A Cuppone Alpha (formerly Giotto) costs €13,500 for 7 pizzas and €15,000 for 10 pizzas. With a margin of €5 per pizza and 80 pizzas per service, the oven alone pays for itself in about 6 weeks, and in about 7 weeks with the motorised hood. Even with a cautious assumption of €2 net margin per pizza, it takes about 4 months.
This page sets out the calculation model by model, so you can redo it with your own figures before requesting a quote.
The Giotto has not been manufactured since March 2025: the Alpha replaces it, with the same capacities. The AO110/1TSN corresponds to the Giotto GT 110 and the AO140/1TSN to the Giotto GT 140.
What the oven really costs
| Alpha AO110/1TSN (formerly Giotto GT 110) | Alpha AO140/1TSN (formerly Giotto GT 140) | |
|---|---|---|
| Capacity | 7 pizzas Ø 35 cm | 10 pizzas Ø 35 cm |
| Price, Napoli kit included | €13,500 | €15,000 |
| Price per pizza space | about €1,930 | €1,500 |
| Hood with motor (discounted price) | €2,800 | €2,980 |
| Oven + hood budget | €16,300 | €17,980 |
The Napoli kit (high-temperature stone and reinforced heating elements, 450 °C) is already included. Transport is quoted according to the delivery address: it is not counted in the calculations below.
The basic calculation
The principle is simple: divide the budget by the margin you make on each pizza.
As in our other guides, we use €5 margin per pizza (selling price minus ingredients), 80 pizzas per service and six services per week.
| AO110/1TSN | AO140/1TSN | |
|---|---|---|
| Pizzas to pay back the oven alone | 2,700 | 3,000 |
| Time, oven alone | 34 services, about 6 weeks | 38 services, about 6 weeks |
| Pizzas to pay back oven + hood | 3,260 | 3,596 |
| Time, oven + hood | 41 services, about 7 weeks | 45 services, about 7.5 weeks |
The €1,500 difference between the two models represents 300 pizzas, fewer than 4 services.
Depending on your volume
Time to pay back the oven + hood budget, at €5 margin per pizza and six services per week:
| Pizzas per service | AO110/1TSN (€16,300) | AO140/1TSN (€17,980) |
|---|---|---|
| 60 | 55 services, about 9 weeks | 60 services, 10 weeks |
| 80 | 41 services, about 7 weeks | 45 services, about 7.5 weeks |
| 120 | 28 services, about 5 weeks | 30 services, 5 weeks |
At 120 pizzas per service, check your busiest hour: the AO110 bakes about 70 pizzas per hour, the AO140 more than 100 (see below).
Cautious version: with all your costs
The €5 margin does not include wages, rent or energy. If we only count €2 net margin per pizza, once all costs are paid:
| AO110/1TSN | AO140/1TSN | |
|---|---|---|
| Pizzas to pay back oven + hood | 8,150 | 8,990 |
| Time at 80 pizzas per service | 102 services, about 4 months | 113 services, just over 4 months |
Even with this cautious assumption, the oven pays for itself within one season.
AO110 or AO140: which one to choose?
With the hood, the AO140/1TSN costs €1,680 more than the AO110/1TSN. At €5 margin, that represents 336 pizzas, just over 4 services at 80 pizzas.
In return, you gain 3 spaces and about 30 pizzas per hour. The AO110 bakes about 70 pizzas per hour: if your busiest hour goes beyond that, customers wait or leave.
Example: 10 more pizzas served on Friday evening and 10 on Saturday evening, 20 per week, bring in €100 of margin per week. The price difference is then recovered in about 17 weeks, and becomes profit after that.
- Choose the AO110/1TSN if you bake up to 60 or 70 pizzas in your busiest hour, or if space is tight.
- Choose the AO140/1TSN if you go beyond that, sell takeaway, or plan to grow: it also has the best price per pizza space, at €1,500.
To size your oven precisely, read What pizza oven capacity should you choose for your production volume?
No VAT to pay upfront
We ship from Italy. If your pizzeria is established in another European Union country and has a valid intra-community VAT number, you are not charged Italian VAT: you account for your own country's VAT under the reverse-charge mechanism.
In practice, on a budget of €17,980, you do not pay upfront the VAT that a supplier in your own country would charge on the order and that you would only recover later: €3,596 at a 20% rate, as in France or Austria. It is not a discount, but your cash stays available when opening or refitting costs the most.
Customers established or delivered in Italy pay Italian VAT. Have your situation confirmed by your accountant.
Redo the calculation with your figures
Two divisions are enough:
- Pizzas to sell = oven budget ÷ margin per pizza
- Number of services = pizzas to sell ÷ pizzas per service
Example: an AO140/1TSN with hood (€17,980), a margin of €4 and 100 pizzas per service give 4,495 pizzas, 45 services, about 7.5 weeks at six services per week.
The configurator shows the exact price of your oven with its options; add the transport shown on your quote. To compare with other brands, see Neapolitan Pizza Oven Prices: IZZO vs Zanolli vs Cuppone (2026).
Get a quote for a Cuppone Alpha (formerly Giotto)
You receive a written quote, including the cost of transport to your address.
- Configure the Alpha AO110/1TSN (7 pizzas)
- Configure the Alpha AO140/1TSN (10 pizzas)
- See the full Cuppone Alpha product page
Transport, access to the premises and door clearance are explained in detail in Professional Pizza Oven Delivery in Europe and Internationally.
