What is ‘fast-fine’ dining?

Posted Feb 9th, 2017

How MidiCi The Neapolitan Pizza Category invented a new dining category and disrupted the fast casual pizza franchise segment

An olive tree sets the backdrop for guests sitting at tables and checking out at the end of the open-concept kitchen counter.
Once you walk inside, there’s simply no denying we are disrupters in the pizza franchise marketplace.

The fast-casual pizza segment is one of the fastest-growing food categories. A lot of players are entering the field because they’ve figured out how to serve pizza that’s cost-effective but still offers value to the consumer. These largely undifferentiated chains appear to be striving to become the Chipotle of the pizza segment.

That’s never been our goal. Since we opened our flagship location in 2015 in Los Angeles, MidiCi The Neapolitan Pizza Company has broken away from the conveyor belt assembly line pizza in favor of a unique blend of a 300-year-old pizza tradition. We focus on bringing people together to share high-quality Italian food in an atmosphere of laid-back elegance. It’s an experience you could find in a fine dining restaurant, but we still provide value to the guest as well as healthy profit margins for our franchise owners.

MidiCi The Neapolitan Pizza Company is so far removed from the cookie-cutter fast-casual pizza concepts that we had to create a new category to describe who we are: “fast-fine.”

“A few years ago, I traveled to Naples and experienced first-hand the rich culture behind the art of Neapolitan pizza,” says Amit Kleinberger, Co-Founder and CEO. “I knew then that we could bring this unique cuisine to guests in a way that would allow them to personalize it, but still preserve the essence of Neapolitan pizza — the passion, the process, the authentic flavors.”

Authentic food that’s fast

Everything on our menu is made from non-GMO ingredients, which speaks to the authenticity of the dining experience. When what we know as modern-day pizza was invented in Naples, Italy, some 300 years ago, they used the ingredients that were available, freshly grown and produced. We take great care to ensure the quality of our food and go the extra mile to prepare it fresh on-site. We want our guests to experience every flavor at its peak, just like the Neapolitans have for centuries.

The most important thing to consider about the “fast” part of fast-fine? The pizzas cook in about 90 seconds. That’s because they’re fired in our wood-burning ovens that reach temperatures of 900 degrees, which bakes the dough through and kisses the crust with just the right amount of char. That 90-second bake time allows franchisees to serve guests quickly, exceeding their expectations for both food quality and speed of service.

Hot espresso is being poured over two scoops of vanilla gelato in a white china cup.
Italian-roast espresso poured over sweet vanilla gelato is just one of the upscale desserts on our menu, which includes high-quality fare you’d expect to find in a fine dining restaurant.

In addition to our pizzas and salads, guests can enjoy appetizers like fresh artisan burrata, a semi-soft Italian cheese made from mozzarella and cream that pairs well with everything from beets and balsamic reduction to melon and proscuitto. To round out their fine dining experience, they can choose drinks from our extensive wine and craft beer lists and top off their evening with gourmet Italian coffee and desserts such as affogato, made with gourmet Leo Leo Gelato in a pool of our rich housemade espresso.

An atmosphere fit for our food

The “fine” part of fast-fine speaks to our atmosphere. When you walk into our flagship location on Ventura Boulevard in Los Angeles, you will be struck by two things: the warmth, and the openness. Our open-concept kitchen is at the heart of our operation, and it lets us interact with guests as they choose their pizza toppings and other menu items.

A live olive tree grows in the middle of our restaurant, evoking a cozy Italian courtyard. From the exposed beams on the to the indoor/outdoor fireplace, MidiCi The Neapolitan Pizza Company is designed to foster a sense of community, to encourage friends and family to deepen their bonds over outstanding food.

Our fast-fine atmosphere is also unique in the marketplace because we attract the dinner crowd, which tends to spend a little more. The average fast casual pizza franchise is going almost exclusively for the lunch daypart.

When you walk into MidiCi The Neapolitan Pizza Company, it’s immediately apparent that we’re passionate about our pizza, and we’re even more passionate about people. Our motto is, “People are the best thing that can happen to anyone.”

A cheese and basil pizza fresh out of the oven is in the foreground as an out-of-focus pizzaiola in the background holds the pizza peel toward the camera.
MidiCi The Neapolitan Pizza Company uses only non-GMO ingredients in our pizzas, salads, appetizers and desserts.

Join MidiCi

If you’d like to learn more about the opportunity to go above and beyond the fast casual pizza franchise segment, please fill out the form on this page to download our free franchise report or visit the research pages at www.MyMidiCifranchise.com.