La Pizza
La Pizza is a founder-owned, two-location pizzeria in the St. Louis metro (University City and St. Charles, MO) serving hand-tossed, brick-oven pizzas and Italian items to local residents via dine-in, carryout, phone, and third-party delivery aggregators.
- Company typePrivate
- Founded2003
- Headquarters—
- Headcount—
- GTM typeB2C
- OfferingServices
What La Pizza does
La Pizza is a privately held, founder-owned pizzeria operating two brick-and-mortar restaurants in the St. Louis metropolitan area — one on Delmar Boulevard in University City and one on North Main Street in St. Charles, Missouri. Founded in July 2003 by Stella Johnson and Matt Dooley, both Le Cordon Bleu College of Culinary Arts alumni, the business specializes in hand-tossed pizzas cooked in brick ovens, prepared fresh daily using same-day dough, sauce made each morning from crushed tomatoes with a proprietary spice blend, hand-cut toppings, and 100% whole milk mozzarella. The menu covers three hand-tossed pizza sizes (14", 16", 18"), signature specialty pizzas (The Roberto, Deluxe Veggie, Deluxe Meat), individual slices, stromboli, calzones, salads, cheese garlic bread, and hot hero sandwiches.
The technology stack is deliberately low-tech and craft-oriented: brick ovens, manual dough and sauce preparation, and no mobile app or proprietary digital ordering system. Customer access is via in-person visits, phone orders, the informational website (lapizzamenu.com), and three third-party delivery aggregators (UberEats, DoorDash, GrubHub) for the St. Charles location. Pricing is unit-based and pay-as-you-go, with cheese pizzas priced at $17–$24 depending on size and location, specialty pizzas at $24.50–$41, and slices at $4.75–$5.25. The Delmar/University City location carries a small price uplift relative to St. Charles across the menu.
The company serves local St. Louis-area individuals, families, and visitors seeking fresh, artisan-style pizza for dine-in, carryout, and aggregator-fulfilled delivery. Marketing is minimal — limited to organic search, a Facebook "Like" campaign, and aggregator listings — with reliance on word-of-mouth and the brand's 2010 St. Louis Magazine "#1 Pizza in St. Louis" recognition to drive traffic. No outside capital has been raised, no parent company or institutional investor is involved, and operations remain concentrated in the two founder-operated storefronts.
La Pizza firmographics
Firmographics- Name
- La Pizza
- Legal name
- La Pizza
- Website
- https://lapizzamenu.com
- Company type
- Private
- Founded year
- 2003
- Operating status
- Operating
- Short description
- La Pizza is a founder-owned, two-location pizzeria in the St. Louis metro (University City and St. Charles, MO) serving hand-tossed, brick-oven pizzas and Italian items to local residents via dine-in, carryout, phone, and third-party delivery aggregators.
- Ownership category
- akta.pro rank
La Pizza industry classification
Industry- Product category
- Casual Dining Pizzeria
- NAICS
- Limited-Service Restaurants (722513)
- SIC
- Retail-Eating Places (5812)
- akta.pro primary industry
- Pizza Fast Casual (THAFABAB)
- akta.pro secondary industry
- Pizza QSR (THAFAAAB)
Keywords
La Pizza business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Supply Chain, Operations, Marketing or Sales, Infrastructure
Revenue model
- Dine-in and Carryout Pizza Sales: Direct sales of hand-tossed brick oven pizzas, specialty pizzas, stromboli, calzones, salads, hero sandwiches, and beverages to walk-in customers and phone orders at physical restaurant locations.
