PMQ Pizza Magazine October 2014

OCTOBER 2014 | WWW.PMQ.COM

THE PIZZA KINGS OF NEW ORLEANS HOW PIZZERIAS LIKE TURTLE BAY HELPED Page REBUILD THE BIG EASY 34

6 Marketing Tactics to Heat Up Your Soup Sales Page 46

Powering Up Your POS System Page 52

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DEPARTMENT ONLINE AT PMQ.COM Recent Videos (pmq.com/video)

PMQ Blogs ThePizzaInsider.PMQ.com Liz Barrett, PMQ’s editor at large, brings you the inside scoop on the industry’s latest business and marketing trends.

Recently at The Pizza Insider: Liz shows you how to make a gluten-free cauliflower pizza crust; shares six ways to handle employee burnout; and gives five tips for creating eye-catching chalkboard menus.

Pizza TV: How to Create Pizza Portraits

PizzaWithoutBorders.PMQ.com Reporting from Paris, Missy Assink, PMQ’s international correspondent, reports on pizza events, trends and curiosities from around the world.

Domenico Crolla, owner of Bella Napoli in Glasgow, Scotland, reveals the secrets of creating unforgettable— and completely edible—pizza portraits. Crolla has created uncanny pizza portraits of celebrities ranging from Marilyn Monroe and Frank Sinatra to Beyonce, Rihanna and Facebook founder Mark Zuckerberg.

Recently at Pizza Without Borders: Missy interviews a prominent expert about pizza operations and the evolving pizza restaurant industry in Russia.

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 explains why pizza and Instagram are a natural fit; secrets to successfully using hashtags; and how you can turn employees into terrific tweeters.

Top Social Media Posts

Pizza 360: Pizza: A Slice of American History PMQ editor at large Liz Barrett talks to host Daniel Lee Perea about her new book, Pizza: A Slice of American History. Loaded with hundreds of beautiful photos and filled with fascinating stories, Barrett’s book, now available online and in bookstores nationwide, tells the full story of how pizza came to be as American as apple pie.

Highlights of some of the best social media posts we’ve seen recently: Organ Stop Pizza: [Photo shown of shoes] WEDNESDAY CONTEST! We want to get to know our fans better, so here is a random question.

How many pairs of shoes do you own? We will randomly select one answer to win a free pizza. (14 likes, 90 comments) TJ’s Pizza in Regina: Back to school time, watch out for the kids! Like, share and tell us what your 2 favorite pizzas are from TJ’s Pizza, and we will give someone 2 free larges for supper. (113 likes, 293 comments, 83 shares) @CrushPizza: [Photo shows their pizzas] What can you do in 90 seconds?

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

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PMQ Pizza Magazine

The Pizza Industry’s Business Monthly

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CONTENTS OCTOBER 2014

| August 2014 | Volume 18,

OCTOBER 2014

| WWW.PM Q.COM

Issue 6

34

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PMQ PIZZA MAGAZINE

ON THE COVER The Pizza Kings of New Orleans

THE PIZZA KINGS OF NEW ORLEANS The Pizza Industry’s Business Monthly | PMQ.com

Pizzeria operators helped rebuild The Big Easy after Hurricane Katrina, and they did it by taking advantage of key industry trends, from the fast-casual and artisanal pizza movements to crowdsourcing and buying local ingredients.

By Melanie Addington

TH E PI ZZ A KI NG S OF NEW OR LE AN S

HOW PIZZER TURTLE BAY IAS LIK E REB UIL D THEHEL PED BIG EAS Y Page 34

6 Marketing Tactics to Heat Up Your Soup Sales

Page 46

Powering Up Your POS Syste

Page 52

m

FEATURES

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Welcome to the Pizza Hall of Fame America’s oldest and most beloved pizzerias now qualify for induction into the Pizza Hall of Fame and a permanent spot on its new website, PizzaHallofFame.com.

By Rick Hynum

46

Soup’s On! Some pizzeria operators sell as much soup as pizza.

These experts share six marketing tactics to help you heat up your soup sales year-round.

By Liz Barrett

52

Powering Up Your POS Thanks to new apps and upgrades, your POS system can now take your business to a higher level of profitability with targeted marketing campaigns, mobile ordering, pay-at-the-table capabilities and more.

By Tracy Morin

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The Hard Stuff An outgrowth of the craft brewing movement, alternative alcoholic beverages—think hard ciders, lemonades and teas—resonate with younger customers and generate solid profit margins.

By Tracy Morin

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On the Radio Traditional AM/FM radio remains a viable marketing platform for pizzerias. A radio advertising veteran offers tips for boosting ROI by crafting the right message for the right time and station.

By Dann Whittaker

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Slaying the Neighborhood Goliath—Part 4 In the last of a four-part series, marketing expert Tom Feltenstein shares 10 more unusual and attention-getting promotions that will help you better compete with the major national chains.

By Tom Feltenstein DANIEL PEREA

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CONTENTS OCTOBER 2014 LOMBARDI’S

46

MR. COFFEE

SOUP’S ON!

26

52

WELCOME TO THE PIZZA HALL OF FAME

POWERING UP YOUR POS

DEPARTMENTS 18

In Lehmann’s Terms: Working With Unmalted Flours

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Don’t entrust your all-important data to an offsite storage company without first posing these four important questions about security.

Tom “The Dough Doctor” Lehmann explains the advantages and disadvantages of unmalted flours—and how to overcome the disadvantages.

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New York’s Finest: Falling in Love at That’s Amore Chef Bruno pays tribute to one of his favorite Italian restaurants in Tampa, Florida—That’s Amore, owned by his friend and fellow pizzaiolo Joe Scaglione.

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Meet Our Subscribers In this new department, Sherlyn Curry, PMQ’s circulation director, offers her personal take on the pizza industry leaders we love the most—our subscribers.

Accounting for Your Money: Is Your Data Secure in the “Cloud”?

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Recipe of the Month: Broccoli Rabe & Caramelized Onion Pizza Caramelized onions can transform any pie into a gourmet pizza, and this recipe from River Point Farms and The National Onion Association proves it.

Mobile Kitchens: From catering operations to food trucks, expert operators share the secrets of a successful mobile kitchen.

Cooking Oils: There’s a cooking oil for every culinary occasion. We’ll help you figure out which ones are right for your recipes.

106 Pizza Hall of Fame: Lombardi’s Pizzeria We’ve renamed our Time Capsule department, but the concept is still the same: paying tribute to some of the oldest and most beloved pizzerias in America. This month we honor Lombardi’s, the granddaddy of them all and a Little Italy institution since 1905.

IN EVERY ISSUE 6

Online at PMQ.com

Click here for featured video: Join Melanie Addington and Daniel Lee Perea on a lively journey through the booming pizza scene of New Orleans.

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Editor’s Note

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Letters to the Editor

Click here for PMQ Extra: Marketing consultant Tom Feltenstein discusses menu pricing with a pizzeria operator in West Palm Beach, Florida.

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Pizza Press

84

Product Spotlight

93

Advertiser Index

94

Pizza Industry Resource Guide

Click here for bonus editorial: Melanie Addington pays a visit to Amici, a new coal-fired pizzeria on Magazine Street.

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Coming Next Month

PMQ Pizza Magazine

The Pizza Industry’s Business Monthly

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EDITOR’S NOTE RICK HYNUM

Pizza: A Slice of American History Is a Fun, Breezy Read

PMQ PIZZA MAGAZINE | August 2014 | Volume 18, Issue 6

OCTOBER 2014 | WWW.PMQ.COM

The Pizza Industry’s Business Monthly | PMQ.com

THE PIZZA KINGS OF NEW ORLEANS HOW PIZZERIAS LIKE TURTLE BAY HELPED Page REBUILD THE BIG EASY 34

6 Marketing Tactics to Heat Up Your Soup Sales Page 46

Powering Up Your POS System Page 52

On the cover: Steve Smith (left) and Brad Bohannan, co-owners of Turtle Bay, are among a number of pizzeria operators who have helped spark a pizza renaissance in New Orleans and brought the Big Easy back to vibrant life after Hurricane Katrina.

Photo by Daniel Lee Perea

When Liz Barrett passed the torch as PMQ’s editor-in-chief to me back in 2012, I knew I had some pretty big shoes to fill. That’s because Liz has huge feet. We’re talking humongous here. You could paddle across the English Channel in one of her sneakers.

The Japanese army brought her in once to fight Godzilla—she just stepped on him, mission accomplished.

OK, OK, that’s not true. Liz has perfectly normal—you might even say dainty—feet.

I’m just teasing her because, frankly, I’m jealous. Liz, who, lucky for me, has stayed on at PMQ as our editor at large, has fulfilled every writer’s dream—she has authored a book, a book that has been published, a wonderful, beautiful book about one of her great passions in life: pizza, of course.

Pizza: A Slice of American History, now available in bookstores nationwide and online at sites like Amazon.com and BarnesandNoble.com, is a fun, breezy, easy read that’ll pull you right in and won’t let you go. It’s loaded with great anecdotes, pictures, recipes and Q&As, plus a pizza-themed movie quiz that was a lot harder than I thought it would be.

You’ll learn how Ike Sewell, a former liquor peddler from Texas, partnered with an Italian restaurateur named Ric Riccardo to introduce deep-dish pizza to Chicago—and then struggled to keep their pizzeria afloat because most folks didn’t think deep-dish was real pizza. (That pizzeria, by the way, was called Pizzeria Uno. You may have heard of it.)

You’ll learn how to make Detroit-, St. Louis- and New Haven-style pizzas, and you’ll discover other regional styles you may have never heard of, from the Colorado-Style Mountain Pie to a Navajo pizza made with crispy frybread for a crust, not to mention a Middle Eastern blend of spices known as za’atar that lends a taste of ancient Egypt to your pizza recipes. You’ll also meet some of the industry’s great characters, such as Jesse Ryan (a.k.a. the #1 Mellow Mushroom Super Fan), and its movers and shakers, such as Adam Kuban, founder of the Slice blog at SeriousEats.com, and PMQ publisher Steve Green.

In short, anyone who cares deeply about pizza—and anyone who simply loves eating it—will enjoy Pizza: A Slice of American History. Liz will be touring the country this fall to promote the book and may be coming to your city soon. If you want to talk to her about signing copies at your restaurant, contact her through www.writtenbyliz.com, where you can find additional information and her October (National Pizza Month) blog tour schedule. At the very least, buy your own copy, take it home and read it. It will remind you of why you got into the pizza business in the first place and just how lucky you are to make a living at it.

It really is a terrific read, and I highly recommend it. And I’m not just saying that because Liz could crush me like a bug with her huge feet. No, seriously, her feet aren’t that big! Not quite!

SCAN TO SUBSCRIBE Subscribe to PMQ now!

Get your print, digital or mobile edition!

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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 .

Experimenting With Breadsticks I decided to make some breadsticks after watching Brian Hernandez’s online recipe video (“Cooking with PMQ: How to Make and Sell Appetizers”). I’m creating a new menu and testing out various appetizers. I made the breadsticks twice. The first time I used our thin-crust dough, which is a less yeasty, cold-rise dough with no sugar and allpurpose flour. I used a 16-ounce dough ball in a ¼ size sheet pan and let it rise for about an hour or so in a warm place. Then I brushed it with olive oil and baked it in our deck oven at about 550°F for six or seven minutes. When it was done, I sprinkled the breadsticks with Parmesan, parsley and a mixture of garlic powder, onion powder, salt and pepper. They turned out pretty good. For the second batch, I followed the same recipe but used our pan dough, a sweeter, yeastier cold-rise dough made with high-gluten flour. They turned out even tastier—crispy, chewy and bready, all in one (see photo)! Thanks for this recipe—I am seriously considering it for our new menu.

It made a total of 20 sticks, so I think I could get two orders with it—10 sticks for a small order or 20 for a family order.

Trent Groothuis The Greathouse of Pizza Casey, IL Thanks for the feedback, Trent. If you add the breadsticks to your new menu, please let us know how they work out!

Winner of 5 ASBPE Awards Winner of 4 GAMMA Awards ISSN 1937-5263

PMQ, INC. Publisher Steve Green sg@pmq.com ext. 123 Co-Publisher Linda Green linda@pmq.com ext. 121 EDITORIAL Editor-in-Chief Rick Hynum rick@pmq.com ext. 130 Editor at Large Liz Barrett liz@pmq.com Senior Copy Editor Tracy Morin tracy@pmq.com International Correspondent Missy Green missy@pmq.com DESIGN/PRODUCTION Art Director Kara Hoffman kara@pmq.com ext. 135 Designer Eric Summers eric@pmq.com Media Producer Daniel Lee Perea dperea@pmq.com ext.139 ADVERTISING Sales Director Linda Green linda@pmq.com ext. 121 Account Executive Clifton Moody clifton@pmq.com ext. 138 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 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

Breakfast in Black Hawk Do you guys ever make it up to the Black Hawk area of Colorado? We serve some pretty good pies at Harry’s Original Pie, located on the second floor of the Sasquatch Casino. Here’s a photo of our breakfast pizza!

Karole Denning Harry’s Original Pie Black Hawk, CO Looks great, Karole! Thanks for sharing with us. We haven’t been to Colorado in a while, but we will definitely look you up when we’re in the area!

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

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PMQ Pizza Magazine

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

The Pizza Industry’s Business Monthly

Director of Operations/ Event Coordinator Brian Hernandez brian@pmq.com ext. 129 PMQ INTERNATIONAL PMQ China Yvonne Liu yvonne@pmq.com PMQ Australia-NZ Tom Boyles tom@pmqaustralia.com 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 CONTRIBUTORS Chef Santo Bruno Tom Feltenstein Tom Lehmann Michael J. Rasmussen Dann Whittaker

Volume 18, Issue 8 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.

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PIZZA PRESS NEWS & VIEWS

A Funny Farewell While Robin Williams fans around the world shed tears over the actor’s suicide, Vinnie’s Pizzeria (vinniesbrooklyn.com) in Brooklyn honored the beloved entertainer with humorous and unique pizzas. Vinnie’s is well-known for its off-the-wall menu boards and specials inspired by pop culture. The team outdid itself by creating several specials and illustrations that paid tribute to Williams, including the Pork & Mindy (sausage, pepperoni and bacon with extra mozzarella) and the Mrs. Krautfire (chopped sauerkraut, green peppers, sliced tomatoes, cheddar, mozzarella and Thousand Island dressing. And if you think that’s a great idea, check out Vinnie’s menu-board tributes to the hit movie Guardians of the Galaxy. Thai Am Groot, anyone?

Kicking It Up Pizzerias in touch with today’s customers’ tastes aren’t afraid to bring the heat. To wit: Marco’s Pizza (marcos.com), headquartered in Toledo, Ohio (with 500 stores in 35 states and the Bahamas), recently added two new pizzas to its menu: the Spicy Fresco Three Cheese and the Spicy Double Pepperoni Fresco, for a limited time between August and October. But its promotional efforts added extra spice, beginning with a social media contest on August 5 that invited fans to tell Marco’s why they, or someone they know, needed “a little kick” to their day or week. One winner each day received a certificate for a free large Spicy Fresco Three Cheese or Spicy Double Pepperoni Fresco pizza. Marco’s Pizza also celebrated National Hot & Spicy Day on August 19 with a national “Slice of Spice” sampling event. Kicking it up a notch, indeed!

MARCO'S PIZZA

Marco's Pizza is hyping its limited-time-only Spicy Fresco Three Cheese and Spicy Double Pepperoni Fresco pizzas with smart social media marketing and sampling.

The $50 premium pie at Harry's Bishops Corner Pizza features high-end toppings such as lobster and scallops.

HARRY BISHOPS CORNER PIZZA NAPOLETANA

Premium Pie You may have heard about the upscale-ization of pizza, but Harry’s Bishops Corner Pizza Napoletana (harrysbc.com) in West Hartford, Connecticut, raised the bar last summer with a high-priced special that became an instant hit. Dubbed “the ultimate premium pie” by owner Kevin Plaut, the $50 12” Lobster and Scallop Pie was inspired by summer family vacations on the Maine coastline. “Every summer, my family and I envisioned what a lobster pie would look like and tried to imagine what it might taste like, so we finally decided it was time to introduce our own lobster pizza,” Plaut says.

The white pie is topped with mozzarella, grilled Roma tomatoes, roasted native corn and a generous portion of lobster and sea scallops, then garnished after baking with a light sprinkle of seasoned bread crumbs, chives, a drizzle of clarified butter and lemon. Offered in August and September, the pie required 24-hour advance notice to ensure freshness—and gave customers their own culinary seaside retreat, no travel required!

Push for Pizza How times have changed: Teenagers of the past might have lazed around and ordered pizza on the phone, but today’s teens are creating their own apps to simplify the process. Developed by five friends (at the tender ages of 19 and 20), the Push for Pizza app integrates with Order-In and delivery.com to allow customers countrywide to enter credit card info and address, select a local pizzeria and order favorites with the tap of a button.

