Published on 20 Apr 2021 Time 3 min read Last update by 30 Jan 2024

Firenza Pizza Franchise Review (2024)

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Firenza is a fast casual pizza concept featuring New York style pizzas, wings, meatballs, and salads committed to fast service with high quality ingredients.

Firenza Franchise Background 

Firenza is unique in the fast casual pizza space as they allow the customer to fully customize their pizza. The made-to-order pizzas are prepared and served very quickly. Additionally, they are baked-from-scratch using very high quality ingredients

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Management Team

Founded in 2014 by Domino’s veteran and expert operator, Dave Wood, CEO and founder, when he realized that his experience in the industry would enable him to offer a much superior product for a fast casual price point. Dave teamed up with his long time operating partner, Dave Baer, to create and launch the business.

Firenza has been able to grow remarkably quickly due to the management team’s vast industry experience and track record of success.

Recently, Firenza acquired another fast casual pizza company called Persona, which has added one of the top pizza chefs, Glenn Cybulski, to the management team

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Franchise Strengths

  • Very experienced franchise management team that has opened up locations in a wide variety of states
  • Use of high quality ingredients leads to a superior tasting and healthier product that is evident to consumers
  • High gross margin business
  • Differentiated product offering at an affordable price point baked quickly through an innovative baking process

Franchise Weaknesses

    • Location and site selection are quite important in dictating the success of the business
    • Margins have the potential to be eroded due to changes in price of ingredients and / or increase in labor costs

Franchise Opportunities

  • Opportunity to grow with an emerging yet experienced franchisor that is rapidly growing all over the U.S.
  • Huge industry that is continuing to grow – the pizza industry is worth over $38bn a year in the U.S.
  • 93% of Americans go out for pizza or buy grocery-store pizza at least one a month(1)
  • The majority of people prefer New York style pizza(2)
  • Opportunity to differentiate from competitors through quick service pizza at an affordable price point. Also offers gluten-free products
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Franchise Threats

    • Operating in a large, competitive market
    • Potential for more consumers to choose to cook and eat meals at home
    • Potential for food tastes to change and failure to adapt to those changes
    • Profits can be negatively impacted due to close proximity of a similar competitor
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How much is a Firenza Franchise?

Firenza Franchise cost ranges from $256,450 to $546,000 according to the 2020 FDD

Estimated Initial Investment

Cost TypesAmount (in USD)To Whom Payment is to Be Made
LowHigh
Franchise Fee$40.000$40.000Franchisor
Travel and Living Expenses while Training1.0004.000Various Vendors
Real Estate / Rent and Deposit3.75020.000Landlord
Leasehold Improvements55.000210.000Various Vendors
Buildout Management015.000An Approved Vendor
Equipment and Small Wares70.00090.000Various Suppliers
Mill Works and Furniture40.00052.000Various Designated Suppliers
Signage3.00015.000Vendor
Computer System4.0007.000Designated Vendor
Office5002.000Various Suppliers
Licenses and Permits5005.000Licensing and Permit Authorities
Legal and Accounting2.0005.000Attorney, Accountant
Dues and Subscriptions200500Various Vendors
Utility Deposits02.500Utility Companies
Insurance5003.000Insurance Company
Initial Inventory3.5005.000Designated and Approved Suppliers
Grand Opening Marketing2.50010.000Designated and Approved Suppliers
Additional Funds (3 months)30.00060.000Suppliers and Employees
Total$256,450$546,000
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Take out and delivery model

Cost TypesAmount (in USD)To Whom Payment is to Be Made
LowHigh
Franchise Fee$40.000$40.000Franchisor
Travel and Living Expenses while Training1.0004.000Various Vendors
Real Estate / Rent and Deposit2.50010.000Landlord
Leasehold Improvements25.000110.000Various Vendors
Buildout Management015.000An Approved Vendor
Equipment and Small Wares70.00090.000Various Suppliers
Mill Works and Furniture10.00022.000Various Designated Suppliers
Signage3.00015.000Vendor
Computer System4.0007.000Designated Vendor
Office5002.000Various Suppliers
Licenses and Permits5005.000Licensing and Permit Authorities
Legal and Accounting2.0005.000Attorney, Accountant
Dues and Subscriptions200500Various Vendors
Utility Deposits02.500Utility Companies
Insurance5003.000Insurance Company
Initial Inventory3.5005.000Designated and Approved Suppliers
Grand Opening Marketing2.50010.000Designated and Approved Suppliers
Additional Funds (3 months)20.00040.000Suppliers and Employees
Total$185,200$386,000
RoyaltyAd-FundLocal Ad-Fund
6,0%2,0%2,0%

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