This Texas pizza shop ditched tradition and invented a crust that locals crave

At Sauce’d in Grapevine, Texas, you’ll find more than just pizza. You’ll discover a story of marketing meets foodservice, innovation meets chaos, and bold decisions that changed everything. Owner Conner launched the business after years of dreaming and backyard experimenting, with no formal restaurant experience. What started in a conventional oven became a full-scale operation serving both Texas-style pizza and smashburgers.

When Conner took over a second-generation New York pizza joint, he flipped the script. Despite pushback, he stripped the menu of calzones, pastas, and subs to focus on pizza. Over time, he brought burgers into the mix, and not just any burgers. Smashburgers with paprika, chili powder, Worcestershire sauce, and a Gordon Ramsay-defying process. The result? Hundreds sold weekly, and customers crossing categories. Pizza fans became burger fans and vice versa, increasing the average ticket by about $30.

The physical kitchen? Tight. But with smart staffing, Conner and his team made it work. Mistakes are fast and recoverable with burgers. Pizza? A 20-minute reset. Still, they handle both thanks to a clear line setup, a powerful dough room nicknamed the “dojo,” and a staff that knows how to hustle.

Marketing remains key. From early gimmicks like music videos to viral Instagram reels, Connor leaned on his marketing background and a willingness to be on camera. His advice? You are a media company first. Buy the camera, hit record, and get comfortable being uncomfortable. It’s the only way to grow in today’s food business world.

Inside the shop, you won’t find typical sports bar memorabilia. Instead, framed jerseys from movie sports legends like Bobby Boucher and Jackie Moon set the tone. It’s all part of making Sauce’d feel different.

For families, kids get their own dough balls at the table, and soon, they'll get to make their own mini pies. It's experiential, memorable, and smart marketing.

Looking back, Conner says he would have made changes earlier, fired some customers and staff quicker, avoided limiting labels like “New York-style,” and trusted his dad more. But even with the bumps, the journey was worth it. Sauce’d is thriving on its own terms, and that’s something any business owner can learn from.