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How To Make a Pizza Chain Work in New York City

How To Make a Pizza Chain Work in New York City

Find out how the Biamonte family went from one New York brick-oven pizza shop to running a national pizza chain

Co-Owner Luigi Porceddu creates inventive pizza pies with toppings that range from sashimi to kale.

Before you jump to any conclusions, let me start of by saying that Numero 28 did not start off with the intention of becoming a chain. It started out as one single brick-oven pizza shop created by a family of Italians who flew to New York City on a mission to bring “authentic” pizza to New Yorkers.

“What do you mean, bringing us authentic pizza? This is the pizza capital of the world!”

You’re correct, figurative reader. But “by-the-slice” pizza joints are a different experience than your “sit down, have a drink, embarrass your friends with a loud Italian version of happy birthday” dining establishments. In fact, the only reason it turned into a “chain” was to meet popular demand: Rolando Biamonte and his family managed to find a formula that worked so well that it spawned nine locations: six in New York City and three others in Texas, Miami, and London.

Unlike other chains, the Biamonte family is so big that they’re able to spread out and have family members personally manage every single location. Yep, even in London. Each location has a different vibe, depending on the neighborhood; so visiting Numero 28 on the Upper West Side is a different experience than visiting Numero 28 on Bergen Street in Brooklyn. The chefs at each location also have the freedom to add their personal touches to the original menu, which Biamonte’s mother designed at her first outpost on Carmine Street in the West Village.

“Our team is very creative. One of our pies has sashimi on it,” said Co-Owner Luigi Porceddu. “We are always trying new toppings and ingredients, plus, we listen to what our customers want. People are crazy about kale these days, so we went and made a pizza with kale as a topping.”

I’ll go ahead and stick with roasted pumpkin, pancetta and pecorino, but I’m sure plenty of people will clamor for the kale.


Recipe Summary

  • 1 teaspoon active dry yeast
  • ⅔ cup warm water (110 degrees F/45 degrees C)
  • 2 cups all-purpose flour
  • 1 teaspoon salt
  • 2 tablespoons olive oil
  • 1 (10 ounce) can tomato sauce
  • 1 pound shredded mozzarella cheese
  • ½ cup grated Romano cheese
  • ¼ cup chopped fresh basil
  • 1 tablespoon dried oregano
  • 1 teaspoon red pepper flakes
  • 2 tablespoons olive oil

Sprinkle the yeast over the surface of the warm water in a large bowl. Let stand for 1 minute, then stir to dissolve. Mix in the flour, salt and olive oil. When the dough is too thick to stir, turn out onto a floured surface, and knead for 5 minutes. Knead in a little more flour if the dough is too sticky. Place into an oiled bowl, cover, and set aside in a warm place to rise until doubled in bulk.

Preheat the oven to 475 degrees F (245 degrees C). If using a pizza stone, preheat it in the oven as well, setting it on the lowest shelf.

When the dough has risen, flatten it out on a lightly floured surface. Roll or stretch out into a 12 inch circle, and place on a baking pan. If you are using a pizza stone, you may place it on a piece of parchment while preheating the stone in the oven.

Spread the tomato sauce evenly over the dough. Sprinkle with oregano, mozzarella cheese, basil, Romano cheese and red pepper flakes.

Bake for 12 to 15 minutes in the preheated oven, until the bottom of the crust is browned when you lift up the edge a little, and cheese is melted and bubbly. Cool for about 5 minutes before slicing and serving.


Recipe Summary

  • 1 teaspoon active dry yeast
  • ⅔ cup warm water (110 degrees F/45 degrees C)
  • 2 cups all-purpose flour
  • 1 teaspoon salt
  • 2 tablespoons olive oil
  • 1 (10 ounce) can tomato sauce
  • 1 pound shredded mozzarella cheese
  • ½ cup grated Romano cheese
  • ¼ cup chopped fresh basil
  • 1 tablespoon dried oregano
  • 1 teaspoon red pepper flakes
  • 2 tablespoons olive oil

Sprinkle the yeast over the surface of the warm water in a large bowl. Let stand for 1 minute, then stir to dissolve. Mix in the flour, salt and olive oil. When the dough is too thick to stir, turn out onto a floured surface, and knead for 5 minutes. Knead in a little more flour if the dough is too sticky. Place into an oiled bowl, cover, and set aside in a warm place to rise until doubled in bulk.

Preheat the oven to 475 degrees F (245 degrees C). If using a pizza stone, preheat it in the oven as well, setting it on the lowest shelf.

