Angelo Cracchiolo grew up in his family’s Roma Pizza shop in Monticello, New York, where his early experiments with creative slices helped shape his vision. After moving to Florida in 2022, he launched Piccolo Pizzetta, a Tampa-area food truck he calls “Neo-York”—a mix of New York tradition and modern updates, featuring threeday fermented dough and a gas/wood oven. The truck quickly gained traction, earning recognition as a Top 10 local food truck, plus thousands of followers and rave reviews. Cracchiolo credits his late father, Rosario, a Sicilian immigrant and hardworking pizzeria owner, for instilling his relentless drive. Although skeptical of the food truck at first, Rosario became his son’s biggest supporter. Unlike his father, Cracchiolo embraced social media, marketing and community outreach as he built a customer base in a new city. While the food truck provides flexibility and balance, Cracchiolo admits the grind is constant for his pizza maker, Michael Magliocca, and himself, from booking events to prepping dough. Corporate lunches, neighborhood stops and festivals now anchor his business, with signature pizzas like the “No Money, No Honey” topping the menu. Next on his list: opening a brick-andmortar pizzeria in Tampa, carrying forward his family’s legacy with a new-school twist.
ELEVATING THE BUSINESS OF PIZZA
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CEO Matt Logan mlogan@wtwhmedia.com
CONTENT
EDITOR IN CHIEF Rick Hynum rhynum@wtwhmedia.com
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ART & PRODUCTION
ART DIRECTOR Eric Summers esummers@wtwhmedia.com
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WRITER
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SALES & BUSINESS DEVELOPMENT
SENIOR VICE PRESIDENT, FOOD, RETAIL, HOSPITALITY SALES AND ACCOUNT MANAGEMENT Matt Waddell mwaddell@wtwhmedia.com
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CUSTOMER SERVICE REPRESENTATIVE
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CUSTOMER SERVICE REPRESENTATIVE
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PMQ PIZZA Issue 9 November 2025 (ISSN 1940-2007, Permit #5040) is published monthly in January, March, April, May, June, August, September, October, November and December by WTWH Media, LLC, 1111 Superior Ave #1120, Cleveland, OH 44114-2560.
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Earlier this year,
KATIE LEE: “CALL IT A MIRACLE”
KATIE LEE, OWNER OF KATIE’S IN ST. LOUIS, scored an opportunity last year, highlighted in PMQ’s May 2025 cover story, to place her line of frozen pizzas in Walmart stores nationwide. That remains a work in progress, but a separate deal with Target forced Lee to fast-track production sooner than expected. The challenge: Make 400,000 pizzas—by hand, mind you—in three months. The payoff: Katie’s pizzas would earn a spot in the coveted frozen endcap at Target stores across the U.S. In a masterstroke of marketing, Lee chronicled that arduous undertaking in a series of social media videos that captured the drama, stress and, ultimately, exhilaration
of a mission that initially felt “super impossible.” She doubled her staff and purchased additional freezers, equipment and trucks, all while searching for a larger production facility that never panned out. Despite limited space, power outages and equipment breakdowns, her team hit the goal—with 25 days to spare. “Call it a miracle,” Lee wrote on Instagram. “If we would’ve known what we were up against 96 days ago, we would’ve said no, but instead this team came together in the most incredible way. This isn’t just the deal that will change our company. [It] taught us that we can do anything, and yes was the right answer.”
a confident Katie Lee told PMQ, “I know we’re going to be in Target,” although no deal had been signed at the time. She was right, but it didn’t happen easily.
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A LOWCOUNTRY THROWDOWN
Organizing a pizza festival is no easy feat, but Mike Pitera, owner of Pizza a Modo Mio in Charleston, South Carolina, didn’t have to go it alone. Alongside Christine England of Charleston’s Lowcountry Eat Out!, a social media network, Pitera recruited fellow members of PMQ’s U.S. Pizza Team (USPT) for the task. They created an inaugural event in September that drew 400 people and benefited Slice Out Hunger. But the Lowcountry Pizza Fest didn’t just elevate Pizza a Modo Mio’s profile; it spotlighted six other regional pizzerias and, thanks to the USPT, three from out of state. “I always wanted a big gathering of our community to share the love of pizza,” Pitera recalls. “It wasn’t as easy as I thought. There was a lot of back-end office work. Christine killed it, though. We had to handle logistics with [the host venue], make sure the right pizzerias wanted to be part of it, and get everyone set up.” Joining in the action were USPT members George and Patti Taylor of Taylors’ Pizza House (Endwell, New York); Sean Dempsey of Dempsey’s Brewery Pub & Restaurant (Watertown, South Dakota); and Nicholas Harper of Peace of Pie On Hartwell (Fair Play, South Carolina). “Year one went great,” Pitera says. “We can’t wait for year two.”
WHEN THE CUSTOMER’S WRONG
Anthony Laurino is a nice guy, but you’d never guess it from the popular—and wildly unfiltered—video skits he posts on social media for Phil’s Pizzeria & Restaurant in Syosett, New York. The NSFW videos, which often go viral and have earned regional and national media attention, satirize his team’s real-life interactions with customers: One guest insistently requests a pie with no cheese; another shows up with a scary cough; and one woman pulls her credit card out of her bra. Laurino invariably responds with impatience, deadpan rudeness and a blitzkrieg of f-bombs. If Tony Soprano’s crew ran a pizzeria, it would look a lot like Phil’s Pizzeria. But it’s all an act. In real life, Laurino is warm, generous and attentive to his guests. “I love this business so much and, besides my home, being in the restaurant is where I feel the most comfortable in the world,” Laurino tells PMQ. “This business provides everything for me and my family.” Just don’t keep asking for Coke when he told you he only carries Pepsi.
PHIL’S PIZZERIA & RESTAURANT
Mike Pitera (pictured at far right in the bottom photo) spearheaded a new pizza festival that brought together hundreds of attendees and put local and out-of-state pizzerias in the spotlight.
BRIAN HERNANDEZ
Anthony Laurino has scored coverage from the New York Post, Fox 5’s Good Day New York and other major outlets for his comedic, often profane, social media videos.
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The AI Strategy Behind a 20 Percent Surge in Pizza Orders
Automation designed for hospitality is proving to be a low-lift, high-return marketing strategy.
Every month, thousands of hungry customers search “pizza near me” on Google. For independent operators, landing in the top results can make the difference between a packed Friday night and a quiet dining room. The reality is that most local pizzerias never get there, because marketing often falls to the bottom of the to-do list.
That’s where AI is stepping in to change the game.
According to Datassential, nearly three-quarters of foodservice consumers and 70 percent of operators are already familiar with AI, and quick-service concepts are leading in adoption to boost efficiency and engagement. In other words, AI in restaurants is no longer a futuristic idea; it’s the standard.
