PMQ Pizza Magazine October 2015

OCTOBER 2015 | WWW.PMQ.COM

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SMALL-TOWN HEROES TriBecca Allie Café puts a tiny southern hamlet on the pizza map PAGE 38

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Picking Out the Perfect Oven PAGE 48

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THE OVEN

MASTERS TriBecca Allie Café puts a tiny southern hamlet on the pizza map PAGE 38

5 Sweet Tips to Sell More Desserts PAGE 30

Picking Out the Perfect Oven PAGE 48

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RECENTLY ON PIZZATV.COM FIRING UP A CLASSIC MARGHERITA PIZZA RECIPE Jamie Culliton, silver medal-winning pizza acrobat and member of the Groupon U.S. Pizza Team, visited the PizzaTV studio recently and shared his recipe for a margherita pizza made in a wood-fired oven. Watch the video and check out the full recipe—which works for conventional ovens as well—at PizzaTV.com.

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8 FIXES FOR YOUR BORING RESTROOM Your customers probably don’t expect much from a pizzeria’s bathroom, but what if you surprised them? You can turn your restroom into a word-of-mouth marketing zone, according to John Flushberg, author of BathRoom Profits. It all starts with the right theme and decor. Pizza-shaped toilet lids, anyone?

LOVE LETTER TO A MEATBALL SANDWICH Andy Knef fell in love with meatball sandwiches at the tender age of seven. Now he has met—and devoured—the sandwich of his dreams, thanks to Wholly Stromboli (whollystromboli.com), a speakeasy-themed restaurant in Fort Lupton, Colorado, where owners Eric and Melissa Rickman create delicious food to match the Rocky Mountain scenery.

5 SECRETS OF DENMARK’S MILLION-DOLLAR PIZZA SHOP Gorm’s Pizzeria (gormspizza.dk), situated in Copenhagen’s bustling airport, racked up $1.4 million (U.S. dollars) in sales over just two months this summer. What are the secrets of its success?

According to head chef Mike Arvblom, who has built pizzerias in Los Angeles, Budapest and multiple cities in Sweden, it all starts with smart kitchen layout.

FIND US ON:

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PMQ Pizza Magazine The Pizza Industry’s Business Monthly

PMQ PIZZA MAGAZIN r 2015 E | Octobe | Volume

PMQ.C 2015 | WWW.

OM

19, Issue 8

Contents

OCTOB ER

ON THE COVER ’s Busines Industry s Monthly

Pride of the Yankees

MASTE

The Pizza

38

THE OVENRS Café puts a tiny Tribecca Allie let on the pizza map southern ham

m | PMQ.co

PAGE 38

At TriBecca Allie in Sardis, Mississippi, a pair of New York transplants are helping to bring back old-fashioned small-town values—while making some of the Deep South’s finest wood-fired pizzas. By Rick Hynum

FEATURES

30

Sweet Talk With 40% of customers saying they eat post-meal desserts at least twice a week, these five can’t-miss marketing tips will help your sweets sales hit the sweet spot. By Tracy Morin

50

OSTERIA-PIZZERIA MOZZA

30

Lovin’ Your Oven It’s a pizzeria operator’s most expensive purchase, so make sure you know how to choose the right oven for your new concept or expanded operation. By Tracy Morin

56

2015 Oven Buyer’s Guide Learn more about the latest pizza oven technologies, from advanced conveyors and decks to wood- and coalfired models.

64

ANCORA PIZZA

50

Insuring Peace of Mind Top insurance experts and providers describe the essential coverage that every pizzeria operator needs for true peace of mind. By Liz Barrett

70

Anthony’s Food Shop: Pizza, Gas and Fireworks Located in York, Maine, Anthony’s is a mom-andpop artisan pizzeria that also happens to be a gas station, a bakery, a coffee shop and more.

By Missy Green Assink

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The American Pie Join us at PMQ.com/pizzamap and help us create a definitive map of unique pizza styles and regions around the United States!

82

64 8

PMQ Pizza Magazine The Pizza Industry’s Business Monthly

Making the Team You don’t have to be the marketing Lone Ranger. Learn how to partner with other local businesses and cross-promote your way to success. By Liz Barrett

to 5 Sweet Tips erts Sell More Dess PAGE 30

Picking Out the Perfect Oven PAGE 48

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DEPARTMENTS

16

In Lehmann’s Terms: Dough Presses May Require Changes to Your Formula For operators planning to use a press, Tom “The Dough Doctor” Lehmann explains how to create a dough that’s softer and more extensible.

18

16

New York’s Finest: Creamy Tomato Pasta Soup Winter’s heading our way. What’s better on a cold day than a bowl of hot, delicious and healthy soup from Chef Santo Bruno?

20

Accounting for Your Money: ACA Presents Three Hurdles in 2016 Starting January 1, healthcare insurance rules for restaurants with at least 50 full-time employees will change—and what you don’t know can cost you.

24 The Art of Marketing: 5 Ways to Beat a Sales Slump When sales slow down, don’t give up without a fight. Here are five ways to spark a comeback at your pizzeria.

18

26 Liquid Assets: How to Make Your Wine Sales Shine More and more customers enjoy a glass of wine with their pizza. Follow these tips to talk them into splurging on better beverages.

28 Recipe of the Month: Down the Hatch Lee Hunzinger of Dallas’ Cane Rosso turns up the heat with this flavorpacked specialty pizza featuring Hatch chiles from New Mexico.

114 Pizza Hall of Fame: Corsi’s With a little help from their family garden, Rocco and Adelia Corsi started making soups and pastas that became legendary in Livonia, Michigan—and their humble restaurant kept growing and growing.

26 Click here for featured video: PMQ pays a visit to the Mayberrylike town of Sardis, Mississippi, for a visit with Dutch and Rebecca van Oostendorp and artisan pies at TriBecca Allie.

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Click here for featured video: PizzaTV crew members fill up their tanks at Anthony’s Food Shop, a York, Maine, artisan pizzeria that also happens to be a gas station, bakery and coffee bistro.

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SmartMarket: Don’t Let Your Oven Burn You

PMQ Pizza Magazine The Pizza Industry’s Business Monthly

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Online at PMQ.com

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From the Editor

14

From the Inbox

22

Moneymakers

78

Where We’ve Been, Where We’re Going

92

Product Spotlight

99

Advertiser Index

100

The Pizza Exchange

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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 .

Don’t Fear the Calorie Counters

U

ntil recently, I had devoted my life to the reckless consumption of calories. I seldom passed on a second helping of anything I liked—or a third of anything I loved. I was vain enough to feel embarrassed by my ample belly but not so vain that I could be persuaded to try a crunch or two. I liked to think of myself as “pleasingly plump.” Chicks dig that, right? A pleasingly plump, middle-aged man—what could be sexier? Besides, if I never actually stepped on a scale and weighed myself, I could never officially be fat.

Then, some nosy doctor put me on a scale, and wouldn’t you know it? I was officially fat.

I’ve been trying to shed pounds ever since, albeit not exactly with single-minded determination. I owe some of my meager progress to a locally owned restaurant chain called Newk’s (newks.com). I’ve always dug Newk’s food, but what I really love is its online Interactive Nutrition Menu, which details the nutritional values of every ingredient, down to the bacon bits and horseradish sauce. I know a whole turkey-on-wheatberry sandwich from the grab-and-go display will cost me only 410 calories.

(Yes, I actually count calories, not carbs. Call me old-fashioned.) I know three slices of the Spicy Sicilian Pizza run about 614 calories and a whole mess of fat grams and sodium that I will just try not to think about. I also know that Newk’s is the only restaurant here that offers me this data. So, nowadays, Newk’s gets a lot of my business.

Nationally, larger chains will have to provide this info when a federal law requiring nutritional menu labeling kicks in next year. The law is flawed—efforts to tweak it for the pizzeria industry continue in Congress and will, hopefully, succeed. But, as pizzeria operators, you can make this work by tweaking a few of your recipes and providing some lighter fare—think grab-and-go salads and sandwiches—that appeal to health-conscious customers while keeping your tastier pies just as they are, calories be damned. Since I discovered Newk’s Interactive Nutrition Menu, I may not order as many pizzas, but I’ve started spending more money there, not less. In other words, don’t fear the calorie counters.

Give us what we need, and we’ll always come back for what we want.

VOLUME 19, ISSUE 8 OCTOBER 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 SENIOR MEDIA PRODUCER Daniel Lee Perea, dperea@pmq.com ext. 139 MEDIA PRODUCER Chris Green, chris@pmq.com ext. 125 MEDIA PRODUCER Erin Toffler, erin@pmq.com IT SPECIALIST Aaron Harris, aaron@pmq.com ext. 137 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

PMQ PIZZA MAGAZINE | October 2015 | Volume 19, Issue 8

Rick Hynum Editor-in-chief PMQ Pizza Magazine

OCTOBER 2015 | WWW.PMQ.COM

ON THE COVER: The Pizza Industry’s Business Monthly | PMQ.com

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THE OVEN

MASTERS Tribecca Allie Café puts a tiny southern hamlet on the pizza map PAGE 38

5 Sweet Tips to Sell More Desserts PAGE 30

Picking Out the Perfect Oven PAGE 48

Damian “Dutch” van Oostendorp, co-owner of TriBecca Allie in Sardis, Mississippi, built his artisan wood-fired oven by hand, brick by brick, and knows its little quirks so well, no one else is allowed to use it.

Photo by Kara Hoffman

PMQ Pizza Magazine The Pizza Industry’s Business Monthly

CONTRIBUTORS Chef Santo Bruno, Tom Lehmann, Michael J. Rasmussen PMQ PIZZA MAGAZINE

605 Edison St. • Oxford, MS 38655 662.234.5481 • 662.234.0665 Fax linda@pmq.com PMQ Pizza Magazine (ISSN #1937-5263) is published 10 times per year.

Cost of U.S. subscription is $25 per year. International $35. Periodical postage pricing paid at Oxford, MS. Additional mailing offices at Bolingbrook, IL. Postmaster: Send address changes to: PMQ Pizza Magazine, PO Box 2015, Langhorne, PA 19047.

Opinions expressed by the editors and contributing writers are strictly their own, and are not necessarily those of the advertisers. All rights reserved. No portion of PMQ may be reproduced in whole or part without written consent.

GUIDOSPIZZAVANNUYS.NET

LITTLE CAESARS

FROM THE INBOX

May Lahham Guido’s Pizza and Pasta Van Nuys, CA Tawfik sounds like an impressive young man. Thank you for telling us about him, May, and we look forward to learning more about your son as his career develops.

FIND US ON SOCIAL MEDIA: 14

PMQ Pizza Magazine The Pizza Industry’s Business Monthly

AN INCREDIBLE HONOR Thank you for inducting Little Caesars into PMQ’s Pizza Hall of Fame. We appreciate PMQ’s acknowledgement of our more than 50 years in business and are proud of our contributions to the pizzeria industry and to our community.

Thank you again for this incredible honor, and I wish you all the best and continued success.

DI NGTO N

Christopher Ilitch President and CEO Ilitch Holdings, Inc. Detroit, MI

ME LA NI E AD

FOLLOW YOUR PASSION I have an interesting story for your magazine, one that will encourage your readers to follow their passion. Since the age of 14, my son, Tawfik Lahham, has worked in pizza restaurants. He worked for his passion for the pie, not for money. He always dreamed of having his own pizzeria one day. He finished high school and began a culinary program at a community college. When a pizza shop came up for sale, we did everything in our power to help him realize his dream. At the age of 20, Tawfik was a business owner, the proprietor of Guido’s Pizza & Pasta (guidospizzavannuys. net). He is now 22, and he has increased sales by four times more than the previous owner. He tells his staff members that they are not employees—they are “future restaurant owners.” His hospitality, his commitment to providing the best quality without compromises and his desire to satisfy his customers has kept the business growing. We are very proud of him and believe he is a great role model for young men who want to follow their dreams.

Founded by Mike and Marian Ilitch in 1959, Little Caesars earned a slot in the Pizza Hall of Fame at pizzahalloffame.com.

E W F F U T S

, Lee my Davis Jr.’s song m Sa in an M y nd Ca Like the o.com) ne Rosso (ilcaneross Ca s’ lla Da of r ge in Hunz s. Customers tisfying and deliciou sa ng hi yt er ev es ak m is one ic stromboli—like th ss cla e th on ns tio love his varia tch chiles, sausage, roasted Ha a, at ss re pp so t ho g featurin lla and basil. ushrooms, mozzare m s, ion on d ze eli m cara eat the dishes.

They even want to

IN LEHMANN’S TERMS

Dough Presses May Require Changes to Your Formula DOUG HXP

RESS

Q

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.

16

Planning to add a press to your operation?

For the best results, you’ll probably need a softer, more extensible dough.

By Tom Lehmann

mend using glutathione so that, if anyone asks about the ingredients in your crust, you can truthfully say that you use yeast without scaring customers away with a name that sounds like a laboratory chemical.

Finally, adding some oil or fat to the dough If you’re planning to use a press, you’ll need to work with a very soft and exten- formula promotes dough spread during presssible dough to prevent tears or excessive snap- ing, thus eliminating tearing of the dough/ back once the press head is raised from the skin. I have found that the addition of 2% to platen. Unfortunately, that means you may 4% fat to the dough formula works quite well.

If you use enough reducing agent in your have to make some modifications to your dough formula, although the changes aren’t formula, it’s possible that you will be able to start pressing dough balls just a few hours after really drastic.

Mention ad and receive FREErounder However, you’ll get a better, For starters, if you use standard pizza flour mixing. this installation! shape—with the potential for a better-tasting with 12% to 14% protein content, your dough onsite needs to have an absorption rate of about 60% crust—if you allow the dough to ferment in to 65% to allow moisture flow during the the cooler for 24 to 36 hours before pressing. pressing process. Flours with lower protein Aside from these changes, no other modifications need to be made to your dough when content will require a lower absorption rate.

To address the problem of snapback and using a dough press.

Next month, I’ll take a closer look at dough shrinkage, the best course of action is to add a reducing agent—such as L-cysteine, glutathi- presses themselves and try to help you deterone (also known as dead yeast) or deodorized mine how to choose the right type of press for vegetable powder. Since many customers are your operation. concerned about additives these days, I recom-

We’re expanding our operation and may need to use a dough press instead of stretching our dough by hand. Will we have to make any changes to our dough formula?

A

PMQ Pizza Magazine The Pizza Industry’s Business Monthly

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NEW YORK’S FINEST

Creamy Tomato Pasta Soup Just in time for colder weather, Chef Bruno dreams up a savory pasta soup made with tomatoes, fusilli and heavy cream. By Chef Santo Bruno

H

ello, my readers! As we all know, winter is coming—it’s nearly upon us, in fact.

