Kevin King, president and CEO of Columbus, Ohio-based Donatos Pizza, is shaping the future of the brand with a comprehensive four-point strategy—not to mention a new tagline: “Gotta Love More.”
Focused on People, Innovation, Brand Relevance, and Growth, King said he’s determined to elevate Donatos as a household name nationwide while staying true to the company’s values of quality and community.
“For a brand to be a true innovator and game-changer, you don’t wait around for other people to come up with all the good ideas. We are still creating new, innovative ideas that will disrupt the pizza scene,” King said. “We are big on value, and subsequently, guests have come to expect more from us. It’s crucial to find ways to deliver more, whether it is implementing automation to enhance consistency and efficiency or maximizing face-to-face interactions with guests. To be the best, you must deliver the best.”
Related: ‘The Pizza Wars Are Back,’ Says Donatos’ New CEO. Here’s His Strategy for Winning.
Here’s a look at King’s four-pronged strategy:
A Strategy Built on People
King said he believes people are at the heart of Donatos’ success, whether they’re guests, associates or franchise partners. He aims to establish Donatos as a leader in guest satisfaction by delivering memorable experiences and emphasizes the importance of maximizing face-to-face interactions to foster meaningful connections with customers.
For associates, King envisions achieving industry-leading retention by fostering a supportive and engaging workplace. This includes ensuring best-in-class associate satisfaction through robust training, recognition programs, and growth opportunities. For franchise partners, King is committed to building industry-leading satisfaction by prioritizing collaboration and support.
Innovating for the Future
King said he’s committed to ensuring Donatos remains a pioneer in the pizza industry through cutting-edge innovation. Automation will continue to be incorporated to improve consistency and remove repetitive tasks, while the operating system will continuously evolve to enhance taste and consistency. New technologies will be leveraged to drive efficiency and engagement, with A.I. and menu innovation playing a key role in improving the guest experience and increasing visit frequency.
Staying Relevant in a Changing World
Under King’s leadership, Donatos is embracing strategies to keep the brand relevant to new generations while continuing to offer the high-quality experience that previous generations originally fell in love with. In February, the brand launched a new tagline: “Gotta Love More.” This campaign reflects Donatos’ commitment to delivering more of what matters most to its guests, associates and franchise partners, King said. Meanwhile, the new tagline is being integrated across all touchpoints, reinforcing the brand’s dedication to quality, community and innovation. By emphasizing differentiation and building emotional connections, Donatos aims to further establish itself as a leader in the pizza industry.
Driving Sustainable Growth
Donatos’ growth plan includes both traditional and innovative approaches. To drive traditional store growth, Donatos seeks to achieve comp sales increases in the mid-to-high single digits, maintain store-level EBITDA between 15–20%, and ensure new store performance is near or above the system average. Expansion through partnerships with Red Robin will focus on maximizing off-premises opportunities, while new non-traditional formats will continue to be explored.
King’s connection to Donatos Pizza spans decades. As a lifelong friend of the Grote family, Donatos’ founders, he served as the brand’s VP of development from 1990 to 2003, playing a key role in the brand’s early expansion, and his return as president in 2022 reignited Donatos’ ambitious vision.
“I’m honored to lead Donatos during this exciting period of transformation and growth,” King said. “Our commitment to quality, community and franchise partner success is at the core of everything we do. Together, we will build on the incredible foundation established by our team, ensuring Donatos continues to thrive while staying true to our values.”
In 2024, Donatos received multiple industry accolades, including recognition on Entrepreneur Magazine’s Franchise 500 List, the Franchise Times Top 400, and the FBR Most Profitable Franchises List.
Jim Grote founded Donatos Pizza in 1963 in Columbus. Donatos and its franchise partners operate more than 175 stores. Additionally, Donatos Pizza is served in nearly 300 non-traditional locations nationwide, including select Red Robin restaurants.
