Who's our No. 1? - Networld Media Group

2012 pizza industry
The top restaurant chains, people and trends
shaping the pizza segment.
PRESENTED BY:
Who's our No. 1?
SPONSORED BY:

leapfrogpos.com
Publisher
Tom Harper
President, Networld Media Group
tomh@networldmediagroup.com
PizzaMarketplace.com
Edit0r
Alicia Kelso
aliciak@networldmediagroup.com
Executive Editor
Joseph Grove
josephg@networldmediagroup.com
Contributors
Missy Baxter
Catherine Damron
Richard Slawsky
Advisory panel
Scott Baitinger, Streetza
Max Brigham, Monical Pizza Co.
Keith Dau, The Brothers Three
Gennarro DiMeo, Squisito
Michele DiMeo, Squisito
Jim Ferrell, Fat Jimmy’s Pizza
Don Fox, Firehouse Subs
John Hoffman, Pagalo’s Pizzeria & Gelato
Barry Klein, Go Roma
Courtney Kurdziel, Straw Hat Pizza
Janelle Reents, Monical Pizza Co.
Bob Surman, Homemade Pizza Co.
Marla Topliff, Rosati’s Pizza
Robbie Vitrano, Naked Pizza
Don Vlcek, Marco’s Pizza
Travis Wigman, The Pizza Peel
Ed Zimmerman, The Food Connector
Top 100:
A cross section of
a growing segment
There are nearly 70,000 pizzerias in the United States and many
market research firms predict the segment’s continued growth in
years to come. Frankly, Americans love pizza. We decided to take
a closer look into what shapes this $38 billion business and what
concepts, leaders and trends are leading the way for its continued
success.
For this inaugural edition of the PizzaMarketplace.com Top 100 Movers and Shakers, we
specifically ranked the top 70 concepts, considering menu and technology innovations,
personnel movements, sales, franchising and growth, marketing initiatives and more.
The original list began with more than 250 brands.
We then analyzed 25 of the top trends in the pizza segment – from technology to
toppings. These were whittled down from the original list of 150 trends that have
emerged in the past five years.
Finally our advisory panel, which included 20 experts from the restaurant industry,
tapped the top five people who have taken the biggest risks and have yielded the
biggest rewards, leading the way for the future of pizza.
We hope our Top 100 provides a glimpse into why this segment continues to thrive and
resonate with consumers all over the world.
With special thanks to our advisory panel,
— Alicia Kelso
Editor, PizzaMarketplace.com
Table of Contents
4 Top 10 brands
13 Top 11-70 brands
24 Top 25 trends
31 Top 5 people
Top 100 ©2012 Networld Media Group LLC. 13100 Eastpoint Park Blvd., Louisville, KY 40223. (502) 241-7545. All rights reserved. No
part of this publication may be reproduced without the express written approval of the publisher. Viewpoints of the columnists 3 and
editors are their own and do not necessarily represent the viewpoints of the publisher.

