THIS IS THE CROWD THAT QUALITY BUILT…
ONE PIZZA AT A TIME.
Tonight’s crowd is no coincidence. It’s our reward for focusing
on the details that make us the best pizzeria in town. Grande has helped us get there with premium Italian cheeses that distinguish our menu and the business experience that has helped build our business…every pizza, every customer, and every time.
W E S E E W H AT YOU S E E .® ©2012 Grande Cheese Company
For a new view on your business, visit www.grandecheese.com or call 1-800-8-GRANDE.
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Online at PMQ.com December 2012 PIZZA TV: RECENT VIDEOS
The American Pizza Championship
This Week in Pizza
Eleven master pizza makers from across the country vied for top honors in PMQ’s recent American Pizza Championship, held at NYPD Pizza in Orlando, Florida. With a onepoint difference between the winner and the second-place finisher, the competition was intense—and the pizzas were amazing.
Catch up on the latest pizza industry news every Wednesday with Pizza TV’s weekly online broadcast, This Week in Pizza, with hosts Brian Hernandez and Michelle McAnally.
PMQ’s TOP SOCIAL MEDIA PICKS Social media is more than just Web-based chatter—it’s a marketing revolution! Whether running a “Big Three” franchise or a mom-andpop operation, 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 @pmqpizzamag.
TommyCoalFired We can’t help but smile when we work with such amazing food and customers. #family, #pizza, #tommyscoalfired UnoChicagoGrill We totally endorse #OccupyUNOs. Occupy a seat at the bar, occupy a booth in the dining room. PieFivePizza Dear Pie Lovers: Meet Herb, a.k.a., Italian Herb Crust. Thin and delicious with rosemary and oregano. Now available at all Pie Five locations.
Find PMQ at facebook.com/ pmqpizzamagazine.
Next Door Pizza & Pub Eat like a New Yorker tonight! We’ve got these MASSIVE 18” New York pizzas, hand-tossed and made to order. Now we just need orders. Cooks are standing by. Limit 200 pizzas per guest per hour. Offer not available in Uganda, the Czech Republic or Guam. Please consult your doctor before eating something so delicious your head will probably explode. Do not wear a Snuggie while you eat this pizza because you will look dumb. In fact, never wear a Snuggie. Grimaldi’s The holidays are only eight weeks away. Scary, huh? The good news is, we have made the holidays easier. With every purchase of a $50 gift card, you will receive a $10 gift card for your next Grimaldi’s visit! Purchase in store or online at grimaldispizzeria.com/purchase. Big Red’s Pizza & Subs Did you know Big Red’s takes our competitor’s coupons? 6
PMQ Pizza Magazine – The Pizza Industry’s Business Monthly
Table of Contents December 2012
ON THE COVER 20 PMQ’s Pizza Power Report It’s time again for PMQ’s annual state-of-the-industry wrap-up and forecast for 2013. Packed with facts and figures and surveying the hottest trends, this year’s report paints an in-depth picture of the current pizza industry and offers helpful insights into its likely future. By Liz Barrett
FEATURES 36 Sweet Emotions Experts explain how popular dessert items can provide customers with the perfect happy ending for an unforgettable pizza experience. By Michelle McAnally
44 Germ Warfare More than 50% of foodservice workers don’t follow safe hygiene practices—and that could cause big trouble with local health authorities. Learn how to use best practices and new technologies to create a cleaner, safer environment for your guests. By Michelle McAnally
20 56 Best in Show
50 Tools of the Old School Old-fashioned direct mail, door hangers and coupons still work wonders for pizzerias looking to attract new customers. It’s just a matter of creating the perfect piece and getting it into the right hands. By Tracy Morin
PMQ staff members weigh in on their favorite products from September’s Florida Restaurant & Lodging Show.
IN EVERY ISSUE 6 10
Online at PMQ.com Editor’s Note
12 Letters to the Editor
36 8
PMQ Pizza Magazine – The Pizza Industry’s Business Monthly
14
Pizza Press
60
Product Spotlight
68
Advertiser Index
69
Industry Resource Guide
DEPARTMENTS 16 In Lehmann’s Terms: High-Absorption Dough and Sauce-Free Pies Tom “The Dough Doctor” Lehmann offers tips for experimenting with dough and sauce alternatives.
18 New York’s Finest: Orange Basil Linguine A challenge from his wife leads Chef Bruno to create a new pasta dish that incorporates orange slices and rinds.
18
82 Time Capsule: Sal and Carmine Serving slices and ices to his fellow New Yorkers, Luciano Gaudiosi follows in the footsteps of his late grandfather, the colorful and irrepressible Sal Malanga.
Coming Next Month Pasta: Pizza industry operators and consultants
50
reveal all you need to know about the profitable possibilities of pasta dishes.
Franchising Your Pizzeria: It’s risky business, but the payoff can be huge. Experts discuss when you should consider franchising your concept—and how to do it right the first time.
Equipping Your Pizzeria: What’s missing from your kitchen or dining room? PMQ surveys the essential pieces of equipment for a successful pizzeria operation.
December 2012 • pmq.com
9
Editor’s Note Rick Hynum
What the Customer Wants, the Customer Gets If you’re ever having a bad day and starting to wonder if you’re in the wrong business, PMQ’s annual Pizza Power Report (starting on page 20) should cheer you right up. Meticulously researched, prepared and penned by our editor at large, Liz Barrett, the 2013 report points to a good year, all in all, for the pizza industry, with total sales on the rise and independents still holding their own against the big boys. Even as consumers laid low and saved their pennies during another year of slow economic growth, they still couldn’t resist the alluring siren call—and affordable prices—of what we at PMQ call the Great Meal of the United States of America. At the same time, the industry continues to evolve, just as it should and must. Build-your-own concepts are flourishing, the gluten-free movement keeps growing, and major chains have generated scads of press coverage with some pretty crazy recipes. Or am I the only one who thinks a crust made with baconwrapped hot dogs and drizzled with maple syrup and ketchup is a little out there? (I’m looking at you, Pizza Hut Japan.) But perhaps the most important growth area is one that some old-school pizzeria operators continue to ignore at their own peril: the ever-increasing popularity of online ordering. Younger customers love one thing even more than they love pizza, and that’s their mobile devices. Just take a gander at the kids dining in your pizzeria today; you’ll see many of them hunched over, heads bowed, fingers busily pecking and swiping at the screens of their iPhones and Androids, checking in on Foursquare, pinning on Pinterest and tweeting on Twitter between bites of your tastiest pies. If you’re lucky, they’re posting something good about your food and broadcasting that message to hundreds of their closest friends. But when they’re not dining in at your pizzeria—when they opt for carryout or delivery instead—many of these younger customers can’t be bothered to call in an order. They would rather let their fingers do the talking. So if you don’t offer them the option of placing their orders online via mobile devices or computers, believe me, your competitor will be glad to take their business away from you. Fortunately, as Liz explains in the Pizza Power Report, pizzeria operators’ resistance to online ordering seems to be slowly melting away. According to PMQ’s 2012 Reader Census, 18% of respondents now accept orders via the Internet, and another 18% plan to do so in the next year. That’s good to know, and we hope that more of our readers will begin to embrace online ordering in 2013. There is no doubt that more and more customers will want it. And, when all is said and done, what the customer wants, the customer will get—if not from you, then from the pizzeria that just opened down the street!
Thank you, as always, for reading PMQ, and, hey, keep those cards and letters (and emails) coming!
Rick Rick Hynum Editor-in-chief PMQ Pizza Magazine
On the cover: This year’s state-of-the-industry profile, the Pizza Power Report, starts on page 20.
10
PMQ Pizza Magazine – The Pizza Industry’s Business Monthly
Letters to the Editor Rick Hynum — A Publication of PMQ, Inc. —
A Pizza Man’s Dream Thanks so much for the great article on my pizzeria (“Art and Soul,” November 2012). My only (small) correction would be to point out that we actually have four Bakers Pride ovens (right), not two. We started out with two, then went to three, and, after the fire, we now have four—two 6’ ovens and two 4’ ovens. It’s a pizza man’s dream! In any case, I can’t thank you enough for the article. And the video profile on PizzaTV.com was the perfect accompaniment to the article! Satchel Raye Satchel’s Pizza Gainesville, FL
Wrap It Up We have a small mom-and-pop pizza/sandwich restaurant, and we’re starting to offer take-and bake pizzas. The clear wrap we get from our foodservice provider is cumbersome and hard to use. We’re looking for a better way to wrap our pizzas. Any suggestions? bcampbell516 via the Think Tank
We referred your question to Tom “The Dough Doctor” Lehmann. Here’s his answer: “Stretch wrap is probably the best thing to use— it’s sanitary and easy to buy and store, and it works. You can also place your pizza in a plastic tray with a clear plastic lid/dome. Granted, the tray will cost more, will take up more storage space and won’t hold the ingredients as securely as stretch wrap. But you’ll save money because you won’t need an additional box for the customer to carry home. Aluminum counterparts are also available— look at what your local supermarket uses for its fruit or pastry trays. Most of these trays will have some type of dome lid that snaps into place over the foil tray. As a last resort, just place the assembled pizza on a corrugated pizza circle in a paperboard or corrugated cardboard pizza box. But, remember, there won’t be anything to hold the pizza together if it gets tipped or bumped during its trip home with the consumer. Finally, if your local health department will allow it, consider placing the pizza on a pizza circle and using a heat gun to partially melt the cheese (just enough to cause it to cling together). Then place the pizza in a regular box, and the partially melted cheese should hold it together just fine.”
Winner of 5 ASBPE Awards Winner of 4 GAMMA Awards ISSN 1937-5263 PMQ, Inc. Publisher Steve Green sg@pmq.com ext. 123
Co-Publisher Linda Green linda@pmq.com ext. 121 EDITORIAL Editor-in-Chief Rick Hynum rick@pmq.com ext. 130 Editor at Large Liz Barrett liz@pmq.com Senior Copy Editor Tracy Morin tracy@pmq.com Food Editor Michelle McAnally michelle@pmq.com ext. 133 DESIGN/PRODUCTION Art Director Kara Hoffman kara@pmq.com ext. 135 Designer Eric Summers eric@pmq.com ext. 140 Media Production Daniel Perea dperea@pmq.com ext.139 ADVERTISING Sales Director Linda Green linda@pmq.com ext. 121 Senior Account Executive Clifton Moody clifton@pmq.com ext. 138 Account Executive Tom Boyles tom@pmq.com ext. 122 Sales Assistant Brandy Pinion brandy@pmq.com ext. 127 ADMINISTRATION Chief Financial Officer Shawn Brown shawn@pmq.com Circulation Manager Sherlyn Clark sherlyn@pmq.com ext. 120 Director of Operations/ Event Coordinator Brian Hernandez brian@pmq.com ext. 129 U.S. Pizza Team Director Missy Green missy@pmq.com ext. 125 PMQ INTERNATIONAL PMQ China Yvonne Liu yvonne@pmq.com
Think Tank 2.0
PMQ Australia-NZ Tom Boyles tom@pmqaustralia.com
What’s the buzz? Log on to find out the latest industry buzz at PMQ.com/tt.
Pizza&Food Gabriele Ancona gabriele.ancona@pizzafood.it
What to serve with sweet potato fries...
French Liaison Julien Panet jpanet@pizza.fr EDITORIAL ADVISORS
Stupid question... Cheese...
Chef Santo Bruno Tom Lehmann Joey Todaro Ed Zimmerman
Ideal food cost percentage...
CONTRIBUTORS
Rewards program...
Tom Lehmann Chef Santo Bruno
Thank You to Our PMQ Think Tank Moderators Daddio: Member since June 2006 Tom Lehmann: Member since June 2006
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 Rick Hynum 12
PMQ Pizza Magazine – The Pizza Industry’s Business Monthly
Volume 16, Issue 10 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.
Pizza Press News and Views
A Decade’s Worth of Free Pies
Pizza Fusion franchisees Leigh and Bob Anderson (left), along with CEO and cofounder Vaughan Lazar (right), awarded free pizza for a year to Paul Chabai.
It’s a pizza lover’s dream: free pies for a decade. When Pizza Fusion (pizzafusion.com), the eco-friendly, Boca Raton, Florida-based chain, opened its newest location in Charlotte, North Carolina, new franchise owners Bob and Leigh Anderson held drawings for 50 guests and 10 Facebook entrants to win a free pizza each month for a year. Additionally, one guest was selected to receive a free pie every month for 10 years. “We are really excited to open our restaurant with a bang, which is why we’re giving away free pizzas and a variety of other giveaways,” says Leigh. The grand opening also featured a charity raffle for two bicycles, with proceeds benefiting Camp CARE (Cancer Ain’t Really the End), which provides year-round activities for children affected by cancer and their families in the Charlotte area.
Red-Hot Promo Helps Firefighters Some people thought Scott Anthony, owner of Fox’s Pizza Den (foxspizzapunxsy.com) in Punxsutawney, Pennsylvania, was crazy when he first decided to donate the profits from one-day sales of his famous Big Daddy pizza to the local fire department. But Anthony believes Pizza and Prevention Day, now in its 11th year, is a win-win. The promotion helps provide equipment for firefighters as well as lifesaving smoke detectors for Fox’s customers. With help from the firefighters themselves, Anthony served more than 1,500 pies this year and sold thousands of coupons for the 24” x 12” Big Daddy for $9.11, raising more than $45,000 for local fire departments. “Scott came to us with the idea after 9/11, and every year it beats the year before. I’m just amazed at his generosity,” says fire chief Bryan Smith. “It starts two months in advance as we coordinate with co-sponsors. Firefighters go to the store two days before to start assembling boxes, and then, on the morning of the event, we start at 8 a.m., kneading dough and making pizzas.” The firefighters also man the phones and deliver pizzas, coupons for Big Daddy pies, batteries and certificates for free smoke alarms.
Fox’s Pizza Den raised more than $45,000 for local fire departments.
Manning Goes Long With Papa John’s
NFL superstar Peyton Manning, shown with Papa John’s founder John Schnatter, was a fan of the chain before he became a franchisee. 14
PMQ Pizza Magazine – The Pizza Industry’s Business Monthly
Denver Broncos quarterback Peyton Manning has started taking snaps for Papa John’s (papajohns.com) in his free time. Manning, a spokesman for the franchise since 2011, has become the proud owner of 21 locations in Denver. “Having Peyton as a franchisee is a huge win for our brand, especially for our customers in Denver, where our business has never been better,” says Papa John’s founder and CEO John Schnatter. Manning admits he has been a fan of Papa John’s pizza for a long time and believes the move makes good long-term business sense. “It’s a smart investment now and will be long after I’m done playing football,” he says.
School’s in for Pizza Fans Going out for pizza is a treat, but some people want to learn how to make great pies at home. Chef Bart Nadherny from Matchbox Vintage Pizza Bistro (matchboxrockville.com) in Rockville, Maryland, is happy to assist, offering pizza making lessons to his customers. “I wanted to be able to connect to the community,” Nadherny says. “There is an art to making Customers learn the art of pizza making at Matchbox Vintage Pizza Bistro. the perfect pizza, and we wanted to make that accessible to our community. I talk a lot about the importance of time and temperature. Simplicity is also key—overloading on toppings can muddle the outcome of a pizza. And I stress the difference between cooking a pizza in a home kitchen versus a wood brick oven.” Many participants are surprised by the amount of work involved, Nadherny notes. “One woman pulled our vice president of operations aside to let him know how great the class was and said she had no idea that pizza making was such an intensive process. We’re looking forward to more reactions like that one!”
31 Days of Pizza
Sean Taylor celebrated National Pizza Month with a slice from a different pizzeria every day.
