Reverse Sales Psychology

John Schnatter, the founder of Papa John’s pizza, was asked by an interviewer on the BBC whether he was concerned about the impact of the British government’s anti-obesity drive on pizza sales. “No,” he replied. “Pizza’s actually healthy for you if you don’t eat too much of it. You can’t eat five or six slices but if you eat one or two slices it’s very nutritious.” Every day. For each meal. Including breakfast. And snacks. And be sure to order an extra large with double everything just to make sure you’re getting enough vitamins and minerals.

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