1 Domino’s
Pizza
In the past two years, Domino’s Pizza has pulled off quite the
comeback. The Ann Arbor, Mich.-based chain kicked off this
turnaround after admitting it had a subpar product – a “crust that
tasted like cardboard” – and launching an aggressive marketing
and social media plan to complement its new recipe.
These initiatives were huge risks that have paid off in droves.
Before the “Oh Yes We Did”-themed changes came about, two
years ago, Domino’s shares were worth about $7. They now
average between $35 and $40.
Following its wildly successful marketing and recipe shift,
Domino’s same-store sales were up 3.5 percent for a two-year
comp of 13.4 percent. The chain made $3.4 billion in 2011, closing
the year with 4,513 franchised stores in the U.S. and 394 companyowned
stores. Internationally, the brand boasts 4,835 franchised
stores.
Domino’s has also cornered the delivery niche. More than 22
percent of all pizza deliveries in the U.S. come from Domino’s,
while 28 percent come from Pizza Hut and Papa John’s combined,
according to The NPD Group.
The company certainly hasn’t rested on its laurels, recently
launching a new Artisan Pizza line, stuffed cheesy bread, parmesan
bread bites and new chicken products.
That was just on the domestic side. Domino’s international
performance has put the company among the top five publiclytraded
restaurant companies in terms of store count. The
international division has experienced 72 consecutive quarters
of positive same-store sales growth spanning 18 years. Domino’s
estimates the potential for more than 2,800 additional restaurants
in its top 10 global markets, led by the United Kingdom, India,
France, Mexico and Australia.
But with Domino’s, it’s been about more than bottom lines and
happy investors. The company’s technology platforms and
marketing initiatives have positioned the chain as a progressive
leader in the restaurant industry.
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Brands – TOP 10
In 2011, Domino's social media followers — through Facebook and
Twitter specifically — grew 400 percent over 2010.
"(Technology) is truly a way for us to offer one-on-one marketing
with our consumers," CEO J. Patrick Doyle said in a recent earnings
call. The company also began mining information from its loyal
followers, launching Think Oven – an online suggestion box –
earlier this year.
On the mobile side, Domino’s launched its iPhone/iPod touch app
in the summer of 2011, and it generated more than $1 million in
sales within the first three months. Its new Android app achieved
more than 140,000 downloads in the first two weeks and was the
top downloaded app in the “lifestyle category.”
Doyle pointed to the company's successful digital initiatives,
including its Cyber Monday promotion which yielded more than
1 million orders in a week, and its inaugural Domino's Global Day,
which resulted in a record day in online sales, as a big driver in its
positive year. The company estimates that it did more than $1.8
billion in online sales globally in 2011. This averages $34 million a
week just online.
Other cutting-edge initiatives include its Pizza Hero app for iPads,
an interactive pizza-making game that links to Domino’s career
page, and an augmented reality application in the UK that allows
customers to download deals through enabled posters throughout
the streets of London.
"We've reached a new level of customer loyalty in the United
States and strong brand equity around the world. These results
came from international momentum, but also from technology,"
Doyle said. "We are not the same company we were even two
years ago. We really are a different Domino's."
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Papa John’s
Papa John’s has perhaps the most recognizable
spokesperson in the restaurant industry in founder/chairman/
CEO John Schnatter, who has successfully touted the “Better
Ingredients. Better Pizza.” tagline as a huge point of differentiation in
the intense pizza wars.
Schnatter doesn’t shy away from expressing pride in his company’s
avoidance of deep discounting.
"Our brand remains resilient even in the face of what continues to
be a challenging competitive and cost environment," Schnatter said
in a recent earnings call. "We believe this commitment continues to
resonate with the consumer. Quality always pays off in the long run,
and it's gratifying to see consumers recognize better ingredients does
mean a better product.”
The chain has leveraged this positioning by launching products such as
the five sausage pizza, with a new Chorizo sausage topping, as well as
real pork sausage, mild and spicy sausage, and buffalo chicken pizza.
Louisville, KY–based Papa John’s has also taken advantage of its
partnership with the NFL to boost its visibility with new and existing
customers, particularly through its extensively promoted Coin Toss
Papa Murphy’s
The concept of take-and-bake pizza began with Papa
Murphy's in 1981. And as time-crunched families
increasingly seek convenient meal opportunities, the
positioning of take-and-bake pizza seems stronger than ever.
Perhaps that explains why the chain’s sales were up a staggering 10
percent in 2011. Its total U.S. systemwide sales grew to $702 million
last year, while same-store sales were up more than 5 percent.
"Families are busier than ever before, and they look forward to
coming together at the end of the day around a fresh baked Papa
Murphy's pizza to relax and reconnect with each other. We have an
amazing brand and product and so much opportunity for growth in
2012," said Ken Calwell, CEO, in an internal email to employees and
franchisees. Calwell, a former Wendy’s executive, was tapped to lead
Papa Murphy’s in November 2011.
Papa Murphy’s is now the fifth-largest pizza company in the U.S. with
more than 1,200 stores in 37 states. The Vancouver, Wash.-based
chain is still experiencing a growth spurt, having recently signed
Super Bowl promotion. The campaign
sparked a lift in online ordering and
enrollment in Papa Rewards.
Papa John’s online and mobile presence is
also strong – its iPhone app was launched in December 2010 and its
Android app a year later. Lance Tucker, CFO, estimates that online
orders for the company overall are north of 30 percent and that number
continues to grow.
Where the company is particularly making progress compared to its
main competitors, however, is in unit count. After achieving its highest
net openings in a decade, Papa John's system now includes more than
3,880 restaurants operating in all 50 states and 33 countries. This
number includes 130 net new openings in the fourth quarter worldwide,
and 237 net new units for 2011.
The development pipeline as of the end of 2011 included approximately
1,550 restaurants (350 units in North America and 1,200 units
internationally), the majority of which are scheduled to open
throughout the next six years. Overseas, the company is planting flags
in markets from Russia to the Bahamas.
development agreements in markets such as Kansas City, Mo.,
Indianapolis, Phoenix and Canada. Franchising agreements signed
last year equate to more than 265 future stores and 30 new franchise
entity groups.
Additionally, Papa Murphy’s has consistently embraced a diverse
menu – offering everything from stuffed crust pizzas to deLite
offerings and Mini Murph’s for the kids. The chain doesn’t shy away
from innovation; for example, the Bacon Cheeseburger Pizza was
launched in February and is topped with “burger sauce,” a blend of
ketchup and mustard, as well as mozzarella cheese, ground beef,
bacon, onions, Roma tomatoes, dill pickle chips and cheddar.
For the second consecutive year, Papa Murphy’s was the "No. 1
Rated Pizza Chain" on Zagat's annual Fast Food Survey. The chain
also earned the Franchisee Satisfaction Award in 2009-2010 from
Franchise Business Review, and was listed as a Top 100 Food &
Beverage Company from 2007-2009 by Inc. magazine.
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Pizza Hut
You know you’re a pretty big deal when you’re the most Googled restaurant brand of 2011 – globally. Such is the case for Pizza Hut,
which has been around since 1958 but continues to grow, innovate and execute as though an ambitious newcomer.
Pizza Hut generated nearly $2 billion more than its nearest domestic competitor in 2011 — $5.4 billion compared to $3.4 billion for
Domino’s. The company, part of Yum! Brands, isn’t afraid to push the envelope with its menu innovations, as evidenced by its signature
Stuffed Crust and P’Zone offerings, as well as its Big Dinner Box and Cheesy Bites crust.
Pizza Hut also claims to be the first pizza chain to launch the iPhone ordering app, which it did in 2009. The service generated more than
$1 million in sales within its first three months. It added an iPad and Android app last year.
But the chain’s big success story as of late has been with its international portfolio. Based on financial performance and brand strength,
Pizza Hut was listed as No. 81 on Interbrand's top 100 global brands of 2011.
The company plans to double its Quebec presence to 80 units in the next two to five years. Its parent company recently created a separate
India division for the staggering growth in that market. And, in China, Pizza Hut is a top casual dining brand, with 662 restaurants open
across multiple-tiered cities. Pizza Hut – along with sister brand KFC – helped drive Yum! Brands' 14 percent operating profit in China in
the first quarter of this year.
“The (Pizza Hut) brand is a leader in China. The team is fully embracing that we want to be the casual dining chain in China,” said David
C. Novak, CEO of parent company Yum! Brands, in
the most recent earnings call.
Overseas, Pizza Hut has not only been growing,
but also innovating its food. The Australian
system just introduced a new Signature Range
menu, which includes 13 new pizzas that will be
permanent additions. Pizza Hut UK is currently
featuring hot dog stuffed crust pizza, complete
with a free mustard drizzle, and in the Middle
East, the chain is selling pizzas with cheeseburgerstuffed
crusts.
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Naked Pizza
New Orleans-based Naked Pizza – with its “LivNaked” mantra – is
just a few years old, but is way ahead of the fledgling healthier food
trend with its all-natural, gluten-free ingredients. The business got
its start around 2006 by four ambitious partners who tapped highstakes
investors such as billionaire Mark Cuban to help get the ball
rolling.
In the six years since, the chain has been recognized by publications
such as the New York Times and Entrepreneur magazine. Cuban
has also taken a more active role in the company, bringing his
network and resources into the mix, according to partner Robbie
Vitrano.
Naked Pizza’s health-focused menu and mission was the
differentiator Vitrano, Randy Crochet, Brock Fillinger and Jeff
Leach needed to plant the seed. Its social media strategy helped
with the germination.
Naked Pizza is up to 7,000 Facebook fans and nearly 17,000 Twitter
followers. The business garnered much attention early on when
the delivery billboard in front of its New Orleans restaurant was
replaced with one that advertises its Twitter handle.
“We've continued to be invited to share our story and
lend our point of view relative to social innovation
and entrepreneurship, most recently keynoting Inc.
magazine's GrowCo and next month at the Social
Innovation Summit 2012 at the UN,” Vitrano said.
Naked Pizza’s customized POS systems can track orders
related to social media promotions and can individualize
special offers. Each store is equipped with an iPad kiosk
for customers to place carry-out orders, tweet to the
company and sign up for email newsletters.
Naked Pizza’s main niche is its food, with a crust made
from an Ancestral Blend of 10 grains, plus prebiotic agave
fiber and probiotics (think, yogurt). The tomato sauce is
all-natural, spiced and herbed, with no added sugar or citric
acid. Cheese is 100-percent natural, rGBH-free, real Wisconsin
mozzarella, and veggies are also all-natural, no additives. Proteins
on the menu include pork, chicken and beef, all free of growth
hormones and antibiotics.
“We intend to launch the world’s largest grassroots health
movement. We’ll do that by making a delicious, affordable, allnatural
pizza,” according to the company’s website.
Naked Pizza also just jumped into the frozen pizza space, adding a
retail component to the fast-growing business.
The fledgling company has 23 units in the U.S. and the Middle
East (five in Dubai), with numerous agreements in the pipeline,
including in Beirut, Sydney, Nairobi, Miami, Chicago, Vancouver,
Seattle and Philadelphia. India and Australia are also scheduled to
get their first Naked Pizzas in late summer/early fall, Vitrano said.
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Little Caesars
Little Caesars – known for its “Pizza!Pizza!” tagline, its Crazy
Bread and its Hot-N-Ready line – has been around since 1959,
and the brand is now poised to kick its marketing and innovation
strategies into high gear.
This comes after a successful 2011, in which the company
generated $1.48 billion and added about 10 percent to its unit
count.
The Michigan-based chain named Dana Tilley as its new vice
president of research, development and innovation late last
year. She is charged with implementing new products, recipes,
packaging and equipment under CEO David Scrivano’s leadership.
Little Caesars has rolled out high visibility promotions in the
past year with partners such as Discover Cardholders and
ESPN SportsCenter, and the company has even bigger plans to
significantly increase its ad spend. Ed Gleitch joined the team in
the fall as SVP, Global Marketing.
According to Kantar, the company's measured media
spending increased by nearly 33 percent – to $22.4
million – in 2011. However, that budget is still less than
25 percent of other major pizza players. Little Caesars is
looking to gain more shares beginning this year.
Additionally, Little Caesars Pizza’s mission is to give back to
the communities in which it serves. Franchisees participate in
school related programs and have raised thousands of dollars
for charities, as well as community and neighborhood programs,
through restaurant-sponsored fundraisers and in-store functions.
One of the most significant corporate programs the company
has funded is its Little Caesars Love Kitchen. A mobile kitchen on
wheels, the Little Caesars Love Kitchen has fed more than two
million people in 48 states and four Canadian provinces. It has also
responded to natural disasters and the terrorist attacks of Sept.
11, 2001.
Also, in 2006, Little Caesars introduced its Little Caesars Veterans
Program, which provides franchise business opportunities to
qualified, honorably discharged veterans transitioning to civilian
life or seeking a career change.
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CiCi’s
CiCi’s Pizza has an ambitious plan to open about 500 new restaurants in the next 10 years. In doing so, the Texas-based chain has
executed a “Build the Brand” growth strategy.
In 2011, Zagat recognized CiCi’s among its list of most child-friendly fast-food chains and the same year, CiCi’s was named No. 1 in its
category in Entrepreneur’s Franchise 500 list. It has also been named one of the top 25 performing brands by The Wall Street Journal
and a top 200 franchise concept by Franchise Today.
CEO Mike Shumsky has been at the helm for a little more than two years and has refreshed some of the designs and offerings for the
27-year-old brand. In November, CiCi’s opened a unit in Murphy, Texas that showcased some of these changes, including new menu
boards, new uniforms, new happy hour pricing, a brighter color palette, a larger pizza buffet and an expanded carryout area.
“One of first things I did when I came on board was ramp up this reimaging campaign, getting the existing units up to the current image.
We have to be relevant,” Shumsky said. “We have different plates, equipment – which makes our staff more productive, uniforms, menu
boards. We have also added a significant carryout business.”
The goal is to get that carryout business to about 20 percent of sales. Shumsky said this will add convenience, and will ultimately help
CiCi’s as it enters new markets. There is also a new “small town model,” which includes the signature buffet setup, but in a smaller
footprint.
“We want to have models across the spectrum of needs. This is how we catch up to other brands,” Shumsky said.
This year, CiCi’s also plans on emphasizing new products, adding more variety and flavor to its buffet. It has already introduced unique
offerings through its American Classics line, which included a Philly Cheesesteak Pizza and a Cheeseburger Pizza.
“We’re a pizza concept. Our goal is to just produce an awesome, quality pizza and provide it in a great environment and serve our guests
well,” Shumsky said. “It doesn’t need to be more complicated than that.”
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Streetza
Bloomberg Businessweek ranked StreetzaPizza the No. 1 food truck in the U.S. That’s no small feat for the exploding mobile food
trend, which now even has a presence on the crowded National Restaurant Association show floor.
Milwaukee-based Streetza was conceptualized in late 2008. From its beginning, the company has tapped into social media to
crowdsource menu ideas, logo designs, even its truck design. This has solidified a cult-like following nearly 10,000 Twitter followers
strong.
Streetza has been progressive with social media marketing strategy since it first rolled out – tweeting its whereabouts, offering free
garlic bread for those who check in and naming a pizza after the “Fit Milwaukee” campaign hashtag (the #fitmke pizza includes spinach/
mushroom, veggie, chicken sausage and Mediterranean incarnations).
The business has also launched a Tracker iPhone App, so customers can keep track of the truck 24 hours a day, 7 days a week.
Although Streetza has been progressive with the virtual world, it is also very much connected to its local communities. Streetza works
with schools, sports leagues, non-profit organizations and any other group looking to raise funds. The company charges a fixed fee for
whole pizzas, and the group makes all of the profits from serving individual slices.
And just because this pizza is served out of a truck doesn’t mean it's low-quality, drunk-people food. The menu goes far beyond cheese,
pepperoni and sausage. Streetza uses fresh, local and seasonal ingredients, and features organic toppings when possible. Top sellers
include the Say Cheese!, pepperoni, sausage, Very Veggie, A Slice of Milwaukee, and special slices of the day (promoted, of course, on
Twitter).
Streetza also crowdsources for offerings such as “The StephSnack Slice,” with pepperoni, green olives, pickled jalapeños and feta;
and The Swedish Balistreri Pizza – an oxtail and hollandaise sauce pizza. And it gets creative with other local favorites such as the
Brewer’s Hill Slice, featuring locally produced bratwurst, simmered in Blatz beer topped with tomato sauce,
mozzarella, provolone and parmesan. Also, 10 percent of sales from the
WMSE 97.1 FM Meatball Logo Slice – with meatballs and
rings of Vidalia onions and Italian seasonings and topped with
Wisconsin mozzarella cheese – go toward WMSE FM, listener
supported radio.
Au Bon Pain
10

