3. russo’sfranchisebrand
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 as his Grandpa and Nona
Russo did back in Avellino, Italy.
These experiences stuck with young Anthony as his family 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.
the entrepreneur emerges
After earning his Chef’s distinction, Anthony opened his first pizza place
at the young age of 18. Shortly after, he opened “Anthony’s Pizzeria” in
Clear Lake, Texas. A move to Houston brought “Café Anthony,” then the
upscale Italian restaurant “Russo Café Anthony.” In 1992 Russo’s New
York Pizzeria opened, and proved a model for success.
Like his father, Chef Russo created a loyal, almost cult following.
Nowhere else in Houston, could people find authentic New York-style
pizza. The family recipe for hand-tossed dough, the sauce made from
fresh-crushed California tomatoes, the imported Italian cheese blends,
all of these little things made a big difference. Plus, Chef Russo was
among the first in Houston to use a coal-fired brick oven. The bubbling
of the crust, the flavors of a well-used oven, the preparation of pure
ingredients — it was unrivaled, as is today.
it all started in russo’s
family kitchen
Chef Russo’s mother’s family
Chef-to-be, Anthony at age 12
Chef Russo
hand-selecting
the finest fresh
tomatoes
4.
5. russo’sfranchisebrand
In traditional Italian families, some of life’s greatest joys
take place around the table. Italians understand the magic
created when the joys of conversation and intimacy mingle
with the pleasures of beautiful food and drink.
At Russo’s, we strive to recreate this phenomenon between
family and friends at every meal. It’s not just the food, it’s
the experience that keeps customers coming back. They
come for warmth, conversation, and a sense of belonging.
Traditions provide a means to honor and maintain bonds
with our ancestors. Chef Russo’s family traditions play a
role in every aspect of the business - the preparation of
each authentic recipe, the warm welcome shown to each
customer, the respect given to every employee. All
passed down through generations, never to be forgotten.
Generations in the making
our
culture
“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
6.
7. russo’sfranchisebrand
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
franchise location will master the skills it
takes to deliver a delicious, quality Italian
meal for our customers—every time.
100% BLACK PMS 1807 PMS 110
PMS COATED COLORS
russo’s
brand promise
When you’re as passionate as Anthony is about food, you have no choice but to become personally
involved. The smallest of details is often the most important and is from which we take the most pride.
8. $1,057,516.93AVERAGE ANNUAL GROSS SALES
$216,253.59OR 20.45% AVERAGE FOOD COSTS
$251,896.16OR 23.82% AVERAGE PRE-TAX CASH FLOWS
russo’s corporate new york pizzeria restaurants’
facts and figures
These figures represent the average restaurant revenue of four (4) domestic Company-operated Russo’s New York Pizzeria locations of various designs and sizes for our
fiscal year ended December 31, 2012, along with average Food Costs and Pre-Tax Cash Flows for the four (4) domestic Company-operated Russo’s New York Pizzeria outlets
only. Actual results could vary substantially from unit to unit and Franchisor cannot estimate the results of any particular franchise. In arriving at our Food Cost calculation,
the food costs at the Company-operated Russo’s New York Pizzeria Westheimer location were reduced by 4% because that is the Corporate Training store for Franchisees.
The Average Pre-Tax Cash flow does not include a royalty fee because these locations are Company-operated. The expenses incurred by a franchised restaurant will
include our standard royalty fee. Because Russo’s operates 5 Company-operated Restaurants (4 Russo’s New York Pizzeria and 1 Russo’s Coal-Fired Italian Kitchen
locations), we are able to achieve certain economies of scale and operational efficiencies that may not be available to a Franchisee operating one Restaurant, as is the case
for the typical Franchisee. However, the income from our Company-operated Restaurants ultimately must bear costs of our management team and other corporate office
overhead. These costs are not reflected in the foregoing cash flow data, which reflect operational cash flows at the Restaurant level, excluding the burden of corporate
overhead. We are also able to obtain economies of scale in other areas, such as insurance, that may not be available to Franchisees. Because of the size of our operations,
insurance risks are spread over multiple Restaurants, which enables us to bargain for lower group-rate insurance costs. We are also able to use the size of our operations to
achieve volume discounts and other cost savings based on our purchasing power. These cost savings, in areas including telephone services and marketing, may not be
available to Franchisees operating on a smaller scale.
