By Sofia Arango, Latinos En Pizza
Editor’s note: The following article is an expanded version of a profile featured in PMQ’s September 2025 cover story, Latinos en Pizza: 10 Wildly Talented Latino Pizza Chefs to Watch.
Every pizza José Rodríguez makes holds more than dough, sauce, and cheese—it carries a story. A journey. A deep sense of identity. From his pizzeria, Brooklyn Pizza in Short Hills, New Jersey, Rodríguez has built a style that blends tradition with bold creativity, always led by heart.
His story started with curiosity and a passion for cooking, like many great culinary paths. But over time, that spark evolved into an art form. “I started from the bottom, learning every step, from mixing dough to firing up the oven,” he recalled. “Now, every pizza I make tells a story.” His story, in particular, is made of patience, resilience and love for what it means to feed people with intention.
The biggest challenge came when he opened his business not knowing if anyone would show up. “There were doubts, fear of failure, and a lot of sleepless nights. But I kept believing in my product.”
Slowly but surely, the community responded. His consistency, the quality of each pizza, and the care he put into every detail earned him a loyal following and confirmed that he was on the right path.
Rodríguez brings more than technique to the kitchen; he brings values: hard work, humility and pride in his cultural roots. “I come from a place where food means love, family and struggle. Every pizza I make carries that passion. It’s a way to share a piece of my story with every customer.”
His philosophy is simple, yet powerful: make every pizza as if it were for your own family. With care, time and respect for the craft. “A good pizza isn’t made fast. It’s made with heart.”
Two of his pizzas embody who Rodríguez is as a pizzaiolo. The first is his sourdough pizza, made with naturally leavened dough and long fermentation. “It’s not the easiest dough, but it has depth, character and a story. It takes time and patience, just like my journey in this industry. Every fermentation, every slice reflects my commitment to doing things the right way, with soul and no shortcuts.”
The second is his skinny deep dish pizza (pictured above), a creative twist that brings lightness, innovation and elegance to the table. “It shows my bold side,” Rodríguez said. “It’s different but made with the same love and quality. It’s my way of saying that pizza can evolve without losing its soul.”
Related: Not Quite Stuffed Crust, Not Quite Bar Pie: The Rise of Skinny Deep-Dish at Brooklyn Pizza
Though he doesn’t point to one key figure, Rodríguez draws inspiration from Latinos who started from scratch and built something great through passion and grit. “That’s what motivates me. Seeing others who made it through hard work reminds me that I can leave a mark too.”
And he’s already doing just that. Brooklyn Pizza stands out not just for its quality, but for its soul. From the sourdough to fresh ingredients and a thoughtful customer experience, every element is made to connect. “We’re not just selling pizza,” Rodríguez said. “We’re creating moments. I want people to remember how the pizza made them feel, not just how it tasted.”
If he could go back in time, he’d give his younger self one key piece of advice: be patient. “At the beginning, you want everything to be perfect right away. But this path takes time, practice and a lot of lessons. Every mistake made me a better pizzaiolo—and a better person.”
Today, Rodríguez dreams of expanding, opening more locations, and sharing his pizza with a wider audience. But more than that, he wants to inspire other Latinos to believe in themselves, to find power in their stories and express it through pizza.“I want the name José Rodríguez to be known not just for the flavor, but for the effort and history behind it. For showing that with heart, discipline, and authenticity…dreams rise just like good dough: slowly, with purpose and full of life.”
Sofia Arango is the founder of Latinos en Pizza, a network of leaders who are transforming the pizza industry in the U.S. and Latin America. She was PMQ Pizza’s guest editor for the Latinos en Pizza report for September 2025. Click here to read it.
