By Rick Hynum
For much of her life, Melody Stein, the pizzaiola behind pi00a in Los Angeles, has felt “invisible” as a deaf person. But the world took notice recently when Stein and her family appeared on ABC’s Shark Tank—and scored a $200,000 deal with investor Lori Greiner.
The Steins represented the entire deaf community when they pitched their frozen pizza brand on the hit show, with Melody and her deaf husband, Russ, addressing the investors in American Sign Language while interpreters stood nearby. Their hearing children, daughter Taysia and son Rylan, took part in the presentation, which left several “sharks” in tears.
Melody and Russ are the former co-owners of the celebrated Mozzeria, a San Francisco pizzeria that was staffed entirely by deaf people. They sold Mozzeria during the pandemic and went on to found pi00a. Prior to opening Mozzeria, Melody had struggled to find work as a pizza maker, having been turned down by a California culinary school that felt her disability would be a liability in a restaurant kitchen. Undeterred, she journeyed across the Atlantic Ocean and learned the craft from master pizzaioli in Italy.
Click here to learn more about the Stein family and the origin of pi00a.
During the Shark Tank episode, the Steins noted that deaf people are essentially “invisible” in the working world.
“The unemployment rate for the deaf community is about 55%—very high,” Melody explained to the investors. “So [growing pi00a] is super important for us as a family, as deaf community members, because we experience a lot of rejection. We want to apply for jobs. We do apply for jobs, and that rejection rate is so high because people don’t want to work with deaf folks. So this is an opportunity to grow. This is an opportunity for us to have [our pizzas in] stores all across the nation, for people to see that, wow, we can provide opportunities for work for people all over the place.”
Every pizza produced by pi00a is made by hand, using imported Italian 00 flour and premium ingredients. Its line of globally inspired Neapolitan pizzas include the Margherita, the Miso Eggplant, the Quattro Formaggi and the Soppressata.
Naturally, the Steins brought along plenty of freshly baked pizzas for the cast to sample, and the sharks were visibly wowed by the flavors—particularly the Miso Eggplant.
In response to investors’ questions, the Steins said pi00a, which started about two years ago, has achieved $422,000 in sales thus far, including $222,000 last year. “Currently, we’ve made about $125,000 with the goal of making $350,000 by the end of the year,” Russ said. The company’s COGS is $3.64 per pizza, they said. The pies wholesale for $6.50 and currently sell for $13.99 in retail stores across the western U.S., including Whole Foods, Bristol Farms, Gelson’s, Mother’s California Market and others.
As the Steins work to grow their business, their goal is to hire deaf people, train them in pizza making and create more jobs for the deaf community.
Melody told the investors the family was seeking $200,000 for a 5% stake, mostly to buy more equipment and speed up their production process. “We would be able to streamline our process with that equipment and automation and go to scale. So we’ll be able to go nationwide. We’ll be able to meet the demand that is already there. We’re receiving a lot of opportunities, and, unfortunately, we can’t say yes to a lot of them.”
She said pi00a has had to turn away about $1.4 million in revenue—offers by foodservice companies and sports stadiums—due to their current inability to produce enough pizzas.
Most of the investors ultimately passed on the deal, expressing concerns that the pizza space is too competitive.
Kendra Scott, who made her fortune in fashion design and jewelry, was especially touched by the presentation, if not quite willing to ante up. “You standing there on the carpet today is showing [others] that it’s possible and what a representation of family looks like,” she said. “I’m gonna get emotional…because to see the love between the four of you, your commitment to each other and this dream is awe-inspiring. But I don’t know anything about grocery…and I don’t want to do something I don’t know I can do [amazingly] and help you deliver what you need to deliver. I will be your biggest fan and supporter, but I just don’t think I’m the right shark for this deal.”
Lori Greiner, on the other hand, took the bait without hesitation. She’s known as the “Queen of QVC” and owns patents for consumer products in cosmetics, travel, electronics and household items.
“I look at you and my heart fills up,” Greiner told the Steins. “I mean, there are certain people who come here and it touches me.” She added that “it’s so unfair” that roughly half of the deaf population can’t find jobs. “You deserve a deal. I want to be the first shark to have a deaf founder and family as part of my family and give you the opportunity.”
Greiner offered the Steins $200,000 for a 15% share in pi00a, adding, “I will help blow you up in the best way imaginable.”
Another investor told Greiner, “I see a $1 billion exit for you in the future on this one.” Greiner replied, “I hope for them.”
After huddling for a few moments, the Steins came back with a counter-offer. “All along we’ve been invisible, and we want to be visible,” Melody said. “So we definitely need a shark’s help to get nationwide [and] to have people see us finally.” She offered a 10% cut for the $200,000 investment.
Greiner haggled for 12%, and the Steins agreed. Greiner then joined the family in a group hug.
“I see you, and the world is going to see you, and they’re going to know your pizza and they’re going to love it,” Greiner said.
“All you have to do is start with a dream and then chase that dream and not let anyone tell you no, you can’t do it,” Melody said at the end of the show. “Persist. Persevere. Break through those obstacles. Break through those barriers and show people that you can. You are worth it.”
