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).
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.