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Business Plan Samples | 08 December, 2022

Pizza Restaurant Business Plan Sample

This pizza restaurant business plan sample is focused on the flourishing growth of San Diego, CaliforniaPizza is one of the world’s most popular foods and California is the best selling state for pizzas.  Aside from being in demand to the younger generation, start-up costs are relatively low, and there is a large potential customer base for this industry.  Our pizza restaurant business plan writers created this sample.


Executive Summary

“Pizza Corner Inc.” (herein also referred to as “Pizza Corner” or “The company”) was incorporated on January 22nd, 2022 by the owner of Pizza Corner Inc, James Willliams. Pizza Corner currently operates as a take-out restaurant that sells fresh pizza with a substantial existing customer base and proven business model. 


As of July 17, Mr. Williams took over operations of Blaze Pizza and is preparing to relaunch as ‘Pizza Corner’, taking the business into a stage of growth and expansion with kitchen upgrades, leasehold improvement, and a revamping of menu offerings and brand marketing. 


Pizza Corner is seeking a $150,000 loan through the Small Business Administration for equipment purchases and leasehold improvements for the newly acquired business location. The company will use these funds to fund the purchase of necessary equipment to produce high-quality fried chicken and pizza and execute on leasehold improvements such as commercial kitchen upgrades and retrofits. 


With over 12 years of experience in the retail and restaurant industry, Mr. Williams is qualified and capable of leading this new business venture to success. He has past experience opening, owning and operating a successful restaurant in Kansas, as well as experience working his way up from a Sales Associate to Store Manager at 7-11. Mr. Williams is now pursuing his own goal of running a successful restaurant that serves high-quality, delicious food for youth, families, sports groups and professionals.


Mr. Williams has a goal to open multiple restaurant locations in attractive markets, using Pizza Corner as a brand name that is well known across Downtown San Diego. Williams’ goal is to use this flagship location to develop a strong reputation for top quality offerings of pizza, fried chicken and pizza, strong customer service, and a dedicated team of culinary professionals. 


Business Overview

Pizza Corner is a take-out pizza, chicken pizza, and fried chicken restaurant located in Downtown San Diego. The company was newly acquired by Mr. Williams, with a plan to update the existing pizza menu options and add unique chicken pizza and deep fried chicken options that come from a specialized in-house recipe. Pizza Corner will operate as a full service take-out restaurant that has a variety of options including combos, promotional and event bundles (such as sports events), and a la carte menu options. The restaurant will be open seven days a week till 10 or 11 pm serving dinner and late night crowds. 


Mission Statement

Our mission is to provide high quality, delicious pizza, fried chicken, and pizza to our community with superior customer service and unique menu offerings; attracting customers across all demographics, including youth, families, sports teams, and working professionals. 


Vision Statement 

Our vision is to open multiple Pizza Corner locations in key markets across Downtown San Diego  and become a top choice for pizza, fried chicken and pizza. 


Core Values

  • Serve customers with unique menu offerings that are distinct from competitors 
  • Become known as a top choice destination for pizza and pizza in the San Diego neighbourhood
  • Achieve and maintain a profitable business 
  • Attract a variety of customer types including youth, after school diners, sports teams, families, adults, and working professionals 
  • Open multiple locations, with a goal of three locations by 2025
  • Invest in our team and hire high quality culinary staff 



Since incorporating in July 2021, the company has achieved the following milestones: 

  • Achieved a 100% buy out of previous owners, establishing James Williams as the sole owner and operator
  • Acquired a business license in Downtown San Diego
  • Secured a restaurant space to run the daily restaurant operations
  • Created and launched a website that displays current up to date information and menu items
  • Developed unique recipes for fried chicken and pizza 
  • Achieved a current product profit margin of 60-65%


Goals and Objectives

  • Successfully acquire $150,000 in financing from the Small Business Administration
  • Upgrade the current kitchen to a full commercial grade kitchen with deep fryers and pizza ovens
  • Acquire a company-owned delivery truck
  • Grow the existing customer base at an increasing rate quarter over quarter
  • Expand the menu to include new pizza offerings, chicken pizza, and fried chicken
  • Establish the restaurant as a top choice for professionals and families living within 10km of the restaurant
  • Attract all demographics including youth, professionals, sports teams, and families
  • Successfully open two more profitable locations by 2025
  • Hire Pizza Makers and kitchen staff, Line Cooks, a Delivery Driver and a Store Manager within the next three years


Market Analysis

Pizza Corner operates in the fast food restaurant industry. Relevant trends include fast food industry trends as well the population growth in Downtown San Diego. The following section will outline the government regulations that apply to operating a fast food establishment, market trends, and key competitors that are relevant to the company. 


