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Where else but at the Jersey shore would one be rewarded for his pizza gluttony with a unique hand-designed T-shirt? At Carmen’s Pizzeria – better known by the name of its bar, Pete and Elda’s – the professional pizza lover sees a new dimension to dinner.
Now 45-years-old, Pete and Elda’s in Neptune City, New Jersey, has established itself as a “Landmark at the New Jersey Shore.” Famous all over the state for super-thin-crust pizza – their specialty – the restaurant decided about 15 years ago to create a “Whole Pie Eater’s Club.” Therein lies the challenge. To join the exclusive club, you’ve got to eat an entire double-extra-large pizza by yourself. Those who accept and fulfill “The Challenge” can then don their T-shirt prize to hide their bulging belly – these pizzas may be thin but they’re a serious meal – about 18 inches around, to be exact. More than just adding flair to an already fun and casual atmosphere, Pete and Elda’s business has been seriously bolstered by the creation of the club. To keep customers coming back for more, the hand-drawn T-shirts depict an issue of the current social time, and are changed each month. Last June, for instance, Michael Jackson’s mug is on display. Seasonal themes exist as well, with Santa Claus being a popular T-shirt adornment in December. Not surprisingly, the past 15 years for the pizzeria have seen a remarkable increase in the number of double-extra-large pizza pies in demand, with each successive year being the most profitable. This summer, Pete and Elda’s is preparing for what it hopes is its best season yet. At about $15 a pop, Carmen’s Pizzeria/Pete and Elda’s bar owner, George Andretta, is certainly rolling in the dough considering that an estimated 60-70 percent of the food items sold at the establishment are pizzas. The facilities boast catering service, bar, extensive dining area and a large party room on the second floor that can accommodate up to 35 people. It’s these extra amenities, coupled with their “shore to please” pies, that the Pete and Elda’s staff say help to draw in such a hefty and profitable crowd year-round. That’s right – although summer is the busiest season, the colder months are no pushovers – crowds cure their winter blues with food and fun at Carmen’s. Need a sign that the meals and marketing at Pete and Elda’s are top notch? Try this; advertising for the Whole Pie Eater’s Club is strictly online and word of mouth. 
Indeed, hungry individuals, families and parties of all sizes head to this famous pizzeria to grab a slice of the commotion. What’s the secret to this recipe for success? That’s just it – it truly is a family secret. The marinara sauce and other ingredients are prepared with great care, and the dough is always rolled to ensure a crispy crust that some faithful fans have been savoring ever since Carmen’s doors first opened in 1960.
To others, Pete and Elda’s is simply a fun spot to satisfy a double-extra-large appetite. For Dan Bisti of Manasquan, New Jersey, Pete and Elda’s was the place to be for his 21st birthday. Bisti returns to his favorite pizzeria to reinstate his membership in the Whole Pie Eater’s Club at least once every month. For the past five years Bisti has eaten his way to every T-shirt Pete and Elda’s put out, and plans to keep up his streak. “You can get pizza anywhere, but you can’t get pizza like this anywhere else,” says Bisti, clutching the newest addition to his t-shirt collection. “Pete and Elda’s has the only pizza I really crave.” He’s not alone in his love of The Challenge – the staff at Pete and Elda’s have more regular customers than they can count. The pizzas are such a big hit that it’s not uncommon for whole parties to order dozens of them at a time – so many that the table they’re set on is all but blocked from view. Oh, but what a beautiful view it must be to Andretta. – PMQ – |