How marketing for my family’s pizzeria taught me about authenticity in branding.
Several years ago I started helping my father, doing marketing and branding for our family pizzeria. My grandfather started the business back in 1960 and it’s been a well-known and loved staple of the Windber community for 60+ years.
The problem? The business needed to be more well-known by even more people. In order to do this the first step was getting the story of my family’s pizzeria—which was already authentic, timeless, and personal—out to the masses.
Growing up, I spent countless hours with my grandparents there. I was a box folder, a pizza maker, a waitress, a cashier, and even a baker. The aroma of homemade sauces, the sound of the pizza being cut on the board, and the hum of friendly conversations and becoming aware of what customers needed, wanted, and asked for.
My grandfather, Pietro D’Arcangelo, embodied hard work and resilience. As one of the millions of Italian immigrants who came to America in the early 1900s, he turned his dream of opening a pizzeria into reality, leaving a legacy for his family. This was a special, important piece of the puzzle for the pizzeria.
Their story is what helped them stand out.
The truth is that everyone has one of these and the first step of branding is to find out what it is.
Honoring the Past while Embracing The Future
For my family, the pizzeria was more than a business—it was a symbol of culture, love, and perseverance. My grandfather’s story of leaving Abruzzo, working in the coal mines, and finally creating a thriving pizzeria isn’t just a tale of success; it’s about the sacrifices and values that built a foundation for future generations.
When I was writing my book, A Story About Pizza it became my way of communicating that tradition for the modern world. I wasn’t just documenting our history. I was sharing the values behind the food: the loyalty of an Italian family, the relentless pursuit of a dream, and the joy of sharing a meal.
In essence, I was communicating the story to the masses.
A Modern Twist on Tradition
Branding starts with core understanding. For us, that core was family and pizza. I wanted to highlight what made our story special—my grandfather’s passion, my grandmother’s hospitality, and the endless love shared over Sunday suppers.
Through my book, I reframed those values in a way that resonates with today’s readers. Plus, who doesn’t love pizza?
The process of branding isn’t always easy. It requires a known brand story and brand values, understanding what people need and want, and presenting that. For me, it meant capturing the sights, smells, and sounds of our pizzeria and using them to tell a universal story. It meant showing how one man’s determination could inspire generations to keep dreaming.
My book, A Story About Pizza isn’t just about food; it’s about the culture and resilience that shaped our family. It’s about honoring a legacy while creating something new—a way to inspire others who value tradition but dream of transformation.
Promoting this brand was taking the best parts of our past and presenting them with a fresh perspective. It’s a tribute to my grandfather’s vision and a love letter to the pizzeria that became my second home.
This journey, from growing up surrounded by pizza to writing A Story About Pizza, has been a celebration of both tradition and transformation.
Share Your Story, Build Your Brand
If you’ve ever wondered how to brand something meaningful in your life, start with your story.
Find the heart of what matters and share it in a way that inspires others. By sharing my family’s story, A Story About Pizza serves as more than a personal memoir. It becomes a way of providing depth and background to a brand.
A story breathes life into a product or business, creating connections that go beyond the surface. For us, the pizzeria wasn’t just about great food. It was about the core values of my grandfather; food, family, and loyalty.
Telling your family’s, or business’s story or showcasing your roots is a powerful way to build trust and authenticity. Whether it’s through a book, branding a business, or simply sharing your journey, personal narratives create a bond with your audience.
Ultimately, it’s a reminder that every great brand starts with a story worth telling.
Discover the journey for yourself in A Story About Pizza—available now.