How did you celebrate National Pizza Month in October? Actor/comedian Sean Taylor simply ate more pizza. For 10 years, he has eaten a slice of pie at a different pizzeria every day during October as part of a project he calls 31 Days of Pizza. As he explains, “Growing up in a military family, there were a lot of variables in my life. Whether we lived on a base in Alabama, a housing development in California or an apartment in Turkey, the one constant was pizza. It’s always been my favorite food.” Now living in New York, Taylor is surrounded by great pizza. “In 2002, my roommate told me that October was National Pizza Month, and I committed to celebrating it in the most delicious way possible—eating a slice every day,” Taylor adds. “More than a decade later, this annual endeavor has brought me to places as far away as Chicago and even Italy.” But his favorites can be found in the Big Apple—NY Pizza Suprema’s (nypizzasuprema.com) cheese slice in midtown Manhattan, the Neapolitan pies at Keste (kestepizzeria.com) in the West Village, and coal-fired brick-oven pizza from Grimaldi’s (grimaldis.com) near the Brooklyn Bridge.
Selling Slices for Charity Scott’s Pizza Tours (scottspizzatours.com) is famous for helping tourists find New York City’s best pizzerias, but its most recent project focused on feeding the hungry. At the Slice Out Hunger event, 32 New York pizzerias came together to sell slices for $1 as part of an effort to raise money for City Harvest, a charity that redistributes food from restaurants, grocers, farmers and manufacturers to community hunger programs and feeds hundreds of thousands of people each week. “About 700 people attended and ate 475 pizzas in just two hours,” says Scott Wiener, owner of Scott Wiener (bottom left, above) united New York pizzerias to raise $12,800 for community hunger programs. Scott’s Pizza Tours. With matching funds from Seamless, a food delivery company, and Scott’s Pizza Tours, the project raised $12,800. “It was such a great night and a fun way to feed people through pizza and the pizza industry,” Wiener adds. “Our plan for next year is to partner with folks in cities around the country for a string of simultaneous events to raise money for those who need it.” December 2012 • pmq.com
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In Lehmann’s Terms Tom “The Dough Doctor” Lehmann
Visit PizzaTV.com to see more tips from Tom Lehmann.
High-Absorption Dough and Sauce-Free Pies Tom “The Dough Doctor” Lehmann describes the challenges—and advantages—of experimenting with dough and sauce alternatives. Question: I’ve made pizzas at home using highabsorption dough, often exceeding 70%. Why don’t I see more pizzerias using them?
Answer: We are seeing more pizzerias, especially the newer “artisan” pizzerias, using high-absorption dough. These doughs are quite soft and more difficult to handle than standard doughs, which are made with absorption values in the 50% to 60% range. Baking them in ovens can be problematic; they require the use of a baking disk or screen, as the dough may flow into the openings under the weight of the ingredients during the early stages of baking, effectively locking the crust onto the screen/disk. There is a learning curve for handling these doughs as well as a difference in the pie’s finished quality characteristics. So high-absorption doughs aren’t right for all pizzerias, but they’re compatible with the new artisan-type pizzerias in which stone hearth and wood-fired ovens are all the rage. These pizza makers aim to produce a pizza that’s different from the norm in both appearance and textural characteristics.
Question: I’ve noticed you prefer to use tomato filets or slices of fresh, ripe tomatoes rather than a conventional sauce on your pizzas. Why?
Answer: I’ve grown tired of run-of-the-mill pizzas and figured it was time for a change. I’ve 16
been using drained tomato filets or fresh slices for several years now, and I’ve seen some advantages to it. Unlike a traditional sauce, the filets or slices don’t provide 100% coverage of the pizza, and I find that the pizzas bake out more thoroughly. I also get better control of the moisture that’s released from the toppings during baking. Additionally, I’ve noticed that the bottom of the pizzas get a stronger bake, sometimes even with a little char, which, to me, is a good thing. And the tomato slices and filets add a certain texture to the pizza, as well as flavor and eye appeal. However, the assembly of the pizza requires slight modifications. To replace the oil that would normally be present in the sauce, I brush olive oil onto the dough skin prior to dressing it. I then
PMQ Pizza Magazine – The Pizza Industry’s Business Monthly
add garlic and other seasonings, such as fresh, green leaf basil or oregano. (Just be sure to cover the fresh basil or oregano with the tomato pieces to prevent them from being charred during baking.) I then peel fresh mozzarella cheese like an orange to create irregular sized pieces that are placed randomly on the pizza, and I sprinkle shredded Parmesan and Romano cheese for an added dimension of complexity. This presentation meets my current needs, but I’m sure I’ll dream up something a little different again, just to keep my taste buds excited. Tom Lehmann is the director of bakery assistance for the American Institute of Baking (AIB). Need more dough advice? Visit the Dough Information Center at PMQ.com/dough.
New York’s Finest Chef Santo Bruno See cooking demos by Chef Bruno on PizzaTV.com.
Orange Basil Linguine Chef Bruno accepts a culinary challenge from his wife and gets a big kiss in return.
Hello, my readers. I’ve got a great new recipe for you, and, as usual, there’s a little story behind it. My wife made me a toasted English muffin with orange marmalade for breakfast one recent morning. She always likes to keep me on my toes, so she asked, “Do you think you can make a spaghetti dish with orange marmalade?” I responded that I would try to come up with something—I can’t turn down a culinary challenge! My first attempt didn’t quite work out— something was missing, but I couldn’t figure out what it was. So I called my brother in Italy; he is, by the way, one of the finest chefs in Sicily. I told him about the dish and explained that something seemed to be missing from it. He suggested that I try using some cornstarch. Armed with that knowledge, my wife and I headed to the supermarket to pick up some various products, and, after all that, we were too tired to even think about cooking by the time we finally got home. The following day, though, I finally made it for her. It was worth all the trouble and delays. She loved it so much, she gave me a big kiss. So if you want a kiss, make Orange Basil Linguine for your wife!
Mangia! You’ll Need:
Directions:
1 tbsp. margarine, melted ½ c. canned chicken broth ½ c. orange juice, unsweetened 2 tsp. cornstarch 1 tbsp. fresh basil, chopped 1/8 tsp. orange rind, grated 3 c. linguine, cooked without salt 1 tbsp. Parmesan cheese 2 orange slices 1 sprig of fresh basil
Combine the first four ingredients in a small saucepan. Stir well and bring to a boil. Cook for about one minute. Remove from heat and add the chopped basil and grated orange rind. Stir and add the mixture to the cooked linguine, tossing gently. Sprinkle with Parmesan cheese and add the sliced orange and basil sprig on top as a garnish.
Chef Bruno is PMQ’s culinary advisor, with more than 40 years of international pizza experience. He is the corporate chef for Marsal & Sons and the culinary coach of the U.S. Pizza Team. 18
PMQ Pizza Magazine – The Pizza Industry’s Business Monthly
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PMQ Pizza Magazine – The Pizza Industry’s Business Monthly
PIZZA POWER 2013 STATE OF TH E I N DUSTRY RE P ORT
Make plans for 2013 with PMQ’s report on the pizza industry—both domestic and worldwide—along with a forecast for the coming year. By Liz Barrett
I
t’s time again for PMQ’s yearly wrap-up of the state of the industry as well as our forecast for 2013. Each year since it began in 2000, our goal has been to continually enhance this annual report. This time around, in addition to data from key industry sources such as Technomic, Mintel, the National Restaurant Association (NRA), our annual Pizza Industry Census, CHD Expert and IBISWorldwide, we’ve also included information about international pizza growth, thanks to Euromonitor International and the editors at FoodService Europe & Middle East. In addition to numerical data, you’ll find an overview of major food trends from and consumer opinions about the restaurant industry as a whole. Bring out this report any time you’re strategizing marketing projects, planning new menus or considering franchising.
Understanding the Numbers To determine industry figures for this report, overall sales and store counts were provided by CHD Expert, which obtains its data from more than 80 sources, including Web, government and online listings. Technomic provided sales and unit information on the Top 50 Chains. Before we get into the data, it’s important to note that last year’s report covered a period from January 2010 to December 2010, while this year’s report covers the year ending September 2012, providing a more current read of where the industry stands in store counts and sales.
An Industry On the Rise Data gathered from all sources this year points to an industry that continues to grow at a rate of just about 1.6%. December 2012 • pmq.com
21
U.S. Pizza Sales $36,786,524,044
State Rankings: Independent Pizzerias
Year ending September 2012 Source: CHD Expert
The chart below illustrates which states boast the highest percentage of independent pizzerias.
Independents: 39.57% Other Chains: 26.52% Pizza Hut: 14.68% Domino’s: 9.24% Papa John’s: 5.97% Little Caesars: 4.02%
This is in line with the growth rate of the restaurant industry as a whole, which was projected by the NRA to rise by more than 3% in 2012 to $632 billion. This is the third consecutive year that sales have increased for the restaurant industry. The industry also continues to outpace overall U.S. job growth at a rate of two to one, according to the NRA, further suggesting a growing industry. And PMQ’s recent reader census shows that more than 60% of pizzeria operators report increasing sales over the previous year. All signs point to a continuing recovery from the recession for the foreseeable future.
U.S. Pizza Stores 71,856 As of September 2012 Source: CHD Expert
Sales and Store Counts New data provided by CHD Expert shows this year’s industry sales for the period ending September 2012 to be $36,786,524,044 and the total pizzeria store count for September 2012 to be 71,856.
1-9 Units
10-501+ Units
Total Units
% Independent
CT
920
120
1040
88%
NY
4247
816
5063
84%
MA
2041
427
2468
83%
NJ
2107
455
2562
82%
VT
146
33
179
82%
NH
437
102
539
81%
PA
3144
888
4032
78%
RI
282
80
362
78%
DC
85
37
122
70%
ME
294
125
419
70%
AK
95
48
143
66%
DE
187
104
291
64%
OH
2073
1699
3772
55%
IL
1624
1410
3034
54%
FL
2275
2002
4277
53%
MD
692
602
1294
53%
NV
344
301
645
53%
WI
639
610
1249
51%
CA
3287
3225
6512
50%
IN
926
955
1881
49%
MI
1423
1469
2892
49%
WA
645
732
1377
47%
ID
161
188
349
46%
For the period ending September 2012, the average per-unit sales for all U.S. pizzerias (chains and independents combined) equaled $511,948. The Top 50 chains’ per-unit sales numbers decreased slightly, from $661,053 in 2010 to $653,859 in 2011.
SC
435
511
946
46%
VA
782
902
1684
46%
CO
491
612
1103
45%
MT
116
143
259
45%
WV
299
366
665
45%
NC
891
1121
2012
44%
AZ
517
716
1233
42%
MN
552
773
1325
42%
Independent Stats
OR
373
516
889
42%
UT
230
319
549
42%
AR
295
424
719
41%
HI
76
116
192
40%
Store Averages
For this year’s report, we’re able to provide a more detailed picture of the division between chains and independents. Throughout the report, when you see the word “independent,” it
Independents: 53.3% Other Chains: 20.22% Pizza Hut: 10.57% Domino’s: 6.83% Little Caesars: 4.9% Papa John’s: 4.18% 22
State
PMQ Pizza Magazine – The Pizza Industry’s Business Monthly
GA
637
1009
1646
39%
TN
477
751
1228
39%
ND
65
112
177
37%
LA
251
452
703
36%
WY
50
89
139
36%
NM
101
188
289
35%
KY
339
675
1014
33%
TX
1478
2948
4426
33%
OK
286
599
885
32%
AL
245
551
796
31%
MO
460
1057
1517
30%
SD
65
162
227
29%
MS
122
320
442
28%
IA
300
837
1137
26%
KS
192
533
725
26%
NE
98
329
427
23%
TOTAL
38,297
33,559
71,856
Source: CHD Expert
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refers to all pizzerias with less than 10 units; any business with more than 10 outlets is referred to as a chain. This year’s numbers show that 53% of pizza outlets are independently owned and control 40% of total pizza industry sales. With total sales for independents at $14,557,100,260 and a unit count of 38,297, the average annual sales for independents for the period ending September 2012 was $380,111.
Chains own 47% of pizzerias and control 60% of the sales. Ranking the Top 50 The Top 50 Pizza Chains, courtesy of Technomic, includes total U.S. sales and store counts for pizzeria chains ranked among a larger list of the nation’s Top 500 Restaurants, the result of more than four decades of sales and trend tracking research. The total 2011 combined sales from the Top 50 equaled $18,472,166,000, with total per-unit sales averaging $653,859 (among 28,251 units). In 2010, the top 50 sales equaled $18,350,160,000, with total per-unit sales averaging $661,053 (out of 27,759 units). Compared to the Top 50 performance in 2010 (a gain in sales of more than $800,000,000), the 2011 rise in sales of $122,006,000 reflects a focus on unit growth for the year. Meanwhile, store counts rose by 492 in 2011 (compared to 203 in 2010). Newcomers to the Top 50 list this year include Gambino’s Pizza; Snappy Tomato Pizza; Lou Malnati’s; Nancy’s Pizza; Sarpino’s Pizzeria; Amato’s Pizza; and Dion’s Pizza. Pizza chains that were dropped from the list this year included Donato’s; Wolfgang Puck Express; Zpizza; Straw Hat Pizza; RedBrick Pizza; Brixx Wood Fired Pizza; and CPK ASAP.
