Expanding its culinary footprint, Phoenix-based Upward Projects is setting up a second Federal Pizza location, stepping into the redevelopment of the former Paradise Valley Mall space. According to a report by ABC15, the popular restaurant company, known for nearly 30 Postino eateries, will grow its Federal Pizza brand with this new 4,243-square-foot joint. Expected to break ground in the forthcoming weeks, the northeast Phoenix spot will fire up its ovens come early 2025.
Federal Pizza's expansion is a slice of a larger redevelopment pie, orchestrated by Red Development. After having had a single location for more than a decade, this new venue, residing at the northwest corner of Tatum Boulevard and Cactus Road, will join a veritable feast of retail and culinary names including Whole Foods and Flower Child. Lauren Bailey, CEO of Upward Projects, shared in an interview with the Business Journal, "The team from Red called us ... and it was a really unique opportunity and we jumped on it because we really love that neighborhood."
With an eye for classic architecture, Upward Projects has historically placed its restaurants in buildings of historical and mid-century modern design. While each new Postino location can't inherit this legacy, the team emphasizes infusing new builds with the essence of their signature style. The upcoming Federal Pizza is no exception, intending to sprinkle a retro '70s vibe into its look without veering into pastiche. "I'm not a fan of trying to make new buildings look old," Bailey told the Business Journal. "We're trying to think about what is Federal Pizza 2.0 in this newer space."
In addition to the pies and brews, the PV location will feature a large takeout area akin to its Central Avenue relative. The sizeable eatery will boast an enhanced selection of beer on tap, alongside a market area replete with chilled beverages and frozen treats, like pints from their Churn brand ice cream. According to ABC15's reporting, distinguishing itself from its Central Avenue ancestor, famous for its drive-thru pizza and beer service, Federal Pizza's new spot will feature even more beer varieties and expanded coolers within a more extensive marketplace layout. Bailey elaborated on this design decision, noting, "A little bit like I'm in my grandma's basement in the '70s, but not too overtly."
As Federal Pizza readies to rise in this Phoenix project, Upward Projects doesn't stop at pizza; they're also rolling out a new Postino location in the West Valley as part of the Common Bond Development Group's mixed-use complex. With eyes set on 2025, Upward Projects is cooking up more than just artisanal pies, but a burgeoning empire in the heart of Arizona's culinary scene.
