PMQ Pizza Magazine September 2013 by PMQ Pizza Magazine

September 2013 | www.pmq.com

Planet

of the

Apps

Page

If you're not mobile, you're standing still.

Online Ordering | Pg 36 The Spin Brothers | Pg 46 Standout Sausage | Pg 52

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DEPARTMENT online at pmq.com

PMQ Blogs Recent Videos (pmq.com/video)

ThePizzaInsider.PMQ.com Liz Barrett, PMQ’s editor at large, brings you the inside scoop on the industry’s latest trends, marketing and technology. Recently at The Pizza Insider: Liz reveals five common Twitter mistakes; the secret to happy employees; and 15-second marketing.

Pizza TV: The Italian Challenge It was the opportunity of a lifetime: an all-expense-paid trip to Italy and a chance to compete with the world’s greatest pizza makers and “pizzathletes” in front of a global audience. Check out pmq.com/video and join members of the U.S. Pizza Team as they experience the thrills and challenges of the World Pizza Championships in Parma, Italy.

PizzaWithoutBorders.PMQ.com From PMQ’s headquarters in Paris, Missy Green, PMQ’s international correspondent, reports on pizza events, trends and curiosities from around the world. Recently at Pizza Without Borders: Missy explores bizarre marketing tactics in Japan; youth loyalty programs; and halal pizza.

This Week in Pizza Catch up on the latest pizza industry news every Wednesday with Pizza TV’s weekly online broadcast, This Week in Pizza, with our own resident celebrity Daniel Lee Perea.

Top Social Media Posts Highlights of some of the best social media posts we’ve seen recently: Mellow Mushroom Chattanooga: Feast your eyes on the Chattanooga Autism Center Pizza. This large double cheese and double pepperoni pizza is just $20, and 25% of those proceeds directly benefit CAC and families affected by autism. (64 likes, 56 shares, 2 comments) Home Run Inn Pizza: Fill in the blanks, HRI fans: This weekend I have plans to ___________ with _________ while enjoying an HRI pizza topped with ________. (1,178 likes, 59 shares, 68 comments)

This Week in Pizza (pmq.com/thisweekinpizza) PMQ’s weekly e-newsletter brings breaking industry news to your inbox every Wednesday. Receive it free by visiting pmq.com/subscribe.

@wedgepizza: Pepperoni Quiche or Artichoke Quiche? Hmmmm... To be healthy or to live large? Tough choice for a Monday.

Think Tank

INTERACT WITH THE INDUSTRY DAILY ON FACEBOOK, TWITTER, Pinterest and PMQ’s THINK TANK FORUM PMQ Pizza Magazine 6

PMQ Pizza Magazine

@PMQpizzamag

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CONTENTS September 2013

| Septembe r 2013 | Volume 17, Issue

Planet of the Apps

The Pizza Industry’s Business Monthly | PMQ.

A 2013 study shows that nearly 70% of mobile device owners use them to order food, and pizza’s their online meal of choice. PMQ talks to the experts about how going mobile means higher sales—and how to create your own moneymaking restaurant app. By Tracy Morin Photo Illustration by Eric Summers

SEPTEM BER 2013

26 Planet of the Apps

| WWW.PM Q.COM

PMQ PIZZA MAGAZINE

On the cover

Planet

of the

APPS

If you're not

mobile, you're

Page

standing still.

features

36 The Online Operator Online ordering puts the customer in the driver’s seat. If you want to stay ahead of your competition, you’d better go along for the ride. By Liz Barrett

Online Ordering Showcase Still unsure about online ordering? These products from the industry’s top vendors are making it easier than ever to get into the game.

The Spin Brothers Michael and Nicholas Testa, a pair of pint-sized dough spinning prodigies from Jersey City, New Jersey, have helped put their dad’s pizzeria on the global map. By Rick Hynum

Standout Sausage Whether it’s housemade or purchased from a supplier, a high-quality signature sausage can attract new customers, earn media attention and even garner local and national awards. By Tracy Morin

Viva Elvito! Famed for his award-winning dough-sculpted tributes to the king of rock-and-roll, Vittorino Tessaro is the pizza making Elvis of the Italian Alps. By Alice Tessaro

PMQ Pizza Magazine

The Pizza Industry’s Business Monthly

ONLINE ORDER ING | Pg 36 THE SPIN BROTHE RS STANDO UT SAUSAG | Pg 46 E | Pg 52

CONTENTS September 2013

36 The Online Operator

52 Standout Sausage

departments 18

Zeak’s Tweaks: Making the Most of Mozzarella Jeff Zeak describes the best methods to store mozzarella cheese and keep it fresh and flavorful.

20 New York’s Finest: Pasta Fagioli Serve up some nutritious and delicious comfort food, Chef Bruno-style, with this traditional Italian soup.

22 Accounting for Your Money: Generating Accurate Daily Sales Reports Mike Rasmussen explains how to safeguard and monitor the crucial sales data generated by your POS system.

24 Marketing Maven: Leveraging Social Media—Part 1 Linda Duke answers some common questions about integrating social media into your marketing plan.

34 Pizza of the Month: Chicken From ethnic variations to tropical barbecue, chicken is one of the most versatile and nutritious meats in the pizza maker’s kitchen.

90 Time Capsule: DeLucia’s Brick Oven Pizza This horse-and-buggy operation from the turn of the 20th century evolved into a compact pizza powerhouse with its own line of frozen pies in supermarkets.

Check out our digital and tablet editions for exclusive bonus content. Learn more about how mobile apps are revolutionizing pizzeria marketing, and enjoy bonus video content of the pint-sized pizzathletes, Michael and Nicholas Testa, and Elvito’s bread-sculpted Cadillac. Visit PMQ.com to read the digital edition or download our tablet app at iTunes, Google Play and Amazon.com.

Click here to view The Extra Slice video 10 PMQ Pizza Magazine The Pizza Industry’s Business Monthly

Coming Next Month Pizza of the Month: BLT Dough: Some of the industry’s top chefs offer five tips for a more flavorful, customer-pleasing crust. Gluten-Free Marketing: Successfully reach out to the growing hordes of gluten-free customers through a few savvy marketing tactics. Dough Equipment: Creating the perfect pizza calls for the right equipment for the right job, from dough pressers and sheeters to custom bakeware.

in every issue 6

Online at PMQ.com

Editor’s Note

Letters to the Editor

Pizza Press

Product Spotlight

Advertiser Index

Pizza Industry Resource Guide

“It’s the sauce that ties it all together.” Martin Reyna Executive Chef, Vince’s on Harlem

When preparing signature dishes at Vince’s on Harlem, Chef Martin Reyna only trusts his menu to the very best—Escalon Premier Brands. Our canned tomatoes are packed fresh and steam peeled with no added citric acid to assure the BEST FLAVOR and CONSISTENT PERFORMANCE. To sample a better tomato today, call 1-888-ESCALON or visit www.Escalon.net.

EDITOR’S NOTE rick hynum

The App Revolution: Resistance Is Futile

PMQ PIZZA MAGAZINE | September 2013 | Volume 17, Issue 7

SEPTEMBER 2013 | WWW.PMQ.COM

The Pizza Industry’s Business Monthly | PMQ.

Planet

of the

APPS

Page

If you're not mobile, you're standing still.

ONLINE ORDERING | Pg 36 THE SPIN BROTHERS | Pg 46 STANDOUT SAUSAGE | Pg 52

On the cover: As consumer interest in smart devices continues to rise, more pizzeria operators are tapping into the moneymaking power of apps and mobile marketing. Don’t get left behind!

Subscribe to PMQ now! Get your print, digital or mobile edition!

Nowadays, it seems, there’s an app for everything. A free app on the iTunes store lets you nap at your desk while it simulates random “busy” sounds—the click of a mouse, the rustling of paperwork, taps on a computer keyboard—to fool your boss. A free Android app called Pointless Game is even more pointless than it sounds: Place your finger on the screen, and you’ll earn a point for every second that you keep it there; lift your finger, and you lose. Talk about the thrill of victory and the agony of defeat. Then there’s the iPhone app called Sexy Girl Talk: Sexy Alphabet in which “a professional voice model” pronounces each letter of the alphabet “in a sexual and sophisticated way.” Heck, the letter W alone is surely worth the 99-cent charge. But don’t let all of these worthless apps fool you. If anything, their abundance points to an undeniable fact: People love apps, even apps that pretty much do nothing at all. Give them an app that they can actually use—and, even better, an app that they can use to buy something they really want—and you’ve got it made in the digital shade. We are in the midst of a mobile marketing revolution. Resistance is futile. Just as the Internet rapidly morphed into an unstoppable marketing force in the late 1990s, smartphones and tablets are changing the way we market our products and services today. As Tracy Morin reports in this month’s cover story, “Planet of the Apps” (page 26), more and more of your customers want options when it comes to placing their pizza orders. As much as they love their smartphones—and, according to a Pew Research Center poll, 56% of American adults now own one—they don’t necessarily want to use it to make a call, especially when they can just tap a few icons on the screen and get the same results without being asked a lot of questions or getting put on hold for five minutes. In an Interactive Advertising Bureau (IAB) study of smartphone users earlier this year, 50% of those surveyed said they have downloaded at least one restaurant-branded app on their mobile devices. And here’s the really impressive number: According to the IAB study, 69% of those surveyed had ordered food via mobile devices, and 72% of that group had ordered pizza! Meanwhile, 28% of those surveyed said they will use a mobile device to order food online during the Super Bowl. What will they order? Filet mignon? Pheasant under glass? Nope. They’ll probably want pizza. Your pizza. So make it easy for them to order it. The easier and faster you make it, the more often they’ll choose you over your competitors, especially if your competitors don’t offer an app yet. And if your competitor does offer an app and you don’t, well … have I mentioned that you really need to read Tracy’s article? Everything you could ever want to know about creating and marketing your own restaurant app is right there. And unlike an app that makes it sound like you’re hard at work, this sort of app really will keep you busy until closing time, selling pizzas, baking pizzas, delivering pizzas and making money.

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12 PMQ Pizza Magazine The Pizza Industry’s Business Monthly

Rick Hynum Editor-in-chief PMQ Pizza Magazine

LETTERS TO THE EDITOR rick hynum A P u b lication of P M Q , I nc . 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 International Correspondent Missy Green missy@pmq.com Design/Production Art Director Kara Hoffman kara@pmq.com ext. 135 Designer Eric Summers eric@pmq.com Media Producer Daniel Lee Perea dperea@pmq.com ext.139 advertising Sales Director Linda Green linda@pmq.com ext. 121 Account Executive Clifton Moody clifton@pmq.com ext. 138

A Problem With Par-Baking

Account Executive Tom Boyles tom@pmq.com ext. 122

I’m looking at some new gourmet pizzas that require par-cooking of the bases. But whenever I put a base in the oven to par-cook it, I find that it blows up like a ball every time. What am I doing wrong?

Marketing Social Media Director Sarah Carollo sarah@pmq.com ext. 133 administration Chief Financial Officer Shawn Brown shawn@pmq.com

David Waterman Pizza Pizzazz Currambine, Perth, Australia

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

Thanks for the question, David. We passed this on to the Dough Doctor himself, Tom Lehmann, and here’s his response: Par-baking a pizza crust requires an entirely different baking profile compared to baking a complete pizza. You’ll need to bake it at a lower temperature (400° to 425° in a deck oven or 375° to 400° in an air impingement oven) and reduce baking time (about three to four minutes in a deck oven or about two minutes in an air impingement oven). After that, you’ll want to fine-tune the baking to ensure that the crust gets fully baked but with only partial color. Watch the cooled crust for translucent areas that look like oil spots—these are areas of collapse that can be addressed by longer baking time at a slightly reduced temperature. It’s a bit of a balancing act! You can also partially sauce the skin prior to par-baking. Try using about half of the sauce—then you can par-bake at your normal temperatures for a shorter time. Apply the remaining half of the sauce when you dress the par-baked crust.

Share your passion! 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.

Thank You to Our PMQ Think Tank Moderators Daddio: Member since June 2006 Tom Lehmann: Member since June 2006

Sales Assistant Brandy Pinion brandy@pmq.com ext. 127

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

14 PMQ Pizza Magazine The Pizza Industry’s Business Monthly

Director of Operations/ Event Coordinator Brian Hernandez brian@pmq.com ext. 129 PMQ International PMQ China Yvonne Liu yvonne@pmq.com PMQ Australia-NZ Tom Boyles tom@pmqaustralia.com Pizza&Food Gabriele Ancona gabriele.ancona@pizzafood.it France Pizza Julien Panet jpanet@francepizza.fr Pizza e Pasta Italiana Massimo Puggina redazione@pizzaepastaitaliana.it Spain—pizzanet.es Eduard Jiménez info@pizzanet.es Brazil—Pizzas & Massas Michel Wankenne wankenne@insumos.com.br editorial advisors Chef Santo Bruno Tom Lehmann Joey Todaro Ed Zimmerman contributors Chef Santo Bruno Linda Duke Michael J. Rasmussen Alice Tessaro Jeff Zeak Volume 17, Issue 7 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 & views

The Cycle of Life

Baseball player David Freese will celebrate his love for Imo’s Pizza as spokesperson for the company.

SPIN! Neapolitan Pizza (spinpizza.com), based in Kansas City, Missouri, celebrated summer by spinning dough—and its wheels—for a good cause. Each week, the pizzeria sponsored free supervised bike rides for all ages and experience levels. SPIN! also donated $1 from each bike ride (up to $3,500) to Heart to Heart International. Cyclists, their friends and family members received a 10% discount on food after rides. “Our riders are really happy that joining our rides is not just fun but contributes to making someone else’s life better,” says SPIN! co-owner Gail Lozoff. “And Heart to Heart now has a new audience that’s aware and appreciative of the amazing work they do.”

SPIN! Neapolitan Pizza was on a roll with its summer-long bike-ride promo and fundraiser.

