Pizzeria Don Luca Slings Delicious Pies While Pushing for Positive Change in the Brooklyn Arts District
Pizzeria Don Luca
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Pizzeria Don Luca 〰️
The world of pizza is polarizing. Passion runs deep, and the topics of styles, toppings, and crusts are hotly contested. Relationships have been ruined, friendships severed, cities pitted against one another, and houses divided - over some sauce, dough, and cheese, cooked and served in a circular shape.
However, few would argue that some of the best pizza in Wilmington comes from Pizzeria Don Luca in the Brooklyn Arts District.
Pizzeria Don Luca, located in the Brooklyn Arts District.
Alex White, the owner and operator of Pizzeria Don Luca, had quite the journey to arrive where he is today. Originally from Greenville, North Carolina, he attended NC State and studied finance. Following graduation, he made the bold decision to move to the Virgin Islands.
There he worked a few jobs: as a bartender, working on boats, and even running a demolition company following Hurricane Irma in 2017. He found himself engrained in the local community, eventually meeting his wife there as well.
Alex White, owner of Pizzeria Don Luca.
In 2019 Alex moved to Wilmington, and began a stint selling real estate. Once the pandemic hit, social opportunities became very limited in a place where he did not know anyone prior to arrival - a far cry from the tight knit bonds he had built in the small community of the Virgin Islands.
Because of this experience, he made the decision to work for himself. Drawn to the community feel of the Brooklyn Arts District, he discovered the opportunity to acquire Pizzeria Don Luca, located at the norther tip of the area. The shop had fallen on grim times, only selling a handful of pizzas each day. Alex took over the shop in 2021 under the same name.
Cherry tomato garden on the patio.
Alex had never made a pizza in his life prior to acquiring the business. But he was determined to learn the process, with the goal of creating the best pizza in Wilmington.
The early difficulties were centered mostly around the dough, of which Alex says was the most challenging part of learning pizza making. It took nearly a year and a half of trial and error to find the correct recipe.
“The dough was no question the toughest part to figure out. For example, if it rains, the dough recipe is different because we need to add less water due to the humidity. It is a finicky science. ”
Despite early challenges, Alex notes the overall experience of opening and running the shop overwhelmingly positive. Pizzeria Don Luca has quickly gained momentum as a well known spot in Wilmington.
The crowd favorite “Hot Honey Pepperoni” takes a slight twist on a classic, and sits as their top seller. But their outside the box “PBR” (pickle, bacon, ranch) pizza has also gained some traction, and typically garners a response when people see it on the menu regardless if they purchase it or not. “People like to fight about whether pineapple should be on pizza, I have customers in shock all the time seeing pickles on pizza,” says Alex.
The top selling Hot Honey Pepperoni.
However, Pizzeria Don Luca’s true differentiator can’t be found on their menu.
“Our motto is: world class customer service first, with the best pizza and wings in Wilmington. ”
In a world where customer service tends to take a back seat to speed and efficiency, Pizzeria Don Luca stands out for the superb care they give to every person that walks up to their window. Whether you are on a date on their patio, or receiving a delivery via one of their e-bikes, the transaction goes beyond just “getting a pizza”. You are left with an appreciation for the immense care the staff puts into every pie that leaves the oven.
This philosophy has transformed their location at the end of N 4th Street from an over overlooked restaurant that most residents couldn’t pinpoint on a map, into a destination.
The location at the end of N 4th Street, on the corner of Front Street.
And it isn’t just Alex doing this, his entire team lives by the same mantra of providing pizza with unmatched customer service. Alex is effusive in his praise of his staff, who he claims are essential to the success of the business.
“I have the best staff east of the Mississippi. Nothing would be possible without these guys. ”
Looking forward, Pizzeria Don Luca and other small businesses in the Brooklyn Arts District are pushing for a change they believe will continue to bring customers to the blossoming neighborhood, and Wilmington as a whole.
The establishment of a “Social District” (held for set time periods on Saturdays in the Brooklyn Arts District), is currently a concept being advocated for by many small business owners in the area. So what would this mean?
The Social District would aim to meet the need of a designated social space that encourages community gathering. This initiative would provide an opportunity for local artists, musicians, and small businesses to showcase their work. It would be a welcoming environment where community members and visitors alike can enjoy street performances, art exhibits, and food from local vendors.
And while open container consumption of alcohol would be permitted in the established area during these designated times, Alex clarifies this is about much more than just drinking.
“It encourages you to stroll around and see what else there is in the district. Previously, people have been swinging by just one place and leaving, but this allows you to explore more. ”
The program was piloted back in February and was hailed as a resounding success by many business owners in the area. Both Boombalattis and Pizzeria Don Luca both reported record high sales, even during a month well outside of summer tourist season.
Given the small business owners in the Brooklyn Arts District livelihoods are dependent on the area’s success, the group has noted they will be continue to be stewards of the program and the neighborhood, directly monitoring the Social District to ensure it only provides positive impact.
"The business owners of this neighborhood are truly a part of this neighborhood. We live, work, eat here and we don’t want to make a mess. If you rode through the district after those Saturdays during the pilot, there was no trash, no police calls, no fire calls, and no fights. Simply no drama,” says Alex.
With 60 similar successful social districts established throughout North Carolina, the ownership within the Brooklyn Arts District want to see the same done in Wilmington.
“Mom and Pop shops already operate on such thin margins. If you can bolster that with an additional boost outside of our standard busy hours, it’ll make a huge difference. ”
Alex will speak at the Wilmington City Council meeting on September 23rd about the Social District and will continue to push for positive change in the Brooklyn Arts District.
If you want to support the cause, sign the petition that already has over 500 signatures to show support for small business in Wilmington.
