Domino's Sued This Pizza-Maker -- and He's Thrilled Scott Gittrich used to work at Domino's. Now, as the founder of Toppers Pizza franchise, he uses his marketing to tell customers everything the big players are doing wrong -- and why his brand is better.

Scott Gittrich is starting a pizza war. Almost 30 years ago, he left a manager role at Domino's to launch the Wisconsin-based pizza brand Toppers Pizza. Since then, he's been taking swings at his former employer -- and earlier this year, Domino's struck back with a cease-and-­desist letter. (It was because of a recent ad claiming that Domino's ships factory-made dough to its stores. "Them: Dough fresh off the semi. Us: Dough made fresh in-house daily," it says.) But Gittrich says he's happy for the controversy; it only helps him gain attention in a crowded field. Now the company he began with $30,000 in savings has 80 restaurants, a growing roster of franchisees and pizza that's worth legal action.

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Your marketing is feisty, to say the least. What's the strategy?