Today we’d like to introduce you to Gary Marshall.
Hi Gary, please kick things off for us with an introduction to yourself and your story.
I got my start as a line cook around 2009 to pay my way through college, bouncing around Pittsburgh kitchens until stepping into my first chef role at 24. After graduating, I went all-in on the industry with a single goal in mind: opening a space of my own. I knew I needed to log the hours and build a foundation first, so I directed all my energy toward mastering the craft. Along the way, I fell in love with Japanese cooking and purposefully aligned myself with mentors who could push me.
In 2019, I took over the kitchen at a local izakaya, refining my techniques under seasoned professionals. That experience gave me the confidence to start building my own brand.
While I explored several concepts over the years, Japanese sandos stood out as the perfect anchor. I started hosting pop-ups at friends’ restaurants on off-days, which grew into residencies around town through 2023. Realizing the potential in the local craft beer scene, I adapted to a mobile setup, which eventually led to an opportunity to launch my food truck for the 2025 season.
I’m still actively hunting for a permanent brick-and-mortar home. The ultimate vision is a Japanese-style café focused on brunch, pastries, and sandos—with a monthly dinner club to bring the whole journey full circle. Until then, you can find the truck parked at craft breweries across the East End and North Side year-round.
Can you talk to us a bit about the challenges and lessons you’ve learned along the way. Looking back would you say it’s been easy or smooth in retrospect?
While there are brief moments when things run smoother than expected, building a business from scratch is inherently daunting. From navigating licensing and permits to setting up an LLC, securing commissary space, booking gigs, & organizing tax accounts, every step requires immense focus and grit. Adding a kitchen on wheels brings its own set of mechanical curve-balls—in fact, truck issues kept us in the shop for a good portion of this year’s peak season. Fortunately, I have an incredible support network behind me, which allowed us to pivot and make sure we didn’t miss a beat
Can you tell our readers more about what you do and what you think sets you apart from others?
At its core, my business is a mobile pop-up and food truck specializing in Japanese comfort food, anchored by handcrafted sandos. We’re best known for taking traditional Japanese flavors and techniques and bringing them to local craft breweries and events across Pittsburgh.
What sets us apart is our commitment to depth and detail. We aren’t cutting corners or taking shortcuts; every element, from the fermentations and marinades to the balance of the bread and fillings, gets real kitchen discipline.
What I’m most proud of isn’t just the food itself, but our resilience and community connections. Building this from scratch, navigating everything along the way—and having a support network that backs us through it all—that’s what I’m most proud of. We’re delivering a specific, high-level culinary experience on our own terms.
Before we let you go, we’ve got to ask if you have any advice for those who are just starting out?
My biggest advice is to remember that less is more, travel while you can, take your time, and cultivate a real community around you.
Booking yourself out five days a week right out of the gate isn’t always the smart move. It’s better to maintain a steady job while scaling your pop-ups gradually at a pace you can actually manage. Expanding too quickly or rushing decisions can easily put a damper on your operations, so slow down and make sure you’re finding the right lane for your concept.
Go and see the places you want to see before your business really gets rolling. There will be time eventually to travel again, but once it’s started it’s a pretty fast ride!
Above all, lean into your community—that’s probably my biggest takeaway. I wouldn’t have been able to level up this business without the support and connections I made while refining my craft in other kitchens. Quality growth takes time, and you need that solid network behind you when you take the leap.”
Contact Info:
- Website: https://garishoyupgh.com
- Instagram: @g.s.sando_co