Boostly has been ahead of that curve. The company first made waves with text marketing, a simple but powerful way for pizza shops to drive immediate revenue. Operators saw a remarkable return—often $8–$10 for every $1 spent—as subscribers responded within minutes of receiving offers. But as owners began asking for help about attracting new customers, Boostly evolved. Today, it offers a full suite of AI-powered tools that make it easier for pizza restaurants to be discovered, trusted, and remembered.
Boostly’s tools work together to form what the company calls a ‘connected loop.’ “The connected loop ensures the first search doesn’t become the last,” says Shane Murphy, founder and CEO of Boostly. “A customer searches ‘pizza near me,’ finds the restaurant, sees strong reviews, follows them on social media, and then joins the text club. From there, texts bring them back again and again.”
Without this system, restaurants tend to treat every guest like a new customer, which ends up being quite costly. “Our approach nurtures repeat visits, improves margins, and ensures all marketing efforts build long-term loyalty instead of one-off sales,” Murphy says. “Reviews are today’s word-ofmouth advertising. Boostly monitors reviews in real time and automatically responds in the restaurant’s brand voice, which is how we ensure customer loyalty.”
Boostly also improves pizza operators’ social media presence through AI. “Our system will then generate polished posts with strong imagery and schedule posts automatically,” Murphy says. “Everything aligns with the brand’s tone, so operators no longer rely on part-time help or struggle to do it themselves.”
Several of Boostly’s clients have had success with these AI tools. “One Midwest partner doubled their Google reviews and saw a 20 percent lift in online orders within three months,” Murphy says. “They also built a text list that drives $1,500–$2,000 in weekly sales.”
Booslty’s philosophy is simple: automation should feel like hospitality. By personalizing messages around guest behavior and timing, AI makes customers feel remembered, not spammed. “While pizza will always be made by people, AI acts as an assistant that ensures more guests get to enjoy it,” Murphy says. “Used thoughtfully, it strengthens relationships, making marketing both more effective and more affordable than ever before.”
Discover where your pizzeria stands online with Boostly’s free digital health scan, and see how AI can help turn more searches into loyal customers at boostly.com
Scott Van Duzer is the “good guy” in a plot to get free books into kids’ hands—and fill Big Apple Pizza’s seats on slow nights. Now he wants to help other owners write the next chapter.
BY RICK HYNUM | PHOTOS COURTESY BIG APPLE PIZZA
SCOTT VAN DUZER, OWNER OF BIG APPLE PIZZA in Port St. Lucie, Florida, looks like an ex-Marine—the kind of stout, strong, can-do hero who would dash across a hellish battlefield, dodging bombs and bullets, to carry an injured comrade to safety. But he’ll be the first to tell you: He’s a pizza man, not a soldier. Big Apple has been his life, in fact, since he was 16 years old. But what a life it’s been.
SEVIN PHOTOGRAPHY
Scott Van Duzer cares deeply about kids, in part because he has children and grandchildren of his own, including daughter Brooke, age 10, and granddaughter Abigail, age six.
The towering, barrel-chested restaurateur, now 59, famously lifted Barack Obama off his feet with a bear hug when the then-president visited Big Apple Pizza in 2012. (“You are, like, the biggest pizza shop owner I’ve ever seen!” Obama exclaimed.) He was invited to sit next to First Lady Michelle Obama at the final presidential debate of the 2012 campaign. Three other U.S. presidents—from both parties, mind you—have recognized Van Duzer for his service and dedication to the town he loves. Plus he makes “really good friggin’ pizza.”
And while he’s not ex-military, Van Duzer has doubtlessly saved thousands of lives with his restaurant’s “Be a Hero” blood drives (more than 7,000 people have
donated blood in the past 10 years). Moreover, when anyone in his community needs help—money to pay their medical bills, cover funeral costs or rebuild after a house fire— it’s Van Duzer to the rescue, through his Van Duzer Foundation. To people in St. Lucie County and the entire region, he really is a hero.
Now Van Duzer has another mission: getting free books into children’s hands to improve reading scores at local schools and boost literacy. His Read to Succeed program, in its third year, has had a transformative effect on the county and his business—turning Big Apple’s traditionally slow Wednesday nights into blockbusters.
And Van Duzer wants to share the program with the pizza community
“[Read to Succeed] has changed my business. We’ve been here a long time, but I had never done the volume of business that I now do with the schools….I pinch myself sometimes.”
Scott
nationwide. If he can do it in Port St. Lucie, he says, you can do it, too. “It has changed my business. We’ve been here a long time, but I’d never done the volume of business that I now do with the schools….I pinch myself sometimes. How do you distinguish yourself from another pizzeria or hamburger or hot dog restaurant? This is it.”
A Life of Service
From his childhood on, Van Duzer’s mother taught him to help others, in part because she needed help at times, too, and knew how it felt. “We didn’t have much growing up,” he says. “We’re working people, and my mom was a rock. She would go without to make sure that I had, like, a glove to play baseball with. ‘If you have the means to help someone, you should help them, because you never know when you might need help.’ She always told me that when I was young.”
Van Duzer started out washing dishes at Big Apple Pizza, then became its owner in his early 20s. Around 1997, he launched a wildly successful school lunch program that generated notable profits, while also endearing himself to the community through fundraisers for families going through hardships. His marketing wizardry landed
Van Duzer, Big Apple Pizza
Scholastic has donated a total of 20,000 books in two years to the Read to Succeed program, and kids can claim them as their own with a visit to Big Apple Pizza.
Free books on Wednesday nights turn local kids and parents into regular Big Apple Pizza customers.
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him on PMQ’s May 2007 cover; to this day, he happily remains a single-unit operator, devoting his free time to his growing family and to his nonprofit, the Van Duzer Foundation, which he started in 2008.
The foundation’s projects include First Step, featuring high-profile athletes engaging communities on issues ranging from child hunger to unemployment and homelessness among LGBTQ youth. To encourage blood donations, Van Duzer and kids from a local Boys & Girls Club once embarked on a 30-day bicycle ride from West Palm Beach to Washington, D.C. “We rode 1,180 miles and all the way we held blood drives along the East Coast. We had lunch with the Surgeon General, who was so amazed that she cleared her whole schedule that day….It was pretty remarkable.”
Read to Succeed
Suffice it to say that, whereas many hometown pizzerias give back to their communities upon request, Van Duzer doesn’t usually wait to be asked.
“We built the slowest day of my week into a day that’s comparable with a Friday. We’re bringing 200 to 300 families here and doing $2,000 to $4,000 in business with them.”
Scott Van Duzer, Big Apple Pizza
The Read to Succeed program, however, did start with an ask of sorts. “A local reporter reached out to me while he was writing a story on literacy scores in Florida, particularly in my community,” he recalls. “They weren’t that great, and he asked if there was something the foundation could do for a more positive ending to the story. We came up with the program in five days.
“We wanted to start encouraging kids to read,” he continues. “You learn to read up until third grade. After that, they stop teaching reading, and you read to learn.” But
not all third-graders pick up the skill. Many don’t have access to books outside their schools—no books to call their own and read at home.
