{"id":614598,"date":"2025-09-04T20:53:11","date_gmt":"2025-09-04T20:53:11","guid":{"rendered":"https:\/\/pizzatoday.com\/?p=614598"},"modified":"2025-09-04T20:53:40","modified_gmt":"2025-09-04T20:53:40","slug":"location-selection-for-pizzerias-replicating-a-unicorn","status":"publish","type":"post","link":"https:\/\/pizzatoday.com\/news\/location-selection-for-pizzerias-replicating-a-unicorn\/614598\/","title":{"rendered":"Location Selection for Pizzerias | Replicating a Unicorn"},"content":{"rendered":"

The nitty gritty of location selection for an existing pizzeria<\/h2>\n

Your first restaurant is a success. Products are high quality and consistent. Numbers are profitable and rising. Operations and systems are dialed in. Your team is on point and requires less direct oversight. It\u2019s the unicorn that every first-time restaurant owner dreams of.<\/span><\/p>\n

But now it is time to multiply that unicorn \u2013 not an easy task. Operators often say opening the second and third locations are more challenging than store seven or store 20. <\/span><\/p>\n

Sure, we can provide you with a checklist (see sidebar below) to help with the basics of restaurant location selection. But finding locations to grow your existing business is much more nuanced. Getting perspective from owners who have been deep in the trenches of growing their concepts to multiple locations reveals there is more than common factors at play to successful expansion.<\/span><\/p>\n

Growing Virginia-based Benny’s Pizza to 33 locations<\/h3>\n

Co-owners Zach Toth and Chris Brown<\/a><\/b><\/span> never envisioned operating multiple locations when they opened their first Benny\u2019s Pizza<\/a> in Blacksburg, Virginia, in 2011. Today, Benny\u2019s has expanded to 33 locations in North Carolina, South Carolina, Pennsylvania, Virginia and West Virginia. With three more locations in the works, they are not stopping. Benny\u2019s was founded on securing one specific downtown location the pair had their eyes on. \u201cThe entire business plan is set on that building,\u201d says Toth, explaining that they were persistent in negotiating with the landlord on the building, which wasn\u2019t even available at the time. <\/span><\/p>\n

Los Angeles-based Prime Pizza expands to seven locations with second-generation spaces<\/h3>\n

Like Benny\u2019s Pizza, Los Angeles-based Prime Pizza<\/a> also began in a lively urban spot, settling into the Fairfax District in 2014. The location was bustling, in its 850-square-foot, second-generation space. Prime Pizza now has seven locations sprinkled around Los Angeles, with growth plans into neighboring Orange County.<\/span><\/p>\n

\u201cIn the beginning, you have no idea what the growth is going to be,\u201d co-owner Zak Fishman says of Prime Pizza. \u201cYou can\u2019t conceive of how busy you are going to one day get. \u2026 And with success comes growth, and with growth comes a need for more space.\u201d\u00a0 \u00a0<\/span><\/span><\/p>\n

Benny’s Pizza & Prime Pizza | Different Approaches to Location Selection<\/h4>\n

Benny\u2019s Pizza and Prime Pizza grew from one independent pizzeria with different approaches to selecting locations<\/a>. <\/span><\/p>\n

Before you start looking for spaces, you need to know exactly what your concept is, your primary market(s), key team members for growth, critical assessment of strengths and weaknesses of your current location, the makeup of an ideal location and new location financial analysis.<\/span><\/p>\n

Toth and Brown focused on opening Benny\u2019s stores<\/b><\/span> within a three-hour drive radius to ensure personal oversight. They emphasized the importance of downtown locations with high foot traffic.<\/span><\/p>\n

Fishman, too, looks for high-traffic areas concentrated in the greater Los Angeles area. He prioritizes locations with good visibility, exposure and parking availability.<\/span><\/p>\n

Other Factors at Play in Location Selection for Pizzerias<\/b><\/b><\/h4>\n

Every pizza company has specifics that require forethought when opening a new location. For Fishman, that means at least 400 amps of electrical capacity to handle the pizzeria\u2019s electric ovens. It\u2019s a costly upgrade that can increase buildout costs.<\/p>\n

Instincts are often a factor. Getting a feel for a neighborhood can be as important as pulling demographic data. Fishman cited Prime Pizza\u2019s Altadena as a great example. \u201cYou would never guess that Altadena would be a strong store if you looked at the demographics on paper,\u201d Fishman says. \u201cIt\u2019s a really small town. It\u2019s somewhat isolated. It\u2019s not super close to the freeway. It\u2019s surrounded by residential. There\u2019s almost no business corridor right there at all. But Altadena is our No. 2 store.\u201d When Fishman doesn\u2019t have first-hand knowledge of an area, he leans on people who do know the neighborhood.<\/span><\/p>\n

Brown agrees. \u201cYou can look at metrics on Google or Wikipedia for population and (the Virginia Department of Transportation) traffic data,\u201d he says. \u201cThat always helps, too. But you never really know until you spend some time there.\u201d<\/span><\/p>\n

Since Benny\u2019s has spread far geographically, relationships with food providers, banks and landlords that can support growth have become even more vital. Multiple food distributors or new reps might be needed.<\/span><\/p>\n

First-generation vs. second-generation Spaces to Grow a Pizza Business<\/b><\/b><\/h4>\n

The type of building they sought separates the two companies\u2019 growth plans. In the highly competitive LA real estate market, Fishman says Prime Pizza has focused on transforming second-generation spaces. It\u2019s a cheaper and quicker option, he says, noting that all seven locations are second-generation restaurants. Leasing existing restaurants, especially pizzerias, is a great move for small companies. He adds, \u201cThat\u2019s how we were able to grow independently with cash from the business without taking significant investment.\u201d<\/span><\/p>\n

Toth and Brown have found that even their second-gen spaces turned into first-generation shops with amount of work required to realize their concept in a new location. Benny’s also is a mix of leased and purchased units. They are more focused on the desired building than its acquisition type.<\/span><\/p>\n

Pizza Business\u00a0 Growth Bigger Picture Mindset<\/b><\/b><\/h4>\n

For independents, taking a broader look at the business helps you hone growing locations. \u201cTake your time and grow slowly, and make sure that you focus on the store-level economics. \u2026 You\u2019re going to need capital, eventually, right? And in order to get capital, the most important thing that they\u2019re going to look at is store level economics.<\/span><\/p>\n

\u201cThings can happen if you grow too quickly,\u201d Fishman continues. \u201cSo go slowly. Make sure every store is a winner. Make sure that the unit economics are great, and you will have success down the line.\u201d<\/span><\/p>\n

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Location Selection Factors Checklist
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