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Joint engagement proposal · C3 Consulting & Joyfire

A Pizzeria Worth Building.

An eleven-week joint engagement to support the rebrand of the restaurant currently operating as Pizzanos. Prepared by Christopher Cason, Director of R&D at C3 Consulting, and Kendra Malloy, Brand Strategist at Joyfire.

Prepared for
Noeleen Heeney & Dave Wolfe
Authored by
Christopher Cason · Kendra Malloy
Hard deadline
20 July 2026
Validity
30 days from issue
S 01 · CoverScroll ↓
S 02The brief

Rebrand and fortify a local favorite while preserving the magic.

Pizzanos Pizza & Grinderz is an established Berkley operation with strong customer equity built over years, serving Detroit-style square pizza, distinctive wings, and grinders that have generated a loyal review base.

Your ownership transition and rebrand need to preserve what works without aggressively changing what's familiar, while also building something that uniquely feels like you.

This proposal covers brand and restaurant identity, options for managed marketing, rollout sequencing, and high-level menu advisement.

Existing equity
  • A 4.9-star review base
  • House-made dough and sauce, cited by name in customer reviews
  • Halal options matched to the local demographic
  • An established dinner-hour customer base
  • One standing B2B catering account
  • A familiar, well-regarded establishment
  • Two ghost restaurants
Areas of focus
  • Brand identity development
  • Operational baseline, including menu costing and food cost analysis
  • Menu architecture and heritage protection
  • Recipe documentation
  • Launch sequencing and customer transition messaging through the July 20 compliance date
S 03The approach

Two disciplines, one timeline. A deliberate two-prong rebrand.

Restaurant ownership transitions tend to fail in one of two directions. Some new owners preserve too much and disappear behind a brand that no longer exists. Others change too aggressively and lose the customer base that made the business worth acquiring.

Our work threads that needle deliberately. Because the current equity is built on specific, house-made recipes, the food and operations track prioritizes heritage protection and recipe documentation. Simultaneously, the brand and marketing track introduces a new identity without alienating loyal customers.

Since the hard deadline is driven by operational compliance, the food track sets the master timeline, ensuring the restaurant is fundamentally sound before the new neon lights of marketing are turned on.

Food, menu & operations
Christopher Cason

Twenty years of restaurant R&D. CIA-trained. Currently Director of R&D for a multi-unit foodservice operator.

Brand & marketing
Kendra Malloy

Brand strategy, story, voice, and the marketing execution that follows. Founder of Joyfire.

S 04Engagement tiers

Four structures, calibrated. Pick the one that fits the year ahead.

Pricing is all-in for the joint engagement. Each tier is complete on its own and can expand cleanly into the next as the work justifies it.

ITier I · Foundation + Launch

Brand Identity, Strategy & Launch LTO

A new brand identity, a focused strategy session on the highest-leverage operational decisions before launch, and a single launch-ready limited-time offer (LTO) concept.

$5,500
All in
Scope
Brand & Marketing: Brand Foundation + Launch Asset
  • Logo identity
  • Story & voice development
  • Brand book (style guide)
  • Name selection support
  • LTO promotional assets, POP, social, signage
Food & Operations: Strategy Consult + LTO Concept
  • 90-minute working session with ownership
  • Menu review and cut/protect calls
  • POS selection guidance
  • Google Business Profile transition plan
  • One LTO concept with recipe, costing, and sequencing
  • Written summary within 48 hours
Outcomes
Deliverables
  • A finalized brand identity
  • Strategic alignment on the four operational decisions that shape year one
    • Menu cuts and protections
    • POS selection
    • Name finalization
    • Google Business Profile transition.
  • A launch-ready LTO concept, costed and ready for deployment.
    • One-page identity brief.
    • LTO concept document with costed recipe
    • Suggested pricing
    • Six-week sequencing calendar
    • Decision summary memo within 48 hours of the strategy session
      • This is a single-page executive read with clear recommendations and risk flags
Indicative Return on Investment
Industry data suggests a well-executed launch LTO can drive 15–25% incremental traffic in the first 30 days for operators with strong existing reviews. Appropriate POS selection typically saves $2,000–$5,000 in year one against a wrong-platform commitment.
IITier II · Foundation Plus

Brand Build & Cost Baseline

Brand foundation paired with a two-week cost baseline and menu audit. Establishes the operational measurement and brand identity required to support every subsequent decision.

