Penelope's Pizza, a Local Chain of Carryout Restaurants, Has Made

Short Answer

Penelope's Pizza, a local chain of carryout restaurants, has made the decision to expand to a national basis. It plans to open 50 Penelope's in 20 cities across the country within the next two years. In order to efficiently integrate all the tools and company resources to maximize the impact on new customers, Penelope's Pizza is considering using an integrated marketing strategy to promote a coherent national brand perception. The account manager argues that an integrated marketing strategy is the way to go, but the CEO argues that each local community is different, and the needs, values, and norms of the host cities should drive the marketing campaign.
Which of the following practices would support the CEO's argument?
Penelope's Pizza decides to pursue a co-branding partnership with either Pepsi or Coke.
Penelope's Pizza employees all must wear the same uniform.
Penelope's corporate website has links to individual stores for ordering pizza online.
All Penelope's Pizza restaurants have an art deco interior design.
Penelope's Pizza encourages individual stores to create their own menu options and pricing structure.