Michael Shepherd is an interesting pizzaiolo.

As he explains on his website:

From humble beginnings as a delivery driver for a national chain to the owner of three independent pizzerias, he has over 20 years of experience in the pizza business. Growing his original pizzeria from a meager $2,000 per week to over $1 million dollars a year in sales in a town of only 8,000 and opening his newest pizzeria at the $1.2 million sales mark in a town of 13,000 with an advertising budget of nearly zero.

 

I interviewed Michael at the International Pizza Expo. He was getting ready to set up all of the games. He was busy with these tasks the entire Pizza Expo.

Michael Angelo Pizza

Michael is the owner of Michael Angelo’s, and is a founding member of the World Pizza Champions. He recently started a new pizza restaurant called 600 Downtown.

600 Hundred

Michael explained all the preparation needed for the World Pizza Games. He also spoke on several on several panels.

This is a great interview with one of the greatest World Pizza Champs.

Make sure you check out Michael’s new book:
Growing Pizza: How to Plant the Seeds to a Successful Pizzeria

International Pizza Expo 2013

Coming to Las Vegas for the Pizza Expo, brings back wonderful memories. The pizza, the products, and the people. There are some fascinating people here. The Pizza Expo is a wonderful celebration about pizza and the pizza business. While there are a number of workshop and events, there are also hands on pizza tasting, pizza making, pizza judging and pizza tossing. Make no mistake, Pizza Expo is aimed at the pizza professional.

Estimates are of crowds of over 7,000 attendees. The gathering is made up of pizza pros and those who support the professional pizza business. There are different types of flour, pizza ovens, all manner of pizza toppings, cheeses, pizza hardware and pizza software. If it is pizza business related, even remotely, you will find that item or service at the pizza Expo. From various bakeware,  to pizza ovens,  kitchen magnets, and pizza peppers.if you want it, you got it.

One of the very coolest additions to this years Pizza  Expo is the official International Pizza App. You can find out more about it at the official Pizza Expo Website.

Last time I was here I got to meet some amazing pizzaiolo. The Italian Crew was a personal high-light. This was an amazing crew of some the best pizza makers on the planet. They were sharing there wisdom, their expertise and their energy.

I learned some great dough techniques during my last visit. I discovered the gentle, yet firm touch of the master pizza maker. He was able to shape the dough into finished pizza shape with a few slaps and pulls.

Yes there were some dangerous pizza creatures:

For me the best part of the whole experience are the stories and tales about pizza and those who lovingly make pizza. Meeting Jonathan Goldsmith of Spaca Napoli was one of the most rewarding experiences. Jonathan is not only a gentle pizza spirit who is truly honored when you eat his pizza, but also a social activist, who creates significant change through his business.

Roberto Caporuscio of Keste Pizza and Vino in New York was there. He gave a lot of positive energy to the pizza making crew from Naples. As a matter of fact some of the pizza masters from Naples showed Roberto how to make pizza!

And what can I say about spending time with John Arena. John and his Cousin Sam founded Metro Pizza in Las Vegas. (FYI: you can see a video tribute I did for Metro Pizza, here.)

John is a pizza master who has taken it upon himself to be a pizza advocate to spread the joys, wisdom and enlightenment of making pizza. And yes I did say enlightenment. Making pizza is truly a spiritual experience.

John Arena, discusses pizza

I hope to keep you, updated on all the latest info of the 2013 International Pizza Expo

So stay tuned….

Whenever I leave Hawaii, (and of course return) there is only one airlines I use, and that’s Hawaiian Airlines. You can find out more about Hawaiian Airlines CLICK HERE.

Check out amazon for all of your on-line and offline needs.

John Arena  is both a student and a teacher of pizza.

John Arena contacted me several years ago explaining he had developed the first course about pizza to be offered at a major university.

Albert Grande and John Arena at the Pizza Expo.

The class is entitled: The Culture of Pizza.   

Here is the course description:

Course Description: A survey course on the history, culture and developing trends in the creation and production of pizza. The course includes, lectures, readings, ingredient analysis, production demonstrations and hands-on work with regard to the art and science of pizza-making.

Week 1: History of Pizza

A discussion of the evolution of pizza and related flatbreads from the ancient Greeks to the kitchens of celebrity chefs. We will discuss how historical events and migration have shaped pizza, where we started, where we are now, and where we may be headed. Class will be divided into three teams for final project.

