East of Chicago Pizza and Follow the Eyes have enjoyed a partnership since 2012. EOC is a regional franchise system with over 70 locations. East of Chicago has repeatedly faced two challenges: price point and national brand impact. The price slashing of Dominos, Marcos, and Papa John’s means EOC is at a higher price point. The reality is EOC pizza is a better quality pizza—IT’S PIZZA DONE RIGHT. Follow the Eyes set out to create a marketing strategy that encouraged consumers to try it once and convert them to a pizza they would crave at any price point.