Pizza Brutta

What Pizza Brutta does

Pizza Brutta is a single-location Neapolitan-style pizza restaurant operating in the Dudgeon-Monroe neighborhood of Madison, Wisconsin from 1805 Monroe Street. Founded circa 2008 and employing 11 staff, the restaurant serves handcrafted personal-sized pizzas prepared in an 800-degree wood-fired brick oven using house-made dough, San Marzano crushed tomatoes, fresh mozzarella, and regionally sourced ingredients. The menu is structured around Pizza Rosso (tomato-based) and Pizza Bianco (olive oil-based) varieties, a Build-Your-Own option, plus starters, salads, and desserts. The restaurant operates daily from 11:00 am to 9:00 pm and maintains a publicly accessible menu with pizza prices ranging from $10.00 to $15.75 and a gluten-free crust upcharge of $4.50.

The company generates revenue through three channels: dine-in service at the Monroe Street location, takeout and online ordering via the Toasttab platform, and a mobile catering service that transports the brick oven to off-site events such as weddings, corporate functions, birthday parties, and holiday gatherings. Catering is priced on a quote basis depending on guest count and event specifications, while individual menu items are unit-priced and gift cards are sold through Toasttab. The business is privately held with no disclosed institutional investors, parent company, or ownership structure, and there is no evidence of multi-unit expansion.

Pizza Brutta's go-to-market is direct-to-consumer, with marketing executed through its own website (built on the SpotHopper platform), Instagram, Yelp reviews, and the Toasttab ordering integration. Customer segments comprise local Madison individual consumers and families (primary) plus event organizers and catering clients (secondary). The restaurant maintains WCAG Level AA web accessibility compliance and sources select branded ingredients such as Mike's Hot Honey for menu differentiation. All operations are confined to the Madison, WI metropolitan area.

Name

Pizza Brutta

Website

https://pizzabrutta.com

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

Pizza Brutta is a single-location Neapolitan-style pizza restaurant in Madison, Wisconsin, serving handcrafted brick-oven pizzas, salads, and desserts to local diners via dine-in, online ordering, and mobile event catering.

Ownership category

akta.pro rank

Product category

Pizza Restaurant / Casual Dining

NAICS

Limited-Service Restaurants (722513), Caterers (722320)

SIC

Retail-Eating & Drinking Places (5810), Retail-Eating Places (5812)

akta.pro primary industry

Pizza Fast Casual (THAFABAB)

Keywords

• Neapolitan style pizza
• Wood fired pizza
• Pizza restaurant
• Mobile pizza catering
• Italian casual dining

Headquarters

HQ city

Madison

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales, Infrastructure

Revenue model

1. Dine-in Restaurant Sales: In-restaurant dining revenue from serving Neapolitan-style pizzas, salads, appetizers, and desserts to walk-in customers at the Madison, WI location
2. Takeout and Online Ordering: Online ordering through Toasttab platform for takeout orders of pizzas and menu items, representing a significant portion of revenue stream
3. Mobile Catering Services: Mobile brick oven catering for events including birthdays, holiday parties, corporate events, and weddings. They bring the brick oven to event locations and prepare pizzas fresh for guests, priced per event based on guest count and requirements

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

Pizza Brutta is a Neapolitan-style pizza restaurant in Madison, Wisconsin that handcrafts personal-sized pizzas in an 800°F wood-fired brick oven using San Marzano crushed tomatoes, house-made fresh mozzarella, and regionally sourced ingredients. The restaurant offers dine-in service, takeout via online ordering, and mobile brick oven catering for events such as birthday parties, corporate functions, and weddings. The menu also includes starters, salads, and desserts.

Product overview

Pizza Brutta is a Neapolitan-style pizza restaurant offering handcrafted personal-sized pizzas made in an 800-degree wood-fired brick oven. The core product line consists of Pizza Rosso (tomato-based) and Pizza Bianco (olive oil-based) varieties, complemented by a Build Your Own option with gluten-free crust availability. The restaurant also operates a Mobile Catering Service that brings the brick oven experience to events. Additional offerings include starters, salads, and desserts. The company emphasizes locally sourced ingredients and regional food system support.

