UK pizza chef/restaurateur Michele Civiera says he has introduced New Haven-style pizza to Scotland with this past weekend’s launch of a new Civerinos location in Stockbridge, a neighborhood in Edinburgh. And it’s happening just in time for one of that country’s biggest social events: the Edinburgh Festival Fringe (known locally as the Fringe).
By opening the new store in August, Civiera, an unabashed fan of American pizza, clearly hopes to capitalize on the crowds who will flock to Edinburgh for the Fringe. It’s the world’s largest arts festival and features live music, theater, comedy, dance, opera and more. August 2023 was reportedly the busiest month in the Civerinos brand’s history, with more than 180,000 slices sold, and August 19 was its busiest day ever.
Since the first Civerinos New York-style slice bar opened in Edinburgh in 2014, the brand has expanded to four venues in the capital and one in Glasgow. The Scotland Herald has said Civiera “helped drive the popularity of American-style pizza in Scotland.”
Related: The mystique and magic of New Haven-style pizza
“We’re not following the trend for American pizzas [in Scotland],” Civiera said. “We started it. Our story began long before the East Coast pizza style was hyped on Instagram and TikTok. It’s become a craze because people crave something beyond the typical Neapolitan experience—something crafted with expertise yet unpretentious and fun. That’s what we’ve always aimed to provide.”
Civiera added, “We care more about pizza than anyone. This new venue will be a celebration of everything we’ve learnt about pizza in the last 10 years. It will be celebrated with the service. People will be able to get a broad range of pizza experiences here. You can come in for a big slice with some chili on it or, for the full foodie experience, if you want to speak about textures and different styles of dough, we’re here for it.”
He said he and his team have been “inspired by pizza culture across the U.S., from Pepe’s in New Haven to Pizza Land [a North Arlington, New Jersey pizzeria featured in the opening credits of The Sopranos]. This is the geeksville of the pizza world.”
The menu offers a tour of iconic East Coast pizza styles, from foldable New York slices and crispy Detroit-style pies to the rich, layered Chicago deep-dish. But it’s the introduction of New Haven-style that could become the standout sensation, the Civerinos team hopes. “I believe we are the first in Scotland to do a New Haven pizza,” Civiera said. “It could be the next big thing. It’s chewy, charred, so tasty, and there’s a sharing aspect to it.”
New Haven apizza brings “another flavor and texture profile we aren’t used to,” Civiera said. “In the UK, we have become accustomed to soggy pizzas. For me, when the smell, taste and crunch all come together at the same time with a bit of a New Haven pizza, it is such an incredible experience, especially because it comes slightly charred and crispy. The stripped-back toppings mean you can taste the pizza more. As it’s [made with] pecorino Romano rather than mozzarella, it’s a lot lighter. Most people could probably finish a 20-inch pizza by themselves.”
In the late 2000s, Civiera learned his trade working in New York pizza kitchens, perfecting his skills before opening and after closing. “I always become hyper-focused when it’s something I’m passionate about,” he said, noting that he was recently diagnosed with ADHD. “That’s why I went to America in the first place. Usually, after a period of obsession, I move onto the next thing, but, with pizza, I’ve only ever gone deeper.”
“I think American pizza is the best,” he concluded. “That’s why I’ve dedicated my life to it. This has been a labor of love for a decade. We trialed the first dough [for Civerinos] in a flat just across the road from this new venue. The fact it’s still here and still growing blows my mind every day.“
