How the T series conveyor oven inspired a successful business model

GEP, short for Genuine Esposito’s Pizza, was born from an intuition – or rather, from a very specific moment. “The idea came from one of the three partners, the Esposito brothers, during a challenging period for another company within the group,” explains Luca Apolloni, General Manager.
“They decided to diversify, bringing the skills developed over ten years in trade into a new project. And as true Neapolitans… what could they choose, if not pizza?”

From the very beginning, the goal was clear: to create a high-quality product with a more modern, efficient management model. Careful analysis of food industry trends led to a simple but powerful observation: we have less time, and fewer people willing to take on a demanding role like that of a pizzaiolo. That insight sparked the project.

In 2024, GEP was launched in Ancona as a production lab dedicated to pre-baked pizza bases, both for wholesale and retail. Soon after came the natural question: why not top them as well?

This step marked the real take-off of the retail division, now at the heart of the brand’s evolution.

A forward-looking format with maximum customisation

The pizza shop is compact – just 28 sqm – yet impressive in terms of output. “We managed to produce over 300 pizzas on a Saturday, with three people plus one delivery driver.”
The result comes from strong organisation and a carefully chosen model: a hybrid dark kitchen, inspired by Northern European concepts.

Customers do not enter the shop. Orders are placed via app or an outdoor kiosk facing the street. The entire menu is available there, with a strong focus on personalisation:

“Every pizza can be customised by adding or removing ingredients. Maximum flexibility.”

Once the order is placed, kitchen monitors manage timing and workflow. Everything is digital: no paper, no transcription errors. “We eliminated downtime. We produce more, in less time, with less effort.”

Daily production figures confirm the efficiency of the model: around 800 pizza bases per day, produced by just 3 people.

Choosing the oven: consistency, scalability and zero margin for error

When a business model depends on high standards, the oven becomes a strategic asset.
From the start, GEP relied on T series conveyor ovens: T64E and TT96E for their location, and 2 TT98E and the new T65E for their lab.

Initial awareness came from previous experience. “I had used P series and S series, but I had never seen a conveyor oven like this before. After participating in a Moretti Xperience, I was amazed by the quality of the product being baked. So, I thought: why not try it?”

The results confirmed his intuition:

“Baking is always uniform. There is no human error: the oven works consistently, starting and finishing exactly when I tell it to. Every product comes out identical to the previous one.”

For multi-location expansion, replicability is crucial:

“We want the exact same baking result in Ancona, in Tuscany, or wherever we open next. T series gives us that certainty.”

Technology adds an extra layer of control and peace of mind:

“Even when I’m not in the lab, I can see everything from the SmartBaking App: which programme is being used, how the oven is baking, energy consumption. I can set different programmes for each dough and format.”

The oven also simplifies staff training:

“It’s fully customisable. The operator selects the programme, confirms it, and the oven does the rest.
It’s intuitive, fast, and signals when the target temperature is reached. It’s a huge help.”

Asked to describe it in three words, the answer is immediate:

“Uniform, efficient, easy.”

A pizza for everyone: a shared vision

At the heart of GEP’s philosophy is sharing.

“Pizza is made to bring people together. We wanted everyone to be able to eat here.”

Alongside the classic dough, the menu includes:

When it comes to toppings, Italian preferences remain clear:

“Margherita always comes first. Right after that is our Carbonara, one of our most loved pizzas.”

Between e-commerce, retail and the future of the brand

Today, GEP operates physically in Ancona and in Tuscany, in Figline and Incisa Valdarno (Florence), and runs its own online store.

The vision is clear:

“I believe physical shops will support e-commerce, not the other way around. The stronger the brand perception becomes, the more online sales will benefit.”

The project continues to evolve, balancing retail locations, production labs and a concept built on technology and scalable quality.

And for those looking to follow a similar path, there is one final piece of advice:

“Never stop at the standard. The foodservice world can reach new horizons. We can always raise the bar of our ambitions.”

Over 212 restaurants across 10 European countries, more than 20 million pizzas served in 2025, and revenues exceeding €540 million.

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Here’s an excerpt from the Chain Reaction interview with Mario Moretti, CEO of Moretti Forni, Stefan Höllen, Chief Supply Chain Officer of L’Osteria and James Elliot, Founder of Pizza Pilgrims.

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Founded in 1999 in Nuremberg, L’Osteria has transformed the idea of Italian cuisine into an international casual dining format: extra-large pizzas, fresh pasta made in-house, and an atmosphere inspired by the traditional Italian osteria, designed for a global audience.

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A steady growth path with a clear focus on the future.​
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What impact has Moretti Forni technology had on L’Osteria?

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S. Höllen: A few years ago, we ran tests in one or two restaurants using Moretti Forni. The process was quick, and we were very satisfied with the oven quality. We were using the S series in our restaurants. We promptly decided to switch to Moretti Forni. The new technology had a very positive impact on daily operations, which is why we chose to roll it out across all new openings.

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Why did Pizza Pilgrims join the same group as L’Osteria?

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J. Elliot: Because Neapolitan pizza is still not very widespread in Germany. When L’Osteria asked us to bring Pizza Pilgrims to Germany, it felt like going back ten years to London, when Neapolitan pizza was something new. It’s a new challenge, and it’s exciting.

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What does it mean to be a partner to major international chains like these?

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M. Moretti: It doesn’t just mean supplying technology. It means supporting the customer from the very beginning, during installation and throughout the entire relationship. It means listening to their needs and responding quickly to operational challenges. The added value is service: the ability to step in promptly and support the customer at every stage.