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The General
Vendor Story
A boutique ghost bakery operating out of an Italian pizza joint.
The General
A boutique ghost bakery operating out of an Italian pizza joint.
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The General launched as a way to monetize dormant kitchen equipment during off peak and non-operational hours. Bringing her extreme talent and relentless quest for flavour, entrepreneur Gaby Newmann created a bakery menu centred around a wood fired pizza oven located in her nights / weekend only Italian joint, Martello.
The result was delicious. What started out as simple fresh croissants, innovative sourdough and gourmet pop tarts grew to include espresso, imported pantry items and take away brunch packs.

Operating as a take out counter, Gaby was able to maximize profits with little extra overhead, streamline staffing and bring even more delicious flavour to her home town.
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The General launched as a way to monetize dormant kitchen equipment during off peak and non-operational hours.
Bringing her extreme talent and relentless quest for flavour, entrepreneur Gaby Newmann created a bakery menu centred around a wood fired pizza oven located in her nights / weekend only Italian joint, Martello.
The result was delicious. What started out as simple fresh croissants, innovative sourdough and gourmet pop tarts grew to include espresso, imported pantry items and take away brunch packs.
Operating as a take out counter, Gaby was able to maximize profits with little extra overhead, streamline staffing and bring even more delicious flavour to her home town.
Integrated Ordering
Pavement created a seamless ordering system integrated into the Generals existing site & brand, creating an easy to use, simple checkout flow without disrupting brand awareness.
Dynamic Scheduling
The General used Pavement's dynamic scheduling tool to ensure unique hours between it and its Italian restaurant landlord, allowing them to manage both brands from a single dashboard while ensuring there was no crossover between menus, order timing or accounting.
Social Sell
Selling direct to their customers via socials, The General brings its incredible menu to life by selling direct through insta stories and TikTok vids, making sales wherever their customers are.
Ordering
Pavement created a seamless ordering system integrated into The Generals existing site & brand, creating an easy to use, simple checkout flow without disrupting brand awareness.
Dynamic Scheduling
The General uses Pavement's dynamic scheduling tool to ensure unique hours between it and its Italian restaurant landlord, allowing them to manage both brands from a single dashboard while ensuring there was no crossover between menus, order timing or accounting.
Social Sell
Selling direct to their customers via socials, The General brings its incredible menu to life by selling direct through insta stories and TikTok vids, making sales wherever their customers are.
Get Started
Company.
Pavement is a cloud-based eCommerce platform. We make it easy for anyone to sell food online directly to their customers.
Seamlessly sell from your existing site, build a new one or integrate ordering into any social media platform. Pavement has everything you need to boost sales and streamline your ordering process.
©2020-2023 Pvmt.co Canada Inc.
Pavement is a cloud-based eCommerce platform. We make it easy for anyone to sell food online directly to their customers.
Seamlessly sell from your existing site, build a new one or integrate ordering into any social media platform. Pavement has everything you need to boost sales and streamline your ordering process.
©2020-2023 Pvmt.co Canada Inc.