Blackjack Pizza

Blackjack Pizza is an American pizza delivery brand founded in Colorado in 1983 by Vince Schmuhl, a former Domino's Pizza delivery driver and business graduate. Schmuhl established the company because Domino's was then the only major pizza-delivery operator with a substantial presence in the Rocky Mountain region, and he believed customers would value a locally rooted alternative. His parents, Jim and Wilma Schmuhl, provided $10,000 in exchange for equity to help launch the business. The first Blackjack Pizza location opened in Federal Heights, Colorado, on June 29, 1983. A second restaurant opened in Greeley by February 1984. The name was chosen as a reference to blackjack, a card game, while also creating a deliberate contrast with Domino's, another restaurant brand named after a game. The original slogan, "Finally, there's a new game in town," made that competitive positioning explicit and presented the chain as a new option in a concentrated delivery market. Blackjack expanded during the 1980s, reaching six company-operated stores and one franchised location by 1986. In 1988, the company began franchising more extensively by selling several corporate stores to franchisees. This shifted the business from a primarily company-operated chain toward a franchise-supported regional system. Its corporate headquarters was located in the Castlewood area of unincorporated Arapahoe County near Englewood by 1999; that territory later became part of Centennial, Colorado, after the city incorporated in 2001. The brand competed through delivery convenience, value-oriented pricing, and regional identity. Its later tagline, "Better Pizza, Better Price," emphasized affordability, while advertising frequently used local or Colorado associations. Denver Broncos wide receiver Rod Smith appeared in Blackjack commercials for several years, using the line "Stick with the home team." In October 2008, Blackjack replaced that campaign with advertising featuring the cast of Impulse Theater. Blackjack also supported regional charitable and community initiatives. Its promotions generated donations for the Bonfils Blood Center Foundation and Children's Hospital Colorado, and the company sponsored a Future Farmers of America program in Fort Morgan. These activities complemented the chain's local-market identity rather than representing a separate national corporate platform. On January 1, 2013, Blackjack Pizza was acquired by Askar Brands, a Michigan-based company. Public reference material reported that Blackjack operated 45 stores across five states in 2018. The available sources do not establish the chain's current store count, ownership arrangements beyond the Askar Brands acquisition, or whether all historical locations remain active. Accordingly, its present operating status and geographic footprint require verification.

Blackjack Pizza originated in Colorado in the early 1980s. Its founder, Vince Schmuhl, had worked as a Domino's delivery driver while attending the University of Northern Colorado. After completing a business degree in 1981 and finding limited employment opportunities, he decided to create another pizza-delivery option for the Rocky Mountain region. His parents, Jim and Wilma Schmuhl, supplied $10,000 in exchange for equity, providing the initial capital for the venture. Schmuhl named the business after blackjack, both to signal a fast-food concept and to distinguish it from Domino's. The two names also created a deliberate gaming association: blackjack and dominoes are both games. The first Blackjack Pizza store opened in Federal Heights, Colorado, on June 29, 1983. The company added a Greeley location by February 1984. Its early slogan, "Finally, there's a new game in town," directly communicated the brand's role as an alternative to the dominant pizza-delivery company in the region. The chain grew during its first several years. By 1986, it had six corporate stores and one franchisee. In 1988, Blackjack began a more formal franchising phase, selling several company-operated stores to franchisees. Franchising enabled the brand to extend its reach while reducing reliance on wholly corporate-owned restaurants. By 1999, the company's headquarters was in the Castlewood area of unincorporated Arapahoe County near Englewood. Castlewood later became part of Centennial, Colorado, when Centennial incorporated in 2001. Blackjack's business model centered on pizza delivery and carryout, with a value proposition reflected in the later tagline "Better Pizza, Better Price." Its marketing also stressed regional affiliation. Denver Broncos wide receiver Rod Smith appeared in advertisements until 2008 and used the phrase "Stick with the home team." In October of that year, the company introduced a replacement campaign featuring performers from Impulse Theater. The brand participated in community fundraising and sponsorships. In 2005, an 80 Cent Pizza Promotion generated an $8,842.40 donation for the Bonfils Blood Center Foundation. In 2006, the franchise connected the Children's Hospital Special to a one-dollar donation to Children's Hospital in Aurora, Colorado, for each qualifying order. Blackjack also sponsored a Future Farmers of America program in Fort Morgan. A Littleton Blackjack Pizza workplace became part of the broader public narrative surrounding the 1999 Columbine High School massacre because two perpetrators had been employees there. Reporting on the case described indirect social connections formed through the workplace, including a connection to individuals involved in the acquisition of a firearm later used in the attack. The available reference does not describe the restaurant as responsible for the crime or accuse the company of wrongdoing. On January 1, 2013, Blackjack Pizza was acquired by Askar Brands, a Michigan-based company. The chain was reported to have 45 stores in five states in 2018. The available material does not provide sufficiently current information to confirm its present store count, headquarters, website, executive leadership, or operating status.

• 2018

  Reported five-state footprint

  [1]Blackjack Pizzaen.wikipedia.org

  Reference material reported 45 Blackjack Pizza stores operating across five states.

