Gibran Fernandez leaves his madcap persona behind as Mr. Moto Pizza aims to nearly double its footprint in the next few months.
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FROM CHEF-OWNER TO CORPORATE CHEF
Luca Donofrio’s culinary career began at 22 with a Craigslist ad that landed him at Eataly in New York City, where he quickly developed a reputation as a pasta master. Those skills earned him consulting roles, plus a blue check on Instagram “back when you couldn’t buy it,” he points out. Eventually, he co-owned Two Fat Tomatoes, a Roman-style pasta and pizza shop in NYC. But years of grueling hours left him burnt out. “I’d fall asleep reading to my kids,” he says. After the restaurant closed in 2022, Donofrio pivoted, joining a large importing and distribution company as corporate executive chef. The role gave him stability, improved health and, most importantly, time with his family. Today, Donofrio still cooks creatively at food shows, advises restaurant operators and experiments with dough trends like digestible, short-fermentation styles and higher-ash flours. He sees Roman pizza gaining traction, too. Though he misses the daily joy of feeding guests, he has no plans to return to restaurant ownership. “A real chef-owner spends more time doing payroll than making food,” he says. “That’s not the life I want anymore.”
Read PMQ’s digital feature story about Donofrio at PMQ.com/luca-donofrio.
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ELEVATING THE BUSINESS OF PIZZA
WTWH MEDIA, LLC
CEO Matt Logan mlogan@wtwhmedia.com
CONTENT
EDITOR IN CHIEF Rick Hynum rhynum@wtwhmedia.com
SENIOR EDITOR Charlie Pogacar cpogacar@wtwhmedia.com
ASSOCIATE EDITOR Tracy Morin tmorin@wtwhmedia.com
ASSOCIATE EDITOR/ USPT COORDINATOR Brian Hernandez bhernandez@wtwhmedia.com
VP, EDITORIAL DIRECTOR Danny Klein dklein@wtwhmedia.com
ART & PRODUCTION
ART DIRECTOR Eric Summers esummers@wtwhmedia.com
SENIOR ART DIRECTOR Tory Bartelt tbartelt@wtwhmedia.com
DIGITAL PRODUCTION COORDINATOR Mariam Sedrakyan msedrakyan@wtwhmedia.com
VICE PRESIDENT Peggy Carouthers pcarouthers@wtwhmedia.com
WRITER Drew Filipski dfilipski@wtwhmedia.com
WRITER Ya’el McCloud ymccloud@wtwhmedia.com
WRITER Abby Winterburn awinterburn@wtwhmedia.com
SALES & BUSINESS DEVELOPMENT
SENIOR VICE PRESIDENT, FOOD, RETAIL, HOSPITALITY SALES AND ACCOUNT MANAGEMENT Matt Waddell mwaddell@wtwhmedia.com
NATIONAL SALES MANAGER Tom Boyles tboyles@wtwhmedia.com
VP, BUSINESS DEVELOPMENT Eugene Drezner edrezner@wtwhmedia.com
CUSTOMER SERVICE REPRESENTATIVE Brandy Pinion bpinion@wtwhmedia.com
CUSTOMER SERVICE REPRESENTATIVE
Tracy Doubts tdoubts@wtwhmedia.com
FOUNDER
Steve Green
PMQ PIZZA Issue 8 October 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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Opinions expressed by the editors and contributing writers are strictly their own and not necessarily those of the advertisers. All rights reserved. No portion of PMQ PIZZA may be reproduced in whole or part without written consent.
26 How to Crush Your Next Collab
Creative collaborations with local partners create memorable guest experiences, PR buzz and repeat business. Here’s a step-by-step process to follow for success.
34 Lessons From the Major Chains
PMQ taps into six bright minds from leading national chains for strategies that will help propel your independent pizzeria to new heights.
42 The Secrets of Crumb Structure
From high-protein flour to fermentation and hydration levels, various factors make a difference in crumb structure. But it all depends on your signature pizza style.
48 The Dojo of Dough
At 17, Arabella Justice crane-kicked her way to a big win at the California Pizza Challenge—thanks to some Mr. Miyagi-style mentoring from Pizza a Modo Mio owner Mike Pitera.
Gibran Fernandez built Mr. Moto Pizza around a wacky character with an oversize mustache. But the fast-growing six-store brand has since evolved into something else entirely.
BY RICK HYNUM
COVER PHOTO COURTESY MR. MOTO PIZZA
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THE SLICE: CAUGHT IN THE RUSH
AT THE SLICE IN SIMPSONVILLE, SOUTH CAROLINA, the energy starts building at lunchtime and doesn’t slow down. By 6 p.m. on weekends, the wait often stretches to an hour or more. Some nights see 600-plus takeout orders alongside a packed house of 1,100 guests dining in. How does owner Mike Baldassarra’s team handle all that traffic? “It’s a great challenge to have,” he says with a laugh. “People want to be where it’s busy….Our job is to keep that experience fun and smooth, even when there’s a wait.” On a busy weekend with the rooftop area open, The Slice has 22 to 25 team members at work—double
the staff needed on a typical day but essential for the extra 75 guests the rooftop brings. The restaurant also relies on roles often not seen in a pizzeria: barbacks, a utility player for odd jobs (like grabbing ice), and two hosts to keep things moving. Meanwhile, online ordering apps have streamlined operations and quieted the ringing phone. Weekly management meetings keep communication flowing, and building a strong team culture creates a warm, inviting atmosphere for guests. After all, Baldassarra concludes, “It’s our people who make The Slice such a fun place to be.”
THE SLICE
The Slice doubles its staff during busy weekend nights as part of a larger strategy to ensure a fun, smooth guest experience.
SALUTE TO THE SENIOR CLASS
Elvis Presley was still a high-school unknown when Leona Pianetto Molinaro Szemla opened the first Leona’s Pizzeria & Restaurant location in Chicago’s Lakeview neighborhood. On August 14, the old-school Italian eatery, which was featured in PMQ’s September 2025 Pizza Hall of Fame column, celebrated its 75th anniversary with a one-day event serving personal pies for 75 cents at all four locations—for VIP Rewards members only. But current owner Billy Marino went a step further. He also showed his gratitude for those longtime customers who have supported Leona’s from the very start, offering a free full-size pizza to the first 75 guests age 75 or older, no loyalty membership required. It’s almost unheard of in the pizza business: a gesture of appreciation to today’s senior citizens who first helped make Leona’s a success—and who introduced the restaurant to their kids and grandkids decades ago. Even as he’s modernizing the concept, including recently opening a new store with a drive-thru window in McHenry, Illinois, Marino has demonstrated his commitment to Leona’s entire community, honoring a key demographic that typically gets forgotten by restaurant marketers. “Celebrating 75 years is an incredible milestone,” Marino says, “and it’s all thanks to the generations of loyal guests who have supported us through the decades.”