California Pizza
Kitchen
As the U.S. economy tanked so, too, did many shopping mall-based casual dining concepts. California Pizza Kitchen was one such
concept that struggled through those two-plus years, with revenues down 3.5 percent in 2010.
When the recession set in, spendthrift consumers also avoided higher price points and unique, gourmet-type offerings. This went
against the very mission Rick Rosenfield and Larry Flax put into place when they opened the first CPK. PizzaMarketplace’s Top 100’s
expert panel believes consumers are now more open to trying new and different menu items, and have confidently voted for CPK’s
comeback.
The concept seems to be on a strong path of recovery, having been sold to private equity firm Golden Gate Capital for $470 million last
year and naming G.J. Hart as its new CEO. Hart succeeds longtime friends and attorneys Rosenfield and Flax, who co-founded the chain
in 1985 in Beverly Hills.
The company made about $645 million last year, a 2.4 percent rise from 2010, according to Technomic. It has also continued expanding
its footprint in airports around the world, and adding freestanding units to get away from the fickle shopping mall business.
Hart recently told attendees at the 16th annual Restaurant Industry Conference that CPK is planning on debuting a new prototype this
year that will reclaim its strong California pizza positioning.
The chain has also made many efforts to reconnect with fans, bringing back its loyalty program, adding philanthropic campaigns,
increasing its frozen retail line, adding a food truck presence and doing what it does best – innovating its menu.
As buzzwords such as “artisan” and “gourmet” move into the mainstream, CPK has always offered the unique. Its Habanero Carnitas
pizza, for example, features slow-roasted pulled pork, red onions, cilantro pesto, mozzarella and Queso Quesadilla cheese with spicy
habanero salsa. There is also the Vegetarian with Japanese Eggplant, Pear and Gorgonzola, Tostada and Chipotle Chicken pizzas.
The centerpiece of the concept is the hearth, which gives the pizza its signature taste. CPK's hearth-baked pizzas are cooked quickly,
generally for three to seven minutes, at 500 degrees.
CPK also has an extensive appetizer menu, pastas, desserts, a
children’s menu, soups, salads, sandwiches, gluten-free offerings
and more.
The chain includes about 250 locations in more than 30 states
and 11 countries.
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Genghis Grill
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Independents
Battling with low-operator and consumer confidence, rising food costs and a lack of corporate support,
independent restaurants can be hit hard in poor economic times. However, recent Mintel research reveals that
indies may have some advantages over their competition, as 43 percent of American consumers who have visited
one in the past month seek out independent restaurants over chains.
Moreover, 52 percent of independent restaurant users said they visit these establishments to support their local
community/economy – embracing one of the top trending buzzwords, “local” – while 51 percent agree that
independent restaurants do a good job of supporting their local community — compared to 37 percent who said
the same of chain eateries.
"People take pride in their communities and will often reward local businesses that make their community a better
place," said Eric Giandelone, director of Mintel Foodservice. "The primary way indies underperform in relation to
chains is through a lack of promotions and limited-time offers, two things that could be easily addressed with
social shopping and social networking sites."
Among those patrons who had not visited an independent restaurant in the past month, 22 percent of respondents
said it was too expensive, but more than half (56 percent) said they are willing to pay more at an indie. According
to Mintel, the majority of diners are willing to pay up to 10 percent more for an independent dining experience for
similar food and service found at a chain.
"Independent restaurants have the advantage of being able to provide a unique experience for customers and
have the freedom of not having to comply with government-mandated laws that chains have to face," Giandelone
said. "While chain restaurants are able to offer up a big helping of value and convenience,
they need to focus on areas of opportunity where
independents are rated better, such as
unique menu items and local flair."
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11 Marco’s
Toledo, Ohio
Marco’s Pizza operates more than 280
stores in 21 states and the Bahamas. The
company is on an aggressive growth track,
opening 61 franchises in 2011. In addition,
the company has signed deals for more
than 900 new locations. In February 2012,
it announced an agreement with Glenview,
Ill.-based-based Family Video to put Marco’s
shops in the movie rental company’s
locations. Privately-held Family Video
plans to invest $100 million in the effort.
Initial plans call for the companies to open
250 Marco’s locations in or near Family Video
stores within seven years.
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Pizza Patrón
Dallas
Building on 25 years of success as the nation's
premier Latino pizza brand, Pizza
Patrón is exploring new territory with more
than 80 stores under development. In addition
to carry-out and dine-in models, the
company has launched several innovative
store models: Pizza Patrón Rapidito for airports
and malls, Pizza Patrón Concession
for sports arenas and college campuses,
and QSP (Quick Service Pizza), a drive-thru
concept that also features a walk-up order
window. With Hispanic population growth
to be significant in the next few years, Pizza
Pizza Patron
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Patrón seems poised for strong domestic
and international expansion. The company
received extensive media coverage around
the globe in 2007 when it decided to accept
Mexican pesos at all of its restaurants.
13 Donatos
Columbus, Ohio
Donatos is famous for its thin crust pizzas,
loaded edge to edge with fresh toppings
on top of aged provolone cheese. With
$1,300 and his goal to make the best pizza
possible, Jim Grote founded Donatos in
1963. Today, Donatos is a $30 billion pizza
industry with 65 company stores in Ohio
and 111 franchise stores in Ohio, Kentucky,
Indiana, North and South Carolina and Alabama.
Donatos plans to expand even more
throughout the U.S. Donatos recently
named Bonnie Brannigan as its new vice
president of marketing. With her experience
in the restaurant and franchising industries,
Donatos is looking forward to the
developments and strategies she’ll bring to
the table.
14 Toppers
Whitewater, Wisc.
Toppers Pizza is one of the fastest-growing
restaurant chains in the U.S. The company
added six locations in the first four months
of 2012, pushing the company’s restaurant
count past 40. Toppers’ menu includes 18
specialty house pizzas, toasted subs, Buffalo
wings, quesadillas and the restaurant’s
signature Topperstix. On its way to fulfilling
its goal of having 100 restaurants by 2013,
the company has been celebrating each
new store opening by giving away free pizza
for a year to the first 50 customers.
Donatos
15
Lou Malnati’s
Chicago
Each year, this longtime Chicago favorite
ships more than 250,000 of its deep dish
signatures to fans nationwide, extending
brand awareness far beyond the Windy City
through its Lou Malnati's Pizzeria's Tastes
of Chicago Division. Founder Lou Malnati
and wife Jean opened their first pizzeria in
Chicago in 1971 and began shipping their
handmade-from-scratch pizzas 25 years
ago. With the increasing popularity of online
ordering, the company’s delivery business
is expected to continue expanding.
The brand’s recipe for success includes
community involvement and fresh ingredients
such as California vine-ripened tomatoes
and fresh mozzarella cheese sourced
from the same small dairy farm for more
than 40 years.
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Fresh Brothers
Los Angeles
California-based Fresh Brothers grabbed
media attention when it thought of an idea
to make a nutritional pizza for children.
The “Fresh Kids Special” is a pizza with five
fresh veggies finely ground into the sauce.
Adam Goldberg, founder and CEO of Fresh
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Brothers, said the idea was a “no-brainer.”
“It's not a trend to feed kids vegetables, it's
a way of life” he said. Fresh Brothers also
offers an entire gluten-free menu, including
a vegan cheese option. The menu lists
an array of fresh veggies to build salads
with a variety of dressings, some of which
are dairy free. The company encourages
customers to order salads by including
them in family package deals, putting
Fresh Brothers front and center in the rising
demand for healthier food.
17
Mellow Mushroom
Atlanta
Mellow Mushroom got its start in 1974
when three college students opened the
first unit near the campus of Georgia Tech
in Atlanta. There are now 120 Mellow
Mushroom restaurants in 15 states around
the country. Each restaurant is designed
as a unique art-filled environment. One of
the newest locations, in Southland, Texas,
features a VW Bus in which customers can
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Mellow Mushroom
dine and a three-dimensional VW Bus flying
out of the wall in the bar area. The restaurants
offer craft pizzas with 49 toppings
from which to choose, soups, salads, calzones,
grilled and deli hoagies, and more
than 70 craft beers – 24 of them on tap. In
addition, the menu offers options for vegans,
vegetarians, children and those on a
gluten-free diet.
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Pizza Inn
Dallas
Founded by two Texas brothers in 1958 as
one of the nation's first pizza buffet concepts,
Pizza Inn has grown into an international
food management firm (Pizza
Inn Holdings Inc.) with restaurants from
Mid-America to the Middle East. In 2011,
the company unveiled a new fast casual
concept, Pie Five Pizza Co., which recently
opened its sixth restaurant in Carrollton,
Texas – only nine months after the brand
made its debut. Plans are underway to
launch 25 more units within two years.
Guests at Pie Five can select from a variety
of sauces and toppings, or one of 12 specialty
pies, which are assembled before
them on a 9-inch crispy, thin or classic pan
crust. As the name implies, the pies are
ready in less than five minutes.
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Pizza Fusion
Fort Lauderdale, Fla.
Pizza Fusion specializes in gourmet and organic
food, using all natural and free-range
chicken for pizza and salads, and organic
pepperoni. It also offers an organic white
crust, a multigrain crust and a gluten-free
crust as well as vegan options. Pizza Fusion
also operates green by using companyowned
hybrid cars to deliver food. Unique
Pizza and Subs recently signed a letter of
intent to buy Pizza Fusion. President and
CEO of Unique Pizza and Subs, James
Vowler, admitted that the two company’s
concepts and menu items are very different.
Vaughan Lazar, founder and CEO
of Pizza Fusion, said he looks forward to
working with him to see how much the
company will grow.
20 Rosati’s
Chicago
The first Rosati’s Authentic Chicago Pizza
opened in a Chicago suburb in 1964, serving
pizza based on a family recipe that
dates back to the turn of the century. Today,
Rosati's is the second-largest local
restaurant chain in the Chicago area, with
more than 50 restaurants in eight states.
Along with pizza, the restaurant’s menu
features salads, pasta, ribs, chicken, sandwiches
and seafood. The company makes
extensive use of social media, with a strong
Facebook and Twitter presence, and has integrated
text messages and QR codes into
its advertising.
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21
Genghis Grill
Stevi B’s
Atlanta
Founded in 1996, Stevi B’s touts itself as
“the ultimate pizza buffet” and offers diners
an array of specialty pizzas such as the
Loaded Baked Potato, Cheeseburger and
Chicken Fajita, along with pasta, a fresh
salad bar and dessert selections. The concept’s
warm décor features stonework and
granite countertops in an open kitchen
environment. There’s also a game room
and plenty of community interaction. In
2011, the company earned positive media
attention and increased brand awareness
by launching a Facebook campaign and
inviting parents to upload pictures of their
children for a contest to find local “Stevi
B’s Kids” to represent the company on billboards.
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America’s Incredible
Pizza Company
Springfield, Mo.
America’s Incredible Pizza Company is
known for its buffet-style dining and
games geared toward kids. At various locations
throughout the U.S. and in Mexico,
there are bumper cars, go-karts, bowling,
miniature golf and laser tag, as well as arcade
games. The company makes more
than 30 different kinds of pizzas, with three
styles of crusts: original, thin and deep pan.
A gluten-free crust is also offered. AIPC
stores are split into four themed dining
rooms: Classic movies in the Starlite Drive
in, cartoons in the gymnasium, quiet family
room and Route 66 – a 1950s themed
diner. San Antonio's Incredible Pizza Company
was recently named as the top Family
Entertainment Center in North America for
Facility Food Operations by Tourist Attractions
& Parks Magazine and Foundations
Entertainment University.
23
Casey’s Carryout
Ankeny, Iowa
Casey’s General Store is one of the largest
convenience store chains in the country,
with nearly 1,700 locations in 13 states.
Founder Donald Lamberti leased a service
station from his father in 1959, and by
the late 1970s the company had grown to
more than 110 stores. In 1984, Casey’s introduced
made-from-scratch pizza into its
stores. At the beginning of the year, the
Fox's Pizza Den
company announced plans to expand pizza
delivery from 25 to as many as 75 locations.
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Fox’s Pizza Den
Murraysville, Penn.
Fox's Pizza Den, which just celebrated its
40th anniversary, opened its first restaurant
in 1971 and started franchising in 1974. Now
there are units in more than 30 states and
exclusive territories are available for qualified
operators. Along with pizzas, the menu
features Stromboli, hoagies and a sandwich
on a pizza wedge concept called wedgies.
The company recently began adding a fullservice
deli to some locations, featuring
made-to-order sandwiches, party trays and
other treats such as ice cream. Founder Jim
Fox helped Carnegie Mellon University's robotic
team develop a pizza-making robot to
enable physically disabled entrepreneurs to
own and operate their own shops.
25
Gatti’s Pizza
Austin, Texas
Colonel Eure opened the first Mr. Gatti’s in
Austin, Texas in 1969. Gatti was his wife’s
maiden name. Today there are more than
140 locations throughout the U.S., including
GattiTown and delivery/carryout stores. GattiTown
caters to family fun with video and
arcade games, and offers an unlimited pizza,
salad, pasta and dessert bar. With private
rooms that are audio/video equipped, Gatti-
Town encourages birthday parties, banquets
and meetings.
26
Jerry’s Subs and Pizza
Gaithersburg, Md.
Jerry's Subs and Pizza combines the flavor
of Philadelphia – with its World Famous
Cheesesteaks – and the best of New York
with its Authentic New York Style Pizza.
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The company operates nearly 70 locations,
primarily in the Northeast. Since introducing
online ordering in 2010, the company
has seen its online sales grow dramatically.
Jerry’s gathers information from its online
ordering system ranging from frequent orders
to those who have only ordered once,
and develops email marketing to match.
27
Genghis Grill
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Jet’s Pizza
Sterling Heights, Mich.
Jet’s Pizza, which began franchising in
1990, spent its first 25 years growing in
Michigan. Now the company has locations
in more than a dozen states and is eyeing
other spots for development. Along with its
famous, signature deep-dish square pizza,
Jet’s menu includes new additions such as a
Buffalo Chicken Pizza, which was unveiled
in March, just in time for spring break and
the NCAA Basketball Tournament. The
new pizza appeals to a growing interest in
hot and spicy food. The company received
a 2011 ONOSYS Spark Award from ONO-
SYS Online Ordering in recognition of its
outstanding online ordering sales.
28
Straw Hat Pizza
Dublin, Calif.
Straw Hat Pizza has been around for more
than 50 years, using locally grown produce
long before it was trendy. The company
controls every field of fresh tomatoes used
in its sauce. The menu is free from trans
fats and only premium grade meats are
used. The company’s boxes and napkins are
made from 100-percent recycled products.
The company recently launched a reimaging
effort as part of its strategy to grow
outside of core markets. Some locations
are co-branded with the Tower 27 frozen
yogurt concept. Restaurants are designed
specifically for family dining time, with
game rooms and TV booths. The company
introduced the Hot Hat stuffed sandwich in
the 1970s, which has since become a trademark
item.
29
Uno Chicago Grill
Chicago
Uno Chicago Grill got its start in 1943 at the
corner of Ohio and Wabash in downtown
Chicago, quickly becoming famous for its
deep-dish pizza. Today, there are more than
150 Uno Chicago Grill restaurants in 24 states,
the District of Columbia, Puerto Rico, South
Korea, United Arab Emirates, Honduras, Kuwait
and Saudi Arabia. In 2008, the company
launched its Uno Due Go fast casual concept.
Uno Due Go focuses on organic, natural and
locally sourced ingredients, and includes
made-to-order and ready-to-go menu items.
Last year, the company inked the largest
franchise deal in its history, calling for the
opening of 30 Uno Due Go locations throughout
Texas.
30 zpizza
Laguna Beach, Calif.
Even before other brands were worried
about creating healthier menus, zpizza’s
founder Sid Fanarof was coming up with
ingredients such as MSG-free pepperoni
and a gluten-free crust. The brand was
one of the first to join the Kids LiveWell, a
nationwide initiative launched by the National
Restaurant Association and Healthy
Dining. Plus, it was quick to embrace mobile
technology for its gift card and loyalty
programs. Within the last two years, the
brand has been undergoing a makeover.
Company-owned stores, along with some
franchisees, are being remodeled with a
minimalist design and bright colors. A new
zpizza logo is on menus, marketing material
and pizza boxes.
Go Roma
31
Go Roma
Chicago
Go Roma, located in the Chicago area, is an
Italian fast casual restaurant that has been
around since 2004. Its menu is loaded with
gluten-free options. Jeff Drake, co-founder
and president of Go Roma, said the company
has always had some gluten-free items,
such as pasta sauces, soups and salads.
But by simply labeling them on the menu,
demand for those items rose significantly.
After this menu change, Go Roma sent out
email alerts and contacted celiac disease
support groups, which yielded growing
sales. With positive reviews, a rapidly growing
fast casual segment and an increase in
sales, Go Roma is planning on expanding
across the nation.
32 Monical’s
Bradley, Ill.
Monical’s Pizza is famous for its unique thin
crust pizza, which has spices blended into
the crust and is cut into small squares. The
company, which was founded in 1959 by
the Monical family, operates 66 restaurants
in Indiana, Illinois and Wisconsin. The company
tries to respond to customer questions
and concerns from its 74,000-plus Facebook
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followers, and is working to do the same on
Twitter as well. Monical’s menu includes a
gluten-free pizza, and the company’s online
store features its in-house Sweet & Tart
French dressing.
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Nick’s Pizza and Pub
Crystal Lake, Ill.
Nick Sarillo, a former construction worker,
opened his first pizzeria in 1995, and has since
received a wave of media attention, including
a cover photo on the Feb. 1, 2010 issue of
Inc. magazine, due to his company’s impressive
employee retention rate of 80 percent
and his philanthropic efforts. The company
surprised guests one evening a few years ago
by picking up the checks – a $20,000 gesture
aimed at helping families during the recession.
The brand has been ranked as one of
the most successful independent pizzerias in
per-store sales in the U.S.
34
Brixx Woodfired Pizza
Belmont, N.C.
Since its beginning in 1998, Brixx Woodfired
Pizza wanted to push healthy options onto
consumers. Salads and vegetarian items
have always been a part of its menu and the
company has added whole wheat, glutenfree,
and vegan crusts, as well as vegan
cheese. Located in North and South Carolina,
Virginia and Tennessee, Brixx only uses
brick ovens, giving the pizzas a wood fired
taste. Brixx believes in recycling, and most
of its beers are on tap to help eliminate
waste. The company also supports numerous
local and national charities.
35
Chuck E. Cheese
Irving, Texas
For years, Chuck E. Cheese restaurants were
known more for its indoor playground than
its food. The company is working to change
that, though, in an effort to make the restaurant
an enjoyable experience for adults as
well. Last year, the company announced it
would begin making its dough in the restaurants
rather than have it shipped in frozen.
In addition, the company dropped its frozen
cheese blend in favor of freshly shredded
mozzarella. The company has added online
games to its website, and spent $68 million
in 2011 updating its stores and adding new
games. It is also testing gluten-free pizzas in
Minnesota.
36
Foreign Brands
As American brands increasingly explore
new markets overseas, they may encounter
more competition than expected from
the home teams. Foreign brands, such as
Eagle Boys, Pizza Express and Hell’s Pizza,
are stepping up their game in attempt to
maintain their market share and improve
the customer experience. For example,
Pizza Express, which operates about 450
restaurants in the United Kingdom, Europe,
Asia and the Middle East, recently
launched a major rebranding effort, which
includes a new logo, celebrity ad campaigns,
menu additions such as a low-fat
Leggera pizzas, and an iPhone app that
provides a restaurant locator, menu and
special offers, and allows guests to order,
make reservations and pay via PayPal. Australia’s
Eagle Boys has outwardly communicated
that it’s growing in the attempts to
take over No. 1 Domino’s in that market,
and has added quick-service non-traditional
units to its portfolio. And New Zealand’s
Hell Pizza always generates media coverage
with its creative advertising and social
media campaigns.
37 Giordano’s
Chicago
Based on a long-standing Italian family
tradition, Giordano’s has been in existence
in Chicago for nearly 40 years. Famous for
its deep dish Chicago-style stuffed pizza, it
has also opened several locations in Florida.
Giordano’s pizzas can be ordered online
and shipped anywhere in the U.S. Giordano’s
filed for bankruptcy in 2011 and has
since been purchased by Victory Park Capital
(VPC) Pizza Holdings for $52 million.
VPC has pledged to help spread the iconic
Chicago restaurant throughout the U.S.
without terminating current employees at
the Illinois and Florida locations.
38
Papa Gino’s
East Boston, Mass.
Papa Gino's got its start in 1961 as "Piece
O' Pizza," later changing to Papa Gino’s. In
1997 the company bought D'Angelo Sandwich
Shops and today there are more than
370 Papa Gino's, D'Angelo and dual-location
restaurants, primarily in New England. The
company is moving beyond the traditional
lunch and dinner dayparts with its “anytime
menu,” featuring its signature fillings rolled
into crusty pizza dough. Papa Gino’s has
also taken part in the “better burger” movement,
adding a number of Angus burgers to
its menu, and has embraced technology in
its marketing efforts, offering online ordering
and discounts to customers who “like” the
restaurant on Facebook.
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Greek's Pizzeria
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Greek’s Pizzeria
Indianapolis
Greek’s Pizzeria is a franchise business
owned by Athanasios Chris Karamesines.
He established his first pizzeria in 1969
when he was 17 years old. Karamesines had
worked in numerous pizza franchises in the
U.S. and learned the pizza trade inside and
out. The company uses fresh vegetables,
all milk cheese and cooks it all on Neapolitan,
hand tossed dough that is made fresh
daily. Greek’s Pizzeria uses an enclosed or
open kitchen concept, using wood or gasfired
ovens. Full service dining, carry-out
and free delivery service is available. Specialties
include gourmet pizzas, garlic butter
breadsticks, pizza shells (calzones), pastas
and subs. The company’s sales jumped
nearly 3 percent in 2011, and 6 percent in
2010, year over year.
40 Sbarro
Melville, N.Y.
Sbarro, known for its shopping mall food
court locations, first emerged in a Brooklyn
neighborhood in 1956 as an Italian
grocery store. The store was a success and
specialized in fresh authentic Italian food.
In 1967 the first restaurant was opened in
Brooklyn’s Kings Plaza Shopping Center.
Business took a turn for the worst when
Sbarro filed Chapter 11 bankruptcy last
year. However, with the help of Sbarro’s
new CEO, Jim Greco, the restaurant hopes
to reinvent itself as a fast casual concept.
Greco has a few ideas to bring in revenue
for Sbarro: the company will try to do more
advertising, it will upgrade its pizza recipe,
expand the pasta sauces and cheeses, creating
a build your own style for the pasta,
new stovetops will be installed for the pasta
dishes and employees will be sent to a protocol
training program.
41
Imo’s Pizza
St. Louis
Imo's Pizza is famous for its St. Louis-style
pizza. For the uninitiated, St. Louis-style
pizza is distinguished by its thin, unleavened
crust and its use of Provel, a processed blend
of cheddar, Swiss and Provolone cheeses,
instead of mozzarella. In addition to the
“square to compare,” as Imo’s pizza is known,
the restaurant’s menu features salads, pasta,
sandwiches and desserts. The company,
founded in 1964, was the first pizzeria in the
St. Louis area to offer delivery. Imo’s now has
more than 90 locations, most in the greater
St. Louis area, with a dozen other stores
throughout Missouri.
Connie’s Pizza 42 Chicago
In 1963, Jim Stolfe started a pizzeria named
in honor of his wife. Today the Stolfe family
operates a multi-million dollar business
built on strategic partnerships with
an array of major foodservice operators.
Connie’s pizzas are not only sold at eight
restaurants in the Windy City and the University
of Chicago, but also in retail grocery
stores in five states, 1,200 Sodexho-managed
hospital cafeterias, several national
theatre chains, major hotels such as Hilton,
Marriott and Sheraton, and at both Disney
parks in the U.S., to name a few. Riding the
healthy organic wave, Connie’s Restaurant
Group introduced Connie’s Naturals, certified
organic pizzas, several years ago, and
has also unveiled several new concepts:
Connie’s Pronto, Ambrosia Natural & Organic
Café and Pazzini.
43
Famous Famiglia
New York City
Famous Famiglia was created by four
brothers in New York City and first opened
in 1986. After opening more locations
throughout the city, critics named the company
“New York’s Favorite Pizza.” Today
there are more than 130 locations across
the U.S., Mexico, Asia and Europe. Famous
Famiglia’s footprint is diverse, with locations
in shopping centers, airports, casinos,
hotels, college campuses, military bases
and theme parks. In 2011, the pizza com-
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pany and Six Flags Entertainment Corporation
signed a three-year contract naming
Famous Famiglia the theme park’s “official
pizza”. It also has partnerships with the
New York Yankees, Madison Square Garden
and Hersheypark. Famous Famiglia has a
tradition to donate all of the first day’s proceeds
to a local children’s foundation.
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Garlic Jim’s
Everett, Wash
Garlic Jim's Famous Gourmet Pizza operates
more than 25 restaurants in the Northwest,
with most located in the Puget Sound area
of Washington. Garlic Jim’s offers a range of
traditional and unique toppings, including coconut
as a twist on the usual Hawaiian pizza,
roasted corn, tortilla chips, chipotle sauce
and cashews. The company introduced gluten-free
pizza in 2008, initially rolling it out in
the Portland/Vancouver, Wash., metro area.
Garlic Jim’s was the first pizza chain to be accredited
for gluten-free food service by the
Gluten Intolerance Group of North America.
45 Godfather’s
Omaha, Neb.
Since 1973, Godfather’s has grown into one
of the most widely recognized players in
the industry with approximately 220 franchisees
in 40 states operating locations,
ranging from traditional pizza restaurants
to express locations in convenience stores,
airports, truck plazas and schools. In recent
years, Godfather’s has revamped its brand
with a new look and new menu items.
The company was among the first major
brands to offer gluten-free crust and it recently
deployed the Coca-Cola Freestyle
machine at some locations. Technology,
such as new online ordering and POS systems,
has also played a pivotal role in revitalizing
the brand.
46
Goodfella’s Pizzeria
Staten Island, N.Y.
Goodfella’s Brick Oven Pizza, established in
Staten Island in 1992, won first prize in the
gourmet category of the International Pizza
Expo competition this year. This marks the
pizzeria’s third international competition
win. Scot Cosentino, founder of Goodfella’s,
set out with the goal of making the best
pizza possible. In his first year of business he
created the unique gourmet vodka pizza,
which won him the honor of being voted
“America’s Best Pizza.” Goodfella’s offers
classes to train students to master cooking
with a brick oven. The company also builds
and sells custom brick ovens.
47 Grimaldi’s
Scottsdale, Ariz.
Patsy Grimaldi, for whom the pizzeria is
named, learned the art of pizza making from
his uncle, who learned it from Gennaro Lombardi,
the man credited with opening the first
pizzeria in America in 1905. Grimaldi went
on to open his own pizzeria on Fulton Street
in Brooklyn, in the shadow of the Brooklyn
Bridge. The secret to Grimaldi's pizza is a
coal-fired oven, which generates temperatures
topping 1,200 degrees and cooks a
pizza in minutes. The company opened its
first restaurant outside of the New York area
in 2003, in Phoenix, and now has 27 locations
around the country. In addition to its coalfired
oven, the company maintains water
consistency throughout its restaurants, going
so far as to hire a chemist to analyze and
re-create the mineral content of the water to
ensure the dough tastes the same in Florida
as it does in Brooklyn.
48
Home Run Inn
Chicago
Celebrating 65 years in business, Home
Run Inn, a Chicago tradition since 1947,
now has eight locations in the Windy City
and a line of premium frozen pizzas made
with all-natural ingredients. The familyowned
company has held its own against
the corporate giants of the frozen pizza
world and experienced impressive growth
in the marketplace in recent years. In 2010,
Home Run signed a deal with Costco and
introduced its own brand of wine. The
brand’s local marketing efforts include
partnering with schools and community
groups to host fundraisers at its restaurants
in exchange for 20 percent of sales.
49
Old Chicago
Chattanooga, Tenn.
Not only is this chain popular for its pizza,
but also for its beer selection, with 110
different varieties. The company encourages
customers to join its World Beer Tour.
Members are given an electronic card,
which tracks each beer consumed at any
Old Chicago location. Once a customer
has tried every beer on the menu, their
name is engraved on the “Wall of Foam.”
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Specials are offered every Wednesday to
Beer Tour members. Old Chicago also sells
beer flights, which include four samples of
four-ounce glasses of beer. Old Chicago offers
a broad menu with not only Chicago
style pizza, but also thin crust New York
style pizza, Stromboli, soups and salads,
calzones, steak, seafood and burgers.
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Pizza Ranch
Hull, Iowa
Pizza Ranch, founded in 1981 in Hull, Iowa,
operates more than 60 locations throughout
the Midwest. The concept is built around its
“Mile Long Buffet,” featuring dishes such as
Asian Sesame Chicken and a variety of pizza
options. And if a customer doesn’t see a favorite
pizza on the buffet, the restaurant will
make it and deliver it to the table. In 2011,
following repeated customer requests, the
company introduced a gluten-free pizza. This
year, Pizza Ranch renewed a sponsorship
deal with the Iowa Speedway and will deliver
pizza to every driver who visits the track
through the 2013 season.
51
Round Table Pizza
Concord, Calif.
Round Table Pizza is poised to bounce
back from its Chapter 11 filing in U.S. Bankruptcy
Court last year. The brand recently
signed an exclusive agreement with the
Mesa Group to develop 20 restaurants in
Vietnam, with the first one in Ho Chi Minh
City. That brings the total number of international
Round Table Pizza restaurants
operating or slated for development to
37. Round Table recently hosted licensee
events in Hong Kong and Indonesia. Last
year’s filing was aimed at improving the
company's cash flow and stabilizing its
business through recapitalization of debt
and renegotiation of above-market leases.
Despite improving business performance
and expense reductions, the company said
the filing was necessary to improve competitiveness
as the economy recovers. The
concept was founded by Bill Larson in 1959
in San Francisco.
52
Unique Pizza and Subs
Pittsburgh
President and CEO of Unique Pizza and
Subs, James Vowler, opened the first store
in Millvale, Penn. According to Unique
Pizza and Subs’ website, a main goal was
to “achieve the consistency of a large franchise
with the quality of a ‘mom and pop’
shop.” The franchise strives to use consistent
methodologies, high quality products
at affordable prices and to create a friendly
work environment. Unique Pizza and Subs
recently signed a Letter of Intent to buy
the organic- based franchise, Pizza Fusion.
Vowler said, “Because Pizza Fusion and
Unique Pizza’s menus and concepts are so
different, we [will] be able to coalesce our
experience and help grow both great pizza
franchises.” Unique Pizza and Subs offers
catering and fundraising services for social
functions, sports, school, work and church
events.
53
Cottage Inn
Ann Arbor, Mich.
The first Cottage Inn Gourmet Pizza restaurant
opened in Ann Arbor, Mich., in 1948. The
restaurant claims to be the first in the city to
serve pizza. In addition to its signature gourmet
pies, the restaurant offers an assortment
of Italian and Greek dishes. Cottage Inn now
operates more than 50 restaurants in Michigan
and Ohio. In April, the company took its
delivery service to unique heights, delivering
pizzas to campsites on the grounds of the
Michigan International Speedway during
NASCAR weekends.
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Extreme Pizza
San Francisco
With signature pizzas such as Adrenaline
Rush, Everest and the Boar'der, there’s
nothing average about Extreme Pizza,
which is expanding internationally. One
new franchisee is kite surfer Philip Martin,
who has brought the laid-back, West Coast
vibe of Extreme Pizza to Dublin, Ireland.
The 75-person-capacity restaurant reveals
Extreme Pizza's link with extreme sports.
Walls are covered with huge action shots
of surfers, kite surfers and snowboarders.
As with other Extreme Pizza locations,
Martin plans to support the local economy
by sourcing meat and vegetables from local
suppliers. The concept has earned a
mantle-full of awards, including the No. 2
best place to work in San Francisco by the
SF Business Times, the Best New Pizza
Franchise by Seattle Magazine, Best Pizza
by Sign On/City Search San Diego and the
Long Beach Press, Best Pizza in San Francisco
by CitySearch and more.
55
Pizza Luce
Minneapolis
Pizza Luce, with six locations in Minnesota,
was named Restaurant of the Year in 2011
by the Minnesota Restaurant Association.
Known for its diverse menu, Pizza Luce
offers a variety of vegetarian, vegan and
gluten-free foods. The company’s delivery
sales increased significantly since implementing
online ordering in May 2010. By
March 2011, 21 percent of the pizza company’s
deliveries were made through online
orders. COO Laura Hansen added more
details to the online menus, creating more
vegetarian and vegan items so that customers
could actually order them with ease.
56
Hunt Brothers
Nashville, Tenn.
Located primarily in convenience stores, the
company operates more than 6,500 locations
in 28 states. Along with pizza, the company’s
menu features breakfast pizza, wings, and
the recently introduced boneless WingBites.
Although a convenience store might not be
the top of mind when it comes to picking up a
favorite slice, the idea is paying off for C-store
owners. According to Technomic, pizza is one
of the top five food items sold at convenience
stores. And keeping true to its Nashville roots,
Hunt Brothers has promotional partnerships
with organizations ranging from Universal
Music Group Nashville to NASCAR.
57
Figaro’s Italian Pizza,
Inc. & Nick-N-Willy’s
Salem, Ore., and Boulder, Colo.
In what seems to be a take-and-bake marriage
made in heaven, Figaro’s Italian Pizza
Inc. recently acquired Nick-N-Willy’s. Both
brands have much in common, including
offering unique take-and-baked offerings.
Nick-N-Willy's has won more than 10 "Best
of Boulder" awards in its hometown with
signature favorites including its top seller
– the Aegean, a vegetarian delight – and
other health-conscious options such as
gluten-free crust. Figaro’s recently rolled
out a new store design and branding.
58 Shakey’s
Sacramento, Calif.
Shakey’s Pizza Parlor was established
in 1954 in Sacramento, Calif. Sherwood
“Shakey” Johnson had an idea to combine
ragtime music with Dixieland jazz. His company
quickly expanded and Shakey’s was
deemed as the “World’s Greatest Pizza.”
The most recent Shakey’s opened in Ameri-
can Fork, Utah. The brand features an all
day buffet with pizza, pastas and salads, as
well as big screen TVs, a game room, a classic
American music room and a pop culture
memorabilia room. Joe Remsa, president
and CEO of Shakey’s Pizza Parlor said, “The
brand’s expansion into the Southwest is a
further sign of Shakey’s expanding renaissance
and successful transformation from
a merely nostalgic brand to a relevant restaurant
chain experiencing exponential
growth.”
59 Squisitos
Annapolis, Md.
Maryland-based Squisito NY Pizza and Pasta
currently has eight restaurants located
throughout Maryland, with more on the way.
The name is derived from Italian for “exquisite.”
In addition to 15 varieties of gourmet
pizza, the restaurant’s menu features antipasti,
salads and a full line of Italian entreés.
The fast casual concept signed deals in the
past few months to open additional locations
in Maryland and other U.S. states, and is also
eyeing international expansion.
60
Pizza Boli’s
Pikesville, Md.
More than 25 years ago, Javed Nasir
opened the first Pizza Boli's in the Mount
Washington neighborhood of Baltimore,
banking on a menu that featured more
variety. The chain, with about 70 units, features
a full range of pizzas, subs, salads,
sides and wings. The company has introduced
several new items in the past few
years, as well, such as the Greek Pizza, Pantastic
pizza and new crusts such as Healthy
Honey. Pizza Boli’s has also embraced text
message marketing, an iPhone app, online
ordering, social media promotions, cater-
21

