It’s fantastic news for pizza lovers as downtown Toronto’s beloved General Assembly Pizza has just unveiled the world’s first pizza subscription service at gapizza.com, offering free home delivery for stacks of four, six, eight or 10 pizzas, from $39 per order and going as low as $9 per pizza.
The pizza joint first opened in 2017, as a cutting-edge fast-food hub in the heart of Toronto’s Entertainment District. Today, it is a new kind of pizza club, that creates a unique pizza experience extending beyond their restaurant doors — including a premium frozen pizza product line available at grocers across Ontario and customized catering.
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Speaking about starting the world’s first pizza subscription service, founder & CEO Ali Khan Lalani shares that e-commerce was a natural expansion of the chain’s already-dynamic consumer offering.
“In 2020, providing the best guest experience means General Assembly Pizza has to be more than a restaurant. Since opening our doors in 2017, we have pushed for our best in every way possible — that’s why our dough is 100 per cent naturally leavened, that’s why we have a purpose-built 400-square-foot pick-up and delivery area, and that’s why we’re launching a direct-to-consumer subscription-based e-commerce platform today,” Lalani says. “I’m proud to say that after almost six months of planning, many roadblocks and countless pivots — all while maintaining our day-to-day restaurant operations amidst a pandemic — we have done it. Along the way, we’ve connected more than ever with our community, and we look forward to bringing a little of that original General Assembly guest experience back into their day-to-day lives, at home.”
The idea of a direct-to-consumer subscription model was born out of the effective launch of GA’s premium frozen pizza line this spring, developed by General Assembly executive chef Curt Martin. “Food quality and forward thinking is what drives our team. Whether it’s made-to-order or frozen, our pizza is entirely handmade, chef-prepped and fired in our hand-built, made-in-Italy brick ovens,” says Martin, who will also be fronting menu innovation, with a focus on increasing vegetarian, plant-based and pork-free options.
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Their subscription menu, as of now, highlights General Assembly Pizza’s frozen line (Mila Margherita, Sweet Heat, The Cheese Wizard, among others) while the kid-friendly menu features four classic vegetarian pizzas, including a subscriber-only plant-based pizza, ‘Garden Smash.’ And the pizzas require no kitchen preparation. Just five to seven minutes in a conventional oven or grilled on the barbecue., and you are all set for pizza night!
A convenient offering for busy professionals, pizza lovers and parents, subscribers of General Assembly Pizza can choose their monthly pile in one go or they can change, pause, and even cancel their subscription at any time. The pizzas would be delivered to the consumer’s doorstep in a temperature controlled recyclable box, ensuring contactless delivery and package tracking. With plans to expand the delivery zone to core areas of the GTA, their service now covers all postal codes across Toronto beginning with an ‘M’, such as: Downtown Toronto, Scarborough, North York, East York, East Toronto, West Toronto, York and Central Toronto.