The Big Picture According to Technomic’s 2012 Top 500 Chain Restaurant Report, U.S. commercial chain restaurant industry sales grew to $370.2 billion in 2011, an increase of 2.5% over 2010. The number of restaurant units, however, showed a decline of 0.8% from 2010 to 2011. Technomic’s chain restaurant sales forecast for 2012 was an increase of 2.9%, to $381 billion. Looking at the restaurant industry by segment showed that limited-service grew sales 3.1% to 24
PMQ Pizza Magazine – The Pizza Industry’s Business Monthly
Top 50 U.S. Pizzerias: Ranked by Sales Based on 2011 Sales 2011 U.S. Sales (x1,000)
% Change from 2010
Rank
Chain Name
1
Pizza Hut
5,400,000
2
Domino's Pizza
3,400,000
3
Papa John's
2,195,841
*
4.7
4
Little Caesars
1,480,000
*
18.1
5
Papa Murphy's Take 'N' Bake Pizza
702,000
*
6
CiCi's Pizza
516,000
7
Sbarro
420,000
-4.5
8
Chuck E. Cheese's
417,308
-2.0
9
Round Table Pizza
357,701
10
Godfather's Pizza
313,000
11
Hungry Howie's Pizza
267,200
12
Jet's Pizza
185,000
13
Peter Piper Pizza
158,300
14
Papa Gino's Pizzeria
15 16
*
0.0 2.9
10.6 -5.3
-3.1 *
-5.2 6.9
*
9.1
153,000
*
-7.2
Mazzio's Italian Eatery
150,000
*
Pizza Ranch
146,929
17
Fox's Pizza Den
144,000
18
Marco's Pizza
143,928
19
Gatti's Pizza
128,500
*
-2.8
20
Pizza Pro
118,000
*
-7.6
21
Villa Fresh Italian Kitchen
112,500
*
-2.6
22
Pizza Inn
101,000
*
-11.4
23
Rosati's Pizza
98,500
*
0.9
24
Greek's Pizzeria
95,000
*
2.7
25
Ledo Pizza
90,000
*
4.2
26
Famous Famiglia
86,000
*
49.6
27
Mountain Mike's Pizza
81,000
*
6.6
28
Imo's Pizza
69,000
*
-1.0
29
Shakey's Pizza Parlor
67,000
*
0.8
30
Monkey Joe's
62,500
*
17.2
31
Me-N-Ed's Pizzeria
60,500
*
0.5
32
Monical's Pizza Restaurant
56,849
33
Bellacino's Pizza & Grinders
50,500
*
-3.8
34
Simple Simon's Pizza
49,500
*
-2.9
35
Pizza Factory
47,500
*
-6.1
36
Dion’s Pizza
46,000
37
Vocelli Pizza
45,200
*
-7.3
38
Pizza Patrón
42,500
*
-1.2
39
Happy's Pizza
41,000
*
18.8
40
Happy Joe's Pizza and Ice Cream Parlor
40,200
*
-0.7
41
Extreme Pizza
40,000
*
-3.8
42
Stevi B's The Ultimate Pizza Buffet
39,500
*
12.2
43
East of Chicago Pizza
37,000
*
-10.3
44
Amato’s Pizza
34,000
*
17.2
45
Sarpino’s Pizzeria
33,000
46
Pizza Boli's
32,610
*
2.5
47
Lou Malnati’s
30,500
*
5.9
48
Nancy’s Pizza
30,300
49
Snappy Tomato Pizza
29,000
*
6.2
50
Gambino’s Pizza
27,300
*
-0.7
Source: Technomic *=Technomic estimate
5.5
-2.0 17.7
*
-2.7 25.7
0.4
7.0
37.5
1.2
Top 50 Pizzerias: Ranked by Number of Units Based on 2011 Units Chain Name
2011 U.S. Units
% Change from 2010
Pizza Hut
7595
0.7
Domino's Pizza
4907
-0.4
Little Caesars
3518
Papa John's
3001
Papa Murphy's Take 'N' Bake Pizza
1283
3.6
Sbarro
611
-10.3
Godfather's Pizza
606
-6.3
CiCi's Pizza
573
-3.5
Hungry Howie's Pizza
549
-1.6
Chuck E. Cheese's
529
0.0
Pizza Pro
466
-2.9
Round Table Pizza
446
-5.1
Fox's Pizza Den
280
-5.7
Marco's Pizza
275
26.7
Jet's Pizza
223
4.2
Simple Simon's Pizza
220
0.0
Pizza Inn
213
-7.8
Villa Fresh Italian Kitchen
199
-5.7
Pizza Ranch
164
6.5
Mazzio's Italian Eatery
163
-3.6
*
9.5 4.5
Papa Gino's Pizzeria
162
-12.0
Rosati's Pizza
162
0.6
Mountain Mike's Pizza
149
11.2
Greek's Pizzeria
142
3.6
Famous Famiglia
131
67.9
Gatti's Pizza
122
-6.2
Pizza Factory
110
-3.5
Vocelli Pizza
102
-9.7
Ledo Pizza
100
0.0
Pizza Patrón
94
-6.0
Imo's Pizza
91
-3.2
Peter Piper Pizza
90
0.0
Happy's Pizza
75
15.4
East of Chicago Pizza
73
-2.7
Snappy Tomato Pizza
72
-4.0
Bellacino's Pizza & Grinders
70
-1.4
Monical's Pizza Restaurant
65
-3.0
Pizza Boli's
62
3.3
Monkey Joe's
61
15.1
Shakey's Pizza Parlor
59
3.5
Me-N-Ed's Pizzeria
59
0.0
Happy Joe's Pizza and Ice Cream Parlor
57
-1.7
Gambino’s Pizza
51
-3.8
Amato’s Pizza
47
11.9
Stevi B's The Ultimate Pizza Buffet
45
9.8
Sarpino’s Pizzeria
44
22.2
Extreme Pizza
42
-8.7
Nancy’s Pizza
42
0.0
Lou Malnati’s
34
6.3
Dion’s Pizza
17
6.3
Source: Technomic *=Technomic estimate
Blogger Insights PMQ caught up with Adam Kuban, founder and editor at large of pizza blog Slice, to get his opinions on current trends in the industry. Here’s what he had to say: Mobile Units: Trailer-based wood-firedoven operations have surged in the last year, and I think they’ll continue to proliferate at weekend festivals and in particular at local farmers’ markets, where operators tend to top pies with produce from neighboring vendors. The Neapolitan Surge: I’m also seeing owners of traditional wood-fired Neapolitan pizzerias spin off new concepts. Giulio Adriani tried this with La Montanara (now closed), a deep-fried-pizza offshoot of his New York City-based Forcella, and Ann Kim of Minneapolis’s Pizzeria Lola (pizzerialola. com) plans to open Hello Pizza in 2013, serving New York-style, by-the-slice pizza rather than the wood-fired pies she’s known for. Amateur Success: At Slice, we’ve also seen a fair amount of serious-amateurto-owner success stories. Brooklynbased Paulie Gee’s (pauliegee.com) was born of Paul Giannone’s backyard pizza making passion. Caleb Schiff also went from hosting backyard-oven pizza parties to realizing his dream at Pizzicletta (pizzicletta.com) in Flagstaff, Arizona. Brooklyn’s David Sheridan has a similar story; he’s opening Wheated in 2013 after practicing in his self-built wood oven. And in Baltimore, word is that Pizzeria Ruby will open soon, the culmination of years of research and testing by a man who goes by the moniker of “Pizzablogger” on the online forum Pizzamaking.com.
more than $200 billion in 2011, while units declined by 0.3%. The full-service segment grew sales 1.8% to just over $169 billion and also saw a reduction in the number of units—down 1.5% from 2010. Experts at Technomic acknowledge that, while disposable income remained low in 2011 due to high unemployment and a less-than-speedy economic recovery, restaurants weren’t as affected as other sectors because their customers tend to be more affluent. While the industry is trending upward, Technomic insiders also advise that restaurateurs who want to stay ahead of the curve will do so only through brand evolution; concept freshness; attention to the needs of their customers; creativity in pricing structure; attention to social media and December 2012 • pmq.com
25
Store Counts per Capita Above Average State
No. of Stores
Pop. (2010 U.S. Census Data)
Stores/ 10,000 People
New Hampshire
539
1,316,470
4.09
Massachusetts
2468
6,547,629
3.77
Iowa
1137
3,046,355
3.73
West Virginia
665
1,852,994
3.59
Rhode Island
362
1,052,567
3.44
Ohio
3772
11,536,504
3.27
Delaware
291
897,934
3.24
Pennsylvania
4032
12,702,379
3.17
Maine
419
1,328,361
3.15
Michigan
2892
9,883,640
2.93
Connecticut
1040
3,574,097
2.91
New Jersey
2562
8,791,894
2.91
Indiana
1881
6,483,802
2.90
Vermont
179
625,741
2.86
South Dakota
227
814,180
2.79
North Dakota
177
672,591
2.63
Montana
259
989,415
2.62
No. of Stores
Pop. (2010 U.S. Census Data)
Stores/ 10,000 People
Average State New York
5063
19,378,102
2.61
Kansas
725
2,853,118
2.54
Missouri
1517
5,988,927
2.53
Minnesota
1325
5,303,925
2.50
Wyoming
139
563,626
2.47
Arkansas
719
2,915,918
2.47
Nevada
645
2,700,551
2.39
Illinois
3034
12,830,632
2.36
Oklahoma
885
3,751,351
2.36
Nebraska
427
1,826,341
2.34
Kentucky
1014
4,339,367
2.34
Oregon
889
3,831,074
2.32
Florida
4277
18,801,310
2.27
Maryland
1294
5,773,552
2.24
Idaho
349
1,567,582
2.23
Wisconsin
1249
5,686,986
2.20
Colorado
1103
5,029,196
2.19
Below Average State
No. of Stores
Pop. (2010 U.S. Census Data)
Stores/ 10,000 People
North Carolina
2012
9,535,483
2.11
Virginia
1684
8,001,024
2.10
Washington
1377
6,724,540
2.05
South Carolina
946
4,625,364
2.05
District of Columbia
122
601,723
2.03
Alaska
143
710,231
2.01
Utah
549
2,763,885
1.99
Tennessee
1228
6,346,105
1.94
Arizona
1233
6,392,017
1.93
Texas
4426
25,145,561
1.76
California
6512
37,253,956
1.75
Georgia
1646
9,687,653
1.70
Alabama
796
4,779,736
1.67
Louisiana
703
4,533,372
1.55
Mississippi
442
2,967,297
1.49
Hawaii
192
1,360,301
1.41
New Mexico
289
2,059,179
1.40
26
PMQ Pizza Magazine – The Pizza Industry’s Business Monthly
PMQ 2012 Reader Census Stat: 63% of respondents report sales increasing over last year. third-party online deals such as Groupon and LivingSocial; the offering of value beyond price (i.e., food quality); attentive service; order accuracy; and speed and convenience.
The Big Three Pizza Hut, Domino’s Pizza and Papa John’s once again rank first in sales and unit counts. According to Technomic, Pizza Hut holds the top spot, with 7,595 U.S. units, up slightly from last year’s 7,542, and accounting for 10.57% of all pizzerias in the United States. With these locations, Pizza Hut captures 14.68% of all U.S. pizza sales. The Big Three worked hard this year to grab consumers’ attention. Pizza Hut continues to promote its Book It Reading Program, now celebrating its 28th year, and recently teamed up with Christina Aguilera for a PSA to promote its annual World Hunger Relief campaign. Papa John’s gave away millions of pizzas last year to football fans during a Super Bowl XLVI coin toss promotion. The company also signed a multiyear deal to be the official pizza sponsor of the NFL in Canada, Mexico and the U.K. and promises to give away two million free pizzas in its PapaRewards program. Meanwhile, Domino’s unveiled a new logo; debuted stuffed cheesy bread, Parmesan bread bites and the first gluten-free crust from a chain; told customers that “no additions or substitutions” were allowed in
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Additional Insights
World Frozen/Chilled Pizza Growth (compound annual growth rate) Period: 2007-2012 Source: Euromonitor International The growth chart below shows the rise in frozen/chilled pizzas around the world from 2007 to 2012. Western Europe and the U.S. currently hold top sales in the frozen/chilled pizza market, with $7,336,000 and $5,819,000 in 2012 annual sales, respectively. 20
In a December 2011 report titled “Pizza Restaurants—U.S.,” Mintel, a leading market research company, revealed the following insights about the industry and its consumers: •
•
Middle East / Africa: 15.3% North America: 13.9%
15
•
Asia Pacific: 13.8% Australasia: 13.6%
10
Latin America: 11.4% 5
•
Eastern Europe: 11.1% Western Europe: 3%
0
PMQ 2012 Reader Census Stat: 18% of respondents receive orders through the Internet, and another 18% plan to add the option during the next 12 months. its Artisan Pizza line; celebrated selling $1 billion online in the span of one year; and introduced a handmade pan pizza.
Watching the Trends Fads come and go in the pizza industry, but lasting trends can have a big effect on your bottom line if you know how to capitalize on them. PMQ recently sat down with Scott Wiener, owner of Scott’s Pizza Tours in New York, to compare notes on what’s hot in the industry. “The industry is popping right now,” Wiener says. “The economy is bouncing back, and people see pizza as an affordable meal for any budget and any cuisine—from gourmet to street food.” Speaking of street food, since we announced the emergence of pizza trucks and mobile pizzeria units in last year’s report, their growth has only sped up. “We’re just seeing the beginning of pizza trucks,” Wiener predicts. “Where we used to get a reheated pie, we’re now receiving full-bake pizzas from trucks and mobile units. Some are even offering delivery!” Customizable pizza concepts (think MOD Pizza, Uncle Maddio’s and Top That!) continue to open at a steady clip 28
PMQ Pizza Magazine – The Pizza Industry’s Business Monthly
•
•
•
•
Pizza Hut is the most-visited brand among survey respondents, while independent, local pizzerias are the second most-visited. Issues surrounding diet, health and weight could affect the industry, with nearly 1/3 of women indicating that they expect nutrition labeling to change what they order. Nearly half (47%) of survey respondents consider an online ordering option important. Among them are those aged 25 to 34 (57%) and those with three or more children (55%). Cheese pizza remains the leading pizza type in menu mentions, followed by vegetable pizza. The core pizza consumer is aged 18 to 44, with 75% to 77% of this age group being a pizza restaurant customer. Those with an annual income of $75,000 to $99,900 are the biggest pizza users, as are households with children. Most survey respondents (84%) agree that pizza from a pizzeria is higher-quality than frozen pizza. When deciding to order from a pizzeria, 71% of women consider having a coupon important vs. 59% of men.
as consumers embrace the build-your-own concept and the freedom to add as many toppings as they like for one set price. Wiener says it gives pizza the fast-food convenience that was attempted in the past with drive-through windows but didn’t really take off. “This concept is spreading, and I don’t see it slowing down,” he says. “People will always love convenience and speed and the ability to walk in, grab their pizza and walk out.” We continue to see growth in gluten-free pizza offerings as well. According to Mintel, a leading market research company, gluten-free menu items increased 280% from Q3 2008 to Q3 2011, and the gluten-free industry is exploding, growing 27% since 2009 and exceeding $6 billion in 2011. The latest PMQ Reader Census reveals that 25% of operators now offer gluten-free crusts to customers (up from 16% last year). Although not considered a trend anymore, online ordering continues to grow and expand. And while some pizzeria operators are still a bit gun-shy about it, one look at the success of some of the top chains in this area can attest to its viability.
Other trends noted by Wiener include the emergence of brewpub-pizzeria combos; an increasing consumer interest in what type of oven operators are using; and novelty toppings to grab consumer attention, from hot-dog-stuffed crusts to snake venom. “Gluten-free crust is now expected by the consumer, but staff must be trained to understand how to prevent or minimize cross-contamination,” says Peter Reinhart, author, baking instructor at Johnson & Wales University and founder of PizzaQuest.com from Charlotte, North Carolina. He encourages the use of local ingredients whenever possible and reminds operators to acknowledge vendors and sources on store literature. “Whole-grain options are also expected now,” Reinhart adds. “But it needs to taste good. Flavor always wins over healthfulness.”
Reader Insights Throughout the year, information continually flows through PMQ via interviews with pizzeria operators, informal surveys on social media sites and by way of our annual reader survey. In PMQ’s 2012 Pizza Industry Census, which pooled responses from nearly 300 readers, we were able to pull out some interesting statistics to compare to last year’s results.
PMQ 2012 Reader Census Stat: 83% of those surveyed say they make their own dough, with an additional 57% creating their own sauce. You’ll find statistics from the census peppered throughout this report, such as how many operators are making their own dough, how much is being charged for delivery, and what percentage accept orders online. Ninety-nine percent of those who responded to this year’s census are independent operators (owning less than 10 units), helping to provide a vivid snapshot of the state of the independent sector. We’re watching the industry grow from old-school techniques to one that is heartily embracing the Internet and social media. An overwhelming 89% of respondents report using Facebook on a regular basis, while more than half of those surveyed say they use their cell phone to access the Internet every day. And what may be surprising to many is that the operators who have been in business the longest (more than 50 years) are on board with everyone else. Nearly all of
December 2012 • pmq.com
29
Future Challenges For a look at what’s in store for the industry, IBISWorldwide’s March 2012 report, “Pizza Restaurants in the U.S.,” sheds some light on the next five years. Pizza restaurants will benefit as the economy continues to improve, unemployment rates decline and consumers return to spending money on eating out. However, while the industry will grow, pizza restaurants will continue to be affected by rising competition from other retail food outlets and consumers’ preferences toward healthier foods. Consumers are expected to become even more health-conscious, and many Americans will steer clear of fast-food establishments such as pizza delivery outlets. They will continue to crave products made from fresh and organic ingredients, resulting in an increased focus by pizzerias on using highquality goods. Pizza restaurants will continue to face competition from alternative retail outlets, such as grocery stores. Since Americans’ schedules are becoming busier, being able to pick up a made-to-order pizza while shopping for groceries is extremely convenient. As a result, pizza restaurants, especially those that offer delivery, will have to come up with ways to draw consumers back to their shops. The industry will be negatively affected by commodity prices. Through 2017, the price of milk and wheat is predicted to increase, causing operators’ ingredients costs to rise. Some restaurants will increase prices to help with the rise in expenses, and others will cope by changing some of their menu offerings. Large chains that are able to buy in bulk will better manage the rise in expenses. With revenue expanding, more restaurants will open up in the industry, at a rate of 3.1% per year. Employment numbers are projected to follow suit. In the five years to 2017, employment is predicted to increase an average of 2.3% per year, to 994,936 workers.
