By Tracy Morin

In the pizza world, only a handful of brands have been able to survive and thrive for 100 years. Frank Pepe Pizzeria Napoletana in New Haven, Connecticut, is about to join those elite ranks, celebrating a full century of business in 2025.

As an originator (and still-growing hotspot) for “apizza,” the iconic New Haven style, Frank Pepe needs no introduction among passionate pizza fans. But even those not familiar with the brand are increasingly expanding its fan base, as it has spread to 17 locations along the East Coast.

On the cusp of its centennial anniversary, Jennifer Bimonte-Kelly, granddaughter of Frank Pepe and co-owner of Frank Pepe Pizzeria Napoletana, and Kevin Gagliard, vice president of operations, answered some questions via email about the brand’s history, growth and exciting future of this iconic pizzeria.

(Frank Pepe Pizzeria Napoletana)

PMQ: Please tell us about the origins of Frank Pepe Pizzeria Napoletana. How were the recipes originally developed, and what makes the pizza unique? Was the pizzeria successful from its start? 

Bimonte-Kelly: Much has happened since Frank Pepe started baking “apizza” 100 years ago. But what hasn’t changed at Frank Pepe Pizzeria Napoletana is our family’s commitment to the tradition of food quality and the community at large that Frank Pepe envisioned in 1925.

The standout characteristic of Pepe’s “apizza” is the crust: crispy, chewy and intentionally charred. That signature char makes every bite unforgettable—it’s what sets our pizza apart. The dough that all Frank Pepe’s restaurants use is identical to the original recipe Frank Pepe created in 1925. Frank Pepe’s dough recipe is a wetter dough that takes longer to ferment, acquiring a much richer flavor than ordinary pizza dough. The hot, dry air produced by the coal oven works magic on the higher water content dough, contributing to the bubbly quality of the crust—almost like a thin, crispy, airy bread.

PMQ: Tell us about Frank himself.

Gagliard: Frank Pepe was the quintessential American immigrant. He immigrated to the United States as a teenager in 1909. After returning to Italy for a few years to fight in World War I, he returned to New Haven, Connecticut, to work in a bakery on Wooster Street. While working at the bakery, Pepe started making his version of the classic “apizza,” a style of pizza from his hometown of Maiori.

Frank began selling his “tomato pies” off a special headdress, walking through the Wooster Square market with several pies perched atop his head. His continued success selling pizzas in the area convinced him and his wife to open their own restaurant. Frank and Filomena established Frank Pepe Pizzeria Napoletana on June 16, 1925, at 163 Wooster Street, which is now known as “The Spot.”

(Frank Pepe Pizzeria Napoletana)

True to his humble roots, Frank Pepe’s restaurant first sold just two types of “apizza”: one with tomatoes with grated Pecorino cheese, garlic, oregano and olive oil, and a second that also had anchovies. Because refrigeration was limited in the 1920s, Pepe’s did not initially offer mozzarella cheese on their pizza. 

The Original Tomato Pie is still offered today, and anchovy continues to be available as an added topping. Later additions to the menu include the signature White Clam Pie, which was created by Frank Pepe in the 1960s and remains one of the restaurant’s most popular menu items today.

In the formative years, 1925 to 1937, Frank worked alongside his family, including his wife and daughters. Business was good for Frank Pepe Pizzeria Napoletana, and in 1937, Frank bought the larger building next door to his shop and moved his operation to 157 Wooster Street, what is historically understood to be the primary (though technically not the original) location. Active in his community, Frank became known as “Old Reliable” for his contributions to the neighborhood and for his unwavering love of his growing extended family.

You can explore Frank Pepe’s full timeline for a deeper dive into our story here.

Frank Pepe’s daughters helped him run the business in its formative years. (Frank Pepe Pizzeria Napoletana)

 PMQ: How has the business evolved over time? How do you grow and still maintain the spirit and taste of the original across multiple locations?

Bimonte-Kelly: The original location, “The Spot,” which is still operating today, is where the original oven my grandfather opened our business with is located. In 2006, we opened a location in Fairfield, Connecticut. Today, Frank Pepe’s has 17 locations along the East Coast, including locations in South Florida; Alexandria, Virginia; and Bethesda, Maryland.

Frank Pepe’s has always been family-owned, and that’s something we’re incredibly proud of. It was passed down to my mother, Serafina Pepe, and my aunt, Elizabeth Pepe, and eventually passed down to me and my siblings and cousins: Anthony, Francis, Lisa, Bernadette and Genevieve. My brother, Gary Bimonte, gave his life to this business up until his passing in 2021.

