PMQ Pizza Magazine December 2019

PIZZA MAGAZINE T H E W O R L D ' S A U T H O R I T Y O N P I Z Z A | P M Q . C O M | P I Z Z AT V. C O M

DECEMBER 2019

Packaging designed to protect your food.

westrock.com/pizza

PIZZA POWER 2020 PAGE 22

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Packaging designed to protect your food.

Pizza boxes and foodservice containers from WestRock are manufactured to meet the highest quality and food safety standards. Raw materials are sourced domestically. Liner, medium and finished products are routinely tested by independent, certified laboratories and finished packaging meets FDA requirements for food contact.

Available through distributors nationwide.

To learn more, go to westrock.com/pizza or contact us at pizzaboxes@westrock.com.

Š2019 WestRock Company. All rights reserved.

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December 2019

PIZZA MAGAZINE T H E W O R L D ' S A U T H O R I T Y O N P I Z Z A | P M Q . C O M | P I Z Z AT V. C O M

PMQ PIZZA MAGAZINE | Volume 23, Issue 10

DECEMBER 2019

The Pizza Industry’s Business Monthly | PMQ.com

PIZZA POWER 2020 PAGE 22

DIGITAL SIGNAGE 46

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WEIRD PIES 52

THE DOUGH DOCTOR 58

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I BELIEVE PIZZA IS AN ART. I BELIEVE IN USING NOTHING BUT THE BEST INGREDIENTS. IF YOU WANT AN AVERAGE, RUN-OF-THE-MILL PIZZA I BELIEVE YOU KNOW WHERE YOU CAN GO. 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.

grandecheese.com 1-800-8-GRANDE © 2019 Grande Cheese Company

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ONLINE @ PMQ

FIND US ONLINE

FEATURED STORY NRA PREDICTS FUTURE OF THE RESTAURANT INDUSTRY A new report released by the National Restaurant Association projects that industry sales will reach $1.2 trillion and the workforce will likely exceed 17 million by 2030. The far-ranging report examines the potential effects of technology and data on consumer expectations and predicts continued growth of cloud kitchens and online deliveryonly brands. It’s all part of a “radical transformation [that] will change the way the industry operates going forward,” NRA executive Hudson Riehle says.

P M Q . C O M /R E S TA U R A N T S IN 2 0 3 0

ALSO ON PMQ.COM

HOW TO DETER ROBBERIES AND BREAK-INS

ADDING A TAKE-AND-BAKE OPTION

Certain vulnerabilities can leave a pizza shop open to crime.

But with a few specific safety measures, pizzeria owners can implement procedures that reduce liabilities, mitigate the chance of a robbery and protect your drivers.

More than 60% of respondents to a Datassential survey said they choose take-and-bake chain Papa Murphy’s because they have “a real desire to experience the brand.” Could adding a take-andbake option boost your customer loyalty?

PMQ.COM/PREVENTPIZZERIAROBBERY

PMQ.COM/PAPAMURPHYSSUCCESS

BIG SLICE PIZZERIA HELPS SPREAD PAY-IT-FORWARD MOVEMENT

PIZZA FOR PAJAMAS: PIZZERIA TEAMS UP WITH A SECOND GRADER

Rosa’s Fresh Pizza in Philadelphia became famous for letting customers buy slices for the needy, but the restaurant had to close in April due to rising costs and heavy competition. Can Toledo’s Big Slice Pizzeria make the concept work?

Inspired by a little boy with a big heart, 1000 Degrees in Glastonbury, Connecticut, hopes to collect 1,000 pairs of pajamas for needy children before winter arrives in full force. How the campaign got started is a bedtime story for the ages.

PMQ.COM/BIGSLICEPIZZERIA

PMQ.COM/PIZZAFORPAJAMAS

6 PMQ PIZZA MAGAZINE | THE WORLD’S AUTHORITY ON PIZZA

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IN THIS ISSUE

DECEMBER FEATURES

22

ON COVTHE ER

Pizza Power 2020

There’s a myriad of moneymaking opportunities for pizzeria owners who can adapt to rapid change in the coming year. (Cover photo by Blake Harris)

46

Screen Time

58 The Good Doctor

52

Weird Pie-ence

62 Building Your Dream Team

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AS GOOD AS

GOLD GOLD JUST GOT SMOOTHER Saputo® Premium Gold Ricotta Cheese and Mozzarella Cheese are crafted to give dishes creamy textures and rich flavors that keep customers coming back for more.

Get your free ricotta sample at GetSaputoGold.com © 2019 Saputo Cheese USA Inc. All rights reserved. Saputo®, Bicycle 1954® and design are registered trademarks owned by Saputo Cheese USA Inc.

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Saputo Cheese USA Inc., Lincolnshire, Illinois 60069 • (800) 824-3373

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IN THIS ISSUE A Publication of PMQ, Inc. 662-234-5481 Volume 23, Issue 10 December 2019 ISSN 1937-5263

DECEMBER DEPARTMENTS

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 ext. 130

12

In Lehmann’s Terms: Remember the 20-Minute Rule

Tom Lehmann explains his recommendation for placing dough in your cooler within 20 minutes of mixing.

ART DIRECTOR Eric Summers, eric@pmq.com ext. 134 SENIOR COPY EDITOR Tracy Morin, tracy@pmq.com ASSOCIATE EDITOR Callie Daniels Bryant, callie@pmq.com DIRECTOR OF PUBLIC RELATIONS/ SOCIAL MEDIA Heather Cray, heather@pmq.com ext. 137 DIRECTOR OF RESEARCH Blake Harris, blake@pmq.com ext. 136

14

The Think Tank: Does Humidity Lead to Blown Dough?

Think Tankers share hacks for making dough in a hot kitchen.

TEST CHEF/USPT COORDINATOR Brian Hernandez, brian@pmq.com ext. 129 CONTRIBUTING EDITOR Bill DeJournett 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

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SENIOR ACCOUNT EXECUTIVE Tom Boyles, tom@pmq.com ext. 122

Eye On the Chains

Pizza Hut rolls out a compostable pizza box, while Blaze Pizza makes black lights cool again.

ACCOUNT EXECUTIVE Chris Green, chris@pmq.com ext. 125 SALES ASSISTANT Brandy Pinion, brandy@pmq.com ext. 127 PMQ INTERNATIONAL PMQ CHINA Yvonne Liu, yvonne@pmq.com

82

Pizza Hall of Fame: Louie & Ernie’s Pizza The third time was a charm for the founder of this Bronx basement hangout.

IN EVERY ISSUE 6 Online @ PMQ 16 Moneymakers 66 SmartMarket

PMQ RUSSIA Vladimir Davydov, vladimir@pmq.com PMQ PIZZA MAGAZINE 605 Edison St. • Oxford, MS 38655 662.234.5481 • 662.234.0665 Fax

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

68 Product Spotlight 70 The Pizza Exchange

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.

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IN LEHMANN’S TERMS

REMEMBER THE 20-MINUTE RULE Tom Lehmann explains his recommendation for placing dough in your cooler within 20 minutes of mixing.

BY TOM LEHMANN

Q A

Why do you always insist that pizza dough be scaled/divided, balled and placed in the cooler within 20 minutes after coming off the mixer?

I make this recommendation because the yeast has what we call a lag phase. Due to this lag phase, the yeast isn’t changing the density of the dough for a period of about 20 minutes after it comes off the mixer. This is crucial to the process of cold-fermenting the dough balls, which is the standard approach for most pizzerias.

If we can get the entire dough processed and placed in the cooler within that 20-minute window, there will be little change in dough density between the first and last dough balls that you make. However, if we take our time and exceed that 20-minute window, the last of the dough balls that we make from that particular batch will begin showing signs of fermentation/leavening, and they will be less dense as a result. This means that the less dense dough balls will be more difficult to cool, and they will cool at a slower rate than the more dense dough balls, which will result in inconsistent dough performance. This inconsistency will become more pronounced as the cold-fermentation time is extended out to several days or more.

Although it may seem difficult to completely process an entire dough within 20 minutes, it really isn’t. There are

several ways to get it done. You can add an extra person or two to the bench to help with dough processing, or you can purchase a mechanical dough rounder, which will do a great job for you.

Additionally, depending on how you are presently rounding your dough balls, you can try a more efficient way of accomplishing this task by hand. To learn how to hand-round dough balls faster, you might want to visit my website at doughdoctor.com. Here you can check out my three-part dough processing video series, “How to Make Pizza Dough.” In part 2 of the series, a former colleague and I demonstrate how to round dough balls using only one hand at first and then progressing to rounding one in each hand (two at a time). Using this procedure, one person can hand-round an entire dough made with 50 pounds of flour (about 86 pounds of dough) into 12-ounce dough balls in under 20 minutes!

Tom Lehmann was the longtime director of bakery assistance for the American Institute of Baking (AIB) and is now a pizza industry consultant.

T H E DOU GH DOCT OR@H OT MAIL .COM

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5-year Parts & Labor Warranty

“We are most concerned about what comes out of the end of the oven�

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T H E T H I N K TA N K

DOES HUMIDITY LEAD TO BLOWN DOUGH? Steve: How much does the kitchen’s humidity affect the rise of the dough? Due to special restrictions, our dough table is six feet away from the back of our oven. It seems like our dough doesn’t blow up nearly as fast when we make it in the morning. Recently, we were slammed on a Wednesday night and had to knock out five 50-pound flour batches to get ready for Friday. We did this at around 7 p.m. The water temperature was as cold as we could get it. But the dough balls blew up to the point that they fell off the trays in the walk-in. Should we relocate the dough table/ mixer to a cooler place in the store?

Tom Lehmann: Are you monitoring your finished dough temperatures? The humidity has little to nothing to do with blown dough. It’s all in the dough temperature. Additionally, when mixing multiple doughs back to back, keep a 5-gallon bucket of ice water at hand. Pour the ice water into your mixing bowl while you’re scaling the ingredients, then pour the water back into the bucket prior to starting the mixing process. Add your dough water with the appropriate amount of shaved or flake ice (never cube or tube ice). Repeat this for each dough.

Think Tankers share hacks for making dough in a hot kitchen.

Alternatively, you can put water in a large food-safe container, add ice to it and store it in your walk-in cooler. Assuming a mixing time of around eight to 10 minutes, the ice water should get your finished dough temperature down into the 70s even on the hottest days. famousperry: I added a Mitsubishi split HVAC to my kitchen last year. It has been a game changer in both summer and winter months, and the operating costs aren’t bad. We also use it on humid days to get the humidity out of the kitchen. Also, on hot summer days, we keep our water buckets for dough in the walk-in freezer until they’re just about ready to freeze. gmac42: We encountered the same issue when I was in the pizza

business. The best dough we made resulted from putting our dough flour in the walk-in a week ahead of time. In addition, we made up portioned buckets of water and put them in the walk-in the night before we made dough. We also made our dough in the early morning during the hottest months.

Get answers to your most perplexing problems and swap tips and ideas with the experts in PMQ’s Think Tank, the pizza industry’s oldest and most popular online forum. Register for free at thinktank.pmq.com. (Member posts have been edited here for clarity.)

TH IN K TAN K.P MQ .COM

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MONEYMAKERS Featured in an October eating contest at Mikey’s Late Night Slice, the Fiery Death With Hate Sausage pizza has scored national coverage from The Wall Street Journal.

THE PIZZA SPECIAL FROM HELL We’re not saying the Fiery Death With Hate Sausage pizza is the world’s hottest pie, but we know this much: You have to sign a waiver before you can eat it. A recurring special at Mikey’s Late Night Slice, headquartered in Columbus, Ohio, this blazing-hot pizza from hell is topped with Carolina Reaper, Trinidad Scorpion and Bhut Jolokia (Ghost) peppers.

No, we haven’t tried it ourselves—we’re not crazy—but eight brave souls put their digestive systems on the line in the weekend-long Fiery Punishment Contest at the Mikey’s Cincinnati location in October. First they signed a legal document that absolved Mikey’s of any responsibility for the horrors to come. Then they had to choke down three gut-burning slices, plus a raw Carolina Reaper, and remain seated for five minutes afterwards without any additional food or drink. “It’s literally the hottest food I’ve ever encountered,” says Mikey’s co-owner Jason Biundo. “Being the one responsible for this, I was obligated to sample my monster. It was rough. But let me tell you: As much as it burns going down, nothing will prepare you for how it’s going to come out.”

QUICK TIP 1

STUFF A STOCKING WITH CARE Create a Christmas stocking for your social media community this year. Stuff it with freebies, gift certificates and swag from local businesses, as well as gift cards for your own food. Post an announcement for a contest to grab the holiday haul, asking followers to like, comment and share for a chance to win.

