Chain Reaction – Alice Pizza x Moretti Forni at SIGEP 2025

This year at our new event, Chain Reaction during SIGEP WORLD 2025, we had the pleasure of interviewing the leaders from major restaurant chains that have chosen Moretti Forni technologies. It was a unique opportunity to explore successful stories and the evolution of businesses united by one essential ingredient: heat.

Here the insights from our chat with Claudio Baitelli, CEO of Alice Pizza, and Mario Moretti, CEO of Moretti Forni.

 

What is Alice Pizza today?

Claudio Baitelli – CEO, Alice Pizza:

“Alice Pizza counts almost 220 stores and 2,000 pizza chefs worldwide, making artisanal pizzas daily. Thanks to the solutions developed with Moretti Forni, we’ve simplified life for our pizza chefs.
Artisanship needs to be codified: technology should support and simplify your work without compromising the craft.

I often compare it to manual vs automatic transmissions: in daily life, automation reduces stress and smooths the process. The ovens are customized for Alice Pizza, designed to meet our needs and know-how. Today, our pizza chefs have their ‘automatic gear shift,’ thanks to Moretti Forni, and the difference is clear.”

You have 30 locations in Milan.

Claudio Baitelli – CEO, Alice Pizza:

“When we first arrived in Milan, many colleagues said, ‘We don’t need another pizzeria.’ But today, with 30 shops across the city, we’ve shown that with the right mix – technology, people, capital, and more – even a seemingly saturated market, like the pizza market, can have space for new ideas and business opportunities.”

 

Why is Moretti Forni proud to partner with Alice Pizza?

Mario Moretti – CEO, Moretti Forni:

“Collaborating with major players like Alice Pizza is a growth opportunity for us. Every specific requirement pushes us to develop solutions that may become tomorrow’s market standard for pizza. Ease of use is a priority: with technologies like the Smart Baking App, we offer ovens that can be managed remotely, positively impacting employee well-being. With just 30 minutes of training, operators can confidently start using our equipment.”

 

What advice would you give to those looking to expand their business opening more locations?

Claudio Baitelli – CEO, Alice Pizza:

“Standardising the product doesn’t mean sacrificing quality. Managing a chain requires discipline, product and process standardisation, significant technological support, and simplifying operators’ tasks as much as possible. These are the key elements that allow you to scale the business. For us, success also lies in the decision to focus on a single product. The world is increasingly moving towards specialization.
Offering one product but doing it extremely well. That is also a fundamental key to success.”

How important is it to support operators when launching a new business?

Mario Moretti – CEO, Moretti Forni:

“At Moretti Forni, we aim to position ourselves as a Solution Provider. We’ve seen many people coming from completely different industries who’ve successfully ventured into the restaurant business.
We support our clients at every stage — before, during, and after — with our punctual and widespread service network, ensuring consistent assistance at every step.”

 

How important are these collaborations between Italian companies that promote Italian culture abroad?

Claudio Baitelli – CEO of Alice Pizza:
“We have a moral commitment to bringing Italian quality worldwide. It can be done well, and I believe it’s important to foster collaboration among Italians wherever possible. Here at this stand, we see the synergy created among entrepreneurs, pizza experts, restaurant chains, and social realities that share a common culture. This exchange of know-how drives growth.”

 

Heat, technology, and collaboration: The future of artisanal pizza starts here.