Flames Pizzeria

What Flames Pizzeria does

Flames Pizzeria is a family-owned American-style pizza restaurant business founded in 2014 in Caulfield East, Melbourne, by Pavlo and his wife. Pavlo brought 25+ years of pizza-making expertise from owning successful pizzerias in the United States (notably New York and Boston) during the 1980s and later in Greece from 2006, before relocating the family to Australia in 2013. The company operates multiple brick-and-mortar locations across Melbourne suburbs, with confirmed sites in St Kilda, Hawthorn, and Caulfield East (currently closed for renovations), and a separately branded Flames Dessert Bar at Caulfield Plaza. The official sitemap additionally references planned or listed locations in Balaclava, Camberwell, East Malvern, Elsternwick, and Rippon Lea.

The core offering is American-style pizza built around a proprietary secret dough recipe prepared fresh daily, available in four sizes (Small, Large, Family, and a Monster size of nearly 1 metre/24 slices) with thin or thick crust and over 30 varieties spanning traditional, gourmet, vegetarian, vegan, and gluten-free. The menu extends to pastas, burgers, chicken parmas, salads, and an expanding dessert range through the Flames Dessert Bar sub-brand, which offers ice creams, Greek pastries (Baklava, Galaktoboureko, Loukoumades), milkshakes, smoothies, and custom ice-cream cakes on 2-day advance order. Pizza catering for schools, universities, sporting clubs, private functions, and corporate events is positioned as a separate service line, anchored by the Monster pizza for large groups.

Revenue is generated through four distinct mechanics: direct dine-in and takeaway sales at walk-in unit prices, third-party delivery commissions via six aggregator platforms (UberEats, Deliveroo, DoorDash, Menulog, HungryPanda, Easi), catering on a quote/event basis, and dessert bar counter sales. Pricing is purely unit-based, with pizza slices at A$7 and combo meals ranging from A$28 (Small pizza + garlic bread + can) to A$60 (2 Large pizzas + garlic bread + 1.25L drink). Customer segments split between a primary base of individual consumers and families across Melbourne suburbs and a secondary base of corporate and event clients, with geography-specific demand in St Kilda supported by late opening hours. Marketing is concentrated in Instagram (@flamespizzeria) and on-site SEO, with social proof driven by customer testimonials displayed across the website.

Name

Flames Pizzeria

Legal name

Flames Pizzeria

Website

https://flamespizzeria.com.au

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

1–10 employees

Short description

Family-owned American-style pizzeria founded in 2014 in Melbourne, operating multiple dine-in locations, six delivery aggregator channels, a dessert bar sub-brand, and event catering services for individual consumers, families, and corporate clients across Melbourne suburbs.

Ownership category

akta.pro rank

Product category

Pizza Restaurant / Casual Dining

NAICS

Limited-Service Restaurants (722513), Special Food Services (7223), Baked Goods Retailers (445291)

SIC

Retail-Eating & Drinking Places (5810)

akta.pro primary industry

Pizza QSR (THAFAAAB)

akta.pro secondary industry

Patisseries & Viennoiserie (French-Style) (THAFAFAB)

Keywords

• Pizza restaurant
• American-style pizza
• Pizza catering
• Dessert bar
• Casual dining

Headquarters

HQ city

St Kilda

HQ country

Australia

HQ region

Oceania

Offices4 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Dine-in and Takeaway Sales: Direct food sales from restaurant locations for dine-in and takeaway orders at walk-in prices.
2. Third-party Delivery Platform Sales: Revenue from orders placed through UberEats, Deliveroo, DoorDash, Menulog, HungryPanda, and Easi delivery aggregators.
3. Catering Services: Customised pizza catering for events including schools, universities, sporting clubs, private functions, and corporate events.
4. Dessert Bar Sales: Separate dessert bar operation offering ice creams, sorbets, cakes, pastries, and beverages at the Caulfield East location.

Pricing tiers

Go-to-market motion1 record

Distribution channels9 records

Marketing channels4 records

Core offering

Flames Pizzeria sells American-style pizzas prepared from a secret US recipe with fresh daily-made dough, offered in four sizes (Small, Large, Family, and Monster) and thin or thick crust. The company operates dine-in and takeaway restaurant locations across Melbourne, distributes through third-party delivery aggregators, and provides customised event catering anchored on Monster pizzas, complemented by a separate dessert bar offering ice cream, cakes, Greek pastries, and beverages.

