Papa John's founder John Schnatter anotaura kudai munharaunda ipi neipi yaanokanda kune airwaves, maredhiyo, uye mazuva ano, anotenga paIndaneti. Asi dzimwe nguva anotora izvozvi kunze kwezvizivo, izvo zvinoratidzwa nehondo pakati pePapa John naPizza Hut yakatanga zvakare kare muna 1998.
Kuberekwa kweChirongwa ... neHondo.
Muna 1995, Papa John akashandira sangano rekutsvakurudza rinonzi Trout & Partners, uye vakagadzira tateline iyo yakave yakafanana neyezvino mamiriyoni mabhiriyoni-dollar kambani.
Panguva iyoyo, Papa John's aingova nechetatu chezvivigiro izvo Pizza Hut zvaive nazvo, saka chinangwa chakanga chisiri chekuwanika, asi chimiro. "Zvimwe Zvimwe Zvokudya, Pizza Yakanakisisa" yakanga iri kukunda.
Asi kwete nevose.
David Novak, Mutungamiri wePizza Hut panguva iyoyo, zvakanga zvisinganyanyi kukuvadza nemutsara. Nhoroondo yevanhu chaiyo yaive ichiita "oh, ivo vari nani pane zvigadzirwa zvePizza Hut." Asi kwaive kupi uchapupu? Baba John vaigona sei kubva vachiti chinhu chakadaro?
Hondo yemashoko yakashandurwa kuva nyika yose inoshorwa inoshungurudza, ine kupikiswa kwezviziviso zvinobva kumativi maviri. Papa John's akanyora zvisiri izvo zvinosanganisa zviri muPizza Hut mapeji. Pizza Hut aishandisa Papa John pachake kuparadzira pamusoro payo. Uyezve, mhosva dzakatanga.
Papa John's vs. Pizza Hut
Mutungamiri mukuru John Schnatter akati Papa pizza waJohn akanga "ari nani" kupfuura Pizza Hut. Chakanga chiri chirevo chekuti Pizza Hut haana kutora zvishoma. Kutaura zvazviri, magweta emakambani akaisa mutemo wenhema wenhema kupikisana naPapa John's.
Dambudziko rakakonzerwa nechirevo chekudanwa kwaPapa John, pamwe chete nehurumende yekuratidzira. Imwe yezvitsva zvakataurwa naPapa John "zvakakunda nguva huru" mukutarisa kwekudya pamusoro pePizza Hut. Zvimwe zviziviso mumushandirapamwe unonzi Papa John's sauce uye mukama hwakanga hwakanaka kudarika Pizza Hut nokuti yakagadzirwa nematafura matsva uye mvura yakasvibiswa uye haina kusanganisira zvinoshandiswa se "xanthan gum" uye "hydrolyzed soy protein."
Iko kushamwaridzana kwakashata kwakakurudzira Pizza Hut kuisa mhosva yekupikisa nhema. Mareji emakambani anoti vaine uchapupu hwezvesayenzi hunoratidza kuti Papa John zvigadzirwa hazvina kukanganisa kutora kwa pizza.
Zvisarudzo zveMutemo
Pakutanga, gweta rakabatana nePizza Hut, richibvumirana kuti maitiro aPaul John's zviri nani kune muto uye pfupfu zvakanga zvisiri izvo kana kuti zvinotsausa. Mutongi akaraira Papa John kuti arege kushandisa "zvigadzirwa zviri nani, pizza iri nani" slogan uye akapa Pizza Hut $ 467,619 mukukuvara. Dhesi mubhokisi rePizza Hut, asi mubayiro chaiwo waive uchiita Papa John kuti arege kushandisa shanduro. Mutongi akaudza Papa John kuti arege kushandisa chero chinhu chipi nechipi, nekutengesa zvikwata, uyewo kubhadhara Pizza Hut $ 12.5 mamiriyoni mukukuvara.
Kana iwe uri kufunga, "sungirira pa ... ivo vachiri kushandisa tsananguro iyoyo," ipapo pindira mukati. Nhau iri kungotanga.
Papa Johns akakurudzira chisarudzo. Imwe kambani yakataura kuti chirevo chacho chaingova nyaya yenyaya, kwete kutorwa seicho chaiye. Ivo, sekambani, vaitenda kuti vaishandisa zvigadzirwa zvakanakisisa, zvichiita kuti pizza iri nani. Uye Pizza Hut angati sei "ine pizza yakanakisisa pasi pedenga rimwe" nechiso chakarurama?
Dare rekuferefeta rehurumende rinoti vatongi havana kumbobvunzwa kana vatengesi vakatsigira mazita aJohn John "zviri nani" pavanosarudza kuti pizza inotenga chii.
Uye saka, munaSeptember 2000, 5th US Circuit Court of Appeals yakaputsa mutongo ndokutonga mukufarira Papa John's. John nekambani yake vakabvumirwa kushandisa shanduro zvakare uye havana kupiwa Pizza Hut mari inokwana madhora 12,5 mamiriyoni.
The Aftermath
Kusvikira nhasi, kukakavadzana pakati pePizza Hut naPaul John's kunopfuura kukwikwidzana kweushamwari. Mhosva dzaitora nguva refu, uye, zvinonzi, kukakavadzana kwavo kunotyisa zvokuti Pizza Hut inodzivirira nhamba dzese dzefoni dzinotsanangura tsamba PAPA kuitira kuti Papa John asakwanise kuzvishandisa.
Iyi "nhaurirano-yakanakisisa" nharo yaivawo nekusingaperi kwekutengesa.
Wakaona mabhizimusi apo kambani inoti ine "yakanaka" chinhuamajig. "Zvakanakisisa" zvinogona kushandiswa pasina kuvhara zvinyorwa zvako. Zvisinei, paunoshandisa "zviri nani," iwe "zviri nani" zvine uchapupu hwekusimbisa chirevo chako, kana kuti ngozi yekuwana mune imwe mhosva yakatsamwa.
Iye zvino, anenge makore makumi maviri mushure mokunge mhosva dzitanga, Papa John anoramba zvakasimba Pizza Hut nhema dzekutengesa mhosva. Masayendisiti emakambani anochengetedza zvataurwa mumushandirapamwe wevhangeri hazvisi zvenhema asi aingova mazwi ehutano hwemunhu.
Mareji ePizza Hut akati Papa John's ads akaputsa mutemo wehurumende. Vakataura, kunyange pasina uchapupu, kuti vatengi vaivimba ne "zviri nani zvinoshandiswa, pizza iri nani" mutauro wekugadzirisa pizza yavo-kutenga chisarudzo; saka, purogiramu yaPapa John yekunyengera inonyengera mumaziso avo.
Pizza Hut execs anoenderera mberi achitaura kuti chisarudzo chakanga chisina kururama kune vose vashandi nevashambadziri vane mhosva. Asi nemakambani maviri neDominos achiita zvakanaka kwazvo mazuva ano, kuedza-kuve kungangodaro kunounza kutarisa kwepamusoro uye kutengesa zvimwe kune mapoka ose.