And what’s better on a cold winter’s day than a bowl of hot, delicious soup? As I was sitting in my office recently, thinking about a new recipe for my PMQ readers, it occurred to me that we haven’t made soup in quite some time. Soup is the ultimate comfort food—it will warm our customers up for those colder days and nights. It’s also a great starter for lunch or dinner.

As the name suggests, this soup is creamy, savory and just plain good for the body and the soul. Try it out at home, and if you like it, put it on your menu this fall. 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.

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PMQ Pizza Magazine The Pizza Industry’s Business Monthly

INGREDIENTS: 4 tbsp. unsalted butter 1 large onion, chopped 2 lb. Italian tomatoes, skinned and chopped 1 tbsp. fine sugar ⅝ c. heavy cream 2 c. dried fusilli pasta 3 basil leaves (for garnish) ¼ c. deep-fried croutons 2 cubes vegetable bouillon Pinch of salt, pepper and baking soda

DIRECTIONS: Boil pasta until al dente. Melt the butter in a large pan, then add the onion and cook for three minutes. Add one vegetable bouillon cube with tomatoes, sugar and baking soda. Bring the soup to a boil and simmer.

Remove the pan from the heat and set aside to cool. Once cooled, purée the soup in a blender and pour through a strainer back into the pan. Add second bouillon cube, lower heat and simmer for 15 minutes.

Add cooked pasta. Pour the soup into warm tureens, swirl around the heavy cream, season with salt and pepper and garnish with basil and croutons.

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ACCOUNTING FOR YOUR MONEY

ACA Presents Three Hurdles in 2016 Starting in January, some pizzerias will be required to offer health insurance coverage to at least 95% of their full-time employees.

By Mike Rasmussen

Q A

What do I need to know about the Affordable Care Act in 2016?

Starting January 1, 2016, the Affordable Care Act (ACA) will offer three important hurdles for pizzeria restaurant owners if you have at least 50 full-time workers (defined as someone who works at least 30 hours per week). First, starting in 2016, you will be required by law to offer coverage to at least 95% of your fulltime employees. You will have to pay an excise tax if you don’t meet this requirement and if at least one of your full-time employees receives a premium tax credit when purchasing coverage through one of the government exchanges.

Secondly, you’ll need to meet the February 1 deadline for furnishing Form 1095-C to fulltime employees. This form describes what health insurance coverage was made available to the employee. These forms must also be filed with the IRS; failure to file them can result in fines of $500 for each form that wasn’t submitted. To make sure you don’t incur these penalties, work with your accountant to address all common

20

PMQ Pizza Magazine The Pizza Industry’s Business Monthly

law employee issues and identify all full-time employees for each month of the past tax year.

Finally, you’ll need to manage your exposure to the “Cadillac tax,” a 40% excise tax on employer-sponsored health coverage that provides high-cost benefits ($10,200 for individual coverage and $27,500 for self and spouse or family coverage).

If you’re required to provide health coverage to your employees, I encourage you to discuss ACA rules with your accountant or healthcare provider soon. If you have multiple units under common ownership, keep in mind that the government also takes into account “full-time equivalents”—that is, two or more part-time employees whose hours add up to a full-time load. For example, two workers who each log 15 hours a week would make up one full-time equivalent (2 part-time employees x 15 hours = 30 hours, which is equivalent to one full-time employee). So you may be surprised to find out that you have to comply with ADA requirements when you didn’t think they applied to you.

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.

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MONEYMAKERS

Cops Earn Tips for Special Olympics

When police officers aren’t protecting lives, many are helping to improve the lives of the people they serve. So when MacKenzie River Pizza Co. (mackenzieriverpizza.com), headquartered in Whitefish, Montana, wanted to help out Special Olympics Montana, the company turned to various law enforcement agencies around the state. For Tip-a-Cop Day, held at MacKenzie River locations throughout Montana, officers traded their badges for aprons, making and serving pizzas and working alongside Special Olympics athletes in the daylong event. All of their tips went to Special Olympics Montana, and when customers ordered the Guardian specialty pizza (pesto sauce, chicken, spinach, red onions, roasted garlic and mozzarella), MacKenzie River donated an additional $1. The promotion raised more than $18,000, according to marketing director Erica Terrell.

Athletes in Special Olympics Montana teamed up with Helena’s finest for Tip-a-Cop Day at MacKenzie River Pizza Co.

Carluccio’s Crosses the Pond

Famed European chef Antonio Carluccio has crossed the pond at last to open a restaurant in the Washington, D.C., area.

Antonio Carluccio, renowned for the 80-plus Italian restaurant/markets that bear his name in Europe and the Middle East, has opened his first U.S. store in Alexandria, Virginia, and has plans for a second one. The fashionable Carluccio’s (carlucciosusa.com) opened at 100 King Street in June and immediately drew press attention. The two-story operation will offer opera performances and cooking classes that will cover risotto, focaccia and pasta.

Quick Tip 1: Get Your Game On! Football season’s in full swing. Run up your score this year by offering a bundle deal—i.e., three pizzas with wings, breadsticks and soda—for game-watching parties.

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PMQ Pizza Magazine The Pizza Industry’s Business Monthly

King of the Road

Who says you can’t teach an old pizzeria new tricks?

After 80-plus years of success in West Haven, Connecticut, Zuppardi’s Apizza (zuppardisapizza.com), which opened its doors in 1934, hit the streets this summer with its brand-new, shiny red Zupp’s Truck, equipped with a brick oven and ready to roll to private parties, farmers markets and food truck festivals around the area. The heavily branded, can’t-miss vehicle serves a limited menu that includes slices and whole pies, plus the restaurant’s famed Fresh Clam pie, made with shucked-to-order littleneck clams.

Zuppardi’s Apizza hit the road with its first food truck this summer.

Quick Tip 2: Go Off the Wall Start looking ahead to November and plan off-thewall promos around World Vegan Month, World Student Day (November 15) or Have a Party With Your Teddy Bear Day (November 16).

Dallas Pizzeria Goes Back to School

A back-to-school promo at Dallas’ Greenville Avenue Pizza Company (gapc.co) was a success any way you slice it. The pizzeria offered free slices to customers who brought in school supplies—such as pencils, notebooks, pens, glue and crayons— or made financial donations (which the pizzeria matched dollar for dollar). The event benefited Ignacio Zaragoza Elementary School, where 98% of the school’s students live in poverty. The pizzeria gave away more than 60 slices of pizza and collected four large boxes of supplies.

October 2015 pmq.com

23

By Liz Barrett

THE ART OF MARKETING

5

WAYS to beat a

2

SALES SLUMP

Introduce something new. Show customers that you’re always keeping things fresh. It doesn’t have to be a revamp of the entire menu—just a few new items can excite their taste buds.

4

Entice people with crazy specials. Using email and social media, offer wacky promos—i.e., “Wear a Hawaiian shirt and get a free Hawaiian pizza”—to get people through the door.

Want more sales and marketing tips? Check out Liz Barrett’s weekly blog, The Pizza Insider (thepizzainsider.pmq.com)!

24

1 3

Offer free delivery for the month.

Offer a free delivery option to thank your customers. If you don’t offer delivery, hire a few temporary drivers during the slow time to see if it increases business.

PMQ Pizza Magazine The Pizza Industry’s Business Monthly

Cater to dieters. If some of your customers have adopted a no-pizza rule, remind them about your salads, thin-crust pizzas and other healthy options.

5

Give away your pizza. The more pizza you give away, the more customers you will get. Sign up for local events, donate pizza to worthy causes, and drop pizzas off at local businesses. Get your pizza in their hands, and your product will speak for itself!

THE

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How to Make Your Wine Sales Shine Try these tips for selling more wine with your pizza. dd Work your menu. With so many wines available now—from all over the world—it’s helpful to offer some descriptors of the varieties you offer. Is the wine fruity, sweet or dry? What fruits come forward on the palate? You might also suggest wine pairings with menu items. dd Train staff. It’s helpful if your servers can recommend a wine for each menu option. Hold tastings with distributors or ask the wine maker to recommend complementary flavor profiles. dd Take flight. Wine flights—a sampling of three wines in smaller servings—are popular for patrons who can’t choose just one. You can center the flights around different themes: dessert wines, Rieslings or bold reds, for example. dd Spread the word. Adding a new wine to the menu or trying to call attention to your wine selection? Promote it on social media, table tents and in-store signage. Or host “Wine Down Wednesdays” to drum up midweek business with special deals on select wines. dd Create themed dinners. Wine-and-food pairing nights can attract customers to your business on slower nights; offer a four- or fiveFrasca course menu with wines selected Pizzeria + Wine Bar (frascapizzeria. for each course at a fixed price. com) in Chicago keeps it simple, offering three flights—reds, whites and sparkling—that take the guesswork out of guests’ selections.

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PMQ Pizza Magazine The Pizza Industry’s Business Monthly

By Tracy Morin

Curious Pairs: Create a Winning Combination Wines can complement even the most decidedly down-home menu items.

Here are some outside-the-box wineand-food pairing suggestions, courtesy of Richard Breitkreutz, a New York-based sommelier and corporate beverage director for BR Guest Hospitality and Strip House:

Customer ordered: Pizza Recommended wines: Light Italian red wines, such as Barbera

Customer ordered: Spicy foods Recommended wines: Spanish reds

Customer ordered: French fries, potato chips or tater tots Recommended wines: Champagne, Alsace whites like Pinot Blanc, or dry Riesling

Customer ordered: Charcuterie (cured meats) Recommended wines: Rustic, spicy wines (Nero d’Avola from Sicily or Shiraz from South Africa)

Customer ordered: Desserts featuring dark chocolate Recommended wine: Banyuls, a Port-style fortified wine from south France

Customer ordered: Glazed donuts Recommended wines: Moscato d’Asti or another light off-dry sparkling or frizzante white

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October 2015 pmq.com

27

LEE HUNZINGER

RECIPE MONTH Down the Hatch of the

Recipe courtesy of Lee Hunzinger, Cane Rosso, Dallas, TX INGREDIENTS: 300 g. dough ball 2 oz. Hatch chiles, roasted and peeled 2 oz. Calabrian chiles 6 oz. pancetta, diced 4 oz. cremini mushrooms 8 oz. fresh mozzarella 4 oz. ricotta cheese 6 basil leaves, torn into pieces Pinch of oregano Extra-virgin olive oil Pinch of grated Parmesan cheese DIRECTIONS: Stretch out pizza dough to 14”. Place basil leaf pieces in a circle toward the center of the pizza. Lay down fresh mozzarella in small dollops. Using a teaspoon, place the ricotta cheese on the pizza and spread evenly. Add Hatch chiles, Calabrian chiles, cremini mushrooms and pancetta. Spread all toppings evenly, leaving roughly 1” at the end of the crust around the pizza. Sprinkle the pie with oregano and bake.

In a 900°F wood-burning oven, the pie bakes in roughly 90 seconds. When the pizza is done, drizzle with extra-virgin olive oil and Parmesan cheese.

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PMQ Pizza Magazine The Pizza Industry’s Business Monthly

Feel the Heat Located between Las Cruces and Truth or Consequences, the town of Hatch, New Mexico, bills itself as the chile capital of the world. Farmers and botanists in the state’s Mesilla Valley regularly develop new breeds of designer chiles with a range of flavors and heat levels. Here’s a little info about several of the better-known varieties: Big Jim: A medium-hot variety, this large, meaty pod has been listed as the world’s largest chile in the Guinness Book of Records. Big Jim offers plenty of room for toppings and makes great rellenos.

NuMex Joe E. Parker: With a medium heat level, this large, fleshy chile—one of the most popular green chiles on the market—tastes especially good after being roasted.

Barker X-Hot: Don’t let its size fool you. The Barker may be one of the smaller chile peppers, but it packs a lot of heat.

It’s consistently fiery, ranging up to 30,000 Scoville heat units (compared to 5,000 for a typical jalapeño).

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THE POSH TOMATO

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PMQ Pizza Magazine The Pizza Industry’s Business Monthly

 Posh Tomato incorporates locally sourced raw chocolate in its top-selling s’mores-inspired dessert pizza.

Sweet Talk Forty percent of consumers say they eat post-meal desserts at least twice a week. Here are 6 can’t-miss marketing tips to help you cash in on the cravings! By Tracy Morin

D

iet, schmiet—your customers are craving desserts, and they’re craving them more often. Research company Technomic’s 2013 Dessert Consumer Trend Report found that, compared to two years previous, more consumers are eating dessert items during midmorning and midafternoon hours, both as snacks and after meals. Even better, the report announced that dessert consumption is on the rise: Two-fifths of consumers (40%), up from 36% in 2010, report that they’re eating desserts after a meal at least twice per week.

Are you ready to cash in on customers’ demand for decadent desserts? If so, these five can’t-miss marketing

tips—gleaned from savvy multilocation operations—will ensure that your sweets sales hit their sweet spot.

1. Get Savvy With Sampling. When the 561-location Hungry Howie’s Pizza (hungryhowies.com) chain, based in Madison Heights, Michigan, recently rolled out a dessert for the first time in years, it was important to let both new and existing customers know about the option. “We implemented an aggressive sampling program in August,” notes Rob Elliott, executive vice president of marketing for Hungry Howie’s. “We included a sample of our new Howie

October 2015 pmq.com

31

PIE FIVE PIZZA CO

When promoting desserts, Pie Five Pizza Co. employs mouthwatering photography to grab attention and ramp up sales.

“If we can get our brand loyalists to try an LTO dessert and then wow them with a decadent recipe, they provide some of the most meaningful testimonials and drive engagement.”

—Christina Coy, Pie Five Pizza Co.

Brownie with every outgoing order.” Not only does a free sample guarantee trial and spread the word, it’s also a great opportunity to exceed expectations, leaving the customer with a positive impression of his overall experience, Elliott adds.

2. Picture This. Mouthwatering menu descriptions are crucial for tempting customers to try your desserts, but images act as a powerful reinforcement. Take the time to style and photograph your desserts so they look their best, then display the pictures in menus, marketing materials, e-newsletters and more. “A picture is worth a thousand words and is definitely the most important piece of the pie, so to speak,” says Christina Coy, vice president of marketing for Pie 32

PMQ Pizza Magazine The Pizza Industry’s Business Monthly

Sugar Rush Still craving more dessert marketing tips? Try these four additional tactics to ramp up sales of the sweet stuff: Experiment with limited-time desserts. You may find your next bestseller! For example, play around with different dessert pizza toppings—and don’t be afraid to make further tweaks according to customer feedback or sales numbers.

Themes and packages. Try themed pairings, such as dessert-and-wine flights, or generate interest through package deals. “On Saturday nights, we know a lot of teens come in,” notes Solomon Sarway, COO of Posh Tomato in Brooklyn, New York. “We may offer a hot chocolate and chocolate pizza combo in the winter or a specially priced pizza and dessert deal.”