CAUTION – AS A CONSEQUENCE OF THE FACTORS DISCUSSED ABOVE, AND OTHER VARIABLES THAT WE CANNOT ACCURATELY PREDICT, A NEW
FRANCHISEE’S INDIVIDUAL FINANCIAL RESULTS ARE LIKELY TO DIFFER FROM THE RESULTS SHOWN IN THESE FIGURES.
9. russo’sfranchisebrand
here are three
big opportunities
Russo new york pizzeria concept grows more sales per sq/ft then our
competitors in today market place. below is our big opportunity to grow more
market share.
{1} {2} {3}
sit-down dining
Our classic sit-down restaurants
serve fresh made-to-order pizza,
pasta and salads, allowing pizza-
lovers to experience the
traditional New York Pizzeria feel,
but still at a reasonable price.
delivery
Pizza delivery services allow
customers to call in or place their
orders online. This concept is a
key service to some of the most
popular pizza franchises—
including our competitors. But
what separates us is that we offer
and deliver unique menu items
along with our fresh pizza which
increases your sales.
carry out
Approximately 20 to 45 percent
of our customer orders are carry
out, making this the most popular
pizza carry-out service. Offering
the same convenience and
quickness as delivery services,
minus the extra delivery tip.
10. growth opportunities in the
domestic market
30 locations in the following cities
Houston, Texas
Galveston, Texas
Richardson, Texas
McAllen, Texas
Corpus Christi, Texas
Conway, Arkansas
Germantown, Tennessee
Miami, Florida
Kingwood, Texas
Pearland, Texas
Katy, Texas
Sugarland, Texas
The Woodlands, Texas
new locations coming soon
Dallas, Texas
Tulsa,
Oklahoma
Hawaii
Maryland
11. russo’sfranchisebrand
growth opportunities in the
international market
international locations
Abu Dhabi, UAE
Dubai, UAE
international locations coming soon
Riyadh, Saudia Arabia
Doha, Qatar
Manama, Bahrain
12. we love to hear
from our franchisees
“Definitely look at the benefits and
discounts and compare them with
other franchises. I never had my
own business, and from day one he
walked me through every step.”
robert carlisle
New York Pizzeria Franchisee, 2013
“We opened a Russo’s Coal-fired Italian
Kitchen near our home because we knew
they would support us, which is exactly
what happened.”
ali ahly
Coal-Fired Italian Kitchen Franchisee, 2007
“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
we make their pasta dishes to order.”
allyson huston
Coal-Fired Italian Kitchen Franchisee, 2008
“WhatappealedtouswithRusso’sis
thefactithasfreshingredients.”
murad al nasur
New York Pizzeria Franchisee, 2013
“I have so many repeating 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
13. russo’sfranchisebrand
we’re making
headlines
our efforts
awarded
We do things differently, and people notice. From raving
reviews to franchise expansion news, please take a moment
to read our recent write-ups.
We’re extremely proud of our franchise system and
honored by any recognition we receive. Please take a
moment to browse our virtual trophy case below.
“No matter how you slice it,
Anthony Russo’s pizza is tops”
“Culinary Queen Rachel Ray
chooses best pizza in the
country; Russo’s Coal-Fired
Italian Kitchen makes the cut.”
“A Slice of Heaven: New York
Pizzeria bakes up a pie that’s
the stuff of dreams”
“2009 Nominee...
Best Pizza in Houston Contest”
14.
15. russo’sfranchisebrand
be a part of the passion
in just 8 easy steps
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.
2Pre-qualified prospective franchisee is invited to visit
New York Pizzeria’s corporate office.
3Franchise Review Committee notifies candidate that
they are approved or denied. If approved, they are
invited to Discovery Day to take a tour of our concept.
4A Franchise Agreement and UFOC are sent to the
approved candidate to be reviewed, at which time, the
prospective franchisee has 14 days in which to review all
documents. After 14 days, the candidate then pays the
franchise fee.
5At this time, New York Pizzeria will provide site
guidelines and assist the approved franchisee in
site selection.
