Town & Country Pizza & Pasta is a Victorian gem that locals love for its excellent, consistent service and delectable food. Managing director Joe Rossi says the restaurant chain holds a unique position in the market.

“Our restaurants have a fast-casual feel but are in seriously high volume locations – we are not a woodfired slow pizza concept. We are more modern than traditional pizza restaurants, more premium,” he says.

The brand comes from humble beginnings; it launched as a small regional store in Victoria’s Waurn Ponds more than 25 years ago. Today it is an upscale chain of 12 restaurants taking a steady and measured path to expansion.

Town & Country: a family-run pizza and pasta business

“My father worked seven days a week building up his business, which became quite a local gem. People would visit us on the way out to the Great Ocean Road and as we became more popular, the restaurant expanded,” Joe says.

The original restaurant location, the Town & Country Shopping World, gave the business its name. And today, that same restaurant is thriving – and Rossi senior is still involved with business operations.

“For us being a family-run business influences our culture, something we plan to retain as we grow,” says Joe. “We embrace family values and principles. Town & Country has a rich history; our sauces and recipes are derivative of my grandmother’s recipes, and that’s key to our story.”

While pizza is the hero product, with both traditional and gourmet toppings, the menu’s pasta and risotto dishes are customer favourites too. A varied menu draws in regulars two or three times a week to enjoy the convenience of a delicious meal made with passion. And there’s a clear focus on customer service.

“Premiumisation and personalisation are crucial in the industry now. Although we have an extensive menu, customers tend to tweak their menu order and we encourage that. We’re experts in the field, so we should be able to accommodate changes,” Joe says.

Robust systems and infrastructure

Joe is passionate about the hospitality industry. He grew up in the business, gained experience in fine dining and contemporary restaurants, and returned to the family firm to lead its expansion.

When he introduced a franchise model some staff were keen to buy into the business. Within a short time there were five franchised stores and two corporate-owned outlets.

After that initial growth spurt, Joe and his team have focused on establishing robust foundations and a strong infrastructure to ensure franchise success.

“I really wanted to slow down and cement the infrastructure to grow the brand properly. Although we are a lean operation, we are not trying to scale up for the sake of it, we want a smaller number of restaurants that are doing higher volumes.”

The years of fine-tuning the business ensure Town & Country Pizza & Pasta is well-placed to handle the demands of today’s hospitality environment.

The business has embraced digital and delivery trends, and invested in technology advances to provide a speedy, time-sensitive service.

Excellence key to longevity

“We’ve invested in an ordering platform and tracking system so customers are well-informed about their meal delivery,” Joe says. “For us, it’s about execution. If customers want their meal to arrive at a preset time, it should arrive at that time.”

Town & Country’s exclusive supplier deals, which guarantee high-quality ingredients, are a valued part of the business model which help maintain the brand’s premium profile, he says.

“We stick to simple principles: excellent service and high-quality products,” Joe says.

“We are fortunate to be a long-term business and longevity relies on returning customers. If we are their choice for Friday night pizza with the family, they want the best possible experience. They want value, which is not just about price, it is a great experience.”

About one third of the chain operates as full-service dine-in restaurants, with a liquor licence. These are either corporate-owned or owned and operated by experienced franchisees.

Typically a Town & Country Pizza & Pasta business benefits from the footfall in shopping centres, with sites neighbouring supermarkets particularly favoured.

“We like strip retail too, though,” says Joe. “We take it case by case; we are very particular about our location choices.”

Lower investment, higher margins

Right now the economy favours the takeaway and delivery service that Town & Country has perfected and that offers inexperienced franchisees a lower-investment buy-in with a higher profit margin, and less complex operations.

“We’ve done the leg work, we’re fortunate. Our average sales are equivalent to two times other brands,” Joe reveals.

He is quietly embracing the opportunity to take the brand national. Two more stores are launching soon and the first interstate restaurant will open in Western Australia later this year.

“We are a very pro-franchisee brand with a focus on their success. In addition, we try to put a large emphasis on the customer experience. We strive for excellence when executing an order keeping to the first principles in hospitality: excellent service and excellent quality.

“At Town & Country we are serious about franchising and volume sales and store results tell the story for us,” Joe says.