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The Pizza Company
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The Pizza Company
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The Pizza Company (Thai: เดอะ พิซซ่า คอมปะนี) is a Thai multinational pizza restaurant chain and international franchise founded in 1980 in Bangkok, Thailand, by William Heinecke. The brand was officially launched in 2001 after Minor International rebranded its existing Pizza Hut stores, and it quickly dominated the Thai market. Managed by Minor Food Group, the company operates 597 stores across nine countries, primarily through franchise agreements in Southeast Asia and the Middle East. The menu features Italian-American cuisine like pizza and pasta alongside localized dishes, such as the Tom Yum Goong Pizza in Thailand. The brand is widely known in its home market for its "Buy 1 Get 1 Free" promotions and a 20-minute delivery guarantee, which popularized its "1112" hotline.

Key Information

History

[edit]

The Pizza Company opened a branch in Thailand, it was founded by Minor International, led by William E. Heinecke. The brand’s origins trace back to 1980, when Minor International Joint venture with Tricon and acquired the master franchise of Thailand for Pizza Hut and had later taken the chain up to more than one hundred stores, making it the top pizza market back at the time.

In 2000, the parent of Pizza Hut, Tricon Global Restaurants still renew the franchise rights with Minor International but Tricon Global Restaurants initiated a direct operation only new first branch in Thailand. Minor International will also continued to operate but will focus on its own outlets, equipment, and staff, with nearly two decades of experience in managing pizza operations, it helped the company set up a new brand easily.[3]

In 2001, Minor International opened The Pizza Company by rebranding nearly one hundred Pizza Hut locations. The company quickly increased its target in less than 45 days, and in a few years, The Pizza Company had taken market share from Pizza Hut. To this date, it dominates the pizza market of Thailand with a share of close to 60%.[4]

In 2004, The Pizza Company began to expand and franchise internationally and today the restaurant has franchises in Jordan, the United Arab Emirates, Saudi Arabia, Laos, China, Bahrain,[5] Myanmar and Cambodia. There are also multiple locations in Vietnam, especially in Ho Chi Minh City.

The Pizza Company is currently the largest pizza restaurant chain in Thailand.[6]

International operations

[edit]

The Pizza Company operates outside Thailand primarily through master-franchise agreements across Southeast Asia and the Middle East. According to owner Minor Food, as of 31 December 2024 the brand had 597 outlets across nine countries: Thailand, Vietnam, Cambodia, Myanmar, Laos, United Arab Emirates, Saudi Arabia, Bahrain, and the Maldives.[7]

In Vietnam, the brand entered the market in 2013 and reports 70+ restaurants nationwide operated by local franchise Pizza Ngon JSC.[8] In Cambodia, Myanmar, and Laos, operations are run by EFG (Express Food Group) as Minor Food’s appointed master franchise partner for those territories.[9]

The Pizza Company is present in Saudi Arabia, Bahrain and the UAE under franchise arrangements, some franchise partner materials also reference Oman among active or target markets.

Overall expansion continues under Minor Food’s franchise-led strategy to increase international exposure across its restaurant portfolio.[10]

Country First opening Cities
Thailand 1981 Nationwide
China 2004 Beijing, Shanghai
Malaysia 2005 Kuala Lumpur, Penang, Sarawak, Malacca and Pahang
Cambodia 2006 Phnom Penh, Siem Reap, Battambang, Sihanoukville, and Kampong Cham
Saudi Arabia 2007 Ad-Dammam, Al-Khobar, Jeddah, Riyadh
United Arab Emirates 2007 Abu Dhabi-Dubai-Sharjah-Fujairah
Vietnam 2011 Nationwide
Laos 2011 Vientiane
Israel 2011 Rishon LeZion
Iran 2012 Tehran
Myanmar 2014 Yangon, Mandalay[11]
Maldives 2017 Malé

Products

[edit]

