AUGUST 2014 | WWW.PMQ.COM
The Five Fundamentals of Delivery Page 40
Sbarro Launches Comeback With Pizza Cucinova Page 48
PIECASSO PIZZERIA & LOUNGE:
AN EXTRAORDINARY PORTRAIT OF PIZZA SUCCESS Page 26
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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 explores how smartphones are changing online ordering; discovers tech-friendly and trendy uniforms; and lists nine ways to fail as a leader. PizzaWithoutBorders.PMQ.com Reporting from Paris, Missy Green, PMQ’s international correspondent, reports on pizza events, trends and curiosities from around the world. Recently at Pizza Without Borders: Missy offers suggestions for marketing to World Cup fans; examines five Father’s Day promotions from around the world; and explains how creating pizza art can boost your sales.
Pizza TV: Jon Taffer and Adam Carolla Jon Taffer, the star of Bar Rescue, says you can sell two or three drinks to dine-in customers during the 50-minute period they spend eating your pizza. Get some quick tips from Taffer about boosting your beverage sales on PMQ Extra.
SliceofLife.PMQ.com PMQ’s social media director, Melanie Addington, brings you weekly posts on the latest trends and tips in social media. Recently at Slice of Life: Melanie reports on the newest social media trends, tools and apps; explains how to build brand awareness through online giveaways; and shares tips for mastering Twitter.
Pizza 360: Pizza On the Last Frontier Delivery by dogsled? Brian Wildrick, owner of Harborside Pizza, will do whatever it takes to serve his customers in tiny, remote Cordova, Alaska.
Top Social Media Posts Highlights of some of the best social media posts we’ve seen recently: TJ’s Pizza in Regina: Tell us what your 2 favorite pizzas are from TJ’S Pizza, and we will give someone 2 free larges for supper! (99 likes, 548 comments, 2 shares)
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Big Mama’s & Papa’s Pizzeria: [With photo of its famous Giant Sicilian pizza] Picking your first slice is a hard decision. Which slice would you take? Corner, side or middle? (458 likes, 70 comments, 24 shares)
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CONTENTS AUGUST 2014
| May 2014 | Volume 18,
King of the Mountain
AUGUST 2014
Issue 4
26
26
PMQ PIZZA MAGAZINE
ON THE COVER Former ski bum Eduardo Rovetto keeps scaling new peaks of success at Piecasso, a high-energy, SC AL ES NE W PE AK S 7,000-square-foot pizzeria in Vermont ski country. By Rick Hynum PIEC ASS O
PIZZ ERI A
IN VER MO NT
| WWW.PM Q.COM
KING OF THE MOUNTAIN The Five Fundamenta ls Of Delivery
& LOU NGE
Page 40
SKI CO UN TRY
PI EC AS SO
PIZZ ERI A
Sbarro Launc hes Comeback With Pizza Cucin ova
Page 48
& LOU NGE
The Pizza Industry’s
: AN EXTRAO PO RT RA IT RD INA RY PIZZA SU CCOF ES S Page 26
Business Monthly | PMQ.com
FEATURES
36
The Flour Effect Are you using the right type of flour for your style of pizza? You may be able to create a better, more marketable product by switching to a new flour. By Liz Barrett
40
Special Delivery From high-powered POS systems to car toppers and driver training, top operators explain the five key components to a successful pizza delivery program. By Tracy Morin
48
Sbarro Recharged Fresh out of Chapter 11 bankruptcy, Sbarro hopes to bounce back with a pair of new entries: the fast-casual Neapolitan-style Pizza Cucinova and the midscale Brooklyn Fresh. By Rick Hynum
54
Slaying the Neighborhood Goliath— Part 2 Marketing consultant Tom Feltenstein offers 10 outside-the-box promotions to help independents compete with major chains in the second installment of this four-part series. By Tom Feltenstein
58
The World Stage Dough spinning acrobat Jamie Culliton was declared No. 2 on the planet, while his fellow U.S. Pizza Team members also helped America shine at this year’s World Pizza Championship in Parma, Italy. By Rick Hynum
BEN GRUNOW
8
PMQ Pizza Magazine
The Pizza Industry’s Business Monthly
TOPPERS PIZZA
CONTENTS AUGUST 2014
40 PIZZA CUCINOVA
SPECIAL DELIVERY
36
48
SBARRO RECHARGED
THE FLOUR EFFECT
KARA HOFFMAN
DEPARTMENTS 18
In Lehmann’s Terms: From the Screen to the Deck Tom “The Dough Doctor” Lehmann lists several good reasons to start baking your pizza on a screen before finishing it on the deck.
20
New York’s Finest: Pizza Steak
24
Before signing on the dotted line, dig a little deeper into “bundled” deals that appear to offer savings on POS systems.
34
Marketing Maven: How to Prepare for the 4 Cs—Part 1 Pizzeria operators should always have a communications plan in place to help manage key relationships during crises and catastrophes.
Recipe of the Month: Creamy Habanero Pizza Dip This signature recipe combines habanero hot sauce with Italian herbs to create a savory dip that’s a perfect side for every pizza order.
Chef Bruno puts an Italian twist on an American classic to create the Pizza Steak.
22
Accounting for Your Money: Beware of Hidden Fees in Bundled POS Deals
90
Time Capsule: Boston Pizza International An officer in Canada’s fabled Mounties force helped turn this Edmonton, Alberta, startup into a North American powerhouse.
Coming Next Month Appetizers: Re-energize your menu with signature appetizers that can be made inexpensively while commanding a premium price. Boosting Delivery Sales: Take advantage of coffee’s high-profit potential with smartly designed equipment innovations and marketing tactics. Raising Your Prices: In this era of soaring commodity prices, the decision to raise prices isn’t arbitrary—it’s mandatory for survival. Romeo’s Pizza owner Sean Brauser explains how to do it without setting off alarms among your customers.
65 (S1) SmartMarket: A Sponsored Content Section Industry innovators share their insights and expertise to help you attract more customers and sell more pizza.
IN EVERY ISSUE 6
Online at PMQ.com
12
Editor’s Note
Click here to view Pizza TV’s exclusive video coverage of the first-ever Slice of Americana pizza making competition.
14
Letters to the Editor
16
Pizza Press
Click here to view PMQ Extra: The entire Oxford, Mississippi, community pitches in to make Slice of Americana a success.
69
Product Spotlight
77
Advertiser Index
Click here to view in-depth video coverage of the U.S. Pizza Team’s performance at the World Pizza Championship in Italy.
78
Pizza Industry Resource Guide
10 PMQ Pizza Magazine The Pizza Industry’s Business Monthly
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EDITOR’S NOTE RICK HYNUM
Avoiding the “Terrible Tims”
PMQ PIZZA MAGAZINE | May 2014 | Volume 18, Issue 4
AUGUST 2014 | WWW.PMQ.COM
The Five Fundamentals Of Delivery Page 40
Sbarro Launches Comeback With Pizza Cucinova
PIECASSO PIZZERIA & LOUNGE
SCALES NEW PEAKS
Page 48
IN VERMONT SKI COUNTRY
PIECASSO PIZZERIA & LOUNGE: The Pizza Industry’s Business Monthly | PMQ.com
AN EXTRAORDINARY PORTRAIT OF PIZZA SUCCESS Page 26
On the cover: With the support of his wife Sarah (left), Eduardo Rovetto, owner of Piecasso Pizzeria & Lounge in Stowe, Vermont, has achieved picture-perfect pizza success through the art of local marketing. Photo by Ben Grunow
Back in my college days, which lasted a lot longer than I’d like to admit, I went through my share of colorful roommates. I won’t use their real names here, but there was a guy we called “Rambo,” a tall, skinny wannabe soldier of fortune who wore paramilitary camouflage to class and could have passed for a hairier, scarier version of Olive Oyl from the old Popeye cartoons. There was a strapping, blonde-haired Swede who dipped imported snuff and looked like a young (and frequently drunk) Santa Claus, complete with twinkly blue eyes and blushing-red cheeks. And then, for one long, unpleasant summer, there was Tim (again, not his real name), a computer geek before that was cool who delivered pizza at night to fund his Nintendo habit. My problem with Tim was not that he delivered pizza, which, of course, is honorable work. My problem with Tim was that he had no business delivering pizza and must have actually lost his employer more business than he earned. He was, to put it politely, singularly unfit for the job. He could be charitably described as rude, haughty and unkempt; panting and florid, he showed up at customers’ doorsteps wearing a half-untucked shirt and a look of irritation on his sweaty face because he just knew they weren’t going to tip him enough. He’d come home at night and complain endlessly about his job. His manager was stupid, he said, and the pizza makers never got the orders right. Every mistake was someone else’s fault. He delivered some pies to a party one night and thought it would be a good idea to grab a beer from the nearest cooler and kill it before he continued on his rounds. I was there—I witnessed this. I had to pretend I didn’t know the guy. Even my girlfriend at the time—who was usually friendly to everyone—avoided him. She wouldn’t come over to our apartment when he was there. “Tim the Terrible,” she called him. I couldn’t argue. Although technology and consumer tastes have evolved, the basics of the pizza business haven’t changed much since the late 1980s. For operations with a strong delivery component, getting fresh, hot pizzas to customers on time and without errors is as challenging as ever. In this month’s article, “Special Delivery” (page 40), Tracy Morin reviews the fundamentals of effective pizza delivery, such as choosing the right POS system, using your pizza boxes as marketing tools, and, of course, hiring great drivers. At the Toppers (toppers.com) chain, for example, drivers know to bring along little extras— such as paper plates and napkins—for hotel deliveries, while drivers for A Slice of Italy (mysliceofitaly.com), located in Bakersfield, California, even help set the dinner table and pour drinks for one regular customer with a disability. The best driver, as one operator explains, is one who “treats the customer as his own client, not just the pizzeria’s client.” I hope you’ll read Tracy’s article this month and take the experts’ tips to heart. Even if you think you already know everything about delivery, you will probably learn something new and useful. And, if nothing else, I hope you’ll take a good, hard look at your driver staff and make sure you’re not sending any “terrible Tims” to your customers’ doorsteps.
SCAN TO SUBSCRIBE Subscribe to PMQ now! Get your print, digital or mobile edition!
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 L I C AT I O N O F P M Q , I N C .
Still Going Strong My grandfather, Vincenzo Giaquinto, came to New York in 1899 from Napoli, Italy. He began selling pizza in Harlem, New York, at five cents a slice. His son, my dad Vincent, later sold pizza at the 1939 World’s Fair in New York. By 1957, the family relocated to the Bronx, and my dad Vincent and his brother John opened Jovini’s Pizza in West Hempstead, New York. I started my first pizzeria in 1974 in Valley Stream, New York. In 2016, I will have been making pizza for 50 years. I don’t dance or do acrobatics—I’m truly old-school. In 1990, I was named Long Island’s Fastest Pizza Maker for making a 16” pie with sausage and cheese on the board in 12 seconds. I’m now 61 years old and currently make pizzas on Tuesdays at Mick’s All-American Pub in Lititz, Pennsylvania. My heart tells me this belongs not only in your magazine, but in the Guinness Book of World Records! God bless and thank you. Frank J. Giaquinto Lancaster, PA What a great story, Mr. Giaquinto. We feel honored that you chose to share it with us and with our readers. You also mentioned that you’re looking for old photos of yourself and your pizza making family. We look forward to receiving them!
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 Account Executive Tom Boyles tom@pmq.com ext. 122 Account Executive Anna Zemek anna@pmq.com ext 140 Sales Assistant Brandy Pinion brandy@pmq.com ext. 127
Training Future Pizza Makers I’m a former restaurateur of 22 years and decided to become a teacher eight years ago. I run a retail student lounge within a school lunch program, and our pizza and other good stuff are made from scratch by my students daily. Twenty of them have paid jobs in school, thanks to a lot of hard work and a great partnership forged with Aramark, our contract provider. For our demographic of students, this experience— and the paid work—is an essential part of their education and has created many other work and educational opportunities for them. I truly love PMQ and share it with my students to inspire and spawn creativity in them. Keep up the great work! Tony Capozziello Janesville, WI Thank you for the information, Tony. As we discussed via email, we look forward to learning more about how you use pizza (and PMQ) to teach real-world pizza making skills to your students!
MARKETING Social Media Director Melanie Addington melanie@pmq.com ext. 133 ADMINISTRATION Chief Financial Officer Shawn Brown shawn@pmq.com Circulation Manager Sherlyn Clark sherlyn@pmq.com ext. 120 Director of Operations/ Event Coordinator Brian Hernandez brian@pmq.com ext. 129 PMQ INTERNATIONAL PMQ China Yvonne Liu yvonne@pmq.com PMQ Australia-NZ Tom Boyles tom@pmqaustralia.com 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 Feltenstein Tom Lehmann Joey Todaro Ed Zimmerman
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, 612 McLarty Rd., 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
Winner of 5 ASBPE Awards Winner of 4 GAMMA Awards ISSN 1937-5263
Rockstar Pizza: Member since June 2006 ADpizzaguy: Member since January 2007
14 PMQ Pizza Magazine The Pizza Industry’s Business Monthly
CONTRIBUTORS Chef Santo Bruno Linda Duke Tom Feltenstein Tom Lehmann Michael J. Rasmussen
Volume 18, Issue 6 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
Trees of Life Pizza Fusion (pizzafusion.com) supports a different environmental nonprofit each year as part of its Earth Day initiative—and this year, it pledged to plant one tree for every pizza sold on Earth Day. With a total of 1,000 pizzas sold at eight participating Pizza Fusion locations, the environmentally conscious chain made a donation in May to the Arbor Day Foundation to help bloom the nation’s forests. “We realize that, for a lot of people, it can be difficult to volunteer or contribute directly to a charity, but it’s really easy to grab a pizza!” says Vaughan Lazar, Pizza Fusion’s CEO and co-founder. “We like to come up with creative ways to give to our favorite charities while creating awareness, and we choose organizations that resonate with our customers. People feel good about spending their money with us, and they rally behind our efforts, like they’re part of the team!”
Verde Celebrates Liberation of Italy
Verde celebrated Italian Liberation Day with discounted rides to the pizzeria and free Neapolitan-style pies.
Verde (verdepizza.com), an authentic Neapolitan pizza restaurant in Baltimore, partnered with Fiat America, Uber and Pepsi to celebrate Italy’s National Liberation Day on April 25, which marks the end of Nazi occupation and the fall of Mussolini’s regime in 1945. Along with other Italian eateries in the Baltimore area, Verde offered tasty perks to customers who showed their Uber app, which connects passengers with drivers of vehicles for hire and ride-sharing services in cities around the world. When requesting a ride to Verde for the celebration, customers entered the promo code LIBERATION into their Uber app to receive a 25% discount on their rides. Additionally, Verde’s delivery crew drove Fiat 500s to drop off complimentary Neapolitan pies at historic sites—such as the Four Seasons Hotel and Fort McHenry—around the city. A reception followed, with free food and drinks, raffle prizes and local VIPs.