Depicted here in a portrait, Gary Bimonte, grandson of Frank Pepe, carried on the family legacy until he passed away in 2021. (Frank Pepe Pizzeria Napoletana)

We maintain consistency across each location in several ways, including sourcing the highest quality ingredients from start to finish. Every location stays true to our roots with 14-by-14′ coal-fired ovens to create the perfect char. Each Frank Pepe’s pizza is baked the same way, with that signature char that makes New Haven-style apizza so special—crispy on the outside, chewy on the inside, and packed with flavor. We train our pizza makers and our oven guys for weeks. This attention to detail is how we make sure every pizza feels like it’s straight from Wooster Street.

Frank Pepe’s White Clam pizza is the quintessential New Haven apizza. (Frank Pepe Pizzeria Napoletana)

PMQ: What have been the keys to Frank Pepe’s longevity over 100 years? What advice would you pass on to someone who’s just starting in the pizza business?

Bimonte-Kelly: Our success comes from the foundation my grandfather built 100 years ago. He believed in doing one thing really well—making pizza—and that’s the heart of what we still do today. 

We’ve upheld this over the past century—my mother and aunt, my cousins, siblings and I, and all those who work for us now. While we’ve introduced new topping combinations throughout the years, including fan favorites like the Fresh Tomato Pie and Patata Rustica, we haven’t expanded to other offerings…not pasta, not garlic rolls, not wings—just perfect pizza with the char from our coal-fired oven, high-quality ingredients and the same recipe we’ve used for 100 years. That’s what makes Pepe’s special. It’s not about doing everything—it’s about doing one thing really well. 

My advice to someone starting out in this business is to find your thing and get really good at it. Make a pie that speaks for itself.

Frank Pepe’s Original Tomato Pie generates media headlines every summer when it returns to the menu. (Frank Pepe Pizzeria Napoletana)

PMQ: What have been some of your most treasured achievements and biggest challenges over the years? 

Bimonte-Kelly: Our most treasured achievement over the years has been cultivating a loyal team, for which we have immense gratitude. We would not be where we are today without them. Not every business can say they have team members who have worked with them for over 40 years. That is true for us, as we have several team members who have worked with us for decades.

One gentleman, Sal Montagna, worked for Pepe’s for over 50 years. He worked alongside my grandfather, my mother and my aunt, and then us grandchildren. 

As far as challenges, whenever you’re opening a restaurant in a new place, it can be a challenge for those who have never heard of Frank Pepe’s before. We make sure our team knows the heart of our story, so they can share it with first-time guests and give everyone a true Pepe’s experience.

(Frank Pepe Pizzeria Napoletana)

PMQ: How do you get involved with the local community?

Gagliard: We are passionate about giving back and helping our neighbors. Each of our locations is proud to offer “Good Neighbor Nights” to give back to the local community, where we partner with local organizations to host fundraising events at their nearby Frank Pepe’s restaurant. It’s important to us that every Pepe’s feels like part of the neighborhood. In return, we donate 25% of sales during the event to the participating organization. We also have a monthly “Pepe’s Gives Back” initiative, where we donate pizzas to nonprofit organizations in each of our markets. Each year, we donate over 1,300 pizzas through this initiative.

PMQ: What has been your most successful marketing tactic over the years? 

Gagliard: Over the years, Frank Pepe’s has cultivated a devoted following of families, foodies, celebrities, journalists and more. Marketing has been instrumental in engaging these groups and introducing our iconic brand to new audiences. One of our most successful initiatives is Pepe’s Rewards, a loyalty program designed to give back to our customers. The program helps us build lasting relationships by encouraging repeat visits and sharing exclusive offers that resonate with our guests.

Filomena and Frank Pepe proudly show off their children in 1954. (Frank Pepe Pizzeria Napoletana)

PMQ: What’s next for your business as you celebrate 100 years in 2025?

Bimonte-Kelly: For the past century, we’ve proudly upheld the legacy my grandfather started, which is rooted in tradition, family and a commitment to our loyal guests, whom we consider family. As we look toward the future, we are dedicated to carrying this legacy forward for the next 100 years.

My grandfather’s traditions, started 100 years ago, guide everything we do. They’re the heart and soul of Pepe’s. Whether serving guests at our original Wooster Street location or welcoming new communities into the fold, we are committed to preserving the same quality, authenticity, and charm that have defined us for generations.

As we grow, our promise remains the same: to honor our roots while sharing the Frank Pepe experience with pizza lovers everywhere.

Frank Pepe was inducted into PMQ’s Pizza Hall of Fame in 2010. Look out for future coverage in the pages of PMQ Pizza to celebrate Frank Pepe’s 100-year anniversary.

Featured, Pizza News