Slice of the South With live music, pizza, local craft beers and family activities, Slice Pizza & Brew (slicebirmingham.com) in Birmingham, Alabama, drew a sell-out crowd for its second annual SliceFest. The numbers were impressive: 2,000 attendees; a $3,000 donation from proceeds to partner charities Suki Foundation and Alabama Forever; and 500 pizzas, plus 1,500 slices, sold. Chef Terrill Brazelton also debuted three specialty pizzas, including a lobster mac-and-cheese pie, which may make the permanent menu in the future. Slice co-owners Jason Bajalieh, Chris Bajalieh and Jeff Bajalieh celebrate another sold-out SliceFest.

Pies Save Lives Police officers used pepperoni pizza to lure a suicidal man off a bridge in Charleston, South Carolina. After nearly five hours on the ledge, the man got hungry and agreed to come down for a pie from Andolini’s Pizza (andolinis.com), which has four locations in South Carolina.

16 PMQ Pizza Magazine The Pizza Industry’s Business Monthly

The Big 5-0 FIVE50 Pizza Bar, the first casual concept from James Beard Award-winning chef Shawn McClain, opened at Aria Resort & Casino in Las Vegas—serving up wood-fired pizzas, small plates, artisanal charcuterie, handmade pastas and craft beers.

Editors at Large Siena Tavern

PMQ staff visited several of Chicago’s pizza institutions (and newbies) during May’s NRA Show. Photography by Tracy Morin

La Balena

Giordano’s

MQ editor at large Liz Barrett and senior copy editor Tracy Morin hit the streets of Chicago at every opportunity during the National Restaurant Association (NRA) Show and sampled pizza institutions—and buzzed-about new additions—in the Windy City area. They kicked off their eating adventures at Siena Tavern (sienatavern.com) with homemade focaccia served with Pecorino and olive oil; burrata cheese with eggplant caponata and aged balsamic; the Coccoli appetizer, with crispy dough rounds, Stracchino cheese, prosciutto di Parma and truffle honey; and Tuscan Kale Caesar Salad. La Balena (balenachicago.com), another Italian-inspired newcomer, serves up pastas, pizzas and bitters-based cocktails—and scored a mention as one of the top 50 best new restaurants in 2012 by Bon Appetit. Barrett and Morin devoured the spring pea bruschetta with green garlic and ricotta; pizza with mushrooms, Fontina, Taleggio, scallion and thyme (honey in the dough adds to the pizza’s caramelized-like crust); and Sweet Onion Gratinato. A day trip to the suburb of Homewood, Illinois, found the editors touring historic Aurelio’s Pizza (aureliospizza.com), a 12,000-square-foot behemoth that claims to be the largest pizzeria in the world. After an in-depth tour from director of franchising Kirk Mauriello, the three enjoyed an array of Aurelio’s specialties, including Aurelio’s Italian Antipasto Salad, served with its famous house dressing; three pizza varieties; the calzone-esque Spinach Calabrese; and a chocolate chip cookie served in a deep-dish skillet, a la mode. At Nellcôte (nellcoterestaurant.com), the pair sampled the Local Asparagus & Burrata pizza, with pistachio, chili flake and shaved red onion; the Sunnyside Up Organic Egg pizza, with Fontina, mozzarella and arugula; tagliatelle with local ramp pesto, Pecorino, snow peas and Marcona almonds; and a trio of homemade breads. Finally, just before hopping a plane back to PMQ headquarters, Barrett and Morin checked out a nearby Giordano’s (giordanos.com) and snagged a massive Super Veggie Stuffed Pie—enough to provide both lunch and leftovers for the trip home! Click here to hear more about Liz and Tracy's culinary trek through Chicago. (Top to bottom) Siena Tavern serves fresh-made focaccia daily; honey in La Balena’s dough lends a caramelized touch to its pizza; Liz and Tracy hang out with Kirk Mauriello Last year, more than 8,200 restaurants at the original Aurelio’s Pizza location in Homewood, Illinois; Giordano’s stuffed pizzas is raised nearly $6 million for Share Our popular with locals and tourists alike; a pizza at Nellcôte is topped with a sunny-side up Strength’s Dine Out for No Kid Hungry. organic egg.

Nellcôte

September 2013

pmq.com 17

Zeak’s Tweaks jeff zeak

Making the Most of Mozzarella

Jeff Zeak explains how to manage your mozzarella supply through proper storage and wise usage. By Jeff Zeak

QUESTION: What’s the best way to store mozzarella, and how long will it last before it goes bad?

ANSWER: Fresh mozzarella comes in a variety of ball- and loaf-shape sizes and is typically packaged in brine, whey or water/liquid packing solution, which helps retain its shape, moisture and soft, creamy, slightly elastic texture. Expert opinions vary about the use, storage and shelf life of fresh mozzarella. Some connoisseurs—those who like to eat it as a standalone item— say it should be entirely eaten on the day it was made. They warn against refrigerating it, which will cause the texture to become more chewy and rubberlike. Others say it’s OK to refrigerate fresh mozzarella but that it should be removed from the fridge between one and two hours before eating it—allowing it to warm to room temperature yields the best mouth-feel, texture and flavor. Finally, others say you can leave it refrigerated in its solution until you are ready to eat it. Generally, vacuum-sealed containers of unopened, refrigerated fresh mozzarella will last up to four to six weeks from the date of manufacture, assuming that it’s salted. You should also check the use-by date on the package. Once opened, it should be refrigerated and used within four to seven days. It won’t go bad after this period of time, but it won’t taste the same as it begins to sour with age (fortunately, it won’t make you sick). 18 PMQ Pizza Magazine The Pizza Industry’s Business Monthly

If you can’t serve it all within the four-to-seven-day period, use the remainder in a pasta dish or as a pizza topping. Packaged in block, stick, sliced and shredded formats, traditional aged mozzarella has a much longer shelf life due to its lower water content and the processing it undergoes during manufacturing. Recommendations for its shelf life include:  Unopened and refrigerated: Up to three weeks beyond

the use-by date, depending on refrigeration temperature, or, according to some experts, up to 70 days after the production date.  Unopened and frozen: Between four and six months after

the use-by date. Thaw in refrigerator and use within seven to 28 days after opening.  Opened and refrigerated: Between seven and 28 days  Opened and frozen: Up to three months. Freeze within

seven to 14 days after opening the package. Thaw in the refrigerator and use within seven to 14 days. In my next column, we’ll look at some tricks of the trade for prolonging the shelf life of mozzarella cheese. Jeff Zeak is the pilot plant manager for the American Institute of Baking (AIB). Need more dough advice? Visit the Dough Information Center at PMQ.com/dough.

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New York’s Finest Chef Bruno

Pasta Fagioli Chef Bruno shares his secret recipe for a classic Italian soup.

Let’s ‌ talk about everybody’s favorite soup: Pasta Fagioli! You will find it in restaurants and pizzerias around the world. But not everyone makes it the same way. Everyone has his own recipe—or the one that he got from his grandma. But it’s still Pasta Fagioli, a traditional dish in Palermo. The Italians—including my family and myself—consume a vast amount of this soup. Occasionally, you may not find it to your liking, though, especially if the chef doesn’t make it authentically. During a trip to Texas not long ago, I ordered Pasta Fagioli in a restaurant, but, when it was delivered to my table, something did not look right. It was bubbling. I knew it had come out of the microwave oven. I asked for the manager, and my suspicions were correct. He admitted the soup had come from a can. I asked him why, and he said, “I’m not selling enough.” My reply was, “What do you expect out of a can?” That’s not home-cooked Pasta Fagioli, and even the nonconnoisseur won’t be fooled. Have a go at making the real thing, and you’ll have a winner!

You’ll Need: Three 5-oz. cans cannellini beans, drained and rinsed ⅓ c. extra-virgin olive oil, divided, plus some extra 1 medium onion, diced 1 clove garlic, minced 4 thin slices pancetta, chopped 1 tsp. parsley, chopped 1 tsp. oregano, chopped 4 cups beef stock ⅔ c. plum tomatoes, diced (skinless) ½ tsp. red pepper flakes ½ tsp. salt ½ tsp. fresh ground pepper ¾ lb. ditalini 1 tsp. Romano cheese to garnish

20 PMQ Pizza Magazine The Pizza Industry’s Business Monthly

SLNY PRODUCTIONS

By Chef Santo Bruno

Chef Bruno may be famous for his authentic Italian recipes, such as this month's Pasta Fagioli, but he's still as American as hot dogs and apple pie.

Directions: Place 2 cans of cannellini beans in a food processor and puree until smooth. Transfer to a bowl and add the third can of beans. Put aside. In a deep skillet or pan, warm 3 tbsp. of olive oil on medium heat. Add onion and sauté until golden, about 5 minutes. Meanwhile, boil water for the ditalini. Cook pasta until al dente. Before draining the pasta, reserve a cup or two of the water (to be added to the mixture if it gets too thick). In the deep skillet, add garlic, pancetta, parsley and oregano, and sauté for another 4 minutes. Add the remaining 3 tbsp. of olive oil, beef stock, tomatoes and the bean mixture and bring to a boil. Add red pepper flakes and cooked pasta, then season with salt and pepper. Serve in bowls and add some olive oil and Romano cheese. Finish with ground pepper. Mangia! 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.

Your Secret Recipe Deserves Bellissimo Italian Pasta.

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Accounting For your Money Michael J. Rasmussen, CPA

Generating Accurate Daily Sales Reports Take steps today to protect the integrity of your POS data and prevent discrepancies that could cause trouble at tax time. By Michael J. Rasmussen

QUESTION: How can I make sure that my POS system generates an accurate daily net sales report?

ANSWER: We frequently come across discrepancies between tax filing records and POS reports while gathering details for an audit. Does this matter, and should you care? Yes, you should care. The daily net sales calculations generated from your POS system should accurately reflect your restaurant’s operational activity for that day. Therefore, from open to close, all transactions entered into the POS during the day should be scrutinized and any errors or adjustments identified before the final close-out at the end of the workday. Since the POS results are captured electronically, any possibility of corrupted files or unauthorized manipulation should be considered, and procedures should be in place to monitor and curtail such activity. Since your POS system is the source of original documentation that’s frequently requested in an IRS audit—as well as for a restaurant sale, banking analysis or any outside request for verification of net sales—it’s paramount to preserve the integrity of this data. You need to always be able to rely on it and know that the data hasn’t been altered in any way. If discrepancies emerge due to accidental or intentional corruption of your POS data, countless hours may be consumed as you try to figure out what happened. If this happens during an audit or when a potential buyer is analyzing your financial statements, it can tarnish your credibility. In addition, since most ratios used in analyzing your business operations involve a percentage of net sales, the figure is imperative to ensure accuracy in many areas of your business. What should you do to ensure that you’re always working with accurate data? Here are three suggestions: 1. Back up your data. Be diligent in backing up this important POS data on a regular basis so you’ll have an extra copy if 22 PMQ Pizza Magazine The Pizza Industry’s Business Monthly

something goes wrong with your POS system or if data somehow gets altered at a later date. 2. Control access to the data. Limit the ability of individuals— whether they’re owners or managers—to alter transactions after the daily close sequence has occurred. Follow this procedure consistently—it will save time and protect everyone’s credibility in the long run. 3. Generate monthly statements. Create a system that exports data electronically from your POS system so that you can access it at a later date. Use this data to create monthly financial statements and memorialize your operational statistics. In short, this data is vital to evaluating your pizzeria’s profitability and net worth, and it also helps keep you out of trouble with the IRS. Don’t wait until tax time to determine if your POS system generates accurate results—that’s a recipe for trouble!

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

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

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Leveraging Social Media— Part 1 In part one of a two-part series, Linda Duke explains how social media is the new word-of-mouth for restaurants. By Linda Duke

e’ve received many calls recently from small regional restaurant chains looking for help with social media and trying to understand how it fits into their overall marketing plan. Many have no idea what it takes to get social media outlets up and running or how to manage them once they’re operational. Some worry that they lack the resources to put behind social media, including finding a person to manage it. Here are some common questions that I’ve heard:

1. How should I get started? To get started with social media, my advice is, get started! Don’t sit back and wait, and don’t assume this is a “fad” that will fade away. (At first, many restaurant operators in the 1990s thought websites were a waste of time, too.) Start by doing research and, if you don’t already have a personal Facebook or Twitter account, create one and learn how to use it. From your own account, study other restaurants’ social media and learn from them. Once you’ve got a grasp of the basics, launch your own business page.

2. What are some of the most popular social media sites? Facebook is probably a must for a restaurant, and Twitter is huge, too. Also look at Instagram, LinkedIn, Pinterest and Google+. There are also many tools available today that can help you to manage and monitor your activity on social media sites. You may want to start out with a free tool, such as Social Mention or Wildfire. Other tools offer a more in-depth look at engagement with your social media campaigns and better analytics, such as Sysomos Heartbeat, Vocus and Adobe Social. 24 PMQ Pizza Magazine The Pizza Industry’s Business Monthly

3. How can I use digital marketing to reach consumers and grow my restaurant? Social media should be integrated into your overall public relations and marketing strategy. It won’t replace traditional marketing—it will enhance it. For example, if you’ve gotten coverage in a local newspaper or TV news outlet, you can use social media to continue generating buzz. Upload links of all media coverage to your Facebook or Twitter pages and call attention to them. This expands the “shelf life” of the actual coverage and allows for direct customer engagement and response as they leave comments, questions and congratulatory notes on your page. Monitor the results so you can chart the overall success of your campaign. Additionally, news outlets with social media pages are always looking for interesting people and products to feature. Reach out to their social media managers with the latest news about your restaurant. You can offer them the inside scoop on new menu items or mouthwatering photos of your pies, or you can

announce the opening of a new store or spotlight your new pizza maker or a waitstaff member. There is real value when a media outlet posts a link about your pizzeria on Facebook or Twitter.

4. What kind of content should I post on my restaurant’s social media pages? For starters, you’ll want to offer promotions, giveaways and new menu announcements. Try to create savvy content and promotions that engage consumers online and offline at the same time. We have found that a Facebook promotion— preferably with a definite beginning and end date—earns great response and boosts social media activity. For example, Straw Hat Pizza (strawhatpizza.com) created a one-weekend promotion that offered a special family dinner to its Facebook fans. Fans had to mention the Facebook promotion when they arrived at the restaurant in order to receive a special price on their meal on the designated Saturday and Sunday. We’ve found that giving guests a short promotional window—such as a single weekend—generates more response. In another Straw Hat promotion, Duke Marketing asked guests to take photos of their party eating the family meal and post them onto Facebook, and the best photo earned a Straw Hat Pizza T-shirt. When the winner came into the store to pick it up, he was also given a free lunch. He then went back and posted about his positive experience on Straw Hat’s Facebook

wall, creating great word-of-mouth with all of the other fans. In fact, you might say social media is the new word-of-mouth for restaurants. I’ll tell you more about how to leverage it in next month’s issue!