Get social media feedback. Solicit feedback from your most loyal customers through social media by running a “Create Your Dream Dessert” contest. Narrow the contest to three or five finalists, then open voting to all.

Add the dessert to your menu for a month and present the contest winner with free dessert all month long.

Tune in to your customers’ taste buds. “We created the chocolate and peanut butter pizza when we noticed that a lot of customers would ask for a peanut butter drizzle on their chocolate pizzas,” Sarway says.

“We gave it a shot, and it became very successful for us.”

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LEE HUNZINGER

New York-Style Zeppole Recipe courtesy of Lee Hunzinger, Cane Rosso, Dallas, TX Ingredients: 430 g. water (room temperature) 30 g. vanilla extract 1 tsp. cinnamon Five Pizza Co. (piefivepizza.com), with more than 30 locations in nine states. “We make sure every dessert picture is mouthwatering and use those images everywhere: in-store, on digital ads and through all social channels.”

35 g. wet yeast (12 g. dry active yeast) 50 g. blended oil (75% canola/vegetable oil and 25% olive oil) 5 large eggs 350 g. sugar 800 g. high-gluten flour

3. Get Suggestive. Your order takers and in-store servers play a key role in encouraging trial of your desserts.

Teach your staff to suggest a personal favorite dessert with every order and encourage them to play up its flavors. They can even open the conversation with a heads-up at the start of the meal: “Don’t forget to save room for our amazing zeppole.” Often, the mere suggestion—along with a personal testimonial—will inspire customers to “find room” for a sweet ending to their meals.

You can also initiate a contest among staff members to motivate them. For its new dessert rollout, Hungry Howie’s incentivized franchisees by offering a weekend getaway to the location with the highest percentage of sales over three months, plus a cash prize for the entire crew. Meanwhile, an ongoing incentive for crew members rewarded the employee with the highest percentage of dessert sales. “You have to motivate employees to keep desserts at top of mind,” Elliott points out. “We want to make sure they’re communicating on the phone about this with every customer.”

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PMQ Pizza Magazine The Pizza Industry’s Business Monthly

Directions: Except for the flour, mix all of the ingredients in a large bowl, making sure all of the eggs are whipped smooth. Add high-gluten flour and mix until all ingredients are thoroughly mixed to a wet, batter-like consistency. Leave room in the bowl for the yeast to activate and the batter to expand—it will at least double in size.

Let proof for about 2 hours at room temperature (or for slightly less time in warmer areas).

After the batter has doubled in size, it’s ready to be fried. In a deep fryer or large pot, heat up oil to 350°F. Use a spoon or small ice cream scooper to scoop out portions of the batter, then dip each portion in the hot oil (to prevent sticking) and place in the fryer for 5 minutes, turning after 2 ½ minutes to brown both sides.

On a separate plate or tray, lay out some paper towel on which to place the hot cooked zeppole and to absorb excess oil. In a separate bowl, make a cinnamon/sugar mixture to taste. Place zeppole in a paper bag, pour 2 tablespoons of cinnamon/sugar mixture into the bag and shake it up. (For traditional zeppole, place zeppole in bag, then add 2 tablespoons of 10x confectioners sugar and shake to mix and cover.)

“Say Hello to

Ciao Tomatoes

and shake hands with True Italian Tradition” EMILY LOVING

THE POSH TOMATO

Pizzerias can easily add sweet toppings such as fruit and powdered sugar to transform traditional dough into a sweet treat.

“The category of dessert is not ancillary to our menu. It’s an anchor...We elevate dessert options by positioning them as equal to our core product.”

—Solomon Sarway, The Posh Tomato

4. Brand Names Resonate. When it comes to indulgent comfort foods such as desserts, customers often gravitate toward the familiar. Utilizing well-known brands has been successful for Pizza Doctors (pizzadoctors. net) in La Crosse, Wisconsin, where owner Larry McMahon tops dough with beloved ingredients, including Skittles, Heath Bars, Reese’s Peanut Butter Cups and M&Ms. Similarly, Pie Five leverages partnerships with well-known specialty brands, such as Ghirardelli and Oreo, to drive dessert trial. “Customers know and love these brands, and we want them to know we’re using the best,” Coy says.

Alternatively, you might find that your guests crave something a bit outside-the-box—healthier options, bite-size portions, or gluten-free or low-calorie recipes. Survey your customer base to find out what they’d like to see on your dessert menu, or suggest that servers ask them about their favorites.

5. Give Desserts Equal Billing. Your desserts should work to reinforce your brand image and your menu as a whole. For example, at Brooklyn, New York-based

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October 2015 pmq.com

35

LULUS BAKERY

Creative signature desserts help differentiate your pizzeria from competitors.

Sweet Stats Sell more desserts by taking note of some key facts from Technomic’s 2013 Dessert Consumer Trend Report:

LULU’S BED AND BREAKFAST

$

5

Posh Tomato (poshtomato.com), with four locations in New York, New Jersey and Connecticut, the menu is based around a very thin crust used as a “plate” for both sweet and savory toppings. Since Posh positions desserts alongside its pizzas, customers opt for the s’mores-inspired pizza with about 60% to 80% of orders, estimates Posh Tomato COO Solomon Sarway. “The category of dessert is not ancillary to our menu. It’s an anchor,” he explains. “It’s all about knowing what the customer expects, then coming up with something that will properly complement your core product in as many ways as possible—in the amount, taste profiles, plating, etc. We elevate dessert options by positioning them as equal to our core product.” In addition, Posh Tomato appeals to young diners through local sourcing, utilizing a local shop to supply its raw chocolate.

For Hungry Howie’s, it was important to ensure the new desHOWIE E I sert played off the chain’s focus BROWN on flavors, reflected in its various flavored crust options. Like any pizza, the Howie Brownie, served in a family-size, five-piece

ng. for shari te Sauce.

5 pieces Chocola ed with Family-siz lted Caramel or Sa th wi urs Flavor yo

TO-GO

READY-

TH HOME WI TAKE IT XT ORDER! UR NE YO

36

Shareable desserts sold at a reasonable cost appeal to those looking to feed hungry families.

PMQ Pizza Magazine The Pizza Industry’s Business Monthly

• Emotions can drive dessert purchases. Most consumers say they are more likely to eat dessert when they want to treat or reward themselves (78%) or are feeling happy (60%), suggesting the strong effect of mood on dessert consumption.

• Dessert occasions are influenced by the dining party.

Forty-four percent of full-service desserts and 29% of limited-service desserts are shared.

• Consumers want healthier desserts and smaller portions. Consumer responses reveal demands for healthier desserts—especially low-calorie and sugar-free options—and 36% of consumers agree that they are more likely to order dessert if a miniature portion is available.

portion, can be customized with the option of a salted caramel or chocolate drizzle. The takeaway: Define what your point of difference is, then ensure it carries over to your dessert menu.

6. Hit the Campaign Trail. Whether you’re adding new desserts to the menu or want to amp up interest in your current array, initiating a marketing campaign is crucial to success. “We utilize our loyal Circle of Crust members and offer points-based offers to entice them to try our limited-time desserts,” Coy notes. “If we can get our brand loyalists to try an LTO dessert and then wow them with a decadent recipe, they

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Classic flavor combos, such as peanut butter and jelly, can give you inspiration for dessert pies that are a hit with kids and adults alike.

provide some of the most meaningful testimonials and drive engagement. We also look for natural dessert drivers, like holidays or social trending. For example, we rolled out our Monster Brownie to coincide with National Splurge Day, which gave our customers justification to give our new dessert a try.”

Hungry Howie’s aggressively spread the word about its desserts with point-of-purchase materials, through its telephone greeting, with a pop-up on its online ordering page, and in print advertising. “Instore, we installed POP displays with mouthwatering photography and a call to action to entice customers to try the dessert,” Elliott explains. “We want it to become instinctual for the customer to add a dessert to his order.”

Tracy Morin is PMQ’s senior copy editor.

Broccoli & Cheese, Sauteed Spinach & Cheese, or Shrimp, Diced Tomato and Cheese)

For additional recipes and availability in your area visit

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For a FREE Sample of Marino’s Garlic Spread email Marino at zazzmar@aol.com October 2015 pmq.com

37

ANDY KNEF

38

PMQ Pizza Magazine The Pizza Industry’s Business Monthly

Sit down for a laid-back chat with Dutch and Rebecca van Oostendorp and learn more about mastering the wood-fired oven at PizzaTV.com.

Pride of the Yankees tv

In the Mayberry-like hamlet of Sardis, Mississippi, oven masters Dutch and Rebecca van Oostendorp use the power of pizza to revive small-town values at TriBecca Allie Café. By Rick Hynum

T

he sleepy Mississippi Delta hamlet of Sardis may not have a bumbling deputy named Barney or a town drunk named Otis, but it’s about as close to Mayberry as you could get. On Main Street alone, you’ll find a hometown theater, the Panola Playhouse, that has been staging family-friendly productions since 1962 (think The Miracle Worker and My Fair Lady), a pet grooming shop, even a “Cat Crossing” sign near the hardware store, right about where you will often spot at least one stray tabby ambling across the street.

It’s also where you’ll find a couple of transplanted New Yorkers who are making some of the finest wood-fired pies in the Deep South. As owners of TriBecca Allie Café

(tribeccaallie.com), Damian “Dutch” and Rebecca van Oostendorp have built a little pizza shop with a big reputation, drawing customers from all around north-central Mississippi—because, as folks in these parts will tell you, Dutch’s award-winning Magnolia Rosa Insalata and Rebecca’s famous Triple-Layer Lasagna always make the long drive worthwhile.

Married for 17 years, the van Oostendorps—he’s a former pro golf instructor, and she’s a swim coach when she isn’t in the kitchen—have come a long way from their days of selling bread loaves at a farmers market in nearby Oxford. Once outsiders newly arrived from the north, they are now some of Sardis’ best-known—and

October 2015 pmq.com

39

ANDY KNEF

ANDY KNEF

Dutch and Rebecca van Oostendorp transformed an old run-down building in downtown Sardis, Mississippi, into one of the hottest pizza spots in the Deep South.

best-loved—citizens, not to mention important business leaders and job creators. “When you move [to Mississippi] from a place like New York, you have to shake off the chains of being seen as, you know, the ugly Yankee,” Dutch admits. With a smile, he adds, “Now they say we’re damn Yankees—because we came and stayed here.”

ESCAPE FROM NEW YORK Truth is, the small-town southern life suits these Yankees pretty well. “My hometown in New York was pretty small, too—not as small as Sardis, but small by New York’s standards,” says Dutch, who grew up in the Hudson Valley, northwest of Manhattan. “Everybody knew everybody.

Every parent knew who you belonged to.”

Rebecca, meanwhile, came of age in lower Westchester County, just outside the Bronx. When her parents decided to retire and head for warmer climes in the late 1990s, she followed. A former country club manager, she took a job as director of Ole Miss Catering at the University of Mississippi in Oxford. Meanwhile, shortly before she moved south, she and Dutch met at a mutual friend’s wedding. Duly smitten, Dutch soon dropped everything and followed his true love to Mississippi.

Rebecca was ready for a change, her husband recalls.

“She was getting tired of the craziness in New York—a lot of break-ins, missing cars and snowstorms.” But, for all its quaint appeal, Sardis, like many small towns in America, had its own problems: very little growth, a 40

PMQ Pizza Magazine The Pizza Industry’s Business Monthly

struggling business community, and nearly one-quarter of the population stuck below the poverty line.

The van Oostendorps were determined to make a difference in their adopted home. After testing the waters with a backyard brick oven and a little bread baking business that created some serious buzz, the aspiring restaurateurs purchased and began renovating an old two-story building in downtown Sardis. It took them five years to bring TriBecca Allie to life. Dutch even built the woodfired oven himself, mostly from recycled brick. “It was definitely more cost-effective,” he says. “Depending on your financial situation in the beginning and your lead time before opening, having an oven that’s already built for you will make a big difference. You can order them fully assembled or in modular form, where you put them together yourself. In our case, there wasn’t any hurry in getting the restaurant going. Financially, it behooved us to take it in stages and build it ourselves. And if you build your own oven, you know its ins and outs—and its potential drawbacks—from the beginning.” (For more info about Dutch’s oven and his tips on wood-fired oven management, check out the sidebar on page 42 and watch our exclusive video interview on PizzaTV.com.)

TriBecca Allie officially opened in January 2010, and popular acclaim quickly followed. Its Magnolia Rosa Insalata won second place in the American Pizza Championship in Orlando, Florida, that same year. In 2013, Zagat named their Patate (potato) Pizza the best pie in

It pays to tend to your flock.

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“In the first year we opened, I made Hungarian goulash, and no one ordered it. I couldn’t figure out why—it was a great dish. I finally figured out if I named it Beef Tips and Paprika Sauce, it sold like wildfire.”

—Rebecca van Oostendorp

ANDY KNEF

As Seen on PizzaTV: Tips From the Master PMQ test chef Brian Hernandez and the PizzaTV crew spent an entire Thursday afternoon with two of our favorite restaurateurs—Damian “Dutch” and Rebecca van Oostendorp, owners of TriBecca Allie Café in Sardis, Mississippi. Check out the exclusive video interview with this dynamic couple at PizzaTV. com and watch Dutch, a true master of the wood-fired oven, in action. Meanwhile, he shares three quick tips with our readers: 1. Wetter is better. To create a dough that can withstand the intense heat of a wood-fired oven, you’ll need to use more water in your formula. “[More water] gives you greater lift in the dough, because you will get more evaporation due to the high temperatures,” Dutch says.

2. Follow the three-touch rule. “Try not to move the pizza too much,” Dutch warns. “Once you put it in the oven, leave it in that spot until it’s virtually done cooking.”

As it starts baking, he adds, “Think of touching it three times— touch it once to turn it, touch it a second time to turn it again, and for the third touch take it out…and you’re done.”

3. Char’s the star. Wood-fired pizza is all about the right amount of char. “The char is what adds flavor to that final bite,” Dutch notes. “We call it the pizza marshmallow, with that toasted burnt-marshmallow flavor. Don’t be afraid of a little bit of char.”

42

PMQ Pizza Magazine The Pizza Industry’s Business Monthly

Mississippi, and Thrillist reached the same conclusion about the Magnolia Rosa Insalata the following year.

“Rebecca and Dutch van Oostendorp certainly aren’t the first New Yorkers to move to Mississippi and open up a pizza shop,” the Northeast Mississippi Daily Journal reported a few years after TriBecca Allie opened. “But they very well may be the best.”

