Building a Brand One Sourdough Pizza at a Time: How Garett Goodman Turned a Backyard Experiment into a Growing Business

 

When the world slowed down during the pandemic, many people discovered new hobbies. For Garett Goodman, it sparked an entrepreneurial journey that would eventually reshape his career. What began with handcrafted sourdough pizzas baked in a backyard quickly attracted an enthusiastic local following. As weekly orders surged into the hundreds, it became clear that the venture had outgrown its humble beginnings.

Today, How Ya Dough’n stands as a fast-growing artisan pizza brand built on craftsmanship, operational discipline, and an unwavering commitment to quality. Its evolution offers valuable insights into what it takes to transform a passion project into a scalable food business.

From Backyard Oven to Business Opportunity

The earliest days of How Ya Dough’n were fueled by experimentation rather than a formal business plan. Yet customer enthusiasm validated the concept almost immediately. That demand inspired Goodman to transition from home-based production to building a structured company capable of serving a much larger audience.

The shift required far more than increasing output. It demanded new systems, stronger processes, and the willingness to solve challenges that emerge when handcrafted products meet commercial-scale operations.

Craftsmanship as a Competitive Advantage

Why Sourdough Makes the Difference

At the center of the brand's identity is sourdough—a living ingredient that requires constant attention. Unlike conventional dough, sourdough reacts to changing temperatures and humidity, making consistency a daily challenge.

Instead of simplifying the process, Goodman embraced the complexity. Dough, sauces, and dressings are prepared from scratch, while premium ingredients are sourced with care, allowing the company to maintain control over both flavor and quality.

This dedication has helped position How Ya Dough’n as more than another pizza chain. It has become a brand associated with authenticity and carefully crafted food.

Scaling Without Sacrificing Quality

Growth brought its own obstacles. Recipes that worked perfectly in a backyard setting did not immediately translate to larger production volumes. Countless hours of testing and refinement became necessary before consistency could be achieved across locations.

Several strategic decisions accelerated that journey:

• Establishing commissary kitchens on both the East and West Coasts to standardize production.

• Bringing experienced leadership into the business, including support from the Ferolito family.

• Building operational systems designed for multi-location expansion.

These investments created the foundation for sustainable growth while preserving the handcrafted qualities customers expected.

Meeting Changing Consumer Expectations

Today's diners increasingly value ingredient transparency alongside convenience. How Ya Dough’n has embraced both trends by focusing on preservative-free ingredients, long-fermented sourdough, and flexible dining options that include dine-in, takeout, delivery, and catering.

The company has also strengthened its visibility through collaborations with brands such as Live Nation, Revolve, and Pizza Slime, expanding its reach beyond traditional restaurant marketing and connecting with broader lifestyle audiences.

Leadership Beyond the Kitchen

As the business expanded, Goodman's role evolved from making pizzas to building teams and systems. Long hours and personal sacrifices became part of the entrepreneurial journey, but they also reinforced an important lesson: sustainable growth depends as much on leadership as it does on product quality.

His disciplined daily routine reflects the mindset required to manage a growing organization while maintaining high operational standards.

A Recipe for Long-Term Success

How Ya Dough’n's journey demonstrates that enduring brands are rarely built overnight. They emerge through persistence, continuous improvement, and an uncompromising commitment to quality. By combining artisan craftsmanship with scalable operations, Garett Goodman has transformed a backyard passion into a multi-location business positioned for continued expansion.

Read the full article on: Garett Goodman or explore more about How Ya Dough’n.