PMQ Pizza Magazine May 2011 by PMQ Pizza Magazine

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Online at PMQ.com May 2011 PIZZA TV: RECENT VIDEOS

PIZZA RADIO Pizza Radio host Andrew Abernathy asks the questions and you get the answers during weekly interviews with industry experts.

Ask the Experts Susan Guy Susan Guy, a Domino’s delivery driver in Memphis, Tennessee, saved the life of an elderly customer after she noticed the regular client stopped ordering pizza.

Can the Pizza Playground be Saved?

Clint Parr

PMQ and the Pizza TV van visit the National Zoo in Washington D.C. to find out what it will take to save a beloved pizza themed playground that’s on the verge of closing due to budget cuts.

Clint Parr, CEO of MacroSolve, a mobile technology developer in Tulsa, Oklahoma, discusses his take on trends in foodservice mobile applications.

PMQ’s TOP SOCIAL MEDIA PICKS Social media is more than just Web-based chatter—it’s a marketing revolution! Whether a “Big Three” franchisee or a mom-and-pop operation, we’ve seen operators generate sales from steadfast Facebook and Twitter campaigns. PMQ editors monitor how industry professionals embrace social media and, in some ways, help write the rules for viral marketing. Here are some of our favorites this month:

Find PMQ at @pmqpizzzamag.

PieHolePizza Okay, for real, how many places trim the roots off fresh garlic cloves before they roast them? We do! http://twitpic.com/4eb9bg Crust_Pizza #CrustFreePizzaFriday winner will be chosen at noon, tweet I’m entering @Crust_Pizza #CrustFreePizzaFriday to enter! http://ow.ly/46th5

Find PMQ at facebook.com/ pmqpizzamagazine.

PMQ’s digital issues are now accessible on your iPad!

PizzaSola Check out what we created with The Dough Doctor Tom Lehmann!! http://www.facebook.com/pizzasola#!/album.php?aid=282560&id=349097652916 652916 Pizza Zone Going somewhere fun for spring break? Send us a picture of your Pizza Zone magnet on vacation with you and we’ll send YOU something special! Send your pics to comments@pizzazone.cc. Flippin’ Pizza Looking to be health-conscious this Sunday? Well, listen up! Flippin’ Pizza has no added oils, sugars or high-fructose corn syrup! Donte’s Pizzeria Week two of our Great Gas Giveaway starts today....Spend $25 and be entered for a chance for a $25 GetGo gas card! 412.655.2004, dontespizzeria.com.

PMQ Pizza Magazine – The Pizza Industry’s Business Monthly

May 2011 ON THE COVER 24

OLGA THOMAS

Table of Contents

Taking It to the Streets Thinking about taking your pizza on the road? Get the lowdown on the pizza truck craze. By Andrew Abernathy

FEATURES 28

Selling Sandwiches Consider the benefits—and logistics—of adding sandwiches to your existing menu. By Tracy Morin

32 Adaptive Actions Increase productivity and morale in your pizzeria by cross-training your staff. By Andrew Jensen

Spacca Napoli: A Taste of Naples in Chicago Inspired by numerous visits to Naples and a threeyear residence in Florence, owner Jonathan Goldsmith brings Neapolitan-style pizza to Chicago. By Andrew Abernathy

38 Marketing Boom Learn how to promote your business to consumers who control 67% of the country’s wealth—baby boomers. By Artesha Dunning

46 The Pizza Plan Follow these simple strategic planning steps to map out a road to success. By Rebecca Staton-Reinstein, Ph.D.

48 Exploring Pizza Overseas Discover which European pizzerias are bringing in the most sales and which overseas countries are leading the pack in pizza popularity in part one of this three-part series.

IN EVERY ISSUE 6

Online at PMQ.com

Publisher’s Letter

12 Letters to the Editor

Pizza Press

Product Spotlight

Advertiser Index

Industry Resource Guide

Resource Guide Index

DEPARTMENTS 18

Zeak’s Tweaks: On a Roll Jeff Zeak explains how to lengthen the shelf life of your breadsticks. Have a dough question? Send it to editor@pmq.com.

20 New York’s Finest: Torta di Noccioli Chef Santo Bruno visits the sweet side this month with a recipe for Italian hazelnut cake.

22 Accounting for Your Money: Bank Loan Assistance and State Payroll Taxes Mike Rasmussen answers two of operators’ most common accounting questions. Have an accounting question? Send it to editor@pmq.com. M AG N E

On the Radio: Susan Guy

T STRE

Pizza Radio host Andrew Abernathy speaks with Susan Guy about how she helped save the life of a Domino’s delivery customer.

Coming Next Month

44 Pizza of the Month: Barbecue Chicken In this monthly feature, we spotlight a favorite style of pizza and recognize those around the country who feature it on their menus.

Pizza of the Month: Hawaiian Pizza 82 Time Capsule: Pizza Inn Yeast: PMQ’s resident dough experts Tom “The Dough

Opened in 1958, this Dallas-based chain has persevered through ups and downs and introduced the industry to several pizzeria innovations.

Doctor” Lehmann and Jeff Zeak weigh in on the proper uses of yeast.

Magnets: These aren’t just refrigerator decor;

GINNY SYKES

discover how magnets can help grow your business.

Tips for Working With Distributors: Review these useful tips from pizzeria operators and distributors about how to build your food distributor relationship.

Refrigeration: Learn how to get more from one of the most important pieces of equipment in your kitchen.

To hear any of the recorded interviews from this month’s issue, go to PizzaRadio.com and type “May 2011” in the search field. To view any of the videos accompanying this month’s issue, go to PizzaTV.com and type “May 2011” in the search field.

May 2011 • pmq.com

Publisher’s Letter Steve Green • Publisher, Founder When Pizza Happens…We’re There! The above quote is what it says on the side of our new PizzaTV news van, and they are words that we live by here at PMQ. This month I decided to do something a bit different with my Publisher’s Letter and use it to provide you with a behind-the-scenes look at what it is I do here at PMQ. Most of my job falls into two categories: talking to people on the phone about the business of pizza, and traveling around the country searching for gems of pizza knowledge, which I can later share with our readers—be it a winning picture, practical ideas, or a worthwhile interview. You can see from some of the photos here, that PMQ is always in the field staying connected to the industry so that our editorial can better connect with our readers.

PMQ Was There! Arguably the fastest pizza maker of the last two centuries, Domino’s Pizza Franchisee Brian Edler recently created a fundraiser for a local charity by attempting to break the Guinness Book of World Records for the most pizzas made by one person in just one hour. I traveled to Findlay, Ohio, to support his efforts and record the momentous event for PMQ. Think he was able break the record? See the video at PizzaTV.com to find out. After Findlay, I decided to check in on former cover boys Jason Samosky (Samosky’s Homestyle Pizzeria in Valley City, Ohio) and Mike Amheiser (Pizza Dock in Fredricktown, Ohio). I always enjoy visiting pizzerias, and since I had never been to the stores of these former winners of the American Pizza Championship, it was a special treat for me.

NAFEM and NAPICS Every two years the North American Food Equipment Manufacturers (NAFEM) trade show rolls into Orlando, and offers up new equipment to explore. There’s always something fun happening on the show floor, and this year was no different. If you recall, 28% of all American pizza stores are in Ohio or in a state that touches Ohio. That’s why I always love the NAPICS show. The show is home to one of the longest running pizza contests in the country, everything at the show is either pizza or ice cream, plus you get to learn from industry experts such as Tom Lehmann, Jeff Zeak and “Pizza Paul” Nyland.

The International Restaurant & Foodservice Show of New York This year’s New York show was easily the busiest show I have attended over the last 10 years; it was packed tight with attendees and chock full of good marketing ideas. After the show I got a chance to drop in on our most recent America’s Plate winner, Giulio Adriani at OliO Pizza e Più in the West Village, where I was treated to an award-worthy meal.

Steve Green Publisher, PMQ Pizza Magazine CEO, PMQ, Inc.

On the cover: Pi Pizzeria takes its pizza to the streets in St. Louis, Missouri. Photo by Lloyd Wolf

PMQ Pizza Magazine – The Pizza Industry’s Business Monthly

Top to bottom: Celebrating with Brian Edler; Jason Samosky fires up the grill; Mike Amheiser shows me around Fredricktown; innovations from Bag Solutions at NAPICS; Giulio Adriani greets us at the pizzeria.

Letters to the Editor Liz Barrett — A Publication of PMQ, Inc. — Winner of 4 GAMMA Awards

Walk of Fame

Chef Bruno Visits the Precinct I wanted to let you know that Chef Bruno and his family stopped in for a bite yesterday! He’s a nice guy and a lot of fun. Rick Drury Precinct Pizza Tampa, FL Rick, I’m so glad to hear that Chef Bruno made it over to your place to try some pizza. Maybe I’ll be getting some photos with you in front of his pizzeria in the future. Keep up the great work!

ISSN 1937-5263

I was lucky enough to stumble onto your goldmine of a site this morning and thought I’d reach out about a project that I’m working on. I’m looking for a family-owned and operated NYC/NJ pizzeria for a new TV project that I’m casting, and I thought as a connoisseur of all things pizza, you might have some recommendations of local pizza joints that fit the bill. We’re looking for a really fun and friendly bunch and one that’s totally “New York.” I’d love to hear if you have any ideas! J.D. Via email J.D., Believe it or not, we get a lot of these requests. Pizzeria owners and operators, by nature, are fun and friendly people! I’ve actually started to compile a list of people that I recommend when I receive these requests, and the list is always growing. (Note to PMQ readers: If you’d like your family-owned pizzeria to be considered for these types of projects, please send information, photos and reasons why you think you’re the next great pizzeria star to liz@pmq.com.)

PMQ, Inc. Publisher Steve Green sg@pmq.com ext. 123 Co-Publisher Linda Green linda@pmq.com ext. 121 Director of Operations Stefanie Goodwiller stefanie@pmq.com ext. 124 EDITORIAL Editor-in-Chief Liz Barrett liz@pmq.com ext. 126 Managing Editor Tracy Morin tracy@pmq.com ext. 140 Associate Editor Andrew Abernathy andrew@pmq.com ext. 133 Editorial Intern Artesha Dunning artesha@pmq.com ext. 136 Editorial Intern Kristie Warino kristie@pmq.com ext. 137 DESIGN/PRODUCTION Art Director Ellen Kellum ellen@pmq.com ext. 135 Webmaster Mike Cockrell mike@pmq.com ext. 139 Video and Web Editor Daniel Morrow daniel@pmq.com Assistant Web Designer Xiaobin Wu ben@pmq.com ADVERTISING Sales Director Linda Green linda@pmq.com ext. 121 Account Executive Clifton Moody clifton@pmq.com ext. 138 Account Executive Emeasha Mitchell emeasha@pmq.com ext. 127 ADMINISTRATION Accounting Shawn Brown shawn@pmq.com

Think Tank 2.0

Circulation Manager Sherlyn Clark sherlyn@pmq.com ext. 120

What’s the buzz? Log on to find out the latest industry buzz at PMQ.com/tt. Has anyone used the new Deals app for Facebook yet? The first deal I used ran for a week and expired this past Friday… Cheese increases 50% in two months...For the average shop using 800 pounds of cheese per week, this will equate to a $500 increase in the cost of cheese. Anybody know of a good wood-fired brick oven mason in New Jersey, Pennsylvania or New York that does good work at a fair price? Been weighing toppings for four to five months now, and I’m seeing about $600 to $700 savings a month in food cost…

Telemarketer Marie Johnson marie@pmq.com ext. 144 PMQ INTERNATIONAL PMQ China Yvonne Liu yvonne@pmq.com PMQ Australia-NZ Tom Boyles tom@pmqaustralia.com Pizza&Food Gabriele Ancona gabriele.ancona@pizzafood.it French Liaison Julien Panet jpanet@pizza.fr EDITORIAL ADVISORS Chef Santo Bruno Tom Lehmann Joey Todaro Ed Zimmerman

Thank You to Our PMQ Think Tank Moderators

CONTRIBUTORS

Daddio: Member since June 2006 Tom Lehmann: Member since June 2006

Chef Santo Bruno Andrew Jensen Rebecca Staton-Reinstein Michael J. Rasmussen Jeff Zeak

Rockstar Pizza: Member since June 2006 ADpizzaguy: Member since January 2007

We want to hear from you! Have a complaint, compliment or suggestion about something you’ve read in the pages of PMQ? Send your letter via email to editor@pmq.com with “Letter to the Editor” in the subject line, or mail to PMQ, ATTN: Letters to the Editor, 605 Edison St., Oxford, MS 38655. We look forward to hearing from you! Friend us on Facebook! Visit facebook.com/pmqpizzamagazine. Editor-in-chief Liz Barrett 12

U.S. Pizza Team Coordinator Holly Henning holly@uspizzateam.com ext. 129

PMQ Pizza Magazine – The Pizza Industry’s Business Monthly

Volume 15, Issue 4 PMQ Pizza Magazine 605 Edison St. • Oxford, MS 38655 662.234.5481 • 662.234.0665 Fax • linda@pmq.com PMQ Pizza Magazine (ISSN #1937-5263) is published 10 times per year. 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 2015, Langhorne, PA 19047. 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.

TOPPERS PIZZA

Pizza Press News and Views

Top Donation Topper’s Pizza (toppers.ca) with its franchise office in Ontario, Canada, is kicking off Cancer Awareness Month with a $10,000 donation to the Canadian Cancer Society. The money was raised through a promotion in which Topper’s donated a portion of its Famous House Dip sales to the cause; bottles of the dip now retail for the first time at all 35 Topper’s locations. “The product was so

Counting Calories With two locations in Glendale and Boulder, Colorado, Modmarket (modmarket.com) has taken calorie counts to another platform—receipts. Owners Anthony Pigliacampo and Rob McColgan, previously without restaurant backgrounds, decided to make a change in the industry by openly giving customers facts about their food. On Modmarket receipts, customers can see a breakdown of carbohydrates, calories, fat and protein for each order so they can be informed about their choices and, if necessary, choose to cut back in the future. “We like to think of ourselves as transparent with our customers—we have an open kitchen and we hide nothing,” says general manager, Peter Stewart. “We’d like to go a little further and let customers know what they’re eating.” –A.D. 14

PMQ Pizza Magazine – The Pizza Industry’s Business Monthly

popular that we exceeded our sales goals for the first year leading to a much higher donation than anticipated,” says Topper’s president Keith Toppazzini. “We couldn’t be happier.” As a supporter of the Canadian Cancer Society, this marks the second donation of this size made by Topper’s in four years. On hand to receive the donation was Canadian Cancer Society representative Francine Laroche, along with the mayor of Barrie, Jeff Lehman and the ceremony was followed by a pizza lunch. –K.W.

TOPPERS PIZZA

Pizza in Port

GARLIC JIM

’S FAMOUS

GOURMET PIZ

ZZA

Last March, Garlic Jim’s Famous Gourmet Pizza (garlicjims.com) headquartered in Everett, Washington, donated 150 pizzas to sailors on three Navy ships at nearby Naval Station Everett. The sailors, returning from a seven-month deployment, remained on duty for 24 hours once in port and the pizzas were given in thanks for the sailors’ service. “Garlic Jim’s values our service members and their sacrifices of duty for our country,” says Dwayne Northrop, CEO. “We take every opportunity to thank them in the best way we can. In this specific case, we’ve chosen to honor those on board who had to watch all of their shipmates disembark into the arms of their loved ones while they remained on duty.” No doubt some piping-hot pizza helped ease their transition. –K.W.

Neapolitan Honors In Italy, lobbyists are working hard to persuade the United Nations Educational, Scientific and Cultural Education (UNESCO) to acknowledge Neapolitan-style pizza as an important icon for the nation’s culture. This effort comes in the wake of UNESCO status for the Mediterranean Diet, which was added to the “intangible” cultural heritage list in 2010 after years of lobbying, according to a report from The Guardian. According to the unesco. org, “The resulting prestige often helps raise awareness among citizens and governments for heritage preservation. Greater awareness leads to a general rise in the level of the protection and conservation given to heritage properties. A country may also receive financial assistance and expert advice from the World Heritage Committee to support activities for preservation.” We doubt Neapolitan pizza will ever be an endangered species, but a little advocacy never hurts! –A.D.

