RED WAGON PIZZA COMPANY

What RED WAGON PIZZA COMPANY does

Red Wagon Pizza Company is a family-owned, single-location wood-fired pizza restaurant operating at 5416 Penn Ave S in South Minneapolis. Founded by Peter and Jacquie Campbell, the business traces its pizza-making tradition to Peter's family in Wyckoff, NJ circa 1962, where he learned to make pizza alongside his Pop Pop and mother. The restaurant operates on a scratch kitchen philosophy, with a signature wood-fired oven used to produce a menu centered on pizzas with crisp-chew crusts and characteristic char, complemented by fresh pasta, salads, and a craft beer program. The brand has earned two appearances on Food Network's Diners, Drive-ins and Dives and awards for Best Pizza, Best Beer Bar, and Best Kid-Friendly Restaurant from City Pages and Mpls-St. Paul Magazine.

The company operates a diversified multi-channel business model that extends well beyond traditional dine-in service. Core revenue streams include dine-in and takeout sales (via the Toast Tab digital ordering platform), third-party and direct delivery, mobile wood-fired pizza catering for corporate and private events, and The Brookside private dining room (capacity up to 50) with event minimums ranging from $500 to $2,000. Adjacent revenue lines include national shipping through the Goldbelly marketplace, the VIPizza Club monthly subscription kit program (partnered with Our Table 22), Pizza with Pete hands-on cooking classes, family-style pickup and delivery for large groups, and a retail e-commerce shop selling branded apparel, pizza kits, seasonings, sauces, and kitchen tools. Gift cards are sold via SwipeIt and reservations are managed through OpenTable.

The business serves a horizontally segmented customer base, with individual consumers and families as the primary segment, supplemented by corporate clients, event hosts, and private group bookings. Marketing relies primarily on Instagram-driven organic social engagement with hashtag campaigns (#redwagonpizza, #servinghappiness) and visibility from Food Network appearances. Strategic partnerships span technology integrations (Toast Tab, OpenTable, SwipeIt), distribution partnerships (Goldbelly), and co-development collaborations (The Herbivorous Butcher for vegan pizza options, Meteor for private event cocktails, Our Table 22 for membership kits). The company is privately held, family-operated, and shows no evidence of external funding or parent company involvement.

Name

RED WAGON PIZZA COMPANY

Legal name

Red Wagon Pizza Co.

Website

https://redwagon-mpls.com

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

Red Wagon Pizza Company is a family-owned, single-location wood-fired pizza restaurant in South Minneapolis, serving individual diners, families, corporate clients, and event hosts through dine-in, takeout, delivery, mobile catering, a private event venue, and a national shipping program.

Ownership category

akta.pro rank

Product category

Pizza Restaurant / Casual Dining

NAICS

Restaurants and Other Eating Places (72251), Mobile Food Services (722330), Caterers (722320)

SIC

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

akta.pro primary industry

Pizza Fast Casual (THAFABAB)

akta.pro secondary industries

Food Trucks (Motorized) (THAFAHAA), Mobile / On-Site Catering (Food Trucks for Events, Pop-Ups) (THAFAIAJ), Frozen Pizza & Flatbreads (CRADADAB)

Keywords

• Wood-fired pizza
• Scratch kitchen restaurant
• Pizza catering services
• Private event dining
• Fresh pasta restaurant

Headquarters

HQ city

Minneapolis

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Dine-in and Takeout Sales: Core restaurant revenue from food and beverage sales including pizzas, pasta, salads, and craft beers consumed on premises or taken to-go
2. Delivery Services: Third-party and direct delivery orders to customer addresses
3. Catering and Events: Mobile pizza oven catering for weddings, graduation parties, block parties, company picnics; private dining room The Brookside bookings for holiday parties, rehearsal dinners, birthdays
4. Merchandise and Shop: Sale of branded merchandise including apparel, frozen foods, seasonings, sauces, gift sets, and kitchen tools
5. Pizza Classes: Pizza with Pete hands-on pizza making classes taught by Chef Peter Campbell
6. VIPizza Club Membership: Monthly subscription kit delivery program with 10% dining discount, bonus recipes, freebies, and exclusive event access
7. National Shipping: Shipping of pizzas nationally via Goldbelly platform

