Pizza Ranch is a chain of pizza buffet restaurants that started in Hull, Iowa in 1981. With over 200 locations across 13 states, it has become one of the most recognized local chains in the Midwest. But is Pizza Ranch just an Iowa thing, or has it expanded beyond its home state?
The History of Pizza Ranch
Pizza Ranch was founded by Adrie Groeneweg in Hull, Iowa in 1981. Groeneweg had previous experience working at a Pizza Hut franchise, where he saw an opportunity to bring an all-you-can-eat pizza buffet concept to smaller rural towns in the Midwest. The first Pizza Ranch restaurant opened in Hull in December 1981.
The buffet concept proved popular, and Pizza Ranch expanded to a few more Iowa locations in the 1980s. Significant growth began in the 1990s, when the company began franchising and opened its first out-of-state locations in South Dakota in 1994. By 1999, there were over 50 Pizza Ranch restaurants across six states.
Pizza Ranch continued expanding in the 2000s, moving into new states like Minnesota, Missouri, Illinois, Wyoming, and Wisconsin. In 2009, the chain opened its 100th location. By 2015, there were over 180 Pizza Ranch restaurants across 13 states. However, Iowa continues to have the largest concentration of locations.
Current Locations
As of November 2023, there are 213 Pizza Ranch restaurants across 13 Midwest and Great Plains states. Here is the breakdown of Pizza Ranch locations by state:
| State | Number of Locations |
|---|---|
| Iowa | 86 |
| Minnesota | 52 |
| South Dakota | 19 |
| North Dakota | 12 |
| Nebraska | 10 |
| Missouri | 8 |
| Wisconsin | 7 |
| Illinois | 6 |
| Kansas | 5 |
| Michigan | 3 |
| Indiana | 2 |
| Wyoming | 2 |
| Montana | 1 |
As the table shows, over 40% of Pizza Ranch locations are still located in the chain’s home state of Iowa. Iowa has around 2.7 times as many Pizza Ranch restaurants as the next highest state, Minnesota. South Dakota, North Dakota, Nebraska, and Missouri round out the top 5 states.
Pizza Ranch’s Connection to Iowa
So why does Iowa still dominate when it comes to Pizza Ranch locations? There are several factors that connect the chain closely to Iowa:
- Iowa is where Pizza Ranch was founded and opened its first restaurant.
- Being headquartered in Orange City, Iowa gives the state a corporate connection.
- The rural, family-focused Midwest culture aligns well with Pizza Ranch’s brand.
- Many longtime customers in Iowa have an emotional connection to the chain.
- The buffet and family fun center formats work well in smaller Iowa towns.
- Strong name recognition and customer loyalty exists in Iowa after over 40 years.
Pizza Ranch also has unique offerings that appeal to Iowa tastes. This includes breakfast pizza, taco pizza, and a self-serve dessert bar featuring sundae bars, fruit, and other sweet treats. The restaurants regularly host community events, church groups, meetings, parties, and fundraisers.
Has Pizza Ranch Expanded Beyond Iowa?
While Iowa continues to be Pizza Ranch’s stronghold, the chain has successfully expanded to 12 other states beyond its home base. Let’s look at its growth outside of Iowa:
- There are now over 120 Pizza Ranch locations across 12 other Midwest and Great Plains states.
- Minnesota has 52 locations, showing significant expansion beyond Iowa’s borders.
- Smaller states like South Dakota and North Dakota have embraced the brand with 19 and 12 locations.
- Missouri, Nebraska, and Wisconsin all have a decent Pizza Ranch presence.
- There are even a handful of locations in more distant states like Michigan, Wyoming, Montana, and Indiana.
However, this expansion represents slower, more conservative growth compared to larger national pizza chains. Pizza Ranch locations are still concentrated in smaller cities and towns in regional pockets of a few nearby states.
Pizza Ranch’s Brand Perception Outside Iowa
Within Iowa, Pizza Ranch enjoys very strong brand recognition and a loyal customer base. However, outside of the Midwest, there is lower brand awareness of Pizza Ranch.
Some key facts about the perception of Pizza Ranch include:
- In coastal states, there is very little to no awareness of the Pizza Ranch brand.
- Those who have heard of it recognize it as a Midwest chain.
- There may be confusion with other “ranch” named chains like Pizza Hut’s The Ranch.
- Some assume it only exists in Iowa or comes from a fictional place.
- Midwestern transplants have the highest awareness living elsewhere.
Pizza Ranch operates almost exclusively in the Midwest region. This gives it strong local brand equity in places like Iowa, but lower national brand awareness and perception outside this footprint. Many Americans haven’t heard of Pizza Ranch or tried their pizza buffet experience.
The Future – Can Pizza Ranch Expand Nationally?
As a regional pizza chain strongly rooted in Iowa and the Midwest, a key question is whether Pizza Ranch can successfully expand to a national level in the future. Here are some factors that support national expansion:
- Pizza buffet dining could work well across America.
- The family fun center model suits a variety of markets.
- Loyal Midwest customers may create word-of-mouth buzz elsewhere.
- Those who try Pizza Ranch tend to love the wholesome, home-style food.
- National franchising could bring financial expansion capital.
However, there are also challenges Pizza Ranch would face going national:
- Low existing brand awareness outside the Midwest.
- A Midwest, Iowa-centric brand identity and perception.
- Large national pizza chains dominate most markets.
- Significant marketing investment would be required.
- Slower paced expansion to date vs. competitors.
Expanding from a regional favorite to nationwide recognition poses difficulties. Pizza Ranch would need to differentiate itself, invest heavily in marketing, and leverage its core strengths. Going national may also dilute its Midwest brand identity.
Conclusion
In summary, while Pizza Ranch has expanded to over 200 locations across 13 states, Iowa still makes up the lion’s share with 40% of its restaurants. Factors like its Iowa founding, Midwest brand identity, and customer loyalty contribute to its continued concentration in Iowa. The chain has grown past its home state, especially in bordering Midwest markets, though national brand awareness remains low.
As a well-loved Iowa original, Pizza Ranch faces challenges in expanding coast-to-coast. But its community-focused buffet concept may have untapped potential in the right markets. Pizza Ranch’s future likely depends on finding the right blend of retaining its Midwest roots while strategically growing in select new regions nationwide.
