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By Michael Stodola Special to OnMilwaukee.com E-mail author | Author bio More articles by Michael Stodola

Published May 31, 2008 at 8:26 a.m.

Tags: transfer pizzeria cafe, belonging, advertising

Last week, I talked about a need we all share: To belong. Apparently, my "need" is either growing, or I've become more aware of it. I'd like to think the latter. I had lunch yesterday at the relatively new restaurant Transfer Pizzeria Cafe, a pizza and panini place at 1st and Mitchell Streets.

Now, I had heard a lot about the joint from fellow employees and friends. People that I respect, admire and share similar interests. What I'm trying to say is that I went in wanting to like it. I was a fan before I crossed the threshold. I made assumptions based on past behavior, not to mention my undying need to belong and I knew it was good. So, when I actually went in, my mouth was waiting and watering.

My experience? It was nice and I want to go back.

But on the way back to the office, I pondered just how much my positive experience was colored by my bias to like it in the first place. Was I soft on the bad points? Did the great flavors of my Quattro Stagioni get blown out of proportion by my own insecurity?

This happens so much in our culture, many folks have misplaced their own opinion -- never to find it again. Some people would hear it was good, try it and no matter how crappy the experience, find it to be good indeed (hence the popularity of the McRib sandwich and Tom Cruise movies). On the other hand, plenty of folks would play the devil's advocate and instantly dislike it if it was "popular"-- the difference between optimists and pessimists, I reckon.

There is, however, a narrow set that has the ability to carefully and thoughtfully weigh the hype and / or criticism to decide for itself. This crowd would contain ethical Olympic judges the Dalai Lama and peeps like my friend, Jim Dier. I like to think myself a part of this exclusive club, but I'm afraid my mind is a little too harried to give matters such time. My friend, Jim Dier, simply takes each experience (both hyped and criticized) at face value. He takes his own time to digest it, form thoughtful opinions and eloquently voice them (well, sometimes not so eloquently ... burp).

And now, thinking about my Transfer Pizzeria Cafe experience, I can say, sure, it was good. I will return and I assume I will enjoy it once again. Rose-colored glasses aside, maybe my "need" to like it put more weight on my judgment, and therefore I became more critical.

Perhaps. But for now, I'll throw Transfer in the Top Five Pizza Places of Milwaukee.

So, the next time you see a "Top-something" list, or someone's touting "Most popular whatever," be keenly aware how you approach whatever "thing" it is. And hopefully you can form your own opinion without the fear of "not belonging." Be strong.

4 comments about this article. Post a comment / write a review.

Recent Talkbacks ...

Posted by boozehound on June 3, 2008 at 10:18 a.m. (report)

The article brings up a very good point. With my experience, however, I went in expecting nothing special since none of my friends visited the place yet. I was pleasantly surprised with the pizza. I'd agree with putting it in the top 5. As for the prices, I think they're reasonable given the fact that dough and cheese prices have seen drastic increases in the past 2 years. Transfer is a very nice addition to the milwaukee restaurant scene.

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Posted by EatWisconsin on June 2, 2008 at 9:43 a.m. (report)

I think I become more critical when I come in with preconceived notions of how great I think the place will be. I went to Napa last year and made a reservation at Bouchon owned by possibly the best chef in the country (if not the world) Thomas Keller. I figured I would be blown away by the food. I was underwhelmed and disappointed. It simply wasn't that great. After I left I wondered to myself if I had never heard of Keller or the restaurant and had just walked in off the street if I would have had the same attitude about the meal.

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Posted by Z_boy on June 2, 2008 at 9:26 a.m. (report)

Interesting article. I, too, had read a wonderful column about this place when it first opened, right here on OnMilwaukee as a matter of fact, including reader comments, so I was excited to give this place a try. And though the food was decent and fresh tasting, it didn't knock my socks off. I also thought the price of a small pizza was high based on the size of what you get (this is compared to other places around town). Let me just clarify: none of the food was bad; it just wasn't special, especially for what you end up paying. Without a doubt, though, this place is beautiful. The work that was done to the interior should garner the owners a "best architecture" award this year. And the service was top-notch. Super friendly staff that made me feel like a special guest.

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Posted by chef jovan on May 31, 2008 at 9:07 p.m. (report)

My fiancee and I dined there on Thursday, we each had pastas. She had a glass of wine, and I, a Peroni. The server was pleasant and was all smiles. We waited for a little longer than we had expected for our food, but not too long to be inconvenienced, we were headed to a show. The pastas we had, the Gamberetti and the Pollo di Funghi came out piping hot, and smelled fantastic! The gamberetti had more sauce than I had expected, but was happy to have the extra to take home. The Pollo was creamy and garlicky and stinky enough to be beautiful. With the two entrees, a glass of wine, and two beers, our bill was less than 40 dollars, I've spent twice as much and not had nearly as nice a time in other joints. It was comfy, very casual, and just the thing for a nice date night. Viva la Transfer!

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