Pizza Factory

Pizza Factory is a U.S. pizza restaurant chain headquartered in Oakhurst, California. Its origins date to 1979, when Danny and Carol Wheeler acquired a restaurant near Yosemite National Park and operated it as Danny's Red Devil Pizza. Ron and Joyce Willey, frequent customers of the restaurant, opened a second location in Mariposa, California, in 1981 under the Pizza Factory name. The two couples subsequently began allowing other operators to use the name and helped establish additional restaurants in small communities in California's San Joaquin Valley. The founders developed Pizza Factory around a deliberately local and community-oriented model. Rather than concentrating primarily on large metropolitan markets, the company sought towns where populations were generally below 15,000, and later described its typical locations as communities with fewer than 25,000 residents. Restaurants were designed around visible food preparation, including hand-tossed pizza dough, and franchisees were encouraged to display local memorabilia, support school and community activities, and participate in local sports programs. This approach positioned the chain as a family and neighborhood restaurant rather than as a highly standardized urban fast-food concept. After concerns about maintaining food consistency and operational standards, the Wheelers and Willeys formally began franchising Pizza Factory in 1986. The chain grew across the western United States and had 36 franchised restaurants by 1988. It reached 45 restaurants across six states by 1989 and had expanded throughout the western region by 2000. Franchise support included training schools, an annual convention, regional meetings, and periodic field inspections led by franchise owners. The business used a comparatively low royalty rate for its franchise system, while requiring franchisees to make a substantial restaurant investment. A major ownership transition occurred in September 2012, when the founding families sold the company to Mary Jane Riva, a longtime franchisee and former member of Pizza Factory's marketing team. Riva became president and chief executive officer. At the time, the chain had approximately 111 restaurants in five western states. Under her leadership, Pizza Factory pursued cost reductions, advertising through television and direct mail, new restaurant development, a restaurant redesign, refreshed menus and signage, and a revival of the open-kitchen experience. The company also expanded its community-facing identity through the No Bully Zone anti-bullying initiative. Pizza Factory's menu centers on hand-tossed pizzas made with dough prepared fresh in each restaurant. Its offerings also include calzones, sandwiches, soups, appetizers, chicken wings, and the chain's Breadstix. Specialty pizzas include Fajita Chicken, Meat Lovers, Pesto & Garlic, and Western-Style BBQ Chicken. Some locations operate pizza and salad buffets. The brand's slogan is "We Toss 'Em, They're Awesome!" The company reported revenue of $60.3 million in 2015, according to contemporaneous reference material, and had 115 locations in six states by August 2016: Arizona, California, Idaho, Nevada, Oregon, and Washington. It later announced expansion plans involving Montana and additional small-town markets in Colorado, New Mexico, Texas, and Wyoming. In 2017, it entered a partnership with the San Jose Sharks to become the sole pizza provider at events held at SAP Center, while also promoting its anti-bullying program and men's health awareness. The chain had approximately 110 locations in October 2017. Current ownership, location count, and operating footprint beyond the referenced period are not established here.

Pizza Factory began in 1979 in Oakhurst, California, near Yosemite National Park. Danny and Carol Wheeler purchased an existing pizza restaurant for $5,000 and operated it as Danny's Red Devil Pizza. Ron and Joyce Willey were regular customers and opened a second restaurant in Mariposa in 1981, using the Pizza Factory name. By 1982, acquaintances were asking to open restaurants under the same name. The two couples initially licensed the name informally and helped new operators establish restaurants in small towns in the San Joaquin Valley. Carol Wheeler and Joyce Willey became concerned that rapid informal growth could undermine consistency in recipes and operations. Their concerns contributed to the decision by the two couples to create a formal franchise system in 1986. Pizza Factory continued to favor smaller communities, believing that its family-oriented model could establish strong local relationships without directly replicating the scale or positioning of major metropolitan restaurant chains. Locations commonly included visible preparation areas, where guests could watch pizza dough being tossed, and local decorations that connected each restaurant to its community. By 1988, the chain had 36 franchised restaurants in California, Arizona, Idaho, and Oregon. It supported franchisees through training schools, an annual convention, semiannual regional meetings, and quarterly inspections conducted by field directors who were also franchise owners. By May 1989, Pizza Factory had 45 restaurants in six states, adding Florida and Washington to its operating map. The company also launched its first significant advertising campaign, using television, newspapers, radio, and billboards. Its expansion remained measured because the founding couples wanted to retain close oversight, although they discussed long-term goals of reaching 200 locations. The brand expanded throughout the western United States during the 1990s and by 2000 had a presence across the region. In September 2012, Danny and Carol Wheeler and Ron and Joyce Willey sold the company to Mary Jane Riva for an undisclosed amount. Riva had first become a Pizza Factory franchisee in 1989 and later operated multiple restaurants. She had also worked with the company's marketing team and helped strengthen its presence in Southern California. Upon acquiring the business, she became president and chief executive officer. Riva's tenure brought an emphasis on operational efficiency, advertising, restaurant development, and brand modernization. The company planned new television and direct-mail activity, pursued additional stores, and introduced updated dinnerware, menus, merchandise, signs, and restaurant design elements in 2014. The open-kitchen concept was also revived. Riva promoted the No Bully Zone initiative, first introduced at one of her restaurants in 2009, across the chain through shirts, billboards, and school videos. Pizza Factory reported $60.3 million in revenue in 2015 and had 115 restaurants in six states by August 2016. The company continued to pursue western expansion, including plans involving Montana and other small-town markets. In 2017 it announced proposed restaurants in Billings and Kalispell, Montana, and broader development targets in Colorado, Montana, New Mexico, Texas, and Wyoming. That year it also partnered with the San Jose Sharks as the sole pizza provider for events at SAP Center. The cited historical material identifies approximately 110 locations in October 2017; later corporate developments are not established in this dossier.