The Pizza Company specializes in Italian-American cuisine, with pizza as its primary product. The chain offers a range of categories, including classic varieties such as pepperoni and ham with mushroom, as well as seafood-based options featuring shrimp, crab sticks, and other ingredients.[12] One of its most notable localized products is the Tom Yum Goong Pizza, which combines elements of the traditional Thai hot and sour soup with pizza toppings. Customers may choose from different crust types, including thin, thick, and stuffed-crust variations.[13]

The Pizza Company's Hawaiian Pizza

Beyond pizza, the menu includes pasta dishes such as spaghetti carbonara, spaghetti with meat sauce, and localized versions like spicy stir-fried spaghetti.[14] Chicken is also a core part of the menu, with items such as barbecued wings, fried chicken wings influenced by Korean cuisine, and chicken tenders. Side dishes include garlic bread, salads, French fries, and appetizer platters, which are often paired with pizzas in combination meals.[15]

The brand also provides localized items to appeal to regional markets, particularly in Thailand and neighboring countries. In Thailand, regional offerings include rice bowls, such as spicy chicken or teriyaki grilled chicken served with rice, designed as quick meal options.[16] Desserts like chocolate lava cake and ice cream, along with a variety of soft drinks, are also available.[17]

In Vietnam, localized menu items reflect regional tastes and ingredients, featuring seafood-based pizzas such as the Pizza Hải Sản Pesto Xanh (Seafood Pesto Pizza) and Pizza Hải Sản Nhiệt Đới (Tropical Seafood Pizza). These adaptations demonstrate the company’s strategy of adapting international pizza concepts with local culinary influences.[18]

In its international markets, including Cambodia, Saudi Arabia, and China, The Pizza Company adapts its product line to incorporate regional flavors while maintaining its core offerings.

Franchises

[edit]
The Pizza Company in The Mall Tha Phra.

The Pizza Company operates under a franchise model managed by Minor Food Group, a subsidiary of Minor International Public Company Limited. The brand was first developed and launched in Thailand in 2001 and has since expanded through master franchise agreements into several international markets.[19]

Outside Thailand, The Pizza Company has established a presence in multiple countries across Southeast Asia and the Middle East, including Vietnam, Cambodia, Laos, Myanmar, Malaysia, the United Arab Emirates, and Saudi Arabia. Each market adapts the menu and marketing approach to local consumer preferences while maintaining the brand’s core identity and operational standards.[20]

Franchise operations are typically managed by local partners under license from Minor Food Group, which provides brand guidelines, training, and supply chain support. The company’s international expansion strategy focuses on markets with growing urban populations and increasing demand.[21]

Advertising & Marketing

[edit]

The Pizza Company has built its brand around strong promotional campaigns and delivery service guarantees. One of its most recognizable marketing strategies is the “Buy 1 Get 1 Free” pizza promotion, this campaign has become a recurring event and is credited with significantly increasing sales during its promotional periods.[22]

Rebranded logo in 2023

The company was also among the first pizza chains in Thailand to introduce a delivery guarantee, promising order delivery within 20 minutes. This policy helped position The Pizza Company as a market leader in quick-service dining and reinforced its hotline number 1112 as part of the brand identity. The number is prominently featured across advertisements, packaging, and storefronts.[23]

Over time, The Pizza Company has adapted its marketing to appeal to younger demographics, particularly through digital and social media platforms. Recent rebranding efforts have modernized the logo and restaurant design to create a more contemporary and “Instagram-friendly” aesthetic.[24]   The company has also engaged in brand collaborations and special menu launches aimed at maintaining visibility among younger consumers.[25]

See also

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Notes

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References

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[edit]
Revisions and contributorsEdit on WikipediaRead on Wikipedia

