What Farrelli's Pizza does

Farrelli's Pizza is a privately held, family-owned restaurant chain founded in 1995 in Lacey, Washington, operating 13 wood-fired pizza locations across the Puget Sound region spanning Thurston, Pierce, King, and Kitsap counties. The company serves families, university communities (University of Puget Sound, Pacific Lutheran University), military personnel near Joint Base Lewis-McChord, and local neighborhood patrons through dine-in service, online and in-app pickup and delivery, kids' birthday party packages, and two dedicated private event venues (Commencement Room at Point Ruston, capacity up to 125; Rainier Room at Sumner, capacity 70). Core technology is a Wood Stone oven-based wood-fired cooking process paired with a proprietary digital ecosystem: the FP Fire Club loyalty app on iOS and Android (tiered points, $3.99 flat delivery fee, free birthday pizza), an in-house online ordering platform at order.farrellispizza.com, and Toast Tab integration for table reservations across 12 of the 13 stores.

The revenue model is predominantly transactional: per-ticket dine-in, pickup, and delivery sales supplemented by private event room rentals ($300 for 4 hours plus food package), catering with a $20 delivery minimum, and gift card balances. Loyalty participation is structured as points accumulation rather than a recurring subscription, but it functions to increase visit frequency and average ticket. Pricing is not publicly disclosed, with wage data ($16.28-$22.50 per hour starting) indicating mid-market labor positioning for a 501-1000 employee operation. Go-to-market is direct-to-consumer via owned digital channels and brick-and-mortar, with marketing driven by weekly recurring events (Team Trivia, Music Bingo), community sponsorships (PLU Athletics, annual Farrelli's Golf Classic), and a sustained stream of regional and industry awards including 2006 National Independent Pizzeria of the Year. The company is led by founder John Farrell (Chairman) and Jacque Farrell-Smith (President), with a professionalized C-suite including CEO Madi Soelling, COO Autumn Nessibou, CFO Danya Kitzes, and CMO Clayton Krueger.

Name

Farrelli's Pizza

Legal name

Farrelli's Pizza

Website

https://farrellispizza.com

Company type

Private

Founded year

1995

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Farrelli's Pizza is a family-owned, wood-fired pizza restaurant chain operating 13 locations across Washington's Puget Sound region. Founded in 1995, it serves families, students, and military communities through dine-in, pickup, delivery, private events, and a proprietary loyalty app.

Ownership category

akta.pro rank

Product category

Casual Dining Pizza Restaurants

NAICS

Full-Service Restaurants (722511), Restaurants and Other Eating Places (72251), Caterers (722320)

SIC

Retail-Eating & Drinking Places (5810), Retail-Eating Places (5812)

akta.pro primary industry

Family-Style Restaurants (THAFACAC)

akta.pro secondary industries

Pizza Fast Casual (THAFABAB), Brasseries, Bistros & Trattorias (THAFACAI)

Keywords

• Wood-fired pizza
• Casual dining restaurants
• Pizza restaurant chain
• Private event catering
• Loyalty rewards program

Headquarters

HQ city

Lacey

HQ country

United States

HQ region

North America

Offices13 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales, Infrastructure

Revenue model

1. Dine-in Restaurant Sales: Revenue from customers dining in at any of 13 locations across the Puget Sound region. Includes full food menu, alcoholic beverages, and desserts. Auto-gratuity of 18% added for parties of 15+ guests.
2. Pickup and Delivery Orders: Online and phone orders for pickup or delivery. Delivery has $20 minimum order and $3.99 flat fee through the app. Covers food, beverages, and specialty items.
3. Private Event Rentals: Revenue from private event bookings at dedicated spaces including Commencement Room (Ruston) with capacity up to 125 and Rainier Room (Sumner) with capacity 70. 4-hour room rental at $300 plus food package.
4. Loyalty Program Participation: FP Fire Club app generates revenue through increased customer frequency and spend. Members earn points for every $100 spent ($5 reward), receive exclusive discounts, and get free birthday pizza.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels5 records

Core offering

Farrelli's Pizza operates a 13-location wood-fired pizza restaurant chain across the Puget Sound region in Washington State, serving artisan pizzas, fresh salads, pasta, desserts, and a full bar with 17–22 local craft beers on tap. Customers access the brand through dine-in service, pickup, delivery via the proprietary FP Fire Club mobile app, online ordering, and dedicated private event spaces.