$5,750
All in
Scope
Brand & Marketing: Brand Foundation
  • Logo identity
  • Story & voice development
  • Brand book (style guide)
  • Name selection support
Food & Operations: Cost Baseline & Menu Audit
  • On-site visit, kitchen walk, menu tasting
  • Portion weights & ingredient pricing for top 10 items
  • Plate cost calculation by item
  • Food cost percentage baseline
  • Heritage protection list
  • Menu cut candidates with rationale
  • 60-minute readout call
Outcomes
Deliverables
  • A finalized brand foundation
    • Brand foundation deliverables in editable formats
  • Cost Baseline Report (~12 pages)
    • Executive summary
    • Plate-cost analysis by item with photographs
    • Food-cost percentage calculation
    • A heritage protection list identifying items that should remain unchanged through the rebrand
    • Defensible menu cuts and architecture recommendations
    • Recommended price adjustments
Indicative Return on Investment
Independent pizzerias commonly carry 3–6 points of unrecognized margin in incorrect portions and supplier inertia. On a typical single-unit revenue base, recovering 3 points represents approximately $12,000–$18,000 in additional gross margin per year.
Recommended
IIITier III · Full Launch

Compliance Rebrand & Relaunch

The full joint engagement is scoped to the July 20 deadline. Brand foundation and launch marketing alongside discovery, menu architecture, hero item development, recipe documentation, and pre-launch handoff.

$9,250
All in
Scope
Brand & Marketing: Brand Foundation + Launch Marketing
  • Full brand foundation with logo, story, voice, book
  • Name selection & trademark guidance
  • Launch campaign strategy
  • Soft-launch communications plan
  • Google Business Profile migration
  • Social media launch toolkit
  • Signage & collateral coordination
  • Customer transition messaging
Food & Operations: Compliance Rebrand & Relaunch
  • Cost baseline & menu audit (Tier II scope)
  • Streamlined menu architecture
  • Heritage protection, such as halal, dough, sauce
  • One new hero item with full recipe and costing
  • Recipe specifications for full menu
  • Staff training documentation
  • Compliance launch checklist for July 20
  • Soft-launch coordination
Outcomes
Deliverables
  • Brand foundation deliverables and campaign assets in editable formats
  • A compliance rebrand sequenced to the July 20 date
  • Launch marketing planned and ready to execute
  • Launch Checklist with day-by-day sequencing for the final two weeks
  • Cost Baseline Report.
  • Menu Architecture Document (~16 pages with hero item recipe card)
    • A streamlined menu architecture honoring the existing pillars.
  • Recipe Specifications Binder — PDF and printable, ~25–30 cards
    • Photos, weights, assembly notes.
    • Documented recipes for the full menu.
  • A new hero item developed and costed
  • Staff Training Pack
Indicative Return on Investment
Tier II margin recovery carries forward. New hero items typically drive 10–20% traffic lift in the first 60 days. Combined recovered margin and incremental revenue in year one is generally in the range of $25,000–$45,000 for engagements of this scope.
IVTier IV · Year One

Full Build & Year-One Advisory

Tier III plus continuity through the first year of ownership. Six months of managed marketing following launch, two on-site C3 advisory visits, and ongoing menu access in months 9–12.

$13,150
All in
Scope
Brand & Marketing: Tier III + Six Months Managed
  • All Tier III brand & marketing deliverables
  • 6 months managed social media
  • Monthly content calendar
  • Email marketing setup & first 6 campaigns
  • Quarterly review & strategy adjustment
Food & Operations: Tier III + Year-One Advisory
  • All Tier III food & operations deliverables
  • 2 on-site visits in months 9–12
  • Sales review against projections (once data exists)
  • Menu adjustments based on year-one performance
  • Recommendations for Q4 LTO
  • B2B catering channel development
Outcomes
Deliverables
  • All Tier III deliverables
  • Six months of executed marketing under the new brand
    • Monthly marketing reports showing channel performance and recommended adjustments
  • Quarterly business reviews with sales analysis and a 60-minute readout call
  • Development of B2B catering as a revenue channel
    • B2B Catering Playbook
  • Year-end summary with year-two planning
    • Year-end menu and LTO review based on first-year sales data.
  • Continuity of advisory access through the volatile early months of new ownership.
Indicative Return on Investment
Managed marketing typically delivers 20–35% revenue lift over organic-only growth. Established B2B catering channels can contribute $2,000–$5,000/month within six months. Combined year-one upside generally falls in the range of $45,000–$80,000.
S 05Side by side

What's included where.

Brand & Marketing
I
II
III
IV
  • Logo, story, voice, brand book
  • Name selection support
  • Trademark guidance
  • Launch campaign strategy
  • Google Business Profile migration
  • Social launch toolkit
  • Signage & collateral coordination
  • Six months of managed marketing
  • Email setup + 6 campaigns
Food & Operations
I
II
III
IV
  • Pre-launch decision review
  • POS selection guidance
  • Cost baseline & plate cost analysis
  • Heritage protection list
  • Menu architecture & cut/protect plan
  • LTO concept (launch-ready)
  • New hero item — concept, recipe, costing
  • Recipe specifications (full menu)
  • Staff training documentation
  • Soft-launch coordination
  • Two on-site visits in months 9–12
  • Year-end menu & LTO review
  • B2B catering channel development
S 06Tier III timeline

Eleven weeks. Both tracks parallel from week one.

Engagement must begin by 12 May to land the 20 July deadline.

  1. Week 1

    Engage & onboard

    Engagement signed. Kickoff with ownership. Site visit and brand discovery in parallel.

