MOD Pizza Claims A Piece of the Pie with Michigan Launch

How Identity helped MOD stand out in the highly-competitive fast-casual pizza space.

Our Approach

In late 2014, TEAM Schostak Family Restaurants (TSFR) announced it would once again introduce Michigan to a new and unique restaurant concept originally founded in Seattle. To help make a splash in the local community, TSFR turned to Identity to make the grand opening of its first MOD Pizza restaurant in Livonia a success.

Following a statewide announcement of TSFR plans to build 25 MOD Pizza restaurants in Michigan during the next five years, Identity zeroed in on a strategic hyper local media outreach approach to build anticipation and excitement for this new fast-casual pizza concept. To do so, Identity executed a VIP media preview event and “Pay What You Want” grand opening special, through which 100 percent of the proceeds benefited the Livonia Public Schools Education Foundation.

In total, Identity secured 15 meaningful pre-event media placements, including an in-studio cooking segment with WXYZ on the day of the opening, highlighting MOD Pizza’s customizable individual artisan style pizzas and the Pay What You Want charity event. Throughout its grand opening day, MOD Pizza raised more than $6,700 in opening sales for the Livonia Public Schools Education Foundation.

Customers at Mod Pizza

What We Did

Identity deployed the following strategies and tactics in order to achieve success:

  • Media Relations & Marketing

    • Media Relations
    • Blogger and Influencer Relations
    • Media Training
    • Event Coordination


  • 15high-visibility print and broadcast placements
  • 2M+individuals reached through local media coverage
  • $6.7Kdonated via Pay What You Want Day