A decade ago, Mike Cordoba's European vacation was rudely interrupted by a head hunter for Boston Pizza International.

"Somehow, they found me in a hotel in Barcelona," recalls Cordoba. "I told them I was still on vacation but the guy said: 'No, no, you're the one.' "

At the time, Cordoba, who had previously worked as a controller with Eye Masters until that company was bought out, may have had mixed feelings about returning home to Vancouver early for a job interview with co-owners Jim Treliving and George Melville.

But it turned out to be the best career move of his life. Since being hired in the finance department, Cordoba has made a rapid ascent up the corporate ladder, culminating with his appointment as chief executive officer on January 8.

Bayne Stanley photos, Business Edge
Boston Pizza CEO Mike Cordoba believes in picking the right people.

As the 40-year-old Vancouver native moved up the ranks, so has Boston Pizza, which has blossomed into a phenomenal growth story with revenue from its restaurants quadrupling over the past decade.

The company also spun off a public company, the Boston Pizza Royalty Trust Fund, which trades on the Toronto Stock Exchange.

But the upbeat Cordoba isn't resting on the company's laurels, promising bigger and better things to come.

1. Where did you get your entrepreneurial spirit?

"I was the only child of two immigrants from Spain who ran a family business (Joe's Bulldozing, a construction and excavation business), so I grew up in that business. I learned the school of business the hard way through my dad (Joe). I did the manual labour jobs, you know, the shovel type of jobs, I answered the phone and I did the books for my dad as a kid. I was the luckiest guy in the world because I had my father as a mentor. So it was always a dream of mine to be an entrepreneur."

2. What did your father teach you about life and business?



"He always told me to treat everybody the same. He said: 'Nobody is any better than anybody else, so treat everyone with respect and treat them the way you expect to be treated yourself.' My father was also from the old school of business where you made a deal with a handshake and you committed to whatever you promised. Sometimes, you made money at it and sometimes, on the rare occasion, you lost money, but that was OK."

3. How have you been able to channel some of the lessons of your father into the restaurant business?

"I think the big thing that I've been able to do in my 10 years at Boston Pizza is build a great team. I think you recognize as a business person that you have some talents, but you also lack some talents. So, I believe in building a team around your weaknesses. As a franchise business with 178 customers (franchisees), the teachings I received from my dad about delivering what you promise have really helped me."

4. After starting your career with Eye Masters, how did you hook up with Boston Pizza?

"Boston Pizza called me to work in their finance department while I was on vacation. I came home and had a 10-minute interview with the owners (Jim Treliving and George Melville), and as soon as I talked to them, I had this gut feeling that they were so much like my dad. Lo and behold, it worked out, because they've become my other mentors."

5. How have Treliving and Melville influenced you?

"They're amazing guys in the sense that they are creative, innovative, visionary leaders who believe in the same principles I do, which is teamwork and delivering what you promise. We're very much an organization built on a team. These guys have taught me vision in the sense of always going for the large goals, stretching your goals, pushing yourself, never being satisfied with last year's results or status quo and always staying ahead of the curve. They taught me to always figure out ways to top your own performance." 6. What do you think turned Boston Pizza around into one of Canada's great growth stories in recent years?

"When I first came on board 10 years ago, it was successful but what it needed was a platform or organization structure that would let them carry themselves into the eastern market and also fill in the western market. When I started, there were 23 people (running the company) and we were at about $89 million (annual revenue). Today we're over 100 people and $375 million (2003 revenue) with 178 franchises. We've roughly doubled our growth sales every three years since 1995. We've been able to do that because we built an infrastructure, setting up an office in Eastern Canada. It cost a ton of money up front, but it certainly paid off."

7. So do you think you can double the revenue in the next three years?

"Oh, yeah. I think we're very confident that we'll do that. Today, we have pretty close to 100 franchises that are signed, sealed and delivered over the next five years. We know which franchisees are going where, so I think, just on growth of franchises and our internal growth, we'll double the size of our sales."

8. Where will the bulk of that growth be?

"Eastern Canada, mainly in southern Ontario and the Maritimes, is our main focus now. This year, we will open 15 to 20 stores, and of those, 10 to 15 will be in Eastern Canada and about five will be in Western Canada. We've also opened an office in Quebec and soon we'll have restaurants there."

9. What are your plans for U.S. expansion?

"We have an office in Dallas and one of the owners (Treliving) has moved down there to help build the brand from the roots up. They have 15 restaurants that will open this year in the U.S. and another 30 to open after that. That business will be a real boomer for the whole chain. There could be hundreds and hundreds of restaurants down there because of the population." 10. What's the key ingredient in the restaurant franchise business?

"The key ingredient for us is to stick with what you know ,and what we know is franchising. What we know is a single-brand focus and that's Boston Pizza. And what we know is to keep it simple. So what we've strived for 100 per cent is in making our franchisees profitable. That's the key to the business, making each and every restaurant very viable so our partners are successful. And of course, customer service is so important."

