Franchisee Plans Donatos Overhaul

Dayton Biz Journals:

Todd Rogers has begun a massive renovation and relocation project for most of his 15 local Donatos Pizza restaurants.

Rogers, president of the country’s largest Donatos franchise operation, Viking Group Inc., will spend between $75,000 and $350,000 per store to create an updated, modern look for the pizzerias. His restaurants are the first in the country to launch the re-branding effort that’s trying to showcase Columbus-based Donatos as premium, fast-casual restaurants. Once renovations are complete in the next three years, he expects total sales to increase between 10 percent and 25 percent.

Sales in 2005 were $14 million, and Rogers predicts same-store sales will climb between 5 percent and 7 percent in 2006.

“I think when you remodel a store, it pumps new energy into the store,” Rogers said.

Rogers also plans to open two more local stores in Springboro and Englewood.

Miamisburg-based retail design company Design Forum created the new look, which will be rolled out to most of the 180 stores located throughout Ohio, Indiana, Kentucky, Pennsylvania, Florida, New Jersey and Alabama.