Phantom Actor™
Assessment
Identity
Name design
Positioning
Venture stakeholder

We’re bringing the best of Cali to Canada.

Problem

Edmonton lacks great pizza options.

Challenge

Introduce the best of Los Angeles–style pizza to Western Canada, without relying on name-dropping “LA” or “California” in order to build our own brand cache from scratch.

Opportunity

Edmonton is dominated by national franchises and a handful of local independents that focus solely on Old World Italian– and NYC-style pizza. There is a massive hole missing in terms of quality and West Coast influence.

Solution

Learn from the Los Angeles–based chef behind the Food Network‘s “Best Pizza Ever.” Import California’s favourite beverages and olive oils for retail in Canada. Evoke the spirit of California by embodying its attitude.

Client:

Corporate Name Prohibited If Obscene Inc

Category:

Restaurant

Location:

Edmonton, Canada

Date:

2019–

Status:

Launching 2023

Partners:

Bluedot
Kidpixel
Road Ranch Hospitality
Erin Smandych
Taabish Zaver

Fuckin’za started one day as four friends—DJ David Stone, the Edmonton Journal’s Sandra Sperounes, Chef Erin Smandych, and Phantom Actor’s Don Eglinski—were drunk from the heat after a day at Disneyland. On their way back at their Airbnb in Downtown LA, they traversed the Fashion District for what was hailed as some of the best pizza in town. And it simply blew them away. Little did they know that the pizzeria was run by an Italian Michelin-star chef whose pizza had been named by the Food Network as the “Best Pizza Ever.”

Upon returning to Edmonton, nothing could compare. Don would reach out to the chef for insights on his process. Erin then spent the SARS-CoV-2 pandemic adapting California pizza doughs to Canadian ingredients, eventually evolving it into her own unique take on a sourdough curst.

Fn’za is set to open spring 2023. It will offer takeout and delivery service in uptown Edmonton, and the retail of exclusive imports from California, such as premium beverages and olive oils from California, including Olipop and Brightland.