L’Antica Pizzeria Da Michele, the 155-year-old Naples institution made famous by Julia Roberts in ‘Eat Pray Love’, has launched its first Australian outpost in Sydney, bringing its UNESCO-recognised pizza craft to the competitive Australian dining market.
The opening marks a significant international expansion for the family-owned brand, which operates more than 80 locations worldwide while maintaining its reputation as the benchmark for authentic Neapolitan pizza. The Sydney location opened at 50 Pitt Street in the CBD.
Unlike many international concepts that adapt to local markets, Da Michele is importing its entire operation from Naples. The restaurant has sourced Italian tomatoes, Agerola Fiordilatte cheese, specialist ovens, and even artisans directly from its hometown to replicate the original experience.
“For years, Australians have travelled to Naples for the real deal, or have been eating overpriced fakes,” said Giuseppe Costagliola, Da Michele representative. “Now, we’ve brought the same ingredients and craftsmanship to Australia.”
Price point takes on Sydney’s pizza market
The restaurant’s pricing strategy stands in stark contrast to Sydney’s upscale dining scene. Da Michele will offer its iconic Margherita and Marinara pizzas for $18, positioning itself as an accessible option despite its legendary pedigree and imported ingredients.
“When it comes to food, luxury is about authenticity, not about money,” Costagliola said.
The Neapolitan pizza-making tradition, recognised by UNESCO in 2017 as part of the Intangible Cultural Heritage of Humanity, emphasises hand-stretched dough, specific ingredient sourcing, and traditional techniques passed down through generations.
Da Michele has maintained these practices since its founding in 1870 and remains owned by the descendants of its founder.
The Sydney menu will feature the brand’s signature pizzas, along with antipasti, pasta dishes, desserts, and Sorrento limoncello. The fully licensed venue will operate seven days a week from 11:30am to 11:30pm.
The Australian launch is part of a multi-year development project focused on maintaining authenticity while establishing the brand in a new market known for its sophisticated food culture and intense restaurant competition.
