The Homeless Man who made DOMINO’S a $9 Billion Franchise | How Dominos was made?

How Domino's was made - CEOCOLUMN.COM

The dominoes we know and love today has become a billion-dollar empire.

But before it joined the ranks of McDonald’s and KFC, it was an unwanted pizza store.

That changed when the founder went from being homeless to the genius behind delivering for free. Let’s find out How Dominos was made in this blog?

THE UNWANTED CHILD – 28 years before Domino’s Opened

In 1937, TOM was born on Saint Patrick’s Day in Ann Arbor, Michigan.

When Tom was just four years old, his father passed away on Christmas Eve.

Without their father, Tom’s mother could no longer afford to raise her own kids.

She placed both Tom and his brother James into a FOSTER HOME.

On the first day at his new home Tom got into a fight, he longed day after day for his mother to return.

Nearly seven years later, Tom’s mother had become a nurse and was able to provide for her two sons.

She moved the family back to Traverse City, Michigan where Tom started school.

At Tom’s new catholic school he met FATHER RUSSELL PASENO.

He was aware of Tom’s family situation and gave Tom odd jobs to do around the school and church for 35 cents an hour.

After the seventh grade, Tom moved schools.

He was still keen on working and decided to look for an opportunity by walking up and down the main street of his town.

He later found a job SELLING NEWSPAPERS and a summer job PICKING CHERRIES.

The work was hard and tedious.

He remembers thinking that, the business would be more efficient if they made a machine to shake down the trees and catch the cherries in the tarp.

It was the first instance where he started thinking like an entrepreneur.

To make more money Tom would go fishing and then sell his catches door to door while thinking of other ideas.

As his carefree and entrepreneurial spirit grew, his relationship with his mother withered.

They constantly argued until his mother decided to put him and his brother back into foster care.

Tom moved from one farm to another and ended up getting a job at a bowling alley.

He worked from 6:30 until midnight five days a week.

By high school, Tom moved again, but this time into a ramshackle farm that had no electricity.

During the wintertime, frosts and light peered through the cracks of the walls.

Life was difficult, the clothes Tom wore were worn out and filled with holes, and his shoes were always covered in manure.

While walking to school he would keep his feet to the floor hoping no other students would notice.

One day, he started to reflect on his path while shovelling a pile of manure that reached his ankles.

“How did I get so off track.” it was then that he decided that he was going to fulfil his dream of becoming a priest.

So he applied to a seminary and was able to attend after his mother offered to pay with her savings.

Tom felt right at home at the seminary and didn’t get homesick like the other boys.

He was even somewhat mischievous, he got into pillow fights and would talk in the study hall but he never did anything too serious.

In less than a year, he kicked Tom out of the seminary and told him he didn’t have a vocation.

Tom’s dream of becoming a priest was crushed.

Afterward, he was forced to move back into his mother’s home.

They constantly argued as they did before until his mother gave up on him.

Without telling him she sent a police officer to fetch him after school and send him to a juvenile delinquent home.

“I felt like a criminal but had done nothing wrong,” embarrassed.

Tom would walk a different route from school to home so that his classmates would never know.

Fortunately, when his aunt and uncle found out they petitioned the courts to have him live with them instead.

THE FIRST BIG MISTAKE – 10 years before Domino’s invented the Modern Pizza Box.

By then Tom didn’t care about graduating high school until he saw his aunt making preparations for his graduation.

Not wanting to disappoint her, he asked his teacher if there was anything he could do to graduate.

She gave in to his plays and allowed him to graduate last in his class.

In his yearbook, he wrote “the harder I try to be good, the worse I get, but I may do something sensational yet.”

He attended FERRIS STATE COLLEGE improved his marks and applied to the University of Michigan.

After being accepted he couldn’t afford the tuition.

So he left to join the Marine Corps thinking it was the army.

By the time he realized it was too late, he could no longer attend college for another two years.

All he could do was make the best out of the situation. “If I could survive the marines, I knew I could handle anything.”

While training he decided to focus on improving himself mentally and physically.

He started reading inspirational books and would imagine himself building an empire.

ROBBED OF COLLEGE DREAM – 8 Year’s before Domino’s became a Franchise.

In 1959, Tom was dispatched from the marines.

He had $2000 dollars in savings put aside for his college tuition.

But he lost every penny after meeting a slick businessman who convinced him to invest in a get rich quick scheme.

