grimaldi's and julianna's are the strongholds on this side of the street.s armed with enough ovens to feed an army. >> we have an arsenal of ovens to give us anything from 500 and above pies a day. >> reporter: grimaldi's not intimidated by the newcomer. >> our oven is the most important thing that makes it different than everyone else. our pizza is still ours. their pizza is theirs, and people can choose. >> reporter: and even embracing the potential for more business. >> maybe it will draw more people to the area, and maybe people will want to go and taste all three of the pizzarias and do a taste test. >> reporter: julianna's also welcoming the challenger. >> it's absolutely a friendly competition. it is not a pizza war. they could bring more people into the neighborhood. and now this is even more of a pizza mecca than it was just a week ago. that's what we were hoping. that's what we expect. >> reporter: customers at all three just hungry for a taste of new york. >> i mean, you just got to try them all and see what you like the most. >> grimaldi's is de