Salvatores Tomato Pies

What Salvatores Tomato Pies does

Salvatore's Tomato Pies is a privately held, family-owned restaurant company founded in 2011 in Sun Prairie, Wisconsin, by Chef/Owner Patrick DePula and his wife, co-founder Nichole DePula. The company operates three full-service restaurants in the Madison, Wisconsin metropolitan area — Sun Prairie (the flagship in a renovated 116-year-old brick building), Monona, and Madison North Livingston — serving authentic Jersey-style pizza, handmade pastas, fresh salads, charcuterie, and desserts. Its core product is differentiated by slow-fermented dough made from locally milled Wisconsin wheat, brick oven baking directly on stones, and a proprietary 25+ farm and artisan sourcing network supplying ingredients through the Dane County Farmers Market.

Revenue is generated across six streams: dine-in restaurant service, online and takeout ordering via ToastTab, catering and private events (including Quick Catering with 48-hour notice and venue buyouts), retail distribution of frozen pies through Wisconsin grocery, co-op, brewery, and specialty retail partners, gift cards (physical and digital in $10-$200 denominations), and a ToastTab-powered loyalty/rewards program. Catering pricing is structured around per-staff hourly rates ($29-$44/hour), a 23% service charge, and private event minimums ranging from $250 to $1,500 by location and day. The wholesale frozen pie channel extends retail reach to over 25 stockists, including Outpost Natural Foods in Milwaukee and multiple Madison-area co-ops, markets, and breweries.

The business is bootstrapped, with no external investors or parent company, and operates with approximately 12 employees across its three locations plus catering and delivery driver support. Go-to-market relies on community-driven organic channels (Facebook, Twitter/X, Instagram, email newsletter) and earned media (USA TODAY, Madison Magazine, Isthmus, Edible Madison, Wisconsin Foodie, Big Ten Network). The company has received consistent regional recognition, including USA TODAY/Yelp ranking as 44th best pizza in the Midwest (2024), Madison Magazine's Best Pizza in Madison (2018), and Chef of the Year 2016 for Patrick DePula.

Name

Salvatores Tomato Pies

Legal name

Salvatore's Tomato Pies

Website

https://salvatorestomatopies.com

Company type

Private

Founded year

2011

Operating status

Operating

Headcount range

11–50 employees

Short description

Salvatore's Tomato Pies is a privately held, family-owned artisan pizzeria operating three restaurant locations in the Madison, Wisconsin metro area. Founded in 2011 by Patrick and Nichole DePula, it serves authentic Jersey-style pizza, handmade pastas, and catering, supported by a 25+ Wisconsin farm sourcing network and frozen pie retail distribution.

Ownership category

akta.pro rank

Product category

Casual Dining Restaurants

NAICS

Restaurants and Other Eating Places (72251), Caterers (72232), Frozen Cakes, Pies, and Other Pastries Manufacturing (311813)

SIC

Retail-Eating & Drinking Places (5810), Miscellaneous Food Preparations & Kindred Products (2090)

akta.pro primary industry

Pizza Fast Casual (THAFABAB)

akta.pro secondary industries

Specialty & Dietary Catering (Vegan, Kosher, Halal, Allergy-Friendly) (HSACAGAH), Frozen Pizza & Flatbreads (CRADADAB)

Keywords

• Artisan pizza restaurants
• Italian-american cuisine
• Farm-to-table dining
• Restaurant catering services
• Frozen pizza wholesale

Headquarters

HQ city

Sun Prairie

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Supply Chain, Operations, Infrastructure, Marketing or Sales

Revenue model

1. Dine-In Restaurant Service: Full-service dine-in at three Wisconsin locations (Sun Prairie, Monona, Madison North Livingston). Each location offers reservations via SevenRooms and walk-in seating, with Happy Hour programs at select locations.
2. Online and Takeout Ordering: Carryout and delivery orders placed through ToastTab online ordering platform. Each location has its own ordering URL. Delivery driver staff support the delivery channel at the Monona and Sun Prairie locations.
3. Catering and Private Events: Full catering services including Quick Catering (48-hour notice), buffet menus, breakfast catering, private chef bookings, and full venue buyouts at all three locations. Event types include corporate lunches, rehearsal dinners, weddings, birthdays, and holiday parties.
4. Frozen Pies — Retail Distribution: Frozen pizzas sold at all Salvatore's locations and through wholesale grocery and specialty retail partners including Outpost Natural Foods (Milwaukee), Willy Street Co-op, Metcalfe's, Steve's Wine & Beer, Miller & Sons, and others across Wisconsin.
5. Gift Cards: Physical gift cards mailed to customers (fulfilled weekly) and e-gift cards delivered instantly or on a scheduled date. Gift cards never expire.
6. Rewards Program: Loyalty/rewards program accessible via ToastTab platform, generating repeat customer revenue across all locations.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels6 records

