Flo's Collection

What Flo's Collection does

Flo's Collection (legal entity Flos Collection LLC) is a family-owned, multi-brand restaurant company headquartered at 4494 Plainfield Ave NE in Grand Rapids, Michigan. Founded on April 29, 2011 by Sicilian-born brothers Daniele (Dan) and Davide Uccello, the company operates three distinct restaurant concepts across Michigan: Flo's Pizzeria in Grand Rapids, Flo's Sports Bar in Belmont and Greenville, and Flo's Wood Fired in Rockford. The portfolio carries brand recognition built on multiple "Best Pizza" awards (Michigan, America, Grand Rapids, Midwest) and emphasizes authentic Italian recipes passed through family generations, supplemented by local Michigan vendor partnerships.

The company's business model is direct-to-consumer restaurant operations across dine-in, takeout, and catering services, complemented by a community fundraising program suite. Three fundraising products — Gift Card Fundraising (organizations earn $5 per $25 card), Pizza Kit Fundraising ($8 per kit), and In-Store Fundraising (percentage of evening sales donated) — engage schools, youth sports teams, scout groups, and community organizations while serving as a community-marketing channel. Gift cards in $25 increments are sold digitally and accepted across all Flo's Collection locations. Pricing for menu items is not publicly disclosed.

The leadership team includes co-owners Dan and Davide Uccello (alongside Cassie and Alexandra Uccello as co-owners), CEO/Integrator Carol Johnson, Administrative Assistant Allison Garcia, and HR Specialist Jessica Riste. The "next generation" — Chiara, Lorenzo, and Angelo Uccello — are also actively involved, signaling multi-generational continuity. With 31 employees and no institutional investment, parent company, or subsidiaries, Flo's Collection is a privately held, family-controlled enterprise that publicly states its intent to open additional Michigan locations.

Name

Flo's Collection

Legal name

Flos Collection LLC

Website

https://floscollectionmi.com

Company type

Private

Founded year

2011

Operating status

Operating

Headcount range

11–50 employees

Short description

Flo's Collection is a family-owned Michigan restaurant company operating three concepts — Flo's Pizzeria (Grand Rapids), Flo's Sports Bar (Belmont/Greenville), and Flo's Wood Fired (Rockford) — serving local communities with award-winning Italian cuisine and community fundraising programs.

Ownership category

akta.pro rank

Headquarters

HQ city

Grand Rapids

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Restaurant Operations: Full-service restaurant operations across multiple locations and brands including Flo's (pizza), Flo's Sports Bar, and Flo's Wood Fired. Generates revenue from food and beverage sales directly to consumers.
2. Gift Card Fundraising Program: Organizations sell gift cards in $25 increments through prepay, online, or traditional methods. Organization earns $5 per $25 gift card sold. Funds reconciled and check sent to organization.
3. Pizza Kit Fundraising Program: Organizations sell pizza kits to friends and family. Organization earns $8 per pizza kit sold. Payment due upon placing order.
4. In-Store Fundraising Program: Organizations host fundraiser nights at Flo's locations. Percentage of sales from that evening donated to the organization. Checks issued within 30 days after fundraiser.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels1 record

Core offering

Flo's Collection is a family-owned, multi-brand Italian restaurant company operating three distinct concepts in Michigan: Flo's Pizzeria (Grand Rapids), Flo's Sports Bar (Belmont & Greenville), and Flo's Wood Fired (Rockford). The company serves authentic Italian cuisine including award-winning pizza, wood-fired fare, and sports bar offerings, and complements its restaurant operations with gift cards and three community fundraising programs (Gift Card, Pizza Kit, and In-Store Fundraising).

Product overview

Flo's Collection is a family-owned hospitality company operating multiple restaurant brands under one umbrella. The portfolio includes three distinct restaurant concepts: Flo's Pizzeria (Grand Rapids), Flo's Sports Bar (Belmont & Greenville), and Flo's Wood Fired (Rockford), all serving Italian cuisine. In addition to dining services, the company offers gift cards available in $25 increments, and operates three fundraising programs — Gift Card Fundraising, Pizza Kit Fundraising, and In-Store Fundraising — that allow community organizations to raise funds through the sale of gift cards, pizza kits, or in-restaurant events.