Linda Duke is the CEO of Duke Marketing and author of Recipes for Restaurateurs (marketing-cookbook.com), a “cookbook” of marketing ideas for restaurant owners, as well as The LSM Diet: Improve Your Bottom Line, Not Your Waistline (lsmdiet.com), a self-help guide to local store marketing. She publishes a quarterly industry resource, Restaurant Marketing Magazine, and an educational program, LSM-U, Local Store Marketing University. Find out more at dukemarketing.com.

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feature story mobile apps

ERIC SUMMERS

26 PMQ Pizza Magazine The Pizza Industryâ&#x20AC;&#x2122;s Business Monthly

Planet of the apps Learn why apps are becoming must-have marketing tools for pizzerias—and how you can design and promote your own app for maximum success. By Tracy Morin

mericans love mobile apps. We use them for everything from checking email and downloading music to tracking down the lowest gas prices in town. And when we’re hungry and in a hurry, apps have become our go-to solution. According to the 2013 First Data Global Study, 40% of U.S. consumers find the ability to order food using a mobile app appealing, and Americans are increasingly using mobile apps for purchases; nearly two-thirds of smartphone users have a merchant app. Even better, a 2013 survey of mobile device users by the Interactive Advertising Bureau and Viggle, a company specializing in TVrelated apps, found that 50% have downloaded at least one restaurantbranded app and 69% have ordered food using a mobile device. And what’s the latter group’s favorite food to order? Pizza topped the list by far, with 72% saying they’d ordered a pie with their mobile devices. Yet aside from major chains such as Pizza Hut and Domino’s, only a relatively small number of pizzerias currently offer apps for their customers. As of mid-July, a search for “pizza apps” on Apple’s app store retrieved more than 2,000 responses, but the majority were pizza-related games. In other words, pizzeria apps are still largely unexplored, but the market is demanding them. In fact, some believe apps will soon become a must-have. “Look at how websites are now a component of every restaurant; apps will become the same in the future,” predicts Chris Pautsch,

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co-founder and CEO of MojoBistro in Downers Grove, Illinois. “They’re now few and far between, but with more people using smartphones, apps will prove to be a better way to engage businesses with their customers.”

Why an App? When it comes to making purchases, the 2013 First Data Global Study reveals that consumers expect three features: seamlessness and control; tailored and personalized experiences; and a direct connection to other consumers and information through social media and shared online content. A well-designed app can meet all of these demands while promoting brand awareness and loyalty. “Because mobile apps bypass the Web and allow people to take full advantage of smartphone capabilities, apps can provide users with exclusive features, such as geographically targeted push notifications,” notes Li-at Karpel Gurwicz, marketing director for Conduit Mobile, based in Ness Tziona, Israel. “Restaurants can also offer coupons, specials, updates, discounts and customer loyalty programs exclusively to app users. And with the integration of social networking features, apps increase user engagement and expand brand visibility.” According to James Daleen, CEO of Appsuite in Boca Raton, Florida, apps help build relationships and loyalty and reduce turnover. They can also boost profits, enabling the pizzeria operator to track customer activity, target rewards and offers, and integrate e-commerce for takeout and delivery. “An app can be fully integrated with a POS system for operator and employee convenience, while allowing customers to easily see menus, select toppings and receive rewards for their purchases,” Daleen says. One company, meanwhile, has even developed voice recognition technology for apps and is specifically targeting the pizzeria market. Chris Glauch, vice president of sales and business development for RedShift Company, compares the technology to Apple’s Siri, except that the program is designed and customized specifically to recognize all of the words likely to appear on a pizzeria menu. “With Siri, customers can search for, say, CiCi’s Pizza and get a list of these establishments,” Glauch says. “If the CiCi’s Pizza app used a speech recognition engine, customers could speak a specific food order and complete the online transaction.”

Ahead of the Curve Of course, many major pizzeria players have already jumped on the app bandwagon. Pizza Hut (pizzahut.com) claims to be the first in the industry to introduce an iPhone ordering app and this year introduced Pizza Hut for Xbox Live, allowing customers to order directly from their gaming consoles. “We want to offer our customers the opportunity to access our products at every touch point: in-store, online, via apps, 28 PMQ Pizza Magazine The Pizza Industry’s Business Monthly

5 Tips for Choosing an App Developer Building an app sounds complicated, but it’s not rocket science. Many companies offer a turnkey app development service, and some even specialize in restaurant apps. If you’re looking to contract with an app developer, James Daleen, CEO of Appsuite in Boca Raton, Florida, offers the following tips: qq If you don’t know anything about how to build, maintain or run an app, seek out a service-based model. The provider will handle all the complicated stuff for you and offer long-term technical support—you just provide them with menus, website links and other materials needed for the features you want, and let them do all the heavy lifting. qq Have a clear sense of your objectives (such as “increase spending by existing customers by 25%” or “increase each loyal customer’s visits by one per month”). qq Make sure that your restaurant’s loyalty and rewards program and related services can be integrated into the app. qq Look for a developer—whether a business or individual—that understands the restaurant industry, can build functionality around your needs, and provides references. qq Make sure your app will be supported by both Android and Apple, which reach 95% of smartphone users, and will work on the full range of smart devices.

Recent studies have shown that customers tend to order more frequently from a restaurant when they have its mobile app on their phone.” — Christopher Webb, CEO, ChowNow

Pizza Hut has created an app that allows Xbox users to order pies directly from their gaming consoles.

etc.,” notes Rohit Kapoor, Pizza Hut senior director of infrastructure—information technology. Meanwhile, smaller-scale pizzerias—especially those with multiple locations—find that apps are a great way to connect with customers and (for now, at least) help separate them from the pack. “Everything is going mobile now, and when we decided to make our app, we knew technology was headed in that direction,” says Liz Lancaster, marketing, promotion and event planning manager for Mangia Bene Restaurant Management Group in Jackson, Mississippi, owner of Sal & Mookie’s New York Pizza & Ice Cream Joint (salandmookies.com) and two other restaurants. The app allows loyal customers to easily find out about daily specials and events, browse menus and purchase gift cards, Lancaster notes. Amici’s East Coast Pizzeria (amicis.com) restaurants, based in Montara, California, with 13 locations, launched its app in early 2011. “We weren’t entirely sure it would catch on, but just as back in the early ’90s when people began talking about websites, we figured it might be useful one day and that we’d be better off having one,” says Richard Allum, director of marketing/purchasing for Amici’s. “The app’s use has grown steadily from day one, and the percentage of orders received via our app continues to grow month to month.” The Amici’s app presents customers with a convenient way to connect quickly using their mobile devices. It also retains the users’ previous orders, favorites and payment information so they can order in seconds (instead of minutes via telephone or even online). Meanwhile, for the business, it’s less expensive than online ordering, says Allum.

Building Your Own App So let’s say you want to build an app. Where do you start, and what should you expect? “With so many options available, it’s now easy for any pizzeria—from family-owned establishments 30 PMQ Pizza Magazine The Pizza Industry’s Business Monthly

to national chains—to create a custom app,” Karpel Gurwicz says. She outlines a few options: Hire a pro. A private developer can work with you on creating an app that complements your brand and engages your target audience. Keep in mind, though, that developer fees can be expensive, and you’ll need the developer’s assistance to update the app with any new features you later want to include. Work with an agency. Look for a mobile design agency that provides a suite of features and functionality that you can include in your app. While this route may cost less than hiring a developer, you’ll remain dependent on the agency for any future updates you wish to make. Do it yourself. Check into a do-it-yourself app-maker platform. This is the most cost-effective option, but make sure the app maker offers a wide selection of mobile features and supports the major mobile platforms. It should also allow you to customize the app’s look and feel and provide app management functionality (such as sending push notifications or viewing analytics). Finally, you should be able to update your app whenever you want at no additional cost, with no coding or technical skills needed. If you’re working with an agency, you can choose from a menu of features such as location services, enhanced menus, graphics and images, push messaging, special offers—all of the basics a restaurant requires, Daleen says. The company will configure what you need and brand the app for your business, then place it in the app store under your business’ name. Signup and configuration can be completed in a few weeks, he estimates. And Pautsch notes that, because most restaurants request the same components (such as menu viewing and ordering capability), hiring such a company can save time and money while requiring little or no expertise on the part of the operator. “You don’t need to know coding—just what the restaurant needs from a functional point of view, such as coupons, reservations,

The Amici’s East Coast Pizzeria chain launched its app in early 2011. It retains customers’ previous orders, favorites and payment information so that they can complete a new order in mere seconds.

push notifications, etc.,” Pautsch says. “The app can be simple to build online by selecting the features needed and entering content such as menus. An operator can input the necessary information in a few hours.”

Key Features According to Karpel Gurwicz, it’s crucial to keep customers engaged by creating a good-looking, easy-to-use app that complements your brand’s look and feel. She suggests both fun and value-added features, including push notifications to update customers about specials, promotions and upcoming events, plus coupons with special offers such as free delivery for orders placed through the app. You could also give app users an inside peek at your pizzeria through behind-the-scenes stories and news or even share recipes. Finally, consider allowing users to communicate directly with your brand —or each other—via the app and providing a fun feature, such as a game or tool. “You should consistently provide new, cool content to keep your app as fresh as your famous pies,” Karpel Gurwicz says. But, she adds, don’t forget the basics: reservations, menus, ordering, loyalty programs and rewards, coupons, click-to-call, review capability on sites like Yelp, directions and maps, social

media, photos, and ways to solicit feedback and info (including business analytics). Allum agrees that an app should be simple, convenient and easy to navigate, with an attractive design. “As far as features go, the ability for customers to duplicate previous or favorite orders with a single touch is a great feature,” he says. “Security of the customer’s payment and personal information is also very important.” Finally, don’t overlook the power of social media and push notifications. Pautsch suggests incentivizing app users to share

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Due to the overwhelming success of mobile apps built by national chains—think Pizza Hut—apps are a requirement for pizzerias today. More than half of Domino’s orders will be placed through their website and mobile apps this year.” — Christopher Webb, CEO, ChowNow

their experiences on Facebook, Twitter, Yelp, etc., by giving reward points for reviews (allowing operators to monitor them). Push notifications extolling a new promotion or menu item—or telling the customer when he has earned a reward— are also highly effective. “You can even have your app send the customer a notification when he’s in proximity of one of your stores and create a coupon tied to that location,” Pautsch says. “Or you can set up the app to send ‘happy birthday’ messages on the first of the month with automated coupons.” Best of all, you can determine what coupons, notifications or promos are receiving the best response—allowing you to alter them when necessary and tailor them to customers’ habits.

Marketing Your App Regardless of the quality of your pizzeria app, you first need to get people to download and use it. To create awareness and demand, Karpel Gurwicz suggests the following:

Start with the Web. Leverage your website by adding a banner that includes links to download your mobile app. You can also redirect Web traffic to your app—an embedded code in your website can ask mobile users whether they’d like to be rerouted to your app or proceed with regular browsing. Use QR codes. They’re easy to create—several websites offer them at no cost—and can be placed on various marketing materials, such as your website, blog, print ads, menus and enewsletters, as well as on your Facebook page and pizza boxes. Employ social media. Spread the word about your app on Facebook, Twitter, Pinterest and other social media accounts. Generate buzz. Promote your app to local news media and bloggers and ask them to review it. Since the technology was relatively new when Amici’s created its app, the company engaged in significant marketing to encourage downloads. “QR codes that linked customers to download the app were very successful—each restaurant had

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a static display piece with a QR code in the customer pickup area, and we printed the QR code and instructions for downloading the app on our pizza box lids,” Allum says. “We also marketed the app in print ads and radio commercials, on our social networks, and on custom business cards that employees gave out with every order for the first few months.” Daleen recommends that each employee be trained on the app and its features and notes that some app-building companies provide promotional materials and signage that can be posted in-store or distributed to guests. Meanwhile, to keep customers returning to your app, make sure offers and events are regularly updated and that new customers receive preprogrammed, periodic notifications. Bierman touts text message marketing for mobile campaigns, so consider placing signage in the pizzeria that encourages customers to text message a short code to obtain a link for downloading. “Use your windows and store as billboards to advertise, and keep in mind that a lot of app users are going to be younger customers, so make your marketing unique and creative,” he advises. No matter how you design and promote your app, many experts agree the technology is increasingly important for encouraging repeat business. If you’ve already covered the basics of online marketing—website, mobile website, social media—

Amici’s East Coast Pizzeria promoted its new app to customers by placing QR codes and downloading instructions on pizza box lids and on static display pieces in customer pickup areas.

you should consider adding an app. And if you haven’t, you’d do well to catch up. In fact, Allum offers a single piece of advice for operators regarding apps: “Don’t wait. If you don’t have an app, at least one of your competitors probably does, and he’s able to compete for business on a level that you are not.” Tracy Morin is PMQ’s senior copy editor.

For bonus content on app design and functionality, check out PMQ’s digital edition at pmq.com or download our tablet app at iTunes, Google Play or Amazon.com.

