Portuguese 
King Pizza, bought by Marcos Sales in 2009 when it was generating R$ 15,000 a month, was reformulated and became King Pizza Looong. Inspired by South Korea, the brand invested R$ 100,000, sells 3,200 pizzas per month, and projects a revenue of R$ 1.2 million in 2026.
The journey that led to King Pizza Looong began in 2009 when Marcos Sales acquired a struggling pizzeria in Maringá, Paraná, that was generating R$ 15,000 per month. Over a decade later, he and partner Djeyme Badocco Gonçalves revamped the business, offering individual and rectangular pizzas inspired by the street food concept from South Korea.
According to a report from Pequenas Empresas & Grandes Negócios (PEGN) published on September 8, 2026, by Rafaela Souza, the new format required about R$ 100,000 in research and development. The current operation sells approximately 3,200 pizzas monthly, records recurring revenue of around R$ 100,000 per month, and aims for R$ 1.2 million in revenue by 2026.
King Pizza Started in 2003 and Was Bought by Marcos Sales in 2009
The original pizzeria was founded in 2003 in Maringá.
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Marcos Sales, a Marketing graduate, took over the business in 2009 when the company was facing an administrative crisis and had only one location remaining.
At that moment, the team consisted of four employees.
Monthly Revenue Was R$ 15,000 When the Business Changed Hands
The pizzeria’s revenue was around R$ 15,000 per month at the beginning of Sales’s management.
The entrepreneur restructured the operation and registered the brand with a future franchise model in mind.
However, growth initially occurred within the traditional pizzeria model.
Delivery Boosted Revenue to R$ 100,000 Monthly in 2022
The expansion of delivery services propelled the company in the subsequent years.
In 2022, the traditional pizzeria reached a revenue of R$ 100,000 per month, according to the report.
Even with revenue growth, the partners began to see limitations in the model.
More Than 200 Pizzerias Competing in a City of 429,000 Residents
Maringá had over 200 pizzerias for a population of approximately 429,000 residents.
The high competition and the perception that the product lacked sufficient differentiation led Sales to seek a new proposal.
The change began with the pizza itself.
South Korean Format Gained Attention on Social Media
Sales learned about rectangular South Korean pizzas after a friend sent him a post on social media.
The entrepreneur researched the model and observed that the Asian format allowed for rapid scalability.
According to him, the concept had already surpassed 100 units in South Korea.
Transition to the New Pizza Began in 2023
The partners began changing the product in 2023.
The goal was to develop a rectangular individual pizza that combined convenience with a simpler operation for production.
Technical tests started in October 2023.
Research and development cost approximately R$ 100,000
The development process took almost two years and received an investment of around R$ 100,000.
Part of the work involved adapting the recipe to Brazil’s climatic conditions.
The team also aimed to create a light pan-type crust that could hold the toppings without breaking.
Pizza measures 25 centimeters by 7.5 centimeters
The final product was defined as 25 centimeters long by 7.5 centimeters wide.
These dimensions presented an additional challenge: there were no pre-made molds available in the national market with the required measurements.
The company had to find a customized solution.
Molds were produced especially in Curitiba
The molds used by King Pizza Looong were ordered from a factory in Curitiba.
According to Sales, the utensils also received internal teflon coating.
This treatment was applied to prevent the dough from sticking during preparation.
Menu reduced from around 40 flavors to 16 options
The simplification extended to the menu as well.
The traditional operation previously offered approximately 40 flavors.
In the new model, the structure now includes 12 savory options and four sweet ones, totaling 16 flavors.
Reduction in flavors helped organize inventory
According to Sales, the change allowed for inventory optimization and reduced ingredient waste.
The company also eliminated processes associated with traditional pizzas, such as complex assembly and stuffed crusts.
The goal was to make the operation more efficient and easier to replicate.
Store eliminated plates and cutlery
The individual format also changed the way the product is served.
The operation no longer requires plates and cutlery, following the practical consumption model inspired by street food.
The dough is prepared daily.
Conveyor oven replaced more complex processes
All cooking of the pizzas occurs in a conveyor oven.
The operation does not use a stove.
Sales states that the goal was not just to create a different format, but to establish a more efficient, replicable model aligned with consumer behavior, without sacrificing quality and flavor.
Pilot unit opened in October 2025 with R$ 250,000
The first unit of the new concept was inaugurated in October 2025, in Maringá, Paraná.
The commercial space measures 60 square meters.
The initial investment was approximately R$ 250,000.
Store generated R$ 500,000 in the first six months
The first six months of operation totaled R$ 500,000 in revenue.
The operation began to commercially validate the format developed since 2023.
The performance also served as a basis for the expansion plans presented by the partners.
Monthly sales reached approximately 3,200 pizzas
Currently, the unit sells about 3,200 pizzas per month.
The recurring revenue is close to R$ 100,000 per month.
By 2026, the company set a goal to achieve R$ 1.2 million in revenue.
Pizza costs about R$ 30 per unit
The current ticket price is based on a pizza sold for approximately R$ 30.
To increase the average value of purchases, the partners plan to include smaller portions of sides, appetizers, and desserts.
The idea is to group these items into combos.
Store started operating during the day in June 2026
The individual format also changed the consumption hours observed by the company.
According to Sales, the convenience helped to unlink pizza from being exclusively for nighttime and weekends.
Starting in June 2026, the unit began opening during the day to serve clients on the go and corporate delivery.
Next step is to establish franchises by 2026
The partners intend to initiate national expansion through franchising by 2026.
The plan includes three models of stores, defined based on the commercial space size.
The initial projected investments range between R$ 250,000 and R$ 450,000.
Goal is to reach 15 units in two years
King Pizza Looong has set a target to open 15 units in the next two years.
The advancement depends on the structuring and expansion of the franchising system.
This projection is part of the planning presented by the founders, not for already contracted or inaugurated stores.
Five-year plan foresees 50 stores
In a longer timeframe, the partners aim to reach 50 units in five years.
The strategy brings to franchising the goal that Sales had when registering the brand after taking over the pizzeria in 2009.
The expansion will now be based on the individual format developed after the tests started in 2023.
Business projects R$ 1.2 million in 2026 and prepares for national expansion
King Pizza has evolved from an operation with four employees and a monthly revenue of R$ 15,000 in 2009 to a new concept that now sells approximately 3,200 pizzas monthly and generates recurring revenue close to R$ 100,000.
King Pizza Looong projects revenue of R$ 1.2 million in 2026 and is working on structuring franchises with planned investments between R$ 250,000 and R$ 450,000 per unit, aiming to reach 15 stores in two years and 50 in five years.
