Pizza Today - March 2019 - 18

Man on the Street
SCOTT WIENER

Where
I See
Pizzerias
Fail

A

s you're reading this you're either
on your way to Pizza Expo, currently at Pizza Expo, reminiscing
about the great time you had at Pizza
Expo, or experiencing Expo FOMO.
Everyone who has ever attended knows
that it's impossible to experience every
product, panel and demo on the schedule,
so I'm using this month's column to give
a summary of my New Operator Monday
seminar about common mistakes I've
seen made by new pizzerias (and sometimes even established ones). There's a
lot to think about when opening a new
restaurant and you're bound to trip on
your feet along the way, but you can easily
avoid some big mistakes by learning from
the mistakes of others. Here are four of
the 10 major fumbles mentioned in my
seminar:
SOUR PARTNERSHIPS. There are too

many idioms about the pitfalls of business partnerships to fit on one page, so
I'll leave you with this horrifying
example: I recently visited a pizzeria that
had made several extremely important
decisions based on the urging of one
partner. Just one month after opening,
that partner split and the pizzeria was
left with the wrong name and the wrong
location. Now they've been forced to
rebrand and figure out a way to salvage
a lease. Partnerships are tricky, so make
sure you put everything in black and
white with nothing left to chance, even if
you're going into business with someone
you've known for a long time.
1 8 / P I Z Z AT O D AY. C O M / M A R C H 2 0 1 9

REVIEW DRAMA. Even if you're
running the best pizzeria on Earth,
you're going to get negative reviews.
I've met pizzeria owners who refuse
to read their reviews, but leaving bad
ones unanswered implies to everyone reading them that the writer is
correct and you don't care about their
disappointment. On the other hand,
replying with anger and aggression
will only make you look bad. A brief
and sincere response from an owner
who cares about their customers goes
a long way to show other users of the
review site who they'll be supporting
when they patronize your pizzeria.
SOCIAL MEDIA FLUBS. I love that
social media has allowed everyone to
be a part of the global pizza community, but it's also gotten several
pizzerias into hot water. Remember
that every photo, tweet and comment
you post is now in the public record,
so be careful what you say. Did you
really want to use that kind of language? Did you intend to make that
political statement on behalf of your
entire business, or did you just forget
to switch accounts? Is that really the
best photo of your pizza? Make some

guidelines for yourself and anyone you
hire to run your social accounts.
TRAINING. I recently had an operator tell me that their customers should
not expect consistency because every
pizza maker has their own style. I
almost choked on my slice. You didn't
hire someone to make THEIR pizza;
you hired them to make YOUR pizza.
Individual style is great for some businesses, but customers like restaurants
with consistent food. Not everyone is
going to remember that Donna makes
the best pizzas and she only works on
Thursdays and Sundays. And if that's
what they do remember, it's not very
good for the other days of the week.
Opening a new pizzeria is a project
that will pull you in a dozen different
directions at the same time. It's easy
to lose focus on important parts, so
I hope that learning from the mistakes of others will help you navigate
toward the right practices for your
business. ■
SCOTT WIENER is the founder of Scott's
Pizza Tours in New York City and
SliceOutHunger.org.