With only 15 dollars left in his pockets, he hitchhiked from San Diego to Ann Arbor.

He moved in with his younger brother James and got a job as a supervisor for a local newspaper.

He scraped just enough money for his college tuition but dropped out after three weeks.

He had no money left for books and decided to try again in the next semester.

To make more money he started selling newspaper subscriptions, he ended up getting many customers by offering to deliver.

The experience showed him the appeal in delivery and that when you see an opportunity it’s important to seize it.

When the semester came around he was able to pay for his tuition and books, but he dropped out again he was so busy working that he had no time to study.

At 23 years old, he was a two-time dropout driving a beat-up car.

He felt like any dreams he had for the future was falling apart.

That’s when his younger brother James came to his rescue.

He heard that a small store was on the market for a cheap price, it was called Dominick’s in Ypsilanti Near Eastern Michigan University.

Dominicks Pizza - How Domino's was made - CEOCOLUMN
Dominicks Pizza – How Domino’s was made – CEOCOLUMN

He asked Tom if he wanted to buy the store with him.

They could split shifts so that Tom would have enough time to study.

Tom only had $77 dollars in his bank account, so he took out a $500 loan and bought the store with James.

Right after they signed the agreement James got cold feet, he was scared to leave the security of his job as a mailman.

Six months later, he gave into his fears.

After Tom took his first night off, James realized that running the store was too much work and quit.

So Tom had no choice but to take over instead of returning to college.

At first, he was disappointed, he decided that if he was going to be in the pizza business it would have to be the best in the country.

FORCED INTO HOMELESSNESS – 22 years before Domino’s Opened Over 1000 stores.

Tom was thinking big, but his business was far from growing, in fact, the store was losing money every single week.

When he ran out of money he had no choice but to live off stale popcorn that he found in a cupboard for a week.

He couldn’t afford to eat his own pizza unless it was burned.

Eventually, he became homeless too, he couldn’t pay for his rent and slept in the store.

His luck seemed to be getting worse with each passing day.

One evening, half of his staff didn’t show up, so that’s when he decided to limit the types of pizzas they made, it turned out to be their most profitable night ever.

From then on he focused on keeping his menu simple and delivering for free.

He was the first pizza store to do this.

After the Ypsilanti store became profitable, he decided to open a second store in Mount Pleasant near central Michigan University.

The night that he signed the agreement he laid in bed feeling scared to death.

Why am I taking a risk on a second store when the first one is doing so well?

Tom realized it too late to go back on his commitment.

Not only was the agreement signed but he had also purchased the equipment.

Fortunately, it turned out to be a risk well worth taking.

That location along with the first became the busiest pizza store in the country.

They sold thousands of pizzas each week.

Most of its business came from students living on campus and customers wanting delivery.

CHALLENGING THE INDUSTRY STANDARD – 20 Years before Domino’s Expanded Globally.

After just a few years, Tom slowly built his empire.

Much like he envisioned when he was training in the marines.

When he opened his third store the former owner called, Tom wasn’t allowed to use their name anymore since their customers were getting confused.

So he settled on Domino’s after one of his drivers told him he was known as that guy from Dominos’.

This was the least of his problems.

The more pizza he delivered the more issues he’d encountered.

It was hard to keep a balance of the ingredients staying moist and the crust crispy.

So Tom asked a manufacturer to develop a box made of corrugated paper with holes since it could strengthen insulation and retain heat longer.

They were reluctant to make it, but Tom kept pushing.

American technology is putting space satellites in orbit these days and you’re telling me you can’t punch a clean hole in a piece of cardboard.

Tom’s idea ended up being extremely cheap and mass-producible.

It inspired him to come up with more ideas that became the industry standard including heated pouches, conveyor ovens, doe trays, and commissaries.

A BILLION DOLLAR EMPIRE – 48 years before Domino’s become a $9 Billion Empire.

In the late 60s, Tom attended a franchise seminar at Boston College.

There he met Ray Kroc from McDonald’s and Josh Brown from KFC.

Both men were responsible for turning what was once a small restaurant into a major franchise.

They inspired Tom to continue to deliver with a focus on franchising.

“Nobody thought you could make money on delivery. Most places delivered just to get some volume before they could afford to cut out the service. But I thought I could do it.”

It was then that he set the ambitious goal of opening a new store a week.

By 1969, he nearly met that goal.

32 domino stores open, but almost all of them failed and Tom found himself $1.5 million dollars in debt.