11. What is the key to satisfying your customers?

"You've always got to stay ahead of the customer. You do that by always having to evolve your menu, change the way you serve customers and make sure your pricing is right. It all comes down to exceptional customer service, which starts with great food and great service."

12. What do you look for in a franchisee?

"First and foremost, you have to have a good net worth. To buy into a Boston Pizza today is about a $1.2-million venture and you have to have about $500,000 of your own money to put down. Your payback on your $500,000 equity is anywhere from 18 to 24 months, so it's a very good investment.

"But you have to have the drive and the commitment because it entails long hours. You also have to be a person who is very extroverted and very good at dealing with people. You're typically dealing with a very young staff and the general public. We have a very strict selection committee and it has to be unanimous for us to pick our partners."

13. How would you describe your management style?

"I set high objectives for people and let them execute. I think the key is to hire the brightest people and let them do their job. 'Let them go to work' is what I always say." 14. You've spoken highly about your father's business integrity. So what's your view of some of the shoddy corporate governance that has come to the forefront in recent years?

"I kind of get disgusted because I was brought up in a foundation of trust in business. I also get frustrated with all the frivolous lawsuits you see in the United States. (Owners) Jim and George are trust guys and we run our organization that way. So much of our business is based on trust. We trust our partners and our partners trust us. So I find it very disturbing seeing this lack of trust in business. It's very, very disturbing. It's too bad some of the rotten apples have resulted in certain elements and certain professional standards changing."

15. Who's the entrepreneur you most admire?

"Obviously, there's Jim and George, the two guys I work for. There are some great ones. Jimmy Pattison (CEO of the Jim Pattison Group) is a fabulous entrepreneur. I love to hear his story. I think he just loves business and I'm the same way in that respect. I love business."

16. How long would you want to remain CEO of Boston Pizza?

"I could stay in this job forever. You're always having a good time and you're always having fun with it, dealing with great people. I always believed that when you put your shirt and tie on in the morning to go to work and you're having fun, go for it."

17. How do you like to spend your free time?

"I have a nine-year-old son (Matthew) and a six-year-old daughter (Megan) and I love going to their sporting events and watching them grow up. We're really big in this organization in making sure you split your time between working hard and making sure that, when you can get back to your family, you do. I just enjoy life. I'm an upbeat, happy-go-lucky guy. Life's too short not to enjoy life."

18. How did losing your father impact your perspective on life?

"I learned a hard lesson when my dad passed away at 63 (in 1991). That was probably the time that changed me more than anything else."

19. How so?

"I said to myself then, 'I'm going to spend some time with my family, make sure I split my time between work and family properly and enjoy life every day.' "

20. If a genie magically pops out of a bottle and grants you one wish for your life, what would it be?

"Oh, probably to have my dad back in the world."

IN PROFILE: Mike Cordoba
* Born/raised/age: Vancouver, 40.
* Title: President/CEO, Boston Pizza International.
* Education: Simon Fraser University, business administration degree; chartered accountant.
* Family: Wife Kara, two children.
* Career: Prior to his recent appointment as CEO, Cordoba spent 10 years in senior management with Boston Pizza International as executive vice-president, VP of finance, chief operating officer and president. Before joining BPI, Cordoba was a controller with Vancouver-based Eye Masters Inc. and has also worked as a chartered accountant.
* Accolades: Cordoba was recognized as one of Canada's 'Top 40 Under 40' entrepreneurs in 2002.
* Passions: Golfing, reading, charities.

THE COMPANY: Boston Pizza International
* Brass: Co-owners, Jim Treliving and George Melville; Mike Cordoba, CEO; Mark Pacinda, president.
* Profile: Boston Pizza is Canada's No. 1 casual dining brand, featuring restaurants/sports bars operated as franchises.
* Growth: Founded by Gus Agioritis in 1964 in Edmonton and launched with a single restaurant, Boston Pizza now has 178 restaurants in Canada, including 73 in Alberta and 49 in B.C., and has also expanded into the U.S. and Mexico.
* 2003 Revenue: $375 million.
* Franchise Info: The initial franchise fee is $65,000 in Western Canada and the startup cost is $1 - $1.6 million. Prospective franchisees qualify with a $500,000 investment.
* Stock: A percentage of franchise sales are paid to the Boston Pizza Royalties Income Fund which trades under the symbol BPF.UN on the Toronto Stock Exchange (recent price, $12).
* Mission Statement: To be a world-class franchisor through selecting and training people to professionally manage an outstanding food-service business.
* Accolades: Boston Pizza has been honoured as one of Canada's 50 best-managed companies for nine consecutive years and was inducted into the Canadian Franchise Association Hall of Fame in 1993.
* Websites: www.bostonpizza.com; www.bpincomefund.com
* Head Office: 5500 Parkwood Way, Richmond, B.C., V6V 2M4.
* Phone/Fax: 604-270-1108, 604-270-4168.