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels5 records

Core offering

Red Wagon Pizza Company is a scratch kitchen pizzeria in South Minneapolis serving wood-fired pizzas, fresh pasta, and craft beer at a single dine-in location. Beyond the restaurant, it operates mobile wood-fired pizza catering, a private event space called The Brookside, hands-on cooking classes, a monthly membership kit program (VIPizza Club) in partnership with Our Table 22, national pizza shipping through Goldbelly, and a retail shop selling pizza kits, seasonings, sauces, and branded apparel.

Product overview

Red Wagon Pizza Company is a scratch kitchen pizzeria serving wood-fired pizzas and fresh pasta in South Minneapolis. The core offerings center on their wood-fired pizza menu featuring signature items like the Red Wagon Pizza, Carl the Cuban, and various specialty pizzas including vegan options. Beyond dine-in service, the company operates multiple revenue streams: mobile pizza catering for events, The Brookside private event space, Pizza with Pete cooking classes, the VIPizza Club monthly membership with kit delivery, and family-style takeout/delivery. A retail shop sells pizza kits, specialty ingredients, and branded merchandise. The company was featured on Food Network's Diners, Drive-ins, and Dives.

Differentiator

Problem solved

Functional benefit

Products and services

• Wood-Fired Pizza Signature wood-fired pizzas including Red Wagon Pizza, P.S.O., Double Pep, Margherita V, Carl the Cuban, Olive Oyl V, McLovin' It, and vegan options, cooked in a wood-fired oven for a crisp-chew crust with char, served to dine-in, takeout, and delivery customers in South Minneapolis.
• Fresh Pasta Handmade fresh pasta dishes including Tortellini Alla Panna served alongside pizzas as part of the scratch kitchen menu at the South Minneapolis restaurant.
• Mobile Pizza Catering Mobile wood-fired pizza oven catering for events including weddings, graduation parties, block parties, and company picnics. Requires a 40 x 20 foot paved surface at the event location.
• The Brookside Private Event Space Private dining room for personal and professional gatherings including holiday parties, rehearsal dinners, birthday celebrations, business lunches, and baby showers. Capacity up to 40 seated or 50 standing. Weeknight minimums starting at $750, Friday & Saturday minimums start at $2,000, and lunch minimums beginning at $500 (before tax and 20% service fee).
• Pizza with Pete Cooking Classes Interactive hands-on pizza-making classes taught by Chef Peter Campbell. Class vouchers are sold at $120 per voucher. Currently on temporary hiatus.
• VIPizza Club Membership Monthly pizza kit delivery membership in partnership with Our Table 22. Members receive 10% off their dine-in check once a month, bonus recipes from the culinary team, fun freebies, and access to exclusive events.
• Family Style Takeout and Delivery Family style menu options for large group celebrations available for takeout or delivery. Requires 48 hours advance notice.
• Pizza Kits, Seasonings, and Sauces Retail products including pizza kits (e.g., Red Wagon and 2 Cheese kit at $50), flour blends, garlic salt ($6), red pepper ($6), seasoning duo ($12), red sauce ($12), fig balsamic ($8), and tortellini for at-home preparation.
• Gift Cards Digital e-gift cards (emailed directly to recipient) and physical gift cards available for purchase via SwipeIt at varying denominations.
• Apparel and Branded Merchandise Branded merchandise including t-shirts ($35), glasses ($5), gift sets ($30), Spoodle ($12), and specialty items such as the 10 Year RoboWagon commemorative shirt.
• National Pizza Shipping Shipping of Red Wagon pizzas nationwide to customers outside the Minneapolis area via the Goldbelly e-commerce platform.

