Feeding Frenzy of Food Journalists Descends on K! Pizzacone

Just this afternoon I found myself standing in a long line that snaked out the door of a new pizza parlor opposite the Empire State Building. When I say new, I mean really new--the joint had only been open for a few hours. Have I gone insane? I thought as my wait went from 15 minutes to 30 minutes to three-quarters of an hour.

This was not any pizza parlor, of course. It was K! Pizzacone (punctuation theirs), a place relentlessly hyped and speculated over on foodie websites. K! Pizzacone's distinction is obvious enough in the name: The slices of pizza come out shaped like cones.

Basically, the process involves taking a prefabricated cone of pre-cooked pizza crust, filling it up from a series of stainless-steel tubs that contain roughly two dozen substances, and chucking it into a convection oven for four or five minutes. Some toppings contained in the tubs--like mozzarella, ham, and jalapeno peppers--might be expected, while others--berries, banana flambé, and scrambled eggs - seem relatively unusual in the expanding universe of pizza.

It must have taken a lot of chutzpah to introduce this pizza variation in the pizza capital of the world. Or maybe the proprietors knew that the combination of novelty and relentless hype would draw culinary curiosity seekers like flies to -- well, never mind.

I waited in line behind a couple of tourists from Boise, Idaho. They were frankly confused by the mobs inside and out of K! Pizzacone. Moreover, at various times there were as many as three or four food writers with cameras snapping away and carefully taking notes, as if they were witnessing the Academy Awards. Others were proudly tweeting their participation in this momentous event.