Having analysed market potential and future prospects, in 1999 the Group diversified into the western cuisine and successfully created an own popular brand of pizza – Sam’s Pizza. This was in keeping with the changing trends that liberalization and the entry of MNCs had brought into the Indian market.

Sam’s pizzeria and salad bar is based on the ‘unlimited’ concept. It gives a choice of an array of unlimited pizzas, soups, garlic crispies, more than 20 varieties of fresh and healthy salads and brownie with ice cream. Sam’s Pizza in fact has been a trend setter for the ‘Unlimited Meal Deal’ from soups to dessert. At a time when the concept was unheard of, it introduced the scheme complete with a classy salad bar that found instant appeal among the young and old alike. In its deserts range, it serves the world’s best brownie. The pizzeria also offers a robust a la carte menu for discerning food connoisseurs.

With its unlimited concept, Sam’s Pizza took the market by storm. Bringing the authentic taste of the Italian pizzeria, and coming with competitive pricing and quality, Sam's Pizza stands tall among its teeming competitors.