Celeb Slices As celebrities continue to jump into pie slinging, one fact is clear: Fans may adore them, but they adore pizza. In late May, Patrick Schwarzenegger hosted a VIP opening for his new Los Angeles location of the artisan buildyour-own chain, Blaze Pizza (blazepizza.com)—with, of course, mom Maria Shriver and dad Arnold in attendance. Meanwhile, in the Windy City, Chicago Franchise Systems, owner of Nancy’s Pizza (nancyspizza.com), signed sports legend Mike Ditka as its first official spokesperson. Ditka will be incorporated into efforts that include new branding at the store level, advertising, public relations and marketing. “We couldn’t have found a more perfect spokesperson for our brand,” says company president Dave Howey. “Not only does he have great ties to Chicago, where Nancy’s Pizza was founded; he knows the restaurant business and will be a great asset as we continue to expand.”
16 PMQ Pizza Magazine The Pizza Industry’s Business Monthly
(Left to right) Patrick Schwarzenegger recently opened a Blaze Pizza franchise in Los Angeles; former Chicago Bears coach Mike Ditka is the new spokesperson for Chicago-based Nancy's Pizza.
Along for the Ride Last May at Lennie’s (lenniesgourmetpizza.com) in Bloomington, Indiana, customers and employees alike were taking two—wheels, that is. The pizzeria’s annual Bike to Lennie’s event, a monthlong celebration that ties into the city’s Bicycle Month, kicked off with a release party for the return of its 10-Speed Hoppy Wheat, a spring summer seasonal from its brewery, the Bloomington Brewing Company (BBC); afterward, co-owner Jeff Mease hosted a community ride for about 50 cyclists who took a leisurely ride around town.
(Top to bottom) Employees and customers alike get into the spirit of the monthlong Bike to Lennie's event; staff members keep track of their bike rides to work for a cash prize.
Throughout the month, customers participated in the promotion by picking up a punch card for clocking in bike rides to Lennie’s. After four bike visits, Mease, who also co-owns the Pizza X (pizzaxbloomington.com) chain in Bloomington, awarded prizes such as free desserts, free meals and BBC wearables. The customer that clocked the most rides to Lennie’s during the month was dubbed the Bicycle Wizard and earned plenty of goodies and deals. Plus, all punch card recipients were entered to win a $100 Lennie’s gift card. “Our staff participated, too—we had a big board where they marked each time they rode to work,” Mease says. “I had a contest called the Mease Challenge: Any staff member who rode in more times than me during that month got a $50 bill, which I paid out of my pocket. This year, I got my butt kicked!”
Editors at Large On a recent trip through Tennessee, senior copy editor Tracy Morin stopped by Music City Pizza (musiccitypizza.com) and chatted with owner Keith Hayman, who opened his doors last September and is constantly brainstorming creative marketing ideas. Over a meal of musicthemed dishes (a Whiter Shade of Kale salad and The Groupie pizza), he shared his visions of giving away free CDs with pizza deliveries and drumming up interest in slices-to-go for attendees of his attached music venue, 12th & Porter. But he’s already found success with a projector positioned on his centrally featured 6,000-pound wood-fired oven (to promote specials and enforce branding) and his menu of “Record Deals”—pizzas created by local bands and organizations, which receive $1 of each pie sale. Later, stationed at Grandview Mountain Cottages in Grandview, Tennessee, Morin experienced a decidedly down-home—and delicious—pizza experience courtesy of proprietor “Papa” Phil Bourne, who crafts homemade pizza for guests. “I use a top-quality flour and let the dough rise all day, add a base of homemade sauce made from flavorful heirloom tomatoes, and cook in a very hot oven on a stone,” he explains. “I don’t rush the process—a long rise makes for a great crust!”
(Left to right) Music City Pizza's oven enhances branding thanks to an overhead projector; The Groupie pie features spinach, mozzarella, roasted red pepper, artichokes and mushrooms atop a roasted garlic oil base.
Thinking Inside the Box The Kentucky Derby kicked off the race to the Triple Crown with mint juleps, gravity-defying hats and...pizza? Pizza Hut (pizzahut.com) commissioned Project Runway alum (and former Pizza Hut employee) Angela Bacskocky to create Derby hats made of pizza boxes, which were offered up to fans via social channels and handed out in the infield at the race. The company also temporarily renamed its breadsticks “thoroughbread sticks” and priced them at $2 with an online purchase of a large pizza during race week. The lesson, says PR director Doug Terfehr: Great moments in pop culture like the Derby are great opportunities to get creative! August 2014
pmq.com 17
IN LEHMANN’S TERMS TOM “THE DOUGH DOCTOR” LEHMANN
From the Screen to the Deck
Tom “the Dough Doctor” Lehmann considers the advantages and disadvantages of starting the baking process on a screen. By Tom Lehmann
QUESTION: Why are some pizzas baked right on the oven deck while others are first baked on a screen and then finished on the deck?
ANSWER: Many pizza makers prep the pizza skin on a screen, bake it in the oven for a couple of minutes on the screen, and then remove it from the screen and finish the bake on the oven deck. There are several good reasons for this approach, including: qq It can effectively eliminate the need to use peel dust when transferring the dressed skins to the oven. Otherwise, the peel dust ends up in the oven, where it gets charred, and must be periodically removed with an oven rake and broom. qq The dough won’t bake as quickly if it isn’t touching the deck surface. As a result, you can usually bake the pizza a little longer to develop a thicker, potentially crispier crust and a drier top to the pizza. qq This technique can also allow for better or more convenient staging of the preopened dough skins prior to rush periods. In this case, you can place the opened dough skins on a screen, which is then placed into a wire tree rack for immediate use when things start to get backed up. qq Finally, by “decking” the pizza, we get the advantages of prepping, handling and baking the pizzas on a screen while also achieving much of the crispiness typically associated with a hearth-baked pizza. 18 PMQ Pizza Magazine The Pizza Industry’s Business Monthly
Of course, there are some disadvantages to this practice, too. For starters, the dressed dough skin must always be removed from the screen at about the same time after going into the oven. This requires additional attention to the baking process, and it adds to the complexity of the oven tender’s job. Additionally, this practice will usually reduce the number of pizzas that you can fit into the oven at any one time. Once you remove the pizza from the screen, you must have an open spot on the oven deck on which to place it. In some cases, especially where the pizzas are almost fully baked on the screens, the oven may be filled with screened pizzas; now the oven tender must go into the oven to rotate or move the pizzas around while at the same time figuring out how to peel a pizza off of a screen, remove the screen from the oven, and place the pizza back down onto the deck. This can be done, but it requires a lot of attention and finesse by the oven tender!
Tom Lehmann is the director of bakery assistance for the American Institute of Baking (AIB). Need more dough advice? Visit the Dough Information Center at PMQ.com/dough.
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NEW YORK’S FINEST CHEF BRUNO
Pizza Steak
Inspired by a visit to the NRA Show in Chicago, Chef Bruno puts an Italian twist on an American classic: the Pizza Steak. By Chef Santo Bruno
H
ello, dear readers! I recently attended the National Restaurant Association Show in Chicago. It’s the biggest show of the year for restaurant operators, with people coming in from all over the world. I was glad to see many of my old friends there, including Linda Green, the co-publisher of PMQ. Meanwhile, I also enjoyed checking out the many great restaurants in the Windy City. You may not know this, but Chicago is also the city of steaks. You can find some great steakhouses there. You can also find a lot of Italians in Chicago. So leave it to the Italians to find new and interesting things to do with a good steak. Being Italian myself, I decided to make this simple dish—Pizza Steak—in honor of Chicago. I hope you like it as much as I do. Mangia!
You’ll Need: 1 lb. beef chuck steak, sliced thin 3 tbsp. flour 3 tbsp. olive oil 3 garlic cloves 14 oz. plum tomatoes 2 tbsp. basil, chopped Salt and pepper to taste Directions: Run the plum tomatoes through a food processor. Trim any excess fat from the steaks and notch the edges slightly with a knife to prevent them from curling during cooking. In a large frying pan or skillet, heat 2 tbsp. of the olive oil with the garlic cloves. As soon as the garlic turns golden, push the cloves to the side of the pan and raise the heat.
SLNY PRODUCTIONS
Dip the steak slices in the flour and place them in the pan. Brown them quickly on both sides. Remove the steak and set aside. Mix the plum tomatoes and their juices with the remaining olive oil and add to the pan. Return the steak to the pan, remove the garlic, and add salt and pepper. Cook the steak over moderate heat for about 15 minutes.
20 PMQ Pizza Magazine The Pizza Industry’s Business Monthly
Richard Ferrara of Marsal & Sons samples the latest culinary creation from Chef Santo Bruno.
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.
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MARKETING MAVEN LINDA DUKE
How to Prepare For the 4 Cs—Part 1 A solid communications plan for crises and catastrophes could save your business. By Linda Duke
T
he recent data breach at P.F. Chang’s in June should be a wakeup call to everyone in the restaurant industry. The breach, which involved thousands of customer credit and debit cards, brought unwanted media attention to the company, creating a public relations crisis that threatened to hurt business for weeks—if not months— to come. Fortunately, with the right crisis communications plan in place, P.F. Chang’s can minimize the damage to its reputation and rebound from the disaster. Crisis communications is one of the most critical areas of the PR field. A solid communications plan helps you manage your relationship with news media, employees and customers during problematic events known as the 4 Cs: Crisis (such as a data breach or the shooting of a delivery driver); Catastrophe (fire, hurricane, flood, etc.); Construction (when construction in your area makes it hard to get into and out of your pizzeria); and Competition (when a competitor moves into your neighborhood). In this month’s article, we’ll deal with the first two Cs—Crisis and Catastrophe. In these situations, every minute counts, and silence can cost you everything. You need to develop a communications plan for every contingency. Here are some tips to get you started: 1. Create a crisis management team. It needs to be a diverse team that represents different aspects of your company. A team approach can bring perspectives that one person alone wouldn’t necessarily have. 2. Establish relationships. Build positive relations with local police and fire departments, the health department and the media long before a crisis hits. If these groups know you’re serious about issues like sanitation, driver safety, employee training and responsible alcohol service, that will affect their attitudes during a crisis. 22 PMQ Pizza Magazine The Pizza Industry’s Business Monthly
3. Work with, not against, the media. All experts agree that restaurateurs should decide whether to contact the media about a crisis—such as an outbreak of foodborne illness— on a case-by-case basis. But if the media finds out about it anyway—or, more importantly, if some customers need to know they may be at risk—you have no choice but to alert the press and work with them to ensure fairness and accuracy. Don’t go into denial mode or see the situation as “us vs. them.” Present the facts forthrightly to the press and always be available to correct any mistakes reporters may make. Your message should be clear, straightforward and candid. Go through exactly what happened and exactly what you’ve done to prevent further incidents. Getting through the first 48 hours will be the hard part; after that, you’ll likely come out OK.
4. Get customers back in the door. Once you’ve survived the crisis through careful planning and forthright communications, what can you do to drive traffic through the door again? Here are some ideas: • Customer Appreciation Day—This one-day event could feature specials on food and drinks, live music, contests and raffle prizes. Promote it on social media and consider taking out print ads in the same local papers that covered your crisis. • Host a fundraiser—After a shooting, one of our clients hosted a fundraiser to benefit the shooting victim and awarded a “badge of courage” to the customer who came to his rescue. The promotion made the local news, and business picked up right after that.
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.
• Reach out to fellow business operators—Send letters to area business owners, Chamber of Commerce members and civic groups and ask them for their support and patronage.
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August 2014
pmq.com 23
ACCOUNTING FOR YOUR MONEY MICHAEL J. RASMUSSEN, CPA
Beware of Hidden Fees in Bundled POS Deals Credit card processing costs may outweigh apparent savings in some point-of-sale solutions. By Michael J. Rasmussen
QUESTION:
QUESTION:
Do you have any words of wisdom for pizzeria operators who are looking to purchasing a new POS system?
After one of my suppliers sent me on a supposedly “free” trip as a thank-you for my business, I learned I have to pay taxes on it. How does that work?
ANSWER: For starters, read the fine print before finalizing any deal. Most POS companies are reputable and honest, but a few will surprise you with hidden fees. I know a restaurateur who was approached by a POS sales representative offering a cloudbased solution using tablets for the hardware. It sounded great, potentially saving thousands of dollars versus purchasing a traditional POS system with multiple terminals and printers, which take up a lot of space. However, as part of the bundled deal, the supplier required the restaurateur to use a specific credit card processing company, with the rates left mostly undisclosed. The goal is to hook the restaurateur on the functionality of the cloud-based POS system, hoping he will overlook the high merchant fees buried in the offer. Once he has signed on, he will discover that he’s stuck with only one option for accepting credit/debit cards at his restaurant. Once I reviewed the merchant processing fees and “unbundled” the POS purchase price, it became clear there were minor savings to be achieved with the POS system, but the fees exceeded the market rate. The POS system appeared to be an attractive deal, but the fees would have tripled the price over a three-year period! The moral of this story: The only way to keep your suppliers competitive is to avoid entering into exclusive pricing arrangements. 24 PMQ Pizza Magazine The Pizza Industry’s Business Monthly
ANSWER: When a supplier sends you on a trip as an incentive or reward for exclusive or large-volume purchases, the fair market value of the trip—for you and your spouse or guest(s)—is taxable. One of my clients received a notice from the IRS because he didn’t know that he had to pay taxes on a supplier-provided trip to Colorado. The entire trip at fair market value was submitted to the IRS as taxable nonemployee compensation, and the client was required to list it as taxable income. Unfortunately, he had not done so and ended up having to pay more in taxes, plus penalties and interest. The supplier should have sent him a Form 1099 Miscellaneous Income statement so he would have known about his tax obligation. If you ever go on a supplier trip, arrange to receive the necessary tax reporting documents so you can provide them to your tax counsel. Failure to report this miscellaneous income could be that one little error that leads to an IRS audit!
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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FEATURE STORY PIECASSO PIZZERIA & LOUNGE
Piecasso owner Eduardo Rovetto and his wife, Sarah, find time to raise three young children while running a 7,000-square-foot pizza palace in Stowe, Vermont.
