If you want to get your hands on the most exclusive pizza in San Diego, you’ll have to beat out 1,500 other people. Oh, and you only have about 30 seconds to do it.
AJ Miller, a former marketing professional, has transformed his Ocean Beach apartment kitchen into the hottest pop-up pizzeria in town. Making just 15 pies a week, his creations have become a viral sensation. Now, there’s a massive waitlist and a dedicated following of over 116K pizza lovers on Instagram.
From Connecticut to the coast
Miller’s journey to pizza fame started out of necessity. After moving to San Diego from Connecticut in 2020, he couldn’t find the authentic, New York-style pizza he craved. He spent the next couple of years perfecting his craft and documenting his pizza-making process online.
When Miller was laid off from his marketing job in 2026, he decided to take his Instagram hobby to the next level. And so, he start selling his pies directly to the public. In just one week, his waitlist exploded from 75 people to 1,500.
The secret behind San Diego’s viral pizzas
While Miller’s pizza is heavily influenced by New York style, his true inspiration is New Haven-style “apizza”. This type is known for being really thin, crispy, and baked in coal-fired ovens.
Since a coal oven isn’t exactly an option in a standard Ocean Beach apartment…Miller relies on a few techniques:
- A cold-fermented dough that takes 3 full days to develop its flavor.
- He cranks his home oven to 550°F, utilizing a baking steel to maximize bottom heat, and finishes the pies under the broiler for crispy edges.
- Everything is locally sourced from Specialty Produce in Old Town.
How the process works
Getting a taste of the viral pizza requires strategy and speed. You’ll need to sign up via the app Hot Plate and join a text message list.
Here’s how it all goes down:
- Saturday Alerts: Miller sends out a text notification announcing that he is taking orders.
- The 30-second window: The 15 available slots usually sell out in under half a minute.
- The prep: Miller spends the rest of the week making dough, simmering sauce, and shredding cheese.
- Friday pickup: Miller bakes one pie every 30 minutes, with pickup windows scheduled between 2 PM and 10 PM.
The pizzas cost between $25 and $30 depending on the toppings.
What’s next?
While Miller acknowledges that the exclusivity factor plays a role in his popularity, he’s looking toward the future. Though his current output isn’t quite enough to make a full-time living, he hopes to scale up by moving to a rented professional kitchen and, eventually, opening a brick-and-mortar restaurant.
Until then…good luck with the literal Hunger Games, SD foodies!
