San Francisco-based robotics startup XRobotics has developed a compact countertop robot called xPizza Cube, aimed at revolutionizing the pizza restaurant industry by automating routine tasks. Sized roughly like a stackable washing machine and equipped with machine learning technology, the robot efficiently distributes sauce, cheese, and pepperoni slices onto pizza dough. Able to construct up to 100 pizzas per hour, the xPizza Cube is easily adaptable to accommodate different pizza styles and sizes, including Detroit and Chicago deep-dish varieties. The robots currently lease for about $1,300 monthly on a three-year term, providing restaurants with significant operational efficiency.
According to Denis Rodionov, co-founder and CEO of XRobotics, the automation technology dramatically reduces the repetitive and time-consuming aspects of pizza assembly, freeing restaurant workers to focus on other tasks. “This reduces labor involved in assembling pizzas by 70 to 80 percent,” Rodionov explained, noting the repetitive nature of tasks such as individually placing dozens of slices of pepperoni.
However, XRobotics is not the first company seeking to introduce robotics into the pizza business. Zume, a notable competitor in the space, launched pizza-making robotic trucks and raised over $420 million before shifting toward sustainable packaging in 2020, and completely shutting down by 2023.
Rodionov attributes XRobotics’s relative success to its practical approach—building compact assistance tools that integrate seamlessly with existing kitchen operations, rather than attempting a full transformation of the entire pizza-making process. This strategic decision was based on early trials with larger equipment, which proved cumbersome and impractical for existing restaurant spaces. “Our early pilot with a larger version of this technology made it clear we needed something significantly smaller,” Rodionov said. “All our data, instincts, and customer feedback pointed towards downsizing. Following that advice has turned out tremendously successful.”
The initial launch of the oversized prototype machine occurred back in 2021 and struggled with practicality. After redesigning and refining their approach, XRobotics introduced the smaller, optimized version of the xPizza Cube in 2023, a model proven popular enough already to prepare and assemble 25,000 pizzas monthly across various customer locations. While the company declined to disclose the exact number of clients currently using the technology, the substantial pizza volume points to broad adoption.
Investors have also shown confidence in the growing potential of this robotic solution. Recently, XRobotics closed a $2.5 million seed funding round led by FinSight Ventures with participation from SOSV, MANA Ventures, and Republic Capital. Rodionov announced that this injection of capital will be used primarily to expand manufacturing capabilities, enabling the production of additional units and accelerating installations for new clients.
Looking ahead, XRobotics sees massive room for growth within the pizza sector alone, given the over 73,000 pizza chains currently operating across the U.S. The company also plans on geographically expanding into markets such as Canada and Mexico next.
Rodionov, who identifies as a passionate pizza enthusiast himself, shared that the team extensively tests pizzas across major cities known for their distinct pizza styles, including San Francisco, New York, and Chicago. Personally, Rodionov mentioned his fondness for Detroit-style pizza, a type particularly famed for its unique square shape and crisp, cheesy crust.