PIZZA FOR THE PONTIFF
When Cardinal Robert Prevost, a Chicago native, became Pope Leo XIV earlier this year, Aurelio’s Pizza, headquartered in Homewood, Illinois, wasted no time reminding the world he’s a longtime customer. That connection turned into global PR when the pontiff received an Aurelio’s pie delivered straight to the popemobile in Rome. The stunt wasn’t Aurelio’s idea but the brainchild of Leo’s young Catholic fans. Armed with a frozen Aurelio’s pie, 22-year-old Madeline Daley of Cincinnati packed it in dry ice and carried it overseas. As Pope Leo greeted the faithful in St. Peter’s Square, Daley waved the box and a sign reading, “We Have Aurelio’s Pizza.” Leo eagerly dispatched a security agent to accept the gift. In a video that went viral, he was seen grinning and flashing a thumbs-up. According to his brother, Leo later polished off the whole pie. For Aurelio’s, the holy handoff was manna from heaven. The chain has renamed its pepperoni pizza the “Pope-erroni” and dedicated a “Pope’s Table” in its Homewood store. Now, its papal connection is enshrined in pizza lore.
MAEGAN
MARTIN
To honor the seniors who made Leona’s a success over the decades, the brand offered free pizzas to guests age 75 or older for its 75th anniversary.
LEONA’S PIZZERIA & RESTAURANT
Photographer Maegan Martin was on the spot with her camera as Pope Leo XIV gratefully accepted an Aurelio’s pizza offered by his fans.
MotoMania!
Once known for his madcap Instagram antics, Gibran Fernandez is putting his food front and center these days—and will nearly double the footprint for Mr. Moto Pizza in the next few months.
BY RICK HYNUM | PHOTOS COURTESY MR. MOTO PIZZA
Gibran Fernandez, owner of Mr. Moto Pizza, is through clowning around.
The social media virtuoso built his six-location brand, based in San Diego, around an oversize black mustache, loose-limbed dance moves and a goofball persona. But he’s far more serious about the pizza making craft—and the pizza business—than he seems. He takes it so seriously that, for the most part, he’s stashed the wacky ’stache that endeared him to his 17,000-plus Instagram followers for years. The “Mr. Moto” character, wildly colorful and over-the-top funny as he is, has served its purpose. Mr. Moto, the pizzeria, has evolved into something else entirely.
Yes, the marketing tone is still lighthearted, and that mustache still features prominently in the caricature-style logo on every pizza box. But Fernandez has bigger and better things in mind for Mr. Moto Pizza, which is poised for rapid growth in the coming months. As its founder and driving force, he might be known for delivering pizza in his jammies and a bathrobe (for Wear Your Pajamas to Work Day in 2024) and the lavishly produced “Mr. Moto Pizza Holiday Musical” (which promoted online ordering with a polished song-and-dance number). But the real creativity happens in the kitchen. And that’s where he’d rather be, anyway.
After all, Fernandez has developed an artisanal menu that was inspired by the best pizzerias in New York while holding true to his West Coast roots and passion for experimentation. He’s proud of his food. And he has the growth mindset of a business major—that’s his college degree—who won’t slow down until he has conquered his corner of the vast, sprawling West.
Stopping the Scroll
PMQ Pizza caught up with Mr. Moto Pizza during a transition period for the brand. The company first earned our attention in early 2024 with its imaginative Reels and TikTok videos: sci-fi adventures like “Pizza Hunter,” featuring a leather-clad, gun-toting heroine who rescues the hapless Mr. Moto from interstellar baddies, or a catering promo that brings together a band of ravenous Vikings for a pizza feast.
More recently, Fernandez has dialed back the silliness, linking directly to customers’ taste buds rather than poking their funny bones. Instead of dancing a merry Christmas jig in a bow tie and beret, he’s more often seen these
days guiding fans through the pizza making process—weighing the shredded cheese, counting out the whole-milk mozz slices (exactly 15), crisping up wings in the oven, measuring dough temperature, and showing off his sauce with juicy tomato chunks spread to every pie’s edges.
“I wanted to make it less gimmicky,” Fernandez says. “I’m seeing other pizzerias do what they’re doing, I see the following that they have, and I think I need to focus on our food. I can still be
Mr. Moto, but I don’t think I need to be [fighting battles] on spaceships and coming up with characters like Bad Pizza George, or having people throw food at me and eating it like a dog. I think it’s hilarious, and it’s different, but I don’t think it’s really going to impact my sales or bring more people in. I needed to redirect the focus onto something more tangible than just me, you know, being a funny dude.”
When Fernandez launched Mr. Moto Pizza in 2015, he’d already banked five years of experience working at a pizza shop owned by his uncle. Fernandez had big dreams for that restaurant—bigger than his uncle’s—so when the opportunity to purchase and rebrand an existing New York-style pizzeria in Pacific Beach came along, he jumped on it.
“I never thought I was going to be in the pizza business,” he recalls. “It
Making pizza wasn’t a passion for Gibran Fernandez until he discovered his natural talent for the craft.
was never a passion of mine. But the more I learned about it, the more I became intrigued about how I could make pizza better every time. It’s funny how that works. It’s become very much a passion now, and I’m very excited, day in and day out, to make it better.”
Fernandez’s mother helped him buy that first store, and both of his parents, along with his brother, pitched in to get it off the ground. Fernandez toured the New York pizza scene and taught himself the style’s particulars. Meanwhile, he set out to build a captivating, uniquely funky brand through his digital channels. For that, he needed a memorable character that would stop the scroll. Hence, the outlandish Mr. Moto was born. He’s a far cry from your runof-the-mill pizzeria mascot.
“I wanted to make it less gimmicky….I need to focus on our food. I can still be
Mr.
Moto, but I don’t think I need to be [fighting battles] on spaceships and coming up with characters like Bad Pizza George.”
