PMQ Pizza Magazine January/February 2021

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

JANUARY/FEBRUARY 2021

MOD Pizza founders Scott and Ally Svenson are building a pizza empire that’s more about love than money.

PAGE 24

REMEMBERING TOM LEHMANN 12

TOUCH-FREE TOOLS 34

DIGITAL MARKETING 40

NEAPOLITAN Italian-Style Pizzeria Flour This new 00-type flour is the key to producing a light dough with dependable extensibility, the perfect rise and a soft thin crust — all without compromising old world quality or flavor.

For more information visit - www.graincraft.com/neapolitan.

MILLING WHEAT INTO FLOUR FOR MORE THAN 100 YEARS.

POWER® | NEAPOLITAN (NEW) | MONDAKO® www.graincraft.com • #iheartgluten • 855-809-9089

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

What’s your declaration of independence?

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

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

pizzamagazine.com

00

ONLINE @ PMQ

FIND US ONLINE

FEATURED STORY THIRD-PARTY PLATFORMS AGREE TO BEST PRACTICES FOR RESTAURANT DELIVERY As demand for food delivery remains high and restaurateurs wrestle with problems that arise from working with thirdparty platforms, the National Restaurant Association has developed a set of best practices aimed at guiding lawmakers in setting public policy. Titled “Public Policy Principles for Third-Party Delivery,” the proposal centers around transparency, consistency and structure and has been endorsed by DoorDash, Grubhub, Uber Eats and Postmates.

P M Q . C O M / TH I R D - P AR TY- B EST- P R AC TI C ES

ALSO ON PMQ.COM

THE PIZZERIA INDUSTRY PAYS TRIBUTE TO DETROITSTYLE PIZZA GURU SHAWN RANDAZZO When Shawn Randazzo, owner of Detroit Style Pizza Company in St. Clair Shores, Michigan, passed away in December from brain cancer, friends and admirers used social media to honor his contributions to the industry.

DOMINO’S GIVES BONUSES TO MORE THAN 11,500 HOURLY EMPLOYEES Domino’s invested more than $9.6 million in year-end bonuses to reward team members at company-owned stores for their hard work and dedication in a difficult year.

PMQ.COM/DOMINOS-BONUSES

PMQ.COM/SHAWN-RANDAZZO-TRIBUTES

12 TRENDS THAT WILL IMPACT THE RESTAURANT INDUSTRY IN 2021 Restaurant marketing strategy, esthetics and internal systems will evolve, and robotics will become commonplace in the next year, says consultant Doug Reifschneider of Chief Outsiders.

GRUBHUB: HAWAIIAN PIZZA’S POPULARITY SOARED DRAMATICALLY IN 2020 According to Grubhub’s “Year in Food” report, the popularity of Hawaiian pizza—typically featuring ham and pineapple— grew by 689% last year, making it “America’s Favorite Pizza.”

PMQ.COM/RESTAURANT-TRENDS-2021 PMQ.COM/HAWAIIAN-PIZZA-POPULARITY

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

IN THIS ISSUE

JANUARY/FEBRUARY FEATURES

ON COVTHE ER

24

The Mod Squad

Founded by Scott and Ally Svenson as a “crazy social experiment,” MOD Pizza has become one of the country’s fastest-growing restaurant chains in part by focusing on improving the lives of its employees and building better communities.

12

Remembering Tom “The Dough Doctor” Lehmann

40

The Digital Age—Digital & Social Media Marketing

32

34

The Vegan Vibe

46

The Memphis Connection

Hands-Off! Touch-Free Tools and Services

IN THIS ISSUE

A Publication of PMQ, Inc. 662-234-5481 Volume 25, Issue 1 January/February 2021 ISSN 1937-5263

JANUARY/FEBRUARY 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 ART DIRECTOR Eric Summers, eric@pmq.com ext. 134 SENIOR COPY EDITOR Tracy Morin, tracy@pmq.com

16

Think Tank: How to Handle A Busy Friday Night

Now that sales have doubled for this DELCO pizzeria, the owner seeks advice for staffing his kitchen during rush periods.

IT DIRECTOR Cory Coward, cory@pmq.com ext. 133 DIRECTOR OF RESEARCH Blake Harris, blake@pmq.com ext. 136 TEST CHEF/USPT COORDINATOR Brian Hernandez, brian@pmq.com ext. 129 SOCIAL MEDIA DIRECTOR Ingrid Valbuena, ingrid@pmq.com ext. 137 FOOD PHOTOGRAPHER David Fischer, david@pmq.com CHIEF FINANCIAL OFFICER Shawn Brown, shawn@pmq.com ADVERTISING

20

SALES DIRECTOR Linda Green, linda.pmq@gmail.com ext. 121

Tips From the Team: How to Create An Operations Manual

Running a successful business starts with establishing the right systems and processes, according to Michael LaMarca of Master Pizza.

SENIOR ACCOUNT EXECUTIVE Tom Boyles, tom@pmq.com ext. 122 SALES ASSISTANT Brandy Pinion, brandy@pmq.com ext. 127 PMQ INTERNATIONAL PMQ CHINA Yvonne Liu, yvonne@pmq.com PMQ RUSSIA Vladimir Davydov, vladimir@pmq.com PMQ PIZZA MAGAZINE 605 Edison St. • Oxford, MS 38655 662.234.5481 • 662.234.0665 Fax

22

Recipe of the Month: Red, White & Blue Pizza

This recipe combines red and dark berries with the delicious flavor of Nutella to create a dessert pizza that’s perfect for any daypart.

IN EVERY ISSUE 6 Online @ PMQ 18 Moneymakers 50 SmartMarket 52 Idea Zone

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

54 Product Spotlight 55 The Pizza Exchange 66 Pizza Hall of Fame

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

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.

KING OF OVENS We carry all major brands. Financing available. Call 855-289-6836.

Conveyor ovens. Deck ovens. Brick ovens. Convection ovens.

Gas or electric. Multi-deck. Countertop. We’re the King of Ovens.

Call 855-289-6836 or visit our website and let our equipment experts help you find the right oven for your restaurant needs.

855-BUY-OVEN • PizzaSolution.com

Remembering   the

Dough Doctor DANNY KLIMETZ

Whether you ever met him or not, if you were a pizzeria operator, Tom Lehmann was your loyal and trusted friend.

BY RICK HYNUM

The pizza industry lost one of its greatest allies when Tom “The Dough Doctor” Lehmann passed away on Saturday, December 12, after battling COVID-19.

Recalling Lehmann’s life and unparalleled contributions to the pizza industry, a famous quote by Sir Isaac Newton springs to mind: “If I have seen further, it is by standing on the

shoulders of giants.” Lehmann was, like Newton, a scientist, with an encyclopedic knowledge of the chemistry and physics that underlie the dough making and baking processes. And in our industry, he was a giant. It’s safe to say that countless pizzeria owners and pizza chefs have gotten far in this business by standing on Tom Lehmann’s shoulders.

Lehmann discovered his life’s calling by accident, as he once explained to PMQ. During his senior year in high school, he thought he had signed up for a world economics class. It turned out to be a course in home economics. “At first, I felt like an idiot,” he recalled. “But I soon came to the realization that I was the only boy in a class of nearly 30 girls. I thought, ‘Hmm, this might not be too bad after all.’

“We baked cookies, breads and rolls,” Lehmann continued.

“This was the spark that ignited my lifelong interest in baking.”

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

“The greatest joy does not come from helping someone. It comes from helping someone without being asked to. The most underused words in the English language are, ‘Here, let me help you with that.’”

— TOM “THE DOUGH DOCTOR” LEHMANN After college, Lehmann went to work for the Manhattan, Kansas-based American Institute of Baking (AIB) and eventually became its director of bakery assistance. It was Tom’s job to solve—and help the layman understand—the mysteries of flour, dough and fermentation. His tenure at the AIB lasted nearly half a century, from 1965 to 2014, during which time he developed new programs, taught numerous classes and seminars, and consulted for foodservice clients around the country.

He came to be known as The Dough Doctor and one of the country’s leading experts on pizza dough. Starting with PMQ Pizza Magazine’s first issue, he contributed hundreds of columns and articles about dough and never charged a penny. As his busy schedule allowed, he also logged into our Think Tank forum, where he answered users’ questions about everything from baker’s percentages and parbaking crusts to cross-stacking dough boxes.

“He was always an inspiration,” said Richard “Daddio” Ames, JANUARY/FEBRUARY 2021 | PMQ.COM

13

Lehmann and PMQ’s Tom Boyles take a selfie at the Pyramid overlooking the Mississippi River in Memphis, Tennessee.

Tom Lehmann and PMQ’s Brian Hernandez hug it out during the Dough Doctor’s last visit to the PMQ office.

every question we posed to him. When he wasn’t speaking to the camera about pizza dough, he delighted in regaling us with corny humor (the cornier, the better), smiling that winning smile all the while.

After he retired from the AIB, Lehmann continued writing his columns (he never missed a month) and advising and helping PMQ’s readers. And, again, he did it all for free. He didn’t have to do it. He did it because he loved it and because he genuinely cared about the success of each and every pizzeria owner who reached out to him. Whether you ever met him or not, if you were a pizza operator, Lehmann was your loyal and trusted friend.

“The greatest joy does not come from helping someone,” Lehmann once told PMQ. “It comes from helping someone without being asked to. The most underused words in the English language are, ‘Here, let me help you with that.’”

Burly and barrel-chested, smart and strong, Lehmann remained physically active and mentally sharp in his so-called “retirement” years. He seemed damn near indestructible. But none of us are that. Even so, he left us too soon. It’s hard to imagine the pizza industry without Tom Lehmann. It’s hard, in fact, to imagine the pages of PMQ without him. We are deeply and forever grateful for all that he did for our industry. And our hearts are broken by the loss.

“[Tom] was always an inspiration.

There was never a time when he didn’t teach me something.”

— RICHARD “DADDIO” AMES, DADDIO’S PIZZA

Rick Hynum is PMQ’s editor in chief.

DANNY KLIMETZ

owner of Daddios Pizzeria in Grande Prairie, Alberta, Canada, in a Think Tank post. “There was never a time when he didn’t teach me something.”

The news of Lehmann’s death inspired numerous tributes on Facebook. “He was like a professor whom you could consult with and was genuinely excited when he helped solve a problem you might have had,” wrote the owner of Johnny Rad’s Pizzeria Tavern in Baltimore.

In addition to the Think Tank, Lehmann also advised pizza professionals on the pizzamaking.com forum. “I never met Tom personally, but I considered him to be my mentor because of all I learned from him,” one poster wrote. Another said, “He was more than just knowledgeable about pizza and baking. He was generous with his knowledge and tireless in answering the endless questions that came his way.”

When a pizzamaking.com forum user asked him if he ever got burned out on the pizza world, Lehmann responded, “Occasionally I get those feelings, but then I’m reminded that there are so many new things happening with pizza and so many people in need of assistance that I quickly put those thoughts to rest and jump right back into the pool and seldom ever look back or have any regrets. I’m always up to trying one more slice, because I’m afraid I’ll miss something if I don’t.”

Lehmann was always up for a trip to PMQ’s office, too, where he sat down with us for interviews, recipe videos and photo shoots. Easygoing and friendly, he patiently answered

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

Because if your phones and web ordering are down, you may as well send everyone home.

We become your phone company and provide a backup Internet connection

IP Phone Service

Cellular Backup Internet

Increase revenue and lower cost • • • • • • • •

No Busy Signals Call Recording Call Queuing / Auto-Answering Multiple (random) start-of-call upsell messages On-hold music/message loops Detailed reports—hold times, lost calls etc Callerid delivered to POS system Auto-attendants—”If you have arrived for curbside pickup press one”

Protect against outages

• •

• •

When your Internet fails our cellular backup router keeps your phones, credit card processing and web orders all working.