  2. Week 1–2

    Cost baseline & discovery

    Kitchen walk, portion weights, plate-cost analysis on top 10 items, heritage protection list. Customer review analysis, name shortlist, brand direction begins.

  3. Week 3

    Lock the identity

    Cost baseline delivered. Menu cuts and protections agreed. Name selected. Trademark cleared. Brand direction approved.

  4. Week 4–5

    Build

    Streamlined menu finalized. Hero item developed and costed. Logo, voice, brand book, signage, and collateral in production.

  5. Week 6–7

    Document & stage

    Recipe specifications written. Staff training documentation drafted. Launch campaign assets approved. GBP migration prepared. Social toolkit assembled.

  6. Week 8

    Soft launch

    Hero item training. Soft-launch operations support. Friends-and-family campaign. Customer transition messaging deployed.

  7. Week 9–10

    Refine & pre-position

    Refinements based on soft-launch feedback. Final signage installed. Customer transition narrative active across all channels.

  8. Week 11 · 20 July

    Compliance launch

    All Pizzanos signage, collateral, and digital assets replaced. New brand operational. Day one of the new restaurant.

S 07À la carte

Add-ons. Bolt onto any tier or take standalone.

Additional Hero Item

$1,400

A second new menu item from concept to spec with food cost analysis. Useful for second-quarter LTO or seasonal addition.

↗ 5–10% incremental traffic during the LTO window.

LTO Playbook

$1,750

A complete six-week limited-time offer with point-of-purchase materials, social copy, suggested upsells, and a measurement plan.

↗ Typically returns $3,000–$8,000 incremental revenue per LTO.

B2B Catering Channel

$2,100

Catering menu development, pricing structure, outreach list of 30 local accounts, and intro packet template. Built around your existing chiropractor account.

↗ $2,000–$5,000/month in incremental revenue within 6 months.

Email Marketing Setup

$1,200

Mailchimp or Klaviyo configuration, list import, three reusable templates, welcome series, and first month of campaigns scheduled.

↗ Email typically delivers $30–$40 per dollar spent for restaurants.

Photography & Visuals

$2,500

Half-day professional shoot for menu, kitchen, and team. 25 edited images for web, social, and signage. Photographer fees included.

↗ Google Business Profile sees 35–45% engagement lift with pro imagery.

Recipe Documentation

$1,400

Photographic step-by-step documentation for top 10 menu items. Operational protection against staff turnover.

↗ One quarter of avoided slippage protects $5,000–$15,000 in revenue.

Quarterly Operational Review

$1,200 / qtr

On-site visit, sales review, menu performance audit, and adjustment recommendations. Available standalone post-engagement.

↗ Typically identifies $1,500–$4,000 in correctable margin leak.

Hourly Advisory

$175 / hr

On-call expertise post-engagement. Time tracked, prepaid in four-hour blocks. For ad hoc decisions, supplier issues, or menu tweaks.

↗ A single supplier renegotiation can recover $500–$2,000+ annually.
S 08The fine print

Outside scope & engagement terms.

Outside of proposal scope
  • Trademark filing and legal review (referred to an attorney). Federal filing typically $250–$350 per class plus fees.
  • POS system implementation and configuration. Recommendation in Tier I+; vendor setup handled by client.
  • Capital expenditure recommendations and renovation design.
  • Hiring, HR, payroll, compensation. Two assistant manager hires were flagged as the most important parallel work.
  • Day-to-day operational management.
  • Liquor licensing, food safety certification, and regulatory compliance.
  • Real estate, lease negotiation, zoning.
Engagement terms
  1. 01Signed engagement agreements required before work begins. Christopher and Kendra each maintain separate agreements; this document is the unified joint scope reference.
  2. 0250% deposit at signing for all tiers. Balance billed against phase completion. Joint pricing all-in; internal billing handled on our end.
  3. 03Out-of-pocket expenses billed at cost. Estimated $200–$600 across the full engagement.
  4. 04Travel within 30 miles of Southfield, MI is included.
  5. 05July 20 deadline assumes engagement begins by 12 May.
  6. 06Seven days' notice required for cancellation of on-site work.
  7. 07Proposal valid 30 days from 06 May 2026; timing will need to be reconfigured if the July 20, 2026 milestone is no longer feasible in all tier configurations.
S 09Next steps

If the direction is right, here's how we begin.

  1. 01

    Confirm tier selection.

  2. 02

    Sign engagement agreements.

  3. 03

    Schedule kickoff within seven days.

Ready to move

Accept the proposal and we'll send agreements today.

Tier III timeline assumes engagement begins no later than 12 May 2026.

Accept & sign
Christopher Cason
C3 Consulting

Director of R&D, multi-unit foodservice. Twenty years across culinary, R&D, and brand transitions. CIA-trained.

Kendra Malloy
Joyfire

Chief Writer & Coach. Brand strategy, story development, and marketing execution. joyfire.co