Firenza Pizza opens in Webster Groves

Owned by franchisees Steve and Darah Imrie, it marks the fast-causal pizzeria's first Missouri location.

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Firenza Pizza opened its first Missouri location today.

The 50-seat restaurant in Webster Groves is located at 20 Allen Avenue (the former SanSai Japanese Grill). It's the first of five locations planned for the St. Louis area.

Firenza (Firenze is the Italian name for the city of Florence) currently operates 25 franchised stores in 10 states, with 25 more locations in development. The husband-and-wife team of Steve and Darah Imrie are the franchisees of the Webster location. 

From January 8–12, the Webster location will celebrate its grand opening by offering guests a 10-inch pizza for $5 after downloading the Firenza Pizza app. For every $5 pizza purchased, $2 will be donated to the Webster Groves Baseball Softball League. In addition, the first 10 people in line on January 12 will win free pizza for a year (two 10-inch pizzas per month for 12 months).

The three-year-old company is a newish concept in the exploding fast-casual pizza segment. (In metro St. Louis, there are at least five current players in that category: Blaze Pizza, Crushed Red, MOD Pizza, Pieology, and ‘ZZA Pizza + Salads.)

Firenza, whose tagline is “Pizza Like Never Before,” distinguishes itself in several ways. Firenza president Dave Baer, who's in town for the opening, describes the pizza as an “American take on Neapolitan pizza,” which means "a thicker crust with a more open cell structure [more air holes]", more abundant toppings, and more cheese.

Super-fine Caputo “00” flour imported from Naples, Italy, is the base flour, but it's not the only flour used in the dough, which is made in house daily and hand-stretched to order. The resulting crust is more substantial than Neapolitan-style or even New York-style.

Guests can order from a menu of 10 signature pies or build their own, choosing from a list of 40 toppings and finishes, including Peppadews, sun-dried tomatoes, and a balsamic reduction drizzle.

Firenza's pizzas come in two sizes—10- and 14-inch—and are cooked in a gas-fired, live-flame, stone-hearth oven that was customized at Firenza's request. In addition to side burners, Steve Imrie says that Firenza's [oven] has an under-deck jet that both crisps the crust and helps with temperature recovery at peak usage times.

In the Webster location, 10-inch pizzas are priced from $5.99 (cheese), to $8.49 (signature), to $9.49 (unlimited toppings); 14-inch pizzas are priced from $10.99 (cheese), to $16.49 (signature), plus $1.49 for each additional topping.

Other menu options include four salads, five versions of oven baked wings (in two sizes), meatballs, and three kinds of breadsticks, including cheesy (pictured below). 

Baer says Firenza's pizzas and salads are proprietary but that "local influences are encouraged for things like beverages and desserts," so look for Park Avenue Coffee's gooey butter cake and several familiar draft beers, including American Brown Ale from The Civil Life, Incarnation IPA from 4 Hands, and Bobber Lager from Logboat Brewing. Other beverage options include local beer in cans and bottles, wine by the glass and bottle, and soft drinks.

The Webster location is slightly larger than the other Firenza stores, which paved the way for a side concept, Ziggy's Frozen Treats, slated to open in the next two weeks. Gelato, frozen custard, sundaes, and milkshakes can be ordered from an inside counter or a walk-up window. The Webster location will be the first Firenza store with a frozen dessert option.

Part of the reason Firenza appealed to the Imries was the company's willingness to "get away from the playbook," as Steve says. "The local influences, the wall graphics, the custard concept—all are unique to this location."

Firenza Pizza

20 Allen Ave., St Louis, Missouri 63119

314-753-2268

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Sun - Thu: 11:00 a.m. - 10:00 p.m.; Fri - Sat: 11:00 a.m. - 11:00 p.m

Inexpensive

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