Fast-casual pizza franchise CEO explains how MidiCi The Neapolitan Pizza Company creates a memorable, personable experience
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. After a successful run with a franchise like Menchie’s, most executives would slow down and focus on the current franchise and its many ins and outs — but not Amit. He debuted MidiCi The Neapolitan Pizza Company, a Neapolitan-style, “fast fine” pizza franchise in the Los Angeles region earlier this year, and the new business is already 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 — without the media. Our pizzas and other menu items adhere to strict gastronomic rules 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 800 to 1,000 degrees — to bake pizzas to perfection in just 90 seconds.
MidiCi Franchise Opportunities: elevating the guest experience
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, albeit boring, concept and breathed new life into it by creating a more personalized, memorable experience for guests.
“Guests, especially Millennials, are craving customization,” 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 mass customization is something Amit took to heart when he designed MidiCi The Neapolitan Pizza Company. At our restaurant, guests are able to pick and choose from a variety of fresh, healthy 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. We are moving away from Ray Kroc’s approach, which was to serve a high volume of people, but at the sake of quality. 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 for a stagnant industry
“I believe that delivering something more than you expect is the only way to create something special,” Amit says. “If you give the ordinary, you don’t stand any chance that it is special. I do things for a reason, not just for the sale. My goal is to make an impact, to change something.”
Amit has taken this philosophy and applied it to the MidiCi The Neapolitan Pizza Company business model. The “fast fine” pizza franchise presents a modern update for a fast-fine industry that is saturated with low-quality, non-personalized fare. Our approach is answering the desires of a new generation of consumers that wants to eat quality, healthy food in an environment that’s conducive to their lifestyle.
“The whole world is going in this direction,” Amit says. “The value brands are going away. New brands and new names are all about Millennials, and I built MidiCi to fit the Millennial market. It’s the next generation of restaurants.”
Who should purchase a MidiCi The Neapolitan Pizza Company Franchise?
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 MidiCi The Neapolitan Pizza Company 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
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