Stella Pizza, as in "stella," which is Italian for "star."
Mike Klein first reported the news. And included the "Stella" clip from A Street Car Named Desire in his post.
That said, the Seinfeld reference is much more our speed.
Starr's pizzeria has a name [ The Insider - Philly.com ]
Will Stephen Starr's Pizza Restaurant Have White Clam Pies?
[ Photo via The New York Times ]