Dodo Pizza’s headquarters is starting a new round of negotiations with investors. We’re growing globally (for instance, Dodo Pizza opened in China in June) and need a few more millions to feed our expansion. As part of this process, our small American branch, which now consists of only one pizzeria in Oxford, was asked to outline a long-term plan for the US market.
As you probably know, Dodo Pizza Oxford doesn’t take orders via phone—we decided to cut off the landline to save money. As a sort of bonus, now we have plenty of information about our customers. The Internet knows everything, and our website for Oxford has been up and running for more than three months. So we dove into the data hoping to glean a few meaningful insights about our customers and their needs. Spoiler: the effort has totally paid off.
Oxford has halved. Students are out of town for the summer, and our sales have dropped. It’s high time we think about what will happen when they get back. Nothing good, I have to admit.
“Everything can always be done better than it is being done—even a pizza,” Henry Ford said once. Really? Okay, you got me. He didn’t actually mention a pizza. That’s my fib. But the rest of the sentence is true. And Ford’s rule works in our business like in any other—which can be quite a challenge if your pizza is good already. And ours, well, isn’t bad.
Almost any new idea looks cool—until you start implementing it. Our cool idea was to sell milkshakes at Dodo Pizza. And back when we first started, the logic seemed cogent. Americans love milkshakes. Nobody in the pizza delivery business sells them. And most importantly, milkshakes perfectly fit our trendy concept.