“So far, we have 1,200 pizzerias on the app, and we’re definitely looking to expand our coverage,” says co-founder Cyrus Summerlin. “We didn’t want it to be complicated—it’s all about making it easy for customers and empowering local pizzerias.”

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Editors at Large Liz Barrett, PMQ’s editor at large, recently celebrated two major milestones: her wedding and the release of a new book, Pizza: A Slice of American History. Of course, as PMQ’s former editor-in-chief (and a rabid pizza lover), her celebration had to incorporate pizza, so she held her reception at award-winning TriBecca Allie Cafe (tribeccaallie.com) in Sardis, Mississippi, where piping-hot pies were delivered in a steady stream to hungry guests. “Pizza was a part of our wedding day mostly because of how much we love it, and every bride and groom deserves to have what they love on their wedding day,” says Barrett, with a laugh. “The added bonus was that everyone else also loves pizza, so we knew we couldn't go wrong serving it to our guests.”

On the heels of her honeymoon, Barrett received the first copy of her new book, which hit shelves September 1. “I’m thrilled with how it turned out,” she says. Pizza: A Slice of History, Barrett adds, “brings a new twist to pizza books, giving readers the history behind America’s familiar—and not so familiar—pizza styles and ingredients, along with recipes, fun industry facts, expert interviews and much more. It’s packed with photos of pizzas I’ve enjoyed over the years, as well as historic photos that were generously loaned to me. I can’t wait for everyone in the industry to read it.” For more info on Pizza: A Slice of American History, see page 51.

(Top to bottom) Pizza: A Slice of American History covers the development and individuality of American pies; Liz Barrett cuts the wedding pizza with her groom, Benjy Foster.

PHOTOS BY KARA HOFFMAN

Slice of Americana Rick Mines from Nima’s Pizza (nimaspizza.com) took home the first-place trophy for PMQ’s first-ever Slice of Americana pizza competition, held on July 4 in PMQ’s hometown of Oxford, Mississippi. Seventeen competitors from across the country vied for first place with creative specialty pies in the event. In the end, Rick Mines from Nima’s Pizza (nimaspizza.com) in Gassville, Arkansas, earned the trophy with a pie topped with a mozzarella-provolone blend, thinly sliced meatballs and a unique latticework of sweet red peppers, with each square encasing a ball of Parmesan, Asiago, Romano, Colby and ricotta cheeses. Mines earned a spot on the U.S. Pizza Team and a free trip to Italy to compete in the World Pizza Championships in 2015. Second place was snagged by Greg Riviotta of Franco’s Pizza in Hartsgrove, Ohio, for his Black Diamond Jubilee pizza; Chris Mallon of Five Points Pizza (fivepointspizza.com) in Nashville placed third with a chorizo pie; and the audience choice winner was Karen Irby of Camp Lake Stephens in Oxford.

(Clockwise from top) Greg Riviotta, Rick Mines, Chris Mallon and Karen Irby; Mines’ pie featured meatballs, sweet red peppers and cheese balls; Riviotta impressed judges with his Black Diamond Jubilee pie; Mallon’s chorizo pie took third place; and Irby’s entry featured fresh garden-grown veggies.

October 2014

pmq.com 17

IN LEHMANN’S TERMS TOM “THE DOUGH DOCTOR” LEHMANN

Working With Unmalted Flours

Tom “The Dough Doctor” Lehmann explains how to solve a common problem with unmalted flours.

By Tom Lehmann

QUESTION: What is the difference between malted and unmalted flour?

ANSWER: Malted flour contains sprouted barley malt, a source of amylase, which is an enzyme that breaks some of the flour’s starch down into sugars. The yeast uses these sugars as nutrients to support fermentation. Unmalted flours don’t contain sprouted barley malt, but some pizza chefs prefer unmalted flours because they allow the pizzas to be baked at high temperatures (700° to 900°F) in wood-fired ovens without developing excessive char on the crust (the result of sugar formation due to hydrolysis by the malt).

Unmalted flours have a disadvantage, however, if the dough undergoes several days of slow fermentation under refrigeration.

In this case, all of the available nutrients that the yeast feed upon can be depleted, resulting in loss of yeast, overly extensible dough, and less than stellar yeast performance. This nutrient loss often leads to the development of the dreaded gum line.

Fortunately, the problem can be solved by adding 2% sugar or 0.25% diastatic (enzyme active) malt powder to your dough formulation. Either of these additions will provide sufficient fermentable sugar to support fermentation for up to a week in the cooler. They will also aid in crust color development if you 18 PMQ Pizza Magazine The Pizza Industry’s Business Monthly

bake the pizzas at temperatures lower than those encountered in wood-fired ovens.

For the record, there is no benefit to adding extra diastatic malt to flour that has already been malted at the flour mill. In some cases, the additional diastatic malt can result in dough that feels sticky or tacky and proves difficult to handle. For the most part, people make this mistake because they’re trying to achieve a malt flavor in their dough. But diastatic malt won’t do the trick—they need to use nondiastatic (non-enzyme active) malt. This type of malt has been specially treated to eliminate the enzyme activity responsible for converting starch to sugar; hence, it’s used either as a sugar or as a combination sugar and flavor enhancer.

The upshot? Just keep in mind that there are two different types of malt—diastatic (enzyme active) and nondiastatic (non-enzyme active). Each has a different function in the dough, so you’ll need to select the one that provides the function you want.

Tom Lehmann recently retired as the longtime director of bakery assistance for the American Institute of Baking (AIB). He is now an industry consultant dedicated to helping pizzeria operators make more money. Need more dough advice? Visit the Dough Information Center at PMQ.com/dough.

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NEW YORK’S FINEST CHEF BRUNO

Falling in Love at That’s Amore Under new owner Joe Scaglione, this upscale Tampa eatery appeals to lovers—and those looking for love— with classic Italian fare.

By Chef Santo Bruno

T

oday I want to tell you about one of my favorite restaurants here in Tampa. That’s Amore (thatsamorerestaurant.com) is a beautiful Italian restaurant with a waterfront view on Tampa’s Harbour Island. It’s the perfect place to take a date or to celebrate your anniversary with your beautiful wife. Th is is a restaurant that truly lives up to its name, offering the ideal romantic night out for couples!

Owner Joe Scaglione comes from a family with deep Italian and Tampa roots. It all started when Joe’s grandfather Nunzio Scaglione came to America with his wife, Laura, and their 11 children and opened Americus Restaurant in 1929. This restaurant was located across from the famous Hav-a-Tampa cigar factory in Ybor City. Later, the restaurant passed down through the family to Carmine and Malio Ivaronne. Meanwhile, Joe went to work there—after fibbing about his age—and fell in love with the restaurant business.

Joe ran his own pizzeria in Ybor City before he recently took over That’s Amore. The menu features upscale Italian fare, from seafood entrees like Snapper Livornese to meat dishes such as the Veal Scallopini Marsala. And if you like the Italian pasta classics—such as Fettucine Bolognese or Penne Puttanesca—this is also the place for you.

Beyond the great food, however, other pizzeria operators can learn a lot from That’s Amore. To celebrate its 11th anniversary this summer, the restaurant offered a wide variety of promotions to drive traffic, including Ladies Night on Thursdays (with $5 glasses of wine, $5 appetizers, live music and giveaways) and the recent Guest Bartender promo that benefited the ALS Foundation. And with its latest promotion, called Sunday Funday, That’s Amore has partnered with the Harbour Island Art Walk and now offers lunch service on the last Sunday of each month.

It’s the dawn of an exciting new era for That’s Amore and Joe Scaglione. I’ll be keeping my eye on them, and I’m looking forward to my next meal there!

Mangia!

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PHOTOS FROM THAT'S AMORE

(Top to bottom) With its romantic and elegant setting, That's Amore is the perfect restaurant for a date; Ladies Night promotions help bring in the fairer sex; and owner Joe Scaglione comes from a family with deep Italian and Tampa roots.

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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Quality, Selection, and Value.

That’s the beauty of Bellissimo. our line of fully cooked and par-fried poultry products offers pizzerias and italian restaurants convenient solutions to traditional favorites. available in a range of restaurant preferred sizes and styles, our poultry products are quick and easy to finish to perfection and can be prepared in common areas safely without cross-contamination. From garlic wings to breaded breasts, our chicken products can be served with pride. enjoy the beauty of Bellissimo - the taste of fresh chicken made easy for every occasion.

To l o c a t e y o u r l o c a l B e l l i s s i m o d i s t r i b u t o r, v i s i t B e l l i s s i m o F o o d s . c o m o r c a l l 8 0 0 - 8 1 3 - 2 9 7 4.

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SHERLYN’S PICKS MEET OUR SUBSCRIBERS As PMQ’s circulation manager, Sherlyn Curry is often the first to spot new trends. In this feature, Sherlyn shines the spotlight on some of the more notable leaders and innovators of the pizza industry: our subscribers.

Spicy Pie FARGO, ND

With four locations in the Fargo area, Spicy Pie (spicypiepizza.com) serves up New Yorkstyle slices in the Midwest, plus grinders (and its own bottled grinder sauce), nachos, tacos and tostadas. The pizzeria sponsored the Spicy Pie Bombers fastpitch softball team this summer and partnered with local radio station BIG 98.7 to host weekly patio parties throughout August. Spicy Pie offers online ordering and keeps guests entertained with pizza eating challenges, a rewards program, and an e-club featuring tailored promotions and specials.

Tuscan Stone Wood-Fired Pizza BELLEVUE AND MERCER ISLAND, WA

With 15 specialty pies and two dessert pies, this unassuming Tuscan-style mobile pizzeria bakes exclusively with applewood, fired in a specially built, patent-pending oven that reaches 800°F. Tuscan Stone (tuscanstonepizza.com) has a 4¼-star rating with 95 reviews on Yelp, plus a slick website with eye-catching graphics—including a view from the interior of the dome-shaped oven, complete with white-hot flames leaping from the logs.

Zia Pizza Company LAS CRUCES, NM

Zia Pizza Company (ziapizzacompany.com) opened this summer with managing partner and pizza maker Manny Ponce, formerly with Donatos, running the show. Zia features classic pizza styles with a Southwestern kick, including the Mariachi Festival Pizza, made with sliced chicken or beef, tomatoes, jalapeños, cheddar cheese and a “festival” of Mariachi spices, and the Mesilla Valley Pizza, boasting a double helping of pepperoni and green Hatch chiles.

Red Tractor Pizza

BOZEMAN, MT

Want to talk about community spirit? Red Tractor Pizza (redtractorpizza.com) makes a donation to a local nonprofit or school club with every single order. Owned by restaurateur Tiffany Lach and managed by Adam Pacione, the wood-fired brick-oven pizzeria also strives to buy local ingredients whenever possible and uses Montana organic grains for its crusts. For customers with special dietary needs, Red Tractor offers a gluten-free crust, dairy-free cheese and plenty of vegetarian selections.

Subscribe to PMQ: pmq.com/subscribe 22

PMQ Pizza Magazine

The Pizza Industry’s Business Monthly

Be Inspired. Be Creative. Be Original.

Breakfast Pizza made with Nutella®

Put happiness on your menu with Nutella®, the original hazelnut spread®.

Customers worldwide have enjoyed the unique taste of Nutella® for more than 50 years. Give your customers the flavor they love in bulk and portion control sizes for foodservice. One versatile ingredient, many original uses.

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Use Nutella® to create unique and delicious pizzas and other menu items your customers are sure to love.

For more exciting recipe ideas and to learn more about Nutella® in foodservice, visit www.nutellafoodservice.com ©Ferrero 2014

ACCOUNTING FOR YOUR MONEY MICHAEL J. RASMUSSEN, CPA

Is Your Data Secure in the “Cloud”?

Don’t turn over your data for offsite storage without first asking the provider these four key questions about security.

By Michael J. Rasmussen

4.

QUESTION: How can I make sure that my restaurant’s data is truly secure in the “cloud”?

not only validates the security of the company’s IT protocols, but also looks at how your data is handled and how it can be accessed.

How often does the provider back up its servers?

Since your data is hosted in the cloud, your company doesn’t have to deal with the hassle of conducting regular data backups. However, you should ask your cloud technology provider how often it backs up your data.

Two words that you will want to hear in the company’s response are “regular” and “redundant.” Continuous backups should be performed so that the provider can recover from a potential disaster quickly and without a disruption in your service. The company should also conduct redundant backups, where your data is stored on additional backup servers housed in separate and secure data centers.

ANSWER:

QUESTION:

If your accountant has offered to provide a service that will store your restaurant accounting data in the “cloud,” there are four security questions you should ask:

When hiring an accountant, is it better to go with a generalist or a specialist?

1.

2.

3.

24

What type of protection does your company use to safeguard my information? For example, a cloud-based provider should use 256-bit encryption—the same encryption that the banks use to protect your data— when you connect to its site, application or server.

What security measures does this provider take in regard to its data centers? The company’s production servers should be located in highly secured, locked facilities with biometric access controls. The data centers should have guards and video surveillance 24 hours a day, 365 days a year. Authorized employees should have undergone background checks, and ID cards, PINs and finger/hand scans should be required to enter the facility.

Does this provider undergo security audits in compliance with industry standards? A comprehensive audit PMQ Pizza Magazine

The Pizza Industry’s Business Monthly

ANSWER: If your current accountant has never made a pizza in the kitchen, you should start searching for an industry specialist.

Through the use of the “cloud,” the accountant of the future will not be the local bookkeeper down the street. Instead, dayto-day accounting tasks will be performed by software that can gather data from multiple sources. But the software can’t answer all of your questions. You’ll want to hire a restaurant industry specialist who can help you determine the best sources to mine for vital information and interpret the data to make better-informed decisions.

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.

New Expectations at the Point of Sale Your customers are plugged in.

At home and at work, they expect easy, instant online ordering on their mobile phone or web browser.

In the restaurant, they have little patience for lineups. They expect you to know what they like, and serve it fast.

Get connected.

Connect web and mobile ordering to drive new revenue and handle more orders with less staff.

Choose technology for today without locking yourself into a decision that may limit your growth later.

Share information seamlessly with head office systems—from accounting and purchasing to marketing and HR. When Papa Gino’s Pizza and D’Angelo Grilled Sandwiches converted their restaurants from a proprietary POS to SpeedLine, their focus was on upgrading their technology without losing the advantages of a custom POS. “From day one of the rollout, Papa Gino’s says, “all our systems were talking to each other.”

“We’re leaps and bounds ahead of where we were before.”

CAPITAL PIZZA HUTS

It’s a whole new point of sale.

Restaurant operators rely on the POS for profitable delivery service—through innovation in visual dispatch, analytics, and driver management.

TECHNOLOGY PROFILE Technology: Enterprise pizza and delivery POS Key Advantages: y

Increase revenue with systemized upselling.

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Drive delivery profitability with visual dispatch, zones by drive time, and driver performance management.

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You control the guest experience online with open web and mobile ordering.

Control cost of sales with smart coupons and value meals.

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Keep costs in check with labor, prep, and inventory planning and analysis.

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Build brand consistency: define core menus, coupons, and security, and manage the differences centrally.

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Beyond delivery, POS reporting provides new visibility into your business: deeper insight into customer trends and transaction details. Sales mix and food cost information. Inventory and labor performance.

With this kind of management information in the restaurants and above store, Capital Pizza Huts says, “We’re leaps and bounds ahead of where we were before.”

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“SPEEDLINE IS OUR STRATEGIC SECRET.” PIZZA RANCH

One expectation that never changes is reliable performance. It was a major consideration for Pizza Pirates owner David Kenney when he purchased a new POS for his fourth location.

“In ten years, Kenney says, “we have logged just under two million orders through SpeedLine. As of today, we have not lost a single order!”

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FEATURE STORY PIZZA HALL OF FAME

PIZZI CAFE

SHAKEY’S

PICA’S

PASQUALE’S

(Clockwise from top) Pizzi Cafe helped introduce round pies to Ohio; Sherwood “Shakey” Johnson co-founded Shakey’s Pizza with Ed Plummer in 1954; Joe Aurelio opened Aurelio’s Pizza in 1959 with a $2,500 loan; Al Del Guidice, brother of Pasquale’s founder Pasquale Del Guidice, bakes a pie; and Frank Pica Sr., founder of Pica’s Italian Restaurant, started out selling pies on his bread route.

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AURELIO’S

PMQ pays homage to America’s oldest and most beloved pizzerias with a new website aimed at industry operators and consumers alike. By Rick Hynum

I

f you have ever wondered what Mona Lisa—the famously enigmatic model in Leonardo da Vinci’s legendary portrait—was grinning about, the folks at Lombardi’s Pizza (firstpizza.com) have a pretty good idea: a fresh, tasty, piping-hot slice of New York-style pie.

