PMQ Pizza Magazine August 2016 by PMQ Pizza Magazine

PMQ PIZZA MAGAZINE | August 2016 | Volume 20, Issue 6

AUGUST 2016 | WWW.PMQ.COM

Love Summer of

Pizza by the Sea has a pictureperfect strategy for marketing to families PAGE 30

PLUS: The Pizza Industryâ&#x20AC;&#x2122;s Business Monthly | PMQ.com

How to create a menu that moms and kids will love! PAGE 38 Your favorite online ordering companies PAGE 61

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ONLINE AT PMQ.COM

FIND US!

Now On Groupon U.S. Pizza Team Midwest Trials Michael LaMarca, owner of Cleveland-based Master Pizza, earned his fourth first-place win at the Groupon U.S. Pizza Team’s Midwest Trials, held at Panino’s Pizza in Evanston, Illinois. LaMarca won with the Fig-It-About-It, featuring fig preserves blended with blue cheese, honey-cured smoked bacon, honey chèvre, prosciutto di Parma and Modena Balsamic Pearls. Watch our video coverage of the competition—with its dizzying variety of unique artisan pies—at PizzaTV.com.

Exclusively On PMQ.com WEBSITE EXCLUSIVES: Will Pizza-Making Machines Rule the World?

Domino’s ZeroClick Solution

Robotic pizzaioli are just part of the plan at Zume Pizza in Mountain View, California. Co-founder Alex Garden also aims to roll out delivery trucks with remote-controlled ovens that bake the pies en route to customers’ homes. With Pizza Hut and Domino’s working on robots of their own, will there be a role for humans in the future of pizza? Find out at PMQ.com.

Domino’s clearly believes ordering convenience and simplicity are paramount to success. Exhibit A: the company’s new click-free ordering app. After creating a pizza preference profile, customers can order their favorite pies just by launching the app—with a 10-second countdown in case they change their minds. Read all about it at PMQ.com.

The World’s Only Floating Pizzeria

8 Easy Ways to Jump-Start Your Summer Sales We know it’s hot, but now’s not the time to hide indoors. Get out into your neighborhood and make contact with business leaders, key influencers and first responders to drum up more business. Consultant Tom Feltenstein tells you how to do it right at PMQ.com. 6

Cloud 9 Fiji, a twolevel pizzeria and bar floating in the middle of the Pacific Ocean, serves up paradise by the slice. Accessible by speedboat or sailboat and offering a menu of wood-fired pies and cocktails in an exotic setting, Cloud 9 proves location really is everything. Swim over to PMQ.com and check out our eye-popping pictorial.

PMQ Pizza Magazine The Pizza Industry’s Business Monthly

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PMQ PIZZA MAGAZIN 6

| WWW.PMQ.C

Love Summer of

Sea Pizza by therehas a pictu tegy perfect stra g for marketin to families PAGE 30

The Pizza ’s Busines Industry s Monthly

Life’s a Beach

20, Issue

Volume 2016 |

ON THE COVER

E | August

Contents

AUGUST 2016

PLUS: a menu How to create kids that moms and 38 will love! PAGE online ite Your favor anies ordering comp

m | PMQ.co

PAGE 61

Known as a place where kids can be kids, Pizza by the Sea uses neighborhood marketing and bright, colorful visuals to create a year-round summer of love in the Florida Panhandle. By Rick Hynum

FEATURES IL PRIMO

What a Kid Wants Children today want more menu choices, and their parents want healthier options. Here’s how to create the perfect mix for moms and kids alike. By Liz Barrett

The Pizza Kings Frank Mastro was the Johnny Appleseed of New York pizza. His son Vinnie was a franchising pioneer. They should be pizza industry icons. So why have these visionaries’ names been all but lost to history? By Rick Hynum

MADELINE FERRENTINO

The Beginner’s Guide to Online Ordering, Part 2 If you don’t currently offer online ordering, your competitors probably do—and you’re losing business to them. Here’s how to find an online ordering solution that works for your pizzeria. By Anna Zemek

Hitting Your Target Affordable and flexible, geotargeting puts your digital ads in front of the customers you really want to reach, but it takes some effort and know-how to score a marketing bull’s-eye. By Tracy Morin

Beacons: Signals of Success Already in use by retailers, beacons give you the power to encourage repeat visits and better engage your customers, all via their smartphones. By Andrew Levi

SARAH BETH WILEY

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PMQ Pizza Magazine The Pizza Industry’s Business Monthly

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DEPARTMENTS

In Lehmann’s Terms: The Advantages of Instant Dry Yeast Every yeast type has its good and bad points, but when it comes to convenience, nothing beats the instant dry variety.

New York’s Finest: The Lemon Granita There are many variations on this classic frozen drink, but Chef Bruno says the people of Messina, Sicily, make the best one of all.

The Think Tank: Using Promoted Posts on Facebook Three experienced pizzeria operators offer tips on using targeted Facebook advertising to boost sales and drive traffic.

The Art of Marketing: How to Score with Fall Football Football season starts next month, so now is the time to develop your marketing game plan for the gridiron.

Recipe of the Month: Pizza Balls Nutella dishes out little fluffy balls of deliciousness in this easy-to-make dessert.

Pizza Without Borders First-time pizza competitor Niclas Lundevall wowed his fellow Swedes with a prize-winning pie topped with cod, beets and butter custard.

Founded by Greek immigrants with a flair for old-fashioned marketing hustle, this Pennsylvania pizzeria continues to thrive after a half century.

IN EVERY ISSUE 6

Online at PMQ.com

From the Editor

From the Inbox

Moneymakers

Where We’ve Been, Where We’re Going

Product Spotlight

Advertiser Index

Industry Resource Guide

Check out our digital and tablet editions for bonus video content. Watch highlights of this year’s U.S. Pizza Team Midwest Trials, held at Panino’s Pizza in Evanston, Illinois, and learn about Michael LaMarca’s winning entry, the Fig-It-About-It. Visit PMQ.com/digital to view the digital edition, or download our tablet app at iTunes, Google Play and Amazon.com.

