Small-town pizza chain bets on local identity to stand out in crowded market

Lempäälä’s newest pizzeria opened its doors on Monday, marking the third location for the Kälviä-based Pekan pizza chain. The expansion follows a franchising model designed to embed pizzerias within existing businesses such as transport hubs or partner restaurants rather than launching standalone outlets.

Founders Sanna-Maija Kauppi and Pekka Borén said they aim to open about ten locations over the next few years, but caution against rushing. “I’d rather see five thriving spots in a few years than ten pizzerias where some are struggling,” Borén said.

The chain differentiates itself by tying each pizza to local culture. Menu items carry names drawn from regional sports clubs, temperance societies and even municipal politics. In Kälviä, one signature pie honors Salonkukka, a historic Swedish-language temperance association, while another nods to a former local councillor with the Sikala pizza—packed with pork products.

New branches are expected to design their own “home-town pizzas,” spotlighting local quirks and catchphrases. The Lempäälä outlet, co-located with an Indian restaurant, is no exception; its menu features a pie named Kebulainen, referencing the centre-right political leaning of the municipality.

Kauppi and Borén acknowledge that Finland’s pizza market is saturated and delivery apps have intensified competition. Yet they argue that personality and storytelling can overcome thin margins. “Passion and your own voice are the driving forces,” said Jani Unkeri, a board member of the hospitality industry group Mara, who was not involved in the chain.

The founders have also learned to temper experimentation. A short-lived “cricket pizza,” launched during the insect-food trend, attracted curiosity but few diners—though it reportedly became a talking point at local bonfire parties.