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XInside Piestro, the Robotics Startup Serving Pizza With the Touch of a Button
Decerry Donato is dot.LA's Editorial Fellow. Prior to that, she was an editorial intern at the company. Decerry received her bachelor's degree in literary journalism from the University of California, Irvine. She continues to write stories to inform the community about issues or events that take place in the L.A. area. On the weekends, she can be found hiking in the Angeles National forest or sifting through racks at your local thrift store.

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It’s 2 a.m. during a night out; you’re hungry, but all kitchens are closed and the food options are limited.
Piestro believes it has a solution. The El Segundo-based startup is developing a fully robotic vending machine for pizzas.
“You generally don't get really good or fresh foods [late at night],” Piestro founder and CEO Massimo De Marco said. “But being able to bring in something nice, fresh, hot and I want to say healthy—that was really the main factor we're wanting to bring to the masses 24/7.”
Before founding Piestro in 2020, Italy native De Marco helped launch Pasadena-based food delivery platform Kitchen United and had hospitality industry stints working for restaurateur Wolfgang Puck and the Hillcrest Country Club in Beverly Hills. To make his dream of an automated pizza machine a reality, De Marco has the help of a team of engineers with experience from the likes of Walt Disney Imagineering, NASA’s Jet Propulsion Laboratory, Boston Dynamics and Virgin Hyperloop.
Photo by Decerry Donato
Piestro founder and CEO Massimo De Marco examines the startup's pizza-making machine.
(Though he works remotely, De Marco said he spends at least one day a week in Piestro’s El Segundo facility overseeing the team and taste-testing the pizza. When asked about his daily slice count, he admitted: “I don’t count because I’m embarrassed!”)
Standing six feet tall and nine feet wide, Piestro’s machine is built with a glass window allowing customers to watch the process unfold inside. It’s similar to chains like Blaze Pizza or Pieology, where the pizza is made by workers in an assembly line—except Piestro’s machine requires no workers to produce a pie in a matter of minutes.
“We wanted to make that experience more interactive and show you that this is fresh stuff,” said Piestro engineer Darian Ahler—who also runs his own food automation startup, Bobacino. “You're not getting some frozen pizza sitting there; you're able to see your pizza constructed right in front of you, and that's super exciting and gets people more engaged with the brand.”
Piestro customers are updated on the status of their pizza via a screen.Photo by Decerry Donato
Piestro lets customers order through a touchscreen that lets them choose the toppings for their pizza. (The machine can hold six to eight different toppings at a time.) Once they pay, the customer’s name pops up on a screen indicating when the pie will be ready. The entire process usually takes anywhere from five to eight minutes, though Piestro wants to bring that down to four minutes.
De Marco said the company has already received more than 4,000 pre-orders for its automated pizza machine, with woodfired pizza chain 800 Degrees among its clientele. (De Marco declined to disclose the price Piestro is charging per machine.) Piestro believes its product is ideal for hospitals, airports, schools and apartment complexes that could use access to prepared food at all hours of the day.
The startup isn’t the only automated pizza game in town; there’s also Stellar Pizza, a Hawthorne-based robotic food truck founded by former SpaceX engineers. While Stellar’s model offers mobility, Piestro’s “hub-and-spoke model” has its own advantages, Ahler said.
After a pizza is ready to be picked up, the Piestro machine stores it in a compartment where it is kept warm. Photo by Decerry Donato
Though Santa Monica-based food-tech incubator Wavemaker Labs is Piestro’s lead investor, the company proudly boasts of the thousands of investors it has amassed through two separate equity crowdfunding campaigns. Piestro has raised more than $6 million in funding with the help of those campaigns, and is currently seeking to raise another $20 million to help scale its business.
De Marco noted that the startup’s crowdfunding investors include former food industry colleagues of his, from waiters to bartenders, who “totally understand this industry” and the value of the automation Piestro is looking to achieve.
“A busboy that worked with me 15 years ago told me he invested $1,000,” according to De Marco. “They want to get involved and feel like they're part of this new robotic revolution.”
