New York Pizza

New York Pizza is a Dutch fast-food brand built around pizza delivery, takeaway and franchise-operated restaurants. The company began in 1993 when Richard Abram and brothers Max and Philippe Vorst opened an outlet on the Spui in Amsterdam. Its initial concept centered on accessible, New York-inspired pizza sold through a recognizable chain format. The business expanded its service proposition in 1996 when it began delivering pizzas, making home delivery a central part of the brand rather than an ancillary service. The chain’s assortment extends beyond pizza. Depending on the location and market, New York Pizza offers pasta, sandwiches and salads alongside its core pizza range. The brand’s operating model is based primarily on franchising: individual outlets are run by franchisees, while the wider organization supports the network through its brand, supply infrastructure and operating formula. This model enabled New York Pizza to develop a substantial delivery and takeaway footprint in the Netherlands and later pursue expansion in neighboring European markets. A notable part of the company’s infrastructure is Euro Pizza Products, its wholesaling and dough-production operation. The facility supplies dough to New York Pizza outlets and also serves other restaurant chains in Europe, giving the group a vertically integrated element in production and distribution. In 2000, New York Pizza expanded its business through the takeover of the Mama Joe Pizza and Pasta chain. The company’s international development has included several stages in Germany. New York Pizza opened its first German outlet in Cologne in 2014, but discontinued its German operations after three years. It returned to Cologne with a new attempt in March 2018. The German business later expanded significantly following Orkla’s acquisition of New York Pizza in 2021. In September of that year, Stückwerk was acquired, followed one month later by the Pizza Planet and Flying Pizza chains. These transactions increased the number of German locations from four to 107, according to the referenced account, and marked a shift from establishing individual outlets to building a broader multi-brand and multi-chain platform. In 2020, New York Pizza also opened an outlet in Leuven, Belgium, extending its physical presence beyond the Netherlands and Germany. In 2021, the Norwegian company Orkla acquired New York Pizza. The brand was subsequently transferred to Orkla’s Consumer & Financial Investments business together with the Finnish pizza company Kotipizza. New York Pizza therefore operates within a larger food-service and consumer-investment structure while retaining its identity as a pizza-focused chain. Its core proposition remains convenient pizza for delivery and takeaway, supported by franchising, centralized supply capabilities and expansion through acquisitions.

New York Pizza was established in Amsterdam in 1993 by Richard Abram and brothers Max and Philippe Vorst. Its first outlet opened on the Spui, introducing a chain concept focused on pizza in the Dutch fast-food market. The company added delivery in 1996, a move that became important to its later identity as a delivery and takeaway operator. Rather than relying exclusively on company-owned restaurants, New York Pizza developed through a franchise structure in which individual outlets are operated by franchisees. The company broadened its corporate and operating base in 2000 by taking over the Mama Joe Pizza and Pasta chain. Its assortment also expanded beyond pizza to include pasta, sandwiches and salads. Behind the retail network, New York Pizza developed Euro Pizza Products, a wholesaler and dough factory that supplies the chain and other European food-service businesses. This supply operation gave the brand control over an important part of its production chain while creating an additional business-to-business role. New York Pizza’s international expansion has been uneven. The first German branch opened in Cologne in 2014, but German operations were discontinued after three years. The company returned to the German market with another Cologne opening in March 2018. In 2020, it opened a branch in Leuven, Belgium. The German operation later changed scale after Orkla acquired New York Pizza in 2021. Orkla’s subsequent acquisition of Stückwerk in September and Pizza Planet and Flying Pizza in October expanded the German network from four reported New York Pizza branches to 107 locations across the relevant operating platform. The 2021 acquisition placed New York Pizza within Orkla’s Consumer & Financial Investments business alongside Finnish pizza company Kotipizza. The available reference material does not identify current individual executives, detailed financial results or a separate corporate headquarters for the brand. New York Pizza’s documented business remains centered on franchised pizza outlets, delivery and takeaway, supported by centralized supply capabilities and expansion through acquisitions.

