PMQ Pizza Magazine March 2020

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

MARCH 2020

Massive slices and a game-changing Girl Scout Cookie pizza made this Atlanta pizzeria an Instagram sensation.

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We don’t cross the line. We RISE above it.

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We don’t cross the line. We RISE above it.

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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

MARCH 2020

Massive slices and a game-changing Girl Scout Cookie pizza made this Atlanta pizzeria an Instagram sensation.

PAGE 30

a e k Ta

on the

d l i W K L WA

SLICE

DOUGH EQUIPMENT 42

LOYALTY PROGRAMS 50

“OO” FLOUR 56

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

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FIND US ONLINE

FEATURED STORY PIZZA DELIVERY DRIVER GETS A $2,020 TIP Thanks to YouTube star Gabi DeMartino, the year started off with a bang for Domino’s delivery driver Nyles Harris, a college student in Bethlehem, Pennsylvania. DeMartino forked over a whopping tip of $2,020 on New Year’s Day as part of the viral 2020 Tipping Challenge, made popular by former New Kids On the Block singer Donnie Wahlberg. “I just wanted to give back,” said DeMartino, a singer known for her fashion, beauty and lifestyle videos, “and I feel like there are so many things that I feel guilty [about], and I just want to feel like a better person.”

P M Q . C O M /2 0 2 0 T IP

ALSO ON PMQ.COM

CARRYOUT IS NOW KEY TO DOMINO’S GROWTH STRATEGY Focusing on carryout is working for Domino’s and now represents 45% of the chain’s U.S. transactions. Meanwhile, digital transactions currently account for 65% of all of Domino’s U.S. sales, and the company has 23 million active users in its loyalty program.

PMQ.COM/DOMINOSCARRYOUT

PIZZA ROBOT STARTUP ZUME TO LAY OFF 80% OF ITS STAFF Zume, known for its pizza making robots and delivery trucks outfitted with ovens, reportedly plans to lay off up to 400 employees to save money. The layoffs follow a mass exodus of Zume executives, including its original president.

PIZZERIA’S FAT-JOKE SIGN TIPS THE SCALE TO “OFFENSIVE” FOR MANY Fat shaming or harmless humor? For Jeremy Clemetson, owner of an East of Chicago Pizza store in Barberton, Ohio, a sign that read, “Fat People Are Harder to Kidnap” was all in fun, but it had to come down after customer complaints. PMQ.COM/FATJOKESIGN LITTLE CAESARS NOW OFFERS PIZZA DELIVERY THROUGH DOORDASH In response to rising demand for food delivery, Little Caesars, the third-largest pizza chain, has partnered with third-party aggregator DoorDash to deliver its pies from 3,600 stores in the United States and Canada.

PMQ.COM/ZUMELAYOFFS PMQ.COM/LITTLECAESARSDELIVERY

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

IN THIS ISSUE

MARCH FEATURES

30

ON COVTHE ER

The Wild Side of Wild Slice

In his quest to build a familycentric brand, Mike Thomas of Wild Slice used a massive pizza slice—inspired by Girl Scout Cookies—to tap into a powerful network of social media influencers.

24

Tips from the Team Dan Uccello and Flo’s Wood Fired Pizzeria

42

50 Loyalty Points

62 The Pizza Picasso 8 PMQ PIZZA MAGAZINE | THE WORLD’S AUTHORITY ON PIZZA

Dough Mates

56 The Power of “00”

72 Best of Show: The Pizza Forum

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For your customers, Bellissimo Meatballs have a homemade look and feel and can be served as appetizers, in sandwiches or with a favorite pasta dish. Bellissimo Meatballs will inspire creativity in your kitchen and motivate customers to keep coming back for more.

Bellissimo distributors are the exclusive source for Bellissimo Meatballs.

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IN THIS ISSUE A Publication of PMQ, Inc. 662-234-5481 Volume 24, Issue 2 March 2020 ISSN 1937-5263

MARCH 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

12

In Lehmann’s Terms: Put a Little Spring in Your Dough

The Dough Doctor shares 7 tips for increasing oven rise without using additives.

ASSOCIATE EDITOR Callie Daniels Bryant, callie@pmq.com DIRECTOR OF PUBLIC RELATIONS/ SOCIAL MEDIA Heather Cray, heather@pmq.com ext. 137 DIRECTOR OF RESEARCH Blake Harris, blake@pmq.com ext. 136 TEST CHEF/USPT COORDINATOR Brian Hernandez, brian@pmq.com ext. 129 FOOD PHOTOGRAPHER David Fischer, david@pmq.com CHIEF FINANCIAL OFFICER Shawn Brown, shawn@pmq.com ADVERTISING

14

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

Think Tank: Should I Charge for Extra Condiments?

Think Tankers disagree on how to handle customer requests for additional cups of dressing or sauce.

SENIOR ACCOUNT EXECUTIVE Tom Boyles, tom@pmq.com ext. 122 ACCOUNT EXECUTIVE Chris Green, chris@pmq.com ext. 125 SALES ASSISTANT Brandy Pinion, brandy@pmq.com ext. 127 PMQ INTERNATIONAL PMQ CHINA Yvonne Liu, yvonne@pmq.com PMQ RUSSIA Vladimir Davydov, vladimir@pmq.com PMQ PIZZA MAGAZINE 605 Edison St. • Oxford, MS 38655 662.234.5481 • 662.234.0665 Fax

98

Pizza Hall of Fame: Letizia’s Pizza

Joseph Letizia’s pizza recipe, emulating the indomitable man himself, has persisted through three generations of ownership.

IN EVERY ISSUE 6 Online @ PMQ 16 Moneymakers 20 Eye on the Chains 76 SmartMarket

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

81 Product Spotlight 82 Idea Zone 84 The Pizza Exchange

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.

Come Visit us in Booth #2275!

IN LEHMANN’S TERMS

KARA HOFFMAN

PUT A LITTLE SPRING IN YOUR DOUGH Q A

We’re trying to get more oven spring out of our dough without changing the dough formulation. Can you recommend an additive ingredient to increase oven spring?

Although there are commercial products that promote increased oven spring (also called oven rise), they’re all designed around white pan bread. I’m not aware of any such additives created with pizza in mind. These products typically boost volume through increased oven spring by about 10% to 15%. That’s great for a pan bread, which has a height of 100 millimeters, or about 4”, or more. In that case, the volume/height increase might be to the order of 10 to 15 millimeters, or about 5/8”. A pizza crust, however, has a height of about 6 millimeters, or ¼”, for a thin crust and 24 millimeters (about 1”) for a thick crust. Thus, you’d only get a height increase of between 0.9 millimeters (about 1/24”) to 3.6 millimeters (about 1/8”).

Based on these numbers, we can rule out the additive approach. So how do we go about increasing oven spring?

The answer is to make the dough softer, more extensible and easier to expand during those first few critical seconds in the oven, which is when the majority of the oven spring occurs.

Below are some of the options known to help increase oven spring in pizza crust production. Not all of them will be applicable in your specific case, but one or more might improve the oven spring properties of your dough.

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

The Dough Doctor shares 7 tips for increasing oven rise without using additives.

BY TOM LEHMANN

1. Increase the baking temperature.

2. Optimize dough absorption for maximum oven spring.

(This might be a viable option, as many doughs could benefit from a slightly higher absorption.)

3. Optimize the yeast level.

4. Allow the dough to proof/rise prior to dressing and baking (even a couple of minutes can be helpful).

5. Increase the dough weight.

6. Add a coated (fat-encapsulated) chemical leavening system to the dough to slightly boost the amount of leavening gas during baking. This is how many “bake-torise” pizzas are made.

7. The addition of oil to the dough formula (even just 1%) can both lubricate the dough for improved expansion properties and help to seal the internal cell (crumb) structure. This approach helps better retain leavening gas, which can contribute to an increase in finished crust height/thickness resulting from improved oven spring.

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

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T H E T H I N K TA N K

SHOULD I CHARGE FOR EXTRA CONDIMENTS? JTMiller09: We charge customers for extra condiments, such as salad dressing, Buffalo sauce, etc. My philosophy, which may or may not be right, is that I base our menu pricing on our food and paper costs. So if somebody wants something extra, they pay for it—same as I do. Some customers get it, and some don’t. I’m curious as to how others handle such requests.

Little things add up: Think Tankers disagree on how to handle customer requests for additional cups of dressing or sauce.

December: We charge for extra sauces. We definitely have

customers who always ask after they’ve paid, as if they actually forgot—they just don’t want to pay for it. On the positive side, a few years ago customers always asked for blue cheese dressing—our most expensive dressing by far—after paying for their order. Now ranch is the most requested dressing, and it’s my least expensive one.

grassospizza1993: We charge for those items, too. We don’t get a

lot of customer complaints, but, of course, there’s always one or two. In a joking manner, I say, “Yeah, I don’t get it for free, either.” sparrowspizza: I give away free red pepper and Parmesan packets.

I also offer extra sauce on the pizza for free. But I charge for everything else, except when a customer has already paid and then asks for a ranch dressing cup. Then I’ll just give it to them.

NicksNYPizza: We don’t charge for them. We ask everybody who purchases a slice if they want a side of ranch or blue cheese for free. We are in a mall food court, and it’s pretty competitive.

This is one way that we build customer loyalty. It only costs maybe 10 cents, and we fill the cups ourselves. We want customers to eat our food every day, so we’d rather make a little less profit than see our customers go somewhere else for lunch the next day. I figure we will make the profit back when they place a larger order.

Daddio [replying to sparrowspizza]: And the customer knows this,

so they will always wait until after they have paid to ask for the extras!

Mike: We charge for extras if the requested item already comes

with the order, such as salad dressing. But if someone asks for a side of ranch or blue cheese with something else, we just give it to them. In my opinion, it’s not really worth making a customer angry to save 50 cents.

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

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

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MONEYMAKERS

Ex-firefighter Christopher Murray turned his old fire engine into a woodfired pizza truck.

