Three pita restaurants. Two miles. Tough competition.
In addition to ASU-area Pita Pit and Pita Jungle, Extreme Pita will open its doors in February at 777 S. College Ave.
"All I can say is that our business is competitive," said Pita Pit owner Dimitri Soris. "We have the busiest restaurant on the block."
All three restaurants are within two miles of ASU.
"College kids are driven toward us," said Joe Roth, Arizona Regional Developer for Extreme Pita.
The customer base of Extreme Pita began with college students in Ontario, Canada, Roth said.
Customers gravitated toward Pita Pit by word of mouth, Soris said.
"We are fast and healthy and we have a great product," Soris said. "Students also come here for the atmosphere."
"I like Pita Pit and will come to Pita Pit," said nursing senior Stephani Ohab.
Ohab also said she would go to Extreme Pita if she was on College Street, but didn't think the two businesses were going to be competitive enough to put one restaurant out of business.
Extreme Pita owners are looking forward to opening and are excited about their new location, Roth said.
"It's going to be a beautiful building," Roth said. "That location, I've been told, is the No. 1 intersection for foot traffic in Arizona. I don't think we will be hurting for business."
Pita bread forms a pocket, which is filled with meats, cheeses, vegetables and other ingredients.
"We are totally unique," Roth said. "We have a different pita style. College students are a different breed, they like to be different."
Although Extreme Pita owners consider the restaurant fast food, they do not consider it traditional fast food, Roth said.
"There are no burgers, no fries; we are a healthy alternative to fast food," Roth said. "College students are concerned about their health."
Extreme Pita, which opened in Canada in 1997, has expanded to the United States, including two Valley locations.
The Tempe location building will be complete near the first of the year and the opening will be in February.
"I am looking forward to Extreme Pita opening," Soris said. "Competition is healthy and they can spread the word about pitas."
Extreme Pita owners don't have any plans for a grand opening, but will make their opening publicly known.
"When we open, we are going to hit the ground running," Roth said. "You're not going to have a hard time finding us."
Reach the reporter at katherine.ruark@asu.edu.
