The Beginning
In December 2011, Ugo Ortolano and his wife Ruby decided to bet everything on a dream. No prior experience in running a restaurant. No background in making pizza. Just a conviction that Taiwan deserved something better than what was out there, and the determination to build it from scratch.
They chose Taichung City for their first location — not by accident. Ugo had lived there for 16 years, Ruby's family was from the area, and the city's central position made it a natural starting point. A small space on Jing Cheng Road became their blank canvas.
Learning the Art
Before a single pizza was served, Ugo and Ruby did something that would define everything that followed: they went to Italy. They ate pizza every day, studied techniques, watched how dough was made, how ovens were loaded, how toppings were balanced. They came back with recipes, inspiration, and a standard they were not willing to compromise on.
Translating that standard into a working restaurant in Taiwan was another challenge entirely. Sourcing real mozzarella, quality cured meats, and authentic Italian ingredients in 2011 was not straightforward. Setting up the first location with limited funds required creativity, hustle, and more than a few sleepless nights.
Humble Beginnings
The first Pizza Rock was a gutted space that needed a complete renovation. With the help of a carpenter and an electrician, Ugo and Ruby transformed it into a cozy, welcoming pizzeria. While the renovation was underway, Ugo spent countless nights in his home kitchen experimenting with dough and toppings, perfecting his recipes before the doors opened.
The night before the grand opening, he had still never used the commercial oven. His first attempt at baking a pizza in it was, by his own admission, a disaster. But he kept going. On opening day, the pizzas came out beautifully. Customers loved them. The restaurant filled up, and it kept filling up.
Growing Across Taiwan
The success of the first branch led quickly to a second location on Chong De Road in Taichung. Then another. Then another. Over the years, Pizza Rock expanded steadily across the island, reaching cities like Taipei, Kaohsiung, Hsinchu, and Tainan. Today the brand operates 30 branches across Taiwan, with more in the works.
Each new location has succeeded for the same reasons the first one did: a commitment to quality ingredients, a warm and unpretentious atmosphere, and a genuine love for the product. Pizza Rock never became a faceless chain. It stayed true to what it was on day one.
The Secret to Success
Ugo is clear about what has driven Pizza Rock's growth. It is not a formula or a marketing strategy. It is people. Both the customers who walk through the door and the employees who show up every day. Pizza Rock has built a culture where everyone feels like part of the family, where the atmosphere is welcoming rather than corporate, and where the food speaks for itself.
By staying close to their roots and resisting the temptation to cut corners as the brand scaled, Ugo and Ruby have built something that most restaurant founders never achieve: a loyal community that genuinely cares about the brand.
What Is Next
The dream is not finished. Ugo and Ruby have their eyes on smaller cities and towns across Taiwan where thin-crust pizza is still hard to find. Their goal is simple: share their love for pizza with as many people as possible, one branch at a time.
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