To avoid bankruptcy, he relinquished control of the company to a bank.

They brought in a so-called expert who made things even worse by raising prices and cutting back on quality.

Within a year the bank handed the company back to Tom, it was in the worst financial shape ever.

Franchisees filed lawsuits and suppliers hadn’t been paid in a long time.

“I had well over a thousand creditors and got lawsuits from about 150 of them. I was on the phone every day telling them all the same thing: all I can do is pay for my food and rent so I can stay open and pay you.” ~ Tom Monaghan

One at a time, Tom slowly won them back and within a year he paid off his debt.

All of the lawsuits in his debt made him realize that he needed to change his business model.

Anyone who wanted to franchise no longer had to pay an initial fee, instead, they had to manage a store for at least a year successfully.

Tom’s idea not only worked but proved to be extremely successful.

By 1983, there were over one thousand domino stores, a three thousand percent increase.

The company grew even more after Tom created a new policy. “If customers didn’t receive their order within 30 minutes, it was free.”

Only a year later, Tom opened over 5000 stores and Domino’s became the largest pizza delivery company in the world.

He also managed to buy the DETROIT TIGERS.

Today Domino’s is worth $9 Billion and has stores in more than 85 countries.

This is the story of how an orphan with the worst luck turned a single pizza store into a billion-dollar empire.

How a Poor Kid from Brooklyn Made STARBUCKS | How Starbucks was made?

How Starbucks was made - CEOCOLUMN.COM

Decades ago few Americans knew what coffee was and some thought it came from a can. 

But a small retailer from Seattle changed that and later became the biggest coffeehouse chain in the world, STARBUCKS. 

While the company was founded by three friends it wasn’t them who transformed STARBUCKS into a hundred billion-dollar Company. But did you know how Starbucks was made?

It was an outsider, a poor kid from Brooklyn who had just graduated from high school the year that STARBUCKS was born.

Timeline of STARBUCKS

1962

In 1962, Gordon Bowker was a student at the University of San Francisco and was traveling across Europe. 

At a cafe in Rome, he ordered a Cappuccino. 

Immediately, he was taken back by the taste. 

It was different amazing and unforgettable, at the time most Americans drank instant coffee at home or over-cooked coffee in diners. 

When he returned to the US he dropped out of a USF and moved back to his hometown, Seattle. 

To feed his habit he would drive from Seattle to Vancouver BC to visit MURCHIE’S.

A shop that sold unroasted Coffee beans. 

1970

In 1970, Gordon was on his way home from a coffee run and came up with the idea of opening up a shop in Seattle. 

He told his two friends Jerry Baldwin and Zev Segal about the idea. 

The three of them decided to go into business together and visited Pete’s coffee in Berkeley. 

It was owned by Alfred Peet the son of an Amsterdam coffee trader.

Alfred roasted his coffee dark the European Way because it brought out the full flavours of the beans. 

Within weeks Alfred taught Gordon Jerry and Zev how to run the business and roast coffee the European way. 

The same year Howard Schultz just graduated high school and was enrolling in Northern Michigan University. 

He was the first person in his family to go to college through an athletic scholarship. 

During his first season, he got injured and had to quit football. 

To pay for school he took out loans worked as a bartender and sometimes sold his blood. 

After graduating from college he got a job in Xerox a sales training program and became a successful salesman. 

But eventually, he started to feel Restless and wanted something more challenging. 

So he ends up working for Hammer Plast, a Swedish company that sold kitchen equipment and housewares. 

He worked his way up to becoming a vice president and general manager. 

He was given a $75,000 salary, a company car, expense accounts, and unlimited travel. 

Still, he felt like something was missing. 

1981

In 1981, Howard noticed small retail are placing unusually large orders for a trip coffee maker, STARBUCKS. 

STARBUCKS had only four stores then yet it was buying products in quantities larger than Macy’s. 

One of the world’s largest department stores. 

He had never been to Seattle before but decided to visit to see what was going on at their original store in Pike Place Market. 

They only sold coffee beans but sometimes offered tasting samples. 

Howard tried a sample and was hooked he felt like he discovered a whole new continent. 

On his plane ride back to New York he couldn’t stop thinking about STARBUCKS and described it as a shining jewel. 

So, he reached out to Jerry and asked if there was any way that it could fit into STARBUCKS.

While the idea appealed to Jerry his partners were nervous about bringing in a high-powered New Yorker. 

Some days Howard couldn’t even believe he was entertaining the idea. 