A COSMOPOLITAN MENU The van Oostendorps aren’t the first married couple to run a pizza shop, either, but they appear to be a match made in culinary heaven. Dutch is the pizzaiolo, a skilled oven master who peels out savory specialties like the Capricciosa (ham, artichoke hearts, ripe olives, mushrooms and mozzarella) or the Polpette (meatballs, ricotta, mozzarella and oregano). Rebecca handles the equally popular daily specials, which range from moussaka and muffalettas to gazpacho and tamale pie. They’ve built up an email database of customers from around the north-central part of Mississippi, along with a fast-growing Facebook and Twitter following. “We post and send the menu out on Tuesday night and rotate out about 60 different specials through the cycle,” Rebecca says. And they pay close attention to customer feedback. “If you came in and said, ‘Jeez, Becca, I really miss the pot roast,’ the next week I’d get the pot roast back on the menu for you.”

From Italian dishes to Cajun classics and gourmet desserts, Rebecca can cook just about anything. “If you have a request for food that you miss from where you grew up, I will make it for you,” she says. But some dishes go over better than others, she admits. “In the first year we opened, I made Hungarian goulash, and no one ordered it. I couldn’t figure out why—it was a great dish. I finally figured out if I named it Beef Tips and Paprika Sauce,

ANDY KNEF

it sold like wildfire. No one wanted to eat something called goulash.�

Some locals were also leery of the unique smoky flavor and charred texture of wood-fired pizza, Dutch admits. “We did have a hard time educating them. For a lot of them, their only experience with pizza was from Pizza Hut or Domino’s. Obviously, our pizzas looked more ‘welldone’ than they were used to. Some people thought they were burnt.� For some regular guests, Dutch started out undercooking their pizzas, then gradually increased the bake time over several visits until the customers became accustomed to the taste.

Dutch allows limited customization with the specialty pizzas—he doesn’t mind holding the onions or

At Frog’s Pearl Station, the van Oostendorps’ dessert and coffee shop located next to TriBecca Allie, friendly servers like Maddie Garrett dish out espressos, eclairs, cappucinos, sea salt caramel gelato and more.

the mushrooms, for example—but he draws the line at substitutions. Each recipe boasts a delicate and precise balance of flavors, and he’d rather not meddle with them. Customers can create their own pies, but, even then, he says, “We limit them to five toppings. At the temperatures we cook at, it’s difficult to manage a pizza with more than five toppings.�

TriBecca Allie’s hours are limited, too. The store opens for lunch only on Wednesdays, Thursdays and Sundays, for lunch and dinner on Fridays, and for dinner only on Saturdays. Enforcing strict standards of quality are important to the van Oostendorps, so they handle all of the cooking, prepping and pizza making themselves.

The servers are cross-trained to man the POS system,

DOUGH with attitude.

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of course, and busboys and dishwashers play their key roles, but the culinary duties fall exclusively to Dutch and Rebecca. That means TriBecca Allie can’t run on a standard chain restaurant’s hours, they note. “We may only be open for 20 hours a week, but we actually work about 80 hours a week,” Rebecca says. “People say our hours are funny. To us, they don’t seem funny. These are about how many hours we can work.”

A SENSE OF OWNERSHIP Most locals don’t mind the no-substitution rules or the unusual hours. It helps that TriBecca Allie has helped put Sardis on the map for many foodies around the state and attracts crowds of diners to the downtown business district, especially on weekends. “Supposedly 75% of the people who walk into your restaurant live within five miles,” Dutch muses. “Not here. For us, most of the high-volume days tend to be folks coming from farther out. We get people from a 30- to 45-mile radius on the weekends.”

The good folks of Sardis, meanwhile, take immense pride in the little pizza shop. It’s a “locally owned” pizzeria

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ANDY KNEF

Dutch van Oostendorp uses hardwoods, such as white oak, red oak, pecan or red gum, to keep the home fires burning at TriBecca Allie.

in more ways than one. “Twenty percent of our clientele feels a sense of ownership of the restaurant,” Rebecca says. “They publicize it for us. They...protect us and look out for us.”

Dutch agrees, adding, “The city clerk and the director of public works—more often than not, if you want to find them at lunchtime, they’re here.”

“We have a local judge who will get up from his table on a busy Saturday night and start clearing tables to let people sit down,” Rebecca says. “He thinks nothing of it.

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“I think America needs to get back to its roots and have those local places where people go eat and know that whatever they eat there is good.”

—Dutch van Oostendorp

KARA HOFFMAN

After TriBecca Allie took off, the van Oostendorps renovated the building next door to create Frog’s Pearl Station as a coffee and sweets shop.

It’s what he’s supposed to do, because this is his town. Our clientele is very protective of the restaurant and patronize us as much as they can.”

A RIGHTEOUS LIVING It also helps that the van Oostendorps, although New Yorkers by birth, have ingrained themselves into the Sardis community like true lifers. And this is, perhaps, the greatest marketing lesson they can impart to new pizzeria operators looking to succeed in small towns. They know everybody’s names; they know when the owner of the hardware store has gone on vacation and when he’s coming back. They know the Panola Playhouse’s production schedule and the phone number of the local handyman, who will often tell them how to fix the problem rather than come over and charge to fix it himself.

They’re not just there to take your money. They want to feed you and send you home full and happy. And they want to see Sardis thrive—not just because it’s good for business, but also because small-town life, they believe, is good for the soul. After renovating their own building to build TriBecca Allie, they purchased the building next door and set up Frog’s Pearl Station (frogspearl.com), a picturesque Victorian-style cottage where guests enjoy desserts ranging from gelato and tiramisu to eclairs, cream puffs and chocolate-covered pretzels. Now they’re working on a third downtown building, hoping to make it an attractive site for future entrepreneurs.

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“Folks say we have [helped revive downtown Sardis],” Rebecca says. “We worked for five years renovating this building, and people watched us and thought, ‘Oh, they’re never going to open anything.’ Then we opened it, and it started to grow—people saw that something good could happen in Sardis. Since then, we’ve had a lot of new businesses open in town, including three antique stores, and the pet grooming store down the street now gets more business from other towns.”

Meanwhile, customers who drive in from Oxford— which is nationally renowned for its restaurant scene— have urged the van Oostendorps to open a second store there, but that’s unlikely, Dutch says. “If we did [open a second location] for some unknown reason, it probably wouldn’t be in Oxford. A lot of folks come here from Oxford to escape. If we opened in Oxford, it would certainly shoot this store in the foot.”

“We didn’t get into this business to be million-dollar earners,” he adds. “I think America needs to get back to its roots and have those local places where people go eat and know that whatever they eat there is good. We need to get away from the big supermarkets—maybe we can see old-time butchers and bakeries come back. Go from the north end of Main Street to the south end and do all of your shopping and see eight or 10 people along the way and know all of their names.”

This revival of small-town America has to start somewhere—why not with an awesome little pizza joint like TriBecca Allie? That’d be fine with Dutch. There’s nowhere else he’d rather be and nothing else he’d rather be doing.

“I feel like making pizza is a really righteous way to make a living,” he says.

Rick Hynum is PMQ’s editor-in-chief.

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A brightly colored, logoed wood-burning oven lends crowd-pleasing theatrical flair to Cane Rosso, a Neapolitan pizzera in Dallas.

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LVIN' YOUR

OVEN Looking to open a new concept or expand your operation? Here’s what you need to know to find an oven that perfectly fits your needs. By Tracy Morin

Y

our oven is the heart and soul of your operation— and your most expensive purchase when building a successful pizzeria. Choosing the right type for your pizzeria is a decision that should be made only after careful thought and research. “Too many times we look at ovens as a means to an end—baking a pizza— but it’s a whole lot more than that,” notes Tom “The Dough Doctor” Lehmann, a Manhattan, Kansas-based consultant to the pizza restaurant industry. “Some ovens won’t bake certain types of pizzas well at all, while other ovens are desirable for the unique ambience they add. You want to make sure your oven matches your store concept, because every oven has its own unique applications where it shines.”

YOUR OPERATION: VERSATILE Your Oven: Deck These multitaskers are excellent for cooking a wide variety of items. If you offer breadsticks, wings, pasta, chicken dishes and other items, deck ovens can be used for cooking across the board. You can also add flexibility by using cooking containers with lids to avoid drying out items, or cook on a screen to regulate heat absorption.

Deck ovens are available in two varieties. Some deck ovens have 1.5” or less of deck material; anything thicker can be considered stone hearth (though the decks can be made of stone or a composite material). The stone hearth type stores more latent heat and can make pizzas faster, without requiring long recovery times that can slow your production.

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Known for foolproof cooking, conveyor ovens are a great choice for high-volume operations.

Deck ovens do have some potential downsides. Your production capacity may be limited, and they do require some hands-on work, including setting the temperature, rotating the pies and monitoring during cooking by the oven tender. On busy nights, tracking product can be more challenging, but they add a certain ambience to the pizzeria, as they showcase pizzaioli personally interacting with customers’ pies. Stone hearth ovens can even feature a gas log in the oven to create a wood-fired-type ambience without the hassle.

Ultimately, these are great entry-level ovens and generally easy to operate. Maintenance-wise, gas-operated deck ovens offer simple upkeep and construction, but in certain locations, local regulations may require electric models.

YOUR OPERATION: HIGH-VOLUME Your Oven: Conveyor/Air Impingement In the past, conveyor ovens were available in two types— infrared and air impingement—though the former has become less popular in recent years. Conveyors are known for their no-brainer operation and foolproof cooking,

Hot Tip! When your oven isn’t working properly, you lose money for every minute of downtime. Before buying an oven, ask the manufacturer if you must work with them directly to obtain parts and what their response time is when service is required.

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without the need for an oven tender; an employee simply places the product on the conveyor at one end and removes it at the other. They’re ideal for high-volume operations, where churning out product at a fast pace is the most important consideration.

But there are some issues to consider before choosing this oven type. Employees must make sure that everything entering the oven is consistently assembled so the product gets baked properly. Hence, dough should always be at about the same temperature entering the oven, and dough formulations should be similar from day to day to ensure appropriate baking conditions.

Operational knowledge is key to success with these types of ovens. Conveyor ovens bake through highly focused air columns—controlled through finger pattern—from the top and bottom of the oven. The fingers are adjustable, so they can be open, closed or anything in between, and they’ll determine how the product bakes. For example, if you switch your type of cheese, it can scorch or burn in a conveyor oven with the wrong settings. However, you can replace fingers for about $100 per position. Trial and error will dictate your optimal configuration.

If you make different styles of crusts, a conveyor oven may provide less flexibility than a deck oven, but you do have options. You can stack ovens, running each at two different times and temperatures, or you can try a split conveyor (with fingers designed to suit the split). But, generally, conveyor ovens tend to be dedicated to a certain product, developed specifically for what you make most; they can’t be adjusted throughout the course of the day.

YOUR OPERATION: RESTAURANT Your Oven: Convection Often confused with air impingement types, convection ovens are great for making a variety of baked goods, including breads, rolls, cakes and cookies, or for specialty items such as toasted sandwiches. Convection ovens utilize fans to move air flow around the oven, but there is no focused heat on the bottom of the oven.

At Gelsosomo’s Pizzeria (gelpizza.com) in Crown Point, Indiana, owner Peter Anderson utilizes double-stacked convection ovens to heat calzones, certain pizza styles and breads, while a conveyor oven handles thin-crust pizzas for his high-volume operation. “Convection ovens are great for things that need a longer cook at a lower

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When purchasing equipment, make sure the oven is designed for cooking pizza. Tom Lehmann recalls frustrated operators who have purchased deck ovens that are better for bread baking or conveyor ovens that were configured for a seafood chain, requiring costly finger replacement and configuration. Even though it looks like a pizza oven, it may be all wrong for your operation!

temperature,” he notes. “We use them for our thick, deepdish and Sicilian-style crusts.” The ovens do take up a bit of space (each is about as wide as a typical refrigerator, Anderson estimates), but they’re helpful in expanding his variety of menu offerings, he says.

Convection ovens can also be more affordable than other types. Though pizza-focused operations might not solely choose a convection oven, they can be useful as second ovens or for restaurants that focus more on other foods while offering pizzas as well.

YOUR OPERATION: ARTISAN Your Oven: Wood- or Coal-Burning These ovens can be strictly wood- or coal-burning, or they can combine these heat sources with gas. The latter is easier to maintain because the oven can be idled at 300°F to 350°F at night, then fired up in the morning with coal or wood, bringing it back to baking temperature in about three hours. Many operators prefer not to visit the shop on days the store is closed just to add wood or coal to maintain temperature, and gas eliminates this need.

When choosing this option, ensure you have a consistent supply of the same type of wood or coal and put in roughly the same amount each time to maintain consistent temperature. You should also purchase a hand-held infrared thermometer to monitor the temperature of your deck.

Make sure your local regulations allow for a woodor coal-fired oven; some areas might require a catalytic converter, while some allow these ovens only when they have been grandfathered in. Also find out whether your insurance company allows this type of oven in your particular facility. Strip mall settings, for example, often forbid them, or you may need a special permit.

Finally, a skilled operator must monitor product; cooking in these ovens is a specialized skill, so staffing and product consistency can be a challenge. However, if you can 54

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“Too many times we look at ovens as a means to an endbaking a pizza. But it’s a whole lot more than that. You want to make sure your oven matches your store concept, because every oven has its own unique applications where it shines.” —Tom “The Dough Doctor” Lehmann

make this option work for you, it promises high-quality results, creating delicately charred crusts and smoky flavors that cannot be replicated in any other type of oven. You can also cook pizzas quickly, as these ovens can be heated to 900°F or higher; however, you will need to have a high-absorption dough (containing 70% or more water) to create the light and bubbly crust this oven produces best.

Wood- or coal-fired ovens are best suited for dine-in operations, as these crusts can quickly lose their crispness, making them less appropriate for delivery. But these ovens can cook a variety of menu items, from pasta and wings to meat-focused mains. And don’t forget the marketing advantage: These ovens are visually compelling and offer built-in bragging rights and unmatched ambience in high-end or artisan shops!

This article was written with input from Tom “The Dough Doctor” Lehmann, a consultant for the pizza and baking industries based in Manhattan, Kansas.

Tracy Morin is PMQ’s senior copy editor.

Ovens with electronic controls help operators monitor temperatures for the perfect bake.

ZOLI’S NY

Hot Tip!

2015 OVEN BUYER’S GUIDE MARSAL & SONS All Marsal & Sons ovens feature Marsal’s signature beauty through industrial design, making your oven the centerpiece of your restaurant. Moreover, you’ll get the performance of innovative Marsal engineering. All Marsal ovens are designed to maximize power, spread heat evenly throughout the baking chamber, and provide you with the crispiest, most delicious bake. 631-226-6688, marsalsons.com EDGE OVENS Edge Ovens come in six different models to meet all your oven needs.

