OK, you\u2019ve been making pizzas at home now for years. You invested in a great oven. You source the best ingredients. You stay up all night arguing on the internet about water sources and fermentation times. You obsess over every detail.\u00a0 Everyone tells you that your pizza is better than what they can get in any pizzeria. Well\u2026 even if no one else says it, you know that you make the greatest pizza in the world.\u00a0 Certainly you can do better than those hacks at your neighborhood pizzeria (how have those guys stayed in business for so long?). Admit it, you want to turn your pizza avocation into a vocation. You want to own a pizzeria. The question is, how do you know when you are truly ready?<\/p>\n
I speak to ambitious amateur pizza makers all the time. Many of them have amazing passion and talent. Those qualities are an important start, but there\u2019s more to it if you want to succeed. Allow me to explain: I\u2019m sure you can all remember the incredible satisfaction you received from baking your first pizza, cutting it, and sitting down to enjoy it with your friends and family. I envy you. My experience is quite different. 45 years ago, on September 8, 1967 to be exact, I made my first pizza. My Uncle Rocco took it out of the oven, cut it, boxed it, and collected $2.25 from a waiting customer. Out the door went my pizza, a small step for the customer, but a giant leap for me. At that moment I fell in love with the pizza business. I fell in love with the idea that someone would spend money to buy and consume something that I had made with my own two hands.<\/p>\n
Growing up in a small family pizzeria I also understood that this was hard work, with small profit. I learned from childhood that making a great pizza was only part of it. If you want to stay in business you have to be able to make pizzas that people are willing to buy at a price that covers your expenses and makes you a little bit more. Most importantly, you have to remember that you are selling an experience. The perceived value of that experience is what will allow you to charge enough to make a profit. No matter how high or low your price points the customer must always feel that the experience was worth more than they paid for it.<\/span><\/p>\n