• by Barbie Romero , 10 hours ago

Maria Trujillo discussed why CaseOh was the right fit for Cicis, how the brand evaluates creator partnerships, and insights that informed the launch of its first loyalty program last year.

1. What sparked the partnership with Twitch streamer CaseOh, and what made him the right fit for the Cicis brand? What led to choosing the Mac & Cheese Pizza as the product to rename?

CaseOh stood out because his connection to Cicis already existed in his content. He had openly shared his appreciation for the brand, particularly the Mac & Cheese Pizza, during his Twitch livestreams, without any formal relationship in place. That kind of genuine affinity is rare and immediately meaningful to audiences. We wanted to stay true to the original Mac & Cheese Pizza that CaseOh loves, which is why the menu item is the same great recipe guests already know and enjoy, simply renamed in his honor.

As a live entertainer with a deeply engaged community, his audience shows up for his personality, humor, and the shared experience of being part of the moment. That aligns naturally with what Cicis has always been about, gathering people together around food and fun. When CaseOh expressed interest in baking our pizzas at home, we leaned into that enthusiasm by shipping him his very own pizza oven, and during his January livestream, he baked the Mac & CaseOh Pizza live, turning the launch into an authentic, interactive experience for his community.

Renaming the Mac & Cheese Pizza as the Mac & CaseOh Pizza was a way to recognize something fans already associated with him, rather than forcing a new narrative. Launching it live on his Twitch stream allowed the announcement to happen inside his community, in real time, where that excitement already lives.

2.  What advice would you give other brands when deciding which streamers or influencers to partner with?

The most important factor is authenticity. Brands should look for creators who already have a genuine connection to their product or values, not just those with large followings. Today’s audiences are incredibly savvy and can quickly tell when a partnership feels forced. It is also critical to understand how a creator engages their community and to design activations that feel native to that environment. When you respect the creator’s voice and the way their audience interacts, the partnership becomes more credible and more impactful.

3.  How do you ensure Cicis stays authentic to its brand while experimenting with culture-led campaigns?

Authenticity comes from alignment. Culture-led campaigns should reinforce who you already are, not ask guests to relearn your brand. With CaseOh, we were amplifying something that already fit our brand DNA with fun, gaming, and shared experiences around food.

Cicis has always been about listening to guests and meeting them where they are. This partnership allowed us to step into a new cultural space while staying grounded in that principle. By letting CaseOh be himself and by centering the experience around a real fan favorite, the activation felt fresh without feeling off brand. That balance is critical when experimenting in new spaces.

4.  Cicis launched its first loyalty program last year. What customer insights or market signals led to that decision?

We saw that guests were already showing us loyalty. They were visiting frequently, bringing their families, and engaging digitally, but we weren’t fully recognizing or rewarding those behaviors. At the same time, families were becoming more intentional about where they spend without sacrificing fun or quality. Launching Cicis Rewards allowed us to formalize that relationship. Pairing it with the return of the original $2.99 buffet was a way to honor our legacy of affordability while delivering a modern, digital loyalty experience. The program gives guests more reasons to return and gives us better insight into how they engage with the brand, allowing us to serve both longtime fans and a new generation more thoughtfully.

5.  What is your go-to Cicis item?

The Olé Pizza – it’s the perfect mash-up of two favorites, pizza and tacos!

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