The EDGE60WB “Wide Body” (pictured) is available for high production locations. The 38” belt gives you the ability to bake three 12” pizzas across or up to two 18” pizzas side by side without having to stagger them. 888-480-3343, edgeovens.com FORNO BRAVO Forno Bravo offers commercial wood-fired ovens manufactured in the U.S. for pizzerias, restaurants and mobile caterers in a range of sizes and styles. Available fully assembled or as modular kits in both wood and wood/gas options, the ovens are listed UL737, UL2162, NSF/ ANSI-4, ANSI-z83.11a, and CAN/CGA-1.8DUAL for restaurant use in U.S. and Canada. 800-407-5119, fornobravo.com MIDDLEBY MARSHALL The Middleby Marshall WOW! 2 Oven (PS360G) received the National Restaurant Association’s 2013 Kitchen Innovations Award for cutting-edge technology that lets operators control bake temperatures, conveyor speed and the amount of air flow to the top and bottom air impingement ports—allowing for a faster and consistent bake performance. 877-346-8367, wowoven.com UNIVEX Univex’s Stone Hearth Pizza Dome ovens are made of whole refractory bricks and furnace baked. The oven’s surface bottom is more than 7” deep and guarantees fast temperature recovery, allowing you to cook pizzas continuously without pauses between baking. Eight layers of insulation allow superior heat containment and minimal heat release.

800-258-6358, univexcorp.com GENESIS OVENS Genesis offers low-cost oven solutions. The Genesis 3240 ovens are factory-direct ovens that are built in the U.S., and they all come with a one-year parts warranty. Pricing starts as low as $7,900.00. 888480-3343, genesisovens.com 56

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ITAL FORNI Ital Forni offers a premier line of quality commercial cooking equipment from Italy. Ital Forni’s innovative solutions are designed specifically for the U.S. market, including TS Stone Conveyor Ovens, the aesthetically pleasing “Bull” made of tempered stained glass, and the value series TK Deck Ovens. 424-364-0075, ItalforniUSA.com MARRA FORNI Marra Forni is a one-stop shop for high-quality artisanal brick ovens. Marra Forni offers a wide range of ovens, from Neapolitan to rotating deck ovens with touch-screen technology. 888-239-0575, marraforni.com NEW YORK BRICK OVEN COMPANY The New York Brick Oven Company was created by Marc and Scot Cosentino, the founders of the iconic Goodfella’s Brick Oven Pizza in Staten Island. Offering custom brick ovens like the Inferno and the Fire Show line, their objective is simple: Provide super-fast production ovens that are easy to handle and make a consistent world-class product while saving labor. 800-683-6053, nybrickovens.com HICKORY INDUSTRIES Hickory Industries has created a revolutionary oven technology that will set your restaurant apart from competitors. The VPO-54 cooks perfect pizzas in five minutes with Hickory’s patented Thermowave heat transfer technology. The rotating deck reaches proper temperature in 10 minutes with temps even across the deck and accommodates six 18” to 20” pies at one time. 201-223-0050, hickorybbq.com OVENTION The Shuttle oven from Ovention features the flexibility and cook quality of the Ovention Matchbox plus the throughput of a conveyor.

The S2000 Shuttle features precision impingement, UL-ventless certification and auto-load/unload. Two independent, microwave-free cook surfaces cook pizzas to paninis, sandwiches to cookies—all in one oven. 855-298-6836, oventionovens.com PEERLESS OVENS The CE131P countertop oven from Peerless is a space-saving, versatile and cost-effective way to expand your menu or add pizza to your menu. With its digital controls and solid-state relays, this oven is precise and fast with a standard stainless-steel front and three ceramic pizza decks that allow up to three 18” pizzas. It can also be double stacked for additional capacity. 800-548-4514, peerlessovens.com

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PICARD OVENS The Hot Rocks line of ovens combines the quality bake of a deck oven with the ease of use of a conveyor. Pizza can be placed directly on the stone conveyor surface, decreasing bake time and producing an artisan bake. 855-395-5252, picardovens.com PIZZA SOLUTIONS Pizza Solutions carries Edge Ovens in six models, featuring stainless steel construction, energy-efficient modulating burners and a fiveyear parts and labor warranty. Meanwhile, their selection of Peerless ovens combines quality and performance with a two-year warranty on electronic models, making them the standard for economy and value.

855-289-6836, pizzasolution.com TURBOCHEF TurboChef ’s product line includes rapid-cook ovens, conveyors, and specialty ovens made to fit virtually every cooking application. All TurboChef ovens are UL-certified ventless and offer high-quality results, superior cook speeds and a small footprint. Integrated smart menu technology ensures consistent, repeatable product results and simple two-key-press operation. 800-908-8726, turbochef.com

WOOD STONE OVENS Offering spectacular views of the live fire and a classic American aesthetic, Wood Stone’s Fire Deck 9660 is available with radiant gas flames, wood-fired or a combination and has an underfloor infrared burner to maintain temperature in the heaviest production cycles. Built in the U.S., it arrives fully assembled and ready to install. 800-988-8103, woodstone-corp.com BEECH OVENS Manufactured with a high-grade, castable ceramic material and enclosed in a housing of ¼” mild steel, the Beech RND1300 Stone Hearth Oven uses a 3” thick brick deck for durability and performance. This style of oven can be fired using wood and also works in wood-burning gasassisted or full gas modes. 800-884-5233, beechovens.com.au

FISH OVEN Fish Oven’s Mechanical Revolving Tray ovens provide a true, consistent hearth bake for all pizza types with no moving or turning, even during peak production. Fish Oven’s energy-saving insulation keeps the heat in the oven so your kitchen stays cooler. Production capacities range from 40 to 277 pizzas per hour. 877-526-8720, fishoven.com

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PCI in a Box

XLT XLT’s new Version D ovens boast new features, including an optical UV flame sensor; a stainless steel fitted gas line; a sealed sandwich window; extended front panels in a variety of colors; a redesigned igniter; and an added shelf and drawer for manuals. The 3270 and 3870 models are available in a single-burner configuration, while the 3270-2B and 3870-2B models are available in a dual-burner configuration. 888-443-2751, xltovens.com EARTHSTONE WOOD-FIRED OVENS The efficient, versatile 130-PAGW provides cooking characteristics of both wood and gas, offering baking, grilling and roasting. A 4” to 6” refractory stone ensures consistent and even heat retention and distribution, while direct wood and/or gas heat intensifies cooking speed and flavor.

800-840-4915, earthstoneovens.com CTX The DZ33I-CTX cooks virtually any food that is served in a pizza restaurant. It’s the only infrared, self-cleaning, conveyor broiler available on the market. With its labor-saving conveyor technology and versatility, it is the only oven needed in the commercial pizza kitchen and has been featured on Fox News and CBS. 847-429-7790, ctxautomation.com

Upcoming PMQ Webinar October 7, 2015, 3PM EST

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in today’s competitive pizza business. It’s no different with the pasta on my menu… my customers and I demand the best. That’s why I’m proud to use Barilla.”

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Yours to

OUR KITCHEN

We’ve seen the research showing your guests are looking for pasta on the menu, and heard from pizza operators across the country that are successfully menuing pasta. In this edition, we’ll look at best practices for menuing pasta in a pizza restaurant.

To keep your operation efficient and cost-effective, it is key to use ingredients and sauces that are already in your pantry and equipment.

Here are some basic ingredients you probably have on hand to make you pasta-ready.

Sauces:

Proteins:

Vegetables:

White/alfredo

Italian sausage Chicken breasts, grilled Meatballs Bacon

Mushrooms Spinach Artichoke hearts Broccoli Olives

Red/marinara Pesto

Pasta basics:

Pasta tips:

1. Consider the following pasta staples as you build your pasta selections:

1. Always finish cooking your pastas in the sauce – it’s not just the authentic Italian way, it’s a more attractive presentation and improves the eating experience.

• Baked dishes – lasagna, manicotti, ziti, elbows, shells • Long cuts – spaghetti, fettucine • Short cuts – penne, cellentani, rigatoni, farfalle 2. Par-cook your pasta for half the recommended cooking time, then drain, chill and store in an airtight container until needed. This greatly speeds ticket-times and allows for finishing dishes to order in the oven or from a stovetop.

3. Offer a few standard menu items, like spaghetti and meatballs, mac and cheese or baked ziti, and add the ability to customize by adding proteins (for an upcharge) and choosing sauces.

2. For plated pasta dishes, use just enough sauce to coat the pasta – the way vinaigrette coats a salad. A little goes a long way!

3. Combining base sauces, like red and white sauces, or a pesto with alfredo, is an easy way to diversify the menu.

Learn more in our next edition. This is the fifth in a series of six editions Barilla will share on best practices for menuing pasta in the pizza segment.

For more information and foodservice-ready pasta recipes, visit barillafoodservicerecipes.com

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Insuring PEACE OF MIND

Industry experts explain how to find that must-have insurance policy to protect your pizzeria. By Liz Barrett

I

nsurance is one of the few things in life that we purchase every year with the hope that we’ll never use it.

Seems silly, but as a business owner, the peace of mind that insurance can provide is priceless. Without protection, one lawsuit resulting from a food-related illness or a delivery-related accident can permanently shut down a small, independent pizzeria. “The one thing we can’t control is accidents,” says Michael Carroll, president of Insure Pizzeria in Maumee, Ohio. “Insurance transfers the risk.”

There’s a lot to think about when deciding on coverage.

What’s the minimum you need? How much will it cover?

Does your business need everything the insurance company is selling? For starters, let’s take a look at what is considered the minimum requirement for a pizzeria, according to some top insurance experts and providers specializing in the pizza industry.

BUSINESS OWNERS POLICY—According to Loretta Worters, vice president of the Insurance Information Institute (III) in New York, a Business Owners Policy (BOP) can protect a pizzeria against the most common risks. “Fire, burglary, liability and business interruption losses are all covered under a BOP,” Worters says. “A BOP is prepackaged, so there’s only one policy to review, and it can be more cost-effective than purchasing separate policies. Additional coverage can be added in the form of endorsements or riders.”

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Hired Auto/Non-Owned Auto Coverage—also called Driver Liability Insurance—does not cover damage to a delivery driver’s vehicle. If your driver is injured during an accident, workers comp insurance will cover the claim.

COMMERCIAL PACKAGE POLICY—Normally, companies with less than 100 employees and revenues less than $5 million are candidates for a BOP. However, Worters warns that some types of businesses, such as restaurants, may be ineligible for a BOP because of the specific risks inherent in the business. “It depends on the type of pizza parlor you have,” she says. “If it’s more like a restaurant, you may not qualify for a BOP, but rather a Commercial Package Policy (CPP), which is available for a wide range of businesses and can be better customized to the specific needs of your pizzeria. Most CPPs include property insurance and general liability insurance.” Check with your insurance provider to see which one fits your business best.

If you decide to purchase your required insurance policies separately, you’ll need the following: PROPERTY INSURANCE—Even if you don’t own the property that houses your pizzeria, you should be insuring the equipment and improvements you make to the space, according to Carroll. “You are responsible for everything inside your business, from the cost of buildouts to all of the equipment you’ve purchased,” he says. “The cost to insure your property is fairly inexpensive, and you can add extra protection with Improvements and Betterments Insurance.”

GENERAL LIABILITY INSURANCE—Slips, falls, food-rated illnesses—anything can happen in a pizzeria. General liability insurance will protect you if anyone is injured on your property.

WORKERS COMPENSATION—According to the III, workers compensation insurance covers the costs of medical care and rehabilitation for workers injured on the job. It also 66

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compensates them for lost wages and provides death benefits for their dependents if they are killed in work-related accidents, including terrorist attacks. “Workers compensation is mandatory in every state except Texas, where employers may opt out of the state’s workers compensation system,” says Worters.

“Workers comp can be tricky when delivery is involved,” adds George Tomlinson, producer at Concklin Insurance Agency in Lombard, Illinois. “Not many people want to cover it, because there’s an exposure that’s above normal.”

The cost of workers comp insurance is based on payroll numbers, according to Carroll. “The more drivers you have, the more it will cost,” he says. “It can be tough for delivery pizzerias to get workers comp insurance, but there are companies out there that will help the industry.”

HIRED AUTO AND NON-OWNED AUTO COVERAGE—“Hired Auto Coverage is similar to rental car insurance, while Non-Owned Auto Coverage is liability coverage that protects the pizzeria operator from third-party claims if someone/something is damaged,” Tomlinson says. “I wouldn’t have less than $1 million coverage for Hired/Non-Owned Auto.”

It’s important to note that Hired Auto/Non-Owned Auto Coverage—also called Driver Liability Insurance— does not cover damage to a delivery driver’s vehicle, according to Carroll. Additionally, Carroll says, “Accidents caused during a pizza delivery are excluded on personal driver insurance.” If your driver is injured during an accident, workers comp insurance will cover the claim.

EMPLOYMENT PRACTICES LIABILITY INSURANCE (EPLI)—EPLI covers companies against claims or lawsuits filed by employees, former employees and employment candidates regarding

October 2015 pmq.com

67

their employment relationship with an employer, according to the III. These can be claims related to sexual harassment, unfair termination, wage-per-hour disputes or discrimination. “This type of coverage protects the company, its directors and officers, as well as current and former employees,” Worters says. “EPLI pol-

icies may also cover seasonal employees, leased employees and independent contractors.”

ADDITIONAL RECOMMENDED INSURANCE Finally, the policies below are not required, but several insurance providers highly recommended them.

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68

PMQ Pizza Magazine The Pizza Industry’s Business Monthly

Take them under consideration when putting your policy together.

UMBRELLA PROTECTION—While not a necessity, Carroll suggests Umbrella Protection to cover anything that happens above and beyond what other coverage may not cover. “You can purchase increments of $1 million in coverage at a time,” he says.

“If something happens, such as a slip and fall, you want a big umbrella to protect you from a huge lawsuit.”

CYBER LIABILITY—Tomlinson says that this insurance, which is growing in popularity, protects a pizzeria against credit card and social security theft.

KEY PERSON INSURANCE—“Many businesses—especially small businesses with fewer employees—depend on a single person or a few key people for their success,” Worters notes. “If a key person becomes unable to work or dies, the business might be temporarily unable to operate, resulting in lost revenue.” With Key Person Insurance, the pizzeria can continue to pay the bills while searching for a replacement. “In instances where a business cannot survive without the key employee, the funds from key person insurance can be used to pay severance to employees, distribute funds to investors and close the business in an orderly manner,” she says.

The total cost to insure your pizzeria can tip the scales at almost $10,000 per year, but when you consider the alternative of losing your entire business due to one accident, the peace of mind you can purchase for less than $1,000 per month is well worth the cost.

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

STEVE GREEN

STEVE GREEN

VIA FACEBOOK

Customers in York, Maine, can fill up their tanks while filling up their bellies at Anthony’s Food Shop, which features a gas station, a pizzeria, a coffee shop, a bakery and other attractions, all in one sprawling and ever-growing space.

