This article was inspired by content originally published by Andrew DaRosa for CT Insider and other outlets
Frank Pepe’s Centennial: The Cornerstone of New Haven Apizza
On June 20–21, 2025, Frank Pepe Pizzeria Napoletana celebrated its centennial in spectacular fashion. The city of New Haven christened the intersection of Wooster and Brown Streets as “Frank and Filomena Pepe Corner”. The event drew dignitaries—including Mayor Justin Elicker, Gov. Ned Lamont, and Rep. Rosa DeLauro—all honoring the immigrant couple whose coal-fired pies helped define American pizza culture.
Pepes temporarily closed the original storefront so staff and family could come together. The celebration reached the public, too—they handed out free cheese pizzas and made the milestone official statewide, unveiling programs like fundraising events and commemorative menu items through June.
🎯 Why This Matters
For Enthusiasts: A Blueprint in Dough and Devotion
Pepe’s centennial reminds home pizza makers that greatness starts with respect for tradition:
- Coal-fired flavor from home—bring that char and depth to your oven by using a baking steel. Preheat it to 550 °F, bake thin dough fast, and savor the signature crunch.
- Finish artisan-style with an Italian-imported olive oil drizzle and a dusting of pecorino—just like the original tomato pie.
- Dough scheme: cold-ferment your mix for 48 hours to mirror Pepe’s chewy yet charred crust.
Affiliate tools: a ¼‑inch baking steel, dial thermometer, and high-gluten flour—essential for reproducing that Wooster Street magic.
For Suppliers: Authenticity Sells
Pepe’s centennial power signals market demand for holistic apizza experiences:
- High-heat, coal-simulation ovens—offer retrofittable gas deck ovens or electric units with char capability.
- Imported key ingredients: Italian Pecorino Romano, Spanish olive oils, and fresh littleneck clams.
- Branded merchandise: memorial boxes, street signs, and replicas that evoke Pepe nostalgia.
Packaging suppliers and ingredient importers can spotlight these pedigree products with centennial marketing tie-ins.
For Shop Owners: Legacy as Leverage
Pepe’s 100-year celebration sheds light on sustaining relevance:
- Narrative sells — Public street signings and civic recognition are powerful PR tools.
- Quality consistency — Every slice across 17 locations uses the same dough, oven style, and family care.
- Community alignment — Host anniversary events, partner with local charities like Connecticut Food Bank, and reinforce neighborhood ties.
Integrate this strategy with a modern POS platform like Toast or Square, tracking engagement and event-driven sales boosts.
💬 Hypothetical Expert Insight
Pizza historian Gabriella Rossi says:
“Pepe’s 100-year milestone underscores that authenticity—rooted in immigrant heritage, coal ovens, and unwavering recipes—isn’t nostalgic. It’s a future-forward business strategy.”
🍂 Pizza Trend: Apizza Goes Global
New Haven-style apizza—a thin, oblong, coal-charred tradition—has secured a place on America’s pizza map. It’s officially been recognized by Congress, and its style and history are now being curated on the “Pizza Capital of America” trail. Across the country, coal-fired ovens and thin crusts have become aspirational, vital parts of pizza menus.
✅ Final Slice: What Pizza’s Next Century Should Learn
| Role | Takeaway |
|---|---|
| Home Enthusiast | Cold-ferment dough and use baking steel to replicate apizza at home |
| Supplier | Stock coal-simulation ovens, imported ingredients, centennial merch |
| Shop Owner | Build brandstory with heritage events, consistent bake, and POS tracking |
Frank Pepe’s century of success is not just a slice of history—it’s a living roadmap. Tradition, clearness of craft, and community stewardship remain essential dough ingredients for any pizzeria’s lasting legacy.
Affiliate Disclosure: This article includes affiliate links, meaning Pizza Magazine may earn a commission from purchases made through them. We only recommend products and ingredients that reflect Pepe’s high-standard, authentic spirit.
