PMQ Pizza Magazine January/February 2015

PMQ PIZZA MAGAZINE | January/February 2015 | Volume 19, Issue 1

JANUARY/FEBRUARY 2015 | WWW.PMQ.COM

The Pizza Industry’s Business Monthly | PMQ.com

SECRETS OF THE DOUGH DOCTOR:

TOM LEHMANN CURES YOUR PIZZA WOES PAGE 36 HOW TO CHOOSE ARE YOU READY TO THE RIGHT OPEN A SECOND MIXER PAGE 44 STORE? PAGE 64

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RECENTLY ON PIZZATV.COM

Pizza 360: I Dream of Pizza New York’s Jason Feirman has been blogging about his favorite food since 2008. Now the man behind the influential “I Dream of Pizza” blog wakes up for a chat with Pizza 360 about the New York Pizza Run and common mistakes made by pizzeria operators.

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HOW TO MAKE CUSTOMERS WANT TO PAY MORE On the Food Network’s “Hungry Games”, Chef Richard Blais showed how to double the price of a $14 pizza using evocative words such as “fresh,” “gooey” and “grandma.” Hearing how something tastes can activate areas of the brain responsible for tasting and smelling. Do your menu descriptions make customers salivate?

WHY YOU NEED TO BE ON INSTAGRAM Engagement on Instagram is 15 times higher than Facebook’s, with users spending an average of 257 minutes there per month. Instagram also receives 1,000 comments and 8,500 likes per second! Finally, the number of Instagram users has increased by 66% to 32 million—it’s the fastest-growing mobile app!

NEAPOLITAN PIZZA IS JUST WEIRD ENOUGH FOR JAPAN Japanese restaurateurs are notorious for their bizarre culinary experiments—horse meat-flavored ice cream, anyone?—but Japanese pizzeria operators are also discovering and honoring the more conservative traditions of Neapolitan pizza making. Japan has 53 VPN-certified Neapolitan pizzerias, trailing only Italy and the United States.

PMQ Pizza Magazine The Pizza Industry’s Business Monthly

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Contents PMQ PIZZA MAGAZINE

ON THE COVER

| January/Febru ary 2015 | Volume 19, Issue

JANUARY/FEBRUARY

2014 | WWW.PMQ .COM

1

36 Born to Bake

The Pizza Industry’s Business Monthly | PMQ.com

Tom “The Dough Doctor” Lehmann parlayed a high school screw-up into a prosperous career as the industry’s best-known baking scientist—and has helped countless pizzeria operators make better pizzas along the way. By Rick Hynum

SECRETS OF THE DOUGH DOCTOR TOM LEH MAN N :

CUR YOU R PIZZA WOES ES

PAGE 36

HOW TO CHOOSE ARE YOU READY TO THE RIGHT OPEN A SECON D MIXER PAGE 44 STORE? PAGE 64

FEATURES

26 Marketing Marvels: Pizzi Cafe Danny Klimetz

From handwritten notes for new customers to targeting school kids with free pizza certificates, Patrick Griswold runs his Ohio pizzeria like a welloiled marketing machine. By Liz Barrett

36

44 Mixology 101 Learn about the benefits and drawbacks of the two most common types of mixers—spiral and planetary.

By Tracy Morin

Danny Klimetz

52

44

Cold & Sweet Treats Whether you offer three flavors or 30, there’s a redhot market for gelato and ice cream. Here’s how to add a scoop or two onto every ticket for higher sales.

By Liz Barrett

58 The Secrets of a Marvelous Menu A smart mix of menu design and distribution can help attract new customers, boost frequency and increase average tickets. By Pat Wetherhold

64 Growing Pains: Adding Store No. 2

Milk & Honey

Are you really ready to expand to a second store?

Romeo’s Pizza founder Sean Brauser suggests pondering eight key questions before taking the plunge.

By Sean Brauser

52 8

PMQ Pizza Magazine The Pizza Industry’s Business Monthly

TOC_JanFeb15.indd 8

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58

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D BAY Shrim VIO ved ove OR CH p, r spaghe ICKEN 00 sauce with jumboLI in a cre mushroom PARM CHICK 14.99 tti 11.0 shrim amy s, spi ESAN 0 p in a Over spaEN MARS TORTELL pink SEAFOO Alfredo saucenach and Old 13.00 Bay Marsa ghetti wit ALA Meat or INI PRIM Scallop D LINGU h mu la white and pea cheese, wit AVERA marin s, shrimp andINI wine sau shrooms BAKED h mushr s in a and ara ce 12.00 cla sauce a white Chick CHICKEN 13.99 ms in a zes sauce ooms, tom LINGU en ty atoes 11.00 sauce breast in FORMAG White INI WITH a cream and pen GI or red CLAM crumb 11.99 S s 12.00 ne pasta coay four cheese ted wit h bread Served with chips and your choi ce of whit e or whe ITALIA at wrap Ham, N sal CHICK onions ami, pro EN vol CAESAR Grilled and ma, lettuce, tom one, yo 6.9 atoes lettuce chicken stri A flou 9 HAM Parme , Caesar dre ps, romain served r tortilla fille e ssin san che with a d, Lettuc & CHEESE ese 7.4 g and side of folded in hal e, CHICK TURKEY 9 ham, tomatoes, mild sal f provol Taco seaEN QUES sa and and grilled, With Am 6.49 one andonions, ADILL sour cre chedda soned gri mayo tomato erican che am lled chi AS r che ese, lett es and BUFFA cken, ma uce CHEESE ese 6.99 mozza yo 7.9 , PULLE Chick LO CHICK 9 rella and en Served STEAK With chiD PORK bleu che steak in a EN QU wit h sautée ESADILL fried oni potle BBQ chedda ese, mozza mild sauce, d onions WEST AS rella and ER chedda ons and sauce, 7.4 and oni r, lettuce, tom N Taco sea 9 QUES r 7.99 ons 7.4 atoes green soned gri ADILLAS 9 STEAK FAJITA lled pep chedda pers, tom chicken, Chopp & SHRIM Grilled WRAP atoes, mu r cheese mozza shrooms, shrim ed steak and P 7.49 green chicken stri SHRIM rella and p pep and mo with chedda P QUES cheese pers, red ps, zzarell r ADILL a 7.99 mild sal, sour cream onions, AS 7.9 and sa 7.49 9

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shroom uce 12. s in 50

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n a zes ty

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DEPARTMENTS

16

In Lehmann’s Terms: Adding a Breakfast Item to Your Menu Tom “The Dough Doctor” Lehmann offers tips for creating an individual-size breakfast pizza or calzone.

18

New York’s Finest: Puglia Potato Pizza After drinks with a friend, Chef Bruno gets inspired to create a Pugliese pizza with potatoes, anchovies and capers.

16

20 Accounting for Your Money: “Units of Property” Method Could Prevent Problems With IRS Any restaurant building owner who plans to write off building-related costs in 2014 should adopt the method of accounting recommended by the IRS.

32

Recipe of the Month: Spicy Garlic Veggie Pizza If you don’t offer creative meat-free pizza alternatives, such as this mouthwatering veggie pie from DeIorio’s, you’re missing out on a huge moneymaking opportunity.

20

98 Pizza Hall of Fame: Broadway Pizza

DeIorio’s

This Twin Cities mainstay is known for a lively bar and diverse menu, but its iconic reputation hinges on founder John Spallacci’s cracker-crust pizza recipe.

Broadway Pizza

32

98 Click here for featured video: “Pizza 360” interview with New York blogger Jason Feirman of “I Dream of Pizza” Click here for featured video: “Cooking with PMQ” installment featuring Tom “The Dough Doctor” Lehmann’s classic pizza dough recipe.

10

IN EVERY ISSUE 6

Online at PMQ.com

78

Product Spotlight

12

Editor’s Note

85

Advertiser Index

14

From the Inbox

86

22

Moneymakers

Pizza Industry Resource Guide

PMQ Pizza Magazine The Pizza Industry’s Business Monthly

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WINGOLD

Preserving Tradition

Delivering quality one bag at a time.

Exceptional quality has always been our main ingredient. It’s why, for over a century, Bay State Milling has been the choice for those looking to bring only the finest flours, mixes and custom solutions to consumers.

• Enduring brands • Consistently superior products • Comprehensive portfolio of baking ingredients • Dedicated customer service • In-depth technical knowledge and support Visit us at Pizza Expo March 23-26 Booth 1169

© Copyright 2015

For more information on our products, call 1-800-553-5687 or visit www.baystatemilling.com

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FROM THE EDITOR Winner of 5 ASBPE Awards Winner of 4 GAMMA Awards ISSN 1937-5263

A P U B L I C AT I O N O F P M Q , I N C .

VOLUME 19, ISSUE 1 JANUARY/FEBRUARY 2015

Marketing Is Still Our Middle Name

PUBLISHER Steve Green, sg@pmq.com ext. 123 CO-PUBLISHER Linda Green, linda@pmq.com ext. 121

O

ur newer readers may not know this, but PMQ once stood for Pizza Marketing Quarterly, back when we published only four times a year. Marketing, in other words, was our middle name.

(Some of you probably thought it was Harold. An honest mistake.

We look like a Harold.) Over time, of course, the magazine evolved and grew, and “quarterly” no longer fit us. In fact, we are now much more than a print magazine—we are a media company that serves the pizza restaurant industry with the most visited pizza-focused website, a thriving social media presence, a digital edition and app, and a video production studio. (Some might say we’re a multimedia company, but “media” is already plural, and adding “multi” to it seems redundant.

These are the kinds of things I sit around and think about. No wonder I have no love life.)

And with all these leading-edge media formats bearing the PMQ logo, marketing is still our middle name. Our No. 1 mission is to help you boost your store’s visibility, expand your market share and increase your sales and profits. And beginning this month, we have redoubled our efforts, redesigning our overall look and adding even more marketing content in every issue. “Marketing Marvels,” a Q&A with the industry’s most innovative operators, has returned after an extended absence.

We’ve renamed our “Pizza Press” section to “Moneymakers,” with an enhanced focus on marketing and promotional ideas and strategies. Our editor-at-large, Liz Barrett, will even produce a recurring column (yet to be titled) chock-full of quick tips for selling more pizza.

We’ve also boosted our font size for better readability, revamped our departments and shortened our articles to give you a faster, easier read.

We know you’re busy—we’ll give you the moneymaking info you need quickly, so you can get back to marketing your restaurant right away!

There’s only one pizza marketing magazine in the country, and you’re reading it. And it just keeps getting better and better. We hope you’ll come grow with us in 2015!

PMQ PIZZA MAGAZINE | January/February 2015 | Volume 19, Issue 1 The Pizza Industry’s Business Monthly | PMQ.com

SECRETS OF THE DOUGH DOCTOR:

TOM LEHMANN CURES YOUR PIZZA WOES PAGE 36 HOW TO CHOOSE ARE YOU READY TO THE RIGHT OPEN A SECOND MIXER PAGE 44 STORE? PAGE 64

12

Tom “The Dough Doctor” Lehmann has the cure for whatever ails your pizza dough—and he makes house calls! Get to know the industry legend a little better in this month’s cover story, starting on page 36.

Photo by Danny Klimetz

ASSOCIATE EDITOR Andy Knef, andy@pmq.com ext. 136 EDITOR AT LARGE Liz Barrett, liz@pmq.com SENIOR COPY EDITOR Tracy Morin, tracy@pmq.com INTERNATIONAL CORRESPONDENT Missy Green, missy@pmq.com ART DIRECTOR Kara Hoffman, kara@pmq.com ext. 135 GRAPHIC DESIGNER Eric Summers, eric@pmq.com MEDIA PRODUCER Daniel Lee Perea, dperea@pmq.com ext.139 SOCIAL MEDIA DIRECTOR Melanie Addington, melanie@pmq.com ext. 133 CHIEF FINANCIAL OFFICER Shawn Brown, shawn@pmq.com CIRCULATION MANAGER Sherlyn Clark, sherlyn@pmq.com ext. 120 DIRECTOR OF OPERATIONS/ EVENT COORDINATOR Brian Hernandez, brian@pmq.com ext. 129

ADVERTISING SALES DIRECTOR Linda Green, linda@pmq.com ext. 121 SENIOR ACCOUNT EXECUTIVE Clifton Moody, clifton@pmq.com ext. 138 ACCOUNT EXECUTIVE Tom Boyles, tom@pmq.com ext. 122 ACCOUNT EXECUTIVE Anna Zemek, anna@pmq.com ext 140 SALES ASSISTANT Brandy Pinion, brandy@pmq.com ext. 127

PMQ INTERNATIONAL PMQ CHINA Yvonne Liu, yvonne@pmq.com PMQ AUSTRALIA-NZ Tom Boyles, tom@pmqaustralia.com PMQ RUSSIA Vladimir Davydov, vladimir@pmq.com EDITORIAL ADVISORS Chef Santo Brun, Tom Feltenstein, Tom Lehmann Joey Todaro, Ed Zimmerman CONTRIBUTORS Chef Santo Bruno, Tom Lehmann Michael J. Rasmussen

ON THE COVER: JANUARY/FEBRUARY 2014 | WWW.PMQ.COM

EDITOR-IN-CHIEF Rick Hynum, rick@pmq.com ext. 130

PMQ PIZZA MAGAZINE

Rick Hynum Editor-in-chief 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.

PMQ Pizza Magazine The Pizza Industry’s Business Monthly

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FROM THE INBOX

SEALED WITH A KISS Thank you very much for the awesome KISS cover poster, and thank you for a great magazine! After working with large franchise restaurant operations for 30 years, I started my own independent store about six years ago. You can feel kind of lonely without all that support, but PMQ really helps to fill the void with a wealth of information every month!

Ron Litchfield RonDavoo Fried Chicken and Pizza Pies Burlington, IA Ron Litchfield won a poster version of PMQ’s November 2013 cover, signed by Paul Stanley and Gene Simmons of KISS, in a reader contest held on Facebook.

