Northern Lights Pizza Company

What Northern Lights Pizza Company does

Northern Lights Pizza Company (NLP, LLC) is a privately held, founder-led regional pizza chain founded in 1994 by Kerry and Sandy Petersen in Clive, Iowa, operating two complementary formats: traditional delivery and carryout shops concentrated in the Des Moines metro area with one location in Kansas City, and DASH express locations embedded in convenience stores, schools, hospitals, cafeterias, and truck stops across Iowa and Missouri. The menu centers on a signature hand-tossed TastyCrust pizza dough made from a homemade bread recipe using 100% spring wheat flour, offered in six flavored varieties (Plain, Garlic Butter, Parmesan, Asiago, Sesame Seed, Cajun) plus thin, deep-dish, gluten-free, cauliflower, and a ZaBowl crustless option, alongside proprietary branded products such as SkaDoozy Snacks (20" calzone), Slammich flatbread sandwiches, cavatelli pasta with Italy-imported noodles, and Amazing Garlic Butter Breadsticks. The technology stack is intentionally lean: third-party HungerRush online ordering platform, native iOS and Android apps, and a cloud-based Pizza Perks loyalty program (1 point per dollar, $10 reward at 100 points) — with no proprietary AI, no public API, and no proprietary digital infrastructure beyond the loyalty database.

Revenue is generated through three streams: direct-to-consumer sales at traditional and DASH locations (delivery, carryout, contactless delivery, curbside pickup), franchise fees and royalties from both traditional and DASH franchisees (the Norwalk, Iowa shop is operated by franchisees Jeremy Smith and Marty Maynes), and full-service or drop-off catering for corporate events, weddings, and graduation parties scaling from 25 to 100+ guests. Pricing is unit-based with promotional deals (e.g., 2 medium pizzas for $11.99 each, DASH Scramble at $4.99), with a freemium loyalty overlay. The company serves three segments: individual consumers and families in the Des Moines metro and Kansas City (primary), franchisees seeking traditional or DASH formats (secondary), and corporate or event catering buyers (secondary). As of February 2022, the company operated 16 traditional and DASH sites across Iowa, Missouri, Wisconsin, and Nebraska, with ongoing franchise recruitment, active hiring across store-level roles, and continued founder involvement in daily operations.

Name

Northern Lights Pizza Company

Legal name

NLP, LLC

Website

https://northernlightspizza.com

Company type

Private

Founded year

1994

Operating status

Operating

Short description

Northern Lights Pizza Company is a privately held Iowa-based regional pizza chain founded in 1994, operating 16 traditional delivery and carryout shops and DASH express locations across Iowa, Missouri, Wisconsin, and Nebraska, serving individual consumers, franchisees, and catering customers with signature branded products and a third-party HungerRush ordering platform.

Ownership category

akta.pro rank

Product category

Pizza Restaurants

NAICS

Limited-Service Restaurants (722513), Restaurants and Other Eating Places (72251), Special Food Services (7223)

SIC

Retail-Eating Places (5812)

akta.pro primary industry

Pizza QSR (THAFAAAB)

akta.pro secondary industries

Pizza Fast Casual (THAFABAB), Foodservice-Led Convenience Stores (QSR/Hot Food Focus) (CRAHABAH)

Keywords

• Pizza delivery service
• Pizza restaurant chain
• Restaurant franchising
• Express pizza locations
• Pizza catering services

Headquarters

HQ city

Des Moines

HQ country

United States

HQ region

North America

Offices17 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Pizza Delivery and Carryout Sales: Core revenue from pizza delivery and carryout orders at traditional shop locations. Customers order via online platform, mobile app, or phone. Menu includes pizzas, pasta (Cavatelli), breadsticks, wings, appetizers, and desserts.
2. DASH Express Location Sales: Revenue from express DASH locations in convenience stores, schools, hospitals, cafeterias, and truck stops offering personal and large pizzas plus menu items for on-the-go customers. Includes breakfast pizza offerings.
3. Franchise Fees and Royalties: Company generates revenue through franchising by selling franchise opportunities for both traditional NorthernLights Pizza shops and NorthernLights Pizza DASH express locations. Franchisees receive training, marketing services, and brand support.
4. Catering Services: Catering services for corporate events, weddings, graduations, and private parties. Menu options include pizza alone or combination packages with breadsticks, salad, sandwich platters, pasta buffet, taco bar, and BBQ. Custom menus available for 50+ person drop-off or 100+ served events.
5. Mobile App and Online Ordering: Third-party HungerRush platform provides online ordering system. Mobile apps available for iOS and Android devices.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels9 records

Core offering

Northern Lights Pizza Company operates a regional pizza restaurant chain selling hand-tossed signature TastyCrust pizzas, calzones (SkaDoozy Snacks), flatbread sandwiches (Slammich), cavatelli pasta, garlic butter breadsticks, wings, and desserts through traditional delivery/carryout shops, DASH express locations inside convenience stores and other venues, catering services, and online/mobile ordering channels. The company also franchises its two store formats and operates the NLP Pizza Perks cloud-based loyalty rewards program.

