RUSSO’S NEW YORK PIZZERIA
Franchise Opportunities
Own Your Own
Fast-Casual Italian Pizzeria!
P A S T A · P I Z Z A · I T A L I A N S P E C I A L T I E S
FROM OUR FOUNDER
Dear prospective New York Pizzeria franchise owner:
Welcome to New York Pizzeria. If you’re interested in becoming a part of one of
the fastest growing franchises, then you’ve come to the right place. I’m Anthony Russo
and I’m excited to tell you about the benefits of investing and owning a Russo’s
New York Pizzeria.
Here, we’re inspired by the traditional Italian values of family, friends and — of course — food. As a fast-casual
Italian restaurant, we are proud to provide our customers fresh, cooked-to-order cuisine in an authentic neighbor-
hood pizzeria. That’s what separates us from the big chains.
Our family’s love and passion for food began in a small Italian town Avellino, Napoli. Our grandparents were
farmers – growing fresh vegetables and making fresh bread, pastas, prosciutto, salami, olive oil – even homemade
wine. And this is where the recipes of New York Pizzeria were born.
As a first generation Italian-American, my childhood included the benefit of hard work. As our Italian culinary
traditions firmly took root in the U.S., I spent endless hours with my family – preparing fine Italian cuisine and
learning at an early age that making quality food means never cutting corners.
In the early 1990s, the New York Pizzeria concept emerged. And since its opening, we’ve been using the
finest ingredients and making our food the only way we know how. From scratch. As my Nona always said,
“To eat good, you must make it fresh!” It is this secret of freshness that will help you build a successful franchise.
At Russo’s New York Pizzeria, we’re proud to offer you a uniquely delicious franchise opportunity in the
ever-expanding fast-casual restaurant industry. Today, the New York Pizzeria family has grown to more than
20 restaurants located throughout the Houston area, and is expanding to other markets across the country.
Our staff is ready to share their knowledge and skills to successfully guide your food service operations.
I hope you consider owning and operating your very own Russo’s New York Pizzeria food franchise.
Please visit us and taste the difference for yourself.
Buon Appetito!
Anthony Russo
Anthony Russo
CEO and Founder of New York Pizzeria
ABOUT US
Since our opening in 1992, Russo’s New York Pizzeria has built a reputation for serving fresh Italian food
at affordable prices.
Today, customers are busier than ever, but crave something more than fast food. Thus, the fast-casual industry
is growing at an extraordinary rate. With Russo’s New York Pizzeria, you can be there to meet the demands.
Our unique concept enables you to serve 100% Italian cuisine and stay ahead of the competition.
From homemade pasta and calzones to New York-style pizza, New York Pizzeria will help you attract loyal
customers day after day. From the freshest ingredients to the right equipment (including brick and coal-fire pizza
ovens), it doesn’t get more authentic than this. Our traditional Italian décor and neighborhood pizzeria simplicity
creates a home-style ambiance that attracts an upscale customer base.
At the forefront of our goals, New York Pizzeria is dedicated to ensuring that you and your customer experience
Fresh Italian, Al Dente in your restaurant.
We’re an Italian-American company with over 60 years of family recipes and generations of commitment to
serving only the finest of meals. We invite you to be a part of Russo’s New York Pizzeria family.
“Because our company holds our family name and family recipes, we’re dedicated to continuing the family tradition.
Every day, I’m honored to have this legacy passed on to us.”
— Anthony Russo – CEO and founder of Russo’s New York Pizzeria
MISSION STATEMENT
Our mission is to serve fresh-to-order meals that reflect the integrity of our
original family recipes – in a fast-casual environment. From fresh ingredients
to authentic know-how, every New York Pizzeria franchise location will
master the skills it takes to deliver a delicious, quality Italian meal for our
customers – every time.
OUR TEAM
ANTHONY RUSSO
President, Chairman of the Board, Chief Executive Officer
Mr. Russo is the Franchisor’s President, CEO and Chairman of the Board of Directors.
