Russo NY Pizzeria : Baking Up A Global Expansion

Anthony Russo doesn’t just serve pizza—he serves legacy. As founder and CEO of Russo’s New York Pizzeria & Italian Kitchen, he has spent the last three decades perfecting a family-rooted formula that blends authenticity, simplicity, and scalability. Now, with 57 stores worldwide and eyes set firmly on 130 by the end of the decade, Russo is plotting an aggressive and strategic global expansion—with Mexico City at the center of his next big leap.

From New Jersey to Houston—and Beyond

Born to first-generation Italian parents and raised in New Jersey, Russo moved his operations to Houston, Texas, over 30 years ago. “Texas is our home now,” Russo says. “And being close to Mexico made it a natural next step.”

Though the brand has already built a strong international presence—operating in markets such as the UAE, Saudi Arabia, and Qatar—the company’s move into Mexico City represents more than just geographical proximity. For Russo, it’s about recognizing untapped demand. “There’s no real New York-style pizza in Mexico City,” he explains. “Sbarro might be in some malls, but the authentic, hand-tossed, family-style experience? It’s not there yet. That’s a huge opportunity.”

The new expansion comes through a partnership with Houston-based entrepreneur Javier, who frequently travels between Texas and Mexico. “He’s tasted our food, he understands the brand, and he’s committed to opening multiple stores,” Russo says. “He’s not just investing in a business—he’s investing in a shared vision.”

Local Flavor, Global Consistency

Scaling an artisanal food brand globally comes with operational hurdles, particularly when the core value proposition lies in freshness and quality. Russo is candid about the challenges. “We make everything fresh in-house. Flour, sauce, cheese—those are critical ingredients we bring from the U.S. because you just can’t get the same quality locally.”

That insistence on consistency is a non-negotiable part of the Russo model. To maintain standards, the company deploys a highly structured training program. Franchise partners and their teams undergo six weeks of intensive, hands-on training at a Houston-based company store, learning everything from how to prepare seafood scampi to managing front-of-house operations.

“We’re not just teaching them to make pizza—we’re teaching them our culture,” Russo says. “Hospitality, warmth, community. If someone can’t adapt to that, then they’re not the right fit for us.”

When the time comes to launch, Russo and his corporate team don’t simply cut the ribbon and leave. They stay on-site for 30 to 35 days, supporting hiring, setup, and the grand opening itself. “We’re a family-style concept, and that commitment carries through to how we launch every store,” he adds.

On the Menu: Growth, with a Side of Innovation

Russo’s menu is already surprisingly well-suited to the Mexican market. “We have seafood pastas, appetizers, pizzas—we might add a few localized items like steaks or additional seafood, but 90% of the menu is already there,” he says.

The emphasis on flexibility extends to beverage offerings, too. “In Mexico, we’ll likely add more mixed drinks and fresh juices. But we won’t dilute the brand. We’re enhancing it for the local palate, not compromising.”

It’s a balancing act Russo has pulled off successfully in Dubai, Riyadh, and elsewhere. And it’s this careful threading of brand integrity and cultural sensitivity that gives the Russo concept legs—not just in North America, but across continents.

“We just got back from Egypt,” Russo shares. “We’re exhibiting in Istanbul. Next month, we’re heading to Saudi Arabia for a major food show. There's a real niche for high-quality pizza and Italian food in a lot of these markets. We’re filling a gap.”

The Path to 100 Stores—and Beyond

With 57 stores and counting, Russo has every intention of hitting triple digits. “Within five years, I think we’ll be at 130, maybe 140 stores,” he says with quiet confidence. “The interest is there. The demand is there.”

Despite inflationary pressures and a more cautious investment climate, Russo believes the pizza category offers an ideal entry point for franchisees. “It’s family-friendly, it’s scalable, and if you pick the right location, you can be very successful,” he says. “Investors see that, especially when compared to higher-risk, higher-cost restaurant formats.”

The upcoming Arizona opening—one of two new stores in the state—is another testament to the brand’s domestic momentum. Russo plans to attend the grand opening personally, as he has for nearly every store in the network. “At some point I may not be able to make every single one,” he laughs, “but for now, I’m there. It’s important.”

Built for Franchising, Rooted in Family

Part of Russo’s success lies in the clarity of his franchise model. It’s designed for efficiency, but not at the expense of soul. Each restaurant is typically around 2,500 square feet—small enough to be manageable, but large enough to deliver the full dine-in experience. Wine bars, craft beers, and open kitchens contribute to a casual yet elevated atmosphere.

At the heart of it all is a brand ethos that hasn’t changed since Russo started making pizza in his family’s kitchen. “I still use my family’s recipes,” he says. “What worked 30 years ago still works today—because it’s real. And people everywhere, whether they’re in Houston or Mexico City, respond to that.”

Eyes on the World

For Russo, the future is borderless. From Cairo to Cancún, the playbook remains the same: identify the right partner, find the right location, deliver great food, and build community.

“We’re not slowing down,” he says. “Everywhere we go, people want quality. They want something that feels real. That’s what we bring.”

And with every store he opens, Anthony Russo brings a little more of New York to the world—one slice at a time.