Prince Street Pizza, a popular New York City-based pizzeria known for its buzzy following, is set to open its first Texas location on Dallas’ Henderson Avenue. The restaurant will take over the iconic site of the original Fireside Pies, a key player in the transformation of Henderson Avenue into a bustling bar and restaurant district.
Fireside Pies, which opened in 2004, was once a hotspot where patrons frequently spilled onto the sidewalk waiting for a table. Now, Prince Street Pizza, led by CEO Lawrence Longo, hopes to generate similar excitement and loyal fandom in Dallas.
Longo, known for his flair for generating buzz, recalled how long lines formed in Los Angeles when Prince Street opened in November 2020, even during pandemic restrictions. He’s no stranger to creating anticipation—having previously built hype for Off the Menu, an app that highlights secret menu items, and for launching viral events such as the release of the Krabby Patty in 250 locations nationwide in late 2024.
“I’m definitely into the hype,” Longo admitted, and his ability to get people excited is a key driver of the success behind his ventures.
Prince Street Pizza has expanded to about 15 locations across New York, California, and other high-traffic cities such as Las Vegas and Miami. The Dallas location will be a quick-service spot, ideal for the dense, walkable neighborhood of Henderson Avenue. The restaurant will feature the signature thick, square-shaped pies that fans love, with standout options like the Spicy Spring—loaded with pepperoni cups and fra diavolo sauce—and The Naughty, topped with spicy vodka sauce, ricotta, mozzarella, hot honey, and pepperoni. Slices are priced around $6.50.
In addition to pizza, Prince Street will offer salads, smoked mozzarella sticks, arancini balls, and select desserts. Longo is confident that the “craveable product” will resonate with Dallas customers, having previously held a seven-day pop-up in the city in 2021. “I knew the market liked our product,” he said. “It was just about finding the right location.”
Longo explored several areas, including Snider Plaza and Deep Ellum, before deciding on the Knox/Henderson area. Though the space is small—just 1,200 square feet—he’s committed to pouring “a lot of love” into the location. The restaurant is expected to open in September 2025, marking one of eight new Prince Street Pizza openings planned across the country.
As Longo continues to grow the brand, Dallas is poised to become the next hot spot for Prince Street Pizza enthusiasts.
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