Pizza Rock Taiwan: The Story of a Dream Turned Reality
Founder & CEO: Ugo Ortolano
Co-Founder: Ruby (Ugo's wife)
Started: December 2011
Locations: 30 branches across Taiwan (and growing!)
The Beginning: A Dream of Pizza
In 2011, Ugo and Ruby decided to start their own business in Taiwan. With no prior experience in running a restaurant or making pizza, they embarked on a journey to create Pizza Rock Taiwan. Their first branch opened in Taichung City, chosen for its central location and familiarity (Ugo had lived there for 16 years, and Ruby’s family is from the area).
Learning the Art of Pizza
To learn how to make authentic Italian pizza, Ugo and Ruby traveled to Italy. They ate pizza daily, studied techniques, and brought back recipes and inspiration. However, translating that knowledge into a successful business in Taiwan was no easy feat. They faced challenges like sourcing high-quality ingredients (real mozzarella, cured meats, etc.) and setting up their first restaurant with limited funds.
The First Pizza Rock: Humble Beginnings
Their first location on Jing Cheng Road in Taichung was a small space that required a complete renovation. With the help of a carpenter and an electrician, they transformed it into a cozy pizzeria. Ugo spent countless nights experimenting with dough and toppings in his home kitchen, perfecting the recipes before the grand opening.
Grand Opening: A Leap of Faith
The night before the grand opening, Ugo had never used the commercial oven. His first attempt at baking a pizza was a disaster, but he persevered. Miraculously, on opening day, the pizzas turned out beautifully, and customers loved them. The restaurant quickly gained popularity, and they had to hire more staff to keep up with demand.
Expanding Across Taiwan
After the success of the first branch, Ugo and Ruby opened their second location in Chong De Road, Taichung. Since then, Pizza Rock has grown rapidly, with 30 branches across Taiwan, including cities like Taipei, Kaohsiung, Hsinchu, and Tainan. Each new location has been a success, thanks to their commitment to quality, friendly service, and a passion for pizza.
The Secret to Success: People and Passion
Ugo attributes Pizza Rock’s success to their focus on people—both customers and employees. They’ve created a welcoming atmosphere where everyone feels like part of the family. By staying true to their roots and avoiding overly corporate practices, they’ve built a loyal community of pizza lovers.
Future Goals
Ugo and Ruby hope to expand Pizza Rock to even more cities in Taiwan, including smaller towns where thin-crust pizza is not yet available. Their dream is to share their love for pizza with as many people as possible.
Visit Pizza Rock Taiwan
If you’re in Taiwan, make sure to visit one of their locations! Check out their official website for menus, locations, and more.