In 2012, longtime franchisee and marketing team member Mary Jane Riva purchased the company and became its president and chief executive officer.

[4][5] The couples allowed the use of the Pizza Factory name for a fee and also helped to set up the new restaurants in small towns across the San Joaquin Valley.

[5] Carol Wheeler and Joyce Willey wanted to protect the food's consistency and convinced their husbands to begin franchising the company starting in 1986.

The couples chose to open their restaurants in small towns with fewer than 15,000 people, as they did not believe they could compete against larger companies in metropolitan areas.

[6][non-primary source needed] The company charges a three-percent royalty fee, which is considered low in comparison to similar franchises.

Each quarter, a field director who was also a franchise owner would inspect each location for cleanliness, uniformity, and consistency of food preparation.

[5] By May 1989, the company had grown to include 45 restaurants, located in small towns across six states: Arizona, California, Florida, Idaho, Oregon and Washington.

At that time, Pizza Factory had launched its first promotional campaign consisting of television, newspaper and radio advertisements, as well as billboards.

[10] In September 2012,[11][12] Wheeler and Willey sold the company for an undisclosed amount to Mary Jane Riva, a longtime franchisee and a resident of Murrieta, California.

[4] In January 2013, Riva had plans to reduce operating costs while increasing consumer traffic through television commercials and direct mail advertisements.

[7] Riva also revived the company's concept of an open kitchen, allowing customers to watch as pizza dough is tossed by the cooks.

The new plans were part of a growth strategy to expand the company with new restaurants in small towns located in five states: Colorado, Montana, New Mexico, Texas, and Wyoming.

The partnership also planned to raise awareness about the Pizza Factory's "No Bully Zone" program, and about men's health issues.

[25] In addition to pizza, the chain also serves calzones, sandwiches, soups, and appetizers, including chicken wings and "Breadstix.