PMQ Pizza Magazine April 2015 by PMQ Pizza Magazine

APRIL 2015 | WWW.PMQ.COM

Family Matters Grabbing Your Share

of an $83 Billion Market PAGE 38

5 Tips for Fantastic Finger Foods PAGE 46

How to Create a Pizza Box That Rocks PAGE 54

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RECENTLY ON PIZZATV.COM Pizza and Craft Beer Dinner— Metro Pizza, Las Vegas Follow PizzaTV to Las Vegas for a special event with John Arena of Metro Pizza. A beer-and-pizza pairing extravaganza took place for one night only, featuring pies from the Mama Napoli Pizza food truck paired with special beers by Wasatch Brewery in Park City, Utah. Learn more about how to create a fun event like this at your own pizzeria.

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WHY INTEGRATION IS SO IMPORTANT TO YOUR PIZZERIA If you have several systems working independently of each other (i.e., one person handling email, another doing social media and yet another creating your marketing materials), your marketing message can become diluted and unfocused. Learn how to use integration to connect the dots via your POS system.

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PIZZERIAS SHARE TIPS FOR SUCCESSFUL SOCIAL MEDIA Not everyone in the pizza industry loves social media, but most agree that it’s a marketing must. After visiting popular pizzerias around Ohio in February, PMQ social media director Melanie Addington shares some tips on best practices for sites such as Facebook and Twitter. FIGHTING TEMPTATION ON THE ROAD Less than a month into his diet, PMQ test chef Brian Hernandez takes a road trip to Columbus, Ohio, and must resist temptation everywhere he goes—ice cream at NAPICS, burgers at White Castle and ribeyes from Mitchell’s Steakhouse. But Brian’s making progress—his arms don’t jiggle anymore when he waves.

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SWEDEN IS REINVENTING PIZZA MAKING COMPETITIONS When the Swedish Pizza Federation calls up, you’d better answer. Missy Green did exactly that and ended up learning some new tricks at the innovative Swedish Grand Prix pizza making competition in Gothenburg, Sweden. She also taught dough spinning techniques to a man dressed like a cow, but that’s another story!

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PMQ Pizza Magazine The Pizza Industry’s Business Monthly

PMQ PIZZA

Contents

MAGAZINE | April 2015 | Volum e 19, Issue

APRIL 2015

| WWW.PMQ .COM

ON THE COVER

Family Values The Pizza

Mom, Dad and the kids are dinFamil Matt y ing out less, but 84% of parents Grabbing Youers of an $83 Bil r Share lion Market say they’re more likely to visit a restaurant with a family-friendly environment. Learn how to make your pizzeria a home away from home for this $83 billion-a-year demographic. By Tracy Morin Industry’s

Busine

ss Month

5 Tips for Finger FoodsFantastic

ly | PMQ.c

PAGE 46

PAG E 38

How to Cre a Pizza Boxate that Rocks

PAGE 54

FEATURES

NEW SOUTH PIZZA,

Marketing Marvels: Master Pizza Since taking over this Cleveland operation, owner Michael LaMarca has grown it to six locations using direct mail and other time-tested marketing programs. By Liz Barrett

Finger Lickin’ Good Employ these five creative tips to transform ho-hum finger foods into must-have lip-smackers. By Tracy Morin

The Art of Box Marketing It’s the one marketing piece every customer loves to receive. Follow these seven smart suggestions to unleash the full moneymaking potential of your pizza box. By Liz Barrett

60 OLD CHICAGO PIZZA AND TAPROOM

Getting On the App Track When done correctly, a mobile app can become a pivotal part of the ordering process for your customers—and help you sell a lot more pizza. By Paul Glomski

46 66

Love at First Bite More pizzerias are marketing their services to wedding parties, offering pizza as a reasonably priced—and universally popular—alternative to high-end menus. By Andy Knef

72 CHRISTOPHER KING/MELVILLE HOUSE PUBLISHING

PMQ Pizza Magazine The Pizza Industry’s Business Monthly

Feeling Fancy The PMQ staff scouted out the 2015 Winter Fancy Food Show in San Francisco and reported back on the F&B products that created a buzz.

DEPARTMENTS

In Lehmann’s Terms: Adding Yeast to Your Dough Mix Tom “The Dough Doctor” Lehmann takes a deeper look at an essential but sometimes misunderstood pizza ingredient.

New York’s Finest: Gnocchetti Enicina Chef Santo Bruno returns from a trip to Palermo with an easy-tomake recipe developed with his brother.

Accounting for Your Money: Watch Out for Letters From the IRS If the IRS or any taxing agency contacts you about a suspected violation or inconsistency, open the letter and act immediately!

Marketing Maven: Developing a Successful PR Campaign By contracting with a local PR professional or firm, you can move beyond word-of-mouth and gain invaluable exposure for your pizzeria.

Sherlyn’s Picks PMQ’s circulation manager Sherlyn Curry keeps her eye on the pizza industry’s true innovators and trendsetters: our subscribers.

Recipe of the Month: Red, White and Blue Pizza Think with your sweet tooth and use this recipe from Nutella to create an insanely delicious specialty dessert pizza.

NUTELLA

Pizza Hall of Fame: La Casa Pizzaria A fixture in Omaha, Nebraska, since 1953, this family-owned business offers health insurance, tuition assistance and systematized training to retain top employees.

Click here for featured video: Cooking with PMQ: Test chef Brian Hernandez walks you through the steps of making and marketing the perfect finger food: spinach artichoke bites. Click here for featured video: Spotlight on Pizzerias and Pizzaiolos: Michael LaMarca, owner of Master Pizza, shares some of his best moneymaking promotions. Click here for featured video: Follow PizzaTV to Las Vegas for a special beer-and-pizza pairing extravaganza hosted by John Arena of Metro Pizza.

PMQ Pizza Magazine The Pizza Industry’s Business Monthly

IN EVERY ISSUE 6

Online at PMQ.com

Product Spotlight

From the Editor

Advertiser Index

From the Inbox

Moneymakers

Pizza Industry Resource Guide

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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 .

Is It Time to Overhaul Your Stone Age Website?

spend a good bit of time online, checking out pizzeria websites and social media pages, and sometimes I get deeply discouraged. Online marketing is essential to success in the restaurant business, yet I see so many pizzeria operators handling it poorly. Worse, some still don’t have a website or a social media presence at all. That’s like refusing to invest in signage for your shop—how are potential customers supposed to find you if you don’t even tell them you’re there? A lousy website is better than no website at all, but just barely. I see too many pizzeria websites that seem to have been thrown together as an afterthought—text-heavy, no photographs, no branding, blocky and boring and utterly forgettable. I came across one site that devotes inordinate space to promoting its various flavors of Red Bull while a link to the menu is hidden away in tiny text at the top of the screen. No logo, no mouthwatering food pictures—just a bunch of verbiage and, inexplicably, a great big Red Bull ad. I’m not saying restaurants with bad websites will fail. Many are firmly established in their communities and thrive on old-school marketing techniques. But if your pizzeria struggles to attract new customers, if your sales remain stagnant no matter how many coupons you mail out, you should take a second look at your online marketing strategy. Hire a professional designer with a proven track record to overhaul your Stone Age website and assign a staffer to update the site regularly with new specials, menu items and promotions. Take a closer look at your Facebook page, too. Are you engaging with your followers or just promoting your specials? If it’s the latter, you are boring your fans to tears—and squandering a moneymaking opportunity. Keep paying short shrift to the Web, and you shouldn’t be surprised if that megachain down the street steals away your customers. Learn how to do online marketing right, and you can get right back in the game!

Rick Hynum Editor-in-chief PMQ Pizza Magazine

VOLUME 19, ISSUE 3 APRIL 2015 PUBLISHER Steve Green, sg@pmq.com ext. 123 CO-PUBLISHER Linda Green, linda@pmq.com ext. 121 EDITOR-IN-CHIEF Rick Hynum, rick@pmq.com ext. 130 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 ext. 134 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 TEST CHEF/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 Bruno, Tom Feltenstein, Tom Lehmann, Joey Todaro, Ed Zimmerman CONTRIBUTORS Chef Santo Bruno, Linda Duke, Paul Glomski, Tom Lehmann, Michael J. Rasmussen

PMQ PIZZA MAGAZINE | April 2015 | Volume 19, Issue 3

PMQ PIZZA MAGAZINE APRIL 2015 | WWW.PMQ.COM

ON THE COVER:

The Pizza Industry’s Business Monthly | PMQ.com

Family Matters Grabbing Your Share

of an $83 Billion Market PAGE 38

5 Tips for Fantastic Finger Foods PAGE 46

How to Create a Pizza Box that Rocks PAGE 54

Smart pizzeria operators know that children like Jane Reeves and Evelyn, twin daughters of Jay and Wendy Carmean of Oxford, Mississippi, have influence over family dining decisions. Don’t miss this month’s cover story, starting on page 38, to learn how to make kids and parents alike feel especially welcome at your restaurant.

PMQ Pizza Magazine The Pizza Industry’s Business Monthly

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.

FROM THE INBOX ARE GMOS TO BLAME FOR CELIAC DISEASE? All of a sudden, everyone now has celiac disease. Can you think of anyone who had this problem just a few years ago? Since I am strongly against GMO products, I’ve started my own conspiracy theory that GMO wheat is to blame. Is this based on any scientific study? No, but it fits in with my prejudices against GMOs. I think it might be interesting for PMQ to run an article or two encouraging pizzerias to switch to non-GMO products as a benefit to their customers. David Kaye Via email

FROM DELIVERY CAR TO MAN IN CHARGE I own a small restaurant in International Falls, Minnesota. Working for this restaurant is the first and only job that I’ve ever had. I started here as a delivery driver at age 16, and I’m now the owner at age 42. A lot went on in between that I’d love to share with your readers. A local magazine recently did an article on my family and me, but I’m hoping to make it into your well-known magazine and to give our little community some well-deserved exposure. I’ve included the local magazine for your review and hope you’ll find some interest in it. Thank you. Troy Fish Giovanni’s International Falls, MN It’s always great to hear from our friends in America’s heartland, Troy. We will be reaching out to you soon and look forward to the conversation!

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PMQ Pizza Magazine The Pizza Industry’s Business Monthly

That’s an interesting theory, David. For the record, GMO wheat is not currently approved for sale or commercial production in the United States. Although genetically engineered wheat has been detected in fields in Oregon and Montana, the U.S. Department of Agriculture has stated that these are isolated incidents.

E W F F U ST

thing, itor-in-chief, has a ed ’s Q PM , m nu Hy Rick r Pizza memes. Red Tracto er ev cl r fo s, em se it man, an pizzeria in Boze tis ar an ), m co a. zz (redtractorpi wner Adam with this one. Co-o e ey s hi ht ug ca , Montana iPhone and e at home with his ag im e th ot sh ne io Pacc to promote Red ram and Facebook ag st In on it ed st po livery service. Tractor’s evening de

IN LEHMANN’S TERMS

Adding Yeast to Your Dough Mix The type of yeast that you use— whether fresh, instant dry or active dry—makes a difference in the mixing process. By Tom Lehmann 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 A

What’s the best way to add yeast during the dough mixing process?

Lately I’ve been getting a lot of questions about the basics of dough production. In the coming months, I plan to address many of these questions, one at a time, in this space. Yeast is an essential but sometimes misunderstood ingredient, so let’s start here. The type of yeast that you’re using for your dough mix makes a difference. Compressed or fresh yeast can be crumbled onto the flour—it does not need to be suspended in the water. Instant dry yeast (IDY) is best added without prehydrating. To do this, just add it in dry form directly to the flour in the mixing bowl. Active dry yeast (ADY), on the other hand, needs to be prehydrated first. Simply place the ADY into a small quantity of warm water (100°F), stir the liquid to create suspension, and allow it to hydrate until the slurry begins

PMQ Pizza Magazine The Pizza Industry’s Business Monthly

to develop bubbles on the surface. The hydrated yeast suspension can then be added to the dough water in the mixing bowl, or it can be poured onto the flour in the mixing bowl. If you use a high-speed mixer—such as a vertical cutter mixer—the process will be a little different. Due to the very short mixing time, I recommend that you make a suspension of the yeast, regardless of the type of yeast being used. The compressed yeast should be put into the dough water and stirred until the yeast is completely suspended in the water. ADY will already be suspended, so there is no need to do anything different with it. The IDY will need to be hydrated. To do this, place the IDY into a small quantity of warm water (95°F) and stir to suspend, then set aside to hydrate/activate. Once you see bubbles beginning to form on the surface of the yeast suspension, it can be added to the mixing bowl in the same manner as ADY.

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NEW YORK’S FINEST

Gnocchetti Enicina A visit with his brother in Palermo inspires Chef Bruno’s latest easyto-make dish. By Chef Santo Bruno

ello, readers! I recently made a trip to Italy and visited my family in Palermo. What a beautiful city! My brother is a master chef there and also teaches culinary classes. We had a wonderful visit, and we put our heads together while I was there and made this special dish. It’s a very simple and easy-tomake dish called Gnocchetti Enicina. I thought it was delicious—I liked it so much that I knew I wanted to share it with my American friends and PMQ readers. Gnocchetti is a pasta shell with a curved shape and ridges on its outer surface. It’s a smaller version of gnocchi pasta, and it’s usually associated with the region of Sardinia in Italy. I hope all of you enjoy this dish as much as my brother and I did. Mangia!

Chef Bruno is PMQ’s culinary advisor, with more than 50 years of international pizza experience. He is the corporate chef for Marsal & Sons and the culinary coach of the U.S. Pizza Team.

PMQ Pizza Magazine The Pizza Industry’s Business Monthly

INGREDIENTS: ¾ oz. gnocchetti 3 garlic cloves 6 fresh basil leaves 20 almonds Caciocavallo cheese, grated (as desired) Olive oil, salt and pepper to taste DIRECTIONS: Boil gnocchetti in a pot. Meanwhile, put all of the other ingredients into a mortar and mash them into a creamy mixture. Once the gnocchetti is done, pour mixture on top, stir together and serve.

