Sometimes a pizza chain is more than just a pizza chain; it can also have a positive impact on the African American demographic it primarily serves. Slim & Husky’s Pizza — currently expanding into its existing markets (Memphis, Tenn., and Atlanta) as well as new territories (the metros of Texas and North Carolina, Miami, New Orleans, Detroit, Washington, D.C., Birmingham, Ala., and Huntsville, Ala.,) — targets minority-oriented neighborhoods as it grows its national footprint.
“As a company we look for African American communities that have been traditionally underserved in hopes of providing a positive example of Black business ownership that sparks the interest of economic empowerment within the area,” said Clint Gray, Chief Marketing Officer for Slim & Husky’s. Gray continued, “As adolescents we never learned of any Black-owned restaurant chains serving their own communities. Our goal is to change that, while also being a household name across America that the youth can look up to.”
One way African American youths can look up to this artisan pizza chain brand is through the unique visceral experience when visiting these restaurants, as the vibe caters to the Black audience. “While creating the Slim & Husky’s concept, we felt that it was important to highlight the best of Black culture at a high level through our interior design, through the menu development and through the speakers,” Gray explained. “Our restaurants are filled with murals that tell the story of Black culture as a whole. Hip-hop is a huge part of this and it’s the reason we choose to highlight those that are responsible for musical movements in their hometown. For example, in Atlanta we have a huge mural of Goodie Mob [an Atlanta-based hip-hop group] that is complemented by the name of our meat lover’s pizza, ‘CeeNo Green’ [a reference to CeeLo Green, a member of Goodie Mob].”
Recalling the impetus for incorporating African American-oriented themes into its restaurants, Gray commented, “In the movie Do the Right Thing, the character Buggin Out asks Sal, the pizzeria owner, why he didn’t have any pictures of brothers on the wall within this restaurant that served the Black community. That scene stuck with us along the years, so once we opened our doors we made sure to put artwork on the walls that represented the community we served.”
The founders of Slim & Husky’s (Gray, in addition to Derrick Moore and Emanuel Reed) have also developed programs to specifically help African Americans excel. “It is our goal to provide quality food and job opportunities, while also serving as a creative oasis through our ‘Pizza, Art & Music’ initiatives,” said Gray.
The trio therefore created “Slim & Husky’s Unplugged,” a live production series that highlights emerging musical talent. They have also attached art galleries to the Memphis and Nashville, Tenn., restaurants, which feature monthly exhibits by up-and-coming African American artists. Plus, the founders formulated the Lunch & Learn Program, a Q&A session with inner city school students in which they discuss such topics as college prep, financial literacy and entrepreneurship. Lastly, the founders give back whenever they can, such as when they donated free frozen pizza to the Metro Nashville Housing Project Communities last winter, which ultimately fed 800+ families.