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Ingredients: 1 14” pizza shell 6 oz. barbecue sauce 4 oz. cheddar cheese, shredded 4 oz. mozzarella cheese, shredded ⅓ c. red onion, cut in rings ¼ c. fresh mango, cubed 8 oz. garlic-flavored chicken breast strips with rib meat 2 tbsp. fresh parsley, chopped Instructions: Spread barbecue sauce evenly over the pizza shell, up to ½” of the edge. Sprinkle cheddar and mozzarella cheeses over the sauce. Evenly distribute the red onion rings, mango cubes and chicken over cheese. Bake in a preheated 450° oven for 12 to 18 minutes or until the crust is golden and cheese is bubbly and beginning to brown. Garnish pizza with chopped parsley just before serving. 34 PMQ Pizza Magazine The Pizza Industry’s Business Monthly

For the Love of Chicken

The common chicken may not be the smartest critter in the barnyard, but, as a menu item, it’s one of the most versatile. And chicken-based pizzas have the advantage of combining all of the nutritional benefits of poultry—high in protein, low in fat and carbs—with loads of flavor. From ethnic variations to old-fashioned barbecue, here are some examples of delicious chicken-based pies from around the country and the world: With locations in Minnesota and North Dakota, the Norwegian/ Italian restaurant Ole and Lena’s Pizza (oleandlenaspizza.com) has created an Asian delight with its Sweet and Sour Chicken Pizza, featuring a blend of four cheeses, sweet chili sauce, garlic chicken, pineapples, onions and deep-fried Norwegian-style lefse wontons. Specializing in stuffed pies, Nancy’s Pizza (nancyspizza.com), with stores in Illinois, Indiana and Georgia, goes green with the Chicken Garden Pizza, topped with breast meat, seasoned baby spinach, broccoli and fresh basil. The BBQ Pizza at Bella Napoli (bellanapoliglasgow.com), located in Glasgow, Scotland, features a hickory-smoked barbecue sauce base topped with spicy chicken breast, caramelized onions, roasted peppers, jalapeños and Monterey Jack cheese. It’s finished with a swirl of lemon-soured cream. Norfolk, New York-based Al Smith’s Pizzeria (alsmithspizzeria. com) spices up its menu with the Chicken Fajita Pizza, made with seasoned chicken, salsa, flame-roasted onions and peppers, and a blend of mozzarella and taco cheese.

feature story Online Ordering

The

Online Operator As more customers demand an online ordering option, pizzeria operators are finding new ways to cash in on the trend. By Liz Barrett

or better or worse, the United States is an online nation. According to The Pew Research Center, as of August 2012, 85% of the U.S. population was accessing the Internet via computer or mobile device. A similar report was compiled by Internet World Stats in June 2012—it showed that nearly 250 million people in the United States use the Internet. America has more Internet users per capita than any other country, and mobile phones are helping to grow those numbers every day. Those same 250 million people are also hungry—so it’s no surprise that online ordering continues to flourish. When PMQ first started covering online ordering in 2008, the concept was still in its infancy, but the Big Three were starting to get everyone fired up. And while thousands of pizzerias have since joined the online ordering race, many are still not taking advantage of the full breadth of benefits that it offers.

36 PMQ Pizza Magazine The Pizza Industry’s Business Monthly

Online ordering has always been about putting the consumer in the driver’s seat—allowing customers to go online and peruse a menu at their own pace, save their favorites and, in some cases, enjoy a fun user experience. For many in the pizza business, online ordering is seen as technology that must be offered in order to keep up with the times, and operators who don’t fully delve into this technology may be missing out on the marketing and earning potential that it offers. In addition to a 15% to 20% increase in ticket averages, there’s an average customer return rate of 95%, helping to organically boost customer loyalty with minimal effort on your part.

Taking the Leap Surprisingly, there are thousands of pizzeria operators who are still on the fence when it comes to online ordering. Many question if it’s really necessary and whether it will be too much of

a hassle to set up, while others don’t think their customers will use it. But operators who have been using online ordering for the past few years agree that it’s a must. “Just do it,” says Tony Troiano, co-owner of J.B. Alberto’s Pizza (jbalbertos.com) in Chicago. “There’s a fast-growing consumer segment that has a strong preference for online ordering. That being said, many will still prefer to speak to a live person. Offering online ordering allows the consumer to interact with your business the way he chooses.” As president of Davis Pizza Enterprises, Diane Davis Barrentine owns 11 Domino’s Pizza (dominos.com) stores in North Mississippi and advises those who are thinking about offering online ordering to keep it as simple as possible. “Don’t clutter the screens—navigation is very important,” she says. “I’ve found that customers are way more satisfied when they’re in control of their own orders, and, with the younger generation,

Diane Davis Barrentine, owner of 11 Domino’s stores, says that 25% of her stores’ sales come from online ordering. Domino’s stores in larger markets, such as Los Angeles and Las Vegas, report a full 50% of sales from online orders. September 2013

pmq.com 37

Online Ordering Benefits  Reach customers 24/7  Increased order frequency/ticket size  Eliminate order mistakes  Save labor costs  Increase brand loyalty  Reduce order processing time  Reduce the amount of cash drivers must carry  Increase marketing ability  Easily update menus/issue coupons  Create customer reward programs  Gather customer feedback Online ordering is quickly becoming the ordering method of choice for the younger generation.

 Gather demographic data  Eliminate busy phone lines  Provide convenient, accurate ordering at the customer’s pace

they’d much rather be online than talk to someone. But keep in mind that, even though they’re on the computer, you still need to bend over backwards when they call or come in. This is the future of your business, and you want to retain all of your customers, whether online or off.” As for setup, Barrentine suggests looking for a national vendor with local representatives who can provide hands-on training. “It’s a big investment,” she says. “You’ll want the ability to meet with someone face-to-face when you need them.” Some operators prefer to maintain their own proprietary online ordering systems. “I own my system and don’t pay a monthly fee,” says Ron Mathews, owner of Rockstar Pizza (rockstarpizza.net) in Brownsburg, Indiana. “It was a bigger up-front fee, but I have more control over it, and it was a simpler transition. If I would have known that mobile apps were coming when I set mine up initially, I would have gone for

 Reduce carryout lines  Simplify group/large/advance orders  Provide a service customers want

something even simpler and more streamlined.” “Everything is moving online, and you’ll be falling further and further behind the longer you wait to start online ordering,” says Jennifer Young, the director of marketing for Figaro’s Pizza (figaros.com), a Salem, Oregon-based chain with more than 50 pizzerias in nine states and overseas. “We’ve been offering online ordering successfully since 2010; we try to make it as easy as possible for our customers, which has helped our sales increase steadily over the past three years.”

Chains like Jet’s Pizza and Vocelli have developed online ordering platforms carefully designed to maximize sales.

38 PMQ Pizza Magazine The Pizza Industry’s Business Monthly

Once you’ve gotten through the setup process, online ordering is a win for everyone involved. While Troiano admits that it’s sometimes a struggle to convert customers who aren’t tech-savvy, he says the extra work that’s initially required pays off. “Some of the biggest benefits include customer self-service, which is the ordering method of choice for the younger generation; less likelihood of mistakes by employees since the customer assumes responsibility for

his order; fewer customer complaints related to phone service; cost savings obtained through efficiency; and no waiting on hold,” Troiano says.

Market Like You Mean It Through aggressive—and consistent— marketing, most operators start to see online orders flowing in right away, but they typically pick up steam after four to six months. It’s important to spread the word about your online ordering capa-

bilities on everything your customers receive from your pizzeria—from box toppers, door hangers, direct mail, magnets, signage and menus to websites, email blasts, business cards, social media pages, receipts and traditional advertising. J.B. Alberto’s markets its online ordering through multiple media, including its website, social media and email marketing. Barrentine says that 25% of her stores’ sales come from online ordering and, in markets such as Washington, D.C., Los Angeles and Las Vegas, a full 50% of sales are coming from online orders. “In my stores, we promote the online ordering option on all of our printed materials; oftentimes, we don’t even list the address and phone number on promotional materials anymore, only the website,” she says. “This drives more traffic to the Web instead of our store or through the phone.” One of the most effective promotions for attracting new customers to online ordering is offering a discount (such as a certain dollar amount or percentage off) for orders made online. One of the most popular online promotions that Domino’s runs, according to Barrentine, is its 50%-off week. “Periodically, throughout the year, we offer 50% off any pizza when a customer orders online,” she says. “We always see a sales spike of 5% to 15% during those weeks, and sales remain strong for a few weeks afterward.” For stores that were struggling to obtain online customers, this promotion has raised their online orders by 10% to 15%, Barrentine adds. Young says that Figaro’s periodically offers 50%-off coupons in addition to 20%-off email deals once per month. “We promote online ordering on everything from our direct mail to our website to Facebook, print materials and more,” she says. Offering something unique will also help you stand out from the pack when it comes to online ordering. Mathews is presently adding his gluten-free offerings to his online menu, which will include pizza, breadsticks, subs and desserts. “We have an award-winning gluten-free crust,

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pmq.com 39

“Everything is moving online, and you’ll be falling further and further behind the longer you wait to start online ordering.” —Jennifer Young, Figaro’s Pizza

and I’m excited to offer more gluten-free items to our online customers,” he says. In addition, Mathews sends an email blast to his customer database twice per week, on Wednesdays and Fridays, offering incentives such as free cheese bread and percent-off deals for ordering online.

Social Order Several years ago, we saw the integration of online ordering and social media, allowing consumers to place an order from a pizzeria’s Facebook page and share their orders with friends, which, in turn, boosts marketing for the pizzeria. There are more than 1 billion people on Facebook, and a growing num-

40 PMQ Pizza Magazine The Pizza Industry’s Business Monthly

ber of operators are taking advantage of this social media ordering option, which enables them to gather additional insights into demographics such as hobbies and interests, education, jobs and social interactions for more effective promotions. To see how this functionality works, check out Pizzeria Serio (facebook.com/PizzeriaSerio) in Chicago; Ian’s Pizza on State (facebook.com/IansPizzaOnState) in Madison, Wisconsin; and Fox’s Pizza Den (facebook.com/FoxsPizzaDenTX) in Kyle, Texas. Each Facebook page has an “Order Online” button prominently placed near the top of the page under the company’s cover photo. After clicking the button, customers are given the option to order now, later or with friends—that

is, they can invite Facebook friends to order menu items along with them (great for office parties, football game get-togethers and other social events). Imagine the impulse pizza purchases that can happen during late-night Facebook chatter!

Mobilizing for Profits For those already utilizing online ordering, mobile-friendly websites (websites that are optimized for mobile devices) and ordering apps are the next necessities. According to Nielsen, a global information and measurement company, 61% of Americans now own a smartphone, and consumers are demanding apps more than ever. Barrentine says that the Domino’s app is one of the perks that makes Domino’s stand out from others offering online ordering. “Customers tell us all the time how easy our iPhone and Android apps are,” she says. “They also like the Pizza Tracker, an application that lets them follow their pizza online from prep to delivery, even showing the names of who made their pizza and who will be delivering it.” According to the recent webinar Pizza Pies for Mobile Eyes, distributed by ATS Mobile, 69% of consumers have used a mobile site to order food, with 44% using their phones to look up restaurant numbers and 36% searching for menus. A staggering 72% of those who order food via mobile phone are ordering pizza, and when asked why they prefer to order via

“Periodically, we offer 50% off any pizza when a customer orders online. We always see a sales spike of 5% to 15%, and sales remain strong for a few weeks afterward.” —Diane Davis Barrentine, Davis Pizza Enterprises (Domino’s franchisee) mobile, the reasons listed included discounts, loyalty points, convenience and the ability to recall past orders. Troiano says that J.B. Alberto’s offers a fully integrated iPhone and Android application, which has helped the pizzeria achieve 12% to 15% of its business through online orders—a number that grows every day. Mathews also recognizes the importance of offering a mobile-compatible site and app. “I’ve offered online ordering for about 18 months, and it accounts for around 10% of my sales,” he says. “I’m currently working on setting up a mobile app to reach even more people.” Utilizing text message marketing and customized QR codes

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Before You Sign With so many choices in online ordering providers, here are a few of the questions you should ask before signing on the dotted line. 1. What are all of the costs involved (setup, equipment, monthly fees, percentage of transactions, etc.)? 2. What type of support will I receive before, during and after setup? 3. Can the company put me in touch with any current pizzeria customers to get their feedback? 4. Will my online ordering be mobile-friendly? Some online ordering programs can be integrated with social media sites, allowing customers to place an order from your pizzeria’s Facebook page.

will help grab the attention of your new mobile customers, and a variety of geo-location mobile advertising companies have arrived on the scene as well. These specialized phone ads are not texts to your existing customers, but rather banner-type ads shown to smartphone users within a certain geographic area that you choose. Through this type of campaign, you have the ability to promote your online ordering page to thousands of local pizza lovers who can instantly order a pizza from you with the click of a button. One of the best things about online ordering is its room for growth. In the grand scheme of the pizza business, online ordering is still a relatively new concept. With multiple options

42 PMQ Pizza Magazine The Pizza Industry’s Business Monthly

5. How does the company ensure the security of credit card information, and is it PCI-compliant? 6. Can they integrate everything into my POS system? 7. How long will the setup take? 8. What types of reports will I be able to generate? 9. Will it be easy for me to change menu items/specials? 10. Does the software help with email marketing and upselling?

for setup, marketing and promotional deals, you’re only limited by the amount of work you put into it—and by your willingness to adapt to changing times. Liz Barrett is PMQ’s editor at large.

