WITH THE - Russo`s New York Pizzeria

how to become a franchising partner
in
new York
with
the
Style
a world-class pizza franchise
RussosFranchise.com
new york, new york
birthplace
of the
world’s
greatest
pizza
it ’s a b o u t a lov e fo r
c re at in g f r e s h , au thent i c
ita l i a n c u i s i ne
a n d a pa s s i o n to s h a r e i t
w ith the wo r l d.
about chef russo
The son of first-generation Italian immigrants, Chef Anthony Russo
grew up in a New Jersey home where the kitchen was the center
of family life. There was always cooking and baking at home, and
many of the ingredients came from the family garden. Just the way
his Grandpa and Nonna Russo did back in Avellino, Italy.
These experiences stuck with young Anthony as his
family moved to Galveston, Texas, in 1978. His father
opened Russo’s Italian Restaurant, which quickly
became a local favorite. Just like that, Anthony found
a second home in the restaurant kitchen. By the age
of 12, he was learning family recipes from relatives who
flew in from Naples and Sicily each summer. Making
pizza and squachatta (calzones) became a passion.
Since launching in 1990 in Houston, his original
approach to New York-style pizza has been a booming
success from coast to coast, now with over 35 franchise
locations nationwide and expanding internationally,
with locations from the South Pacific to the Middle
East. The world over, Russo’s New York-style pizza
has come to symbolize the excitement of the city
where traditions meet and travelers stand in line for
a slice of the action.
Always fresh, never frozen, in every Russo’s location:
you’ll be making fresh pesto sauce and marinara sauce,
hand-crushing tomatoes, chopping fresh vegetables or
rolling fresh Italian meatballs, stirring minestrone soup
simmering with the aroma of fresh garlic. Everything
works together to keep this an award-winning pizza
brand true to its chef-driven roots.
High quality and authenticity are hallmarks of
Russo’s New York Pizzeria, a worldwide chain with a
boutique feel. We don’t just follow a formula in our
kitchen–we really cook. Whether you come to us
or we come to you via catering or delivery, you’ll be
tasting Italian cuisine as it was meant to be experienced,
crafted with skill and
care and art, with
high standards and
high expectations.
It’s all about the food, and that’s what Russo’s
has been all about for the past 30 years.
Our secret recipe? Our family recipes, which are over
100 years old, with their custom blend of spices and
proprietary ingredients, will leave your competitors
far behind. For instance, we make our pizza dough
fresh daily; and to make a true New York-style crust,
you need the right flour. Our pizza sauce is made fresh,
too, from our traditional family recipe formulated
for Russo’s, with tomatoes grown in California, topped
with 100% mozzarella cheese from a Wisconsin dairy
farm. Real ingredients, nothing packaged.
Chef Anthony went on to train formally, and has studied
cuisine across America and Italy. But his family’s enduring
passion for the finest, freshest ingredients is what has made
him the chef he is today.
Join our Family
Join the Russo’s family and own a unique,
one-of-a-kind location, under a strong
brand umbrella at a lower cost of entry
than most competitive brands in the
fast-casual industry. We’ll school you in
our commitment to quality ingredients
and preparation, so you’ll be sharing our
excitement for superior pizza–Italian
cuisine with a slice of success.
GIOIE DELLA TAVOLA – JOYS OF THE TABLE
In traditional Italian families, many of life’s greatest joys take place
around the table. This is where hearts are opened, ties of affection and
friendship are strengthened, and life’s celebrations unfold. At Russo’s
we strive to recreate this feeling, to foster the bonds between family
and friends at each and every meal. Russo’s is about so much more
than the food, it’s about the experience–the warmth, the conversation,
and a sense of belonging that keeps customers coming back.
Let us tell you a bit about ourselves and our brand.
The restaurant’s atmosphere conveys an air of freshness and openness
of body and mind: the daily production of fresh pizza takes center stage
in our dining experience. Our open kitchen concept creates foodie
excitement and a sense of participation. Russo’s menu offers the simplest
yet amazingly delicious classics of New York-style pizza, salads, and
flatbread sandwiches that enjoy tremendous popularity worldwide.
