By Katlene O. Cacho
Tuesday, June 12, 2012

ENCOURAGED by upbeat customer traffic, homegrown pizza business Acha Pizzeria is spending P2 million to expand this year.

Acha Pizzeria manager and marketing head Michael James Orozco said on Monday they will be opening an alfresco pizza store in Talisay and Mandaue to cater to what he described as un-served demand in the area.

“Despite tough competition, there is a market for pizza business in Cebu. The fact that we are expanding explains the unserved demand of pizzas in some areas here,” Orozco said.

He said the planned expansions are among the major moves the company will be embarking since his family assumed ownership and management of the pizza business.

Purchase

Acha Pizzeria was started by Lito Acha seven years ago. In July 2009, the Orozco family, who hails from Siargao Island, Surigao del Norte, took over business as the Achas were migrating to the United States. The two families are friends.

The Orozco family bought the business for P900,000 from its original price of P1.3 million.

“They (Acha family) still have remaining shares in the business, but majority is owned by us. They still help us look after the business and act as consultants since they have more experience running a food and restaurant business,” Orozco said.

The Orozco family is into apartment rental in Siargao. Orozco, who used to work in one of the big resort hotels here, left corporate life to manage the pizza business.

Orozco said they have retained the original recipe of the pizza but stressed that the family will do some regular checking on the menu for possible additions or changes.

“So far, since we assumed ownership of the business we have improved the physical look of the store making it more “homey” for customers. We will also look into the improvements of the menu,” he said.

Orozco said he enrolled in some cooking classes to know the basics of cooking and
kitchen orientation.
Marketing

Acha Pizzeria is located on Osmeña Boulevard. It currently employs five workers. Its specialty is Pizza Tricia, a 12-inch three-layered pizza sold at P345. Other pizza flavors range from P135-P345. Aside from pizzas, the restaurant also serves pita sandwiches, salads and meals.

As competition heats up, Orozco said they will be aggressive in terms of marketing and promotions using traditional marketing tools and social media to tap potential customers.

He said the company has started creating a Facebook fan.

Orozco also assured that the company will sustain the quality of their products and continue offering quality service to customers.

Acha Pizzeria will also open a branch in Siargao Island this year.

The family also hopes to further grow the business through franchising for the company to generate more revenues and tap distant and out-of-reach markets in different locations.

Published in the Sun.Star Cebu newspaper on June 13, 2012.