Chris Decker of Truly Pizza Highlights Classic Flavors in New Ways

While some pizzeria owners roll out seasonal menus customers love, others struggle to move beyond a classic pepperoni pie. The secret isn’t just creativity, it’s strategy, timing and understanding what your customers really want when the seasons change.

At Pizza Expo 2025, Chris Decker, founder of Truly Pizza in Dana Point, California, shared insights about creating seasonal pizza menus that drive sales and customer excitement. His approach is about more than showcasing fresh ingredients; it’s about telling stories, bringing emotions into the kitchen and connecting with customers on a deeper level.

Here’s how Decker approaches building a seasonal pizza menu that thrills customers, embodies creativity, and keeps operations running smoothly.

Why Seasonal Menus Matter

For Chris Decker, pizza isn’t just food; it’s an experience that brings people together. “Pizza is an edible canvas,” Decker says. “It’s how I express what’s in my head, my creativity and how I share my passion with our community.”

Decker believes the different seasons bring their own emotions and memories, which makes them a rich source of inspiration. “Fall is my favorite season,” he shares. “The leaves, the weather, the food – I love creating dishes that reflect what that time of year feels like.”

Seasonal offerings also tap into the allure of exclusivity. “Customers get excited about food that’s only available for a limited time,” Decker explains. “It makes them feel special and drives them to try it before it’s gone.”

The Ingredients of a Successful Seasonal Menu

Prioritize Ingredient Quality and Availability

Ingredient sourcing serves as the foundation of Decker’s seasonal menus. He regularly starts planning by visiting farmers markets or talking to a trusted produce supplier to find out what’s fresh and in season. “Rob brings me a box of what’s seasonal or coming soon, whether it’s baby carrots, oranges, or unique items like purple asparagus,” Decker notes.

He recommends building strong relationships with suppliers and farmers. “Ask them questions,” he says. “They’re happy to tell you how to use the product, and they want you to succeed.”

Stick to Familiar Flavors with a Twist

While Decker keeps simplicity in mind, he uses seasonal ingredients to highlight classic flavors in new ways. “A cheese pizza is my favorite pizza,” he asserts. “It’s the foundation of everything we do.” Yet, he continually looks for ways to reinvent the wheel without making it unrecognizable.

For example, Decker recalls finding inspiration from a roasted carrot pizza at a small pizzeria in upstate New York. “It wasn’t overdone, and the carrots were the centerpiece,” he says. “It really encouraged me to bring that type of creativity into my own menu.” Now, dishes like a Brussels sprout and truffle pizza often appear in Truly Pizza’s winter specials.

Decker keeps the balance of simplicity and inventiveness in mind. Instead of loading pizzas with too many toppings, he focuses on taking one or two quality ingredients and letting them shine. “Figs are one of my favorites,” he shares. “Layer them with prosciutto and cheese, and you get that perfect sweet and salty balance.”

Consider Operational Efficiency

While seasonal recipes should be creative, they also need to work seamlessly within the kitchen. “We once added asparagus post-oven to a pizza because it maintained the crunch and flavor, but it slowed everything down,” Decker recalls. Since then, he tests how new dishes affect workflow and ensures all staff are trained to execute specials efficiently.

“Think about the entire process,” he advises. “It’s not just about the customer experience; you need to maintain consistency in your operations.”

Tell Stories Through Food

Seasonal menus give Decker the opportunity to tell stories with every dish. Whether it’s highlighting their roasted heirloom carrot pizza inspired by his New York roots or using local honey from the Ecology Center in California, he ensures every menu item has a narrative.

“One thing I love about seasonal menus is that you can connect people to something deeper,” he notes. “When dishes are tied to a feeling, memory, or local ingredient, people remember it.”

For winter, Truly Pizza serves dishes like truffled Brussels sprout pizza that evoke the cozy feeling of the season. “It’s all about creating moments,” says Decker. “When customers feel something special, they keep coming back.”

Pricing and Marketing for Seasonal Menus

Seasonal ingredients can often cost more, but Decker emphasizes not undervaluing quality. “Don’t be afraid to charge what your food is worth,” he says. “If someone’s selling $10 pizzas down the street, that’s on them. People will pay for creativity and effort.”

Decker also incorporates storytelling into his marketing strategy. He teases seasonal pizza launches on social media, often sharing photos or videos of new creations in progress. He also emphasizes direct customer engagement. “We often give out small samples of our new pizzas,” Decker says. “It’s a great way to get feedback and build excitement.”

A standout element of Truly Pizza is its VIP dish, the “Industrial Pizza,” which isn’t listed on the menu. “It’s something we only serve to fellow pizza makers or very special guests,” Decker explains. “It’s a gift. It shows our gratitude and creativity in a way they’ll remember.”

Keep Experimenting, Keep Learning

Decker knows the value of trial, error, and evolution. With his team, he continually experiments with ideas, even if some don’t pan out. “We tried making cheeseburgers for Father’s Day,” he laughs. “It was a disaster, but that doesn’t stop us. You’ve got to take risks to discover what works.”

He encourages others to find inspiration all around them. “Travel, eat, visit other pizzerias, and pay attention to everything,” Decker says. “There’s no better way to learn than to explore what’s out there.”

How to Succeed with Seasonal Menus

For Decker, a great seasonal menu focuses on more than trends. It taps into personal stories, customer connections, and the passion behind the food. His advice boils down to one guiding principle: “Do everything with intention,” he says. “When you put purpose behind every decision, whether it’s picking the ingredients or naming the dish, the results are always better.”