Product overview

Flames Pizzeria operates as a multi-location family restaurant business built around its core pizza offering (Flames Pizzeria), complemented by a secondary dessert concept (Flames Dessert Bar). The main pizzeria offers over 30 pizza varieties plus pastas, burgers, and sides across multiple Melbourne locations (St Kilda, Hawthorn, Caulfield East, Balaclava, Camberwell, Elsternwick, Rippon Lea, East Malvern), while the dessert bar provides ice creams, cakes, and Greek pastries. Pizza catering services for events tie both concepts together, enabling the company to serve both main meals and special occasions.

Differentiator

Problem solved

Functional benefit

Brands

• Flames Dessert Bar: Award-winning ice cream, sorbets, cakes, pastries, milkshakes, and other desserts offered at dedicated dessert bar locations in Caulfield East and St Kilda.

Products and services

• Flames Pizzeria Restaurant (Pizza & Grill)
• Flames Dessert Bar
• Pizza Catering Service
• Ice Cream Cakes (made-to-order)
• Greek Pastries and Desserts
• Pizza by the Slice

Quantifiable outcome

• Multiple 5-star reviews from customers highlighting quality, service, and monster pizzas as party favourites

Named customers4 records

Segments3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration6 records

Feature2 records

Partnerships

Six partnerships are on record, tiered core and minor.

• UberEatscoreChannel Partner/ Reseller/ DistributorUberEats delivery partnership allowing customers to order Flames Pizzeria products for home delivery through the UberEats platform.
• DeliveroocoreChannel Partner/ Reseller/ DistributorDeliveroo delivery partnership for pizza delivery services to customers in Melbourne.
• DoorDashcoreChannel Partner/ Reseller/ DistributorDoorDash delivery partnership enabling customers to order Flames Pizzeria products for delivery.
• MenulogcoreChannel Partner/ Reseller/ DistributorMenulog delivery partnership for pizza ordering and delivery services.
• HungryPandaminorChannel Partner/ Reseller/ DistributorHungryPanda delivery partnership targeting Asian communities in Melbourne.
• EasiminorChannel Partner/ Reseller/ DistributorEasi delivery partnership for pizza delivery services.

Scale indicators4 records

Recent moves10 records

Expansion highlights5 records

Broad incumbents

• Crust Pizza: National gourmet pizza chain with strong Melbourne presence and franchise model. Directly comparable product (premium pizzas, combos, catering) but operates at franchise scale rather than family-owned single-operator model.
• Gelato Messina: Australia's largest premium gelato and dessert chain, with multiple Melbourne locations and a strong dessert-bar identity. Comparable to Flames' Flames Dessert Bar sub-brand on product (ice cream, cakes, sundaes) and Melbourne customer base, though at materially larger scale.
• Pizza Hut Australia: Iconic national pizza QSR brand with dine-in, takeaway, and delivery across Australian suburbs. Overlaps Flames on core pizza menu and suburban locations but with substantially larger marketing and operational infrastructure.
• Domino's Pizza Enterprises: Australia's largest pizza QSR chain (ASX-listed, ~900+ stores). Operates a broadly overlapping product range and aggregator partnerships nationally, but with vastly greater scale, own-delivery fleet, and marketing budget compared to Flames' suburban footprint.

Direct peers

• 400 Gradi: Independent Melbourne-based pizzeria chain focused on authentic Italian-style pizza with multiple locations. Closely comparable as a Melbourne independent pizza operator competing for the same suburban dine-in and delivery customers.
• +39 Pizza: Melbourne pizzeria operator with neighbourhood locations, casual dine-in, takeaway, and delivery. Comparable as an independent, multi-suburb Melbourne pizza brand targeting similar family and event-use cases.
• Red Sparrow Pizza: Melbourne-based independent pizzeria offering wood-fired and traditional pizzas across multiple inner suburbs. Directly comparable on product style, suburban Melbourne positioning, and dine-in/takeaway customer base.
• Ladro Gourmet Pizza: Melbourne independent pizzeria with multiple locations serving authentic Italian-style pizzas and Italian-inspired menu. Comparable independent suburban operator competing in the same Melbourne pizza category.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/flamespizzeria
• LinkedInlinkedin.com/company/flames-pizzeria

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

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 Flames Pizzeria