Today we’d like to introduce you to Deejay Belden.
Deejay, we appreciate you taking the time to share your story with us today. Where does your story begin?
I never set out to own a pizza shop. Before O/B Slices, I worked as a commercial plumbing estimator. It was a stable career, pizza started as a hobby. Ironically, I used to hate baking. The more I learned, the more obsessed I became not just with making pizza, but with understanding every detail behind it. I found myself spending countless hours researching fermentation, flour, ovens, and technique, always chasing the next improvement. What began as curiosity slowly turned into a passion.
When I finally decided to take the leap and open O/B Slices in Alton, Illinois, I wanted to create something that reflected that obsession with craftsmanship. We make as much as we can from scratch because I believe the little details matter. I’d rather make less food exceptionally well than make more food just to increase volume.
Thankfully, the community embraced what we were trying to build. Seeing people line up for slices, come back week after week, and support a small independent shop has been incredibly humbling. We’ve been fortunate to receive recognition beyond what I ever expected, but I still approach every day feeling like I have a lot to learn.
Can you talk to us a bit about the challenges and lessons you’ve learned along the way. Looking back would you say it’s been easy or smooth in retrospect?
Absolutely not. Like most small businesses, there have been plenty of moments where I questioned whether I was making the right decision.
Starting O/B Slices meant leaving a stable career and investing everything into an idea I believed in. Financially, there were times when every dollar mattered. In the beginning, I was doing everything myself, making dough, prepping ingredients, taking orders, washing dishes, cleaning, managing inventory, handling marketing, and trying to figure out the business side of things all at once. There really isn’t an “off” switch when it’s your business.
One of the biggest challenges has been learning to balance quality with growth. It’s easy to expand too quickly or cut corners to meet demand, but I’ve always believed consistency is more important than quantity. There were plenty of opportunities to make things easier, but those shortcuts usually came at the expense of the product or the experience, and that’s never been something I was willing to compromise.
There have also been plenty of mistakes. Every challenge has forced me to learn something new, whether it was about fermentation, equipment, finances, or simply becoming a better leader.
Alright, so let’s switch gears a bit and talk business. What should we know about your work?
At O/B Slices, we specialize in handcrafted pizza built around technique, fermentation, and quality ingredients. While our style is inspired by New York pizza, it’s also influenced by Neapolitan traditions and my own approach to dough, so it’s become something that’s uniquely ours. Every component, from the dough to our sauces and dressings is approached with the same mindset: if we can make it better ourselves, we will.
What we’re probably known for is creativity and attention to detail. I’m obsessive about the process because I believe that’s what separates a good pizza from one people remember. Every decision, from the flour we use to how long the dough ferments or how a pizza is baked, is intentional. I don’t believe there are shortcuts to making great food.
I think what truly sets O/B Slices apart is our philosophy. We’re not trying to be the biggest pizza shop or the fastest growing one. We’d rather make a limited number of pizzas exceptionally well than sacrifice quality to sell more. That commitment shapes every decision we make. I still approach every day as a student of the craft, always looking for ways to improve.
What would you say have been one of the most important lessons you’ve learned?
The biggest lesson I’ve learned is that you never really arrive.
When I first started, I thought there would be a point where I’d finally feel like I had everything figured out. Instead, every answer seems to uncover three new questions. The more I’ve learned about pizza, business, and leadership, the more I’ve realized how much there still is to learn.
That’s become one of my favorite parts of this journey. I think the day you believe you’ve mastered your craft is the day you stop growing. Whether it’s refining a dough recipe, improving a system, or becoming the type of owner people can be proud to work side by side with.
I’ve also learned that consistency beats perfection. Customers don’t come back because you had one incredible day, they come back because they know what to expect every time they walk through the door. Building systems, paying attention to the small details, and showing up every day with the same level of care has probably been the most valuable lesson of all.
I’m still learning every single day, and honestly, I hope that never changes. I think staying curious is one of the biggest reasons we’ve gotten to where we are, and it’s what will keep pushing O/B Slices forward.
Contact Info:
- Website: https://www.obslices.com
- Instagram: https://www.instagram.com/obslices
- Facebook: https://www.facebook.com/Obslices/
