The MidiCi The Neapolitan Pizza Company Story
Fast-fine pizza franchising puts a laid-back spin on Italian fine dining
The first MidiCi The Neapolitan Pizza Company pizza franchise location opened in Sherman Oaks, California, in 2015. We were immediately greeted with rave reviews:
“Whoa! I went to this place with high expectations and they were definitely exceeded! … We went on the 6th day it’s been open and there was a line outside. We patiently waited and one of the chefs came down and offered us menus to look at while we waited (I saved mine – so I can drool over what I’m gonna order next time) … Anyway, between debating the menu and watching the people crafting the pizzas – I was really taken aback by how great the restaurant looks!” — Sam L., Yelp review
MidiCi The Neapolitan Pizza Company was created because the team that grew Menchie’s into the world’s largest self-serve frozen yogurt brand saw another opportunity to grow a great brand that could bring people together. MidiCi The Neapolitan Pizza Company was conceived at the dawn of the fast-casual pizza era. Others brought their concepts to market a little faster than MidiCi The Neapolitan Pizza Company, but we waited, determined to take the time to build a concept that would excite guests by offering unique food and an unparalleled experience.
We occupy a unique niche within the $46-billion-a-year pizza industry. Delivery giants like Pizza Hut, Domino’s and Papa John’s compete with each other by offering low prices and direct-to-your-living room service. Other fast-casual pizza franchise opportunities have tried to position themselves as higher-quality, healthier alternatives while keeping prices low and offering a bare-bones dining experience. No pizza chain has ever owned the premium space — and that is the segment of the market that MidiCi The Neapolitan Pizza Company is designed to fill. Are our prices a little higher? Yes, a touch. Is our quality better? Drastically so. Is our brand positioning unique?
The experience we deliver for our guests is incredibly unique. It’s the difference between being delivered a pizza in a cardboard box to eat while watching TV in your living room, versus the experience of having a Neapolitan pizza cooked in a wood-fired oven while you watch, delivered to you on porcelain plates, in a sleek dining room full of smiling friends gathered under a large olive tree. Those old pizza chains can have the living room experience. We want to get people out of their houses, into their community, and among their friends.
Neapolitan pizza franchises show tremendous attention to detail
To truly separate ourselves from the pack, and to create a world-class experience that would invite friends to return to MidiCi The Neapolitan Pizza Company again and again, our leadership team made a commitment to quality. Our Neapolitan pizza is made the way Italians have been making it for more than 300 years. The dough uses only four ingredients: highly refined double-zero flour, purified water, sea salt and yeast. Pizzaiolos stretch the dough and press a fresh crust for each guest. Our sauce is made of peeled and crushed non-GMO tomatoes imported from Italy. Our olive oil is cold-pressed and extra-virgin.
While personalized pizzas drive business for MidiCi The Neapolitan Pizza Company, the diversity of the menu is one of the things that pushes us beyond fast-casual pizza competitors and into the realm of casual Italian fine dining. Friends can enjoy appetizers such as our House Marinated Olives (kalamata, gaeta, castelvetrano, and black olives in olive oil with lemon and orange zests and fresh garlic); our House Meat Board (black truffle salami, prosciutto di Parma, spicy Italian salami, and rosemary ham); or our House Cheese Board (black truffle cheese, smoked mozzarella, goat cheese, gorgonzola, and Parmigiano-Reggiano served with fresh pears, King Valley walnuts, organic honey and wood-fired ciabatta bread).
Light eaters can choose from a large array of specialty salads, or they can choose ingredients for their own MidiCi The Neapolitan Pizza Company salad creation. Friends who want something rich can enjoy burrata, an Italian cheese made from mozzarella and cream that we prepare several different ways, such as with purple kale, grape tomatoes, and homemade pesto; with melon and prosciutto; or with beets and balsamic vinegar.
With their meal, friends can choose from a collection of draft beers that include local craft selections, as well as a selection of wines. After their entree, they can enjoy a Nutella® Calzone or gourmet Italian gelato drowning in espresso.
The menu sounds delicious, and the kitchen techniques we employ ensure that the flavors are at their peak. Our 900-degree wood-fired ovens give our pizza crusts a crisp and chewy consistency, and our 90-second cook time allows the high heat to bring out the flavors of toppings without drying ingredients out. Our meats are cut with The Vittoria, a premium hand-operated slicer that keeps the cutting blade cool, leaving the flavors of the meat pure and ready for salads, our meat plate or the pizza oven. Our espresso is hand-pulled using a manual espresso machine, which gives baristas control to create the perfect shot.