By offering free Piada for a year to the first 100 customers, Worthington's newest restaurant successfully hyped its opening last week.
By 6 p.m. on the eve of its Friday, Aug. 30, opening, Piada was attracting business to its newly built site at the Shops at Worthington Place.
And by opening at 10:20 a.m. the next day, following a long night of camping and camaraderie on the grass and sidewalks, 100 people were ready to eat and walk away with certificates for 52 Piada meals, good for the next year.
Austin Viny was part of a group of hungry Ohio Wesleyan University students who camped out to earn free food for a year.
"I'm here for the crowd and the enjoyment," he said. "There's a great buzz in the air, and the food is not bad either."
Worthington resident Melissa Kaman joined the party at 9:45 p.m. She was 75th in line.
"It was a great adventure," she said as she neared the door Friday morning.
Piada provided a tent to the first people in line, as well as snacks, breakfast, chairs and restroom privileges to everyone who turned out.
"That's the way we are," Piada market partner George Martinez said. "That's Piada for you."
The new Piada Italian Street Food is the eighth in central Ohio.
The 3,000-square-foot restaurant seats 64 inside and 28 outside. The restaurant will employ 40.
The interior design is a blend of white subway tiles, Carrara marble, brushed aluminum and painted brick with custom hewn-wood furniture and stained concrete floors.
Guests choose from three entrees -- the Piada, a stone-grilled, thin-crusted dough made from organic flour and extra-virgin olive oil; a chopped salad; or a pasta bowl. They customize their entrees with a variety of grilled items ranging from steak and Italian sausage to salmon; sauces such as Pomodoro, Alfredo and pesto; a selection of sauteed and fresh vegetables; and such salad toppings as cheese and pancetta.
The restaurant will be open from 10:45 a.m. to 10 p.m. every day.