PMQ Pizza Media April 2022 by PMQ Pizza Magazine

PIZZA MEDIA

ADVANCING THE PIZZA BUSINESS COMMUNITY

APRIL 2022 | PMQ.COM

THE POWER OF ONE How independent pizzerias can flex their superpowers and compete with the chains. PAGE 24

32 VEGAN RECIPES | 42 THE THIRD-PARTY SOLUTION | 50 OVEN UPKEEP

B R E W BI LT.C O M · 5 30 -8 0 2-50 2 3

YOU DON’T NEED A BIG BREWERY TO MAKE A BIG IMPACT. Old Town Pizza’s brewery component Slice Beer Company knows a few things about making big beers in a small space. Slice and BrewBilt teamed up to customize a system that perfectly fits both their brewing style and 1,100-SF production area.

MY FATHER USED TO SAY MAKE IT SIMPLE. MAKE IT GREAT. MAKE IT YOURS. THAT’S HOW YOU MAKE IT.

What’s your declaration of independence? Grande is championing operators who have an independent spirit and shared passion for excellence. By providing the ﬁnest all natural, authentic Italian cheeses, along with an unwavering commitment to quality, we’ll continue to advocate for independents and their love of the craft.

pizzamagazine.com

IN THIS ISSUE - FEATURES

APRIL 2022

ON THE COVER

THE POWER OF ONE To compete with the fast-growing pizza chains, independents need to tap into their superpowers and build a not-so-secret identity far different from their corporate rivals. By Rick Hynum

Brian’s Vegan Journey: Why You Should Care About Vegan Customers

Recipe of the Month: Grande’s Grandma Pizza

The Double Zero Equation

32 42 50 56

Va-Va-Vegan!

The 3rd-Party Solution Hot Property Team Players

PMQ PIZZA MEDIA | PMQ.COM

PMQ ONLINE - DIGITAL EXCLUSIVES

PIZZA MEDIA ADVANCING THE PIZZA BUSINESS COMMUNITY

A Publication of PMQ, Inc. 662-234-5481 Volume 26, Issue 3 April 2022 ISSN 1937-5263

PUBLISHER Steve Green, sg@pmq.com ext. 123 CO-PUBLISHER Linda Green, linda.pmq@gmail.com ext. 121 EDITOR IN CHIEF Rick Hynum, rick@pmq.com ART DIRECTOR Eric Summers, eric@pmq.com SENIOR COPY EDITOR Tracy Morin, tracy@pmq.com IT DIRECTOR Cory Coward, cory@pmq.com ext. 133

2022 Real California Pizza Contest Accepting Entries Through April 24 Pizzaioli and chefs can win up to $30,000 in cash prizes with recipes featuring California dairy cheeses in the fourth annual competition. pmq.com/real-california-pizza-contest-2022/

Yelp Ranks This Employee-Owned Pizza Shop as No. 1 in the U.S. Rave reviews have earned Cheese Board Collective, located in Berkeley, California, the top spot in Yelp’s “Top 100 Places for Pizza” list. PMQ.com/yelp-top-100-pizzerias

Riverside Pizzeria: Going Fully Sustainable in Costa Rica Rudy Waldner journeyed to Costa Rica to find out how restaurateur Daniel Harris has created a thriving business with a triple bottom line.

37-Year-Old Pizzeria Transitions to Employee Ownership Founders Mark Gold and Louis Siecinski have partnered with Teamshares to turn the workers at Milwaukee’s Pizza Shuttle into stakeholders. PMQ.com/pizza-shuttle

PMQ.com/riverside-pizzeria

DIRECTOR OF RESEARCH Blake Harris, blake@pmq.com ext. 136 TEST CHEF/USPT COORDINATOR Brian Hernandez, brian@pmq.com ext. 129 REPORTER Chris Green, chris@pmq.com FOOD PHOTOGRAPHER David Fischer, david@pmq.com CHIEF FINANCIAL OFFICER Shawn Brown, shawn@pmq.com

ADVERTISING SALES DIRECTOR Linda Green, linda.pmq@gmail.com ext. 121 SENIOR ACCOUNT EXECUTIVE Tom Boyles, tom@pmq.com ext. 122 SENIOR ACCOUNT EXECUTIVE Jerry Moschella, jerry@pmq.com ext. 137 SALES ASSISTANT Brandy Pinion, brandy@pmq.com ext. 127 INTERNATIONAL PIZZA MARKET Italy: Enrico Fama Fama.Enrico.gmail.com Russia: Vladimir Davydov Vladimir@pmq.com

Spring Cleaning: 5 Tips to Optimize Your Pizzeria April’s here at last, and it’s a good time to start thinking about ways to clear out the old and bring in the new at your pizza restaurant.

China: Yvonne Liu Yvonne@pmq.com PMQ PIZZA MAGAZINE 605 Edison St. • Oxford, MS 38655 662.234.5481 • 662.234.0665 Fax

PMQ.com/spring-cleaning

ALSO IN THIS ISSUE: 10 Events & Promotions 12 Moneymakers 64 Idea Zone 68 Product Spotlight 8

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PMQ Pizza Magazine (ISSN #1937-5263) is published 10 times per year.

70 Pizza Industry Bulletin Board 74 PMQ Resource Guide 82 Pizza Hall of Fame

Cost of U.S. subscription is $25 per year. International $35. Periodical postage pricing paid at Oxford, MS. Additional mailing offices at Bolingbrook, IL. Postmaster: Send address changes to: PMQ Pizza Magazine, PO Box 9, Cedar Rapids, IA 52406-9953. Opinions expressed by the editors and contributing writers are strictly their own, and are not necessarily those of the advertisers. All rights reserved. No portion of PMQ may be reproduced in whole or part without written consent.

EVENTS & PROMOTIONS

MONTHLY MARKETING CALENDAR

APRIL 2022 Industry Events

Visit PMQ.com/calendar for all the events and promotions taking place in our industry. Do you have an event that’s not listed here? Let us know at editor@pmq.com.

Saturday, April 16 Day of the Mushroom A 2021 YouGov survey ranked mushrooms as the third most popular pizza topping, and there are countless varieties to showcase on your pizzas. Create an LTO pie featuring your favorite fungi, design some trippy graphics and promote it on social media.

New England Food Show April 3-5 Taking place in Boston, this regional event offers the industry’s latest products, services and technologies plus educational sessions and cooking demos. Keynote speakers include Michaela Mendelsohn, CEO of Pollo West Corporation; chef Richard Blais; and Marian LeitnerWaldman, CEO and co-founder of Archer Roose Collective. Learn more at newenglandfoodshow.com

World Pizza Championship April 5-7 After a two-year hiatus due to the pandemic, this international event returns to Parma, Italy, in 2022. It will feature culinary competitions in categories including Classic Pizza, Pan Pizza, Neapolitan STG, Pizza for Two and Roman Pizza, plus acrobatic contests like Freestyle, Largest Dough Stretch and Fastest Pizza Maker. Learn more at campionatomondialedellapizza.it/eng/

Promote This! Saturday, April 2 World Autism Awareness Day Set aside this day to honor and spotlight your employees, employees’ family members or customers with autism. Use social media, including still photos and videos, to showcase their talents and skills and offer specials to families with autistic children or adults.

Tuesday, April 5 National Deep Dish Pizza Day You say you don’t have deep-dish pizza on your menu? It’s a hugely popular style, so now might be the time to try out your own version. Offer the Chicago classic to members of your loyalty program at a reduced price and ask for their feedback. 10

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Tuesday, April 19 National Garlic Day Showcase the grandeur of garlic in pies, pastas, sauces and other dishes featuring the “stinking rose.” Turn up the heat with Rocambole garlic or roast Purple Stripe garlic cloves, such as a Chesnok Red or Persian Star, for garlic ice cream—a sweet spring treat!

Wednesday, April 27 Stop Food Waste Day Dedicate April to launching a new program to dramatically reduce wasted food. Conduct a food waste audit, train your staff on solutions and partner with a food pantry for a special April 27 event to show that you care about the environment and food equity.

Learn and Earn! 1 p.m. (CT), Tuesday, April 19 PMQ Live Update: Francisco Migoya, Head Chef, Modernist Cuisine Migoya, co-author of Modernist Pizza, will fill us in on the inspiration and creation of this new, exhaustively researched, three-volume guide to the world’s greatest food. Migoya will also talk about some of his favorite recipes featured in the book. Join us on Facebook Live!

MONEYMAKERS

SAYING “I DO” TO PIZZA WEDDINGS Valentine’s Day can be a little cheesy. So can weddings. But 10 micro-weddings on February 14 at L’industrie Pizzeria in Brooklyn, New York? You can’t get much cheesier than that, especially with pizza and soft-serve ice cream served at the reception. L’industrie found a match made in heaven with Honeybreak Officiants, a woman-owned New York company that presides over both in-person and virtual weddings (yes, some couples get married in Zoom meetings now). L’industrie hosted the 10-minute ceremonies in a heated outdoor pop-up chapel and then served up a feast of two pizzas per couple with softserve ice cream for dessert. The $600 package included 15 edited photos of the ceremony from a professional photographer. The lovebirds had to reserve their slots in advance on OpenTable.

L’industrie Pizzeria helped couples tie a tasty knot with a series of pizza weddings on Valentine’s Day this year.

The crew at L’industrie Pizzeria show off the company’s latest swag.

A MASH-UP TO REMEMBER Grace Garrett of Atlanta scored the grand prize—free pizza for a year—in the 2022 Pizza Mash-Up Contest held by Marco’s Pizza, thanks to her idea for an Italian Beef Pizza. Marco’s held a VIP Pizza Making Event on National Pizza Day in February, with Garrett and her family as the guests of honor. Chef Andy Dismore, Marco’s senior director of culinary innovation, picked the winner out of more than 500 entries submitted from around the country. The Italian Beef Pizza is topped with slowbraised Vienna Italian beef, Marco’s signature three-cheese blend, roasted sweet peppers and spicy giardiniera. Garrett and Dismore made the pie together at the VIP event at a Marco’s store in Atlanta. “I entered for fun but never really expected to actually win,” Garrett said. “My mouth waters every time I think about the flavor profile of an Italian Beef Pizza, and I’m so happy that I was able to try it.” Dismore said he was “blown away” by the hundreds of entries received for the contest. “There’s an art and science to blending flavors and textures, and when I read through Grace’s submission, I knew we had a winner.” Grace Garrett (right) takes a break from pizza making to chat with Marco’s chef Andy Dismore (left) and PR coordinator Tatiana Cunningham (center).

PMQ PIZZA MEDIA | PMQ.COM

MONEYMAKERS

SHARING THE WEALTH AT PIZZA SHUTTLE As kids, Mark Gold and Louis Siecinski shared tuna sandwiches for lunch in middle school, watched movies and hung out at each other’s homes. Mark once even got “out of control with his emotions” and locked Lou in a closet during a sleepover. But all was forgiven. In 1985, they founded Pizza Shuttle in Milwaukee and have run the business together ever since. Now, as they eye retirement, the old pals are transitioning Pizza Shuttle to an employee-owned business. “Many of our employees have been with us for years—even decades,” Mark said. “When I discovered the employee ownership model, I knew this was how I wanted to transition into retirement—empowering my employees to take ownership and benefit from business growth and success.” Mark and Lou turned to a financial technology company called Teamshares to make the change. Current employees will keep their jobs through the ownership transition. Employees collectively will receive 10% stock in the company, to be earned through four years of ongoing service. The goal is for Pizza Shuttle to be 50% employee-owned in 10 years and 80% employee-owned in 15 to 20 years. “It’s extremely rare in the restaurant industry to have built a passionate, loyal team like we have here at Pizza Shuttle,” said Jessica Gold, the pizzeria’s general manager. “We’re always looking to grow our team, and now employee ownership turns a job at Pizza Shuttle into a future career opportunity.”

More than 65% of Pizza Shuttle’s current employees come from diverse backgrounds and will soon have the opportunity to become owners in the business. Mark Gold (right) wants to make sure his employees can turn a job at Pizza Shuttle into a career.

