Faith, Fire and Pizza: Joe D’Amore’s Battle to Keep His Legacy Alive

Posted on by

Joe D’Amore’s story begins in Boston’s North End, where his Italian grandmother passed down her beloved recipes just before she died. Her legacy and his grandfather’s experience as a butcher laid the foundation for D’Amore’s culinary journey. After moving to California to pursue acting, he opened his first pizzeria in 1987 in the San Fernando Valley, later expanding to Malibu in 1995.

His Malibu pizzeria quickly became a staple, known for its use of organic vegetables, antibiotic-free meats, and Italian-imported flour with lower gluten content. Celebrities like Tom Cruise and members of the Kardashian family, along with local residents, have long frequented the shop. But Joe’s story is as much about loss as it is about flavor.

On January 7th, 2025, the Palisades Fire tore through the coastal community, destroying over 200 homes. Driven by dry brush and unpredictable winds, the fire forced mass evacuations, gridlocked roads, and the closure of essential routes like the Pacific Coast Highway (PCH). It marked yet another blow to local residents still recovering from previous disasters.

D’Amore lost his Malibu home in the blaze, along with treasured family heirlooms. “The hard part is, I’ll never hear my grandmother’s or grandfather’s or my mother’s or my father’s voice again. I have it in my head, but I don’t hear it, and I don’t see it.”

This was not his first brush with disaster. During the Woolsey Fire, D’Amore personally funded free meals for over 3,500 first responders. “Here I am thinking I’m going broke, spending almost 40 grand in free food, but the fire chief saved my house. He said, ‘Thank you, pizza man.’”

D’Amore shows off his signature pose in front of gallery with friends and loved ones. Photo Credit: Alex Stahl

After rebuilding, COVID-19 delivered another blow. With Pepperdine University operating remotely, international travel halted, and half the Malibu population relocating, D’Amore’s customer base disappeared. He poured nearly half a million dollars into sustaining his Las Vegas locations before ultimately closing them due to rising rent.

Now, the most recent fire has further devastated his business. Extended road closures have severely limited access. “One lady parked her car by the liquor store there, walked here, got a pizza and a salad, and walked back to her car. That’s how bad she needed to eat.”

He also faced a devastating blow from his insurance company, which voided his policy 90 days before the fire, along with many others in the area. “If they took it away 30 days before, they’d still be responsible.”

D’Amore recently reviewed his finances with an accountant. “I’ve got one more month. If they don’t open the PCH fast, I’m done.” That road remains one of the most vital connections between Malibu and the surrounding region, and without it, foot traffic has dried up.

Adding to his challenges is Malibu’s shifting demographic. Wealthy buyers are snapping up multiple properties, replacing three homes with a single mega-mansion, often visiting only a few times a year. “The billionaires are all moving in now, buying out all the millionaires,” D’Amore said. With fewer locals and loyal customers, his base continues to shrink.

Joe D’Amore grinning with a supreme pizza on his menu. Photo Credit: Alex Stahl

Amid all this, D’Amore turns to his Christian faith for strength. “If I wasn’t a Christian right now, I’d probably have a gun in my head or be screaming at people or doing crazy things, but I just think God has another plan for me.” He compares his journey to the story of Job, trusting that his suffering has a purpose.

Still, Joe continues to serve his community, even though he is struggling himself. “The only people I get are the workers,” he said, referring to construction and delivery crews who continue to support his pizzeria. 

Though uncertain about what comes next, D’Amore is clear on what matters: He values love, faith, and relationships over material wealth and remains hopeful, though he knows his pizzeria may not survive without support. “If it was going to happen to me, I’m glad it happened now. If it happened when my kids were small, they’d be homeless. But they’re grown now. This is just a different detour in my life.”

This story is part of a semester-long investigative reporting project into the 2025 California wildfires. It was created by an advanced reporting class in the Journalism, Advertising, and Media Studies program at UW-Milwaukee. Other stories from the project are available here.

This work was made possible through the support of MPC Endowment Ltd., the philanthropic affiliate of the Milwaukee Press Club.