“In the lower-income households, there’s only one book for every 300 kids,” Van Duzer says. “But in the middle to higher-income homes, there’s 13 books for every child. I mean, that’s a huge discrepancy.”
Alarmed by these statistics, Van Duzer approached local school administrators with a tantalizing offer: Big Apple Pizza would host an
The Children’s Services Council has been a crucial Read to Succeed partner, providing free books by the thousands.
event every Wednesday night for a different school in the district and give away age-appropriate books to every child in attendance. School superintendents and principals live harried lives and typically don’t have time for such pitches. But they knew Van Duzer for his big heart and were soon sold on Read to Succeed’s potential for improving reading scores—and its simplicity. He also approached the Children’s Services Council, which donated thousands of books for the program. Then, with a nudge from Florida’s House of Representatives, Scholastic donated 10,000 books for the first year and 10,000 more for year two. Pepsi, meanwhile, donates the sodas.
Before long, Van Duzer’s simple idea had mushroomed into a regionwide phenomenon. The schools themselves handle the marketing for every event. Each school creates and distributes its own fliers to kids and parents. All Van Duzer has to do is fire up the ovens and dish out the slices. “It started out pretty modestly—for the first year, I think we had 3,100 kids in nine weeks come out,” he says. “The child reads a little chapter book with their parent, and we give them a free slice
“For one pretty big school, their marching band had a drumline march right through the store, do a little circle and march right back out.”
Scott Van Duzer, Big Apple Pizza
and Pepsi. The school, in turn, gets credit for every kid that comes out.”
Many of the kids, of course, bring their families along to enjoy a full meal at the weekly event, packing the restaurant on an otherwise slow night. Big Apple Pizza gives 50% of the evening’s sales—“not the profits, but the sales,” Van Duzer notes—back to the school. “In the first year of the program, we handed $15,854 back directly to the schools and also gave $10,000 to the school that had the most participation in the program.”
A Win-Win-Win
After giving away 8,249 books that first year and earning recognition from Florida Governor
Ron DeSantis, the program kept growing, and the goodwill—and the hype—started building. Before long, it was more than a slice-anda-book giveaway. For the area’s larger schools, it’s now a full-blown hootenanny. “I own my freestanding building,” Van Duzer says, “so they’ll close the parking lot down, put up tents out there, and their band and cheerleaders come out. For one pretty big school, their marching band had a drumline march right through the store, do a little circle and march right back out. You never know what you’re gonna have.”
Teachers, administrators, coaches, band members, cheerleaders—these are the hometown influencers that drive repeat business. And every Wednesday night during the school year, they’re piling into Big Apple Pizza. “When I tell you that we have a reading night, you might think 15 or 20 kids come out. But we’re getting 200, 300, 400 kids on a Wednesday. To call it a reading program doesn’t do it justice. Until you see it for yourself, you can’t really comprehend the hugeness of it.”
The bottom line: “We built the slowest day of my week into a day
To store thousands of books, a contractor will turn Big Apple’s patio into an enclosed reading room, “and the community’s coming together to help offset the cost,” Van Duzer says.
that’s comparable with a Friday,” Van Duzer says. “We’re bringing 200 to 300 families here and doing $2,000 to $4,000 in business with them. It builds relationships with the schools, and they’re so loyal. It’s a win-win-win: a win for the community, for my sales, and for the kids because we’re putting books in their hands.”
“This Can Be Done Anywhere”
Van Duzer also envisions Read to Succeed as a win for other pizzerias across the U.S., and he’s eager to help them implement the program. PMQ Pizza first published an article on the program at PMQ.com in May. Thanks to that story, Van Duzer says he heard from around a dozen pizzerias who want to adopt Read to Succeed for their communities. With this article, he hopes that number will grow exponentially. And he’ll be ready.
“We’ve put together a guidebook for how to do it at your pizzeria: how to reach out to the schools, how
to work with different officials, other key players and decision-makers,” he says. “We want to make it easier, so other pizzerias won’t deal with the struggles we [initially] went through. It’ll be a turnkey operation.”
Van Duzer knows restaurant competition is its own kind of battlefield, and staying alive as a business gets harder every day.
“Money’s tight, budgets are tight,” he says. “It’s not a matter of opening the doors and hoping people come in. You have to find a little niche. You might put out the best food and service, but you have to get involved in the community.”
And since kids today have a greater voice in the family’s decisions on where and what to eat, winning them over to your side is increasingly important. Van Duzer has reaped the benefits of that trend, and, as a man who delights in helping others, he wants to share the largesse with any fellow pizzeria owner looking for a leg up in an uncertain economy.
The Van Duzer Foundation has received an award from the Florida Department of Education as well as donations from companies like One Overvue, a financial planning firm.
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“We’ve put together a guidebook for how to do it at your pizzeria: how to reach out to the schools, how to work with different officials, other key players and decision-makers.”
Scott Van Duzer, Big Apple Pizza
“A lot of small operators like myself…you’re worried, and you’re overwhelmed by the numbers, the rising prices of everything,” Van Duzer says. “You’re looking at the cheese prices, and you get so focused on that stuff. And if you don’t run your pizzeria, your
School Spirit
pizzeria runs you. But you have the ability to think outside the box about what can drive people to your business. Although that wasn’t my intention—I just wanted to get a positive result out of a bad news report—it’s turned into something [much bigger]. I can’t really put it
into words. I get kids running up to give me a hug. You get 500, 600 people in your shop, just having a good time. I’ll be doing this for the rest of my life.”
And, Van Duzer points out, “It’s not lightning in a bottle. This can be done anywhere, and it can improve other pizzerias’ business, too. If you want to separate your business from another pizzeria, think about giving back to your community and working with the people in your community, and it’ll come back tenfold to you.”
Rick Hynum is PMQ Pizza’s editor in chief.
“Literacy is the great equalizer in society,” says Kathy Baich-Potenza, principal of St. Lucie Elementary School in Fort Pierce, Florida. “When students become literate individuals, they are equipped with the tools necessary to break free from the constraints of generational poverty.” Big Apple Pizza’s Read to Succeed program has elevated reading proficiency at local schools while lighting the spark of imagination for kids. It has also endeared owner Scott Van Duzer—and his pizzeria—to the St. Lucie County community. Here’s what school administrators in Fort Pierce have to say about him:
Our students eagerly anticipate the books Scott provides, enticed by a slice of pizza and a soda, and they leave these events with a newfound passion for exploring new worlds through literature. The excitement and engagement generated by these events have had a profound impact on our community.
Scott exemplifies the qualities we should all aspire to embody. His selflessness shines through his unwavering dedication to our community. Scott generously offers his time, resources and even his restaurant, all in the name of making a meaningful difference in children’s lives…. When he identifies an issue, he dives in headfirst and mobilizes the necessary resources to create
a lasting impact. The world could undoubtedly benefit from more people like Scott.
