Italians Might Get Angry: How America Turned Pizza into a Global Commercial Success
Although Italy is the first country that comes to mind when we think of pizza, the true evolution of the modern pizza that we are familiar with today actually took place in the United States. So, why did this Italian delicacy become a worldwide phenomenon thousands of miles away from its birthplace?
The origins of pizza can be traced back to 18th century Naples.
Back in the day, pizza was a quick and cheap meal for the working class, sold by street vendors in the narrow alleyways of the city. Although pizza got a taste of royal palate with the Margherita pizza, made in honor of Queen Margherita in 1889, it remained a local Italian delicacy for a long time.
The traditional pizza in Naples was quite simple to make: thin dough, tomato sauce, and occasionally a bit of cheese. This simplicity reflected its social status at the time - it was the everyday meal of the common folk.
At the turn of the 19th and 20th centuries, millions of Italian immigrants embarked on a journey to America.
These immigrants brought along with them their pizza recipes. However, pizza underwent a completely different evolution in America.
As noted in food historian Carol Helstosky's book 'Pizza: A Global History,' Italian immigrants in America began experimenting with local ingredients. In order to cater to the American palate, pizzas started to be made with a thicker crust, more cheese, and in larger portions.
There were several critical factors behind the rise in popularity of pizza in America.
First and foremost, American entrepreneurship rapidly systematized the pizza industry. Pizza restaurants were established, delivery systems were implemented, and subsequently, frozen pizza technology was developed.
In the aftermath of World War II, as America's cultural influence was on the rise globally, pizza was marketed as an integral part of the American lifestyle. Thanks to Hollywood movies, television shows, and popular culture, pizza became synonymous with warm family gatherings and social meetups.
Moreover, America's industrial food production capacity made it possible to standardize pizza ingredients and distribute them worldwide.
This situation ensured that pizza could be produced with the same taste and quality everywhere.
The reason for pizza's immense popularity in America is not solely due to the presence of immigrant population. Rather, it's also because America managed to adapt this traditional Italian dish to its modern lifestyle and market it on a global scale. Today, the majority of pizza consumed worldwide is based on this American interpretation, rather than the original version found on the streets of Naples.
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