General Assembly Pizza Launches Subscription Service


TORONTO — Toronto’s General Assembly Pizza (GA) has launched the world’s first pizza subscription service. The GA pizza subscription offers free home delivery for stacks of four, six, eight or 10” pizzas, from as little as $39 per order and as low as $9 per pizza. The service is available in Toronto (i.e. all postal codes that start with the letter ‘M’), with plans to expand throughout Ontario in 2021.

The direct-to-consumer subscription model builds on the successful launch of GA’s premium frozen-pizza line this spring, developed by GA executive chef Curt Martin, which features six 100-per-cent naturally leavened pizzas that cook at home in five to seven minutes. GA’s newest plant-based pizza, Garden Smash, is also available exclusively through the GA pizza-subscription offering.

“Since opening our doors in 2017, we’ve pushed for the best guest-experience possible — that’s why our dough is 100-per-cent naturally leavened, that’s why we have a purpose-built 400-sq.-ft. pickup and delivery area, and that’s why we’re launching a direct-to-consumer subscription-based ecommerce platform,” says GA founder & CEO Ali Khan Lalani. “In 2020, providing the best guest experience means General Assembly Pizza has to be more than a restaurant. 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’ve 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 GA guest experience back into their day-to-day lives, at home.”

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