This Small Chandigarh Pizza Joint Is Now Opening Stores Globally

Sanam Kapoor was your average Indian guy. 

A stable job at HCL, and a loving family - the quintessential middle-class dream. 

One day, tired of his boring job, he longed to achieve greater. He knew it was time to start realising his dream of owning something of his own, like a business.

Driven by his love for delicious pizza, he wondered if there was a better way to make pizza and run a business. Something significant. 

So, he bravely decided to quit his job, only to invest in a venture that had a 90% chance of failing. He didn’t have much funds either.

With limited funds, opening a full-fledged restaurant in an urban city like Chandigarh wasn't feasible. So, he opted for the next best thing: a pizzeria.

Little did he know, this decision would prove to be more challenging than anticipated. Domino, Pizza Hut, and Papa John's had a stranglehold on the market, thanks to their massive franchise networks, budget-friendly offerings, and deep pockets.

The 2010s was an era of monopoly for the food industry, especially for pizza joints. Dominos, in particular, was raking in the dough, holding a whopping 54% market share. It was a tough market to crack, but Sanam was content with launching his Pizzeria, which was a milestone for him at the time.

Survival Game:

From the beginning in the early 2010s, La Pino'z was a small business in the survival mode. Sanam never started his pizzeria as a means to build the brand and eventually offer franchises. The goal was to sell pizzas and survive. And that meant, serving customers as much as he could so they would buy from his joint than the big brands.

So, instead of selling whole pizzas, Sanam introduced single-slice pizzas, allowing customers to experiment with flavours without committing to a whole pie, and it was more budget-friendly too. The strategy was meant to survive but it worked quite remarkably.

Sanam also understood the importance of local tastes. India is a land of diverse flavours, and he wanted to capture that in his pizzas. So, he started customising pizzas to suit different regions, using local spices and ingredients. This personalisation resonated with customers.

Freshness was another key factor. While competitors were happy to use pre-made dough, La Pino'z made theirs every three hours. This commitment to quality was evident in the taste. To top it off, they priced their pizzas significantly low, making them a more attractive option for budget-conscious customers.

One of the biggest challenges was catering to India’s predominantly vegetarian population. Many people avoid restaurants that serve non-veg food. Instead of forcing a blanket decision on franchises, La Pino'z let them choose whether to go fully vegetarian or offer both options.

Big Pay Off:

These strategies paid off big time. 

The survival changed in domination. La Pino’z grew from a single store in Chandigarh to over 100 outlets in 2017 and surpassed 600 by 2022, clocking ₹1000 Cr in revenue. La Pino’z started its London joint the same year. 

And they’re not stopping there. La Pino'z is opening stores in Australia, Canada, Dubai and Tanzania.