
Mission 06 · 2021 – 2024
Just Say No To Take N Bake
La Jolla
The La Jolla pizza feud, with banner planes and lawsuits.
Starting in late 2021, a feud played out in La Jolla around American Pizza Manufacturing, a take-and-bake pizza shop. Reports describe an SUV covered in anti-take-and-bake slogans parked near the shop, and a plane overhead towing a banner that read "Just Say No to Take N Bake."
The shop's owner publicly accused Ace of a harassment campaign. In November 2021, Ace and his company filed suit in federal court in San Diego. They described the campaign as a boycott protected by the First Amendment, alleged discrimination, and sought $10 million. In early 2022 the pizzeria countersued for harassment and libel.
As of the 2024 reporting, the case was still unresolved. Both sides' claims are allegations; we haven't found any reporting on a final outcome.