—Kathy Baich-Potenza, principal, St. Lucie Elementary School
Over the past two years, (Weatherbee Elementary sister school) Fairlawn Elementary has won the Read to Succeed program, earning funds that supported tutoring and additional reading materials. This contributed to an almost 10% increase in overall reading proficiency, as well as significant gains among our lowest performing students. I attribute these improvements to greater access to books, engaging reading activities, and challenges
that motivate our students, beginning each year with our Read to Succeed night led by Mr. Van Duzer. The pride that the students feel walking out with their own stack of books and delicious pizza is priceless!
Scott is more than just a community leader; he is a community changer….He’s putting books in the hands of students and families, and that is doing more than he knows. He’s creating bedtime routines of parents and students reading together. He’s creating adventures that are beyond the scope of some of our families, and that can never be taken away.
—Heather Ricksecker, principal, Weatherbee Elementary School
Scrambling for creative menu ideas?
Let your employees and customers do the heavy lifting—while generating substantial buzz—by running recipe contests.
BY TRACY MORIN
FOR MOST PIZZERIA OWNERS, generating new menu ideas is one of the most fun parts of the job. And, luckily, pizza offers one of the best blank canvases, allowing chefs’ creativity to run wild. Sweet or savory, sparingly topped or smothered to the crust’s edge, pizza can satisfy every taste and texture fantasy known to humankind.
So why not let your employees—or even your customers— join in on the fun? PMQ recently caught up with two pizzerias that are whipping up new menu energy, employee excitement and customer engagement (in-store and online) by asking their communities to create and choose the next specialty pizzas on offer.
Unleashing Employee Creations
At Berwick Pizza and Subs in Green Camp, Ohio, co-owner and general manager Austin Buckland completed his second Employee Pizza Series earlier in 2025, after a smash inaugural event last year. “All employees are given a time frame to submit their idea for a new pizza,” Buckland explains. “It can be anything (savory or sweet), as long as it does not use the majority of ingredients that we’ve already used on a pizza. This is probably the most challenging part, because we have done around 200 different pizzas!”
Employees tell management what ingredients they want, and Buckland will purchase enough to make a couple of testers. When the employee gets approval that it’s worthy of being released, they’re entered into the contest. Each pizza in the contest is then available for one week, Tuesday through Sunday.
“Once we have a total number of entries, we draw numbers at random to determine what week their pizza will be offered,” Buckland says. “The winner is determined by total number of pizzas sold. The winner gets a paid shift off, bragging rights and the promise for their pizza to return as a Pizza of the Month. In addition, there are rewards for every single person who competes,
“It’s a win-win. The employees get to unleash their creative and competitive sides, and we get to engage more customers and sell more pizza.”
Austin Buckland, Berwick Pizza
based upon how many pizzas they sell. For example, 100 pizzas sold gets them a $100 gift card.”
To promote the contest, Buckland designs a custom poster for each pizza, as well as posters to advertise the contest that hang in the shop. Each employee-created pizza receives three social media posts, posted on the same day of the week at precisely the same time every week, to ensure the fairest contest possible. One post focuses on the employee and how long they have been with the team, their favorite task, and how they came up with their pizza. One post is their pizza’s poster. And the third post is a final reminder for customers to come try the pie.
“We started this to give our employees the chance to have the spotlight, and they ran with it!” Buckland says. “And it’s a win-win. The employees get to unleash their creative and competitive sides, and we get to engage more customers and sell more pizza.”
Buckland chuckles as he recalls one employee who “will do whatever it takes to win,” he says. “Her name is Patience, and she won first place this year and third place last year. Her parents both work at a factory nearby, and
At Berwick Pizza, employeecreated pizzas have included (clockwise from left) General Tso’s, Frosted Animal Cookie, Strawberry Crunch Ice Cream Bar, and Chocolate Covered Banana.
they take her posters and hang them around their workplace and advertise her pizza. They will even buy 30 of her pizzas at a time to take to work and sell to their co-workers. This not only instantly boosts our sales; it has led to new customers, who had previously never heard of us, wanting to try other pizzas, and repeat customers who loved her pizza so much they came back that weekend for more. It gives our employees’ friends and families a chance to come in and support them.”
General customer response, meanwhile, has been similarly enthusiastic. “We have customers who told us they are online waiting at the assigned time each week to see which pizza is going to be released next,” Buckland says. “Some customers try most or all of the pizzas. And some of the pizzas are very well-loved—enough that customers are begging for them to come back! Because the winner gets to be Pizza of the Month, customers get another chance to buy it. This year’s runner-up, General Tso’s, was so highly requested that we brought it back for a temporary time, then finally gave in and added it to the full-time menu.”
The contest has gathered steam among staff, too: Last year, 10 employees entered; this year, the count reached 13. “Overall, it’s a fun opportunity for both employees and customers to get involved in our business,” Buckland concludes. “And everyone gets to eat tasty and innovative pizzas along the way!”
Customer Pizza Contests
“We’re not just saying we want to hear from our guests—we’re giving them a chance to put their stamp on the menu.”
Michael DeNunzio, Fine Folk Pizza
Employees aren’t the only ones who can craft memorable specialty pies. Michael DeNunzio, president of Fine Folk Pizza in Fort Myers, Florida, is finding sales success with the Artisan Pizza Contest, which asks customers for their best recipe ideas. DeNunzio promotes the ongoing competition heavily with posts on the Fine Folk website and social media platforms, including Facebook and Instagram.
Winners get their pizza featured on the menu for a full month and receive a $50 Fine Folk gift card. Additionally,
anyone who submits an entry gets 10% off their next online order.
With these posts and enticements, DeNunzio grabs attention, gets straight to the point—and gives customers multiple reasons to enter (while encouraging bounceback buys with the 10% off deal). In the online form, customers submit their phone and email—and are also asked for their favorite monthly special pizza from the past. DeNunzio also promotes the contest through emails and its Text Club.
“It’s a fun way to bring people into our world,” DeNunzio says. “We’re not just saying we want to hear from our guests—we’re giving them a chance to put their stamp on the menu. It keeps things fresh, gives our regulars a reason to get excited, and, honestly, it’s a blast for our team, too. When someone’s creation makes the menu, everyone’s talking about it, sharing it, and it just builds this sense of community around the brand. At the end of the day, it’s about having fun, making great pizza, and keeping people connected to what we’re doing.”
Last July’s winner, Da Gabogool, was a huge hit at Fine Folk. It featured marinara sauce, Italian sausage, capicola and soppressata under the cheese (mozzarella and Parmesan shavings), plus fresh jalapeños, diced onions, red pepper and garlic. Postbake, prosciutto, arugula and fresh basil accented the flavor-packed pie. In September, the Mashed Masterpiece claimed top honors with a garlic oil base, mozzarella, Monterey Jack cheese, chive-infused mashed potatoes and bacon, plus a post-bake drizzle of sour cream.
