The little things can hurt you

A lack of online ordering cost one hometown pizzeria our editor’s business—possibly for a long time



 

Sometimes, the people I love and respect let me down. It happens to everyone. We’re all human and flawed. But when a pizzeria lets me down, that’s different. I hold pizzerias to a higher standard. I don’t demand perfection, but I do require a certain degree of professionalism and common business sense.

Lately, I’ve seen my expectations confounded again and again. One recent Friday night, I called a nearby pizzeria to place a carryout order and listened to the phone ring and ring on their end. No answer, no switch-over to voice mail, nothing. I hung up, waited a couple of minutes and tried again. Same thing. By the fourth time, I began muttering vehement oaths and ordered sushi instead. And I wondered, how many other customers experienced the same problem that night? And how many said, “To heck with it,” and popped a Totino’s in the oven? How often does this happen? How much business has been lost because of it? An online ordering option on the pizzeria’s website would have solved the problem and ensured my repeat business. As it is, I probably won’t order from them again anytime soon.

While in New Orleans, I ran into a different problem. One pizzeria’s website hooked me with its mouthwatering food shots and menu item descriptions…until I encountered a troubling mystery: Where the heck was this place? There was no address listed on the site. What was it, a ghost pizzeria? I searched the entire site, and the mystery remained. A restaurant website that doesn’t tell you where the restaurant is located is a failed website. (Yes, there was a phone number I could call, but that was an extra step I shouldn’t have been forced to take.)

Do these sound like trifling complaints? Maybe, but here’s the bottom line: In both cases, I spent my money elsewhere. And I’m probably not the only one. I urge you to review your operation and ponder these “minor” errors that could be hurting your business. How are you losing potential customers, and why? Are you making your pizzeria harder to reach or find? What are the solutions? Don’t let the problems fester—get cracking today. Don’t make me call you out in this space. Next time, I might name names!

 

Edit Module

Tell us what you think at or email.

Edit Module
Edit ModuleShow Tags
Edit ModuleShow Tags

Related Articles

Chef’s Corner: Pizzaiolo and rock musician Mick Mahan hits us with his best pizza shot.

In this exclusive Q&A, Pat Benatar’s bassist, owner of Parma Pizzeria Napoletana, talks about his love for all pizza styles and serving pies to rockers from REO Speedwagon, Toto and more.

Astoria: Pizza and espresso are a match made in Italy

Nothing compliments an Italian dessert like a well-made espresso or specialty coffee drink made with Astoria espresso machines.

Season’s eatings: How to harvest a bumper crop of profits throughout the year

Stuck in a rut? Start using fresh, local and seasonal ingredients to rejuvenate your pizzeria’s menu while keeping your food dollars in the community.

5 effortless ways to improve your digital menu board and sell more pizza

With digital signage, your customers can see your menu in larger-than-life living color. Here’s how to use them to increase your sales and improve customer service.

The 2018 Pizza Power Report: A State-of-the-Industry Analysis

To stay competitive in the pizza business in 2018, independents will have to meet customers’ growing demand for speed, customization, delivery and convenience.

10 or 12? Advice on portion sizes for wing offerings

Will a six-count snack deal fly, and what’s the next step up from there?

Italian certified ingredients dominate the conversation at World Pizza Forum

PMQ's Missy Green takes a deeper look at the "Made in Italy" phenomenon.

What's Your Story? A pair of successful restaurateurs find a higher purpose with Little Box Pizza

This new concept with a conscience uses the power of pizza and small business ownership to turn lives around.

Get the gluten out with DeIorio's Fresh Prosciutto Gluten-Free Pizza

Serve your customers this prime pie made with fresh prosciutto, garlic and DeIorio's gluten-free pizza shells.

Will putting eggs in your dough leave you with egg on your face?

When it comes to improving your crust, eggs aren’t all they’re cracked up to be.
Edit ModuleShow Tags
Edit ModuleShow Tags
Edit Module
Edit Module
Edit ModuleShow Tags
Edit ModuleShow Tags
Edit Module
Edit ModuleShow Tags
Edit ModuleShow Tags