Local pizzeria goes head-to-head with corporate chains

Ed Rathmann, who owns Willow Street Wood-Fired Pizza in San Jose, Calif., knew it would be a challenge to defeat corporate pizza chains, but that didn't stop him from running the successful business for more than 20 years. His restaurant now has three locations and attracts middle-class customers looking for local food at reasonable prices. "When you're a corporate restaurant with 500 places, how do you have really good food?" Rathmann said. "We succeed by offering casual dining, catering to families and finding the right locations."

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Local pizzerias defy the corporate restaurant steamroller - San Jose Mercury News (Calif.)

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