“The best way to grab the attention of the inner-city hipster is to look for all the world like you’re not trying to. That, at least, is the view of the people behind Hidden Pizza.
Since opening last Monday, this hot new restaurant in a Fitzroy laneway has been serving about 500 pizzas a night, served in sturdy bags made from hand-stitched recycled paper along with a glass of home-made lemonade in a recycled jam jar.
Cost: zero. But first, you have to find it.
There’s a Facebook page, lots of ”have-you-tried?” tweets and a sophisticated website, but no address or phone number. A note on the website tells would-be customers that ”finding the restaurant is easy, just look it up the way you would any other business”.
Most of the urban tastemakers being targeted by Hidden Pizza might imagine that means google, but they’d be wrong. For this whole enterprise is a marketing stunt for the distinctly uncool Yellow Pages. (And for the cynics among you, if there happens to be a Yellow Pages ad on this page as you’re reading this, it’s got nothing to do with me.)”