FROM FIGHTING FIRES TO WOOD-FIRED PIES Lighting a fire in a fire truck might sound counterintuitive, but it’s worked out beautifully for Christopher and Janene Murray, owners of Murray’s Rustic Pie in College Place, Washington. Christopher, a former firefighter, used to drive old Engine 72, a 1979 Ford Pierce model, to put out blazes around North Olympia. When it was time to retire the vehicle, he bought it and eventually turned it into a mobile pizza truck with a wood-fired oven. Nooks and compartments designed to hold firefighting equipment now serve as storage space for firewood and pizza topping containers. Best of all, the Murrays don’t have to travel far to get to work: When they’re not visiting farmers markets and community events, they usually park the truck outside their home and serve about 30 pies a day in their driveway.

ART FOR ART’S SAKE How do you get away with charging $100,000 for a Margherita pizza? Call it art. Michael Ayoub, owner of a pair of Fornino Pizza stores in Brooklyn, New York, taped a small pizza to the wall at his restaurant and slapped a $100,000 price tag on it. He jokingly presented it as an art installation in an Instagram post, much to the amusement of his followers. “I have had a few people shopping it, but there are no buyers as of yet,” Ayoub tells PMQ. “I am now offering a bottle of wine to go with that pizza.” He said he replaces the pizza daily, adding, “I use the perfect balance of sauce and cheese so that, when it gets cold, it doesn’t slide off the wall.” Ayoub really does know a thing or two about art: In addition to creating masterpieces in the kitchen, he’s an expert glass blower, and some of his glass sculptures hang from the ceilings in his restaurants. And he’s not shy about taking chances: In 2018, he unveiled the New York CBD/Hemp Pizza, featuring CBD-infused olive oil baked into the pizza crust and drizzled atop the pie. “Food is art,” Ayoub says. “Be an artist!”

Fornino owner Michael Ayoub taped a Margherita pizza to the wall of his restaurant, slapped a $100,000 price tag on it and called it “art.”

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

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MONEYMAKERS

A Papa Murphy’s store in Anchorage, owned

by Tyler Williams, can deliver take-and-bake pizzas to customers no matter where they live—including by airplane.

PIZZA DELIVERY FLIES HIGH IN ALASKA Alaska is truly a land of wonder, where polar bears roam, caribou graze and take-and-bake pizzas fly, thanks to Tyler Williams, owner of a Papa Murphy’s store in Anchorage. Williams earned coverage in numerous media outlets nationwide for offering bush delivery by air to remote communities across the vast, sparsely populated state. He told Alaska Public Media that he sends out an average of 150 frozen pies per week, typically larger orders for parties and events. He worked out deals with airlines throughout Alaska to keep expenses down. “Our profit per pizza is a little bit less,” he said, “but…because we’re covering the shipping cost in most cases, since we’re doing orders of 10 or more, there’s enough margin to make it work.” One customer told Alaska Public Media that the wait is worth it, since there are no pizza shops anywhere near his home on St. Paul Island in the Bering Sea: “You have to buy it frozen from the store. And it’s DiGiorno’s, and it’s way smaller for about the same price—$20.”

FALL IN LOVE WITH YOUR SWEETIE PIE Oath Pizza, a chain with restaurants in 11 states and Washington, D.C., developed a limited-time dessert pie for Valentine’s Day and donated 20% of its proceeds to the Kind Campaign, an anti-bullying nonprofit.

The personal-sized Sweetie Pie featured ricotta, chocolate chunk cookie dough, Valentine M&Ms, powdered sugar and a drizzle of chocolate.

It sold for $6 and was available throughout February. According to its website, Oath Pizza, founded on Nantucket Island, Massachusetts, in 2015, is a “socially conscious, purpose-driven pizza company working to make a lasting positive impact on the world.” The Kind Campaign, founded by a pair of Pepperdine University students in 2009, works to raise awareness of girl-against-girl bullying. Last year, Oath Pizza added three new menu items featuring plant-based meatballs in a partnership with Beyond Meat.

The Sweetie Pie got Oath Pizza customers in the mood for some Valentine’s Day love while raising funds for an antibullying nonprofit.

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

MILLING WHEAT INTO FLOUR FOR MORE THAN 100 YEARS.

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EYE ON THE CHAINS

MOD Pizza co-founders Scott and Ally Svenson founded the chain as a mission-driven business aimed at delivering social impact as well as profits.

MOD PIZZA NAMED EMERGING BRAND OF THE YEAR As the fastest-growing restaurant chain in the country, Seattlebased MOD Pizza has proven that doing good really is good for business. Restaurant Dive, a national digital magazine covering the restaurant industry, chose MOD as “Emerging Brand of the Year” for 2019. The publication noted that MOD Pizza “has leveraged savvy tech investments and off-premise optimization to win a hefty—and growing—slice of market share.” MOD’s 2018 sales grew by nearly 45% to $397 million while adding 102 stores, an increase of 34%.

Solidifying its credentials as a mission-driven business committed to addressing social issues as well as turning a profit, MOD continued its annual Spreading MODness celebration in November.

The company donated a portion of every pizza sold to help create meals for kids struggling with food insecurity. MOD partners with Generosity Feeds and other nonprofits to distribute compact, nutritionally dense meals through school backpack programs and food banks in MOD markets around the country. “We have built MOD with the intention to positively impact as many lives as possible,” Svenson said in a press release about Spreading MODness. “For our customers, it’s simple—when they enjoy a pizza, they’ll also be helping to feed a child.”

They’re helping fuel MOD’s rapid growth and innovation, too.

The company is aiming for 1,000 locations in the next five years, thanks to an infusion of $160 million in new equity financing. MOD will use the new funding to bolster its digital ordering channels, which experienced 100% growth in 2019. “The vast majority of our sales are coming from experiences customers have in-store with us, [but] an increasing percentage of those are coming through various digital channels, whether it’s our website, mobile app or call center,” MOD CEO Scott Svenson told Restaurant Dive. “Many of those [channels] still lead to customers coming into the store to pick up their food or dine in.” MOD has also opened its first drivethrough operation and has more planned for 2020. “We’re trying to figure out how to execute a drive-through so that we can deliver a fantastic customer experience,” Svenson added. “I would say right now it’s really in a test-and-learn phase.”

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

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21

EYE ON THE CHAINS

LITTLE CAESARS PARTNERS WITH DOORDASH Little Caesars, the world’s third-largest pizza chain, finally took the plunge into delivery in January. The company announced that it has partnered with DoorDash to deliver its pies from 3,600 stores in the United States and Canada. The full menu will be available for delivery orders, with no minimum purchases required for deals or discounts, David Scrivano, president and CEO of Little Caesars, said in a statement. “We’ve seen such expensive and complex pricings throughout the pizza industry, and we think it’s crazy,” Scrivano said. “Some chains require a minimum purchase to get their deals, or the discount pricing is only available on carryout orders. We’re excited to bring much-needed affordability to delivered pizza.” Among the top four national pizza chains, Domino’s is now the only third-party delivery holdout, still preferring to deliver food exclusively through its own drivers. Pizza Hut and Papa John’s already work with DoorDash and GrubHub, while smaller but fast-growing chains like MOD Pizza and Blaze Pizza have also forged alliances with multiple national third-party delivery companies.

DOMINO’S: CUSTOMERS “LOVE” GPS DELIVERY TRACKING SYSTEM Domino’s locations across the United States have begun adding the chain’s new GPS delivery tracking technology, making it easier for customers to keep up with the progress of their pizza orders on their smartphones. Domino’s tested the new system for much of 2019, and, the company said in a press release, “Everyone loved it!” Customers can see the location of their delivery drivers on an interactive map and receive an estimated delivery time. They can also opt in to receive text notifications that let them know when their order is on the way, when it’s about two minutes away and when it has arrived.

Additionally, the technology allows store managers to see where drivers are on the road, making in-store logistics easier to manage. And drivers can benefit from the system’s optional navigation and one-touch customer callback capabilities, while customers can be better prepared to meet them at the door when they arrive.

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

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TIPS FROM THE TEAM

Dan Uccello presents his Pizza D’oro to the judges at the Pizza World Championship.

DAN UCCELLO: INCORPORATING WINE INTO YOUR PIZZERIA Dan Uccello walks us through adding a great wine selection to your menu. BY BRIAN HERNANDEZ In her brief appearance in the Epic of Gilgamesh, Siduri, the Babylonian goddess of wine and beer, warns Gilgamesh not to get lost in the singular focus of his quest and to enjoy all the pleasures of this world. One can’t help wondering if she would have included pizza in that list of pleasures had the story taken place 4,000 years later. As more pizzerias embrace the craft brew scene nationwide, how do you stand out from the crowd and become the hero of your own epic pizza story?

U.S. Pizza Team member Dan Uccello, owner of Flo’s Wood Fired Pizzeria in Rockford, Michigan, decided to break the mold in his local market and teamed up with Michigan’s largest winery, St. Julian. Together, Flo’s and St. Julian offer customers in the Grand Rapids area a unique dining experience that Siduri herself surely would have approved. Here, Uccello offers tips about how and why you should incorporate a wine selection into your pizzeria.

Hernandez: Tell us why you decided to partner up with St. Julian for your next location.

Uccello: I started to see an overabundance of craft brew places in the area, and St. Julian is, in my opinion, one of the best local

wineries in Michigan. They are also the largest. We wanted to do something different here, something that paired well with woodfired pizza, and a lot of their wines really did that for us. We share an entrance with St. Julian, but we’re still two separate entities, so you can choose to go to the winery and order appetizers delivered from Flo’s, or go to Flo’s and get some of St. Julian’s best wines served to your table.

Hernandez: Is there a profit difference between beer and wine?

Uccello: There is. We run a 22% beer cost and a 27% wine cost.

I wouldn’t completely abandon beer. It’s a staple most diners want, but you can focus your energy on promoting, selling and creating a nice environment for wine as well. And, of course, you can get a higher price point on a typical wine pour of 5 ounces than a typical beer of 16 ounces. At the end of the day, wine will send you to the bank with more money if it’s done right. Currently, about 50% of our beverage sales at that location comes from wine. Beer will sell itself. Wine needs a little more effort and knowledge to successfully incorporate into your menu. I encourage you to train your staff on the wines you serve and what they pair with on your menu.

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

Live Cooking Demos Donatella Arpaia, Prova Pizzabar Billy Manzo, Federal Hill Pizza John Arena & Chris Decker, Metro Pizza Gino Rago, Lenny Rago & Bruno Brunetti, Panino’s Pizzeria

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Thanks to sharing a common entrance, Flo’s Wood Fired Pizzeria and St. Julian Winery are natural collaborators.