“People love it,” DeNunzio says. “The contest has been a lot of fun, and we’ve had a ton of ideas come in. Our customers are into it, and you can feel that excitement when they talk about their creations.”
Tracy Morin is PMQ’s associate editor.
FINE FOLK
PIZZA(3)
Fine Folk Pizza president Michael DeNunzio notes that customer recipe contests reflect the pizzeria’s overall mission: “having fun, making great pizza, and keeping people connected to what we’re doing.”
Like its namesake city, New Yorkstyle pizza is a classic—but by no means easy to master. Dive into its characteristics, legacy and lesser-known techniques with seven experts who specialize in this iconic pie style.
WHEN IT COMES TO THE NEW YORK (NY) STYLE, appearances can be deceiving. Sure, this iconic American original looks straightforward, with balanced, high-quality ingredients and a thin, foldable crust. But pizzaioli who craft NY pies with love know that this “simple” style requires a lot of care and attention. Here, seven experts well-versed in the NY style share their top tips for doing it right.
BY TRACY MORIN
New York STYLE
“If you want to make basic neighborhood pies, you can do that with a little practice. If you want to compete with the big dogs in Brooklyn, you’d better be willing to work hard at it and master everything.”
Sean Ferraro, Madison Avenue Pizza
SEAN FERRARO
Owner, Madison Avenue Pizza, Dunedin, FL
Our main pizza is a traditional NY-style pie, but we also make a high-hydration artisan-style NY pie and a NY-style Sicilian. These are my NY-style musts:
• A thinner, well-stretched pie with a nice, well-defined crust
• High-quality cheese and tomatoes (for a simple sauce)
• A bake that’s on the well-done side
• A slice big enough to fold but with enough integrity not to flop or fall apart
• A reasonable amount of toppings, sauce and cheese, so the slices retain their integrity
Most people can learn how to make a basic NY-style pizza, but it’s hard to make an exceptional and consistent one. If you want to make basic neighborhood pies, you can do that with a little practice. If you want to compete with the big dogs in Brooklyn, you’d better be willing to work hard at it and master everything.
JAY BANDY
Business manager, The Slice, Simpsonville, NC
The combination of texture, flavor, affordability, nostalgia, portability and cultural identity is what makes New York-style pizza what it is. It’s not just flour, yeast, salt and water—there’s a tremendous amount of effort that goes into making the dough. Here are my defining characteristics:
• Texture and structure: Thin but not cracker-thin. It’s pliable, meaning you can fold a slice in half lengthwise without it breaking. The crust has a crisp outer layer with a chewy interior.
• Flavor: Slightly yeasty and complex, sometimes with a hint of malt or sweetness. A long fermentation develops flavor that you don’t get from frozen dough or shortcuts.
• Size and shape: Can be up to 20”. The crust edge is puffy and has a good chew.
• Bake: This yields a golden-brown bottom with some char, but limited—not as intense as wood-fired.
• The slice: It’s thin with a little crunch, not floppy, and the ingredients don’t run. It’s foldable, so not too crispy. Excess grease often comes from cheap cheese or poor baking, not from tradition.
Co-founder, Saroki’s Crispy Chicken & Pizza, Southfield, MI (19 locations)
The NY style might look simple, but to truly perfect it, every single detail matters. It’s definitely not as easy as your typical pan-cooked conveyor-belt pizza. It starts with the dough, and this is where most people go wrong. We add each ingredient in stages during mixing to build proper dough structure and flavor. After mixing, we cold-ferment the dough to develop depth and texture. Before using, we let it rise at room temp to bring out the full flavor and achieve that perfect crisp when
CURTIS SAROKI
THE SLICE
SAROKI’S CRISPY CHICKEN & PIZZA
baked. Done right, it creates a crust that’s light, flavorful and holds up beautifully—exactly what a NY slice should be.
One big mistake is using cold dough straight from the fridge. It needs time to come to room temperature, because that final rise is crucial for flavor and texture. Another is overdoing the ingredients. NY-style pizza is all about balance and restraint. Too much sauce or cheese weighs the slice down and ruins the crisp, airy bite that makes it special.
Lastly, not rotating the pizza in the oven is a common slip-up. Deck ovens have hot spots, and NY-style pizza requires attention during the bake to ensure even cooking and that signature golden crust. You can’t just throw the pizza in and walk away. You have to know when to turn it, when to pull it. It’s not rocket science, but it is absolutely an art—one that takes time, repetition and real care to master. It’s craftsmanship on a crust.
And, beyond the ingredients, there’s a culture around it. It’s a slice you grab on the go, fold in half, and eat standing on a sidewalk or talking with friends. It’s casual, but it’s serious. It’s simple, but it’s art. That mix of tradition, quality and street-level soul is what makes NY-style pizza not just popular but iconic.
“One big mistake is using cold dough straight from the fridge. It needs time to come to room temperature…that final rise is crucial for flavor and texture.”
Curtis Saroki, Saroki’s Crispy Chicken & Pizza
JOHN KREIDICH
Co-owner and executive chef, Camille’s Pizzeria & Ristorante, Oakland Park, FL
NY style can be easy—if you have the right systems in place. Consistency is everything. You need the same pizzaiolo making the dough every day and using the same brand of ingredients to keep the flavor and texture spot-on every time.
At Camille’s, our secret weapon is the “mother” starter—a sourdough base that gives the dough real personality. A proper NY crust should strike the perfect balance: a little crunch, a touch of crisp, and just enough chew to keep you coming back for another bite.
The NY style is all about versatility. You can load it up with toppings and it still holds strong. Plus, it’s built for life on the go—you can fold it, walk with it and eat it in motion, since New Yorkers are always on the run!
CAMILLE’S PIZZERIA & RISTORANTE (2)
JEN STRICKLAND and TERRI HANNIFIN BUIS
Founders/owners, Home Slice Pizza, Austin, TX
We pay very special attention to the temperature of the water we use, the current humidity of our environment, and the consistency and length of the proofing process. We always allow our dough to get to room temperature before using it to achieve that crispy yet chewy sensation when it comes out of the oven.
It’s just as important how you handle the dough once it’s made. Cutting the dough to the precise weight and then tossing it to the exact pie size is imperative for achieving its ideal thinness. A hot and consistent oven temperature, along with relentless management of the deck, is also pivotal for cooking the pizza evenly and achieving ultimate crispiness without sacrificing moisture.
One myth to bust is that there is only one brand of cheese or one type of flour that absolutely has to be used to create authentic New York-style pizza. As long as they’re high-quality and incorporated thoughtfully, many different options can be considered, serving as the standout ingredient that gives your pizza its own personality and separating it from others.
CARY REUTTER
Partner and co-creator, Regents Pizzeria, San Diego, CA
Achieving the ideal NY-style crust takes a lot of trial and error, as well as learning from other industry experts and competitors.
