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John Parlet’s usual vendor didn’t want to sell. “John, we’ve researched this thing, and it’s never going to fly,” Parlet recalls the conversation.
Not satisfied with the answer, he thumbed through the Yellow Pages for another (more open minded) vendor. After a brief call, Parlet jumped into his pickup truck, drove three hours south to Los Angeles, California, and plunked down $1,200 on the spot.
The item in question? A little video game named “Pong” that revolutionized the family entertainment center (FEC) industry.
Parlet installed “Pong” in 1972 at his first facility—the 2,000-square-foot John’s Pizza Parlor in Ridgecrest, California. Several times a week he would have to empty out the quarters, so the machine wouldn’t jam up. The game paid for itself in just a couple months.
“The heck with the operator who didn’t want to put a machine in there,” he says. “I always wanted to be on the leading edge and be a ‘with-it’-type of place.”
With business booming, he expanded the restaurant and added seating. But this only marked the first chapter in Parlet’s long FEC career. The pizza parlor evolved into John’s Pizza, Pasta, Homemade Ice Cream and Fun Factory, which he sold in 1997 to start his current business, John’s Incredible Pizza Company.
The FEC empire now boasts 11 stores and 1,400 employees across the United States, and he’s always on the lookout for more spots. He plans to build two or three stores a year, as long as he can find quality locations.
“We were blessed for success early on, and we’ve been riding that train ever since,” says the 60-something-year-old owner.
Did you always see yourself in the food and entertainment business?
Right after college, I worked as an assistant manager at a [Kentucky Fried Chicken]. That was my first introduction to the food industry. I liked it, and I’ve been with it in one form or another ever since.
What attracted you to the industry?
There’s never a dull moment. You’re always going. It’s a new challenge every day. I enjoy dealing with the public and all the great people that I’ve worked with over the years.
Describe why you made the leap from John’s Pizza, Pasta, Homemade Ice Cream and Fun Factory to John’s Incredible Pizza Company.
We started out with just a pizzeria and a little game room. When we decided to do the John’s Incredible Pizza Company concept, it was totally different: a larger footprint store, a big restaurant with multiple themed dining rooms, all-you-caneat buffet of pasta, pizza, salads, and soups, and a separate game room from the restaurant, so people eating don’t have to be subjected to the noise if they don’t want to.
 What drives you to keep growing your business? Some folks, I’m sure, would be content with the success you achieved early on.
I believe in the saying, “Happiness is in doing, not in possessing.” I’m truly happy in what I do. I love the challenges. As long as I’m having fun, I want to continue doing it.
What do you attribute the most to your success?
We’ve taken some risks. Store No. 3 was a huge plunge. It was a 50,000-squarefoot facility in Fresno, California. People said you can’t build a 50,000- square-foot pizza parlor. I said “it’s more than pizza,” and it worked.
What are some of the values and beliefs most important to you?
From a very fundamental standpoint, I believe in treating everyone with dignity and respect. A lot of places don’t do that. We try to take a humanistic approach to all our team members and give them a fun working environment. Also, we spent probably 20 percent more than what the average person would spend to build out a place. I like nicer finishes, finer details. I want to be the best in class. We try to create a miniature Disneyland. Walt Disney is one of my biggest role models.
What do you love most working in the industry?
I love trying to wow someone. That excites me. When parents and their kids are having a good time and they thank you, that’s pretty special. It’s a fun business to be in if you’re doing it right.
Take me through a typical day.
I spend a lot of time in the office or on the road looking for new locations. I know all the managers on a first-name basis, and I visit all the stores at least quarterly. We go over goals, numbers, what we’ve done right, and what we’ve done wrong. I’m very actively hands-on.
Did you alter your business strategy during the recession?
Not so much our philosophy, but we sure worked harder. Our numbers weren’t growing for a few years; they were shrinking. That’s kind of scary. The only thing you can do is focus on the numbers even harder and, whenever possible, renegotiate with suppliers, control costs, and hope that it gets better.
Are you optimistic about the future of the FEC industry?
I am. I know a lot of people aren’t, and they’re talking a double-dip recession. There may well be one, but I believe in what we do. I believe in the folks that work with me on a daily basis. I think our concept works well in a good or bad economy. It’s more challenging in a bad economy, but people still want to go out and be entertained.
If you had to change one thing about your career, what would it be?
I wouldn’t change much. Life has been good to me, and I’m appreciative of that.
What advice could you offer to someone starting out in the industry?
You have to believe in yourself and what you’re doing. Great success only comes after a lot of hard work and time. Become knowledgeable about your business, and do your homework.
Contact Contributing Editor Mike Bederka at mbederka@IAAPA.org.
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