June 17, 2015 |

Menchie’s Leadership to Open, MidiCi, the First “Fast-Fine” Neapolitan Pizza Franchise


MidiCi Brings Friends Together To Enjoy Authentic Neapolitan Pizza At Its Grand Opening Celebration

 

ENCINO, Calif.–(BUSINESS WIRE)–Combining the centuries-old traditions of true Neapolitan pizza and the culture of gathering together, MidiCi will launch its debut restaurant with a grand opening celebration on Saturday, June 20th and Sunday, June 21st in Sherman Oaks, CA, serving pizza the way it was prepared over 300 years ago. MidiCi’s mission statement is “We Bring Friends Together.” The first MidiCi restaurant will offer guests fully personalized, authentic Neapolitan pizzas, baked in traditional wood-fired ovens hand-made in Naples, Italy – the same way they were built over 100 years ago.

“After traveling to Naples and experiencing the culture behind the art of Neapolitan pizza-making, I wanted to bring this unique cuisine to guests in an original way that preserved the flavors, passion, process, history and essence of Neapolitan pizza”

MidiCi certified pizzaiolos (pizza makers) will invite guests to select fresh, natural, organic, non-GMO, high quality ingredients imported from Italy to create their ideal Neapolitan Pizza in the open, center-staged bustling kitchen, also known as “the heart”. MidiCi had to meet rigorous gastronomic rules to serve authentic Neapolitan Pizza with its combination of a chewy and crisp dough topped with all-natural ingredients, all baked to perfection in 90 seconds. Staying true to its Neapolitan heritage, the dough is made with only four fine ingredients – non-GMO double zero flour imported from Naples, pure water, sea salt and live yeast. The authentic and pure garnishes include – crushed non-GMO Italian peeled tomatoes, “white gold” buffalo mozzarella, fresh whole mozzarella and organic, non-GMO, Italian extra virgin cold-pressed olive oil. MidiCi will also serve personalized Neapolitan appetizers (antipasto), fresh artisan burrata, fresh Neapolitan salads, Neapolitan pizza entrees, brunch specials on weekends, wood-fire roasted coffee, a sommelier selected collection of white and red wines on tap, draft imported beers, desserts – including authentic Italian gelato and a signature Nutella® calzone, for a full experience.

Amit Kleinberger, CEO of Menchie’s Frozen Yogurt, North America’s largest self-serve frozen yogurt franchise with close to 500 locations, originated the concept for MidiCi from his love of people and Neapolitan Pizza.

“After traveling to Naples and experiencing the culture behind the art of Neapolitan pizza-making, I wanted to bring this unique cuisine to guests in an original way that preserved the flavors, passion, process, history and essence of Neapolitan pizza,” said Amit Kleinberger, CEO and founder of MidiCi. “With the opening of MidiCi, we are taking an important step in establishing ourselves as a leader in the unique Neapolitan pizza category and setting the tone for becoming America’s house-hold name in true Neapolitan pizza.”

MidiCi’s executive Chef Peppe Miele is an acclaimed Los Angeles-based restaurateur and chef. Miele is the President of the American delegation of the Asociazione Verace Pizza Napoletana (VPN), whose mission is to promote the culinary tradition and history of Neapolitan Pizza by training food establishments to uphold the strict requirements that respect the tradition and art of Neapolitan Pizza making. A master pizzaiolo, Miele helped shape the MidiCi menu which includes remarkable traditional pizzas such as the Pizza Bianca e Prosciutto, made with fresh whole mozzarella, fresh garlic, organic oregano, topped with imported from Italy 24 month aged Prosciutto di Parma and organic baby arugula, and the Truffle Pizza, made with white truffle cream, fresh whole mozzarella, marinated mushroom, Prosciutto di Parma and fresh organic sweet basil.

The expansion plans for MidiCi includes 100 locations in metropolitan cities across the United States through 2015 and 2016. For more information, please visit www.myMidiCi.com

The full schedule of the grand opening celebration is as follows:

Day: Saturday, June 20
Time: 12 pm – 3 pm
Details: Free Neapolitan pizza (Choice of Margherita, Marinara, Bianca or House Pesto)*
* Add-ons are an additional charge. Limit one pizza per person.

Day: Saturday, June 20
Time: 8 pm – 2 am
Details: Friendly Hour with Pizza (Choice of Margherita, Marinara, Bianca or House Pesto) and choice of beer or wine for $10*
* Add-ons are an additional charge. Limit one pizza per person.

Day: Sunday, June 21
Time: 9 am – 11 am
Details: Free Coffee *
* Limit one coffee per person

Day: Sunday, June 21
Time: 2 pm – 4 pm
Details: Free Neapolitan pizza (Choice of Margherita, Marinara, Bianca or House Pesto)*
* Add-ons are an additional charge. Limit one pizza per person.

Day: Sunday, June 21
Time: 7 pm – 1 am
Details: Friendly Hour with Pizza (Choice of Margherita, Marinara, Bianca or House Pesto) and choice of beer or wine for $10*
* Add-ons are an additional charge. Limit one pizza per person.

About MidiCi:

Inspired by his travels throughout Naples, founder Amit Kleinberger sought to bring friends together through the purity, passion, flavor history and art of Neapolitan pizza. After all, pizza is not meant to be just eaten, it is meant to be shared, enjoyed and celebrated, fostering real human connections, friendship and togetherness. Pronounced Mee-Dee-Chee, MidiCi means, “You tell me!” in Italian, reflecting the concept’s core value of people telling each other about their lives and fostering friendships. The restaurant was designed to promote genuine interactions and reflect MidiCi’s mission statement, “We Bring Friends Together”. The brand believes that People are the best thing that can happen to anyone. Paying homage to the way Neapolitan pizza was made over 300 years ago, MidiCi uses traditional wood-fired ovens hand built in Naples with an internal temperature of 800-1000 degrees to bake pizzas to perfection in just 90 seconds.

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