Frank Kabatas is the owner of East Village Pizza, a popular New York-based pizzeria where tradition meets innovation. Here is where Frank went from being a delivery driver in 1997, being fired after just six months, to later becoming the pizzeria’s owner in 2003, highlighting his passion for the craft and his embodiment of the power of hard work and determination.
With nearly three decades in the industry, Frank has made East Village Pizza a cornerstone of NYC’s pizza culture and a landmark destination known for its innovative and high-quality pizzas. This commitment to excellence shines through in every pizza he creates, as he continuously experiments with flavors and techniques, always striving to deliver the best possible product to his customers. His leadership and passion continue to make East Village Pizza a cherished destination celebrated for its unique and delicious pizzas.
New York Lifestyles had the opportunity to sit down with Frank to discuss his career journey. Here’s what he shared.
What did you aspire to be when you were growing up and before immigrating to the United States?
I first arrived in the US from Turkey when I was 23. I was still a student when I came here, and I did not have the typical work experience that American students often do. Back then, my focus was solely on studying, and I aimed to become a computer specialist, which was growing in popularity then. Never did I imagine I would end up entering the food industry!
What sparked the idea of opening your pizzeria?
Was there a particular moment or experience that inspired you? When I first arrived in 1997, I barely spoke English–only the basics of ‘yes’ and ‘no’. I needed to go to school to learn the language and a way to earn money, so I quickly set out to find a job. That’s where my journey with East Village Pizza began. I got hired to work as a delivery driver but was fired after only six months. I didn’t let this setback deter me. I continued working in the pizza industry, getting another pizzeria job, and juggling 12-hour shifts daily while attending school for five hours. I worked at another pizzeria in the East Village, where I learned how to make pizza, and then at a Domino’s on Long Island. I continued making pizzas and got promoted to store manager after eight months, which taught me much about business marketing.
New York City has an incredibly competitive pizza scene. How have you created buzz and cultivated customer loyalty for East Village Pizza?
My philosophy is simple: do one thing and do it right. So, if you’re making pizza, you must be passionate and know how to make it good–it needs your time, energy, and effort. You must know your market, understand people’s wants, and deliver something better. Although gaining customer loyalty takes years, it sets you apart from the competition and makes you a landmark. You must also be proud of what you’re putting out there. Quality is never a coincidence; it takes effort.
What has kept you enthusiastic and motivated throughout your entrepreneurial journey?
My dream gave me purpose, and that purpose gave me East Village Pizza. Throughout my journey, I’ve set goals for myself, striving to make the business a landmark NYC pizzeria destination for locals and tourists. I’m proud to share that East Village Pizza has achieved that status today becoming a beloved establishment.
What pivotal lessons stand out the most in shaping your approach to business and leadership?
If you continue to try to achieve your goals, the challenges never stop. My biggest challenges were during the beginning when I had to figure out how to run a pizzeria, create my recipes, source the ingredients, and find dependable employees to train. But running a business means that challenges don’t ever end.
Reflecting on everything you’ve accomplished, what moments are the most rewarding for you?
After all these years, hearing people talk about East Village Pizza on social media, in bars with friends, and in the neighborhood makes me incredibly happy. When people walk by and say this pizza place is really good, it makes me feel I’ve achieved my goal of making the pizzeria a landmark.
How have you leveraged social media to increase visibility and attract customers to East Village Pizza?
I started on social media in 2012, using Facebook and then Instagram, posting pictures of the pizzas I made because I was interested in them. People had laughed at me, saying Instagram was for personal photos, but I continued and started gaining followers worldwide. When Instagram introduced features like video posting and live streaming, I used those to show how I make and cook pizzas. These videos went viral, with over twenty million views. These videos went on to be featured on major Instagram accounts, which was exciting and helped me attract many new followers as an “Instagram famous” pizzeria.
Can you tell us about the process of developing your menu? How has it evolved, and what are your signature or favorite items?
When I started my journey with East Village Pizza, I knew some classic New York City recipes but continued experimenting in the kitchen. It took me over three years to perfect my Margherita Pizza–trying over twenty different cheese and sauce combinations. Now, Margherita Pizza has become one of of the bestsellers.
As we look ahead, what’s next for East Village Pizza? Are there any exciting new projects or expansions on the horizon?
There aren’t any expansion plans, but I’ll revisit the idea once I hit the 30-year mark. As for exciting new products, I recently debuted a fresh, non-fried eggplant pizza that’s been an enormous success. I’m always in my kitchen experimenting, so who knows, some surprising projects may be coming soon.
For more information on Frank Kabastas and his East Village Pizza, visit eastvillagepizza.net