Fresh Brothers CEO Adam Goldberg in front of the Santa Monica store. Photo by David Rosenfeld
Built on quality ingredients and tasty flavors, Fresh Brothers is quickly creating a new pizza empire
Brothers Adam and Scott Goldberg were just a week away from opening the first Fresh Brothers in Manhattan Beach when they had to make a critical decision: Should they cut the pizza in squares or triangles? Raised in Chicago, their instincts said squares and that’s what they chose.
It might seem trivial, but in launching a new brand of pizza, image is everything. And the brothers knew that.
“It was a great decision,” CEO Adam Goldberg explained on a recent afternoon at the Fresh Brothers Santa Monica. “Parents love it because you get 20 slices versus eight. You can feed more kids and you’re not giving them a whole big slice of pizza.”
Since opening that first store less than five years ago, Fresh Brothers has quickly expanded. They’ve launched 10 locations now with up to five more planned for next year. Earlier this year they secured a partner investment from Skechers co-founder Michael Greenberg, signaling even more exciting things to come.
If they haven’t had the pizza yet, consumers might be familiar with Fresh Brothers for its broad-ranging marketing campaigns (including in this magazine) featuring a pizza on a white background with different shapes cut out of it.
“We want people to say they want to eat Fresh Brothers tonight, not just they want pizza,” Adam said. “I just love that. It’s taking it to the next level of being a brand that kids and adults want to eat on a regular basis.”
But no matter the amount of marketing, a pizza place is still only as good as its pie, a standard Adam said he’s more than willing to meet. The recipes and quality controls come down to brother Scott Goldberg, who’s run his own successful pizza place outside Chicago since 1985. Also involved is brother Michael who oversees the company’s 375 employees, and Adam’s wife Debbie handles communications.
Adam, who was formerly a director/producer in television, said he left the hustle of Hollywood to spend equally long hours working in the Manhattan Beach store near his home.
“I wanted to get it to a certain size to be able to get out of the store more and run the company and build the brand,” he said.
In January the company added a skinny crust to its thin and thick crust menu in addition to its wings and salad. They also offer gluten free and non-dairy options for the whole family, just one of the ways the company tries to be socially responsible.
Adam said he’s especially proud of the company’s involvement with local communities. It routinely donates to local schools through sponsored events or group pizza nights where up to 20 percent of gross sales are returned.
“It’s really part of our duty as a local business to be conscious and give back,” Goldberg said. “It’s so important because our schools are getting beat up with budget cuts right now.”