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ACCOUNTING FOR MONEY

Watch Out for Letters From the IRS Lost or ignored correspondence from federal or state taxing agencies could lead to an audit. By Mike Rasmussen

I’m worried that important correspondence from the IRS may not be making it to my desk. What should I do?

Underreporting your income will get you into serious trouble, so once the IRS contacts you about a suspected violation, you need to act quickly. I know of a recent case in which the IRS sent a letter about this very problem to a restaurant owner. For some reason, the letter never made it to the owner’s desk. His CPA knew nothing about it, either, so no response was given. IRS officials don’t like it when you ignore their letters. The resulting mess sent the operator into a financial tailspin! Keep in mind that the IRS has ramped up its efforts to catch business owners who underreport their income. If you own a cash business, such as a restaurant, your risk of being investigated by the IRS is higher than you might realize. With that in mind, always make sure your address is listed correctly on your tax returns and on your Schedule C. Make sure that all relevant mail is brought directly to you. Staff should be trained to look out for important mail from the 20

PMQ Pizza Magazine The Pizza Industry’s Business Monthly

IRS or the state taxing agency and pass it on to you. And you should forward any such correspondence to your accountant immediately. Don’t ignore anything. Finally, make sure that your accountant has identified and reported all income that should be reported to the IRS or the state. Take the time to personally review all tax returns bearing your signature—ultimately, it’s your responsibility. Your signature on a tax return essentially constitutes a legally binding promise to the government that the information on the return is accurate and that you’ve reported all required income.

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.

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 weâ&#x20AC;&#x2122;ll be happy to assist you.

MARKETING MAVEN

Developing a Successful PR Campaign Hiring a public relations professional could be the next big step in marketing your pizzeria to a wider audience. By Linda Duke

here was once a time when a good reputation alone—spread by word-of-mouth—was enough to ensure a pizzeria’s success, but those days are long gone. There’s too much competition and too many restaurants clamoring for consumers’ attention. Unfortunately, most pizzeria operators, particularly independents, don’t have the time or the skill sets to manage a successful public relations campaign. For many, the solution is to hire a public relations professional. Depending on their budgets, some operators may hire an agency, but most will want to contract with a local public relations professional who has strong media connections and a proven track record. If you think the time is right to add this new voice to your operation, here are some questions to ponder: Linda Duke is the CEO of Duke Marketing and author of Recipes for Restaurateurs (marketingcookbook.com), a “cookbook” of marketing ideas for restaurant owners, as well as The LSM Diet: Improve Your Bottom Line, Not Your Waistline (lsmdiet.com), a self-help guide to local store marketing. She publishes a quarterly industry resource, Restaurant Marketing Magazine, and an educational program, LSM-U, Local Store Marketing University. Find out more at dukemarketing.com.

PMQ Pizza Magazine The Pizza Industry’s Business Monthly

What is your PR objective? What is most important to your bottom line? Obviously, you want to increase your pizzeria’s profits, but what else is important to you? Higher visibility? A repositioning strategy? Greater brand recognition? A higher profile for your chef? A carefully crafted PR campaign will raise both media and consumer awareness of your pizzeria, but you’ll need to determine exactly what you want to accomplish before you hire a PR professional. Do you have the time to work with your PR professional? Be prepared to work closely with this person. If you don’t have the time yourself, assign a member of your team to be the contact and provide the PR person with guidance, information and feedback. Your PR operative needs up-to-date information about new specialty pizzas, upcoming promotions or events, and anything else you want to publicize. Don’t leave this person in the dark! Does your PR pro know the restaurant industry? Do your research to make sure your PR pro knows how to position your establishment as a premier restaurant in your area. He needs to be able to speak your language when dealing with local food critics, reporters and bloggers. If

he doesnâ&#x20AC;&#x2122;t know what heâ&#x20AC;&#x2122;s talking about, theyâ&#x20AC;&#x2122;ll catch on quickly, and your reputation will suffer. What are your strongest selling points? Develop a list of the key points you want to communicate to your audience, then prioritize them and work with your PR pro to make sure you get optimal results in your campaign. For example, if youâ&#x20AC;&#x2122;ve got a killer menu with pizzas or dishes that have won local, regional or national awards or competitions, thatâ&#x20AC;&#x2122;s a great hook. If your chef is a charismatic and engaging person, put him in the spotlight. If you have a fantastic craft beer menu, let your PR professional help you get the word out! Which publications should you target? Obviously, a local real estate publication isnâ&#x20AC;&#x2122;t for you. Target publications with a strong entertainment focus or food section and make a list of reporters and editors who may be interested in your concept. For example, a great review by a local food critic can provide an incredible boost in sales. To get your restaurant reviewed, you need to invite the food

Obviously, a local real estate publication isnâ&#x20AC;&#x2122;t for you. Target publications with a strong entertainment focus or food section and make a list of reporters and editors who may be interested in your concept.

critic in. Have your PR representative make some calls or send emails to invite key writers and reporters to try your restaurant. To pique their interest, tell them about some of your signature menu items. They probably wonâ&#x20AC;&#x2122;t tell you when theyâ&#x20AC;&#x2122;re going to show up, but if your pitch is strong, they will come!

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April 2015 pmq.com

SHERLYN’S PICKS Sherlyn Curry, PMQ’s circulation manager, is often the first to spot new trends and concepts among our subscribers. Here, Sherlyn shines the spotlight on the true leaders and innovators of the industry..

Borgata Pizza Café borgatapizzacafe.com

Described by a food writer as a “hidden gem that doesn’t cut corners,” this independent Columbus, Ohio, pizzeria attracts a loyal crowd of locals with its crispy New Yorkstyle pies and starters like the Spicy Sausage Stuffed Peppers and wings served with a housemade pineapple-habanero barbecue sauce. Borgata’s menu has earned plenty of media attention, too: Columbus Monthly ranked it No. 7 in a list of the city’s top 25 pizzerias in 2013.

James Gang Pizza Factory jamesgangpizza.com

The James Gang Pizza Factory, owned by Charlie James, claims to serve the largest pizza in Lebanon, Oregon—the 26” Holy Cow, which comes with the customer’s choice of any three toppings. The pizzeria also boasts a game room with arcade games and a pool table, a banquet room, a salad bar, and a specialty pizza menu that features, among others, the Shish Kabob, a white-sauce pie with garlic, mushrooms, chicken, green peppers and tomatoes.

Joey D’s Chicago Style Eatery & Pizzeria joeydschicagostyleeatery.com

With three locations in Bradenton and Sarasota, Florida, Joey D’s specializes in Windy City cuisine, from stuffed and deep-dish pies to loaded hot dogs and Italian beef. Co-founded by Chicago transplants Bob and Maria Dennis, the shop was named for Bob’s brother, who was born with a rare, crippling disease called Cockayne syndrome. With a life expectancy of 12 years, Joey defied medical science, playing hockey and living a full life until the age of 32.

Chicago Dough Company chicagodough.com

Located in downtown Salem, Massachusetts, this well-rounded, single-unit operation offers delivery, catering services, logoed T-shirts, refillable travel cups, and a kids menu called the Fire Chief Junior menu. Engine House even caught the eye of indie film director Rob Zombie, who shot a scene there for his 2012 film, The Lords of Salem. Opened in 1979, the store recently changed owners as Paul Moore and Brad Cipperly took over operations last fall.

Want to be featured in this section? To be considered, subscribe or renew your subscription at pmq.com/subscribe and email Sherlyn at sherlyn@pmq.com. 24

PMQ Pizza Magazine The Pizza Industry’s Business Monthly

MONEYMAKERS

RALPH ARVE

Iggy Azalea complained on Twitter recently after a Papa John’s (papajohns.com) delivery man gave her private number to a fan, who promptly sent the hip-hop star a text. Posting a screenshot of the text, Azalea tweeted, “@PapaJohns was my favorite pizza but the drivers they use give out our personal phone number to their family members.” The chain tweeted a tongue-in-cheek apology—“We should have known better…Please don’t bounce us”—that played on lyrics from Azalea’s songs, but the rapper was not amused or appeased. “I don’t think data breach is funny,” she tweeted back. “I expect you to contact me to explain how you are going to rectify your breach… of my personal information in a satisfactory and professional way or [a] lawsuit will be filed.” Papa John’s later said it had taken “appropriate disciplinary action” against the driver.

SE N

Don’t Mess With Iggy Azalea

Rapper Iggy Azalea slammed Papa John’s on Twitter after a delivery driver gave her private number to a fan.

Making Snow Days Even Better

As if snow days aren’t awesome enough, kids get free pizza at Telly’s Restaurant and Pizzeria when school is canceled due to bad weather.

Kids love snow days almost as much as they love pizza. Telly’s Restaurant and Pizzeria (tellysrestaurant.com), a neighborhood shop in Epping, New Hampshire, has been giving away free food to school-aged youths who come in with their parents on snow days. Whenever school was canceled due to bad weather this winter, Telly’s offered a free kids meal with every adult entrée.

Quick Tip 1: Can your marketing pass the Marshmallow Test? This was a psychology experiment in the 1960s that tested children’s ability to resist the urge for instant gratification. The same concept holds true in marketing, says Jay Siff, CEO of Moving Targets. Do you have the discipline to let a long-term marketing strategy work—or do you always need instant results?

PMQ Pizza Magazine The Pizza Industry’s Business Monthly

Co-owner and pizzaiolo Joel Mills opened the third Piesanos location in Gainesville last August.

Dinner and a Game at Piesanos

Piesanos Stone Fired Pizza (piesanostogo.com) in Gainesville, Florida, took customers out to the ball game for the University of Florida baseball team’s season opener in mid-February. For $50, Piesanos offered a $50 gift card plus two chairback seats to any game between the Gators and Rhode Island during a three-game home series. Piesanos also hosts the weekly Gator Hotline Show, featuring Florida coaches fielding questions from radio callers.

Oh, Lucky Dog!

Sometimes puppy chow just doesn’t hit the spot. This little pooch craved pizza, and an alert customer of Barro’s Pizza (barrospizza.com), a family-owned chain with 35 locations in Arizona, snapped a pic at the perfect time. Posted on Barro’s Facebook wall as a “Pizza Night” meme on Facebook in mid-February, the image racked up 193 likes and 16 shares. With a caption that read, “Who can argue with that face?”, this puppy-themed meme for Barro’s Pizza earned 193 likes on Facebook.

Pizza With the Stars The 10-store John’s Incredible Pizza Company (johnspizza.com) chain, with locations in California and Oregon, devised a simple but well-received social media promo around this year’s Academy Awards. On the Friday before the Oscars broadcast, customers were asked to post a Facebook comment naming the movie star they’d most like to hang out with at John’s. Entries went into a random drawing, and four winners were selected after the awards ceremony. The contest post drew 172 comments and 71 likes. Each winner received a $24.99 FunCard Special, good for credits on games and rides at the pizza chain.

Winners of a Facebook contest at John’s Incredible Pizza Company claimed prizes that could be redeemed for rides and games.

April 2015 pmq.com

Bonus Video Coverage: Michael LaMarca shares the secrets of his marketing success in “PMQ Spotlight on Master Pizza.”

M A R K E T I N G

M A R V E L S :

Master Pizza Direct mail and an online loyalty program called Pizza Points help create top-of-mind awareness for this fast-growing Cleveland operation. By Liz Barrett

ounded in 1955, Master Pizza (masterpizza.com) became a household name in Cleveland over the years, growing to 38 stores before the franchise split up; eventually, only the original store remained. However, since taking over the operation, owner Michael P. LaMarca has grown it to six locations in the greater Cleveland area, keeping the Master Pizza name on the map through the use of time-tested marketing programs and a focus on customer satisfaction. LaMarca shares some of Master Pizza’s best marketing ideas with PMQ here.

PMQ Pizza Magazine The Pizza Industry’s Business Monthly

PMQ: Tell us a little bit about the history of Master Pizza. Michael P. LaMarca: Master Pizza was started by Ken Petti in 1955 in a suburb of Cleveland, Ohio, called Mayfield Heights. In 1960, Petti and four other partners combined efforts and created the Master Pizza franchise. From 1965 to 1985, the group dominated the Cleveland pizza market and opened 38 stores across the greater Cleveland area. The group was running a franchise before there were any franchise laws and regulations. Around 1985, the franchise split up, and most of the stores fizzled out over time.

Master Pizza loves to give away pizza, mailing out free coupons to new residents or surprising unsuspecting locals with a free pizza delivery.

PMQ: What makes Master Pizza unique? LaMarca: We’ve been operating from the same location since 1955 and have held on to our values of serving a superior, fresh and quality-driven product where price is not the motivator. PMQ: What are a few of your most popular menu items? LaMarca: Some of our most popular menu items are our specialty pizzas, which include the Popeye, Three Little Pigs and Pepperoni Passion. Each of these pizzas has won awards and been featured on television, in newspapers and on the radio. I think when you have a nonpartisan judge or judges say your pizza stands out above others, it really goes far compared to an online contest. It’s a recipe for success when you win an award, get featured in the media and market your recent win. People are drawn to the new item of the day and want to be a part of its success. PMQ: What are the top three ways you market to new customers? LaMarca: Our marketing plan ensures that we get to potential new customers before anyone else. Our first approach is to offer a coupon for a free pizza in the mail when they move into the area. There are several programs that offer this kind of direct mail service, and I think it's worth every penny. A new resident or new potential customer will use the coupon eight out of 10 times. At minimum, new customers will walk through our door to claim their free pizza. It’s then up to us to retain them.

Our second opportunity comes after we have them in our shop and they’ve tried our product. We have to entice them with even more special offers, and that’s done through our website. We grant them access to exclusive coupons online if, and only if, they are a member and sign up with our site. Our third and final stage of acquiring new customers is sending our menu with attached coupons through a direct mail program. We typically send out 1,000 menus per week to local residents. We have seen 10% to 20% growth since we started the menu direct mailing program.

