Blaze Pizza

Blaze Pizza
Private
Industry Food and beverage
Genre Fast-casual dining restaurants
Founded 2011
Founder Elise and Rick Wetzel
Headquarters Pasadena, California, United States
Number of locations
 105
Area served
 United States, Canada
Key people
Products Pizza
Slogan "Intelligent Choices for Our Pizzas, People & Planet" & "Fast-Fire'd"
Website www.blazepizza.com/

Blaze Pizza LLC is a Pasadena, California-based chain within the fast-casual dining restaurants category. Founded in 2011 by Elise and Rick Wetzel of Wetzel’s Pretzels, Blaze Pizza was modeled after the Chipotle concept as a made-to-order approach to serving customers.[1] National Basketball Association (NBA) champion LeBron James is one of the original investors in the chain, which is touted by Bloomberg “as the next Chipotle”.[2]

Blaze Pizza was ranked as the #2 brand in the 2015 Fast Casual Top 100.[3]

Concept

Blaze Pizza’s name was derived from how quickly a create-your-own pizza can be “Fast Fire’d” in an 800-degree open-flame oven – an average cook time is 180 seconds.[4] Customers begin by choosing which of the fresh ingredients they’d like on their pizza pie. As they work their way down the assembly line, staff assist the customer at each step resulting in a unique custom pizza each time.[5] When they arrive at the end of the line, their custom-built pizza is ready to be cooked in record time.[4][6]

The company’s culture encourages customer self-expression and individuality. Phrases such as “Cause a Scene Every Day”, “Be Unconventionally Wise”, “There is No Wrong Way to Play” and “Keep Your Feet Firmly Planted Off the Ground” are accompanied by full-wall visual graphics within the interior space of a Blaze Pizza. The company’s slogan is “Intelligent Choices for Our Pizzas, People & Planet.”

The restaurant’s décor is thoughtful and modern with an urban feel, which is created by the use of stainless steel and reclaimed wood. Blaze has carefully sourced its packaging to be eco-friendly. They purposefully source their tableware and packaging to be fully compostable and/or recyclable. Drink lids, straws and cups are made from plant-based materials. Their boxes are certified by the Sustainable Forestry Initiative.

History

Blaze Pizza was founded in Pasadena, California by Rick and Elise Wetzel in 2011. The fast-fired, customizable pizza concept debuted their first location in Irvine, California on August 6, 2012. Their second followed on October 15, 2014 in Pasadena, California. In 2014, Zagat noted Blaze Pizza as “One of 10 innovative restaurants around Los Angeles.”[7] The concept’s popularity has been fueled by its obsessive attention to food, design and its unique service culture.[8]

The 10 Blaze locations open throughout 2014 posted $1.55 million average unit volume. By the end of 2014 Blaze had 50 locations in 15 states.[9] In July 2015 the company announced its 80th location and said that it operates in 20 states including the major metropolitan areas of Los Angeles, New York City, Chicago, San Francisco, Dallas, Miami & Washington D.C.[8]

In August, 2015 the company announced plans to open its first location outside the U.S., in Toronto, Canada.[10]

Menu

In addition to their eight featured Signature Pizzas, a Build-Your-Own option is included. Blaze offers more than 40 fresh toppings to choose from;[11] and at a cost of about $8.00.[12] Each restaurant makes its own dough in-house from scratch.[13] Dough is fermented in the restaurant for 24 hours before use.[14] Blaze offers an optional gluten-free dough and vegan cheese.[15]

Executive Chef Brad Kent, a Culinary Institute of America in New York graduate with a degree in food science and nutrition, is responsible to creating Blaze Pizza’s dough and signature recipes.[16][17] In 2013, Chef Brad was recognized by Zagat Guide. Zagat wrote “Chef Kent's pizzas are darn near perfect.”[17]

Salads, S'more pies and blood orange lemonade are among other products listed among the menu. The company has also introduced online ordering[18] to help avoid lines.

