Donatos Targets Up to 25 Florida Locations

Donatos Pizza is accelerating its Florida expansion and projects up to 25 locations over the next several years. A new traditional restaurant opens in Panama City this summer. The brand currently runs six Florida locations, four traditional restaurants and two operating through its partnership with Red Robin.

Why Florida, Why Now

Donatos is betting on migration. Sustained population growth and heavy relocation from Midwestern markets, where the brand is already established, mean a share of new Florida residents arrive already familiar with the name. That familiarity lowers the cost of entering the market, because the brand spends less to earn the first visit. VP of Development Jeff Baldwin said improved distribution and operational support now make the unit economics work for scalable growth.

Known Brand, Open Territory

CEO Kevin King pointed to a rare combination: brand recognition paired with available territory. In mature markets, awareness is high but the map is full. Florida gives Donatos known-brand demand with white space still to claim, which is the setup franchise developers want when recruiting partners. Early development will concentrate in high-growth metros across Southwest, Central, and Northeast Florida and the Panhandle.

What Operators Should Weigh

The Red Robin partnership shows Donatos will use non-traditional formats to seed a market before traditional restaurants follow. For prospective franchisees, the early-entry pitch carries the usual tradeoff. First movers claim the best territory but also prove out the supply chain and staffing in a market the brand has not yet saturated. The Panama City opening will test how quickly established awareness converts to traffic.