Prince Street Pizza replicates NYC water to expand nationwide

In recent months, Prince Street Pizza, a pizza brand originating from New York City, has expanded its presence across the United States and Canada, growing from its original SoHo location to approximately 20 locations. The brand has garnered a cult following, including numerous celebrity fans, due to its commitment to maintaining the quality and authenticity of its products. CEO Lawrence Longo emphasizes the importance of staying true to the principles that made the original shop successful, which includes using a New York WaterMaker system to replicate the unique characteristics of New York City water at its new locations. This innovative approach aims to ensure that customers experience the same taste and quality as they would in New York City. The brand is known for its Sicilian-style square pies and pepperoni-loaded slices, which Longo believes have not been adequately represented at scale across America. As part of its growth strategy, Prince Street Pizza is focused on building a larger national footprint by selecting top operators across the country. Additionally, the company is venturing into media with a video series featuring actor Nick Turturro, showcasing the brand's personality and expanding its reach beyond traditional restaurant operations. Despite these new initiatives, Longo reiterates that the core strategy remains centered on preserving the essence of what made the original SoHo shop a success.