The building has a history dating back to the 18th century, originally built as a tavern and later owned by Dipoline Manufacturing Company before becoming a pizzeria.

In 2011, Grimaldi announced he was coming out of retirement at the age of 80, but was unable to open a restaurant in his own name due to selling his brand rights.

"[8] In late 2016, Zagat named the restaurant the best place in New York City to get pizza, with Business Insider describing the staple food item as "coal-fired pies in simple, classic varieties, including margherita topped with tomato, mozzarella, and basil, and white pizza smothered in mozzerella and garlic.

About Juliana's, the magazine wrote that "served with a (traditional) spoon and a garnish of adorable rainbow sprinkles, these cannoli brighten up the area’s permafrost of tourist gridlock, and even add irresistible levity to the block’s fabled and protracted pizza wars.

"[17] According to ABC[8] and CNN, the restaurant's "signature" pizza is the "classic margherita" with San Marzano tomatoes, mozzarella, and basil.