A CIRCLE OF FRIENDS For Garrett Schroeder, whose family has owned Circle Inn Pizzeria since the 1950s, a nightmare came true in early January when a fire erupted and burned down his Sunset, Utah, shop. The community rallied to assist Schroeder and his displaced employees with various fundraisers, but he also got help from an unexpected source: Taboo Pizza, located in nearby Ogden. Taboo co-owner Jeremy Holmes started sending out his delivery pizzas in Circle Inn boxes, with an attached flyer promoting a GoFundMe page for Circle Inn. In an interview with a local news station, Holmes said Circle Inn, a family business that has been passed down through three generations, is a “community favorite.” He said his own pizzeria narrowly avoided destruction by an electrical fire a few months earlier. “If I hadn’t been here at the building, we would have lost everything…so we can feel what [Circle Inn’s owners] are going through.” Holmes added, “Yes, we are competitors, but at the same time, we are people, and as people, what we need to do is come together.”

Taboo Pizza owner Jeremy Holmes sent out his pies in hundreds of boxes from Circle Inn Pizzeria to promote a fundraiser for the decades-old pizza shop. Taboo Pizza’s young kitchen crew crafts artisanal pies like the Kalafornykation and calzones called Lil’ Bois.

BRIAN’S VEGAN JOURNAL

WHYYOU

SHOULD CARE ABOUT

VEGAN CUSTOMERS Now comfortable in his vegan skin, Brian Hernandez hits up Alex Koons of Hot Tongue Pizza for tips on developing and marketing a vegan menu.

ith two months of my three-month vegan journey behind me, I can now say I feel

relatively comfortable in this vegan skin. While

I haven’t noticed a lot of health and physical differences in my role as the “office vegan,” others have commented on my clearer skin and overall appearance. I quit drinking six months before this journey, and that accounted for a drastic weight loss that seemed to plateau around the time I started this diet. But I think some vegan weight loss has kicked in over the last couple of weeks. Regardless, I am looking and feeling good, with the occasional day of fatigue. But that’s OK. Lima beans all day on those days! Draw attention to vegan dishes and inform customers of your vegan kitchen practices with disclaimers on your menus.

On the two-month anniversary of my journey, I talked with vegan pizza consultant, U.S. Pizza Team member and all-around nice guy Alex Koons of Hot Tongue Pizza in Los Angeles. Being a vegan himself and an owner of another pizzeria (Purgatory Pizza) that offers vegan alternatives for all of its pizzas, Koons offered valuable insights about vegan customers and practices. PMQ: When did you go vegan, and why? Koons: As far back as I can remember, I’ve never liked eating anything with eyes, but I have been a vegetarian for about 17 years and vegan for six of them. I got really into cooking the minute I stopped eating dairy and meat, because I wanted to push the limits of what I had done prior to that change. I wanted to make the best food I could without using animal byproducts. It’s quite a challenge, but I was up for it. PMQ: What’s the biggest thing restaurateurs overlook when adding vegan options or opening a vegan establishment? Koons: The biggest mistake most people make is not liking their vegan options themselves. You can tell if someone puts something on the menu just to fill a void. Don’t put anything on the menu that you think has to be there. If you’re going to put it on the menu, make it as great as your favorite item on that menu. It’s simple, but people overlook it just to please the customers. You can taste love and effort. PMQ: Are “We Are Vegan-Friendly” disclaimers acceptable on a menu if you don’t have a fully vegan prep station? Koons: Absolutely. It shows you care enough about them to be transparent. Put up a sign or a menu note saying, “We do our best, but there may be some crosscontamination.” Not to put too fine a point on it, but if they still have a problem with it, count that as their issue and not yours.

PMQ: Should pizzerias offer plant-based proteins and meatless alternatives? Koons: While that isn’t for me personally, there have been a lot of improvements in these products recently, and people seem to like them. I personally don’t think they are healthy replacements, if you look at some of the recipes, but it depends on your headspace. As you said, you needed at least one alternative to make it through. I like more whole foods, fruits and veggies. It all depends on the customer’s palate. PMQ: Is it better to make your own plant-based proteins or buy from a distributor? Koons: Make it all day long! I suggest you find one meat alternative recipe you like and offer at least that one “meat” item on the menu. That’s acceptable in vegan circles. You can visit my website (AlexKoons.com) for some recipes, and I encourage you to steal them and make them yours. The ingredients are cheap. It costs you mostly time and labor.

the whole thing out. At Purgatory, we make mistakes all the time. But it’s all about how you handle that mistake and trying to not make them in the first place. Even just an “I’m sorry” goes a long way. PMQ: Should an operator mark items on the menu that already are or can be made vegan easily? Koons: Absolutely. You should mark those items with a “V.” It only costs you a little ink when printing menus. But again, if you do not like the dishes or don’t care about them, it will show. At that point, don’t even bother. PMQ: Top three tips for adding vegan options? Koons: Examine your menu for items that already are or can easily be made vegan by changing very little or, better yet, nothing at all. Make sure you have solid recipes for dairy and meat alternatives, and I would even suggest calling them “alternatives.” I don’t like calling things what they are not. I will call it an “[insert name here] alternative” at most. Finally, make sure you like the vegan dishes on your menu. PMQ: How do you market to vegan customers? Koons: The same way you market your regular menu. If you like your own vegan menu, it shows. And if you treat it the same as your regular menu items, so will your customers, and eventually they’ll accept it as the norm. Instagram is great as well. There are foodies in every city. Find a vegan foodie and DM them and say, “Hey! Come check out this phenomenal new menu item we’re offering!” That creates buzz and good content, which translates to word-of-mouth and more eyes on your brand.

From New York-style to Detroit-style, new techniques and ingredients make serving vegan dishes even easier and more delicious.

PMQ: As a vegan, what do you look for when you dine out? Koons: I like the things everyone else likes: burritos, falafels, Pad Thai. You can easily make all of those dishes without meat, fish sauce or eggs. You can make numerous items on your menu vegan without adding anything and omitting or substituting very little. PMQ: What were the biggest struggles you faced as a vegan customer? Koons: Just getting served meat or dairy in your dish. If I get a pizza delivered to my house that has cheese on it, it’s not like I can just eat around it. Teach your staff to care about the vegan customer and not see them as a nuisance, because that attitude will always show through, good or bad. I’m not that picky when mistakes happen, but others are and will throw

Using his vast vegan knowledge and personal experience, Hot Tongue Pizza owner Alex Koons knows what it’s like to live on both sides of the “thin green line” and helps others realize their vegan pizzeria dreams.

To hear more details about being a vegan and running a vegan operation, watch the full video interview at PMQ.com/Koons.

APRIL 2022 | PMQ.COM

RECIPE OF THE MONTH

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INGREDIENTS: 8-oz. pizza dough ball, slacked 9 oz. (9 slices) Grande Avorio Fresh Mozzarella, sliced 5 oz. plum tomatoes, hand-crushed 3 oz. tomato sauce, prepared 2½ oz. olive oil, divided ¼ oz. basil, chopped Grande Romano cheese, grated, to taste Sea salt, black pepper and oregano, to taste Garlic oil, to drizzle

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DIRECTIONS: Slice 9 oz. Grande Avorio into 9 slices. Pour 1½ oz. olive oil into a 12” x 12” pan to coat the inside of the pan with oil. Place dough in pan and coat dough with oil. Push dough out to the ends of the pan and let rest for one hour in a warm area. Gently re-push dough out to the corners of your pan. Lightly dimple the dough with your fingertips. Par-bake your pizza for 8 to 9 minutes at 500° to 550°F. Warm 5 oz. hand-crushed plum tomatoes and 3 oz. tomato sauce and set aside. Remove pizza from the oven and pour the remaining 1 oz. of olive oil around the sides of the pan. Top with Grande Avorio slices, leaving ½” border around the outer edge. Place pizza back into the oven and bake for 2 to 3 minutes or until cheese is melted and crust is golden. Remove pizza from oven and pan, slice into 9 pieces and spread blended sauce diagonally across the pie. Finish with salt, pepper, oregano, Grande Romano, basil and garlic oil.

LET YOUR CUSTOMERS BRING HOME A TASTE OF AUTHENTIC EAST COAST FLAVOR.

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THE DOUBLE ZERO EQUATION To double-zero or not to doublezero? That is the question. And the answer varies. BY BILLY MANZO JR.

have flour on my mind. (All the time.) I hear people in the industry say that you can’t make Neapolitan-

style pizza without double-zero flour, and I want to go full-out Joe Pesci on them. I know all you purists

E R B P H OTO G R A P H Y

will flip out when I say this, but if you want to serve Neapolitan-style pizza in your restaurant, you don’t really need double-zero flour.

APRIL 2022 | PMQ.COM

FEDERAL HILL PIZZA

“You can have the best pizza recipe with the most expensive flour, but if your oven isn’t capable of working the flour the way it’s created to be worked, you’ve wasted your money.” — Billy Manzo, Federal Hill Pizza I think we can all agree that, in the year 79 CE in Italy, there was no science lab taking protein samples to determine the correct formula for making Neapolitan pizza. No one was handing out certifications in the middle of the Roman empire, right? There are a variety of ways to make Neapolitan-style pizza. It’s not about running out and buying double-zero flour and expecting the world to beat a path to your door. Instead, you need to understand three things: 1) the flour you’re already working with; 2) the oven that bakes that flour; and 3) the consumer who eats it.

The flour: All flours are definitely not created equal. And the more you understand them, the better flavor profile you’ll achieve. In the United States, flour is classified by how much protein it has, but in Italy, the classifications are based on how finely ground the flour is (the “W” on flour packages indicates how “strong” or “weak” the flour is, but that’s an article for another day) and how much of the germ and bran have been removed. The Italians have a grading system that

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includes 00 (double zero), 0 (single zero), 1 and 2. Some quick definitions: 00: This is the gold standard of flours, the most refined flour ever made. The bran has been eliminated to make the flour whiter and easier to work with, and it contains between 12% and 13% protein content. 0: Slightly less refined. 1: A coarser flour that contains more bran and wheat germ. 2: Even coarser, with extra nutritional characteristics. Double-zero and single-zero flour are similar in texture to all-purpose/plain flour, which is much cheaper to buy. Many Greek-style pizzerias will use All Trumps High Gluten Flour by General Mills. It’s bleached and bromated, a pretty safe flour, with 13+% protein, and using it makes the Greeks happier than spaghetti with clam sauce.

The oven: Wood, electric or gas? That is the second question. While, of course, the dough is really important to making Neapolitan-style pizza, it needs somebody to dance the waltz with—someone who is not going to step on its shoes. And that’s the oven. The kind of oven you use in your pizzeria depends on a lot of factors—size of the restaurant, budget, etc.—so I’m not going to tell you to run out and buy a woodfired brick oven if you want to make Neapolitan-style pizza. But here is what you need to know: Any master pizzaiolo worth his mozzarella will tell you that the only way to cook pizza is with a wood-fired brick oven. It offers the highest heat, the fastest cook time, and the best flavor profile, including a really crispy crust. And let’s be real: Wood-fired brick ovens look cool. (And the product coming out had better be just as good as the show!)

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FEDERAL HILL PIZZA

“If you want to serve Neapolitan-style pizza in your restaurant, you don’t really need double-zero flour.” — Billy Manzo, Federal Hill Pizza But brick ovens are not always the best choice for a pizzeria, for a few reasons: • They take up a lot of space. • They have a high learning curve and require either someone who knows what they’re doing or investment in education or a consultant. (Hey, if you want to be a plumber, you’re going to learn from an actual plumber, right? That’s how you learn a craft.) • They require regular maintenance. • They have only one deck, so output is lower. • They offer little control. (Fire is fire, folks, and does what it wants.) • They cook at only one temperature. • They’re a big investment, potentially running into the tens of thousands of dollars. By comparison, electric and gas ovens offer a more even heat, with multiple decks for different temperatures. Gas ovens, in particular, may have the lowest heat output of the three, but they offer better energy efficiency and cooking control. And they’re a lot cheaper than brick! Let’s say you have a gas oven. Do you really want to use an expensive double-zero flour? That could be a bit of a waste. Why? Because the double-zero flour really loves the heat, and it’s built for very fast cooking—it’s finely ground and absorbs 22

PMQ PIZZA MEDIA | PMQ.COM

quickly (the cell structure is broken down so much that it can soak up a lot of water, which can really get in there). Two minutes in and out. Gas and electric ovens don’t work that way. They’re more of a slow burn. In other words, you can come up with the best pizza recipe and make it with the most expensive flour, but if your oven isn’t capable of working the flour the way it’s created to be worked, you’ve wasted your money. And time. Can you use gas or electric ovens to cook double-zero flour anyway? Absolutely. No one will report you to the Neapolitan police (although that’s a slight possibility). Just know that you’ll get, maybe, an 85% to 95% quality product, but that might be totally sufficient for your business. A quick story: When I first opened Federal Hill Pizza in Warren, Rhode Island, we bought a Blodgett gas oven because I wasn’t ready to commit to a wood-fired oven. But I knew the science of the dough and that I needed a higher heat, so I drilled out the orifices in the oven so that the gas was able to run straight into my Blodgett and reach up to 900°. Don’t try this at home, kids. A year later, the oven blew up in my face, and I had to go to the emergency room. The moral of the story? Make the right investment for your business at the outset.