PIZZA FUSION

Four-Leaf Chain Environmentally friendly pizza chain Pizza Fusion (pizzafusion.com), based in Deerfield, Florida, was named the greenest pizza chain in the nation last March by Greenopia.com, a website dedicated to advising readers on how to reduce their carbon footprint. The chain received four green leaves, meaning it met 90% of the website’s criteria in five categories: building design, supply chain, recycling/ take-back programs, stock and sustainability reporting. In its review of the chain, Green opia.com complimented Pizza Fusion for its LEED-certified buildings, organic ingredients, hybrid delivery vehicles, organic cotton uniforms and reusable pizza boxes. –A.A. May 2011 • pmq.com

Pizza Press News and Views

Grimaldi’s New Burgeria Grimaldi’s Pizzeria (grimaldispizzeria.com) has ventured into the burger business with a coal-fired twist! Last March, the Scottsdale, Arizona-based franchise company revealed plans to launch fast-casual concept Coal Burger (coalburger.com), a self-proclaimed “burgeria” which utilizes an oven similar to those used at its parent company. Cooked in a brick oven over hot coals, Coal Burger will use allnatural grass-fed beef and serve burgers on either a brioche, gluten-free or whole wheat bun. The menu will be stocked with organic and/or all-natural choices including organic beer, biodynamic wine and organic gelato. An environmentally friendly business model, the chain will use reclaimed wood to frame decorations, PVC-free banquette seating, sustainable bamboo chairs and 100% recycled paper products. The first stores are scheduled to open in Arizona and Texas in 2011. “It’s an exciting new concept,” says founder Joe Ciolli. “The smoky flavor of a coal fire paired with natural ingredients makes us believe we have a winning combination.” –A.A.

Pizza’s Facebook 500 Last April, in an effort to rank the most Facebook-savvy franchises, FranchiseHelp. com released its 2011 Franchise Facebook 500 list, and plenty of pizzerias made the ranks. A franchise’s social media clout was ranked by the number of followers and likes held at the time of the study. Pizzeria chains that ranked in the top 100 included: Pizza Hut (pizzahut.com) at No. 5, Papa John’s (papajohns.com) at No. 10, CiCi’s Pizza (cicispizza.com) at No. 39, Papa Murphy’s Take ’N’ Bake Pizza (papamurphys.com) at No. 48, Toppers Pizza (toppers.com) at No. 61, Pizza Ranch (pizzaranch.com) at No. 68, Ledo Pizza (ledopizza.com) at No. 69, Marco’s Pizza (marcos.com) at No. 74 and Happy Joe’s Pizza & Ice Cream (happyjoes. com) at No. 74. –A.A.

PMQ Pizza Magazine – The Pizza Industry’s Business Monthly

Wood-Fired Wisdom Attention, aspiring wood-fired pizza artisans: Last April, Goodfella’s Old World Brick Oven Pizza & Pasta (goodfellas.com) in Staten Island, New York, announced the opening of its first Master Pizza Class, a two-week, 100-hour course that offers hands-on learning with groups of one or two. Classes focus on mastering the use of wood-fired ovens, gourmet bread and cheese making, and managing quality and production standards. Tuition is $7,500, with a discount available for groups of two and start dates are negotiated with the instructors. “It will be a completely hands-on experience, turning pizza makers from all over the world into gourmet artisans,” says founder Scot Cosentino. “After we teach the art of making dough, bread and cheeses, we teach the operations side, too. It’s on-the-job training.” –A.A.

Pizza Candles

New York is known for its street food, and bustling Times Square Plaza may be a future hot spot for many pizza vendors and delivery drivers. Last March, the Times Square Alliance (TSA), issued proposals that would establish a pedestrian plaza with concessions and allow delivery. According to the proposal, up to five vendors would be allowed to sell food from “movable” concession locations in an area with 100 tables and 350 chairs. “If you’re sitting there, we want you to have the opportunity to get a light beverage or snack,” Tom Tompkins, president of the TSA, told the New York Post. “We’re constantly thinking about how to make these Broadway plazas a great urban space. We want to make it appealing to the people.” –A.A.

MAN CANS

Manhattan Street Eats

Thirteen-year-old Marysville, Ohio, native Hart Main is changing the candle world for the better—with the smell of fresh-baked pizza. Main is the founder of the Man Cans, which develops candles specifically targeted toward men in scents such as Fresh Cut Grass, Hot Cocoa, Bacon and, of course, New York-Style Pizza. Main buys scented oils and mixes them until he concocts the desired scent. “The pizza scent was quite easy to make,” he explains. “It has more of a tomato scent.” Main decided to take on this venture when his sister was selling candles and he tired of the “girly” scented varieties. Man Cans are made with recycled soup cans and paper for an eco-friendly touch. This thirteenyear-old currently has business under control as the accountant, packager, and face of his very own YouTube advertising campaign. –A.D.

LIKES VS. TWEETS

Event registration website EventBrite.com has determined that Facebook “likes” are more valuable than tweets. In a recent study, the company determined that tweets drove ticket sales by an average of 80 cents during a six-month period, while Facebook likes drove up ticket sales by $1.34, on average. The study used social analytics to track sales as a continuation of a similar analysis released in October. The study also revealed that activity was greater on Facebook than Twitter; events were shared almost four times as often. The company ties these results to Facebook’s wider reach and greater emphasis on real-world connections. “We carefully track sharing behavior in an effort to help event organizers tap into a new world of distribution for their event promotions,” wrote Tamara Mendelsohn, Eventbrite director of marketing and former analyst at Forrester Research, in a blog post about the study. “But the findings apply broadly to all e-commerce businesses.” –K.W.

May 2011 • pmq.com

Zeak’s Tweaks Jeff Zeak

Hear more from Jeff Zeak on PizzaTV.com.

On a Roll Jeff Zeak discusses lengthening the life of your dough. QUESTION: How can I make fresh dough or rolls last longer? It seems wasteful to throw them away at the end of the day.

ANSWER: I’m going to assume that when you say “rolls,” you mean breadsticks, and that you are using a typical pizza dough formula to make them. Sometimes when we speak about preservation of finished products made from yeastleavened dough, such as breads and rolls, we are talking about the product remaining free of mold growth for some period of time. Other times, we might be discussing how we can keep the resulting baked products softer longer and avoid characteristics of staling (firming, dryness and off flavors) from developing in the product. Unfortunately, there is no one easy magic bullet (preservative) to add to dough to make the resulting dough and/or finished product last longer. However, there are ways of extending shelf life of some finished baked products through adjustment of ingredients, formulation and/or process. Also remember that these days the word “preservative” is sometimes thought of as a dirty word and is not well-received by the general public. In the case of using traditional pizza dough to make breadsticks and rolls, a typical pizza dough formulation is a fairly lean dough (low in fat and sugar), and a fully baked product does not lend itself well to staying fresh (soft) for very long at room temperature. Keeping finished bread and roll products warm and not exposed to direct heat and air movement will help 18

with maintaining good eating characteristics, but after a while they will start to dry out and will become firm and unpleasant to eat. In some cases, gently reheating (refreshing) roomtemperature finished bread and roll products for a short period of time will help to improve eating characteristics and flavor of the product, but be aware that they will not stay that way very long. There really is not much that we can adjust with regards to ingredients and formulation, unless you are willing to do so, and that comes with an increase in ingredient cost. One alternative may be to par-bake the breadsticks rather than fully baking them. This would involve making the breadsticks in your usual manner and then giving them a short bake in order to set the structure of the product (3 minutes at your usual bake temperature, or around 465° to 485°F). The

PMQ – The– Pizza Industry’s Business Monthly 00 Pizza PMQ’sMagazine Pizza Magazine The Pizza Industry’s Business Magazine

par-baked product would be light in crust color and will need to be finishbaked as needed (3 minutes at your usual bake temperature, or around 465° to 485°F) in order to color the crust and warm the breadstick. After cooling, par-baked breadsticks can be stored in a plastic bag or a closed container at room temperature for up to two days. If the storage time is going to be longer than two days, I’d suggest refrigerating or freezing the packaged product shortly after cooling the par-baked product. By adjusting your typical procedure, this would allow you to have fresh breadsticks and not waste the product. Jeff Zeak is the pilot plant manager for the American Institute of Baking (AIB). Need more dough advice? Visit the Dough Information Center at PMQ.com/dough.

PMQ’s Pizza Magazine – The Pizza Industry’s Business Magazine

New York’s Finest Chef Santo Bruno See cooking demos by Chef Bruno on PizzaTV.com.

Torta di Noccioli Chef Bruno tempts the sweet tooth with this Italian hazelnut cake. This type of cake reminds me of when I went to Palermo, Italy, to see my brother and his family. At the time, there was a wedding going on that was being catered. I walked into the kitchen and noticed that in the oven there were six little cakes. I knew they were for the wedding, but the smell was driving me crazy and I just wanted to eat one! So my brother showed me how to make this cake. It’s so delicious that now I want to share it with all of you. I hope you enjoy this cake as much as I do.

Mangia!

You’ll Need: 2 sticks butter 1½ c. powdered sugar ½ c. honey 9 eggs 1 lb. nocciole (hazelnuts), ground ¾ lb. all-purpose flour 6 oz. vanilla extract 1 tsp. salt

Directions: Combine all ingredients in a bowl. Mix in a small mixer with a whipping attachment for approximately 25 minutes. Transfer the mixture into a spring-loaded cake pan. Bake at 400°F for about 45 minutes. Before taking the cake out, check with a thermometer that it is 180°F inside. Remove from the oven and let cool for 1 hour before serving.

SLNY PRODUCTIONS

Chef Bruno and metal design engineer Jose Roman partake in some cake.

Chef Bruno is PMQ’s culinary advisor, with 40 years of international pizza experience. He is the corporate chef for Marsal & Sons, and the culinary coach of the U.S. Pizza Team. 20

PMQ Pizza Magazine – The Pizza Industry’s Business Monthly

Accounting for Your Money Michael J. Rasmussen, CPA

Hear more advice from Michael Rasmussen on PizzaRadio.com.

Bank Loan Assistance and State Payroll Taxes Michael Rasmussen provides valuable tips about bank loans and payroll tax breaks. QUESTION: How can I obtain a loan to purchase equipment and for costs to be incurred for leasehold improvements at a new location for my restaurant?

ANSWER: We have been flooded with these requests lately. First, understand that most lending institutions or bankers do not understand your operations to the degree that you do. Therefore, time needs to be spent on clearly stating your loan intentions (i.e., exactly what you plan to spend the money on and how you will repay the bank). Ask your accountant, or do some research yourself, to find out about the average commercial loan rates available, and create what’s called an amortization schedule of loan repayment. Most banks will have a standard set of terms or loan covenants that will be required for your new loan with which you must comply. Next, determine if your entity’s cash flow can handle the new debt that will be added to your operations. Banks today look at what they call EBITDA (earnings before interest, taxes, depreciation and amortization) to determine if your restaurant has the ability to pay back the amount borrowed. Basically, you or your accountant can assist the bank in understanding your cash flow by ensuring it follows this formula. Your profit and loss statements should clearly identify interest, taxes, depreciation and amortization so that the bank can add back these expenses to your net income to arrive at a modified cash flow from your operations. Sounds confusing, but this is where your advisor needs to assist the bankers to understand your cash flow and ability to repay the loan. The bank will also require copies of your restaurant’s prior and current years’ financial statements and tax returns— usually from one to three years prior—and, if you’re applying for a loan midyear, bankers will want a current one that reflects the last three months’ operations. For the quickest delivery of these documents, ask your accountant if he has an electronic way to deliver them securely over the Internet so that you can direct the bank representative to a secured website to download them at his leisure. I have found that providing documents easily and securely expedites the loan process, as well as adds credibility to the operator’s organization and character assessed by the lender. Finally, banks lend money based on character and capacity. Capacity is the ability to repay the loan as discussed. Character 22 PMQ Pizza Magazine – The Pizza Industry’s Business Monthly

is a subjective way of determining organization, reputation, credit score, community involvement, experience in the trade, professional advisor associations, and reputation as a restaurateur. Do not underestimate this assessment when applying for monies at a bank or any lending institution. Take the time to put your best foot forward when having any interactions with the bank, including source document gathering and personal interviews with the lenders.

QUESTION: Why do I pay extra payroll taxes in the first part of the year?

ANSWER: Most states have an unemployment insurance contribution system that is usually applied to the first amount of wages for each employee up to a maximum in a year. For example, the California Unemployment Contribution rate is 1.5% to 6.2% on the first $7,000 of wages earned for each employee. Therefore, in the first quarter of the tax year, you will have increased employer payroll taxes that are due and payable, and that are not withheld from the employee paychecks but are contributed from the employer’s side. This can be a shock if all of a sudden your quarterly payroll taxes are due and these amounts have not been budgeted or accounted for in the cash flow. There are methods of reducing these rates—primarily by controlling your hiring and firing practices. Employee retention is costly, and this unemployment insurance mandated by most states is a direct effect of having excessive turnover in your restaurant. First, contact your accountant or payroll service provider to determine the employment insurance rates in your state, and then start inquiring about how to reduce the rate. Find out how other restaurant owners are managing their employment practices to keep this rate down. Finally, have a national payroll service provider provide a quote on processing your payroll, and inquire about best practices for restaurants to manage this rate.

Have a question for Mike? Send it to editor@pmq.com.

Michael J. Rasmussen is the owner of Rasmussen Tax Group in Conway, Arkansas. Visit rasmussentaxgroup.com for additional insight into restaurant-specific tax strategies and technology programs.

It to the

With the nation’s increasing demand for food trucks these past few years, pizza has the potential to lead the pack. By Andrew Abernathy There’s no doubt about it: Food trucks are hot! And pizza, ever profitable, has gone mobile to keep up with the trend. With consumers searching for a lower price point in recent years and more chefs and caterers looking to the open road for culinary ventures, combined with the explosion of social media, street foods are reaching a broader demographic than ever before. Even the media has taken notice, with shows such as the Food Network’s Great Food Truck Race and the 24

Travel Channel’s Food Wars; the food truck experience—once a quick stop for a foil-wrapped meal—has become primetime entertainment. In cities such as Dallas, New York, Los Angeles and Washington, operators are taking to the streets in tricked-out mobile kitchens to build a name for themselves and, in some cases, make big profits. In 2008, Roy Choi, a pioneer of the gourmet food truck movement and founder of the Los Angelesbased Korean barbecue truck Kogi BBQ,

PMQ Pizza Magazine – The Pizza Industry’s Business Monthly

hit the streets with only two trucks and a Twitter campaign and brought in $2 million his first year! However, trucks aren’t solely chef-driven anymore—chains are emerging in the game. Industry consultant Aaron Noveshen, founder of San Francisco-based firm The Culinary Edge, estimates that 10% of the top 200 national restaurant brands will have food trucks on the streets by 2012. Los Angeles-based California Pizza Kitchen (cpk.com) and Whitewater,

LLOYD WOLF

TakIng Streets

Social Savvy Social media has taken food trucks to a new level in marketing and profitability. For most restaurants, Facebook reigns supreme because of the depth of content and interaction that posts allow, but in the mobile food truck business, operators point toward Twitter as the most useful social media tool, because the rapid-pace website allows followers to monitor food truck locations and specials. St. Louisbased Pi Pizzeria (restaurantpi.com), known for its cornmeal crusts and rich sauces, provides a shining example: With two trucks—one in St. Louis and one in Washington—operator Chris Sommers has accrued more than 5,000 Twitter followers combined and says, for him, social media has essentially replaced press releases. “I don’t know why anyone operating a mobile truck wouldn’t use Twitter,” says Sommers. “We do this to try to push people to our social media presence to get them to know what we’re about.” In fact, Pi’s social media presence—which supports the businesses’ environmentally conscious message—has attracted not only sales but media attention. In addition to favorable reviews in local, regional and national publications, including The Washington Post, Sommers received the opportunity to prepare a pizza meal for the Obama family in 2009. Thanks to social media efforts, both trucks sell out almost every night and are in the running to appear on season two of The Great Food Truck Race. While alerting customers to your truck’s whereabouts is essential, pizza truck operators who’ve found success claim that entertaining customers with

social media is just as important as selling pizza. This philosophy is shared by the owners of Milwaukee-based Streetza (streetza.com). This two-man operation hit the road in May 2009 with a converted ice cream truck; now, with 7,000 followers on Twitter, the owners plan on expanding to five cities within the year. This duo let social media drive their major business decisions in the past two years: Their logo, menu and prices were determined by social media interaction with customers. Last March, they were named the No. 1 food truck in the United States by Business Week and were nominated to appear on season one of The Great Food Truck Race. “What we try to do differently with social media is engage people personally,” says cofounder Scott Baitinger. “We found our accountant and our HR company on Twitter. When the truck broke down, we tweeted that we

were looking for a diesel truck repairman, and we found one in about 15 minutes.” Food trucks are chatty places in general, and Baitinger recommends incorporating elements of everyday life into your social media feed: Take TwitPics and quote interesting people and happenings in addition to listing specials and locations.

