Blaine pizza parlor introduces new name, new menu and lower prices

A local pizza restaurant known for its community service has relaunched with a new name, a new menu and lower prices.

As of November 1, say goodbye to Pizza Factory and hello to Border Town Pizza, a new concept designed by owner Laura Massaro. Massaro has already introduced a new, more affordable menu, and in the coming weeks, she plans to roll out a new logo, staff uniforms, in-store decorations and coupons.

Three years ago, Massaro took over Blaine’s Pizza Factory franchise from previous owners Marv and Deb Adam. When her contract with Pizza Factory ended recently, she decided to part ways with the franchisor. Because she no longer has to pay franchise fees, she had the flexibility to reduce prices on everything from combo pizzas and appetizers to salads, pasta and sandwiches. For example, an extra-large cheese pizza used to cost $22 and is now $17.

“Every single price has been lowered,” said Massaro. “I want people to know that I’m doing my very best so that everyone in Blaine can afford to eat here.”

Massaro knows the pizza business. Growing up in Bellingham, her first job as a 16-year-old was at Pizza Haven, where she worked as a server. Later in her career, she spent four years as a manager with Stageline Pizza in Montana. Before relocating to the Pacific Northwest, she also worked for Pizza Hut in Las Vegas as a troubleshooter, helping to turn around stores in financial distress. “I’ve been in pizza probably for half my life,” she said.

In late 2015, Massaro heard that Blaine’s Pizza Factory was for sale. She was eager to return to the Bellingham area, where her family lives, so she visited Blaine that Christmas to take a look. After thinking about it for a few months, she decided to work for Marv and Deb Adam for a few months. “I had to see how the store operated, and I had to get a better feel for what was going on here,” she said.

When Massaro took over the store, she quickly used her expertise to improve the restaurant’s profitability. She hired new staff and trained them to be more efficient. “A pizza should be in the oven three minutes after an order comes through,” she said. She also cut down on food costs by not over-ordering ingredients. These and other steps enabled her to achieve 26 straight months of business growth.

Massaro also got involved in the Blaine community, partnering with the Healthy Youth Coalition (HYC) to introduce Teen Nite, which takes place every Saturday from 5 to 9 p.m. Teen Nite is a safe space for kids ages 13–18 to hang out and enjoy free pizza in the presence of a chaperone. When HYC decided to offer karaoke at Teen Nite, Massaro built a small stage and invested $1,700 in a sound system.

“When the Healthy Youth Coalition came to me, showing the statistics on suicide in Blaine, it was really alarming to me,” said Massaro. “There’s no bowling alley here, no movie theater, nothing. So we decided, ‘Let’s do something for the teens.’”

In addition to hosting Teen Nite, Massaro donates free ice cream to kids who participate in HYC’s Blue Beat Bike Program, an afterschool ride program led by volunteers. Last Christmas, she hosted a petting zoo, gave away 75 toys and hired a photographer so that kids could take photos with Santa. This year, she hopes her Christmas event will be even bigger and better.

When her contract with Pizza Factory ended, Massaro had to come up with a new crust and pizza sauce. On her days off, she spent hours in her kitchen at home, starting with tomato sauce and adding other ingredients to it. She would then bring samples into the store for her employees to taste. Through “lots of trial and error,” she also perfected a “nice, crisp crust” by using colder water and letting the dough rest for two days.

“People love the pizza here, and I don’t want that to change,” she said.

In the coming months, Massaro plans to introduce wings to her new menu, once she finds a good product. She also plans to introduce a chef’s salad, new desserts and a taco pizza, among other new items. She is grateful to her staff for their patience during the transition. “I have the best staff ever,” she said. “They’ve stuck by me through all this craziness.”

Border Town Pizza is located at 738 Peace Portal Drive in downtown Blaine. Its new telephone number is 360/703-3996.