The consumer: The real question amid all the flour and oven talk is this: Who are you serving? What do your customers want? Authentic Neapolitanstyle pizza with a high price point? (Which, of course, is better quality. Sorry, guys!) Or something close to authentic that is more affordable? If you want to be a neighborhood pizzeria that makes Neapolitan-style pizza and you have a gas oven, you can get a really good higher-protein flour that is unbleached and nonbromated, and you’re ready to go. It all depends on your pizza goals. Do you want to stick your pinkie toe in the Neapolitan-style pizza biz or jump into the pool? Either one is fine. But if you’re gonna jump into the pool and work with the best flours in the world, then you’d better be ready to prepare and work with that flour the way it’s designed to be worked with. And that requires an investment of time, energy and a wood-fired brick oven. Billy Manzo Jr. is a veteran restaurant operator and the owner/chef of Federal Hill Pizza, with locations in Providence and Warren, Rhode Island. FEDERAL HILL PIZZA

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THE POWER OF ONE The big pizza chains are expanding aggressively nationwide. To stay competitive as an independent operator, you’ll have to tap into your hidden superpowers. BY RICK HYNUM

he big pizza chains keep getting bigger. Success begets success, money makes money, and

even a two-year pandemic can’t change that. While

Americans were masking up and lying low at home in 2020, Papa John’s logged year-over-year domestic sales growth of 19%. For Marco’s Pizza, it was 24.7%, while Romeo’s Pizza’s sales growth blew up to 26.5%. “Scale matters in this industry,” said Sara Senatore, a senior restaurants analyst for Bank of America, in a January interview with Yahoo Finance Live. “And when you have a difficult operating environment [like a pandemic], scale matters even more.”

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APRIL 2022 | PMQ.COM

Bruce Hershey, co-founder of Piper’s Scratch Pizza Shop, has collected more than 2,500 customer emails since launching the restaurant’s loyalty program. P I P E R ’ S S C R ATC H P I Z Z A S H O P

“Get your story down so you can scream it from the rooftops. Why do you exist, what are your passions, and how do you and your team value your customers?” — Bruce Hershey, Piper’s Scratch Pizza Shop The large chains have huge negotiating power with suppliers. Their parent companies spend hundreds of millions on branding, advertising and marketing every year. Their technology teams have nailed online ordering and delivery down to a science. “So it has always been the case that the independent is at something of a disadvantage [compared] to the large chain,” Senatore added. “But never more so, I don’t think, than now.” Fortunately, independent pizzeria operators have their own hidden superpowers that the big chains lack. Like any “secret origin” story, you just have to discover them and, of course, use them for good. But first let’s take a closer look at why now is the time to flex your muscles and fly to your own rescue. The Power of Chains Yes, there are still more independent pizza shops (39,808) than chain locations (35,309) in the U.S. Even so, pizza chains logged $27.6 billion in sales last year, compared to $17.9 billion for independents. Meanwhile, they plan to keep opening more and more stores—probably in your market, maybe right down the street from you. Papa John’s inked its largest-ever franchisee development deal last October. California Pizza Kitchen kicked off its first national franchise program in December. Fast-casual leader 26

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Blaze Pizza aims to open franchised stores in all 50 states. And Hungry Howie’s recently announced a new franchise incentive program offering up to $150,00 in free royalties for new multiunit operators. “This is the first time in the brand’s history that we have introduced a program this aggressive,” says Steve Clough, Hungry Howie’s director of franchise development. Little Caesars isn’t exactly resting on its laurels, either. In November, Craig Sherwood, the chain’s vice president of U.S. development, told QSR magazine the time was “really, really ripe” for expansion. Little Caesars wants to open 50 new stores around New England, 35 in St. Louis, 15 in Denver, 25 in Charlotte, North Carolina, up to 10 in New Orleans, 30 in Tampa Bay, at least 12 in New York, and more than 50 in the Pacific Northwest. Then there’s the Domino’s “fortressing” strategy—building out more and more stores, including in areas with existing locations. That approach shrinks delivery radius and makes it easier to get pizzas to customers quickly and less expensively. Domino’s CFO Stu Levy has said being the country’s No. 1 pizza chain isn’t good enough. Domino’s wants to be “a dominant No. 1.” Levy’s goal: Expand Domino’s presence from 6,355 stores to a whopping 8,000. Most of these companies are household names. Fortunately,

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Pusateri’s Pizza, located in Stuart, Florida, hires team members with skills that go beyond serving and making pizza and spotlights its employees in social media posts.

your pizzeria doesn’t have to be famous to compete with the chains. You just need to show customers that you’re different from and better than them. “For me, the key is not to follow but to lead, so you don’t get caught up in the game of chase,” says Bruce Hershey, co-founder and chief marketing officer at Piper’s Scratch Pizza Shop in Palm Harbor, Florida. “Yes, I mean chase. So many small businesses make the sometimes-fatal mistake of trying to chase or emulate the big boys and girls. They forget that the larger chains have more at their disposal—namely, money and resources. But these same operators often fail to capitalize on where they can differentiate themselves from the larger chains—i.e., product and customer service. My company is living proof of what can be accomplished by focusing on these two aspects and by truly personalizing customer experience and building a sense of community.” The Power of Storytelling There’s a good story behind your pizzeria. And everyone loves a good story. So don’t underestimate storytelling as your marketing superpower. It’s one of your best advantages over corporate chains. “Get your story down so you can scream it from the rooftops,” Hershey says. “Why do you exist, what are your passions, and how do you and your team value your customers? Yes, we are in the pizza business, but we are really in the customer service business, right? So let’s serve them up a story they will love.” 28

PMQ PIZZA MEDIA | PMQ.COM

P U S AT E R I ’ S P I Z Z A

How long has your restaurant been embedded in your community? Did your parents or grandparents open it? What were they like? Did your dad play football for the hometown team? Was your mom president of the debate club? These little details give your restaurant a history, a personality and an authenticity that a new chain store often lacks. You’ve got present-day stories to tell as well. And your website and social media give you the chance to tell them through the written word, photos and videos. What’s the latest on your cute new baby? How do you make that chicken Parm pizza everybody loves? What makes your servers tick? How are you giving back to the community? “A photo with the story of the local baseball team or other group that you support through your donations lets guests know you care about the community,” says Izzy Kharasch, a restaurant consultant and president of Hospitality Works in Deerfield, Illinois. “Share an action photo with the story of the employee who has been with you the longest. Post a short video of you preparing the pizza special of the week and tell us how you came up with it or if it’s an old family recipe. Dedicate a week to first responders, nurses, doctors, veterans, etc. Offer them something truly special. When they come in, take a picture, post it, and thank them for all they do and for being a guest.” Consultant Matt Plapp, CEO of America’s Best Restaurants in Florence, Kentucky, agrees. “The best way to tell stories is through video,” he says. “Bring in the local high school coach

whose girls basketball team went to the state championship for a live Facebook video to talk about the season and the team.” Few, if any, of the major chains have a story to tell beyond this week’s coupon offer. Your story is one of a kind. So tell it every day on social media, and watch the likes and shares multiply. The Power of Smart Hiring Your pizzeria is not a soulless corporation. You have real relationships with your employees. You care about them, and that’s another superpower. Take more time to find the right employees, pay a wage they can live on, and let them use and polish other skills besides running food to tables. In Stuart, Florida, Pusateri’s Pizza, specializing in Chicago thin-crust pies, offers opportunities for multiskilled staffers, according to Baron Hanson, a turnaround management consultant who advises Tom Bean, Pusateri’s owner. “Instead of useless ‘We’re hiring servers and cooks: Apply today’ job posts, I drafted a career narrative that explains the culture and invites candidates in to taste the menu and to be treated like a customer instead of [a job seeker],” Hanson says. “We ask about their other skills, career goals or technological talents beyond spinning and serving pizzas. The looks on their faces as they gladly take the job and come on board are priceless. Do the big chains offer such independent and entrepreneurial opportunities? Of course not!” Hanson points to a Pusateri’s employee named Dylan, a

“Instead of useless ‘We’re hiring servers and cooks’ job posts, I drafted a career narrative that explains the culture and invites candidates in to taste the menu and be treated like a customer.” — Baron Hanson, Pusateri’s Pizza former DoorDash driver. Beyond an hourly wage and tips, Pusateri’s pays Dylan to work his magic on the website, app, social media, SEO and more. “These are advanced skills that would cost a fortune from a sexy, high-priced, outsourced digital marketing firm,” Hanson notes. Pusateri’s tells its employees stories, too, Hanson says. “Over the airways and in print, Pusateri’s mentions employees by name, which has them literally jumping for joy. That’s something no national chain or franchise HR model can even begin to consider.” The Power of Data Your POS system is your super-strength. Using it correctly will raise your customer-service game and profitability so you can withstand competition from the chains. “From topline summaries to granular daily stats, a smart POS system APRIL 2022 | PMQ.COM

Marco’s Pizza, which currently has more than 1,000 stores, expects to reach $1 billion in systemwide sales this year and plans to add another 500 locations nationwide by 2023. M A R CO ’ S P I Z Z A

will help keep track of all insights a restaurant needs to run smoothly,” says Katie Swett, product lead for Square Online in San Francisco. “Pizzerias can see sales by category, item or payment type. These reports determine which items are best-sellers and those that are ordered least so your inventory ordering matches exactly what you need. Sales reports can identify busy and slow times of the day so restaurants can properly staff for each shift and provide customers with optimal service.” Your POS system also lets you create a profile for every person who places an order—and that’s pure gold, Kharasch says. “Pizza operations have an incredible opportunity to capture customer data. The right POS will capture key information and, when the customer calls for their next order, their last order is on the screen. We have their phone number, email and any other key information if we ask the right questions.” “The simplest way to collect data is with a form on your site to collect the info you want and need, such as first and last name, birthday—we all like to be wished a happy birthday— email address so you can share updates, and phone number,” Hershey says. Then, you need to “create and share real, raw content that showcases the brand’s personality. I don’t care how big a brand is—customers want to see its personality, its human side.” You say you already have a POS system? Talk to your POS provider in depth and make sure you understand its full capabilities, then put it to work! The Power of Loyalty The chains have to lure customers with coupon offers. Guest loyalty is your superpower. “With roughly 30% of all restaurants offering a loyalty program and 69% of consumers claiming that where they can earn rewards influences their choice of a restaurant, it’s clear that a loyalty program is [important],” says Sam Neville of Mkonnekt in Irving, Texas, which offers marketing and technology solutions for restaurants. “A loyalty program can be used to create exclusive offers for your valued customers,” Neville says. “Exclusive offers 30

PMQ PIZZA MEDIA | PMQ.COM

“Share a photo with the story of the employee who has been with you the longest. Post a short video of you preparing the pizza special of the week and tell us how you came up with it.” — Izzy Kharasch, Hospitality Works generate social currency, which customers are inclined to share, creating word-of-mouth in the process. Restaurants can experiment to create a wide range of exclusive offers, such as the ability to make reservations for events before the general public, or an invitation to try out a new entrée before it’s added to the menu.” Piper’s Scratch Pizza Shop launched a loyalty program five months after opening for business, Hershey says. Its first campaign “explained the entire loyalty program benefits via email, social and in-store,” Hershey says. “One of the major reasons this was successful was due to [the program] being integrated with our POS partner, so customers can sign up at checkout in-store or via online ordering. We also enabled an email drip campaign that alerts customers when they earn points and reminders to use points. This has led to an increase of one to two more visits per month, which is priceless. We now have over 2,500 emails due to our loyalty program. Our customers love it because they get the surprise and delight of rewards when checking out.” The Power of Relationships Once you’ve created your loyalty program, stay in touch with customers via SMS (text) and email messages, Neville advises. “SMS is the most popular communication channel among all marketing strategies. It’s inexpensive, with a 97% delivery rate within four minutes. SMS messages have a 30% response rate on average and entice customers to act quickly.” Just try not to go overboard. “This is a real balancing act,”

Top chains like Domino’s focus on speed and convenience, so independents should set themselves apart by focusing on relationships with guests.

