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A family-style Tampa-based pizza joint is seeking to grow nationwide thorough franchises, with the hope that the recession will be an ally, not a hindrance.
Bob Vasaturo, who goes by Bobby V, says he thinks the economy can actually be a double boost for him as he grows his eatery chain, Westshore Pizza & CheeseSteaks. First off, the menu is in the low-to-middle price point, with specials like a $5 lunch of two slices of pizza and a drink.
But almost as important, Vasaturo says he thinks there is an untapped market in finding potential franchisees through the recession. “Recent history proves that if you're employed in middle or even upper management and your company hits hard times, you could be expendable,” Vasaturo says. “We want to offer an alternative to that scenario.”
The expansion plan is to grow its core of 40 stores around Tampa and St. Petersburg first, then work its way up north through Atlanta, Nashville and into the Midwest. Says Vasaturo: “We believe people who are ready to be their own boss will see the value in our brand and our systems.”
Vasaturo nabbed two national franchise pros to lead the effort. One, Gary Hoyle, brings a sense of dejà vu to the project: Four years ago Hoyle led the national franchise effort of Peach's Rise & Dine Restaurants, a breakfast and lunch chain founded by a Bradenton entrepreneur.
Hoyle moved Rise & Dine's corporate headquarters to Columbus, Ohio in early 2007, as the plan was to grow the franchise base from there. But after more than a year of working 18-hour days while commuting between Columbus and
Bradenton, Hoyle was mentally fried.
So he left the company and took about five months off. Vasaturo tracked him down a few months ago and told him about his Westshore plans. Graydon Webb, who has worked in franchising with several restaurants, including Long
John Silver's, Panera and Krispy Kreme Doughnuts, joins Hoyle in the Westshore franchise project. Webb also served as vice president of franchise sales for Wendy's.
One early sign of success: Hoyle tells Coffee Talk he has already received financing approvals from a major investor, who he declined to name. Franchise financing has been hit hard by the recession, so Hoyle considers that a big success.
The next step, says Hoyle, is to grow slowly while not missing out on good opportunities. “We are not on an aggressive growth path — yet,” says Hoyle. “We want to do it right.”
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