A BOY AND HIS BIKE Seventeen-year-old Charly Spor, a favorite customer of Italian Style Pizza & Pasta in Folcroft, Pennsylvania, lost his dad earlier this year. A few months later, he lost his bike, his only means of transportation. But the latter was a loss that the pizzeria’s owner, Brian Himes, could do something about. Someone stole Spor’s bike off the sidewalk while he was picking up a carryout pizza in Himes’ store. “I felt horrible,” Himes told local TV station Fox 29, so he sent one of his delivery drivers to drive Spor around the neighborhood in search of the stolen bike. When it didn’t turn up, Himes put out the word on Facebook that the youngster—whose widowed mother is also raising three other kids—needed $200 for a new set of wheels. Within five days, customers had donated $140, and Himes covered the other $60, plus $45 to pay for an extended warranty for the bike. “It’s way better than any bike I’ve ever had before,” Spor told Fox 29.

Doing a good deed for struggling teenager Charly Spor also reaped positive PR for Italian Style Pizza & Pasta in Folcroft, Pennsylvania.

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MONEYMAKERS A monthlong pizza eating promotion at Thompson’s Pizza drew dozens of competitors and coverage from several regional newspapers and websites.

ATTACK OF THE PIZZA MONSTER Thompson’s Pizza unleashed a monster in Chelsea, Michigan, in October, and dozens of victims are still recovering from its rampage. Thirty-seven teams, each consisting of three brave heroes, assembled to take the restaurant’s Monster Pizza Challenge throughout the month of Halloween.

Only three teams won the challenge, which required them to finish off a 13-pound, 30” stuffed crust pie with three toppings in 30 minutes.

Competing teams had to pay $49.95 for the pizza if they didn’t finish it off. Two of the teams represented regional media outlets—The Ann Arbor News and the Jackson Citizen Patriot—in the contest, and both failed while generating free publicity for Thompson’s Pizza. “Immediately after, it felt like there was a large rock inside me,” Taylor DesOrmeau, one of the competing reporters, told MLive.com. “It didn’t help matters when my roommates’ cat jumped on my stomach when I got home.” DesOrmeau’s colleague, Sam Dodge, downed seven slices in the competition, later complaining, “I’m in a self-imposed cheese coma.”

W

QUICK TIP 2

NEW YEAR, NEW MENU OPTIONS Offer healthy menu options to help your customers stick to their New Year’s resolutions in 2020. Provide more vegetarian and vegan items as well as whole-wheat crusts and a low-fat mozzarella alternative.

PIZZA: DOIN’ IT DOGGY-STYLE Doggy biscuits are all well and good, but when you really want to give man’s best friend a treat, splurge for pizza. That’s the idea behind a unique menu item at Rose City Pizza in Rosemead, California. Owner Brian Nittayo said the Doggy-Style Pizza features a whole-wheat, yeastfree crust and comes topped with roasted carrot puree, low-fat ricotta, and grilled and diced chicken, with a sprinkling of parsley for garnish.

“It’s very nutritious, and it’s a great treat for them,” Nittayo said in an Insider.com video about his pooch-friendly pie. He added, “We’re always into getting new customers, and now we have dog customers, so it’s pretty cool.”

The Doggy-Style Pizza gets tails wagging at Rose City Pizza.

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The same tight integration, same detailed reports and call recordings in your hands, same ability to overflow back to the stores, but you let some one else hire and manage the staff. We can provide this service to you or work with your existing call center provider.

Best for a chain with a simple menu, “A.I.” virtual call centers can flip on and off as needed. By day of week/time of day, by call load, by manual control from your phones.

If you have any interest in call centers call us to discuss options or visit www.pizzacloud.net to register for a webinar.

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EYE ON THE CHAINS

The Washington Post said Pizza Hut’s round, compostable delivery box “feels like a giant leap for pizza-kind.”

HAS PIZZA HUT REVOLUTIONIZED THE DELIVERY BOX? Pizza Hut tied two growing trends—plant-based meats and sustainability—together in a single box at one of its Phoenix locations in October. The chain worked with Zume, a Californiabased pizza tech company, to design a round, industrially compostable box for its Garden Specialty Pizza, which is topped with plant-based Italian sausage from Incogmeato, onions, mushrooms and banana peppers. Made of sustainably harvested plant fiber, the eco-friendly round box was “engineered to make our products taste even better by delivering hotter, crispier pizzas,” said Nicolas Burquier, Pizza Hut’s chief customer and operations officer. The Garden Specialty pies also scored eco-friendly extra credit by tapping plant-based proteins, which use less water and generate fewer greenhouse gas emissions than animal proteins.

Pizza Hut said it was testing the box in Phoenix and will look for ways “to roll the box out more widely in the near future.”

BLAZE PIZZA MAKES BLACK LIGHTS COOL AGAIN Blaze Pizza gave customers an excuse to dust off their ’70s-era black lights with a delivery-only promotion for Halloween. In addition to offering free delivery through its website and mobile app from October 28 through November 7, Blaze packaged random pies in boxes that revealed “secret messages”—such as “Dare to Open,” “Creepin’ It Real” and “Bone Appetit”—when exposed to black light. Customers who received the black light boxes were invited to post pictures on their social media accounts with the hashtag #BlazeHalloweenSweeps for a chance to win prizes. The grand prize: one large pizza delivered for free every week for a year. Another lucky customer won 10 free large pizzas for a pizza party, while 10 Blaze fans were awarded with one large pie.

They’re not quite as trippy as your old Jimi Hendrix or Led Zeppelin posters, but Blaze Pizza’s Halloween boxes sent a spooky message when exposed to black light.

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UNO PIZZERIA & GRILL’S NEW MENU REFLECTS CHANGING LIFESTYLES Some customers are picky eaters by choice, others by necessity.

Now Boston-based UNO Pizzeria & Grill has launched a supplemental menu for all of them. The chain’s “Love All, Feed All” menu is designed for guests with specific dietary preferences or requirements and includes more than 50 options for calorie counters, vegans, vegetarians, and those with gluten or dairy sensitivity. It was developed with input from People for the Ethical Treatment of Animals (PETA).

The menu offers 20-plus items with 600 calories or less, including thin-crust pizzas featuring toppings like spinach, goat cheese and caramelized onions, or roasted eggplant, spinach, pesto and feta; five vegan items, such as the thin-crust Vegan Garden Pizza and Vegan Cheese Pizza (made with Daiya mozzarella-style shreds) as well as a plant-based burger made with proteins from Beyond Meat; and more than 15 vegetarian items, like the Eggplant Parm Pizzanini, with roasted eggplant, caramelized onions, mozzarella, basil and marinara sauce.

The “Love All, Feed All” menu also boasts 15-plus dishes for customers with celiac disease or gluten sensitivity, along with 10 dishes that have 10 or fewer grams of carbohydrates. UNO’s website provides nutrition information that covers calories, total fat, saturated fat, trans fat, sodium, carbs and more.

In a press statement, Jim Ilaria, UNO’s CEO, said the new rollout is “a drastic modernization and expansion of our menu and its first major overhaul in decades.” He added that the supplemental menu ensures that “everyone can walk through our doors confident they will enjoy a tasty meal regardless of their dietary interests.

“All of us in all of our families have someone who is vegan or, unfortunately, gluten-sensitive or, like me, trying to lose some weight,” Ilaria told Nation’s Restaurant News. “We think we’ve really dropped the mic on other casual dining [chains] that are just putting their toe in the water.”

UNO’s “Love All, Feed All” menu caters to every dietary need and preference, from gluten-free to vegan.

DECEMBER 2019 | PMQ.COM

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PIZZA POWER 2020 The pizza industry is undergoing a radical transformation, but there will be no shortage of new moneymaking opportunities for operators who can adapt to change in the coming year. BY RICK HYNUM

“Digital disruption” has become something of a buzz phrase in the pizza business in recent years, but that term only tells part of the story of an industry that’s evolving at a dizzying pace. We’ve written at length about the online ordering revolution in past Pizza Power Reports—you know the drill by now, and if you haven’t made your peace pizzeria owners are contending with an entirely new crop of opportunities and challenges, from the startling rise of

BLAKE HARRIS

with it yet, there’s no time like the present. Beyond that,

third-party aggregators to the surging popularity of plantbased proteins and the mysteries of a colossal consumer demographic known as Generation Z (yes, another younger generation to figure out).

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Heather Cray, PMQ's social media manager, transformed into a blonde Rosie the Riveter for our Pizza Power photo shoot.

DECEMBER 2019 | PMQ.COM

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Domino's hopes robotic delivery and autonomous vehicles will give them a futuristic advantage over competitors.

Diners are particularly interested in serviceenhancing tech, such as tablets at the table, self-service kiosks and wearable technology for servers.

DOMINO'S

At least the robots haven’t taken over—yet. But Domino’s is working on it.

The chain has said it will roll out its first delivery bot (not so cleverly named the R2) at one of its Houston stores by the end of this year. Robotic delivery could give Domino’s additional advantages over independent pizzerias that are already struggling to keep up with technology. “The opportunity to bring our customers the choice of an unmanned delivery experience—and our operators an additional delivery solution during a busy store rush—is an important part of our autonomous vehicle testing,” said Kevin Vasconi, Domino’s executive vice president and chief information officer, in a statement in June.

In fact, according to the National Restaurant Association’s 2019 State of the Restaurant Industry Report, technology matters more than ever to customers, especially if it makes ordering food easier. “A majority of consumers say they would like to see restaurants incorporate more technology with a focus on improving customer service, making ordering and payment easier, and offering more convenient takeout and delivery options,” the NRA report states. Diners are particularly interested in service-enhancing tech, such as tablets at the table, self-service kiosks and wearable technology for servers.

But if tech is a consumer turn-on, mass-produced foods are a big turnoff.

The NRA reports that “local sourcing, healthy options and eco-friendly food are increasingly important to consumers, and a majority of them say the availability of these options factors directly into their choice of a restaurant.”

And if you think you’ve got that covered with your veggie pizzas, think again:

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As more sales are moving online, independents are lagging behind the chains.

Chains: $27.80 billion in sales 36,151 locations

Independents:

3.17%

1.33%

$18.53 billion in sales 41,573 locations

3.51%

.47% Source | CHD Expert

According to research firm Technomic, 50% of consumers eat vegetarian or vegan dishes at least once a month, but only 27% of those consumers say restaurants provide vegetarian/vegan options that taste good.

So, there’s a lot to figure out in 2020. Even if you’re staying on top of customers’ technological demands, there’s no Star Trek-like scanner that can make sense of their ever-changing palates. But take heart: They still dig pizza, and they’re still spending their money on it. Now let’s take a look at the industry numbers and see where the money is going.

THE CHALLENGE FOR INDEPENDENTS

This year’s national sales figures reflect a continuing trend that will be unsettling to independent pizzeria operators. All in all, the numbers look good: According to CHD Expert,

PMQ TOP 20 CHAINS

pizza industry sales are up slightly for the year ending September 2019. Pizza restaurants racked up sales totaling $46,337,969,390.42, an increase of about 1.33% over the previous year’s sum of $45,733,656,011.07. More pizza stores opened as well, totaling 77,724 units, which is up 1.34% over the previous year’s figure of 76,993 total units.

Independents still lead the chains in total number of units nationwide, but CHD Expert says that lead is shrinking. The chains saw their number of units rise to 36,151 (from the 2018 total of 34,967), while independents lost a little bit of ground with a total of 41,573 stores (compared to 42,026 in the previous year).

The worse news for independents, as CHD Expert reports, is that they continue to lag behind the chains in total sales. Independents saw their sales drop by 1.33%, from

Highest Volume

Fastest Growing

Top Total Sales

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20.

California Pizza Kitchen Oregano’s Pizza Bistro LaRosa’s Pizzeria Bertucci’s Anthony’s Coal Fired Pizza Dion’s Pizza Grimaldi’s Mellow Mushroom Brixx Wood Fired Pizza Giordano’s Shakey’s Pizza Parlor PizzaRev Pizza Ranch Ledo Pizza Gatti’s Pizza Domino’s Monical’s Pizza Blaze Pizza Donatos Pizza TOP Lou Malnati’s

20

Papa Gino’s Pizzeria Bertucci’s Pieology Pizzeria MOD Pizza Anthony’s Coal Fired Pizza Marco’s Pizza Domino’s Pizza Ranch Dion’s Pizza Shakey’s Pizza Parlor Pizza Factory Villa Italian Kitchen PizzaRev Pizza Inn LaRosa’s Pizzeria Peter Piper Pizza Brixx Wood Fired Pizza Hungry Howie’s Pizza Lou Malnati’s Ledo Pizza

Domino’s Pizza Hut Little Caesars Papa John’s Papa Murphy’s Pizza California Pizza Kitchen Marco’s Pizza Round Table Pizza Mellow Mushroom Hungry Howie’s Pizza MOD Pizza Chuck E. Cheese’s Jet’s Pizza Cicis Blaze Pizza Pizza Ranch Godfather’s Pizza Sbarro Donatos Pizza Mountain Mike’s Pizza

Source | Technomic 26 PMQ PIZZA MAGAZINE | THE WORLD’S AUTHORITY ON PIZZA

Dec2019 book.indb 26

11/18/19 4:43 PM

Dec2019 book.indb 27

11/18/19 4:43 PM

WORLD PIZZA MARKET FO R ECASTE D

A N N UA L

S A LE S

G R OWTH

T H R O U G H

$154.8 BILLION (2019)—UP 4.6% 2023

7.5% 2.4%

3.9%

Eastern Europe | $5.4B

Western Europe | $59B North America | $53.8B

7.4% Arrows indicate the seven regions that contribute to the total world pizza market of $154.8 billion.

