What's Good Dough? Pizza

Chicago’s Busiest Slice Shop Almost Didn’t Make It


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How do you build buzz when you’re just two guys and a window in the cold?

Today, we are with Tony and Will from Paulie Gee’s Logan Square to break down what it really took to go from serving slices through a window during the height of COVID to becoming a must-stop pizza spot in Chicago. They open up about the challenges of keeping a consistent product and the surprising key lessons learned from running a slice shop. We also explore his approach to menu changes, his philosophy on what makes the perfect slice, and how he’s adapted to industry shifts.

Highlights:00:24 - “It took two years to really pick up” — Tony and Will get real00:35 - Window service days: tilt-up windows, outdoor payments, and frozen fingers01:15 - A year without indoor dining, hustling through Chicago weather01:45 - Year two bounce-back: a 50% increase and more foot traffic02:20 - Opening up the dining room: a real turning point02:50 - “You don’t need a box!” — re-training customer habits03:20 - Chicago’s love for bags… and double-bagging pizza03:55 - The slice is best when it’s hot — not riding in a plastic bag04:20 - Logan Square vs. Wicker Park: two ‘hoods, two pizza preferences05:00 - Why the window is full of meat slices now06:15 - Late-night regulars and the rhythm of a slice shop07:30 - Final thoughts from Tony and Will: “It takes time — but if you adapt, they’ll come”


Check out Paulie Gee’s Logan Square here:https://pauliegee.com/restaurant/paulie-gees-logan-square/https://www.instagram.com/pauliegeeslogansquare/


Check out Paulie Gee’s Wicker Park here:https://www.instagram.com/pauliegeeswickerpark/https://pauliegee.com/restaurant/wicker-park-slice-shop/

Thank you to our show sponsors:Corto:https://bit.ly/457DNII

Bacio Cheese:

https://bit.ly/3FmQ3up

Shot By Tristan Marr + Alexia Refil

Edited by Valentine Phelippeau

Topics:

Paulie Gee, Paulie Gee’s Pizza, Paulie Gee’s Pizzeria, artisan pizza, wood-fired pizza, New York pizza, pizza business, pizza entrepreneur, pizza industry, pizza restaurant, pizza-making tips, Paulie Gee interview, pizza dough techniques, pizza branding, running a pizzeria, pizza restaurant management, pizza business growth, pizza marketing, best pizza in New York, pizza community, pizza chef insights, restaurant success, pizza passion, pizza craftsmanship, pizza business strategies, independent pizzeria, pizza innovation, Paulie Gee’s story, pizza business challenges


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