The aroma of freshly baked sourdough pizza wafted through a backyard as orders continued to pile up. What had started as an experiment during the uncertainty of the pandemic was suddenly attracting crowds, with hundreds of pizzas leaving a makeshift operation each week. Amid the rush, one realization became impossible to ignore: this was no longer just a passion project.
That pivotal moment would become the foundation of How Ya Dough’n. Led by Garett Goodman, Founder and CEO. The brand has grown from a backyard venture into a rapidly expanding artisan pizza company recognized for its sourdough craftsmanship, ingredient integrity, and commitment to quality. Through persistence, operational excellence, and a belief in doing things right, Garett transformed a simple idea into a scalable business that continues to redefine expectations in the modern pizza industry.
The Backyard Beginning
How Ya Dough’n began as a pandemic-era experiment rooted in passion and curiosity. The brand emerged from a simple backyard setup that gradually evolved into something far larger than anticipated. What started as an informal initiative quickly gained unexpected traction, with hundreds of pizzas being sold each week directly from home.
This early validation became the catalyst for transformation. The momentum made one thing clear: what began as a passion project had the potential to become a full-scale food brand. Garettt and his team made the decisive move to pursue the venture full-speed ahead, marking the transition from informal operations to a structured entrepreneurial journey.
A Day in the Life of Garett Goodman
Balancing fitness, family, work, and preparation, each day is built around discipline, productivity, and staying one step ahead.
- 4:00 AM – Gym
- 6:00 AM – Family Time
- 8:00 AM – Start Workday
- 1:00 PM – Lunch
- 6:30 PM – Head Home
- 7:00 PM – Cooking Dinner
- 8:00 PM – Prep for the Next Day
- 9:00 PM – GSD (Get Shit Done) List
- 10:00 PM – Bedtime
Fresh Gourmet Pizza Crafted with Simplicity, Flavor, and Care
How Ya Dough’n Pizza is a gourmet pizza brand serving freshly prepared, high-quality pizzas across its locations. The brand focuses on real ingredients, consistent flavor, and warm, friendly service.
In How Ya Dough’n, guests can have a flexible dining experience across formats
- Delivery for convenient at-home dining
- Takeout for quick and efficient pickup orders
- Dine in with a casual, welcoming atmosphere
- Catering services for private events and corporate gatherings
- Vegetarian options to accommodate diverse dietary preferences
- Outdoor seating for a relaxed dining experience
- Family-friendly setup, including high chairs for younger guests
Every order is designed to arrive hot, fresh, and satisfying. Ordering is made simple through a smooth online system that allows customers to place pickup or delivery orders in just a few clicks. With flexible timing options and an easy interface, the process is designed for convenience while maintaining the brand’s focus on quality and freshness.
The menu includes classic pizzas, gourmet specialties, fresh salads, and flavorful sides. Every pizza begins with a daily-prepared sourdough crust and premium ingredients, offering a balance of familiar favorites and bold new flavors suited for any meal or occasion.
Beyond everyday dining, How Ya Dough’n Pizza also offers catering services for events such as weddings, parties, and corporate gatherings. With on-site wood-fired ovens, pizzas are prepared live, adding both freshness and an engaging experience for guests.
Across all locations, the brand maintains a consistent promise of honest, handcrafted pizza served with care, blending neighborhood warmth with a lively dining experience.
Early Operational Struggles and the Reality of Scaling Craft Food
“Never give up. There is always a way forward, even when it feels like there isn’t. You have to be all in; there is no in-between.” ~ Garett Goodman
The early phase of scaling How Ya Dough’n presented significant personal and operational challenges. On a personal level, Garett experienced prolonged periods away from family, missing important milestones such as birthdays and sporting events. The demands of building a business from the ground up required full-time immersion, often at the cost of personal presence.
Professionally, the transition from a home-based recipe to a commercially viable product proved far more complex than anticipated. The original formula did not translate smoothly to large-scale production, forcing repeated experimentation and refinement. Garett immersed himself in hands-on problem-solving, often working late into the night and spending time inside production environments to refine consistency.
This phase of iteration became a defining chapter in the company’s development, reinforcing the importance of resilience, experimentation, and product integrity in the food business.
Defining Artisan Pizza Through Sourdough Precision and Ingredient Integrity (From “Artisan Pizza Defined” section)
For Garett Goodman, artisan pizza is defined by discipline, detail, and respect for process. At the core of How Ya Dough’n’s identity is sourdough, a living ingredient that demands constant attention and responds to environmental changes such as humidity and temperature. Managing this variability requires both technical understanding and culinary sensitivity.
Beyond dough craftsmanship, the brand emphasizes a scratch-made philosophy across all components. Dressings, sauces, and dough are prepared from base ingredients, reinforcing full control over quality and flavor. Ingredient sourcing is equally intentional, with flour procured from California and premium cured meats such as soppressata sourced from Chicago.
This commitment to controlled sourcing and scratch preparation reflects a broader operational philosophy: authenticity cannot be compromised when building a differentiated food brand.
A Turning Point That Enabled Structured Growth
A critical inflection point in the company’s journey came with the support of the Ferolito family, without whom growth would have been a slower grind. This collaboration allowed How Ya Dough’n to transition from a founder-led operational model to a more structured and scalable organization.
