The power of creativity and marketing in the pizza business

In the competitive pizzeria world, standing out can mean the difference between success and failure. For Joe Brignoni of Joe’s Rotisseria in Asbury Park, NJ, a moment of creative desperation led to the creation of a "pizza Frankenstein" that not only saved his business but catapulted him to social media fame.

Joe's signature creation, known as the "Triple Threat," is a unique blend of pizza, calzone, and garlic knots all in one. This innovative dish came about during a challenging time for his pizzeria, as he reveals in a recent interview with Slice founder Ilir Sela.

"It was my first year in business, and I hit the six-month mark and I was not making any money,” Joe said. “I hadn't taken a paycheck in about seven months. I needed something to blow me up. Otherwise I was going to have to work for someone else."

The birth of the Triple Threat was almost accidental. Joe recalls the moment of inspiration:

"I had made a calzone, but when I folded the calzone over, I made it too big. So I had a lot of excess dough. So I was like, ah, this probably could be a pizza, you know what I mean?"

But the innovation didn't stop there. Joe noticed a problem with his creation and found an ingenious solution.

"We tried it out without the garlic knots and the calzone busted. So I was like, maybe if I put some garlic knots on it, it'll keep it in place. So we put the garlic knots on the calzone, and there was no bust. It looked like a crown," said Joe.

This culinary experiment turned out to be the game-changer Joe needed. He shared his creation on social media, and the response was overwhelming.

"I posted a video, and I had like 500 followers at the time, and it got like 200,000 views. And then I got flooded with emails from sites like Thrillist and Insider," Joe explained.

The viral success of the Triple Threat transformed Joe's business almost overnight. "Next thing you know, my Instagram went from like 5,000 to 20,000 to 40,000 to 50,000. And then all these people wanted to try my pizza."

The Triple Threat's popularity even led to national recognition. Joe’s Rotisseria was featured on Guy Fieri's Grocery Games. It was “an experience and a half” for Joe, who was once on the brink of closing his pizza shop.

Joe's story is a testament to the power of innovation in the restaurant industry. By creating something unique and leveraging social media to spread the word, he turned his struggling pizzeria into a thriving business with a loyal following.

For aspiring pizzeria owners or those looking to revitalize their business, Joe's experience offers valuable lessons. Don't be afraid to experiment with your menu, embrace social media as a marketing tool, and, most importantly:

"Be yourself. Don’t copy nobody, be yourself."

In a world where pizza shops are a dime a dozen, it's the unique offerings and authentic experiences that stand out. 

Joe's Triple Threat didn't just save his business — it redefined it, proving that sometimes, the most successful ideas come from thinking outside the pizza box.

For more of Joe’s insights, check out the full episode of How You Slice It.