Online Ordering Resource COMPANY

TELEPHONE

WEBSITE

BASIC SETUP FEE

MONTHLY FEE

WEBSITE EXAMPLE

Breakaway Restaurant Solutions (IRIS)

817-299-4500

breakawayiris.com

$99

$59.95

order.cousinvinnyspizza.com

Focus POS

800-775-0996

focuspos.com

$800

$60-$120

macrospizza.com

Granbury Restaurant Solutions (LetsGet.net)

800-750-3947

granburyrs.com

$599-$1599

$99

pizzaguys.com

Meridian Star Merchant Services

855-853-6485

meridianstarms.com

$500

$99

https://bigcheese.cessecure.com

Microworks POS Solutions (PrISM WebOrder)

800-787-2068

microworks.com

$295

$100

gostarpinos.com

Nextep Systems

866-654-8730

nextepsystems.com

$3,600

$300/annual

n/a

OrderCounter.com

866-777-2928

ordercounter.com

$0-$700

$89

salvatores.com

Ordyx

561-807-1502

ordyx.com

Varies

$50

piola.it

POSnet

866-976-7638

posnet.us

$2,000-$3,500

$175

roundtablepizza.com

Restaurant Manager (ASI)

800-356-6037

rmpos.com

Varies

$99-$149

chatnchew.net

Selby Soft

800-454-4434

selbysoft.com

$120-$995

$50-$70

n/a

PDQ Signature Systems

877-968-6430

pdqpos.com

$250

$79.99

n/a

Speedline Solutions

888-400-9185 Ext 2217

speedlinesolutions.com

$250

$49

pizzahut.com

BigHoller

888-244-4655

bigholler.com

$150

$60

bantonios.com

Brygid Technologies

866-427-9443

brygid.com

Varies

unos.com,extremepizza.com

ChowNow

888-707-2469

chownow.com

$199

$89

facebook.com/zeldascorner, hudsons-cafĂŠ.com

Compel Cart

800-419-8480 Ext 376

compelcart.com

Varies

$60

cottageinn.com

DineBlast (SoftTouch Online Services)

954-531-0471 Ext 102

dineblast.com

n/a

buongiornopizza.com

eHungry.com

sales@ehungry.com

ehungry.com

$19.95-$59.95/.20-.30 per order

pizzashuttle.com

eThor

888-958-5685

ethor.com

$49

garlicjims.com

Geomerx (iFoodtoGo.com)

941-400-7191

geomerx.com

$899

$99

janandtonyspizza.com

HighSpeed Waiter

702-966-3001

highspeedwaiter.com

$299

$29.95-$49.95

stangelos.com

iMenu360

866-629-9646 Ext 2

imenu360.com

$99

10.00 + 3% net sales, capped at $150

mamamimis.com

IT Problem Solver

866-755-4877

smartertakeout.com

$250

$45

demo.smartertakeout.com

Merosys

888-575-0276

merosys.com

$149.95

$19.95-$99.95 + trans. fee

n/a

MyPizza.com

888-974-9928

mypizza.com

$2 per order

n/a

NetWaiter

866-638-9248

netwaiter.com

$0-$295

starting at $45

netwaiter.com/pizzabarn

OLO

877-466-6260

olo.com

Varies

n/a

mazziostogo.com

One Click Dining

877-328-8040

oneclickdiner.com

$250

$40 or free with merchant account

taqueriazamora.net

OnlineMenuOrdering

310-429-9364

onlinemenuordering.com

$199

$49.95

dollyspizza.com

OnlineOrdering.com

888-666-1015

onlineordering.com

$49 when sales reach $300

paparonis.com

Online Orders Now

888-673-3710

onlineordersnow.com

$895

$69.95 w/mobile

n/a

ONOSYS

888-666-7976

onosys.com

$200

$60-$90

food.livingsocial.com/pizza

Order Network

888-676-7337

ordernetwork.com

$50

$29.95

n/a

PatronPath

866-900-6368

patronpath.com

$499

$99

nickspizzapub.com

Pizza Galaxy

203-230-9662

pizzagalaxy.com

$175

$24.95

bigalspizzanyc.com

Real Time Ordering (RTO)

866-932-4782

realtimeordering.com

$250-$1,000

$75-$110

tomatina.com

SnapFinger

678-739-4650

snapfinger.com

variable per transaction fee

cpk.com

Vrindi (RestaurantWave)

877-987-4634 Ext 1

vrindi.com

$1,000-$3,000

n/a

bambinospizzact.com

Zenoâ&#x20AC;&#x2122;s Pizza

815-642-9720

zenospizza.com

n/a

411eat.com

213-622-4247

411eat.com

$299

$79

n/a

GrubHub

877-805-5081

grubhub.com

10% of order

n/a

Pizza.com

310-961-2090

pizza.com

$500

$500-$1000

n/a

POS Systems w/Online Ordering

Web-Based Ordering Providers

Online Ordering Search Sites

The prices quotes above are estimates and subject to change depending on the options chosen by each restaurant. *n/a = not available at time of publication or not disclosed.

September 2013

pmq.com 43

ONLINE ORDERING

Showcase 411Eat The 411eat online ordering service can be integrated with all major POS systems— including Aloha, Micros, Maitre’D, and POSitouch—and can also be integrated with mobile devices, tablets, laptops and even Facebook. 411eat offers in-store kiosk solutions that enable customers to order via tablets and have their orders placed directly into your POS system. The system is customizable for the exact look and feel you desire, and its features are specifically designed to maximize sales for pizzerias. 213-622-4247, 411eat.com

Breakaway Restaurant Solutions Meridian Star Meridian Star offers customers the ability to view your entire menu online and order from their home or office computer anytime. The company will design a professional, state-of-the-art website that reflects your menu and business style, allowing customers to shop, order and pay online. All orders are securely processed by your in-store system—combined with Meridian Star’s software—and then sent to be packaged for delivery, takeout or pickup. 855-853-6485, meridianstarms.com

Breakaway’s online ordering system, IRIS, is customizable and fully integrated with the company’s Vision POS system so that online orders go straight to your kitchen, inventory is kept updated and guest information is stored for future use. The result is the pleasing and easy online experience that customers have come to expect. To learn more, contact Breakaway for a free demo. 817-299-4500, breakawaypos.com

MyPizza.com MyPizza.com is a free online portal that lets customers order pizza from restaurants in their area. It instantly gives restaurants a complete online ordering solution, fully interactive menu and online marketing services to increase their bottom line by attracting new customers. One million-plus customers have used MyPizza.com or its iPhone app to order from thousands of pizzerias across the nation. Receive a free 30-day trial when you sign up. 888-974-9928, mypizza.com

44 PMQ Pizza Magazine The Pizza Industry’s Business Monthly

Microworks Microworks PrISM WebOrder v4 allows your customers to place orders via a Web browser or mobile device. They’ll have a simple, secure way to manage their orders while you maintain a single shared credit card batch with your POS system. Online orders are automatically transferred to your POS system, just as with an in-store order: Kitchen printers fire, and makeline, driver and ordering stations immediately reflect any Web activity. 800-787-2068, microworks.com/weborder

One Click Dining One Click Dining is a low-cost, feature-rich online ordering service that offers free marketing tools, including texting and customer loyalty programs. The latest upgrade includes half-and-half pizzas, group ordering and SMS texting. Also, the new itekPOS, a cloud-based, hybrid POS with online ordering, runs on Apple mobile devices. This inexpensive, easyto-use system lets your servers place orders and close out guest checks at the table via an iPhone or iPod touch. 877-328-8040, oneclickdining.com

PDQ POS PDQ online ordering integrates directly into the point-of-sale at the store level. Any orders placed online go straight into the POS and print to the kitchen, as if the person had called the store directly. The system is designed for ease of use, large pictures, upselling, coupons, menu descriptions and all of the other features you’ll need for efficient online ordering. 877-968-6430, pdqpos.com

SpeedLine Solutions Losing customers on hold? Want bigger, more frequent delivery, carryout and catering orders—without adding staff? With SpeedLine, you can integrate online ordering to feed Web, mobile and even Facebook orders into your POS. Menu changes can automatically update online while keeping prices, menu items, delivery zones, hours and coupons all in sync. Extras include integrated email, text and social media marketing, and 24-hour monitoring for Web outages. 888-400-9185, speedlinesolutions.com

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pmq.com 45

feature story The spin brothers

(Clockwise from top) Carmine’s Pizza Factory has enjoyed global publicity, thanks to the Testa boys’ television appearances; Michael and Nicholas help their dad make a pie; Michael takes some dough out for a spin; father-and-son teamwork has paid off for the Testa family.

46 PMQ Pizza Magazine The Pizza Industry’s Business Monthly

Spin Brothers The

Two pint-sized pizzathletes are spinning their way to global fame—and hanging with top celebrity chefs along the way. By Rick Hynum

e doesn’t sing or dance. He’s not an actor or a reality TV star. But Michael Testa may be one of the most famous 10-year-olds in the country. As the son of pizzaiolo Carmine Testa and first-born heir to the family business, Carmine’s Pizza Factory in Jersey City, New Jersey, Michael has parlayed his dough spinning skills into global celebrity, appearing on network and syndicated TV shows in the United States as well as the U.K., France, Japan and Spain. “I first started spinning dough when I’d go to work with my dad on Saturdays,” the pint-sized prodigy says. “My dad would give me some pizza dough, and I’d play with it. When I started to toss it and try to do tricks, he bought me Throw Dough to practice with.” Within just a few weeks, Michael was out-spinning his dad—an impressive feat, since Carmine Testa has been honing his skills for 20-plus years. “We were fooling around one day,

and I showed him a couple of tricks,” Testa recalls. “I get home one night, and he’s like, ‘Dad, look!’” And he did everything I showed him. So then I showed him a few more things, and two days later, he’s like, ‘Look, Dad!’ Then he started adding things that I couldn’t even do.” Before long, Michael began performing on local TV programs, eventually moving up to The Rachael Ray Show, The Chew, The Steve Harvey Show and Access Hollywood Live. Soon, Testa’s younger son, Nicholas, now six, began to show a similar talent, and a brother act was born. Sporting comically oversized fake mustaches and deadpan expressions, the boys strut through their routines with smooth and rhythmic precision, spinning dough to dance-pop tunes and bobbing their heads. “It’s fun,” Michael says. “We like the attention we get from customers. We like making people happy.” Spinning dough hasn’t exactly hurt their popularity at school either. The boys performed last year at a school party, with September 2013

pmq.com 47

“It’s pretty cool that my boys have worked with Rachael Ray, Mario Batali, Gordon Ramsay and Wolfgang Puck. These are four of the top five celebrity chefs in the world.” —Carmine Testa, Carmine’s Pizza Factory

Thanks to their dough spinning skills, Michael (left) and Nicholas Testa have shared the stage with some of the world’s most famous chefs.

Carmine’s Pizza Factory catering the event. “I liked it when the girls called me cute,” Nicholas says.

A Family Tradition Carmine Testa followed in his own father’s footsteps to become a pizza maker. “I’ve been making pizza since 1983, when I was 13,” he says. “My dad had a small place in Perth Amboy, New Jersey. I had my first place in Woodbridge, New Jersey, when I was 20.” Located in a historic building painted “pizza-pie red,” Carmine’s Pizza Factory seats 30 people inside and 28 outside. “Our customers know about the boys,” Testa says. “They’re very happy to tell their friends that the boys on TV are the boys from the pizzeria that they go to. I’ve had people call from Nebraska, California, all different places. Sometimes we get

new customers that come in and want to see the boys—unfortunately, I tell them, they have to go to school!” Michael says he has had many memorable experiences and met some folks who are even more famous than he is. “We filmed a new show in California,” he says. “My dad said I can’t tell you the name of it, but I can tell you it was with Gordon Ramsay. I also got to meet Wolfgang Puck on the show.” But, celebrity status aside, the boys are still boys. While filming the unnamed show with Ramsay in Los Angeles, Michael and Nicholas were just as excited about the swimming pool on the hotel’s roof—and the chance to ride in an airplane— as they were about meeting the famous chefs. And wherever they go, they take their schoolwork with them, making sure to keep their grades up. “Last year we had all As and two Bs,” Michael says.

When they’re not spinning dough, wowing audiences on national TV or doing their homework, the Testa boys help their dad out at the family-owned pizzeria, Carmine’s Pizza Factory, in Jersey City, New Jersey.

48 PMQ Pizza Magazine The Pizza Industry’s Business Monthly

Ultimately, Testa would like to see his boys grow up to be dentists or veterinarians. “But if they want to go to culinary school and become the youngest chefs to have their own TV show on the Food Network,” he adds, “I’d be OK with that!” Whatever career path his sons choose, Testa is naturally proud of them, and he’s equally proud of his own profession. “For years, being a pizza man or working in a pizzeria was definitely looked down upon,” he reflects. “Now celebrity chefs and the Food Network have made it a much cooler occupation. It’s pretty cool that my boys have worked with Rachael Ray, Mario Batali, Gordon Ramsay and Wolfgang Puck. These are four of the top five celebrity chefs in the world.” Meanwhile, the brothers practice their spinning moves about an hour per week, but their regimen may intensify as they make plans to audition for NBC’s America’s Got Talent. So which one of the boys comes up with all of the crowdpleasing tricks and flashy moves? Michael says he does, but his kid brother disagrees. “Michael,” Nicholas says, matter-offactly, “is a poopy head.” Rick Hynum is PMQ’s editor-in-chief.

Click here to view video footage of Michael and Nicholas Testa in dough spinning action.

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Michael (left) and his little brother Nicholas (right) have parlayed their dough-throwing prowess into priceless international publicity for their family’s pizzeria, but Carmine Testa (middle) would be happy to see his sons grow up to be dentists or veterinarians.

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pmq.com 49

Where the Industry Unites

Find us:

PIZZA VILLAGE

JOIN OUR SECTION OF THIS MEGA SHOW!

Looking for trends, ideas and opportunities for your pizza business? It all comes together at the International Baking Industry Exposition (IBIE) this October. IBIE has everything you need to boost sales, increase ROI and stay ahead of changing consumer tastes. Shop advancements in automated dough and handling equipment, batch mixers, conveyor ovens, packaging, toppings and more.

The Pizza Village Features: Pizza Industry Exhibits Exciting new moneymaking products and services.

PMQ Information Center Meet the PMQ staff and pick up your informational packet about IBIE 2013.

U.S. Pizza Team TrialsThe American Pizza Championship The industryâ&#x20AC;&#x2122;s top pizzathletes compete for a spot on the U.S. Pizza Team and trip to the 2014 World Pizza Championship.

For more information or to register to compete in the American Pizza Championship or the U.S. Pizza Team Trials, please visit pmq.com/uspt-registration or call Brian Hernandez at brian@pmq.com or 662-234-5481 ext 129.

Pizza Village Sponsored by:

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800+ Exhibitors, Including: ADM • AIB • Allied Metal • AM Manufacturing • Blodgett Oven • Bunge • Bay State Milling ConAgra • Dakota Milling • Doyon • Empire Bakery • Erika record • Esher Mixers Lallemand Yeast • Lesaffre • Lloyd Pans • LBC • Molded Fiber Glass Tray Mettler Toledo •Ohaus Peerless • Picard Oven • Pregel • Rich • Sommerset Thunderbird • Univex • WP Bakery

Show Floor Demonstrations: Watch, learn and do at the Amoretti Demo Theater on the show floor. Featuring FREE daily demos from celebrity chefs and bakers—including Buddy Valastro of TLC’s “Cake Boss,” the demos provide creative ideas and practical tips that can be applied immediately to enhance and improve your own retail offerings.

