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Sudsy Sales 78 Sign Language
SUDSY SALES
With plenty of advance prep and attention to detail, microbrewing can offer a healthy boost to your bottom line.
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BY TRACY MORIN
Ah, pizza and beer—these two fermented wonders seamlessly combine to offer a match made in any menu heaven. But some pizzeria owners have decided to upgrade this natural pairing even further by crafting their own beers in-house. “Our customers love all things local and artisan, so the investment has been absolutely worth it for us,” says Louise York, owner of LouEddies Pizza and Brewery in Skyforest, California. “I think beer makes LouEddies a more interesting restaurant. In the words of our brewmaster, Hunter Goniea, beer just makes the entire experience better—and we sell more beer because of how well it pairs with the flavors of our pizza.”
At LouEddies, a historical cabin on its property houses the beer making equipment, which customers are invited to view.
LOUEDDIES PIZZA AND BREWERY
A WHOLE NEW WORLD
Starting up a microbrewing operation within your pizzeria is a serious consideration and requires a slew of research and planning ahead. First, get to know your local regulations. Requirements vary by location, but in California, York needed to obtain licensing from the Alcohol and Tobacco Tax and Trade Bureau at the federal level, as well as the state-level California Department of Alcoholic Beverage Control.
The licensing process took almost one year, York says. “Turning our beer and wine license into a beer manufacturing license involves paperwork and ongoing inspections. You have to account for all of your grains and how they turn into salable beer. They can come in and ask about your cost of goods. It’s an added layer of doing business.” In addition, you’ll need proper insurance to cover people who are allowed into the brewing area.
Doug Walner, owner and executive chairman of NOLA Brewing and NOLA Pizza Co. in New Orleans, also stresses the importance of checking with your state for the rules around alcohol production and sales (which may vary according to whether your business is considered a brewpub, microbrewery or large-scale brewery). Are you allowed to sell other companies’ beers or other alcohol in addition to your own beers? Are you allowed to package and sell your beer to other stores? Are there age restrictions you must keep in mind for both customers and employees?
“Alcohol is a highly regulated business, so manufacturing beer on-site has serious business ramifications,” Walner explains. “Really think through what you want to do, understand what you need to do, and definitely engage in advance planning.” For assistance, he adds, contact a lawyer in your state who specializes in alcohol-related regulations.
Mark McClain, owner of Drop the H Brewing Company, which serves up its beer and pizza in Pittsburg, Kansas, agrees that the two biggest challenges of adding a microbrewery business involve regulatory and complexity concerns. “Getting licensed and maintaining compliance add to your workload,” McClain says. “You’re adding complexity by running two operations, a restaurant and a brewery. While acknowledging these challenges, in our case, they have proven manageable and well worth it.”
LAYING THE GROUNDWORK
When you’ve decided to add microbrewing to your operation, you’ll need to explore additional key factors, including developing the ideal beer recipes and purchasing the proper equipment, plus setting aside the amount of space the brewing will require. “The biggest thing to consider is the equipment, layout and design and what that will mean for your business,” Walner says. “What kind of room do you have? You don’t
— LOUISE YORK, LOUEDDIES PIZZA AND BREWERY
NOLA Brewing, traditionally a beercentric operation, has diversified its business by expanding into New York-style pies with NOLA Pizza Co.
NOLA BREWING/NOLA PIZZA CO.
— DOUG WALNER, NOLA BREWING AND NOLA PIZZA
need to go big, but you do need certain equipment, and some systems are designed to fit in smaller spaces.” In addition, Walner adds, other challenges can crop up: What unpleasant odors might emit during the fermenting process? Do you have proper ventilation to combat them? How will you handle the disposal of spent grains (i.e., do you have external storage)? If you’ll be bottling or canning your beer, you will require additional equipment—but you may choose to offer only beers on draft when you’re just starting out.