• 2021

  Orkla acquires New York Pizza

  [1]New York Pizzaen.wikipedia.org

  The Norwegian company Orkla acquires New York Pizza and places it within Consumer & Financial Investments alongside Kotipizza.

• 2021

  German chain acquisitions expand the network

  [1]New York Pizzaen.wikipedia.org

  Stückwerk is acquired in September, followed by Pizza Planet and Flying Pizza in October, increasing the reported German network from four to 107 locations.

• 2020

  Belgian presence begins

  [1]New York Pizzaen.wikipedia.org

  The chain opens a branch in Leuven, Belgium.

• 2018

  German expansion is relaunched

  [1]New York Pizzaen.wikipedia.org

  New York Pizza makes a new entry into Germany with a Cologne branch in March.

• 2017

  Initial German operation is discontinued

  [1]New York Pizzaen.wikipedia.org

  After three years, the company ends its first German operating attempt.

• 2014

  First German branch opens

  [1]New York Pizzaen.wikipedia.org

  New York Pizza enters Germany with a branch in Cologne.

• 2000

  Mama Joe Pizza and Pasta is taken over

  [1]New York Pizzaen.wikipedia.org

  The company expands through the takeover of the Mama Joe Pizza and Pasta chain.

• 1996

  Pizza delivery begins

  [1]New York Pizzaen.wikipedia.org

  New York Pizza adds delivery, strengthening the convenience and home-delivery component of its business model.

• 1993

  First New York Pizza outlet opens in Amsterdam

  [1]New York Pizzaen.wikipedia.org

  Richard Abram and brothers Max and Philippe Vorst open the first outlet on the Spui in Amsterdam.

A franchised, convenience-oriented pizza chain combining delivery and takeaway outlets with centralized dough production and supply operations.

• Core food offering · 1993

  Pizza

  Pizza is New York Pizza’s central product and the basis of its delivery, takeaway and franchise-store proposition. The brand’s chain format was established around pizza sales and later reinforced by its own dough-production and wholesaling operation, Euro Pizza Products.

• Italian-style prepared food

  Pasta

  Pasta forms part of the assortment alongside pizza. Its presence reflects the brand’s broader positioning as a fast-food operator serving familiar Italian-style dishes rather than pizza alone.

• Fast food

  Sandwiches

  Sandwiches are included in the chain’s documented product assortment, providing an alternative to pizza and pasta for takeaway and delivery customers.

• Side and light meal

  Salads

  Salads complement the chain’s main hot-food offerings and broaden the menu for customers seeking a lighter option or an accompaniment to pizza.

• Food-service supply

  Euro Pizza Products dough and supply operation

  Euro Pizza Products is New York Pizza’s wholesaler and dough factory. It supports the brand’s own outlets and also supplies dough to other European restaurant chains, making it a production and distribution asset rather than a consumer-facing menu line.

• 2021

  Orkla acquisition and transfer to Consumer & Financial InvestmentsM&A

  Background

  New York Pizza had an established Dutch franchise and delivery network and was pursuing expansion in Germany and Belgium. Orkla acquired the brand and grouped it with Kotipizza within Consumer & Financial Investments.

  Action taken

  Orkla completed the acquisition and transferred New York Pizza to its Consumer & Financial Investments business.

  Aftermath

  The acquisition was followed by German chain transactions involving Stückwerk, Pizza Planet and Flying Pizza, with the reported German network growing from four to 107 locations.

  Source

• 2021

  Acquisition of German pizza chainsM&A

  Background

  After Orkla acquired New York Pizza, the company’s German growth strategy shifted toward acquiring existing chains and their outlet networks.

  Action taken

  Stückwerk was acquired in September, followed a month later by Pizza Planet and Flying Pizza.

  Aftermath

  The reported number of German branches increased from four to 107, substantially enlarging the brand’s German operating platform.

  Source

1. 1New York Pizzaen.wikipedia.org