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No. 8

Your pizza is up for renewal

If this really is the world’s first pizza subscription service, you have to wonder what took so long. General Assembly Pizza launched in downtown Toronto four years ago with a purpose-built counter service and takeout facility designed to rapidly sate the gourmet-pizza appetites of the worker bees occupying nearby towers and lofts. As lockdown descended, founder Ali Khan Lalani noticed a run on frozen pizzas at grocery stores and put his idle team to work, figuring out how to freeze a quality pizza for cooking at home. He turned GA pizza’s empty dining room into a production zone and launched an e-commerce platform last fall. Customers sign up online, pick their pizzas and wait for a box of chilled pies — four, six, eight or ten — to land on their doorstep every month. Cooking is quick and easy: five to seven minutes in the oven results in a near-restaurant-quality experience. but this isn’t DR. Oetker. you must pay attention, spin the pie on the rack a couple times, and give it a shot on broil for the last minute to ensure a perfect crust. since the subscription service launched, GA pizza has more than doubled staff, exceeded 2,000 monthly subscriptions and raised $13 million to fund a dedicated production facility. national rollout is next — followed possibly by global domination.

—Dick Snyder

Photo Credit: General Assembly Pizza

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