Giovanni Esposito, owner of Big Daddy’s Pizza, devotes an entire wall of his restaurant to complimentary notes from his customers.

BUILDING A BRAG WALL After getting so many compliments on our food, I placed a ticket pad on our front counter and asked our customers to write down their name and city and tell us about their experience. We thumbtack the notes onto our wall and take a picture, which we post on our Facebook page.

It’s impressive to see notes from satisfied customers from Russia, Hawaii, Alaska, Canada and Reno, Nevada!

Giovanni Esposito Big Daddy’s Pizza Pottstown, PA 14

A BIG APPLE CHRISTMAS Let the Christmas festivities begin! I’ve been collecting these pizza-themed Christmas ornaments over the years, searching everywhere from pop-up shops in New York to Nordstrom’s and Amazon.com. I’m kind of obsessed with pizza!

Chantale Ley Big Apple Pizza Havelock, NC (Via Facebook) These beautiful—and deliciouslooking—ornaments on Big Apple Pizza’s Christmas tree represent a full spectrum of pizzeria dishes.

PMQ Pizza Magazine The Pizza Industry’s Business Monthly

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IN LEHMANN’S TERMS

Adding a Breakfast Item to Your Menu A small breakfast pizza or calzone can enhance your menu and generate earlymorning sales. By Tom Lehmann

Q

We have a small store in a high-traffic location and would like to offer an early-morning breakfast item. Any suggestions?

A

How about a small, individual-size breakfast pizza or breakfast calzone? To make a breakfast pizza, size your dough to make a 6” or 8” pizza (thin crust seems to work the best).

Brush the surface of the dough skin with melted butter and add a thin layer of hash brown potatoes or rehydrated shredded potatoes. Then apply breakfast sausage, tomato slices, onion, red and green bell pepper slices, and bacon pieces.

Top the pizza off with a light application of shredded mozzarella and cheddar cheese. Bake it as you’d bake a regular pizza.

To make a breakfast calzone, pin the dough out, using a rolling pin or pie pin, to about 8” in diameter. Wet the

16

edge of the dough lightly with water and apply a filling made of sautéed onion, red and green bell peppers, precooked breakfast sausage, mushrooms and a scrambled egg. Fold the dough over the filling to create a calzone and firmly crimp the edge to seal closed. Carefully cut two vents in the top of each calzone and brush lightly with whole milk. Bake the calzone until it turns golden-brown. As soon as the calzone comes out of the oven, brush it with melted butter and place it under a heat lamp to keep it warm for sale.

Place your calzone in a paper sleeve and offer it with a cup of coffee—now you have a readymade breakfast for people on the go!

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.

Q

I’m seeing a lot of products designed to hold the pizza up off the bottom of the box or pizza circle; this supposedly helps to retain crispiness. Do any of these products actually work?

A

We tested this concept back in the early 1980s by putting the pizzas on a diamond-point cake plate to hold the pizza up off the plate.

Indeed, it did help the pizzas maintain their crispiness longer.

Anything we can do to increase the air circulation under the pizza while it’s in the box can help maintain crispiness. Some of these products also help by absorbing some of the oil on the bottom of the pizza, making for a more consumer-friendly presentation. My advice would be to evaluate products from several manufacturers and pick the one that works best for your restaurant.

PMQ Pizza Magazine The Pizza Industry’s Business Monthly

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You Stand Behind Your Pizza.

We Stand Behind Our Box.

You carefully select your ingredients and diligently manage the making of your pizza. We at RockTenn do the same for our pizza boxes which are made near you, in North America, by your friends, neighbors, and customers.

Our extensive quality assurance and product certification procedures include testing for potential contaminants and our manufacturing operations are audited by independent third parties for adherence to food contact packaging standards. Does the manufacturer of imported pizza boxes have a commitment to your quality and safety?

For More Information, Contact Us at 816.415.7359 or PizzaBoxes@RockTenn.com © 2014 Rock‐Tenn Shared Services, LLC. All rights reserved. ROCKTENN and the stylized R are trademarks of Rock‐Tenn Company and its subsidiaries and affiliates.

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NEW YORK’S FINEST

Chef Bruno works on a pizza recipe with his friends, Kaylamarie Constanzo (left) and Antonio Perez of Blend on the Water, a Latin fusion restaurant in New York.

SLNY Productions

H

ello, my readers! Here’s a pizza recipe that features potatoes, anchovies, capers and other unusual ingredients—and I think you’re going to like it. How did the idea for this recipe come about? A friend and I were out having a drink one night and started talking about—you guessed it—pizza! Out of the blue, he asked me, “Do you know how to make Pugliese pizza?” I replied that I had never even heard of it—and I know a lot about pizza.

Puglia is a region of southern Italy, famous for its picturesque seascapes, olive groves and cucina povera (peasant cooking). The more I learned about Pugliese cuisine, the more I wanted to try my hand at it. My friend and I headed to the store and purchased what we needed to make this pizza. The next day, we went to work and made one for everybody to try. It was a hit, so now we’re sharing it with you! Mangia!

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

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Puglia Potato Pizza Chef Bruno turns to the Puglia region of Italy for a new recipe featuring potatoes, capers and anchovies.

By Chef Santo Bruno

INGREDIENTS: 2 lb. potatoes, scrubbed ½ c. extra-virgin olive oil (EVOO) 2 garlic cloves 12 oz. tomatoes, diced 3 anchovies, chopped 2 tbsp. capers, rinsed Salt and pepper to taste DIRECTIONS: Boil potatoes in their skins until tender. Peel and mash the potatoes through a food mill, then beat in 3 tbsp. of EVOO and season with salt and pepper. Heat another 3 tbsp. of EVOO in a medium saucepan. Add garlic and tomatoes. Cook over medium heat until the tomatoes soften and begin to dry out, about 14 minutes.

Preheat the oven to 400°F. Oil a shallow baking dish and spread some mashed potatoes into the dish in an even layer. Cover with the tomatoes and dot with the chopped anchovies and capers. Spread the remaining mashed potatoes on top of the filling. Brush the top with remaining oil. Bake for 20 minutes or until the top is golden-brown. Serve hot.

PMQ Pizza Magazine The Pizza Industry’s Business Monthly

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ACCOUNTING FOR MONEY

“Units of Property” Method Could Prevent Problems With IRS The tax man is paying special attention to building-related write-offs this year, so make sure you know—and follow—the IRS’ preferred accounting methods. By Mike Rasmussen

Q

What are the new rules in regard to building write-offs and repairs?

A

The IRS has been paying close attention lately to an allegedly abusive practice in which restaurant owners treat some costs for building purchases and improvements as repair expenses in their tax returns, effectively writing off these costs against current income.

With IRS scrutiny in mind, any restaurant building owner who has incurred building-related costs in 2014 needs to adopt the “units of property” accounting method in 2014, or he may be required to capitalize all repair and maintenance expenses.

For example, let’s say you have brought in someone to repair your refrigeration lines many times over the past year. These expenses do not add up to much 20

individually, but over the year they can be significant. If you do not use this “units of property” method of accounting, those expenses may have to be capitalized and written off through depreciation, thus not reducing current-year net income as you might have anticipated.

Many accountants suggest creating a cost segregation study for all building and improvement expenditures in 2014. This engineering-based building study would help you acquire the “units of property” details you’ll need. IRS regulations do not explicitly require such a study. But these studies allow you to offer solid reasons for the figures you use in your tax returns; otherwise, the IRS may disallow those expenses— and even pile on some penalties—if you get audited. The IRS is generally comfortable with cost segregation studies,

since professional engineers often use them. Without such a study, how would you or your CPA calculate the costs of your building’s units of property, such as the electrical system and plumbing system or, say, the replacement of old windows with new energy-efficient windows? An independent study provides you with solid evidence to support your expense claims.

Whether you commission such a study or not, make sure you discuss any 2014 building repairs or improvements with your accountant before filing your 2014 tax return!

Michael J. Rasmussen is the owner of Rasmussen Tax Group (rasmussentaxgroup. com) in Conway, Arkansas. He is also the co-owner of Eyenalyze (eyenalyze. com), a company that provides real-time profit analysis for restaurant owners.

PMQ Pizza Magazine The Pizza Industry’s Business Monthly

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Great pizza demands

great cheese.

Successful operators know that great cheese is mandatory when crafting great pizza. Vantaggio delivers the best quality and value in premium mozzarella cheese. Vantaggio cheeses are made from the freshest milk using time-honored traditions of the old world to give it superior flavor, melt, stretch, and consistency, making it the fastest-growing brand in its class. Vantaggio is delivered exclusively by Bellissimo Foods Distributors. Contact your local Bellissimo representative today to taste the multiple varieties of Vantaggio Cheese.

Please visit BellissimoFoods.com to locate a distributor in your area, or call 800-813-2974 and we’ll be happy to assist you.

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MONEYMAKERS

1

The Brunch Bunch For customers who like to party a bit too hard on the weekends, Cane Rosso (ilcanerosso.com), with four locations in the Dallas area, offers a little hair of the red dog that bit you with its brunch special. Held from 11 a.m. to 3 p.m. on Saturdays and Sundays, the promotion features $1 mimosas, breakfast pizzas and other specials, such as ricotta pancakes with Nutella mascarpone.

Specialty breakfast pizzas and $1 mimosas are the major attractions at Cane Rosso’s weekend brunches.

2

The Monster Cookie Giveaway

Oregano’s celebrated its 21st anniversary with a simple cookie giveaway that generated huge buzz on Facebook.

Oregano’s Pizza Bistro (oreganos.com) in Scottsdale, Arizona, celebrated its 21st anniversary November 18 with a cookie giveaway that earned press coverage and customer good will around the area. These were no dainty little cookies, either; they were half-pound monsters offered in four flavors (chocolate chip, peanut butter and milk chocolate or white chocolate macadamia nut) and served with three scoops of ice cream. No purchase was required, and the giveaway created a bonanza of social media engagement for Oregano’s. The initial Facebook announcement of the promotion earned 3,770 likes, 495 shares and 181 comments.

Quick Tip 1: Blow Up Your Menu Create an enlarged 4’ by 6’ version of your menu and place it in your pizzeria’s front window. It’s a great way to familiarize passersby with your offerings and pique their interest.

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Rockin’ the ‘Stache

Mellow Mushroom (mellowmushroom.com) invited mustachioed men nationwide to show off their scruff on Instagram last November. For each picture tagged with #MellowMovember, the company donated 25 cents to the Movember Foundation, which focuses on men’s health issues. The company even designed an in-store mustache-shaped seesaw, primed for shareable photo ops and “mustache rides” to drive Instagram submissions.

Mustaches just got a lot cooler, thanks to Mellow Mushroom and the Movember Foundation.

4 Cute kids and costume combos made a recent Marco’s Pizza promotion a sartorial success.

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Costume Drama at Marco’s

Two pizzas are better than one, but free pizza for a year is even better. To promote its new Cheezybread and Pepperoni Magnifico pizza combo, Marco’s Pizza (marcos.com), headquartered in Toledo, hosted an online “costume combo contest” last October that awarded lucky winners a year’s worth of free pies. Customers uploaded photos of their costume combos (think Batman and Robin or salt and pepper) with the hashtag #CostumeCombos to Facebook, Twitter or Instagram. Marco’s chose 10 finalists and put it to a social media vote. The winner: the “Mario Party,” four children dressed as Mario, Luigi, Toad and Princess from Mario Bros.

Having a Blast

For its grand opening VIP Pizza Party in Roseville, California, Blast 825 (blast825pizza.com) let representatives from four local charities—Albie Aware, Placer SPCA, Blue Line Arts and Placer Food Bank—“crustomize” a pizza that best represented their organizations. The winner, Placer SPCA’s Sophisticat, featured white sauce, Blast 825’s cheese blend, roasted mushrooms, roasted onions and arugula. The pie was featured at the restaurant for a month and raised $650, which the pizzeria matched for a total donation of $1,300.

Blast 825 got four local charities involved in its grand opening in Roseville, California.

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MONEYMAKERS

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The Baby Boom

DeFazio’s Pizzeria (defaziospizza.com) scored points for irresistible cuteness by posting a photo of owner Rocco DeFazio’s brand-new granddaughter on Facebook. The post earned 170 likes and 19 comments (as of presstime) and reminded followers that DeFazio’s, located in Troy’s Little Italy district, is a family-run and family-friendly pizza business.

DeFazio’s Pizzeria posted this image of the owner’s new grandchild with a simple caption that read, “Shhhh! Don’t wake her, it’s Rocco’s granddaughter!”

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Marco’s Gives Away Pizzas to America’s Veterans

Various locations of the Marco’s Pizza chain (marcos.com) gave away pizzas to veterans and active-duty members of the U.S. Armed Forces for its Veterans Day celebration in November. Anyone with a proper military ID received a free medium one-topping pizza for carryout or pickup orders. Cathy Hull, Marco’s chief marketing officer, said the gesture was small “in comparison to the sacrifices of those who have served or currently serve to protect our freedom. We have hundreds of veteran franchisees and employees in our Marco’s family as well as our veteran and active-duty customers. This is our way of saying thank you.”

Marco’s Pizza is known for helping veterans, military spouses and wounded warriors enter the pizza franchise business.

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Quick Tip 2: Checking In Get to know every local hotel desk clerk or concierge by name—and they’ll know your pizzeria by name.

Offer them an appealing reward— free meals, a gift card or a dollar for every delivery order that goes into their hotel on a given night—when they recommend your pizzeria to their guests.

The Hip-Hop Pizza Joint

Best Pizza Williamsburg (best.piz.za.com) in Brooklyn may look like your typical Brooklyn pizza joint, but its customer base is far from ordinary. Thanks to chef-owner Frank Pinello’s renowned pies and a hip-hop playlist showcasing artists like the Notorious B.I.G. and Wu Tang Clan, Best Pizza attracts an eclectic clientele ranging from local foodies to rap luminaries and producers (Antonio “L.A.” Reid, A$AP Rocky, Action Bronson and SpaceGhostPurrp, to name a few). According to Billboard, Bronson drops in once a week for the chicken parmesan and a blast of Wiz Khalifa, and members of Brooklyn rap group Pro Era are also big fans of Best Pizza’s no-frills menu.