Kharasch says. “With too many emails and too many texts, the guest will begin to ignore both. Be strategic, and do one of each one day per week. Choose the right day and send a simple message that is clear, concise and will get the guest to consider coming in or ordering delivery.” Don’t waste your messages on promoting events—like the Super Bowl or Halloween—that already keep you busy anyway, Plapp says. Or if you do, offer something no one else— including the chains—would think about. “Look at the Super Bowl a few months ago,” Plapp said. “Every restaurant emailed about buying pizza from them on that day. We did not do that. Our clients, a few hundred restaurants, instead emailed and texted their database saying, ‘Click below and go to Facebook to guess the winner of the Big Game: Cincinnati or L.A.? You’ll be registered to win a $25 gift card.’ We not only saw 40% to 50% open rates and 10%-plus click-throughs, but clients reported record sales without even asking for business. Plus, their Facebook posts saw between 200 to 1,0000 comments.” Niko Frangos, president of the six-store Rascal House company in Cleveland, sees every email and text as a branding opportunity. But, no matter what, he points out, “the customer relationship has to start or end with a human connection. The relationship can’t be all digital.” And since the big chains focus increasingly on digital

DOMINO’S

ordering, here’s another chance to flex your superpower. The pizza business is still a people business, and you know people. “When you’re serving someone, there has to be a touchpoint somewhere,” Frangos says. “It can be at the beginning, and digital things like email and text marketing can enhance the relationship, or it can be at the end, and email and text marketing can bring the customer to that point. Either way, a human connection is necessary for building a relationship with a customer.” Frangos adds, “It all boils down to being honest with your marketing and messaging. That’s the starting point. If you are honest with who you are, your values, what you do, and don’t try to be something you’re really not, that’s priority No. 1. Be honest and smart about who you are.” Rick Hynum is PMQ’s editor in chief.

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A A V VEGAN! FOR MORE VEGAN PIZZA RECIPES, ARTICLES AND PRODUCTS, VISIT PIZZAVEGAN.COM AND SIGN UP FOR PMQ’S NEW E-NEWSLETTER, PIZZA VEGAN MONTHLY!

As a fast-growing array of animalfree proteins and cheeses floods the market, these recipes prove that the possibilities for vegan pizzas are more exciting (and tastier) than ever. BY TRACY MORIN

hether you call your specialty pizzas plantbased, vegan, cruelty-free or flexitarian-friendly,

adding a range of pies without animal products to

your menu is a great way to accommodate customers— including, yes, the hardcore carnivores. The trick? Make your vegan pizzas so flavorful that no one G E T T Y I M AG E S

misses the meat. These recipes—all of which are easily customizable with the addition of vegan proteins—will give you some inspiration. APRIL 2022 | PMQ.COM

Miyoko’s Phenomenally Vegan Pizza Recipe Provided by Miyoko’s Creamery 4 c. bread flour 2 tsp. sea salt 1 tsp. active dry yeast 2 c. cold water Pizza sauce, as needed 1 bottle Miyoko’s Liquid Vegan Pizza Mozzarella Mix the flour, salt, yeast and water in a large bowl to make a sticky dough. Cover with plastic wrap or put into a plastic bag and keep in the refrigerator for 1 to 3 days. To prepare the pizza, preheat the oven to 500°F. (Preheat a pizza stone for 1 hour, or use a cast-iron pan.) Right before baking, divide the dough in two and roll one half out on a lightly floured pizza peel, or hand-toss. Evenly spread pizza sauce on the dough. Shake the Liquid Vegan Pizza Mozzarella bottle well before pouring on; it should be similar to a pancakebatter consistency. Pour the cheese lightly and evenly over the sauced pizza crust (don’t apply too thickly; see note below). You can carefully spread out the cheese with the bottom of a spoon, but be careful not to mix the cheese with the sauce too much. Bake at 500°F for 3 to 10 minutes (time can vary based on the oven). Bake until the cheese bubbles up and browns. Remove from the oven and serve. Makes 1 pizza. Note: It is critical that the Liquid Vegan Pizza Mozzarella heats to at least 165°F. At 150°F and below, it will be a thin liquid or similar in texture to béchamel. Also, less is more—applying a thinner layer of cheese makes the best pizza. Miyoko’s recommends ¼ c. cheese per 10” pizza.

PMQ PIZZA MEDIA | PMQ.COM

PIZZA MEDIA Drop by the PMQ booth at these partnering events!

Beyond The Dough Presented By

National Pizza Show August 23-25, 2022 | 10am-5pm Chicago/Rosemont nationalpizzashow.com

SPRING CLEANING: SOME RANDOM THOUGHTS Thoughts floating around in my mind. They apply to me. Maybe you, too? I got lazy over the winter about walking 5 miles a day. Need to dial that back up! I really need a vacation. Like a REAL vacation. I need to hug my kids more. Less Netflix. More reading.

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Chase Dreams. Starve Distractions. Happy Spring!

To learn more about Perfect Crust’s pizza liners and other products, visit perfectcrust.com or email Eric Bam at Eric@perfectcrust.com.

About Eric Bam:

The Pizza Tomorrow Summit November 9-10, 2022 Orlando, Orange Co. Convention Center pizzatomorrow.com

See more details and explore all pizza industry events at PMQ.com/calendar

A Boston native now living in Tulsa, OK, Eric Bam is VP of sales and marketing for Perfect Crust, with 20 years of experience in the foodservice industry. A powerful force in the workplace, Bam uses his positive attitude and tireless energy to encourage others to work hard and succeed. He has three children and loves helping the men and women of the pizza industry grow their businesses.

Half-and-Half Vegan Pizza Provided by Mama’s Cafe Baci, Hackettstown, NJ ½ lb. pizza dough 4 oz. tomato sauce 2 oz. fresh eggplant 2 oz. roasted peppers 2 oz. broccoli 2 oz. sun-dried tomatoes 5 oz. shredded dairy-free mozzarella cheese 1 tsp. extra-virgin olive oil Preheat the oven to 425°F. Roll out the pizza dough. Spread tomato sauce on the base of the pizza dough. On one half, add eggplant and roasted peppers. On the other half, add broccoli and sun-dried tomatoes. Cover the entire pizza with dairy-free cheese. Drizzle with olive oil. Bake in the oven for 20 to 25 minutes until golden brown. Remove from the oven, slice and serve. Makes 1 10” personal pizza.

PMQ PIZZA MEDIA | PMQ.COM

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Buffalo Cauliflower Pizza With Vegan Bleu Cheese Provided by Follow Your Heart Buffalo Cauliflower: 1 head cauliflower, chopped into florets 2 tsp. garlic powder 1 c. buffalo sauce 2 tbsp. melted vegan margarine Pizza: 1 portion vegan-friendly pizza dough ¼ c. Follow Your Heart Bleu Cheese Dressing ¾ c. Follow Your Heart Dairy-Free Finely Shredded Mozzarella ½ c. Follow Your Heart Dairy-Free Bleu Cheese Crumbles ½ red onion, thinly sliced Green onion, sliced, for garnish (optional) Preheat the oven to 450°F. In a large bowl, whisk together the melted vegan margarine, hot sauce and garlic powder. Toss the cauliflower into the bowl to coat thoroughly. Transfer the cauliflower to a parchment-lined baking sheet and bake for about 18 to 20 minutes. Remove from the oven and set aside. Increase the oven temperature to 500°F. Using a large spoon, spread Vegan Bleu Cheese Dressing on the crust, starting from the center and moving out toward the edges. Place cauliflower wings on top of the Bleu Cheese Dressing and top with Finely Shredded Mozzarella. Add more if desired. Add thinly sliced red onion on top of the cheese. Bake the pizza at 500° until the cheese is fully melted and the crust is golden brown, about 12 minutes. Remove and top the pizza with Bleu Cheese Crumbles and green onion. Slice and enjoy! 38

PMQ PIZZA MEDIA | PMQ.COM

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Pesto Flatbread Pizza With Marinated Mozza, Roasted Tomatoes, Garlic and Arugula Provided by Vevan Foods

by Galbani® Tigrato® Cut Shreds

Get your pizza business in the best shape ever with Galbani Premio Mozzarella featuring Tigrato Cut Shreds. This exclusive cut is shorter and wider than standard shreds, providing a uniform melt with better coverage—so you can top more pies with less cheese. Plus, it has exceptional yield and reheats beautifully for takeout and delivery. Put Tigrato Cut Shreds to the test and see why nobody tops Italy’s #1 cheese brand.

1 c. cherry or grape tomatoes 4 garlic cloves, peeled 2 tsp. olive oil 2 prepared flatbreads (gluten-free if preferred) ¼ c. vegan pesto 8.5-oz. container Vevan Marinated Mozza-Bites 1 c. arugula Optional Toppings: Red pepper flakes Olive oil and balsamic drizzle Salt and pepper, to taste Preheat the oven to 425°F. Combine the tomatoes, garlic and olive oil, tossing to coat. Place on a baking sheet and roast for 15 minutes until the tomatoes and garlic start to brown. Remove from the oven and set aside. Heat the flatbread according to package directions. To assemble the flatbreads: Smash or finely chop the garlic cloves and spread on top of each warmed flatbread. Spread with pesto. Top with arugula, roasted tomatoes and Marinated Mozza-Bites. Sprinkle with red pepper flakes, and drizzle with olive oil and balsamic vinegar if desired. Season with salt and pepper to taste. Makes 2 servings. Tracy Morin is PMQ’s senior copy editor and the editor of PizzaVegan.com.

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food-centric country in the world, to the biggest melting pot in America: Las Vegas! Everyone here is from somewhere else. So, Metro Pizza set out to become everybody’s hometown pizzeria by combining regional styles and flavors with authentic ingredients like Galbani® Premio Mozzarella—from Italy’s #1 cheese brand. It’s the perfect way to give our customers a taste of Italy and a taste of home, too. —JOHN ARENA (CO-FOUNDER) & CHRIS DECKER (CHEF/PARTNER), METRO PIZZA

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PMQ PIZZA MEDIA | PMQ.COM

The

3rd-Party SOLUTION A veteran pizza restaurateur explains how to make third-party delivery work for you in any market. BY MICHAEL ANDROW

hen PMQ first profiled Michael Androw, owner of E&D Pizza Company in Avon, Connecticut,

in October 2019, he was offering both dine-in and delivery/carryout to his customers. In late 2020,

Androw closed his dining room and converted entirely to a DELCO model using a locally owned third-party delivery service. “I don’t regret making the move, because business is bonkers,” Androw recently told Michael Androw believes major third-party delivery companies are "fantastic" for larger markets while smaller, local companies make better partners in suburban or rural areas. WINTER CAPLANSON

PMQ. “I still have a hard time swallowing the fact that I have a restaurant with no seating, but then the tidal wave of orders starts, and I quickly forget.” Here, Androw offers his candid—and business-savvy— perspective on the benefits of third-party ordering.

APRIL 2022 | PMQ.COM

Michael Androw, owner of E&D Pizza Company in Avon, Connecticut, switched from dine-in/delivery to a DELCOonly model using a local third-party provider and has zero regrets. WINTER CAPLANSON

By now, pizzeria owners are well aware of the existence of third-party restaurant delivery services. The marketing reach of the big national players in this field grows daily. We now see their ads in print, on TV, and popping up on our mobile devices. The giant question now looms: “Will it work for me?” This has been quite a hot-button topic. Rival factions on both sides of the debate have gotten very heated and passionate about their arguments, almost to the point of the Hatfields and McCoys. And you know what? They are right! Those who argue both sides of this issue are absolutely correct. Unfortunately, that puts you right back at square one, trying to make sense of all the facts and figures in an effort to determine if third-party delivery is right for your business. We can spend an eternity discussing the pros and cons of third-party delivery, but you’re already well aware of those facts: You don’t have to pay drivers, 44

PMQ PIZZA MEDIA | PMQ.COM

“You will need to carefully consider whether you are willing to share your customer database and if the risk is worth it to you.” — Michael Androw, E&D Pizza Company insurance, liability, blah blah blah. You know all of that by now. Let’s scratch a bit deeper below the surface and see what may or may not work for you. Sharing Your Database Many third-party companies will ask for access to your customer database. This is a slippery slope. The company will use that database to create a beautiful marketing campaign for their delivery service to all of your customers. At the same time, your customers will also see the offerings of your competitors that use the same third-party service. You will need to carefully consider whether you are willing to share that database and if the risk is worth it to you.

