RISE - Menu Monitor

Fox's Pizza Den
Headquarters
4425 Willian Penn Hwy., Murrysville, Pennsylvania 15668 USA
Tel: (800)422-3167 Fax: (724)325-5479
www.foxspizza.com
Ownership: Private
Segment: Limited Service Pizza
System Characteristics 2006 2005 2004
U.S. Systemwide Sales ($000) 180,000 140,000 128,000
Company-owned ($000) - - -
Franchised ($000) 180,000 140,000 128,000
U.S. Number of Units 298 265 244
Company-owned - - -
Franchised 298 265 244
International Sales ($000) - - -
International Units - - -
Average Sales/Unit ($000) 500 550 540
Concept Positioning |
Fox’s Pizza Den specializes in several varieties of pizzas, along with sandwiches, salads and sides. Its specialty "Wedgie"
sandwich remains one of its most popular menu items. Based in Pennsylvania, the company now has more than 265
franchises in 28 states nationwide.
Fox's Pizza locations are designed to emphasize a sense of community. Each shop is generally run by someone who lives in
the area so that owners can tailor offerings to their specific area and get to know their customers. Open seven days a week,
the typically 2,000-sq.-ft. units are found in freestanding locations and strip malls. The look of each unit is, for the most part, up
to individual owners.
Fox’s Pizza Den was founded in Pitcairn, PA, by Jim Fox in 1971. Franchising began in 1974. The company started its own
commissary in 1986. Originally stocking about 80 items, it now offers more than 200 products ranging from private label
sauces and prepackaged dough to shirts featuring the Fox’s logo. Fox’s Pizza Den plans to continue expansion through
franchising.
Menu Positioning |
Fox's Pizza Den menus a wide variety of pizzas, Strombolis, hoagies, Wedgies, sandwiches, salads and sides. Pizzas come in
9” (small), 12” (medium), 14” (large), 16 (x-large) and the Big Daddy, 24” x 12” rectangle sizes. Sixteen toppings are available.
Gourmet pizzas include the Deluxe Pizza—sauce, cheese, pepperoni, sausage, mushroom, green pepper and onion; Meat
Supreme—sauce, cheese, pepperoni, sausage, ham, bacon and hamburger; and the Taco Pizza—sauce, taco meat, nacho
chips and Cheddar cheese, topped with lettuce, tomato and taco sauce. Strombolis are similar to calzones and can be made
with a variety of pizza topping. The signature menu item is the Wedgie—a sandwich served on a 9” pizza crust instead of a
bun. Wedgie choices include Steak, Italian, Pizzaroni, Club, Beef Bacon & Cheddar, Turkey Breast, Ham & Cheese, Veggie
Wedgie, Chicken Breast, Roast Beef, Taco and BLT. Salads and sides include breadsticks, wings, fries, taco salad, chef salad
and tossed salad. Menu prices range from $1.09–$15.99. Checks average $10.
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