Luca realised that the Verace Neapolitan Pizza would be the key to promoting the experience he had matured and transmiting it abroad, through his own work, authenticity, passion, the history of his homeland and the concept of "Made in Italy".
In 2006, he opened the Pizzeria Tonino in Bologna with his brothers where he handled the Management side, becoming fiduciary in Emilia Romagna for the AVPN (Verace Neapolitan Pizza Association Associazione Verace Pizza.
After providing consultancy services for years to restaurants up and down the peninsula, in 2014, +39ITA, an ambitious project that fully embraced his belief of "Learn to Recognise" was launched. With the opening of the first brand restaurant +39 in Castenaso, near Bologna.
The restaurant in Castenaso (BO) marked + 39ITA Luca Di Massa, is the mother company of the project + 39ITA. The restaurant got the first AVPN recognition certificate (n. 498). The rapid development of the product concept led to the opening of the new pizzeria Vecchia Malga (AVPN n. 525). run by Stefano Chiari and located inside the airport G. Marconi.
In July 2015 the parternship with Mauro Faggi leads to opening of the restaurant + 39ITA Passaparola of Prato, a restaurant-pizzeria set in a stunning location to spread the true Neapolitan Pizza also in Tuscany.
After the success of Passaparola Restaurant, in November 2015 Luca and Mauro opened the pizzeria in Puerto Santa Cruz in Tenerife, who got AVPN certification.
In 2016 the restaurant Malafemmena located in Berlin's Schoeneberg district joined the network+ 39ITA. In Emanuele Cirilli features an Italian restaurant and Neapolitan pizzeria with a wide selection of beers and wine.