With additional leadership support, the brand was able to accelerate expansion, open new locations, and establish commissary systems to ensure consistency across outlets. This shift not only increased operational capacity but also introduced greater organizational stability, enabling the company to move beyond the constraints of founder-dependent execution.
The partnership became a key driver in transforming How Ya Dough’n from a high-potential concept into a multi-location brand with defined systems and growth direction.
Reframing Pizza as a Health-Conscious, Transparent Food Category
How Ya Dough’n positions itself as a differentiated player in the pizza category by focusing on ingredient transparency and digestive compatibility. The brand’s focus is centered on eliminating preservatives entirely while embracing long fermentation sourdough processes.
This approach contributes to a product experience that is not only artisanal but also positioned as a healthier alternative within the broader pizza segment. Garett Goodman highlights that the fermentation process and clean ingredient profile make the pizza more digestible for individuals who typically avoid traditional gluten-heavy offerings.
In doing so, the brand challenges conventional perceptions of pizza as an indulgent-only category and instead introduces a more balanced and ingredient-conscious alternative.
The Role of Commissaries in Consistency
One of the most significant operational achievements for How Ya Dough’n has been the establishment of two commissary facilities strategically located on the East and West Coasts. These centralized production hubs play a critical role in ensuring consistency across all store locations.
Despite being relatively new to the food industry, Garett emphasizes the importance of systemization in maintaining product quality at scale. The commissaries serve as the backbone of operational efficiency, enabling standardized preparation while supporting expansion into new markets.
This infrastructure has allowed the brand to maintain quality control even as it rapidly scales, reinforcing the importance of operational design in food entrepreneurship.
Growth Milestones and the Path Toward Franchising
In a short span, How Ya Dough’n has demonstrated strong expansion momentum, opening five stores within five years and preparing for a sixth location. This pace of growth reflects both market acceptance and internal operational readiness.
Today, How Ya Dough’n continues to expand its footprint across multiple locations, including Boca Raton, Coral Springs, Boynton Beach, and Las Vegas, reflecting its steady transition from a regional concept to a multi-market brand. This transition indicates a shift from company-owned growth to a broader, scalable business model designed for replication across markets.
Each milestone reflects a disciplined approach to expansion, balancing rapid growth with operational control.
Brand Credibility Through Strategic Collaborations
Brand credibility has also been reinforced through collaborations with recognized names such as Live Nation, Revolve, and Pizza Slime. These partnerships have played a role in expanding brand visibility and aligning How Ya Dough’n with culturally relevant platforms and audiences.
Such collaborations signal external validation and help position the brand at the intersection of food, culture, and lifestyle engagement. For a growing food concept, these associations contribute to both awareness and market positioning.
Customer Voices and Dining Impressions
Across locations, guests consistently highlight the brand’s focus on fresh preparation, flavorful offerings, and attentive service that defines the How Ya Dough’n experience.
Taylor N. | ★★★★★
We got our food fast, and the staff was super nice!! Best pizza I have had in Florida by far. We tried 3 different pies, but the vodka sauce pizza was my favorite. Will definitely be back!
Iris I. | ★★★★★
What a great find!! The pizza is absolutely delicious! The garlic balls are to die for; unfortunately, we ate them all before I could get a pic. Visit this place; it’s fantastic.
Joseph S. | ★★★★★
Amazing! Crispy, tasty pizza, quick service, and a great location. The atmosphere was relaxing, and everyone loved their food. Shroom toast! Hot Mozz! Just delicious!
Market Trends and the Shift Toward Transparent, On-the-Go Dining
Garett Goodman identifies a clear shift in consumer behavior driven by current economic conditions. There is increasing demand for convenient, takeout-friendly dining experiences, coupled with a stronger preference for transparency in food preparation.
Consumers are becoming more conscious of ingredients and preparation methods, creating opportunities for brands that prioritize scratch-made and clean-label offerings. How Ya Dough’n aligns with this shift through its emphasis on sourdough fermentation and house-made components such as dressings and sauces.
This alignment with evolving consumer expectations positions the brand strategically within a changing food landscape.
From Speed to Perspective
Entrepreneurial leadership brought a shift from individual execution to broader responsibility. While agility and creativity remain important, leadership now requires perspective, understanding, and accountability for the well-being of others.
Life Before Entrepreneurial Leadership
- Fast-paced decision-making
- Nimble and adaptable approach
- Creative problem-solving
Life After Entrepreneurial Leadership
- Broader perspective on decisions
- Greater responsibility and stress
- Deeper understanding of people and situations
- Excitement in leading and growing with others
Turning a Backyard Passion into a Scalable Artisan Pizza Brand Through Relentless Commitment and Operational Excellence
- Vision Begins with Action, Not Perfection
- Resilience Is the Foundation of Sustainable Growth
- Quality Becomes a Competitive Advantage When It Is Non-Negotiable
- Scaling Requires Systems, Partnerships, and Shared Leadership
- Great Leaders Evolve from Operators to Builders of People and Organizations
| Quick Takes | |
| One tool or app | MS365 |
| One quote | “You have to be all in or all out. There is no in-between.” |
| One movie or book | Unreasonable Hospitality |