PMQ 2012 Reader Census Stat: A majority of respondents charge more than $2 for delivery. the long-time operators who answered our survey are utilizing Facebook, and 50% are even on trend by offering glutenfree pizza. Visit PMQ.com/census12 to view PMQ’s 2012 Pizza Industry Census.
Additional Revenue Opportunities In addition to taking advantage of trends and gleaning ideas from PMQ’s annual reader census, take a look around your own neighborhood and cities nearby to see what’s working in other restaurants. Don’t limit yourself to examining pizzerias; you could discover a fantastic salad idea at a Brazilian restaurant, a clever way to hand stretch mozzarella tableside at a high-end Italian trattoria, or be inspired to create a new dessert after a visit to a local donut shop. Be conscious of opportunities to raise awareness—and prices—on items that consumers are currently interested in as well. According to Mintel, drinks, breadsticks and salads are the most-ordered items after pizza and represent an easy opportunity to grow profits. Additionally, a Mintel survey revealed that half of respondents limit the amount of pizza they eat because they feel it has too many calories or too much fat. If you aren’t currently offering a thin-crust option, the addition of one might offer another revenue stream, as 38% of consumers surveyed said they prefer thin crust over pan-style (20%) or thick crust (19%). And, also on the topic of cutting calories, 40% of those surveyed by Mintel said they’d like to see more personal-size pizzas on the menu, helping to shave calories and provide a grab-and-go option.
Menu Labeling The industry continues to wait for the widespread menu labeling laws that were outlined in the Patient Protection and Affordable Care Act of 2010 to take effect. Meanwhile, though, big strides were made during 2012 in the fight against what many in the pizza industry see as an unfair law that would require all pizzerias with more than 20 locations to provide nutritional information that labels an entire pizza as one serving. The American Pizza Community (APC), a coalition of some of the nation’s largest pizza companies and suppliers, formed in January 2012, with one of its main goals being to advocate fair menu labeling practices. In July, the APC 30
PMQ Pizza Magazine – The Pizza Industry’s Business Monthly
endorsed the Common Sense Nutrition Labeling Bill, saying it would allow small-business pizzeria owners to comply with federal menu labeling requirements using innovative approaches that strengthen consumer education and reduce excessive regulatory costs. The bill, among other provisions, would amend the existing law as follows: •
Establishments that receive the majority of their orders from customers who order off-premise–such as those that offer a delivery service–would be allowed to provide calorie information on a remote-access menu instead of an expensive, and rarely seen, on-premise menu board.
•
PMQ’s 2013 Pizza Industry Enterprise (PIE) Award Winner: Little Caesars When choosing a winner for the PIE Award each year, we comb through the sales and unit growth of dozens of pizzerias while also considering all of the work that a company does with its community, charities and franchisees. We look for a company that can be an inspiration to our readers and one from which others can learn. Going above and beyond making the sale is what the PIE Award is all about. This year’s choice was an easy one. Beyond the fact that Little Caesars Pizza has been the fastest-growing chain for several years, PMQ has been observing the company—and its owners Michael and Marian Ilitch—closely as it continues to support millions in need, help veterans open their own businesses, and support local youth programs, all while providing a high-quality product at an economical price. President and CEO David Scrivano says that consumers respond to value and quality. “We were selling a large pizza for $6.25 in 1979, and now it’s $5,” Scrivano says. “Our price has gone down, and we are still using fresh dough made from scratch in the store every day, fresh-shredded real mozzarella with no starches or fillers, and fresh-packed sauce that’s not from concentrate.” It’s all possible, Scrivano says, thanks to great franchisees, well-oiled operating systems, and an in-house distribution service. This is just the tip of the iceberg as we start the conversation with Scrivano about a company that has been growing, both domestically and internationally, since 1959. Come back next month to read the full profile of Little Caesars, see photos of its Love Kitchen helping those in need after Hurricane Sandy, learn how the company’s amateur hockey league has sent more than 100 of its players on to the NHL, and hear firsthand from some of the company’s franchisees about their own experiences working with the brand.
32
PMQ Pizza Magazine – The Pizza Industry’s Business Monthly
•
•
Establishments would have the option to provide calorie labeling for pizza by the slice, as opposed to wholepizza labeling (the average consumer eats 2.1 slices). The bill allows for flexibility in providing calorie information for variable food items, such as pizzas, where a multitude of toppings, crusts and sauce create millions of ordering options. These options would include ranges, averages, individual component labeling of ingredients or labeling of standard menu offerings. The bill ensures that establishments acting in good faith are not penalized for inadvertent human error and other unavoidable variances in nutrient content disclosure.
Outside the United States Your priority should always be your store and immediate area, but taking a few minutes to look farther away—a lot farther away—can provide new insights and a broader perspective on the industry. We’ve watched over the past few years as the pizza industry has expanded rapidly in many foreign lands, and it’s easy to see the attraction. In a different country, you’re the new guy in a fairly new industry. It’s similar to opening a pizzeria in the States back in the 1970s—before the market became saturated and everyone was excited to discover what you had to offer. As some chains close units here at home, they just as quickly open new stores overseas. Pizza Hut has locations in more than 100 countries; Domino’s operates in more than 70; and Papa John’s has stores in 32. Some even have more international stores than United States-based units. Other U.S. chains that have expanded internationally include Little Caesars, California Pizza Kitchen, Chuck E. Cheese’s, Uno Chicago Grill and Sbarro, to name a few. Four nations—Brazil, Russia, India and China—stand out as emerging markets. They are being watched so closely that market research firm Technomic has gone so far as to create a quarterly newsletter focused solely on them called BRIC, which delivers information about new business developments in all four countries. A closer look reveals why these countries are hot growth centers for the pizza industry as well. Brazil While the pizza toppings in Brazil may not be what we’re used to here in the States (think fruit, corn, potato sticks, ketchup, mustard and mayo) and often come with little or no sauce, Brazilians are adopting some Italian pizza tendencies
due to immigrating Italians. One popular style in Brazil features a thin, crispy crust that’s topped with a slightly sweet sauce, shredded chicken and catupiry cheese (similar to cream cheese). U.S. chains have been a welcome addition to the Brazilian pizza landscape, helping consumers do away with ketchup and mustard packets. According to Technomic, Domino’s Pizza Brazil recently expanded into food courts, with its Domino’s Express concept offering pizza by the slice and potato snacks.
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Russia Pizza chains, including Pizza Hut and Sbarro, first appeared in Russia in the 1990s. Now you’ll find Papa John’s and Domino’s as well. The largest Russia-based franchise is IL Patio. Pizzerias in Russia often compete with Asian food restaurants and, to counteract this competition, will frequently offer Asian cuisine on their menus. Thick-crust pizzas tend to be more popular among Russians, but more pizzerias have been offering the thin crusts that many find in Europe. As one of the leading restaurant brands in Russia, Sbarro offers a menu of more than 500 items, including international favorites and items tailored to the market (such as fish soup, borscht and pulled-pork pasta), according to Technomic. China Because the Chinese diet does not traditionally include dairy, it can often be difficult for some pizza restaurants to enter the market without proper market research. Such was the case initially with Domino’s, according to Gretel Weiss, editor-in-chief and publisher of FoodService Europe & Middle East. The concept of delivery had not yet taken hold in the country when Domino’s first appeared, although it’s now gaining traction as McDonald’s and KFC have begun offering 24-hour delivery in some areas. Eating out is regarded as a sign of wealth in China, and consumers want to go somewhere for a sit-down experience. Weiss notes that Pizza Hut got around these issues by introducing pizza via casual dining restaurants and making its salad bar—rather than the pizza—the star menu item. PMQ China publisher and editor-in-chief Yvonne Liu says pizza has become more popular in China over the past few years. “Pizza Hut has developed more than 500 stores in China since its first appearance in 1989 and is still the
(800) 333-9133 www.amnow.com December 2012 • pmq.com
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15
Australasia: 12.1% Latin America: 11.8%
12
Middle East / Africa: 8.9% 9
6
Asia Pacific: 7.7%
World Pizza Growth
Eastern Europe: 6.5%
(compound annual growth rate) Period: 2006–2011 Source: Euromonitor International
Western Europe: 3.1%
3
North America: 1.1%
The chart at left illustrates the pizza industry’s compound annual growth rate from 2006 to 2011 in the U.S. and foreign markets.
0
top brand in terms of number of stores and sales,” says Liu. “International chains—such as Papa John’s from the United States, Mr. Pizza from South Korea, and the Pizza Company from Thailand—are also doing well and remain confident in the Chinese market.” Liu says that, in addition to the success of the international chains, local Chinese chains are also finding success. “Shanghai-based brand Babela’s Kitchen, with more than 150 stores nationwide, is ranked the No. 1 national brand, followed by Beijing-based Origus and Big Pizza, with more than 100 stores respectively,” Liu notes. “Also actively competing with the major players are regional brand Meiwen from Tianjin; Europa from Shenyang; City 1+1 from Changchun; Pizza Marzano and Melrose from Shanghai; Fizz from Shaoxing; and Pizza Bee.” As the pizza category expands and choices grow, Chinese customers are becoming more sophisticated—they’re not satisfied with just one brand or type of pizza. “Some independent pizzerias, with their signature pizzas, can be attractive to some customers,” Liu observes. “Still, the younger generation are the main customers; they can easily accept foreign food and like to try different things. Thus, the marketing is mainly targeted toward younger customers under 40.” India Although pizza isn’t a food you’d traditionally find in India, according to Weiss, bread, tomatoes and cheese are an integral part of the national diet. So, as with other international markets, pizzerias have tailored pies to fit local tastes, with one of the favorites in India being the Peppy Paneer pizza, which is topped with chunks of paneer (an unsalted cheese) and red, green and chili peppers. Since the population is also tech-savvy, Domino’s began offering online ordering to its Indian customers in late 2010 and has already seen more than 10% of sales coming in through the Web. Pizza Hut, excited about India being a major growth engine for Yum! Brands, last year separated its India business into a stand-alone segment, which it had done with only China in the past. Chairman and chief executive David C. Novak said the company was at the same stage of development in India as it was in China at a similar juncture in its life cycle. 34
PMQ Pizza Magazine – The Pizza Industry’s Business Monthly
China: 1,343,239,923 India: 1,205,073,612 United States: 313,847,465 Indonesia: 248,216,193 Brazil: 205,716,890 Pakistan: 190,291,129 Nigeria: 170,123,740
Country Population Ranking Looking at the chart above, you can imagine the growth potential in markets that have four times the population of the United States. The opportunities for expansion and test marketing are limitless as an ever-growing number of U.S.-based businesses introduce their businesses to a ready and excited audience.
Bangladesh: 161,083,804 Russia: 138,082,178 Japan: 127,368,088
Similarly, Domino’s currently owns 500 stores in India and has plans to reach 800 stores by 2016. You’ll also find Papa John’s, Little Caesars, California Pizza Kitchen and Sbarro earning a slice of the pie in India.
Summing Up All in all, our research suggests that the pizza industry fared well in the past year, and all indications point to another strong year ahead. Independent operators continue to thrive, holding their own against the big chains. Innovations abound throughout the industry, another positive sign for a healthy industry. Across the United States, pizzeria owners continue to adhere to cherished traditions of pizza making while embracing new ideas and technologies. And, best of all, the consumer’s love for pizza endures from generation to generation, ensuring that the world’s most popular food will remain popular for a very long time. Liz Barrett is PMQ’s editor at large.
Sweet Emotions
A satisfying dessert creates the perfect happy ending to every pizza experience.
TASTE IT PRESENTS
By Michelle McAnally
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PMQ P PM MQ M Q Pi Pizz Pizza zzza za Ma za M Magazine aga ggaz aazzine innnee – Th The he PPizza izz iz zzzza Indu IIndustry’s ndu dustr du sstttr try’s ryy’s y’’’ss B Bus Bu Business usine us nneesss M Mo Monthly onth onth nttthhly ly
The Italian Classics
TASTE IT PRESENTS
Classic Italian-style desserts, such as gelato and sorbetto, are hot trends in American pizzerias. Both make for costeffective menu items, with a six-month shelf life and, for some brands, a 300% markup. “Many people enjoy the fact that gelato is a healthier and ‘creamier’ version of ice cream,” says Carol Devine, vice president of marketing and communications for Taste It Presents in Kenilworth, New Jersey. “It has less air, which
TASTE IT PRESENTS
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he pie may be the centerpiece of the meal at a pizzeria, but the dessert is the grand finale, the perfect happy ending to an unforgettable dining experience. Finding the right selection of sellable sweets can be a challenge, but a strong dessert menu creates add-on opportunities that boost tips for the server as well as the business’ bottom line. “Desserts are something that pizzeria operators bang their heads against the wall about,” says restaurant consultant Gregg Rapp, owner of Menu Technologies in Palm Springs, California. “It’s often hard to sell desserts in a pizzeria because people aren’t thinking about dessert after a big pizza. It’s easier to sell a salad than a dessert in the pizza world.” But don’t get discouraged. According to Rapp, the key to engineering a great dessert menu is to carefully analyze your operation and ask some probing questions: What types of sweets will best complement your pizzas? What dessert options do customers expect from your type of store? Which is more cost-effective—housemade or packaged desserts? For upscale pizza restaurants, a variety of indulgent, housemade treats, such as tiramisu or cheesecake, may be in order. For family eateries, a selection of kids’ favorites—including cinnamon sticks or dessert pizzas—can be a hit. And for operations focused mostly on takeout or delivery, small impulse items— including cookies and brownies—will often be successful when attractively wrapped and prominently displayed (either sold at the register or presented in an artfully arranged basket at the customer’s door by delivery drivers).
“ Cannoli is a classic Italian comfort dessert that’s loved by customers of all ages, and it never goes out of style.
”
Carol Devine, Taste It Presents
makes it smooth and creamy, and half the fat content of traditional ice cream—5% to 8% versus ice cream’s 15%. This makes gelato lower in calories, offering customers a lighter, healthier treat that they can enjoy throughout the year.” Kelly Anne Kras from Stefano’s Gelato (stefanosgelato. com) in Lutz, Florida, concurs. “Gelato is the perfect dessert for any pizzeria,” she says. “Many pizzerias throughout the United States are experiencing incredible sales of gelato because it’s a healthier and lighter alternative to other desserts. Customers come in just for the gelato. When displayed properly, it has a beautiful presentation, and many people save room for it.” Cannoli, the scrumptious cream-filled pastry dessert from Sicily, is another staple on many pizzeria menus. “Cannoli is a classic Italian comfort dessert that’s loved by customers of all ages, and it never goes out of style,” Devine notes. “It’s an easy-to-eat finger food that provides the perfect ending to a slice of pizza or other Italian entrée.” Many high-end pizza restaurants sell their own housemade cannoli, but, according to Devine, the premade kind can be easily and affordably added to your menu without sacrificing flavor. “By maintaining the cream and shells separately, the operator can fill the shells whenever they are ordered, which not only gives cannoli a nice homemade touch, but makes it much fresher and avoids the potential for sogginess,” Devine says. “All you have to do is pipe and sprinkle with powdered sugar. It’s very simple.” December 2012 • pmq.com
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MOD PIZZA
Dustin Ross shows off MOD Pizza’s display of Hostess Ding Dongs, which are a big hit in keeping with the pizzeria’s hip, retro theme.