GENERATIONS IN THE MAKING
Traditions are passed down for a reason. They provide a way to honor
and maintain bonds with our ancestors. Chef Russo’s family traditions
play a role in every aspect of the business. They’ve all been passed down
through generations, so as never to be forgotten.
Where life’s celebrations unfold.
why russo’s?
All across the globe, the fast-casual dining concept has really caught
fire, and Russo’s owns a unique slice of it. Today, according to the
food-service consulting firm Technomic, the fast-casual industry
accounts for $34 billion in U. S. sales. People have a serious interest
in high-quality food these days, and we take that interest very seriously.
Russo’s caters to a more professional class, in every sense
of the word. People who eat out often are very aware
of the choices that are out there, and we offer them an
affordable luxury– a very special cuisine based on
unpretentious excellence. We have confidence in our
legacy of Old Country cooking and don’t need to dress
it up with a lot of overpriced “foodie” artifice and
excess. We put our money where our mouth is, in fresh
flavor and a fresh approach to the pizza business.
Our recipes, our ingredients, our artisanal, thin-crust
pizza, all meet the demands of modern consumers who
demand taste and quality, and are willing to pay a little
more for it– slightly upscale, gourmet-conscious diners
who place a premium on fine natural ingredients and
preparation, who want to feel like somebody’s cooking
for them personally.
The world’s eating habits are changing, and we’re
helping that happen in a healthy, appetizing way. In
keeping with modern tastes, there’s a wine bar, there’s
a gluten-free menu, there’s a source for our ingredients,
there’s a trained chef in the kitchen. Italians are
famously emotional about their cooking, and that
feeling is what makes pizza so loved by people the
world over: it’s a social food, meant to be shared and
exclaimed over, with a sense of occasion.
Russo’s is constantly widening its horizons, reaching
into the past and toward the future. Our dynamic
domestic market has broadened into an international
market, with over 35 locations in development around
the world, as our business grows by leaps and bounds.
How Is Russo’s Different?
Russo’s sells more than pizza. We sell Naples and New York along
with every slice, the sense of “being there.” Russo’s boasts a definite
flavor of theatre in its venues–the ambience is as authentic as the
menu, for enjoyment that discriminating customers appreciate.
More than merely a pizzeria, Russo’s is a dining destination. The look and
feel of New York’s little Italy surrounds you, with exposed brick walls and
tile floors and framed photos on the wall that impart a sense of family and
“the old neighborhood.” When you walk through the door, you’re stepping
into the Neapolitan culture where pizza was born and raised.
What makes Russo’s unique is our dedication to serving the best-tasting New
York-style pizza in every market. You don’t have to live in New York to get a taste
of famous New York-style pizza. Now we can serve it anywhere in the world.
What separates us from the other pizza chains? Most franchises in today’s
marketplace don’t make their own pizza dough, pizza sauce, fresh pasta, or
pasta sauce anymore. Instead, they rely on a commissary to deliver pre-made
frozen items, then top it at their location and call it pizza.
Every Russo’s New York Pizzeria answers the needs of its community.
It becomes what it needs to become, depending on which services are most
in demand– counter service, dine-in, delivery, takeout, or catering with
full service. Under your guidance and with our support, your business will
reflect what your customers are all about, and will take shape around the
neighborhood’s particular demographic.
We’re not a cookie cutter operation; your business strategy can be as flexible
as your customers’ changing tastes. Our recipes are standardized, but our
service isn’t; the best mix of services is something you’ll need to discover, in
terms of how to adapt to local events and surrounding businesses, wherever
occasions call for quality dining.
At Russo’s we sell more than fine food, we sell pleasure, molto piacere.
Enjoyment is real at Russo’s. Real ingredients, real opportunity for an
enterprising franchisee to cultivate a devoted clientele. Once people get
used to Russo’s, no place else will do.
