What to expect at Full Proof Pizza, Beverly Hills’ naturally fermenting New York slice spot
Lodge Bread founder Or Amsalem and Alex Phaneuf see a future in New York-style pizza, with plans announced earlier this year to open two new Full Proof Pizza locations in Beverly Hills and Brentwood, respectively. Beverly Hills is scheduled to open at 372 S. Doheny Drive and in Brentwood at 145 S. Barrington Avenue. Armed with ’80s-inspired decor and design language, Full Proof regularly draws attention at Lodge Bread in Culver City in the evenings. Eater spoke to Amsalem to get details on his and Phaneuf’s growing carb empire, and to get details on a more complete Full Proof Pizza store in Beverly Hills, which is slated to open before the end of the year, as well. only at the full-service Brentwood point of sale. .
When Lodge Bread opened in 2015, it marked a time when the Angelenos were increasingly interested in artisan sourdough bread. Since then, many bakeries like Bub and Grandma’s, Clark Street, Gjusta, Friends and Family, Gusto and Colossus have brought more naturally fermented bread to the city. Full Proof Pizza started with the idea of producing naturally fermenting New York pies.
Most of the time, New York style pizza uses fresh store-bought yeast because of its consistency and performance, but Amsalem and Phaneuf have developed a recipe for large New York pies with fully sourdough yeast. natural. Using a blend of Type 85 malt flour and lighter flours, the results are a solid, wide pie that can withstand a lot of toppings and have that typical almost crispy crust. Taking a taste of Full Proof pizza, the crust isn’t just plain white flour dough. It has the complexity of a long natural fermentation and a nutty, more delicious rind. It’s not quite a whole grain dough, but there is definitely a mixture of a few grains in the dough. There are days when they will have to throw out batches because natural fermentation just doesn’t work as smoothly as commercial yeast. But this is only the process of making pizza to the full proof.
New York-style pizza has been around a lot in Los Angeles, with Mulberry Street, Vito’s, and Joe’s baking wide, thin pies for years. However, Superfine, Prime, Little Coyote, Danny Boy’s, U Street, LBK, and Full Proof have shown that there is room in the category for serving more contemporary New York-style pizzas.
Full Proof relies heavily on childhood nostalgia to help propel its popularity. “We want customers to get the most out of their experience because it is based on nostalgia. We will do our best to accommodate everyone, ”said Amsalem, who boasts that diners can split their pizzas with two different ranges of toppings, which you would expect in a retail chain, but not in a more artisanal place. For prices often well below $ 30 for a fully loaded pizza and portions that can feed three or four with a single pie, there is certainly a value proposition to go with Full Proof’s offerings.
On the price side, Amsalem believes that with a more vegetable-focused garnish set and quality ingredients like Grande cheese, he’s doing his best to deliver value while maintaining profitability that makes sense for him. the organization. One thing that helps operations is having a full commissary in Inglewood that produces all the dough for Lodge, Full Proof Pizza and even their hummusiya Hasiba, which uses freshly made pita. Having a high-capacity commissary allows Lodge and Full Proof to potentially seek further expansion, and Amsalem says they generally like getting second-gen spaces for Full Proof (the Beverly Hills spot was once a Domino’s). Lodge Bread is already planning a full bakery in Long Beach, which is slated to open next year. Lodge also expanded to Woodland Hills in 2017.
A new feature for the upcoming Beverly Hills and Brentwood locations is pizza by the slice. The idea here was to make pizza more accessible, especially with Brentwood’s location near a school. Currently, there are only whole pies at Culver City Full Proof, which serves Wednesday through Sunday. However, Beverly Hills and Brentwood will be open for lunch and dinner, seven days a week. The Brentwood spot will offer more full service, with beer and wine, though Beverly Hills will only have limited take-out, deliveries, and indoor dining.
Finally, the vibe of the new spots will reflect a throwback to 1980s pop culture. “It’ll remind you of Stranger Things or TRON if you step inside,” says Amsalem, who says they’ll even have ball machines. like the pizzas of yesteryear. Carbohydrate-loving Angelenos can rest assured that the Full Proof Pizza and Lodge team is doing everything to promote greater consumption of delicious, quality pizzas and breads in Los Angeles.