Government Regulations

In order to operate a food establishment in California, it is required that owners and operators acquire a Health Operating Permit issued by the regional health authority. In order to obtain this permit, operators need to submit floor plans, food safety plans, sanitization plans, proof of FOODSAFE Level I Certification of all relevant employed staff, a copy of the menu, and additional information required by Environment Health Officers. Restaurants are subject to health inspection visits at any time to ensure the appropriate standards are being withheld throughout business operations. Additional permits that may be required include Municipal Permits and Licenses for waste disposal, grease interceptors, sign permits, sidewalk patios, and site developments. 


Market Trends 

Fast Food Industry

As of 2021, the fast food restaurant industry in the USA was valued at $27.6B with an annual growth rate of 2.8% between 2021-2026. There are approximately 21,092 fast food restaurants in the USA, with 43.1% of restaurants being on-premises limited service, 27.5% being drive through limited service, and 23.5% being off-premises (takeout) limited service establishments. Key drivers include consumer spending, consumer confidence, per capita meat consumption, and access to fast food establishments within 15km of a consumer’s household.  As the US economy continues to grow and consumer spending continues to increase, it is expected that diners will spend more on luxuries such as eating out and/or ordering food for take out. Additionally, demand for fast food will increase as more restaurants cater to specific dietary preferences, such as sustainably sourced meat, vegetarian options, or unique flavor profiles and flavors. 


Population Growth in San Diego, CA

As of 2021, San Diego had an estimated population of 110,000 residents, with an average annual population growth rate of .48%. As of the 2016 census, the average median household was $92,300, with a median age of 45.3 years old. The majority of the San Diego population is married (55.94%), with 24.57% of the population being under the age of 15. This is favorable for Pizza Corner, as the company values offering convenient, delicious food to youth, families and working professionals on the go. San Diego CA has seen an increase in residential construction in the past few years, indicating that more residents will be moving into the area, increasing the brand’s reach and ability to convert local residents to loyal customers to Pizza Corner. 


Key Competitors

Papa John’s Pizza: is an American pizza chain with headquarters located in Atlanta Georgia. It has over 5,000 locations globally in 44 different countries around the world. In the USA, there are 146 Papa John’s Pizza locations, with five located within the LA/White Rock/San Diego border.  Papa John’s offers a variety of pizzas, papadias, sides, desserts and drinks. Customers have the option to customize all pizza types, add dipping sauces, and bundle items in a combo order. Sides include Jalapeno Poppers, Cheddar Knots, Breadsticks, Garlic Knots and Chicken Poppers. Deserts include cookies, brownies, and pull-aparts. Papa Johns also offers a number of ongoing specials where customers can use promotions to bundle products, including 2 for 1, free upgrades, and discounts. Finally, Papa Johns has a rewards program called ‘Papa Rewards’ where frequent purchasers can put points towards discounts on future purchases. 


Pizza 64: is an American pizza franchise chain with locations in LA, San Francisco, Sacramento, and San Jose. Pizza 64 has eleven locations in the Lower Mainland, with two located on the LA/San Diego border. Pizza 64 offers a number of pizzas, pastas, salads and sides, with a focus on innovative and unique pizza flavours. These include Passion of India, Butter Chicken, Mexican Taco, and the Canucks Special. In addition to pizzas, Pizza 64 offers pizza (Teriyaki, BBQ, Hot and Honey Garlic) and has a variety of combo options including pizzas, pizza, potato wedges and pop. Pizza 64 also has a franchise inquiry form listed on their website for interested parties to request information about franchise opportunities.  