“The quality of the food, in
my opinion, is exceptional. It
really makes a difference in
the food quality because we
use fresh ingredients and our
customers enjoy that pasta
dishes are made to order.”
Allyson Huston
coal-fired italian kitchen
franchisee, 2008
don’t reinvent the wheel
A proven business model is a huge advantage
for franchising versus a start-up business.
With a Russo’s franchise, you’ll benefit from over 30 years of success. During
that time, we’ve fine-tuned our operations from Point-of-Sale systems to
training, to management structure, to marketing, to culinary research. You
start off with an experienced mentor on your side. You don’t have to worry
about getting all of the systems in place. We’ll help you do that. You just have
to run your business and we’ll train you to do that.
Do you have passion? Can you see yourself as the host in your Russo’s,
creating this fantastic atmosphere, welcoming your guests as you would
welcome your friends?
Together we can make it happen.
We welcome applications from individuals or teams whose professional
expertise and personal qualities fit the requirements for a Russo’s franchisee.
You have the freedom to push your vision to its limits and think beyond a
single restaurant, to an entire territory or even a country.
Russo’s will work closely with you to assess the potential of your chosen
market and/or territory. Our multi-functional team will then assist and
support you throughout the entire process, from signature to opening and
throughout your operation.
we provide:
• A proven concept serving authentic New York-Style Pizza dating back
since 1992.
• A unique corporate identity with growing international recognition.
• Long-term growth perspective with 10-year contracts.
• Architects to design a New York-style ambiance.
• Professional support in location scouting and evaluation.
• Professional support in construction, recruitment and training, marketing,
and all areas necessary for a sound entrepreneurial structure.
• Continuous system improvements.
• A trustworthy and helpful franchisor committed to
transparency and partnership.
“I definitely looked at the
benefits and discounts and
compared them with other
franchises. I never had my
own business, and from day
one he walked me through
every step.”
Robert Carlisle
coal-fired italian kitchen
franchisee, 2013
income streams flow together
The pizza industry is teeming with opportunity and room for
innovation. However, before plunging in, you need to fully analyze
the different profit segments of the fast-casual market.
Russo’s New York Pizzeria concept grows more sales per sq/ft than our competitors do in today’s marketplace.
Four big income streams flow together, to capture more market share:
1
SIT-DOWN DINING
Our classic pizzerias
serve fresh, made-toorder pizza, pasta, and
salads, allowing customers
to experience the
traditional New York
pizzeria feel, but still at
a reasonable price.
2
DELIVERY
Pizza delivery services
allow customers to call
in or, increasingly, place
their orders online.
Traditionally, this is a
key service to most
popular pizza franchises,
but what differentiates
us is our full menu in
addition to pizza, which
increases overall sales.
3
TAKEOUT
Approximately 20% to
45% of our customers
prefer takeout, making
this service the most
popular and profitable,
offering the same quick
convenience as delivery,
but minus the tip.
4
CATERING
We offer full-service
catering for events large
and small, corporate or
private. Let our serving
staff take the pressure
off, so you can relax and
enjoy the occassion. We
offer a full menu of
Italian specialties, or we
can customize a buffet
for a less formal setting.
Two Concep ts,
One Fam ily
We’ve taken an great care in
developing two distinct franchise opportunities
that blend the passion of the Russo’s dining experience with proven
business models. We invite you to learn more about our two concepts–
Russo’s NY Pizzeria and Russo’s Coal-Fired Italian Kitchen.
New York Pizzeria has experienced steady growth since 1992, now
with more than 30 locations and international expansion. The success
of this award-winning, fast-casual concept prompted the addition of
Russo’s Coal-Fired Italian Kitchen.
Two different formats, but siblings, if you will, related by
culinary paternity.
our brand promi se
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 Russo’s franchisee will
master the skills it takes to deliver a delicious, quality Italian meal
for our customers–every time.