With eggs, sugar and heavily caffeinated espresso, tiramisu, one of Italy’s most popular sweets, literally means “pick-me-up” in Italian. “This smooth and delectable dessert is ideal for consumers looking for something lighttasting and elegant, yet not too sweet or too filling,” Devine says. Like cannoli, tiramisu can be prepared from scratch if your staff has the time and talent; otherwise, premade varieties abound and, with any luck, your guests won’t be able to tell the difference.
Sweet Profits MOD Pizza (modpizza.com), a hip Seattle-based chain with a 1960s theme, has been making waves on the dessert scene for years with its groovily nostalgic sweet treats, says principal owner Charlotte Wayne. “Our desserts are all about the things that we love—great milkshakes, the classic retro Ding Dong that we all remember as kids, and our homemade cinnamon knots. We sell a lot of desserts— some locations more than others—so they definitely add to our check totals.” Ding Dongs, a Hostess Brands confection, are an especially popular impulse item at Mod Pizza. “They sit at the till and get snatched up very often as last-minute addons,” Wayne says. “In some stores, our general managers will keep a supply in the freezer for those who are ‘in the 38
PMQ Pizza Magazine – The Pizza Industry’s Business Monthly
In addition to gelato, cannoli and tiramisu, many customers still crave traditional American-style desserts, such as a smooth, creamy strawberry milkshake.
know’ and request them. We also make Ding Dong towers for birthday celebrations in the store. The kids love them.” DeLucias Pizzeria (deluciaspizzeria.com), a family-style restaurant in Las Vegas, serves up several Italian-style favorites, including tiramisu, zeppole, cannoli and cheesecake, to profitable results. But DeLucias’ most popular offering, the CinnaPie, is more American than Italian and comes in regular, apple and cherry varieties. “We sell Cinna-Pies best when the dining room is full,” owner Candy DeLucia says. “All we have to do is cook one, and the smell will sell itself. But our best-sellers are the brownies. We leave a full basket on the counter and, right at the point of paying, customers will grab one and add it to the order.”
The U.S. Pizza Team Promoting the pizza industry through sportsmanship and camaraderie since 2000. Representing the United States in competitions across the country and around the globe, these Pizzathletes embody the values and skills that make this industry great.
The U.S. Pizza Team will be traveling to Parma, Italy April 15-17, 2013 to compete in the World Pizza Championships. They will be competing for the coveted Gold Cup in Team Freestyle Acrobatics. For more information on how you can join the U.S. Pizza Team in Italy to compete or how to become a sponsor contact Brian Hernandez at brian@pmq.com, or by phone at 662-234-5481 x129 or visit USPizzaTeam.com.
THANKS TO OUR U.S. PIZZA TEAM GOLD SPONSORS:
THANKS TO OUR U.S. PIZZA TEAM SILVER SPONSORS: THANKS TO OUR U.S. PIZZA TEAM BRONZE SPONSOR: Off The Wall Magnetics
Desserts also generate higher ticket sales at Double Dave’s Pizzaworks (doubledaves.com) in Austin, Texas. “We try to build products out of our core ingredients, so our dessert pizzas, strudels and cinnamon sticks are made using the different kinds of pizza crusts we already have,” says CEO Chuck Thorpe. “But what you do with them makes a world of difference.” Deep-dish crust, for example, becomes “Cinnamonstyxz,” while hand-tossed crust yields a tasty cherry or apple strudel. And cookie dough and melted chocolate chips transform a crispy thin crust into chocolate chip pizza, Double Dave’s most popular dessert.
DELUCIA’S PIZZERIA
Housemade vs. Premade
When head chef Frankie Ibarra from DeLucia’s Pizzeria bakes up a Cinna-pie, the wonderful aroma attracts customers’ attention and boosts sales.
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PMQ Pizza Magazine – The Pizza Industry’s Business Monthly
With their heavenly aromas and tempting presentations, housemade signature desserts can draw in customers as effectively as a fresh, piping-hot pizza. But making desserts from scratch every single day requires a lot of work. “A homemade dessert includes your labor, so think about that—if you are going to make a cake, how much is the labor?” says Rapp. “If you don’t sell that many desserts, it’s probably better to buy premade because it’s cheaper than making them, especially in a smaller pizzeria.” High-quality premade desserts offer the advantages of speed and convenience. “They are easy to store,” Devine points out. “You use only what you need and thaw them when you need them. But the well-made ones still offer fresh, homestyle taste and texture without the expense or labor of a pastry chef.”
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TASTE IT PRESENTS
Crowd-pleasing tiramisu is an Italian favorite and a perfect ending to a pizza or pasta meal.
Premade desserts—including tiramisu, mousse and some types of cakes—are often available in grab-and-go cup form for takeout and delivery. The convenience of to-go desserts creates a temptation that many sweet-toothed customers can’t resist—diets be darned, they’ll snag one when they pick up their order and vow to spend a little extra time in the gym the next day. And for operations that deal chiefly in delivery and takeout, Rapp suggests offering quarts of ice cream or other frozen treats that customers can dish out at home. “When you deliver a quart of ice cream, some people will call you because they want the ice cream, and then they’ll order a pizza to go along with it,” he says.
Lasting Impressions Boosting your dessert sales starts with suggestive selling. “The more you ask for the sale, the more easily you’re going to get it,” Rapp advises. Always ask the customer if he would like to add a dessert to his order and make sure to share with him your full list of dessert options. If you offer online ordering, your website should direct visitors to the dessert menu or make suggestions before they check out, and dessert specials should be promoted—in both text and photographs—via social media outlets such as Facebook, Twitter and Pinterest. “My employees are required to ask if a dessert is needed when taking a delivery order,” DeLucia says. “Pictures on our website help a lot, too.” 42
PMQ Pizza Magazine – The Pizza Industry’s Business Monthly
Placing your sweets in front of the store also helps with the upsell. A display case with a selection of desserts grabs a guest’s attention as soon as he steps into your restaurant. The more exposure your sweets get throughout the restaurant, in fact, the better your sales will be. “We have window clings featuring our desserts and promote them on the menu board,” Thorpe says. “We train our servers and those who answer the phones to upsell. Some stores focus on one item for a month or so and will promote that item heavily during that period. And, for our lunch buffet, all of our desserts are put out so that guests have a chance to try them. That way, when they come back for dinner later, they may order that dessert that they liked so much.” Indeed, a quick—and free—taste of a dessert such as gelato is worth a thousand words. “Have your servers give samples to customers and point out where the gelato case is located so they can explore other flavors,” Kras suggests. For help with creating displays for premade desserts, find out if your vendor offers point-of-sale materials, including appealing photography and flavor cards with mouthwatering descriptions. Meanwhile, to get a clue about a customer’s inclination to order desserts, servers can pay attention to the type of pizza that he orders, Rapp advises. “When people order a signature pizza, you have a better opportunity to sell a dessert,” he says. His research also shows that, when a family spends a lot of time deciding which toppings to order, they probably aren’t thinking about other items, such as desserts.
For those operators who are gearing up to launch a new dessert menu, Rapp recommends starting out with no more than five choices. “If you have more than five items in a category, people get overwhelmed, and they will default to what they know,” he says. “If you start with a few items and they are selling well, then consider expanding your dessert menu.” “The most important thing to remember,” Devine says, “is that dessert is the last impression a pizzeria will make on a customer. Make sure it’s a favorable one.” Michelle McAnally is PMQ’s food editor.
Dessert Suppliers Aromi D’Italia, 877-435-2869, aromiditalia.com Carpigiani, 800-648-4389, carpigianiusa.com Dolcefine, 443-703-4055, dolcefine.com Galaxy Desserts, 800-225-3523, galaxydesserts.com Gelato Classico, 925-602-5400, gelatoclassico.com Stefano’s Gelato, 888-316-1545, stefanosgelato.com Taste It Presents, 908-241-9191, tasteitpresents.com
Cheesecake can be customized with sauces and fruit to please any palate.
December 2012 • pmq.com
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PMQ Pizza Magazine – The Pizza Industry’s Business Monthly
GERM WARFARE Experts explain how to create a cleaner, more hygienic environment through strict controls and no-touch technologies. By Michelle McAnally
N
o one likes to think about it, but our everyday environment teems with germs. Most of them are harmless— according to the Mayo Clinic website, less than 1% cause disease, and some bacteria that live in your body are even good for you. But pizzerias provide havens for some types of bacteria and viruses that can give your customers an infection or send them to the hospital with food poisoning. And that can result in a temporary shutdown—and disastrous public relations—for a restaurant. Studies by the Centers for Disease Control (CDC) show that more than 50% of foodservice workers don’t follow safe hygiene practices. The most common transmission of stomach viruses and foodborne disease in restaurants can be attributed to unwashed hands. According to CDC statistics, one out of every six Americans will catch an illness from unclean hands each year. With those odds, restaurant managers must take the lead in monitoring and enforcing good hygiene practices. According to Mark Nealon, a former New York City health inspector and owner of the consulting company SAFE Restaurants, the biggest sources of germs in the pizzeria are poor hygiene, sick workers and cross-contamination between raw foods and ready-to-eat foods. “It can be easy to overlook good cleaning practices when the restaurant is at its busiest and the main concern becomes the orders rather than proper sanitary techniques,” Nealon says. “It falls on management to stress good cleaning practices at all times.”
Some common illnesses that can be transmitted in a restaurant include salmonellosis, listeriosis, staph, Norwalk virus, hepatitis A and shigellosis. Employees can infect others if they do not wash their hands effectively or if they prepare food when they have open sores. Workers who don’t appear to be sick can still transmit diseases, even weeks after they have been infected. Staff can also be exposed to germs by improperly cleaning restroom facilities or by touching dirty dishes and utensils. That’s why it is crucial that your employees wash their hands often, even if they haven’t used the restroom or come into contact with raw food. And common sense says that the manager should always send a sick employee home. “Good overall training is essential,” Nealon says. “It’s the responsibility of the management to provide enough conveniently located hand washing sinks and to ensure that the sinks are adequately provided with soap, hand drying devices and signs reminding workers to wash their hands frequently.”
A Culture of Food Safety Most employees would never intentionally spread their germs. “One barrier seems to be time, but, when digging deeper, the real problem appears to be time management and good organizational skills,” says Dr. Catherine Strohbehn, an extension specialist and professor at Iowa State University. “The person in charge needs first to establish a culture of food safety. This is done through infrastructure—communication of expectations—and December 2012 • pmq.com
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No-touch systems make cleaning restrooms and kitchens easier, safer and more effective than traditional mop and wipe methods.
Washing Up
• Soap Dispensers—Eliminate open-top soap dispensers; they can harbor microbes and be a source of contamination. Install a closed-bag system, preferably equipped with a device for counting the number of times it is used so management can monitor employees’ hand washing behaviors. • Paper Towels—As wet hands readily transfer pathogens to food, utensils and surfaces, install touch-free, single-use paper towel machines. Clean the dispenser parts frequently with a quality sanitizer. • Hand Sanitizers—Install hand sanitizing stations in kitchen areas where it is not practical to install a full hand wash station. Ensure that waitstaff has easy access to these stations at or near work areas. • Water Temperature—For proper sanitization, the ideal water temperature is 100°F and flows at two gallons per minute. A comfortable, yet sufficiently hot, temperature will help encourage frequency of washing, while strong flow is critical for effective washing. • Sinks and Faucets—If you currently have hand-operated taps or buttons, consider replacing them with automatic or hands-free appliances. Replace highly grooved taps with smooth surface taps for easy cleaning and sanitizing. If you have regular taps, ensure that surfaces are sanitized during each shift. Place a sanitizing spray bottle at each hand wash station. • Effective Communication—Employ oral and written messages consistently to motivate employees to use safe food handling behaviors. • Be a Role Model—Serve as an example to your employees and use safe practices yourself. • The Stick and the Carrot—Implement informal and formal disciplinary strategies for employees that don’t follow proper cleanliness procedures. Recognize and reward the ones that exhibit safe food handling behaviors.
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PMQ Pizza Magazine – The Pizza Industry’s Business Monthly
KAIVAC
The best cleaning technology and products in the world aren’t enough if management and employees fail to take advantage of them and use safe practices. The Handwashing for Life Institute (handwashingforlife.com), a global organization devoted to reducing infections caused by poor hand washing hygiene practices, and Iowa State University Extension Service offer the following tips for helping to keep your pizzeria germ-free: monitoring—are employees doing what they are supposed to be doing when they are supposed to be doing it? Tools and procedures must be worker-friendly.” According to Strohbehn, detergent, water and chemical sanitizers are generally effective against foodborne and disease-carrying germs. “We use the phrase ‘dedicated and designated tools’ for cleaning, which means the wiping cloths are earmarked for cleaning purposes only for food contact areas—no dual use in restrooms,” she says. “Although there are many new cleaning systems on the market each month, it comes down to basic cleaning and sanitation procedures,” notes Dr. Angela Shaw, an assistant professor of food safety at Iowa State University. “You must clean first to remove the dirt and fat before you can sanitize and kill the bacteria. There has to be some dedication to daily cleaning and sanitation to ensure that buildup of fat and dirt does not occur, and, if it has occurred, then you should schedule a night to just clean and scrub. Like my mother says, put some elbow grease into it. Management has to allow time for cleaning throughout the shift, and not just at the end of the day when everyone is tired and wants to go home.” An observational study by Strohbehn and her colleagues, published in the Journal of Food Protection in 2010, found restaurant staff may need to wash their hands an average of up to 28 times per hour, based on what food codes dictate as hand washing occasions. Unfortunately, Strohbehn says, establishments often don’t comply with these codes. “Managers should monitor supplies for hand washing, noting how much soap and disposable towels are being used,” recommends Strohbehn. “Managers should look at work assignments, too, in an effort to reconfigure task assignments to reduce the need to wash hands.”
The Clean Hands Doctrine Plain, common soap has been the hand washing “tool” of choice for at least 5,000 years. But some advanced technologies can help ensure better sanitation practices in the restaurant environment.
Strohbehn suggests taking advantage of equipment that encourages and monitors proper hand washing. “One tool is a digitized soap dispenser, which beeps when soap is dispensed, and then beeps twice after 20 seconds, the recommended period of time for proper hand washing. These dispensers also count how many times soap is dispensed.” Another innovation in hygiene monitoring systems allows managers to get real-time alerts and recorded data on employee hand washing. With some systems, employees wear ID tags that transmit a signal to the soap dispenser and room sensors. If an employee leaves the bathroom or designated zones without washing his hands, the tag emits a “chirp” as a reminder. And if the employee still doesn’t wash up, the manager on duty can instantly receive an email or text alert, and that event can be recorded. “Whatever combination of alerts you use, awareness of violations has an immediate effect on decreasing their number,” says Steve Russak, COO of CloudClean in Edgewater, New Jersey. “The curve crashes down to almost zero once people are reminded to wash and know they are being monitored.” Monitoring systems can be used throughout the pizzeria and can be set to any protocols established by the restaurant’s management. “You can create zones, similar to a hospital’s ‘wash-in’ or ‘wash-out’ zones,” Russak says. “In a ‘dirty’ zone, for example, where raw meat is processed, the system makes sure employees wash up before they leave the zone so that they aren’t cutting up chicken and then opening the freezer with dirty hands. If they
don’t use the wash station before they leave that zone, the system monitors and records that violation.” Common zones include the restroom, the break room, the back door and the raw food prep station. Using these advanced technologies, management can choose the types of alerts they prefer, and, for multiunit operators and chains, data can even be sent straight to the corporate office, where trends can be analyzed by store or by region. Systems with ID tags can also emit interval alerts as dictated by the pizzeria operator. “At each predetermined interval, a ‘chirp’ reminds every employee to wash, no matter what they have been doing, and any wash station will monitor that,” Russak says. “It records and captures the event if they miss that wash, just as if they’d left the bathroom without washing.” Monitoring systems offer a marketing advantage as well. Some restaurants promote their use of the technologies with signage in the restrooms. “We find that it’s a very powerful force to consumers,” Russak says. “They have a choice of one restaurant over another and, if they know you are going the extra mile to protect their health and welfare, it is good for business.”
