By Alexandra Mortati | Photos courtesy of Janine Coons
Janine Coons, the owner of Fat Daddy’s Pizzeria in Provo, Utah, and her marketing director, Sia Sepehrnia, never expected to be where they are today. But through hard work, trust and a shared vision, they’ve built something truly special.
Coons’ journey to owning a pizzeria began unexpectedly. She initially helped a friend with admin work in his Italian restaurant, which led to an ownership share due to Coons’ invaluable contributions. When the opportunity arose to open a pizzeria in Utah, they dove in. But by 2023, Coons found herself running two restaurants alone after her friend had to step away.
“I spent 2023 trying to figure out who I was and what I was doing,” Coons recalls. “I had a handle on the back end, but marketing was a mystery. My friend was the face of the business, and suddenly, that role was empty. I knew I needed help to tell our story, so I hired someone.”
That someone was Sepehrnia. She joined Fat Daddy’s after leaving a toxic work environment where she had felt undervalued and trapped. When she saw the job posting for Fat Daddy’s Pizzeria, she applied on a whim, attracted by the quirky name.
“I walked into the pizzeria and was immediately drawn to its retro vibe,” Sepehrnia shares. “Janine started talking about her goals, and I knew I could help her express her story. I dove in, researching the industry and immersing myself in the business.”
Coons’ warmth and encouragement gave Sepehrnia the space to thrive. Unlike her previous manager, who had undermined her, Janine’s positive energy and supportive leadership was uplifting, empowering her to reach her full potential.
Building a Stronger Business Together
The two women decided to make Coons the focal point of the pizzeria’s story. As a woman in the pizza business and a mom, Coons’ authenticity and relatability made her the perfect face for Fat Daddy’s. They created content that showcased Janine’s journey, including blogs like “A Day in the Life of a Pizzeria Owner.” Coons, who describes herself as a matron—a nurturer and a caretaker—embraced her identity.
This sense of community and belonging extends to the entire business. “I want this place to feel like home, where people can connect and forget their troubles,” Coons says.
Being in the spotlight hasn’t always been easy for Coons, though. Balancing the demands of running a business with being a mom is challenging, but with her husband’s support, she’s become more confident. “I’ve learned to accept responsibility and own the business as mine, even though it wasn’t my original idea,” she explains.
As for Sepehrnia, working at Fat Daddy’s has been transformative. “Janine lets me be myself and express my capabilities,” she says. Together with Nick and Kameron, the marketing team pulled off a successful “May the 4th” Star Wars event that revitalized Sia’s passion for her work.
Empowerment and Legacy
Coons empowers both her employees and her children, who work at the pizzeria. “I want my kids to see that they can do hard things and face challenges head-on,” she says.
Sepehrnia, too, values helping others and hopes to continue running fun events and bringing a sense of nostalgia to the community. “Food marketing is something I didn’t know I needed, and I’m always happy to offer advice to others,” she says.
Together, Janine and Sia have created a dynamic partnership built on mutual trust, empowerment and a shared vision. They are redefining what it means to be successful in the restaurant industry, and they’re doing it with heart and authenticity.
Alexandra Mortati is the marketing director for Orlando Foods and founder of Women In Pizza, a not-for-profit organization that empowers women in the pizza industry to share their stories, display their talents, inspire innovations, and connect with one another and the world. This article originally appeared on the Instagram account for Women In Pizza. Click here to learn more about the organization.
