Peetri Pizza expands to 42 Alexela service stations
16. August 2026
Alexela will start offering Peetri Pizza GO fast pizzas at 42 service stations across Estonia under a franchise agreement. After the expansion, Peetri and Pappa Pizza products will be available at a total of 102 sales locations in Estonia and Latvia, making Peetri Pizza the third largest franchise chain in the Baltics by the number of sales locations.
At Alexela service stations, the Peetri Pizza GO concept will be implemented, designed to offer freshly baked pizza even in places where establishing a traditional pizza restaurant would not be practical.
The service stations will use recipes developed by Peetri Pizza, ready-made rolled pizza bases produced at the company's factory, and ingredients selected by Peetri Pizza. The pizza will be baked on-site in a compact fast oven. Initially, Alexela service stations will offer Margherita, Pepperoni, and Kebab pizzas.
“The collaboration with Alexela is the largest expansion in Peetri Pizza's history so far. Our fast pizza will reach 42 new sales locations across Estonia at once and will become available in many places where Peetri Pizza has not been represented before,” said Peetri Pizza manager Marko Pleiats.
“When on the go, convenience, speed, and quality are prioritized. We want people to be able to get everything they need in one place at Alexela: refuel, enjoy good coffee, eat something delicious, and drive away satisfied. That’s why we have enhanced our café-shop selection with freshly baked pizza,” said Alexela's commercial manager Tiiu Valk. “Peetri Pizza is a beloved Estonian brand, and we are pleased that through the collaboration of two domestic companies, we can now offer customers freshly baked pizza at all Alexela service stations across Estonia.”
Peetri Pizza GO allows service locations to start offering freshly baked pizza without establishing a full-scale pizza kitchen. Since the pizza base arrives at the sales location ready-made, the staff does not need to prepare the dough or undergo pizza chef training. The staff only needs to add the ingredients specified in the recipe and put the pizza in the oven. This ensures consistent quality across all sales locations.
“We developed the Peetri Pizza GO concept from the beginning to be easy to use at a gas station, concert venue, golf center, or any other existing dining location. The Peetri Pizza GO pizza is ready in just two minutes, but speed does not come at the expense of quality. In dozens of blind taste tests, people have not been able to distinguish its taste from the traditional Peetri Pizza,” said Pleiats.
After the addition of 42 Alexela service stations, Peetri and Pappa Pizza pizzas are now sold at a total of 102 locations in Estonia and Latvia. In Estonia, there are 45 Peetri Pizza & Pasta restaurants, 14 of which also offer pasta, ten Pappa Pizza restaurants, and four standalone Peetri Pizza GO sales locations. One Peetri Pizza & Pasta restaurant also operates in the Latvian capital, Riga.
Peetri Pizza is a domestic company founded in 1990, the largest pizza chain in Estonia, and a pioneer of the local pizza culture. The company develops the Peetri Pizza, Peetri Pizza GO, and Pappa Pizza brands based on a franchise model.
Alexela is a domestic energy company that provides people with energy and convenience services at home, on the road, and at their destination. At Alexela service stations across Estonia, you can refuel with quality fuels, charge electric cars, and enjoy a pleasant meal stop. The café-shop selection offers something for everyone, whether it’s freshly prepared food, good coffee, or a quick snack to take on the road.