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Decerry Donato is dot.LA's Editorial Fellow. Prior to that, she was an editorial intern at the company. Decerry received her bachelor's degree in literary journalism from the University of California, Irvine. She continues to write stories to inform the community about issues or events that take place in the L.A. area. On the weekends, she can be found hiking in the Angeles National forest or sifting through racks at your local thrift store.
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Inspectiv Raises $8.6M To Build a Better Cybersecurity Platform
Samson Amore is a reporter for dot.LA. He previously covered technology and entertainment for TheWrap and reported on the SoCal startup scene for the Los Angeles Business Journal. Send tips or pitches to samsonamore@dot.la and find him on Twitter at @Samsonamore. Pronouns: he/him
What do education startups, maternal care platforms and Minecraft servers have in common? They’re all susceptible to hacking.
Also, businesses in each industry use software created by Manhattan Beach-based Inspectiv, which announced Thursday that it’s raised an $8.6 million Series A round to continue developing its artificial intelligence that detects and wipes out security threats.
The new funds bring the total Inspectiv has raised to $16.6 million since its 2018 launch. Founder and chairman Joseph Melika told dot.LA the company’s recent growth has largely been steered by the pandemic as companies put a higher value on data security.
The heightened need for better security, according to Melika, is due to recent changes in how people work. “Just people, frankly, getting distracted,” he said, has made some businesses more vulnerable to hackers.
“They’re working remotely, their laptops are from home [with] no firewall,” he said, adding that has left a lot of systems potentially exposed to hacks.
Inspectiv’s risk management platform runs autonomously 24/7 and is constantly scanning for threats, Melika said. The software isn’t just run on A.I., it's also combined with a network of security researchers. Melika said part of Inspectiv’s intelligence comes from the input of thousands of researchers.
Once it finds a threat, the software alerts Inspectiv, whose vulnerability spot-checkers verify it and identify it to the client. Then, Inspectiv scans its other clients for the same threat, or similar invasions that could be lurking. There’s also the potential for the software to review backup files, in case a company wants to make sure no older resolved threats spring back to life.
Melika pointed out several current Inspectiv clients using its software are local, including GoGuardian, maternal care company Mahmee and Minehut, a platform for people to host custom “Minecraft” servers.
The funding round was led by StepStone Group, among a suite of existing Inspectiv investors including Westwood-based Fika Ventures, San Francisco’s Freestyle Capital and Santa Monica-based Mucker Capital.
CEO Ryan Disraeli (left) and Founder and Chairman Joseph Melika (right)
Courtesy of Inspectiv
Inspectiv also announced a leadership transition this week alongside several new hires – former CEO and co-founder of fraud prevention service Telesign Ryan Disraeli will take the reins as CEO of Inspectiv, while Melika will remain on board as the company’s board chairman.
“Inspectiv is really helping secure the internet, and that was something that personally I could get passionate about,” Disraeli said. “To be able to work with a team of people that we brought in that also has that security background, but also experience scaling up organizations was a pretty exciting opportunity.”
The company also hired Karen Nguyen as chief revenue officer, Ray Espinoza as chief information security officer and Ross Hendrickson to be vice president of engineering. Disraeli said the Inspectiv team is currently 22 people but the company is “adding aggressively to that number” by expanding its product development team.
Disraeli wouldn’t disclose revenues but told dot.LA he’s confident he can grow Inspectiv quickly.
“There's a lot of companies raising money that don't have customers and don't have real growth,” Disraeli said. “This is a company that has real customers that are growing and growing with us.”
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Samson Amore is a reporter for dot.LA. He previously covered technology and entertainment for TheWrap and reported on the SoCal startup scene for the Los Angeles Business Journal. Send tips or pitches to samsonamore@dot.la and find him on Twitter at @Samsonamore. Pronouns: he/him
Activision Buys Game Studio Proletariat To Expand ‘World of Warcraft’ Staff
Samson Amore is a reporter for dot.LA. He previously covered technology and entertainment for TheWrap and reported on the SoCal startup scene for the Los Angeles Business Journal. Send tips or pitches to samsonamore@dot.la and find him on Twitter at @Samsonamore. Pronouns: he/him
Activision Blizzard intends to acquire Proletariat, a Boston-based game studio that developed the wizard-themed battle royale game “Spellbreak.”