Positioned near the entrance at Lombardi’s, the first-ever pizzeria in the United States, a parody of da Vinci’s masterpiece— Mona Lisa presenting a cheesy, saucy pie beneath a swirling banner that reads, “You’re at Lombardi’s”—has become something of a Manhattan icon. Tourists pose for pictures in front of the mural; inevitably, some of them try to emulate the subject’s mysterious smirk before stepping inside for a coal-fired pepperoni pie or a calzone. It’s hard to imagine a better symbol for

our industry. After all, pizza is the one food in this world that makes nearly everyone smile.

Pizza is so awesome that Americans celebrate it annually for an entire month: October, also known as National Pizza Month. Of course, like our readers, we at PMQ extol the many virtues of pizza every single day, but October is a special time of the year for us. That’s why we chose October to officially launch our new website, PizzaHallofFame.com, the only website paying homage to America’s oldest and most venerable pizza shops, using old photographs and articles culled from PMQ’s “Time Capsule” section (now to be renamed “Pizza Hall of Fame”).

October 2014

pmq.com

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LOMBARDI’S

The Mona Lisa mural in front of Lombardi’s has become a local icon; the pizzeria itself opened in 1905 and is currently owned by John Brescio.

It All Started With Lombardi’s The Pizza Hall of Fame (PHOF) has actually been in existence for nearly 10 years. PMQ publisher Steve Green and then editor-in-chief Tom Boyles kicked it off by inducting Lombardi’s into the PHOF on November 1, 2005. “Pizza is such an integral part of the American experience,” Green says. “We wanted to commemorate its role—and, just as importantly, the role of the independent pizzeria operator—in our culture.

We felt that no pizzeria better represented the American pizza phenomenon than Lombardi’s, a pizza store that first opened its doors in 1905.”

PMQ provided an engraved plaque for the occasion, and the marker continues to draw attention to this day, says John Brescio, current owner of Lombardi’s. “A lot of people come to Lombardi’s and take pictures in front of the Pizza Hall of Fame plaque,” he notes. “It’s a real compliment that PMQ recognized us and gave us that plaque. If our pizza was mediocre, we know they wouldn’t have given it to us!”

Since 2008 PMQ has spotlighted dozens of long-running pizza operations in its “Time Capsule” section. To be featured, 28

PMQ Pizza Magazine

The Pizza Industry’s Business Monthly

In 2005 PMQ commemorated the 100th anniversary of the founding of Lombardi’s, the nation’s first pizzeria, with a special bronze plaque created just for the occasion.

the pizzeria needs to be at least 50 years old. “We have concluded that almost any pizzeria that has thrived for a half-century or longer probably deserves a spot in the Pizza Hall of Fame,” Green says. “The restaurant business is a highly competitive one, and the pressure is really intense for pizzeria operators, owing to the dominance of the major chains. If you come across a pizzeria, particularly an independent operator, that’s been in business for 50 years or more, you know they’re not just doing something right—they’re doing a lot of things right.

And that kind of success and longevity makes them worthy of the Pizza Hall of Fame, we believe.”

Brescio, who has operated Lombardi’s since 1993, can certainly attest to the challenges of running a successful pizzeria.

“It’s a hard job to get it right,” he says. “You can’t make everybody happy, but we make 99% of people happy. Anyone who

©2014 Lactalis Culinary, Inc., Galbani® S.p.A. Egidio Galbani.

Italy has a flavor all its own.

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A well-made pizza is a work of art. And the cheese that adds an authentic Italian touch is Galbani ®. Made with old world artisan traditions to create exceptional pizzas, pastas, sandwiches and more. To satisfy even the most discerning guest. Galbani, Italy’s # 1 cheese brand. For product information, pairings, menu ideas and more, visit galbaniflavor.com.

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C U L I N ARY

COLETTA’S

NICOLOSI’S

AURELIO’S

SAL & CARMINE’S

Coletta’s began as an ice cream shop that also sold Italian food; Aurelio’s founder Joe Aurelio’s aunt serves up pasta at the pizzeria’s original location; Sal & Carmine has been selling slices and ices since 1959; Nicolosi’s founder, Salvatore Nicolosi, once tried delivering pies to his customers on a motorcycle, but it didn’t work out.

wants to make good pizza comes and studies the way we do things here. Because of Lombardi’s, you can now find pizza everywhere.”

Landmarks and Institutions PizzaHallofFame.com presently features dozens of pizzerias, from Coletta’s in Memphis—a favorite haunt of Elvis Presley— to Sal & Carmine in New York and Nicolosi’s Italian Restaurant in San Diego. In the coming months, PMQ will continue to add new members, and every inductee will receive a special Pizza Hall of Fame membership certificate that can be framed and featured prominently in the restaurant. (PMQ will also provide free artwork that can be used to create an interior or exterior plaque for the inductee’s restaurant.)

The website isn’t just for pizzeria operators, though. As Green notes, PizzaHallofFame.com was created to appeal to everyone who loves pizza. Its retro-hip design makes use of vintage black-and-white photos and evokes a sense of fond nostalgia. It’s organized by region, from the Northeast and 30 PMQ Pizza Magazine The Pizza Industry’s Business Monthly

Midwest to the South and West Coast. Pizza fans can submit nominations for their favorite pizzerias to be considered for induction. Consumers can visit the site to learn more about their favorite pizzerias and learn about other pizza shops they haven’t discovered yet.

“Every pizzeria in the Pizza Hall of Fame—and each one that will soon be inducted—is a local landmark,” Green says.

“These pizzerias are more than restaurants—they are institutions in their community. And the owners and managers and employees who come to work every day and toss that dough and sweat over that oven are the entrepreneurs and hard workers that have made America great.

“You can think of PizzaHallofFame.com as a sort of online love letter from PMQ to the pizza industry,” Green adds. “We are lucky to work in this business, serving the world’s greatest food to the world’s most appreciative customers.”

Rick Hynum is PMQ’s editor-in-chief.

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RECIPE OF THE MONTH CARAMELIZED ONIONS

Recipe Month: of the Recipe and image provided by The National Onion Association and River Point Farms

Ingredients: 16 oz. dough ball 1 lb. broccoli rabe, coarsely chopped 2 tbsp. olive oil 2 tsp. garlic, minced ½ tsp. red pepper flakes 1 c. part-skim ricotta cheese ⅓ c. Parmesan cheese, grated 2-3 tbsp. fresh parsley, chopped 1 tsp. black pepper, cracked 1 c. yellow onion, diced and caramelized 6 oz. fresh mozzarella, cut into chunks Shaved or shredded Parmesan cheese (optional) Toasted pine nuts (optional) Instructions: On a lightly floured surface, roll pizza dough into a 16” circle and place on a cornmeal-dusted pizza paddle. In a small stock pan, heat olive oil and red pepper flakes. Add broccoli rabe and chopped garlic and sauté for 3-4 minutes. Cover and cook for 2 minutes or until broccoli rabe is bright green and tender.

In a bowl, combine ricotta, Parmesan, parsley and black pepper. Spread ricotta cheese mixture onto the rolled-out pizza dough. Top with broccoli rabe, caramelized onion and mozzarella. Transfer pizza to a stone that has been preheated in a 400°F oven. Cook for 12-15 minutes or until crust is crispy and golden-brown. Remove pizza from heat and let it rest for 2-3 minutes. If desired, serve slices topped with pine nuts and extra Parmesan cheese.

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Broccoli Rabe & Caramelized Onion Pizza

The Artisanal Onion

Caramelized onions can transform any pie into a gourmet pizza. The caramelizing process brings out the natural sweetness of the onion, creating a savory treat that blends beautifully with other artisanal pizza ingredients, from goat cheese and Gruyère to prosciutto and roasted apples. Here’s how pizzerias around the country have incorporated caramelized onions into their gourmet recipes: Folks at Wild Olive Pizzeria (wildolivepizzaspringfield.com) in Springfield, Massachusetts, can’t get enough of the Meatball & Ricotta, topped with meatballs, ricotta cheese, caramelized onions, fresh basil and grated Romano cheese.

Amici’s East Coast Pizzeria (amicis.com), with 14 stores in California, offers the Spicy Pepper Chicken, a white pie made with chicken breast slices, caramelized onions, roasted red peppers, cilantro, oregano and hot red pepper flakes.

Specializing in vegetarian and vegan fare, Blackbird Pizzeria (blackbirdpizzeria.com) in Philadelphia kicks up the spice level with the Nacho, featuring avocado, caramelized onions, jalapeño peppers, tomato sauce and cheddar-style Daiya nondairy cheese.

In Berkeley, California, Sliver (sliverpizzeria.com) keeps it simple, serving just one type of pizza each day to ensure maximum freshness and short waits. One recent special was topped with mushrooms, baby spinach, caramelized onions, toasted pine nuts, Italian parsley, garlic-infused olive oil, and mozzarella and Manchego cheeses.

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FEATURE STORY NEW ORLEANS PIZZA

Steve Smith (left) and Brad Bohannan, co-owners of Turtle Bay in New Orleans’ French Quarter, earned national attention after their restaurant was featured on Spike TV’s Bar Rescue.

34 PMQ Pizza Magazine The Pizza Industry’s Business Monthly

PMQ’s exclusive video coverage of the burgeoning pizza scene on New Orleans’ Freret Street.

THE PIZZA KINGS OF NEW ORLEANS Pizzeria operators have capitalized on industry trends—from farm-to-table and fast-casual to crowdsourcing—to create a pizza renaissance in New Orleans.

By Melanie Addington Photography by Daniel Lee Perea

I

n the wake of Hurricane Katrina in 2005, then-Speaker of the House Dennis Hastert made a bold proposition.

Attempting to restore New Orleans—replete with poverty, corruption and racial division—to its original state “doesn’t make sense to me,” Hastert said, adding, “It looks like a lot of that place could be bulldozed.”

Hastert wasn’t the only one who felt that way. For months after the hurricane, pundits of all political stripes argued against rebuilding the “sunken city.” Fortunately, those who loved New Orleans weren’t listening. They were too busy hammering nails and repainting walls, bringing their ravaged hometown—warts and all—back to bustling life. And leading the way were enterprising pizzeria operators and chefs who set out to not only rebuild the city but to put their own unique spin on New Orleans cuisine.

On Freret Street alone, two pizzerias have helped transform a once-abandoned neighborhood into a trendy shopping and dining area. And other highly successful pizzerias have sprung up across the city, from the French Quarter to the Bywater District, spurring a renaissance that has revived the area while helping to preserve what makes New Orleans so special.

PMQ recently took a trip down to The Big Easy to check out the pizza scene and chat with many of the city’s top pizzaioli.

What we discovered was a thriving culinary subculture that hasn’t been given its due—New Orleans isn’t just about gumbo

and beignets anymore. And the city’s pizza boom mirrors a nationwide trend toward locally sourced ingredients, artisan styles, fast-casual convenience and even the use of crowdsourcing to finance a pizzaiolo’s dreams.

Turtle Bay: Saved by Bar Rescue As the city’s most popular tourist destination, the French Quarter has come to symbolize the conviviality—and excess—of New Orleans. But Turtle Bay (turtlebayneworleans), a pizzeria on Decatur Street, has helped bring Italian traditions back to the district. “When we bought the place, it had been an Italian restaurant years before,” recalls Steve Smith, who co-owns Turtle Bay with Brad Bohannan. “We took some of what they did and tweaked it a bit. Not so many pizza places in New Orleans—especially in the French Quarter—make their own dough and make everything fresh.”

Bohannan says he and Smith are pizza traditionalists. While seafood is the No. 1 natural resource locally, Turtle Bay offers only a few specialty pies with seafood, preferring to stick with the classics: a BBQ chicken pie, a cheeseburger pizza, a Hawaiian. They also serve a breakfast pizza—called the Hangover Helper—to soothe patrons surviving the dreaded morning after. Priced at $12.50 for a small and $18.50 for a large, this no-sauce pie features bacon, Canadian bacon, sausage, eggs, and mozzarella and cheddar cheeses.

October 2014

pmq.com 35

“The key to success in any restaurant is consistency. In the French Quarter, [customers] are used to eating pizza at 3 a.m. I want to serve pizza that people will eat for lunch, dinner and supper. ” —Brad Bohannan, Turtle Bay

“The key to success in any restaurant is consistency,” Bohannan notes. “In the French Quarter, [customers] are used to eating pizza at 3 a.m. I want to serve pizza that people will eat for lunch, dinner and supper.”

Open nightly through the wee hours, Turtle Bay is a popular spot for industry workers—its “dinner rush” comes at 4 or 5 a.m., when many servers in the area get off work at other restaurants—and also delivers to hotel rooms in the nearby area. Smith and Bohannan promote their delivery service with fliers and direct mail pieces and benefit from write-ups in area tourism guides.

Perhaps their most important PR break, however, came when a second Turtle Bay location, this one on Bourbon Street, was featured on Spike TV’s Bar Rescue last year. The show’s host, Jon Taffer, helped them to see that their clientele on Bourbon Street was different from the clientele just a few blocks away at the Decatur Street location. “People come to Bourbon Street for Cajun food,” Taffer says. “They don’t come 2,000 miles to eat a slice of pizza.”

Taffer convinced Smith and Bohannan to convert the Bourbon Street pizzeria into a bar, renamed Spirits On Bourbon, while re-energizing their pizza focus at the Decatur Street shop.

On Decatur Street, Turtle Bay now focuses on affordable food that can feed entire families, which can be difficult to find in the French Quarter.

The lesson: Know your customers. “Pizza wasn’t right for 36 PMQ Pizza Magazine The Pizza Industry’s Business Monthly

Located on Decatur Street in the heart of the French Quarter, Turtle Bay packs in bar patrons and hungry pizza fans 24 hours a day, seven days a week.

[the Bourbon Street store],” Taffer says. “That’s why it’s now at Turtle Bay and not at Spirits. Their sales are up over $1 million since I left. That’s what spirits can do for your pizza operation if you do it effectively.”

Meanwhile, Smith and Bohannan keep working to make New Orleans a city that’s as famous for its pizza as for its latenight parties. “We want to get pizza’s reputation in the French Quarter back to where it should be,” Bohannan says. “It has a bad rep because every daiquiri shop sells pizza by the slice, and it hurts the reputation of operators like us. Our goal is to have good, fresh dough, fresh ingredients and consistency in everything we do.”

Turtle Bay owners Smith and Bohannan prefer traditional meat toppings, but they also serve up a healthy vegetarian menu.

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(Clockwise from top) Jeff Talbot checks on a wood-fired pizza at Ancora on Freret Street; an employee at Midway Pizza makes a pie in full view of customers as part of the restaurant’s open, friendly atmosphere; Steve Watson (far right) and his Midway crew serve up deep-dish pizza with a Big Easy twist; and Ancora’s Neapolitan-style pies and fine-dining atmosphere helped revitalize Freret Street.

Ancora and Midway: Think Local Only a block apart on Freret Street, Ancora Pizzeria & Salumeria (ancorapizza.com) and Midway Pizza (midwaypizzanola.com) have very different styles, but both attract a healthy mix of locals and tourists. For Jeff Talbot, a partner at Ancora, coming home to New Orleans after Katrina was important, but he felt nervous about bringing artisan Neapolitan-style pizza to Freret Street, a neighborhood formerly known largely for urban sprawl and white flight. “It was intimidating to start Ancora here because of the history of Freret Street,” Talbot says. “Three years ago, it was not the street it is now.”

After the post-Katrina floodwaters receded, a revitalization effort led to a Freret Street renaissance, and today restaurants can be found on nearly every block. Tourists and locals alike seek out Ancora—one of the city’s first Neapolitan-style pizzerias—for fine dining. To boost sales, each pizza on the menu is paired with a suggested wine selection, and appetizers range from the Anti Pizza Plate—which has a bit of everything, including meats from the salumeria—to bruschetta with burrata and beets, all presented with an artistic flair.

38 PMQ Pizza Magazine The Pizza Industry’s Business Monthly

To obtain all of the fresh local produce he needs, Talbot visits three farmers markets in New Orleans and a fourth on the North Shore each week. He also buys a pig every week from a local farm for his salumeria. “Throughout the country, there has been a push for small market farmers,” he says. “We are fortunate to have people around us who care about what they do.”

Down the street, Midway Pizza specializes in deep-dish pizza and is popular with both local families and students from Tulane University. Co-owner Steve Watson shares Talbot’s passion for pizza—his parents owned a pizzeria in Alexandria, Virginia, so he was born into the business.

Watson and his partner, Ben Sherman, both veteran bar operators, opened Midway Pizza on Freret Street in December

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“We advertise online and find that it works, although there will never be a substitute for old-school fliers handed out with coupons. Still, everyone today has a mini-computer on his phone, so if you have a hankering for Midway food, we want you to find us online.”