Bringing Food to Customers The advantages to mobile kitchen expansion go beyond increased sales and social media promotions. If you already have a successful restaurant and/or have the means to operate out of a commissary, it’s a low-overhead way expose your brand, gauge neighborhoods for potential growth and even taste-test new recipes, explains Ray Villaman, president of Mobi Munch, a company based in San Francisco that helps operators design and lease food trucks and provides training

PIZZA TRUCKS OF CANADA

Wisconsin-based Toppers Pizza (toppers. com) have joined the mobile pizza game in the past year. They may be among the first of many pizza chains looking to join the mobile scene, because as Hudson Riehle, the National Restaurant Association’s senior vice president of the research and information services division, points out, the emergence of high-end food trucks is “definitely not a fad,” but an “evolving of the industry.” To get the lowdown on the mobile kitchen business, PMQ tracked down operators and manufacturers who had the foresight to realize that with the right product and the right marketing, the streets are lined with dough.

Get in Gear With the rise in popularity of food trucks, more and more manufacturers are popping up every day with high-end customizable solutions. Contact these manufacturers to see what features are right for your operation: AA Cater Truck, 323-235-6650, aacatertruck.com Armenco, 800-345-0104, cateringtruck.com California Cart Builder, 866-347-1010, californiacartbuilder.com Catering Truck King, 401-263-8183, cateringtruckking.com Creative Mobile Systems, 860-649-6272, cmssystem.com Food Cart USA, 866-274-6935, foodcartusa.com Hot Delivery Systems, 800-468-7478, hotdeliverysystems.com Mobi Munch, mobimunch.com MSM Catering Trucks, 562-272-4595, msmcateringtrucks.com Pacific Cater Truck Mfg., 323-728-3463, pacificcater.com Pizza Trucks of Canada, 204-444-4359, pizzatrucksofcanada.com Rocky Mountain Wood-Fire Ovens, 720-8408056, rockymountainwoodfireovens.com WYSS Catering Truck Manufacturing, 562-921-7050, wysscateringtrucks.com

May 2011 • pmq.com 25

ROLLING STONEBAKER

for mobile unit owners. “We’ve noticed a lot of people need help with social media, licensing, operating out of a commissary, repair and maintenance,” he explains. “Most folks need some guidance to learn the ins and outs of the business.” Villaman added that the mobile business has come a long way from the “roach coaches” of the 1970s that catered to passersby and construction crews. Some of the most valuable mobile exposure comes from operating mobile kitchens in controlled private environments, such as festivals, university campuses and parks, and through catering events. “There’s a ton of nontraditional space out there where you wouldn’t build a brick-and-mortar store,” he says. “Companies are racing to these places to make a profit.” If you think you’ve got the knowledge and financial stability to go into the mobile business, there’s virtually no limit to what you can do on four wheels. Since July 2010, in Beverly Shores, Indiana, husband-and-wife team Andrea Georgian and Jim Chaddock have unleashed a customized 1949 Studebaker fire truck called The Rolling Stonebaker (rolling stonebaker.com), which has a wood-fired oven that burns at 900˚ and cooks a 10’’ pie in approximately 60 seconds. They’ve found their best success with catering and special events. “The truck has a lot of character,” Georgian explains. “When we pull into a private party or a festival, it adds a little ambience. So far, the truck alone has been a huge draw.” While the Stonebaker has a classic appeal, most need a helping hand in designing the right truck for their business, and the process can take several months, 26

If you think you’ve got the knowledge and financial stability to go into the mobile business, there’s virtually no limit to what you can do on four wheels. explains Steve Moynes, owner of Pizza Trucks of Canada. “Before anyone spends a cent, I always remind them to get the health departments involved, because you’ve got to have your truck designed to specific standards,” he points out. “You’ve got ovens and refrigeration space to consider; the sinks have to have a certain water capacity; the serving windows have to be in the right place. It all has to be planned out.” The menu and offerings are also important to your design. If you want to make your dough in the truck, you’ll need space for a mixer. If you’re serving by the slice, you’ll need equipment to keep the pies warm. You can’t just throw a few pies on a menu and hit the road, says Bernie Pfeiffer, owner of Hot Shot Delivery Systems—your food must draw attention. “You’re limited in your cooking ability because you’re in a 16’-to-24’ truck; you’re not going to be able to sell 80 different items,” he explains. “So your menu must be intriguing.”

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OLGA THOMAS

Nonetheless, marketing your food truck can go beyond social media and a creative menu. If you have a presence in a public space such as a park or a baseball field, other creative methods are effective at drawing a family crowd. Michael Peña, co-founder of Taste-E-Tunes.com in Austin, Texas, embarked on a new profession selling royalty-free pizzaoriented music to pizzerias when he found his pizza trailer excelled with a little musical ambience. “I was selling pizza by the slice, and it seemed like people needed a little motivation,” he explains. “When I realized there were tons of songs about pizza, I hooked it up, and people really responded to it. The music has a PG quality that targets families. Parents would come up and say, ‘You know, that’s really great marketing.’” While food trucks have been around for decades, never before has the potential for their growth and profitability been so high. If you’ve already decided to take your operation mobile, take a tip from successful operators and develop a social media strategy that not only promotes sales but engages your customers and community. If you are looking to hit the streets, but want to concentrate more on your menu, search for a company that can help equip and train you to succeed in the business. But if you’ve got a special vision, make sure you hire a manufacturer that you can trust and help guide you through the proper steps to make sure your rig is up to code and ready to roll on for your new quest as a pizzaiolo on the open road. Andrew Abernathy is PMQ’s associate editor.

By Tracy Morin

Selling Sandwiches Sandwiches offer an appealing alternative for customers who crave a quick and cheap option to pizza.

The true origin of the sandwich is murky, but one popular myth points to English nobleman John Montagu, the fourth Earl of Sandwich, who, during a lengthy cardplaying spree in the 1700s, requested a meal that he could eat without getting his hands dirty— or interrupting his game. In 20th-century America, sandwiches grew to be associated with different regions of the country: grinders, heroes, hoagies, po’ boys, submarines, torpedoes. The quintessential American meals—hamburgers and hot dogs—are in fact forms of the sandwich: a filling between bread halves. Lately, restaurants and fast food outlets across the nation are revamping the definition of the word by introducing breadless “sandwiches” (i.e., KFC’s Double Down, with chicken breasts replacing the bread), placing fillings between two donuts or waffles, stacking them sky-high, and tossing everything but the kitchen sink into them. 28

PMQ Pizza Magazine – The Pizza Industry’s Business Monthly

Nick’s Homemade Italian Beef Provided by Nick Sarillo, owner, Nick’s Pizza & Pub, Crystal Lake and Elgin, IL

55½ lb. beef roast (inside rounds) 2 cans (12 oz. each) tomato paste 1½ c. parsley flakes 1½ c. whole oregano .330 c. salt 5 tbsp. black pepper 5 tbsp. garlic salt 1½ c. dried basil

Nick’s tips: “I think the most important thing about our Italian beef is the high-quality beef inside round we use—that’s a piece a lot of people miss. Then we cook it really slow. Along with the mix of spices, we coat the beef with tomato paste. We spread it on the beef, and it really adds depth of flavor.”

TAYLOR SMITH

Place beef rounds in a braiser at 250°F. Evenly spread tomato paste on beef rounds. Disperse remaining ingredients over beef rounds and fill with water to the top of beef rounds. Cook for 2 hours. Flip and check in an hour to check temperature. If beef has reached 140°F, remove from braiser and place in a large container in the cooler. Continue cooking beef rounds until all have reached 140°F. Pour all beef juice into 5-gal buckets and place in cooler. Makes about 180 5-oz. servings.

See Jeff Verazano’s ode to the sandwich on PizzaTV.com.

May 2011 • pmq.com

NATIONAL ONION ASSOCIATION

The history and continuing evolution of the sandwich, of course, speaks to everything that is desirable about this food category: It is portable, quick and easy to make and eat, inexpensive, and can take on seemingly endless variations. No wonder the sandwich has long been a favorite the world over—the British Sandwich Association reports that Britain alone saw more than 3 billion sandwiches purchased from retail and restaurant outlets in one year. For pizzerias, however, the sandwich also provides an alternative, especially for lunchtime patrons, to pizza, as Domino’s (dominos.com) found when it introduced its line of oven-baked sandwiches in 2008. When customers are on the go or have a mere 30 minutes for lunch, this menu item, with its amazing versatility, can satisfy both guests and your bottom line.

Spicy Onion Panini With Basil and Roasted Red Pepper Provided by the National Onion Association

4½ lb. yellow onions, sliced 6 tbsp. olive oil 1 tbsp. crushed red pepper flakes 12 ciabatta rolls Aioli (recipe below) 3 c. basil leaves 3 c. roasted red pepper strips 1½ lb. sharp white cheddar, sliced 1½ c. pitted Kalamata olives, halved 6 oz. prosciutto or pancetta, cut in paper-thin slices (optional) Caramalize onions over low heat in oil for 15 to 20 minutes, or until golden; mix in red pepper flakes. Split a ciabatta roll and lightly brush the inside with aioli. For each serving, layer the bottom of the roll with ¼ c. basil leaves, ¾ c. caramelized onion, ¼ c. roasted red pepper, 2 oz. cheese and 2 tbsp. olives. Add ½ oz. prosciutto if desired. Brush the top of the roll with aioli. Plae ina a panini grill set at medium-high, and slowly close the lid, somewhat flattening the sandwich inside. Grill 15 minutes, or until the sandwich is golden and the cheese is melted. makes 12 servings.

Aioli Combine in an electric blender: 1½ c. olive oil 3 tbsp. white wine vinegar 6 medium cloves garlic A few dashes of salt Process until blended and sligtly thickened. Add freshly ground black pepper to taste. 30

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Bread With Benefits Sandwiches offer your customers an option that, especially in a rocky economy, is an inexpensive alternative, during certain dayparts. “We offered sandwiches from the beginning, because people wanted another choice besides pizza, especially at lunch,” says David Smith, executive chef at 900 Degrees Neapolitan Pizzeria (900degrees.com) in Manchester, New Hampshire. “Our 14” pizzas have a higher price point, so a sandwich allows them to come in for a $7.95 lunch that includes a side item.” The pizzeria offers sandwiches only at lunch because its one oven became too crowded at dinner with sandwiches, pizzas and pastas going in and out, and because they proved more popular with the lunch crowd. Jeff Varasano, owner and operator of Varasano’s Pizzeria (varasanos.com) in Atlanta, also wanted to offer a walletfriendly option alongside his more expensive pizzas. “For us, deciding to offer sandwiches was about hitting a different price point, because we do a Neapolitan-style pizza, which is hard to do in a smaller size and doesn’t last long when sold by the slice,” he explains. “Our basic pies go for $11 to $15, and we wanted to hit a lunch price point in the range of $7 to $8, plus drink.” He adds that his personal love of sandwiches and the culture of delis in New York influenced his decision; the four sandwiches he offers—San Gennaro’s Sausage & Pepper, Italian Deli, Caprese and Sopressata—are ones he made at home himself for years (the sausage-and-pepper, however, has proven to be the bestseller). Hannah Erich, manager at Warrior Gourmet Pizza and Ice Cream (warriordriveinandpizza.com) in Ontario, Ohio, says that customers also like the quickness and convenience of a sandwich. “A lot of people get them for lunch; we have a drivethrough, and even though we make them to order, sandwiches are faster than pizza,” she notes. The pizzeria entices customers with a daily special that features one of its sandwiches (more than a dozen are on the everyday menu) and includes a drink and French fries.

From Make Line to Marketing Sandwiches have multiple benefits but, as with any menu item, you also need to consider the logistics of adding them—your prep and space needs, how to ensure smooth production during busy times—and then, of course, get customers to try them. “Sandwiches require more multitasking, which is a different skill than pizza making,” says Scott Jewitt, operating partner of

Nick’s Pizza & Pub (nickspizzapub.com), with two locations in Crystal Lake and Elgin, Illinois. “Also, the timing of sandwich orders with pizza orders is a challenge.” Jewitt recommends that owners who are getting into sandwiches for the first time start small and add items as guests request them; using highquality ingredients and keeping sandwiches simple will also help streamline the process and attract customers. “For the preparation of sandwiches, you have to have everything portioned out and ready to go, and you need space—not only to make them, but in the oven if you’re offering warm subs,” adds Smith. “You might have to warm bacon for an order while toasting the bread; make sure you can handle everything you have to do!” He suggests that pizzeria owners consider their average checks before adding sandwiches—for example, is it more profitable for you to sell an $8 sandwich to one individual or have two or more customers split a pizza? Customers are less likely to split sandwiches, which may up your check averages. Varasano finds that one challenge was baking his own bread; he uses his pizza dough, but still had to perform the extra process, plus the different prep steps for sandwiches. To bake the sandwiches at a different temperature than the pizzas, he also purchased a salamander. However, he made the menu addition easier by using ingredients already on hand. “Definitely try to make use of what you already have in the pizzeria,” he says. “It’s fine to source a few extra ingredients, but in general, use what you’ve got!” He also finds that, having added sandwiches after becoming known for pizza, it’s challenging to get his pizza devotees to try them. However, you can entice customers to try your sandwiches through several efforts. Jewitt mentions that Nick’s offers lunch specials and different promotions that emphasize lunch items, and posts specials for the pizzeria’s 4,200-plus Facebook followers. Smith also uses Facebook (he might post, “Come by for lunch—we have a great meatball sandwich!”) and writes up daily chalkboard specials for panini sandwiches. Varasano advertises on table tents and offered a special price for the annual San Gennaro Festival. But ultimately, says Smith, your sandwiches will bring people in the door by their mere presence on the menu. “Sandwiches bring something else to the table in a pizzeria,” he says. “They give people another reason to come to your restaurant.”

The Sandwich Switch What happens when sandwiches aren’t only on the menu—they’re on your pizza dough? These pizzerias have taken inspiration from America’s favorite sandwiches to form unique pizza combinations: The Downey Pizza Company (downeypizzaco.com) in Downey, California, is famous for its Pastrami Pizza: pastrami, pickles and mustard on a cheese pizza. “We go through almost 400 pounds of pastrami and about 20 pounds of pickles every week,” says owner Esad Djokovic. “People come from all around to try the Pastrami Pizza.” Frank’s Pizzeria (franksnewyorkpizza.com) in Omaha, Nebraska, offers the BLT Pizza: bacon and mozzarella baked on a crust and served with lettuce, diced tomatoes and ranch dressing. Just outside Chicago, Nick’s Pizza & Pub (nickspizzapub. com) in Crystal Lake and Elgin, Illinois, has an Italian beef and giardiniera pizza that caters to Midwestern taste buds; operating partner Scott Jewitt notes that it has a small following. Southway Pizzeria & Deli (happydaycorp.com/southway) in Lewiston, Idaho, offers the Ultimate Cheeseburger pizza, with special sauce, ground beef and cheddar, layered with lettuce, onion, tomato and pickles.

Tracy Morin is PMQ’s manaaging editor.

