There’s still more build-your-own Neapolitan pizza on its way to Los Angeles, thanks to a new concept from the CEO of Menchie’s frozen yogurt. The flagship location of the fledgeling brand, called MidiCi, is slated to hit Sherman Oaks on Saturday, May 23.
The idea, says CEO Amit Kleinberger, is to marry a more upscale environment with the low price points and casual nature of other, more laid back quick-fire pie operators. In short, they want to make every MidiCi's look like the beautiful 800 Degrees in Old Town Pasadena.
At their opening location in Sherman Oaks, MidiCi will play true to their concept with a 4,000 square foot space that features a curved bar, an imported wood-fired oven, and a living 21-foot olive tree. The restaurant was actually designed by none other than Sam Marshall, one of the eyes behind spots like République and Gjelina.
The menu at MidiCi follows the familiar format: personal twelve-inch pies begin at a cheap base price (here, $7) and individual toppings cost extra. There’s even an active beer and wine license all ready to go for the Sherman Oaks location on the corner of Ventura Blvd. and Cedros Avenue, at the site of a former Aahs!! retail store.
Kleinberger says that the concept already has franchisees lining up, and there are plans to build a couple thousand stores in a decade or less. There are, according to the man behind the popular nationwide froyo brand, deals already in place for MidiCi’s in Michigan, Florida, Texas, and beyond, which means the nationwide glut of fast-casual Neapolitan pizzas may not be going anywhere.
MidiCi Neapolitan Pizza
14612 Ventura Blvd.