Asia Pacific | $13.4B

6.9% 8.3%

Middle East/Africa | $5.4B

3.7%

Latin America | $15.5B Source | Euromonitor International

Australasia | $2.2B

(Including a forecast from 2018-2023, updated November 2019)

All outlets that specialize in pizza, including fast-food pizza, pizza full-service restaurants, pizza 100% home delivery/takeaway.

$18,780,796,296.57 for the previous year ending September 2018 to $18,531,653,875.99 for the same period in 2019. As in years past, the pizza chains showed some growth, from $26,952,859,714.50 in the previous year to this year’s total of $27,806,315,514.43, an increase of 3.17%.

The independents’ average sales per unit also declined slightly, from $446,885 last year to $445,761, but the chains didn’t fare any better: Their average sales per unit fell from $770,808 last year to $769,171. These aren’t dramatic numbers by any stretch, but they do suggest a maturing and tightly competitive pizza marketplace with little margin for error in the coming year.

2020 QUICK FACTS T R E N D S

C O M P A R E D

T O

2 0 1 9

P I Z Z A

P O W E R

“A RADICAL TRANSFORMATION”

Digital disruption isn’t confined to the pizza segment, of course. In a November 2019 report titled “Restaurant Industry 2030: Actionable Insights for the Future,” the NRA said the restaurant business as a whole is in the midst of a “radical transformation.” Even the definition of “restaurant” will change over the next decade, as technology and data become integral to marketing and managing a foodservice operation. Over the next 10 years, the NRA report stated, “a greater proportion of meals will no longer be cooked at home, lending to the continued rise in delivery, virtual restaurants, subscription services and grab-and-go at retail locations.” Online-only

R E P O R T

WORLDWIDE PIZZA MARKET

U N ITE D STATE S PIZZA MARKET

NO. OF U.S. PIZZERIAS

AVERAGE U N IT SALES

$154.8 BILLION

$46.34 BILLION

77,724

$596,186

•

Source | Euromonitor International

•

•

•

Source | CHD Expert

28 PMQ PIZZA MAGAZINE | THE WORLD’S AUTHORITY ON PIZZA

Dec2019 book.indb 28

11/18/19 4:43 PM

TOP 50 PIZZA CHAINS RANK BY CATEGORY

B Y

A N N U A L

S A L E S

2019 AVERAGE SALES PER UNIT

2018 AVERAGE SALES PER UNIT

SALES

UNITS

AVERAGE SALES PER UNIT

AVERAGE SALES CHANGE

CHAIN NAME

1

2

16

7

Domino's

6,591,600

5,925,100

11.2%

5,876

5,587

5.2%

$1,121,784

$1,060,515

5.78%

2

1

37

32

Pizza Hut

5,526,552

5,510,842

0.3%

7,482

7,522

-0.5%

$738,646

$732,630

0.82%

3

3

28

23

Little Caesars

3,675,000

3,665,000

0.3%

4,262

4,332

-1.6%

$862,271

$846,030

1.92%

4

4

29

50

Papa John's

2,712,400

3,009,700

-9.9%

3,199

3,314

-3.5%

$847,890

$908,177

-6.64%

5

5

45

27

Papa Murphy's Pizza

795,000

832,531

-4.5%

1,400

1,483

-5.6%

$567,857

$561,383

1.15%

6

20

1

43

California Pizza Kitchen

639,500

650,000

-1.6%

205

205

0.0%

$3,119,512

$3,170,732

-1.62%

7

6

41

6

Marco's Pizza

599,262

549,396

9.1%

883

867

1.8%

$678,666

$633,675

7.10%

8

11

21

42

Round Table Pizza

436,000

444,575

-1.9%

427

429

-0.5%

$1,021,077

$1,036,305

-1.47%

9

22

8

29

Mellow Mushroom

425,500

423,000

0.6%

191

192

-0.5%

$2,227,749

$2,203,125

1.12%

10

7

36

18

Hungry Howie's Pizza

410,927

403,112

1.9%

548

552

-0.7%

$749,867

$730,275

2.68%

11

13

24

4

MOD Pizza

397,743

274,742

44.8%

404

302

33.8%

$984,512

$909,742

8.22%

12

9

38

46

Chuck E. Cheese's

383,300

396,400

-3.3%

541

546

-0.9%

$708,503

$726,007

-2.41%

13

14

25

25

Jet's Pizza

356,500

350,000

1.9%

397

396

0.3%

$897,985

$883,838

1.60%

14

12

30

47

Cicis

350,000

367,000

-4.6%

423

429

-1.4%

$827,423

$855,478

-3.28%

15

16

18

49

Blaze Pizza

326,590

271,400

20.3%

296

230

28.7%

$1,103,345

$1,180,000

-6.50%

16

19

13

8

Pizza Ranch

249,959

234,121

6.8%

207

203

2.0%

$1,207,531

$1,153,305

4.70%

17

8

49

34

Godfather's Pizza

240,000

225,000

6.7%

548

514

6.6%

$437,956

$437,743

0.05%

18

15

39

40

Sbarro

236,100

236,100

0.0%

345

342

0.9%

$684,348

$690,351

-0.87%

19

24

19

38

Donatos Pizza

176,500

167,480

5.4%

170

160

6.3%

$1,038,235

$1,046,750

-0.81%

20

21

33

33

Mountain Mike's Pizza

163,971

150,333

9.1%

204

188

8.5%

$803,779

$799,644

0.52%

21

39

3

15

LaRosa's Pizzeria

158,722

156,120

1.7%

64

65

-1.5%

$2,480,031

$2,401,846

3.26%

22

38

5

5

Anthony's Coal Fired Pizza

154,800

143,800

7.6%

67

67

0.0%

$2,310,448

$2,146,269

7.65%

23

37

10

26

Giordano's

148,600

136,300

9.0%

71

66

7.6%

$2,092,958

$2,065,152

1.35%

24

10

50

24

Pizza Pro

142,700

140,100

1.9%

468

468

0.0%

$304,915

$299,359

1.86%

25

18

42

28

Rosati's Pizza

138,700

129,300

7.3%

210

198

6.1%

$660,476

$653,030

1.14%

26

43

4

2

Bertucci's

137,000

166,000

-17.5%

58

79

-26.6%

$2,362,069

$2,101,266

12.41%

27

29

14

20

Ledo Pizza

122,100

118,450

3.1%

104

103

1.0%

$1,174,038

$1,150,000

2.09%

28

23

44

12

Villa Italian Kitchen

115,400

136,300

-15.3%

185

227

-18.5%

$623,784

$600,441

3.89%

29

17

48

37

Fox's Pizza Den

109,900

113,900

-3.5%

214

220

-2.7%

$513,551

$517,727

-0.81%

30

27

26

45

Mazzio's Italian Eatery

109,500

114,600

-4.5%

123

126

-2.4%

$890,244

$909,524

-2.12%

31

26

32

3

Pieology Pizzeria

109,000

104,600

4.2%

135

144

-6.3%

$807,407

$726,389

11.15%

32

30

23

1

Papa Gino's Pizzeria

98,500

124,900

-21.1%

100

149

-32.9%

$985,000

$838,255

17.51%

96,500

94,600

2.0%

43

43

0.0%

$2,244,186

$2,200,000

2.01% 4.55%

2019 U.S. SALES (X 1,000)

Grimaldi's Coal Brick-Oven

2018 U.S. SALES (X 1,000)

SALES CHANGE (%)

2019 U.S. UNITS

2018 U.S. UNITS

UNITS CHANGE (%)

UNITS CHANGE (%)

33

46

7

22

34

42

11

10

Shakey's Pizza Parlor

94,600

90,485

4.5%

60

60

0.0%

$1,576,667

$1,508,083

35

25

46

14

Pizza Inn

86,801

88,448

-1.9%

153

161

-5.0%

$567,327

$549,366

3.27%

36

36

15

44

Gatti's Pizza

82,500

86,400

-4.5%

73

75

-2.7%

$1,130,137

$1,152,000

-1.90%

37

32

34

21

Imo's Pizza

79,300

76,900

3.1%

99

98

1.0%

$801,010

$784,694

2.08%

38

28

40

11

Pizza Factory

72,500

71,000

2.1%

106

108

-1.9%

$683,962

$657,407

4.04%

39

40

17

31

Monical's Pizza

69,700

69,000

1.0%

63

63

0.0%

$1,106,349

$1,095,238

1.01%

40

48

9

17

Brixx Wood Fired Pizza

66,600

67,000

-0.6%

30

31

-3.2%

$2,220,000

$2,161,290

2.72%

41

31

43

16

Peter Piper Pizza

65,900

65,800

0.2%

100

103

-2.9%

$659,000

$638,835

3.16%

42

35

31

35

Famous Famiglia

60,400

63,100

-4.3%

74

77

-3.9%

$816,216

$819,481

-0.40%

43

34

35

30

Toppers Pizza

59,600

61,222

-2.6%

79

82

-3.7%

$754,430

$746,610

1.05%

44

44

20

19

Lou Malnati's

57,800

51,500

12.2%

56

51

9.8%

$1,032,143

$1,009,804

2.21%

45

50

2

36

Oregano's Pizza Bistro

56,800

54,600

4.0%

22

21

4.8%

$2,581,818

$2,600,000

-0.70%

46

41

27

48

Happy's Pizza

54,500

58,900

-7.5%

62

64

-3.1%

$879,032

$920,313

-4.49%

47

47

12

13

PizzaRev

54,200

53,500

1.3%

40

41

-2.4%

$1,355,000

$1,304,878

3.84%

48

45

22

39

Me-N-Ed's Pizzeria

53,000

55,500

-4.5%

52

54

-3.7%

$1,019,231

$1,027,778

-0.83%

49

33

47

41

Giovanni's Pizza Power

52,600

55,000

-4.4%

95

98

-3.1%

$553,684

$561,224

-1.34%

50

49

6

9

Dion's Pizza

52,200

49,900

4.6%

23

23

0.0%

$2,269,565

$2,169,565

4.61%

Pizzeria

SOURCE: TECHNOMIC

Dec2019 book.indb 29

BASED ON 2018 SALES

11/18/19 4:43 PM

UNITED STATES PIZZA SALES $46.34 Billion

Get Inspired

Independent and small chains | $18.5 Billion All chains (10+ units) | $27.8 Billion

40% 60%

Year ending | September 2019 Source | CHD Expert

by Galbani® Fresh Mozzarella Center stage in a classic Caprese.

Perfectly placed on a Neapolitan pizza. Or sliced thinly atop a beautiful bruschetta. The possibilities are delicious with Galbani Fresh Mozzarella. Made in the fior di latte tradition, our rBST-free* Fresh Mozzarella has a clean, milky flavor and a soft, stretchy texture.

Available in pearls, ciliegine, bocconcini, ovolini, medallions, and logs—so there are endless ways to bring Ispirazione Italiana to everything on your menu. * No significant difference has been shown between milk derived from cows treated with artificial growth hormone and those not treated with growth hormone.

©2017 Lactalis American Group, Inc., Buffalo, NY 14220.

Galbani is a ® of Egidio Galbani S.r.l. All Rights Reserved.

Dec2019 book.indb 30

delivery brands with so-called “cloud kitchens” (kitchens shared by multiple restaurants) will cater to customers’ demand for speed and convenience, and “the restaurant of the future will be smaller in size…[with] more automated kitchen equipment” and revised layouts.

That’s the long-term picture in a nutshell. In the short term, the NRA earlier this year projected a record-high $863 billion in U.S. sales for 2019, an increase of 3.6% over 2018. In fact, 51% of all consumer spending on food in the United States goes to restaurants, and about 90% of consumers say they like to spend money in restaurants. To get them to spend more, the NRA predicted operators will allocate more of their resources toward technology, particularly customerfacing technology like—you guessed it—digital ordering, both online and via apps, and delivery management.

Worldwide, Euromonitor forecast $150.3 billion in total pizza commerce in 2019 (including takeaway/delivery, full-service and fast-food outlets) and predicted growth to continue over the next four years. Globally, Euromonitor estimates the largest annual growth rate through 2023 will be seen in Eastern Europe (23.54%) and the Asia Pacific region (23.41%), while Western Europe and North America will see much lower rates of growth at 6.45% and 9.01% respectively.

