I hope that pizzeria hasn't been hit too hard and will be left alone promptly. Small businesses don't have the money or time to have to deal with little handicaps like this.
I loving hate the game, but (unfortunately) it has nothing to do with the game or its creator. It's the result of a community of extremely young people constantly pushing the boundaries of what is "acceptable", without any kind of moderation to keep them out of trouble. It's not helped by YouTubers, writers, twitter users and roleplayers who are trying to push this kind of false fiction and connect it to real life that confuses the young kids.
Maybe it's not a coincidence that my most hated YouTube channel of all time is GameTheory or whatever the forget it's called.