As Slice House by Tony Gemignani grows via a national franchise program, the renowned pizzaiolo’s concept is building what it calls “a best-in-class martech stack,” including an AI component, to keep the momentum going.
Gemignani is one of the best-known pizzaiolos in the business and recently co-authored a new cookbook, The Pursuit of Pizza: Recipes from the World Pizza Champions. Once he started franchising Slice House, his name and fame have spurred speedy growth far beyond his San Francisco point of origin.
Slice House by Tony Gemignani officially started franchising in July 2022 and has since signed 124 multi-unit deals across the San Francisco Bay Area, Southern California, Texas, Utah, Colorado and Tennessee. As the brand continues to grow, with an anticipated 75 more units to be signed into development by the end of 2024, Slice House is rolling out cutting-edge technology and digital initiatives across the Slice House brand in the coming months. These include:
Updated Brand Identity: To meet the needs of the digital-first world, the Slice House logo has been modernized for readability, scalability and overall impact without compromising brand recognition. The brand’s iconic pizza slicer, while still integral to the logo, has been simplified, and the font has a more contemporary look and feel with a brighter, tomato-red hue.
New Website: The brand will roll out an all-new website that will “significantly improve the overall user experience in addition to providing an interface for online ordering and a new Slice House rewards program,” the company said.
Digital Marketing: Slice House will “optimize its digital experience” with Paytronix, the cloud-based digital guest engagement platform. Slice will develop a new online ordering platform with a user-friendly mobile app, “best-in-class” customer loyalty program and highly personalized email marketing campaigns.
Review Management: SOCi, the CoMarketing Cloud for multi-location enterprises, will streamline digital marketing efforts for the brand to increase online visibility as it continues to scale. In addition to managing local landing pages, this platform will allow Slice House to manage its presence across online listings and review channels, from Google to Yelp. Each location will be able to efficiently update business information and quickly respond to reviews by utilizing generative AI.
“We are thrilled to be working with best-in-class restaurant marketing and technology partners to support our brand partners as we continue the brand’s growth trajectory,” Renae Scott, Slice House’s chief marketing officer, said.
Slice House is actively seeking qualified brand partners to develop new territories across the country.