Workshop 4 (Fee: $250)
From Market Research to a Long-Term Brand Strategy
With Mike Bausch and Keith Coffman
No one intends to fail, but very few intend to succeed. By building a plan to succeed you can eliminate failure from the equation. Whether you’re working on you first pizzeria, considering expansion or giving your current business a revamping, creating a successful pizza restaurant starts by identifying the demographics and buying characteristics of your target customer base. Pizzeria owners Mike Bausch (Tulsa, Okla.) and Keith Coffman (Bowling Green, Ky.) have done this with great success and they’ll share P & L’s and walk you through the research steps that should guide your customer-based business plan — from choosing the appropriate location to deciding between table or counter service to menu items and prices and other crucial decisions. You’ll learn how to write your own value proposition and develop a branding strategy that suits your product and market.
Mike Bausch moved from California to Oklahoma in 2005 to found Andolini’s Pizzeria at the age of 22. He has since transformed what began as a 1,500-square-foot pizzeria with 10 employees into a five-unit restaurant business with more than 150 employees. Andolini’s currently has four highly profitable locations in the Tulsa area as well as a mobile food truck, with plans to keep expanding. Along with his pizza and kitchen know-how, Mike brings a hands-on approach to solving restaurant problems during his Pizza Expo seminars.
The owner of Lost River Pizza Co. in Bowling Green, Ky., Keith Coffman spent more than four years developing his restaurant concept before opening in 2011. Now with approximately $1 million in annual sales, he has won accolades for his award-winning pizza and extensive craft beer offerings. Keith used his education and previous work experience in marketing and sales to his advantage, conducting his own market analysis and feasibility studies prior to opening Lost River.
Register for Pizza Expo and this workshop.
School of Pizzeria Management
Certificate of Completion
Attend any of the Sunday and Monday workshops and receive a suitable-for-framing certificate from the School of Pizzeria Management highlighting your name, the course completed and the date of attendance.