Counting the Costs Next comes the cold hard cash! This is where the discussion can turn contentious. Third-party delivery services will often seek a commission from the restaurant of 20% to 30% of the check’s value. Is it worth it? I once sat in on a presentation where the speaker laid out cost percentages in an attempt to show operators that working with third parties might not be profitable. The speaker gave this example: Food cost: 30% Labor cost: 30% Fixed costs (rent, utilities, etc.): 30% Now add on a third-party delivery service cost of 30%. Even if you could

*Offer valid for a limited time only and may be subject to change

At E&D Pizza Company, owner Michael Androw eliminated dine-in and now offers delicious pizzas like this one for delivery and carryout only. WINTER CAPLANSON

tighten up costs elsewhere, it would still be difficult to turn a profit, the speaker said. And would that small profit margin, if any, really be worth the marketing value gained from the service? As the speaker made his case against third-party delivery, more than 100 people in that room nodded their heads “yes,” like churchgoers listening to the pastor’s sermon on Sunday. They had all just been talked out of using third-party delivery services. But that speaker was 100% right and 100% wrong. How can that be? He was right because that is how we teach our managers to operate and think: Be analytical. Meet the cost benchmarks that are projected. Manage labor, manage food, hit those numbers! Yet he was wrong because, as owners, we know that those numbers can begin to differ quite a bit in our favor when volume increases. Say you usually make about 50 large pizzas every Tuesday night. Then, for some reason, on one particular Tuesday, everyone in the neighborhood has a hankering for your delicious pies. You end up making 60 large pizzas that night—10 more than usual, a 20% increase! Congratulations! Are you now huddled on the floor in a teary heap next to the oven, crying about how difficult it was to make 10 more pies? Are you complaining about how you needed three more pizza makers on the line that night to handle the crazy volume? Of course not! And therein lies the point: If a third-party delivery service increases your sales by 20% in one night, it only costs you the 20% to 30% commission and the cost of the food. You did not 46

PMQ PIZZA MEDIA | PMQ.COM

“If a third-party delivery service increases your sales by 20% in one night, it only costs you the 20% to 30% commission and the cost of the food.” — Michael Androw, E&D Pizza Company add more staffing costs. Your rent did not increase that night. Your cost of electricity did not go up that night. You were already paying those costs on a Tuesday. It did not cost you more to add that 20% spike in sales. And how about those credit card fees that make us all cringe? The third-party service handles the payments, and they are eating that cost for you as well. It certainly is food for thought when we look at it this way. Choosing the Right Partner None of us are perfect, and the same holds true when it comes to third-party delivery services. Everyone faces challenges. The big players—national companies like DoorDash and Grubhub—have a marketing budget and reach that is second to none. These companies are becoming household names. Partnering with them and taking advantage of their reach can result in massive exposure for your business—exposure that you would never be able to afford on your own.

In large metropolitan areas, these companies are fantastic. Walk into any busy city in the U.S., and you will see delivery people everywhere bringing hot food to happy customers. It is an absentee management model. The call centers for these third-party providers are not local to every restaurant. That’s fine. They don’t need to be. With so many delivery people and so many consumers, it runs seamlessly. It is a perfect synergy. Everybody wins! It can be more challenging in suburban or rural areas. This is where the little third-party guys come into play. Geographic distance between restaurants and consumers can be much greater in suburban areas. Naturally, the available workforce of delivery people decreases dramatically as well. As a result, food orders can’t always be delivered in the same expeditious manner as in the bigger cities with a lot more delivery people. For these areas, smaller, locally owned delivery services can have greater success. They know exactly how many drivers they employ and how many restaurants they can adequately service at one time. Their call centers are local, and they can easily handle any issues directly with a restaurant or a customer, thus providing immediate resolution. But these smaller delivery providers want their pound of flesh, too—and that’s where many restaurateurs balk. The smaller local delivery companies don’t have Grubhub’s huge

“Both you and third-party delivery salespeople have a common goal. Make that your inspiration to work together, and they will, in effect, be working for you.” — Michael Androw, E&D Pizza Company

D O O R DA S H

APRIL 2022 | PMQ.COM

U B E R E AT S

marketing budget. They are not advertising during the Super Bowl or American Idol. So why should a restaurant give them a commission of 20% to 30%? This is where you need to come up with a creative solution: Give them the commission. Now partner with them and make them work for you. They’ve got a local, privately owned business just like you. Meet with the owner, hash out a plan and grow your businesses together. Think twice about giving them your customer database. Instead, try contacting everyone in your customer database yourself and let them know about the exciting partnership you’ve formed with XYZ Delivery and how to place an order with them. The little-guy delivery services may not advertise on prime-time TV, but they will have “boots on the ground”— local salespeople marketing their services. Meet with those salespeople. Find out what their goals are and how you can help them reach those goals. Local salespeople for a delivery company will walk into businesses and offices in your market all day to promote their service. Try incentivizing those people to make sure they are promoting you as well. Consider putting together lunch catering packages that they can sell to local offices and companies. Then make sure you are adequately staffed and prepared to fulfill those catering orders on time. 48

PMQ PIZZA MEDIA | PMQ.COM

Doing so will make that salesperson look like gold to the customer. He or she will come back to you again and again. You will become the reliable restaurant for the salesperson, who will continue to promote you and not others. When you are helping these delivery salespeople to easily make commission dollars, watch how fast your sales will grow at the same time. There is nothing nicer than having $300, $500 or $1,000 in lunch catering sales already on your board before you even open for the day. Both you and the thirdparty delivery salespeople have a common goal. Make that your inspiration to work together, and they will, in effect, be working for you. The results will follow! There really is no right or wrong answer here. You need to determine exactly what the goals are for your business and which third-party service may or may not fit your objectives. Know your numbers and keep realistic expectations of what the service can provide for you. Then, with careful planning and implementation, you will be able to make third-party delivery service work for you. Michael Androw is a 30-plus-year restaurant veteran and was featured on PMQ’s cover in October 2019. He started making pizzas in 1986 and currently owns the award-winning E&D Pizza Company in Avon, Connecticut.

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Property Daniel Estrada, CEO and co-founder of 86 Repairs, answers your burning questions on the pros, cons and costs behind maintaining conveyor and deck ovens. BY TRACY MORIN

hoosing the right oven is one of the biggest decisions a pizzeria owner will make. And there’s no one right answer—

it’s a highly personal decision determined by everything from

the desired pizza style to the area’s potential labor pool. “It’s important to consider your restaurant’s concept, volume, staffing and business needs to determine which oven will produce the best results for your establishment and maximize profits,” advises Daniel Estrada, CEO and co-founder of Chicagobased 86 Repairs. “But, generally, we see two primary types of Ideal for high-volume operations, conveyor ovens are a popular choice at pizzerias. G E T T Y I M AG E S

ovens among our customers’ assets: conveyor ovens and deck ovens.” Here, Estrada breaks down the operation—and evaluates the possible breakdowns—of these two common types.

APRIL 2022 | PMQ.COM

PMQ: How do you choose the right oven for a pizzeria operation? ESTRADA: Conveyor ovens are great for fast-casual restaurants, including takeout, delivery and chains, since they’re consistent and ideal for high volumes. Using convection heat, conveyor ovens can produce about 80 pizzas per hour. While they take up more physical space than a deck oven, they offer a shorter cooking time and require less operating skill than a deck oven. Conveyor ovens can make great New York-style pizzas with light or medium amounts of toppings and thinner crusts. Deck ovens are well-suited for Chicago- and Sicilian-style pizzas and can handle more toppings and thicker crusts. Deck ovens are more commonly found in full-service restaurants and gourmet pizzerias with longer menus and various topping options. A conveyor oven has consistent 52

PMQ PIZZA MEDIA | PMQ.COM

“On average, it costs 40% more to repair a conveyor oven. The average repair cost for a conveyor oven is $775, while the average repair cost for a deck oven is $552.” — Daniel Estrada, 86 Repairs temperature within the oven and is set to cook for a certain amount of time. Deck ovens are hotter in the back than the front—so the pizza maker has to manage where the pizza sits and the cooking time. Our pizzeria customers are 3.1 times more likely to have a conveyor oven in their kitchen than a deck oven. QSR operations, such as Little Caesars and Papa John’s, are double- or even triple-stacking their conveyor ovens to maximize efficiency and physical space, and to fulfill high-volume orders.

PMQ: What are the most common repair issues for these oven types? ESTRADA: The most common issue we see with a conveyor oven is no power, which accounts for 19.77% of service requests on the asset. The most common issue we see with a deck oven is not holding temperature, which accounts for 28.57% of service requests. PMQ: When needed, what are the frequency and average costs for these repairs? ESTRADA: On average, it costs 40% more to repair a conveyor oven. The

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average repair cost for a conveyor oven is $775, while the average repair cost for a deck oven is $552. Additionally, parts and service for deck ovens historically cost less than conveyor ovens, because conveyor ovens have many costly parts and more intricate repairs. However, the average mean time to resolution (MTTR) for a deck oven is three times longer than the average MTTR for conveyor oven incidents. PMQ: Do you have any maintenance tips to help prevent needing more repairs? ESTRADA: Regular cleaning is the best preventative measure an operator can take for his pizza ovens. Conveyor ovens are designed to be as self-maintained as possible, but operators can extend the lifespan of their equipment and reduce operating costs by keeping them clean. Meanwhile, deck pizza ovens may use stone or stainless steel to help crisp the pizza crust, so they require some special cleaning. Take the following steps for each type. For conveyor ovens: Daily Cleaning 1. Remove and wipe down trays, baffles and other removable parts and guards with a soft cloth and noncaustic cleanser. Rinse with warm water and air dry. 2. Clean the conveyor belt with a wire brush. 3. Clear the inside of the oven of all crumbs, clean with a mild detergent, and rinse all areas with warm water afterward. 4. Check to make sure all air intake vents remain clear, clean and free of all debris.

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“We recommend the ‘dollar bill’ test on all ovens to make sure they have a good seal. Try to slide a dollar bill between the gasket and the door—if it slides through, replace the gasket.” — Daniel Estrada, 86 Repairs Weekly Cleaning 1. Remove and wipe down trays, baffles and other removable parts and guards with a soft cloth and noncaustic cleanser. Rinse with warm water and air dry. 2. Remove the conveyor belt and impinger fingers. Using a soft cloth, wipe down the revealed surface areas. 3. Apply cleanser to the belt/fingers and let it sit for about 20 minutes. Then brush them down with a soft-bristle brush. For deck ovens: 1. Burn off food remnants by turning on the oven and raising the heat; do not use water and cleanser. 2. Wipe down the interior chamber with a soft cloth with warm water and a mild dish detergent. (Oven cleaner or caustic materials can damage the interior.) 3. Scrape or brush the deck(s) to remove stuck-on remnants. You can find special long-handle scraping tools or stiff wired brushes to remove burned food. Do not remove the food particles by hand.

Depending on the oven setup, ventilation inspection can be essential. One surprising item to check is specifically for spring-loaded doors. These springs often fail over time and cause the door to drop hard or not stay closed, causing safety and performance issues. Checking gaskets prevents hot air from escaping and uneven baking. We recommend the “dollar bill” test on all ovens to make sure they have a good seal. Do this by trying to slide a dollar bill between the gasket and the door—if it slides through, replace the gasket. A solid, well-executed preventative maintenance plan can yield up to 20% lower operating costs over the life of a longterm asset like these ovens. And an oven being down one night might mean missing weekend sales by 50% or more. PMQ: Has COVID-19 impacted the availability of oven parts or slowed down the repair process at all? ESTRADA: We are still seeing the effects of parts shortages across every industry segment and every market we operate in. Parts that used to take days now take weeks, because suppliers can’t provide materials to manufacturers, and manufacturers can’t provide equipment to customers. The lack of labor exacerbates this supply shortage. Not only are there fewer factory workers creating parts, but there’s also

a big issue with distribution. Without enough drivers, logistics are a nightmare. As with any larger piece of equipment, there are many structural components of pizza ovens and, therefore, many things that can go wrong. And, to avoid voiding the warranty, parts must be replaced by manufacturer-authorized vendors with the correct part for the unit, which can extend wait times and force customers to refuse alternate readily available vendors or parts. This can be especially challenging when a full-service operation has only one pizza oven to work with. PMQ: Do you have any final thoughts on ovens that pizzeria owners might find useful? ESTRADA: Conveyor ovens have more parts, which is why they are generally more expensive to fix. On the other hand, deck ovens require someone experienced to monitor and operate them in order to achieve consistent quality, whereas conveyor ovens require less skill and less monitoring. Choose your oven wisely! Tracy Morin is PMQ’s senior copy editor and the editor of PizzaVegan.com.

