JANUARY 1990

How do you help solve America's education crisis and get a payback for your company? Jack and Shelly Finnerty, owners of The Pizza Store & More, in Laguna Hills, Calif., do it by rewarding students at a local elementary school.

The Finnertys supply prize certificates for school-sponsored functions, such as paper drives and book-report contests. The prizes happen to be the house specialty, pizza. The pizza may be free, but when students cash in their certificates, soft-drink and other sales also ring up at the restaurant.

"It's inexpensive compared with the payback of motivating students and generating goodwill for our business in the community," says Jack, who figures he's developing a devoted clientele in the process. "As these kids grow up, they'll like my pizza and want to spend their allowances here."