Figaro's Pizza Eyes Memphis Expansion

(Wednesday, May 23, 2007) - Memphis has been targeted as a hot market for the new "take and bake" pizza concept, said Ron Berger, chairman and CEO of Figaro's Pizza.

Based in Salem, Ore., Figaro's has made a name for itself by offering take-and-bake pizza pies, or unbaked pizzas. The restaurant offers baked pizzas as well.

Most pizza establishments offer only one or the other.

The first Memphis-area Figaro's opened in April 2006, and now Berger anticipates opening 35 more in the area within the next 10 years.

However, that prediction is hopeful at best, he said. As yet, there are no definite plans about where or when any of the new stores will be opening.

"Thirty-five is the goal number," Berger said. "That's the number that we believe the area will support rather than the number we've sold or that we have development plans for."

As a matter of fact, the company has yet to sell one franchise, he said.


Toe-dipping time

So, why announce plans to open 35 stores in the Memphis market when you don't have one prospective buyer?

It's something of a marketing strategy for the business. Right now, Figaro's executives are working aggressively to get the chain's name out and let people know franchises are available.

Figaro's Pizza is 100 percent franchise-based. So what it does is open a store in an area that seems like a good fit for the business, and if consumers in the area are receptive to the concept, plans are made to add more stores to the market.

Berger, who bought the company six years ago, plans to grow Figaro's presence over the next several years in cities in which the restaurant already has a presence.

"We're trying to communicate that the first store we opened in Memphis is doing quite well, and based on that, we believe the market's really going to be a very good market for us," Berger said.

The Hacks Cross store is operated by master franchisees - Angelo and Lee Lucchessi - which means it's for sale as well.

Master franchisees comprise about one-third of Figaro's approximately 65 to 70 franchisees who operate stores in 20 states and Canada, according to information on the company's Web site. Master franchisees sell Figaro's locations to people interested in running their own franchise stores.


Cold, not old

Berger said the take-and-bake concept appeals to customers who want to spend more time with their families at home as opposed to going out for a meal.

"Although we offer dine-in in our restaurant in Memphis," he said, "the majority of our business is people getting (the unbaked pies) delivered or picking (them) up and taking (them) home."

He said the unbaked pies also are good for things like Super Bowl or NBA playoff parties.

"If you call one of our competitors, all they can deliver you is all-baked pizzas, because they don't make unbaked pizzas, and within an hour or so, they're old, cold or so forth," he said. "Whereas with us you could place an order for say two or three baked and six or seven unbaked pies."

The unbaked pies can be placed in the refrigerator for up to three days without losing their quality, Berger said.

Other hot markets right now for the restaurant chain are Birmingham, Ala., and Ocean Springs, Miss. Company officials in March announced plans to open 75 new restaurants in Alabama and Tennessee in the next 10 years.

There are about 120 Figaro's restaurants across the country.

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