From: officialflagrant
Dave Portnoy’s pizza reviews have had a significant and sometimes transformative impact on local businesses, particularly small, independent pizzerias. What began as an organic process has grown into a phenomenon that can drastically alter a business’s daily operations and public perception [01:07:56].
The Popularity and Credibility of Reviews
The pizza review series gained immense popularity, even leading to hyperbolic claims of “shutting down the city in Toronto” due to its influence [01:07:33]. A key factor in their impact is the perceived honesty and organic nature of the reviews [01:07:53]. Portnoy states that he gives honest reviews, even if a place is bad, which helped establish his credibility as a “credible pizza” critic [01:08:02].
The reviews especially “took off in New York” because they authentically showcased the city’s unique characters who would spontaneously interact during the reviews [01:08:15]. This unscripted interaction adds to the appeal, giving viewers a “real feel of New Yorkers” [01:08:29].
Direct Business Impact
The most immediate and tangible effect of a positive review is a significant increase in sales. If a pizza place receives a score “above an eight,” it can lead to them “run[ning] out dull by noon” the next day [01:09:35]. This rapid sell-out is described as “amazing” and “great” for the businesses [01:09:39].
The reviews have spawned a “pizza tour” phenomenon, where people, including those from out of town, follow Portnoy’s recommendations to visit the reviewed pizzerias [01:09:11]. People use the Barstool app to guide them to places Portnoy has visited [01:09:16].
Portnoy enjoys seeing “mom and pop” shops potentially “blow up” after a good review, recognizing the “American success story” aspect [01:09:29].
Ethical Considerations and Reviewer’s Approach
While the reviews are generally positive in intent, Portnoy acknowledges that he has changed his approach to negative reviews. He now refrains from “trash[ing]” a place by giving extremely low scores (like a 2.4), even if he thinks the pizza is terrible [01:09:51]. This shift is partly due to the fact that all pizza places now recognize him, making it harder to be completely harsh [01:10:11].
Despite the potential for a “god complex” due to his ability to impact livelihoods, Portnoy maintains a grounded perspective, attributing it to his background and the fact that he didn’t achieve significant financial success with Barstool until his late 20s or early 30s [01:10:54], [01:12:30]. He still feels uncomfortable cutting lines, remembering his past experiences waiting in them [01:11:35].