ing and e-mail marketing. Additionally, it
just added a SmartBox, which keeps the
pizza warm and breaks down into individual
plates, reducing waste.
61 LaRosa’s
Cincinnati
For more than 50 years, LaRosa’s Pizzeria,
established in Cincinnati, has been in business
and has spread quickly. There are now
65 locations found throughout Cincinnati,
Dayton, Northern Kentucky and Southeast
Indiana. In the early 1980s, LaRosa’s started
making delivery orders. In 1991 it created
the “One Number” concept, which directs
calls into a guest service center. Instead of
hearing a noisy, busy environment, customers
speak with a representative who
can quickly and accurately place their orders.
In 2003, LaRosa’s made online ordering
possible for customers. In 2005, it partnered
with Cincinnati’s Bell wireless division
and tried mobile couponing, sending special
offers via text message to Bell customers.
LaRosa’s supports its local community
by sponsoring school activities, amateur
sports teams and more.
62
Genghis Grill
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Hungry Howie’s
Taylor, Mich.
Hungry Howie’s Pizza & Subs was founded
in 1973 in Taylor, Mich., in a converted hamburger
shop. Today, the company operates
more than 560 locations in 22 states. What
makes the company’s pizza unique is its flavored
crust, offered in styles ranging from
onion to sesame to garlic herb. Hungry Howie’s
was an early entrant into the social media
and mobile technology arena, releasing an
iPhone online ordering app in 2010. The company’s
Facebook page has been “liked” by
more than 144,000 fans and offers a variety
of store discounts.
63
Top That!
Tulsa, Okla.
Launched in 2010 by restaurant marketing
veterans Jeff and Lori Walderich of IdeaStudio,
this fast casual concept is quickly
gaining traction and earning kudos for its
create-your-own personal pizzas. Customers
can select from a wide array of crusts,
sauces and locally-sourced specialty toppings
and cheeses, which are assembled
right in front of them and are ready in
less than five minutes. No matter which
ingredients are selected, customers pay a
flat price of about $7.50 for a 10-inch pie.
(Prices vary slightly by location.) Current
locations are in Oklahoma, Texas and the
Middle East, but expansion plans are underway.
One big plus is that the concept’s
simple kitchen setup makes it easy and inexpensive
to convert an existing sandwich
shop into a Top That!
64
Flippers Pizzeria
Orlando, Fla.
Flippers Pizzeria was created by two likeminded
friends in 1987 in Central Florida.
By forming a commissary, they were able
to open multiple stores and still maintain
consistency and quality. In 1995, with four
successful locations opened, they hired a
new chef to expand the menu. Today, with
even more store locations, the company
has made franchising open to others. Last
year Flippers underwent an expansion of
catering services and interior renovations,
which included free wireless Internet access
in store locations, as well as flatscreen TVs.
It has also introduced new specialty items
to the menu, such as the Vesuvius Pizza,
which features a fresh oregano topping,
and the Margherita Pizza with fresh Mozzarella
cheese, extra virgin olive oil, fresh
chopped basil and San Marzano tomatoes.
65
Mazzio’s Italian Eatery
Tulsa, Okla.
Mazzio's Italian Eatery got its start in 1961 in
Tulsa, Okla. Founder Ken Selby launched the
company based on a pizza made with a crispy
crust and spicy sauce. Today, there are more
than 165 locations, primarily in the Midwest.
Mazzio's features pizzas, made-to-order pastas,
sandwiches and fresh specialty salads
and appetizers. As part of its 50th anniversary
celebration last year, the company kicked off
an expansion program to open locations in all
50 states. In December 2011, the company
added a gluten-free pizza to its menu.
66
East of Chicago
Lima, Ohio
This brand’s all-you-care-to-eat pizza,
pasta and salad buffet menu including dessert
pizzas has been featured on Food Network.
Recently the menu has been expanded
to include oven baked subs, wings and
custom salads. In addition to the buffet,
the menu is available for dine-in, carry-out
and local delivery. Some locations such as
the East of Chicago in Myrtle Beach, S.C.,
feature large arcades dubbed the “Fun Fac-
22

