[Aaron T]

There is a very interesting Q&A in the NY Times with the owners of a Chicago pizzeria which has won praise and has long lines. Since they got national attention, they have declined to expand or raise prices, thus keeping the lines long. Reminds me a little bit of Difara, except these folks haven't raised their prices. Article here.

Many other small spots have expanded when faced with large demand, either expanding into adjacent storefronts (Sripaphai etc) or opening up multiple branches, and others have raised their prices (DiFara and others) but the owners of this spot have decided that those who are willing to wait will be the ones to get the pizza. Kind of reminds me of a cross between the line for tix at Shakespeare in the Park and the Difara line.

I can understand it that an "artisan" does not want to compromise the integrity of his work by expansion but harder from the biz point to see not raising the prices until he can get to an equilibrium or something that reflects the demand for his product. (i.e. he may still be underpricing and still have lines but at least he has more $$$ in the bank to tide him over when a slow period hits or he has a major expense).

I do like the fact that they will take your telephone #, ala Death & Co.

Are there many examples in the food, restaurant, drink biz of places that are deliberately underserving?

It reminds me (on a totally different scale) of In and Out, which has deliberately expanded slowly and underserved markets so that they would always leave fans wanting more.

[Orik]

I can't think of a better business model than offering a good product at a fair price while doing something you enjoy.