Brooklyn’s Hottest Pizzeria is Reinventing The New York Slice | On The Line | Bon Appétit

“When I first got the pizzeria in 2017, I’d never made pizza before in my life-it was a learning process.” Today Bon Appétit spends a day on the line with Massimo Laveglia, chef and co-owner of L’Industrie Pizzeria in Brooklyn. Blending Italian craftsmanship with the tastes of NYC, L’Industrie is reinventing the classic New York slice.
00:00 Intro
01:04 Making Dough
05:45 Making Mille-Feuille
07:07 Baking Bread
09:42 Dividing Focaccia Dough
10:44 Finishing Pizza Dough
12:44 Making Gelato
14:21 Baking Focaccia
16:48 Building Pizza
Director: Gunsel Pehlivan
Director of Photography: Luke Riffle
Editor: Kris Knight
Featuring: Massimo Laveglia
Director of Culinary Production: Kelly Janke
Creative Producer: Parisa Kosari
Line Producer: Jen McGinity
Associate Producer: Oadhan Lynch
Production Manager: Janine Dispensa
Production Coordinator: Elizabeth Hymes
Casting Producer: Vanessa Brown
Camera Operator: Aaron Snell
Assistant Camera: Tony Aviles
Sound Recordist: Mike Guggino
Production Assistant: Albie Smith
Researcher: Vivian Jao
Post Production Supervisor: Andrea Farr
Post Production Coordinator: Scout Alter
Supervising Editor: Eduardo Araujo
Additional Editor: Paul Tael
Assistant Editor: Andy Morell
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ABOUT BON APPÉTIT
Bon Appétit is a highly opinionated food brand that wants everyone to love cooking and eating as much as we do. We believe in seasonal produce, properly salted pasta water, and developing recipes that anyone can make at home.

[@JerseyArkansas]

We bought a book, and we learned how to do it. -love this guy

[@UuU1001.]

These look better than many traditional nyc pizzerias. Hope these new and passionate pizzerias can jolt the older ones to step up their game.

[@cjaquilino]

Pretty sure the book he's talking about "Modernist Pizza". They have a copy of on display at L'Industrie.

[@looncan3743]

“Idk why in America you want to complicate your life” … I ask myself the same thing😂😂

[@AdornationMusic]

and yet they all come to USA

[@hevnervals]

@@AdornationMusic I think more Americans move to Italy nowadays

[@adrianojose7172]

Fun fact the American standards use KG, meters and all thw SI units for standardization and then convert it to their pounds and all that haha, I remember watching a video of Vertasium explaining this.

[@kenS87]

American Revolution decided we didn't want to follow England lol.

[@Akshayysk]

@@kenS87 You mean American Revolution decided you didn't want to follow French.

[@Orr_s]

Great to see someone who learned so much in such short time without any background in culinary. All because they are truly passionate about what they are creating and serving up to people with integrity. This guy gets it…need more people like this around nowadays. No cutting corners or trying to stretch things out to make more of a profit, and the product suffers. Just doing it how it should be done like a true artisan, letting the food speak for itself

[@cwg73160]

Everyone: We need more people like that…that are there, but we don’t care or pay enough attention to realize it, so I’ll leave the comment of the ignorant.

[@nihlify]

You say that until you have to pay for it... 🙄

[@andrewt013]

welp you cant have that and capitalism thriving in the same place

[@jimmnasium]

@@nihlifyive been there; i can honestly tell you it was worth it 🤣

[@yevhensmith6704]

WELL SAID

[@SD-oi9gr]

Dudes a natural teacher.

[@HA_Horizons]

This dude is a dough making master. He's using every technique in the book! Poolish, Autolease, Biga, what did I miss? All while making it look easy, so calm, and smooth.

[@sweetpeadoggielover8387]

This pizzeria is worth the trip, standing on line, and the workers are patient in explaining what they offer and how to purchase and making the pizza with a lot of TLC…..for sure it will be the best pizza you’ll ever eat! Hats off to the owner!

[@larryt.atcycleitalia5786]

"for sure it will be the best pizza you’ll ever eat!" Unless you go to Napoli and eat the real thing, maybe? But not everyone can do that so...buon lavoro ragazzi!

[@fallinginthed33p]

The owner/breadmaker acts like a scientist.

[@rnv2529]

He not doing Napoli style pizza so no@@larryt.atcycleitalia5786

[@ghost__chips]

@@larryt.atcycleitalia5786 are you pretending New York pizza isn't the real thing? lol

[@jordandiab1656]

“Do everything in grams…” “How many pounds did we order…?” 😂

[@kwaaaa]

Lol, that definitely made me chuckle and I went to the comments to see if anybody else caught that.