The backup kicks in automatically in seconds. So quickly you will not even drop calls in progress when your primary Internet goes down!

The same router can be used to create chainwide virtual private network to connect your locations.

SD-WAN LTE/LTE-A (4G/5G) modems.

Ask us how we can make your life easier and improve your customer’s experience during these difficult times. Our rapid response support team averaged almost 500 custom changes per week in April-June. As “the rules” changed for our clients, we updated messaging and call flow to minimize impact, maximize revenue. Let PizzaCloud do the same for your stores.

Call Center capabilities for one to thousands of locations!

Maintain control, and get the calls off the front counters. For a small chain all you need is a large office at one location. Cut labor hours up to 50% and/or shift labor to lower cost regions while increasing average ticket. Eliminate the constantly ringing phones at the front counters! Tight integration allows calls to overflow to stores, so you can choose when to staff the call center.

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.

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

Sales@pizzacloud.net

www.pizzacloud.net

866-511-5521

T H E T H I N K TA N K

HOW TO HANDLE A BUSY FRIDAY NIGHT clownhair: We have a delivery/carryout pizzeria. Since COVID19 hit, our sales have doubled, going from $3,000 on Fridays to $6,000. I’m looking for some advice on how to handle rushes. With our setup, an order comes in and gets printed at two stations: the make line (station 1) and the cut table (station 2). At station 1, we have one person making the pizzas and a second person assisting with accessory items, like subs, salads and stuffed-crust pizzas.

At station 2, we have one person pulling most of the items out of the ovens and a second person finishing the items, such as adding lettuce, tomato and mayo to the subs, while also pulling items out of the oven as needed. But we are running way behind on fulfilling orders. It’s just chaos. How can we get a handle on this?

UncleNicksPizza: When I ran a store for one of the national chains, we routinely had $5,000 to $6,000 nights, mostly between 4:30 and 7:30 p.m. During this time, we had three team members up front, two dedicated to the phones and one working counter service. We had two team members slapping out dough, one saucing the skins, and two or three working the topping station in assembly-line fashion. We had two people on

Now that sales have doubled for this DELCO pizzeria, the owner seeks advice for staffing his kitchen during rush periods. the oven—one primarily handling pizza and the other assisting in packaging side items. We had one expediter/router for deliveries and one runner bringing items called for by the line.

With all those people, it got pretty hectic, but it was doable. brad_randall: I just did some consulting for a new operation that had four stations—pizza maker, grill, fryer and cutter.

A manager stands at the printer and expos the tickets, coordinating and timing everyone so the appetizers come out together first and the entrees come out together second.

On the busier nights, they schedule a second or even a third person on the make line, with a “captain” keeping the speed rack full of pizza skins and saucing and cheesing the pies, then passing them on down to be topped. That captain makes sure every pizza/salad gets made and that different styles are properly timed. Busier nights also require an additional person to make appetizers and desserts and assist on the fryer. Also, an expo was added to the waitstaff to help the cutter make sure everything gets made, plated properly and sent out to the correct server.

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.)

T H I N K TAN K.P MQ .C O M

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

WE PUT THE BEST INTO AN EDGE SO YOU GET THE BEST OUT OF IT The Best Technology + The Best Service = The Best Bake

FEATURES 3 Stackable up to three high 3 Sophisticated G2 control system technology 3 5-year parts and labor warranty 3 Proudly made in the USA

EdgeOvens.com • (888) 480-EDGE

MONEYMAKERS Instead of stealing Christmas, The Grinch spread yuletide cheer on pizza delivery runs for Antonino’s Ristorante in La Grange, Illinois.

A MEAN, GREEN DELIVERY MACHINE He’s a mean one, that Mr. Grinch, but he helped Antonino’s Ristorante, located in La Grange, Illinois, rack up huge off-premise sales—and plenty of social media buzz—when he started making pizza deliveries in December. After Antonino’s announced that a delivery driver wearing a Grinch costume would bring pies to customers’ doorsteps, the eatery’s phones started ringing off the hook and online orders exploded. The promotion kicked off on November 29 as a weekly offering, but quickly expanded to three days a week—Wednesdays, Thursdays and Sundays—through Christmas. Customers had to place their orders in advance and specifically request the Grinch. Almost immediately, social media platforms lit up with customers’ photos of the beloved character toting pizza boxes and posing with children. “After being stuck at home all day [with] remote learning, this was the perfect treat for my four kiddos,” one Facebook fan posted. “Thank you…for the super-fun memory!” The promo also won coverage from Chicagoarea TV stations, newspapers and news sites, making hearts grow three sizes across the Windy City.

A SLICE OF FIERY DEATH Mikey’s Late Night Slice, headquartered in Columbus, Ohio, got away with a hate crime when it unleashed its Fiery Death w/ Hate Sausage pizza on customers this fall. Billed as the world’s hottest pizza in its 2019 debut, the pie returned to the menu for one weekend only in mid-November at the Mikey’s location in Cincinnati. In addition to the so-called “hate sausage,” the pie comes topped with Carolina Reaper peppers, Trinidad Scorpion peppers and Bhut Jolokia (ghost peppers). Customers are even required to sign a legal waiver before braving a taste. The Mikey’s Columbus stores also offered meal kits featuring the criminally hot pies and peppers and showed fans how to make it at home in a livestream on November 12.

The Fiery Death w/ Hate Sausage pizza, which returned for one weekend only to Mikey’s Late Night Slice, is topped with a trio of blazing-hot peppers.

The team at Mikey’s Late Night Slice paid homage to a famous Norman Rockwell painting for the Thanksgiving holiday—or were they ripping off PMQ’s December 2018 cover?

(We’re just sayin’!)

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

MONEYMAKERS Eric and Amy Redfield opened Camporosso, a wood-fired pizzeria, in 2016, taking over a dilapidated building that once housed a gas station in the 1920s.

Camporosso offered this artisan grilled-cheese pizza, featuring four types of cheese, as one of its Friday specials for Lent.

CAMPOROSSO’S DECEMBER TO REMEMBER In a December to remember, the owners of Camporosso, a wood-fired pizza restaurant in Fort Mitchell, Kentucky, handed over the entire month’s profits to their employees as a gesture of thanks in a challenging year. In a Facebook post announcing the plan, Eric and Amy Redfield included a Bible verse, Philippians 2:4, which reads, “Let each of you look out not only for his own interests but also for the interests of others.” It was the second time in 2020 the Redfields gave away their profits to their team members, even as the pandemic forced them to pivot to a carryout-only model. “It just seemed the natural thing to do,” Eric told Cincinnati TV station WCPO. “We have been extremely busy, almost inexplicably so. We felt it was definitely the right thing to do.” Employee Mikayla Snyder was blown away by the Redfields’ generosity. “It was really overwhelming, especially the first time, and so generous,” she said. “I want to be a teacher, and, as of right now, that’s looking kind of crazy. It’s nice to know that I always have this place and they’ll always take me back with open arms.”

THE WONDERFUL WORLD OF DISNEY PIZZAS If Donald Duck could create his own pizza, what would it taste like?

You can bet it would be spicy and feisty, as reflected in a limited-time pie created by Roberta’s in Brooklyn, New York, for the Disney Mickey & Friends(giving) promotion developed by media giant Disney. In a November collaboration with chef Roy Choi (best known for restaurants like Kogi BBQ in Los Angeles and Best Friend in Las Vegas), Disney asked chefs around the country to create pizzas inspired by Disney’s most iconic characters. The pizzas, which had to be preordered for delivery on November 21, honored the famously temperamental duck along with his sweetheart, Daisy, and pals Mickey Mouse, Minnie Mouse, Goofy and Pluto. Donald Duck’s pizza, from the pizzeria’s original Bushwick outpost, featured Roberta’s housemade spicy ’nduja sausage, bitter Castelfranco radicchio, Taleggio cheese and lemon zest. The Roberta’s Williamsburg location, meanwhile, dreamed up a white Daisy Duck pizza made with thinly sliced potatoes and salsa verde. Other participating restaurants included two Jon & Vinny’s locations in Los Angeles (Mickey Mouse); Home Slice Pizza in Austin, Texas (Minnie Mouse); Pizzeria Beddia in Philadelphia (Goofy); and Pizzeria Bianco in Phoenix (Pluto).

Pizzeria Bianco in Phoenix took inspiration from Pluto to create a meat lovers pie topped with fennel, sausage, pepperoni and cheese.

The Roberta’s store in Williamsburg honored Daisy Duck with a pie featuring thinly sliced potatoes, shredded cheese and salsa verde.

TIPS FROM THE TEAM

HOW TO CREATE AN OPERATIONS MANUAL Running a successful business starts with establishing the right systems and processes, according to Michael LaMarca of Master Pizza. BY BRIAN HERNANDEZ Anyone can open a business, but it takes the right systems and processes to manage it efficiently. Michael LaMarca, owner of Cleveland-based Master Pizza and U.S. Pizza Team captain, shared some best practices for developing an operations manual and creating standard operating procedures (SOPs) to ensure consistency and a better customer experience.

PMQ: How did you begin the process of writing the manual?

LaMarca: Anyone writing a new manual should prioritize.

Assess what is causing the biggest problems in your store currently and start there. I began creating one new standard a week for one year. We would introduce it to the staff every payday, which was weekly at the time. As an example, one of the first headaches I experienced was people calling in to take the day off right before their shift. I created a standard, saying you have to call off at least four hours before your shift, and I also created an “on-call” shift, so you knew you would be on call should someone call off. This also relieved the stress of scrambling to find a replacement.

PMQ: If you’re buying an existing operation, what should you look for as far as their manuals and SOPs? LaMarca: It depends on what your plans are for it. If you are completely rebranding it from “Bob’s Pizza” to your own brand, you should write all new SOPs, something in line with your own mission statement. If you are merely taking over an existing brand, you can keep the same SOPs, but you should always be fine-tuning them. You are obviously keeping that brand because it is still successful in your market. You do not want to come in and completely change everything, as your customers will be able to tell it’s not the same. They may like it, they may not, but they’ll notice.

PMQ: When opening a new store, what should you be thinking about when starting the manual?

LaMarca: Figure out what you want to stress to the employees—consistency of products and things like that.

The second thing is standardization of your procedures and operations, things like uniforms, lunches, sick time and payday.

Then, focus on your cost controls, which is part of making your

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

A well-trained staff will deliver a consistent, quality product every time, even if you have multiple units.

A well-written employee manual allows you to take your operation from good to great, while eliminating any doubt of how the job is to be performed.

Conspicuous placement for all forms and checklists allows the staff to stay on top of daily and weekly progress, as well as upcoming tasks and changes in procedure.

food-prep manual. Think about labor controls and customer service. How should you greet the customer? How should you answer the phone or handle upset customers? This can take you from operating a pizzeria to managing it. You must have a specific answer for everything—no vagueness. That creates problems and different employees handling everything differently. The customer wants to be able to get the same product, even if they aren’t getting it from their usual location.

PMQ: How long should it take to write a comprehensive SOP manual?

LaMarca: Forever. Your manual is a living, breathing document, and it’s ever-evolving. You should always be fine-tuning it to move your business from good to great. That is actually Master Pizza’s mission statement. This manual should be the beginning of creating a culture in your operation, and as history shows, only evolving cultures survive.

PMQ: What is the best way to implement new SOPs as they become mandatory? Train everyone at once or train managers first?

LaMarca: Train the trainers first, then let them train the rest of the staff. We would meet every Tuesday as I was writing ours. I would go over the newest weekly policy and make sure they understood why it is important and the correct way to implement and enforce it in-store.

