Case Study: Founding a Popular Pizza Place in Paris

Abstract

Opening up a new restaurant is no easy task, especially when the time to choose prices comes. In this case study, the protagonists argue about what makes most sense in terms of pricing to maximize impact—and the answer is by no means trivial. The protagonists also wonder about what reinvention means in an industry as classic as the restaurant industry. Architects of change can draw important lessons from this case. In particular, they must not look for a one-size-fits-all solution to a well-known problem but a unique fix, that they perhaps develop through a grueling process of failing fast and failing forward, and that people will value for the difference it brings to the table.