Rosa's, the pay-it-forward pizzeria, to raise slice prices

As much as entrepreneur Mason Wartman wanted to hold the line on prices at his socially conscious pizzeria, reality has taken a big bite.

Rosa's Fresh Pizza (25 S. 11th St.), whose generous patrons help feed the hungry through a unique "pay-it-forward' system, will raise the price of its single slices from $1 to $1.25 on Aug. 1. Pies will remain $8, in effect still a buck a slice.

Besides rising costs, Wartman says, the price increase will help him open his forthcoming University City location (16 S. 40th St.) and grow the brand. Wartman recently revamped the storefront with a more appealing facade.

Wartman opened the 11th Street spot three years ago, asking paying customers to contribute toward the meals of those who cannot afford to pay. Wartman says the shop feeds lunch to 70 to 100 homeless people a day.

Wartman has received national attention for his largesse, including a $10,000 contribution two years ago from Shutterly on the Ellen DeGeneres show.