STEVE GAW

LEY

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Rapper and producer L.A. Reid, shown here with Mariah Carey, is one of Best Pizza Williamsburg’s many famous fans.

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M A R K E T I N G

M A R V E L S :

Pizzi Café From direct mail campaigns to customer referral rewards, this Conneaut, Ohio, institution carries out 100-plus marketing strategies every year.

By Liz Barrett

A

fter 80 years as a Conneaut, Ohio, favorite, Pizzi Café (pizzicafe.com) could probably get by on word-of-mouth alone. But owner Patrick Griswold has never been satisfied with the status quo, which is why he runs the historic pizzeria like a well-oiled marketing machine. Whether it’s personalized direct mail campaigns, rewards for customer referrals, or free dinners for school district employees, Pizzi Café implements more than 100 marketing strategies each year, and Griswold shares some of the best with us here: PMQ: Tell us about the history of Pizzi Café.

Patrick Griswold: Pizzi Cafe was founded by Italian immigrants Tony and Mary Pizzi in 1934. Round pizza was unknown in those days in the region, and by mis-

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take Tony and Mary only had round pie (as in apple pie) baking pans to use when they brought their family’s square pizza recipe to Ohio. We are one of the 25 oldest pizzerias in the United States. The history/story includes our cozy brick building and, obviously, our 80-year-old recipe that uses the finest and freshest ingredients—still the same after 80 years—plus the raised sides of our crust, similar to a dessert pie.

PMQ: Who is your average customer?

Griswold: We are not the normal neighborhood pizza place. We are somewhat of a destination and draw our clients from up to an hour away. Our clients prefer a premium product, outstanding but unrushed service, and a warm and friendly atmosphere.

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When customers aren't enjoying the pizzas (made with peasant dough) at Pizzi Cafe, they're entertaining themselves with origami demonstrations.

PMQ: What are the top three ways you market to new customers?

Griswold: Personalized direct mail (not menu drops!), current customer referral programs and social media. The first letter we send to new leads is eight—that's right, eight—pages long.

If they don’t respond, we will then send two follow-up pieces with the same $20 discount offer.

PMQ: You mentioned “current customer referral programs.” Do you have an actual program, or are you referring to word-of-mouth?

Griswold: Our recent referral contest generated more than 100 new customers. We inserted a flier, which offers the referring customer a chance to win a $500 gift card and $20 off to those referred, into our monthly newsletter that’s mailed to every customer.

PMQ: What are the top three ways you market to existing customers?

Griswold: 1) Within a week of their first visit, new customers are shipped a Pizzi Café coffee mug with a handwritten note from me and my wife, thanking them for choosing our restaurant.

The mug contains a refrigerator magnet, Hershey Kisses and tea bags. One customer noted

Anthony "Tony" Pizzi founded Pizzi Cafe with his wife Mary in 1934.

Current owner Patrick Griswold continues to focus on the "personal touch" that made the restaurant so popular in its early years.

that he has purchased several automobiles from one car dealer and never received such an acknowledgment of appreciation for his business.

Imagine how many people he has told about our coffee mug! 2) We send customers a monthly newsletter as well as birthday and anniversary postcards. 3) We practice “four-walls marketing” in our store.

Our recent referral contest generated more than 100 new customers.

—Patrick Griswold Pizzi Cafe

Get a Marketing Makeover!

If you’re serious about growing your sales through marketing and are willing to put in the work it takes to be successful, Pat Griswold wants to help you. But Pat can only accept four coaching clients for 2015, so hurry! To learn more, visit Higher2015Sales.com. Success stories will be printed in a future issue of PMQ. January/February 2015 pmq.com

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If you get the customers you currently have to come in just one more time per month, it will increase your business 30% to 50%. —Patrick Griswold, Pizzi Cafe PMQ: What kind of returns do you see with direct mail that you send to prospective customers, and how do you track it?

Griswold: We record how many pieces of direct mail we send, how many were returned, and the total spent compared to the cards returned.

For instance, we mailed out an offer for Pizzi Cafe’s 80th birthday this past summer. The first mailing was 1,212 postcards, which cost us $415.

Of that, 164 cards were redeemed (13.5%), and the total revenue was $6,588. So for every $1 we spent, $16 came back. Pretty good ROI!

while waiting for their food or at the end of their meal. We also drive traffic to our website and Facebook page, where they can sign up themselves and receive an immediate strong offer by email. Our average customer spends about $780 a year with us.

For every list of 1,000 leads we send the three-step campaign to, we spend approximately $2,250 and get 45 new customers, worth $35,000 per year. Who can argue with that result?

PMQ: What are a few examples of your four-walls marketing?

Griswold: We advertise our catering, since someone always has a party, event or other occasion to provide food for. Also, we sell gift cards, apparel and coffee mugs, and we even ship frozen pizza to our customers’ family members who no longer live in the area. These items are always promoted inside our restaurant.

PMQ: How do you collect names and addresses for your loyalty program and direct mail?

Griswold: We purchase lists in the neighborhoods of our best customers and send them our three-step mail campaign with a strong offer. When they come in with the unique coupon, we know they are new, and our servers introduce them to our VIP Club and sign them up. We have preprinted forms for them to complete 28

PMQ: How have you overcome marketing challenges over the years?

Griswold: By automating things as much as possible and being disciplined with regard to getting things done. We now have a monthly checklist and budget the time to get it done. We implement well over 100 marketing strategies every year.

PMQ: How do you stay involved with your community?

Griswold: We are big supporters of the schools and hand out pizza certificates every day to “good kids.”

We also send all of the school district employees (four districts) a free dinner certificate (along with a nice letter) at the beginning of the school year, thanking them for what they do.

PMQ: How does your loyalty program work?

Griswold: We use Sales Builder from Granbury Restaurant Solutions, which offers completely automated email, point tracking, rewards, follow up, SMS, print and more.

PMQ: Do you offer delivery and/or online ordering?

Griswold: We have had online ordering for years and have just started delivery; after 80 years, we thought it was time!

Even the parking lot at Pizzi Cafe is a marketing zone. Griswold has created a number of humorous and self-promotional parking signs for his customers' amusement and to grab the attention of passersby.

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PMQ: Can you share a few of your best tips for those who are struggling with marketing their pizzeria?

Griswold: If you do not have a customer database, start building one immediately! If you are spending money on traditional advertising, stop at once and first focus only on communicating with the customers you already have. If you get the customers you currently have to come in just one more time per month, it will increase your business 30% to 50%. While that may sound farfetched, it’s the truth. Also, while social media is important and here to stay, it should be just a part of your overall marketing plan. By a big margin, we get much more return on investment using personalized direct mail than any other type of marketing.

Think of your business having a volume control for sales. As bad as you may think things are, you can probably “crank it up” much, much higher than you ever thought possible.

Liz Barrett is PMQ’s editor at large and author of Pizza: A Slice of American History.

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Pizzi Cafe makes every effort to attract younger customers.

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RECIPE OFTHE MONTH Spicy Garlic Veggie Pizza Recipe and image provided by DeIorio’s CRUST: 1 14” thin-crust dough shell BASE: 2 tsp. olive oil 2 cloves garlic, pressed 2 tbsp. hot sauce TOPPINGS: 7 oz. mozzarella cheese, shredded 1 purple onion, thinly sliced 1½ oz. red peppers, sliced thin 6 or 7 Kalamata olives, broken Garlic powder Dried parsley flakes Salt and pepper to taste Thinly sliced tomato Field greens (such as fresh basil, spinach or arugula, lightly oiled)

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INSTRUCTIONS: Preheat oven to 400°F. Place the thin-crust dough shell on a pizza screen. Brush the entire surface with olive oil, including the edges. Measure hot sauce into a small dish; press fresh garlic into the hot sauce and combine. Brush the area that will be covered by cheese with the hot sauce/garlic mixture.

Spread out a layer of mozzarella cheese. Artfully arrange the red pepper strips, purple onion and Kalamata olives.

Season with salt, pepper, parsley flakes and garlic powder, making sure to cover the edges. Slide onto a pizza brick and bake until mozzarella begins to bubble. Remove from oven when the cheese bubbles begin to show a hint of brown. Add tomato slices and field greens. Slice and serve.

3 Tips for Meat-Free Marketing

If you don’t offer meat-free pizza alternatives, you’re missing out on a moneymaking opportunity.

Vegetarians and vegans account for only about 6% of the U.S. population, but they’re often deeply loyal to restaurants that accommodate their dietary needs. Consider these ideas for marketing to the meat-free crowd: 1.

Put some thought and creativity into your vegetarian/vegan pizzas. Don’t just pile random veggies on a dough crust. Look for unique toppings that complement each other and offer a few specialty pies that your competitors don’t have.

2. Call attention to the veggie dishes on your menu. Use a green V to highlight specific pizzas, or create a veggie section on the menu.

3. Choose substitutes, such as dairy-free cheese or mock meats, carefully. Test them in your recipes and get input from vegetarian customers to make sure you stock the best-tasting ingredients.

Host a vegetarian sampling night to solicit feedback.

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Free Download & Bonus Video!

 Tom “The Dough Doctor” Lehmann is the pizza industry’s go-to man for all dough-related problems, providing solutions backed by decades of hard science and research.

Download Tom Lehmann’s e-book for free: The PMQ Dough Information Center’s Survival Guide PMQ.com/freedownload Cooking with PMQ: Tom shares his classic pizza dough recipe in this exclusive video with PMQ’s Brian Hernandez.

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Born to

BAKE

Steered by fate—or destiny—to become one of the country’s leading dough experts, Tom “The Dough Doctor” Lehmann has the cure for whatever ails your pizza. By Rick Hynum Photography by Danny Klimetz

T

om Lehmann was just a fresh-faced high school kid in Chicago when he discovered—quite by accident—his life’s calling. For his senior year, he thought he’d signed up for a course in world economics, but when he arrived for the first day of class, he was the only male in the room. It was, in fact, a home economics class, a course most boys shied away from. “At first I felt like an idiot,” he recalls. “But I soon came to the realization that I was the only boy in a class of nearly 30 girls. I thought, ‘Hmmm, this might not be too bad after all.’”

As screw-ups go, Lehmann could not have made a better one. In addition to meeting new girls, he discovered that dress patterns could be used to make car seat covers and that baking was cooler than he’d ever imagined. “In

those days, students in home economics learned how to plan and prepare healthy meals, and that included baking,” he says. “We baked cookies, breads and rolls. This was the spark that ignited my lifelong interest in baking.

If not for that, I might be making seat covers for cars today, and this conversation would never be taking place.”

Call it fate. Call it destiny. Call it what you will, but Lehmann was clearly born to bake. Known far and wide today as “The Dough Doctor,” he has become one of the country’s leading experts on pizza dough and pizza making. He is the industry’s go-to man for all problems related to dough, and his solutions are backed by decades of hard science and research at the Manhattan, Kansas-based American Institute of Baking (AIB). Now, the recently retired Lehmann is a free agent, a consultant-for-hire

TomLehmannFeature_JanFeb14.indd 37

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Tom Lehmann paid a visit to the PMQ Test Kitchen in Oxford, Mississippi, to share his dough-making expertise and discuss his plans for the future as an industry consultant.

with a genuine passion for teaching his craft—and for helping pizzeria operators improve their recipes and sell more pizzas.

FROM PIZZA FAN TO BAKING SCIENTIST Readers of Lehmann’s longtime PMQ column, “In Lehmann’s Terms,” may get the impression of a sober-minded technician in a white lab coat, tirelessly analyzing the biochemical properties of yeast and the role of microbes in enzyme degradation. Lehmann can and will explain that kind of stuff until your head starts spinning—he has a ready answer for just about every dough-related question.

“I am a scientist,” he says. “I make no bones about it.”

But The Dough Doctor isn’t all business. Affable, chatty and quick to smile, Lehmann is also an avid outdoorsman who’s just as happy in a deer stand as he is in the kitchen.

He likes a good joke and loves a bad one—the worse, the better. “My oldest son, Jerry, and I like wordplay, and every once in a while we really get into it, leading to groans from everyone present,” he says with a grin. “Come to think of it, that was a pretty common reaction from my fellow staff members at AIB.” He also has a lifelong love for pizza. As a kid, his favorite pies came from Ed and Joe’s Pizzeria (ednjoes.com) in Tinley Park, Illinois, the Chicago suburb where he grew up. “When I was about 12 years old, I liked pizza so much that my parents would conveniently forget to call

me in when my dad brought pizza home for dinner,” he says. “This allowed the rest of the family to get their share before I dove into it.”

After getting bitten by the baking bug in high school and working full-time in a couple of bakeries, Lehmann studied the science behind the craft in a resident program at AIB, then located in Chicago. When AIB offered him a job as a baking technologist in 1965, Lehmann took it and never looked back. Two years later, he found his niche as a pizza dough guru. “The AIB staff used to go to Gino’s Pizzeria in Chicago for lunch,” he recalls. “I thought, ‘Rather than all of us going up there, why don’t we bring Gino’s to AIB? Why don’t we make it ourselves?’

So I set out over a few months’ time to replicate Gino’s pizza, and, lo and behold, we did it. I think that may have been the last time the staff went out for pizza.”

Pe ha cu Us yo ✓ ✓ ✓

To an yo w in

Prior to his recent retirement, Lehmann made a career of studying and evaluating pizza ingredients for the American Institute of Baking.

Nu Ex 3 Fo 1

2

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“The greatest joy does not come from helping someone. It comes from helping someone without being asked.”

—Tom “The Dough Doctor” Lehmann But Lehmann still had plenty to learn. “I discovered that everything I knew about yeast-leavened products— such as breads, buns and rolls—did not apply to pizza.