Pepperoni Cafe: is a dine in and take-out pizza shop located in the Boundary Park Plaza in LA, CA. Pepperoni Cafe offers dine-in, delivery and pick up and is open from midday to 8 pm daily. In addition to pizzas, Pepperoni Cafe offers Subs, Wraps and Sides, as well as an extensive pizza menu. pizza flavors include Teriyaki, Hot, Buffalo, BBQ, Spicy Thai Peanut, Salt and Pepper and Hotiyaki. Additionally, Pepperoni Cafe has a variety of alternative menu options to cater to various dietary preferences including Gluten Free crusts and plant-based dairy. 


Products and Services

Pizza Corner will have an up-to-date menu with an assortment of freshly cooked pizza, pizza, chicken, breadsticks, and sides. The menu will change to reflect fresh, in season toppings, and include an assortment of specials, combos, and bundling promotions. 


Pricing Model



Garlic Toast and Bread Sticks



Competitive Advantage 

Pizza Corner’s competitive advantage is based on Mr. Williams’ longtime experience and expertise in running, managing and marketing fast food restaurant products. He has the experience and expertise to recognize trends in fast food restaurant dining and create menu items that attract and engage different demographics turning them into loyal customers. 

Pizza Corner has developed a unique selling point based on its menu of unique pizza flavors, expert deep-fried chicken, and a specialized wing menu. In addition to the existing customer base of pizza diners, the fried chicken and pizza menu items will attract new demographics and add to the existing customer base. In particular, Mr. Williams has conducted research that confirms that younger diners between the ages of 16-25 that are sports fans are highly likely to purchase pizza and pizza combos. Having a wide variety of menu items will attract new customers, bringing in new diners in the company’s current radius of 10km. With a rebrand and updating of menu items with exciting new offerings, the company will attract new and existing diners, subsequently turning them into longtime loyal customers. 

Key Success Factors

Pizza Corner key success factors are as follows:

  • Increasing daily rate of products sold
  • Decreasing the number of unsold products thrown out 
  • Increasing rate of return customers
  • Increasing rate of new customers
  • Increasing daily customer volume 
  • Number of positive reviews on google, facebook, and by word of mouth
  • An increasing number of walk-ins quarter over quarter 
  • High sales volume on promotional materials and bundling products 
  • Positive profitability 
  • High staff retention and satisfaction

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Sales and Marketing Plan

Pizza Corner will operate as a take-out restaurant offering pick up and delivery. The company will prioritize marketing and selling to customers that live within a 10km radius of the store, while also increasing brand awareness and recognition to support further expansion goals in the next three years. Mr. Williams has plans to implement a robust sales and marketing strategy to target new customers and generate awareness of the restaurant and its exciting menu items. 

Target Customer

The company has identified target customers to be residents that live within a 10km radius of the restaurant location. These customers are likely to choose Pizza Corner for multiple dining occasions, lowering the overall cost of customer acquisition and creating recurring revenue over time. Pizza Corner aims to attract diners aged between 5-65, including working professionals, families, individuals, students, sports teams and community associations. For chicken wing menu items, in particular, Mr. Williams has identified young diners (under the age of 25), sports fans, and sports teams to be the target demographic, as these three segments are shown to eat chicken pizza more than other segments. 


The restaurant is located in a plaza with a liquor store and Safeway. This is an advantageous position as the restaurant will be exposed to customers who are shopping at these stores and has the opportunity to convert these shoppers into customers. In order to attract and engage new audiences, the company will target these shoppers by advertising promotions and deals for passersby in order to bring them into the restaurant to place orders. 


Working Professionals

  • Resides or works in LA / San Diego, CA
  • All genders
  • 20 – 55 Years of Age
  • Medium Income Quintile ($40,000 – $85,000 / year)
  • Hobbies / Interests: Seeing friends/family, investing, variety of hobbies
  • Marital Status: Most commonly single
  • Pain Points: Requires delicious, reasonably priced meals.
  • Educational Level: High School – University Graduate



  • Either High School or University Students
  • All genders
  • 15 – 25 years of age
  • Low Income Quintile ($0 – $35,000 / year)
  • Hobbies / Interests: social media, movies, hanging out with friends
  • Marital Status: Most commonly single
  • Pain Points: Looking for low-reasonably priced meals that are provided quickly
  • Educational Level: High School – College


