About Frank Pepe Pizzeria Napoletana

Due to the growing demand for pizza and the end of their rental agreement at 163 Wooster Street, Frank Pepe purchased the building next door at 157 Wooster Street. This new location offered more space, complete with tables and chairs for guests to sit and enjoy their meals—a first for Pepe's, marking the transition from a bakery to a full restaurant. To enhance the dining experience, Frank applied for a beer license, successfully convincing the State of Connecticut that a pizza constituted a full meal—setting a precedent for other pizzerias in the area. Frank also moved his family into the apartments above the restaurant, making the pizzeria the heart of both their personal and professional lives.

Born in Maiori, Italy in 1893, Frank Pepe immigrated to New Haven in 1909 as a teenager, working alongside fellow Italian immigrants in Wooster Square factories. During World War I, he returned to Italy to fight for his homeland and was honorably discharged in 1919. Shortly after, he married Filomena Volpi, also from Maiori. The couple left Italy and arrived to America in January 1920, beginning the journey that would eventually lead to the founding of Frank Pepe Pizzeria in New Haven.

In the early years of Frank Pepe Pizzeria Napoletana, Frank Pepe relied on a small crew of family members, including his half-brother Alessio, Alessio’s son Mac, cousin Tommy Sicignano, and nephews Salvatore and Tony Consiglio. His wife, Filomena, played a vital role in running the business, managing the books and daily operations while also raising their two young daughters, Elizabeth (b. 1922) and Serafina (b. 1926). Salvatore Consiglio, the son of Frank Pepe’s sister, Filomena, learned the pizza craft from his uncle Frank. He opened his own pizzeria down the street in 1938—Sally’s Apizza—helping cement Wooster Street as both a local and national destination.

Frank Pepe pioneered apizza (pronounced "ah-beetz"), a term derived from the Neapolitan Italian immigrant dialect spoken in New Haven. It was written as it was called—apizza. This “apizza” is known for its thin, crispy crust, cooked in a coal-fired oven that produces a signature charred edge. Unlike traditional pizzas, Frank Pepe’s apizza uses a high-moisture dough, resulting in a chewy interior and a perfectly crisp exterior. Frank Pepe’s innovation in pizza-making became the foundation for what would soon be regarded as a New Haven classic, attracting locals and visitors from all over the world to taste his creation.

Since 1925, Frank Pepe's iconic Tomato Pie has been a staple of the menu, made with crushed Italian tomatoes, grated Pecorino Romano cheese, and olive oil. When Frank Pepe first opened the pizzeria, anchovies were the only topping available. Both the Original Tomato Pie and the anchovy topping remain on the menu today.

Frank Pepe became a beloved figure in the Wooster Square community, earning the nickname "Ol Reliable." His contributions extended beyond his pizzeria, as he was known for his generosity and commitment to helping his neighbors. His unwavering love for his growing extended family was evident in his involvement both in the business and the local community.

By 1955, Frank Pepe had been in business for 30 years and his pizzeria's popularity had soared. Beloved by the Italian-American community in Wooster Square, Frank Pepe’s pies also became a favorite among Yale students, residents in the Greater New Haven area, and travelers passing through the city on their way to and from destinations like New York City or Boston. Frank Pepe’s reputation for serving exceptional New Haven-style pizza spread far and wide, attracting pizza lovers from all walks of life.

In 1964, Frank Pepe introduced what would become one of his most famous creations—the White Clam Pizza. During this time, Frank served Rhode Island clams on the half-shell as an appetizer while guests waited for their pizzas, which was a natural choice, given New Haven’s location as a shore town in New England. Inspired by the freshness and abundance of the clams, Frank decided to add them to his pizza, crafting a simple yet flavorful pie with olive oil, garlic, oregano, grated cheese, and freshly shucked clams. The White Clam Pizza was an instant success and has since become a signature dish, widely celebrated for its distinctive ingredients and its place as a New Haven classic.

Frank Pepe passed away in 1969, followed by his wife, Filomena, in 1971. After their passing, their daughters Elizabeth and Serafina took over full ownership and operation of Frank Pepe Pizzeria Napoletana. Committed to preserving their parents’ legacy, Elizabeth and Serafina dedicated their lives to the pizzeria, managing all aspects of the business—from taking orders and hiring to payroll and daily operations. Their hard work and devotion ensured the continued success of the family-run pizzeria, keeping Frank Pepe’s vision alive for future generations.

