Welcome
™
17 Speakers
6 NetworkingPrograms
9 Educationsessions
Millionsof Ideas!
Day 2
#pizzasummit09
On Twitter Last Night
Breakfast Keynote PanelBuilding your business inside the box is a mistake.
Learn how a major brand expanded to new heights by challenging the norm.
™Breakfast Keynote PaneUno Chicago Grill
Building a new brand and expanding an old brand into one common vision is no easy business model. Jamie Strobino, VP of New Concepts, UNO Chicago Grill, Uno Due Go and Uno Express has built a new model that has created a modern pizza business that is sustainable and flexible with the changing needs to todays consumer.
#pizzasummit09
Speakers
Jamie Strobino
™
Kristi StarkRichard SlawskyModerator
#pizzasummit09
Breakin’ Rulz
Pizza Executive Summit ‘09
#pizzasummit09
Old School
Create a great product Train your people Open the doors Advertise thru traditional media1. Coupons2. Ads3. Radio4. Promotions
The Consumer has changed
Fresh, Local, Organic, and healthy focus Better educated regarding options Socially aware and more apt to support like
minded businesses. Environmentally aware and concerned Value is important
How the Consumer relates to you.
What are you, are you relevant and is your story easily communicated?
What is your brand?1. Market segment What do you stand for ?1. When you ask your guests, what to they tell you? Who is your customer? This guides most decisions from menu to site selection.. Have you done an analysis of the market place?
Demographics.
Segment.
Products
Design
Face Time
Best Practices
Research
Concept Design Customers Systems Product
Look with-in
#pizzasummit09
Who is your guest
It is not always who you think it is. Spend the money on research 1. Surveys External – Can be expensive
Internal – Needs to be managed
2. Focus groups How do they use you? How do they rate you? What do they perceive as your strengths?
Values
Create with the team to establish buy in. Enables you to have a road map Protects culture Need to be constantly reinforced Non-negotiable Should fit on a business card
How the world has changed
Out reach in the new millennium
Social networks are big Blogs are here to stay – 112.8 million not including
72.8 million Chinese language blogs (David Silfry “State of the blogosphere)
Twitter approaching 33 million users Face book Email clubs – How to get started Local Store Marketing Value sometimes trumps loyalty
#pizzasummit09
How to Break Through
Email Clubs Local Store MarketingCharity involvementWebsiteAssociate communities
How to Succeed
Clear Brand message Laser like focus on quality Clearly defined business plans Tracking and analyzing results on a weekly basis Ability to adapt quickly
#pizzasummit09
Case StudyBy Revention
Online Ordering
#pizzasummit09
Top Tools to use for the Pizza Operator
1200 US Operators polled 2009 - Research by - Food Action Group
0 0.175 0.35 0.525 0.7
17%
67%
39%
29%
Green/Organic
Web - Online Ordering
Social Media
Demographic Technology
Tools
CaseStudy
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22
32% of all Online Customers had never ordered online Average Tickets Online are much higher- Delivery 47%- Pick-up 67%Customer Connection Web ApplicationConvert Customer’s to Online Ordering
Case Study
Prepared by: #pizzasummit09
Case Study
Customer Database Management is the key to unlocking customer purchase potential.
Data integrity
#pizzasummit09
Opportunites
Hotels
Fundraiser/community involvement
Pharmaceutical Reps
#pizzasummit09
Case Study
Use the information that you have to market your brand.
1. Personally invest yourself or your team in the tools that you have and the data that is at your fingertips.
2. Use the full potential of the technology you have.
Main Session ThreeVideo While we wait for Session Speakers to take the stage...
Main Session Three
Learn how greening your pizza business could break the bank or make your profits soar!
Operations 2.0 Real-Time Solutions
Speakers
Casey McEwn Paul BarronModerator
Sandy Lechner
Eric Abrams
#pizzasummit09
Most impact on consumersconsumers rated as used most often
07-2009 Study21,000 US Consumers polled 2007-2009 - Research by - Food Action Group
0 0.15 0.3 0.450.6
29%
53%18%
Mail/Trad
Online Marketing
Social Marketing
2009 2007
What consumers rely on mostwho do they listen to?
2009 Study
0 0.175 0.35 0.5250.7
67%13%
14%
6%
Word of Mouth
TV & Trad
Online
Social
Consumers
21,000 US Consumers polled 2007-2009 - Research by - Food Action Group
The Changing Face of Marketing
Our industry’s dirty little secret
Shotgun approach to marketing vs. targeted marketing
The online landscape 10 years ago compared to today
Customers now have a choice of how they want to be engaged
I’m ChangingAre You?
#pizzasummit09
Web 2.0 Over Used
Web 1.0 vs. Web 2.0
How to leverage Web 2.0 - strategy before execution
How web 2.0 products need to be managed
Change with the times - they are moving faster now than ever before
#pizzasummit09
It’s more than one thing
What’s the payoff?
Finding the right mix for your business
Questions still remain
Case Study WingZone
Case Study
Marketing Efforts were Fragmented
Low Brand and Offer Continuity
No Systemic Programs with Tracking
Low Franchisee Satisfaction
Spending Too Much
Too Many Suppliers
Marketing Staff Spending Time Purchasing vs Marketing, Strategizing, Planning, and Executing.
