December 22nd, 2021

Mike Ilitch was a minor league baseball player (four years), experienced a leg injury and was forced to quit baseball.  He and his wife had saved up approximately $10,000 decided to open up a restaurant.  He wanted to call it “Pizza Treat” and she wanted to call it, “Little Caesar’s,” so at the time they called it “Little Caesar’s Pizza Treat.” 
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• After three years they franchised a second location
• By the end of the 1960s they were up to 50 locations
• By the end of the 1970s it was over 200 locations
• In the 1980s they had over 200 locations and the business model was ‘just get the name out there by opening restaurants"
• Doubled to over 500 locations in mid 80s and double multiple times before the 90s
• By the 1990s they had over 4,000 locations (including in Kmart)
• So to add to their philosophy of Getting Their Name Out There (as a rule) they began spending five percent of annual sales on advertising
• In 1970s they began offering two pizzas for the price of one (it was a hallmark)
• Became carryout only
• In 1992 there sales were at $2 billion, in 2002 the sales were $650 million
• From 1992 to 2000, eight straight years of declining sales (struggle), demand for pizza doesn’t or hasn’t changed however increased competition had to be a big part
• However to revisit the Getting Their Name Out There rule they had, the drop in expenditures like advertising saw the ad budget drop from $53 million in 1996, $35 million in 1997, to $3 million in 2001
• Turmoil in the corporation in regards to corporate advisory and the directions or suggestions to franchisees (resulted in lawsuits)
• In 2003 the $5 one topping took off
• So they increased ad budget and brought back old slogan “Pizza pizza” and they started a “manage to own” program and a “discount for veterans” who want to own program
•  In 2017 Mike died, however he lives on by his wife and the restaurant as well as the Detroit Red Wings and the Detroit Tigers

I’ve eaten my share of Little Caesar’s, even Door Dashed it ha-ha, but what’s your opinion, is it food pizza? Or is it good pizza for the price? 

I’ve personally, have chose it over a number of competitors all over the United States. 

​Sincere Headway's Leadership Series