26 PMQ Pizza Magazine The Pizza Industry’s Business Monthly
KING
OF THE
Mountain
Deep in Vermont ski country, the once-humble Piecasso Pizzeria & Lounge paints a profitable picture of pizza success with its local marketing focus. By Rick Hynum
E
Photography by Ben Grunow
duardo Rovetto may be the hardest-working ski bum in the pizza business. When he isn’t carving turns down a winding peak or shredding the slopes on a snowboard, Rovetto, 39, runs a single-unit pizzeria in tiny Stowe, Vermont, that has earned a national reputation. Tucked away between the Green Mountains and the Worcester Range, the 7,000-square-foot Piecasso Pizzeria & Lounge (piecasso.com) sports a full-service bar, seating for 155 customers, 12 craft beer taps, a game room for kids, and a menu that has earned kudos from Travel + Leisure, among other admirers in the media. Somehow, Rovetto also finds time to develop new pizzeria concepts with his cousins for Rovetto Brothers International Restaurant Group (see the sidebar “Borrowing From the Big
Chains”) while raising three young children with his wife, Sarah, and even squeezing in some golf on sunny afternoons. OK, so he’s not really a ski bum—more like king of the mountain in his snow-capped ski resort community. Rovetto has combined his two passions—pizza and snow sports— seamlessly in Piecasso, and the buoyant tone in his voice tells you he’s loving every minute of it. “This is my dream,” he says. “After we finished our last renovation of the building, I would stare in awe every time I drove by. I couldn’t believe the place was mine.”
A Family of Pizza Makers Piecasso isn’t Rovetto’s first dough slinging rodeo by any stretch. Growing up, he worked for his parents, Sicilian
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“To me, local sourcing is just common sense. Doesn’t it make sense to support your local farmer and his family down the road versus buying bulk tomatoes from Mexico? You’re investing in your community.” —Eduardo Rovetto, Piecasso Pizzeria & Lounge
Health-conscious guests can choose between eight vegetarian specialty pizzas on the menu at Piecasso.
immigrants Quinto and Rosa, in their restaurant, Quinto’s Pizza, in Little Falls, New York, and later at a second Quinto’s in Central Square, New York. “I’d go there every day after school,” Rovetto recalls. “Folding boxes was my first job. I learned every facet of the business when I was young.” Rovetto’s first cousins—who are more like brothers to him— followed in their uncle’s footsteps, and pizzerias using Quinto’s recipes began sprouting up along the East Coast. Meanwhile, Rovetto earned a photography degree in college and, for a while anyway, lived a carefree life on the slopes of Vermont and Colorado in the winters while making pies in the summertime at a cousin’s beachside shop, Cosmo’s Pizzeria, in North Carolina. “I’d become a ski/beach bum,” he admits. “I didn’t really want a lot of responsibility.” But Rovetto’s mother questioned his carefree lifestyle and soon pushed him to make a choice: put his photography degree
Travel + Leisure named Piecasso one of the country's best pizzerias in 2009.
28 PMQ Pizza Magazine The Pizza Industry’s Business Monthly
to work or start his own pizzeria. Averse to the starving-artist lifestyle, he partnered with his parents in the first Pizza Jerks (pizzajerks.com) store in Atlantic Beach, North Carolina, and opened a second one in Syracuse. Then a visit with his cousin Carlo Rovetto, operator of the Positive Pie (positivepie.com) chain in Vermont, changed everything. “Driving through Stowe during a ski trip [in 2000], I thought, ‘Oh, my God, this is it—this is where I want to live,'” Rovetto says. “It was everything I wanted in a town. I sat awake in bed for a week, figuring out how I could move to Vermont.” Two months later, he’d shut down the Atlantic Beach store, hauled all of the equipment to Stowe and opened Piecasso in an 800-square-foot space.
A Local Focus With only four tables and seating for 15, the first incarnation of Piecasso focused mostly on carryout. Then, in 2006, Rovetto moved his operation into a much larger building across the street. Over the next six years, he embarked on a series of renovations to create the pizzeria of his dreams: a flowing stone patio, local artisan woodwork, vivacious colors, handcrafted aluminum pieces on the bar. The bar itself, spacious, curvy and brilliantly lit, became a focal point of the restaurant. Lively music, such as reggae, funk and jazz, sets a festive mood, and the employees are trained to bring fun-loving energy to every encounter. Guests can enjoy quiet conversation in the main dining room or sip a Pomegranate Martini in the bar area. Near the bar, an arcade room—with classics like Pac Man, Galaga and racecar games—keeps kiddies entertained. “I wanted to accommodate all walks of life while focusing on the local community,” Rovetto says. “A couple on a date will come to Piecasso because it’s a hip, cool place with the right music and lighting. But a family with kids will feel comfortable here, too. The arcade keeps kids occupied when there’s a wait or when parents just want to take a break and drink a cocktail in peace.”
C
M
Y
CM
MY
CY
CMY
K
EDUARDO ROVETTO
EDUARDO ROVETTO
Piecasso has seating for 155, with a main dining room and a bar area that serves as a focal point for the restaurant. Along with 16 specialty pizzas, the menu features 11 entrees, including the popular Pasta Rovetto.
30 PMQ Pizza Magazine The Pizza Industry’s Business Monthly
Piecasso staff member Ryan Molyneaux works with freshly made dough in the kitchen. Prices for pies range between $11 and $22.
Rovetto’s kitchen staff, led by chef Jon Nelson, provides a menu to match the community-centered atmosphere. Locally and regionally grown ingredients figure prominently in the recipes, thanks to a relationship with the Vermont Fresh Network, a statewide co-op of growers, and Pete’s Greens, an organic vegetable farm in Craftsbury, Vermont. “To me, local sourcing is just common sense,” Rovetto says. “Doesn’t it make sense to support your local farmer and his family down the road versus buying bulk tomatoes from Mexico? You’re investing in your community.” The kitchen serves up eight sandwiches, including a hamburger featuring organic beef from Vermont grass-fed cattle. “We sell a ton of the organic burgers,” Rovetto notes. “We used to have standard USDA burgers every day and offered our organic burgers only on special. We came to find out we were selling way more of the organic burgers at twice the price, so we took the standard burger off the menu. It’s a $12 organic burger, but people prefer it to beef from the Midwest.” The Pizza Margherita is the top-selling pie on Piecasso’s extensive pizza menu. More famously, Travel + Leisure singled out the Tree Hugger—spinach, basil, tomatoes, garlic, red onions and mozzarella—in a 2009 article on “America’s Best Pizza.” Meat lovers can devour the Carcass, loaded with pepperoni, spicy Italian sausage, ham, bacon and meatballs, while vegetarians smack their lips over the white-sauce Positive Pie, featuring a bed of spinach, mozzarella, artichokes, roasted red peppers and fresh chèvre from nearby Vermont Butter & Cheese Creamery. Although the pies are hardly pricey—ranging between $11 and $22—Rovetto believes in charging what his food is worth. “We food-cost every item, and we charge accordingly,” he says. “You do pay a little more—maybe 15% or 20% more. But our pizza is of a higher standard than anything from the big three chains. You’ll always have a demographic that doesn’t have a lot of money and wants to feed their families as inexpensively as possible, and that’s OK. But I also think that, everywhere you turn, there’s a demographic that’s willing to pay more for quality.”
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Borrowing From the Big Chains Eduardo Rovetto, owner of Piecasso Pizzeria & Lounge in Stowe, Vermont, is part of a larger pizza dynasty that includes his cousins Carlo, Giovanni, Iginio and another Eduardo. Each Rovetto owns at least one pizzeria, including chains such as Positive Pie, Pizza Jerks, and Pizza Works (pizzaworks.org). With so many pizza operations to keep up with, the Rovettos formed the Rovetto Brothers International Restaurant Group (RBI) to pool their resources. “All of the stores are still individually owned, but we use all of them together to combine our buying power,” Piecasso’s Rovetto says. In forming RBI, the partners also brought in a consulting firm to help streamline their operations and control expenses. “We put food costing measures and labor measures into place and created accountability in the form of checklists,” Rovetto says. “Now we’re doing weekly inventories and forecasting from the previous week for the upcoming weeks while looking at trends closely. We budget our labor carefully. We have targeted food costs that we work toward every single week. We take full advantage of our buying power. All in all, we’re copying how the big chains run their businesses, and it has really opened our eyes to what’s possible in the future.” Rovetto has nothing but praise for his general manager, George Spraker (right). "He has been by my side the whole time and is amazing to work with," he says.
Customers will also pay more for top-quality craft beers, another Piecasso specialty. The restaurant is located within just 20 miles of several legendary breweries, including The Alchemist, famed for its Heady Topper, an American double IPA, and Hill Farmstead, named the Best Brewery in the World by RateBeer.com. “We rely heavily on craft brews,” Rovetto says. “People will often come in just for the beer because we’ll have a special one-off beer from a certain brewery. It has an amazing cult following.”
Partnering With Area Businesses Piecasso has its own marketing director, Amanda Bovi, and partners with area businesses to create a full slate of activities that transform slow nights into moneymakers. Prior to ski season, the restaurant targets locals with Movie Nights spotlighting snow
“If someone gives us a 1-star review on Yelp, I call [my manager] and say, ‘Start digging and find out what we did wrong.’ He tries to figure out what happened and remedy the situation, and people respond well to that. The quicker you respond, the better.” —Eduardo Rovetto, Piecasso Pizzeria & Lounge 32 PMQ Pizza Magazine The Pizza Industry’s Business Monthly
sports. “Local ski and snowboard shops sponsor the movies, and the community has rallied around it,” Rovetto says. “The crowd is probably between 20 and 30 people, but that’s on a slow Thursday night in the off-season when we would normally close up at 9:00. Instead, we’ve got 30 people still drinking and listening to music after the movie is over. We do the same thing with mountain biking in the spring. Mountain bike shops sponsor the night and bring their fans in, getting them pumped up for outdoor activities, because that’s what this community revolves around.” Piecasso recently hosted its fourth annual golf tournament for locals as well. The four-man scramble drew 15 teams, mostly employees in the hospitality business, who then headed back at the end of the day for pies and brews at Piecasso. Trivia Nights are another big draw, bringing in crowds on Wednesdays for competition and prizes from distributors and local merchants. Piecasso maintains a very active Facebook page, with nearly 8,000 likes, plus a Twitter account with 349 followers and an Instagram page with 181 followers. Additionally, Rovetto and general manager George Spraker closely monitor sites such as Yelp, Trip Advisor and Google Reviews. “We use Google Alerts so that anytime we’re mentioned on the Web, we’ll get an email about it,” Rovetto says. “This has been invaluable. When we get a review on Yelp, we know about it. If someone gives us a 1-star review, I call George and say, ‘Start digging and find
Eduardo Rovetto makes it a point to hire positive, high-energy people for his staff and believes in treating them like professionals. His managerial staff includes (front, from left) Katie Beseker, Bonnie Hamelman, Lizzi Messenger, Amanda Bovi and Samantha Waters; (back) J.T. Vise, Chef Jon Nelson, General Manager George Spraker, Rovetto, Ryan Molyneaux and Andras Hadik.
DON LANDWEHRLE
out what we did wrong.’ Normally, George will leave his email and phone number and ask them to contact him. He tries to figure out what happened and remedy the situation, and people respond well to that. The quicker you respond, the better. If you don’t get back to them, they probably won’t come back.” Meanwhile, the pizzeria’s loyalty program proved so successful that Rovetto had to limit it to 500 members. “That’s out of a town of 2,800 people,” he points out. “With the program, customers spend $100 and get $15 added to an account we set up on our POS program for them. It grew to the point where we had to cut it off because it became too popular. There are a lot of tourists, of course, and second-home owners who come here from everywhere, but we wanted to keep our loyalty program local. Everyone wanted to be a part of it, which is great,
Piecasso's hipster vibe appeals to tourists and younger guests, but local families with young kids also make up a big part of the restaurant's customer base.
but we prefer to give back to those people who come in two or three times a week.” Although customers must give their email address to become members of the program, Rovetto says he doesn’t flood them with messages. “We give them a free pizza on their birthday, but we email them only once in a while. It’s less intrusive to advertise to them through social media.”
Family Ties Rovetto’s mother, Rosa, died six years ago of cancer, and he misses her to this day. “It left a hole in my heart. She’s a big part of why I work so hard,” he says. But his dad, Quinto, is still going strong and pops in for visits several times a year. “I think Dad marvels at how we went from a 15-seat mom-andpop takeout restaurant to this enormous place that’s bursting at the seams most nights. My parents are the reason I have made it this far. Without them, it wouldn’t have been possible.” He’s also quick to give credit to his wife, Sarah, and to his staff of 80 full-time and part-time employees, for Piecasso’s success. “It’s a small army that keeps taking this to the next level,” he says. “And it’s still fun because I love seeing people leave the restaurant happy. I love people on the street telling me what an amazing job my staff did. It makes me feel really good that we’re executing the vibe and the product day in and day out. We’ve done a great job with it so far, and I want to continue to do so. I’m pretty young, and I’ve got kids to put through college!” Rick Hynum is PMQ’s editor in chief.
August 2014
pmq.com 33
RECIPE OF THE MONTH SIGNATURE DIPS
Sponsored by
Recipe Month:
of the
Creamy Habanero Pizza Dip Recipe and photo provided by Padilla Import Sales & Marketing Ingredients ½ c. sour cream ½ c. ricotta cheese 1 clove garlic, minced 2½ tbsp. green habanero hot sauce 2 tsp. Italian herb spice blend ½ tsp. salt ½ c. mozzarella cheese 5 pepperoni slices Directions: In a mixing bowl, combine sour cream, ricotta cheese, garlic, green habanero hot sauce, Italian herb spice blend, salt and half of the mozzarella cheese. Mix well and transfer to a baking dish of your choice. Sprinkle the remaining mozzarella cheese over the top of the mixture and top with pepperoni. Bake at 350°F for 30 minutes or adapt timing/temperature for your style of oven. 34 PMQ Pizza Magazine The Pizza Industry’s Business Monthly
Take a Dip
The sign on the wall at Cane Rosso (ilcanerosso.com) in Dallas makes it clear: If you want a side order of ranch dressing with your pizza, be prepared to pay the price—a cool $1,000. When a picture of the sign went viral on the Internet, owner Jay Jerrier, as well-known for his impish humor as for his authentic Neapolitan pies, was quick to point out that it was just a joke. Like most successful restaurateurs, he always strives to give the customers what they want. But many customers take their side dips and sauces quite seriously. Offering a signature dip—for pizza, wings, pita bread or crostini—is a good idea for any pizzeria operator looking for every marketing advantage he can find. Here are some examples from across the country: Guests at Two Cousins’ Pizza (twocousinspizzaco.com), with three locations in Ohio, come from all over to buy the muffaleta sauce by the pint. It’s made with chopped black olives, green olives, pepperoncini, black pepper, olive oil and garlic. Pat’s Pizzeria & Grill (patsfamilyrestaurant.com), part of a family-owned chain with stores in New Jersey, Delaware, Maryland and Pennsylvania, has built a cult following for its Crab Dip, made with cream cheese, mayonnaise, jumbo lump crabmeat, minced onion, lemon juice, Tabasco sauce, Old Bay seasoning and sherry. Customers at Basil’s (itsbasils.com) in Greenville, North Carolina, can choose from five signature dips, including the Beer Dip, featuring a cream cheese base blended with garlic and beer, then baked with cheddar cheese and served with fried pita wedges; and the Hot Sausage Dip, a mix of Italian sausage with ground spices, tomatoes, green chilis and cream cheese.
