The secrets to getting stellar customer reviews
Pizza shop owner panel discussion
We invited the San Diego pizza community together for a chat with some of the city’s top shop owners, diving into the secrets behind getting amazing customer reviews.The panel featured Ali Haider Ali of 786 Degrees Wood Fired Pizza Co, Emily Green of Sisters Pizza, and Frederico Santos of Square Pizza Co. The event was held at the beautiful La Valencia Hotel in La Jolla, California.
Here are the takeaways from the discussion:
Customer service vs. hospitality
Customer service is transactional. If you order something, you expect to receive it. Hospitality is a surprise and delight. It’s receiving something thoughtful to elevate the experience without expecting it. It’s important to think about the entire experience you are offering guests, not just how good the pizza is.
If something goes wrong during the experience, try to make it right. Each guest is your walking, talking marketing resource. The time, effort, and even money spent could lead to great word-of-mouth and referrals.
For example: Ali makes it a point to have guests pay after they eat, ensuring they enjoyed their meal first. This isn’t traditional for most shops, but it’s built into his approach to hospitality.
Ali Haider Ali, 786 Degrees Wood Fired Pizza Co and Frederico Santos of Square Pizza Co.
Being authentic — it’s not just a buzz word
Each panelist has a completely different approach to pizza.
Ali is known to take guests on a flavor journey of pizzas inspired from around the world.
Emily offers east coast pizza on the west, providing nostalgia and a sense of home for many.
Frederico has a variety of styles including thin crust, Detroit, vegan, and gluten free so everyone is able to find something they enjoy.
Of course, do your research and get an understanding of what others are doing in the area. You don’t want to be blind to the market.
However, it’s important to make pizza and create an atmosphere that YOU enjoy. The best way to stand out is by being yourself, working hard, and hoping that others like it.
For example: Emily founded Sisters Pizza to honor her late sister, decorating the shop with family photos to keep her legacy alive. The green decor reflects Emily’s favorite color and last name, creating a space where guests feel connected and share their own stories of loss and love.
Emily Green of Sisters Pizza and her husband
The customer isn’t ALWAYS right
Yes, the customer is right about their preferences. However, they aren’t always right about what’s best for your shop. Don’t let negative reviews bring you down or question your direction.
You can’t control what people do, but you can control how you react. Try to respond with kindness, even if reviews might be less than stellar. However, don’t be afraid to stand up for yourself and educate guests in a way that’s respectful if they’re missing the mark on your shop’s brand or story.
For example: Fred emphasized the importance of asking, “Who are we as a pizza shop?” Having a clear sense of identity helps him navigate customer feedback with confidence. While most of Fred’s reviews are overwhelmingly positive, there are occasional outliers. Here’s an example of how he thoughtfully responded to one.
Customer review and response by Frederico Santos of Square Pizza Co.
From turning customer service into hospitality, embracing authenticity, and even challenging the old “customer is always right” mantra — our panel of pizza shop experts dished some helpful advice. Go out there, be yourself, and let your pizza (and reviews) do the talking!