Core offering

Salvatore's Tomato Pies operates three full-service Jersey-style pizza restaurants in the Madison, Wisconsin metro area (Sun Prairie, Monona, Madison North Livingston), serving scratch-made pizza, handmade pastas, salads, charcuterie, and desserts built on slow-fermented dough, brick oven baking, and locally sourced Wisconsin ingredients. The company extends its core offering with full-service catering (Quick Catering with 48-hour notice, buffet menus, private chef bookings), private event venue buyouts at all three locations, frozen pizza pies distributed through Wisconsin grocery and specialty retailers, gift cards, and online ordering/delivery via ToastTab with reservations through SevenRooms.

Product overview

Salvatore's Tomato Pies operates as a multi-location Jersey-style pizzeria restaurant with a unified core offering complemented by several add-on services. The core product is their restaurant service featuring award-winning pizza, handmade pastas, fresh salads, and desserts made with locally sourced ingredients. This is supported by online ordering via Toast Tab, table reservations through SevenRooms, and a loyalty/rewards program. The add-on service portfolio includes catering (Quick Catering and buffet menus), private events and venue buyouts at three Wisconsin locations, frozen pies for retail distribution at grocery partners, and gift cards. Founded in Sun Prairie in 2011, the company has expanded to three locations (Sun Prairie, Monona, Madison) while maintaining its focus on slow-fermented dough, locally sourced produce, and Wisconsin-raised meats.

Differentiator

Problem solved

Functional benefit

Products and services

• Dine-In Restaurant Service Full-service restaurant offering authentic Jersey-style pizza, handmade pastas, fresh salads, charcuterie, and desserts at three Wisconsin locations (Sun Prairie flagship, Monona, Madison North Livingston), with Happy Hour programs at select locations and table reservations via SevenRooms.
• Catering Services Full catering services including Quick Catering (48-hour notice), customizable buffet menus, breakfast catering, and private chef bookings for corporate meetings, weddings, rehearsal dinners, birthdays, and holiday parties. Catering is also offered at partner venues including The Loop, The Loft, The Cannery, Old Sugar Distillery, Ellsworth Block, The Tinsmith, Bur Oak, Atwood Music Hall, Italian Workman's Club, and Aldo Leopold Nature Center.
• Private Events and Venue Buyouts Full venue buyouts and semi-private event spaces at all three Wisconsin locations, including The Pizza Bar (up to 20 guests) and Main Bar Area (20-40 guests), with published minimum food and beverage spend thresholds for weekday and weekend luncheons and evenings.
• Frozen Pies (Retail Distribution) Frozen, ready-to-bake Salvatore's pizza pies available for purchase at all restaurant locations and through wholesale grocery and specialty retail partners across Wisconsin.
• Gift Cards Physical gift cards mailed to customers and e-gift cards delivered instantly or on a scheduled date, available in $10, $25, $50, $100, and $200 denominations; gift cards never expire.
• Online Ordering and Delivery Carryout and delivery orders placed through the ToastTab online ordering platform at all three Salvatore's locations, with delivery driver staff support at Monona and Sun Prairie.

Quantifiable outcome

• 10+ years of consecutive operation with sustained recognition across local publications
• +1 more outcomes

Segments1 record

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

45 partnerships are on record.

