MOD Pizza
A Seattle-founded fast-casual pizza chain built around made-to-order, customer-customized pizzas prepared at a flat price.
Last updated October 14, 2026
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Overview
MOD Pizza is a United States fast-casual restaurant chain centered on made-to-order pizzas and salads. The name is commonly explained as an abbreviation of “Made on Demand,” reflecting the brand’s core operating model: customers select a pizza size and toppings, staff assemble the order in front of them, and the pizza is baked while the customer waits. Unlike traditional pizza restaurants that generally price toppings individually, MOD’s format was designed around a single price for a customized pizza, making the ordering process comparatively simple and predictable. The company was founded in Seattle in 2008 by Scott and Ally Svenson, who had previously built the Seattle Coffee Company in the United Kingdom and sold that business to Starbucks in 1998. Scott Svenson later remained with Starbucks as president of its European operations. The Svensons also helped establish the Italian restaurant business Carluccio’s in the United Kingdom. After returning to the Seattle area, they developed MOD Pizza after looking for quick, affordable, and relatively healthy meals for their four sons. Entrepreneur James Markham, who had experience operating pizza restaurants in San Diego and Shanghai, participated in the founding period and helped develop MOD’s recipes. Markham left the company around 2010 following a reported disagreement over the business’s direction and later founded Pieology, another chain based on customer-built pizzas. MOD initially expanded through company-operated restaurants and later added franchise and investment partnerships. Its early growth was concentrated in the Pacific Northwest before spreading to states including California, Arizona, Colorado, and Texas. The chain was recognized by Nation’s Restaurant News as one of the United States’ “Top 50 Breakout Brands” in 2013. By 2014 it had 31 locations and had obtained $15 million in private investment. A further $40 million financing round in 2015 brought reported investment capital to approximately $70 million, supporting a more aggressive national expansion strategy. In 2016 the company announced another $32 million funding round and plans to grow to approximately 190 stores. The brand also pursued international growth. Its first United Kingdom restaurant opened in Leeds in June 2016, following development work with joint-venture partners including Sir Charles Dunstone and Roger Taylor. John Nelson, a former Nando’s executive, was appointed to lead UK operations in 2016. MOD ultimately closed all nine of its UK locations in 2020. The company later reached its 300th location in 2018. The available reference material describes MOD as having more than 460 locations in the United States and two locations in Canada as of December 2024. MOD has historically positioned itself as more than a conventional quick-service restaurant. Alongside customization and speed, the company has emphasized a social-impact mission, including hiring and supporting people who face barriers to employment. This purpose-oriented positioning has been part of the brand’s public identity and has helped distinguish it within the fast-casual pizza category. The business experienced significant pressure after the COVID-19 period, including weaker sales, higher interest costs, and the consequences of site and lease decisions made during an earlier period of rapid expansion. In April 2024, MOD permanently closed 27 restaurants. By July, reports indicated that total closures had reached 44 locations, and speculation about a possible Chapter 11 filing circulated, although no such filing occurred according to the supplied reference material. On July 10, 2024, MOD agreed to sell itself to Elite Restaurant Group; the financial terms were not disclosed. In January 2024, Scott Svenson announced that he would leave the chief executive role and become executive chair, with Beth Scott appointed CEO. MOD therefore entered its current phase as a privately held restaurant brand under new ownership, with a smaller footprint and a continuing emphasis on customizable made-to-order pizza.
History
MOD Pizza was established in Seattle, Washington, in 2008 by Scott and Ally Svenson, with James Markham also involved in the founding team. The Svensons brought experience from the Seattle Coffee Company, a UK coffee business they had founded and sold to Starbucks in 1998, and from Carluccio’s, an Italian restaurant company they helped establish. Scott Svenson subsequently served as president of Starbucks’ European operations. After returning to the Seattle area, the Svensons sought to create a restaurant offering fast, affordable, and customizable meals for their family and developed the MOD concept around pizza prepared in front of the customer. MOD’s name refers to “Made on Demand.” Its restaurants use a build-your-own format in which customers choose toppings and staff assemble and bake the pizza during the visit. The format combines the speed of quick-service dining with the customization associated with independent pizzerias. MOD’s flat-price approach was intended to allow customers to add toppings without the complexity of separate topping charges. The menu expanded beyond pizza to include salads, desserts, and beverages. The first restaurant opened in Seattle’s Union Square, followed by further locations in the region. Markham left the company around 2010 after what he later characterized as a disagreement with the Svensons over the direction of the business. He subsequently founded Pieology, a California-based chain using a similar customer-customized pizza model. MOD’s early geographic growth extended from Washington into Oregon, California, Arizona, Colorado, and Texas. Nation’s Restaurant News included the chain among its US “Top 50 Breakout Brands” in 2013. By 2014, MOD had 31 restaurants and had secured $15 million in private investment. In 2015, it raised an additional $40 million, bringing reported investment capital to approximately $70 million. Private-equity investor PWP Growth Equity was identified as the principal investor in that round. Franchise relationships also contributed to the expansion, and the company reported reaching 1,700 employees in August 2015. In March 2016, MOD announced a further $32 million financing round and plans to grow to 190 stores. The company also pursued international development through a UK joint venture involving Sir Charles Dunstone and Roger Taylor. John Nelson, previously associated with Nando’s in the UK, was appointed to lead the British operation in January 2016. MOD’s first UK restaurant opened in Leeds in June of that year. The UK experiment did not continue permanently: all nine UK restaurants were closed in 2020. The company continued expanding in the United States and announced its 300th location in 2018. Its public identity combined fast-casual customization with a social mission. MOD has promoted employment opportunities for people facing barriers to work, making workforce inclusion part of its differentiation from other pizza chains. The post-pandemic period brought operational and financial pressure. The company attributed restaurant closures to declining sales, rising interest costs, and sustained underperformance at sites selected during the pre-pandemic expansion period. In April 2024, 27 restaurants were permanently closed. By July, the total number of closures was reported to have reached 44. Rumors of a Chapter 11 bankruptcy filing circulated at that time, but the company did not file for Chapter 11 according to the supplied reference material. A leadership transition was announced on January 9, 2024. Scott Svenson moved from chief executive to executive chairperson, while Beth Scott became CEO. On July 10, 2024, MOD agreed to sell itself to Elite Restaurant Group. The purchase price and other transaction terms were not disclosed. The reference material reports that MOD had more than 460 US locations and two Canadian locations as of December 2024, indicating a smaller and more focused footprint than during its earlier expansion phase.
