{"id":490,"date":"2026-01-28T23:41:38","date_gmt":"2026-01-28T23:41:38","guid":{"rendered":"https:\/\/montrosebusinesstimes.com\/?p=490"},"modified":"2026-01-29T15:43:53","modified_gmt":"2026-01-29T15:43:53","slug":"sold-out-meet-the-guys-behind-pruf-pizza-which-ran-out-of-slices-on-its-opening-weekend","status":"publish","type":"post","link":"https:\/\/montrosebusinesstimes.com\/es\/sold-out-meet-the-guys-behind-pruf-pizza-which-ran-out-of-slices-on-its-opening-weekend\/","title":{"rendered":"Sold Out: Meet the guys behind PRUF Pizza, which ran out of slices on its opening weekend"},"content":{"rendered":"

On their very first weekend in business, the guys behind PRUF Pizza did something most restaurants only hope for.<\/p>

<\/a><\/div>\n\n\n\n

They sold out \u2014 fast.<\/p>\n\n\n\n

A line wrapped outside the door and around the corner despite the snowy cold outside, and within hours, the shop had run through everything they had prepped. For founders Troy Ryder and Beau Miller, it was the realization of a vision years in the making.<\/p>\n\n\n\n

\"\"

From left, Beau Miller, Troy Ryder and Nate Gueck stand at the counter of their slice shop, PRUF Pizza. The shop sold out in the first couple hours of each of its first few days open. They hope the buzz will keep the momentum going into this next weekend of business. (Justin Tubbs | Montrose Business Times)<\/em><\/figcaption><\/figure>\n\n\n\n

\u201cI always wanted to see a line outside the door of a restaurant in Montrose,\u201d Ryder said. \u201cWhen it actually happened, it was like, \u2018Oh, this is actually happening.\u2019\u201d<\/p>\n\n\n\n

This weekend will mark PRUF Pizza\u2019s second week of operation out of a brick-and-mortar, and momentum doesn\u2019t appear to be slowing.<\/p>\n\n\n\n

PRUF is located at 345 E. Main St., inside the former Double Barrel Taco space, next door to Ray\u2019s Corner Caf\u00e9. The building owner, Ray Blanchard, is renting the space to the PRUF team \u2014 an opportunity Ryder and Miller say they\u2019re extremely grateful for.<\/p>\n\n\n\n

The shop is open Thursdays from 5\u20139 p.m., Fridays from 5 p.m.\u2013midnight, and Saturdays from noon\u2013midnight, or until they sell out. Nate Gueck, owner of Buddy\u2019s Smoke & Vape, is the financial backer behind the project.<\/p>\n\n\n\n

The business began as a pop-up operation at outdoor events, but even they didn\u2019t anticipate just how quickly the response would escalate once they opened a physical location.<\/p>\n\n\n\n

\u201cI kind of hoped for it, but I didn\u2019t expect it,\u201d Ryder said. \u201cIt was surreal to look back on all the work we put into it, all the failed pizzas, and finally see the vision actually happening.\u201d<\/p>\n\n\n\n

Ryder said it became clear early on opening night that they were in trouble \u2014 the good kind.<\/p>\n\n\n\n

\u201cNate was like, \u2018Hey man, people are lined up in the snow around the block,\u2019\u201d Ryder said. \u201cWe immediately were like, \u2018Okay, next week we have to up it.\u2019 We kind of figured (at that point) we\u2019re going to sell out every single day.\u201d<\/p>\n\n\n\n

During opening weekend, the shop sold about 12 whole pies per hour on average, Ryder said. Two of the days, they were completely sold out within two hours.<\/p>\n\n\n\n

\"\"
A close-up of PRUF\u2019s pepperoni New York-style pizza during a summer pop-up at the Montrose Farmers Market. (Justin Tubbs | Montrose Business Times file photo)<\/em><\/figcaption><\/figure>\n\n\n\n

Coming from operating a pop-up, they underestimated the buzz, and they didn\u2019t have enough pizza to satiate everyone\u2019s hunger.<\/p>\n\n\n\n

\u201cWe really thought people were just going to order one or two slices,\u201d Ryder said. \u201cWe didn\u2019t think people were going to be ordering whole pies like that.\u201d<\/p>\n\n\n\n

Now, the team is increasing production for its second week, aiming for roughly 160 pizzas across three days.<\/p>\n\n\n\n

\u201cThat\u2019s probably the peak with this space,\u201d Ryder said. \u201cWe will not be able to do more than that.\u201d<\/p>\n\n\n\n

Because of the limitations with their small rented kitchen space and oven, selling out may remain a regular occurrence.<\/p>\n\n\n\n

\u201cIf we\u2019re selling out with this, it\u2019s going to be consistent,\u201d Ryder said. \u201cPeople just need to show up early if they\u2019re very serious about eating the pizza.\u201d<\/p>\n\n\n\n

