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Domino’s is crushing it online so a startup got $15 million to help pizzerias fight back

GGV Capital is leading the round into New York City-based Slice.

Staten Island, New York is not known for tech startups. Luckily for Ilir Sela, it is known for its pizza.

The Staten Island resident got his start by building websites for local pizza shops owned by some friends and family. After years of bootstrapping, he recently raised $15 million for his startup Slice, which aims to help pizzerias convert from phone orders to digital orders, and battle back against the digital dominance of Domino’s along the way.

The round is being led by GGV Capital, the investment firm that has taken stakes in fast-growing app-based marketplaces like Wish, OfferUp and Poshmark. Slice had previously raised a small A-round investment from Primary Venture Partners.

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