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Massimo Laveglia, co-owner of L’Industrie Pizzeria, candidly states his disdain for the prevalent New York City slice shop model where pizzas sit behind glass for hours. “That’s not a great product for me,” the Italian native asserts, reflecting on a decades-old practice he sought to dismantle when he took over L’Industrie from its French founder in 2017. His vision for a paradigm shift in the competitive world of New York pizza has not only garnered immense popularity but also earned L’Industrie Pizzeria the prestigious title of Pizza Today’s 2026 Pizzeria of the Year, a testament to its unwavering commitment to freshness and quality.
Contextualizing the NYC Pizza Landscape
New York City’s pizza scene is legendary, a dense tapestry of traditional establishments, innovative newcomers, and fiercely loyal patrons. For generations, the quintessential "New York slice" has been defined by its grab-and-go convenience, often involving pre-baked pies held under heat lamps. While efficient, this model frequently sacrifices peak freshness and nuanced flavors. L’Industrie’s approach represents a significant departure, challenging the status quo by elevating the humble slice into an artisanal experience. This commitment to an enhanced product, even if it means a slight increase in wait time, resonates deeply with a culinary landscape increasingly valuing quality and provenance. The city boasts thousands of pizzerias, making L’Industrie’s rapid ascent and widespread acclaim even more remarkable.
The Visionary Founders and Their Partnership
Massimo Laveglia’s journey to becoming a celebrated pizzaiolo in New York began with an unexpected turn. Having moved to the United States with aspirations of a professional soccer career, Laveglia found himself working as a restaurant server to support himself. It was through a wholesale supplier that he learned of a year-old Brooklyn pizzeria, L’Industrie, that was for sale. Seizing the opportunity, Laveglia took the reins in 2017.
Soon after, Laveglia encountered Nick Baglivo, who would become his indispensable partner. Baglivo, whose family hailed from the same Italian town as Laveglia’s father, worked at a local deli. Intrigued by Laveglia’s unconventional, made-to-order slice concept, Baglivo began to assist at the fledgling pizzeria. He recalls the early days: “It wasn’t glamorous in the beginning. … People thought we were crazy.” Yet, Baglivo shared Laveglia’s conviction, asking, “But when you think about it, why not take the extra minute to give somebody a fresh slice?” This shared philosophy formed the bedrock of their partnership, transforming L’Industrie from a niche concept into a multi-unit enterprise frequently lauded as one of New York’s top pizzerias. Laveglia highlights their synergy, noting his practical skills in machinery maintenance and Baglivo’s culinary background, which guides the menu’s evolution. Their "very hands-on" approach underscores their deep personal investment in the business.
A Dedication to Freshness and Craft
L’Industrie’s core differentiator lies in its commitment to preparing slices fresh. “We don’t have pizza sitting in the rack for more than five, 10 minutes,” Laveglia explains. Instead, each slice ordered is typically taken from a pre-baked, whole pie, then finished in a dedicated slice oven, and finally adorned with fresh ingredients. For instance, a Burrata slice begins as a regular base, is reheated to perfection, and then crowned with creamy burrata, fragrant basil, grated Parmesan, and a drizzle of premium olive oil. This meticulous process ensures that every bite delivers optimal texture and vibrant flavor. “Here, everything is fresh — and definitely you get better quality doing it this way. There is more detail in the work; there’s more love,” Laveglia emphasizes.
This philosophy extends to L’Industrie’s ingredients. The owners have cultivated exclusive relationships with suppliers to ensure unparalleled quality. Their flour, a proprietary blend developed by Laveglia himself, combines semolina, whole wheat (at a carefully calibrated 5% to avoid a "bread taste"), and Type 1 flour. This custom blend is pre-mixed by an Italian mill and delivered in L’Industrie-branded bags, streamlining operations while maintaining consistency across hundreds of pies baked daily. Similarly, a trip to Puglia, Italy, led to a collaboration with an olive oil company, resulting in a custom-labeled, 100% Coratina extra virgin olive oil used throughout the shop. Such dedication to sourcing and customization significantly contributes to the unique flavor profile that has captivated customers and critics alike.
