Cicis's Slogans & Taglines

Cicis (formerly CiCi's Pizza) is an American chain of buffet restaurants founded in 1985 by Joe Croce and Mike Cole in Plano, Texas. The company pioneered the all-you-can-eat pizza buffet concept, initially offering unlimited pizza for $2.99. By 1987, it began franchising and rapidly expanded across the Southern and Midwestern United States. In 2001, Cicis launched its first nationwide advertising campaign, and by 2004 it was the fastest-growing pizza chain in the country. In November 2015, the company rebranded from CiCi's Pizza to Cicis, dropping the apostrophe and the word "Pizza" to reflect an expanded menu. The COVID-19 pandemic impacted its buffet model, leading to a Chapter 11 bankruptcy filing in January 2021. The company emerged from bankruptcy in March 2021 under new ownership and has since focused on modernising its restaurants and expanding off-premise options.

Core offerings include an all-you-can-eat buffet featuring dozens of pizza varieties, pasta, salad, wings, and desserts, alongside custom pizza options and to-go services. Brand messaging has evolved from the tagline Better. Believe It. to Beyond Pizza, reflecting the menu expansion. In 2023, the company launched the Endless Pizzabilities campaign featuring spokesperson C.C. Pazzini, while maintaining its long-standing value promise The Best Pizza Value Anywhere.