Derrick Rose Is Teaming up With Giordano’s
06 Sep, 2012
While Chicagoans anxiously await the return of Derrick Rose to the court following surgery to his torn ACL, the Bulls star will be popping up in ads starting this month for the newly revamped Giordano’s pizza chain.
The restaurant announced late Wednesday that Mr. Rose has become an equity owner and new national spokesman for the company, which is overhauling its menu and turning its attention to markets outside Chicago.
“I’ve always been a big fan of their stuffed pizzas,” Mr. Rose said in a news release. “I’m working right now on my own signature pizza that we plan to introduce very soon. I’m actually pretty good in the kitchen.”
The point guard, who reportedly paid an undisclosed amount for his share in the company, will “play an active role” in helping Giordano’s promote its new menu later this fall featuring a variety of stuffed and thin-crust pizzas in addition to some new, healthier salad and sandwich offerings. He’ll also make appearances at various Chicago-area locations throughout the year and appear on takeout boxes as a part of the deal that he calls “uniquely personal.”
Bulls trademarks, however, will be absent from all promotions, since the team already has a pizza sponsorship deal with DiGiorno.
Mr. Rose joins Giordano’s as it continues to rebuild its brand in the wake of financial troubles and subsequent new ownership.
Giordano Enterprises Ltd. filed for bankruptcy protection in February 2011 when its previous owners were tied up in real estate investments that made it difficult to pay the 38-year-old chain’s bills.
Four restaurants closed as a result of ensuing legal battles, and former owners John and Evan Apostolou then sold the business for $52 million to Chicago private-equity firm Victory Park Capital Advisors LLC.
To lead its re-branding, Victory Park hired Lettuce Entertain You Enterprises Inc. veteran Yorgo Koutsogiorgas as Giordano’s new CEO; he aims to double the restaurant’s presence to 86 locations over the next three years.
Giordano’s is now profitable, according to Victory Park Managing Partner Richard Levy.
Reports last year suggest the company totals $45 million in annual sales.
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