The Pizza Company

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from Grokipedia
The Pizza Company is a prominent international pizza restaurant chain headquartered in , , specializing in oven-baked pizzas and . Launched on March 17, 2001, as the flagship brand of Minor Food—a subsidiary of —it emerged from the rebranding of 116 former outlets in after the franchise agreement with ended in 2000. Since its debut, The Pizza Company has established itself as Thailand's market leader in the pizza category, commanding the highest consumer preference through a focus on fresh, wholesome ingredients, including the finest crusts, over 30 topping options, and cheese made from 100% pure milk. The brand differentiates itself with innovative recipes that blend Thai flavors with traditional Italian techniques, such as Thai-style toppings on classic bases, setting it apart from competitors upon launch. As of December 31, 2024, it operated 597 outlets across nine countries, including , , , the , , , , , and the , reflecting its successful expansion via franchising in and the . Minor Food's entry into the pizza business dates back to 1980, when founder established the group to introduce American fast food, starting with the master franchise in amid growing demand for Western-style dining. The shift to an independent brand in allowed for greater customization to local tastes, fueling rapid growth and positioning The Pizza Company as a key revenue driver for Minor Food, which reported it accounting for a significant portion of the group's sales by the early . Today, the chain continues to emphasize quality and innovation, maintaining its status as a beloved choice for pizza consumers in its core markets.

History

Origins and founding

The Pizza Company traces its origins to 1980, when American-born Thai entrepreneur William Heinecke established the Minor Food Group as part of his burgeoning Minor International conglomerate in Bangkok, Thailand. Heinecke, who had moved to Thailand as a teenager and built a business empire starting from advertising and cleaning services in the 1960s, saw an opportunity to introduce Western fast food to the local market despite skepticism from consultants who doubted pizza's appeal in a rice-dominated cuisine. The venture began with the acquisition of the exclusive Pizza Hut franchise for a modest fee of US$5,000, marking the first introduction of pizza to Thailand. Initial operations focused on managing Pizza Hut outlets under the established American brand, with the first store opening in the coastal resort town of to cater to tourists and urban youth. Heinecke emphasized maintaining the authenticity of the imported concept, believing that Thai consumers' tastes would gradually adapt to international flavors rather than heavily localizing the menu from the outset. This approach proved successful over time, as the chain expanded to multiple locations in and beyond, capturing a significant share of the emerging fast-food sector by the and establishing pizza as a dining option in . A pivotal milestone occurred in , when the long-standing franchise agreement with Pizza Hut's parent company, Tricon Global Restaurants (now ), was terminated following a dispute over renewal terms and rights. The out-of-court settlement ended a 21-year partnership, compelling Minor Food Group to rebrand its operations independently as The Pizza Company to retain its market dominance. This shift laid the groundwork for the company's subsequent growth as Thailand's leading pizza chain.

Rebranding and expansion in Thailand

The Pizza Company was officially launched as an independent brand on March 17, 2001, under the Minor Food Group, marking the end of its previous franchise partnership with and the beginning of a fully Thai-owned pizza chain. This rebranding effort transformed 116 existing outlets nationwide in a swift $10 million, 45-day operation, allowing the company to establish its own identity focused on local market needs. From its inception, The Pizza Company rapidly captured market dominance, becoming Thailand's largest pizza chain within six months of launch by achieving a 70% through aggressive expansion and customer appeal. The brand differentiated itself from international competitors by prioritizing freshness and quality, using high-quality cheese made from 100% pure fresh , carefully selected ingredients, and innovative menu adaptations such as Thai fusion flavors like Tom Yum-inspired pizzas to resonate with local tastes. Subsequent growth saw the network expand to over 400 locations across by 2021, solidifying its leadership position. As of February 2025, the company operated approximately 430 outlets and announced plans to open 20 more stores that year, targeting a total of around 450 branches while maintaining over 70% in the domestic pizza sector. This ongoing domestic expansion emphasized nationwide coverage, including delivery-focused outlets in all 77 provinces, to sustain its position as the market leader. In August 2025, parent company Minor Food outlined broader group expansion plans aiming for 1,800 additional outlets by 2029.

