Luke Watson – Timber Pizza

In the heart of Washington, D.C., and now across the Southeast, Timber Pizza has carved out more than just a reputation for good pies—it’s built a movement. What started as two friends, a wood-fired oven, and a beat-up 1967 Chevy truck is now a full-fledged brand with a Michelin mention, national recognition, and a rapidly growing footprint. At the helm is CEO Luke Watson, who may only be 29 years old but brings a vision as mature as the 48-hour fermented dough that makes Timber’s signature crust.

Luke Watson | Timber Pizza | CEO

Watson, a California native and marketing graduate of the University of Maryland, took over in 2021 and hasn’t looked back. After gaining valuable experience at Marriott International—where he worked in operations, consulting, and franchise development—he was at a crossroads during the pandemic.

“I was asking myself, what if I could help build something I truly believed in?” Watson says. “Timber gave me that opportunity.”

Not just about pizza

Eating at a Timber Pizza isn’t just a meal—it’s an experience. Walk into any of its six locations (with three more slated by year-end), and you’ll be greeted by the smell of wood-fired crust, the rhythm of a perfectly curated playlist, a full bar buzzing with energy, and a team that seems actually to enjoy being there. The menu is focused and straightforward, allowing the craft to shine. The pizzas themselves bridge Neapolitan technique and New York-style satisfaction—airy yet chewy, lightly blistered, and unapologetically flavorful. The dough is fermented for two days, a slow process that pays off with every bite.

But Timber has never been just about pizza. The founders—both former tech salesmen—wanted to create something real, something community-oriented. That spirit has only grown stronger under Watson’s leadership.

“We want to be your neighborhood pizza spot,” Watson says. “That word—neighborhood—is intentional. It’s about being woven into the fabric of the places we operate.”

The restaurants sponsor Little League teams, support local nonprofits, and maintain high team retention by fostering an internal “Timber Fam” culture.

“Some of our back-of-house team members have been with us for more than six years,” Watson notes. “That says something about how we treat people.”

A franchise model with soul

Today, Timber Pizza is leaning fully into a franchise-first growth strategy—but not without caution. “There’s a reason you don’t sell franchises. You award them,” Watson explains. The distinction underscores how deeply the company values alignment, mission, and culture. Instead of chasing rapid expansion or high-profile markets, Timber is focused on growing deliberately across the Southeast, targeting places like Virginia, North Carolina, Georgia, Tennessee, and South Carolina.

The goal? Sustainable growth with the right partners.

“We’re working with smaller operators—people who know where we are in our growth journey,” says Watson. “Many franchisees from legacy brands are diversifying. They’re looking for something meaningful. We offer that.”

It’s not about sheer volume. Timber is focused on building deep relationships with a limited number of multi-unit franchise partners who truly share the brand’s values.

“To maintain your culture, finding the right partners is the most important thing,” Watson says.

Franchisees are walked through the company’s mission, vision, and values, ensuring alignment goes beyond profit margins and into shared purpose.

Timber’s franchise model is built to lower barriers to entry. Systems, training, and back-office support are in place to allow even first-time operators—often former chefs or hospitality professionals—to succeed.

“We empower people who care. You can teach skills, but you can’t teach attitude or moral compass,” Watson says. “We look for growth-minded people who want to grow within the system and build something lasting.”

Leadership with intention

Watson may be young, but he leads with clarity, humility, and a sharp focus on surrounding himself with the right people.

“I’ve always believed that surrounding yourself with smart people is more important than having the most experience,” he says. “I’m still sharpening my tools every day.”

He spends much time building and developing his team, paying close attention to personalities, values, and long-term potential. He sees leadership not just as strategy, but as an evolving skillset grounded in trust and communication.

“Your mistakes evolve,” he reflects. “The key is learning from them and continuing to grow.”

His marketing background has also proven invaluable. With no need to pour money into digital ads or gimmicks, Timber grows through authenticity, word-of-mouth, real community involvement, and a product that speaks for itself. That grassroots approach has helped the brand retain its original charm, even as it scales.

As Timber Pizza looks ahead, Watson’s goal is clear:

“We want to be in neighborhoods across the U.S.—and we say ‘neighborhood’ intentionally. It’s about building community inside our restaurants and beyond.”

With more locations in the pipeline and a growing base of franchise partners as invested in the mission as the menu, Timber Pizza is poised for thoughtful, culture-forward growth. And with Watson leading the charge, one thing is sure: no matter how far it expands, Timber Pizza won’t forget where it came from—or who it’s for.