Juliana’s Pizza

What Juliana’s Pizza does

Juliana's Pizza is a privately-held, single-location artisanal pizzeria founded in 2012 by Patsy and Carol Grimaldi at 19 Old Fulton Street in Brooklyn, New York, directly under the Brooklyn Bridge. The restaurant's core product is hand-stretched New York-style pizza baked in a hand-built anthracite coal-fired oven at approximately 850°F (450°C) — the first coal-fired oven commissioned in New York in over fifty years — using a proprietary dough recipe (flour, water, fresh yeast, salt) and ingredients including DOP San Marzano tomatoes and housemade Brooklyn mozzarella. The menu spans classic pies (Margherita, Marinara, White), numbered specialty pies (No. 1–6), calzones, pasta, salads, soups, and desserts, with personal pizzas starting at $17.50 and specialty pies reaching $36.

The business operates on a deliberate anti-scale model: no delivery, no catering, no substitutions on specialty pies, no reservations, and no second location. Revenue is generated through dine-in service (daily 11:30am–3:15pm and 4pm–9pm), online take-out/pickup via Toast Tab, nationwide shipping of 2/3/4-pizza packs through Goldbelly, Take & Bake par-baked pizzas via FreshDirect, branded merchandise (shirts, caps, aprons), gift cards, and on-site alcohol sales. The customer base is a horizontal mix of walk-in tourists visiting the Brooklyn Bridge, local Brooklyn residents, nationwide shipping customers, and home cooking enthusiasts.

The company has been recognized as the No. 1 Pizza in America by the TODAY Show (2015), No. 1 on TripAdvisor (2015), and No. 1 in NYC by Zagat (2017). The brand is named after founder Patsy Grimaldi's mother, Juliana Lancieri Grimaldi, and carries the legacy of Patsy's prior co-founding of Grimaldi's Pizzeria at the same address. The company remains independent and family-controlled, with no institutional funding, no public listing, and no disclosed financial figures. Founder Patsy Grimaldi passed away in February 2025; the operating entity continues to operate under the same brand and location.

Name

Juliana’s Pizza

Legal name

Juliana's Pizza

Website

https://julianaspizza.com

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

1–10 employees

Short description

Juliana's Pizza is a single-location Brooklyn pizzeria founded in 2012 by Patsy Grimaldi, serving hand-stretched coal-fired New York-style pizza baked at 850°F in a hand-built anthracite coal oven, with dine-in service, nationwide shipping via Goldbelly, and Take & Bake via FreshDirect.

Ownership category

akta.pro rank

Product category

Pizzeria Restaurant

NAICS

Limited-Service Restaurants (722513)

SIC

Retail-Eating Places (5812), Retail-Eating & Drinking Places (5810)

akta.pro primary industry

Pizza Fast Casual (THAFABAB)

Keywords

• Coal-fired pizza
• New York-style pizza
• Italian restaurant
• Pizzeria dining
• Artisan pizza

Headquarters

HQ city

Brooklyn

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Supply Chain, Operations, Personnel, Infrastructure, Marketing or Sales, Technology or R&D

Revenue model

1. Dine-In Restaurant Sales: Traditional brick-and-mortar restaurant revenue from dine-in customers at the Brooklyn location, operating daily for lunch and dinner service.
2. Take-Out/Pickup Orders: Online ordering via Toast Tab for take-out/pickup during business hours, plus phone orders.
3. Nationwide Shipping (Goldbelly): Partnership with Goldbelly to ship pizzas nationwide in packs of 2, 3, and 4 pies.
4. Take & Bake (FreshDirect): Par-baked fresh pizzas delivered via FreshDirect for home preparation.
5. Merchandise and Apparel: Sale of branded apparel including shirts ($15), caps ($18), aprons ($18) and gift cards in various denominations.
6. Alcohol Sales: Serving wine, beer, and sometimes hard cider at the restaurant.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels5 records

Core offering

Juliana's Pizza operates a single-location Brooklyn pizzeria serving hand-stretched, coal-fired New York-style pizzas baked at approximately 850°F in a hand-built anthracite coal-fired oven. The menu includes classic pies (Margherita, Marinara, White), specialty numbered pies (No. 1-6), calzones, pasta dishes, salads, desserts, and beverages. Beyond dine-in service, the business extends reach through par-baked Take & Bake pizzas distributed via FreshDirect and nationwide shipping through a Goldbelly partnership, plus branded merchandise.

Product overview

Juliana's Pizza operates as a single-location Brooklyn pizzeria founded by Patsy Grimaldi, offering coal-fired New York-style pizzas alongside complementary food and beverage products. The core product is their hand-stretched pizza baked in an 850°F anthracite coal-fired oven, available in classic varieties (Margherita, Marinara, White, Calzone) and specialty pies (numbered No. 1-6). The company extends its reach through two distribution channels: Take & Bake par-baked pizzas distributed via FreshDirect for home preparation, and nationwide shipping through a Goldbelly partnership. Complementary offerings include pasta dishes (Spaghetti alla puttanesca, Spaghetti and meatballs), housemade soups, salads, and desserts (Brookies, cannoli, Ring Dings, ice cream). The company also sells branded apparel and gift cards through its gift shop.