PMQ: If you take over an existing restaurant, how do you train that staff on your new policies? What are the hardest problems to overcome?

LaMarca: I guess the hardest thing for us to overcome was getting trained first by the staff, then having to come back and train them. It wasn’t necessarily hard, just a little awkward. But it is important to understand what they are currently doing and why—the reasons for it—before changing a procedure they already have the muscle memory for. You definitely want to earn the trust of those that trained you to make it easier to train them later.

PMQ: What makes a good manual?

LaMarca: Clarity. You can have the biggest, most beautifully designed manual, but it’s worthless if it isn’t easy to use. If you’re in a rush, you need to able to access any answer to any question that may arise as fast as possible. Ease of use is paramount.

PMQ: Do you evaluate your SOPs routinely to make sure they are still current or effective?

LaMarca: All day, every day. We keep our ear to the ground to make sure what we have is still effective. The market is changing daily. Sometimes you don’t have to change anything, but always evaluate it anyway, just to make sure.

To see the entire interview, visit PMQ.com/lamarca.

JANUARY/FEBRUARY 2021 | PMQ.COM

21

RECIPE OF THE MONTH

JAN/FEB RECIPE

SPONSORED CONTENT

RED, WHITE AND BLUE PIZZA WITH NUTELLA

Sponsored by:

RED, WHITE, AND BLUE PIZZA WITH NUTE Yields: 8 slices / Portion: 1 slice

INGREDIENTS:

DIRECTIONS:

1 12” prebaked crust 3 oz. Nutella® ½ c. mixed red berries (strawberries, raspberries, etc.) ½ c. mixed dark berries (blackberries, blueberries, etc.)

Powdered sugar

Spread the Nutella® over prebaked pizzaINGREDIENTS base. Place the mixed dark berries on the outside, and then place the mixed red berries in a pile at 1 12-inch pre-baked crust ½ cup mixed dark berr the center. Sprinkle with powdered sugar for garnish and serve warm.

3 oz. Nutella® (blackberries, blueberr ½ cup mixed red berries ©Ferrero Ferrero S.p.A (strawberries, raspberries, etc.)

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

Method:

Powdered sugar for ga

PREPARATION

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

the Mod squad Scott Svenson, the cofounder of MOD Pizza, explains how impact hiring and a people-first philosophy has propelled the 12-year-old startup to phenomenal success. BY RICK HYNUM For founders Scott and Ally Svenson, Seattle-based MOD Pizza started out as “a crazy social experiment,” aimed at creating positive social impact as well as making a profit.

Today, it’s the fastest-growing pizza chain in the country. How did they do it? Scott Svenson says it all comes down to one thing: believing in, trusting and rewarding his employees. It’s a mantra he has repeated in every media interview since the first MOD location opened in Seattle in 2008. And the results, he believes, speak for themselves.

JANUARY/FEBRUARY 2021 | PMQ.COM

25

MOD Pizza hires employees who demonstrate the four Gs: grit (leading with courage and passion); growth (willingness to learn and improve); generosity (a passion for serving others); and gratitude (a positive, optimistic and grateful mindset).

That first MOD store’s doors swung open during the Great Recession—hardly an auspicious time for launching a new business. Not to mention that he and his wife had already built—and eventually sold—two highly successful U.K. brands, Seattle Coffee Company and Carluccio’s, an Italianstyle deli concept. So it’s not like they needed the money. But they had different plans for MOD, prioritizing purpose over profits and creating jobs that offered a living wage, health insurance and other benefits.

According to Nation’s Restaurant News, MOD Pizza reigned as the fastest-growing restaurant chain in the country in 2018 and 2019 and moved to No. 3 in 2020, with 467 stores, sales growth of 26.21% and system-wide sales of $493.1 million. It’s still outpacing other pizza chains in terms of growth, as we reported in last month’s Pizza Power Report. Impressed both

by MOD’s phenomenal growth as well as its genuine peoplefirst philosophy, we talked with Scott Svenson about how— and why—the two go hand-in-hand.

PMQ: MOD Pizza’s business model sounds a lot like a social enterprise—a for-profit business that also seeks to address social problems and make a positive difference. Do you think of MOD as a social enterprise?

Svenson: I guess the answer would be yes. When we started MOD, we referred to it as a crazy social experiment that would combine the best of a for-profit business with the heart of a nonprofit, whereby the more successful we were, the better and bigger social impact we would make.

“Our mission is all about providing opportunities to people who otherwise face barriers to employment and to give all of our team members a platform to improve their lives.”

— SCOTT SVENSON, MOD PIZZA PMQ: So why did you decide to carry out that experiment in the fast-casual pizza sector?

Svenson: This goes back to 2006, 2007. We had moved our family back from the U.K., where we’d had a wonderful experience that included starting and building Seattle Coffee Company and Carluccio’s. When we got back to Seattle, we had every intention of not getting back into the restaurant space.

We’d started two concepts, both successful, so the thought of starting a third just felt like we were setting ourselves up for failure. Instead, we were searching for a way to give back and make a positive impact on the community and society at large.

We were doing two things at the time: exploring other business opportunities outside of restaurants and retail while getting involved with nonprofits, writing checks and doing the things you do when you want to give back.

We had been asked to look at various restaurant and retail concepts and inevitably said no. Then someone suggested we take a look at the pizza industry. My wife and I have had

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

BELLISSIMO PHILLY STEAK Authentic, Versatile, Satisfying Born in Philadelphia and loved nationwide, Philly Steak can add delicious versatility to any menu, attracting customers looking for that succulent, juicy flavor. For a commitment to quality product and competitive pricing, turn to Bellissimo for its authentic Philly Steak products – available raw and fully cooked, marinated and non-marinated.

Bellissimo’s Philly Steak is from 100% of the freshest USDA Domestic Beef, providing excellent flavor and marbling to make every bite unforgettably satisfying. The small batch, hand trimmed portions are frozen and readyto-cook, providing time and labor savings and a high-quality consistency your customers can count on.

If you’re looking for best in class value, choose Bellissimo’s traditional flat steak products as the basis to craft your own signature Philly Cheese Steak Sandwich.

Contact a Bellissimo Rep Today!

BFC Distributors are the exclusive source for Bellissimo Philly Steak.

www.Bellissimo.com

For online or in-app orders only, MOD promotes flash deals featuring certain signature pizzas for $6.

a longstanding love affair with all things Italian. So we took a look at it and started to get drawn into it. We saw a very fragmented sector with a shocking lack of innovation that goes back 30-plus years. We started pulling together this idea of applying the more contemporary, lifestyle-relevant model of fast-casual to the big, well-loved category of pizza. At the same time, we thought about how we could apply our desire to give back and overlay that on top of what we did best: starting and building businesses. The combination of those things led us to starting MOD. We would start this journey of seeing if we could build a successful business that we could also use to make a positive social impact.

PMQ: MOD Pizza has been either the fastest-growing restaurant chain or one of the fastest-growing chains for three years now.

What’s the secret behind this phenomenal growth?

Svenson: I think it’s two things. We have a product and an experience that customers have come to know and love, and we’ve had a reason for growing: We believe that the bigger we become, the more people we can employ and the bigger social impact we can make. We think about our business as a flywheel with four elements. The first is an authentic purpose, a reason for being—why we’re trying to build this business. That leads us to inspired and engaged people. If you have an authentic purpose, which is largely about and for your employees, you will, hopefully, be able to attract, engage and inspire a group of people to show up and make it their own. That leads to

In addition to raising funds through pizza sales for Generosity Feeds, MOD also brings employees and volunteers together to pack tens of thousands of nutritious meals for people in need.

delivering a great customer experience and, therefore, having loyal customers. Which leads to the fourth element, which is a successful business. If you have loyal customers, you’ll build a successful business, which allows us to invest back in that first element—our purpose and impact. Our flywheel represents this mutually reinforcing cycle, with all four dimensions working together harmoniously. But it starts with making sure your people feel loved. And I think our MOD team does feel loved.

PMQ: MOD also focuses on impact hiring—that is, hiring people who ordinarily have a hard time finding jobs, such as those with disabilities, the formerly incarcerated and recovering addicts.

How has that played into your success?

Svenson: Our mission is all about providing opportunities to people who otherwise face barriers to employment and to give all of our team members a platform to improve their

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

MOD Pizza focused largely on lunchtime dine-in prior to the pandemic, but, like other fast-casual chains, the company pivoted to delivery and carryout in 2020.

lives. If you provide these people that opportunity and you really believe in them, get behind them and develop them, it’s incredible the way they show up and reward you with loyalty, the way they’re engaged. It has been a really positive experience for us.

It has also created a ripple effect. Team members get more excited to do the hard work, because they can see through the eyes of other team members what a difference we’re making.

It has been very much our secret sauce. It’s made us a better company and made the whole journey incredibly gratifying and rewarding.

PMQ: A lot of pizzeria operators struggle to hire and retain good employees. What’s the one piece of advice you would give them?

Svenson: We all have challenges, and this is not an easy industry to work in. One of our core beliefs is in the power of expectations. People pretty much live up to the expectations you have of them. There has been a lot of research on this subject—it has been proven scientifically that people are heavily influenced by the expectations of others.

If [a restaurant owner] finds it difficult to hire or hold on to good people or if the attitudes or expectations of a certain age group are difficult to deal with, I suspect the people who believe that are showing up with that expectation front-ofmind. And the employees sense it, and that influences their behavior. Operators often start with the default assumption

that they can’t trust their employees. Therefore, they need a big operating manual that tells employees exactly what to do and [establishes] control procedures to catch people if they’re not doing what they need to do. Particularly for large chains with a very distributed workforce, given what’s at stake, I think they feel they have to do that. But that’s something we’ve turned on its head. We’re not doing it that way. That’s not the kind of company we want.

One of our core beliefs is what we call “wide boulevards and high curbs.” We start with the assumption that we can trust you [“wide boulevards,” i.e., giving employees a certain amount of leeway in which to operate] until you prove us wrong [“jumping the curb”]. And I think that, because we expect that we can trust them, most of our team members show up and act in a trustworthy way. So I think there is real power in expectations and the way you communicate to people as well as the way they feel that you are perceiving them and expecting them to do their job.

JANUARY/FEBRUARY 2021 | PMQ.COM

29

MOD Pizza, which opened its first store in Seattle in 2008, was a pioneer in the fast-casual pizza sector.

PMQ: Most of MOD’s stores are company-owned, but you do have a select number of franchisees. What do you look for in a franchisee?

Svenson: About 85% of our stores are company-owned. That’s a reflection of the fact that we love our business and want to open and run as many stores as we can.

We haven’t been able to get into every market we want to, which is why we’ve brought on nine incredible franchise partners that we feel very fortunate to have as part of the MOD family. We are open, in a very selective way, to having more strong, philosophically aligned franchise partners. Our litmus test is, do they understand who we are, buy into our philosophy and want to live it? And second, are they the type of people we would enjoy working and hanging out with? Life is short. We want to enjoy it and surround ourselves with people that raise us up and inspire us.

PMQ: How has MOD taken care of its employees during the pandemic?

Svenson: We’ve done a really good job of keeping our people physically safe in the pandemic—not only safe but fed. Prior to the pandemic, if you were a MOD Squadder and working a shift, you got a free meal. That was an important part of our offering. During the pandemic, we extended that. Even if you’re not on a shift, you can come into a MOD store at any time and bring your entire family, and we’ll feed you for free. No questions asked. That’s a benefit we plan on extending after the pandemic. It has not been taken advantage of. It has been used the right way.