70

PMQ Pizza Magazine The Pizza Industry’s Business Monthly

PizzaTV crew members fill up their tanks at Anthony’s Food Shop, a York, Maine, artisan pizzeria that also happens to be a gas station, bakery and coffee bistro.

tv

NEW ENGLAND PIZZA COLLABORATIVE

Anthony’s Food Shop: Pizza, Gas and Fireworks

Customers can fill their bellies and their gas tanks at Anthony’s, a multifaceted independent operation in York, Maine, that’s much, much more than a pizzeria. By Missy Green Assink

P

MQ Pizza Magazine publisher Steve Green rarely passes on an invitation to discover regional pizza. So when he was invited earlier this year to the Boston area, a region heavily dominated by Greeks and Italians, it was an offer he couldn’t refuse. “Ed Noe, this great, burly man from Colony Foods, tracked me down at NAPICS (the North America Pizza & Ice Cream Show) and spoke with contagious enthusiasm about the quality and variety of pizza coming out of New England,” Green recalls. Noe, the vice president of purchasing and marketing for Colony Foods, believed PMQ had a lot to discover in the Boston area, which is dominated by mom-and-pop pizzerias. “New England is the maturest pizza market in the U.S.,” Green adds.

“It is the region with the most independent stores and the most pizza eaten per capita. PMQ wanted to know

what these independent stores were doing to compete— that’s the kind of information that would be beneficial for pizzerias everywhere.”

A few months later, as New England thawed into summer, Green and his son, Chris, packed up the Pizzamobile and headed north to meet with Noe and Colony Foods marketing specialist Linda Balles. Like PMQ itself and many of its readers, Colony Foods is a family-owned business. As a wholesale distributor, Colony helps independent pizzerias with minimal resources stay a step ahead of the chains. That means Noe and Balles have inside information on New England’s most dedicated and unique operators. Along the way, the Green fatherand-son duo met a host of pizzacentric characters and, of course, ate their weight in pizza. This story is the first of a series that follows their journey into the pizza world

October 2015 pmq.com

71

The New England Pizza Collaborative STEVE GREEN

Mark Graziano, son of Anthony’s Food Shop founder Anthony Graziano, has expanded the establishment in stages over the past two decades.

of New England. Their first stop: Anthony’s Food Shop in York, Maine.

A SPRAWLING OPERATION Anthony’s began as a simple café and convenience store run by a father and son, then painstakingly expanded over the course of two decades to incorporate an artisan pizzeria, sandwich shop, gas station, full-scale bakery, catering services and a gourmet coffee shop, all run by about 40 employees, including extended family members.

Owner Mark Graziano, the son of the shop’s namesake, Anthony Graziano, presides over the sprawling, multifaceted operation.

“This isn’t the kind of gas station where you just stop in for gas or water,” Balles notes. “Anthony’s is a restaurant that just happens to have a gas station. You’re grabbed immediately by his displays—how they set their counter, the smell, the freshness, the cleanliness.” The pizzeria combines the distinctive coziness of a mom-and-pop with the striking attention to detail that one ordinarily finds in a chain restaurant. Green was taken aback by the ambience when he first stepped into the store. “Is this a franchise or a mom-and-pop?” he wondered aloud.

“It’s a mom-and-pop,” Graziano replied.

“It looks like a mom-and-pop,” Green admitted.

“Yeah, well, that’s because it is a mom-and-pop,” Graziano retorted, with typical New England bluntness.

The store opens at 6 a.m. every day, as Anthony’s welcomes a huge crowd with breakfast sandwiches and pizzas.

Like most pizzerias, Friday and Saturday nights are the 72

PMQ Pizza Magazine The Pizza Industry’s Business Monthly

As PMQ publisher Steve Green discovered during his visit to New England this summer, PMQ and Colony Foods enjoy a natural harmony in their mutual mission to help independent pizzeria owners and operators grow their businesses. After being enthusiastically received on visits to pizzerias in Maine, New Hampshire and the Boston area, it was clear that an industry magazine and a regional food distributor have a natural symbiotic relationship.

As a food distributor dedicated to helping its customers’ businesses grow through education, preferential pricing and turnkey services, Colony Foods is on the ground every day, interacting with pizza operators. Now Colony and PMQ have formed a new collaboration—called the New England Pizza Collaborative—that will combine the grassroots contacts of a food distributor with the pizza media leader’s ability to share information with the industry and reach manufacturers. The collaboration will also give PMQ’s staff first-hand knowledge of pizza operators’ most difficult challenges as well as an access point to beta-test new products or do primary market research for industry vendors.

Linda Balles, Colony Food’s marketing specialist, will serve as PMQ’s point of contact in this collaboration. With 17 years experience as a former pizzeria owner and operator (and former Colony Foods customer), Balles now dedicates herself to helping pizzerias increase revenue and decrease expenses.

Some of the things you can expect from the New England Pizza Collaborative include focus groups with independent operators, seminars and education, and industry research. Look for an interview with Linda Balles on an upcoming episode of Pizza 360 at PizzaTV.com. shop’s busiest nights for pizza. The store has evolved dramatically, if gradually, over the years, adding new features to draw in more customers: an ATM, attractive signage, an air pump, a wide variety of newspapers, Nathan’s hot dogs, outdoor seating, even fireworks.

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SLOW BUT RIGHT Graziano commits to completing—and perfecting—an operation before moving on to the next task. “Mark was smart enough to know he needed to grow in increments,” Balles says. As the business expanded with each phase, it was done successfully enough to make a profit, allowing Graziano to invest in other add-ons, such as the bakery where everything—including Jumbo Whoopie Pies, scones, cheesecakes and danishes—is made from scratch.

Finding the right people was part of the challenge of building out “slow but right,” Graziano says. Setting clear expectations and goals for employees from the start helped prevent misunderstandings in the future. “As we were looking for a baker, we found a girl who had just gotten a degree as a pastry chef, and we told her, ‘We don’t need a pastry chef. We need a baker, someone who can make 200 cookies, 200 muffins, not spend all day making one fancy pastry.’ She was on board with that and does a great job.”

Meanwhile, Anthony’s latest addition—an artisan coffee concept—was two years in the making before it finally launched. “Customers kept asking about the equipment, what we were doing, why it was taking so long,” Graziano

STEVE GREEN

All of the sweets sold at the bakery in Anthony’s Food Shop are made from scratch.

recalls. But it was worth the wait. The coffee shop offers nine varieties of freshly ground gourmet coffee and even makes additional money selling locally roasted beans to restaurants in town.

JUST GO FOR IT When Graziano knows what he wants, he doesn’t let obstacles discourage him, Balles says. “He doesn’t want

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just average products. He takes the time and care to do it right.” For example, Graziano knew he needed the right cheese for his specialty pizzas, such as the Wild West BBQ Chicken (mozzarella, spicy barbecue sauce, 10:53 AM Page 1 chicken and red onion) and the Mount Olympus (mozzarella, feta, tomato slices and calamata olives),

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but sourcing it was a different story altogether. “When we started making pizza, we wanted Grande cheese, but it wasn’t available in Maine,” he says. “We were bringing it in from Boston on the QT until a Grande representative came in one day and started asking questions about where we were getting it. A couple days later, he came back with [Colony Foods founder Joseph Barbagallo Sr.] and they said, ‘We’re going to sit down and work this out.’”

Graziano says most of his knowledge of the restaurant business comes from experience and asking a lot of questions along the way. Fortunately, Colony Foods takes a keen interest in helping its clients succeed, and one of his best contacts there is Joseph Barbagallo Jr. “I spent a lot of time on the phone with Joe,” Graziano says.

“I would place a food order, which would take, like, three minutes, and then ask about 25 minutes’ worth of questions. I don’t do that now—now Joe deals directly with the chef.”

Noe points out that, as fewer people smoke and millennials demand healthier food, convenience stores and gas stations have been forced to step up the quality of their food.

As an independent, Anthony’s has stayed ahead of the curve, thanks to its gourmet pizza, sandwiches, coffee and baked goods. With persistence akin to that of termites, the Graziano family continues forward with baby steps that, over time, make a huge difference. “People eat with their eyes,” Balles says, “and everything at Anthony’s makes you hungry, makes you just want to eat it.”

Missy Green Assink is PMQ’s international correspondent.

76

PMQ Pizza Magazine The Pizza Industry’s Business Monthly

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Where We've Been

KARA HOFFMAN

PMQ’s Pizzamobile is alw ays on a mission to unco ver new moneymaking milestone events in the ideas and document pizza industry. If we ha ve n’t be en to yo ur town yet, it’s only a ma time. Learn more abou t where the PMQ staff tter of has been and look out for where we’re headed next.

Someone must have been really excited when they named the Thunderbird! Forty Twice!, a customer favorite at Hog and Hominy.

NEW YORK—JUNE 28-30 PMQ journeyed east as the Specialty Food Association held its annual Summer Fancy Food Show at the Javits Center in New York.

Nearly 22,000 industry professionals turned out for the event, which spotlighted trendsetting foods and beverages and culminated in the Sofi Awards honoring the hottest new products of the past year.

ANNA ZEMEK

Trendy desserts always draw a crowd at the Summer Fancy Food Show.

Alex Contreros sauces a pie at Sal’s Pizzeria and Italian Restaurant.

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MEMPHIS—JUNE 18 We’d heard so much about Hog and Hominy (hogandhominy.com), named one of GQ Magazine’s “12 Most Outstanding Restaurants of 2013” and featured in The New York Times that same year, that we had to check it out ourselves.

Kara Hoffman, PMQ’s creative director, loved the Thunderbird! Forty Twice!, a specialty pie featuring pepperoni, calabrese salami, fontina, parmesan, mozzarella and a drizzle of honey.

WASHINGTON, D.C.—SEPTEMBER 6 PMQ Marketing Director Anna Zemek and her family enjoyed visiting with Alex Contreros, manager of Sal’s Pizzeria and Italian Restaurant (sals-pizza.com) in Petersburg, Virginia. Sal’s has been in business for almost 30 years. Alex said his ultimate goal is to make it into PMQ’s Pizza Hall of Fame (pizzahalloffame.com)— only 20 years to go! In a town known for its historic contributions to America’s past, Sal’s Pizzeria is sure to leave its own mark in the history books.

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Where We're Going

Leading chefs will discuss the future of Russian cuisine at this year’s PIR Expo in Moscow.

PIR EXPO, MOSCOW OCTOBER 5-8 This huge annual event coincides with Russian Hospitality Week and will feature a pizza making competition hosted

by PMQ Russia. PIR Expo is Russia’s largest hospitality trade show, with individual exhibitions covering restaurant equipment, food, the bar business, coffee and tea, and hotel equipment, management and design. Headlining the three-day event is the main stage presentation, “Russian Cuisine: New Horizons,” in which 20 top chefs lead workshops and share their insights about the future of Russian food. Meanwhile, the Russian PIR Restaurant Cup brings together chefs from across Russia and other countries to compete for top culinary honors.

EXPERIENCE SHANGHAI WITH PMQ NOVEMBER 9-15 PMQ will return to Shanghai this fall for the FHC China event, the country’s largest domestic food show, and we’re inviting American pizzaioli to join us on the trip. Here’s your chance to win international accolades by competing in the Triple Panel Pizza Challenge, a pizza making competition judged by American, Italian and Chinese panels.

You can also join us in various excursions, including a cruise on the Huangpu River—where old-world China meets the modern superpower—and visits to quaint Tianzifang and the water town of Wuzhen. You can also shop for ingredients in local markets and visit the Shanghai Old City God Temple. To book your trip, call Caroline Felker at (662) 234-5481, ext. 150.

American pizzaioli are invited to join PMQ for a trip to Shanghai and the FHC China Food Show in November.

October 2015 pmq.com

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American Pie The

Help us create the definitive map of regional American pizza styles at PMQ.com/pizzamap.

Everybody loves the American Pie. No, we’re not talking about the ’70s pop song (which we’ve all heard a million times) or the smutty ’90s teen flick (which we swear we’ve never seen). We’re referring to that eminently edible entrée which, although not uniquely American, bears the stamp of Uncle Sam’s red, white and blue influences like few other foodstuffs in the world.

Fact is, pizza in this country is no monolith—the great melting pot has produced nearly as many American pizza styles as there are American states. Here at PMQ, we’ve kept a running, ever-growing list of unique pizza styles from around the country. But we’d like to get your input, gentle readers, because there may be styles that we haven’t come across yet. And we need to know about them!

We’ll start here with a few easy ones and let you fill in the rest at PMQ.com/pizzamap. Check out our interactive map there and use the form to tell us about some pizza styles we may not have heard of. As time goes by, we’ll update the map with your suggestions and share our findings with the entire pizza world.

To get started, go to PMQ.com/pizzamap and tell us about your favorite pizza style today!

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5 Styles for Starters CHICAGO STYLE: Savvy pizza eaters know there’s more than one Chicago-style pie, but for non-Chicagoans, it’s all about that deep dish.

ST. LOUIS STYLE: If you love Provel cheese and a yeast-free, cracker-like crust, St. Louis is your idea of pizza heaven.

DETROIT STYLE: Invented at Buddy’s Rendezvous in 1946, these thick but airy crusts make it hip to be square.

DETROIT STYLE PIZZA CO.

CALIFORNIA STYLE: Leave it to Californians to adorn their pies with avant-garde toppings like goat cheese and artichoke hearts.

NEW YORK STYLE: Light on the sauce, crispy and eminently foldable, this is the pizza style that started it all!

October 2015 pmq.com

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Football season is pizza season, so now’s the time to team up with a local business to get your coupons and gift certificates in more people’s hands.

MAKING THE TEAM Looking to jump-start sales? Use these 7 tips to build cross-promotional partnerships for publicity and profit.

H

ave you ever teamed up with another business for a cross-promotion initiative to save marketing dollars? Think of all of the business owners you already know in your area—a florist, for example, or a real estate broker. Would any of them be open to the idea of pairing up to save?

Let’s look at what you need to do and consider to make this work in your favor.

1. CONSIDER THE DIFFERENCES. As with any promotional strategy, you’ll want to have a plan of attack before you start approaching other business owners. Take some time to figure out why someone would want to come to your pizzeria. What makes you different? What can someone get from you that cannot be gotten from anyone else? It might be your price, your quality or 82

PMQ Pizza Magazine The Pizza Industry’s Business Monthly

your innovative menu. Then look for potential partners with unique offerings of their own. Together, your promotion will stand out and get attention.

2. GO BEYOND “WHAT’S IN IT FOR ME?” Once you know what you have to offer another business, remind yourself what your objectives are. Before you call or go meet with any prospective business ally, keep in mind that you are suggesting a marketing partnership—both parties have to get something out of the alliance.

Think beyond, “What’s in it for me?” and give careful consideration to how this partnership will benefit the other business as well.

