Ed Pozzuoli is the President of the law firm Tripp Scott in Ft.

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For years, Mr. Pozzuoli, now 76 years old, resisted expansion, fearing he couldn't maintain standards in multiple locations.

WSJ: Economics, Sliced

With the rise of dollar pizza, "I'm worried that our slice will be equated with that slice, when it's a totally different deal, " said Pino "Joe" Pozzuoli Jr.

WSJ: Economics, Sliced

Although Mr. Pozzuoli's grandson, Salvatore Vitale, is managing the new store, Mr. Pozzuoli, oversaw everything from the orientation of the ovens to the color of the countertops and still visits both stores every day.

WSJ: Economics, Sliced

The move echoes Pino "Joe" Pozzuoli's philosophy when he open Joe's Pizza in Greenwich Village in 1975: Instead of undercutting a pizzeria next door, he charged more for his slice, 40 cents instead of 35 cents.

WSJ: Economics, Sliced