“We typically send out 1,000 menus per week to local residents. We have seen 10% to 20% growth since we started the menu direct mailing program.” — Michael LaMarca, Master Pizza

PMQ: How do you market to existing customers? LaMarca: The top three ways we market to our current customer base is through our Pizza Points customer loyalty program, social media and a direct focus on personal customer service. Pizza Points is a program we designed specifically for our website. It gives our customers a chance to win many different prizes just by ordering our pizza. April 2015 pmq.com

A successful loyalty program, online specials and tested coupons are just a few of the ways Master Pizza keeps customers coming back for more.

The customer must sign up on our website to participate, helping add customers to our email list. Each time a customer places an order with us, he receives a business card-sized flyer in his pizza box. Each card has a random alpha-numeric code that he inputs on our website. The code could be worth 5, 10, 25, 50, 75, 100 or 500 points, which can be used for prizes ranging from food to tickets to a sporting event. Customers can save their points and purchase multiple items or save up for a big-ticket item. We have had customers purchase a whole graduation catering event by saving their Pizza Points! Master Pizza currently has over 12,000 active users of the Pizza Points loyalty program. Master Pizza is very active on social media with Facebook, Twitter, Instagram, Vine, Pinterest and LinkedIn pages. We have built each page up by engaging regularly

“You need to look at every holiday, local event, sporting event and pop culture event as an opportunity to market your business. Marketing should provide your company a map of what’s to come, not a reflection of what you should’ve done.” —Michael LaMarca, Master Pizza 30

PMQ Pizza Magazine The Pizza Industry’s Business Monthly

but not overdoing it. We also have a Master Pizza MVP Text Club. Additionally, we post contests for free pizza on our Facebook and Twitter pages. A typical contest might read like this: “Win 2 FREE LARGE PIZZAS if you can correctly guess the score of today’s Cavs vs. Bulls game. Guess must be in before tipoff. Good luck, and go, Cavs!” We typically get a few hundred guesses and about 3,000-plus looks and reads. Finally, we believe that good, old-fashioned personal customer service is the best way to market to our current customer base. This is more important than any coupon, tweet, post or marketing tool you will ever use. There are several options between your customer’s home and your shop. If we are fortunate enough for them to walk through our door, we feel we should bend over backwards for them. For example, we try as often as possible to walk out the customer’s order to their car, especially if it is a larger order, without being asked. We stress developing relationships with all of our customers. We build relationships with our customers so that, when they are in need or something special happens in their lives, we are right there with them. PMQ: What has been your biggest marketing challenge over the years? How did you overcome it? LaMarca: My biggest marketing challenge has been learning when and how to market during certain times of the year and coming up with a yearly marketing plan. During the busy times of the year, our marketing focus

CMY

You’ll see new customers because of the variety. You’ll keep seeing them because of the quality.

Master Pizza owner Michael P. LaMarca thrives on marketing. Pizza eating contests on site and giveaways online attract the attention of Master Pizza fans near and far.

is based on getting our name and message out to the public. For example, we’ll run ads with minimal coupons or offers but state that we’ve won several awards. During the slower times of the year, we’ll be more aggressive with inserting offers in our marketing material while running our basic marketing plan, which includes direct mailers and online marketing. When you are approaching certain times of the year, you need to be aware of who you are marketing to. For example, in May, June and December, you should be pushing catering or some larger specials to offer for graduation and holiday parties. In late January or early February, your marketing should be directed to Super Bowl Sunday with large pizzas and wings on all ads. The only way to learn these trends is through experience. We’re all busy during certain times of the year, but the only way to gauge how to handle it is to go through it and adjust the following year. PMQ: Tell us about one of your most successful promotions and how it worked. LaMarca: The most successful promotion by far was when we offered $1 pizzas on our one-year anniversary at our second location. We posted it on the website and social media. We knew we were going to get hit, but we didn't expect to do over 1,400 pizzas! That town has only 4,500 residents. Our sales were already decent prior to the event, 32

PMQ Pizza Magazine The Pizza Industry’s Business Monthly

but afterward we immediately saw an increase in tickets per day and sales, and we built an immediate customer base. We didn’t worry so much that our food costs were a little more than the acceptable 30%— we looked at the whole event as an advertising expense. PMQ: How do you get involved with your local community? LaMarca: We believe that we need to be interwoven into our communities. We offer the city, churches and schools in our community special offers above and beyond our normal specials. We are heavily involved in the local Chamber of Commerce, and I serve on its board of directors. Members of our company volunteer to help with the annual golf outing and other events. We also set up stands and sell pizzas at the local fairs in our communities. It’s more than getting our product out to the residents; it’s our chance to introduce ourselves and start making personal connections. We also donate pizzas to fundraisers for student groups and local charities. We feel that giving back is an important part and a responsibility of doing business and improving your community. PMQ: Do you offer online ordering? LaMarca: Online ordering works very well for us. We’ve seen our online ordering business take off from about

“We’ve seen our online ordering business take off from about 2% to 3% of our daily sales to about 10% to 15%. Our average ticket online is about $4 to $5 higher on average. It also helps reduce the strain on our phone lines during the peak hours.” —Michael LaMarca, Master Pizza

2% to 3% of our daily sales to about 10% to 15%. Our average ticket online is about $4 to $5 higher, on average. It also helps reduce the strain on our phone lines during the peak hours. PMQ: Can you share some tips for those who are struggling with marketing their pizzeria? LaMarca: Look at marketing as an ocean—waves constantly coming in, with a big wave every so often. Marketing should have the same approach: constant waves and, once in a while, you need to make a big splash. I also suggest having an annual marketing plan to refer to. Don’t plan for Super Bowl Sunday the last week of

January; it should all be in place with minimal adjustments in November or December. You should have all the planning, ordering, scheduling and adjustments set at least a few weeks prior to the Super Bowl. Keep records of how things went and make adjustments for the upcoming year. You need to look at every holiday, local event, sporting event and pop culture event as an opportunity to market your business. Marketing should provide your company a map of what’s to come, not a reflection of what you should’ve done. Liz Barrett is PMQ’s editor at large and author of Pizza: A Slice of American History.

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April 2015 8/28/14 pmq.com3:53 PM33

RECIPE OF THE MONTH

Red, White and Blue Pizza Recipe and photo provided by Nutella

INGREDIENTS: 1 12” pizza base, prebaked 12 oz. hazelnut spread 4 oz. mixed red berries (strawberries, raspberries, cranberries, etc.) 4 oz. mixed dark berries (blackberries, blueberries, etc.) 2.2 oz. melted or shaved white chocolate INSTRUCTIONS: Distribute hazelnut spread over prebaked pizza base. Place the dark berries on the outside, and then place the red berries in a pile in the center. Drizzle or shave the white chocolate over the fruit. Serve warm.

Think With Your Sweet Tooth Dessert pizzas are easy to make—and even easier to make money on, considering the food costs are low and they can fetch a pretty penny on your dessert menu. Nutella has taken its place at the forefront of the movement, but there are other dessert pizza options to be explored, too. Just start thinking with your sweet tooth: A Washington, D.C. bakery, the Chocolate Crust (chocolatecrust.com), made headlines in the Washington Post for its unique Chocolate Crusted Pizza. The crust is prepared with a mix of white flour, dark chocolate and roasted coffee beans, while the toppings can range from blackberries and peaches to bacon and even pepperoni. Servers at Pizza Pie Café (pizzapiecafe.co), with locations in Idaho, Utah and Arizona, urge their guests to leave room for the company’s selection of seven delectable dessert pizzas, including the Oreo Dessert, featuring housemade cream cheese frosting, Oreo crumbs and a generous drizzle of caramel sauce. With stores in 19 states, BJ’s Restaurant and Brewhouse (bjsrestaurants.com) has perfected the “pizookie,” a combination pizza-cookie offered in seven styles and flavors, including the deliriously decadent Salted Caramel Pizookie, made with caramel cookie dough, almond toffee, pretzel bites and white and dark chocolate chips and topped with vanilla bean ice cream, caramel sauce and Ghirardelli dark chocolate chips.

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Be Inspired. Be Creative. Be Original. Red, White, and Blue Pizza made with Nutella®

People in more than 200 countries around the world enjoy Nutella®, the original hazelnut spread®.1 Be creative by adding Nutella® to your menu and offer your customers the brand they love. Now available in a variety of foodservice sizes. Use Nutella® to create unique and delicious pizzas and other creative items your customers are sure to love. ✓ Gluten free

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Nutella® Usage Guide Nutella® Information Guide Recipes Inspired by Nutella® Samples to inspire the imagination: - 6 Portion Control packs - 1 - 26.5 oz. Jar

Nutella Fun Facts Presentation Excludes 0.52 oz. Portion Control packs For new customers only. While supplies last.

©Ferrero 2014

Brixx Wood-Fired Pizza locations, such as this one in Huntersville, North Carolina, have been named “Best Family-Friendly Pizzeria” in various markets due in part to the company’s emphasis on keeping kids happy and entertained.

V NEW SOUTH PIZZA

PMQ Pizza Magazine The Pizza Industry’s Business Monthly

ANN-MARIE WYATT

FAMILY

VALUES Families with kids spend $83 billion per year in restaurants. Here’s how to capture—and retain—their business. By Tracy Morin

om, Dad and the kids aren’t dining out as often as they used to. But that doesn’t mean you should give up on earning their business. According to a December report from global information company The NPD Group, families with kids—a group that represents 32% of U.S. households and $83.7 billion of total restaurant sales—made 1 billion fewer visits to restaurants over the past six years. But 84% of parents surveyed for the report said they are much more or somewhat more likely to visit a restaurant if it offers a family-friendly environment. “Restaurants are leaving money on the table by not capturing more visits from families with kids,” notes Bonnie Riggs, a restaurant industry analyst for NPD. “The good news is that there are solid tactics that operators can use to attract families back to the dining table: emphasizing the value components of menus; creating a kid-friendly environment; offering fast and attentive service; and addressing food preferences kids have at different ages.”

April 2015 pmq.com

KIDDING

AROUND

Eating pizza is a family affair. Follow these marketing tips to make it an unforgettable one for parents and kids alike.

Encourage creativity and hold contests.

Engage children with creative activities— coloring, drawing, even kiddy cup designs and dough sculptures—and display their work in your store. Select four or five finalists and let customers vote online for their favorites.

Separate your bar and dining areas.

Parents with kids may not want to sit with a rowdy group of beerdrinking sports fans. Give them some peace, quiet and privacy!

Create takeaway packets for kids.

Packets could include a kids menu, coloring pages, temporary tattoos, small collectibles and balloons.

Talk to the children.

Encourage waitstaff to interact with youngsters. Offer them free balloons when they walk in the door. Inquire about their birthdays or favorite sports.

Keep allergies in mind. Offer gluten-free options and be ready to provide a list of allergens used in your menu items. Make sure parents can enjoy a fun night out without fretting over food safety.

KIDDIE CORNER A night out with the kids can feel like a big splurge to parents on a budget. After all, in this post-recession economy, many families have less discretionary income to spend in restaurants. But cost isn’t the only barrier, NPD reports. Families are also concerned with value, environment, convenience and menu offerings. The children’s age makes a difference, too: Families with older kids place more importance on value, since their kids’ appetites are changing—they’re eating more, broadening their horizons and ordering outside the kids menu, making it more expensive to dine out. Families with younger kids, meanwhile, care more about the restaurant environment and menu offerings, because younger diners need to be entertained, and today’s parents pay more attention to what their kids eat. Pizzerias that successfully attract families keep all of these areas of concern in mind. Brixx Wood Fired Pizza (brixxpizza.com), a Charlotte, North Carolina-based group of 25 restaurants in five states, has been voted “Best Family-Friendly Pizzeria” many times in various markets because kids can find plenty there to keep them entertained. “From the moment a family is seated at the table, kids are given dough to play with, plus a kids menu with games and plenty of space to draw. This keeps them occupied so the parents can breathe,” says Tim Miner, “marketing dude” at Brixx. “We even encourage kids to post photos of their dough sculptures online using the hashtag #BrixxPixx, and we reward them for it.” All Brixx locations also have a viewing area where children can watch pizza chefs in action. “Our overall

“Collectibles continue to be a driver. We make different versions of our Power Packs [for kids] that focus on different sports and different characters, and new games, new tattoos and expanded features on our mobile app also keep them coming back.” —Brad Bevill, Boston’s Restaurant & Sports Bar

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BOSTON’S RESTAURANT & SPORTS BAR

Boston’s Restaurant & Sports Bar offers a top-notch kids program that reaches beyond its operations’ walls.

environment is very active, so if the kids get a little loud, it goes without notice, and parents can relax,” Miner adds. Dallas-based Boston’s Restaurant & Sports Bar (bostons. com), with 29 locations nationwide, recently launched a new kids program to enhance its dining environment and even reach young guests at home. “Research has shown that children have the majority vote in where a family dines, so last summer we redesigned our kids offering

“We’ve found the secret to creating a successful family-friendly environment is balance—you can’t overcommit to one member of the family. Appealing to kids isn’t enough. Parents get tired of ‘kid-friendly’ places. That’s why ‘family-friendly’ is our focus.” —Tim Miner, Brixx Wood Fired Pizza 42

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to become what we consider a best-in-class program,” says Brad Bevill, vice president of marketing for Boston’s. “We’ve created Kids Power Packs, which are collectible and feature the kids menu, various games, activities, coloring pages, temporary tattoos, and a free mobile app with a sports-themed, 3-D Augmented Reality game.” At Davanni’s (davannis.com), based in Plymouth, Minnesota, with its 22nd location opening this spring, everything on the menu is made to order, which helps placate picky kids. Kids meals include favorites such as pizza and pasta, but if a kid wants to customize—or order plain pasta with butter—the staff is willing to accommodate requests. “When families come in, our employees are trained to give them a kids placemat, which encourages parents to take a photo of their kids eating at Davanni’s and share on social media,” says marketing assistant Jacqui Dubois. “The placemats also say, ‘Thank Mom and Dad for coming to Davanni’s!’” Boston’s kid-friendly approach helps increase visits among families, but there’s a take-home aspect to its efforts as well. “Collectibles continue to be a driver,” Bevill notes. “We make different versions of our Power Packs that focus on different sports and different characters, and new

The Spot the Slice program at Davanni’s incorporates social media, email marketing and customer giveaways.