The worldwide pizza market is projected to hit $233.26 billion by 2023, according to ResearchandMarkets.com’s “Global Pizza Market Report: Insights, Trends and Forecasts (2019-2023).” That report attributes the growth to several factors, including growing urban and youth populations, rising disposable income and more entrepreneurs joining the ranks of pizza franchisees. Online ordering is also surging worldwide, along with the use of social media advertising.

AUTHENTICITY IN THE DIGITAL ERA

Restaurateurs in the United States are certainly feeling the impact of digital marketing and sales technologies. According to a June 2019 report by The NPD Group, restaurant digital orders—via mobile app, the internet or text—have grown by 23% over the past four years and now account for 3.1 billion visits and $26.8 billion in sales. Mobile apps represent 60% of all digital orders, and NPD forecasts that digital orders will keep growing by double digits through 2020 in all service modes, including delivery, on-premise and carryout. Importantly, a 2018 study by Valassis Local Solutions found that 42% of customers said the ability to place an order online would make them choose one restaurant over another.

30 PMQ PIZZA MAGAZINE | THE WORLD’S AUTHORITY ON PIZZA

11/18/19 4:43 PM

Find your Ispirazione Italiana

What's our Italian Inspiration?It’s combining Old World

tradition with modern creativity to craft everyone’s perfect pie. At Metro Pizza, we treat each pizza like an edible canvas. And we bring our customers’ visions to life using our skills as pizza makers and choosing authentic ingredients like Galbani® Fresh Mozzarella. Whether it’s our unique Stella Pizza or your own masterpiece—when it’s topped with Galbani cheese, it’s a work of art.

—JOHN ARENA (CO-FOUNDER) & CHRIS DECKER (CHEF/PARTNER), METRO PIZZA

Find more Italian Inspiration and John & Chris’s videos at GalbaniPro.com.

©2018 Lactalis American Group, Inc., Buffalo, NY 14220. Galbani is a ® of Egidio Galbani S.r.l. All Rights Reserved.

Dec2019 book.indb 31

11/18/19 4:43 PM

&pizza's oblong pizza are a key differentiation point, but the chain's Pizza Plug hotline is truly unique. &PIZZA

The problem with digital ordering, some believe, is that it moves us one step closer to dehumanization, a potential pitfall in an era in which many consumers place a premium on authenticity even while wanting to place their orders quickly and efficiently. Washington, D.C.-based &pizza, a small but growing fast-casual chain, has a remedy for that—and it’s relatively low-tech. Founder Michael Lastoria last year introduced the Pizza Plug, a text-based hotline for customers who want to “talk” to a real person without, you know, having to talk to anyone. Patrons can text the Pizza Plug number and get real-time responses to their most burning questions, complaints or concerns from a live &pizza employee.

“Text is not a new technology, but it’s still the fastest, easiest, lowest-barrier communications platform between individuals,” says Vanessa Rodriguez, head of brand for &pizza. “It’s how we all communicate with our peers, and we wanted to be able to talk to our guests in that same way—not to use text as a mass-marketing tool but as a way to build that one-to-one connection with them.”

The chain’s Digital Shop is staffed with several &pizza employees (or “tribe members,” as the company calls them) with strong customer service skills. They answer questions via text from 11 a.m. to 11 p.m. seven days a week. “We treat it just like we would any of our shops,” Rodriguez explains. “It has its own P&L, a shop leader and shift managers to staff up as needed based on historical data so that we can ensure total optimization. We pull from the same pool of tribe members

who work out of our brick-and-mortar shops so they really understand our guests and know how to drive a really great experience, whether it’s in person or via text.”

Meanwhile, &pizza employees can even text Lastoria himself directly when they’ve got a problem or a suggestion for improving business. But surely Lastoria, whose company operates nearly 40 locations in D.C. and six states, doesn’t answer each text personally? “He actually does, and he loves it!”

Rodriguez says. “It’s as powerful for the tribe to be able to reach the CEO as it is for the CEO to get that direct feedback from the tribe. It’s a key component to living our values of transparency and really ‘walking the walk’ when it comes to text.”

GENERATION Z: A “SEISMIC FORCE”

The Pizza Plug hotline sounds tailormade for younger consumers, and it could—and probably should—serve as a model for other restaurant companies looking to burnish their hipness factor and youth appeal. And that will be crucial in 2020, because if you thought millennials were the most digitally connected generation in history, you ain’t seen nothing yet. There’s a new kid in town—actually, tens of millions of new kids, known collectively as Generation Z. And they were born connected. These digital natives, brought into mortal existence starting in 1997 through around 2014, never knew a world without the internet, smartphones, texting and Netflix. They’re also socially conscious, careful with their money (most of them remember their parents’ struggles

32 PMQ PIZZA MAGAZINE | THE WORLD’S AUTHORITY ON PIZZA

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11/18/19 4:43 PM

Dec2019 book.indb 33

11/18/19 4:43 PM

B Y

S T O R E S

P E R

C A P I TA

Source | CHD Expert

ABOVE AVERAGE

TOP PIZZERIA STATES

STORES

Connecticut

1,302

3,567,871

3.65

Pennsylvania

4,633

12,813,969

3.62

379

1,056,738

3.59

New Jersey

3,161

8,922,547

3.54

Iowa

1,091

3,167,997

3.44

329

975,033

3.37

Rhode Island

Delaware Massachusetts New Hampshire Ohio

3,740

11,718,568

3.19

1,791,951

3.12 2.93

Indiana

1,941

6,718,616

2.89

248

892,631

2.78

2,718

10,020,472

2.71

206

760,900

2.71

165

627,180

2.63

3,264

12,700,381

2.57

Kansas

742

2,910,931

2.55

Montana

273

1,074,532

2.54

Vermont Illinois

AVERAGE

3.33

19,491,339

North Dakota

339

1,342,097

2.53

Missouri

1,522

6,147,861

2.48

Kentucky

1,086

4,484,047

2.42

Wyoming

138

572,381

2.41

Maine

Arkansas

718

3,026,412

2.37

Nebraska

456

1,940,919

2.35

Maryland

1,413

6,062,917

2.33

Minnesota

1,314

5,655,925

2.32

895

3,948,950

2.27

1,928

8,571,946

2.25

401

1,790,182

2.24

Florida

4,838

21,646,155

2.24

Nevada

681

3,087,025

2.21

1,266

5,832,661

2.17

153

711,571

2.15

North Carolina

2,235

10,497,741

2.13

Tennessee

1,441

6,833,793

2.11

878

4,245,901

2.07

Oklahoma Virginia Idaho

Wisconsin Washington, D.C.

BELOW AVERAGE

3.33

1,363,852

559

Michigan

Dec2019 book.indb 34

6,939,373

454

5,719

South Dakota

34 PMQ PIZZA MAGAZINE | THE WORLD’S AUTHORITY ON PIZZA

2,312

New York

West Virginia

during the Great Recession) and serious about sustainability and clean foods.

Fortunately, they love to dine out, too. According to The NPD Group, Gen Z consumers made 11 billion restaurant visits in the year that ended July 2019. That accounts for 24% of all foodservice traffic, NPD Group notes. “Although we’re just getting a peek at what Gen Z will bring to our culture, economy and society, this generation will be a seismic force as they emerge into adulthood under more prosperous economic circumstances, yet with their own differentiating set of values,” NPD Group food industry advisor David Portalatin said in a press release earlier this year.

According to Forbes, Gen Z’s spending power is presently estimated at between $29 billion and $143 billion, but it will increase as they get older. That makes Gen Z a veritable motherlode for restaurant marketers who can figure out how to connect with them. So what’s the secret to that? “To attract a Gen Zer, you need to think like one and ask yourself, what social networks do they feel most comfortable using?” says Andreea Dobrila, an online marketing expert for GloriaFood. “In our case, the answer is pretty simple: Gen Zers like Instagram and Snapchat. They enjoy consuming this type of visual, bite-sized content. It’s a key trait of their generation.”

As digital natives, Gen Z also puts a lot of trust in online reviews. According to a survey conducted by digital marketing company Square, 41% of these consumers said Google Reviews is their favorite source for online reviews. Not surprisingly, online ordering is “extremely important” to Gen Z, Dobrila notes, adding, “Some people were born with a silver spoon in their mouths, and Generation Z was born with a smartphone in their hands.

POPULATION

STORES PER 10,000 PEOPLE

STATE

Oregon South Carolina

1,052

5,147,111

2.04

Colorado

1,170

5,770,545

2.03

Alaska Arizona

147

735,720

2.00

1,344

7,275,070

1.85

593

3,221,610

1.84

California

7,281

39,747,267

1.83

Washington

1,382

7,666,343

1.80

Georgia

1,911

10,627,767

1.80

Utah

Mississippi Texas

535

2,987,895

1.79

5,200

29,087,070

1.79

New Mexico

367

2,096,034

1.75

Alabama

844

4,898,246

1.72

Louisiana

758

4,652,581

1.63

Hawaii

202

1,416,589

1.43

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The digital natives of Generation Z expect restaurant brands to reflect their values.

Here, Gen Zers Ana Miller, Mary Grace Noel and Ashley Sudduth dig into a cheese pie at Soulshine Pizza in Oxford, Mississippi.

As digital natives, Gen Z also puts a lot of trust in online reviews.

According to a survey conducted by digital marketing company Square, 41% of these consumers said Google Reviews is their favorite source for online reviews.

“Gen Zers are, above all else, ethical consumers—they are big on sustainability,” Dobrila says. “They’re keen on positively changing the world. And they don’t want their food choices to jeopardize it in any way. Considering their youth, they will be the ones to experience negative global changes, probably more than any other generation.”

Nick Salvagni, the national director of marketing for American Dining Creations, agrees. His company specializes in culinary, catering and corporate dining for colleges and universities, among other markets. “With easy access to information via the internet, this generation is more aware, both politically and environmentally, than ever before, resulting in a strong, values-driven population that understands the importance of sustainable, local and organic foods,” Salvagni says.

As a demographic of diners, Gen Z is a well-traveled and sophisticated bunch, Salvagni believes. If you want to appeal to their sense of authenticity, you’d better do it right, “because Gen Z, unlike previous generations, truly understands the taste, texture and experience of true authenticity,” he says. “For example, if they prefer to order a Neapolitan pizza over a deepdish or even a New York-style slice, they have an image of what

that Neapolitan pizza should be like, not just because of what they saw on TV or experienced from chain retailers. Instead, it’s likely that they’re expecting the equivalent of the pizza they experienced in Napoli, where they took the time to visit the most sought-after pizza maker.”

But Gen Z, while partial to pizza as well as chicken and burgers, doesn’t always want to sit down for a meal. Technomic reports that 23% of them would rather build a meal out of appetizers or snack foods. They are, in short, a “portable generation,” Salvagni says. “Many avoid being tied down or committed to one thing—we see this in Gen Z job trends and their lack of brand loyalty. They enjoy the ability to up and leave at a moment’s notice, so food that forces them into a standstill is often contrary to the inherently generational need for flexibility and variety. With full schedules and less free time, the food Gen Z reaches for has become a byproduct of their busy day, making snacking ideal. Some eat to live, some live to eat—Gen Z desires the best of both!”

MEET THE NEW “MEATS”

Many customers will also want the best of both meat and vegetarian/vegan menu options in 2020, and marketers have a name for them: flexitarians. Although largely plant-based, the flexitarian diet is for those diners who want to be “more vegetarian” without giving up meat. A flexitarian might eat meatless meals—including plant-based meat alternatives— periodically throughout the week but still keeps bacon in the fridge and doesn’t feel guilty for ordering a pepperoni pizza when the craving strikes.

Only about 5% of American adults identify as vegetarians, while 3% say they’re vegan, according to a 2019 Gallup poll. But the number of flexitarians is on the rise. The NPD Group has

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Little Caesars jumped onto the plant-based meats bandwagon this year with the Impossible Supreme pizza.

LITTLE CAESARS

estimated that about ¼ of Americans eat and drink plant-based foods along with animal proteins regularly. Many say they want to add protein to their diets, but some also express concerns about animal welfare and perceive plant-based protein as a “clean-meat” alternative that’s better for the environment.

Consequently, many leading chains have responded with more plant-based menu items. A recent example: Bostonbased UNO Pizzeria & Grill, which unveiled its “Love All, Feed All” menu in October. The supplemental menu highlights vegetarian or vegan-friendly options—some of which already existed, some new—along with items for gluten-sensitive,

dairy-free, calorie-counting and carb-conscious diets. Jim Ilaria, UNO’s president and CEO, says it’s “truly a gamechanger for us, our first major overhaul in decades, and it’s an acknowledgement on our part that consumers these days are eating in different and more conscious ways.”