[@testing1567]

Probably because it's sold in pounds by the distributor, so it's going to be in pounds whether he likes it or not.

[@adamrosenbaum6328]

That's probably why he's asking 😅

[@hellfish2309]

We do everything in grams; the supplier does not

[@DamnZodiak]

@@hellfish2309It's also almost certainly edited for this specific comedic juxtaposition to land.

[@slalomie]

I’m a big fan of their pizza. They cook their slices really well done so the crust is super crunchy like a baguette. It’s not the usual floppy foldable NY slice. Their margherita cheese slice used to be like $3.25 but now it’s $4. I recommend it if you like your crust well done.

[@IDiggPattyMayonnaise]

Based on the video they seem like a bakery that also puts pizza toppings on their bread.

[@Aaa-dv3oi]

Wow that’s such a big increase !! 😒🫥

[@TheAmericanDeagle]

I found it funny that when he said "im big a soccer fan" they zoomed into some basketball shoes instead of the signed materazzi jersey they have on top of the counter lol

[@kaihamasaki9307]

The fault of the editor

[@United22022]

Camera person is a B ball 🏀 fan lol😅

[@TRMTE160]

@@kaihamasaki9307 its not a fault bot a joke

[@ArielK1987]

It's amazing how making a dough can be memorizing and therapeutic at the same time.

[@dereklinfitt8875]

I've got great mesmeries of making dough

[@lgdurocher]

@@dereklinfitt8875😂😂

[@TheSamuraiShowYT]

😂😂😂​@@dereklinfitt8875

[@gorillachilla]

It's not

[@Corteum]

Anythng can be, if yoi bring enough attention to it. if you can be fully present again

[@PresidentHHEA-pn1yj]

Best pizza I've ever had. And made in just a nice stainless electric oven. Unreal.

[@coreytelford3051]

finally a video without fake excitement and competition. Love it. Were going to loss the shop if we dont make 3700 pizzas by noon!

[@zibberebbiz]

isn't it nice? it feels like even the most mundane documentary puts in fake tension, but this felt like a true backstage look

[@mohamadkawtharani5280]

I am sold the moment he said Santo Andrea Pirlo 😂 This guy knows class.

[@Menismyforte]

This dude is a legend. My buddy that lives in brooklyn mails me some of his Panettone every winter it is excellent

[@alphaperez]

I am a New Yorker who taught myself to cook by watching KZbin videos and I've been astonished at the quality of food I was able to make. Everyone has to learn to cook and it's amazing to see his focus and intensity, making the best and tastiest pies!

[@Microsoft1iq]

I am a Chicago who taught myself to cook by watching KZbin videos and I've been astonished at the quality of food I was able to make. Everyone has to learn to cook and it's amazing to see his focus and intensity, making the best and tastiest pies!

[@LWarrenF]

I’m a NYer and went here last spring. It’s among the best pizza places in the city.

[@sNiPeR95PwnZ]

I watched many of this videos but just now i understood what makes this ppl so happy. All the time i looked at those food masters with an aesthetic eye but it must be so fullfilling to craft something with passion and see ppl buy and enjoy it.

[@brpk6631]

Robberto baggio holding the ice cream is crazy hahahaha nice one!

[@nickk4010]

This guy is so skillful, knowledgeable and precise, especially with less than 10 years experience. No wonder its so successful, its really a craft for him and puts tons of thought and energy into making things the best he can. Props!

[@SchlessIsMore]

❤ 🍕I love how the lack of experience in making dough, pizza and gelato but life experience in eating and growing up around those foods leaves an open mind to innovate - like pizza dough baguette and soft serve gelato. Simple yet delicious solutions without ego, but respectful towards traditions in some regard. Or using a leaf blower to clean your oven. Ha! You’re awesome, guys! Food looks all amazing. ❤

[@rprestage21]

Finally, people in the service industry that enjoy what they do, serving people! They take pride in that rather than seeming entitled and bothered by their customers….. love it and can’t wait to go back to NY and try them out!

[@Kylight]

Bro has a picture of Aunt Mey and Uncle Ben with their nephew on the wall. Bro has taste in Movies too

[@DebbaTV]

Really enjoyed watching and listening to this guy talk about the process. Impressed with how much care and detail goes into the bread stuff. I'm amazed that they produce so many things in this one shop! Pizza, sandwiches, bread loaves, pastries and gelato. Fabulous! Wish them all continued success.

