Peetri Pizza expands to 42 Alexela service stations

TALLINN - Estonia's largest fuel station chain, Alexela, will begin offering Peetri Pizza GO express pizzas at 42 service stations across Estonia on a franchise basis.

Following the expansion, Peetri and Pappa Pizza products will be available at a total of 102 locations in Estonia and Latvia, which elevates Peetri Pizza to the third-largest franchise chain in the Baltics by number of locations.

Alexela service stations will adopt the Peetri Pizza GO concept, which is designed to offer freshly baked pizza in locations where establishing a traditional pizza restaurant would not be practical.

The service stations will use recipes developed by Peetri Pizza, pre-rolled pizza bases made in the company's factory, and ingredients selected by Peetri Pizza. The pizza is baked on-site in a compact oven equipped with a special program. Initially, Alexela service stations will offer Margherita, Pepperoni, and Kebab pizzas.

"The cooperation with Alexela is the largest expansion in Peetri Pizza's history. Our express pizza will simultaneously reach 42 new locations across Estonia and become available in many places where Peetri Pizza has not been present before," said Marko Pleiats, CEO of Peetri Pizza.

"When on the move, people primarily value convenience, speed, and quality. We want people to be able to refuel, enjoy good coffee, eat something delicious, and then continue their journey satisfied, all in one place at Alexela. That is why we have added freshly baked pizza to our cafe-shop selection," said Tiiu Valk, Head of Commerce at Alexela. "Peetri Pizza is a beloved Estonian brand, and we are pleased that through the cooperation of two domestic companies, we can now offer it at all Alexela service stations across Estonia," she added.

Peetri Pizza GO allows service points to start offering freshly baked pizza without building a full-scale pizza kitchen. Since the pizza base arrives at the point of sale pre-made, the employee does not need to prepare dough or undergo pizzaiolo training. The employee only needs to add the ingredients specified in the recipe and place the pizza in the oven. This ensures consistent quality across all locations.

"We developed the Peetri Pizza GO concept from the very beginning to be easy to use at a gas station, concert venue, golf center, or any other existing eatery. A Peetri Pizza GO pizza is ready in just two minutes, but this speed does not come at the expense of quality. In dozens of blind tests, people have not been able to distinguish it from a regular Peetri Pizza by taste," said Pleiats.

With the addition of Alexela's 42 service stations, Peetri and Pappa Pizza pizzas are now sold at a total of 102 locations in Estonia and Latvia. In Estonia, there are 45 Peetri Pizza & Pasta restaurants, 14 of which also offer pasta, ten Pappa Pizza restaurants, and four standalone Peetri Pizza GO outlets. One Peetri Pizza & Pasta restaurant also operates in the Latvian capital, Riga.

Peetri Pizza is a domestic company founded in 1990, the largest pizza chain in Estonia, and a pioneer of the local pizza culture. The company develops the Peetri Pizza, Peetri Pizza GO, and Pappa Pizza brands based on a franchise model.

Alexela is a domestic energy company that offers energy and convenience services to people at home, on the road, and at their destination. At Alexela service stations across Estonia, you can refuel with high-quality fuels, charge an electric car, and enjoy a pleasant meal break. The selection in its cafe-shops offers something for everyone, whether it's freshly prepared food, good coffee, or a quick snack for the road.