by mends » 31 Jan 2006, 10:50
Pizza-Delivery Teams
Are Training Hard
For Sunday's Game
They Can't Afford to Fumble
During the Super Bowl;
Running Out of Sausage
By ERNEST SANDER
Staff Reporter of THE WALL STREET JOURNAL
January 31, 2006; Page A1
Jeff Dufficy leads pep rallies for his employees in Massachusetts and Rhode Island. Stores in Pittsburgh, Tacoma, Wash., Detroit and other cities are setting up television sets in the back to help employees anticipate orders. Some stores in Philadelphia, for the first time, are outfitting their drivers with rented satellite radios so they, too, can stay abreast of the action.
Super Bowl XL will, of course, be a make-or-break opportunity for the Pittsburgh Steelers and Seattle Seahawks -- but also for pizza-delivery people around the country.
The Super Bowl is the biggest revenue-generating day of the year for many pizza shops, from chains like Pizza Hut and Papa John's to the independent pizzerias that dot every city. Some stores go to unusual lengths to get ready for the big day, a custom that is particularly entrenched at Domino's, which has the biggest slice of the pizza-delivery business.
Mr. Dufficy, who owns 12 Domino's franchises, leads weekly pep rallies for his employees, starting at the beginning of the football season. Sporting Domino's shirts and hats, they gather in the front of the store, where Mr. Dufficy launches into a rousing call and response.
"Who are we?" he asks. "Domino's pizza!" they yell back.
"What are we?" he says. "No. 1," they respond.
To cap it off, everyone high-fives each other and shouts "Domino's," before running out to the parking lot and banging out 25 jumping jacks and 10 to 20 push-ups. "People driving by the store laugh, but we get extra attention, and it helps our sales," Mr. Dufficy says.
Other stores have their own pregame rituals. Pizza orders typically surge during commercials and at halftime, which is where the in-store TV sets can help. (TV sets are banned in most stores the rest of the year.) Some Domino's stores in Philadelphia will have their drivers tuning into XM Satellite Radio, which will air the game.
And it isn't only the football players who will be watching film this week. In an effort to get Papa John's stores fired up for the game, managers and assistant managers from 20 outlets in Jacksonville, Fla., will gather to see a video of a successful delivery last year of a single order of 650 pizzas. "We'll get everybody pumped up," says Bob Simms, operating partner for the stores.
On Super Bowl Sundays, a lot of Domino's stores sell 50% to 100% more pizzas than they would on a normal Sunday -- some end up selling four times as many. Companywide, the chain sold 1.2 million pizzas last Super Bowl, compared with about a million on a typical Sunday. Domino's has almost 20% of the pizza-delivery market, while Pizza Hut has about 18% and Papa John's about 10%, according to the chains. Unlike other segments of the fast-food market, mom-and-pop outfits still account for about half of sales, according to Pizza Today, a trade publication. La Nova Pizzeria, in Buffalo, N.Y., one of the highest-grossing independent pizza places in the country, expects to sell more than 800 pizzas and 5,000 pounds of wings during the Super Bowl, which begins at about 6 p.m. Eastern time Sunday. It will have 40 delivery drivers on duty, about 15 more than usual.
Because of this surge in demand, pizza managers typically require all their employees to suit up on game day, but it can be hard to enforce that. In order to fill out his roster, Dan Shanahan, who owns two Domino's stores in Wisconsin, a rabid football state, had to pay all his employees double-time rates in 1997 and 1998, when the Green Bay Packers were in the Super Bowl. That is on top of giving drivers twice their usual commission per delivery.
Sometimes, a glut of orders hits a store during the Super Bowl that no one can explain and that later becomes part of pizza-delivery lore. Skip Glass, the general manager of a Domino's in Farmington Hills, Mich., thought he had the Super Bowl spike down to a science. For the 2002 game, he based his projections on the previous year's sales. But he got flooded with orders even before the kickoff. First, he ran out of wings. Then, he exhausted his supply of large dough. While his boss, Tim Brown, was en route with reinforcements that he had picked up from other stores and a nearby Domino's warehouse -- including 30 pounds of wings and 10 trays of dough -- Mr. Glass burned through his sausage. Things were even more chaotic during the 1995 Super Bowl, he says. "We got so far behind we were promising people that we guarantee it will be there before halftime," Mr. Glass says. "We just got blasted."
Another crisis took place on Super Bowl Sunday in 1980. Mack Patterson, who was working in a Domino's store in Radcliff, Ky., got hit with an electric outage in his building. All the employees pulled their cars up facing the store and flicked on their headlights, which enabled the store to continue making pizzas in its gas ovens. When the phones went out at a Pizza Hut in Irving, Texas, for about 35 minutes before the 1999 Super Bowl, the store was able to reroute its four lines to the cellphones of several of its employees.
Pizza has long been a popular menu selection for male-bonding events, from poker games to bachelor parties. Mr. Patterson, who now owns 43 Domino's stores in North Carolina and South Carolina, remembers working at a store in Rantoul, Ill., when a nearby Air Force base first got cable TV. That week, there was a showing on the base of "10," the Bo Derek movie. "Instead of doing 30 pizzas, we did 190" that night, he says.
In a normal week, Fridays are the busiest day for pizza deliveries. Orders also pick up significantly on Thanksgiving, Halloween, New Year's Eve and New Year's Day. But nothing beats the Super Bowl, in part because pizza parties have become much more popular as the National Football League's championship game has become a bigger and bigger media production. Instead of watching the game with a couple of friends and ordering a pie or two, more people are having lots of friends in and ordering six or eight pizzas.
To keep up with the volume of orders, which some store owners say can exceed 200 pizzas an hour during the Super Bowl, Domino's employees each are assigned an unusually narrow task: Some do nothing but put order slips on the pizza boxes. For others, the sole job is to keep drivers well stocked with small bills. The best pizza cutters slice pizza, while the most logistically inclined are put in charge of matching orders with drivers in the most efficient way possible.
Because millions of people will be watching the Super Bowl from the couch, there will be much less traffic on the streets. Still, pizza-delivery people face a host of other obstacles, from drawbridges and passing trains that keep them pinned in car lines, to customers who are too busy partying to hear the doorbell, to snow and ice.
For them, the payoff is far more generous tips than they usually would get. Drivers can clear $125 or $150 for the night, compared with about $50 in tips on a normal, nonfootball Sunday. (Typically, customers tip 10% to 20%, but that grows during the Super Bowl, delivery people say.) John Samuels, 37, who sells computers, hasn't worked full time in a Domino's since 1998. But he returns to do a stint in a Zion, Ill., Domino's every Super Bowl, mainly for the tips. His busiest Super Bowl: 42 deliveries.
The added cash isn't always enough. Mr. Shanahan, the store owner, remembers when he was a Domino's driver in Chicago in 1986, and the hometown Bears were in the Super Bowl. He hadn't missed a single play all season and wasn't about to start. "I called in sick," he says.
"I used to be on an endless run.
Believe in miracles 'cause I'm one.
I have been blessed with the power to survive.
After all these years I'm still alive."
Joey Ramone, em uma das minhas músicas favoritas ("I Believe in Miracles")