“When dealing with wine, the best rule of thumb is that the first glass should pay for the bottle of wine.

Negotiate a good price on your wines and price them accordingly so that when you sell that first glass from a bottle, the rest is profit.”

MICAH MARTIN

Hernandez: What’s the first thing someone should do when trying to start a wine program?

Uccello: Definitely research the market. Put together a business plan and make sure this concept will even work in your market.

The research will tell you what your market share will be, your customer base, how often they go out to eat and important data like that. After that, find out what your average check needs to be. Ours is between $35 and $40. That is based on an appetizer, a pizza and two glasses of wine. When dealing with wine, the best rule of thumb is that the first glass should pay for the bottle of wine. Negotiate a good price on your wines and price them accordingly so that when you sell that first glass from a bottle, the rest is profit.

Hernandez: What’s the secret to pairing wines with pizzas?

Uccello: Everyone is different. We will, of course, tell you what the traditional pairings for wines are, and it can be as simple as a white wine for lighter-topped pies and a nice red for a slice that’s a little heartier. But, at the end of the day, we are in the business of making you happy and will serve you whatever pairing you like. Serving flights of wine is a great way to get the customer involved in figuring out their favorite pairings.

— DAN UCCELLO, FLO’S WOOD FIRED PIZZERIA Hernandez: Are flights a cost-effective way to pair wines?

Uccello: Again, if you price them right. It is also a great tool for our customers to learn their own tastes. By the end of the flight, they are usually buying another glass of their favorite or taking a bottle to go. It’s a natural upselling method for the wine.

Hernandez: Can you do a seasonal menu with wine pairings?

Uccello: Absolutely. We add to our set menu every season when ingredients are available. We love running new featured entrées. We also like to do a featured drink with these items, so it becomes something people look forward to, seeing what we have come up with on the culinary side and how we pair it with wines and even other mixed drinks. If you do a seasonal menu, definitely make sure you are also working on the beverage side seasonally as well.

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

Hernandez: If someone decides to go the route you took with Flo’s, should they rebrand to a new concept or just incorporate the idea into their existing brand?

Uccello: That’s a tough question. If you are looking to add revenue, you’re probably not doing that well anyway, so you should probably rebrand to the new concept. But if things are going well, why add the headache of creating a whole new brand and getting that marketed? But that’s not true for all cases. Say you own the building next door, with 4,000 square feet sitting empty. That would be a good time to open a differently branded concept. Customers don’t even have to know that you own both.

Plus, the foot traffic you might lose from your old concept to your new one stays within the business, but you are also growing a second customer base that you might not have been serving before. If you do choose to partner with a winery or brewery, make sure they have good name recognition. That will help you bring in new customers as well. Again, it’s a situational answer as to whether or not you rebrand completely.

To hear the full interview with more tips from Dan Uccello and learn more about the partnership between Flo’s Wood Fired Pizzeria and St. Julian Winery, visit PMQ.com/uccello.

Brian Hernandez is PMQ’s test chef and U.S. Pizza Team coordinator.

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

a e k

on the

K L A W

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SLICE EDITOR’S NOTE:

In his quest to build a national brand, Mike Thomas uses oversized slices and Girl Scout Cookie pizzas to tap into the power of social media influencers— today’s “new-age food critics.”

STORY BY RICK HYNUM PHOTOS BY MEG PORTER PHOTOGRAPHY

Sarah Thomas is just six years old, but she is fast becoming a crucial player in the marketing strategy for her dad’s single-store operation, Wild Slice in Roswell, Georgia. That’s because Sarah can get her hands on something the pizzeria needs every February: cookies, and lots of them. Girl Scout Cookies, specifically.

Two days before press time, we received some unhappy news from Mike Thomas, owner of Wild Slice: He had closed down his shop that week. Thomas said he has brought in a new investor but could not keep the business going at its current location. His future plans include launching both a Wild Slice food truck and a new brick-and-mortar location while hosting pop-ups in the area to maintain top-of-mind awareness. He said he hopes to solidify his plan this summer.

After careful consideration and due to a tight publishing schedule, we chose to print our story as-is, both because the marketing ideas are strong and because it provides a sobering lesson on the challenges of the pizza business. Strong marketing and branding, although vital to success, often aren’t enough, and even veteran pizzeria operators must brace for the unexpected. We wish Thomas and his family nothing but the best and hope the Wild Slice brand rebounds and thrives in the future.

MARCH 2020 | PMQ.COM

31

Thin Mints, Samoas, Tagalongs—Mike Thomas, who owns the family-centric Wild Slice with his wife, Cristy, will buy all the cookies he can get. It’s not that he has an out-of-control sweet tooth.

He just has a remarkable knack for making waves on social media, an essential marketing tool for today’s restaurateurs. And, along with his gigantic, Instagrammable Wild Slices that sell for up to $51, nothing delivers more buzz in the winter months than Girl Scout Cookie dessert pizzas, Thomas’ own invention.

“Having the word ‘wild’ in our name allows us to do whatever we want,” notes Thomas, a restaurant industry veteran who cut his teeth at the Reno, Nevada-based Bully’s Sports Bar & Grill chain.

“We’re a no-budget pizzeria. We don’t have an investor or an SBA loan. We’ve just got our savings and have to hustle to get things done. Girl Scout Cookie pizzas, big, oversize, crazy slices, social media—you have to do everything you can.”

Thomas, who also invented National Pizza by the Slice Day (August 22) in 2018, has been hustling for Wild Slice—the first restaurant he has owned himself—for two years. But his marketing approach is so polished, you could easily mistake Wild Slice for a national chain. And that’s exactly what Thomas had in mind from the start.

“Giant slices work for me. But there are thousands of pizzeria owners who don’t have that hook but can still have great success with social media. Just don’t treat it like you’re trying to sell something in every post. Give them content they want to consume.”

— MIKE THOMAS, WILD SLICE

FILLING THE YOUNG-FAMILY NICHE

Starting out at a neighbor’s diner in Carson City, Nevada, Thomas learned the restaurant business by working at every job you can imagine—busboy, dishwasher, line cook, bartender and, eventually, manager. He became director of operations and marketing for Bully’s, where he met Cristy, an Atlanta-born teacher of special-needs children. “Cristy’s sister had twin boys two days after our daughter was born,” he says. “They agreed the kids had to grow up together, so we packed up and moved across the country [to Georgia].”

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As parents to James, 3, and Sarah, 6, Mike and Cristy Thomas struggled to find a pizzeria that catered to families with small children, so they launched their own with Wild Slice.

When he’s short on drivers, Mike Thomas delivers pizzas himself and tries to make personal connections, which can translate into positive online reviews.

Thomas served as a regional manager for Hooters Georgia East for two years, all the while hatching a plan for his own pizzeria with a distinctive brand and a mission to serve families with young children—and the community they called home.

After her first set of twins, his sister-in-law had welcomed another pair into the world, while the Thomas family had added a baby boy, James. “When we would all go out to eat as a family, we would have six kids under the age of six,” he says. “With pizza, you can feed that many people for less than anything else, but there are not a lot of restaurants that will embrace you. The majority didn’t want us there and would put us in the back, and the other guests would glare at us. We would always end up eating only at the couple of places that would welcome six young kids.”

Thomas knew a profitable niche when he saw one. “To create a brand, there was a gap I could fill by embracing families— specifically, the younger families who can grow up with us,” he says. “Young families haven’t established their favorite dining place yet. It was a chance for me to capture them when they’re young and get them to stick with us.”

BUILDING A FOUNDATION

After a soft opening in December 2017, Thomas launched Wild Slice officially—complete with a trademark on the name—on February 2, 2018. Branding was on his mind from the get-go, but making delicious pizza was his No. 1 priority. “We didn’t sell the oversize slices for the first eight months,” he says. “First, I had to work on our foundation—the dough, sauce, cheese, my team, developing procedures. Building the foundation of a good pizzeria that serves the community was a lot more important than the gimmick of a big pizza slice. I didn’t want to be a gimmick pizzeria. I didn’t want to be known for the big slices if the pizza wasn’t going to be good. We built our reputation for quality first, then we came up with ideas to build the brand and set ourselves apart.”

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AS GOOD AS

Wild Slice hires employees based on personality rather than experience.

Once he was satisfied with his food, Thomas recorded all of his recipes, processes and systems—with photos—in a company handbook. “Although this is my first time to own my own place, I’ve worked for companies, big and small, where I learned the importance of processes and systems and documenting everything,” he says. “When you’re coaching your team, you must have it all written down, so you can say, ‘This is what we went over, this is how it needs to be done.’ You can only expect what you inspect.”

The next step was to make Wild Slice a pizza-scented home away from home for locals. Since kids usually decide where families eat out, Thomas designed his shop to be a child-friendly destination. There’s a mini-arcade in the back with Pac-Man, Galaga and claw machines. For Kids Eat Free Night every Monday, he offers complimentary game tokens and a 7” pizza for the little ones as long as an accompanying adult buys a pie, salad or sandwich.

After his church expressed interest in a weekly pizza social for families, Thomas decided to combine it with a Thursday trivia night that hadn’t gotten much traction. “I liked the idea of having a core built-in crowd each week that I couldn’t consistently get with the more adult-oriented trivia night,” he says.

“We’re a family pizzeria dedicated to serving the community. We look for every opportunity to build relationships. It’s not about going wide and doing something small for as many people as I can. I try to go more deep than wide, build relationships and connections, and keep following up.”

— MIKE THOMAS, WILD SLICE

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

Thanks to its oversized slices, Wild Slice has become a mecca for Atlanta-area social media influencers like foodie Donovan Mendez of Instagram account Eat.Click.Repeat.

Mike Thomas knows gimmicks like oversized slices don’t work if the pizza itself doesn’t taste good.

“We run it from 5:30 to 7 p.m., so the kids can get home at a decent time on a school night. We have pop-culture questions that kids can answer. They pick a family team name, answer questions, eat some discounted pizza and have a nice family bonding moment, with gift certificates and prizes.”

Thomas has also built relationships with other churches and faiths in the area, hosting youth group events and fundraisers and catering church activities. “When we can do something that’s nice for the community, in my eyes that more than pays for itself in terms of the reputation of the business and the brand,” he says. “People like to support businesses that support their church or school or baseball team.”

