n.118
FEBRUARY
2022
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editorials
N
o matter how cold the winter is, there is always spring afterwards.” The words by Eddie Veder is perfect to open this issue of Pizza & core International, that we are publishing at the gates of the season that awakens nature, the sweet spring where everything is renewed and everything returns to bloom, with the hope that the new terrible crisis due to the brutal aggression of the Russian army in Ukraine will soon be resolved. The world of catering is also flourishing again after the cold winter of Covid-19. It was the right time. We leave behind a very hard winter marked by an indescribable collapse, merciless numbers like those that count the losses of the last 24 months. The Ho.re.ca. world has seen billions in turnover fade in two years and at least millions of places have closed forever. The bill that Covid presents is very high:
the sector operators come out of the long crisis very dented with their business marking in the red. The changes are there for all to see, but it is precisely in the changes that we must find the new and all the opportunities that the new always brings with it. We are confident that our restaurateurs, our pizza chefs will know how to do it. Despite all this kind of earthquake we see positive attitude, because the world of catering retains a lively and proactive spirit. Spring is back, the time has come to look ahead, the restaurant world knows and will be able to find the path to rebirth and we hope the world the way of peace. We at Pizza & core International will try to indicate it in our small way. The journey restarts, together. Giuseppe Rotolo
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events
and FAIRS
T
he acquisition launches the largest specialised HoReCa event in the UK and Europe The 8 th edition of Bellavita Expo London, the largest Mediterranean Food & Beverage trade show in the UK, will be co-located with EPPS - the leading European pizza and pasta industry event, on 22 nd and 23 rd of June 2022 at the prestigious Olympia London exhibition centre. Organised with the support of Vinitaly and Cibus, and in association with PAPA - The Pizza,
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Pasta & Italian Food Association, the two events will complement each other to create the largest trade show dedicated to food, drinks, and specialised equipment. The event will generate a substantial growth opportunity for the UK and European F&B industries with all categories under one roof and in one yearly unmissable appointment for HoReCa and Grocery Retail buyers. In addition to producers of pasta, pizza, flour, kitchen equipment, charcuterie and cheeses, plant based and
firstFLOOR
edited by Antonella Leoci
free-from products, as well as wine and beverages, the exhibition will expand its sectors, adding on artisan bakery equipment and suppliers, shop and restaurant tech services. Alongside the celebrated Bellavita Wine Stage and the European Pizza Championship, the audiences can join the inaugural License To Bake - Artisan Bakery Cup competition. Leading European sommeliers and celebrity chefs will lead the programme of the highly anticipated wine and cooking master classes at the Academy Stage. The joined event has already confirmed an Ibérica Expo Spanish pavilion. “This is an important and strategic acquisition – shares with us Aldo Mazzocco, CEO of Bellavita Expo Ltd - It consolidates our leadership in the F&B market. Together with the management of Fiere di Parma and Veronafiere and with the support of our European Foodservice stakeholders, we will unite and re launch the industry. Over the next three years, EPPS aims to become the largest specialised event in Europe, effectively servicing the F&B sector”. “We are happy to be part of a much larger family of events. This will give us an unprecedented opportunity to develop new content, to add new industries and enhance the offer to our visitors and buyers – commented Stanislava Blagoeva-Duschell, MD of The European Pizza and Pasta Show – We look forward to creating a new and exciting Omni-channel platform for all our clients year after year, growing with the industry and for the industry. We are stronger together!” For more information or how to exhibit, please contact the team behind The European Pizza and Pasta Show at: info@pizzapastashow.com Tel: +44(0) 20 7352 4356
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HO.RE.CA
world
Add value to derive value
A
mong the most used sales techniques there are up selling and cross selling. The first one aims to increase the quantity or quality of the product that has been sold, the second one instead relies on offering the customer a complementary to the first product. These two techniques, which can be used both synchronously and separately, are based on the creation of a need, providing the customer with an opportunity to satisfy their purchasing needs.
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Up selling is a sales strategy that consists of encouraging the customer to buy the version with greater added value (quantitative or qualitative) of a certain product than the one they originally intended to buy. Up selling is an easily acquired skill that is fundamental in the world of contemporary catering, as it allows, with a small communicative effort, to increase the company’s revenues. This technique, which can be translated into Italian
HO.RE.CA
world
as “fino alla vendita”, must be used wisely, making sure that the customer does not have the too obvious feeling of being pushed to buy something at all costs. In fact, we must not be too intrusive or coercive, always remembering that the customer is not “an orange to squeeze”. It is necessary to argue, be prepared and kindly let the customer understand why he should make this choice. The customer must be encouraged to make a small extra expense in exchange for greater satisfaction, which will therefore add value to their experience. This method consists of not asking the customer directly if he wants an appetizer, but assuming the idea that he wants one. Therefore, once you get to the table, you can describe the courses of the appetizer. At that point, once the customer has chosen it, you can try to suggest a larger portion. Let’s imagine that our client is taking a seat at the table: we usually simply ask him if he wants still or sparkling water, with this technique, we can begin to describe the aperitifs that the restaurant has to offer. We will do this by highlighting our personal preferences: “Would you like something to drink? We can prepare an excellent Mojito with fresh and juicy raspberries. It is very good and I recommend it “. In this situation, the customer, who perhaps was only thinking about getting a bottle of water, doesn’t stop thinking about mojito, red and raspberries. In this way you can easily go from a 2-5 euro sale to a 7-12 euro one. This technique can also be used for appetizers.
