Oscar's Pizza Will Open in Asheville This November

The new restaurant honors late Highland Brewing founder Oscar Wong with thin and crispy pies.

Updated on Oct. 7, 2026 in Openings & Closings

Oscar's Pizza Will Open in Asheville This November

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Oscar's Pizza is set to open in Asheville in November 2026. The new eatery will feature a menu of thin and crispy pies, salads, and shareable items.

Why it matters

The restaurant serves as a tribute to Oscar Wong, the influential founder of Highland Brewing who passed away in 2025. It continues his legacy in the city where he began his brewing career in 1994.

The concept launches during Highland Brewing's 30th anniversary. The kitchen development is led by Chris Genua, who brings experience from New York City's The Double Windsor.

The players

Oscar Wong

He was the founder of Highland Brewing who helped establish the local craft beer industry.

Chris Genua

He is the lead developer of the Oscar's Pizza concept who previously worked in New York City.

Adam Jones

He serves as the head chef for the new restaurant and is a native of Hickory, North Carolina.

Highland Brewing

This is a prominent Asheville brewery established by Oscar Wong in 1994.

The details

Led by developer Chris Genua and head chef Adam Jones, the restaurant will offer a menu inspired by Italian culinary traditions. The venue plans to host a soft opening during the brewery's Cold Mountain Weekend followed by a full Thanksgiving week service.

1994 marked the start of Oscar Wong's original brewing business.
Oscar Wong died in 2025.
The restaurant will hold a soft opening on Nov. 13-15, 2026.
A full menu service will launch the week of Thanksgiving 2026.
The grand opening is scheduled for December 2026.

Market Landscape

This opening follows a pattern set by the 1994 founding of Highland Brewing by continuing the local hospitality legacy established by Oscar Wong. The move integrates the regional craft beer culture with a new dining concept in the competitive Asheville food scene.

Local diners can visit the new location starting in mid-November for the soft opening event. The venue will be fully operational by December, providing a new option for those looking to experience the brand's unique thin and crispy pizza style.

The takeaway

This launch highlights how local legacy brands are expanding their presence in the culinary space to maintain their cultural impact. Residents looking to support the new business should prepare for high interest during the upcoming Thanksgiving holiday weekend.