There was a whole separate technology needed to steer pizza. That set me on a quest to identify what that technology really entailed, and it has taken all these years to figure it out and, you might say, unravel that DNA.” As word of Lehmann’s expertise spread, pizza makers from around the country began to seek his advice. It started with a small frozen pizza manufacturer that was struggling with dough shrinkage. “After a short visit to their facility, I got their problem resolved, and my future as a pizza consultant was cast in stone,” he says. “I began writing about pizza technology and authored a number of AIB technical bulletins on pizza. I soon found

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Lehmann insists that he is, first and foremost, a baking scientist. “I can make pizza, but compared to what other people do out there, I wouldn’t come anywhere near calling myself a pizza chef,” he says.

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To make your pizza sauce, Lehmann advises a simple approach: Simply lay slices of ripe, garden-fresh tomatoes (or canned whole tomatoes or filets, depending on the time of year) over the dough surface, along with whole basil leaves and sliced or crushed garlic. “At no point do you have to blend and stir a sauce,” he says.

myself consulting with independent pizzeria operators and wholesale manufacturers; then came the chains, pizza shows, PMQ, and the rest, as they say, is history.”

TIPS FROM THE MASTER As director of bakery assistance at the nonprofit AIB, Lehmann helped countless pizzeria operators improve their products during a career that spanned nearly 50 years. Whatever your questions may be, it’s hard to stump The Dough Doctor—he has heard them all. And many problems, he says, come down to one thing: dough management. “The one thing I find missing in the industry is that people do not have an appreciation for the importance of time and temperature,” he notes.

So what general tips would Lehmann share with PMQ readers? Just wind him up, and watch him go. dd Remember to cross-stack dough boxes. Once your dough balls are made, they begin heating up at the rate of about 1° per hour, Lehmann notes, so they need to be cooled down rapidly. “When you don’t cross-stack those dough boxes in the cooler, you trap in the heat and the dough continues to grow and ferment,” he says. “By the next morning, you open the box up and, rather than finding six individual dough balls, you’ve got one large dough piece. This will not work.” dd Don’t add seasoning to your dough mix. “If you do that, you’ve just made 50 to 80 pounds of dough with that one flavor profile,” Lehmann notes. “Now you can only hope every application for which this dough will be used is compatible with that flavor profile. If you want a garlic-flavored 42

crust, buy a garlic-flavored butter oil and brush it on immediately after baking. It will be absorbed into the dough and give you a beautiful shine, and that garlic flavor will really pop from the heat of the crust. You can do that with other herbs, too.” dd Add semolina flour for a crispier crust. “If you add a little bit of semolina—up to about 25%—good things happen to it,” The Dough Doctor observes. “You get a little improvement in flavor and a lot of improvement in crispiness.” Too much semolina, however, can hurt the final product, especially for carryout and delivery. Lehmann compares the resulting crust to a Goodyear tire. “We’re talking very tough, very chewy.

My advice is to keep it under 50%, preferably 25%.” dd Tomato slices make the best sauce. “Just slice up some garden-fresh, ripe tomatoes about 3/16” thick, pat them dry and lay them over the surface of the dough skin,” he suggests. “That makes an excellent sauce.” Whole canned tomatoes or tomato fillets also do the trick. “The visuals are fantastic. Now your customer can see the chunks of tomato, and when you bite into it, you get that burst of tomato

“The one thing I find missing in the industry is that people do not have an appreciation for the importance of time and temperature [in dough management].”

—Tom “The Dough Doctor” Lehmann

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flavor. You don’t have to worry about your spice blend being wrong—what spices have we added?”

Create layers of flavors in your pizzas. Too many pizza makers make every bite taste the same, Lehmann observes. “It’s very predictable. I think today’s consumer is looking for something more interesting, maybe a little more garlic in this bite or a little less, so the flavor impact changes with each bite. We call that layering of flavors. It’s not one constant flavor—it’s a constantly changing flavor.”

ON THE LOOSE Lehmann may be retired from AIB now, but his dedication to the pizza business hasn’t waned in the least.

Freelance consulting keeps him as busy as ever, only now he gets to pocket the fees himself—and after nearly half a century of working for a nonprofit, it’s safe to say he’s earned that right. But the erudite Dough Doctor is the first to admit he still doesn’t know everything about pizza making. “There’s always something new to be learned,” he says. “I once coined a saying: Fear not the man who knows not everything, but fear most the man who knows everything, for he knows not what he does not know.”

Lehmann often peppers his conversations with proverbs of his own creation, many of which speak volumes about his character and philosophy of life. “The greatest joy,” he likes to say, “does not come from helping someone. It comes from helping someone without being asked.” To which he adds, “The most underused words in the English language are, ‘Here, let me help you with that.’”

One thing’s for sure: Lehmann has helped a lot of pizza makers solve their dough problems and make better pizzas. And he doesn’t plan to stop anytime soon. “I used to have a true passion for learning the technology behind pizza production, but now my true passion is helping others to understand it and to produce quality pizza,” he says. “I also like the challenge of working with the wholesale pizza and pizza crust manufacturers, since their technology is a bit different from retail pizza production. Every problem is a challenge that needs unraveling, and each problem is unique. So I’m always trying to find a solution and learning something new in the process. That’s what makes my life so interesting.”

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Rick Hynum is PMQ’s editor in chief.

January/February 2015 pmq.com

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MIXOLOGY 101 Learn the differences between planetary and spiral mixers—and how to choose the “right mix” for your operation. By Tracy Morin

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Danny Klimetz

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s a pizzeria operator, dough is your currency, in more ways than one: You make the dough to earn the dough. So it’s crucial to purchase the right mixer for handling your most important commodity. But mixers can also be used to churn out other essential ingredients—including sauce, cheese and toppings—at the pizzeria every day. Considering factors such as capacity, versatility, speed and durability, a mixer can help your sales soar or fasten a choke hold on production and profits.

So what are the benefits and drawbacks of the two most common types of mixers, spiral and planetary? Which is right for you? Or should you invest in both? We spoke with experts to delineate the differences and help you make a decision that could impact your operation for years to come.

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Most planetary mixers are measured by bowl size, usually in quarts.

Since spiral mixers are used almost exclusively for dough, they are measured by how much dough they can make.

As manager of One World Commissary in Bloomington, Indiana, Jay Burton oversees dough production for five Pizza X stores.

One World Commissary

THE SPIRAL SPECIALTY In pizzerias, spiral mixers have a single focus: making dough. They’re thus named because of the motion of the hook—similar to a corkscrew turning, but in reverse (as many newbies have discovered, if it turns the other way, it pulls the dough up and out of the bowl). Jay Burton, general manager at One World Commissary, which provides dough to Pizza X (pizzaxbloomington. com) in Bloomington, Indiana, notes that spiral mixers come in many different sizes, but, typically, they’re much larger than planetary mixers. “Most planetary mixers are measured by bowl size, usually in quarts,” he explains.

“Since spiral mixers are used almost exclusively for dough, they are measured by how much dough they can make.”

For example, One World uses planetary mixers with a 60-quart capacity for sauce, while the spiral mixer for making dough measures out at 334 quarts—spinning out a maximum 551 pounds of dough at a time.

Even though spiral mixers have a greater capacity, they take up the same space footprint, notes Tom “The Dough Doctor” Lehmann, a Manhattan, Kansas-based consultant and trainer for the pizza and baking industries. “Spirals will mix a larger dough and do it just as efficiently, but thanks to a large bowl and a small spiral, you don’t need as much horsepower as a planetary,” he says. “Mixing dough is also not as abusive on a spiral mixer, because the dough is in constant contact with the agitator. So, simply due to the mixing action itself, spiral types tend to be more durable and last longer.”

With spiral mixers, the dough mixing attachment and the bowl holding the ingredients both spin, and spiral mixers usually have a fixed 46

—Jay Burton One World Commissary dough hook (so they can’t accommodate different attachments), Burton adds. “A spiral mixer is great if you’re making large volumes of dough,” he says. “Last week, we made six tons! I couldn’t imagine trying to do that with a small planetary mixer. Plus, having the bowl spin while the dough hook is mixing the dough ensures that the dough won’t get overworked in one spot of the batch; all of the ingredients are mixed evenly.”

For a high-volume pizzeria, Burton believes a spiral mixer is the optimal choice, since it requires less time and less labor to make more product. But Lehmann adds that even if your pizzeria isn’t currently high-volume, it’s important to consider the future when choosing a mixer.

Because spiral mixers can mix at 25% capacity, you can use a 200-pound-capacity mixer to mix only 50 pounds of flour, or up to 250 pounds, since spirals are designed to hold up to excess capacity. “You can’t get that wide latitude with a planetary mixer,” Lehmann says. “Some operators end up needing to double their dough capacity by buying a new mixer, but you don’t have to do that if you choose the right mixer to begin with. Look at where you want the mixer and your business to be within the next three to five years.”

If you’re looking to grow production at your pizzeria— or branch out to additional or larger locations—a spiral could be the right choice for you. Or if you’re looking for a mixer only to mix dough, Lehmann also recommends a spiral model. “Many commissary operations large and small, which supply dough to several locations, lean heavily toward spiral mixers because they’re used more frequently, more hours during the day,” he notes. “Planetary mixers can be more prone to need ‘attentive duty,’

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One World Commissary

Planetary mixers can handle multiple attachments, allowing for tasks such as slicing toppings, while spiral mixers specialize in large-capacity dough making.

whereas a spiral mixer is pretty much bulletproof—when mixing dough, it’s in its element.”

PLANETARY ALIGNMENT On the other hand, perhaps you would like to remain a one-location independent and your output tends to be lower-volume. Or maybe your mixer needs to perform more tasks than simply mixing dough. A planetary mixer can meet these needs. This mixer is named for its design: the mixing attachment turns, but the bowl remains stationary, like the Earth rotating around the sun, Burton explains. “I’m not sure if planetary mixers are more popular in pizzerias, but I can see why they could be,” he says.

“The thing I like most about the planetary mixer is that most, including my 60-quart model, have a power takeoff unit, or PTO, that can take multiple attachments.”

Hence, One World can utilize its planetary model for a variety of needs: Veggie slicers, cheese graters, meat grinders and juicers are just a few of the attachments that can be added. “I love the veggie slicer attachment,”

$

There are some advantages to a planetary mixer. With the removable bowl and hook, cleaning is done in a fraction of the time. They’re also much more versatile and make cheese grating possible.

—Mark Altarac, Precision North America 48

Burton enthuses. “It saves a ton of labor and gives you a consistently uniform product.”

Lehmann agrees that an operator should first consider what he needs the mixer to do. “Do you want the same mixer to mix sauce in addition to dough? Are you saving money by buying block cheese and want to grind it your-

Five Key Takeaways 1.

There is no significant price difference between spiral and planetary mixers.

2. Spiral mixers have one job in the pizzeria kitchen: mixing dough.

But what they lack in versatility, they make up for in speed and quality.

3. Spiral mixers are ideal for high-volume pizzerias.

A planetary mixer works better for a lower-volume single-unit operator. But even if your pizzeria isn't currently high-volume, keep potential future growth in mind when choosing a mixer.

4. Unlike the spiral mixer, the planetary mixer, with its ability to support multiple attachments, is also good for mixing sauces, grinding cheeses and shredding vegetables.

5. Higher-volume operators should consider buying both spiral and planetary mixers. The quality and volume of a spiral mixer’s dough coupled with the versatility of the planetary model makes for an unbeatable combination.

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self?” he asks. “If so, you’re probably much better served with a planetary because it has an attachment hub—and I don’t know of any spirals with an attachment hub.”

As far as dough mixing action, planetary and spiral mixers offer similar performance and handling of dough, so versatility is often a key factor in choosing one over the other. And Lehmann confirms that planetary types are indeed more common in pizzerias today. They also cost about the same as spiral types.

“For smaller-volume pizzerias, I would suggest a planetary mixer,” Burton concludes. “The time- and labor-sav-

ing attachments, not to mention the different mixing attachments, make this a do-it-all option.”

BEST OF BOTH WORLDS When operators are in the market for a new mixer, Lehmann asks, “What’s wrong with your existing mixer?” If the operator requires more capacity, he asks if the mixer is used for anything else, such as sauce or cheese, and if it has suitable capacity for those other jobs. “If they say, ‘Sauce and cheese capacity aren’t a problem, but we simply can’t mix enough dough,’ I ask, ‘Is it possible to move your

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A planetary mixer will more closely simulate hand kneading for New York-style pizza and is best suited for planetary action. A spiral mixer will give the dough a more even mix, which is better suited for bread or a super-thin Italian-style crust. — Mark Altarac, Precision North America Spiral mixers are ideal for high-volume operations; mixers at One World Commissary can easily produce tons of dough per week.

planetary to the side and add a 100-pound-capacity spiral mixer?’” Lehmann explains. “If you have that extra space, purchasing a spiral would be a much better option than a second 100-quart planetary mixer.” Ultimately, Lehmann says the planetary is a “jack of all trades, master of none,” while a spiral is more aptly described as “very good at what it does and nothing else.”

Indeed, you might find that the “right mix” for your store

involves having both types on hand for different applications. “For higher-volume stores, I would strongly recommend buying both spiral and planetary mixers,” Burton says. “The dough volume and quality of a spiral mixer, coupled with the versatility of a planetary mixer, gives your store the best tools for production success.”

Tracy Morin is PMQ’s senior copy editor.

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Expert Pizza Advice: We Deliver It at NAPICS ’15!

North America Pizza & Ice Cream Show February 15-16, 2015 Greater Columbus Convention Center • Columbus, Ohio

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THE LARGEST AND ONLY PIZZA, ICE CREAM AND SOFT-SERVE EVENT IN THE MIDWEST! Experienced hands: Free one-on-one counsel from a host of operator veterans.

“BUSINESS OVER BREAKFAST”

A big slice of value: Big exhibit hall, lots of seminars, easy to access venue and affordable to attend.

See, sample, savor: Taste countless pizza products and see endless equipment demos.

Pat, stretch and toss: Numerous hands-on seminars make you part of the action.

