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Rocklin: California’s pizza capital?
Residents have many choices when it comes to pizza pie
By Michael Althouse, The Placer Herald
michael althouse/the placer herald
?Wild? Dan Lubow pulls a pizza pie out of the oven. Rocklin currently boasts 3.5 pizza places per 10,000 residents, well above the national average.

As Rocklin grows, it’s appetite for pizza has grown as well – some would say disproportionately so.

Compared to national statistics, Rocklin does appear to have more than its fair share of pizza parlors, ranking well above the national average, according to Pizza Marketing Quarterly (PMQ).

And when compared to California statistics, Rocklin is indeed blessed (or cursed) with more pizza restaurants than most cities in the state.

Although the Rocklin Area Chamber of Commerce lists only nine pizza stores among it members, a Google search reveals 19 in Rocklin and according to a GPS navigation device, there are no less than 40 pizza restaurants within a ten mile radius of the Placer Herald’s office on Pacific Street.

Some restaurant owners and managers say that is too many.

“There are more pizza places than we need,” said Ronnie Mander, manager of Papa Murphy’s on Granite Drive.

Mander explains that the increase in fuel prices have also affected profits.

“Costs have gone up so the margins are lower,” he said.

“Rocklin is saturated,” said Frankie Harris with Cool River Pizza on Stanford Ranch Road. “The market is not supporting all of them. Some are going under.”

Harris said Rocklin residents have high standards.

“In Rocklin, people go for high quality,” he said. “That’s why you don’t see Dominoes and Pizza Hut.”

Dan Lubow, owner of Wild Dan’s Pizza on Pacific Street agrees that quality is important.

“Pizza has been bastardized lately,” he said, adding that he provides amenities not every pizza restaurant can.

“I have a banquet room that holds 50 people. I’ve got a mic and an amp in there and I have a 50-inch TV,” he said. “And I have a ‘dog friendly’ patio.”

Papa John’s Pizza is responsible for 6.09 percent of all pizza sales nationwide, according to PMQ.

Locally, John Ferris, manager of the Papa John’s on Sunset Boulevard, has noticed an influx of pizza restaurants beginning in 2005.

“There are way too many pizza places around here,” he said. “Everybody thinks they can just come in and make it.”

Finally, the Pizza Place had the dubious distinction of sharing the same corner of Stanford Ranch Road and Park Drive as Azizas Pizza.

With only about 100 yards separating the two establishments, Azizas closed its doors less than a month ago.

Keith Nash, owner of the Pizza Place thinks there should be “about 10 (pizza restaurants) for the size of Rocklin.”

“It’s tough because there is a lot of competition,” he said.

Like Lubow, Nash provides his customers with more than just pizza, although he says quality pizza is important.

“You have to have a good product and you have to be involved with the community,” Nash said. “You have to give and give back.”

“I want to be to be known as the ‘Cheers’ (of the neighborhood), where everybody knows your name. They want to come in and be here,” he said.

Nationally, Maine takes top Pizza honors with 4.35 store per 10,000 people in 2007. In California, with 6,581 stores serving a population of more than 35 million, the state has 1.87 stores per 10,000 – well below the national average.

With a conservative estimate of 19 stores currently serving Rocklin’s 54,000 residents, there are 3.5 stores per 10,000 residents in Rocklin.

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2 comments on this item

I like pizza

I went into Wild Danz to inquire about a birthday party for my daughter. Dressed in business attire and going in solo, I think he thought I was going to sell him something. The owner was so incredibly rude to me I'm shocked he's still in business treating Rocklin residents that way. I just left and went somewhere else. I also take offense to him using the word "@*&#^!" in our local paper.

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