Industry Outlook: Sandwiches With Subway recently surpassing McDonald’s in number of units, the sandwich market seems to be hotter than ever. We spoke to Don Fox, CEO of Firehouse of America, who oversees the growing Firehouse Subs chain based in Jacksonville, Florida, with 416 units in 24 states, about the current sandwich market. Here’s the scoop from him: “In the last several years, the sandwich segment continues to grow, but as it continues to expand, not all sandwich players have benefitted. The recession continued to separate the men from the boys, and the field of growing chains has narrowed. The players that have grown have carved out a more focused niche: Subway leads in cold subs; Jersey Mike’s slices the meat to order; Jimmy Johns offers delivery; Firehouse has hot subs. There isn’t much room in this category for duplication. “As far as proteins, turkey remains preeminent. Even

Panera keeps its menu not too eclectic and aligned with mainstream taste profiles. I think if a pizzeria wants to offer sandwiches, they have to understand their customers, and align well on price points and portions. The challenge when expanding to any new concept is, do you have legitimacy to the customer? And when you have divergence in the menu, how much marketing are you going to peel away from your core business? You need a sustained effort, but you don’t want to put your core business at risk.” May 2011 • pmq.com

Adaptive Actions Discover how to increase morale and productivity by cross-training your employees. By Andrew Jensen It’s 8 p.m. on Saturday night, and orders are flowing in at a steady clip. Problem is, your best pizza maker, Eddie, has just called in sick, and while you have plenty of delivery drivers on hand, they currently have nothing to deliver. Because Eddie is the only person trained to handle heavy order nights, you’re now stuck. The other members of your staff can’t function efficiently without this missing link. Meanwhile, the phone keeps ringing, and you’re forced to jump behind the line to get the orders out. You leave the pizzeria feeling defeated and determined to correct the problem. The solution lies in cross-training your employees. This means that Employee A will learn the basic job functions of Employee B, and vice versa. Cross-training offers many benefits to you, including: • Ability of Employee A to step up in the event of Employee B calling in sick • Ability of Employee A to provide coverage during Employee B’s vacation days • If a new employee is hired for a job opening, there will be an employee to offer training • Employee A can assist Employee B during especially busy times • Production is not affected when one or two employees are absent • Increased flexibility throughout the company Aside from the internal benefits, you will also see increased morale and productivity from your staff. Cross-training offers many benefits to employees, including: 32

• More skills and experience • Job flexibility • Less boredom (if you allow employees to exchange places from time to time) • Recognition of talents, skills or interests that hadn’t been considered before • Better appreciation of coworkers’ responsibilities and job tasks • Clearer understanding of the business as a whole Cross-training your staff will ensure that your pizzeria can always run smoothly, even in an employee’s absence. However, it’s important to choose wisely when deciding which employees to cross-train. Some may be content with their job of 15 years and have little to no desire to learn new skills; forcing them to do so could decrease their morale and productivity. Employees who have a general interest in acquiring new skills would be your best choices.

PMQ Pizza Magazine – The Pizza Industry’s Business Monthly

While some employees may feel that cross-training leads to a plateau in job opportunities, this isn’t necessarily true; in fact, it could be the opposite. Some of the best manager candidates have a well-rounded education and experience in many aspects of their companies. This can lead them to effectively manage a variety of jobs. While you may not want to be “bothered” with cross-training, consider conducting cross-training during a slow time. The benefits of taking the time to make several employees well-educated in other aspects of your business will far outweigh the time that it takes to train them. Andrew Jensen is president and CEO of Sozo Firm (andrewjensen.net), which helps startup companies, small- to mid-size businesses, and nonprofit organizations thrive through developing and implementing business optimization strategies.

May 2011 â&#x20AC;¢ pmq.com

Spacca Napoli: A Taste of Naples in Chicago Since 2006, Spacca Napoli has served authentic Neapolitan pies and a dose of European hospitality in Chicago’s Ravenswood neighborhood. DOROTHY PERRY

By Andrew Abernathy

GINNY SYKES

Jonathan Goldsmith

PMQ Pizza Magazine – The Pizza Industry’s Business Monthly

In all great cities, there are places between work and home where good food, friends and a glass of wine or two can revive the spirit. For a growing number of Chicagoans, that place is Spacca Napoli (spacca napolipizzeria.com), a Neapolitan-style pizzeria at the corner of West Sunnyside and North Ravenswood Avenues, owned and operated by Jonathan Goldsmith, a former psychiatric social worker turned certified pizzaiolo. Since opening his pizzeria’s doors on Valentine’s Day 2006, Goldsmith has made it his life’s work to serve his customers scrumptious Naplesstyle la pizza and, more importantly, show how food can bring people from all walks of life together at a dinner table. For Goldsmith, the journey to pizza occurred in phases: First, he fell in love with traditional Italian flavors after a three-year residence in Florence while his wife, Ginny Sykes, a painter, concentrated on her art. Upon returning to Chicago in 1991, he worked in construction and real estate and became one of the first volunteers and later, a board member of the Inspiration Café —an organization for the city’s homeless population—but, with the support of his family and friends, embarked on multiple “walkabouts” in Naples, where he absorbed the culture and culinary methods of the food over the years. On his first trip, he Hear more from concentrated excluJonathan Goldsmith sively on the hand on PizzaRadio.com.

DOROTHY PERRY

motions of pizzaioli, how they stretched the dough and formed balls in their palms. He cites acclaimed Naples pizzerias such Da Michele (da michele.net), Starita (pizzeriastarita. it), Trianon and Di Matteo as four of the greatest sources for his inspiration. Today, his quest has clearly paid off: Spacca Napoli is the only pizzeria in the Windy City certified by the Associazione Verace Pizza Napoletana (AVPN), the Associazione Pizzaiuoli Napoletani (APN) and the Accademia Italiana Della Cucina. The pizzeria has been favorably reviewed in multiple national publications, including Bon Appetit, Food & Wine and The New York Times. But, beyond praise and authenticity, Goldsmith embraces his business philosophy of placing an emphasis on creating a comfortable atmosphere for guests. “The notion of coming together at the table is the essence of what we do,” he explains. “We see the whole cycle of life in here. We have six-month-olds sucking the crusts and older people coming in to eat. To me, everyone is the same when they come in here. People need little stops that allow for meaningful actions. I see the pizzeria as offering that.”

Authentic by Design A 1,000-square-foot expansion in 2009 added 40 seats and a private dining room; the store shares a space with Sykes’ loft painting studio and draws on many Naples-inspired decorations that show the fusion of the couple’s passions for art and pizza. The terra-cotta floors feature artisanal tile work incorporated into the design, and the walls are lined with Italian photographs and paintings—many by Sykes and others passed along from family collections. However, the kitchen is where even more measures have been taken to honor classic methods. The oven at Spacca Napoli —also decorated by Sykes (among other artists) with the image of wheat taken from an ancient Roman coin—was custom-built by third- and fourth-generation artisans from Naples. All materials were carefully selected and shipped from Italy to Chicago. The oven typically burns at about 850˚ and pies cook in 60 to 90 seconds. “The form of the oven is identical to what you could have seen in Pompeii more than 1,000 years ago,” Goldsmith explains. “I had roughly 14,000 pounds of material brought over. May 2011 • pmq.com

Philosophy and Business Despite the uncertain economy and rising food prices these past few years, Spacca Napoli, like many other mom-and-pop pizzerias, has remained fortunate and embraced by the neighborhood. Goldsmith has seen customers opt for a less expensive bottle of wine or pass on salad or antipasti, he says, but sales have continued to grow nonetheless—by as much as 10% each year. Proud of the level of service his pizzeria offers, he points out that many of his employees have been with him since the doors first opened—he considers them family. The 2009 expansion was in response to wait times that often neared an hour and a half. Goldsmith can only attribute this demand and growth to his

THE STATS: SPACCA NAPOLI Website: spaccanapolipizzeria.com Headquarters: Chicago, IL Owner: Jonathan Goldsmith Year started: 2006 Annual sales: $1.8 Million Total units: 1 POS system: Firefly Oven: Custom-built by third- and fourth-generation artisans Dine-in, takeout Number of employees: 25 Best marketing tool: Seasonal specials

PMQ Pizza Magazine – The Pizza Industry’s Business Monthly

DOROTHY PERRY

combination of basil, mozzarella di bufala and olive oil; the Prosciutto e Rucola, with Provola cheese, prosciutto di Parma, arugula and Parmesan; and the Salsiccia e Broccoletti, topped with Italian sausage, rapini and fior di latte mozzarella. Still, the menu changes with the seasons. “We work with whatever is fresh at the moment, whether it’s ramps in the spring, when the leeks come after the snow, or zucchini flowers in the summer,” he explains. “My favorite foccacia has ramps, anchovy, olive oil and rosemary. We also make a pie with zucchini blossoms where we bake squash and fold into it ricotta di bufala, top it with peppers and artichokes, and then we incorporate the zucchini flowers, stuff them with ricotta, put them in the fryer and top the pizza with them.” personal philosophies on business and pizza, which are essentially intertwined: Offer good service, serve good food, love your work and make sure everyone feels welcome when entering your store. “When the garbage man comes by in the morning, we invite him in for an espresso, and in the summer, we save the Parmesan rinds for people whose dogs have strong stomachs,” he explains. “I consider myself a baby in the world of pizza. I’m still learning, and I will be until I die. It’s my wish to try and replicate the tradition. I have no need or desire to change the dough or fuse different styles together. I’m so excited about what I’m doing right now. I truly love being here.” Andrew Abernathy is PMQ’s associate editor.

DOROTHY PERRY

There are three types of brick, three types of sand and special concrete, and then there are special steel pieces that form and frame the oven. When I had things structurally ready to build, I had the builders flown over, and it was built in around seven days.” Meanwhile his “diving arms” mixer helps ensure the dough is stretched gently for a soft pliable result. “It’s a beautiful machine,” he says. “It could be in the Museum of Modern Art. It replicates the hand movements of bakers reaching down and pulling up the dough.” Many of the Naples pizzerias that inspired Goldsmith serve only a handful of pie varieties, but Spacca Napoli offers 12 pizzas on the menu. The selection is a product of his travels and suggestions from pizza-savvy customers and friends. “Whenever I’m in Italy, I’m like the Terminator: I zoom in and lock on to new choices,” he explains. “The last time I was there, I borrowed a bicycle from my hotel and visited pizzerias with just a pen and paper. Whenever I see an ingredient or a combination I’m not familiar with, I write it down so I can try it out.” Back home, no expense is spared when stocking ingredients. Goldsmith and his pizza makers use the most authentic and freshest ingredients available. The tomatoes, oils and many of the cheeses are imported from Italy. While acquiring Italian salumi can be challenging, he maintains quality by purchasing many of the meats from an Italian-style salumeria in New York. Among the bestselling pizzas on the menu are the Bufalina, a simple

Marketing By Artesha Dunning

See Tom “The Dough Doctor: Lehmann’s tip for creating “burpless pizza” on PizzaTV.com.

Boom

Increase sales by including baby boomers in your next marketing plan.

PMQ Pizza Magazine – The Pizza Industry’s Business Monthly

While you may think your marketing plan has muscle, growing your customer base is important even when business is booming. So don’t forget the wealthiest group of U.S. residents in your promotions—baby boomers. Since 2001, Americans ages 50 and older controlled 67% of the country’s wealth, according to Immersion Active, a marketing agency in Frederick, Maryland. To top that off, the most recent data from the Bureau of Labor Statistics estimates that baby boomers account for $2 of every $5 spent on restaurant meals in the United States. To help you promote your business to 50- to 69-year-olds, PMQ tracked down marketing specialists who’ve made boomers their business.

Capture Their Feelings When marketing to baby boomers, there are several points to consider. Primarily, you should position your service to exploit a variety of this demographic’s feelings. “Boomers feel as though advertising is usually targeted more toward a younger audience, so when marketing, try to connect with this demographic specifically,” advises Derek Dunham, a mature marketing strategist from Varsity, a Harrisburg, Pennsylvania-based national marketing communications agency focused on the mature market. While some say boomers don’t eat pizza because of health concerns—which may be true in some cases—this generation is more about their “feel age vs. real age,” according to Tom Barry, a marketing professor at Southern Methodist University in Dallas. He notes that adults with a more youthful outlook generally display better health, which means they’re more likely to eat whatever they please— including your pizza. Once you have these customers in the door, an enjoyable dining experience is an effective way to gain customer loyalty. “A simple smile is the most effective marketing tool that most restaurant workers forget,” says Michael Bloch from PizzaMarketingGenius.com. “A friendly environment takes a business a long way.” According to Bloch, a pleasant tableside manner is an effective tool for marketing to baby boomers; if they feel welcomed, they’ll come back, because marketing isn’t just advertising—it involves the experience as a whole. Dunham also points out that he’s observed baby boomers show the most loyalty to businesses they feel comfort-

able in. So having a pizza display and even offering samples is an effective practice.

Health-Conscious Food While making customers feel welcome is a crucial factor in marketing your pizzeria, the actual pizza recipe is equally important, says Tom “The Dough Doctor” Lehmann, director of bakery assistance for the American Institute of Baking in Manhattan, Kansas. Lehmann, who frequently gives presentations on marketing to baby boomers, has simple advice: “Think healthy.” Ditching the dried herbs in the sauce and on the pizza is also a good choice when catering to boomers; using fresh green leaf basil and fresh oregano can help remove the heartburn so often associated with pizza. “Offer a healthier cheese blend consisting of 50% premium mozzarella cheese and 50% tofu cheese product; this will give the cheese blend a full 50% reduction in cholesterol content,” he suggests. Lehmann also recommends offering a wheat or multigrain crust to capture the stomachs of baby boomers, and using consumer-friendly names on the menu, such as “heart-healthy pizza” or “dieter’s delight.” Having an overall healthconscious menu plays a major role in marketing to boomers. Lehmann advises advertising the pizza on your menu or table tents using descriptions such as “made with a special cheese blend that is 50% lower in cholesterol than our regular cheese, on a tasty multigrain crust with whole-grain goodness” or “made with low-fat turkey pepperoni.” Meanwhile, says Lehmann, you can further accommodate the needs of your older clientele by having handrails where there are steps and sufficient lighting throughout the restaurant.

Creative Marketing Capturing your customers’ attention can be quite a task, and the 50- to 69-year-old demographic presents its own challenges. The goal is to reach boomers by targeting their interests. According to Business.gov, this generation does a lot of traveling, so a great way to reach out is through advertising at airports, bus stations and tourist attractions. Some experts suggest using loyalty plans in building this customer base, too. Bloch notes that a loyalty plan is essential and inexpensive, and helps keep the customers you already have; you’ll also capture emails of current guests to keep communication with customers flowing. Even though baby boomers have more wealth than any other demographic, offering discounts and specials—such as

Five Tips to Reach Boomers A recent Google/Nielsen study showed that eight out of 10 boomers (those born between 1946 and 1964) felt that advertising messages were intended for a much younger audience. However, when combined with seniors (those over 65), this demographic is the fastest-growing and wealthiest. “An audience with such statistics deserves dialogue tailored to them,” says Greg Harrison, creative director for Varsity, a Harrisburg, Pennsylvania-based national marketing communications agency focused on the mature market. “Creating real and meaningful dialogue with this audience is key.” Harrison notes that advertisers should remember the following tips when targeting the boomer audience: 1. Emphasize benefits over features, and information over entertainment. Boomers like to be informed and engaged in a creative way before making a decision. 2. Embrace technology. Boomers are on the forefront when it comes to adopting new technology such as the iPhone and the iPad, so don’t discount digital advertising, social media and mobile content. 3. Target the entire demographic, but don’t treat it as a stereotypical entity. “Not all boomers can identify with hippies or Woodstock,” says Harrison. 4. Have a sense of humor. 5. Think stage, not age. Harrison notes that boomers have a much more complicated life mosaic then previous generations. “They have a lot of moving parts—people are juggling being parents while taking care of their own parents, so remember that when developing a voice for your brand.”

May 2011 • pmq.com

a senior discount or an early bird special —may appeal to these customers. Surprisingly, mobile marketing also appeals to baby boomers. Dunham says his company uses a wide social platform, including emails, social networking and online marketing, to keep in touch; email is a very large market for baby boomers, who use email as much as anyone these days. One key to reaching out to your target: Approach them in the type of medium they are most familiar with. Social media is important and the fastest-growing way to reaching these customers, according to Dunham’s research. Facebook and Twitter are easy ways to advertise; create a fan page, buy an ad on Facebook, and upload coupons and videos, and maintain conversations on your pizzeria page with customers. You may say there isn’t a secret to marketing to baby boomers, but by listening to your customers and anticipating their needs, you can secure greater loyalty. “Baby boomers shouldn’t be alienated,” says Bloch. “They’re simply people identified by the time they were born.”

PMQ Pizza Magazine – The Pizza Industry’s Business Monthly

Boomers Stats Many people have misconceptions about baby boomers, according to Immersion Active, a marketing agency in Frederick, Maryland. Here is a sampling of some facts the company has gathered: • 77 million people were born between 1946 and 1964, which is defined as the baby boomer era; by 2015, those aged 50 and older will represent 45% of the U.S. population. • Adults 50 and older own 65% of the aggregate net worth of all U.S. households. • Adults 50 and older have $2.3 trillion in disposable income. • About 96% of baby boomers participate in word-of-mouth or viral marketing by passing product or service information on to friends. • Two-thirds of Americans ages 50 to 64 use the Internet. • Adults 50 and older spend an average of $7 billion online annually.

