Custom Fuel Pizza & Salads, a new concept in fast-casual pizza that allows diners to customize their own pizza, opens its first location in Harlem, New York City on Thursday, February 27. The brand was created by Jeremy Wladis of New York’s The Restaurant Group (A.G. Kitchen, Amigos, Good Enough to Eat) and Zach Current, founder of North Carolina–based Fuel Pizza. Joining Current and Wladis in their expansion plans are a group of high-profile investors, including former Knicks players John Starks and Anthony Mason, Syracuse Basketball coach Jim Boeheim, and CNN news correspondent Chris Cuomo.
Founded in 2013, Custom Fuel Pizza & Salads allows diners to design their own pizzas from a wide selection of specialty ingredients that range from the traditional to the artisanal. Starting with a white, whole wheat, or gluten free 7-by-13-inch crust, which is made in-house using a special recipe that includes bromine-free flour, the guest can choose any sauce, cheese, and up to four toppings from 40 choices, including Burrata cheese, grilled artichoke, and farm egg. Once each pizza is designed, it is taken to a high-heat oven that fires up the custom creation in about 90 seconds. The Custom Fuel menu will feature a variety of local-sourced ingredients as well as ingredients from select purveyors. For those not wishing to make a personalized creation there are suggested pizzas, such as Basil and Artichoke and BBQ Chicken, along with classic styles such as Sausage, Pepper, and Onion, and Cheese. Rounding out the menu are composed and customizable salad options.
In addition to the New York City location, Custom Fuel has two locations in Washington, D.C. A franchising program is in place to bring the concept to other markets throughout the U.S.
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