Product overview

Farrelli's Pizza is a wood-fired pizza restaurant chain operating 13 locations across the Puget Sound region in Washington state. The company offers a unified customer experience combining dine-in restaurant services with digital ordering and loyalty products. The core product portfolio consists of the FP Fire Club mobile application (loyalty/rewards platform), online ordering system (pickup and delivery), and table reservation system (via Toast Tab integration). Additional services include private event venues (Commencement Room and Rainier Room), kids party packages, catering delivery, and gift cards. The restaurants serve wood-fired artisan pizzas, appetizers, desserts, and beverages including 17-22 beers on draft at various locations.

Differentiator

Problem solved

Functional benefit

Brands

• FP Fire Club App: Loyalty rewards mobile application offering $10 off on food registration bonus, $5 for every $100 spent, free birthday pizza, and exclusive member-only deals.

Products and services

• Wood-Fired Artisan Pizza and Restaurant Menu
• FP Fire Club Mobile App
• Online Ordering for Pickup and Delivery
• Private Event Spaces (Commencement Room and Rainier Room)

Quantifiable outcome

• Ranked #7 of Top 75 Brands in Pizza Marketplace's Top 100 Movers & Shakers 2025
• +3 more outcomes

Named customers4 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Scale indicators7 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• MOD Pizza: MOD Pizza is the largest fast-casual pizza chain in the US, specializing in customizable wood-fired-style pizzas with a dine-in and digital ordering model. It is the most direct comparable to Farrelli's given the artisan pizza positioning, dine-in focus, and loyalty/app-driven customer engagement, though at significantly larger scale.
• Blaze Pizza: Blaze Pizza is a fast-casual assembly-line pizza chain using high-temperature ovens. It competes directly with Farrelli's on the artisan/fast-casual pizza positioning, dine-in experience, and digital ordering, though with a national footprint and franchise model.
• &pizza: &pizza is a fast-casual wood-fired pizza chain with an emphasis on design-forward dine-in environments and digital ordering. It is comparable to Farrelli's as a younger, design-forward pizza concept competing for experiential family and group occasions in regional markets.
• Pieology Pizzeria: Pieology is a fast-casual personalized pizza chain using stone-fired ovens with a franchise-driven growth model. Comparable to Farrelli's on product concept (custom artisan pizza) and dine-in experience, but competing primarily via franchised scale rather than company-operated regional density.
• Pizza Schmizza: Pizza Schmizza is a Pacific Northwest pizza chain founded in Portland, OR, with multiple dine-in locations across OR and WA. It is one of the most direct geographic and operational comparables to Farrelli's as a regional multi-unit PNW pizza chain with dine-in and delivery.

Broad incumbents

• Round Table Pizza: Round Table Pizza is a long-standing West Coast pizza chain with dine-in restaurants featuring family-friendly atmospheres. It is comparable to Farrelli's as a multi-unit family pizza concept with full bar in some locations, though broader in geography and more franchise-driven.
• Domino's Pizza: Domino's is the largest pizza chain in the world by retail sales, dominant in delivery and digital ordering. While primarily a delivery/QSR competitor rather than full-service, Domino's competes with Farrelli's for delivery share in the Puget Sound and represents the dominant scaled incumbent in the category.
• Marco's Pizza: Marco's Pizza is one of the fastest-growing pizza franchise chains in the US with strong dine-in and delivery offerings. Comparable to Farrelli's on artisan pizza positioning and dine-in experience, but operates a primarily franchised model with national reach.

Regional players

• Flying Pie Pizzeria: Flying Pie Pizzeria is an independent Pacific Northwest pizzeria chain founded in Boise, ID with locations in OR and WA. It is a relevant regional peer given shared geography, family-style dine-in positioning, and independent operator profile comparable to Farrelli's.
• Old Town Pizza: Old Town Pizza is a Pacific Northwest pizzeria chain with locations in OR and WA, featuring full bars, family dining, and event hosting. Comparable to Farrelli's on full-service pizza restaurant model with craft beer and event spaces, though primarily Portland-anchored.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks7 records

Key highlights7 records

Customer concentration

• Xx.com/farrellis
• Facebookfacebook.com/Farrellispizza

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Farrelli's Pizza