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team players Restaurant work isn’t working for many Americans today. Here are four problems to address as you try to rebuild—and retain—a high-performing staff. BY RICK HYNUM

here have all the job hunters gone? They’re still out there, but for the first time in a long

time, they’ve got the upper hand in the current

market. And they see restaurant employment as one of the less enticing prospects, according to an August 2021 Black Box Workforce Intelligence report. But if you think it’s all about pay or higher unemployment benefits (or just plain laziness), think again. The current reality, the report found, is that restaurateurs who want to staff up and stay that way will have to accept that business as usual just might not be good for business anymore.

APRIL 2022 | PMQ.COM

In a Black Box survey of potential, current and former restaurant workers, 87% said they want to earn a set livable wage rather than rely on tips. For a while, many restaurateurs blamed the labor shortage on enhanced unemployment benefits, but most states have now reduced those benefits back to pre-pandemic levels, trying to push Americans back into the job market. The Black Box Workforce Intelligence Report found that cutting those benefits didn’t significantly reduce the labor shortage last year. If anything, restaurant turnover rates kept spiking, and voluntary quits hit an all-time high, “leaving restaurants scrambling to retain the staff they have,” the report noted. In fact, a record-high 1 million restaurant and hotel workers quit their jobs last November, according to the U.S. Bureau of Labor Statistics. In its 2022 State of the Industry Report released earlier this year, the National Restaurant Association projected that the foodservice industry would add 400,000 jobs this year and hit $898 billion in sales. But today’s restaurant workers will continue to have higher expectations from their employers. Common concerns include compensation, scheduling flexibility and arranging for childcare. For some, the issues run even deeper, such as sexual harassment and emotional abuse from their managers, co-workers and customers. But money is clearly a major concern for hourly workers, Victor Fernandez, Black Box’s vice president of insights and knowledge, told Nation’s Restaurant News. “We see now that states with the highest minimum wage have the lowest turnover rates. “In essence,” Fernandez added, “companies are recognizing [increasing compensation] is what they have to do, but the challenge is that costs are going up, not only from the labor side, but also on the food side. So a lot of restaurants are feeling the squeeze there.” 58

PMQ PIZZA MEDIA | PMQ.COM

Seeking Solutions Fortunately, there is some good news: 66% of workers would return to the restaurant industry “if the right conditions were met.” The Black Box report report, which included a survey of 4,700 former, current and hopeful restaurant workers, identified four driving factors in the restaurant staffing shortage and offered suggestions for attracting new employees. 1. Wages and benefits: The vast majority (87%) of the survey’s respondents said they want to earn a set livable wage rather than rely on tips. The five most important things they’re looking for in a new job: • Starting hourly wage • Promotion opportunities • Flexible schedules • Health benefits and paid time-off policies • Company culture/work environment To attract these workers, the report recommends offering: • A cash bonus to new hires • A cash bonus for interviewing for the job • A retention bonus for staying with the job after a certain period of time • A free meal at the interview The report also recommends highlighting benefits or perks in your job postings and making it clear that you’re offering higher incentives. 2. Childcare: According to the report, 35% of current hourly workers and job seekers are parents, and 18% of unemployed hourly workers had to leave their job to take care of family

and children. The COVID-19 pandemic made things worse for parents, forcing many to stay at home to look after their children due to school and daycare closures. The report offered the following advice to restaurateurs looking to hire working parents: • Highlight scheduling flexibility in your job description if you offer it. • Talk to your staff about their childcare responsibilities and look for ways to support them, including adjusting their hours. 3. Opportunities in other industries: During the period of 18 months (2020 and 2021) covered by the Black Box report, many hourly restaurant workers said they hadn’t left the workforce—they had just given up on the restaurant industry. “Voluntary turnover is higher than ever,” the report noted. Restaurant workers said they’re leaving the industry for five main reasons: • Higher pay in other industries (28%) • The need for a consistent income and schedule (23%) • Lack of professional development and promotion opportunities (17%) • Work hours, including late nights, weekends and holidays (16%) • Work environment/company culture (15%)

15% of restaurant workers report being subjected to sexual harassment by managers or co-workers, and 15% report being sexually harassed by customers.

To prevent your workers from pursuing jobs in other industries, the report recommends: • Focus on employee retention. Create a work culture that employees want to be a part of and try to meet their needs so they will stay at the job. • Start talking to your staff about problems that worry them “before it’s too late.” Look at what competing employers are offering and try to offer the same to your team. 4. Concerns about mental and physical health: Restaurant work is hard work, and your employees have personal responsibilities that cause them stress as well. Many hourly workers are taking on extra hours or responsibilities to pay their bills, and that can take a toll on their mental health. There’s also a serious problem of abuse, according to the report. • 62% report enduring emotional abuse/disrespect from customers. • 49% say they have suffered emotional abuse from managers. • 15% report sexual harassment from customers. • 15% report sexual harassment from managers or co-workers. Additionally, the COVID-19 pandemic and its variants stressed out restaurant workers even further. Sixty-five percent said they wanted businesses to require masks for customers, and 83% planned to wear a mask at work to protect themselves, regardless of restaurant or state requirements. 60

PMQ PIZZA MEDIA | PMQ.COM

Now that the pandemic seems to be easing up—at least temporarily—restaurant workers might feel less concerned about masks and being infected with the virus, but owners should be prepared to take care of their needs in the event of yet another upsurge. To address your staffers’ concerns about their mental and physical health, the report suggests: • If you need to ask workers to enforce mask or vaccine mandates in the future, provide support for them and make sure they’re comfortable with these often-uncomfortable responsibilities. • Engage staff and managers in an open dialogue to get ahead of potential issues that could hurt employee retention if COVID-19 makes a significant comeback in the coming months. The Black Box report notes that 17% of restaurant workers chose the industry as a career and want to stay in the industry for the long term. “Recently, restaurants have been hit with higher-than-usual turnover, and this is a moment for restaurant owners and managers to take a look at how they do things and what their staff is up against,” the report concludes. “By creating a positive work environment and meeting workers’ needs, restaurants can reduce turnover and hire top talent in the tightest labor market we’ve ever seen.” Rick Hynum is PMQ’s editor in chief.

APRIL 2022 | PMQ.COM

SEE HOW WE DID AT THE WO The U.S. Pizza Team is returning to Italy, thanks to the generous support of our incredible sponsors. PMQ and the U.S. Pizza Team are gratefully indebted to our sponsors for their support of our team and our growing pizza industry.

hank you for allowing us to take a team of 12 talented competitors to Parma, Italy, for the 30th annual World Pizza Championship, taking place April 5-7. With a mix of seasoned veterans and excited rookies, the U.S. Pizza Team hopes to claim gold for the United States in both the Culinary and Acrobatic events. You can see how we did by visiting the U.S. Pizza Team’s Facebook page or our website at USPizzaTeam.com. Our 2022 USPT roster and categories are:

State of Mind Public House & Pizzeria, Los Altos, CA The Nona Slice House, Safety Harbor, FL Jamie Culliton - Freestyle Acrobatics, Pizza en Teglia, Pizza for Two McKenna Carney - Freestyle Acrobatics, Pizza for Two

2019 Galbani Champion Lars Smith - Pizza Classica, Pizza en Pala, Pizza en Teglia, Pizza for Two Cristina Smith - Pizza Classica

PIZZALEAH, Windsor, CA

Leah Scurto - Pizza Classica, Pizza for Two, Largest Dough Stretch

Follow all the USPT’s adventures in Italy on Facebook @USPizzaTeam

ORLD PIZZA CHAMPIONSHIP!

Master Pizza, Cleveland, OH

Michael LaMarca - Pizza Classica, Pizza en Teglia

Mad Mushroom, West Lafayette, IN

Dave Sommers - Pizza Classica, Pizza en Teglia, Fastest Dough Stretch, Largest Dough Stretch

Danger von Dempsey’s Pizza and Brewhäus, Aberdeen, SD

Sean Dempsey - Pizza Classica, Pizza en Teglia, Pizza for Two David Solum - Pizza Classica, Pizza en Pala, Pizza for Two

Mangia e Bevi, Oceanside, CA Tore Trupiano - Pizza Classica

The Pizza Consultant, San Diego, CA James Terwilliger - Neapolitan STG, Fastest Dough Stretch

Tievoli, Palatine, IL

Giovanni Labbate - Pizza Classica, Neapolitan STG, Pizza for Two

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Stella’s Gourmet Pizza Desserts Give Your Customers a Post-Pizza Sweet Treat Stella’s Gourmet, headquartered in Northern California, has been baking gourmet desserts since the 1970s and is family-run to this day. It’s now well into its second generation—and going on its third—of offering restaurants gourmet “pizza” desserts to grow their sweet offerings. The company’s manufacturing has also grown to other states to help satisfy America’s sweet tooth. Focused on quality and convenience, Stella’s launched their line of family-style Pizza Desserts in 2014. They come in four varieties: Original Chocolate Chip Cookie, Chocolate Chip Brownie, Chewy Gooey Chocolate Chunk, and the newest addition, Candy Cookie made with M&Ms®. The 8” dessert is the ideal after-pizza indulgence. “You worry about your pie, we take care of the dessert,” Stella Wagele of Stella’s Gourmet says, explaining the company’s philosophy. Stella’s team knew there was a void in simple desserts for pizzerias and wanted to fill it. Today, Stella runs the family business with her husband, Chris Wagele, and brothers Nader and Jay Shamieh. This dessert not only complements your customers’ post-pizza sweet cravings but also your pizzeria’s operations. Stella’s Pizza

Desserts come already fully baked, each in its own tin. They heat from a frozen state and fit comfortably in a pizza box. All products are conveyor, deck and conventional ovenfriendly, adapting smoothly to the specifics of your operations. No need to thaw—just a simple heat-and-serve in an average of two minutes. Serving is just as easy, whether in a to-go box, plated or dressed up with ice cream and drizzle. “These desserts are exactly what we have been looking for: easy and delicious,” says an owner at a leading pizza chain. He adds, “A quick, easy heat-and-slice in its own tin, then straight into a pizza box.” These low-waste, hassle-free desserts are not only easy additions to combo meals but also provide an upselling opportunity to grow the sales per ticket of your pizzeria. “Stella’s Gourmet desserts have been a big success,” a satisfied founder of a leading pizza chain explains. “There has been no waste and a 90% increase in dessert sales with Stella’s Gourmet products since the beginning.” Learn more about Stella’s Gourmet Pizza Desserts by visiting stellasgourmet.com or calling 866-383-2444.

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PMQ PIZZA MEDIA | PMQ.COM

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Lincoln’s New 2424 Aperion Impinger Is the Company’s Fastest-Cooking Oven Lincoln, a leading Welbilt brand of commercial cooking equipment, has introduced its new high-performance midsize conveyor oven: The Lincoln 2424 Aperion Impinger. Aperion, which derives from the Greek word for “boundless or unlimited,” is the perfect description for Lincoln’s new impingement oven. This unique oven is brimming with features designed to maximize efficiency without ever compromising on the quality for which Lincoln is renowned. The Lincoln 2424 Aperion Impinger is Lincoln’s fastestcooking oven, thanks to its dual blower motors and higher output elements, which help to reduce cook times by up to 20% versus traditional impingement ovens. Independent top and bottom air control means it is easy to set air flow, eliminating the need for different finger configurations to optimize cook performance, with a variable conveyor speed from 20 seconds to 30 minutes. Safety is a key feature of the Lincoln 2424 Aperion Impinger. The front location of easy-to-use, intuitive touch controls means there is no need to reach across a hot conveyor to re-program a recipe.

