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Data-driven analytics. Tech integrations. Self-service capabilities. These so-called drivers of excellent customer experiences are rather… well… cold? Sure, they matter in enterprise software, but what about the everyday businesses in our community? Do they really define what makes an experience great?
Pittsburgh’s small businesses argue otherwise. Step into a family-run shop, and you’ll find that kindness, passion, and authenticity can outshine any algorithm. Owners greet you like a neighbor, offer recommendations with genuine excitement, and treat each interaction as more than a transaction. These businesses don’t need to rely on kiosks or loyalty apps, because they offer something better: a feeling of connection that keeps people coming back.
Here are a few of my favorites that showcase Pittsburgh’s small business charm, and the people who bring them to life.
Just off Walnut Street in Shadyside, you’ll find my favorite place in Pittsburgh: a little shop called Treat — Ice Cream & Liege Waffles. Even though I only stop in a couple times times each semester, the staff remember me every time and greet me with a warm smile.
The ice cream and authentic Belgian waffles are delicious, but the service makes this place truly great. Whether it’s letting you try as many ice cream flavors as your heart desires, giving you a pup cup for your dog, or letting you fill your whipped cream to the brim, the owner’s generosity doesn’t go unnoticed. If you get a chance, try out my happy place :)
Vincent serving a Liege waffle
Leige Waffles & Ice Cream storefront
“This is a business with filled with heart, charm, passion and joy. Not only is everything food wise unique, special and delicious (no store bought ice cream here!), every liege waffle is handmade right in front of you. “Say when” topping application in the form of whipped cream makes this place one of the best dessert spots in all of Pittsburgh.” — Steve, Google Review
Right next door to Treat is Girasole, a family-owned Italian restaurant that recently celebrated its 25th anniversary in April. On any given evening, you can walk in and expect to find Pie (left) and his family chatting, laughing, and singing with the restaurant patrons.
The energy in Girasole is one-of-a-kind. The dining experience offers much more than good food — it’s a warm and lively atmosphere where they welcome you to be part of the family for the night. They don’t always take reservations, so I’d recommend going early if you can!
Jimmy “Pie” Gerasole, dubbed the ‘most popular attraction at Girasole’s restaurant’
Girasole basement restaurant in Shadyside
“The basement restaurant felt like a traditional Italian trattoria where everyone is treated like family.” — Jeremy, Discover the Burgh
In the heart of the Strip District lies the Pennsylvania Macaroni Company (also called Penn Mac), an Italian grocery store with a large selection of meats, cheeses, and other imported specialty foods. Established in 1902, the store has remained in the Sunseri family for three generations.
Not much has changed in the look or operations of the store since the 1940s, and customers love it that way. “Don’t change a thing,” one customer pleaded upon learning of an ownership shift earlier this year. Bill Sunseri, the new owner, affirmed his commitment to the community: “I want people to have Penn Mac in their lives… I want to get back to personal contact. No third parties. I want customers to communicate with us.”
The store is a must on your Pittsburgh bucket list, even if you aren’t looking to buy anything. Stepping into the store truly feels like you’ve been transported.
Bill Sunseri, third-generation owner of Penn Mac
The cheese counter at Penn Mac in the Strip District