SPONSORED CONTENT

SmartMarket: The Pizza ATM With a proven track record in Europe, the Pizza ATM can grow revenue by up to 30% with a very low operating cost.

Idea Zone: GelARTo It may be a new brand in the States, but GelARTO has been wowing gelato fans for 30 years across the Atlantic.

Idea Zone: Frozen Solutions Color-changing spoons and bowls from Frozen Solutions offer a fun way to get—and keep—kids’ attention on your desserts.

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Pizza Hall of Fame: Secane Pizza

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FROM THE EDITOR

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

A PUBLICATION OF PMQ, INC. | 662-234-5481

Would You Say That to the Incredible Hulk?

VOLUME 20, ISSUE 6 AUGUST 2016 PUBLISHER

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

Linda Green, linda.pmq@gmail com ext. 121

t’s a sad truth: We live in an era in which people curse and scream at each other over recipes for biscuits and three-bean salads. If you don’t believe me, check out Buzzfeed’s Tasty page on Facebook. It all starts when someone posts a nitpicky complaint in the comments section, such as, “You shouldn’t put diced tomatoes on nachos—they’ll make the chips soggy.” Harmless enough, you might think, but, no, this is like setting a match to dynamite, like spitting in the face of the Incredible Hulk. Soon, the recriminations begin to fly, and the swear bombs drop on the militant and the peaceable alike. When Hulk smash, Hulk smash everybody. Social media provides a global forum for the wise and the ill-informed, the open-minded and the willfully ignorant alike. Fortunately, most just use it to share pictures of their daughter’s wedding or funny videos of cats falling into bathtubs. A few people abuse it for darker purposes, while many simply misuse it without thinking about the consequences. It doesn’t happen often, but when I come across a partisan political comment on a pizzeria’s Facebook page, I cringe and wonder how many customers that one comment drove away. I see a lot more of it on the owners’ personal pages, and that makes me cringe, too, since every friend, long-ago acquaintance and distant relative is a potential customer. It’s impossible, of course, to count the dollars you didn’t earn because you drove away those customers with your political views, but in today’s highly politicized and hyper-sensitive America, you can bet it happens. If you can afford to lose business, then by all means, rant away. You have that right. But if every dollar is precious, if every customer matters to you, I urge you to leave your politics at home and make everyone— regardless of partisan alignment, race, creed or religion—feel welcome and special in your pizzeria. Creating that hospitable, come-one come-all atmosphere begins on social media. Next time you feel a rant coming on, ask yourself: Would I say this to the Incredible Hulk?

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

Eric Summers, eric@pmq.com ext. 134 CREATIVE DIRECTOR

Sarah Beth Wiley, sarahbeth@pmq.com ext. 135 SENIOR MEDIA PRODUCER

Daniel Lee Perea, dperea@pmq.com ext. 139 IT DIRECTOR

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 MARKETING DIRECTOR

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 CONTRIBUTORS

Chef Santo Bruno, Tom Lehmann, Andrew Levi

PMQ PIZZA MAGAZINE | August 2016 | Volume 20, Issue 6

AUGUST 2016 | WWW.PMQ.COM

Love Summer of

Pizza by the Sea has a pictureperfect strategy for marketing to families PAGE 30

PLUS: The Pizza Industry’s Business Monthly | PMQ.com

How to create a menu that moms and kids will love! PAGE 38 Your favorite online ordering companies PAGE 61

ON THE COVER: Summers last forever, it seems, at Pizza by the Sea, where the livin’ is easy and kids can be kids. Photo by Jacqueline Ward

Rick Hynum Editor-in-chief PMQ Pizza Magazine

PMQ PIZZA MAGAZINE

605 Edison St. • Oxford, MS 38655 662.234.5481 • 662.234.0665 Fax PMQ Pizza Magazine (ISSN #1937-5263) is published 10 times per year. Cost of U.S. subscription is $25 per year. International $35. Periodical postage pricing paid at Oxford, MS. Additional mailing offices at Bolingbrook, IL. Postmaster: Send address changes to: PMQ Pizza Magazine, PO Box 2015, Langhorne, PA 19047. Opinions expressed by the editors and contributing writers are strictly their own, and are not necessarily those of the advertisers. All rights reserved. No portion of PMQ may be reproduced in whole or part without written consent.

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FROM THE INBOX

FAVORITE’S PIZZERIA

Peter Anastasi of Pat’s Pizzeria, located in Dundalk, Maryland, gets the Yummy Patrol ready for a Slice of Hope Week pizza party to benefit the Bea Gaddy Family Center.

Gabriel Cuddahee, Alexis Nichols and Olivia Michaels serve up a pie at Favorite’s Pizzeria in Lewiston, New York.

“CRAZY COMBINATIONS” We subscribe to your magazine and love getting tips from your articles. It would be amazing if you guys would check us out. We are a small-town, local, familyrun pizzeria. We take pride in providing our customers with the most enjoyable experience. Our specialty is creating crazy combinations that are sold by the slice daily. “Indecisive” is my word to describe us, because there are always so many great choices!

10 YEARS OF HOPE A Slice of Hope Week 2016 was a huge success. We celebrated our 10th anniversary of raising joy and hope in homeless shelters. We’d like to extend a big thank-you to everyone who has made this possible over the years and to everyone who donated this year as well. We’d also like to congratulate our ambassadors, Pooja Kumar, Kelly Wright and DeMingo Graham, and to express our gratitude to PMQ Pizza Magazine for spreading the word. Finally, for those who haven’t helped yet, please consider donating $1 to sponsor one moment of joy for one person in need at a homeless shelter. Obaid Kadwani A Slice of Hope New York, NY

Favorite’s Pizzeria Lewiston, NY Via Instagram Thanks for the note. We tried without success to reach you via social media. Please email us at editor@pmq.com with more information about Favorite’s Pizzeria!

