New York Pizza

Rapid expansion in Germany thanks to acquisitions

Happy about the successful deal (from left): Andreas Dießl (Pizza Planet), Karsten Freigang (New York Pizza Germany), Oliver Weber, Matthias Werner, Peter Wilkens (all Flying Pizza).
New York Pizza
Happy about the successful deal (from left): Andreas Dießl (Pizza Planet), Karsten Freigang (New York Pizza Germany), Oliver Weber, Matthias Werner, Peter Wilkens (all Flying Pizza).

With the Dutch pizza delivery specialists from New York Pizza, another big player is growing up in the segment. Thanks to the acquisition of the third delivery service in less than a month, the new market participant in Germany now has more than 100 stores.

Since October 6, all 43 stores of the delivery service Flying Pizza in Northern and Eastern Germany as well as the more than 30 establishments of Pizza Planet in Berlin's suburbs belong to the New York Pizza family in Germany. At the beginning of September, New York Pizza already took over the premium delivery service Stückwerk with 32 units in North Rhine-Westphalia. The three pizza chains generated sales of 45.3 million euros in 2020. The parties agreed not to disclose the purchase price.

According to its own statements, New York Pizza wants to become one of the main players on the German market. Although New York Pizza has existed in Germany since 2014 in Cologne, the nationwide expansion will only start with the acquisitions. The first stores will be rebranded as early as November.

With the purchase, New York Pizza now has 342 franchisee-operated stores: 234 in the Netherlands, 107 in Germany and one in Belgium. The announcement was made by Sweden's Orkla Group, which has held a 75 percent stake in New York Pizza since June 2021.

On the way to becoming Germany's No. 2

Philippe Vorst, founder and CEO of New York Pizza, on the expansion plans for Germany: "Since its founding in 1993, New York Pizza has grown to become the most successful Dutch franchise company. Now we want to continue expanding in the German market, as we see great potential here."

With the acquisitions, New York Pizza is working to become the second largest pizza delivery service in Germany. Other major players in the segment by units (as of Dec. 31, 2020) include Domino's Germany (345), Call a Pizza (110), Smiley's Pizza (63), Freddy Fresh (75 ) or Pizza Max (45 ), according to foodservice 's Top 100 ranking. With the core product pizza, but not the same focus on delivery, L'Osteria (108) and Pizza Hut (87 units ) should be mentioned as extended competitors.

Tried and tested recipes remain for now

Customers can initially choose from the proven assortments of the existing brands and the products of New York Pizza. This was also the strategy pizza delivery leader Domino's followed when it acquired Joey's in 2015, so as not to alienate regular customers.

When it comes to recipes, New York Pizza says its dough is what sets it apart. What makes it special, according to the company: The baked dough ripens in the box and thus remains just as delicious as fresh out of the oven - whether as a traditional, Italian-thin version or as the original New York Style Pizza with an airy, crispy crust.

Behind the franchise system is a high level of digitalization, for example in the ordering system - a must for modern delivery concepts. Customers can order via app, online, by phone or in the restaurant and track when the pizza arrives via the online ordering system.

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