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Life & Work with Nicholas Fiorentino

Today we’d like to introduce you to Nicholas Fiorentino. 

Hi Nicholas, thanks for sharing your story with us. To start, maybe you can tell our readers some of your backstories.
My personal background is in internet marketing but my family owned a slaughterhouse in Pennsylvania. The Meatery is particularly passionate to me as it represents my skillset and (a modern version of) my family history. 

The Meatery was born at the height of the pandemic, with its first sales recorded in November of 2020. Given I couldn’t go to restaurants for a great steak, I began sourcing Japanese A5 Wagyu and splitting the loins amongst friends. I did this a couple times and then realized the demand for exceptional beef was high and launched an online store. 

The website grew rapidly enough that I moved into a warehouse in early 2021 and began scaling the business. The warehouse had 2 offices in the front, which I converted into a small “hidden gem” storefront launched in August 2021. Our little storefront absolutely took off, quickly amassing 100+ 5-star reviews on Google. 

On May 2nd, I launched our first “Modern Butcher Shop” concept which expands beyond Wagyu to offering exceptional USDA Beef as well as a variety of other meats, seasonings, and sauces to the Mission Hills neighborhood. The response thus far has been overwhelmingly positive and I am grateful and excited to continue expanding The Meatery’s local presence in San Diego. 

We all face challenges, but looking back would you describe it as a relatively smooth road?
Launching a business is never an entirely smooth road, and The Meatery was no different. Some of the biggest challenges I’ve faced thus far were: 

1 – The Texas snowstorms causing over $30,000 of shipments to be destroyed. I reshipped everything, no questions asked, but it hurt the young business 

2 – Learning shipping! Optimizing the packaging we use, rates, what days it is safe to ship perishable food, etc. 

3 – Apple’s iOS14 update really hurt the online advertising efficacy 

As you know, we’re big fans of you and your work. For our readers who might not be as familiar what can you tell them about what you do?
I have been an internet marketing professional for 15 years, with a specialty in “Performance Marketing”. In essence, I’m a professional gambler as Performance Marketers spend their own dollars advertising goods & services in exchange for an agreed-upon commission for whatever action is taken they’re advertising for (with hopes of the commission exceeding the cost of the advertising as profit). 

As it relates to The Meatery, I’m absolutely proudest of the reputation that is clearly established for the brand. There’s really nothing more rewarding than the constant stream of happy customer feedback. 

As for what sets The Meatery apart from the pack, well…that is coming very soon. The storefront really taught me a lot about the average customer’s knowledge about steaks/Wagyu…their fears, hesitancies. Our first store is going to partially transform to a “Digital Storefront”. Website visitors from anywhere in the USA or Canada will be able to video chat with a sales rep in our store and view our inventory as well as pick out their exact steak they’re going to be shipped. 

I hope to have our new website fully launched by 6/15 at the latest. 

What quality or characteristic do you feel is most important to your success?
If I’m being honest, “my” success is the last thing on my mind in this venture. The focus on sourcing the absolutely best meat in the world and delighting the hell out of the customers from start to finish is all that I care about. I’m sure if I can accomplish those two missions, personal success (however it is defined) will follow. 

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