Operations

Domestic network in Thailand

The Pizza Company's domestic network in comprises over 430 outlets as of early 2025, encompassing a mix of urban centers like and suburban areas across all regions of the country. This scale reflects strategic placement in high-traffic locations such as shopping malls and standalone sites to maximize accessibility for both dine-in and delivery customers. The network's expansion has been supported by ongoing investments, including the addition of 10 new stores in 2024 and plans for 20 more in 2025, with a focus on underserved provinces like . Operationally, the model blends company-owned and franchised outlets, with approximately 50% of locations under each structure to balance control and scalability. A centralized ensures consistent ingredient quality and timely distribution, managed through dedicated facilities like the Bang Na-Trat Road , which enhances logistical efficiency for fresh toppings and preparation. This system supports high-volume operations, particularly in , where around 70 delivery-focused outlets prioritize rapid fulfillment. The network employs over 10,000 staff in , with comprehensive training programs emphasizing quick service standards to handle peak demand in dine-in settings and delivery routes. Adaptations to the local market include a strong emphasis on delivery guarantees, such as 20-minute fulfillment in urban areas, alongside dine-in options in bustling locales to cater to diverse consumer preferences. These elements contribute to efficient day-to-day operations, enabling to serve as Thailand's leading provider.

International presence

The Pizza Company's international expansion began in 2004, with entry into markets such as , , , , the , , , and the . These expansions were driven by the brand's domestic success in , which provided the foundation for abroad. As of December 31, 2024, The Pizza Company operated 597 stores across nine countries, with the majority concentrated in and the . serves as the primary model for overseas growth, enabling local partners to manage operations while adhering to brand standards. This approach has facilitated steady in diverse regions, from Southeast Asian neighbors to Gulf states. To adapt to local preferences, the company implements menu tweaks, such as offering halal-certified options in Middle Eastern markets like the UAE and . Market entry strategies emphasize partnerships with regional franchisees experienced in multi-unit operations, addressing challenges like cultural differences and regulatory hurdles. By 2025, these efforts have solidified the brand's presence in varied economic and cultural landscapes, achieving milestones in store growth and customer adaptation without compromising core product quality.

Products and services

Core menu offerings

The core menu offerings of The Pizza Company revolve around pizzas that fuse traditional Italian-American bases with Thai-inspired flavors to appeal to local tastes. Signature varieties include the Pizza, topped with shrimp (goong), , mushrooms, and a tangy sauce that infuses herbal and spicy notes into the crust. The features an assortment of prawns, , , and scallops layered with a spicy seafood sauce and cheese for a bold, heat-driven profile. Additional Thai-influenced options, such as the , combine prawns, , , and to create a sweet-spicy harmony reflective of regional cuisine. Complementing the pizzas are other main dishes tailored for Thai diners, including pastas like carbonara with creamy sauce and , as well as fusion items such as pad kee mao , which incorporates holy basil, , chili, and ground meat for a stir-fried noodle-inspired twist. -focused mains feature BBQ wings glazed in tangy sauce and grilled rice bowls seasoned with soy-based marinade and vegetables. Rice-based selections, such as the spicy rice bowl with grilled , chili paste, and , provide hearty, localized alternatives to . Sides and appetizers include garlic bread sticks brushed with herb butter, fresh green salads with dressings, and lollipop shrimp coated in crispy batter. Desserts consist of options like chocolate lava cake with molten center and scoops for cooling contrast. Beverages range from standard soft drinks and s to Thai iced tea, a sweetened with evoking local refreshment traditions. The menu prioritizes fresh, high-quality ingredients, with imported and tomato bases combined with locally sourced , to enable authentic Thai fusion elements.

Delivery and customer services

The Pizza Company operates a dedicated , 1112, for placing orders and handling customer inquiries, facilitating both delivery and takeaway services across . This system supports the company's delivery guarantee, typically promising arrival within 30 minutes for most locations, with select urban branches offering a 20-minute timeframe to ensure hot, fresh food. In the , The Pizza Company introduced digital ordering platforms, including a and , enabling customers to browse menus, customize orders, and track deliveries in real-time. These services integrate with popular Thai payment options such as credit cards, payments, and , streamlining transactions for urban consumers. Service-specific promotions, like the ongoing "Buy 1 Get 1 Free" offer on select pizzas, are accessible through the , app, or online platform, encouraging repeat orders via convenient channels. For , the company maintains policies addressing delivery issues, providing complimentary pizza coupons as compensation for late arrivals beyond the guaranteed time. Feedback mechanisms include direct assistance for urgent matters and in-app contact forms for post-order reviews, ensuring responsive service resolution.

