>> Ilir Sella has a passion for pizza.>> I'm third generation in the pizza industry. My grandfather, my father, my uncle, they own a pizza restaurant in Manhattan in the 1970s.>> Back in 2010, the Staten Island native worried that giant national pizza chains Domino's and Pizza Hut were crushing his favorite mom and pop shops.
So Sella launched a pizza delivery app called Slice. I'm Alva French in New York, home to hundreds of pizzerias Pizza delivery is kinda taken for granted here. But the Slice pizza app isn't just going after those Big Apple pizza joints. They're actually going to underserved pizza shops in small town USA, where those ma and pop shops are trying to battle and hold their own in the lucrative pizza wars.
>> There's about 45 to 50,000 local pizza restaurants around the country that have been around for generations. And we partner with local pizza restaurants to be able to make their business more efficient. To bring technology and marketing to this category that is completely, more or less, off the grid today.
>> It's a strategy that's attracting interest. He says he's secured seed funding of $20 million and hired Ryan Scott, former CMO of Seamless and SoulCycle, to be his new Chief Marketing Officer. The Slice team also leverages consumer data to help pizzerias get to know their customers. So they're even able to notice surges in delivery around popular Netflix premieres, like Black Mirror and Master of None.
True to his roots, Sella keeps close tabs on some of his earliest pizza partners. Billy's Pizza & Pasta in Crown Heights, Brooklyn is one of them.>> In fact, when people say it's plain cheese, I get offended. There’s a lot of richness to a great cheese pizza. It's not plain, it's actually incredibly rich.