tory,” which makes this concept ideal for
families.
67
Genghis Grill
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Snappy Tomato Pizza
Burlington, Ky.
Snappy Tomato Pizza prides itself on its
fresh dough, which is made daily at each
location, and its fresh tomato sauce. It has
embraced bold toppings, such as The Loaded
Potato, which is topped with diced potato
wedges, bacon and cheddar jack cheese,
and the Ranch pizza, which begins with a
base of Ranch dressing, topped with bacon,
cheese, fresh tomatoes, onion and green
peppers. Snappy Tomato also offers takeand-bake
pizzas for customers who want to
bake their dinner in their own oven.
68
Noble Roman’s
Indianapolis
Noble Roman’s Pizza franchises more than
1,000 restaurants around the country, many
dual-branded with the company’s Tuscano’s
Italian Style Subs concept. Founder Paul Mobley
started the company in 1972 on the campus
of Indiana University. In recent years, the
company has been exploring expansion via
non-traditional locations, such as hospitals,
sports arenas and convenience stores. At
the beginning of 2012, the company signed
a deal with The Pantry, a 1,650-unit convenience
store chain, to open locations in those
stores. In addition, the company has begun
offering take-and-bake pizzas in its restaurants
and is selling them in more than 800
grocery stores.
69
SPIN! Neapolitan Pizza
Kansas City, Mo.
Capitalizing on the popularity of authentic
Neapolitan pizza, Spin! is expanding
outside of its home territory for the first
time with its recently inked deal to develop
35 units in Southern California. The
menu, created in collaboration with James
Beard Award-winning chef Michael Smith,
features a variety of hand-spun traditional
thin-and-bubbly crusts, rustic whole
wheat, and gluten-free stone-fired pizzas,
with dough made fresh daily and toppings
roasted each morning in a stone hearth
oven. The company has forged strong connections
with non-profit organizations as
part of local marketing efforts.
70 Mod
Seattle
Mod first opened 2008 and was established
in Seattle by a group of entrepreneurs,
including Scott and Ally Svenson, who
founded the Seattle Coffee Company in
London in 1995. That company grew from
three to 65 stores in less than 24 months.
The Mod pizza locations are currently in
downtown, urban, suburban and university
settings. The Mod pizza concept involves a
thin crust, made in a fast, fresh and stylish
environment. Each pizza is priced at $6.88.
It also offers salads and garlic or cinnamon
knots.
23