Week 2: Napoli

Napoli is the birthplace of pizza as we know it. Discussion and hands-on demonstration of pizza as it is prepared in Naples. We will examine the approved standards of the VPN Italy’s governing body of pizza.

Week 3: Pizza Comes to the New World

An examination of pizza as it was prepared in New York’s Little Italy in the early 1900’s and how and why it has changed over time. Demonstration and practice of proper hand-crafting techniques.

Week 4: Dough Production

It all starts here. Basics of crust formulation. We will examine selection of ingredients, proper mixing and fermentation, and variations that will change flavor profiles and texture.

Week 5: Basics of Sauce, Cheese and Spices

We will sample and compare ingredients and learn to prepare a base pizza sauce. This class will also examine regional preferences and variations of the basic ingredients.

Week 6: In the Thick of It

Chicago Style Deep Dish, Foccacia, Stuffed Pizza and Calzones. We will examine the origins and elements of these pizza variations including hands-on practice of basic techniques.

Week 7: Pizza in the 21^st Century

An examination of multi-cultural influences and current trends in the pizza world including sample and discussion of pizzas with nontraditional toppings.

Week 8: Presentation of Final Projects

Each team will have 15 minutes to prepare the team’s Pizza Creation including a spoken explanation of the inspiration and rationale behind its development. Final written examination.

The mandatory text book used was: Everybody Loves Pizza: The Deep Dish on America’s Favorite Food

I was honored to be able to interview John. He is not only a master pizzaiolo, but also a wonderful person.

In the following interview john discusses:

• How he learned the pizza business
• His philosophy of creating a pizza community
• Why he pays his customers $25 gift certificates to visit other pizzerias
• His take on the kinds of regional pizzerias in the United States
• Why he takes his entire staff to visit Chris Bianco’s Pizzeria every year
• He offers incredible insight on Chris Bianco
• He gives great tips for the home pizza maker
• What is the one pizza tool you should “throw away” if you are making pizza
• How he created a College Class called The Culture of Pizza

This was a fascinating interview. You will discover tons of use information.

This interview is full of incredible pizza facts and insight, about John, his pizza philosophy, his relationship with his cousin, Sam, and more. 

You will be astounded with the amount of knowledge that John shares in this incredible interview. John Arena is a true Legend of Pizza

John Arena of Metro Pizza [ 42:54 ] Play Now | Play in Popup | Download (203)

How the Internet Changed Pizza History

Pizza has always been America’s favorite food. It’s been the subject of movies, books, and songs. Pizza is not only a food of sustenance, but for some has become an obsessive delight. And for many Pizza Fans, pizza is a sheer and utter passion. Pizza debate brings on an endless thirst for argument that cannot be easily quenched with just a slice or two.

People discuss their favorite pizzerias with the same emotionally charged energy as they would discuss politics or their favorite sports team. Pizza has become so entrenched into the culture that it is easy to forget, pizza was once simply peasant food. Pizza was for many years, enjoyed by the lower echelons of society, who could afford little else.
For most of Pizza’s long and romantic history, pizza was a regional dish. The great pizza in New York stayed in New York.

The inside secrets of the best New York pizza remained in the boroughs and neighborhoods where it was created. There would be an occasional newspaper or magazine article. Television and radio reporters would sporadically discuss pizza on regional and local venues. However, unless you visited New York, these inside pizza secrets remained mysteries to the rest of the country.

The pizza in New Haven stayed in New Haven. Frank Pepe began making pizza in 1925. Sally’s founded by Franks, nephew, Salvatore Consiglio, came into being a decade later. Modern Apizza, also in New Haven developed their own brick oven masterpieces. Up the road in Derby, Connecticut, Roseland Apizza had created their own brand of incredible pizza, independently of anyone else.

Most people outside of New Haven were clueless to the pizza being created there. This was true for most of the residents of the entire state. Most Connecticut residents had never thought of traveling to New Haven to eat pizza. And why would they? They had their own great pizza, or so they thought.

And so it had been across the country. State by state, region by region. From the East Coast to the Heartland. From the Deep South to the West Coast. From Chicago to Los Angeles. From Portland to Louisiana. Pizza made in that region stayed in that region. There was no cross over. No sharing of pizza ideas.

