Marcella, a one-man Neapolitan-style pizza pop-up founded by chef Guillermo Iván, is laying the groundwork for a permanent location in San Diego.
The mobile pizzeria first debuted in April 2024 at Novo Brazil Brewing in Eastlake, where it sold out within hours, according to San Diego Magazine. Since then, Marcella has maintained a steady presence at local breweries and cafes across the city, including Sunny Grove Brewing in Santee and Bica in Normal Heights. Iván says the next step is transitioning Marcella from a pop-up to a full-fledged brick-and-mortar operation, and he is currently seeking investors to support the expansion.
“Marcella is ready to grow. In just 1.5 years, our pop-up pizzeria has scaled to over 700 pizzas a month, building a loyal community and a strong foundation,” the company announced on social media. “Now, we’re looking for the right investors to join us as we take Marcella to the next stage.”
Marcella’s early momentum reflects Iván’s commitment to process and quality. Each dough batch follows a three-day method, using imported Caputo “00” flour. The process begins with a 24-hour pre-ferment and continues with a full day of resting before being hand-portioned. Toppings feature high-end ingredients, such as San Marzano tomatoes and house-prepared components. Despite advice to streamline and cut costs, Iván continues to prioritize craftsmanship over scale.
The pop-up’s name, Marcella, was chosen for its elegant tone, though Iván says it holds no personal significance. Before launching the pizza concept, he ran a dry-aged meat company in San Diego and Tijuana and also sold house-smoked brisket sandwiches during the pandemic. He later worked under chef Chris Gentile at Double Standard before branching out independently.
Iván has built Marcella with minimal resources, managing all aspects of the operation himself. With growing demand—now averaging over 700 pizzas per month—he plans to hire additional staff and eventually move into an ownership role. His goal is to establish a long-term brand built on consistency, community, and high standards.