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Costs
Operators in every segment throughout the restaurant industry have sticker shock over commodity costs, and for good
reason. A recent report from IBISWorld predicts commodity prices will continue rising through 2017, as they’ve done for the
past five years. Namely, milk and wheat will rise, causing pizza operators’ main ingredient costs to rise.
From 2007 to 2012, the world price of wheat increased an average of 3.4 percent per year. Milk, the main ingredient used in cheese,
jumped more than 27 percent in 2010 alone, and 9.2 percent in 2011. Restaurateurs have either increased their prices or switched up
their menus to deal with these mounting pressures, but profit margins and overall profits have still been affected.
Adding insult to injury, gas prices averaged nearly $1 more year-over-year in 2011.
But a majority of the pizza players successfully navigated the daunting commodities prices in the past year, and the segment continues
to grow.
Pizzerias that still haven’t embraced some sort of online component will be left in the
dust sooner rather than later. Domino's estimates that about 30 percent of its orders now
come from the click of a mouse, and for one week in late 2011, the company processed more than 1
million orders in the U.S. just from online and mobile devices.
Online ordering isn't a passing trend and it’s not just for the big players; smaller chains are also
accelerating their platforms with early success. Less than a year after its implementation, Minnesota's
Pizza Luce's online orders made up more than 20 percent of its business.
Social Media
Online Ordering
TOP TRENDS
There are 800 million Facebook users, including an estimated 95 percent of your customers (according to a Market Force
study). To understand the breadth of social media’s reach and power, consider that Pizza Hut has nearly 7.5 million Facebook fans.
Market Force also found that 86 percent of consumers said they had "liked" a restaurant chain in the past 90 days to look for
promotions and to get information about events. Almost the same percentage of people said they read a post from a vendor vs. friends.
And a third of those reading a vendor post said it influenced where they would choose to do business.
Besides these convincing stats, there are plenty of other benefits to leverage social media. It’s free, for one. Also, it allows brands to
crowdsource for product/marketing ideas (for example, Streetza), as well as interact and connect with customers like never before.
Restaurants can respond to complaints in real-time, kicking into damage control gear before a disgruntled customer is lost forever. They
can also respond to compliments directly, which is an “extra mile” effort that creates loyalty. Consumers not only appreciate this B2C
interaction, they now expect it.
24

