What Mr. Pizza does

Mr. Pizza (주식회사 미스터피자) is a South Korean pizza and chicken franchise chain founded in 1990 and headquartered in Seocho-gu, Seoul. The company operates more than 200 franchise locations across all major Korean regions — Seoul, Gyeonggi, Busan, Daegu, Gwangju, Jeju, and provincial areas — delivering and selling a portfolio of classic and premium pizzas (including signature items such as Shrimp Gold, Potato Gold, Legendary Basil Mascarpone, and Cheese Blossom Steak), pizza-sandwich formats, and a growing range of chicken side products under the wholly-owned OvenToDak (오븐투닭) value sub-brand. The 'shop-and-shop' franchise model pairs Mr. Pizza and OvenToDak in a single delivery-and-takeout store, leveraging shared pizza kitchen equipment to lower franchisee capex and generate dual revenue streams, with the first 30 store operators receiving 19.5M KRW in franchise-fee relief.

The company runs a multi-channel distribution model: a proprietary iOS/Android mobile app serving as the primary direct ordering channel (with up to 30% standing discounts), integration with all three major Korean delivery super-platforms (Baemin, Coupang Eats, Yogiyo, plus DdangGYEO), and select in-store dining. It also operates an extensive discount and loyalty ecosystem — partnerships with SKT, KT, and LG U+ telecom memberships, plus six card issuers (Lotte, Hyundai, Samsung, Shinhan, BC, OK Cashback) and gift-certificate platforms (Gifticon, Smartcon, Giftishow, Zlgoon/Smilecon) — that drives repeat usage. In September 2025 Mr. Pizza discontinued its centralized call center and PC-based ordering to consolidate on the mobile app.

Mr. Pizza is privately held by 주식회사 미스터피자, led by Representative Director Lee Dae-sung (이대성), with a corporate headcount of 251–500 employees. Revenue is generated through franchise fees and royalties (one-time and recurring), direct sales via franchisee stores (delivery, takeout, dine-in), and product sales across both Mr. Pizza and OvenToDak brands. Specific revenue figures are not publicly disclosed.

Name

Mr. Pizza

Legal name

주식회사 미스터피자

Website

http://www.mrpizza.co.kr

Company type

Private

Founded year

1990

Operating status

Operating

Headcount range

251–500 employees

Short description

Mr. Pizza is a South Korean pizza and chicken franchise chain founded in 1990, operating 200+ franchise stores nationwide under its premium pizza brand and OvenToDak value-chicken sub-brand via a shop-and-shop model, selling to individual consumers through proprietary mobile app, third-party delivery platforms, and in-store channels.

Ownership category

akta.pro rank

Product category

Pizza Restaurant Chain

NAICS

Limited-Service Restaurants (722513), Restaurants and Other Eating Places (72251)

SIC

Retail-Eating Places (5812)

akta.pro primary industry

Pizza QSR (THAFAAAB)

akta.pro secondary industry

Pizza Fast Casual (THAFABAB)

Keywords

• Pizza restaurant chain
• Pizza franchise
• Chicken QSR
• Food delivery
• Shop-and-shop franchise

Headquarters

HQ city

Seocho

HQ country

South Korea

HQ region

Asia

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure, Technology or R&D

Revenue model

1. Franchise Fees and Royalties: Mr. Pizza generates revenue through franchise fees (15 million KRW standard, 5 million KRW with current promotions), training fees (3.5 million KRW), performance bonds (returned upon termination), and ongoing royalties from franchisees.
2. Direct Pizza and Food Sales: Revenue from direct sales of pizzas, chicken products, and side items through franchise and corporate stores, including delivery, pickup, and dine-in channels.
3. Oven2Chicken Chicken Brand: Revenue from the budget-friendly chicken brand 'Oven2Chicken' operated as part of the shop-and-shop model, generating additional 2-way revenue streams.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels8 records

Core offering

Mr. Pizza operates a premium pizza restaurant chain and franchise system in South Korea, selling classic and premium pizzas (multiple sizes and edge options), pizza sandwiches, boneless chicken, wings, and side items directly to consumers through dine-in, takeout, delivery (proprietary app and third-party platforms), and franchise stores. It also runs the OvenToDak value chicken brand and recruits franchisees through a combined shop-and-shop model that pairs pizza and chicken operations using shared pizza equipment.

Product overview

Mr. Pizza (주식회사 미스터피자) is a South Korean pizza restaurant chain and franchise operator. Its product portfolio comprises two main sub-brands: the premium pizza brand Mr. Pizza and the value-oriented chicken brand OvenToDak (오븐투닭), which can be co-located in a 'shop-and-shop' (샵앤샵) franchise model. The core product is a wide range of pizzas across two main categories — Premium (프리미엄) and Classic (클래식) — available in M (2-3 person) and L (3-4 person) sizes with multiple edge/crust options (Original, Signature, Cheese Cap, Gold, etc.). Pizza sandwich formats (피자샌드) offer a handheld alternative. The menu extends to chicken products (순살 치킨 boneless chicken in soy/spicy variants, 치킨텐더 chicken tenders, 핫윙 hot wings, 바베큐윙 BBQ wings) and other sides including 미트치즈프라이즈 (meat cheese fries), 스파이시 포테이토 (spicy potato), and 사이드샘플러 (side sampler). Promotional bundles include the 피치 세트 (Peach Set) — a pizza + boneless chicken + beverage combo — and 콤비네이션 샌드 세트. Discount programs include a standing app-based discount (up to 30% off takeout) and visit-and-takeout discounts. Products are ordered via the Mr. Pizza mobile app (iOS/Android), phone, or in-store; third-party delivery platforms are also supported.

