I’ve only been to Michigan once, and it was 20 plus years ago. Growing up in a part of Europe where Detroit-style pizza has only recently started gaining popularity, I became curious about this trend. As a kid in the ’90s, I visited Detroit, but I don’t recall seeing any square pizzas back then. Those memories are a bit hazy; I do remember discovering Mexican food, but not pizzas like Jet’s Pizza. Now, with the rise of Detroit-style pizza in my hometown, my curiosity has been reignited. This newfound interest has led me to delve into the story behind Jet’s Pizza and their famous eight-corner pizza.
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History of Jet’s Pizza
In 1978, the Jetts brothers, Eugene and John, embarked on a culinary adventure by transforming a vacant party store in Sterling Heights, Michigan, into the very first Jet’s Pizza. This modest beginning marked the birth of what would become a pizza empire. By 1992, with the help of their cousins Jim and Jeff Galloway, the Jetts had not only expanded their business but also founded Jet’s America Inc.
Jet’s Pizza quickly became renowned for its distinctive square deep-dish Detroit-style pizza, with the 8-corner pizza emerging as a fan favorite. This unique pizza style, introduced by the Jetts as a regional novelty, has roots in their mother’s cherished recipe, which has stood the test of time, unchanged since the inception of the first store.
The franchising journey began in 1990, and by January 2024, Jet’s Pizza boasted an impressive network of 425 franchises spanning 22 states. From the sunny coasts of Florida to the mountainous terrains of Colorado, and from the bustling streets of New York to the serene landscapes of Utah, Jet’s Pizza has made its mark, delivering its beloved square pizzas to communities across Arizona, Georgia, Illinois, Indiana, Kentucky, Michigan, Minnesota, Missouri, Nevada, North Carolina, Ohio, Pennsylvania, South Carolina, Tennessee, Texas, Virginia, Washington, and Wisconsin.
In a bid to stay ahead in the tech-savvy world, Jet’s partnered with HungerRush in 2021, embracing the OrderAI software that allowed customers to place orders via text message. By August 2022, they had successfully piloted OrderAI Talk, an innovative system connecting phone-in customers to an AI-driven bot. This smart technology not only enhanced customer service but also improved upselling and targeted marketing, setting Jet’s Pizza apart in the ever-evolving restaurant industry.
Jet’s Pizza name
According to their website, from 1978 to 1985, Jet’s Pizza was known as Jetts Party Shoppe and Pizzeria, named after the co-founders’ family name. However, based on their lawyers’ advice, a name change was in order. As co-founder John Jetts shared with TastyTrade, and branding expert Phillip Davis elaborated in Forbes, using your surname in a company name doesn’t always spark the desired curiosity. “A good business name creates intrigue and stirs interest,” Davis noted. “Surnames don’t accomplish this; they are essentially inert placeholders.” He further pointed out that such names can complicate selling the business or bringing in new partners.
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8-corner pizza
One of the most iconic symbols of Jet’s Pizza is their famous 8-corner pizza. This unique creation has become synonymous with the brand, designed with the idea that every bite should be perfect. While square pizzas were a rarity in the region when Jet’s Pizza first opened, the 8-corner pizza quickly captured the hearts of pizza lovers.
The recipe, originating from the Jetts’ mother’s kitchen, has remained unchanged since its inception. The 8-corner pizza features eight crispy, cheesy edges, ensuring that every slice offers the delightful crunch and rich flavor that customers have come to adore. This distinctive pizza not only sets Jet’s apart in the crowded pizza market but also exemplifies their commitment to quality and tradition.
Why Jet’s Pizza Isn’t Round
Square pizzas are easier to make since they don’t require hand tossing, and they reflect how pizzas were originally made in Italy. More importantly, they cater to both crust lovers (who can enjoy the corner pieces) and non-crust fans (who can savor the center pieces). Jet’s Pizza has perfected this balance with their eight-corner pizza, ensuring everyone gets a taste of the crunchy crust.
Co-founder Eugene Jetts called it the chain’s “best menu innovation.” He shared with Crain’s Detroit Business, “I watched this family fight for the corners of a pizza, and that got me thinking: How can we create a pizza made up of nothing but corners?” This inspiration led to the creation of the eight-corner pizza, which quickly became a top seller at Jet’s Pizza.
