Rolling in dough

Red Boy Pizza is famous in the San Francisco Bay Area for its sourdough crust. Looking for another way to utilize the signature dough, franchisee Joseph Radwan flavored it with pesto and rolled it up into breadsticks. With just a primitive handmade sign stuck outside the door and not a word to the franchisor, the pesto breadsticks started selling like proverbial hotcakes. Sales grew so much in volume, that Radwan finally told corporate about his idea.

“We will now be rolling out the breadsticks to all eight locations,” reports a spokesperson for Red Boy Pizza. “Not only are they a huge hit, but they’re highly profitable, since they cross-utilize an existing product.”