Born in Paterson, New Jersey, Mr. Russo was raised in a traditional Italian neighborhood
where Italian pizzerias were located on every corner. In 1978, his family moved to Texas and
opened up an Italian restaurant in Galveston. By the age of 12, Mr. Russo was making pizza
and learning how to create wonderful, authentic Italian cuisine.
Mr. Russo opened his first pizza place at the young age of 18. Shortly after, he opened “Anthony’s Pizzeria” in Clear
Lake, Texas. Moving to Houston, Russo soon opened “Café Anthony” and soon after, an upscale Italian restaurant
named “Russo Café Anthony.”
In 1992, Mr. Russo determined that the time was ripe for his next concept: Russo’s New York Pizzeria. His flagship
store opened on Holcombe Boulevard and became a local landmark, serving authentic New York style pizza.
Further refining his concept, process and methodology of doing business, Mr. Russo began franchising the New
York Pizzeria concept in 1998.
ADRIAN HEMBREE
Vice President Business Development & Sales
Mr. Hembree joined the New York Pizzeria family in 2007 as Vice President of Business
Development & Sales. Mr. Hembree holds a BS in Marketing from Sam Houston State
University. He has extensive experience in Foodservice Distribution, restaurant operations,
and has been actively involved in the Foodservice community since 1991. Adrian has held
various titles and jobs including Vice President of Sales & Marketing, Director of Sales &
Training and was a Regional Restaurant Manager for a mid-sized fast casual chain.
AMANDA PEREIRA
Administrative Assistant
Ms. Pereira has been with the New York Pizzeria family since 2002 and currently oversees
operations for the New York Pizzeria corporate stores. She also works closely in the training
and development of new franchisees. Ms. Pereira currently attends the University of Houston
and is majoring in Marketing. She has a background in restaurant management, as well as
Marketing, Accounting, and System Operations.
Pizza is a $32+ billion per year industry.
— American Business Lists, Omaha, Nebraska
HOW WE ARE DIFFERENT GROWING TREND:
The aroma of freshly baked bread. The smell of sauce THE FAST-CASUAL, ITALIAN
simmering. The scent of fresh garlic sautéed in olive oil. INDUSTRY
From the moment our customers enter the doors of a The National Restaurant Association estimated that 94%
Russo’s New York Pizzeria, they get a truly Italian, of the U.S. population eats pizza, spending $25 billion on
“Wow!” experience. pizza each year. And pizza sales continue to grow! Also,
according to Pizza Marketing Quarterly’s 2006 Industry
Known for authentic Italian cuisine, Anthony Russo,
Analysis, independents are slowly but surely gaining
CEO and founder of Russo’s New York Pizzeria, stands
market share of the number of pizzerias in the U.S.
behind the Russo family standards and devotion to quality.
As a family-owned and operated business, we have very • Italian food ranks as the most popular ethnic food in the U.S.
high standards for our products and the way we conduct • Pizzerias account for 17% of all restaurants in the U.S.
our business. • Independent pizzerias account for 64.81% of pizzerias
Where others may settle for canned sauces and frozen as of July 2006.
vegetables, New York Pizzeria serves only premium • In 2005, the average pizzeria earnings for all U.S.
ingredients. If it’s not made fresh, it’s not served. And pizzerias was $449,867 (Pizza Marketing Quarterly Industry
our customers taste the difference. This is what makes Analysis, 2006)
New York Pizzeria stand out from the others. These • Pizza sales grew approximately 115% 1989-2006,
differences increase sales – and your bottom line. from $10.3 billion to $15.5 billion.
• Family dining is growing – in 2001, 1/3 of adults say they
KEY DIFFERENTIATORS dine out more than they did two years ago
• Fresh ingredients and products such as pizza dough, • By the year 2010, parents will be raising over
pastas, sauces and more – made daily 56 million children.
• Authentic, brick oven or coal fired ovens • In 1991, pizza accounted for 14% of all restaurant orders
• No commissary and was second to hamburgers, which accounted for 17%.