Business and marketing

Corporate structure and ownership

The Pizza Company operates as a flagship brand within the Minor Food Group, a wholly owned of Public Company Limited (MINT), a multinational hospitality and lifestyle conglomerate headquartered in , . Minor International was founded in 1978 by American-Thai entrepreneur William Ellwood Heinecke, who established the company initially as Royal Garden Resort Co., Ltd., to manage hotel operations before expanding into food services through Minor Food in 1980. As of 2025, Minor Food oversees more than 2,400 quick-service and casual dining outlets across 23 countries, with The Pizza Company serving as its largest brand in the region, particularly dominating the Thai pizza market. Leadership at is headed by William Ellwood Heinecke as Chairman of the Board and Executive Management Committee, providing strategic oversight for the group's diversified portfolio, including the foodservice division. The Group is Emmanuel Jude Dillipraj Rajakarier, who drives overall operations and growth initiatives across , Minor Food, and other segments. Within Minor Food specifically, the division is led by Executive Chairman Soh Chin Hua (Dellen Soh), who focuses on expanding franchise models and international partnerships, while key roles such as Chief People Officer Ornvalun Sivaleepunth emphasize talent development and operational efficiency tailored to brands like The Pizza Company. The board of directors includes independent members such as Charamporn Jotikasthira and Suvabha Charoenying, ensuring balanced with a strong emphasis on the foodservice arm's contributions to group profitability. Financially, The Pizza Company bolsters Minor Food's performance, which accounts for approximately 20% of Minor International's total but over 30% of its core profits as of mid-2025, driven by strong domestic sales in and selective international growth. Minor Food reported of 15.63 billion for the first half of 2025, reflecting 4% year-on-year growth, with The Pizza Company cited as a key driver alongside brands like Bonchon and . Minor International's overall stood at 124 billion at the end of the second quarter of 2025, supported by resilient foodservice operations amid global economic uncertainties. Preparations for enhanced capital market access, including the planned launch of a (REIT) in 2026 to manage over $7 billion in liabilities, underscore the group's strategy to optimize financial structure and fund expansions, indirectly benefiting subsidiaries like Minor Food. In terms of sustainability, has implemented a Sustainable Supply Chain Framework formalized in 2024, which includes and supplier assessments to ensure ethical sourcing and compliance with environmental regulations across its operations, including Minor Food's supply chains for ingredients used in The Pizza Company products. Efforts focus on reducing emissions and waste through resource conservation initiatives, such as educating suppliers on occupational health, safety, and protection, with Minor Food actively promoting local sourcing to minimize environmental impact. These measures align with the group's net-zero ambitions and have been endorsed by the board to integrate into core business practices.

Promotions and advertising strategies

The Pizza Company has relied on buy-one-get-one-free (BOGO) promotions as a cornerstone of its marketing since its launch in 2001, often tied to orders placed through its dedicated , 1112, to drive direct and repeat business. These deals, available on select pizzas and frequently renewed during peak seasons, have become synonymous with the brand's in , encouraging bulk ordering via phone or app while reinforcing accessibility. In 2025, the company introduced the "Sauce Stash" campaign, a creative initiative developed with VML that allowed customers to redeem unused sauce packets for pizza discounts or free items, transforming household clutter into incentives for dine-in visits. Earlier efforts, including television spots, highlighted Thai-inspired flavor fusions to appeal to local tastes, positioning the brand as a culturally adaptive pizza leader. The brand has increasingly leveraged digital and social media channels for targeted promotions, partnering with influencers and platforms like and to amplify reach in and select international markets. Collaborations with delivery apps further integrate these efforts, offering exclusive codes for app-based orders. These strategies have contributed to The Pizza Company's dominant position, securing over 70% in Thailand's pizza sector through culturally resonant and innovative campaigns.

