{"id":143759,"date":"2022-08-01T00:01:47","date_gmt":"2022-08-01T00:01:47","guid":{"rendered":"https:\/\/pizzatoday.com\/?post_type=topics&p=143759"},"modified":"2025-08-21T09:46:26","modified_gmt":"2025-08-21T09:46:26","slug":"2022-pizzeria-of-the-year-tonys-pizzeria-napoletana-san-francisco-ca","status":"publish","type":"post","link":"https:\/\/pizzatoday.com\/news\/2022-pizzeria-of-the-year-tonys-pizzeria-napoletana-san-francisco-ca\/143759\/","title":{"rendered":"2022 Pizzeria of the Year: Tony\u2019s Pizzeria Napoletana, San Francisco, CA"},"content":{"rendered":"

Famed pizzeria surpasses $1 million a month in sales<\/span><\/h1>\n

Approaching 1570 Stockton Street in the North Beach neighborhood of San Francisco at lunchtime, a line of eager diners stretches for a half\u00a0 <\/span>block. At the corner resides a thriving legend in pizza history, Tony\u2019s Pizza Napoletana<\/a>. Everyone on that block knew they were partaking in something special.\u00a0<\/span><\/span><\/p>\n

\"Tony'sTony\u2019s Pizza Napoletana is a melting pot of pizza styles. The pizzeria excels at an array of them, including Classic American, Classic Italian, Pizza Napoletana, California, Pizza Romano, New York, Grandma, Sicilian, Detroit, Coal-fired, St. Louis and gluten-free. With a full menu, Tony\u2019s applies the same \u201crespect the craft\u201d approach to everything served, from the giant meatball app to house-made pastas, desserts and a comprehensive beverage program.\u00a0<\/span><\/span><\/p>\n

\u201cI always said I want to make it an institution,\u201d says owner Tony Gemignani. \u201cThere is only one. I always felt like Tony\u2019s could be the best pizza in the U.S. It could be the best pizzeria in the world. Tony\u2019s is like what\u2019s your favorite spot in Detroit and New Haven and New York and St. Louis and let\u2019s all have it in one place.\u201d<\/span><\/p>\n

Tony\u2019s has experienced a renaissance that has catapulted the famed pizzeria into uncharted territory: one-million-dollar net sales a month. It\u2019s an unfathomable number for even the highest volume of pizzeria.\u00a0<\/span><\/span><\/p>\n

\n

Pizzeria of Year Proud Sponsors<\/strong><\/p>\n

\"hormel,<\/a><\/p>\n

\"burke,<\/a><\/p>\n

\n

The blockbuster sales and Tony\u2019s unwavering reputation as one of the world\u2019s best pizzerias have earned Tony\u2019s Pizza Napoletana the coveted Pizzeria of the Year 2022 honor by Pizza Today.<\/span><\/p>\n

To grasp the steps Tony took to reach unprecedented sales, especially amidst a volatile business environment, let\u2019s look at Tony\u2019s in its infancy.<\/span><\/p>\n

Today, Tony Gemignani is at the pinnacle of his 31-year pizza career.<\/span> He is the chef and owner of more than 30 restaurants and a school. The 13-time World Pizza Champion’s name has become synonymous with pizza making. He has taught some of the industry\u2019s brightest operators and pizza makers. Today\u2019s pizzeria community looks to him as an industry thought leader. It\u2019s easy to forget that Tony\u2019s ascension was gradual and filled with obstacles and those who doubted his vision. But he never did. \u201cTony\u2019s is the first concept that had multiple ovens and styles,\u201d Gemignani says. \u201cEverybody said \u2018why\u2019? Everything has always been \u2018what are you doing that for\u2019? Nobody got it other than my wife.\u201d<\/span><\/p>\n

He spent several years traveling and researching the pizza styles, processes and ingredients that put Tony\u2019s on the map globally. In the mid-90s, he couldn\u2019t simply Google how to create so many styles. Traveling to pizza cities, he immersed himself into every facet of a given style. He also went city to city to experience Italian festivals and soak up every pizza industry-related event. \u201cBefore it was Google, before you could just YouTube it, you had to be out there and I always say, it\u2019s the experience of going to Detroit and going to Buddy\u2019s and going to Naples and trying Enzo\u2019s. There is that feel or understanding of it.\u201d<\/span><\/p>\n