PMQ: Overall, how has the pandemic changed MOD? Svenson: MOD is predominantly an on-premise concept. We view ourselves as a community gathering place offering human interaction and connection. During the pandemic, we’ve had to exercise some very different muscles. We’ve really had to lean in to our digital and off-premise offerings. That’s been good for us. It’s forced us to raise our game, and we will benefit substantially over the long term from it.

But we do believe that, when the pandemic passes—which it will—people will continue to yearn for a place to connect in the community. We’re not giving up on that feature of our concept. But we know that the need to be accessible and convenient will never go away. Therefore, all the work we’ve done on our digital and off-premise channels will continue to be a part of our future.

All the trends that were already underway [before the pandemic] have accelerated and compressed into a much shorter time frame. We’ve just brought the future forward. And we’ve never been more excited about the future and more confident about what lies ahead of us. The pandemic has challenged us, but I do think we’ll be a stronger company coming out of it.

Rick Hynum is PMQ’s editor in chief.

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

Find yo y your ur Ispirazione Italiana

What's my Italian Inspiration?

It’s never resting on past successes. Whether it’s setting world records in dough stretching or being named the Young Entrepreneur of the Year, I’m always pushing to do my best. So when it came to my newest pizza concept, Rotolo’s Craft & Crust, I wanted only the best ingredients—like Galbani® cheese. We use 10 ounces in each of our Chicago Deep Dish Pizzas and the results are simply spectacular.

—MITCH ROTOLO JR., VP OF OPERATIONS, ROTOLO’S CRAFT & CRUST

Find more Italian Inspiration and Mitch’s videos at GalbaniPro.com. ©2019 Lactalis American Group, Inc., Buffalo, NY 14220. Galbani is a ® of Egidio Galbani S.r.l. All Rights Reserved.

the

VEGAN Vibe Join the vegan movement with this meat-free and gluten-free pizza recipe, and find more recipes on PizzaVegan.com!

The vegan movement is no mere fad or trend. It reflects a true shift in eating habits that will continue to grow in the future. PMQ has created PizzaVegan.com to help you stay on top of this movement. The new website features a wealth of information and resources to help expand your vegan knowledge, including feature profiles, Q&As, vegan products and, of course, vegan recipes. You can even get your pizzeria listed on this consumer-friendly site for free, share your vegan offerings and attract more customers! Try out the recipes below and visit PizzaVegan.com for more ideas to jazz up your vegan menu!

VEGAN GLUTEN-FREE PIZZA

This photo shows the gluten-free crust topped with tomatoes and spinach.

Toppings can be customized according to preference.

Provided by Mike Allen, The Healthy Treehouse INGREDIENTS:

Pizza Crust • ½ c. arrowroot starch • 1⅓ c. almond flour • 1 tbsp. flaxseed meal • ½ c. potato starch • 1 tsp. baking soda Pizza • 1 pizza crust • 1 red pepper, julienne • 3 cloves garlic • 8 mushrooms • ½ red onion • ½ c. cooked chickpeas • 2 tbsp. olive oil, plus more for brushing dough DIRECTIONS:

• • • • •

½ tsp. garlic powder 1 tsp. salt ½ tsp. apple cider vinegar 8 tbsp. water 1 tbsp. olive oil

• • • • • • •

3 c. spinach, packed ½ teaspoon kosher salt 1 c. pizza sauce 6 canned artichokes 4 large basil leaves 1 c. vegan Parmesan cheese 1 tsp. fresh basil, parsley or oregano

Pizza Crust Preheat the oven to 375°F and line a baking tray. In a small mixing bowl, combine the apple cider vinegar, olive oil and water. Mix together and set aside. In a medium-size mixing bowl, combine the almond flour, arrowroot starch, potato starch, garlic powder, baking soda, salt and flaxseed meal. Mix

these ingredients together carefully, until well-combined.

Mix the wet ingredients into the dry ingredients. Mix well until it starts to form a dough. If your mixture is too wet, add more flour; if it’s too dry, add a little more water.

Shape your dough into a circle or square shape. Use a rolling pin to flatten it out or make it as thick as you prefer. Place into your prepared oven tray and bake for about 10 minutes.

Pizza Preheat the oven to 500°F. Drain and rinse the chickpeas.

Heat the olive oil in a large pan. Sauté the mushrooms, onion, chickpeas, spinach, garlic and kosher salt. Add the artichokes and red pepper to the pan. Spread the pizza sauce over the dough. Layer the vegetables over the top. Sprinkle Parmesan cheese and garnish with parsley, oregano or basil.

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

CAN YOU MAKE THE CUT? If you think you offer some of the best pizza in the country or can spin dough like a pro, join the U.S. Pizza Team today!

The U.S. Pizza Team has been the home of the best pizzaioli and pizza acrobats for 20-plus years. Benefits of membership include: • Early notification of industry competitions at home and abroad • Access to USPT-branded materials, including logos and art, to promote your USPT membership in your pizzeria • Access to the exclusive Official USPT Chat Group, a one-stop shop where you can pose questions to industry professionals on a variety of topics • A chance to win trips to international competitions and events around the world!

Join the most tight-knit community of pizza professionals in the industry today and get your slice of the pie!

For more information about the U.S. Pizza Team, visit www.uspizzateam.com/join or contact Brian Hernandez at 662-234-5481 x129 or brian@pmq.com.

▷ PLATINUM ◁

▷ GOLD ◁

▷ SILVER ◁

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

Hands Off! Driven by technology, touch-free tools and services have been gaining in popularity for years now—but the era of COVID-19 has propelled them into must-have territory.

BY TRACY MORIN

COVID-19 may have ushered in a “new normal” for all of us, but it also reinforced and accelerated certain movements that were already well under way, including tools that allow for less human contact—or none at all. In our technology-driven times, today’s consumers are accustomed to calling out their whims to virtual assistants (“Alexa, order a pizza!”), scanning QR codes for content, and interacting with online chatbots.

JANUARY/FEBRUARY 2021 | PMQ.COM

35

Kiosks that don’t require physically touching a screen are positioned as a safer option in pandemic times.

KAREN TOKARSKI, AIRTOUCH

TOUCH-FREE TIP! Print QR codes on signage at designated curbside pickup areas.

Customers can scan to notify the restaurant that they’ve arrived, so a runner can bring out the order when it’s ready.

SPEAKING OUT

Boulder, Colorado-based RedShift Voice Technology has developed a natural language understanding platform to allow restaurant customers to place online orders handsfree, using only their voices, through iOS, Amazon Echo and Google Home. The tech utilizes “speech recognition vocabulary and language models [that] are customized to each brand’s specific menu items by understanding typical ordering language and unique items.” Ultimately, the system converts audio to text and repeats the order back to the customer in real time.

However, COVID-19 has made these tools more than convenient; they now feel like necessities. “During COVID, offering contactless solutions can literally save lives,” says Saleem S. Khatri, CEO of MenuDrive, with global offices including Miami and Albuquerque, New Mexico. “Pizzerias that give customers a way to place an order directly from their devices have an immediate advantage over others with more analog ordering methods. That’s true now, during the pandemic, and it will be true long afterward as well.”

THE QR COMEBACK

As “old-school” paper menus have been phased out during the pandemic, more operators are tapping QR codes that customers can scan to pull up menus on their mobile devices.

Though QR codes are not new, they are now easier to use. Jim Williams, president of MustHaveMenus in Ashland, Oregon, notes that smartphones of years past required downloading an app to read them, but today’s phone cameras are equipped with QR code readers built in. “The pandemic made QR codes take off,” Williams says. “I think they were the trend of the year in 2020.”

Even better, QR codes have a plethora of applications in the pizzeria. Mo Chaar, chief commercial officer of Toronto-based Givex, suggests the following uses: • Menus: Place QR codes that lead MENUDRIVE to your menu (and current offers, if applicable) at the cash register and at the door for easy access, allowing customers to peruse before entering. For

dine-in, print QR codes on table tents or on signage at the host station. This prevents sharing menus and unnecessary interaction with staff.

• Curbside: Print QR codes on signage at designated curbside pickup areas. Customers can scan to notify the restaurant that they’ve arrived, so a runner can bring out the order when it’s ready.

• Takeout: Provide QR codes in the store window or on sandwich boards. Customers can scan to place their order via an app or website, so they don’t have to order face-toface with a cashier. Print QR codes on delivery boxes and takeout packaging, inviting customers to enroll in your loyalty program.

• Customer experience: Want to get feedback on your service? Offer a QR code that takes customers to a survey (and incentivize them with a special offer for completing it).

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

REGISTER YOUR PIZZERIA(S) NOW AT PIZZAMARKETING.COM/MERCE PMQ/SUPPLIER CONSUMER PROMOTIONS PMQ is now registering pizza operators to participate in regional and marketing promotions starring your brand. Collaborate with PMQ to create consumer commerce.

See how PMQ worked with History Channel to find more viewers while selling more pizza.

• 1000-store independent pizza promotion

See how PMQ is working with vegan suppliers to increase digital commerce for their customers and our readers.

PizzaVegan.com

• Most-viewed series of the year PMQ.com/historychannel

EXISTING WEBSITE SPONSORSHIPS*

PIZZA TV

FUTURE CONSUMER WEBSITE SPONSORSHIPS PizzaRewards.com

PizzaQuiz.com

PizzaVoice.com

*Consumers are digitally redirected to our readers’ preferred digital ordering destinations without charge.

Subscribe or add “Pizza Marketing Partners” Newsletter to your PMQ communications at PMQ.com/subscribe

TOUCH-FREE TIP! Want to get feedback on your service? Offer a QR code that takes customers to a survey (and incentivize them with a special offer for completing it).

MUS T HAV E ME NUS

QR codes on to-go menus can take customers to the pizzeria’s current special offers, online ordering, or loyalty program signup page.

“Think about using QR codes for any situation where you have a call to action that is digital—i.e., download our app, order online, enroll in our loyalty program—but the customer is in a physical space,” Chaar recommends. “Previously, a customer would have to type a long URL into a web browser on their phone, but by using QR codes, that action becomes as easy as taking a picture with their phone.”

In addition, Khatri stresses that pizzerias can benefit from using QR codes for marketing purposes. “Feature your online menu’s QR code as prominently as possible, in as many places as possible: Facebook cover images, Instagram posts, flyers, to-go order materials, on dine-in checks, and on local bulletin boards,” he advises. “And share your online menu QR code to all of your customers through social media, email marketing and any other channel your pizzeria uses.”

Finally, Williams notes that QR codes can lead customers to a landing page that connects with everything you offer— online ordering, videos and social media pages, for example.

“Once the code is out there, you want it to be flexible, so you can add videos or change ordering options,” Williams adds.

“Just make sure that the info they see via the code, including your menu, is optimized for mobile—convenient and easy to read and swipe through on a smaller screen.”

In this era of heightened concern about spreading viruses and bacteria, a contactless projected capacitive touch (PCAP) display interface has been engineered to eliminate the need for touching a physical screen. Instead, the user places his finger near the screen, activating it through the finger’s proximity (up to 33mm) to the screen’s surface, and contactless sensors detect and respond to the finger’s movements. “Because the user is interacting with the device in the same way he would with traditional touch [without physically touching it], there’s no learning curve, and it can be retrofitted into existing installations easily,” Halsey says. “And we’re looking at safe user interactions through lifelong durability. Unlike applied antimicrobial coatings that lose their effectiveness over time, the monitor can retain its effectiveness, without limitations on [the germs] it protects from.”

Alternatively, kiosks can now assist operations by responding to voice commands, ensuring a touch-free experience. For example, the customer can approach the kiosk and start off with a “wake word” to activate the experience (such as “Hello, Domino’s”). Afterward, customers can speak normally, thanks to automatic speech recognition and natural language understanding via the machine, which can then ask pertinent questions as needed.

