Interview with MidiCi The Neapolitan Pizza Company CEO Amit Kleinberger

Fast-casual pizza franchise CEO explains how MidiCi The Neapolitan Pizza Company creates a memorable, personable experience

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Amit Kleinberger, CEO and Founder of MidiCi The Neapolitan Pizza Company, has created a franchise whose mission is to bring friends together.

MidiCi The Neapolitan Pizza Company CEO Amit Kleinberger is no stranger to franchising. Amit established the Menchie’s franchise as a frontrunner in the frozen yogurt category, and he is now exploring the possibilities of pizza with MidiCi The Neapolitan Pizza Company, his newest endeavor. He debuted MidiCi The Neapolitan Pizza Company, a Neapolitan-style, fast-fine pizza franchise in the Los Angeles area, in 2015, and the business is receiving a lot of attention.

“When you see something good, you recognize it,” Amit says. “After traveling to Naples and experiencing the culture behind the art of Neapolitan pizza-making, I wanted to bring this unique cuisine to guests in an original way that preserved the flavors, passion, process, history, and essence of Neapolitan pizza. With the opening of MidiCi The Neapolitan Pizza Company, we are taking an important step in establishing ourselves as a leader in the unique Neapolitan pizza category and setting the tone for becoming America’s household name in true Neapolitan pizza.”

At MidiCi The Neapolitan Pizza Company, we combine our fast-fine Neapolitan pizza with sleek style and social spirit to create a dining experience that’s centered around social engagement rather than social media. Our pizzas and other menu items adhere to Neapolitan traditions and are made using only the finest, freshest ingredients to deliver a taste of quality and authenticity. Our mission is to bring friends together. We’ve created a pizza franchise opportunity with visual appeal and a warm, inviting atmosphere to encourage guests to connect, socialize and enjoy the moment. We want to be known for bringing people together, and we firmly believe that, as our tagline states, “People are the best thing that can happen to anyone.”


Inspired by his travels throughout Naples, Amit seeks to bring friends together with the historic, authentic taste of Neapolitan pizza. After all, pizza is not meant to be just eaten, it is meant to be shared, enjoyed, and celebrated — fostering real human connections, friendship, and togetherness. Pronounced Mee-Dee-Chee, MidiCi means, “You tell me!” in Italian, reflecting the concept’s core value of people telling each other about their lives and fostering friendships. The restaurant was designed to promote genuine interactions and reflect MidiCi The Neapolitan Pizza Company’s mission statement, “We Bring Friends Together.” Paying homage to the way Neapolitan pizza was made more than 300 years ago, MidiCi The Neapolitan Pizza Company uses traditional wood-fired ovens hand-built in Naples — with an internal temperature of 900 degrees — to bake pizzas to perfection in just 90 seconds.

MidiCi pizza franchise opportunities: Elevating the guest experience

A glimpse of what you'll get at our fast-casual pizza franchises!
A bit of char on the crust from our wood-fired ovens is the perfect example of Neapolitan-style pizza.

In a world that’s overrun with run-of-the-mill pizza chains, MidiCi The Neapolitan Pizza Company has stepped forward with a formula that has other fast-casual pizza franchises turning their heads. We have taken an existing concept and breathed new life into it by creating a more personalized, memorable experience for guests.

“Guests, especially Millennials, are craving personalization,” Amit says. “They don’t want a one-size-fits-all product. Look around the market at hugely successful restaurants. McDonald’s is adding touchscreens so guests can order a custom burger and get what they want. Go to a Starbucks, and you won’t see two guests order the same coffee or espresso drink.”

This increased demand for personalization is something we took to heart when we designed MidiCi The Neapolitan Pizza Company. At our restaurant, guests are able to pick and choose from a variety of fresh, quality ingredients to create a pizza exactly the way they want it. Our assembly-line approach gives us the quickness advantage of other pizza chains, but with a quality and taste that is unrivaled.

“The whole world is changing,” Amit says. “Businesses are no longer about business. At MidiCi The Neapolitan Pizza Company, we want people to spend as many hours as possible inside our restaurant. We are less interested in turning tables, and more interested in creating special moments.”

A fresh concept

MidiCi The Neapolitan Pizza Company embodies an elegance you won’t find in fast-casual pizza franchises.

We have taken to heart this philosophy of creating something special and applied it to the MidiCi The Neapolitan Pizza Company business model. Our fast-fine pizza franchise presents a modern update for a fast-casual industry that is saturated with quick-turn, low-quality fare. Our approach is to respond to the demands of a new generation of consumers that wants to eat fresh, quality food in an environment that’s conducive to their lifestyle.

“The whole world is going in this direction,” says Amit. “The value brands are going away. New brands and new names are all about Millennials, and we built MidiCi The Neapolitan Pizza Company to fit the Millennial market. It’s the next generation of restaurants.”

Who should purchase a MidiCi The Neapolitan Pizza Company franchise?

Even our CEO gets to work at a MidiCi pizza franchise!, Amit Kleinberger
It’s not unusual to find CEO and Founder Amit Kleinberger working in the kitchen of our flagship location in Los Angeles.

Business experience as an entrepreneur or experience in the food industry is important for prospective MidiCi The Neapolitan Pizza Company franchisees. Equally important, Amit says, is that prospective franchisees need to enjoy working directly with people and pride themselves on creating lasting bonds.

“My team is a group of people who love people,” Amit says. “They just happen to make great Neapolitan pizza.”

Amit explains that a MidiCi The Neapolitan Pizza Company franchise can work in many environments: urban, suburban or virtually anywhere a need exists for a business to create a communal environment that brings people together. Our franchise is designed to cater to many different crowds.

Learn more about our pizza franchise opportunities

For in-depth details about the franchise opportunity with MidiCi The Neapolitan Pizza Company, download our free franchise report or give us a call to start a conversation with us.