\"detroit<\/p>\n

The industry was very different then. Operators held their secrets closer than they do today. Learning a new style was time-consuming. He spent a decade bringing the concept vision to fruition. \u201cThere was a lot of sourcing, not only importing ingredients, it was sourcing ingredients that were regional ingredients from America that nobody could get,\u201d he says. \u201cSo, there was a lot into Tony\u2019s that took a lot of research, time and being on the road all those years at the conventions and pizza and Italian festivals.\u201d<\/span><\/p>\n

Tony gained experience and acclaim at his brother\u2019s pizzeria, Pyzano\u2019s Pizzeria in Castro Valley. But Tony wanted to chart a course of his own making. He found partners and just after the economic recession of 2008, Tony found a quiet Bay Area neighborhood that had yet to be revitalized. Vacant storefronts were plentiful in North Beach. Honing in on the Little Italy neighborhood, Tony had his pick of buildings. But as he eyed the corner of Stockton and Union, even his broker warned him that it was a cursed corner. Tony instead followed his due diligence on the block\u2019s history. \u201cFor 90 years it was like three places,\u201d Tony says. \u201cAfter that, it was three to four places in two and a half years.\u201d<\/span><\/p>\n

Tony\u2019s Pizza Napoletana opened as a full-service pizzeria in 2009 with raving success. Right away Tony saw a void in convenience, pick-up and delivery in his fine-dining pizzeria and wanted to take over the neighboring storefront. Within eight months Tony\u2019s Coal-Fired Pizza & Slice House opened under the same business license.<\/span><\/p>\n

\"slicehouse,With the combination of fine dining and a counter-service slice house, Tony\u2019s was designed to hit high sales figures and its rise began gradually.<\/span><\/p>\n

\u201cCelebrating the first $1 million, it took a lot and then to get to $1.2 and to do a $5,000 night, those were exciting times,\u201d Gemignani says. \u201cBefore she was my wife, my girlfriend sitting on the counter and me writing out checks. I don\u2019t want people to think that I was never there. Or you could be there, and it could be gone one day. You never know what could happen.\u00a0<\/span><\/span><\/p>\n

\u201cThen you say \u2018wow, how can you do a million-dollar month?\u2019\u00a0 <\/span>he says. “A million dollars a year you\u2019re always trying to achieve that and then the $2 million restaurant. But with Tony\u2019s the goal was $10 million a year honestly. As we started to go, I would always dream about \u2018wow, I could do $10 million\u2019 and now it\u2019s like \u2018can you actually do $12 million\u2019 and during a really unstable and interesting time?\u201d<\/span><\/p>\n

Fast forward, it\u2019s the end of 2019 and Tony\u2019s Pizza Napoletana capped the year with $9.1 million in sales and he anticipated reaching that $10 million mark in 2020 for the first time in its history.<\/span><\/p>\n

Tony was also eager to be a sole proprietor of his namesake business. He had already bought out one partner and in February 2020 Tony bought out the second partner. \u201cI got the biggest SBA loan I\u2019ve ever gotten, the biggest loan I\u2019ve ever gotten,\u201d he says. \u201cI had never gotten an SBA loan. I had only gotten a home loan. I\u2019ve been able to get private equity. Maybe two weeks after the documents were done and we signed everything, COVID hit.\u201d<\/span><\/p>\n

The bottom fell out. The COVID-19 Pandemic<\/a> obliterated San Francisco\u2019s once thriving restaurant industry. The initial blow to Tony\u2019s was devastating, a 56-percent decline in business during that second quarter.\u00a0<\/span><\/span><\/p>\n

Tony stepped into the forefront on Pizza Today\u2019s The Hot Slice Podcast<\/a> and Checking In With series<\/a> offering other operators the realities of COVID-19 in one of the country\u2019s largest metropolitan cities and the actions he was taking to rebound. Some of those steps triggered the immense growth Tony\u2019s experienced in 2021 and 2022.<\/span><\/p>\n