Aside from removing person-to-person contact from the equation, there are even greater potential perks. “The exciting part is that the machine can glean certain demographic information from the person’s voice, such as age, gender and mood, then personalize the experience to that type of customer,” says Anu Adeboje, marketing specialist for Sensory

CONTACTLESS KIOSKS

Like everything else under the sun, kiosks have been forced to adapt and transform to meet our modern reality, shaped

by COVID-19 concerns. Fortunately, Gene Halsey, general manager of TES America’s Holland, Michigan-based operations, notes that as pizzerias require safer and more hygienic ways to engage guests, manufacturers of tech-driven machines like kiosks are answering the call. “A major effort is under way to create customer experiences that mitigate the spread of disease, including contactless monitors, antimicrobial screens, and even remote-control displays that allow users to interact and consume information using their own phone or device,” Halsey says.

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

POWERED BY AI

With to-go and delivery orders now flooding pizzerias in pandemic times, phone systems equipped with artificial intelligence (AI) capabilities are ready to help. For example, kea in Los Altos, California, launched Indecisive AI last November, promising to “combine AI with human operators to ensure restaurants never miss an order, and customers always have the option to customize.” With the goal of saving up to 30 hours in labor costs per week and increasing order sizes by an average of 20% to 40%, the platform has hit the phones in major chains like Papa John’s and Donatos.

in Santa Clara, California. “Over time, it can collect data—this kind of person tends to order X—so that it can upsell certain items based on that info. And the customer benefits from a seamless experience, simply approaching and using their voice, rather than touching a screen.”

Meanwhile, Box’d by Paramount, a Middle Eastern fusion eatery in Toronto, has developed its own fully automated contactless experience based on “digital cubby” technology. First, customers place orders from their phones, computers or an in-store kiosk.

“The order transmits to chefs and, in less than 10 minutes, the customer’s name shows up on an electronic screen above a wall of glass cubbies,” Chaar explains. “The guest taps a button to open his cubby, and there is a freshly prepared, sealed meal, ready to grab and go—helping ensure minimal waiting, minimal contact, fresh food and ordering convenience in a world of social distancing.”

Of course, digital cubbies and voice-activated kiosks haven’t gone mainstream just yet. But, at minimum, make sure your pizzeria’s online ordering enables seamless contactless delivery, which includes sending out updates to notify customers of the order’s progress—i.e., estimated delivery time at the outset, and upon delivery at the end. “Contactless payments are more important to utilize than ever before,” Khatri says. “Customers should be able to easily place contactless orders through your online ordering platform and pay for them through the same system.”

TOUCH-FREE TIP! Print QR codes on delivery boxes and takeout packaging, inviting customers to enroll in your loyalty program.

Tracy Morin is PMQ’s senior copy editor.

JANUARY/FEBRUARY 2021 | PMQ.COM

39

The Digit Whether you’re new to digital and social media marketing or looking to ramp up your existing efforts, follow these five expert tips to stand out from the online crowd. BY TRACY MORIN 40 PMQ PIZZA MAGAZINE | THE WORLD’S AUTHORITY ON PIZZA

When it comes to digital and social media marketing, keeping up with the latest and greatest platforms and tactics can feel like the proverbial never-ending story. After all, it doesn’t get much more dynamic than the online world,

tal Age where trends can feel like they emerge out of

creator of Tap the Table, based in Bluffton, South

nowhere, catch fire overnight, and possibly fall

Carolina. “From new, emerging platforms like

to the wayside in the blink of an eye. “There’s

Tik Tok to understanding new platform rules and

always something new and worth looking into

regulations in order to stay compliant with terms

in the social media world,” notes Ryan Baggott,

of service, the industry changes daily!”

JANUARY/FEBRUARY 2021 | PMQ.COM

41

“As restaurant owners get smarter, they’re also expecting to get more and better trackable results from their social media marketing.”

Tapping social media, Little Pops NY Pizzeria shares photos and videos, including Facebook Live events, to relate details about its unique story, owners and employees.

— RYAN BAGGOTT, TAP THE TABLE

The good news is, what people want to see online is what independent pizzeria owners already have in spades: personality and authenticity. Whether you’re trying to grab more eyeballs through a Facebook post or reaching regulars through e-newsletters and text messages, we’ve assembled here a bevy of expert tips to help operators best manage their online marketing efforts.

1

TREND WATCH. Baggott has noted some recent trends in the digital marketing space. First, more restaurants are focusing on better ways to serve their customers digitally— and translating that into sales. “Today’s customer is all about convenience and speed, and in the restaurant space, the very reason owners are posting beautiful images or videos of their food is to get sales—not just likes and comments,” Baggott says. “As restaurant owners get smarter, they’re also expecting to get more and better trackable results from their social media marketing.” Text message marketing is also getting results for many restaurants, since more than 90% of text messages are read within the first three minutes of receipt. Finally, look out for the newest tools that allow for as much automation as possible. “You want tools, software and apps that are, in essence, ‘set it and forget it,’” Baggott says.

2

SHARE YOUR STORY. Stuart Meyer, founder and chief storyteller at Social Frequency Media in Naperville, Illinois, says making a strong and lasting impression on audiences often comes down to one simple strategy: letting them behind the curtain. “Stories are important because we can all relate to them on a human level, and it’s key to get deep into details so people can visualize where you came from, what

you do, how you do it, and how your journey has evolved through the present day,” Meyer says. “And what makes a good story? Struggle and overcoming adversity! Being vulnerable brings people along and ultimately makes them a part of your tradition.” Tell your story in bite-size snippets that are easily digested, adding more pieces over time to flesh out the tale you’re telling. Photos or Facebook Live videos can show employees working behind the scenes, while the owner acts as a protagonist for audiences to root for. “You want to show that there’s a family or a human behind the pizzeria and share what you’re working on and what’s happening right now,” Meyer says. “That will allow people to know more about you and feel like they’re not only buying your pizza—they’re buying into part of your living story. That creates a shared history—a communal and social aspect.”

3

KEEP AN OPEN MIND. When it comes to online platforms, today’s customer may be here, there and everywhere—and operators should be in those places, too.

In other words, take an omnichannel approach, meeting customers where they are (and where they expect to be met): via your website, email, text messages, and/or social media

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

Improve your delivery with this free audit

DELIVERY

www.speedlinesolutions.com/pmq 1-888-400-9185 PMQ-Setp-Oct-2020-half-page-ad.indd 1

info@speedlinesolutions.com 8/5/2020 11:11:53 AM

QUICK TIPS “You want to show that there’s a family or a human behind the pizzeria and share what you’re working on and what’s happening right now. That will allow people to know more about you and feel like they’re not only buying your pizza—they’re buying into part of your living story.”

— STUART MEYER, SOCIAL FREQUENCY MEDIA

such as Facebook, Instagram, Twitter, etc. “Omnichannel is the way to go,” Baggott says. “If you choose to be only on Twitter, think about all of the people you won’t reach.” If you have to choose just one ecosystem, Baggott recommends joining the Facebook portfolio, which includes Facebook, Messenger and Instagram. But he stresses that you should be running an ad within this realm to maximize visibility. “In general, without spending some money, you don’t have the chance to be seen, unless you make some viral-quality content,” he explains. “Don’t be on social media at all if you’re not doing ads. The good news is, a little money goes a long way on Facebook, and with digital advertising you can track the success of every campaign.”

At Little Pops NY Pizzeria, customers were encouraged to donate pizzas to frontline workers during the pandemic, with a counter shared via email and social media to track the program’s progress.

Stuart Meyer, founder and chief storyteller at Social Frequency Media in Naperville, Illinois, shares additional tips for making the most of digital and social media marketing: • Go live. Facebook Live videos improve your ability to reach your audience organically. As the pandemic closes indoor dining (and therefore limits in-person interaction), use these videos to show what’s happening inside your business. Aim for three- or four-minute videos twice a week and ensure that the business puts its best face forward (i.e, employees wearing masks, cleanliness prioritized, etc.).

• Concentrate on current customers. One-time deal seekers may never come back, but rewarding your most loyal customers with freebies is money well-spent. I recommend using 75% of your budget to engage current customers and 25% to get new ones.

• Mix it up. For email and text, build your contact list through a loyalty program. But make your email or text permission-based, building by one opt-in at a time—don’t just start communicating! Monthly e-newsletters can highlight your LTOs, for example. But don’t make it only marketing; use your storytelling, too. Text can be used to pep up business on a slow night or give important updates; for this medium, offer something that is valuable to recipients.

• Go grassroots. Little Pops NY Pizzeria added a QR code to its pizza boxes, and customers can scan for extra content.

We started with a welcome video, including bloopers-type outtakes for humor. Over a weekend, anyone who scanned the code and posted a picture of the box on social media (with the pizzeria tagged) was entered to win a free pizza. It adds to the customers’ fun and experience, and we get customers to do grassroots marketing for us!

• Stay engaged. Extend your in-store experience to social media. For example, you wouldn’t ignore a customer at your counter, so make sure to respond to messages online. Enjoy connecting with them and building those relationships. It doesn’t take a lot to make someone feel included!

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

Little Pops NY Pizzeria added QR codes to pizza boxes for customers to receive bonus content—and to participate in sweepstakes that generated grassroots marketing for the business.

4

BE AUTHENTIC. Meyer encourages pizzeria owners to think of their online presence (including marketing) as an extension of their customer service.

Show who you are: a hard worker who puts in long hours so families can enjoy great food and camaraderie at your establishment.

In pandemic times, meanwhile, show what you’re doing in terms of community involvement, such as giving back to frontline and essential workers. One of Meyer’s clients, Little Pops NY Pizzeria in Naperville, Illinois, told its own shutdown-era stories on social media, sharing info on delivering pizzas to hospitals and grocery store workers. It also offered a chance for customers to sponsor pizzas, donating $10 to have their name handwritten on a pizza box filled with food for deserving recipients. “We set a 10,000-slice goal at the start because that helps create the arc of the story,” Meyer says. “We tell that story through social media channels and email, updating our ‘frontline heroes counter’ once or twice per month, which encourages our community in difficult times and shows people they’re

valued.” Once the 10,000-slice goal is reached, the pizzeria will continue the effort, this time targeting “neighborhood heroes” who deserve recognition.

5

AVOID THE OBVIOUS. Getting real with your audience helps you stand out from the crowd—i.e., the sea of online ads.

After all, today’s consumers are accustomed to ignoring ads as they scroll through their social media feeds.

By crafting a post that’s less sales-oriented, you’re more likely to engage viewers. “If your ad looks like an ad, no one cares,” Baggott says. “Don’t just say, ‘$1 off spaghetti.’ Instead, have a beautiful picture that shows off the food or a family enjoying a meal. Make it look like a ‘regular’ post, and people will look at it for longer.” On the other hand, when scrollers spot a price, they’re more likely to think “transaction” and whiz right by it.

Ironically, Baggott says, taking the focus off a sale will be more likely to generate sales while building more rapport and trust with your audience.

Tracy Morin is PMQ’s senior copy editor.

Looking for exible dough processing equipment that doesn’t require wrestling around your kitchen?

AM Manufacturing’s dough dividers and rounders require lile operating space while delivering outstanding production numbers.

These machines handle dough gently, yet are strong enough to show it “who’s boss.”

For over 50 years, AM Manufacturing has been helping put dough in its place. Call today and let our “aitude” towards dedicated customer service and satisfaction work for you!

AM MANUFACTURING COMPANY

9200 Calumet Ave., Suite NW07

•

Munster, IN

•

219-472-7272

Features: • One person operation • 1 to 32 ounce range • 2000 pieces/hour capability • Stainless-steel construction • Standard 75 lb. hopper

STREAMLINE YOUR PROCESS WITH OTHER EQUIPMENT FROM AM: Pizza Presses, Crust Dockers, Proofers and Conveyors We also design, rebuild, consult and upgrade entire lines.

