La Rustica: Bringing the Heart of Naples to Riyadh

When people talk about Italian food abroad, they often think of pizza—but few know what real Neapolitan pizza tastes like. In Riyadh, one man made it his mission to change that. Sultan Al Shmassy, a passionate admirer of Italy and self-declared Italophile, partnered with Italian chef Alessio Lodi to introduce authentic Neapolitan pizza to the Saudi capital through La Rustica, the first certified pizzeria by Associazione Verace Pizza Napoletana (AVPN) in the Kingdom.

From San Francisco to Riyadh: A Slice of Inspiration

La Rustica’s story began in 2013—not in Italy or Saudi Arabia, but in San Francisco. “It all started when my wife, who is Italian, introduced me to what she called the best pizza of her life,” says Sultan. “We then traveled to Italy, and everything changed. I fell in love with the culture, the ingredients, the simplicity.”

Ironically, before that trip, Sultan Al Shmassy “hated Italy—because of football.” But the country grew on him quickly. So much so that he’s visited 28 times, joking that in a past life, he must have been Italian. “Sometimes I even make the pizza myself,” he laughs. “This is more than business—it’s personal.”

Building the Dream: From Banker to Pizza CEO

Coming from a banking background, Sultan had always dreamed of becoming the CEO of his own company. La Rustica became that dream realized. What began as one small venture in 2016 in Riyadh’s Diplomatic Quarter is now a growing brand with four branches, including one in Marbella, Spain, where the concept has become popular among both locals and Saudi tourists.

“We’re expanding,” Sultan confirms. “We have two new locations opening soon—one in Diriyah Boulevard Sports and one in the new downtown Riyadh by 2026. After that, we’re eyeing Jeddah, Egypt, Qatar, and Dubai.”

A Partnership Based on Purity

To bring this vision to life, Sultan brought in Chef Alessio Lodi, a Ferrara-born culinary expert with experience in China, the U.S., the U.K., and Ibiza. Together, they built a brand that is unflinchingly committed to authenticity.

“Our approach is pure,” says Alessio Lodi. “No fusion, no shortcuts. Just real Italian recipes made with real Italian ingredients.”

The training process was intense: Sultan trained personally with Franco Pepe and Enzo Coccia, two of Italy’s most legendary pizzaioli. “The first few weeks, people didn’t understand it. They would send the pizza back because we didn’t cut it—it was part of the Neapolitan tradition. But we stuck to our guns.”

Food, Vibes, and Italian Soul

La Rustica isn’t just about food—it’s about experience. “We try to bring not just the cuisine, but also the vibe of Italy,” says Al Shmassy. “That’s the real magic. You walk in and feel transported.”

Chef Alessio agrees. “There’s an educational process. We’re teaching people what al dente pasta is, why Neapolitan pizza isn’t crispy, why simplicity matters. And people are responding—they’re curious and open.”

Sourcing top-quality ingredients is another cornerstone of their model. “We work with partners like Sitaf to ensure that 90% of what we use is directly imported from Italy,” explains Alessio. “The customs process is tricky, but it’s worth it.”

Looking Forward: A Slice at a Time

While the journey hasn’t always been easy—especially in navigating cultural expectations and sourcing—La Rustica has succeeded where many have compromised. As Chef Alessio puts it, “We may not be at 100% authenticity yet, but we’re at 80%—and growing. The more people taste the real thing, the more they appreciate it. We use all Italian ingredients imported by Sitaf Food, ”

Whether you’re an Italian expat, a curious Saudi diner, or just someone craving an honest Margherita, La Rustica is a testament to what happens when passion, culture, and craftsmanship come together—one pizza at a time