Going Touch-Free Once hands get washed, they still need to be dried, and, ironically, that can lead to another opportunity for contamination. A 2011 study by the American Journal of Infection Control determined that certain bacteria, some with the potential to make people ill,
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could be found on unused paper towels. The study also showed that those bacteria could transfer to freshly washed hands. Fortunately, automated hand dryers minimize touch points in restrooms and hand wash stations. Manufacturers say hand dryers that utilize HEPA filters can remove 99.9% of bacteria from the air stream. According to Patrick Rathbun, strategic communications manager for Excel Dryer in East Longmeadow, Massachusetts, the new generation of automatic hand dryers can help reduce germs in both the bathroom and at hand washing stations. “Installation of high-speed, energy-efficient hand dryers eliminates the hygiene concerns associated with paper towels, such as empty paper towel dispensers, blocked toilets and bacteria-laden refuse on the floors and in waste receptacles,” says Rathbun. “This littering results in unnecessary waste for a custodian or maintenance person to clean up.” According to Rathbun, his research suggests that, when a restroom’s paper towel dispensers are empty, patrons are less likely to wash their hands, potentially spreading germs and bacteria to other areas of the restroom and then to the restaurant’s other customers and employees.
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EXCEL
High-powered hand dryers with HEPA filters eliminate restroom paper towel waste, which can transmit germs.
A dirty bathroom is not merely a germ factory—it’s a huge turnoff for your customers. According to a poll by the marketing research firm Harris Interactive, 88% of people surveyed think dirty facilities reflect poorly on the cleanliness of the entire restaurant, and 29% said they would not return to an establishment with a dirty lavatory. Fortunately, no-touch technology makes the distasteful chore of cleaning a restaurant bathroom easier and safer.
Cleaning Contacts Cintas, 866-320-2901, cintas.com CloudClean, 800-627-6368, cloudclean.com Ecolab, 800-321-3687, ecolab.com Excel Dryer, 800-255-9235, exceldryer.com Instant-Off, 800-972-8348, instant-off.com Kaivac, 800-287-1136, kaivac.com SAFE Restaurants, 516-679-6827, saferestaurants.com Swisher, 877-7SWISHER, swisherhygiene.com
Researchers at Ecolab in Saint Paul, Minnesota, analyzed more than 1,000 samples that showed touch-free cleaning caddy systems get restrooms 54% cleaner than the traditional “spray, wipe and mop” method. No-touch systems automatically dispense sanitizing cleaner in proper amounts, followed by a rinse-off and wet vacuuming; the process practically eliminates the need for employees to touch surfaces, according to Seth Raley, director of foodservice specialty and programs for Ecolab. “Disinfectant products are consistently applied to all surfaces in the restroom— versus with a spray bottle, which provides inconsistent coverage,” Raley says. “An onboard wet vacuum ensures germs are gathered and removed from the restroom, as opposed to mops and buckets, which simply spread germs around.” Research by Kaivac in Hamilton, Ohio, shows that spray-andvac machines can remove 60 times more bacteria than traditional methods. “Mops and wipers tend to spread contamination, while the spray-and-vac units remove it,” says Tom Morrison, Kaivac’s vice president of marketing. “The indoor pressure washer flushes soils out of grout lines and tight places that mops can’t reach. The operator then vacuums the floor dry, thoroughly removing soils, moisture and bio-pollution from surfaces, grout lines and crevices and leaving the floor virtually soil-free and dry.” The entire no-touch cleaning process is designed to be safer for employees and customers. Morrison adds, “Fewer contaminated touch or contact points means fewer places where hands and other objects can pick up germs and spread them around, causing illness or tainted food.” Morrison says a touchless system can also save the pizzeria money in the long run—if you factor in labor and reduced chemical use costs—since the power lies in the process, not in the chemicals. Of course, no one wants to think about germs while trying to focus on great food and customer service, but, as more customers fret over the issue of restaurant sanitation, managers need to worry about it, too. With the latest technologies, keeping nasty microbes in check is easier than ever, but management must also set rules for better germ control and enforce them every day. In this case, the old adage “an ounce of prevention is worth a pound of cure” couldn’t be more accurate. Michelle McAnally is PMQ’s food editor.
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Tools of the
Old School By Tracy Morin
So-called “old-school” marketing techniques—door hangers, direct mail and coupons—are still incredibly effective. Find out how to make them work for you.
W
ith all of the attention heaped upon newfangled marketing techniques, such as mobile marketing, text/email offers and social media, some may overlook what could be the most successful approach of all: the workhorse-like reliability of direct mail, coupons and door hangers. They tend to get an audience’s attention in a different (and, some would argue, a more meaningful) way than other methods, and they can help establish a customer base you might not have otherwise reached. But these “old-school” approaches are also rife with potential pitfalls. How do you target the correct audience? How do you make your pieces stand out to get customers in the door and keep them coming back? And how do you know your efforts are working? We spoke to various experts to find out how to utilize old-school techniques to obtain new customers.
Assessing the Benefits Some die-hard fans of smartphone or Web-based marketing may wonder how direct mail, coupons and door hangers still work in today’s fast-paced, high-tech world. But it’s precisely this technology-focused environment that makes old-school marketing pieces so effective, says Jay Siff, CEO of Moving Targets in Perkasie, Pennsylvania. “They work as well as or better than ever, because mailboxes have less stuff in them, so you’re not vying as much for attention,” Siff says. He points to brain studies in which scientists have noted that printed pieces emotionally engage subjects (of any age) differently than technology
mailers, door hangers and flyers. Individuals appreciate instant gratification, and marketing with QR codes provides a level of engagement that TV, radio and print can’t achieve on their own.”
The Right Moves Follow these steps to make sure your “old-school” marketing remains relevant and maximizes ROI: Target—and Tailor to—Your Audience. An every door direct mail (EDDM) campaign helps you saturate an area based on carrier route or purchase lists that fit a certain demographic. “You can directly target your most potentially profitable customers—we recommend staying within a four-mile radius of the restaurant—based on age, income, children in the household, gender, marital status, birthday, new movers and more,” says Jennifer Graham, client services coordinator for Triadex Card Mailers in Tampa, Florida. Birthday mailers for current customers are also effective. Graham notes that most restaurants have at least 1,000 birthday-celebrating people within four
miles of their locations each month—a perfect excuse to mail out a gift card or special offer. Rimlinger notes that new movers are particularly valuable contacts, so hit them with strong offers—such as half off, a free side dish with an entree, or a “buy one, get one free” deal—to encourage extensive sampling of your menu. Include the menu on your direct mail piece so customers can keep it for future orders. Lists can help you narrow down an audience, but think carefully about where your customers will come from. “For a pizza restaurant, some operators simply draw a radius around the restaurant and go from there, but, with today’s direct mail options, you can do so much more,” Rimlinger says. “What are your delivery boundaries? Where are your competitors? Are you in an area with a lot of families? By identifying whom you’re trying to reach, you can make sure you get a strong ROI.” If you’re not familiar with mailing demographics or simply don’t have the time to spare, Rimlinger suggests partnering with a local direct mail expert.
“Savvy business owners are combining print and digital media. We’ve seen a dramatic upswing in the number of companies incorporating QR codes into their layouts for postcard mailers, door hangers and flyers.”— David Handmaker, CEO, Next Day Flyers
POSTCARD MANIA
does. Direct mail also reaches people who don’t use the Internet or mobile devices. Joy Gendusa, founder and CEO of PostcardMania in Clearwater, Florida, notes that direct mail provides customers with a physical reminder to visit your pizzeria. “With emails or mobile marketing, you might hit delete right on the spot, or you might not be ready to tackle that message at the exact moment it comes through, and then you forget about it,” she explains. “These types of contacts are also intrusive, whereas with mail, people are mentally ready to go through it when they decide to.” With a population eager to save money—and often bombarded on their mobile devices and computers—direct mail helps differentiate your pizzeria by building trust without imposing upon the customer. “Direct mail and couponing continue to be one of consumers’ favorite ways to save money, and direct mail doesn’t require the consumer to do anything outside of his normal routine since he’s already getting the mail,” says Chris Rimlinger, senior vice president of marketing for Money Mailer in Garden Grove, California. Additionally, your old-school mailings can serve as a gateway to new-school resources. “A direct mail piece can influence and drive the initial visit to online and mobile marketing—a website, online ordering site, Facebook page, text message specials, loyalty program, etc.,” says Josh Davis, vice president of sales for Mail Shark in Mohnton, Pennsylvania. Operators can “incorporate targeted content onto the hard-copy direct mail pieces for a more integrated marketing approach, such as driving first-time users to your online ordering site with a promotional offer.” For one pizzeria, Davis found that a QR code, with instructions to scan the code to access a “secret coupon,” received 500 unique views over a 10-week period. In fact, new-school techniques, such as QR codes, are increasingly making their way onto “old-school” marketing pieces. “Savvy business owners are combining print and digital media,” says David Handmaker, CEO of Next Day Flyers, with locations in Los Angeles and Saddle Brook, New Jersey. “Over the past 12 months, we’ve seen a dramatic upswing in the number of companies incorporating QR codes into their layouts for postcard
Direct mail pieces provide customers with a physical reminder to visit your pizzeria and build trust with consumers without imposing on them. December 2012 • pmq.com
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RUSSO’S
OUR TOWN AMERICA
The offer itself is the most important component of a good direct mail piece.
Alternatively, Siff recommends partnering with noncompeting local businesses, such as a nearby mechanic, to send offers to each other’s mailing lists. Hone Your Pitch. To determine your best strategy, Davis says you should first ask yourself, “What do I want to accomplish?” He explains, “If you’ve just revamped your menu with exciting new items and/or new prices, a menu is a logical piece. If it’s football or baseball season, a magnet with the local team’s schedule is a very strong mailer. If you want to do something unique and exciting, try a scratch-off postcard.” Some experts say the special offer is the most important part of a direct mail piece. “All the recipient cares about is what’s in it for them,” Siff says. “The offer is king.” Just make sure you know—and properly cater to—your various audiences; college students, for example, will respond best to a different offer than a family of four. “You should make a stronger offer to acquire a new customer, which should be worth $1,000 to you over the life of the relationship, so you might give away a free pizza,” he says. “But you don’t need to do the same with current customers. Just make the offer easy to understand—for example, offer a free pizza worth up to $15 rather than a $15 gift certificate—and remember that 52
it’s better to make one strong offer than many weak offers.” And always include a call to action—tell people what to do. Graham lists the following must-haves for a successful direct mail piece: “Provide an attention-getting offer in real dollars; set the expiration date for a minimum of six to eight weeks after your order is projected to be received by your new customers; include mouthwatering pictures of your most popular menu items; and have a way to track your redemptions.” Michael D’agostino, co-owner of TakeoutPrinting.com in Newburgh, New York, agrees that keeping it simple and valuable will generate the best response. Avoid offers such as “$1 off” or “20% off,” he says; response rates improve when customers are given something free, such as a dessert or an appetizer with two entrees. “Day of the week” specials, such as Monday or Tuesday deals, generate sales on slow nights. Just put an expiration date or a disclaimer (i.e., “limited-time offer” or “may expire at any time”) on the piece to cover yourself, he says. Kamron Karington, CEO of Repeat Returns in Las Vegas, recommends offering bundles, such as free breadsticks or a two-liter soft drink with a pizza purchase. The customer will see a $5 to $6 addon for something that actually costs you much less. Karington also recommends making three offers on every EDDM
PMQ Pizza Magazine – The Pizza Industry’s Business Monthly
piece: low (such as a cheap pie), medium (a meal deal) and high (a two-pizza bundle). But avoid pitching everything (lunch, dinner and catering) all at once so your message doesn’t get jumbled. You might also drive customers to the Web by utilizing reviews of your business on your direct mail or door hangers, Gendusa says. “Put real ratings and reviews on the piece, so people can go online and read more. For independents, that promotes the quality of your pizza. People checking sites like Yelp, Urbanspoon or Google will see what others think of your pizza and what differentiates you.” Mind Your Design. Use a clear font, hire a professional photographer to shoot appealing food photos and leave enough white space to avoid straining the customer’s eyes with tiny print, D’agostino advises. “Photos are very important because, with direct mail, you have less than three seconds to get someone’s attention. The more appetizing the photos are, the more likely people are to order.” Karington advises using product shots with people in them to create an emotional connection with customers. “Show a shot of a happy family looking at your pizza,” he says. “That depicts the product in use and connects it to a family having a great time.” Providing a headline and image that back each other up—including an image of pizza—allows customers to glance at the piece and know exactly what type of business they’re looking at, Gendusa notes. Adds Rimlinger, “The right design can show readers at a glance if your restaurant features a family-friendly atmosphere or focuses more on things like sports or gourmet options.” Davis also recommends using strategically placed coupons while highlighting your best-selling, most unique or most profitable items. Pick Your Piece. What’s the best type of piece to send out—a letter, menu, postcard, flyer or brochure? It depends on your target audience and goals. Siff says new customers are best captured with a letter, while existing customers can be satisfied with a postcard (which are usually cheaper). Karrington agrees: “A letter connects on a different level; with a ‘Dear Neighbor’ letter, you can get a 10.5% response rate even without offers, whereas
postcards are immediately perceived as advertising. A letter done in a nonsales-y way is unique and gets customers in the door the first time. Once you have them as customers, then switch to postcards.” Price matters to operators, of course, but Davis says price shouldn’t be the only consideration; evaluate all of the different types of pieces, sizes and costs. “The more you print, the lower the print cost. Depending upon the piece and quantity, your cost will be anywhere between 25 cents and 41 cents each for designing, printing and full-service mailing,” he
explains. “However, looking only at the price per piece is a trap for many operators; if you don’t have a short-term strategy to deplete any quantity of pieces that you print and mail, it could be detrimental. When your profits are based on commodity-driven food costs and an ever-changing industry, having the flexibility to change your advertising is key.” Hence, Davis recommends printing only what you need to get you through the short term. Shared mail is another option for operators. As Rimlinger notes, you may lose
some control over the size of the piece, the paper used, and the mailing date, but the costs drop when you share the expenses with other advertisers. Nail the Frequency. Customers like a great deal, but they don’t want to be bombarded with too much information. “If discounting is your model, it might never be too much, but if you’re defined only by your offers, customers might not come unless they have a coupon,” Siff says. “Are you desensitizing customers? Is response dropping off?” He recommends mailing every three to four weeks to keep your pizzeria at “top-of-mind awareness” without overwhelming them. D’agostino advocates using EDDM and mailing to two or three carrier routes surrounding the pizzeria every four weeks. Consider attacking two routes on the first week of the month, then doing another two on the second week of the month. “Rotate the people getting each mailing, but ensure that at least once per month the customer gets your menu,” he says. “Don’t try just one carrier route, and change something on the piece for each printing—the cover, coloring, specials or pictures—so the customer tosses the old one, not the new one.” Karington agrees that owners should spread out their contact over a period of time to better ensure they reach customers when they’re ready to order pizza. “People don’t buy when you advertise; they buy when it’s right for them,” he says. “So if you mail to 10,000 people, mail to 2,500 of them every 10 days. Aim for less reach and more repetition.” The easiest tactic, he notes, is saturating an area in concentric circles, but look out for natural barriers (such as highways) that people avoid crossing; it can cause significant dropoffs in response. You’ll also want to target customers who haven’t visited in 30 or 60 days with a postcard reminder. Track Results. “Results” can mean different things and can be hard to directly quantify. Look at all of your areas of business to get a good handle on what’s working. “Response means nothing; sales mean everything,” D’agostino says. “Pizzeria owners know their weekly averages. Are sales up $2,000 in a weekend? Are you getting new customers on your email list? Did 32 new customers order?” December 2012 • pmq.com
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It’s in the Mail Best Choice Print & Marketing Experts, 800-783-0990, bcms.US Color Door Hanger, 818-253-5514, colordoorhanger.com Mail Shark, 888-457-4275, themailshark.com Melissa Data, 800-635-4772, melissadata.com Moving Targets, 800-926-2451, movingtargets.com Next Day Flyers, 800-251-9948, nextdayflyers.com Our Town America, 800-497-8360, ourtownamerica.com Pioneer Color, 877-473-3546, pioneercolor.com PostcardMania, 866-850-0942, postcardmania.com Repeat Returns, 888-794-6512, repeatreturns.com Takeout Printing, 877-257-7468, takeoutprinting.com Taradel, 888-210-8189, taradel.com/pizzamenus The Menu Express, 877-250-2819, themenuexpress.com Triadex Card Mailers, 877-874-2339, triadexcardmailers.com
Some experts quote a typical direct mail response at 1% to 2%, although strong mailings can have up to 40% redemption, Siff says. Ultimately, it comes down to return on investment. “What did it cost you (in food costs, not retail value)? What did it return?” asks Siff. “Who’s coming through the door, and what are they spending?” Also evaluate your original goals—were you looking to pep up a slow month, kick-start a holiday weekend, or attract new lifetime customers who will spend over the long term? Davis notes that many operators look solely at initial coupon redemption, but that might show only part of the ROI. “Counting coupons is, by itself, an ineffective way of analyzing direct mail ROI, but it’s an effective way of analyzing what people are and aren’t reacting to. And that’s crucial in being able to leverage what’s working and replace what isn’t,” he says. “I recommend looking at multiple factors, including coupon redemptions and sales, analyzing new guest traffic and calculating the lifetime value of that new customer.” Finally, once you’ve gotten that customer inside the pizzeria, you want to capture the information that will allow 54
you to spend less on future contact. “Direct mail is expensive unless you have a strategy on collecting information, such as email addresses,” Gendusa says. “Put a system in place where employees are trained to get the customers’ information.” Response rates fluctuate depending on how many pizzerias are in the area, she notes, and many factors (such as signage or parking) can sway someone to visit—or stay away. Karington agrees that failing to capture customer data leads to an endless cycle of potentially expensive direct mail. “The biggest mistake is to spend, acquire, lose and start over,” he says. “Many operators saturate the area and make more money, but then business trails off, and they repeat the cycle. Putting people in the database to communicate directly with them will raise profits over the long term.” To learn more about how pizzeria operators are using “old-school” marketing techniques to profitable effect— including three case studies—check out the expanded version of this article at www.PMQ.com. Tracy Morin is PMQ’s senior copy editor.
