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TAP Magazine

A remarkable simplicity of logic led to the inception of the America’s Incredible Pizza
Co. chain in 2000, when principles Larry Abbe, president, and Rick
Barsness, CEO, separated from the previous franchise to expand the FEC
concept to include more attractions and upscale food.

The premise, recalled Abbe, was that a 1950s wholesome theme would
attract mom, and games would attract kids. To enter dad into the mix
without dread of the outing, the pair expended much energy, time and
expense into assuring him he would get a decent meal. They would know
how. Together, they had 50 years plus experience in the restaurant and
family entertainment businesses, and they could testify to another 50s
adage derivation, that the way to a man’s heart is through his stomach.

aipc1Not
so simple is the result, a pizzaria nonpareil that lavishes on dad and
entire family, a buffet the size of Memphis, where in fact, a prize
winning AIP location, specifically, in Cordova, Tenn., was honored with
IAAPA’s Top FEC in the world designation for 2008, judged on
operational efficiency, décor, ambiance, marketing savvy and managerial performance.

Incredible about AIP is all that comes with it. Drake Lee, managing
partner at the Memphis center, enumerated the offerings, essentially
representative of all 15 current locations dotting five states.

The 60,000-square-foot facility holds up to 2,500 people, features
indoor electric go-carts, bumper cars, black-lit Route 66 nine-hole
mini golf and several other attractions and games in the Fairgrounds,
where the number of video and redemp- tion games vary from 100 to 140
per location.

Two centers feature full size bowling
and all guarantee the extensive all-you-can-eat buffet of over 30
varieties of pizza, mac and cheese, and every variety of bar except
alcohol and smoke, from pasta and taco bar, to a 100-item plus salad
bar, as well as baked potato, soup and dessert bars. Newly introduced
Pizzaz hot meal menus vary from location to location, including items
such as meat loaf, beef stew, chopped steak, green beans, corn and
mashed potatoes.

aipc2Customers
can choose to eat in a gymnasium Sock Hop themed setting where diners
view sports shows and cartoons, a Starlight drive-in movie room that
shows rotating late 1940s through early 1960s movies, the retro 1950s
diner where monitors roll out vintage sitcoms such as I Love Lucy and
Leave It to Beaver, or they can choose a quiet family room.
Additionally, for private parties, groups have five rooms from which to
choose.

As with any decision, addition or change regarding AIP amenities, the first step is to poll the customers.

For booking birthday parties, the response was to have the opportunity to book online, Abbe said.

“The working mom isn’t home till 6, has to make dinner, get kids to
bed, and the only time left is after they’re in bed so we pushed for
online party booking to make it easy for mom. We made the decision as a
team to go with Party Center Software. It was implemented in company stores
before expanding it into franchises, eliminating all the hiccups
associated with any new software.”

Availability to book parties online 24/7 has been a valuable
solution, according to Aimee Somers, vice president of birthday party sales
for all stores. “It’s been great to branch out in this tech era as
everyone shops online, and a smart decision. Even when not open,
customers can reach us to book a party and pay the party deposit
online, and (PartyCenterSoftware.com) is a great company to work with.” Somers remarked that party sales were up 20 percent at the first test store in Tulsa, Okla.

Scott Drummond, president of Party Center Software, said his company’s system and America’s Incredible Pizza
were a “perfect fit.” Drummond said that although the company had some
of the major point of sale systems, these systems did not have the
depth of party management capabilities of Party Center Software.

The system fits in with the high end customer service provided by
America’s Incredible, he said. “It will be a long relationship with
these centers,” he added. Additionally, America’s Incredible is making
changes in sales and marketing,
and Party Center Software was an integral piece in the process.
“Without our software, they could not make that change effectively,” he
said.

The software has also provided big improvements to the party process
and online booking that is “attracting a whole other demographic of
customer who are dependant on the Internet and use its features,” he
said.

Website viewers become aware of the online booking option at the
individual location home page as well as from flyers when they visit an
Incredible Pizza
location. Even the party packages can be customized per individual
customer, as Ron Rousseau, Springfield, Mo., location managing partner
explained. “We do what we have to do to take care of the customer, over
and beyond, from lowering prices on group events to negotiating on
packages, we make sure customers are taken care of and given a great
experience, to have that wow factor even if the budget doesn’t fit.”

2009Customers
can check the economy in at the door because the price point at AIP is
affordable for families, said Mario Valadez, managing partner at the
Conroe, Texas, location, a 58,000-square-foot facility, adding laser
tag to the Fairgrounds attractions.

Another feature, the Day Specials, with some variations at every
store, depending on lunch volume, help out in slow weeks. Though, said
Valadez, “I’ve never seen anything like the turn out for the special
days in 15 years in the business.” Discounts are offered to designated
demographics on specific days at Conroe, starting on Monday for kids,
Tuesdays for seniors, Wednesday, labeled Blast from the Past, offering
unlimited video games and mini golf, Thursday, the 5 and Dine buffet
special for the lunch crowd at $5 a pop, drink and tax included. One of
the biggest turnouts is for Senior Day, when all the big kids visit for
buffet and bridge. “You wouldn’t expect it to be big at a kid-targeted
venue,” puzzled Valadez. “We’ve done a good job of offering something
to all demographics and ages, each day builds up.”

Most of the AIP facilities measure between 50,000 to 70,000 square
feet. The Victoria, Texas location is the first hometown FEC concept
built at 30,000 square feet. Abbe remarked, “In this economy, we’re
blessed that we’re still in the process of building three new stores,
one each in Phoenix, Des Moines, and Indianapolis, with plans to build
further small stores later this year, and to concentrate more on
bringing this home town concept, 25,000 to 40,000 square feet, with the
same Incredible Pizza to communities with small populations and not as much investment to us.”

The Tulsa, Okla., store is one that adds the Pizzaz hot meal choices
to the buffet, changing the menu each weekday. Managing Partner Brad
Edwards advised that as the economy presses down on budgets, to
continue to keep business standards up and always give the best in
service.

As for the current economic climate, Abbe’s offers this bit of
wisdom, “Listen to your customers. They will tell you how to succeed in
this economy.”-