Online restaurant reviews: Don’t feed the trolls!

Mikey’s Late Night Slice knows how to deal with haters—“kill them with kindness or logic them to death,” says co-owner Jason Biundo.



 

Jason Biundo, chief creative officer at Mikey’s Late Night Slice in Columbus, Ohio, and one of our cover subjects for this month’s issue (along with partners Mike Sorboro and Bryce Ungerott), is more than just a marketing whiz. He could also teach a master’s-level course in dealing with online trolls. While most of Mikey’s social media followers are dedicated fans, the occasional hater pops in to post a blistering tirade that has little to do with pizza and a lot to do with some personal or political beef. In one lengthy Facebook rant, a commenter wrote, in part, “Mikey’s Late Night Slice is just another shining example of how the fat, liberal, heathen slobs of Columbus have absolutely zero standards….Blows my mind [that] someone hasn’t made another late-night place in Columbus just to put these fools out of business and show them how it’s done.”

To which Biundo responded with a single line: “You think we’re fat?” Later, after the same poster returned with another venomous diatribe, Biundo followed up: “Seriously, you think we’re fat?”

“I’m proud of how we deal with haters on our page,” Biundo told me. “We just try to kill them with kindness or logic them to death, or we just ignore them. You know, don’t feed the trolls. We’ve been contacted by Yelp saying they wanted to use Mikey’s as an example of how to do social media right. We’re honest, we stand by our values, but we try to keep it funny.”

Mikey’s is one of those unassuming yet marvelously executed concepts I love to spotlight in these pages. Biundo and his buddies bring a lively (and, admittedly, sometimes racy) sense of humor to everything they do, from dreaming up stop-motion animation videos featuring He-Man and Spider-Man toys to Pizza of the Week specials named Loaded Mr. Potato Head and Silence of the Buffalo Chicken. Check out the story on page 32 and keep an eye on these guys. They’ve got pizza making chops, marketing savvy and a shrewd branding strategy—including running kitchens in local concert venues and corporate cafeterias—that will take them far. But, at heart, they’re still a trio of fun-loving drunk-food dudes. It’s no wonder so many folks in Columbus want to party all night with them.

 

Edit Module

Tell us what you think at or email.

Edit Module
Edit ModuleShow Tags
Edit ModuleShow Tags

Related Articles

Recipe: The Chicken Bacon Ranch Pizza from DeIorio’s

If your customers love ranch dressing and buffalo sauce, you can’t go wrong with this pizza recipe from DeIorio’s.

Playing with fire: Experts offer their top tips for working with wood-fired pizza ovens

From dough preparation to finishing flourishes, a wood-fired oven demands more knowledge and expertise than a modern oven.

As PMQ celebrates its 20th anniversary, we honor the past and look forward to the future in this special oral history.

PMQ’s founders and longtime team members reflect on two decades of progress, pranks, pitfalls and pizza.

Our Town America: Now offering POS integration for ease of use for larger brands

Using a mobile app, pizzeria owners can track who redeems their offers, then follow up with a second offer.

Pizzeria operators can turn heads with signature menu items from Caputo


Leading industry cheese manufacturer Caputo offers custom cheese solutions to inspire application innovation.

Cut waste and excess fat from your pizzas with StitZii box liners

StitZii’s grease-absorbent pizza box liners let pizzeria owners deliver a healthier pizza and protect the environment.

As technology advances and communications platforms keep changing, the pizza business remains a people business

With a phone in every pocket, who would have guessed talking on those phones would become so passe?

Double your pizza production with Marra Forni

The double-mouth oven makes for twice the efficiency and twice the versatility.

Data breaches: A restaurant operator’s worst nightmare

When it comes to protecting your POS data from hackers and thieves, the IRS recommends following these 5 steps.

Boosting traffic to your pizzeria: Does it pay to advertise on Yelp?

Yelp’s a powerful influencer for restaurant customers, but Think Tank users say you can get a better return for your money with another ad strategy.
Edit ModuleShow Tags
Edit ModuleShow Tags
Edit Module
Edit Module
Edit ModuleShow Tags
Edit ModuleShow Tags
Edit Module
Edit ModuleShow Tags
Edit ModuleShow Tags