MOM AND POP Clearly, kids are an important part of the equation, but at Brixx, appealing to parents has been equally crucial for attracting families. “From our 14 wines by the glass and 24 craft beers on tap to the incredible array of items

DAVANNI’S

games, new tattoos, and expanded features on our mobile app also keep them coming back. Also, our mobile app games require the kids to have the Power Packs physically present with them in order to play in the Augmented Reality mode—which drives a huge take-home percentage and puts our brand front and center inside our guests’ homes. When you combine that with the improved table experience, you drive frequency.” Ultimately, while Bevill believes entertainment—such as offering coloring supplies at the table—is still an important part of enhancing kids’ experiences, it has shifted (and will continue to shift) to digital and mobile entertainment options. Finally, pizzerias that successfully serve families ensure that staff members are sensitive to their needs. All team members at Boston’s are trained to make each guest feel special, so servers ask kids questions (“When’s your birthday?” or “What’s your favorite sport?”), while kitchen staff might create a smiley face pepperoni pizza. At Davanni’s, many managers on staff have kids, so they’re encouraged to “think from the inside out,” says marketing director Tim Huberty. “We ask, ‘What would you like to see?’ and they implement it.” Some stores offer balloons up front for kids; a window allows youngsters to watch the making of their pizzas; promotional items, including Frisbees, pens and pencils, and bibs allow kids to take a piece of Davanni’s home with them. For kids parties, staff members even give the guest of honor an apron that says “Future Pizza Maker at Davanni’s.”

Proudly made in the

we make fresh from scratch every day, we demonstrate to Huberty says. “We have kids as young as two years old who parents that we care about what they and their kids eat,” enter, and the entries make the stores look fun.” Miner says. “We want every member of the family to get Davanni’s also runs contests allowing real customers and a great, high-quality meal.” And since many parents have their families the chance to be featured on its billboards. kids with allergies, Brixx also offers vegan and gluten-free And its Spot the Slice program encourages customers to items and makes it easy to obtain a list of allergens used in take photos with its mascot, which appears at sporting its menu items. That means parents can give their children and community events, then email them to Davanni’s a fun night out without fretting over food safety. for a free personal-size pizza. Davanni’s posts the pics on Even the layout of your restaurant can influence fami- Facebook, Twitter and Instagram, all while building its lies’ decisions to dine. Boston’s makes families a priority email database. “Customers will go to Facebook, look for by truly separating its sports bar areas from the restaurant. their pics and tag themselves—which encourages their “Many families don’t want to mix their dining experience friends to ‘like’ the pics as well,” Dubois says. with the sports fans who are enjoying the big game and Ultimately, most pizzerias are naturally family-friendly, a cold beer,” says Bevill. “We’re able to leverage our lay- with sharable meal options, great value and a low-key out to meet the needs of a family that wants a sit-down environment, but appealing to every family member helps meal where they can engage in conversation, enjoy a wide ensure success with this key group. “We’ve found the variety of menu options, and catch a glimpse of the game secret to creating a successful family-friendly environif desired.” ment is balance—you can’t overcommit to one member Engaging with families is another key to success. Davan- of the family,” Miner says. “Appealing to kids isn’t enough. ni’s offers a fun way for kids to get involved with the piz- Parents get tired of ‘kid-friendly’ places. That’s why ‘famzeria while making parents proud: the Kiddy Kup design ily-friendly’ is our focus.” contest. For three weeks, kids 10 and Bevill agrees that while kids are The Kiddy Kup contest is a smash hit younger are invited to draw designs on important in the marketing picture, it’s at Davanni’s, attracting both kids and their placemats, which then get hung crucial to appeal to everyone—includproud parents to the pizzeria. in-store. The head office collects the best ing moms and dads. “Most important one or two entries from all locations, is the experience for the whole famselects four or five finalists, and puts it ily,” he says. “If the kids are entertained to an online vote. The winning design is and get a good meal, and the parents printed on the Kiddy Kups for the next are able to eat in peace and know that year, and the artist gets a party at the their kids are getting a nutritious meal, pizzeria. “Every relation of that kid will everyone wins.” show up to the unveiling of the cup,” Tracy Morin is PMQ’s senior copy editor. 44

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BRIXX WOOD FIRED PIZZA

Chalkboard walls at Brixx Wood Fired Pizza invite little ones to get creative.

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Bonus Video Coverage:

 Something something some-

Test chef Brian Hernandez shares his recipe for Spinach Artichoke Bites on Cooking With PMQ.

thing about gorgeous food shots reflected in the text later in the article vendi natur rerenis pratatecae si doluptaquiam quiatem eatquatectem rendebi tasperu ptatissim laut faci?

FINGER

Lickin’

GOOD Boost the customer experience—and your bottom line—with these five tips for getting more creative with your finger foods. By Tracy Morin

hen you look at your appetizer menu, do you take pride in its wide array of house specialties that customers can’t find at competing pizzerias? Or have you fallen into the trap of listing the same ol’ mozzarella sticks, French fries, calamari and onion rings that everyone offers? If you find that your finger foods selection lacks creativity, fear not—there are easy ways to take these standards and jazz them up, often without adding significantly to your food costs. Follow these five suggestions to take your finger foods from ho-hum to must-have.

Even traditional finger foods such as fried mushrooms can be jazzed up with the addition of specialty dipping sauces and seasonings.

ENCOURAGE CUSTOMIZATION. Old Chicago Pizza and Taproom (oldchicagopizza.com), with nearly 100 locations nationwide, recently expanded its menu to include a range of Crispy

April 2015 pmq.com

Old Chicago Pizza and Taproom encourages bundling on its Tavern Bites menu by offering a price break with the purchase of a trio.

Starter Success Need more inspiration for jazzing up your standard finger foods? Check out these inventive ideas from pizzerias across the country:

OLD CHICAGO PIZZA AND TAPROOM

Tavern Bites—primed to pair perfectly with its wide selection of beers, from light lagers to full-bodied stouts. The chain cross-utilizes ingredients to maximize profits and minimize waste. For example, Flavored Fries and Flavored Kettle Chips can be tossed with a selection of seasonings (Ranch, BBQ and Jamaican Jerk) and served with sauces (Creamy Buffalo, Beer Cheese, and Sour Cream With Roasted Garlic and Onions). “Our Crispy Tavern Bites offer the opportunity to create distinctive fare with a craft component,” explains Jason Murphy, brand manager for Old Chicago. “Offering a twist on the familiar delivers a full experience and enhances our beer selection with sharable, snackable options.” By jazzing up standards with add-ons such as sauces and rubs, Old Chicago gives customers more control over their experience through customization. “We turn traditional options into signature items with different shakes, seasonings and dips,” says Mike Thom, senior director of culinary for CraftWorks Restaurants & Breweries, which owns three restaurant brands, including Old Chicago. “These don’t add much as far as food costs or complexity in the kitchen, but they’re more individualized for guests.”

SEEK ETHNIC INSPIRATION. You may focus on Italian foods at your pizzeria, but it’s also helpful to look abroad for finger food inspiration. For example, the Italian Nachos appetizer is a best seller at Old Chicago, featuring housemade pasta chips topped with a cheese blend and pizza toppings like pepperoni,

PMQ Pizza Magazine The Pizza Industry’s Business Monthly

Pizza Pub (www.pizzapubashland.com) in Ashland, Wisconsin, takes a unique twist on traditional potato skins with its Taco Tators—skins filled with taco meat and cheese, baked, then served with traditional taco fixings (lettuce, tomato, onion, sour cream and salsa). Pepperoni’s (eatpepperonis.com), with locations in Black Mountain and Asheville, North Carolina, satisfies a sweet tooth with Funnel Cake Fries, topped with powdered sugar and served with icing. Meanwhile, its bone-in or boneless wings can be customized with both wet (Stupid Hot, Mild, Teriyaki, BBQ, Bourbon, Garlic Parmesan) and dry rub (Kickin’ Chicken, Jerk, Rosemary Garlic, Mesquite and Lemon Pepper) flavors. With nine locations in Idaho and Utah, Smoky Mountain Pizza (smokymountainpizza.com) rethinks the typical fried cheese appetizer with Brie Kisses—brie cheese wrapped in puff pastry, baked and served with boysenberry-jalapeño jam. Crispy Chicken Thai Rolls combine seasoned chicken, snow peas, bean sprouts, red onions and red peppers (served with a spicy peanut dipping sauce), while Garlic Parmesan Fries feature a spicy sidekick: chipotle dipping sauce.

served with marinara. Meanwhile, Sammy’s Woodfired Pizza & Grill (sammyspizza.com), with 17 locations in California and Nevada, offers up a world of flavors on its globally inspired tapas menu: Italian (Parmesan Crusted Artichokes with creamy herb dressing); Asian (Wok’d Sesame Shisito Peppers); and Mediterranean (Baba Ghanoush, served with herbed flatbread for dipping). Ethnic-inspired ideas help boost creativity without maxing out your budget. You can roll out your regular

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“We turn traditional options into signature items with different shakes, seasonings and dips. These don’t add much as far as food costs or complexity in the kitchen, but they’re more individualized for guests.” —Mike Thom, CraftWorks Restaurants & Breweries

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3 large onions (about 9 to 11 oz. each), peeled and trimmed 1 c. flour 1 tsp. paprika ¾ tsp. salt ¼ tsp. pepper 1 c. nonalcoholic or regular beer Vegetable oil Cut onions crosswise into ½” slices and pull apart into rings. (Refrigerate broken or end pieces for other uses.) Combine flour, paprika, salt and pepper in large bowl. Stir in beer, beating with a wire whisk until foam is gone. Baked version: Toss onion rings in batter. Transfer to a plate, letting excess drip off as you transfer. Heat about 1 tbsp. oil in a 12” nonstick skillet over medium-high heat. Place about half the onion rings in a single layer in heated skillet. Cook until browned, turning once, about 1½ minutes on each side. Repeat with remaining onions. Transfer to ungreased shallow baking pans or cookie sheets, arranging in single layer. Bake at 425° for 6 minutes or until crisp. Makes 6 servings. Jazz it up! Add 2 tsp. each of dried thyme, chili powder and ground cumin to batter. After baking or frying, sprinkle rings with additional chili powder, ground cumin or bottled pepper blends, if desired. Serve with a choice of housemade dips, sauces or dressings—think buttermilk ranch, chipotle barbecue, sriracha aioli or curry ketchup.

PMQ Pizza Magazine The Pizza Industry’s Business Monthly

dough thinly to wrap around pizza toppings and deep-fry it, egg roll-style, or skewer up chicken and bathe in an Indian-inspired spice mixture or yogurt-based marinade. Additionally, try a Mediterranean take on fried cheese (and garner a lot of customer attention) by offering saganaki, a Greek cheese often set ablaze tableside. Or you can experiment with modern takes on Spanish-style tapas (try bacon-wrapped dates, or patatas bravas, fried potatoes served with tomato sauce or aioli). “Ethnic foods are more widely accepted now, and offering these flavors in finger foods allow customers to try something new without a large financial commitment,” Thom notes. “Millennials especially are likely to try them—and tell their friends.”

DON’T FEAR THE FLAVOR. Today, both kids and adults are more apt to try new flavors and ingredients, Thom believes. “The fast-casual world really stretched the envelope on flavor with avantgarde dressings and ingredients,” he notes. “The days of kids wanting plain, bland food are going away, and their tastes are expanding.” When Craftworks was testing new mac and cheese flavors, for example, market research found that kids preferred the more flavorful options. And, while many young kids may still not gravitate toward overly spicy items, Millennials are keen to test their taste buds with the hottest recipes (literally). Time magazine proclaimed in 2014 that spicy was “the most profitable new trend in food,” pointing to fast-food chains like Subway cashing in on buzz-worthy ingredients including chipotle and sriracha. If you don’t offer anything that brings the heat, you’re missing out—kick it up a notch!

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OFFER PACKAGE DEALS. Smaller portions with appealing price points allow customers to try a variety of your small bites—and you can also encourage bundling through smart pricing strategies or by offering sampler platters. “Individual tastes at one table can be so widespread, but when you offer smaller bites, people don’t have to agree on one thing

to share—and the lower price points are a great check driver,” Murphy says. “We also encourage customers to pick three with a discount, taking them on a culinary adventure and allowing them to try new things.” You also may want to mix up your menu with healthier options for customers minding their calories—or at least options that customers perceive as healthier. “Fried

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PMQ Pizza Magazine The Pizza Industry’s Business Monthly

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SAMMY’S WOODFIRED PIZZA & GRILL

Sammy’s Woodfired Pizza & Grill offers a bevy of globally inspired flavors on its tapas menu, including Mediterranean dips served with flatbread.

SAMMY’S WOODFIRED PIZZA & GRILL

Wok’d Sesame Shisito Peppers at Sammy’s Woodfired Pizza & Grill tap Asian inspiration for a unique finger food experience.