Differentiator

Problem solved

Functional benefit

Brands

• 오븐투닭 (OvenTooDak): Value-oriented chicken brand operated alongside Mr. Pizza stores, offering affordable fried chicken products.

Products and services

• Mr. Pizza premium pizza brand (미스터피자) Premium pizza menu ranging across Classic and Premium tiers with signature items such as Shrimp Gold (Mr. Pizza's top bestseller), Potato Gold, Cheese Blossom Steak, Mr. Trio (anniversary special), Legendary Basil Mascarpone, Diablo Blossom, Triple All-in-One, Special Quattro, and Half-and-Half. Available in M (2-3 person) and L (3-4 person) sizes with five edge options (Origin, Signature, Cheese Cap, Egg Tart, Gold). Targeted at Korean consumers for delivery, takeout, and dine-in.
• OvenToDak (오븐투닭) value chicken brand Value-oriented fried chicken brand co-located with Mr. Pizza in shop-and-shop stores, offering affordable chicken menu items prepared using shared pizza equipment. Targeted at value-seeking Korean consumers and franchisees seeking dual pizza-and-chicken revenue streams.
• Shop-and-Shop Franchise (샵앤샵 창업) Combined franchise offering pairing the Mr. Pizza premium pizza brand with the OvenToDak value chicken brand in a single delivery/takeout store, using shared pizza equipment to prepare both menus and generate dual revenue streams. Targeted at prospective Korean franchisees and small-business entrepreneurs; 7-day training, 3-year renewable contract, ~20 days from construction to grand opening.
• Triple All-in-One (트리플 올인원) premium pizza Premium pizza combining three land/sea/air flavors — pepperoni, shrimp, and hot chicken — in a single pan. New menu item for 2026.
• Mr. Trio (미스터트리오) anniversary pizza Mr. Pizza's 30th anniversary special pizza combining Cheese Blossom Steak, Shrimp King, and Potato Gold in one pan for a three-premium pizza experience.
• Special Quattro (스페셜콰트로) pizza Four-flavor pizza combining Potato Gold, Shrimp Gold, Quattro Cheese, and Sweet Potato in one pan, available in M and L sizes with various edge options.
• Double Cheese (더블치즈) pizza Double cheese pizza topped with mozzarella and cheddar cheese over rich pizza sauce, available with Original, Signature, or Cheese Cap edge options.
• Legendary Basil Mascarpone (레전드 바질 마스카르포네) pizza Premium pizza with fresh basil pesto, mascarpone cheese (99.2% natural cheese content), and sun-dried tomatoes, positioned as a premium-tier offering.
• Combination Sand (콤비네이션 샌드) pizza sandwich Sandwich-format pizza on ciabatta bread topped with premium pepperoni and combination toppings; crusty outside and soft inside. Priced at 6,900 KRW; delivery available for orders above 16,000 KRW.
• Boneless Chicken — Seasoned and Soy Sauce variants (간장/양념 순살 치킨) Boneless chicken available in two flavors: Soy Sauce (간장) glazed sweet-salty, and Seasoned (양념) coated in spicy-sweet sauce. Whole (17,500 KRW) and half (8,900 KRW) portions. Launched 2025 in tandem with Real Milk Dough renovation.
• Hot Wings 4pc/8pc (핫윙) Battered chicken wings with spicy sauce available in 4-piece and 8-piece portions. Marketed as one of Mr. Pizza's most popular side dishes.
• BBQ Wings 6pc (바베큐윙) Barbecue-seasoned chicken wings, 6 pieces, priced at 7,900 KRW.
• Meat Cheese Fries (미트치즈프라이즈) Spicy oven-baked potato topped with meat, cheese, and bacon. Classified as a side dish accompaniment to pizza.
• Peach Set (피치 세트) promotional bundle Mobile-app-exclusive promotional bundle combining a premium pizza (M or L) with a boneless chicken portion (half or whole) and a beverage. Available in M and L sizes for both delivery and takeout. Maximum discount of 7,500 KRW (M delivery) to 12,000 KRW (L takeout).

Quantifiable outcome

• Visit-and-takeout discount up to 30% on pizza
• +2 more outcomes

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration14 records

Feature2 records

Partnerships

18 partnerships are on record, tiered core, minor and moderate.

