The Examiner:
Successful entrepreneur Don Snider, the new owner of Papa John’s in Ann Arbor, is once again showing his appetite for growing Michigan businesses. He is launching a growth strategy that takes into account competition, the economy, and the community he serves.
The restaurant located at 401 East Huron Street has been successful serving the pizza loving University of Michigan student body. Snider purchased the franchise after verifying the location had a positive cash flow and room to grow.
A believer in mirroring the community, Snider understands the importance of understanding the student culture in order to thrive.
He quickly learned the student culture in order to know how to be most successful in competing for their pizza money. Fraternity brothers helped in the process so he could meet the expectations of students looking for value and great taste.
Unexpected competition
Timing of the purchase presented a challenge. Just after signing the agreement, Domino’s began a major campaign heralding a completely new product. Pizza Hut also announced any large pizza would be priced at just $10.
In preparation for the Super Bowl, Snider worked with Papa John’s management to develop an ad campaign offering a large pizza with any or all of Papa John’s 10 toppings for just $10. Snider points out they will also be offering their extra-large pizzas for just $2 more, something Pizza Hut cannot do.
Despite the timing, Papa John’s has continued to produce sales, thanks to Snider’s energy and an excellent staff.
Yet Snider is aware that summer will be the biggest challenge, given the fact the Ann Arbor campus will be relatively empty during the long semester break.
He says he has plans to reach out into the non-student community also sharing the close proximity to his restaurant.
This method of cultural customer awareness has proven successful. La Pita Fresh found itself in a similar situation. Located adjacent to the Wayne State University campus, La Pita Fresh depended on the student body for business. When students left town, business became non-existent.
La Pita developed a plan to reach out to the medical community at nearby Detroit Medical Center (DMC). After due diligence in learning the healthcare culture, La Pita was able to cross the profit threshold of serving 800 plates per day.
Summary
Mirroring the community you wish to serve is an important aspect of building business. The secret is remembering your community is a blend of cultures. Targeting one culture may not spell success, but catering to two specific cultures provides quicker success than generic marketing.
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