His mother would say you’re doing well you have a future don’t give it up for a small company, nobody’s ever heard of.

After one year, Jerry and Gordon invited Howard to San Francisco to meet their silent partner, Steve Donovan. 

Howard was convinced that he would fly back to New York would an offer in his hand. 

He was wrong, Jerry’s partner didn’t want to hire him because it was too risky. 

But he couldn’t accept no as an answer and called Jerry. 

He told him that who’s making a terrible mistake and that the destiny of STARBUCKS was at stake.

The next day Jerry called him and told him he got the job and asked when he could come to Seattle. 

In his memoir, he wrote, “No great achievement happens by luck”. 

1983

In 1983 Howard had been at STARBUCKS for a year and was sent to Milan to attend an international housewares show. 

During his walk to the show, he noticed several Espresso bars and was fascinated by the ritual and romance. 

As he watched the ED of Revelation. 

STARBUCKS sold great coffee beans, but they didn’t serve coffee by the cup. 

In his memoir he wrote, “They treated coffee as produce, something to be bagged and sent home with the groceries. They stayed one big step from the heart and soul of what coffee has meant throughout the centuries”. 

One day Howard took a train to Verona and mimicked someone’s coffee order, a cafe latte.

He described it as the perfect balance between steamed milk and coffee. 

No one had ever mentioned this drink to him before. 

He thought to himself no one in America knows about this, I’ve got to take it back with me. 

When Howard returned to Seattle and told his bosses about his revelation they saw him as an overexcited marketing director. 

They argued that STARBUCKS was a retailer, not a restaurant, or a bar. 

He later learned that the reason why his idea didn’t appeal at the time. 

Jerry was considering an opportunity that excited him more. 

1984

In 1984, STARBUCKS bought Pete’s. 

The acquisition left them deeply in debt and deprived them of trying out new ideas. 

It took Howard nearly 8 years to convince Jerry to test the idea of serving espresso. 

He didn’t consider it a high priority but agreed to do it at the opening of STARBUCKS his sixth store in downtown Seattle. 

Even though the business grows, Jerry felt the success of that store was wrong and said that they were too deeply in debt to continue.

Howard was depressed for months and felt torn between his loyalty to STARBUCKS and his vision for Italian espresso bars.

Around that time, Howard went to a downtown Athletic Club to play basketball, where he was paired with a lawyer named Scott Greenberg. 

He occasionally met Scott for beers and over time shared some of his frustrations. 

When he told Scotty was thinking of going independent Scott said he thought investors might be interested. 

After talking about his idea with Scott and his partner sherry he thought to himself this is my moment if I don’t seize the opportunity if I don’t step out of my comfort zone and risk it all if I let too much time take on my moment will pass. 

1985

In 1985 he finally made the move and left STARBUCKS to start his own company – IL GIONALE, the Italian word for newspaper.

When he was planning on how to approach investors to raise money for his company, Jerry surprised them. 

He called him into his office and offered to invest a hundred fifty thousand of STARBUCKS’s money.

Howard was off to a great start, with Jerry and Gordon’s support he thought he could attract all the money he needed within six months. 

Howard and Gordon even flew to Italy to research coffee bars and meet with FAEME, a producer of Espresso machines in Milan. 

He expected to return to Seattle with a 1 million dollar investment. 

But FAEME turned him down they insisted that Americans could never enjoy espresso the way Italians do. 

January 1986

By January 1986, Howard raised the initial seed capital that he needed, a security lease, and started building the first store. 

He spent every single minute of his day asking for money. Racing from one meeting to another. 

He told investors that he planned to reinvent a commodity. 

At the time NIKE was the only other company that did something comparable. 

In his memoir, he wrote, “Sneakers were certainly a commodity, cheap and standard and practical and generally not very good”. 

NIKE’S strategy was first to design world-class running shoes and then create an atmosphere of top-flight athletic performance and witty irreverence around them. 

Many of the investors that he approached saw high tech as a more attractive industry to invest in and bluntly told him he was selling a crazy idea. 

IL GIONALE, you can’t pronounce that name how could you leave STARBUCKS, what a stupid move?

Why on earth do you think this is going to work?

Americans are never going to spend a dollar and a half for coffee. 

Over a year Howard spoke to 242 people and 217 of them said no. 

It was a very humbling time for him. 

April 1986

In April 1986, Howard finally opened the first IL GIONALE store. 

