Kotipizza Group’s growth is driven by robust franchisee support via training, logistics, and marketing solutions
Kotipizza Group Oy is the parent company of Finland’s largest pizza chain, Kotipizza, with over 300 locations across the country. Joining Food Chain to share a more detailed overview of the business is Heidi Stirkkinen, CEO: “Founded in 1987, Kotipizza is now one of the best-known brands in Finland, known for its commitment to quality, sustainability, and innovation,” she begins. “Today, we operate as part of The European Pizza Company, part of Orkla, and continue to lead the way in the Finnish fast-casual restaurant market.
“The group consists of three companies: Kotipizza Oy, Helsinki Foodstock Oy, a food logistics company, and a premium burger concept called The Social Burgerjoint Oy (Burgerjoint). Together, these companies allow us to manage the entire value chain from sourcing and logistics to brand development and customer experience.”
As Heidi notes, there is close collaboration between the three companies and they complement each other’s operations: “Helsinki Foodstock ensures a consistent, sustainable, and high-quality supply of ingredients and logistics for our franchisees in Kotipizza and Burgerjoint. The Social Burgerjoint adds a fresh, urban burger concept to our portfolio, tapping into the growing popularity of gourmet burgers in Finland.
“While the restaurant brands Kotipizza and Burgerjoint differ in size and maturity, we’ve been able to apply the best practices from Kotipizza to Burgerjoint. At the same time, Burgerjoint brings new sparks of innovation across the group. Shared data across the brands has driven growth and continuous improvement for both brands.”
Regional taste toppings
Focusing on Kotipizza, Heidi outlines the company’s approach to menu choices and how it develops exciting new dishes: “The core menu is consistent across all Kotipizza restaurants, ensuring that the experience is the same for our loyal customers. However, we have some locations that offer a slightly more compact menu selection – such as locations on the highways (gas stations).
“In addition, we have some seasonal, locally inspired pizzas that reflect regional tastes. In Southern Finland we had a sushi pizza, and in the Northern parts we have pizza topped with pastrami. We also regularly introduce nationwide seasonal and limited-time offerings to keep the menu exciting. For example, our summer favorite was Kanagyros (pizza with a taste of traditional Greek gyros, topped with delicious tzatziki!) while in the winter we offered Poronkäristys – a nod to traditional Finnish flavors with reindeer and lingonberry jam.
“Our product development is a collaborative effort involving our chefs, franchisees, and customer feedback. We test new ideas and use consumer insights, research and sales data to evaluate performance before bringing new pizzas to the menu. Sustainability and food trends are key drivers in our product development process. A great example is our Frutti Di Lago pizza, which is a remake of traditional Frutti di Mare pizza. Kotipizza’s version has a twist as it replaces tuna with fish from the Finnish lakes. It’s a classic concept with a local and sustainable twist that customers seem to love.”
Pivoting to consumer preferences
With the business recently undergoing a brand update, Heidi highlights the benefits and impetus behind the move: “In early June 2025, we officially launched a brand refresh aimed at strengthening our position in the competitive restaurant market. The refresh included updates to our visual identity, restaurant interior design, digital platforms, and menu items. The refresh is based on extensive data gathered from our sales, franchisees, customers and market research across Finland.
“The refresh was driven by the need to respond to shifts that have moved the whole restaurant industry over the past decade. It’s been over ten years since Kotipizza’s last major brand refresh, and the world has changed in many ways since then. One of the most impactful shifts has been the rise of digitalization. Customers interact with us primarily through our digital channel kotipizza.fi, and order pizza online. At the same time, the growth of food delivery has changed how and when people enjoy their meals. More and more customers prefer to eat at home, rather than in restaurants, and dining times have become increasingly fragmented. Pizza cravings, for instance, often strike after 9pm, which marks a clear departure from traditional mealtimes. In addition, food habits have made consumers more conscious of what they eat, with growing demand for variety, sustainability, and personalization. The brand refresh is our way of responding to these changes and ensuring we remain relevant, and continue to thrive in a rapidly evolving market, and at the same time support our franchisees.
“We’ve made investments in digitalization for several years now, but lately as part of our refresh, we have updated our digital in-store systems, such as point of sale (POS) and kitchen displays, and order tracking. These tools have improved order accuracy, kitchen efficiency, and real-time communication with customers.
“We’re also continuing with our sustainability agenda, including reducing food waste and increasing the use of plant-based options, as well as exploring new options for our restaurants such as self-check-out options to meet ever changing consumer habits.”
Supporting franchisees
Before looking to the future, Heidi discusses the factors that have contributed to the company’s continued accomplishments: “Our success is driven by a unique taste that consumers recognize and love. Our signature pizza dough, tomato sauce, and cheese blend have been developed and refined over more than 20 years, crafted exclusively for Kotipizza. These key ingredients create a flavor experience that truly sets us apart from other pizza brands. Our business is built on a strong franchise model, recognizable and well-known brand identity, and a commitment to sustainability and innovation. We also place great emphasis on supporting our franchisees with training, operational tools, and for example, marketing solutions.
“Our focus for the remainder of the year is completing the brand refresh, continuing our digital transformation, and supporting our franchisees. We’re also preparing for new product launches and campaigns which put a strong focus on staying relevant in the delivery market.”
Heidi then concludes by outlining the company’s ambitions for the coming years: “In five years, we aim to remain one of Finland’s most beloved pizza brands while also being a leading example of sustainable and digital-first franchising. We plan to stay innovative, deepen customer engagement through technology, and continue setting the standard for sustainable business practices. Our vision is clear: to be the most successful, straightforward and beloved taste experience.”