Question

The Amici's East Coast Pizzeria case study presents the history of Amidi's East Coast Pizzeria, started by Peter Cooperstein and Mike Forter in 1987. It allows students to evaluate the company's launch in terms of oppor- tunity identification, as well as to evaluate the company's scaling and growth strategy and options: all in the context of an entrepreneurial startup environment. (Keywords: China Entrepreneurship, Growth Strategy Startups Asia) n a late fall afternoon in 2011, Peter Cooperstein, co-founder of Amid's East Cast Pizzeria, sunk his teeth into an East Coast style thin-crusted pizza with homemade sauce, high-quality cheese from Wisconsin, and artisan style toppings. He munched on his pizza in his flagship San Mateo, California, restaurant with its rare black and white photographs of sports stars such as Willie Mays and Ted Williams and icons such as Frank Sinatra. Cooperstein, a pizza addict, was on his third pizza of the week, although he wasn't quite on track to consume his 200-day straight record pizza eating streak logged during Amici's first year of operations in 1987 Cooperstein, an East Coast transplant from Boston, had started Amici's East Coast Pizzeria in San Mateo, recruiting restaurant manager and fellow East Coast transplant Mike Forter as partner. Cooperstein had seen a market opportunity to bring East Coast style pizza to the West Coast. In 1987, most pizzerias served doughy pizza in poorly run holes-in-the-wall Amici's by contrast had wood-burning ovens and thin-crusted East Coast style pizza in an upscale restaurant setting The pizzeria grew into a reasonably sized chain of 12 San Francisco Bay Area restaurants over 23 years. By almost any account, the venture was a great success,

Required Question

1. What strategy for growth would you suggest for Amici’s moving forward? Why? (400 words)