EatPizza at 313@Somerset is a handmade pizza counter on basement three of 313@Somerset, one of the busiest malls along Orchard Road. True to its name — the brand's Korean name, 피자먹다, literally means 'eat pizza' — it does not sell frozen pizza. Toppings are carefully placed on well-aged dough only after a customer orders, and every pizza goes into the oven straight away.
The things the brand insists on are simple: dough ripened in-store with extra-virgin oil for a moist, soft crust; a 'golden blending' of 100% natural cheeses for a rich cheese taste; and healthier, fresher ingredients chosen with the care of food the team would serve its own family.
Speed is engineered in. The dough takes about 20 seconds to form, baking takes around 5 minutes, and a fresh handmade pizza comes out of the rail oven every 30 seconds — a complete pizza in roughly 10 minutes. Every pizza is a generous 25cm, made for shoppers and lunch crowds who want real, freshly made pizza at food-court pace. As the tagline goes: it's goodness with a Pizz-Ah!
EatPizza at 313@Somerset is not trying to be your typical pizza stop. There are no frozen discs stacked in a freezer and no par-baked shells waiting under a heat lamp. What this counter on basement three of the Orchard Road mall sells is exactly what its name promises: pizza made by hand, started only after you order it. The brand behind it — 피자먹다, which literally translates to 'eat pizza' — has built its entire identity around that one idea, summed up in its tagline: 'It's Goodness with a Pizz-Ah!'
The outlet sits at unit B3-48A in 313@Somerset, tucked into the basement level of one of the busiest malls on Orchard Road. That location says a lot about what EatPizza is for: a proper, freshly made pizza for people in the middle of a shopping day, a lunch break, or the walk home — not a long, sit-down affair.
The heart of EatPizza's pitch is simple: it doesn't sell frozen pizza. Toppings are carefully placed on well-aged dough only after a customer orders, and the pizza goes into the oven right away. Every pie is handmade at the store, which means nothing about your pizza existed before you asked for it.
That made-to-order approach is paired with a dough the company is clearly proud of. The dough is ripened directly in the store, with extra-virgin oil worked into the process, and the result is a crust the brand describes as moist and soft — a 'premium pizza' texture rather than the dry snap you might brace for at a fast counter.
Then there is the cheese. EatPizza uses what it calls a 'golden blending' of cheeses that are 100% natural, combined into a mix designed to deliver a rich cheese taste it says you can't quite feel in other pizzas. Underneath it all sits a simple philosophy on ingredients: EatPizza thinks of pizza as food its own family eats, and it carefully selects only healthier and fresher ingredients accordingly.
Handmade usually means slow. EatPizza's answer is a system. The company says that after extensive research it found 'the optimal system to make the perfect pizza' — and the numbers are posted proudly.
Forming the dough takes about 20 seconds, thanks to a recipe honed to be both incredibly efficient and irresistibly delicious. Cooking takes about 5 minutes, against the 15 to 20 minutes a typical pizza order can take for service. And because the pizzas run through a rail oven, a fresh handmade pizza is born every 30 seconds. End to end, the whole process is engineered to land at around 10 minutes.
For anyone who has stood around a mall food court waiting far longer than their appetite lasted, that math matters. It is what lets EatPizza put 'handmade' and 'fast' in the same sentence without flinching.
Every pizza comes in one size — 25cm — which the brand calls 'amazing pizza in 25cm.' You can order through the order page on EatPizza's website or at the counter, then watch the line move: pizzas sliding through the rail oven one after another, each one started only when somebody asked for it.
The experience is deliberately straightforward. You are not paying for linen or candlelight; you are getting a 25cm pizza with a soft, oil-ripened crust, a full blend of natural cheese, and toppings that went on after you said the word. Because everything is made after ordering, the wait you do spend is spent watching real pizza-making, not reheating.
If you are along Orchard Road and want pizza that behaves like proper pizzeria food but moves at food-court speed, the B3-48A counter at 313@Somerset is built precisely for that moment.