The Gulf Time Newspaper One of the finest business newspapers in the UAE brought to you by our professional writers and editors.
GULF TIME
Joseph Ciolli, CEO of Grimaldi’s Pizzeria, reflects on the brand’s journey from beneath the Brooklyn Bridge to the heart of Dubai. With decades of craftsmanship, a passion for authentic flavors, and a people-first philosophy, Ciolli shares how Grimaldi’s is expanding globally while preserving the soul of its original coal-fired pizza.
Joseph Ciolli, CEO of Grimaldi’s Pizzeria, talks about pizza, it’s more than just food — it’s heritage, craftsmanship, and a relentless pursuit of quality. What began as a Brooklyn icon under the famed bridge in 1990 has grown into a celebrated national brand across the United States — and is now ready to make its mark in the Dubai.
“The key to scaling Grimaldi’s has always been our people, systems, and processes,” says Ciolli. “They’re what allow us to grow without losing authenticity.”
Joseph Ciolli:Grimaldi’s has steadily expanded across the United States, with both company-owned stores and franchise locations bringing its coal-fired signature to new regions.
“We’re currently working on expanding into markets like Utah, Nebraska, Alabama, Oklahoma City, and Iowa,” Ciolli shares. “At the same time, we’re growing our company-owned locations in areas where we already have a strong presence.”
The brand’s international journey begins with the UAE — specifically Dubai and Abu Dhabi — through a partnership with Tablez Group.
“They’ve been phenomenal,” Ciolli says. “They trained with us in the U.S., we trained with them here, and they completely understand our culture — one that’s built on people, product, and service.”
Looking ahead, Grimaldi’s also plans to expand further into Saudi Arabia and other Gulf countries.
Joseph Ciolli: Like many restaurants, the pandemic forced Grimaldi’s to rethink its operations.
“Before COVID, we were not big on takeout. I always wanted people to dine in — that’s how you get pizza at its best, straight out of the oven,” Ciolli admits. “But the pandemic changed that. We had to redesign our stores, turn hostess stands into to-go areas, bring in pizza heaters, and upgrade POS systems for delivery partners like Uber Eats and DoorDash.”
The change stuck.
“Today, about 30% of our business is pickup or delivery. Pizza travels well, and people around the world associate it with takeout, so we adapted — but we’re also seeing diners return for that in-house experience,” he adds.
Joseph Ciolli: Despite global growth, Grimaldi’s continues to guard its Brooklyn roots.
“Our success formula has always been simple — great people, a great product, and excellent service,” Ciolli explains. “We never compromise on ingredients. We use San Marzano tomatoes from Italy, pesticide-free produce, and Pecorino Romano cheese — all of which define our quality.”
At the heart of Grimaldi’s identity is its coal-fired oven — a rarity in the industry.
“We use anthracite coal, which burns cleaner than wood or gas and gives our crust that distinct smoky flavor. That’s what makes us different from anyone else in the market,” Ciolli says with pride.
Joseph Ciolli: Running a restaurant empire hasn’t been easy, especially in a business known for its volatility.
“This is one of the toughest industries — it’s capital-intensive, people-intensive, and often unpredictable,” Ciolli reflects. “In the U.S., government regulations and labor changes can affect costs, while in the UAE, rents are high but labor is cheaper. It all balances out.”
For Ciolli, the most crucial factor remains people.
“Having the right people in the right seats doing the right thing is half the battle. Staying proactive and understanding what’s coming down the line — that’s how you survive in this industry.”
Joseph Ciolli: Looking at global dining trends, Ciolli sees both challenges and opportunities.
“Inflation, labor costs, and changing consumer habits are shaping the industry,” he notes. “But pizza remains universal — it’s comfort food that fits any occasion, whether dining in or taking out. In the GCC, I think people will continue to enjoy both. Fast-casual dining will thrive, but experiences matter — and that’s something we deliver either way.”
Grimaldi’s, he believes, is uniquely positioned for success.
“People don’t want to pay steakhouse prices for delivery, but they’ll happily enjoy a premium pizza at home. That’s where we have the edge — we offer the best of both worlds.”
Joseph Ciolli: As Grimaldi’s brings its iconic coal-fired pizza to Dubai, Ciolli remains focused on one thing — delivering an experience, not just a meal.
“Guest-centric service is our core philosophy. As long as we’re giving people great pizza, great service, and great memories, we’ll keep growing — from Brooklyn to wherever the next oven lights up.”
With its blend of tradition, innovation, and a touch of New York soul, Grimaldi’s Pizzeria is ready to serve Dubai one smoky, perfectly crisp slice at a time.