Robert Wilkinson was studying at the University of Cape Town and as part of one of his second year courses in 1989 he was required to devise a business idea during the holidays. He and a friend, Chris Lovemore, came up with the idea of a pizza-delivery service, operating after hours out of Silwood Kitchens Cordon Bleu Cookery School, which was owned by Robert's grandmother. Robert's grandmother helped them devise a pizza recipe, and with a R3000 budget, ingredients were purchased and 1000 menus were printed and handed out. On the first day of business 19 orders were received. Robert says: "We certainly didn't expect this much interest on the first day, but I think we had hit a niche market in an area previously uncatered for.The kitchens were chaotic that day, with orders being taken on the school's public telephone and old

In 1993 Robert received the prestigious Rhodes Scholarship to study management at Oxford University, while Chris opted out entirely and returned to his home town of Port Elizabeth. Butlers was left in the capable hands of BA Honours students Katherine Warner and Joy Parker.

It was in August 1995 when Robert returned that an unexpected hiccup occurred. Robert decided to revamp the Butlers image using an independent designer. The end-result of the new menus coincidentally looked similar to the new R1.5 million St. Elmo's branding. Robert received a lawyer's letter instructing him to deliver all electronic and physical artwork and templates to St Elmo's. Although innocent, Robert decided to pre-empt any public legal action and together with his advertising agency he came up with a cheeky advertising campaign consisting of a series of cleverly worded adverts poking fun at St Elmo's proposed legal action, following each one up with the 'next installment' of the ongoing saga. Although he eventually had to withdraw the campaign, he managed to keep his reputation intact and Butlers survived the storm and continued to grow.

Robert stresses the importance of building relationships with the customers to market the brand: "We have always been a 'virtual company' with no visible premises for customers to see. We therefore rely on word-of-mouth advertising, building relationships with the customers and keeping in contact with them to find out what they want. We have also got involved in the student community and sponsor Rag (a charity fundraising parade) and Sax Appeal (a student magazine sold annually for charity). In this way we do our bit for charity while still marketing our brand."

Robert's advice for aspiring entrepreneurs is to "keep your own council and believe in yourself". He had a particularly bad year in 2000, ending a long-term relationship and then losing his beachfront house in a fire. He received offers to sell Butlers, but decided against it: "I am a control freak and a perfectionist, and don't want others involved, which is why I have also decided against franchising the company." Robert still holds a 90% share in the company.

Having spent most of his life living from day to day, Robert is now sure of the future of Butlers and wants to implement some sure plans for the future: "Butlers has been a journey - a practical tutorial in business with no plan or strategy. But now it is time to take the business forward with a purpose and a plan." Robert's final commentary on Butlers: "Expect big things!"

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