Marketing: One with Anchovies, Hold the .38

One with Anchovies, Hold the .38

When Daniel and Monika Crotta decided to spice up their San Diego pizza business in 1983, they settled on a police motif. They decorated the store to look like a precinct house and called it the New York Pizza Department, or NYPD, since Monika got her recipes from an uncle in Manhattan. For orders to go, the Crottas hit on the notion of delivering in two white "squad cars." Daniel cleared the idea with the San Diego police. Says he: "They didn't endorse us, but they didn't discourage us."

But that was before the police started getting complaints from people who...

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