Case Study - Mountain Mike's Pizza
Our Hero
Mountain Mike's Pizza. More than 125 locations throughout the West.
The Competitive Horde
The pizza category in virtually every town is intensely overcrowded with dozens of national, regional and local operators screaming for their share-of-mouth. Mountain Mike's Pizza is seriously outnumbered... everywhere.
Here's Where It Hurt
Non-stop competitive new product introductions, steep discounts and huge media budgets make it almost impossible for a smaller chain to stand out. There's no way for Mountain Mike's to match Pizza Hut, Domino's, Papa John's, Papa Murphy's et al. dollar for dollar. And if you can't break into the customer's consciousness, you're dead.
The Insight That Changed the World for Mountain Mike's
There was no way to out-taste, out-price, out-deliver or out-fun the competition. However, there was one place where we could stand out and prosper by being BIG... BIGGER... MORE INDULGENT... MORE FULFILLING... MORE REWARDING IN EVERY WAY.
These physical and emotional rewards are very important to many pizza lovers — and Mountain Mike's pizzas, store operations and marketing communications deliver these each day.
Going to the Bank
Mountain Mike's has increased both market share and sales relative to every national pizza chain in the region.