[@TeamPerry5]

This dude gets more done by noon than I do in a week! Keep grinding, chef!!! Pizza looks killer!

[@landtowers96]

Have had this pizza many times, it's fantastic -- this insight makes it even better -- pure, raw drive.

[@tanyayachmen2771]

It was amazing to watch the energy this group have making pizza

[@14sasst]

His measuring chemistry is amazing!!

[@nataliemscrzysxycoolharris]

Mossimo 😍 I could listen to him all day. The food looks delicious. I wish Play•doh looked & felt like that dough looks 😁.

[@Tomas-rl5dx]

Thanks for zooming in on that dough recipe!

[@georgepagakis9854]

I love the passion with this guy. It goes to show that if you are motivated and have passion anything is possible. I would love to go and eat at this restaurant!

[@Sk8brdZepp13]

Very impressed with his process and overall approach. great guy over here, I can taste the quality through the screen :)

[@patrickbaird8962]

"I don't understand lbs, metric is better." "Hey Gabriel, how many pounds of flour do we order per week?" Lol

[@guilebarbosa]

Maybe the flour is sold in pounds but he uses grams in his recipes. 🤷🏻‍♂️

[@patrickbaird8962]

@@guilebarbosa for sure. I'm pro metric as well, it was just pretty funny timing.

[@Sam-jq3rj]

lol thought the same thing

[@tatjanaaustin9225]

Agree!!! Too complicated, stick woth grams and kg

[@kage122]

not only has everything I’ve had here been amazing but the service is always exceptional

[@robertrogers7939]

He has a passion for his craft. Much respect.

[@elluisito000]

I love this amazing country, but I agree, the metric system is superior.

[@grabble7605]

What's amazing about it that isn't present elsewhere?

[@corglass]

​@@grabble7605metric just makes more sense in day to day use

[@bucswin2]

Best pizza I’ve had across all my trips to New York. This video shows why. The passion is clear!

[@wolfreicherter748]

this was the most I learned in PRACTICAL facts about dough and I m just about halfway through the video. Respect, Massimo !!!

[@OkieTradez]

this guy just did 5 mens jobs all by himself in such a fast pace and could tell he loved every minute of it!

[@irvlo]

Massimo and Nick are the best! Best Pizza in NYC. I've been visiting the spot since day 1 and I can tell you the pizza is #1!!

[@NathanHarrison7]

Can’t wait to try it. Dude puts a lot of passion and thought into everything he does. Looks delicious.

[@coljar100]

this dude is one hard working individual.... lovin what he does.... wish I lived near by...epic

[@zibberebbiz]

I feel like he keeps saying how he didn't know anything and kind of learned as he went along, but he does everything with such ease and expertise

[@andrewespejo785]

Ive been here and it’s truly a great slice

[@reneniclasen353]

What a refreshing mindset and personality.

[@JamesG007]

Mad respect for this guy 🙌🏼

[@yianninikolaou4055]

Finally a spotlight on this gem!!

[@OllieRamone]

Massimo is a legend and he is one of the best in NYC.

[@Aw1086]

the pirlo picture had me dying! much respect to the chef

[@yabo2424]

Looks phenomenal. You are a maestro ✨️✨️

[@shaheerrahman4278]

L'industrie and Mama's Too changed the game with their new wave ny pizza style, elevated hero sandwich, and gelato combos

[@CLOPACIOUZZZ]

Dude’s demystifying pizza. “Pizza is bread, it’s the same”

[@colinmusic3878]

complete finesse and artisan excellence

[@kierenmoore3236]

Pizza ‘n’ Pistachio Gelato … Heck, yeah!! 😋

[@Bouncer112]

You can tell this guy actually works in his kitchen. Alot of ex-posse videos like this have the owner running around bumping shoulders with the day crew pretending he knows whats going on and you can almost always tell.

[@cinephile1712]

Ex-posse?

[@thebun]

​@@cinephile1712Expose' maybe?

[@ReginaldTAP3]

Not sure people are understanding the “reinventing” of getting a NY slice. It’s not just about the slice itself. It’s about everything else. Which is why the video shows us the amazing pastries they make as well. It’s about the experience of being IN NY and “getting a slice.” If you’re gonna go to NY to “see a show” you’d go to Broadway. This place is the Broadway of getting a slice.

[@grabble7605]

If it's not about the slice, then the title is just lying about what's being reinvented. Also, pastries aren't reinventing anything either. It's not even like randos coming for pizza are seeing all this.

