In early 2013, uberchef Marc Vetri and his partners were kicking around the idea of opening a pizza shop in Philadelphia. Fast-casual pizza concepts were just stepping into the spotlight, and someone floated the idea of eliminating the server staff to save on labor costs.
For Jeff Benjamin, c.o.o. and cofounder of the Vetri Family of Restaurants, the idea was preposterous. Benjamin had built a career on