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a pizza my world
A pizza my world
Lisa Tobias is the most successful female franchisee of a leading national brand in the UK,
having opened four Domino’s Pizza stores before her 28th birthday. She now employs
over 120 people at her stores in Scotland, has a turnover of £2.1 million and is a true
Domino’s Pizza franchisee success story.
member. The chart has a section
L
isa Tobias has been the
recipient of a 2008 Acorn
for each member of staff with a
Award recognising the
checklist of all the skills they should
acquire, ranging from the basics,
outstanding achievements of
like how to cut a pizza (not actually
catering professionals under the
as simple as you’d think!), to more
age of 30 and a Gold Franny
complex areas such as customer
Award, an accolade presented to
relations. Every job, from taking a
the cream of Domino’s
customer order to putting pizzas in
franchisees worldwide each year.
the oven, affects service levels so I
try to ensure people are well
9.00am
matched to their jobs. That said, I
Start of the day
also work hard at cross-training the
team so they can swap positions, if
My business has grown really
necessary, particularly when the
rapidly, which is fantastic, but has
orders are flying in at busy times
brought challenges along the way. I
like a Friday night.
went from managing a single store
of around 25 people to four stores
employing over 120 staff across the
3.00pm
region in a matter of four years. I
Media exposure
had to change my working style
I’m being interviewed by a
and let go of some of the day to day
newspaper today. They’re
management of the businesses.
interested in finding out more
Nowadays I always start my
about my life as a franchisee and as
morning by catching up with senior
I’m a great supporter of this as a
managers in my teams around the
career choice, I’m keen to spread
region.
the word to as many people as
possible. I’d really encourage
10.00am anyone to follow in my footsteps.
Marketing
After my telephone interview, I
arrange a speaking opportunity at
Marketing is a vital part of my
a seminar to educate people about
business and is key to selling more
“Every job, from taking a customer starting their own business. This is
pizza. Thankfully though, Domino’s
something I do quite regularly,
provides loads of support and order to putting pizzas in the oven,
especially in my role as an
advice - there’s actually an entire
ambassador for the Prince’s
department there to help me
affects service levels so I try to ensure
Scottish Youth Business Trust.
whenever I have a question or need
people are well matched to their jobs”
some support. I can also call on a
network of experienced franchisees
5.00pm
marketing campaigns, such as happen, but when it does I always
or even a dedicated franchise
sponsorship of Britain’s Got Talent contact the customer personally to
Networking
consultant who visits me in store
and how we can link into, and apologise and offer something free
Networking with other local
and guides me on best practice
maximise, this activity at a local level with their next order. I find this
businesses is really important and I
marketing. So this morning, I spend
to support our stores. personal touch helps us to stand
try to do this as often as possible. It
some time working on leaflet
out from the crowd, and I can get
is a chance to share experiences
distribution and thinking about Noon
some good feedback on our service.
and discuss any issues happening
local marketing activity that we can
in the area.
do to support my four stores.
Customer relations
1.00pm
I like to think that my success is
8.00pm
11.00am
down to being focused on Domino’s
Training
basic principles – delivering hot and
Over lunch, I start planning my
Unwind
Franchisee
tasty pizza as quickly as possible,
team training programme for the
It’s been another hectic day. I like to
support/marketing
and maintaining good customer
month ahead, with the help of the
unwind by spending time with my
A quick email to a fellow franchisee
relations in the process. With this in
Domino’s handy wall chart that
friends and family. Tonight I’m
exchanging some marketing ideas
mind I make a call to a customer
walks you through the training
going out for a meal with my
for the next quarter. We often talk
who has unfortunately experienced
process and enables you to chart
husband Graeme who runs the
about Domino’s nationwide
a late delivery. This doesn’t often
progress for each individual team
business with me.
42
pizzapasta
October 2008
AND ITALIAN FOOD
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