Pizza Experts
Itwas September 1989, and Joe Hillier and Harold Baker,
prospective franchisees, were excited about their upcoming
interview with Rob and Wayne Moore. The brothers were co owners of
Pizza Experts, the mostpopular pizza company in Newfoundland, and
they were about to Select a suitable franchisee for St. John's,
Newfoundland. Despite previous success in selecting franchise
owners, Rob and Wayne wondered if the existing franchise agreement
offered the right benefits to attract the "best" franchisees.
Conversely, Joe and Harold were interested in owning a Pizza
Experts franchise only ifitprovided sufficient returns. The
interview.
would allow the two groups ofmen to evaluate the franchise
arrangement and each other
Company and Market History
In 1985. Rob Moore left Rob's Pizza Palace, a St. John's
restaurant owned by himselfano three others, to create Pizza
Experts. On December 10, 1985, Pizza Experts opened its doors on
Torbay Road (Exhibit 5), This was a popular location for family and
fastfood restaurants, as it was adjacent to a heavy residential
area in the Eastend of the city. Without formal market research
studies on the area, Rob had reacted to his business instincts in
selecting Torbay Road as the site. His instincts proved accurate;
in the 1986 business vear, sales exceeded the expected $300,000
level. In August 1986, less than a yearafter opening the Torbay
Road Store, Wayne Moore opened Pizza Expers' second store in
Churchill Square This was a very successful retail area, housing
specialty shops and services near Memorial University of
Newoundland (student population of approxima tely 16.000). In
February 1988, the brothers opened a third store on Kenmount Road,
a prime commercial area of the cily. According to Rob sales
continued to increase atthe Churchill Square and
Torbay Road outlets due to a new marketing concept, i.e.,
pizza delivery to your doorstep within 35 minutes. He also believed
high frequency advertising and posive word-of-mouth advertising led
to increased patronage atall stores.
In the late 1980s the pizza market was booming across Canada.
According to Food Service and Hospitaliy magazine, more than $400
million profit was eamed in 1988 by Canada's top 100 pizza
establishments, and every pizza company ranked in their Top 100
list experienceo sales growth. A major portion of this growth was
in the take-out and delivery part of the usiness. According to the
Canadian Restaurant and Food Services Association, the take-ou and
delivery market grew by 16%, outpacing all other food sectors in
1988. This market was expected to be the largest future growth
leader, due in part to the VCR revolution.
Consequently, the number of people interested in entering this
booming market was growing, making it easier to attract potential
franchisee owners for expanding pizza companies.
1
Rob and Wayne perceived these growth opportunities in the
pizza market and decided to se up Pizza Experts franchises. As Rob
noted, "Franchising is the fastest way our company can expand;
major capital requirements are covered by the franchisees. In
addition, having franchisees to operate individual outlets provides
more time for Wayne and me to develop future strategies for Pizza
Experts."
After the Kenmount Road outet was operational, the Torbay and
Churchill outle ts were placed on the market as franchise
opportunities. The two stores sold quickly because ofthe good
reputation built by the established Pizza Experts restaurants. 'Me
Kenmount Road store remained owner operated. The first franchise
outside St. John's was openedin Mount Peard in
August 1988. Much to Rob's delight, the new ownerhad
previously been employed by Pizza Experts. As Rob said. "We like to
build from within, since these are the people most famillar with
ouroperations. A month later, a franchise was opened in Comer Brook
about 700 km from St John's on the West coastof Newfoundland. The
most recent franchise opened or Water Street, in the downtown
district of St. John's, in June 1989. After four years, Rob and
Wayne's company had expanded rapidly from a single outiet to a $5
million operation comprised of six restaurants. Rob believed Pizza
Experts had become the most popular pizza company in Newfoundland.
On an average Friday night, the St John's utlets alone handled more
than 1,000 telephone requests for pizza delivery.
The Franchise Arrangement
As part of the franchise application process, potental owners
of Pizza Experts outlets had to submit a Pizza Experts franchise
application to Rob and Wayne
Moore (Exhibit 1); they were also required to agree to credit
and personal reference checks.