ROUND-O-MATIC DOUGH ROUNDER

Features: • One person operation • 1 to 32 ounce range • Stainless-steel construction U approved • NSF and UL

SCALE-O-MATIC COMBINATION DIVIDER / ROUNDER

•

www.ammfg.com

JANUARY/FEBRUARY 2021 | PMQ.COM

45

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

THE

MEMPHIS

CONNECTION Featuring slow-roasted pulled pork or chicken, barbecue pizza is a style fit for the King.

BY BILL DEJOURNETT

It’s the pie Elvis couldn’t help falling in love with. And since its creation in the 1950s, the barbecue pizza, typically featuring Southernstyle, slow-roasted pulled pork or barbecued chicken, has slowly gained a foothold on menus around the country. It has become so popular that even Domino’s offers a version, called the Memphis BBQ Chicken pizza.

JANUARY/FEBRUARY 2021 | PMQ.COM

47

Hard Knox Pizza offers wood-fired barbecue pizzas baked in about one minute to 90 seconds.

HARD KNOX PIZZA

At first blush, topping a pizza with pork shoulder meat might sound crazy, but don’t tell that to Jerry Coletta, owner of Coletta’s Italian Restaurant in Memphis, Tennessee. After his dad, Horest, invented the barbecue pizza back in the early 1950s, the Coletta name would eventually become associated with one of the greatest icons of the 20th century—the king of rock and roll himself.

The story of this Southern-bred pizza style starts innocently enough: In the post-WWII days, Coletta says, there were no pizza joints to be found in Memphis. “We had a local naval base back then, and the sailors kept coming in and asking for pizza, which my dad didn’t have,” he recalls.

Since many war veterans had acquired a taste for pizza while serving in Italy, the food was beginning to catch on in other parts of the nation. To capitalize on the trend, Emil Coletta, Jerry’s grandfather and founder of Coletta’s, dispatched his son Horest ( Jerry’s dad) to Chicago to learn the pizza making craft.

When Horest returned, they added pizza as a menu item. “It didn’t go over well, though,” Coletta says. Aside from the local sailors, he explains, “most people didn’t know what pizza was back then. It was a new type of food. So, to stimulate interest in pizza, my dad came up with the idea of a barbecue pizza.

It worked, because everyone knew what barbecue was. Even today, it remains one of our signature items.”

The barbecue pizza proved so innovative, it left the king himself all shook up. “One of our most famous customers was Elvis, back in the ’70s,” Coletta says. “[Presley and his entourage] would come in every week, bringing barbecue pizzas back to Graceland.”

“A lot of people say, ‘Barbecue on pizza—that doesn’t sound good. Pizza and barbecue don’t go together.’ I like to tell them that the marriage of barbecue and pizza is a match made in heaven.”

— JERRY COLETTA, COLETTA’S ITALIAN RESTAURANT A MATCH MADE IN HEAVEN

Coletta’s follows a fairly simple method in preparing its barbecue pizza, starting with the main component: pulled pork. “We slow-cook the pork shoulders in an electric cooker for eight hours, then bone it out,” Coletta says. “We bake the pizza crust with the sauce and cheese on it first, and then, when it comes out of the oven, we put the cooked pork on it and drizzle more barbecue sauce on top.”

Chris Galloway, proprietor of Pappo’s Pizzeria and Pub in Osage Beach, Missouri, features two varieties of pulled pork pizzas on his menu. His Apple Bourbon Pulled Pork pie features slow-roasted pork soaked in an apple-bourbon barbecue sauce, plus an olive oil glaze, mozzarella, red onions, smoked bacon and Asiago cheese. His Lone-Star BBQ pie, meanwhile, comes topped with either pulled pork or barbecued chicken, plus the same olive oil glaze, mozz, red onions, fresh cilantro and a drizzle of Kansas City-style barbecue sauce.

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

Priscilla Presley (right) still drops in for a visit to Coletta’s in Memphis now and then.

“We roast pork on a daily basis,” Galloway says. “We slowroast it and pull it. And we make our apple-bourbon sauce with real bourbon. Everything we make is from scratch. We mix the sauce in with the pulled pork and put it on the pizza.”

According to Galloway, his barbecue pizzas are consistently a hit with his customers. “I think that they are probably one of our top six sellers among our specialty pizzas,” Galloway says.

BRANDED FACE MASKS!

At Hard Knox Pizza in Knoxville, Tennessee, owner Alexa Sponcia sources his pork locally from Archer’s BBQ. Boasting a Memphis-style dry-rub, the pulled pork can be found on two of Sponcia’s pies—the Pulled Punch and the Barbed Wire.

The Pulled Punch is also piled with cheddar and mozzarella cheeses and onions, while the Barbed Wire showcases smoked mozzarella, jalapeños and bacon, all finished with a homemade bourbon reduction.

Sponcia says her neo-Neapolitan baking style prevents the meat from drying out. “We put the pulled pork on the pizza before putting it in the oven,” she says. “We’re true wood-fired, so it takes about a minute to 90 seconds to cook, and the pulled pork still tastes juicy and great.

“These pizzas have been on the menu since before I bought the restaurant five years ago,” Sponcia adds. “We also do a monthly special called the Cuban Punch. We use pulled pork for that, so it’s like a Cuban sandwich on a pizza.”

Sponcia says her pulled pork pies rank among her customers’ favorites, with the Barbed Wire edging out the Pulled Punch slightly. “People love pulled pork on their pizza,” she says. “It’s not super-heavy.”

Coletta agrees. “A lot of people say, ‘Barbecue on pizza, that doesn’t sound good. Pizza and barbecue don’t go together.’ I like to tell them that the marriage of barbecue and pizza is a match made in heaven.”

Bill DeJournett is a former PMQ contributing editor.

PREMIUM HOT BAGS B Y V E R S A - F L E X | MAKING BAGS SINCE 1991

440-327-2333 versaflex@gmail.com versa-flex.com 5yr Limite d FREE Velc Warranty* ro Replacm ent* *CALL FO R DETA IL

S!

Ask us about placing your logo on your PPE masks, hot bags, shirts, and hats!

JANUARY/FEBRUARY 2021 | PMQ.COM

49

SMART MARKET

PDQ SIGNATURE SYSTEMS DELIVERS DOORDASH “SELFDELIVERY” INTEGRATION TO JIMMY JOHN’S SPONSORED CONTENT

The integration allows the acclaimed QSR franchise to add more than 2,400 DoorDash service locations.

“With DoorDash Self-Delivery, we set out to build a product that would enable Jimmy John’s and other restaurants to reach DoorDash’s customer base while complementing their own existing delivery operations,” said Sanjay Kotte, head of strategic partnerships at DoorDash, in response to the recent integration with Jimmy John’s enterprise-wide PDQ POS system from PDQ Signature Systems, their longtenured point-of-sale provider. To date, PDQ Signature Systems is the only POS provider to accomplish a seamless, value-added integration to DoorDash’s new Self-Delivery platform.

As quoted by DoorDash, the integration allows Jimmy John’s, an acclaimed QSR franchise with 2,600-plus locations in 43 states, to add more than 2,400 DoorDash service locations while significantly minimizing changes to its in-store operations and ensuring that its existing menus and store hours stay synced with the DoorDash platform.

The DoorDash Self-Delivery feature complements Jimmy John’s stated philosophy on delivery, as it allows Jimmy John’s to list their stores on the DoorDash marketplace while continuing to use its own in-house drivers to fulfill deliveries.

The rollout comes after the concept was tested for six months in 100 locations. According to DoorDash, contactless curbside pickup at Jimmy John’s, also provided by PDQ Signature Systems, is available through the DoorDash platform, as is DoorDash’s subscription program, DashPass, which offers members unlimited free delivery fees and reduced service fees on orders over a low minimum amount.

PDQ Signature Systems previously provided Jimmy John’s with seamless value-added integration for online ordering, a facet of the business that has seen exponential growth over the years. “What we did for Jimmy John’s is typical of what we do for all of our POS customers,” said John White, EVP/CTO for PDQ Signature Systems. “The value we add—especially when it comes to third party integration—is both measurable and meaningful.”

With over 34 years of proven experience in developing innovative fast-cycle products and services for restaurants, retail and casinos, PDQ Signature Systems, a multi-award-winning technology solutions company, is a marketplace leader with its feature-rich PDQ POS, the “fastest and easiest point-of-sale system available.”

With holistic, fast-cycle solutions for sustained growth and cost savings, PDQ Signature Systems has become a single-stop partner for point-of-sale, with essentials such as mobile POS, self-serve kiosks, delivery and contactless functionality, native online ordering, native rewards/loyalty, native cloud-based enterprise reporting, natively integrated digital menu boards and text-overlay camera systems, cyber/data security with PCI compliance, RESTful APIs and more. To learn more, visit PDQpos.com, call 877-968-6430 or email info@pdqpos.com.

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

PDQ POS

SPONSORED CONTENT

IDEA ZONE

Tap the Table Lets Restaurants Collect Their Customer Data From All Third-Party Delivery If you’re sick and tired of paying 20% to 25% or even more in thirdparty online ordering commissions and fees, the new Facebook App called Tap the Table (TTT) is for you!

While many restaurants and pizzerias may agree that these third-party services are necessary during tough times, the fees and high commissions are a serious burden. Plus, while it’s great to get customers from anywhere, being so dependent upon those thirdparty services is just not efficient or sustainable.

Why and how did these digital delivery services gain so much power, anyway? Well, as they say, the money is in the list! These large companies have a big checkbook and can easily acquire new customers with their technology. However, restaurants are prioritized most often when they offer big discounts. So not only are these guys taking commissions with each delivery, which hurts your profits, they are now asking restaurants to discount even further.

Fortunately, the ultimate digital solution has finally arrived with Tap the Table. Collecting data from your customers who order online through third-party services has been impossible. Their contact lists are carefully protected, and they will never share information with you. So it’s time to take back your customer data!

How, you may ask? When your restaurant or franchise signs up to get started with a free Tap the Table account, your customer database will automatically grow with every single online order. Even better, you’ll instantly start turning your comments on social media into real paying customers. Imagine being able to reach back out to every customer who left you a great comment about your food. The possibilities are endless!

With TTT, your restaurant can also automate the process of gaining great reviews on Yelp and Tripadvisor. And you can easily send trackable coupons and other promotions directly to your entire customer list using TTT’s built-in Email and Text Message Marketing Suite. You’ll never pay for a social media ad to reach the same person twice (read that one again—it’s huge!). And TTT offers many more amazing restaurant-centric features.

Finally, you’ll never pay a commission or unnecessary fee with Tap the Table! Why? Because, at the end of the day, these are your customers we’re talking about, not any third-party service’s customers—and not ours, either. With TTT, all customer data belongs to you.

Sign up for a risk-free trial—no credit card or email required—at tapthetable.io.

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

PRODUCT SPOTLIGHT

WHALEN PACKAGING

With eye-catching designs, Whalen Packaging’s custom printing empowers you to stand out against the competition and build your pizza restaurant brand. Custom print packaging is a marketing tool that showcases your product and takes your business to the next level. Branded packaging is the silent salesperson that helps you develop a unique and memorable brand identity. 888-400-3455, WPACKAGING.NET

WOOD STONE CORPORATION

Wood Stone’s Fire Deck 9660 has two working doorways that allow you to maximize your menu without expanding your footprint, playing the role of two ovens in the same amount of space.

You can set up separate make lines where multiple chefs can easily access the oven and cook at the same time. Perfect for takeout and delivery, this oven is built for high throughput!