• Harmony ValleyOthersFamily owned diversified farm with over 30 years of experience producing high quality, organic vegetables and berries. Located in southwestern Wisconsin. All products certified by the Midwest Organic Services Association. Supplies fresh produce to Salvatore's Tomato Pies.
• Farmer John Dougherty (Cheese)OthersFamily producing world class cheese in southwestern Wisconsin since the turn of the last century. Cheeses aged from 6 to 18 months. Available at the Saturday Dane County Farmers Market and used on Salvatore's Sun Prairie menu.
• Lonesome Stone MillingOthersOrganic whole wheat flour supplier. Wheat is organic and grown on Wisconsin family farms, then milled on a stone wheel. Critical ingredient for Salvatore's slow-fermented dough.
• Grande Cheese CompanyOthers
• Nami Moon FarmsOthers
• Young Earth FarmOthersLocal Wisconsin farm supplying fresh produce to Salvatore's Tomato Pies through the Dane County Farmers Market and direct to restaurant.
• Emerald Meadows Family FarmOthersLocal Wisconsin family farm supplying fresh produce to Salvatore's Tomato Pies.
• Uplands Cheese CompanyOthersWisconsin artisan cheese producer supplying specialty cheeses to Salvatore's Tomato Pies.
• Vitruvian FarmOthersLocal Wisconsin farm supplying fresh produce to Salvatore's Tomato Pies.
• Becker Family FarmOthersLocal Wisconsin family farm supplying ingredients to Salvatore's Tomato Pies.
• Driftless OrganicsOthersLocal Wisconsin organic farm supplying ingredients to Salvatore's Tomato Pies.
• West Star Family FarmOthersLocal Wisconsin family farm supplying ingredients to Salvatore's Tomato Pies.
• Equinox FarmOthersLocal Wisconsin farm supplying ingredients to Salvatore's Tomato Pies.
• Fraboni's Italian DeliOthersLocal Italian deli supplying specialty food products to Salvatore's Tomato Pies.
• La Clare CheeseOthersWisconsin artisan cheese producer supplying cheese to Salvatore's Tomato Pies.
• Holland's Family CheeseOthersWisconsin artisan cheese producer supplying cheese to Salvatore's Tomato Pies.
• Palms Mushroom CellarsOthersSupplier of specialty mushrooms to Salvatore's Tomato Pies.
• NessAlla KombuchaOthersLocal Wisconsin kombucha producer supplying craft kombucha to Salvatore's Tomato Pies.
• Kin Kin CoffeeOthersLocal Wisconsin coffee roaster supplying coffee to Salvatore's Tomato Pies.
• Ale AsylumOthersMadison-based craft brewery. Beer available on-tap at Salvatore's Tomato Pies locations.
• Lakefront BreweryOthersMilwaukee-based craft brewery. Beer available on-tap at Salvatore's Tomato Pies.
• Brew FarmOthersCraft brewery. Beer available on-tap at Salvatore's Tomato Pies.
• Central Waters BreweryOthersWisconsin craft brewery. Beer available on-tap at Salvatore's Tomato Pies.
• Lake Louie BrewingOthersWisconsin craft brewery. Beer available on-tap at Salvatore's Tomato Pies.
• Furthermore BrewingOthersWisconsin craft brewery. Beer available on-tap at Salvatore's Tomato Pies.
• RE GoldenOthersBeverage supplier to Salvatore's Tomato Pies.
• NeesvigsOthersSpecialty food retailer/supplier to Salvatore's Tomato Pies.
• Outpost Natural Foods (4 locations, Milwaukee)Channel Partner/ Reseller/ DistributorFour Outpost Natural Food Stores locations in the Milwaukee area now stock Salvatore's frozen pies, extending retail distribution beyond the Madison metro area.
• Willy Street Co-op (3 locations)Channel Partner/ Reseller/ DistributorThree Willy Street Co-op locations (North, Central, West) in Madison and Middleton stock Salvatore's frozen pies.
• Metcalfe's (2 locations)Channel Partner/ Reseller/ DistributorTwo Metcalfe's Market locations (Central and West) in Madison carry Salvatore's frozen pies.
• Steve's Wine.Beer.Spirits (2 locations)Channel Partner/ Reseller/ DistributorTwo Steve's Wine & Beer locations (West and Central) in Madison carry Salvatore's frozen pies.
• Miller & Sons (2 locations)Channel Partner/ Reseller/ DistributorTwo Miller & Sons locations in Verona and Mt. Horeb stock Salvatore's frozen pies, extending reach into nearby communities.
• UW Provisions (2 locations)Channel Partner/ Reseller/ DistributorTwo UW Provisions locations in Sun Prairie and Middleton carry Salvatore's frozen pies, targeting university-area customers.
• Capital Centre MarketChannel Partner/ Reseller/ DistributorMadison specialty market carrying Salvatore's frozen pies.
• Vitruvian MarketChannel Partner/ Reseller/ DistributorMcFarland, WI specialty market carrying Salvatore's frozen pies.
• Lark MarketChannel Partner/ Reseller/ DistributorJanesville, WI market carrying Salvatore's frozen pies.
• Basics CooperativeChannel Partner/ Reseller/ DistributorJanesville, WI cooperative carrying Salvatore's frozen pies.
• Working Draft Beer CompanyOthersMadison brewery that stocks Salvatore's frozen pies for purchase.
• Karben4 BrewingOthersMadison brewery that stocks Salvatore's frozen pies for purchase.
• Young Blood Beer Company (2 locations)OthersTwo Young Blood Beer Company locations (Central and North) in Madison that stock Salvatore's frozen pies.
• Delta Beer LabOthersFitchburg brewery that stocks Salvatore's frozen pies for purchase.
• Iron Hop TaphouseOthersMazomanie taphouse that stocks Salvatore's frozen pies for purchase.
• Grape Water Wine BarOthersMiddleton wine bar that stocks Salvatore's frozen pies for purchase.
• Partner Event VenuesStrategic or Co-development PartnerSalvatore's provides catering services at partner venues including The Loop (Sun Prairie), The Loft (Sun Prairie), The Cannery (Sun Prairie), Old Sugar Distillery, Ellsworth Block, The Tinsmith, Bur Oak, Atwood Music Hall, Italian Workman's Club, and Aldo Leopold Nature Center. These venues host Salvatore's catering for events of any size.
• Dane County Farmers MarketStrategic or Co-development Partner

