I’m driving back to a Dallas hotel with my wife and two of our kids after an enjoyable visit with my relatives. It’s past 9 PM, and I hear a comment from the back seat that sounds more like a command.
“Dad, I’m hungry!”
Knowing better than to fight this — despite just having a delicious, expensive, and satisfying dinner — I pull off the toll road toward a shopping center I know on the corner of Royal and Preston. We pull in toward a neon sign that says Pizza by Marco.
And to my surprise, I get an education in how to compete as a little guy in business, and how to achieve small-business greatness.
Another sign by the door announces that this was voted "best pizzeria in Dallas" by D Magazine. But at first glance, it doesn't appear to be much of a restaurant at all.
The entire dining room — with a maximum capacity of 12 — is no bigger than a Jiffy-Lube waiting room with the same lack of frills and ambience. They take orders through a small window in the wall, and it feels like filling a prescription at the pharmacy. Then you wait for the pizza.
As we wait, I am engrossed in reading all the press that Marco has received and all the awards it has won since it was established in 1956. The place is now in the hands of Marco Jr. It’s customers, or should I say, fans, include pro-football players and other celebrities who still have pizzas shipped to them long after leaving the area.
Here are a few of my observations on how to compete as the little guy:
1. Strive for product greatness.
There’s no doubt from the reviews and awards that Marco has exceptional crust and sauce. You absolutely cannot compete as a small business with mediocre products and services. Our ½ pepperoni, ½ cheese, thin crust surpassed our family taste test!
2. Welcome competition!
They aren’t afraid to put their product on the line in pizza competitions. Don’t cower from the competition. Take them on. It shows a confidence in your product and abilities.
3. Tell your story.
It was fascinating reading about the 50 year history, the family, the location, the invention of the sauce and crust (Mama’s secret), and the fans who order the pizzas from around the country. I could totally relate to the family.
4. Create mystery and capitalize on your uniqueness.
The ingredients in the sauce are only known to Mama and Marco. They will not move out of this quirky location, serving the pizza as they do. They’re open 365 days a year.
5. Create a product signature.
The sauce and the crust remain the same.
It’s what they are known for and what customers crave. And though they may add some other products, they don’t mess around with what they are famous for.
6. Create loyalty.
Yep, you can even buy the t-shirt. Their fans are completely loyal.
7. Capitalize on trends without compromising the secret sauce.
Believe it or not, in spite of the protests of purists, you can get vegan and low carb pizzas.
8. Leverage technology to your advantage.
They have a website, online ordering, and even customers all over the country. I suppose with express delivery you could get a pizza delivered to Bangalore or Beijing. So here’s a little guy with a global presence. That’s fun to think about.
Many of you run small businesses or are contemplating starting one. Let Marco serve as some inspiration that little guys can compete and create businesses that last.