Differentiator

Problem solved

Functional benefit

Products and services

• Coal-Fired Pizza Hand-stretched, traditionally crafted pizzas baked in a coal-fired oven at approximately 850°F. Offered in classic varieties (Margherita, Marinara, White, Pepperoni) and specialty pies (No. 1 with scamorza and pancetta, No. 2 with bufala mozzarella, No. 3 with sausage and broccoli rabe, No. 4 with prosciutto and arugula, No. 6 with grilled chicken and guacamole). Sold whole only, made fresh to order at the Brooklyn restaurant.
• Take & Bake Pizza Par-baked fresh pizzas pre-cooked in the coal-fired oven, quick-chilled and packaged for home preparation in approximately 5 minutes. Available in Margherita, Pepperoni, White, and Special No. 1 varieties. Distributed via FreshDirect for home delivery with 10-day refrigerated shelf life.
• Juliana's x Goldbelly Nationwide Shipping Nationwide pizza shipping through a Goldbelly partnership, delivering fresh and frozen Take & Bake pizzas to customers outside New York. Pizzas are shipped in packs of 2, 3, and 4 for delivery anywhere in the US via the Goldbelly platform.
• Pasta and Side Dishes Italian pasta dishes including Spaghetti alla puttanesca (vegan), Spaghetti and meatballs, and housemade meatballs with tomato sauce. Accompanied by Patsy's Housemade Soup (seasonal lentil, pasta fagioli, or pasta piselli).
• Salads Fresh salads including Arugula, Tomato & Cucumber Salad, Hearts of Romaine with mock caesar dressing, and Matt's Mix with baby spinach, butter lettuce, and assorted vegetables. Goat cheese and walnuts available as additions.
• Desserts Dessert offerings including Brookies (brownie-cookie hybrid), Carol's Cannoli, Ring Dings (almond paste cakes in multiple flavors), New York Cheesecake, and ice cream from Brooklyn Ice Cream Factory. Berries and Cream available seasonally.
• Gift Shop (Apparel and Gift Cards) Branded merchandise including t-shirts, caps, and aprons in various colors. Gift cards available in denominations of $25 and above, with physical cards at the restaurant and e-gift cards via Toasttab.
• Beverages Beverage offerings including coffee (cappuccino, espresso), egg cream, hot chocolate, tea, iced tea, soft drinks (Brooklyn Seltzer Boys, Coke, Sprite), lemonade, San Pellegrino sparkling water, and wine and beer service.

Named customers2 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Five partnerships are on record, tiered core and minor.

• GoldbellycoreChannel Partner/ Reseller/ DistributorJuliana's partnered with Goldbelly to ship their legendary pizzas nationwide. Customers can order pizzas in packs of 2, 3, or 4 for delivery anywhere in the US through Goldbelly's platform.
• FreshDirectcoreChannel Partner/ Reseller/ DistributorTake & Bake pizzas available for home delivery through FreshDirect. Pizzas are par-baked in the coal-fired oven and shipped for home preparation in 5 minutes.
• LAZ ParkingminorGTM or Marketing PartnerPartnership with LAZ Parking at the 1 Hotel Brooklyn Bridge (80 Furman Street) to provide parking validation sticker for restaurant guests ($11 plus 10% service fee for 3 hours).
• Toast TabcoreTechnology or IntegrationOnline ordering platform integration for take-out/pickup orders. Toast Tab powers Juliana's online ordering system and gift card sales.
• The Brooklyn Ice Cream FactoryminorStrategic or Co-development PartnerSourcing pistachio ice cream from The Brooklyn Ice Cream Factory for dessert offerings.

Scale indicators4 records

Recent moves13 records

Expansion highlights5 records

Direct peers

• Lucali: Acclaimed Brooklyn pizzeria serving coal-fired, thin-crust pies in a no-reservations format with cash-only policy and BYOB. Direct rival for premium Brooklyn pizza tourists and locals.
• Totonno's Pizzeria Napolitano: Coal-fired, classic NY-style pizzeria with Coney Island heritage and national recognition. Comparable as a long-standing, founder-rooted coal-oven pizzeria serving traditional pies.
• Di Fara Pizza: Legendary NYC pizzeria in Brooklyn with multi-generational founder pedigree and hand-crafted pies. Comparable as an iconic, single-location, founder-led premium NYC pizzeria.
• Prince Street Pizza: NYPD-style square-slice pizzeria with multiple NYC locations and national recognition. Comparable as a NYC pizza destination with strong brand and multiple revenue channels.
• L&B Spumoni Gardens: Iconic Brooklyn pizzeria famous for Sicilian squares and traditional pies; multi-generational, single-square-mile operator competing for the same tourist and local premium-pizza demand.
• Roberta's Pizza: Bushwick-based wood-fired pizzeria with a multi-location platform (including outposts in other cities), national acclaim, and complementary grocery product lines. Comparable in product, geography and brand positioning.
• Grimaldi's Pizzeria: Original coal-fired pizzeria founded by Patsy Grimaldi at the same 19 Old Fulton Street address. Operates as the most direct competitor with shared DNA, similar coal-fired product and overlapping tourist customer base.
• Motorino: Neapolitan-style pizzeria with multiple NYC and international locations. Comparable as a wood/coal-fired authentic pizza concept competing in the premium NYC slice.

Emerging players

• Una Pizza Napoletana: Highly regarded Neapolitan-style pizzeria previously NYC-based and now relocated, with global rankings. Comparable as a craft, founder-led, single-focus pizzeria in the same premium tier.

Broad incumbents

• Patsy's Pizzeria (East Harlem): Multi-location coal-oven pizzeria chain tracing back to Patsy Grimaldi's original 1933 shop. Comparable for its coal-fired product, NYC heritage and connection to the same founder lineage.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/julianaspizza
• LinkedInlinkedin.com/company/juliana%E2%80%99s-pizza

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Juliana’s Pizza