Piestro is currently in the Test the Waters Phase for Title IV investments.

Piestro

The Future of Artisanal Pizza

Piestro

The Future of Artisanal Pizza

Santa Monica, CA
Food & Beverage
Our goal is that Piestro will be a robotic pizza shop able to deliver high-quality artisanal pizzas within 3 minutes. Our fully-automated machines are being designed with the aim of allowing for zero contact food preparation, zero food waste, consistent quality, and a much lower cost of operation. With our innovative design, Piestro will be introducing a new economic paradigm for food.

$154,974

reserved
$1,000.00
Min. Investment
Equity
Offering Type

$154,974

reserved
$1,000.00
Min. Investment
Equity
Offering Type

Reasons to Invest

  • Backed by lead investor, Wavemaker Partners, a global Venture Capital fund with $400M AUM and Wavemaker Labs, a food automation focused venture studio.
  • A seasoned team of food and robotics expertise made up of executives and founders from Miso Robotics, Kitchen United, SBE Entertainment Group, Graze Autonomous Mowers, and Wolfgang Puck.
  • Serving the most popular food in the US, pizza ($46.3B), with a dual go-to-market approach: operating our own Piestro units and providing existing pizzerias with the ability to white label Piestro units to grow their market share for a fraction of the cost.


“A revolutionary high quality pizzeria without the high operational costs”

video

*The photos included are of Piestro's first functioning prototype. The Piestro pizzeria is not currently available on the market and in development.

The Problem


Full-service pizza restaurants are expensive to run and have slim margins

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The profit margins of a full-service restaurant are extremely low, at approximately 5-10%, due to high real estate and labor costs. According to a survey from Restaurant Owner, restaurant startup costs range anywhere between $175,500 and $750,500, with the median cost at $375,000. Restaurant opening costs have a mean of about $450 per square foot. Additionally, most restaurants have high labor costs due to labor shortage, high turnover rates and rising wages. In fact, it can cost over $3,500 to hire and train a new staff member, so employee retention is crucial. Labor costs for pizza restaurants average at about 31.3%.

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The Solution


Piestro: A revolutionary, high quality pizzeria without the high operational costs

Piestro provides a high quality artisanal pizza experience and solves the two biggest problems in traditional restaurants: expensive labor and real estate costs. A Piestro Pizzaria is roughly the size of two vending machines and is fully autonomous, requiring no employees to operate, as opposed to the average pizza restaurant’s 9.4 employees. While the time to launch a traditional restaurant is about 9-12 months, with Piestro, we believe based with our initial prototype that an existing pizza chain can have our pod up and running within two weeks, subject to regulatory approval, at a cost of only $50,000, which is about ⅙ of the median total restaurant startup cost.

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*The photos included are of Piestro's first functioning prototype. The Piestro pizzeria is not currently available on the market and in development.

*The photos above are of Piestro's first functioning prototype. The Piestro pizzeria is not currently available on the market and in development.

The average hourly and annual wages of a restaurant cook were $13.06 and $27,170 in 2018, respectively. For typical restaurants that employ 9.4 employees, payroll costs would be a minimum of $271,700 annually. Piestro requires no labor to operate as it is fully automated, and only needs a part-time employee to service and refill ingredients periodically, which is expected to cost approximately $7,500 per year based on our initial prototype.

*Based on management's evaluation of available information regarding automation in fast casual restaurants.

The Market


Pizza is the most popular food in the US and chain pizzerias statistically take preference

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Pizza is the #1 most popular food in the US and on any given day, about 13% (or 1 in 8) of Americans eat pizza. Piestro’s target market is millennials and generation Z. According to a recent study, 32% of millennials and 41% of Gen Z-ers are willing to pay premium prices for sustainably sourced ingredients like ours. Pizza is also popular on social media, which means it resonates with our target customers. In fact, the hashtag “#pizza” has been used 49.6 million times on Instagram. As per a study by Gousto, a British meal kit retailer, Pizza is the #1 most popular food on Instagram with 37.9M posts. 