The new menu, which was inspired by a phone call between Ilaria and David Byer of People for the Ethical Treatment of Animals (PETA), includes the option to make any pizza vegan with the use of Daiya cheese. But the big news was the rollout of UNO’s Classic Beyond Burger, made with plant-based Beyond Meat. “The skyrocketing popularity of plant-based

DECEMBER 2019 | PMQ.COM

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Fast-casual chain Pieology developed its own plant-based protein toppings that mimic the flavors of sausage, beef and chicken.

PIEOLOGY

proteins like Beyond Meat tells us this is only the beginning,” Ilaria says. “The food industry is evolving quickly, and we need to keep up with the changing and growing needs and demands of consumers.”

In fact, Beyond Meat and its rival, Impossible Foods, have been making news all year. Little Caesars introduced its Impossible Supreme pizza, topped with plant-based sausage from Impossible Foods, in three test markets earlier this year. The product was custom-seasoned for Little Caesars and crafted with the texture of traditional pizza sausage, the company said. “This is likely just the beginning of plant-based menu items from Little Caesars,” David Scrivano, the chain’s president and CEO, said at the time.

Meanwhile, Pizza Hut is trying out its own plant-based sausage from MorningStar Farms. The country’s No. 2 chain began testing its Garden Specialty Pizza, featuring Incogmeato Italian sausage, in Phoenix this fall. But fast-casual chain Pieology has gone further than most, rolling out three plantbased protein toppings that mimic the flavor and texture of Italian sausage, beef meatballs and diced chicken. “We’re looking to continue to be an innovator and appeal to untapped verticals,” Chad Bailey, Pieology’s vice president of marketing, says.

Pieology developed its own plant-based meat analogs— which cost an additional $1 per ounce—rather than partnering with one of the leading brands. Bailey notes that plant-based

THE MILLION $ CLUB AVE R AG E

U N IT

SALES

OVE R

$1M

P E R

STO R E

Chain Name A.S.P.U. 2018 California Pizza Kitchen.................................................. $3,119,512 Oregano's Pizza Bistro.................................................... $2,581,818 LaRosa's Pizzeria............................................................. $2,480,031 Bertucci's......................................................................... $2,362,069 Anthony's Coal Fired Pizza.............................................. $2,310,448 Dion's Pizza...................................................................... $2,269,565 Grimaldi's Coal Brick-Oven Pizzeria............................... $2,244,186 Mellow Mushroom............................................................ $2,227,749 Brixx Wood Fired Pizza.................................................... $2,220,000 Giordano's........................................................................ $2,092,958 Shakey's Pizza Parlor...................................................... $1,576,667 PizzaRev........................................................................... $1,355,000 Pizza Ranch..................................................................... $1,207,531 Ledo Pizza........................................................................ $1,174,038 Gatti's Pizza..................................................................... $1,130,137 Domino's.......................................................................... $1,121,784 Monical's Pizza................................................................ $1,106,349 Blaze Pizza....................................................................... $1,103,345 Donatos Pizza.................................................................. $1,038,235 Lou Malnati's.................................................................... $1,032,143 Round Table Pizza............................................................ $1,021,077 Me-N-Ed's Pizzeria.......................................................... $1,019,231

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Third-party delivery companies like Uber Eats are transforming the pizza delivery model.

UBER EATS

DOORDASH

meats have improved over the years. “Even a few years ago, a ‘veggie burger’ was the most common denominator for a lot of vegan and vegetarian guests,” he says. “Bland flavor, odd texture and a general lack of visual appeal were common in the space. Today, there’s a growing segment of high-quality, all-vegetable products that offer the opposite, with bold flavors, great visual appeal and a texture that would make even the most loyal meat-eaters do a double-take.”

So what do Pieology’s customers think about the new options? “They love it!” Bailey says. “We’ve received a lot of feedback around how unique our offerings are and how well they simulate their meat counterparts. Even today, only a small amount of plant protein offerings have that high-quality experience, with a bite and chew that’s similar to traditional meat.

We’re proud to showcase what we have, as we believe it’s heads and tails above any competitor in the space today.”

Ilaria says UNO’s new vegetarian- and vegan-friendly menu has gotten a similarly enthusiastic response from customers.

“Even our own team members around the country are excited to be offering a more inclusive menu to those who dine with us,”

he says. “We’re committed to keeping up with the desires of our customers and to continue experimenting with innovative ways to incorporate plant-based proteins into new menu items.”

THE THIRD-PARTY EFFECT

Pieology, like &pizza, is one of those innovative fast-casual pizza chains that have made life a little too interesting for independents as of late. Once focused primarily on taking over your lunch business, some of these companies have moved into delivery in a big way, adding large 14” pies to appeal to families and large groups. In September, Seattle-based MOD Pizza, which boasts more than 450 stores in 28 states and the United Kingdom, announced an exclusive delivery partnership with third-party giant DoorDash. MOD followed its closest rival, Blaze Pizza, which signed a deal with Postmates, another third-party leader, in 2018. Blaze expanded its delivery offering to include DoorDash earlier this year.

Backed by celebrity investor LeBron James of NBA fame, Blaze was recognized

by Technomic in 2017 as the fastest-growing restaurant chain in history. Although it trails MOD Pizza in total number of stores, Blaze

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L E S S

T H A N

1 0

U N I T S

INDEPENDENT PIZZERIAS CHAIN STORES VS

M O R E

T H A N

1 0

U N I T S

TOTAL U.S. SALES

$4 6,337,9 6 9,3 9 0.42

INDEPENDENTS

$18.531,6 53,875.9 9

CHAINS

$27,8 0 6,315,514.43

AVERAGE U.S. SALES PER STORE

$5 9 6,18 6.11

INDEPENDENTS

$44 5,761.77

CHAINS

$76 9,171.41

U.S. TOTAL STORE LOCATIONS

77,724

INDEPENDENTS

41,573

CHAINS

3 6,151

YEAR-TO-YEAR SALES GROWTH

1.32%

INDEPENDENTS

-1.33%

CHAINS

3.17%

YEAR-TO-YEAR UNIT GROWTH

0.9 5%

INDEPENDENTS

-1.0 8%

CHAINS

3.3 6%

YEAR-TO-YEAR UNIT SALES

0.37%

INDEPENDENTS

-0.25%

CHAINS

-0.19% Source | CHD Expert

Independent limited-service pizza is up .7% Independent full-service is down 3.5% DECEMBER 2019 | PMQ.COM

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IT’S NOT ALWAYS ABOUT PROFITS

There’s nothing wrong with turning a profit, but a growing number of independent and chain pizzeria operators are just as concerned with addressing social issues. Perhaps the best known is MOD Pizza, a mission-driven company that also happens to be the fastest-growing restaurant chain in the U.S. MOD Pizza’s impact-hiring policy emphasizes inclusivity, providing jobs for people who have struggled with physical or developmental disabilities, mental illness, homelessness, substance addiction and incarceration. MOD’s loyalty rewards program even lets customers donate their reward points to Generosity Feeds, a nonprofit that provides meals to children who face food insecurity.

Social entrepreneur Tiffany Fixter, shown here with longtime employee Tony, is a former special education teacher who founded Pizzability to provide job opportunities for people with disabilities.

Smiling With Hope Pizzeria, a single-unit independent in Reno, Nevada, has made headlines both for its good deeds—providing jobs and training for people with developmental disabilities—and its equally good pizza. Owned by Walter and Judy Gloshinski, Smiling With Hope in October topped a Business Insider list of the best-reviewed U.S. pizzerias according to Yelp. Meanwhile, Denver-based Pizzability, which also employs the disabled, has garnered glowing coverage from national and international news outlets, including the BBC and Canada’s CTV. And Mozzeria, a San Francisco independent that exclusively employs deaf people, received millions from a social venture fund to expand to Washington, D.C. These success stories point to a bright future for purpose-driven pizza businesses.

has positioned itself as the small but scrappy David to Goliathsized Domino’s, with third-party delivery as the deadly rock in its slingshot. “We are ready to take on Domino’s, yes,” Blaze co-founder Rick Wetzel told Yahoo Finance earlier this year. In a separate interview with Restaurant Business, Wetzel said, “We built our network with DoorDash and Postmates nationwide.

We’ve really beefed up for it. We’re leaning in hard.” He added, “I think third-party delivery is gonna take down the legacy pizza players—I really do.”

But many independents worry these fast-growing third-party giants could take them down as well. Although third-party delivery companies open up new opportunities for pizzerias that never offered delivery before, they carve out a big chunk of every ticket—up to 30%—for themselves. And restaurant operators have accused some third-party providers, such as Grubhub, of shady business tactics. The New York Post reported in June that Grubhub and its subsidiaries, Seamless and Menupages, had purchased more than 34,000 domain names that were similar to those owned by existing restaurants, often changing a dot-com to a dot-net. The copycat sites even use the restaurants’ logos while pointing customers to Grubhub or Seamless to place their orders. The sites also display the restaurants’ full menus, but prices listed are sometimes higher than those on the restaurants’ own sites, the Post said.

Grubhub told the Post that it purchased the copycat domain names “as a service” to the restaurants. The company also said it had put an end to the practice—often termed “cybersquatting”—by the time the Post story ran. “It has always

been our practice to transfer the domain to the restaurant as soon as they request it,” Grubhub told the Post.

The Post also reported Grubhub was charging restaurateurs for customer calls that didn’t actually result in orders. For example, Enoteca, an Italian restaurant in Brooklyn, New York, complained that it was charged $9.07 for a call from a customer who asked if they offered gluten-free pasta. In December 2018, Munish Narula, owner of an Indian restaurant in Philadelphia, filed a class action lawsuit seeking $5 million in damages for what he said was “at least seven years” of phantom orders spread out across Grubhub’s network of 115,000 restaurant partners.

Rick Drury, owner of Precinct Pizza in Tampa, Florida, has experimented with many of the leading national third-party companies. Pizzerias that use them, he has pointed out, don’t have to worry about hiring, training and insuring drivers and can save money on advertising, since third-party companies do that for you. But operators also risk losing that personal connection with their customers and have no control over their product once it leaves the store.

Third-party aggregators are a topic of raging controversy on PMQ’s Think Tank, with many pizzeria owners lamenting that the fees cut too deeply into their profit margin. In one thread, Joe Irick, owner of Station 34 Pizza Pub in Mt. Prospect, Illinois, urged his pizza industry colleagues to carefully integrate third-party delivery into their overall sales plan. “My advice is to not rely solely on their business, but to use them to add sales to your day, especially during the slower times,” Irick

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The next big consumer demographic, Generation Z, has never known a world without smartphones.

posted. “If you…can get another 10 to 20 orders a day using the same amount of labor that’s already on-site, you can profit from these third-party services.”

HOW TO COMPETE IN 2020

Our industry’s ongoing transformation is the proverbial opportunity disguised as a problem. The pizza business is rooted in long-cherished traditions, but technological progress often shoves tradition aside in its inexorable forward march.

Fortunately, pizzeria owners have been adapting to change for decades, as younger generations step up to take over family businesses and adopt the marketing tools shunned by their parents and grandparents. At the beginning of this century, pizzeria websites were barely even a thing, and Facebook was just a glint in Mark Zuckerberg’s eye. Twenty years later, digital restaurant marketing is a field unto itself.

To fully seize the opportunity, you’ll have to be open to change and prepared to get proactive. Here are some tips to keep in mind: Keep it clean. “Clean” and “healthy” have become synonymous in many consumers’ minds. Work with your suppliers to source as many clean ingredients—organic, sustainable, local/regional, non-GMO and free of artificial flavors or colors—as you can. Promote your clean-label offerings on your printed menu, website and social media.

Add plant-based proteins. Just because your customers aren’t clamoring for them yet doesn’t mean they’re not interested.

Get ahead of the curve—and the local competition—on

this fast-growing trend. Start small by testing a limited-time specialty pie featuring plant-based sausage or chicken or try out a plant-based burger. Solicit feedback from your customers and move forward from there.

Experiment with delivery. If you don’t offer delivery, 2020 is probably the year to take the plunge, and third-party companies can help you get started. If you already offer it, you might find that supplementary third-party services can boost your sales and delivery reach. Worried about high commissions? Try to negotiate a better rate or work with a smaller local third-party company.

Develop portable options for younger customers. Add a graband-go section if space allows or create snacks-to-go for your menu. Shoot mouthwatering photos and short, snappy videos about these items and promote them to Gen Zers on your Instagram page.

Manage your online reputation. It doesn’t matter how you feel about online reviews—many customers trust them, especially younger ones. There are more and more digital tools and companies that can help you take better advantage of these review sites. If you can’t afford them, put the time in yourself or assign the job to a trusted manager. Online reviews are the new word-of-mouth, and they’ve got an increasingly wide reach.

Rick Hynum is PMQ’s editor in chief.

