5 Minutes with
Alicia Santucci
We sat down with Alicia Santucci, Owner/President of Santucci's Original Square Pizza and SOSP Franchise Company, for a speed round of questioning. She was ready. On her game, making good eye contact with one hand on her laptop and the other holding a binky. She optimized both well.
We were surprised (and admittedly entertained) by how effortlessly she commanded both hands. It's almost as if she had two brains working in unison, much like a concert pianist hitting keys with ten fingers at just the right tempo with just the right touch. But this wasn't some carefully choreographed moment—it was just life. And honestly? She made juggling it all look kind of easy, even though anyone who's been there knows it's anything but.
Alicia grew up in a hard-working, small-business family and is now the third-generation owner of Santucci's Original Square Pizza, carrying forward a legacy her grandparents started in 1959. In 2011, drawn to the entrepreneurial life she'd always known, she partnered with her husband and father to expand the brand. By 2020—in the middle of a pandemic, no less—she launched the franchising arm of the business, because apparently running a family pizza empire and raising five kids wasn't quite enough on her plate.
Beyond the day-to-day grind of growing a business, Alicia makes time to invest in her community. She serves on the board of Storm the Heavens, a Philadelphia-based nonprofit, and volunteers wherever she can find the time. She splits her year between Ventnor and Moorestown, NJ, and when she's not officially working, she's doing what most parents do: showing up for her five kids in a million different ways.
Here's what we learned when we asked her the quick questions.
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When did your dad ask you to step into the role of CEO? How did you feel at the time—and how do you feel now?
I officially stepped into the role of CEO in 2020, at a pivotal moment when we were preparing to franchise the brand. I had been part of Santucci’s since 2011, and from the very beginning, I believed deeply in its potential for growth. While I understood the weight of the responsibility—especially leading a family business with such a solid and enviable legacy—I also felt prepared and excited to help guide the brand into its next chapter. Carrying the torch was a bit of an awesome task. It meant I had to become the leader (that my dad knew I could be) at record speed.
Today, I feel more confident and energized than ever. We’ve built a strong foundation, assembled an incredible leadership team, and created a clear vision for the future. It’s incredibly rewarding to honor our history while actively shaping what comes next. Our North Star has remained the same through the decades, and I don't really see that changing. One of my mentors once told me, "Alicia, you're in the people business, not the pizza business." I never forgot that. It's true on so many levels. We create jobs, support community causes, and open a neighborhood space where people feel welcome, safe, comfortable, and happy. It really is about impact and community betterment.
What are some of the most challenging aspects of running a QSR? Has that list morphed over the years?
The challenges of running a QSR have evolved significantly, especially in the years following COVID. Labor dynamics, rising food costs, supply chain disruptions, and shifting customer expectations have all reshaped the industry. What once felt predictable now requires flexibility, innovation, and constant attention. I've learned that it's important to be decisive. Sure, I've made a few mistakes along the way, but I've pushed myself to bounce back with passion.
That said, the heart of the business hasn’t changed. Delivering consistent quality, exceptional service, and a great guest experience—day in and day out—remains the core mission and the ultimate goal.
Is there a quote or saying passed down from your dad or grandfather that guides how you lead the business - IOW, the how and why behind the what?
There are a few lessons that have always stayed with me. One is simple but powerful: "Do something you love, and you’ll never work a day in your life." Another is the belief in outworking everyone—being the hardest-working person in the kitchen and never shying away from the toughest jobs. My nails might be salon-fresh, but rest assured, there will be 'stuff' under them.
Those principles and philosophies have shaped my leadership style. Lead by example, stay humble, and never ask someone to do something you wouldn’t do yourself. Admit mistakes. Learn from them and move on. It's simple, but when you add five young kids to the mix, it can be a lot. I live and die by my calendar. Staying organized and setting a cell phone reminder helps!
Where do you see the brand in five years?
In five years, I see Santucci’s continuing to grow beyond the tri-state area, bringing the authentic taste of Philadelphia to new communities across the US. There are so many Philadelphia transplants nationwide who grew up on Santucci’s, and we want to reconnect them with that sense of home—without ever compromising the quality or culture that defines our brand positioning.
What do you look for in future franchise owners?
We search for partners who share our values—strong morals, a solid work ethic, and a genuine desire to build something meaningful in their respective communities. I’m especially inspired when prospects express their desire to build a business that will inevitably be passed down to their children. That kind of long-term mindset aligns perfectly with our culture. Santucci’s has always been about family, because it's rewarding to see the brand continue to be passed from generation to generation. The evolution is just as important as a successful launch.
Will Santucci’s be expanding beyond the tri-state area?
Yes—expansion beyond the Delaware Valley is absolutely part of our plan. But we're committed to growing thoughtfully. Every new location has to reflect the standards, culture, and authenticity that built this brand in the first place.
My husband, my brothers, and I are all aligned on this: we scale responsibly, or we don't scale at all. In fast casual, consistency is everything. You can't sacrifice quality for growth—especially when your family name is on the door. That means we look at every detail with a critical eye, not because we're perfectionists (okay, maybe a little), but because we owe it to our customers and to the legacy my grandparents started.
The goal? A Santucci's in Key West—hypothetically speaking—should taste exactly like the original on "O" Street...same recipes, same care, same experience. One of my responsibilities, along with my brothers, is making sure that happens. We're the recipe police, and we take that seriously.
Is there a charity that holds special meaning for you?
Giving back is incredibly important to me and to our company. One organization that means a great deal to me is Storm the Heavens, a local charity dedicated to funding pediatric cancer research and supporting families affected by childhood cancer. Their mission is deeply personal, and the impact they make is profound. We support the organization through fundraising initiatives and events, and we encourage anyone interested to get involved—whether through donations, participation, or helping spread awareness.
What aspect of the business do you enjoy the most?
I'm not gonna lie—I absolutely love our "Surprise and Delight" activations. When we open a new store, we select local nonprofits to surprise with pizzas, drinks, and a full lunch spread. We also pop up at hospitals, police stations, firehouses, nursing homes—places where people are working hard and could use a fun treat to break up the day.
Since we're a Philly original, just like the Eagles, we decided to surprise superfans during a tailgate at The Linc before a big game last season. We handed out 300 pies to unsuspecting fans, and it was an absolute blast. Sure, they were Eagles fans—but so many of them told me they were Santucci's fans too, and honestly? That made my whole day.
Would you like to give a shout-out to anyone who has helped shape the brand?
So many amazing individuals deserve recognition. The foundation of Santucci’s was built not only by my grandparents but also by my mother and father, my aunts and uncles, and countless former and current employees who have poured their hearts into this business. It's not really about one person, but rather the tireless efforts of so many who came before me.
Our vendors and partners—many of whom feel like extended family—have also played a critical role in our success. Santucci’s has always been, and will always be, a collective effort.
What advice would you give to other entrepreneurial working moms trying to balance it all?
Honestly, don't waste time worrying about what other people think. Do what you have to do to put family first. Get creative. Ask for help when you need it. Don't try to be a hero. Life is never. perfect but sometimes everything lines up. Just spending the day on the beach in Ventnor with my entire family is a huge win. Savor the moments that give you the greatest joy and tuck them away in a special corner of your mind so that you can pull them out during challenging days.