Apple, Nike, Coca-Cola. You know the names instinctively, without even thinking, connecting automatically with excellence in tech, athletics, and refreshment. The names, and brands, are monuments to ingenuity and marketing. The stories behind these brands could fill Ken Burns documentaries, but now they’ve arrived at a place where background simply falls away next to the power of a name.
Google, Disney, Roma®.
In the world of America’s favorite food – pizza – Roma rules. Nearly a quarter of Americans rank pizza at the very top of their dining list. Rarified air indeed.
Consider that there are almost 76,000 pizza restaurants throughout the U.S., from major cities to small towns in every nook of the country. Roma is well-known to just about all of them.
The modern pizza industry would look very different without the impact of Roma – a culinary lightning bolt that first struck more than 70 years ago in the town of Corato, Bari, near Italy’s southeastern coast.
Since that time, Roma has become an internationally recognized phenomenon, setting Guinness World Records and serving as the pivotal engine to Performance Foodservice’s rise into the Fortune top 80.
America’s Favorite Food Starts with a P
Louis M. Piancone, son of Roma founder Louis G. Piancone, recalls a party in New Jersey that was held just a few years prior to his father’s passing.
“It was for people that came from this city in Sicily – Carini, near Palermo,” he said. “Many of them had pizzerias in the Northeast. And they were coming up to me saying, ‘If it wasn’t for your father, I wouldn’t have been able to raise my family, or send my kids to school, or have the house or the business I have.’ I heard quite a few stories like that.”
Mr. P, as the elder Piancone was reverently known, was raised in Corato with a passion for old-world cuisine, and he carried that love with him when he immigrated to the U.S. and Jersey in 1951, with a dream of opening up access to authentic Italian ingredients to local restaurants – first operating a deli in Bradley Beach in 1955 and ultimately entering the foodservice distribution business in the mid-‘60s.
“It was quality, quality, quality – he wanted to have the best brand out there in the foodservice industry,” said Mr. P’s younger son, Stephen Piancone, senior director of pizza & Italian sales with Performance Foodservice, the parent company of Roma.
“He would use an analogy – like back in the day Progresso™ was the big, prominent brand in supermarkets – and he used to say ‘Look at Progresso, their brand is quality first. It means something consumers want.’”
For Giulio Binetti, working with the Roma family has been the only job he’s ever had, over the course of more than 35 years.
“It’s really been amazing,” said the former stockboy, now senior director of pizza & Italian sales, “because we went from a private company with a small footprint to this name in every U.S. city, with thousands of salespeople singing the same song. It’s incredible.”
Joe Davi, senior vice president, president of special segments at Performance Foodservice, has been part of the expansion of the Roma legacy for the last 20 years.
“First and foremost, it’s really about seeing how the [restaurant operators and chefs] react to the quality of product,” he explained. “And the brand itself, it’s recognized no matter what type of pizza shop or Italian restaurant you go to – whether it’s quick serve, a steakhouse, seafood, or fine dining.
“At [the time of its founding], there were very limited resources for product in this country,” he continued. “So, over time [Mr. P] worked with domestic and import vendors in expanding those authentic products, and he was also at the forefront, developing new products based on the customers’ needs and the menu changes that were happening over different decades.
“For 70 years, we’ve been able to evolve with the industry. I think it starts with a good name, but what makes Roma and the Roma family of brands so special is there have been multiple generations passing on those recipes – passing the Roma brand to their kids and grandkids. That’s a huge deal because the new generations ask for our product by name.”
Ingredients That Set the Table
According to Lou Piancone, who began shadowing his father at the age of 14 and now provides his expertise as a marketing and procurement product expert at the Metro New York distribution center, Roma’s key has been consistency – that faith that as a customer, you’re going to get the same caliber of quality with every purchase, every time.
Davi discussed the subtle differences between restaurants on the West Coast and the Upper Midwest, and the fact that Roma products can apply to any type of menu – with consistency. He described Roma being able to pivot and tweak where needed, as long as the quality is always the same.
“I think we do a darn good job being consistent,” Lou Piancone said. “Take olive oil, for example. The weather’s going to have an effect on the consistency and flavor, but we always select from the same region, right near my father’s birthplace, from the same producer that’s been crafting olive oil since 1935.”
Piancone noted the history of the Piancone® Prosciutto artisans out of Parma, Italy. “They’ve been in business for 106 years.” he said. “It’s still made by the same family and everything, just amazing. You taste the stuff, and it melts in your mouth – phenomenal.”
“It’s the same Roma Pizza Sauce, the same Luigi® Ground Tomatoes that we’ve had since Mr. P started the company,” Giulio Binetti said. “Single source, single quality. One of my favorite cheeses is Roma Original, with great stretch, great chew, great color. So, you build that pizza with the right crust, sauce, and cheese – and you’re going to win with it [in the marketplace].”
Leading the Way into the Future
In many ways, Roma is steeped in tradition, an excellent quality for an industry where respect goes a long way. But no name truly thrives without vision. Roma is boldly charting a course forward for the next 70 years of pizza making. And it starts with product innovation.
“The pizza industry is going to keep growing,” Stephen Piancone said. “It’s important to stay ahead of the curve.”
“We launched a domestic, frozen Piancone Pinsa product, which is Roman-style – super crispy, super light, less gluten. And it’s like a personal pizza,” said Giulio Binetti.
“We have a true DOP tomato (San Marzano-certified) under the Piancone Epicureo brand that’s unique and really, really special. We’re ahead of the game with sourcing, so you’re seeing a lot of new items come out of that. Chefs are putting some cool things on pizza now, and we’re at the forefront.”
Stephen Piancone mentioned being inspired by centuries-old techniques that are just now making their way across the Atlantic and having a big impact on newer menus. “We’re keeping our ear to the ground in Italy and paying attention to what pizzaiolos are passionate about, like the science of dough-making,” he said.
“Technology is obviously driving a lot,” Giulio Binetti offered. “The delivery service, packaging, frozen items. Everything’s faster, faster, faster. But no matter what it is, Roma’s going to be there, playing a major role.”
And Roma’s impact is not limited to back-of-house operations. Roma fans, restaurants, and chefs are now able to engage directly with the legendary brand in the digital space – Roma is now live on Instagram (@roma.pfs), kicking off a new era of dynamic Italian inspiration.
“I think that no matter what, if it’s 2026 or 2050, the Roma philosophy of quality & service will stand the test of time,” Lou Piancone said.
“My dad always told us, ‘Don’t be like everybody else. We are Roma – we have our own distinct style and way of doing things.’ If you’re providing good quality and good, timely service with courtesy, how are you going to go wrong?”