“NEW-AGE FOOD CRITICS”

There’s another key group that has thrown its support behind Wild Slice: social media influencers. They’ve been vital to the brand’s growing fame, both in the Atlanta area and nationwide.

Young, hip and marketing-savvy, these influencers often have large followings, especially on Instagram, and a broad reach.

But tasty food isn’t enough to get them through your door— they’re all about great visuals. Which brings us to two of Thomas’ most inspired creations: the giant-sized Wild Slice and the Girl Scout Cookie pizza.

Thomas created his 24” Wild Slices, made with two pounds of dough, as a marketing ploy, plain and

simple. “I was looking for ways to get people to take pictures and share their experience on social media,” he says. “We’re obviously not the first pizzeria to do a giant slice—we just have the perfect name for it.”

To develop his social media content, Thomas brought in Hayley Langholtz, a foodie influencer in her own right, with nearly 100,000 followers on Instagram. She comes in once a month to shoot bright, fun, eye-catching photos of customers munching on Wild Slices, as well as new menu items. “Because of Hayley, I was able to bring in other influencers,” Thomas says. “They’re the new-age food critics. When you get one of them into your restaurant, it’s like The New York Times coming in and giving you a review back in the ’80s. But there are a lot more influencers, because it’s so easy to get started and grow.”

After six months in business, Wild Slice held its first tasting event specifically for social media influencers, with Langholtz as the host and the oversized slices as the draw. “These were the smaller influencers—I don’t know if we had one with more than 10,000 followers,” Thomas says. “But they posted and shared the photos, and people would see their stuff and come in, saying, ‘I saw it on Instagram. It looked so good, I had to try it myself.’”

The next event drew better-known influencers with larger followings. “It grew to a point where we now get contacted almost on a weekly basis by influencers asking to come in,” Thomas notes. “The answer is always yes.”

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

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This Girl Scout Cookie pizza photo by Instagram influencer Samantha Schnur of The Naughty Fork caught PMQ’s attention in December 2019 and ultimately led to this month’s cover story, proving the reach and power of social media influencers.

THE NAUGHTY FORK

But Thomas landed one of his biggest influencers after developing the Girl Scout Cookie pizza, one of the most Instagram-friendly foods in the pizza sector. He says he was scrolling through Facebook on his phone one night last winter when he hit upon the idea. It was Girl Scout Cookie season, and many users were posting excitedly about their cookie orders. “I Googled ‘Girl Scout Cookie pizza’ to see if anything popped up,” Thomas says. “There was nothing. So I reached out to Hayley, and she loved the idea.”

Thomas bought boxes of Samoas, Thin Mints and Tagalongs and started playing around with dessert pizza recipes. “The Samoa is a white cookie with a hole in the middle with caramel, toasted coconut and a chocolate drizzle,” he says. “So I stretched out a round pizza, cut a hole in the center, poured caramel sauce on it, crumbled up the cookies with some toasted coconut and added the chocolate drizzle. Now I had a large Samoan cookie pizza. I took some pictures and put it out on social media. Originally, I did it just to create content for Instagram that people would share and like and comment on. It wasn’t going to be anything that we’d sell. But almost immediately we started getting phone calls and people coming in, asking for it.”

The Girl Scout Cookie pizza proved irresistible to Miami-based social-media influencer Samantha Schnur of The Naughty Fork. She covers everything from burgers and burritos to pancakes and donuts and has nearly 900,000 followers on Instagram. “When she reached out to us about coming in for a Wild Slice, I told her about the Girl Scout Cookie pizza and sent her pictures. She was, like, ‘Oh, my God, that’s amazing!’”

When Schnur showed up at the pizza shop, Thomas combined his two best

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

Wild Slice’s oversize slices are popular items for parties and sports team events and can be made in just 15 minutes. Prices start at $28 for a cheese slice and go up to $51 for the Spinach Apple Bacon or Supreme Wild Slice.

gimmicks into one mouthwatering monster—a Girl Scout Cookie Wild Slice. “Once she started posting it for us, other big influencer accounts like Food Beast started to share our stuff,” Thomas says. “She made it legitimate. And while she was in Atlanta, we were the only restaurant she visited, which was very flattering. She can charge a restaurant $5,000 per post—this is her business.

She did it for free for us, because she liked what we were doing.”

BUILDING A NATIONAL FRANCHISE

Every time an influencer like Schnur posts Wild Slice photos, the pizzeria’s own social media gets a boost in followers and engagement. And now that his daughter, Sarah, has joined the Girl Scouts, Thomas never has to worry about running low on cookies when February rolls around. Meanwhile, he isn’t shy about telling his story the oldfashioned way—through press releases for local media. When promoting National Pizza by the Slice Day, he lists every participating pizzeria in his releases and has used the “holiday” to raise funds for The Drake House, a Roswell nonprofit that serves homeless mothers and their children.

As Wild Slice’s reputation for great food, atmosphere and innovation spreads, Thomas envisions growing the brand regionally and then nationally. He hopes to bring in investors to create a franchise concept that will work in any market.

“Our goal is to have three to five company-owned locations in Atlanta suburbs that fit our formula,” he says. “Once we have the processes and systems figured out for multiunits and have a management structure in place, our ultimate goal is to become a franchisor and allow Wild Slice to grow from there.

It’s probably a 10-year plan, and we’re in year two, so we have an uphill climb ahead of us.”

But his decades of experience with Bully’s and Hooters have prepared him for the challenge. “This is the first time in a long time that I’ve worked out of just one location,” he adds. “It’s my goal to go back to my sweet spot and serve and add value to more communities. I want people to be excited to buy a home that’s located in the delivery area of a Wild Slice.”

Rick Hynum is PMQ’s editor-in-chief.

MARCH 2020 | PMQ.COM

41

DOUGH

Mates Learn more about three handy helpers that can streamline dough processing: sheeters, rounders and dividers.

BY TRACY MORIN

Whether you struggle with unskilled staff members, are looking to create a certain type of crust, or want to establish a commissary to serve multiple locations, there are machines to help—at least when it comes to your dough processing procedures. Sheeters, rounders and dividers are three pieces of equipment that can assist in streamlining your operation behind the scenes. Here, experts break down exactly what they do—and what to know before you invest.

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

MARCH 2020 | PMQ.COM

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“Up front, a divider-rounder, spiral mixer, pizza sheeter or other dough equipment is expensive, but machines speed up production, decrease manual labor, and ensure consistent product with less training. Long-term, this results in less money spent on labor and food waste. With ever-rising hourly pay and food costs, the financial advantage becomes clear.”

— GORDON YANG, AMERICAN EAGLE FOOD MACHINERY

SHEET METTLE

can just as easily come in handy when you’re hiring, say, high Victor Cardamone, president and CEO of Mise Design school kids with zero experience.

Group in Williamstown, New Jersey, notes that sheeters are One caveat, Lehmann warns: A sheeter will compress the commonly used in pastry shop-type operations. “You can dough, lending to a dense crumb structure, instead of the open think of a sheeter like an electric rolling pin or a pasta maker or porous properties many operations prefer. On the other on steroids,” he explains. “They essentially allow you to roll out hand, this makes them a must for crackerlike or thin and crispy large amounts of dough, quickly and to progressively smaller crusts with a low-absorption dough (such as 45% absorption), thicknesses, with relative ease.” as these doughs are so stiff that they require some machine But sheeters can also be useful in pizzeria settings with muscle to open properly. unskilled workers who might not There is a middle ground yet be adept at opening dough balls on employing sheeters to help Forming Dough by Hand into pizza skins, according to Tom inexperienced employees, however.

“The Dough Doctor” Lehmann, a For those who are “toss challenged” Tom “The Dough Doctor” Lehmann consultant with Dough Doctor when it comes to opening doughs, shares a bounty of additional tips Consulting in Manhattan, Kansas.

Lehmann recommends using a sheeter for forming dough using sheeters, He says they’re often useful in but increasing the gap between rolls. rounders and your own two hands. international locations, where “This way, the skin is not opened to full PMQ.COM/FORMINGPIZZADOUGH employees are totally unfamiliar with diameter, but about 2” less, so it’s not the properties of pizza—but they degassed as much and offers better 44 PMQ PIZZA MAGAZINE | THE WORLD’S AUTHORITY ON PIZZA

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porosity and a more open crumb structure,” he explains. “Then they can open the dough by hand the rest of the way. After the employee has had some experience working with the sheeter, they can eventually open dough balls completely by hand.”

If you’re thinking of using this method, it’s best to look for a sheeter with a wider roller (Lehmann recommends buying the widest you can find); they can be purchased for about $3,000, or less for a used machine.

DIVIDE AND CONQUER

Cardamone notes that rounders and dividers are most commonly used in bread bakeries but are gaining more traction in larger pizza operations. “You typically purchase each piece of equipment separately, but some manufacturers also make combination divider/rounder units,” he says. “The combination divider/rounder units are very convenient and save a tremendous amount of labor. Once you properly program the unit with the desired product output—say, an 8-ounce dough ball—you drop in your 20-pound batch of dough, and the unit will portion the dough to the correct size and round the portions into a ball before dispensing it at the bottom of the unit.”

Rounders and dividers are also available as separate pieces of equipment. A rounder simply takes dough and forms it into a

ball, usually using one of two most common approaches: plate, or centrifugal with an internal roller, Cardamone explains.

“Similar to a manual divider, plate-style will use two plates (top and bottom) that have a circular indentation where you will place the dough pieces; it rolls into balls using oscillating vibration,” he says. “The centrifugal type will roll the dough through a channel, where it will be evenly rounded by the time it hits the bottom of the channel.”

Lehmann recommends rounders for high-volume operations (making more than 150 pounds of dough per day). “Some are bench-mounted, and some have wheels so they can be moved around,” he says. Because space is a valuable commodity in any pizzeria, he prefers the freestanding models. “Also, rounders have very few parts moving parts, so there is little to fail on them, and only three or four parts that are easily cleaned,” Lehmann adds.

AM MAN UFAC TUR ING

“You can think of a sheeter like an electric rolling pin or a pasta maker on steroids. They essentially allow you to roll out large amounts of dough, quickly, and to progressively smaller thicknesses, with relative ease” — VICTOR CARDAMONE, MISE DESIGN GROUP

SAVE THAT LEFTOVER DOUGH!