More than 70 education sessions featuring expert speakers, including:

Rudolf Waldner

Linda Duke

Domenico Crolla

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Tom Lehmann

For more information about the Educational Program visit www.IBIE2013.com/education/.

REGISTER FOR IBIE TODAY & SAVE: www.IBIE2013.com Exhibitors: To exhibit at IBIE in the Pizza Village call 662-234-5481. Clifton Moody at ext 138, Linda Green at ext 121 or Tom Boyles at ext 122

feature story Sausage

Standout Sausage

Whether you make it in-house or buy it from a supplier, offering a signature sausage can set your pizza apart—and make sales soar. By Tracy Morin

ccording to Cincinnati-based manufacturer Queen City Sausage, sausage creation began in ancient Europe when the domestication of animals led to a surplus of meat that needed to be preserved—but it wasn’t long before the Romans eventually learned that salt, smoking methods and spices improved the taste. In fact, the word “sausage” comes from the Latin salsus, meaning “salted.” Today, sausage craftsmanship—both by passionate chefs as well as major suppliers—incorporates those basic tenets but allows for endless customization when it comes to this essential pizza topping. While individual tastes vary—some customers may prefer a strong fennel flavor, while others crave the spicy kick of chorizo—there’s little doubt that offering a signature sausage can turn your pizzeria into a true destination. “Since Connecticut Magazine awarded us with having the best sausage in the state, every new customer who comes in has to try our sausage pizza,” says Lori Zuppardi, co-owner of the nearly 80-year-old Zuppardi’s Apizza (zuppardisapizza.com) in West Haven, Connecticut. “It has been one of our biggest sellers as far back as I can remember.”

52 PMQ Pizza Magazine The Pizza Industry’s Business Monthly

PATXI'S PIZZA

“A good sausage can be very versatile— ideal for bruschetta, burgers, Bolognese sauce and more.” —Scott Randolph, Food and Drink Resources

VENICE PIZZA HOUSE

Making Your Own: Sausage Step-by-Step Want to experiment with making your own sausage for pizzas? Follow these steps from George Motsinger, executive chef of Slice of Vegas (sliceofvegaspizza.com) at the Shoppes at Mandalay Place in Las Vegas: 1. Hand-trim fat from the meat to your desired preference. 2. Grind the meat coarsely. 3. After grinding, add your desired seasoning and flavoring. 4. Put the seasoned product through a grinder on a smaller grind setting. 5. Put the meat in a mixer bowl with paddle and a glass of ice water; mix until blended well.

Homemade Taste Some pizzeria operators swear by making their sausage in-house, following generations-old family recipes and painstaking prep procedures to obtain the right texture and flavor. “There are several benefits to making your own sausage,” says George Motsinger, executive chef of Slice of Vegas (sliceofvegaspizza.com) at the Shoppes at Mandalay Place in Las Vegas. “You’re allowed complete control over customization of the flavor profile, determining the fat and salt content, and keeping out chemicals, preservatives and additives. Additionally, it’s always cheaper to make it yourself, and the quality is higher because you control what cuts are used.” But when deciding to make your own sausage, first think about the type of sausage you need. For example, Scott Randolph, managing partner of Food and Drink Resources in Lone Tree, Colorado, notes that making crumbled sausage is easier than link sausage. “For crumbled sausage, you need only meat, water and spices; it’s equivalent to making meatloaf, but without a binding agent,” he says. “And a good sausage can be very versatile—ideal for bruschetta, burgers, Bolognese sauce and more.” 54 PMQ Pizza Magazine The Pizza Industry’s Business Monthly

At Venice Pizza House, sausage is made in bulk with a from-scratch process, then cooked with the pizza to seal in flavor.

Although making your own sausage has its benefits, the process requires skilled prep and labor. Zuppardi’s famous sausage begins with hand-picking pork butts each week (allowing for control over leanness), cutting the pork into strips, grinding the strips, then mixing with spices and bagging. The pizzeria routinely makes about 250 pounds once per week, which may require a couple of hours’ time and two or three staff members. “It’s not a 10-minute deal, but after a while doing the process yourself, you get a feeling for how much fat you want to see when you’re grinding the meat—you want to keep it lean, with just enough fat for flavor,” Zuppardi says. “How lean the meat is makes a big difference.” Zuppardi’s also aims for a proper balance of spices, including fennel, a popular Italian sausage additive. At Venice Pizza House (venicepizzahouse.com) in San Diego, owner Joseph LoMedico learned his sausage skills as a child in Italy; refrigeration wasn’t a given, so he watched sausage makers in local butcher shops. To this day, he follows a similar from-scratch process, making 120-pound batches once per week: He purchases pork shoulder or butts, cuts up the

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meat in small pieces, and mixes in seasoning, including coarse pepper, salt and fennel seeds. “You don’t want the sausage to be too lean—that makes the product dry,” he says. “A little fat makes it moist and juicy.” Though he used to make sausage in bulk and in casing, he found that the quality of the casing varied, so he sticks to bulk now—ideal for pizza toppings (sausage outsells pepperoni at his location) as well as pasta dishes. Of course, making your own sausage offers another benefit: the opportunity to experiment. Although he doesn’t use alternate recipes in his pizzeria, LoMedico says that, at home, he’ll try adding different ingredients—such as cheese, parsley, tomato or wine—to his sausage for extra flavor. Randolph, meanwhile, has noticed that sausage is becoming a regional item; restaurants in the Southwest are making smoked jalapeño and cheddar sausages, while East Coasters favor fennel-infused summer and Polish sausages. So you might want to experiment with adding favorite local flavors to your product. You can also experiment with different types of meat, from boar to turkey.

Supplier Savvy Not every pizzeria will want to—or even be able to—make its own sausage from scratch, but with the range of suppliers and flavor profiles available today, there are plenty of premade options. “Two benefits of using a supplier are consistency and labor,” Motsinger notes. “The meat has a consistent quality that

AURELIO'S

At Aurelio's, half of the pizzas sold chainwide feature the company's famous sausage.

Online Ordering

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“This product is special for our brand—50% of the pizzas sold chainwide have sausage, outselling pepperoni two-to-one.” —Kirk Mauriello, Aurelio’s Pizza

A great-tasting sausage can be a popular component of a variety of specialty pizza recipes.

you can count on, and the saved labor means you can put extra effort into other areas, all without losing quality.” Motsinger says he considers four factors when purchasing sausage from a supplier. “Quality always comes first. Then I examine taste, consistency and price, in that order, and make my decision from there.” When shopping around, he suggests evaluating the three crucial components of a great sausage: aroma, flavor and texture. At the historic Denino’s (deninos.com), with locations in Staten Island, New York, and Brick, New Jersey, owner Michael Burke says his pizzerias go through so much sausage that it wouldn’t be feasible to make their own. Instead, the company has obtained product from the same pork store for 30 years, helping maintain consistency between both locations and ensuring freshness. “Their sausage is never frozen and homemade, without too much fat,” Burke says. “You can tell the product is fresh by the color; it should be a bright color, not brown or tinted.” Patxi’s Pizza (patxispizza.com), based in Sausalito, California, with 11 locations in its home state and Colorado, also opts for

the simpler route of obtaining sausage from a supplier. “I give kudos to anyone making their own, but to make the sausage and maintain consistency for all of our stores would be a fulltime business,” laughs co-founder Patxi Azpiroz. Fortunately, he needn’t sacrifice quality or flavor: Azpiroz purchases cured sausages from a local company, Zoe’s, which makes naturally cured artisan meats, while a traditional Chicago-style sausage, infused with fennel and garlic, is shipped in from the Windy City for authentic flavor. “Good cuts of meat and freshness are important for high-quality taste, and a natural curing process serves customers who are allergic to the nitrates used in many sausages,” he explains. These two varieties of sausage also allow for menu maximization—the Chicago-style brand is used for pizza toppings only, while chorizo and other Zoe’s meats are used for a charcuterie plate, pizzas, appetizers and salads. Finally, when buying from a supplier, Randolph suggests asking about three components of the process: from where the meat is sourced, what spice company is used (aging is “a huge factor” when it comes to spices, so make sure the spices are never older than three months), and whether the company uses filtered water, which is preferred.

A Middle Ground

NICK'S PIZZA & PUB

Nick's Pizza & Pub works with a local company to produce sausage using the pizzeria's proprietary recipe.

In the Chicago area, where sausage is the best-selling topping, some pizzerias are thinking outside the box when it comes to production. Nick’s Pizza & Pub (nickspizzapub.com), with two locations in Crystal Lake and Elgin, Illinois, buys its No. 1 topping from a local company, but the sausage is made to the pizzeria’s specifications, using a recipe that has been in owner Nick Sarillo’s family for generations. “We order a few hundred pounds and get two deliveries per week of bulk sausage that we piece out as we make each pizza,” says Jenny Petersen, COO of Nick’s. This allows for consistency between the two locations while still giving the pizzeria an edge with a proprietary product made just for them. “Sausage is such an important product to us, so the recipe needs to be right on—and, with the amount we go through, it’s convenient to have them make it for us,” Petersen says. September 2013

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Aurelio’s Pizza (aureliospizza.com), based in Homewood, Illinois, and in business for nearly 55 years, takes its sausage seriously—with 41 locations nationwide, the business goes through 11,000 pounds per week, and its Italian sausage has been selling in retail locations since 2010. The sausage was manufactured by John & Sons (owned by a friend of founder Joe Aurelio) since 1973, but when the manufacturer wanted to retire in 2008, Aurelio’s purchased the sausage manufacturing plant to keep its signature topping intact. “This product is special for our brand—50% of the pizzas sold chainwide have sausage, outselling pepperoni two-to-one,” notes Kirk Mauriello, director of franchising for Aurelio’s. “The main benefits to having our own plant are control over its unique flavor and consistency throughout all of our locations.” Utilizing a high quality of pork and a special spice mix, the sausage is placed on the pizza raw and cooks with the pizza, which keeps the flavor in; to streamline the process, Aurelio even helped develop a machine (dubbed “The Monster”) that deposits sausage on pizzas for faster production. As these pizzerias demonstrate, with the proper procedures in place and a great-tasting, unique product, your sausage can

AURELIO'S

With 41 locations nationwide, Aurelio's Pizza goes through 11,000 pounds of sausage per week.

be a huge hit with customers. It can also become a trademark ingredient of your brand, bringing in new business, media attention, local and national awards, and a loyal customer base. When you’ve hit on the right formula, don’t hesitate to call it out on your menu, get creative with ways to use it in a variety of dishes, and post mouthwatering pics on your social media; sausage lovers will do the rest of the work by coming back for more! Tracy Morin is PMQ's senior copy editor.

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feature story Viva ElVito!

Vittorino “Elvito” Tessaro has rocked the World Championship of Pizza’s bread-sculpting contest every year since 2009 with Elvis tributes, including sculptures of the King riding a motorcycle, kneeling in an iconic pose with a pizza pan and paddle, and cruising in his trademark Cadillac. DANIEL PEREA

60 PMQ Pizza Magazine The Pizza Industry’s Business Monthly

Viva Elvito! Vittorino Tessaro, the pizza making Elvis of the Italian Alps, has a burning love for sculpting dough in tribute to the King. By Alice Tessaro

lvis Presley loved pizza. Many pizza makers love Elvis. But a pizzaiolo in Recoaro Terme, Italy, probably loves Elvis more than most. Christened Vittorino Tessaro, he is better

known to his friends as Elvito, the pizza making Elvis of the Italian Alps. He wears his hair like Elvis. He sports mutton-chop sideburns like Elvis. He even carves sculptures of Elvisâ&#x20AC;&#x201D;but these sculptures are unlike any tribute to the King youâ&#x20AC;&#x2122;ve seen before.

DANIEL PEREA

September 2013

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A fan of Presley since he was a teenager, this amiable and capable pizza maker eventually decided to use his on-the-job skills to honor the myth of the king of rock-and-roll. But it didn’t happen right away. As owner of Trattoria Pizzeria ai Menarini (pizzeriamenarini.it), Tessaro started out by participating in local pizza making competitions, frequently bringing home top honors for his pies. He soon earned a reputation for great-tasting and aromatic pizzas, made with highquality flour and garnished with healthy,

locally grown ingredients, the result of a deeply personal style honed from many years of experience—not to mention, he notes, a great deal of experimentation. As Tessaro delved further into what he calls “this magical world” of pizza making, he learned about the World Pizza Championship, then held in Salsamaggiore, Italy, each year. In 2007, he opted to share his pies with the world. “It was a really exciting experience indeed,” Tessaro says. He relished the challenge of competing against some of the best pizza

62 PMQ Pizza Magazine The Pizza Industry’s Business Monthly

makers from every corner of the globe, but one event in particular—the bread sculpting contest—brought out the artist in him.

