East Coast-Style Pizzeria Surfs Into East County - Eater San Diego

"Surf Rider Pizza Co. debuts today in La Mesa; it’s the fourth location of the pizzeria, which is part of The Patio Group’s roster of eateries. The new East County branch is a departure for the brand, which has thus far stuck to the beachside communities of Ocean Beach, Crown Point, and Mission Beach. At 4,158-square-feet, it’s also the largest restaurant yet for the East Coast-style pizzeria that was founded by Hilary Rossi, The Patio Group’s Senior VP of Food and Beverage. The menu is anchored by its thin and crisp-crusted brick oven pizza, sold in slices or 18-inch whole pies, and other East Coast classics including stromboli, cheesesteaks, and Italian sausage sandwiches. Surf Rider also offers a wide range of desserts, from lemon bars and carrot cake cookies to many flavors of cheesecake; the La Mesa eatery will have its own in-house bakery that will make all the aforementioned sweet treats and pastries as well as full-sized cakes. Open daily from 11 a.m. to 11 p.m., with a weekday happy hour from 4 p.m. to 6 p.m, Surf Rider also has a full bar built into the space. Named Himmelberg’s Bar after a late friend of The Patio Group’s CEO, Gina Champion-Cain, it will serve cocktails, wine, and beer, including the house “Himmel Brew” made in partnership with Mission Brewery." - Candice Woo