The only way you discovered regional pizza was by knowing someone who lived there or by traveling yourself to a particular area and searching it out. Other than that, pizza was regionalized remained hidden and undiscovered.
This was true not only of the United States but across the entire planet. Pizzerias in Italy, all of Europe and other continents hid their pizza secrets to all but the fortunate residents and random traveler.

However, things were about to change. Enter the great game changer. The Big Kahuna of Information was about to turn regionalized pizza into a global point of argument and dialogue.

The floodgates of the great pizza symposium were opened. The Internet was the single biggest catalyst to educate, inform and open the debate of how to make pizza and where to find great pizza. The earth had truly become a global village of pizza. Now various countries, regions cities and towns were able to showcase their own marvel of pizza.
Slowly at first, websites were created. Here and there pizza was discussed. Pizza making secrets were shared. People became aware of pizza in other areas. Pizza Forums and blogs picked up the banner. And today you will find hundreds and hundreds of pizza related websites, blogs and discussion forums. All of these information portals share insights and knowledge about pizza.

Finally pizza lovers across the globe had a common voice. Pizza was given a common arena of deliberation and examination.

And we are just getting started. More pizza blogs and websites are created daily. All with their own unique pizza perspective, individual recommendations, pizza picks and pans. The pizza debate continues.
I don’t want to discount the many books on pizza, which assisted in the process of promoting the joys of pizza. Certainly, Peter Reinhart’s American Pie: My Search for the Perfect Pizza
fueled the fire of pizza information. Ed Levine created a master piece with Pizza: A Slice of Heaven: The Ultimate Pizza Guide and Companion
. Penny Pollack and Jeff Ruby with their pizza tribute Everybody Loves Pizza: The Deep Dish on America’s Favorite Food
made a huge statement.

(Shameless plug: to purchase these books and a video review, go to: http://pizzatherapy.com/pizzabooks.htm ) Pizza Books

However, even the Internet assisted with the promotion of these books and allowed for more seasoned debate about pizza. Now you did not have to go out to purchase a book. If you found a pizza book you liked, you could just order it online and have delivered right to your door.

As much as the Internet did to create knowledge about countless unknown pizzerias, it became a way to show people how to make pizza. For the first time pizza fans could learn recipes and techniques from home. They could discuss and even ask questions. And if that weren’t enough the advent of video allowed pizza fans to learn pizza making by seeing it demonstrated in front of their eyes. And if they missed something the first time around, they could watch it again and again.

Some of the pizza information was free, while others (myself included I created: The Pizza Therapy Pizza Book ) created their own pizza e-books for sale.
There were a number of pizza fans who decided to take pizza making to the next level by opening their own pizzeria. I have been shocked and surprised at the number of world class pizzaioli who revealed to me, they first learned pizza making from the Internet.

This has happened to me on a number of occasions. I arrived at a pizza restaurant, looking forward to a classic pizza. I had the pizza, I loved the pizza, and when I asked the owner where they learned to make pizza, they proudly declared: they learned all about pizza making directly from the Internet.

And so that’s how the Internet changed Pizza History. That’s my story, and I’m sticking to it!

The Pizza Therapy Pizza Book on Kindle:

In the following interview Scott Anthony, of Fox’s Pizza Den in Punxsutawney, PA explains the secrets of success for business owners. Scott has been able to turn his pizzeria into a business that is not only profitable but also a valued business in his community of Punxsutawney.

Scott explains that for any business to be successful, one needs to be responsive as well generous to your community.

Scott and his company have created a series of fund raisers and events which have not only helped raise funds but also helped his business succeed exponentially.
Scott also discusses his book “Profits in the Pie” which outlines his secrets for success for not only pizzeria owners but all small businesses.

From Amazon:
“Turn YOUR Passion into Profits’, so you can always do the things you love.
The business tactics and strategies in this book flat out work – not only for
me, but for students and friends of mine. Inside this book you will find tactics
and strategies to:
-Help you envision what your life can be out of the kitchen – Have the time
to do the things you love with the people you love!

-Open your eyes to the possibilities of happiness in the pizzeria – looking
forward to a profitable & enjoyable day at work – everyday!

-Give you marketing ideas that are tried & true – not wasting money, but
making $1000’s!

-Help you easily implement marketing tactics – have an action plan you can
act on making you a local celebrity!

