Word: pizzas
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...question is how much market is there? According to Chew, Thais eat pizza an average of once every 50 days. "If they come in once a month or every five weeks, then we have 50% growth,'' he says . That might be a Pollyannaish projection for Thailand where pizza isn't a bargain meal. A large Super Supreme, Pizza Hut's best seller, goes for about $6.25. A bowl of noodles at a street stall costs about 70. "I can get 10 Thai meals for the price of one pizza,'' says Fon Janyasathien, a school counselor...
...More than a few analysts think Heinecke could be leading his bakers and bikers into a sausage and anchovie Agincourt. As Pizza Hut's champion, Heinecke slew all challengers, capturing 95% market share and forcing American chain Domino's Pizza out of Thailand. Now can Heinecke beat the brand he built? Areeya Boon-Long, associate director at the Bangkok office of AMI Business Consulting, says: "In terms of brand image, awareness and loyalty, Pizza Hut has it all.'' Pizza Hut has other strengths, too. Tricon has 33,000 stores in 104 countries. As the largest quick-serve restaurant corporation...
...doesn't have time for the naysayers. He's a man who thrives on gut instinct and speed. His hobby, after all, is racing cars?he has competed in the Macau Grand Prix and set a speed record driving from Singapore to Bangkok?so he was energized when the Pizza Company shot out of the starting blocks. "We went from zero to 70% market share in our first weekend,'' he says. His new company even set a record for pizza deliveries in a single day. But a weekend skirmish doesn't decide a war. Heinecke contends that Tricon's head...
...Star Wars promotion, looms a 6-ft. tall statue of Darth Vader wielding his laser. Chew, a former lieutenant in the Singapore army, talks about being a "general'' in this conflict. Still, he could be busted down to buck private if he loses to a no-name pizza company. "My neck is on the block,'' he says, vigorously denying Heinecke's assertion that he's working with an open checkbook. Tricon has responsibilities to its shareholders, he insists: "We can't spend foolishly.'' Chew concedes that the company is laying out large sums to lock in prime locations. Although...
...that upmarket image is what Heinecke is betting on. He has priced his pizzas higher than his rival's and is offering 30 varieties with a choice of three different crusts for a total of 90 combinations to Pizza Hut's 11. "If Thais see a better pizza, they will pay more for it,'' he says. As he leads his mounted pizza warriors through Bangkok's hot, steamy night, he seems more than a mere pizza man. He is indeed a warrior with a mission: build a better pizza and they will come, he assures his troops. And throw...