By Erica D’Arcangelo
In the age of social media, TikTok isn’t just an option—it’s the platform for explosive growth, especially for pizzerias. With a staggering 1.9 billion monthly active users opening the app 20 times a day, the platform has transformed from a social hobby into a nonstop machine where users spend upwards of 90 minutes daily immersed in content.
This level of attention means that a single viral moment can fundamentally rewrite the future of a business or creator overnight. I’ve been lucky enough to experience this growth firsthand while marketing for my family’s pizzeria, D’Arc’s Pizza in Windber, Pennsylvania, which opened in 1960. In this small town, we’re a local staple—but because of TikTok, we’re known globally.
I’ll share the formula I used to go viral in this article, and how you can make TikTok content for your pizzeria that gets seen and heard.
Learning the TikTok Algorithm: If At First You Don’t Succeed
What many don’t know is that the TikTok growth wasn’t as fast or easy as it might look. There were many “failures” on the road to creating successful, viral TikTok content.
In the beginning, I viewed creating viral content on TikTok as something that was relatively unachievable. After spending hours and hours scrolling through everything from ASMR to story time to mukbangs, I just felt confused. I started off making some videos of the business, the ovens and a little bit of the food, talking about the history. No real movement.
I decided to go back to the drawing board and focus more on our menu, combining two TikTok favorites: ASMR and food. One day, I was standing in the hot kitchen with a slice of pizza in one hand and my iPhone in the other. As I watched the pizza being taken out of the oven, cut and boxed, I was personally mesmerized by the process. (In fact, I think I have been most of my life.)
I thought, “If I could watch this over and over, so could others.” I decided to shoot the process.
Success: The Sound of Cutting Pizza
To be honest, filming this shot wasn’t difficult. A few hundred pizzas are made every day. It started out with just taking our large metal spatula and moving the cut pizza into the box. The videos started to go from two-hundred views to a few thousand.
Here I was, nervously tagging #foryoupage and hoping the pizza gods were listening. I saw a few thousand views, but it felt like I was barely scratching the surface. So, I leaned in. More pizza, more cutting, more videos. A slow build, but with every new watch and comment, I could see the momentum was finally shifting.
Every morning started the same: wake up, open TikTok and check the notifications. Then came the day everything changed. I woke up to my first viral hit—one million views overnight. I didn’t hesitate; I doubled down, riding the ‘viral wave’ with video after video of that perfect pizza slice.
Today, our single most-watched video has logged 64 million views. But the real magic isn’t the numbers—it’s the people from all over the world walking into our small, family-owned shop in Windber just because they ‘saw us on TikTok.’
@darcspizza Double cuts ✌🏼🍕 #pizza #fyp #foryou #foryoupage #foryoupizza #food #italianfood ♬ original sound – D’Arc’s Pizza
The More Things Change, The More They Stay The Same
Even though some things are the same, the TikTok game has changed. It’s no longer just about the “pizza gods” and a few hashtags—it’s about planning, consistency, and posting. Here is how you go viral in 2026, while keeping that same content creation hustle:
Master Retention
In the early days, we just prayed the algorithm would show our videos to someone. Now, it’s all about watch time. To hit major view milestones, you need a hook that grabs them in the first two seconds. Whether it’s the sound of the crust cracking or a shot of the steam rising, you have to give them a reason not to scroll. Don’t just show the pizza; show the moment the knife hits the dough. You can also film yourself introducing what you do and a conclusion to make your video longer and associate you with your brand.
Double Down on Reality
It’s not necessary to create videos with a polished, corporate look. The “unfiltered” truth is what’s most attractive. This allows you to be true to your identity and story. In 2026, we’re seeing a massive shift toward behind-the-scenes storytelling. The 4 a.m. dough prep, the burnt edges and the chaos of a busy Friday night in your shop. It’s all authentic and real.
@darcspizza D’Arc’s Pizza, est. 1960 🍕. Read our story 🇮🇹 #pizza #foryoupizza #booktok #books #bookclub @storyaboutpizza ♬ Lost in a Book – Outer Circle
The Use of Hashtags
The days of #fyp and #foryoupage being the secret sauce are over. Today, the algorithm is smarter. It wants to know exactly who you are so it can find your audience. We found our growth by sticking to what we knew: making pizza. And, the best part of the pizza business is that no two pizzerias make their pizza exactly the same. Whether it’s the specific way you fold the box, the cheese you use, or how you proof your dough, find that one thing that makes you unique and post it until the world can’t look away.
Comments and Engagement
Growth in 2026 isn’t just about views; it’s about engagement. When someone tells us how hungry they are, asks if we ship or where Windber, Pennsylvania, even is, we don’t just “like” it—we reply. By doing this, it lets TikTok know that your page isn’t just a broadcast, it’s a community. It turns a random viewer into a fan and a customer, someone who’s willing to travel across the country just to try your pizza in person.
As we move through 2026, it’s clear that TikTok has more than solidified its reign as a global leader for food and beverage marketing. By consistently creating content, watching your engagement and your views, you too can create viral TikTok content. And hey, if you’re still feeling stuck? Drop me a message. I’m always down to help a fellow shop get the recognition their pizza deserves.
Erica D’Arcangelo is a content creator, author and storyteller specializing in Italian heritage and food culture. Known for developing the viral digital brand for her family’s legacy business, D’Arc’s Pizza, which opened in 1960, Erica is the author of the bestselling book, A Story About Pizza. She has also released a children’s book series on Italian culture and pizza with the titles: Pietro’s Pizza, Pietro’s Pizza Toppings, and Pietro’s Italian Christmas.
Erica is the host of the Pizza Story Podcast, where she interviews family-owned pizzerias, talented pizzaiolos from across the world and artisans who are keeping Italian culture and tradition alive. Her work centers on the enduring power of family and authentic Italian food. You can contact Erica directly by email at [email protected] or through her website. You can also download her pizza marketing guide here: A Story About Marketing Pizza Guide.