-Tweak ideas & make them your own – be the talk of your town with
‘innovative’ ideas that generate free press!

My 17 years of pizza experience can help put you on your way to the bank.
This book has no theory. It’s operator to operator – and contains what you
need to grow your pizzeria!”
Scott Anthony

Here’s the Interview with Scott:

You can listen now or download for later listening:

Scott Anthony Interview from Legends of Pizza and Pizza Therapy [ 37:43 ] Play Now | Play in Popup | Download (195)

Kindle Edition:

Pizza My Heart grew from a one store pizza operation serving surfers to over 20 pizza outlets.

According to Chuck, owner, the main goal of Pizza My Heart is to serve the absolute best gourmet pizza available.

They only use the freshest ingredients available.  You won’t find any canned mushrooms at Pizza My Heart.

According to Yelp, Rimi says:

Mushroom Pizza.  Very filling.  Cool drink dispenser.  Free blu cheese to dip the crust in!
Everything a girl needs for a soul food lunch!

Pizza My Heart was founded in 1981 right on Capitola Beach, California. A lot has changed in those 30 years, but our commitment to serving hand tossed pizzas with superior ingredients hasn’t. It is part of why we know we are worthy of the title, “World’s Best Pizza.”

Pizza My Heart Capitola
209 The Esplanade
Capitola, CA 95010

Sun-Thurs – 11:00am – 10:00pm
Fri-Sat – 11:00am – 1:00am

(831) 475-5714

If you are interested in making great pizza check out: My Pizza: The Easy No-Knead Way to Make Spectacular Pizza at Home

And for bread discover: My Bread: The Revolutionary No-Work, No-Knead Method

Joe Pergolizzi is a pizzaiolo, who founded “The Fire Within”.   The company, located in Boulder, Colorado,  creates Mobile Pizza Ovens, and offers a total support system for those interested in succeeeding in the the pizza business. For Joseph this is a sacred mission. The Fire Within also offers classes, workshops, encouragement and assistance. This is an entire organization dedicated to pizza success through artisan pizza creation.

On their website, Joseph explains:

“We took the age old concept of a wood fired oven on a trailer and modernized it for today’s use. In addition to manufacturing a practical line-up of mobile pizza ovens and we created the tools you need to be set up for success.

After a fiery debate, our 100+ customers across North America agreed upon a collective mission. It is the intention of the Fire Within mobile pizza caterers to save the world from common, cardboard-box-pizza one wood-fired pizza at a time. Taste testers welcome.”

For the record: Pizza Therapy, and Legends of Pizza, whole heratedly supports the mission of The Fire Within.

I was lucky enough to snag an interview with Joseph. I totally raked him over the coals and asked him the tough questions!

He was always gracious and very forthcoming.

Albert: It seems to me that your company has lots of different hats…

Please tell me what exactly is “Fire Within”?

Joseph: Simply, Fire Within offers a turnkey mobile wood fired oven business. In addition to manufacturing almost a dozen custom mobile wood fired oven designs we offer entrepreneurs the necessary tools to succeed and welcome them into a community where they can thrive. For those that need a business plan we’ve written a comprehensive 200 page business manual called Rolling In The Dough that has over 6 years of professional advice on running your own business.  For those that would like hands on training and a business intensive our hands on Getting Started workshops are designed for the first timer as well as the accomplished chef. We started our own mobile pizza oven business over 6 years ago which we still do some select catering events and concerts here in Boulder.

Albert: Do you remember your first pizza? How did you get interested in making pizza?

Joseph: I actually do remember my first pizza. My parents have this photo of me in my high chair eating a slice of pizza from Denino’s with a bottle of beer on my table.

As a young kid I remember looking over the counter at pizzaeria’s and I would stare at the guys making pizza. I was so curious about the dough I couldn’t quite figure out what the texture was of dough – was it wet? soft? fragile?….

Albert: Where are you from Joseph? Where did you grow up?

Joseph: I was born in Brooklyn hours after my parents had pizza at Spumoni Gardens. (True story) They raised us in Staten Island.

Albert: Can you share some early memories of pizza?

