Ready for a pizza story that’s anything but typical? We’re diving into the world of Rose City Pizza with owner Brian Nittayo. His shop is famous for blending two unexpected things: killer fusion pizzas and an unapologetically awesome ’90s aesthetic. Did someone say Teenage Mutant Ninja Turtles? I hope so.
Brian’s story covers everything from desperation at the Pizza Expo to building a community that lasts.
From Childhood Love to Las Vegas Hustle
For Brian, pizza was always tied to special moments—whether celebrating a Little League victory or watching the Dodgers. He joined sports and clubs just because he knew free pizza would be there!
That deep appreciation led to an opportunity to open a pizzeria next to his family’s other businesses. The problem? Brian didn’t exactly know how to make pizza. He found a local guy willing to teach him, but that guy ghosted him to move to Montana—equipment purchased, but no instruction!
Feeling totally desperate, Brian hit the 2009 Pizza Expo in Las Vegas. That’s where fate intervened: he met the legendary Tony Gemignani. Tony took him on as one of his first students, which ultimately led Brian to an intensive, hands-on apprenticeship in New York with pizza masters Bruno DeFabio and John Christina. That trip provided the fundamental skills, but most importantly, the ongoing support he needed to conquer those early dough disasters back home.
The Secret Ingredient: Fusion
Opening during a recession meant Brian had to fight for every customer. In a world full of Italian-style wood-fired ovens, he knew he had to think outside the box.
Brian took inspiration from his roots in the San Gabriel Valley and his love for Mexican cuisine. He started fusing those flavors right onto his pies. The result? Mind-blowing creations like the Al Pastor taco pizza, served with consommé for dipping!
This unique approach made Rose City Pizza go viral, attracting a huge initial wave of customers.
Building Roots, Not Just Buzz
While going viral was exciting, Brian quickly realized it wasn’t a sustainable model. Those customers traveling an hour and a half weren’t going to be his regulars. So, he made a pivotal shift: he put all his focus into the local community.
The business itself is a beautiful tribute to his family’s persistence. Brian’s dad, the entrepreneur who saw the opportunity, passed away six years into the business. Brian and his mom kept Rose City Pizza going to preserve his legacy. For Brian, running the shop is his way of showing love and hospitality, just like his dad did at home.
The result? Rose City Pizza is now a generational staple, the kind of place where kids grow up eating the pizza, and it becomes a Friday night tradition. When you walk in, you’re not just another customer; you’re saying hi to a friend. That care, love, and attention is the absolute charm of a family business.
Step Inside the Man Cave
The shop’s name, Rose City Pizza, is a perfect nod to their original location, and it became even cooler when they moved to Covina and took over a historic flower shop—a beautiful bit of irony!
But the real personality comes from the ’90s theme. Brian decorated the place as his ultimate “man cave”: murals of the Teenage Mutant Ninja Turtles (who taught him that pizza gives you ninja skills!), arcade games, and nods to classics like Back to the Future. When you walk in, you’re truly stepping into Brian’s world.
What should you order? Their classic pepperoni is the top seller, but you must try The Kickflip. Named after the skate park next door, it’s an upgraded pepperoni pie topped with whipped ricotta and their famous house chili oil. The best part is you can get any pizza in three styles: New York, Detroit, or Tavern style.
The Pizza Community is the Best
Brian’s success is a testament to the generosity in the pizza world. From Tony Gemignani to friends like Al the Pizza Buddha, people freely share knowledge. Brian even implemented a lot of advice, adding automation like dough dividers to streamline the process, allowing them to lower prices by 20% for their customers. This community spirit is truly what makes the industry so exciting right now.
Looking ahead, Brian is developing a mobile catering concept—an Italian wood-fired oven mounted on the back of his Toyota pickup! It sounds awesome and we can’t wait to see it roll out.
If you’re ever in the area, stop by and grab a slice!
Follow Rose City Pizza on Instagram @rosecitypizza or visit https://rosecitypizza.com/.
Stay updated with the latest from Rose City Pizza and other amazing family-owned pizzerias across the globe by subscribing to The Pizza Story Podcast now! Check out our episode with Rose City Pizza here: https://youtu.be/M7XdC9jgLl4
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