Why This Minnesota Dad Is Opening Happy Joe’s In the Twin Cities

Brian Smith spent more than 20 years in the software world, helping major retailers solve big problems. But after two decades behind a screen, he started thinking about what was next. That’s when an old favorite came to mind — Happy Joe’s Pizza and Ice Cream.

“I grew up in Northeast Iowa, so Happy Joe’s was just part of life,” Smith said. “The taco pizza really stuck in my mind for a long time.”

Smith recalls visiting a local pizza restaurant post-COVID and immediately noticing how disorganized it was. There were no menus, the fountain machine wasn’t working and several key ingredients were missing, limiting what could be ordered. Despite the dysfunction, the place was still operating and he realized there was a real opportunity in the area for something better.

“I thought, ‘If this place can be this dysfunctional and yet still be successful, I have to give it a shot,’” he said. “So I decided to go ahead and reach out to Happy Joe's. One thing led to another, and it made so much sense to do.”

As the latest area developer for Happy Joe’s, Smith is planning to open six locations around the Twin Cities, starting with one of his own. The goal is to bring something to the area that he says is currently missing — a go-to place where families can slow down, have fun and share a great meal.

“Every Friday during the school year, we do pizza and movie night,” he said. “But when it comes to going out for pizza, there just isn’t a place around here that feels like a destination. That’s what Happy Joe’s brings — great food, yes, but also a fun atmosphere that you actually want to spend time in.”

The idea really clicked after a family visit to the Happy Joe’s in New Ulm, Minnesota. It was his wife and kids’ first time experiencing the brand — and they were hooked.

“I could not drag my kids away,” Smith said. “They were loving it, just naturally enjoying themselves. That’s when I knew this was the right move.”

Beyond the food and family appeal, Smith says the variety on the menu also sets Happy Joe’s apart. “Of course, there’s the taco pizza, but there are some really fun, unexpected items too. It’s not your standard pizza shop.”

Throughout his journey so far, Smith says the support from the Happy Joe’s corporate team has been “tremendous.”

“This is a new industry for me, and I’ve leaned a lot on their experience — especially Tom’s,” he said, referring to CEO Tom Sacco. “Being able to really get direction and constructive commentary and feedback from him has been invaluable. Everybody's just awesome to work with.”

Smith hopes to have the first location up and running by early 2026. After that, he’ll work on bringing additional stores to life, either himself or by partnering with other franchisees.

“I’m excited to bring in that family experience and environment, and to be able to provide something that people want to go to and enjoy,” Smith said. “For people to be able to take that moment with their family, that’s more than just pizza.”