Multi-Unit Franchisee Magazine Issue I, 2012 | Page 60

Best OF THE BEST Before financial services, Iskenderian had been a licensed want a product that’s ready. The neat thing about it for us is that it’s prepared ahead. We just load it, which frees us up so contractor and Cohen had spent about 10 years in strategy we can mingle with the guests. Getting full interactions with consulting. “Raffi had a much more entrepreneurial backguests is a real positive. It’s one of the things my store has be- ground,” says Cohen. “We both ended up getting MBAs come known for.” along the way, so we had a good amount of on-the-ground Local insurance salesmen don’t book any appointments on experience coupled with institutional training. It’s been a reWednesday night (buffet night), and local sports teams and ally good mix for us.” families are frequent visitors, he says. It’s also a great marketCohen says he’s primarily responsible for pre-sales activity, ing tool since customers can try new items they otherwise while Iskenderian handles everything that happens afterward. wouldn’t take a chance on. “I have sales, marketing, accounting, finance, and franchi“Sampling is so worthwhile. I’d almost rather sample than sor relations, and Raffi manages installers, product quality, do a coupon drop,” he says. “It’s an opportunity to get some- interacting with the factory, measurements, and follow-up. thing they wouldn’t necessarily He probably has done more installations than anyone in order—like a Hawaiian pizza with almonds and cinnamon. the system. We’re big enough They wouldn’t normally try now so he’s training other those, and my sales for that installers for ShelfGenie.” one are higher than average.” The partners financed their And when Donatos rolls out a venture from their personal new product, he puts that on funds, and got an SBA loan the buffet to build awareness. “somehow,” says Cohen. Today they have five territories, Community involvement is a huge part of his success in a couple of employees, six Bellefontaine. “I’m involved in independent designers/sales any way I possibly can—local people, and four independent schools, fire prevention with installers—and are looking the fire department, and Halat ways to get bigger: by exloween contests for pumpkin panding geographically, or decorating where I’m there as Jeff Cohen and Raffi Iskenderian by adding products, either a judge. I get my face known,” through ShelfGenie or addhe says. Marketing is “something I have learned to love and ing complementary business lines such as refinishing cabinets, thrive on,” says Snyder. “If you’re not outside of your store tiling, bathrooms, etc. “We’re aggressively trying to grow our territory, spending you’re missing opportunities.” And it’s paying off at the register. “We’re all rocked by the a lot on marketing and getting the word out,” says Cohen. economy today,” he says. “For the most part over the 19 years They’re doing a lot of mass marketing, including TV, newsI’ve been doing this my sales have inched up a little bit every papers, Valpak, direct mail books, and shows. One marketing year.” And despite the slowdown at the local Honda plant fol- challenge, he says, is “People don’t know you can retrofit your lowing the tsunami in Japan, his sales were up about 7.4 per- existing cabinets, so it’s educational.” cent in 2011. “We’re quite proud to say we’re accomplishing They must be doing something right—a lot, in fact. Cohen that in this economy.” is the Northeast regional leader for the brand’s monthly meetFounded in 1963, Donatos Pizzeria has nearly 200 restaurants ings, and since