3. SEARCH OUTSIDE THE BOX. Be creative in the businesses you approach. Try florists, dress shops, jewelers, tanning salons, photographers, hair salons or even car washes.

Think outside the box when it comes to choosing businesses with whom you can partner and cross-promote. Try florists, jewelers or tanning salons, for example.

Take a closer look at professionals such as realtors, website designers, publicists or printers, and think about direct mail companies, signage companies, bakeries, taxi services and car dealers. You could even forge a cross-promotion with a local newspaper, magazine, radio show or TV show. You never know who will be a good partner.

4. START WITH WHO YOU KNOW. With a pizzeria, this is a little easier because everyone loves pizza! You can swap ads on your websites, flyers, etc. and even exchange stacks of business cards. The best businesses to approach are those that you have some affiliation with, whether it be through the chamber of commerce, church or a civic club, such as the Rotary Club or Exchange Club.

5. PRESENT A GREAT OFFER. What type of offers should you present to other businesses? Try donating gift certificates to local florists and realtors to use as a valueadded gift for some of their best clients, and ask for an equal set of gift certificates for their businesses in return. Try to work with local radio and TV stations to barter advertising space as well as prizes.

6. ASK ABOUT A RAFFLE BOX. We’ve all seen the boxes offering a prize or discount for filling out an entry form or dropping your business card. This is a great tactic for gathering names of prospective customers because you’ll know that they’re interested in your pizzeria if you make the prize something such as a free pizza party. To maximize the power of the enter-to-win

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A pizza party involving local business leaders or other prominent figures can reap big dividends.

boxes, make sure there’s something in it that will encourage your partner’s clients to participate as well (i.e., a company pizza party at the end of the month).

7. THROW A PARTY. Who doesn’t enjoy a party? When you’re launching a new menu or introducing a new appetizer line at your pizzeria, invite people in the community who have highly visible jobs to come in and try the menu. Target the opinion leaders in your community (PTA presidents, health club managers and bartenders) and ask them to bring a guest. When they’re at the party, you’ll have another opportunity to gather business cards and network.

Finally, remember to look ahead at what you envision the final result to be. Having a goal will help propel you toward success.

Add a touch of Europe to your Pizzas!

Biscoff European Cookie Butter is an irresistible, spreadable treat made from Biscoff Cookies, known as Speculoos in Europe.

Use it in your pizza recipes, calzones or other baked goods.

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

Don’t let your oven burn you.

PizzaParts.com will change the way you buy pizza parts.

u

Idea Zone: Hickory BBQ’s VPO-54 yields a stone-baked crust and offers the visual appeal of a wood-fired oven.

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October 2015 Sponsored Section

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SMARTMARKET PIZZAPARTS.COM

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I

t’s always about food costs, food costs, food costs. But what about the cost of parts for your oven and kitchen equipment? We recently sat down with Jonathan, owner of PizzaParts.com, which specializes in oven and kitchen equipment and carries products for a variety of brands.

Jonathan, a former owner and operator of a pizza franchise, understands the importance of low-cost, high-quality equipment. “I noticed other franchise owners were always shopping around when it came to food products, but when they needed a part for their oven, they would pay the high prices and think that’s their only option,” he says.

Understanding the importance of providing lowcost equipment in an efficient and timely manner, PizzaParts.com was established. PizzaParts.com offers online or phone ordering and international shipping, and all in-stock items will ship the same day if ordered by 6 p.m. (EST).

“We cater to both the owners/operators of restaurants as well as to service technicians who purchase our parts to use on service calls,” Jonathan adds. He also explains the difference between OEM (original equipment manufacturer) and aftermarket parts. “We carry both types, making our site a one-stop shop for all of your part needs. OEM parts are distributed directly by the equipment brand.

Most of our aftermarket/replacement parts are purchased direct from the same manufacturers of the equipment brand, but they aren’t directly affiliated with them, which makes aftermarket parts much less expensive.”

“Customers are sometimes wary of aftermarket parts, and I understand that,” Jonathan notes. “There are certain criteria you should always check when purchasing an aftermarket item, because some sellers copy the part and exclude the important safety features to cut costs. Some things to consider are: the country of origin, the name of the manufacturer, the model number, and whether the item comes with a warranty. We stand behind all products we sell, and our S2

Sponsored Section October 2015

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aftermarket/replacement parts are made by the big-name, reputable companies within the United States.”

As a pizzeria operator, you can’t afford a major equipment failure that leaves you unable to produce your product.

Consider always having some basic parts—such as conveyor oven belts and motors—on hand for backup in case of emergency. And next time you need a part for your oven or kitchen equipment, remember that price matters, and PizzaParts.com is there for your oven and kitchen equipment needs. Learn more at PizzaParts.com or call 866-863-5857.

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What You See is What You Get

H

ickory BBQ knows that visual appeal draws in the customers, while quality and consistency keeps them coming back. Invented by the people in the rotisserie business, the Visual Pizza Oven (VPO) produces a consistent, stone-baked crust with all the visual appeal of a wood-fired oven. “We installed a VPO-54 in a country club in Boca Raton,” says Hickory BBQ’s president Steve Maroti. “The owners were hoping to detract kids away from the main dining hall with the oven in the other room. In the end, the oven got everyone out! The customers love to see the cheese bubbling and the crust browning.”

Unparelleled Variability The VPO-54 boasts precise temperature control with separate controls for the top burners and bottom deck. Along with varied speeds of rotation, the VPO-54 gives complete bake variability for the crust and toppings on your pizza. It all depends on what your customers prefer. “In Brooklyn, the pizza has got to be nearly burnt on the bottom, whereas in Texas any burning is unacceptable,” Maroti says. Most pizzas in this type of oven cook between 400°F and 600°F, but since the VPO-54 is capable of reaching temperatures of 800˚, virtually any pizza style is possible. The VPO-54 is also fully

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computerized so that programs can be made to remember specific settings for different menu items. Single temperature ovens may “do the job,” but tailored cook programs bake each order to perfection.

Quick and Efficient Using a specially patented inert gas in the deck, temperature recovery is nearly instantaneous in the VPO-54. This technology allows the oven to heat up in no time. After preheating for just 10 minutes, the VPO-54 is ready to cook pizzas.

The model has been designed to use only as much energy as you need. The upper burners shut off when you’re not using them and come back to full intensity in just 5 to 7 seconds. The oven runs on gas and has the capacity to put out 140 consistent 12” pizzas in one hour, though there is virtually no limit on the pizza size.

The VPO-54 “Visual Pizza Oven” gives you the consistency of a conveyor and the texture of a deck in a completely visual way. If you want to wow your customers and make any pizza style under the sun, Hickory BBQ’s VPO is the ultimate merchandizing option for your store. Contact them at 201-223-0050 or HickoryBBQ.com.

THE NEXT COMPETITION CLEVELAND, OH | OCTOBER 12 GROUPON U.S. PIZZA TEAM TRIALS | CLEVELAND, OHIO—OCTOBER 12 Think you’ve got what it takes to be a champion pizza chef? We’ll be looking for the best pizza makers in the Midwest as the Groupon U.S. Pizza Team hosts a qualifying trial event at Master Pizza (masterpizza.com). Come join us, wow our judges and you could win a trip to compete on the world stage in Italy next year!

For more information or to sign up to compete, please contact Brian Hernandezat brian@pmq.com or call 662-234-5481 x129

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PRODUCT SPOTLIGHT

POS Profitability Your Gluten-Free Search Is Over Kalo’s 10” and 12” par-baked gluten-free artisan crusts have the great taste and texture of a regular pizza crust. They will please gluten-free customers looking for a delicious pizza and end your search for the perfect gluten-free crust. Kalo is an exclusively gluten-free facility. 336-949-4802, kalofoods.com

Harbortouch Echo combines the power and functionality of a traditional POS system with the simplicity and sleek design of a tablet. It features intuitive software for quick, accurate order taking, has a built-in time clock to track labor and is fully EMV/NFC compliant. It even allows you to remotely run reports and manage your system from anywhere. 866-286-8744, iharbortouch.com

Banners On the Roll The Sandwich Solution Want to add high-quality hoagies or subs to your pizzeria? Cellone’s hearth-baked rolls provide an easy solution with frozen and par-baked breads. Proofed on peel boards and baked in tunnel ovens, Cellone’s sub and hoagie rolls come in white, golden honey wheat, multigrain and sourdough. Ask Mark Wutz about custom formulations for larger volume accounts. 800-334-8438, mwutz@cellones.com

Suction cup banners from Banner Marketing Group are perfect for vehicle windshields and windows.

They can be printed with any full-color photo or text and are finished with reversible suction cups inserted into brass grommets. They’re easy to install and guaranteed to draw attention. 805-528-5018, bannermarketinggroup.com

Making Dough With Precision

Welcome to the Neighborhood Our Town America helps pizzerias reach their target neighborhood demographic while sticking to a budget. It lets operators put a cap on the number of new movers they wish to reach monthly while offering the same great product and benefits, including category exclusivity, locking out local competitors. 800-497-8360, ourtownamerica.com

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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

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THE LARGEST AND ONLY ICE CREAM, SOFT-SERVE AND PIZZA EVENT IN THE MIDWEST! VOICES OF EXPERIENCE: Let veteran operators help solve your pizzeria problems with direct counsel and thought-provoking seminars.

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WE SHOW IT, YOU GET TO KNOW IT: Come taste countless new pizza products, see endless equipment demos and build relationships with manufacturers.

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$$ After the show: Come relax with your peers at the NAPICS Happy Hour, 4:30 p.m., Jan. 24.

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October 2015 pmq.com

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ADVERTISER INDEX OCTOBER 2015 Advertiser

Phone Website

Page

Aflac . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . aflac.com/smallbiz . . . . . . . . . . . . . . . . . . . . . . . . . . . . 41 AM Manufacturing . . . . . . . . . . . . . . . . . . . . . . . 219-472-7272 . . . . . . . ammfg.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 44 Barilla . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 866-349-4386 . . . . . . barilla.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 64, 65 Bellissimo . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 800-813-2974 . . . . . . . bellissimofoods.com . . . . . . . . . . . . . . . . . . . . . . . . . . 21 Bacio Cheese . . . . . . . . . . . . . . . . . . . . . . . . . . . 855-222-4685 . . . . . . baciocheese.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 55 Biscoff . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 800-422-2924 ext 2213 biscoff.com/wholesale/request-information . . . . . . . . 86 Caputo Cheese . . . . . . . . . . . . . . . . . . . . . . . . . 708-450-0074 . . . . . . . caputocheese.com . . . . . . . . . . . . Front Cover Tip 1 & 2 Ciao Tomatoes . . . . . . . . . . . . . . . . . . . . . . . . . . 201-368-9197 . . . . . . orlandofoods.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 35 Delivery Bags Depot . . . . . . . . . . . . . . . . . . . . . 844-HOT-BAGS . . . . . deliverybagsdepot.com . . . . . . . . . . . . . . . . . . . . . . . . 93 Delivery Bags USA . . . . . . . . . . . . . . . . . . . . . . 888-501-2247 . . . . . . deliverybagsusa.com . . . . . . . . . . . . . . . . . . . . . . . . . . 97 Dutchess . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 800-777-4498 . . . . . . . dutchessbakers.com . . . . . . . . . . . . . . . . . . . . . . . . . . 76 Edge Ovens . . . . . . . . . . . . . . . . . . . . . . . . . . . . 888-480-EDGE . . . . . edgeovens.com . . . . . . . . . . . . . . . . . . . . . . . . . . . .73, 77 Escalon . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . escalon.net . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 47 EZ Dine . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 877-853-1263 . . . . . . ezdinepos.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 94 Fish Ovens . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 877-526-8720 . . . . . . . fishoven.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 67 Forno Bravo . . . . . . . . . . . . . . . . . . . . . . . . . . . . 800-407-5119 . . . . . . . fornobravo.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 45 Fontanini . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 800-331-MEAT . . . . . . fontanini.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 69 MailShark . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 800-457-4275 . . . . . . . themailshark.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 59 Galbani . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . galbanipro.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 43 Grain Craft . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 423-265-2313 . . . . . . graincraft.com . . . . . . . . . . . . . . . . . . . . . . . . . . . Cover 2 Grande Cheese . . . . . . . . . . . . . . . . . . . . . . . . . 800-8-GRANDE . . . . . grandecheese.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3 Harbortouch POS . . . . . . . . . . . . . . . . . . . . . . . 866-286-8744 . . . . . . . iharbortouch.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 17 HTH . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 800-321-1850 . . . . . . hthsigns.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 96 Italforni . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 424-364-0075 . . . . . . italforniusa.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 49 La Nova . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 716-881-3366 . . . . . . lanova.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Cover 4 Liguira . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 515-332-4121 . . . . . . liguriafoods.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 25 Lloyd Pans . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 800-748-6251 . . . . . . . lloydpans.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 96 MailShark . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 800-457-4275 . . . . . . . themailshark.com . . . . . . . . . . . . . . . . . . . . . . . . . . 63, 97 Main Street Hub . . . . . . . . . . . . . . . . . . . . . . . . . 888-539-3113 . . . . . . mainstreethub.com . . . . . . . . . . . . . . . . . . . . . . . . . . . 96 Marino’s Garlic Spread . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . mgspread.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 37 Marra Forni . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 888-239-0575 . . . . . . marraforni.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 15 Marsal & Sons . . . . . . . . . . . . . . . . . . . . . . . . . . 631-226-6688 . . . . . . marsalsons.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 68 Menu Express . . . . . . . . . . . . . . . . . . . . . . . . . . . 877-250-2819 . . . . . . . themenuexpress.com . . . . . . . . . . . . . . . . . . . . . . . . . . 93 Micro Matic . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 866-327-4159 . . . . . . micromatic.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 84 Microworks . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 800-787-2068 . . . . . . . microworks.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9 Middleby Marshall . . . . . . . . . . . . . . . . . . . . . . . 877-34-OVENS . . . . . . wowoven.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7 MPP Marketing Group . . . . . . . . . . . . . . . . . . . 866-889-8745 . . . . . . . mppmarketinggroup.com . . . . . . . . . . . . . . . . . . . . . . . 77 NAPICS . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . napics.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 95 Old Hickory BBQ . . . . . . . . . . . . . . . . . . . . . . . . 201-223-0050 . . . . . . oldhickorybbq.com . . . . . . . . . . . . . . . . . . . . . . . . . . . S4 Our Town America . . . . . . . . . . . . . . . . . . . . . . . 800-497-8360 . . . . . . ourtownamerica.com . . . . . . . . . . . . . . . . . . . . . . . . . . 98 Ovention Ovens . . . . . . . . . . . . . . . . . . . . . . . . . 855-298-OVEN . . . . . . oventionovens.com . . . . . . . . . . . . . . . . . . . . . . . . . . . 19 PCI Frozen Foods . . . . . . . . . . . . . . . . . . . . . . . 732-707-9009 . . . . . . . pcifrozenfoods.com . . . . . . . . . . . . . . . . . . . . . . . . . . . 67 PDQ POS . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 877-968-6430 . . . . . . . pdqpos.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 61 Peerless Ovens . . . . . . . . . . . . . . . . . . . . . . . . . 419-625-4514 . . . . . . peerlessovens.com . . . . . . . . . . . . . . . . . . . . . . . . . . . 75 Perfect Crust . . . . . . . . . . . . . . . . . . . . . . . . . . . . 800-783-5343 . . . . . . . perfectcrust.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 96 Picard Ovens . . . . . . . . . . . . . . . . . . . . . . . . . . . 819-395-5151 . . . . . . picardovens.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 11 PizzaParts.com . . . . . . . . . . . . . . . . . . . . . . . . . . 866-863-5857 . . . . . . pizzaparts.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . S3 Pizza Solutions . . . . . . . . . . . . . . . . . . . . . . . . . . 855-BUY-OVEN . . . . . pizzasolution.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . 85 Pizza Skool . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 517-395-4765 . . . . . . . pizzaskool.com/demo . . . . . . . . . . . . . . . . . . . . . . . . . . 98 Precision Mixers . . . . . . . . . . . . . . . . . . . . . . . . . 877-764-9377 . . . . . . . pizzamixers.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 73 Saputo Cheese . . . . . . . . . . . . . . . . . . . . . . . . . 800-824-3373 . . . . . . . saputousafoodservice.com . . . . . . . . . . . . . . . . . Cover 3 Silgan Containers . . . . . . . . . . . . . . . . . . . . . . . 818-710-3700 . . . . . . . silgancontainers.com . . . . . . . . . . . . . . . . . . . . . . . . . . 33 Somerset Industries . . . . . . . . . . . . . . . . . . . . . 978-667-3355 . . . . . . . smrset.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 86 Stanislaus . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 800-327-7201 . . . . . . . stanislaus.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4, 5 State Farm . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . st8.fm/bizinsurance . . . . . . . . . . . . . . . . . . . . . . . . . . . 53 Taste It Presents . . . . . . . . . . . . . . . . . . . . . . . . 908-241-9191 . . . . . . tasteitpresents.com . . . . . . . . . . . . . . . . . . . . . . . . . . . 46 The Pizza Butler . . . . . . . . . . . . . . . . . . . . . . . . . 718-894-1212 . . . . . . thepizzabutler.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . 74 TurboChef . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 800-90TURBO . . . . . . turbochef.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 29 Univex . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 800-258-6358 . . . . . . univexcorp.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 83 Woodstone Corp . . . . . . . . . . . . . . . . . . . . . . . . 800-988-8103 . . . . . . woodstone-corp.com . . . . . . . . . . . . . . . . . . . . . . . . . . 27 XLT Ovens . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 888-443-2751 . . . . . . xltovens.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 13 PMQ provides this information as a courtesy to our readers and will not be held responsible for errors or omissions. To report an error, call 662-234-5481 x127.

