Pizza Today - February 2018 - 18

Man on the Street
SCOTT WIENER

What's in a Name?
For those getting ready to open a pizzeria,
think hard about your name

B

efore I devoted my life to pizza, I
was a music guy. I played in rock
bands through high school and
college, hopping from drums to guitar to
whatever instrument I could fake my way
through. You've never heard of any of my
bands, but I'm sure you'd laugh if I told
you the names. The greatest challenge of
being in a band wasn't the songwriting or
performing, it was the process of selecting
a name. Distilling ourselves into a single
phrase was always frustrating because
of its importance. Just as a band name
represents its vision, your pizzeria's name
defines its entire identity.
When I hear the name of a new pizzeria, I make some subconscious assumptions. Common Italian words like
bella (beautiful), amici (friends), Napoli
(Naples), and fratelli (brothers) give me

1 8 / P I Z Z AT O D AY. C O M / F E B R UA R Y 2 0 1 8

very little information. If anything, they
sound like they're trying to project a veil
of false authenticity over an uninspired
cuisine.
When I'm unfamiliar with an Italian
term, the mystery is enticing. There's an
implied sophistication that comes with
unfamiliar foreign words, which makes me
think it's going to be a classy experience
rather than a quick slice joint.
The problem that comes with Italian names is pronunciation. It might not
matter once you're established, but initial
word of mouth can be damaged if one
can't easily spell the name of a pizzeria
after hearing about it on the sidelines at
the kids' soccer game.
Eponymously naming a pizzeria
has been common since the first shops
opened in Naples. Here in New York City,

you can't walk two blocks without
bumping into a Joe's, Gina's, Luigi's
or Ray's Pizzeria. This classic motif
feels trustworthy because the owner
isn't hiding behind the anonymity of
a manufactured name. The obvious
problem here is confusion. Try looking up the address of Joe's, Gina's,
Luigi's or Ray's. It's impossible
because there are so many of each.
This kind of thing wasn't a problem
just a couple decades ago when your
local pizzerias were the only ones
that mattered. Now the Gina's Pizzeria in Oshkosh pops up when I'm
searching Facebook for the Gina's
Pizzeria two miles from my apartment in Brooklyn. Clarity has been
lost, as the Internet has blurred the
line between local and distant.
Luckily for us, the Internet has
also been beneficial in the naming process. A quick search can tell
you if a URL, Twitter, Facebook or
Instagram handle are available. Don't
make the mistake of printing up signage only to find out you can't get the
right social media accounts. The five
minutes it takes to research will help
big time in the long run, particularly
if you have any interest in expanding into additional markets via new
locations or franchising. And even if
you don't plan on ever leaving your
neighborhood, someone could come
along and force you out of the name
you worked so hard to build when
they decide your business is interfering with theirs.
Naming your pizzeria identifies your concept long before you
sell your first pie. Be sure to think
through the process before making a
mistake that could inhibit your ability
to sell the food you love to the people
who love it. ■
SCOTT WIENER is the founder of Scott's
Pizza Tours in New York City and
SliceOutHunger.org.

