Pizza Today - January 2025 - 27

* Pizza Burger can be consistently
cooked the same every time using
existing pizza ovens.
* As a smaller company, our
minimum wage is $4.00 less than
the fast-food chains, so we are
not forced to increase prices as
much as those restaurants.
* 9 locations allow us to effectively
introduce a new product to the
market.
Weaknesses:
* The public does not know what a
Pizza Burger is.
* Dressing the burger after
cooking in the oven adds
operational complexity.
* Adding 3 SKUs increases
inventory complexity.
Opportunities:
* Product does not exist in our
market, a mashup of pizza and
hamburger.
* Fast food companies are forced
to charge more for a quarter
pound hamburger due to
minimum wage hikes to $20/
hour.
* Priced at $5.00 with a 30% food
cost gives us a profitable product
with a marketing advantage over
fast food.
Threats:
* Our competitors may copy the
product.
* Customers may not buy the
product.
* Putting marketing dollars toward
promoting the Pizza Burger
takes marketing dollars away
from other avenues.
S.M.A.R.T. Goal:
Specific. We will add a $5.00
Pizza Burger to the menu of all
9 locations.
Measurable. Goal is 1,000 Pizza
Burgers sold per week by June, sustaining
or increasing this number
in perpetuity.
Attainable. 1000 sold per week
would be less than 2% of sales.
Reasonably attainable.
Relevant. We have created a
delicious product that many say
is BETTER than a cheeseburger.
This is a powerful way to tap into
the burger sales of restaurants previously
not seen as a competitor.
Time Based. January, begin
testing product at our Santa Clara,
collection of customer feedback,
final product decided. February,
obtain all smallwares and packaging
required, training aids, food
photography and outline marketing.
March, train all employees,
secure products with Sysco, and
schedule marketing roll-out. April
1st launch.
Result: Pizza Burger Sales
achieved 1,157 by June 2024 and
have steadily increased to date.
Case Study #2
Growth Avenue
Delivery Sales - increase by 10%
SWOT
Strengths:
* One-Number Phone Center.
* Recognized brand in the market.
* Long-term driver teams and
kitchen teams capable of
handling more deliveries.
Weaknesses:
* Declining delivery sales.
Customers are choosing to pick
up their pizza due to rising costs
of delivery, saving delivery fees
and tips.
* We only offer delivery via
telephone or online website
ordering.
* We do not have the marketing
dollars that the 3rd Party
companies have.
Opportunities:
* Third-party platforms offer more
ways for customers to order.
* Apps have become more popular
for placing orders and have easier
access for customers.
* Customers indicate that they
want more ways to order from
PMD.
Threats:
* Decreased deliveries means less
money for our drivers, making it
difficult to keep staff.
* Third-party companies, like Uber
Eats and DoorDash offer their
drivers schedule flexibility so we
may lose drivers to them.
* Third-party companies are
spending more marketing dollars.
S.M.A.R.T. Goal:
Specific. By adding a PMD
App for both Apple and Android
phones and partnering with Uber
Eats, DoorDash and Grubhub to
appear on their platforms (selfdelivering),
we will increase samestore
delivery sales by 10%.
Measurable. Delivery sales for
June 2024 will be 10% above the
same period 2023.
Attainable. All three third-party
companies have expressed interest
in partnering. Our POS company
has agreed that three months is
enough time to develop our App.
Relevant. All resources in the
Pizza Industry indicate that the use
of Apps and 3rd Party companies
are prolific among pizza customers.
This is also true in our market and
has been tracked as desired by our
customers.
Time Based. We will negotiate
terms with these third-party
companies in 1st Quarter 2024. We
will launch on all three platforms
by April 1st, 2024. We will work
with our POS company to develop
our PMD App during 1st Quarter
2024. We will launch our PMD
App by April 1st, 2024.
Result: Delivery Sales June
+11.5%
Investing in Growth can be risky,
but if you apply this business formula,
you will increase your success
rate substantially. Considering the
alternative, the gradual decline of
your business, it is time to lead your
company into the future!
DAN COLLIER is the founder of
PizzaMan Dan's in California and a
speaker at International Pizza Expo.
JANUARY 2025 / PIZZATODAY.COM / 27
http://www.PIZZATODAY.COM
Pizza Today - January 2025

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