Cooking Up A Deep Dish Database

Could any business be more low-tech than the local pizza parlor? Don't suggest that to Gary L. Mead, a trailblazer in Lompoc, Calif. Such giants as Domino's, Little Caesar's, and Pizza Hut have used mass marketing to gobble up nearly 48% of the $18 billion pizza business. But Mead is turning the tables, using database and direct-marketing technologies to personalize his marketing--and keep customers returning to Mi Amore Pizza & Pasta.

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