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