Joseph: There are so many. One was a constant occurrence as a teenager. I would scrounged up change from everywhere across the house to get a slice of pizza at the pizzeria in front of the bus stop. Another funny one was eating an entire pie with my best friend on the curb in front of Gino’s pizzeria on Staten Island. We somehow thought it was going to be an impossible task to eat an entire 18’’ pie. After we both had 4 slices we both thought we would be stuffed. We weren’t. We ordered 2 more slices, each.

Albert: Can you explain some of your influences for your pizza?

Joseph: My influences may not be your ordinary influences as other people in the pizza community. Art, a great painting as Color and not too many flavors all at once. The sauce should be as pure as possible.

Albert: What is the most important the crust or the toppings?

Joseph: Ouch, tough question. A good pizza can not have a lacking crust. Toppings you can take off.

Albert: What is your favorite pizza? Why?

Joseph: This is a strange answer.

Peter Reinhart says, there are 2 kinds of pizza. The one that you share with a friend and then there is the one that has carefully selected ingredients. The first kind is my favorite pizza. Interestingly enough my favorite pizza changes every few years. For the past 2 years it’s been a white pizza with kalamata olives, rosemary, with parmigiana and either ricotta cheese or another kind of cheese.

Albert: What is the best pizza in Colorado?

Joseph: Tough call, I have a few friends who own pizzeria’s. In Boulder, Pizzeria Basta and Pizzeria da Lupo. In Denver, Dave Bravdica and Tom Garnick at Brava Pizzeria Della Strada.

Albert: The U.S???

Joseph: The Sicilian slice at Spumoni Gardens in Brooklyn is hands down the best Sicilian you will ever eat. No disrespect to those that like to make it, but it’s futile. They figured it out. I don’t make a Sicilian pie out of respect. They achieved perfection. There is one one Sicilian pie. Everything else falls somewhere between Chicago pizza and Focaccia.

Thin crust pizza is either Joe and Pat’s in Staten Island (they won best pizza in NYC) or Denino’s. It’s the subtleties in NY pizzerias. The napkins, the grenade chilli flake dispensers. Whether it’s the table cloths or the tables that make you feel like your back in Junior High. Some say it’s all about the water. Ok. Sure. Whatever makes sense to people.  If it’s not from NY it’s Neo-american pizza. I stand with the rest of the NY loyalists who speak the truth

Respect needs to be given to Crust, Tony G’s in SF, Tony Calzone at Rebbecca’s, Jay Jerrier of Cane Rosso in Dallas, Chris Bianco in AZ, Matt Tierney at Pele’s in FL. For each of their own credit they have done our craft good.

Albert: Favorite pizzaioli?

Joseph: Honestly and I may have touched on this here or in other places and I truly don’t mind sticking my neck out on this…. it’s about the passion, it’s about the love of wanting to make someone happy, it’s all the simplicity that comes along with pizza. how easy it is to eat, how easy it is to make. my favorite pizzaioli is the one that never stops learning, holds no secrets, welcomes everyone over to the table to eat and makes pizza regardless if they got paid or not.

The joy of cooking with wood.

Albert: What are your best tips for making pizza?

Joseph: Depending on your comfort level, years making pizza —For starters, focus on Color, Pizza is simple. leave space to where you can see the crust through the sauce. less is more. most of the time it;s one main ingredient takes the center stage, then it has one or 2 back up singers and then a little bit of flair with some spices.

Albert: What type of flour do you use?

Joseph: Gusto’s

Albert: Do you feel using great flour is critical for great pizza?

Joseph: Absolutely, but you can have a great flour but still make a lousy pizza.

Albert: It seems that The fire With-in has created a type of pizza community.
How do you stay in touch?

Joseph: The people I’ve been lucky to meet and speak with over the years are truly special. They are following their passion, leaving career’s, mortgaging their house, building their own pizza empires.

I was sharing this story with my father the other day – the day after GM laid off 5,000 workers an ex-employee called me and said “ I just lost my job and I’m looking for something new to do. I want to do something I love, something that is for me.” I’ve heard so many stories just like that. To hear people share their dreams of owning their own business or wanting to make a difference in people’s lives through food is very special, it’s changed my life to witness this time and time again. I’m humbled.

Albert: You have a unique pizza philosophy?

Joseph: Pizza presence and meaning is bigger than I fail to realize sometimes.

