Pizza Today - July 2024 - 39

Joseph Charles
Age: 35
Title: Owner
Pizzeria Name: Rock City Pizza
Location: Boston, Ma| Randolph, Ma
Instagram Handle: Rockcitypizzza
PT: How did you survive the pandemic
as you were a young pizzeria at the time?
JC: The pandemic was very hard for
my business because we are located in
a neighborhood that is surrounded by
universities, and college students make up the
majority of our population. That was only the
beginning, though. A lot of catering went out
the window and hasn't come back with a lot
of corporate employees not coming into the
office anymore. We had to raise awareness
that we were still open and that it was safe
to come in. So, we began bringing pizzas to
local hospitals and anywhere we could get
access to people. We had a takeout window,
so we gave customers the option to physically
come in or just get takeout from the window.
As far as inflation goes, just like everyone else
we had to raise our prices. We did, however,
switch up the menu slightly and offer smaller
portions so it could reflect a less expensive
price point.
PT: Tell us about your affi liation with
the Boston Celtics? We found that very
interesting.
JC: I received the Power Forward Grant
from the Boston Celtics in 2022 and we have
been working together on small
things here and there. Through
their partnership with VistaPrint a
lot of opportunities have presented
themselves, and it has done wonders
for my business. I recently have been
in a commercial with VistaPrint that
ran throughout the NBA Playoffs, and
it absolutely blew my business up!
PT: What other factors have
led to your success in the pizza
business?
JC: Advertising and marketing
your authentic self are key. People
know who I am and what to expect
when they come into my places. (We
serve) good quality, top-of-the-line
products and dishes. Putting yourself
out there so that people know you
have something different to offer
is important. Once your customers
know, they will spread the word. You
also have to be present. Whether
that's in the community, or in your
store, people have to see that you're
involved.
PT: What can you tell us about
your experience running a blackowned
business?
JC: My experience leading a
black-owned business has been
one of many ups and downs. I
don't really like the classification of
black owned. I own and run a pizza
restaurant like everyone else. Yes, I
happen to be black. 10 years ago,
when I started Rock City Pizza no
one knew it was black owned and
no one called it a black-owned pizza
shop. They just came to Rock City
Pizza. There have been times when
vendors or people would come
looking for the owner and I would
come out from my office and they
would say: 'We are looking for the
owner, not the manager " and that's
the part I dislike. People don't expect
a black person like myself to own
a pizza restaurant, and I ask why?
I know the business is dominated
by Europeans, but anyone can do
anything they put their mind to. Rock
City Pizza is on the rise, so ready or
not here we come!
Photo: David Hill
JULY 2024 / PIZZATODAY.COM / 39
http://www.PIZZATODAY.COM
Pizza Today - July 2024

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