When the dough has risen, flatten it out on a lightly floured surface. Roll or stretch out into a 12 inch circle, and place on a baking pan. If you are using a pizza stone, you may place it on a piece of parchment while preheating the stone in the oven.

Spread the tomato sauce evenly over the dough. Sprinkle with oregano, mozzarella cheese, basil, Romano cheese and red pepper flakes.

Bake for 12 to 15 minutes in the preheated oven, until the bottom of the crust is browned when you lift up the edge a little, and cheese is melted and bubbly. Cool for about 5 minutes before slicing and serving.


Recipe Summary

  • 1 teaspoon active dry yeast
  • ⅔ cup warm water (110 degrees F/45 degrees C)
  • 2 cups all-purpose flour
  • 1 teaspoon salt
  • 2 tablespoons olive oil
  • 1 (10 ounce) can tomato sauce
  • 1 pound shredded mozzarella cheese
  • ½ cup grated Romano cheese
  • ¼ cup chopped fresh basil
  • 1 tablespoon dried oregano
  • 1 teaspoon red pepper flakes
  • 2 tablespoons olive oil

Sprinkle the yeast over the surface of the warm water in a large bowl. Let stand for 1 minute, then stir to dissolve. Mix in the flour, salt and olive oil. When the dough is too thick to stir, turn out onto a floured surface, and knead for 5 minutes. Knead in a little more flour if the dough is too sticky. Place into an oiled bowl, cover, and set aside in a warm place to rise until doubled in bulk.

Preheat the oven to 475 degrees F (245 degrees C). If using a pizza stone, preheat it in the oven as well, setting it on the lowest shelf.

When the dough has risen, flatten it out on a lightly floured surface. Roll or stretch out into a 12 inch circle, and place on a baking pan. If you are using a pizza stone, you may place it on a piece of parchment while preheating the stone in the oven.

Spread the tomato sauce evenly over the dough. Sprinkle with oregano, mozzarella cheese, basil, Romano cheese and red pepper flakes.

Bake for 12 to 15 minutes in the preheated oven, until the bottom of the crust is browned when you lift up the edge a little, and cheese is melted and bubbly. Cool for about 5 minutes before slicing and serving.


Recipe Summary

  • 1 teaspoon active dry yeast
  • ⅔ cup warm water (110 degrees F/45 degrees C)
  • 2 cups all-purpose flour
  • 1 teaspoon salt
  • 2 tablespoons olive oil
  • 1 (10 ounce) can tomato sauce
  • 1 pound shredded mozzarella cheese
  • ½ cup grated Romano cheese
  • ¼ cup chopped fresh basil
  • 1 tablespoon dried oregano
  • 1 teaspoon red pepper flakes
  • 2 tablespoons olive oil

Sprinkle the yeast over the surface of the warm water in a large bowl. Let stand for 1 minute, then stir to dissolve. Mix in the flour, salt and olive oil. When the dough is too thick to stir, turn out onto a floured surface, and knead for 5 minutes. Knead in a little more flour if the dough is too sticky. Place into an oiled bowl, cover, and set aside in a warm place to rise until doubled in bulk.

Preheat the oven to 475 degrees F (245 degrees C). If using a pizza stone, preheat it in the oven as well, setting it on the lowest shelf.

When the dough has risen, flatten it out on a lightly floured surface. Roll or stretch out into a 12 inch circle, and place on a baking pan. If you are using a pizza stone, you may place it on a piece of parchment while preheating the stone in the oven.

Spread the tomato sauce evenly over the dough. Sprinkle with oregano, mozzarella cheese, basil, Romano cheese and red pepper flakes.

Bake for 12 to 15 minutes in the preheated oven, until the bottom of the crust is browned when you lift up the edge a little, and cheese is melted and bubbly. Cool for about 5 minutes before slicing and serving.


Recipe Summary

  • 1 teaspoon active dry yeast
  • ⅔ cup warm water (110 degrees F/45 degrees C)
  • 2 cups all-purpose flour
  • 1 teaspoon salt
  • 2 tablespoons olive oil
  • 1 (10 ounce) can tomato sauce
  • 1 pound shredded mozzarella cheese
  • ½ cup grated Romano cheese
  • ¼ cup chopped fresh basil
  • 1 tablespoon dried oregano
  • 1 teaspoon red pepper flakes
  • 2 tablespoons olive oil

Sprinkle the yeast over the surface of the warm water in a large bowl. Let stand for 1 minute, then stir to dissolve. Mix in the flour, salt and olive oil. When the dough is too thick to stir, turn out onto a floured surface, and knead for 5 minutes. Knead in a little more flour if the dough is too sticky. Place into an oiled bowl, cover, and set aside in a warm place to rise until doubled in bulk.

