Whether or not you’d like to admit it, you’d prefer pizza without the carbs. That’s why cauliflower crust is trending right now—and Tiffany Fiedler is banking on the healthier alternative to America’s favorite lazy meal. For Tiffany—who is CEO of Skinny Bitch Pizza—pizza really is life and a way for her to push the boundaries.  “Not getting too sophisticated about it, it’s very straightforward pizza, I want everyone to feel like it’s fun and easy,” the entrepreneur explained. Anyone who’s ever attempted to make a cauliflower crust pizza knows that the words “fun” and “easy” don’t normally come to mind, so what makes SBP different?

Tiffany wasn’t satisfied with the Papa John’s dominated options afforded to customers—more specifically, women—in choosing what to put on their pizza, so she took it upon herself to create a brand that would be more health conscious while keeping an exclusively feminine aesthetic. As soon as her Barbie pink boxes popped up on our Uber Eats feed with the promise of a delicious low-carb and gluten free pizza alternative, we knew we needed to know more about this revolutionary brand.

Has food always been your passion, or was it something you stumbled upon?

I’ve always really liked making things, and cooking, but I think pizza specifically because my dad—in high school—worked in a pizza shop. So I grew up always making pizza from scratch, like the Cleveland pizza with him, and he’s super detail oriented. Anytime we had pizza night it was a very intense start to finish, family activity. Of course when you’re young you just think that it’s normal. Looking back it’s like I have all this insane knowledge on how to make pizza. Things always come full circle. It’s funny because my dad has always wanted to open up a pizza shop, I think that’s been his plan for retirement. The fact that I’m doing this now is just kind of funny, because he kind of laughs about the whole gluten free thing

Did you plan on becoming an entrepreneur?

I think anything that’s quote unquote entrepreneurial about me is probably my ADD. I was never anyone that had one vision or one dream for myself.

What exactly is SBP? What’s your mission? What was your inspiration point of “I’m going to make pizza, but I’m going to make it with really awesome cauliflower crust.”?

I think it’s just really simple. It’s a gluten free, cauliflower crust based pizza. That’s our main menu, just the pizzas, and I think by the name it’s pretty straight forward. It’s going to be healthier, but this isn’t anything like super strict or super healthy, it’s still fun, and I think it caters a lot toward women.

Was that intentional? Did you want to cater more towards women, or was something that just happened?

It was sort of taking a risk that this is so female, but sort of the opposite happened. Obviously, girls are really responding to it with the branding and everything, but just from our order history a lot of guys order our pizza. It’s split pretty 50/50. I guess if there was this intention to sort of only target women, the opposite result happened.

Is that how everything became pink?

It’s one of those things where you have to make all these design choices, and you gravitate towards choosing your favorites. When you take a step back it’s like, “Oh whoops, I’ve made everything pink.”

Why use cauliflower crust, but keep everything the same as conventional pizza?

Keeping it gluten free is our one universal diet restriction, everything on our menu is going to be gluten free. But from there I didn’t want to obsess over making it vegan, paleo, etc. because it’s so hard. So it’s just a really good, gluten free pizza that’s lower in carbs and calories than normal pizza. While doing that I started using part skim mozzarella and turkey pepperoni, and that way you can shave calories here and there. Which is stuff that every girl makes decisions on, on a daily bases. A lot of times, for pizza, which is very male, we’re never given that option of turkey sausage or turkey pepperoni. [SBP] also offers and almond cheese that’s mozzarella style. But again, it’s almond, so if you have a nut allergy then you know….You can’t always cater to everybody even with as much as you would try. So we’re trying to be more about being healthier.

That’s very cool. I agree, most of what you see about pizza these days is “meat lovers” and “extra cheese”, it’s definitely geared more towards the male diet.

Exactly, or how the names are always male, like “Papa Johns” or “Marcos” down the street.

Do you have any other foods you’d like to add to the menu?

Yeah, tons of stuff! We started off very simple, to make sure we had a grip on everything. I’d like to add more small bites. We’re hopefully going to rolling out some appetizers like avocado toast, and same with desserts. We’re adding Halo Top just as pints, and then gluten free dessert options. I also want to add party type stuff like flowers and balloons, things that you could also order if you’re having a pizza party; a one-stop shop kind of thing.

What make the SBP business model different?

I think restaurant wise being delivery only is this new thing that we’re seeing. Where we are is called Cloud Kitchen, it’s a facility that has all these other restaurants that are also delivery only. And the health/niche aspect of [SBP] is very different.

What do you hope for the future of SBP?

Yeah, so we want to keep it delivery only, and have more like a virtual restaurant space. To expand to other markets, outside of LA is the big-picture. Just one pizza box at a time, painting the world pink.