El Yucateco was founded in 1968 by Mr. Priamo J. Gamboa in Yucatan, Mexico, as a small family business devoted to the production of handcrafted habanero pepper hot sauces. Now an international brand with distribution in Mexico, Canada, Australia, the UK and the US., the Gamboa family are still handcrafting our sauces from habaneros picked in our very own fields. El Yucateco is the #1 selling Habanero sauce in the US, where it enjoys widespread consumer appeal. With Habanero and Jalapeno, the line now boasts six different sauces, each with a unique flavor profile. Unlike most hot sauces, we make ours with the whole fruit of the pepper, lending a thick, pulpy consistency and full, rich, rounded pepper flavor that makes them such a versatile foodie favorite for cooking and condiment use. El Yucateco sauces are not vinegar based, and we do not use capsaicin or other extracts to increase the heat level. This eliminates the sharp, cutting front-of-palate flavor and chemical aftertaste you find in many hot sauces, this allows for easy ingredient usage. For more information on recipes, POS, and marketing support programs for your restaurant, please contact: marketing@padillaism.com
For more information call: 800-725-7242 padillagroup.com | facebook.com/elyucateco
KARA HOFFMAN
FEATURE STORY FLOUR
36 PMQ Pizza Magazine The Pizza Industry’s Business Monthly
THE
F lour EFFECT
Three industry experts explain how the flour you use in your recipes affects the pizza you serve. By Liz Barrett
F
lour—it’s the backbone of your business. Without it, you would have no product to sell. And yet, when something goes wrong with your pizza, your flour is often the last place you look, according to Tom “The Dough Doctor” Lehmann, director of bakery assistance at The American Institute of Baking in Manhattan, Kansas. “Many pizzeria operators look first at the bake time or temperature when something goes awry,” Lehmann says. “They never consider that they may be using the wrong type of flour.”
“You can get a more natural rise from a small amount of yeast. Use 2 grams of yeast, 1 liter of water, and 50 grams of salt in 1.7 kg of flour.”
—Roberto Caporuscio
Do you know why you use the flour you’re currently using? Did you test a variety of flours with different protein levels before settling on your current flour, or do you use it because it’s what you’ve always used or what someone else suggested you use? It’s possible that aspects of your pizza—including chew, rise and crispiness—can be improved by switching your flour. “Good pizza starts from good flour,” says Roberto Caporuscio, owner of Kesté Pizza & Vino (kestepizzeria.com) in New York and Don Antonio by Starita (donantoniopizza.com)
Percent Perfect Wondering which protein percentage is right for your pizza flour? Here are some common guidelines. Neapolitan Style Pizza: 9.5% to 11% Chicago Deep Dish: 11% to 12.5% General Purpose (bread flour): 11.5% to 12.75% New York-Style Pizza: 13.5% and up
August 2014
pmq.com 37
KARA HOFFMAN
“Just because a bag says 15 pounds doesn’t mean there’s 15 pounds in it. Always weigh your flour.”
—Tom Lehmann
in New York and Atlanta. “Don’t pay attention to the cost of the flour by the bag, but rather [measure your costs] by each dough ball.”
Alternate Flours Looking to do some experimenting? These alternative flours are mostly used in gluten-free crusts but can also be blended in small amounts with other flours. • Brown rice flour • White rice flour • Tapioca flour • Amaranth flour • Sweet sorghum flour • Garbanzo and fava flour • Coconut flour • Almond flour • Coffee flour
Taste Test Flour type does not have a direct influence on taste, Lehmann says, but it can indirectly affect it by preventing your crust from reaching the bake characteristics needed to fairly represent your pie. “New York-style pies require high-protein flours in order to give that raised edge, chewy bite and ability to fold,” he notes. “Neapolitan-style pizzas, on the other hand, require a weaker flour, as too much gluten would inhibit the rise in a high-temperature oven.” Fermenting time can also have a big effect on the taste of your finished product. “There are a lot of factors that affect a pizza, but, as a general rule, the taste is more influenced by the type of yeast and the fermentation cycle than it is by the flour,” says Jeff Varasano, owner of Varasano’s Pizzeria (varasanos.com) in Atlanta. “Regular white flour by itself does not have a strong flavor, but if it’s fermented for a few days, the yeasts add a multitude of acids and complex organics that create a great flavor.” Has your dough ever burned in the oven for no apparent reason? Some flours contain sugar, which can cause burning in high-temperature ovens. According to Caporuscio, sugar content is one of the reasons he uses Italian 00 flour exclusively. “I can’t use American flour because the sugar content is very high, and when the oven temperature is above 600°, like it is at Kesté, the pizza burns immediately if there’s too much sugar in the flour,” he says. “There’s more sugar in New York-style and Sicilian-style doughs.”
starting out, many pizzeria operators—around 30%—ask their supplier for something called a ‘pizza flour,’ like they would ask for cake flour if making cake or bread flour if making bread,” Lehmann says. “The problem with that is, the typical ‘pizza flour’ has 13.5% protein, which really only works for New York-style pizzas. If you try using a 13.5% pizza flour for a deep-dish pie, you’ll get too much crust with too much chew. A good, general-purpose bread flour with 11.5% to 12.75% protein will work great in most pizza applications.” Most importantly, don’t switch back and forth between flour brands to get the best price; you’re likely to also get differing protein levels that could adversely affect your finished pizza. “It’s very important to always make sure you’re using flour with the same protein content, because it will affect everything else,” Caporuscio says. Water can complicate things, too, as Varasano points out, so it pays to know your flour’s moisture content. “Despite feeling dry, flour can be about 15% water,” Varasano says. “However, this can vary by a few points. So if you have a recipe that calls for 62% hydration and a particular batch of flour has just 13% water rather than the normal 15%, your recipe can be off by those two points. You have to be flexible and use your experience to look at the texture of the dough. Flour is a natural product and can vary just like any of your produce.”
The Protein Principle
Are there certain flours that work best for certain pizzas? The short answer is yes, but ultimately, it will depend on what type of pizza you want to serve as well as other factors, such as oven temperature, bake time and fermentation time.
Protein percentages matter a lot when it comes to pizza, especially if you’re working with an oven that heats above 600°F or if you’re trying to make deep-dish pies. “When they’re just 38 PMQ Pizza Magazine The Pizza Industry’s Business Monthly
What’s Your Style?
Some Neapolitan-style pizzerias are faithful to Italian flour, while others work with an American bread flour. “For Neapolitan, 00 flour is the only authentic choice, but this is not to say that it’s the best flour for everyone,” Varasano says. “A lot of people write to me and say that they’re trying to make a Neapolitan pizza and are using 00 flour but have only a 550°F oven. Really, that doesn’t work at all. That type of flour only seems to work great if you are baking a pie in 90 seconds or less at 800°F and up. For cooler bakes, 00 flour won’t brown properly and won’t have a great texture. For my pies, which bake in about 2 minutes, 45 seconds, at about 720°F, I use a flour blend, which is mostly bread flour (about 12% to 12.5% gluten).”
Getting Down to Gluten According to Lehmann, flour does not contain any gluten; the proteins inside of the flour, when agitated by water, develop the gluten. “As flour protein content increases, gluten content also increases,” Lehmann says. “However, there are instances where the quality of flour protein may not be the same as the flour gluten. And since gluten is affected by the breaking down of protein, there’s a greater potential for taste development while protein breaks down during baking.”
“As a general rule, pizza taste is more influenced by the type of yeast and the fermentation cycle than it is by the flour. Regular white flour by itself does not have a strong flavor, but if it’s fermented for a few days, the yeasts add a multitude of acids and complex organics that create a great flavor.” —Jeff Varasano, Varasano’s Pizzeria “As most people know, the higher the gluten, the more stretch you have in your dough,” Varasano adds. “The texture of wheat products ranges a lot. On the one hand, you have soft cakes, and on the other, crusty breads like bagels and pizza. Generally, cakes use lower gluten wheats (7% to 9%), whereas crusty breads are made from higher gluten (14% to 14.5%). Pizza is generally made with 12% to 14.5%, with some going as low as 10% to 11%.” So what’s your flour effect? Could a small tweak to the protein percentage of your flour be the change you’ve been looking for to take your pizza to the next level? Liz Barrett is PMQ’s editor-at-large.
August 2014
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FEATURE STORY DELIVERY TIPS
At Toppers Pizza, delivery employees are trained to jog, not walk, so customers can see that their orders are high-priority.
TOPPERS PIZZA
40 PMQ Pizza Magazine The Pizza Industry’s Business Monthly
SPECIAL DELIVERY Follow these five expert tips to ensure that your deliveries satisfy customers and keep them calling back for more. By Tracy Morin
P
izza and delivery have gone hand in hand for decades, and today more than 1 billion pizzas are delivered each year. But consumers—and delivery innovations—have come a long way over the years. When your customers order delivery, they expect a great experience: orders that are hot, fresh, fast and accurate. And if you want them to order again, you must go the extra mile to ensure that all of these needs—and maybe a few extras—are met. Here, operators share their secrets for delivering the goods.
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TOPPERS PIZZA
1.
POS Power. Mark Watt, franchise operations director for Whitewater, Wisconsin-based Toppers Pizza (toppers.com), with nearly 60 locations, calls a POS system “the brain that runs the store,” helping ensure smooth processing, accuracy and delivery for outgoing orders. But some brains are better than others. “Some POS systems don’t have the ability to track addresses and do dispatches, while others offer integrated mapping software and can track and store orders for priority—so as the order becomes older, it becomes higher priority,” he explains. The better POS systems, he adds, “can also store orders and offer the ability to assign multiple runs from the route station.” POS systems can also store necessary information about the customer, including phone number, address, previous orders, notes on their dislikes, and delivery instructions, notes Dupree Brar, owner of A Slice of Italy (mysliceofitaly.com) in Bakersfield, California. “A good POS system provides ease of use for the employee, who can simply ask if the customer wants the same past order,” Brar says. “This helps with speed, especially during busy times; customers don’t want to be kept on hold too long.” Finally, a POS system can help ensure timely deliveries. “POS systems are essential to providing great delivery service because they help reduce the amount of time drivers spend in the store between deliveries,” says Al Newman, director of training at Hungry Howie’s Pizza (hungryhowies.com), based in Madison Heights, Michigan, with almost 600 locations. “Our out-the-door time goals are monitored for each order on the driver dispatch before leaving the store. Elapsed times appear in green, yellow or red, depending on how old the order is.” Newman adds that POS systems can also assist with order completeness, enforce cash drops and accommodate notes for specific requests. Even so, Watt knows better than to rely too heavily on computerized systems. While his POS system can physically route delivery orders, he finds that, like with any GPS system, maps can be faulty. He prefers having employees route the orders
42 PMQ Pizza Magazine The Pizza Industry’s Business Monthly
Topper’s Pizza utilizes its pizza boxes to tell the story of its brand and educate the customer—with a healthy dose of quirkiness.
and determine which orders should be sent out together, which simply requires knowledge of the delivery area.
2.
A Driving Force. Delivery drivers are brand ambassadors for your pizzeria. If they show up at your customer’s door with a bad attitude or slovenly appearance, the customer experience (and your delivery sales) will be negatively affected. Hence, Brar believes that the hiring process is critical for finding great drivers; he makes sure the applicant is outgoing and able to present the company in a positive light. And he trains them to understand that knowing the customers and going that extra mile benefits not only the business, but the drivers themselves, since they rely on tips and can pick up extra hours if they excel. “You want to monitor drivers so they’re not making unnecessary stops or wasting time,” Brar says. “A lot of our customers will actually request a certain driver. For example, one of our customers is disabled and wants his food put on the table and his drink poured, and our drivers will do that. When you work on a more personal basis, the driver treats the customer as his own client, not just the pizzeria’s client.” Similarly, Toppers selects drivers—and all team members— based on personality, seeking employees that believe in building connections with customers. “Pizza is a party in a box, and our delivery drivers are bringing the party, so we look for an outgoing, cheerful person,” Watts explains. “One of our core values is to have fun, so we choose people who truly want to be in this business, not just those who need a job.” As an added touch, Toppers trains its drivers to jog to the customer’s door, letting them see the hustle to deliver their food quickly. They even carry messenger bags with little extras, including paper plates, napkins, and Parmesan and red pepper packets, and they ask the customer if he needs any of them with his meal. “Customers can forget to ask for these, and extra condiments enhance the order,” Watt says. “People staying in hotels especially appreciate that we bring paper plates!” Trevor Leppek, co-owner and operator of Noble Pie Parlor
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“A lot of our customers will actually request a certain driver. For example, one of our customers is disabled and wants his food put on the table and his drink poured, and our drivers will do that. When you work on a more personal basis, the driver treats the customer as his own client, not just the pizzeria’s client.”— Dupree Brar, A Slice of Italy Delivery drivers serve as ambassadors for your pizzeria, so hiring the right person—with the right personality—is crucial.
(noblepieparlor.com) in Reno, Nevada, and his partner will often make deliveries themselves, and they always put a personal stamp on the transaction. “You have to be prompt, quick and friendly, but you also have to provide great customer service—not just say, ‘Here’s your pizza,’” Leppek notes. “We’ll shake hands with our customers, genuinely thank them for their business and say we hope to see them again soon.” Newman agrees that delivery drivers must show up at customers’ doors with a friendly demeanor. “Regardless of what position you’re hiring for, a great personality is
44 PMQ Pizza Magazine The Pizza Industry’s Business Monthly
always priority No. 1; it’s imperative that the personality fits the culture you’ve created in the store,” he says. “It sounds simple, but I always look for a candidate with a great smile. You can teach skills, but not personality.” Newman also believes it’s crucial to collect motor vehicle records from all new hires; check these on a biannual basis, and develop criteria for violations such as points, accidents and more serious issues such as license suspensions. “Define and communicate the non-negotiables, not just at time of hire, but on a regular basis,” Newman advises. “Brutally defend and enforce your policies, and always lead by example.”
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4.
