Umsunguli kaPapa John uJohn Schnatter wenza isimangalo cishe zonke izikhangiso azithumela kuma-airwaves, eziteshini zomsakazo, nakulezi zinsuku, ukuthengwa kwe-intanethi. Kodwa ngezinye izikhathi uthatha leso sicelo ngaphandle kwezikhangiso, okuboniswa yimpi phakathi kukaPapa John noPizza Hut owaqala emuva ngo-1998.
Ukuzalwa Kwesigodi ... ne-Battle.
Ngo-1995, uPapa John waqasha inkampani yokubonisana ebizwa ngokuthi i-Trout & Partners, futhi bahlanganisa lo mkhakha we-tagline oye wafana nenkampani yamanje manje enezinkulungwane eziyinkulungwane.
Ngaleso sikhathi, uPapa John wayephethe ingxenye yesine yezinto ezenziwa yiPizza Hut, ngakho ukugxila akukona ekufinyeleleni, kepha ikhwalithi. "Izithako ezingcono, i-pizza engcono" yayinqobile.
Kodwa hhayi wonke umuntu.
UDavid Novak, uMongameli wePizza Hut ngaleso sikhathi, kwakungeyona into edabukisayo yile nkulumo. Abantu abangokwemvelo babenza "oh, bangcono kunezithako zePizza Hut." Kodwa bekuphi ubufakazi? UPapa John wayehamba kanjani ngokusho into enjalo?
Impi yamazwi yaphenduka ukukhangisa ezweni lonke elihlaselayo, ngezikhangiso ezihlaselwa ezivela zombili izinhlangothi. Abafundi bakaPapa John babhale izithako ezingathandeki ezitholakala ekuphekeni kwePizza Hut. Pizza Hut wasebenzisa ukukhangisa kukaPapa John ngokumelene nalo. Futhi-ke, izigwegwe zaqala.
Papa John's vs. Pizza Hut
I-CEO uJohn Schnatter uthi uPizza John's pizza "ingcono" kunePizza Hut. Kwakungumbuzo wePizza Hut ongazange uthathe kalula. Eqinisweni, abameli benkampani bafaka icala lokukhangisa amanga likaPapa John.
Inkinga isuka kwisiqubulo sikaPapa John esidumile, kuhlanganise nomkhankaso wokukhangisa kazwelonke. Esinye sezikhangiso esitshengise uPapa John "wasinqoba isikhathi esikhulu" ekuhlolweni kokunambitheka phezu kwePizza Hut. Ezinye izikhangiso emkhankasweni othiwa u-Papa John's sauce nenhlama kwakungcono kunePizza Hut ngoba zenziwe ngamatamatisi amasha namanzi ahlungiwe futhi azibandakanyi izithako ezinjengokuthi "i-xanthan gum" nelithi "amaprotheni ase-hydrolyzed".
Lo mkhankaso wesikhangiso esinonya wenza uPizza Hut ukuthi afake icala lokukhangisa amanga. Abameli benkampani bathi babenebufakazi besayensi obonisa ukuthi izithako zikaPapa John azange zithinte ukunambitheka kwe-pizza.
Izinqumo Zomthetho
Ekuqaleni, ijaji lahlangene nePizza Hut, livuma ukuthi izimpendulo zikaPapa John zempuphu kanye nenhlama engcono zazingamanga noma zidukisa. Ijaji layala uPapa John ukuba ayeke ukusebenzisa "izithako ezingcono, i-pizza engcono" futhi wanikezwa i-Pizza Hut $ 467,619 emonakalweni. Ukudonsa ebhakedeni lePizza Hut, kodwa umklomelo wangempela wawuthola uPapa John ukuba ayeke ukusebenzisa isiqubulo. Ijaji litshele uPapa John ukuthi ayeke ukusebenzisa noma yiziphi izinto ezihambisana naleso sikhulumi, adonse izikhangisi, futhi akhokhe i-Pizza Hut $ 12.5 million emonakalweni.
Uma ucabanga, "baxhomeke ... basasebenzisa lelo gaxi lomtaki," bese ungena ngaphakathi. Indaba iqala nje.
UPapa Johns wanxusa leso sinqumo. Le nkampani yathi isiqubulo sasiyindaba nje yombono, hhayi ukuthathwa njengeqiniso langempela. Bona, njengenkampani, bakholelwa ukuthi basebenzisa izithako ezingcono, okwenza kube pizza engcono. Futhi uPizza Hut angasho kanjani ukuthi abe ne "pizza engcono ngaphansi kophahla olulodwa" ngobuso obuqondile?
Ikhomishana yezokudluliswa komthetho ithi abahluleli abazange babuzwe ukuthi abathengi bancike ekutheni "izimpendulo" ezingcono zikaPapa John uma bekhetha ukuthi yiziphi izinto zokuthenga nge-pizza.
Futhi-ke, ngo-Septhemba 2000, iNkantolo Yesibili Yokudluliswa Kwecala le-5 e-US yashintsha lesi sigwebo futhi yabe isusa uPapa John's. UJohn kanye nenkampani yakhe bavunyelwe ukusebenzisa isiqubulo futhi futhi akudingeki banikeze i-Pizza Hut imali eyizigidi ezingu-12,5 ezilimaza isamba.
I-Aftermath
Kuze kube namuhla, ukuphikisana phakathi kwePizza Hut noPapa John kungaphezu komncintiswano wobungane. Izigwegwe zenza umqondo ohlala njalo, futhi kuthiwa, ukuphikisana kwabo kunesabekayo kangangokuthi uPizza Hut ugcina izinombolo zefoni eziphenya izinhlamvu zePAPA ngakho uPapa John akakwazi ukuwasebenzisa.
Ingxabano "engcono kakhulu" nayo ibe nombono ohlala njalo ekukhangiseni.
Uke wabona izikhangiso lapho inkampani ithi ikhona "into engcono kakhulu" ye-thingamajig. "Okuhle kakhulu" kungasetshenziswa ngaphandle kokugcina isitatimende sakho. Kodwa-ke, uma usebenzisa "okungcono," "kungcono" ube nobufakazi bokufakazela ukufaka isicelo sakho, noma ukufaka ingozi ekungeneni kwesinye icala esivuthayo.
Manje, eminyakeni engaba ngu-20 emva kokuqala kwecala, uPapa John uphika amacala okukhangisa amanga kaPizza Hut. Abameli benkampani balondoloza izitatimende ezenziwe emkhankasweni wesikhangiso akuzona amanga kodwa kwakungamazwi nje okunambitheka komuntu siqu.
Abameli bePizza Hut bathi izikhangiso zikaPapa John ziphula umthetho we-federal. Bathi, ngisho nangaphandle kobufakazi, ukuthi amakhasimende athembele "ezingxenyeni ezingcono, isiqubulo esingcono kakhulu se-pizza" okufanele basuse isinqumo sabo sokuthenga nge-pizza; ngakho-ke, umkhankaso wesikhangiso sikaPapa John uyakhohlisa emehlweni abo.
I-Pizza Hut execs iyaqhubeka ithi isinqumo sasingalungile kubo bobabili abathengi nabakhangisi abanomthwalo wemfanelo. Kodwa ngezinkampani zombili kanye neDominos benza kahle kakhulu kulezi zinsuku, ukulwa nokulwa kungenzeka ukuthi kwaletha ukunakwa okungaphezulu nokuthengisa okungaphezulu kuwo wonke amaqembu.