Pastaria Vivi: San Diego’s New Italian Hub Promises Fresh Pasta, Retail, and a Taste of ‘La dolce Vita’
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A new culinary destination is set to arrive in Encinitas, California, this March, offering a unique blend of authentic italian flavors, specialty retail, and a commitment to affordability. Pastaria Vivi, the brainchild of chefs Brandon Jennings and William Treff, aims to become a cornerstone of the san Diego food scene.
from Boston to California: A Decade of Italian Dedication
The story of Pastaria Vivi is rooted in a shared passion for Italian cuisine, cultivated over years of experience in some of the nation’s most respected kitchens. Jennings and Treff first crossed paths at No. 9 Park, the James Beard Award-winning flagship restaurant of chef Barbara Lynch in Boston, where they were both immersed in high-end, technique-driven Italian cooking.
Treff, a graduate of the Culinary Institute of America (CIA), further honed his skills at establishments under the Barbara Lynch Gruppo umbrella and at the two Michelin-starred Lazy Bear in San Francisco. During the pandemic, he co-launched Nardello’s Fresh Pasta with chef Joseph Nardo, a delivery and pickup service focused on fresh pasta.Jennings’ career took a more global trajectory, with roles at Tao Group Hospitality-including its Lavo Italian restaurant concept-spanning London, singapore, and Los Angeles, before culminating in the executive chef position at Mille Fleurs in rancho Santa Fe.
“It’s one of those things where the next thing you know, ‘Wow, I’ve been working in Italian restaurants for the past decade,'” Jennings remarked.
A Multifaceted Concept: More Than Just Pasta
Pastaria Vivi isn’t simply a restaurant; it’s a multifaceted concept designed to cater to a wide range of culinary desires. For several months, Jennings and Treff have been refining their Northern Italian-style offerings at the weekly Cardiff Farmers Market. However, the brick-and-mortar location will be considerably more aspiring, functioning as a specialty retail shop, a dine-in restaurant, a from-scratch pasta and sauce takeout counter, and even a monthly pasta subscription box service.
The retail component will occupy 1,700 square feet, showcasing imported Italian goods like Rampini Ceramics alongside locally sourced California products. Notably, Pastaria Vivi will be the first retail outlet to carry aisu Creamery, a gelato and ice cream brand founded by Makoto Chino, a third-generation member of the renowned Chino Farm family in Rancho Santa Fe. Previously, Aisu was exclusively available at Chino’s farmstand and select restaurants, including Mille Fleurs.
Affordability and community Focus
Jennings emphasized the importance of accessibility, stating, “I want someone to be able to come in and get pasta and sauce to be able to take home for not much more than $10 a person.”
Guests will have multiple options: enjoying their purchases at home, savoring a bottle of wine and focaccia on the 200-square-foot outdoor patio, or dining inside at the 12-foot communal table or pasta bar, where chefs will handcraft pasta before their eyes.
Looking ahead, Jennings expressed ambition for expansion, with potential locations in Carlsbad or La Jolla. The team is also actively developing a wholesale program to supply fresh pasta to local restaurants and intends to continue participating in the Cardiff Farmers Market, recognizing the community’s early support. “we’ll for sure have to probably take the first month off of opening from the farmers market,” Jennings conceded with a laugh,” [But] if we’re able,I still have the tent. It’s not going anywhere!”
Pastaria Vivi is scheduled to open in March 2026 at 119 North el Camino Real, Suite G in Encinitas, operating Monday through friday from 10 a.m. to 7 p.m., and Saturday through Sunday from noon to 5 p.m.
San Diego’s Restaurant Scene: Other Notable Updates
Beyond Pastaria Vivi, San Diego’s culinary landscape continues to evolve. Brisa in Little Italy is launching “Botanica by Brisa” on January 12, transforming its cocktail bar into an immersive indoor garden experience.
Meanwhile, a curious collaboration is brewing: Desperado Bagels will host a pop-up event on January 17 outside An’s dry Cleaning (North Park) and An’s Electronics Repair (Ocean Beach), offering a bagel topped with gelato.
The Stand, a popular American classic eatery, is expanding its presence in San diego with a new location in Mission Valley at 1640 Camino del Rio North, Suite 214, joining a competitive roster of burger joints.