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Best in Show PMQ staff members review some of the coolest products at the 2012 Florida Restaurant & Lodging Show in Orlando. Restaurant and hotel operators flocked to the Florida Restaurant & Lodging Show, held September 22 to 24 at the Orange County Convention Center in Orlando, Florida. The three-day event featured live culinary demonstrations, seminars, workshops and the U.S. Pizza Team Trials, among other attractions. It also featured innovative products for the industry, and members of the PMQ staff weigh in on their favorites here. You can also visit PizzaTV.com for exclusive video coverage of the event.
My Picks:
Linda Green, co-publisher
Creative Water Concepts This company specializes in private-label bottled water, putting your pizzeria’s logo on the product. Water is so popular and so fashionable today; this product will definitely get your logo seen by potential customers throughout your community. It’s a great marketing tool that can both make money and enhance your pizzeria’s visibility.
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My Picks: Healthy Chillers
Clifton Moody, senior account executive
This is a healthy version of a slush drink, and the flavors are unbelievable. At the same time, it provides a healthy alternative to soda and other sugary beverages. It’s made with 100% fruit and vegetable juice, so it’s good for you, and it contains no sugar, no additives and no high-fructose corn syrup. I know a lot of families would feel more comfortable with their kids having access to healthier beverages in a pizzeria setting.
OrderPad Available for Android, this mobile tablet ordering system can be integrated into most current POS systems. The self-service tablet kiosk allows customers to place and pay for their orders at the table without having to deal with a cashier. Servers take the orders at the table, and the orders are sent directly to the kitchen for faster service. It lets you eliminate printed menus entirely, and it also can be used for delivery—it even comes with built-in GPS and on-site card swiping for delivery customers.
ABC Mobile Pay This mobile payment processing system lets customers pay at the table and processes credit and debit cards, gift and loyalty cards, and check and cash orders. I especially like this system because it’s PCI-compliant to prevent security breeches, which is so important. Any pizzeria that accepts credit or debit cards now has to be in compliance with PCI security standards, and ABC Mobile Pay makes that easy for you.
My Picks:
Tom Boyles, account executive
Ultra-Thin Pizza Shells & Flatbread This company offers a great premade crust that’s really thin and flaky. I’m usually not a big fan of par-baked crusts, but this one has a really good flavor to it. It’s also good for making flatbreads and appetizers.
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My Picks Fruit Fly Bar Pro
Tom Boyles, account representative
Having worked in restaurants myself, I know that fruit flies are a constant problem, especially in areas where onions are stored, around fountain drink dispensers or near beer taps and sink drains. You can’t get rid of them in the summertime. This odor-free fly strip is small and compact and can be hung anywhere—it looks like a hanging air freshener. And it works quickly—the company guarantees that it will eliminate your fruit flies within 24 hours.
Gardein This company specializes in vegetarian products, including veggie beef strips, chicken breasts and chicken strips. All of these products have a real meat-like texture. The chicken, for example, tasted very much like chicken. We know that customers sometime get tired of the same old veggie pizzas, so if you’re looking to expand your vegetarian offerings, this would allow you to add, say, vegetarian chicken Parms and vegetarian chicken salads to your menu and, of course, offer vegetarian chicken as a pizza topping.
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PMQ Pizza Magazine – The Pizza Industry’s Business Monthly
NO PARLOUR GAMES HERE! NAPICS ’13—IT’S ALL ABOUT THE BUSINESS OF PIZZA AND ICE CREAM February 17-18, 2013 Greater Columbus Convention Center Columbus, Ohio
Don’t just look, taste! Thousands of samples and expert advice on using them. Newest to market: See the latest food and equipment for 2013. Buy here, save money: Get show-only discounts.
NEW
PROGRAMMING FOR 2013!
KEYNOTE SPEECH: Darren Tristano, Technomic, Inc.,
Experienced Help: Our pizza experts and peer-to-peer operators answer your questions about everything pizza.
“State of the Pizza and Ice Cream Industries.” Expect this to be a fact-packed, eye-opening presentation about the national pizza and ice cream scenes by the authority on industry research.
Pizza Pizzazz battle: Prove your pie’s the best and grab your share of $15,000 in cash!
P I Z Z A P R O TA L K :
To view all programming and register for NAPICS ’13, visit napics.com or call 740-524-4123. Interested in exhibiting? Call Peter Stern at 800-909-7469 to reserve your space!
LEARN. EARN. SUCCEED. EVERYTHING YOU NEED. NAPICS ’13.
Follow us—Twitter.com/napics Connect with us—Facebook.com/napics
Michael Shepherd, owner Michael Angelo’s Pizza and Six Hundred Downtown Session 1: “Run a Business, Not a Kitchen!” Session 2: “The Experts … Maybe They’re Wrong” Bonus!
Two hands-on seminars: “A Guy and His Oven,” and “How to Hand-Toss Pizza”
V I S I T U S AT
napics.com
December 2012 • pmq.com
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Product Spotlight What’s On the Market KITCHEN BILLBOARDS
GLUTEN-FREE SWEETS Chef Anthony Russo’s gluten-free product line features gluten-free cannoli shells for the traditional Sicilian dessert that everyone loves. Crisp, light and cooked to perfection, the shells give you the opportunity to offer a great gluten-free dessert option. Russo’s also offers gluten-free ladyfingers for tiramisu, as well as gluten-free Italian bread and breadcrumbs. 631-775-8425, russosglutenfreegourmet.com
A magnetic mailer from Sunray Printing serves as a miniature billboard for your pizzeria in every customer’s kitchen. Sunray also offers a customizable, jumbo-size, 6”-by-22” -by-22” postcard that can be used to promote multiple products and specials over extended periods of time. The postcard can even be perforated, allowing the customer to tear off and redeem coupons. 320-2572612, sunrayprinting.com
IT’S A KEEPA! The long-lasting Pizza Keepa has a sealable lid and holds two to three slices of pizza. It’s washable, durable and easy to use. The high-quality “see-through” material is safe for food and provides easy viewing of the pizza slices. You can also advertise your establishment with your logo and phone number to add value to your product. Use Pizza Keepa for to-go orders or to thank your loyal customers. 941-426-9856, pizzakeepa.com
A PIZZA-FRIENDLY PHONE SYSTEM Finally, a phone system that pairs perfectly with pizza! Fidelity Communications, a leader in QSR phone systems for more than 25 years, offers the new, low-priced Synapse phone system with call queuing and message-on-hold features. Built to last, the system enables employees to clearly hear and communicate with callers. 800-683-5600, fidelitycom.com
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PMQ Pizza Magazine – The Pizza Industry’s Business Monthly
CATCH THE WAVE The Marsal & Sons WAVE Oven features a revolutionary WAVE design firebrick baking chamber that forces the heat from the 40,000BTU side burner back down on top of the cooking surface. The oven also features a viewing window to watch the flames that can bring the temperature to more than 900°. The ovens come in two sizes and can be ordered as singles or stacked on top of a MB series oven. 631-2266688, marsalsons.com
FROM NAPLES WITH LOVE Ciao Italian Peeled Tomatoes are produced in Naples, Italy, home of some of the finest tomatoes in the world. Ciao tomatoes contain 15% more solids than similar brands, which means less water and more tomatoes. Handpicked to assure maximum ripeness and sweetness, Ciao tomatoes are packed in a special can with white enamel to protect the fresh tomato flavor. Samples are available. 201-368-9197, orlandofoods.com
PMQ’S IDEA ZONE Our Town
Our Town Offers Warm Welcome to New Movers When someone moves into your town, that person’s belongings are usually packed away in boxes for a while, and he or she doesn’t have the energy or equipment to cook. This is the perfect time to entice that person into your pizzeria and create a loyal customer. Tired, hungry and unfamiliar with the area, new movers need you as much as you need them. Our Town America, one of the largest independent new-mover marketing companies in the United States, has a proven track record of affordably bringing new patrons to your door. Our Town President Michael Plummer Jr.’s father owned a pizzeria before he started the company 40 years ago. “He understood what families who move go through, and he knew that, if we did something to help them, it would go a long way in having them remember not only the gesture, but the great pizza,” Plummer says. “My goal is to carry on the family tradition with our great pizzeria sponsors.” Our Town doesn’t just provide a onetime service. The company starts by including a gift certificate from your pizzeria in a new resident package that’s delivered directly to the potential customer’s home. “We reach out to the niche new resident market with a goodwill gesture from our pizzerias to welcome them into the communities they serve. Once they redeem the
certificate, we track the results, then solidify and fortify customer retention with a follow-up piece to invite them in again,” Plummer says. “This creates the strongest first impression with an audience that is searching for a local restaurant, and it gives our pizzeria sponsors the best chance of capturing new movers before their competitors can do so.” Our Town guarantees exclusivity in your market, giving you an instant leg up on your competitors. “Our client will be the only pizzeria in the ZIP codes he or she chooses, locking out all competing brands in the same market,” says Marilyn Imparato, the company’s director of sales and marketing. “If a pizzeria implements the plan we recommend, they will see response rates ranging from a conservative 10% to more than 30%, month over month, year after year, consistently. Pizzerias have been Our Town’s No. 1 category since our inception.” For more information on Our Town America, contact Imparato at 727-345-0811, ext. 226, or email her at mimparato@ ourtownamerica.com. Visit the company online at ourtown america.com and on Facebook.
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Try the BEST PIZZA LINER in the World. Your Pizza is Worth it! s !LLOWS 9OU TO (ANDLE 0IZZA WITH %ASE s %LIMINATES 'REASE AND -OISTURE s %NSURES A #RISPER #RUST %VERY 4IME s +EEPS 0IZZA $EGREES (OTTER
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s 0ERFECT#RUST COM December November 2012 • pmq.com
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Advertiser Index
December 2012
Display Advertiser
Phone
Website
Page
AM Manufacturing.............................................. 708-841-0959 ........................................... ammfg.com ...................................... 29 American Metalcraft .......................................... 800-333-9133 .............................................amnow.com ...................................... 33 Bacio Cheese...................................................... 855-222-4685 ....................................... baciocheese.com ................................... 35 Bellissimo.......................................................... 800-813-2974 ..................................... bellissimofoods.com ................................ 19 Burke ............................................................... 800-654-1152 ......................................... burkecorp.com ............................. Cover 3 Color Door Hanger Printing................................ 626-376-1216 .................................... colordoorhanger.com ................................ 65 CHD Expert.......................................................... 888-243-0154 ...................................................................................................... 42 CrustSaver.......................................................... 877-437-4743 ......................................... crustsaver.net ..................................... 64 DoughMate..........................................................800-501-2458 ....................................... doughmate.com ................................... 64 Dura-a-flex.......................................................... 860-528-9838 ......................................... dur-a-flex.com .................................... 55 EZ Dine .............................................................. 877-853-1263 ........................................... ezdinepos.com ................................... 62 Fontanini........................................................... 708-485-4800 ......................................... fontanini.com .................................... 23 Grande Cheese................................................... 800-8-GRANDE ..................................... grandecheese.com ................................... 3 HTH................................................................... 800-321-1850 .......................................... hthsigns.com ...................................... 66 iFranchise............................................................ 708-957-2300 ..................................... ifranchisegroup.com ................................ 43 Instant Off ......................................................... 800-972-8348 ......................................... instant-off.com .................................... 65 La Nova.............................................................. 716-881-3355 ........................................... lanova.com ............................... Cover 4 Le 5 Stagioni...................................................... 800-780-2280 ............................................ le5stagioni.it...................................... 31 Lillsun ............................................................... 260-356-6514............................................... lillsun.com .......................................54 Liguria............................................................... 800-765-1452 ........................................ liguriafood.com ................................... 49 MF&B Restaurant Systems.................................. 888-480-EDGE ........................................ edgeovens.com .................................... 47 Marsal & Sons..................................................... 631-226-6688 ........................................ marsalsons.com ................................... 53 Meridian Star POS............................................... 855-853-6485 ......................... meridianstarmerchantservices.com ..................... 27 Microworks........................................................ 800-787-2068 ........................................ microworks.com ................................... 11 Middleby Marshall.............................................. 877-34-OVENS ......................................... wowoven.com ...................................... 7 Moving Targets.................................................. 800-926-2451 ..................................... movingtargets.com ................................ 41 Napics ............................................................... 740-524-4123 ............................................ napics.com ....................................... 59 NY Pizza Water......................................................717-801-8967 .................................. newyorkpizzawater.com.............................. 66 One Two 3 Print it ............................................... 888-800-4455 .......................................... 123printit.com .................................... 67 Our Town America................................................ 800-497-8360 ................................... ourtownamerica.com ............................... 61 PDQ Signature Systems....................................... 877-968-6430 ........................................... pdqpos.com ...................................... 17 Perfect Crust...................................................... 800-783-5343 ....................................... perfectcrust.com ................................... 63 Petra Molino Quaglia Flour................................. 631-804-1879 .....................farinapetra.it/Benvenuto/Eng_Petra.html ................ 63 Pendleton Flour Mills......................................... 800-545-5640 .......................................... pfmills.com ................................ Cover 2 Postcard Mania ............................................... 800-628-1804 ..................................... postcardmania.com ................................. 40 Prox Print........................................................... 888-310-7769 ......................................... proxprint.com ..................................... 63 Somerset Industries............................................. 978-667-3355 ........................................... smrset.com ....................................... 48 Stanislaus........................................................... 800-327-7201 ......................................... stanislaus.com ...................................4, 5 Taste It Presents............................................... 908-241-9191 ..................................... tasteitpresents.com ................................. 67 The Menu Express............................................... 877-250-2819 .................................... themenuexpress.com ................................ 72 Triadex Card Mailers............................................. 877-874-2339 .................................. triadexcardmailers.com .............................. 48 Univex............................................................... 800-258-6358 ........................................ univexcorp.com ................................... 66 XLT Ovens .......................................................... 888-443-2751 .......................................... xltovens.com ...................................... 13 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 Pizza Magazine – The Pizza Industry’s Business Monthly
Industry Resource Guide Grab a direct weblink to every advertiser in this guide at PMQ.com
ADVERTISING
APPAREL
BAGS COMPUTER SYSTEMS: POINT OF SALE
BAKING SCHOOLS AMERICAN INSTITUTE OF BAKING .............................................Manhattan, KS 785-537-4750 ....................................................................Fax: 785-537-1493
CHEESE
Simplify technology with a single source solution! s 0OINT OF 3ALE 3YSTEMS
Foremost Farms USA: Your source for award-winning, soft, all-natural Italian cheeses. Crafted by Wisconsin Master Cheese Makers® www.foremostfarms.com ...................................................... (608) 355-8700
s /NLINE 3MARTPHONE /RDERING s !UTOMATED #USTOMER ,OYALTY s 3ELF 3ERVE +IOSK /RDERING
CALL TODAY!
