American Gonzo Food Corporation (American Beauty, Pie Society, Pitfire Pizza, Superba Food + Bread, Superba Snacks + Coffee) has opened their biggest, most ambitious project to date. Staying rooted in the pursuit of excellence through food, community and art, Paul Hibler, the company’s founder, Jeff Goodman, CEO, and team, have completely reimagined their original location of Pitfire Pizza, where it all started over 20 years ago.

Located on the corner of Lankershim and Magnolia in the heart of North Hollywood’s Arts District, the restaurant, designed by Barbara Bestor/Bestor Architecture, is what Hibler terms Pitfire 3.0. This North Hollywood location (one of 7 Pitfire locations) has been completely rebuilt and reconfigured into an all-day social dining experience. With 12,000 square feet of outdoor patio space that wraps the corner, they introduce a Pizza Beer Garden including 100 outdoor seats, 70 indoor, 24 beer taps, and an outstanding beer and wine selection curated by director of operations Jamie Boalbey. In addition to the Pizza Beer Garden, there is a stand-alone mini version of Superba Snacks + Coffee with a walk-up window that will be open morning and afternoon with a robust coffee, tea and milkshake program and a small but mighty food menu.

“This original Pitfire location is the foundation of our DNA. It’s the beginning of it all for us. We are so grateful to be growing with our North Hollywood community. The corner of Lankershim and Magnolia serves as a meeting point for the neighborhood so we thought it was time to give people more reasons to stay awhile and get to know each other,” says Paul Hibler, founder, American Gonzo Food Corporation.

Earlier this year, American Gonzo Food Corporation welcomed Collin Leaver as Pitfire Pizza’s corporate chef. His passion for pizza and award-winning skill encompasses over a decade of notable posts including A16 and SPQR in San Francisco. He’s also an L.A. native and happy to be back home. In addition to introducing a new chef, the North Hollywood renovation includes a brand new state of the art Marra Forni pizza oven. The heart of the original Pitfire menu will continue to be pizza. The culinary team has also added new menu items, only available in North Hollywood, including Roasted & Grilled steak, tuna, Naked Truth chicken, several new seasonal vegetables and salads, as well as two varieties of chicken wings. Pitfire continues to be known as a family friendly restaurant, offering delicious and affordable kids menu. 

“Our Pitfire team has been hard at work developing a bunch of new dishes. Our focus on quality remains the same, as is our commitment to cooking with the seasons. We pride ourselves on catering to all tastes—over half of everything we cook is vegetables and have a number of vegan-friendly dishes, including our Vegan Margherita pizza which features our Housemade Vegan Mozzarella,” adds Jeff Goodman, CEO, American Gonzo Food Corporation.

Outside in the beer garden, guests have a number of entertainment options including play ping pong, cornhole, and Jenga. To better accommodate take out and delivery, the new Pitfire Pizza North Hollywood has curated a small retail list of wines and beers that can be purchased for to-go orders.

Not only was the actual space completely redesigned, the vision and design process to land on Pitfire 3.0 includes a new logo, branding and tagline—“Pizza Forever”. To celebrate the update, Pitfire has launched new pizza boxes, menu style, uniforms and fun retail merchandise that will be available for sale.

Pitfire Pizza North Hollywood is open seven days a week from 11 a.m. to late.

Superba Snacks + Coffee North Hollywood is open from 6:30 a.m. to 3:30 p.m.

Industry News, NextGen Casual, Restaurant Design