Devoured Pizza rising into brick-and-mortar space with elevated concept, revenue sharing campaign

Devoured Pizza is on a mission to change the way people eat pizza in Kansas City, Jhy Coulter said, and the community has the opportunity to get involved now more than ever. 

“Food in Kansas City is evolving. It’s getting better and better, and I want to be part of that. Pizza is this canvas that you can be really creative with,” said Coulter, the founder of Devoured Pizza and champion of Hulu’s “Best in Dough” pizza making competition.

“You’re not going to see our butternut squash puree in another pizzeria,” she continued. “You’re not going to see our jalapeno bacon jam or black garlic ricotta. We’re creating pizza in a way that’s welcoming and not pretentious; it’s just good food, and we’re happy to do it.”

Click here to check out Devoured Pizza.

Devoured Pizza team preparing pizza dough. Photo by Sarah Kendrick

Making a name for herself in the pop-up community since 2020, Coulter is expanding Devoured Pizza to a brick-and-mortar location at Martini Corner with Orange By: Devoured — a micro concept under Devoured Pizza. Martini Corner already is home to such popular local businesses as Made in KC Cafe, The Black Pantry and Ludo’s.

“Coming from a pop up, I didn’t want to expand too quickly and burn myself out,” Coulter explained. “I wanted to lay down some systems, get a team together and start building from that; so Orange By: Devoured is a way for us to create that neighborhood pizza shop environment but on a smaller scale through our small plates.” 

The most challenging part of Coulter’s journey with Devoured Pizza and Orange By: Devoured thus far has been raising capital, she admitted.

“Trying to find investors who can help get us to this next level is hard; it really is,” she said. “I’ve applied for grants and participated in pizza competitions. I’ve done a lot of different things to help get the funding we need. I don’t care if I have to cut off a leg — I’m going to open up a restaurant.” 

Coulter partnered with Mainvest — a licensed funding portal that offers investments through crowdfunding — to secure $75,000 of funding for Orange By: Devoured. Individuals do not need to be experienced investors to invest through Mainvest.

“Mainvest is centralized in helping small businesses get investments from your community and sometimes outside of your network too,” Coulter said. “We have someone from Massachusetts who just really liked our concept and invested in us.”

Click here to invest in Orange By: Devoured through Mainvest.

Unlike a GoFundMe page, those who invest through Mainvest will receive their money back through revenue sharing as Orange By: Devoured makes money. It is a $100 minimum to invest through Mainvest. Orange By: Devoured must hit their $75,000 goal by April 14, or everyone who has invested will get their money back.

“We are really pushing our Mainvest for the next few weeks,” Coulter said. “It is a great way for community members to be a part of our building blocks.”

For those who do not wish to utilize Mainvest or want to donate less than $100, Coulter made a GoFundMe page that she will then add to the Orange By: Devoured Mainvest campaign at the end. Those who give money through GoFundMe are donating — not investing — and will not earn money back. 

Click here to donate to the GoFundMe Page.

Tapas and vision boards 

Orange By: Devoured is inspired by Coulter’s travels to Spain with her partner, Brit Estes. There, the couple was introduced to Spanish tapas restaurants and bars.

Devoured Pizza’s Kale Pizza. Photo by Jhy Coulter

“I love how they’re able to function in small, intimate spaces,” Coulter said, noting that her space is set to have around eight seats. “You order a few tapas, a couple drinks and then you’re off to the next bar. Orange By: Devoured is that concept with pizza and a few small plates.”

Pop-ups are a fun and inviting way to meet the community, Coulter noted, but they do not allow for a more expansive menu that a brick and mortar does.

“We want to highlight our gambas al ajillo [or Spanish garlic shrimp], our risotto bites made with lemon, rosemary and mushroom, and then we have these Portuguese carrots,” Coulter said. “It’s simple, high quality food, and I’m super excited to share those dishes with everyone because we haven’t been able to pull that off with the pops ups.”

In the early stages of development for Orange By: Devoured, Coulter is anticipating a grand opening in summer or fall 2023.

Having a space of her own is something Coulter has imagined throughout her culinary and previous design career, she shared. 

“I didn’t realize I was doing this, but I’ve been collecting business cards and menus from places I would travel to,” Coulter said. “I have this board in my studio I’ve put everything on throughout the years, and I can see how I’ve been obsessed with the idea of these concepts and spaces. I just love going to a new place, trying their food, checking out how they write their menu and the design. It’s representative of the owner’s style, and I want to be part of that.”

Jhy Coulter, Devoured Pizza; David Lee, Pizza Jawn; Miriam Weiskind, Zhar Report; Photo courtesy of Hulu

‘Best in Dough’

Wells Adam, Millie Peartree, Jhy Coulter and Daniele Uditi; Photo courtesy of Hulu

Hulu’s “Best in Dough” pizza making competition premiered September 2022 with Coulter representing Devoured Pizza and Kansas City. She competed in episode 5 — “Pop Goes the Pizza” — against other pop-up pizza businesses in Philadelphia and New York City. 

“I definitely felt like the underdog,” Coulter shared. “… These bigger cities are always represented in culinary circles, so it was powerful to pull out the wins — and win for Kansas City.”

Coulter won both rounds 1 and 2, taking home $10,000. 

“It was a crazy experience, and I just feel so grateful to have shared my food with these important chefs like Daniele U’Diti and Millie [Peartree],” Coulter said. “I would love to do it again. I love TV and being part of that world is such a unique experience.”

 

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Slice of small businesses 

Devoured Pizza got its start as a backyard pizza pop up during the COVID pandemic and has transformed into an entire community of pizza lovers and other small businesses owners, Coulter shared. 

“It’s mind blowing,” she said. “I can’t imagine Devoured without this community. We wouldn’t be anything. I think the tight-knit community of business owners is really what makes Kansas City special. It really helps when you’re struggling or having a rough time or feeling overwhelmed, to know that you have someone to share that with.”

Click here to read more about how Jhy Coulter got her start with Devoured Pizza. 

Jhy Coulter’s board of business cards, menus, photos and designs that she has collected throughout the years.

As Coulter is stepping into the brick-and-mortar space, she has relied on advice from others who have gone through the process successfully, such as Jackie Nguyen from Cafe Cà Phê and Richard Garcia from Big Mood Wines.

“Richard from Big Mood — he’s the homie; we work together to try and think of new ideas,” Coulter said. “Jackie has been such a great resource and friend. … Building those friendships, and also being business owners, creates this family aspect to it. It’s a very inclusive, judgment-free zone.”

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Devoured Pizza is popping up at Cafe Cà Phê in Columbus Park  from noon to 4 p.m. Saturday, March 25 for Free Pizza Day. Coulter encouraged the community to swing by for a free slice.

“Our third year anniversary of Devoured is coming up in early April, and we thought this would be the perfect time to share some pizza and have some fun,” Coulter said. “Anyone is invited, and we’d love for people to come out and enjoy themselves. We have so much love to share.”