Operations

General Assembly Pizza reimagines flagship pizzeria

Provided

December 3, 2021

General Assembly's flagship pizzeria has been reimagined in downtown Toronto.

The restaurant, at 331 Adelaide Street, has been the cornerstone of the GA Pizza brand since opening its doors in late 2017. When the COVID-19 pandemic halted indoor dining, it became the test kitchen and production line for the innovative flash-frozen pizzas that now drive the company's fast-growing retail and direct-to-consumer CPG business. And now that pandemic restrictions have eased and CPG production has moved to a dedicated facility, the restaurant is evolving once again, according to a press release.

The redesign features a fully renovated space, a refreshed menu and a general store stocked with take-home items.

"Everything we do is for the love of pizza, and from the moment we served our first Loving Cup pie four years ago, the restaurant has been the heart of that mission," Ali Khan Lalani, founder and chief executive officer of GA Pizza, said in the release. "It has always been a space of joy, of innovation and of discovery — an easy place for people to come together to enjoy a delicious meal. Our latest reinvention builds on that in a truly exciting way."

The restaurant boasts refreshed food and beverage menus, developed by Chef de Cuisine Nicholas Morra (formerly of Paris Paris, Chantecler and La Banane), working side-by-side with Corporate Executive Chef Curt Martin and Hospitality Operations Lead Quentin Meloff.

"Our menu delivers the classic recipes GA Pizza fans have come to crave, of course, but it also introduces several fun and tasty new items we can't wait for people to try," Nicholas Morra, chef de cuisine at General Assembly, said in the release. "We've obsessed over every detail, from our hand-grated cheeses to our organic tomatoes. And we've added some creative, and genuinely delicious, choices for plant-based and meat-free diets."

GA Pizza also offers a freezer-to-table consumer packaged goods line and a revolutionary direct-to-consumer eCommerce experience.