Rolf Wilkin hasn't done bad for a guy who knew nothing about pizza when he borrowed money to open his first pizza store in 1992. Since he appeared on the first cover in the fall of 1997, Rolf has doubled the number of stores he owns. When we wrote about Rolf's Eureka Pizza two-and-a-half years ago, he owned five pizza stores. He now has 11 stores and will be opening his 12th, which will be his first franchised store. So, what is the secret to his success?

His secret is marketing. "There are no magic bullets," says Wilken. "Just come up with a solid message and send it out there. Advertising is the biggest advantage."

Over the past three years, Rolf has kept upgrading his marketing strategy. Radio and television ads are continually upgraded to get his name and message out there. In addition, he has continued to look for areas of improvement in the stores. One way he found to improve his business is the creation of his very own two-and-a-half week pizza school for Eureka's managers and assistant managers. He built an actual classroom in one of his stores where his staff learns local store marketing and management.

Another way he stays on top of the game is by keeping individual store managers in charge of local store marketing. Why not? They are trained in his pizza school to handle local promotions. Media advertisement and direct mail is centralized with Eureka's marketing director.

Rolf has also seen highly positive feedback from his 'Operation Hot Tip' program. 'Operation Hot Tip' incorporates the introduction of this cigarette lighter, plug-in style hot bags from Check Corporation and a training session designed to increase customer satisfaction and driver tips. When drivers present customers their order they are trained to say things like, "Careful, don't burn your fingers," or "Don't you like our new hot bags." Rolf said drivers don't mind because they believe that 'Operation Hot Tip' increases drivers' tips.