With the Slice App, Local Pizzerias Get a Bigger Piece of the Market

Although Ilir Sela spent much of his childhood hanging out in his friends’ and family’s pizzerias, he didn’t follow his father and grandfather in pursuing a career tossing dough and ladling red sauce.

Instead, in 2003, a year after graduating from the College of Staten Island, Mr. Sela founded Nerd Force, a tech support company.

Over the subsequent decade, however, he saw online ordering increase in popularity via platforms like UberEats and GrubHub, which merged with the online food ordering platform Seamless in 2013. National pizza chains were growing their businesses through digital means, too. He realized there might be an opportunity for family-run businesses like his own.

“You had Domino’s, Papa John’s, Pizza Hut,” Mr. Sela, 38, said, “but there was no brand representing the local independent pizzerias.”

So Mr. Sela combined his upbringing and his expertise to create Slice, an online food ordering platform for independent pizzerias, particularly in smaller cities where large-scale delivery services are scarce.

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