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Pizza Dough

CEO Targets Margins

REDDING, Ca. — Pizza Factory is working to reduce operational costs and drive additional guests into its stores through TV commercials and direct mail, among other strategies, according to the chain’s new co-owner and chief executive.

Mary Jane Riva became president and chief executive of the Oakhurst, Calif.-based pizzeria chain in September after she and her husband, Bob Riva, acquired the Pizza Factory Inc. franchising system from founders Daniel and Carol Wheeler and Ronald Willey.

Terms were not disclosed for the deal that brought the Rivas the 111-unit chain, which has average annual sales per unit of about $540,000 and saw 2012 systemwide sales climb by 4 percent compared with 2011.

The Rivas have franchised Pizza Factory restaurants for 24 years and currently own single units in the Southern California communities of Temecula and French Valley. For several years prior to the sale, Mary Jane Riva also was a nonpaid member of the chain’s marketing team and an area developer for the brand as an independent contractor.

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