Edible Art Bread sculpting is just what it sounds like: fashioning sculptures out of baked bread or pizza dough—the more realistic-looking, the better. Entries at the World Championship of Pizza have ranged from elaborate castles and nude Greek gods to the Statue of Liberty and a pizza-wielding Napoleon on horseback. In 2009, Tessaro entered his first sculpture of the King, decked out in fringed bell-bottoms and kneeling in an iconic pose, with a pizza in one hand and a paddle in the other. “It was not an easy job,” Tessaro says, “because it was a very large thing, made up with a lot of kilos of dough and a heavy structure to support it. It was also difficult to recreate those typical details of the king of rock-androll in 1970s style, enriched with fringes, pearls, trinkets and the unmistakable tuft of hair.” But Tessaro obviously did something right: The sculpture won second prize, and Tessaro couldn’t help falling in love (sorry, we couldn’t resist) with the medium. “This event pushed me to be more daring,” he says. “And the next year? Elvis again, of course, but the challenge was bigger this time—he was riding his Harley, life-size, obviously. The results were better, thanks to the previous experience and the original idea. But the work was doubled: Besides making a man with pizza dough, it was necessary to make or, rather, build the King’s bike so that, when you got close to it, you seemed to hear its motor roaring while Elvis sang the notes of ‘Heartbreak Hotel.’” The hog-riding Elvis sculpture earned another second-place win. A few years later, Tessaro’s dough-sculpted Elvis cruised back into town with an even cooler set of wheels—a Cadillac. Two meters in length and intricately detailed, the sculpture (somewhat smaller than life-size this time) depicted Elvis at the steering wheel of a car with functioning doors, hood and trunk. There was a

DANIEL PEREA

(Top to bottom) Bread sculptures at the World Championship of Pizza pay tribute to the Statue of Liberty and the feudal age; suspicious minds wondered why Tessaro’s rendition of Elvis’ Cadillac didn’t win a prize.

pizza-shaped motor in the hood, luggage in the trunk and a guitar and records in the back seat. “I wanted to represent Elvis on a trip,” Tessaro says. “Destination: Parma!” Like his previous sculptures, every individual piece of the Elvis-and-his-Caddy sculpture was fashioned from real pizza dough. “You can even smell the aroma,” Tessaro says. “The addition of whole-wheat flour helps create the darker colors, which are necessary to distinguish the different parts as well as some key details. To support all of this dough, I had to build a structure made with wood, aluminum, paper and a lot of glue. All the rest, though, from the smallest to the largest detail, is nothing but baked pizza dough. It’s completely edible, just as the rules require!” Although a crowd favorite, the Cadillac didn’t earn a prize, but Tessaro wasn’t all shook up by the loss. “Who knows? Elvis is probably smiling down from rock-androll heaven, wanting to see me create something bigger for the next contest,” he says. Meanwhile, Tessaro hopes to visit the United States one day, make a pilgrimage to Graceland and see Elvis’ real 1955 pink Cadillac for himself. “Since I was a teenager, one of my dreams has been to fly overseas to Memphis,” he says. “I would love to visit the King’s favorite places and even meet some of his relatives who still live there. That would be incredible.” Alice Tessaro is Vittorino’s daughter and No. 1 fan.

Click here to view video footage of Elvis’ Cadillac.

September 2013

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idea zone Red Shift

a d v e r t o r i a l

RedShift Offers Voice-Enabled Technology for Apps The next giant step in online pizza ordering is here! RedShift, a company that specializes in voice recognition technology, is making it easier—and faster—for customers to order pizza online or with smart devices. The technology is available to pizzeria companies—whether chains or independents— looking to improve their mobile apps and make them more customer-friendly. Using a pizzeria app with RedShift’s voice recognition technology, customers can simply speak their orders into their smart devices, and the transaction is completed in seconds. Customers do not need to download any special software—they can simply download their RedShift-enabled mobile app and start speaking their pizza order. RedShift’s service is similar to Apple’s Siri, but RedShift takes the information-sharing process a step further and puts the customer in command. If your pizzeria uses RedShift’s speech recognition engine, customers could launch your mobile app and immediately begin speaking their pizza orders and complete the online transaction. RedShift’s technology can also make the ordering process safer, as orders can be completed in a mobile environment without the customer having to take his hands off the wheel or eyes off the road. RedShift’s voice recognition technology works with smartphones, tablets andHalf even desktop computers. It1 allows customRedshift Page Ad (Final 2).pdf 8/2/13 1:37 PM ers to place any type of order, including half orders, appetizers

and specialty pizzas. Even customized pizza orders will be recognized with accuracy. The service can also be customized to offer upsell options such as soda and breadsticks. Even though every pizzeria solution is customized, the cost is very affordable. After a one-time setup fee, pricing is based on pay-by-performance. Your voice-enabled app can be up and running within 30 days. Each pizzeria will receive a customized voice recognition solution designed specifically for its menu and needs. RedShift can also accommodate pizzerias that run weekly specials or make frequent menu changes; simply let them know about the changes, and they can convert your specials or add new menu items almost instantaneously. As more customers embrace voice technology, they will expect your mobile app to be voice-enabled. It enhances the customer experience and, thus, boosts online revenue. It makes your mobile app easier to use, which drives customer frequency within your target audience. Finally, it’s perfect for companies that are currently designing a mobile app and for companies looking to add voice recognition to an existing mobile app. For details on RedShift’s voice recognition technology, call 720-884-6853, visit redshiftcompany.com or send an email to sales@redshiftcompany.com. To view a demonstration, visit redshiftcompany.com/pizza.

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The pizza exchange product spotlight

Fidelity Communications This 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

Delta Range

CTX New from CTX, the DZ33I Split Belt Oven’s structure allows ovens to be double- and even triple-stacked, all with split-belt capabilities, which means six different speeds for creating huge menu flexibility for all restaurant owners. The oven reduces idle time by changing speeds and temperatures and minimizes wait time for the customer. Its long-range infrared technology allows for a more even and consistent cook on all products. 847-429-7756, ctxautomation.com

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Delta Range builds excellent and affordable pizza deck ovens, plus a full line of ranges, griddles, charbroilers, refrigerated displays, walk-in coolers and deli cases. With its all-in-one “cook station,” currently in development, Delta Range will be the only company to offer a range with burners, griddle, charbroiler and fryer in the top section and two ovens underneath. This range, which will have a smaller hood, could save operators thousands of dollars and will be available next year. 800-607-0450, deltarange.com

Lillsun Pizza Peels Lillsun has manufactured pizza peels for 62 years. Every peel is made of high-grade, well-seasoned hardwood and manufactured in the United States. Lightweight, durable and easy to use, Lillsun peels come in many different styles and sizes, from make-up peels used to assemble the pie before it goes into the oven to several styles of take-out peels. Lillsun has peels for every type of pizzeria and every type of oven, and the company is a proud sponsor of the U.S. Pizza Team! 260-356-6514, lillsun.com 66 PMQ Pizza Magazine The Pizza Industry’s Business Monthly

ADVANCING THE POWER OF VOICE RedShift Online ordering is the fastest-growing segment within the restaurant industry. With RedShift’s voice recognition technology, customers can simply speak their order into your mobile app, and the transaction is completed in seconds. Voice-enabling your mobile app increases the customer experience within your target market, resulting in increased online revenue. 720-884-6853, redshiftcompany.com

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The Pizza exchange bulletin board

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The Pizza exchange bulletin board

advertiser index September 2013 Advertiser

Phone Website

Page

AM Manufacturing . . . . . . . . . . . . . . . . . . . . . . . 708-841-0959 . . . . . . ammfg.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 25 American Baking Systems . . . . . . . . . . . . . . . . 319-373-5006 . . . . . . . abs1.net . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 32 Avantec Ovens . . . . . . . . . . . . . . . . . . . . . . . . . . 800-322-4374 . . . . . . . avantecovens.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . 41 Bay State Milling . . . . . . . . . . . . . . . . . . . . . . . . 800-553-5687 . . . . . . baystatemilling.com . . . . . . . . . . . . . . . . . . . . . . . Cover 2 Breakaway Restaurant Solutions . . . . . . . . . . 817-299-4500 . . . . . . . breakawaypos.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . 69 Burke . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 800-654-1152 . . . . . . burkecorp.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 35 Bellissimo . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 800-813-2974 . . . . . . . bellissimofoods.com . . . . . . . . . . . . . . . . . . . . . . . . . . 21 ChowNow . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 888-707-2469 . . . . . . . chownow.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 68 Delivery Bags USA . . . . . . . . . . . . . . . . . . . . . . 888-501-2247 . . . . . . deliverybagsusa.com . . . . . . . . . . . . . . . . . . . . . . . . . . 72 Escalon . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 888-ESCALON . . . . . escalon.net . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 11 EZ Dine . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 877-853-1263 . . . . . . ezdinepos.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 73 Fruit Fly BarPro . . . . . . . . . . . . . . . . . . . . . . . . . . 888-282-3079 . . . . . . . fruitflybarpro.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 40 Fontanini . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 800-331-6370 . . . . . . . fontanini.com . . . . . . . . . . . . . . . . . . . . . . . . . . . Cover 3 GetCustomers4Life.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . getcustomers4life.com/pmq-app . . . . . . . . . . . . . . . . 15 Grande Cheese . . . . . . . . . . . . . . . . . . . . . . . . . 800-8-GRANDE . . . . . grandecheese.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3 HTH . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 800-321-1850 . . . . . . hthsigns.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 70 IBIE . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . ibie2013.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 50, 51 La Nova . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 716-881-3366 . . . . . . lanova.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Cover 4 Le 5 Stagioni . . . . . . . . . . . . . . . . . . . . . . . . . . . . 800-780-2280 . . . . . . . le5stagioni.it . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 29 Lillsun . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 260-356-6514 . . . . . . lillsun.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 63 Liguria. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 800-765-1452 . . . . . . . liguriafoods.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 49 MF&B Restaurant Systems . . . . . . . . . . . . . . . 888-480-EDGE . . . . . edgeovens.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 42 Marsal & Sons . . . . . . . . . . . . . . . . . . . . . . . . . . 631-226-6688 . . . . . . marsalsons.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 62 Menu Express . . . . . . . . . . . . . . . . . . . . . . . . . . . 856-216-7777 . . . . . . . themenuexpress.com . . . . . . . . . . . . . . . . . . . . . . . . . . 74 Merchant Capital Source . . . . . . . . . . . . . . . . . 866-969-7878 . . . . . . . merchantcapitalsource.com . . . . . . . . . . . . . . . . . . . . . 39 Meridian Star . . . . . . . . . . . . . . . . . . . . . . . . . . . 855-853-6485 . . . . . . meridianstarms.com . . . . . . . . . . . . . . . . . . . . . . . . . . . 59 Microworks . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 800-787-2068 . . . . . . . microworks.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9 Middleby Marshall . . . . . . . . . . . . . . . . . . . . . . . 877-34-OVENS . . . . . . wowoven.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7 MMP Marketing Group . . . . . . . . . . . . . . . . . . . 866-889-8745 . . . . . . . mmpmarketinggroup.com . . . . . . . . . . . . . . . . . . . . . . 72 Moving Targets . . . . . . . . . . . . . . . . . . . . . . . . . . 800-926-2451 . . . . . . movingtargets.com . . . . . . . . . . . . . . . . . . . . . . . . . . . 19 Mypizza.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . 888-974-9928 . . . . . . . mypizza.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 49 NJ Restaurant Equipment Corp . . . . . . . . . . . . 888-770-4479 . . . . . . . njrecorp.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 31 North American Bancard . . . . . . . . . . . . . . . . . 866-481-4604 . . . . . . nynab.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 71 One Click Diner . . . . . . . . . . . . . . . . . . . . . . . . . 877-328-8040 . . . . . . . oneclickdiner.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 70 One Two 3 Print It . . . . . . . . . . . . . . . . . . . . . . . 888-800-4455 . . . . . . 123printit.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 69 PDQ Signature Systems . . . . . . . . . . . . . . . . . 877-968-6430 . . . . . . pdqpos.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 56 Perfect Crust . . . . . . . . . . . . . . . . . . . . . . . . . . . . 800-783-5343 . . . . . . . perfectcrust.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 70 Petra Molino Quaglia Flour . . . . . . . . . . . . . . . 631-804-1879 . . . . . . . farinapetra.it/benvenuto/eng_petra.html . . . . . . . . . . . 69 Pizzaovens.com . . . . . . . . . . . . . . . . . . . . . . . . . 877-367-6836 . . . . . . . pizzaovens.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 23 Pizza Skool . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 517-395-4765 . . . . . . . traintogreatness.com . . . . . . . . . . . . . . . . . . . . . . . . . . 55 RedShift . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 720-884-6853 . . . . . . redshiftcompany.com . . . . . . . . . . . . . . . . . . . . . . . . . . 64 Restaurant Depot . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . restaurantdepot.com . . . . . . . . . . . . . . . . . . . . . . . . . . 33 Stanislaus . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 800-327-7201 . . . . . . . stanislaus.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4, 5 Sunray Printing . . . . . . . . . . . . . . . . . . . . . . . . . . 320-492-3017 . . . . . . sunrayprinting.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . 59 Univex . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 800-258-6358 . . . . . . univexcorp.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . 45, 58 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.

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The pizza exchange Pizza Industry Resource Guide Grab a direct weblink to every advertiser in this guide at PMQ.com

advertising

Use Simple Marketing Technology to...

OR MEET BEAT 5-YEAR GOALS

You must read this!

Learn 3 EASY STEPS You Can DO TODAY!

“The Pizzaman’s

Marketing Blueprint”

computer systems: point of sale

FREE! ($75 value) + BONUS VIDEO

getcustomers 4 life.com Redshift Backpage Ad (Draft 1).pdf

Or Call 24/7 voicemail:

1-888-978-3117 1

8/2/13

2:59 PM

Apps

Mobile Voice Recognition For Hands Free Ordering www.redshiftcompany.com (720) 884-6853 baking schools AMERICAN INSTITUTE OF BAKING..........................................................Manhattan, KS 785-537-4750.................................................................................Fax: 785-537-1493

cheese

WE’RE IN TOUCH WITH YOUR POS NEEDS. ■ ■ ■ ■ ■

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

Integrated Inventory Management Marketing Systems Result Mapping Online Ordering System and much more!

817.299.4500 sales@BreakawayPOS.com www.BreakawayPOS.com

All The Tech Your Pizzeria Needs Tablet and Traditional Point-of-Sale • Integrated online & smartphone ordering •

• •

CALL FOR A DEMO TODAY!

76 PMQ Pizza Magazine The Pizza Industry’s Business Monthly

Self Serve Kiosk ordering Automated customer loyalty marketing

800.750.3947 www.granburyrs.com

The pizza exchange Pizza Industry Resource Guide

$99 POS SYSTEM

Meridian Star offers a $99 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 restaurant management software, all at no cost.

consulting As Seen in Product Spotlight!

Credit Card Processing

855-853-6485, meridianstarms.com

crusts Bakerâ&#x20AC;&#x2122;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

September 2013

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The pizza exchange Pizza Industry Resource Guide dough Cont.

dough trays/proofing trays dough dividers/rounders

• Dough Trays – extremely durable and airtight! Outlasts All Other Dough Trays • Dough Tray Covers – designed to fit! • Plastic Dough Knives – two ergonomic designs! • 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 68285 1x3.5 Pizza Ad outlined.pdf Gluten-Free All-Purpose Flour, Custom-blends and Co-Packing 1 1/23/12 6:56 AM Dedicated production area for exceptional purity...........................................................800-55-FLOUR

dough presses, rollers

flour

78 PMQ Pizza Magazine The Pizza Industry’s Business Monthly

The pizza exchange Pizza Industry Resource Guide flour ConT.

gelato

(888) 316-1545 www.stefanosgelato.com

True Artisan Gelato

gluten-free products

W H O L E S O M E

D E L I C I O U S ™

food distributors hygiene

A FLY KILLER Kills all flies, cockroaches & spiders Guaranteed elimination

888-282-3079, or 631-237-1414 www.fruitflybarpro.com

insurance

Pizzapro..............................................................Low cost pizza delivery insurance program Contact Julie Evans (717) 214-7616..............................................................www.pizzapro.amwins.com

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

The

Pizza Pages franchising 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.

