We’re excited to introduce you to the always interesting and insightful Sam Ciccarelli. We hope you’ll enjoy our conversation with Sam below.

Sam, looking forward to hearing all of your stories today. What’s the backstory behind how you came up with the idea for your business?

Growing up in Modesto, my great grandfather lived on a walnut & almond farm. We would always go to his house for big family dinners and that was where my love for food began. When trying to think of ways to launch our pizza business I kept thinking about those dinners and the feeling they left. On the farm, was an old school Ford pickup truck. I had always loved them and their aesthetic. It felt like the right way to launch our business, showcasing this old school, timeless truck that’s strong enough to carry a wood-fried pizza oven around. Buzz quickly grew as people saw it driving around town. We ultimately named the business after my great grandfather, paying tribute to those dinners and the family ranch.

Awesome – so before we get into the rest of our questions, can you briefly introduce yourself to our readers.

I have been drawn to food my whole life, mostly by way of eating. It wasn’t until I took a leave of absence from college that I started to consider cooking as a career path. I got a job in a restaurant in my hometown, that my family frequented weekly. Immediately I fell in love and a year later I was enrolled in culinary school heading off to the CIA in NY. I worked in many kitchens in NYC on weekends while attending school during the week. I interned at Chez Panisse and Noma, before taking a job at Chez Panisse. It was there I worked for almost 5 years and met my wife Rosie. Together we run our business, Urelio’s Pizza. We are trying to create an Italian-American pizza and ice cream shop that brings people back to the nostalgia of their childhood.

What do you think helped you build your reputation within your market?

We were confident we needed our introduction into the pizza world to stand out and be unique. Most markets are pretty saturated in todays world, so we feel it’s very important to set yourself apart from the rest. The old truck really helped us stand out and draw people to come try our pizza.

How’d you meet your business partner?

Rosie and I met at Chez Panisse. I was the salad cook and she was the bartender. We shared a window where we’d pass back and forth coffees for salads and treats. We started dating and would often find ourselves envisioning a future restaurant space we’d like to create together. When the pandemic hit we both were drawn to the comfort of pizza and ice cream we grew up with. It made perfect sense that we were going to open this business together as a representation of all the places we have been.

Contact Info:

• Website: www.ureliospizza.com
• Instagram: @ureliospizza

Image Credits
Pauline Chatelan