Our Correspondent | Africa Guardian
John Nicolakakis transformed Roman’s Pizza from a modest chain of fewer than 30 stores into South Africa’s second-largest pizzeria. Today, Roman’s Pizza stands as one of the country’s most successful fast-food chains and recently claimed the top spot in BusinessTech’s pizza taste test. But this achievement didn’t come easy—it’s a story marked by hard work, innovative marketing, and hands-on learning.
The journey began in 1993 when restaurateur Arthur Nicolakakis purchased a struggling pizza restaurant in Pretoria called Little Caesar’s. In 2002, the restaurant was rebranded to Roman’s Pizza. Growing up in a family immersed in the food business, John Nicolakakis was no stranger to the fast-food industry. His early exposure to the restaurant scene laid the groundwork for what was to come.
John began his formal career as a currency trader, but in 2001, at just 23 years old, he joined the family business. Despite his lack of experience, John was given the freedom to grow the company. Reflecting on his decision, he humorously remarked, “In hindsight, it’s possible my dad played me.”
At the time, Roman’s Pizza had about 28 units, managed by a small team. John’s strategy was straightforward: the more stores they opened, the more money they could make. His father, whose passion was serving customers, had previously expanded the business by allowing friends to open franchises. But for John, expansion was the priority. When he discovered a filing cabinet full of franchise inquiries, he realized the potential for growth was immense.
Learning on the job, John faced several challenges, including opening new stores and establishing systems to support rapid expansion. His first big mistake came when a franchisee ran out of capital just before opening. Despite this setback, his father supported him, and the lesson learned was invaluable.
The rebranding from Little Caesar’s to Roman’s Pizza was another significant hurdle. John and his team personally financed the rebranding and launched their first radio campaign, which led to a surge in sales. This experience underscored the importance of marketing, especially in South Africa’s highly competitive fast-food industry.
Growth was a constant challenge. Initially, John managed everything, but as the company expanded, he realized the need to delegate. However, hiring managers was costly, making the transition difficult. Despite these obstacles, Roman’s Pizza continued to thrive by maintaining a lean operation and focusing on cost-cutting measures, such as forgoing free delivery—a move that kept prices low and stores busy.
Roman’s Pizza also broke new ground by being the first branded pizzeria in South African townships. John’s decision to expand into these areas, driven by his instincts rather than conventional wisdom, paid off.
Today, Roman’s Pizza has grown to over 250 stores, with some locations selling more than 2,000 pizzas per night. John Nicolakakis’s journey is a testament to the power of determination, innovation, and trusting one’s gut. As he puts it, “You’ve got to fight for what you want in life. If you’re not going to fight, no one’s going to give it to you.”
___