Brisbane owned Pizza Capers has announced an ambitious growth strategy to operate a network of 100 stores in the next two years and establish a presence in New South Wales and Victoria.
Based in Queensland and starting with one concept store in Toowong in 1996, partners Scott Geiszler and Anthony Russo have built a franchised chain with 25 stores in Brisbane, selling over one million pizzas per year.
Geiszler and Russo plan to open another 24 stores across the Gold Coast, Sunshine Coast and North Queensland regions by the end of 2008.
Expansion into Sydney and Melbourne is flagged for 2009.
“Demand from existing franchisees to open a second and even third store will provide a strong platform to propel the company’s growth in Brisbane and we are on track to become the city’s biggest pizza franchise,” says Geiszler.
“Almost 80 percent of our current franchisees own second stores or are in negotiations to open a second store which is testament to the financial success of our franchise system.”
Geiszler says the company is very well positioned for future growth, with a strong business model in place, strong customer and franchisee demand, and a long-term vision.
Pizza Capers began franchising in 2005, resulting in 11 new stores opening in three years up to April 2008.
“Our most significant challenge so far has been the growth from an independent business to a small multi-store business and now a medium-sized company,” says Geiszler.
“We faced significant corporate costs and payroll taxes as well as difficulties in finding the right staff.”
Pizza Capers is expected to report a 40 percent increase in revenue to more than $15 million in the year ended June 2008.
Geizler attributes the success of the company to its unrelenting focus on using good quality ingredients.
He also boasts one of the lowest-oil pizza bases with 4ml of oil used per 200ml of dough and reduced fat cheese on all pizzas.
The company also sought to secure a competitive advantage with the first gluten free pizza base on the market in 2003.
“We were also the first Queensland company to offer internet ordering in 2001 and in 2002 we developed a line of fresh pastas and sauces using a special cooking style unique to Pizza Capers,” says Geiszler.
“We want to cater to a wide range of customers and we will concentrate on introducing new menu items and providing innovative ideas as well as continuing to provide excellent service levels.”
Pizza Capers was ranked 16th fastest-growing franchise by revenue and 19th fastest-growing franchise by outlet in BRW’s Fast Franchises 2008.
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