DECEMBER 2019 | PMQ.COM

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Thank you for being part of the largest and most influential business audience in the pizza restaurant industry.

October 2019 PMQ PIZZA

A TEAM MAGAZINE

PIZZA MA

| Volume

LD'S THE WOR

AUTHORI

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GAZINE

MQ.COM ZZA | P TY ON PI

THE WO RLD

V. | P I Z Z AT

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RITY O N PIZZ A

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| PMQ .CO

INE

M | P I Z Z AT

V. C O M

OCTOB ER 2019

ER 2019 NOVEMB

THE

PMQ PIZZA

23, Issue 9 PMQ PIZZA MAGAZINE | Volume

2019

NOVEMBER 2019

8

November

. C O M | P I Z Z AT V. C O M ITY ON PIZZA | PMQ THE WORLD'S AUTHOR

23, Issue

November 2019

PIZZA MAGAZINE

MAGAZINE | Volume 23, Issue 9

Focuse sports, d on kids and Michael E&D Pizza Androw’s Co. is league of its own.in a

PAGE

36

The Pizza Industry’s Business Monthly

SISTER BUFFALO

-STYLE PIZZA

Industry’s Business Monthly

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| PMQ.com

INSTAGRAM BRANDING 32

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Monthly | PMQ.com

Carrieri-Russo Vincenza and Margherita 3 8 AGE In a male-dominated industry, the rules for success. P of V&M Bistro are rewriting

NEAPOLITAN PIZZA 24

| PMQ.com

The Pizza Industry’s Business

SISTER ACT PASTA MANIA 62

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30 -Russo rita Carrieri HOT SAUCES and MargheA G E 3 8 Vincenza . P industry, rules44 for success minated the In a male-do are rewriting MOBILE CATERIN of V&M Bistro G 52 62

INSTAGRAM N PIZZA 24

NEAPOLITA

AUDIENCE PROFILE:

BRANDING

PASTA MANIA

32 11:31 AM 10/11/19 9/13/19 8:42 AM

10/11/19 11:31 AM Nov2019cover.indd 1 .indd 1

Nov2019cover

Direct Subscribers

41,611 per issue

Pass-along Readers*

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PMQ.com Viewers

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per month

per week

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PMQ IS Print Proud AND Digital Smart

PMQ built the industry’s largest pizza business media by being print proud AND digital smart.

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Position/Title Owner/President: 84% Manager: 8% Marketing Manager: 3% Other: 5%

Company Affiliation Independent Owner: 78% Franchise Owner: 13% Chain Owner: 5% Supplier/Distributor: 2% Chef/Educator: 2% SOURCE: 2018 PIZZA CENSUS

*PASS-ALONG READERSHIP BASED ON PIZZA MEDIA SURVEY: MEDIAKIT.PMQ.COM

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MOST LOYAL DIGITAL AUDIENCE SOURCE: AMAZON’S ALEXA RANKINGS, NOV. 1, 2019

Page Views Per Visitor

Time On Site

Bounce Rate

Alexa Rank in US

PMQ Pizza Magazine 3.2 6:44 54.70% 41,325 Restaurant Hospitality 1.6 2:09 67.60% 72,578 Nation's Restaurant News 1.6 Pizza Today

2:18 63.20%

17,339

1.6 1:58 75.40% 127,691

LARGEST PIZZA MAGAZINE THROUGH SEPTEMBER 2019

Average Issue Page Count

2014 2015 2016 2017 2018 2019YTD

Pizza Today

103 104 97 102 90 81

PMQ Pizza Magazine

103 110 110 104 105 102

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SCREEN

TIME Review the benefits of upgrading to digital signage in-store— and how to make the medium work for you.

BY TRACY MORIN

From smartwatches to cell phones, it seems that all people do nowadays is gaze at screens—so why not claim your own slice of exposure via digital signage? After all, today’s informationoverloaded customers have come to expect an onslaught of dynamic graphics, and motionless signs may not be cutting through the clutter. “Standard signage simply does not have the same effect,” says Patricia Walterick, marketing director of New York City Signs and Awnings, based in New York. “Digital signage demands attention, and people better remember what was being promoted. Neuroscientists studying the effects of various marketing methods have concluded that our brains often turn off the information presented to us, because there’s so much of it. In a sea of static signs, a digital sign is the one that isn’t ignored by our brains, simply because it’s a moving image with lights that attract our eyes.”

DECEMBER 2019 | PMQ.COM

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Operators can choose to use TVs already in-house to show entertainment, such as music videos, alongside ads for specials or promotions.

CONTROL PLAY

WHY GO DIGITAL?

In addition to its attention-grabbing nature, digital signage offers multiple benefits to operators. Going digital requires an up-front investment, but operators can enjoy savings over the long haul, notes Wayne Rasor, director of digital and exterior technology for Fastsigns International in Carrollton, Texas.

“Owners will see savings in marketing and printing costs, as content can be updated in real time as inventory and demand change, whereas printed signage takes time to create,” Rasor says. “Additionally, remote and network management of content allows for brands with multiple locations to quickly and easily update signage with scheduled accuracy.”

deal of interaction time,” Easton explains. “Digital signage not only efficiently conveys information to customers, but also eliminates the need for a customer to hear, and an employee to deliver, what is often a time-consuming explanation of and instructions for ordering an item or special.” Hence, employees have more time to truly engage and provide higher customer satisfaction, thereby encouraging loyalty.

On the other hand, digital signs can also do their part to connect with customers. “Digital signage is another means of telling your brand story, informing customers of your culture and vibe,” says Adam Melrose, senior business development executive for Control Play in London, Ontario, Canada.

“In a sea of static signs, a digital sign is the one that isn’t ignored by our brains, simply because it’s a moving image with lights that attract our eyes.”

— PATRICIA WALTERICK, NEW YORK CITY SIGNS AND AWNINGS Then, of course, there’s the bottom-line boost, outlined by Darren Easton, vice president and creative director at Crofton, Maryland-based The Cyphers Agency. Indoor and outdoor digital signs can help encourage impulse buys; create habitual consumers by displaying daily or real-time specials; or capture new customers (or increase the purchasing frequency of current customers) by introducing or promoting new menu items. “This form of media simply saves customers a great

“Whether it’s an ad for a daily special, an event promotion, or sharing your social media pages, everything you display should have a strong sense of branding that people can immediately recognize. Having guests clearly remember your brand helps cement your venue as their go-to spot for a night out or a great meal—and these recurring visits make a huge impact on your bottom line.”

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“Digital signage not only efficiently conveys information to customers, but also eliminates the need for a customer to hear, and an employee to deliver, what is often a time-consuming explanation of and instructions for ordering an item or special.”

SIGN LANGUAGE

Putting digital signage in place is half the battle—now it’s time to make the most of your investment. Deeana Radley, business and technology writer for Technology Evaluation Centers in Montreal, lists some key features to keep in mind: • •

•

Content scheduling: Owners can schedule digital menus to change automatically (i.e., for lunch and dinner).

Multiscreen support: Video display walls are a great way to artistically attract the eyes of hungry diners. You can display screens in unusual shapes and use multimonitor controls to dynamically display ads.

Media library: Some signage software comes with a library of media images, which can save money on stock images or hiring photographers.

However, pizzerias that already handle their own photography will certainly have a leg up when it comes to digital signage. “The rule of thumb for print signage applies equally to digital: Quality content wins the day,” notes Mark Marth, president of New York-based Coloredge. “Working with the best digital sign distributor won’t matter if your images, text and design aren’t great—so it’s worth investing a little to make sure the content you’re displaying on your digital signage is attractive, eye-catching, clear and dynamic.” And, Marth recommends, digital signage is also great for engaging with your customers and collecting information. Whether

— DARREN EASTON, THE CYPHERS AGENCY you’re promoting your social feeds or setting up a touchscreen system that allows customers to register for rewards, use the medium to draw customers in and learn more about them.

Rasor agrees that the operator’s focus should be on creative content, using animation and motion to help break through the noise and attract customers’ attention—for example, to help promote higher-margin products. Meanwhile, Walterick suggests promoting upcoming events (think Super Bowl Sunday or local happenings around town) for days or weeks in advance using digital signs. “Use the sign to highlight the event and promote any specials you might be running for it,” Walterick says. “This allows people to have the image ingrained long before the event occurs, so they’ll remember that pizzaand-wing special on game day.”

TAKEAWAY TIPS

Darren Easton, vice president and creative director at The Cyphers Agency in Crofton, Maryland, has created digital campaigns for Mid-Atlantic chain Seasons Pizza and shares his four top tips for making the most of digital signage: 1. Change the information on your sign frequently, ideally every day. This protects against the sign fading into the landscape for frequent consumers and also delivers the message that your brand is active and energetic.

engaged with the campaign on your social media channels will expect to see campaign elements on your outdoor or in-store signage, while those who are not yet engaged can be driven to become members of your online community.

2. Make the messages or ads as “real-time” as possible. Keep content current—focusing on the daily special, lunchtime promo, holiday or season, new menu items, etc., and supporting it through real-time social media posts featuring high-quality images of the food items on your signage.

4. Tap social media. Use signage to encourage customers to use Facebook’s check-in or Instagram’s location-tagging features. For example, offer a discount or free item when they check in to your location. When they do so, it helps create a sense of “missing out” among their own followers. Your sign can also support ongoing or event-focused engagement on Twitter, whether through a branded hashtag (i.e., #EatSeasons), promotion- or item-specific hashtag (#BOGOSaladWednesdays), or a hashtag tied to a current event (#NationalPizzaDay).

3. Integrate your signs’ content with your campaigns. If you’re running an ongoing game-day special during football season, for example, customers who are already

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Use digital signage to promote ongoing events like football-season special deals so that customers will think of you on game day.

THE CYPHERS AGENCY

If your pizzeria already houses TVs, you can also integrate digital signage with in-house entertainment (for example, playing music videos), Melrose adds. “Ads for menu items and specials are probably the most common displays, but there’s a lot more you can promote, like sharing your social media info, letting people know how and why to follow you while they’re still in your venue,” he says. “For selling high-margin items, digital signage ads show people exactly what they’re paying for—a high-res image of delicious food is incredibly hard to ignore, and customers will gladly pay a little bit more to satisfy their cravings.”

Still attached to your “old-school” static signs? You needn’t ditch them completely, according to Marth. “When you completely rely on digital signage for everything, if you have tech or device issues, your signage is gone!” he notes. “Digital and print signage complement one another, so businesses should make good use of both. Digital signage can lend a vibrancy and interactivity that print signage alone can’t achieve.”

Tracy Morin is PMQ’s senior copy editor.

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DECEMBER 2019 | PMQ.COM

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WEIRD

Pie-encE Outside-the-box and out-of-this-world: We round up some of the country’s craziest pizzas from some of the most creative minds in the business.

BY TRACY MORIN

With customers’ ever more sophisticated palates and seen-it-all attitudes, standing out in the wild world of pizza is perhaps more difficult than ever.

But once a unique recipe takes hold, thanks to the viral nature of the internet, it has the power to change a pizzeria’s trajectory overnight. From ramen noodle crusts to mustard bases to vegan cheeses, innovation is now taking place at every level of the pie—and catapulting creators to local (and national) fame. Behold just some examples here from pizzeria masterminds coast to coast who are thinking outside the box and cashing in on their incredible creativity.

CALIFORNIA SUN

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TONY BALONEY’S

Atlantic City, Long Branch, Hoboken and Jersey City, NJ Wacky crust? Check. International inspiration? Check.

Collaboration with social media influencer? Check. The Devour Ramen Pizza brings authentic Japanese ingredients together atop a ramen noodle crust: shoyu broth, pickled soy boiled egg, rayu, shichimi togarashi, wagiri togarashi, nori flakes, toasted sesame seeds, mirin, spicy chili oil and scallions.

“I like to eat ramen, and a few of my friends from [Instagram page] Devour Power also love ramen,” explains Michael Hauke, founder and owner of Tony Boloney’s. “I went to the Japanese grocery store Matsua and went nuts. About 20-plus passes later,

bam!” Meanwhile, Hauke’s Taco Taco Taco Pizza is so tacoheavy, you have to say it thrice. Inspired by stoner kids who wandered into the pizzeria looking for tacos, it has three tacos per slice and a trio of stuffings in homemade tortillas: mezcalmarinated steak, chicken and brisket. It receives extra layers of flavor from Oaxacan cheese, chipotle mole, plus guacamole and a sour cream drizzle pooled in the middle. According to Tony Baloney’s menu, videos about the Taco Taco Taco pie have scored 100 million-plus views on YouTube and coverage on “about every media outlet known to mankind.”

