Sbarro Franchise: The Story of an Iconic Pizza Franchise and Its Global Journey

Few brands in the world of quick-service dining have the same nostalgic pull as Sbarro. For millions of travelers, shoppers, and pizza lovers, the name instantly evokes memories of a bustling mall food court or airport terminal filled with the aroma of freshly baked New York-style pizza. Over the past six decades, Sbarro has become one of the most recognizable names in the global pizza industry — a brand that built its empire by bringing the flavors of the traditional Italian pizzeria to high-traffic, on-the-go locations.

 

This is the story of Sbarro’s rise from a family-owned Italian deli in Brooklyn to a worldwide franchise brand, the challenges it faced along the way, and the factors that continue to drive its growth in the modern fast-casual dining landscape.

 

Humble Beginnings: The Sbarro Family Story

The roots of Sbarro trace back to 1956, when Gennaro and Carmela Sbarro, Italian immigrants from Naples, Italy, opened a small salumeria (Italian grocery store and deli) in Brooklyn, New York. Like many immigrant success stories, the Sbarros came to America with little money but a deep passion for food and family. Their shop on 65th Street and 18th Avenue quickly became a community favorite, offering a taste of authentic Italian cuisine to the growing population of post-war Brooklyn residents.

 

The deli specialized in Italian cured meats, cheeses, homemade pasta, and baked dishes — items that were hard to find in the U.S. at the time. The Sbarros’ commitment to quality ingredients and generous portions earned them a loyal customer base.

 

As business flourished, the family realized there was growing demand for ready-to-eat meals. In response, they began offering pizza by the slice and other hot dishes — a decision that would ultimately change the trajectory of their business forever.

 

From Deli to Pizzeria: The Birth of the Sbarro Restaurant

The Sbarro family opened their first official restaurant-style concept in 1967 at the Kings Plaza Shopping Center in Brooklyn. This was a pivotal moment — the transition from deli to quick-service restaurant marked the beginning of the Sbarro pizza franchise brand.

 

Their new concept was simple but powerful: serve authentic New York-style pizza and Italian-American dishes like pasta, stromboli, and lasagna in a fast, casual setting. The food was fresh, hearty, and affordable, and the brand found its niche catering to busy mall-goers and shoppers looking for a satisfying meal on the go.

 

At a time when shopping malls were booming across America, Sbarro’s placement strategy was visionary. The family recognized that malls were not just shopping destinations — they were social hubs where people gathered to eat, relax, and spend time. By positioning Sbarro in mall food courts, the brand found a captive audience and quickly became synonymous with quick, delicious, and familiar Italian fare.

 

The Rise of a Mall-Food Empire

Through the 1970s and 1980s, Sbarro expanded rapidly. The combination of strong demand for pizza and the explosion of mall development across the U.S. created ideal conditions for growth. The brand developed a reputation for its oversized pizza slices, baked ziti, calzones, and stromboli — dishes that could be prepared quickly and served fresh throughout the day.

 

The operational model was designed for efficiency and scalability:

• Simple menu focused on pizza and Italian classics

• Standardized kitchen layouts

• Consistent recipes

• A strong emphasis on visual merchandising (displaying pizzas and baked goods in glass cases to entice passersby)

 

This formula made Sbarro a prime candidate for franchising. The company began offering franchise opportunities in the 1970s, enabling entrepreneurs to open their own Sbarro locations using the proven business model.

 

By the mid-1980s, Sbarro had expanded nationwide, with hundreds of locations across major shopping centers, airports, and college campuses. The brand’s growth mirrored the rise of mall culture — and by the late 1980s, Sbarro had become a defining feature of the American mall dining experience.

 

Global Expansion: Taking Sbarro Worldwide

Sbarro didn’t stop at American malls. In the late 1980s and 1990s, the company turned its attention to international expansion, becoming one of the first American pizza brands to establish a global footprint.

 

By 1990, Sbarro had opened locations in Canada, the United Kingdom, the Philippines, and Mexico, among others. The brand’s international appeal was rooted in its representation of classic Italian-American cuisine — comforting, recognizable, and adaptable to local tastes.

 

Sbarro continued to refine its franchise model, offering comprehensive training, support, and operational systems that allowed franchisees around the world to replicate its success. The result was a network of more than 1,000 locations worldwide by the early 2000s.

 

Some of the key factors driving global expansion included:

• Flexible formats: Sbarro locations could operate in airports, malls, travel plazas, and city centers.

• Scalable operations: Streamlined processes made it easier for franchisees to manage multiple units.

• Universal menu appeal: Pizza and pasta were familiar comfort foods across cultures.

 

Challenges and Reinvention

Like many legacy brands, Sbarro faced significant challenges as the dining landscape changed.

 

By the early 2010s, mall traffic in the U.S. began to decline as e-commerce grew and shopping habits shifted. The decline of the American mall hit Sbarro hard — nearly 80% of its U.S. locations were mall-based. The brand’s fortunes declined alongside mall foot traffic.

 

In 2014, Sbarro filed for Chapter 11 bankruptcy protection for the second time in three years, closing hundreds of underperforming stores in the process. Many analysts saw this as the end of an era — a symbol of the fading American mall and its once-thriving food courts.

 

However, Sbarro’s leadership took these challenges as an opportunity for reinvention. The company embarked on a multi-year turnaround strategy focused on rebranding, operational efficiency, and diversification of its restaurant formats.