Quantifiable outcome

• Named Best Pizza by City Pages
• +2 more outcomes

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Six partnerships are on record, tiered core and minor.

• Toast TabcoreTechnology or IntegrationOnline ordering and payment platform partner enabling takeout and delivery orders. Customers order through Toast Tab at redwagon.toasttab.com.
• GoldbellycoreChannel Partner/ Reseller/ DistributorNational e-commerce platform enabling shipping of Red Wagon pizzas nationwide to customers outside Minneapolis.
• OpenTableminorChannel Partner/ Reseller/ DistributorRestaurant reservation platform for booking dine-in table reservations at Red Wagon Pizza.
• The Herbivorous ButcherminorStrategic or Co-development PartnerLocal Minneapolis vegan butcher collaboration for the VEGAN RED WAGON VE pizza option, featuring plant-based 'cheese,' 'sopressata,' 'sausage,' and 'fig balsamic' toppings.
• MeteorminorStrategic or Co-development PartnerCocktail development partnership for The Brookside private event space, providing custom beverage programs for private events.
• ourtable22minorStrategic or Co-development PartnerPartnership for VIPizza Club monthly membership kit delivery program, sending monthly pizza kits to members' homes.

Scale indicators1 record

Recent moves6 records

Expansion highlights6 records

Direct peers

• Black Sheep Coal Fired Pizza: Minneapolis-area coal-fired pizza concept founded by native chef. Closely comparable to Red Wagon on Minneapolis craft-pizza identity, high-heat oven cooking, dine-in plus takeout and delivery mix.
• Tony's Pizza Napoletana: Tony Gemignani's San Francisco wood/coal-fired pizzeria featuring multiple pizza styles and a strong personal-brand founder. Comparable to Red Wagon on signature pies, varied styles, chef-owner positioning, and private events.
• Roberta's: Iconic Brooklyn wood-fired pizzeria (and now New York restaurants in other locations) with strong brand, national cult following, and pizza-focused menu. Highly comparable to Red Wagon as a single-origin craft pizzeria turned cultural brand.
• Punch Pizza: Minneapolis-based Neapolitan-style pizzeria serving wood-fired pizzas with sit-down service. Closest direct peer to Red Wagon given shared wood-fired craft, Minneapolis market, fast-casual positioning, and similar mid-premium price points.
• Pizzeria Bianco: Chris Bianco's renowned Phoenix wood-fired pizzeria, considered a benchmark for American craft pizza. Comparable to Red Wagon on signature pies, chef-driven ethos, James Beard recognition, and cult-brand status built on quality.
• Pizza Lucé: Minneapolis-based independent pizzeria with multiple locations known for creative pies and beer. Comparable to Red Wagon as another Minneapolis-born craft pizza brand with strong local identity and dine-in plus takeout formats.

Broad incumbents

• MOD Pizza: National fast-casual pizza chain with customizable pizzas and a craft positioning. Comparable to Red Wagon as a fast-casual pizza format competitor with sit-down service, multiple revenue channels, and broader reach.
• Blaze Pizza: National fast-casual pizza chain known for fast assembly-line customization and rapid oven-baked pies. Comparable to Red Wagon through fast-casual positioning and shared pizza-category demand, though Blaze is assembly-line and Red Wagon is wood-fired chef-driven.

Others

• Goldbelly: National e-commerce marketplace that ships iconic regional foods directly to consumers. Listed here because it is Red Wagon's core channel partner for national shipping rather than a direct competitor — useful as a comparable for the off-premise monetization model.

Regional players

• Cossetta's: Long-running St. Paul Italian market, eatery, and event space. Comparable to Red Wagon as a Minneapolis-St. Paul Italian food operator with strong local brand, family heritage, and event hosting — though broader Italian menu rather than pizza focus.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat2 records

Key risks5 records

Key highlights5 records

Customer concentration

• Instagraminstagram.com/redwagonpizza
• LinkedInlinkedin.com/company/red-wagon-pizza-company

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 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 RED WAGON PIZZA COMPANY