Differentiator

Problem solved

Functional benefit

Brands

• Flo's Pizzeria: Pizza restaurant located in Grand Rapids, MI
• Flo's Sports Bar
• Flo's Wood Fired

Products and services

• Flo's Pizzeria Full-service Italian pizzeria restaurant located in Grand Rapids, MI, offering authentic Italian cuisine and award-winning pizza to local diners and families.
• Flo's Sports Bar Sports bar restaurant located in Belmont and Greenville, MI, offering food and entertainment for sports viewing audiences.
• Flo's Wood Fired Wood-fired cuisine restaurant located in Rockford, MI, featuring wood-fired pizza and related offerings.
• Flo's Collection Gift Cards Digital eGift Cards available in $25 increments, sent via email for redemption at any Flo's Collection restaurant location.
• Gift Card Fundraising Program Fundraising program where organizations sell $25 gift cards to raise funds, earning $5 per card sold. Three ordering options: Prepay, Online, and Traditional.
• Pizza Kit Fundraising Program Fundraising program where organizations sell pizza kits to friends and family, earning $8 per pizza kit sold.
• In-Store Fundraising Program In-restaurant fundraising program where organizations host fundraiser nights at Flo's locations, with a percentage of evening sales donated to the organization.

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• Local Michigan VendorsminorOthersFlo's Collection incorporates various local Michigan vendors in their recipes, supporting local suppliers and businesses.

Scale indicators2 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• Jet's Pizza: Michigan-headquartered (Sterling Heights) pizza chain known for its deep-dish square pizza. Comparable to Flo's as a Michigan-based regional pizza brand with multi-unit operations, deep local roots, and overlapping customer base across the state.
• Hungry Howie's Pizza: Michigan-founded (Madison Heights) pizza franchise with hundreds of locations. Comparable to Flo's as another Michigan-origin regional pizza brand competing in similar markets, though at much larger scale; relevant for benchmarking unit economics and competitive dynamics.
• Anthony's Coal Fired Pizza & Wings: Wood-fired pizza concept with multiple locations primarily in the eastern U.S. Closest comparable to Flo's Wood Fired brand on product format (coal/wood-fired pizza) and casual-dining positioning; useful peer for the wood-fired concept's unit economics and growth potential.
• Little Caesars: Global pizza chain headquartered in Detroit, Michigan. While much larger and value-positioned, Little Caesars competes directly with Flo's for pizza occasions across Michigan and shares the in-state heritage and community presence that defines Flo's positioning.
• Marco's Pizza: Regional pizza franchise headquartered in Toledo, Ohio, with a footprint that overlaps with Flo's in the Midwest. Similar size and stage to Flo's, both being growing regional pizza concepts competing for share in adjacent Midwestern markets.
• Buddy's Pizza: Detroit-style pizza chain founded in Detroit, Michigan, with multiple locations across the state. Closest direct peer to Flo's: regional Michigan pizza concept with a distinct style, multi-unit footprint, family-origin story, and similar community-driven brand identity competing for the same Michigan pizza consumer.

Broad incumbents

• Domino's Pizza: World's largest pizza company, headquartered in Ann Arbor, Michigan. Broad incumbent in the same category with deep Michigan roots, dominant delivery infrastructure, and significant technology investment — relevant for understanding the scale ceiling and competitive intensity Flo's faces in its home state.

Regional players

• Buona Restaurants: Family-owned Italian restaurant group based in Chicago, Illinois, with a multi-location Italian casual-dining portfolio. Comparable as a regional, family-led Italian restaurant group operating multiple concepts at similar scale to Flo's Collection; useful peer for benchmarking multi-concept Italian family-operator strategy in the Midwest.

Emerging players

• Blaze Pizza: Fast-casual build-your-own pizza chain with national footprint. Comparable as a competing pizza format targeting a slightly different occasion (fast-casual vs. casual/family) but operating in the same Michigan markets and competing for similar consumer share.
• MOD Pizza: Fast-casual artisan pizza chain with locations across the U.S. Comparable to Flo's on the pizza category and casual-dining occasion, though positioned at a different price point; representative of the better-instrumented, tech-enabled competitor Flo's faces.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks4 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/floscollectionmi

Revenue estimate

Valuation estimate

Number of profiles

Profiles10 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 Flo's Collection