A Q&A with California-based Truly Pizza co-founder Donna Baldwin
Las Vegas hospitality veteran Donna Baldwin collaborated with pizza icon John Arena and pizza champions Chris Decker and Michael Vakneen to create a one-of-a-kind pizza experience, Truly Pizza in Coastal California that is now expanding to Laguna Beach.
As you have developed the Laguna Beach restaurant, how have you replicated this beautiful and successful concept you helped create In Dana Point?
When developing the Laguna Beach location, the intention was never to duplicate but to thoughtfully translate the spirit of what we created. The restaurant is housed in a historic Craftsman-style home protected under the Mills Act, and we approached it with deep respect for its history and character. We preserved the heart of our concept – hospitality, quality, service and community – while allowing the space to reflect Laguna’s coastal rhythm and charm. From the architecture to the guest experience, every detail was considered, so the restaurant feels both rooted in its history and alive in the present, telling its own story while staying true to who we are.
As an industry veteran, what is your service philosophy and how has that shaped Truly?
My service philosophy has always been that genuine hospitality begins from within, and it starts with our employees. When a team feels supported, valued and inspired, that energy naturally extends to the guest. Service should feel intuitive and heartfelt, never transactional. At Truly, this belief shapes everything we do. We aim to create an environment where guests are cared for, welcomed sincerely and remembered, so that each visit feels personal and meaningful.
How have you been able to create such a unique guest experience at Truly?
When guests choose to spend their time with us, we see it as our responsibility to make that experience truly special. At Truly, we blend elevated yet comfortable service with thoughtful attention to detail, from the greeting at the door to the lighting, music and overall atmosphere. By empowering our team to lead with kindness and intention, we have created a space where guests feel genuinely cared for. Our goal is for every guest visit to feel effortless, memorable and like a place you truly belong.
How have you ingrained community and giving into the restaurant?
Community is not separate from what we do, it is part of who we are. We focus on supporting local and state organizations in meaningful ways, including featuring two pizzas each month that give a portion of their proceeds directly to specific charities. We also attend community gatherings and contribute through direct donations in support of important causes. Our hope is that Truly is more than a restaurant, it is a place that gives back, strengthens connections and plays a small but meaningful role in the wellbeing of the community we serve.
Pizza Concept:
Truly Pizza is an artisanal neighborhood pizzeria built around the idea of gathering, sharing good food, wine and conversation in a setting that feels personal and relaxed. Our approach is rooted in elevated simplicity, where quality ingredients and disciplined techniques come together to create an experience, not just a meal. Served in a garden-inspired backyard space with a coastal influence, Truly feels like a neighborhood spot where friends and newcomers alike can come together, supported by thoughtful, service-driven hospitality.
Pizza Style:
Our pizza style is rooted in long fermentation and true craftsmanship. From the beginning, we set out to create something unique to Truly, honoring classic techniques while pushing beyond a single traditional style. After months of testing dough formulas, fermentation times and oven temperatures, we developed our signature micro-blistered crust. That micro-blistering comes from the fermentation process, which builds deep flavor and creates tiny air pockets in the dough. When baked, those bubbles lightly char, delivering a delicate crispness, beautiful speckling and a light, airy chew. Each dough ball is hand-shaped to either a round or square pie and thoughtfully composed, allowing the ingredients to shine and create an experience meant to be savored and shared.
Explore Truly Pizza and on Instagram @ trulypizza.
