Anthropology in the Work Place: The Corporate World of California Pizza Kitchen

Abstract

This research focuses on the anthropology of branding, marketing, and consumerism within the corporate realm. In particular, I investigate how employees present their employers’ corporate marketing strategy in a restaurant context. California Pizza Kitchen (CPK) is an ideal case study because the company strives to market not only food but also a California culture. The concept is that CPK provides guests with food and a place to eat, but the employee's job is to provide the guest with a California dining experience.