“Individual tastes at one table can be so widespread, but when you offer smaller bites, people don’t have to agree on one thing to share—and the lower price points are a great check driver. We also encourage customers to pick three with a discount, taking them on a culinary adventure and allowing them to try new things.” —Jason Murphy, Old Chicago Pizza and Taproom

snap peas, for example, have a fresh and flavorful perception,” says Mike Shannon, director of marketing for Craftworks. “But we also offer more hearty items, such as mozzarella-stuffed meatballs and crispy ravioli. You have to offer choices.” TRACY MORIN

5 Sundried Tomato Deviled Eggs Provided by Bella Sun Luci

6 eggs, hard-boiled and peeled ¼ c. mayonnaise (homemade preferred) ¼ c. goat cheese ¼ c. sundried tomatoes in olive oil, finely diced and drained 1 tbsp. chives, finely cut Slice the eggs in half and reserve whites. Remove yolks. In a bowl, mix yolks, mayonnaise and goat cheese. Add salt and pepper to taste. Continue to mix contents until the desired texture is achieved. Add ½ of the tomatoes and ½ of the chives while continuing to mix. Place the mixture into a pastry piping bag with ½”-diameter star tip. Pipe the filling into the egg whites. Sprinkle the filled eggs with the remaining tomatoes and chives. Makes 12 pieces.

SPUR SAMPLING. After you’ve ramped up your menu of finger foods, don’t forget to encourage trial among both employees and customers. Every employee in your pizzeria—from servers and order takers to managers—should be able to offer suggestions based on their favorite finger foods, so make sure they’ve sampled the menu and offer upsells to every customer. Just as the mega-chains do, if you offer online ordering, make sure a suggestion pops up before each order is finalized: “Would you like to add X to your order?” Or offer special deals on new sharable items to your loyalty club members or e-newsletter recipients, such as $1 off finger foods with the purchase of a pizza. Finally, make sure your presentation offers both eye appeal and practicality. “Fun vessels, like buckets, baskets and paper liners, appeal to both kids and adults,” Thom says. “For this new category—bites, snacks and small plates—it’s important to make the presentation interesting.”

Tracy Morin is PMQ’s senior copy editor.

April 2015 pmq.com

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

Pizza boxes are free advertising for your pizzeria. Take a look at these examples taken from Scott Wiener’s Viva La Pizza! The Art of the Pizza Box, which illustrate the creative possibilities of your own pizza box, and how it can grab the attention of your customers. (All photos by Christopher King/Melville House Publishing.)

Experts offer 7 smart ways to unleash your pizza box’s full marketing potential. By Liz Barrett

an you name the only marketing piece in the world that gets hand-delivered to a customer’s home and actually makes them jump off the couch in excitement when it arrives? If you guessed a pizza box, you’re right. So how are you taking advantage of this unusual opportunity to market to your customers where they live? How does your pizza box grab customers’ attention and encourage them to take action? Your pizzeria undoubtedly delivers hundreds of pizza boxes each week to a captive audience. If you’re missing the mark when it comes to communicating a marketing message via box tops, let’s take a look at seven easy ways you can turn things around—starting today!

April 2015 pmq.com

 Was your pizzeria recently featured in the local newspaper or a national magazine? Have the story reprinted on your boxes and share it with your customers.  Proud of your pizzeria’s history? Print the story of how it all began on your box.  Have long waits or a lot of young customers? Hand out pizza boxes to draw on and hang the best artwork on your walls.  Team up with neighboring businesses to offer additional coupons for movies, ice cream and more on your boxes.  Feature “staff picks” on the box each month to introduce customers to new menu items and your employees.  Promote charitable giving for a month. For each box top/ topper that’s brought back to the pizzeria, donate $1 to a local school group, sports team or charity.  Run a giveaway with each box topper serving as an entry form; every form that’s turned into the pizzeria is good for one chance at winning a pizza party. You can use this promotion to build your customer database, too.

PMQ Pizza Magazine The Pizza Industry’s Business Monthly

A Few More Ideas…

KARA HOFFMAN

MAKE IT INFORMATIVE. With spam-flooded inboxes, your e-newsletters may make more sense placed on top of your pizza boxes. Pizza Zone (pizzazone.cc) in Spring, Texas, has been putting a newsletter called Box Topper News on its boxes for the

A ZO PIZ Z

MAKE IT SHARABLE. Everything is shared on social media nowadays, so why not your pizza box? A plain white box has virtually no chance of being noticed, but what about a box with unusual colors, graphics or a call to action? Scott Wiener, author of Viva la Pizza! The Art of the Pizza Box, says that, on average, 2.5 people see every pizza box, so the more you can get customers to keep or share their boxes, the better. “I’ve seen boxes that have a code inside the top lid of the box asking customers to take a photo of the code and post it to Instagram to win a free pizza,” Wiener says. “Since it’s inside the box, they’re also sharing a photo of your pizza at the same time.”

Have a current offer to blast out to customers quickly? Use sticky advertising on your boxes to reach customers fast.

past two years. Co-owner Debbie Gainor says that the topper, printed in black and white on brightly colored paper, changes each month and showcases the Pizza of the Month, news, advertising, what’s happening at the store, humor and coupons. “The box toppers that we saw from other pizza shops always looked the same; we wanted to make ours interesting and different,” Gainor says. “When I was a kid, it was always a big deal to read the cereal box while I was eating. I just took that concept to the top of our pizza boxes.” While Gainor admits that Pizza Zone puts the same coupons on the toppers as in its other marketing, she says that the easiest place to get them is on the box toppers. “We see 50% to 60% of our customer base using our coupon offers on a regular basis; I believe the majority comes from the box toppers.”

“The box toppers that we saw from other pizza shops always looked the same; we wanted to make ours interesting and different. When I was a kid, it was always a big deal to read the cereal box while I was eating. I just took that concept to the top of our pizza boxes [with a box top newsletter called Box Topper News].” —Debbie Gainor, Pizza Zone

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KARA HOFFMAN

Marco’s Pizza box instructs customers to “Read My Bottom” and then promotes its freshness guarantee and franchising on the reverse side.

MAKE IT AFFORDABLE. Working within a budget? Create your own toppers like Pizza Zone, or consider co-op advertising. Paul Emm, founder and CEO of Middletown, Delaware-based Box Top Advertising, says the company’s co-op ad box toppers are free to the pizzeria operator. “One side of the box topper advertises a group of noncompeting local businesses, while the other side features the pizzeria’s menu,” Emm says. “No matter what, every pizzeria should be using some kind of pizza box topper. Make it attention-grabbing and rotate it as prices and seasonal specials change.”

“I’ve seen boxes that have a code inside the top lid of the box asking customers to take a photo of the code and post it to Instagram to win a free pizza. Since it’s inside the box, they’re also sharing a photo of your pizza at the same time.” —Scott Wiener, Scott’s Pizza Tours 58

PMQ Pizza Magazine The Pizza Industry’s Business Monthly

MAKE IT VALUABLE. Everyone wants to save money, so include coupons or special offers on your boxes whenever possible. Some pizzerias even offer customers the chance to earn a free pizza by clipping a part of the box from each order and saving them until they collect 10, according to Wiener. Meanwhile, don’t assume that your customers know everything on your menu. Including a menu with money saving coupons easily multiplies your chances of reorders and new-item orders.

MAKE IT PHOTOGENIC. Ditch the typical red, white and green and opt for a pizza box that makes a statement with cool graphics, interesting colors and a compelling message. The Marco’s Pizza (marcos.com) chain, based in Toledo, Ohio, offers a box with a black-on-white header that says, “Read My Bottom,” pointing customers to the reverse side of the box for full-color graphics and details about the chain’s ingredients and franchising opportunities. Give customers something interesting to read or look at, and they’ll remember you. “Colors like blue and yellow really stand out,” Wiener says. “And everyone likes to take photos of unique boxes, like the ones that break apart into plates. People like anything that’s different.”

MAKE IT INTERACTIVE. Making a pizza box interactive can be as simple as including a box topper with word-search and crossword games, similar to the children’s placemats you used to get at restaurants when you were a kid. “If there are games built into them, the boxes will stay around longer,” Wiener says. “Domino’s (dominos.com) once had a box with a built-in Connect Four game board, and Hell Pizza (hellpizza.com) in New Zealand had a box that loaded a video game on your phone only when you pointed your phone at the box.” Try providing clues to a new menu item or a free offer on the box, with the answer available via a trackable link or QR code that brings customers to your website. Emm says that Box Top Advertising runs a Scan-to-Win $500 Visa gift card contest on every co-op box topper. Once a pizzeria goes through 10,000 toppers, the names and emails of all the opt-in entrants are sent to the pizzeria to aid in future marketing. This is a great way to build an email database using your box toppers.

MAKE IT PERSONAL. We’ve all seen photos of handwritten notes and drawings inside pizza boxes. Think of some fortunecookie type sayings or simply communicate to customers how much you appreciate them via handwritten script inside the lid of your pizza box. You or your employees can write out these short personal messages while folding your boxes. Imagine the smile on someone’s face when they read your note. More often than not, they’ll tell their friends, and they may even take a picture of the note and post it on social media, giving you bonus exposure. No matter how you decide to make your pizza box work smarter for you, do something rather than nothing. It’s easy to overlook this little marketing gem; too many pizzerias send out plain cardboard boxes, often without even adding company logos or contact information. It’s time to stop these bad practices. If you’re on a tight budget, create your own box toppers. If you have a little more money to work with, hire an outside vendor or purchase custom boxes. Start benefiting from this direct-to-consumer marketing method; once you do, you’ll never look back.

New Zealand’s Hell Pizza uses a minimal color scheme in conjunction with bold graphics and witty messages to make their boxes stand out of the crowd.

HELL PIZZA

Notes From the Tank We asked the PMQ Think Tank family to weigh in on how they use their pizza boxes. Here’s what a few of our users had to say:  “We have run coupons on our box toppers since day one. The basic offers stay the same: a free pint of Ben & Jerry’s with a 16” pie for delivery or carryout or $3 off a carryout order that includes a 14” or 16” pizza. We have several other offers we rotate through, such as a half-price order of wings or half-price family-size salad; each of these requires the purchase of a 16” pizza.” —bodegahwy  “[Our box topper is] a mini newsletter that changes each month. It’s a way for us to communicate special news, promotions and hiring notices and also include a couple of coupons to use the next time they order. Since we change them each month, our customers are reading them to find out what’s going on at our shop. It’s also a way for us to connect to our customers on a more personal level and still get our message out.” —HoustonPizza  “We include one menu booklet with every order and a few extra for big orders. People seem to never throw them away. We get orders from people who still have them from five or more years back.” —pizzapiratespp

Liz Barrett is PMQ’s editor at large and author of Pizza: A Slice of American History. April 2015 pmq.com

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

A leading expert offers practical tips for choosing a mobile app developer and designing an app that will help you sell more pizza. By Paul Glomski

or pizzeria operators, making the ordering process as simple and streamlined as possible has become increasingly important for success. In addition to offering online ordering for customers on the go, many have embraced another cutting-edge approach: mobile applications. When done correctly, a mobile app can integrate seamlessly into your existing e-commerce strategy and become a pivotal part of the ordering process for many customers. For pizzerias looking to leverage the power of mobile apps, itâ&#x20AC;&#x2122;s important to understand the benefits of creating and deploying an app and to become familiar with best practices for vetting app developers. The goal is to create an app that will provide enhanced business value and help you sell more pizza. April 2015 pmq.com

$ The Domino’s ordering app has been downloaded more than 11 million times.

MASS APP-EAL If you don’t already know about the benefits of creating and deploying mobile apps, it’s time to get up to speed on this technology. With a mobile app, potential customers can place pizza orders with only a few quick touches on a phone screen. Robust apps can also store a customer’s favorite orders, payment information and even a delivery address; all of these features work in conjunction to save precious time, eliminate wasted efforts and improve the customer experience. Apps can also generate more opportunities to upsell orders. By promoting new or featured products or sale items or by prompting customers to think about adding a side of breadsticks or a salad, you can boost the average total for an order. With this approach, customers see appealing sides and products they may not have thought about. Taking orders over the phone typically doesn’t present that opportunity—phone orders often feel rushed, order takers are harried, and many customers have come to dislike the experience of calling in to order food. Apps offer the additional advantage of helping customers find special offers, even if they’ve lost the pizza coupons you sent them last week in the mail. Push notifications on apps can send information on new products, deals and limited-time offers directly to customers on their mobile devices—and today’s consumers tend to carry these devices with them at all times. 62

PMQ Pizza Magazine The Pizza Industry’s Business Monthly

APP-RAISING THE SITUATION Before diving in to app development, it’s important to have a clear understanding of what you’re looking for and how you want your app to work as a tool to help achieve your business goals. You will need to determine what success looks like for your app as a digital extension of your sales model. Think about the necessary features the app should include, such as ordering preference and payment information storage, and consider what you want the user experience to be like. For most operators, creating a mobile app will ultimately be about increasing sales and avoiding losing sales to competitors who do have an app in place. Understand that a mobile app will make your brand an extension of people’s lives through their phones. A poorly designed app reflects badly on your company and can cast a shadow over both your brand and your products. Alternatively, a well-designed app with thoughtful, inviting user engagement reflects much better on your brand—and products—by providing customers with a positive experience. Of course, budget considerations will be a major factor, especially for a smaller independent pizzeria owner. App creation costs depend largely on the scope of the work and features included in the app. These costs can range from thousands of dollars to millions, depending on the complexity of the app and the amount of coding time

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Apps can generate more opportunities to upsell orders. By promoting new or featured products or sale items or by prompting customers to think about adding a side of breadsticks or a salad, you can boost the average total for an order.

required. A good app, in other words, won’t be cheap to create, but consider the potential return on investment and how it can help increase your overall sales. The Domino’s (dominos.com) ordering app has been downloaded more than 11 million times, and digital orders account for more than 40% of the company’s U.S. revenue alone, cementing the app’s status as a critical part of the company’s ordering process. Creating an app can be a significant investment up front, but when the results lead to a major boost in sales over the long haul, the investment will quickly pay for itself. Just keep in mind that cost typically depends on a myriad of factors. It’s much like building a house—the price ultimately depends on the size of the home, the materials used and more. When it comes to your app, remember: It’s better to do a few things really well than have a lot of features done poorly. APP-ROACHING DEVELOPMENT Part of the cost equation also depends on the type of developer utilized to create your unique mobile app experience. More “generic” app development solutions may be conducive to tighter budget restraints, but the finished product will likely lack the individualized elements that make your brand unique. These types of solutions also tend to be less customizable, meaning that many of the key features critical for a successful pizza ordering app may need to be sacrificed at the expense of cost. If you can’t put your full weight and enthusiasm behind a mobile app experience, it’s only going to make it more difficult to convince customers to download and use the app. 64

PMQ Pizza Magazine The Pizza Industry’s Business Monthly

A well-designed ordering app can memorize your customers’ past orders, making it easier for them to use it again and again.

