Two More Fast Casual Pizza Brands Merge

Firenza

Two fast casual pizza brands are joining forces.

Firenza Pizza and Persona Wood Fired Pizzeria announced they are combining under the Firenza Pizza name this spring.

Firenza CEO Dave Wood, who has more than 35 years of industry experience, including award-winning work as a Domino’s franchisee, will serve as CEO. Co-founder Dave Baer, the brand’s president—also a former Domino’s franchisee—is moving into the chief operating officer role.

Persona Wood Fired Pizzeria’s Glenn Cybulski is becoming executive chef and pizzaiolo. Cybulski is a certified Italian Pizzaiolo. He founded Persona Wood Fired Pizzeria in 2014.

Firenza currently has six locations with more in the pipeline for 2017. Persona Wood Fired Pizzeria has seven as it transitions branding in the coming year. The deal will give Firenza 13 open locations with close to 30 expected by the end of 2017. Additionally, the restaurant has deals signed for more than 100 units.

“There is such a great excitement about these two companies coming together under the Firenza Pizza name. With an experienced leadership team, a high quality product, and incredible growth potential within this segment of the restaurant industry, we're incredibly enthusiastic about the momentum that Firenza Pizza is cooking up," says Wood in a statement.

This isn’t the first time fast casual pizza competitors have merged. In June 2016, Pieology purchased Project Pie, making it the first brand in the fast-casual pizza segment to consolidate one of its major competitors.

Since its founding in 2014, Firenza has focused on build-you-own pizzas. Guests can create their own pie as the freshly made pizza moves down the line. The dough to the toppings are cooked in front of guests. Artisan-crafted meats, locally sourced vegetables, Italian tomatoes, and Caputo “OO” flour ground and imported from Naples, Italy, highlight the brand.