dence of their concerted efforts.LITTLE CAESARS PIZZA HISTORY AND PROFILEIn 1959 Michael and Marian Ilitch sank $10,000 of their savings into their first pizza operation in Garden City, Michigan. Marion suggested that the name reflect Michael's behaviour (like a little Caesar). They opened a second location in 1961, and the next year they sold their first franchise. Little Caesar grew to more than 50 outlets during the 1960s. In 1974 the company initiated its two-for-one marketing concept. Little Caesar installed drive through windows at its quick-serve locations and a pizza conveyor oven that increased pizza production in 1997. In 1985 the company formed Little Caesars Love Kitchen. This not-for-profit restaurant on wheels delivers pizzas donated by local franchise owners to soup kitchens and shelters in the US and Canada.Little Caesars began providing delivery from many of its stores in 1995, but when the service increased their costs, many franchisees dropped deliveries, however, some continue to deliver. In 1996 the company opened the first of 50 planned Little Caesar units in Wal-Mart stores and added such items as turkey, stuffing, and mashed potatoes to the menu. Little Caesars pizza can be ordered at Kmart.Net income plunged from $14.5 million in 1996 to $2.5 million in 1997. Sales have lagged for Little Caesars the last few years as their chief competitors, Papa Johns and Domino's, increased their market share. Little Caesars, ranked behind Pizza Hut and Domino's, generated $1.37 billion in system-wide sales for fiscal year ending in December 1997, a decrease of 1.79 percent from the previous year. Industry analysts say that most of the growth is now coming from international marketsHistorically Little Caesars has been the "value player" in the pizza category. The company has been known for its two-for-one deals. Little Caesars niche is a low-cost pizza that appeals to families on a budget.In 1998, amid declining ...
