Marco Conti
Founder & Head ChefBorn in Rimini, Italy, Marco brings 20 years of culinary expertise and a lifetime of piada tradition to every dish he creates.
Our Story
About Piada
We are passionate craftspeople behind authentic piada italian street food in Houston — bringing the bold, rustic flavors of Italy's Romagna region to your table every single day.
12+
Years of Craft
50K+
Happy Guests
30+
Menu Items
100%
Fresh Daily
The Beginning
How Piada Was Born
Piada began with a simple obsession: recreating the hand-rolled flatbreads Marco's grandmother made every Sunday morning in her farmhouse kitchen in Emilia-Romagna. When Marco Conti moved to Houston in 2012, he couldn't find the authentic piada italian flavors he grew up with — so he decided to make them himself.
What started as a weekend pop-up at the Heights Farmers Market quickly grew into a beloved fixture of Houston's food scene. Our first brick-and-mortar location on Memorial Drive opened in 2015, and we've been feeding the city with bold, honest Italian street food ever since.
Every piada we make follows the same principle: the best ingredients, handled with care, shaped by skilled hands. No shortcuts. No compromises. Just the real thing — warm, crisp, and bursting with flavor.
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What Drives Us
Our Mission & Values
At Piada, we believe food is culture. Our mission is to make authentic piada italian street food accessible, joyful, and unforgettable — one perfectly rolled piada at a time.
Fresh Ingredients
We source locally whenever possible and import authentic Italian staples. Every ingredient is chosen with intention and care.
Crafted With Love
Traditional hand-rolling technique passed down through generations. Every piada is shaped by skilled hands, never mass-produced.
Community First
We're deeply rooted in Houston. We partner with local farms, support neighborhood events, and give back to the community that built us.
Honest Food
No artificial flavors, no hidden additives. We believe food should be exactly what it says it is — pure, simple, and delicious.
Our Journey
A Decade of Piada
From a humble farmers market stall to Houston's favorite piada italian spot — here's how our story unfolded.
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2012
The First Piada
Marco Conti rolls his first piada at the Heights Farmers Market, Houston. Lines form before 8am. A legend begins.
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2014
Food Truck Launch
The Piada food truck hits the streets of Houston, serving authentic piada italian street food at festivals, office parks, and events citywide.
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2015
Memorial Drive Opens
Our beloved brick-and-mortar location at 5801 Memorial Dr opens its doors. Voted "Best New Restaurant" by Houston Press in its debut year.
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2018
Catering & Events
Piada expands into catering, bringing the piada experience to weddings, corporate events, and private parties across Houston and beyond.
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2021
Online Ordering
Piada launches its online ordering platform, making it easier than ever to get fresh piada italian delivered or ready for pickup.
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2024
Award-Winning Menu
Piada wins the Texas Italian Food Excellence Award and is featured in Food & Wine Magazine as one of "America's Best Street Food Spots."
The People
Meet the Team
The passionate individuals who roll, season, and serve the piada italian street food you love every single day.
Sofia Marchetti
Operations ManagerSofia ensures every guest experience at Piada is seamless, warm, and memorable. Her energy is the heartbeat of our floor.
Diego Flores
Executive Sous ChefDiego trained in Bologna and Houston, merging Italian technique with Tex-Mex flair. His seasonal specials are always the talk of the menu.
Amara Johnson
Community DirectorAmara builds bridges between Piada and Houston's neighborhoods — organizing events, partnerships, and the city's favorite piada pop-ups.
Passionate about food? We'd love to have you on the team.
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