TasteToronto | General Assembly Pizza closes $13 million Series A, scaling up direct-to-consumer brand

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General Assembly Pizza closes $13 million Series A, scaling up direct-to-consumer brand

General Assembly Pizza closes $13 million Series A, scaling up direct-to-consumer brand

General Assembly Pizza closes $13 million Series A, scaling up direct-to-consumer brand

General Assembly Pizza (GA Pizza), who launched a successful pizza subscription service in 2020, has closed an oversubscribed $13 million Series A financing round.

GA Pizza was founded in 2017 by Ali Khan Lalani, operating as a fast-casual pizza restaurant in the heart of Toronto’s Entertainment District. When the pandemic hit, the novelty of customizable pies became hard to accomplish with restaurants forced into takeout. GA Pizza eventually transitioned into a consumer packaged goods (CPG) brand, where they began producing and selling frozen pizzas.

As 2020 wrapped up, the company decided to expand their frozen pizza business by launching a direct-to-consumer subscription service that would bring their frozen pies to your doorstep every week.

General Assembly Pizza, GA Pizza Club

"We believe that everyday culinary moments should be easy, and still delicious," said Lalani. 

The concept proved to be a hit, locking in over 2,000 subscribers since their December launch, and securing heightened investments by way of Gravitas Securities Inc., largely surpassing their initial goal of $3.5 million.

GA Pizza says that the funds from the Series A will go towards a new facility to enhance their CPG brand to a much larger scale. Production will increase to 5,000 units per day by the second quarter of 2021 and doubled again by the third quarter.

"We're constantly striving for 'better' in every area of our business,” says Lalani. “Whether we're re-thinking the frozen pizza category from the ground up, enhancing our e-commerce experience, or diverting waste from landfills through responsible packaging solutions."

General Assembly Pizza, GA Pizza Club

Additionally, the company plans to develop and offer more plant-based options and are dedicated to using sustainable practices with 100 per cent divertible consumer packaging.

You can find GA Pizza’s frozen items in-store across Toronto or sign up for their ‘GA Pizza Club’ for easy, weekly dinner ideas.

Tags:

Pizza delivery

Pizza

Frozen pizza

Toronto Pizza

GA Pizza Club

General Assembly Pizza

General Assembly Pizza closes $13 million Series A, scaling up direct-to-consumer brand

News

8 days ago

General Assembly Pizza closes $13 million Series A, scaling up direct-to-consumer brand

Larry Heng

Larry Heng

Instagram

General Assembly Pizza (GA Pizza), who launched a successful pizza subscription service in 2020, has closed an oversubscribed $13 million Series A financing round.

GA Pizza was founded in 2017 by Ali Khan Lalani, operating as a fast-casual pizza restaurant in the heart of Toronto’s Entertainment District. When the pandemic hit, the novelty of customizable pies became hard to accomplish with restaurants forced into takeout. GA Pizza eventually transitioned into a consumer packaged goods (CPG) brand, where they began producing and selling frozen pizzas.

As 2020 wrapped up, the company decided to expand their frozen pizza business by launching a direct-to-consumer subscription service that would bring their frozen pies to your doorstep every week.

General Assembly Pizza, GA Pizza Club

"We believe that everyday culinary moments should be easy, and still delicious," said Lalani. 

The concept proved to be a hit, locking in over 2,000 subscribers since their December launch, and securing heightened investments by way of Gravitas Securities Inc., largely surpassing their initial goal of $3.5 million.

GA Pizza says that the funds from the Series A will go towards a new facility to enhance their CPG brand to a much larger scale. Production will increase to 5,000 units per day by the second quarter of 2021 and doubled again by the third quarter.

"We're constantly striving for 'better' in every area of our business,” says Lalani. “Whether we're re-thinking the frozen pizza category from the ground up, enhancing our e-commerce experience, or diverting waste from landfills through responsible packaging solutions."

General Assembly Pizza, GA Pizza Club

Additionally, the company plans to develop and offer more plant-based options and are dedicated to using sustainable practices with 100 per cent divertible consumer packaging.

You can find GA Pizza’s frozen items in-store across Toronto or sign up for their ‘GA Pizza Club’ for easy, weekly dinner ideas.

Tags:

Pizza delivery

Pizza

Frozen pizza

Toronto Pizza

GA Pizza Club

General Assembly Pizza