Retailer of Week: Alice Pizza

Alice Pizza

Today, we are presenting to you our Retailer of WeekAlice Pizza, an Italian food & beverage chain. You have the chance to meet them at MAPIC this November and discuss with them tete-a-tete about their expansion plans.

Alice Pizza’s Story

Alice Pizza was founded in Italy in October 1990 by Giovanni Domenico, an Italian entrepreneur specialising in food & beverage industryThe first Alice takeaway pizza store was opened in Rome on the Via delle Grazie, near St Peter’s Basilica. The year 1999 was really significant for Alice Pizza, as lots of new stores were opened – in Via Lazio, in the central area of Via Veneto, in Via Romagna, Via Marche, Via Flavia and Via di San Basilio). In the beginning, all Alice Pizza’s stores were concentrated in business areas of Rome and were quickly appreciated by employees who could have fast, tasty and affordable meals during their lunch breaks.

Alice Pizza

During the following years, its founder Giovannini Domenico started helping a number of young entrepreneurs open new stores through affiliation or with direct participation.


Since 2006, Alice Pizza has been opening its new stores in commercial shopping centres. The first store of this kind was opened in Porta di Roma.  Rapid success pushed Giovanni to open new stores in other popular shopping centres in the capital and province.

Alice Pizza Store

In November 2002, the trade mark Alice Pizza was registered. Giovannini granted the license to Me & Alice Srl, a franchise managing company. Now he seeks to expand the chain to other European countries through direct management or in franchising stores.

Alice Pizza’s Expansion

In recent years, Allice Pizza continued to extend the list of its stores. They have been opening new stores in Rome and outside the Italian capital, for example, in Viterbo and Aprilia.

This autumn, they will be at MAPIC to share their projects and find new business opportunities. If you are interested in Alice Pizza’s concept, you can easily become a franchisee and open your own store (find more information here how to become a Alice Pizza’s franchisee). Don’t forget to use the MAPIC’s Online Database to book a meeting in advance with one of the company’s representatives.

Participate as a visitor or exhibitor!

Click here to see the current list of 2014 MAPIC exhibitors

Image credit:
Top image credit: Masson

About Author

James Martin

As Head of Social Media for Reed MIDEM, James Martin oversees social strategy and deployment for MIPIM and MAPIC shows, as well as MIPTV/MIPCOM (TV industry) and Midem (music industry). He is based in Reed MIDEM's Paris office.

Leave A Reply