Furthermore, potential franchise owners were usually required
to have $150,000 dollars personal net worth in order to merit an
interview. Potential franchisees were permitted to evaluate an
income projection and Pizza Experts Proven Recipe of Success
(Exhibits 2 and
3). The income projection was not an income guarantee; it did,
however, give the future owner an idea ofexpected revenue and
costs. It was also imperative that the franchisee put many hours
and a lot of additional resources into creating a successful
restaurant.
The Pizza Experts initial franchise fee of $25,000, and
royalty fee of 4% of annual gross eamings were somewhatless
expensive than those of competitors (Exhibit 4). Rob felt it was
necessary for the franchisee to have a minimum of $50,000 cash to
cover equipment purchases and leasehold improvements. Previous
experience had shown thata $ 10,000 operating line of creditwould
be necessary to cover working capital needs. The initial franchise
term was ten years, with an option to renew for another ten years.
Franchise fees would be renegotiated upon renewal
As part of the franchise agreement, ingredients for all outets
were ordered from one supplier to standardize quality. They were
packaged with the Pizza Experts logo and sold to the franchise
outlets. "Dough is the pizza; anyone can sprinkle on the toppings,"
claimed Rob. The Moore brothers had spent years experimenting to
develop the bestpossible crust and did not wan franchisees to use
anything else. Rob substantiated his beliefin the importance of the
dough/crust by citing a 1987 study conducted by M-5Advertising. The
St. John's market research company identified taste as a positive
factor for 42% of those who had eaten at Pizza Experts.
A close, friendly atmosphere in an efficiently run business
was encouraged at all locations, and closely monitored by Rob and
Wayne. In fact, franchise owners adhered to a regular reporting
schedule. Wayne, who was in charge ofinance, received daily,
weekly, and monthly sales data from each franchisee. In addition,
each franchisee had to produce audited annual financial statements.
If there were any problems with operations, the franchise owners
had to answer to the Moore brothers directly. One franchisee had
already been replaced because o poor management skills and his
refusal to take the brothers' management advice to improve
performance. The Moore brothers did this reluctantly; they believed
in providing managemen advice to franchisees not only in start-up,
but for the duration of the franchise agreement.
Having exhausted all options to improve performance in the
affected outet, Rob and Wayne had no choice but to end the
franchise relationship because of its potential negative impact on
the Pizza Experts family
As further support and protection for franchisees, Rob and
Wayne provided territory protection.
To accomplish this, the city was divided into five zones with
population blocks of 25,000
people (Exhibit 5). Zone protection guaranteed thatonly one
store would be built in each zone.
herefore, future restaurants would be situated properly around
the city thus reducing "cannibalisation" of established outets'
markets. This zoning also ensured quick pizza delivery during the
busy weekend nights. Each outlet was allotted a particular zone so
that delivery service would be efficient and the possibility of one
store becoming swamped with orders would be minimized. To emphasize
this concept, a new marketing slogan was also ntroduced: "You are
now entering the Pizza Experts Zone." The Moores knew the zoning
had proven successful, since 80% of Pizza Experts takeout customers
stated location as their mair eason for selecting the company when
surveyed in the 1987 study by M-5 Advertising. Pizza Experts also
used a centralized computer system for take-out orders. The orders
were sent to the appropriate zone and the franchises were billed
for their proportional use of the telephone and computer system
used in delivery operations.
Once a Pizza Experts franchise was operational, the outlet had
to take partin a co-operative advertising program supported by 3%
of annual gross sales. This program helped ensure growth ofthe
company, positive exposure for new outlets, and continuation of the
existing consumer advertising program. To give the restaurants
continued visibility, the co-operative advertising program utilized
four media: radio, television, newspaper, and direct mail. The
franchise owners metmonthly with Rob and Wayne to discuss the
merits of proposed advertising programs. No new sales promotional
activities were adopted unless a majority of the franchisees agreed
to the new concept.