When an app that cuts corners and doesn’t meet the needs of customers goes live in the app store, it ends up getting pulled. Designing an app twice is definitely costlier than doing it right the first time. You’ll want to hire an app developer who will pay attention to your needs and ask you questions up front about your goals and business objectives. Look for a company that, instead of trying to sell you something, will have a candid discussion from the very beginning about what you need, how to get you there and how to do it within budget. Additionally, be sure to browse the app developer’s portfolio. What other apps have they done, or what brands have they worked for? An app development firm that has worked in the pizza industry before will already have a strong sense of the unique needs and challenges facing pizzeria owners. Leverage that expertise to your advantage. Make sure to download and review samples of apps they have created for other clients to get a sense of their design style and functionality.

Finally, understand that this is a time-intensive process. The full life cycle of the development of an app—from conception to the initial release of the project in the app store—can take three to four months. Even then, your initial release likely will not be perfect. Everything changes so fast with mobile technology that the best approach is to limit what you include in the first release so you can get feedback from users on what they would like to see more of. Then you can make adjustments and issue an updated version. Mobile users expect this—it not only helps create a dialogue, but it establishes an intimate relationship between users and the brand. For brands in the pizza industry, mobile apps present significant opportunities for growth—both in terms of sales and customer satisfaction. Mobile apps are perfectly positioned for operators to leverage, and, in the near future, those with mobile apps will immediately have an advantage over those who don’t, thanks to the seamless online ordering process they will be able to provide to their customers. Paul Glomski is co-founder and CEO of Detroit Labs (detroitlabs.com), a Detroit-based mobile development company and maker of iPhone, iPad, Android and vehicle apps. The firm has partnered with national brands like Domino’s, Chevy and the Cleveland Cavaliers to dream up, design and build apps.

Making your app as user-friendly as possible for customers will help your bottom line in the end. Marco’s has a nice one-touch menu to automatically find the nearest store.

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LouEddie’s Pizza offers three-course pizza wedding receptions at its picturesque Skyforest, California-situated property. The pizzeria’s reception area, a former logging camp called Willow Woods Park, offers a beautiful natural setting for rustic-themed weddings.

LEISHELL CORRELL

PMQ Pizza Magazine The Pizza Industry’s Business Monthly

Love

at First Bite

Pizza and weddings are a match made in heaven—both for couples on a budget and for restaurateurs looking for new revenue opportunities. By Andy Knef

he ceremony is over. The last photos of the wedding party in beautiful gowns and suits have been taken. Your guests restlessly mingle, wordlessly signaling their growing appetites for the perfectly timed reception bite. That’s when you lift the first hot slice of chorizo-topped pizza to your mouth. Wait a minute—this is a wedding, right? You bet it’s a wedding, and a growing number of pizzerias around the country are now offering pizza as a reasonably priced alternative to high-end menus at these blessed events. Considering that the expenses for a typical marriage rite can top $20,000 faster than a wood-burning oven can fire up a pepperoni pie, a pizza wedding is a bargain many young couples today can’t resist.

April 2015 pmq.com

THE PIZZA COMPANY THE PIZZA COMPANY

Michael Johnson’s The Pizza Company is the perfect vehicle for catering casual but tasteful weddings and other affairs. From his mobile woodfired oven, Johnson offers locally sourced ingredients and a buffet line, with prices starting at $15 for pizza only or $20 for pizza and a salad.

A BANQUET ON WHEELS “Not everyone can afford a $20,000 wedding,” says Michael Johnson, founder of The Pizza Company (woodfiredpizzacompany.com) in Sacramento, California. Fortunately, pizza makes a cost-effective catering option that will please even the pickiest palates. Johnson’s mobile wood-fired pizza oven is about the “size of a Prius,” says the environmentally conscious pizza maker and successful wedding grub supplier. “I’m not restricted by brick and mortar. I haul my great-looking mobile oven to weddings and rehearsal dinners around the Sacramento area exclusively, serving pizza and salads.” Johnson works closely with prospective brides and grooms to plan pizza possibilities. “At some of the weddings I do, the bride has set up tables with fine china, but the requested entrée is still fantastic-looking pizza,” he says. “Others use plastic utensils and paper napkins, but, formal or casual, my clients can choose from a wide variety of pies that are prepared with locally sourced crust, sauces and toppings.” Johnson has served pizzas topped with everything from farmer’s market-purchased braised lamb, duck and sausage 68

PMQ Pizza Magazine The Pizza Industry’s Business Monthly

to fresh asparagus complemented with sauce made from figs and caramelized onions. And he never forgets the fresh tomatoes. “My pizza is thin-crust, New York-style, made from my own dough with local flour I drive 30 miles to pick up every week,” he says. “I use California-grown ingredients, including some of the best tomatoes and cheese in the world, along with vegetables I buy at the local farmer’s market. My salads are made from the same fresh sources, and people seem to love the idea.” They love it so much that Johnson’s calendar stays booked year-round, although his wedding gigs are mixed in with catering trips to the area’s growing array of craft breweries. These venues, along with his high visibility at area farmer’s markets, represent the mobile pizza maker’s chief promotional sources. “My personal philosophy is to generate word-of-mouth for my business by getting out in the community and giving folks the chance to taste my pizza,” Johnson explains. “For weddings, I charge $15 per person for pizza only or $20 for pizza and salad, along with a small setup and travel fee, plus tax. We work hard to try to keep costs low by just providing great food. We

Here Comes the Bride

LEISHELL CORRELL

Have you fallen in love with the idea of hosting pizza weddings and receptions? If your pizzeria already offers catering services, it won’t be hard to “groom” your business for this new trend:  Reach your target audience. Bridal magazines and local society publications offer strong advertising opportunities that reach brides-to-be. Also consider investing in premium listings on highly targeted websites such as WeddingWire.com. LouEddie’s has hosted 125 wedding events in the past two years.

don’t offer waitstaff, and you stand in a buffet line right next to my oven to get your pizza and salad. If couples need additional services, I’m glad to refer them.” AN AFFAIR TO REMEMBER A few hundred miles south of Sacramento, another pizza-and-wedding love aff air has been brewing at LouEddie’s Pizza (loueddiespizza.com), backing up the truism that the Golden State is the perfect highheat oven for new baking trends. Louise York, the Lou in LouEddie’s name, and her business partner, Eddie Hillary, are also a couple, although, ironically, they have never tied the knot. Four years ago they bought a former logging camp in the mountains outside of Los Angeles, a few miles from Lake Arrowhead. Located in Skyforest, California, the site, now called Willow Woods Park, is resplendent with natural beauty and seven historical cabins. “The goal was to put a protective envelope around the restaurant by diversifying,” York says. “After buying the property in 2011, we opened [LouEddie’s] two years ago by converting one of the buildings—built in 1924 as a logging cabin— into a restaurant.” The pizza wedding concept evolved after a couple that had enjoyed Hillary’s authentic Neapolitan pizza at a catered event suggested he serve it at weddings. “We’ve taken off from there,” says Hillary, who credits the success of the wedding operation (125 events in two years) largely to the restaurant’s artisan pizza. “I think our patrons, like people around the country, are increasingly willing to explore different flavors. Our guests are able to save money while experiencing handmade artisan pizza with incredible flavor. They tell their friends and family about the experience, and the word has gotten out.” LouEddie’s wedding menu selections include a spicy

 Develop catering packages. To make the wedding planner’s job easier, create a special menu just for wedding receptions and offer packages with per-person pricing. Consider offering at least two packages—pizza only and pizza with a salad.  Start networking. Build relationships with local wedding planners, photographers, and owners or managers of bridal shops, country clubs, conference centers, major hotels and other venues that host receptions. Schedule a time to visit with these professionals; bring menus and offer samples.  Hold seasonal bridal tastings. Working closely with local wedding professionals, create a small and intimate tasting event to show off your pizza offerings.

chorizo, Greek-olive-and-feta-laden pizza, and a Baja Fiesta pie with roasted peppers, chicken breast and caramelized onions. “Once they taste the different varieties of pizza we offer, they love our simple, fresh approach, and they enjoy sharing it with others,” Hillary says. The restaurant’s three-course pizza reception starts with a lightly topped slice (the three-white-cheese garlic pizza is a popular choice) cut into 16ths and rolled into toothpick-pinned crescent rolls. This finger-food portion of the meal is followed by a buffet featuring a variety of protein- and veggie-stacked thin-crust selections, capped off with a chocolate-chip-and-powdered-sugar-packed dessert pizza. For some lucky brides and grooms, the pizzaiolo may even officiate the ceremony. One of the restaurant’s managers performs double duty, baking artisan pizzas at LouEddie’s and presiding over weddings in Willow Woods Park. THE NUMBERS ADD UP “Our success in hosting weddings and receptions seemed counterintuitive at first,” notes York, a former video game April 2015 pmq.com

LEISHELL CORRELL

Pizza as a reception entree may seem like out-of-the-box thinking, but in today’s pricy wedding environment, it makes sense for some couples.

marketer. “But when you look at the numbers, you realize weddings and pizza are perfect together. Nationally, we’re looking at a 14% growth rate in weddings per year over the next five years. The average age of the population is 26—ideal for marriages. Even developments like same-sex marriage can be a growth area for us.” It’s another trend, however—toward casual, affordable and rustic-style weddings—that has fueled LouEddie’s wedding-bell bliss, York believes. “I think couples respond to our beautiful natural setting, which lends itself to a

PMQ Pizza Magazine The Pizza Industry’s Business Monthly

“When you look at the numbers, you realize weddings and pizza are perfect together. Nationally, we’re looking at a 14% growth rate in weddings per year over the next five years. The average age of the population is 26—ideal for marriages.” —Louise York, LouEddie’s Pizza

rustic wedding theme,” she says. “The feel is historic— burlap and lace, with log cabins and mason jars. But the closer is our fabulous pizza.” Bottom line: York and Hillary offer a reasonably priced alternative to wedding costs that could rival the budget of a small country, especially in California. “Our business model—$90 per person and up—for wedding receptions has been a profit maker for us, but it represents a 60% savings for our customers over comparable wedding venues in the Los Angeles area,” York says. “Pizza, as the primary

Married with Pizza “While having a wedding reception at a pizzeria won’t necessarily work for the bride who wants something over the top, it helped us to focus on the things most important to us.” That’s the take from recent bride and PMQ editor at large Liz Barrett. “First of all, we refused to go into debt for our wedding,” Barrett adds. “We spent a grand total of about $1,000 for the wedding and reception, allowing us to focus on a fabulous honeymoon overseas. Despite our slim budget, everyone who attended said it was one of the best weddings they had been to. “Second, we both love food (hello, I’m a pizza journalist!) and didn’t want ourselves or our guests to suffer through bad wedding food. So we called our favorite local pizzeria—TriBecca Allie Cafe (tribeccaallie.com) in Sardis, Mississippi—and they offered to help cater pizzas and provide our wedding cakes! “Finally, who doesn’t love pizza? Unlike traditional wedding receptions, where someone inevitably complains about the food, our guests were taking home second helpings from our wedding reception. I would recommend a pizzeria wedding reception to any bride and groom who want to stay on budget and aren’t afraid to have a casual, family-style reception with delicious food.”

LEISHELL CORRELL

food item at our events, integrates seamlessly into our restaurant operation. We’re set up to easily handle this kind of volume. A few dozen pizzas at a reception is a number we can meet easily.” And from their vantage point of 5,000 feet above sea level in the San Bernardino Mountains, York and Hillary foresee a bright future for their business—including possible expansion. Currently able to handle up to 100 guests, they envision opening a second location for the wedding operation, as well as pricing adjustments that could yield a better profit margin at still highly competitive rates.

STEVE GR EE

Pizza expert and recent bride Liz Barrett says she recommends pizza as a wedding food for any couple looking for a family-oriented, affordable, delicious option.

And the free publicity they’ve recently earned can’t hurt. “We were thrilled that the Travel Channel filmed an episode of a new show here last January,” York says. “It’s called Pizza Paradise, and it should air this spring. Our restaurant was also just selected by Yelp as one of its top 100 places to eat in 2015. We’re No. 72, and, since that announcement, our sales have risen 20%.” York and Hillary want to stage a full-frontal publicity assault to reinforce the wedding side of the operation in 2015. “To market weddings, I originally joined local wedding associations, but this year we’ve moved aggressively into marketing and promoting the service on Weddingwire.com and Herecomesthebride.com. We want to be a high-end wedding site. We’re hoping to be featured in Bride & Groom magazine later this year and, combined with the Travel Channel exposure, we’re confident we can grow our wedding business significantly.” In other words, as Karen Carpenter once famously sang, the marriage of pizza and weddings has “only just begun.” Andy Knef is PMQ’s associate editor.

Pizza wedding receptions at LouEddie’s and Willow Woods Park are family affairs.