Chef Russo visits the Italian old country each year to tour family
wineries, oversee olive oil production, and sample local cheeses and
meats to ensure that his family’s high standards
for quality live on in his restaurants. Mangiamo!
our fast-casual franchise concept
In the 19th and 20th centuries, New York was the port of entry for hundreds
of thousands of Italian immigrants. Some moved on to other cities, but many
stayed and settled in New York City. One of the culinary capitals of the world,
New York is known for its Italian food and, particularly, pizza.
Our overall approach is reminiscent of some of the first authentic
pizzerias that emerged from budding Italian neighborhoods in the 1800’s,
where everything was made from scratch with hand-picked ingredients,
in a traditional Italian style.
Russo’s New York Pizzeria is designed for the lunch guest on-the-go,
fast-paced counter service, where a slice and salad can be delivered in under
seven minutes. The menu features our award-winning pizza, together with
an ample selection of appetizers, salads, and pasta dishes for guests who
prefer to dine-in.
This franchise has the option of offering full-service experience, depending
on the day part or the guests’ needs. For most of our New York Pizzerias,
takeout or delivery services constitute the lion’s share of their business. All
New York Pizzerias serve beer and wine as a complement to a menu mix
that averages between 5-10% of total sales.
“I have so many customers
that come here on a regular
basis; every time they visit,
they have good comments on
the excellent pizza, excellent
food, and excellent service.”
Akshey Patel
new york pizzeria franchisee,
2006
our upscale dining franchise concept
Russo’s Coal-Fired Italian Kitchen is our pizzeria concept without the rush. Guests are
encouraged to sit back, relax and enjoy a bottle of wine while sampling our extensive list
of appetizers, salads, and pastas. And don’t forget our New York-style pizza baked in
our centerpiece coal-fired oven. There’s no counter here, and while takeout is an
important part, it is downplayed in this concept, with delivery as an option for the
franchisee to pursue. All Coal-Fired Italian Kitchens serve beer and wine as a part of
the dining experience, with a menu mix that averages between 10-15% of total sales.
This concept is all about Italian culture and authentic atmosphere, the experience
revcreated inside every Russo’s Coal-Fired Italian Kitchen across the globe. We call it,
“sitting at Chef Russo’s table.” It’s the ability to show your guests the joy, warmth, and
magic created around the Italian table. It is this experience that will keep your loyal
customers coming back for more.
The warmth, the flavors, the wine, the family… it’s all part of the memories and
traditions that began in Nonna Russo’s kitchen in the quaint city of Avellino, Italy.
You were welcomed with open arms and the aroma of fresh-baked bread. Farm-fresh
cheese and home-cured prosciutto were abundant. Garden-fresh vegetables and
herbs graced the homemade sauce and just‑rolled pasta. The wine flowed freely as
did the conversation. You couldn’t leave without two things: a happy belly and a
satisfied soul.
Abbondonza!
“We opened a Russo’s Coal-Fired Italian Kitchen
near our home because we knew people would
support us, which is exactly what happened.”
Ali Ahly
coal-fired italian kitchen franchisee, 2007
countries/territories where
we’re looking to expand
Russo’s is making careful and continuous analysis
of the many potential markets all around the world.
This is an overview of the countries which we have
targeted for strategic expansion. We’re actively
seeking partners for those countries and strongly
welcome all applications by qualified individuals
or groups.
For now, we’re concentrating our attention on
developing these targeted countries. If you’d like to
introduce Russo’s in a country that isn’t on our
target list, you can register your interest and we’ll
put your application on hold. Should our strategic
evaluation change and your selected country becomes
available, we may get back to you.
If the expansion rights have already been granted
for your targeted territory, we would need to discuss
alternate options.
Or, if you’re interested in several countries, tell us your
first preference. During the franchise application process,
we can review specific territorial boundaries with you.
Available
franchising
Markets
Canada*
China
Colombia
European Union
Hong Kong
India
Indonesia
Israel
Japan
Macao
New Zealand
Philippines
Russia
Singapore
South Africa
Thailand
USA*
Uruguay
Vietnam
*Some areas in these
countries/territories may
be unavailable for franchising.
