Midici

What Midici does

MidiCi is a US-based Neapolitan pizza restaurant chain founded in 2012 and headquartered in Woodland Hills, California, with an additional operational presence in Rogers, Arkansas. The company operates VPN-certified (Vera Pizza Napoletana) restaurants, baking pizza at approximately 1000°F in roughly 90 seconds in custom wood-fired ovens handbuilt in Naples, Italy, and uses provenance-protected Italian ingredients including Caputo 00 flour and San Marzano tomatoes. Menu items center on Neapolitan pizza, pasta, wood-fired calzones, and red sauces, with a stated commitment to non-GMO and mostly natural ingredients.

The company runs two distinct formats: MidiCi Neapolitan Pizza, a counter-service concept, and MidiCi Italian Kitchen, a sit-down restaurant format with a broader Italian menu. Founded by Marc Crossman (CEO) with a leadership team that includes Chris Kellner (COO) and Chef Mario Vollera and Peppe Miele as culinary ambassadors, the company employs 51-100 people. The customer target is diners seeking an authentic Neapolitan pizza experience in a modernized setting, with a positioning that emphasizes Italian provenance, traditional preparation methods, and ingredient transparency.

MidiCi's revenue model is direct-to-consumer restaurant sales across dine-in and counter-service channels, with technology integrations (including SnackPass) supporting digital ordering. The company positions a social mission alongside its commercial operations. There is no disclosed franchise, wholesale, or licensing revenue model, nor any disclosed funding rounds; revenue appears concentrated in company-operated restaurants across a limited US footprint.

Name

Midici

Legal name

MidiCi - The Neapolitan Pizza Company

Website

https://mymidici.com

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

1–10 employees

Short description

MidiCi is a US restaurant chain founded in 2012 that operates VPN-certified Neapolitan pizza locations in two formats — counter-service (MidiCi Neapolitan Pizza) and sit-down (MidiCi Italian Kitchen) — using imported Italian ingredients and custom Naples-built wood-fired ovens, serving diners seeking authentic Italian pizza.

Ownership category

akta.pro rank

Product category

Casual Italian Dining / Neapolitan Pizza Restaurants

NAICS

Limited-Service Restaurants (722513), Full-Service Restaurants (722511), Restaurants and Other Eating Places (72251)

SIC

Retail-Eating Places (5812), Retail-Eating & Drinking Places (5810)

akta.pro primary industry

Pizza Fast Casual (THAFABAB)

akta.pro secondary industry

Ethnic & Regional Cuisine Restaurants (THAFACAD)

Keywords

• Neapolitan pizza restaurants
• Italian casual dining
• Wood-fired pizza chain
• Italian restaurant chain
• Fast casual pizza

Headquarters

HQ city

Woodland Hills

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Operations, Supply Chain, Personnel, Marketing or Sales, Infrastructure

Revenue model

1. Food and Beverage Sales: Direct food and beverage sales to consumers at restaurant locations. Customers order from a menu featuring Neapolitan pizzas, calzones, pasta, salads, appetizers, desserts, and beverages. One-time transaction model for each dining occasion.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels3 records

Core offering

MidiCi operates a multi-location Neapolitan pizza restaurant chain serving authentic Italian cuisine baked in handbuilt wood-fired ovens from Naples at approximately 1000°F for 90 seconds. The menu features Neapolitan pizzas, pasta, calzones, salads, appetizers, desserts, and drinks prepared with non-GMO imported Italian ingredients (Caputo 00 flour, Italian tomatoes, fresh mozzarella, extra virgin olive oil, Parmigiano-Reggiano, Prosciutto di San Daniele). Two service formats are offered: counter service at MidiCi Neapolitan Pizza locations and sit-down service at MidiCi Italian Kitchen locations.

Product overview

Midici is a Neapolitan pizza restaurant chain offering authentic Italian cuisine. The core product is Neapolitan pizza baked in wood-fired ovens at approximately 1000°F for 90 seconds, complemented by an expanded menu of Small & Shared Plates (appetizers), fresh Salads, Pasta dishes, Wood-Fired Calzones, Desserts including the signature Nutella Calzone, and Italian Drinks including espresso beverages and Italian sodas. The menu features both counter-service locations and sit-down MidiCi Italian Kitchen format. All offerings emphasize non-GMO, natural ingredients including Caputo 00 flour, Italian tomatoes, fresh mozzarella, and extra virgin olive oil.

