The Rise of Jhy Coulter’s Devoured Pizza

UMKC alum's senior project kicked off the pop-up pizzeria concept
Devoured Pizza's Jhy Coutler placing pizza into the oven.

When Jhy Coutler (B.A. '17) turned in her design senior project in 2017, there was no way of knowing the concept would be brought to life just four years later. What initially started as slinging pizzas in her backyard has turned into a pop-up pizzeria that can be spotted at various Kansas City businesses, including the recent Roos Mobb event at MADE MOBB.

We talked to Coutler about Devoured’s journey, from winning a Hulu cooking show competition to her future brick-and-mortar concept that plans to open in 2024.

What did you study at UMKC and how has that helped you with creating Devoured Pizza?

I studied studio art with an emphasis in graphic design . For our senior project, we were asked to create our own magazine. I decided to create a foodie magazine concept and named it Devoured. Once I graduated, I decided to start an Instagram account with the concept, Devoured Magazine, to bring the concept to life. I cooked different foods and shared it on the account to highlight what I was making.

In 2019, I won a pizza oven and that helped me to decide to dive into the pop-up the business with Devoured Pizza. It also helped that I had the experience, as I used to work at a local pizzeria in town during my time at UMKC.

It is funny how my senior project helped kickstart the whole concept of Devoured. It was like a blessing in disguise. My experiences at UMKC also helped me feel confident enough to continue my journey in design. Right now, I still do all the marketing and design for Devoured.

Devoured Pizza''s Jhy Coutler tosses pizza dough in the air.

You were recently on Hulu’s “Best in Dough” pizza making competition show (Episode 5: “Pop Goes the Pizza”). What was that experience like?

It was incredible. Honestly, I am still in shock that it happened and that I actually won both rounds. It was my first time being on TV like that, so it was slightly nerve wracking. I grew up watching Food Network and Chopped as a kid, but the experience made me realize how intense it was. For the first round, we only had 20 minutes to make a pizza! But, I had so much fun, and I would love to be on another show. It was just a thrilling experience overall.

A brick-and-mortar called Orange By: Devoured is in the works. Tell us more about it.

I like to think of Devoured as a concept umbrella and Orange By: Devoured as a micro-concept under it. It will be a small shop that feels like a community hub. I chose Orange as it’s a vibrant and positive color and I want people to feel that way when they visit. I also like that it is not a typical pizza shop name, as we plan to serve tapas and other small plates. Orange By: Devoured is important to me because I want to be able to create smaller concepts and play around with Devoured as a whole. I’m excited for people to come in and try new things.

Orange By: Devoured will be located at Martini Corner with an expected opening of Spring 2024.

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Published: Nov 7, 2023

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