At LouEddies, the cost of initial investment for brewing operations totaled $25,000 to $30,000, but the building used (a historical cabin on the property) required fundamental upgrades, such as weight reinforcements and drainage. “The first step is outlining the space,” York explains. “We have dedicated 350’ to our Nano Brewery System, the fermenters, and the storage of grains and goods. And most important in incorporating a brewery is having great beer product. We were self-taught through classes and videos, but we also reached out to the brewer community and had many mentors in our brewery offering suggestions and assistance. We’re still learning every day!”
To hone his craft, McClain attended and graduated from the University of Vermont’s Business of Craft Beer program. If your pizzeria is still in the planning stages, he says, incorporating a microbrewery into the operation is fairly simple. But, for existing pizzerias, a number of factors will impact this addition. “Look at your available floor space, intended production scale, regulatory considerations, etc.,” McClain advises. “Fortunately, many of these hurdles can be accommodated—there are numerous vendors and many options to customize equipment to meet any given situation.”
York believes it was advantageous to establish her restaurant business first, building up a dedicated clientele over two years before introducing in-house craft brews. She believes that the process of adding beer shares many commonalities with developing the perfect pizza menu, but for brewing newbies, it’s a good idea to seek assistance. “Bring in a seasoned brewer to help, or you’ll have a very steep learning curve,” York warns. “I work with my restaurant employees who are interested in learning about beer, but I know other breweries that opened with the help of the home brewer community. Those people are passionate and love working with new equipment.”
MAXIMIZING PROFITS
McClain’s combination brewery-restaurant operates with the tagline “craft beer, craft pizza, craft experience.” Though he admits that equipment costs can be a barrier to entry—and many other factors must be considered to make the financial case for the investment—he believes that offering both pizza and beer creates a healthy uptick in profits. “On a macro scale,
Customer tours of its brewing operation allow staff at Drop the H Brewing Company to make the connection between brewing beer and baking pizzas.
Brewers Association economist Bart Watson has many studies that show the success rate of brewpubs compared with that of restaurants—and it’s not even close, McClain notes. “I could point to many ways the brewery side of our operation adds to our profits: providing additional revenue streams, expanding the universe of potential customers, market differentiation and more. I also like the synergy it affords and how we can tie the two operations together to demonstrate the value proposition we offer.”
At LouEddies, York has also landed upon improved profit margins by selling her in-house beer on draft and in 22-ounce bombers for takeaway. Though the pizzeria has a vast offering of beers and wine, its own beer makes up an average of 30% of total alcohol sales. “We also have a lower cost of goods sold and a higher perceived value on products made in-house— fresh beer is just better,” York says. “A pizza restaurant with a brewery is a low-risk business model, since a busy restaurant has a built-in consumer. Our guests come in for pizza and buy beer. But you have to make great beer, and that’s easier said than done!”
McClain has also found that his food customers are naturally attracted to the brewing side of his business. “People like to understand the brewing process, so after touring our operation, we like to draw upon the similarities between brewing and baking,” he explains. “Just as we make our beer on-premise, we make our dough, sauces and dressings on-premise. Just as the beer is unpasteurized, so too is our pizza. For example, we shred our own cheese—no stabilizers, just fresh cheese. People respond to that. Brewing on-premise lets us engage our guests more intimately, and that’s a big plus.”
For York, the brewing biz even offers unexpected perks among employees. “There is an added benefit for us in employee retention,” she says. “Many of our pizzaioli have an interest in brewing, and we welcome them in the brewery. It offers our employees the opportunity to learn a trade, and we are happy to have that for them.”
Finally, simple steps can entice beer trial when you’re just starting out. In addition to sampling, Walner recommends offering easy ways for customers to get hooked on your brews, such as special dinners with pizza-and-beer pairings or flights of beer to serve up several styles in smaller pours. “People like to try beers and find the particular one that fits their palate, then buy the full size,” he explains. “You can be free with tastes, because beer is very profitable, a high-margin product, when made in-house. And it’s fun, too—who doesn’t want to have a slice of pizza and a beer?”
DROP THE H BREWING COMPANY
Mark McClain, owner of Drop the H Brewing Company, honed his crafts at a pizza school and through a university’s beer program.
