News

Blaze tests bigger pies, delivery, in possible run-up to IPO by 2021

February 15, 2019

Blaze Fast-Fire'd Pizza is testing large 14-inch pizzas as part of a campaign to grow its digital delivery and carryout business, a news release said. In fact, the efforts may be paving the runway for an IPO within the next two years, according to a quote from Blaze co-founder Rick Wetzel in the Chicago Tribune. 

"It remains on our horizon," Wetzel told the Tribune. "We want to get to about 500-plus restaurants. We want to build the second leg for the business."

Nine restaurants in California and Nevada are testing the new size, which the brand said are priced competitively "with the legacy pizza players." Blaze is also offering online deals, including a large pepperoni pizza for $8.95 and two large single-topping pies for $20. 

In an effort to grab a piece of the delivery action, the chain has signed an agreement with Postmates that includes exclusivity for third-party delivery in certain key markets, including Southern California and Arizona. It will charge $4.99 for delivered pies.

"Most delivery pizza is consumed at home with family and friends," Blaze President and CEO Jim Mizes, said in the release. "Since 2012, Blaze Pizza has focused on the dine-in experience — serving personal size pizzas at lunch speed and lunch price point. Adding large pizzas will allow us to serve the at-home market, too."

In Q4 2018, Blaze's off-premise digital sales grew 121 percent, and now make up 10 percent of sales. This year, Blaze leadership expects to exceed 20 percent of sales through digital orders.

"Since the beginning, we've planned to build this second leg to our business and now the day has come," Blaze Co-founder and CMO Elise Wetzel, said in the release. "It's why we've built a second make-line and an oversized oven into every restaurant since the beginning. This untapped capacity is a huge competitive advantage and allows us to grow our off-premise business without sacrificing our dine-in guest experience."

Along with the brand's digital and delivery efforts, comes news that it has formed an internal division focused solely on off-premise business growth. The chain has named former Nestle executive Daniela Simpson as this division's GM. 

Simpson will be responsible for developing strategies and leading growth initiatives to build Blaze into what the chain termed "a significant player in the pizza delivery and carryout segments." Simpson previously oversaw the $1.1 billion sweets and snack division at Ferrara.