Differentiator

Problem solved

Functional benefit

Products and services

• Neapolitan Pizza Authentic Neapolitan pizza baked in handbuilt wood-fired ovens from Naples at approximately 1000°F for 90 seconds, made with non-GMO double zero flour, Italian tomatoes, fresh mozzarella, and Italian extra virgin olive oil. Varieties include Margherita, Double Pepperoni, Four Cheese, Truffle & Prosciutto, and Gluten-free options. Sold to dine-in and counter-service customers at MidiCi restaurant locations.
• Small & Shared Plates (Appetizers) Appetizers served fresh with balsamic reduction and wood-fired Neapolitan bread, including housemade meatballs, charcuterie boards, burrata caprese, and garlic bread. Designed for sharing at the table.
• Salads Fresh salads served with balsamic reduction, including MidiCi House Salad, The Caesar, Walnut & Gorgonzola, The Italian, The Greek (La Greca), and Purple Kale & Ricotta.
• Pasta Italian pasta dishes including Spaghetti Bolognese, Pesto Genovese, Macaroni & Cheese, Spaghetti & Meatballs, Baked Penne Arrabbiata, Chicken Alfredo, and Penne Vodka.
• Wood-Fired Calzones Wood-fired calzones including The Meatball Calzone, Chicken Pesto Calzone, Spicy Sausage Calzone, Truffle Calzone, and Four Cheese Calzone.
• Desserts Italian desserts including the Signature Nutella Calzone (best seller), Affogato, and Italian Gelato & Sorbetto.
• Drinks Beverage selection including Italian sparkling mineral waters (Ferrarelle, San Pellegrino), Italian sodas, housemixed lemonades, and espresso-based coffee drinks including Caffe Latte, Cappuccino, and Caffe Mocha.

Quantifiable outcome

• Pizza baked to perfection in 90 seconds at approximately 1000°F
• +2 more outcomes

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

One partnership is on record.

• VPN (Verace Pizza Napoletana)coreStrategic or Co-development PartnerMidiCi works with VPN (Verace Pizza Napoletana), the authentic Neapolitan pizza association. Chef Mario Vollera serves at the VPN Headquarters in America to protect and promote the art and tradition of Neapolitan pizza. MidiCi's certified pizzaiolos meet rigorous VPN gastronomic rules for authentic Neapolitan pizza.

Scale indicators1 record

Recent moves6 records

Expansion highlights4 records

Broad incumbents

• True Food Kitchen: Casual-dining chain emphasizing healthy, ingredient-forward menus. Comparable to MidiCi's non-GMO, ingredient-conscious positioning and experiential dining approach, though broader menu than pizza-only.
• Marco's Pizza: Scaled franchised pizza chain with Italian-inspired menu and dine-in/takeout/delivery model. Comparable category and broad customer reach, but lacks MidiCi's Neapolitan authenticity and counter-service fast-casual format.
• California Pizza Kitchen: National casual-dining Italian pizza chain with full table service. Comparable on the MidiCi Italian Kitchen format, brand awareness, and pizza-centric Italian menu, but lacks MidiCi's Neapolitan authenticity and wood-fired ovens.

Direct peers

• Spin! Neapolitan Pizza: Regional authentic Neapolitan pizza concept using Caputo flour and wood-fired ovens with both counter and full-service formats. Direct peer on VPN-style preparation and dual-format model.
• MOD Pizza: Fast-casual individual artisan-style pizza chain with counter service and inclusive pricing. Closest scaled competitor in format, price architecture, and dine-in casual positioning to MidiCi Neapolitan Pizza locations.
• Blaze Pizza: Fast-casual build-your-own pizza chain with wood-fired ovens and counter-service assembly-line format. Directly comparable to MidiCi Neapolitan Pizza on service model, price point, and category, though Blaze emphasizes customization versus MidiCi's traditional Italian menu.
• Pieology: Fast-casual personalized pizza chain with stone-hearth ovens and counter-service model. Comparable to MidiCi Neapolitan Pizza on format and price tier, though differentiated by customization versus traditional menu.
• &pizza: Fast-casual oval pizza chain with counter service and a design-forward, social-media-driven brand identity. Comparable to MidiCi on service model, demographic targeting, and experiential positioning.
• Pizzeria Locale: Authentic Neapolitan-style pizza concept originally backed by Chipotle. Directly comparable on Neapolitan authenticity, wood-fired preparation, and casual-dining format, making it the closest VPN-style peer in the US market.

Emerging players

• 900 Degrees Neapolitan Pizzeria: Authentic Neapolitan pizza concept with wood-fired ovens and traditional Italian preparations. Comparable niche positioning to MidiCi though smaller footprint and less brand recognition.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/mymidici
• Instagraminstagram.com/mymidici
• Xx.com/mymidici

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Midici