Owners: Rick Barsness
2850 S. Campbell Avenue, Springfield, MO
Website: http://www.incrediblepizza.com
Facebook: https://www.facebook.com/incrediblepizza.com
Twitter: https://twitter.com/incrediblepizza
Size: 45,000 Sq. ft.
Indoor FEC
Game Zone/Arcade – 83 Games (50% Redemption)
Other Attractions:
Birthday Party Rooms
Bowling
Go-Karts
Laser Tag
Miniature Golf
Redemption Prize Center
Restaurant
Toddler Play Area
XD Theater
Essay:
America’s Incredible Pizza Company (AIPC) has launched a full head to tail makeover at their Springfield location. The Midwestbuffet restaurant, amusement and party center group recently embarked on a campaign to improve food quality, brighten décor,upgrade gaming and communicate better with its customers. AIPC has been a popular choice for parents to connect and engagewith their children for over the past 10 years. In fact, it is one of the company’s goals to set the stage for families to spend qualitytime together. In recent years, however, AIPC has been accused of allowing food quality and other aspects to slip, affecting theperceived value. This makeover, says Rick Barsness, AIPC Founder and President, is more than a cosmetic fix. “Our missionhas always been to provide families with a venue to enjoy quality time in with their children in a value-conscious manner. Fresh,healthy food, clean fun, and memories that will last a lifetime. If we have slipped on any of these goals, it’s our aim to now getback on track.” AIPC’s revamp is a multi-prong strategy that has included a review of virtually every aspect of restaurantoperations. New York consulting firm MSCO, who is spearheading the process, began with a complete assessment of eachrestaurant in the group. “We conducted an unbiased, “secret shopper” analysis of the store. Our teams ate at the buffet, playedthe games, interacted with employees, and attempted to experience everything AIPC had to offer,” says Linda Parry, MarketingStrategist with MSCO. “We then identified the areas where the company is strongest and where it could use some improvement.AIPC is committed to offering customers the best possible experience.” Notable improvements to the restaurants include arework of the buildings’ façade, changing the solemn blue to brighter, attention-grabbing colors. New games offering the lateststate-of-the-art technology are replacing older games in the arcades, and employees are being retrained to provide a morerewarding customer experience. Perhaps the biggest change is in the quality of the food offered at the restaurant’s 30+ itembuffets. “We hadn’t realized that changing some of our recipes over the years may have had an adverse effect on the quality ofour food. We are revising our menus, reviewing our ingredients, reworking our procedures to ensure our buffet items are thefreshest they can be,” says Barsness.
