One hundred years of ah-BEETZ and counting. That’s how long Frank Pepe Pizzeria Napoletana has been serving up sizzling coal-fired pies from the heart of Wooster Square – cementing its place as a New Haven icon and national treasure.
To mark the milestone, the city is pulling out all the stops. A yearlong lineup of pizza specials and events is underway, all leading up to a public celebration on June 20, 2025, at Pepe’s original New Haven location. Expect DJs, giveaways, and a fundraiser benefiting the Connecticut Food Bank – a tribute to the late Gary Bimonte, a beloved member of the Pepe family and community.
From Humble Beginnings
It all started in 1925, when Italian immigrant Frank Pepe and his wife Filomena opened a small bakery at 163 Wooster Street. Their simple, coal-fired “tomato pie” topped with garlic, oregano, olive oil, and pecorino quickly won over the neighborhood – and earned Frank the nickname Old Reliable. Long before it became a household name, Pepe’s was a scent on the breeze, a shout from the street: “Apizza, apizza!”
The Rise of a Legend
In 1937, Pepe’s moved next door to 157 Wooster Street – the flagship spot still firing pies today. Frank and Filomena’s daughters, Elizabeth and Serafina, carried on the family craft, eventually expanding Pepe’s to 17 locations across seven states, all still using coal-fired brick ovens and sticking to the original recipe for that signature charred crust.
And in the 1960s, a game-changer hit the menu: the white clam pizza. No sauce, no mozzarella – just fresh clams, garlic, pecorino, oregano, and olive oil. It’s since been dubbed one of the best pizzas in America.
A Slice of Cultural History
This spring, The Washington Post spotlighted Pepe’s centennial, honoring its immigrant roots, multigenerational legacy, and status as a cornerstone of New Haven’s Little Italy. CBS Saturday Morning also celebrated the pizzeria’s story, tracing its journey from sidewalk sales to national fame, and its place alongside fellow apizza legends like Sally’s and Modern.
Frank Pepe’s isn’t just turning 100 – it’s making history, one slice at a time. Stay tuned for more on how New Haven is honoring a century of tradition, flavor, and community.—cent’anni, Pepe’s!
