Who's the Big Cheese?

Peter Charlesworth/Saba for TIME.

Crusty veteran Bill Heinecke is leading the charge against former boss Pizza Hut.

Hannibal had his elephants, Rommel had his panzers and Bill Heinecke has his pizzas. And the pizza war is every bit as brutal as those fought by bow or musket or machine gun. That's why Heinecke, 52, astride a Harley Davidson FX, is leading a squadron of 700 motorcycle delivery boys mounted on Hondas and Yamahas through Bangkok's Siam Square shopping district to publicize the launch of his new Pizza Company chain. But as he revs the engine on his hog, even this veteran of numerous thick-crust and double-cheese campaigns has his doubts: "What if we bomb?''


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