ome U.S. retailers have already found that being featured in the game can drive tons of real customers into their stores. “The amount of people has been astonishing,” Tom Lattanzio, the owner of L’Inizio Pizza Bar in Long Island City, Queens, told The New York Post yesterday. The Financial Times reported that the pizza restaurant saw business increase 75 percent after buying a $10 in-game power-up that lured Pokémon to its location.