Da Mooca Pizza Shop in Pinheiros, west zone of São Paulo, promises a free pizza slice to assault victims in the neighborhood, provided they show a police report. The promotion takes place on Sunday, January 25, the city's anniversary, to foster dialogue on public security. Residents and the Pinheiros Residents Association plan a peaceful demonstration at the site.
Da Mooca Pizza Shop, located on Rua Fradique Coutinho in Pinheiros, announced a solidarity initiative for Sunday, January 25, 2026, São Paulo's anniversary. Assault victims in the neighborhood can exchange a police report for a free pizza slice. The pizzeria, open from 4 p.m. to 10 p.m. on Sundays, states that the action uses pizza, a symbol of gathering and coexistence, as a starting point to discuss improvements in local public security.
The Pinheiros Residents Association will join with a peaceful demonstration in the late afternoon. This campaign emerges amid a wave of thefts and robberies plaguing the neighborhood for at least two years. In early January this year, for instance, two armed assaults occurred just five minutes apart, on streets 750 meters apart. The first, at 9:12 p.m., involved a man walking his dog on Rua Alves Guimarães, assaulted by two armed motorcyclists. Five minutes later, at 9:17 p.m., two criminals held up three people on Rua Cristiano Viana.
Rua Joaquim Antunes has a high assault rate: in the second half of last year, there were four armed robberies in 40 days. There, in January the previous year, a 23-year-old tourist died while resisting an assault attempt. Two days later, bandits invaded a restaurant on Rua Arruda Alvim and stole cellphones from dozens of customers. Residents posted signs on poles, such as one warning: "You are in Pinheiros (São Paulo's most dangerous neighborhood), area with high rate of armed assaults".
Local reports indicate most crimes are committed by motorcyclists. The Public Security Secretariat (SSP) stated that patrol actions were reoriented and intensified based on crime indicators. A December Datafolha poll showed that 16% of Brazilians view public security as the country's main problem, behind health (20%) and ahead of the economy (11%). Additionally, 72% of respondents changed their routine due to fear of violence.