Years in the making<\/strong><\/p>\n\n\n\n

The PRUF concept has been quietly evolving for a couple years.<\/p>\n\n\n\n

\u201cOur first Instagram post was January 2024, when we were like, \u2018This is a great concept. This would be a cool name,\u2019\u201d Miller said.<\/p>\n\n\n\n

Actual dough development began at the same time without any concrete plan to open a restaurant.<\/p>\n\n\n\n

\u201cWe were just working on the dough,\u201d Miller said. \u201cNot even thinking about opening a pizza place.\u201d<\/p>\n\n\n\n

Neither Ryder nor Miller traveled extensively to traditional pizza cities while developing their recipes. Instead, Miller relied on instinct, personal expectations, and the internet.<\/p>\n\n\n\n

\u201cI just had to kind of be like, \u2018What would I expect out of the perfect slice?\u2019\u201d Miller said. \u201cAnd we hit it, decided to roll with it, and (Gueck) backed us blindly. He had never tried a single thing I\u2019d ever cooked and supported us 100%.\u201d<\/p>\n\n\n\n

That leap of faith paid off.<\/p>\n\n\n\n

\u201cIt was fulfilling to see people do like it,\u201d Miller said. \u201cThey will line up. They want it.\u201d<\/p>\n\n\n\n

\"\"
Frico the cat hangs in a window. It’s the mascot of PRUF Pizza. (Justin Tubbs | Montrose Business Times)<\/em><\/figcaption><\/figure>\n\n\n\n

Small kitchen, big standards<\/strong><\/p>\n\n\n\n

PRUF currently operates out of a compact kitchen with a small oven, a reality that requires the team to get innovative without cutting corners.<\/p>\n\n\n\n

\u201cYou saw what we\u2019re working with,\u201d Ryder said. \u201cIt\u2019s kind of crazy.\u201d<\/p>\n\n\n\n

Still, Ryder said the team refuses to compromise.<\/p>\n\n\n\n

\u201cWe will not sacrifice quality at all,\u201d he said. \u201cEvery single piece that comes out of here \u2014 the ingredients we use, we use them for a reason. If you change that, then we don\u2019t have the same slices.\u201d<\/p>\n\n\n\n

Even basic ingredients are locked in.<\/p>\n\n\n\n

\u201cIf we weren\u2019t able to get our flour, we couldn\u2019t open,\u201d Ryder said. \u201cIt\u2019s not getting changed.\u201d<\/p>\n\n\n\n

Their secret cheese blend includes white cheddar, which makes it unique, stretchy and tasty. <\/p>\n\n\n\n

\u201cThe idea was good stretch, not breaking at high temps,\u201d Ryder said. \u201cThen flavor that lingers and makes you want more. White cheddar was the answer.\u201d<\/p>\n\n\n\n

Their pepperoni is a beef-and-pork blend designed to cup and char. They make their own ranch, sauces, pepper blend, lemonade and chili honey in-house.<\/p>\n\n\n\n

\"\"
A ball of dough that has been prepared by PRUF co-founder Beau Miller. (Justin Tubbs | Montrose Business Times)<\/em><\/figcaption><\/figure>\n\n\n\n

\u201cEverything we can make ourselves, we do,\u201d Ryder said.<\/p>\n\n\n\n

The chili honey includes honey, chili oil, chilies, toasted garlic, and champagne vinegar. The lemonade is built from a proprietary blend of citrus designed.<\/p>\n\n\n\n

\u201cAll fresh herbs,\u201d Ryder said of the ranch. \u201cHighest quality we can get.\u201d<\/p>\n\n\n\n

Comfort for freaks<\/strong><\/p>\n\n\n\n

Beyond the food, PRUF\u2019s aesthetic stands out.<\/p>\n\n\n\n

Ryder describes it as old-school pizzeria meets alternative or punk.<\/p>\n\n\n\n

\u201cWe wanted to be an old school pizzeria, slice shop kind of thing,\u201d Miller said.\u00a0<\/p>\n\n\n\n

Ryder described it as \u201ccomfort.\u201d Miller jokingly added: \u201cComfort for freaks.\u201d<\/p>\n\n\n\n

Miller said the atmosphere is meant to feel welcoming and judgment-free.<\/p>\n\n\n\n

\u201cIt unconsciously gives people permission to just kind of be themselves,\u201d he said. \u201cIt\u2019s comfortable. It\u2019s chill. It\u2019s okay to be different. We\u2019re all here for the same thing \u2014 pizza.\u201d<\/p>\n\n\n\n

Ryder, who runs PRUF\u2019s social media, said feedback has been consistent.<\/p>\n\n\n\n

\"\"
PRUF co-founder Beau Miller, left, plays guitar while financial backer Nate Gueck, center, sings. They are two parts of the psychedelic punk garage band Drug School. (Provided photo)<\/em><\/figcaption><\/figure>\n\n\n\n