Pizzeria operators can also say goodbye to the frustrations of cleaning hard-to-reach areas. The Lincoln 2424 Aperion Impinger has an exclusive hinged, removable front door, making it easy to remove the conveyor and standardized two-piece finger components. The oven’s two-year parts-and-labor warranty is backed by 40 years of Lincoln reliability and allows you the peace of mind to focus on what matters in your business. In addition, the 24” x 24” cooking area means a high capacity in a compact footprint. Not only that, this oven is also electric and ventless, as built-in catalysts allow for ventless, single-oven operation. The oven is available in countertop or free-standing applications. Lincoln’s mission is to give your business a solid consistency throughout these changing times. The company provides equipment that will rise to the challenge of your highest volumes and nonstop days. Each oven in Lincoln’s line of products is specifically designed for various restaurants’ needs, but they all share the same essence of efficiency, backed with an industrial foundation and incomparable integrity. To learn more about Lincoln and its range of products, visit lincolnfp.com.

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APRIL 2022 | PMQ.COM

Where Are YOU Among PMQ’s 119,503 Monthly U.S. Readers?* 2,059 394

769

273

1,438

432 838 10,318 5,290

1,937 267

624

2,366

154 800

5,716

2,195

11,583

847

1,908

534

7,642

1,372

545 708

5,119

2,503

5,997 658

1,746

1,633

3,002

1,908

1,006 777

1,285 389

5,899

2,645

679 2,720 5,817 458 2,169 D.C — 365

853

2,233

809 7,415

186 226

Whether you’ve been reading PMQ since 1997 or just happened across it for the first time recently, thank you for helping make PMQ’s pizza business audience the LARGEST in the history of our industry. During the last 25 years, PMQ has saturated the pizza industry with millions of magazines that have physically touched our readers and found their way into every corner and cranny of our ever-growing industry. PMQ’s reach and influence has made it possible to triple the size of our digital audience since 2015.

Our magazine readers, website viewers and newsletter subscribers are the smartest, most enterprising people in the pizza industry. We thank you for your contributions, inspiration, leadership and readership. You’ve kept us going for 25 years, and, like the industry itself, we’re growing with you!

*PMQ’s monthly readers share 41,208 mailed print magazines at a pass-along readership rate of 2.9 readers per issue, yielding a total of 119,503 readers every month. PMQ circulation is 30% higher than the competition according to USPS postal statements as seen at PMQ.com/circulation.

Where Are YOU Among PMQ’s 100,000+ digital-world connections?*

2,947

2,704

48,872

3,302 4,170 1,168 1,241 516

728 1,146 *PMQ’s monthly digital connections are comprised of unique website visitors and newsletter subscribers.

US breakdown of pizza restaurant and total number of PMQ’s print and digital connections. STATE

Alabama Alaska Arizona Arkansas California Colorado Connecticut Delaware D.C. Florida Georgia Hawaii Idaho Illinois Indiana Iowa Kansas

STORES

PRINT/DIGITAL CONNECTIONS

811 146 1302 722 7107 1161 1242 314 151 4734 1866 186 419 3165 1894 1063 702

2,142 260 3,072 1,087 18,107 3,474 3,595 657 930 11,525 4,144 396 846 2,095 3,641 8,865 1,434

STATE

Kentucky Louisiana Maine Maryland Massachusetts Michigan Minnesota Mississippi Missouri Montana Nebraska Nevada New Hampshire New Jersey New Mexico New York North Carolina

STORES

PRINT/DIGITAL CONNECTIONS

1035 750 325 1322 2135 2539 1248 500 1453 268 443 691 434 2991 368 5348 2189

2,335 1,222 1,027 3,102 7,200 7,613 2,986 636 2,750 540 851 1,365 1,172 7,650 764 15,216 4,698

STATE

North Dakota Ohio Oklahoma Oregon Pennsylvania Rhode Island South Carolina South Dakota Tennessee Texas Utah Vermont Virginia Washington West Virginia Wisconsin Wyoming

STORES

PRINT/DIGITAL CONNECTIONS

199 3565 878 867 4468 353 1045 247 1403 5162 601 165 1873 1379 535 1214 139

390 8,786 1,494 2,478 10,857 924 1,900 413 2,934 9,892 1,129 569 4,757 3,495 901 3,561 259

PRODUCT SPOTLIGHT

PIZZACLOUD With the ongoing labor issues, PizzaCloud has been busy turning up call centers for pizza restaurants. From small to large chains (five to hundreds of locations), they can assist you with a live human call center or a “virtual” call center (i.e., “the robot overlords are selling us pizza”). These A.I. digital assistants have come a long way in just the last 18 months. Orders appear in your POS system, just like web orders.

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WOOD STONE OVENS Wood Stone’s new Fire Deck Automatic 9660 provides improved heat management that fast-casual pizza operators need to produce more consistent, quality pizzas per hour while requiring less training and saving on labor. Its new burner design prevents debris from entering the burner well, and the patented debris mantle is designed for easy crumb collection, virtually eliminating downtime and service calls.

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MOBIVITY Mobivity empowers restaurateurs to reach guests on the device/app they use most. Text campaigns average a 98% open rate. Boost visit and spend rates (text subscribers visit 23% more and spend 23% more), drive loyalty (97% of text subscribers stay engaged and keep redeeming), increase app downloads (promote your app via text) and get more bang for your buck (718% average return on marketing spend).

THE PIZZA PLEEZER Keep your freshly baked pizza fresh, crisp and hot with the HS Pizza Pleezer. Its special elevators keep your pizza from sitting in its own juices, keeping it crisper longer. Just slide your cooked and cut pizza onto the Pizza Pleezer for serving. Made from plastic, a natural insulator, it helps keep pizza hot and does not transfer heat like a metal serving pan, won’t burn customers or waitstaff, and is super-easy to clean.

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THRIVE POS With packages starting at $179 a month, managing your pizza delivery business with Thrive POS has never been more affordable. More than a POS system, Thrive features an array of pizza technology solutions, and every system includes online ordering, delivery, and enterprise reporting at no extra charge, plus a branded mobile app, driver app and automated loyalty marketing, all fully integrated with the POS.

FERRERO Building inspiration in your pizza operation can keep your customers coming back for more. Build a destination of sweetness and top off pizzas, brownies, cookies and many other delicious desserts with Butterfinger candy pieces, available in 6/3-pound bags and a 25-pound bulk case. To see how to build your Butterfinger creations and more product information, visit

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PIZZA INDUSTRY BULLETIN BOARD

THE ALL-IN-ONE BUSINESS INVENTORY APP

• Business ordering application designed specifically for the iPad • Allows for quick and easy ordering of inventory for your business SCAN HERE FOR

• E-mail your order to your vendor quickly and easily. • Minimum requirement iOS Version 14.8 • Just $3.99 per month MORE INFORMATION

ORDERPILOTAPP.COM 70

PMQ PIZZA MEDIA | PMQ.COM

PIZZA INDUSTRY BULLETIN BOARD

The “Original Steel” Detroit Style Pizza Pan is Back! 10” X 14”

8” X 10”

14” Round Teflon Coated Pan $12.00

Plastic Lids Available for Steel Pans

CALL FOR PRICE QUOTE ON OTHER STYLE PANS

P.A. PRODUCTS, Inc. BAKEWARE SPECIALISTS

(734) 421-1060 • tim@paprod.com APRIL 2022 | PMQ.COM

PIZZA INDUSTRY BULLETIN BOARD

PMQ_AD_1/4_3.3x4.875.qxp_Layout 1 3/7/22 6:03 PM Page 1

Where Restaurants Shop® FIND OUT MORE

HERE FOR THE INDEPENDENT FOODSERVICE OPERATOR Open 7 Days A Week! No minimum to shop in the warehouse. Buy only what you need, when you need it! 144 locations Nationwide! www.restaurantdepot.com

PMQ PIZZA MEDIA | PMQ.COM

WHEN A WORK BECOMES A WORK OF ART A pizza-maker’s job is made up of moves and the many small details that GI.METAL has carefully pursued for more then thirtyfive years. Meeting the pizza maker’s needs has been our passion. This is the reason we design the strongest, most efficient and ergonomic tools that we then manufacture in Italy. This is our contribution to ensuring that your pizza continues to be a tasty work of art recognized throughout the world. Gi.Metal USA | Phone 630-553-9134 | Toll Free 800-952-8350

gimetalusa.com

PIZZA INDUSTRY BULLETIN BOARD

HOT PRINT

SPECIALS MENUS / FLYERS

Low Volume DISCOUNTS!

11 x 17 or 8.5 x 11 • 4-color • Both Sides • Glossy Paper Additional Quantity must be Same Artwork Printing at the Same Time as Original Order

Order 5,000 11x17 for $695 Get an Additional 5,000 only $199 OR Order 10,000 11x17 for $995 Get an Additional 10,000 only $495 Order 5,000 8.5x11 for $345 Get an Additional 5,000 only $149 OR Order 10,000 8.5x11 for $495 Get an Additional 10,000 only $245

Car Signs

POSTCARDS

Volume DISCOUNTS!

11 x 5.5 or 8.5 x 5.5 • 4-color • Both Sides • Card Stock Additional Quantity must be Same Artwork Printing at the Same Time as Original Order

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Order 12,500 11x5.5 for $900 Get an Additional 12,500 only $350 OR Order 25,000 11x5.5 for $1300 Get an Additional 25,000 only $750 Order 12,500 8.5x5.5 for $800 Get an Additional 12,500 only $300 OR Order 25,000 8.5x5.5 for $1,200 Get an Additional 25,000 only $700

1-800-321-1850 Call Now 800-783-0990 www.bestchoiceprinting.com

APRIL 2022 | PMQ.COM

THE PIZZA EXCHANGE

CHEESE

BAKING STONES

FibraMent Baking Stones The professionals’ choice for evenly cooked, perfectly crispy crust on pizza and bread. We offer a wide variety of stock sizes and custom options. NSF certified.

FibraMent.com | 708.478.6032

CHEESE SHAKER LIDS

COMPUTER SYSTEMS: POINT OF SALE

We help pizzerias compete with an integrated restaurant management system for engaging guests, mastering operations, and marketing like a pro.

Always be ready for the rush.

CHEESE

Request a demo at hungerrush.com/demo

Choosing a POS: right the first time speedlinesolutions.com/PizzaPOS 1-888-400-9185

The BEST Pizza POS OS OS The Fastest POS on the Planet The Easiest to Learn & Operate PMQ_January2019_1inchGraphicBox.indd 1 & Loyalty Online Ordering / Rewards Mobile Reporting/Enterprise Complete EMV & PCI Compliance

pmq.com/Recipe-Bank/ 74

PMQ PIZZA MEDIA | PMQ.COM

877-968-6430 PDQpos.com

12/17/2018 10:04:19 AM

PIZZA INDUSTRY RESOURCE GUIDE

COMPUTER SYSTEMS: POINT OF SALE

DOUGH

CRUST

DELICIOUS MADE-TO-ORDER BREAD AND PIZZA DOUGH

THE IRRESISTIBLE CRUST EVERYONE LOVES TO TOP-AND-BAKE!!

Old World Tradition with New World Convenience.

www.mamalarosafoods.com

To locate a distributor near you, call 734-946-7878.

• Non-GMO • Vegan • No added sugars • No saturated fats • Up To 80% hydration

PINSAROMANA.US

DOUGH BOWLS

CUTTING BOARDS - EQUAL SLICE

DESSERTS DOUGH DIVIDERS/ROUNDERS, PRESSES/ROLLERS

Be Inspired. Be Creative. Be Original.

Red, White, and Blue Pizza with Nutella®

Fried Pizza Dough with Nutella®

Breakfast Pizza with Nutella®

For more exciting recipes and tips about Nutella®, visit www.ferrerofoodservice.com or call (800) 408-1505 for more information.

HOME OF THE PIZZA DESSERTS FAMILY STYLE “PIZZA” COOKIES AND BROWNIES

8-Inch Chocolate Chip Cookies and Brownies Fully Baked; Simply Heat & Serve The perfect dessert for your restaurant!

stellasgourmet.com info@stellasgourmet.com or 866.383.2444

APRIL 2022 | PMQ.COM

THE PIZZA EXCHANGE

DOUGH DIVIDERS/ROUNDERS, PRESSES/ROLLERS

FLOUR

A revolutionary ingredient of below and sign-off on the advertisement as shown or indicate changes in the changing thecolumn. way people Please return this signed proof to Stacie Dennison at either: enjoy Italian cuisine Email: sdennison@pizzatoday.com Carlo F. Pedone • 414.301.4245 • carlo@pinsaromana.us or Fax: 502-736-9518 Learn more about Pinsa Romana or attending the academy: pinsaromana.us • pinsaschool.com FOOD DISTRIBUTORS

OPTIMAL DOUGH PROTECTION

DOUGH TRAYS

» » » » »

Outlasts plastic trays Won’t bend or dent Withstands temps -60o to 250o F Lids and dollies available Custom color matching

GLUTEN-FREE PRODUCTS Scan for Demo

PH 800 458.6050 • www.mfgtray.com • Contact your preferred distributor

Premium Flours Make Gluten-Free Tasty & Easy! Tel: 310-366-7612 E-mail: sales@authenticfoods.com Web: www.authenticfoods.com

DOUGH TRAYS/PROOFING TRAYS HONEY

• Dough Trays -Standard Standard && Artisan Artisan Sizes Sizes – extremely – extremely durable durable and and airtight. airtight. Outlasts all other Plastic & Fiberglass Dough Trays! • Dough Tray Covers – engineered designed toto fit.fit. • Dough Scrapers – two ergonomic designs. • Dough Tray Dollies – heavy duty. The preferred dough tray of pizza operators in the US and Abroad for over 30 years! Order by phone or online.