With a logo that proclaims "We Deliver! ", Noble Pie Parlor ensures that delivery services are advertised on everything from T-shirts to pizza boxes.
3.
Revving Up Sales. If your delivery drivers aren’t sporting car toppers, you’re missing out on a prime advertising opportunity. Newman points out that car toppers are extremely effective for both generating new customers and creating repeat business, especially when they’re lit at night—yet many pizza companies miss out on this no-brainer. “They’re a simple way to gain an edge on your competitors,” he notes.
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Brar’s pizzeria has grown at a rapid pace since opening nearly four years ago, and with 11 drivers, he doesn’t have the room to store car toppers. He’s looking to expand his location and intends to purchase car toppers as well as logoed company cars. Meanwhile, Toppers’ drivers use car toppers on every delivery car, every day. “It’s a rolling billboard,” says Watt. “If you don’t use car toppers, you lose the opportunity to tell people that you deliver to their neighborhood.” At Noble Pie Parlor, cars are emblazoned with a car topper alternative—magnets. “People see the magnets and know we deliver there,” Leppek says. “And if the car is parked, they can write down our phone number. It’s free advertising!” Marketing Maneuvers. With each delivery, the customer can receive your branding message and information on your specials or menu, and even get a peek at your personality—all through your pizza box and smartly designed box toppers. At Toppers, custom-designed boxes tell the story of the pizzeria, touting fresh-baked dough and online ordering, and come with fliers promoting current specials. But there are also fun elements, such as a section on the box designed for the pizza maker to write a personal message. There’s a spot for the “double-check stamp,” which tells the customer that the order has been checked twice for accuracy. “Our box is covered with brand touchpoints, but we also want to ensure that the customer’s order is correct, every time,”
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“POS systems are essential to providing great delivery service because they assist in reducing the amount of time drivers spend in the store between deliveries. Our out-the-door time goals are monitored for each order on the driver dispatch before leaving the store. Elapsed times appear in green, yellow or red, depending on how old the order is.” —Al Newman, Hungry Howie’s Pizza Watt says. “Sometimes we’ll also do menu magnets, especially in college markets, where a new batch of students comes in every year.” Of course, Toppers actively uses social media to market its delivery option, which has paid off with nearly 70,000 likes on Facebook and almost 5,000 Twitter followers. Leppek, who owns a single operation, doesn’t have the budget for custom-printed boxes, so he found a more economical branding solution. “I had a stamp custom-made with my logo, and we stamp our plain white boxes with it,” he says. “The stamp also includes our phone number, Facebook and website. People see the boxes at houses or even in dumpsters, and it advertises for us with a cool vintage look.” The logo itself says “We Deliver” in the corner, so everywhere the logo is printed (including on T-shirts given away at weekly events), customers are informed that delivery is available. All print advertising mentions Noble Pie’s delivery, too, and the pizzeria finds a lot of business through Yelp, since the Yelp app allows customers to look for nearby restaurants that deliver (simply note this on your profile). Social media has also driven delivery, especially a savvy promotion advertised through these channels: If it’s raining or snowing, Noble Pie drops the delivery charge. “This helps boost sales on days when we might not get as much traffic in the restaurant,” Leppek says. At A Slice of Italy, Brar also eschews custom-made boxes and instead opts for box toppers, which he believes offer a bigger return for less investment. “We can change these frequently and can get a lot more information on them, especially about our online ordering, which is the No. 1 thing we’re pushing now—it’s plastered back and front on those fliers,” he says. “We always include our phone number, address, coupons and menu.” He also broadcasts the fact that his pizzeria delivers wine and beer, which attracts extra business (liquor cannot exceed more than 50% of the total order, so customers must also order food). Both old-school and new-school advertising help Brar attract delivery orders. He’s a regular on Facebook and does a lot of Yelp advertising so that his business shows up when anyone in his area searches for restaurants. “We spend $1,000 a month on Yelp, but it’s very effective,” he says. “We’re also involved with Google AdWords. We’re a small business, but we still have to compete with the big boys, and we want to attract the 25-to-45-year-old market.” In addition, fliers that promote delivery are regularly printed—25,000 every two weeks—which 46 PMQ Pizza Magazine The Pizza Industry’s Business Monthly
HUNGRY HOWIE'S
At Hungry Howie's, POS systems monitor out-the-door time goals for every order.
has helped contribute to month-over-month growth since the business opened.
5.
A Little Extra. When it comes to deliveries, do sweat the small stuff—from selecting quality hot bags to separating hot and cold items to monitoring drivers’ habits. “Monitor driver vehicle condition, and establish policies to ensure driver safety, hot bag use, driving directly to the house and back, limiting the number of orders per run, and what to do when the driver approaches the house (i.e., music volume, where to park and what to say at the front door),” Newman recommends. “Always communicate that time is always saved in the store, never on the road.” At Noble Pie Parlor, delivery range is kept to 2 miles or less to offset labor and gas costs while maximizing food integrity, and drivers don’t take out more than two deliveries at a time. “When you put pizza in a box or bag for 10 minutes or more, it’s not going to be as good, so it’s a matter of educating customers,” says Leppek. “We keep our delivery range smaller so we can provide great service to those who are in our range.” Leppek also notes that he instructs order takers to ensure fast delivery by asking for details: Is it a business or residence? Is there an apartment number? Do you need plastic utensils? “I tell employees to get more information than they think they need,” he says. “And you have to make sure the order is right, which requires communication among staff and double-checking everything.” Finally, don’t forget the power of presentation. Brar believes that today’s consumer, accustomed to drooling over delectable food photos and dishes prepared on TV cooking shows, expects food to look as good as it tastes. Now, he spends more for clear dome lids on pasta dishes to improve food visibility. If an item gets tipped over and leaks in transit, he’ll deliver the order with an apology and send out a replacement for free. If an order is incorrect, he’ll offer a free dessert or a discount on the next order—anything to make the customer happy. “With delivery, you have to look at everything together: good service and making the customer feel he’s wanted, food quality, presentation, driver,” Brar says. “We want to make sure the customer loves the whole experience. That’s what will make him call again.” Tracy Morin is PMQ’s senior copy editor.
FEATURE STORY SBARRO RECHARGED
Sbarro Recharged
The struggling chain emerges from Chapter 11 bankruptcy with a new fast-casual concept—Pizza Cucinova—and big plans for growth. By Rick Hynum
48 PMQ Pizza Magazine The Pizza Industry’s Business Monthly
PIZZA CUCINOVA
A
fter emerging from Chapter 11 bankruptcy in early June, Sbarro (sbarro.com)—once the quick-service pizza chain of choice for mall rats everywhere— hopes to bounce back with a new entry in the fast-casual segment: Pizza Cucinova (pizzacucinova.com), now with two locations in Columbus, Ohio. And if the concept takes off—and if a planned third concept called Brooklyn Fresh has similar success—it could spark a remarkable turnaround for a company that looked poised to go the way of the dinosaur just a few years ago, thanks to a presence limited almost exclusively to airports and food courts in slowly dying shopping centers. “The fast-casual segment is the place to be,” says Gerard Lewis, Sbarro’s chief concept officer for portfolio brands. “Pizza is not a small category—it’s a big category. Italian is not a small category—it’s a big category. So we’re very excited about being in this space.” The first Pizza Cucinova opened its doors last October, and the second one followed in March. Specializing in made-toorder Neapolitan-style pies baked quickly in gas- and woodburning Woodstone ovens, the concept’s strength lies in part in the simplicity of its menu, says Sbarro CEO David Karam,
a former Wendy’s executive who joined Sbarro in early 2012. “Let’s do fewer things better—that’s the philosophy here,” he says. “The menu’s tight, with basically two product lines— pizza and salads, plus one dessert item. We’ve tightened the focus on the menu, so we can really be best in class. I think that’s the expectation of the customer today.”
Rethinking the Brand Sbarro made headlines in early 2013 when the company filed for Chapter 11 bankruptcy protection, aiming to reorganize and reduce its debt. The plan called for the closure of more than 180 company-owned stores and cutting about 85% of the company’s outstanding debt. Its headquarters moved from Melville, New York, to Columbus to further reduce expenses and to launch the new Pizza Cucinova concept.
PIZZA CUCINOVA
PIZZA CUCINOVA
Sbarro aims for best-in-class status with Columbus, Ohio-based Pizza Cucinova, a fast-casual pizzeria specializing in Neapolitan-style pies baked quickly in gas- and wood-burning ovens.
August 2014
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“Let's do fewer things better. That's the philosophy here.” —David Karam It was the second bankruptcy in three years for Sbarro, but Karam says the company still maintains “a very strong brand position” both in the United States and overseas. “Frankly, the brand has been grounded primarily in the food courts of malls and has suffered over the years as a result of declining traffic in those venues,” Karam admits. “So the strategy we have crafted…is to really optimize the performance of the Sbarro brand. We’ve had very strong growth internationally and some stagnation and decline domestically in the past seven or eight years. So our challenge is, how do we reinvigorate that domestic growth and support and accelerate the international growth? We think the best way to do that is to tighten the focus on the brand.” That means rethinking the Sbarro menu—more pizza, fewer steam-table items—while sticking with shopping centers and airports, where customers still crave a quick slice to go. “We’ve made a lot of improvements in the product quality,” Karam notes. “We’ve put into place a number of operating disciplines to assure that the execution is really consistent with the recipe and the formulation of the product. We’ll continue to go down this path of [positioning Sbarro] as a very high-quality offering designed to play in these high-traffic venues.”
A Best-in-Class Entrée Meanwhile, Sbarro execs knew a good thing when they saw it, and that good thing was the fast-casual boom that has helped smaller chains like MOD Pizza (modpizza.com), Top That! Pizza (topthatpizza.com), Pie Five (piefivepizza.com) and PizzaRev (pizzarev.com) rocket to success. Pizza Cucinova was developed to capitalize on this burgeoning market. “It has become a more crowded space, but we think we have crafted a best-in-class entrée,” Karam says. “It’s truly a Neapolitan-style product. The flour is a Caputo flour from Italy. Many of the ingredients are locally sourced, and it’s all fresh and prepped every morning.” Lewis believes the artisanal movement is more than a passing fad. “When we talk about artisan, made-from-scratch, custombuilt pizza—these things may have been fashions and trends years ago, but now it’s becoming a culture,” he says. Pizza Cucinova follows the standard fast-casual model, with a large menu board behind the ordering line, where pizza makers build pizzas to the guests’ specifications. Pies at Pizza Cucinova come in two sizes—10” and 12”—and start at $5 and $8 for plain pies. Guests can begin with a choice of three bases— white, red or green—and add toppings for $1 apiece. Nine specialty pies fill out the menu, including the Margherita, Steak 50 PMQ Pizza Magazine The Pizza Industry’s Business Monthly
PIZZA CUCINOVA
STEVE GREEN
STEVE GREEN
PIZZA CUCINOVA
PIZZA CUCINOVA
Pizza Cucinova employees make their dough by hand every day and bake the pizzas in a superhot oven. In addition to nine specialty pies and several salads, the pizzeria offers one dessert item: a cheesecake baked fresh every morning.
and Gorgonzola, Pizza di Parma, Wild Mushroom, Quattro Carni, and Bruschetta and Sausage. Salads include the Caesar, Mixed Greens and Mediterranean at $4 and $7, plus the Roasted Beet Salad for $8. There’s one dessert item—a cheesecake baked fresh every morning—and a selection of craft beers, wines, sodas and tea. Master chef Tony Seta, known for his work at Bonefish Grill and Carrabba’s, helped develop the Pizza Cucinova menu, along with Lewis and Sbarro executive Anthony Missano. “Many of those pizzas—like the Pizza di Parma and the Wild Mushroom—are historic recipes from Naples,” Karam points out. Even so, the majority of guests opt to customize their pies. “We let the customer be the artisan so they can create their own recipes,” Karam adds. “That’s the essence of the brand. I would say 60% of our customers choose to make their own. I typically choose a pizza off the menu because the recipes are really beautiful.”
A Fresh Start In addition to Pizza Cucinova, Sbarro plans to roll out a third concept, called Brooklyn Fresh, this year. “It’s a step between Sbarro and Pizza Cucinova,” Karam says. “It’s a mainstream, fast-casual, urban-Italian restaurant with made-toorder New York-style pizza, pastas and salads and beautiful proteins, sauces and toppings, all at a very reasonable price. It’s a smaller, tighter footprint, more of a mainstream concept
PIZZA CUCINOVA
Master chef Tony Seta helped develop the Pizza Cucinova menu using historic recipes from Naples.
with a somewhat broader appeal than Cucinova, which is more select.” Once the new concept opens, Karam’s company will have carved out three niches for itself—the quick-service Sbarro
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“We’re not just looking to grow rapidly. We're looking to make sure we attract the right franchise relationships.” —David Karam
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brand; the higher-end, fast-casual Pizza Cucinova; and the midscale Brooklyn Fresh. “I think the growth potential is enormous,” Karam says. “We have discussions going on with a number of prospective franchisees for all of these concepts. It’s not just going to be a franchise model. We’ll have both company-owned and franchise [stores], and it’s going to be a partnership. We intend to develop the areas we pursue in a collaborative and selective way with franchisees.” In addition to running Wendy’s for years, Karam still owns 175 Wendy’s restaurants, so he knows a thing or two about
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Sbarro CEO David Karam (left) relaxes with Gerard Lewis, the company's chief concept officer, at one of Pizza Cucinova's two locations in Columbus, Ohio.
restaurant franchising. He says franchise partners for Sbarro, Pizza Cucinova and Brooklyn Fresh will need to have a solid understanding of the food business. “The concept has a high culinary content, so [we expect them to] understand the delicacy of the product and have an appreciation for the culinary dimension and the exacting specifications for the product. We’re not just looking to grow rapidly. We’re looking to make sure we attract the right franchise relationships.”
Rick Hynum is PMQ’s editor in chief.
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FEATURE STORY TIPS FOR OUTMANEUVERING THE NATIONAL CHAINS
SLAYING the Neighborhood GOLIATH
Part 2
In part two of a four-part series, expert consultant Tom Feltenstein offers 10 outsidethe-box promotions to help you compete against the national chains. By Tom Feltenstein
54 PMQ Pizza Magazine The Pizza Industry’s Business Monthly
S
harp restaurant operators know the truth about building a profitable operation: You can’t make money on customers who don’t show up. Over the years I’ve compiled an extensive list of moneymaking promotions that are proven to work in the foodservice environment. Some of them are easy to pull off; others require some longterm planning, creative thinking and perhaps even a touch of audacity. But when you’re competing with the major national chain that recently opened down the street, a little risk taking can pay handsome dividends. Here are some ideas to build up your slow nights, pack in the crowds and maintain your market share even when the big dogs show up in your backyard.
