“It all started with one poorly-made pizza”: Third Coast Pizza, Prague

What happens when three Americans in Prague decide the pizza game is lacking? They create Third Coast Pizza, a Detroit-style pizzeria that's carving out a niche in a city dominated by European-style pies.

From pop-up to pizza palace

Cameron, Mike, and Ross launched Third Coast Pizza from Cameron's apartment during the pandemic. It all began with one “poorly-made pizza” that they kept improving until it hit the mark. "Ross and I noticed there weren’t many diverse pizza options here," Cameron says. "So we thought, why not Detroit-style?"

The name, Third Coast Pizza, is a nod to Michigan's reputation as the ‘third coast’ of the United States. What started with friends experimenting with pizza recipes while watching football quickly grew into a pop-up business. "We were literally handing out preordered pizzas through our apartment window," Cameron laughs.

Their big break came when they secured a physical space. "We really focused on organic growth," Mike adds. "We started small, tested recipes while watching football, and kept refining until we had something unique." Their menu is a mix of creative, tastebud-popping toppings and comforting American classics

Visibility is key in a competitive market 

Running a restaurant in a foreign country has its challenges. "Navigating a different business landscape, especially with language barriers, has been tough," Cameron says. Labor shortages post-COVID have added another layer of difficulty. "Staying relevant in a competitive market is a constant battle," Mike notes. Social media and influencer marketing have been crucial, but getting the word out is still a challenge.

One key to their success has been partnering with Wolt. Initially skeptical about the fees, Cameron now sees the value.

"Anything we sell on Wolt is something we wouldn't get a chance to sell in the restaurant." 

"Wolt made us visible across the city, which also drives more foot traffic to our restaurant," explains Ross. Their exclusive partnership with Wolt during the first year helped build a solid delivery presence, cutting down on food waste and improving inventory rotation.

Prague’s pizza scene is evolving, but Third Coast Pizza offers a distinctly American experience. "The quality of certain types of pizza here is high, but consumer choice is still lacking," Cameron explains. "Prague currently has some great American concepts popping up, like BBQ and sandwiches, and we’re making our own unique contribution to this wave." Their best-seller, the Blood-Starved Beast, features habanero-infused honey and showcases their creative, comforting style.

Located between the somewhat gritty Žižkov and the more upscale Vinohrady neighborhood, the restaurant reflects the dual nature of the surrounding area. "Our establishment is very casual, perfect for a beer, but we also have a 100-hour fermentation approach and very artisanal food,” observes Ross.

This mix draws a diverse crowd, from expats craving a taste of home to locals looking for something different.

Balancing pies and personal lives

Running a pizzeria while holding down full-time jobs is a balancing act. "It’s incredibly time-consuming," Mike admits. "We work 40-hour weeks on top of this. But doing it with our best friends makes it easier." 

The creative side is rewarding, though it comes at a cost, like less travel and leisure time. "You always underestimate the time and energy required," Cameron says. "But serving people with care, quality, and love is its own reward, even though it drains a lot of our creativity and capacity for other pursuits."

Looking ahead, Third Coast Pizza wants to deepen its roots in the community and possibly expand. "We want to solidify ourselves as a local institution," Cameron says. "We’re eyeing cultural festivals and maybe a kiosk in the city center." They’re committed to sourcing high-quality local ingredients. "Our flour comes from a 250-year-old mill, and we work with local butchers and small breweries," Ross adds. 

Partnering with Wolt has been a boon for Third Coast Pizza, providing visibility and accessibility across Prague. 

"At first, I was hesitant about the commission, but Wolt has proven invaluable.”

Delivery has expanded its reach and reduced food waste, especially with perishable items like bread and vegetables. "Wolt's support has been fantastic," Mike adds. "Their team is always ready to help."

In a city where pizza options are plentiful but often uninspired, Third Coast Pizza is going against the grain. "We’re not just making pizza; we’re crafting an experience," Cameron says. And with a hot slice of Detroit-style pizza paired with a cold Czech beer, it’s an experience that’s hard to beat.