Joe Beddia would’ve flunked out of Wharton for sure.
Consider the pizzaiolo’s business plan. He offers three pies, whole only, in a Fishtown storefront that’s legally prohibited from seating customers. There are no logos on his takeout boxes and no takeaway menus on the counter, and the restaurant has no phone.
And a year after he opened, Beddia is a veritable pizza superstar.
At first it was just the neighbors coming — which was all he really envisioned. But then people started schlepping in from Center City to line up outside his door. And then from Delaware and D.C. And soon, Bon Appétit “Foodist” Andrew Knowlton was horning in on the action.
So how does this happen to a place that is open four evenings a week, routinely reaches hour-plus waits less than three minutes after unlocking the door, and requires takeout orders to be placed in person?