VentureBeat first reported that the Santa Monica-based publisher was exploring a purchase, noting its ongoing mission to expand the staff working on Blizzard’s hit massively multiplayer online game “World of Warcraft,” which launched in 2004.
Proletariat’s team of roughly 100 people will be merged into Activision’s “World of Warcraft” team to work on its upcoming expansion game. Though there’s no release date as yet for the title, “World of Warcraft: Dragonflight” is expected to debut before the end of this year.
Activision did not immediately return a request for comment. Financial terms of the deal were not available.
This Proletariat deal is Activision's latest push to consolidate its family tree by folding its subsidiary companies in under the Blizzard banner. More than 15 years after it bought out New York-based game developer Vicarious Visions, Activision merged the business into its own last year, ensuring that the studio wouldn’t work on anything but Blizzard titles.
The deal could also have implications for workers at Activision who have looked to unionize. One subsidiary of Activision, Wisconsin-based Raven Software, cast a majority vote to establish its Game Workers Alliance—backed by the nationwide Communications Workers of America union—in May.
Until recently, Activision has remained largely anti-union in the face of its employees organizing—but it could soon not have much of a say in the matter once it finalizes its $69 billion sale to Microsoft, which said publicly it would maintain a “neutral approach” and wouldn’t stand in the way if more employees at Activision expressed interest in unionizing after the deal closes.
Each individual studio under the Activision umbrella would need to have a majority vote in favor of unionizing to join the GWA. Now, Proletariat’s workforce—which, somewhat ironically given its name, isn’t unionized—is another that could make such a decision leading up to the Microsoft deal’s expected closing in 2023.
Samson Amore is a reporter for dot.LA. He previously covered technology and entertainment for TheWrap and reported on the SoCal startup scene for the Los Angeles Business Journal. Send tips or pitches to samsonamore@dot.la and find him on Twitter at @Samsonamore. Pronouns: he/him
Snap Officially Launching ‘Snapchat Plus’ Subscription Tier
Kristin Snyder is an editorial intern for dot.la. She previously interned with Tiger Oak Media and led the arts section for UCLA's Daily Bruin.
Snap is officially launching Snapchat Plus, a paid subscription plan on Santa Monica-based social media company’s flagship app.
Snap is now the latest media company to tack a “plus” to the end of its name—announcing Wednesday that the new service will provide users with “exclusive, experimental and pre-release features” for the price of $3.99 a month. The first features available to paying subscribers include the ability to customize the style of app’s icon, pin a “BFF” to the top of their chat history and see which users have rewatched a story, according to The Verge.
The new product arrives after Snap confirmed reports earlier this month that it was testing Snapchat Plus—though the version that it has rolled out does not incorporate the rumored feature that would allow subscribers to view a friend’s whereabouts over the previous 24 hours.
Snapchat Plus will initially be available to users in the U.S., Canada, U.K., France, Germany, Australia, New Zealand, Saudi Arabia and the United Arab Emirates. While certain features will remain exclusive to Plus users, others will eventually be released across Snapchat’s entire user base, Snap senior vice president of product Jacob Andreou told The Verge. (Disclosure: Snap is an investor in dot.LA.)
The subscription tier introduces a new potential revenue stream for Snap, which experienced a “challenging” first quarter marked by disruptions to its core digital advertising market. However, Andreou told The Verge that the product is not expected to be a “material new revenue source” for the company. He also disputed that Snap was responding to its recent economic headwinds, noting that Snap had been exploring a paid offering since 2016.
Despite charging users, Snapchat Plus does not include the option to turn off ads. “Ads are going to be at the core of our business model for the long term,” Andreou said.
Snap is not the first popular social media platform to venture into subscriptions: Both Twitter and Tumblr rolled out paid tiers last year, albeit with mixedresults.Kristin Snyder is an editorial intern for dot.la. She previously interned with Tiger Oak Media and led the arts section for UCLA's Daily Bruin.