Hello Pizza. “I had a vision,” says Anthony LeCorre, as quoted by Leslie Chang in The Wall Street Journal. “God came to me and said, ‘Anthony, you will make 10-yuan pizzas.” And so he did, and he looks like his fledgling, Shanghai-based, three-restaurant chain, called Hello Pizza, is shaking up China’s fast-food market in a way that the multinationals, with their premium prices and hefty advertising budgets, may not understand. Conventional wisdom had it that “the high-end market” was the place to be in China … “But many found themselves competing against each other in a market that was in fact tinier than advertised.” Anthony, who is French, made that mistake at first, too — opening and closing two restaurants where his pizzas were priced at $2.50 and $5.00. Problem was, he was up against a bunch of others selling pizzas for at same prices.
“God” appeared, Anthony says, after reading up on McDonald’s, where, of course, success was had by “cutting prices while offering consistent quality and service.” So Anthony set up a new, factory-like operation in Shanghai: