Friday, November 27, 2009

Naked Pizza (Worlds Healthiest)

Here is an article from Michael Masterson's Early To Rise newsletter on pizza as a business opportunity:

In 2006, Jeff Leach and Randy Crochet decided to open a business selling healthy pizzas.

Jeff, an archeologist, was an amateur expert in natural health. He knew how bad processed foods are and convinced Randy, a mortgage broker, that they could make a nice living selling a healthy pizza pie.

They spent 18 months and $750,000 researching and testing their product. Then, last year, they opened their first store in New Orleans. Their pizza had a crust made of 12 whole grains, low-fat mozzarella, and a tomato sauce with no additives.

Why they needed to spend $750,000 to come up with that recipe, I can't say. Had they been reading Dr. Al Sears or Total Health Breakthroughs, they could have saved themselves a lot of money.

They called it the World's Healthiest Pizza. And printed on the pizza box cover was a mini "dissertation" (written by Jeff) about how food is processed in the lower intestines. A local marketing guy, Robbie Vitrano, saw their product and convinced them to change the name to Naked Pizza, rewrite their box copy, and advertise on the Net.

Their pizza was tasty -- really tasty, according to some local Internet ratings. And the new marketing pitch seemed to click. Their sales were growing and their reputation was spreading.

Then they took another step. They applied for funding from the Mark Cuban Stimulus Plan, and got the financial help they needed to franchise Naked Pizza nationwide.

Leach hopes to see 1,000 locations or more across the country. It could happen.

These guys wasted a lot of money "researching" their recipe. Still, even with the low-fat mozzarella, it isn't all that healthy.

But what they did really well was find a new way to sell an extremely popular product. And they did so without raising the price or sacrificing quality. In fact, they improved it.

Everybody eats pizza. If you can give people what they want anyway -- cheaply and with a significant advantage (in this case, less guilt) -- you have a product that can catch on.

If you wish you had thought of the healthy pizza idea yourself, don't sweat it.

If you think about it, you can probably come up with your own "spin-off" idea that should work just as well as pizza.

Just keep these points in mind:

  • Retail is a very difficult business.
  • But fast-food restaurants often beat the odds.
  • Healthful foods are becoming more popular.
  • Cheap is always better than expensive, especially today.
  • A single-item restaurant is the easiest to manage.

This article appears courtesy of Early To Rise, a free newsletter dedicated to making money, improving health and secrets to success. For a complimentary subscription, visit