On the Radio Andrew Abernathy

Susan Guy Last February in Memphis, Tennessee, Susan Guy, a Domino’s (dominos.com) delivery driver who had been on the job for only eight months, came to the rescue of longtime client Jean Wilson—who, after three years of consistency, failed to call in her daily large pepperoni pizza for four days in a row. Out of concern, Guy drove to Wilson’s house and found her in need of medical attention and unable to call for help. To honor this pizza hero, PMQ tracked down Guy to hear the story first hand and find out how the aftermath has affected her personally and professionally.

Guy has received multiple awards for her rescue effort including the key to the Maney & Riley Morning Show in Memphis, Tennessee. Guy poses with radio show hosts (left to right) Alexis Grace, Maney D.J. and Riley D.J.uy

PMQ: Can you tell us what happened? Guy: I went to work as usual on Monday, and I remembered on Saturday that someone said we hadn’t heard from Ms.

exactly where I was. One called me at Domino’s one night and said, “This is crazy for me, too, but is your father’s name J.H. Guy?” I said, “Yes, I’m Jane Susan Guy,” and she said, “I’m your sister, and you have another one.”

Wilson. They showed me her pizza, because we make it for her

PMQ: Has your store seen an increase in sales since

every day and then cook it as soon as she calls. The next day,

the event?

I came back to work and, once again, I noticed we had made the pizza, but she hadn’t called for it. My shift leader said, if

Guy: Our store has reached sales highs that we’ve never

she doesn’t call by tomorrow, he’ll call and check on her. I

reached before. I understand that the franchise owner has

said, “We can’t wait until tomorrow. We need to do something

been especially impressed. In March, the company flew me

now. I’m going over there.” With Domino’s, there are so many

to New Orleans for a franchise meeting to honor me. And

procedures about leaving work to do anything personal, but

in April, they flew me to the corporate meeting in Atlanta to

I said, “Clock me out if you have to; I’m going.” I beat on the

honor me, hear my story and show all the clips of the TV ap-

windows; the doors were locked; I tried the neighbors, and

pearances I’ve had.

only one was home. She commented that Ms. Wilson was probably just gone, but I asked her how many times she had left her home since she’d known her. She said never, so I

PMQ: I understand you’re also working on a master’s in mental health?

decided it was time to call 911.

Guy: Yes. I would like to work with at-risk teens, kids who

PMQ: What media appearances have you

are having trouble at home or have gotten into some trouble

had since?

and need someone to help with guidance. I’ll be done with

Guy: CNN, MSNBC, The Gayle King Show, Today, and at

bachelor’s degree was a big step; I was the first one in my

least 10 radio shows from Florida to California to Iowa!

family to finish college.

PMQ: How did it feel to receive all that publicity? Guy: I felt good about it. It’s good for the company. It’s a lot

my degree in one year and three months. Even getting my

PMQ: What do you hope that people can learn from your story?

of publicity for Domino’s. I love my job, so I love that. But I

Guy: I’d like to see people be kinder to each other, because

also think it brought attention to the idea that people don’t

it’s not that hard. I’m the one in the grocery store who helps

know what’s going on in their neighbors’ lives. It’s just a shame

the little old lady when she can’t reach something on a shelf or

that people don’t pay attention to the people around them. I’ll

needs help reading a label. I think if everyone would take the

tell you the best thing to have happened to me, though: I found

time to just help people out a little more, it would be a much

two sisters that I never knew I had! They had been looking

better world.

for me for years and were living in Arkansas. They knew I was in Memphis, but when I got all the publicity, they found out 42

PMQ Pizza Magazine – The Pizza Industry’s Business Monthly

Andrew Abernathy is PMQ’s associate editor and the host of PMQ’s Pizza Radio. To hear the complete interview, go to PizzaRadio.com.

May 2011 â&#x20AC;¢ pmq.com

Pizza of the Month:

Seafood

Barbecue Chicken

PMQ Pizza Magazine – The Pizza Industry’s Business Monthly

It’s Barbecue Season! Thanks to endless attempts at reinterpretation, barbecue chicken pies prove that even specialty pizzas provide a blank slate. The invention of this gourmet delight has been credited to the late Chef Ed LaDou at Chez Panisse (chezpanisse.com) in Berkeley, California. California Pizza Kitchen also did its part to popularize the concept with restaurants in more than 30 states and a popular frozen pizza line. Meanwhile, many pizza makers have given this food their own spin, incorporating toppings such as chicken strips and applewood-smoked bacon, along with carefully selected barbecue sauces. And since this recipe works great with a variety of sun-loving herbs, veggies and fruits—such as cilantro, jalapeño and avocado—it’s ideal for your summer menu!

Barbecue Chicken and Avocado Pizza Recipe and photo provided by Hass Avocado Board and Joe Edwardsen from Joe Squared (joesquared. com), Baltimore, MD

Prepared barbecue sauce 3 lb. free-range chicken (diced and marinated

The Original BBQ Chicken Pizza is California Pizza Kitchen’s (cpk.com) most popular pie and was first introduced in Beverly Hills in 1985. The barbecue sauce, smoked Gouda, mozzarella, chicken, sliced onions and cilantro combine to make a delicious pizza experience. DeFazio’s Pizzeria (defaziospizza.com) in Troy, New York, offers its barbecue chicken pizza with house-made sauce, chicken, mushrooms, red onions, mozzarella, Romano cheese and spices.

in 1 tbsp. garlic, ³/8 c. olive oil and 1½ tsp. dried tarragon) Prepared garlic sauce 6 prepared pizza dough balls, rolled to 10” square 18 oz. spinach, wilted and well-drained

Jupiter’s Pizzeria and Billiards (jupiterspizza.com) with two locations in Champaign, Illinois, offers barbecue chicken pizza with a serious kick! Topped with sauce, mozzarella, provolone, chicken, cayenne pepper, onions and jalapeños, this spicy pie is a local hit.

6 c. shredded mozzarella and shredded provolone (equal amounts of each) 1½ c. fresh corn kernels 6 oz. Vidalia onion, thinly sliced 3 large (about 8 oz.) fresh avocados, sliced 1½ c. cheddar, shredded

Mamma Mia! Pizza Kitchen (levellandsbestpizza.com) in Levelland, Texas, adds rattlesnake, a true Texan delicacy, to the traditional barbecue chicken pie, covered in red onions, fajita chicken cubes and jalapeños. The pie has the whole town talking—and a few wearing “I ate the snake” T-shirts.

36 sprigs fresh cilantro For each pizza: Brush pizza skin with 1 tbsp. garlic sauce. Top with 3 oz. spinach. Top with ½ cup of the mozzarella/provolone mixture. Mix 6 oz. of the cooked chicken with 2 oz. of barbecue sauce and place on top of the cheese mixture. Top with ¼ c. fresh corn kernels and 1 oz. onion. Top with another ½ c. of the mozzarella/provolone mixture. Top with half of a large sliced avocado and ¼ c. cheddar. Bake until the pizza dough is cooked and well-browned and the cheese is bubbly. Garnish with 6 sprigs of cilantro. Serve immediately. Makes 6 pizzas.

Rockstar Pizza (rockstarpizza.net) in Brownsburg, Indiana, offers its barbecue chicken pizza with Sweet Baby Rays barbecue sauce, grilled chicken, red onions and crisp applewood-smoked bacon. Yum Yum’s Pizzeria (yumyumspizzeria.com) in Buffalo, New York, offers a chicken finger pizza with barbecue sauce, mozzarella, cheddar and onion. The chicken fingers make it fun for all ages—especially kids. Zano’s Family Italian & Pizzeria (zanos.net) in Truckee, California, offers the Grumpy BBQ Chicken Pizza, covered in red onion, smoked chicken and a little cilantro. What makes this pie so grumpy? Its barbecue sauce is so hot, customers are instructed to eat with caution.

For more recipes, visit PMQ’s Recipe Bank at PMQ.com/recipe. May 2011 • pmq.com

The Pizza Plan

By Rebecca Staton-Reinstein, Ph.D.

Follow these simple dos and don’ts to improve your business. Whether you operate a single neighborhood shop or a national chain, you need a robust plan to survive in today’s tough economy. Where do you see your business five or 10 years from now? One neighborhood store with people visiting from all over town? Several pizzerias in key locations? A national chain? A thriving franchise? Whatever your dream, you must have a plan to get there. Below are simple dos and don’ts that are based on the experiences of a wide range of organizations. They will help you lock in your prospects for success and avoid common pitfalls.

follow the (modified) KISS principle: Keep It Simple and Sustained. Less is more. Once you know where you want to be five or 10 years from now, create a list of the steps you need to take to get there. Your whole plan should fit on one page.

DO stay focused on the mission. The mission—what you want to do or be—is central for planning and day-to-day execution. Before you accept any goal, objective, strategy or tactic (or take action), ask, “How will this help fulfill the mission?”

use a “brain dump” activity to alleviate the urge to begin the tactical plan prematurely. Start by listing every idea you and your team have. Then set these ideas, the “brain dump,” aside until you are ready to create the tactical action plan.

DO select useful, significant measurements for all goals, objectives and tactics. What information do you need to make decisions? Consider another modified KISS: Keep It Simple and Significant.

measure quality of results wherever possible. Quality measures how customers judge your products or services. Who is your target market and what do they want? And are you delivering it?

DO provide support, resources, training, guidance, direction and coaching to ensure everyone’s success. Look for people with that spark and knack for customer service. For example, in many cases, your pizza delivery person is the face of your business to the customer.

DO manage by fact. We are judged by our results. Good planning sets the stage for good performance. Review results regularly to make decisions and manage. When you’re not getting the desired results, investigate the root causes and modify your plans or targets appropriately. Get employees involved in uncovering those root causes.

DON’T set too many goals or objectives or go into greater detail than necessary. Too many details lead to confusion, conflicting goals, micromanagement and failure to execute.

DON’T

do things because “we’ve always done it like this,” or “we should do this even though it doesn’t fit our mission.” Without the mission driving your decisions, you will miss innovative solutions, drift off course or become reactionary.

DON’T

begin laying out the tasks before the mission, goals and objectives are clearly stated. The mission sets the context for the goals, which are the context for objectives— specific, measurable results.

DON’T

avoid measuring customer satisfaction, employee morale or marketing effectiveness because it is difficult to do. Short five-question surveys that can be answered by customers in a few minutes can glean valuable information.

DON’T

dump people into situations without providing what they need to get the job done. You can only hold people accountable for what they can actually control.

DON’T

manage by intimidation, placing blame or gut feel. These approaches don’t work, since people may comply but won’t be fully engaged. Also, don’t ignore off-target data or make excuses. The opposite of the “blame game” is denial. Unfounded hope is not a strategy for success in the real world.

DON’T

just look at financial results. In the pizza business, the customer experience will make or break you.

Strategic planning works because it disciplines the organization to harness the intellectual energy of all employees and guides the organization in a clear direction. The plan is the boss. Following these dos and don’ts will help you plan and execute successfully, no matter what your goals.

Rebecca Staton-Reinstein, Ph.D., president of Advantage Leadership, is the author of Conventional Wisdom: How Today’s Leaders Plan, Perform and Progress Like the Founding Fathers; Success Planning: A ‘How-To’ Guide For Strategic Planning; and 30 Days to Building a Strategic Plan That Gets Results. Learn more at advantageleadership.com. 46

PMQ Pizza Magazine – The Pizza Industry’s Business Monthly

Exploring Pizza

Overseas In part one of this three-part series, find out some of the top pizza players in Europe.

Article and photos courtesy FoodService Europe & Middle East Pizza is a part of menus from Norway to Turkey. Originally eaten by poor people, pizza began its triumphal march around the world in the mid-20th century. Now, it is served all over, not only as a convenient, quick and cheap dish, but also in expensive, upmarket variations. Versatility is the main reason for pizza’s enduring success even in times of economic difficulty. In this article, we focus on the motherland of pizza, Italy, as well as on the interesting French, Spanish, Austrian and Swiss markets.

Italy In 2009, there were about 25,000 pizzeria in Italy, out of a total of roughly 97,000 commercial foodservice outlets. 48

In other words, a little more than one in four restaurants in Italy has pizza as its main food item, though in many instances the menu also includes other food categories; depending on the kind of outlet, these vary from antipasti, pasta, meat and fish courses, salads and desserts to snacks, piadine and similar items. During the last four years, the number of pizza outlets has increased (from 23,690 in 2005), whereas the overall number of restaurants has slightly decreased (down from 103,000 in 2005). In other words, pizzerias have weathered the economic downturn better than other types of restaurants—not really surprising, given that the average ticket for a meal is 10 euros and that average pizza

PMQ Pizza Magazine – The Pizza Industry’s Business Monthly

Fratelli la Bufala, Italy

Rossopomodoro, Italy

The Top Five Pizza Markets in Europe Total sales in restaurants with pizza focus QS Pizza

PCYA*

FS Pizza

PCYA

Italy

€2.8 bn

-0.6%

€7.8 bn

+0.5%

Germany

€2.5 bn

+1.2%

€7.8 bn

+0.5%

Great Britain

£1.1 bn

+9.4%

£1.4 bn

+1.3%

France

€588 m

+1.8%

€2.0 bn

-2.4%

Spain

€584 m

-5.6%

€545 m

-5.4%

*Percent change vs. year ago, year ending June 2010

It should be noted that figures reflect total turnover of restaurants focusing on pizzas. Italy has the biggest quickservice pizza segment, with a value of 2.8 billion euros, but registered a modest decrease of 0.6% in the 12 months ending June 2010 vs. one year ago. The quickservice pizza segment in Great Britain saw the strongest growth, with a 9.4% increase, being now worth 1.1 billion pounds and full-service pizza 1.4 billion pounds, up 1.3% in the same period vs. one year ago, making the U.K. the only country of the top five where pizza experienced significant value growth.

Source: npdgroup.com

May 2011 • pmq.com

La Boîte à Pizza, France

prices range from 2.90 euros for a slice from a fast-food operator to 5.90 euros for a whole pizza in a full-service restaurant. In 2009, those 25,000 pizzerias employed 150,000 people, serving something like 35 million pizzas every week (source: Fipe). As a rule, most of the pizzerias in Italy are still independently owned, and this is true for fast-food as well as full-service operations. Concept chains are still few. The biggest chain is Spizzico, a fast-food brand owned and developed by Autogrill

(autogrill.com), with about 200 outlets in Italy. Pizza is sold by the slice, options are limited (Margherita and two or three pizzas of the day), and other items are of the snack variety. Spizzico is found in service areas along highways and in shopping malls, downtown locations, airports and railway stations. It is seldom found alone, because Autogrill tends to cluster it with other brands from its portfolio. In the fast-food category, Spizzico has few chain competitors. One of them is Pizza New (pizzaepastaitaliana.it), with

PMQ Pizza Magazine – The Pizza Industry’s Business Monthly

Le Kioske à Pizza, France

30 outlets in Italy and nine abroad. Another is Piazza del Sole (piazzadelsole.it), a franchise brand operated by Cir Food (cir-food.it), with eight outlets. In the full-service category, the bestknown chain players are Rossopomodoro (rossopomodoro.com) and Fratelli la Bufala (fratellilabufala.eu). Rossopomodoro was launched in 1997, and at the end of September 2010, there were 65 restaurants in Italy and nine abroad, including Rossopomodoro New York, opened on August 31 inside the Eataly Italian food

Le Kioske à Pizza, France

ccording to Julien Panet, today there are about 15,000 pizzerias and 6,000 mobile pizza vans in France.