708-957-2300 • www.ifranchisegroup.com

Pizza industry vendors, reach the pizza owners and decision makers online 24/7 thepizzapages.com

Listing Includes: ®

FRANCHISE CONSULTANTS

Company Info • Logo • Three Catagories • One Year Listing Two product pictures w/brief description

Call Brandy at 662-234-5481 ext 127

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The pizza exchange Pizza Industry Resource Guide machinery/ovens/equipment

80 PMQ Pizza Magazine The Pizza Industryâ&#x20AC;&#x2122;s Business Monthly

The pizza exchange Pizza Industry Resource Guide marketing ideas Cont.

meat toppings

magnets

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

mailing services

menu boards

management 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

keep more of your hard earned dough! 3 money saving programs:

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

American Baking Systems

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.

319-373-5006 • www.abs1.net

• • • •

Spiral Mixers Planetary Mixers Dough Sheeters Deck Ovens and more!

pmq.com/Recipe-Bank/

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The pizza exchange Pizza Industry Resource Guide mobile catering trucks/units

online ordering

moisture-absorbent toppings conditioner

pizza boxes

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 box liners

Pizza Training

on hold marketing

82 PMQ Pizza Magazine The Pizza Industryâ&#x20AC;&#x2122;s Business Monthly

The pizza exchange Pizza Industry Resource Guide pizza delivery thermal bags

September 2013

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The pizza exchange Pizza Industry Resource Guide pizza delivery thermal bags

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. Fired Up Kitchens ...................................PO Box 698........................ Bedford Hills, NY 10507 914-733-2845.................... info@firedupkitchens.com..........www.firedupkitchens.com 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

pizza ovens 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 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 84 PMQ Pizza Magazine The Pizza Industry’s Business Monthly

The pizza exchange Pizza Industry Resource Guide pizza ovens Cont.

pizza pans

Inventor of

The Quik-Disk™

The best screen replacement since 1989. LLOYD INDU STR IES ®

100’s OF SMART PIZZA PRODUCTS ONLINE!

Buy Direct and Save $$ • www.lloydpans.com • 1-800-748-6251

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 • Livonia, Michigan 48150 (734) 421-1060 • FAX: (734) 421-1208 www.paprod.com pizza peels

pizza supplies

• Pizza Preparation and Delivery Products •

The

Pizza Pages

Pizza industry vendors, reach the pizza owners and decision makers online 24/7 thepizzapages.com

Listing Includes:

National Marketing, Inc.

www.nminc.com 800-994-4664

734-266-2222

Fax: 734-266-2121

Manufacturers’ Direct Pricing • Call or order online • We export

Company Info • Logo • Three Catagories • One Year Listing Two product pictures w/brief description

Call Brandy at 662-234-5481 ext 127

pmq.com/Recipe-Bank/

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The pizza exchange Pizza Industry Resource Guide pizza supplies

printing

We Will Beat Any Advertised Menu Deal Full Color Glossy TakeouT Menus

11 x 17 ~ PrinTed Full Color on BoTh sides ~ 80 lB Glossy PaPer SPECIAL # 1 (everyday)

DESSERTS

PRSRT STD ECRWSS U.S. Postage PAID EDDM Retail

6 pcs. of Reg. pizza 7 - Boneless Wings 2 - Desserts and 1 - 2 liter of pop

INGREDIENTS...

$ 16.00

FULL SERVICE CATERING SUNDAY IS TRAY DAY AT G’s Mama PIZZA

ALL FOR ONLY

$ 19.95

(pick up only)

Local Postal Customer

Mama G’s Catering is a full line caterer that will come to your home, your business or you can come to us at the Greek Church ( Hellinic Steubenville where we cater. Hall ) in downtown

All food is homemade, just like Mama used to make, and we specializing in roast beef, all kinds of chicken, pork, pasta, are a full line caterer superb salads, and fantastic desserts just to name a few delicious side dishes, We can prepare anything you of our more popular items. want. Weddings? Graduations? Baptisms? Funerals? Business Meetings? Parties? No matter what the Christmas occasion, let Mama do the cooking for you. From 30 over 300 people we will provide to the best of the best in food service to you at a price that can’t be beat.

THIS GOOD

ALL FOR ONLY

1 tray of Reg. Pizza (28 pieces) and 1 - 2 liter of pop

10,000

Full Service Catering Available

ECRWSS

Our selection of delicious Sara Lee Bistro Collection Desserts vary, please ask your server for selections. $2.75 each or 3 for $7.50

ONLY THE FRESHEST

$ 16.00

...CAN MAKE A PIZZA

ALL FOR ONLY

SPECIAL #2 (everyday) 14 pcs. of Reg. Pizza 1 order of Cheesy Garlic Bread and 1 - 2 liter of pop

G’s MamaZA PIZ

Home Delivery and

25,000

Phone Orders are

Lowest Prices Guaranteed WELCOME HOURS:

Sun—Sat 4pm—Midnight

50,000

100,000

$895 $1295 $2350 $3950

Shipping Not Included

Free Custom Design ~ Free Folding Free Trimming ~ Free Typeset ~ Free Setup Please Mention this Ad When You Order

1,000 Full Color Business Card Sized Magnets 25 mil ~ 3½” x 2” Food Flyer

FREE DESIGN with any menu order

We Design & Print & You Mail Your 11 x 17 Takeout Menu for only

16¢ FREE REPORT

Postage

per EDDM mailer

10¢ each +s&h

P FREE (EDDM) mailing permit P FREE restaurant & mailing consultation P Low Cost ~ High Quality Printing P No Postage up front P No Contracts P Pay postage as you go !!!

EvEry Door DirEct SEcrEtS rEvEalED !!! Read it now at - www.takeoutprinting.com

Some restrictions may apply, limited time offers, call for details

No shading/shadow Visit Our Website for Our Free Reports, Photo Library & Restaurant Marketing Ideas

www.takeoutprinting.com

Stock Design or Custom Print Paper Plates, Souvenir Cups, Plastic Cutlery, Pizza Lid Supports and Much More!!!

1 - 845 - 564 - 2609

Gray, no shading

No shadow

1 - 877 - 25 - PRINT (77468)

One Color Solid Shadow

800-323-3547 • www.BerkleySquare.net

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 The

Pizza Pages

Pizza industry vendors, reach the pizza owners and decision makers online 24/7 thepizzapages.com

Listing Includes: Company Info • Logo • Three Catagories • One Year Listing Two product pictures w/brief description

Call Brandy at 662-234-5481 ext 127

pmq.com/Recipe-Bank/ 86 PMQ Pizza Magazine The Pizza Industry’s Business Monthly

Actual 3D Non-Vector

The pizza exchange Pizza Industry Resource Guide

E S A E R INC printing Cont.

JOIN THE

Your Profit UR SALES O Y BEST CHOICE PRINT & MAIL PROGRAM

Every Door Direct Mail TM

Relax let us do It all for you  11” x 17” Large Menu or Large Post Card 6” x 11”  High Quality FULL COLOR PRINTING  FREE High Quality Photo Library to chose from  FREE Folding (your choice)  FREE Mapping  All USPS® Paper Included  Postage Included  Deliver to Homes  Deliver to Businesses (if you choose to)

ALL AT THE LOWEST PRICE

Nobody will beat our prices! We always beat our competitors Pricing!!!

CALL 800-783-0990 NOW!

September 2013

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pmq.com 87

The pizza exchange Pizza Industry Resource Guide refrigeration

specialty foods Castella Imports, Inc. ................................................................................... www.castella.com 60 Davids Drive, Hauppauge, NY 11788.................................................................................866-Castella

spice formulation, blending & packaging Castella Imports, Inc. .................................................................................. www.castella.com 60 Davids Drive, Hauppauge, NY 11788.................................................................................866-Castella

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

McClancy Seasoning............................................................One Spice Road, Fort Mill, SC 29707 Contact: Dominic Damore..................................................................... dominic.damore@mcclancy.com 800-843-1968..........................................................................................................info@mcclancy.com

sticky notes

Super Dough Bowls

SUPER DOUGH BOWLS Non Stick • Easy to Clean • FDA Approved Plastic Heavy Weight • Last 10X longer than metal! Replace your dented ones TODAY !

MADE IN THE USA Manufacturer’s Direct Pricing Free Sample Available - $15 del/hand REBATED on first order. email us at: bhausen@aol.com

Call Sid

516-546-7744 telephone equipment/supplies/service

THE ONLY PHONE SYSTEM SPECIFICALLY DESIGNED FOR A PIZZERIA

security

• FREE Phone System • UPSELL every customer • UNLIMITED Phone Lines • REDUCE Hangups • UNLIMITED Phone Calls • INCREASE Customer Satisfaction • 60 Days of FREE Professionally-Recorded Messages • Only $199.99 per month - includes phone system and phone service

866-317-7396

www.pizzaphonesystem.com Specializing in voice and data communications service, repair, installation, sequencers and on-hold messaging.

GUARANTEED LOWEST INDUSTRY PRICE!

www.fidelitycom.com.........................800-683-5600

88 PMQ Pizza Magazine The Pizza Industry’s Business Monthly

The pizza exchange Pizza Industry Resource Guide tomato products

ventilation

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DEPARTMENT time capsule

DeLucia’s Brick Oven Pizza From its horse-and-buggy beginnings in 1917, this New Jersey bakery-turned pizzeria has been thriving for nearly a century. When Constantino DeLucia arrived in the United States from Naples, Italy, as a teenager and went to work at a bread bakery, little did he know he was honing skills that would set the course for generations of his descendants. After running a small bakery and doughnut shop in Somerville, New Jersey, he opened a location in nearby Raritan in 1917, crafting bread loaves that he’d sell by horse and buggy as far as 20 miles away. By 1935, pizza was added to the operation, and in the ’50s, Constantino converted to an all-pizza menu. “He figured that he could make more money with pizza,” recounts Christian DeLucia, great-grandson of Constantino and current manager of DeLucia’s Brick Oven Pizza (deluciasbrickovenpizza.com). “He worked at the business literally until the day he died in 1978.” Today, the business is still family-run: Constantino’s grandsons, Allan and Joseph (at 68 and 70 years old, respectively), make the dough each day while Christian mans the cavernous, nearly 100-year-old brick oven where Constantino used to bake 250 bread loaves at a time. The menu remains stripped down, with only pizza, calzones and two salads, and the family has never advertised, relying solely on word-of-mouth. But that doesn’t suggest a lack of innovation; DeLucia’s was an early purveyor of frozen pizzas in the 1950s and still sells them in local supermarkets, convenience stores and bars. “We have reasonable prices, and no one can duplicate our product,” Christian says. “Our pizza has been exactly the same forever, and we have customers who have been coming in for 65 years.” With a mere 10 tables and no delivery, the pizzeria is a compact powerhouse, attracting customers from miles around. It also garners its share of media attention, as when DeLucia’s got awarded Best Plain Pizza in the state by the Munchmobile Pizza Patrol in 2010. “It was kind of overwhelming to get that award, but we just do what we do,” Christian says. “We’re very old-school, but I wouldn’t change it. Simple is easy.” —Tracy Morin

(Top to bottom) Constantino DeLucia (right) works in the bakery with an employer in the 1930s; Joe, Constantino’s son, places a pie into the brick oven; Constantino and Joe pose in front of the oven; Joe works with dough in the pizzeria.

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

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Must-Have App Pizza dominates food ordering via smart devices, according to a 2013 industry study. By Rick Hynum

hen Americans order food via mobile apps, their No. 1 choice by far is pizza, according to “Mealtime Goes Mobile,” a study conducted by the Interactive Advertising Bureau (IAB) and Viggle, a company specializing in TV-related apps. The study, which was released in January 2013, demonstrates that the mobile app is rapidly becoming a must-have tool for restaurant marketing. “Having an app is no longer

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a novelty—at this point, not having a mobile ordering app will impact your business,” says Christopher Webb, CEO and founder of ChowNow. According to the IAB/Viggle survey, 69% of those polled have ordered food via the mobile Internet at least once. Fortyfour percent of those surveyed regularly use a smartphone or tablet to look up a restaurant’s phone number, while 39% use it to view menus and 38% log on to find the restaurant’s location.

Moreover, 50% of smartphone users have at least one restaurant-specific app while 55% have at least one “multirestaurant” app, such as Yelp. Finally, 72% of the respondents said they have ordered pizza with an app, making it the hands-down favorite. Sandwiches and burgers came in a distant second at 31%, tied with Chinese food. “For customers, the most requested feature (on a restaurant app) is ordering,” Webb notes. “Allowing customers to order through a mobile app provides real utility and gives customers a reason to use the app over and over. Recent studies have shown that customers tend to order more frequently from a restaurant when they have its mobile app on their phone. And once an app has an ‘anchor’ utility like ordering, then additional non-core features can be added, such as social media feeds and push notification marketing.”

The IAB/Viggle study seems to validate the claim that apps are becoming a restaurant marketing essential. “Restaurant and fast-food chain marketers should pay close attention to this trend and take advantage of the opportunities that mobile offers, making it a key part of their ad-buying strategy,” says Anna Bager, IAB’s vice president and general manager of the Mobile Marketing Center of Excellence. Greg Consiglio, president and COO of Viggle, agrees. “Mobile users are clearly looking for benefits to motivate them into transitioning their food-ordering experience onto their smartphone or tablet,” he says. “Dining establishments … continue to leverage new incentive-based platforms for ordering via mobile devices, providing their customers with the easiest way possible to place an order.” Rick Hynum is PMQ’s editor-in-chief.

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