Pizzabakeren

What Pizzabakeren does

Pizzabakeren is Norway's largest pizza takeaway and delivery chain, operating as a franchise-based business headquartered in Sandnes, Rogaland. Founded in 2003 by William Gulliksen, Arild Ask Bringeland, Jan Henrik Jelsa, and Hans Georg Jelsa, the company has scaled to over 200 franchise locations across every Norwegian county, with a workforce of approximately 3,000-4,000 across its franchise network and corporate entities (PB Invest AS, PB Norge Drift AS, The Shack AS, Yips AS, PB Distribusjon AS). In 2024 alone, the chain produced and delivered over 7.5 million pizzas. The legal franchisor is Pizzabakeren Invest AS, held under the PB Industrier AS holding company, with Ernst Kåre Dybing serving as Managing Director (Daglig Leder).

The core product portfolio centers on freshly baked pizzas across four base formats: traditional Original (20/30/40cm sizes), personal-sized Thin base, Gluten-Free 30cm milk-free base, and Vegan 30cm base, supported by over 30 topping combinations plus recent menu additions (KYLLINGKEBABEN, KYLLINGDRØMMEN, halal-certified variants). Complementary categories include chicken wings, garlic bread, sauces/dressings, soft drinks, energy drinks, ice cream (Hennig Olsen), and donuts. The technology layer is intentionally consumer-facing rather than AI-driven: ordering flows through pizzabakeren.no, iOS/Android mobile apps, phone, or walk-in, with payment processed via Nets (Visa/Mastercard), Vipps, BankID-verified invoicing through Front Payment AS, and Apple/Google distribution.

Revenue is generated through three mechanisms: per-transaction pizza and accessory sales at franchise locations, royalty and licensing fees from the franchise program (100,000 NOK entry capital requirement plus 800,000-1,200,000 NOK setup costs), and corporate account revenue via the PB-bedrift program offering invoicing and credit terms. Two sub-brands anchor retention: PB-venn (consumer loyalty: every 10th pizza/drink free, every 5th ice cream free) and PB-bedrift (B2B loyalty with invoice billing and 14-day terms). The chain operates through Circle K co-located franchise partnerships for new site rollouts, and maintains a wholly owned distribution subsidiary PB Distribusjon AS in Flekkefjord that was certified as Miljøfyrtårn (Environmental Lighthouse) in 2026.

Name

Pizzabakeren

Legal name

Pizzabakeren Invest AS

Website

https://pizzabakeren.no

Company type

Private

Founded year

2003

Operating status

Operating

Headcount range

251–500 employees

Short description

Pizzabakeren is Norway's largest pizza takeaway and delivery franchise chain, operating over 200 locations nationwide under the Pizzabakeren Invest AS franchisor. Founded in 2003, it serves individual consumers via PB-venn loyalty and corporate accounts via PB-bedrift, with centralized distribution through PB Distribusjon AS.

Ownership category

akta.pro rank

Product category

Pizza Takeaway Chain

NAICS

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

SIC

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

akta.pro primary industry

Pizza QSR (THAFAAAB)

akta.pro secondary industry

Pizza Fast Casual (THAFABAB)

Keywords

• Pizza takeaway chain
• Franchise restaurant
• Food delivery service
• Quick service food
• Norwegian pizza chain

Headquarters

HQ city

Sandnes

HQ country

Norway

HQ region

Europe

Offices38 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Pizza Sales: Direct sales of pizzas, drinks, sides, and desserts through franchise locations. Transaction-based revenue from individual orders.
2. Franchise Fees: Franchise opportunity requiring 100,000 NOK to establish an AS company, with additional 800,000-1,200,000 NOK for establishment. Royalty-based franchise model.
3. Corporate Account Revenue: Invoice-based sales to business customers (PB-bedrift) with credit terms and service fees.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels8 records

Core offering

Pizzabakeren is Norway's largest pizza takeaway chain operating over 200 franchised pizzabakeries, selling freshly baked pizzas in multiple base types (original 20-40cm, thin, gluten-free, and vegan) with over 30 topping varieties. The company sells complementary food items including chicken wings, garlic bread, soft drinks, energy drinks, ice cream, and donuts, and operates two loyalty programs: PB-venn for individual consumers and PB-bedrift for business customers with invoice payment terms. Orders are placed via mobile app, website, phone, or walk-in, with both takeaway and home delivery available.

Product overview

Pizzabakeren is Norway's largest pizza takeaway chain operating over 200 pizzabakeries nationwide. The product portfolio centers on freshly baked pizzas offered on multiple base types: Original (traditional thick crust in small/medium/large), Thin (personal portion), Gluten-Free (30cm milk-free base), and Vegan (30cm milk and gluten-free with vegan cheese). The core offering includes over 30 pizza varieties covering meat, chicken, vegetarian, and new innovations like Kyllingkebaben and Kyllingdrømmen. The ecosystem includes complementary products: chicken wings, garlic bread, accessories/dressings, soft drinks, energy drinks, ice cream, and donuts. Two loyalty programs serve distinct segments: PB-venn for individual consumers (offering every 10th pizza free) and PB-bedrift for business customers (with invoice payment and corporate discounts). Gift cards (physical and digital) and a mobile app for iOS/Android provide additional purchase channels. The company operates a franchise model, having baked over 7.5 million pizzas in 2024 and achieving market leadership in Norwegian takeaway pizza.

