New hairy goal: 16 to 200 units in Europe, US, and China in 3 years

New hairy goal: 16 to 200 units in Europe, US, and China in 3 years

02 November 2018

Maxim Kotin

Chief storyteller

Maxim Kotin

A new big, hairy, audacious goal: to grow the number of Dodo Pizza shops in Europe, the US, and China from 16 to 200 by the end of 2021. Quite a challenge for our team—since now our business is struggling hard in these regions.

Dodo in Brighton, UK made it to the top 50 pizza joints in the country, but is still unprofitable, and a year has passed since its launch.

After a good start in the US in Oxford, our second American location, Dodo Pizza Southaven is already nine months old, but still can’t gain traction.

China isn’t much better.

Dodo Pizza is doing so well in Russia and other ex-Soviet countries that the growth in our home market made us one of the fastest-growing pizza chains in the world. But we don’t want to content ourselves with a title of a strong regional brand. We aim to build a global company.

Fyodor Ovchinnikov, Dodo Pizza CEO, believes that a new public goal will create incentives for our team to start thinking about how we can overcome the current setbacks and make a breakthrough in Europe, the US, and China.

This goal will force us to reverse-engineer our future success. After all, that’s how Dodo Pizza was built in the first place, having gone from 0 to more than 400 locations in less than eight years.

The new goal makes us rethink our current strategy. The team has already come up with a few first steps towards our BHAG.

  1. Misha Chernyshev, our marketing director, takes Brighton as his personal project  to skyrocket its sales. Our product in UK is awesome, so it’s marketing that we need to figure out.
  2. Starting October, Kirill Vyrypaev, Dodo Pizza CFO, becomes responsible for business development in Europe and Africa.
  3. In a few months, we’ll open an office in Europe—probably in Amsterdam, and start building our international team.

So the game is on. See you in three years.

Update. See Kirill Vyrypaev talking about the latest developments in EMEA (October 2019):

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