- Third-Party Delivery Platform Transactions: Orders placed through UberEats, DoorDash, and GrubHub delivery aggregators, with the company fulfilling food preparation while platforms handle delivery logistics and customer acquisition.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Hand-Tossed Cheese Pizza - St. Charles Location |
| Unit Pricing | Pay-as-you-go | Hand-Tossed Cheese Pizza - Delmar/University City Location |
| Unit Pricing | Pay-as-you-go | Specialty Pizzas - St. Charles |
| Unit Pricing | Pay-as-you-go | Specialty Pizzas - Delmar/University City |
| Unit Pricing | Pay-as-you-go | Pizza Slices - St. Charles |
| Unit Pricing | Pay-as-you-go | Pizza Slices - Delmar/University City |
| Unit Pricing | Pay-as-you-go | Stromboli |
| Unit Pricing | Pay-as-you-go | Calzone |
| Unit Pricing | Pay-as-you-go | Salads - St. Charles |
| Unit Pricing | Pay-as-you-go | Salads - Delmar/University City |
| Unit Pricing | Pay-as-you-go | Hero Sandwiches |
| Unit Pricing | Pay-as-you-go | Sides and Extras |
| Unit Pricing | Pay-as-you-go | Beverages |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels3 records
La Pizza product offering
Product offeringCore offering
La Pizza is a traditional pizzeria operating two physical restaurant locations in the St. Louis metro area (University City and St. Charles, Missouri). It sells hand-tossed brick oven pizzas in 14, 16, and 18-inch sizes, specialty pizzas (The Roberto, Deluxe Veggie, Deluxe Meat), individual slices, stromboli, calzones, salads, hero sandwiches, cheese garlic bread, and beverages for dine-in, carryout, and third-party delivery. All ingredients are prepared fresh daily, including same-day dough, daily sauce from crushed tomatoes with a proprietary spice blend, and hand-selected vegetables, using exclusively 100% whole milk mozzarella.
Product overview
La Pizza is a traditional pizzeria offering hand-tossed brick oven pizzas in three sizes (14", 16", 18"), specialty pizzas (The Roberto, Deluxe Veggie, Deluxe Meat), individual slices, stromboli, calzone, salads, cheese garlic bread, and hero sandwiches. All pizzas are prepared fresh daily with hand-selected ingredients. The company operates two locations in University City and St. Charles, Missouri.
Differentiator
Problem solved
Functional benefit
Products and services
- Hand-Tossed Brick Oven Pizza
- The Roberto Specialty Pizza
- Deluxe Veggie Specialty Pizza
- Deluxe Meat Specialty Pizza
- Pizza Slices
- Stromboli
- Calzone
- Garden Salad
- Chef Salad
- Cheese Garlic Bread
- Hero Sandwiches
- Beverages
Companies that use La Pizza
Customer profileSegments1 record
Ideal customer profiles1 record
La Pizza technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration3 records
Feature5 records
La Pizza partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered core.
- UberEatscoreUberEats listing enables customers to order La Pizza's St. Charles location for delivery through the UberEats platform, extending reach to delivery-seeking customers who prefer aggregators.
- DoorDashcoreDoorDash platform listing for St. Charles location allows customers to order La Pizza for delivery, providing last-mile delivery logistics and customer acquisition through the DoorDash network.
- GrubHubcoreGrubHub delivery listing for St. Charles location enables ordering for delivery through the GrubHub platform, serving customers seeking food delivery through aggregator services.
Scale indicators3 records
Recent moves6 records
Expansion highlights3 records
La Pizza competitors and assessment
Company assessmentDirect peers
- Imo's Pizza: Imo's is a St. Louis-based regional pizza chain famous for Provel cheese on thin-crust pizza. Like La Pizza, it is a locally rooted pizzeria serving the St. Louis metro, but it competes via a distinctly different style (Provel vs. whole milk mozzarella) and operates many more locations.
- Pi Pizzeria: Pi Pizzeria is a St. Louis-based deep-dish pizza concept that emphasizes craft, cornmeal crust, and quality ingredients. Comparable to La Pizza as a St. Louis artisan pizzeria competing for the same quality-focused pizza customer, though Pi specializes in deep-dish rather than hand-tossed brick oven.
