Crosta goes global: Introducing Baby Crosta in Niseko, Japan

All hands on deck as founders Ingga Cabangon Chua, Tommy Woudwyk, and chef and partner Yuichi Abellare Ito take the Crosta Pizzeria brand global and establish their first international branch in the popular ski resort town

Launching a brand in a foreign market is definitely a power move. For Crosta Pizzeria founders Ingga Cabangon Chua and Tommy Woudwyk, this milestone is made all the more exciting as it also gives them more reason to spend infinitely more time at one of their favourite places on earth: Japan. The ski resort town of Niseko, Japan is a top-of-mind getaway for the couple and their families, having spent many Christmas vacations and birthday celebrations there with their loved ones. On December 12, 2023, this Philippine pizzeria will proudly introduce a brand new concept and open the doors of its first international location with Baby Crosta making its debut on Niseko's snowy slopes.

“We love Niseko not only because it has the best snow in the world, but also because Hokkaido is a foodie paradise in-part due to the fact that some of the best seafood and produce in the world comes from this region,” Chua explains. “So, food and family just made it the perfect destination for us. We also got lucky because our friends’ family own the Niseko Village resort and they were generous enough to encourage us to take the plunge and offered a fantastic location." When a stroke of luck presents a spectacular opportunity, how can you not take the leap?

The concept— while still staying true to Crosta’s brand identity which has become synonymous with a crispy, airy, flavourful crust, and an irreverent range of pies topped with only the highest quality toppings—will be slightly different because of the nature of its location. It is nestled inside Niseko Village ski resort at a place called “Niseko-yo,” a small group of ski-in, ski-out shops strategically located as the meeting point between several chairlifts, the Niseko gondola, and between the Hilton and Ritz-Carlton resorts. “If you're skiing in Niseko Village, it's the place to go for a lunch break or apres,” Chua further describes.

Above Baby Crosta | Photo by Justin Ventura, Styling by Chichi Tullao

“People spend so much money to come to Niseko, they don't want to waste the precious “pow-time’ waiting in line for their order," says Woudwyk. “We saw this challenge as an opportunity for a new Crosta concept.” Baby Crosta is different in that instead of made-to-order pizzas, they will be offering an ultra-quick service concept serving high-quality Roman-style pizza-by-the-slice or pizza al taglio. “Baby Crosta is an ultra-quick-service concept serving high-quality Roman-style pizza by the slice; where customers can ski down the mountain, unclip, and have an incredible slice of pizza in under 4 minutes. Imagine a New York slice shop where round ready-made pizzas are replaced with long rectangular pizzas on display, topped with the highest-quality, freshest ingredients. Ingga has worked on this new dough for over two years now," Woudwyk excitedly imparts. Baby Crosta, brings something new to the table but "the brand will share the same personality as Crosta; playful, authentic and humorous" Chua adds.

Above Baby Crosta | Photo by Justin Ventura, Styling by Chichi Tullao

Crosta’s chef and partner Yuichi Abellare Ito has only moved back to Manila from his time as Tokyo’s top pizzaiolo and has found himself back in Japan opening this concept with Chua and Woudwyk. “When we first met, Tommy said we would eventually open in Niseko, and funny enough, Ingga and Tommy have brought me back to Japan in less than a year,” chef Ito laughs. When asked how he feels to be opening a pizzeria in his former home country, he explains: “Opening a restaurant in Japan is definitely a different animal. A lot more difficult than most places since the F&B market is advanced in Japan and so there's a lot of critical planning with marketing, food presentation, products, et cetera. It's a mixture of emotions and challenges, but the level of excitement I have by far outweighs the challenges, without a doubt.”

Known for their impeccable attention to detail in all aspects of their business, the team has been working overtime to get the right look, vibe, and of course, flavour for their pizza al taglio concept. “The great thing about this pizza is that people don’t need to order a full-sized pizza, instead they can have a slice of different flavours. Because the pizza is sold by the slice, customers can enjoy a high-quality quick meal in between skiing, so they can go back to the mountain as quickly as possible," explains Ito. Also, their location gives them easy access to the best produce and ingredients and they plan to take full advantage. “We will be focusing on Hokkaido products such as Hokkaido wheat for our dough, Hokkaido pork, beef and duck for our cold cuts, Hokkaido dairy for our sauces and cheese, along with locally grown vegetables. These have proven to be some great adjustments since Hokkaido is renowned for their world-class produce,” chef Ito shares. Still, some things will remain. “While we have made many adjustments, there are certain things that we will never compromise. One of those is our playfulness with what we present. We will be showcasing an ever-changing selection of new flavours along with many of our Crosta favourites.”

Also opening soon on the second floor of their location is a premium pizza omakase experience, where chef Ito will be at the helm of the 8-seater counter, similar to the pizza omakase they launched in Manila last June 2023. This will be the same concept that is set to rise at Ayala Triangle, Makati in the near future. "It will be a seasonal concept in that during the winter season we will be closed in Manila and open in Niseko; then after the winter season, we will close in Niseko and open in Manila," Chua adds. While we cannot share more at the moment, stay tuned to learn more about this moveable feast.

Above Baby Crosta | Photo by Justin Ventura, Styling by Chichi Tullao

While launching a branch in Japan demonstrates gumption, Woudwyk offers a refreshing perspective on their gutsy move. “Going global sounds very daunting and make no mistake, there's a lot involved to make it happen,” he says. “To be clear though, we see it as not ‘going global’ but rather, setting up in another country we love and in a place that is very meaningful to us. We have always tried to run our own race that makes sense to us and Niseko was one of those locations that has always made sense. And who said that going international was something only reserved for billion-dollar franchises?”

More than anything, while one can be sure all the numbers have been crunched and all signs point to “go,” it seems that this development is mostly emotionally driven. “We are just a small pizzeria and so the question for us was not whether we were ready but more around what moves our happiness needle more—an additional store in Manila? Or do we create an opportunity where some of our staff could have something to look forward to at the end of the year—teaching them to ski or snowboard, riding with them in the snow and more broadly, sharing our happy place with our staff? From that point of view, the decision makes a lot more sense than simply asking if we are ready because you're never really ready,” Woudwky concludes.

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Topics

pizza pizzeria crosta japan niseko snowboarding skiing italian food

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Baby Crosta opens in Niseko, Japan