MT Pizza King in Detroit wasn’t always the standout pizza destination it is today. When Matt took over, the shop had little character and lacked a strong customer base. Instead of sticking to the old formula, he took bold steps to reinvent the business from the ground up.

Ditching the Conveyor for a Better Product

One of the biggest changes Matt made was switching from a conveyor oven to a deck oven. He knew quality had to come first, and that meant reworking the entire pizza-making process. This decision wasn’t easy. Training staff on a new system while still running the business came with challenges, but the results were worth it. The pizza quality improved, and customers quickly noticed the difference.

Creating a Unique, Nostalgic Atmosphere

MT Pizza King isn’t just a place to grab a slice. Matt designed the shop to feel like a throwback to a 1970s basement bar. From wood paneling and Formica countertops to an old Nintendo 64 and VHS tapes playing classic movies, the space offers an experience that keeps people coming back. Customers don’t just come for pizza; they come to hang out and be part of something special.

Traveling for Pizza Knowledge

To perfect his recipe, Matt spent months traveling to major pizza cities like New York and Chicago. He visited over 40 pizzerias, learning what made them great. He also took a certification course in Staten Island to refine his technique. This dedication to research and learning gave him the foundation to create a standout product in his own shop.

Simplifying the Menu for Better Execution

Another key move was cutting unnecessary menu items. The shop originally had a long list of offerings, including a Nashville hot chicken ghost kitchen. Matt decided to focus on what truly mattered—pizza, great subs, and high-quality ingredients. By doing fewer things exceptionally well, he built a brand known for consistency and excellence.

Using Snapchat to Drive Sales

While most pizzerias focus on Instagram and Facebook, Matt discovered that Snapchat was a hidden goldmine. Posting food pictures on his story with a location tag consistently brought in customers. This unexpected marketing tool became a powerful driver of revenue, proving that being where the younger audience is can pay off.

The Lesson for Other Pizza Shop Owners

MT Pizza King’s success wasn’t luck. It was the result of bold decisions, an obsession with quality, and a commitment to creating a unique experience. Whether it’s improving product consistency, designing a welcoming space, or leveraging underutilized marketing platforms, there are plenty of takeaways for any pizzeria owner looking to grow.

For those running a pizza shop, the question isn’t just how to make great pizza. It’s how to create a brand and an experience that customers can’t stop talking about. Matt figured that out and his shop is thriving because of it.