Sports Teams

  • Sports teams based in, or playing in LA or San Diego, CA
  • 75% Male / 25% Female
  • 15 – 35 years of age
  • Medium Income Quintile ($40,000 – $85,000 / year)
  • Hobbies / Interests: watching / playing sports, hiking, camping
  • Marital Status: Single, Engaged, Married
  • Pain Points: Looking for a restaurant that can accommodate 15 – 20 people
  • Educational Level: High School – University 

Key Channels

Mr. Williams plans to use marketing to continuously engage existing customers in Pizza Corner offerings to foster repeat purchases and customer loyalty while also educating and engaging new demographics that have been defined as target customers. Pizza Corner will advertise using the following methods:

Organic Social Media Advertising: The company will use social media channels such as Facebook and Instagram to promote Pizza Corner, posting on a regular basis with menu upgrades, promotions, and discounts. In addition to regular posts, Mr. Williams will post on days where there are sporting or other events to promote the restaurant as a good addition to game day celebrations and post-match traditions.

Paid Online Advertising: Mr. Williams will leverage Google Ads to promote Sunshine Hill and Pizza Corner to target demographics in key areas. By using Google Ads, Mr. Williams will be able to strategically target customers located within 10km of the restaurant locations who search keywords such as ‘pizza’ ‘chicken pizza’ ‘take out’ or ‘restaurants near me’ to generate awareness and consideration for the restaurant. The goal of this strategy is to convince new customers to try the restaurant, drawing them to the website to make an online order for delivery or pick up.

Third Party Delivery Services: The company will leverage third party delivery services such as DoorDash, UberEats and Skip The Dishes to advertise the restaurant to customers. As many customers now use these apps exclusively to find take-out dining options, this will allow Pizza Corner to promote their products to customers that are actively searching for a dining option. Additionally, using a third party delivery service enables  the company to leverage outside delivery driver networks without having to invest in their own vehicle or delivery driver staff. 

Grand Opening Event: Mr. Williams plans to launch a grand opening event once the full rebrand is complete and Pizza Corner is ready to launch. This event seeks to invite target customers and community members to try pizza and receive a discount or promotional combo. This will help the company jumpstart awareness generation, and support word of mouth marketing in the local Downtown San Diego community.  

Key Performance Indicators

Pizza Corner will monitor progress by referring to the following key performance indicators (KPI’s) at quarterly management and daily shift meetings:

  • Profitability ratios
  • Number of repeat customers 
  • Number of new customers
  • Sales volume (Month-to-date, Year-to-date)
  • Positive reviews and five-star feedback 
  • Product turnover rate 
  • Staff turnover rate
  • Revenue per customer 
  • Time to be served 
  • Food loss 
  • Number of complaints 

SWOT Analysis

Operational Plan

Pizza Corner is a take-out restaurant in Downtown San Diego. The following section will outline the operational plan and processes for business operations, capital funds deployment, as well as the relevant risks associated with the fast food restaurant industry. 


Operational Process

The company will have operating hours of Monday through Thursday from 3pm-10pm, Friday and Saturday from 11am-11pm, and Sunday 11am-10pm. The restaurant will accept orders online, over the phone, by walk-in and from third party delivery services such as DoorDash and UberEats. Pizza, fried chicken and pizza will be delivered to customers via delivery, or by pick up. 


Equipment & Inventory

The company will use the funds to upgrade the existing kitchen to a full commercial kitchen including a number of deep fryers and pizza ovens. 



The Pizza Corner San Diego location is situated at 1655 N Harbor Dr San Diego, CA 92101


Risk Analysis

Lack of ability to differentiate from competitors: Due to the high number of pizza and wing fast-food restaurants in the Lower Mainland, there is a high amount of competition in this sector. This is a risk as it may force Pizza Corner to heavily compete on price, resulting in increasingly aggressive discounting strategies and eroding profit margins over time. The company can mitigate this challenge by consistently updating the menu with new and exciting items, and offering a unique number of pizza and pizza combos, promotions and bundling discounts. Mr. Williams has developed unique recipes for his menu items that will provide a unique selling point, allowing him to differentiate his restaurant from competitors.


