Brochures and Your Pizza Restaurant

Their largest concern was always their picture. They desired to convey an picture of being high quality and concerned about their reputation. They desired to maintain high standards, and they felt that doing the small things right would set in place a practice that would lead to success.

The Superior and Excellent Pizza Emporium was put together by several guys who decided to become nice at both product and delivery. Their hopes were that they might finally turn small shop in to a chain and the chain in to a national organization.

Still, they knew that they had a lot to learn. They desired to move to the next step and they wanted some professional advice on what that next step ought to be. Most people are terrified of taking risks but sometimes it is important to step out of your comfort zone and take a chance and that is what they decided to do.


They listened carefully to their ideas and came to the conclusion that the best way for them to move forward would be to create a great brochure, that would outline their business philosophy as well as give the details of their available products


They decided to call on someone they knew who might be in a position to advise them: a salesman at a full service printing company and who had helped them do some flyers when they originally opened their doors. They ran in to him by chance, and they invited him over to see their new location.

They asked them to sit down and outline their philosophy of doing business and to give examples and details of the kind of things they had done to make themselves a cut above. They took down all of the relevant information and took a couple of days to work up a sample. When they brought it back, they were impressed. They turned some of their most important ideas in to performance promises, i.e. their guarantees of performance in terms of quality and service.


That idea of a performance guarantee hit exactly the right note. They wanted their business to be looked at the same way a contractor or professional would be looked at: someone who guaranteed their work and stood behind it.

Satisfied with the preliminary work, they ordered0 thousand brochures, for each order that the estimated would be going out the door over the next six months.

Adapted from Johann Williamson