We spoke to Vice President of Development, Chuck Farrell, to find out more about his approach…
Chuck Farrell, who oversees Development for the Quick Service Restaurant franchise Pizza Pizza Limited, credits much of the brand’s growth to the way it celebrates its Canadian identity and deep-rooted connection to Canadian culture.
“As a proudly Canadian company, we embrace the opportunity to celebrate our roots through our products and marketing,” Farrell explains.
It’s a commitment that allows Pizza Pizza to authentically connect with communities across the country, and reflects the diversity that defines Canada, he says.
Farrell also credits the people behind the brand, both franchisees and corporate teams, with keeping Pizza Pizza’s Canadian spirit alive.
“It’s the collaboration between these groups that drives our success. Pizza Pizza has created a culture where franchisees feel empowered to run their businesses while knowing they have an experienced team behind them, helping them achieve their best.”
Innovation also plays a central role in the company’s journey. Pizza Pizza has led the way with industry-firsts, from introducing insulated pizza delivery bags to creating the memorable “967-1111” phone number and pioneering one of the first QSR ordering apps, the brand consistently adapts to meet changing consumer demands.
“We continue to innovate with new menu offerings, technology advancements, and enhanced convenience for our customers and franchisees alike,” says Farrell.
Overcoming challenges
Operating in the highly competitive quick-service restaurant (QSR) industry has presented its share of challenges for the company.
Firstly, there is the difficulty of competing in a crowded market, filled with multinational competitors.
“Standing out in a market where most competitors use similar ingredients requires more than just good food; it requires a strong brand identity, innovative solutions, and the ability to create deep connections with our customers and communities,” he says.
That emphasis that it places on its Canadian identity has been a key differentiator, with products tailored to local tastes and culturally relevant marketing campaigns helping to build trust and loyalty. It’s a point of difference in a market dominated by American brands.
The COVID-19 pandemic brought significant shifts to the company, emphasizing its already strong takeaway and delivery business model while adapting to new customer needs and safety protocols.
“Practically overnight, our restaurants were faced with closing their dining rooms to the public, forcing us to rethink how we could serve our customers while ensuring their safety and that of our team members. We rapidly pivoted by introducing contactless delivery and implementing tamper-proof, safety-sealed packaging to reassure customers about the safety of their food. These innovations weren’t just stopgap measures, they set a new standard for how we operate and demonstrated our ability to adapt quickly in the face of adversity,” he adds.
Throughout every challenge, Farrell emphasizes the importance of innovation, adaptability, and teamwork as the basis of Pizza Pizza’s continued success.
He says: “Whether it’s navigating the complexities of a competitive market, addressing global crises like the pandemic, or helping franchisees overcome economic pressures, we have consistently demonstrated our ability to evolve and thrive while staying true to our mission, ‘Always the best food, made especially for you.’
“It’s all about delivering exceptional customer experiences,” he says.
From maintaining high product quality to ensuring fast, friendly service, franchisees are taught to focus on creating a welcoming and efficient environment for customers.
Empowering franchisees
Pizza Pizza’s comprehensive training program is the foundation of its franchisee support system. The program begins with virtual learning on the Pizza Pizza Interactive Education (PIE) platform (see what they did there?) and progresses to hands-on training at the Innovation and Learning Centre.
Franchisees then gain real-world experience at certified training locations. The immersive approach ensures franchisees are ready to go by the time they open their doors.
Support doesn’t end once the franchise is operational, however. Regional Operations Managers (ROMs) provide ongoing mentorship, checking in regularly, providing advice on everything from day-to-day operations to long-term strategies. They’re the go-to resource for solving problems and mentoring franchisees, while centralized teams assist with marketing, IT, real estate, and more.
“Our marketing team handles national campaigns and collaborates with franchisees on localized strategies, creating a balance of national strength and local relevance,” Farrell says.
The brand’s commitment to building strong relationships with franchisees is vital for its continued growth and success.
“We’re not just handing over a playbook; we’re invested in their success,” he explains. By managing the back-end operations, Pizza Pizza allows franchisees to focus on growing their businesses and delivering consistently good customer experiences.
Evolving consumer preferences
Pizza Pizza has remained at the forefront of industry trends by adapting to changing consumer preferences. The growing popularity of delivery apps has been one of the most transformative changes in the QSR industry.
“We were one of the first QSR brands to launch our own online ordering platform and mobile app,” Farell says. The award winning app’s features, such as real-time order tracking and seamless payments, have become an industry standard, while partnerships with third-party delivery platforms have further expanded Pizza Pizza’s reach.
Menu innovation is another area where the brand continually focuses. From introducing plant-based options to accommodating gluten-free and other dietary preferences, Pizza Pizza is committed to offering something for everyone
“These additions are not just a response to trends but a commitment to our inclusive belief that ‘Everyone Deserves Pizza’, allowing us to serve a wider audience while staying true to our reputation for delicious, high-quality food,” Farrell says.
Sustainability is also a priority. Pizza Pizza has implemented eco-friendly practices, such as biodegradable pizza props and certified sustainable pizza boxes. Partnerships with organizations like Second Harvest and Too Good to Go have also helped reduce food waste, saving over 200,000 meals in 2024 alone.
“These initiatives not only address a critical social issue but also provide franchisees with a meaningful way to contribute to their communities.,” Farrell adds.
Future growth opportunities
Looking ahead, Pizza Pizza will continue expanding, opening over 40 new locations annually across Canada, including exploring non-traditional sites. Internationally, the launch of the PZA Pizzeria brand in Mexico marks a bold step into the global market.
“This entry into the global market reflects our ambition to introduce our brand’s quality and service to new markets,” Farrell says.
Product innovation remains a key focus and Pizza Pizza’s in-house Director of Culinary and Product Innovation continually works on elevating core menu items and introducing limited-time offers and seasonal specials.
Strategic partnerships, such as collaborations with brands like Tabasco, further enhance the menu.
“Innovation is a core ingredient of our strategic recipe,” Farrell states. “We’re focused on developing limited-time offers and seasonal specials that keep our menu fresh and encourage repeat visits.”
For prospective franchisees, Farrell has this to say: “At Pizza Pizza, we believe, ‘Everybody Deserves Pizza,’ and I truly believe that everyone deserves the chance to be successful.”
“Approach this opportunity with both passion and preparation. Owning a franchise is an incredible journey, but it’s not just about financial investment, it’s about investing your time, energy, and heart into building something meaningful.”
“The first step is to ask a lot of questions. During the discovery process, get to know the brand, its values, and its expectations. Talk to current franchisees, visit existing locations, and immerse yourself in what it means to run a Pizza Pizza franchise. Our team is always here to answer your questions and provide transparency, but it’s up to you to ensure you’re comfortable with the responsibilities and rewards that come with being part of our family.”
“We provide the tools and support to help you succeed, but your passion for the business and the brand is what will truly set you apart” he concludes.”
In a super-competitive market Pizza Pizza exemplifies how a strong brand identity, innovative practices, and comprehensive franchisee support will drive sustained success.
As the brand continues adapting to consumer preferences and expanding into new markets, it remains focused on its one simple truth – Everyone deserves pizza.
