Berkeley Haas Case Series
The Berkeley Haas Case Series is a collection of business case studies created by UC Berkeley faculty
by Naeem Zafar, Jack Fuchs
The Amici's East Coast Pizzeria case study presents the history of Amici's East Coast Pizzeria, started by Peter Cooperstein and Mike Forter in 1987. The case study allows students to evaluate the company's launch in terms of opportunity identification, as well as to evaluate the company's scaling and growth strategy and options - all in the context of an entrepreneurial startup environment. Please note: This case also has a (B) supplement available. The (A) case focuses on the history and the founding of Amici's, as well as its strategy, culture, and operations. The (A) case also presents several potential growth options such as selling the company; expanding within the Bay Area; expanding into different regions such as Southern California; franchising; expanding overseas; opening non-conventional distribution venues such as airports; sports venues; and small-location take-out venues; and selling pizza and other products through supermarkets and other retail locations. The (B) case shows what Cooperstein and Forter chose to do such as expanding into Southern California, opening a small venue in the San Jose Sharks arena, and opening a restaurant in Shanghai, China with partner Sophie Lo and her brother Jimmy Lo.
Pub Date: Sep 30, 2012
Discipline: International Business
Subjects: Startup, International business, Entrepreneurship, Corporate strategy, Start-ups, Growth strategy
Product #: B5758-PDF-ENG
Industry: Restaurants
Geography: United States, California, Asia, China
Length: 14 page(s)