References

  1. https://www.minorfood.com/en/our-business/the-pizza-company
  2. https://adage.com/article/news/pizza-hut-s-thai-franchisee-rebrands-pizza-company/15091
  3. https://www.pizzamarketplace.com/news/the-pizza-company-may-lead-pizza-hut-battle-for-thailand/
  4. https://www.dandc.eu/en/article/thai-based-food-and-hotel-company-minor-international-one-largest-companies-asia-pacific
  5. https://www.latimes.com/archives/la-xpm-1990-08-21-wr-1112-story.html
  6. https://ccx.smu.edu.sg/ami/issues/volume-06-issue-1/entrepreneurs-corner/doing-business-thailand-interview-william
  7. https://www.minor.com/en/about-us/minors-story
  8. https://time.com/archive/6671943/whos-the-big-cheese/
  9. https://adage.com/article/news/pizza-hut-s-thai-franchisee-rebrands-pizza-company/15091/
  10. https://www.wsj.com/articles/SB971376658288907935
  11. https://www.bjtonline.com/business-jet-news/bill-heinecke
  12. https://www.minorfood.com/en/our-company
  13. https://www.ocala.com/story/news/2003/05/29/global-pizza/31279993007/
  14. https://thefranchisetalk.com/success-story/the-pizza-company/
  15. https://www.bangkokpost.com/business/general/2964333/pizza-company-unveils-b300m-investment
  16. https://www.bangkokpost.com/business/general/3083241/minor-food-eyes-1-800-new-outlets-by-2029-as-sector-booms
  17. https://www.nf.com.sa/ar/national-franchise/the-pizza-company
  18. https://mint.listedcompany.com/misc/presentation/20231117-mint-company-presentation-3q2023.pdf
  19. https://www.nationthailand.com/business/30219706
  20. https://en.moneyandbanking.co.th/2024/93094/
  21. https://www.nf.com.sa/international-brands-1/the-pizza-company
  22. https://www.tripadvisor.com/Restaurant_Review-g295419-d6405994-Reviews-THE_PIZZA_COMPANY-Jeddah_Makkah_Province.html
  23. https://forevertourism.com/blog-details/halal-international-chains-for-eating-out-in-dubai/
  24. https://lbconvert.travel.blog/2019/01/20/tom-yum-kung-pizza-from-the-pizza-company-thailand-review/
  25. https://www.1112.com/en/pizza/pan
  26. https://thaiest.com/thai-food/reviews/the-pizza-company-in-thailand
  27. https://www.goodiesfirst.com/2012/10/the-pizza-company.html
  28. https://www.foodpanda.com.kh/en/restaurant/t7zt/the-pizza-company-bkk
  29. https://www.1112.com/en/pasta
  30. https://www.1112.com/en
  31. https://www.1112.com/en/about-us
  32. https://www.1112.com/en/contact-us
  33. https://www.bangkokpost.com/business/general/2747018/pizza-company-sees-15-sales-growth
  34. https://play.google.com/store/apps/details?id=com.minor.pizzacompany&hl=en_US
  35. https://the-pizza-company-1112.en.uptodown.com/android
  36. https://www.1112.com/en/pizza
  37. https://www.minor.com/en/management/executive-management-committee
  38. https://www.minor.com/en/management/board-of-directors
  39. https://craft.co/minor-food/executives
  40. https://www.nationthailand.com/business/corporate/40053729
  41. https://www.minor.com/en/investor-relations/ir-home
  42. https://www.thestorythailand.com/en/07/08/2025/159762/
  43. https://skift.com/2025/11/13/minor-to-launch-hotel-reit-in-asset-light-pivot/
  44. https://www.minor.com/storage/download/sustainability-reports/2024/mint-sd-en.pdf
  45. https://www.minorfood.com/en/news/minor-encourages-suppliers-to-be-more-sustainable
  46. https://www.minor.com/en/sustainability/at-a-glance/sustainability-strategy
  47. https://www.minorfood.com/en/news/minor-food-unveils-2024-the-pizza-company-growth-strategy
  48. https://campaignbriefasia.com/2025/08/28/vml-thailand-turn-unused-sauce-packets-into-discounts-in-the-pizza-companys-new-campaign/
  49. https://www.thaipr.net/en/life_en/3202795
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