We celebrate 40 years of Ristorante

In the beginning, there was Pizza alla Romana

It has been a long journey to today’s market share of Ristorante and Dr. Oetker’s pizza range overall. Dr. Oetker has been active in the frozen food business since 1960. At first, the range consisted of ice cream, vegetables, and fish. Over the years, baked goods, meat, and ready meals were added. The team in the frozen food division was constantly looking for innovative concepts, fully aware that not every idea would succeed. Products came and went – only a few remained in the lineup for the longterm. When Pizza alla Romana was launched, it was just one product among many, and success was anything but guaranteed. Produced under license in Italy, it had to be transported across the Alps to Germany. In the fall of 1970, it hit the market – and the rest is history.

The Dr. Oetker frozen pizza assortment in Germany in 1973.

Frozen pizza becomes a bestseller

By 1971, Dr. Oetker had already expanded the range with new varieties and products like pizza snacks. Consumers loved them: By 1979, around 50 million frozen pizzas were being consumed annually in German households – and the trend was only going one way: steeply upward.

Your favorite pizzeria in the freezer

In 1985, Ristorante made its grand debut – initially with the Salami and Ham varieties. It was developed for all pizza lovers who wanted a taste experience just like in a real pizzeria. The new recipe featured an ultra-thin crust – soft in the center and crispy on the edge. A typical Italian blend of herbs and a generous layer of cheese completed the composition. That’s why the boxes proudly displayed a bold message: “To all pizzeria fans! The taste of this pizza will win you over. Try it and compare it with your favorite pizza at your local Italian restaurant. Write to us.”

Simply unmistakable

Starting in 1986, Dr. Oetker introduced a unified, easily recognizable design language for all its products. The familiar red “light head” logo became the unifying brand symbol, replacing the previously used blue logo of the frozen food division. A distinctive color band at the top edge of the packaging, the so-called “branding stripe,” was added as a further design element. Ristorante was assigned to the “Young Cuisine” category.

New varieties and an unforgettable sound

In 1986 and 1987, Spinach, Tuna, and Mushroom joined the range. All three quickly became evergreens and remain part of the lineup to this day. This product offensive was accompanied by TV commercials that themselves became classics of television advertising.

In 1987, Dr. Oetker first used the aria “La donna è mobile” from Verdi’s opera “Rigoletto” – a musical signature that continues to this day in ever-new variations and is inseparably linked with the Ristorante brand. The melody underscores the slogan “Tastes just like at your favorite Italian restaurant” and conveys a romantic, Italian zest for life.

Ristorante expands its menu

What would a real Italian Ristorante be without pasta, risotto, and hearty soups? The team from Dr. Oetker’s frozen food division thought the same – and in 1989 launched an extensive product offensive in the frozen ready-meal category under the Ristorante brand. Alongside traditional recipes such as Lasagne al Forno and Cannelloni, delicious pasta variations like Tortellini in Gorgonzola Sauce and Spaghetti Carbonara were introduced. From the soup pot, Dr. Oetker Ristorante served Suppa di Cipolle – an onion soup with white wine – as well as Suppa di Mare with pollock, bell peppers, and fine herbs. Also not to be missed: the creamy Risotto con Pollo, a classic Italian rice dish with chicken, vegetables, and mushrooms.

At Ristorante, innovation never stops

Ristorante stands for innovation and creative concepts. When the frozen Pizza Calzone was launched in 1994, it was the first of its kind in Germany – and remained part of the range until 2024.

Ice cream is a melt-in-your-mouth product that might not be immediately associated with Dr. Oetker Ristorante, but certainly with the Italian way of life. From 1990 until the early 2000s, even tiramisu was part of the range. And this specialty would not be the last of its kind to make an appearance…

Bold pizza variations have also continued into the 21st century: The pasta-topped Ristorante Pizza Pasta has been a consumer favorite in Germany since its debut in 2001. In Italy, the Ristorante with potato chips is still a hot favorite. And let’s not forget the Ristorante Pizza Dolce al Cioccolato. In 2017, it caused an unexpected hype in the media and the public as “chocolate pizza” – so much so that the supply to retailers even came to a standstill.

Pizza à la Tiramisu instead of birthday cake

With another special variety, Dr. Oetker recently celebrated 40 years of Ristorante in Germany: A fine mascarpone cream, coffee-cream-mascarpone spots, and Amarettini pieces made the Pizza à la Tiramisu the perfect alternative to birthday cake. Consumers in Canada, the Netherlands, Belgium, Finland, Sweden, Denmark, Austria, Hungary, and Switzerland also got to enjoy this extraordinary limited edition, which attracted attention on social media and in the press.

Variety for every taste

Today, Dr. Oetker offers 27 different Ristorante varieties – from popular classics to options for special dietary needs. The selection also caters to those who prefer or require vegan, gluten-free, or lactose-free options.

Different countries, different pizza preferences

Ristorante is available in a total of 52 countries worldwide. On a global scale, pizza fans most often choose Mozzarella, followed by Salame and Quattro Formaggi. In Germany, the top three look slightly different: here, Pizza Salame is the clear number one, followed by Tonno and Pepperoni-Salame.

A strong brand

“Consumers love Ristorante,” says Tim Hempelmann, Senior International Brand Manager Ristorante. “We have a market share of around 17 percent in Europe alone, and with Ristorante we lead the frozen pizza category in many countries.” Whether in Switzerland, the Czech Republic, Canada, Belgium, France, or Germany – Ristorante tops the list of the strongest pizza brands in at least 13 countries. “Nevertheless, we continuously put our product to the test and keep evolving. It’s about finding the right balance between proven strengths and fresh impulses for the brand through innovation and meaningful engagement with consumers,” says Hempelmann. With an updated packaging design, Ristorante will present itself in a new, contemporary look starting in January 2026. “As it is typical for Ristorante, this is not a revolution but an evolution – a further development of the existing and much-loved folding box, which has a strong recognition value.” This will allow the success story of the Ristorante brand to continue seamlessly.

PPU = Pizza Production Unit

“We sell an average of around 8 million Ristorante pizzas every week. That’s roughly equivalent to the population of New York City,” reports Tim Hempelmann. A reliable production and distribution network is essential to make that happen. Five pizza plants from the Pizza Production Unit (PPU) ensure that consumers around the world can enjoy Ristorante. Production takes place in Wittlich and Wittenburg (Germany), Łebcz (Poland), Leyland (United Kingdom), and London (Canada).

State-of-the-art technology meets teamwork

In February 2025, the newest and most modern Ristorante production line went into operation in Wittenburg. “This was the most complex construction project ever implemented at the Wittenburg location,” reports Plant Manager André Stenzel. “With the new Line 12, we were able to nearly double our Ristorante production capacity compared to the previous line. In addition, a new hybrid oven is being used that can run on gas, electricity, or both,” says Stenzel. “We completed the project on schedule within the planned 18-month timeframe. Our other Pizza Production Unit locations provided tremendous support!” Ristorante thus remains state-of-the-art – not only in taste and appearance but also technologically.

André Stenzel (Senior Executive Manager Plant Wittenburg, left) and Tim Hempelmann (Senior International Brand Manager Ristorante) inspect the pizza dough.

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