Prince St. Pizza Expands Nationwide by Replicating New York Water
The popular New York City pizza chain is using a specialized water filtration system to maintain its signature flavor across approximately 20 locations in the U.S. and Canada.
Prince St. Pizza, a New York City-based chain known for its Sicilian-style pies and pepperoni slices, is expanding its footprint across North America by focusing on product quality and replication of its original flavor. The company has grown to approximately 20 locations in the U.S. and Canada, driven by what CEO Lawrence Longo describes as strong demand and a commitment to core principles.
Longo stated that the key to scaling the brand while maintaining its distinctiveness is staying true to the elements that made it successful. This commitment extends to replicating the water quality found in New York City at its out-of-state locations.
To achieve this, Prince St. Pizza utilizes a New York WaterMaker system. According to Longo, the company analyzes the water from each new location and develops a custom filtration system designed to mimic the mineral content and characteristics of New York City water. The goal is to ensure that customers in any Prince St. Pizza location experience the same taste and feel as they would at the original SoHo shop.
The brand, which has garnered a following among celebrities, is also looking to capture a larger market share in Sicilian-style pizza, a niche Longo believes is underserved on a national scale. Prince St. Pizza also engages in media and entertainment ventures, including a video series and collaborations with entertainment properties, such as recreating Little Nero's Pizza from "Home Alone" for a Disney partnership that received a Clio Award.
Despite these diversified efforts, Longo emphasized that the company's growth strategy remains centered on preserving the authentic New York essence of its original establishment.