800.750.3947 www.granburyrs.com
s %NTERPRISE -ANAGEMENT
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PMQ Industry Resource Guide COMPUTER SYSTEMS: POINT OF SALE, CONT.
COMPUTER SYSTEMS: POINT OF SALE, CONT.
CONSULTING
CRUSTS 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 MOUNTAIN HARVEST PIZZA CRUST CO.......................................... Billings, MT Contact: Eric LeCaptain ........... 800-342-6205.................... Fax: 406-248-7336 Sheeted Dough, Prebake Crusts, Dough Balls, Freezer to Oven, Self-Rising Crusts in Standard, Wheat and Nine Grain. ...eric@mountainharvestpizza.com
CUTTING BOARDS - EQUAL SLICE
DOUGH
FREE POS SYSTEM Meridian Star offers a free POS system with no gimmicks. Included in a low-cost processing account, merchants can enjoy an all-in-one touch screen, a thermal printer, a kitchen printer, an electronic cash drawer and PC America restaurant management software, all at no cost.
As Seen in Product Spotlight!
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PMQ Industry Resource Guide DOUGH, CONT.
DOUGH DIVIDERS/ROUNDERS
DOUGH PRESSES, ROLLERS, CONT.
DOUGH TRAYS/PROOFING TRAYS s Dough Trays – extremely durable and airtight! Outlasts All Other Dough Trays s Dough Tray Covers – designed to fit! s Plastic Dough Knives – two ergonomic designs! s Dough Tray Dollies – heavy duty! Excellence in Customer service since 1955! The preferred dough tray of the largest pizza companies in the world. Buy direct from the manufacturer with over 25 years manufacturing in dough trays.
Call 800-501-2458 ........... www.doughmate.com ......... fax: 908-276-9483
When Dough Matters! Eliminate racks, lids and tins with our stackable, airtight and cost effective Dough Trays. 1-502-969-2305 www.DoughTrays.com COST EFFECTIVE
STACKABLE
AIRTIGHT
DURABLE
ORDER DIRECT
4601 COMMERCE CROSSINGS DR., STE 300, LOUISVILLE, KY 40229 | p: 502-969-2305 | f: 502-810-0907
WWW.DOUGHTRAYS.COM
FLOUR, GLUTEN-FREE 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
DOUGH PRESSES, ROLLERS
DAKOTA PRAIRIE is a dedicated manufaturer of Gluten-Free flours, 37 pre-mixes, custom-mixes and many packaging options. By far the best grinds and the highest standard of purity ............. dakota-prairie.com............ ............701-324-4330
FLOUR
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PMQ Industry Resource Guide FRANCHISE
FLOUR, CONT.
Should You Franchise Your Restaurant? Call today to receive your free DVD on “How to Franchise Your Business� and learn about one of the most dynamic methods of expanding your business in today’s marketplace.
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FRANCHISE CONSULTANTS
GELATO
True Artisan Gelato
(888) 316-1545 www.stefanosgelato.com
GLUTEN-FREE PRODUCTS FOOD DISTRIBUTORS
HYGIENE INSTANT OFF ........ Reduce water usage by 65% and prevent contamination 800-972-8348...................................................................www.instant-off.com
INSURANCE 1051 Amboy Avenue, Perth Amboy NJ
800-997-0887 or 732-346-0600 Fax:732-346-0882
Serving NY, NJ, PA, DE, CT
www.vesuviofoods.com
FOOD COSTING PIZZAPRO .................................. Low cost pizza delivery insurance program Contact Julie Evans (717) 214-7616 ....................... www.pizzapro.amwins.com
MACHINERY/OVENS/EQUIPMENT
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PMQ Industry Resource Guide MACHINERY/OVENS/EQUIPMENT, CONT.
MACHINERY/OVENS/EQUIPMENT, CONT.
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PMQ Industry Resource Guide MAGNETS
MARKETING IDEAS CONT.
MAILING SERVICES
MARKETING, MOBILE
Eighty-Six Slow Sales
MANAGEMENT
Mobilize your best customers with a free mobile website and low-cost texting.
...mobilize & connect
ruxter.com 800.763.1953
KEEP MORE OF YOUR HARD EARNED DOUGH! 3 MONEY SAVING PROGRAMS:
MEAT TOPPINGS
SCHEDULING • ATTENDANCE • DAILY LOG
FAST, PAINLESS SCHEDULING • MONITOR LABOR COSTS • REDUCE TURNOVER • NOTIFY EMPLOYEES • ELIMINATE BUDDY PUNCHING • IMPROVE COMMUNICATIONS • WEB-BASED
SAVE TIME AND INCREASE PROFITS!
WWW.TIMEFORGE.COM 866.684.7191
MARKETING IDEAS LOCALGIFTCARDS.COM..........888-494-9760.....Your pizzas are mobile – why not try mobile gift cards? Sell e-gift cards and m-gift cards on your website. No upfront costs. Simple set up. Visit LocalGiftCards.com to get started. BURKE CORPORATION...................................................www.BurkeCorp.com Italian, Mexican-Style and Specialty Fully Cooked Meats Contact: Liz Hertz.............sales_info@burkecorp.com.............800-654-1152 SUGAR CREEK PACKING CO., Private Label Precooked Meat Topping Specialists www.sugarcreek.com800-848-8205...............................sales@sugarcreek.com
MENUBOARDS
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PMQ Industry Resource Guide MIXERS
USED HOBART 60 QT. MIXER FOR SALE AT US $4980.00 PLUS SHIPPING. Call Lynn at 214-552-3218........................................ or e-mail tbfm@tbfm.com
OLIVES, CONT.
ON HOLD MARKETING
MOBILE CATERING TRUCKS/UNITS
ONLINE ORDERING
MOISTURE ABSORBENT TOPPINGS CONDITIONER 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 BOXES
PIZZA BOX LINERS
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PMQ Industry Resource Guide PIZZA DELIVERY THERMAL BAGS
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PMQ Industry Resource Guide PIZZA DELIVERY THERMAL BAGS, CONT.
ELECTRIC HOTBAG
DELIVER GUARANTEED OVEN PIZZA
Keep Your Pizza HOT & DRY 5 Pie & 10 Pie Bags
Electric Pizza Delivery Bags ‡ ZZZ 5HGL+HDW FRP Call or Order Online
• Heats and stays at 160-175° • Dry electric heat = no moisture • Removable heating elements • Made of rugged 1000 Denier nylon • Easily cleaned
PIZZA OVENS • Buy one bag or make a system
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
• Wired with AC power • Heats all bags simultaneously • Quick release connectors, no hassle
800-927-6787
Made in the USA
www.HOTBAG.com
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 December 2012 • pmq.com
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PMQ Industry Resource Guide PIZZA OVENS, CONT.
PIZZA OVENS, CONT.
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 WOOD STONE CORPORATION..............Stone Hearth & Specialty Commercial Cooking Equipment.....1801 W. Bakerview Rd....Bellingham, WA 98226..... TOLL Free 800-988-8103.....Fax: 360-650-1166......woodstone-corp.com
i feel preƩy.
oh, so preƩy!
PIZZA PANS
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.
AMERICAN MADE
Pizza Screens ÷ The Ultimate in Bake Disks Pizza Pans... Round, Square, & Rectangular Sauce/Cheese Rings ÷ Pan Covers Pizza Cutters/Knives
P.A. PRODUCTS, Inc. BAKEWARE SPECIALISTS
Seƫng the new standard. visit us online at www.marsalsons.com
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(631) 226-6688 FAX (631) 226-6890
& sons, inc. Pizza Ovens and Equipment
PMQ Pizza Magazine – The Pizza Industry’s Business Monthly
33709 Schoolcraft s Livonia, Michigan 48150 (734) 421-1060 s FAX: (734) 421-1208 www.paprod.com
PMQ Industry Resource Guide PIZZA PEELS
PIZZA SUPPLIES
AMERICAN MADE
Pizza Screens ÷ The Ultimate in Bake Disks Pizza Pans... Round, Square, & Rectangular Sauce/Cheese Rings ÷ Pan Covers Pizza Cutters/Knives
P.A. PRODUCTS, Inc. BAKEWARE SPECIALISTS
33709 Schoolcraft s Livonia, Michigan 48150 (734) 421-1060 s FAX: (734) 421-1208 www.paprod.com
PIZZA SUPPLIES
PRINTING BEST CHOICE PRINT & MARKETING EXPERTS ...................... For over 25 Years Best Prices & Quality: ..........................Menus, Flyers, Door hangers, Post Cards Print & Mail, Menus or Postcards .............................. Includes postage 27.5 ea WWW.bcms.US ............................................................. or call 800-783-0990
PLASTIC DOUGH CONTAINERS Non Stick • Easy to Clean • FDA Approved Plastic Heavy Weight • Last 10X longer than metal! Replace your dented ones TODAY ! Manufacturers’ Direct Pricing Free Sample Available - $15 del/hand REBATED on first order. email us at: SunsetPlastics@aol.com
Call Vito:
718-200-1013 or Call Sid
516-546-7744
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PMQ Industry Resource Guide PRINTING CONT.
SPECIALTY FOODS CASTELLA IMPORTS, INC. ............................................... www.castella.com 60 Davids Drive, Hauppauge, NY 11788 ....................................... 866-Castella
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, SC 29707 Contact: Dominic Damore 800-843-1968 .................................................................info@mcclancy.com
REFRIGERATION STICKY NOTES
SAUCE ARMANINO FOODS ..............................................................Fine Italian Sauces 30588 San Antonio Street, Haywood, CA ..................................... 866-553-5611 Email: customerservice@armaninofoods.com ......... www.armaninofoods.com
TAKE AND BAKE TRAYS
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
TOMATO PRODUCTS
SECURITY
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PMQ Industry Resource Guide TOMATO PRODUCTS CONT.
WINGS
VENTILATION
Finding the perfect employeefor the perfect jobjust got easy! PMQ, your source for all things pizza, has partnered with JobTarget, an industry leader in job board development and management, to create a new online career center.
Employer BeneďŹ ts
Job Category Examples
t 1J[[B JOEVTUSZ TQFDJmD DBOEJEBUFT t %JTUSJDU .BOBHFS t " MBSHF OVNCFS PG IJHIMZ TLJMMFE KPC TFFLFST t (FOFSBM .BOBHFS t 4QFDJBM JOUSPEVDUPSZ SBUF t "TTJTUBOU .BOBHFS t 1J[[B .BLFS Job Seeker BeneďŹ ts t %SJWFS t 1J[[B JOEVTUSZ TQFDJmD FNQMPZFST t "OPOZNPVT SFTVNĂ? QPTUJOH Visit the site today t /P DIBSHF UP BQQMZ GPS PQFO QPTJUJPOT to search or post jobs! t 1FSTPOBM KPC BMFSUT
+PC5BSHFU 888-575-9675
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(
time capsule
)
Sal and Carmine With a stripped-down menu and plenty of personality, this Upper West Side pizzeria has been serving up slices and ices for more than 50 years. After immigrating to the United States from Italy in 1957, Sal Malanga worked 22 hours a day to save up for a pizza shop, and in the summer of 1959, that dream became reality when he opened Sal & Carmine (salandcarmine.com) at 95th and Broadway in New York. He handled the dough, and his younger brother, Carmine, ran the counter. They sold nothing but pizza and Italian ices, and there was no advertisement and no delivery—just a work ethic that found Sal in the pizzeria seven days a week from 11 a.m. to 3 a.m. mak akSal, who passed away three years ago, has been called a “legendary pie maker” and “the Dom DeMarco of Manhattan.” But for the family, his devotion was just normal. “My grandfather never took a day off. He was a funny guy, and everybody liked him; everywhere we went, people knew him,” recalls Luciano Gaudiosi, current owner and grandson of Sal. “It was a great time when we were all here—even though my grandfather and uncle used to always fight. There are still marks on the wall from when it got hit with the roller. People would say, ‘We’re just here for the show.’” Luciano remembers fondly some of Sal’s favorite phrases. Sal ran a tight ship—phone use or even sitting down were verboten for the staff—and told employees, “Just stand and wait for the people.” If a customer complained, he might tell them, “Go home and make your own pizza!” He did everything himself daily, from prep to finished product, saying, “A pizza man isn’t the guy outside; a pizza man is the guy inside, making the dough.” In 1987, the business moved to its current location, several blocks uptown at Broadway and 102nd, where it has remained ever since. Carmine still comes in to run the counter with Luciano’s brother, George Adamopoulos, but Luciano follows in his grandfather’s footsteps by doing everything himself (after much reluctance, Sal showed Luciano how to make the pizza in the years before he passed). “I see myself as my grandfather; everything passes between my hands. It feels good to carry on and do what it takes to keep it going,” says Luciano, a college-educated engineer who used to work for Delta Airlines and, at 25 years old, had no choice but to take over the pizzeria when Sal died. “I knew I’d always stay here; we made a decision to keep Sal’s hard work going. I stayed because I like making people happy. People come here and feel good.” –Tracy Morin
(Top to bottom) Carmine, Sal and Luciano share a laugh at the pizzeria; Carmine and Sal run the business in the ’80s; Sal and his father, Guiseppe, pose in front of the pizzeria in 1964.
Has your pizzeria been in business for 50 or more years? If so, contact us at tracy@pmq.com. 82
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