Evolution of the Flagship: Williamsburg’s Tiny Beginnings to Grand Expansion
The story of L’Industrie’s original Williamsburg location is one of organic growth from remarkably humble beginnings. When Massimo Laveglia inherited the business, the space measured a mere 250 square feet, featuring an "awkward" L-shaped layout where customers entered and exited through the same door. For his first three years, Laveglia operated within this tiny footprint, often as the sole employee, meticulously crafting pizzas and building a loyal following.
The pivotal moment for expansion arrived during the pandemic when the adjacent real estate agency closed. The landlord encouraged Laveglia to lease the vacant space and the adjoining corner storefront. Though initially apprehensive, Laveglia took a calculated risk, leasing "just enough room to make a better product" and erecting a temporary wall. This gradual, phased expansion eventually led to him assuming the lease of the corner deli as well. Today, the Williamsburg location, while still presenting a charmingly piecemeal feel with floor marks betraying its former divisions, offers a significantly enhanced customer experience. Diners enter through the original door, face a concise menu board, and place their orders. A distinctive feature is the glass-paneled wall separating the kitchen from the dining area, allowing customers to observe staff meticulously cutting and balling dough. Laveglia explains, “I always had an idea of making dough in front of the people because we don’t want to hide secrets. We don’t have anything to hide. You eat pizza and watch the guys rolling dough.” During warmer months, an outdoor dining structure with bistro tables further expands capacity, creating a vibrant street-side atmosphere.
Operational Excellence and Consistency
Consistency is paramount at L’Industrie, a principle enforced through rigorous daily oversight by Laveglia and Baglivo. They are "always here, always around," even on holidays like Christmas, ensuring every aspect of the operation meets their exacting standards. Managers at each location are required to send photos of pizzas fresh out of the oven multiple times a day, documenting product quality and maintaining uniformity across all stores.
A cornerstone of L’Industrie’s operation is its four-deck electric pizza oven, a workhorse utilized almost non-stop from pre-dawn hours until closing. Staff arrive early to pre-heat the oven before prepping a diverse range of desserts and breads, all baked in the same oven as the pizzas. This multi-purpose use is a testament to the efficiency and versatility of their equipment, which Laveglia describes as a significant upgrade from the "worst equipment in the world" he inherited in 2017. While whole pies are baked in this primary oven, individual slices are reheated to order in a separate countertop slice oven, strategically placed near the expo station for the final addition of fresh ingredients. This dual-oven system ensures both high volume and made-to-order quality for individual slices.
To further bolster consistency and uphold their rigorous standards, Laveglia and Baglivo are developing a proprietary app. This tool will enable them to conduct unannounced "audits" at any time of day, scoring each location on criteria ranging from pizza quality and cleanliness to ambient vibe and music selection. This system is designed to incentivize excellence and ensure that L’Industrie’s signature quality remains uniformly high across all its outlets.
Strategic Growth Across Manhattan
In a city as competitive as New York, "there is less forgiveness" for mediocrity, as Nick Baglivo aptly puts it. Unlike areas where pizzerias are scarce, New York offers a multitude of options within blocks, demanding constant peak performance. Despite their initial success, Laveglia and Baglivo approached expansion with caution and deliberation, waiting years before considering a second location.
Their second store, opened in 2022, found its home in the West Village, a neighborhood chosen for its "similar vibe: small." The expansion, however, brought back the demanding hours of the early days. Laveglia spent months working from "6 a.m. through night" to establish the new outpost, which quickly mirrored the original’s success, drawing consistent lines despite formidable competition from local legends like Mama’s TOO! and John’s of Bleecker Street. Staffing the new location was made smoother by relocating 80% of the team from the Brooklyn store, having trained new hires months in advance. This internal promotion strategy ensures that L’Industrie’s unique "system" and values are deeply embedded in its growing workforce.
Earlier this year, L’Industrie embarked on its most ambitious expansion yet, opening its third location in March in New York City’s iconic Little Italy. This densely packed neighborhood, home to an estimated 60 Italian restaurants and pizzerias within five square blocks, represents a significant challenge and a strategic move. Baglivo, who grew up in Midtown Manhattan, views it as a central hub, capable of serving "four to five different neighborhoods." The Little Italy outpost boasts a more spacious footprint with high ceilings and a larger dining area, allowing for an open front wall that seamlessly blends the pizzeria with the bustling streetscape. While it accommodates a larger dough mixer, the core equipment mirrors that of the other locations, ensuring operational familiarity. The owners’ disciplined approach paid off, making the opening of the third location "exponentially easier" than the second, a testament to their refined processes and unwavering commitment.
