Canadian Pizza Magazine

Toronto’s General Assembly Pizza welcomes Breadhead bakery and Sam James Coffee Bar

By Canadian Pizza   

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Starting June 10, General Assembly Pizza will extend its opening hours, serving Toronto independent coffee roaster Sam James coffee and freshly baked pastries from Lucy Kirby’s Breadhead. Photo: Daniel Neuhaus, CNW Group/General Assembly Pizza

Toronto – Fast-casual pizza concept General Assembly Pizza is partnering with Sam James Coffee Bar and Breadhead Bakery to offer customers a wider range of products. Starting June 10, General Assembly will extend its opening hours, serving independent coffee roaster Sam James coffee and freshly baked pastries from Lucy Kirby’s Breadhead.

This partnership brings together the three established culinary brands under one roof. Guests can now enjoy a cup of coffee from Sam James Coffee Bar alongside Breadhead pastries while at the General Assembly Pizza location.

General Assembly Pizza, known for its naturally leavened sourdough, offers handmade 10-inch pizzas, customized salads, snacks, an Ontario-focused wine and beer list and cocktails. The goal is to create a Toronto-centric mini marketplace in downtown Toronto, the pizza company said in a news release.

“We’re excited to expand our offerings and provide our customers with a space to relax, enjoy great food and a strong sense of community,” said Ali Khan Lalani, owner of General Assembly Pizza. “By partnering with Sam James Coffee Bar and Breadhead, we’re able to offer the best of all worlds – exceptional coffee, perfectly crafted pastries, delicious pizza and our signature hospitality.”


General Assembly Pizza sold its frozen pizza business in April 2023 and no longer produces or sells frozen pizzas. The team’s focus is now entirely on the restaurant.

Sam James Coffee Bar will supply General Assembly Pizza with its signature blends, coffee and equipment. Breadhead is also known for its artisanal, naturally leavened bread and pastries made with the local and organic ingredients. Breadhead will provide a rotating selection of freshly baked goods, including croissants, crullers and their signature bagel bombs.

“My favourite thing about General Assembly pizza is that it’s a perfected classic – like our coffee,” said Sam James, owner of Sam James Coffee Bar. “It just makes sense to work together, to provide an authentic Toronto experience combining warmth and competence. Bringing Breadhead on board, who only sources local ingredients, really just adds the chocolate to the croissant.”

“I am incredibly excited to partner with the General Assembly because Ali and I have both had to hustle to get where we are,” added Lucy Kirby, founder of Breadhead. “That’s true passion and that’s the kind of people I like to partner with – we’re all fans of each other!”

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