The California Pizza Kitchen Story
How Two Federal Prosecutors Changed the Way America Eats Pizza
The California Pizza Kitchen Story: How Two Federal Prosecutors Changed the Way America Eats Pizza is an honest business memoir that tells the unlikely journey from federal courtrooms to the creation of one of the most predominant brands in modern casual dining.
Before co-founding California Pizza Kitchen (CPK), Rick Rosenfield built his career as a federal prosecutor and defense attorney, handling cases before the US Supreme Court, representing high-profile clients, and prosecuting organized crime. In 1985, Rosenfield and his longtime partner and fellow former federal prosecutor, Larry Flax, made the revolutionary decision to leave the law field and open a pizza restaurant in Beverly Hills. Their ambition was not simply to open a restaurant but to rethink what pizza could be, whom it could be for, and where it could be eaten.
What followed was the moment California-style pizza became mainstream—with its unexpected ingredients, open kitchens, and a relaxed yet elevated dining experience—and the rapid growth of CPK from a single location into a global brand. Along the way, Rosenfield and Flax navigated explosive expansion, skeptical bankers, partnerships with major corporations, and the pressures and consequences of private equity ownership.
More than a success story, this book reveals the human realities of entrepreneurship: culture under pressure, partnership dynamics, betrayal and resilience, and the constant tension between creativity and control. Central to CPK’s success was the deliberate creation of a people-first culture, embodied in the ROCK values—Respect, Opportunity, Communication, and Kindness—and the belief that culture, not product alone, drives enduring success.
Written in a direct, personal voice, The California Pizza Kitchen Story is both a memoir and a practical guide, offering lessons in reinvention, leadership, and how vision and values can turn a nontraditional idea into a lasting brand.
Rick Rosenfield
Rick Rosenfield is a former federal prosecutor and defense attorney. He is the co-founder of California Pizza Kitchen, the restaurant brand that helped redefine how America eats pizza and reshaped modern casual dining.
Before entering the restaurant business, Rosenfield began his legal career at the US Department of Justice in Washington, DC, where he worked on cases before the US Supreme Court and the US Courts of Appeals. He later served as an assistant US attorney in Los Angeles, prosecuting major criminal cases, including organized crime matters, before transitioning into private practice representing high-profile clients.
In 1985, Rosenfield and his partner, Larry Flax, made the unconventional decision to leave the law field and open the first California Pizza Kitchen in Beverly Hills. What began as a single restaurant grew into a global brand while maintaining a distinctive culinary vision and culture.
Rosenfield lives in Palm Beach, Florida, with his wife, Esther. They have three children and two grandchildren.
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