PizzaRev: Fast-casual eatery all fired up for growth
Fully customized pizzas tailored to each guest’s liking, served up in minutes. That’s the idea behind PizzaRev, a Los Angeles-based fast-casual pizza chain whose “build-your-own” approach is bringing food customization to a new level.
The company was founded in 2012 by former Clear Channel Entertainment executives Rodney Eckerman and Irv Zuckerman based on an idea from Eckerman’s restaurateur son, Nicholas Eckerman, who serves as the COO. After testing and fine-tuning the concept in three locations (and an investment by Buffalo Wild Wings), PizzaRev is on a fast track. It has 31 locations up and running and plans to double its footprint by year-end.
“Our expansion this year includes entrances into five new states: Massachusetts, Nevada, New York, Ohio and Tennessee, along with our debut in Mexico,” said CEO Rodney Eckerman.
GROWTH: The growth strategy calls for both corporate- and franchised-owned locations. The company primarily seeks out endcap sites with high visibility in power centers, specifically locations with mature, fast-casual co-tenants.
But in today’s highly competitive retail real estate environment, the chain is also open to exploring other viable, alternative sites. It will, for example, open its first food court location this year, at CambridgeSide Galleria, in Cambridge, Massachusetts.
PizzaRev eateries average about 2,200 sq. ft. and have a simple, modern look. Exposed ceilings, concrete floors and natural tones give the space an inviting, but minimalist, atmosphere. The intent is to put all the attention on the main attraction.
“Our focus is on providing the guest an interactive pizza experience unlike they have ever had,” Eckerman said.
CUSTOMIZATION: The experience puts the customer in charge. It provides patrons with plenty of options for crafting their own pizza, starting with the selection of the crust and sauce. From there, customers go on to choose from an array of cheeses and 30-plus artisanal toppings, with everything on display and each pizza assembled in plain sight of the customer. In a big selling point: Each pizza costs $8.25, regardless of the number and type of toppings.
“Most unique to PizzaRev, and what enables the restaurant’s unprecedented speed of service, is our custom-built, high-degree stone hearth oven,” Eckerman explained. “Guests watch the dancing flames in the background as their pizzas are fired to a perfect, Roman-style crispiness in less than three minutes.”
PizzaRev does not lack for competition. In an industry traditionally dominated by delivery and take-out companies, the fast-casual pizza segment has exploded in recent years.
But with its emphasis on customization; fresh, quality ingredients; healthy options (gluten-free crust); and sleek store design, PizzaRev seems to have hit many of the sweet spots of today’s consumers.
“Our points of differentiation include our commitment to revolutionary ideas and innovation, which is changing the way people think about pizza,” said Eckerman. “And we continue to push the envelope with cleaner ingredients and a fully customized dining experience.”
NEW ITEMS: The company rolled out a number of product enhancements in 2015, from julienne-cut vegetables to a gluten-free, all-natural meatball made from beef raised without antibiotics and hormones. It also added custom hot sauces on its “Rev It Up” counter, where customers can put the finishing touches on their pizzas.
PizzaRev is bullish on its future. The company currently has 150 units in various stages across the United States and Mexico.
“Ultimately, of course, unit potential in the U.S. will be dependent upon real estate availability, restaurant saturation and growth from the competition,” said Eckerman. And with pizza a universal favorite, Eckerman is confident PizzaRev would work overseas.
“Mexico is our first priority for international expansion, as we have signed two franchise groups to develop a combined 40 units,” he added. “But we certainly see opportunity to expand our brand overseas after we gain a substantial footprint in the United States and Mexico.”