\"romanBut survival was paramount at Tony\u2019s in 2020. The team got creative and innovative to maintain during the grim time, instituting such initiatives as Wine for a Dime, frozen pizzas, take and bake pizza, family specials pizza kits, pizza valet, Easter egg coloring packages, cocktails to-go, and 10 percent customer loyalty pens.<\/span><\/p>\n

They also took a hard look at the operations, making decisions to decrease menu options and offer better online ordering. They restructured the Slice House kitchen and streamlined to-go and the third-party\/pick-up window directly on the sidewalk.<\/span><\/p>\n

Tony\u2019s had used parklet prior to COVID-19, so as soon as the city approved the outdoor seating, Tony went all in. \u201cI invested in the parklets on both sides of the restaurant with lighting and heaters,\u201d he says. \u201cIt was a big investment.\u201d The parklets were completed in phases with roofing added for colder months. The parklets created an additional 100 seats for the busy restaurant. While indoor dining was closed, the parklets, carryout and delivery flourished.\u00a0<\/span><\/span><\/p>\n

The initiatives helped stem the damage and triggered a comeback.<\/span> The efficiencies and parklets sparked Tony and his team to think forward. \u201cWhat happens when it comes back? During COVID, you didn\u2019t have both open at the same time. So, I\u2019m going to my GM Natale, \u2018how are we going to handle it? We could barely handle it at $9.1 and we\u2019re hoping we can get to $10. I remember when we hit $9 and I was like what happens when we hit $11? We don\u2019t have enough refrigeration. We don\u2019t have enough room.\u201d\u00a0<\/span><\/span><\/p>\n

\"parklets,As Tony staged a comeback, he was experiencing one of his toughest times personally with the loss of his mother, who always pushed him to do what makes him happy. He also faced his own mortality after serious illness and surgery, giving him new perspective on his living legacy.\u00a0<\/span><\/span><\/p>\n

Tony took the gamble and reinvested in his concept and created a concrete strategy to handle the sheer volume that he anticipated for Tony\u2019s.\u00a0<\/span><\/span><\/p>\n

In 2019, Tony had started the process of opening a bakery that would also act as a commissary for dough production for Tony\u2019s, as well as other brands. Delayed by COVID-19, Toscano Brothers opened around the corner from Tony\u2019s in May 2021, moving all dough production (mixers and equipment) from Tony\u2019s to the bakery. It doubled walk-in refrigeration and freezer capacity for dough and frozen pizzas \u2014 approximately 70 percent more dough for pizza. It also shifted 25 percent of the inventory from Tony\u2019s to the bakery, which now housed flour, semolina, yeast, oil, malt and other dough-making supplies for Tony\u2019s seven dough recipes.\u00a0<\/span><\/span><\/p>\n

The bakery also provided revenue generation through breads such as sourdough baguettes, artisan batards and boul\u00e9 then cross utilized them for menu items at Tony\u2019s like garlic bread, bruschetta, crostini and sour cherry and chocolate caramel bread pudding. Bagels and pastries added extra income.<\/span><\/p>\n

Using the bakery as a commissary helped free up much needed space at Tony\u2019s. The saut\u00e9 and fryer lines were expanded to double the space and new equipment was purchased. A double stack gas brick oven was replaced by a triple stack electric deck oven.<\/span><\/p>\n

With dough being made at the bakery, the prep, refrigeration and storage areas at Tony\u2019s were poised to tackle more products. \u00a0<\/span><\/span><\/p>\n

The kitchen areas in Tony\u2019s and the Slice House are compact, something you wouldn’t expect for a million-dollar-a-month business.<\/span> However, \u201cIt’s tiny, right?\u201d Tony says. \u201cEveryone knows their stations. They are good at what they do. They\u2019re great pizza makers.\u201d\u00a0 \u00a0<\/span><\/span><\/p>\n

\"oven,Approximately 100 employees staff Tony\u2019s and the Slice House. A seasoned and tested team has been vital to Tony\u2019s success. \u201cRobvell, JP, Stephanie, Mario, Juan, there are a lot that have been with us since the beginning.\u201d<\/span><\/p>\n