360-650-1111, WOODSTONE-CORP.COM

PORTION PADL

The Portion PadL is the only patented pizza cutting board custom-made to each client’s pizza size and slice application. No matter the size and shape of your pizza and regardless of how you cut it, the Portion PadL will deliver equal slices. Simple to use, the Portion PadL improves kitchen efficiencies and reduces food waste, making every slice a profit center.

330-608-5928, PORTIONPADL.COM

NUTELLA

There are many exciting ways to utilize Nutella within the pizza segment. Dessert pizzas, for example, are a perfect fit. Dessert pizzas featuring Nutella have increased 28.6% on restaurant menus in the past two years. You can offer additional fruit toppings for unique dessert pizzas and wow customers with a delicious treat. For a recipe and to learn more about Nutella, visit FERREROFOODSERVICE.COM. 800-408-1505

PERFECT CRUST

The Perfect Crust Pizza Liner eliminates the cardboard taste that you get without a liner. The liner absorbs grease and allows moisture to escape, which ensures a crispier crust every time.

The Pizza Liner also keeps pizza 12°F to 15°F warmer upon delivery. As far as sizes, Perfect Crust offers liners that go from 7” to 20” for round liners, plus a single-slice liner and four rectangular offerings. Contact Perfect Crust for a free sample!

800-783-5343, PERFECTCRUST.COM

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

PIZZA INDUSTRY BULLETIN BOARD

JANUARY/FEBRUARY 2021 | PMQ.COM

55

PIZZA INDUSTRY BULLETIN BOARD A De or

EEzer FRppeti ssert

R

•

y Down - Mail & Pay Weekly No Mone

,G me Ti od Go

& ple eo dP oo

.co

ww

s

ark

F OF

ND

D KE BA

le) t ab

a re

dS

d ffe

ea

wit

Cr

,C ps llo

Stu

ca

I ST PA TI AN

Se

DS LA SA

ail

em

h w.t

27

5

-4

57

-4

88

1-8

m

A ST PA

I ND CO SE

er

r

4

®

Sh

ail

M

01 ©2

IA OL VI RA

½

EE FR

se ur Co r n ou y ai Y a M on rthd Bi

F OF

th Sp

d

y t ou an sen 8 80with pre .

7-1 ed ust nly 77 bin M e o 5) com ecial.d tim (77t be or spimite o n n er . L Caer offupon 1 oth co

np po

5e Diencniael

y t a t 8 an sen us h v 80with pre .

(M wit 7-1 ed ust nly 77 bin M e o 5) com ecial.d tim (77t be or spimite o nn er . L Caer offupon oth co

$

c ne

ET R E 801 S T 89 8 0 8 ER DA 7-1

An Affordable Solution For Your Shop’s Budget To get a quote call 610-463-0508 or visit themailshark.com/PMQ20 7 V om v IL VA ) 7 v.c osn 1 S NE (775 osn ucian ay 35 O, n /L rid m -F 0p m K cia om y .c p :0 a EL .lu ook nd - 2 :00 o ay w eb M am - 9 rd m ac :00 pm Satu 0 p w www.f 11 0 :0 s: 5:0 w r -9 ou urs: m 0p hH o nc r H 5:0 s: Lu inne ur D Ho er nn Di

4 3/1 4/2

0 :2 11

AM

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

od Fo od Go

rk ha

E se N NU @ P Chee I N ME DI go ia s E •D W OK h A s e CH wit NE a ato TI c h ell r S om AR ina za KE d T D Sp oz CA aste AN and R dM il, 2 ACHhoke CRAaBnd Ro ATTEms an eO IN tic P PL roo st liv M uc e SP y ar TA ush oa hO LU r Sa am ET , M ta T SE wit re ste s t H RE lla e ob hC SC atoe iaba AP zare laz hL Ric RU m C C it o h B rs O oz ic G W d T wit pe AD o, M am ate ON d ca in OC cad als th LM , an ar AV Avo nd B ro M SA ato a S eb sil es, sil d, ED tom Ba AM win ato Ba rie OK te, @ a ra m TI -f CL hite SM uet To D IT e e p in w g d • ar BE nd FR d d ce ba ce M R Sli TI an Sau ER , a ed c nd E H lic ET red ara s, Sli ha ar N ea ac NU AR lou in ,g in rP M ly f ar ato @ NA Sp I N ME ga LA ght h M om Su ing AG s, D T s, CA , li wit •D W AS oom e n LA toe ess uid ed I auc E L sh r gs esa v q SA ma Dr L NE D pin rm AG Mu IO an S y S s er ON s, To amic Pa V es ab US se, LA top il M d B O L ut als SA ee E RAarm SA nal an ed N Ch o SA aln nd B P I ce AN as IA h 2 OK y er b OL au es NG s, W o a RI h s e AL wit ICH ream AVI m S LI nd H ato KI rot cad air o IT ta TA it T C m a s H r O o R o a el To GE ed w ARwith EF ushr AVI auce Ca Av eP TA nd ng E V E er v ix, ins, R S ad T A d a B M e A @ R r M E de us ER lad s rv g M ais my STE bste PIC rag EPP Ma 2 ouse Se m o ea rin Cr NN S a oo H Cr LOB y L ON spa E P ouse Sp DI den sil hr ith am Ba re d us LM , A IO H e , h ar w ye M lla CC c e SA ac Cr ed rG La G pin CA Sau ha are ith pp S z N it r S K Ou z E w To KI ith ONeppe EA s w RI Mo ed rv 2NIANuini w MIGlaNck P YE STn Beane CUT FFresh ONSrbes Se I e E ee uc D es, A g T B ON d H N ato SM Lin LLE and RIB Gr Sa es n TA ade F FI san ED and zola HATom ZED i an ato esa n I in H , e rm e M EE rme ILL toes rgo om IT etta EL ch B a us as Pa M uc dT s GR Pota r Go R W anc Z S u Ho 8oz my P nd NA aste o GE f, P ARA ed rch s er OP a ra g re a atin C aute CH ach MA Ro R ee pa Ov Pu tree Gr As hC BU 0% B ITH to, S MB Spin RO with n th y t er nd wit O'S d 10 W ot 8 an sen ov wi f 2 E LA rlic AK ed sa tto ed 80with pre . ed AN un ASS Ris TIC , Ga STE topp TO atoe ciu rv o rv 7-1 ed ust nly CI ro os B ato i Se S es T m , Se 77 bin M e o Pr LUuse G SEA om ME tato ORK olin ISO To T tto 5) com ecial.d tim c h T ith O E o iu c o Y 1 c P D (77t be or spimite L R it CA w ro RU ver ,H os ee o ed R E 98 0 EW d B TAI tto w OC ach u n ME d o NI P r n n er . L tr sh , N n T d e a in o B 8 Caer offupon nB ve S M ED es a ER Ris IM d Sp Sauc ATOcetta e En on A sca s er T n oth co n uc sto ILL tato BST ster Tu E R D 08 RIG Pa Sa ny Sec AL s a ato Pe omnv GR d Po LO Lob K S toe om GE ith rlic LV VA 18 w/ P e LS C ta T A w a y A the d SI E 77- nv.cianos ked IM i a sh d an DU d Po ight AUS toni e G BAL ce o sk Bu t M ali 51 , N ) 7 Oil HR hin o s uc e L ab a in T u S rco ri e a S e 3 n Ge Cr e. V KO 775 ian m/L f unde se theu hav ash nd DE Rig e W EA ra S ND Zucc N liv esa er M a & alu nly) A ade hit D M ina dO A h SA sta rm EL ( .luc ok.co ptionayo incrrveaer if. yo ov o er asta rv an Pa E M M W AN Mar OPS wit ME Pa ed ov rP sse u r s w acebo onsumood m ur seements R ir rv sa n I ve L to US se i in ed u a t e r le h ho A ic L Se rv lo dO HO t Ho colin ETT ust CA Riso T P el H c rm w www.f visory:, Cor ses.afAlertreyoquir Se y t ve ua lun g R Pa a S ry gs 8 an sen w eq GH a O tta AN An LIO es, g he roc s er Ad , eg esse ieta 80with pre . er s (of W B SPA ith MB ance GPL ver E O Flak ce rin mer ltry e il ln ia l d ap le au 7-1 ed ust nly W du U o nsu pou rn ec P C G S J a IO ili ho 77 bin M e o Co eat, dbo sp nd IC led AL Einar GL , Ch E esto 5) com ecial.d tim m f foo W sa n c, sa c M e P ff A D e r o (77t be or spimite SA Tru ION Ma O’S Garli ER d in LE Bean arli rm o V e O Pa nn er . L N , ,G A L er IT ic S I t s n s te d B Caer offupon r Ov AD Rus CIA atoe UIN sau ED ree S an pe R h N sil U m oth co ep G le ST G T L a h a o P it W c W d T LINnd K CRU wit RA lla, B CO Red P e la a rie arli sta A N ed ch OND zaio AM zzar Pa dG nD BI ush iz ina E o an Su ine Sp ALMLa P CR h M INI s, Cr m rs, D O uc c a, y oo pe a ell GU toe Oil FRE Fett da hr KA wit Ca a N , th tab A us L r asta OD asta LI m ve ch or bir ) V P D , To , Oli N Ae ove SALella M hP ina ,P O e s on d ID Sp us wit ad FO wn ine K E uc AR tab be li ra g ed A ra W HIC e Sa M or eM E pa rv S N hP us C es s, P Se As D he KE it Ho lam IC w LE C er IL ade CH Pasta Ov GRse M ED ver u FF o Ho TU rved S se my m oo hr us hM

direct mail. weekly

(O

30 51

re customers with o m t e G

PIZZA INDUSTRY BULLETIN BOARD

# OF UNITS 7482 5876 4262 3199 1400 1372 907 855 548 548 541 468 452 427 423 397 345 331 227 226 221 218 215 214 212 191 185 171 170 153 135 123 118 109

CHAIN NAME PIZZA HUT DOMINO'S LITTLE CAESARS PAPA JOHN'S PAPA MURPHY'S PIZZA CASEY'S CARRY-OUT PIZZA MARCO'S PIZZA OLIVE GARDEN THE GODFATHER'S PIZZA HUNGRY HOWIE'S PIZZA CHUCK E. CHEESE'S PIZZA PRO MOD PIZZA ROUND TABLE PIZZA CICIS JET'S PIZZA SBARRO BLAZE PIZZA CARRABBA'S ITALIAN GRILL CALIFORNIA PIZZA KITCHEN MOUNTAIN MIKE'S PIZZA ROSATI'S PIZZA FAZOLI'S FOX'S PIZZA DEN PIZZA RANCH MELLOW MUSHROOM VILLA FRESH ITALIAN KITCHEN SIMPLE SIMON'S PIZZA DONATOS PIZZA PIZZA INN PIEOLOGY PIZZERIA MAZZIO'S ITALIAN EATERY PIZZA FACTORY OLD CHICAGO PIZZA & TAPROOM

The PMQ/CHD Top 400 Pizza Chains

THE AUTHORITATIVE GUIDE TO PIZZA CHAIN MANAGEMENT AND BUSINESS RESEARCH

PMQ and CHD Expert have collaborated to present the Pizza Industry's most authoritative directory of pizza chain management and pizza chain business information.

This 2020 Pizza Chain Directly Identifies the top 424 Pizza Chains with headquarters, management contacts and unit locations.