Preparation and execution varies from restaurant to restaurant—it’s up to you to figure out the process that yields the best results for your operation.
At Regents Pizzeria, to create that perfect crust, we focus on quality ingredients and a consistent dough making process. The dough recipe is simple: high-quality, high-gluten flour, fresh baker’s yeast, kosher salt and extra-virgin olive oil. Because of the variability of baking, we systemized our process to be very specific— starting with a finished dough temperature of 80°. This is high by most standards, but we’ve learned it’s the right temperature for our process. To achieve that, we measure temperatures across the baking process—air, water, flour. We know the coefficient of the friction in the mixer, and we can identify by calculations what the temperature of the water needs to be to achieve the 80°.
We’ve established narrowly defined times allotted to ball the dough, cold-ferment for two days, and stick to narrowly defined time and temperature timelines for pulling the dough, doing the initial and final stretches. We’ve determined a target temperature for the dough when it enters the oven.
Once in the oven, we have a rigorous process for cooking and rotating the pizzas through the oven to achieve that desired (and delicious) end result. If you aren’t testing and refining your process and ensuring consistent execution with a well-trained staff, you won’t achieve that perfect crust.
Tracy
Morin is PMQ’s associate editor.
“Because of the variability of baking, we systemized our process to be very specific— starting with a finished dough temperature of 80°. This is high by most standards, but we’ve learned it’s the right temperature for our process.”
Cary Reutter, Regents Pizzeria
Buildout A
BY TRACY MORIN
Building out your pizzeria can be both intimidating and exhilarating. Don’t lose yourself in the whirlwind—take these expert tips to ensure smoother sailing from start to finish.
BETWEEN PERMITS, EQUIPMENT PURCHASES, IN-STORE LAYOUT AND DESIGN, the pizzeria buildout process is rife with potential pitfalls, red tape and unexpected holdups. Still, no one can deny the excitement of crafting and unveiling a spot made in your own vision— especially when you haven’t blown light-years past your budget. Whether you’re renovating, considering a second location or opening your first, don’t move forward without reading this collection of must-have advice from experienced experts.
OPENING ON A SHOESTRING
Dan Uccello has a wealth of experience in buildouts: He not only owns Flo’s Collection, with four pizzeria brands, but serves as office and marketing manager for Uccello Properties, his wife Cassie’s real estate company in Grand Rapids, Michigan.
Still, Uccello’s first store opening, at only 24 years old, was anything but glam. “I was very young and very, very broke,” he recalls. “A couple years before I even had a location picked out, I started hitting up the local repo options for restaurant equipment and stashing it all in my garage.” Here are Uccello’s top tips on creating a successful pizzeria buildout—even on a tight budget:
1. Find the space and handle negotiations yourself. Look for spaces online or just drive around until you see a “for lease” sign. Negotiate a lease that is 3% to 6%, max, of your estimated total sales. That fits very well in a P&L and prevents you from having a huge overhead. Then, when you sign a lease, arrange six to 12 months of free or very low rent, because those are the months that you’re going to need to build out your establishment.
2. Look for shuttered pizza shops. For a takeout and delivery pizzeria, especially right now, there are a ton of opportunities out there with pizza shops that have shut down due to the still-rippling effects of COVID. I would 100% recommend searching for and leasing places with very minimal expenses to get up and running. A lot of these places will have all of their equipment still inside: walk-in coolers, prep coolers, steel tables, etc. I did that three years ago, for our fifth location—leased a space that was an old Papa Johns—and we were able to get in,
“ Negotiate a lease that is 3% to 6%, max, of your estimated total sales. That fits very well in a P&L and prevents you from having a huge overhead.”
Dan Uccello, Flo’s Collection
put our brand in place, and get up and running in less than 30 days with less than $10,000.
3. Lease signed? Now you start going to work. If you’re handy, I recommend doing a lot of the work yourself—whatever it is that you can do. I did a ton of work myself to save money, because it was all personal money. We only hired people whose work I could not do, like for drywall and plumbing.
4. Put your money where it belongs. I opened my first place with the very bare minimum of decoration in the dining rooms, because I put all my money into the equipment and buildout—just to open the doors. Then, as we started making money, I could buy a little bit more: decoration, a television or whatever I needed to spruce up the dining space.
5. Look for free assistance. We use Grand Valley State University—they can put an actual business plan together for your restaurant. They have the students do it, so they get hands-on practice, and you get a free service. I would not recommend opening up any sort of business without a business plan behind it. Reach out to your local universities. Most offer that type of service. They’ll basically give you all the numbers you need.
•
Tony Gemignani Juan G. Pérez Janet Zapata Joey Karvelas Laura meyer
“ When you’re planning your budget, assume at least 50% more than what you’re budgeting….be flexible with the whole process.”
George Taylor, Taylors’ Pizza House
6. Your kitchen and operation is crucial. If you team up with a good company to buy equipment from, they can help you with the design of the building. They’ll be able to tell you the codes for the health department and much more, plus they can draw a layout for you. But you need to be able to set yourself up, knowing how to arrange the kitchen to be the most effective and most efficient.
7. Look for the pivot point. I have a rule of thumb when I design my kitchen: Every station has to have what I call a pivot point. Imagine that you’re standing on one leg, and you can do a full 360 on that one leg. At the length of your arms are where all of your supplies should be. You want to be able to make a dish inside that circle. In an inefficient kitchen, your ticket times are going to suffer, and your staff is going to be very frustrated, which ultimately will affect customer service. We look at our menu and say, “Every ingredient on this menu must be within arm’s reach.” If it’s not within arm’s reach, we figure out how to get it there. Your staff will appreciate you for it.
HANDLING A TOTAL OVERHAUL
George Taylor, co-owner (with wife Patti) of Taylors’ Pizza House in Endwell, New York, learned his buildout lessons the old-fashioned way: by taking on a major project and nailing it. After opening in 2017 in a gutted former ice cream store, the couple decided to move their business a few doors down—to a house.
At the end of 2021, the Taylors bought the residential property and embarked on a complete overhaul to create a cozy, one-of-a-kind restaurant. Here are George’s top lessons learned:
1. First things first. We went to planning board meetings and told them what we were planning on doing to get permitted. Then we sent in plans to the health department to get their approvals, detailing the kitchen layout. If you’ve never been in the restaurant industry, you also have to go to a food safety course through the health department. We used LegalZoom to form a corporation and file for a New York State sales tax permit. Then you build a website, Facebook page—all the digital things that you also need.
2. Go with the flow of customers. The first location we had was a rectangle, with the entrance on the long end. So we started our layout at the back with the dough rolling station, then sauce and cheese, toppings, then into the oven, and then it’s cut right there at the counter to hand to the customer. Everything flowed from the back to the front toward the customer. Make the kitchen efficient. Try to minimize steps.
