Pizza Makers: Transportation and Distribution Decisions for Growing Demand
Pizza Makers’ centralized procurement and distribution system ensured consistent quality across Pakistan, but rising demand had prompted a decision to decentralize. To improve supply chain efficiency, where should the new facility be established?
At a glance
Industry
Food & Beverage
Number of Outlets
62+
(in Pakistan)
Core Challenge
Deciding where to locate a new distribution center
Focus
Location decision, Route planning & Scheduling
Abstract
Pizza Makers, a global pizza chain operating in Pakistan since 2012, has long relied on a centralized dough production facility in Karachi to ensure consistent product quality across more than 60 branches nationwide. However, as the company expanded, particularly with stronger branch performance in northern cities such as Lahore, Islamabad, and Faisalabad, the logistical challenges of maintaining freshness and speed while transporting daily-produced dough over long distances have become increasingly evident.
This case study examines Pizza Makers’ decision-making process in evaluating and determining a new site for a dough production and distribution facility to decentralize its supply chain and meet rising demand. It explores the application of key operations management tools, including the Center of Gravity Method and the Factor Rating Method, to compare alternative locations while weighing critical factors such as land cost, labor availability, load-distance efficiency, and long-term expansion potential. The case further highlights the complexities of route planning and scheduling shaped by third-party logistics contracts, delivery time windows, and strict freshness requirements. It invites learners to assess Pizza Makers’ strategic options for optimizing facility location, routing, and distribution structure, and to reflect on how supply chain design decisions influence service quality, cost efficiency, and competitive advantage in the fast-growing quick-service restaurant sector.
Cover Photo: Unsplash, sehoon ye
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(1) Regarding Case Study Content: This case study is based mainly on secondary data and analysis of publicly available information unless otherwise stated, and is intended solely for educational purposes. Any opinions expressed by the author(s) are designed to facilitate learning discussion and do not serve to illustrate the effectiveness of the company. Additionally, banner images and logos used in the case study are intended for visualization in an educational setting and it is not used to represent or brand the company. For any dispute regarding the content and usage of images and logos, please contact the team.
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