“What appealed to us with Russo’s is the fact that
it has fresh ingredients.”
Murad Al Nasur
new york pizzeria franchisee, dubai, 2013
no restaurant experience needed
We have no set background requirements or preset guidelines for
the ideal franchisee. Business ownership or management experience
is a definite plus, but the only true recipe for success is the Russo’s
franchise system itself. If you’re willing to put your trust in our
proven, successful systems and rely on our leadership team that
has seen so many succeed before you… your confidence will be
well repaid.
let us tell you about the search for our kind of franchise partners.
Rather than looking for pure investment partners, Russo’s places great importance on building partnerships
strengthened by the acumen of both franchisor and franchisee. Russo’s brings a coherent concept which has already
proven itself in numerous markets, one which promises great likelihood for success when implemented systematically.
The franchisee brings his or her entrepreneurial skills, knowledge of the local business and cultural climate, and a
personal network and contacts, all of which are essential to assure success of every franchise.
russo’s promise
“If it isn’t
fresh,
don’t
serve it.”
application process
What happens when? From the initial
contact to your first restaurant opening.
We have a standard procedure for
franchise candidates. Here’s what happens
and how long it’s likely to take. Please
remember, this is approximate and subject
to change due to many factors. Depending
on how it all works out, this process usually
takes nine months to a year from the initial
contact to the opening of your first
Russo’s restaurant.
“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
russo’s new york pizzeria
timeline: from signing to opening
PHASE 1: Up to One Week
PHASE 6: Two to Four Weeks
FranchiseRussos.com is where to first show your interest,
by providing some basic information about yourself and
indicate where you would like to introduce Russo’s. You
can download a package of information about becoming
a Russo’s Franchise Partner, our brand, and our recent
successful growth and its future potential.
After completing a short introductory questionnaire,
you’ll receive an email about continuing the process.
Once we determine a location, we’ll formulate an initial
agreement about how to set up your franchise as singleor multi-unit, define your scope of territory, number of
outlets, timeframe for expansion, etc.
initial contact on the website
PHASE 2: One to Two Weeks
providing more information
On our website, you’ll download a more detailed
questionnaire about your background and experience
and also your financial resources. This will help us
make a fuller evaluation of your application.
You’ll also download the Confidentiality/NonDisclosure Agreement, which is necessary to assure
the security of all information that we exchange
during the candidacy process. A signed and returned
NDA is necessary for us to proceed.
PHASE 3: One to Two Weeks
telephone interview
Together we’ll schedule a telephone call with our
franchise representative. In this first person-to-person
contact, we’ll ask about your experience, current
projects, vision of how you would like develop Russo’s
in this country or elsewhere, how you got to know
Russo’s, etc. We’ll answer whatever general questions
you may have about our company.
PHASE 4: Two to Three Weeks
discovery days at russo’s
We’ll help you organize visits to one or several Russo’s
locations, where you can meet some of our representatives
and successful franchisees, tour their restaurants, and learn
about their experiences as Russo’s franchise owners.
PHASE 5: One to Two Weeks
location search
Once you’ve done the Discovery Days, and if all goes well
in Phase 5, you’ll be well prepared to start evaluating
locations for your restaurant. Location is essential, and
this critical task will receive our full attention.
letter of intent
PHASE 7: One Week
contract talks
You and your representatives will meet with our team
to negotiate, and if necessary, to adapt the Development
and Franchise Agreements to local regulations.
PHASE 8: Two to Four Weeks
signing the contract
Once all details have been finalized by our legal team,
the moment has arrived at last: we will be able to
welcome your team to the Russo’s family by signing
the Franchise Agreement. A Development Agreement
will then follow suit, as you gradually expand in
accordance with our agreed time schedule.
PHASE 9: Three to Four Weeks
foreign market visit
If you choose to open in a foreign country, it’ll be our turn
to visit you there. You’ll take the lead in showing our
franchise representative around and making your detailed
market presentation. To help prepare, we’ll provide you
with sample P&Ls and a business plan.
