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Developing a Gen Z Growth Strategy for Donatos Pizza

Last Updated: 04/14/2026

Case Organization

Donatos Pizza

https://www.donatos.com/

Gahanna, OH, USA

1001-5000

Case Contributors

Case Disciplines

Customer Service & Account Management Data Management Digital Marketing Growth Strategy Market Research Marketing

Skills & Expertise

Brand Audit Budget Allocation Campaign Ideation Competitive Analysis Consumer Segmentation Content Strategy Customer Journey Mapping Digital Marketing Strategy Executive Communication Financial Modeling Forecasting Influencer Marketing KPI Development Loyalty & Retention Strategy Market Research Marketing Analytics Media Planning Persona Development Social Media Marketing Strategic Planning SWOT Analysis Value Proposition Design

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Background & Objective

The challenge or opportunity you are trying to address for the organization.

Donatos Pizza, a 60+ year old brand known for quality ingredients and its “Edge to Edge®” pizza promise, has historically attracted a core demographic of women ages 25–44 with children. While this segment has driven consistent revenue and brand loyalty, the long-term sustainability of the business requires deliberate expansion into younger consumer cohorts—particularly Generation Z (ages ~12–27).Gen Z represents a transformative consumer force. They are digitally native, values-driven, highly influenced by social content and peer validation, and increasingly discerning in how they evaluate brands. Their food decisions are shaped by authenticity, sustainability, convenience, personalization, affordability, and social relevance. In the quick-service and fast-casual restaurant space, Gen Z is accelerating trends around digital ordering, loyalty integration, influencer marketing, limited-time drops, and experience-driven dining.
Learning Objectives

This is what students will learn as they complete the case.

 This case provides students with the opportunity to develop a comprehensive growth strategy for a legacy consumer brand seeking to expand into a new, digitally native audience segment. It emphasizes the intersection of brand positioning, consumer behavior, and data-driven marketing in a highly competitive QSR landscape. Students will gain hands-on experience translating market insights into actionable campaigns and financially grounded growth plans. The case reflects real-world challenges faced by marketing, strategy, and brand teams navigating generational shifts in consumer demand. 
  •  Analyze how Gen Z consumer behavior, values, and media habits are reshaping demand in the pizza and QSR category 
  •  Evaluate Donatos’ current brand positioning, customer base, and competitive differentiation within a saturated market 
  •  Assess trade-offs between modernizing brand perception for Gen Z and maintaining loyalty among existing core customers 
  •  Design a differentiated Gen Z value proposition and integrated marketing strategy across digital and experiential channels 
  •  Develop a data-driven media allocation plan linking channel strategy to performance metrics such as CTR, CPA, and LTV 
  •  Model financial outcomes and growth scenarios to project the impact of Gen Z acquisition and retention over time 
  •  Synthesize market research, creative strategy, and financial analysis into an executive-ready growth recommendation
Key Action Items

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