—Ben Sherman, Midway Pizza

(Clockwise from top) The chalk and magnet menus allow for daily flexibility in specials at Pizza Delicious in Bywater; Greg Augarten and Michael Friedman missed the New York-style pizza from their childhood, so they brought it to New Orleans with help from a Kickstarter campaign; Pizza Delicious’ garlic knots have become a popular item, since only a few pizzerias serve them.

2010. “We lucked out because we were able to get the foundation of the pizza—the dough and the sauce—from my parents,” Watson says. “But we added some new ideas and character to our pizzas. We put a little twist on deep-dish pizza, adding a [touch of ] New Orleans to it.”

So how does Midway Pizza stand out from the growing crowd of pizzerias in the city? For starters, it’s chock-full of folk art and boasts a unique theme inspired by Mexican wrestlers, or luchadores. The theme evolved organically over time, Watson notes. “We always seemed to have people giving us pictures of Mexican wrestlers, and we ended up creating a logo for the pizzeria with [that theme],” he says.

Watson and Sherman work with an advertising company and with the Freret Street Association’s own marketing team to build interest both in Midway Pizza and the district itself.

The pizzeria has a solid Facebook presence, with 2,100 likes and regular posts featuring mouthwatering images of pizzas, salads and other menu items, plus promos for the Freretjet Lunch Special (all-you-can-eat deep-dish pizza and a salad for $8.99). “We have a media person who handles our online stuff,” Sherman notes. “We advertise online and find that it 40 PMQ Pizza Magazine The Pizza Industry’s Business Monthly

works, although there will never be a substitute for old-school fliers handed out with coupons. Still, everyone today has a mini-computer on his phone, so if you have a hankering for Midway food, we want you to find us online.”

Pizza Delicious: A Boost From Kickstarter Native New Yorkers Greg Augarten and Michael Friedman, co-owners of Pizza Delicious (pizzadelicious.com) in the Bywater neighborhood, met in college in New Orleans and found that they both missed the pizza from their childhood. So they started creating their own recipes at home and eventually rented a shared space where they served pizzas to locals on Sundays. Word grew fast about the pop-up, and before long they couldn’t keep up with the orders. In November 2012, they opened their brick-and-mortar store, which was named one of the “38 Essential Pizzerias Across America” by Eater.com this year.

Popular with hipsters, locals and tourists alike, the pizzeria serves a range of New York-style pies, pastas and locally grown greens, including the popular Local Peach and Arugula salad.

The menu changes daily with new specials and features a vegan

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their names on a thank-you plaque at the shop’s entrance. The partners’ fundraising goal was $15,000; they ended up netting $18,300.

Augarten and Friedman also buy local ingredients whenever possible and grow their own herbs. One of their biggest problems is keeping up with demand. “We keep the price point low so we can serve more people,” Friedman says. “We try to create an exclusive product, but there is only so much pizza, so we sell out every day.”

But the true testament to the success of Pizza Delicious comes when the partners’ friends from New York visit the restaurant. “Impressing people from where we grew up is the real test for us,” Friedman says.

Domenica: From Fine Dining to Fast-Casual Chef Alon Shaya studied pizza in Parma, Italy, before launching the fivestar restaurant Domenica and following up with Pizza domenica.

option using nondairy cheese from Daiya.

Augarten and Friedman used Kickstarter to raise the funds for their Marsal & Sons oven. The crowdfunding approach isn’t just a new way to raise capital—it also helps a restaurant build a fan base before the first meal is served. Donors to Pizza Delicious received various perks, ranging from a social media thank-you for $5 to bumper stickers, T-shirts and other items for contributions of $10 to $50. Donors at the $125 level got

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There are now two ways to try James Beard Award nominee Chef Alon Shaya’s pizza in New Orleans: the original Domenica (domenicarestaurant.com), which focuses on fine dining, and the newly opened Pizza domenica (pizzadomenica.com), a fastcasual eatery. Shaya moved to New Orleans in 2003 to work for chef John Besh, and the two later collaborated on Domenica, located in the historic Roosevelt Hotel just off Canal Street, in 2008. “John’s been a real mentor to me,” Shaya says. “We have a great partnership.”

Domenica has its own salumeria and serves wood-fired pizzas, handmade pastas and anything else the chefs can dream up using local ingredients. Area farms provide about 80% of the

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Pizza Underground members include (back row, from left) Anchovy Warhol, Matt Colburn, Macauley Culkin, Jordan Lane Price and Austin Kilham; (front row) Phoebe Krutz and Deenah Volmer.

Pizza Underground Cheeses Up Some Classics in NOLA

Domenica has a wood-fired oven with a rotation device to provide an even bake for the pizza.

pizzeria’s vegetables, drawing farm-to-table fans by the throngs.

“New Orleans influences our menu a lot,” Shaya says. “There is a beautiful range of resources here, from okra to kale to seafood. It would be counterproductive not to use all of it.”

With the new Pizza domenica, Shaya moved his pizza to Uptown, another fast-growing area with many new restaurants.

Here, fast-casual is the big trend, Shaya says. “There are no reservations, and it’s about the neighborhood. We have a simpler menu but with more of a variety of pizzas. It is Domenica’s little sister, but this is not a cookie-cutter brand. It has a symbiotic relationship with the neighborhood. It is much more casual and has a lower price point.”

For Shaya, Italian food in New Orleans represents a return to the city’s roots. “There were more Italians in New Orleans than anywhere else in the country 120 years ago,” he notes. “Sicilians fled from Italy and came here. If you look at the produce and seafood companies, they have Italian names. There was a period of history, though, when they were ostracized here, and the tensions caused much of their history [in New Orleans] to be ignored. But now they are flourishing again.”

That’s part of the beauty of life in The Big Easy. Like many of the world’s great cities, New Orleans is truly a melting pot where men in business suits rub elbows with tattooed punks, panhandlers and jazz trumpeters—and everybody feels right at home. That’s why places like Turtle Bay can thrive and entrepreneurs like Bohannan and Smith can’t imagine living— or owning a pizzeria—anywhere else. “New Orleans is a place that accepts everything before it’s even popular,” Bohannan says. “It is a place in the world where titles don’t matter.”

Melanie Addington is PMQ’s social media director.

For bonus coverage of the Big Easy’s pizza boom, visit our digital edition at pmq.com/digital. You can learn about Amici, another artisan pizzeria that has helped bring Italian pizza making tradition back to New Orleans, and watch a video on the Freret Street pizza scene.

44 PMQ Pizza Magazine The Pizza Industry’s Business Monthly

You may think you’re a pizza fan, but unless you’ve started your own band just to sing about your love of pies, Pizza Underground—a comedy rock band co-founded by actor Macaulay Culkin—probably has you beat.

At a recent gig at the Hi-Ho Lounge in New Orleans, fans dressed up in pizza boxes and waited impatiently through two opening acts before the band finally took the stage. Partnering with local pizzeria Pizza Delicious, they gave out free pies during the sold-out show. One fan noted that she had just paid $20 to “watch the kid from Home Alone play a kazoo.”

Pizza Underground, a takeoff on the legendary 1960s band The Velvet Underground, features Culkin and bandmates Phoebe Kreutz, Matt Colbourn, Deenah Vollmer and Austin Kilham.

Turning Velvet Underground songs into pizza-themed covers, they first recorded a demo at Culkin’s home as a joke. “Femme Fatale” became “Pizza Gal,” while “All Tomorrow’s Parties” was parodied as “All the Pizza Parties.” Culkin even throws in a rousing kazoo solo on the Lou Reed-inspired “Take a Bite of the Wild Slice.”

“I just discovered [the instrument] in the last couple of months and realized I am a natural kazoo player,” Culkin jokes. “Some people just got it. My mom is proud of me.”

The band teamed up with a local pizzeria in every town during its spring tour. “We are genuine New Yorkers, and we liked [Pizza Delicious] a lot,” Culkin says. But Kilham singled out the Carmine Street location of Joe’s Pizza (joespizzanyc.com) in New York as their all-time favorite. “We met one of Lou Reed’s friends, and he assured us that Lou would have loved us and that Lou was also a Joe’s Pizza fan,” Kilham notes.

“He would have been grumpy about it, though,” Kreutz adds.

Listen to an audio recording of the full backstage interview with Pizza Underground at PMQ.com.

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FEATURE STORY SOUPS

Satisfy your customers' natural craving for variety with a rotating list of soups.

NEWK'S EATERY

46 PMQ Pizza Magazine The Pizza Industry’s Business Monthly

S S

oup's On!

Contrary to popular belief, customers crave soups all year round. Here are six marketing tactics to help turn up the heat on your soup sales. By Liz Barrett

oup may be the last thing on your mind while you’re tossing pizzas and stuffing calzones, but what if we told you that some operators are currently selling as much soup as pizza? Take a moment to wipe the flour from your eyes, and we’ll tell you how it’s done.

Many people associate soup with cold weather, thinking it will only sell when it’s cold outside, but restaurateurs have proven on countless occasions that consumers love soup year -round.

“Not everyone wants pizza for lunch,” says Jake Allmaras, co-owner and general manager of Kaleidoscope Pizzeria & Pub (kaleidoscopepizza.com), in Medford, Oregon, which offers three customer favorites alongside a rotating special every day.

“If we didn’t offer soups, it would definitely impact our sales.”

Soups are also serious business at Jackson, Mississippi-based Newk’s Eatery (newks.com), according to Alan Wright, vice president of marketing and franchise operations. “Two months before the spring and fall soup rotations, we all sit and sample dozens of soups to choose the right ones,” Wright says. “This past season we even invited our customers to vote for the newest soup addition to the menu.”

Wright says Newk’s soups bring in the same sales percentage as the pizzas, thanks to four rotating soups on offer every day and mix-and-match soup/salad/sandwich combos. “Any

leftover soups are sold in our grab-and-go case, which also helps to bring in additional soup sales,” he says. The chain even has a condiment bar, where customers can load soups up with croutons, roasted garlic, cheese and more.

“Our soups will always be on our menu,” Wright adds. “They offer a point of difference from our competition.”

Are you sold on soups now? If so, here are some important points to keep in mind:

1

Variety is key.

Don’t expect to wow customers with the same soup 365 days a year. Your customers already enjoy variety through your pizzas, so they expect the same from any soups you may offer. A couple of daily favorites are fine, but rotate out some specials during the week to keep things interesting and keep patrons coming back.

2

Make a bold move.

Think of soup as another opportunity to get creative in the kitchen and introduce bold flavors that you may not otherwise be able to include on a traditional Italian menu. Consider hearty lentils, chili and stews; fragrant coconut curries and Thai-inspired soups; cream-based potato, October 2014

pmq.com

47

“Not everyone wants pizza for lunch. If we didn’t offer soups, it would definitely impact our sales.”

—Jake Allmaras, Kaleidoscope Pizzeria & Pub

Soups can be enjoyed year round, with or without accompaniment.

Let’s Talk Soup cheese and seafood favorites; and health-conscious brothbased varieties packed with fresh vegetables. Popular soups at Newk’s include loaded potato, broccoli cheese and tomato basil, while Allmaras says that baked potato and Hungarian mushroom top the list at Kaleidoscope.

3

Keep the bottom line in mind.

While there are thousands of soup possibilities, certain ones will always remain fan favorites. Take a poll of your staff to see which types of soups they enjoy or run a contest and let your customers decide. But always think in terms of profitability. As you prepare your recipes, consider the time of year, ingredient availability and the overall food cost of the soups. Make sure to keep them affordable, especially when you first introduce them. (If you don’t have the staff to create in-house soups, several companies offer a variety of ready-made soups and can even custom-make soups according to your recipe.)

4

Offer combos—or don’t.

Wright favors combo offerings—Newk’s customers order far more soup/salad/sandwich combination meals than standalone soups, he says. But there’s no rule that says you must offer combos. Soups can be a great option for pizzeria operators who prefer to omit sandwiches from the menu entirely. Kaleidoscope has found success specializing in pizzas, calzones, soups and salads, skipping the sandwiches and combos. “We tried offering combinations a few years back, but we found that we didn’t really need them,” Allmaras says. “Our soups and salads are very reasonably priced, and our customers usually prefer to order them separately.”

5

Use soups to jump-start lunch sales.

Adding a soup offering can help remedy slow lunch sales. Statistics show that consumers are far more interested in soup at lunchtime than during dinner, so make sure to feature your soups on your lunch menu.

48 PMQ Pizza Magazine The Pizza Industry’s Business Monthly

A recent consumer survey conducted by Mintel revealed some insights into the soup purchasing behavior of consumers. While this data relates to soup purchased for the home, you’ll still get an idea of your customers’ soup preferences.

• More than six in 10 respondents who buy soup for the household agree that it's good to eat year-round, and nearly six in 10 respondents agree that canned soup is good to have in the pantry when needed.

• Most respondents eat soup for lunch; less than half eat soup for dinner or as part of dinner.

• Nearly nine in 10 respondents report an interest in soups with a full serving or more of vegetables.

• Eight in 10 respondents report an interest in low-sodium soups.

• Nearly eight in 10 respondents report an interest in soups with added vitamins and minerals and soups with high fiber.

• More than three-quarters of respondents report an interest in all-natural/organic soup ingredients.

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Don’t keep your soups a secret.

Train your servers to upsell soup to every table, and market your soup offerings on social media, on table tents and through email blasts and e-newsletters.

Make sure your customers know about all of your new soups and about every combo possibility. Just as importantly, make sure you and your servers have tasted every combination in

order to offer solid pairing suggestions to your customers.

Consider how tasty your breadsticks would be dipped into a hot bowl of broccoli cheese, or how your Caesar salad would complement some homemade minestrone. Your customers want to experience these combinations as much as you do, so grab a pot and put some soup on!

Liz Barrett is PMQ’s editor-at-large and author of the new book, Pizza: A Slice of American History.

25 c. chicken stock 6¼ c. masa 12 c. water 1½ #10 cans of red enchilada sauce 12 c. cheddar cheese 2 tbsp. salt ¼ c. chili powder ¼ c. cumin Sour cream, cilantro, avocado (optional garnishes)

Directions Chicken Enchilada Soup Recipe and photo courtesy of Kaleidoscope Pizzeria & Pub

Ingredients 6½ lb. chicken, broiled and shredded ½ c. oil 4 c. white onions, diced 7 garlic cloves, minced

Place oil in a big soup pot and cook onions for 10 minutes, then add garlic and cook two minutes longer. Pour chicken stock in with the onions. Meanwhile, whisk together the masa and the 12 cups of water— make sure there are no clumps. Add the mix to the pot along with the enchilada sauce, cheddar cheese, salt, cumin and chili powder. Bring to a boil, then add the shredded chicken. Reduce heat and cook until thickened, about 30 minutes. Garnish with sour cream, cilantro and avocado.

Heart-Healthy Potato Broccoli Soup Recipe and photo courtesy of the Idaho Potato Commission

Ingredients 4 14-oz. cans low-sodium broth (chicken, vegetable, beef or a combination) 3 c. potato flakes or buds ½ tsp. garlic powder ½ c. powdered milk (optional) 20-oz. package frozen, chopped broccoli 2 tbsp. lemon juice (optional) Chopped parsley, chopped scallions or chives, broccoli florets (optional garnishes)

Directions In a large stockpot, bring broth to a boil over mediumhigh heat. Remove from heat and stir in the potato

50 PMQ Pizza Magazine The Pizza Industry’s Business Monthly

flakes, garlic powder and powdered milk (if desired).

Allow mixture to sit while preparing broccoli. Prepare frozen broccoli according to package directions. Stir the broccoli into the potato mixture. Heat soup over medium heat until hot. If desired, just before serving, stir in lemon juice. Garnish each bowl of soup to taste.

Get the deep dish on the fascinating history of America’s favorite pie.

PIZZA A Slice of American History Liz Barrett

T

With liberty and p izza f or all. here is no doubt that pizza is one of the most popular foods in the United States, cherished by everyone from your average family guy

to the leader of the free world. Americans reportedly eat a combined 350 slices every second! Although pizza has its origins overseas, it has come into full flour (ahem) here in the States. Pizza: A Slice of American

• This is the only book to celebrate and investigate the evolution of pizza in the United States, and the only one to combine culinary and cultural history with recipes and lore.

• A lively and imaginative narrative and a rich collection of photographs reflect the tone of appreciation and humor that so often accompanies America’s favorite pie.

• Pizza: A Slice of American History is the perfect book for anyone who loves pizza— which is everyone.

History tells the story of how this beloved food became the apple of our eye—or perhaps more precisely, the pepperoni of our pie. Pizza journalist Liz Barrett explores how it is that pizza came to and conquered North America and how it evolved into different regional specialties across the continent. Each chapter investigates a different pie: Chicago’s famous deep-dish, New Haven’s white clam pie, California’s healthconscious varieties, New York’s Sicilian and Neapolitan, the various styles that have emerged in the Midwest, and many others. The components of each pie—crust, sauce, spices, and much more—are dissected and celebrated, and recipes from top pizzerias provide readers with the opportunity to make and sample the pies themselves. Illustrated throughout with modern and historical photographs, postcards, and memorabilia, Pizza: A Slice of American History is a delicious cultural history of pizza in the USA.