JOE’S ROTISSERIA

Roselle Park and Asbury Park, NJ Is it a calzone? A side order? A pizza? Yes, yes and yes. For carb and cheese lovers who can’t quite decide, the Triple Threat combines a calzone, garlic knots and a pizza in one, leading to droolworthy reviews from outlets like NJ.com and Thrillist. “I love calzones, and I love garlic knots,” reports Joe’s Rotisseria chef and owner Joe Brignoni. “And I wanted to make a pizza that would stand out in the pizza industry to make a name for myself.”

Mission accomplished!

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CRYING EAGLE BREWING CO.

Lake Charles, LA This locally inspired pie was definitely born on the bayou, offering an explosion of Cajun flavors. The Big Easy starts with classic étouffée (crawfish in a flavorful tomato base), topped with two forms of local sausage—boudin and Crying Eagle’s own Louisiana Lager beer sausage (fresh pork mixed with Cajun seasonings and the brewery’s Louisiana Lager)—plus mozzarella and goat cheeses and a dash of red pepper flakes. “We wanted to create a dish that showcased all of our favorite Louisiana flavors, and we then thought, why not combine them into what we do best: pizza!” says Krickett Schmidt-Racca, marketing and special event manager at Crying Eagle. “This pie pairs perfectly with our Louisiana Lager, which is made using locally sourced rice from Farmers Rice Milling Company right down the street.”

CALIFORNIA SUN

Los Angeles, CA The Touchdown evokes the flavors of football get-togethers, all topped with a crumble of Nacho Cheese Doritos. “I wanted to create a food item where you can hold all of your favorites from a good football party in your hands—create a football party in your mouth, basically,” says chef Diana Gasparyan. “With one bite, you get the taste of our fluff y, soft pizza crust, a little heat from the grilled chicken tossed in our special housemade Buffalo sauce, creamy white cheese sauce, crunch from the cheesy Doritos, fresh celery and zesty ranch. I like to play around with ingredients and make sure each pizza I make reminds guests of a certain event, and I believe this pie was a total touchdown!”

California Sun also offers the Kale Caesar!, with onion cream, vegan mozzarella and Parmesan, Tuscan kale, Caesar dressing, capers, red onion, seitan cutlet chunks and garlic oil—the stuff that vegan dreams are made of. “I like to think of this pie as a ‘healthyish’ pizza—you get all the goodness of greens, lemony and creamy Caesar dressing, and seitan cutlets,” Gasparyan explains. “But the best part is that it’s all vegan! A lot of vegan guests say this is one of their favorites.”

DECEMBER 2019 | PMQ.COM

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LIONS & TIGERS & SQUARES

New York, NY Founded and owned by Francis Garcia and Sal Basille of the famed Artichoke Basille’s Pizza, Lions & Tigers & Squares offers a departure by focusing on Detroitstyle pies and unique combos like the Mustard Pie alongside more traditional faves. One of the pizzeria’s best-known offerings, this concept was conceived accidentally when an inebriated late-night customer asked for a mushroom pizza, but his slurring led staff to misunderstand and whip up a mustard pie instead. “The Mustard Pie brings together salty, spicy and tangy, all in one great-tasting pizza,” Garcia says. “It’s cooked much like a soufflé, in a square pizza pan, and then we spread on spicy brown mustard instead of marinara sauce. It’s topped with corned beef to add saltiness, sauerkraut for some zing and a punch of flavor, and cheddar cheese to bring it all together.”

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PIZZA BRAIN

Philadelphia, PA With a name like Pizza Brain, it’s safe to say the minds behind this hybrid museumpizzeria always wear their thinking caps. But the business is more than a must-see (and -taste) for pizza lovers; it prides itself on being a community-oriented “pizza shop with a conscience.” Hence, pairing up with a fellow fledgling business for mutual support seemed, well, a no-brainer. Result: the Frankford Taco, which tops a cheese slice with pizzaflavored ice cream. “The Frankford Taco is a collaboration with our shop neighbor, Little Baby’s Ice Cream,” says Rushawn Stanley, who handles social media and marketing for Pizza Brain. “With their pizza-flavored ice cream and our plain Jane pie, the contrasting elements of hot and cold provide an unforgettable, flavor-filled experience.”

Tracy Morin is PMQ’s senior copy editor.

DECEMBER 2019 | PMQ.COM

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THE

GOOD DOCTOR Whatever’s ailing your pizza crust, the Dough Doctor has the cure. We sat Tom Lehmann down for a photo session and picked his brain on common dough woes.

Tom “The Dough Doctor” Lehmann made a rare house call to PMQ recently. So, naturally, we badgered the pizza industry legend for a lot of free advice while he happy to share his tips on dough management with our readers. Some of the highlights follow.

DAVID FI SCHER

was here. Fortunately, he was, as always, gracious and

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1

PREVENTING BLOWN DOUGH.

Dough temperature is key to effective dough management.

Blown dough is always the result of poor dough management practices. The No. 1 mistake is the failure to cross-stack your dough boxes. Once you’ve made your dough balls and boxed them, the boxes should be cross-stacked and placed into the cooler within 20 minutes.

Cross-stacking allows air to flow freely through the boxes and around the dough balls, ensuring the balls cool down at a consistent rate. Failure to cross-stack your boxes creates an airtight seal, which traps and builds up heat in the dough boxes, allowing fermentation to continue for longer than desired. The balls may never cool off properly, or they may ferment for too long before cooling down, resulting in blown dough. Finished dough temperature is also important. Dough balls should cool to between 75° and 85°F before going into the cooler.

2

GET DOUGH BALLS INTO THE COOLER QUICKLY.

Take your dough straight from the mixer to the bench.

Immediately scale and ball your dough. Place the balls in your dough box and wipe them with a little bit of olive oil. Then cross-stack the dough boxes and place in the cooler for between 2 and 2.5 hours, depending on ball weight. Then you can lid them or downstack them and kiss them good night. They should be good for up to three days without blowing.

“Having an emergency dough plan is like an insurance policy. You pray to God that you never need to use it, but when you need it, you’re really glad to have it.”

— TOM LEHMANN, THE DOUGH DOCTOR

3

HAVE AN EMERGENCY DOUGH PLAN.

Having an emergency dough plan is like an insurance policy.

You pray to God that you never need to use it, but when you need it, you’re really glad to have it. Always have an emergency dough formula and procedure written down and secured in the manager’s office.

To develop your emergency dough, you want to target a finished dough temperature of 90°F. Adjust your yeast levels—most people would roughly double it. If you use sugar, cut the amount of sugar in half. Mix the dough for the regular amount of time, then continue mixing for two additional minutes. Ball the dough immediately—do not put it into the retarder. Lightly oil the dough balls and stack them somewhere out of the way. They should be used within an hour and a half, no more than two hours. Be prepared to mix multiple batches until you can figure out a way to get more dough brought in.

DANNY KLIMETZ

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4

OPENING DOUGH INTO SKINS.

After cold-fermenting, your dough will come out of the cooler at roughly 36° to 38°F. They’re not going to open up easily or very well right away. If you open them up by machine, they’ll tear. If you open them up by hand, they will be extremely difficult to work with and will fight you all the way. You need to allow the dough to warm up sufficiently so the balls become malleable enough to open without snapping back. The dough’s internal temperature should be at a minimum of 50°F and a maximum of 60°F. As you’re treading closer to that 60° range, however, you are eroding the length of time before the dough ball has to be used!

5

TIPS FOR A PAR-BAKED CRUST.

You don’t have to make any changes to your dough formula itself for a par-baked crust. Baking is a different matter. You’d typically bake a pizza at 500° or higher, depending on the type of pizza. But when par-baking a pizza, a much better baking temperature is 400°F or a maximum of 425°F. If the temperature gets too high, the water starts to vaporize too rapidly, and you’ll cross that line between pizza and pita. Keep in mind that your dough wants to turn into a pita every single time, but there’s a simple way to prevent that for a par-baked crust. Pre-sauce the crust with about half of your allotted sauce and then par-bake it at 400°F. This will eliminate pocketing almost entirely. After it’s baked, add the other half of the sauce to your crust, and you’re good to go.

A planetary mixer is very, very effective and versatile, especially if it has a pelican head attachment. But there’s a movement in the pizza industry toward spiral mixers.

I like spiral mixers because they’re nearly bulletproof—highly durable, maintenance-free and trouble-free. With a planetary mixer, the agitator drives through the dough, which takes a huge amount of power and torque. The spiral mixer uses what looks like a corkscrew to twist and turn the dough, requiring a lot less energy and making spiral mixers more durable. A spiral mixer also offers a much larger dough capacity. If you’re working with dough based on 50 pounds of flour—about 85 pounds of dough—a planetary mixer will struggle with that load. It’s no problem for a spiral mixer. Also, with a spiral mixer, the dough isn’t rubbed against the side of the bowl as much, meaning less friction and less heat during the mixing cycle.

Your mixing time with a spiral mixer probably won’t change, but you might need to add another minute to the total time.

You’ll also want to check your finished dough temperature. You may discover that you need to drop your water temperature by 5°F (to no lower than 70°F).

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DANNY KLIM ETZ

6

CONSIDER A SPIRAL MIXER.

11/18/19 4:44 PM

How to Build Your

DREAM TEAM As labor costs soar and competition tightens, a veteran restaurateur shares 5 tips for retaining your best employees. BY MICHAEL ANDROW “Good help is hard to find.” We’ve all heard that saying for as long as we can remember.

Yet through all of the years and generations it remains true. Changing times and technological advancements have transformed the ways we go about finding staff, but one thing has not changed: the need to retain your best employees.

Today’s workplace presents a myriad of challenges that employers never encountered even a decade ago. Labor costs are skyrocketing due to drastic increases in minimum wages. Competition for topnotch staff is at an all-time high. Social media presents a “grass is greener over here” scenario to your staff. And whatever the reason may be, there is an undeniable difference between the millennial work ethic and that of previous generations. So when we finally find great staff members, how do we retain them over the long term?

If every restaurateur in your market is a “good guy to work for,” what sets you apart? You don’t want those great staff members leaving you to go work down the street. It’s imperative to do everything in your power to keep them eternally satisfied so they never develop a wandering eye. Let’s examine a few ways in which you can stand out from the crowd of employers.

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If your top employees keep quitting your restaurant for other jobs, the problem might be you, not them, says Michael Androw, owner of E&D Pizza Company in Avon, Connecticut.

1

SHOW THEM THE MONEY.

Are you the stingy Uncle Scrooge who wants to get away with paying everyone minimum wage? If so, don’t be surprised if your retention rates are low. You get what you pay for! Pay your skilled and conscientious employees an appropriate, decent wage, and they are less likely to look elsewhere for more money. Take into consideration the stress and hassle of seeking and finding a good, reliable person to replace that staffer who left you for a better-paying job. When you finally find that person, isn’t it worth an extra dollar or two an hour to ensure they will remain happy with their compensation and stay with you?

2

MANAGE YOUR OWN EXPECTATIONS.

You built your business from the ground up. You put your own hard-earned money into it and worked countless hours to make it succeed. Truly great staff will treat your business as if it were their own, but they will never have the same level of dedication you have as the owner. Your expectations of staff members need to be realistic.

Browbeating them because they’re not exactly like you will defeat the goal of retention.

3

BE FLEXIBLE.

Like it or not, many staff members have more going on in their lives than just working at your restaurant.

School schedules, family responsibilities, and other obligations matter to them. Being considerate to their needs can go a long way. Consider creating set schedules so they can comfortably attend to their other commitments. If your employee never has to worry about getting coverage for that Tuesday dinner shift so she can make it to her Chemistry 101 class, she will appreciate you, as her employer, and her job a lot more—and will be less likely to look elsewhere for employment.

4

BUILD CAMARADERIE.

Don’t make staff members feel like worker drones— treat them as integral members of the team. Try making them lunch or dinner with a pizza or two. Consider providing staff uniform shirts. Even when they don’t work for you anymore, they will still break out that shirt from time to time. Also invite your vibrant young staff members to be included in your restaurant’s social media posts. It will liven up your feed, and they will feel like part of the team. Then they’ll be less likely to abandon “their” team, and you will also create a network of brand ambassadors.

5

SHOW SOME R-E-S-P-E-C-T.

That’s right, Aretha. This is a big one, yet it often gets overlooked. You might say you respect your staff, but do you show it? If you have the attitude of, “They work for me, and I give them a paycheck,” don’t be surprised if retention is low. We all go through those periods when we desperately need a good staff, and we’d kill to have one. But what about the good times? Do we truly appreciate our people then—when everything’s going smoothly and the money’s pouring in—and remember how much it stunk before they were there? Take a moment every day and thank your people individually. Look them in the eye. Shake their hand. Give them your heartfelt thanks and appreciation for their hard work. Everyone appreciates positive recognition and reaffirmation. Something as simple as this can make you that “good guy to work for.”

As we try to retain our best employees in a difficult labor market, we need to remember why people leave. They are not retiring. They are looking for better options. Make your pizzeria that greener pasture, and they won’t be motivated to look elsewhere. Retaining your best employees can be difficult, but in many cases, you are the problem, not the staff. Take the time.