Sign Language
Digital signs can boost sales, convey key information to customers, eliminate pre-pandemic paper menus and reinforce your brand via more dynamic, engaging messaging.
BY TRACY MORIN
Whether customers are visiting your pizzeria for carryout and to-go orders or spending some dine-in time, digital signage can help create a more immersive, interactive experience for them. And, for the operator, these signs point customers to higher-profit food items, enable up-to-the-minute menu pricing and availability, and—especially important in today’s climate—eliminate the need for potentially unsanitary paper menus.
At Pizza Guys, digital signs highlight not only menus but of-the-moment updates, like information on current charitable campaigns and COVID-19 cleaning procedures.
PIZZA GUYS
— DAN BEJMUK, DREAMBOX CREATIONS
“The biggest benefits are that they encourage impulse buys, help create habitual consumers by displaying daily or real-time specials, and may even help recapture customers or increase the purchasing frequency of current customers by introducing or promoting new menu items,” explains Darren Easton, vice president and creative director for The Cyphers Agency in Crofton, Maryland. “Most simply, your digital signage can and should be an essential aspect of your marketing, and investing your time and effort in making it the best it can be is, in our experience, time and effort very well spent.”
PANDEMIC-ERA UPDATES
Most COVID-19 restrictions have been lifted or eased in many parts of the country, but operators still need to present the most accurate information to their customers. And as supply chains continue to face interruptions—and shortages and sellouts remain commonplace—keeping menus up-to-date continues to be a challenge. “During the pandemic especially, you want to have the current pricing and availability for your menu items everywhere, from your POS system to third-party platforms to your in-store menus,” says Dan Bejmuk, CEO of Dreambox Creations in San Dimas, California. “There has been more movement toward one-time use menus or those that can be sanitized between uses, but these incur either more printing or labor costs.” Digital solutions, of course, can offer an alternative to both of these options and possibly save money in the long-term.
Furthermore, as some customers remain wary of dining in restaurants and have reduced the amount of time and money they’re spending outside the home, Easton notes that it’s essential for restaurant operators to do all they can to reach consumers—including diversifying how they use their digital signage. “Whereas you may have simply ‘set and forget’ signage with your hours and weekly specials in the past, you should now utilize it to communicate diverse messages,” Easton advises. He recommends using signage for the following: • Continuing to share important pandemic-related health and safety measures in real time to help keep employees and customers safe. Customers still want to know that their favorite restaurant is adhering to the proper procedures. This is especially important for franchises, as policies and procedures may range from location to location (and therefore would not be covered by an allencompassing email or social media post).
• Providing directions/instructions for customers in the restaurant so that they know where to go and can get to their intended destinations quickly, maintaining social distancing (if still required) and minimizing or eliminating interaction with staff for those patrons who are still a little nervous. • Offering status updates on orders, which allows customers to spread out, move outdoors as they wait, etc. • Promoting daily/weekly/hourly specials and promos, with a heavy focus on takeout/curbside/delivery, since convenience and in-home dining are still a priority for most customers. • Showing support and appreciation for customers as they start to return to your restaurant, thanking them for their business, and reminding them of your philanthropic endeavors and support for the community.
DIGITAL TO-DOS
Brian Nelson, COO of NewsBreak Media Network in Knoxville, Tennessee, says digital signage offers a way for multiunit operations to manage the network in an efficient and effective way, at both the corporate and site level. “Robust digital solutions allow the owner to change a price without having to make a change at 15 stores,” Nelson says. “Plus, they allow you to make changes without relying on employees, who should be focusing instead on customer service and in-house guests.” In addition, owners of any size operation can use in-store digital menu boards to influence buying behavior, such as grouping complementary products together to encourage add-ons or upsells.
Bejmuk asserts that the best uses of digital signage go beyond simply translating a paper menu to a screen setting. Instead, use images to get customers’ mouths watering; steer them to the most profitable food items, rotated according to daypart; and present the menu specialties that best represent
— BRIAN NELSON, NEWSBREAK MEDIA NETWORK
Digital menus can make it easier to keep pricing and item availability up-to-date and consistent, both in-store and online.
