PARSIPPANY — Urban Crust Pizza, a new restaurant at 305 Parsippany Road, is putting an Indian twist on a familiar favorite with customizable pizzas that blend Indian and Italian influences.
Co-owned by brothers Xitij and Alap Shah, the restaurant offers pizzas, Indian-style sandwiches, and desserts in a quick-service setting.
We stopped in to try two of the pizzas, the pesto paneer and the tandoori chicken, to see how the restaurant’s Indian and Italian mix works on a pie.
The pesto paneer pizza starts with a base of green pesto, covered in melted cheese and topped with cubes of spice-coated paneer, diced red onion and green pepper. The paneer was soft and perfect, and the spice was perfect too. It is a creative way to bring an Indian ingredient to a familiar pizza, and it worked.
The tandoori chicken pizza takes a different route. It starts with a red sauce, then layers on melted cheese, pieces of tandoori-spiced chicken, red onion and green pepper, finished with a swirl of green sauce across the top. The chicken was just as impressive, and the spice was right on target again.
Both pizzas came out with a golden crust that was lightly charred at the edges, and the cheese stretched with every slice pulled from the box.
Both were amazing, and together they showed how naturally Indian and Italian flavors can work together. Whether you lean toward the meat-free paneer or prefer chicken, each pizza delivers a clear Indian twist without losing what makes a pizza a pizza.
Behind the menu is a personal story. For Xitij Shah, the opening fulfills a nearly 20-year dream of owning a business. In an interview with Parsippany Focus, Shah said he wanted an opportunity that reflected his interests and gave him the chance to build something of his own.
The opportunity developed through a friendship with the people behind the franchise. After visiting their Pizza Studio location and sampling the food, Shah became interested in its combination of pizza, Indian-style sandwiches, and quick service.
Customers can choose a signature pizza or build their own, selecting toppings before the pizza goes into the oven. Shah said the restaurant aims to have orders ready in five to 10 minutes, depending on how busy it is.
“We cut everything, we chop it up, and you tell me what you want, and I’ll make it for you,” he said.
Shah said the menu offers choices for customers with different tastes, including pesto, paneer, and a selection of meat toppings. Indian-style sandwiches and desserts round out the offerings.
Asked about the mix of Italian and Indian influences, Shah said he wanted diners to have options beyond a single cuisine, whether they preferred familiar toppings or spicier combinations.
The brothers’ plans also extend to the dining space. Shah said the décor, music, and a 65-inch television were chosen to make customers feel comfortable spending time at the restaurant.
He envisions families sharing meals and friends gathering to watch football. Although the restaurant follows a quick-service model, Shah said customers should not feel rushed to leave after receiving their food.
Shah also plans to accommodate birthday parties and other private gatherings, with groups able to arrange in advance to reserve the space. At the time of the interview, the restaurant had not yet hosted such an event and was still developing those arrangements.
Urban Crust Pizza may be new to Parsippany, but based on what we tried, it is off to a strong start. For more information, call 973-585-4146 or visit theurbancrustpizza.com.
Urban Crust Pizza
305 Parsippany Road
Parsippany, NJ 07054
(973) 585-4146
theurbancrustpizza.com
Open daily, 11:00 a.m. to 10:00 p.m.
Author’s Note: Special thanks to Anikait Sota for joining me in conducting the interview with Urban Crust Pizza co-owner Xitij Shah.
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