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Free to attendees of NAPICS ’15 is our first-ever Business Over Breakfast networking event on Sunday, Feb. 15 at 8:30 a.m.

No better way to kick off NAPICS than by sharing ideas with business peers over a meal and asking questions of an expert panel of pizza and ice cream industry veterans. When breakfast concludes, you’ll already be at the show!

NAPICS ’15 LEARN. EARN. SUCCEED. EVERYTHING YOU NEED. 12/18/14 3:55 PM

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 No matter what the flavor, Americans find frozen treats hard to resist.

COLD & SWEET

Treats

Expand your frozen dessert offerings to increase check averages and draw in new customers.

By Liz Barrett

E

veryone has a favorite ice cream or gelato flavor.

Whether you crave vanilla, mint chocolate chip, butter pecan or rocky road, childhood memories of running to catch the ice cream truck or meeting up with friends at the local ice cream parlor have instilled a love of frozen treats in all of us. So when consumers have the option to top off a great meal at your pizzeria with a delicious frozen dessert, it’s hard for them to say no. “A good 75% to 80% of our customers come in just for our ice cream,” says Ajan Sathan, owner of Mario’s Ice Cream and Pizza (mariosicecreamandpizza.com) in Naples, Florida, which offers 30 ice cream flavors and the catchy slogan, “Where every day is Sundae.”

While you may not be striving for percentages like Mario’s, the numbers show there is a red-hot market for

frozen desserts year-round, whether you offer three flavors or 30. So let’s explore how you can add a scoop or two onto each ticket.

ICE CREAM VS. GELATO When contemplating a frozen dessert to add to the menu, many pizzeria operators first consider the traditional and ever-popular Italian gelato. This rich and creamy taste sensation appeals to consumers seeking out something unique and gourmet. But crafting your own gelato can be an expensive undertaking. If you want to achieve the same quality of gelato that’s found in Italy, the investment in equipment could set you back more than $100,000, according to Taylor Monen, co-owner of Community Pie (communitypie.com) and Milk & Honey

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To make your own signature gelatos, start by seeking out local suppliers for key ingredients. Milk & Honey, for example, supplies gelato to its sister restaurant Community Pie. Meanwhile, wholesale suppliers offer ready-to-serve gelato and private labeling options.

Community pie

Milk & Honey

“People eat with their eyes, and having a beautiful display case filled with artisan gelato makes it hard to pass up, since gelato is the perfect ending to a good meal.”—Jillian Hillard, PreGel America

(milkandhoneychattanooga.com) in Chattanooga, Tennessee. “We worked with a chef in Bologna, Italy, to learn how to make authentic gelato and obtain our equipment,” Monen says. “When all of the equipment wouldn’t fit into Community Pie, we opened a satellite location, which turned into our sister restaurant Milk & Honey and now supplies all of the gelato to our pizzeria.”

If you have the equipment, or a supplier with the proper equipment, the flavor combinations are endless when it comes to Italian gelato. If you don’t have your own gelato making equipment, a number of vendors offer artisan gelatos and other desserts in ready-to-serve packages.

Additionally, private labeling and co-packing options are available so that you can still create your own distinctive gelato flavors even if you don’t make them yourself.

And since relatively few restaurants offer gelato, enticing customers with special weekly flavors is usually easy.

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“I’ve created more than 400 recipes over the past two years,” Monen says. “We always have five or six flavors on hand at the pizzeria and have featured specials such as bacon or basil and cream.”

Ice cream, meanwhile, is also widely adored by the masses. Ice cream flavors can range from plain ol’ vanilla to some pretty wild extremes—think horseradish and foie gras—for those who want to become a true dessert destination. “We work with a local company that creates homemade ice creams,” Sathan says. “Some of the most popular flavors are salted caramel crunch with cashews, turtle cheesecake, cake batter, and Superman. We’re able to take requests and customize whatever customers like.”

FINDING A FLAVOR NICHE With so many flavor possibilities, it’s easy for your frozen treat menu to get out of hand. To strike a healthy

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balance between pizza and desserts, consider offering a well-publicized but limited rotating flavor menu, which changes weekly and encourages dessert lovers to return to try more. “We offer a gelato trio option on the menu, which people like to share,” Monen says. “Between 25% and 50% of our customers order gelato after their meal.”

“We always offer vanilla, chocolate, strawberry, and several kid-friendly flavors such as bubble gum or Scooper Hero, which is a fun red, blue and yellow ice cream,” says Maggie Brown, service manager at Sal & Mookie’s New York Pizza & Ice Cream Joint (salandmookies.com) in Jackson, Mississippi. “Our most popular flavors are definitely Mint Chocolate Chip, Butter Pecan, Birthday Cake, and plain old vanilla.”

Sometimes your flavors will be dictated by your demographic, so pay close attention to who your customers are and what flavors they gravitate toward. “Naples is a big retirement town, filled with people who love to golf and go to the theater next door to our pizzeria,” Sathan notes. “Some of our most popular ice cream flavors and

Ice, Ice Cream, Baby TOP 5

Ice Cream Flavors

1. Vanilla 2. Green tea 3. Chocolate 4. Coconut 5. Strawberry * Source: Grub Hub

Cold, Hard Facts

$10.8 billion—U.S. sales of ice cream in 2014 17 liters—Amount of ice cream consumed by average American 73%—Percentage of Americans who say frozen desserts can fit into a healthy diet * Source: Mintel

Freaky Flavor Favorites Cow Tongue, Raw Horse Flesh, Squid and Snake (Ice Cream City, Tokyo, Japan) Goat Cheese with Red Cherries, Sweet Corn & Black Raspberries, and Sweet Potato with Torched Marshmallows (Jeni’s Splendid Ice Cream, Columbus, Ohio) Eskimo Ice Cream—Blend of cranberries, blueberries and cloudberries with globs of animal fat (caribou, seal, whale or reindeer)

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Sal & Mookies

desserts are ones that our customers remember from their childhood—maple walnut, black cherry, root beer floats, soda floats, etc.”

SOURCING LOCALLY The idea of sourcing local ingredients has never been stronger, and it doesn’t stop at ice cream and gelato. “We get all of our milk from a dairy farm about 100 miles

4 Marketing Takeaways 1.

Give free servings of gelato or ice cream to small children with an adult purchase.

2. Host a Senior Sunday event, inviting local seniors over for an old-fashioned ice cream social.

3. Celebrate ice cream-themed holidays, such as National Ice Cream Month (July), National Ice Cream Day (the third Sunday in July) and National Ice Cream Cone Day (September 22).

4. Invent some offbeat gelato flavors and give them unusual names that will grab customers’ attention.

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Daniel Perea

Sundaes and splits are frozen favorites at Sal & Mookie’s (above); Mallory Strickland, general manager at Milk & Honey in Chattanooga, Tennessee, scoops up a serving of delicious housemade gelato.

from us,” Monen says. “We get eggs from a family farm in Chattanooga and chocolate from a Nashville chocolate maker, and we use local produce in our recipes. We’ve also created a popular gelato flavor called the Cold Toddy, which uses a local whiskey from Chattanooga to mimic a Hot Toddy cocktail.”

Can’t make your own ice cream or gelato? Talk to your local distributor to find a national or regional vendor who can provide the right flavors for you. Then pair them with pastries from a local bakery to show your support for the community and cross-promote with another business. “All of our scoop shop treats—brownies, pecan bars, chocolate chip cookies, peanut butter cookies, and Cowboy cookies (an oatmeal cookie with nuts and chocolate chips)—are made at our sister restaurant, Broad Street Baking Company & Cafe,” Brown says.

MARKETING YOUR MELTABLES One great thing about ice cream and gelato is that the cost to give out a spoonful here and there to drum up word-of-mouth is pretty negligible. Besides, rewarding people around town with a scoop of ice cream or a sundae is a fun and nostalgic way to draw people into the pizzeria. “We have great coupons that we give to schools and [fundraisers] for inclusion in goodie bags; we call it a ‘Sweet Treat,’ and it’s good for a single scoop of ice

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“Gelato flavor trends really run the gamut, from salted sweets, such as Salted Caramel, to herb- and teainfused sorbets, such as Lemon Basil and Peach Tea.” —Jillian Hillard, PreGel America To boost traffic on slow afternoons, consider hosting an old-fashioned ice cream (or gelato) social for senior citizens.

cream,” Brown says. “We also celebrate National Scoop of Ice Cream Day and other fun food holidays.”

Sathan agrees that marketing ice cream is easy when you involve your community (remember the old days of the ice cream social?). Mario’s offers free scoops for kids under three years old with an adult ice cream purchase.

Customers can also receive 10% discounts for bringing in a movie ticket, and Mario’s gives dogs a free scoop of vanilla ice cream on Wednesdays. “We coordinate with our local churches and hand out free scoops of ice cream and business cards on Sundays,” Sathan says. “The people around here appreciate the personal touch; we even host

Senior Sundays at the pizzeria wherein we invite seniors in the community for a meet-and-greet. They pay $5 for a sundae and beverage and get to meet new people.”

Monen says she uses social media to cross-promote the gelato offerings from Community Pie and Milk & Honey to fans while utilizing in-store menu chalkboards and signage to alert patrons to new flavor offerings.

Whether you decide to offer ice cream or gelato, don’t miss out on the opportunity to scoop up more sales with frozen treat options.

Liz Barrett is PMQ’s editor at large.

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12/17/14 4:21 PM

 Mouthwatering food photography can make all the difference in successful menu design, as evidenced by this menu from Two Cousin’s Pizza in Lancaster, Pennsylvania.

Secrets The

Marvelous

MENU

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Use these simple menu design tricks to increase your sales by 15% or more! By Pat Wetherhold

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e’ve all heard the saying, “You only make one first impression.” Your menu is your restaurant’s first impression. It’s the first thing your customers look at when choosing to order a pizza from your restaurant. With the right mix of menu engineering, design and distribution, you can jump-start your business by attracting new customers, while boosting frequency and the average ticket on return customers’ visits. According to experts, a typical restaurant can realize 15% or more in additional profit from a menu redesign! Let’s look at several ways you can increase your sales by designing a better menu and getting it in more potential customers’ hands.

COSTING AND RATING To get started, carefully consider the profitability and popularity of every item on your menu, then think about how placement and design will influence your customer’s choices. This is known as menu engineering, and it can work magic on a menu’s moneymaking potential.

This is not a task to be completed in a few hours or even a few days. It could take weeks, but the hard work will pay off. Here are the steps: 1. Costing your menu items. Determine your costs for each and every item on the menu. This means breaking down the costs of every ingredient on each item.

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ITALIAN DINNERS SPAGHETTI

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LASAGNA 11.00 BAKED ZITI

RAVIOLI OR TORTELLINI

Available in meat or cheese, served with red sauce 9.25

GNOCCHI

Served with tomato sauce or Alfredo sauce 10.99

GNOCCHI ALLA PRIMAVERA

With peas, mushrooms, tomatoes and Alfredo sauce 12.99

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PENNE ALLA VODKA

SHRIMP FRA DIAVOLO 12.99 PENNE OLD BAY

SHRIMP ALFREDO

With bacon and spinach 10.25

With mushrooms, meat sauce, ricotta, mozzarella and sauce 11.00

Mozzarella, provolone, American and Parmesan cheese in a pink sauce 9.99 With a creamy pink vodka sauce 9.25

Chicken, broccoli and Alfredo sauce 11.49

PENNE FLORENTINE

Shrimp in Alfredo sauce, served over linguini 12.99

EGGPLANT OR CHICKEN PARMESAN

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CHICKEN MARSALA

Topped with jumbo shrimp in a pink sauce 14.99

TORTELLINI PRIMAVERA

Meat or cheese, with mushrooms, tomatoes and peas in a white sauce 11.00

Served over spaghetti 11.00

Over spaghetti with mushrooms and a Marsala white wine sauce 12.00

Ham, salami, provolone, onions, lettuce, tomatoes and mayo 6.99

HAM & CHEESE

a time-consuming process, but you can’t determine ideal profitability for each item until you know how much it’s costing you.

2. Rate your menu items. Look at each menu item in terms of popularity and profitability. Menu engineering experts such as Greg Rapp recommend the following rating system:  STARS—High profit and high popularity  PLOW HORSES—Low profit, high popularity  PUZZLES—High profit and low popularity  DOGS—Low profit and low popularity 3. Make some tough choices. Now you’ll need to decide which menu items to keep, which ones to change and which ones to get rid of completely.  STARS—Obviously, you want to keep your stars and highlight them on your menu.  PLOW HORSES—People are ordering these products, so they’re definitely keepers. How can you change a plow horse item to improve its profitability?

How about pairing it with a salad or soup and raising the price by a dollar?

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BUFFALO CHICKEN

FAJITA WRAP

Grilled chicken strips, green peppers, red onions, cheese, sour cream and mild salsa 7.49

SEAFOOD LINGUINI

Scallops, shrimp and clams in a zesty marinara sauce 13.99

LINGUINI WITH CLAMS White or red 11.99

A flour tortilla filled, folded in half and grilled, served with a side of mild salsa and sour cream

Grilled chicken strips, romaine lettuce, Caesar dressing and Parmesan cheese 7.49

CHICKEN QUESADILLAS

TURKEY

CHEESESTEAK QUESADILLAS

PULLED PORK

Chicken steak in a mild sauce, bleu cheese, mozzarella and cheddar, lettuce, tomatoes and onions 7.49

Shrimp, mushrooms, spinach and Old Bay in a creamy Alfredo sauce 13.00

MEXICAN-STYLE QUESADILLAS

wheat wrap choice of white or

With American cheese, lettuce, tomatoes and mayo 7.99

Lettuce, tomatoes, onions, ham, provolone and mayo 6.49

Over spaghetti with mushrooms in a Marsala white wine sauce 12.50

Chicken breast in a creamy four cheese sauce and penne pasta coated with bread crumbs 12.00

CHICKEN CAESAR

ITALIAN

Over spaghetti 12.50

BAKED CHICKEN FORMAGGI

WR APS

and your Served with chips

In a before-and-after menu example from Two Cousin’s Pizza, the “after” page on the right uses reverse type (white on black) to enhance readability and funky headers to add personality. 

