5 ways to fix Zaw's broken pizza

Metblogs Seattle goes to Zaw, mostly likes it:

So would I try it again? Yes, I think I would - but next time I would order in advance and try to get in and out as quickly as possible, because staring at their big ‘zaw this and ‘zaw that menu board will kind of ruin your appetite.

Not sure the writer goes far enough. Our Zaw experience was flawed (fl-Zaw-ed?) enough that we fear for the Seattle start-up's existence. It's not really about Zaw -- it's the concept. Still, we think the problems can be fixed:

1. Spread the word that customers shouldn't order in person. Call in your order or make it on the Web. Make it part of the marketing. Standing at 15th and Pine waiting 10 to 15 minutes for somebody to put together a pizza that you will still need to cook is silly. It's obvious in retrospect but how many chances does a new biz get?
2. Make a bigger deal about delivery. Because of the time factor above, doing anything beyond waiting for a Zaw to come to you really reduces the value prop of their offering. This also leverages your ability to deliver beer and wine to the door. It costs $2 more for delivery.
3. Speaking of price, you're already pushing it. Include delivery in your current prices and drop the fee. Delivery is such an integral part of a positive experience that delivery should be part of the basic price of the pie.
4. Always have samples. Some people will order and wait because they have nothing better to do or make a spontaneous decision to grab some chow. Give them something yummy when they visit. Your pizza is goooood. Yummmmm.
5. Make it easier to carry your pizza for those who do come in and pick up. On one hand, I appreciated my small cardboard footprint. But carrying my saran-wrap protected pie on the thin cardboard tray down 15th Ave's busy sidewalks made me wish for a slightly more protective cardboard box. I'll recycle it. Or return it to you. Promise.