In New York City, pizza is more than just a food, it’s a lifestyle. While that may sound like a joke, 94% of New Yorkers say that they regularly consume pizza and 500,000 whole pizzas are consumed per day. This hunger (literally) for pizza has created a never ending cycle of new pizzerias and solidified the legends among the best restaurants in New York City. How do the newbies become legends? Ask L’Industrie Pizzeria owner, and native Italian, Massimo Laveglia.
What sets L’Industrie apart in a city that’s almost bursting at the seams with icon-level pizzerias? To start, New York has a very long history of hosting some of the world’s most fabled pizza joints. The Big Apple itself is a dense cultural tapestry composed of older pizzerias’ tradition and some newer, more modern pizza joints. Joe’s, Prince Street Pizza, and Patsy’s are a few of the most recognized New York slices, but newer-wave pizzaiolos have been experimenting with new technique and global flavor within the traditional paradigm as well. L’Industrie has carved out a niche that is tradition-honoring but boldly innovative, nonetheless.
Not only is the pizza’s flavor what distinguishes L’Industrie, critics say. It’s philosophy. The store doesn’t operate on vintage or volume like so many others in its field. L’Industrie operates on quality, on attention to detail, and an enormous respect for the craft of pizza-making. The dough, to name one, is produced through a slow, slow fermentation process. It undergoes three days of cold fermentation, gradually reducing the breakdown of the flour over time to provide a lighter flavor and create a light and chewy, crispy and tender crust. It is a fine balancing act, one that is intended to provide each bite with the perfect mix of crunch and softness. And when the dough is combined with the carefully selected toppings, the outcome is a pizza that has a flavor as if it were dreamed up for the sake of both beauty and simplicity.
The toppings are also one of the areas where L’Industrie excels. While most pizzerias have lengthy lists of possibilities to accommodate every taste, L’Industrie has a more limited, though deliberate, menu. The tomato used in its sauce is from Bianco DiNapoli, a California company (a person who sells or deals in specific goods) that chefs adore for producing its San Marzano-style fruit organically. The cheese, whether fior di latte (cow mozzarella) or imported burrata, is always fresh and used liberally, so every slice is as good as the one before. The toppings are not just a flavor component; they’re about elevating the pizza to a place that is greater than the sum of the ingredients.
A classic example of this process is the pairing of prosciutto and fig jam. It looks like an unusual pairing at first glance, but the union of the saltiness of the prosciutto and the sweetness of the fig jam pairs surprisingly in a way that feels both unanticipated and ridiculously satisfying. A second example is the restaurant’s timeless margherita, which various food writers have referred to as a “masterclass in simplicity.” It’s a reminder that sometimes, the greatest demonstrations of gastronomic greatness are those that lean into restraint, preferring quality ingredients and flawless execution to excess.
But it’s not necessarily the quality of the pizza itself that’s put L’Industrie in the spotlight. Instead, it’s the way the restaurant has created a passionate, almost-cult following without ever really trying to. Unlike many other current viral sensations, L’Industrie hasn’t employed high-profile investors or celebrity chefs in a bid to make its brand go mainstream. There is no major marketing effort, no sponsorship, and no influencer partnership to propel it. Instead, the hype has been driven by the authentic, organic, word-of-mouth fervor of pizza lovers who feel as if they’ve found something really special.
The Williamsburg shop is almost ascetic in its design, with a minimal, no-frills look for decorations that places the focus firmly on food. This modest setting, which could easily be mistaken for that of a local restaurant, is far removed from the media frenzy that it has received. And it is precisely this which has ensured L’Industrie has been able to operate as a hidden gem. It’s accessible, humble, and above all, centered on the experience. Whether an after-hours Instagram post or an offhand, unsolicited comment in a group message, word continues to circulate. L’Industrie’s success has grown almost entirely through grassroots enthusiasm, driven by a sense of discovery that is at once personal and communal.
The opening of L’Industrie’s second location in the West Village has only added fuel to the fire. While expansion can often dilute the charm of a beloved neighborhood institution, early signs suggest that L’Industrie’s standards have not slipped. If anything, the new location has allowed the pizzeria to expand its reach, bringing its delicious slices to even more New Yorkers, many of whom once had to make a pilgrimage to Brooklyn for the privilege of tasting it. The lines at the West Village spot are just as long as those at the original location, and the energy inside still feels like a secret being shared rather than a brand being sold. And while some may worry that the magic will fade with success, L’Industrie’s ability to maintain its quality and its “neighborhood” feel suggests that it might just be one of the rare businesses that can grow without losing its soul.
So what’s to come for L’Industrie? Will it be the new gold standard for New York City pizza? With its ability to honor tradition and embrace change, it’s likely a sure bet that this unassuming pizzeria will be contributing to what comes next for New York City’s pizza scene. If there’s one thing the emergence of L’Industrie proves, it’s that when the food is executed at the highest level, the buzz will ensue. And at times, that buzz can do everything.
At a basic level, L’Industrie’s success suggests that, in the modern food landscape, it’s all about execution. During a time when hype can be so artificially manufactured, L’Industrie’s rise has felt reassuringly organic. It’s a reminder that the greatest foods are never necessarily about the location where they’re from, the individuals who are behind them, or how much money has been spent on advertising. It’s a question of whether it tastes good, and if it delivers a consistent experience that keeps people coming back.
So what’s to come for L’Industrie? Will it be the new gold standard for New York City pizza? With its ability to honor tradition and embrace change, it’s likely a sure bet that this unassuming pizzeria will be contributing to what comes next for NYC’s pizza scene. If there’s one thing the emergence of L’Industrie proves, it’s that when the food is executed at the highest level, the buzz will ensue. And at times, that buzz can do everything.