Pizza Sprint, France store. Eataly and Italian-American restaurateurs Mario Batali and Joe Bastianich have agreed to open more units in Manhattan if the first is successful. Sebeto Group, which owns and operates Rossopomodoro, runs 30% of Rossopomodoro restaurants directly; 70% are managed by franchisees. Sebeto plans to keep this balance in the future. The company has other brands, such as Anema e Cozze (anemaecozze.com), that also serve pizza, although their focus is more broadly Neapolitan cuisine. Sebeto’s development plan is very ambitious, with 12 to 15 new restaurants per year for 2010 and 2011, seven of them outside Italy. In 2008, Sebeto launched a takeaway concept, Rossosapore (rossosapore.com), which now has 13 outlets selling pizza by the meter (i.e., rectangular slices sold by length), a typical way of baking and selling pizza in Sorrento, a town not far from Naples. This was already a traditional fast-food concept, as it were, even before fast-food became 52

popular. There are pizzas with a range of 14 toppings, as well as other typical local snacks, desserts and panini made to order in front of the customer. The Rossosapore formula does not envisage a delivery service. Fratelli la Bufala closed the 2009 financial year with 91 restaurants, 82 of them in Italy, and a turnover of about 65 million euros. Estimates for the end of 2010 put the turnover at 75 million euros, with 90 restaurants in Italy and 30 in the rest of the world. Fratelli la Bufala hails from Naples, too, and has built its concepts on traditional fare and recipes, and on pizza. Emme Sei, the company that owns and manages the brand (50% directly, 50% franchised), also has ambitious development plans, including acquisitions of other brands (last spring, it announced interest in acquiring chains such as Obikà and Pastarito). Last July saw the launch of a new concept, Vulkania, wholly centered on pizza, and aiming at “bringing the Neapolitan essence to Italy and the

PMQ Pizza Magazine – The Pizza Industry’s Business Monthly

world.” The main ingredients (flour, mozzarella, tomatoes) come from Campania, and lava stone (from Vesuvius, of course) is used to build the pizza ovens. A few years ago, Cir Food took over the Pastarito Pizzarito (pastarito.it) fullservice chain. In the subsequent radical reorganization of the brand, the number of restaurants was reduced from about 80 to 12 in Italy and two abroad; the decor was given a makeover; and the Pizzarito name was dropped from the logo. The pizza menu has remained, however, and it is still possible to customize your own pizza by choosing from a combination of toppings. A recent addition to the chain list is Il Pomodorino (ilpomodorino.net), with five units in Milan, two in Naples and two in the rest of Italy. Apart from the franchise chains, there are several groups owned by successful independent operators who have constantly added to the number of their restaurants, usually stopping at eight or 10 outlets. In these cases, however, although there may be a common brand name and a common menu, the decor and image of the outlets are not always consistent as a brand. A few examples are Da Willy (dawilly.com), which is developing a franchise operation in Europe, the United States and the Middle East), Brickoven (brickoven.it) in Milan, and Pizza Ciro (ww.pizzaciro.it) in Naples and Rome. Takeaway or delivery figures for Italy are difficult to come by. Many full-service pizzerias provide one or both services, and there are a number of small independent delivery-only takeaways (no seating)

Telepizza, Spain

Pizza Mann, Austria in the field. Attempts in the 1990s to launch regional and national pizza delivery chains failed. Now there are a few attempts at setting up local delivery networks, such as Pizza and Food (pizza andfooditalia.it), in the Milan area. It is possible, however, to make an indirect (although not very reliable) estimate of the volume of the takeaway/delivery market from the number of carton packs sold each year: 170 million euros.

France The French are among the top in Europe when it comes to eating pizza, with an annual 10 kilograms consumed per person. Their consumer habits have changed in recent years, however. Snacking is in, not only with young people, and all over the country it has now become quite common

for people to order a pizza for home delivery. This has not only been something of a boost for the three American chains (Speed Rabbit, speedrabbit.com, with 135 outlets; Domino’s, dominos.fr, with 156; and Pizza Hut, pizzahut.fr, with about 100)—together they now have more than 400 outlets, compared to the 250 units in 2005—but has also provided the independent pizzaioli with an especially big impetus. According to Julien Panet, president of the French Association of Pizzerias (AFP), today there are about 15,000 pizzerias (compared to 11,000 in 2005) and 6,000 mobile pizza vans. These are joined by the pizza in supermarkets and bakeries, whose numbers have not been recorded. There are also restaurants such as the Del Arte (delarte.fr) brand, which is part of the Le Duff Group, and which

PMQ Pizza Magazine – The Pizza Industry’s Business Monthly

has 87 restaurants, although it does not specialize in pizza but offers a menu with a broad range of Italian dishes. France’s pizza business weighs in at 3 billion euros, including trade. To set itself apart from the American chains, the La Boîte à Pizza company (laboiteapizza.fr) relies on good quality and unusual recipes, offering a total of 20 different pizza varieties at its 140 points of sale. Since the beginning of the year, the company has even been working with celebrity chefs. Under the motto “La Pizza des Grands Chefs,” four-star chefs were hired, each of whom had to devise a luxury recipe to match the season; currently, Ducasse-trained Cédric Béchade is conjuring up pizzas with flavors of the Basque country. This puts the company well in line with the trend, because the French consumer wants evermore tasty pizza varieties and is also prepared to pay a bit over the odds for them. Prices are 7.50 euros for a traditional calzone, and 12.50 euros for the “Pizza des Grands Chef” (medium). The company offers three different sizes and two varieties of dough (thin and crispy, and thicker and more succulent). About 60% to 70% of the outlets’ sales come from the delivery business, which has also now been extended to include the delivery of hot sandwiches. Overall sales were around 45 million euros in 2009 and are likely to reach 50 million euros this year. More of a newcomer is the nontypical Le Kiosque à Pizzas (le-kiosque-apizzas.com) chain, launched in 2004 and operating 127 takeaway units and nine

he arrival of Domino’s Pizza in Spain has created unrest in the market.

Domino’s Pizza, Spain Ginos Restorante, Spain

Pizzón Pizza, Spain boutiques, offering pizzas to eat on the spot. In 2009, overall sales were about 18 million euros. The red-and-white kiosks occupy an area of only 11 square meters but are fully equipped. They have been established in towns with a population of 3,000 to 10,000, in shopping center parking lots or near car washes. The concept is based on the principle of a trademark licence without royalties, without any contributions upfront and without any advertising costs for the operator. There are 30 recipes on offer, and the toppings, like the dough, are freshly prepared every day; each kiosk also sells at least one variety with regional specialities. Board member Hervé Choquel also emphasizes the craftsmanship involved in the concept: “In our kiosks, we knead the dough, chop the vegetables and bake the pizzas before the customers’ very eyes,” he says. So far, the kiosks have established themselves mainly in the Bordeaux region, the North of France and the eastern part of Paris. The aim is to launch 30 to 40 new units every year. A regional presence is the characteristic of two other companies, both of which have specialized in takeaway and 56

delivery: Pizza Sprint (pizzasprint.com), with 56 units (up from 24 in 2006) and total sales of 18.2 million euros in 2009, is located mainly in the west of France. In the future, the group will continue to concentrate its expansion strategy on its original regions, adding five to 10 units per year to the number of its pizzerias— each with an area of about 100 square meters—as well as planning additional turnkey kiosks with an area of only 19 square meters for townships numbering less than 5,000 inhabitants. Tutti (tutti-pizza.com), with 42 outlets and annual sales of 8 million euros, is located in the Toulouse conurbation and offers more than 30 different recipes. For Julien Panet, the French pizza market is currently characterized by three basic tendencies: “First of all, the pizza offering is turning more and more into a snack, which is why convenience packaging is increasingly in demand—for

PMQ Pizza Magazine – The Pizza Industry’s Business Monthly

example, pizzas shaped into a cone, or into a sandwich (kiosquito),” he says. “But the new Paris Pezzo outlet, which sells pizza pieces, is also very much in line with the trend. Second, the pizzaioli are responding much more to the wishes of the female population, which is why more organic products, new types of flour and additional vegetarian recipes are the order of the day. Third, quality is improving. Gourmet pizzas are in, and truffle slivers, foie gras or scallops are in demand. Ducasse is working on the topic and is already serving a chocolate pizza in his Spoon restaurant in Hong Kong; here in France, pizzaioli competitions are helping to improve quality.”

Austria With 24 outlets, Pizza Mann (pizzamann. at) is the largest franchise chain in the Austrian pizza restaurant and delivery market, ringing up sales of 14.2 million euros in 2009. Two more units are scheduled to be opened in 2010/2011. The restaurants seat 20 to 25 on average, have a surface area of 60 to 80 square meters and make 500,000 to 600,000 euros per year. In 2009, they sold 1.2 million pizzas; about 22% of those were ordered over the Internet. The unique selling point is the Pizza Mann pizza. For 9.49 euros you can have a 33-centimeter pizza and a choice of any five from a total of 28 toppings. Apart from pizzas (accounting for 50% of all the dishes on offer), there are also pasta, fried and grilled dishes (schnitzels, chicken

wings, spare ribs, etc.), salads, specials (e.g., wraps, ethnic food), desserts and beverages on the menu. The brothers Oliver and Alexander Platzl, who since 2002 have headed the company founded by their father, have made plans for the coming months to extend all of their services around pizza delivery: to date, for example, there is already credit card payment on delivery, SMS info for customers to know the pizza is on its way, an online pizza tracker, a free call-me-back service and guaranteed delivery within 30 minutes (otherwise one pizza is free). They are also active in the field of sport and event sponsoring, as well as event catering. Future plans include SMS quick coupons, social media marketing and smartphone apps.

Spain Since the end of 2008, the economic crisis that hit Spain so hard has widened into the most serious in recent times, creating an unemployment rate that is well in excess of 10%. One of the major impacts of the crisis has been to force a large number of segments in the country’s foodservice sector to resort to major optimization measures. One example is the reorganization in the pizzeria and pizza chain segment. In past months, the market has become increasingly segmented, with individualists operating at a high, and indeed the highest, level of quality and service on the one hand; and highly professional system caterers on the other. “Midfield,” there are still a large number of nondescript restaurants with rather uninspired culinary offerings, dishes of fairly average quality and—at prices between 6 to 9 euros for a pizza 36 centimeters in diameter—serving a clientele that has definitely become more pricesensitive. The system caterers comprise a good 20 names, with a total of just 1,000 restaurants. It is a segment with various concepts and distribution channels, with delivery formulas clearly continuing to rank above full-service businesses when it comes to sales. The economic crisis has required almost all of the “big players” to rethink their former strategies—with two important effects: The ones that so far made only moderate use, or no use at all, of franchising as a way of expanding, such as the Ginos pizza brand of the Grupo VIPS or the La Alpargatería

(la-alpargateria.com) company, are now consolidating their networks by means of “external” operators as well. Others, such as La Mafia se sienta a la mesa (lamafia.es) and Crapa Pelata (crapapelata. com), are optimizing their merchandise planning and control system and/or are centralizing their production to achieve greater cost efficiency and standardization. One model for success is that of the Restauravia group and its La Tagliatella, a concept that is founded on vertically organized production and franchising, and has a powerful financial partner in Corpfin, and a policy based on larger portions at reasonable prices—perfect for these times. The company also opened its first restaurant in France, in Le Mans, in 2010. Big players among the multiconcept operators are the Ginos full-service concept of the Grupo VIPS, with 92 units in 2009; the aforementioned Restauravia group, with 77 La Tagliatella outlets in the full- service manner; the Comess Group, with 31 Pasta City restaurants (likewise with service); and Grupo Zena,

May 2011 • pmq.com

with 26 units based on the Il Tempietto full-service formula. Until last year, the group was still operating as the master franchisee of Pizza Hut in Spain; the contract, which was not extended in May 2009, has now expired, and Zena’s portfolio currently accommodates 90 Domino’s Pizza units. Pizza Hut is at present redefining its strategy for the Spanish market; the plan is to issue licenses in the future to various franchisees such as SSP— just like the British PizzaExpress (pizzaexpress.com) represented here with the Pizza Marzano and Pasta Nostra Pizza Nostra brands. Both had a dozen locations at the end of 2009. Among the multiplied monoconcept specialists, mention needs to be made of La Honorable Hermandad, currently with 23 units of the La Mafia se sienta a la mesa full-service brand; O Mamma Mia, with 23 service restaurants under the same name; Pizza Jardín (21 locations); or La Alpargatería, with 14. Santa Lucia, Switzerland Among the more recent newcomers are El Racó (elraco.com) in Palamós, Diablito Fun & Music on the Balearic Islands, Crapa Pelata in Valencia, Bruno Caruso (brunocaruso.com) in Alicante or Da Bruno (dabruno.com) in Marbella/Málaga—all keen to act as multipliers. There will be a greater focus on cities and city centers from the new Il Profumo concept of the Coordinadora de Iniciativas de Restauración group, which will be unrolled mainly in the vicinity of commercial conurbations. In the delivery segment here, the matador Telepizza (telepizza.es), as well as big international names such as Pizza Hut (pizzahut.es), Pizza Móvil (pizzamovil.es) or Pizza Sapri (sapripizzas.com), a regional player from Catalonia, had to face up to competition from rapidly expanding regional chains such as Voy Volando (voyvolando.com), based in Granada, or Pizzón Pizza (pizzonpizza. com), headquartered in Córdoba. Both chains are targeting a price-conscious clientele that is highly receptive to special-offer campaigns. The former, which was established in 1992, currently has 78 units, 68 of which are managed by franchisees. Pizzón Pizza, launched in 2000, has 14 locations, two of which are outside of Andalucía. The arrival of Domino’s Pizza (dominos pizza.es) in the country has also created unrest in the market. Zena, the highly 58

Fabián Martín Pizzería de Fabián Martín

experienced foodservice group, is meanwhile managing the U.S. brand in Spain as master franchisee and is stepping up its work on standardization, systematization and staff training. The aim is even greater expansion in 2011—reason enough for market giant Telepizza, which belongs to Foodco Pastries Spain SL, and had 633 units in Spain at the end of 2009, not only to channel its own expansion focus abroad, but also to press on with expansion at home by means of new conceptual formats such as kiosk units at shopping centers or smaller locations for metropolitan areas

PMQ Pizza Magazine – The Pizza Industry’s Business Monthly

with a population of up to 30,000. More recently, items that are less typically associated with pizza have also been integrated into the food portfolio by means of attention-grabbing campaigns for burgers and chicken wings. The aim is to become even more attractive to even more customers. Among the independents, originally Italian operators and pizza bakers continue to lead the field with their superb product quality. Along with their expertise, customers are convinced by their first-class suppliers’ networks and the use of top-quality ingredients, whether first-class mozzarella or special flours for high-quality, tasty dough. Anyone wanting to give them a try should go to Trattoria D’G (trattoriadg.es) in Madrid, run by Andrea Tumbarello; Ignacio Deiás’ La Pizziccheria (grupopizziccheria.com)— also in the capital—or Daviano Neri’s I Buoni Amici (ibuoniamici.es), or Raffaele Iannone’s La Bella Napoli, both in Barcelona. But, when it comes to pizza, the Spaniards have not left the fine-dining segment completely to the Tricolori. For years now, Pep Curiel has served handcrafted top-class pizzas in his El Tramonti (tramontipepcuriel.com) in Roses. And in his two restaurants, Marquinetti (marquinetti.com) and Pizza Express in Tomelloso (Ciudad Real), Jesús Marquina also puts his trust in pizzas that have won prizes for their creativity at international championships.

And then there is the man himself: Fabián Martín (fabian-martin.com), the self-taught pizzaiolo, born in 1968, who in recent years has carried off prizes from Spanish, European and international competitions in the categories of acrobatics and quality. In 2007, he even won the title of World Pizza Champion at the 2007 PMQ New York Pizza Show. Since 2004, Martín, who is very much a media presence, has been running a “restaurante-taller” (restaurant workshop) in Llívia, a Spanish enclave in French Cerdanya, and since 2008 the Pizzería de Fabián Martín in Barcelona. The uncompromising search for top-quality, and especially for first-class dough, the effort to provide good service and the feeling for prices in line with the market in economically tense times: voilà, say the experts, the recipe for future success in the Spanish pizza sector.

