Midwest Pizza Giant Donatos Targets Crowded Houston Market

HOUSTON, TX – December 17, 2025 – A venerable Midwest pizza institution is setting its sights on the Lone Star State, announcing its official entry into the Houston market. Donatos Pizza, the Columbus, Ohio-based chain celebrated for its thin-crust pizzas loaded with toppings from “Edge to Edge®,” confirmed plans to open its first Houston-area locations in 2026. The move signals a significant strategic push into Texas by the 63-year-old family-owned company.

According to the announcement, three development groups are spearheading the expansion, with two to three restaurants expected to open next year. The first Houston outpost is slated for a Summer 2026 debut, introducing the brand's signature style to a major new metropolitan audience.

“As we continue to grow our presence in Texas, we're excited to announce the first location in Houston,” said Kevin King, CEO and President at Donatos Pizza, in a statement. “Most importantly, we are excited for customers and the community to experience the difference of our high-quality pizza.”

A Slice of a Crowded Pie: Entering Houston's Pizza Arena

Donatos is not entering a vacant field; it is stepping into one of the most dynamic and saturated pizza markets in the country. Houston's culinary landscape is a mosaic of pizza styles, catering to a diverse and discerning customer base. The city is home to a host of revered local pizzerias and has become a battleground for regional and national brands alike.

Any new entrant must compete with highly regarded establishments specializing in authentic Neapolitan pizza, such as Pizaro's Pizza Napoletana and Bollo Woodfired Pizza. It will also vie for customers loyal to classic New York-style slice shops like Frank's Pizza and Brothers Pizzeria. Furthermore, the Detroit-style pizza craze has firmly taken hold in Houston, with dedicated spots like Gold Tooth Tony's and the expansion of Austin's popular Via 313.

Adding to the competitive pressure, other beloved Texas brands have already staked their claim. Austin's iconic Home Slice Pizza generated significant buzz with its 2022 arrival in Midtown, while long-standing local chains like Star Pizza have cultivated decades of loyalty. In this environment, differentiation is paramount. Donatos plans to carve out its niche by focusing on what has defined it for over six decades: a crispy, thin crust that serves as a base for an abundant spread of premium toppings that cover every square inch of the pizza—a philosophy the company trademarked as “Edge to Edge®.”

Texas-Sized Ambitions: A Statewide Strategy

The Houston debut is a cornerstone of a much larger, more aggressive expansion plan for Donatos across Texas. The company has set an ambitious goal of opening over 100 locations throughout the state in the coming years, aiming to transform its brand from a Midwest favorite into a household name in the nation's second-largest state.

This statewide campaign is already underway. In late 2024, Donatos successfully opened its first two Texas locations in the Dallas/Fort Worth suburbs of Frisco and Flower Mound. According to company reports, these initial outposts have been met with “great praise for their consistent quality, customer satisfaction, and signature Edge to Edge® pizzas.” This early success in a major Texas metroplex likely provided the confidence and a working playbook for the push into Houston and beyond. The company is actively seeking franchise partners to develop further in DFW, Waco, and across East Texas.

“As an iconic Midwest brand, we're excited to build up a fan following with the help of these Houston groups, and spread our pizzas Edge to Edge® across the state,” said Jeff Baldwin, Vice President of Development and Franchising. “We are looking to sign franchise groups and partners to build the early locations throughout the state of Texas and continue to grow these markets.”

The Franchise Model Fueling the Expansion

The engine driving this rapid growth is a robust and appealing franchise model, which Donatos is leveraging to attract experienced partners in a state known for its business-friendly climate. Texas's booming population, which adds nearly half a million residents annually, combined with its lack of a state income tax, creates a fertile ground for franchise businesses, particularly in the quick-service restaurant sector.

Donatos presents a compelling financial case for potential franchisees. The brand boasts an average unit volume (AUV) of over $1.2 million for its traditional restaurants, a figure that stands among the highest in the pizza industry. While the initial investment is significant, ranging from approximately $457,000 to over $1 million, franchisees receive extensive support. This includes comprehensive training, operational guidance from a dedicated Franchise Business Consultant, and assistance with site selection and marketing.

This combination of a proven product, strong unit economics, and a supportive corporate structure has enabled Donatos to attract nine active franchise groups in Texas—seven in DFW and two in Houston. This momentum underscores the brand's commitment to becoming a major player in the state's restaurant industry.

From Columbus to the Gulf Coast

Founded by Jim Grote in 1963, Donatos has remained a family-owned business with a deeply ingrained culture focused on quality and community. The central question is whether this Midwestern identity and specific pizza style will resonate with Southern palates in a city as culturally diverse as Houston. The brand’s history in DFW offers a clue. The first franchisees there were Ohio natives with long-standing connections to Donatos, eager to bring a beloved taste of home to their new community.

This model of transplanting a brand through passionate advocates may be key to its success. As Donatos expands, it isn't just selling pizza; it's selling a 60-year tradition of consistency and generosity with its toppings. With the first Houston location on the horizon for summer 2026, residents will soon have the chance to decide for themselves if this Ohio original has what it takes to win a place in the heart of Texas.