3. Choose used equipment wisely. I try to not buy refrigeration used—it’s such an important part of the business that I want it to be new and also have a warranty on it, in case of issues. Ovens are a lot more stable, so I feel comfortable buying a used oven. But my oven is gas. I would prefer to buy new if I’m going to buy electric, for the same reasons—there are just a lot more breakable parts. We bought a used oven for $2,500.
GEORGE TAYLOR/TAYLORS’ PIZZA HOUSE (4)
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Definitely check scratch-and-dent stores, because you can get a substantial amount off—I got $1,000 off each piece I bought there.
4. Plan for the unexpected. When my wife and I wanted to get some contractors in, we found that none of the construction people had enough help. Everybody was either booked for months or didn’t have enough people to take on new jobs. We got lucky to find someone. Still, it took them about a week longer than they thought. We had a few changes, and the budget was probably $30,000 more than what we had originally planned for. When you’re planning your budget, assume at least 50% more than what you’re budgeting. One good piece of advice is just to be flexible with the whole process.
BOOSTING THE BOTTOM LINE
Before he entered the pizza biz, Billy Marino, owner and CEO of the four-location Leona’s Pizzeria in Chicago, spent 25 years in construction. He recommends an eagle eye, tight purse strings and a DIY mentality. “Know how much things cost, or people will take advantage of you,” he warns. “When you open, you’re going to watch the price of a paper plate, so why wouldn’t you do the same before you open?”
Here are Marino’s top suggestions when building out your business:
1. Do your homework on equipment costs. Buying used equipment is fine if you have a technician run through it. Some of the stuff you’ll need—like ovens, rollers and mixers—can last forever. Your biggest purchases are your oven and ventilation system, so shop those to death.
2. Consider your contracting needs. For an average pizzeria (1,000 to 2,000 square feet), you don’t need a general contractor. Choose your key subcontractors and manage them yourself. Learn how the place is built. Learn how the place functions, so when it fails, you know how to fix it. Know your equipment.
3. Simple is best when it comes to design. Don’t try to build an art project. Build for functionality and sprinkle some style into it, not the other way around. Don’t put unnecessary emotion into it. Emotions do not equal dollars.
4. Stay small, nimble and flexible. Many people build these gigantic places, and they write a business plan assuming those tables will all be filled, all the time. Spoiler alert: They won’t be!
5. Learn from the leaders. Follow the data and take lessons from the biggest operators in the game. My mentor in the food business, Gene Fontanini [from Chicago’s Fontanini meat company], told me years ago to go look at Domino’s during dinner rush. His lesson was simple: They know what they’re doing, and they have it down to a science. Follow their layout and lessons, regardless of what you think of their pizza.
6. Don’t get too fancy. In certain situations, you get more bang for your buck if you spend more money on fancy stuff (like in condos and houses). In other areas, you don’t—like in warehouses, factories and stores. I built two Walmarts in my construction days. Walmart sells more product than all the other retailers combined, and they don’t waste money on fancy stuff in their stores. It doesn’t equate to sales, and they pass those savings on to their customers—that’s why they’re the largest retailer on the planet.
7. Focus on location, marketing and product quality. I have been at many auctions of giant places that were absolutely beautifully built, but they never made enough money to profit.
8. Watch the bottom line. My bottom-line advice is: Stay small, focus on multiple points of sale, know your equipment, know your building, and push out product like a machine. You could spend millions of dollars on a little pizza shop, but you don’t have to. Before you buy anything, ask yourself: Do I need that, and does it translate into sales?
Tracy Morin is PMQ’s associate editor.
“ Before you buy anything, ask yourself: Do I need that, and does it translate into sales?”
Billy Marino, Leona’s Pizzeria
The Captain’s Choice: “All Eyes On Us”
Tore Trupiano, the new leader of PMQ’s revamped U.S. Pizza Team, breaks down his strategy to help his fellow members shine on national and global stages.
BY BRIAN HERNANDEZ
TORE TRUPIANO, OWNER OF MANGIA E BEVI in Oceanside, California, has long been known in pizza circles for his competition wins, familydriven restaurants, and bold pies that speak for themselves. Now, as captain of PMQ’s U.S. Pizza Team, his story turns a new page, one that’s more about mentorship than medals. “To me, it means accountability and opportunity,” he says about his new role. “Day to day, it’s about making sure all teammates feel supported. Big picture, it’s about reputation. When people see ‘U.S. Pizza Team,’ they should see excellence, creativity and respect.”
After claiming the grand prize at the 2025 REAL California Pizza Contest (RCPC), Trupiano decided to step away from domestic competition. “I’ve been blessed to win, travel and test myself,” he says. “[After the RCPC],
I recognized it was time to help others shine. I stepped back to open the way for rising stars to reach the podium. Now I’m ready to teach, strategize and inspire—that’s where I can give the most right now.”
Success, he adds, can be measured in different ways. “Not only do I want to see more wins from our teammates, but also more participation across the board. If that happens, I’ll know we’re on the right track. I want new members to feel welcomed and veterans to feel challenged. That creates balance, and balance is key.”
Meanwhile, his experience as a veteran competitor, he says, “gives me the knowledge to steer others in the right direction. I know where I’ve made mistakes, and that helps prevent others from repeating them. When someone is frustrated or unsure, that’s where I can help most.”
Tore Trupiano has made a smooth transition from champion to captain as he looks to develop the next generation of pizzaioli.
THE GALBANI PROFESSIONALE PIZZA CUP
SEATS ARE GOING FAST, so register today for a slice of pizza glory at the 2025 Galbani Professionale Pizza Cup, happening at the Pizza Tomorrow Summit & Florida Restaurant Show, Nov. 11-13 in Orlando!
CULINARY CATEGORIES:
• Classica (must feature Galbani Cheese)
• Pizza in Teglia (pan pizza)
• Pizza for 2 (made by two pizzaioli together)
• Young Pizza Maker (ages 14-17)
PIZZA ATHLETICS:
• Largest Dough Stretch
• Fastest Box Folder
• Fastest Pizza Maker
• Freestyle Acrobatics
Win the Classica Division and you’ll earn the ultimate prize—a trip to Parma, Italy, to represent the USA at the 2026 World Pizza Championship, competing side by side with the members of the U.S. Pizza Team!
C
The Game Plan
The USPT Council recently introduced new leadership roles to its organization: captain, culinary and athletics coaches, and representatives. “We have so many more voices now,” Trupiano says.
“That means more voices are heard and responsibilities are clearer. Also, with those voices, we have the talent behind it. Things are getting done, because we have the manpower to make things move. Where we need to focus is communication. It’s very easy to say something, but it only holds weight if those words turn into action. I can easily say I’m going to lose weight, but unless I diet and exercise, nothing will change. We are making changes.”
But Trupiano doesn’t care much for rigid systems. “It’s about freedom with accountability,” he notes. “I don’t believe in boxing in creativity. We’re talking about pizza—there is no written manual. The guardrails are easy to understand and follow: respect the craft, respect the rules, respect each other. Within that, you’re left with unlimited possibilities.”