• 2017

  San Jose Sharks partnership begins

  [1]Pizza Factoryen.wikipedia.org

  Pizza Factory announces a partnership making it the sole pizza provider at events at SAP Center.

• 2016

  Network reaches 115 locations

  [1]Pizza Factoryen.wikipedia.org

  The chain reports 115 restaurants in six U.S. states.

• 2014

  First major brand makeover

  [1]Pizza Factoryen.wikipedia.org

  Pizza Factory refreshes restaurant materials and signage and reintroduces its open-kitchen presentation.

• 2012

  Mary Jane Riva acquires the company

  [1]Pizza Factoryen.wikipedia.org

  A longtime franchisee purchases Pizza Factory and becomes its president and chief executive officer.

• 2000

  Expansion throughout the western United States

  [1]Pizza Factoryen.wikipedia.org

  Pizza Factory has expanded its restaurant network across the western United States.

• 1989

  Chain reaches 45 restaurants and begins broad advertising

  [1]Pizza Factoryen.wikipedia.org

  The company operates in six states and launches television, newspaper, radio, and billboard advertising.

• 1988

  Chain reaches 36 restaurants

  [1]Pizza Factoryen.wikipedia.org

  Pizza Factory operates 36 franchised restaurants across four states and develops training and inspection systems for franchisees.

• 1986

  Formal franchising begins

  [1]Pizza Factoryen.wikipedia.org

  The founding couples establish a formal franchise system to support growth while protecting product and operating consistency.

• 1981

  Second restaurant opens under the Pizza Factory name

  [1]Pizza Factoryen.wikipedia.org

  Ron and Joyce Willey open a location in Mariposa, California, establishing the Pizza Factory name.

• 1979

  Danny's Red Devil Pizza opens in Oakhurst

  [1]Pizza Factoryen.wikipedia.org

  Danny and Carol Wheeler acquire a restaurant near Yosemite National Park and begin the business that later becomes associated with Pizza Factory.

A community-oriented, family-focused pizza franchise emphasizing small-town locations, visible food preparation, local involvement, and fresh hand-tossed pizza.

• Pizza · 1979

  Hand-tossed pizza

  Pizza Factory's core product is made with dough prepared fresh daily at each restaurant and tossed by kitchen staff in view of customers. Pizzas are offered in sizes ranging from 8 to 16 inches, with both standard and specialty combinations. The visible preparation process is part of the brand's restaurant experience and supports its emphasis on freshness and informal family dining.

• Pizza

  Specialty pizzas

  Named specialty combinations cited for the chain include Fajita Chicken, Meat Lovers, Pesto & Garlic, and Western-Style BBQ Chicken. These offerings extend the menu beyond basic cheese and standard topping combinations while retaining the hand-tossed preparation associated with the brand.

• Entrées

  Calzones and sandwiches

  Calzones and sandwiches provide non-pizza entrée choices within the broader Italian-American restaurant menu. They are part of Pizza Factory's effort to serve groups and families with different preferences rather than operating solely as a single-product pizza outlet.

• Sides and starters

  Soups and appetizers

  The chain's supporting menu includes soups and appetizers such as chicken wings and Breadstix. These items complement pizza meals and contribute to the casual family-restaurant format.

• Buffet

  Pizza and salad buffet

  Some Pizza Factory locations offer a pizza and salad buffet. Availability varies by restaurant, making it a location-specific format rather than a uniformly documented chainwide product.