In the beginning, they made lots of mistakes by recreating an authentic style coffee bar.

They only played Italian opera, the baristas wore white shirts and bowties and there is no seating area. 

It wasn’t appropriate for Seattle and people started complaining. 

So they varied the music, added chairs, and offered takeout cups. 

While sales exceeded expectations, there were times he wasn’t sure if he could meet payroll or pay the rent.

Months later Howard decided to tap into three of Seattle’s most prominent leaders – Jack Benoroya, Herman Sarkowsky & and Sam Stroum.

After meeting with Herman’s son Steve Herman agreed to let Howard make a presentation to the three of them. 

While they made stiff demands, lower price options, board seats they ended up investing 750,000 dollars as a group. 

1987

In 1987, Howard’s luck got even better. Jerry and Gordon decided to sell STARBUCKS. 

To buy STARBUCKS Howard would need to find 3.8 million dollars. 

His investors were impressed with the progress that IL GIONALE made within a short time so he was confident that some of them would invest more money. 

But one day it nearly fell apart.

Howard almost lost STARBUCKS before he ever had it. 

One of his investors a business leader in Seattle was planning to buy STARBUCKS. 

He was sure that this man would reduce him from a major shareholder to an employee and that he would unfairly treat some of his early investors. 

So, Howard and Scott prepared a strategy and arranged to meet with the investor. 

Scott senior partner Microsoft founder Bill Gates agreed to go with him. 

The investor told Howard that if he didn’t take his deal he’d never work again in Seattle will never raise another dollar and will be DOG MEAT. 

When the meeting ended, Howard cried in the lobby. 

Bill tried to reassure him that everything would turn out all right but was shocked by the outbursts. 

Two days later Howard met with other investors and presented a proposal. Every investor in IL GIONALE would have a chance to invest in STARBUCKS.

They saw that his plan would be fair to them and admired his integrity for refusing to agree to a plan that benefitted big investors at the expense of smaller ones. 

Within weeks Howard managed to raise the 3.8 million dollars he needed and on August 18th of 1987, the modern STARBUCKS was born. 

In his memoir he wrote “Many of us face critical moments like that in her lives, where our dreams seemed ready to shatter, you can never prepare for such events but how you react to them is crucial”. 

It is important to remember your values. 

Be bold, but be fair, don’t give in if others around you have integrity, you too you can prevail”.

How a Dying Soldier Invented & made Coca-Cola a $74 Billion Brand? How Coca Cola was made?

How Coca Cola was made - CEOCOLUMN.COM

Coca-Cola is widely known as being a symbol of America. It was created by Dr. John Pemberton, a famous physician in the 1800s. But do you know how Coca Cola was made?

When the CIVIL WAR hit, he tossed away his lab coat for a button uniform and joined the army.

After getting caught in a direct line of fire, he was given a life-threatening drug to ease the pain for his last few hours.

But he miraculously survived and used his near-death experience to build Coca-Cola’s $74 billion dollar brand.

THE PHARMACIST – TURNED – WAR VETERAN – 53 Years before Coca-Cola was invented.

In 1831, John was born in the small town of Knoxville and raised in Rome, Georgia.

When he was 19 years old he received his license to practice THOMSONIAN MEDICINE.

It was known to use the principles of BOTANY and HERBALISM to rid the body of harmful toxins.

At the time it wasn’t well respected and many were suspicious of the practice.

But that didn’t stop John from opening a business that specializes in MATERIA MEDICA. [Substances that were used to make medical remedies]

A few years later John pursued a more conventional path and earned a graduate degree in pharmacy from MEDICAL COLLEGE OF GEORGIA, AUGUSTA, GA.

But not long after, he was forced to ditch his white lab coat for a button uniform.

The CIVIL WAR had erupted and John was made a first lieutenant.

Three years into battle in 1865, he got caught in a direct line of fire and was slashed with a saver.

His doctors didn’t think he would live and gave him MORPHINE to ease the pain for his last few hours.

But he proved them wrong and miraculously survived.

From then on it was only a matter of time until John was back on his feet.

INNOVATE OR DIE – 23 Years before Coca-Cola was sold in every U.S. state.

When the smoke of the civil war cleared John strived for a better life.

He moved his family to Atlanta and became a senior member of a pharmaceutical firm in Pemberton, Wilson, Taylor & Co. Dallas, TX.

The media called it “one of the most impressive labs in the U.S.” and John became known as “the most famous physician in Atlanta.”

