Chalhoub Group Has Brought Artisanal Pizza Brand “Alice Pizza” to La Mer

Chalhoub Group Has Brought Artisanal Pizza Brand “Alice Pizza” to La Mer
Category: Food & Beverage

Alice Pizza to bring flavours of Rome to La Mer Dubai

Alice Pizza to bring flavours of Rome to La Mer Dubai

Mamma mia! Say hello to Dubai’s first Roman-style pizzeria serving artisan pizza by the slice

Alice Pizza (pronounced “Ah-LEE-cheh), Rome’s authentic pizzeria ‘al taglio’ (by slice) will be opening its doors in La Mer, Dubai’s trendy beachfront development this January.

With more than 140 locations in Italy, it will be the first Middle East outlet of the casual Roman pizzeria where founder Domenico Giovannini uses a patented technique for his pizza giving the dough a 48-hour rise with limited amount of yeast. The result is a light and digestible pizza crust that will leave you wanting more than one slice.

Alice Pizza also brings in the concept of sliced pizza by weight. In fact, according to the Roman tradition, pizza is not to be sold in slices, but cut according to the customer’s instructions, then weighed and tasted. So each customer gets to choose the type and size of their slices, allowing foodies to explore the menu and not miss out on any of the delicious flavours.

With a selection of up to 20 mouth-watering authentic Italian recipes rotated on a regular basis and served fresh and hot out of the pizza oven, pizza enthusiasts are set to delight in Alice’s offering that has won over the staunchest of pizza traditionalists.

Remember, a wise man once said: you can’t buy happiness but you can buy pizza - and that’s kind of the same thing!

Alice Pizza - Founder Bio

The history of Alice Pizza begins in Rome with the entrepreneurial initiative of Domenico Giovannini and his passion for catering, cultivated during his catering studies and fulfilled during his career in several high-level companies of this industry. From the earliest times and for over twenty years, Domenico has been focusing on the experimentation of different production techniques and their constant improvement, until he reached the pizza we know and love today.

The first pizza by slice shop was opened in Via delle Grazie, near San Pietro. It was 1990. Over the following years, Domenico has launched many other businesses while also helping many young entrepreneurs, sharing with him the passion for pizza, to open new points of sales via franchising or by providing direct support to them.

The year 1999 represents a turning point for Alice Pizza, thanks to the opening of the point of sale in Via Lazio, in the central area of Via Veneto, followed by the openings in Via Romagna, Via Marche, Via Flavia and Via di San Basilio. The inauguration of these new pizzerias, located in the centre of Rome, allows Alice Pizza to become a household name, especially for the quality of its product.

In 2002, the brand of Alice Pizza was registered: now Domenico owns the trademark and grants the exclusive license to Me & Alice S.r.l., a franchise management company. It is Domenico who also handles the development of the chain in Europe through direct management and franchising.

Since 2006, Alice Pizza has arrived in another important, crowded place: the shopping centre. The first opening in this framework is that of Porta di Roma. After the success achieved in the short term, Domenico decides to open up other pizzerias in other renowned shopping centres in the capital city and in the province: Tiburtino Shopping Center, Euroma2 and Aprilia2. A wide range of customers knows and appreciates Alice Pizza for its high-quality service and the care in every detail, which makes it stand out from the typical restaurants of a shopping centre.

Since 2012 Alice Pizza has increased the number of pizzerias in the area of Rome, covering the whole area of the city, from the old city centre to the suburbs. The moment is come to step out of the capital city, focusing on the rest of the peninsula and offering the roman-style pizza by slice to the most important Italian cities and towns, becoming very popular beyond all expectations.

The strength of Domenico’s idea is creating, through the sharing of his expertise, an “artisan” franchise in which pizza chefs and affiliates, starting from a common training, succeed in expressing their individual creativity.