In July 2019, Lay’s approached Grimaldi’s with the idea of creating potato chips that replicate the flavors of iconic dishes by beloved American restaurants for fans across the nation to enjoy.
It would be a match made in taste bud heaven.
“We were thrilled to work with such an iconic brand,” says Joseph Ciolli, CEO of Grimaldi’s Pizzeria. “Our executive chef and marketing team worked with the team at Lay’s to make sure the chips tasted as close to a Grimaldi’s pizza as possible. We shared our recipes, flavor profile, and brand assets to make sure both the product and the packaging were true to Grimaldi’s. For example, they decided to make our chip a kettle cooked chip to better replicate the crust of our New York-style coal brick oven pizza. The best part was getting to try the samples. It was so much fun getting to try them and give feedback. The Lay’s team was pretty close on the first try!”
Grimaldi’s Pizzeria’s (GrimaldisPizzeria.com) has always been inspired by the traditional coal fired, brick-oven pizza-making traditions date back to the way pizza began in Brooklyn, New York more than 100 years ago.
“I've always been drawn to the family-oriented, casual yet upscale atmosphere of New York-themed pizzerias, which is how ours have become a favorite destination in every community we're in,” Ciolli says.
The award-winning Grimaldi’s Pizzeria, which Ciolli says is known for making the best traditional coal brick oven pizzas in the United States, first opened its doors in Old Town Scottsdale in 2003, and 17 years later, still resides at the same location—though the company has also since expanded to include seven Arizona Grimaldi’s locations, and restaurants in a total of 11 states.
The chips were available via national retailers through Sept. 10, and Grimaldi’s fans were quick to give positive feedback.
“It was great having our Grimaldi’s New York Style Pizza flavor available as a Lay’s chip. I think launching an innovative new product is the type of positive news we need at this time,” Ciolli says.