• 100% authentic Italian family recipes • In 2001, 44% of consumers are buying more takeout
• Flexible menu with fresh, new menu items or pre-cooked meals
• Open-kitchen concept
• Unique interior design for a casual pizzeria atmosphere OUR CONCEPT
• Four businesses under one roof: Dine-in, Take-out, No matter how busy people’s lives get, everyone still
Delivery and Catering wants to eat great-tasting food. The New York Pizzeria
concept meets that demand. By offering made-from-
OUR MENU scratch, homemade Italian food in an upscale, fast-causal
Molto bene! New York Pizzeria is more than a great environment, New York Pizzeria has established a
pizzeria. Our menu is designed to appeal to a variety of successful business model that works – for our customers
consumer tastes. Fresh pastas. Homemade soups. Authentic and our franchisees alike.
calzones. Heart healthy choices. And so much more. With Founder Anthony Russo’s innovative recipes,
At New York Pizzeria, authentic Russo family recipes premium ingredients, and a trendsetting Italian menu,
that have been handed down for generations are behind New York Pizzeria is proud to offer expansive and
everything we serve. We use items such as fresh, garden rewarding entrepreneurial opportunities. Dine-in.
vegetables, flavorful garlic, premium extra virgin olive Take-out. Delivery. Catering. Our multiple sales avenues
oil – everything customers expect from a fine Italian dining offer our customers choices that work for the way they
establishment. But we offer it in our casual restaurants at live. And that leads to higher sales and profits for you.
affordable prices. We’re looking for franchisees who believe in our truly
For the most current New York Pizzeria food selection, unique concept and are equally committed to giving our
please see the enclosed menu. customers an authentic New York Pizzeria experience.
The fast-casual segment was created because of consumer demand, social trends and the evolution of quick-serve restaurants
and casual-dining chains. Further, consumers’ shift to a time-compressed state also has impacted the restaurant industry.
— Paul Barron, Fast Casual Magazine
WHY FRANCHISE
Because of the popularity of Italian food, a New York Pizzeria franchise is a great way to start out in the fast-casual
restaurant industry. Our family business has grown for many years to become what it is today. When you buy into
our franchise, you’re benefiting from years of experience. We’ll gladly share our expertise with you, and with our
guidance, you’ll be running a successful Italian restaurant franchise in no time.
What’s more, our family recipes are a precious secret that we’ll pass on to you as a pizza franchise owner. We’re
proud to offer you a unique opportunity to provide your guest with 100% fresh, homemade Italian cuisine in a fun,
casual atmosphere.
“With a 2004-06 compound annual growth rate of 16.2% in current prices, the fast-casual restaurant segment
has positioned itself as the growth leader within the restaurant industry. Sales have been driven by the segment’s
cross-cultural appeal, its healthful image, trend-setting décor, and menu innovation.”
— www.researchandmarkets.com
FRANCHISE SUPPORT
FINANCING
• Assistance for obtaining financing by third-party lender.
REAL ESTATE
• Assistance and direction from a real-estate professional
to help you find the right location.
TRAINING PROGRAM
• Assistance in opening your store quickly and efficiently.
Complete hands-on, 4-6 week training program.
CUSTOM BUSINESS SOFTWARE
• Assistance with marketing and advertising via Internet software secure site.
SERVICES AND BENEFITS
• Assistance with everything you need to get started and continue successfully.
Assistance in lease negotiation
▲ ▲ ▲ ▲ ▲ ▲
Annual franchise meetings
Buying power – products and ingredients
Additional training
Ongoing menu updates
Direct-buying equipment program
MATERIALS
• Assistance with everything you need to support your day-to-day operations.
Marketing materials, co-op advertisements, media planning
▲ ▲ ▲ ▲ ▲ ▲
New recipes
Hands-on training
Coupons and specials
Operational manuals
And much more
NEW YORK PIZZERIA
CONCEPTS
We’re committed to providing our franchisees with the
highest level of personalized service – offering everything
you need to run a New York Pizzeria successfully. Our goal
is to help facilitate continuous growth in the market place.
And our proven track record with a strong support team
offers you ongoing support in all aspects of the operation.
We offer our franchisees two distinct operational
restaurant concepts to choose from:
Dine-in: Russo’s New York Pizzeria Concept
• This concept serves our full Italian menu items.