Preheat the oven to 475 degrees F (245 degrees C). If using a pizza stone, preheat it in the oven as well, setting it on the lowest shelf.

When the dough has risen, flatten it out on a lightly floured surface. Roll or stretch out into a 12 inch circle, and place on a baking pan. If you are using a pizza stone, you may place it on a piece of parchment while preheating the stone in the oven.

Spread the tomato sauce evenly over the dough. Sprinkle with oregano, mozzarella cheese, basil, Romano cheese and red pepper flakes.

Bake for 12 to 15 minutes in the preheated oven, until the bottom of the crust is browned when you lift up the edge a little, and cheese is melted and bubbly. Cool for about 5 minutes before slicing and serving.


Recipe Summary

  • 1 teaspoon active dry yeast
  • ⅔ cup warm water (110 degrees F/45 degrees C)
  • 2 cups all-purpose flour
  • 1 teaspoon salt
  • 2 tablespoons olive oil
  • 1 (10 ounce) can tomato sauce
  • 1 pound shredded mozzarella cheese
  • ½ cup grated Romano cheese
  • ¼ cup chopped fresh basil
  • 1 tablespoon dried oregano
  • 1 teaspoon red pepper flakes
  • 2 tablespoons olive oil

Sprinkle the yeast over the surface of the warm water in a large bowl. Let stand for 1 minute, then stir to dissolve. Mix in the flour, salt and olive oil. When the dough is too thick to stir, turn out onto a floured surface, and knead for 5 minutes. Knead in a little more flour if the dough is too sticky. Place into an oiled bowl, cover, and set aside in a warm place to rise until doubled in bulk.

Preheat the oven to 475 degrees F (245 degrees C). If using a pizza stone, preheat it in the oven as well, setting it on the lowest shelf.

When the dough has risen, flatten it out on a lightly floured surface. Roll or stretch out into a 12 inch circle, and place on a baking pan. If you are using a pizza stone, you may place it on a piece of parchment while preheating the stone in the oven.

Spread the tomato sauce evenly over the dough. Sprinkle with oregano, mozzarella cheese, basil, Romano cheese and red pepper flakes.

Bake for 12 to 15 minutes in the preheated oven, until the bottom of the crust is browned when you lift up the edge a little, and cheese is melted and bubbly. Cool for about 5 minutes before slicing and serving.


Recipe Summary

  • 1 teaspoon active dry yeast
  • ⅔ cup warm water (110 degrees F/45 degrees C)
  • 2 cups all-purpose flour
  • 1 teaspoon salt
  • 2 tablespoons olive oil
  • 1 (10 ounce) can tomato sauce
  • 1 pound shredded mozzarella cheese
  • ½ cup grated Romano cheese
  • ¼ cup chopped fresh basil
  • 1 tablespoon dried oregano
  • 1 teaspoon red pepper flakes
  • 2 tablespoons olive oil

Sprinkle the yeast over the surface of the warm water in a large bowl. Let stand for 1 minute, then stir to dissolve. Mix in the flour, salt and olive oil. When the dough is too thick to stir, turn out onto a floured surface, and knead for 5 minutes. Knead in a little more flour if the dough is too sticky. Place into an oiled bowl, cover, and set aside in a warm place to rise until doubled in bulk.

Preheat the oven to 475 degrees F (245 degrees C). If using a pizza stone, preheat it in the oven as well, setting it on the lowest shelf.

When the dough has risen, flatten it out on a lightly floured surface. Roll or stretch out into a 12 inch circle, and place on a baking pan. If you are using a pizza stone, you may place it on a piece of parchment while preheating the stone in the oven.

Spread the tomato sauce evenly over the dough. Sprinkle with oregano, mozzarella cheese, basil, Romano cheese and red pepper flakes.

Bake for 12 to 15 minutes in the preheated oven, until the bottom of the crust is browned when you lift up the edge a little, and cheese is melted and bubbly. Cool for about 5 minutes before slicing and serving.