That attitude also influences how he’ll prepare competitors mentally before a competition. “Simplify,” he advises. “Stick to what you’ve practiced and what you know—no last-minute changes. Visualize your routine step by step. Set out your ingredients like a FIFO method. The USPT should be walking into competitions with calm energy, not frantic energy.”
So how will he nurture established talent? No one wants a new manager once they’ve been the boss for years. “First, I would have to validate their abilities and track record,” he says. “Then I would have them apply it to their game plan. Winning comes from mastering fundamentals, knowing what and who you are up against, and not breaking under pressure. Not all champions have perfect records. Don’t burn out chasing one result.”
Trupiano knows USPT members’ skills span the gamut, from traditional styles to wild experimental builds. His
rule of thumb: Creativity can’t outpace fundamentals. “It must make sense,” he says. “You can put 24-karat gold on a pizza, but if your bake, balance and presentation are off, the judges won’t care. Innovation needs to go hand in hand with fundamentals, not replace them. Start with a strong foundation, then build on that.”
Finally, he wants to reframe how the pizza community perceives the USPT. He envisions it as “a place to grow skills, make lifelong friendships, and share pizza culture as a team. Even though we have so much individual talent, we thrive as a team. To drive that home, I’ll emphasize mentorship, building each one of us up, sticking together, and, most importantly, respecting not just one another, but whoever’s around us and our surroundings.
“I want my legacy to be that we built a better team as a team,” Trupiano concludes, “so that when people think of the USPT, they think of a team where respect and honor is the backbone. We all know why we’re on the team, but what we do for the communities that we represent outweighs the attention we create. ‘All eyes on us’ is what I want, and to make sure the next generation is already preparing to lead. If, in five years, we have more champions, more ambassadors and more pizza makers believing in themselves, that’s the legacy I want.”
Brian Hernandez is PMQ’s associate editor and director of the U.S. Pizza Team.
For more information about the U.S. Pizza Team, its members and sponsors, visit USPizzaTeam.com.
Trupiano looks on as his son, USPT pizza prodigy Damiano Trupiano, begins his own competitive pizza journey.
The U.S. Pizza Team proved once again that passion and pizza go hand in hand. At the first-ever Lowcountry Pizza Fest in Charleston, South Carolina, members rallied behind event founder and teammate Mike Pitera of Pizza a Modo Mio—who partnered with Lowcountry Eat Out! and The Refinery—to make the Lowcountry Pizza Fest shine.
Their hard work and heart turned the festival into more than just a pizza party—it became a true celebration of teamwork, friendship and community. Pizza to the People!
Participating U.S. Pizza Team Members:
• Nicholas & Emily Harper — Peace of Pie On Hartwell, Fair Play, SC
• George & Patti Taylor — Taylors’ Pizza House, Endwell, NY
Craving the freshest insights into the pizza restaurant industry? Subscribe to PMQ’s e-newsletter, Pizza Pulse, and we’ll fill your inbox with:
• Hot-from-the-oven pizza industry news delivered three times per week (Monday/Wednesday/Friday)
• Moneymaking promotions from leading independents and chains
• Proven marketing strategies to boost your pizzeria’s sales
• Pizzeria success stories and expert insights
La Nova Pizzeria
(Clockwise from top left) Joey III showcases La Nova Wings’ chicken wings in 2002; (front row, left to right) Joey III, Big Joe, Carla and founder Papa Joe celebrate their booming business in 1998; the original La Nova was built in Tonawanda, New York, a Buffalo suburb, in 1957; (left to right) Big Joe, Papa Joe and Joey III man the pizzeria in the mid-1980s; (left to right) Cookie (Big Joe’s wife), Joey III, Papa Joe, Big Joe and Carla show off branded pizza boxes in 1993.
BY TRACY MORIN
STAT E OFNEWYORK
The opening of the now-legendary La Nova Pizzeria in Buffalo, New York, may have spawned from an off-the-cuff idea, but the execution of this business—now with two locations and a chicken-wing empire—has been nothing short of painstaking. “My father was a carpenter by trade, and his friend said, ‘There’s a new business doing very well, the pizza business,’” recounts Big Joe Todaro, son of founder Papa Joe Todaro.
“They opened a small place in 1957. I was twelve years old, and my mother helped in the kitchen.”
Local “urban renewal” projects shuttered the pizzeria after a decade, but Big Joe jumped back in the pizza game a few years later. He spotted an empty corner store in North Buffalo that could host the second iteration of La Nova Pizzeria, opened in 1971. This location introduced wildly popular barbecue chicken wings, helping it become the country’s No. 1 independent pizzeria by 1994. That year, wings ushered in a second arm of the business when the family noted that other U.S. pizzerias weren’t yet taking advantage of this must-have side order.
“We realized wings would take off,” says Joey, son of Big Joe. “We introduced wings to the pizza industry.”
STATEOF NEW YORK
But even while growing La Nova Wings, their still-thriving wing and sauce business, the Todaros never lost focus on their pizzerias, showing off mind-boggling sales numbers and savvy marketing skills. By the time La Nova Pizzeria graced the cover of PMQ in 1998, it was raking in $100,000 per week, with the family known for year-end champagnebottle giveaways, branded T-shirts and pizza boxes, and robust off-premise sales. In 2013, La Nova further cemented its local legacy by becoming the official pizza of the Buffalo Bills.
Today, the third and fourth generations of Todaros remain at the helm: Joey and his kids—Joey IV, Dante, Toriana and Giorgio—as well as Joey’s sister, Carla Pantano, her husband, Sam, and their kids, Jenna and Vincent. But old-fashioned hard work and the unflagging dedication of numerous family members are two things that have never changed at La Nova. “My grandfather and father saw we had a good thing and worked seven days a week,” Joey says. “We valued what we built and never wanted to lose what we had. That’s our life—we love this business. We’re pizza makers at heart.”
Tracy Morin is PMQ’s associate editor.
PizzaCloud
IP Phone Service
Increase revenue and lower cost
• No Busy Signals
• Call Recording
• Call Queuing / Auto Answering
• Multiple (random) start of call upsell messages
• On hold music/message loops
• Detailed reports—hold times, lost calls etc
• Callerid delivered to POS system
• Auto attendants— ”If you have arrived for curbside pickup press one ”
Cellular Backup Internet
Protect against outages
• When your Internet fails our cellular backup router keeps your phones, credit card processing and web orders all working.
• The backup kicks in automatically in seconds. So quickly you will not even drop calls in progress when your primary Internet goes down!
• The same router can be used to create chain wide virtual private network to connect your locations.
• SD WAN LTE/LTE A (4G/5G) modems.
On the PBX
“Press one to receive a text message with links to our onlne ordering ”.
Manage bulk text message marketing from our system to drive increased revenue. As low as $0.01 per message. Group text messaging to communicate with your employees (drivers, bartenders, all staff etc). Use