• It is ideal for suburban locations.
• Typically offers dine-in, carryout, delivery and catering.
• Approximate seating is 75 to 220 guests.
• Space is 2200 to 5000 square feet.
Via Presto: Russo’s New York Pizzeria Concept
• This concept serves a limited menu including pizza-by-the-slice, salads, sandwich and salads.
• It is ideal for malls, food court area, business parks, medical centers, university campuses and more.
• Approximately seating is 35 to 75 guests.
• Space is 1400 to 2000 square feet.
Pizza sales grew approximately 115% 1989-2006, from $10.3 billion to $15.5 billion.
—PMQ
REAL ESTATE
New York Pizzerias are located in highly visible, high-traffic locations –
near grocery stores, universities, family neighborhoods, central business
parks and malls. To accommodate everyday activity, active trade sites
must be conveniently located in a mix lifestyle center or neighborhood.
• Active Trade Area: 3-mile radius with above average daytime density
• Above-Average Medium Income
• Upscale Neighborhood
• Easy-to-get-to Ingress/Egress and Ample Parking
SITE SELECTION FRANCHISE QUALIFICATION
• End Cap or Multi-Unit Tenant Parcel • Good credit standing
• Town Center Outdoor Shops • Have capital to invest or obtain financing
• Excellent Visibility with Easy Access • Preferable owner and operator
• 1500 to 5000 square feet • A strong desire to succeed
• Outdoor Patio, if possible • No experience needed
REQUIRED INVESTMENT
In order to become a part of NEW YORK PIZZERIA Franchise Team, here are some basic requirements:
• Total Capital Required: $250K to $950K
• Minimum Cash-on-Hand: $75K to $450K
• Net Worth Minimum: $400K
• Financing by Third Party
Own a Piece of the Pie Today!
NAME OF EXPENDITURE ESTIMATED COSTS ESTIMATED COSTS WHEN DUE WHETHER TO WHOM PAYMENT
LOW HIGH REFUNDABLE IS MADE
FRANCHISE FEE $35,500 $35,500 Upon Signing Partially Franchisor
Agreement Refundable New York Pizzeria, Inc.
(under certain circumstances)
REAL ESTATE/RENT (1 MONTH) $5,000 $13,000 As Incurred No Landlord
REAL ESTATE SECURITY DEPOSIT $5,000 $15,000 As Incurred Yes Landlord
LEASEHOLD IMPROVEMENTS $72,300 $300,000 As Incurred No Outside Suppliers
EQUIPMENT $55,000 $250,000 As Incurred No Outside Suppliers
P.O.S. $10,000 $30,000 As Incurred No Outside Suppliers
AUDIO/VISUAL $500 $5,000 As Incurred No Outside Suppliers
OUTDOOR SIGNAGE $6,600 $15,000 As Incurred No Outside Suppliers
FURNITURE, FIXTURES $25,000 $80,000 As Incurred No Outside Suppliers
ARCHITECT $7,500 $20,000 As Incurred No Chase Collaborative
UTILITY DEPOSITS $1,000 $2,500 As Incurred Yes Utility Companies
OPENING INVENTORY $7,500 $20,000 As Incurred No Approved Suppliers
GRAND OPENING MARKETING $3,000 $10,000 As Incurred No Advertising Sources
INSURANCE $1,100 $4,000 As Incurred No Insurance Company
ADD’L FUNDS (3 MONTHS OPERATING) $15,000 $40,000 As Incurred No Employees & Suppliers
TOTAL ESTIMATED INITIAL INVESTMENT $250,000 $840,000 No
ONGOING Royalties-7% Monthly No
The total cost of each location varies by size and location. The estimated totals are based on store size from 1200 sf up to 5000 sf.
NEW YORK PIZZERIA FRANCHISE — FAQS
Q: What types of franchises are available?
A: Individual and multiple store franchises are available.
Q: What is the present franchise fee?
A: $35,500.
Q: What is the royalty fee and how often is it paid?