Differentiator

Problem solved

Functional benefit

Products and services

• Neapolitan-Style Pizza Handcrafted Neapolitan-style pizzas made to order in an 800°F wood-fired brick oven with San Marzano crushed tomatoes, house-made fresh mozzarella, and regionally sourced ingredients, served as personal-sized pies to dine-in and takeout customers in Madison, WI.
• Pizza Rosso (Red Pizza) Red pizza line built on San Marzano crushed tomatoes, house-made fresh mozzarella, olive oil, and sea salt, including varieties such as Margherita, Margherita con Bufala, Americano, Carbonara, and Diavola.
• Pizza Bianco (White Pizza) White pizza line with an olive oil base and sea salt (no crushed tomato), including varieties such as Bianca con Bufala, Prosciutto Arugula, Cremini, Pesto, and Caprino.
• Build Your Own Pizza Custom pizza builder letting customers start with a Margherita, Formaggi, or Bianca base and add selected meats, cheeses, veggies, and roasted veggies, with gluten-free crust available for an additional $4.50.
• Starters & Salads Appetizers and salads including Artichoke Dip, Cheesy Garlic Bread, Antipasti Misti, Focaccia, Caprese Salad, Greek Salad, Caesar Salad, Beet Salad, and Rocket Salad.
• Desserts Dessert offerings including Gelato (market price) and Nutella Focaccia (warm focaccia with Nutella, Maldon sea salt, and powdered sugar).
• Mobile Brick Oven Catering Service Mobile catering service that brings the brick oven and pizza-making operation to events including birthday parties, holiday parties, corporate events, and weddings, with pizzas prepared fresh in front of guests; pricing is quote-based depending on guest count, event type, and requirements.
• Gift Cards Restaurant gift cards sold through the Toasttab platform for use at the Madison, WI location.

Named customers1 record

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Feature1 record

Partnerships

Two partnerships are on record, tiered core and minor.

• ToasttabcoreTechnology or IntegrationToasttab is the online ordering and point-of-sale platform integrated into Pizza Brutta's website for takeout orders. Customers are directed to order.toasttab.com for online ordering. Toasttab handles payment processing and order management for the restaurant's digital sales channel.
• Mike's Hot HoneyminorOthersMike's Hot Honey is featured as a pizza topping option (available on the Roni Cups pizza). This appears to be a supplier relationship where Mike's Hot Honey is used as a specialty ingredient on select menu items.

Scale indicators2 records

Recent moves5 records

Expansion highlights3 records

Direct peers

• Coalhouse Pizza: Neapolitan-style pizzeria featuring high-heat coal-fired oven cooking and an artisanal ingredient story. Comparable to Pizza Brutta on traditional high-heat oven technique and sit-down Italian pizzeria format.
• Forza: Italian/Neapolitan-style restaurant in Madison, WI focused on wood-fired cooking. Most direct local-market competitor to Pizza Brutta in Madison, competing for the same Italian-pizza occasion and diner.
• Pizzeria Bianco: Phoenix-based Neapolitan/wood-fired pizza institution led by Chris Bianco, widely regarded as a benchmark for authentic, ingredient-driven Neapolitan-style pizza in the U.S. — directly comparable to Pizza Brutta on product philosophy, brick-oven technique and single-city independent operator profile.
• Salvatore's Tomato Pies: Naples-trained chef–led Neapolitan pizza concept with locations across multiple U.S. cities, focused on authentic VPN-style pies. Comparable to Pizza Brutta on authentic-Neapolitan positioning, ingredient quality and brick-oven cooking.
• Tony's Pizza Napoletana: San Francisco restaurant run by 13-time World Pizza Champion Tony Gemignani, featuring multiple Neapolitan/wood-fired styles in an artisanal independent format. Closely comparable to Pizza Brutta on authentic-Neapolitan positioning and high-quality single-location operator model.
• Grimaldi's Pizzeria: Long-running coal- and brick-oven pizzeria focused on traditional, high-heat Italian-style pizza. Comparable to Pizza Brutta on traditional oven-cooked pizza technique and sit-down pizzeria experience.
• Roberta's: Brooklyn-based wood-fired Neapolitan pizzeria known for ingredient-driven pies and a strong local following, plus catering and events business. Directly comparable to Pizza Brutta on brick-oven technique, neighborhood-anchored identity and multi-channel revenue model.

Regional players

• Ian's Pizza: Madison-originated pizza chain famous for its sliced pizza and catering business. Comparable to Pizza Brutta as a Madison-area pizza operator with a strong catering segment, though positioned more in a casual-sliced format rather than Neapolitan.

Others

• Toast (POS/Olo-equivalent pizza OS ecosystem): Toasttab is Pizza Brutta's online ordering and POS partner and is included here only as an ecosystem relationship — not a direct customer competitor, but a technology and channel dependency that shapes how Pizza Brutta takes orders and serves dine-in/off-premise customers.

Broad incumbents

• Toppers Pizza: Wisconsin-born and Midwest-region pizza chain offering artisan-style and traditional pies with delivery and catering programs. Comparable to Pizza Brutta in competing locally for the same pizza occasion and catering budget, though as a much larger multi-unit operator.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat2 records

Key risks5 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/pizzabrutta
• LinkedInlinkedin.com/company/pizza-brutta

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Pizza Brutta