Ghost Pizza Opened in East Dallas
The new restaurant features menu items priced at 2019 levels to offer affordable dining options.
Updated on Oct. 1, 2026 in Openings & Closings
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Frank Nuccio has opened Ghost Pizza in the Lakewood and East Dallas area. The establishment focuses on keeping prices low for local diners by utilizing a model that minimizes overhead costs.
Why it matters
The restaurant aims to provide budget-friendly meals while honoring the legacy of the owners parents who formerly operated Pizza by Marco. By controlling operational expenses, the business maintains a focus on accessibility for the community.
The menu features a two-pizzas-for-$20 special, with prices intentionally set at 2019 levels. This approach relies on organic flour and imported ingredients like olive oil and tomatoes to maintain quality without traditional high-cost scaling.
The players
Frank Nuccio
Frank Nuccio is the proprietor of Ghost Pizza and the entrepreneur behind the new Dallas dining concept.
Pizza by Marco
Pizza by Marco is the former business operated by the parents of Frank Nuccio that serves as the legacy inspiration for his current restaurant.
The details
To keep prices stable, the business processes ingredients such as beef tallow and house-cooked meats in-house while avoiding heavy spending on renovations. The restaurant prioritizes efficiency and low staffing levels to keep costs manageable for customers.
Timeline
The restaurant utilizes 2019 as the base year for current menu pricing.
The owner plans to replace existing restaurant tables with booths by late 2026.
Market Landscape
Ghost Pizza's strategy of setting prices at 2019 levels directly contradicts the post-2020 restaurant industry trend of rising menu prices due to inflation. This position helps the new entrant differentiate itself in a competitive market by prioritizing affordability.
Local diners can access pizza at pre-inflationary 2019 price points, providing a rare reprieve from rising dining costs in the area. Customers should expect a functional, low-frills environment as the owner focuses on food costs rather than upscale decor.
The takeaway
Ghost Pizza demonstrates that low-overhead business models can provide tangible savings for budget-conscious families. Consumers looking for value should prioritize independent neighborhood spots that manage their own supply chains to keep costs down.
Further reading
Learn more about new dining options across the city in our Openings & Closings section.
Source note: This article includes information reported by Lakewood/East Dallas.
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