Elevating the Sweet Side: The Art of Pastry
L’Industrie’s culinary prowess extends beyond savory pies to a sophisticated dessert program, largely thanks to the arrival of Gabriele Marziali in late 2025. Hired from Rome, where he was celebrated as the "king of laminated pastry," Marziali now oversees the production of breads, desserts, and pizza dough across all three locations. His mandate is not only to elevate the dessert offerings but also to standardize their creation processes.
Each morning, Marziali and his team prepare a range of scratch-made pastries using a separate, specialized flour blend. Offerings include three types of bombolones, an olive oil cake so beloved it remains untouched by recipe changes, and a rich carrot cake made with freshly peeled carrots daily. Marziali focuses intensely on consistency, ensuring "the best cake possible in terms of shelf life, texture and how we have it on the counter" for every customer.
His mastery truly shines in the Millefoglie, a delicate puff pastry meticulously folded to create incredibly thin layers, then filled with Chantilly cream – a lighter, airier blend of whipped cream and custard. The Millefoglie is baked to achieve a shiny texture with a subtly bitter, salty crust that beautifully contrasts the sweet, ethereal filling.
L’Industrie further delights with a soft-serve machine offering two types of gelato, frequently featuring seasonal fresh fruits, directly blended and sieved without purees. Other flavors might include Italian pistachio, hazelnut, or olive oil gelatos. During summer months, the pizzeria also offers frosé and other beverages from a countertop machine, alongside L’Industrie-branded aluminum bottles of water, providing a refreshing complement to their rich menu.
Beyond Pizza: Unique Offerings
Beyond its celebrated pizzas and desserts, L’Industrie tantalizes customers with unique weekly specials. Every Wednesday, the pizzeria expands its savory menu to include a highly anticipated sandwich special. The foundation for these sandwiches is a custom-made sesame seed bun, crafted from the same unique dough as their signature pizzas. Baglivo, who playfully calls himself "the belly behind the sandwiches," curates the fillings, drawing inspiration from seasonal ingredients, weather, and flavors he personally enjoys. The baguettes, rolled in sesame seeds, proofed for hours, and baked with steam, offer a distinctive flavor and texture. Baglivo’s weekly Instagram videos announcing the sandwich special generate an immediate deluge of orders and comments, with the offering often selling out quickly.
The Philosophy of Unwavering Commitment
For Massimo Laveglia and Nick Baglivo, L’Industrie Pizzeria is far more than a business; it is "our life." Their dedication is absolute, manifesting in daily visits to all stores, a relentless pursuit of perfection, and a deep engagement with customer feedback. Baglivo states, "We’re always making sure we read every review. We take all constructive criticism, and we try to apply it and work at it." This profound commitment to continuous improvement, coupled with a systematic approach to quality control and employee development, underpins L’Industrie’s remarkable success. They foster a culture where every team member, from dishwashers to pizzaiolos, is encouraged to grow within the company, learning every aspect of the operation to ensure the L’Industrie "system" is meticulously followed.
Industry Recognition and Broader Impact
L’Industrie Pizzeria’s unwavering dedication to hard work, quality ingredients, and an exceptional customer experience has resulted in significant industry recognition. This year alone, the pizzeria has garnered multiple accolades, culminating in the esteemed Pizza Today’s 2026 Pizzeria of the Year award. Such honors, including consistent high ratings from influential guides like 50 Top Pizza USA and Gambero Rosso, elevate L’Industrie’s status not just within New York, but across the national and international culinary landscape. Their success challenges the conventional wisdom of the quick-service pizza model, demonstrating that artisanal quality, transparency, and hands-on dedication can thrive and scale even in the most competitive markets. L’Industrie is not merely serving pizza; it is setting a new benchmark for the quintessential New York slice, proving that passion, precision, and "more love" can truly reinvent a classic.
KATE LAVIN is Senior Editor of Pizza Today magazine.
