The owners of the State Street pizzeria Casa Bianca hoisted a temporary sign outside the restaurant Tuesday, indicating a move away from the familiar name.

Soon, the popular late-night stop at 313 State St. will be known as “Pizza di Roma.”

Jimmy Pashaj, who bought the restaurant from Nafi Elmazi last spring, wants to differentiate his business from Elmazi’s pizzeria at 333 N. Bassett St.

Pashaj said he plans for a permanent, illuminated sign to replace the hanging, tarp-like banner now brandishing the new name. The location has been known as Casa Bianca since Elmazi bought Sal’s Pizza in 1999.

Last October, Ian Gurfield opened a pizzeria at 319 N. Frances St., creating a splash in Madison’s downtown pizza-by-the-slice market — which had included just the two Casa Biancas and Falbo Bros., 622 University Ave. — by offering creative and complex choices.

At his location on State Street, Pashaj has tried to diversify his offering to compete with Ian’s since buying Casa Bianca.

Pizza di Roma will continue to emphasize its New York style, according to Pashaj, while including more slices with vegetables and fine cheeses.

The pizza will not change, but the new name is meant to evoke the food’s Italian roots, said Pashaj, who is Albanian.

The Bassett Street Casa Bianca features a dining room and a full menu in addition to pizza slices.

— compiled from staff reports