Alice Pizza

About

Official page of the first Alice Pizza Store in Philadelphia.

Story

The idea of entrepreneurial activity belongs to Domenico Giovannini, who has been cultivating his gastronomic passion for years while working in food service. The first pizzeria was opened in 1990 in Rome in Via delle Grazie, close to S. Peter’s.
Alice Pizza has expanded rapidly over the past years, covering the whole area of the city of Rome, from the historical center to the suburbs, as well as outside the outskirts of the capital.
In spite the fact that the idea of Franchising was innate in Alice Pizza project, it was licked into shape in 2012 thanks to numerous openings and an enormous commercial success.

The prime target for Alice was to spread roman pizza in Italy through pizza a taglio franchising system, which had a great potential for development.
The novelty of Giovannini’s idea consists in creating an artisanal franchising, where productive artisanal process can be duplicated in every store using high-quality ingredients and professional skills of the pizza chef, who express their creativity through cooking. Each store is productive, from the base ingredient – flour – to the final product.