Ilitch built a small take-out pizza shop in Detroit into a 4,700 chain enterprise. At a time when take-out food was still a novelty, Ilitch catered to an increasingly mobile and convenience-oriented population. His strategy was based on low prices, quirky advertising, and quick service, which quickly generated a loyal customer base. He went on to buy the Detroit Red Wings National Hockey League team building them to their current status as one of the wealthiest sports franchises in the world. Ilitch later added to his portfolio by purchasing the Detroit Tigers American League baseball team from his cross-town pizza rival, Tom Monaghan, founder of Domino's Pizza.