According to Tom “The Dough Doctor” Lehmann, scrap dough can be saved and used for a variety of purposes. It can be incorporated into your fresh dough at a rate of no more than 15% of the new dough weight. Simply cut the scrap dough into pieces and add it to the fresh dough about halfway through the normal mixing procedure.

You can also use leftover dough to make side items like breadsticks and garlic knots. First, scale your scrap dough into 2-ounce pieces, then form each piece into a ball. Place the balls on a lightly floured sheet pan, cover with plastic and set aside to proof/relax for about an hour until the dough balls can be easily rolled by hand. Then roll the balls into strips about 6” to 8” long, and they’re ready to be used for appetizers.

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

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Dividers, on the other hand, are essentially a portioning device used to cut dough into equal sizes and can come in manual and electric types. “The manual machines will have interchangeable cutter/portioner plates and blades that you insert into the unit that are based on the intended dough portion you are looking for,” Cardamone says. “For example, if you have a 10-pound batch of dough and require 8-ounce portions, then you would select the 20-portion divider plate and blade.” The electric dividers, he adds, function similarly to a pasta extruder and are typically programmable to cut the dough based on the desired portion size (electric units are most commonly used in combination with a rounder unit).

Hence, Lehmann says it’s important to choose a machine that divides doughs within your scaling range, from lightest to heaviest. A machine that can scale your 14- and 16-ounce doughs

but not your 8-ounce, after all, won’t do the job. “Dividers are most useful in commissary operations that are handling dough for multiple stores,” Lehmann says. “They’re accurate and work well. The average store won’t need them, but if you plan to grow locations, they might be something to add in the future.”

“You definitely want to understand your raw product and the final portion sizes needed,” Cardamone agrees. “Dough sheeters are typically used for more delicate, laminated-type doughs, whereas dividers and rounders are often used for more hearty, high-gluten-type doughs.” He notes that each unit you consider will have the product capacity it will handle outlined on the specification sheet, so it’s important to make sure the unit you’re selecting can provide the portion sizes needed for your end product!

Tracy Morin is PMQ’s senior copy editor.

SHEETERS AND HAND-TOSSED DOUGH

What’s the secret to using a sheeter when forming hand-tossed dough? Tom “The Dough Doctor” Lehmann explained the process back in our August 2010 issue. “When setting the roll gap on the sheeter/roller, adjust it so the dough is sheeted out to only about 2⁄3 of the desired finished diameter,” Lehmann wrote. “Then finish opening the dough by hand tossing. This method helps to keep your dough skins from having an overly thin center section, and if you are not proficient at opening dough balls completely by hand, it will increase your speed while allowing you to develop the necessary proficiency to ultimately open the entire dough ball by hand.”

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loyalty points Implement these quick and easy tips from marketing experts to create and maintain a winning loyalty program for your brand.

BY TRACY MORIN

Loyalty programs are so ubiquitous today that most consumers belong to at least one—and they’re likely to sign up for more than a dozen.

But research shows that they’re not always pulling their weight: A late-2018 analysis by Cambridge, Massachusetts-based Forrester Research reported that “nearly half of U.S. 18to 35-year-olds admit that programs influence what they buy and how much they spend,” but they also require “an emotional component that programs often fail to satisfy.” In fact, only 41% of consumers report that programs actually make them feel more loyal to a brand.

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Pizza companies like Tavolo Kitchen + Pizza, G’s Pizzeria and Uno Pizzeria & Grill use reward options to keep customers hungry for more.

With so many programs clearly missing the mark among consumers, it’s crucial to make yours stand out—while ensuring it runs smoothly and pulls in key information you can use to ramp up business for the future. Read on for some easily implemented tips that will help make your loyalty program a success.

EXPERT: DAVE CESARO, EXECUTIVE DIRECTOR, VERTICAL MARKETING, VALASSIS, LIVONIA, MI

Key takeaway: Use data to personalize the customer experience.

The key for successful loyalty programs, besides ease of use and bonus achievements, is understanding where, how and what each customer purchases. That allows brands to craft messages and incentives to inspire incremental visits, increase ticket sizes or try new items. Best-in-class restaurant loyalty programs include giving the most loyal members sneak peeks at new limited-time offers or developing a tiered point system that rewards incremental visits or app downloads. But restaurants looking to establish loyalty programs must be aware that offering free breadsticks on someone’s birthday won’t be enough to inspire action. With customer loyalty fading, pizzerias cannot simply rely on their top customers to drive traffic and sales in 2020. Promotions will remain a key driver for loyal, lapsed and new consumer activation, with true loyalty being earned through quality food and solid operations.

EXPERT: TONI CLEM, CEO, SCOPPECHIO, LOUISVILLE, KY, AND CINCINNATI, OH

Key takeaway: Focus your acquisition strategy on the lifetime value of a client, not just one visit.

Tip #1: Restaurants often rely on heavily discounted acquisition offers to grow their database quickly. Unfortunately, this results in guests who want a quick deal but never come back.

Therefore, pizzeria owners need to reach beyond that first visit.

Incorporate zone messaging strategies, ease of signups, and local advertising to acquire loyalty program members.

Tip #2: Segmentation often starts with recency (how long ago they last visited), frequency and monetary models to determine the loyalty of guests. However, looking only at monetary values can be flawed for restaurants that compete in high-frequency, low-cost meals. Instead of looking at monetary values, focus on recency and frequency, and then layer on occasions (such as party size and time of day) in place of monetary to monitor guest behavior.

Tip #3: Your best customers likely aren’t going to change their behavior with special offers. We see a lot of burnout with offers and rewards; customers simply expect them now. Instead, reward your customers with something tangible rather than simply another coupon. For example, unique merchandise rewards are a way to go beyond the transactional and build a relationship with your best customers.

EXPERT: RAY CLOPTON, CEO, WILBUR, BROOMFIELD, CO

Key takeaway: Streamline the process from start to finish.

Today, with so many options available, consumers are very selective about the loyalty programs they join. They are more likely to be loyal to brands that respect their personal privacy, and they don’t necessarily want to join a loyalty program that asks for too much data. They also want convenience when it comes to loyalty programs and do not want to carry a card in their wallet or download another app on their smartphone.

Restaurants and pizzerias that make it easy for their customers to participate will have the best response. By using a cardless, phone number-based approach to loyalty programs, customers no longer have to remember a card; they can simply provide their phone number at the end of a meal to receive rewards.

Giving rewards to your customers, no matter how simple or small, can make them feel appreciated and valued; keep them engaged with and loyal to your business; and encourage a stronger connection so they recommend you to their friends.

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With Pizza Rev’s Rev Rewards program, members earn a free pizza or entree salad when they accumulate 100 points.

EXPERT: STACY CAPRIO, FOUNDER, GROWTH MARKETING, CHICAGO, IL

Key takeaway: Add the element of surprise.

Creating a loyalty program that offers surprise rewards at random intervals when people come back a certain number of times is a great way to make people excited to keep coming back to your pizzeria. Create surprise in the intervals and types of rewards, and people will want to come back just to see what rewards they will get—and when!

PROGRESSIVE PERKS

According to Forrester Research in Cambridge, Massachusetts, loyalty customers expect more than a brand’s best discount; they also want to feel special and look for perks that are relevant to the companies they’re buying from—and 80% of loyalty program members want to receive special treatment not available to other customers.

For example, Forrester compares the perk of cash back, which provides only positive reinforcement in the moment, vs. status tiers, which create more valuable feelings of anticipation and extended gratification.

Big-name brands are certainly taking note of findings like these. Last year, Nation’s Restaurant News reported that Jackson,

Mississippi-based Newk’s Eatery, with more than 120 locations in 16 states, was experimenting with a program that allowed customers to “cut in line during peak hours, get ‘prime’ seating or receive free samples of new menu items.” In the same article, Seattle-based MOD Pizza, with more than 465 locations nationwide, was noted for finding inspiration in airlines for its own loyalty program, but with an altruistic twist: Customers can now “pay it forward,” donating their accumulated points to Generosity Feeds, a nonprofit that feeds children in need.

Alternatively, McDonald’s unveiled a different type of pay-itforward program that allowed members to pass on free coffee to other people for a limited time.

The key takeaways here? Think outside the box. Ask your customers what’s most valuable to them. Monitor how well each program structure or perk works for your business— and don’t be afraid to make tweaks along the way!

Tracy Morin is PMQ’s senior copy editor.

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Tom “The Dough Doctor” Lehmann zeroes in on what makes “00” flours unique.

BY TOM LEHMANN

We hear a lot about “00” flours these days and how they make great pizzas. Some pizzeria owners believe that simply switching over to a “00” flour will make their pizzas superior or, at least, better than they already are. I’m sorry to say that isn’t necessarily the case. “00” flours are indeed good flours and will make delicious pizzas, but there are a few things you need to know about them first.

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1

THE SOFT WHEAT FACTOR

So, what makes the “00” flours unique? I think the single most important difference is that they are typically made using varieties of soft wheat flour. Soft wheat flours differ from the American and Canadian hard wheat flours from which our regular pizza flours are made. The gluten structure developed from soft wheat flours is typically more extensible, which makes the dough easier to open into a skin with less dough memory/snap-back. At the same time, though, you may find that doughs made with “00” flour do not exhibit the fermentation tolerance of your regular pizza flour.

That means you need to proceed cautiously to determine if the use of a “00” flour will require any changes in your dough management procedure or in how you handle leftover dough at the end of the day.

2

DIFFERENCES IN PERFORMANCE

Keep in mind that all “00” flours are not the same.

Some are designed to perform with less than 12 hours of fermentation time, which is suitable for making same-day doughs, while others are designed for longer fermentation times, usually in the 24- to 48-hour range. So make sure you take a close look at the “00” flour performance characteristics before clicking on “buy now.” (Contrary to popular belief, by the way, “00” flour doughs can be baked in any type of oven suitable for baking pizzas. Your dough just needs to be formulated properly for the application.)

“So is “00” flour right for everyone?

Of course not. It all depends on the kind of pizza you want to make and how much you can afford to pay for your flour.”

