The legendary pizza chain that once dominated American dining culture is proving it still has what it takes to compete in today's competitive market. Shakey's, the United States' first franchise pizza chain established in 1954, is orchestrating a remarkable comeback after decades of decline.
From Pizza Pioneer to Pop Culture Icon
Founded in Sacramento in 1954 by Sherwood 'Shakey' Johnson and Ed Plummer, the 71-year-old brand became embedded in American popular culture. The chain served as filming locations for major motion pictures including 'Ferris Bueller's Day Off' and 'Wayne's World', while also becoming a favourite birthday destination for generations of children.
At its peak, Shakey's operated an impressive 500 locations across the United States. However, like many traditional dining chains, it faced significant challenges in recent decades. The company witnessed a dramatic reduction in its footprint, with only 43 US locations remaining operational today.
The Culver City Revival Strategy
Shakey's is fighting back with an ambitious revival plan centred around a new flagship restaurant in Culver City, Los Angeles. The design carefully balances nostalgic elements with contemporary styling, aiming to attract both loyal older customers and new generations of pizza lovers.
Michael Grundgeiger, Shakey's president and COO, confirmed this flagship represents just the beginning of a comprehensive brand transformation. He revealed that the new design concept will roll out across all existing locations within the next two years.
The Culver City location underwent an extensive two-year renovation process, emerging as a pub-style pizza parlour featuring textured green wallpaper, spacious red booths, distressed concrete flooring, and classic Tiffany-style lamps suspended above the bar area.
Preserving Heritage While Embracing Modernity
Despite the significant updates, Shakey's has intentionally preserved several signature design elements. The familiar picnic-style tables remain, alongside the iconic Shakey's seal displayed prominently on one wall.
The redesign was masterminded by John Tilley, whose connection to the brand runs deep. As the son of a former franchisee and current head of Jacmar Companies - which has owned Shakey's since 2004 - Tilley brings both personal and professional insight to the project. His first job as a teenager involved making pizzas at the North Hollywood Shakey's location.
'We maintained some original elements while introducing fresh components, but I specifically wanted the space to feel timeless,' Tilley explained to SFGATE. 'I envisioned customers discovering pop art kitsch similar to what I experienced at Hard Rock Cafe during my youth.'
Accompanying the visual transformation is a new brand slogan: 'the people's pizza parlor'. Tilley emphasised this reflects a return to Shakey's foundational principles. 'We deliberately avoided delivery services for many years because we wanted customers to visit our restaurants and make them their second home,' he noted.
Grundgeiger added: 'This represents a fresh start while honouring our heritage. The warmth of wood finishes and our colour palette genuinely creates that authentic parlour atmosphere. John's vision has elevated the experience while maintaining our essential character.'
Menu Consistency and Community Connection
While the surroundings are evolving, Shakey's remains committed to serving the classic pizzas and famous mojo potatoes that built its reputation. The company understands these menu items form an essential part of its identity and customer appeal.
'As a brand exceeding seventy years, each of our locations possesses unique qualities and deep community roots,' Grundgeiger observed. 'One of the finest compliments we receive is when people remark "We didn't realise you're a chain." That sentiment encapsulates our renovation philosophy - we're not merely a chain, we're your neighbourhood parlour.'
The Culver City flagship incorporates numerous nostalgic touches that will resonate particularly with customers over thirty. Framed movie posters from classics including 'E.T.', 'Desperately Seeking Susan' and the 'Police Academy' series adorn the walls. Tilley has also sourced vintage memorabilia like metal Indiana Jones and Strawberry Shortcake lunch boxes to place throughout the dining area.
This strategic revival represents a significant investment in Shakey's future while respectfully acknowledging its substantial history. As traditional dining establishments face increasing competition from delivery services and fast-casual concepts, Shakey's appears determined to reclaim its position as an American institution by leveraging its unique heritage alongside contemporary dining expectations.