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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

BEVERAGES ON TAP CALL (800) 824-3373 OR VISIT SAPUTOUSAFOODSERVICE.COM

Authentic Flavor for Modern Menus Mozzarella I Provolone I Blue Cheese I Gorgonzola I Asiago I Romano

Made by us from our own cows’ milk!

CHEESE

Mozzarella & More!

We ship anywhere.. giftboxes, orders, etc.

Call- 715-286-4007 www.gingerbreadjerseycheese.com COMPUTER SYSTEMS: POINT OF SALE All The Tech Your Pizzeria Needs • •

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

• •

CALL FOR A DEMO TODAY!

BREAD Specializing in Hearth-Baked Italian Breads, Hoagies, Buns & Rolls Since 1911. www.cellones.com 800.334.8438

Mark Wutz VP National Accounts MWutz@cellones.com

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Self Serve Kiosk ordering Automated customer loyalty marketing

800.750.3947 www.granburyrs.com

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

COMPUTER SYSTEMS: POINT OF SALE, CONT.

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

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

CUTTING BOARDS - EQUAL SLICE

817.299.4500 sales@BreakawayPOS.com www.BreakawayPOS.com

Incredible Affordable Pizza POS! $

DESSERTS

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 ®

“I call it lemon from heaven!”

Dessert is the last impression you’ll make on a customer.

(800) 752-3565

Make it count.

www.pointofsuccess.com

You Have To Taste It, To Believe It...

Tasteitpresents.com

908-241-9191

DOUGH

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THE PIZZA EXCHANGE PIZZA INDUSTRY RESOURCE GUIDE DOUGH, CONT.

DeIorio Foods

@DeIorios

DOUGH TRAYS/PROOFING TRAYS, CONT.

blog.DeIorios.com

DeIorios.com

DOUGH DIVIDERS/ROUNDERS

When Dough Matters!

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

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

STACKABLE

AIRTIGHT

DURABLE

ORDER DIRECT

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

WWW.DOUGHTRAYS.COM

FLOUR, GLUTEN-FREE

Premium Gluten-Free Blends & Baking Mixes Since 1993

DOUGH PRESSES, ROLLERS

Let us simplify your gluten-free needs and create the quality your customers crave.

Tel: 310-366-7612 E-mail: sales@authenticfoods.com Web: www.authenticfoods.com

800.835.0606 ext. 205 | www.doughxpress.com

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

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

FLOUR

DOUGH 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

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FRANCHISING, CONT.

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

FOOD DISTRIBUTORS

A TASTY FRANCHISE

OPPORTUNITY If you LOVE pizza, we’re looking for people to help us grow in new areas.

Go to franchising.hungryhowies.com today or call us at (248) 414-3300.

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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THE PIZZA EXCHANGE PIZZA INDUSTRY RESOURCE GUIDE FRANCHISING, CONT.

GLUTEN-FREE W H PRODUCTS, O L E S O MCONT. E &

D E L I C I O U S ™

PIZZA SPORT BAR FRANCHISE FOR SALE (CALIFORNIA). Excellent location, next to 2 universities, long, well negotiated lease, 47 liquor license, Grossing over $100k a month. Asking $689k including $15k in inventory. Call Christina for more info 949.257.7823 OR Christina@ CaliforniaBusinessBrokers.biz

WHOLES

™

Premium Gluten-Free Blends & Baking Mixes Since 1993

FOR SALE: WORLD FAMOUS PIEZONS PIZZA AND PASTA. 1305 S. Adams St Fulton, MS. In business since 1997.

Very loyal following. Small town w/less than 4000 people but w/community college. Employs 6 people. Building: 1600+ sq ft. w/dine in, carryout, delivery. We offer the largest pizza in the state. Sales +$200k. 662-871-7626 or piezons@hotmail.cm (Stan) TURNKEY RESTAURANT & GENERAL STORE BUSINESS FOR SALE IN WESTFIELD, IL.1300 Sq. Ft. 1-story building w/all kitchen equipment and inventory included excluding alcohol and tobacco. Recipes for menu items included and Facebook page w/over 1,000 page likes. Professional Facebook page management for 1 year included at no extra charge ($2,600 value). For more info: 217967-5935 or http://www.loopnet.com/lid/19331625

OME & DELICIOUS

Let us simplify your gluten-free needs and create the quality your customers crave.

Tel: 310-366-7612 E-mail: sales@authenticfoods.com Web: www.authenticfoods.com

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

GARLIC SPREAD MACHINERY/OVENS/EQUIPMENT

GELATO

True Artisan Gelato

(888) 316-1545 www.stefanosgelato.com

GLUTEN-FREE PRODUCTS

All of the Flavor None of the Hassle

A gluten free facility to help you expand your menu and serve ANY customer.

Par baked, taste and texture that your customers will enjoy.

Individually packaged

MIDDLEBY MARSHALL

OVENS MIXERS

RANDELL

PREP TABLES

AMERICAN RANGE

WALK-INS

SOMERSET

PARTS SMALLWARES

1-800-426-0323

www.northernpizza.com

IMPERIAL

We have plenty of great gluten free products Carrot Cake & Cupcakes for dessert!

KALO FOODS

Gluten Free & Great Taste

visit kalofoods.com or give us a call 336-949-4802

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THE PIZZA EXCHANGE PIZZA INDUSTRY RESOURCE GUIDE MAGNETS

MARKETING IDEAS, CONT. INSTANT ONLINE PRICING

CLICK TO VIEW PRICING

GET ONLINE PRICING

ONLINE PRICE QUOTE

INSTANT ONLINE PRICE QUOTE

MAILING SERVICES AFFORDABLE

PRINT & DIRECT MAIL

No Money Down, Pay Weekly on All Mailings!

(888) 915-8369 www.GetMailshark.com

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

MARKETING IDEAS

pmq.com/Recipe-Bank/

MACHINERY/OVENS/EQUIPMENT

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THE PIZZA EXCHANGE PIZZA INDUSTRY RESOURCE GUIDE MANAGEMENT

MIXERS, CONT. 60 QUART—HEAVY HEAVY DUTY

Pizza Mixer

keep more of your hard earned dough!

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

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

www.timeforge.com 866.684.7191

save time and increase profits!

MEAT TOPPINGS

Globe Food Equipment Co. | www.globefoodequip.com

Mixing, Dividing, Rounding, and Spinning

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

Contact:Jamie Reynolds..................Sales_Info@BurkeCorp.com............................. 800.654.1152 THE BACON JAMS

SPREADABLE BACONally!

Bacon Wings!!!

www.thebaconjams.com

sales@thebaconjams.com 856.222.2000

Makes a Killer Burger

Fin

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

MOBILE CATERING TRUCKS/UNITS

Innovative Gourmet Sauce

Your Customers Will Love this Easy-to-Apply Addition to your Menu Bacon you can keep in dry storage... No Fry on the Fly!

MOISTURE-ABSORBENT TOPPINGS CONDITIONER/SUPPLIES

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.

MIXERS

American Baking Systems • • • •

Spiral Mixers Planetary Mixers Dough Sheeters Deck Ovens and more!

Over 60 Years of Combined Service to the Baking Industry!

MUSHROOMS

We don’t take a canned approach to mushrooms.

Mushrooms

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

OLIVES

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

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THE PIZZA EXCHANGE PIZZA INDUSTRY RESOURCE GUIDE OLIVES, CONT.

PASTA

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THE PIZZA EXCHANGE PIZZA INDUSTRY RESOURCE GUIDE PIZZA DELIVERY THERMAL BAGS

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THE PIZZA EXCHANGE PIZZA INDUSTRY RESOURCE GUIDE PIZZA DELIVERY THERMAL BAGS

PIZZA OVENS, CONT.

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THE PIZZA EXCHANGE PIZZA INDUSTRY RESOURCE GUIDE PIZZA PANS, CONT.

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THE PIZZA EXCHANGE PIZZA INDUSTRY RESOURCE GUIDE PRINTING, CONT.

REFRIGERATION

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THE PIZZA EXCHANGE PIZZA INDUSTRY RESOURCE GUIDE SECURITY

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PIZZA HALL OF FAME www.pizzahalloffame.com

Corsi’s (Clockwise from top left) The Corsi’s dining room was remodeled with the addition of a bar in 1974; Rocco Corsi presses olive oil in 1958; the exterior of the restaurant is shown in the late ’90s; Adelia Corsi works the ovens, circa 1958; Rocco opens the bar in 1974.

I

n 1958, Italian immigrants Rocco and Adelia Corsi moved to Livonia, Michigan, where a few family members had a pizzeria—and helped them grab their own slice of the pie. Corsi’s (corsisbanquethalls.net) opened with pasta dishes featuring homemade sauces and pizza crafted through painstaking trial and error by the couple. Even though Italian restaurants were almost unheard of in the area, a prime location near a new subdivision and shopping mall helped spread the word about the humble mom-and-pop shop. “They had a one-acre garden they’d bring in produce from,” says Penny Corsi, an owner and daughterin-law of Rocco and Adelia, “and they’d make all their own soups and pastas, like gnocchi and lasagna.”

Eventually, other items, including veal and chicken main courses, were added

Since 1958, this family-owned and -operated mainstay in Livonia, Michigan, has celebrated success with top-quality Italian specialties and down-home hospitality. By Tracy Morin

to feed hungry diners, while in 1979 a new 300-seat banquet hall was built to host parties and special events (to this day, catering and banquet sales are a major focus of the operation).

Meanwhile, the 45-seat restaurant does brisk business with dine-in and carryout patrons who have frequented the business through generations.

But remaining competitive in an ever-changing neighborhood and tough economic times requires effort: The pizzeria regularly supports charities (such as the Make-a-Wish Foundation), hosts promotions with the local high school, offers online coupons and attracts customers with direct mailing programs. On the first Wednesday of each month, a buffet feast brings in families for unlimited pizzas, pastas and mains. “You’ll find fancier buildings, but not better food,”

Penny laughs. “Probably 99% of people order the same thing every time they come in; for pizzas, we’re known for our great pepperoni, fresh ingredients and handmade dough.”

Indeed, the pizza has nabbed many “best of” awards in Livonia, but Corsi’s real secret weapon is its personal touch. Rocco and Adelia eventually passed the business to their sons, Louie and Dino (who both grew up in the business), and their wives, Penny and Karen—one of whom is always at Corsi’s to ensure quality control. “You need a lot of hard work and dedication to be in this business,” Penny notes.

“You need to give people a great product and never skimp on quality. It’s something you have to put your heart and soul into.”

HAS YOUR PIZZERIA BEEN IN BUSINESS FOR 50 OR MORE YEARS? IF SO, CONTACT US AT TRACY@PMQ.COM. 114

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A Family Tradition.

Legendary Cheesemaking • Optimum Flavor • Unparalleled Consistency

Saputo Cheese USA Inc., Lincolnshire, Illinois 60069 (800) 824 -3373 • saputousafoodservice.com ©2015 Saputo Cheese USA Inc. All rights reserved. Saputo® is a registered trademark used by Saputo Cheese USA Inc.

Links to Extra Content Featured Video: PMQ pays a visit to the Mayberry-like town of Sardis, Mississippi, for a visit with Dutch and Rebecca van Oostendorp and artisan pies at TriBecca Allie.

Featured Video: PizzaTV crew members fill up their tanks at Anthony’s Food Shop, a York, Maine, artisan pizzeria that also happens to be a gas station, bakery and coffee bistro.

Featured Video: Jamie Culliton, silver medal-winning pizza acrobat and member of the Groupon U.S. Pizza Team, visited the PizzaTV studio recently and shared his recipe for a margherita pizza made in a wood-fired oven.

Featured Video: Groupon U.S., Pizza Team member Karen Irby puts a spin on two traditional desserts, s’mores and peach cobbler, using basic pizza dough, simple ingredients and the magic ingredientBiscoff European cookie spread.

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