Springfield-based pizza chain may expand to Atlanta

by The Atlanta Business Chronicle

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Springfield-based pizza chain may expand to Atlanta

ATLANTA, Ga. -- A Missouri-based pizza chain that is part-amusement park and part-smorgasbord is looking to come to Atlanta. America’s Incredible Pizza Co., whose first store was launched in Springfield, Mo., in 2002, is in early negotiations to put at least one of its giant restaurants in suburban Atlanta.

Real estate powerhouse CB Richard Ellis is representing the company. America’s Incredible Pizza restaurants can be as large as 70,000 square feet, with Go-Kart tracks, indoor golf and giant buffets filled with pizza, salads, pasta and tacos.

Its target customer is 5 to 12 years old, though the company has been tweaking its concept lately to appeal to younger kids.

“If you take Dave & Buster’s, remove the alcohol and put in a buffet format, then that’s who we are,” said Chris Brewer, vice president of marketing, referring to the well-known American restaurant and entertainment chain.

America’s Incredible Pizza will also try to steal market share from competitors CiCi’s Pizza and Chuck E. Cheese’s. There is nothing like America’s Incredible Pizza in the Atlanta market.

The chain has 18 U.S. restaurants and one in Mexico ranging from its smallest in Victoria, Texas (30,000 square feet), to its largest in Tulsa (68,000 square feet).

Any location in metro Atlanta “would be on the larger end of the scale,” Brewer said.

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