Since Pizza Experts catered to pizza lovers between the ages
of 18 and 40, a theme offun and entertainment was emphasized.
Charie Chaplin, used on the Pizza Experts logo to symbolize
relaxation and enjoyment, reinforced this theme. As well, one
unique advertising medium, a St John's Transportation Commission
bus, used the Charlie Chaplin symbol, and reminded pizza lovers of
the delivery guarantee and Pizza Experts phone number ("double
one-double 011).
The Franchisees
All Pizza Experts established franchise owners had many of the
qualities the Moores looked for in a franchisee. From experience,
Rob knew the importance of a franchisee's reputation. "If an owner
is not well liked, that owner is not going to be supported by the
community." Since Rob viewed St. John's as a conservative centre,
with thirty-three pizza shops in the greater metropolitan area, he
believed the importance of a favourable public image and an
outgoing personality could not be minimized.
Rob also stressed the importance of dedication. Owners had to
focus all their efforts on the restaurant. Ambition.and quality
were notenough. Other desirable characteristics were sound
financial backing, business sense, experience, and education.
Although there was no ranking
search financial backing, business sense, experience, and
education. Although there was no ranking system for these
characteristics, all applications were measured using a plus/minus
rating.
The financial background and favourable exposure in the
community were weighted fairly heavily. The Moores preferred
"business marriages," where individuals with experience in the
estaurant business would team up with people having sufficient
capital to start a franchise.
Rob and Wayne were impressed by the number of individuals
interested in learning more about the Pizza Experts franchise
concept Applications arrived regularly from potental franchisees.
In the most recent screening, Rob and Wayne identified Joe Hillier
and Harold Baker as the best candidates for further
consideration.
Potential Franchisees' Background
Having completed the application form, Joe and Harold believed
they had many of the qualities the Moore brothers seemed to be
looking for in their franchisees. Joe had a Master o Business
Administration (MBA) from Dalhousie University in Halifax, Nova
Scotia. During his academic studies he had been employed as an
assistant manager for an independent pizza outlet, and for the
pasttwenty three years he had owned and operated an income tax
service in Comer Brook. Joe had a lotof practical experience but
his references indicated thathe was 1ou
not receptive to newideas and change. He came from a
well-respected, wealthy family in the Comer Brook area. Over the
years Joe had managed to save $100,000 for a newbusiness venture,
and his family was prepared to provide another $20,000 if
required.
Harold had received his high school diploma from Brother Rice
High School in St. John's and a business diploma from the
Newfoundland Career Academy, a private college. While atthe
Academy, Harold studied Business Administration, a one-year course
with a primary focus on accounting and computer training. Course
work, however, also included entrepreneurship different forms of
Canadian business, communication, and supervisory skills. Harold
was ar enthusiastic individual with a well-rounded business
background, despite having declared bankruptcy in his previous
venture. Undaunted by the bankruptcy, Harold had no difficuly
quickly finding employment In fact, he was immediately employed as
a marketing manager with a major oil company in St. John's.
His references highlighted his ability to produce excellent
marketing promotions, but commented negatively on his brash
mannerisms. With their combined skills, Joe and Harold were
confident they could open and successfully run Pizza Experts' next
franchise in St.John' The men were looking forward to meeting Rob
and Wayne and finding outmore about the franchise agreement.
Case Questions
1. Identify the factors Rob and Wayne considered important in
evaluating potential franchisees. Evaluate Joe and Harold against
each of these criteria. Make a recommendation to the Moores on
granting a franchise to Joe and Harold
2. What, ifany, elements of the franchise arrangement should
be altered to enhance the benefits each party would receive?
3. Given the information provided in the case, would you buy a
Pizza Experts franchise rather than purchase another pizza
franchise, Would there be advantages to starting a business from
scratch rather than purchasing the franchise? Evaluate the
options.
4. What advice would you give an entrepreneur evaluating a
Pizza Experts agreement?