1.
The Spelling Error Ad. This one’s old-school, but sometimes the old-school approach helps you stand out from the pack. Take out a display ad in your local newspaper. The headline should read something like this: “There is a spelling error in this ad. If you spot it, we’ll give you $10 off any purchase of $20 or more.” The copy should go on to explain that, in order to receive the discount, guests must circle the error and bring the ad during their next visit to your restaurant. You can make the error as easy or as hard to detect as you’d like. The point is to get your customers to take the time to read and absorb your advertising message. This is a great way to do it!
To demonstrate your commitment to the community, shoot video footage of local sports teams in action and replay the highlights at your pizzeria.
2. 3.
Start snapping shots of your favorite guests and post them on a “wall of fame.”
Polaroid Testimonials. Buy a modern version of the classic Polaroid instant camera and start snapping shots of your favorite guests. These cameras—such as the Polaroid Pic300—allow you to shoot, print and share your photos on the spot. Take instant photos of your guests having fun in your restaurant and post them on your own “wall of fame” in the pizzeria. If the local bowling or softball team comes to eat at your pizzeria, take a group shot and post it on your wall, too. When customers see their photos in your restaurant, they know they’re important to you—and you’ll become important to them. You can even have the photos converted into tray liners or place mats and give them to your guests as souvenirs! (But always ask the customer’s permission before displaying their photos, and never take or post a child’s photo without a parent’s OK.)
Big Game Highlights. Speaking of local sports teams, here’s a way to hit a home run with your customers every time. Acquire or shoot video footage of that local soccer squad or bowling team’s game or match, then edit it and replay the highlights in your pizzeria on a designated night. Invite the team members to join you for this event, and they’ll bring their friends along to celebrate their big plays and to laugh at their blunders, all while they eat and drink in your restaurant. This high-scoring promotional idea also helps build your image as a pizza restaurant that is heavily involved in your community. You can also share highlight clips on your Facebook wall through the Vine video app to build your social media audience. (Using Vine videos will have special appeal to younger customers, who may even share your videos with friends on their phones. With that in mind, make sure that you brand the video clips with your pizzeria’s name, logo, website address and other key information.) August 2014
pmq.com 55
4. 5. 6.
The Tab’s On Me. Here’s a fun way to build bar sales and boost traffic. This promotion encourages customers to buy drinks for their friends or acquaintances, even if those friends aren’t present at the time. Set up a chalkboard behind the bar and have your bartender keep track of the drink buyer’s name, the type of drink he has bought for his friend and the name of that friend. Let the buyer add a brief dedication or message to his friend as well. The drink buyer can even take advantage of your happy hour prices, and the recipient can redeem the beverage on any visit. With this promotion, your existing customers will serve as brand ambassadors, bringing in new customers from their circle of friends. You can also expand the promotion to include items from the food menu. Anniversary Thank-You. This anniversary-themed promotion helps build community awareness, goodwill and customer loyalty. Using your loyalty program database, display a list of 100 customer names on a bulletin board or display area inside your restaurant. Anyone who comes into the restaurant during your anniversary week promotion and finds his or her name on the list gets a free pizza or entree. To reward larger parties, give everyone else in that customer’s group a free soft drink or dessert. Seize this opportunity to sign up all new guests for your loyalty program so they’ll have a chance for a free meal next year.
Beat the Clock! Entice seniors in your community to dine at your establishment by handing out “Early Dinner Club” cards. Offer a 15% discount to any senior who presents the card during specified hours, such as between 4 p.m. and 6 p.m. on any day of the week. When the seniors bring their friends or family members, sign them up for the promotion with a short-form application. This allows you to create a database of names and addresses for your mailing list. To flatter your customers, make sure to ask for proof of age!
When big chain competitors move into your neighborhood, unorthodox promotions can help maintain your customers’ loyalty.
56 PMQ Pizza Magazine The Pizza Industry’s Business Monthly
Let guests set up their friends with drink tabs to be redeemed at a later date.
8.
One Dollar Off. Here’s another promotion that will stimulate business during your early dinner hours. During a specified period of time, give every customer a $1 discount off his ticket and multiply the discount by the number of people in the party. In other words, if there are four people in the party, take $4 off the entire check. You can vary the hours for the special to suit your needs, but I recommend offering the promotion between 5 p.m. and 6:30 p.m. If your community has a large concentration of senior citizens, you may want to back the start hour to 4 p.m. or 4:30 p.m., as seniors like to dine early. This promotion also appeals to moviegoers and other people who have time commitments for meetings, sporting events, etc. Support the promotion with social media, direct mail, table tents, posters and menu inserts.
9.
May I Have Your Autograph? If your city has a major sports franchise, do a little networking with the team and try to procure autographed photos from popular team members. Then give away the signed photos to your guests via social media (of course, they’ll have to come in and buy a pizza to receive their prize) or during an in-house promotion. If possible, arrange for team members to sign autographs in your restaurant on special days. Give customers a chance to win team-autographed footballs, basketballs, jerseys and other items as well.
10.
The $2 Smile Button. It can be hard to get your waitstaff to smile for the customers, but here’s a way to make it worth their while. Have them wear “smile” buttons and attach a $2 bill to each button with a little note that reads, “If I don’t smile, you get this $2 bill.” Give each server five $2 bills in total, and tell them they can keep the money they didn’t have to give away to their customers. That will keep them grinning! (I know what you’re thinking. Why $2 bills? Because they’re unusual and interesting in and of themselves. Guests will definitely notice them!)
Tom Feltenstein is a restaurant marketing consultant and the CEO/founder of Tom Feltenstein’s Power Marketing Academy. Learn more at PowerMarketingAcademy.com.
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FEATURE STORY ITALY 2014 WRAPUP
Jamie Culliton (far left) finished No. 2 in the Freestyle Category of the World Pizza Championship, held this spring in Parma, Italy.
WORLD STAGE STUDIO PUGGINA
THE
U.S. Pizza Team shines in acrobatic and culinary competitions at the 2014 World Pizza Championship in Parma, Italy. By Rick Hynum
58 PMQ Pizza Magazine The Pizza Industry’s Business Monthly
Exclusive Pizza TV Coverage of the World Pizza Championship
F
or veteran pizzaiolo and U.S. Pizza Team coach Jamie Culliton, the 2014 World Pizza Championship was more than just another pizza competition. It was a chance to make a long-held dream come true. Facing off against some of the best dough spinning “pizzathletes” on the planet in the Freestyle Acrobatics category, Culliton strode onto the stage as a bevy of beauties tossed flowers at his feet. With deft hand motions and practiced rhythm, he eased into a finely honed routine, set to Justin Timberlake’s “Suit and Tie,” that revved up the crowd and electrified the room. And when it was all over, Culliton walked offstage as the No. 2 dough spinner in the world. “I had dreamed of that day for years,” Culliton says, recalling the moment his second-place finish was announced. “I was so proud to wear the American flag and represent my country in front of the entire pizza world.” Culliton’s performance was a major highlight of this year’s trip to Parma, Italy, for the U.S. Pizza Team (USPT), which captured first prize in the Team Acrobatics category at the 2011 World Pizza Championship in Salsomaggiore, Italy. Culliton’s fellow USPT members, meanwhile, also shone in acrobatic and culinary contests throughout the three-day event. “This was one of the finest teams we’ve ever brought to Italy,” says Steve Green, publisher of PMQ Pizza Magazine and creator of the U.S. Pizza Team in 2000. “They held their own against the very best in the world and represented their country admirably. We couldn’t have been prouder of them.”
BRIAN HERNANDEZ
DANIEL PEREA
MELANIE ADDINGTON
“Suit and Tie” Culliton says he had practiced his “Suit and Tie” routine for six months, winning with it first in the USPT Trials held at the North America Pizza and Ice Cream Show in Columbus, Ohio, back in February. “Since that win, I edited and reworked it until I had it just right,” he says. “The women throwing flower petals was added in at the last minute. They were very happy to help me, and I should take this opportunity to thank them. I feel like that really put the routine over the top for entertainment value.” He started out a tad cautiously, Culliton recalls, “but once I hit a few of my combos, I really started to feel it. There was a point where I knew the dough felt great, and I was very comfortable. I could hear the crowd cheering and applauding, especially the rest of the team. Their support was a huge confidence booster and motivator. The key was to keep the energy level high. I think we accomplished that!” Meanwhile, Culliton’s friend and teammate Dave Sommers, owner of Mad Mushroom Pizza (madmushroom.com) in West
DANIEL PEREA
Scenes from Parma (from top); An artistic pizza is made by USPT member Jane Mines; Michael Stevens presents a pie; Heather Zook poses with a competition referee; Dave Sommers competes in the Largest Dough Stretch category.
August 2014
pmq.com 59
BRIAN HERNANDEZ
MELANIE ADDINGTON
USPT members took Parma, Italy, by storm this year. (Clockwise from left) Leonardo Giordano finishes up a competition pie; Jane Mines chats with an emcee; Bradley Johnson stretches some dough; Jason Samosky smiles for the camera; artsy pies were a feast for the eyes; and Gina Rago preps some dough to make a pizza.
60 PMQ Pizza Magazine The Pizza Industry’s Business Monthly
DANIEL PEREA
DANIEL PEREA
DANIEL PEREA
MELANIE ADDINGTON
Lafayette, Indiana, powered through his own routine to finish fifth in the world (out of 24 competitors) in the Largest Dough Stretch competition. Sommers also partnered with Michael Stevens, owner of Palo Mesa Pizza (palomesapizza.com) in Arroyo Grande, California, in the Pizza For Two category and finished 16th out of 43 competitors. Sommers and Stevens weren’t the only USPT members to make an impact in the culinary contests in Parma. Rick and Jane Mines, co-owners of Nima’s Pizza (nimaspizza.com) in Gassville, Arkansas, placed 17th in the Pizza For Two category. Jane Mines also finished 19th out of 50 in the Pizza On the Peel category, while Heather Zook, owner of Sinfully Gluten-Free (sinfullygf.com) in Centerville, Ohio, placed 21st out of 33 in the Gluten-Free competition. Stevens was the top-ranking American in the Classic Pizza category, finishing 67th out of 349 contestants with a pizza featuring anchovies, tomatoes, basil, buffalo mozzarella, salami and aged balsamic vinegar. Other USPT members who competed at the event include Leah Scurto and Tim Silva of the California chain Pizza My Heart (pizzamyheart.com); Jason Samosky of Samosky’s Homestyle Pizzeria (samoskyspizza.com) in Valley City, Ohio; Leonardo Giordano of Mona Lisa Pizza (monalisasi.com) in Staten Island, New York; Shawn and Emily Dugan of Shorty’s Pizzeria (shortyspizzeria.com) in Parkersburg, West Virginia; Bradley Johnson of Mellow Mushroom (mellowmushroom.com) in Chattanooga, Tennessee; Michael LaMarca of the Master Pizza (masterpizza.com) chain in northeast Ohio; Gino Rago of Panino’s Pizzeria (paninospizzachicago.com) in Chicago; Vic DiOrio of DiOrio’s Pizza & Pub (dioriospizzaandpub.com) in Louisville, Kentucky; and Greg Spaulding of Puccini’s Smiling Teeth (puccinissmilingteeth.com) in Lexington, Kentucky.
(Left to right) Shawn Dugan, owner of Shorty's Pizzeria in Parkersburg, West Virginia, discusses his pizza with an emcee at the World Pizza Championship; Leah Scurto (center) of California chain Pizza My Heart shows a pizza to the competition judges.
DANIEL PEREA
DANIEL PEREA
The U.S. Pizza Team is sponsored by California Milk Advisory Board; Gordon Food Services; La Nova; Paradise Tomato Kitchens; Bag Solutions; Fontanini Meats; Lillsun Manufacturing; Marsal & Sons; Pendleton Flour Mills; Univex; Presto Foods; and PizzaInsurance.com.
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All told, more than 30 countries sent squads to Parma, and more than 600 pizza makers took part in various categories of competition. Top prizes in the Classic Pizza contest went to: 1st Place—Giulio Scialpi, Pizzeria Barsetum, Putignano, Italy. His Pizza Contadina (Country Pizza) was made with mozzarella stracciatella, sautéed eggplant, caciocavallo cheese, bread crumbs, anchovies and burrata. 2nd Place—Diego Segato, Pizzeria Roca D’asolo, San Vito di Altivole. His Primavera Asolana (Springtime in Asolo) was topped with San Marzano tomatoes, organic mozzarella, white asparagus, hops florets, bacon, tomato confit and Parmigiano flakes. 3rd Place—Davide Bianchi, Pizzeria Sant’Ampelio, Bordighera, Imperia. He scored with the Bordighera Monet, prepared with fior di latte mozzarella, swordfish slices marinated in extra-virgin olive oil, lemon, pink pepper, champagne, cherry tomatoes, Parmigiano-Reggiano, arugula and taggiasche olives. The competition was Leah Scurto’s first experience on the world stage. “It was amazing, but it did have its challenges,” she says. “Having never been there, I had no idea if we would find the ingredients we wanted in the markets. We came with a plan A and a plan B, and we ended up using plan C.” Scurto admits she wasn’t satisfied with her scores, but she hopes for another shot. “I would love to come back, espeAugust 2014
pmq.com 61
MELANIE ADDINGTON
cially now that I know the drill,” she says. “All of the USPT members were fantastic. It really felt like a team as everyone came together to help each other out and covered each other’s backs. The competition itself was a bit intimidating, with all the cameras everywhere, but that also made it more exciting. I see this year as a learning experience, and I know what to do differently in the future and exactly what to expect.” Culliton has competed in the Italy event before, but this year’s contest was a once-in-a-lifetime triumph for him. “I
Members of the U.S. Pizza Team take a moment to thank the corporate sponsors of their trip to the World Pizza Championship in Parma, Italy.
finally fulfilled a goal I’ve been working toward for 10 years,” he says. “It has given me a great sense of pride that all my hard work finally paid off. “I love being with the U.S. Pizza Team and traveling through Italy,” Culliton adds. “I’m so lucky to have the opportunity to meet so many great people and share so many awesome experiences with some of the best pizza makers in the world.” Rick Hynum is PMQ’s editor in chief.
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SMARTMARKET Industry innovators share their insights and expertise to help you attract more customers and sell more pizza. u Flatbreads: Pizza for a New Generation u Product Spotlight
Sponsored Section
August 2014 S1
SMALL
TRIM SPONSORED CONTENT
SMARTMARKET TYSON FOODS
Flatbreads: Pizza for a New Generation Pizzeria operators can use flatbreads to develop new, exciting and on-trend menu concepts.
