Steve Green, CEO and founder: Before I started PMQ, I had already owned and managed Domi- no’s Pizza stores in California, New York and Mississippi, but it was my first job in pizza, in 1982, that
opened my eyes to the potential of the pizza industry.
I found I was good at selling pizza. As a store opening
marketing specialist for Domino’s Pizza, I was tasked with
creating and executing grand-opening marketing plans.
We broke a new national sales record for a store opening
in Tupelo, Mississippi, by using direct mail, door hangers,
and boxtopping. We also had a special bicycle built for six
that we drove around town. We flyered all businesses and
distributed cups with coupons to people on the streets,
and we did radio and TV commercials. Since we were a
large chain coming to a small Mississippi town, the best
approach was to sound personal and local. We took a
driver with a great Southern accent and presented him as
the head guy [of the franchise]. Pizza Hut was so upset,
they ordered a hot air balloon to give rides to people
in town. So I got a local farmer with a plane carrying
a streamer that said “Domino’s Pizza Delivers” to buzz
his balloon ride. ;e newspapers picked it up, saying,
“;ere’s a pizza war going on in Tupelo!” We ended up
setting a new national sales record of $37,000, which
stood for ten years.
I also created something called Green Mail. We were
the first to take sales receipts and put them in a com-
puter, creating databases and direct mail programs, mea-
suring results. ;en, while doing direct marketing for five
regional chains, I started publishing a newsletter called
Pizza Marketing Quarterly. ;e whole focus was on sell-
ing pizza. We started getting subscribers. I sold, printed,
wrote and edited it and sent it out to our list of 10,000
pizzeria operators. It was very well-received and easy to
write. My first four issues were basically case studies with
real stories and real results from my own clients. ;e first
issue was 36 pages, but within a year or so we grew to 68
pages. Linda came in on the second issue. I convinced
her she could make more money selling ads for PMQ.
pmq publishers linda and steve green work the phones
at one of their domino’s franchises in the 1980s.
As a reward for setting sales
records at new Domino’s store
openings, Steve Green won
multiple rolex watches for
franchise owners and for himself.
to the launch
of PMQ Russia.