How One San Francisco Pizzeria Used Custom T-Shirts To Go Viral
[caption id="attachment_1401" align="aligncenter" width="466"] Image source: Lonelybrand.com[/caption] "If rustic means uneven and unpredictable pizzas, this place nailed it!" -- 1/5 stars. "Not only did my friend and I order different pizzas and they both came out looking EXACTLY the same, the pizza tasted like absolutely nothing." -- 1/5 stars" "My waitress was cooler-than-thou, my wine was about as interesting as Kool-aid, and the pizza was little more than a piece of cheese bread with arugula and a few meager slices of prosciutto sprinkled on top... It was an expensive pizza experience that would have been disappointing at any price." -- 1/5 stars. "This place sucks" -- 1/5 stars. [caption id="attachment_1400" align="aligncenter" width="539"] Image source: Yelp.typepad.com[/caption] As you can see, Yelp can be a harsh mistress. San Francisco's Pizzeria Delfina actually gets fairly good reviews with an average rating of 4/5 stars, but you wouldn't know it by reading these reviews. The Internet has a way of bringing out the Grinch in people and turning even the most level-headed citizens into grumpy sourpusses. Unfortunately, restaurants and other businesses are powerless to remove bad Yelp reviews. Well, Pizzeria Delfina has decided to fight back -- with t-shirts. Employees at Pizzeria Delfina now wear custom embroidered uniforms with terrible reviews plastered across the front. T-shirts with slogans like "The pizza was soooo greasy. I am assuming this was in part due to the pig fat” warn customers that they're in for a nightmarish dining experience. Well, not really. If anything, it just gives customers a good laugh. It might even prompt a few to think, "What was that reviewer thinking? This pizza is delicious!" [caption id="attachment_1402" align="aligncenter" width="455"] Image source: Lonelybrand.com[/caption] Pizzeria Delfina has taken the teeth out of negative Yelp reviews by turning all of their grouchy reviews into a tongue-in-cheek joke. Yes, the Internet may be laughing at this Pizzeria, but the owners are laughing along with it. Anne Stoll, who owns the pizzeria with her husband, Craig, said, "We really have no recourse. Anyone can write anything they want on Yelp. There are no checks and balances, so this is our way of being able to have a voice." [caption id="attachment_1399" align="aligncenter" width="480"] Image source: Graphics8.nytimes.com[/caption] Yes, employers do have a voice. Unfortunately, Yelp's not the place to share your message. But you can spread your message on the side of your business, on billboards, on commercials, and (of course) on your chest! Don't let negative press get the better of your company. Be proactive! A good offense is the best defense! Fiercely promoting a good public image with custom clothing can help transform an ailing business into a booming success.