By January 2011, a master carpenter, Ryan Anderson, helped to identify a pair of buildings in the Fishtown section of Philadelphia in which to locate their project.

[6] Carter provided curatorial direction to Dwyer’s collection and developed the business’ model, determining its long-term focus on social media.

[3][4] In preparation for the opening of Pizza Brain, Carter and Dwyer submitted their collection to be adjudicated by Guinness World Record.

On September 26, 2012, CBS This Morning [27] aired a nationally televised news feature on the museum/restaurant, resulting in Pizza Brain being selected as a topic of discussion on Jeopardy!

Though he is not a pizza maker, the Guinness record and enthusiasm for its grand opening led to partner Dwyer being the honorific title of "Phoodie of the Year" from Philebrity.com.