How do you build buzz when you’re just two guys and a window in the cold?
Today, we are with Tony and Will from Paulie Gee’s Logan Wicker Park to break down what it really took to go from serving slices through a window during the height of COVID to becoming a must-stop pizza spot in Chicago. They open up about the challenges of keeping a consistent product and the surprising key lessons learned from running a slice shop. We also explore his approach to menu changes, his philosophy on what makes the perfect slice, and how he’s adapted to industry shifts.
Highlights:
00:24 - “It took two years to really pick up” — Tony and Will get real
00:35 - Window service days: tilt-up windows, outdoor payments, and frozen fingers
01:15 - A year without indoor dining, hustling through Chicago weather
01:45 - Year two bounce-back: a 50% increase and more foot traffic
02:20 - Opening up the dining room: a real turning point
02:50 - “You don’t need a box!” — re-training customer habits
03:20 - Chicago’s love for bags… and double-bagging pizza
03:55 - The slice is best when it’s hot — not riding in a plastic bag
04:20 - Logan Square vs. Wicker Park: two ‘hoods, two pizza preferences
05:00 - Why the window is full of meat slices now
06:15 - Late-night regulars and the rhythm of a slice shop
07:30 - Final thoughts from Tony and Will: “It takes time — but if you adapt, they’ll come”
Check out Paulie Gee’s Logan Square here:
https://pauliegee.com/restaurant/paulie-gees-logan-square/https://www.instagram.com/pauliegeeslogansquare/
Check out Paulie Gee’s Wicker Park here:
https://www.instagram.com/pauliegeeswickerpark/https://pauliegee.com/restaurant/wicker-park-slice-shop/
Thank you to our show sponsors:
Bacio Cheese:
https://bit.ly/3FmQ3up
Edited by Valentine Phelippeau
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email me: [claire@whatsgooddough.com](mailto:claire@whatsgooddough.com)
Topics:
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