- 2024
Leadership transition
[1]Beth Scott becomes CEO and founder Scott Svenson moves to the executive chair role.
- 2024
Restaurant closures and sale to Elite Restaurant Group
[1]MOD closes underperforming restaurants and agrees to sell itself to Elite Restaurant Group in July.
- 2020
Exits the United Kingdom
[1]MOD closes all nine of its UK locations.
- 2018
Opens its 300th location
[1]MOD announces the opening of its 300th restaurant during its tenth year of operation.
- 2016
Opens its first international location
[1]MOD opens its first UK restaurant in Leeds and announces additional financing to support store growth.
- 2015
Raises additional expansion capital
[1]The chain raises $40 million in a financing round, bringing reported investment capital to approximately $70 million.
- 2014
Reaches 31 locations and secures private investment
[1]MOD reaches 31 restaurants across several US states and obtains $15 million in private investment.
- 2013
Named a breakout restaurant brand
[1]Nation’s Restaurant News includes MOD Pizza in its US list of Top 50 Breakout Brands.
- 2010
James Markham leaves the company
[1]Markham departs after a reported disagreement with the Svensons over the direction of MOD Pizza and later creates Pieology.
- 2008
MOD Pizza is founded in Seattle
[1]Scott and Ally Svenson establish MOD Pizza in Seattle, with James Markham participating in the founding team and recipe development.
Products and positioning
Fast-casual, affordable, highly customizable pizza with transparent flat-price ordering, rapid preparation, and a social-impact orientation.
Custom pizza · 2008
MOD Pizza
The core offering is a made-to-order pizza assembled in front of the customer. Customers select the pizza format and toppings, while MOD staff prepare and bake the order during the restaurant visit. The concept is built around customization and a relatively straightforward flat-price structure rather than charging separately for every topping.
Pizza
Signature pizzas
In addition to build-your-own orders, MOD offers combinations of toppings developed around established flavor profiles. These signature choices provide a faster ordering route for customers who prefer a defined recipe while retaining the chain’s made-to-order preparation model.
Salads
MOD Salads
Salads complement the pizza menu and extend the brand’s fast-casual positioning beyond baked products. Like the pizza format, the salad concept emphasizes customer choice and preparation during the restaurant visit.
Desserts and drinks
Desserts and beverages
The restaurant menu also includes dessert items and beverages intended to accompany the main pizza and salad offerings. These products support the chain’s role as a complete quick meal rather than a pizza-only takeaway outlet.
Marketing campaigns
- Social-impact employment mission
United States · United Kingdom
MOD has publicly associated its brand with hiring and supporting people who face barriers to employment. The initiative forms part of the company’s broader purpose-led positioning alongside its restaurant operations.
Outcome. Social impact became a continuing element of MOD Pizza’s public brand identity.
Brand decisions
2024
Downsize the restaurant footprintStrategyBackground
The company faced declining sales, higher interest costs, and sustained underperformance at some sites selected during its earlier rapid expansion.
Action taken
MOD permanently closed 27 restaurants in April and was reported to have closed 44 locations by July.
Aftermath
The chain entered a more focused operating phase, while rumors of a Chapter 11 filing circulated but did not result in a bankruptcy filing according to the supplied reference material.
2024
Agree to sale to Elite Restaurant GroupM&ABackground
Following store closures and business pressure, MOD pursued a change in ownership.
Action taken
On July 10, MOD reached an agreement to sell itself to Elite Restaurant Group.
Aftermath
The transaction positioned MOD as a privately held brand under Elite Restaurant Group; the terms were not disclosed.
2024
Change chief executiveOtherBackground
After more than a decade of founder-led development, MOD changed its senior operating leadership.
Action taken
Scott Svenson moved to executive chairperson and Beth Scott became chief executive officer.
Aftermath
The transition separated the founder’s board-level role from day-to-day executive management.
2016
Pursue UK international expansionStrategyBackground
MOD sought to extend its fast-casual pizza concept outside the United States through a UK joint-venture structure.
Action taken
The company partnered with UK business figures, appointed John Nelson to lead UK operations, and opened its first international restaurant in Leeds.
Aftermath
The UK operation was later discontinued, with all nine locations closing in 2020.
Recent events
Sources3 sources
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