Even throughout their own closures due to the Palisades and Eaton fires, Prince St. Pizza found ways to support Los Angeles communities from the inside out

Born in New York City, Prince St. Pizza can be found across New York, Miami and California serving Sicilian “SoHo” Squares and original Neapolitan pizzas giving customers a New York City slice shop experience. While multiple locations remained closed due to the Palisades and Eaton fires, the ones that stayed open immediately jumped into action to help support our Southern California communities.

Moments after these devastating fires broke out on January 7, Marketing Manager Diana Schulman reached out to Chief Executive Officer Lawrence Longo, pitching him the idea to serve free slices to anyone affected and first responders. It was an instant agreement, and within minutes, Schulman had a post up letting people know Prince St. was there to help.

According to Longo, the pizzeria was founded on the idea of feeding the community.

“When something crazy happens, you go and help out the community you’re a part of,” he said, “When I see restaurant owners who are just like ‘I’ll just close it down while we wait and see what it’s like.’ I say, ‘No man! Get in there and help out!’.”

The decision to contribute was unanimous among the Prince St. staff.

Director of Operations Sid Jones said, “Anything that we could do to support or be a part of it, it wasn’t even a question. It’s about giving back to people who are protecting us and helping us, and giving back to a community of people who are in a tough situation.” 

Prince St. wanted to make sure that even through uncertainty there was some sense of comfort. Fire evacuees could come in and ask for a free slice of their choice without questions.

“It was very casual because the big picture was helping people,” said Jones.

In addition, they also donated full pies to firehouses, evacuation sites and donation centers.

Schulman emphasized the pizzeria’s efforts during such a difficult time and believes that there’s something special about this place.

“I just want people to think of community when they think Prince St. It’s more than just pizza. We really, really want the community to trust us and feel like they can come to us to feel at home when they might not have their home anymore,” she said. 

For locations outside of the local communities directly affected by the fires, Prince St. started to brainstorm and knew they could expand their efforts through something unexpected.

The company prides itself on not serving ranch with their pizza. So, to get people talking and give customers an opportunity to break their golden rule, they created “Not Ranch.” This creamy garlic aioli was a small but powerful addition to their menu, where every purchase went directly to fire relief. This allowed thousands of people to contribute to Prince St.’s efforts and made our connection as a nation stronger. 

Out of the seven Prince St. locations in Los Angeles, the Pasadena and Malibu shops had to close due to the fires.

According to Cal Fire, the Eaton Fire burned approximately 14,021 acres and destroyed over 9,400 structures, and the Palisades Fire burned 23,448 acres and destroyed over 6,800 structures.

Questions of the government’s role in this and funding disbursements start to arise. Jones believes that supporting people should be the priority.

“It would be great if the federal government jumped in and were able to give us or other businesses some sort of credit, but I would never want it to undervalue the intention or integrity of what we’re doing. It’s not about the money, it’s about the people,” he said.

Longo agrees and is frustrated that politics get in the way of what’s most important.

“Everybody turns support after disasters into politics, and that’s not what it’s about. It should be about the people and helping them,” he said.

And helping people is just what Prince St. did, along with many other Angelenos. Jones thought it was cool to see Los Angeles really united.

“It’s easy to be a divided place now, and I think that it was very refreshing to see people coming together in unity, to assist each other and complete strangers,” he said, “The only positive I can see from a fire of this scale is just being able to connect with people and hearing their stories and trying to make an impact on the local communities.”

In a similar vein, a fond memory Schulman reflects back on is dropping off pizzas at fire stations.

“I think what a lot of people don’t realize is they’re out fighting these fires all day long, and then they come home and they’re tired and don’t want to make food. But now they have our pizzas!” she said, “It’s nice to know we’re able to help the people that are saving our communities.”

Seeing their impact on others brings a smile to their faces, however, Longo believes the greatest prize is the smallest gesture.

“Anytime somebody thanks you for doing something good, that’s the reward. Right?”

Click to see my video highlighting their efforts and delicious food below

Posted to my Instagram & TikTok

Take a look inside Prince St. Pizza’s West Hollywood location