The Global Pizza Market was worth $154.8B in 2019 and is projected to hit $233.3B by 2023. The US accounted for a 30% market share and was worth $46.3B. The US market is projected to hit $53.8B in 2023, with a 3.9% annual growth rate from 2019 to 2023. Chain pizzerias accounted for 60% of the pizza market with $27.8B in revenue and 3.17% year over year sales growth, while independent pizza restaurants earned $18.5B in revenue, and held a 40% market share and experience -1.33% year over year sales growth. (Source: PMQ Magazine)

Our Traction


Backed by a venture capital fund with a proven track record investing in robotics companies 

Piestro is a Wavemaker-backed company and was incubated by Wavemaker Labs, providing it access to seed capital and an experienced team of engineers and business professionals. This means Piestro has access to top engineering talent and tools without burning high amounts of cashflow in the early stages of the company. Additionally, Piestro is able to leverage the administrative and business development teams at Wavemaker Labs for hiring, raising capital, building partnerships and finding customers.  

To date, Wavemaker Labs has empowered Piestro to build its first prototype, helped source its executive and operating team, retain several advisors in the robotics and restaurant industries, and begin conversations with several potential partners and customers whom we hope to announce during this campaign.

What We Do


Robotics-run pizza shops that provide customers with restaurant-quality pizzas in minutes

Piestro is an automated robotic pizza shop that delivers high-quality artisanal pizzas within 3 minutes. Because robots don’t sleep, we are able to keep our shops open 24/7 and customers have the option to order ahead, so that pizza is ready when they arrive.

ADDITIONAL GIF

On vending machines, we don’t consider ourselves to be part of this ‘trend.’ Piestro is truly an automated pizzeria – we aren’t frozen food, and we don’t compromise on taste for speed. We are a true producer of artisanal pizza with restaurant level quality that past machines simply didn’t deliver in terms of key components like flavor, texture and ingredients.

video

*The photos included are of Piestro's first functioning prototype. The Piestro pizzeria is not currently available on the market and in development.

With three decades of food and robotics expertise, we have designed Piestro to be able to cook restaurant-quality pizzas, using the highest quality ingredients, right in front of you - a fun and entertaining experience for the whole family! Piestro is currently in the prototype and development phase.

*The above photo is of Piestro's first functioning prototype. The Piestro pizzeria is not currently available on the market and in development.

The Business Model


From pizzeria to white-label partnerships

  • Phase 1: We sell Pizzas directly to customers, freshly made by our very own Piestro units
  • Phase 2: Selling white-labelled Piestro units to pizza chains looking to expand their footprint with minimal capex and risk

How We Are Different


Revolutionary technology to deliver high quality pizza at fast food prices

Piestro eliminates expensive real estate and labor costs so that we can focus more on the quality of our ingredients, and deliver artisanal pizza at fast food prices, in as little as 3 minutes!

*Profit margin based on CEO’s experience in the pizza industry

*Margins may vary depending on the product being sold (direct selling and/or "powered by piestro").

The Vision


White Label Pizza Experiences with regional and nation-wide pizza chains

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*The above image is of Piestro's first functioning prototype. The Piestro pizzeria is not currently available on the market and in development.

*Piestro is not in the above locations and does not have contracts or agreements for the units in the above locations, but represent a future vision for the company. 

Our Team


A team of experienced robotics engineers with a track record of building multi-million dollar companies

Our founder and CEO, Massimo Noja De Marco, is the co-founder of Kitchen United, which raised $50M at a $140M valuation (Source: Kitchen United Pitchbook Profile). De Marco was named one of the top 10 restaurant innovators in National Restaurant News power list. De Marco’s company, Wavemaker Labs, is a corporate and robotics innovation venture studio with a strong track record of building commercially successful robotics companies like Miso Robotics and Graze.


Our team of experienced robotics engineers helped build Miso Robotics and is ready to tackle our next venture with Piestro!

