Variety might be the spice of life, but there can be something strangely comforting about the consistency of a stereotype. Just ask quirky intellectual and actor Jeff Goldblum; deadpan weirdo, actress Aubrey Plaza; or Brandon Jennings and William Treff, two chefs who can’t help but specialize in Italian cuisine.
Treff and Jennings first met at No. 9 Park, chef Barbara Lynch’s James Beard Award–winning flagship restaurant in Boston, where they were both introduced to high-end, technique-driven Italian food. From there, Treff (a CIA grad) worked for a number of restaurants under the Barbara Lynch Gruppo umbrella, as well as at the two Michelin Lazy Bear in San Francisco. During the pandemic, he also launched Nardello’s Fresh Pasta with chef Joseph Nardo, a fresh pasta delivery/pickup service. Jennings’ career spanned the globe with Tao Group Hospitality—including its Lavo Italian restaurant concept—and worked in London, Singapore, and Los Angeles before taking the executive chef role 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,’” laughs Jennings.
With their shared history and years-long passion for pasta, it was nearly inevitable this would happen. And, so, Pastaria Vivi opens in Encinitas this March.
Jennings and Treff have been testing its Northern Italian-style concept at the weekly Cardiff Farmers Market for a few months, but the brick-and-mortar will be far more ambitious than just offering pasta, sauce, and a couple specialty items. It’s part specialty retail shop, part dine-in restaurant, part from-scratch pasta and sauce takeout counter, and (if that weren’t enough), part monthly pasta subscription box.
Pastaria Vivi’s primary focus is retail: 1,700 square feet filled with imported Italian goods like Rampini Ceramics, as well as items made locally in California. They’ll also be the first retail purveyors of Aisu Creamery, a gelato and ice cream brand founded by Makoto Chino, whose grandparents Junzo and Hatsuyo Chino founded Chino Farm in Rancho Santa Fe. Previously, Aisu has only been available at Chino’s farmstand and a handful of restaurants like Mille Fleurs.
Jennings says Pastaria Vivi’s aim is affordability: “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 can take it home, or dip into a bottle of wine and loaf of focaccia on the 200-square-foot outdoor patio, or inside at the 12-foot communal table or pasta bar where chefs handmake pasta in front of guests.
If the Encinitas location proves successful, Jennings says they’re ambitious—open to other locales like Carlsbad or La Jolla. They’re already working on expanding its wholesale program to provide fresh pasta to local restaurants. They still hope to stay at the Cardiff farmers market if at all possible, in order to support the community that first supported them.
“We’ll for sure have to probably take the first month off of opening from the farmers market,” says Jennings with a laugh. “ [But] if we’re able, I still have the tent. It’s not going anywhere!”
Pastaria Vivi opens March 2026 at 119 North El Camino Real, Suite G in Encinitas. Hours will be Monday through Friday, 10 a.m. to 7 p.m., and Saturday through Sunday, noon to 5 p.m.
San Diego Restaurant News & Events
Beth’s Bites
- Spring hasn’t quite sprung in San Diego yet, but Brisa in Little Italy is so antsy for the seasonal bloom that it decided to launch its own. Botanica by Brisa is turning the cocktail bar into an indoor garden pop-up, brimming with blooms from ceiling to floor, with floral chandeliers and a safari-inspired speakeasy and interactive flower wall. It’s definitely a vibe, and it kicks off on January 12.
- I’ll admit I’m more curious about than craving this particular collab. On January 17, Desperado Bagels is popping up outside An’s Dry Cleaning (North Park) and An’s Electronics Repair (Ocean Beach) for a one-day only event where you can get… a bagel with gelato schmear? I love both, but even I’m questioning this one. I guess we’ll have to go to find out if this is genius or sadness.
- The Stand has made a name for itself by leaning into revamped American classics like burgers, shakes, wraps (you get the gist), and currently have 11 locations in Los Angeles, five in Orange County, two in the Bay Area, one in San Bernardino, and only two in San Diego. But it looks like we’re about to get one more coming to Mission Valley at 1640 Camino del Rio North, Suite 214. There’s already a Habit Burger & Grill, Shake Shack, In-N-Out, Yard House, and Gravity Heights in the near vicinity, but I mean, there are always lines at all of them, so there’s definitely room for one more!
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