Fino Piza stands out in a neighbourhood packed with trendy cafés and modern dining concepts — not because it’s flashy, but because it’s honest.
Tucked in the heart of TTDI, Fino Piza isn’t chasing food trends. It’s here to serve what it believes real pizza should be: wood-fired, handcrafted, and accessible. No gimmicks. Just passion, flavour, and a whole lot of heart.
But the journey? Far from easy.
From Gap to Game Plan
When founders Shaufi, JJ, and Jet opened Fino Piza’s doors in October 2019, they were set on solving a problem.
“There were fast food pizzas, and there were the expensive, authentic ones. We wanted to bring real, wood-fired pizza to everyone, without the steep price tag,” said Shaufi.
It started with a shared possibility. The trio came from different backgrounds — culinary, design, and F&B operations — but shared a vision: to make proper, artisanal pizza available to everyday Malaysians.
Even the name reflects that ethos. The founders chose to spell it “Piza” with one ‘Z’ — a cheeky decision that strips away excess and puts the spotlight back on what really matters: the food.
But balancing authenticity, affordability, and profit? That’s where the real challenge began.
The Cost of a Dream
Opening a pizza restaurant isn’t cheap. Wood-fire ovens, imported ingredients, and proper kitchen setups don’t come with fast food price tags.
Fino Piza’s oven alone cost nearly RM60,000 — and that’s not even counting the chiller, freezer, coffee machine, or grinder. Altogether, setting up their TTDI outlet took close to RM500,000.
And then come the monthly costs. Rent in TTDI is notoriously high, and with electricity, ingredients, and fixed overheads added in, the team needs to generate RM95,000 to RM100,000 every month just to break even.
All of this while trying to run a business in one of KL’s most competitive food neighbourhoods, where café-hopping is a weekend sport and new concepts pop up constantly.
“Money was always a big challenge,” Shaufi shared. “We wanted to stay true to the craft, but still make it work financially.”
But Fino Piza wasn’t just trying to make pizza. They were also trying to reshape what Malaysians expected from it.
Because back in 2019, wood-fired pizza was still unfamiliar to many, often seen as either too foreign or too expensive. The team had to not only sell a product but educate the public — proving that pizza made with care, fire, and real ingredients could be both accessible and delicious.
It became a constant balancing act: maintain quality, keep prices fair, and still make enough to stay afloat.
Fino Piza had to think smart. From streamlining operations to getting creative with their menu, every decision was about finding that sweet spot.
What Makes Fino Piza Different?
In a city filled with pizza spots, Fino Piza carved out a lane of its own—quietly, intentionally, and with serious craft.
Their wood-fired oven greets you the moment you step inside. It’s the heart of their kitchen, producing smoky, blistered crusts and bold flavours that only real fire can bring. And while most pizza joints stick to a single dough style, Fino Piza goes further. You’ll find both Neapolitan and sourdough options on the menu—because they believe good pizza should cater to all kinds of cravings.
Beyond the food, it’s the atmosphere that keeps people coming back. Open kitchen, warm service, no pretence. Everything about the space is designed to feel familiar and honest, like your neighbourhood go-to.
Even the way they spell their name—piza instead of pizza—is a small but intentional detail. It’s a wink to their offbeat personality and a reminder that they’re doing things their own way, one handcrafted pie at a time.
Growing a Community, Not Just a Customer Base
Fino Piza isn’t just open every day of the year by chance. It’s a deliberate decision rooted in their belief that a great neighbourhood spot should always be there when you need it. Whether it’s a quick lunch, a family dinner, or a late-night craving—Fino Piza is always ready to serve.
But making this work, especially in a competitive and high-traffic area like TTDI, takes more than passion. It takes a team that functions like clockwork. From day one, the founders built a culture of collaboration, where everyone—from the pizza chefs to the floor staff—knows their role and shows up for each other.
With the help of StoreHub, scheduling and shift management has become seamless. Staff can clock in, view their schedules, and rotate shifts without confusion—making it easier to keep things running smoothly without burning out the team.
And it all paid off. Today, wood-fired pizzas are no longer unfamiliar to Malaysians—and Fino Piza has become a staple in the TTDI food scene, loved for its consistency, warmth, and flavour that keeps people coming back.
The Takeaway: Fire, Grit, and Heart
Fino Piza didn’t set out to chase trends or go viral. Their focus has always been clear—stay true to the craft, deliver quality consistently, and create something that lasts.
Even when challenges piled up—from high setup costs to educating a market unfamiliar with wood-fired pizza—they held firm on that mission.
“We knew we had to educate people, win them over one slice at a time. It was slow at first, but we believed in what we were doing,” said Shaufi.
To business owners reading this:
You don’t need a flashy concept or gimmick to build something meaningful. What you need is clarity, commitment, and the right crew beside you.
Because sometimes, all it takes is a dough, a dream, and a fire that doesn’t quit.
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