Why Invest


Join our successful team as we blend and shape the future of the robotics and fast-food pizza industry

Our team believes that crowdfunding provides the opportunity to democratize an otherwise private asset class that was previously reserved for high net worth individuals. Piestro is a consumer facing business, so we are crowdfunding to garner excitement and support directly from our potential end-customers. 

The high touch nature of equity crowdfunding campaigns allows us to connect with our customers and take into account their input and opinions throughout the development process, so that we can continue to improve our product and end-to-end customer experience.

FUTURE LABS VI, INC. (D/B/A PIESTRO) IS TESTING THE WATERS UNDER TIER 2 OF REGULATION A. NO MONEY OR OTHER CONSIDERATION IS BEING SOLICITED, AND IF SENT IN RESPONSE, WILL NOT BE ACCEPTED. NO OFFER TO BUY THE SECURITIES CAN BE ACCEPTED AND NO PART OF THE PURCHASE PRICE CAN BE RECEIVED UNTIL THE OFFERING STATEMENT FILED BY THE COMPANY WITH THE SEC HAS BEEN QUALIFIED BY THE SEC. ANY SUCH OFFER MAY BE WITHDRAWN OR REVOKED, WITHOUT OBLIGATION OR COMMITMENT OF ANY KIND, AT ANY TIME BEFORE NOTICE OF ACCEPTANCE GIVEN AFTER THE DATE OF QUALIFICATION. AN INDICATION OF INTEREST INVOLVES NO OBLIGATION OR COMMITMENT OF ANY KIND. AN OFFERING STATEMENT REGARDING THIS OFFERING HAS BEEN FILED WITH THE SEC. 


YOU MAY OBTAIN A COPY OF THE PRELIMINARY OFFERING CIRCULAR THAT IS PART OF THAT OFFERING STATEMENT FROM https://www.sec.gov/Archives/edgar/data/1734242/000110465920103878/tm2025493d1_partiiandiii.htm.


THIS WEBPAGE MAY CONTAIN FORWARD-LOOKING STATEMENTS AND INFORMATION RELATING TO, AMONG OTHER THINGS, THE COMPANY, ITS BUSINESS PLAN AND STRATEGY, AND ITS INDUSTRY. THESE FORWARD-LOOKING STATEMENTS ARE BASED ON THE BELIEFS OF, ASSUMPTIONS MADE BY, AND INFORMATION CURRENTLY AVAILABLE TO THE COMPANY’S MANAGEMENT. WHEN USED IN THE OFFERING MATERIALS, THE WORDS “ESTIMATE,” “PROJECT,” “BELIEVE,” “ANTICIPATE,” “INTEND,” “EXPECT” AND SIMILAR EXPRESSIONS ARE INTENDED TO IDENTIFY FORWARD-LOOKING STATEMENTS, WHICH CONSTITUTE FORWARD LOOKING STATEMENTS. THESE STATEMENTS REFLECT MANAGEMENT’S CURRENT VIEWS WITH RESPECT TO FUTURE EVENTS AND ARE SUBJECT TO RISKS AND UNCERTAINTIES THAT COULD CAUSE THE COMPANY’S ACTUAL RESULTS TO DIFFER MATERIALLY FROM THOSE CONTAINED IN THE FORWARD-LOOKING STATEMENTS. INVESTORS ARE CAUTIONED NOT TO PLACE UNDUE RELIANCE ON THESE FORWARD-LOOKING STATEMENTS, WHICH SPEAK ONLY AS OF THE DATE ON WHICH THEY ARE MADE. THE COMPANY DOES NOT UNDERTAKE ANY OBLIGATION TO REVISE OR UPDATE THESE FORWARD-LOOKING STATEMENTS TO REFLECT EVENTS OR CIRCUMSTANCES AFTER SUCH DATE OR TO REFLECT THE OCCURRENCE OF UNANTICIPATED EVENTS.


