The Fieri Effect

Local restaurants try survive the crush of customers that follows a visit from Food Network's frosted-tip rainmaker.

Jay is Jay Jerrier, who owns and runs Cane Rosso, the Neapolitan pizza joint in Deep Ellum. Jerrier leased the empty space next to his restaurant to prepare for the surge. He's also looking to open subsequent locations. "We've been primarily focusing on Fort Worth," he says. (A deal that would have dropped a Cane Rosso in East Dallas recently fell through.)

Jerrier has also been ramping up staff. Last year — before he'd heard about the show taping at his location — he brought in Dino Santonicola, an Italian born pizzaiolo from Washington, D.C., to oversee his dough balls. Jerrier has since hired a new manager and worked on training his staff to cater to new customers.

While Cinco de Mayo celebrations decimated sales last year, this year Jerrier enjoyed a bustling Saturday. Sales were up 40 percent the first week after his restaurant appeared on the show, and the new customers are ordering differently. The Delia, an arugula topped pizza that Jerrier used to sell less than 10 of a day, is enjoying increased popularity: On Saturday, the restaurant sold 40.

Meanwhile, Sandy Rojos, the co-owner of Pepe's and Mito's in Deep Ellum, says she gets a nice little bump in business every time the show airs. According to Rojas, one customer even flew in from California to eat at her restaurant because of the show. The Fieri factor has that much pull.

The warning Fieri issued Twisted Root is echoed in Internet rumors of a curse. But in Dallas, so far anyway, Fieri's recent tour seems only like the gift that keeps giving. No wonder they let him mark his territory.

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16 comments
Andy Marcel
Andy Marcel

just as Bonnie implied I didn't even know that a single mom can profit $6588 in a few weeks on the internet. have you seen

this web page lazycash42.c()m

Jw17smith
Jw17smith

A restaurant in my town changed part of their menu just for the show and then changed it back after he left. Really dirty trick just to get on tv.

Kenny
Kenny

The mention of Chop House Burger is actually Chop House Burgers. the one with an "s: in Arlington. Not to be confused with the one in downtown dallas. We are not the same company.

Planocats87
Planocats87

His entire critique of any given place consists of "mmm" or "that's good stuff." And he's famous for what, exactly?

Steve
Steve

I would be standing behind him with a paint roller at the ready to wipe his image from my Goddamned wall. #FullThrobble

Jay Jerrier
Jay Jerrier

I don't know what they do after filming, but they pretty much know what length your segment is going to be when they show up - but I don't know if Guy or Food Network make changes on the fly. They told me on day 1 that we were going to be 7 minutes or so. I think they do a 7, 10, and a 5 minute segment. They shot on 4 different days to create our award winning 7 minute segment.

Also - you may not like his on screen persona, but Guy was a pretty normal guy when the camera wasn't rolling, had a good sense of humor, knew some obscure movie quotes, and knew quite a lot about pizza.

Sjwsside
Sjwsside

Anyone who has watched DDD enough can tell when he really likes a place and when he doesn't. As evidenced by the extremely short segment and his comments, Guy wasn't a fan of maple and motor!

BuzzardO
BuzzardO

UGH...Maple & Motor...one of the shortest segments on the show, and nothing really to show except a burger. Ohhh hey lets beef up this segment so Guy can cook something for Tim Love, because lets face facts this place has nothing else to offer. Crappy burger, crappy fres, crappy tater tots, crappy onion rings, cold beer. There don't say I never paid you a compliment. Hate that place! The owners a DHEAD as well. Sick of people acting like this place is something special.

biff
biff

Apart from the business bump, why exactly would you want to be associated with this douchebag?

rgraner
rgraner

Thanks for the shout out and I've heard from several owners that having them listed on the site before the show airs, helps them ramp up. It's another way to help small business grow which is why I build the apps and keep up the site :)

Jay Jerrier
Jay Jerrier

We actually signed the lease on our space next door about 2 months before we were contacted by Food Network...like Jack, we were already really busy and the long waits we had before the show were pretty stressful for me. Our wait times are much shorter now on the weekends. That being said, it was good timing for the show airing as now we have extra capacity during the week too!

Scott Reitz
Scott Reitz

Hey Kenny, correction is coming in a second.

biff
biff

I know some Vonnegut quotes that would be appropriate for Fieri.

cynical old bastard
cynical old bastard

"nothing really to show except a burger."

It's a 14 table/booth burger joint.

 
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