Growing concern over the health risks of fast food: Recent consumer trends have seen increased focus and concern over the health and nutritional benefits of food. This is a risk to Blaze Pizza, as the company falls into the fast-food category which typically is a high calorie, high fat dining choice. However, Pizza Corner has developed a strong value proposition and positioning in the market to attract customers that are looking for an experience, versus eating purely for nutritional benefits. These experiences may be gathering with friends and family, watching a sporting event, or celebrating after a sports game. As such, the health profiles are not a main focus or selling point for the company and will not impact sales to a significant extent. 


Supply chain shock and climate change: Since the company relies heavily on access to fresh produce and meat products, it is susceptible to various supply chain disruptions such as climate change, extreme weather events, and emergency events such as pandemics. However, by developing long term relationships and solid partnerships with a variety of food distributors and suppliers, the company will be able to ensure diversification. This means that if one supplier is unable to deliver products, Pizza Corner will still be able to source necessary ingredients to continue business as usual. 


Management Team

James Williams 

Owner and Operator


Mr. Williams has twelve years of experience in the retail and restaurant industry both in the US and internationally. His experience includes working at a Kentucky Fried Chicken (KFC) at Taylor, a busy central location in Louisville, KY and opening and operating his own restaurant in Indonesia. Upon moving to California, Mr. Williams  worked at 7-11 from 2017-2021, working his way up from Associate to Store Manager. During his management tenure with 7-11, Mr. Williams won the Brand Excellence Award for consistently surpassing sales targets. As of 2021, Mr. Williams quit his job at 7-11 to pursue his dream of running his own successful restaurant chain. 


In addition to his professional experience, Mr. Williams holds a Bachelor’s Degree in Business Studies from University of Louisville. His educational and professional background has given him the skills, experience and knowledge necessary to bring this new venture to success. He is committed to growing Pizza Corner to become a successful and profitable restaurant chain with several locations in key areas throughout Downtown San Diego. 


Recruitment Plan

Mr. Williams will recruit via traditional recruitment techniques such as Indeed, Glassdoor, and Workopolis. Additionally, Mr. Williams will leverage his industry connections to attract and retain top talent in the restaurant industry. Within the next three years the company will recruit the following staff members:


Pizza Maker / Kitchen Staff

Responsibilities Include:

  • Preparing pizza dough, sauces, and various toppings, such as tomatoes, peppers, mushrooms, onions, and meats.
  • Preparing high-quality pizzas according to company recipes.
  • Cleaning workstations before pizza preparation.
  • Ensuring that all utensils and cooking equipment are sterilized before each use.
  • Packaging pizzas accordingly.
  • Managing all food order slips and ensuring that customers’ orders are completed in a timely manner.
  • Disposing of expired or spoiled ingredients at the end of each shift.


Chicken Line Cook  

Responsibilities Include:  

  • Prepare chicken following specific methods and recipes 
  • Maintain sanitation, health, and safety standards in work areas. 
  • Clean food preparation areas, cooking surfaces, and utensils.
  • Operate large-volume cooking equipment such as grills, deep-fat fryers, or griddles.
  • Verify that prepared food meets requirements for quality and quantity.
  • Have the ability to work on several different orders simultaneously.
  • Clean, stock, and restock workstations and display cases 


Delivery Driver

Responsibilities Include: 

  • Drive delivery vehicle
  • Load and unload products to be delivered
  • Inspect the vehicle regularly
  • Plan delivery routes in order to minimize delivery times
  • Deliver items by the required delivery date and time
  • Add fuel and inspect the delivery vehicle regularly 
  • Collect payment from customers and provide proof of delivery


Store Manager

Responsibilities Include:

  • Keep track of inventory and place orders with suppliers
  • Create staffing schedules 
  • Monitor the restaurant’s sales and P&L statements
  • Hire and train staff
  • Ensure health and safety protocols are met at all times
  • Have strong organizational and people management skills

Financial Plan

We have developed custom financial projections for this pizza restaurant business plan.


Pro Forma Income Statement


Pro Forma Cash Flow Statement


Pro Forma Balance Sheet


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