• 배달의민족 (Baemin)coreChannel Partner/ Reseller/ DistributorPrimary external delivery platform partner for Mr. Pizza. Allows customers to order Mr. Pizza through the Baemin app in areas where the proprietary app delivery is unavailable.
• 쿠팡이츠 (Coupang Eats)coreChannel Partner/ Reseller/ DistributorExternal delivery platform partner enabling Mr. Pizza delivery through Coupang ecosystem in areas not covered by proprietary app.
• 요기요 (Yogiyo)coreChannel Partner/ Reseller/ DistributorThird major delivery platform partner for Mr. Pizza delivery services.
• 땡겨요minorChannel Partner/ Reseller/ DistributorSmaller delivery platform partner for Mr. Pizza services.
• 즐거운/스마일콘 (Zlgoon/Smilecon)minorGTM or Marketing PartnerE-coupon partner allowing Mr. Pizza gift certificate redemption through the mobile app. Customer center: 1661-8191.
• 기프티콘 (Gifticon)minorGTM or Marketing PartnerE-coupon partner for Mr. Pizza gift certificate redemption. Customer center: 1800-0133.
• 스마트콘 (Smartcon)minorGTM or Marketing PartnerE-coupon partner for Mr. Pizza vouchers. Customer center: 02-561-0671.
• 기프티쇼 (Giftishow)minorGTM or Marketing PartnerE-coupon partner enabling Mr. Pizza voucher purchases and redemption. Customer center: 1588-6474.
• SKT T 멤버십coreGTM or Marketing PartnerSKT telecommunications membership discount program. VIP customers receive 25% discount online/offline; GOLD/SILVER receive 15%. Daily limit: VIP 60,000 KRW, GOLD/SILVER 40,000 KRW.
• KT 멤버십coreGTM or Marketing PartnerKT telecommunications membership discount. General 15%, VIP 20% discount. Daily limit: 200,000 KRW per transaction.
• LG U+ 멤버십coreGTM or Marketing PartnerLG U+ membership discount program. General 15%, VIP 20% discount. Daily limit: 200,000 KRW.
• 롯데카드coreGTM or Marketing PartnerLotte Card partnership offering 15% discount (40% on last Friday of month). Requires 200,000 KRW monthly spending. Max 3 uses per month, 12 per year.
• 현대카드 M포인트moderateGTM or Marketing PartnerHyundai Card M Point partnership allowing 50% point payment on purchases with 1.5% base earning.
• 삼성카드moderateGTM or Marketing PartnerSamsung Card partnership allowing 100% point payment using bonus points, Big Point, and membership rewards.
• 신한카드 마이신한포인트moderateGTM or Marketing PartnerShinhan Card My Shinhan Point partnership allowing 30% point payment.
• BC TOP PointmoderateGTM or Marketing PartnerBC TOP Point partnership allowing 100% point payment with 0.8% point earning on transactions.
• OK 캐쉬백minorGTM or Marketing PartnerOK Cashbag point partnership offering 25% point discount or 1.5% earning. Requires minimum 5,000 points and 25% of payment amount in points.
• 네이버 스마트 플레이스 (Naver Smart Place)minorGTM or Marketing PartnerNaver local business listing support for franchise stores as part of promotional benefits for first 30 shop-and-shop franchisees.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Domino's Pizza Korea: Direct Korean pizza delivery competitor operating a comparable franchise model with nationwide store footprint and mobile app ordering; competes head-to-head with Mr. Pizza for delivery occasions.
• Pizza Hut Korea: Long-standing Korean pizza chain with dine-in, delivery, and takeout; competes with Mr. Pizza in the same premium pizza segment with a broader restaurant footprint.
• Papa John's Korea: US-origin pizza QSR with Korean franchise operations; directly comparable premium-delivery positioning and store economics to Mr. Pizza.
• Pelicana Chicken: Korean fried chicken franchise with similar nationwide franchise store model; comparable to Mr. Pizza's OvenToDak sub-brand in shop format and customer target.
• BBQ Chicken (Genesis BBQ): Largest Korean chicken franchise chain; highly comparable shop-and-delivery model and franchise economics to Mr. Pizza's OvenToDak offering.
• BHC Chicken: Major Korean chicken QSR brand with delivery-led franchise model; competes with Mr. Pizza's chicken sub-brand for the same fried chicken delivery occasion.
• Mom's Touch: Korean QSR franchise chain combining chicken and burgers; comparable franchise-led nationwide footprint and delivery/takeout focus to Mr. Pizza.

Broad incumbents

• Lotteria (Lotte): Largest Korean burger QSR chain backed by Lotte Group; a broader incumbent in the domestic quick-service space with overlapping delivery and app-based ordering.

Emerging players

• Krispy Kreme Doughnuts Korea: Korean franchise operator in a different QSR category but with similar franchise-driven nationwide expansion and app-based ordering strategy; useful for franchise economics benchmarking.

Others

• CJ Freshway: Korean foodservice distribution and prepared-meals operator under CJ Group; relevant ecosystem comparator for Mr. Pizza's franchise supply chain and meal-program adjacencies.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/@mrpizza15770077/videos
• Facebookfacebook.com/people/%EB%AF%B8%EC%8A%A4%ED%84%B0%ED%94%BC%EC%9E%90/100083247396844
• Instagraminstagram.com/mrpizza_official_

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

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 Mr. Pizza