Gibran Fernandez, Mr. Moto Pizza
“Everybody has that typical Italian character, so I thought, what could be better than the actual owner— me—being Mr. Moto? And, you know, I consider myself humorous at times,” he wryly adds. “So maybe I could play the part. I grew the mustache and the sideburns, put on the golf hat and became Mr. Moto. We started doing big-production videos and very well-thought-out marketing, entertaining people with our content and shining some light
on our stores. And we kept doing it for many years, and we’d see more likes and views every time.”
In that respect, Fernandez was ahead of his time, capitalizing on the cinematic potential of social media marketing at a time when most pizzerias were still posting food pics and leaving it at that. But he knew a wild and crazy character could only take the brand so far. Comedy creates buzz, but it’s superior food that keeps guests coming back.
Once known for his comedic marketing videos, Fernandez now uses social media to show followers how their favorite menu items are made.
Stuffed Knots and Whatnot
And Mr. Moto Pizza’s food is what Fernandez loves to talk about. His Stuffed Knots, for example, which are more akin to croissants—soft on the inside, crispy on the outside—and create his own twist on standard garlic knots, minus the twisted knots.
He hit upon the idea of stuffing garlic knots with bonus taste and texture nine years ago. One variety features pepperoni and jalapeños, and another boasts spinach and ricotta. He tested them on the menu and scored a hit. “Suddenly, people were ordering and ordering them,
“[The Stuffed Knots] are probably our most ordered item. Just imagine spinach, ricotta and mozzarella on the inside. The dough is proofed for 48 hours, so it’s soft as a pillow. You wrap them up and bake them to perfection.”
Mamma Moto (burrata, truffle oil, parsley and cherry tomatoes), plus red pies like the Mission Blvd. (spinach, roasted tomatoes, garlic, artichokes and caramelized onions) and the Rocky Mountains (meatballs, ricotta, spicy honey and chili oil).
and they were loving them. Now it’s probably our most ordered item. Just imagine spinach, ricotta and mozzarella on the inside. The dough is proofed for 48 hours, so it’s soft as a pillow. You wrap them up and bake them to perfection. We flip them to the side so they’re evenly cooked. Then we sauce them with a mix of extra-virgin olive oil, parsley, garlic and rosemary. On top of that, we’ve got a housemade ranch that’s a home run, too. Put them together, and it’s just a blast of flavor.”
The same can be said for the 11 specialty pies on the menu, including white pizzas like the
Another top seller is the Piece of Art, Fernandez says. “It’s like a more innovative or modern way of doing slices,” he notes. “We garnish them after they’re reheated. It has pepperoni, then we top it off with burrata. We put on shaved Parmesan and basil, and, at the end, we’ll add a drizzle of spicy honey. It’s very fresh, lots of flavors— you get the salty taste from the pepperoni, a little sweet heat from the spicy honey, and the creaminess from the burrata. Then it starts to melt with the heat of the cheese on the bottom, and it’s something that’s more out-there, more unique. And that’s what Mr. Moto is always trying to do.”
Gibran Fernandez, Mr. Moto Pizza
Always Quirky, Never Cookie-Cutter
Fernandez is always trying to expand Mr. Moto’s footprint, too, although that’s becoming more of a challenge lately. He planned to open four new stores this year—two in Irvine, one in Orange and one in Costa Mesa—but red tape has slowed him down. He also plans to open another location in San Diego soon.
Every store is company-owned, he points out. “I had two franchisees, and I did not like the experience with them. So, moving forward, I’ve just decided to grow internally so I can have more control.”
Above all, Mr. Moto Pizza must never feel like a corporate brand, Fernandez adds. Every current location has its own personality, aside from the brand’s core elements. Always quirky, yes, but never cookie-cutter. He hates cookie-cutter. “When people
“As a realistic goal, if I can get 20 more locations in the next 15 years—which I think is possible—I think I’d be ready to sell at that point.”
Gibran Fernandez, Mr. Moto Pizza
think [Mr. Moto is a franchise company]—which some already do, unfortunately, because they know we have so many locations—it sucks and hurts your credibility.”
Mr. Moto started as a neighborhood pizzeria, and a neighborhood pizzeria brand it shall remain, no matter how many neighborhoods Fernandez moves into. “The signs, our pizza displays, and our menus are always going to look the same. There has got to be some structure. But can I play with different tile colors? Yes. Can I play with the furniture a little bit? Yes, why not? Can I play with [artwork for] the dining room walls? Yeah, it
keeps my creative juices flowing— as long as it fits that Mr. Moto feel and the experience that I want to maintain.”
At the same time, ensuring consistency in the food’s quality from store to store is a must. Every station in every kitchen has printed guidelines for weighing and portioning key ingredients like dough, cheese and sauce. “It’s either by weight or it’s a count,” he says. “For example, the fresh mozzarella is a count—10 or 15, depending on the pizza size. There’s also a garnishing guide that explains exactly how many lines of honey drizzles we need, how many basil leaves per
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slice, how much marinara, and whether it’s a half scoop or a full scoop of burrata. We make sure that the delivery of our product is always on point.”
Assuming all goes according to plan and permits finally get approved, Mr. Moto will soon boast 11 stores in Southern California—nearly doubling its footprint in a few months. And Fernandez is just getting warmed up.
“I do eventually want to retire,” he says, “and I do want to build it out to sell. As a realistic goal, if I can get 20 more locations in the next 15 years—which I think is possible—I think I’d be ready to sell at that point.”
Until then, Mr. Moto Pizza will remain, at its core, a Fernandez family affair. “It’s a 100% family business, but the dynamic has definitely changed,” he says with a grin. “When we first opened, both my mom and dad were more involved in the sense that they would help me out in the operations. My dad would help me wash the dishes, and my mom would make the salads. But now they’re both in the dining room, just talking to people and having some beers…playing the part of Mama Moto and Papa Moto.”
Hynum is PMQ’s editor in chief.
Rick
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Ispirazione Italiana
What's my Italian Inspiration? It’s passion for the pizza business. I’m hands-on in the kitchen, but I also handle the office work—and I love both roles. I have to balance my drive to create the best pizza with my goal of running successful restaurants. Galbani® helps me do both. When I switched to Galbani cheese, I got the same quality and flavor as the more expensive brand. That’s delicious pizza and smart business. —Rico Lunardi, Owner, Slice on Broadway Learn more at GalbaniPro.com
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Crush How to Your Next Collab
Whether you’re partnering with a local product or restaurant, an influencer or a nonprofit, collaborations command attention. Here’s how to make yours a success.
