Plano has so far been left out of the Neapolitan-style pizza trend that has hit nearly every other neighborhood. What'sa matter, Plano, you don't like pizza? But that's about to change when Dough Pizzeria opens a branch on Parker Road near the Dallas North Tollway.
Dough is the pizza restaurant that was founded in San Antonio, and an outlet at Preston Forest in Dallas opened in 2011. That was far ahead of what has been an onslaught of Neapolitan-style pizzerias opening around Dallas, beginning with the pace-setting Cane Rosso, and followed by concepts such as Pizza Snob, Spin, Blaze, and Project Pie.
In fact, so much has occurred in the world of pizza that one player, Project Pie, has already opened and closed its Dallas branches during that time (though that was due to management issues and not the everlasting appeal of pizza).
"People love pizza," says Dough co-owner Brad Liles. "The only reason we haven't expanded in the last few years was that our family was dealing with an overwhelming health issue, but that has thankfully improved. So we can give future locations the focus our guests deserve."
Plano made sense for a few reasons. "We focused on Plano because of the growth there, with Toyota opening its new headquarters, etcetera," he says. "And co-owner Keith Hall and I both live in the area. Our Dallas branch has done well and has grown every year. We just need to keep focusing on quality and freshness. We make our own cheese, sauce, dough, and sausage, all from scratch. When we don't make it from scratch, we bring in high-quality ingredients."
The Plano location will take over a space with a history of pizza: It's a former Pizza By Marco, the local chain forced to change its name to My Family's Pizza in 2014, and which also has another branch in the neighborhood. Liles says that this Dough will be a different, smaller "neighborhood" model.
"We are trying a smaller design as a potential prototype moving forward," Liles says. "But it will still have full service, the same menu, and a full bar. We're working with Austin designer Joel Mozersky to sexy it up."
The new location is projected to open at the end of the year.