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Want to buy a pizza business? How QLD franchise Pizza Temptations plans to grow

Sarah Stowe

Pizza Temptations is a new brand in the food franchise marketHow much pizza is enough? In Australia apparently $3.6bn worth of cheese-topped, dough-based deliciousness. That's a lot of slices. So are you ready to invest in a pizza franchise?

According to the IbisWorld report Pizza Restaurants and Takeaway in 2014-15, there are 3,629 businesses in Australia with the largest market share estimated at 14.9 percent – Domino's tops the league at nearly double the  estimated market share of Eagle Boys', with the Yum! Restaurants' Pizza Hut business listed in third position.

So if you're looking to invest in a pizza business what are the benefits of investing in a franchise, and does it have to be one of the big boys? Is there room for a smaller brand to add value to the customer, and of course to the franchisee?

Whatever the business, the key to creating a space in the market for the smaller brand is having a point of difference. 

That's what is allowing Pizza Tempations, just in its very early days of franchising, to compete on a local level with Dominos, Pizza Capers, Crust as well as independents, says founder Daniel Pirrone-Cook. 

For Pizza Temptations, it's dessert. And nachos, and spaghetti Bolognese.

"I wanted to have pizza and pasta, we've slowly added to the menu," he says.

"We are really big on customer service; getting to know the customers, we know their order, always smile, say hello and goodbye, just being aware of them."

Competition is the big challenge for this fledgling business, so Pirrone-Cook uses Facebook campaigns and flyer drops to showcase new initiatives. 

"I've got to be innovative, it brings in new customers." 

What is also effective as a marketing tool for this Queensland business is word of mouth.

"We rely on quality and I believe that beats everything, People will pay for it. We're generous with our toppings. People see value for money."

Large pizzas are priced from $15 to $20. Online ordering systems were installed from the beginning and are increasingly important.

The franchise model is based on delivery and in-store business, seven nights a week from 5pm to 10pm.

New on the agenda for this fledgling franchise could be the lunch market.

"We are opening about five more stores. My main target is Queensland – Brisbane, Gold Coast – but would consider elsewhere."

What Pirrone-Cook is cautious about is over-extending the footprint of the brand in a small area. "Opening up too many is cannibalism. The border for the territory should be about 16 minutes drive.

"I want to make sure there is enough business for franchisees to make money."