BY TRACY MORIN
ARE YOU TAKING ADVANTAGE OF PARTNERSHIPS with noncompeting restaurants, influencers, nonprofits or other local businesses? If not, you’re missing out on whipping up memorable experiences—and potentially major buzz.
Get started here with a step-by-step outline of the process— gleaned from two pizzerias who have found repeated success by tapping into this creative marketing move.
Emmy Squared teamed up with Dos Hombres—a mezcal brand founded by Breaking Bad stars Bryan Cranston and Aaron Paul—for a limited-time menu with four customcrafted cocktails and two new food items.
Step 1: Find the Right Match
The 29-location Emmy Squared Pizza, now headquartered in Nashville, Tennessee, has sought recent collaborations that “create bold and meaningful experiences,” explains Sergio Pérez, SVP and head of marketing. “Each one gave guests a new reason to visit, talk about us and experience our menu through a different lens.”
Successful collabs have included:
• Dos Hombres (by Bryan Cranston and Aaron Paul): A limited-time summer menu paired smoky mezcal with complementary flavors for cocktails, pizza and a shareable plate.
• BERO (by Tom Holland): Exclusive pizza, burger and nonalcoholic beer kits were assembled for shipping nationwide.
• Spirits of Alchemy: A bar collab elevated the Emmy Squared beverage program with complex, herbaceous pairings that were easy to execute for bartenders.
Pérez notes that inspiration starts with customers. “We look at what they’re drinking, how they’re discovering new flavors and where culture is moving,” he says. “From there, we identify brands that share our vision of using high-quality ingredients that are crafted to elevate the food and beverage experience. We’re intentional about working with brands that help us create something differentiated. For us, a successful collaboration isn’t
about clout—it’s about creating a moment worth coming in for, posting about and remembering.”
Meanwhile, Chicago-based Giordano’s, with nearly 60 locations, has run collaborations with Buona Beef, Caruso Provisions, Weber Grill Restaurant and Rainbow Cone within its new Chi-Town Flavors collaboration series. “Our goal for this series is to celebrate the incredible and diverse range of iconic foods from Chicago,” explains Daniel Gilland, director of e-commerce. “We were looking for brands whose product could either be used in a Giordano’s deep-dish pizza (like our Italian Beef Deep Dish collaboration with Buona Beef) or makes a great complement to pizza (like quarts of Rainbow Cone ice cream shipped in the same cooler as Giordano’s pizzas).”
For Giordano’s, each collaboration has resulted from brainstorming about which “Chi-Town flavors” would bring a differentiated offering to customers, then starting a conversation with the brand to ensure the collaboration is a win-win-win—for both brands as well as the customer.
“For us, a successful collaboration isn’t about clout. It’s about creating a moment worth coming in for, posting about and remembering.”
Sergio Pérez, Emmy Squared Pizza
In another celebrity-brand partnership, Emmy Squared Pizza launched “Perfect Pairings” kits, which combined its Detroitstyle pizzas and award-winning burgers with Tom Holland’s BERO line of nonalcoholic beers.
Authentic Connections
Our experts underline the importance of authenticity for collabs that sizzle:
“Start with what your brand already does well. Then look for partners who can amplify it without compromising it. The most successful collaborations don’t feel like a reach. If a collaboration feels like a gimmick, it probably is. If it feels like a natural extension of your brand, you’re in the right place. The best collabs don’t always need to be with big brands—they need to feel authentic to your community and guest base. And don’t just look at menu fit—look for brand ethos alignment.” —Sergio Pérez, SVP and head of marketing, Emmy Squared Pizza
“Start small and pick one collaboration to learn from. Also, create a thoughtful collaboration that brings a truly unique and useful offering to the customer rather than simply looking for a collaboration with a mega brand because you think it will skyrocket sales. If the collaboration seems forced, it’s going to feel inauthentic—and that’s not helpful for either brand.” —Daniel Gilland, director of e-commerce, Giordano’s
“An ideal collaboration is where there’s a surprise-and-delight element for the customer, while at the same time, they still can look at the collaboration and feel like the partnership makes sense.”
Daniel Gilland, Giordano’s
Step 2: Nail the Logistics
Plan for thorough—and numerous—conversations with any brand or individual you want to team up with. Know your goals and limitations. Giordano’s, for example, wanted to develop collaborations that create value for all parties, are operationally feasible for nationwide shipping, expand the company’s total market and help grow sales.
Because many of Giordano’s e-commerce customers are ex-Chicagoans living elsewhere who still want to enjoy the city’s foods, “we emphasize our Chicago-centricity, not just with our own pizzas but also these collaborations,” Gilland says. “An ideal collaboration is where there’s a surprise-anddelight element for the customer, while at the same time, they still feel like the partnership makes sense.”
At Emmy Squared, each collab started differently: Dos Hombres and BERO began through personal and professional relationships, while Spirits of Alchemy was born from community crowdsourcing. “In every case, what began as product placement quickly evolved into full brand experiences,” Pérez says. “We developed exclusive recipes, invested in training, launched internal contests and built campaigns that included everything from media and social to in-store activation and PR. For BERO, we even built shippable kits to extend the reach beyond our four walls.”
The biggest challenge, Pérez says, is alignment. “Excitement can fade if the details aren’t locked,” he warns. “We’ve learned to invest up-front in clear communication, cross-functional collaboration and defined brand guardrails. That keeps everything moving. We’ve also learned to simplify. If the product or message requires too much explanation, it won’t translate at scale.”
Step 3: Build Buzz
Marketing, of course, is key to any successful collaboration— on both sides. Giordano’s drives the launch campaigns and continued promotional efforts, but the collaboration brands also play a key role by marketing to their own audiences. Both brands spread the word through their social media, emails and websites.
At Emmy Squared, team members are “the first audience,” Pérez says. “They’re the ones telling the story, table by
“Start with what your brand already does well. Then look for partners who can amplify it without compromising it.”
Sergio Pérez, Emmy Squared Pizza
table, so we give them the tools and context they need to be confident. That includes product training, tasting opportunities, and background on why the collaboration matters.”
Cross-functional teams are enlisted from the start— from culinary to operations to marketing—to build a sense of ownership throughout Emmy Squared. Several general managers, for example, helped develop cocktail recipes for both the Dos Hombres and Spirits of Alchemy collabs. “That ownership shows up in how they talk about the product,” Pérez notes. “Recognition matters, too. We run contests and shout out wins to keep energy high across both front and back of house.”