Product overview

NorthernLights Pizza Company is a regional pizza restaurant chain founded in 1994 in Clive, Iowa, operating under two main service formats: (1) Traditional NorthernLights Pizza Shops offering full delivery and carryout service across approximately 10 traditional locations in the Des Moines metro area and Kansas City, featuring the signature hand-tossed TastyCrust pizza in six flavored varieties (Plain/Hand-tossed, Asiago, Sesame Seed, Cajun, Garlic Butter, Parmesan), plus Thin & Crispy, Zesty DeepDish, Gluten-Free, Cauliflower, and crustless 'ZaBowl crust options; and (2) NorthernLights Pizza DASH Express locations operating in convenience stores, schools, hospitals, and truck stops, offering a streamlined menu including build-your-own pizzas, specialty pizzas, SkaDoozy Solo calzones, Slammich flatbread sandwiches, cavatelli pasta, and breakfast items. The company portfolio also includes the NLP Pizza Perks cloud-based loyalty rewards program (100 points = $10 reward), proprietary Fair's Best branded products (Better Bayou Sauce, Grinder sausage) with 100% of royalties donated to Hope Ministries, a full catering service with buffet and custom menu options, and online/mobile ordering via the HungerRush platform (iOS and Android apps). Signature menu items beyond pizza include the World-famous SkaDoozy Snacks (20" calzone), Slammich flatbread sandwiches, homemade cavatelli pasta with Italy-imported noodles, Amazing Garlic Butter Breadsticks, and the 'ZaBowl crustless pizza bowl.

Differentiator

Problem solved

Functional benefit

Brands

• NorthernLights Pizza DASH®: Express location format offering personal or large pizzas and menu items for on-the-go customers in convenience stores, schools, hospitals, cafeterias, truck stops, and other quick-serve locations.
• TastyCrust®
• SkaDoozy Snacks™
• Slammich™
• NLP Pizza Perks

Products and services

• NorthernLights Pizza Traditional Shops (Delivery/Carryout) Full-service pizza delivery and carryout locations offering the complete NorthernLights Pizza menu including hand-tossed TastyCrust pizzas, specialty pizzas, SkaDoozy Snacks, Slammich flatbread sandwiches, cavatelli pasta, breadsticks, wings, appetizers, and desserts. Locations span the Des Moines metro area and Kansas City.
• NorthernLights Pizza DASH Express Locations Express-format pizza shops located in convenience stores, schools, hospitals, cafeterias, truck stops, and other quick-serve venues. Offers a similar menu to traditional shops including build-your-own pizzas, specialty pizzas, SkaDoozy Solo calzones, Slammich flatbreads, cavatelli pasta, breadsticks, wings, and breakfast items including breakfast pizza and the DASH Scramble.
• TastyCrust (Signature Hand-Tossed Crust) The company's signature hand-tossed pizza crust, made from a homemade bread recipe with a natural dough conditioner. Available in six unique flavored varieties: Plain (Hand-tossed), Asiago, Sesame Seed, Cajun, Garlic Butter, and Parmesan. Served free on any hand-tossed pizza. Also available as Thin & Crispy, Zesty DeepDish, Gluten-Free, Cauliflower crust, and crustless ZaBowl.
• NLP Pizza Perks (Loyalty/Rewards Program) Cloud-based customer rewards program where enrolled customers earn 1 point per $1 spent, receive 25 bonus points upon enrollment, and redeem 100 points for a $10 reward. Reward vouchers expire after 60 days. Rewards can be accessed and applied at any participating store. Not currently available at the Altoona location.
• SkaDoozy Snacks / SkaDoozy Solo
• Slammich Flatbread Sandwich
• Cavatelli Pasta Entrees
• Amazingly Famous Garlic Butter Breadsticks
• ZaBowl (Crustless Pizza Bowl) Crustless pizza bowl introduced in February 2023, loaded with 4 of the customer's favorite toppings. Marketed as a healthier pizza option for those seeking a lower-carb alternative while retaining pizza flavors.
• Catering Services
• Fair's Best Products
• Franchise Opportunities
• Online and Mobile Ordering

Quantifiable outcome

• $1.85-$2.36 provides a meal and care through Hope Ministries Feed Your Neighbor campaign
• +2 more outcomes

Named customers4 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Feature6 records

Partnerships

Eight partnerships are on record, tiered core and minor.