Differentiator

Problem solved

Functional benefit

Brands

• PB-venn: Loyalty and benefits program for individual customers who register and order through the app or website. Offers every 10th pizza free and other benefits.
• PB-bedrift

Products and services

• Pizza (Original Base) Freshly baked pizzas on traditional thick crust base available in small (20cm), medium (30cm), and large (40cm) sizes with over 30 topping combinations including classics like Pizzabakeren Spesial (number 4), meat varieties, chicken varieties, and vegetarian options. Targeted at general consumers seeking affordable, freshly baked pizza.
• Pizza (Thin Base / Tynn Bunn) Personal-size portion pizzas with thin crust, available in single-serving topping combinations including single, winner, favorite, experience, mix, solution, enthusiast, and white sauce varieties. Targeted at individual consumers seeking a personal pizza portion.
• Pizza (Gluten-Free Base) 30cm milk and gluten-free crust pizzas with all standard toppings available, targeted at consumers with gluten or dairy dietary restrictions.
• Pizza (Vegan) Vegan pizzas on 30cm milk and gluten-free base with vegan cheese substitute (Gryr), including options like V-GF01 DEN ENKLE VEGANSK and V-GF18 VEGETARIANEREN VEGANSK. Targeted at vegan and dairy-free consumers.
• Chicken Wings (Kyllingklubber) 6 spicy chicken clubs per portion with choice of garlic dressing or sour cream dressing, sold as a side item to accompany pizza orders. Targeted at consumers seeking accompaniments to their main pizza.
• Garlic Bread (Hvitløksbrød) Garlic butter bread with cheese, salt and oregano, available in 30cm (69 NOK), 20cm (49 NOK), and gluten-free 30cm (99 NOK) sizes. Targeted at consumers seeking pizza accompaniments.
• Accessories/Sides (Tilbehør) Dressings, seasonings, and chips including garlic dressing, sour cream dressing, PB's nacho chips, PB pizza spices (regular, hot mix, ground), BBQ sauce, béarnaise sauce, chili sauce, kebab dressing, and red topping sauce. Targeted at consumers customizing their pizza orders.
• Soft Drinks (Brus) Carbonated beverages including Coca-Cola, Coca-Cola no sugar, and Fanta Orange in 1.5L and 0.5L sizes. Targeted at consumers ordering pizza meals.
• Energy Drinks (Energidrikk) Energy drinks including Burn varieties (Apple/Kiwi, Original, Sour Twist, Zero) and Monster varieties (Energy, Full Throttle Zero, Juiced series, Ultra series, Viking Berry, Lando Norris Zero, Punch, Rio Punch). 16-year age limit enforced. Targeted at consumers seeking energy drinks with their pizza order.
• Ice Cream (Iskrem) Ice cream products from Hennig Olsen including Daim cup (450ml), Freia Non Stop cup (450ml), Oreo cup (450ml), Idyll Salt Karamellis (500ml plant-based), Nude Strawberry (500ml), and Nyt Dobbelsjoko (500ml no added sugar). Targeted at consumers seeking desserts with their pizza order.
• Desserts (Donuts) Donuts available in chocolate (topped with chocolate glaze and milk chocolate sprinkles) and strawberry (topped with strawberry glaze and white chocolate sprinkles). Delivered frozen, thawed quickly at room temperature. Targeted at consumers seeking sweet dessert options.
• PB-venn Loyalty Program Customer loyalty and rewards program for individual consumers. Members receive every 10th pizza free (same size, full price), every 10th half-liter soft drink/water free (full price), and every 5th ice cream box free (450-500ml, full price). Also includes news updates and order history. Targeted at individual consumers seeking repeat purchase rewards.
• PB-bedrift Business Loyalty Program Business customer loyalty program with 20% discount on up to 5 large pizzas on first online order (full price only). Benefits include every 10th pizza free, every 10th soft drink free, every 5th ice cream free, and credit/invoice payment terms. Targeted at companies needing regular pizza orders with corporate billing.
• Gift Cards (Gavekort) Physical gift cards valid 6 months from purchase, usable at all locations. Digital gift cards valid 1 year, purchasable online, redeemable only via app/web. Both types available in variable denominations. Targeted at consumers and businesses seeking gifting options.
• Pizzabakeren Mobile App iOS and Android mobile application for ordering pizza, managing PB-venn loyalty points, receiving push notifications about news and offers, and accessing order history for repeat orders. Targeted at individual consumers seeking convenient mobile ordering.
• Franchise Program Franchise opportunity to open and operate a Pizzabakeren pizzeria. Requires 100,000 NOK to establish an AS company plus 800,000-1,200,000 NOK for establishment. Market area should have 6,000-8,000 people within 5km radius. Targeted at entrepreneurs seeking to operate a franchise pizzeria.