W
hen we think about the evo-
lution of bread over the last 20 years or so, the trend has
been menu versatility. There’s nothing more exciting than a product that can
be used across an entire menu—left to right, from appetizers to desserts—dur-
ing any day part. Flatbreads aren’t just the new workhorse carriers for toppings;
they offer a unique flavor and bite that
adds a unique dimension to traditional menu items while providing operators
an opportunity to develop exciting and
innovative menu concepts with an ontrend product.
Aside from the obvious Italian-inspired
menu opportunities, operators can top a flatbread with a variety of toppings, such
as avocado, arugula and pesto, or use them as the bread for dips and appetizers.
Any kitchen staff member who knows how to use an oven can prepare a delicious flatbread offering using BONICI premade flatbreads from Tyson Foods.
TYSON FOODS
Major chains are even using flatbreads as
business. What could be better than that?
Consumers get the opportunity to enjoy
sine favorites, such as BBQ chicken and
A Fast-Growing Phenomenon
the unique toppings operators offer them.
home beside a soup or salad and are very
creases on menus since 2009. In fact,
Why Premade?
years, and flatbread dishes have grown
his flatbread—perhaps he has a from-
a foundation for traditional American cui-
their traditional favorites while adding
pulled pork. Flatbreads are also right at
Flatbread pizzas have seen strong in-
popular for sandwiches.
they’ve grown 96% over the past five
If an operator is getting menu credit for
by 75% on all appetizer and entrée
scratch product his pizzeria is known
If you aren’t serving flatbreads, you’re
missing big opportunities to increase
profit margins on traditional dishes, to develop new menu concepts and to meet consumer demands. Consumers are givTYSON FOODS
ing operators permission to grow their
menus in the past year, according to research firm Datassential. Consumers
are driving the demand for these alter-
natives. They love the healthier-for-me aspect of flatbreads. It allows them to
satisfy their need for indulgence in pizza with the perception of consuming fewer calories than a standard pizza crust or
even sandwich breads. Additionally, the flatbread appeals to consumers’ desires
for customization. A build-your-own
flatbread pizza gives consumers that personal, made-fresh-for-me menu option. S2 August 2014 Sponsored Section
for and can upcharge for—it may be a good idea to stick with the way he’s doing business. However, premade flatbread
options—such as BONICI® products from Tyson Foods—are a great opportunity for
operators to get something new on the menu without investing in training for
their kitchen staff. Preparing a flatbread from scratch is a different process than
standard pizza dough; fortunately, with a premade flatbread, if the kitchen staff knows how to use an oven, they can prepare a flatbread.
SMALL TRIM
Tyson® Boneless Wings
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The BONICI® Flatbread is a 6”-by-13”
rectangle that comes in quantities of 80
per case and ships frozen with a 180-day shelf life. Tyson Food Service has four
other flatbreads in its Mexican Original®
brand. The Mexican Original® Flatbreads come in 6” and 7” round shapes with both thin and standard thicknesses.
Versatility and Premium Appeal Flatbread dishes carry premium appeal.
Crispy toasted BONICI flatbread wedges go perfectly with a side salad.
Whether it’s the personalization of a pizza
or the add-on as bread for a soup or salad dish, consumers are looking for flatbreads
on menus, and flatbreads bring in higher menu prices compared to dishes without
flatbreads. From an operations standpoint, operators can get endless versatility with only one case of product in their freezer. Flatbreads lend themselves to a
wide variety of menu applications, from
TYSON FOODS
appetizers and salads to entrees and even desserts. Here are some examples of how
flatbreads can be incorporated into every category on your menu:
Soup Category A miniature Asiago and Provolone grilled
cheese flatbread atop a cup of classic
Appetizer Category
French onion soup.
Uber-cheesy spinach and artichoke dip
Salad Category
with crisp, buttery toasted flatbread for dipping.
A Southwest Caesar salad accompanied by
a crispy, chile-seasoned, garlic Parmesantoasted flatbread wedge.
Sandwich Category Artisan-style flatbread layered with handcarved hardwood smoked ham, creamy, melted Gruyère cheese, baby spinach,
grilled red onion, seasoned ripe tomatoes and a zesty honey-spiked cracked mus-
tard spread, served hot and fresh off the panini grill.
Dessert Category Brown sugar and cinnamon-dusted flat-
bread chips served with a side car of
creamy, vanilla bean-spiked crème anglaise for dipping.
Breakfast Category Thin, artisan-style flatbread layered with crispy, applewood smoked bacon, a TYSON FOODS
Customers love the healthier-for-me aspect of flatbreads.
S4 August 2014 Sponsored Section
fluffy egg white omelet, and white Ched-
dar cheese, freshly toasted for a hot and healthy, on-the-go breakfast option.
Entrée Category: Flatbread/ Flatbread Pizza A thin and crispy flatbread topped with the customer’s choice of premium ingre-
dients and cooked to order in your signature wood-fired oven. Options include:
Sauces
• Tomato Basil
• Creamy Garlic-Parmesan Sauce • Chimichurri-style Pesto
Cheese
• Mozzarella • Provolone
• Parmesan-Asiago Blend • Cotija-Jack Blend
Veggies
• Grilled Mushrooms • Roasted Peppers • Grilled Onions
• Fresh Baby Spinach
Meat
• Seasoned Pulled Chicken • Shaved Steak
• Smoked and Pulled Pork • Shrimp
To learn more about BONICI products, visit bonici.com or call 800-248-9766.
SMARTMARKET PRODUCT SPOTLIGHT
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Luxe Bloom provides natural, long-lasting rose arrangements to pizzeria operators on a monthly basis. Their nowater promise ensures a no-care, responsible, green prod-
uct that can maintain its natural beauty and last up to 60
days. Available in more than 30 colors and designs, they’re perfect for hostess stands, dining tables and other settings in your pizzeria. 312-492-7772, luxebloom.com
Feel the Burn Designed for wood-fired ovens, Vamparossa gas burners are
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The Tools You Need Making world-class wood-fired pizza goes beyond the reci-
pe; you first need to invest in high quality pizza oven tools. BestPizzaSupplies.com has every tool needed to craft supe-
rior pizza, including long-handled GHA (Golden Hard Anodizing) peels, turning peels and stainless steel oven brushes, shovels and rakes. 877-511-8872, bestpizzasupplies.com
The Towering Inferno New York Brick Oven Company’s team of artisans and
pizza makers have been building and designing custom wood-fired and gas brick ovens worldwide for more than
20 years. Their new Inferno Series Revolving Brick Ovens come in four sizes with wood, gas or both and feature a
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Ready for Production Lloyd Pans’ water-based, stick-resistant coatings offer excellent performance and require little or no special
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ADVERTISER INDEX AUGUST 2014 Advertiser
Phone Website
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AM Manufacturing . . . . . . . . . . . . . . . . . . . . . . . 708-841-0959 . . . . . . ammfg.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 39 Baron Media . . . . . . . . . . . . . . . . . . . . . . . . . . . . 888-843-0959 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 71 Bay State Milling . . . . . . . . . . . . . . . . . . . . . . . . 800-553-5687 . . . . . . baystatemilling.com . . . . . . . . . . . . . . . . . . . . . . Cover 2 Bellissimo . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 800-813-2974 . . . . . . . bellissimofoods.com . . . . . . . . . . . . . . . . . . . . . . . . . . 21 Breakaway POS . . . . . . . . . . . . . . . . . . . . . . . . . 817-299-4500 . . . . . . . breakawaypos.com . . . . . . . . . . . . . . . . . . . . . . . . . . . 47 Delivery Bags USA . . . . . . . . . . . . . . . . . . . . . . 888-501-2247 . . . . . . deliverybagsusa.com . . . . . . . . . . . . . . . . . . . . . . . . . . 73 EZ Dine . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 877-853-1263 . . . . . . ezdinepos.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 72 Fontanini . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 800-331-6370 . . . . . . . fontanini.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 31 Fruit Fly Bar Pro . . . . . . . . . . . . . . . . . . . . . . . . 888-282-3079 . . . . . . fruitflybarpro.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 44 Grande Cheese . . . . . . . . . . . . . . . . . . . . . . . . . 800-8-GRANDE . . . . . grandecheese.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3 Hoodmart . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 800-715-1014 . . . . . . . hoodmart.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 75 HTH . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 800-321-1850 . . . . . . hthsigns.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 74 La Nova . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 716-881-3366 . . . . . . lanova.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Cover 4 Liguria. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 800-765-1452 . . . . . . . liguriafoods.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 52 Lloyd Pans . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 800-748-6251 . . . . . . . lloydpans.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 23 Luxe Bloom . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 312-492-7772 . . . . . . . luxebloom.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 75 MF&B Restaurant Systems . . . . . . . . . . . . . . . 888-480-EDGE . . . . . edgeovens.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 51 Marsal & Sons . . . . . . . . . . . . . . . . . . . . . . . . . . 631-226-6688 . . . . . . marsalsons.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 61 Microworks . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 800-787-2068 . . . . . . . microworks.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9 Middleby Marshall . . . . . . . . . . . . . . . . . . . . . . . 877-34-OVENS . . . . . . wowoven.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7 Moving Targets . . . . . . . . . . . . . . . . . . . . . . . . . . 800-926-2451 . . . . . . movingtargets.com . . . . . . . . . . . . . . . . . . . . . . . . . . . 25 MPP Marketing . . . . . . . . . . . . . . . . . . . . . . . . . . 866-889-8745 . . . . . . . mppmarketinggroup.com . . . . . . . . . . . . . . . . . . . . . . . 73 NAPICS . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . napics.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 64 Neil Jones Food Company . . . . . . . . . . . . . . . . 800-291-3862 . . . . . . njfco.com/italian . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 29 Padilla Group . . . . . . . . . . . . . . . . . . . . . . . . . . . 800-725-7242 . . . . . . . padillagroup.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 35 Peerless Ovens . . . . . . . . . . . . . . . . . . . . . . . . . 800-548-4514 . . . . . . peerlessovens.com . . . . . . . . . . . . . . . . . . . . . . . . . . . 53 Pendleton Flour Mills . . . . . . . . . . . . . . . . . . . . 855-809-9089 . . . . . . pfmills.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Cover 3 Perfect Crust . . . . . . . . . . . . . . . . . . . . . . . . . . . . 800-783-5343 . . . . . . . perfectcrust.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 74 Pizza Ovens . . . . . . . . . . . . . . . . . . . . . . . . . . . . 877-367-6836 . . . . . . . pizzaovens.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 63 Pizza Skool . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 517-395-4765 . . . . . . . traintogreatness.com . . . . . . . . . . . . . . . . . . . . . . . . . . 74 Pizza Solutions . . . . . . . . . . . . . . . . . . . . . . . . . . 855-289-6836 . . . . . . pizzasolution.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . 57 Riserved Cheese . . . . . . . . . . . . . . . . . . . . . . . . 888-761-3281 . . . . . . . sysco.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 11 Rock Tenn . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 816-415-7359 . . . . . . . rocktenn.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 19 Saputo Cheese . . . . . . . . . . . . . . . . . . . . . . . . . 800-824-3373 . . . . . . . saputofoodservice.com . . . . . . . . . . . . . . . . . . . . . . . . 43 Somerset Industries . . . . . . . . . . . . . . . . . . . . . 978-667-3355 . . . . . . . smrset.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 60 Stanislaus . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 800-327-7201 . . . . . . . stanislaus.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4, 5 Sunray Printing Solutions . . . . . . . . . . . . . . . . 320-492-3017 . . . . . . sunrayprinting.com . . . . . . . . . . . . . . . . . . . . . . . . . . . 64 Todarini Foods . . . . . . . . . . . . . . . . . . . . . . . . . . 855-279-6977 . . . . . . . todarinifoods.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . 15 Tyson Foods, Inc . . . . . . . . . . . . . . . . . . . . . . . . 800-248-9766 . . . . . . . tysonfoodservice.com . . . . . . . . . . . . . . . . . . . .
67 (S4)
Univex . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 800-258-6358 . . . . . . univexcorp.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 45 uZAPPit . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 800-872-8778 . . . . . . . uZAPPit.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 71 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
CHEESE CONT.
Have you been iserved? TM
For more information call (888)-761-3281, or scan the QR
BAKING SCHOOLS AMERICAN INSTITUTE OF BAKING..........................................................Manhattan, KS 785-537-4750.................................................................................Fax: 785-537-1493
BAKING STONES CALIFORNIA PIZZA STONES............................................. www.californiapizzastones.com Virtually indestructible and impervious to thermal shock. 100% Guarantee against cracking. (707) 545-6528.......................................................... support@CaliforniaPizzaStones.com
COMPUTER SYSTEMS: POINT OF SALE
FIBRAMENT-D BAKING STONE.....................................................www.bakingstone.com 708-478-6032.......................................NSF approved baking stone for all ovens by AWMCO
CARD PROCESSING
CHEESE
WE’RE IN TOUCH WITH YOUR POS NEEDS. ■ ■ ■ ■ ■
Integrated Inventory Management Marketing Systems Result Mapping Online Ordering System and much more!
817.299.4500 sales@BreakawayPOS.com www.BreakawayPOS.com 78 PMQ Pizza Magazine The Pizza Industry’s Business Monthly
THE PIZZA EXCHANGE PIZZA INDUSTRY RESOURCE GUIDE CRUSTS
COMPUTER SYSTEMS: POINT OF SALE All The Tech Your Pizzeria Needs Tablet and Traditional Point-of-Sale • Integrated online & smartphone ordering •
• •
Self Serve Kiosk ordering Automated customer loyalty marketing
800.750.3947
CALL FOR A DEMO TODAY!
www.granburyrs.com
Incredible Affordable Pizza POS! $
CUSTOMER LOYALTY
The POS software of choice for thousands of pizzerias over more than a decade. Detailed features and demo software available at the Point of Success web site.
599 ®
(800) 752-3565
CUTTING BOARDS - EQUAL SLICE
www.pointofsuccess.com
DOUGH
DeIorio Foods
@DeIorios
blog.DeIorios.com
DeIorios.com
pmq.com/Recipe-Bank/
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THE PIZZA EXCHANGE PIZZA INDUSTRY RESOURCE GUIDE DOUGH BOWLS
DOUGH TRAYS/PROOFING TRAYS CONT.