4 Economy
Restaurant operators, like everyone else,
are tired of hearing woeful economic news.
And while the outlook is more positive than
it’s been in years, spirits remain dampened,
operators remain anxious and consumers
remain frugal.
The latter is an especially big concern for the
Top 100 advisory panel. Some even listed
“the consumer” as the “person of the year.”
“How much consumers are willing to
increase their away-from-home spending
after being conservative the last few years
will make a big difference to the pizza
segment this year,” one panelist wrote.
However, history has proven that even in
a slow economy, consumers will always
crave pizza. According to IBISWorld, from
2007 to 2012, the segment's revenue
growth rate was 1.5 percent – slow, but
growth nonetheless. The rate is expected
to pick up significantly moving into the
next five years. The report estimates in
2012, revenues will jump to 4.5 percent
as consumer confidence in the economy
improves.
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5
Mobile Apps and
Commerce
Like online ordering and social media, the
mobile space seems to be here to stay. A
handful of pizzerias have jumped in early
– with either iPhone or Android apps or
both – and have reaped the benefits. In
the past three years, more than 300,000
mobile apps have been developed. These
apps have been downloaded 10.9 billion
times. And this trend is only expected to
accelerate, as Cisco predicts there will
be 788 million smartphone-only Web
browsers by 2015. Pizza Hut claims it
was the first in the segment to launch
an iPhone app, and also offers video-ondemand
as customers order.
In addition to apps and ordering
capabilities, mobile also has a commerce
component that is expected to account
for $670 billion by 2015, according to
Juniper Research.
And as consumers become increasingly
tethered to their smartphones, mobile
loyalty programs are also expected to
grow quickly. CiCi's Pizza of Tampa Bay, a
franchisee with seven units in the Tampa,
Fla., market, recently leveraged Sundrop
Mobile Loyalty’s solution to reverse a
double-digit year-over-year negative
sales comparison trend. This program
also recently helped generate the highest
single-day sales ever for a Little Caesars'
franchisee.
25

6 Carryout
Whether it is cash-strapped consumers
looking to save on delivery charges or the
popularity of grab-and-go offerings from
companies such as Little Caesars, carryout
pizza is on the rise. All foodservice pizza
purchases have increased over the past
two years, according to Technomic, but
carryout pizza occasions have increased
the most. Sixty-eight percent of consumers
now order carryout pizza once a month
or more, followed by 45 percent who say
they order pizza for dine-in. Companies are
taking notice. Last year, Domino’s launched
its first national carryout program, and this
year buffet chain CiCi’s counted introducing
increased carryout options as one of its
initiatives for 2012.
7
Local Marketing
Local marketing is more than passing out
discount coupons to regular customers.
By forging strong relationships with local
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schools, non-profit organizations and
community groups, many concepts are
improving sales and brand awareness. One
example is Pittsburgh-based Vocelli Pizza,
which has 100-plus East Coast locations
and recently posted 16 consecutive months
of same-store sales growth – a direct result
of stronger community relationships,
according to Jim Powers, the company’s
vice president of marketing. Brands are
hosting talent shows for local youth,
sponsoring sports teams, participating
in community events and coming up
with other inexpensive ways to put their
name in front of more eyes. Innovative
technology is also making it easier for
brands to customize marketing materials
to local audiences.
8
Loyalty Programs
If you reward customer behavior, their
loyalty helps you keep the customers and
revenue you already have. And according
to Perka, by eliminating just 5 percent of
your customer attrition, you can improve
your profits by 25 to 85 percent. The NRA's
2012 Restaurant Industry Forecast reported
that 57 percent of adult consumers are
more likely to choose restaurants that
offer loyalty rewards programs. These
customers are signing up for new kinds of
rewards programs, namely those that are
mobile or social media based.
26

9
Menu Labeling Laws
When Congress passed the Healthcare
Reform Act that included a requirement
that restaurants display the nutritional
information of their menu items, many
pizza operators scratched their heads and
wondered how they’d comply. The pizza
segment is unique because of its variable,
customized options and delivery-heavy
operations. The National Restaurant
Association suggested that pizza operators
should be allowed to convey calorie info
by the slice, as opposed to the whole pie.
However, others believe it’s confusing for
consumers to only be given the number
of calories in one slice of pizza. The Act is
currently in front of the Supreme Court,
and a decision on how to move forward
with this piece of legislation is expected
sometime this summer or fall.
10
C-store Competition
Convenience stores have capitalized on
busier, on-the-go consumers by improving
their food offerings, especially pizza. New
research by Technomic shows that more
consumers are taking advantage of the
expanding foodservice options available
at C-stores, many times at the expense of
quick-service restaurants. Some concepts
– such as Nashville-based Hunt Brothers
– are well positioned to capitalize on this
trend with a strong C-store presence,
but others are forced to compete with a
relatively new segment that tends to be
more conveniently located.
11 Couponing
In recent years, couponing has become an
enormous trend for people of all ages and
income levels. According to travel program
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service JPS, shoppers saved $4.6 billion
with coupons in 2011, which is $500 million
more than in 2010. Coupons were big in the
pizza segment long before this became
a reality TV focus, however. Whether it’s
received in the mail, attached to their
pizza delivery box or scouted online,
consumers will hunt for a good deal before
choosing where to eat. However, Marla
Topliff, president of Rosati’s Pizza, warns
companies to avoid out-couponing each
other, which could compromise the quality
of food in favor of a better bargain. Instead
of marking coupons with expiration dates,
Topliff advises the use of phrases such as
“Limited Time Offer.” This way, you can
extend the offer without paying to send it
again, or end the offer at any time.
12
Half Baked,
Take-and-Bake
If there is any doubt about the viability of
take-and-bake pizza, one need only look at
the Papa Murphy’s chain. Papa Murphy’s
has grown to more than 1,250 locations
over the past 30 years, all without having
a single oven in any of its stores. In recent
years, a number of other companies have
gotten into the act. Not only does takeand-bake
offer the consumer a delivery-style
pizza, it lets those consumers have it when
they want, without having to wait (or pay)
for delivery. Take-and-bake has one clear
advantage when it comes to marketing:
many states allow them to be purchased
with government-funded food purchasing
programs.
13
Organic Ingredients
With an increasing number of scientific
studies linking pesticides to a higher risk
of cancer, attention-deficit/hyperactivity
disorder (ADHD), Alzheimer’s and other
diseases, consumer demand for organic
ingredients is expected to continue growing
at impressive rates. Sales of organic food
and beverages grew 10 percent year-overyear
in 2011, topping $31 billion, according
to the Organic Trade Association. Many
savvy pizzerias such as Denver-based
Organic Pizza Company, and Floridabased
Pizza Fusion and Truly Organic Pizza
are among the forerunners and others are
27

entering the market, much to the delight
of health conscious consumers.
14
The Fast Casual
Segment
According to the NPD Group, the fast
casual segment has led the restaurant
industry in both sales and unit growth,
despite the economic downturn.
Throughout the last three years, fast
casual chains increased their unit counts
by double digits. Many pizza chains are
jumping into the segment, and touting
their “fast casual” atmosphere as a
differentiator. Some concepts embracing
this niche include Fresco Wood Fired Italian
Kitchen, Pie Five Pizza Co., Top That!, Go
Roma and Zpizza.
15
Franchise Financing
The economic downturn of the past few
years made it difficult for prospective
franchisees to obtain financing and existing
operators to secure the money they needed
to expand or upgrade stores. In response, a
number of companies developed their own
financing options. In 2009, for example,
Marco’s Pizza launched a private equity
fund that can invest $50,000 to $100,000
per store. This year, CiCi’s announced new
investment and financing programs to help
existing and prospective franchisees with
funding options, part of its plan to add 500
restaurants by 2020. Traditional sources of
funding are also on the rebound, according
to a monthly Franchise Lending Index
compiled by the International Franchise
Association (IFA) and BoeFly, an online
marketplace connecting small business
borrowers with lenders. According to the
Index, franchise lending grew 10.6 percent
between February 2011 and February
2012. Still, the industry continues to face a
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shortfall in lending that has limited growth
and job creation, according to the IFA.
16
Hispanic Marketing
With the U.S. Hispanic population expected
to grow 34 percent from 2010 to 2020,
many restaurant experts are emphasizing
the importance of marketing to this
growing category. Top brands, such as
Domino's, are responding to the trend by
allocating more marketing dollars to target
the Hispanic demographic. According to
the Association of Hispanic Advertising
Agencies (AHAA), there has been a 14
percent increase in budget allocation for
these types of campaigns since 2009 and
the top 500 national brands spent $4.3
billion on Hispanic marketing initiatives
in 2010. Many have hired agencies or
added staff to communicate to Hispanic
audiences.
17
Children’s Nutrition
Creating healthier children’s menu items
is this year’s top overall restaurant trend,
according to the National Restaurant
Association, and QSRs that are adding
apple slices to kids’ meals aren’t the only
ones taking this important challenge to
heart. Zpizza, Pizza Fusion, Red Brick
Pizza and Ledo Pizza are among more
than 15,000 restaurants that have joined
Kids LiveWell, a nationwide initiative
launched by the NRA and Healthy Dining.
Some concepts are introducing innovative
ingredients, such as “Fresh Kids Special,” a
pizza sauce made with fresh, finely-minced
vegetables that is offered by Los Angelesbased
Fresh Brothers. The company's idea
was featured on The Doctors television
show in January for its ingenuity. Major
chains are also embracing healthier options
for kids. For instance, Chuck E. Cheese
recently switched to fresh vegetables,
fresh dough and fresh cheese.
18
Local Sourced/
Sustainable Food
When the National Restaurant Association
asked more than 1,000 professional chefs
to predict the hottest trends in 2012, locally
sourced meats and seafood was No. 1, and
locally grown produce was No. 2. More
educated consumers are increasingly
demanding to know where their food
comes from. The term “locavore” was
28

