Key Takeaways

• Lee Kindell, founder of MOTO Pizza, transitioned from hostel management to launching a successful pizza restaurant amid the COVID-19 pandemic.
• MOTO Pizza experienced rapid growth, with operations expanding to include serving up to 1,400 pizzas per game at Seattle Mariners Stadium.
• Plans for national and international expansion, along with potential investments and new technology like drone delivery, are on the horizon for MOTO Pizza.

A Journey from Hostel to Pizzeria

Lee Kindell, the founder of MOTO Pizza, had never planned on becoming a restaurateur. Initially, he envisioned running a small pizza shop as a retirement project after years of managing a hostel, where he fostered community through unique experiences like foraging trips and shared meals.

The idea of making pizza originated during one of these communal dinners, sparking Kindell’s interest in dough preparation. He became captivated by the intricacies of sourdough and yearned for the tactile experience of creating dough. Conversations with his wife, Nancy, about a future pizza endeavor remained just that—until the COVID-19 pandemic forced an unplanned shift.

With his hostels closed due to the pandemic, Kindell quickly pivoted from his original plan, investing his savings into a tiny 500-square-foot location in West Seattle, affectionately known as “The Up House.” Armed with less than $60,000, he sourced used equipment and salvaged furniture to set up shop. To Kindell’s surprise, his soft launch quickly morphed into a viral success. Bored customers stuck at home took to social media and flocked to MOTO Pizza, creating lines that wrapped around the block.

“The first day we went viral,” Kindell shared, reflecting on the unexpected popularity.

As MOTO gained traction, Kindell devoted himself to enhancing his craft, initially mixing dough by hand. However, an arm injury led him to use a mixer, a decision that changed his perspective on scalability without sacrificing quality. This realization prompted him to explore advanced equipment, including conveyor ovens and robotics, allowing MOTO to maintain artisan qualities while increasing production capacity.

MOTO’s rapid expansion took an exciting turn when Kindell struck a deal with the Seattle Mariners. A conversation with a customer led to him pitching the idea of hand-held pizzas for the stadium, and soon, MOTO was serving up to 1,400 pizzas at each game. This success catalyzed further opportunities, including participation in the Paribas Tennis Open in Palm Springs, where the team managed to serve 3,000 pizzas daily, a feat Kindell described as a “logistical nightmare.” Despite the challenges of scaling, he remains committed to growing MOTO without compromising its artisanal roots.

Currently, MOTO Pizza continues to thrive, recently launching its first mall location at Bellevue Square. Kindell has ambitious plans for both national and international expansion, backed by increasing investor interest. As the team prepares for the next phase of growth, they are also exploring innovative technologies such as drone delivery to enhance their service offerings.

MOTO Pizza’s journey from a pandemic pivot to a burgeoning enterprise is a testament to adaptability and the power of community-driven success. As Kindell looks to the future, he remains focused on preserving the unique aspects that have defined MOTO while strategically scaling the business.

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