April 2015 pmq.com

PMQ staffers dish on their favorite products at the 2015 Winter Fancy Food Show. Several members of the PMQ staff jetted off to San Francisco for this year’s Winter Fancy Food Show, the West Coast’s largest specialty food and beverage trade show. With more than 80,000 on-trend and best-in-class products on display, there was plenty to learn. Here are the products that created a buzz:

Missy GREEN International Correspondent

ACETOMODENA SOCIETÀ AGRICOLA These creatively flavored balsamic condiments come from mixing authentic balsamic vinegar of Modena PGI with natural fruit juices. All of the balsamic vinegar is PGI-certified, which requires the use of Lambrusco and Trebbiano grapes aged slowly in wooden barrels in Modena. Flavors include ginger, honey, fig, blackberry and raspberry, all of which lend versatility to everything from appetizers to desserts—straight from Italy to your restaurant. PONS This Tabasco®-infused olive oil is an aromatic finishing oil that gives all the nutrients and taste of an extra-virgin olive oil with the kick of Tabasco®. The spray bottle evenly distributes a fine mist of spiced olive oil to finish pizza, pasta, salads and more. TABASCO® is a registered trademark for sauces and other goods and services; TABASCO, the TABASCO bottle design and label designs are the exclusive property of and licensed by Mcllhenny Company, Avery Island, LA USA 50513. www.TABASCO.com

PMQ Pizza Magazine The Pizza Industry’s Business Monthly

BORGNINE COFFEE SODA Nancee Borgnine, the daughter of Italian-American movie star Ernest Borgnine, has resurrected coffee soda in loving memory of her late father. This frothy, rich soda uses fine Italian coffee for a cool, refreshing drink straight out of the bottle, on ice cream or in cocktails. The recipe, which was once only available among Hollywood circles, was passed down for generations in the Borgnine family. Now Nancee Borgnine is sharing it with the world! borgninescoffeesoda.com

Linda GREEN Co-Publisher

SWEETLEAF It was a pleasure meeting the people behind Stevia [STEH-via]. This incredible natural sweetener has zero calories and no glycemic triggers, so it’s safe for people with diabetes. Available in either pure granule form or mixed with traditional sugar, Sweetleaf can lower calorie counts without compromising on taste, and it’s ideal for cutting the acidity of tomato sauce. sweetleaf.com ANGELO AND FRANCO Angelo and Franco are two passionate cheese makers dedicated to recreating authentic fresh Italian cheeses in the U.S. As they say, the secret is importing the cheesemakers, not the cheese. Franco’s family has been in the cheese making business for 75 years, and with this impressive background, he has brought an array of mozzarella and ricotta products to the U.S. They have even achieved production of buffalo mozzarella by preserving and transporting buffalo milk from Italy to California. angeloandfranco.com VALLEY LAHVOSH BAKING CO. This three-generation-old bakery creates a perfectly thin, crispy, crackery crust called lahvosh. I was impressed by the rich tradition behind this product. It comes from Armenia, the homeland of owner Agnes Saghatelian’s grandfather. As a master baker in Armenia, he brought the tradition overseas, where lahvosh bread is now used frequently as crackers for catering events, while the larger sizes make a quick pizza base. The consistency is similar to water crackers, gently sprinkled with sesame seeds. It holds up perfectly under pizza sauce and toppings. valleylahvosh.com SMART FLOUR: GLUTEN-FREE CRUSTS WITH FLAVOR One of the best products I came across at Fancy Foods was Smart Flour’s gluten-free pizza crusts. Unlike many bland gluten-free crusts, these were very flavorful, soft and crunchy. These crusts are an easy way for pizzerias to cater to the needs of gluten-intolerant customers. I also liked the fact that they contain no MSG or preservatives and are free of gluten, egg, soy, and rice. They also have a nice shelf life. smartflourfoods.com

April 2015 pmq.com

Clifton MOODY Senior Account Representative

MUTTI PARMA This Italian tomato brand is one of the most prestigious brands for pizza makers in Italy and throughout Europe. Made from tomatoes grown right in Italy’s Food Valley of Parma, the sauce has a pure, fresh taste. It comes in convenient foodservice-sized containers, designed especially for pizza, pasta and many other uses. This sauce will also allow you to create authentic appetizers and Italian dishes. mutti-parma.com BRIANNA’S DRESSING This company, specializing in elegant dressings, provides retail and foodservice industries with versatile dressings with unique flavors like poppy seed and lemon tarragon. What I like most about Brianna’s is the wide range of dressings, which can be used to top pizza, desserts, salads or even fresh fruit. With Brianna’s dressings—which are known to be “so mighty they would make pine needles edible”—you can’t go wrong! briannassaladdressing.com MONINI NORTH AMERICA Monini’s unique light olive oil delivers a powerful punch in taste. In partnership with Mutti since 2012, Monini uses 100% Italian olives for its variety of specialty olive oils. This extra-virgin olive oil is rich in antioxidants and can be used to create a perfect salad dressing or a dipping sauce with breads. My personal favorite: Drizzle it over your favorite pizza! This is certainly the olive oil for 2015. monini.us UNCLE STEVE’S This tomato sauce was born from the family tradition of Italian-American actor Steve Schirripa of The Sopranos. Now the world can get a taste of the specialty sauce, which is a staple for Sunday dinners in the Schirripa household. The sauce is made in small batches, using organic tomatoes, basil and sea salt. I was impressed with the rich, zesty taste—if you don’t have a housemade sauce for your pastas, this is a great choice. Unforgettable! unclestevesny.com VISSTUN This company creates beautiful customized beverage cups to market special events or promote your brand. Visstun helps you create your own personal look on either single-use cups or reusable, dishwasher-safe cups. With customization possibilities on sports cups, child cups, party cups, coffee cups and more, the promotional possibilities are virtually limitless! visstun.com

PMQ Pizza Magazine The Pizza Industry’s Business Monthly

The Ultimate Guide to running a pizzeria:

NOW AVAILABLE FOR PURCHASE

Pizza industry legend John Correll takes readers step by step through the processes and pitfalls of pizzerias, from ingredient purchases and prep to machinery necessities and setup.

PMQ Books is a series of specially-created exceptionally informative publications for those pursuing a career as an owner, manager, chef, executive, franchisee, or supplier in the restaurant-pizzeria industry.

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

April 2015 pmq.com

PRODUCT SPOTLIGHT

The Pasta Leaders

Straight From the Hearth With Lloyd Pans’ hearth-bake pizza disks, pizzas baked in a conveyor oven emerge with the crispness and golden, mottled crust appearance of hearth oven-baked pies. These disks feature an exclusive PSTK permanent release finish that does not require seasoning, will not flake, bake or chip off and is easy to clean. 800-748-6251, lloydpans.com

From Uncle Steve’s Kitchen

As the No. 1 brand of pasta in Italy and the U.S., Barilla is a key provider to successful pizza restaurants. The company has a full line of products to meet your needs, including both dry and precooked options. Looking for recipe ideas? Visit Barilla’s website and get inspired! 866-349-4386, barillafoodservicerecipes.com

Created by actor Steve Schirripa of The Sopranos, each jar of Uncle Steve’s Italian Specialties is made from small batches of fresh Italian plum tomatoes, vegetables and spices. All sauces are USDA-certified organic, gluten-free and vegan and contain no added sugar, GMOs or pesticides. 844-697-2823, unclestevesny.com

The Original Hazelnut Spread

Making Dough with Precision

The Dragon Cut

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. 877-764-9377, precisionmixers.com

PMQ Pizza Magazine The Pizza Industry’s Business Monthly

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 dessert pizzas, calzones and other menu items. Contact Nutella for recipes and more information. 410-268-0030 ext. 259, nutellafoodservice.com

Shorter and wider than standard mozzarella shreds, Dragon Cut Shreds from Galbani produce a more natural-looking melt with better coverage so pizza makers can do more with less. And its great yield means the gorgeously browned, caramelized sweetness stays where it belongs—on your pizza! 877-522-8254, galbanipro.com

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

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PMQ Pizza Magazine The Pizza Industry’s Business Monthly

THE WORLD OF PIZZA IS HEATING UP THIS SUMMER! For more information or to sign up to compete please contact Melanie at melanie@pmq.com or Brian at brian@pmq.com. Or visit www.pmq.com/slice

SLICE OF

July 4th | Oxford, MS

ADVERTISER INDEX APRIL 2015 Advertiser

Phone Website

Page

Aflac . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . aflac.com/smallbiz . . . . . . . . . . . . . . . . . . . . . . . . Cover 3 American Baking Systems . . . . . . . . . . . . . . . . 319-373-5006 . . . . . . . abs1.net . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 65 AM Manufacturing . . . . . . . . . . . . . . . . . . . . . . . 219-472-7272 . . . . . . . ammfg.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 23 Bacio Cheese . . . . . . . . . . . . . . . . . . . . . . . . . . . 855-222-4685 . . . . . . baciocheese.com . . . . . . . . . . . . . . . . . . . . . . . . . 34, 35 Bellissimo . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 800-813-2974 . . . . . . . bellissimofoods.com . . . . . . . . . . . . . . . . . . . . . . . . . . 21 Best Choice Printing . . . . . . . . . . . . . . . . . . . . . 877-604-3111 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 51 Delivery Bags Depot . . . . . . . . . . . . . . . . . . . . . 844-HOT-BAGS . . . . . deliverybagsdepot.com . . . . . . . . . . . . . . . . . . . . . . . . 79 Delivery Bags USA . . . . . . . . . . . . . . . . . . . . . . 888-501-2247 . . . . . . deliverybagsusa.com . . . . . . . . . . . . . . . . . . . . . . . . . . 82 Detecto . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 800-641-2008 . . . . . . detecto.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Cover 2 Doughmate . . . . . . . . . . . . . . . . . . . . . . . . . . . . 800-501-2458 . . . . . . doughmate.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 80 Edge Ovens . . . . . . . . . . . . . . . . . . . . . . . . . . . . 888-480-EDGE . . . . . edgeovens.com . . . . . . . . . . . . . . . . . . . . . . . . . . . 19, 52 EZ Dine . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 877-853-1263 . . . . . . ezdinepos.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 78 Fontanini . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 800-331-MEAT . . . . . . fontanini.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 31 Galbani . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . galbanipro.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 25 GMA Research . . . . . . . . . . . . . . . . . . . . . . . . . . 425-460-8800 . . . . . . gmaresearch.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 75 Grande Cheese . . . . . . . . . . . . . . . . . . . . . . . . . 800-8-GRANDE . . . . . grandecheese.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3 HTH . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 800-321-1850 . . . . . . hthsigns.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 80 Kid Star . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 888-543-6368 . . . . . . kidstar.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 80 La Nova . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 716-881-3366 . . . . . . lanova.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Cover 4 Liguria. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 515-332-4121 . . . . . . liguriafoods.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 33 Lloyd Pans . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 800-748-6251 . . . . . . . lloydpans.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 80 Marsal & Sons . . . . . . . . . . . . . . . . . . . . . . . . . . 631-226-6688 . . . . . . marsalsons.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 43 Menu Express . . . . . . . . . . . . . . . . . . . . . . . . . . . 877-250-2819 . . . . . . . themenuexpress.com . . . . . . . . . . . . . . . . . . . . . . . . . . 79 Microworks . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 800-787-2068 . . . . . . . microworks.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9 Middleby Marshall . . . . . . . . . . . . . . . . . . . . . . . 877-34-OVENS . . . . . . wowoven.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7 NAPICS . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . napics.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 81 Nutella Food Service . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . nutellafoodservice.com . . . . . . . . . . . . . . . . . . . . 36, 37 Our Town America . . . . . . . . . . . . . . . . . . . . . . . 800-497-8360 . . . . . . ourtownamerica.com . . . . . . . . . . . . . . . . . . . . . . . . . . 45 PDQ POS . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 877-968-6430 . . . . . . . pdqpos.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 15 Pizza Skool . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 517-395-4765 . . . . . . . traintogreatness.com . . . . . . . . . . . . . . . . . . . . . . . . . . 82 Precision Mixers . . . . . . . . . . . . . . . . . . . . . . . . . 877-764-9377 . . . . . . . pizzamixers.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 70 RockTenn . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 816-415-7359 . . . . . . . rocktenn.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 63 Saputo . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 800-824-3373 . . . . . . . saputousafoodservice.com . . . . . . . . . . . . . . . . . . . . . 17 Somerset Industries . . . . . . . . . . . . . . . . . . . . . 978-667-3355 . . . . . . . smrset.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 57 Smart Flour Foods . . . . . . . . . . . . . . . . . . . . . . 888-660-6564 . . . . . . smartflourfoods.com . . . . . . . . . . . . . . . . . . . . . . . . . . 75 Stanislaus . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 800-327-7201 . . . . . . . stanislaus.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4, 5 Takeout Printing . . . . . . . . . . . . . . . . . . . . . . . . . 845-564-2609 . . . . . . takeoutprinting.com . . . . . . . . . . . . . . . . . . . . . . . . . . . 81 Tyson . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . bonici.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 11 Univex . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 800-258-6358 . . . . . . univexcorp.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 41 Whalen Packaging . . . . . . . . . . . . . . . . . . . . . . . 888-400-3455 . . . . . . wpackaging.net . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 49 XLT Ovens . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 888-443-2751 . . . . . . xltovens.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 13

PMQ provides this information as a courtesy to our readers and will not be held responsible for errors or omissions. To report an error, call 662-234-5481 x127.

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

THE PIZZA EXCHANGE PIZZA INDUSTRY RESOURCE GUIDE Grab a direct weblink to every advertiser in this guide at PMQ.com

ADVERTISING

CHEESE CONT.

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

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

CARD PROCESSING

Made by us from our own cowsâ&#x20AC;&#x2122; milk! Mozzarella & More! CHEESE

We ship anywhere.. giftboxes, orders, etc. Call- 715-286-4007 www.gingerbreadjerseycheese.com

April 2015 pmq.com

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

COMPUTER SYSTEMS: POINT OF SALE, CONT.

