In the world of South African fast food, one name stands out: Roman’s Pizza. With over 250 stores and counting, it’s hard to believe that this pizza powerhouse began as a small, struggling restaurant in Pretoria.
The mastermind behind Roman’s remarkable growth? John Nicolakakis, who transformed his father’s legacy into a household name.
John’s journey began in the family business. His father, Arthur Nicolakakis, purchased Little Caesar’s in 1993, with a vision to turn it around. John grew up surrounded by the sights, smells, and tastes of the restaurant. “From age 12 or 13, I was serving customers,” John recalls. “Food is in my blood.”
In 2001, John joined the business at just 23 years old. Despite initial plans to become a stock trader, he couldn’t resist the opportunity to grow the family business. “My dad gave me free rein,” John says. “I was very green, but eager to learn.”
John’s first franchisee seemed promising, but soon revealed he lacked capital. John’s father cautioned him, but John was determined to make it work. They loaned the franchisee the necessary funds, teaching John a valuable lesson: trust your instincts.
In 2002, Little Caesar’s became Roman’s Pizza. John invested in marketing, including a successful radio campaign that boosted sales. “Marketing is critical,” John emphasizes. “We need to be front of mind.”
John made bold moves to keep costs low. Scrapping free delivery, a norm in the industry, proved a game-changer. “We strip out unnecessary expenses,” John explains. “Our focus is on quality products at affordable prices.”
John’s willingness to take risks led him to the townships. “I didn’t know better,” he chuckles. “It paid off.” Roman’s became the first branded pizzeria in the township, paving the way for future growth.
With over 250 stores, Roman’s Pizza is South Africa’s second-largest pizzeria chain. Some stores sell over 2,000 pizzas per night. John’s secret to success? “You’ve got to fight for what you want. No one will give it to you.”
John Nicolakakis’ story inspires entrepreneurs to trust their instincts, innovate, and push boundaries. Roman’s Pizza’s remarkable growth is a testament to John’s vision, determination, and commitment to quality.
