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For Immediate Release

Domenic Primucci Addresses MBOT Business Community  

at Growth & Power Breakfast Series Event 

Mississauga, Ontario (March 21, 2014) - Domenic Primucci, President, Pizza Nova, addressed the Mississauga business community at Mississauga Board of Trade (MBOT)'s Growth & Power Breakfast Series event on March 20, 2014 at Port Credit Yacht Club.

A sold-out crowd of over 60 business people were in attendance at the event, the third event in the series of four and the first event of 2014, making it a success and creating buzz regarding the series.

"Our Growth & Power Breakfast Series is quickly becoming one of our more popular professional series," said MBOT President & CEO, Sheldon Leiba. "Designed for CEOs and senior executives in Mississauga, this series features presentations from some of Canada's most influential entrepreneurs, CEOs and business success stories."

Primucci worked in the family business from the age of 15. "Growing up, the dinner table wasn't a lot about the business; we tried to keep that separate," said Primucci. "Our background is Italian, we're very passionate people, and you have to take that into perspective."

He watched his father build the company from one small store in Scarborough to a franchise model which is the envy of the industry.

"Back in those days, franchising really came from the sense that people work at the location, and if they wanted to duplicate, they had to draw to have their own locations," explained Primucci, who added that at that time, another challenge was pizza was not very popular as a dinner food.

"I think the focal point is that really back then the Italian food market was just starting," said Primucci. "You know, pizza at that time wasn't consumed at dinnertime, it was more of a late night type snack type of product."

As the president, he wanted a fresh new look for Pizza Nova and embarked on re-branding for the 50th anniversary.

"We were selling high quality, but our sign and flyer was the same as everyone else," said Primucci, who added although the company plans for growth, it won't change drastically.

"We really want to stay in that Italian spectrum, not getting into everything and anything...we have to differentiate ourselves."

As part of the re-branding of the company, Pizza Nova took on a new look, starting with their store downtown Toronto. "We had some great comments [on the new look]," said Primucci, "We had one lady say, 'You know what, it looks more Italian.' Another lady comes in and says it looks very upscale."

In addition, Primucci became the new voice of the radio commercials, joking, "The first time I ever heard my myself [on the radio], I said, 'Oh, that sounds terrible!'"

The next Growth & Power Breakfast series event will take place on May 13, 2014, featuring Pierre Morrisette, Chairman, Pelmorex (The Weather Network).

Pierre is a master at raising OPM for big ideas as in the case of The Weather Network. Many thought he was crazy to broadcast weather 24/7 but Pierre had bigger plans for this fledgling channel. Learn how he raised the capital including mortgaging his home several times to make his dream come true and now is at the helm of one of the world's most recognized and respected weather information authorities.


What: Growth & Power Breakfast Series
Where: Port Credit Yacht Club
When: May 13, 2014, 7:30 a.m. to 9:30 a.m.

Growth & Power is a breakfast series designed for CEOs and senior executives in Mississauga and the surrounding areas. It features presentations from some of Canada's most influential entrepreneurs, CEOs and business success stories, providing the opportunity to learn from practical anecdotes and advice based on the experiences gained in building their own organizations.

For more information on the event please visit or contact Dianne Morgan at
(905) 273-6151 ext. 32.

MBOT would like to thank its event sponsors: KPMG Enterprise, Pallett Valo LLP, Port Credit Yacht Club and Century Audio Visual.
As the voice of business since 1976, Mississauga Board of Trade is a private-sector, not-for-profit business organization representing approximately 1,500 businesses, employing 65,000 people in Mississauga.  MBOT is well positioned to meet the needs of business by using its considerable influence at all levels of government.  As the forum for business, MBOT works together to influence public policy and promote a better understanding of the marketplace among policy makers, media and the general public.  

Media Contact:
Sheldon Leiba
President & CEO
Mississauga Board of Trade
905-273-6151 ext. 27