A local convenience store has always been known for its pizzas. It sells slices, whole pizzas and even breakfast pies. Many people go there instead of a restaurant.

Recently, they decided to start delivery of their pizzas. This was a logical decision given the prevalence of delivery for this particular item, so in theory it made sense to extend there.  

It hasn’t taken long, but I believe the fine folks at Casey’s have discovered that pizza delivery is far different than pizza making. Addresses of new subdivisions are not always on the map or even in GPS systems. Delivery requires a whole infrastructure of people to drive cars, take orders and handle money, not to mention the ability to cook the additional demand, especially at peak periods.

Delivery displaces the customer from the cook, so a gap is created. One person takes the order, another makes it, yet another delivers it and translation mistakes occur. I know of several free pizzas that were given to appease customers who received the wrong order or a cold pie that had languished during the delivery route.

Before you extend your product or service beyond its current form, think about all that will go in to the new venture. If you cut your pie into too many pieces, no one is satisfied with the slice that they get.

beth triplett

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