When a homebuilder, a former national-pizza-brand GM, and a multi-unit operator all bet on the same brand in the same underserved market, that's worth a closer look. That's exactly what's happening in Columbia, Missouri, where Marco's Pizza has signed a new three-unit development agreement — a deal that doubles as a playbook for how disciplined franchise expansion gets done in 2026.
Announced August 5, 2026, the agreement is led by franchise co-owners Russ Anderson and Betzayda "Betzy" Alvarez-Anderson, with Betzy's husband and Russ' nephew, Klayton Anderson, stepping in as operator. The first location is slated to open in October 2026 at 911 Rain Forest Pkwy., kicking off a broader regional development plan across mid-Missouri.
An Operator Group Built for Multi-Unit Growth
This isn't a first-time franchisee learning on the fly. The ownership group pairs a strong regional business foundation with decades of hands-on pizza operations experience — the kind of blend brands covet when they hand over three units at once.
- Russ Anderson is the founder of Anderson Homes, the largest homebuilder in central Missouri. A longtime entrepreneur who bought his first business at 19 and served eight years in the Army Reserves, he brings real estate, construction, and operational leadership to the table.
- Betzy Alvarez-Anderson spent nine years with a leading national pizza brand, rising from in-store roles to general manager before moving into a corporate position.
- Klayton Anderson built his background in multi-unit operations as a general manager in the pizza industry before transitioning to Marco's, where he'll serve as operator.
"This agreement reflects exactly the kind of operator partnership that drives sustainable growth for our brand," said Gerardo Flores, Chief Development Officer of Marco's Pizza. "Russ, Betzy, and Klayton bring a rare combination of operational depth and local commitment, and they are confident in their ability to build a lasting presence in Missouri."
Why Columbia — and Why Now
For the Andersons, the deal is rooted in Columbia, where the family has already established its business presence. After evaluating top pizza and QSR brands, the group kept coming back to Marco's for the quality and flavor of the product.
"What drew us to Marco's was the authenticity behind the product," said Betzy. "Other brands cut corners, but Marco's starts fresh every day with dough pressed in-house and a three-cheese blend that's always fresh, never frozen. We saw that difference firsthand before we decided to move forward with Marco's. That level of prep and care is built into every location, so customers know exactly what they're getting no matter which Marco's they walk into."
With only a small Marco's footprint in Missouri currently, the partners saw a clear opening to plant the brand in an underserved market. Notably, their development approach favors owning or building sites rather than leasing — a real-estate-first strategy that signals long-term commitment to the region and reflects Russ' construction background.
The Incentives Fueling Multi-Unit Deals
The Columbia agreement lands as Marco's leans hard into multi-unit expansion. The brand currently offers its Franchise Development Royalty Incentive Program, designed to lower barriers for qualified multi-unit owners with early-stage royalty incentives starting at 0%, plus support in real estate, construction, and operations.
The unit economics help explain the interest. According to the Marco's Franchise Disclosure Document, the top 25% of franchised stores posted a $1.28M average unit volume (AUV) in 2025.
Marco's has the accolades to back the pitch, too. The brand was recognized as America's Favorite Restaurant in the Limited-Service Pizza category by Nation's Restaurant News using Technomic Ignite Consumer 2025 data, named one of QSR's "16 Best Franchise Deals for 2025," and ranked No. 50 on Entrepreneur's 2026 "Franchise 500."
Why It Matters
For franchise developers, multi-unit operators, and QSR executives, this deal is a compact case study in what "quality growth" looks like right now:
- Operator profile beats operator count. Brands are increasingly awarding multi-unit deals to groups that combine capital, real estate know-how, and category-specific operating experience. The Anderson group checks all three boxes — a template worth studying if you're pitching a franchisor or vetting one.
- Underserved markets are the opportunity. Rather than fighting for saturated metros, the partners targeted a low-penetration state. For operators, whitespace analysis remains one of the highest-leverage moves in territory selection.
- Own vs. lease is back on the table. With interest rates and occupancy costs squeezing margins, the group's build-and-own strategy is a reminder that real estate control can be a durable competitive advantage — especially for franchisees with construction expertise.
- Incentives lower the entry barrier. A 0%-start royalty program plus that $1.28M top-quartile AUV shows how franchisors are engineering the math to attract serious multi-unit capital. Prospective franchisees should model deals against these programs before committing.
The through-line: sustainable expansion in today's foodservice industry is being won by well-capitalized, experienced operators entering the right markets on favorable terms — not by rapid, undifferentiated unit growth.
The Takeaway
Marco's continues to grow from its roots as a beloved Toledo, Ohio brand — founded in 1978 by Italian-born Pasquale "Pat" Giammarco — to more than 1,200 stores across 35 states plus Puerto Rico, the Bahamas, and Mexico. The Columbia deal is a small headline with big signals about where franchise growth is heading.
Watching how QSR and pizza brands structure their next wave of expansion? See how another fast-growing chain is playing the growth game in our coverage of Shipley Donuts' 90th-year franchise push, and study a value-driven QSR play in Golden Corral's $2.50 kids buffet.
Are you eyeing an underserved market for your next multi-unit deal? Tell us in the comments how you're weighing franchisor incentives, real estate strategy, and AUV before you sign.
Written by Michael Politz, Author of Guide to Restaurant Success: The Proven Process for Starting Any Restaurant Business From Scratch to Success (ISBN: 978-1-119-66896-1), Founder of Food & Beverage Magazine, the leading online magazine and resource in the industry. Designer of the Bluetooth logo and recognized in Entrepreneur Magazine’s “Top 40 Under 40” for founding American Wholesale Floral. Politz is also the founder of the Proof Awards and the CPG Awards and a partner in numerous consumer brands across the food and beverage sector.