• Hope MinistriescoreStrategic or Co-development PartnerNorthern Lights Pizza founders have dedicated support to Hope Ministries' 'Feed Your Neighbor' Meal Campaign. Campaign provides meals to Central Iowa neighbors in need. $1.85-$2.36 provides a meal and care. Customers can scan QR codes on pizza boxes, donate via hopeiowa.org/northernlights, or purchase Fair's Best Products (100% of royalties go to homeless women and children).
• Hy-VeeminorGTM or Marketing PartnerLocal partner in Feed Your Neighbor campaign. 'Feed Your Neighbor' plates available at participating metro Hy-Vee stores to support Hope Ministries campaign.
• Golden Rule Plumbing, Heating and CoolingminorGTM or Marketing PartnerLocal business partner in Feed Your Neighbor campaign. Contributes to community meal program for Hope Ministries.
• iHeart RadiominorGTM or Marketing PartnerMedia partner supporting Feed Your Neighbor campaign promotion through radio broadcasting.
• WHOtv - Hello IowaminorGTM or Marketing PartnerTelevision media partner (Nexstar Media Group) promoting Feed Your Neighbor campaign through #IowaLive segment and news coverage.
• DMRG (Des Moines Radio Group)minorGTM or Marketing PartnerRadio media partner contributing to Feed Your Neighbor campaign promotion.
• Ronald McDonald House of Des MoinescoreStrategic or Co-development PartnerNorthern Lights Pizza provides weekly meals to families staying at the Ronald McDonald House of Des Moines. Company invites community to support this initiative through donations at rmhdesmoines.org.
• HungerRushcoreTechnology or IntegrationThird-party online ordering platform provider. Northern Lights Pizza uses HungerRush platform for website ordering integration. Company apps for iOS and Android also integrate with HungerRush ordering system.

Scale indicators6 records

Recent moves10 records

Expansion highlights5 records

Broad incumbents

• Domino's Pizza: Largest U.S. pizza delivery chain and another competitor explicitly cited by NLP. Heavy overlap in delivery-and-carryout model, mobile ordering, and loyalty program design.
• Papa Johns: National delivery-focused pizza chain priced slightly above value peers and named alongside NLP's main competitors. Comparable delivery model and crust-quality positioning.
• Pizza Hut: National pizza delivery and dine-in QSR chain directly named by NLP as a head-to-head competitor. Overlap is in traditional delivery/carryout pizza across overlapping delivery zones and product formats.

Emerging players

• Godfather's Pizza: Omaha-based pizza chain with strong Midwest franchise presence and a similar dough/recipe-focused product story. Comparable regional footprint, franchise model, and growth-from-Midwest-base.
• Blaze Pizza: Fast-casual build-your-own pizza chain appealing to higher-quality and dietary-conscious consumers (gluten-free, cauliflower crust). Comparable custom-crust menu structure and lighter/healthier halo themes.

Direct peers

• Pizza Ranch: Midwest-based pizza and chicken buffet chain with a strong presence in small and mid-sized Iowa, Nebraska, and South Dakota communities. Similar regional footprint and franchise-supported growth model.
• Casey's General Stores: Casey's is a major Midwest-based convenience store chain that operates an in-store pizza program and is explicitly named as a competitor in NLP's own marketing. Overlap is strong on convenience-store pizza, breakfast pizza, and Midwest geographic territory, with Casey's bringing significantly larger scale.
• Hunt Brothers Pizza: Nation's largest pizza-only convenience store brand, operating pizza programs inside thousands of c-stores. Closest direct analog to NLP's DASH express format and embedded convenience store distribution model.
• Marco's Pizza: Fast-growing U.S. pizza franchise known for fresh dough and quality positioning. Comparable franchise-led regional expansion strategy and quality-ingredient differentiation.

Regional players

• Happy Joe's Pizza & Ice Cream: Family pizza and ice cream restaurant chain founded in Iowa and operating across the Midwest via franchising. Comparable Midwestern DNA, family-occasion positioning, and franchise-supported expansion.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/rmhdesmoines
• Instagraminstagram.com/_u/rmhdesmoines
• Xx.com/lights_piz79291
• LinkedInlinkedin.com/company/northern-lights-pizza

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 Northern Lights Pizza Company