Montclair Mural Mania: Pizzeria’s controversial mural replacement has people 'up in arms'
Brick and Dough's owner commissioned both murals.
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A springtime Friday night is always busy at Brick and Dough pizzeria in Montclair. But this week, there’s an unlikely reason why some new customers are stopping in - a viral social media video that has directed discussion to the restaurant’s new mural of pizzas.
“People slowly figured out what we covered up and what it was before, and people just went up in arms about it,” said owner Jason Rosenthal.
Brick and Dough has been on the corner of Walnut and Frink Streets in Montclair for five years. Before this year, the original mural stood - a close-up pair of women’s faces that Rosenthal said was meant to show their wrinkles and hardships.
Rosenthal commissioned both murals. He says the fresh coat of paint is about change - not replacing that message.
“We just kind of wanted a refresh,” Rosenthal said. “When you're around something every day for five years, I don't care what it is, you just kind of want to put something new up eventually.”
The artist, Jen Flaum, posted a video on TikTok this week that has gotten nearly 25 million views. In it, she is approached by residents both supporting and challenging why she’s painting over the mural. The comments have been divisive.
“It's really just pizza,” Rosenthal said. “We've been recognized for our pizza all over the world now, essentially, and we just wanted to highlight that. There's really no deep meaning behind it.”
Customers that spoke with News 12 saw both sides.
“I saw that he replaced a historical thing with pizzas, but I think he’s in the right,” said Nina Piccione, of Roseland. “I think it’s a little ridiculous because he paid for it.”
“I understand if they want a fresh look,” said Mark Apinis, of Montclair. “I also understand that now, of all times, is an important time to keep these stories.”
The buzz is impacting business.
“A lot of one-star Google reviews,” Rosenthal said. “But at the same time, we've seen an outpouring of support from our community and our supporters, and have not really seen a hit in business - if anything, it might have been a little busier the past couple days.”
