Executive Chat with Rebecca Patt - Featuring Mary Jane Riva - Pizza Factory CEO
Executive Chat
As the CEO of Pizza Factory, Mary Jane Riva leads the beloved pizzeria chain, known for its community-focused initiatives and commitment to quality. With over three decades of experience in the brand, Mary Jane helped guide its evolution from a small regional chain in California to a thriving franchise network making a difference in local communities throughout the Western US.
To start, can you share a bit about your journey with Pizza Factory?
Of course. It started back in 1990 when my husband and I opened our first Pizza Factory location in Murrieta, California. Over the years, we became multi-unit operators and area developers. In 2012, the founders approached us with the opportunity to buy the company. It’s been a little over 12 years since then, and it’s been an incredible journey.
Let’s look back for a moment—what year was Pizza Factory established?
Pizza Factory began franchising in 1985, but the founders opened their first stores in 1979. Franchising was really where the brand took off.
What innovations or strategies have helped keep the brand fresh and competitive in recent years?
Starting in 2012, we focused heavily on updating everything—technology, branding, and operations. Today, our loyalty app has been a game changer. We’ve also shifted from traditional print marketing to digital, social media, and AI integration. For example, some of our locations are testing AI-based phone systems for handling calls. While AI has potential, I believe there’s still immense value in providing personal, human interaction. Managing all these platforms is a full-time job, but it’s essential for staying ahead.
What markets are you most focused on for growth?
We’re concentrating on building density in our current states to maintain a strong brand presence. Looking ahead, Arizona continues to be a priority. I’d love to expand into states like Wyoming eventually. We’re approaching growth systematically, moving eastward while ensuring we don’t overextend our resources.
Community involvement is a big part of Pizza Factory’s ethos. Can you share more about your initiatives?
Absolutely. One program I’m especially proud of is our anti-bullying initiative, Friends Are Awesome. It started when we were franchisees. Many high school students work in our restaurants, and the program helps foster inclusion and kindness among them. We’ve since expanded it to include presentations in schools, where we donate benches made from recycled materials. These benches serve as a place for students needing a friend.
We also have the Gift-a-Meal program. Guests can scan a QR code at our locations, share a photo of their meal, and Pizza Factory donates a meal to a local food bank. We’re currently donating over 1,300 meals monthly. It’s a wonderful way to engage with communities, especially in smaller towns where resources are often limited.
What excites you most about Pizza Factory’s future?
I’m excited about the growth opportunities on the horizon. With economic conditions stabilizing—like SBA loan rates improving—it’s a great time for expansion. We’re seeing strong organic growth among our franchisees, many of whom are opening their third or fourth locations. It’s an exciting time to be part of this brand.
Want to have an Executive Chat with Rebecca Patt at Wray Search? Contact her at rebecca@wraysearch.com
