Marketing Project — Business Case
One pizza. One rent.
One number that matters.
La Passione carries a single fixed cost of $250.00 in rent and a variable cost of $6.50 for every pizza made. Each pizza sells for $149.99. Everything below follows from those three figures.
Fixed cost (rent)
$250.00
Variable cost
$6.50
Selling price
$149.99
The Math
Break-even
Contribution margin is what each pizza leaves behind after its own cost. Divide the rent by that margin and you have the number of pizzas the month must sell before a single dollar is profit.
Contribution margin per pizza
$149.99 − $6.50
$143.49
Contribution margin ratio
$143.49 ÷ $149.99
95.7%
Break-even in units
$250.00 ÷ $143.49
1.74 pizzas
Break-even in practice
rounded up to a whole pizza
2 pizzas
Break-even in sales dollars
$250.00 ÷ 0.9567
$261.32
Live Model
Move the volume.
20
Revenue
$2,999.80
Variable costs
$130.00
Total costs
$380.00
Profit
$2,619.80
Scenarios
Profit by volume
| Pizzas sold | Revenue | Variable costs | Fixed cost | Profit |
|---|---|---|---|---|
| 2 | $299.98 | $13.00 | $250.00 | $36.98 |
| 5 | $749.95 | $32.50 | $250.00 | $467.45 |
| 10 | $1,499.90 | $65.00 | $250.00 | $1,184.90 |
| 25 | $3,749.75 | $162.50 | $250.00 | $3,337.25 |
| 50 | $7,499.50 | $325.00 | $250.00 | $6,924.50 |
| 100 | $14,999.00 | $650.00 | $250.00 | $14,099.00 |
Positioning
Why us
One pizza, perfected
We fire a single composition — La Fiamma Bianca. No sprawling menu, no compromise. Every hour of the kitchen's attention goes into one pie, so the quality ceiling is far higher than a shop juggling forty items.
A room, not a transaction
Reservation-only seating, candlelight, marble and brass. Guests are not buying dinner, they are buying an evening they will photograph and talk about.
Named provenance
San Marzano DOP tomatoes, Mozzarella di Bufala Campana, 36-month Parmigiano, 72-hour fermented dough fired at 450°C. Every ingredient has an address.
Ruthless cost discipline
A single $250.00 fixed cost and $6.50 of ingredients per pie. Low overhead plus premium positioning is the entire model.
Pricing
Why $149.99 is justified
Price is a positioning tool, not a cost calculation. At $149.99 the guest is buying scarcity, provenance and an evening — and the margin funds the standard that makes those things true.
You are not paying for ingredients
Ingredient cost is a fraction of the price at every luxury restaurant. The price reflects craft, scarcity, atmosphere and time — not the weight of flour and cheese.
Anchored against our own menu
La Collezione runs $450–$1,200 and La Riserva $1,450–$3,400, all unavailable. Against that shelf, $149.99 reads as the accessible way into the house.
Scarcity, not volume
Limited nightly firing means demand exceeds supply. A price that clears the room every night is a price the market has already accepted.
The number still works small
Break-even is 2 pizzas a month. Profitability does not depend on crowds, so we never have to discount to fill seats.
Competition
What makes us different
| La Passione | Every other pizzeria |
|---|---|
| Whole pies, individually fired to order | Slices and reheated trays |
| Reservation-only, no delivery | Delivery apps and 20–30% platform fees |
| 72-hour fermented dough, 450°C oven | Same-day dough, conveyor ovens |
| One composition, perfected nightly | Forty items, none of them the specialty |
| Named DOP provenance on every ingredient | Unlabelled bulk supply |
| $250.00 of fixed cost | Large leases, staff and equipment debt |
Exclusive Offer
What we offer that they don't
Table-side finishing
The final flourish is completed in front of the guest — theatre included in the cover, offered nowhere else at this scale.
The Sala del Fuoco
A candlelit room built around the oven. Guests watch their own pie enter the flame.
Waiting-list access
Guests join a list for La Riserva releases, creating repeat demand without any ad spend.
Zero delivery leakage
No third-party platform takes a cut, so every dollar of the $149.99 stays in the model.
Marketing
How we sell it
Scarcity as the offer
Whole pies only, individually fired, limited nightly preparation. Restricted supply justifies the price and creates a waiting list instead of a discount.
Reservation-only funnel
No delivery, no walk-ins. Every guest books a table, so demand is measurable and each evening's covers are known in advance.
Visual word of mouth
Candlelit plating, brass and marble, table-side truffle. The room is designed to be photographed, turning every guest into free reach.
Provenance storytelling
San Marzano DOP, Bufala Campana, 36-month Parmigiano. Named origins turn a $6.50 ingredient cost into a $149.99 experience.
The Team
Who presents what
Sami
Who La Passione is and why it can charge premium.
Amer
Fixed rent versus variable cost per pizza.
Yousuf
Contribution margin and the break-even point.
Harbeed
Why $149.99 holds at this quality level.
Zain
How we reach the guests who pay this price.
Abubaker
Volume scenarios and the closing argument.
Closing line for the presentation: at $149.99 a pizza against $6.50 of ingredients, La Passione covers its $250.00 rent with just 2 pizzas — every pie after that is $143.49 of pure contribution.
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