The product:

I had a student once who was so bent on making authentic Neapolitan pizza. He stressed he wanted to learn the authentic tradition and that it was the best way to make pizza. What he had a difficult time understanding was that he was very far removed from what pizza meant to him. Being genuine comes from within, not from a recipe book. People can tell when you care. The only way you can screw up a pizza is thinking that you know everything there is to know about pizza.

The people:

Pizza promotes conversation. Pizza is an art form to be appreciated. Pizza is comfort food. The only way to ruin a nice meal is to think that you know what good pizza is and the person you are eating it with doesn’t

The experience of eating pizza:

Eating a slice of pizza is unlike eating anything else. Being able to grab a slice of pizza at a deck oven pizzeria fold it in half, walk with it while eating it or sit down and eat it at a small table. It’s a meal, it’s a snack. You don’t just time having a slice around meal time. It’s comfort food. People have a slice as part of their routine in life or they go to a sit down pizzeria every Friday night or call in an order to be picked up.

Wood fired pizza:

Wood fired pizza is it’s own unique pizza experience. It’s like having a third party join you for the meal, in this case it’s the fire. Even though it’s not sitting down with you at the table we are acutely aware that this food was made with fire. It has an impact on the meal, on the conversation.

I’m fortunate enough to be part of something very special with these mobile ovens. Mobile wood fired oven caterers are promoting them and making these 2 pizza experiences available and accessible.

Making Pizza as a profession or a hobby can be very satisfying.

For us pizza fanatics stepping back and looking at how much we get from pizza can be quite a shock.I’m not sure how VPN fits into my philosophy. It has a place in pizza culture but it’s not near my top of ways I relate to pizza.

Albert: Tell me more about the pizza school and how one can enroll….

We host our getting started with your own mobile wood fired oven business 6 times a year. In 2012 we will be adding a few other workshops to our offering, specifically advanced wood fired oven cooking. Peter Reinhart will join us next year for a 3 day workshop. He taught an advanced cooking class for us last year and it was a huge success. We have taught over 200 people how to start their own mobile pizza business. After just the first day the group comes together like a family. A small community is born. People see how similar we all are, we all like fire, we all love pizza, we all are independent souls, we are all searching for something new. I teach people to make their business an extension of themselves. I don’t think enough people were given permission or shown the way on how to do that.

Albert: Where is The Fire Within headed?

Joseph:: We have a number of great projects in the works. Some will be cut from our business plan but I think we’ll have a few really cool things to offer artisan chefs and entrepreneurs in 2012. We are really excited to talk more about it shortly.

Albert: Please add anything else you like.

Joseph: I once spoke with Jim Leahy from Sullivan Street Bakery in NYC. I was really impressed by his continuous pursuit to perfect his craft. He’s mastered great dough recipes and he still had the fire to learn more to still be humbled by the knowledge still yet to be learned. Someone so accomplished yet still looking at things from a beginners mind. Artisanship is a pursuit, not an accomplishment. The respectable bakers and chefs are the ones that encourage and make something feel obtainable. I think this type of genuine humility in chefs/teachers is rare.

Thanks so much Joseph. We wish you continued success.

Contact:

The Fire Within
PO Box 1563, Boulder, Colorado 80306

Pizza on Earth, Good Will to All!
Albert Grande
Creator of The Pizza Therapy Digital Store:
Rare E-books, How to’s, Software, and Tutoritals

Learn Cooking with Fire: French Family Recipes & More for Woodfire Ovens (Book & DVD)

Pepe's Clam Pizza

From Gary Bimonte, Frank Pepe’s grandson, we are pleased to share the real history of Fank Pepe’s:

Frank Pepe Pizzeria Napoletana

is one of the oldest and best-known pizzerias in the United States. Known locally as Pepe’s, is has its Original Location in the Wooster Square neighborhood of New Haven, CT, as well as stores in Fairfield, Manchester and Danbury CT, Yonkers, NY., and Mohegan Sun Casino in Uncasville, Connecticut.

Frank Pepe Pizzeria was founded in 1925 by Frank Pepe (b. April 15, 1893 d. September 6, 1969). Born in the town of Maiori, on the Amalfi coast, southwest of Naples, Frank Pepe was the quintessential Italian immigrant. Poor and illiterate, he immigrated to the United States in 1909 at age 16 with little more than his health and a strong work ethic. His first job was at a New Haven, CT factory until he returned to fight for his native Italy in World War 1 a few years later.

