Pizza Capers
Smart50 rank: 4
Revenue: $17.90 million
Growth: 107.44%
Founders: Scott Geiszler, 32; Anthony Russo, 38
Based: Queensland
Employees: 200
Industry: Accommodation, cafes and restaurants
Website: www.pizzacapers.com
Pizza lovers outside Queensland might not be familiar with Pizza Capers. But in Brisbane it is the largest home delivery, takeaway and dine-in gourmet pizza franchise with 31 stores selling over one million pizzas a year. The company now has revenue of $17.9 million, up from $8.6 million in 2006-2007.
The company started in 1996 after founders Scott Geiszler (right in picture) and Anthony Russo felt there was an unmet demand for healthier pizzas topped with premium gourmet ingredients.
“While our competitors use imitation bacon, ham and chicken to top their pizzas, we use the highest quality and freshest ingredients in all of our menu items. Our pizzas, pastas and salads are topped with olives from Greece, pizza sauce from Italy, meats from local producers and fruit and vegetables fresh from the markets,” Geiszler says.
In 2002 the company introduced a line of fresh pastas and sauces using a special cooking style unique to Pizza Capers. “And in 2003 we worked long and hard to introduce the first pizza base that was gluten-free but also tasted terrific,” he says. “We have a passion for creating new products and toppings with freshness, variety, taste and quality. Our menu offerings also fill a gap in the marketplace for good quality gourmet pizza available in suburban locations where customers have been starved for choice when it comes to gourmet pizzas.”
In 2001 the company introduced the first internet ordering service in Queensland. “We are currently in the process of updating our ‘Capertron 2000’ system to provide quicker and improved service to our customers. We are one of the only gourmet pizza chains in Australia to provide such an online ordering service,” Geiszler says. “We also produce a monthly Caper Club e-newsletter for our customers which provides information on specials, discounts, competitions, what’s on in Brisbane and the latest company news.”
The most significant challenge has been turning the small multi-store business into a medium-sized company. “We faced significant corporate costs and payroll taxes as well as difficulties in finding the right staff,” he says. “We learnt to create a strong opening strategy using demographic data for the areas in which we were opening a new store, and by staying true to this and understanding our customers we have opened in successful locations. We also developed relationships with suppliers who have the same commitment to quality.”
The company, which has seven franchisees, is forging ahead with store growth in the Gold Coast, Sunshine Coast and North Queensland regions. “In 2009 we aim to expand further south to Sydney and Melbourne. We plan to operate a network of 49 stores by the end of 2008.”’
Geiszler says demand from existing franchisees to open a second and even third store will provide a strong platform for further growth in Brisbane. “But our biggest challenge will be finding the right locations for new stores. We actually have a waiting list of new franchisees to open new stores, but we need to be sure our store locations meet our high standards. We don’t want to open a new location just to increase our store network,” he says.
By 2010 Pizza Capers aims to have expanded on a national scale with stores in every state and multiple stores in every major city. “Our corporate stores will grow along the way, but the majority of growth will come from franchisees in these new areas. The plan is to have 192 stores under the Pizza Capers brand by 2010.”
Another challenge is the increase in fuel costs, which have had significant impact on Pizza Capers’ recruitment strategies for new delivery drivers. “To tackle this we have created new staff incentives as well as increased driver wages across the board,” he says.
