The New American Dream
Role:
Creator
Producer

Pizza Fusion - Pilot 5
Vaughan Lazar and Michael Gordon
Florida, USA
written by Kristin King-Ries

In college, Vaughan Lazar and Michael Gordon would not have been voted most likely to
start the country’s first organic pizza chain. They’re a couple of laid-back looking
former fraternity brothers who at first glance seem like they’d be more interested in
foosball than pesticide-free produce. After graduation Vaughan went into advertising
and Michael went into real estate. About ten years after school they were fine
financially, they could pay their mortgages, but they were bored and frustrated with
their jobs. They talked about starting a business where their values came first. Profitability, Social Responsibility, and Sustainability. They brainstormed over a
couple of beers. Neither had experience in the restaurant industry but they knew they
wanted to do something in that area. They tossed around the idea of opening a bar or
a lounge but soon decided on an organic pizza place. Pizza Fusion was born.

They ran out and bought a Pizza Today magazine, and from there it all happened pretty
fast. While still working their other jobs, they went to a pizza convention in Vegas,
borrowed money on their houses for capital, and four months later they had opened
their first store. Vaughan credits their success to being willing to admit what they
didn’t know, being willing and excited to learn from experts. “Other people’s ideas
are always better than ours.” For example, instead of doing lots of market research
on store locations, they try to set up their stores within five to ten miles of a
Whole Foods. That way they have a built-in customer base and they’re on the supply
routes for organic suppliers.

When they started Pizza Fusion, they had no intention of franchising. Their big goal
was to have twelve pizza places in Florida. A former franchiser came into the store
one day and he was impressed with the food and the cool look of the place, and a week
later they signed him on as their third partner. He saw a great product and a great
business model and he wanted to help them go national. Now they’re looking at opening
a store in England. They’re aware that people don’t want to eat a mission, and they
are sticklers about quality. Pizza Fusion has grown because they make excellent pizza.

They buy ingredients from local farms as often as they can. That way they cut down on transportation costs, contribute to the local economy, and support healthy agriculture
and a clean water supply for the local community. Everything in the stores is in
keeping with their mission, from the compostable forks and knives made from potatoes to
the hybrid delivery cars. Vaughan says he is most proud of the way they do business—
providing health benefits for employees who work at least twenty-five hours a week and creating a positive, fun atmosphere in which to work. Some of their employees took pay
cuts to join them because they like doing work they can believe in. According to
Vaughan, Pizza Fusion is recreating the business model.