Prince St. Pizza Expands with Authentic New York Flavor

Prince St. Pizza, a favorite among many Hollywood stars, attributes its growing fanbase—spanning nearly 20 locations in the U.S. and Canada—to its dedication to preserving the original New York slice’s essence.

The brand, which began in New York City’s Soho, continues to experience high demand, thanks largely to its focus on maintaining product quality, as noted by CEO Lawrence Longo of Best Buddies Hospitality.

“I think it’s really important to uphold the principles that originally made it special,” Longo mentioned. “It all hinges on the product’s quality.”

This dedication extends even to the water used in their pizzas.

Longo explained that they employ the New York Watermaker System to replicate the distinct characteristics of New York City’s water at their other locations.

“Whenever we sign a new lease, we take water samples from that city and send them to a lab, which creates a filtration system designed to mimic New York City water,” he elaborated.

The aim, he said, is to keep the pizza closely aligned with that of the original Prince Street.

“The idea is that walking into Prince St. Pizza should feel like stepping into a pizzeria in New York City,” Longo shared.

Famed for its Sicilian-style square pizzas and pepperoni-rich slices, Prince Street sees potential for further growth.

“Sicilian pizza isn’t being executed properly on a large scale throughout America,” he noted.

The restaurant has its share of celebrity patrons, including Adam Sandler, who has dined at locations in New York, Malibu, and West Hollywood.

However, Longo emphasized that no one, whether a celebrity or a regular guest, receives special perks.

“Whether you’re famous or just an everyday customer, we appreciate everyone,” he stated.

Currently, Prince Street aims to broaden its national presence. “We’re selectively recruiting the best managers from across the country,” Longo said, with aspirations of becoming the leading Sicilian pizza brand in the U.S.

The business is also eyeing growth beyond traditional restaurant settings.

Longo has introduced a video series titled “Delivering Happiness,” featuring actor Nick Turturro as a pizza delivery driver, alongside guests like Dana White, Alex Rodriguez, Bert Kreischer, and Ice-T.

This initiative has evolved to include collaborations with TikTok Radio and iHeartMedia.

“In some ways, we’re evolving into a media company,” Longo remarked.

Additionally, Prince St. is working on entertainment partnerships, including a project with Disney that brought back Little Nero’s Pizza from “Home Alone” at select locations.

This campaign even earned a Clio Award.

Despite these new endeavors, Longo stressed that their growth strategy remains rooted in the authenticity that made the original Soho store a success.

“How do you scale a cult brand?” he pondered. “By staying true to the core of what made you successful in the first place.”