AJ Shreffler, the owner of Little Arthurs, claims his pizzeria offers the most expensive pies in Denver—and he’s unapologetic about it.
Little Arthurs, which opened on August 13 in Capitol Hill’s Out of the Barrel Taproom, features a menu with pizzas, hoagies, sides, and salads. The restaurant operates from 4 to 9 p.m., Monday through Friday. Currently, the menu includes a Trenton-style pizza, a Margherita, and a white pizza. Shreffler made headlines with an Instagram post on opening day, making it clear that his prices would be high.
“Our pizza will be the most expensive in town most likely!” Shreffler wrote. “So if you can’t handle higher prices, just go to Reddit and complain. Make a post about it. Whatever you need to do.”
Shreffler’s comments sparked a flurry of reactions on Reddit, which he acknowledged in a follow-up post on August 15. He welcomed the controversy, viewing it as a way to generate buzz for his new restaurant. Shreffler described the initial post as a “click-bait scheme” for “Reddit trolls,” adding, “It worked!”
He embraced the criticism, noting it highlighted both him and his brand. “As a ‘cocky, narcissistic, condescending’ chef, I’m used to dealing with negativity,” Shreffler said. “There’s no real way to combat it otherwise.”
Shreffler, who runs Little Arthurs without partners or investors, expressed his willingness to be criticized. He sees himself as a representative for other local businesses that charge higher prices to maintain quality and fair wages. “The best part is that you never have to eat it,” he said. “Then it becomes our problem.”
Previously, Shreffler gained recognition for his large Philly-style hoagies, which he sold from his home. He also worked as a chef at Denver’s Bar Dough.
“I’ve been criticized for my prices for years,” Shreffler told Westword. “But I’ve kept food costs where they need to be to operate successfully.”
At Little Arthurs, Shreffler imports ingredients from Italy, including Pecorino Sardo Maturo and Salvatore Corso fior di latte. The pizzas are served in a 20-inch size with the following prices:
Trenton Style: Whole-milk mozzarella, Pecorino Sardo Maturo, San Marzano tomatoes, Sicilian olive oil, and oregano ($28)
Margherita: Fior di latte, Pecorino Sardo Maturo, San Marzano tomatoes, basil, and Sicilian olive oil ($40)
White: Olive oil, mozzarella, Pecorino Sardo Maturo, whipped ricotta, garlic, Sicilian oregano, and black pepper ($32)
In his August 15 Instagram post, Shreffler concluded, “A wise man once said, ‘Your greatest works divide the audience.’” He emphasized his commitment to artistic expression and providing a livable wage for his staff. “Out of our six kitchen staff, four have worked with me for two years. That’s what I’m most proud of.”