TORONTO--(BUSINESS WIRE)--General Assembly Holdings Limited (the “Company” or “GA Pizza”) (TSXV: GA), a fast-casual, Toronto pizza restaurant turned omnichannel consumer packaged goods (“CPG”) brand, has launched a new direct to consumer (“DTC”) website for pizza lovers, which includes a highly anticipated one-time purchase option for their freshly frozen, naturally leavened pizza. The new website also showcases a fresh new look courtesy of a dynamic rebrand, including a new expansive colour palette, expressive typography, organic illustrations, and a new GA Pizza logo and siren. The new brand system will be seen across all channels, says GA Pizza Founder and Chief Executive Officer Ali Khan Lalani, “We needed a brand that could go everywhere with us and meet our pizza lovers wherever they are. From the retail shelf to doorsteps, to pop-up pizza experiences, and of course, our restaurant. The new GA brand exemplifies the versatility we need as we continue to scale and take pizza to new heights.”
Ali Meyer, Creative Director for GA Pizza, adds, “Expanding our offering and developing a consumer packaged goods line created new consumer touchpoints and sparked new conversations around how our brand should be experienced. Our new system is as bold, maximal, and fun as pizza is to all of us.” GA Pizza’s new logo, a winged pizza box, celebrates and elevates a timeless pizza ritual. The logo, named Levain, is a nod to the company’s mission of delighting pizza lovers through pizza experiences; from a pizza box with more than one pizza in it, to carving out an entirely new CPG category—premium freezer-to-table pizza—to address a growing segment of pizza lovers who crave quality and convenience without compromise.
Coming off a record-setting Q2 with frozen pizza sales up 70% over Q1, GA Pizza developed a true omnichannel brand experience that functions effortlessly across multiple environments, from retail applications to digital environments. Paired with enhanced eCommerce capabilities and a new path to purchase, it signals a next chapter for the company, as GA Pizza scales into retail and develops a complementary DTC experience. While the DTC channel is a space for GA Pizza’s community to thrive and grow—it also drives innovation across the company, with rapid feedback loops and instant access to consumer behaviour and insights. GA Pizza’s new eCommerce offerings were largely driven by subscriber feedback—with convenience and customization cited as key needs. New offerings include:
- A one-time purchase option: a convenient new path to purchase for pizza lovers who want to enjoy GA Pizza’s premium home delivery pizza experience on-demand, whenever they want it
- For subscribers, added convenience and control features to accounts—increasing delivery frequency options to 4, 6, or 8-week delivery (available for all stack sizes), and a new ‘Skip Next Delivery’ option
- Carbon offsets for all home deliveries
Today’s announcements arrive on the heels of GA Pizza securing a new master production facility and a new food brokerage partner, Propel Natural Brands. As the company continues to scale, GA Pizza remains steadfast in its commitment to be ‘better’ and contribute to a healthy planet. Beginning today, GA Pizza is measuring and offsetting all carbon emissions for their home delivery, and aims to implement a company-wide carbon neutral strategy by Q4. GA Pizza has partnered with Carbonzero, a leading Canadian carbon solutions provider that supports companies in measuring and reducing their carbon footprint.
About GA Pizza
GA Pizza began its life as a fast-casual pizza restaurant in the heart of Toronto. Three years later, we also offer a freezer-to-table consumer packaged goods line and a revolutionary direct-to-consumer eCommerce experience—not to mention a pizza box with more than one pizza in it. Our ambition? Make delicious pizzas available to everyone, everywhere. We’re always working to take pizza to new heights—from showing the world that better pizza is possible, to finding new spaces and places to deliver unrivaled pizza experiences. Find us in your freezer or visit gapizza.com for more information.
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This press release contains statements which constitute “forward-looking information” or “forward-looking statements” (together “forward-looking information”) within the meaning of applicable securities laws, including statements regarding the plans, intentions, beliefs and current expectations of the Company with respect to future business activities and operating performance. Forward-looking information is often identified by the words “may”, “would”, “could”, “should”, “will”, “intend”, “plan”, “anticipate”, “believe”, “estimate”, “expect” or similar expressions and includes information regarding anticipated increases to the Company's production capacity at the master facility and the Company's growth strategy.
Investors are cautioned that forward-looking information is not based on historical facts but instead reflect the Company’s management’s expectations, estimates or projections concerning future results or events based on the opinions, assumptions and estimates of management considered reasonable at the date the statements are made. Although the Company believes that the expectations reflected in such forward-looking information are reasonable, such information involves risks and uncertainties, and undue reliance should not be placed on such information, as unknown or unpredictable factors could have material adverse effects on future results, performance or achievements of the combined company. Among key factors and risks that could cause actual results to differ materially from those projected in the forward-looking information may include, without limitation, the following: there being no market for the securities of the Company; the Company’s limited operating history; global economic risk; COVID-19’s impact on the Company; the general economic environment; cybersecurity risks; financial projections may prove materially inaccurate or incorrect; the Company may experience difficulties to forecast sales; general competition in the industry from other companies; management of growth-related risks; reliance on management; risks relating to insurance; changes in food and supply costs could adversely affect profitability and ultimately our results of operations; our business could be adversely affected by increased labour costs or difficulties in finding suitable employees; changes in customer tastes and preferences, spending patterns and demographic trends could cause sales to decline; changes in nutrition and food regulation; failure to establish our master production facility; failure to expand production capacity; disruption at our facilities; government regulation of the food industry creating risks and challenges; risk associated with food safety and consumer health; changes in internet and social media search algorithms; risks associated with leasing commercial and retail space; third party reliance for shipping and payment processing; environmental laws; we may not persuade customers of the benefits of paying our prices for higher-quality food; our marketing and advertising strategies may not be successful, which could adversely impact our business; requirements for further financing; the Company may prioritize customer growth and engagement and the customer experience over short-term financial results. This forward-looking information may be affected by risks and uncertainties in the business of the Company and market conditions.
Should one or more of these risks or uncertainties materialize, or should assumptions underlying the forward-looking information prove incorrect, actual results may vary materially from those described herein as intended, planned, anticipated, believed, estimated or expected. Although the Company has attempted to identify important risks, uncertainties and factors which could cause actual results to differ materially, there may be others that cause results not to be as anticipated, estimated or intended. The Company does not intend, and does not assume any obligation, to update this forward-looking information except as otherwise required by applicable law.