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How Town & Country Pizza plans to get a bigger slice of the Victorian market

Sarah Stowe

Town & Country Pizza & Pasta is focusing on a Victorian expansionWhat does Town & Country Pizza offer a franchise buyer in a competitive marketplace?

 "I feel larger brands are helping smaller brands have more impact." That's the view of Joe Rossi of Town & Country Pizza.

It's important, he says, for potential franchisees to see value in investing in a franchise rather than just opening a local pizzeria themselves. One particular advantage is local marketing support that can help give a franchise longevity, says Rossi.

There are always hurdles to overcome in business, and for this pizza chain managing product consistency with suppliers can be a challenge.

The supply chain

"The weather influencing the pineapple market, for instance. There is constant volatility but we are seeing an increase in produce quality.

"That's partly our ability to turn to local suppliers, and partly because people are more educated about ingredients and so franchisees are putting pressure on their suppliers.

"The majority of items come through single suppliers but with fruit and veg we source locally," Rossi explains. "We like to have an impact on the local community. And we get better produce.

"Our operations team has to keep an eye on certain standards – there are three in the team – not bad for an eight store chain."

Buying a pizza franchise in Victoria

All locations are in Victoria. "We've a fairly good stronghold around Geelong, and we have a regional focus. We want a bigger piece of Victoria and will creep up the highway towards Melbourne."

Rossi says "We want fewer stores doing very well rather than more stores doing not so well. We know we can do very well in some areas."

While some stores are all-in-one outlets, the business offers two distinct service models which are appropriately located. All the takeaway outlets and delivery stores are near a supermarket or in a shopping complex for convenience.

The destination cafŽ/restaurants are in high profile strips and the company is prepared to accommodate higher rents to get the right location, says Rossi. 

Pizza and pasta on the menu

When it comes to the menu, variety and innovation are key, says Rossi. Times have changed as customer tastes develop. Ten years ago the prosciutto that is now replacing the shredded ham wouldn't have been seen.

"It's partly exposure to European style cooking, with people prepared to pay a higher price," Rossi says.

"We're a 30 year old business. Innovation allows us to move on. Trends lead to more gourmet pizza but it will become mainstream product. 

"It gives us a chance to increase our margins. We don't want to cut our way to success.

"People will pay for a good product. You are only as good as the produce."

In addition to pizza, the menu includes a range of pasta and risotto dishes. The customer split is about 63/35 pizza/pasta. 

Town & Country Pizza's customer base is predominantly women aged 25 to 40. 

"It's an opportunity to catch a bigger crowd. And pasta is increasingly popular. It saves cooking at night, we get some people coming in three to four times a week."

Growing the brand slowly

The business has been franchising for four years. It started with two stores and six have been opened.

"A line of people outside the store is hard to argue with," he says.

"A lot of our enquiries ask about multiple units. But we're tentative, we have no problem with offering help but need to know they are right for it. Franchisees understand that two to four stores can spread their operating costs.

"We prefer hospitality experience but definitely need some level of acumen, although procedures are getting easier."

Every brand has to have a digital focus, says Rossi. "It's adapt or die. Domino's has set the benchmark. There are a lot of third party providers but for smaller firms it's just not in our favour, the costs are too big. We're trying to develop our own proprietary systems. Going digital is an absolute must."