Is pizza.nyc More Valuable than pizza.com?

By Mike Maddaloni on Tuesday, June 16, 2009 at 04:00 AM with 5 comments

There is momentum around New York City getting its own generic top-level domain (gTLD) - .nyc. The team organizing it, dotNYC LLC even has a ringing endorsement by former mayor Ed Koch. Where there has been a lot of controversy about the mass unveiling of gTLDs, this one has a lot of traction and makes a lot of sense to me, especially for a city of 8 million plus people.

So this got me thinking – which would be a more valuable domain name, pizza.com or pizza.nyc?

Last year pizza.com was sold in auction, and the price was reported to be around the US$2.6Million it sold for earlier. There is a Web site at pizza.com that has the tagline of “everything about pizza” but isn’t a compelling Web site, especially to someone like myself who 1) designs and develops Web site, 2) is 100% Italian American and 3) has eaten quite a bit of pizza in his time! I am not quite sure of the revenue model here; I can perform what is a Google search through the site for pizzerias, but you can’t order a pizza directly through the Web site.

When I think of pizza.nyc, all I think of is opportunity. The competition for this domain name will be significant, with parties from within New York City and beyond. The name recognition will almost be automatic in the City as there will be other .nyc domain names plastered throughout the city and people will start to naturally go to whatever dot nyc to get to a product or service. Then there is revenue. Pizza.com could be one pizza chain or a consortium of many. Whether it is direct or affiliate sales, there is definitely opportunity to make money from pizza in a city where people are passionate about their pizza.

This is not to say there is not opportunity for pizza.com. I do not have any insight or knowledge into its owners or their business model. What I am saying is based on what I see – both from what pizza.com is and what pizza.nyc can be.

What do you think? Are you in the pizza business? Are you a resident of New York City? Or do you just buy pizza? We’d like to know.


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