We spoke to boss Domenic Primucci about moving forward while respecting the past…
Pizza Nova has spent over six decades perfecting the art of pizza-making while carving a unique niche in the competitive food service industry.
With more than 150 locations and a deep connection to the communities it serves, the family-owned franchise continues to thrive under the leadership of Domenic Primucci, son of founder Sam Primucci.
Founded in 1963, Pizza Nova’s roots lie in Scarborough, Ontario, where the first restaurant at 2272 Lawrence Avenue East introduced locals to artisan pizza. According to Primucci, it’s that history which forms the backbone of the brand.
“Pizza Nova’s heritage has profoundly shaped our identity and driven our growth over the years. Starting as a family-owned business in Scarborough in 1963, we built our foundation on quality, authenticity, and community involvement. These values have deeply influenced our success and growth over the past 61 years and counting,” he explained.
Today, Pizza Nova continues to honor Italian culinary traditions while embracing innovation. Every pizza is “Made with Love,” a tagline designed to lean into being an authentic Italian family pizza business.
Also key to the brand is its “Puro Promise,” a guarantee that all ingredients are thoughtfully sourced to ensure freshness and flavor.
“Our commitment to quality, aka our Puro Promise, drives our decision-making process,” says Primucci. “It is the foundation. We take a thoughtful, purposeful approach to this process. We do not invest in trends, and new menu items and ingredients are well thought-out with the expectation that they will stand the test of time. The additions are based on fresh, quality recipe combinations that enhance the pizza experience and deliver on the brand’s Puro Promise.”
The approach has cemented Pizza Nova’s reputation in a saturated market. From specialty pizzas to Italian sandwiches and even Primucci-branded products like Extra Virgin Olive Oil and Homestyle Tomato Sauce, the brand’s menu reflects its dedication to providing customers with a point of difference and doubles down on its authentic artisan branding.
Consistency and loyalty
Consistency is key to the success of it as a franchise. Each restaurant must offer the same food experience. The ability to maintain consistent quality across its franchise network is a result of rigorous systems and a focus on individual franchisees.
“With an intense franchisee selection process, rigorous training, and unwavering commitment to quality control, we provide franchisees with extensive training during onboarding and throughout their partnership, ensuring they embody Pizza Nova’s standards. Regular audits and standardized recipes safeguard quality across every location,” Primucci explains.
The company also invests in customer loyalty through its Ciao Rewards program, which strengthens relationships with its customer base. “Our Ciao Rewards loyalty program reinforces customer loyalty, which incentivizes our customers and builds lasting relationships by rewarding them for choosing Pizza Nova,” he adds.
Traditionally evolving
“The decision to refresh our brand and its identity came from a desire to modernize the image while remaining true to our quality, authenticity, and community roots. Other factors were also involved, such as an evolving demographic and a saturated market.”
That balance between tradition and innovation defines Pizza Nova’s approach to growth. “It’s delicate but achievable by staying true to our core values while being agile and adapting to changing market demands, consumer preferences, and industry trends. We must embrace change and innovation while never compromising on our legacy,” he says.
Community ties
The firm’s involvement in the community goes beyond providing tasty food. Its charitable initiatives are a cornerstone of the brand.
“We recently partnered with CHIN Radio on Halloween, the busiest day of the year, to raise funds for The Princess Margaret Foundation, which supports cancer research. It’s a heartwarming and impactful event that brings together the entire Pizza Nova community to support cancer research and patient care at the Princess Margaret Cancer Centre. Through donations and a special promotion ($1 from every order on the day of), Pizza Nova continues contributing to an important cause while strengthening our connection to the community,” Primucci says.
It reflects the company ethos of giving back and building meaningful connections with the neighborhoods it serves.
Supporting franchisees
For prospective franchisees, it offers a robust support system to ensure their success from the start.
“We understand that the success of our franchisees is integral to the brand’s overall success. We’ve developed comprehensive systems and support structures to help new and existing franchisees thrive in an increasingly competitive food service industry. Our holistic approach focuses on operational excellence and ongoing support, training, and collaboration.
“For example, the marketing team goes out regularly and personally visits our stores to review the local store marketing initiatives with franchisees and the immediate competitive landscape and generally connect with the franchisees in person,” he explains.
The fast food industry has faced numerous challenges, from economic pressures to shifting consumer preferences but Pizza Nova has managed to adapt while sticking to its principles.
“We’ve navigated these shifts by staying true to our core values of quality, authenticity, and customer service while embracing strategic innovations. Technology has been our friend, whether it’s improving our POS system or introducing a new rewards program. Most obviously, we have always been deeply committed to our communities, and this sense of local responsibility has been especially important during difficult times,” he says.
Looking to the future
As it moves into its seventh decade, the firm’s plans for growth will continue to be based on its artisan ethos and family branding.
“Our vision is to continue growing within Ontario while upholding the values that have defined us for over six decades. We see opportunities to deepen our connection with existing markets, expand into untapped areas, and innovate within our product offerings. Quality, authenticity, and community will remain at the heart of everything we do,” Primucci insists.
While expansion beyond Southern Ontario isn’t currently on the horizon, it isn’t completely off the table. “Never say never, but not at the moment. There are endless opportunities and untapped ‘markets’ in Ontario,” he believes.
By adapting to a rapidly changing market that has been enhanced and altered by tastes and technology, all the while maintaining its original principles, Pizza Nova has built a business with strong, well-known branding, backed by a well-honed support system.
For franchisees looking for a slice of the action, that’s pretty tasty.
