How Sorianos Pizza found success by embracing heritage

Alfredo, owner of Sorianos Pizza in San Diego, started his journey in the restaurant industry over 20 years ago. Moving to the U.S. without speaking English, he worked his way up from washing dishes to becoming a sous chef. Eventually, burnout from long hours in the kitchen led him to rethink his future.

Alfredo decided to open a pizzeria, drawn to its business model where takeout and delivery dominate. Initially, he tried to emulate traditional Italian pizzerias but quickly realized it wasn’t authentic to his background. That’s when he pivoted to creating Mexican-inspired pizzas, combining his culinary experience with his heritage.

Signature offerings like Cochinita Pibil Pizza became local favorites, setting Sorianos Pizza apart. Alfredo’s dedication to quality ingredients and innovative flavors resonated with customers in Barrio Logan, a vibrant Mexican-American neighborhood in San Diego.

Marketing was another key challenge. Alfredo experimented with various strategies, from Instagram reels to loyalty programs, and discovered that engaging content on Instagram worked best. His persistence paid off, doubling the restaurant's sales within a year.

For Alfredo, the journey isn’t just about pizza. It’s about embracing his roots, adapting to customer needs, and creating a welcoming space for the community. Sorianos Pizza stands as a testament to the power of finding your identity and staying true to it.