Pitfire Pizza opens its 7th metro-L.A. location today at in Manhattan Beach.
It's taken Pitfire 15 years to get to seven locations, but they still like to brand themselves as the "anti-chain." In a 2011 interview with Squid Ink, owner Paul Hibler said:
I like to say that we're the anti-chain. I liken what we're doing more to an indie record label because no stores are the same. There's no posters in here. There's none of that stuff. So it's been a little frustrating because it's Pitfire Artisan Pizza, and I'm the pizza maker. I work on the dough, and I've been collaborating with David on this. We're both cooks. And everybody is getting all this acclaim and all this stuff, but we've been accused of being a Mozza imitation. Even though we're eight years older than they are.
The Manhattan Beach location was designed by Anthony Agriam and has both indoor and outdoor seating. In celebration of the opening, all proceeds from today will go to Walk With Sally, a nonprofit befitting families with children with cancer. They open their doors at 11 a.m.