Recipe Summary

  • 1 teaspoon active dry yeast
  • ⅔ cup warm water (110 degrees F/45 degrees C)
  • 2 cups all-purpose flour
  • 1 teaspoon salt
  • 2 tablespoons olive oil
  • 1 (10 ounce) can tomato sauce
  • 1 pound shredded mozzarella cheese
  • ½ cup grated Romano cheese
  • ¼ cup chopped fresh basil
  • 1 tablespoon dried oregano
  • 1 teaspoon red pepper flakes
  • 2 tablespoons olive oil

Sprinkle the yeast over the surface of the warm water in a large bowl. Let stand for 1 minute, then stir to dissolve. Mix in the flour, salt and olive oil. When the dough is too thick to stir, turn out onto a floured surface, and knead for 5 minutes. Knead in a little more flour if the dough is too sticky. Place into an oiled bowl, cover, and set aside in a warm place to rise until doubled in bulk.

Preheat the oven to 475 degrees F (245 degrees C). If using a pizza stone, preheat it in the oven as well, setting it on the lowest shelf.

When the dough has risen, flatten it out on a lightly floured surface. Roll or stretch out into a 12 inch circle, and place on a baking pan. If you are using a pizza stone, you may place it on a piece of parchment while preheating the stone in the oven.

Spread the tomato sauce evenly over the dough. Sprinkle with oregano, mozzarella cheese, basil, Romano cheese and red pepper flakes.

Bake for 12 to 15 minutes in the preheated oven, until the bottom of the crust is browned when you lift up the edge a little, and cheese is melted and bubbly. Cool for about 5 minutes before slicing and serving.


Recipe Summary

  • 1 teaspoon active dry yeast
  • ⅔ cup warm water (110 degrees F/45 degrees C)
  • 2 cups all-purpose flour
  • 1 teaspoon salt
  • 2 tablespoons olive oil
  • 1 (10 ounce) can tomato sauce
  • 1 pound shredded mozzarella cheese
  • ½ cup grated Romano cheese
  • ¼ cup chopped fresh basil
  • 1 tablespoon dried oregano
  • 1 teaspoon red pepper flakes
  • 2 tablespoons olive oil

Sprinkle the yeast over the surface of the warm water in a large bowl. Let stand for 1 minute, then stir to dissolve. Mix in the flour, salt and olive oil. When the dough is too thick to stir, turn out onto a floured surface, and knead for 5 minutes. Knead in a little more flour if the dough is too sticky. Place into an oiled bowl, cover, and set aside in a warm place to rise until doubled in bulk.

Preheat the oven to 475 degrees F (245 degrees C). If using a pizza stone, preheat it in the oven as well, setting it on the lowest shelf.

When the dough has risen, flatten it out on a lightly floured surface. Roll or stretch out into a 12 inch circle, and place on a baking pan. If you are using a pizza stone, you may place it on a piece of parchment while preheating the stone in the oven.

Spread the tomato sauce evenly over the dough. Sprinkle with oregano, mozzarella cheese, basil, Romano cheese and red pepper flakes.

Bake for 12 to 15 minutes in the preheated oven, until the bottom of the crust is browned when you lift up the edge a little, and cheese is melted and bubbly. Cool for about 5 minutes before slicing and serving.


Recipe Summary

  • 1 teaspoon active dry yeast
  • ⅔ cup warm water (110 degrees F/45 degrees C)
  • 2 cups all-purpose flour
  • 1 teaspoon salt
  • 2 tablespoons olive oil
  • 1 (10 ounce) can tomato sauce
  • 1 pound shredded mozzarella cheese
  • ½ cup grated Romano cheese
  • ¼ cup chopped fresh basil
  • 1 tablespoon dried oregano
  • 1 teaspoon red pepper flakes
  • 2 tablespoons olive oil

Sprinkle the yeast over the surface of the warm water in a large bowl. Let stand for 1 minute, then stir to dissolve. Mix in the flour, salt and olive oil. When the dough is too thick to stir, turn out onto a floured surface, and knead for 5 minutes. Knead in a little more flour if the dough is too sticky. Place into an oiled bowl, cover, and set aside in a warm place to rise until doubled in bulk.

Preheat the oven to 475 degrees F (245 degrees C). If using a pizza stone, preheat it in the oven as well, setting it on the lowest shelf.

When the dough has risen, flatten it out on a lightly floured surface. Roll or stretch out into a 12 inch circle, and place on a baking pan. If you are using a pizza stone, you may place it on a piece of parchment while preheating the stone in the oven.

Spread the tomato sauce evenly over the dough. Sprinkle with oregano, mozzarella cheese, basil, Romano cheese and red pepper flakes.

Bake for 12 to 15 minutes in the preheated oven, until the bottom of the crust is browned when you lift up the edge a little, and cheese is melted and bubbly. Cool for about 5 minutes before slicing and serving.


Watch the video: Best Pizza in NYC! Liberty Treehouse (January 2022).