• • • • • •

Yearly Chain Sales Number of units Average Check Headquarter Locations, Titles, Contacts 11,000 Email Addresses 55,000 Phone Numbers

• • • • • •

38,000 Individual contacts Years in Business. Pizza Concept ID Number of employees Menu Type and Pizza Concept ID Latitude/Longitude of each unit Market segment and description

For purchasing information, visit pmq.com/pizzachain400

JANUARY/FEBRUARY 2021 | PMQ.COM

57

THE PIZZA EXCHANGE

ACCOUNTING

CHEESE

BAKING STONES

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

FibraMent.com | 708.478.6032

BOX RECYCLING

CHEESE SHAKER LIDS

CHEESE

COMPUTER SYSTEMS: POINT OF SALE

Authentic Flavor for Modern Menus

CALL (800) 824-3373 OR VISIT SAPUTOUSAFOODSERVICE.COM Mozzarella I Provolone I Blue Cheese I Gorgonzola I Asiago I Romano

thrivepos.com

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

Always be ready for the rush.

Request a demo at hungerrush.com/demo

Choosing a POS: right the first time speedlinesolutions.com/PizzaPOS 1-888-400-9185 58 PMQ PIZZA MAGAZINE | THE WORLD’S AUTHORITY ON PIZZA

PIZZA INDUSTRY RESOURCE GUIDE

COMPUTER SYSTEMS: POINT OF SALE

COMPUTER SYSTEMS: POINT OF SALE

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

Always be ready for the rush.

DESSERTS

Request a demo at hungerrush.com/demo

Be Inspired. Be Creative. Be Original.

Red, White, and Blue Pizza with Nutella速

Fried Pizza Dough with Nutella速

Breakfast Pizza with Nutella速

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

DOUGH

DELICIOUS MADE-TO-ORDER BREAD AND PIZZA DOUGH Old World Tradition with New World Convenience.

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

877-968-6430 PDQpos.com

www.mamalarosafoods.com

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

DOUGH BOWLS

CUTTING BOARDS - EQUAL SLICE

JANUARY/FEBRUARY 2021 | PMQ.COM

59

THE PIZZA EXCHANGE

DOUGH DIVIDERS/ROUNDERS, PRESSES/ROLLERS

FLOUR

CRUSTOBSESSED?

So are our flour experts.

Learn their secrets at: ArdentMills.com/ThePizzaHub

A revolutionary ingredient changing the way people enjoy Italian cuisine Carlo F. Pedone • 414.301.4245 • carlo@pinsaromana.us

Learn more about Pinsa Romana or attending the academy: pinsaromana.us • pinsaschool.com

of below and sign-off on the advertisement as shown or indicate changes in the column.

Please return this signed proof to Stacie Dennison at either: 150 years of premium pizza flour Email: sdennison@pizzatoday.com Heckers & Ceresota or Fax: 502-736-9518

The Original Dough Box

SINCE 1843 THE UHLMANN COMPANY

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

1-866-866-8627

HeckersCeresota.com

FOOD DISTRIBUTORS

DOUGH TRAYS/PROOFING TRAYS

FRANCHISE OPPORTUNITIES

• Dough Trays -Standard Standard && Artisan Artisan Sizes Sizes – extremely – extremely durable durable and and airtight. airtight.

Outlasts all other Plastic & Fiberglass Dough Trays!

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

• Dough Scrapers – two ergonomic designs.

• Dough Tray Dollies – heavy duty.

The preferred dough tray of pizza operators in the US and Abroad for over 30 years!

Order by phone or online.

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

◆

Dip into the

sweet life.

The Leader in Dough Handling Products

FRANCHISE WITH US

FLOUR Scan for Demo

Premium Flours Make Gluten-Free Tasty & Easy!

Tel: 310-366-7612 E-mail: sales@authenticfoods.com Web: www.authenticfoods.com

pmq.com/Recipe-Bank/ 60 PMQ PIZZA MAGAZINE | THE WORLD’S AUTHORITY ON PIZZA

PIZZA INDUSTRY RESOURCE GUIDE

GLUTEN-FREE PRODUCTS W H O L E S O M E

&

MAILING LISTS

D E L I C I O U S ™ WHOLES

OME & DELICIOUS

™

NEW RESIDENTS = NEW CUSTOMERS

GET YOUR SLICE OF THE PIE! Marketing Assurance

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

Call Us Today 1-800-729-6518

MANAGEMENT Scan for Demo

keep more of your hard earned dough!

3 money saving programs:

Premium Flours Make Gluten-Free Tasty & Easy!

Tel: 310-366-7612 E-mail: sales@authenticfoods.com Web: www.authenticfoods.com

sCheduLing • aTTendanCe • daiLy Log

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

www.timeforge.com 866.684.7191

save time and increase profits!

MACHINERY/EQUIPMENT

HONEY

MARKETING/PROMOTIONAL MATERIAL INSURANCE

PIZZAPRO INSURANCE PROGRAM Insurance Designed for Pizza Delivery Operations HAVE YOUR AGENT CONTACT US TODAY!

Julie Reisinger: (717) 214-7616 | amwins.solutions/pizza

MEAT TOPPINGS

MAGNETS

BRAND

SCRATCH FLAVOR WITHOUT THE HASSLE SEE THE BEAUTIFUL DIFFERENCE AT FONTANINI.COM Meatball and Rustic Pepperoni pizza

©2020 Hormel Foods, LLC

JANUARY/FEBRUARY 2021 | PMQ.COM

61

THE PIZZA EXCHANGE

MIXERS

MIXERS

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

Heavy Duty MIXeRS

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

www.pizzamixers.com • 1-877-R-MIXERS

2-Year Warranty

60 qt. Pizza Mixer handles 50 lb. bag of flour Direct gear drive transmission • Rigid cast iron construction

Globe Food Equipment Co. | www.globefoodequip.com MOISTURE-ABSORBENT TOPPINGS CONDITIONER/SUPPLIES

ON HOLD MARKETING/PHONE SERVICES

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

PIZZA INDUSTRY RESOURCE GUIDE

ON HOLD MARKETING/PHONE SERVICES

PIZZA BOXES

Detroit Style Flatbread Artisan Roman Rectangle Pizza Boxes

ONLINE DATA REPORTS

Please Contact Your Whalen Sales Representative Today!

Euromonitor International Your Strategic Partner for Company Growth

Distribution Center Locations

California | Michigan | Texas

For more information visit www.euromonitor.com

(888) 400-3455 wpackaging.net

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

312.506.4060 | info@technomic.com

ONLINE GROWTH PLATFORM

ONLINE ORDERING

PIZZA DOUGH, PLANT-BASED

LET’S GROW TOGETHER. RICH’S NEW PLANT-BASED PIZZA , FLATBREAD AND ROLL DOUGH.

DISCOVER OUR ENTIRE PLANT-BASED PORTFOLIO AT RICHSFOODSERVICE.COM/PLANT-BASED-SOLUTIONS

PIZZA DELIVERY THERMAL BAGS

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

SliceLife.com/JoinNow or (844) 880-2346 PINEAPPLE

PIZZA BOXES

Cut pizza. Not corners.

Your pizza. Our box. Quality matters. westrock.com/pizza

JANUARY/FEBRUARY 2021 | PMQ.COM 15231 WR Pizza ad 3.5 x 1 FINAL 010820.indd 1

1/8/20 11:54 AM

63

THE PIZZA EXCHANGE

PIZZA OVENS

Stone Deck, Pizza Dome, and Bakery

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

TRADITIONAL, FAST CASUAL, ARTISAN...

WE’VE GOT PIZZA COVERED VENTLESS IMPINGEMENT CONVEYORS, BATCH, AND ARTISAN BATCH OVENS 1-800-90TURBO | www.turbochef.com

PIZZA OVENS

the POWER to

PERFORM woodstone-corp.com

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

PIZZA INDUSTRY RESOURCE GUIDE

SAUCE

PIZZA PEELS

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.

SCALES

Find your scale at YamatoAmericas.com

TELEPHONE EQUIPMENT/SUPPLIES/SERVICE PIZZA SUPPLIES

• Pizza Preparation and Delivery Products •

TOMATO 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

PRINTING

610-463-0508 | themailshark.com/PMQ20

WINGS

SAUCE

pmq.com/Recipe-Bank/ JANUARY/FEBRUARY 2021 | PMQ.COM

65

PIZZA HALL OF FAME

(Clockwise from top left) Thomas Schiano joined the family business as a youngster; Thomas works the ovens in the late ’70s; Thomas’ parents, Antonio and Antonietta, became U.S. citizens in the early ’90s; Antonio and his son Luigi man the operation in the ’70s; Mama’s Cafe Baci has undergone numerous expansions over 50 years.

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

MAMA’S CAFE BACI From modest strip-mall pizza shop to diversified, full-service restaurant with a boutique wedding venue, this business has surged ahead by light years since its 1970 launch. BY TRACY MORIN When merchant marine Antonio Schiano relocated his family from a small town outside Naples, Italy, to the United States, he was looking forward to a better life. His brother had just opened up a small pizza shop in a strip mall in Hackettstown, New Jersey, called Mama’s Cafe Baci. “My father moved knowing that he wanted to help with the business,” says Thomas Schiano, Antonio’s son and current owner with his brother, Luigi. “He worked 12- to 14-hour days, but it was better than being away for a month or two as a merchant marine. Within a few years, my uncle moved on, my father bought out the business, and my brother and I dove in.”

Always saving money to expand, the family plotted careful but impressive growth: By 1985, the business moved to the corner spot in a five-store plaza across the street, and many expansions later, eventually encompassed the entire plaza. Antonio semi-retired in 1990, sticking around to provide guidance as his sons worked to elevate the business further. “We wanted to be on the forefront, without losing touch with our roots and who we were,” Thomas explains. “My parents passed on integrity and hard work. My father always said, ‘Everyone can do what we do, but the difference is customer service.’”

The Mama’s Cafe Baci focus on customer service extends to those with special diets; it has been a gluten-free hotspot for 15 years and offers vegan and vegetarian menus. The unique concept of Duets—two dishes paired to provide a familiar food with something more experimental—now comprises 60% of sales. Once only pizza and sandwiches, the full-service restaurant now offers an extensive menu, while Mama’s 201 Fifth Bar serves up libations alongside nightly live entertainment. Less than 15 miles away, a boutique venue, Bello Giorno Estate, hosts weddings and other events in intimate, Italian-style surroundings.

The restaurant has grown to more than 40 employees, including two sons of Thomas and Luigi, bringing in the third generation to serve families who’ve remained loyal through three or four generations themselves.

Mama’s Cafe Baci has received awards for its give-back community efforts, while Thomas often doles out pro bono advice to aspiring business owners at lunch meetings. “I believe there has to be family involvement,” Thomas says. “The crop doesn’t grow without the farmer’s footsteps; you need sacrifices and commitment. A hundred things have to be right before you even cook your first meal. I can have weekends off now, but it’s been 50 years—and I don’t take them off. I always plan on being here.”

Tracy Morin is PMQ’s senior copy editor.

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

®

SMS-60 MEAT SHREDDER PULLED PROTEINS

CHUNKY CUT PROTEINS

SHREDDED PROTEINS

From pulled, chunky, to shredded, this machine does it all • • • •

Increase Production Provides Product Consistency Saves Ingredients & Labor Great for Pizza Toppings & More!

Enhance the Taste with Fresh Shredded Ingredients The compact SMS-60 SHREDDER is simple to use

1

Place the protein into chamber

2

Rotate handle

3

Finished product drops into bucket!

978.667.3355 800.772.4404 www.smrset.com somerset@smrset.com

SOMERSET INDUSTRIES, INC • 137 PHOENIX AVE • LOWELL , MA 01852 • U.S. A .

Boneless Wings!

Whole boneless chicken breast, lightly seasoned and breaded

Pair with the sauces that made us famous!

www.LANOVA.com

@joeylanova @joeylanova @lanovawings

La Nova Wings

Open camera and scan code to learn more!

BILLIONS & BILLIONS SOLD!

-Joey Todaro, III,

Wing King