Devout fans of the classic sitcom Seinfeld undoubtedly remember the time when eccentric neighbour Kramer tried to establish a joint where customers could make their own pizza, with hilariously devastating results. That exact concept wasn't part of the plan when Gavin Fedorak and Braede Harris opened up Lovepizza early in 2016.
“I had never heard of that Seinfeld pizza episode,” says Gavin. “We actually had people mention that to us when we were opening. They’d ask, ‘Do we get to make it?’ We’d say, ‘No, you get to tell us what goes on it.’ They were probably referring to the show, but that wouldn’t be a very good idea.”
Lovepizza's origins, however, have far more romantic roots. The establishment, especially its moniker, is a reminder of Gavin and Braede's first date together, when they went out for pizza. But the idea of creating an eatery where customers could build their own pies turned out to be a savvy business decision, after the two noticed that the trend was catching fire south of the 49th parallel. According to Forbes, three build-your-own-pizza chains (Blaze Pizza, MOD Pizza and Pieology Pizzeria) were among the fastest-growing operations in the restaurant industry in 2015.
“It’s really new to Edmonton, but it’s actually been around in the U.S. for a number of years,” says Gavin. “It’s a really strong and growing trend south of the border.”