Step 4: Track the Rewards
Following this outline for collaborative success, you should see positive sales results—and many more upsides. “We saw lifts across the board: Sales, transactions, website visits, email capture and social
engagement all trended up,” Pérez reports. “Each campaign also brought in new followers, new media coverage, and new guests who discovered us through the collaboration. But more than metrics, these partnerships created momentum. They gave our team something to rally around and gave our guests a reason to come back.”
Gilland agrees that benefits extend far beyond the bottom line. “The consistent benefit across these collaborations is the ‘new news’ that we’re bringing to our customers and non-customers,” he says. “That’s accomplishing a couple of things: certainly driving traffic to our site to purchase the collaboration packs, but just as importantly, reminding customers of Giordano’s and staying top of mind. It might be a social media post or email about a collaboration that brings the customer to our site, but they end up purchasing something else— today or a month down the road. As we measure the success of these collaborations, we’re using a wider lens than strictly the sales of that individual collaboration.”
However, resulting sales are no slouch: Bolstered by Windy City collaborations, Giordano’s has seen “fantastic growth” in its e-commerce business, with 2024 as a record year and a new record on track for 2025. “And most of these collaborations will continue to live on our site for an extended time,” Gilland adds, “which allows us the ability to evolve the product assortment over time as we learn what resonates best with customers.”
Tracy Morin is PMQ’s associate editor.
With the goal of celebrating iconic Windy City foods, Giordano’s partnered with Buona Beef to create the Italian Beef Deep Dish pizza for its Chi-Town Flavors collaboration series.
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LESSONS MAJOR FROM THE
Six top chain execs outline how to face and overcome operational challenges in these difficult economic times—lessons that even smaller independents should learn from.
BY TRACY MORIN
THINK YOU HAVE NOTHING IN COMMON with the big chains as a small independent pizzeria? It’s easy to believe chains—with their mega marketing budgets, hundreds of locations and advanced technology—are running a different business altogether. But massive brands (and their franchisees) face a lot of the same challenges that independents do: finding, training and retaining top-notch employees; establishing effective leadership and culture; and innovating within menus, technology and marketing.
PMQ recently tapped six bright minds from two national chains to share their best practices and suggestions for succeeding in the competitive pizza industry right now, plus predictions for where we’re headed next. Borrow some of their most valuable ideas to boost your competitive advantage.
MAJOR CHAINS
Employee Retention and Training
Sanders: We’ve found success by focusing on what really matters to today’s workforce: flexibility, recognition and purpose. It starts with creating real pathways for growth and visibility for team members across all roles. When employees understand there’s a future within the organization, they show up with more pride, purpose and long-term commitment.
Today’s team members, especially Gen Z, are looking for more than just a paycheck. They want to feel part of something bigger. They want transparency, fairness and a culture that reflects their values. That means open communication, respect, flexibility and a genuine path forward. We aim to equip our franchisees with the tools and resources to create an environment where team members feel seen and heard, because when you invest in people, the business grows alongside them.
Leadership and Culture
Sanders: Simply stating you have a “strong culture” doesn’t take a brand far enough anymore. It can no longer be a half-thought-out idea or put on the back burner; brands need to apply culture as a strategic focus. Managers are the frontlines of our culture. They have the power to inspire, develop and retain top talent—or to drive people away. We train managers to create workplaces where team members feel valued, respected and motivated. That includes practical training on coaching techniques, conflict resolution and recognition, but also leadership development on topics like empathy, active listening and accountability.
We encourage franchisees to empower managers to lead by example and to create a sense of purpose for their teams. We also encourage leaders to engage with team members beyond just tasks and checklists. Whether it’s recognizing a crew member’s extra effort during a rush, supporting their career goals or just checking in on their well-being, those moments build trust. When people feel
OUR EXPERTS
“Today’s team members, especially Gen Z, are looking for more than just a paycheck. They want to feel part of something bigger. They want transparency, fairness and a culture that reflects their values.”
Rod Sanders, Marco’s Pizza
genuinely cared for, they’re far more likely to show up and give their best.
Menu Engineering
Kennedy: Limited-time offers are a powerful tool in our innovation strategy; they allow us to move with speed, test bold concepts and bring excitement to the menu without overhauling our operations. The Fiery Flavors Menu LTO is a great case study in trend leadership. We recognized a whitespace in the category: While heat had been explored through sauces or toppings, no one had reimagined spice through the cheese itself. Our team
Ben Halliwell senior VP of digital marketing
Marco’s Pizza Toledo, OH
Kathleen Kennedy director of culinary innovation
Marco’s Pizza
John Meyers COO
Marco’s Pizza
Milton Molina senior VP of store technology
Marco’s Pizza
Jeff Rinke VP of marketing and product development
Hungry Howie’s Pizza, Madison Heights, MI
Rod Sanders senior VP and chief people officer
Marco’s Pizza
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•
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“We
aim to introduce menu items that are simple to implement and require minimal new ingredients. Rule of thumb:
Don’t bring in more than one to two [additional] SKUs.”
created a first-of-its-kind spicy cheese blend featuring Monterey Jack, jalapeños, habaneros and Carolina Reaper peppers. It wasn’t just trend alignment—it was a category innovation. And it worked:
• 25% of Fiery Flavors buyers were new to the Marco’s brand.
• It drove nearly 7% of all orders during the LTO run.
• Repeat customers returned at rates 2.5% higher than average.
That kind of performance shows what’s possible when innovation is grounded in culinary creativity and business strategy. At the same time, we recognize that value and versatility matter more than ever, especially in an uncertain economy. Families are looking for meals that stretch further without sacrificing flavor. That’s why we continue to introduce bundle deals like our LTO, Marco’s More Menu, hearty shareables and flexible offerings that give customers both variety and value.
Rinke: At Hungry Howie’s, we aim to introduce menu items that are simple to implement into the system and
Jeff Rinke, Hungry Howie’s
require minimal new ingredients. Rule of thumb: Don’t bring in more than one to two [additional] SKUs. Every new item is run through a food cost analyzer, so we know how much it costs to make, and we price accordingly and competitively.
