The Brick – Fire Baked Pizza

Old Molfetta’s becomes The Brick “Fire Baked Pizza” in Hoboken

OK – let’s get the obvious out of the way. The owners of Molfetta Pizza (1122 Washington St.) have renovated the place and are re-branding it The Brick – Fire Baked Pizza.

Under normal circumstances this would be just fine. But this is Hoboken, and is TOTALLY WRONG in several ways. Read on more below…

The Brick Fire Baked Pizza Hoboken NJ former Molfetta - The Brick - Fire Baked Pizza

City of Hoboken blows it again – practically duplicate businesses

The zoning or planning departments in this town are for the birds. They’ll do ANYTHING for more permit revenue. Other cities take careful measures to ensure that business types are nice and evenly spread out in town, but not in Hoboken.

Hoboken has a bad track record of allowing very similar businesses to open WAY too close to one another. From framing shops to beauty stores to convenience stores – they just don’t seem to get it.

Sure, you can argue “it was a pizza parlor before…” but you would be wrong.

Molfetta was your typical “greasy pizza joint,” and catered a lot to the “slice” crowd – and especially the late night drunks towards the end of the week (often open till 4am). On the other hand, Napoli’s – just a few doors down is more of a BYOB restaurant – and closed no later than 11pm. They really didn’t “compete.”

How City Hall (who had to see the plans in order to approve) could allow this is either awfully embarrassing, or just plain stupid (or both).

It appears that they almost tried making a carbon copy of Napoli’s – which in some legal arenas could be bordering on trademark infringement of some kind…

The Brick pizza three doors down from Napolis in Hoboken NJ - The Brick - Fire Baked Pizza

Molfetta owners are not too classy or up front

There is an awful trend getting worse these days – lack of originality.

From lazy wet-behind-the-ears “journalists,” to small business owners – it seems like “coming up with your own ideas” is a thing of the past. People these days must think that by imitating a successful business or model will ensure the same for them. Maybe in the short-term – but no guarantee long-term. And how they sleep at night is beyond me.

It looks like almost everything about “The Brick” has been essentially copied from Napoli’s (interior / exterior colors, walls, furniture). Additionally, word on the street is that The Brick has acquired some of Napoli’s former employees – and possibly some of the “secret dough recipes” as well. Talk about a LOW-CLASS move that is, if true.

They would have been better off at least coming up with a unique idea for Hoboken (and it’s 30+ pizza places). I’m sure an “organic” or “vegan” pizza-themed restaurant would have done great without over-stepping the boundaries. But whatever, done is done. We’ll see how the market reacts.

Description: Brick oven pizza copy-cat of Napoli’s just a few doors down.
Address: 1122 Washington St, Hoboken, NJ 07030-5387
Telephone: (201) 963-3236

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Monday, January 13, 2014 9:37 pm

The purpose of zoning is NOT to have the City decide that similar businesses should be properly spaced; it is to make sure that businesses are in areas zoned business and residences are in areas zoned residential. I’d rather have the government out of the “business picking” business, if you know what I mean. Live free or die, and let people open businesses wherever they can put them. Markets will speak in dollars. Man, between this and the chain versus local thing, I’m getting a pretty progressive vibe here.
And why cant someone open a good restaurant where Lua used to be? What a view!

Friday, January 10, 2014 3:33 pm

I like Napolis, but I wish they could figure out how to deliver. Their pizza is always a disaster when delivered. San Guisepe has somehow mastered the art of delivery as my pizza always shows up absolutely perfect. I still enjoy Napoli’s for a sit down meal, but they have been retired from my delivery roster.

Friday, January 10, 2014 3:27 am

This is totally gonna backfire on Molfettas or whatever they’re calling it now. Copying the look is bad enough but trying to get recipes is just gutless. They don’t wanna go back to their own recipes because they know how bad their pizza was, and while other business owners most likely lost money and pretty much gave food away to people in need, these guys had the nerve to turn a profit off of it. Real sense of community there. Napolis is way better anyway

A wiz
A wiz
Thursday, January 9, 2014 4:38 pm

It’s a shame that they couldn’t succeed on their own that they have to copy someone two doors down…. No originality at all !!!’

The Professor
The Professor
Thursday, January 9, 2014 2:40 pm

I’m wondering if re-naming this place “The Brick” will work to its disadvantage. It may sound new and different now, but there is something too trendy about it, in my opinion. All the pizza places that have staying power keep their old Italian names.

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