--- title: "How Happy Joe’s Franchise Model Stays Strong in Any Economy" url: https://burnaze.com/article/4518dd67-3012-45c3-aa57-7f456d090efc source: "1851 Franchise" original_url: https://1851franchise.com/happy-joes-a-proven-resilient-business-model-that-stands-the-test-of-time-2729692 category: "Pizza" industry: "Restaurants" segment: "Pizza" published: 2025-06-25T18:13:00.000Z modified: 2026-10-31T20:31:38.855Z image: https://newimage.1851franchise.com/cdn-cgi/image/quality=85,format=webp,width=1280,height=720/story/featureImage/1750877239_2729692.png --- # How Happy Joe’s Franchise Model Stays Strong in Any Economy **TL;DR:** Happy Joe's Pizza and Ice Cream has a durable business model that has allowed it to weather economic cycles, according to co-owner Mark Schmitt. The brand's ability to adapt to evolving consumer needs, strong workplace culture, and versatile menu and pricing have contributed to its staying power. *originally published in 1851 Franchise on 2025-06-25. [Read the original](https://1851franchise.com/happy-joes-a-proven-resilient-business-model-that-stands-the-test-of-time-2729692).* ## Story Happy Joe’s Pizza and Ice Cream has long been a name associated with joy, community and great pizza, but beneath the fun exterior lies a remarkably durable business model. Few know this better than Mark Schmitt, who co-owns the Happy Joe’s locations in Dubuque, Iowa. Since joining the brand in the late 1970s, Schmitt has watched the business weather shifting economic cycles, emerging stronger each time. “The location opened here in Dubuque in 1974,” Schmitt said. “I joined in 1978 as a dough tech and started making pizzas the following year. In 1984, I was heading off to college, and the owner asked if I would find a delivery location in Dubuque to form a second location for him to open delivery. I found him a location, and he asked me to stick around and run that. In 2001, they decided to retire, and six of the managers bought them out. Now, it's down to three of us running two locations.” One of the keys to Happy Joe’s staying power, Schmitt says, is its ability to adapt to evolving consumer needs. Long before delivery became the norm, Happy Joe’s was already offering it. “Since 1984, delivery has been a huge part of what we do,” Schmitt said. “Now we can offer dine in, carry out and delivery with our own team of drivers, which has helped us. And since then, we've even added drive-thru and curbside.” These innovations helped the brand stay resilient during the COVID-19 disruptions. But for Schmitt, the real secret to resilience lies in building a strong workplace culture. That focus has created a positive environment where multiple generations of families choose to work — a dynamic clearly reflected in the Dubuque location. “Our guests are treated to a very friendly and fun atmosphere, and we try to make the work environment a very positive culture for the employees,” Schmitt said. “I think culture is one of the biggest assets that we have. If you look at our employment history, we're on our third generation of employees here. We have people whose mom and dad have worked here, and their grandma and grandpa have worked here. That's a testament to how we run the business.” Happy Joe’s has also stood strong through economic ups and downs thanks to the versatility of its menu and pricing. Schmitt says pizza’s versatility makes it a go-to choice for everything from quick meals to large gatherings, offering value and convenience for any occasion. “One person can eat pizza, a family can eat it, or a big group can eat it,” he said. “When you’re being price-conscious, it goes a long way at a meal.” Happy Joe’s corporate team plays a vital role in helping franchisees stay successful through challenging times. From new menu innovations to creative promotions, the support center continuously looks for ways to help operators keep things fresh. “They’re always encouraging us to be creative,” Schmitt said. “Our taco pizza was one of the first big specialty pizzas, and people went crazy for it. Later, we came out with the BLT pizza, and that was a hit too. We’re always waiting for the next taco pizza. We never stopped being creative.” Franchisees also benefit from a strong internal network and idea sharing. As a former board member, Schmitt has helped guide the system through new initiatives and economic challenges, ensuring that all locations have access to successful strategies. Even after more than five decades, Happy Joe’s continues to expand, which is a testament to the brand’s staying power and beloved reputation. “In my opinion, it’s the greatest pizza in the United States,” Schmitt said. “Our guests are our biggest fans, and I’ve got people who moved away and still come back just to eat our pizza. That kind of loyalty is rare.” For franchisees looking for a business opportunity with staying power, Happy Joe’s delivers a resilient, community-focused model with a loyal customer base and a culture of support and innovation. ## Entities - 1851 Franchise (publication) - unit expansion (topic) - QSR (sector) - menu pricing (topic) - franchise model (topic) - Happy Joe's (company) - workplace culture (topic) - business resilience (topic) - Dubuque, Iowa (location) - Mark Schmitt (person) --- Originally reported by 1851 Franchise (https://1851franchise.com/happy-joes-a-proven-resilient-business-model-that-stands-the-test-of-time-2729692). Summarized by Burnaze (https://burnaze.com/article/4518dd67-3012-45c3-aa57-7f456d090efc).