Marco’s Pizza

Rallying talent to build a stronger, more stable business.


Category Employer branding, Employee engagement

Building an employer brand to satisfy a big appetite for growth.

Even with over 1,100 locations and the distinction of being voted America’s Favorite Pizza Brand in a Harris Poll, Marco’s Pizza is still hungry for more. Their goal is as bold as their sauce: to find and hold their footing as one of America’s largest pizza companies. And in 2023 Marco’s was named among Entrepreneur's 2023 fastest-growing brands—ranking #51 on the publication’s Franchise 500 Hall of Fame list.

That continued growth requires engaging, recruiting, and retaining the key talent needed to drive their business forward, so Marco’s asked JK to help them cook up an employer brand that’s as authentic and irresistible as a classic Pepperoni Magnifico.


  • Employer branding
  • EVP development
  • Visual identity
  • Messaging
  • Copywriting
  • Employee engagement
  • Strategy & communications planning
  • Creative asset design & development

Whipping up a “primo” identity from scratch.

JK worked closely with Marco’s stakeholders to build the foundations of a compelling and original employer brand, one rooted in their brand DNA of working hard to deliver amazing—or, as they say at Marco’s, “primo”—guest experiences.

And so “Passion for Primo” was born, equal parts a rallying cry to engage and excite current employees and a magnet for prospective talent who want to work for a company that’s passionate about doing things the right way.

Key components of the Passion for Primo platform were designed to make employees feel proud to work at Marco’s, because according to their employee engagement data, that was the leading driver of employee retention across the franchise system.

Brand typography