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
• 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
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 DOUGH DIVIDERS/ROUNDERS
When Dough Matters! Eliminate racks, lids and tins with our stackable, airtight and cost effective Dough Trays. 1-502-969-2305 www.DoughTrays.com COST EFFECTIVE
STACKABLE
AIRTIGHT
DURABLE
ORDER DIRECT
4601 COMMERCE CROSSINGS DR., STE 300, LOUISVILLE, KY 40229 | p: 502-969-2305 | f: 502-810-0907
WWW.DOUGHTRAYS.COM
FLOUR, GLUTEN-FREE BAY STATE MILLING GLUTEN-FREE PIZZA MIX............................................ baystatemilling.com Gluten-Free All-Purpose Flour, Custom-blends and Co-Packing Dedicated production area for exceptional purity...........................................................800-55-FLOUR
FLOUR
DOUGH PRESSES, ROLLERS
800.835.0606 ext. 205 | www.doughxpress.com
dough presses, dough dividers/divider rounders, dough dockers, carts and accessories
80 PMQ Pizza Magazine The Pizza Industry’s Business Monthly
THE PIZZA EXCHANGE PIZZA INDUSTRY RESOURCE GUIDE GELATO
FLOUR CONT.
FOOD DISTRIBUTORS
True Artisan Gelato
(888) 316-1545 www.stefanosgelato.com
GLUTEN-FREE PRODUCTS W H O L E S O
M E
&
D E L I C I O U S ™ WHOLES
OME & DELICIOUS
™
HYGIENE
A FLY KILLER Kills all flies, cockroaches & spiders Guaranteed elimination
888-282-3079, or 631-237-1414 www.fruitflybarpro.com
INDUSTRY STATISTICS 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
RESTAURANTDATA.COM Easy Access ■ Flexible Searches ■ Smart Results 1 Bridge St • PO Box 285 • Irvington NY 10533 • 914-591-4297
INSURANCE PIZZAPRO..............................................................Low cost pizza delivery insurance program Contact Julie Evans (717) 214-7616..............................................................www.pizzapro.amwins.com
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
®
FRANCHISE CONSULTANTS
FROZEN YOGURT
Frozen Yogurt = $ Add frozen yogurt as a profit center.
1-800-788-0808 www.nancis.com/pizza
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THE PIZZA EXCHANGE PIZZA INDUSTRY RESOURCE GUIDE MACHINERY/OVENS/EQUIPMENT
MIDDLEBY MARSHALL
OVENS MIXERS
RANDELL
PREP TABLES
AMERICAN RANGE
WALK-INS
SOMERSET
PARTS SMALLWARES
82 PMQ Pizza Magazine The Pizza Industry’s Business Monthly
1-800-426-0323
www.northernpizza.com
IMPERIAL
THE PIZZA EXCHANGE PIZZA INDUSTRY RESOURCE GUIDE MACHINERY/OVENS/EQUIPMENT CONT.
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.
MAGNETS
MASTER CHEF/TRAINING
MAGNETS 7.9¢ ea. • Business Card Magnet • Pizza Slice Magnet
Dine In•Carryout•Catering
• Free Design Work
2503B N. Harrison St. 6 Arlington, VA 22207-161
• 2,000 minimum
703-237-0200 www.pie-tanza.com
MEAT TOPPINGS BURKE CORPORATION....................................................................................... www.BurkeCorp.com Italian, Mexican-Style and Specialty Fully Cooked Meats Contact: Liz Hertz.............................. sales_info@burkecorp.com.............................800-654-1152
800-521-4773
www.magneticattracations.com/BCM MAILING SERVICES
SUGAR CREEK PACKING CO.,............................... Private Label Precooked Meat Topping Specialists www.sugarcreek.com.......................................800-848-8205............................sales@sugarcreek.com
TODARINI FOODS.......................Featuring Italian ChickenTM & Sicilian ChickenTM Pizza Toppings www.todarinifoods.com......................................................................................... 855-279-6977
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
pmq.com/Recipe-Bank/
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THE PIZZA EXCHANGE PIZZA INDUSTRY RESOURCE GUIDE MIXERS CONT.
ONLINE ORDERING
Mixing, Dividing, Rounding, and Spinning www.univexcorp.com Tel. 800-258-6358 Fax. 603-893-1249
MOBILE CATERING TRUCKS/UNITS
PIZZA BOXES MOISTURE-ABSORBENT TOPPINGS CONDITIONER
OLIVES PIZZA BOX LINERS
PIZZA TRAINING
ON HOLD MARKETING
pmq.com/Recipe-Bank/ 84 PMQ Pizza Magazine The Pizza Industry’s Business Monthly
THE PIZZA EXCHANGE PIZZA INDUSTRY RESOURCE GUIDE PIZZA DELIVERY THERMAL BAGS
Metal is the right choice. Aluminum is lighter and longer lasting that wooden peels. Introducing the ultimate perforated pizza peel to easily sift away excess flour. Tailored to your preferred length, shape and functionality. 100% made in Italy and available in America, close to you with the service you need. Pro fe & r ssion est au al too ran ts, ls for sin piz ce z 19 erias 86 .
GI.METAL USA, INC Phone (630) 553 9134 www. gimetalusa.com info@gimetalusa.com
Be Smart. Wood is over.
MADE IN ITALY
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THE PIZZA EXCHANGE PIZZA INDUSTRY RESOURCE GUIDE PIZZA DELIVERY THERMAL BAGS
PIZZA OVENS CONT.
Keep Your Pizza HOT & DRY 5 Pie & 10 Pie Bags
Electric Pizza Delivery Bags 888-556-2024 • www.RediHeat.com Call or Order Online
CUSTOMERS CARE
HOW THEIR FOOD IS DELIVERED The Electric HOTBAG™ Heated Delivery System Heats and stays at 160-175F Dry electric heat = No Moisture 1000 Denier Nylon Construction Two Heating Elements Easy to clean
Any quantity or mix of bags AC to DC power supplies Heat all bags simultaneously Quick release power connectors
www.hotbag.com 800-927-6787 Made in the USA
NO MORE COLD & SOGGY FOOD, NO MORE UNHAPPY CUSTOMERS!
PIZZA OVENS EARTHSTONE OVENS, INC. ................6717 San Fernando Rd....................Glendale, CA 91201 800-840-4915........................Fax: 818-553-1133........................... www.earthstoneovens.com All units UI listed. 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 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 86 PMQ Pizza Magazine The Pizza Industry’s Business Monthly
Stone Deck, Pizza Dome, and Bakery
www.univexcorp.com Tel. 800-258-6358 Fax. 603-893-1249
THE PIZZA EXCHANGE PIZZA INDUSTRY RESOURCE GUIDE PIZZA PANS CONT.
PIZZA OVENS CONT.
AMERICAN MADE
WWW.XLTOVENS.COM
Pizza Screens • The Ultimate in Bake Disks Pizza Pans... Round, Square, & Rectangular Sauce/Cheese Rings • Pan Covers Pizza Cutters/Knives
TO ORDER CALL (316) 943-2751 | TOLL-FREE: (888) 443-2751 | FAX: (316) 943-2769
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 •
National Marketing, Inc.
www.nminc.com 800-994-4664
PIZZA PANS
734-266-2222
Fax: 734-266-2121
Manufacturers’ Direct Pricing • Call or order online • We export
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
pmq.com/Recipe-Bank/
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THE PIZZA EXCHANGE PIZZA INDUSTRY RESOURCE GUIDE PIZZA SUPPLIES CONT.
REFRIGERATION
PRINTING
SAUCE
We Will Beat Any Advertised Menu Deals...Guaranteed!!!*
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
18” plain pizza & 20 wings
FULL SERVICE CATERING
G’s Mama PIZZA
$ 19.95
(pick up only)
$26 .99
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
18” plain pizza & 40 wings
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.
$38 .99
Pizza
by the Slice
PRSRT STD ECRWSS U.S. Postage PAID EDDM Retail
ECRWSS
Local Postal Customer
PIZ
Vitanella Pizzeria ’s
other sizes available 7-10 day turnaround Pizza
Round Home Delivery and Neapolitan: Phone Orders md. 14” Regular $10.99 Pepperoni, Toppings: Lg. 18” sausage, $12.99 md full mushrooms, Square $1.25 md Sicilian: ham, bacon, half $.75 18” $14.99 Gourmet lg full $2.00 black olives, Toppings: onions, lg half Grilled peppers, $1.00 md full chicken, broccoli, $1.95 md breaded spinach half $.95 chicken, anchovies, basil, eggplant, lg fullSun—Sat roasted or extra $2.95 red peppers, 4pm—Midnight Plain Pizza: pesto, prosciutto, lg half $1.95 cheese sliced tomatoes, the original fresh mozzarella, Buffalo sundried mozzarella Chicken: artichokes, tomatoes, cheese and spicy boneless kalmata pizza sauce BBQ Bacon olives, olives, ricotta buffalo Ranch: style chicken tangy BBQ White and mozzarella Md 14” w/ Broccoli: chicken and bacon seasoned White: pieces drizzled $10.99 broccoli fresh garlic lg 18” in a ricotta with creamy and ricotta mozzarella Eggplant ranch dressing $15.95 sauce with $12.99 Delight: mozzarella battered Chicken sauce eggplant, $15.95 $17.99 Parm: spots of breaded ricotta and Hawaiian: chicken, $15.95 $17.99 marinara marinara sweet pineapple sauce with and mozzarella 10/2012 © designed Baked chunks fresh basil $11.99 & printed $17.99 Ziti: baked by www.takeoutprinting.com and smoked ziti over ham Grandma: pizza crust $15.95 $13.99 fresh mozzarella Margarita and plum $15.95 $17.99 Pesto: tomatoes mozzarella, on garlic Romano: $15.95 plum tomatoes, crust $17.99 marinated and pesto artichokes, Napolitano: $15.95 sundried $17.99 fresh basil, tomatoes, fresh mozzarella, Spinach and tomatoes $17.99 and Bacon: and fresh spinach one size Spinach marinara $15.95 and $16.95 and Tomato: bacon over a white tomatoes Vegetarian: sauce $15.95 $17.99 and spinach spinach, & a white roasted Pesto Chicken: $15.95 peppers, sauce $17.00 and mushrooms grilled chicken, Cheese $15.95 $17.99 pesto, and Steak: seasoned sundried Vitanella’s cheese steak tomatoes $15.95 $17.99 and grilled Special: pepperoni, onions Focaccio: $15.95 on $17.99 sausage, pizza peppers, peppers, mushrooms, mushrooms, Stuffed $15.95 onions, $17.99 Pizza: onions, olives, tomatoes, The Vitanella’s black olives, $15.95 spinach, special $17.99 and extra with two and basil cheese layers of $15.95 crust $17.99
WELCOME HOURS:
are
(845)563-0 144 (845)563-0 WWW .VITANE LLASPIZZ127
ERIA.COM
$17.99
one size
$17.99
$26.99
11/2013
$15.95
Prices subject
to change
without
Plain: $2.25 1 regular topping: 2 regular $2.50 toppings: $2.75 Gourmet Slice: $3.25 Sicilian: $2.50 Grandma: $2.50 Stuffed Slices: $3.95
Open 7 Days a Week MondaySaturday 11am-9:30p m Sunday 12-8pm
’s G’s G MamaZA
notice
SUNDAY IS TRAY DAY AT
ALL FOR ONLY
INGREDIENTS...
& 10 wings
$16 .99
$ 16.00
THIS GOOD
14” plain pizza
ALL FOR ONLY
429 South Plank Rd. Newburgh, (RT. 52) New York 12550
Local Postal Customer
SPEC IALS
SPECIAL #2 (everyday) 14 pcs. of Reg. Pizza 1 order of Cheesy Garlic Bread and 1 - 2 liter of pop
1 tray of Reg. Pizza (28 pieces) and 1 - 2 liter of pop
10,000 25,000 50,000 100,000
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
...CAN MAKE A PIZZA
$ 16.00
ONLY THE FRESHEST
ALL FOR ONLY
429 South Newburgh,Plank Rd. (RT. 52) New York 12550 Dine
In ~ Take
Out ~ Cate
ring
$850 $1250 $2250 $3600
8½ cents each
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5 cents each 4½ cents each 3.6 cents each
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pmq.com/Recipe-Bank/ 88 PMQ Pizza Magazine The Pizza Industry’s Business Monthly
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WINGS
August 2014
pmq.com 89
DEPARTMENT TIME CAPSULE
Boston Pizza International This Canadian powerhouse, celebrating 50 years this month, has amassed more than 400 locations across North America. In 1964, Greek immigrant Gus Agioritis opened Boston Pizza (bostonpizza.com) in Edmonton, Alberta, Canada, with plans for steady growth. But even he couldn’t have predicted how far it would come—thanks in part to a Royal Mounted Canadian Police officer named Jim Treliving. “Jim had been based in Edmonton and knew Gus; Jim was working at the pizzeria’s nightclub after hours as a bouncer,” explains Perry Schwartz, director of communications for Boston Pizza International. “He saw how much people liked the business and caught the bug to open his own.” Treliving used his savings, pension and loans to open his Boston Pizza franchise in Penticton, British Columbia, in the late ’60s. He’d learned the recipes from Agioritis, and he soon brought in partner George Melville to oversee accounting and business plans. By 1983 they’d grown to 16 locations in the province. That year, they decided to buy the then-44-location company from Ron Coyle, who had bought it from Agioritis in 1978, and the power duo still oversees the 360 locations in Canada today. “We always tried to act big, even though we weren’t always a big brand,” Schwartz says. “We hired Howie Mandel as a spokesperson in the early ’90s, ran national TV campaigns and always released new innovations. We added a Hawaiian pizza to the menu in the early ’60s, when many Canadians didn’t know what pizza was, never mind Hawaiian!” Today, the menu offers more than 100 items, many of which have been firsts in Canada—like the Pizza Taco, the Spicy Perogy Pizza, Pizzaburger sliders and the five-layer Pizza Cake. In addition to its 23,000 staff members in Canada, the company has accumulated 40 stores in the United States and eight in Mexico. It also has raised $20 million over the last two decades to support families and children in need through the Boston Pizza Foundation. Today, as the ever-growing company celebrates 50 years in August, Schwartz emphasizes that it will stay true to its core values while seeking new opportunities to grow. “We always focus on great food and a great customer experience,” he says. “But, of course, we’re always thinking, ‘Where do we go next?’” —Tracy Morin
(Clockwise from top left) Jim Treliving and George Melville share a slice in the ’80s; Treliving and Melville celebrate Boston Pizza’s 20th anniversary in 1984; this location shows a typical store design from the early ’80s; Boston’s Pizza’s head office oversees a growing empire; promotional printed materials helped connect with customers; the original Boston’s menu and order pad was created in 1964.
90 PMQ Pizza Magazine The Pizza Industry’s Business Monthly
Has your pizzeria been in business for 50 or more years? If so, contact us at tracy@pmq.com.
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Pizza TV exclusive coverage of the first ever Slice of Americana pizza making competition.
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