Growing a Franchise
DeNembo leads Mountain Mike’s with a mix of strategic innovation, emotional storytelling, and franchisee-first thinking, building one of the most beloved pizza brands in the West.
Name: Carol DeNembo
Role: Chief Marketing Officer
Brand: Mountain Mike’s Pizza
Brand Website: https://www.mountainmikespizza.com/
Since joining Mountain Mike’s Pizza in 2018 as vice president of marketing, Carol DeNembro has helped propel the California-born brand into a new era of growth and national recognition. Now as Chief Marketing Officer, she leads all consumer and franchise development marketing efforts — balancing innovative strategies with a brand voice rooted in family, community and authenticity.
From high-profile sports partnerships with teams like the San Francisco 49ers, Los Angeles Angels and Sacramento Kings, to loyalty-trigger campaigns and crave-worthy LTOs like Heart-Shaped Pizzas and Cinnamon Not-Knots, DeNembo’s campaigns resonate deeply — not just with customers, but with franchisees whose success depends on real results.
1851 Franchise: What do you love most about franchise marketing?
Carol DeNembo: There’s two very distinctive sides to franchise marketing; on one hand you are marketing to franchise candidates to attract them to your business opportunity, and on the other hand, you are marketing to consumers to attract them to your products/services.
As chief marketing officer at Mountain Mike’s Pizza, what I love most about franchise marketing is the unique dual challenge — and opportunity — of telling two deeply connected stories: one to potential franchisees and another to the guests who walk through our doors every day.
On one hand, you’re marketing an incredible business opportunity. When you represent a brand like Mountain Mike’s — with its rich legacy, loyal following and a product that people truly crave — it’s exciting to build a franchise development strategy that attracts the right kind of candidates. These are individuals who not only see the business potential but genuinely connect with our core values: family, community, quality and authenticity. When someone chooses to become a Mountain Mike’s franchisee, they’re not just buying into a pizza brand — they’re joining a family. And as with any family, we support, celebrate and root for one another’s success.
On the other side, consumer marketing brings its own kind of joy. We’re not just selling pizza — we’re serving up nostalgic, feel-good experiences that bring people together. Whether it's watching the big game with a group of friends, celebrating a youth sports win with a team party, or simply enjoying a night off from cooking with the family, Mountain Mike’s is where community happens. Creating marketing campaigns that tap into that emotional connection — while also staying true to our West Coast roots and bold brand personality — is where the real magic happens. We’re not just filling bellies; we’re creating memories, one pizza at a time.
That’s what makes franchise marketing so fulfilling at Mountain Mike’s. It’s the intersection of strategy and heart — where growth meets purpose, and where every initiative has the power to change lives, whether it’s through business ownership or a slice of our legendary, crispy, curly pepperoni shared with someone you love.
1851: What do you see as the single most important thing franchise marketing pros can do to impact franchisee’s unit-level economics?
DeNembo: The health of any franchise system lives and dies at the unit level. Strong unit-level economics aren’t just a financial metric; they’re the foundation of long-term growth, franchisee satisfaction and brand strength. As marketing leaders, our responsibility is to directly influence that success by driving sustainable revenue, optimizing marketing efficiencies and doing it all in a way that elevates, not erodes, brand equity.
At Mountain Mike’s Pizza, we take a strategic, data-informed, multi-channel approach to marketing that meets our guests where they are, with the right message, at the right time, through the right platforms. Our goal is to build brand awareness, increase traffic, grow average ticket and deepen loyalty. But we don’t stop there. We continuously test, learn and refine, ensuring every dollar spent is aligned with outcomes that support our franchisees’ profitability.
Equally important is maintaining the integrity of our brand promise of Pizza the Way It Oughta Be®. We never pursue growth at the expense of quality, experience or product. Our marketing strategies are designed not only to drive short-term results but to create long-term affinity — building raving fans who return again and again because of the consistent, exceptional experience they receive.
When you combine smart strategy with a relentless focus on guest experience and franchisee success, you unlock the kind of unit-level performance that fuels the entire brand. That’s the true power of franchise marketing.
1851: What do you see as a franchise brand’s largest marketing opportunity?
DeNembo: The biggest opportunity for any franchise brand is deepening guest loyalty and becoming a truly beloved brand. Awareness brings people in, but emotional connection is what keeps them coming back and turns customers into advocates.
At Mountain Mike’s Pizza, our goal is to create more than just transactions; we aim to build relationships. When our brand becomes part of family traditions and community moments, loyalty grows naturally. By focusing on consistent quality, authentic engagement and memorable experiences, we’re not just driving sales, we’re building a brand people genuinely love.
That kind of loyalty is powerful. It’s scalable, sustainable, and one of the most valuable assets a franchise system can have.
1851: What are the top marketing trends you anticipate for 2025?
DeNembo: I see several key trends shaping the future of marketing. At the core of all of them is one shared truth: consumers are craving authenticity, relevance and real connection more than ever before.
First, AI will continue to transform how we engage with guests, enabling smarter, faster and more personalized interactions across every channel. But the true power lies in how we use AI, not to replace the human element, but to enhance it. Whether it's delivering hyper-targeted messaging or optimizing media in real-time, AI allows us to meet guests with exactly what they need, when and where they need it.
That leads to the rise of personalization and contextual marketing — gone are the days of one-size-fits-all campaigns. Consumers expect brands to understand their preferences, anticipate their needs and speak to them in ways that feel relevant and personal. For Mountain Mike’s, that means tailoring content to reflect local tastes, habits and behaviors while still staying true to our core identity.
We’re also seeing a powerful resurgence of nostalgia, especially among Millennial and Gen X consumers. There’s comfort in the familiar, and brands that can tap into warm, feel-good memories (like the joy of sharing pizza with family after a Little League game) can form emotional bonds that go beyond the product.
Equally important is a renewed emphasis on local marketing and community engagement. National brands with a strong local presence will win, especially those who show up authentically and consistently in the communities they serve. For franchise brands like ours, this is a massive opportunity to empower local operators to connect deeply with their neighborhoods.
Finally, and perhaps most importantly, truth and trust in advertising are becoming non-negotiable. With the rise of AI, deepfakes and overly polished messaging, consumers are more skeptical than ever. They can spot inauthenticity a mile away. Brands that embrace transparency, speak honestly and show up with real purpose will earn loyalty in a time when trust is everything.
In 2025, it’s not about being louder — it’s about being more real, more relevant and more connected.
1851: What is one bold prediction you have for what’s next in marketing?
DeNembo: The next big shift will be the rise of hyper-personalized, real-time marketing. With advancements in AI and data analytics, brands will deliver experiences that are not just tailored to a person’s preferences, but anticipate their needs before they even know them. Marketing will become a seamless extension of the consumer’s lifestyle, making the idea of “mass marketing” obsolete. Along with that, a shakeout is coming. Brands that lack authenticity and relevance won’t survive. In a world where consumers demand real, purpose-driven connection, only the brands that adapt, stay true and resonate deeply will thrive.
Growing and selling franchises is difficult. No great franchise did it alone. Want to learn more about how 1851 helps franchisors grow their franchises with confidence? Visit www.1851growthclub.com and see what we can do for you.
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