New-to-Richmond franchise pizza restaurant opens second spot at Willow Lawn

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Pie Five recently opened next to Panera and Chipotle near VCU. Photos by Michael Thompson.

HENRICO, Va. — Fresh off opening a VCU location, a husband-and-wife team has another pizza franchise planned for Willow Lawn.

Jeff and Deborah Percey opened a Pie Five Pizza Co. franchise Sept. 4 at 800 W. Grace St. It’s the couple’s second Richmond location – they opened one in Innsbrook in 2013 – and it’s not their last.

Jeff Percey said they’ve signed a lease for a 2,300-square-foot space in Willow Lawn for a spot to be built next to the Qdoba Mexican Grill. They’ll look to open June 2016. He said the expansion is being financed with help from Union Bank & Trust.

The new storefront will occupy a still spot on the end of the strip center currently bookended by Qdoba and Five Guys Burgers and Fries.

“They are extending the current building and adding on to it,” Percey said. “The entire addition on this end of the building is just for me.”

“Willow Lawn is one of the best trade areas in Richmond,” Percey said. “(Willow Lawn owner) Federal Realty has done a good job of rejuvenating that mall.”

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