At the helm is Frank Pinello, the chef and pizza obsessive behind the Brooklyn institution, whose no-nonsense approach to pizza has made Best Pizza a fixture of New York’s food and cultural scene. Known for its perfectly blistered crusts, classic toppings and laid-back, come-as-you-are spirit, Best Pizza has become as much a part of the neighbourhood as the people who eat there. Now, Frank is swapping Brooklyn for London for a limited run — and we're making room for him.
We sat down with Frank ahead of the partnership to get his best pizza advice, New York recommendations and a few hot takes.
For anyone who hasn’t met you yet, how would you describe Best Pizza - and what makes it distinctly New York?
Best Pizza is your prototypical New York slice shop, but with a few special touches - like our very old wood-fired oven. What makes Best Pizza distinctly New York is our overall point of view. It’s reflected in the food, the design (or lack of design), and our straightforward approach to making pizza. Nothing feels overthought. It’s honest, simple, and focused on quality.
What is it about New York’s pizza culture that keeps people coming back, generation after generation?
Pizza culture in New York is incredibly special. It’s a rich tradition that keeps evolving as each generation adds its own chapter. Those of us who grew up here have really fond memories of eating pizza as kids, so for me it’s important to honor that culture while continuing to push it forward.
For visitors, I think eating pizza is one of those essential New York experiences. It’s something that captures the personality of the city. Lots of tradition
You’re bringing a taste of Brooklyn to London. What are you most excited to discover about London’s own food and cultural scene?
I’ve been lucky enough to spend quite a bit of time in London throughout my career, and I’ve always thought the food scene here has been spectacular. I love pub culture, and I’m especially excited to see pizza grow the way it has.
What makes the perfect pizza, in your opinion? Is it the dough, the toppings, the oven - or something you can’t quite put your finger on?
All of the components matter. Great pizza is the result of a lot of small things coming together. Mainly Ratio. That said, I do think more emphasis on dough and crust these days than there used to be, and for good reason. The dough is the foundation, it gives the pizza its character. Once you have that right, everything else has a chance to shine. But ultimately it’s about balance. Every ingredient should have a purpose, and you should be able to taste them all.
Best Pizza has become part of the fabric of Williamsburg. What role do you think neighbourhood restaurants play in building a sense of community?
I think small businesses, like barber shops, coffee shops, corner stores, butcher shops, and other small businesses, play a huge role in the culture and fabric of a neighborhood. It’s hard to explain because it’s often the less obvious things that make them so important. These places are the fabric of the city
How does the energy of New York show up in the way you cook, serve and welcome people through the door?
The energy of New York is a huge part of what we do. It’s just inherently part of who we are. There’s a pace and excitement to the city that naturally finds its way into the restaurant. Lately, since the Knicks’ recent success, that energy has been through the roof. Watching strangers celebrate together, hugging, high-fiving, and sharing those moments is one of the things I love most about New York. That sense of community and excitement is exactly the kind of feeling we hope people experience when they walk through our doors.
Food, music and nightlife have always been closely connected in New York. What’s on the soundtrack at Best Pizza?
Hip hop, usually 90s.
If you could take someone on a perfect day through your New York - one meal, one drink and one place to hang out - what would it look like?
Unfortunately, my perfect day in New York is more of a memory now. It would start with a trip to Bensonhurst to my grandmother’s basement. I’d take the N train to 18th Avenue, have dinner at Nonna’s, and finish with an espresso and a cannoli from Villabate, the neighborhood bakery. That was New York to me growing up. In fact, if you watch the very first VICE video I ever made, that’s pretty much the day I wanted to share.
These days, life looks a little different. A perfect day is probably a walk around my neighborhood in Bushwick with my wife and son, ending with an ice cream. New York changes as you do, and that’s one of the things I love most about it.
What’s one thing London gets right when it comes to food and culture — and one thing New York does better?
London gets a lot right. Pubs, pints, fish and chips… and pizza. Although I think we might have you on that last one!
Finally, what should Londoners expect when Best Pizza lands at The Standard, London?
I hope Londoners can expect a very New York–Italian take on pizza—simple, made with great ingredients, and focused on balance. Beyond the pizzas themselves, we’re bringing some of my favorite things to customize your slice, like hot peppers, anchovies, and pickled eggplant. I also love dips with pizza, so don’t be surprised if you see a few of my takes on those as well. The goal is to create something that feels true to Best Pizza while giving people the chance to make every pie their own.
Ready to get a slice of the action? From 7 August, head to Double Standard at The Standard, London, where the team will be serving up a limited five-week menu created by Frank, featuring .... Expect New York-style slices, good drinks and plenty of Double Standard energy — whether you're stopping by for a quick slice or settling in for the full pizza-and-pints experience. Five weeks only, so come hungry and make it count.