Retaining his team has been key in a tough labor market. \u201cA big part of it is I try to lead by example,\u201d Tony says. \u201cSo, I am in the kitchen still. I think that\u2019s pretty important that employees see you working. I\u2019m able to do that. Pay is important. Treat them right is important.\u201d<\/span><\/p>\n

Tony takes a sports team dynamic approach with his crew and hiring. \u201cIt\u2019s a game every night. You have to be better at something. I\u2019ve been pretty fortunate enough to keep some really great core employees. I think the core is important. The infrastructure is important. You can always get people to leave and come but it\u2019s that GM, that chef, wine director, lead bartenders, lead servers.\u201d<\/span><\/p>\n

Another key factor in the concept is creative marketing, often unorthodox campaigns.<\/span> While Tony\u2019s currently does not use a marketing or PR agency, the pizzeria is able to drive traffic with fresh stories that keep Tony\u2019s top of mind in the community and beyond. During Asian Pacific American Heritage Month, Tony put a special pizza on its menu for a month to help raise funds for two badminton players to advance in the sport. A teen badminton champ himself, Tony even challenged the rising stars to a friendly match and taught them how to make pizza. It garnered media attention and generated funds for the athletes.\u00a0<\/span><\/span><\/p>\n

Cause marketing is close to Tony\u2019s heart with three major charities: George Mark Children’s House, Family House, and SF Marin Food Bank, as well as regular pizza donations to St Vincent de Paul.\u00a0<\/span><\/span><\/p>\n

\"SicilianTo grab attention, Tony has collaborated with artists to create custom, limited-edition pizzas and boxes with Ed Hardy and renowned artist and North Beach neighbor Jeremy Fish.<\/span><\/p>\n

Tony is all about creating buzzworthy marketing. He is currently collaborating with Fish on a creative project with a local cannabis dispensary. Tony has created an out-of-the-box slice\/cannabis pairing. \u201cWe do millionaire\u2019s bacon, it has basil and tomatoes,\u201d Tony says. \u201cI do it in the wood-fired oven.\u201d The pizza goes into Fish\u2019s custom-designed box. \u201cYou bring that box up to the dispensary, you have a Tony\u2019s preroll called the ‘Pizza Joint,’\u201d he says. \u201cIt has notes of the basil and the tomato and that earthiness and smokiness of course of that pizza. So, it\u2019s kind of cannabis world, pizza world and artist.\u201d\u00a0<\/span><\/span><\/p>\n

Tony says when you\u2019re up against pizza companies with million-dollar ad and marketing budgets you must find ways to stand out from the crowd.\u00a0<\/span><\/span><\/p>\n

At the end of the day, it\u2019s the personal connection. \u201cWhen you have a personal connection with your restaurant and a personal connection to your customers and the food and what it\u2019s like\u2026those moments of purity are important to share,” he says. “Tony\u2019s has always been about that. I have a story about every single pizza that lands on that table or the flour or the oven it came out of.”<\/span><\/p>\n

DENISE GREER is Executive Editor at\u00a0Pizza Today<\/i>.<\/p>\n

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Famed pizzeria surpasses $1 million a month in sales Approaching 1570 Stockton Street in the North Beach neighborhood of San Francisco at lunchtime, a line of eager diners stretches for a half\u00a0 block. At the corner resides a thriving legend in pizza history, Tony\u2019s Pizza Napoletana. Everyone on that block knew they were partaking in […]<\/p>\n","protected":false},"author":13,"featured_media":143775,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_et_pb_use_builder":"","_et_pb_old_content":"","_et_gb_content_width":"","inline_featured_image":false,"footnotes":""},"categories":[3236],"tags":[2115,2114,1819,1820,1786],"topic":[3271],"class_list":["post-143759","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-best-pizzeria-in-the-us","tag-pizza-of-the-year","tag-pizzeria-of-the-year","tag-san-francisco-pizzerias","tag-tonys-pizza-napoletana","topic-people-pizzerias"],"acf":[],"yoast_head":"\n2022 Pizzeria of the Year: Tony\u2019s Pizzeria Napoletana, San Francisco, CA - Pizza Today<\/title>\n<meta name=\"description\" content=\"Meet Pizza Today's 2022 Pizzeria of the Year Tony\u2019s Pizzeria Napoletana, in North Beach, San Francisco, CA. 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