Canadian pizza company entering the retail space quickly
This year, General Assembly Holdings Ltd. (GA Pizza) has had quite the run. Earlier this year, the fast-casual Toronto pizza business that transformed into an omnichannel consumer packaged products company closed a $13 million Series A investment that was oversubscribed.
By the second quarter of 2021, the business will have increased production to 5,000 units per day thanks to the financing, which it used to obtain a totally owned master production facility. By the third quarter of 2021, GA Pizza plans to boost production to 10,000 units daily, which would enable the firm to significantly expand its “GA Pizza Club” subscription membership base and scale its grocery sales across Canada. GA Pizza is aiming to provide more plant-based options in addition to its expansion aspirations by collaborating with Impossible Foods.
GA Pizza, a fast-casual pizza company that Ali Khan Lalani founded in 2017, was starting to gain traction when the epidemic struck. GA Pizza moved into CPG after COVID-19 forced foodservice establishments to close, which resulted in the creation of a frozen pizza line that was ready to eat.
“We think that meals on a daily basis should be simple and delicious,” Mr. Lalani stated when the investment round was revealed in February. “We’re always trying to do things ‘better’ in every aspect of our company. Whether we’re developing our e-commerce platform, completely rethinking the frozen pizza market, or using responsible packaging to keep trash out of landfills.
Let’s go back to earlier this month, when GA Pizza is still expanding. Propel Natural Brands, a CPG, better-for-you, and natural foods food broker that specializes in full sales management of the Canadian market for natural and niche product makers, and the company announced their new alliance on August 4. According to Mr. Lalani, the collaboration will expand GA Pizza’s retail reach across Canada and strengthen its retail strategy.
“We’re always coming up with new ideas to provide customers with pizza experiences that are unmatched,” he stated. “We’re redefining pizza night for pizza lovers everywhere and creating a new premium frozen category.” Our alliance with Propel Natural Brands will enable us to obtain more industry contacts and ties, which are essential to GA Pizza’s development and future.
On August 5, a day later, GA Pizza unveiled a brand-new direct-to-consumer website with a one-time buy option for its naturally leavened, freshly frozen pizza. In addition to a new “Skip Next Delivery” option, customers can also choose to extend the frequency of delivery to 4, 6, or 8 weeks (available for all stack sizes) on the website. The company’s redesign, which includes an expansive new color palette, expressive typography, organic graphics, and a new GA Pizza logo and siren, is also previewable on the new website. According to Mr. Lalani, the new brand system would be visible on all platforms.
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“We required a brand that could travel with us and connect with our pizza enthusiasts wherever they may be,” he stated. In addition to our restaurant, there are pop-up pizza experiences, retail shelves, and doorsteps. As we continue to grow and elevate pizza to new heights, the new GA brand perfectly captures the adaptability we require.