Apart from salmon and other fish, Norway isn't very well known abroad for its food - at least, not just yet. Peppes Pizza is out to change that.

The Scandinavian pizza specialists have opened new outlets in Beijing and Shanghai to satisfy a sudden craving for pizza among the Chinese.

"Everyone likes pizza. Chinese tastes are expanding. Peppes is more than just good pizza," says Managing Director Joannis Vendrig. "It is not fast food but instead a whole restaurant experience."

Founded in 1970 by Hartford, Connecticut-born Louis Jordan and wife Anne, Peppes Pizza has made a name for itself in Norway for serving pizza with a unique American flavor and distinct Norwegian hospitality. It proved a formula.

Peppes has built a solid name, enjoying very high brand recognition in Norway. Today, the company is the country's pizza market leader for both the restaurant dining and delivery.

Peppes Pizza says it aims to be more upscale than other pizza chains in China by combining a modern but cozy atmosphere with the high-quality pizza baked fresh twice daily.

Pizzas are made with its signature pizza sauce and a special blend of cheeses, with new items added to the menu to suit Chinese tastes, such as gourmet soups and pastas.

Part of the Peppes Pizza experience is the style and ambience created by the tight-knit staff. As in Norway, all employees are treated as part of a strong team and family, where everyone can have their say and take pride in the group's success.

"We are in the people business. If you have good people, then you create good products. In our case, the result is excellent pizza," said Vendrig.

With the philosophy that happy employees make better pizza, Peppes has grown to be the largest restaurant chain in Scandinavia. It also has locations in Egypt and Kuwait.

"For a taste of Norwegian atmosphere and great pizza, Peppes is the place in China. Try our best-kept secret - our special sauce. It is a special flavor that you won't soon forget. Relax and enjoy our cozy restaurants with good friends and family," said Vendrig.

(China Daily April 15, 2008)