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One-Liners Mark Pizza Schmizza’s Pitch to Operators


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Ron Berger, CEO of Pizza Schmizza, described three concepts under the Schmizza umbrella.

A garlic-infused pizza called “No Kiss Tonight” is just one of many clever names at Pizza Schmizza, the 23-unit brand founded in Portland, Oregon, that now has three separate concepts as described by Ron Berger, CEO, at the Franchise Times Finance & Growth Conference in Las Vegas last week.

Schmizza Pub & Grub is the second concept, a restaurant with a full bar, and Schmizza Public House is the third, with about half the system following that full-service, white-tablecloth model with 4,000 to 6,000 square feet and a party room for private events.

An ad campaign urges people to “be the office hero. Have Schmizza cater your next event.” Said Berger: “To give you an idea for how big catering can be for our business, the largest order so far required 4,000 large 18-inch pizzas. That’s a lot of pizzas.”

Berger acquired the brand in 2008 when it had 30 units generating under $10 million. “Today we have 23 units and doing $17 million,” he said, a modest growth trajectory but reflecting higher average unit volumes at concepts two and three. In an attempt to secure faster growth, he offered franchisees who bought through the end of August no royalties until January 1, 2021.

Berger ended with a slogan perfectly in line with its irreverent marketing: “Keep pizza weird,” it says. “One planet. One people. One Schmizza.”

For full coverage and all presentations at the Franchise Times Finance & Growth Conference May 6-8, see the special digital edition that will publish July 1.

 

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

Tom KaiserTom Kaiser is senior editor of Franchise Times. He can be reached at 612.767.3209, or send story ideas to tkaiser@franchisetimes.com.
 
Beth EwenBeth Ewen is senior editor of Franchise Times. She can be reached at 612.767.3212, or send story ideas to bewen@franchisetimes.com.
 
Nicholas UptonNicholas Upton is restaurants editor at Franchise Times. He can be reached at 612.767.3226, or send story ideas to nupton@franchisetimes.com.
 
Laura MichaelsLaura Michaels is editor of Franchise Times. She can be reached at 612.767.3210, or send story ideas to lmichaels@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.
 

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