RISE - Menu Monitor

Villa Fresh Italian Kitchen
Headquarters
25 Washington Street, Morristown, New Jersey 07960 USA
Tel: (973)285-4800 Fax: (973)285-5252
www.villapizza.com
Ownership: Private
Segment: Limited Service Pizza
System Characteristics 2006 2005 2004
U.S. Systemwide Sales ($000) 130,000 128,500 106,000
Company-owned ($000) 65,000 64,500 61,000
Franchised ($000) 65,000 64,000 45,000
U.S. Number of Units 288 283 276
Company-owned 140 140 141
Franchised 148 143 135
International Sales ($000) 8,000 7,500 6,000
International Units 25 23 15
Average Sales/Unit ($000) 450 460 460
Concept Positioning |
Villa Fresh Italian Kitchen is a quick-service restaurant chain specializing in pizza, sandwiches, salads and other Italianinspired
favorites. Originally called Villa Pizza, limited-service Villa Fresh is revitalizing its brand with a new name that
promotes its “Made Fresh Daily” approach. Villa Enterprises Management Ltd. owns and operates Villa Fresh. Its affiliates also
own and operate Casa Java, an upscale coffee concept, as well as Everything Yogurt Brands and its concepts—Everything
Yogurt, Green Leaf’s, Bananas and South Philly Steaks & Fries. Villa Enterprises operates more than 200 restaurant locations
nationwide, as well as in Italy, the U.K., Peru, Netherlands Antilles and Kuwait.
Restaurants average approximately 1,200 sq. ft. and operate primarily in shopping malls. However, current expansion
strategies for Villa Fresh include more nontraditional units in airports, universities, hospitals, business and industry complexes,
and sporting venues. The company developed the Villa Pizza Cucina concept specifically for the nontraditional market.
Villa Fresh Italian Kitchen began as Villa Pizza in 1964. The small pizzeria was located adjacent to the Ed Sullivan Theater on
Broadway in New York City. Today, it claims it is the largest privately owned pizza and Italian specialty chain in the U.S. Its
traditional Italian menu includes 80 of founder Michele Scotto’s Old World Italian recipes. Villa Enterprises Management Ltd.
debuted its Villa Fresh Italian Kitchen prototype in 2005. This model will primarily be fitted to operate in shopping mall food
courts and will be the company's main growth vehicle going forward.
Menu Positioning |
The Italian-inspired menu at Villa Fresh Italian Kitchen features pizza, pasta, appetizers, salads, soups, entrées, calzones, hot
sandwiches, desserts and beverages for lunch and dinner. Signature items include the Neapolitan, Sicilian and stuffed pizza
varieties with a choice of two ingredients. Other favorites include the popular Meatball Sandwich, and pastas such as
Vegetable Lasagna, Penne with Broccoli, Baked Ziti, Spaghetti with Meatballs, Linguine with Clams, Sausage Roll, Stromboli
and Chicken Marsala. The appetizer selection is highlighted by fried mozzarella, chicken wings and fried mushrooms.
Desserts include traditional offerings like tiramisu, cheesecake and cannoli. Featured combo meal offers individual stuffed
pizza, side salad and medium drink for $5.79. There is no separate menu section for kids and no alcohol is served. Menu
prices range between $2.29 and $12.99. Checks average $7.
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