6New York Pizzeria will work with an assigned
architect in order to provide the franchisee with an initial
store layout.
7While 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 ARE READY FOR SUCCESS!
Congratulations! Thanks for sharing in our passion for fine, fresh food and an unforgettable customer
experience. You are well on your way to becoming an entrepreneur and an important part of the
Russo’s New York Pizzeria family.
16. upscale dining franchise concept
We’ve taken our award-winning Russo’s NY Pizzeria
franchise and expanded the concept in every way: the
menu, the building, the target markets. What has
remained the same? The freshest, premium
ingredients; the authentic Italian recipes; the old
world charm and hospitality. It’s all been repackaged
into an upscale, sit-down restaurant. We’re extending
to you a personal invitation to join us at Chef Anthony
Russo’s table. Let us share with you our food, our
passion, and above all, the secrets to our success.
Find out how we set ourselves far apart from other
Italian restaurant chains.
17.
18. location specifications
• 2,700 - 5,000 sq/ft
• Minimum 15ft store frontage
• Minimum finished 12ft ceiling height
• In-line or end-cap
• Excellent street visibility
• Outdoor seating if available
• Ample parking
demographics
• Average Household income:
$95,000 plus
• Daytime population:
35,000 within 3 mile radius
• Residential Population:
50-75,000 in a 3 mile radius
location type
• Strip centers
• Lifestyle centers
• Regional power centers
• Street Retail
• Campus sites near schools/colleges
• Family friendly neighborhoods
how to meet the following
franchise criteria
19. Here is a summary of the cost
associated with investing in a single-
unit Russo’s Coal Fired Italian Kitchen.
We have spent years developing a
business strategy and initial investment
that is one of the lowest in the
comparable category within the quick
service restaurant industry. This is a
top line estimated summary,
qualify by numbers
Here are some basic requirements to
become a part of the Coal-Fired Italian
Kitchen Franchise Team:
• Total Capital Required:
$649,850 – $1,410,000
• Minimum Cash-on-Hand:
$150,000 to $450,000
• Net Worth Minimum:
$1 Million
• Ongoing Royalty Payment:
6% of gross sales
1% Brand Management
• Financing by Third Party
the numbers breakdown*
Expense
Item
Initial Franchise Fee
Leasehold Improvements
Business licenses, permits,
utility deposits, etc.
Lease and other rental expenses
Architectural
Engineering
Retail Equipment/Delivery
Electronic Cash Register System
Facsimile Machine
Signage
Travel, lodging and meals for
initial training
Ancillary Real Estate Fees
Additional Funds
Initial Inventory
Insurance deposits/premiums
Grand Opening Advertisement
In-Store OpeningTraining
Site Evaluation Expenses
Total
Price Range
Low
$ 49,500
$ 350,000
$ 5,000
$ 5,000
$ 15,000
$ 4,000
$ 130,000
$ 10,000
$ 350
$ 5,000
$ 10,000
$ 5,000
$ 25,000
$ 10,000
$ 10,000
$ 7,500
$ 7,500
$ 1,000
$ 649,850
High
$ 49,500
$ 750,000
$ 10,000
$ 25,000
$ 25,000
$ 10,000
$ 240,000
$ 40,000
$ 500
$ 40,000
$ 40,000
$ 10,000
$ 50,000
$ 30,000
$ 20,000
$ 15,000
$ 50,000
$ 5,000
$ 1,410,000
franchise
investment
domesticfranchiseopportunities
25. coal-fireditaliankitchen
missouri city, texas
sienna plantation
restaurant facts
• 2,620 sq ft
• Estimated cost: $690k
• Seating capacity:
Inside: 84
Outdoor patio: 68
• Avg food cost: 21%
• Avg ticket: $32.50
custom features
• Gelato Bar
• Wine bar
• Dine-in, delivery,
take-out, catering
• Custom designed
interior
26. Spinach Artichoke Napolatana
Truth be told, when trying to gain an
appreciation for our premium ingredients
and authentic recipes, the pictures say
more than words ever can. We are strong
believers in serving the finest and freshest
Italian Cuisine.
when tasting is not an option.