I try to stay on the cutting edge, bringing in items that are different, even a little controversial. One recent example: the Pickle Bacon Ranch Pizza. It only required us to bring in pickles—a single, low-cost SKU with great shelf life. My goal was to bring in an LTO that generated some controversy and created buzz. Like pineapple on pizza, pickles stir debate. I pitched it to our marketing advisory council knowing it might not be a top seller, but that wasn’t the goal. The result? It was a home run. It sparked major social media buzz and ended up exceeding expectations.
We’re always experimenting—every Wednesday is test kitchen day. We also stay very close with our suppliers and meet with their executive chefs five to six times a year. We collaborate and enjoy pizza recipes they’ve created based on research trends they’re seeing. We discuss and analyze possibilities, with a caveat that whatever new item we introduce to our consumers
“The Fiery Flavors Menu LTO is a great case study in trend leadership….While heat had been explored through sauces or toppings, no one had reimagined spice through the cheese itself.”
Kathleen Kennedy, Marco’s Pizza
always makes sense operationally to our franchise owners. A trend isn’t worth pursuing if it complicates store execution.
On the flip side, we learned a valuable lesson when we launched two new pizzas at the same time, Pickle Bacon Ranch and Backyard Burger (ketchup/mustard base, cheddar-mozzarella blend, hamburger, onions and tomato). Individually, they had strong flavor profiles, but together, they competed for attention. Pizza is communal food, and when people want to try something new, they usually try just one at a time. From that, we learned not to launch multiple new items simultaneously.
Marketing
Halliwell: Today’s consumer is constantly scrolling, so we focus on delivering bold, engaging content that stops the scroll but also speaks directly to what they want in the moment. Whether it’s showcasing a hot, cheesy pizza during lunchtime or promoting a deal during a major sports event, our goal is to be where our guests are with messaging that connects. We use data and realtime insights to personalize outreach across platforms to ensure we’re hitting the right person with the right message at the right time.
Our most powerful tools are digital and performancebased: paid search, promotions, email marketing and local store marketing. Ultimately, it’s not about one channel; it’s about building a connected ecosystem that keeps Marco’s top of mind and one click away.
Investing in Technology
Molina: As we look ahead, the must-haves for restaurant tech in 2025 are all centered around one thing: efficiency that enhances, not replaces, the guest and team member experience. It’s not about chasing every new gadget or platform; it’s about smart, integrated solutions that solve real problems inside the four walls and in the digital storefront.
Other must-haves for 2025? Data-powered personalization, AI-assisted labor forecasting and frictionless payment options. Whether it’s using predictive analytics to prep the right amount of dough or surfacing upsell opportunities in real time, the goal is to let technology quietly do the heavy lifting, so the team can focus on great food and service.
“As families remain cost-conscious, brands that offer bundled value meals and quality ingredients without sacrificing speed or ease of access are seeing a real advantage.”
John Meyers, Marco’s Pizza
Industry Assessment and Predictions
Meyers: As families remain cost-conscious, brands that offer bundled value meals and quality ingredients without sacrificing speed or ease of access are seeing a real advantage. Delivery and carryout are still dominant, and operational simplicity is crucial. For the remainder of the year, I expect brands to focus on refining the customer experience through loyalty, tech integration and efficient operations, as well as a renewed focus on driving engagement across all day parts, rather than chasing over-the-top innovation.
In the next three to five years, I expect significant acceleration in digital transformation. Brands that build flexible footprints, invest in back-end systems, and streamline ordering and fulfillment will outpace others. We’ll also likely see more expansion into nontraditional venues, and smaller, modular store models designed to serve off-premise traffic efficiently. Looking 10 years ahead, automation and AI will play a bigger role in predictive operations and labor management, while data will increasingly shape everything from marketing to menu development.
The landscape is evolving rapidly on two fronts: consumer expectations and operational demands. Customers want faster, easier, more personalized experiences, and they don’t want to pay a premium for it. Meanwhile, operators are being pushed to do more with less: less space, less labor and tighter margins. That’s pushing the industry toward smart investments in technology, more strategic real estate decisions, and simplified menus that drive both speed and profitability. The future will reward those who listen closely to their customers and adapt quickly with the right infrastructure to support scalable growth.
Editor’s note: Answers have been condensed and lightly edited for clarity. See the full Q&A at PMQ.com/lessons-from-the-chains.
Tracy Morin is PMQ’s associate editor.
Secrets
The Secrets Crumb Structure of
In a recent chat with PMQ Pizza, master baker and instructor Michael Kalanty shared the many factors that affect a crust’s crumb structure— and how they work.
TEXT BY MICHAEL KALANTY
PHOTOS BY VITO RECCHIA, BELLA NAPOLI PIZZERIA & RESTAURANT
WHAT IS CRUMB STRUCTURE? Let’s limit our discussion to the crown of the dough, or the corona—the ring of crust around the outside. Underneath the sauce, there’s also crumb structure, but that outside part is what Instagram often showcases: the cross-section with the webbing, the strands of gluten, versus how much air is in there. That is crumb structure.
You can have a tight, even, uniform crumb structure, where all the little air cells are pretty much the same size. Or you can have a very open, wide crumb, where you have maybe four or five large holes and then thin, diaphanous strands of dough webbed through it. Your crumb structure can be anywhere on that continuum.
A Matter of Style
Some pizza styles are going to be more suited to an open crumb structure, like a Neapolitan. But that’s not what you would want in a deep-dish or Detroit-style pie; there, you want a crumb structure in which the air cells are generally smaller and more uniformly distributed.
When you put dough through a sheeter, you are deflating and compressing the air in that dough, which is ideal if you want uniform structure, with small holes all the way across. This is better for those pizzas where the toppings go close to the edge. In Rome, for example, they make a pizza that’s rolled out with a rolling pin, so that you get a uniformly cooked bottom of the pie.
The New York-style pizza works that way as well— because when you pick one of those slices up, you want to be able to fold it without it drooping down at the end. The only way to do that is to have a uniformly baked crust. When all the holes are uniform, it bakes flat on the deck and uniformly absorbs heat.
A lot of people want a very open crumb structure—like a ciabatta, where you cut into it and there are big, beautiful air spaces. These air cells are called alveoli, and they’re so good because that’s where the flavor and aroma molecules live. The yeast dies off in the heat and is giving off its last surges of carbon dioxide, expanding, so any of the flavor benefits that the baker has created in fermentation are housed in those expanded cells. Cutting into the air pockets, you’re letting all of that aroma loose, and the flavor has permeated into the cell wall itself. That’s one of the advantages of an open crumb—it releases a lot of aroma when you first cut into it.
