Russo's Halves Franchise Fee to $17,500 for Texas Multi-Unit Deals

Russo's New York Pizzeria & Italian Kitchen will cut its initial franchise fee by 50% — from $35,000 to $17,500 per restaurant — for developers who sign agreements covering three or more Texas locations by December 31, 2026. It's a direct buydown on the cost of entry, aimed squarely at multi-unit operators rather than single-store buyers, and it marks the Houston-founded brand's most aggressive push yet into its home state.

The incentive targets Dallas–Fort Worth, Austin and additional Houston-area trade areas as priority markets. The math is straightforward: a three-store commitment that would have carried $105,000 in franchise fees now costs $52,500. Operators who sign must open on schedule — timely openings are required — and the offer can't be stacked with other promotions unless Russo's approves it in writing.

Who qualifies, and who doesn't

The deal excludes single-unit agreements entirely, which fits the brand's stated intent. Chef Anthony Russo, who founded the company and serves as CEO, framed it plainly.

"Texas is where this brand was born and where we know the customer best," Russo said. "We built this incentive for operators who want to open a group of restaurants, not just one. Lowering the entry cost on a three-store commitment is the fastest way we know to put the right owners in the right Texas markets."

Candidates still have to meet standard qualifications, including $250,000 in liquid capital. Markets and territories remain subject to availability and approval.

What the unit economics look like

Russo's operated 30 U.S. restaurants at the end of 2025, 24 of them franchised — meaning the fee cut applies to a growth vehicle, not a company-store network. The brand also runs locations in Qatar and the United Arab Emirates, and has signed development agreements for Sacramento, California and Mexico City.

The company's 2026 Franchise Disclosure Document, Item 19, gives prospective developers a revenue benchmark: the top 50% of U.S. franchised restaurants averaged $1,042,444 in net sales in fiscal year 2025, while the top 25% averaged $1,368,586. That's roughly $1 million to $1.4 million per location among the strongest performers — though the figures cover only 21 franchised restaurants open a full 12 months, reflect net sales rather than profit or owner income, and individual results vary.

Put differently, a top-quartile unit generates nearly 29 times the discounted $17,500 entry fee in annual net sales. Even so, sales aren't margins, and Russo's disclosure doesn't publish cost-of-goods or labor percentages — candidates will need to work those numbers in diligence.

A full-service model in a carryout-heavy category

Founded by Chef Russo in Houston in 1992 and franchising since 1998, Russo's separates itself from carryout-focused pizza chains by running a full-service Italian kitchen. The menu leans on preparation the chain can market as made in-house:

• Hand-stretched New York-style pizza
• House-made dough and sauces
• House-made sausage
• Fresh pasta, lasagna and calzones

Revenue runs across four dayparts and channels — dine-in, takeout, delivery and catering — which spreads sales across more occasions than a delivery-only pizza model. Footprints run 1,800 to 3,500 square feet, sited in suburban markets and lifestyle centers. That size range keeps buildout below big-box casual dining while supporting a full kitchen.

Where the brand can sell

Russo's offers franchises in 36 states plus Washington, D.C., with registrations pending in New York, Maryland and Hawaii. International developers are reviewed case by case.

Prospective franchisees can review the Texas offer, request the franchise kit or book a call with Franchise Development at russosfranchise.com/texas-franchise or by phone at (832) 849-0724.

What does this change for Texas growth? A $17,500 entry fee on a $1 million-plus sales concept tightens the competition for multi-unit pizza developers in DFW, Austin and Houston — and with a hard deadline of December 31, 2026, Russo's has given operators a clock, not just a discount.