Served Up With Slice Of Creativity

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Starving artists and pizza go together like pepperoni and cheese. Now two L.A. entrepreneurs are making that connection with their new business, Pizza Studio.

Ron Biskin, 60, had been in the restaurant business 25 years before Samit Varma, 36, pitched him to open a pizza joint where people could customize their orders, using their crust as a canvas. Choosing crusts and veggies, meats and spices, customers create their own “masterpieces.”

They opened the first location near USC in January. To help inspire the customers, Varma and Biskin also exhibit paintings for sale by L.A. artists.

“We want to expose local artists to a high amount of foot traffic every day,” Biskin said. “We’ve even sold several pieces. It creates a community feel and allows us to give back.”

Pizza Studio has 50 employees. Varma and Biskin plan to open three additional L.A. stores by the end of this year. They also have deals with franchisees to open locations in San Diego and New England. In all, they plan to have seven stores by the end of the year.

The company is financing the expansion with $3 million from Anthem Venture Partners, where Varma was once a partner, and Mastodon Ventures Inc. Biskin, who last was president of vegan restaurant concept Native Foods Café LLC, said he wants to create a national brand with Pizza Studio.

Varma said the art theme of the restaurants inspires creativity from people in line, resulting in some unconventional topping combinations. One customer recently put stripes of pesto, olive oil, barbecue sauce and tomato sauce across his pie.

“A lot of people like to experiment,” Varma said. “Our manager likes to make a pesto sauce peace sign. People get very creative.”

But the business is not only about turning pizza lovers into mozzarella Michelangelos and garlic van Goghs. The company also donates leftover food products to charity and gives away meals to hungry families.

For Varma – whose go-to flavor combo is banana peppers, sausage, pepperoni and feta cheese – running the restaurant reminds him of when he would make pizzas with his mother as a child and top his creations with hot dogs.

Varma’s childhood signature ingredient is not included on the Pizza Studio menu. It’s not something that’s been in demand, he said.

“Luckily the only crazy person who ever asked for hot dogs was me.”

– Ryan Faughnder

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