When you’re hand stretching the dough, like in the New York style, even if you have a uniform crumb structure in your dough itself, you’re forcing air out to the edge and thinning out the middle. Once you put the toppings on, the air on the edge is going to raise that corona more.
Crumb Contributors
For probably 75% of the pizza styles out there, you want a highprotein flour, from 12% to 14%. For a more open crumb, you also want a spring wheat, as opposed to a winter wheat. For a more uniform crumb, or a bready kind of chew, select a winter wheat.
The oven is also going to help create your crumb. With the Neapolitan style, you develop larger air cells because of the way you develop the dough. Those “leopard spots” on the crust’s bottom are like those big air bubbles that you see in the crust edge. When you have a large air cell and you press that dough against a hot oven floor, the areas around that cell pull away.
The higher the heat of the oven, the more lift you’re going to get in the corona. The other factor would be the balance of heat between the deck and the ceiling.
audio A-peEL
Conversations with pizza people. For pizza people.
Meet the Pizza Community's leaders and rising stars in our twice-a-month podcast. Past guests include:
Tony Gemignani Juan G. Pérez Janet Zapata Joey Karvelas Laura meyer
“It’s good
to make mistakes, to see what you did wrong and see why things act the way they do. Then you can observe and tweak from there.”
Vitangelo Recchia, Bella Napoli
Pizzeria & Restaurant
Vitangelo Recchia: “It’s Good to Make Mistakes”
Chef Vitangelo Recchia, a U.S. Pizza Team member and owner of Bella Napoli Pizzeria & Restaurant in Port Charlotte, Florida, knows his way around a crumb structure: At his business, the master pizzaiolo offers Roman, Sicilian, Grandma pan, stuffed, New York and Detroit styles. He also won second place in the Pizza in Teglia category at this year’s World Pizza Championship and earned the highest score among all U.S. competitors at that event.
Still, Recchia’s not afraid to learn the hard way— and, in fact, credits those missteps for making his dough game stronger. “There are little tricks of the trade that people learn, and they find out themselves by making mistakes,” Recchia explains. “It’s good to make mistakes, to see what you did wrong and see why things act the way they do. Then you can observe and tweak from there and all that fun stuff. It’s part of the art and the experience—making mistakes is what’s going to make you better.”
That’s something that the pizza chef needs to experiment with in his or her own oven. For non-Neapolitan styles, something in the low-600° ranges—like 580° to 630°— can be a sweet spot for getting a lot of lift in the dough without the top burning.
Fermentation really makes a difference in the crumb structure, too. When you want an open crumb, you need to ferment the dough longer: 36 hours, 48 hours or even more. In the fermentation, the gluten starts to break down. The enzymes in the dough make it more extensible, so it can be stretched more without snapping back. That contributes to a better rise in the corona. When you ferment a 14% protein dough for 48 hours or 60 hours, you can stretch it out, and it won’t snap back. It’s going to rise, giving you maximum air.
The hydration is directly proportional to how large your air cells can be, but not how large they will be—that’s up to the pizza maker. For example, if you take a highhydration dough and put it through the sheeter, you’re not going to get a lot of air. The water allows the gluten to stretch more, and the water also turns to steam in the heat of the oven. So the more steam you have inside that dough, the more it’s going to expand those air cells.
A 75% hydration dough is going to expand more than a 60% dough, but you can’t handle them the same way. You can’t put a 75% dough through a sheeter; you need a low hydration to do that. But a higher hydration is great for hand stretching and tossing. Because you still want to be able to handle it, you probably want hydration to be in the 70s.
Find Your Sweet Spots
Only the pizza maker—and his or her customers—can determine what the best crumb structure is. You might see something on Instagram that looks cool. But maybe you don’t have that kind of oven, and you don’t have that kind of flour. Maybe you have customers who say, “I don’t even like Neapolitan pizza—why don’t you make a crispy pizza?”
There are so many different styles, so it’s really a question of what style of pie you want to make. Then, with that style of pie, there is an ideal crumb structure that will give enough support in terms of how many toppings you’re adding, the oven you have, etc. Make your own decisions and play around with it!
Michael Kalanty is the owner of R&D Bakery in San Francisco, an author and a bakery product developer. His newest book, How to Bake Sourdough Bread: Fermentation, Starters & Formulas, will be released as an e-book in the fall of 2025. Visit MichaelKalanty.com for more information.
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 a week (Mondays, Wednesdays and Fridays)
• Moneymaking promotions from leading independents and chains
• Proven marketing strategies to boost your pizzeria’s sales
• Pizzeria success stories and expert insights
The Dojo of Dough
Here’s how Mike Pitera, owner of Pizza a Modo Mio, turned teenage apprentice Arabella Justice into a national champion at the California Pizza Challenge.
BY BRIAN HERNANDEZ
MOST PIZZERIAS HAVE THAT ONE KID WHO’S SPECIAL—wide-eyed, hungry to learn, and not yet jaded enough to know that pizza ovens can double as medieval torture devices in July. For U.S. Pizza Team member Mike Pitera, owner of Pizza a Modo Mio in Charleston, South Carolina, that kid is 17-year-old Arabella Justice. And at this year’s California Pizza Challenge, sponsored by REAL California Milk at the California Restaurant Show in Anaheim last August, she stepped onto the competition mat like Daniel LaRusso at the All Valley Karate Tournament. Then she crane-kicked her way to the winner’s podium in the Young Pizza Maker category.
Think of Pitera as the Mr. Miyagi of the pizza world, minus the bonsai trees. Her big win wasn’t just a personal milestone for Justice herself; it was proof that patient mentorship, trust and a competitive spirit can take a teenager from mopping the make-line floor to national acclaim.
For Pitera, seeing his protégé win a national contest was an unforgettable moment. “It’s honestly surreal—her curiosity, her determination, and that spark when she talks about pizza,” he says. “Watching Arabella step onto a competition stage at such a young age and succeed is not only rewarding as a mentor, but also emotional, because I know firsthand how much courage it takes.”
Pitera’s advice for mentoring young team members? “Teach them like someone once taught you. Let them know it’s OK to make a few mistakes along the way.” He believes in passing down wisdom with trust and celebrating every win, big or small. Over time, the skills and confidence will come. “Competitions teach resilience, teamwork and how to handle pressure,” he says. “Win or lose, young pizza makers walk away with new skills, new friendships and the confidence that they can hold their own on a big stage. That’s a lesson they’ll carry for life.”
