Throwing pizza wasn’t in Peter Samaha’s original life plan, but we can all be grateful that he changed plans and opened Pizza di Rocco. Yalla discusses everyone’s favourite pie and pizzeria with Peter.
What inspired you to open Pizza di Rocco?
A desire to be in the world of food and a great interest in pizza. I have great memories of trips to Italy and France growing up and my memories consist mostly of food! I would almost always order pizza, because it usually meant having as many flavours as possible in one meal and was always the most satisfying thing to eat! Pizza Di Rocco is my attempt to bring that to life here and enjoy the pizzas and flavours that I remember.
How would you briefly describe your menu and restaurants in as few words as possible?
Authentic, flavourful, and homely
Did you ever imagine that you’d be a restauranteur?
I have a degree in Russian Studies, but my professional experience has always been in investments – acquisitions and business valuations. So, no. Pizza wasn’t in my original plan.
What gap did you spot in the capital that made you want to open a restaurant?
I have always felt that there was potential in the delivery side of the culinary scene and, as a pizzeria, delivery is a main part of our business. I remember ordering food when I had first arrived in Abu Dhabi in 2005, and it was a common concern whether your order came on time, was even correct, or how many times the driver would have to call to get the location correct. For a long time, delivery has been an afterthought for most places, and I always felt it could be improved so I did that.
Can you share an anecdote about why you keep doing this? Have you had an inspiring interaction with a customer or employee that makes you grateful for what you do?
I am proud of what Pizza Di Rocco has become and how we continue to develop, and I know that our team are proud too. They are very much a part of its success – more so than me – and it a great source of inspiration to see them take pride in being part of Pizza Di Rocco and being emotional about achieving a vision that we have discussed together consistently over the years.
I still feel we have much to do, and I hope we can continue with the same energy we have today. I certainly feel a responsibility to ensure that Pizza Di Rocco develops, for all of us, but also to ensure that we remain true to the basic principles and objectives we had when we started, which is simply to deliver what we believe to be the best product we can make, consistently and reliably, and ensure total satisfaction in the process.
What are the hardest and easiest parts about being a standalone restaurant in the capital?
I feel that the business environment in Abu Dhabi is certainly improving, but the challenges that businesses face are often underestimated. There will always be surprises and unanticipated hurdles to overcome. I don’t know if this is necessarily an easy part, but one the unique benefits of having established ourselves in Abu Dhabi is that there is a close sense of community spirit, a support, and pride, for ‘homegrown’ businesses and a positive energy that comes with being part of this ‘village’ city.
In your opinion, what sets your restaurant apart from its competition?
I believe we know what we are, and what we want. I also believe that we have been lucky in finding the right teams to help us execute our ideas. This may be the main difference between us and our competitors.
To order pizza at Pizza di Rocco, visit order-rocco.com.