Call 908-276-8484.www.doughmate.com 908-276-8484...............www.doughmate.com

REQUEST A SAMPLE (212) 655-0574 wholesale@mikeshothoney.com mikeshothoney.com

The Leader in Dough Handling Products

FLOUR Scan for Demo

INSURANCE

Premium Flours Make Gluten-Free Tasty & Easy! Tel: 310-366-7612 E-mail: sales@authenticfoods.com Web: www.authenticfoods.com

INTERNET MARKETING

R E E T, S U I T E 2 0 0 , L O U I S V I L L E K Y 4 0 2 0 3 • 5 0 2 - 7 3 6 - 9 5 0 0 pmq.com/Recipe-Bank/ 76

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PIZZA INDUSTRY RESOURCE GUIDE

MACHINERY/EQUIPMENT

MIXERS

4-Year Warranty on 10-150 qt. mixers! MAGNETS

800-222-1138

•

www.varimixerusa.com

SP62P

PIZZA MIXER • • • •

MAILING LISTS

NEW RESIDENTS = NEW CUSTOMERS

QUALITY • PERFORMANCE • VALUE

800-347-5423 • globefoodequip.com

GET YOUR SLICE OF THE PIE! Marketing Assurance

Heavy-duty, 60 qt. capacity Direct gear drive transmission Standard #12 attachment hub 2-year parts & labor warranty

Low-cost, up-to-date, and effective... our exclusive “New Resident” lists can mean immediate new customers. For free zip code estimates...

Call Us Today 1-800-729-6518

MOISTURE-ABSORBENT TOPPINGS CONDITIONER/SUPPLIES

MANAGEMENT

keep more of your hard earned dough! 3 money saving programs:

ON HOLD MARKETING/PHONE SERVICES

sCheduLing • aTTendanCe • daiLy Log

FAST, PAINLESS SCHEDULING • MONITOR LABOR COSTS • REDUCE TURNOVER • NOTIFY EMPLOYEES • ELIMINATE BUDDY PUNCHING • IMPROVE COMMUNICATIONS • WEB-BASED

save time and increase profits!

www.timeforge.com 866.684.7191

MIXERS

Precision HD-60 Pizza Mixer 7-Year Unconditional Parts Warranty on all gears and shafts in the planetary and transmission!

Holdsbowl! art 80-qundles a Ha . bag 50 lb our! of fl

www.pizzamixers.com • 1-877-R-MIXERS

APRIL 2022 | PMQ.COM

THE PIZZA EXCHANGE

ON HOLD MARKETING/PHONE SERVICES

PIZZA BOXES

(888) 400-3455 | (909) 825-7700 | wpackaging.net ™ Next Level Packaging

Distribution Center Locations

California | Michigan | Texas

ONLINE DATA REPORTS

Euromonitor International

DETROIT STYLE FLATBREAD ARTISAN ROMAN RECTANGLE PIZZA BOXES

Your Strategic Partner for Company Growth For more information visit www.euromonitor.com

DoughBox-SmallAd-2021.pdf

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PIZZA BOX LINERS

Discover all the pizza trends in the Pizza Consumer Trend Report. 312.506.4060 | info@technomic.com

ORDERING APPS

THE ALL-IN-ONE INVENTORY APP ORDERPILOTAPP.COM

SIMPLE, QUICK & EASY

CMY

DOUGHBOXBAG.COM

Best Choice Among Brand Name Mixers in the Market. HIGH QUALITY at a REASONABLE PRICE High Quality spiral and Planetary Mixers, Bread Slicers, Dough Sheeters, Meat Grinders, Dough Dividers/Rounders, Rotary Ovens and More!

Only Thunderbird can offer up to 7 YEARS extended WARRANTY!!!

Planetary Mixers 10qt up to 200 qt Capacity

Call us Today!

Vertical Cutter Mixer 15 hp, 90 min. Digital Timer Two Speeds

Reversible Dough Sheeter 115V or 220V All Stainless Steel or Painted Version

TDR-36 Semi-auto Dough Rounder/Divider Optional Dividing Units for Choice (14.30.36.52)

ASP-200 Spiral Mixer w/ Removable Bowl 440 lbs dough Capacity

THUNDERBIRD FOOD MACHINERY, INC. (PIZZA HUT OFFICAL VENDOR)

4602 Brass Way, Dallas, TX 75236 TEL: 214-331-3000; 866-7MIXERS; 866-875-6868; 866-451-1668 FAX: 214-331-3581; 972-274-5053 WEBSITE: www.thunderbirdfm.com; www.thunderbirdfm.net

Spiral Mixers Capacity from 88lbs to 440lbs of Dough

PMQ PIZZA MEDIA | PMQ.COM

PO Box 4768, Blaine, WA 98231 TEL: 360-366-0997; 360-366-9328 FAX: 360-366-0998; 604-576-8527 EMAIL: tbfm@tbfm.com; tbfmdallas@hotmail.com

PIZZA INDUSTRY RESOURCE GUIDE

PIZZA BOX LINERS

PIZZA OVENS

PIZZA DOUGH, PLANT-BASED

the POWER to

PIZZA DELIVERY THERMAL BAGS

PERFORM woodstone-corp.com

PIZZA OVENS PIZZA PEELS

PIZZA SERVING COUNTERS

Stone Deck, Pizza Dome, and Bakery

www.univexcorp.com Tel. 800-258-6358 Fax. 603-893-1249

FlexiTop MOBILE HOT AND FROST COMBINATION SERVING COUNTERS APRIL 2022 | PMQ.COM

THE PIZZA EXCHANGE

PIZZA SUPPLIES

SAUCE

• Pizza Preparation and Delivery Products •

Since 1915, The Neil Jones Food Company has been producing premium quality tomato and custom blend sauces. A family owned and operated corporation, we only pack from the freshest and finest vine-ripened California tomatoes. So whether you prefer classic #10 cans or new shelf-stable pouches, you will always get the very best in fresh packed tomato products from Neil Jones Food.

National Marketing, Inc.

www.nminc.com 800-994-4664

734-266-2222

Fax: 734-266-2121

Manufacturers’ Direct Pricing • Call or order online • We export

TELEPHONE EQUIPMENT/SUPPLIES/SERVICE

PIZZA TOOLS

TOMATO PRODUCTS PIZZA TOPPINGS

GO PAZZO! Turn ordinary pizza into extraordinary with Margherita. Visit SmithﬁeldCulinary.com/Margherita

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TRADE SHOWS

MENUS / FLYERS / POSTCARDS Best Prices on the Web

Call Now 800-783-0990 www.bestchoiceprinting.com

NATIONAL PIZZA SHOW

 August 23-25, 2022  Rosemont Convention Center

www.nationalpizzashow.com WINGS

610-463-0508 TheMailShark.com/PMQ22

PMQ PIZZA MEDIA | PMQ.COM

PIZZA INDUSTRY RESOURCE GUIDE

30% MORE MARCH 2022

Brand X

PIZZA MEDIA

ADVANCING THE PIZZA BUSINESS COMMUNITY

people read PMQ than the “other guys.”

MARCH 2022 | PMQ.COM

PMQ PIZZA MAGAZINE | Volume 26, Issue 2

THE

ZEALOT Inspired by Google and Facebook, Khanh Nguyen has designed Dallasbased ZaLat Pizza for “global pizza domination.” PAGE 36

The Pizza Industry’s Business Monthly | PMQ.com

20 ZAZAS ON THE RISE | 46 HARD CHEESES | 52 SECRETS OF STAFFING SUCCESS

Circulation: 41,990* *USPS Form #3526R, September ’21

Circulation: 30,651* *USPS Form #3526R, September ’21

PMQ has the pizza industry’s largest print & digital audience. Call our friendly ad representatives today.

Tom Boyles 662-234-5481 x122 tom@pmq.com

Jerry Moschella 662-234-5481 x137 jerry@pmq.com

Linda Green 662-234-5481 x121 linda.pmq@gmail.com APRIL 2022 | PMQ.COM

PIZZA HALL OF FAME

Has your pizzeria been in business for 50 years or longer? If so, contact us at tracy@pmq.com.

With in-booth jukeboxes and classic fare, Tony’s Baltimore Grill in Atlantic City maintains its old-school charm.

TONY’S BALTIMORE GRILL Still operating a 24-hour bar in New Jersey’s gambling mecca, Tony’s Baltimore Grill has stood for nearly a century as a true Atlantic City original. BY TRACY MORIN When PMQ wanted to induct Tony’s Baltimore Grill in Atlantic City, New Jersey, into the Pizza Hall of Fame, the owners were game— but insisted they remain anonymous. “They are not the story; the Baltimore Grill is the story,” their statement read. “Everyone on our team has a list of core values, and none of them involve individual recognition. It’s a team sport.” Luckily, this longtime Atlantic City favorite did share some noteworthy highlights of its 95-year history with us. Here’s their unique story, in their own words. In 1927, Joseph Tarsitano, originally from Philadelphia, opened the Baltimore Grille at 604 Atlantic Avenue, with the menu featuring pasta and excellent fried seafood (from Baltimore, of course). Local legend says that one day Joseph’s son, Tony, was summoned to the kitchen to help his father. He began serving what his father referred to as a tomato pie, the first ever made in Atlantic City. This pie has gone on to become our now-world-famous 12” pizza. When Joseph died, his brother John owned and operated the Grill. Tony faithfully served in World War II and, following his discharge, he and his two younger brothers, Dominic and Lou, purchased the restaurant from their uncle and renamed it Tony’s Baltimore Grill. In December 1964, Tony and William “Ricky” Rich bought Paddy McGahn’s Cafe and Musical Bar and converted it to the present82

PMQ PIZZA MEDIA | PMQ.COM

day Tony’s Baltimore Grill. They opened April 1, 1965, with lines stretching down the avenue. Customers’ memories are what makes the Baltimore Grill really special. Many children have been raised here—whether picking up pizza and cigarettes for their grandparents, or hanging out at the place to be after prom or a sporting event. “I’ve been coming to Tony’s since...” is overheard every single night in our dining room and bar. The Baltimore Grill is a critical part of the DNA of Atlantic City—as unique as our boardwalk, the very first in America. While the Tarsitano and Rich families are no longer involved, their simple traditions are alive and well today. The current owners, a local family, proudly say that they do not actually own the grill; they are simply taking care of it for the next generation. The real owners are our customers, who would never let a world war, a superstorm or a pandemic take away their beloved Baltimore Grill.

Tracy Morin is PMQ’s senior copy editor and the editor of PizzaVegan.com.

NEW YORK

DETROIT

CHICAGO

NO MATTER WHERE YOU’RE FROM Mike’s Hot Honey started out of a pizzeria in Brooklyn 11 years ago, creating a whole new category of pizza topping that has been called a gamechanger by pizza fans and spawned best-selling menu items for pizzerias nationwide. Request a sample today to see what all the buzz is about. www.mikeshothoney.com/sample

WING SAUCES!

CALL FOR A FREE SAUCE SAMPLE! 716-984-5666

Joey Todaro, III (LJ), Wing King

@joeylanova @lanovawings

La Nova Wings

www.LANOVA.com

PIZZA MEDIA

ADVANCING THE PIZZA BUSINESS COMMUNITY

APRIL 2022 | PMQ.COM

THE POWER OF ONE How independent pizzerias can flex their superpowers and compete with the chains. PAGE 24

32 VEGAN RECIPES | 42 THE THIRD-PARTY SOLUTION | 50 OVEN UPKEEP