As PMQ celebrates its 20th anniversary, we honor the past and look forward to the future in this special oral history.

PMQ’s founders and longtime team members reflect on two decades of progress, pranks, pitfalls and pizza.



(page 1 of 10)

 

Steve Green, CEO and founder: Before I started PMQ, I had already owned and managed Domino’s Pizza stores in California, New York and Mississippi, but it was my first job in pizza, in 1982, that opened my eyes to the potential of the pizza industry. I found I was good at selling pizza. As a store opening marketing specialist for Domino’s Pizza, I was tasked with creating and executing grand-opening marketing plans.

We broke a new national sales record for a store opening in Tupelo, Mississippi, by using direct mail, door hangers, and boxtopping. We also had a special bicycle built for six that we drove around town. We flyered all businesses and distributed cups with coupons to people on the streets, and we did radio and TV commercials. Since we were a large chain coming to a small Mississippi town, the best approach was to sound personal and local. We took a driver with a great Southern accent and presented him as the head guy [of the franchise]. Pizza Hut was so upset, they ordered a hot air balloon to give rides to people in town. So I got a local farmer with a plane carrying a streamer that said “Domino’s Pizza Delivers” to buzz his balloon ride. The newspapers picked it up, saying, “There’s a pizza war going on in Tupelo!” We ended up setting a new national sales record of $37,000, which stood for ten years.

I also created something called Green Mail. We were the first to take sales receipts and put them in a computer, creating databases and direct mail programs, measuring results. Then, while doing direct marketing for five regional chains, I started publishing a newsletter called Pizza Marketing Quarterly. The whole focus was on selling pizza. We started getting subscribers. I sold, printed, wrote and edited it and sent it out to our list of 10,000 pizzeria operators. It was very well-received and easy to write. My first four issues were basically case studies with real stories and real results from my own clients. The first issue was 36 pages, but within a year or so we grew to 68 pages. Linda came in on the second issue. I convinced her she could make more money selling ads for PMQ.

 

Edit Module

Tell us what you think at or email.

Edit Module
Edit ModuleShow Tags
Edit ModuleShow Tags

Related Articles

Make the most out of your pizza boxes with these tips from operators

Pizza boxes offer up prime marketing space for operators—but are you using yours to its full potential?

True Greek pizza isn't just olives and feta cheese.

PMQ explores Greek-style pizza’s characteristics and history in the United States.

The Dough Doctor tackles effective dough management strategies

If your pizzas aren’t coming out right, here’s how to put your finger on the problem.

What's Your Story? Vets2Success

An Iraq War veteran is using the culinary arts to transform the lives of fellow vets seeking a new start in life.

Recipe of the Month: Get the gluten out with DeIorio's Fresh Prosciutto Gluten-Free Pizza

Serve your customers this prime pie made with fresh prosciutto, garlic and DeIorio's gluten-free pizza shells.

Is your pizzeria geared up for National Pizza Month?

New managing editor Bill DeJournett runs down the upcoming marketing frenzy.

Let your fingers do the talking with text blasts

Think Tankers weigh in on using text blast programs with your market base.

Some Italians Jumping Ship on True Neapolitan Pizza

Italian consumers today demand a healthier product, which has pizzaioli experimenting with different kinds of flour and reviving ancient techniques.

Product Spotlight: September 2018

Pizza box knives, speedier pans and more.

Idea Zone: Custom Cheese Shakers Make for a Fun & Exciting Functional Promotional Item

Make a statement with these branded cheese shakers from CustomCheeseShakers.com
Edit ModuleShow Tags
Edit ModuleShow Tags
Edit Module
Edit Module
Edit ModuleShow Tags
Edit ModuleShow Tags
Edit Module
Edit ModuleShow Tags
Edit ModuleShow Tags