Quantifiable outcome

• Over 7.5 million pizzas baked and delivered in 2024
• +2 more outcomes

Named customers2 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration6 records

Feature3 records

Partnerships

Eleven partnerships are on record, tiered core and minor.

• Circle KcoreChannel Partner/ Reseller/ Distributor · 1 May 2003Strategic partnership for co-located pizzabakeries within Circle K gas stations. Many new locations opening at Circle K sites across Norway, providing convenience foot traffic and extended reach for Pizzabakeren.
• GabbascoreOthersNorwegian meat supplier providing quality pepperoni and chorizo products. Won gold medals at NM (Norwegian Championships) in meat products 2022.
• JædercoreOthersNorwegian meat supplier providing quality meat products for pizza toppings.
• TinecoreOthersNorwegian dairy company supplying cheese for pizzas. Natural lactose-free cheese used in products.
• PB Distribusjon AScoreStrategic or Co-development PartnerCompany's own distribution subsidiary located in Flekkefjord. Delivers all products to franchise locations. Invested in solar energy, energy-efficient solutions, and modern refrigeration systems. Certified as Miljøfyrtårn (Environmental Lighthouse) in 2026.
• BUHRminorImplementation/ SI/ Consulting PartnerHR consulting partnership established in May 2025 to strengthen competence and quality of HR work within the company.
• FranchiseArkitekt and VirkeminorOthersAwarding organizations for the Årets Franchisekjede 2022 award. FranchiseArkitekt is a franchise consulting firm and Virke is the Norwegian Retail and Service Confederation.
• Tingstad ASminorOthersNew packaging supplier contracted in 2025-2026. Actively works with Åpenhetsloven (Transparency Act) and meets assessment criteria.
• Brisk ASminorOthersNew gluten-free crust supplier contracted in 2025-2026. Actively works with Åpenhetsloven (Transparency Act) and meets assessment criteria.
• Hennig OlsenminorOthersIce cream supplier providing various ice cream products including frozen cakes, donuts, and premium ice cream tubs.
• Coca-ColaminorOthersBeverage supplier providing Coca-Cola products and other soft drinks for the menu.

Scale indicators4 records

Recent moves10 records

Expansion highlights6 records

Others

• Foodora: Food delivery platform active across Norwegian cities. Functions as an enabling distribution layer rather than a direct competitor, but its commission economics and customer-relationship ownership can affect Pizzabakeren's own delivery margin and ordering channel mix.
• Wolt: Major Nordic food delivery platform operating widely in Norway. Not a direct competitor (it does not operate its own pizzerias), but is an ecosystem enabler/distribution channel that Pizzabakeren could leverage or that could disintermediate direct-to-consumer relationships.

Direct peers

• Domino's Pizza: Global pizza QSR leader operating in Norway via franchise. Closely comparable business model focused on delivery and takeaway ordering, digital-first ordering, and a nationwide franchise footprint — directly competing with Pizzabakeren for the same Norwegian pizza consumer.
• Papa John's: US-headquartered global pizza QSR with master-franchise presence in Norway. Highly comparable delivery- and takeaway-led model with strong digital ordering and loyalty mechanics, directly competing for Norwegian pizza takeaway occasions.
• Peppes Pizza: Iconic Norwegian pizza chain with dine-in restaurants plus takeaway and delivery across Norway. Comparable product portfolio (pizzas with Norwegian ingredients) and a similar horizontal-segment approach targeting both consumers and businesses in Norway.
• Dolly Dimple's: Established Norwegian pizza restaurant chain offering dine-in, takeaway and delivery. Comparable product and customer base, with similar nationwide Norwegian footprint — a direct domestic competitor in the pizza category.
• Pizza Hut: Global pizza QSR operating in Norway with dine-in, takeaway and delivery. Comparable core product (pizza) and overlapping target customer, though Pizza Hut's positioning skews more dine-in family dining versus Pizzabakeren's takeaway-led model.

Broad incumbents

• Burger King Norway: Major global QSR brand with Norwegian franchise operations. A broader-incumbent peer competing for the same takeaway/delivery occasions and QSR consumers, though its core product (burgers) does not directly overlap with pizza.
• McDonald's Norway: Largest QSR operator in Norway with broad menu and nationwide footprint. Not a direct pizza competitor, but competes for the same limited-service eating occasions, share-of-stomach, and real estate/visibility in Norwegian high-traffic locations.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/pizzabakeren
• YouTubeyoutube.com/channel/pizzabakeren
• Facebookfacebook.com/pizzabakeren
• LinkedInlinkedin.com/company/pizzabakeren
• Instagraminstagram.com/pizzabakeren

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 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 Pizzabakeren