Building a business one pizza at a time
Published Thursday November 5th, 2009
The Copper Penny is confident that all it takes is one taste.
Randy Avery just wants people to taste his pizza. Once they've tried it, he thinks they'll want to keep buying it.
Since Avery and his wife took over the space that used to be Valley Fries, next to the Somerset Lounge on Churchill Boulevard in Saint John, Avery has been working hard to make a name for The Copper Penny in an arguably overcrowded pizza market.
"People tell me our pizza tastes like Vito's but without the grease," Avery comments, as we share his meat lover's pizza and a couple of Alpine draughts at the Somerset. The Copper Penny may sound like the name of an old-style Maritime tavern, but they do not serve alcohol; you have to go next door to the Somerset, but you can order off the full menu of The Copper Penny.
The Averys took over the "seafood and fries" business in April 2008, and renamed it The Copper Penny. Valley fries had been there a long time (they opened in 1968), though, and had its regulars, so they kept much of their menu. The biggest change was adding pizza to the portfolio in June, 2008.
A refreshing aspect of their pizza is that they make their own sauce and dough from their own recipes. It is pretty tasty; the crust does taste like fresh baked bread. Their pizza looks very similar to Domino's, but they are not a chain. This is the only location, at least for now. They do take out and delivery, and are open until 3 a.m.
"You'd be surprised how busy we are after midnight," says Avery.
Avery wants to grow the business more before considering expansion, although you can tell it is on his mind for the long-term. The Averys used to run a payday loan business in the Kennebecasis Valley, and still live out there. He admits that it would be nice to have a location in that growing area.
They still run their payday loan business in Saint John, but much of the investment in The Copper Penny comes from Avery's work as a subcontractor in the ERP supply chain software industry. He travels to Ontario seasonally, traveling back and forth for his job and family.
Building a name in the pizza business isn't simple, but Avery is having success by working with charities.
"We have made some significant offers to help companies raise money for their charities," he explains. "This is our company's form of advertising. We believe so strongly in our pizza that once people taste it they become instant customers."
Essentially he offers pizza for free to companies that will sell it to their employees, with proceeds going to charity.
"We target businesses who do pizza at lunch," says Avery. We've offered these promotions to Moosehead, Irving, Air Canada, and Xerox, for example."
He's been trying to arrange partnerships with various charities, including one where lunches are provided to needy kids at their schools.
"We have offered unlimited free pizza for them to sell by the slice at all the Irving offices and plants," explains Avery. "The entire proceeds would go to the CNC (Chicken Noodle Soup Club)."
He has offered a similar deal to JD Irving for their PALS charity (Partners Assisting Local Schools). It looks like the companies are responding.
"Irving just ordered 100 pizzas for an open house they're doing this week," Avery notes.
The Copper Penny is also supporting Fusion's Operation Red Nose by supplying the pizza for a night to their annual driving service around the holidays this coming year.
Not only are they giving to charity, they are also conducting a massive pizza giveaway in the community.
"We are in the middle of an unprecedented pizza giveaway for all of Millidgeville North," enthuses Avery. "We have been direct mailing a 12" free pizza to every residence in the area (5,000) and started that program two months ago. I doubt any other pizza place would give away a free pizza with zero obligation from the consumer. Again, we know they will buy from us in the future once they try the pizza."
That's one way to build a business: one pizza at a time!
Craig Pinhey is a freelance writer and Sommelier. visit him at frogspad.ca.
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