Coal, Craft, and Doing It Right! A Conversation with Rob Brooklyn of Zoni’s Coal Fired Pizza!

January 29, 2026

Some restaurant expansions are built on business plans and spreadsheets. Others start with a coffee machine. “I didn’t go there to buy a second location. I went to look at a coffee machine… and they sold me the place.”

That is how Rob Brooklyn ended up with two locations of Zoni’s Coal Fired Pizza in New Jersey.

📍 Middletown, the original

📍 Sea Girt, the newer shop

Sea Girt is still climbing, but the foundation at both locations is the same. Real ovens. Real heat. Real pizza.

Real Coal Brick Ovens, Not “Metal Box” Units

Rob is passionate about the difference between traditional coal brick ovens and modern gas assisted units. “These are real coal brick ovens. Not the metal boxes with gas flames. These are the old style bakers’ ovens. The kind used by legends like Frank Pepe, Sally’s, Lombardi’s, Patsy’s.”

The fuel matters just as much as the oven itself. “We use anthracite coal from the Poconos. It burns cleaner than wood and hotter than wood. One load lasts about six hours before you have to stoke it.”

While wood fired operators constantly feed logs, coal gives Rob steady, intense heat and consistency. That heat defines the bake, the texture, and the character of every pizza.

“It’s Not Burnt. It’s Char.”

Coal ovens cook with live flame, not just ambient heat. “You’re cooking with fire. You’ve got to be turning and moving those pies. If it comes out black all over, yeah, that’s burnt. But that char, that’s flavor.”

Those dark spots are not mistakes. They are part of the identity of coal fired pizza. It is a different product than what many guests are used to, and Rob takes the time to help them understand what makes it special.

Standing Out in a State Full of Pizza

New Jersey is packed with pizzerias, so standing out takes intention. “We stand out like a sore thumb. I’m not your typical slice joint.”

Instead of reheating slices, Rob focuses on fresh personal pies. “By the time a slice shop heats up two slices, I can have a fresh personal pie coming out for you.”

He also uses education as a differentiator. “I give people tours of the ovens. I show them. Coal fired and coal brick oven are two different things.”

For Rob, the story and the experience are just as important as the product.

Grimaldi’s Roots, Rob’s Own Spin

Rob spent years with Grimaldi’s, where he learned the business from the inside out. “I learned everything about this business there.” But when he took over his own location, he made it his.

“I think I made my pizza better. I changed things. They use Italian tomatoes. I use Stanislaus tomatoes from California. Different fresh mozzarella. Same concept, my spin.”

Respect the foundation. Improve the details.

Packaging Is Part of the Product

For Rob, the job is not done when the pizza leaves the oven. It is done when it reaches the customer the way it was meant to be eaten. “Takeouts and deliveries are through the roof. We try to get it out quick and neat.”

He is intentional about what carries his food out the door.

He uses:

Perfect Crust Pizza Liners inside the box to protect quality and keep the crust performing the way it should

IncredibleBags.com insulated pizza bags for delivery to hold heat and maintain integrity in transit

Proper black containers for hot foods Tins for salads.

“Do it right.” His reputation rides in that box and bag every single time. Heat retention, presentation, and product integrity all matter, especially with coal fired pizza where texture is everything.

A Few Fun Questions with Rob Brooklyn

Even with all the talk about ovens and operations, Rob is still a food guy at heart.

Favorite Ice Cream

“If I can get black raspberry gelato, that’s it. If not, chocolate.” There is a memory tied to it too. “I had black raspberry gelato at Rao’s in New York City, and ever since then, it’s been my favorite.”

Great food experiences stick with you. Just like great pizza.

Rob’s Dream Pizza Table

Ask Rob who he would want to share a pizza with in the industry, and he goes straight to the greats.

His lineup:

Tony Gemignani

Chris Bianco

And he made sure his wife made the list also!

That answer says a lot. Deep respect for the craft, and at the end of the day, it is still about the people you share the table with.

The Zoni’s Mindset

Rob’s story is not about chasing trends. It is about:

Real ovens

Real heat

Real ingredients

Real pride

From walking in to buy a coffee machine to running two coal fired institutions, his journey proves that sometimes the best opportunities are the ones you did not plan. You recognize them, you commit, and then you make sure every pizza that leaves your shop arrives hot, right, and ready to impress.

And with the right tools behind the scenes, that experience does not stop at the oven. It continues all the way to the customer’s door.