• FE&S’ 2016 DSR of the Year: Mark Claus, Project Manager/Sales Engineer, Breckenridge Kitchen Equipment & Design

  • Facility Design Project of the Month: Minneapolis Public Schools

  • Andy Dalton, National Sales, C&T Design and Equipment Co., Cincinnati

  • On-Site Profile: Garden Atrium at the University of Vermont Medical Center

Blog Network

jCarbonara
Joe Carbonara

The Changing Role of Foodservice

Foodservice really isn’t foodservice. In the recent past, as the name implies, foodservice operations simply provided food as a service to their customers, whether that took the form of a restaurant, a cafeteria, patient feeding, etc. Today, however, executing that menu represents but one small ingredient in a foodservice operation’s recipe for success.

Read more...

jMartinez
Juan Martinez

Is Supplier Consolidation Good or Bad?

The foodservice equipment and supplies industry has experienced a significant amount of consolidation of late. In fact, during the month of June, FE&S reported on four dealers buying five different companies. Rapid consolidation like this can make one wonder: If this keeps going on, will there only be one equipment supplier standing? Read more...

jStiegler
Jerry Stiegler

Growth Expected in Foodservice Sales, Food Away From Home Outpacing Grocery, Economic News and More

Restaurants are No.1 with U.S. consumers. Technomic predicts foodservice sales will grow 4.8 percent. Prices for food away from home continue to outpace grocery prices. Different generations have different perceptions of the dinner meal occasion according to The NPD Group. These stories and a whole lot more This Week In Foodservice.

Read more...

Highlights

Chain Innovators: Extreme Pizza

Extreme Pizza's take-and-bake business was launched in 1994 and didn't take off as anticipated — and after six months company founder Todd Parent was not above tweaking the concept.

Extreme PizzaExtreme Pizza ultimately became a fast-casual specialty pizza operator that capitalizes on the newest equipment and technology to stay true to its smaller footprint.

"We started with deck ovens, but there were challenges operationally, so we realized these would not work for us," Parent says. "Our vendor introduced us to conveyor ovens, which improved our speed of service. We also switched from hand-rolling dough to using sheeters, which increased our throughput."

Although Extreme Pizza's small footprints have helped keep costs down during the turbulent economy, one of the chain's franchisees recently launched a full-service site that has become one of the chain's best-producing units.

"We launched this larger concept, going with our 'never say never' attitude, after a franchisee in Wilmington, Del., came to us with the idea," Parent says. "It's nice to know this model variation works really well."

Extreme Pizza's concept stemmed from Parent's love of the outdoors and extreme sports. He had an epiphany after visiting France and seeing crepe stands on every corner. "While I knew the U.S. wasn't ready for a crepe revolution, it was my inspiration. There was incredible food at a reasonable price on every corner, and I wanted to bring that back to the states," Parent says.

The menu's 20 signature pizzas each have a subtle story that led to their creation. For example, the popular Pandora's Box Mediterranean-style pie that includes garlic, spinach, sun-dried tomatoes, artichoke hearts and feta, gets its name from both Greek mythology and an epic Colorado ski run.

Extreme Pizza's research and development team regularly produces new pizza varieties and looks to customers for suggestions. Quarterly contests between corporate store managers and franchisees provide a steady stream of innovative ideas so the brand remains fresh.

Fast Facts

  • Year founded: 1994
  • Headquarters: San Francisco
  • Menu specialties: Gourmet pizza, salads, sandwiches, calzones, wings, desserts
  • Service Model: Quick service, fast-casual
  • Units: 41
  • 2010 sales: $21 million
  • 2010 growth: Revenue grew by 6 percent and the company experienced unit growth of 10 percent.
  • Projected 2011 growth: 11 percent revenue growth, 25 units expected to open this year
  • Key expansion markets: Southern California, Delaware, New Jersey, Virginia
  • Average unit size: 1,400–1,800 sq. ft.
  • Average kitchen space: 800–1,000 sq. ft.
  • Average covers per day: 120
  • Average check: $22
  • Total equipment investment per unit: $80,000–$100,000 (includes POS)
  • Total unit cost: $150,000 (approximately)

Key Players

  • President and CEO: Todd Parent
  • Director of Store Operations: Derrick Wiley (San Francisco and Peninsula stores)
  • Marketing Director: Nicole Lomonaco
  • Human Resources: Suzanne Duhig
  • Operations & East Bay Stores: Matt Thornton
  • Smallwares & Equipment: TriMark Economy and Avanti Restaurant Solutions
  • Food Distributor: US Food
  • Architect: Torres Architects
  • Design: Nicole Lomonaco & Torres Architects
Related Articles