Another technique is to ask the customer, once the meal is finished, “What do you prefer for dessert”? Doing it in a descriptive and stimulating way so that you create curiosity and avoid receiving the disappointing response “No thanks, I’m too full”. On the other hand, we know that the cake does not reach the stomach, but the heart. At this point you can use a cross selling action, by proposing the customer to accompany the dessert with a “passito” wine or a digestive cocktail, thus merging the two techniques getting a significant benefit.
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HO.RE.CA
world
It is essential to know the customer’s preferences. It will therefore be useful to chat and be told about tastes and preferences so as to establish a relationship of trust, transform the simple sale into a source of greater income, and therefore make the customer satisfied and pleased.
Another very important aspect in the sale is the knowledge of the products and raw materials that we will propose to the customer. To be descriptive, it is important to have a thorough knowledge of the origin, quality, characteristics and properties of the products used. In fact, greater knowledge corresponds to a better ability to inform.
To transform an increase in daily turnover into a possibility of long-term earnings, it will be crucial to strengthen the customer’s convictions regarding his choices. Phrases such as: “I am convinced that you will like this dish” or “Let me know what you think about it once you have finished”, transmit enthusiasm 8
and increase the customer’s trust, establishing a lasting relationship. The customer will probably come back or recommend our restaurant to his friends.
The price factor is very important. It will always be necessary to keep the customer informed about price changes compared to his initial choice. Basically, the maximum price proposed must be approximately 2530% higher than the price of the product initially ordered by the guest. In fact, let’s not forget that the ultimate goal is customer loyalty and this can only be achieved with clarity and transparency. In conclusion, we can therefore see how the up-selling technique can significantly affect the overall revenue of the restaurant company. We therefore remind you to use it when ordering, when the customer is absolutely prepared to purchase. The effectiveness of the technique is never one-sided, in fact the revenue concerns both the company and the customer. By offering added value with kindness, preparation and transparency, you will therefore have satisfied customers while the company’s cash desks will smile happily.
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companies
at Sigep, Rimini 2022 From March 12-16, 2022, Gi.Metal, the leading company in the production of professional equipment for the world of catering and pizza making, will be present at the 43rd edition of Sigep, the International Trade Show of Artisan Gelato, Pastry, Bakery and Coffee.
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i.Metal is the world leader in the production of professional food service equipment: pizza peels and utensils for the preparation, service and delivery of pizza. Their history started in 1986 at a small artisan workshop to eventually become what they are to-day: a plant of over 6000 m² that supplies over 2000 dealers spread throughout the world. For 35 years, Gi.Metal has been investing in resources and new technologies which, while lis-tening to its customers, has turned into a wide range of products, designed to meet the most di-verse requirements and to facilitate the work of pizza makers and professionals in the industry in every step of their work. Listening to our customers has become the core of the research and development of Gi.Metal products,
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carried out by meeting them personally and participating at events and trade shows, though limited in recent years, but which the company has always lived as im-portant and essential moments in the process of designing its lines. While ready to experience the 43rd edition of Sigep, Gi.Metal will welcome visitors to introduce the latest novelties, in a completely renewed exhibit area, set up in different areas according to the company’s focal points, a division ever more strategic for the growth of the company’s business. The stand coordinates are: B7/ 002 There will be three distinct areas inside the stand, but unified by the colour blue, symbol of the Tuscan
companies
company. Inside the Gi.Metal professional area you may find the entire range of pizza peels, the core business of the company, and the instruments for preparation, cutting, servicing, cleaning and manag-ing the oven. Among the novelties, one of the prominent ones in the professional area will be perforated trays, which act as cutting board, tray, plate and display. Fitted with feet, that raise the base off the table, and perforated surface, to release vapour and moisture. These two fea-tures work together and are necessary to best preserve the quality of the pizza, focaccia or other dishes set on top of them. The other two areas will be dedicated to the new entries at the Gi.Metal home: REDBOX and Amica Line. Specific trends surfaced during the pandemic, for which Gi.Metal wanted to come up with a solution. The delivery sector is in constant expansion. The company knows how important it is for a res-taurateur to be able to serve at the table the result of their work and to see the customer gratified and content. This all changes when delivering pizza to the customer’s home, where it’s hard to recognise all these efforts.