He married Filomena Volpi, also from Maiori, in 1919. As newly-weds they returned to New Haven, CT in 1920 to begin building their new lives together.

Frank Pepe took a job at a local Wooster Street macaroni manufacturer, Genneroso Muro (the current location of Libby’s Italian Pastry). He then worked for Tony Apicella at his bread bakery, also on Wooster St.

He made his first entrepreneurial move by establishing his own bakery at 163 Wooster Street — in business today as Frank Pepe’s the Spot – baking his bread and delivering to the local community with a cart. Since he had difficulty documenting, because of his illiteracy, to whom he delivered and to the quantity, he soon abandoned his efforts of delivery. Instead, he made the fortuitous decision to start a business where his customers would come to him.

In 1925, with his wife Filomena, who was a pivotal influence on his success (she was literate and learned to speak and write English), they started making a simple and humble product from their homeland, pizza — or as they would say in their Neapolitan dialect, “apizza” (ah-beets). They baked their pizzas offering two types, tomatoes with grated cheese, garlic, oregano and olive oil and the other with anchovy. The Original Tomato Pie is still offered today and anchovy is still available as a topping. Mozzarella and additional ingredients were to follow.

In the formative years 1925 — 1937, he employed a small crew of relatives that included his half brother Alessio Pepe and his son Mac, cousin Tommy Sicignano, nephews Salvatore and Tony Consiglio. Incidentally, Salvatore Consiglio, after learning pizza baking from his uncle Frank, eventually made the decision to establish his own pizzeria on Wooster Street, the well known Sally’s Apizza.

In 1937, Frank Pepe bought the building next door at 157 Wooster Street, and moved his pizzeria to what is historically understood to be the main (although not the original) location. The original location continued as a pizzeria, called The Spot and operated by the Boccamiello family.

Like many business owners of the day, Frank Pepe lived above the pizzeria with his family that now included his daughters Elizabeth and Serafina. Everyone worked downstairs in the pizzeria. Frank Pepe became know as “Old Reliable” for his contributions to community and unwavering love for his growing family.

In the late 1970s, Elizabeth and Serafina, purchased the original bakery (163 Wooster St.) from the Boccamiello’s and re-opened Frank Pepe’s the Spot as an annex to the main building.

Pepe’s reputation as one the country’s premier pizzeria spread through word of mouth. In the early 1990s, Elizabeth and Serafina retired and the business passed to their children – Anthony, Francis, Lisa, Bernadette, Genevieve, Jennifer and Gary — who still operate the business today and have overseen its expansion.

Frank Pepe originated the New Haven-style thin crust pizza which he baked in bread ovens fired by coke. Coke is a byproduct of coal and it was used extensively until the late 1960′s when it became unavailable and hence coal was then put into use to fire the oven.

Pepe’s signature pizza, the White Clam Pizza, was most likely an organic inspiration by Frank Pepe; an idea born from the fact that Pepe’s also served raw little neck clams from Rhode Island, on the half shell, as an appetizer. This development occurred around the mid 1960′s and gradually became popular through the past 40 years. Contrary to what many have heard, Frank Pepe did not have an allergy to cheese and tomatoes and the white clam pizza’s evolution should not be attributed to this false malady.

A lot has happened since Frank Pepe starting baking “ah-beets” 85 years ago. Pizza has gone from an obscure ethnic dish to become a mainstay of the American dining scene. But what hasn’t changed at Pepe’s is the family’s commitment to the tradition of food quality and commitment to the community at large that Frank Pepe envisioned in 1925.

For more info about Pepe’s Visit Pizza Therapy Pepe’s Page

Comments from Pepe’s Pizza Lovers

Here is the inside scoop for Pizza Expo 2012

Listen as Tony G. talks about what he will be doing at Pizza Expo:

Keynote Addresses

The first two days of Pizza Expo will kick off with remarks from a couple of industry standouts with very different stories to tell.

Tuesday, March 13, begins with a speech—open to all attendees—by Nick Sarillo, owner of two hugely popular Nick’s Pizza & Pub locations in suburban Chicago.

Dubbed two years ago as the “Blue-Collar Millionaire” by Inc. magazine, Sarillo left his first career as a home-builder and dusted off some old family recipes to enter the pizza business in 1995. He placed two goals among his top priorities: creating a family-friendly restaurant that would become a hub for repeat business; and molding a new model for employee culture, one that drives his staff to stay longer and work harder.

