Muhammad Abdul-Hadi doesn’t always swim with the tide. In fact, the entrepreneur and author has found great success in taking an unconventional path. We spoke with Abdul-Hadi about his mission-based business, Down North Pizza, and new book, “We The Pizza,” which both work to dismantle social and economic barriers for those around him.
During the thick of the pandemic, and in one of the most underserved neighborhoods in Philadelphia, Muhammad Abdul-Hadi opened a pizzeria staffed exclusively by formerly incarcerated individuals. He says, “When we opened, we had so many strikes that would deter people from opening a space. It was the end of the pandemic, we’re in the heart of Strawberry Mansion, we’re hiring only felons… People were looking at me like I was literally out of my mind. But, honestly, those are the things that made me look at it like, ‘This is going to work.’ Because nobody believed in it.”
His instinct was right. The pizzeria has been bustling ever since, serving up square pies, wings, fries and shakes to a nearly unrelenting demand at its Lehigh Avenue location. Abdul-Hadi says the success was instantaneous. “An immediate hit,” he explains, “because at that point of the pandemic, everybody was just looking for any reason to get out of the house. Anything fresh, anything new. All people cared about was, ‘I’m out of the house.’ And then, this is also the tail end of the response to George Floyd. There was a heightened sense of people focusing their efforts and really supporting things that had a social impact, because the world had come to its knees after that incident.”
Establishing a business with only previously incarcerated staff is something that Abdul-Hadi has long wanted to do. “I’ve always seen value in those individuals,” he says. “Even in my prior endeavors as an entrepreneur, I always liked working with them. I always saw the dedication and resilience that they brought to the table, so it wasn’t foreign to me to actually build a concept around exclusively working with them.”
The Down North Pizza team
The social impact of the Down North model is remarkable, as Abdul-Hadi helps pave a path towards economic stability and reduced recidivism. The success of the restaurant only reinforces the strength of the concept. In 2024, Abdul-Hadi was recognized for his vision and leadership with a prestigious James Beard Award. “I did not see that coming,” he says. “I just like to do the work.”
Abdul-Hadi originally thought Down North would act as a springboard for those coming out of incarceration, a way station along their career journey. But, no one has left. “Everyone’s been here with us since we started,” he says.
Executive Chef Michael Carter
This venture was Abdul-Hadi’s first in the food industry. He teamed up with Executive Chef Michael Carter, who had experience cooking at various Philadelphia eateries. Abdul-Hadi says, “I had to get somebody who could understand my vision to kind of bring that to life.” Together, they launched a menu of mouthwatering, thick-crust rectangular pizzas, crispy, saucy wings, hand-cut fries, milkshakes and extensive vegan options. The “Break You Off” pizza with lamb sausage, lemon ricotta, za’atar spice blend and a garlic honey drizzle is a fan-favorite, as are the chicken and cauliflower wings with house-made buffalo sauce. The majority of the menu is also Halal, which broadens Down North’s consumer appeal.
Abdul-Hadi and Carter have also collaborated on a book, “We the Pizza,” published on February 11, 2025. It’s chock-full of recipes for pizza, wings, shakes and more, while providing historical background on incarceration in America along with the stories and experiences of Down North’s very own staff.
Look for continued pie slinging and innovation from Abdul-Hadi and the team, who have ideas for expansion in the region sometime soon. You can order your copy of “We The Pizza” here and catch the book tour, which stops at the Quattrone Center at UPenn in Philadelphia on March 3, 2025 and at Main Point Books in Wayne on March 19, 2025. Follow Down North Pizza on Facebook and Instagram, and try its delectable dishes for yourself at 2804 Lehigh Ave., Philadelphia; (215) 377-9787.
- Photos: Down North Pizza
