If you ever visit my hometown of Southbridge Massachusetts, I can guarantee one thing. You’ll find pizza. Central Pizza, Brother’s Pizza, Geno’s Pizza, Zoe’s Pizza, Domino’s Pizza, Great Oak Pizza, Champion Pizza, Two Cousins Pizza, Southbridge Village Pizza, The Golden Greek & Pizza Chef all packed into a small 13,000 person populated town. Did I mention that they all sell pizza? Not a healthy environment for an indecisive pie eater.
Besides the obvious question of why none of these business owners thought to open up a burger joint.. how, at 1 pizza place per 500 households, do these pizza shops all manage to co-exist and survive year after year?
a) Southbridgians eat massive amounts of pizza.
b) Besides the 11 Chinese Restaurants in town, there aren’t many other options for eating out.
c) They do a good job of differentiating themselves. ???
I know it sounds like a contradiction.. but their initial lack of differentiation forces them to have to micro-differentiate (an actual term).
For Instance…
Central Pizza (The Veterans)- No nonsense, no flash and a basic menu, but they’ve been around the longest for a reason. They’ve got the best pizza in town.
Brother’s Pizza (The Foodies)- Known for their detailed menu and their pursuit to make usual items special.
Geno’s Pizza (The Ambitious New Guy)- Offers a huge selection of wings, desserts & unique appetizers, all things unavailable anywhere else.
The key to staying a float in a highly saturated market, is of course, find a niche & stand out. These pizza parlors seem to follow this golden rule.
Final Thought: Just open up a taco shop.
{ 24 comments… read them below or add one }
This blog is excellent. What a clever title, really draws you in. As a fellow Southbridgian I must say we certainly have our choices when it comes down to pizza shops. I think the variety is great and definitely needed. Most people in town don’t just choose one place to get food. When it comes down to pizza, Central’s is your place. Grinders and Subs- Brother’s. A delicious chicken salad wrap- definitely Zoe’s. We all have our special place where we keep our pizza menus and can easily figure out where to go depending on what food interests you at the moment. Bring on the taco shop! I will be the first in line!
Thanks! and nice way of looking at it fellowsouthbridgian.. While these restaurants are all still categorized as pizza shops, it seems as though they’ve all done a nice job at establishing trademark items that aren’t pizza.. so now Brother’s Pizza could very well be considered a grinder shop (that also sells pizza).. and Geno’s Pizza could very well be considered a wings place (that also sells pizza)..etc.. So maybe Southbridge DOESN’T have 11 pizza shops?! No. they do.
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