Over a year ago I started this journey to bring something new to town. June 11th, 2023 marked the day I started to create our Facebook and Instagram Pages and started on the website design. June 30th, 2023 I formed HiTek Food Service, LLC dba The Wicked Pissah Deli. July 6th, 2023 I signed the quote to order the truck many of you have seen. Between and after those key dates, many things took place. Billboards, Facebook ads, building relationships to park, and establishing accounts with vendors. For months I was excited at the prospect of something new and getting out of my old world. I was laser focussed and was convinced I had “most” things figured out.
As many know that have followed from the beginning, things started to get bumpy as the truck came close to delivery and after delivery. Manufacturing and quality issues caused delays and even a return of the truck back to Indiana only days after it was delivered to Greeneville. That seemed to start some sort of chain reaction that has hung over me like a storm cloud following me ever since.
April 1st we opened with a solid plan to ease the introduction so we could adapt and adjust and most importantly…deliver. It was an amazing month, the love and support we got was overwhelming. I remember thinking, “This was the right decision, things were moving as we expected and needed it to, and this is going to be amazing!” May was also pretty good with our first big festival, as we figured out more ways to keep the quality and consistency of the food up to our standards while keeping the line at the window moving. We even got some television coverage from WJHL which was so cool when people came up and said “We saw you on TV!”
Then June came. I saw a pretty significant drop in sales, and our number two person who was in charge of the “food” side of the business quit leaving me to try to manage all aspects of the business. Let’s make no mistake. I went into this knowing nothing about food service. I was the business side of the operation and the relationship person, but I can tell you I made is my mission to LEARN everything I could about food service from the start. I did a pretty good job soaking up the information. Then July came….
July has been nothing short of a physical, mental, and financial downturn that I never would have expected after the initial months. Not only have sales been down again, but we started having to throw food away for the first time that wasn’t sold in time. Only recently was I counseled on the “dead weeks” around the area, as well as how July generally is awful for most places. I get all that now, but honestly I was not aware ahead of time to be prepared for it. Coupled all with a recession, election year, and vacations, it’s been just a horrible month to be in business.
August is now upon us, and to be perfectly honest, I am not sure what will happen next. The excitement and high hopes of a year ago are overshadowed with simply wondering how to keep the lights on…literally. We’ve started changing policies for special requests to setup, and we are trying to move to other places to generate activity outside of our local city. We’ve changed our food orders to lower quantity and reduce waste. We are prepping less and are trying to keep the menu short, which is a double edged sword. We’ve cut back on days that don’t ever have traffic (Mondays) and we are trying to work some more evening events. The tradeoff is usually with the limited staff, we can’t then setup the next day for lunch. So things are ever changing.
I do love to hear from people how great the food is, and how helpful the mobile app has been, and the Google and Facebook reviews are all five stars. All that is amazing, but at the end of the day without sales of product through those that support small businesses, things cannot last long and it becomes a self fulfilling prophecy. I thank those of you that have to date been consistently coming to see us, and sharing social posts.
Many have criticized me for my transparency thus far, but I believe that knowing the person behind the business if just as important as supporting the business itself. I am a real person, trying to make ends meet based on a crazy idea. I am never going to change being open and honest, and in some cases vocal about things that affect me. For that I will not apologize, but I realize that just like Brothers Osborne sang…I’m not for everyone. Those of you that know me will agree if you watch the lyrics video, and those that don’t might just “get it” as well.
Simply put…….Let’s see where August leads me.
Finally, to my amazing and beautiful wife Julie, I love you to the moon and back. You are and have been the biggest fan of this since I first had the idea. Your unwavering support amazes me even on my lowest days. You’ve made sacrifices and changes in your life to support me. You are….. the best of us.
-Chris Colotti, Owner The Wicked Pissah Deli
PS: I never use AI to write for me I like typos 🙂
Proud of you for following your passions. Hope things turn around. I’ll see you in August for some lunch. ❤️
I’m sure you know about it but Troyer’s Market holds a large food truck rallys on Tuesdays ( I think) several trucks and the time I went, a large crowd. No idea if openings are available but it might be worth investigating.
We’ve been going there since May now 🙂
I appreciate your openness and will be praying that things turn around for you. Everything I’ve had from your truck has been wonderful. Come on, locals, let’s support this family!
Thank you for this, and yes we hope things turn around too, or there are only a few ways things can go. If I may ask since you’ve visited more than once…are the prices “too high” like the comment below states? I would think if they were you would not continue to visit us. Just looking for information on the other side of the coin.
Your prices are expensive. Not trying to be mean just giving an honest opinion. Maybe offer like. Weekly special for like $10. Could end up getting more people to come and dine with you. I truly am just trying to help so don’t get upset.
The thing folks don’t understand about pricing…is it’s based on all your costs. You’ve been to the market lately right? Consumer costs are up which means my costs are up too. Lowering prices just means we lose more money….which makes no sense either. We have done specials and combos but the portions and amount of food we (and many have told us) is in line with the food. We have items below $10 as well and always have. The most expensive sub is $13 and is loaded with meat, 2 of which are specialty meats we sometimes have trouble getting, but we won’t sacrifice the quality and consistency.
There are options for everyone, so when we hear prices are too high….there really is not much we can do to cover the cost of the food, gas, Propane, POS System, marketing, website, internet access, insurance, payroll, etc. These are not even all the expenses that get covered in that $12 or $13 item. I am not upset but people that simply think $12 is “too high” I think do not understand the costs and expenses it takes to run the business. We simply can’t cover those costs and pay our bills lowering prices, when all the costs for everything we use to produce and serve the food has gone up and continues to go up.
When prices come down….sure then we can lower ours but it’s the circle of inflation and costs drive selling prices. It maybe doesn’t go without saying that like most business owners we are not even taking a paycheck so we can pay our vendors and our employees first. I appreciate you trying to help. but I am not sure how reducing our prices solves any problems instead of creating more for me. We are not for everyone, but have you eaten at chain fast food lately? I got the “2 for $5″ wraps at Hardees the other day. It was a 6” wrap, ONE chicken tender not even 2 oz in size, a drizzle of BBQ, and a pinch of lettuce and cheese. S0 it sounds like a great deal but there’s no food on the plate, and they have 10x the buying power of a small business like us when it comes to buying their ingredients.
First, I absolutely agree that your wife is beautiful and remarkable:) I LOVE the menu, the quality, and personally think the prices are fair. I don’t smoke any more but people are paying 10 bucks for a pack of cigarettes now! Anyway, one thing that has seemed to influence my choices has been consistent fresh photos of food. Maybe just post a pic randomly, to make the tummies rumble? Just a thought. Lots of love and respect here!!
Thank you Angie…believe me we keep talking about photos and videos, but the truth is? When we are busy making people’s food we just don’t have a second to grab a phone and snap a photo. You have seen first hand how fast we try to move and I agree we need more, but it’s really hard to stop and pause to snap a photo or a video. We can’t make something “just” to take a photo and throw it away either, so it’s a catch 22 for sure. We say it every day “we need a couple food photos”….then if we have orders to get out that is more important that taking a picture of it.
I wish I could support you…in NH. All the best on your amazing journey Chris.