The history of Frank Vetere's Pizzeria restaurants in Ontario

Before deep-dish pizza was readily available on delivery apps at the touch of a button, it was legendary entrepreneur Frank Vetere who introduced the indulgent Chicago-style pie to Ontario through its then-wildly popular and now-nostalgic restaurant chain, Frank Vetere's Pizzeria.

Born in Toronto in 1927 to Italian immigrants, Frank Vetere's career spanned industries before a shift to the restaurant business, where he would ultimately leave a lasting mark on Ontario's dining scene.

Foreshadowing the punctual pizza business that would follow, Vetere's journey first began as a mail boy at Tip Top Tailors, where his professionalism and determination caught the attention of top executives.

He went on to climb the corporate ladder, becoming an accountant and, after only a few years in the business, a vice president. It was also during his time at Tip Top Tailors that he met his future wife, Mildred.

Photo: Linda Vetere.

After leaving Tip Top Tailors, Vetere ventured into the restaurant industry, helping to bring some of the Red Barn hamburger franchises to Canada.

Vetere's importance to the local food business continued in a later career pivot, working for a company that owned a variety of assets, including Honey Dew and Bowie & Freehold Racetracks. Through Foodex Inc., he also helped to introduce the beloved but now-extinct Ponderosa Steakhouse brand to Canada.

But this extensive experience in the restaurant industry was only the prelude to one of his greatest accomplishments: his personal namesake pizza chain, Frank Vetere's Pizzeria.

The first pizzeria officially opened in 1972, and over time, the chain became known for its signature interior decor, including red and green shutters and cartoon motifs. The chain's Chicago-style deep-dish pizza, stacked with toppings and branded as the "best pizza you've ever tasted," was its main draw, of course, leading Vetere to even trademark the name "Deep Dish Pizza."

Photo: Old Ontario Series.

Although pizza was its focus, the chain offered countless other menu items, including pasta, Italian sandwiches, burgers, and an all-you-can-eat salad bar. Beyond the food, each location offered lots of entertainment onsite, including arcade games like Pac-Man and Asteroids, as well as gumball machines.

Adults also got to have their fun with $2 steins of house lager, and for those who have fond memories of the chain, you probably remember their iconic "super steins" and soda glasses that came free with dinner.

Photo: Foodex Inc. 

These collectibles can still occasionally be found at local thrift stores and online marketplaces today.

Online listings for Frank Vetere's memorabilia. eBay

At its peak, the chain grew to more than 40 locations across Ontario, including 22 just in Toronto. However, the 1982 recession severely impacted the business, and Foodex Inc., which owned Frank Vetere's Pizzeria, was forced to sell most of its locations to Pizza Hut.

After retiring from the restaurant business, Vetere went on to become involved with the Horsemen's Association, where he advocated for better benefits and housing for jockeys.

Unfortunately, Frank Vetere passed away peacefully at Markham Stouffville Hospital on April 25, 2023, at the age of 96. His daughter, Linda Vetere, reflected on his life and legacy in a letter contributed to blogTO following his passing.

"When I think of him, I think about his love of horse racing, his black Cadillac, his white shoes, his cigar, his unmistakable presence that would make everyone petrified even though he was a teddy bear, his strong voice that he had even up until a few weeks ago, his positivity and the fact that he was decent to everyone, all 96 years of his life," Vetere wrote.

"I could count on him for anything, he never disappointed me. He loved his wife and his children so much that it would be impossible to love more," she continued.

"I will miss him dearly but I am glad I have an impeccable memory. For me, he really was the greatest father one could have, I can't imagine it being any better."