• 2013

  Acquisition by Askar Brands

  [1]Blackjack Pizzaen.wikipedia.org

  Askar Brands acquired Blackjack Pizza on January 1, 2013.

• 2006

  Children's Hospital fundraising offer

  [1]Blackjack Pizzaen.wikipedia.org

  The Children's Hospital Special directed one dollar from each qualifying order to Children's Hospital in Aurora, Colorado.

• 2005

  Blood-center fundraising promotion

  [1]Blackjack Pizzaen.wikipedia.org

  The 80 Cent Pizza Promotion raised $8,842.40 for the Bonfils Blood Center Foundation.

• 1988

  Blackjack begins franchising

  [1]Blackjack Pizzaen.wikipedia.org

  The company expanded its franchise model by selling several corporate stores to franchisees.

• 1986

  Early corporate and franchise expansion

  [1]Blackjack Pizzaen.wikipedia.org

  The company had grown to six corporate stores and one franchised location.

• 1984

  Second location opens in Greeley

  [1]Blackjack Pizzaen.wikipedia.org

  By February 1984, Blackjack Pizza had opened a second store in Greeley, Colorado.

• 1983

  First Blackjack Pizza store opens

  [1]Blackjack Pizzaen.wikipedia.org

  The first Blackjack Pizza location opened in Federal Heights, Colorado, on June 29, establishing the regional delivery chain.

A regional, value-oriented pizza delivery chain positioned as a local alternative to larger national pizza brands, with emphasis on convenience, competitive pricing, and Colorado and Rocky Mountain community identity.

• Core menu · 1983

  Pizza

  Blackjack Pizza's central offering is made-to-order pizza sold primarily through delivery and carryout restaurants. The brand's value-oriented identity and tagline connect the core product to competitive pricing and convenience. Specific current recipes, sizes, toppings, and nutritional information are not established by the supplied reference material.

• Promotional meal offer · 2006

  Children's Hospital Special

  The Children's Hospital Special was a promotional Blackjack Pizza offer associated with a charitable contribution. In 2006, the franchise donated one dollar to Children's Hospital in Aurora, Colorado, whenever customers ordered the special. The supplied sources do not specify the exact food composition or whether the offer remains available.

• Complementary menu

  Side items and beverages

  Like other delivery-oriented pizza restaurants, Blackjack locations have been associated with complementary items such as breadsticks, salads, and soft drinks. The supplied reference confirms the pizza-delivery business but does not document a complete or current menu, so individual side offerings should be verified by location.

• 1999

  Indirect connection to the Columbine case

  Two perpetrators of the Columbine High School massacre had worked at a Blackjack Pizza store in Littleton. Public accounts connected workplace acquaintances to people involved in the later acquisition of a weapon used in the attack. The available reference does not allege that Blackjack Pizza or its management participated in, enabled, or were responsible for the crime.

  Source

Read more

• 2008Impulse Theater advertising campaign

  Colorado · United States

  Blackjack Pizza replaced its earlier Rod Smith advertising with a campaign featuring the cast of Impulse Theater.

  Outcome. The campaign replaced the Rod Smith ads beginning in October 2008; further performance information is unavailable.

  Source
• 2006Children's Hospital Special

  Colorado

  The promotion linked qualifying customer orders to a charitable donation benefiting Children's Hospital in Aurora.

  Outcome. The franchise committed one dollar per qualifying order to the hospital.

  Source
• 200580 Cent Pizza Promotion

  Colorado

  Blackjack used a promotional pizza offer to raise money for the Bonfils Blood Center Foundation.

  Outcome. The promotion produced an $8,842.40 donation.

  Source
• 1983Finally, there's a new game in town

  Colorado · Rocky Mountain region

  The original slogan framed Blackjack Pizza as a new competitor to Domino's and used the shared game-related associations of the two brand names to explain the company's positioning.

  Outcome. The slogan established the brand's early alternative-to-Domino's identity.

  Source

• 2013

  Acquisition by Askar BrandsM&A

  Background

  Blackjack Pizza remained a regional pizza-delivery chain with corporate and franchised stores.

  Action taken

  Askar Brands, a Michigan-based company, acquired the brand on January 1, 2013.

  Aftermath

  The chain was later reported to operate 45 stores in five states in 2018. The supplied material does not establish subsequent ownership changes or current operations.

  Source

• 2008

  Change in advertising spokesperson and creativeStrategy

  Background

  Blackjack had used Denver Broncos wide receiver Rod Smith in advertising with the line "Stick with the home team."

  Action taken

  In October 2008, the chain introduced advertising featuring the cast of Impulse Theater.

  Aftermath

  The new campaign replaced the Rod Smith creative; no sales or brand-performance results are documented in the supplied sources.

  Source

• 1988

  Adoption of a broader franchise modelStrategy

  Background

  After growing through corporate locations, Blackjack Pizza sought to extend its regional footprint through franchise ownership.

  Action taken

  The company sold several corporate stores to franchisees and began operating as a franchisor.

  Aftermath

  Franchising became an important part of the chain's expansion, although the supplied sources do not quantify its later corporate-to-franchise mix.

  Source

1. 1Blackjack Pizzaen.wikipedia.org