Switzerland With 13 delivery outlets and six restaurants, the Dieci (dieci.ch) chain is one of the front-runners in the Swiss pizza market. Harry Rogenmoser and Rocco Delli Colli opened their first restaurant

Santa Lucia, Switzerland in Rapperswil, a town on Lake Zürich, in 1990, and the first delivery service began as a parallel operation in 1993. The chain has been called Dieci since 1995. Also part of the portfolio are eight Dieci gelaterias, some of them with an integrated cafe. In 2009, the turnover amounted to almost 27 million Swiss francs (net), a good 10 million of which were generated by the delivery service and around 14 million by the restaurants. Dieci’s pizza delivery service offers approximately 25 different pizzas in three sizes (24, 30 and 36 centimeters in

diameter), with pizza prices ranging from 10 to 30 Swiss francs. Additional items on offer include pasta (three types, 17 Swiss francs) and salads. “Recent months have shown that we are relatively wellpositioned with our pizza prices given the high level of consumer uncertainty,” says Rogenmoser. “Despite this, we noticed a slight decrease in the propensity to spend in the first half of 2010.” The company is taking advantage of the financial and business crises to expand the courier side of the system and thus lay the foundation for faster expansion. Thus, a new

May 2011 • pmq.com 59

Santa Lucia, Switzerland

delivery outlet in Baden will be followed by two more before the end of this year. No changes are planned to the number of restaurants and ice cream parlors. The target turnover for Dieci is 28.2 million Swiss francs (net). Dieci’s competitors in the home delivery segment are Domino’s Pizza (dominos. ch), with 12 outlets, half of them in Francophone Switzerland, the other in the German-speaking region; PizzaBlitz, with 10 locations; plus a host of small, family businesses. Domino’s franchisee Global Brands has undergone a process of restructuring over the last two years and is now set to expand by 20 outlets in the short term. COO Fyl Newington considers 40 to 50 outlets to be feasible within the next five years. Additionally, he is keeping his eyes open for other brands. Pizza-Blitz sells finger food, pasta and salads, as well as traditional thincrust pizzas (11 varieties). The price band stretches from 15.95 to 21.95 Swiss francs for a 29-centimeter pizza, and from 28.95 to 40.95 Swiss francs for the 39-centimeter option. Molino (molino.ch), the Italophile, fullservice concept developed in 1988 by the Jelmoli department store group, which last year was acquired by the Swiss Prime Site property development company, is “numero uno” in the pizza restaurant segment and boasts 17 restaurants at present. The formula primarily serves homemade pasta and pizza, supplemented by a range 60

of typical Italian meat and fish dishes, and a choice of Italian wines. The Mediterranean decor, with a pizza oven as the centerpiece, guarantees a holiday atmosphere. In Zürich, Frascati, a further development of the Molino concept, is distinguished by a wine lounge and more spacious surroundings. Seafood, meat and fish specialities supplement the menu. Another restaurant, Le Lacustre (restau rantlacustre.ch), is located in the most exclusive part of Geneva and serves classic Italian dishes, as well as fine meat and fish specialities. Switzerland’s first authentic pizza restaurant was opened in 1965 by Rudi Bindella and named after Naples’ busy harbour district, Santa Lucia. More than 45 years later, this concept of the Bindella Group (bindella.ch; with 32 restaurants and a turnover of around 110 million Swiss francs, Switzerland’s biggest private foodservice company) has 10 outlets with seating for a total of 1,300 guests. On average, these minimalist establishments, with their traditional Italian style and 160 to 260 square meters, generated average annual earnings of 3.3 million Swiss francs in 2009—10% more than five years before. About 20 different

PMQ Pizza Magazine – The Pizza Industry’s Business Monthly

Santa Lucia, Switzerland pizzas are on offer, with prices ranging from 16 to 24 Swiss francs. Prosciutto is the most popular variety, and pasta, meat and fish are also available. Pizza accounts for 30% of sales. The number of Santa Lucia restaurants has been constant for years. Expansion is only in the cards “if a suitable location in Switzerland comes up,” says CEO Daniel Müller. The outlet in Zürich Wiedikon has been closed for modernization since the beginning of the year. Contributing authors: Italy: Flavia Fresia; France: Katja Hassenkamp; Spain: Mario Cañizal Villarino; Switzerland/ Austria: Barbara Mecke Part two of three will cover Norway, Sweden, Finland, Russia, Turkey and Poland. Note: The original title of this article from FoodService Europe & Middle East was “Enduring Success in Difficult Times.”

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REVIVE YOUR MENU With more than four decades in the printing business, Baron Media offers quality menu printing at a value. Baron has more high-speed web presses than any other U.S. facility ensuring a quick turnaround for your new menu. 856-825-8989, baroneagle15@gmail.com

CRUST-ASTIC! Baker’s Quality offers a full range of premade crusts including: fresh sheeted, par-baked, self-rising, raised-edge and die-cut pressed. Dough balls are available as well. All items are shipped frozen. Custom crust sizes are also available. 800846-6153, bakersquality.com

FANTASTIC FETA Klondike Cheese’s Odyssey feta is tangy and salty but never bitter. Available in seven varieties, try it on your pasta, pizza, salads, seafood and chicken dishes. 608-325-3021, klondikecheese.com

CRUNCH! Add a little crunch to your menu with Loeb’s Onion Crunch. Made with 100% real onions and fried in vegetable oil, this addon is ideal for salads, sandwiches, dips, soups, baked potatoes, pizza and more. 860-830-2671, onioncrunch.com

PMQ Pizza Magazine – The Pizza Industry’s Business Monthly

FIBER-PACKED Barilla’s whole grain pasta adds the nutrients of whole grains without sacrificing flavor. Made with 51% whole wheat, the pasta is all-natural and delivers three times the fiber of traditional pasta. 866-349-4386, barillafoodservicerecipes.com

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PMQ Pizza Magazine – The Pizza Industry’s Businesss Monthly

Pizza Puzzler Brought to you by:

PMQ Contact Linda Green for sponsorship opportunities: Linda@pmq.com • 662-234-5481 x121 1

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Crossword by Myles Mellor

ACROSS

DOWN

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Cook three pizzas on three different levels in the oven (2 words) Weight unit The time to ____ dough is at the first full rise (2 words) Comprehend Rocks at the bar What you can do on the think tank forum of PMQ’s website to help your business (2 words) Let’s __ lunch! The beginning of dough? Marketing items that give specials or discounts ____ peppers __ I can break even in two months...... Wore (2 words) Where it’s ___ It’s __ good! Musical scale note Promotional items on pizza containers (2 words) Land of the brave and free Pizza size Bit of sun Badly lit

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Pineapple is one B&B Pizza expert who provides advice on the think tank forum of PMQ Inventory Haul Massachusetts’ Cape ___ Beer barrel Ownership paper One method of promotion to customers Big fuss It’s vital to pizza quality Soft drink container Phoned in and asked for a pizza, for example Dispatch Lean Margherita pizza herb Alien movie that made millions Dough ingredient Chowed down Wheel support Where you can sell alcoholic drinks Good works ad, for short Send a check to Morning time

Find the answer to this month’s crossword at PMQ.com/crossword. May 2011 • pmq.com

Advertiser Index May 2011 Display Advertiser

Phone

Website

Page

4 Walls Marketing .............................................. 561-650-1315 ..................................... 4wallsmarketing.com ............................... 61 AM Manufacturing ............................................. 708-841-0959 ............................................ ammfg.com ...................................... 40 Barilla Pasta....................................................... 866-349-4386 ....................................................................................................... 67 Baron Media ...................................................... 856-825-8989 ....................................................................................................... 66 Bay State Milling ................................................ 800-55-FLOUR ...................................... baystatemilling.com ................................ 19 Bellissimo .......................................................... 800-813-2974 ...................................... bellissimofoods.com ................................ 37 Burke................................................................. 800-654-1152 ....................................... burkecorp.com/pm .......................... Cover 3 Cassel ................................................................ 800-729-7769 ............................................ autosox.com ...................................... 54 Clarence J. Venne, LLC ......................................... 800-523-8987 ...........................................surenfast.com ..................................... 59 CrustSaver ......................................................... 877-437-4743 ........................................... crustsaver.net ..................................... 65 DeIorios ............................................................. 800-649-7612 ..................................... livewelleatpizza.com ............................... 43 Dole................................................................... 800-723-9868 ...................................... dolefoodservice.com ......................... Cover 2 Doughmate........................................................ 800-501-2458 ......................................... doughmate.com ................................... 64 Escalon ...............................................................888-ESCALON .................................... escalon.net/handsorted ............................. 13 Fontanini ........................................................... 708-485-4800 ........................................... fontanini.com ..................................... 27 Granbury ........................................................... 800-750-3947 ......................................... granburyrs.com ................................... 43 Grande...............................................................800-8-GRANDE ....................................... grandecheese.com ................................... 3 Hoshizaki ........................................................... 800-438-6087 .......................................... hoshizaki.com .................................... 21 HTH ................................................................... 800-321-1850 ........................................... hthsigns.com ...................................... 66 Idaho Potatoes .................................................................................................................. idahopotato.com .................................. 47 Kinnikinnik ........................................................ 877-503-4466 .........................................kinnikinnick.com ................................... 50 Klondike Cheese ................................................. 608-325-3021 ...................................... klondikecheese.com ............................... 23 La Nova.............................................................. 716-881-3355 ............................................. lanova.com ................................ Cover 4 Lillsun................................................................ 260-356-6514 ............................................. lillsun.com ...................................... 57 MF&B Restaurant Systems .................................. 888-480-EDGE ......................................... edgeovens.com .................................... 57 Marsal & Sons .................................................... 631-226-6688 ......................................... marsalsons.com ................................... 55 Microworks ........................................................ 800-787-2068 ......................................... microworks.com ................................... 11 Middleby Marshall ............................................. 877-34-OVENS .......................................... wowoven.com ...................................... 7 Moving Targets .................................................. 800-926-2451 ...................................... movingtargets.com ................................ 53 Picard ................................................................ 800-668-1883 .........................................picardovens.com ................................... 63 Pizza Ovens ........................................................877-FOR-OVEN ..........................................pizzaovens.com .................................... 51 PDQ ................................................................... 877-968-6430 ............................................ pdqpos.com ...................................... 33 PhoneSwipe....................................................... 866-695-5222 ........................................ phoneswipe.com .................................. 64 Pizza Prints/The Lucks Company ......................... 800-806-2595 ......................................... pizzaprints.com ................................... 41 Ruxter ............................................................... 800-763-1953 ............................................. ruxter.com ....................................... 64 Stanislaus .......................................................... 800-327-7201 .......................................... stanislaus.com ...................................4, 5 SYS System Filtration.......................................... 908-995-4036 ..................................... systemfiltration.com ................................ 64 Takeout Printing ................................................ 845-564-2609 ............................................ ammfg.com ...................................... 65 The Menu Express............................................... 877-250-2819 ..................................... themenuexpress.com ............................... 66 Vin Di Vino ......................................................... 773-334-6700 ........................................... vindivino.com ..................................... 65 Woodstone ........................................................ 800-988-8103 ..................................... woodstone-corp.com ............................... 59 PMQ provides this information as a courtesy to our readers and will not be held responsible for errors or omissions. To report an error, call 662-234-5481 x127. 68

PMQ’s Pizza Magazine – The Pizza Industry’s Business Magazine

Industry Resource Guide Grab a direct weblink to every advertiser in this guide at www.pmq.com

APPAREL

COMPUTER SYSTEMS: POINT OF SALE, CONT.

CAMPUS COLLECTION ...... campuscollection.net .................... 800-289-8744 CUSTOM T-SHIRT DESIGNS ................................. Free art with minimum order! Inventory Stock Program ............................ we warehouse your t-shirts for you.

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CONSULTING

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PMQ’sPizza PMQ PizzaMagazine Magazine– –The ThePizza PizzaIndustry’s Industry’sBusiness BusinessMonthly Magazine

PMQ Industry Resource Guide CRUSTS

DOUGH PRESSES, ROLLERS

MOUNTAIN HARVEST PIZZA CRUST CO.......................................... Billings, MT Contact: Eric LeCaptain ........... 800-342-6205.................... Fax: 406-248-7336 Sheeted Dough, Self Rising Crusts, Prebake Crusts, Dough Balls, Filled Breadsticks. Specializing in Custom Formulations. eric@mountainharvestpizza.com T.N.T. CRUST . .................................................. Box 8926, Green Bay, WI 54308 Lisa Bartikofsky .................... 920-431-7240..................... Fax 920-431-7249 Large variety of prebaked crusts and Readi-Rise self-rising, live yeast crusts. Experts in customizing formulas. BAKER’S QUALITY PIZZA CRUSTS, INC. ..................................... Waukesha, WI Par-baked, Sheeted, Pressed and Self-Rising Crusts; Custom Crusts; All sizes. www.BakersQualityPizzaCrusts.com ......................................800-846-6153

CUTTING BOARDS - EQUAL SLICE DOUGH TRAYS/PROOFING TRAYS DoughMate® by Madan Plastics Inc.

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Call 800-501-2450 ........... www.doughmate.com ......... fax: 908-276-9483

FLOUR

DOUGH DIVIDERS/ROUNDERS

Food for thought... www.pmq.com/tt2/recipe May 2011 • pmq.com

PMQ Industry Resource Guide FLOUR, GLUTEN-FREE

FOOD DISTRIBUTORS, CONT.

BAY STATE MILLING GLUTEN-FREE PIZZA MIX.............. baystatemilling.com Gluten-Free All-Purpose Flour, Custom-blends and Co-Packing Dedicated production area for exceptional purity.........................800-55-FLOUR

GLUTEN-FREE PRODUCTS FOOD DISTRIBUTORS

INSURANCE

MACHINERY/OVENS/EQUIPMENT

PMQ Pizza Magazine – The Pizza Industry’s Business Monthly

PMQ Industry Resource Guide MACHINERY/OVENS/EQUIPMENT, CONT.

MACHINERY/OVENS/EQUIPMENT, CONT.

Conveyor & Deck Ovens All Major Brands Available

Leer Walkin Coolers and Freezers

New & Remanufactured! Pizza Store Equipment and Supplies! Your #1 Source for replacement parts for all major brands of equipment. Just to name a few...Randell · Stephan · American Range · Imperial · Cold Tech · Middleby Marshall Lincoln Impinger · LEER · CTX · True

1-800-426-0323 www.northernpizzaequipment.com 8020 Grand Street · Dexter, Michigan 48130 Hobart Mixers

Randell Refrigeration Prep Units & Freezers

Northern Pizza Equipment, Inc.® www.northernpizzaequipment.com

MAGNETS

MAILING SERVICES

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May 2011 • pmq.com

PMQ Industry Resource Guide MARKETING IDEAS

MARKETING IDEAS, CONT.

How to Sell More Pizza... and keep customers coming back for more! t )PX UP NBLF B MPU NPSF NPOFZ GSPN ZPVS 104 TZTUFN t )PX UP HFOFSBUF SFDPSE TFUUJOH QSPöUT GSPN QSFTFOU DVTUPNFST t )PX UP HSBC CVTJOFTT BXBZ GSPN ZPVS DPNQFUJUPST

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PMQ Pizza Magazine – The Pizza Industry’s Business Monthly

ruxter.com 800.763.1953

MENU BOARDS NATIONAL MENUBOARD .......................... WWW.NATIONALMENUBOARD.COM MAGNETIC & LIGHTED MENUBOARDS, LED & NEON SIGNS Call us Today at 1-800-800-5237 .................Dave@nationalmenuboard.com

PMQ Industry Resource Guide MEAT TOPPINGS

ON HOLD MARKETING

BURKE CORPORATION .................................................. www.BurkeCorp.com Italian, Mexican-Style and Specialty Fully Cooked Meats Contact: Liz Hertz............ sales_info@burkecorp.com............. 800-654-1152 FONTANINI/CAPITOL WHOLESALE MEATS Contact: Gene Fontanini ......... www.fontanini.com ................. 800-331-MEAT Pizza toppings, Italian sausage, meatballs, sliced gyros and sliced beef SUGAR CREEK PACKING CO., Private Label Precooked Meat Topping Specialists

ONLINE ORDERING

www.sugarcreek.com .................. 800-848-8205 ............ sales@sugarcreek.com

MIXERS

PIZZA BOXES

MOISTURE ABSORBENT TOPPINGS CONDITIONER

PIZZA BOX LINERS

KRISP-IT LTD. .............................................800-KRISP-IT (800-574-7748) Keep it Crisp with Krisp-It! www.krisp-it.com........................................................nick@krisp-it.com

OLIVES

PIZZA DELIVERY THERMAL BAGS BAG SOLUTIONS ................................................. Home of the Pizza Jacket Deliver that pie HOT and DRY! 866-Bag-To-Go (866-224-8646) ........................ www.deliverybags.com Thermal Bags by Ingrid Best Selection of Pizza Delivery Bags Keep Pizza HOT! 800-622-5560 or 847 836-4400, 24/7 ordering ..... www.ThermalBags.com

May 2011 â&#x20AC;¢ pmq.com

PMQ Industry Resource Guide

PMQ Pizza Magazine – The Pizza Industry’s Business Monthly

PMQ Industry Resource Guide PIZZA DELIVERY THERMAL BAGS, CONT. ELECTRIC

HOTBAG

DELIVER OVEN - HOT PIZZA, GUARANTEED!

