On today’s blog, we are finally diving into a New Haven apizza story, and we are doing it with a legendary spot that has been dishing out iconic pies since 1938. I am so thrilled to bring you my conversation with Bret Lunsford from the historic Sally’s Apizza. If you know anything about the pizza world, you know New Haven is holy ground, and Sally’s is right at the center of it.
Maybe you’re a die hard pizza enthusiast who has made the pilgrimage to Wooster Street. Maybe you’re someone just discovering the magic of New Haven “apizza.” Wherever you fall in your pizza journey, this story is a beautiful reminder of how food connects us to history, family, and community.
The Lock Factory, Uncle Frank, and $500 of Jewelry
To understand Sally’s, you have to look back at the early 1900s. New Haven, Connecticut, saw a massive wave of immigration from Italy’s Amalfi Coast. The local government was actually offering incentives, about $500 and the promise of a job, for families to move to the area and work in local factories.
With that migration came a taste of home: pizza. The New Haven pizza scene officially kicked off in 1925 when Frank Pepe opened his doors on Worcester Street. Working right alongside Uncle Frank were his two nephews, Salvatore “Sally” Consiglio and Tony Consiglio.
As the story goes, a family fallout led to Uncle Frank firing Tony. Showing ultimate sibling loyalty, Sally quit on the spot in solidarity. The brothers spent a year working in the lock factory, but the pull of the dough was too strong. Hoping to get her sons back into the business, their mother sold $500 worth of her own jewelry to buy a nearby bakery. In 1938, Sally’s Apizza was born.
How Sally’s Got Its Name: When the brothers went to file for their business license, Sally was old enough to sign, but Tony wasn’t. When asked for the business name, Sally simply wrote down his own name, and it stuck forever.
Charred, Not Burnt: The Sally’s Style
If you look at the “Big Three” of New Haven pizza, Pepe’s, Sally’s, and Modern, each has its own distinct identity. Bret broke down exactly what sets Sally’s apart:
- The Sauce: An incredibly vibrant, tomato forward profile.
- The Mozzarella: While Pepe’s famously uses sliced mozzarella, Sally’s utilizes shredded, applying it with a lighter hand to let the crust and sauce shine.
- The Hydration: A slightly higher hydration level in the dough compared to a standard New York slice, leading to a thin, airy, and beautifully crisp bite every time.
- The Char: Cooked in an oven that is now nearly a century old, the signature look features a distinct coal fired char. As we like to say: It’s charred, not burnt!
Honoring the Legacy While Moving Forward
One of the things that struck me most during my chat with Bret is just how similar Sally’s is to my own family’s business. My grandfather opened our pizzeria back in 1960, and we still do everything exactly the same. At Sally’s, it’s no different.
Bret shared that the easiest and hardest part of his job is that the canvas is already painted. They don’t mess with the 1938 foundations. They still respect the traditional proofing process, sauce by hand, and embrace strict seasonality. In fact, their iconic fresh tomato pie is only served during the summer months because that’s when the local produce is at its absolute peak, just like when Sally used to pluck tomatoes from his own garden behind the shop.
But preserving legacy doesn’t mean being a stick in the mud. Sally’s has expanded to seven locations, introducing full menus with appetizers, entrees, and cocktails, all while keeping the core pizza exactly as Sal intended.
From Frank Sinatra to The Simpsons
The legendary status of Sally’s isn’t just internet hype. Generations of families have waited in their famous two hour lines. In the 1980s and 90s, the pizzeria cemented its place in pop culture.
Bret shared some mind blowing history with me. The original delivery? It was made to Frank Sinatra himself! The Chairman of the Board tried a slice in New Haven and loved it so much he ordered a batch driven all the way down to New York. Bill and Hillary Clinton even came to Sally’s on their very first date while attending Yale. The shop has even been featured in iconic comic strips and an episode of The Simpsons, showcasing the infamous “Red Phone,” the secret direct line that Sally’s wife used to reserve pies for VIP locals.
Join the Pilgrimage
Today, the community love remains as strong as ever. Whether it’s the annual Apizza Feast festival or a hot summer weekend, the lines keep forming. To take care of their dedicated fans, the team now passes out umbrellas in the summer and hot apple cider during the freezing winters.
Where to Find Sally’s Apizza
If you haven’t made it out to Worcester Street yet, pack your patience, bring an open mind, and get ready to taste history. You can keep up with their journey on Instagram and TikTok @sallysapizza.
Follow Sally’s on Instagram @sallysapizza.
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