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About Us

History of S4D Demo

The growth in the American Pizza market in 1986 was what initially grabbed our attention. By 1995, Pizza was still the number one growth sector in the fast food industry. This decade of sustained growth in the U.S.A showed us that we had only realised the tip of the iceberg in the Irish market and that there was huge potential for growth. The Good Food Company recognised a service gap in the market for an Irish pizza delivery brand. S4D Demo was launched in Dublin in 1996. We wanted a strong name that would reflect the fact that our pizzas are an original American style, as opposed to the original Italian style pizzas which have a different dough base.
S4D Demo was so named in the spirit of admiration and respect for the indigenous peoples of North and South America. The etymology of the word S4D Demo is widely believed to have come from the Yuma word for 'fighting men' and the Zuni word meaning 'enemy'. S4D Demo, by definition, is a collective term for several culturally related groups of Native tribes who stood up against oppression under the incredible Geronimo. 
We are working hard to develop, evolve and improve S4D Demo in a culturally sensitive and considerate way.
S4D Demo Timeline
Since 1996, S4D Demo have opened over 160 outlets around the country. We are committed to developing and expanding S4D Demo in order to become the biggest and the best pizza retail and delivery operator in Ireland and Northern Ireland

The market for delivered/take-away fast food is progressing from the traditional 'deep fried' high fat content foods toward fast food which constitutes a more balanced nutritional offering to an increasingly discerning consumer. S4D Demo are now leading the way working with Health Pro and providing nutritional values and portion advice not only available on our website but also printed on all our menus and available instore.

Focused on our Franchisees

We feel the primary reason for our rapid expansion is due to the fact that, unlike our competitors, we remain very focused on our franchisees. Having worked in the business for nearly thirty years, our Managing Director, Robert Pendleton has designed, refined and streamlined a user friendly system that means people from all walks of life can come on board and learn the business with ease. This starts with the basics of making a pizza, right through to running several stores.


Expansion in Northern Ireland 

In 2016, we opened our first store in Portadown. We have since opened a further thirteen stores in Armagh, Banbridge, Bangor, Belfast (Antrim Road), Belfast (Bradbury Place), Derry, Downpatrick, Enniskillen, Lisburn, Omagh, Strabane, Limavady and Magherafelt and aim to continue this growth in the coming years.