It's the Chipotle of pizza. Nothing special, nothing bad, made to order with the toppings you choose. I think the gold standard of any pizza place is the pepperoni pie. Pizzafire's is just unremarkable. Undercooked sauce (apparently Neapolitans eat raw tomato sauce), skimpy on the cheese, crust has no character. There are lots of places around town where I can get the same or better pizza.
If you are going to die without a slice of pizza, you can get one here. if things aren't that dire, drive the extra two miles to Sweet Basil.