How US Pizza became an over 100-outlet chain with regional expansion plans
FROM its humble beginning in Penang in 1997, US Pizza has grown from a single outlet to more than 100 in Malaysia and Indonesia.
Its owner Jeremy Hiew attributed the success of the company to its innovative products which caters to the locals' palate and the creativity on the fusion of western and Malaysian flavours.
"We have engaged Redzuawan Ismail better known as Chef Wan, who is a popular Malaysian celebrity chef, television host, actor, restaurateur and entrepreneur, to be our brand ambassador in 2021.
"He came up with two new pizza varieties, namely Wan-derful Prawn Pizza and Spicy Vietnamese Chicken Pizza, inspirations from the famed chef's favourite recipes, and presently, we have his Masala Pizza.
"We also have seasonal pizzas with durian and cempedak toppings, which have proven to be quite popular, and even a chendul pizza. For now on our menu, we have the Chipsmore Pizza.
"The thing about Malaysians is that they love 'gimmicky food' and we find that our customers love our pizzas with unusual toppings. They try our pizzas and take pictures with them to later upload onto their social media pages thus creating a buzz," he said.
Jeremy added that he has a team of chefs that helps them to create these unusual pizzas, and they even created a 'hype and trendy pizza' called the Bomb Pizza which is flammable.
"Our pizzas are popular as they merge the flavours of Southeast Asian countries such as Vietnam and Thailand."
He remembers buying over the US Pizza brand in 2015 when got to know that Donald Duncan, the American founder of the company, had wanted to sell the business with the hope that a passionate investor would continue to carry on his devotion in the pizza business.
"I decided to be that investor despite having no experience in the food and beverage industry as I was an investment banker by profession.
"I knew the quality of the products as I used to patronise the outlet in Greenlane, Penang when I was young and enjoyed the food there," he said.
Jeremy said there was only one outlet with three staff in 2015, and now the company has over 100 outlets all over Malaysia and two in Indonesia, with a third to open next month (April).
"Our next stop is Singapore by the end of the year followed by the Philippines, Thailand and Vietnam at a later date.
"We managed to grow the company from three workers to about 800 within seven years, creating more job opportunities for the workplace," he said.
Over the years, US Pizza has added on more delicious combinations and even local pairings on their pizzas to suit every palate.
For the upcoming Ramadhan, US Pizza will be the first fast food chain restaurant to launch the cheapest Pizza Ramadan Buffet in town.
The US Pizza Ramadan Buffet promotes the “eat all you can” dining experience at only RM39++ (early bird price) featuring over 20 types of food, from appetisers to sides, and pizzas to pasta, as well as drinks and dessert.
Bookings can be done via the US Pizza app: https://bit.ly/USPizzaMalaysiaApp
Sign up now and get a free pizza!
For more information, go to https://uspizza.my/