\u201cMost people are saying, \u2018I love the vibe. It\u2019s refreshing. The pizza\u2019s amazing,\u2019\u201d he said.<\/p>\n\n\n\n

The shop\u2019s branding features pizza boxes designed by the team, bold graphics and a mascot cat named Frico \u2014 inspired by a tattoo Miller already had. That cat is displayed on the front window.<\/p>\n\n\n\n

All three are creatives. Ryder is a graphic designer and artist. Miller and Gueck are in a psychedelic garage punk band together called Drug School<\/a>.<\/p>\n\n\n\n

Ryder\u2019s brother, Jesse, is lead content creator for a large tech company and has 599,000 followers on Facebook alone. He has been helping them with some of their online marketing, like the video in this link, highlighting their in-house ranch dressing<\/a>.\u00a0<\/p>\n\n\n\n

Decorating the walls are skateboards, old VHS tapes, music posters and stuff that has the vibe of a punk teenager\u2019s bedroom in the 1990s. <\/p>\n\n\n\n

They all see branding as the first conversation customers have with a business.<\/p>\n\n\n\n

\u201cI think your brand is what you say about your company when you\u2019re not there,\u201d Ryder said.<\/p>\n\n\n\n

\u201cIt\u2019s usually the customer\u2019s first interaction with your company before they even try your food,\u201d Miller said.<\/p>\n\n\n\n

He compares it to album artwork.<\/p>\n\n\n\n

\u201cYou used to buy a record and sit and look at the artwork while listening,\u201d Miller said. \u201cWe\u2019re trying to combine different sensory experiences again.\u201d<\/p>\n\n\n\n

\"\"
Some of the decor in the PRUF Pizza shop. (Justin Tubbs | Montrose Business Times)<\/em><\/figcaption><\/figure>\n\n\n\n

Passion before profit<\/strong><\/p>\n\n\n\n

PRUF recently lowered its slice price to $6.<\/p>\n\n\n\n

\u201cWhen everybody was okay paying seven, we lowered it,\u201d Ryder said. \u201cWe\u2019re not greedy. We\u2019re not trying to get rich. It opens up a market.\u201d<\/p>\n\n\n\n

Ryder notes that PRUF\u2019s 20-inch New York-style pizza is roughly twice the size of a standard chain pie.<\/p>\n\n\n\n

\u201cYou can kind of eat for a little more than chain prices, but the quality is way better,\u201d he said.<\/p>\n\n\n\n

The team\u2019s internal motto is simple.<\/p>\n\n\n\n

\"\"
The sign outside PRUF Pizza in downtown Montrose. (Justin Tubbs | MBT)<\/em><\/figcaption><\/figure>\n\n\n\n

\u201cEverything we do is going to be everything we love…\u201d Ryder said. \u201cIt\u2019s passion before profit. All the way across the board. And we really believe the profit\u2019s going to follow.\u201d<\/p>\n\n\n\n

Looking ahead<\/strong><\/p>\n\n\n\n

Ryder and Miller don\u2019t yet know where a future brick-and-mortar might land. They simply hope to grow into one.<\/p>\n\n\n\n

\u201cWe\u2019d love to be successful enough to get our own full brick-and-mortar with a proper kitchen,\u201d Ryder said.<\/p>\n\n\n\n

Future ideas include expanded menus, desserts, salads, live alternative music, and possibly brewing a small amount of house beer or cider.<\/p>\n\n\n\n

\"\"
PRUF co-founder Troy Ryder on a video call at the pizza shop on Tuesday. (Justin Tubbs | Montrose Business Times)<\/em><\/figcaption><\/figure>\n\n\n\n

\u201cThis is just the baseline,\u201d Ryder said. \u201cPeople don\u2019t even realize what\u2019s coming.\u201d<\/p>\n\n\n\n

They want to have live alternative music in their future space. They want to bring back Detroit-style pies, too. Something they served out of their pop-up stand. <\/p>\n\n\n\n

Despite the humble setup, Ryder is confident in the product.<\/p>\n\n\n\n

\u201cWe\u2019ll put our slice against any slice in the country,\u201d he said.<\/p>\n\n\n\n

For now, PRUF Pizza is focused on one thing: getting pizza out the door. And, judging by the opening weekend, giving Montrose something to line up for.<\/p>\n\n\n\n

Justin Tubbs is the Montrose Business Times editor. He can be reached by email at justin@montrosebusinesstimes.com or by phone at 970-765-0915 or mobile at 254-246-2260.<\/em><\/p>\n\n\n\n

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On their very first weekend in business, the guys behind PRUF Pizza did something most restaurants only hope for. They sold out \u2014 fast. A line wrapped outside the door and around the corner despite the snowy cold outside, and within hours, the shop had run through everything they had prepped. 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