FIND US ON SOCIAL MEDIA: 14

STUFF WE

in footwear eakers the next step sn ed em th azz pi e Are thes SB Janoski Nike SB series, the e th of rt Pa n? tio i slices evolu pped with pepperon to e m co s er ain Tr a Pepperoni Pizz ts a marinara the inner lining boas ile wh , lla re za oz m and gooey ble they are, but know how comforta t n’ do e W . rn tte pa sauce they look delicious!

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IN LEHMANN’S TERMS

The Advantages of Instant Dry Yeast There are few differences between various yeast types, but IDY beats them all in terms of convenience. By Tom Lehmann Tom Lehmann recently retired as the longtime director of bakery assistance for the American Institute of Baking (AIB). He is now an industry consultant dedicated to helping pizzeria operators make more money. Need more dough advice? Visit the Dough Information Center at PMQ.com/ dough.

Q A

Why do some pizza makers prefer instant dry yeast (IDY) over other types of yeast?

Actually, there is little difference between instant dry yeast, active dry yeast (ADY) or compressed/fresh yeast. For me, it all boils down to convenience. Instant dry yeast (IDY) has a long shelf life (one year or more), so it can be purchased by the case, possibly saving a little money on delivery costs. IDY, like ADY, does not require refrigerated storage, whereas compressed/fresh yeast must be stored continuously under refrigeration. Unlike ADY, IDY does not need to be hydrated in warm water prior to use; in fact, it actually performs better when added dry and blended into the flour before mixing. That’s one less thing that might go wrong in preparing your dough. IDY also exhibits excellent uniformity and consistency in performance throughout its shelf life, especially when compared to compressed/ fresh yeast, which begins to show signs of deterioration within two weeks of receipt at the store. In some cases, depending on how the yeast is handled and the temperature at which

it is stored, compressed/fresh yeast may begin to show signs of deterioration in a week or less, leading to poor or inconsistent dough performance. Lastly, with many operators expanding their businesses or just trying to make their jobs a little easier, I see a lot of interest in making “goodie bags,” which is a way to speed up dough preparation and improve ingredient scaling consistency as well as dough formulation propriety. In this application, because the IDY can be added directly to the flour and other dry ingredients used in making a dough, it can be included in the goodie bag and easily stored for up to 15 days or more. With a goodie bag, most operators are able to reduce the ingredients needed to be scaled to just three—flour, water and possibly oil. The goodie bag provides all of the other dry ingredients required to make the dough. Those are some good reasons for using IDY. But if you still prefer to use compressed/fresh yeast or ADY, you should do so. Just make sure you know the limitations associated with your preferred yeast.

PMQ Pizza Magazine The Pizza Industry’s Business Monthly

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NEW YORK’S FINEST

Chef Bruno shares a laugh with his Blodgett Ovens colleagues, Tim Klauder and Jeff Pax.

SLNY PRODUCTIONS

The Lemon Granita Chef Bruno serves up a luscious, semi-frozen dessert from Sicily to help your guests chill out in the dog days of summer.

elcome to the dog days of summer! It’s hot out there, folks, but I’ve got just the thing to cool you—and your guests—down in August. A granita is a cross between a frozen drink and an Italian flavored ice. Although you can find different versions of the granita all over Italy, I’ve always thought no one makes them better than the people of Messina, Sicily. This summertime treat can be prepared in your kitchen or at home with the help of your food processor. The consistency should be slushy, not solid. You should seriously consider putting this dessert on the summer menu in your pizza shop or restaurant. Trust me, your customers will love you for it!

INGREDIENTS: 2 c. water Juice of 2 lemons ½ c. granulated sugar Grated zest of 1 lemon (scrub before grating) DIRECTIONS: Heat the sugar and water together over low heat until the sugar dissolves. Bring to a boil. Remove from heat and allow to cool. Combine zest and juice Mention this the ad lemon and receive FREEwith the sugar-water mix. installation! Place in a shallow container and freeze onsite until solid. Place the frozen container in a pot of very hot water for a few seconds. Pour out the frozen mixture and chop into large chunks. Finally, place the mixture in a large food processor fitted with metal blades. Process the mixture until it forms small crystals. Serve and enjoy!

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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MONEYMAKERS

Meatball Promo Helps Old Folks Make New Friends

While many restaurateurs look for creative ways to pack their dining rooms with hip, young millennials, Adam Kurdsson, owner of Adams Pizzeria in Ljungbyhed, Sweden, has created a promo with a different demographic in mind: lonely seniors. Kurdsson recently served up free meatballs and mashed potatoes on a Wednesday night to elderly people looking to make new friends. “I’ve seen so many lonely older people here in Ljungbyhed,” Kurdsson told a Swedish newspaper called The Local. “It’s very sad. You see the same people again and again. So I wanted to do something for them.” Prior to the event, Kurdsson gauged interest and heard from 31 local seniors who wanted to take part, he added. “People have come to me and thanked me for it.” Adams Pizzeria offers free meatballs and mashed potatoes on Wednesday nights for lonely elderly people in Ljungbyhed, Sweden. Owner Adam Kurdsson previously made headlines for serving free pizza to 150 recently arrived refugees from Syria.