— TOM LEHMANN

3

THE MALT IS MISSING

“00” flours typically are not treated in any way, which means they are not malted either by addition of diastatic malt or enzymes. Hence, this type of flour might not support long fermentation times unless you add malt or sugar to the dough formula. It also means that if your dough formula doesn’t include any milk, sugar, eggs or malt and your oven doesn’t bake at temperatures above 600°F to 700°F, you’re probably not going to get too much crust color development on your pizzas with “00” flour. More recently, however, we have seen “00” flours designed specifically for the American market.

Some of these are, in fact, malted, making them a potentially better replacement for the flour that you are already using.

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OPENING “00” DOUGH BALLS

What about the way we open our dough balls? In my experience, pizza doughs made with the correct “00” flour will open very easily. Additionally, those aforementioned soft and extensible dough properties can be put to good use if you happen to open your dough using one of the pressing methods. Just remember that you will want to reduce the amount of doughreducing agent, such as L-cysteine or dead yeast, by approximately 50% and work up gradually to find the optimum level for your specific application.

I’ve had some success with opening “00” flour doughs using a dough sheeter/dough roller. But extreme care should be taken in determining the correct dough absorption for this application, since an overly soft and extensible dough can be extremely difficult to manage at the sheeter. With that said, you can use the sheeter to partially open the dough in preparation for hand tossing or table stretching. Since the dough isn’t being sheeted to full diameter, there is greater tolerance to a soft and extensible dough, and the dough piece is much easier to handle after passing through the sheeting rolls. After that, it is ready to be manually opened to full diameter.

5

THEY’RE NOT CHEAP.

When it comes to “00” flours, there are both domestic as well as imported versions, and, not surprisingly, the imported flours generally command a premium price. If you have a commissary operation, the price and fermentation limitations may not fit well into your operating profile. On the other hand, if you are a small shop owner or an independent operator—or possibly even a multistore regional chain operator—“00” flour certainly has its merits.

So is “00” flour right for everyone? Of course not. It all depends on the kind of pizza you want to make and how much you can afford to pay for your flour. But it does have a reputation for quality and can help distinguish your pizzeria from competitors. Just keep in mind that you’ll have to learn how to work with it and know its limitations, from mixing through baking, to get the most out of your “00” flour.

Tom Lehmann is a leading pizza industry consultant.

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PIZZA PICASSO

The Force is strong with Eric Palmieri, the artist behind the Baby Yoda pizza and other iconic portraits rendered in cheese, veggies and meats.

BY CALLIE DANIELS BRYANT PHOTOS COURTESY ERIC PALMIERI

When you’re born into a prolific Italian-American restaurant family spanning five generations, the bar is high for making your own mark in the culinary world. But Eric Palmieri of D. Palmieri’s Bakery, located in Johnston, Rhode Island, has met that challenge with style as a prolific and gifted pizza artist—and with a little help, perhaps, from the Force.

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Palmieri’s pizza art designs have earned widespread coverage in recent months from national media outlets like CNN and Fox News. Exquisitely attuned to the popculture zeitgeist, he has created designs that range from simple creations like sunflowers and roosters to Heath Ledger’s Joker, Pennywise from the It films, and Jon Snow of Game of Thrones fame, not to mention iconic Star Wars characters like Darth Vader, Chewbacca and BB-8.

His crowning achievement so far might be his Baby Yoda pizza, which depicts the beloved character from The Mandalorian, complete with huge ears and a stony, inscrutable expression. It’s a work of pizza art that seems tailor-made for the Instagram era, but it’s just one of many masterpieces in Palmieri’s ever-growing portfolio. “As far as the most creative pizza I’ve made goes,” he says, “it’s probably a toss-up among either the Lady and the Tramp pizza, the Winifred Sanderson (the witch played by Bette Midler in Hocus Pocus) pizza, or the Predator pizza from Alien v. Predator.”

Palmieri says he had to figure out new techniques for using ingredients to achieve the looks he wanted. “At this point, I’m usually able to plot out exactly what kind of ingredients I’m going to use and how I’m going to manipulate them beforehand,” he says. “However, in the beginning, there was a lot of trial and error in developing my techniques.”

Eric Palmieri taps into the cultural zeitgest with pizza portraits of popular TV and film characters like Baby Yoda and Jon Snow.

DISCOVERING HIS INNER ARTIST

As a fifth-generation baker, Palmieri’s basic pizza know-how came from growing up in the business, but the passion came after college graduation. “I studied music composition at Colorado College and had no plans to make a career out of baking,” he says. But after a devastating fire destroyed the bakery, owned by his father Stephen Palmieri, in July 2007, he joined the family business once the facility was rebuilt. “I found myself with a newfound love and appreciation for the bakery that I didn’t really have before,” he recalls. “I don’t think I ever fully realized how much our bakery meant to the customers when I was younger, some of whom had been coming 64 PMQ PIZZA MAGAZINE | THE WORLD’S AUTHORITY ON PIZZA

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for decades. In the days following the fire, the outpouring of support and grief from customers over the loss of the bakery was overwhelming and humbling.”

Palmieri has always loved art but never studied it, so he’s entirely self-taught. It has taken him nearly four years to develop and hone his skills, starting with an American flag pizza—with pepperoni stripes and olive stars—in 2016. He followed up with a pie sporting the New England Patriots logo in honor of their run for the Super Bowl title in 2017. These artistic pies proved so popular with customers that he started branching out, creating eye-popping designs inspired by cartoon characters like Scooby Doo, the Grinch, Snoopy and

Charlie Brown. He posts photos of many of his creations on the D. Palmieri’s Bakery Instagram page as well as on a private Instagram account called Eric Palmieri Pizza Designs.

After bush fires destroyed wildlife habitats across Australia in late 2019 and early 2020, he even created newsworthy pizza artwork featuring beloved animals like koalas and kangaroos and asked his followers to donate to Aussie fire departments battling the blazes.

ART YOU CAN EAT

Palmieri works with a variety of pizza ingredients, including standards like diced tomatoes and bell peppers, and every pie is completely edible. The most unusual toppings he has used so far, Palmieri says, were blue and purple potatoes. “Both colors are hard to find elsewhere,” he notes. “I used thinly sliced purple potatoes to great effect in my Joker pizza, and I used mashed blue potatoes to make a Barcelona soccer logo.

Unfortunately, the blue potatoes are really hard to find lately, and not being able to use blue really limits what types of designs I can make.”

Palmieri also designs pizza portraits based on well-known hometown personalities, such as Providence TV news anchors Mario Hilario and Frank Coletta—a shrewd way

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From pizza portraits of David Bowie as Ziggy Stardust, BB-8 and Pennywise to lovely renditions depicting wine flowing into a glass, Eric Palmieri’s pizza art runs the pop-culture gamut.

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Palmieri often creates pizza art on commission, such as this portrait of Iron Man for a young customer or classic film characters like ET and Darth Vader.

to grab media attention in a pizza-saturated market. But creating edible portraits proved to be a challenge, he admits. “Human faces are incredibly difficult to do well using food,” he says. “Everyone’s face is extremely unique to them, and the slightest misstep can be the difference between good representation and bad representation.”

Commissions make up the bulk of Palmieri’s work. “Most often, people want me to make [pizza art] of their pets, school logos, or a favorite character or animal that I haven’t made yet. Just recently, I got requests for a giraffe and an alpaca,” he says.

Palmieri’s price per commission depends on the level of detail the customer wants. He works closely with customers to accommodate their budgets and dietary preferences. A basic work of pizza art will cost $59.99, and a more detailed rendition will usually cost around $89.99.

Outside of commissions, Palmieri tries to make one or two new designs per week. “I love what I do, and I really try to not go too long without making something new,” he says. “I’m always working hard to develop new skills and techniques in order to improve the look and quality of my designs.

“Today, the most gratifying part of what I do is seeing the faces of parents when they come to pick up one of my pizza designs for their child’s birthday,” he adds. “I have two girls—three months old and two and a half years old—and I know how important those family functions are to parents and other relatives. It means a lot to me to know that I was able to make their special day a little bit extra special with my pizza art.”

Callie Daniels Bryant is PMQ’s associate editor.

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THE PIZZA FORUM

BEST SHOW O

PMQ dropped in on Middleby Marshall’s traveling pizza event in Philadelphia and Fairfield, New Jersey to learn about the hottest new equipment in the industry.

The traveling Pizza Forum recently drew pizzeria owners and pizza chefs from around New Jersey and the Philadelphia region to explore the fastgrowing world of pizza equipment technology. From high-tech ovens and mixers to slicers, fryers, sauces and toppings, the Pizza Forum helps pizza makers better understand how volume, space, fuel source and pizza type factor into purchasing the best equipment and ingredients for their kitchens.

The Pizza Forum visits foodservice distributors and offers demonstrations around the country, with recent stops at Pecinca Ferri in Fairfield, New Jersey, and One Source in Sharon Hill, Pennsylvania. “What’s wonderful about this is that we have many different [pizzeria] operators coming in with their own situations, looking for solutions,” said Stephanie Martin of Marsal Pizza Ovens. “We have all different types of vendors, from single-pie to multiple-pie solutions—like TurboChef, Doyon, Marsal and Middleby Marshall—and a vast array of products to check out. Operators can also bring in their own products and make pizzas. They can get it all done in one place.”

Chef Nicholas Mercogliano of Pecinka Ferri even demonstrated how to make his famous pepperoni roll bouquet, inspired by one of his favorite foods from childhood. “As a child, I used to go to my grandfather’s house on 86th Street in Brooklyn,” Mercogliano recalled. “Down the street was a place called Papa Mike’s. We would always get the pepperoni rolls—that was one of our favorite items there.”

Mercogliano said he created his own version of the pepperoni rolls at an earlier Pizza Forum event. “I didn’t have an actual sheet pan in my hands, so I just took a round tin and stacked them in there, proofed them and baked them, and it came out as a pepperoni roll bouquet. It was actually pretty cool.”

PMQ dropped in on both the Pecinca Ferri and One Source forums to learn more about the hottest moneymaking technologies and products in the pizza world. Check out our staff ’s product reviews and watch video interviews with industry leaders at pmq.com/pizzaforum to learn more!

EXCLUSIVE VIDEO COVERAGE To learn more about the equipment and products displayed at the Pizza Forum, watch our exclusive video interviews with representatives from the industry’s leading manufacturers and distributors at pmq.com/pizzaforum.

