Grimaldi’s® Coal Brick-Oven Pizzeria has made a name for itself as a New York City icon. Now, everyone’s favorite New York pizza is traveling around the globe, franchising its signature coal brick-oven-baked pizza and nostalgic atmosphere for everyone to enjoy. By Kelsi Trinidad
SPECIAL SECTION: FOOD + DRINKS
Grimaldi’s® Coal Brick-Oven Pizzeria has made a name for itself as a New York City icon. Now, everyone’s favorite New York pizza is traveling around the globe, franchising its signature coal brick-oven-baked pizza and nostalgic atmosphere for everyone to enjoy.
The renowned company started with a recipe developed over 100 years ago in Brooklyn, New York. The dough’s secret recipe has remained the same throughout the years as has the way the pizza is prepared: hand-tossed and made in-house daily. It’s then baked in a coal brick oven, giving the pizza its crispy, slightly smokey crust.
However, the actual secret sauce is the company’s attention to detail when it comes to the customer experience.
“It really starts from the time that they walk into our restaurant,” said Chief Operating Officer Michael Flaum. “They can hear Frank Sinatra’s tunes. We try to transport them back to that time while dining with more modern elements in our restaurants. You smell the pizza being cooked in the coal brick oven, and you’re able to see our open kitchen. It creates a really strong visual and sensory appeal.”
The extensive menu includes salads, appetizers and decadent desserts, putting Grimaldi’s Pizzeria into a league of its own. Alongside its food, the brand offers its signature wine and has a premium bar.
Since 2021, Grimaldi’s Pizzeria has opened 44 company-owned restaurants, two franchise locations in the U.S. and one franchise in Abu Dhabi, U.A.E., with up to three additional development agreements expected to be signed this year. The brand is focused on growing steadily rather than swiftly.
“We don’t want to grow too fast,” explained Flaum. “I want to work with our franchisees so they can be successful. We don’t want to have, like, 10 agreements all at once, and then we can’t support our franchisees. It’s intentional.”
The company is focusing on franchising entire state territories with existing restaurant groups that already are involved in their communities. This creates an environment where franchisees aren’t competing and gives the Grimaldi’s Pizzeria franchise a running start sitting alongside the restaurant group’s existing brands.
“We’re looking for those groups that are looking to expand their local market share or groups that are seeking to diversify their portfolio with pizza,” said Flaum.
The classic pizzeria is now introducing pizza by the slice during lunchtime. According to Flaum, it’s something customers have been asking for because it allows people to drop in and enjoy a quick lunch.
For Flaum, Grimaldi’s Pizzeria is more than just authentic pies, it’s the network of people with whom he loves working.
“We have a brand that is privately owned, so it’s truly a family,” he said. “We don’t have outside investors and all that kind of stuff. You know, we are who we are, and we are a pretty close-knit family. It’s the great camaraderie, the family feeling, but also knowing that they do great things and offer great experiences. That’s something that I wanted to be a part of.”
Kelsi Trinidad