From Scratch: How Create A Pizza Outlasted Pi Craft as Rochester's Fast Casual Pizza Spot
- Jazzy T
- 11 minutes ago
- 4 min read
The fast-casual pizza trend once had multiple players in Rochester.
Now, Create A Pizza stands alone.
Two of the area’s early adopters of the artisanal, build-your-own pizza model—Pi Craft Pizza and Create A Pizza—offered handcrafted pies made with fresh ingredients, fast ovens, and flexible topping choices, including gluten-free and vegan options.
But while Pi Craft has closed both its Henrietta and Victor locations due to rising lease costs, Create A Pizza continues to thrive on Monroe Avenue.
Their secret? A lean, owner-operated model, a deep connection to the local community, and a commitment to sourcing ingredients smartly—without compromising on quality.
"We’re the ones making the food every day," said co-owner Katelyn Dunne. "Our customers know exactly what they’re going to get."
Walk into Create A Pizza at 766 Monroe Avenue in Rochester, NY, and you’ll be greeted with the smell of fresh dough, locally grown veggies, and something rare in today’s restaurant landscape: consistency.
That’s because every pizza that comes out of the oven is still made by the owners themselves—Katelyn and John —six years after they opened their doors.
But this isn’t just a feel-good story about great pizza. It’s a masterclass in what it takes to open and sustain a brick-and-mortar business in a saturated, competitive, and unpredictable food service industry.
From College Hustle to Community Staple
Katelyn didn’t come from money or a long line of restaurateurs. She started making pizzas in college at Domino’s, working long hours for free food and tips while studying photography. But along the way, she fell in love with the craft—and saw potential for something more.
After years working in mom-and-pop pizza shops around Rochester, Katelyn knew what she wanted: a place of her own. When she got pregnant, that dream became a necessity. She partnered with a former boss who believed in her work ethic and vision, and together they launched Create A Pizza.
Within a year, Katelyn bought out her business partner—right before the pandemic hit.
While many of their competitors were forced to shut down, Katelyn and her fiancé John doubled down. They cut costs, leaned into what made them different, and powered through uncertainty. Now, Create A Pizza is the last fast-casual pizza shop still standing in the area.
What Set Them Apart? A Lot. But Mostly This:
1. Sweat Equity Over Startup Cash
Instead of waiting for perfect funding, Katelyn got to work. Her industry experience, reputation, and grind opened doors that money couldn’t.
“People think you need money to start a business, but what you really need is hustle, vision, and people who see that in you.” – John
2. Owner-Operated Consistency
While other fast-casual artisanal pizza concepts, like Pi Craft, faced rising overhead and property challenges, Create A Pizza stayed agile by maintaining a tight team, adapting their hours, and investing in local partnerships that kept their brand relevant and rooted
Katelyn and John still make every pizza themselves. That hands-on approach builds trust and loyalty. It’s why customers keep coming back—and why the quality never slips.
3. Location Strategy
Their building was a former Pizza Hut, meaning it already had key equipment like a hood vent and walk-in coolers—saving them thousands. It's also steps away from a major highway, offering constant visibility and traffic.
But not everything was perfect: zoning restrictions limited their dine-in space. That’s a lesson they now share openly—understand zoning laws before you commit to a lease.
4. They Didn’t Just Serve the Community—They Showed Up For It
From sponsoring local sports teams to participating in community cleanups, Create A Pizza doesn’t just operate in Rochester—they belong to it. That community connection helped them survive tough times and build something people are proud to support.
5. Strategic Use of Delivery Apps
They didn’t avoid delivery platforms like Grubhub and DoorDash—but they used them smartly, adjusting pricing to maintain profitability and relying on them for visibility without sacrificing margins.
Lessons Aspiring Restaurateurs Shouldn’t Ignore
Create A Pizza’s ability to outlast competitors like Pi Craft is a testament to the power of consistency, adaptability, and community-based strategy in a competitive market
Opening a restaurant is a dream for many—but it’s also a high-risk, high-cost endeavor.
This episode of Elevating Enterprise with Katelyn + John gets into the real stuff:
Why not getting paid for years is more common than you think
How rising utility bills and unexpected equipment failures can break your budget
The true cost of convenience when working with third-party delivery platforms
And why being seen in your business—literally—can set you apart
Final Thoughts: You Don’t Need a Fortune to Start—You Need a Plan
Create A Pizza’s journey isn’t just inspiring—it’s instructive. They didn’t wait for perfect conditions. They used what they had, leaned into their strengths, and adapted to every challenge along the way.
If you’re serious about opening your own restaurant—or keeping your current one afloat in tough times—this episode is packed with real advice you can’t afford to miss.
🎧 Listen to Episode 2 of Elevating Enterprise: "How to Open a Pizza Shop Without Any Money" 👉 on Spotify | Apple Podcasts | iHeart Radio or via Desktop
Whether you're still dreaming, actively planning, or already in business, this conversation is your blueprint for building smarter and staying in the game.
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