This problem has been solved by the introduction of REDBOX – the first pizza carrier box that controls the temperature and moisture to deliver a hot and fragrant pizza to the customer’s home, just like fresh out of the oven. You can exclusively test the box in action at the stand and ask the attending staff for any in-formation. Another innovation which the emergency situation prompted regards the line designed to deal with the home preparation of pizza and baked products. Gi.Metal’s Amica Line provides the amateur pizza maker with a series of utensils Made in Italy, food grade certified, lightweight and handy, easy to use and have in your kitchen, designed to bring the quality of professional products to your home. During Sigep 2022, Gi.Metal will also have the pleasure of presenting its customers with the new 2022 catalogue, that responds to observations made and meets market demands, collected by the commercial team. A nice soft touch cover enhances the perforation, a peculiar feature of the pizza peels, together with the new graphical layout that makes it easier to read and find information.
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the toolsOF THE TRADE
the multi-function product that innovates your service It is a tray. It is a cutting board. It is much more: it is the tool that changes the quality of the product, while maintaining the fragrance of your pizza/focaccia.
Shape and sizes
Rectangular 25x40 and 40x60 cm are ideal for Roman Pinsa and for all special formats, pizza in shovel or meter pizza.
Round shape is suitable for those who make round pizzas, from the standard of 33 cm up to the maxi of 41 and 50 cm in diameter.
The structural characteristics of the tray-cutting board allow to better preserve the quality of the pizza, focaccia or other products.
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The special feet keep the base raised from the support surface.
The handles allow a safe, comfortable grip and have an inclination specially designed to allow the passage of the wheel during the cutting phase.
The trays are entirely realized in aluminum: a hygienic material, easy to wash, lasts over time and weighs a few grams. The perforated surface allows the discharge of steam and humidity.
The hole design is designed to easily suggest the direction of the cut, making portioning quick and easy. Find out more about the new perforated trays-cutting boards, ideal for serving and cutting pizzas and focaccias. Visit our website www.gimetal.it
companies
On the occasion of Sigep 2022, Esmach is proud to present the new Climother Easy line: the leavening and non-leavening cabinet with an innovative patented Esmach system.
C
limother Easy is the innovative technology that allows you to manage and control the leavening of formed and leavened products for bakery, pastry, pizzeria and catering, and to bake them at any time of the day. By exploiting the natural leavening process (due to the natural energy of fermentations) and the management of time in a climatic cycle (temperature and humidity), Climother Easy reduces waste in the production and consumption of electricity. This technology captures the energy that nature offers us and applies the parameters necessary to create the ideal climate for the management and control of a leavening environment. It also allows high energy savings in the fresh food processes, with the possibility of also being used to improve the tempering of frozen products.
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advertorial
Let’s see the several pros which are linked to this system. For example, Climother Easy allows you to manage the dough without waste and in a simpler way: in fact, the professional can better manage and master the time available to cook the product without necessarily being an expert. Furthermore, the system allows to stabilize the leavening of products that can be baked at various times of the day, with excellent results, in terms of flavors and aromas. Finally, the recovery of frozen products is also improved, in addition to lower operating costs and the possibility of always having fresh and ready products. The innovative Climother® process patented by Esmach, comes from Esmach’s growing attention to a consumer who is increasingly looking for genuineness and simplicity in the laboratory and above all to the use of Natural Mother Yeast, much appreciated by the consumer for its digestibility, genuineness and for the unique flavor it releases into products. Esmach has therefore made use of all the laboratory studies and authoritative sources with which it has numerous collaborations in the technological field, developing a cutting-edge technology based on direct observation of the product and its characteristics (life cycle, the maximum leavening curve and stabilization) trying to give a solution to different needs and requests, here is the new Climother Easy line.
We are waiting for you at Sigep from 12th to 16th March 2022, to discover all the novelties! 15
theINGREDIENTSof
The history of Cantabrian anchovies finds its roots in the late 1800s and early 1900s when the first Sicilian fishermen arrived in Cantabria, on the Spanish coast, and realized that there were and worked the biggest anchovy fillet he had ever seen. Italian and Cantabrian anchovies are very different products, with different destinations in the kitchen, which do not necessarily have to compete but can be enhanced in different ways and recipes.
The Cantabrian anchovies are much fleshier, that is characterized by a very thick flesh, due to the coldness of the sea water, which leads them to move continuously without being able to stay still. In fact, the seas of the Cantabrian are known to be very cold. After their fishing period from April to July, they are processed one by one. Precisely the minuteness and precision with which they are prepared, all perfectly selected the same of the same size, which is among the characteristics of the Cantabrian Anchovies.
Demetra is the exclusive importer for Italy and France of Wiberg DEMETRA SRL - Via Roma, 751 - 23018 TALAMONA (Sondrio) ITALY Ph. +39 0342 674011 - Fax +39 0342 674030
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demetrafood.it
wiberg.demetrafood.it
INGREDIENTI Polpa Pizza Demetra Stracciatella Anchovy fillets from the Cantabrian Sea by Demetra Fruits of the Caper by Demetra Cream of Taggiasca olives Valerian salad Basil oil dressing by Wiberg
PREPARAZIONE Fill the pizza base with the tomato and drops of oil. In exit, garnish with the remaining ingredients. To make the olive cream, cook the olives in the oven at 180 ° C for 40 minutes, let them cool then grind them.
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