Pizza-La

Pizza-La is a Japanese pizza delivery chain operated under Four Seeds Inc. and headquartered in Tokyo. The brand was created after Hidenori Asano, chairman of its parent company, became interested in the pizza-delivery model after seeing Domino's Pizza featured in the film E.T. the Extra-Terrestrial. Asano had initially considered opening a directly managed Domino's-related operation in Japan, but Domino's had already secured Japanese franchising rights by 1985. He therefore established an independent chain, opening Pizza-La's first store in the Mejiro district of Toshima, Tokyo, in April 1987. The name Pizza-La combines the word "pizza" with "Godzilla," reflecting a distinctly Japanese naming approach rather than a simple imitation of an overseas chain. National expansion began in December 1989 with a store in Tsuchizaki, Akita. Television advertising began in 1991, using the memorable Japanese delivery slogan "ピザーラお届け!!" and a succession of actors and entertainment figures. The brand's broader English slogan emphasizes customized toppings and delivery directly from the oven to the customer's home. Its mascot is Pizza-La-kun. Pizza-La built its business primarily around home delivery, with stores preparing pizzas for nearby delivery areas. According to the cited reference material, the chain had 552 Japanese stores by 2012. By 2015 it had expanded into most Japanese prefectures, although it was not present in Aomori, Fukui, Tottori, Shimane, Kagawa, Ehime, Kochi, Saga, or Oita at that time. Pizza-La therefore developed a national footprint while retaining a locally managed, neighborhood-delivery character. The brand has also experimented with formats beyond conventional delivery outlets. Pizza-La Style take-out stores began operating in 2020, commonly inside supermarkets. Pizza-La Caravan food trucks extend the brand beyond its regular delivery territory and have served remote areas, including the Izu Islands. The company has participated in experiential and location-based partnerships, including a pizza-preparation activity at KidZania Tokyo beginning in 2006 and a themed outlet at Fuji-Q Highland near the Tondemina ride. Its broader marketing and sponsorship activity has included former sponsorship of the bowling program Bowling Revolution P★League. Pizza-La's history also includes a significant food-safety and reputation crisis in 2013. Two part-time workers at the Higashiyamato branch in Tokyo posted images of themselves inside a sink and refrigerator at the store. The images spread online, prompting a public apology, temporary closure, disposal of stored food, and disinfection. The franchisee subsequently suffered a loss of consumer trust, suspended operations in 2015, and entered bankruptcy proceedings in 2016. The episode illustrates the operational and reputational risks faced by food-delivery chains whose customer experience depends on both brand standards and franchise-level conduct. Pizza-La remains principally a Japan-focused pizza and food-delivery brand. Its competitive identity rests on delivery convenience, a broad topping-oriented menu, recognizable Japanese advertising, and adaptations such as take-out shops and mobile food trucks. The available reference material does not establish current store counts, current executives, financial performance, or an official website URL.

Pizza-La emerged from the growth of pizza delivery in Japan during the 1980s. Hidenori Asano, who later served as chairman of parent company Four Seeds Inc., was inspired by the appearance of Domino's Pizza in E.T. the Extra-Terrestrial. He initially considered developing a directly managed Domino's-related operation, but Domino's had already applied for Japanese franchising rights in 1985 and had begun operating there. Asano consequently chose to establish a separate Japanese chain. The first Pizza-La store opened in April 1987 in Mejiro, Toshima, Tokyo. The brand name joined "pizza" with "Godzilla," giving the chain a locally distinctive identity. Expansion beyond Tokyo began in December 1989, when Pizza-La opened a store in Tsuchizaki, Akita. Television commercials followed in 1991 and popularized the delivery phrase "ピザーラお届け!!". The advertising program used a variety of actors and helped make the chain recognizable beyond its immediate operating areas. Pizza-La expanded through a network of delivery stores serving defined local territories. The cited reference records 552 stores in Japan by 2012. By 2015, the chain had reached all but nine Japanese prefectures: Aomori, Fukui, Tottori, Shimane, Kagawa, Ehime, Kochi, Saga, and Oita. This expansion made Pizza-La one of Japan's largest pizza chains and, according to the reference material, the country's second-largest pizza chain after Domino's Pizza. Although delivery remains the core format, Pizza-La has added other channels. Pizza-La Style take-out stores have operated since 2020, often within supermarkets. Pizza-La Caravan food trucks serve areas outside standard delivery ranges and have traveled to remote locations such as the Izu Islands. The company has also used branded experiences and partnerships. KidZania Tokyo introduced a Pizza-La-sponsored pizza-making activity in 2006, while a Pizza-La outlet at Fuji-Q Highland offers a themed pizza near the Tondemina pendulum ride. The chain was also a former sponsor of Bowling Revolution P★League. A major reputational incident occurred in August 2013. Two part-time employees at the Higashiyamato branch in Tokyo photographed themselves inside the store's sink and refrigerator, and the images circulated through Twitter and online bulletin boards. The company issued a public apology the next day, temporarily closed the branch, disposed of preserved foods, and arranged cleaning and disinfection. The workers were dismissed by August 30. Related images reportedly showed the same individuals inside display and refrigeration areas at a Seiyu supermarket in Ome. The franchisee later suspended business in October 2015 and commenced bankruptcy proceedings in July 2016. The incident is associated with Pizza-La's brand history because it exposed the vulnerability of a consumer-facing chain to employee misconduct at the franchise level. Pizza-La's documented development is therefore characterized by domestic entrepreneurship, rapid geographic expansion, mass-market advertising, and experimentation with delivery-adjacent formats. The available material does not provide a complete account of current ownership, leadership, finances, present store numbers, or recent corporate strategy.