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STEVE’S PICKS —Steve Green, Publisher TURBOCHEF

TurboChef ’s Double-Batch oven is one of the company’s latest and greatest impingement technology ovens. You can independently control the bake on each batch with a single controller. Equipped with both manual and menu modes, this oven uses catalytic converter technology, doing away with the need for a hood vent.

At 100% airflow, you can bake pizzas up to 16” in 2 ½ to 3 minutes. turbochef.com STANISLAUS

Stanislaus has been around since the 1940s, so they’re easily one of the best-known pizza sauce companies in the country. Their canning process, from harvesting to sealing, takes place within six hours to ensure optimal freshness of the product. They offer everything from whole-peeled tomatoes to strips, ground and purees, as well as pizza sauces like the Full-Red, Saporito and Super Dolce. stanislaus.com MARSAL PIZZA OVENS

The Wave oven from Marsal is ideal as a front-of-the-house oven for making artisan pizzas and breads. The Wave’s live flame provides a solid alternative to wood-burning ovens, which require a lot of labor and are tightly regulated in some communities. With the Wave, you can add wood chips in the back of the oven to get that smoky flavor without all the extra work of dealing with a wood-fired oven. marsalovens.com

LINDA’S PICKS —Linda Green, Co-Publisher FONTANINI FOODS

We found a variety of high-quality meat toppings from Fontanini, a division of Hormel, including sausages and pepperonis that will make your meat pizzas excellent. Thanks to the company’s integration into Hormel, Fontanini now has a more extensive selection of pepperoni, from industry favorites like cup-andchar, a favorite for Detroit-style pizza, to random-slice and even Mexican choriza for pizzerias that serve Southwestern-style pizza. fontanini.com, hormel.com VARIMIXER

We watched a demonstration of this mixer and were impressed. It’s an innovative piece of equipment with a safety feature—a guard rail—that makes it an excellent choice. Once the rail is removed, the machine shuts down automatically. Made of stainless steel, this mixer is an easy-to-clean system. It has no latches, is easy to operate, and you can change the speed without stopping the machine. varimixer.com 74 PMQ PIZZA MAGAZINE | THE WORLD’S AUTHORITY ON PIZZA

GLOBE FOOD EQUIPMENT

I found this stunning Old World-style red slicer to be a real showpiece, perfect for placing in the front of the house to show the fresh quality of the meats being sliced for your pizzas. We watched it perform on some prosciuttio and really enjoyed seeing how this beautiful machine works. It’s also great for slicing charcuterie, and it can be rolled from table to table to show it off. globefoodequip.com MIDDLEBY MARSHALL

We caught a whiff of some delicious pizza being made on Middleby Marshall’s Wow! Oven. This conveyor oven is equipped with an inverter, which is like a turbo charger for your car. It increases the air speed, so you get a speedy bake with a smaller footprint and more throughput than many ovens on the market. The Wow! Ovens can be stacked up to three or four high to save space, which is important if you’ve got limited kitchen space for your ovens. middmarshall.com

CHRIS’S PICKS

—Chris Green, PizzaTV Reporter WMF

WMF has been around since the 1850s, so naturally they’ve had a lot of time to perfect their coffee machines, and I’d say they’ve done it. They are not only aesthetically pleasing but energy-smart and can seamlessly produce the perfect cup of coffee. If a guest decides to end the meal with a cup of coffee, espresso or cappuccino, it will no doubt be the last thing they’ll remember and the perfect counterpart to their dessert. espressosolution.com DOYON

The Doyon Ventless TRIO oven was truly phenomenal to see in action, perfect for limited spaces with a small footprint yet powerful and versatile in its pizza prowess. You can bake three 18” pizzas to perfection on three rotating perforated nickel decks in as little as four minutes. With their easy-to-navigate control panel, jet air-reversing fan system and the versatility to bake bread, rolls, cookies, pies, bagels and more, you’ve got a pizza oven primed for success. doyon.qc.ca

THE SECRET INGREDIENT IN YOUR MARKETING: DIRECT MAIL WITH MAIL SHARK SMART MARKET

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Direct mail is a potent marketing tactic, garnering higher response rates than any digital direct marketing medium (DMA, 2018). Many resources on marketing pizza shops reference digital marketing, local marketing and customer loyalty programs, but direct mail is often seen as dead, or less relevant. However, that just isn’t the case. It’s actually an effective component in an omnichannel strategy.

Just ask Nick Bogacz, the president/founder of award-winning Caliente Pizza & Draft House, a three-time World Pizza Champion in Pittsburgh, and author of The Pizza Equation.

“One of the relationships that has helped me explode my business is with the great folks at Mail Shark,” he says.

“Direct mail may be dead if you are using another company, but Mail Shark pumps life right into your pizzeria in the way of making your phones ring off the hook!”

“We have grown from one store doing $500,000 to five stores doing over $9 million in sales over seven short years, and Mail Shark has been there every step of the way!”

Nick Bogacz | Caliente Pizza & Draft House

Seven years ago, Nick partnered with Pennsylvania-based direct mail company Mail Shark to add direct mail to Caliente’s marketing mix. Sales were ignited by Mail Shark’s product variety and affordable Annual Mailing Program. “Their system of direct mailing is battle-tested to stand the trials of today’s marketing challenges,” Bogacz explains. “They offer guidance and explanations along with proven insights in shaping an important arm of your marketing plan.”

Photo courtesy of Edward Reiker Photographer

For Caliente, Mail Shark’s process included a new mailing area targeted each week, which provided a steady flow of new business with trackable results. “We have grown from one store doing $500,000 to five stores doing over $9 million in sales over seven short years,” Bogacz continues, “and Mail Shark has been there every step of the way!”

Mail Shark is a group of passionate people dedicated to delivering a unique strategy and effective direct-mail products that are affordable for every business, large or small.

Today, thousands of pizza shops are reaping the benefits of Mail Shark’s unique approach. Call today to add your own secret ingredient to your marketing! Call 610-463-0177 or visit themailshark.com/PMQ to learn more.

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SMART MARKET

THE SECRETS OF PINSA PERFECTION

“The simple yet reliable design of our spiral mixers translates into low maintenance and longevity that can last a lifetime. If you buy one of our spiral mixers, you may be passing that mixer on to your children if they take over your pizza business!”

— GORDON YANG, AMERICAN EAGLE FOOD MACHINERY

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American Eagle spiral mixers are proven to outperform other mixers for a wide range of dough types. From low-hydration heavy doughs used in traditional pizzas to very high-hydration doughs like Pinsa Romana, American Eagle spiral mixers offer the power, torque, versatility and reliability to perfectly match the needs of any pizzeria. To learn more, we interviewed Gordon Yang of American Eagle Food Machinery and Carlo Pedone, founder of Pinsa Romana America.

Q: GORDON, CAN YOU TELL US MORE ABOUT AMERICAN EAGLE FOOD MACHINERY AND ITS SPIRAL MIXERS? Yang: Our company is a family-operated manufacturer and wholesaler of commercial bakery and restaurant equipment. We’ve been selling our line of spiral mixers under the American Eagle brand since 1994, and some of those early models are still in use today!

Our spiral mixers have always been built using “old-school” design. This means we stick to tried-and-true methods, using cast-iron housing formed out of one mold, heavyduty 3-phase motors, fiber-embedded v-belts in the drive system, high-quality extra thick-gauge stainless steel, and durable physical push buttons, timers and switches.

The simple yet reliable design of our spiral mixers translates into low maintenance and longevity that can last a lifetime. If you buy one of our spiral mixers, you may be passing that mixer on to your children if they take over your pizza business! You can find more information about our line of spiral mixers at americaneaglemachine.com.

Continued on page 80 >>>

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

SMART MARKET

SPONSORED CONTENT

Q: CARLO, CAN YOU TELL US MORE ABOUT PINSA ROMANA USA AND WHAT MAKES PINSA FLOUR SO REVOLUTIONARY TO THE PIZZA INDUSTRY? Pedone: Pinsa Romana America, LLC, is the master importer in the United States for Di Marco Flours. Corrado Di Marco invented and put the name “Pinsa” to this revolutionary product. Pinsa Flour is a blend of flours that creates a pillow-like crust with an amazing flavor profile. Pinsa is magic in a bag: Pinsa Expert Flour, 80% water, extra-virgin olive oil, salt and dry active yeast. After mixing, we use a revolutionary process of long, cold fermentation (48 to 72 hours) that allows the dough to develop and triple in size. We train our chefs to ball and hand-stretch the dough. Chefs around the world are excited to use our flour, which adapts to all restaurant environments (fast food, fast casual, casual and fine dining), and the recipes are endless. Visit pinsaromana.us for more information and to learn about available classes that will teach you how to make Pinsa Romana.

Q: GORDON, AS A NATIVE CHICAGOAN, PIZZA IS A BIG DEAL FOR YOUR CITY. SOME MIGHT SAY IT’S AMERICA’S PIZZA CAPITAL. COULD YOU SHARE YOUR THOUGHTS ON WHAT YOU SEE AS IMPORTANT INDUSTRY TRENDS? Yang: One important trend is the consumer desire for healthier, lighter foods prepared fresh with organic ingredients and no GMOs. This is especially true among millennials like myself and younger generations. Having grown up in Chicago, I love pizza, and our city has the largest variety of pizza I’ve seen anywhere—and I’ve seen a number of new concepts tried in Chicago. A general issue with traditional pizzas is that they’re not good for your waistline and can feel very heavy in your stomach. Pinsa Romana sacrifices nothing. As Carlo just mentioned, you can have amazing tasting dough, a healthier alternative and many possible applications for Pinsa Flour. No matter what industry trends come and go, our spiral mixers can offer any pizzeria (or pinseria!) the flexibility to meet changing consumer tastes, making them excellent long-term investments.

