A hidden gem of American pizza culture, tucked away in New Haven, Connecticut, for nearly nine decades, is launching its boldest growth strategy yet: 255 new locations across 12 states starting in 2026, with ambitions reaching 1,000 nationwide.
This move by Sally’s Apizza thrusts a fiercely local tradition into national spotlight, raising questions about preserving its signature taste amid rapid scaling.
The Mystery of New Haven Apizza
New Haven guards a pizza style born from coal-fired brick ovens that blaze above 1,000 degrees Fahrenheit. These ovens produce a charred, crispy crust with a chewy core, sealing in flavors unmatched by standard kitchens. Three pizzerias—Frank Pepe’s (1925), Sally’s Apizza (1938), and Modern Apizza (1934)—form the core of this legacy, drawing devotees who debate their merits endlessly.
Sally’s, started by Salvatore “Sally” Consiglio on Wooster Street, built its fame through word-of-mouth alone. No ads, no franchises—just thin-crust apizza that once drew President John F. Kennedy in 1959. Lines stretch two hours at the original spot, a testament to its pull.
Dave Portnoy’s Influence
In December 2018, Barstool Sports founder Dave Portnoy reviewed Sally’s, scoring it 9.2—tied for 11th in his One Bite rankings among over 1,000 reviews. He deemed it “real good” and “the leader in the clubhouse.” This rare high mark, amid fewer than two dozen 9-plus scores, amplified its regional buzz into national curiosity.
The Ambitious Rollout
The 38-page expansion blueprint targets Texas first with 45 sites, followed by Florida (35), New York and New Jersey (25 each). Pennsylvania, Maryland, Connecticut, and Massachusetts round out the initial 255 across 12 states, focusing on Northeast and Sun Belt areas with matching customer profiles.
Construction has begun in Connecticut and Massachusetts, signaling momentum. Achieving 255 spots would rank Sally’s as the 17th-largest U.S. pizza chain, between Blaze Pizza and Sbarro, while creating 3,825 to 6,375 jobs.
Preserving the Coal-Fired Essence
Sally’s sold to Lineage Hospitality in 2017, unlocking capital for growth while keeping family ties—Ricky Consiglio advises on branding. Partnering with Moseley Group, which has worked with Starbucks and Chick-fil-A, they tackle supply chains, kitchen designs, and franchising.
Brand advisor Christian Bonaventura outlined the vision: “Sally’s ambition is to be the Chipotle of pizza. What does that mean? That means being the highest quality culinary product in its category at a 1,000-location scale.” New 3,000-square-foot fast-casual outlets aim for suburbs, ditching long waits.
Engineering portable coal ovens poses the biggest hurdle. Coal’s dry heat creates the vital char, unlike wood’s moisture. Menus will expand to Italian entrees, pastas, salads, and craft cocktails, broadening appeal.
Rivals’ Contrasting Paths
Frank Pepe’s, with 17 locations in seven states, opts for “slow and steady growth” without set targets, expressing support for Sally’s while sticking to caution.
Modern Apizza remains at one site, family-run with no expansion plans. Owner Bill Pustari voiced doubts to CT Insider: “To do 250 stores coming up soon, you just kind of are throwing stuff at a wall and seeing if it sticks, I guess. I could be totally wrong, and these guys could be super successful and the richest people around. But I don’t feel like I missed out.”
Scaling to 1,000 would demand 32 openings yearly for 30 years or 50 for 20, potentially yielding $1.3 to $2.5 billion in revenue—eclipsing Papa Murphy’s but trailing giants like Domino’s.
The Stakes Ahead
Sally’s tests if New Haven’s soul—decades-fermented dough, coal char, meticulous craft—can thrive in franchise formats across strip malls. Success could bring elite apizza to millions; failure might dilute a legend. As sites rise, the outcome will shape whether tradition bends to ambition or holds firm.
Sources:
Sally’s Apizza Texas Expansion – Houston Chronicle, December 22, 2025
Sally’s Apizza Expansion Plans Announced – CT Insider, December 18, 2025
Famous Pizza Chain Plans 255 New Locations – Syracuse.com, December 19, 2025
Sally’s Apizza Expansion Plans Compared – Yahoo Finance, December 23, 2025
Sally’s Apizza Official Expansion Document – Company Website, 38-page Development Plan
New Haven Pizza History and Rankings – Dave Portnoy One Bite Pizza Rankings, December 2018