Between 1991 and 1995, Pizza Free began
producing
in large
quantities and expanded operations to serve a national audience. The company
authored an agreement with a Toledo manufacturer to streamline pizza production
in large quantities. The pizzas were heavily distributed to regional grocery
stores and national chains, such as Giant Eagle, IGA, and Kroger’s. National
media attention continued to follow, creating a swarm of publicity and an
initial boom. Local media – Ohio’s Akron Beacon Journal and Columbus Dispatch –
regularly promoted the product; National media – USA Today, Newsweek, Globe
Magazine and
Men’s Health Magazine – followed suit.
While Pizza Free’s concept was nationally successful, profit margins were not. The manufacturing costs and store slotting fees were steadily increasing, eroding profit and operating margins. Similarly, there was an inability to maintain quality control specifications. As a result, in 1994, Steve discontinued operations through the Toledo manufacturer and secured enough necessary equipment, facilities, and investment to manufacture Pizza Fit’n Free himself. Consequently, Pizza Fit’n Free’s national exposure diminished, including its presence in national grocery chains; instead, Steve focused primarily on displaying his product at muscle fitness shows and diet seminars.
Steve’s company began to struggle due
to production
limitations and cost
restrictions. His distribution channels were limited, but his concept was still
in its infancy. Fully committed to his revolutionary product, Steve began
searching for alternative methods of distributing and marketing his product. In
1998, Pizza Fit’n Free took advantage of the Internet evolution. A web site was
created to enhance national exposure, thus leading to increased demand again for
the product.
While still located in Akron, Ohio, Pizza Fit’n Free has steadily gained further national and international exposure, while simultaneously striking the attention of large investors and established companies. The Calorie King Book, Muscle Magazine, Your Diet Magazine, and The Price Is Right – continued to create demand. Similarly, in 2006, Pizza Free began issuing franchising rights and has opened its first franchise as a physical Pizza Fit’n Free store in South Africa.
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