Jia Lissa
Raul Delapena Setiawan
Asro
Layla Zulfa
Sagoh
Asep Darmawan
TORONTO, ON – The landscape of Midtown Toronto’s dining scene is set for a high-profile transformation. Prince St. Pizza, the New York City-born institution celebrated globally for its signature Sicilian-style square pies, has officially announced that it will open its second Toronto location at 2472 Yonge Street in the spring of 2027. This move represents more than a simple expansion; it is a homecoming for CEO Lawrence Longo and a major infusion of Manhattan’s culinary culture into one of Canada’s most densely populated and bustling transit hubs.
The Main Facts: A New Chapter at Yonge & Eglinton
The new Prince St. Pizza outpost will occupy a spacious 2,500-square-foot footprint at 2472 Yonge Street, a location that has long served as a prestigious anchor in the Midtown corridor. Known to local food enthusiasts as the former home of the legendary fine-dining establishment Centro, the site has a rich, storied history. Since the closure of the 25-year-old Centro institution, the space has transitioned through several identities, including Vita Sociale and, most recently, Cibo Wine Bar.
Prince St. Pizza’s arrival marks a pivot from high-concept table service to a fast-casual, high-energy model that emphasizes accessibility without sacrificing the premium quality that has made the brand a "cult-favorite." The restaurant will feature the brand’s hallmark aesthetic—an intersection of New York grit and modern culinary flair—designed to cater to the diverse mix of families, office workers, and young professionals who define the Yonge and Eglinton demographic.
The Chronology of a Culinary Evolution
To understand the weight of this expansion, one must look at the trajectory of Prince St. Pizza over the last decade.
- 2012: The brand is founded in the Nolita neighborhood of New York City, built upon generations-old recipes passed down by the Morano family. The philosophy is simple yet revolutionary: "If you can put it on pasta, you can put it on pizza."
- 2023: Following massive success in the U.S. market, particularly in Los Angeles, Prince St. Pizza makes its Canadian debut at The Well, a sprawling, multi-use development in downtown Toronto. The launch is met with significant consumer interest, cementing the brand’s status as a must-visit destination.
- 2026 (October): The company announces its intent to move into Midtown Toronto, selecting the Yonge & Eglinton intersection to anchor its second major Canadian market.
- Spring 2027: The anticipated opening of the Yonge & Eglinton location, which will serve as the flagship for the brand’s northern expansion.
This timeline reflects a deliberate strategy of calculated growth. By establishing a foothold in the downtown core first, Prince St. Pizza was able to test the Canadian market’s appetite for their specific style of pizza—characterized by a unique water-filtration process that mimics the NYC dough profile—before committing to the high-traffic, high-visibility real estate in Midtown.
Supporting Data: Why Midtown?
The selection of Yonge and Eglinton is not arbitrary. Market analysis of the area shows that it is one of the fastest-growing residential and commercial nodes in the Greater Toronto Area (GTA). With a surge in high-rise residential density and a transit-oriented population, the location aligns perfectly with the Prince St. Pizza business model: high foot traffic, a high demand for premium quick-service dining, and a community that prides itself on "foodie" culture.
The 2,500-square-foot space allows for a kitchen configuration capable of supporting the high-volume production required for the brand’s signature "SoHo" squares. The operational efficiency of the brand is bolstered by its standardized supply chain and a commitment to daily-made handcrafted sauces, which ensures that a slice served in Midtown Toronto is indistinguishable from one served at the original Prince Street storefront in Manhattan.
Official Responses and the CEO’s Homecoming
For Lawrence Longo, the CEO leading this expansion, the project is intensely personal. A Toronto native who carved out a successful career in the competitive Los Angeles restaurant industry, Longo’s return to his roots is a narrative-driven business strategy that resonates deeply with the local community.
"I may have built my career in the United States, but Toronto will always be home," Longo stated during the announcement. "I grew up here, and there’s something really special about bringing a brand I’ve helped build back to the city that raised me. The response to our first Toronto location at The Well has been incredible, and Yonge & Eglinton feels like the perfect next step. My vision is to make Prince St. Pizza a household name across Canada, but it all starts right here in my hometown."
Longo’s leadership has been characterized by an ability to blend traditional pizza-making with modern pop-culture marketing. By leveraging collaborations that touch on music, sports, and fashion, he has transformed Prince St. Pizza from a local New York shop into a global lifestyle brand. His presence in the Toronto market signals that the city is being prioritized as a primary hub for the brand’s international growth.
Implications: A Shift in Toronto’s Pizza Landscape
The entry of a major international player like Prince St. Pizza into the Midtown corridor carries several implications for the local restaurant industry:
1. The "Prestige" Factor of Fast-Casual
The shift from white-tablecloth fine dining (as seen in the history of the 2472 Yonge Street address) to high-end fast-casual pizza indicates a broader trend in Toronto’s culinary scene. Consumers are increasingly valuing high-quality, artisanal food that fits into a mobile, fast-paced lifestyle. The success of this transition will likely influence other landlords and developers to seek out premium quick-service brands to fill large, formerly full-service restaurant spaces.
2. Market Saturation and Competition
Toronto has a long-standing and fiercely proud tradition of local pizzerias. By bringing the New York "SoHo" square to the city, Prince St. Pizza is not just competing with other chains; it is challenging the local perception of what a "proper" slice should be. This will likely trigger a competitive response, potentially pushing local establishments to innovate their own recipes and marketing strategies to maintain market share.
3. Economic Revitalization
The Yonge and Eglinton intersection has faced periods of disruption due to large-scale transit construction in recent years. The arrival of a major brand with the marketing reach of Prince St. Pizza serves as a vote of confidence for the area, likely driving increased evening and weekend foot traffic that will benefit surrounding businesses.
4. A Template for National Growth
If the Midtown expansion proves as successful as the downtown launch at The Well, it provides a replicable template for expansion into other major Canadian cities, such as Vancouver, Montreal, and Calgary. The brand has already proven it can scale; the current phase is about proving it can sustain a multi-location presence within a single metropolitan area.
Looking Ahead: Spring 2027 and Beyond
As the Spring 2027 opening approaches, the anticipation among local residents is palpable. While the specific menu nuances and grand opening festivities remain under wraps, the brand has confirmed that it will continue to lean into its core pillars: the "Spicy Spring" slice, premium, crispy-cupped pepperoni, and a commitment to a "New York attitude" that has proven remarkably portable.
For Prince St. Pizza, the Yonge and Eglinton location is a critical link in their strategic map. It bridges the gap between the downtown core and the growing northern suburbs, positioning the brand as a ubiquitous presence in the Canadian pizza landscape. As Longo and his team prepare to move into the space, they aren’t just renovating a building; they are continuing a legacy that stretches from the historic streets of Nolita to the vibrant avenues of Toronto.
For the people of Midtown, the promise is simple: a taste of New York, delivered with the warmth of a homecoming.
About Prince St. Pizza:
Founded in 2012 in New York City’s Nolita neighbourhood, Prince St. Pizza is a premier pizza concept specializing in authentic Sicilian-style squares and Neapolitan-style pies. With a philosophy rooted in the Morano family’s generational recipes, the brand utilizes high-quality, fresh ingredients and a unique water-filtration process to deliver an unparalleled pizza experience. Today, the brand operates 20 locations across North America, continuing its mission to bring the soul of New York City pizza to the world. For more information, visit PrinceStreetPizza.com.
Nana Muazin
Laily UPN
