If you are the founder of a hugely successful pizza chain, it surely can't be good business sense to warn people of the health risks of eating TOO MUCH PIZZA!!! That is exactly what John Schnatter, the founder of Papa John's Pizza did on a Radio 4 interview last week. Even though customers can't buy any less than a whole pizza in any of the company's 118 takeaways across the UK, he said "Pizzas are healthy for you, if you don't each too much of it. You can't eat five or six slices."
The blunder is similar to that of Gerald Ratner, the former chief executive of the British jewellery company, Ratners. In 1991, he said one of his products was rubbish and that some of their earrings were "cheaper than a Marks & Spencer prawn sandwich but probably wouldn't last as long." The blunder wiped £500million off the value of his business overnight because customers boycotted the company.
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