Q: CARLO, WHAT DO YOU NEED IN ORDER TO BE SUCCESSFUL IN OFFERING PINSA AS A MENU OPTION? Pedone: In order to be a successful pinseria, you will need Di Marco Pinsa Expert Flour, proper training on flour uses and a 2-speed heavy-duty spiral mixer. The mixer is a very important part of the equation, and with the American Eagle spiral mixer, you will be able to mix a low-gluten flour (Pinsa Expert-Wheat Flour, Rice Flour, Soy Flour and Sourdough Flour) and also be able to add 80% water to the mix. Having the horsepower and torque performance of the American Eagle spiral mixer on speed 2 (high speed) allows the dough to open and accept the high hydration levels. It’s very important to have a reliable, high-performing spiral mixer like American Eagle’s so that the Pinsa dough comes out smooth, like velvet! We’ve partnered with Pinsa School to offer in-depth knowledge and training, so check out the available resources at pinsaschool.com.

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

PRODUCT SPOTLIGHT

DIGITAL GATOR

With Digital Gator, you can automatically send SMS or email review requests to your customers, making it effortless to score a ton of new and authentic reviews for your pizzeria directly on Google, Facebook and any other review site that matters to your business. You can auto-share your best reviews to your website, blog, Facebook and Twitter pages. Digital Gator gives you the opportunity to dominate search results, beat local competitors and grow your pizza business. DIGITALGATOR.COM

BELLARISE

Established in North America in 2012 by Pak Group, Bellarise produces a full range of baking solutions that include top-quality yeasts, dough conditioners, softeners, application improvers, bases, emulsifiers and pastry ingredients. Bellarise leverages almost a century’s worth of Pak Group’s experience serving bakeries in more than 130 countries and specializes in clean label, non-GMO and organic solutions. BELLARISE.COM

PORTION PADL

Pizzas are made in different sizes and different shapes and cut into slices, squares and rectangles. The Portion PadL’s patented and patent-pending design can be custom-made to your pizza shape, pizza size and portioning applications. Ideal for selling pizza by-theslice applications, the Portion PadL reduces food costs and increases profits. Simple to use regardless of your employees’ experience, the Portion PadL improves kitchen efficiencies.

330-608-5928, PORTIONPADL.COM

HOT ROCKS

The Hot Rocks Pizza Oven’s new cutting-edge technology combines the “old-fashioned way of baking” with speed and consistency. This revolutionary granite stone oven can bake any style of pizza, including pan pizza for which baking the center is a challenge. The additional heat from the stone provides optimal baking without the sogginess. Check out this technology at the Pizza Expo in Vegas booth 1015! 855-278-3385, HOTROCKSOVENS.COM

BACIO

Bacio’s exceptional Italian pizza cheese is specially crafted for the most discerning pizzerias and restaurants that are passionate about using only the best ingredients. Uniquely crafted with fresh, grade-A milk and the company’s signature Kiss of Buffalo Milk, Bacio offers an authentic taste with unparalleled performance. Visit Bacio at Booth 1369 at the Pizza Expo or schedule a sampling at their website. BACIOCHEESE.COM

MARCH 2020 | PMQ.COM

81

IDEA ZONE

SPONSORED CONTENT

How to Get Started in the Pizza Business With DeIorio’s Do you have a unique dough recipe and want to get started in the pizza business? Or do you simply want to add a new dough to your menu? Have you considered getting your unique formula made by a manufacturer or reaching out to an expert with a unique, ready-to-go recipe? Whether you’re a small startup or a national pizza chain—if you have an idea, it can happen.

Deiorio’s specializes in private labeling and recipe replication—and it’s not as intimidating as it may seem! Here’s how it works: Step 1: The Consultation: Everything starts with an initial discussion regarding general concept viability, in which you and the DeIorio’s team exchange nondisclosure agreements for ideation/product protections. The brief call would include focuses like: What is the recipe idea? What sizes are you looking for? How often do you plan to buy the product, and what are your market goals?

The success of your business is always the goal, and DeIorio’s will point you in the direction for increased success and opportunity. Since there are no associated costs for consultation, it’s a low-risk/high-reward situation.

Step 2: The NPD Laboratory: Once you’ve completed your consultation, the NPD team creates lab samples, analyzing and testing your dough’s

recipe to get exactly what you’re seeking in a proprietary finished good. The aim is to always create a product that stays true to the original product while still functioning in the plant.

Step 3: The Production Floor: Once the recipe is suited for production in the plant, your product will be run in real time, tested and processed to ensure perfection from the production floor. Once the product runs efficiently, product pricing will be available to you.

Step 4: Approval: The dough is sent to you and awaits your approval.

Once approved, it’s time to put it on the market!

From day one, your dough gets the VIP treatment it needs to be a success.

From classic dough balls to alternative doughs (like cauliflower dough), you are a part of the process and an integral part in leading your dough in the best direction for your company.

If you don’t have your own recipe but are looking for a pizza dough that’s new and innovative, look out for DeIorio’s 2020 lineup, including ketofriendly pizza shells, plant-based dough balls and vegan options! To see these doughs in action, meet DeIorio’s at Booth 2523 at the Pizza Expo in Las Vegas, March 31 to April 2.

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Utica, NY • www.deiorios.com • 82 PMQ PIZZA MAGAZINE | THE WORLD’S AUTHORITY ON PIZZA

800-649-7612

Our Design.

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MARCH 2020 | PMQ.COM

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

Need a hand spicing up your crust ?

No problem, we’ve got the info you knead.

Visit the Tom Lehmann Dough Information Center for the answers to all your dough formulation questions. From baker’s percentages to water content to flavor-infused doughs, the Dough Doctor provides the info that will have you raking in the dough!

www.pmq.com/doughinformationcenter MARCH 2020 | PMQ.COM

87

THE PIZZA EXCHANGE

ACCOUNTING

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pmq.com/Recipe-Bank/ 88 PMQ PIZZA MAGAZINE | THE WORLD’S AUTHORITY ON PIZZA

10:04:19 AM

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MARCH 2020 | PMQ.COM

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THE PIZZA EXCHANGE

DOUGH DIVIDERS/ROUNDERS, PRESSES/ROLLERS

FLOUR

Exceptional pizza starts with exceptional flour.

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

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 SEE US AT PIZZA EXPO BOOTH #2075

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Heckers & Ceresota

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Order by phone or online.

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FLOUR, GLUTEN-FREE Scan for Demo

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

pmq.com/Recipe-Bank/ 90 PMQ PIZZA MAGAZINE | THE WORLD’S AUTHORITY ON PIZZA

PIZZA INDUSTRY RESOURCE GUIDE

INSURANCE

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THE PIZZA EXCHANGE

MIXERS

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

PIZZA INDUSTRY RESOURCE GUIDE

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MARCH 2020 | PMQ.COM

93

THE PIZZA EXCHANGE PIZZA OVENS

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Manufacturers’ Direct Pricing • Call or order online • We export 94 PMQ PIZZA MAGAZINE | THE WORLD’S AUTHORITY ON PIZZA

PIZZA INDUSTRY RESOURCE GUIDE PIZZA DOUGH BOX LINERS

PRINTING

610-463-0508 | themailshark.com/PMQ20 SAUCE

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

MARCH 2020 | PMQ.COM

95

THE PIZZA EXCHANGE

SAUCE

WINGS

SCALES

Find your scale at YamatoAmericas.com

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

TELEPHONE EQUIPMENT/SUPPLIES/SERVICE

ALWAYS WITH YOU.

Come follow us, like us, and engage with us on these social media platforms!

TOMATO PRODUCTS

Are you a pizza-making genius?

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Share your best recipes with PMQ - and the entire pizza-loving world in the Recipe Bank.

• Pizzas • Appetizers • Entrees

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Submit your recipes TODAY at PMQ.com/recipebank!

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

# 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.

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

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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

PIZZA HALL OF FAME (Clockwise from left) Joseph Letizia served as a cook in the army during WWI; a five-year-old Dennis Letizia sits on his father’s car in front of Uncle Joe’s in 1975; Uncle Joe’s Restaurant found success in Norwalk; Joseph’s wife, Jenny, chats with customers in 1937; Letizia’s Pizza carries on the Uncle Joe’s tradition.

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

LETIZIA’S PIZZA Joseph Letizia’s pizza recipe, emulating the indomitable man himself, has persisted through three generations of ownership—and some astonishing twists and turns in the road. By Tracy Morin As a young man, Italian immigrant Joseph Letizia shined shoes and mopped saloon floors; honed his skills as a WWI army chef; and, determined to be a good American, attended night school for history and English. His 1936 restaurant in Westport, Connecticut, lasted only one year, but a second concept in Norwalk in 1937, Uncle Joe’s (which sold pizzas on weekends only), proved an immediate success, thanks to the area’s large Italian population and well-employed trucking company. In 1947, he built a new spot at another location and initially struggled, but after a few years, business boomed. “My father helped everybody, catered to the working man, and they were loyal to him,” recalls Daniel Letizia, Joseph’s son. “It was probably the busiest restaurant in Norwalk.”

Unfortunately, health woes eventually struck: In the ’50s, Joseph lost toes and finally an entire leg to diabetes complications, yet still worked fervently in the restaurant on a wooden leg and ordered customers rounds of drinks from the hospital. By his passing in 1962, he’d bequeathed the business to his son and daughter, Louis and Victoria; she reigned until 1970, when the business was again in trouble and Joseph’s other son and daughter, Daniel and Mary, took over. “When Italian mothers ask their boys to do something, they do it,” Daniel says with a laugh. “We built the business back up, but after my mother died, I got out.”

Daniel’s sons were still teenagers—too young to take over—so the family sold the name (but not the recipes) to a friend in 1985, and Uncle Joe’s is still in operation today. But Daniel’s then-20-year-old son, Dennis, soon revived those beloved recipes, opening Letizia’s Pizza in 1991—and they’ve been going strong ever since, with help from Daniel (who, at 82, still makes his father’s sauce) and Dennis’ cousin, Dave Cook (son of Joseph’s original right-hand man, Ray Cook). Dennis’ brother-in-law, Danny, joined them in 2016.

The team effort has earned Letizia’s a growing social media fan base, numerous “best of” accolades, and massive catering orders from local corporations. Each October, the pizzeria donates 100% percent of total sales on a particular specialty pie to breast cancer charities, raking in $10,000-plus in just three years. And, despite one-time dreams of expansion, the family remains adamant about not sacrificing quality.

“You have to be willing to put in the effort and spend the money on your product,” Danny concludes. “We’re happy—we’re busy all the time, and we make a living. We’ve been lucky. We see places come and go every year, but we’re still here.”

Tracy Morin is PMQ’s senior copy editor.

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

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