News

Orion Food Systems becomes one of largest fast-food franchisers, licensers in United States

October 20, 2004

Nation's Restaurant News: Over the past 20 years, Orion Food Systems Inc. has become one of the largest franchisers and licensers of fast-food brands in the United States. And it's hoping to increase its franchised operations and licensing efforts in the United Kingdom, where it franchises Hot Stuff Pizza restaurants, among others.

Peter Robinson, an Orion franchisee in London, said he currently has 16 Hot Stuff pizza locations operating in the Greater London area.

"The majority of stores are in secondary [locations], as opposed to prime shopping mall and High Street locations on good main roads with good visibility," Robinson said.

Jeff Okerlund, vice chairman of Orion and one of the creators of Hot Stuff, said the decision to expand internationally was made last year at the encouragement of the new chief executive, Des Hague.

Hot Stuff itself can be offered as a pizza restaurant or in combination with other brands in a format called Hot Stuff restaurant.

"We are encouraging new franchisees to at least [offer] chicken along with pizza on the grounds that the combination will attract more customers than just pizza," Robinson said.

Hague, who after working as a vice president for 7-Up came to Orion in 2003, said he attributes the company's growth to a "solid game plan," which includes a focus on Hot Stuff Pizza, which Orion considers its core brand.

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