 

A Fresh Slice: Sbarro’s Modern Evolution

Under new ownership and management, Sbarro reemerged with a renewed focus on its core strength — authentic New York-style pizza. The company introduced a simplified brand identity, streamlined menu, and updated store designs emphasizing fresh ingredients and faster service.

 

Key strategic changes included:

• Refocusing on core menu items: Pizza, stromboli, and pasta made from scratch daily.

• New restaurant formats: Introducing smaller, more flexible units such as “Sbarro Express” for convenience stores and travel centers.

• Franchise diversification: Expanding beyond malls into universities, airports, military bases, and gas station partnerships.

• Modern branding: A refreshed logo, brighter colors, and open-kitchen designs helped modernize the customer experience.

 

Sbarro also began integrating into multi-brand food service environments, allowing franchisees to operate within shared spaces alongside other QSR (quick-service restaurant) concepts — an increasingly popular format for modern food operators.

 

Franchising: The Engine Behind Sbarro’s Growth

Franchising has always been central to Sbarro’s business model. The brand’s operational simplicity, universal appeal, and support systems make it an attractive option for both new and experienced entrepreneurs.

 

Sbarro Franchise Highlights:

• Franchise Fee: Approximately $25,000

• Total Investment Range: $250,000–$550,000 depending on location and format

• Royalty Fee: 6% of gross sales

• Marketing Fee: 2% of gross sales

 

Franchisees receive extensive support in site selection, construction, training, marketing, and ongoing operations. Sbarro’s global team focuses on maintaining brand consistency while allowing flexibility for local adaptation.

 

In recent years, Sbarro has partnered with non-traditional franchise operators, including convenience store chains and transportation hubs. This move has been pivotal in expanding the brand beyond malls — a key part of its resurgence.

 

Sbarro’s Global Presence Today

As of 2025, Sbarro operates in over 600 locations across 40+ countries, with new openings each year in the Middle East, Asia, and Eastern Europe.

 

In the United States, the brand has successfully repositioned itself through partnerships with major convenience retailers such as Pilot Flying J, Casey’s, and 7-Eleven, bringing its iconic New York slices to travelers and commuters nationwide.

 

Internationally, Sbarro continues to thrive in markets such as:

• Russia and Eastern Europe, where pizza remains a growing quick-service segment

• The Middle East, with high-performing franchises in Saudi Arabia, Egypt, and the UAE

• The Philippines and India, where local adaptations of the menu have driven strong customer engagement

 

The Recipe for Endurance: Why Sbarro Endures

Sbarro’s long-term survival in a volatile industry can be attributed to a few defining characteristics:

 

Commitment to Authenticity

Despite decades of change, Sbarro has stayed true to its Italian-American heritage — making its dough, sauce, and toppings in-house daily. The brand’s emphasis on New York-style pizza remains its calling card.

 

Adaptability

From malls to airports to gas stations, Sbarro has consistently evolved to meet customers where they are. The brand’s flexible franchise formats have allowed it to thrive in both traditional and non-traditional venues.

 

Franchisor Support

Sbarro’s success has always hinged on strong franchise relationships. The company’s structured training programs, marketing support, and operational systems enable franchisees to replicate success across diverse markets.

 

Global Consistency

Whether in Dubai or Detroit, customers can expect the same signature Sbarro pizza slice — oversized, flavorful, and freshly baked. This consistency builds trust and recognition across borders.

 

The Future of Sbarro: A Reimagined Classic

Looking ahead, Sbarro aims to reclaim its position as the leading name in quick-service pizza. The company continues to invest in technology, menu innovation, and global expansion, focusing on digital ordering, delivery, and high-volume convenience-based locations.

 

Recent strategic goals include:

• Further global franchise expansion in Asia-Pacific and Europe

• Integration of mobile and delivery platforms (DoorDash, Uber Eats, etc.)

• Menu innovation, including premium toppings, plant-based options, and regional specialties

• Sustainability initiatives, such as eco-friendly packaging and energy-efficient equipment

 

With a renewed focus on customer experience and operational excellence, Sbarro is well-positioned to thrive in the evolving quick-service restaurant market.

 

Lessons from the Sbarro Franchise Story

The story of Sbarro is a case study in entrepreneurial vision, adaptation, and resilience. From a small family deli in Brooklyn to a global pizza empire, the brand’s journey mirrors the evolution of American dining culture itself.

 

Key takeaways:

1. Strong systems enable scalability. Sbarro’s operational model allowed it to grow rapidly while maintaining product consistency.

2. Location strategy is critical. Its early focus on high-traffic malls fueled growth, while its modern pivot to convenience and travel hubs ensures continued relevance.

3. Adaptation ensures survival. By embracing change and diversifying beyond malls, Sbarro demonstrated how legacy brands can reinvent themselves.

4. Franchising is a powerful growth engine. With franchise partners around the world, Sbarro continues to expand its reach and strengthen its brand.

 

Sbarro’s Enduring Slice of Success

For nearly 70 years, Sbarro has served more than just pizza — it has served as a symbol of family, tradition, and entrepreneurial spirit. From the Sbarro family’s original Brooklyn deli to a network spanning continents, the brand’s journey embodies the power of vision and adaptability in franchising.

 

While many restaurant brands have come and gone, Sbarro’s story reminds us that great food, solid systems, and a commitment to innovation never go out of style. As the brand continues its global expansion, it remains a beacon for franchisees and pizza lovers alike — proof that even a humble slice can rise to global fame.

 

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