VEAL PARMESAN

With mozzarella, ricotta and sauce 9.49

With chipotle BBQ sauce, fried onions and cheddar 7.99

STEAK & SHRIMP

Taco seasoned grilled chicken, mozzarella and cheddar cheese 6.99 Served with sautéed onions 7.49

WESTERN QUESADILLAS

Taco seasoned grilled chicken, mushrooms, green peppers, tomatoes, mozzarella and cheddar cheese 7.49

SHRIMP QUESADILLAS 7.99

Chopped steak and shrimp with cheddar and mozzarella 7.99

PANINI

Tomatoes, onions and pink sauce, served with a side of chips 7.49

HAM & CHEESE, GRILLED CHICKEN, TURKEY, ITALIAN

 PUZZLES—Why aren’t customers ordering these items? Are your servers calling attention to them?

Do the recipes need improvement? Can you do a better job of highlighting them on your menu?  DOGS—There will be some “dog” items that you’ll need to keep on your menu; however, they should not be emphasized in your menu design in any way. If you can get rid of a “dog” entirely, you should do so.

DESIGNING FOR DOLLARS Once you’ve got a firm grip on the popularity and profitability of your individual menu items, it’s time to come up with a new design for your menu. A well-designed menu calls attention to the items that make you the most money. Here are some tips to keep in mind:

Y a

1.

h

Use visuals to highlight high-profit menu items.

Placing an item in a box with a bolder font and different color can help sell more of your high-profit “star” items. But don’t go overboard—highlight only

PMQ Pizza Magazine The Pizza Industry’s Business Monthly

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Do you know what your guests are thinking?

You can count on GMA Research for a quick, accurate, and affordable way to find out what your guests really think.

Our team of experts has specialized in foodservice and hospitality research since 1970.

For a free consultation on how GMA Research can help you, contact Don Morgan, Senior Partner.

don@gmaresearch.com (425) 460-8800 Menu.indd 61

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A simple way to beef up a sparse menu is to use larger, more appealing photos and text in your design. It also has the added benefit of increased legibility for older or sight-impaired customers.

2.

3.

4.

5.

one “star” item per category (such as specialty pizza, pasta, calzone, etc.) on your menu.

Use mouthwatering food photos. People buy with their eyes. Unless you own a fine dining restaurant, use food shots in your menu design. But don’t clutter it up with too many pictures; just a few will do.

Do not right-justify the pricing on your menu.

Tuck the pricing into the end of the item description.

This focuses customers’ attention on the food item itself, not the price.

Use vivid adjectives in your descriptions. Item descriptions should not merely list ingredients; they should create desire in the customer to buy this item.

Use descriptive words to help your guests taste the food in their minds.  Example: “Before” description: Cheese Fries— French fries, seasoned, with beans and cheese  “After” description: Cowboy Cheese Fries—Seasoned fries smothered in our famous cowboy beans and sharp cheddar cheese.

Delete the dollar signs. Studies have proven that consumers order more items and/or more expensive items if you do not use dollar signs in the pricing.

$

Everyone knows that the number is the price, so why add the dollar sign? It simply reminds customers that they’re spending their hardearned dollars!

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Menu.indd 62

Everyone knows that the number is the price, so why add the dollar sign? It simply reminds customers that they’re spending their hard-earned dollars!

6. Use common sense about cents. The average restaurant can realize $10,000 or more in incremental revenue in one year by changing cent pricing from $.95 to $.99! Customers probably won’t even notice.

Even if they do, a four-penny increase in their favorite dish will not send them running to your competition!

TAKEOUT TAKES OFF If your pizzeria has a dine-in area, you obviously should have a dine-in menu. If you also offer takeout and/or delivery service, you will need a takeout menu, too. Make sure you carry the branding of your dine-in menu over to your takeout menu. There are a number of ways to get these menus into customers’ hands, including:  Place them on your counter in an attractive Lucite rack.  Make sure your servers include a takeout menu with every check and/or doggy bag.  Tape a takeout menu to each pizza box that’s delivered to your customers.  Direct mail your takeout menus to a radius around your location to generate traffic and increase sales.  Feature your takeout menu prominently on your website.

A restaurant that does not regularly (at least once per year) update its menu pricing is losing potential profit.

The cost of creating and printing new menus is small when compared to the money you’ll lose by not adjusting your prices. A professionally designed and engineered menu will go a long way toward keeping your restaurant ahead of the curve. Get started on your menu redesign today!

Pat Wetherhold is vice president of Off Page Sales, a division of Gannett Direct Mail Solutions.

To learn more about Gannett DMS’ award-winning menu designs and direct mail solutions, email Pat at pat.wetherhold@gannettdms.com.

PMQ Pizza Magazine The Pizza Industry’s Business Monthly

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January/February 2015 pmq.com

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GROWING PAINS: ADDI NG STOR E

#

2

In the first of a series of articles on expanding your pizza business, the founder of Romeo’s Pizza reviews eight key questions you should ask yourself before opening a second store. By Sean Brauser

H

ow did I grow Romeo’s Pizza from one unit to 36? That’s the No. 1 question people have asked me over the years. They also ask, “Did you ever think it would get this big?” My answer to that second question is always the same—absolutely! I always had a plan to grow Romeo’s Pizza (romeospizza.com) into a major brand—and I always believed I could do it. But it took time, energy and focus.

Over the next few months, I’m going to reveal the secrets to successfully growing a pizza business in a series of PMQ articles. Maybe your goal is simply to open a second store, grow to 10, or even become one of the top pizza companies in the country. Whatever your ambition, this series of articles will help you understand what it takes to grow your business—and grow it successfully.

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For starters, I’ve put together this checklist covering the eight key questions to ask yourself before you even think about opening a second store. I always warn people about opening a second store; it is truly the most difficult and risky time for your business. It’s the only time when the size of your company will literally double overnight.

Hopefully, this checklist will help you avoid or defuse many problems on your way to success.

1

CAN YOUR BUSINESS RUN DAY-TO-DAY WITHOUT YOU? Before I opened store No. 2, I took an entire summer off from Romeo’s Pizza—well, almost. I worked about 10 hours a week during that period; otherwise, I let my team of managers run the business and put my systems to the

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



I always warn people about opening a second store; it is truly the most difficult and risky time for your business.

It’s the only time when the size of your company will literally double overnight.

test. How else could I find the weaknesses in them? It was the only way to determine whether what I had created could be duplicated with success.

If your store depends on you to make it work, you are not ready to open another store. And the only way to know for sure is to pull yourself out for a while and watch what happens. Developing a solid management team now will ensure success in the future. We have a saying at Romeo’s: “It’s always the manager.” Whether you’ve got a good store or a bad store, it always comes down to the manager. Is your manager good enough to take over?

2

IS YOUR FIRST STORE WILDLY POPULAR AND PROFITABLE? Simply put, if the sales or the profits aren’t there, your pizzeria hasn’t proven that it’s worthy of duplication. All that matters at the end of the day is net cash flow. Is your current store the market leader? Is it growing in sales and market share? Do you regularly hear from multiple

Sean Brauser (far right) and his Romeo’s Pizza team get ready for the opening of a new store.

sources that you really do have the best pizza in town? If you don’t, you are not ready to grow. A Xerox copy of a faded print only gives a more faded print. Not only must your first store be profitable enough to support you, it must also be profitable enough to support store No. 2 if/ when that store requires more cash than expected, which is usually the case!

3

DO YOU HAVE A MARKETING STRATEGY? This is critical to the success of multiunit operations.

You need an arsenal of marketing weapons to increase market share and grow your sales consistently. A good marketing strategy incorporates planning, execution and measurement. It needs to address such issues as how to get first-time trial, repeat orders, long-term share growth, and whether to use print, TV, digital/social media or some combination of the three. Without a time-tested, worksevery-time plan in place, you will be lost in the wilderness.

4

DO YOU HAVE A WRITTEN BUSINESS PLAN? Written business plans scare a lot of people. But you would never go on a cross-country trip without a map, right? Every business plan for a second pizza store should address forecasted P&L statements and cash flow statements; menu cost analysis and labor cost estimates; startJanuary/February 2015 pmq.com

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Can your pizza restaurant run smoothly every day without you there? If not, Sean Brauser (left) says you’re probably not ready to open a second store.

up costs; cash requirements; and cash reserves. You also need to calculate the ROI (return on investment), and your business plan should include a marketing plan and a competitive analysis for the new market. Finally, you’ll also need a break-even analysis and profit forecast based on different sales assumptions.

Once you have all of these things in one place, present your business plan to someone you trust. This person should be able to help you identify the plan’s strengths and weaknesses and spot opportunities and threats. Get your accountant involved and talk through all of the assumptions and the numbers.

Without this written business plan, you will be flying blind.

5

Proudly made in the

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DO YOU HAVE SYSTEMS IN PLACE TO CONTROL FOOD AND LABOR COSTS? In order to grow, your product must be consistent—and consistently good. Every single pizza must be created, baked and delivered to the customer exactly the way you want it. What looks like the right amount of cheese to Bobby looks different to Susie, and they both might be wrong. Establish portion controls, create charts and use scales for every item on your menu. This approach ensures that customers at all stores will get the same great product every time. You will also see huge cost savings with portion controls.

Likewise, you must create labor grids based on different sales levels.

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¢

What do you think your labor needs will be? Overestimating will lose money; underestimating means you won’t provide the right level of service, and eventually that will lose money, too. Identifying that sweet spot is extremely important before you expand to store No. 2.

6

DO YOU HAVE MANUALS? There are three must-have manuals. First is an operations manual, which addresses how, when and why you do everything that you do operationally in the store: opening and closing procedures and checklists; food prep checklists and order guides; par levels; hiring and firing procedures; and many more. This manual should be the bible of your restaurant, explaining how to run the store when you’re not there. It’s also a living document that never stops growing and evolving.

The second must-have manual covers food prep, detailing how to make every single item on the menu, including your dough and sauce. This manual must be accessible to all employees in the store as a reference guide.

Finally, an employee manual is mandatory. It sets the rules and expectations for every employee, outlines

Not only must your first store be profitable enough to support you, it must also be profitable enough to support store No. 2 if/when that store requires more cash than expected, which is usually the case!

parameters and consequences, and establishes policies for issues such as social media use, cell phones, uniforms and tardiness. We include W-4 and I-9 forms in our employee manual, and each new employee must review the entire manual and sign off on it.

7

ARE YOU FULLY CAPITALIZED? Lack of capital is probably the biggest reason most restaurants fail. Not only do you have to budget for construction, equipment, deposits, training, inventory and miscellaneous costs, you need to set aside enough cash in case things go wrong. Store No. 2 can gobble up all of the profits from store No. 1, especially in the beginning.

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Establishing portion controls and using scales to weigh ingredients are important measures to take to ensure consistency and control food costs.

Are you financially prepared to survive for three to six months with no cash flow from store No. 1? Have you considered the cash drain if sales don’t meet projections?

I have seen store No. 2 take down store No. 1 too many times, and then the company goes out of business. You must have enough money to get you through the bad times in order to “grow smart.”

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ARE YOU PREPARED TO WORK HARDER THAN EVER BEFORE? With store No. 2, the daily pressures will double. The headaches will double. The late-night calls and employee issues will double. You must be mentally ready to handle this added stress and stay focused on the goal. I would love to say that I’m always calm, cool and collected, but, unfortunately, I’m not. But I am 100% committed to the business and to its success, and 100% is what it will take from you. That “whatever-it-takes” attitude is the only route to success!

Before opening that second store, use this checklist and ask yourself these eight questions. If any one question yields a “no,” start focusing on turning it into a “yes” before you move forward. The difference between success and failure in this business can be a very thin line, but if you start out on the right path, your chances for success are far greater!

Sean Brauser is the founder and CEO of Romeo’s Pizza (romeospizza.com), a 36-unit chain headquartered in Medina, Ohio.

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SMARTMARKET Industry innovators share their insights and expertise to help you attract more customers and sell more pizza. u Pregel: Gelato has become the

"It" dessert for pizzerias.

u Our Town: Marketing to new

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January/February 2015 Sponsored Section

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SMARTMARKET PREGEL AMERICA

SPONSORED CONTENT

What’s Cold Just Keeps Getting Hotter!

One of the NRA’s top trends of 2014, gelato has become the “it” dessert for pizzerias and Italian restaurants.

By Jillian Hillard, Marketing Manager, PreGel AMERICA

Y

ou could say gelato is having the best year—or decade—ever, depending on which source you consult. While it’s an Italian frozen dessert that’s been around for thousands of years, to many Americans it’s the latest “IT” dessert to hit retail spaces and shelves, inching out traditional ice cream and trendy frozen yogurt.

The Truth About Gelato Gelato is not new to the American market. History shows it first debuted in 1770 when Giovanni Basiolo brought it to New York City. Since that time, gelato has found its way into many corners of the U.S. with gradual spikes, especially in mature markets. More recently, consumer packaged goods and savvy Millennials have exposed the public—through social media and even reality television (yes, the “Jersey Shore” cast did work at a gelateria)—to the deliciousness that is gelato.

What Exactly Is Gelato?

Gelato is not defined by the Food & Drug Administration. There are varying recipes for gelato, but today it is primarily made from milk, sugar, emulsifiers, stabilizers and flavoring. Gelato only contains milk, whereas ice cream contains both milk and cream. The absence of cream allows for gelato to have a lower butterfat percentage at about 3%-8%, compared to the 10% minimum required by ice cream. It is S2

Pregel AMERICA

also spun differently, incorporating less air than ice cream, which accounts for the density of the product. Last, it is generally crafted into visually appealing pans rather than dipping cabinets as a greater part of the experience.

years. Most mid-range to fine dining (and Italian) restaurants’ dessert menus incorporate gelato by itself or as a prominent part of plated desserts.

To Whom Do We Credit Gelato’s Rising Popularity?

