Meet Jared Schwartz | Owner & Operator

We had the good fortune of connecting with Jared Schwartz and we’ve shared our conversation below.

Hi Jared, every day, we about how much execution matters, but we think ideas matter as well. How did you come up with the idea for your business?
The idea was an evolution of a deep love I had for pizza. We started our business during the early days of COVID, a time filled with uncertainty—especially after I was laid off from my job. A good friend lent me some kitchen equipment to pass the time while I searched for work. One night, while experimenting with dinner ideas, I made a batch of dough—only to realize I had made way too much.

Not wanting it to go to waste, I called around to friends to see if anyone wanted some extra dough to make their own pizzas at home. A few said yes, so we drove around and dropped it off. After a few nights of this, word spread. Soon, we started making our own sauce and packaging cheese and pepperoni to include in the “kits.”

The idea grew quickly. We knew so many people who had been laid off and wanted to offer a small sense of relief—whether by providing a fun, hands-on dinner experience for families or simply ensuring someone had a meal in their fridge. Before we knew it, we launched an Instagram account to take orders and post updates on when and where the next pizza kit drop would be.

At the time, we had no idea this would be just the beginning of our pizza journey.

In June of 2020, we moved to Tucson, not knowing many people or how to pick up where we left off with the pizza kits. That summer, I came across a post about a rundown pizza trailer that had been sitting in a junkyard for some time. After some negotiation, I bought the trailer and towed it home.

Over the next few months, we rebuilt the pizza oven on the back, bringing it back to life. In the meantime, I took a job as a manager at a local restaurant. But once the trailer was up and running, I started taking it out on my two days off—setting up at tap houses around town with the help of my partner, Ashley, and our family.

The reception from the Tucson community was incredible—humbling and motivating in ways I never expected. It gave me the confidence to take a leap of faith. On my 30th birthday, I quit my job and went all in on my pizza dream.

The first version of our pizza concept was born: Over.The.Counter. For nearly two years, we traveled all over Arizona—cooking at weddings, concerts, festivals, and other events. As we grew, we began searching for a brick-and-mortar location to take the next step.

In 2022, we partnered with Cartel Coffee Lab at their downtown Tucson location and rebranded as Penelope Pizza. The name was a natural choice—our trailer had been named after our first dog, Oliver Twist Christmas Jr. (O.T.C.), so it only felt right to name our next venture after our mini Dachshund, Penelope. The space had just the right mix of polish and history to complement the trailer’s aesthetic. Cartel continued running their coffee shop as usual, while we took over the back, where an old oven had been built years before. It was the perfect next step—giving us a more permanent setup where I could hire a full-time employee and grow the brand in a more serious way

After 20 months of partnership with Cartel, we finally found our own free-standing location on the east side of Tucson. To us, hospitality is all about saying “yes” to our guests. While our downtown space had limitations, our new home allows us to fully deliver on that vision—and we couldn’t be more excited.

Now, four years into this journey, we’re proud to offer a full-service experience with a full bar, house-made desserts, fresh daily pastas, and, of course, our wood-fired pizzas. As we planted roots in a new Tucson neighborhood, we set out to create a warm, welcoming space—filled with natural light, greenery, and personal touches that tell our story. Our ticket wall preserves memories from our trailer days, while many of our pizzas are named after friends and family. Most importantly, we’ve surrounded ourselves with the best people possible to help bring this vision to life.

Can you open up a bit about your work and career? We’re big fans and we’d love for our community to learn more about your work.
My journey in hospitality started at 15, working at a small sandwich shop run by a chef who instilled high standards in everyone, regardless of age. That early experience shaped my approach to work, leading me to seek out companies that valued both excellence and strong team culture. Often the youngest on the team, I learned to work harder to prove myself.

At 19, I joined a growing restaurant group, eager to take my first real serving job. Things didn’t go as planned, but someone saw potential in me, providing the training and support I needed to grow. That opportunity led to my first experience as a manager and set the foundation for a career in restaurant leadership.

I made a promise to myself to only take jobs that allowed for lateral or upward growth, constantly learning about the hospitality industry. Along the way, I encountered challenges, pursued opportunities, and read hospitality/leadership books that shaped my philosophy—especially Setting the Table by Danny Meyer. His concept of the “51%” taught me to recognize the intangible qualities that make someone a great fit for an organization.

Hospitality, at its core, is about compassion, empathy, and building trust. I wouldn’t be here if someone hadn’t recognized something special in me and pushed me to be better. Now, as a leader, I aim to cultivate that same culture—empowering my team, fostering growth, and ensuring that everyone who walks through our doors feels valued.

If you had a friend visiting you, what are some of the local spots you’d want to take them around to?
As someone relatively new to Tucson, I’m still uncovering hidden gems around town—and I get especially excited when friends come to visit. Tucson offers a unique Southwestern desert experience, completely different from anywhere else.

One of the first things I learned after moving here from Phoenix was the heated debate over Mexican food. Growing up in Phoenix, I was convinced I had already eaten some of the best Mexican food out there. But Tucson’s take on it—rooted in Sonoran flavors—quickly won me over. One key ingredient? The chiltepin pepper, native to the Sonora region of Mexico. It brings an incredible smoky heat to dishes that’s unlike anything else.

Whenever friends visit, my first stop is El Torero in South Tucson. Open since 1954, it serves hands-down some of the best Mexican food in town. They start every meal with two different salsas featuring chiltepin, served with fresh chips—both are unreal. And of course, no trip to Tucson is complete without a visit to one of the iconic Sonoran hot dog carts scattered around town. Pulling into a dirt lot for a roadside hot dog or quesadilla might not sound like much, but trust me—it’s life-changing.

For outdoor adventures, I love taking visitors to Patagonia, Arizona, about an hour south of Tucson. It’s right outside Sonoita, home to some of the region’s best wineries. As you drive south, the landscape transforms—the cacti fade, the elevation climbs, and suddenly, it feels like you’re in Idaho or Montana. It’s wild. The area offers fantastic hiking and biking, just like Tucson itself.

Most visits end up being a perfect mix of eating and outdoor exploring—two things Tucson does exceptionally well.

Shoutout is all about shouting out others who you feel deserve additional recognition and exposure. Who would you like to shoutout?
So many people have helped me along the way, and the support of friends and family has been truly tremendous. My partner, Ashley, has played a pivotal role in my success—devoting tireless hours, both emotionally and physically, as we navigated this journey together. Time and time again, she has put my dream ahead of her own, and I can’t begin to thank her enough.

Website: https://www.Penelopepizza.com

Instagram: penelope.woodfired

Yelp: Penelope Pizza

Other: If you love our music please follow.

Spotify: Penelope Wood Fired Blend

Image Credits
Shannon Christine