 When Mike and Cynthia Hanley purchased Royal Pizza in 1995 it came with training wheels. The previous owners, who started the business in
1969, left them with a simple follow-the-tradition formula. In fact, Mike had to prove to the owners that he could carry on the Royal Pizza tradition before they sold it to him. Mike passed the test, purchased the restaurant and followed its successful formula with just a few modifications.
"People have been coming here for 34 years for the tradition and for the pizza." says Mike. At first, regular customers feared things would change when the Hanleys' took over. "They were afraid we were going to cut back on the cheese and toppings or change the recipes. We had to reassure them that everything was the same, we hadn't changed." A "Come home to Royal Pizza" advertising campaign stressing that "We're still the same" helped to alleviate the fear and retain regular customers.
Customers frequent Royal Pizza because they know they will get the same pizza every time. Eighty-five percent of sales come from pizza, and that's because of consistency in the generous cheese and toppings.
We put on more cheese than most people. It is not measured, it is done by the cook's eye. If it needs more, the cook will add it. On a 12-inch pizza, we put about 13-15 ounces of cheese. If someone asks for extra cheese, it is like 'How are your arteries?'"? laughs Mike.
"Our quality product does not lend itself to doing two-for-ones. If someone asks us if we have two-for-ones we say: 'Yes we do, we just put it on one pizza.'"
Location has been a major contributor to Royal Pizza's success. The restaurant is a fixture in the Strathcona community, an area of Edmonton known for its one-of-a-kind businesses. "When Royal first opened, it was one of the only restaurants around. So it developed a following. We now have second and third generations coming here. Initially, I wanted to change the decor but customers would say 'No, don't change that. I remember that mural. My wife and I were dating and we used to come here.' The only things new are the pizza-guy drawings. They let me put them up," chuckles Mike.
While most things on the menu have stayed the same, there have been a few alterations and those new toppings and products have brought in new customers. There is now the Royal Vegetarian pizza and menu items such as steak, burgers, chicken, donairs, and the Royal Special Sandwich. Female customers go for the smaller pasta portions and the $6.25 lunch is a real hit.
Including Royal's locations in Edmonton's West End and Sherwood Park, Mike estimates that the company makes 500 pizzas each day. The West End location was opened in the spring of 2002. The Sherwood Park location was opened in October of 1997. All locations offer sit-down, take-out and delivery service. Pizzas are prepared, by hand, in the Strathcona location. When they reach the other locations, toppings are added and the pizzas are baked. This keeps the product consistent and cuts down on costs and equipment.
Mike says the most important aspect of the Royal Pizza tradition is listening. "This restaurant has been built primarily on word of mouth. When customers keep coming back for the same product, that means something. They are loyal to this restaurant for a reason. You have to listen to what they want and give it to them."
This article was originally published in Canadian Pizza Magazine - November/December 1997 issue |