A Super Slice of Viral Success

Ten bucks sounds like a high price for a slice of pizza, but customers have been lining up to pay it at the Pizza Barn in Yonkers, New York. Mind you, this is no ordinary slice—it stretches 2’ and has caused a viral sensation, earning positive coverage on local TV news outlets, including Brooklyn’s News 12, and inspiring selfies on Facebook and Instagram. Pizza Barn co-owner Angelo DeLuca says the Super Slice, unveiled this spring, has drawn customers by the thousands, including many new ones from Queens, the Bronx, Manhattan, Harlem and other parts of the city. Lisa Salvadorini and Kristina Cartwright, reporters for Brooklyn’s News 12, tried to wrap their mouths around a Super Slice for a segment on the Pizza Barn in Yonkers.

Quick Tip 1: Create a Crowdsourced Menu Your customers probably shoot photos of your menu items every day. To forge a stronger connection between your brand and your guests, restaurant consulting firm Aaron Allen & Associates recommends developing a crowdsourced photo menu on Instagram. Invite patrons to shoot pictures of their favorite pizzas or other dishes and upload them to Instagram with a hashtag such as #pepespizzamenu. 20

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MONEYMAKERS

Portland Pizzaiolo Takes Pro-Union Stance

As controversy rages over minimum-wage hikes in cities around the country, pizzaiolo Scott Rivera has been shelling out $15 an hour to his staff at Scottie’s Pizza Parlor from the get-go. Now the pizza shop, which opened about a year ago in Portland, Oregon, has thrown its support behind the Burgerville Workers Union. Scottie’s staffers dressed up in burger, fry and shake costumes for a “solidarity bike ride” as part of the Portland Pedalpalooza event this summer to raise awareness about unionization efforts. The Burgerville union is pushing for a $5 raise for all hourly employees of the fast-food chain, plus health insurance and paid maternity/paternity leave, among other demands.

Scott Rivera, owner of Scottie’s Pizza Parlor in Portland, Oregon, celebrates Father’s Day with his dad. Rivera has been an outspoken supporter of unionization for fast-food workers since opening his pizzeria in the summer of 2015.

Quick Tip 2: Where Everybody Knows Your Name When responding to customers’ tweets on Twitter, make sure you sign your replies with your name. This tactic reminds patrons that there’s a real person behind your restaurant’s tweets and helps build a sense of relationship and engagement with your brand.

Biggin’ Is Better for Breakfast

Who needs a Bloody Mary when you can cure your post-party pain with a gravy-laden pie? Old Shawnee Pizza in Shawnee, Kansas, scored national publicity for its Biggin’ Hangover Pizza, which made Delish.com’s list of “The 17 Biggest Breakfasts in the Country” in June. According to Old Shawnee owner William Walker, the 18” pie works its morning-after magic with sausage gravy, pork sausage, apple-smoked bacon, chopped green onions and over-easy eggs, all sprinkled with black pepper and parsley. “We actually have a thing called the Biggin’ Challenge,” Walker says. “If you can eat a Biggin’ Pizza—with your choice of toppings—in less than an hour, you get the pizza free, plus a T-shirt that says ‘I Handled the Biggin’!” 22

This gravy-laden leviathan, the Biggin’ Hangover Pizza, earned a spot in Delish.com’s list of the biggest breakfasts in America.

PMQ Pizza Magazine The Pizza Industry’s Business Monthly

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THE THINK TANK

The Secrets of Coupon Success .COM

FRAN KSPIZ ZA

adrones Pizza East: Do any of you use coupons and, if so, what kind of percentage discount do you offer?

brad randall: We call our bundle the Crazy Aver’s Deal. It used to be called the Crazy 8 Deal back when our competitor called theirs the Big 10 Bargain. Ours was $8, and theirs was $10. Pretty clever, except inflation makes sticking to a price difficult. The Crazy Aver’s Deal is $12.99 with no mention of the price in the name. So my suggestion from experience is to not tie yourself to or brand your deal with a price. Set a discount/price you can live with and raise it a little bit every year. Royster 13: More aggressive marketing can sometimes work better than coupons. If you’re doing $1,000 a day in gross sales but giving away $150 to $200 in coupons, you only net $800 to $850. But if you spend some of that loss from coupons on more marketing each day, you may increase your net profit. However, all marketing requires testing and tweaking until you find the “sweet spot.” bodegahwy: We don’t offer coupons with a percentage discount. We have three types of coupons: 1) Value added—order this and get that for free or half-price, such as buy a 16” pizza and get a free pint of ice cream; 2) set discount—save $5 when you order two 16” pizzas; or 3) promotional price—buy a 14” pizza with one topping for $11.

Experienced operators discuss the coupon offers that work and the ones that hurt your bottom line.

Stop thinking of coupons as money you give away. They aren’t. If you’re going to use coupons (and there’s a good reason why most pizza places do), you need to build the offer into your price structure. Then start looking at whom they attract and what they produce. Freddy_Krugerrand: We run coupons, but they are only good Sunday through Thursday. This way, we can offer more aggressive deals during slower days and not worry about coupon users taking up valuable table space on Friday and Saturday. Warren: I agree with bodegahwy that coupons need to be built into your pricing structure. The real downside of coupons lies with people who would have paid $14.99 for a large pepperoni but buy it with a coupon for $9.99 instead. That’s why having a POS system—and being able to direct-mail to your customer database by last date of order—is so important. If Tommy orders a large pepperoni for $14.99 once a month, you can mail him a coupon for a free order of cheese bread or a two-liter drink if he orders in the next week. This gets an extra order from him at a high margin. If Suzie orders once every three months, you can afford to offer her a better deal to get her to order once a month. Get answers to your most perplexing problems and swap tips and ideas with the experts in PMQ’s Think Tank, the pizza industry’s oldest and most popular online forum. Register for free at thinktank.pmq.com. (Member posts have been edited here for clarity.)

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THE ART OF MARKETING

WAYS to SCORE with

1 3 5

FALL FOOTBALL It’s time to plan for football season. Consider all of the football leagues— pro, college and high school. Each one has a large fan base. So gather schedules and coordinate a plan of attack!