But behind closed doors John was struggling, after his near-death experience, he became addicted to MORPHINE.

With no cure in sight for what had become a daily habit, he looked for an herbal remedy.

At the time he heard good things about a drink called VIN MARIANI.

It contained ground up coca leaves and red wine and was said to heal any ailment.

That gave John the idea of making his own version to cure his morphine addiction.

Using COCA LEAVES, RED WINE, and KOLA NUTS he created what he called PEMBERTON’S FRENCH WINE COCA.

PEMBERTON'S FRENCH WINE COCA - How Coca Cola was made - CEOCOLUMN.COM
PEMBERTON’S FRENCH WINE COCA – How Coca Cola was made – CEOCOLUMN.COM

Coca leaves were known to act as a stimulant and suppress hunger, thirst, fatigue, and pain.

While one leaf contained 0.35% of cocaine, it was easy to get in the U.S.

Some doctors and pharmacists reported that “it’s a possible cure for opium and morphine addictions.”

As for cola nuts they were high in caffeine and known to aid digestion.

John believed his French wine coca could not only cure addictions but DEPRESSION, ANXIETY, and different ailments including HEADACHES.

To help other war veterans he set up a distribution network to sell his remedy.

He would make the syrup in his lab and then ship it to partners and contractors who could sell it as they liked.

The remedy was an instant hit and used by many.

But the demand alone wasn’t enough to keep the business going.

John was faced with a challenge that forced him to pivot his new business. Leading to the invention of Coca-Cola.

A DISASTROUS FUTURE – 19 Years before annual sales of Coca-Cola reached $1 million.

1885 – The year that Pemberton’s French wine coca hit the market.

Atlanta announced they would be joining other U.S. states in banning alcohol.

Fearful that it would mean the end of his new remedy John raced to come up with a new formula.

When he removed the wine he realized the cola nuts made it extremely bitter.

So, he replaced it with synthetic caffeine and then added SUGAR, CITRIC ACID, VANILLA, LEMON OIL, and ORANGE, NUTMEG, & CORIANDER EXTRACTS.

Afterward, John’s bookkeeper Frank Robinson suggested he changed the name to COCA-KOLA.

However, he insisted that it be spelled with two C’s since it would look more eye-catching.

John took his advice and launched his new remedy, COCA-COLA a year later in 1886.

It was a total disaster.

The first year of sales topped off at $50 with a sunken cost of $70 in supplies.

John saw this as a failure, meanwhile Frank saw it differently.

“The loss was to be expected since the business was new.”

His optimism led to coming up with another brilliant idea, marketing the remedy through banners, streetcar placards, and store awnings.

John was hesitant but Frank convinced them it was a risk worth taking.

Fortunately, he wasn’t wrong Coca-Cola became a hit through Atlanta.

John and Frank prove that when faced with a challenge tackling it instead of giving up can lead to new heights of success.

FORCED TO SELL – 33 Years before Coca-Cola expanded to Europe.

In a strange twist of fate, John’s health dwindled as Coca-Cola sails heightened.

He was diagnosed with STOMACH CANCER and relapsed to ease the pain.

Worried that money for his family and addiction would run dry, he made the difficult decision of selling shares of the business.

But that didn’t mean he had little expectations for the future of Coca-Cola.

He believed it would become a national drink one day and kept a third of his shares for his son Charles.

At the time, Charles was in charge of manufacturing but later became a morphine addict himself.

Frank feared that Coca-Cola would have no one to steer John’s vision of going national.

So he took on the responsibility of finding the right investor as John remained bedridden.

Through a business contact, he met a wealthy and hardworking entrepreneur named ASA CANDLER.

When Frank approached him, he told him that he didn’t think that Coca-Cola was a worthwhile venture, But Frank knew better.

While the two stood outside one day, Frank pointed to a Wagon and said “see that wagon going by with all those empty beer kegs? Well, we are going to push Coca-Cola until you see wagons going by with Coca-Cola just like that.”

Asa was swayed by the company’s vision and bought the rights to the Coca-Cola name and secret formula.

And just as Frank predicted, he wasted no time in building the company.

He not only expanded sales to more pharmacies and grocery stores but came up with an idea that made history.

He gave out little slips of paper that could be redeemed for a glass of Coca-Cola at soda fountains.

At the time, they were considered a popular hangout spot and where many went to socialize.

It was the first instance in history where a company gave out what is now called coupons for free samples.

