Daily Archives: February 25, 2011

Naked Pizza first and foremost a “Social Media” company

This is part II of our look at Naked Pizza and their Social Media marketing.

I just love the fact that the ownership calls Naked Pizza first and foremost a “Social Media” company.

Naked Pizza went a step further and sent its business plan to billionaire Mark Cuban. He invested in the business and made introductions to other investors, including The Kraft Group, owner of the New England Patriots.

He [Mark Cuban] also began delivering business advice, including one insistent tip: Start using Twitter to promote both the pizza and the mission behind it.

Naked Pizza rented a billboard in New Orleans to announce its Twitter handle. It started tweeting about topical issues involving food, health and policy, as well as special promotional offers. It set up a Facebook page to gather more fans. It began posting videos on YouTubeintroducing viewers to the store, the food and the founders’ desire to change the world through pizza.

“Whether we’re right or wrong, we have an opinion and a perspective, and we put it out there,” says Leach. “That little kick makes all the difference in the world when you aspire to scale.”

By the time they started to offer franchises in October 2009, Naked Pizza had more than $500,000 in annual revenue from a single store–and thousands of online followers around the country.

“Some people have a mission in life, and that’s a very interesting thing to be a part of,” says Augie Ray, senior analyst for social computing at Forrester Research, an independent company that studies the business implications of changing technology. “Naked Pizza wouldn’t be as interesting if [it] just used [social media] to broadcast marketing messages. It’s an organization that’s…engaging people in things they care about, offering a mix of promotional messages within the context of relationship-building.”

http://www.entrepreneur.com/article/217200#


Social Media in Action-Naked Pizza

People always tell me they love the idea of social media but don’t see how it can generate business. The social media example that I like the most is Naked Pizza.

New Orleans-based franchisor Naked Pizza announced last week that it has signed multiunit area contracts in four more U.S. cities, is opening two test stores in Dubai by the end of the year, and plans to expand into Abu Dhabi by 2011.

That gives Naked Pizza more than 300 stores under development in 18 markets just 10 months after launching its franchise operations. Yet the grand opening of its first franchise location, in Miami, is still several weeks in the future.

It’s true that takeout and delivery pizza is a proven business model that’s made to scale. It’s also true that Naked Pizza has fueled its expansion by choosing to award franchises only to experienced multiunit developers willing to operate at least five and as many as 50 locations in their area. Yet at this writing, its only store is a test kitchen in New Orleans.

So what’s behind Naked Pizza’s explosive growth? If you consider it “going viral,” you’re not far from wrong.

Co-founders Jeff Leach and Randy Crochet are frequently quoted as saying that Naked Pizza isn’t a pizza company, but a social media company that sells pizza. In fact, their entire business plan is based on using social media and rapid expansion to promote a healthier version of a popular fast food, one with no sugar or trans fats and about half the calories of the competition’s products.

http://www.entrepreneur.com/article/217200#



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