There are many ways to make a pizza. But to actually makea great pizza or even improve a great pizza joint there ismuch more that goes into the process. If anyone can tell youhow to master the “art of pizza” and turn it into a successfulbusiness venture, it is Frank and Lori Hakspiel (Fra –Lo) theowners of Fralo’s Art of Pizza.
When you walk into Fralo’s you are greeted with warmfaces, a family picnic–like patio setting and spectacular pizzas.Here you can relax under the mossy live oaks, and sharea delicious pizza with good company and perhaps a goodbottle of wine. This past May, Fralo’s celebrated its fourth anniversary,and is known by customers and critics alike as oneof the ‘City’s Best’ pizza restaurants. But when the Hakspiel’sfirst opened the doors, they hadn’t anticipated all that theywere about to embark on.
It was not even four months after they were marriedthat Frank surprised Lori. When she returnedhome from business trip, he had signed a lease on theFralo’s site. As Lori recalls, opening a restaurant wasnot in the newlyweds’ plans. Lori, who worked at BoiseOffice Solutions, was not ready to drop her “perfect”job to operate a small business, especially not a restaurant.However, plans changed. On May 28th of 2004they served their first pizza. Within three months theentire patio was filled.
“We had to keep adding more and more tables. Weserved water and sodas out of an ice chest. And justa month or so after opening we had to hire additionalemployees,” says Lori. “Our moms would come in andhelp wash dishes, pick up plates, answer phones andeven deliver pizza.” Frank adds, laughing, “Sometimesthey would come back and say ‘Oh I couldn’t find it.’”With the overwhelming, sudden and growing successof the restaurant, Lori decided that she could no longercontinue her office job, and resigned in order to helpFrank operate the restaurant. “I have all of my suits &heels put away in my closet,” laughs Lori.
They quickly had to rethink the organization ofthe restaurant, “The ovens were in the kitchen, and wehad to expand the walk–in refrigerator and the buildingitself. It was uncomfortable and unorganized,” saysLori. The two learned a lot about starting up and runninga business as well as a great deal about each other’sstrengths. Frank notes, “Lori is great at the finances, organizationand service, where I am more of the handson,laid back type. I love to work with people and fixthings.” Their personality traits are representative oftheir backgrounds, Frank a former Aircraft Mechanicfor Lockheed Martin and Lori holding an MBA in financeand a successful career in sales. “We really had towork together to find each other’s strengths and buildupon them,” says Frank. Eventually, they got the kinksworked out and the product spoke for itself.
A likely secret to the product’s success is Frank’s 70year–old mother, who, to this day, still makes 300 doughballs daily by hand. When coming up with the perfectrecipe for the dough, Frank looked to the support ofhis parents, who used to own a self–sustained ranch inColombia, where they grew coffee and learned howto make bread. “We tried all different types and waysto create the perfect dough until we finally got it, andfound the perfect flavor,” says Frank. Their perfectdough, mixed with freshly cut ingredients, makes theirsignature pizzas a delight to the tongue, and aestheticallypleasing to the eyes as well. Frank makes sure thateach pizza that goes out looks “pretty”. “I say I want tosee pretty pizzas. Our pizza has to be appealing to theeye. I already know it tastes great,” says Frank.
The slogan “Art of Pizza” is something that they trulystand by. Like a piece of art, it is your unique versionof your very own pizza. “What we mean is that we allowpeople to create their pizza exactly how they want it,”says Lori. “We try to offer just about anything anybodywould want and if we don’t have it we will go out andget it, or you can bring it in–wine included.” They havemade every kind of pizza you could think of. One loyalcustomer brings in all different types of meats duringhunting season. Another customer brings in their ownLebanese ingredients and the Hakspiel’s allow them tocook their dinner in the restaurant’s gas oven. This isjust another way they show the sense of family atmosphereat Fralo’s. The Hakspiel’s decided on gas ovens,like those used in New York or Chicago, to be able tokeep up with demand. “On any given weekend nightwe have done 400 pizzas, that’s about 100 an hour,” saysFrank.
So just how did they get into pizza? The two selfproclaimed“foodies” love to travel and eat good food.When they travel, they are most interested in seekingout the best restaurants the destination has to offer.They love to be inspired by the different tastes andtypes of food they eat. Their globetrotting certainlyinfluences their pizzas and appetizers. It also helpedthat in the late 90s, Frank owned and operated his veryown coffee and pizza shop off of Bandera Road, called“Frank & Company.” “The shop was good. I was only 24years old and it was good enough money for me, and itwas mine. I loved the freedom,” says Frank. He sharesthat recently he has even had some past frequenters of“Frank & Company” visit him at Fralo’s. The Hakspiel’struly enjoy their restaurant, and having something sowonderful to call their own. “One of the great thingsabout not being a corporate restaurant is that we cando pretty much what we want. I can bend the rules. Ican make square pizza or heart shaped pizza,” he adds,“And our customers are wonderful. I would do anythingto make them feel like they are right in their ownbackyard, they can even bring their dogs.” Lori notesthat while the business is very tough, “I truly believe itwas a blessing in disguise.”
The Hakspiels have certainly mastered the art ofpizza at Fralo’s, and definitely have the potential forgrowth. When asked if they would be looking to expand,they say, “For us it is really important to balancethe charm with the potential for growth. We don’t wantto grow too fast, beyond our capabilities, and we arestill learning. We just want everyone who comes hereto feel comfortable, and enjoy great food with us as ifthey were our own family.”
