Holy Basil: Totale Introduces the $5 Neapolitan Pie

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Photo: TONY

Last week, Jay Cheshes praised Totales margherita pizza and said the $7 pies may be New Yorks most gently priced. Well, get ready for some real sticker shock, because owner Eli Halali has quietly (and indefinitely) dropped the price of the margherita and marinara pies to $5. Thats right: five American doll-hairs for a 12 pie. He tells us its partly because St. Marks strollers were slow to adopt the place (the area is very competitively priced, and indeed the folks at May Chan have been handing out coupons for $1 mugs of Sapporo), and also because in about a week, hell offer the option of toppings priced from $1 to $3 (theyll include artichoke, arugula, garlic, red onions, mushrooms, cherry tomatoes, olives, green peppers; prosciutto, pepperoni, sausage; shredded Parmesan, pecorino Romano, goat cheese, extra mozzarella, etc.). But in the meantime, how are the $5 pies yielding a profit?

Right now thats not what were worried about, says Halali, declining to talk dollars and cents. Were worried about introducing this pie to the people in the area. He insists his pizzaiolo, former UPN oven-minder Gregory Ryzhkov, is using the same ingredients as youd find in a $15 pie: San Marzano tomatoes, fresh buffalo mozzarella, basil, extra virgin olive oil, and Caputo flour. Not even 2 Bros [his $1-a-slice joint] can compete with what youre getting at that price. Our recommendation: grab a box and take it across the street to the primo people-watching patio at Bull McCabes, where Rolling Rocks are three bucks.