If your pizzeria has televisions, announce viewing parties for the games, with special deals on wings and pizza during the event. Ask a local football player (or the whole team) to appear in your marketing in exchange for free pizza.

Promote your pizzeria’s availability for catering/ tailgating orders.

7 26

Hold a contest for free football tickets. Everyone who spends above a certain dollar amount is entered into the contest.

2 4

Take note of what the big chains do and offer a big bundle deal for football parties (i.e., three pizzas with wings, breadsticks and soda).

Run a touchdown promo wherein every touchdown earns customers a certain dollar amount off their next purchase.

Offer free football schedule souvenir cups with the purchase of a large beverage. Coordinate with local schools to supply these at games as their official sponsor.

Create your own fantasy football league with customers and award the winner with a pizza party.

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Looking for more marketing ideas and insights? PMQ has you covered! By Liz Barrett

Tips&Tricks Be Cool to Your School

Summer is almost over, so it’s time to reconnect with local principals, coaches and teachers for promotions that benefit everyone involved.

Gearing Up for Halloween Halloween is one of the biggest ordering days of the year. Will you be ready? Here are some quick tips to help you prepare:

SPONSOR A SPORTS TEAM. In addition to football, look at the local baseball, tennis, soccer and swim teams. Everyone loves pizza and needs equipment. Find out how you can help while also getting the word out about your pizzeria.

1. Overschedule staff for the night; there will always be some who don’t show up.

HELP WITH CLASSROOM FUNDRAISERS. Remind teachers (who often purchase their own class supplies) that you can help with fundraisers both at the restaurant and inside the classroom (through gift card sales, etc.).

2. Promote and encourage customers to order pizzas early for later delivery (i.e., order at 4 p.m. for an 8 p.m. delivery). This will save you time and help you coordinate orders.

FREE PIZZA COUPONS FOR GOOD STUDENTS. Principals love being able to give good students a prize for achieving honor roll or perfect attendance. Make it easy for them by supplying a stack of coupons for free kid-size pizzas.

3. Have your online ordering system up and running so you don’t miss any orders.

MAKE PIZZA IN THE CLASSROOM. If the students can’t come to the pizzeria, bring the pizzeria to them. Small children love to stretch the dough and top the pies, so offer to bring dough (and finished pizzas to eat) to local classrooms for a fun learning activity. Leave behind take-home coupons.

4. Be prepared for a larger number of pickup orders as customers try to avoid long delivery waits. 5. Relax and have fun—that’s what Halloween is all about!

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August 2016 pmq.com

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RECIPE MONTH Pizza Balls

of the

INGREDIENTS: 12 oz. pizza dough, cut and rolled into small balls (yields 12 dough balls) 3 tbsp. hazelnut spread 4 oz. fresh berries 1 oz. powdered sugar, for dusting DIRECTIONS: Roll the pizza dough into 1-oz. balls and bake at 550°F until golden and cooked through. (The balls should sound hollow when tapped.) Place the hazelnut spread in a bowl and pile the warm balls in the middle. Scatter fresh berries around the dough balls. Dust with powdered sugar and serve warm. Sponsored by Nutella

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Hazelnut spread tastes like a spoonful of heaven, and, naturally, we’ve got the Italians to thank for it. The story goes that Pietro Ferrero, a pastry maker from Italy’s Piedmont region, developed the initial recipe for what would become hazelnut spread in 1946. At the time, World War II had crippled the cocoa supply in Europe, and chocolate was hard to come by. Hazelnuts, on the other hand, were inexpensive and plentiful. So Ferrero mashed hazelnuts, sugar and a small amount of cocoa into a paste. He then shaped it into a loaf, sliced it and served it on bread. “My grandfather lived to find this formula—he was completely obsessed by it,” Ferrero’s grandson, Giovanni Ferrero, told the BBC in 2014. “He woke up my grandmother at midnight—she was sleeping—and he made her taste it with spoons, asking, ‘How was it?’ and ‘What do you think?’”

N 5

U o

Ferrero’s concoction proved so popular that the pastry chef founded a new business, the Ferrero Company, that same year, and developed a more spreadable version a few years later. But it was another Ferrero, Pietro’s son Michele, who developed the current version and gave it a memorable brand name that’s familiar to dessert lovers everywhere: Nutella. 1

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Be Inspired. Be Creative. Be Original.

People in more than 200 countries around the world enjoy Nutella®, the original hazelnut spread®. 1 Be creative by adding Nutella® to your menu and offer your customers the brand they love. Nutella® menu mentions on dessert pizzas have increased 52.6% over the last 3 years.2 Use Nutella® to create unique and delicious pizzas and other creative items your customers are sure to love. ✓ Gluten free ✓ No artificial colors or preservatives ✓ Certified Kosher ✓ Contains no peanuts ✓ 12-month shelf life from manufacturing date

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Life's a

Beach Pizza newcomers Jason and Kristi Beer focus on faith, community and the sunny side of life at the kid-friendly Pizza by the Sea. By Rick Hynum | Photos by Jacqueline Ward Images

t’s a good thing Jason and Kristi Beer, owners of the three-unit Pizza by the Sea in the Florida Panhandle, like children—they’ve

got a lot of them. No, they’re not one of those reality TV clans with 19 rugrats and counting. Only two children actually carry the Beer surname, but dozens more—often shirtless, barefooted and loud—can be seen running in and out of Pizza by the Sea on any given day, and, as far as Jason and Kristi are concerned, they’re all part of the family.

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Pizza by the Sea co-owner Kristi Beer and photographer Jacqueline Ward work with local children to create bright, colorful images for the restaurant’s marketing and social media.

