wow, thanks for the help all.
Looks like the widget uses this DA+ web site and the pizza place isn't listed there. This one example is a very popular business that has been around for years. It does come up in Sherlock, which I use often to find businesses and services.
The point of the thread (which I did a terrible job making) was that the data coming back from the yellow pages widget is pretty incomplete. If you are searching for something that you've never looked up before, like a plumber or mechanic you probably won't get a very good list at all.
Off to find (or write) a better yellow page widget...