Tom Monaghan realized all that immediately. He is no dummy when it comes to marketing. Excellent marketing is what helped him build Domino's Pizza into a $2 billion-a-year business with some 3,800 stores in seven countries. One of the things that he quickly realized during his first year in the pizza business was this: "It takes as much time to make a small pizza as it does to make a large one, and it takes just as long to deliver a small pizza." Dropping small pizzas caused an almost immediate 50 percent increase in his sales. Almost the same thing happened when he eliminated submarine sandwiches from his menu."