“I always chuckle when I see an online review about how crowded and loud it is, where someone says, ‘There are too many kids there.’ Well, that’s exactly what our brand is. It’s fun, whimsical and very family-friendly.” — J A S O N B E E R , P I Z Z A BY T H E S E A

Without resorting to giant mechanized mascots and noisy arcade rooms, Pizza by the Sea, which has two locations in Santa Rosa Beach and one in Panama City Beach, is easily one of the most kid-friendly pizza companies in the nation. Bright, colorful images of little ones dominate the company’s branding, particularly on its website and social media. The “Very Happy Meals” menu features kidsize pizzas—including cheese, pepperoni and a cheeseburger pie topped with pickles, ketchup and mustard—as well as spaghetti and meatballs and perhaps the simplest yet shrewdest menu selection you can imagine for children: a small plate of noodles and butter with a breadstick, sold for the same price ($4.99) as a plain cheese pizza.

“This place can be very loud, very rambunctious,” Jason admits. “I always chuckle when I see an online review about how crowded and loud it is, where someone says, ‘There are too many kids there.’ Well, that’s exactly what our brand is. It’s fun, whimsical and very family-friendly.” “If you’re looking for a quiet, romantic dinner,” Kristi adds, with a laugh, “this probably isn’t the place for you.” NOT YOUR TYPICAL PIZZA FAMILY The Beers are not your typical pizza family, with roots that reach back for generations. Although Kristi has Italian heritage, neither worked in the pizza business until they came across Pizza by the Sea, then a single-unit operation located on Florida’s coastal Highway 30A, in 2011. Both devout Christians who engage in global missionary work in their spare time, they had recently sold off their chain of gas stations in Indiana and were looking for new opportunities, preferably somewhere on the sunny side of life. “We had vacationed in this area before,” Jason says. “You always hear about people who have a dream of moving to the beach. Why should we be any different? We checked out some business brokerage sites and, lo and behold, Pizza by the Sea was for sale. We weren’t necessarily looking for a restaurant. But we got on a plane to see what this place was all about, and we fell in love with it.”

PMQ Pizza Magazine The Pizza Industry’s Business Monthly

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Jason and Kristi Beer (left) encourage customers to paint original designs on pizza pans, which help create Pizza by the Sea’s distinctive, off-kilter vibe. Meanwhile, pies such as the Kickin’ Chicken are favorites for adults and children alike.

Despite their lack of restaurant experience—Jason’s more of a business and finance guy, while Kristi is a former teacher—the Beers knew a moneymaker when they saw one. “It was something I hadn’t seen before—very kid-focused but beach-funky,” Jason says. “Not only was the food delicious, but it was already a great brand. When we bought it, we kept the entire team. All the pistons were firing, so why change anything?”

In a few years, the Beers had added two more locations, each with key traits in common, including orange walls, a turquoise bull’s-eye tabletop pattern and customer-decorated pizza pans lining the walls (see the sidebar on page 36). But each store is different, too—the original location occupies 1,200 square feet in a strip mall, plus a patio, and sits next to a Publix supermarket. The second location, called Gulf Place, has an indoor kitchen with all outdoor seating and a green area that serves as a playground for the little ones. The newest location on Seacrest Beach is located in a little town center that has an amphitheater with a lot of foot traffic. “Each location is similarly sized, with 40 to 50 seats, but each has its own atmosphere,” Jason says. “I wanted to prove this concept in a variety of locations, to show that it could work anywhere you want it to, within reason.” So far, so good. Each store has been warmly received by locals, who help keep the doors open even when all of the tourists have disappeared for the winter. “They take care of us all year round, so we really try to cater to them,” Jason says. “A lot of restaurants lay off their staff during the winter because they can’t afford to pay them, but we

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Catch the Wave: 4 Super-Awesome Things About Pizza by the Sea 1. Pizza Without the Crust. Customers on diets can order hot, delicious Yum Bowls (pictured, right), featuring all of the fresh, savory toppings and cheeses of any pizza on the menu, minus the crust. “It’s one of our most popular items for people who’ve gone gluten-free or who are cutting back on carbohydrates,” says Pizza by the Sea co-owner Kristi Beer. 2. What’s the Magic Word? Customers have to know a secret code word to receive Pizza by the Sea’s Thankful Thursday discount, and the only way to get the secret code is to subscribe to its weekly e-newsletter. “It’s a carrot, if you will, to get them to read the content,” says co-owner Jason Beer. 3. Something for Every Kid. Kids can play with hula hoops, express themselves with coloring sheets and even browse for reading material on the restaurant’s bookshelves. Or if they just want to run around and wreak havoc, that’s cool, too. “We’re the place that allows kids to be kids,” Jason says. “People tell us, ‘We go to Pizza by the Sea because we can bring our kids and don’t have to worry about keeping them quiet.’” 4. A Pan-oramic View. For a $7 refundable deposit, customers can turn a plain 12” pizza pan into a personalized work of art. The pans adorn the walls at all three Pizza by the Sea stores. “You can advertise your business or your organization by decorating the pans or just do it for fun,” Kristi says. “They range from highly professional to little doodles. People love to come in and see their artwork on the walls. It’s a fun way to decorate, and it connects our customers to our store.”