Emerging players
- Blaze Pizza: Blaze Pizza is a fast-casual pizza chain with assembly-line pizza preparation and a brick-oven cooking method. Directly comparable to La Pizza on the brick-oven craft aspect, though Blaze operates nationally via a build-your-own model rather than a traditional pizzeria.
- MOD Pizza: MOD Pizza is a U.S. fast-casual pizza chain focused on individualized artisan-style pizzas at counter-service speed. Comparable to La Pizza's brick oven, fast-casual positioning and quality-ingredient emphasis, but at a national franchise scale.
- Marco's Pizza: Marco's Pizza is a growing U.S. pizza franchise emphasizing fresh dough and quality ingredients. Comparable as a pizza concept with quality positioning, though operates as a franchise system and competes in carryout/delivery rather than artisan dine-in.
Broad incumbents
- Mellow Mushroom: Mellow Mushroom is a regional pizza chain with stone-baked pizzas and a casual dining experience across the U.S. Southeast and beyond. Comparable as a sit-down, stone-oven pizza concept with broader menu than typical QSR chains, overlapping with La Pizza's dine-in carryout and Italian-dish approach.
- Domino's Pizza: Domino's is the largest U.S. pizza QSR chain with nationwide delivery and carryout. Competes with La Pizza in the carryout and delivery pizza category in the St. Louis market, but at a mass-market price point with a fundamentally different operational model.
- Pizza Hut: Pizza Hut is a global pizza QSR and dine-in chain offering carryout and delivery. Operates in the same St. Louis market as La Pizza with a mass-market positioning, particularly overlapping in the dine-in family pizza segment.
- Papa John's Pizza: Papa John's is a major national pizza QSR chain with strong delivery focus. Overlaps with La Pizza in the delivery and carryout pizza market in St. Louis, but competes on convenience, brand scale, and promotional pricing rather than artisan quality.
Regional players
- Dewey's Pizza: Dewey's is a Cincinnati-based artisan pizza chain with multiple Midwest locations that emphasizes hand-tossed, high-quality pizza similar to La Pizza's positioning. Comparable as a quality-focused regional pizza concept, though it operates across multiple cities rather than a single metro.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat2 records
Key risks5 records
Key highlights6 records
Customer concentration
La Pizza financial estimates
Financial estimateRevenue estimate
Valuation estimate
La Pizza leadership team
Management profileNumber of profiles
Profiles3 records
La Pizza funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
La Pizza M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about La Pizza
What does La Pizza do?
La Pizza is a traditional pizzeria operating two physical restaurant locations in the St. Louis metro area (University City and St. Charles, Missouri). It sells hand-tossed brick oven pizzas in 14, 16, and 18-inch sizes, specialty pizzas (The Roberto, Deluxe Veggie, Deluxe Meat), individual slices, stromboli, calzones, salads, hero sandwiches, cheese garlic bread, and beverages for dine-in, carryout, and third-party delivery. All ingredients are prepared fresh daily, including same-day dough, daily sauce from crushed tomatoes with a proprietary spice blend, and hand-selected vegetables, using exclusively 100% whole milk mozzarella.
Is La Pizza a public or private company?
La Pizza is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was La Pizza founded?
La Pizza was founded in 2003.
How does La Pizza make money?
Two revenue lines are on record. Dine-in and Carryout Pizza Sales are the primary driver. The others are third-Party Delivery Platform Transactions.
Who are La Pizza's main competitors?
Direct peers on record are Imo's Pizza and Pi Pizzeria. Emerging players are Blaze Pizza, MOD Pizza and Marco's Pizza. Broad incumbents are Mellow Mushroom, Domino's Pizza, Pizza Hut and Papa John's Pizza. Dewey's Pizza is listed as a regional player.
Does La Pizza have an API?
No public API is recorded for La Pizza.
What industry is La Pizza in?
La Pizza's product category is Casual Dining Pizzeria. Its primary akta.pro industry code is THAFABAB, Pizza Fast Casual, with a secondary code of THAFAAAB, Pizza QSR. Its NAICS code is 722513 and its SIC code is 5812.