John Daly branded pizza program rolls out

March 16, 2010
Golfing icon John Daly is launching the new John Daly Pizza Program in retail venues across the nation in partnership with Perky's Foodservice Concepts Inc.
Golf courses, c-stores, bowling centers, truck stops, casinos and bars are among the places the already branded pizza may appear this year, according to Perky's president Jim Howell.
"John Daly is a worldwide-known brand," he said. "He has contacts in casinos, truck stops, other businesses outside the golf industry as well. He's a known brand out there in any business."
The program is focused on a revenue-generating compact pizzeria, developed by Perky's Foodservice Concepts, and based on the company's 23-year history in the "business within a business" model. Through several focus groups, The John Daly Pizza Brand showed far-reaching appeal and is currently generating food service revenues in golf courses and restaurants.
The program provides a quality pizza product, with large and personal-sized pizzas, as well as other menu options like chicken wings with a selection of savory wing sauces.
"When we added John Daly's Pizza to our menu, the increase in food sales was immediate," said Mark Fairbanks, general manager of Lion's Den Golf Course in Dardanelle, Ark. "Our members will call minutes before they arrive at the course and order a 7-inch pizza to be ready for them before they tee-off. … Pizza is now probably 75 percent of our food sales."
Howell said the program will expand rapidly to more businesses in 2010 but wouldn't say which ones yet.
"There are very large chains interested in rolling out the John Daly program. Part of the appeal is that he'll be involved in appearances; (there is the) ability to go to tournaments in the deal," he said. "Perky's has a built-in network as well."
Perky's has more than 600 operators, both domestically and internationally, in a wide range of venues including: bowling centers, skating centers, golf courses, family entertainment centers, c-stores, military installations, hotels and bars.

Topics: Business Strategy and Profitability , Case Studies

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