The first Pacuigo Café opened in 1997 and has since grown into 44 locations with plans to expand. Availability is the most important aspect to give rise to a trend. Independent shops are inspired by large chain success and motivated to bring about the concept in a new and different way.

It’s not a question of who gets the credit,

but, rather, who is making the most noise

and talking about gelato. As it turns out, there are quite a few.

American Culinary Federation: What’s Hot Survey Gelato has been a mainstay on the American Culinary Federation’s What’s Hot survey of professional chefs for

Chain Buy-In—Pacuigo Gelato Café

The Brand Making the Most Noise: Häagen-Dazs That is the noise of passionate, screaming Italians on television that can only

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January/February 2015 Sponsored Section

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Pregel AMERICA

be silenced by delicious gelato. In a series of clever commercials, Häagen-Dazs managed to capture the romance of true Italian gelato and bring it into the homes of Americans.

Behind every consumer effort is that of the b2b sector, which serves both retail spaces and shelves in the grocery.

Italian gelato ingredient and equipment companies have been visible for many years with training programs to encourage gelato making. PreGel AMERICA’s Professional Training Center is one of the industry’s leading schools for learning to make gelato.

There’s no way of truly predicting the future of gelato, as history has shown trends are unpredictable, but with the globalization of foods, consumer packaged goods and a taste for something authentic and unique, the cards for gelato look delicious. Mangia!

Pregel America offers an unparalleled experience in specialty desserts, including gelato, sorbetto, frozen yogurt and other frozen treats. Learn more at pregelamerica.com.

National Restaurant Association Show’s 2014 Top Trend One of 2014’s top trends from the National Restaurant Association show was gelato. Multiple magazines reported on gelato as a must-see at the show and a trend to be aware of. For the first time in recent years, gelato outmaneuvered frozen yogurt and cupcakes as the hot dessert of the year.

Fad into the Background or Strong Trend to Stay?

To some, gelato may be having its 15 minutes of fame, but gelato is a part of daily life in Italy and Germany with around 30,000 gelato shops. To put it into perspective, the U.S. currently boasts anywhere between 800 and 1,000 gelato shops, proving that there’s a lot of untapped potential.

Pregel AMERICA

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SMARTMARKET OUR TOWN AMERICA

SPONSORED CONTENT

New Movers Perceive Innovative Marketing Package as Hospitality With Our Town America’s Welcome Package for new movers, thinking inside the (mail)box will benefit your business.

W

hile traditional marketing and advertising will always have its place, sending targeted and personalized direct mail pieces to a brand-new audience each and every month is a unique and irreplaceable marketing strategy. Distinct from traditional marketing methods, new mover direct-mail marketing with Our Town America allows businesses to reach consumers in an intimate fashion at an opportune time.

Timing is Everything The Our Town America community Welcome Package arrives in the mailbox of new-mover families while they’re actively

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as a community sponsorship package rather than everyday marketing, the Our Town America package gets opened and acted

upon. In fact, 90% of respondents in Our Town America’s 2014 New Mover Survey said housewarming gifts would help them feel more comfortable and settled in their new home.

Our Town America’s Welcome Package includes gift certificates with free offers from participating local businesses in the community—for example, a pizza shop, a dentist office, a hardware store, etc. Each one is personalized by name, includes a map directing the new mover to the business (since he is new to the area), and is tracked on the spot by a 2D barcode using the Our Town America TruTrak™ application (available on the iTunes App Store and Google Play). This pinpoint tracking enables the business to track the response of the program and triggers a second mailing.

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The Thank You Postcard is full-color, oversized and attention-grabbing. This postcard allows the business to personally thank the new-mover family for visiting, invites them back a second time, and is customizable, providing the business the option of extending a second offer to the family.

Thousands of businesses across the nation rely on the Our Town America program to expand their customer base and increase revenue. Most businesses experience double-digit response rates and heightened brand awareness. With direct mail volume down—resulting in a less cluttered mailbox— now is your chance to stand out as the reputable business in your community. What are you waiting for?

Our Town America provides new-mover direct mail marketing solutions to help pizza restaurants welcome new residents to their neighborhoods. To learn more, visit OurTownAmerica.com, email customerservice@ourtownamerica.com or call (800) 497-8360.

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THE TOP TRADESHOW IN THE MIDWEST IS NAPICS ‘15!

NAPICS Features: Exhibits

For 12 years,

the North America Pizza & Ice Cream Show has hosted an unparalleled pizza-focused tradeshow for the Midwest.

NAPICS was created by operators eager to help their peers succeed, so its longtime mission of helping every owner improve their business remains. In 2015 we've furthered that mission by addressing issues of priority interest to pizza operators. This year’s seminar lineup focuses on matters like creating signature pizzas to create word-of-mouth buzz, no-budget marketing, reducing labor costs and turning servers into sellers.

As always, the NAPICS exhibit hall will be packed with any and all equipment and ingredients you’ll ever need to run a successful pizzeria.

Want to broaden your menu to include frozen desserts? Come see our ice cream exhibits: there’s no better offering in the country!

NAPICS ‘15 will feature 200 exhibiting companies —anything you need to run your pizzeria and more.

Larger than the average distributor show, yet smaller than massive national shows, NAPICS ‘15 is ideal for single-day browsing and quick decision making.

Still, your one time admission costs gets you into both days, so come Sunday and Monday!

Education Sessions

NAPICS ‘15 offers a robust education platform featuring discussions on social media, marketing, employee training, gourmet pizza making and much more.

Networking Opportunities

Catch up with friends, meet new peers and forge new relationships in our relaxed setting. Join us for our first-ever Business Over Breakfast networking session before the show opens on Feb. 15.

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This legendary battle for the “Best of the Midwest” title attracts more than 100 pizza makers to a competition where they fight for a share of the $15,000 cash pie! Competitors bake pizzas in a blind-judging format divided into Gourmet and Traditional divisions, one held on each day of the show. Pre-registration is required.

Please visit www.napics.com for contest rules and registration.

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NORTH AMERICA PIZZA & ICE CREAM SHOW

FEBRUARY 15-16, 2015

Greater Columbus Convention Center | Columbus, Ohio

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200+ Exhibitors, Including: ACCUTEMP PRODUCTS, INC. ALFRED NICKLES BAKERY ARMANINO FOODS ARROW POS ARVCO CORP. ASTRA FOODS,INC. B & B CREATIVE MARKETING BAUER MKTG GROUP BLODGETT OVENS BURKETT RESTAURANT EQUIPMENT CELLONE BAKERY CONAGRA FOODS CONCORD FOODS COUNTRY PARLOUR ICE CREAM CO.

GRANBURY RESTAURANT SOLUTIONS GRANDE CHEESE CO. GREEN MOUNTAIN FLAVORS, INC. HOBART CORP. HOODMART AMERICAN HOOD SYSTEMS JIFFY FOODSERVICE, LLC KLOSTERMAN BAKING CO. LLOYD INDUSTRIES MIDDLEBY MARSHALL OVEN CO. NORTHERN PIZZA EQUIPMENT OFF THE WALL MAGNETICS ORLANDO BAKING CO. PEERLESS OVEN PIZZASKOOL.COM

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PRODUCT SPOTLIGHT

POS for Pizzerias No More Soggy Pies Pizza Savor has the solution for soggy, limp takeout and delivery pie.

Pizza Savor’s product lifts the crust, creating airflow that surrounds the pie and eliminating crust contact with the box or added liners. It whisks away pooling cheese fat, topping grease or vegetable liquids that could be absorbed into the crust during the delivery process. 978-794-1500, pizzasavor.com

The Topcast Network Topcast is a marketing platform that allows restaurants and bars to promote, inform, entertain and reward customers on televisions in the establishment.

These images pop up over existing broadcast programming, allowing you to message customers on the televisions they are actually watching. 857-263-8911, topcast.tv

Designed for pizzerias, the low-cost Point of Success POS system offers customer database, delivery management, coupon and discount tracking, specialized pizza ordering and pizza-oriented price calculation.

Other features include online ordering, integrated caller ID, employee timekeeping and scheduling, above store reporting, table maps and more.

800-752-3565, pointofsuccess.com

Easy, Awesome Gluten-Free Kiki’s Gluten-Free makes it easy to offer awesome pizza for customers with gluten sensitivity.

Honored with two FABI awards by the National Restaurant Association, Kiki’s provides artisan-style and deepdish pizzas with gluten-free crusts. Ready-bake pizzas are prepared in a gluten-free facility and packaged to minimize cross contamination. sales@kikisglutenfree.com, kikisglutenfree.com

Making Dough with Precision The Precision HD-60 Pizza Mixer is one of the toughest— and least expensive— planetary mixers on the market. It’s backed by an industry-only seven-year unconditional warranty on all gears and shafts. It can handle a 50-pound bag of flour with ice and water in its 80-quart bowl. Buy your mixer from a manufacturer that you can talk to directly at the time of purchase and anytime after! 877-764-9377, precisionmixers.com

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The Original Hazelnut Spread People around the world enjoy Nutella, the original hazelnut spread. Nutella’s versatility makes it an easy addition to pizzeria menus. Pizza makers can use it to create delicious pizzas, calzones and other menu items. Contact Nutella for recipes and more information. 410-268-0030 ext. 259, nutellafoodservice.com

PMQ Pizza Magazine The Pizza Industry’s Business Monthly

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THE PIZZA EXCHANGE BULLETIN BOARD YOUR ONE-STOP BAG SHOP • UNBEATABLE BAGS AT UNBEATABLE PRICES

CALL US TOLL FREE

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n o i t c a f s i t Saaranteed! gu MON-SAT: 9am-5pm

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Try our bags for 30 days and if you are not 100% satisfied return them and we will refund the purchase price of the bags.

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MONSTER PIZZA HOT BAG (Holds Four 16” or Three 18” Pizzas)

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Order online at www.deliverybagsdepot.com

January/February 2015 pmq.com

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THE PIZZAEXCHANGE EXCHANGE BULLETIN BOARD THE PIZZA BULLETIN BOARD

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THE PIZZA EXCHANGE BULLETIN BOARD Now available, from the creator of the

BEST PIZZA LINER in the World, our

Bakeable Trays & Delivery Bags!

IZ Z A IS W O R T H UR P Pizza Liner I T! O Y • Allows you to handle pizza with ease.

• Eliminates the cardboard taste.

• Absorbs grease and allows moisture to escape.

• Ensures a crisper crust every time.

• Keeps pizza 12-15 degrees warmer upon delivery.

Pizza Bags Bakeable Tray • With Revolutionary ADVANCED BAKE TECHNOLOGY! • Prevents oven drips & spills.

• Patented bi-directional bumps allow for air flow & moisture release resulting in even baking.

• Eliminates “soggy crust” centers.

• Unsurpassed quality, durability, workmanship & performance!

• 3 wide Velcro strips for secure closure everytime.

• 600 denier heavy duty stain resistant imitation nylon.

• 210 PU coated lining ~ won’t crack or peel!

800.783.5343 • PerfectCrust.com

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THE PIZZA EXCHANGE BULLETIN BOARD

“

“

Your most unhappy customers are your greatest source of learning.

BILL GATES

Teach your crew how to turn mistakes into opportunities to impress the customer with online CUSTOMER SERVICE and MARKETING training for your store.

Low cost, on-line, testable, trackable, reportable training for every member of your team.

pizzaskool .com

Call 517.395.4765 or Visit pizzaskool.com/demo to see how it works!

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THE PIZZA EXCHANGE BULLETIN BOARD

L E T ’S

O ITALY! GO T

CALLING ALL PIZZA ACROBATS!

Join the U.S. Pizza Team on a trek through the food valley of Italy.

The U.S. Pizza Team will be returning to Parma, Italy for the 2015 World Pizza Championships, May 22nd-28th

SIGN UP NOW! The US Pizza Team will be holding Winter Acrobatic Trials at

NAPICS • Columbus, OH February 15 -16, 2015 Events will include largest dough stretch, fastest pie maker, fastest box folder and freestyle acrobatics.

Grand Prize is a spot on the US pizza team and a trip to Italy to compete in the World Pizza Championships in May 2015

After having won second place in Acrobatics last year, they are primed to bring home some gold.

Join the entourage for pizza, wine and beautiful Italian scenery.

For more information, contact Brian Hernandez at brian@pmq.com or 662-234-5481 x129.

For more information or to register for the competition please visit pmq.com/trials or contact Brian Hernandez at 662-234-5481 ext 129 or brian@pmq.com.

