New Orleansâ€™ first pizza restaurant promoting digestive health opened as Worldâ€™s Healthiest Pizza in September 2006. Its first boxes explained in colorful detail how its macrobiotic ingredients clean the digestive tract.
That was the companyâ€™s first major mistake, co-owner Randy Crochet said.
â€œPeople donâ€™t want to eat pizza if it says itâ€™s healthy,â€ Crochet said. â€œYouâ€™ll always get that segment of Whole Foods people who get it and eat it, but those arenâ€™t the people we want to capture. We want the ones who are eating Dominoâ€™s, Pizza Hut, Papa Johnâ€™s and the others.â€
With that in mind, Crochet and partner Jeff Leach decided they would go from being the â€œhealthiestâ€ to just Naked Pizza in March 2009. That required a new approach.
Patrick Murphy, assistant professor of management at DePaul University in Illinois, said finding something that separates a company from competitors is key. Read more.