SAN DIEGO – East Coast Pizza (ECP), famous for New York-style pizza but without the attitude, are set to open their third Southern California location this summer right here in Hillcrest. Started by a young, savvy entrepreneur with a deep desire to bring New York’s beloved large-slice pizza to the Southern California masses, ECP is bona fide New York-style hand-tossed pizza, by the slice or by the pie, known for its authentic taste and signature flavor. And, come mid-July, ECP will bring its award-winning pizza pies to San Diego’s Uptown community with the opening of East Coast Pizza Hillcrest.
ECP, well-known for its $6 two-slice and a drink combo, takes pride in its pizza preparation with sauce and dough made fresh daily topped with locally-grown produce, top-quality meats and cheeses and fresh herbs and spices. Pies are fired at 600 degrees for six minutes in a stone deck oven andcooked to a crisp, melty perfection. Slices are light, not flimsy, and never greasy. With more than 25 toppings to choose from, ECP has become quite a local favorite known for its specialty pies that include the Spicy Chicken with marinated garlic chicken, banana peppers, housemade spicy buffalo sauce and buttermilk ranch dressing; the Artichoke Special with whole milk ricotta cheese, fresh garlic, extra virgin olive oil and artichoke hearts topped with house pesto and pizza sauce; the Flaming Lips with thick sliced Canadian bacon, roasted red peppers, spicy jalapenos and fresh garlic on ECP’s traditional red pie; and the Hawaiian BBQ with seasoned grilled chicken and juicy pineapple chunks on a white pie loaded with ECPs sweet house BBQ sauce and a touch of buttermilk ranch.
Owner Michael Lukich and business partner Michael Harrity, an east coast native, have grown ECP from a single location in Cardiff, opened 10 years ago, to now three urban pizzerias, with additional locations in San Marcos and the upcoming Hillcrest location. Scheduled to open its doors mid-summer, ECP Hillcrest will occupy the former Cathedral storefront along University Avenue’s main restaurant and retail corridor. The completely redesigned open-air pizzeria will take on an urban industrial vibe with stained concrete floors, exposed brick walls and ducting, reclaimed wood ceilings, Edison light fixtures and metal accents throughout. The space itself will feature indoor and outdoor seating, a street-side patio, four large flat-screen televisions playing everything from sports to music videos, a community dining table, craft beer taps, wines by the glass/bottle and a few mini chalk boards to keep the kids occupied.
ECP Hillcrest is planning a grand opening event for Wednesday, July 23 that will feature a live DJ, food samples and more.
East Coast Pizza will be located at 435 University Ave. in the heart of Hillcrest’s shopping, dining and nightlife corridor. Dine in, carry out, catering or delivery via drivers on eco-friendly electric bikes, ECP will be open seven days a week, for lunch and dinner, and weekend late nights for the post-club hunger rush. Phone: (619) 501.3444 | web: www.ecp-sd.com
For those who want a taste of what’s to come, ECP will be making its Hillcrest debut next Thursday, June 19 at the Food Truck Fierceness Kick-Off Event for AIDS Walk, 5-8 p.m. in the parking lot of The Center, 3909 Centre Street in San Diego.