Scale indicators4 records

Recent moves8 records

Expansion highlights5 records

Direct peers

• Roman Candle Pizzeria: Madison-based wood-fired pizza restaurant with multiple locations in the Madison metro. Comparable artisanal pizza operator in the same local market with similar craft positioning.
• Glass Nickel Pizza Co. Madison-based pizza chain operating multiple locations in the Madison metro area. Directly comparable multi-location pizzeria competing in the same geography with similar dine-in, carryout, and delivery model.
• Ian's Pizza: Madison-based pizza chain with multiple Madison and Milwaukee locations, known for slices and by-the-pie offerings. Direct competitor in the same geography with a similar multi-unit casual pizza concept.
• Pizza Brutta: Madison Neapolitan-style pizzeria with a strong artisanal and locally sourced ingredient focus. Closest direct peer in terms of chef-driven, farm-to-table pizza positioning.

Broad incumbents

• MOD Pizza: National fast-casual pizza chain with hundreds of locations. Comparable business model in fast-casual pizza segment, though positioned at lower price point and lacking local sourcing story.
• Blaze Pizza: National fast-casual pizza chain emphasizing fresh, customizable pizzas. Comparable fast-casual format and scale, though with corporate ingredient sourcing rather than local farm partnerships.
• Home Run Inn: Midwest-based pizza company operating both restaurants and a national frozen pizza wholesale business. Closest comparable company combining dine-in restaurants with frozen retail distribution at scale.
• DiGiorno: Leading national frozen pizza brand owned by Nestlé. Comparable frozen pizza manufacturing and grocery distribution business, though positioned at mass-market price/quality tier.

Emerging players

• Screamin' Sicilian Pizza Co. Premium frozen pizza brand sold in grocery and specialty retailers. Comparable artisanal/premium frozen pizza positioning in retail/wholesale channels, though at greater scale and via traditional CPG channels.

Regional players

• Harvest Market: Wisconsin (and Indiana) natural foods grocery chain that stocks local and frozen specialty foods. Comparable regional retail distribution channel for Salvatore's frozen pies in the natural foods specialty channel.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/TomatoPies
• Facebookfacebook.com/tomatopies
• Instagraminstagram.com/salstomatopies
• LinkedInlinkedin.com/company/salvatores-tomato-pies

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

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 Salvatores Tomato Pies