That he’s succeeded is obvious by the multi-million-dollar revenue at both Nick’s restaurants, and by the advance interest in his new book outlining his business philosophy, A Slice of the Pie, scheduled for releas in summer 2012.

Wednesday, March 14, will be launched with a 7:45 a.m. keynote by Marla Topliff, president of another suburban Chicago-based success story—the 170-unit Rosati’s Pizza chain.

She’ll share her personal journey from local representative for Welcome Wagon to a position as its national sales manager, and relate how some of Welcome Wagon’s then-novel neighborhood marketing tactics still apply today. But Topliff credits another position she held while raising her children as her truest training ground: president of the local PTA. She’ll explain how running a Parent Teacher Association group educated her in the arts of politics and persuasion, and helped fuel her rise from marketing director to president at Rosati’s, where she is one of the top women executives in the pizza business.

She’ll also address the role marketing has played in Rosati’s tremendous growth and explain how the company’s cohesive brand image continues to solidify its success.

Competitions

For the 2012 show, we’re adding a new demonstration area—located on the Exhibit Hall floor and outfitted with stadium seating—allowing us to expand the International Pizza Challenge? while continuing the Making Dough With Tony Gemignani workshops and a full slate of pizza-making and hot-topic menu item demonstrations.

The Pizza Challenge will feature four divisions in March 2012: Traditional and Non-Traditional, plus the first-time categories of American-Pan and Italian-Style. Attendees can observe the preparation and judging of these entries and taste the pies themselves to form their own opinions. Winners in each division move on to the Pizza Maker of the Year finals.

The Challenge will also bring back past Pizza Maker of the Year winners for a special “Best of the Best” competition that is sure to wow the audience.

Seminars and Workshops
Among the 75-plus seminars and cooking demonstrations will be these special new sessions:

Power Panels

We’ll convene panels consisting of top operators who are on the cutting edge in their approaches to top-of-mind topics. You’ll be able to learn from the best on subjects including: finding and keeping the best pizzeria employees, building blocks for profitable menus and proven tactics for driving business with social media marketing.

Operator Presentations

We’ve gone to great lengths to bring in more pizza owners and operators to speak about how they excel in specific segments of the business. Among the operator-presenters appearing at Pizza Expo 2012 are: Peter Cooperstein of Amici’s on delivery, Glenn Cybulski of Seasons Pizzeria and Clovers Sports Bar on appetizers, Doug Ferriman of Crazy Dough’s on selling slices, Clayton Krueger of Farrelli’s on social media, George Hadjis of Oggi’s on building community partnerships—and several more.

Super-Segment Thursday

Seminar sessions on the final morning of Pizza Expo will be turned over to special topics presented by those who know them best—pizza people. The morning will begin with a Power Panel on social media marketing featuring advanced practitioners of this new advertising art. Breakout sessions will follow: Bill Jacobs of Piece Pizza on his branding campaign, Mike Rangel of Asheville Pizza and Brewing on tapping higher beer sales, Matt Galvin of Pagliacci’s on growing the catering segment, Michael Shepherd of Michael Angelo’s on working well with vendors—and more.

Pre-Show Monday

After a well-attended day of workshops and seminars geared toward new operators and first-time attendees in 2011, we’re expanding the offerings in 2012. In addition to repeating Big Dave Ostrander’s workshop, “So You Want to Open a Pizzeria,” a second pay-to-attend session is being added: “How to Turn Your Good Restaurant Into a Great Business” with restaurant business guru Jim Laube.
A special Power Panel—“The $2 Million Club”—will also convene, featuring Tony Gemignani, Peter Cooperstein, George Hadjis, Bill Jacobs and Mike Rangel, all of whom preside over pizza operations that average $2 million-plus per unit in revenue. Their subject: “How to Outcompete the Big Chains.”
And a track of afternoon seminars for first-time attendees is being added to go with the track for new operators that was so well attended at our last show.

Here is what Tony had to say to me last year at The Pizza Expo:

As a side note:

Attending Pizza Expo 2012
will be an incredible opportunuty for you and your business!

If you are serious about your pizza business, just do it!

Respectfully submitted,

Albert Grande
The Pizza Promoter