A remarkable simplicity of logic led to the inception of the America’s Incredible Pizza Co. chain in 2000, when principles Larry Abbe, president, and Rick Barsness, CEO, separated from the previous franchise to expand the FEC concept to include more attractions and upscale food.
The premise, recalled Abbe, was that a 1950s wholesome theme would
attract mom, and games would attract kids. To enter dad into the mix without
dread of the outing, the pair expended much energy, time and expense into assuring
him he would get a decent meal. They would know how. Together, they had 50 years
plus experience in the restaurant and family entertainment businesses, and they
could testify to another 50s adage derivation, that the way to a man’s
heart is through his stomach.
Not so simple is the result, a pizzaria nonpareil that lavishes on dad and entire family, a buffet the size of Memphis, where in fact, a prize winning AIP location, specifically, in Cordova, Tenn., was honored with IAAPA’s Top FEC in the world designation for 2008, judged on operational efficiency, décor, ambiance, marketing savvy and managerial performance.
Incredible about AIP is all that comes with it. Drake Lee, managing partner at the Memphis center, enumerated the offerings, essentially representative of all 15 current locations dotting five states.
The 60,000-square-foot facility holds up to 2,500 people, features indoor electric go-carts, bumper cars, black-lit Route 66 nine-hole mini golf and several other attractions and games in the Fairgrounds, where the number of video and redemp- tion games vary from 100 to 140 per location.
Two centers feature full size bowling and all guarantee the extensive all-you-can-eat
buffet of over 30 varieties of pizza, mac and cheese, and every variety of bar
except alcohol and smoke, from pasta and taco bar, to a 100-item plus salad
bar, as well as baked potato, soup and dessert bars. Newly introduced Pizzaz
hot meal menus vary from location to location, including items such as meat
loaf, beef stew, chopped steak, green beans, corn and mashed potatoes. 
Customers can choose to eat in a gymnasium Sock Hop themed setting where diners view sports shows and cartoons, a Starlight drive-in movie room that shows rotating late 1940s through early 1960s movies, the retro 1950s diner where monitors roll out vintage sitcoms such as I Love Lucy and Leave It to Beaver, or they can choose a quiet family room. Additionally, for private parties, groups have five rooms from which to choose.
As with any decision, addition or change regarding AIP amenities, the first step is to poll the customers.
For booking birthday parties, the response was to have the opportunity to book online, Abbe said.
“The working mom isn’t home till 6, has to make dinner, get kids to bed, and the only time left is after they’re in bed so we pushed for online party booking to make it easy for mom. We made the decision as a team to go with Digital Marketing Group’s Party Center Software. It was implemented in company stores before expanding it into franchises, eliminating all the hiccups associated with any new software.”
Availability to book parties online 24/7 has been a valuable solution, according to Aimee Somers, vice president of birthday party sales for all stores. “It’s been great to branch out in this tech era as everyone shops online, and a smart decision. Even when not open, customers can reach us to book a party and pay the party deposit online, and Digital Marketing is a great company to work with.” Somers remarked that party sales were up 20 percent at the first test store in Tulsa, Okla.
Scott Drummond, president of Party Center Software, said his company’s system and America’s Incredible Pizza were a “perfect fit.” Drummond said that although the company had some of the major point of sale systems, these systems did not have the depth of party management capabilities of Party Center Software.
The system fits in with the high end customer service provided by America’s Incredible, he said. “It will be a long relationship with these centers,” he added. Additionally, America’s Incredible is making changes in sales and marketing, and Party Center Software was an integral piece in the process. “Without our software, they could not make that change effectively,” he said.
The software has also provided big improvements to the party process and online booking that is “attracting a whole other demographic of customer who are dependant on the Internet and use its features,” he said.
Website viewers become aware of the online booking option at the individual
location home page as well as from flyers when they visit an Incredible Pizza
location. Even the party packages can be customized per individual customer,
as Ron Rousseau, Springfield, Mo., location managing partner explained. “We
do what we have to do to take care of the customer, over and beyond, from lowering
prices on group events to negotiating on packages, we make sure customers are
taken care of and given a great experience, to have that wow factor even if
the budget doesn’t fit.” 
Customers can check the economy in at the door because the price point at AIP is affordable for families, said Mario Valadez, managing partner at the Conroe, Texas, location, a 58,000-square-foot facility, adding laser tag to the Fairgrounds attractions.
Another feature, the Day Specials, with some variations at every store, depending on lunch volume, help out in slow weeks. Though, said Valadez, “I’ve never seen anything like the turn out for the special days in 15 years in the business.” Discounts are offered to designated demographics on specific days at Conroe, starting on Monday for kids, Tuesdays for seniors, Wednesday, labeled Blast from the Past, offering unlimited video games and mini golf, Thursday, the 5 and Dine buffet special for the lunch crowd at $5 a pop, drink and tax included. One of the biggest turnouts is for Senior Day, when all the big kids visit for buffet and bridge. “You wouldn’t expect it to be big at a kid-targeted venue,” puzzled Valadez. “We’ve done a good job of offering something to all demographics and ages, each day builds up.”
Most of the AIP facilities measure between 50,000 to 70,000 square feet. The Victoria, Texas location is the first hometown FEC concept built at 30,000 square feet. Abbe remarked, “In this economy, we’re blessed that we’re still in the process of building three new stores, one each in Phoenix, Des Moines, and Indianapolis, with plans to build further small stores later this year, and to concentrate more on bringing this home town concept, 25,000 to 40,000 square feet, with the same Incredible Pizza to communities with small populations and not as much investment to us.”
The Tulsa, Okla., store is one that adds the Pizzaz hot meal choices to the buffet, changing the menu each weekday. Managing Partner Brad Edwards advised that as the economy presses down on budgets, to continue to keep business standards up and always give the best in service.
As for the current economic climate, Abbe’s offers this bit of wisdom, “Listen to your customers. They will tell you how to succeed in this economy.”-