Projection-based digital signage allows for shining the light of information anywhere in the pizzeria, from tabletops to walls, and switching sign “locations” on a dime.
EPSON
the brand. “You can even use digital signs to convey usergenerated content, like photos taken by guests,” Bejmuk adds. “Using these for in-store signage helps tell your story and adds authenticity and legitimacy to your business.”
Ultimately, think about how you can convey your brand values (such as hospitality) in a digital medium, Bejmuk recommends. Ask yourself: What do we have that other competitors don’t? Then work to get that across through your signage.
Finally, Nelson suggests, as trends are leading away from overstuffed, book-length menus, think in terms of greater efficiency. Use your digital menu space to master placement of menu items and include beautiful photography to entice trial of your latest and greatest creations. “Digital menu boards force you to be hyper-efficient on what you’re showing to customers,” Nelson notes. “You might choose to narrow down to eight core, highly profitable specials. Your regulars who order a pepperoni pizza every time are going to order it without looking at a menu—so use the space to highlight something else.”
PROJECTING THE FUTURE
Remi Del Mar, senior product manager in commercial visual products for Epson in Los Alamitos, California, notes that digital signage is only about 15 years old and remains a rapidly evolving space. It’s also somewhat fragmented, with various components making up this category: displays, content, and content management or cloud-based services. “Dynamic content is more attention-grabbing, but there’s a lot that goes into replacing static signage and making it a tool for engagement,” Del Mar says. “Digital signage requires the restaurant owner to have a vision for his space.”
Traditionally, digital menu boards may have provided an image, name, price and perhaps nutritional value for menu items. But Del Mar notes that owners can make them more engaging by adding fun elements like quizzes, up-to-date sports scores, or storytelling-type product info (such as where your produce comes from).
In the future, however, Del Mar believes in the power of projectors to create a richer guest experience. With this technology, info isn’t relegated to a wall—it can be cast on any surface: on tables or chairs, on the wall near restrooms, or on windows that face the street. “You can project 30” to 500” away with a single projector, and since you’re not bound by a frame, you get that wall space back and enjoy more flexibility,” Del Mar explains. These systems can work in tandem with motion sensors, project specials of the day on the tables of in-house diners or let customers outside know that you’re opening soon. Del Mar believes projectors help sell more food and drinks while tapping into the overall trends of immersive dining and shared experiences.
“While there’s no telling what the future holds for digital signage, I predict that, as with all technology, it will evolve to offer more and more options in the future,” Easton concludes. “This could be scannable real-time offers, the ability for customers to upload pictures and videos of their dining experiences—who knows! Whatever the future brings, it will be essential for restaurant owners to keep tabs on the latest technologies because, like it or not, signage reaches eyeballs and, therefore, signage sells.”
Tracy Morin is PMQ’s senior copy editor.
GRANDÉ FIOR•DI•LATTE
Grandé Fior•di•Latte is a fresh mozzarella unlike any other. Grandé’s passion is to showcase the flavor and beauty of its fresh milk, accented nicely with light, cultured dairy flavors developed through traditional cheese making. Grandé Fior•di•Latte is clean, light, fresh and milky, with a little culture to balance and a touch of sea salt to finish. 800-847-2633,
GRANDECHEESE.COM
FRESH ORIGINS
Packed with nutrients and texture, Fresh Origins Squash Blossoms are vibrant, golden blossoms with outstanding versatility. Prepare your pizza dough, then press each blossom artfully into place, or sauté them in olive oil and use as a centerpiece topping that bakes beautifully with your other ingredients, adding dimension, taste and color. Fresh Origins also offers other artisan microgreens and edible flowers. 760-736-4072, FRESHORIGINS.COM
FORZA FORNI
The Forza Forni Mobile Oven Series includes the Caterer Duo and Quattro. You can bake more than 80 pizzas an hour at peak production. Preheat time is one hour. In terms of work and storage space, twin stainless-steel storage doors double as sturdy worktables. Additional storage space below fits firewood, dough boxes, tools and more. Built on a heavy-duty aluminum frame, they can be towed with most mid-range and larger SUVs.