Look for Pizza: A Slice of History anywhere books are sold.

Purchase today at Liz’s industry blog, The Pizza Insider. goo.gl/HyAvYQ

FEATURE STORY POS SYSTEMS

POWERING UP YOUR

By Tracy Morin

POS

Recent innovations within POS systems—plus the ability to expand, upgrade and sync to other systems— have created a perfect storm of peak performance.

G

one are the days of purchasing a POS system without fully tapping into its enormous potential. Not only do today’s POS systems perform so many crucial tasks— managing loyalty programs, facilitating seamless delivery and enabling online ordering, among others—but new additions to these systems can take your business to the next level. Now this vital piece of equipment can act as a springboard for targeted marketing, mobile ordering, pay-atthe-table capabilities and much more. “Everything needs to be integrated with the POS,” says Aaron Fang, director of business development for MenuDrive in Carlisle, Pennsylvania. “The POS is the data hub, but the information that’s stored there can now be exported to vendors who take that information and act on it.”

Recent tech-savvy innovations within POS systems, as well as the ability to augment, upgrade and sync with those systems, have created a perfect storm of peak performance. “There has been a mentality shift from operators when it comes to POS,” notes Matt Wise, CEO of HelloWorld in Pleasant 52 PMQ Pizza Magazine The Pizza Industry’s Business Monthly

Ridge, Michigan. “Instead of relying on software that can quickly become outdated, different applications can be added, and they can communicate with each other.”

In short, POS trends are poised to change the future for pizzeria operators—and their customers—for the better. We talked to a number of experts about how today’s POS systems are becoming supercharged.

Upward Mobility According to Mobey Forum, a global industry association that focuses on mobile financial services, mobile POS terminals are projected to reach 46% market penetration by 2017, up from the 17% share

“Loyalty is what’s currently driving the market. Tracking a customer’s ordering activity through loyalty services allows for direct text/SMS and email marketing. With enterprise services this can be done very efficiently and cost-effectively.”

—Tim Freida, Microworks POS Solutions

held in 2012—and pizzeria chains are catching on. Atlantaheadquartered Mellow Mushroom (mellowmushroom.com), with 160-plus locations across the country, currently uses a traditional mounted system, but POS administrator Will Nash says he is mulling the possibilities of a mobile POS system, which would allow servers to tote tablets around the pizzeria and key in orders tableside.

At the other end of the transaction, more customers want to pay through their mobile devices, Fang says. “We’re seeing mobile payment solutions becoming popular,” he notes.

“Pizzerias are starting to adopt mobile payments through an app to facilitate greater in-store and takeout payment convenience and drive loyalty programs.”

Indeed, most experts are predicting a move toward systems that integrate with a POS to enable customers to pay at the table, making time-consuming close-outs a thing of the past.

“In some cases, this program is already embedded in a POS system as sold, but if not, it can be remotely installed and up and running in five or 10 minutes,” explains Ben Carolan, executive VP of sales and merchant acquisitions for TabbedOut in Austin, Texas. “Customers then download an app, create a profile, and store their credit card data. When the customer comes to the pizzeria, he hits ‘open tab’ on his phone and orders from the server, who can see the customer’s name on the POS and what credit card is being used.”

Customers, meanwhile, can track their orders on their phones and pay at the end of the meal. The systems even let your guests split the check according to menu item, fraction or dollar amount and add a gratuity. An email receipt is sent to the customer, and the app tracks purchases so that the customer can review food or drink items ordered in the past.

A system like this also allows the pizzeria operator to use

October 2014

pmq.com 53

“When using POS to make customers feel special, some of the best ways cost little to nothing. For instance, you might set triggers in the POS system for new or frequent customers or for customers who return after a long lapse. For these situations, you can set the POS system to prompt your staff to say or do something: an extra thank-you, a credit or a special offer for the next visit.” —Jennifer Wiebe, Speedline Solutions

MELLOW MUSHROOM

Mellow Mushroom execs currently use a traditional mounted POS but are considering the possibilities of a mobile system.

back-end marketing analytics to track any customer’s number of visits, average ticket, personal preferences and more. Meanwhile, the customer can provide feedback after the meal (in TabbedOut’s case, simply a thumbs up or down, plus space for comments), which is then sent directly to management staff in real time through a mobile phone alert.

Finally, the customer enjoys peace of mind because his credit card info is encrypted in his phone, so he doesn’t need to give his card to staff members, thus protecting both customers and businesses from fraud.

Wise believes mobile processing is quickly gaining ground in restaurants, and he predicts a dramatic shift over the next three years. Mellow Mushroom is already priming its POS for payment at the table. “We’re working on an app that will tie in with our loyalty program and allow mobile payment from phones,” Nash says. “This will allow guests to load their credit card data, scan the check and pay. And it allows us to look at all data from the visit (the time, table number, server, items ordered, etc.) and get a better understanding of our guests [so that we can] ultimately serve them better.”

Hitting the Target Open APIs (application programming interfaces) allow different technologies to work together, which can be especially helpful for marketing with your POS data. “With open APIs, you open communication to another provider,” Wise says. “So you can text a coupon offer, for example, and enter that code in the POS system, and another company validates and clears the coupon, communicates back to the customer, and disables the coupon so it can’t be used again.” Another example: When a customer registers for perks such as a loyalty program or sweepstakes offers, he can be later messaged by text or push notifications to visit the pizzeria when he’s geographically close to a location, and operators can see who responds to different offers.

Recently at Mellow Mushroom, execs took advantage of a similar promotional initiative. The pizzeria partnered with 54 PMQ Pizza Magazine The Pizza Industry’s Business Monthly

HelloWorld and Coca-Cola to engage consumers and drive sales. Through a custom microsite and an SMS (text messaging) entry system, customers who bought Coca-Cola products in the pizzeria were provided with a code to enter a sweepstakes and win a prize (including instant prizes, like a gift card, and a grand prize, two tickets to the American Music Awards).

Mellow Mushroom saw that an overwhelming number of sweepstakes entrants entered via mobile devices, so by tying the sweepstakes to SMS marketing, Mellow Mushroom was able to build its SMS database, connect with consumers and improve loyalty.

Steven Sams, digital content manager at Mellow Mushroom, affirms that outside vendors can help improve email marketing for a pizzeria, integrating with the POS system to distribute, track and redeem offers. Nash adds that the company is even looking into wait-list software tied into its POS system to further connect with customers. “This offers the ability for the host to take a reservation on an iPad when there’s a wait, then send a text when the table is ready, which further builds our database,” Nash says.

A POS system can also be used to strengthen those relationships with a restaurant’s employees. “We use our POS around limited-time offers, taking massive amounts of POS data and summarizing on the employee level so that we can hold contests based on employee performance,” says Tyson Dube, brand development analyst for Mellow Mushroom.

“Even with 3,500 employees, we can find those top sales performers and reward them with personal recognition.”

Mobile payment can sync with POS systems to streamline the dining experience for both servers and guests.

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“Pay-at-the-table capabilities take the load off of other stations in your restaurant and offer convenience to your customers and staff. Meanwhile, using your POS to ask questions like, ‘Will you be having your usual large pepperoni pizza and bread sticks?’ or to wish your customers a happy birthday or happy anniversary makes them feel like you take the time to get to know them personally.” —Scott Slater, Summit Computer Networks

MELLOW MUSHROOM

On busy nights at Mellow Mushroom, pay-at-the-table capabilities can speed up table turnover while tracking customers’ buying habits.

Dollars and Sense With many locations across the United States, Mellow Mushroom works with its partners to determine ideal food costs so that an owner can measure actual costs versus the ideal. But for independent operators, who have so many other pressing tasks, it can be more difficult to establish and track food costs. One company, Eyenalyze, has linked with both POS companies and food suppliers to produce a technology that marries the two, providing a theoretical plate cost for any recipe.

“Often, POS suppliers and food suppliers don’t communicate, and if you’re working with more than one food supplier, your options are limited as an operator,” explains Michael J. Rasmussen, owner of Rasmussen Tax Group in Conway, Arkansas, and a partner in Eyenalyze. “If operators have to manually enter what they’re buying from each supplier, analyzing food costs often falls by the wayside.” Thankfully, Rasmussen adds, POS systems are steadily moving toward storing data in the cloud rather than only within the POS itself, so an owner can access info anytime, anywhere, from a mobile device. This cloud-based approach makes it easier for restaurant owners to monitor food costs on a daily basis and make sure they’re on track.

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Jump-Starting Online Orders Online ordering can be a very strong tool, but it requires an ongoing marketing effort—and that, too, begins with the POS system. “The system can capture customer data not only for marketing campaigns, but for online ordering,” Fang says. “In fact, email marketing and online ordering can generate positive returns when used together. We recommend that operators start diligently using the POS to collect customer emails and mobile numbers; that information is a gold mine for marketing teams.”

To get your online ordering off the ground, Fang recommends incentivizing consumers to try it—for example, running a coupon and email campaign for 20% off a customer’s first online order—and using the POS to track its success.

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nia, similarly works to push customers toward online ordering.

“One simple thing to do is enable the tagging of ‘order type’ in your POS system,” says Michael Morgan, vice president of operations for Pizza Guys Franchises. “The first step is to have a printed notice on the tag that lets the staff know if the order was made online or not. When an order comes in that is not online, we provide a card with a low-value offer to incentivize the customer to place his next order online. A free order of garlic bread or a low-value dessert usually has a strong effect.”

Although he admits the tactic may not work the first or second time, Morgan has found that regular customers will get “worn down” after repeated offers and will eventually give your online system a try.

According to Morgan, many POS companies are still trying to get their mobile platforms fully cross-functional with their in-store platforms—a lot of online systems, after all, grew as bolt-ons to existing systems. But the next generation is being designed from the ground up to work as a single system, Morgan adds. Meanwhile, his POS vendor remains active in assisting Pizza Guys’ efforts to boost its percentage of online orders.

For example, the vendor provided Pizza Guys with a coupon that will allow the pizzeria to generate a code (a one-time-use code or a common code that works one time per customer) for an offer to attract online customers. Pizza Guys can print

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“[Wait-list software tied into a POS system] offers the ability for the host to take a reservation on an iPad when there’s a wait, then send a text when the table is ready, which further builds your database.” —Steven Sams, Mellow Mushroom

Today’s customers are increasingly interested in paying for meals directly through their mobile phones.

those codes on cards and other media to hand to non-onlineordering customers, and the pizzeria can track the offer’s success rate—thus optimizing the dollars spent on these programs and getting the biggest return per dollar spent.

Boosting online ordering through the power of POS has proven beneficial for numerous reasons, Morgan says. First, his online customers don’t require the same level of discount as call-in orders; at Pizza Guys, the percentage of orders with no discount applied is almost 75% higher for online customers— yet they share an equal satisfaction rate with call-in customers.

“We love online ordering for all the reasons most companies do: The ticket averages are higher, about 22%, and customers buy a broader range of specialty pizzas. But the savings on labor is one of the biggest benefits,” Morgan notes. “That labor can be spent on better delivery times, improved quality and improved accuracy. These are things that make a real difference to our customers and help give us a competitive advantage.”

Tracy Morin is PMQ’s senior copy editor.

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FEATURE STORY HARD CIDERS

60 PMQ Pizza Magazine The Pizza Industry’s Business Monthly

Hard THE

STUFF Hard ciders, lemonades and teas are gaining in popularity—and they’re a natural fit in the pizzeria setting.

By Tracy Morin

October 2014

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61

“Sourcing organic apples from orchards and using smaller, concentrated apples in micro batches during production enables more intensity of flavor,” says David Cordtz, cidermaster and CEO of Sonoma Cider in Healdsburg, California.

O

n the heels of the craft beer explosion, alternative alcoholic beverages—think hard ciders, teas and lemonades—are enjoying their time in the sun.

With new flavors and brands constantly popping up, this category offers something for everyone, and they can prove a welcome addition to any pizzeria’s menu.

“We’re entering a golden age for cider and other hard beverages,” notes Daniel Levine, director of Avant-Guide Institute, a New York-based trends consultancy. “It’s an outgrowth of the craft brewing movement. With small-batch beverage producers leading the trend, growth has happened very quickly for these beverages in the last few years.”

An Alternative Approach For customers who crave a beverage off the beer and wine path, hard cider, tea and lemonade are attractive options—and today there are ever-increasing varieties available. “Across the board, consumers are demanding more variety and choice in their alcoholic beverages, so a fruit base is popular as consumers look for more refreshing options,” says Anup Shah, director of innovations for MillerCoors in Chicago. “This family of products, including apple or strawberry ales, is unique because it differentiates from the traditional beer profile. With natural fruit flavors and a crisp, clean finish, these ales honor the beer brewing tradition while providing an entirely new taste experience.”

These options often resonate with younger customers, experts say. David Cordtz, cidermaster and CEO of Sonoma Cider in 62

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Healdsburg, California, believes the recent explosion of alternative adult beverages, such as hard ciders, is largely due to Millennial interest in the category. “You may notice that the explosion of cider soon followed the craft beer movement, as most Millennials are taking a greater interest in craft products,” he explains. “Plus, today’s ciders are unlike hard ciders of the past. There is now a craft approach to production—as opposed to sugar bombs—and craft hard ciders today offer more complex, refreshing flavors.”

Cordtz points to an agreeable “freshness” in today’s craft hard cider; some manufacturers now offer allnatural and organic selections with distinct flavors.

“Sourcing organic apples from orchards and using smaller, concentrated apples in micro batches during production enables more intensity of flavor,” he explains. He also points to increased innovations in taste profiles, such as bourbon-spiked cider.

Sanjiv Gajiwala, senior director, marketing activation, at Mike’s Hard Lemonade in Chicago, affirms that his company’s target demographic is Millennial adults who are looking for “more flavorful” alcoholic refreshment. “They aren’t afraid to try new things, and an unconventional beer alternative gives them great natural taste and refreshment without a beer aftertaste,” he explains. “The flavor category is continuing to explode, and apple products—like cider and apple ale—are a huge part of that.” Gajiwala cites some stats: Sales of flavored malt beverages rose 40% in the last 18 months—including all apple products, which have almost doubled—leading to increased development of new flavors, both seasonal and regular, from a range of producers.

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Redd’s Cheesy Cheddar Dip Courtesy of Redd’s Apple Ale, MillerCoors ½ c. apple ale 1 tbsp. all-purpose flour 1 tsp. ground mustard 1 tsp. Worcestershire sauce ¼ tsp. crushed black pepper 1 tsp. red pepper sauce 2 c. (8 oz.) sharp cheddar cheese, shredded 2 c. (8 oz.) American cheese, cubed Pretzel sticks and apple wedges, to serve Mix flour, mustard and pepper in an ungreased two-quart slow cooker. In a small bowl, whisk apple ale, Worcestershire and red pepper sauce until blended. Stir into flour mixture until blended. Stir in American and cheddar cheeses.

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Woodchuck Hard Cider, based in Middlebury, Vermont, illustrates the craft cider boom; the company started in 1991 in a two-car garage and is now nationally distributed. “The explosion of this category is due to a couple of factors,” says Nate Formalarie, Woodchuck’s communications manager.

“The craft beer boom has led to a consumer with a more curious palate than ever before, and people are more willing

to try something new. We’re finding that innovative cider fits that type of consumer.”

Levine notes that interest in hard ciders, teas and lemonades tends to be strongest in urban areas—or anywhere craft beers are popular. “Many consumers are seeking local, natural, artisan products, but now even the big brands have gotten involved, making this category even more popular,” Levine

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says. “These drinks seem to be popular among both men and women for their sweetness, though some are dry. And now that craft beer has run its course, ciders especially are popping up as potentially the next big thing.”

SONOMA CIDER

Taste Testing

“Ciders have definitely gotten more popular, with a large following from the gluten-free crowd. They’re perfect for pairing with our diverse array of glutenfree menu options.”

—Frank Valentine, ZigZag Pizza

Marketing: 4 Hard Takeaways Not everyone loves craft beer, so hard ciders and other fruit-based alcoholic beverages may be the alternative many of your customers are looking for. Here are some key marketing points to remember about this fastgrowing beverage category: 1.

2.

3.

4.

Millenials are a big target market. Millenials love these beverages, and they have spending power.

According to Advertising Age, this group (typically defined as those who reached adulthood by 2000) are expected to spend more than $200 billion annually starting in 2017. What’s the best way to reach them? Social media. So make sure to promote your hard ciders, lemonades and teas on Twitter, Facebook and other platforms popular with this demographic.

Ciders are gluten-free. That makes them perfect for another segment of consumers: those who are gluten-intolerant or gluten-sensitive. Use your menu and suggestive selling to emphasize the gluten-free nature of these beverages, especially if you offer gluten-free food on your menu.