can keep our team together. That really helps with the consistency of quality and food.” BREEZY, PLAYFUL IMAGES Jason is the business mind behind Pizza by the Sea, while Kristi handles the marketing. Never mind that she had zero experience in that field—she turned out to be a natural. She manages the company’s social media and directs the regular photo shoots that give Pizza by the Sea’s marketing materials such a distinctive and appealing vibe. “When 36

we took over the pizzeria, I met [local photographer] Jacqueline Ward and was really impressed with her photos,” Kristi recalls. “She said, ‘I would love to do photography for your business—we’ll trade pizza for pictures.’” Talk about a great deal. Ward’s knack for working with children and Kristi’s innate marketing smarts proved a formidable combination, a match made in social media heaven. Thanks in large part to the power of these breezy, playful images, Pizza by the Sea’s Facebook page has nearly 5,000 fans, while more than 3,000 people follow its Instagram account. Kristi and Ward work together on the shoots, with Kristi essentially acting as art director. The Beers personally know all of the kid models, largely family friends and customers. The key to a successful shoot, Kristi says, is to hang back, snap a lot of photos and let the kids be kids. “We let them pick out what they want to wear,” she says. “Obviously, we want bright, vibrant colors, something with a beach vibe to it, but we want them to be comfortable so they can enjoy themselves, just eating pizza, playing and being kids. We try to do a few posed shots, but some of the best ones we get are candid shots of the kids just hanging out and doing their thing with pizza. It always works out, and the pictures look great.” GOOD NEIGHBORS The Beers believe firmly in the power of neighborhood marketing. Instead of spending their budget on direct mail, they reinvest that money in the community, especially in the local schools during the off season. Pizza by the Sea has helped raise money for iPads for area students and hosts Half-Price Pizza Nights for a nonprofit called Food for Thought. “When we got here, we had no idea there was a problem with food security in this area,” Kristi says. “Food for Thought collects food donations and makes backpacks on Fridays for kids who may not have enough food at home for the weekends. So we offer

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half-price pizzas to anyone who brings in food donations for the backpacks. We also sponsor the group’s volunteer kickoff at the beginning of the school year and their annual golf tournament.” Kids sports teams can count on Pizza by the Sea, too, and a number of soccer and Little League teams wear the company’s trademark “Yum” logo on their jerseys. “We also sponsor teams that sometimes don’t get a lot of attention, like the wrestling team or gymnastics, as compared to football and volleyball,” Jason says. “And we sponsor and hold benefit nights for some smaller nonprofits that may not get as much attention as the big groups. We’ll give them 20% of our sales, and they get a forum to introduce people to their causes.” The company also sends out a weekly e-newsletter to its list of about 2,000 customers. “It goes out every Wednesday morning with our Thankful Thursday discount for the next day, plus other announcements and specials,” Kristi says. “Customers can sign up for the newsletter on our website, plus we have a sign-up on the counter at each location, which is where the majority of people sign up.” LIVING THEIR FAITH The Pizza by the Sea owners make no secret of the fact that they are Christians—many of their social media posts carry a strong message of faith—and a missionary organization called 12 Churches, which provides on-the-ground aid in Nicaragua, is another favorite cause. “We use our business as a platform to make people aware of different opportunities and ways that they can serve others outside of the community,” Kristi says.

The Beers have no plans for further expansion, but they’re always open to new possibilities. The first step is to make sure they’ve got a solid management team in place, Jason says. “If you don’t have a good team in any business, you’re not going to be successful. I can’t say enough about our team, from our managers, cooks and counter staff to our cashiers, bussers and dishwashers. Everyone tries their hardest, and they all want to take good care of the customers. I attribute the lion’s share of our success to our team.” In fact, the Beers did not originally plan to expand the Pizza by the Sea concept at all. “We’d had nine gas stations, so we were looking to slow down and live the beach life,” Jason says. “But our team was talented, and we had ladies and gentlemen who wanted to advance and grow. If you don’t keep these people challenged, they’re going to move on. So, for that reason, we’ve grown the brand to three locations. If we find we have a team that we can open another location with, we’ll be glad to do it.” For now, though, they’re happy where they are and see their business as both a livelihood and a way to share their faith with—and set a good example for—others. “It really is a ministry opportunity at the local level, and it allows us to do our global mission work as well,” Kristi says. Jason agrees. “This has been a great blessing from God. He’s given us this business as a means to do our ministry, to do that outreach and to love on people. You can boil Christianity down to two things: Love God, and love people. This business helps us do both, and we’re grateful for it.” Rick Hynum is PMQ’s editor-in-chief. August 2016 pmq.com

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What a Kid

wants To create a better family-friendly atmosphere, it may be time to start looking at your menu from a child’s point of view. By Liz Barrett

JACQUELINE WARD IMAGES

ids love pizza. No surprise there. In fact, the food-focused youth marketing research organization Y-Pulse confirms that pizza has been at the top of kids’ lists of favorite foods for years. However, while many children are perfectly happy ordering from the grown-ups menu when they go to a pizzeria, most children under 10 years old would still prefer their own special menu, according to Sharon Olson, executive director of Y-Pulse in New York City. “Under age 10, kids usually enjoy the choices on the kids menu better,” she notes. “At 10 years old, they’re about 50/50, and by 11, 12 and 13 years old, they tend to like the items on the adults menu.” And, just like Mom and Dad, today’s kids have become more discerning diners, according to Jennifer Bilbro, founder and CEO of Out to Eat With Kids in Charleston, South Carolina, a resource for families seeking healthy and economical dining options. “Kids don’t become foodies by themselves,” Bilbro says. “Their parents have made an effort to offer them choices that traditional kids menus don’t provide. If they don’t eat a corn dog at home, then why would they order it from a restaurant? Kids want choices—yes, a cheese pizza option, but also a choice that an adult might normally choose, like a barbecue chicken pizza. Brands don’t have to reinvent the wheel. Instead, think pint-size versions of the adult choices.”

