"Emilia's Pizzeria is "a one-guy takeout-pizza-making concern" open Tuesday through Friday and occasionally Saturdays - you'll have to check the website to find out. Only 30 pizzas are available per day, and online ordering opens promptly at 8:55 a.m. Pizza pickup times are hyper-specific, from 6:09 to 7:37."
"An unassuming, friendly guy in a baseball cap with a dry sense of humor, Freilich has been running Emilia's on Shattuck Avenue since 2009. Given the tiny size of the Pizza Fulfillment Center, as it's dubbed on the website, it's by necessity a one-man operation: "It's just a little closet where I make pizza, basically," Freilich said."
"I entered a password to prove I'd read the terms and conditions: If I didn't pick up my pizza within 45 minutes, it might be thrown away. And then, sweet relief: A mere 10 minutes after I'd logged on, my pizza was secured."
Emilia's Pizzeria is a Berkeley-based takeout pizza operation run by Keith Freilich since 2009 from a small space on Shattuck Avenue. The pizzeria operates Tuesday through Friday with occasional Saturday hours, producing only 30 pizzas daily. Online ordering opens at 8:55 a.m. with nearly 60 pizza combinations available. Customers are placed in randomized queues and assigned hyper-specific pickup times. The ordering process includes strict terms requiring pickup within 45 minutes or the pizza may be discarded. Despite the seemingly chaotic system, Freilich maintains a friendly demeanor and operates the entire business solo from what he describes as a small closet-like space.
#artisanal-pizza #scarcity-marketing #one-person-business #berkeley-food-scene #exclusive-ordering-system
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