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How tech startup Antimetal used pizza to bring in $1 million in revenue

cnbc.com · 827 words · saved by 1 readers

That’s how it worked out for Matthew Parkhurst, co-founder and CEO of New York-based tech startup Antimetal. The company was ready to emerge from its beta phase, and Parkhurst wanted to make potential clients aware that Antimetal even existed. So, he bought them lunch. On April 4, the 26-year-old sent out more than 1,000 pizzas — from local pizzerias in New York and San Francisco — in boxes adorned with his company’s name and contact information. Any pies unable to be delivered were donated to delivery drivers, all of whom received tips of “a couple of hundred bucks per driver,” Parkhurst says. Antimetal spent roughly $15,000 on pizzas, packaging and targeted delivery to potential clients, venture capital firms and even tech influencers with large social media followings. It worked: Roughly 75 of the companies that received pizza have become Antimetal clients, Parkhurst says — creating a bump of more than $1 million in annualized net revenue, according to documents reviewed by CNBC Ma

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