[@ReginaldTAP3]

⁠​⁠​⁠@@grabble7605Do you feel…lied to? I’m sorry, were you expecting some sort of sci-fi invention? It’s ok if you don’t get it. Some people plan a trip to New York City. Why not make this place the place you go for your slice experience. It’s ok if you don’t get it.

[@eyespy3001]

@@ReginaldTAP3I grew up in NYC. These places are a dime a dozen. Gelato in a pizzeria?!? Wow, stop the presses. Focaccia?!? My word! None of this is new except for the price of that regular slice. What used to be $1 is now probably $8. The video should be titled “Reinventing the Price.”

[@jssdl4287]

You have absolutely no idea what you’re talking about.@@eyespy3001

[@NativeNewYorker66]

Amazing video! I'm ready for a nap after watching how much he has accomplished in one morning! What a smart and talented guy. The pizza, pastries and gelato look delicious! I need to visit there soon. Also, the production quality of this story/video is great!

[@xpim3d]

First proper one I’ve seen in the US 👌👌

[@Christopherhaden]

@15:40 two dough layers. mind blown!

[@AlexMarkTravel]

One of the best pizza videos ever, and also the kid doing pizza he really loves making pastries, incredible results in the end.

[@williamnightingale3105]

This guy emulates his football hero Pirlo; both maestro's in their field. Pleasure to watch.

[@socalledbutton]

Very much one of the city’s best. Worth the wait.

[@nathaneinschlag3948]

this guy is a beast! love it

[@Screwdriver346]

The bread looks amazing.

[@mikehooch4842]

This is art! Love this guy

[@AndrewT]

I can attest that they make some phenomenal pizza. Best I've ever had and I'm a life long NYer.

[@Mr.Burglecutt]

I lived in New York City for 66 years and I never seen you before...

[@hhh1856]

Best slices I have had ever

[@Swagg3r3d]

That team is crushing it.

[@panaceiasuberes6464]

The desserts look appetising...

[@letsgetdoing]

Respect to chef.

[@syntacticalcrab]

I love "everything is dough" guy.

[@PongGod]

Everything there looks top notch!

[@rizcayrecordings]

Looks amazing! And i love the ambition and passion.

[@sameliterally]

absolutely worth the line

[@mjalil9823]

i’ve never wanted pizza and bread more in my life than after watching this 😭

[@Lord_Cappuccino]

This guy is nothing short of amazing! Never seen a pizza shop do so many things well! 🍕

[@Microsoft1iq]

New york pizza sucks! lou malnati Chicago deep dish pizza is better

[@namiai7767]

I know everything there tastes heavenly

[@HruVision]

Who doesn’t love that sound 😌

[@_augbog]

I went here and I cannot stress enough how phenomenal the pizza here was.

[@scarlet1650]

omg that water machine is so handy i just stand at the sink with gallon sized pitchers and my thermapen trying to get the correct temp

[@arspistorica562]

Great editing, @bonappetit, matching his voiceover saying "bomboloni" to a close-up of maritozzi (when you did, in fact, get footage of bomboloni, seen later on at 07:56).

[@disispeter]

I appreciate the learning on thr fly

[@iamheretopleaseyou]

9:30 - The only use of a leafblower that ever actually made sense

[@Dannybaauw]

Passion, inspiring

[@shephusted2714]

the magic is in the dough - no question

[@naxivillage]

This guy is great!

[@tacumastevens2545]

A true entrepreneur! 🎉

[@dougwells8463]

Inspiring to see him build his American dream. Will definitely try them out my next trip to NYC.

[@NguyenSon-dl1px]

It's amazing if you're in Williamsburg definitely visit.

[@akkermanrik]

Instant liked when he showed Pirlo :)

[@johnblaise3022]

There is no better guy than Max. By far best pizza in NYC

[@TejTalks]

Love this guys passion!!

[@ezedozitt21]

He knows his business! 🍕...deserts, gelato! Focaccia. 😀💪🏼🎉

[@bnuttsgee]

Passion is key!

[@redcoffee94]

This is amazing!!! Wow

[@julirichmond3]

Docker. The spiked roller

[@dannytrafecante3724]

Fantastic, I think it’s safe to say that you were born to bake pizza and bread and not to play soccer,everything’s so precise I only wish I could go and sample everything but unfortunately not in the cards for me.

[@Schnittbaum]

love the metric system to

[@DouglasWidick]

This is art to me

[@rock_oclock]

"Do everything in centimeters. Do everything in grams. I don't know why in America you want to complicate your life." I felt that

[@berakiahboone5135]

As an American who has been living outside of America for almost 3 years now, I chuckled at you saying, "why complicate our lives, using the non-metric system?" Soooo true. Lol.