The margins are solid. Craft alternative beverages offer margins that are similar to high-end craft beers. Even better, they have a strong appeal to women who may not care for beer.

Find the perfect pair. Hard ciders pair nicely with spicier pies, such as barbecue pizzas, by delivering a little relief from the heat. Work with your vendor to find the right beverages to go with your pies, then make sure to offer pairing suggestions on your menu.

64 PMQ Pizza Magazine The Pizza Industry’s Business Monthly

Offering alternative alcoholic beverages with unique flavor profiles appeals to both wine and beer drinkers, who are increasingly developing more sophisticated palates, according to Cordtz. “There is a good bubbly quality to ciders, so those who love sparkling wine can find similarities in hard cider,” he notes. “Meanwhile, for beer drinkers, cider offers a lighter, more refreshing taste.”

With so many varieties of hard ciders, teas and lemonades cropping up lately, a pizzeria operator should carefully choose the types that fit best with his menu—from popular massproduced options by mainstream brewers to upscale craft recipes from smaller artisan companies. Eleanor Leger, coowner and president of Eden Ice Cider Company in Newport, Vermont, believes that cider should be made like wine—from the fermented juice of cider-variety apples, just as wine is made from the fermented juice of grapes. “The best ciders are full-flavored, dry and tannic,” she notes. “They go very well with food and can be still or sparkling.” She notes that this type often differs from mass-market hard ciders, which may be produced from apple concentrate and water, with added sugar, flavor and coloring, then carbonated. “Then there are flavored malt beverages, such as hard lemonade or apple ales, which are brewed from grain with added flavoring, sugar and carbonation,” Leger adds. “We try to educate people about the differences.”

Regardless of which brands or flavor profiles fit best with your customers’ tastes, cider offers additional advantages in the crowded alcohol market, notes Formalarie. Its typical drinker is split 50-50, male to female; and cider is glutenfree, which attracts yet another audience of drinkers. Indeed, many pizzerias with gluten-free pies find them ideal for this growing customer group. “Ciders have definitely gotten more popular, with a large following from the gluten-free crowd,” notes Frank Valentine, beverage and bar manager at ZigZag Pizza (cohnrestaurants.com/zigzagpizzapie) in Oceanside, California. “They’re perfect for pairing with our diverse array of gluten-free menu options.” He recommends that pizzeria owners looking to add alternative alcoholic beverages contact their vendors and try available brands to evaluate both their taste and whether they fit in with the pizzeria’s concept.

At URBN Coal Fired Pizza (urbnnorthpark.com) in San Diego, two ciders are offered to accommodate different tastes: One is sweeter, with larger bubbles and a beer-like mouthfeel, while another is tart, with smaller bubbles, like an “apple champagne,” according to head bartender Jason O’Bryan.

“They’re quite different and cover both sides of the spectrum,

ZIGZAG PIZZA

Ciders have become increasingly popular at ZigZag Pizza, especially among customers with gluten-free diets.

but we sell equal amounts of both, and we’ve seen a tremendous explosion of interest in cider among those with gluten-free diets,” he says. “In one recent year, our pizzeria’s local craft cider even outsold our best-selling beer, in terms of dollars in revenue, which was a big surprise.”

O’Bryan’s suggestion for maximizing sales: Denote on your menu, when applicable, that your alternative alcoholic beverages are gluten-free; they’ll sell themselves to guests who are looking for those options.

Pairing With Pizza Many experts point out that pizza pairs very well with hard cider, tea and lemonade. “Pizza and beer is a pretty great combo, but pizza and cider takes it to a new level,” opines Formalarie.

“A double IPA with your pizza can be a little overwhelming,

but cider is crisp, light and refreshing. Big beers can’t bring the balance to a couple slices of pizza that cider can.” Specifically, Formalarie believes that barbecue pizzas, as well as other spicier pies, pair perfectly with cider, which delivers relief from the heat of spicy toppings.

Valentine notes that pear cider matches well with the Light My Fire pizza at ZigZag—a spicy signature pie that features jalapeños, chipotle sour cream and mango habanero salsa. “The cider cuts the spice and adds a nice mellowness,” he explains.

“I also like pairing apple-flavored ciders with white-sauce pies.”

Cordtz agrees that, like wine and beer, hard cider is a foodfriendly beverage. “An apple-based cider pairs well with a fresh Hawaiian pizza,” he says. “A pear-infused cider works well with an arugula and goat cheese pizza, and bourboninfused cider, with its smoky notes, would be nicely paired

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WOODCHUCK

Manufacturing processes can vary among ciders and apple ales, so the pizzeria operator should choose the styles and flavor profiles that will resonate with customers.

with a barbecue pizza.”

As far as profitability, Formalarie points out that craft alternative beverages offer solid margins, selling for a similar price to high-end craft beers— while spurring more female interest than beer might. “It’s also a bridging beverage between beer, wine and spirits,” he says.

“All audiences cross over into cider more than other categories.” He adds that for

pizzerias offering gluten-free crusts, craft cider becomes a perfect pairing that servers should always suggest. And remember, these customers are often willing to pay a premium price to accommodate their dietary needs.

Cordtz also believes that the profit margins for cider are as healthy as those for craft beer—but they also diversify your beverage menu and differentiate your pizzeria. “Adding a premium hard cider is worthwhile for profitability, but it also provides consumers with a beverage that satisfies their emerging needs,” he says. “Hard ciders are uncommonly food-friendly and a good way for restaurant owners to delight their customers and keep them coming back.”

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Finally, thanks to their versatility, hard ciders, teas and lemonades can be used in food recipes or combined with alcohol or mixers to create unique signature beverages that stand out. “Cider works well as an ingredient in a variety of recipes,” Formalarie says. “For pizza, adding cider to an innovative sauce or adding a reduced-cider drizzle on a pizza brings a touch of fruit and sweetness to any pie.”

As a cocktail mixer, alternative alcoholic beverages are equally adaptable.

For example, Cordtz recommends using cider to create an array of signature cocktails, such as a Maple Basil Ciderita, which combines cider, fresh basil, silver tequila, freshly pressed lime juice and maple syrup. And according to Formalarie, cider can be mixed with beer to create a Snakebite (half cider, half lager) or a Black Velvet (half cider, half stout). “It can also be mixed with spirits to create any number of cool cocktails—try adding a shot of Southern whiskey or a shot of spiced rum to a pint of cider,” he suggests. “The possibilities only grow from there. Whether as a mixer, an ingredient, a gluten-free option, or just for a refreshing sip after a bite of fresh pizza, these beverages can fill nearly any role!”

Tracy Morin is PMQ’s senior copy editor.

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67

FEATURE STORY RADIO MARKETING

68 PMQ Pizza Magazine The Pizza Industry’s Business Monthly

On the Radio An expert offers tips for using radio—still a powerful and affordable advertising medium for pizzerias—to target key demographic groups.

By Dann Whittaker

Even with the rise of streaming music services, traditional AM/FM radio remains the most popular way for people to listen to music, news and talk shows, according to a recent industry study.

I

was recently asked if I thought terrestrial (over-the-air) radio still holds value as an advertising tool for local pizzerias. The answer is a resounding “yes.” Recent listener trend surveys demonstrate the value of investing a portion of your integrated marketing budget in local radio advertising.

Despite the rising popularity of streaming music services like Pandora and Spotify, traditional AM/FM radio remains the most popular way for people to listen to music, news and talk shows, according to a recent study by Clear Channel Media & Entertainment and MediaVest. More than half of the 2,000 survey respondents said they listen to over-the-air radio at least once per day, more than any other platform.

The study shows that usage of all media platforms—from downloads and streaming to terrestrial radio—is at its highest between 3 p.m. and 7 p.m. The study’s participants listen to audio content in their cars more than anywhere else, and they still prefer to listen to regular broadcast stations or satellite radio, according to the study. Additionally, they are more likely to stream their favorite AM/FM radio stations from home.

The survey further reveals that listeners still like terrestrial radio for its delivery of timely news, weather and traffic updates as well as the colorful on-air personalities. And 41% of consumers will listen to commercial messages in exchange for free online audio, the study noted. In other words, video didn’t kill the radio star—radio is still a popular entertainment medium for many Americans.

Timing Is Everything So how does this information relate to marketing your pizzeria?

Local radio allows you to affordably reach your target market during peak listening hours. Here are some ways to use local radio to your advantage: • Buy during peak drive times. As mentioned earlier, peak drive time is 3 p.m. to 7 p.m. I suggest narrowing this daypart to 4:30 p.m. to 6:30 p.m. During this period, your target customer is probably driving home from work and thinking about dinner. The right commercial spot could set him on a course straight to your pizzeria.

• Get your message right. Use a mix of five-second and thirty-second spots to suggest pickup or dine-in at your pizzeria tonight. Previous studies have shown that consumers are affected by a radio spot within 30 minutes of a purchasing decision. Radio has an immediate impact and touches consumers at the critical decision-making point.

October 2014

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lunch business. Advertise your carryout, dine-in and delivery options and offer a special catering menu for office lunches.

Create a loyalty program specifically for the office crowd.

To get customers in the mood for your pizza after work, sponsor weather and traffi c reports during afternoon drive times.

• Sponsor weather/traffic reports during afternoon drive times. These sponsorships have high value to listeners— they want to know the quickest way home and how the weather may affect their evening plans. Most weather/ traffic sponsorships come with an open/close billboard (i.e., “This weather/traffic report powered by Dann’s World Famous Pizza”) plus a 15-second commercial that can be used to offer a pickup-only special.

• Buy during the lunch hour. Well-placed radio commercials during the 10:30 a.m. to 1 p.m. daypart can help boost your

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• Take advantage of streaming advertising opportunities.

As stated earlier, streaming listening peaks between 3 p.m. and 7 p.m., so you want your message heard during this daypart. Streaming advertising packages are very affordable, allowing for a high-frequency, low-dollar investment.

Most radio stations run separate commercial pods to their stream, meaning you can develop online specials targeting these listeners specifically.

Giveaways and Contests Local radio provides several promotional partnership opportunities, from on-air contests and giveaways to inexpensive ad campaigns on radio station websites. Try these ideas to boost your ROI: • Provide free pizzas for on-air giveaways. You will receive copious on-air mentions for providing free pizzas and other products to morning deejays, talk show hosts and other personalities. Your investment is minimal, but the PR is invaluable.

Local radio personalities are trusted by consumers, and their association with your pizzeria can go a long way with listeners. Best of all, you don’t need a large marketing budget to afford radio spots.

• Develop a weekly “Office of the Week” promotion. Your local station can solicit companies and offices in the area to register via the station’s website for a chance to win an office party. The payback? The station collects valuable consumer information for your restaurant, including addresses, phone numbers and email addresses. This data can be used to develop marketing campaigns targeted directly at these demographic groups.

Send free pizzas to your local deejays and talk show hosts, and you’ll get frequent on-air mentions in return.

• Participate in your local station’s online and digital marketing programs. This sort of advertising—including banner ads, e-blasts and social media—is quite affordable.

It allows you to target the radio station’s listener database and develop special offers and promotions just for them.

personalities are trusted in your market, and their association with—or endorsement of—your pizzeria can go a long way with listeners. Local radio also targets your primary marketing area while expanding your secondary marketing area. Best of all, you don’t need a large marketing budget to compete in the local radio market. You can still target your message to the proper demographic, daypart and weekday, in order to gain the best ROI possible for your pizzeria.

Radio stations with a “live and local” format—that is, featuring local on-air personalities and real-time programming—offer a unique marketing opportunity for pizza restaurants. Local

Dann Whittaker is a radio advertising veteran and consultant with 29 years of experience. He is the owner of Columbus, Ohio-based Dann Whittaker Creative, which helps businesses connect to their customers through effective integrated marketing plans, guest services consulting, sales consulting and store operations. Learn more at DannWhittakerCreative.com.

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FEATURE STORY OUTMANEUVERING THE NATIONAL CHAINS

SLAYING

the Neighborhood

GOLIATH

Part 4

In the last of this four-part series, Tom Feltenstein offers 10 unique promos, from “Get Out of Work Free” cards to charging kids according to their height.

By Tom Feltenstein 72 PMQ Pizza Magazine The Pizza Industry’s Business Monthly

W

hat happens to your pizzeria if a giant—that is, one of the major national chains—moves in next door? With a little creative thinking on your part, it doesn’t have to be a big problem. Over the past three issues, we’ve looked at dozens of easy-to-implement, cost-effective promotions that don’t rely on expensive mass media buys. Instead, the focus is on your four walls and your neighborhood. And the results just may startle you: Some of my clients achieved sales increases of up to 10% within 90 days of employing these tactics and other similar ones.

Every one of these promotions was designed to allay an independent pizzeria operator’s fears when Goliath moves in next door. Put them to work for you, and you’ll be able to continually outmaneuver your larger competitors!

1.

2.

Mobile Coupons. Younger customers are an especially good target audience for text message marketing. Text messaging is an increasingly popular and effective way to alert your customers about special promotions, new food specials and upcoming events. With a mobile coupon, you can create a promotional campaign, broadcast it and see an immediate increase in customer traffic—all on the same day! To get started, request cell phone numbers from your customers and let them know they’ll be on your exclusive list for special text-based promotions and discounts. Then craft offers that are worth their while, create a sense of urgency with an expiration date, and watch your business boom!

Outrageous Billboards. These really do work, and I’m living proof. A few years ago, I was looking for love and also wanted to promote a book I’d just written. So I put on my outside-the-box thinking cap and created a huge billboard on Interstate 95 near the Palm Beach International Airport. It featured a gigantic photo of myself along with the following text: “Have maid. Have money. Would love a honey!” The billboard also advertised the URL for a website that provided information about my book.

I received nationwide media coverage, married a beautiful woman and sold thousands of books!

Celebrate a weird holiday at your pizzeria. According to the website DaysoftheYear.com, October 21 is Reptile Awareness Day.

3.

4.

5.

The “Get Out of Work Free” card. Give the winner a paid day off, redeemable with seven days’ notice.

Employees will compete for the prize, and they’ll know how much you appreciate them.

Get Out of Work Free Card. Your employees are your internal customers. Without their support, loyalty and enthusiasm, you won’t have the success you seek with your other customers—your paying guests and patrons. That’s why I recommend the “Get Out of Work Free” card, to be awarded to staff members who regularly perform high-quality work, upsell to customers and, of course, show up on time consistently. Give the winner a paid day off, redeemable with seven days’ notice. Employees will compete for the prize, and they’ll know how much you appreciate them.

Employee Business Cards. Your employees are your marketing ambassadors. Show them how important they are by giving each employee on your staff— right down to the dishwasher—his or her own business card and the incentive to use it. Suddenly you’ve got a salesperson in every hair salon, convenience store, bar and family event in your neighborhood. Remember: Your best employees are eagles, and it’s costly and time-consuming to find eagles and keep them. Identify your eagles and help them soar. It’s good for business and for life.

Charge Kids a Penny Per Inch—This is a great tactic for attracting families and creating an inviting, kidfriendly atmosphere. Charge your little customers— for example, those age six and under—by the inch.

That is, charge a penny or a nickel (you decide on the right amount) for each inch of the child’s height for a pizza. You can set aside one night for this promotion or offer it on a regular basis. Designate an area in your pizzeria to measure the kids’ height, decorate it, and make the experience exciting and fun for them.

Promote the special on social media and your website, and parents (who have to pay regular price, of course) will love it!

October 2014

pmq.com

73

For wacky contests, reach out to your local newspaper and TV stations. If the contest has a great visual angle, you can earn some positive news coverage.

7.

6.

Name a Menu Item. This is a great motivational tool for your employees. Temporarily name items on your menu after your best employees as a reward for their hard work. You can set the qualifying criteria—such as performance or attitude—for this honor according to what you feel would most benefit your restaurant. It’s also a great way to encourage improvement in employees who have been underperforming.

8.

9.

Customer of the Month. Lots of restaurants celebrate an employee of the month, but what about a customer of the month? Your customers will love the attention. If you want to develop specific criteria, think in terms of frequency of patronage; whether the customer often brings family members, friends or co-workers; the customer’s popularity with your staff; and the customer’s participation in promotions, contests, social media, etc. You can also hold a monthly social media contest and ask customers to explain why they should receive the honor. Use your creativity to determine the winner, then reward him or her with free pizza or a good discount. You can even give the award on a weekly basis.

Wacky Contests. The possibilities are endless— and endlessly fun. What about an ugly tie or ugly shirt contest? Worst wig or toupee? How about a pet-and-owner lookalike competition? You can announce the contests and introduce the winners to your customers and prospective customers via social media, website, e-newsletters, text messaging and other channels. But don’t stop there: Reach out to your local newspaper and TV stations. If the contest has a great visual angle, you can earn some positive news coverage.