John’s vision for Coca-Cola was the key to instilling faith among his employees and later the man who would help build its brand.

JOHN’S LAST WISH – 31 Years before Coca-Cola went public.

Sadly, John never did see his entire vision unfold.

Two years after Asa started to grow the company, he succumbed to his morphine addiction and died pennilessly.

With Charles zone addiction worsening, Asa took over and founded the Coca-Cola Company.

He led the expansion of selling Coca-Cola to every U.S. state and then Canada.

But he failed to create the demand in Europe.

In Germany, anything other than beer, wine, or water was considered for children.

Whereas in France, buying an inferior American drink was considered insulting.

Asa was also short-sighted when it came to an idea that fell into his lap.

One day two lawyers named JOSEPH WHITEHEAD AND BENJAMIN THOMAS walked into Asa’s office.

Coca-Cola is already successful as a fountain drink, but what if it was bottled they proposed? “BOTTLED?”

Asa asked what a puzzle looked like, “yes, sir. Folks could take them home.”

Asa thought it was a ridiculous idea, he believed the future of Coca-Cola was in fountain drinks.

Bottling was an expensive operation that he wanted no part of.

He told joseph and Benjamin that “they could bottle all the Coca-Cola they wanted for just one dollar.”

He had nothing to lose since if they succeeded they would SELL MORE SYRUP and if they failed HE WOULDN’T LOSE A PENNY.

Afterward, Joseph and Benjamin found other people to finance and build an operation to bottle Coca-Cola.

It became one of the first franchising businesses in America.

To Asa’s surprise customers were hooked on Coca-Cola bottles.

It became so popular that competitors tried to create their own version.

Eventually, the Coca-Cola Company decided to create something more unique that was difficult to copy, A CONTOUR BOTTLE.

That way customers would know they were getting the real product.

Years later in 1926, the amount of Coca-Cola sold in bottles exceeded the number sold through soda fountains.

Joseph and Benjamin’s so-called ridiculous idea inspired Coca-Cola’s iconic packaging and paved the way for its continued success.

CONQUERING THE WORLD – 74 years before annual sales reached over $1 billion.

The year after Coca-Cola developed its contour bottle in 1916, Asa resigned from the company.

He was elected the mayor of Atlanta and handed the company over to his children.

Three years later in 1919, they sold it for 25 million dollars to a group of investors.

At the time it was the biggest financial deal in the history of the American south.

One of the investors behind the deal was a banker named ERNEST WOODRUFF, who took the company public that year.

He streamlined Coca-Cola’s production process and ensured quality was maintained when produced anywhere.

Not long after, he retired and convinced his son Robert to become the president of the company.

ROBERT WOODRUFF was a marketing genius who worked his way up from being a TRUCK SALESMAN to a GENERAL MANAGER before joining.

Under his leadership, the company removed the tiny amounts of cocaine from the formula.

Afterward, it launched metal top open coolers, six-bottle packs, and automatic fountain dispensers.

Coke - How Coca Cola was made - CEOCOLUMN.COM
Coke – How Coca Cola was made – CEOCOLUMN.COM

It also succeeded in taking care of Asa’s unfinished business, creating the demand for Coca-Cola in Europe.

The company advertised gave away and sold Coca-Cola all over Europe as a fun, refreshing import.

Some bottles were green with a gold foil seal to resemble champagne magnums.

Coca Cola Champagne inspired bottle - How Coca Cola was made - CEOCOLUMN.COM
Coca Cola Champagne inspired bottle – How Coca Cola was made – CEOCOLUMN.COM

They also created an association with many historical and celebratory events.

When the U.S. Olympic team travelled to Amsterdam for the 1928 Olympic Games, they gave away 40,000 bottles of Coca-Cola.

And when World War II erupted, they swore that every American soldier would be able to get a Coca-Cola wherever the war took them.

They also created the modern image of Santa Claus, a jolly man in a red suit.

Before he was seen as a lean man in a red, green, or brown suit.

Today Coca-Cola is closely associated with American culture and is known as a national symbol.

It’s also the second most recognized brand in the world behind Nike.

Every day nearly 2 billion servings of its drinks are served in more than 200 countries.

Before Robert retired from Coca-Cola, he kept a paperweight on his desk that read, “There is no limit to what a man can do or where he can go if he doesn’t mind who gets the credit.”

This is the story of how a pharmacist turned war veteran and his successors built Coca-Cola’s 74 billion dollar brand.