A: 7% of gross volume is paid monthly to the franchisor.
Q: What is the term of the franchise agreement? Can it be renewed?
A: The term of the franchise agreement is 10 years. It can be renewed for another 10 years at the then current franchise
royalty fee.
Q: Can I sell my franchise?
A: A franchisee’s business can be sold with the franchisor’s approval.
Q: How do I learn the business? Is there a training program? What are the costs?
A: Russo’s New York Pizzeria provides a complete training program for you and your personnel. This is included
in your franchise fee. Our training is held at our corporate location located in Houston, Texas. The training
program is a comprehensive, 4-week training schedule and covers all aspects of owning and operating your own
New York Pizzeria.
Q: Who finds the site?
A: We provide site guidelines and assist you in the site selection, but you will find your own site
and submit it for approval.
Q: How long does it take to open a New York Pizzeria Franchise?
A: The time varies, but normally three to four months from the start of your build out.
Q: How much money do I need to open a franchise?
A: Individuals will need a minimum of $75,000 in non-borrowed personal resources (liquid assets, e.g. cash,
marketable securities, stocks, etc.), along with an overall net worth (total assets minus total liabilities) of $400,000
to qualify. Financing is to be secured through third-party lending sources. The total cost of each unit varies by
size and location.
Q: What do I do next?
A: Completely fill out the confidential application form enclosed in this brochure, and return to us via mail or fax.
Once we receive and evaluate it, we will send you our franchise documents including the Uniform Franchise Offering
Circular and the franchise agreement.
Q: Can I visit corporate headquarters?
A: Yes, we encourage you to visit with us after you receive the documents.
BE A PART OF THE PASSION
8 Easy Steps to Opening a New York Pizzeria Franchise
1. Prospective franchisee receives and reviews Russo’s New York Pizzeria’s franchise information packet
and returns the completed confidential application to the New York Pizzeria corporate office.
2. Pre-qualified prospective franchisee is invited to visit New York Pizzeria’s corporate office.
3. Franchise Review Committee notifies candidate that they are approved or denied.
4. A Franchise Agreement and UFOC are sent to the approved candidate to be reviewed, at which time,
the prospective franchisee has ten days in which to review all documents. After ten days, the candidate
then pays the franchise fee.
5. At this time, New York Pizzeria will provide site guidelines and assist the approved franchisee
in site selection.
6. New York Pizzeria will work with an assigned architect in order to provide the franchisee
with an initial store layout.
7. While the store is being constructed, franchisee will attend training and orientation
at our corporate headquarters in Houston, Texas.
8. One week prior to opening, we will conduct a final inspection and ensure that the
NEW FRANCHISEE AND TEAM IS READY FOR SUCCESS!
Congratulations! Thanks for sharing in our passion for food. You are well on your way to becoming
an entrepreneur and an important part of the Russo’s New York Pizzeria family.
CURRENT AWARDS
AOL City Guide 2007: City’s Best Pizzeria
2005 Southwest Championship: New York Pizzeria
MSN 2005: Best Pizza Award
Citysearch Houston 2004: Best Pizza Award
Houston Press: Best Pizza in Houston Award
Zagat Reviews 2003: Best New York Style Pizza
Houston Chronicle: NY Pizza Great – Any Way You Slice It
Houston Dining Guide: Best New York Style Pizza
93% of Americans eat pizza at least once a month.
QSR Magazine, November 15, 2007
C O R P O R A T E H E A D Q U A R T E R S
5727 WESTHEIMER, SUITE B · HOUSTON, TEXAS 77057
ANTHONY RUSSO · CEO AND FOUNDER
TEL: 832.251.0220 · FAX: 832-251-8718
EMAIL: FRANCHISE@NYPIZZERIA.COM
This information is not intended as an offer to sell or to solicit any offering franchise.
It is for information purpose only. New York Pizzeria will not offer interested parties a franchise until all applicable
pre-sale registration and disclosure requirements and jurisdiction have been complied with.
P A S T A · P I Z Z A · I T A L I A N S P E C I A L T I E S
W W W . N Y P I Z Z E R I A . C O M