A plaque remaining from the Big Apple Night Club at West 135th Street and Seventh Avenue in Harlem.

Above, a 1934 plaque from the Big Apple Night Club at West 135th Street and Seventh Avenue in Harlem. Discarded as trash in 2006.

Recent entries:
“Swimming isn’t a sport. Swimming is a way to keep from drowning” (10/22)
“Time kills all deals” (10/22)
Entry forthcoming—B.P. (10/22)
“New York stabs you in the heart; Los Angeles stabs you in the back” (10/22)
“If the military wanted you to have a family, they’d have issued you one” (10/22)
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Entry from June 17, 2006
“In Crust We Trust” (Denino’s)
Denino's pizzeria on Staten Island has the slogan "In Crust We Trust." Many people say it's the best pizza in New York.

http://newyork.citysearch.com/review/7209545
Denino's Pizzeria Tavern
524 Port Richmond Ave
Staten Island, NY 10302-1721
(718) 442-9401
Cross Street: Hooker Place

Editorial Profile
Family-run pizza tavern that serves simple, excellent pies.
(...)
In Crust We Trust
Posted by mblaze on 05/06/2004
3 out of 3 people found this review helpful
That's their motto and their claim to fame. The absolutely BEST pizza crust in New York City and possibly the world.

http://www.sliceny.com/archives/countries/us/new_york/nyc/staten_island/port_richmond/
Denino's (New York Times)
Frank Bruni turns his meal into an adventure, sailing the seas to Staten Island's Denino's. He comes away with this review.
(...)
Denino's has been operating in the Port Richmond section of Staten Island for more than five decades. Its name and legend pop up from time to time in the more comprehensive journalistic surveys of pizza throughout the five boroughs. Food cognoscenti occasionally mention it, just to show how all-encompassing their awareness is.
(...)
The pizza: great and merely good, depending on how many toppings it had. The plain cheese-and-tomato pizza wore its skin tightly, with a sheen that was slightly oily without being remotely greasy. Pepperoni slices had the same formidable virtues.

But Denino's trademark meatball, onions and ricotta pizza was gloppy and chaotic, and the tomato-less pizza with mozzarella, onions and garlic needed more onions, garlic and seasoning than it had.

All of those pizzas, from a brick oven, had terrific crusts, slender and sturdy, that lived up to the aphorism printed on Denino's takeout boxes: "In crust we trust."

In crust we trust. Heh. We'll have to pick up one of those take-out boxes to add to our growing library of pizza memorabilia.

Nice review. It makes me want to hop the ferry myself.

Entry by adam | September 04, 2004 |

http://www.bookofjoe.com/2004/10/in_crust_we_tru.html
October 03, 2004
'In crust we trust'
Aphorism printed on the takeout boxes at Denino's Pizzeria Tavern in Staten Island, New York.

It's a nominee for the 2004 bookofjoe Best Slogan Award.

Denino's has been run by the original founders and their descendants since 1937, in the Port Richmond section of Staten Island.

People even come all the way from Brooklyn, and sometimes Manhattan.

Citysearch rates it 9.7 out of 10: pretty impressive.

Frank Bruni, the New York Times restaurant critic, took the Staten Island Ferry with some friends to check it out recently, and wrote about the pizza, "Great, with a terrific crust from the brick oven."

(Trademark)
Word Mark DENINO'S
Goods and Services IC 042. US 100 101. G & S: restaurant services. FIRST USE: 19510901. FIRST USE IN COMMERCE: 19930101
Mark Drawing Code (1) TYPED DRAWING
Design Search Code
Serial Number 75548143
Filing Date September 4, 1998
Current Filing Basis 1A
Original Filing Basis 1A
Published for Opposition December 14, 1999
Registration Number 2325615
Registration Date March 7, 2000
Owner (REGISTRANT) Richmond Avenue Gardens, Inc. DBA Denino's Tavern and Pizzeria CORPORATION NEW YORK 524 Port Richmond Avenue Staten Island NEW YORK 10302
Attorney of Record Lynette Silvestri
Type of Mark SERVICE MARK
Register PRINCIPAL-2(F)
Affidavit Text SECT 15. SECT 8 (6-YR).
Other Data The name "DENINO" displayed in the mark identifies a living individual whose consent is of record.
Live/Dead Indicator LIVE

Posted by Barry Popik
Restaurants/Bars/Bakeries/Food Stores • (0) Comments • Saturday, June 17, 2006 • Permalink