For more information about the team visit www.uspizzateam.com

TEAM GOLD SPONSORS TEAM GOLD SPONSORS

GRAIN CRAFT GRAIN CRAFT

TEAM SILVER SPONSORS

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TEAM SILVER SPONSORS

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ADVERTISER INDEX JANUARY/FEBRUARY 2015 Advertiser

Phone Website

Page

AM Manufacturing . . . . . . . . . . . . . . . . . . . . . . . 219-472-7272 . . . . . . . ammfg.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 30 American Baking Systems . . . . . . . . . . . . . . . . 319-373-5006 . . . . . . . abs1.net . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 63 Antimo Caputo . . . . . . . . . . . . . . . . . . . . . . . . . . 201-368-9197 . . . . . . orlandofoods.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 47 Bacio Cheese . . . . . . . . . . . . . . . . . . . . . . . . . . . 855-222-4685 . . . . . . baciocheese.com . . . . . . . . . . . . . . . . . . . . . . . . . 34, 35 Bay State Milling . . . . . . . . . . . . . . . . . . . . . . . . 800-553-5687 . . . . . . baystatemilling.com . . . . . . . . . . . . . . . . . . . . . . . . . . . 11 Bellissimo . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 800-813-2974 . . . . . . . bellissimofoods.com . . . . . . . . . . . . . . . . . . . . . . . . . . 21 Ciao . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 201-368-9197 . . . . . . orlandofoods.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 43 DeIorio’s . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 800-649-7612 . . . . . . . deiorios.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 33 Delivery Bags Depot . . . . . . . . . . . . . . . . . . . . . 844-HOT-BAGS . . . . . deliverybagsdepot.com . . . . . . . . . . . . . . . . . . . . . . . . 79 Delivery Bags USA . . . . . . . . . . . . . . . . . . . . . . 888-501-2247 . . . . . . deliverybagsusa.com . . . . . . . . . . . . . . . . . . . . . . . . . . 83 Doughmate . . . . . . . . . . . . . . . . . . . . . . . . . . . . 800-501-2458 . . . . . . doughmate.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 82 Escalon Premier Brands . . . . . . . . . . . . . . . . . . 888-ESCALON . . . . . . escalon.net . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Cover 3 EZ Dine . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 877-853-1263 . . . . . . ezdinepos.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 80 Fontanini . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 800-331-MEAT . . . . . . fontanini.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 31 Forno Bravo . . . . . . . . . . . . . . . . . . . . . . . . . . . . 800-407-5119 . . . . . . . fornobravo.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 50 Galbani . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . galbanipro.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 41 Globe Food Equipment . . . . . . . . . . . . . . . . . . . 800-347-5423 . . . . . . . globefoodequip.com . . . . . . . . . . . . . . . . . . . . . . . . . S5 GMA Research . . . . . . . . . . . . . . . . . . . . . . . . . . 425-460-8800 . . . . . . gmaresearch.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 61 Grain Craft . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 423-265-2313 . . . . . . graincraft.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 29 Grande Cheese . . . . . . . . . . . . . . . . . . . . . . . . . 800-8-GRANDE . . . . . grandecheese.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3 Great Gazebo . . . . . . . . . . . . . . . . . . . . . . . . . . . 800-962-2767 . . . . . . . greatgazebo.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 63 HTH . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 800-321-1850 . . . . . . hthsigns.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 82 La Nova . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 716-881-3366 . . . . . . lanova.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Cover 4 Liguria. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 515-332-4121 . . . . . . liguriafoods.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 49 Lloyd Pans . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 800-748-6251 . . . . . . . lloydpans.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 81 MF&B Restaurant Systems . . . . . . . . . . . . . . . 888-480-EDGE . . . . . edgeovens.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 57 Marsal & Sons . . . . . . . . . . . . . . . . . . . . . . . . . . 631-226-6688 . . . . . . marsalsons.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 66 Microworks . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 800-787-2068 . . . . . . . microworks.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9 Middleby Marshall . . . . . . . . . . . . . . . . . . . . . . . 877-34-OVENS . . . . . . wowoven.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7 Moving Targets . . . . . . . . . . . . . . . . . . . . . . . . . . 800-926-2451 . . . . . . movingtargets.com . . . . . . . . . . . . . . . . . . . . . . . . . . . 19 NAPICS . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . napics.com . . . . . . . . . . . . . . . . . . . . . . . . . . . 51, S8, S9 Nutella Food Service . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . nutellafoodservice.com . . . . . . . . . . . . . . . . . . . . . . . . 39 Our Town America . . . . . . . . . . . . . . . . . . . . . . . 800-497-8360 . . . . . . ourtownamerica.com . . . . . . . . . . . . . . . . . . . . . . . S6, S7 Perfect Crust . . . . . . . . . . . . . . . . . . . . . . . . . . . 800-783-5343 . . . . . . perfectcrust.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 81 PDQ POS . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 877-968-6430 . . . . . . . pdqpos.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 25 Pizza Skool . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 517-395-4765 . . . . . . . traintogreatness.com . . . . . . . . . . . . . . . . . . . . . . . . . . 82 Pizza Solutions . . . . . . . . . . . . . . . . . . . . . . . . . . 855-289-6836 . . . . . . pizzasolution.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 15 Pizza Trucks of Canada . . . . . . . . . . . . . . . . . . 204-853-7770 . . . . . . . pizzatrucksofcanada.com . . . . . . . . . . . . . . . . . . . . . . . 83 Precision Mixers . . . . . . . . . . . . . . . . . . . . . . . . . 877-764-9377 . . . . . . . pizzamixers.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 67 PreGel AMERICA . . . . . . . . . . . . . . . . . . . . . . . . 704-707-0300 . . . . . . . pregelamerica.com . . . . . . . . . . . . . . . . . . . . S2, S3, S4 RockTenn . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 816-415-7359 . . . . . . . rocktenn.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 17 Somerset Industries . . . . . . . . . . . . . . . . . . . . . 978-667-3355 . . . . . . . smrset.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 55 Stanislaus . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 800-327-7201 . . . . . . . stanislaus.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4, 5 Sunray Printing Solutions . . . . . . . . . . . . . . . . 320-492-3017 . . . . . . sunrayprinting.com . . . . . . . . . . . . . . . . . . . . . . . . . . . 68 Takeout Printing . . . . . . . . . . . . . . . . . . . . . . . . . 845-564-2609 . . . . . . takeoutprinting.com . . . . . . . . . . . . . . . . . . . . . . . . . . . 81 The Menu Express . . . . . . . . . . . . . . . . . . . . . . . 877-250-2819 . . . . . . . themenuexpress.com . . . . . . . . . . . . . . . . . . . . . . . . . . 79 Univex . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 800-258-6358 . . . . . . univexcorp.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 40 Varimixer . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 800-222-1138 . . . . . . varimixer.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . Cover 2 XLT Ovens . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 888-443-2751 . . . . . . xltovens.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 13 Zagistics . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . zagistics.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 83 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

BAKING SCHOOLS

For more information call (888)-761-3281, or scan the QR

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

CHEESE

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

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

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

CRUST

817.299.4500 sales@BreakawayPOS.com www.BreakawayPOS.com All The Tech Your Pizzeria Needs Tablet and Traditional Point-of-Sale • Integrated online & smartphone ordering •

CUSTOMER LOYALTY

Self Serve Kiosk ordering • Automated customer loyalty marketing •

800.750.3947

CALL FOR A DEMO TODAY!

www.granburyrs.com

Incredible Affordable Pizza POS! $

CUTTING BOARDS - EQUAL SLICE

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 www.pointofsuccess.com

DESSERTS

DOUGH

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THE PIZZA EXCHANGE PIZZA INDUSTRY RESOURCE GUIDE DOUGH CONT.

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

DOUGH PRESSES, ROLLERS

800.835.0606 ext. 205 | www.doughxpress.com

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

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

FLOUR

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THE PIZZA EXCHANGE PIZZA INDUSTRY RESOURCE GUIDE FLOUR CONT.

FRANCHISING Should You Franchise Your Restaurant?

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

®

FRANCHISE CONSULTANTS

708-957-2300 • www.ifranchisegroup.com

GARLIC SPREAD Full line of Flour: Pizza, Pasta, Bread, Pastries, Gluten Free, & Whole Grains Imported Exclusively by: Manzo Food Sales, Inc. Tel. (305) 406-2747.........www.manzofood.com

• Made with 100% Pure italian Pecorino roMano • cho hoPPed natural garlic • Butter Blend • whiPPed By design softens quicker & sPreads easier

For recipes and availability in your area visit

FOOD DISTRIBUTORS

www.mgspread.com • zazzmar@aol.com 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

™

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

FINANCING

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THE PIZZA EXCHANGE PIZZA INDUSTRY RESOURCE GUIDE MACHINERY/OVENS/EQUIPMENT

MACHINERY/OVENS/EQUIPMENT

MIDDLEBY MARSHALL

OVENS MIXERS

RANDELL

PREP TABLES

AMERICAN RANGE

WALK-INS

SOMERSET

PARTS SMALLWARES

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1-800-426-0323

www.northernpizza.com

IMPERIAL

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TE TODAY

THE PIZZA EXCHANGE PIZZA INDUSTRY RESOURCE GUIDE MAGNETS

MARKETING IDEAS CONT.

MAGNETS 7.9¢ ea.

MANAGEMENT

• Business Card Magnet • Pizza Slice Magnet

ing C ring Cater Dine In•Carryout•Cate

• Free Design Work

on St. isson 2503B N. Harris 6 16 7-161 207-16 Arlington, VA 2220

• 2,000 minimum

0 200 020 703-237-0

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

MEAT TOPPINGS

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

800-521-4773

BURKE CORPORATION ...................................................................................... www.BurkeCorp.com Beef & Pork Pizza Toppings, Italian & Breakfast Sausage, Meatballs and Specialty Fully Cooked Meats

www.magneticattracations.com/BCM

Contact:Jamie Reynolds..................Sales_Info@BurkeCorp.com............................. 800.654.1152

INSTANT ONLINE PRICING

CLICK TO VIEW PRICING

MAILING SERVICES

GET ONLINE PRICING

ONLINE PRICE QUOTE

INSTANT ONLINE PRICE QUOTE

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.

AFFORDABLE

PRINT & DIRECT MAIL

No Money Down, Pay Weekly on All Mailings!

TODARINI FOODS.................. ..Featuring Italian ChickenTM & Sicilian ChickenTM Pizza Toppings www.todarinifoods.com ........................................................................................ 855-279-6977

(888) 915-8369 www.GetMailshark.com

MENus • MAGNETs • PosTCARDs • sCRATCh-offs • DooR hANGERs • Box ToPPERs • NEW MovERs

MARKETING IDEAS

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

Precision HD-60 Pizza Mixer 7-Year Unconditional Parts Warranty on all gears and shafts in the planetary and transmission!

Holdsbowl! art 80-qundles a Ha . bag 50 lb our! of fl

www.pizzamixers.com • 1-877-R-MIXERS

60 QUART—HEAVY HEAVY DUTY

Pizza Mixer

Handles 50 lb. bag of flour • Direct gear drive transmission Rigid cast iron construction • Best warranty in its class

Globe Food Equipment Co. | www.globefoodequip.com

Mixing, Dividing, Rounding, and Spinning www.univexcorp.com Tel. 800-258-6358 Fax. 603-893-1249

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THE PIZZA EXCHANGE PIZZA INDUSTRY RESOURCE GUIDE MOBILE CATERING TRUCKS/UNITS

ONLINE ORDERING

MOISTURE-ABSORBENT TOPPINGS CONDITIONER/SUPPLIES

PIZZA BOXES

CUSTOM DIGITAL PRINT PIZZA BOXES Newmethodpackaging.com • 937-324-3838

OLIVES

ON HOLD MARKETING

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THE PIZZA EXCHANGE PIZZA INDUSTRY RESOURCE GUIDE PIZZA DELIVERY THERMAL BAGS

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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 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

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THE PIZZA EXCHANGE PIZZA INDUSTRY RESOURCE GUIDE PIZZA PREP TABLES

PIZZA OVENS CONT.

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TE TODAY

THE PIZZA EXCHANGE PIZZA INDUSTRY RESOURCE GUIDE PIZZA SUPPLIES CONT.

REFRIGERATION

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THE PIZZA EXCHANGE PIZZA INDUSTRY RESOURCE GUIDE SPICE FORMULATION, BLENDING & PACKAGING CONT.

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PIZZA HALL OF FAME pizzahalloffame.com

Broadway Pizza This Twin Cities icon strikes an amazing balance between heritage, modernity and innovation.

By Tracy Morin

(Left to right) The original Broadway Pizza, shown here in 1975, began as a bar in 1953; a caboose became the landmark announcing Broadway Pizza after its relocation in the ‘70s; Eddie Peck purchased Broadway Pizza in 1961 and directed the business for nearly 30 years.

A

fter Italian immigrant John Spallacci opened a bar in Minneapolis in 1953, he decided to cook up a little finger food for hungry patrons—and what better pick than pizza? Eddie Peck bought the operation (and the now-beloved cracker-crust pizza recipe) in 1961 and wisely continued the tradition, jostling between a little make area in the front window, an undersized oven and ravenous bar-goers. To serve the growing crowds, Peck enlisted his wife and mother to whip up sauces and dough as he churned out handmade sausage. “They gained a reputation as a place to stop for pizza and a beer; word spread, and the place was bursting at the seams,” recounts Jim Kruizenga, current president and CEO of Broadway Pizza (broadwaypizza.com). “When the I-94 was built in the early '70s, they moved two blocks down to a beautiful property overlooking the Mississippi—and that move pushed them to expand.”

By the time Peck was ready for retirement in 1990, Kruizenga, a former supper club operator, jumped at the chance to own a piece of the pizzeria he'd personally enjoyed for so many years. Since then, he has raised Broadway to new heights, growing it from only a few locations 25 years ago to 18 today in the Twin Cities area. The pizzeria is now known for its lively full-service bars, family-friendly

dining environment and diverse menu (Kruizenga added deep-dish, hand-tossed, build-your-own sandwiches, and gluten-free options over the years). But its iconic reputation still relies on Spallacci's cracker-thin pies. “Longevity has its merits, and we really embraced our heritage while building a more expansive concept,” Kruizenga says. “Hearing the phenomenal stories people share about coming here for decades—it's just amazing how Broadway Pizza has interacted in so many people's lives.”

Kruizenga sees further expansion in his future. Last June, he opened a fast-casual Broadway Pizza concept, including full bar and restaurant, in Garrison, Minnesota— but with a twist: There's a Burger King under the same roof (the only co-branded concept BK has ever approved, he notes). And after considerable early success, a couple more are already in the works. “There's always pressure to be amazing, but though we evolve and embrace some new things, we continue to be successful and able to grow because we refuse to abandon our roots,” asserts Kruizenga. “We take our time; we're just little guys, and we’re not trying to be that 100-restaurant chain. 'Blocking and tackling' is my mantra. It's not about doing one thing correctly, but everything possible. That's what it takes to be successful.”

E

An

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Links to Extra Content Featured Video: PMQ Biz Tip: Tom “The Dough Doctor” Lehmann offers a quick tip for mixing and prepping your pizza dough more efficiently.

Featured Video: Cooking with PMQ: Featuring Tom “The Dough Doctor” Lehmann’s classic pizza dough recipe.

Featured Video: Pizza 360: Interview with New York blogger Jason Feirman of “I Dream of Pizza”

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