All The Tech Your Pizzeria Needs • •

Tablet and Traditional Point-of-Sale Integrated online & smartphone ordering

• •

Self Serve Kiosk ordering Automated customer loyalty marketing

800.750.3947

CALL FOR A DEMO TODAY!

www.granburyrs.com

CUTTING BOARDS - EQUAL SLICE

Incredible Aﬀordable Pizza POS! $

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 Request your FREE Nutella® Starter Kit* and learn more about adding Nutella® to your menu! Call 410-268-0030 ext. 259 or visit www.nutellafoodservice.com/start for more information. Your FREE Nutella® Starter Kit includes: ✓ ✓ ✓ ✓

Nutella® Usage Guide Nutella® Information Guide Recipes Inspired by Nutella® Samples to inspire the imagination: - 6 Portion Control packs - 1 - 26.5 oz. Jar

For new customers only. While supplies last. ©Ferrero 2014 *

DOUGH

DeIorio Foods

PMQ Pizza Magazine The Pizza Industry’s Business Monthly

@DeIorios

blog.DeIorios.com

DeIorios.com

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.

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

DOUGH DIVIDERS/ROUNDERS

When Dough Matters! Eliminate racks, lids and tins with our stackable, airtight and cost effective Dough Trays. 1-502-969-2305 www.DoughTrays.com COST EFFECTIVE

STACKABLE

AIRTIGHT

DURABLE

ORDER DIRECT

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

WWW.DOUGHTRAYS.COM

DOUGH PRESSES, ROLLERS

800.835.0606 ext. 205 | www.doughxpress.com

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

Order online 24 hours at www.milleniaplastic.com, or call 407.804.1193! Most items in stock ready to ship!

DRESSINGS

BRIANNAS

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

April 2015 pmq.com

THE PIZZA EXCHANGE PIZZA INDUSTRY RESOURCE GUIDE GARLIC SPREAD

FLOUR CONT.

• 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

www.mgspread.com • zazzmar@aol.com GELATO

True Artisan Gelato

(888) 316-1545 www.stefanosgelato.com

GLUTEN-FREE W H PRODUCTS O L E S O M

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

D E L I C I O U S ™ WHOLES

OME & DELICIOUS

™

FOOD DISTRIBUTORS

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

KIDS MARKETING

Build Your Family Business Keep Kids www.kidstar.com 1-888-543-6368 Happy

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

708-957-2300 • www.ifranchisegroup.com

FRANCHISE CONSULTANTS

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PMQ Pizza Magazine The Pizza Industry’s Business Monthly

Children’s Placemats • Kid Menus • Kid Cups • Crayons • More

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

1-800-426-0323

www.northernpizza.com

IMPERIAL

April 2015 pmq.com

THE PIZZA EXCHANGE PIZZA INDUSTRY RESOURCE GUIDE MAGNETS

MANAGEMENT

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

sCheduLing • aTTendanCe • daiLy Log

FAST, PAINLESS SCHEDULING • MONITOR LABOR COSTS • REDUCE TURNOVER • NOTIFY EMPLOYEES • ELIMINATE BUDDY PUNCHING • IMPROVE COMMUNICATIONS • WEB-BASED

save time and increase profits!

www.timeforge.com 866.684.7191

MEAT TOPPINGS BURKE CORPORATION ...................................................................................... www.BurkeCorp.com

MAGNETS 7.9¢ ea.

Beef & Pork Pizza Toppings, Italian & Breakfast Sausage, Meatballs and Specialty Fully Cooked Meats

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

• 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 a.com za.com nza www.pie-tan

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.

800-521-4773

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

www.magneticattracations.com/BCM MAILING SERVICES

INSTANT ONLINE PRICING

MIXERS

CLICK TO VIEW PRICING

American Baking Systems GET ONLINE PRICING

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

MARKETING IDEAS

• • • •

Spiral Mixers Planetary Mixers Dough Sheeters Deck Ovens and more!

Over 60 Years of Combined Service to the Baking Industry!

319-373-5006 • www.abs1.net 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

MARKETING IDEAS CONT.

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

PMQ Pizza Magazine The Pizza Industry’s Business Monthly

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

ON HOLD MARKETING

ONLINE ORDERING

MOISTURE-ABSORBENT TOPPINGS CONDITIONER/SUPPLIES

MUSHROOMS PASTA

We don’t take a canned approach to mushrooms. OLIVES

Mushrooms

Avondale, PA | 610.268.8082 to-jo.com | info@to-jo.com

For foodservice-ready pasta recipes, visit www.BarillaFoodserviceRecipes.com PIZZA BOXES

CUSTOMIZE YOUR PIZZA BOX Doing It The American Way! TAKE YOUR IMAGE TO THE NEXT LEVEL 7” to 36” Custom Boxes and Odd Sizes Available

UP TO 4-COLORS | NO PLATE FEES* *CALL US FOR DETAILS

888.400.3455 ext.107 | www.wpackaging.net 2001 East Cooley Drive, Colton, CA 92324

April 2015 pmq.com

THE PIZZA EXCHANGE PIZZA INDUSTRY RESOURCE GUIDE PIZZA DELIVERY THERMAL BAGS

Metal is the right choice. Aluminum is lighter and longer lasting that wooden peels. Introducing the ultimate perforated pizza peel to easily sift away excess flour. Tailored to your preferred length, shape and functionality. 100% made in Italy and available in America, close to you with the service you need. Pro fe & r ssion est au al too ran ts, ls for sin piz ce z 19 erias 86 .

GI.METAL USA, INC Phone (630) 553 9134 www. gimetalusa.com info@gimetalusa.com

Be Smart. Wood is over.

MADE IN ITALY

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

THE PIZZA EXCHANGE PIZZA INDUSTRY RESOURCE GUIDE PIZZA BOXES CONT.

PIZZA OVENS CONT. ROTO-FLEX OVEN CO. ................................................................................................... Contact Alan 135 East Cevallos, San Antonio, TX 78204 PH 210-222-2278................... 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

PIZZA BOX INSERTS

FRESH PIE Pizza Box Liner/ Insert

Carrie Yanke-Customer Service Rep 724-657-3650 • ccd.pop@ccd-pop.com Check our our informational blogs!

www.creativecolordisplay.com PIZZA BOX LINERS

CUSTOMERS CARE

HOW THEIR FOOD IS DELIVERED The Electric HOTBAG™ Heated Delivery System Heats and stays at 160-175F Dry electric heat = No Moisture 1000 Denier Nylon Construction Two Heating Elements Easy to clean

Any quantity or mix of bags AC to DC power supplies Heat all bags simultaneously Quick release power connectors

PIZZA DELIVERY THERMAL BAGS www.hotbag.com 800-927-6787 Made in the USA

NO MORE COLD & SOGGY FOOD, NO MORE UNHAPPY CUSTOMERS!

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

$13.49

$10

ATE FLAT R ING SHIPP

1-844-HOT-BAGS

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www.deliverybagsdepot.com

Stone Deck, Pizza Dome, and Bakery

PIZZA OVENS EARTHSTONE OVENS, INC. ...............6717 San Fernando Rd...................Glendale, CA 91201 800-840-4915 .......................Fax: 818-553-1133.......................... www.earthstoneovens.com All units UI listed. MARSAL & SONS, INC. ................................................ The new standard in the Pizza Industry Brick Lined Deck Ovens • Standard Deck Ovens • Prep Table Refrigeration 631-226-6688......................... marsalsons.com ........................ rich@marsalsons.com

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

pmq.com/Recipe-Bank/ April 2015 pmq.com

THE PIZZA EXCHANGE PIZZA INDUSTRY RESOURCE GUIDE PIZZA OVENS CONT.

PIZZA PANS CONT.

AMERICAN MADE

WWW.XLTOVENS.COM TO ORDER CALL (316) 943-2751 | TOLL-FREE: (888) 443-2751 | FAX: (316) 943-2769

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

P.A. PRODUCTS, Inc. BAKEWARE SPECIALISTS

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

Wichita, Kansas

PIZZA PEELS CAR0036 Pizza Magazine_FA.indd 1

PIZZA PANS

Inventor of

The Quik-Disk™

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

100’s OF SMART PIZZA PRODUCTS ONLINE!

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

PMQ Pizza Magazine The Pizza Industry’s Business Monthly

3/6/15 12:50 PM

THE PIZZA EXCHANGE PIZZA INDUSTRY RESOURCE GUIDE PIZZA SUPPLIES

PRINTING

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877-604-3111 INSTANT ONLINE PRICING

MENUS • FLYERS • BOX TOPPERS • POSTCARDS • DOOR HANGERS

National Marketing, Inc.

734-266-2222

Always Special Pricing to the Pizza Industry

Flyers 8½"x11" 50,000

Takeout Menus • In House Menus • Boxtoppers • Magnets • Flyers • Kid’s Menus Custom Placemats • Business Cards • Post Cards • Rack Cards • Stickers • Thank You Cards GET Doorhangers • Banners • Gift Certificates • Table Tents • Posters • Signs & More ONLINE INSTANT ONLINE PRICE ONLINE PRICE Visit our Website for our Free Reports, Photo Library &QUOTE Restaurant Marketing Ideas PRICING QUOTE No shading/shadow No shading/shadow

Fax: 734-266-2121

www.takeoutprinting.com • 845 - 564 - 2609

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

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PRINTING CONT.

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Call 877-6 Today 04-31 11

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oday Call T 4-3111 0 877-6

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THE PIZZA EXCHANGE PIZZA INDUSTRY RESOURCE GUIDE REFRIGERATION CONT.

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PMQ Pizza Magazine The Pizza Industry’s Business Monthly

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

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April 2015 pmq.com

PIZZA HALL OF FAME www.pizzahalloffame.com

La Casa Pizzaria

These images from 1954 show (clockwise from top) La Casa Pizzaria founder Joe Patane working the oven, as well as the interior and exterior of the business in its second year of operation.

Founded in 1953, this Omaha, Nebraska, fixture attracts skilled employees with health insurance and tuition assistance, employs social media and recently rolled out a food truck. By Tracy Morin

fter husband and wife Joe and Sebastiana Patane had immigrated from Sicily as young adults, Joe made a living as a carpenter, eventually starting his own fixture company in the basement of a building in Omaha, Nebraska. But on June 8, 1953, the Patanes traded hammers and nails for pizza dough and opened the building to the public as La Casa Pizzaria (lacasapizzaria.net). It was an immediate success, as the Patanes sold out of food halfway through the first shift. “He saw how popular pizza was on the East Coast and decided we needed a pizza restaurant in Omaha,” says Nicole Jesse, Joe’s granddaughter and La Casa’s current co-owner and general manager. “One bakery sold pizza, but we were the first dedicated pizzeria. My grandparents experimented with their recipes from back home in Sicily and introduced the flaky, thin-crust style we still offer today.” The pizzeria has remained in the family through multiple generations, first among Joe’s three daughters and now through their children. Jesse and her brother Joel Hahn, with help from their other two siblings, oversee the original location, while cousin Anthony Vacanti runs a smaller second location that Joe started in 1965, La Casa West (lacasa-west.com). Hahn had attended college for communications and marketing, while Jesse received an MBA— and when their mom wanted to retire from the business in the ‘80s, the two siblings were ready to bring their business know-how to a beloved brand.

“We maintained the focus on quality of food and consistency, but some things needed to change,” says Jesse, who established systematized training, compensation packages, tuition assistance and health insurance to attract and retain top employees while Hahn handled marketing and promotions. They brought in a POS system for better tracking and trimmed the menu to focus on best sellers while adding new items to attract a younger crowd. Decades later, the pair continues to brainstorm; last year, they added a food truck, for which Joel’s son Brandon helps with social media. “People were always asking us to open a third location, but looking at the numbers, we weren’t sure,” Jesse says. “We were pleasantly surprised, because the truck performed better than expected, and it brought a lot of people to our restaurant that had never tried us before, so it was a great marketing tool.” The pizzeria also stays relevant though Facebook and Twitter while attracting a younger crowd with fun events, including beer pairing dinners. Next, the owners are looking into packaging key products for grocery stores and expanding their nationwide shipping menu. “It’s important to pinpoint what you want to do, then do it well, but we’re always looking at what we can do differently to improve,” Jesse says. “Our grandfather always told us, ‘If you’re not moving forward, eventually you’ll start moving backward.’”

HAS YOUR PIZZERIA BEEN IN BUSINESS FOR 50 OR MORE YEARS? IF SO, CONTACT US AT TRACY@PMQ.COM. 98

PMQ Pizza Magazine The Pizza Industry’s Business Monthly

It pays to tend to your ﬂock. Over the past 5 years, employee out-of-pocket expenses have risen nearly 40%1.

Aflac can help protect your employees with cash to cover their bills in the event of a covered sickness or injury. And now they can get their claims paid within a day when they submit using SmartClaim®2. Small businesses like how easy it is to add voluntary coverage to their benefits at no direct cost. Especially when it is from Aflac, the number one provider of worksite/voluntary insurance sales for 13 consecutive years3. Aflac may even be a pre-tax deduction, so when we say it pays to tend to your flock, it just might.

Call your local agent and visit aﬂac.com/smallbiz

2014 Employer Health Benefits Survey, The Henry J. Kaiser Family Foundation, September 10, 2014. 2One Day PaySM is available for most properly documented, individual claims submitted online through Aflac SmartClaim® by 3 PM ET. Aflac SmartClaim® not available on the following: Short Term Disability (excluding Accident and Sickness Riders), Life, Vision, Dental, Medicare Supplement, Long Term Care/ Home Health Care, Aflac Plus Rider and Group policies. Individual Company Statistic, 2015. 3Eastbridge Consulting Group, U.S. Worksite/Voluntary Sales Report. Carrier Results for 2002-2014. Avon, CT. Coverage is underwritten by American Family Life Assurance Company of Columbus. In New York, coverage is underwritten by American Family Life Assurance Company of New York.

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Links to Extra Content Featured Video: Cooking with PMQ: Test chef Brian Hernandez walks you through the steps of making and marketing the perfect finger food: spinach artichoke bites. Featured Video: Spotlight on Pizzerias and Pizzaiolos: Michael LaMarca, owner of Master Pizza, shares some of his best moneymaking promotions. Featured Video: Follow PizzaTV to Las Vegas for a special beer-and-pizza pairing extravaganza hosted by John Arena of Metro Pizza.

April 2015

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