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But it’s poised for a public debut soon the chef has hired two additional chefs to help develop the concept further, and plans to launch it on third-party delivery platforms like DoorDash in a couple months. The chef and his family and friends handle the deliveries for a flat rate of $5 in the neighborhood, $10 elsewhere in SF, and $20 for neighborhoods outside the city. Several months in, Sunset Squares is still a bit of a secret. “At the end of the day, especially with certain cuisines, if you don’t come from a lauded Michelin pedigree, food journalists and the general community - because San Francisco has shifted and morphed into this elitist consumer market - just want to follow brand recognition versus thinking on their own what they think is good food or not.”Ī market research firm recently estimated that delivery-only restaurants could be a $1 trillion business by 2030. In many ways it’s hurt the development of restaurants and new food ideas,” says the chef. That has certain advantages but also has disadvantages. “San Francisco is a really small food community. He remains purposefully anonymous for now. The difference between Sunset Squares and, say, your neighbor slinging pizzas from his garage and selling them on Instagram is that this business was started by a notable San Francisco chef with several restaurants of his own. What started as a pandemic-era baking project between a father and his teen daughters this spring has now turned into a viable business operation: Three or four pizzas a week to friends grew as word of mouth spread the Instagram posts and tags followed.

The dough is made from sourdough and a wild yeast starter, and the pies are, of course, square. There’s a handful of pizzas and nondairy focaccia options on the menu, a couple salads, and a dessert. Delivery in its neighborhood - San Francisco’s Sunset district - costs $5, while those farther afield in the city pay $10. Sunset Squares Pizza has fewer than 1,000 followers on Instagram.