Francesco Crifo on Pizza, Risk Taking, and Why Hospitality Is More Than Just Food

For Francesco Crifo, pizza is not built around trends or social media hype. It is built around technique, discipline, and understanding people.

In this episode of Dining Room Stories, the founder of Roccella shares his journey from Catania, Sicily, to building one of Melbourne’s respected Italian hospitality brands. What begins as a conversation about pizza quickly becomes a deeper discussion about family, sacrifice, business growth, creativity, and the realities behind running restaurants.

Francesco speaks openly about growing up in a hospitality family and initially resenting the industry. His father spent most of his life working in restaurants, leaving little time at home, which shaped Francesco’s early relationship with hospitality. Ironically, it was through helping at a friend’s takeaway pizzeria as a teenager that he slowly found himself drawn into the craft.

One of the strongest themes throughout the episode is his willingness to challenge convention. Francesco discusses the backlash he received after creating Roccella’s controversial pineapple pizza, explaining that innovation should never be limited by outdated rules or ego. For him, the focus should always remain on flavour, balance, and the customer experience rather than rigid traditions.

The conversation also dives into one of his most important business lessons through Six Slices, a gourmet pizza concept that closed after only six months. Rather than treating it as a failure, Francesco explains how the experience completely changed the way he approaches hospitality and expansion. He shares detailed insights into restaurant feasibility, demographics, customer behaviour, site selection, and the importance of discipline before opening a venue.

What makes the episode especially interesting is Francesco’s ability to balance technical knowledge with practical business thinking. He breaks down misconceptions about pizza-making, fermentation, hydration, sourdough, and social media trends while explaining how education has become a major part of his work through pizza masterclasses and customer experiences.

At the same time, he remains deeply grounded in hospitality. Francesco repeatedly returns to one idea: good food alone is no longer enough. In Melbourne’s competitive dining scene, service, connection, and consistency are what truly make restaurants memorable. He believes hospitality is about creating relationships with customers, not simply serving meals.

Another standout moment comes when he reflects on mistakes and growth. Instead of regretting past decisions, Francesco explains that every failure, challenge, and difficult moment shaped who he is today as both a chef and operator. It is a perspective that gives the episode honesty and depth beyond the pizza conversation itself.
This episode offers valuable insight for chefs, restaurateurs, entrepreneurs, and anyone passionate about hospitality. It is a story about resilience, adaptability, and staying committed to craft while continuing to evolve with the industry.

For more conversations with hospitality leaders and restaurant founders, explore more episodes on Dining Room Stories, including Lorenzo Tron’s journey through Australia’s pizza scene.