Alex’s Pizza, famed for its iconic red sauce swirl, is expanding its Roxborough spot and will open a new Ocean City boardwalk location in Spring 2026.
The pizzeria, founded in 1961, was taken over by Rich Ennis and Dylan Bear in 2023.
“I think the shore is a really good spot to open a second business if you’re in Philadelphia–open it to a new audience, similar audience, but it’s a little bit different. With Alex’s Pizza being so family driven, it was perfect for us to bring that to Ocean City,” Bear told What Now Philadelphia.
Ennis told What Now Philadelphia the new location is already generating plenty of buzz, especially among longtime fans of the pizza shop.
“What I see from old customers that might not live in Roxborough anymore but do vacation in Ocean City or might’ve retired there, they are now resurfacing with the excitement of the second location,” Ennis said.
The duo also run The Rook in Manayunk, which has locations in Philadelphia’s Olde Kensington neighborhood and a recently opened spot in Wildwood, another popular shore town.
Alex’s Pizza’s Roxborough location serves only whole 12-or 16-inch pies, but the Ocean City boardwalk spot will shake things up with pizza by the slice, 18-inch pies and new menu items—while staying true to the same recipe and iconic taste.
“The space that we’re taking over on the boardwalk actually has a hood which allows us to cook underneath it. Alex’s in Roxborough does not. A big difference would be offering the smashburgers that everyone knows The Rook for, along with some fried food items,” Ennis said.
He continued, “Being such a family town, we plan on doing some sort of breakfast sandwich menu. The oven that we’re flying in from Italy is perfect to make our own in-house bagels.”
The boardwalk location will comfortably seat up to 50 guests.
Ennis and Bear are excited to bring Philadelphia’s flavor and sense of community to New Jersey.
“One thing that’s important to both Dylan and I is, with all our businesses, community comes first. I want Ocean City to know that they are getting a business that plans on getting very involved with the community, giving back and finding out what’s important to the town,” Ennis said.
For the latest on Alex’s Pizza shore debut, visit the shop’s website and follow along on Instagram and Facebook.