PIZZA OVENS, CONT. ROTO-FLEX OVEN CO. ........................................Contact Richard Dunfield 135 East Cevallos, San Antonio, TX 78204 PH 800-386-2279 ...... www.rotoflexoven.com .......... Fax 210-222-9007

i feel preƩy.

oh, so preƩy!

THE BAG The Check Electric HOTBAG plugs into a cigarette lighter to heat and stay at 160-175°. It’s made of sturdy 1,000 Denier nylon with removable heating elements to make cleaning easy.

THE SYSTEM The rack holds 12 large Electric HOTBAGs heated simultainously by a power distribution unit (PDU). Pizzas are kept oven-hot in the bags until ready for delivery. Quick release connector snaps into the vehicle power cord.

Made in the USA

800-927-6787

www.HOTBAG.com

PIZZA OVENS EARTHSTONE OVENS, INC. .. 6717 San Fernando Rd....Glendale, CA 91201 800-840-4915 .........Fax: 818-553-1133 ...... www.earthstoneovens.com All units UI listed. FISH OVEN & EQUIPMENT CORP. 120 W. Kent Ave........Wauconda, IL 60084 TOLL Free 877-526-8720 ....... Fax: 847-526-7447 ...... www.fishoven.com LINCOLN FOODSERVICE PRODUCTS................................... 888-417-5462 1111N. Hadley Rd. Fort Wayne, IN 46804 ..................... Fax 260-436-0735 Impinger Conveyor Ovens featuring FastBake and Quest EMS

The Marsal MB Series is designed to fit your restaurant’s specific needs. Not only is it equipped with our exclusive burner system and 2” thick brick cooking surface to ensure the most evenly baked crust, but it looks great too. You can customize the exterior decor of your MB Series oven easily either with our prebuilt finishing kits or your own brick of tile design. Attract customers with a great looking oven and a great tasting pizza.

Seƫng the new standard. visit us online at www.marsalsons.com

(631) 226-6688 FAX (631) 226-6890

& sons, inc. Pizza Ovens and Equipment

MARSAL & SONS, INC. ....................The new standard in the Pizza Industry Brick Lined Deck Ovens • Standard Deck Ovens • Prep Table Refrigeration 631-226-6688 .............. marsalsons.com ........... rich@marsalsons.com PIZZAOVENS.COM Your complete source for buying and selling pizza equipment. pizzaovens.com or call toll free 1-877-FOR OVEN

May 2011 • pmq.com

PMQ Industry Resource Guide PIZZA OVENS, CONT.

PIZZA PEELS LILLSUN ........................................................PO Box 767, Huntington, IN 46750 Setting the Standard ............................................Made in the U.S.A. since 1951 Ph 260-356-6514 ............ www.lillsun.com ......................Fax 260-356-8337

PRINTING

PRICE, QUALITY & SERVICE! M • Dooarketing List! EMIU PREMIU ,000 PREMIUM 10,000 r Han • g

t (SFBU 1SJDFT t (VBSBOUFFE 2VBMJUZ t 1FSTPOBM 4FSWJDF t 1SPGFTTJPOBM (SBQIJD %FTJHO t 'BTU 1SPPGT t 0OF 5XP 'VMM $PMPS 1SJOUJOH t 8F 4IJQ /BUJPOXJEF t '3&& 4BNQMFT

PIZZA PANS

PRINTED COLORS

Men • Fly us er • Box s Tops

.COM

Where Every Impression Counts!

PIZZA SUPPLIES

Manufacturer & Distributor of Pizza Smallwares www.paprod.com 734-421-1060

pmq.com/tt2/recipe 78

PMQ Pizza Magazine – The Pizza Industry’s Business Monthly

ers

! ore dM n A

DOOR HANGERS 2-Color (2/0) 349. ((4/4) 599. Full

2 Color printed 2-Color pri on 80lb Premium Smooth cover 4 Color printed on 80lb Premium Gloss cover

O:239.352.2755 F:239.353.4255

PMQ Industry Resource Guide PRINTING, CONT.

SPICE FORMULATION, BLENDING & PACKAGING CALIFORNIA BLENDING, INC. ........ Confidential Custom Blending & Packaging. Bill Mooreheart, Jr. ....................... Serving Industiral Spice needs since 1976. 2603 Seaman, El Monte, CA 91733.............................................626-448-1918 CASTELLA IMPORTS, INC. ............................................... www.castella.com 60 Davids Drive, Hauppauge, NY 11788 ....................................... 866-Castella MCCLANCY SEASONING ............................ One Spice Road, Fort Mill, SC29715 Contact: Chuck Wiley 800-843-1968 ................................................................... Fax: 803-396-7794

STICKY NOTES COMMERCIAL PRINTING â&#x20AC;¢ MAIL FULFILLMENT SERVICES

8999

$ www.colorvisionprint.com â&#x20AC;¢ 800-543-6299

Per 1,000 Postcards, 5x7, 2-color

REFRIGERATION

Super Value for Stiky Notes - Box Toppers 8F CFBU UIF $PNQFUJUPO VQ UP SHEETS PADS X JO 1SJDJOH &OR LARGER 1UANTITY OR DIFFERENT SIZE CALL US SHEETS PADS X OR CHECK 7EBSITE SHEETS PADS X www.proplus1.com Imprinted in 1-2 colors white paper. Shipping cost additional

1-800-836-0518

SPECIALTY FOODS CASTELLA IMPORTS, INC. ............................................... www.castella.com 60 Davids Drive, Hauppauge, NY 11788 ....................................... 866-Castella

SAUCE ARMANINO FOODS ..............................................................Fine Italian Sauces 30588 San Antonio Street, Haywood, CA ..................................... 866-553-5611 Email: customerservice@armanino.biz.................... www.armaninofoods.com

TAKE AND BAKE TRAYS

TOMATO PRODUCTS

TELEPHONE EQUIPMENT/SUPPLIES/SERVICE Specializing in voice and data communications service, repair, installation, sequencers and on-hold messaging.

GUARANTEED LOWEST INDUSTRY PRICE! www.fidelitycom.com.........................800-683-5600

SCALES

WEBSITES

May 2011 â&#x20AC;¢ pmq.com

PMQ Industry Resource Guide VENTILATION

THANKS to our U.S. Pizza Team sponsors!

WINGS

INCREASE YOUR

REVENUE with an ad in the

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662-234-5481 Clifton Moody x138 (clifton@pmq.com) Linda Green x121 (linda@pmq.com) 80

PMQ Pizza Magazine – The Pizza Industry’s Business Monthly

uspizzateam.com

Resource Guide Advertiser Index May 2011 Resource Advertiser

Phone

Page

AFC Insurance ......................................................800-411-4144 ............................. 72 Allied Metal Spinning ...........................................800-615-2266 ............................. 78 AM Manufacturing ..............................................800-342-6744 ............................. 71 American Institute of Baking ................................785-537-4750 ............................. 70 American Wholesale.............................................216-426-8882 ............................. 79 AMS Enterprises ...................................................865-524-2087 ............................. 73 Armanino Foods ...................................................866-553-5611 ............................. 79 Atlantic Shores .....................................................401-499-3618 ............................. 73 Bacio ................................................................... 855-BACIO85 .............................. 70 Bag Solutions.......................................................866-224-8646 ........................75, 76 Baker’s Quality Pizza Crusts ..................................800-846-6153 ............................. 71 Bay State Milling ..................................................800-55-FLOUR ........................71, 72 Bellissimo ............................................................800-813-2974 ............................. 72 Burke Corporation ................................................800-654-1152 ............................. 75 Cafe Tech Systems ................................................320-281-0711 ............................. 75 California Blending ..............................................626-448-1918 ............................. 79 Campus Collection ................................................800-289-8744 ............................. 70 Caputo .................................................................708-450-0074 ............................. 70 Castella Imports ...................................................866-CASTELLA ............................. 79 Century Printing ..................................................800-374-2679 ............................. 79 Chalk Talk ............................................................800-492-4255 ............................. 74 Checkcorp ............................................................800-927-6787 ............................. 77 Chef Santo Bruno .................................................813-230-8108 ............................. 70 Color Vision ..........................................................800-543-6299 ............................. 79 CoverTex ..............................................................800-968-2310 ............................. 75 Crust Saver ...........................................................877-437-4743 ............................. 75 DeIorio’s...............................................................800-649-7612 ............................. 71 Domata Living Flour .............................................417-654-4010 ............................. 72 Dough Xpress .......................................................800-835-0606 ............................. 71 DoughMate ..........................................................800-501-2450 ............................. 71 Dutchess Bakers’ Machinery .................................800-777-4498 ............................. 71 Earthstone Ovens .................................................800-840-4915 ............................. 77 EDGE ....................................................................888-480-EDGE ............................. 77 Escalon ................................................................ 888-ESCALON.............................. 79 Factory Service .....................................................866-285-7613 ............................. 70 Fidelity Communications ......................................800-683-5600 ............................. 79 Fish Oven & Equipment ........................................877-526-8720 ............................. 77 Fontanini ............................................................ 800-331-MEAT ............................. 75 GI. Metal ..............................................................630-553-9134 ............................. 76 Granbury Restaurant Solutions .............................800-750-3947 ............................. 70 Grande Cheese Company ..................................... 800-8-GRANDE ............................ 70 Hudson Refrigeration Manufacturing ...................800-924-7071 ............................ 73 IDS Menus ............................................................800-542-9779 ............................. 74 Incredible Bags ....................................................888-254-9453 ............................. 76 Krisp-It ................................................................800-574-7748 ............................. 75 La Nova............................................................... 800-6-LANOVA............................. 80 Le 5 Stagoni .........................................................800-780-2280 ............................. 71 Liguria Foods .......................................................800-765-1452 ............................. 75 Lillsun..................................................................260-356-6514 ............................. 78 Lincoln Foodservice Products ................................888-417-5462 ............................. 77 Lindsay ................................................................800-252-3557 ............................. 75 Live Well & Eat Pizza ...........................................315-624-2748 ............................. 72 Loyalty Coach .......................................................901-767-2937 ............................. 74 M.Press Packaging ...............................................541-548-9889 ............................. 79 Mario Camacho Foods...........................................800-881-4534 ............................. 75 Marsal & Sons ......................................................631-226-6688 ........................73, 77 Master Chef Touch POS .........................................718-326-8888 ............................. 70

Resource Advertiser

Phone

Page

McClancy Seasoning .............................................800-843-1968 ............................. 79 Melissa Data ........................................................800-635-4772 ............................. 73 Menu Powerhouse ...............................................888-210-8189 ............................. 78 MenuPro ..............................................................800-747-3690 ............................. 70 Message On Hold..................................................800-392-4664 ............................. 75 MFG Tray ..............................................................800-458-6050 ............................. 71 Microworks POS Solutions.....................................800-787-2068 ............................. 70 Molino Caputo .....................................................201-368-9197 ............................. 71 Mountain Harvest Pizza Crust ...............................800-342-6205 ............................. 71 Moving Targets ............................................. 800-926-2451 ext. 356 ..................... 74 Mr. Peel ...............................................................888-994-4664 ............................. 78 Musco Family Olive ...............................................800-523-9828 ............................. 75 National Menuboard ............................................800-800-5237 ............................. 74 Neil Jones Food ....................................................800-291-3862 ............................. 79 NMI .....................................................................800-994-4664 ............................. 78 Northern Pizza Equipment....................................800-426-0323 ............................. 73 NoteAds ...............................................................800-309-7502 ............................. 79 Off the Wall Magnetics .........................................800-337-2637 ........................73, 74 Our Pizza Club ......................................................866-657-5426 ............................. 74 Our Town .............................................................800-497-8360 ............................. 74 P.A. Products ........................................................734-421-1060 ............................. 78 PDQ Signature Systems ........................................877-968-6430 ............................. 70 Peel A Deal...........................................................877-563-5654 ............................. 74 Peerless Ovens .....................................................800-548-4514 ............................. 77 Picard ..................................................................800-668-1883 ............................. 77 Pizza Equipment Warehouse.................................888-749-9237 ............................. 77 Pizza Marketing Machine .....................................888-455-6617 ............................. 74 Pizza Tools ...........................................................800-840-7083 ............................. 78 Pizzaovens.com....................................................877-367-6836 ........................77, 78 Prebilt Hosting .....................................................718-275-7765 ............................. 79 Precision Mixers ...................................................877-764-9377 ............................. 75 Presto ..................................................................800-589-7004 ............................. 72 Printed Colors ......................................................239-352-2755 ............................. 78 Promotion Xpress .................................................888-310-7769 ............................. 78 Real New York Pizza Dough ...................................718-951-3555 ............................. 71 Red Gold ....................................................... 877-748-9798 ext. 163....................... 79 Redi Heat .............................................................888-556-2024 ............................. 75 Roto-Flex Oven.....................................................800-386-2279 ............................. 77 Ruxter .................................................................800-763-1953 ............................. 74 Saputo .................................................................800-824-3373 ............................. 70 Somerset .............................................................800-772-4404 ............................. 71 SpeedLine ............................................................888-400-9185 ............................. 70 Star Pizza Box ......................................................800-626-0828 ............................. 75 Stiky Notes...........................................................800-836-0518 ............................. 79 Sugar Creek Packing .............................................800-848-8205 ............................. 75 Super Sticky Notes................................................800-309-7502 ............................. 79 TNT Crust .............................................................920-431-7240 ............................. 71 Thermal Bags by Ingrid.........................................800-622-5560 ............................. 75 Thunderbird .........................................................800-7-MIXERS ............................. 72 Timeforge ............................................................866-684-7191 ............................. 73 Touch Pro .............................................................877-713-0300 ............................. 70 Ventilation Direct .................................................866-433-8335 ............................. 80 Vesuvio Foods ......................................................800-997-0887 ............................. 72 Wood Stone .........................................................800-988-8103 ............................. 78 WP Bakery Group .................................................203-929-6530 ............................. 73 Yamato ................................................................800-538-1762 ............................. 79

May 2011 • pmq.com

(

time capsule

)

Pizza Inn After experiencing both boom and bust, this franchise again looks toward growth.. Pizza Inn has come a long way since Joe Spillman opened his first location in n 1958 across from the campus of Southern Methodist University in Dallas, butt the road has been filled with plenty of ups and downs. The pizzeria proved immediately successful and had already expanded into other locations when franchising began in 1963; aggressive growth accelerated in the late ’60s, and by the ’80s there were nearly 800 Pizza Inns in the United States. But when Spillman sold the company in the 1980s, overreaching debts caused Pizza Inn to fall into bankruptcy, which it eventually emerged from in 1991, becoming publicly traded in 1994. Today, 305 locations still stand in 18 fro rom current curr cu rrren ent en states and nine foreign countries, says president and CEO Charlie Morrison from o make ma ak ke another an a anot no otthe her comeback. comeba co meb me ba acck k. headquarters in The Colony, Texas—and, he adds, the company is poised to “Last year, we opened more stores than we closed—that’s a big testament to our turnaround,” he says. The secret to Pizza Inn’s success, says Morrison, is dedication to the product. The dough is made instore from scratch every day, and the recipes remain unchanged from the originals. “One of the great attributes of our brand has been that, although we’ve struggled in areas, we didn’t let the product suffer in the process,” he explains. “That’s kept the brand around for such a long time.” With three types of stores—buffet/dine-in, a delivery/carryout operation and an express—the company has also evolved to encompass a range of concepts. Morrison points out that some of Pizza Inn’s greatest achievements have been its innovations over the years: in specialty pizzas (such as the bacon cheeseburger pizza in the ’90s), the pizza buffet concept (Pizza Inn began buffets in the late ’60s), and the “pizzert,” a pizza-style dessert (introduced in 1986). “We’ve tried to lead the category in innovation by bringing new, unique cus usand interesting flavors,” says Morrison. “In a buffet setting, we givee cusnss to n to tomers the ability to sample those products and find new reasons come and try us.” –Tracy Morin

Has your pizzeria been in business for 50 or more years? If so, contact us at tracy@pmq.com. 82

PMQ Pizza Magazine – The Pizza Industry’s Business Monthly

This series of photos shows busy Pizza Inn employees— and one satisfied customer— during a particularly successful time in its history: the 1970s.