coined in 2005 to describe the practice of
eating foods harvested or grown within a
100-mile radius. However, local does not
necessarily mean sustainable, another
top trend. Sustainably produced food isn’t
subjected to factory farming and is free of
pesticides, hormones and fertilizers. An
increasing amount of pizzerias are striving
to fit into both of these “greener” trends,
including California’s Straw Hat Pizza,
which updated its mission last year to be as
green as possible with its offerings.
19
Gluten Free
In the past few years, gluten-free foods
have moved from health food stores to
fast causal restaurants, pizzerias, even in
some Subway restaurants. Experts agree
that gluten-free won't be a short-lived
trend. Statistics explain why: Almost 20
million U.S. residents suffer from gluten
sensitivity, according to University of
Maryland School of Medicine’s Center
for Celiac Research. Sales of gluten-free
products are expected to top $3 billion
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by 2014, according to Packaged Facts
market research. As a result, pizza chefs
are exploring new recipes for gluten-free
crusts that include ingredients such as fava
beans, potato starch, tapioca flour and
rice flour. Some upscale pizzerias are even
serving gluten-free beer.
20
Frozen/Retail Pizza
According to market research firm Mintel,
more than 1,100 new frozen pizza products
were introduced from 2005 to 2009. That
trend doesn't seem to be slowing down,
with new frozen lines from brands such
as Naked Pizza and Cono Italiano. On
the flip side, traditional frozen brands,
such as DiGiorno, are establishing a
brick-and-mortar presence, adding even
more competitive pressure. Additionally,
more food retailers are offering partiallybaked
pizzas in the refrigerated section,
attracting price-conscious, convenienceseeking
consumers who crave a quality
pizza at a lower price.
21
Mobile Coupons
Businesses are looking at ways to leverage
the increased use of smartphones to deliver
messages to their customers, and one way
is through mobile coupons. According to
Juniper Research, consumers worldwide
will redeem more than $43 billion worth of
mobile coupons by 2016, compared with
an estimated $5.4 billion cashed in during
2011. Although the jury is still out on how
mobile coupons will stack up compared
29

to paper coupons in the next few years,
there is one area where mobile is the clear
winner: speed. If a pizzeria operator needs
to boost business on a rainy day or to move
a slow-selling item, he or she can design
and issue a mobile coupon to participants
in the shop’s loyalty program in a matter
of minutes. In addition, quick-response
codes placed on posters or in newspaper
and magazine advertisements can be a
convenient way to sign up new customers.
22
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Artisan Crusts
From 2006-2011, 800 new food items were
labeled “artisan.” Domino’s pushed the
term into the mainstream in 2011 with the
launch of its Artisan Pizza Line, including
Tuscan salami and roasted veggie, Italian
sausage and pepper trio, spinach and feta
and chicken and bacon carbonara. Smaller
chains have added artisan offerings to
their menus as well, including Mazzio’s
rustic Italian artisan pizza and Round Table
Pizza’s Prosciutto Artisan pizza.
Cause Marketing 23 Cause marketing refers to a type of
marketing where a business partners with a
non-profit organization or other charitable
or social cause. Dallas-based Boston's
Restaurant & Sports Bar, for example,
raised nearly $56,000 to benefit St. Jude
Children's Research Hospital through the
sale of specialty menu items and paper
Valentines. Figaro’s Pizza awarded 141
grants totalling nearly $20,000 through
its “Helping Education with Love and
Pizza” charity. According to Chicago-based
sponsorship research firm IEG, cause
marketing has grown 16 percent over the
past four years, to $1.68 billion in 2011 from
$1.44 billion in 2007.
24 Non-traditional
Toppings
Upscale pizzerias have long offered unusual
pizza toppings, but lately larger players are
getting into the act. Although cheese and
pepperoni still rule as the most popular
pizza toppings, according to Technomic,
companies are adding non-traditional
ingredients to their offerings in an effort to
boost sales. New Orleans-based Reginelli’s
offers a pizza topped with shrimp and pesto
sauce, and Garlic Jim’s offers pizza topped
with roasted garlic, black beans or almond
slivers. Even Domino’s has added a range
of non-traditional toppings, including
spinach, feta cheese, bacon carbonara and
a mixture of Alfredo and marinara sauce.
25
Food Trucks
As more cities ease restrictions on food
trucks, the number of meals being served
on wheels is rapidly increasing. The 2010
National Restaurant Association show
featured a food truck pavilion for the first
time and participation doubled in 2011.
Best-in-class examples include Streetza,
which is ranked as one of the nation’s top
food trucks, and the Big Green Truck Pizza,
a New Haven, Conn. catering company that
delivers a party on wheels using antique
trucks and wood-fired Mugnaini ovens.
Fueled by the popularity of food trucks,
more mobile pizza ovens are entering the
marketplace, making it easier for brands to
take it to the streets.
30

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J. Patrick Doyle
CEO, Domino’s Pizza
Few can deny that J. Patrick Doyle, CEO of Domino’s Pizza, has driven the chain’s dramatic
turnaround, and his mantle is full to prove it – earning CNBC’s “Berbie” for best CEO of
2011 and being named to Zeta Interactive's "most buzzed about" list as one of the mosttalked-about
CEOs of the year.
Under Doyle’s leadership, the company has embraced creativity and innovation, and has
developed a close relationship with its fans. These initiatives have paid off, as the company's
total debt has been reduced by $200 million since the end of 2007, and its stock prices
year-to-date are up 110 percent.
Even though he’s steering the ship, however, Doyle has continuously deflected credit.
TOP PEOPLE
"It's not about me. If you really think about what drove this (turnaround), it
started from innovation from the marketing department and ad agency,"
he said in an interview with CNBC. "The most important thing was our
franchisees and store managers executing. If they aren't executing, I'm on
the other (worst CEOs) list."
When asked what 2012 holds in store for the company, Doyle said Domino's
will continue to listen to its customers and drive innovation in both product
launches and technology.
31

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Jim Greco
President and CEO of Sbarro
John Schnatter
CEO, President, Founder, Papa John’s
Of the major brands, Schnatter’s Papa John’s is in the best position to re-establish the value of a higher
quality pizza for the mass market and delivery segment. Whether or not he chooses to take advantage
of that position remains to be seen, but the Top 100 advisory panel is placing its bets on the Louisville,
Ky.-based chain.
Few people in the world have as strong a pulse on the pizza business as Schnatter. When he was 22, he
knocked down a closet in his father’s tavern, purchased some used equipment and began delivering
pizzas. That was in 1983. He opened the first Papa John’s a year later with a simple, timeless commitment:
“Better Ingredients. Better Pizza.”
Now, Schnatter is one of the most recognized brand spokesmen in the world. His effectiveness in Papa
John’s advertising has been considered “appealing, authentic and genuine” according to a three-year
study by analytics firm Ace Metrix.
"Papa John is a real person who cares about the success of his business,” the report said.
Big things are expected of Jim Greco, who was named president and CEO of the struggling Sbarro
chain earlier this year. Sbarro emerged from Chapter 11 bankruptcy in November after taking a big hit
during the recession because of its ubiquitous shopping mall presence.
Greco joined Sbarro from Bruegger's Enterprises, where he also served as CEO of the bagel-bakery
chain. Greco, who partnered with Sun Capital to acquire Bruegger's in 2003, served as CEO until the
company was acquired by Groupe Le Duff SA, a French operator of bakery-cafes, in 2011. While there, he
successfully turned around the business, produced more than 20 consecutive quarters of positive samestore
sales and total sales growth, and completed numerous smaller acquisitions.
One of Greco’s biggest initiatives in Bruegger’s turnaround was to rebuild the menu. He has already taken a similar
strategy at Sbarro, announcing plans to reformulate pizza recipes and pasta dishes with upgraded ingredients
and seasonings. Greco’s goal is to move Sbarro from the quick-service segment into a more upscale, casual niche.
He’s also focused heavily on strong international markets, recently announcing a 15-unit agreement in India.
32

Charlie Morrison
4
Charlie Morrison
President and CEO, Pizza Inn
According to The NPD Group, fast casual
is the only restaurant segment continuing
to grow throughout the current economic
times. Pizza Inn CEO Charlie Morrison
recognized the hot segment early enough
to launch a competitive new concept – Pie
Five Pizza Co.
"Pie Five has created a new way to
experience pizza, and our guests love it,"
Morrison said.
Pie Five Pizza grew to six locations in its
first nine months. The menu gives
customers the option of choosing any
sauce and fresh topping combinations
or one of 12 specialty pies on the menu,
assembled before them on a 9-inch Crispy
Thin or Classic Pan crust, baked and ready
to eat in less than five minutes. Its certainly
not the only “top-your-own” pizza concept,
leapfrogpos.com
but it’s the only one able to leverage a
strong brand like Pizza Inn, which dates
back to 1958.
As the fledgling Pie Five concept rapidly
grows, Morrison has maintained a sharp
focus on Pizza Inn, as well. Same-store
sales have grown in the past year and his
team recently secured a $4 million credit
facility to help with the continued growth
of both brands.
5
Antonio Swad
CEO, Pizza Patrón
Antonio Swad, CEO and founder of Pizza
Patrón, started his company in 1986 with
money he had saved after years of working
in the food/restaurant industry. Swad soon
realized that most of his clientele was Hispanic,
so he hired bilingual employees and
catered especially to their needs.
In 2007, Swad made national headlines –
and ignited controversy, including death
threats – when his company started the
Pizza for Pesos campaign. The Pizza Peso is
a $1 coupon, resembling Mexican currency,
good toward any pizza order. Despite the
uproar, Pizza Patrón’s sales increased by 35
percent following the campaign.
Swad also started Wingstop in 1996, a fast
casual concept specializing in wings. He
built up to 100 stores in 16 states before
selling in 2003.
Today, Pizza Patrón operates approximately
100 stores in seven states, and
continues to grow. Swad’s company is in a
good position – the U.S. Census indicates
that the Hispanic population is expected to
grow 34 percent from 2010 to 2020.
Antonio Swad
33