We’ll want to get a feeling for your local market
environment and your network with potential partners,
suppliers, and relevant area regulators. You should
have realtors ready to show us suitable locations.
Furthermore, you’ll also indicate your closest
competitors, together with an analysis of the market
landscape. We’ll want to know your growth targets:
how many outlets, timeframe, specific locations, etc.
PHASE 10: Four to Six Months
pre-opening
In cooperation with us and our partners, you’ll plan and
construct your first restaurant, hire and train restaurant
management and staff, and set up the supply chain.
do you qualify?
If you’re investing in a single-unit Russo’s New York Pizzeria or a
Russo’s Coal‑Fired Italian Kitchen, we’ve spent years developing
successful business strategies for initial investments that are
among the lowest in comparable restaurant industries.
As a best practice, we first evaluate all applicants based on a checklist of considerations:
personal characteristics
• A sound background in business development
• A willingness to be hands-on in the running
of your business
• The ability to work independently within
the structure of the Russo brand
• A well-established network of local partners,
authorities, and opinion leaders
• Good standing within the community
• A track record of maintaining a successful business
financial qualifications
• Net worth minimum: $1 million
• Good credit standing
• Have capital to invest or access to third-party financing
– Minimum cash-on-hand: $200,000
for Russo’s New York Pizzeria
– Minimum cash-on-hand: $450,000
for Russo’s Coal-Fired Italian Kitchen
Opening and ongoing costs
• Average cost per unit: $650,000 to $1.4 million
• Ongoing royalty payment: 6% of gross sales
HOW TO APPLY and get your own slice of the pie
Contact us today if you have the desire to join our
Russo’s global family.
Follow this link, www.applyfranchise.nypizzeria.com,
to our new online site for franchise inquiries. You’ll be
asked to provide some information which will let us
know how you fit into our concept. The system will
guide you through the first steps of the process.
Tell us where you want to do business. It can be
your home town or anywhere in the world. You’ll
find a list of countries available for franchising. If
you’d like to introduce Russo’s to a country that isn’t
on our list, let us know. Unless we already have a
partner in that area, we’d be happy to consider your
proposal. Or, if you’re interested in more than one
territory, tell us your first preference and
later on we can discuss other areas to explore.
Please complete all of the information fully,
so that we can make an initial evaluation of your
candidacy. We’ll contact you to let you know
whether you fit our partner profile. If so, we’ll
schedule a telephone conversation with our
franchising expansion representative, to begin
answering your questions about becoming a
Russo’s partner.
The whole process takes a bit of time, but it’s
essential for us to get to know each other well
before committing to this important partnership.
We look forward to hearing from you soon.
Our agreement will vary in different countries.
In the international market, Russo’s is not selling single-unit locations, only territory agreements for multi-unit
we’re making headlines
We do things differently, and people notice. From rave reviews to
franchise expansion news, these are some of our recent press accolades,
which you can read in full on our website–NYpizzeria.com.
“Culinary Queen Rachel Ray
chooses best pizza in the
country; Russo’s Coal-Fired
Italian Kitchen makes
the cut.”
“No matter how you
slice it, Anthony Russo’s
pizza is tops.”
“2009 Nominee...
Best Pizza in Houston
Contest”
“A Slice of Heaven: New York
Pizzeria bakes up a pie that’s
the stuff of dreams”
We’re extremely proud of our franchise system and are honored by any recognition we receive.
Entrepreneur Magazine
Top 500 Franchises
Entrepreneur Magazine
Top 120 Franchises
Experience
2008 Houston Chronicle
“Best Pizza” in Houston
Pizza Today Magazine
Top 100 Pizza Companies
HoustonPress Magazine
“Best Pizza”t
new york pizzeria, inc. | 5847 San Felipe, Suite 1700 | Houston, TX 77057
Toll-free 855.978.7767 | Office 713.821.1322 | Fax 713.821.1318
For new franchise inquiries, visit RussosFranchise.com or
contact our franchise sales team at franchise@nypizzeria.com.