Originally published in Fuchs, J., & Zafar, N. (2012). Amicis East Coast Pizzeria (A). The Berkeley-Haas Case Series. University of California, Berkeley. Haas School of Business.

The Amicis East Coast Pizzeria case study presents the history of Amicis East Coast Pizzeria, started by Peter Cooperstein and Mike Forter in 1987. The case study allows students to evaluate the company's launch in terms of opportunity identification, as well as to evaluate the company's scaling and growth strategy and options all in the context of an entrepreneurial startup environment. The (A) case focuses on the history and the founding of Amicis, as well as its strategy, culture, and operations. The (A) case also presents several potential growth options such as selling the company; expanding within the Bay Area; expanding into different regions such as Southern California; franchising; expanding overseas; opening non-conventional distribution venues such as airports; sports venues; and small-location take-out venues; and selling pizza and other products through supermarkets and other retail locations. The (B) case shows what Cooperstein and Forter chose to do such as expanding into Southern California, opening a small venue in the San Jose Sharks arena, and opening a restaurant in Shanghai, China with partner Sophie Lo and her brother Jimmy Lo.

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