An interview with the founder of Dubai's gourmet pizzeria

Emirates Woman

25-04-2025

This week, we speak to Michele Johnson, the Founder of Pitfire Pizza, a Dubai-based pizzeria known for its experimental flavours.
Welcome to the Emirates Woman weekly series 'How I got my job as…' where we speak to some incredible entrepreneurs and businesswomen both based in the UAE and globally to find out about their career paths that led them to where they are now; what their daily routines look like; the advice they'd give to those starting out; and the hurdles they've had to overcome.
Alongside her husband, Bill Johnson, Michele launched Pitfire Pizza in 2013, despite neither having prior experience in the food and beverage industry. Their vision was to create a neighborhood pizzeria that combined quality ingredients with a welcoming atmosphere.
Under her leadership, Pitfire Pizza has grown to multiple locations across Dubai, including a branch in Dubai Hills Business Park. The brand has become known for its signature pizzas, such as the Pitfire Primo and Truff Daddy, and its dedication to quality and consistency.
To delve into her entrepreneurial journey in the F&B industry, Emirates Woman sat down with Johnson to see how it all began. What was your favourite subject at school?
In high school, I loved Home Economics—cooking was always my favorite part. In university, I shifted gears and studied Accounting, which gave me a strong foundation in business. Back then, I had no idea how both these subjects would play an important role in setting up Pitfire Pizza down the line.
What was your first job?
I started my career as a Junior Human Resources Executive. It was my first real exposure to the corporate world, and coming out of university, HR just felt like the right fit at the time. What brought you to Dubai?
My job brought us to Dubai. We were living and working in Kuala Lumpur, where I was a Regional HR Director for a construction company covering several countries in Southeast Asia. As the company began to expand, we identified strong opportunities in Dubai, which led to the decision to move our head office here in 2007. What inspired you to enter the space and your brand?
My husband had dreamed of opening a pizza restaurant since he was a teenager. By the time we got to Dubai, we were ready to give it a go. We started at home, with him experimenting with different doughs, tomato sauces, and cheeses. As a designer, he also conceptualized the brand's look and feel. At first, it was just the two of us, and let's just say the pizza wasn't quite what it is today! But with time, passion, and a lot of trial and error, we kept improving. We started hosting 'pizza parties,' inviting friends to try it, and eventually, we had a fantastic product and a brand ready to go. We found our first location, and the rest is history. That was 11 years ago—now, we have eight locations, with 4 more opening soon, including 1 in Abu Dhabi, which we're really excited about. Talk us through the concept?
We're a neighborhood pizza joint, designed for high-volume delivery with a casual, cozy dine-in experience. Our strength is in consistently making unique, delicious, high-quality craft pizza—that's what has helped us build a fantastic community over the years. What are the key elements of your role?
As CEO, I oversee all aspects of the brand and the organization, except for the design and fit-out of new locations, which my husband handles. I'm the main point of contact for our COO in decision-making and approving expansion plans, although my husband is involved in much of that too. We're a team. We take pizza seriously, without taking ourselves too seriously. Talk us through your daily routine.
I start my day with coffee, then check WhatsApp, followed by both my personal and Pitfire's Instagram—mainly focusing on DMs and story mentions. Our social media agency handles most of the community management, but I stay hands-on, ensuring they're answering questions accurately. Most importantly, I always make sure to thank customers for story mentions or for reaching out. Depending on the day, I might head to one of our locations for a meeting, a shoot, or just a general check-in with the team. I love being hands-on, but I'm also very proud of the strong team and structure we've built over the years, which allows operations to run smoothly and expansions to roll out seamlessly. Being a foodie, I enjoy watching our industry evolve. Evenings out can range from a cozy date night with my husband at one of our regular favorites to checking out a new concept with a friend. I also love a night in—experimenting in the kitchen and sharing my dinner cooking adventures on social media. What advice do you have for anyone looking to follow in the same footsteps?
My path in F&B has always been with Pitfire. When we started, I kept my corporate HR Director job and worked on Pitfire part-time. That was possible when we were small. Once we hit a point where one of us needed to be with the business full-time to grow the brand, I left the corporate world and started my 'reinvention' into learning how to be an F&B operator. Along the way, I was lucky to receive guidance from others in the industry, and that helped set us up right from the start. My advice would be to find your own way in. There are many paths, but they usually stem from a long-held passion for food. Stay committed to the dream, because it's hard. When you're small, the revenue isn't enough to fuel growth—being well-funded is crucial. The startup costs are high, and it can take a couple of years (at least) to turn your P&L from red to green. Know your market and study it carefully so you can carve your place in it. Talk to people who've walked this path—they'll usually share their stories. Then, take a deep breath and jump in! Tell us more about your F&B offerings?
We offer fabulous pizzas that sit somewhere between Neapolitan and New York style—thin, crunchy crust with a big, puffy edge and plenty of char. We pride ourselves on delivering a phenomenal pizza, whether it's hot and fresh in the restaurant or delivered to your door. With 8 locations and more on the way, we're bringing our pizza to people all across Dubai. Our teams are truly passionate about what they do—they're hard-working, friendly, and love creating that warm, welcoming experience for every guest. Whether you're enjoying the pizza in the restaurant or at home, you can always expect great service and the best slice in town. What is the best piece of advice you have ever received?
The best advice I've received is to focus on my strengths and not spend too much energy on fixing my weaknesses. Instead, surround myself with people who excel in the areas where I'm not as strong. It's about building a solid team and playing to your strengths while trusting others to shine in their own areas of expertise. And what is the worst?
The worst advice I've received was that it's safer to stick with a corporate job rather than taking a risk on something new. As you can see, I didn't listen to that advice at all. I decided to take the leap, and it's been one of the best decisions I've made. What's the biggest challenge you have had to overcome?
Honestly, the biggest challenge was figuring out where to start once I left my corporate job. Stepping into a completely new world, I had no blueprint to follow. It was a lot of trial and error, but it taught me how to learn quickly and stay resilient. It's been a journey of continuous growth, but it was definitely worth the leap. What lies ahead for the brand?
Growth. We've built something we're incredibly proud of, and now we're all about bringing it to more neighborhoods. With new locations opening in Dubai and our first spot launching in Abu Dhabi, we also have our eye on Sharjah, Al Ain, and beyond. Once we settle into Abu Dhabi, we'll be looking for more spots across the UAE, because we believe great pizza should never be too far away. – For more on luxury lifestyle, news, fashion and beauty follow Emirates Woman on Facebook and Instagram
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