Put forth the effort. Your people will appreciate you, and the bad times will be fewer and farther between.

Michael Androw is the owner of E&D Pizza Company in Avon, Connecticut, and a pizzeria industry consultant.

DECEMBER 2019 | PMQ.COM

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UBER EATS: DETROITSTYLE PIZZA, DELIVERING IN NEW YORK SPONSORED CONTENT

If you’ve ever been to New York City, you know the corner of 23rd Street and 8th Avenue is buzzing at almost any hour. That’s exactly where Francis Garcia, co-founder of the famous Artichoke Basille’s Pizza, planted his new concept: Lions & Tigers & Squares Detroit Pizza.

Open for business practically 24/7, the shop blasts Motown classics into the streets of the Big Apple at full volume—along with the unmistakable aroma of melted cheese. Wisconsin cheddar, that is.

But location wasn’t the only ingredient Garcia considered when opening Lions & Tigers & Squares Detroit Pizza. He had a hunch that his new obsession—dense, square-shaped pies—would be perfect for delivery, too. And he was right.

FROM SLICES TO SQUARES A rock star in the world of pizza, Garcia is no stranger to taking chances.

When he co-founded Artichoke Basille’s Pizza in 2008, he was counting on the appetite of New York’s late-night crowd. But after traveling the country for his Cooking Channel show, Pizza Masters, an unfamiliar take on pizza inspired his next big undertaking.

“I was always intrigued with Detroit,” he says. “They couldn’t get mozzarella out there, so they used what was readily available, and that was Wisconsin brick cheddar cheese. The product is delicious. The cheddar cheese...it sinks down to the bottom of the pan.”

SWEATING EVERY DETAIL BUT DELIVERY New Yorkers will say they already live in the world’s best pizza city. Introducing a new kind of slice was never going to be easy. That’s why Garcia decided to partner with Uber Eats—so he could focus on quality and hone his craft rather than manage his own delivery staff. He’s also looking to expand his Detroit-style pizza awareness to Uber Eats users in NYC. “A big pain in the neck for us as operators is delivery,” Garcia explains. “There’s a price on your stress. What’s that worth to you?”

Unlike a traditional pie, Detroit-style pizza keeps delivery simple—no ergonomic boxes or heat-resistant spacers necessary. For Garcia, that made partnering with Uber Eats a “no-brainer.”

It’s not just about increasing sales, he says, though that’s happening too. It’s about having an efficient, reliable delivery platform that allows him, and his staff, to perfect the pizza itself. “The only way we’re going to deliver here, so that we can focus on the product and service, is through a platform like Uber Eats.”

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MR. PEEL

Mr. Peel offers laminate boards for make-up, cutting and serving, with a shape and size for every need in a pizza, sandwich or restaurant operation. Mr. Peel offers flatbread, makeup, peel shape and bread boards. All boards are NSF-listed and can be easily washed. Custom orders are welcome, and Mr. Peel also offers thermal bags, smallwares, aluminum peels and more. 734-266-2022, MRPEEL.COM

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ZENPUT

With Zenput, top operators can elevate team execution in every store. Restaurant, retail and other multi-unit operators—such as Chipotle, Domino’s and 7-Eleven—use the platform to automate rollout and enforcement of operating procedures and key initiatives. Supporting 40,000 locations in more than 35 countries, Zenput makes every field and store employee more productive and better equipped to do their jobs well. ZENPUT.COM

INCREDIBLE BAGS

Incredible Bags has created a different kind of hot bag that dramatically keeps pizzas hotter during delivery. It features a combination of foam, a new type of poly batting, and a heat shield that reflects the heat back into the bag. At the same time, the bag’s exterior material allows moisture to escape while keeping the heat in. And this high-tech bag is available at a very competitive price! 763-544-9453, INCREDIBLEBAGS.COM

MOLINO DENTI

Molino Denti’s Infibra flours utilize all of what nature provides in wheat grain: vitamins, fiber, mineral salts and the ancient flavors of toasted wheat germ. They meet the growing needs of modern consumers in terms of well-being and great taste while preserving the original flavors of ancient home-made products. Infibra flours are 100% natural and designed for artisan and professional use. 908-627-1858, EUR1SOURCE@GMAIL.COM

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WE INTEGRATE WITH: HARBORTOUCH • DINERWARE • MICROS • CLOVER • ALOHA & MORE

72 PMQ PIZZA MAGAZINE | THE WORLD’S AUTHORITY ON PIZZA

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PIZZA INDUSTRY RESOURCE GUIDE

COMPUTER SYSTEMS: POINT OF SALE

DOUGH

DeIorio Foods

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

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The Original Dough Box Be Inspired. Be Creative. Be Original.

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MANY IMITATE. NONE CAN DUPLICATE • Fiberglass strength & durability outlast plastic trays • Secure stacking, won't bend or sag • 3 standard sizes with snap-on lids • Optional lids and dollies available

Breakfast Pizza with Nutella®

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

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THE PIZZA EXCHANGE FOOD DISTRIBUTORS

DOUGH TRAYS/PROOFING TRAYS • Dough Trays -Standard Standard && Artisan Artisan Sizes Sizes – extremely – extremely durable durable and and airtight. airtight.

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• Dough Tray Covers – engineered designed toto fit.fit.

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Traditional Pizza Flours, Whole Grain Flours, Pizza Crust Mixes, Private Label Packaging, Proprietary Blending, Custom Development For more information call 1-800-553-5687 or visit www.baystatemilling.com

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Heat your Restaurant with SUNPAK® Outdoor Patio Heaters

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pmq.com/Recipe-Bank/ 74 PMQ PIZZA MAGAZINE | THE WORLD’S AUTHORITY ON PIZZA

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PIZZA INDUSTRY RESOURCE GUIDE

MAGNETS

GLUTEN-FREE PRODUCTS

MACHINERY/EQUIPMENT

HOTEL ROOM KEY ADVERTISING 1-800-426-0323

www.northernpizza.com

HOTEL ROOM KEY ADVERTISING DIAL #600 from your room for In-Room SPEED DIAL Papa John’s ROOM DELIVERY to Your Business

PIZZAROOMKEYS.COM • 866-912-3539

Ovens Mixers Prep Tables Walk-ins Parts Smallwares

MAILING LISTS

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MANAGEMENT INSURANCE keep more of your hard earned dough!

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3 money saving programs:

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PRESTIGE FOODS .................... 314-567-3648 ................... MEATTRADER@MSN.COM Low Closeout Pricing! Call for this week’s special. For Deals That Go To Your Bottom Line.

DECEMBER 2019 | PMQ.COM

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THE PIZZA EXCHANGE

MIXERS

ON HOLD MARKETING/PHONE SERVICES

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

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MOISTURE-ABSORBENT TOPPINGS CONDITIONER/SUPPLIES

ONLINE DATA REPORTS

Euromonitor International

Your Strategic Partner for Company Growth Contact us at info-usa@euromonitor.com or visit www.euromonitor.com

76 PMQ PIZZA MAGAZINE | THE WORLD’S AUTHORITY ON PIZZA

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PIZZA INDUSTRY RESOURCE GUIDE

ONLINE DATA REPORTS

PIZZA BOXES

CUSTOMIZE YOUR PIZZA BOX SAVE $$$ on BOXES TAKE YOUR IMAGE TO THE NEXT LEVEL

Discover all the pizza trends in the Pizza Consumer Trend Report.

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7” to 36” Custom Boxes and Odd Sizes Available

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PIZZA BOX LINERS

888-402-6863

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POS Integration with: Dinerware

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Grow Your Business with the power of online ordering More Orders. Starting Now.

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PIZZA DELIVERY THERMAL BAGS

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PINEAPPLE

www.pizzatv.com DECEMBER 2019 | PMQ.COM

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THE PIZZA EXCHANGE PIZZA OVENS

PIZZA OVENS

Stone Deck, Pizza Dome, and Bakery

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

WOOD STONE CORPORATION........Stone Hearth & Specialty Commercial Cooking Equipment.................1801 W. Bakerview Rd.....................Bellingham, WA 98226 TOLL Free 800-988-8103Fax: 360-650-1166 ....................woodstone-corp.com PIZZA PEELS

CONTROL THE

BEAST marraforni.com

inquiries@marraforni.com

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PIZZA SUPPLIES

TRADITIONAL, FAST CASUAL, ARTISAN...

WE’VE GOT PIZZA COVERED VENTLESS IMPINGEMENT CONVEYORS, BATCH, AND ARTISAN BATCH OVENS 1-800-90TURBO | www.turbochef.com 78 PMQ PIZZA MAGAZINE | THE WORLD’S AUTHORITY ON PIZZA

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PIZZA INDUSTRY RESOURCE GUIDE PIZZA DELIVERY THERMAL BAGS

PIZZA SUPPLIES

• Pizza Preparation and Delivery Products •

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

SAUCE

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.

DECEMBER 2019 | PMQ.COM

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THE PIZZA EXCHANGE

SAUCE

PRINTING

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Home of the

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Annual Mailing Program

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Get the latest and greatest in pizza news, recipes, videos, marketing strategies and technologies at www.pmq.com!

Call 610-463-0508 or Visit themailshark.com/PMQ20 for FREE samples

80 PMQ PIZZA MAGAZINE | THE WORLD’S AUTHORITY ON PIZZA

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TABLECLOTHS

Updating your dining room is easy with our easy-care vinyl table covers … always made to your specs. Fabrics are also available by the roll.

You Top the Pizza, We’ll Top the Tables!

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372 colors and 65 mix-and-match patterns Covers are custom made within 2-3 weeks Available with velcro, umbrella holes or elastic for a perfect fit.

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View and order patterns online at Americo-Inc.com

Call 1-800-626-2350 FREE SWATCHES!

Dec2019 book.indb 81

*Save with code PMQ10 For 10% Off!

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601 East Barton | West Memphis, AR 72301

11/18/19 4:45 PM

PIZZA HALL OF FAME

(Clockwise from left) Ernie Ottuso, shown here in 1973, continued his father’s traditions at Louie & Ernie’s; John and Cosimo Tiso work the kitchen in the 1980s; the basement hangout attracts locals and tourists alike with its simple menu of pizza and calzones.

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

LOUIE & ERNIE’S PIZZA Third time was a charm for the founder of this Bronx basement hangout—and, 60 years later, two brothers who joined the team as teenagers keep the pared-down pizzeria hopping. By Tracy Morin In the 1950s, Patsy Ottuso tried his hand at pizzeria ownership in Harlem and Florida before returning to New York and opening up Louie & Ernie’s Pizza in the Bronx in 1959. Naming the pizzeria after his two sons, Patsy finally struck business success, then passed the reigns to Ernie, who himself eventually looked to sell after many grueling years in the business. “I started in 1978, at 13 years old, cleaning and prepping for a few bucks,” recalls John Tiso, current co-owner with brother Cosimo.

Six years later, his brother joined the biz, similarly starting at the entry level, and they jumped at the opportunity to buy, with financing help from their parents (at the time, John was only 20; Cosimo, 17). “We knew the business and ran with it,” John says.

But it wasn’t smooth sailing straightaway; some loyal regulars initially balked at the change of ownership, though the recipes and menu remained unchanged. “I never envisioned being a pizza man,” Cosimo admits. “The first three years were lean, but we believe in KISS: Keep it simple, stupid. We have limited products—only pizza and calzones—and don’t try to reinvent the wheel.”

Now with 60 years under its belt, Louie & Ernie’s enjoys a robust roster of neighborhood regulars and (thanks to plenty of media mentions and

online buzz) tourists from around the globe, halfway filling the visitorpinned world map posted in-house. The 1,200-square-foot basement spot, with inside seating for 44 and a seasonal patio, is a popular weekend hangout, attracting multigenerational fans with its homey feel. For the Tiso family, it is home—John’s daughter Victoria serves as manager, handling business and marketing, while the pair’s sister Luisa has pitched in since day one. Cosimo’s three daughters help out part-time, too, and Luisa’s son ended up opening his own successful pizzeria in Westchester, New York, creating something of a pizza dynasty through old-fashioned elbow grease. “This is a tough business, and you have to dedicate your life to it,” John says. “You can’t be at every family function, but at least I see my family every day here at work.”

“We show up every day; no one cares the way you care,” Cosimo agrees.

“The key is consistency. Not many hands touch the pizza here, just mine and Johnny’s; we’re very hands-on. This fell in my lap—from busboy to owning a top pizzeria 30 years later—but we’re blessed. It’s a real labor of love.”

Tracy Morin is PMQ’s senior copy editor.

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the

precision Fresh Mozzarella and more.

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Discover our distinctive difference; call 708-450-0074.

CaputoCheese.com Š2019. All rights reserved. Caputo.

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