A Business Point of View

Do You Live in Grecoville? The Story Behind Greco Pizza

Greco Pizza introduced the marketing promise of delivery within “thirty-minutes” or the pizza was free. This marketing idea was introduced by Mike Whittaker in 1986, until recently the CEO of Trucorp, the Truro based holding company that owned Grinner’s Food Systems, the operator of Greco Pizzas and a number of other food businesses, and Bonte Foods, the Dieppe based manufacturer of processed meats. In a recent Insights Podcast, Whittaker indicated that the introduction of the free delivery promise was a turning point for Greco Pizza, instantly increasing demand and overcoming the concern of giving away pizza from the company’s franchisees by the increased revenues as a result of the promise. That and the introduction of a jingle in 1994 to promote the franchise’s telephone number, 310-3030. Whittaker told us the inspiration for creating the jingle was Stompin’ Tom’s memorable ad for PEI Tourism created in 1972 promoting the Island’s toll-free number (1-800-565-7421) to call for travel information.

The Early Beginnings

Mike Whittaker was originally hired by Bill Hay as a marketing guy to help promote the fledging Greco franchise that Hay and Bob Winters had purchased in 1981. At the time of the purchase, there were ten locations originally founded by Leandre Bourque, a professor from the University of Moncton. In 1982, Hay and Winters hired Chris Robertson as their General Manager, who was from Ontario and had had previous experience with the Mothers Pizza chain of restaurants.

Hay’s family had a strong background in the fast-food business through their House of Hay company that had built up a number of Kentucky Fried franchises across Atlantic Canada and into the states. Hay’s father (Bun) had gone to the states in the 1960s and met Colonel Sanders and developed a close relationship with him over the years. Bill and his business partner at the time, Bob Winters, bought the House of Hay business from his father and built Grinner’s Food Systems that includes not only Greco Pizza, but Captain Submarine Frozu frozen yogurt ,and Frank & Gino’s Italian Restaurants. Bill Hay recently passed away in August at the age of 79 . His family continues to own the Grinner Food Systems which is now managed by non-family members. Eventually, Whittaker became an equity partner in Trucorp and had leadership roles at both Grinner’s and Bonte Foods, eventually becoming CEO of both the holding company for Grinner’s and Bonte. Whittaker is quick to credit his partner for the success of Trucorp. “Bill was the person with the vision and began everything in 1981. He has never been in the spotlight, but he saw potential in the fledgling Greco chain and a small meat plant in Dieppe”.

Trucorp and its holdings generated $60 million in revenue through its companies and franchisees and employed more than 1,000 before selling Bonte in 2020.

Bonte Foods

When Trucorp purchased Bonte Foods, it was a small meat processor. The initial interest in Bonte was as a supplier to the Greco chain and as a commissary for salads for their KFC restaurants. The company expanded into deli meats and related products during the 1990s and in 2005 purchase the Halifax based Chris Brothers brand, eventually becoming the largest deli-meat producer in Atlantic Canada serving the retail and foodservice industry across Canada. The manufacturing facility has been expanded several times over the years from 10,000 sq. feet to the current more than 65,000 sq. feet and has a workforce of 100 employees.

Greco Foods

When Bill Hay and his original partner purchased the Greco Pizza and Donair business in 1981, there were ten franchises at the time, but the business was struggling. Under Hay’s leadership and Whittaker’s marketing prowess, the chain eventually grew to 120 outlets throughout Atlantic Canada and became the region’s largest takeout delivery pizza chain. Greco’s model is built on take out and delivered pizza. That model was particularly useful during the pandemic when most eat-in restaurants had to close. Whittaker indicates that Greco’s sales were not significantly impacted during Covid as a consequence of the chain’s focus on take out service.

Mastodon Ridge

Bill Hay was not only a respected entrepreneur and community champion, we was also active in the tourism industry in Nova Scotia, starting with food service and then expanding into the development of a well known tourism attraction. For those who travel along Highway 102 between Truro and Halifax, you will likely have noticed the statue of a giant Mastodon at the exit 11 for Stewiacke. Mastodon Ridge was a legacy project for Hay that resulted from the discovery of mastodon bones in a nearby gypsum quarry in nearby Milford in 1991. Hay built the site that has become a family-friendly destination for those interested in learning more about these giant mammals and Nova Scotia’s natural history, as well as a service centre for those traveling along the 102.

The story of Greco’s success is yet another example of entrepreneurial drive in our region. As partners over decades, Bill Hay and Mike Whittaker built a great business together in a competitive industry and their legacy lives on in Atlantic Canada.