Edit ModuleShow Tags
Edit ModuleShow Tags

Staid to Sexy for Surfside, New PizzaRev Operator in Miami


Published:

PizzaRev is a fast-casual, choose-your-own ingredients chain based in Los Angeles.

Chris Mellgren, CEO of Surfside Coffee, built his Dunkin’ Donuts operation in and around Miami to 68 stores in a mere two years, both through acquisitions and new construction. Now he’s signed with PizzaRev to add 45 restaurants in the same locales, in a move that could be called stable to sexy.

“It’s a really good addition to our portfolio,” Mellgren said about PizzaRev, “because we have a rock-solid, staid brand like Dunkin’—you know what to expect when you open one. But then when you layer in a new, exciting, as you put it ‘craze,’ we think it’s exciting. It’s a new brand, it’s a hot space, so it’s interesting.”

Mellgren said he’s been “a big fan of the fast-casual craft-your-own pizza space for a while.” He looked into a couple of players in the emerging category, and then met Irv Zuckerman and Rodney Eckerman, the Los Angeles-based PizzaRev’s founders. “Irv and Rodney’s brand and their approach really aligned with what I like,” he said, although he noted other players are solid, too. “I think they’re all good and at the end of the day I believe there’s enough room for three or four, so I don’t think it’s a winner-take-all” space.

Mellgren’s operation is backed by Fireman Capital Partners, a Boston-based private equity firm that funded Mellgren’s initial push into south Florida from his former base in the Washington, D.C., area. “We’re the first franchise investment they’ve made,” Mellgren said, although Fireman Capital has expertise in many consumer brands. “They ended up being a great partner and I told them I aspired to get a couple more brands. So when I brought up the PizzaRev thing they were excited.”

Mellgren plans to add an independent operations team to run the PizzaRev stores, with the goal to open six in year one. Surfside’s connections to real estate brokers, especially, will speed the PizzaRev rollout, he believes, particularly because many sites unsuitable for Dunkin’ stores because they don’t have drive-thru space, will work for PizzaRev.

Edit Module
Edit ModuleShow Tags
Edit ModuleShow Tags
Edit ModuleShow Tags
Edit ModuleShow Tags
Edit ModuleShow Tags
Edit ModuleShow Tags


Covers everything from good news to bad judgment

About This Blog

The latest news, opinions and commentary on what's happening in the franchise arena that could affect your business.

Tom KaiserTom Kaiser is associate editor of Franchise Times. He can be reached at 612.767.3209, or send story ideas to tkaiser@franchisetimes.com.
 
Beth EwenBeth Ewen is editor-in-chief of Franchise Times. She can be reached at 612.767.3212, or send story ideas to bewen@franchisetimes.com.
 
Nicholas UptonNicholas Upton is staff writer at Franchise Times. He can be reached at 612.767.3226, or send story ideas to nupton@franchisetimes.com.
 
Mary Jo LarsonMary Jo Larson is the publisher of Franchise Times Magazine and the Restaurant Finance Monitor.  You can find her on Twitter at
 twitter.com/mlarson1011.
 
Nancy WeingartnerNancy Weingartner is editor-at-large of Franchise Times magazine and the editor of the Food On Demand media project. You can reach her at 612-767-3200 or at nancyw@franchisetimes.com.
Follow her on Twitter at http://twitter.com/nanweingartner.
 

Archives

Categories

Feed

Atom Feed Subscribe to the Franchise Times News Feed »

Recent Posts