Investors

The brand quickly received attention from early celebrity investors such as journalist, activist and author Maria Shriver, NBA star LeBron James, American film producer John Davis, and Tom Werner, co-owner of the Boston Red Sox.[2]

Growth plan

Blaze has become the first fast-casual pizza restaurant to hit 50 units open.[19] They have commitment to open 343 restaurants in 39 states. They have grown to $33 million in sales and $1.55 AUV in 2014.[9] On pace to open an average of one new store every five days,[20] and least 500 locations by 2020. An initial public offering is possible in the next two or three years from 2015.[2]

References

  1. ↑ Oches, Sam (September 2013). "Pizza's Arms Race". QSR Magazine. Journalistic Inc. Retrieved 7 September 2015.
  2. 1 2 3 Giammona, Craig (April 14, 2015). "lebron-backed Pizza Chain Aims to Top Chipotle". Bloomberg Business. Bloomberg. Retrieved 7 September 2015.
  3. ↑ "2015 Fast Casual Top 100 Movers & Shakers" (PDF). Fast Casual. Tom Harper. 2015. Retrieved 7 September 2015.
  4. 1 2 Marchand, Lisa. "In a Blaze of Pizza Glory". Minnesota Monthly. Minnesota Monthly. Retrieved 16 September 2015.
  5. ↑ Lutz, Ashley (February 12, 2015). "A Chipotle-style pizza chain endorsed by LeBron James is taking over America". Business Insider. Business Insider Inc. Retrieved 16 September 2015.
  6. ↑ Balla, Lesley (January 6, 2014). "10 Innovative Restaurants Around LA". Zagat. Zagat. Retrieved 16 September 2015.
  7. ↑ Linkner, Josh (May 19, 2015). "How Blaze Pizza Is Defining A New Restaurant Category". Forbes. Forbes. Retrieved 7 September 2015.
  8. 1 2 "Blaze Fast-Fire'd Pizza Set to Open 80th Restaurant". Restaurant Magazine. Restaurant News. July 15, 2015. Retrieved 7 September 2015.
  9. 1 2 "Blaze to expand footprint to 28 states, Canada in 2015". Pizza Marketplace. Networld Media Group LLC. April 29, 2015. Retrieved 7 September 2015.
  10. ↑ Fitzpatrick, Hayley (August 3, 2015). "A pizza chain that emulates Chipotle and counts LeBron James as an investor is going international". Business Insider. Business Insider Inc. Retrieved 7 September 2015.
  11. ↑ "Menu - Build Your Own". Blaze Pizza. Blaze Pizza LLC. Retrieved 7 September 2015.
  12. ↑ Robinson-Jacobs, Karen (March 12, 2015). "Blaze Pizza to heat up Frisco pizza scene in May". The Dallas Morning News. The Dallas Morning News Inc. Retrieved 7 September 2015.
  13. ↑ "Free pizza this Friday at Carmel's newest pizza restaurant". Current in Carmel. Current in Carmel. August 18, 2014. Retrieved 7 September 2015.
  14. ↑ Chaplin, Cathy (January 29, 2015). "L.A.'s fast-casual pizza shops: A look at 7 margherita pizzas". Los Angeles Times. Los Angeles Times. Retrieved 7 September 2015.
  15. ↑ Lassiter, Lesley (May 4, 2015). "First Bite: Blaze Pizza". Nashville Scene. City Press LLC. Retrieved 7 September 2015.
  16. ↑ Balla, Lesley (September 25, 2013). "Q&A: Brad Kent on Olio's Perfect Crust, Blaze, More". Zagat. Zagat. Retrieved 7 September 2015.
  17. 1 2 "Blaze Pizza's executive chef recognized by Zagat". Pizza Marketplace. Networld Media Group LLC. January 4, 2013. Retrieved 7 September 2015.
  18. ↑ Anderson, Scott Thomas (February 20, 2015). "Noted chef visits Roseville as Blaze Pizza launches". Roseville & Granite Bay Press Tribune. Gold Country Media.
  19. ↑ Jennings, Lisa (December 12, 2014). "Blaze Pizza to lead fast-casual pizza chains in units open". Nation's Restaurant News. Penton. Retrieved 16 September 2015.
  20. ↑ Chaplin, Cathy (January 29, 2015). "L.A.'s fast-casual pizza shops: A look at 7 margherita pizzas". Los Angeles Times. Los Angeles Times. Retrieved 16 September 2015.

External links

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