When the New York State Fair kicks off on August 21, pizza fans will already know what’s in store for them at Toss & Fire Wood-Fired Pizza’s food stand. That’s because owner Nick Sanford recently assembled journalists and local foodies for a press conference of sorts that has earned the five-store brand news coverage across central New York and beyond.

Sanford invited area journalists, foodies and influencers to his North Syracuse location on Monday, August 12, and rolled out eight pizzas to be offered at the fair. That resulted in free publicity from Syracuse.com, CNYCentral.com, radio station Big Frog 104, LocalSYR.com and other media outlets.

Sanford was equally savvy in his choice of new specialty pies to be featured at the statewide event: One of the items is a pizza inspired by The Bear, a hit for FX on Hulu. The Chicago Beef Pizza is based on an Italian beef sandwich from the TV show. It’s piled with thinly sliced sirloin, giardiniera and banana peppers.

“Like most people in this business, I love The Bear,” Sanford informed the media group on Monday night, according to Syracuse.com. “Actually, I’m obsessed with The Bear. I think we did a great job turning that sandwich into a pizza.”

Toss & Fire has taken over a spot formerly occupied by Dinosaur BBQ and Gianelli Sausage for 20-plus years. That’s a big deal, too—the stand is “an iconic spot [with] a lot of history [for people] growing up in Central New York,” Toss & Fire employee Penny Barbuto told the group, as CNYCentral.com reported. “That was like the spot to go to…so I think we have the makings to step into some big shoes and do it right.”

Sanford said that “months of planning” went into the stand, “designing a space, how we’re going to make it look, how it’s going to feel, how we’re going to make it flow, how people are going to get pizza in a timely manner.”

Sanford and his team reportedly tested 50-plus recipes for the fair and landed on a total of eight, four of which are brand-new, including:

Chicago Beef Pizza ($18): Olive oil, fresh garlic, pecorino, mozzarella, cheddar, provolone, thinly sliced slow-roasted sirloin, mild giardiniera and semi-spicy banana peppers.

Bold Coast Lobster Mac Pizza ($25): Beer-cheese macaroni and cheese with pecorino, mozzarella and fresh Maine lobster from the Bold Coast Lobster food truck.

Chicken Potsticker Pizza ($17): Chicken potstickers, pecorino, mozzarella, fresh scallions, sesame seeds and Thai chili sauce.

Key Lime Cannoli Pizza ($16): Housemade key lime cannoli filling, toasted graham crackers, crushed cannoli shells and a raspberry reduction.

Returning favorites include:

Mamacita’s Birria Pizza ($19): This collaboration with Sara Rius, the owner of Mamacita’s, features her stewed beef dusted with pecorino and mozzarella and finished with cool cilantro, white onions, aged cotija cheese and lime. It’s served with a side of Rius’ consommé for dipping.

SummerCuse ($17): Smashed salt potatoes, pecorino, mozzarella, cheddar, applewood smoked bacon and pulled pork with a drizzle of Dinosaur BBQ sauce and sour cream.

Bit of a Pickle Pizza ($16): EVOO, fresh garlic, pecorino, mozzarella, dill pickle chips, applewood smoked bacon and a ranch drizzle.

Poutine Pizza ($17): Olive oil, fresh garlic, pecorino and mozzarella, plus crispy French fries, cheese curds and beef gravy.