Pizza Factory exterior

New Pizza Factory CEO targets better margins, traffic

CEO Mary Jane Riva hopes advertising, direct mail and other strategies will help reduce costs and drive traffic.

Pizza Factory is working to reduce operational costs and drive additional guests into its stores through TV commercials and direct mail, among other strategies, according to the chain’s new co-owner and chief executive.

Mary Jane Riva became president and chief executive of the Oakhurst, Calif.-based pizzeria chain in September after she and her husband, Bob Riva, acquired the Pizza Factory Inc. franchising system from founders Daniel and Carol Wheeler and Ronald Wille

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