North Jersey Pizzeria Owner Has Seen His Detroit Pies Go Viral

BERGEN COUNTY, NJ — Salvatore Reina, who co-founded Francesca's Pizza and Pasta in Glen Rock and Elmwood Park, has been finding new ways to share his pies.

Five years ago, he began selling Detroit-style pizzas through a "ghost kitchen" in Elmwood Park called Squared, reaching new fans through Instagram posts that have gone viral.

In fact, he says, customers have come from other states after seeing photos of the square pizzas on the internet.

The Bergen County dad serves up more traditional pies at his two North Jersey pizzerias. And he does it with a "classic" staff, as Reina has retained five of the original seven employees who worked there from the start.

Recently, Reina shared the secrets of his success.

(Do you know of a restaurant opening or closing in Bergen County? Tell Patch so we can write about it.)

(Photo by Luca Reina)

Family Business

Reina said he bought opened Francesa's pizza in Glen Rock in 2008 after his brother moved to the town from New York City. Reina, 25 years old at the time, had gotten frustrated with his job and looked to the restaurant business, since he'd worked in the industry in his younger years.

He bought a pizza spot called Aldo's, redesigned it, and reopened it, keeping some of the employees. One of those was Adam Vuksanic, a Glen Rock High School student who worked there and eventually became a co-partner.

"The pizza is good," Reina said in an interview Thursday. "But it's the place that makes it special, the people. We have a great staff, a lot of ten-year-plus employees. I was in the restaurant business growing up, so I know: We respect them, they respect us."

He said that ten years ago, he added the second pizzeria in Elmwood Park to his holdings.

Through the years, he said, the businesses gave back to the communities, feeding first responders during the pandemic and providing support and food to homeless organizations and schools.

Five years ago, during the pandemic, he and Vuksanic were batting around business ideas and decided to try something different: a "ghost kitchen."

In a building in Elmwood Park, they cook up Detroit-style square pizzas, which are available only for takeout and delivery, not eat-in. Reina said that they chose Detroit-style pizza, with its crisp, square edges, to stand out from the other shops in the area.

He was delighted recently when a mother and daughter came all the way from New York City's Upper East Side. The daughter saw the pies on social media, so when she had a half day at school, the pair made the trip.

Serving Students

Reina also runs Francesca Lunch Box, launched in September 2024. He supplies lunches to 16 North Jersey public and private schools, bringing in $600,000 in revenue each year.

The schools include St. Leo's, Goddard School, Little Ivy, Primoris Academy, St. Peter's Academy, Glen Rock Coop, Ridgewood Coop, Holy Cross Early Learning Center, Barnert Temple, Boys & Girls Club of Hawthorne, Peacock Learning Academy, Crescent School, and four Elementary Schools in Wyckoff: Sicomac, Lincoln, Washington, and Coolidge.

Life Has Changed

Looking back, Reina said, the pizza business and customers have been good to him.

He's no longer a single 25-year-old, but a Fair Lawn father of two.

"I just want to give a big thank you," he said. "Now I have an 11- and a six-year-old, and I'm married to the best wife ever. I've had 18 years of love from my customers. When I had my first baby, I got toys and gift cards from them. I see the same people. It's not just about selling the pizza."

He added, "Over 18 years, I've seen a lot of stores change and restaurants open and close, and I'm still there. I'm very appreciative and grateful for that."

Do you know of a restaurant opening or closing in Bergen County? Tell Patch so we can write about it.