844-683-6462, FORZAFORNI.COM
MAMA LAROSA FOODS
Mama LaRosa Foods offers innovative and convenient packaging. Pizza and bread dough are individually wrapped in a sealed breathable bag to ensure an easy-proof process. The individual packaging will save you time, labor and the hassle of using a proof box or proofing at room temperature. Dough balls are ready to use directly out of the cooler after thawing 24 hours—no additional steps are needed! 734-946-7878, MAMALAROSA.COM
THE VEGAN MEAT COOKBOOK
Bestselling author Miyoko Schinner, hailed by VegNews as the “vegan cheese queen,” has penned a new cookbook featuring more than 100 people-pleasing meals featuring vegan meat. The Vegan Meat Cookbook covers everything from comfort food classics and speedy weeknight dinners to global flavors and showstoppers as well as recipes for do-it-yourself vegan meats and cheeses. Available on Amazon, Barnes & Noble and other retail sites
MOBIVITY
Mobivity SmartReceipt transforms ordinary receipts into a rich and dynamic guest engagement platform. SmartReceipt uses POS data captured for every order to print an engaging message with a personalized offer for every guest based on their purchase. You can convert ordinary to-go box receipts into a first-party, revenue-building marketing channel while boosting average ticket spends. 877-282-7660, MOBIVITY.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
The Pizza House originally started in an actual house (top left) by two cousins, Richie Dorn and Bobby Tiberi (top right). Today, Rodd Carmean (bottom right) runs the busy 5,000-square-foot pizzeria with his wife, Tomi.
Has your pizzeria been in business for 50 years or longer? If so, contact us at tracy@pmq.com.
THE PIZZA HOUSE
Serving up award-winning pizzas and heartwarming welcomes, customers from far and wide flock to this home away from home in Columbus, Ohio. BY TRACY MORIN
Two cousins, Richie Dorn and Bobby Tiberi, didn’t have a bunch of restaurant experience when they opened up The Pizza House in 1961—but they did have a family pizza recipe they knew would be a smash hit. Their original location opened in an actual house in Columbus, Ohio, with two tables and a couple of counter stools, and business took off despite the humble digs.
A kid named William Colasante was one of their first employees, starting at 15 years old and working there until the early ’80s. He and his wife, Diane, opened their own business in Columbus, a popular nightclub. Meanwhile, in 1990, The Pizza House completed a massive move that found the small original—at less than 1,000 square feet—relocating across the street to a building five times its size. When Dorn and Tiberi decided to retire in 1991, William gladly stepped in to buy the now-sizable pizzeria.
“Some things were added to the menu when it moved to the bigger location, but my dad wanted to keep everything the same,” recalls Rodd Carmean, William’s stepson. “All of the recipes to this day are the originals from Richie and Bobby. It’s traditional Italian food, and pizza is our No. 1 seller.” Rodd, of course, grew up in the business, starting by dishwashing and working his way around every job possible. In 2017, he assumed full ownership with his wife, Tomi, whom he’d taken to the pizzeria for their first date (they’ve now been married 31 years).
Today, The Pizza House’s food regularly wins awards in the area, and sales stats show that a whopping 20% of customers drive 25 miles or more just to eat there. Though the pizzeria maintains an old-school vibe with retro decor and no delivery service, the Carmeans have also kept up with the times, adding social media accounts handled by outside experts and building a brisk catering business that serves local corporations. “We hear a lot about the dough—people say, ‘Pizza House has a unique taste,’” Tomi says. “I think that’s another thing that’s given us longevity: We’ve not changed anything, even as costs go up. You’ve got to stick with your recipes.”
Rodd believes that another key secret to The Pizza House’s success comes down to customer interaction. A 15-year veteran hostess greets every diner with a hug, and Rodd estimates that he knows more than half of his customers by name. “We treat everyone like family—much of our staff has been here a long period of time, so they know the customers,” Rodd explains. “We treat everyone like they’ve been coming in forever, even if it’s their first time.”