• 2017San Jose Sharks community partnership

  San Jose, California, United States

  A partnership with the San Jose Sharks connected Pizza Factory with events at SAP Center and supported promotion of No Bully Zone and men's health awareness.

  Outcome. Pizza Factory became the sole pizza provider for events at the venue beginning the following month.

  Source
• 2013No Bully Zone chainwide promotion

  United States

  Pizza Factory promoted an anti-bullying message through restaurant T-shirts, billboards, and school videos.

  Outcome. The program became a recurring community and social-awareness element of the brand.

  Source
• 2009No Bully Zone

  United States

  Mary Jane Riva introduced an anti-bullying program at her Pizza Factory restaurant in Temecula, California.

  Outcome. The initiative was later expanded across Pizza Factory restaurants.

  Source
• 1989First broad promotional campaign

  United States

  Pizza Factory used television, newspaper, radio, and billboard advertising as it expanded to 45 restaurants in six states.

  Outcome. The campaign accompanied continued growth and improved the chain's standing among U.S. franchisors, although no quantified campaign return is provided.

  Source

• 2017

  Pursue broader small-town expansionStrategy

  Background

  Pizza Factory aimed to grow beyond its established six-state footprint while continuing to prioritize smaller communities.

  Action taken

  The company announced proposed locations and development targets in Montana, Colorado, New Mexico, Texas, and Wyoming.

  Aftermath

  Plans included locations in Billings and Kalispell, Montana; the cited material does not establish the completion of all proposed projects.

  Source

• 2014

  Refresh restaurant design and customer experienceGeneration change

  Background

  The company sought to modernize its presentation while retaining the interactive preparation associated with its heritage.

  Action taken

  Pizza Factory introduced new dinnerware, menus, merchandise, and signs and revived the open-kitchen dough-tossing concept.

  Aftermath

  The refreshed format reinforced the brand's slogan and visible-preparation positioning.

  Source

• 2012

  Sell Pizza Factory to Mary Jane RivaM&A

  Background

  The founding owners transferred control after more than three decades of operating and expanding the chain.

  Action taken

  Mary Jane Riva, a longtime franchisee and marketing team member, purchased the company for an undisclosed amount and became chief executive officer.

  Aftermath

  Riva pursued cost reductions, advertising, new stores, brand modernization, and community-oriented marketing.

  Source

• 1986

  Formalize the franchise modelStrategy

  Background

  The founders wanted to expand while protecting consistency in food preparation and restaurant operations.

  Action taken

  The Wheeler and Willey families began formal franchising and established training, inspection, and meeting systems for franchisees.

  Aftermath

  The formal model supported expansion across the western United States and preserved the chain's small-town operating focus.

  Source

• 2017

  Pizza Factory announces Montana and additional small-town expansion[1]Pizza Factoryen.wikipedia.org

  Other

  The chain announced plans for locations in Billings and Kalispell, Montana, as part of a broader strategy covering several western and southwestern states.

• 2017

  Pizza Factory partners with the San Jose Sharks[1]Pizza Factoryen.wikipedia.org

  Campaign · Other

  Pizza Factory became the sole pizza provider for events at San Jose's SAP Center and used the partnership to promote No Bully Zone and men's health awareness.

• 2016

  Pizza Factory reports 115 restaurants in six states[1]Pizza Factoryen.wikipedia.org

  Other

  Pizza Factory reported 115 locations across Arizona, California, Idaho, Nevada, Oregon, and Washington, while expressing an ambition to double its footprint over five years.

• 2015

  Pizza Factory expands its western footprint[1]Pizza Factoryen.wikipedia.org

  Other

  The company reopened in Oregon and reported revenue of $60.3 million for 2015 in the cited reference material.

• 2014

  Pizza Factory introduces restaurant redesign and refreshed brand materials[1]Pizza Factoryen.wikipedia.org

  Product generation

  The chain introduced new dinnerware, menus, merchandise, and signage, and restored its open-kitchen presentation in restaurants.

• 2013

  Pizza Factory announces post-acquisition growth and marketing plans[1]Pizza Factoryen.wikipedia.org

  Campaign

  Following the ownership change, the company planned cost reductions, expanded advertising, and the addition of 15 to 20 restaurants in the western United States.

• 2012

  Pizza Factory is sold to longtime franchisee Mary Jane Riva[1]Pizza Factoryen.wikipedia.org

  M&A · Leadership change

  The founding families sold Pizza Factory to longtime franchisee and marketing team member Mary Jane Riva, who became president and chief executive officer.

1. 1Pizza Factoryen.wikipedia.org