Celebrate a Funky Holiday. Find a quirky holiday to celebrate at your pizzeria—this can be a great way to interact with your employees and your customers. According to the website DaysoftheYear.com, October 21 is Reptile Awareness Day, while October 25 is Punk for a Day Day. You can celebrate International Tongue Twister Day on November 9 and Have a Party With Your Bear Day on November 16.

Finally, December 16 has been designated Chocolate Covered Anything Day.

10.

Get Inked. Create temporary tattoos with your pizzeria’s logo or mascot and give them away to customers. Ask customers to wear the tattoos all day.

It’s a fun way to get people thinking and talking about your restaurant. After all, that’s the whole point of any promotion, right? To start a conversation and get people talking!

Tom Feltenstein is a restaurant marketing consultant and the CEO/founder of Tom Feltenstein’s Power Marketing Academy. Learn more at PowerMarketingAcademy.com.

74 PMQ Pizza Magazine The Pizza Industry’s Business Monthly

SMARTMARKET Industry innovators share their insights and expertise to help you attract more customers and sell more pizza.

u Deliver Media: The Ultimate Direct Mail Tool

u MenuDrive: Boosting Online Ordering Sales

u Idea Zone: POS Pizza System Runs Itself

u Idea Zone: Tracking Deliveries with ZAgistics

u Product Spotlight

Sponsored Section

October 2014

S1

SMARTMARKET DELIVER MEDIA

SPONSORED CONTENT

Leveraging Your POS System to Create Highly Targeted Marketing Deliver Media’s “Captivate the Customer” program empowers pizzeria operators to develop direct mail campaigns with ROI as high as 900%.

Y

our POS system can make inventory, CSR order entry, couponing and a number of other functions much more efficient, but did you know that it can also be your piz-

zeria’s most powerful marketing tool?

If you polled 100 pizza store owners and asked them to wave

a magic wand to change one thing about their store, what would

most of them want to do? Increase sales volume! With costs rising and competition building up, higher sales volume is needed just to break even. Good news: Everything you need to make this happen is conveniently located in your POS system!

Leveraging the power of your customer data for marketing is

one way to ensure that your store continues to grow. If executed

properly, database marketing can be a huge competitive advantage, helping increase customer loyalty, convert new customers to frequent customers, bring back lost customers, and in some

cases shut other competitors down. POS customer data, coupled with a company that knows how to leverage it, is your recipe for marketing success.

them leverage the power of their POS system. Their “Captivate

the Customer” program has seen ROI as high as 900% on direct

mail events. That’s factoring in the costs of marketing, food and labor, and incremental response based on a control group—and it’s still producing huge returns.

DELIVER MEDIA

Deliver Media has excelled in pizza marketing for over 20

years. They currently work with more than 2,500 stores, helping

Deliver Media's proprietary algorithms analyze key customer traits to predict which customers will spend the most money in your pizzeria.

Why does the “Captivate the Customer” program work so

well? This answer breaks down into three parts: upfront analysis, execution, and results analysis.

1

Upfront Analysis. Using a regular feed of your POS

customer data, the “Captivate the Customer” program gen-

erates detailed reports that depict a picture of the data move-

ment in your store. This data shows exactly how your store is doing in terms of customer loyalty, conversion and rejuvenation each month.

S2

October 2014

Sponsored Section

If your store is losing customers, it will be easy to see on

the analysis reports. Your Deliver Media representative, who

analyzes these reports on a monthly basis, will schedule a Reju-

venation Mailing to target customers who have been lost as well as customers who are at risk of being lost over the next month.

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Deliver Media has also developed proprietary algorithms

that analyze customer traits—such as seasonality, amount of

purchase, order frequency and previous mailing response—to predict which customers will order and spend the most money.

Creatively, the company has branded this mailing as “Max

Response,” known to deliver consistent ROI above 400% and as high as 900%.

2

Execution. Another unique characteristic of the “Capti-

vate the Customer” program is the way the mailings are

executed. Have you ever missed an in-home date with a

mailing? It can throw your food and labor costs off completely.

If the mailing hits too early, you aren’t staffed for it; if it hits

office to alert them of the requested in-home date. This way, you won’t be left at the store on Wednesday wondering when your mail is going to hit.

3

Results Analysis. Following each mailing, Deliver

Media produces ROI Analysis reports to show how each

mailing performed. Each mailing is measured against a control group to show only the incremental response generated, as

opposed to taking credit for every order. Food and labor costs,

as well as the cost of the mailing itself, are removed, leaving you with a true ROI presenting revenue you generated for your investment. These reports show seven-day and 14-day ROI.

Targeted, timely, effective and affordable. Start captivating

three days late, you are left with wasted food and unnecessary

your customers today with Deliver Media!

dates, replacing the typical three-day window with a one-day

Deliver Media prides itself on providing Fortune 500 service to fran-

With DDU Entry, instead of sending your mailing to a postal

that cannot be found anywhere else in the marketplace. Every store

labor costs. Deliver Media uses DDU Entry to control in-home window.

sorting facility to enter the mail stream, Deliver Media sorts it in their in-house post office, where mailings are verified as if

they were in the mail stream. Packages are shipped directly to local post offices, arriving two days prior to your targeted inhome date. The team at Deliver Media personally calls each post

chise systems and local pizzerias alike, offering clients solutions

is provided with customized marketing plans encompassing unique

strategies designed to drive the greatest ROI. In addition to direct mail marketing, Deliver Media offers digital marketing solutions to keep your branding consistent in a seamless and integrated process.

Visit delivermedia.com or call 800-377-4683.

Deliver Media has helped more than 2,500 pizza stores leverage the power of their POS system to create powerful direct mail marketing campaigns.

DELIVER MEDIA

S4

October 2014

Sponsored Section

Pizza restaurant marketing is an art.

And we’re the masters.

At PMQ Pizza Magazine, the M stands for Marketing. Always has, always will. For 17 years, PMQ has focused first and foremost on helping you sell more pizzas through innovative marketing strategies and creative promotions. We show you how to drive more traffic on slow nights, earn positive news coverage, develop a large and loyal social media following, and build solid, lasting relationships with community leaders and organizations. Every issue of PMQ is jampacked with moneymaking ideas, products and solutions. And it’s absolutely free!

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SMARTMARKET MENU DRIVE

SPONSORED CONTENT

Marketing Your Online Ordering System to Skyrocket Sales MenuDrive’s automated marketing tools will help you generate moneymaking results.

T

ime is precious, and people are busy. With today’s rapid pace of

life, consumers don’t want to wait

around for their food at a restaurant. It’s no surprise that online ordering systems

are gaining popularity. A study by the In-

teractive Advertising Bureau found that 69% of consumers order food online using a mobile device, and 50% had down-

loaded a restaurant’s app. For restaurant

owners, an online ordering system is a no-brainer, but to really skyrocket sales and build customer loyalty, you have to engage in constant marketing programs both online and offline.

Put It in Print An easy way to market your online ordering is to ensure that all of your printed materials—such as pizza boxes, menus and store signage—are kept up-to-date.

You can save money on reprinting by using adhesive labels telling consumers where they can order online.

Provide Some Delicious Deals Everyone loves a good deal, so give your customers some incentives to order online. It’s best to create online-only pro-

motions to push customers to the web, such as “20% off your first online order.”

Loyalty programs also reward customers to continually order online from you.

MenuDrive offers a robust coupon

builder, which allows you to create virtuS6 October 2014 Sponsored Section

ally any promotion and loyalty program

You can also reach customers through

with unlimited reward options. Both tools

social media sites like Facebook, Twit-

ers happy when ordering online.

ways to share your online-only deals

will work to help keep your loyal custom-

Communicate Your Offers Email marketing and online ordering go

ter and Google+. These sites are no-cost with customers on platforms that most are already using.

hand-in-hand. People receiving email pro-

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more likely to order because it’s conve-

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motions at their desks or smartphones are

You want an online ordering system

nient. Your online ordering system should

effortless. Signing up for an ordering ser-

also assist in capturing guests’ emails to

fuel future campaigns. With a growing audience, MenuDrive can contact your

customers automatically with its Email and Text Program, and the customer data is always available to download.

vice like MenuDrive gives you a suite of automated marketing tools, such as Loy-

alty Programs, Email and Text Marketing, as well as Advanced Coupons that will guarantee you more results. Isn’t it great to have more?

IDEA ZONE POS PIZZA

SPONSORED CONTENT

POS Pizza: A POS System That Runs Itself A product of Summit Computer Networks, POS Pizza launched in

Cost for this system is only $475 for the base package, which

2000 and has been a successful system for many pizzerias. It’s an

includes the modules and a single order-entry license. More

with no monthly fees to a provider. When an order is placed

store has two order takers and an online ordering module, three

online ordering service that pizzeria operators run themselves, online, it immediately shows up on your printer, exactly as if a

cashier had placed the order in the store. Changes to your menu

can be made in-house and show up online instantly. The system can even be modified to match your pizzeria’s unique look.

“It’s designed to use memory very efficiently and can even be

order-entry licenses can be added for $175. For example, if your licenses may be needed for a cost of $825. The price includes

three hours of tech support time, and additional technical support can also be purchased. After that, the system is yours—buy it once, and own it forever!

POS Pizza even comes in a free limited trial version. “I tell

run natively on x86 Tablet PCs with no difficulty,” says Scott

pizzeria operators to give our free version a try and see what

accessed via the Internet without a third-party service. When

easily migrates 100% to the full version. Many people run a

Slater of Summit Computer Networks. “Also, it can be remotely accessing remotely, you don’t need a PC to ‘take over’ at the

store, since your laptop or tablet can connect directly to the database server. Owners can access multiple stores with a single setup on their laptop.”

Easy to manage, the program requires a Windows-based PC

with at least 4GB of RAM and at least 40GB of hard drive space.

Windows 7 or 8 is recommended, but the system works on older versions, too. Training takes only a short time, with a manual provided for employees.

S8 October 2014 Sponsored Section

they think,” Slater says. “Any data created in the free version

year or two on our free system and then upgrade. They usually want to have more order stations or add online ordering as their business needs grow.

“POS Pizza’s interface is simple, intuitive and very easy to

learn,” Slater concludes. “Owning a POS system will save you money in the long run.”

Learn more about POS Pizza at summitcn.com or call 866-

922-9690.

IDEA ZONE ZAGISTICS

SPONSORED CONTENT

ZAgistics: Affordable Delivery Tracking for Pizzerias For pizzeria operators, knowing where your drivers are and

smartphone and a browser-based console for the restaurant to

to providing the best customer service and the best value to

is designed with the driver’s safety in mind, requiring only two

whether they’re being safe, productive and efficient is crucial the owner. ZAgistics is a new pizza industry-specific tracking

service for deliveries that allows you to monitor your deliveries

access securely via computers, smartphones or tablets. The app buttons to be pushed while the car is stopped.

“Using GPS on their smartphone and the app’s simple inter-

like never before.

face, the drivers indicate what they are doing on the mobile

map geeks with 21-plus years of experience in mapping, naviga-

rant,” Borak says. The console displays this information back

Prairie Dog Geospatial was founded by a team of pizza-loving

tion and fleet management. “We wanted ZAgistics to be simple,

smart and accessible to anyone, from the single-store owners to the largest corporate franchises,” founder Jason Borak says.

app—either making a delivery or heading back to the restauat the restaurant through map, chart or at-a-glance grid modes, and it’s accessible via the Internet.

“With so many more restaurants moving into delivery services,

With regular headlines about safety, liability, compensation

competition for the pizza shop is increasing,” Borak notes.

owners can manage their teams better with the ZAgistics service.

restaurant owners improve their operations, compete in the

and performance issues for pizza delivery drivers, restaurant

It tells you in real time where your drivers are, how fast they are driving, and whether they are coming directly back to the

“We saw a way to apply our skills and passion to help pizza industry and better serve their customers.”

ZAgistics provides a 30-day free trial and a 30-day money-

restaurant after deliveries. It records actual mileage, time on

back guarantee. The price is $299 a year or $29.99 a month per

driver each day, and the owners can review this data at any

dollar per day. The company also provides free customer care

the road, length of delivery stop time, and delivery totals per time. They can also enhance customer engagement with the use of displays in their restaurant and website maps showing real-time delivery action.

ZAgistics includes a free mobile app for the delivery driver’s

restaurant with unlimited driver accounts—that’s less than a

and will support your deployment, which will be quick and easy. Visit zagistics.com for a video demo and FAQ, email info@ zagistics.com or call 720-263-7364.

Sponsored Section

October 2014 S9

SMARTMARKET PRODUCT SPOTLIGHT

SPONSORED CONTENT

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877-726-7287, pansaver.com

Can’t-Miss Signage Attaching the Guerilla Pole to your pizzeria’s exterior

signage increases exposure

to drive-by traffic and calls positive attention to your res-

taurant, eliminating the need for sign spinners. The add-on

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The Ideal Blend Family-owned and operated since 1976, California Blending specializes in confidential

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S10 October 2014 Sponsored Section

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Page

AM Manufacturing. . . . . . . . . . . . . . . . . . . . . . . . 708-841-0959 . . . . . . . ammfg.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 63 American Baking Systems . . . . . . . . . . . . . . . . 319-373-5006 . . . . . . . abs1.net . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 67 Bay State Milling . . . . . . . . . . . . . . . . . . . . . . . . . 800-553-5687 . . . . . . . baystatemilling.com . . . . . . . . . . . . . . . . . . . . . . . . . . . 11 Bellissimo. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 800-813-2974 . . . . . . . bellissimofoods.com . . . . . . . . . . . . . . . . . . . . . . . . . . . 21 Deliver Media. . . . . . . . . . . . . . . . . . . . . . . . . . . . 800-377-4683 . . . . . . . delivermedia.com . . . . . . . . . . . . . . . . . . . 76-78 (S2-S4) Delivery Bags Depot. . . . . . . . . . . . . . . . . . . . . . 844-HOT-BAGS. . . . . . deliverybagsdepot.com . . . . . . . . . . . . . . . . . . . . . . . . 87 Delivery Bags USA . . . . . . . . . . . . . . . . . . . . . . 888-501-2247 . . . . . . deliverybagsusa.com . . . . . . . . . . . . . . . . . . . . . . . . . 91 Escalon Premier Brands . . . . . . . . . . . . . . . . . . 888-ESCALON . . . . . . escalon.net . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 31 EZ Dine . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 877-853-1263 . . . . . . . ezdinepos.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 88 Fontanini. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 800-331-6370 . . . . . . . fontanini.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 37 Fruit Fly Bar Pro. . . . . . . . . . . . . . . . . . . . . . . . . . 888-282-3079 . . . . . . . fruitflybarpro.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . 42 Galbani Cheese/Lactalis American Group . . 800-206-9945 . . . . . . . galbaniflavor.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . 29 Grande Cheese . . . . . . . . . . . . . . . . . . . . . . . . . . 800-8-GRANDE . . . . . grandecheese.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3 Hoodmart . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 800-715-1014 . . . . . . . hoodmart.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 87 HOPR . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 877-356-6455 . . . . . . . hoprs.com. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 89 HTH . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 800-321-1850 . . . . . . . hthsigns.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 87 La Nova . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 716-881-3366 . . . . . . . lanova.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Cover 4 Liguria. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 515-332-4121 . . . . . . . liguriafoods.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 58 Lloyd Pans . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 800-748-6251 . . . . . . . lloydpans.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 86 Luxe Bloom . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 312-492-7772 . . . . . . . luxebloom.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 43 MF&B Restaurant Systems. . . . . . . . . . . . . . . . 888-480-EDGE . . . . . . edgeovens.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 56 Marsal & Sons . . . . . . . . . . . . . . . . . . . . . . . . . . . 631-226-6688 . . . . . . . marsalsons.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 66 Marino’s Garlic Spread . . . . . . . . . . . . . . . . . . . 800-839-9201 . . . . . . . mgspread.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 57 Menu Drive . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 877-373-5692 . . . . . . . menudrive.com. . . . . . . . . . . . . . . . . . . . . 80-81 (S6-S7) Microworks. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 800-787-2068 . . . . . . . microworks.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9 Middleby Marshall. . . . . . . . . . . . . . . . . . . . . . . . 877-34-OVENS . . . . . . wowoven.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7 Moving Targets . . . . . . . . . . . . . . . . . . . . . . . . . . 800-926-2451 . . . . . . . movingtargets.com . . . . . . . . . . . . . . . . . . . . . . . . . . . 39 MPP Marketing . . . . . . . . . . . . . . . . . . . . . . . . . . 866-889-8745 . . . . . . . mppmarketinggroup.com . . . . . . . . . . . . . . . . . . . . . . 91 NAPICS . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . napics.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 65 Nutella Food Service . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . nutellafoodservice.com . . . . . . . . . . . . . . . . . . . . . . . 23 Our Town . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 800-497-8360 . . . . . . . ourtownamerica.com . . . . . . . . . . . . . . . . . . . . . . . . . 49 PDQ POS . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 877-968-6430 . . . . . . . pdqpos.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 45 Pizza Skool . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 517-395-4765 . . . . . . . traintogreatness.com. . . . . . . . . . . . . . . . . . . . . . . . . . 89 Riverpoint Farms. . . . . . . . . . . . . . . . . . . . . . . . . 541-567-4781 . . . . . . . riverpointfarms.com . . . . . . . . . . . . . . . . . . . . . . . . . . . 33 Riserva Cheese . . . . . . . . . . . . . . . . . . . . . . . . . . 888-761-3281 . . . . . . . sysco.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 15 SAAS . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 646-454-9394 . . . . . . . eatsaas.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 70 Saputo Cheese USA Inc. . . . . . . . . . . . . . . . . . . 800-824-3373 . . . . . . . saputousafoodservice.com. . . . . . . . . . . . . . . . . Cover 3 Social HP . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 844-445-1751 . . . . . . . socialhp.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 59 Somerset Industries. . . . . . . . . . . . . . . . . . . . . . 978-667-3355 . . . . . . . smrset.com. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 74 Summit Computer Networks, Inc. . . . . . . . . . . 724-243-1200 . . . . . . . summitcn.com . . . . . . . . . . . . . . . . . . . . . . . . . . . 82 (S8) Speedline Solutions . . . . . . . . . . . . . . . . . . . . . . 888-400-9185 . . . . . . . speedlinesolutions.com . . . . . . . . . . . . . . . . . . . . . . . 25 Stanislaus. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 800-327-7201 . . . . . . . stanislaus.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4, 5 Sunray Printing Solutions . . . . . . . . . . . . . . . . . 320-492-3017 . . . . . . . sunrayprinting.com . . . . . . . . . . . . . . . . . . . . . . . . . . . 71 Takeout Printing . . . . . . . . . . . . . . . . . . . . . . . . . 845-564-2609 . . . . . . . takeoutprinting.com . . . . . . . . . . . . . . . . . . . . . . . . . . . 89 The Menu Express . . . . . . . . . . . . . . . . . . . . . . . 877-250-2819 . . . . . . . themenuexpress.com. . . . . . . . . . . . . . . . . . . . . . . . . . 86 Todarini Foods . . . . . . . . . . . . . . . . . . . . . . . . . . . 855-279-6977 . . . . . . . todarinifoods.com . . . . . . . . . . . . . . . . . . . . . . . . Cover 2 Tyson Foods, Inc . . . . . . . . . . . . . . . . . . . . . . . . . 800-248-9766 . . . . . . . tysonfoodservice.com . . . . . . . . . . . . . . . . . . . . . . . . . 19 Ultra Green. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 763.746.3345 . . . . . . . ultragreenhome.com . . . . . . . . . . . . . . . . . . . . . . . . . . 55 Univex . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 800-258-6358 . . . . . . . univexcorp.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 41 XLT Ovens . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 888-443-2751 . . . . . . . xltovens.com. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 13 Zagistics . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 720-263-7364 . . . . . . . zagistics.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . 83 (S9) 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

