Living the pizza dream: Matthew Etchemendy of Ace’s Pizza

As a kid, Matthew Etchemendy always dreamed of being a pizzaiolo. Now, as the owner of Ace’s Pizza in Brooklyn, Rockefeller Center, and Long Island City NY, he’s living that dream. Ace’s, known for its distinctive square-shaped pizzas and bold flavor combinations, has gained a reputation for pushing the boundaries of traditional pizza while maintaining a focus on quality and consistency.

Check out Matthew’s full video interview or read the transcript below to gain his insights for both new and seasoned shop owners.

Sabrina D’Alessandro: 

I'm Sabrina here with Slice. And today in the hot seat we have…

Matthew Etchemendy: 

Matthew Etchemendy, owner and proprietor of the world's famous Brooklyn-born Ace’s perfect pizza. 

Sabrina: 

We are so happy that you came to Pizza Con today in Philly. So excited to have you here. Could you tell us a little bit about your story — how you guys got started in the pizza business?

Matthew: 

I'm a chef by trade. I've been cooking my whole life. I've always been in love with pizza. I grew up in a pizza family. And, I ultimately always wanted to get into pizza. So when the opportunity came, I took it. 

I was inspired by, sort of the old Pizza Hut's from the late 80s, early 90s. I grew up going there, my family taking me there. And I just really wanted something like that again, you know, selfishly, for me to go to and enjoy. So, that was kind of really my inspiration behind Ace’s. 

And then I thought, matching sort of that esthetic and that energy and that vibe with Detroit style pizza was like the perfect marriage.

So Aces Pizza was born, and we haven't looked back. 

Sabrina: 

And I know you guys started during the pandemic. 

Matthew: 

We did, yeah. 

Sabrina: 

What was the process like there? I heard from Jessie that you guys bought the place and it didn't get touched for a couple months. What happened there? 

Matthew: 

Yeah. So I actually signed the lease for the space in November of ‘19. So about 4 or 5 months before the pandemic started. I was getting everything together. We were just getting started with construction, and then the pandemic hit, and everything just went on pause. People left the city and my landlord was very good. And honestly, if I was opening anything else besides pizza, I probably would have got out of the lease.

But I was too excited to do it. Pizza's just something that could survive in that atmosphere. I was determined to get it done. So we definitely took a pause while nobody was doing anything working. So we got back to it closer towards the end of the year of 2020, got to work and, and got open January 21. 

But we opened with no seating because there was still no indoor dining. And we had all these restrictions and rules. So we just opened the doors, it was time we had to do it. So we just opened the doors literally with no seats, no booths, no tables. We just did delivery. And people walking in, opened without a liquor license because, you know, Ace’s in Williamsburg is a full bar concept, too. So open to no bar, no tables, no chairs. Got that going for a couple months. And then things started to get open again, you know, and it just took off.It just snowballed after that. 

Sabrina: Matthew: 

 Well, we're so happy that you pushed through. So January will be five years of your anniversary?

Matthew: 

No. Well, 25. Yeah. So is that five years? Oh my goodness, five years. 

Sabrina:

Does it feel like five years? Or does it feel like ten years — or one year? 

Matthew: 

No no no no no, it feels like less. It feels like we just opened the doors a couple of years ago. It's been a whirlwind, but it's been awesome. I love the community. Like the pizza community, the pizza world. It's been really cool and welcoming and just the community that we've built with regulars in the neighborhood at Aces and our restaurant neighbors.

We started last year, last summer we started doing these collabs with local restaurants and chefs and, and we did these little parties at Aces inspired with pizzas. Inspired by the local chefs and restaurants, and their ingredients and their dishes, they just turned into these huge summer parties on Fridays. We just thought that we've built, like, a really great community. And I'm super excited about it. It's a lot of fun. 

Sabrina:

How would you describe this community that you built? What's energy like? How do you want people to feel when they walk into your shop?

Matthew: 

I want them to feel like they're a kid again. Well, I want adults to feel like they're kids again. In a place they can have a drink and share some pizza and salads and wins with friends. And at the same time, what's been so exciting and invigorating to me about aces is the demographic of people that comes in. It's for everybody. Everybody loves Aces. 

It speaks to an older generation, the younger generation. We got kids in there who love it. You know, we have video game systems and some board games and just there's a lot of fun old stuff on the walls. And, it feels really cozy and welcoming. It almost feels like grandma's basement or something. It takes an older generation back to a certain time, you know, that they really appreciate. And it really speaks to a younger generation, too. Everybody seems to just really, just really connect to it. And so that's been really exciting and motivating to me. I'm happy I could sort of deliver that experience to people. And then pairing it with just awesome pizza, it's, it's been great. 

Sabrina:

It sounds like a great combination. I think a lot of people, when they go to a pizza shop, it's magical. You walk in and you think all this was just, like, from nature, just happened this way. But, a lot of people don't realize how much truly goes into creating a place, creating an environment like you did. Personally, what has been the biggest sacrifice for you in making your dreams a reality?

Matthew: 

Honestly, it really hasn't been a sacrifice at all. It was a great experience building it and opening it. It was a wild and fun experience that first year when it just started to get busy and we had a really small crew. It's. And the growth. And I love being there.

So to me it hasn't been a sacrifice at all. It's been a gift. And, we're just excited to, you know, to continue on and see where it goes and, yeah. Yeah, it's not a sacrifice at all. Honestly. 

Sabrina:

When you love what you do, where you go doesn't feel like you're working.

Matthew: 

That's it. That's exactly right. 

Sabrina: 

That's great to hear. And now switching gears a little bit, talking about your dough style almost five years in the business, clearly you're doing a lot of things really, really right. 

How would you describe your dough? What's the process like at a high level

Matthew:

Sticking to the basics and making sure, you know, you're just doing it right day in and day out, always being aware of the right, you know, because it's a living thing. And so, you know, temperature can affect humidity and a lot of outside factors can affect it. But, yeah. So it's really just making sure you're getting your hands in it every day and making sure it feels the same. It's the same. And, just paying attention to it, just keeping an eye on it day in, day out, and making sure it's right. And if it's not right, tinkering with it, making the adjustments that you know where it needs to be.

Sabrina:

And do you have any early memories making pizza or being in the cooking world? 

Matthew: 

Absolutely. I have some actually great photos when I was about, oh, yeah, making pizzas in the kitchen with my grandmother. Yeah. Plenty. Plenty of memories. I've always been. I've always loved to be in the kitchen.

I've always loved to cook with my family. And it's always been something that I grew up with. But, yeah, memories and photos to prove them. They're hanging up at aces, too. 

Sabrina: 

I'm going to have to come by your place. And, your grandma. Is she with us?

Matthew: 

She's not. No, unfortunately. 

Sabrina: 

What do you think that your grandma would say to you about what you've built and the community you've created?

Matthew: 

I think she would be super happy to see it. I think she would be super happy to see those photos on the wall. I think she would love it. And, it would have been great if she could have been here to kind of enjoy that. Enjoy this experience that we're kind of having and giving to people.

Sabrina:

I'm sure you feel it when you're making the dough, when you're cooking. Her spirit is there with you. And I'm sure she's extremely proud. Everything you've built and what, what it's going to come that you guys don't even know yet.

Matthew: 

I hope so, yeah. 

Sabrina:

Thank you so much for talking to Slice today. We're so happy to have you here at Pizza Con in Philly.

Matthew: 

My pleasure. Thank you.