How Simo brings traditional Neapolitan pizza to NYC

Simo is known for its Neapolitan pizza, Italian hospitality and old-school charm. The brand just opened its second location in Greenwich Village in New York City. Owned by Simone Falco, the Naples-born chef behind the Rossopomodoro concept. Here, the "pizze" is made with Caputo flour, San Marzano plum tomatoes and Sicilian olive oil in an old-world recipe designed to make it stand out in a crowded city of offerings. Pizza Marketplace talked to Falco by email to learn more about the company's concept, menu and points of differentiation.

Q: When formulating your concept, why traditional "pizze"? Why an old-school style versus a more traditional, easier-to-make pizza?

A:When creating the concept for Simo, I wanted to make sure to always stick to my roots in Napoli. What I know best is creating a traditional pizza with high quality ingredients, from scratch; while this may not be the most efficient way to make pizza, it represents the essence of what I grew up with. People in Napoli are very hospitable, always opening up their homes for guests. At Simo, I open it up each day as a home to New Yorkers, as a comfortable place to enjoy pizza and maybe a glass of wine, and always stay as close to traditional Neapolitan style. I like to say that this is a passion operation that has become a business, not vice versa.

Q:Describe your Neapolitan concept. How does Simo see affordability?

A:Simo Pizza is known for its high quality and affordable Neapolitan pies, which are a traditional 12 inches in size, and made with simple ingredients: Caputo flour sourced from Naples, San Marzano plum tomatoes and Sicilian olive oil. On top of that, Simo's goal is to make Neapolitan pizza accessible to everyone without compromising on size or quality; this is why all pizzas are only about $10.

Q: You're open seven days a week for lunch and dinner. Why counter service over a full-service dining experience?

A:We aren't exactly a full-service restaurant. I would call it more "semi service." When you walk into Simo, you order and pay at the counter like a QSR, but we bring all of your food, drinks and anything else you might need to the table for you. Full service can have its downside for having a process that becomes too long and strung-out, but fully carryout service becomes so impersonal. We wanted to strike the right balance between these two concepts, making it a relaxing, quick and straightforward experience. Another reason we aren't like other QSRs is that we have real silverware, real glassware and no plastic for dine-in service. I want the experience of my home in Napoli to be provided at Simo; if you come to my house, I won't give you plastic forks and knives, I will give you the proper cutlery and proper drinkware to add to the experience of Neopolitan hospitality.

Q: What sets Simo apart from its competitors?

A: I have really channeled my roots from my hometown of Napoli and brought it to Simo Pizza. Neapolitan hospitality is what really sets us apart, as well as our reasonable price point, given the very high quality of our ingredients. My personal experiences have led me to create the Simo brand, and this business represents my family legacy.

Q: Making so much in-house, how are you maintaining continuity across the brand?

A:In order to maintain our continuity, training is an integral part of our business. The key to our expansion is always prioritizing working with an incredible team, and investing time and energy into training all of our employees to focus on and understand our culture and what we stand for. Above understanding how to make the food here, our team's focus is on the drive to succeed and push forward together. At the end of the day, we are in the service business and not just the food business. When someone is able to set these priorities, it makes the training process much more seamless for maintaining continuity and consistency both in brand representation and food quality.

Q:Having seen success with Rossopomodoro, how does a pizzeria owner know he or she is ready to go from one store to two?

A:This is the second location of Simo Pizza, our first location opened in the Meatpacking district three years ago. We will likely open the third location in about a year, but it is important for our training practices to be in place before we do so. Our plans are definitely ambitious, but we want to attract different demographics for each location.

Q: To what do you owe your success?

A: I owe my success to my education and my family. The discipline involved in studying for so many years has really helped me become a good business owner. Family really ties into my success, too, because it is something that you can always anchor yourself with when times get tough. This is also why a great restaurant team is so important to work with; if you're surrounded by great people who are rooting for you and your success, the possibilities are endless.

Q: If you had a piece of advice to give to a novice pizzeria owner, what would you tell him or her as an experienced pizzaiolo?

A:My top piece of advice would be to surround yourself with people who you really enjoy spending time with. When starting a newer business, it can become very lonely working so hard if you're not surrounded by others who are joining you for the ride. When I'm working long hours and miss spending time with my family, I can rely upon my awesome colleagues to fill that void during the days and nights I spend at the restaurant.