JOSH KEOWN


http://www.SliceOutHunger.org http://www.PIZZATODAY.COM

Pizza Today - February 2018

Table of Contents for the Digital Edition of Pizza Today - February 2018

Pizza Today - February 2018
Commentary
Contents
Contributors
Expo Spotlight
Interact
Conversation
Man on the Street
Tony’s Trending Recipe
At Your Service
Destinations
Knead to Know
Family Friendly
Flavored Pasta
Sun-Dried Tomatoes
Dried Herbs
E-Mail Marketing
Food Cost Basics
Road to Pizza Expo
Five Can’t-Miss Expo Events
Pizza Today on the Road: Galactic Pizza Minneapolis, Mn
Pizza Today on the Road: King Dough Bloomington, in
Preferred Supplier
Product Showcase
Pizza Today Yellow Pages
The Marketplace
Reader’s Resource
Mike’s Monthy Tip
Pizza Today - February 2018 - CT1
Pizza Today - February 2018 - CT2
Pizza Today - February 2018 - Pizza Today - February 2018
Pizza Today - February 2018 - Cover2
Pizza Today - February 2018 - Commentary
Pizza Today - February 2018 - 4
Pizza Today - February 2018 - 5
Pizza Today - February 2018 - 6
Pizza Today - February 2018 - 7
Pizza Today - February 2018 - Contents
Pizza Today - February 2018 - 9
Pizza Today - February 2018 - Contributors
Pizza Today - February 2018 - 11
Pizza Today - February 2018 - Expo Spotlight
Pizza Today - February 2018 - 13
Pizza Today - February 2018 - Interact
Pizza Today - February 2018 - 15
Pizza Today - February 2018 - Conversation
Pizza Today - February 2018 - 17
Pizza Today - February 2018 - Man on the Street
Pizza Today - February 2018 - 19
Pizza Today - February 2018 - Tony’s Trending Recipe
Pizza Today - February 2018 - 21
Pizza Today - February 2018 - At Your Service
Pizza Today - February 2018 - 23
Pizza Today - February 2018 - Destinations
Pizza Today - February 2018 - 25
Pizza Today - February 2018 - Knead to Know
Pizza Today - February 2018 - 27
Pizza Today - February 2018 - 28
Pizza Today - February 2018 - 29
Pizza Today - February 2018 - Family Friendly
Pizza Today - February 2018 - 31
Pizza Today - February 2018 - 32
Pizza Today - February 2018 - 33
Pizza Today - February 2018 - Flavored Pasta
Pizza Today - February 2018 - 35
Pizza Today - February 2018 - 36
Pizza Today - February 2018 - 37
Pizza Today - February 2018 - Sun-Dried Tomatoes
Pizza Today - February 2018 - 39
Pizza Today - February 2018 - 40
Pizza Today - February 2018 - 41
Pizza Today - February 2018 - Dried Herbs
Pizza Today - February 2018 - 43
Pizza Today - February 2018 - 44
Pizza Today - February 2018 - 45
Pizza Today - February 2018 - E-Mail Marketing
Pizza Today - February 2018 - 47
Pizza Today - February 2018 - 48
Pizza Today - February 2018 - 49
Pizza Today - February 2018 - Food Cost Basics
Pizza Today - February 2018 - 51
Pizza Today - February 2018 - 52
Pizza Today - February 2018 - 53
Pizza Today - February 2018 - Road to Pizza Expo
Pizza Today - February 2018 - 55
Pizza Today - February 2018 - Five Can’t-Miss Expo Events
Pizza Today - February 2018 - 57
Pizza Today - February 2018 - 58
Pizza Today - February 2018 - 59
Pizza Today - February 2018 - Pizza Today on the Road: Galactic Pizza Minneapolis, Mn
Pizza Today - February 2018 - 61
Pizza Today - February 2018 - 62
Pizza Today - February 2018 - 63
Pizza Today - February 2018 - Pizza Today on the Road: King Dough Bloomington, in
Pizza Today - February 2018 - 65
Pizza Today - February 2018 - 66
Pizza Today - February 2018 - 67
Pizza Today - February 2018 - Preferred Supplier
Pizza Today - February 2018 - 69
Pizza Today - February 2018 - 70
Pizza Today - February 2018 - 71
Pizza Today - February 2018 - 72
Pizza Today - February 2018 - 73
Pizza Today - February 2018 - 74
Pizza Today - February 2018 - 75
Pizza Today - February 2018 - 76
Pizza Today - February 2018 - 77
Pizza Today - February 2018 - 78
Pizza Today - February 2018 - 79
Pizza Today - February 2018 - 80
Pizza Today - February 2018 - 81
Pizza Today - February 2018 - 82
Pizza Today - February 2018 - 83
Pizza Today - February 2018 - 84
Pizza Today - February 2018 - 85
Pizza Today - February 2018 - 86
Pizza Today - February 2018 - 87
Pizza Today - February 2018 - Product Showcase
Pizza Today - February 2018 - 89
Pizza Today - February 2018 - 90
Pizza Today - February 2018 - Pizza Today Yellow Pages
Pizza Today - February 2018 - 92
Pizza Today - February 2018 - 93
Pizza Today - February 2018 - 94
Pizza Today - February 2018 - 95
Pizza Today - February 2018 - 96
Pizza Today - February 2018 - 97
Pizza Today - February 2018 - 98
Pizza Today - February 2018 - The Marketplace
Pizza Today - February 2018 - 100
Pizza Today - February 2018 - 101
Pizza Today - February 2018 - 102
Pizza Today - February 2018 - 103
Pizza Today - February 2018 - 104
Pizza Today - February 2018 - 105
Pizza Today - February 2018 - 106
Pizza Today - February 2018 - 107
Pizza Today - February 2018 - 108
Pizza Today - February 2018 - 109
Pizza Today - February 2018 - 110
Pizza Today - February 2018 - 111
Pizza Today - February 2018 - 112
Pizza Today - February 2018 - Mike’s Monthy Tip
Pizza Today - February 2018 - 114
Pizza Today - February 2018 - Cover3
Pizza Today - February 2018 - Cover4
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