The intoxicating aroma of burning wood, charred embers, and freshly baked dough wafts down a once-quiet street in Lower Greenville on a Saturday afternoon. Country music blares from a speaker as three college students move in sync between a blazing wood-fired oven on wheels and a folding table stocked with a variety of fresh produce, sauces, and gourmet toppings.
Leading the trio is Luke Froeb, 22, who generously drizzles hot honey onto a piping hot pie. He launched the wood-fired pizza truck business, Pozzo Loco, in 2023, aiming to put an elevated spin on the traditional staple. The team’s hard work and dedication have paid off, with Pozzo Loco growing revenue by 170% since its launch and continuing to gain momentum in the Dallas community.
While most of his peers at Southern Methodist University juggle classes and campus life, Froeb spends his Friday nights in a makeshift commercial kitchen based out of his college apartment, prepping homemade sauces for the next day’s gig. This unique blend of entrepreneurial spirit and culinary expertise has allowed Froeb to build a successful business, all while pursuing his undergraduate degree in accounting and a minor in Spanish.
Froeb’s passion for cooking first sparked during the COVID-19 pandemic, when he found himself with ample free time and a desire to learn new skills. He began experimenting with different recipes, eventually mastering the art of pizza-making. This early start has given him a solid foundation in the culinary world, which he has continued to build upon through formal training and hands-on experience.
Before enrolling at SMU, Froeb took a gap year to study at the prestigious culinary school Le Cordon Bleu in Paris. This experience not only honed his culinary skills but also broadened his perspective on the culinary world. Upon returning to the United States, Froeb began to explore the Dallas food scene, eventually deciding to launch his own business. The wood-fired oven food truck, Pozzo Loco, was the perfect vehicle for Froeb to share his passion for cooking with the community.
The Pozzo Loco team kicks off a gig outside of Barley House, on Friday, April 11, 2025, in Dallas. The team’s energy is infectious, with each member playing a distinct role in the operation. The pace is crucial as the line of hungry customers begins to grow. Froeb’s ability to interact with his customers while maintaining a level of deep concentration is a testament to his dedication to his craft.
On that Saturday afternoon in March, the rhythm of Froeb and his two-man crew, both friends of Froeb’s, is effortless as each person plays a distinct role in the operation, like performers in a well-rehearsed act. The pace is crucial as the line of hungry customers begins to grow. “Pies are flying, and the sun is shining,” Froeb says, his enthusiasm evident in every word.
There’s a magnetic charm to Froeb as he interacts with his customers, yet he maintains an ability to snap into a level of deep concentration as the lunch hour nears. This unique blend of charisma and focus has allowed Froeb to build a loyal customer base, with many patrons returning time and time again to experience the magic of Pozzo Loco.
Pozzo Loco’s most popular menu item, the Mama’s Special, is a recipe inspired by Froeb’s mother, Millie Pozzo Froeb. It includes fig jam, fontina and Havarti cheese, topped with arugula and caramelized onions. This dish is a testament to Froeb’s ability to balance flavors and create unique, delicious combinations. As an entrepreneur who is deliberate with his choices, the truck also felt like a smart marketing opportunity.
“When you’re burning the wood, people can smell it from a mile away. And in essence, it’s a marketing technique. People want to see a wood-fired pizza oven and people playing with the fire,” he said. This clever approach has allowed Froeb to create a buzz around Pozzo Loco, drawing in customers from all over the city.
Froeb has been able to hone his Pozzo Loco know-how by blending his formal food training with his undergraduate studies and an internship in operations management at M Crowd Restaurant Group, the company behind Mexican chain restaurant Mi Cocina, among others. This unique blend of culinary expertise and business acumen has given Froeb a solid foundation upon which to build his business.
“These restaurant-finance metrics that I’m able to do for a company like Mi Cocina, I’m able to learn what they’re doing best and then just apply it to mine. [I can] be like, ‘Hey, if I change this factor, how is this going to affect my sales?’” Froeb said. This ability to analyze and adapt has allowed Froeb to make informed decisions and drive the success of Pozzo Loco.
Part of those metrics involve understanding the underpinnings of how to optimize labor and overhead costs so he can effectively invest in building a strong team. With that, Froeb has been able to hire a tight-knit crew of SMU peers who match his drive and work ethic. This team has been instrumental in the success of Pozzo Loco, providing a solid foundation for the business to grow and thrive.
“I realized that there’s a community at SMU of kids who are interested in hospitality and the finance side of hospitality, and people who genuinely love cooking, but have never had formal training,” Froeb said. This realization has allowed Froeb to create a team that is not only passionate about food but also dedicated to the success of Pozzo Loco.
Froeb recounts moments, sometimes even at parties, in which students approached him eagerly looking for work and culinary training. “These kids came to me and were like, ‘Hey, I’ll work for free as long as you teach me.’ And that’s kind of the principle I grew up on in the restaurant industry: that knowledge is wealth and wealth is knowledge,” he said. This approach has allowed Froeb to build a team that is not only skilled but also passionate about the culinary world.
Right now, the team consists of three other SMU students. Otto Kirchof, 21, is part of the Pozzo Loco crew and usually on pie garnish duty. He said the truck works because it’s built on something real. This sense of authenticity has been key to the success of Pozzo Loco, allowing the business to build a loyal customer base and establish itself as a staple in the Dallas food scene.
This past March, Pozzo Loco caught the eye of event planner Ellie Evans, who works for popular dating app Bumble. Evans brought in Pozzo Loco to cater an event at Barley House, a popular Dallas pub located near SMU campus. “What really drew me to working with Froeb was his unwavering work ethic and the dedication of his entire team — it’s evident in everything they do,” Evans said.
Even on the rare nights when Froeb has nothing on the calendar, he doesn’t take a break. Instead, he experiments with new recipes into the early hours of the morning. “I just want to be different. I want to be unique,” Froeb said. “I don’t want to be writing a story that’s already been written.” This drive for innovation has allowed Froeb to stay ahead of the curve, continually pushing the boundaries of what is possible with Pozzo Loco.
Froeb will keep Pozzo Loco going in the Dallas area — at least for another three years. He’s been accepted into SMU’s Cox School of Business master of science in accounting program. This next step will allow Froeb to further hone his business skills, providing a solid foundation for the continued growth and success of Pozzo Loco.
To keep up with Froeb and the Pozzo Loco team, follow them on Instagram @chef.froeb and @pozzoloco. With a strong team, a solid business plan, and a passion for innovation, Pozzo Loco is sure to continue making waves in the Dallas food scene.
In conclusion, the story of Pozzo Loco is one of passion, dedication, and innovation. From its humble beginnings to its current success, the business has remained true to its core values, providing a unique and delicious experience for customers. With a strong team and a solid business plan, Pozzo Loco is sure to continue thriving in the Dallas area, and perhaps beyond.
Frequently Asked Questions:
Q: What inspired Luke Froeb to start Pozzo Loco?
A: Luke Froeb was inspired to start Pozzo Loco after discovering his passion for cooking during the COVID-19 pandemic. He began experimenting with different recipes and eventually mastered the art of pizza-making.
Q: What is the most
