By Brian Hernandez
Dan Richer, chef and co-owner of Razza in Jersey City, New Jersey, has never been one to follow the crowd. Other restaurateurs and pizza chefs want to know what he’ll do next.
“I tend to not look as much at what other people are doing because I don’t want to jump on trends. I prefer to create them, if anything,” Richer said. “I’m inspired by my travels and eating food across the globe…It could be at a sushi restaurant… I could be in the middle of Italy at a pasta restaurant and come up with a new pizza.”
That is one reason Razza is consistently ranked among the best pizza restaurants anywhere on the planet. 50 Top Pizza named it the No. 3 pizzeria in the U.S. this year and ranked it at No. 12 last year and No. 13 in 2024. The prestigious Italian guide also rated Razza at No. 69 worldwide for 2025. And beyond that, Richer is a six-time James Beard Award nominee.
Adding to the list of his honors: He’s a returning judge for Francis Ford Coppola Winery’s fifth annual “Perfect Your Pizza competition,” which is accepting entries through September 30. Entrants must pair an original pizza recipe with a complementary wine from the Coppola Winery’s list, to be evaluated by Richer and fellow judges Andrea Card, the winery’s winemaker, and Tim Bodell, the winery’s executive chef.
But Richer says the recipes that stand out aren’t necessarily the most elaborate. They’re the ones that show purpose, balance and a clear understanding of why every ingredient belongs on the pizza and why it’s paired with that particular wine. Creativity matters, but so do execution, simplicity and how successfully each pizza complements its chosen wine. The goal isn’t to reward excess. It’s to reward thoughtful craftsmanship.
Vegans Rejoice: Dan Richer Has Cracked the Code on Dairy-Free Pies
Richer, of course, is a master craftsman in his own right. And when sharing his wisdom with other operators, he begins with the ingredients that customers will experience every time they visit.
Even with stubbornly high inflation, he said, “Flour, tomatoes and cheese are areas that you just can’t cheap out on because you’re gonna sell more Margheritas or plain pies than anything else by far. If your plain pie is not phenomenal, people aren’t gonna come back.”
He urges operators to do the math before shying away from higher-quality ingredients. “If you spend $10 more on a case of tomatoes…it ends up being two to three cents more per pizza.” In other words, improving quality doesn’t necessarily jack up your food costs—at least not significantly.
“Portion control is better than cheaping out on ingredients,” Richer said. “That’s a really, really big takeaway. If we put 10 grams—one piece of cheese—too much on every pizza, it ends up being $40,000 a year. It’s insane.”
That same philosophy extends to the wine list. Richer believes beverage programs don’t need to be elaborate to elevate the guest experience. “I love a story, first and foremost,” he said. “Keep it simple. Keep the wine list simple and engage your staff with trying some wine.”
Rather than offering an extensive wine list, he believes a thoughtfully curated selection backed by a knowledgeable, enthusiastic staff creates a stronger connection with guests.
And consistency isn’t just measured in ounces of cheese or grams of dough. It’s built by people. “Building a great team is the hardest part of the job by far,” Richer said. “Owners have to make sure the food is great while also making sure your team is learning and growing… and that they’re engaged.”
“You start building your team with your very first hire,” he adds. “And it better be a good one because they set the stage for the culture of the team. Some operators resemble great coaches and have that innate skill to both communicate and rally people together. They tend to be some of the best operators ever.”
Richer also believes home pizza makers have elevated the craft, but he cautions that online celebrity doesn’t signify genuine knowledge and skill. “Anybody can be a pizza influencer…but that doesn’t make you an expert. Instead of chasing trends, you should develop your own identity. You really have to think creatively and dissect what you’re doing in order to find your passion and your angle,” he said. “Really find out what’s going to make somebody go to your restaurant versus someone else.”
Even after decades in the industry, Richer still considers himself a student. “There’s always more to learn. There’s always more progress to be made as long as you stay interested in it,” he said. That curiosity drives everything from experimenting with fermentation and testing new equipment to developing gluten-free pizza for his own family. Most of those ideas never make it to the menu, but that’s part of the process. “I keep trying weird stuff and failing most of the time,” he said with a laugh. “And then keep moving on.”
Think you’ve got the next great pizza recipe? Enter Francis Ford Coppola Winery’s Perfect Your Pizza competition by September 30. Professional pizza makers and home bakers can submit an original pizza recipe paired with a Francis Ford Coppola wine for a chance to win prizes, including a grand prize package valued at up to $10,000. Winners will be announced in October on @coppolawine. Complete rules and entry details are available at www.FrancisFordCoppolaWinery.com/Pizza.
To hear the full interview with Dan Richer, don’t miss his upcoming episode of Peel: A PMQ Pizza Podcast, which drops at the end of July. While you’re there, check out our previous episodes featuring pizza makers from around the world.