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

Pizza Today - March 2019

Table of Contents for the Digital Edition of Pizza Today - March 2019

Pizza Today - March 2019
Commentary
Contents
Contributors
Expo Spotlight
Interact
Conversation
Man on the Street
Tony’s Trending Recipe
Road to Pizza Expo
Destinations
Knead to Know
Learning From Others
Non-Traditional Locations
Pizza Expo Preview
Pizza Head, St. Louis
Mozzapi, Louisville
Preferred Supplier
Pizza Today Yellow Pages
The Marketplace
Reader’s Resource
Pizza Today - March 2019 - CT1
Pizza Today - March 2019 - CT2
Pizza Today - March 2019 - Pizza Today - March 2019
Pizza Today - March 2019 - Cover2
Pizza Today - March 2019 - Commentary
Pizza Today - March 2019 - 4
Pizza Today - March 2019 - 5
Pizza Today - March 2019 - Contents
Pizza Today - March 2019 - 7
Pizza Today - March 2019 - 8
Pizza Today - March 2019 - 9
Pizza Today - March 2019 - Contributors
Pizza Today - March 2019 - 11
Pizza Today - March 2019 - Expo Spotlight
Pizza Today - March 2019 - 13
Pizza Today - March 2019 - Interact
Pizza Today - March 2019 - 15
Pizza Today - March 2019 - Conversation
Pizza Today - March 2019 - 17
Pizza Today - March 2019 - Man on the Street
Pizza Today - March 2019 - 19
Pizza Today - March 2019 - Tony’s Trending Recipe
Pizza Today - March 2019 - 21
Pizza Today - March 2019 - Road to Pizza Expo
Pizza Today - March 2019 - 23
Pizza Today - March 2019 - Destinations
Pizza Today - March 2019 - 25
Pizza Today - March 2019 - Knead to Know
Pizza Today - March 2019 - 27
Pizza Today - March 2019 - 28
Pizza Today - March 2019 - 29
Pizza Today - March 2019 - 30
Pizza Today - March 2019 - 31
Pizza Today - March 2019 - 32
Pizza Today - March 2019 - 33
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Pizza Today - March 2019 - 49
Pizza Today - March 2019 - 50
Pizza Today - March 2019 - 51
Pizza Today - March 2019 - 52
Pizza Today - March 2019 - 53
Pizza Today - March 2019 - 54
Pizza Today - March 2019 - 55
Pizza Today - March 2019 - Learning From Others
Pizza Today - March 2019 - 57
Pizza Today - March 2019 - 58
Pizza Today - March 2019 - 59
Pizza Today - March 2019 - Non-Traditional Locations
Pizza Today - March 2019 - 61
Pizza Today - March 2019 - 62
Pizza Today - March 2019 - 63
Pizza Today - March 2019 - Pizza Expo Preview
Pizza Today - March 2019 - 65
Pizza Today - March 2019 - 66
Pizza Today - March 2019 - 67
Pizza Today - March 2019 - Pizza Head, St. Louis
Pizza Today - March 2019 - 69
Pizza Today - March 2019 - 70
Pizza Today - March 2019 - 71
Pizza Today - March 2019 - 72
Pizza Today - March 2019 - 73
Pizza Today - March 2019 - Mozzapi, Louisville
Pizza Today - March 2019 - 75
Pizza Today - March 2019 - 76
Pizza Today - March 2019 - 77
Pizza Today - March 2019 - 78
Pizza Today - March 2019 - 79
Pizza Today - March 2019 - Preferred Supplier
Pizza Today - March 2019 - 81
Pizza Today - March 2019 - 82
Pizza Today - March 2019 - 83
Pizza Today - March 2019 - 84
Pizza Today - March 2019 - 85
Pizza Today - March 2019 - 86
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Pizza Today - March 2019 - 106
Pizza Today - March 2019 - 107
Pizza Today - March 2019 - 108
Pizza Today - March 2019 - 109
Pizza Today - March 2019 - Pizza Today Yellow Pages
Pizza Today - March 2019 - 111
Pizza Today - March 2019 - 112
Pizza Today - March 2019 - 113
Pizza Today - March 2019 - 114
Pizza Today - March 2019 - 115
Pizza Today - March 2019 - 116
Pizza Today - March 2019 - The Marketplace
Pizza Today - March 2019 - 118
Pizza Today - March 2019 - 119
Pizza Today - March 2019 - 120
Pizza Today - March 2019 - 121
Pizza Today - March 2019 - 122
Pizza Today - March 2019 - 123
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Pizza Today - March 2019 - 128
Pizza Today - March 2019 - Reader’s Resource
Pizza Today - March 2019 - 130
Pizza Today - March 2019 - Cover3
Pizza Today - March 2019 - Cover4
https://www.nxtbook.com/emerald/pizzatoday/202111
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https://www.nxtbook.com/nxtbooks/pizzatoday/201912
https://www.nxtbook.com/nxtbooks/pizzatoday/201911
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https://www.nxtbook.com/nxtbooks/pizzatoday/201909
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https://www.nxtbook.com/nxtbooks/pizzatoday/201903
https://www.nxtbook.com/nxtbooks/pizzatoday/201902
https://www.nxtbook.com/nxtbooks/pizzatoday/201901
https://www.nxtbook.com/nxtbooks/pizzatoday/201812
https://www.nxtbook.com/nxtbooks/pizzatoday/201811
https://www.nxtbook.com/nxtbooks/pizzatoday/201810
https://www.nxtbook.com/nxtbooks/pizzatoday/201809
https://www.nxtbook.com/nxtbooks/pizzatoday/201808
https://www.nxtbook.com/nxtbooks/pizzatoday/201807
https://www.nxtbook.com/nxtbooks/pizzatoday/201806
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https://www.nxtbook.com/nxtbooks/pizzatoday/201804
https://www.nxtbook.com/nxtbooks/pizzatoday/201803
https://www.nxtbook.com/nxtbooks/pizzatoday/201802
https://www.nxtbook.com/nxtbooks/pizzatoday/201801
https://www.nxtbook.com/nxtbooks/pizzatoday/201712
https://www.nxtbook.com/nxtbooks/pizzatoday/201711
https://www.nxtbook.com/nxtbooks/pizzatoday/201710
https://www.nxtbook.com/nxtbooks/pizzatoday/201709
https://www.nxtbook.com/nxtbooks/pizzatoday/201708
https://www.nxtbook.com/nxtbooks/pizzatoday/201707
https://www.nxtbook.com/nxtbooks/pizzatoday/201706
https://www.nxtbook.com/nxtbooks/pizzatoday/201705
https://www.nxtbook.com/nxtbooks/pizzatoday/201704
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https://www.nxtbook.com/nxtbooks/pizzatoday/201702
https://www.nxtbook.com/nxtbooks/pizzatoday/201701
https://www.nxtbook.com/nxtbooks/pizzatoday/201612
https://www.nxtbook.com/nxtbooks/pizzatoday/201611
https://www.nxtbook.com/nxtbooks/pizzatoday/201610
https://www.nxtbook.com/nxtbooks/pizzatoday/201609
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https://www.nxtbook.com/nxtbooks/pizzatoday/201601
https://www.nxtbook.com/nxtbooks/pizzatoday/201512
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https://www.nxtbook.com/nxtbooks/pizzatoday/201509
https://www.nxtbook.com/nxtbooks/pizzatoday/201508
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https://www.nxtbookmedia.com