Literature Response essay

In the article “California Pizza Kitchen tries a new look: Rustic, rough, organic,” Tiffany Hsu, the journalist of Los Angeles Times, tells about the changes in the work of the casual-dining chain known as CPK, including changes in the decor and the menu, and the changes in providing customer services. A new eatery was opened in the Westfield Topanga mall, and today it attracts many customers. Tiffany Hsu explores some important facts on the brand known as CPK, providing information about the company’s chain revenue and annual growth. She states that “in 2009, chain restaurant revenue tumbled 3.7% before picking up to 2.9% growth annually through 2012 and an expected 5.5% boost this year, according to research group IBIS World” (Hsu, 2013, para.3).

It has been found that in order to succeed on the competitive market, the restaurant chain CPK offers an absolutely new menu and exclusive dйcor: “table-side pours of white truffle oil with certain dishes”, sleeker plates, glasses and flatware, the “tree free” napkins made with sugar cane. According to Clint Coleman, the CPK’s chief development officer, the company is “trying to get away from that very expected, shiny chain feel” (Hsu, 2013, para.3). In general, CPK is focused on the improvements in HR sector as well. Today the CPK employees are encouraged to improve their approach to their customer services. They “dish up their natural personalities and are more individualistic with their apparel” to provide “high-five hospitality” (Hsu, 2013, para.5).

Thus, the article “California Pizza Kitchen tries a new look: Rustic, rough, organic,” written by Tiffany Hsu, provides an overview of changes made at the CPK brand. The article is worth reading as it is interesting and captures the readers’ attention.