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General Assembly Pizza secures $13M in funding to scale up pizza subscriptions


February 19, 2021
By Canadian Pizza

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General Assembly Pizza began selling pizza subscriptions in fall 2020 and by early January 2021 had reached 2,000 subscribers. Photo: CNW Group/General Assembly Pizza

Toronto – Toronto-based General Assembly Pizza has closed an oversubscribed $13 million Series A round as it plans to scale up its pizza subscription service across Canada.

The funding round, led by Gravitas Securities Inc., far exceeded GA Pizza’s $3.5 million target.

Using these funds, General Assembly Holdings Limited intends to increase production to 5,000 units per day by the second quarter of 2021, and 10,000 units per day by the third quarter of 2021, allowing for significant growth of the company’s “GA Pizza Club” subscription membership base and scaling up of the company’s grocery sales across Canada.

The brand reported more than 2,000 subscribers by January 2021.

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Founder Ali Khan Lalani in 2017, steered GA Pizza through the first stages of the COVID-19 pandemic with strategic pivots into consumer packaged goods and grocery, which led to the development of a ready-to-eat frozen pizza line, and later, adding on a direct to consumer offering with their innovative pizza subscription service.

GA Pizza, which was featured in the November/December issue of Canadian Pizza, also plans to offer more plant-based products and work toward sustainability 100 per cent divertible consumer packaging.