seeing is believing
36. fast casual franchise concept
New York, one of the culinary capital of the world, is known
for great Italian food, particularly, pizza. Our NY Pizzeria
restaurant is reminiscent of the authentic pizzerias that
emerged in the 1800s. In 1992, the level of cuisine found at
Anthony Russo’s first NY Pizzeria in Houston, Texas, was a
quality unknown to the Texas market. It didn’t take long
until Russo’s was the rave of Houston—with family stories,
their traditions and the incredible fresh taste that differed
from everyone else New York Pizzeria has experienced
steady growth since the first restaurant in 1992, with more
than 30 locations. We invite you to find out how we set
ourselves apart from other pizza franchise concepts.
37.
38. location specifications
• 1,500 - 3,500 sq/ft
• Minimum 15ft store frontage
• Minimum finished 12ft ceiling height
• In-line or end-cap
• Excellent street visibility
• Outdoor seating if available
• Ample parking
demographics
• Average Household income:
$60,000 plus
• Daytime population:
35,000 within 3 mile radius
• Residential Population:
50-75,000 in a 3 mile radius
location type
• Strip centers
• Lifestyle centers
• Regional power centers
• Street Retail
• Campus sites near schools/colleges
• Family friendly neighborhoods
how to meet the following
franchise criteria
39. the numbers breakdown*
Expense
Item
Initial Franchise Fee
Leasehold Improvements
Business licenses, permits,
utility deposits, etc.
Lease and other rental expenses
Architectural
Engineering
Retail Equipment/Delivery
Electronic Cash Register System
Facsimile Machine
Signage
Travel, lodging and meals for
initial training
Ancillary Real Estate Fees
Additional Funds
Initial Inventory
Insurance deposits/premiums
Grand Opening Advertisement
In-Store OpeningTraining
Site Evaluation Expenses
Total
Price Range
Low
$ 49,500
$ 150,000
$ 5,000
$ 5,000
$ 15,000
$ 4,000
$ 130,000
$ 10,000
$ 350
$ 5,000
$ 10,000
$ 5,000
$ 20,000
$ 10,000
$ 5,000
$ 7,500
$ 7,500
$ 1,000
$ 439,850
High
$ 49,500
$ 750,000
$ 10,000
$ 25,000
$ 25,000
$ 10,000
$ 270,000
$ 40,000
$ 500
$ 40,000
$ 40,000
$ 2,000
$ 30,000
$ 20,000
$ 20,000
$ 15,000
$ 50,000
$ 5,000
$ 1,410,000
Here is a summary of the cost
associated with investing in a single-
unit Russo’s New York Pizzeria. We
have spent years developing a business
strategy and initial investment that is
one of the lowest in the comparable
category within the quick service
restaurant industry. This is a top line
estimated summary, so if you have any
additional questions please do not
hesitate to contact us.
qualify by numbers
In order to become a part of the New
York Pizzeria Franchise Team, here are
some basic requirements:
• Total Capital Required:
$439,850 to $1,410,000
• Minimum Cash-on-Hand:
$75,000 to $450,000
• Net Worth Minimum:
$500,000
• Ongoing Royalty Payment:
6% of gross sales
1% Brand Management
• Financing by Third Party
franchise
investment
newyorkpizzeria
46. It starts with genuine, hand-tossed dough made
from 100% Italian semolina wheat with no additives
or preservatives. Next, the sauce. Vine-ripened
tomatoes direct from California are hand-crushed,
simmered and enhanced with a generations-old
Russo family recipe. Then, we add 100% pure, fresh
mozzarella cheese that comes from a small dairy
farm in Wisconsin.
all-natural ingredients make our pizzas
better, naturally.
61. internationalfranchise
restaurant facts
• 2,770 sq ft
• Seating capacity: 92
custom features
• Counter service
• Dine-in, take-out, delivery
• Custom designed interior
abu dahbi, uae
al wahda
64. Corporate Office
New York Pizzeria, Inc.
5847 San Felipe | Suite 1730 | Houston, TX 77057
Toll-free 855.978.7767 Office 713.821.1322 Fax 713.821.1318
For new franchise inquiries, contact our franchise sales team at
franchise@nypizzeria.com.
M ember of