Updates

Meet Piestro's Robotics Advisor from Miso Robotics

6 days ago

Ryan is the Co-founder and CTO of Miso Robotics, the company behind Flippy the AI-powered robotic kitchen assistant. Ryan is an accomplished roboticist having contributed 15+ refereed publications to the field of robotics. As a Ph.D. student at Texas A&M University, he was awarded an NSF Graduate Research Fellowship based on his proposal to bridge some of the gaps between human and robotic walking.


As an advisor to Piestro, Ryan not only brings valuable experience in robotics but also a keen knowledge of robotics in food service, and food safety, being at the helm of Miso Robotics. We are excited to welcome Ryan as an advisor and look forward to learning from his breadth of expertise.


RESERVE SHARES NOW TO JOIN THE PIZZA VENDING REVOLUTION!

Piestro's Big Advantage: Wavemaker Labs

13 days ago

Access to Top Engineering Talent and Product Development Services 

At Exclusive Rates!



Piestro is backed by Wavemaker Labs, which allows us to mitigate many risks and costs associated with starting a robotics and automation company. For one, High-end Engineering talent is expensive. The average engineer's salary in California is $113k. When considering the number of engineers needed to build an autonomous machine, payroll costs alone could be enormous to the company. These costs coupled with the high costs of robotic hardware and sensors. 

We've mitigated that through our relationship with Wavemaker Labs, which provides access to a breadth of engineering talent and development services on an as-needed basis and below-market cost. 

Based on our agreement, Wavemaker Labs is able to provide the following support to Piestro:

  • System Architecture Development
  • Sourcing All Major Components and Materials
  • Design and Development of the Fully Integrated System
  • Testing and Debugging
  • Ongoing Support


RESERVE SHARES NOW BEFORE THE CLOSE OF OUR RESERVATION PERIOD!

Piestro Partners with Kiwibot for Human-Free, Contactless Delivery!

24 days ago

Kiwibot joins Piestro with plans to revolutionize the restaurant industry. 


Piestro and Kiwibot are teaming up to bring fresh artisanal pizza straight to your door with no human interaction. This functionality is currently in development as Kiwibot and Piestro work closely together to simplify the contactless experience in the food industry: Simply order your Pizza from Piestro and Kiwibot will pick up your order and bring it straight to your door. 

The Spoon notes "the desire for contactless food delivery is accelerating technologies that power both robotic vending machines and robot delivery services. Not only can robots work around the clock, they also remove a vector of human-to-human transmission. The Piestro/Kiwibot deal takes this concept even further by having a robot interact with the machine so there is no human in the transaction."

DON'T MISS YOUR CHANCE TO RESERVE SHARES BEFORE THIS CAMPAIGN IS QUALIFIED!


Piestro Selected as Smart Kitchen Summit Finalist! ...And Other Media Mentions

26 days ago

Piestro awarded as a Top Ten Smart Kitchen Summit Finalist!


Each year, the Smart Kitchen Summit selects the most interesting new startups building innovative new products for the future of food and cooking.  Piestro was able to stand out among the many applicants with our smart approach to making artisanal pizza from scratch. 

The Top Ten finalist award was coupled by an influx of press that wanted to hear more.  Food trade publications like PMQ Pizza Magazine highlighted CEO Massimo De Marco’s credentials in the pizza and food tech industries, while technology trade publications like The Robot Report focused on our technology roadmap and latest partnership. In addition to these publications, Piestro has received international coverage in Canada, Belgium and the UK!

Reserve Shares Now While You Still Can!

Piestro Returns After Their Over-Subscribed Campaign: Reserve Shares Now!

about 1 month ago

Now taking reservations for our upcoming Regulation A campaign. Reserve shares now before we're qualified!

After fully oversubscribing the company’s $1.07mm Reg CF round from over 1,950 investors around the world, Piestro decided to launch a Reg A+ campaign on StartEngine! Given the investor demand during Piestro's previous campaign, we are sending this update to the Piestro community for early access ahead of any larger marketing and PR campaigns.


Reserve shares today to join Piestro’s powerhouse team on their mission to disrupt a Global Pizza Market projected to hit $233b by 2023.

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