Prince Street Pizza Chicago West Loop: Must-Try Slice in the Neighborhood
Established in 2012 by Frank Morano in New York City’s Nolita neighborhood, Prince Street Pizza quickly became popular for its unique take on Sicilian square slices.
Known for the Spicy Spring, these pies feature a focaccia-like crust, generously coated with olive oil, a harmonious blend of spicy and sweet red sauce, and aged mozzarella. The standout topping is the pepperoni cups, making it a must-try for many.
This success led to long queues forming outside the New York outlet.
Over time, Prince Street Pizza expanded significantly. From its roots in Manhattan, it opened new locations in Los Angeles in 2020 and then expanded to eight spots in California.
There are also branches in Las Vegas, Miami, and Toronto. With the Chicago location underway, the total number of eateries is set to hit fourteen.
This Pizza Sounds Great. But Wasn’t There Some Controversy?
Indeed, Prince Street Pizza faced significant backlash in 2021 when a series of past racist and threatening comments made by Frank Morano on Yelp resurfaced.
These posts, which included insults toward Black Lives Matter protesters and support for Blue Lives Matter, led to outrage in the community.
Morano eventually stepped down from the day-to-day operations of the business alongside his son, Dominic, although they still hold some degree of ownership. The extent of their involvement remains unclear.
Interestingly, the name Morano has been absent from many recent announcements and press releases concerning the business.
This strategy is somewhat reminiscent of other businesses like Chick-fil-A, where the focus remains squarely on the product despite controversies surrounding the founders or leaders.
Who’s in Charge of Prince Street Pizza Nowadays?
While Frank Morano no longer runs the daily operations, Prince Street Pizza has found new leadership under investor Lawrence Longo.
Described as a co-founder and CEO, Longo’s association with the brand began in 2019 with an LA pop-up event. Hailing from Toronto and immersed in an Italian family heritage, Longo is also known for launching Off The Menu, a subscription service offering exclusive dining deals.
For the Chicago venture, Longo has partnered with David Choi, the founder of Seoul Taco.
Choi’s journey began in St. Louis before expanding to Chicago in 2016, where he made a name for himself curating food lineups for notable events like Summer Smash and Lyrical Lemonade.
His collaboration with Prince Street Pizza at the Summer Smash hinted at the incoming Chicago establishment. Importantly, Choi acknowledges the brand’s problematic past but emphasizes a commitment to learning from those mistakes.
What’s Next for Prince Street Pizza?
Despite previous controversies, Prince Street Pizza remains highly regarded by pizza aficionados, including prominent figures like J. Kenji López-Alt and Steve Dolinsky.
However, the brand faces the challenge of maintaining its quality as it expands. Replicating the iconic flavor of the original New York location is a primary concern.
One measure taken to ensure consistency is adjusting the pH balance of the water used in Chicago to match that of New York.
The Chicago public will judge the success of these efforts when the new location opens in the fall.
Until then, those interested can continue to explore other pizza options in Chicago’s rich pizza landscape.
Editorial Credit: Prince Street Pizza