COMPUTER SYSTEMS: POINT OF SALE

BAKING SCHOOLS AMERICAN INSTITUTE OF BAKING .........................................................Manhattan, KS 785-537-4750 ................................................................................Fax: 785-537-1493

BAKING STONES FIBRAMENT-D BAKING STONE.....................................................www.bakingstone.com 708-478-6032 ......................................NSF approved baking stone for all ovens by AWMCO

CARD PROCESSING

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

CHEESE

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

817.299.4500 sales@BreakawayPOS.com www.BreakawayPOS.com

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THE PIZZA EXCHANGE PIZZA INDUSTRY RESOURCE GUIDE COMPUTER SYSTEMS: POINT OF SALE CONT.

CRUST CONT.

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! $

Home of the

Pia din a Street F lat

Ultra Thin Flatbread Try our gourmet selection of flatbreads, pizza crust varieties, ciabatta wraps, focaccia loaves, and more!

TETI Bakery INC.

1-800-465-0123 • tetibakery.com

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

DELIVERY TRACKING SYSTEMS

DESSERTS

Be Inspired.

Be Creative.

Be Original. ✓ Gluten-Free ✓ Kosher certified ✓ No artificial colors or preservatives ✓ No peanuts ✓ 12-month shelf life

Calzone with Ricotta and Fresh Berries with Nutella®

For more exciting recipe ideas and to learn more about Nutella® in foodservice, visit www.nutellafoodservice.com. ©Ferrero 2014

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THE PIZZA EXCHANGE PIZZA INDUSTRY RESOURCE GUIDE DOUGH CONT.

DOUGH PRESSES, ROLLERS

DOUGH TRAYS/PROOFING TRAYS • 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.

DeIorio Foods

@DeIorios

blog.DeIorios.com

DeIorios.com

DOUGH DIVIDERS/ROUNDERS

Call 800-501-2458 ........... www.doughmate.com ......... fax: 908-276-9483

When Dough Matters!

Eliminate racks, lids and tins with our stackable, airtight and cost effective Dough Trays.

1-502-969-2305 www.DoughTrays.com COST EFFECTIVE

STACKABLE

AIRTIGHT

DURABLE

ORDER DIRECT

4601 COMMERCE CROSSINGS DR., STE 300, LOUISVILLE, KY 40229 | p: 502-969-2305 | f: 502-810-0907

WWW.DOUGHTRAYS.COM

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

DOUGH PRESSES, ROLLERS

800.835.0606 ext. 205 | www.doughxpress.com

dough presses, dough dividers/divider rounders, dough dockers, carts and accessories

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FLOUR

THE PIZZA EXCHANGE PIZZA INDUSTRY RESOURCE GUIDE FRANCHISING

FLOUR CONT.

Should You Franchise Your Restaurant?

Call today to receive your free DVD on “How to Franchise Your Business” and learn about one of the most dynamic methods of expanding your business in today’s marketplace.

®

FRANCHISE CONSULTANTS

708-957-2300 • www.ifranchisegroup.com

FROZEN YOGURT

Frozen Yogurt = $ Add frozen yogurt as a profit center.

1-800-788-0808 www.nancis.com/pizza

FOOD DISTRIBUTORS GELATO

True Artisan Gelato

GLUTEN-FREE W HPRODUCTS O L E S O

(888) 316-1545 www.stefanosgelato.com 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

FINANCING INDUSTRY STATISTICS

RESTAURANTDATA.COM Easy Access ■ Flexible Searches ■ Smart Results 1 Bridge St • PO Box 285 • Irvington NY 10533 • 914-591-4297

INSURANCE pmq.com/Recipe-Bank/

PIZZAPRO .............................................................Low cost pizza delivery insurance program Contact Julie Evans (717) 214-7616..............................................................www.pizzapro.amwins.com October 2014

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THE PIZZA EXCHANGE PIZZA INDUSTRY RESOURCE GUIDE INSURANCE CONT.

MACHINERY/OVENS/EQUIPMENT

MIDDLEBY MARSHALL

OVENS

MACHINERY/OVENS/EQUIPMENT

MIXERS

RANDELL

PREP TABLES

AMERICAN RANGE

WALK-INS

SOMERSET

PARTS SMALLWARES

98 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.

MAILING SERVICES

MANAGEMENT

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

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.

see more at

www.marsalsons.com

(631) 226-6688

MAGNETS

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

MAGNETS 7.9¢ ea.

• Business Card Magnet ing C ring Cater Dine In•Carryout•Cate on St. isson 2503B N. Harris 6 16 7-161 207-16 Arlington, VA 2220

0 200 020 703-237-0

• Pizza Slice Magnet • Free Design Work • 2,000 minimum

a.com za.com nza www.pie-tan

800-521-4773

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THE PIZZA EXCHANGE PIZZA INDUSTRY RESOURCE GUIDE MEAT TOPPINGS CONT.

OLIVES CONT.

PRESTIGE FOODS .............................. 314-567-3648 ............................ MEATTRADER@MSN.COM Low Closeout Pricing! Call for this week’s special. For Deals That Go To Your Bottom Line.

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

ON HOLD MARKETING

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

60 Quart, Heavy Duty Pizza Mixer Handles 50 lb. bag of flour • Direct gear drive transmission Rigid cast iron construction • Best warranty in its class

www.globemixers.com • 800-347-5423

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 TRAINING

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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. 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

Keep Your Pizza HOT & DRY 5 Pie & 10 Pie Bags

Electric Pizza Delivery Bags 888-556-2024 • www.RediHeat.com Call or Order Online

YOUR ONE-STOP BAG SHOP • UNBEATABLE BAGS AT UNBEATABLE PRICES PRICES AS LOW AS

$13.49

$10

ATE FLAT R ING SHIPP

1-844-HOT-BAGS

Satuisafaractnitoened! g

www.deliverybagsdepot.com

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.

102 PMQ Pizza Magazine The Pizza Industry’s Business Monthly

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

THE PIZZA EXCHANGE PIZZA INDUSTRY RESOURCE GUIDE PIZZA PEELS

PIZZA OVENS CONT.

Stone Deck, Pizza Dome, and Bakery

www.univexcorp.com Tel. 800-258-6358 Fax. 603-893-1249

PIZZA SUPPLIES

• Pizza Preparation and Delivery Products • WWW.XLTOVENS.COM TO ORDER CALL (316) 943-2751 | TOLL-FREE: (888) 443-2751 | FAX: (316) 943-2769

National Marketing, Inc.

www.nminc.com 800-994-4664

734-266-2222

Fax: 734-266-2121

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

PIZZA PANS

Inventor of

The Quik-Disk™

The best screen replacement since 1989.

LLOYD INDU STR IES ®

100’s OF SMART PIZZA PRODUCTS ONLINE!

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

AMERICAN MADE

Pizza Screens • The Ultimate in Bake Disks Pizza Pans... Round, Square, & Rectangular Sauce/Cheese Rings • Pan Covers Pizza Cutters/Knives

P.A. PRODUCTS, Inc. BAKEWARE SPECIALISTS

33709 Schoolcraft • Livonia, Michigan 48150 (734) 421-1060 • FAX: (734) 421-1208 www.paprod.com

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THE PIZZA EXCHANGE PIZZA INDUSTRY RESOURCE GUIDE SAUCE

PRINTING

We Will Beat Any Advertised Menu Deals...Guaranteed!!!* Takeout Menus • In House Menus • Boxtoppers • Magnets • Flyers • Kid’s Menus Custom Placemats • Business Cards • Post Cards • Rack Cards • Stickers • Thank You Cards Doorhangers • Banners • Gift Certificates • Table Tents • Posters • Signs & More Visit our Website for our Free Reports, Photo Library & Restaurant Marketing NoIdeas No shading/shadow shading/shadow

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

www.takeoutprinting.com • 845 - 564 - 2609

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104 PMQ Pizza Magazine The Pizza Industry’s Business Monthly

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DEPARTMENT PIZZA HALL OF FAME

Lombardi’s Pizzeria Credited as the first pizzeria in the country, this Little Italy institution has been churning out coal-fired pies— and inspiring young pizzaiolos—for nearly 110 years.

When Gennaro Lombardi, a bread baker from Naples, Italy, set up shop in New York’s Little Italy in 1905, he forever changed the course of American eating habits. Serving the then-predominantly Italian area with delicately charred pies from his coal-fired oven, the location soon became not only a popular eatery, but a community touchstone. “Italians would meet there, catch up on local news and gossip,” recounts John Brescio, current owner of Lombardi’s Pizzeria (firstpizza.com). “Gennaro would even help other Italian immigrants with jobs when they first arrived.”

Some of those employees would go on to open pizzerias that became famous in their own right, including Totonno’s in Coney Island and John’s Pizzeria in the West Village. And changing times—like GIs acquiring a taste for pizza in Italy during World War II and the invention of the dough mixer—helped Gennaro beef up business. The pizzeria eventually passed to his son and then his grandson, but by the late ’80s, hard economic times found Lombardi’s open only for private parties.

However, Gennaro’s grandson Jerry and Brescio successfully reopened the pizzeria in 1993, despite some challenges, such as finding employees to work the 800° oven, putting in 17-hour days to ensure perfect production, and sourcing top-quality ingredients when competitors were cutting corners. But Brescio knows that sacrifice is a must in the pizza business—and the payoff has been evident, with too many awards and press mentions to count, plus a steady stream of rabid fans.

Best of all, Gennaro’s spirit of generosity and apprenticeship continues, spreading the pizza gospel to new generations of budding pizza masters. “We still try to set an example for young guys in the business and inspire them to open up their own pizzerias, and that feels good,” Brescio says. “I tell them, ‘If you’re not going to be present in this business, don’t bother.’”

Today, Lombardi’s has achieved fame not only because of its critically acclaimed pies and workmanlike ethics, but as a bone fide destination for pizza lovers from around the world who make the pilgrimage to see where it all began. “The way people come to New York to see the Statue of Liberty, they come to Lombardi’s,” says Brescio, with a laugh. “That’s challenging, too, because every day is like the first day. When you’re considered the best, everything has to be just right every day.” —Tracy Morin

(Clockwise from top) Lombardi’s, opened in 1905, is credited as the country’s first pizzeria; a coal-fired oven has created charred, smoky pies for more than a century at Lombardi’s; the pizzeria has become a must-see destination for pizza lovers around the world; employees are trained for six months to work the 800° ovens at Lombardi’s.

106 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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Links to Extra Content Featured Video: Join Melanie Addington and Daniel Lee Perea on a lively journey through the booming pizza scene of New Orleans.

Bonus Article: Melanie Addington pays a visit to Amici, a new coal-fired pizzeria on Magazine Street.

Featured Video: Pizza 360: PMQ editor at large Liz Barrett talks to host Daniel Lee Perea about her new book, Pizza: A Slice of American History.

Featured Video: How to Create Pizza Portraits Domenico Crolla, owner of Bella Napoli in Glasgow, Scotland, reveals the secrets of creating unforgettable—and completely edible— pizza portraits.

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DIGITAL EDITION EXCLUSIVE NEW ORLEANS PIZZA

110 PMQ Pizza Magazine The Pizza Industry’s Business Monthly

(Clockwise, from top) Customers enjoy an afternoon lunch at Amici, where the chef is always center-stage; Magazine Street is the site of a bustling restaurant and retail scene; a server grates fresh parmesan cheese onto a pie; Amici’s coal-fired oven reflects the Rizzuto family’s Sicilian roots.; Michael DiBuono shows off a pizza creation.

The Rizzuto family, owners of Amici Ristorante & Bar, also own several Bourbon Street shops that specialize in pizza slices and daiquiris.

Friends and Family The Rizzutos of New Orleans take their food and beverage business to the next level with Amici, a coal-fired pizzeria with a focus on Italian traditions.

By Melanie Addington

P

rior to opening the much-lauded Amici Ristorante & Bar (amicinola.com), a coal-fired pizzeria in New Orleans’ Uptown area, the Rizzuto family was already famous for daiquiris and pizza slices in the French Quarter.

Rizzuto Management has been successfully marketing to Big Easy tourists for more than 40 years with three Jester Mardi Gras Daiquiris and Pizza (mardigrasdaiquiris.com) stores on Bourbon Street and a beverage mix company called Jester Beverages.

“Our grandmother, Antonina, grew up in Caporeale, Sicily, a small market town a short distance from Palermo,” owner Jack Rizzuto writes on Amici’s website. “Using a coal-fired oven to make pizzas was commonplace in Sicily, where wood was too expensive to burn … We wanted to recreate the food of our heritage for our amici and neighbors.”

Working with Chef Frank Timphony, a cousin of the Rizzuto family, and Chef Jasper Mirable, Amici (the word means “friends” in Italian) focuses on 12” artisan pizzas—prepared with local ingredients whenever possible—and the clan’s Italian heritage. One popular menu item is a white pizza called Vongole Bianchi, featuring clams, a housemade clam sauce, mozzarella, olive oil, garlic and a secret blend of seasonings.

Most of the eatery’s recipes were handed down from the Rizzuto’s Sicilian kinfolk, including their beloved grandmother Antonina (affectionately called Lena).

Amici just opened last year, and so far the managers have focused mostly on word-of-mouth for marketing as they feel out their brand. But they have recently adopted some advertising and direct mail strategies and work with hotel concierges to attract tourists.

Coal-fired is a relatively new pizza genre for New Orleans, and much of the wait staff’s job deals with educating customers on how the oven works and why the crust is different. The oven cooks at 1100°F, and pizzas come out in two or three minutes.

The Amici team experimented with various dough formulas until they found one that proofs for 24 hours and yields fewer bubbles while still emerging with a nice finish.

“New Orleans is a city that never sleeps,” general manager Michael DiBuono says. “It’s a food-focused city, and people come here to eat.” Now, thanks to Amici, they can eat a coalfired Margherita or Gamberetto fra Diavolo in between their gin fizzes and hurricanes.

Melanie Addington is PMQ’s social media director.

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