The Upper Crust:
Vinnie's Pan Pizza

Peter Falzo didn’t so much change lanes as refine the route. Vinnie’s Pan Pizza is the latest—and most confident—expression of a space that has evolved with him, from Marra’s Italian deli to Peter’s fine dining and now to a fast-casual pan pizza experience that is both forward-thinking and timeless.

As the sole owner of Vinnie’s, Falzo says, “It was one of the hardest and best situations to separate my family when I transitioned from the restaurant (Peter’s), but it was a venture I needed to pursue on my own, and it was the best decision I have ever made as our relationship has never been better.”

“When I initially took the space in Millburn, it was for an Italian deli, called Marra’s,” he says. The idea nodded to a cousin’s beloved Roseland institution, but Millburn’s loyalty to Millburn Deli proved unshakeable, so Falzo rode the wave. “We set folding tables up with linen, covered the deli case with my grandmother’s tablecloths, and set up flowers and candles.” Weekend dinners quickly sold out.

Marra’s evolved into Peter’s, which thrived for a decade as a popular social anchor. After a dedicated run, one chef retired, and a talented family member stepped in, bringing fresh energy. When the pandemic hit, the bustling dining room transformed into an intimate two-table experience. Sensing the shift, Falzo changed direction to delivery, embraced the tech reshaping hospitality, and made a call. “I chose to close Peter’s proactively—before resources were stretched—so I could pivot with momentum.”

He moved to a format that could scale without sacrificing craft and returned to his family roots: pizza, with standards intact. “I keep our quality exactly where I’d want it for my own family—organic greens in every salad, hormone-free chicken, and the same care in every ingredient,” he says. He also shifted the spotlight. “From a marketing standpoint, I realized being the face of the brand could limit the growth I envisioned. After opening, I made a conscious effort to let the food speak for itself.” As he stepped behind the scenes, the food stepped forward.

Pan, Perfected

When Falzo announced the pivot to Vinnie’s Pan Pizza to a select few, he was overwhelmed by the positive response. “It made me realize how special the relationships I developed over the years are and that we are truly blessed,” he says.

The change confirmed a longer-term shift from family-run dining to a scalable, craft-focused pizza concept. And the menu reads like a curated playlist—tight, deliberate, and built for repeat plays. “In this day and age, food costs are at an all-time high, staffing is tough, and I am a firm believer that it’s better to make 10 things excellent than 50 items mediocre,” Falzo shares.

The sauce follows a family recipe of more than 40 years. The cheese, now Grande—“the caviar of pizza cheese for the type of pizza we make”—melts into a dough that ferments for three days, emerging light, crisp, and easy to digest, “which sets us apart from the stereotypical slice or ‘football’ pizza.”

Favorites surfaced quickly. “If I had to say which, it’s our ‘Roni’ pie,” he says. “We hand-cut our pepperoni into strips. It’s a process, but people love it.” Parmigiana dishes provide the requisite Italian comfort, and the meatballs—refined with Falzo’s chef—are hand-rolled and cooked in small batches. “Our meatballs are an item people think we buy but are a special recipe made in-house!”

Vinnie’s is still focused on takeout and delivery, but Falzo added a few tables to welcome those who make the trip. “It didn’t sit well with me that people were driving a distance to have it, then they had to either stand outside or eat in their car,” he says.

Following the quick growth of Vinnie’s, and after years of scouting North Jersey for a second location, Falzo walked into a shore-area space in Brielle and saw the next chapter. “I had a vision while I was there and said this is it.” Cousins in the area partnered on the project, and the welcome has been immediate. “We are open, and there is buzz around Monmouth County about us coming down there. It’s a great feeling when someone responds to something you put everything into.”

Today, Vinnie’s Pan Pizza sits at the intersection of tradition and innovation, with a loyal following that has embraced every step of the journey. Refined but not fussy, rooted yet forward-looking, Vinnie’s Pan Pizza reflects a craftsman who knows exactly what he wants to serve—and a community eager to sit down, or take out, and thoroughly enjoy it.

Photographs by Hot Dish Productions