Ilir Sela likes to call himself "third-generation pizza." A 38-year-old Albanian immigrant, his extended family has owned so many pizzerias he has trouble counting them all. So when he launched a business, in 2010, to offer independent pizzerias the technology to compete with the likes of Domino's, Little Caesars, Papa John's and Pizza Hut, the first thing he did was to sign up his brother-in-law, his cousins and his friends.