For the decades-long Halftime Pizza King, business is good when Boston’s sports teams are at their best.
And fortunately for the Pasquale family, which has owned the classic slice shop for generations, two teams that play at the adjacent venue, TD Garden, are in the playoffs this season. He is also considered a favorite to win.
“It always helps if you can do well in the playoffs,” said Matthew Pasquale, who owns the store with his family. “People here start rooting for the Bruins or Celtics before the game. They have beer and slices, which is great.”
Halftime Pizza has been located across the street from the arena for 40 years and has become one of the West End spots to visit before and after Celtics and Bruins games. It’s close to TD Garden, his giant slices cost about $5, and the store has a Boston sports theme with the audience in mind, with murals depicting Celtics and Bruins greats and players’ Food items with names are displayed.
Matthew’s grandparents, Tony and Dora Pasquale, started the business. They retired and passed the business on to their children. Today, Matthew runs the shop with his brother Justino Pasquale and Luigi Barrasso, a family friend whom he calls his “cousin.”
It wasn’t overwhelmingly crowded Wednesday, hours before the Celtics’ playoff game against the Cleveland Cavaliers, but a steady flow of customers began at halftime in the afternoon.
Most of the customers were wearing some form of Celtics merchandise. And those who spoke to Boston.com said this wasn’t the first game at halftime.
“It’s close, it’s cheap, it’s local,” said Xavier Lopez, 17, who picked up a slice of pepperoni before Wednesday’s game. “I’ve been coming here to watch home games since I was little.”
Mathews said this is a typical flow for customers coming in for a pregame slice, and for some fans, it’s a must-do. But they have also come under fire for inviting fans to celebrate their victories after games, almost every day at midnight, at 11:30 p.m.
Late-night crowd appearances like this one are from Dave, the controversial and influential social media personality who ranked pizzerias on One Bite and reviewed halftime after the 2017 Celtics vs. Cavaliers game. You can see it in Portnoy’s video. The West End store received a high rating of 9.2 out of 10 on Portnoy.
A photo of Portnoy eating sliced cheese is proudly displayed inside the store. Matthew said that’s one of the reasons customers come here. But there are other sports-related factors that draw Boston fans here.
“It’s killer pizza,” said Alison McLeod, who was there with her brother Ben and cousin Ian before the Celtics game. “And whatever [Jeremy] Swayman’s tastes are my favorite. ”
Allison was referring to a menu item that lives up to the Swayman name and claims to be his favorite pizza: Hot Honey Pepperoni with Ricotta.
Matthew said Swayman had visited the store several times and that his brother ran it to make sure Swayman’s pizza was something he could eat.
There’s also a nod to the Celtics’ Jayson Tatum in the case of the chicken cutlet sandwich and the Larry Bird sandwich, which features chicken, bacon, cheese and barbecue sauce between two pieces of bread.
Some people come to watch old Bruins games during hockey games. This is a long-standing tradition that is broadcast on multiple televisions at halftime.
“People come in and say, ‘I want to show my kids a hockey game.’ Wait a minute, no problem,” Matthew said. “That’s definitely one of the things people are looking for when they come in.”
According to halftime patrons, the prices do include some of TD Garden Beat’s more expensive concession food.
“There’s no debate. I’d rather pay $20 for pizza than $30 for a chicken bucket inside TD Garden,” said Joel, a Celtics fan from Rhode Island who frequents halftime before and after games.・Perez said.
But as is the case in areas that rely on events at venues like TD Garden, the halftime slow season begins once the Celtics and Bruins seasons end.
It could happen now or at any time. The Bruins’ season could end as early as Friday if they don’t win another game against the Florida Panthers.
The Celtics advanced to the Eastern Conference Finals with a 113-98 win over the Cavaliers on Wednesday. This means their season could extend into June with Eastern Conference play, which is good news for Halftime.
He told a story about when his father was running the store the year the Red Sox won the World Series. He believes it was in 2004, but details are hazy due to Matthew’s young age. The commissioner’s trophy was brought in at halftime, and his father took a picture with it. Matthew said he hopes to have a similar conversation during halftime.
“Especially if I could be in the parade,” Matthew said. “Boston has been missing that the last few years.”
Here’s what you should order at halftime, according to Matthew Pasquale.
- Da’ Buff Chick, Sriracha Buffalo Chicken Pizza ($23.95)
- Celtic Pride Chicken and Bacon Lunch Pizza ($24.35)
- Swayman’s Hot Honey Pepperoni Pizza ($24.95)
- Macaroni & Cheese Bites with Bacon Aioli ($11.35)
- Chicken wings ($14.25)
- The Tatum, crispy chicken cutlet sandwich with cheese, bacon, lettuce, tomato and special dressing ($12.95)
- Larry Bird, crispy chicken sandwich with cheese, lettuce, tomato, bacon and barbecue sauce ($11.95)
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