• 2020

  Pizza-La Style take-out format operates

  [1]Pizza-Laen.wikipedia.org

  Pizza-La operates take-out stores, many located inside supermarkets.

• 2013

  Higashiyamato branch food-safety incident

  [1]Pizza-Laen.wikipedia.org

  Images of employees inside store equipment spread online, prompting closure, disposal, disinfection, and dismissals.

• 2012

  Chain reaches 552 Japanese stores

  [1]Pizza-Laen.wikipedia.org

  The cited reference reports that Pizza-La had opened 552 stores in Japan by this year.

• 2006

  KidZania Tokyo partnership begins

  [1]Pizza-Laen.wikipedia.org

  KidZania Tokyo introduces a Pizza-La-sponsored pizza-preparation activity.

• 1991

  Television advertising begins

  [1]Pizza-Laen.wikipedia.org

  Pizza-La starts television commercials built around its Japanese delivery slogan and rotating cast of actors.

• 1989

  National expansion begins

  [1]Pizza-Laen.wikipedia.org

  The chain begins expansion into the Japanese national market with a store in Tsuchizaki, Akita.

• 1987

  First Pizza-La store opens

  [1]Pizza-Laen.wikipedia.org

  Pizza-La opens its first store in Mejiro, Toshima, Tokyo, in April.

• 1985

  Domino's applies for Japanese franchising rights

  [1]Pizza-Laen.wikipedia.org

  Domino's had already applied for Japanese franchising rights, influencing Hidenori Asano's decision to create an independent pizza chain.

A Japan-focused, convenience-led pizza brand emphasizing varied toppings, oven-fresh delivery, recognizable entertainment-oriented advertising, and access through delivery, take-out, and mobile formats.

• Pizza delivery · 1987

  Pizza-La delivery pizzas

  The core Pizza-La offering consists of prepared pizzas ordered for delivery from neighborhood stores. The brand emphasizes customer-selected combinations of toppings and delivery from the oven to the customer's home. The available reference identifies pizza delivery as the chain's primary operating model but does not provide a complete current menu or individual product specifications.

• Take-out pizza · 2020

  Pizza-La Style

  Pizza-La Style is a take-out store format introduced during the 2020 period. These outlets are commonly situated inside supermarkets and provide a non-delivery channel for the brand's pizzas. The format broadens customer access while retaining Pizza-La's core food offering.

• Mobile food service

  Pizza-La Caravan

  Pizza-La Caravan is a food-truck format used outside the chain's ordinary delivery territories. The trucks have been deployed to remote areas in Japan, including the Izu Islands, allowing Pizza-La to reach customers where a permanent delivery store may not be practical.

• 2013

  Higashiyamato branch employee misconduct incident

  Two part-time workers at Pizza-La's Higashiyamato branch in Tokyo posted images of themselves inside the store's sink and refrigerator. The images spread online, leading to a public apology, temporary branch closure, disposal of preserved foods, and cleaning and disinfection. Both employees were dismissed by the end of August.

  Source

Read more

• 2006KidZania Tokyo pizza-making activity

  Japan

  Pizza-La sponsored a pizza-preparation activity at the Tokyo branch of KidZania, connecting the brand with children's educational entertainment and hands-on food preparation.

  Source
• 1991Pizza-La television advertising

  Japan

  Pizza-La began television commercials using the Japanese slogan "ピザーラお届け!!" and a variety of actors. The advertising reinforced delivery as the central promise of the brand.

  Outcome. The campaign became part of Pizza-La's recognizable domestic brand identity.

  Source
• Fuji-Q Highland themed outlet

  Japan

  Pizza-La operated a store beside Fuji-Q Highland's Tondemina pendulum ride and offered a themed pizza whose sausages were arranged to evoke the ride's rotating disk.

  Source
• Bowling Revolution P★League sponsorship

  Japan

  Pizza-La was a former sponsor of the Japanese bowling program Bowling Revolution P★League.

  Source

• 2020

  Expansion into supermarket-based take-out storesStrategy

  Background

  Pizza-La had historically centered its operations on home delivery.

  Action taken

  The brand introduced Pizza-La Style take-out stores, often located inside supermarkets.

  Aftermath

  The format added a retail pick-up channel alongside traditional delivery, although the available reference does not quantify its scale.

  Source

• 2013

  Response to Higashiyamato branch incidentOther

  Background

  Images of employees inside food-service equipment at a franchised branch circulated online and created a food-safety and trust crisis.

  Action taken

  Pizza-La apologized, temporarily closed the branch, disposed of preserved foods, and disinfected the sink and refrigerator.

  Aftermath

  The employees were dismissed, while the franchisee later suspended business and entered bankruptcy proceedings.

  Source

• 1987

  Establishment of an independent Japanese pizza chainStrategy

  Background

  Hidenori Asano had considered a directly managed Domino's-related venture, but Domino's had already pursued Japanese franchising rights.

  Action taken

  Asano created Pizza-La as an independent brand and opened its first store in Tokyo.

  Aftermath

  Pizza-La developed into a major domestic Japanese pizza-delivery chain.

  Source

1. 1Pizza-Laen.wikipedia.org