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Page 28 text:
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Intense Competition Erupts in Telegraph Pizza Wars Location: corners of Durant and Telegraph. Phenomenon: strategic conflict. Ammunition: pizza. This situation has become commonly known as ... the Pizza Wars. Yes, folks, right in the middle of the peace capital of the world, at the corners of Durant and Telegraph, in our own southside, Cal students are becoming willing participants in perhaps one of the most reknowned conflicts in modern history. No, not a war over property, or oil rights, or even political issues ... this is a battle for our pizza bucks. Perhaps, however, we should not underestimate the value of that commodity. Down through the ages col- lege students have come to Berkeley only to become helpless victims of a pizza ad- diction. Sadly, thousands of students find themselves craving huge slices of calorie-ridden cheese, pep- peroni, and combination piz- za at all hours, day or night. Just the aroma of melting mozzarella is enough to lure students from their daily trecks up Telegraph and into the pizza stands where they eagerly plop down a dollar for a slice of cheese delight. And why not? It has been said that college would not be com- plete without pizza. Yet, as in all free-enterprise markets of America, where there is a demand, there must be a supply. Thus, the southside of campus has become densely populated with by-the-slice pizza parlors. For years Blondie ' s has dominated the pizza market, which is perhaps due to it ' s central location one-half block from campus. Other com- petitors — Empire State, Golden Boy, and LaVal ' s have made efforts to corner a slice of the market by handing out coupons and flyers during high-volume pedestrian traf- fic hours; but still they never quite managed to draw the crowds that Blondie ' s attracted. At the beginning of the fall semester, however, competi- tion reached fever pitch when Fat Slice, another by-the- slice pizza vendor, opened its ovens just one block down from Blondie ' s. Suddenly, the other leaflet distributors were joined by Fat Slice employees who handed out coupons offering a slice of cheese pizza and a Coke for one dollar. Blondie ' s, which was in the process of remodeling, countered by hiring an army of leafleteers to pass out coupons offering similar deals. As the pizzawar raged on, it became more and more difficult for students to cross the street without being assaulted with a barrage of flyers. Co-owner of Fat Slice, Gail Giffen attributed the restaurant ' s instant success to a combination of factors, namely a great location and extensive seating. The coupon definitely introduced us to the market; but now that our special offer has ended, we ' ve managed to main- tain the same volume of business. Manager Liz Leza com- mented that their recipe, developed by the faculty of the California Culinary Academy, adds a degree of quality. Customers think it ' s great. Contrary to popular belief, Fat Slice did not intend to run Blondie ' s out of business by opening within such a close vicinity. According to Giffen, it ' s insane to think there ' s not room on Telegraph for two good pizza places. And, indeed, it seems that she is right. With the re-opening of Blondie ' s, and an end to the cut-throat coupon competi- tion, customers seem to have settled back into their pizza eating patterns. Each pizza maker has its own special ap- peal that attracts customers. Blondie ' s, owned by Ken Sarachen, is considered by many to be the trend setter of by-the-slice pizza. Manager Mike Gilbert feels that Blondie ' s attracts students because of their fast service and wild atmosphere. Noting that many of Blondie ' s employees are, well, er different, Gilbert explained that, we expect more of our employees, but in return we let them be themselves, which is a lot different than say (the employees) at McDonald ' s. Yuri Shmelnik, co-owner of Golden Boy Pizza feels that passing out flyers has been necessary in order to in- troduce new customers to the restaurant, which is set about 100 feet off Durant Ave. However, once customers try his Sicilian style pizza and discover the ample supply of uncrowded booths (and live bands on Fridays and Saturdays), they usually become regulars. As addi- tional incentive, Golden Boy offers eight free toppings on a 94 cent pizza anytime of the day. Empire State Pizza, located in the Durant Center, seems to have an appeal all its own. Owner Terry Katsorus claims that their New York style pizza, first introduced in New York City by returning GI ' s, was the first by-the-slice pizza on the West Coast. Their hand-thrown dough, hearth ovens, and family operation contributes to their old- fashioned style. In addition, Empire State offers five free toppings for only 94 cents. LaVal ' s pizza, located across the street from the Durant Center, has been selling by-the-slice pizza only since the summer of 1984, even though they ' ve been in business for over thirty years. Co-owner Debbie Spenger feels that LaVal ' s success is due mainly to their ability to accomodate large groups. However, they began selling by-the-slice piz- za in response to numerous requests from customers. Kip ' s, located further down Durant past Telegraph, also sells single slices of pizza. However, assistant manager Gerard Morris feels that they attract customers who are looking for a larger menu selection. All in all, even the Telegrapn peace patriots seem to be enjoying the benefits of pizza warfare. Certainly there aren ' t too many places in the world where one can fulfill a student appetite for only a dollar. Of course, Blondie ' s old slogan Make pizza not war seems a little outdated; but then wouldn ' t we all rather be the victims of pepperoni pizza than an MX missile? — Holly Sutton 24 ,tn
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Page 27 text:
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Name: Lenna Park Major: Comp. Lit I didn ' t expect peo- ple to be so helpful, friendly, and easy- going. Everyone warned me how impersonal and big Berkeley was. I was completely, pleasantly surprised. Berkeley is known for academics and politics, but I ' ve learned so much about people. I ' m really going to miss it when I have to leave. Name: David Spivak Major: Chemical Engineering I felt like I was at sum- mer camp my whole first semester. I was ly- ing out in the sun and my meals were made for me — all I had to do was eat, sleep, and go to school. It ' s still kind of like that. I expected the most brilliant minds with a mohawk — the typical off-the-wall Berkeley stereotype. Name: Karen Zuker Math Grad Student I knew what to ex- pect from Berkeley because I ' d visited the campus. But, my parents drove me up, and my father walked through Sproul ab- solutely amazed because Berkeley was just like it was reputed to be. I like it because it ' s a liberal school and people are interested in a lot of things. Name: Stephen Hammers Major: History I came to Berkeley because there ' s a lot of interaction with people from every walk of life. I remember when I came here I was really scared. I was standing on the corner of Bancroft and College on my second day here and I didn ' t know where the cam- pus was. But, after five semesters at Berkeley I feel like a self-assured, independent individual.
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