Starscapes home-based business opportunity

FRANCHISE FRENZY

SLICE OF HAPPINESS

Low-key pizza biz unveils new design & annual sales of hot $43 million.

Joe Whitty is the founder of 30-year-old pizza chain Happy's Joes and the company knows how to keep growing in sync with the marketplace. They have added ice cream to their offerings in a new cafe prototype that will include space for family-oriented functions, too. They say the ideal franchisee is one who has entrepreneurial spirit and is committed to the community.

Happy Joe’s Pizza & Ice Cream, a sleeping giant of family quick casual restaurants for more than 30 years, is attracting renewed interest since unveiling its new prototype, “Happy Joe’s Caféz,” featuring new design elements, family fun centers, party rooms and an extended menu that includes breakfast to complement its lunch and dinner offerings for sit-down, takeout, delivery, or pickup window.

After intentionally keeping a low profile while testing and tweaking the new design and menu additions in its Midwest markets, where its famous taco pizza has a “cult-like” following, Happy Joe’s recently announced its newest concept called Happy Joe’s Caféz, featuring a new facility design and menu enhancement, to debut this fall in Rockford, IL.

In another strategic move aimed at future growth, the legendary Midwest family-owned and operated 65-unit chain hired Bob Thiess, a former VP for KFC and Papa John’s, as Executive Director of Franchise Development with the objective to drive growth and attract local and area developers to open multiple Happy Joe’s Caféz.

“When I first found Happy Joe’s, it was like discovering an unopened treasure,” Thiess said. “For restaurant developers seeking to expand their portfolios with a time-tested family-oriented restaurant concept, Happy Joe’s is an undiscovered gem. I jumped at the opportunity, knowing that I was joining an established company that is willing to accept the challenges involved to successfully expand the brand. They’ve got history and a loyal following, yet they embrace new ideas to stay current and move to the next level.”

With lively locations packed with loyal guests in Iowa, Illinois, Wisconsin, Minnesota, Missouri and North Dakota, and chain sales totaling $43 million in 2004, Happy Joe’s plans to focus on growing average unit volumes and opening new units.

A passion for giving back to community, particularly special-needs children, is a prerequisite for those investing in the Happy Joe’s concept. Ties to that cause go back to the chain’s roots. Before opening his first Happy Joe’s in 1972, founder “Happy Joe” Whitty was nearly let go from another pizza chain for sponsoring a party for special-needs children without first getting approval from his boss. An entrepreneur at heart, Whitty said he “was inspired rather than discouraged” by the experience.

“The night before opening my first Happy Joe’s restaurant in the Village of East Davenport, Iowa, I invited a local priest to bless my business, and that night I made a promise that if I could make enough money to feed my family, I would give back to the community—specifically to those with special needs,” Whitty said, noting that since then, Happy Joe’s franchisees are asked to host an annual holiday party for children with special needs. To date, the chain has hosted more than 140,000 special-needs children.

“This chain was built with a passion for family and community, and that will always be at the core of the Happy Joe’s concept,” said Larry Whitty, second-generation Happy Joe’s president. “At the same time, we realize that in order to continue his dream, we need to stay current with creative offerings and a lively fun atmosphere. While many pizza franchises offer only delivery or carryout, we provide our guests with a family quick-casual experience, including ‘fun centers’ for kids, world-class menus, and the convenience of delivery/carryout, and pickup window service for all menu items. Our concept has something to offer the whole family. We satisfy everyone’s taste, and build family memories.”

The new prototype building features a kid’s viewing window of the kitchen, fun centers, party corrals, enhanced dining rooms and outdoor patios. The re-innovated image is aimed at the 24-to-64-year-old demographic, with the main focus on moms, and how Happy Joe’s can make their lives more convenient.

“We hope to eliminate the ‘veto vote,’” said Marketing Director Kristel Whitty-Ersan, youngest daughter of founder “Happy Joe” Whitty. “We focus mainly on families, and in particular moms, who work hard to please everyone. By being open for breakfast, lunch, snack time and dinner, Happy Joe’s Caféz is a great place to go and feel comfortable, any time of the day.”

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