Not to be outdone by his protégé, Mike Pitera won the Best Traditional Sauce category.
Young pizza makers shared the spotlight with USPT veterans at the California Pizza Challenge. Pictured (from left) are Rico Lunardi, Kieran Ronquillo, Tore Trupiano, Arabella Justice, Mike Pitera, Quentin Burtner and David Sommers.
THE GALBANI PROFESSIONALE PIZZA CUP
Get ready for 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 Championships, competing side by side with the members of the U.S. Pizza Team!
gets an opportunity like that, they realize they’re a valued part of the team. That kind of investment makes them want to give back to the business.”
Of course, not everyone’s ready to step into the ring. Pitera selects his competitors carefully. “I look at dedication, growth and attitude. Competitions are both an opportunity and a responsibility, so it’s important to choose someone who’s committed. Yes, it’s a reward, but it’s also a way to nurture potential.”
And nothing inspires the rest of the crew like seeing one of their own win. “Her success lit a fire under the whole team,” Pitera says. “Now others are asking, ‘When’s my turn?’ And that drive is exactly what helps us all grow together.”
Pizza Glory and the Power of Publicity
After Justice’s victory, the excitement continued back home. “It’s put us on the map in a new way,” Pitera notes. “People aren’t just talking about our pizza. They’re also talking about the culture we’ve built here. Arabella’s win shows that we’re not only passionate about serving great food but also about growing talent.”
The local press picked up the story, customers turned out to congratulate Justice, and suddenly Pizza a Modo Mio is viewed as a training ground for champions. “It created a buzz that felt bigger than any ad campaign we could have run,” Pitera says. “We showcase it proudly on social media, in-store and through collaborations. Sharing behind-the-scenes moments from the competition really connected with our audience.”
Aside from a huge boost to Pizza a Modo Mio’s reputation, these competitions “give us stories that resonate with our community,” he adds. “It’s an investment in our people and our reputation. It keeps things fresh. When work feels more like a challenge you want to rise to—rather than just a shift to get through— employees stay engaged and motivated. When someone
Passing the Belt
Pitera gets a kick out of watching the next generation take the stage with confidence. “The pride comes from seeing Arabella stand tall and representing our shop, our city and herself with confidence. Knowing that I had a role in guiding her there is one of the best feelings I’ve had as an owner.”
Pitera went home from California with something else to feel good about, too: snagging the competition’s Best Sauce award. “That was a proud moment for me personally, but what made it even better was sharing the stage with Arabella. It showed the whole team, and our community, that mentorship and mastery can thrive side by side under one roof.”
For Pitera, the responsibility to invest in the next generation is non-negotiable. “If we don’t invest in young talent, we risk losing the artistry and passion that makes pizza what it is.”
So the next time a young team member asks to toss a pie, hand them the dough. With patience and practice, they could be tomorrow’s CPC Champs!
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.
Arabella Justice stayed laser-focused on her Chicken Fajita Pizza, which earned the respect of judges and fellow pizzaioli alike.
THE GOLDEN STATE SHINES BRIGHT AT THE CALIFORNIA PIZZA CHALLENGE
Congratulations to all of our champions at the California Pizza Challenge, sponsored by REAL California Milk! From classic pies to lightning-fast skills, these pizzaioli proved why California truly knows how to bring the heat.
Thank you to all of the 2025 event sponsors: REAL California Cheese, Marra Forni, The Pizza Tomorrow Summit, Grain Craft, MFG Tray, Lloyd Pans, California Gold and The Dairy Farmers of America. None of this would be possible without your support.
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
D’Arc’s Pizza
In the 1950s, Pietro D’Arcangelo Sr., an Italian immigrant with dreams beyond his coal mining job, made a down payment with his life savings ($727) on a building for sale in Windber, Pennsylvania. He and his wife, Nicolette, opened a grocery with upstairs apartments—but his first resident, Pearl Leonardis, changed the business’ trajectory.
“She asked my mom and dad, ‘Why don’t we make pizzas at lunchtime on Friday and sell them to the factory workers?’” says Pietro D’Arcangelo Jr., current co-owner of D’Arc’s Pizza. “All they had was a little kitchen oven. Mom baked in one apartment, Pearl baked in her oven, and I, as a child, ran pizzas between them and the shop. We couldn’t keep up. Then we decided to buy a pizza oven.”
In addition to square-cut pies inspired by Pietro Sr.’s home region, Abruzzo, other homemade delicacies grace the menu today: Italian wedding soup, homemade meatballs, focaccia bread, biscotti. Though the founder passed away in 1999, numerous family members, including Pietro Jr.’s five kids, brother and co-owner Bob, wife Sharon, cousin Cindy and others helped keep the business afloat.
Now Pietro Jr.’s daughter Erica is putting her own stamp on the business with modern-day marketing, from a website and podcast to
(Clockwise from top left)
Owner Pietro D’Arcangelo Jr. roasts San Marzano tomatoes; the business’ original 1960s Pepsi sign was restored and hangs outside D’Arc’s Pizza today; the D’Arc’s Pizza building is shown in the early ʼ80s; D’Arc’s Pizza started out as D’Arcangelo’s Market; founder Pietro D’Arcangelo Sr. (pictured in 1988) opened D’Arc’s Pizza in 1960.
BY TRACY MORIN
ATEOFPENNS YLVANIA
robust social media pages and a book (A Story About Pizza) detailing the founders’ journeys (plus coloring and children’s books). Her TikTok videos have gone viral, one amassing more than 64 million views. “I said, ‘I don’t wanna do marketing and social media—it’s not gonna help us much,’” Pietro Jr. recalls. “Now, I don’t know how we survived without it.”
Still, like his parents, who sold pizzas Thursday through Sunday (a schedule that stands today), wielding a cutthroat business approach was never the point. As D’Arc’s Pizza celebrates 65 years in 2025, Pietro Jr. continues to juggle a part-time job outside the pizzeria and regular trips to Italy for menu inspiration. “The shop is a passion, more about keeping the legacy alive, paying my staff well,” he says. “And if we make a couple bucks, great.”
Of course, that balance can bristle against the shop’s growing Internet fame, like when @pizza reached out to collaborate. “Our Instagram started blowing up,” Erica says. “My dad called and said, ‘Shut off the ad! We’re too busy now!’”
