How Mike and Marian Ilitch Turned a Single Pizza Shop into a Global Empire
Say “Pizza! Pizza!” and most people know exactly what brand you mean. Little Caesars has built a familiar name by keeping pizza affordable, fast and fun. Behind the brand’s toga-clad mascot and famous catchphrase, though, is the story of a husband-and-wife team whose hard work and belief in the city of Detroit helped build a global brand.
Mike and Marian Ilitch first met on a blind date arranged by Mike’s father in 1954. They immediately hit it off and were married within a few months, according to Little Caesars’ website. Seeking a new path forward following Mike’s time in the military and playing minor league baseball, the Ilitches invested their life savings into their first pizza restaurant, which opened in Garden City, Mich., in 1959. From the beginning, the couple went all-in on the business, with Marian tracking every sale in a spiral notebook.
Little Caesars has stayed relevant over the years and established itself as one of the world’s largest carry-out pizza chains. By 1969, the pizza franchise had reached several milestones, including the opening of its 50th location and its first international store in Canada. The famous Pan!Pan! square deep dish pizza was introduced in 1988.
Its HOT-N-READY pizzas, designed for convenience, as well as popular menu items such as Crazy Bread and Crazy Puffs, have been fan favorites. The brand has also shown its dedication to customer service and convenience with its Pizza Portal — a heated, self-service mobile order pickup station. Constantly innovating, Little Caesars teamed up with Serve Robotics and Uber Eats to test robot deliveries, allowing autonomous robots to bring food directly to customers in parts of Los Angeles last fall.
Beyond its innovative menu offerings and technology, Little Caesars has been weaving itself into the mainstream culture for decades through its fun marketing initiatives. Its iconic “Pizza! Pizza!” slogan dates back to the late 1970s, and the brand’s toga-wearing mascot is a memorable and recognizable symbol. Little Caesars is furthering its reach to millions of potential customers today as the Official Pizza Sponsor of the NFL.
True Detroiters
Quintessential Detroiters, Mike and Marian are known for their deep commitment to the city’s revival. They restored the famous Fox Theater in the 1980s to establish a new Little Caesars headquarters in Detroit and to give residents and tourists of the Motor City a beautiful place to visit. Years later, during General Motors’ financial crisis and near-bankruptcy, GM ended its sponsorship of the Detroit Tigers’ Comerica Park baseball stadium. Instead of auctioning the prominent advertising space to the highest bidder, Mike chose to offer it free of charge to each of Detroit’s local auto manufacturers — an act meant to support the Motor City’s struggling auto industry rather than profit from it.
The Ilitches made it a point to help others and stay true to their Detroit roots. They purchased the Detroit Red Wings in 1982, transforming the struggling team into an NHL powerhouse that captured four Stanley Cup championships during their ownership. They later acquired the Detroit Tigers baseball team in 1992 from Domino’s Pizza founder Tom Monaghan.
The mobile Little Caesars Love Kitchen fleet was established in 1985 to feed those in need across North America. The Ilitches also stepped in to help civil rights activist Rosa Parks after she was robbed and assaulted in her Detroit home in 1994. Federal Judge Damon Keith assisted Parks in relocating to a safer apartment in Detroit’s Riverfront Towers. After learning her situation, Mike contacted Keith and offered to cover Parks’ rent through Little Caesars Enterprises. Mike did this without seeking publicity, according to a 2014 Sports Business Daily report. Keith later shared a copy of a 1994 check and recounted the Ilitches’ generosity in interviews.
The Couple Behind the Little Caesars Franchise
Partners in life and business, the Ilitches were together until Mike’s passing in 2017. According to his obituary, he was survived by Marian and their seven children, 22 grandchildren and three great-grandchildren at the time of his death. Their son, Christopher, is the current CEO and president of Ilitch Holdings Inc., an organization involved in food, sports and entertainment industries. The Ilitches also treated their employees and franchise owners like family. “I consider Little Caesars my eighth child,” Marian said.
Today, the Ilitch family is worth nearly $7 billion, according to Forbes. The family owns the Little Caesars franchise, the Detroit Red Wings and MotorCity Casino Hotel, while the Detroit Tigers are held in a family trust. Marian is also helping develop a $1.4 billion sports and entertainment district in Detroit, including a new headquarters with playful architectural nods to the company’s pizza roots.
Entrepreneurs can learn a lot from Michael and Marian Ilitch. Giving back to the community is not only the right thing to do, but business owners establish goodwill and trust with customers. And who doesn’t love a memorable catchphrase and an iconic toga-wearing mascot?
Photos: Little Caesars
