A new Lynchburg business is taking a popular restaurant concept and applying it to pizza.
The owners of "Arosto Fire Roasted Pizza" celebrated their grand opening with a ribbon cutting Tuesday morning.
Arosto is a quick-service restaurant. All of the pizzas are 10" and cost around $7.00. Customers watch their food get assembled at the counter, just like sandwiches get made at places like Subway.
The menu is similar to the one at Waterstone Pizza, a larger restaurant in downtown Lynchburg that's owned by the same company as Arosto.
"We feel there is a niche here for a fast, casual pizza place," said Aroston's general manager, Roy Badgley. "We feel that our guests want customization, without sacrificing price or time."
Arosto is one of several restaurants in the new University Square shopping center on Wards Road.