Jillian can add "value" later on if/when they do ancillary stuff like frozen food. Slap her picture on the box and people will recognize it as healthy and might be more tempted to buy even without being familiar with the GIGL brand.
Tia is pretty much useless. She's not even that big of a celebrity, to be honest, compared to many others who have taken their kids to Giggles over the years. I work in Hollywood, and I can say with 100% assurance that nobody would be over the moon to land her in one of their films. She's a good actress and all, but she's not going to sell tickets. Nobody would fund a movie because she's in it. And if her star power isn't enough to attract audiences or financiers, why would be it big enough to attract parents?
People will hear her endorsement and think, "oh, that's nice."
Whereas if you get someone like a Mark Wahlberg or a Halle Berry -- people will pay attention. They might even go just on the off-chance for a celebrity sighting.
Case in point: I used to coach in a youth rec basketball league in Beverly Hills. Every Sunday, we'd meet and the kids would play ball. The stands were full, and a lot of people watching didn't have kids in the league. They came because Will Ferrell was a coach. Bob Iger was a coach. People who are completely inaccessible Monday-Saturday, are regular Joe Averages on Sunday for two hours. They are approachable, affable, etc. Same with celebrities at Giggles. You see them at a restaurant they want to be left alone. If their kids are playing with yours at Giggles though, they'll be your best friend for the time they are there.
