Well since I'm the kind of guy that wants to hear from the horses mouth, I just called Varasano's.
The 2 Q's the phone attendant was more than happy to answer were...
1 At what temperature do you cook your pies?
A: Between 800 and 1000 degrees.
2. On a really busy night if someone walks in how long will they wait for a pizza?
A: On a really busy night, 15 minutes.
There you have it,
I can guarantee you that is wishful thinking.
I agree, having worked as waitstaff in a busy restaurant very near the fairgrounds during State Fair. You never know how many people are going to walk in at once... and all the other reasons Terry mentioned (cut fingers, dropped product, short staff, etc) happen every day of the week and also delay the kitchen.
It also does not define "busy" night... 150 pies? 550? They might think they know what "busy" is... and then have twice the covers tomorrow night! And how about turnovers... if you have a lot of tables one night that decide to take their sweet time, the wait gets even longer.
Which goes back to the idea that turning down a phone order was not good business... take the order, put a name on it, put it in the queue and tell the customer your best estimate of the wait. That's a better solution than saying "NO! NO pizza for YOU!!"
I do agree that the ranter was over the top and does need to get over himself... but he still has an opinion and isn't afraid to share it.
Perhaps Jeff feels his web rep is enough to bring him more business than he needs. Time will tell. Perhaps he's one of the lucky ones with a built-in customer base, but not ALL of Atlanta are the pizzaholics we are, meaning that not everyone is going to know about his web rep. And, not all the pizzaholics live in Atlanta, so that cuts his built-in customer base back even further. I know about his opening because I am a pizzaholic, but I live in Seattle and will never be one of his customers... so, a little advertising might still be a good thing. JMHO... and the way I would handle it if I were Jeff.