Victorian-based Town & Country Pizza & Pasta has kickstarted interstate growth, unveiling its first Western Australian restaurant, in the Margaret River region. 

And a former employee, Chloe Pike, is the franchisee taking the brand to a whole new customer base – although the local launch has thrilled Geelong residents who shifted to the FIFO town Cowaramup.

Joe Rossi, managing director and son of the brand’s founder, says “We liked the idea of a local town as our first WA location. Margaret River is such a tourist destination it was a strategic decision to get a site in the region.

“We had a fantastic kick-off for the brand, the reception from locals has been amazing. People were driving three and a half hours from Perth to come and see us. 

“We’ve been surprised by the connections between customers and our Victorian brand – it’s been quite humbling!”

Town & Country filled a gap in the market

For Chloe it was an obvious choice to pick Town & Country Pizza & Pasta for her first business.

“I worked there as a waitress while I was studying 10 years ago. I really like the brand and know how the business runs,” says the Mauritian-born mum of two.

“When we moved to Cowaramup because my husband is a FIFO worker, I spotted a real gap in the market for an affordable restaurant brand.

“Friday nights with my kids has been all about pizza and a movie, and there was only an Italian woodfired pizza restaurant nearby. I knew Town & Country offered something different, including gluten free options, with lots of great toppings, and pasta, at an affordable price.”

Chloe secured the last vacant shop in the town of 6,000 people and has done a roaring trade since opening early January 2025.

“This is a town with a FIFO lifestyle, and lots of families have one partner looking after the kids so a takeaway once or twice a week really helps them,” she says.

“We open between 4pm and 9pm and the busiest time is 4pm till 7.30pm. Local kids want to eat straight after school.”

An old school strategy of marketing through local press, involvement in local events, and word of mouth, has driven early customer demand.

Chloe says word spread about the new business as locals and tourists saw the quality and affordability on offer. 

Launching Town & Country interstate

A low-key introduction for the restaurant brand’s first interstate location was a deliberate strategy, says Joe.

“Town & Country is a regional brand in Victoria – we’re working our way into metro areas, and we’re taking the same approach in WA.

“We’ve treated the interstate launch as if we were starting the brand again,” says Joe. “So the focus is on executing this one store opening really well with the goal of getting this off the ground.”

Chloe has already sponsored local board riders and is working to boost her presence, and give back to the community, with further sporting sponsorships.

She values the support from Joe and the team as she manages the challenges of starting and establishing a business.

“They always find a solution for any problem I might have. Joe always answers my calls, even with the time difference between WA and Victoria, and nothing is too much trouble.”

Joe is confident that taking on the geographical challenge of opening a store in Western Australian will prove the team can expand anywhere nationally.

Opportunities for growth

“We’ve overcome the supply chain issues, and we’re really comfortable with our arrangements,” he says. 

“There is a tremendous opportunity in WA and we’ll continue our focus here but we’d like to be in every state in 18 months,” Joe says. 

“While we have set up the infrastructure to scale the business,  we don’t have a plan to rollout 20 locations. We want to grow this properly,” he points out.

Chloe is at the vanguard of the brand’s expansion into WA, and is thrilled with her business growth so far.

“We’re on track with our business plan,” she reveals. “I have 22 staff casual and part time staff and weekends are really busy.”

And she has invested in the Town & Country Pizza & Pasta franchise with a strategic long term goal – for the restaurant to become a family business.

“Our plan is to get out of the FIFO life and bring my husband back home to Cowaramup,” she says.