In their book “Road Food,” Yale Alumni Jane and Michael Stern mentioned Frank Pepe's as a top regional food destination. Moving forward forward in time, national recognition of Frank Pepe's exploded by being included in widely distributed travel guides and restaurant lists including Frommers, Fodors, Zagat, and Lonely Planet.

The Spot was originally where Frank and Filomena Pepe established their pizzeria in 1925, before purchasing and moving to a larger space next door at 157 Wooster Street in 1936. After the move, the original oven remained in use as a pizzeria operated by the Bocamielo family, which became known as "The Spot." In 1978, Elizabeth and Serafina purchased The Spot, complete with its original oven, and grandson Francis Rosselli began renovations on the building. During the renovation, Francis remained dedicated to preserving his grandfather’s recipe and vision. The Spot reopened to the public in 1981 as an annex to the main Frank Pepe location. Although Francis decided to keep the name, The Spot always functioned as an extension of the main restaurant. Today, The Spot is still an integral part of New Haven operations, featuring the original 1925 oven used by Frank and Filomena. It shares the same menu and staff as the main building at 157 Wooster Street, continuing the family’s pizza legacy.

In the early 1990s, Elizabeth and Serafina Pepe retired and passed the pizza business on to their children Anthony, Francis, Lisa, Bernadette, Genevieve, Jennifer, and Gary. All family members worked, in some capacity, within the family business.

By October 1995, Sal Montagna was Frank Pepe’s most beloved and longest serving employee - having been with the business for 56 years. Having worked with both Frank and Filomena Pepe, Serafina and Elizabeth Pepe, and then with the Pepe grandchildren, Sal maintained that “It's still made the way it was when he [Frank Pepe] first started." For guests - Sal's familiar face and friendly demeanor as a server was part of the experience and magic of Frank Pepe Pizzeria Napoletana. Sal passed in 1998, after working 59 years at Frank Pepe's.

Considered the Oscars of the food world, Frank Pepe Pizzeria Napoletana was recognized as an James Beard Foundation's "America's Classics." Such prestige is only awarded to family-owned restaurants operating for over a decade with "timeless appeal, ... beloved in its region for quality food that reflects the character of the community." Frank and Filomena's daughters, Elizabeth and Serafina, accepted the award in 1999. As of 2024, Frank Pepe Pizzeria Napoletana was one of 126 still operating American restaurants to be granted the award.

In 2006, Frank Pepe Pizzeria Napoletana opened its first location outside of New Haven, less than 25 miles away in Fairfield, CT. Frank Pepe's grandchildren oversaw the construction of a replica of their grandfather’s original coal-fired brick oven to bring the same authentic apizza experience to new guests. The success of Fairfield paved the way for additional locations, including Yonkers, NY, Manchester, CT, and Mohegan Sun in the years that followed. By 2024, Frank Pepe's has expanded to 8 locations across Connecticut.

The Daily Meal named Frank Pepe's White Clam Pizza as the best pizza in the country, an honor it would win five more times over the next 7 years. This prestigious recognition highlights Frank Pepe's continued excellence in pizza making. Over the years, Frank Pepe's has also been celebrated by Food & Wine Magazine for "America's Best Pizzas," Food Network for "Best Pizzerias in America," and Gayot for "Best Pizza Restaurants in the USA."

Frank Pepe’s grandchildren introduced their New Haven-style apizza to the Boston market with the opening of a location in Chestnut Hill. As the family expanded into Massachusetts, they remained dedicated to upholding the tradition and care that has defined the brand for 100 years, knowing that every pizza tells the story of their legacy. The success of Chestnut Hill led to additional locations in Watertown and Burlington, MA, as well as an expansion into Rhode Island.

Frank Pepe Pizzeria expanded South, first into the Washington DC market with locations in Bethesda, MD, and Alexandria, VA, and then further into South Florida with locations in Plantation, FL and Delray Beach, FL. Frank Pepe’s charred New Haven-style apizza has been embraced by communities up and down the East Coast. All locations remain proudly family-owned, continuing the legacy of Frank and Filomena Pepe.

Frank Pepe Pizzeria proudly celebrates its 100th year anniversary, marking a century as Connecticut's oldest pizzeria and one of the oldest in America. Over the years, Pepe’s passionate fans and former teammates have helped spread the New Haven-style apizza sensation across the globe. In 2024, New Haven was named the Pizza Capital of the United States, a testament to the city’s rich pizza heritage and Frank Pepe’s lasting influence on the world of pizza.