November 21, 2012
Masullo's growing fame a mixed blessing: No dough for you!

Sometimes when a restaurant is mentioned positively in The Bee, it can bring in plenty of new business -- and a good bit of chaos.

I spotted this on Masullo's Facebook page:

"Our apologies for not having enough dough. The Bee ran an article naming us best pizza in town and we sold more at lunch today than all dayTuesday a week ago. We have a three day ferment for our dough and we can not just make more at the drop of a hat. We are sorry for the trouble it may cause to customers, but believe us we would like to have it to sell to you."

As you can see, you cannot rush a great crust. If you want to try truly great pizza in the Neapolitan style, get there early today.

Masullo is at 2711 Riverside Blvd., Sacramento.

Update: I caught up with owner Robert Masullo when his restaurant opened for lunch and asked him about the surge in traffic. The servers are happy -- they're making good, honest money. The cooks are busy. And no, the dough cannot be rushed. Masullo has experienced a one-two punch of acclaim from The Bee this year. Prior to topping the best pizza list, it was featured in a full review, where I gave it four stars.

"We saw back in the summer a real huge bump for a couple of months," Masullo told me Wednesday. For the last four weeks, we've been quieter by a long shot. Monday, it picked right back up and it almost doubled from a typical Monday."

Some customers come in and wonder why they can't jump whip up a new batch of dough. It doesn't work that way.

"Part of the reason why what we're turning out is as good as it is, is we don't take a short cut," Masullo said. "I'd rather make it as good as we can, even if that means we have to tell people we're out of dough."

Blair Anthony Robertson is The Bee's restaurant critic. Follow him on Twitter, @blarob.

Dining review: Masullo up with the best pizza -- anywhere
Pizza: Bee's critic lists his area favorites

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