PORTLAND, Ore. -- With the July 23 opening of a location in Redmond, Wash., Portland-based Pizza Schmizza launched its challenge to greater Seattle's pizzerias.

According to the Portland Business Journal, Pizza Schmizza franchisee Bryon Allen said he and partner Marty Russell plan to open 40 locations during the next five years in cities such as Olympia, Bellingham and Seattle.

In the early going, Allen and Russell are planning on sites in Seattle's suburbs along Interstate 405. A second unit is scheduled to open there in September. Sites in Seattle proper will follow.

Katy Carroll, a manager with Pagliacci Pizza, a Seattle chain operating six sit-down restaurants and 12 delivery units, said Pagliacci will continue doing what it does best, despite the new competition.

"If you do it right, there's always room in the market," she said.

There currently are 26 Pizza Schmizza locations serving New York-style pizza by the pie and by the slice. According to the Journal report, the company's 2002 revenue exceeded $8 million

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