#pizzasummit09
Case StudySolutions
Expanded System Wide and LSM Options
Plans to Consolidate Volume and Buying Power of System through Enrollment programs.
On Demand Services
Updated Grand Opening Kits
Creative Services
Strategy, Planning, Scheduling of system wide and LSM marketing initiatives.
On Line Ordering, Versioning, Proofing, Payment, and reporting of all items.
Case Study- Critical Capabilities
Print Planning and Manufacturing
Media Planning, Buying and Management
Creative Design
Database & Fulfillment Services
Digital, Sheet-Fed, and Web Printing
Web Based On Line Ordering Site Programming, Construction and Maintenance
#pizzasummit09
Case StudyResults
One-Stop-Shop for all system needs
Leveraged system-wide best practices
All Marketing initiatives are executed and trackable
Better leverage of internal staff/resources
Ability to leverage Partner expertise and experience
Greater Franchisee participation and satisfaction
#pizzasummit09
Collaboration Questions
What things am I doing to reach guests on a consistent basis?
Am I using the social web and how?
How am I getting to demographic data about my customer?
#pizzasummit09
Power Info Video Session & Break
The Social web and how the power of crowds will make a difference in your marketing
Kelly Olexa & Freda Mooncotch
Main Session Four
massive changes are occurring in our society and economy. If you want to excel, you will need to be ready to break some rules.
Learning the New Financial Business Model for the Modern
Speakers
Richard Slawsky David Zaslavsky Jehan SualnierModerator
#pizzasummit09
Chris King
Best Sources for funding growth
0 0.175 0.35 0.5250.7
29%
53%18%
67%18%
15%
Bank/Trad
Angel Investors
Private Funds
2009 2007
1200 US Operators polled 2007 & 2009 - Research by - Food Action Group
Enable your technology
Make use of your POS system
Most operators don’t take advantage of many of the marketing and bookkeeping features available on their POS systems
Lazy customer marketing
Friday morning email blasts
Inventory control
#pizzasummit09
Lower Equipment & Services Cost
Leasing
Refurbished equipment
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Maximize your POWER
Commit your business to one vendor in exchange for a price break
Forge alliances with other operators, i.e. Louisville Originals
National Cooperative Business Association
#pizzasummit09
Who we are
Bostone Pizza: Boston's authentic NY pizzeria, featuring thin crust
Neapolitan and deep dish Sicilian pizza
Founded January 2007 in Boston, MA on Newbury Street
First year sales were $723k Year two $973k / $35% increase.
Concept: Quick Service establishment with Traditional and Sicilian by the
slice and by the pie - also pasta, subs and salads
#pizzasummit09
Growth in these times
Looking for growth in tough economic times
Challenges:Liquidity CrisisThe reality of todayˇs business: decreased traffic, low cash levels, andhigh debtHigh Rent and High Fixed CostsControlling and limiting variable costs
Opportunities:Increase marketing (doing more with less) below the line marketing -measuring ROIRenegotiate Lease Rate = increase in profit (cash flow)
#pizzasummit09
Creative Finance Independent Style
Bostoneˇs Growth Strategy - opportunities
Boston area news: Pizzeria Regina to Open Six New Locations (growth in tough times is not just for established firms)
Key Drivers for Bostone expansion- Cash flow to offset high profile Newbury Street location- Build brand- Increase shareholder value
#pizzasummit09
Creative Finance Independent Style
Current Economic Climate = ideal time to acquire space and secure long
Term lease - Our current deal: .30 cents on the dollar from 15 months ago
Asking price for assignment of lease - Jan. 08: $250,000 Accepted price
May 09 $40,000
#pizzasummit09
Our Growth StrategyAttracting investors
Investor is looking for:
Professional pitch
Corporate Identity stylized logo, sharp website and professional fit out (doing more with less)
Financial management and operational capability to roll out concept
#pizzasummit09
Our Growth Strategy
Trademark and brand protection (Bostone Pizza vs. Boston Pizza)
Brand Development - Vision, plan and ability to execute
Shareholder value - Monthly dashboard analytics and reporting
Exit plan for us, and our key investor we are not just in the pizza
business, but the real estate business
#pizzasummit09
FC Stone
One of the largest concerns for pizzeria operators that we have encountered is commodity prices.
The volatility in commodity prices has a direct affect on gross profit margins and should be monitored carefully.
Best Practices
Know your risk. Have a commodity risk management program in place.
Enter into longer term fixed pricing with suppliers in order to control input costs
Remain Competitive
Create downside price participation after locking in a fixed price in order to remain competitive.
#pizzasummit09
How to use Futures
Utilize futures and options and Over the Counter products to mitigate risk
#pizzasummit09
Collaboration Questions
What creative finance plans have you put in place in the last year?
How are you dealing with Commodity / Risk Planning?
What areas in your business do you see the biggest financial challenge, and your plan to fix it?
#pizzasummit09
17 Speakers
6 NetworkingPrograms
9 Educationsessions
Millionsof Ideas!
Thank You