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On the Menu According to Y-Pulse, here are the top kids menu offerings, in order of appearance (most to least), at the top 50 restaurant chains: Chicken Fingers Healthful Offerings Hamburger/Cheeseburger Chicken Entrée Mac and Cheese French Fries Veggie Sides Grilled Cheese Pasta/Noodles Hot Dog/Corn Dog Pizza Steak Salad Ethnic Offerings PB&J Soup

KIDDIE-SIZE MEALS It’s probably no shocker that kids love chicken fingers and macaroni and cheese, in addition to pizza. Those are still some of the most popular kids menu items. But kids don’t always know what’s good for them, says Kristin Aquino-Pham, CEO and co-founder of Atlanta-based TodFoo, a website that connects parents with kid-friendly restaurants. “Kids also have a lot of allergies nowadays, and you don’t want to find out about a new one through a trip to the emergency room. It’s nice to find allergen-conscious, gluten-free and organic options alongside fresh

“Offering only unhealthy choices creates an atmosphere where parents say, ‘We can’t eat there every week, because it’s not healthy.’” — J E N N I F E R B I L B RO, O U T TO E AT W I T H K I D S 40

KIDZSMART

Families will often take your activity books and coloring books home with them, so make sure your logo is featured prominently on every one.

foods that haven’t been microwaved or frozen. And if you can create unique items that hide veggies, such as calzones that contain veggies, or noodles made out of veggies, that’s a great way to sneak some nutrition into a kids menu.” Kids are also more open to ethnic choices, Olson says. “They like fusion foods, such as taco pizza and cheeseburger pizza,” she says. “It’s two of their favorite foods put together.” Today’s parents want more flexibility as far as what their children can order, says Jasmine Kafka, director of marketing communications and account services at Kidzsmart in Vancouver, British Columbia, Canada. She recommends highlighting some healthy options—such as kids’ smoothies instead of soft drinks, and applesauce or yogurt instead of French fries. “Offer a two-tiered menu, with one section geared toward children age 2 to 5 and another for kids 6 and older, to ensure that you satisfy both young taste buds and growing appetites, such as chicken strips vs. chicken breast. Kids may not be focused on quality food, but their parents are.” Bilbro agrees. “Offering only unhealthy choices creates an atmosphere where parents say, ‘We can’t eat there every week, because it’s not healthy.’ Simple changes to your menu can include offering grilled shrimp or chicken instead of a fried version or pushing fruit instead of fries.” Bilbro is also a fan of kid-size salads. “I know you’re thinking, ‘Kids don’t eat salads.’ But they do, especially if they’ve seen a parent or older sibling try one,” Bilbro says. “My daughter orders a Caesar salad everywhere we go now—it’s her thing. But since there isn’t a kid portion size, we end up sharing one.”

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IL PRIMO

Specializing in kid-friendly fun, Captain Black is a fixture at all five Il Primo Pizza & Wings locations in Southwest Florida.

“If you can create unique items that hide veggies, such as calzones that contain veggies, or noodles made out of veggies, that’s a great way to sneak some nutrition into a kid’s menu.” — K R I S T I N AQ U I N O - P H A M , TO D F O O Kids enjoy their own special beverages, too, according to Olson. “They like root beer that comes in a bottle, specialty sodas and beverages that go with their pizza,” she says. “They like choices.” To keep beverages healthier, Bilbro says that offering nonsugary beverages is a huge trend. “We’re seeing new drinks pop up regularly,” she says. “Seltzer or club soda with a splash of fruit juice is a natural way to offer a poplike drink without the added sugar, and offering ‘half-cut’ options is also becoming popular, from juices cut with water to sweet tea cut with unsweetened tea.” MENU DESIGN A kids menu comes in handy in more ways than one, Aquino-Pham points out. Design a menu that serves multiple purposes, and you can create a much happier dining experience for everyone. “A menu that’s also a coloring book with crayons helps to distract kids,” she says. “Coloring books are great for ages two through eight. After age eight, puzzles, word games and board games are popular. Educational menus that teach children where pizza comes 42

Beyond the Menu If you’re trying to attract more families to your pizzeria, don’t just focus on the kids menu, experts say. Also keep the following in mind: CONSIDER COST AND CONVENIENCE. “Kids-eat-free options, even if only one night a week, are a definite bonus for parents when choosing a restaurant,” says Kristin Aquino-Pham, CEO and co-founder of Atlanta-based TodFoo. “Additionally, convenient parking that’s explained on the website, changing tables in both restrooms, and high chairs all attract parents to a restaurant.” FOCUS ON LOCAL STORE MARKETING. According to Jasmine Kafka, director of marketing communications and account services at Kidzsmart in Vancouver, British Columbia, Canada, that could include “kids’ nights, birthday celebrations, pajama parties, or even bringing in a mascot every once in a while. Keep your restaurant top of mind for families.” ENCOURAGE THE KIDS TO PARTICIPATE. “Get kids engaged with the food and the pizza,” says Sharon Olson, executive director of Y-Pulse in New York City. “Give them a tour of the kitchen, let them choose their toppings or build their own pizza. Kids are very interested in how things are made.”

from also give parents something to talk about with kids.” More content is better, Kafka says, as children will usually take an activity book home with them. “Your coloring book will sit at home with the family and be a constant reminder of your brand,” she says. But more content doesn’t necessarily mean more verbiage. “Show, don’t tell” should be your motto in designing a menu

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KIDZSMART

Traditional activity books can stimulate children’s imaginations, while specialized apps even offer 3D augmentation of printed pieces.

that appeals to kids. “Create an interactive menu with images or illustrations of the food to make meal selection easier for younger children who can’t read on their own, and age-segment your kids program to ensure you are capturing the imagination of both the young kids and the older kids,” Kafka says. Whatever you do, don’t underestimate this younger demographic. “Try offering something more sophisticated when it comes to content and graphics,” Olson said. “Younger kids tend to follow what older kids are doing, so more sophisticated graphics and simple kid-friendly stories or factoids about where the food comes from or how it’s made could elevate a kids menu and make it more appealing. Many of these kids watch food television and like to know what’s going on.” Or, if you really want to grab and keep a child’s attention, create a digital menu. “A menu or activity book can be branded toward a specific theme, character or storyline and then integrated with an online app,” Kafka says. “There’s even new technology where you can 3-Daugment some of the print pieces, so the child would open the brand app on their phone, hold it over the top of the printed piece, and 3-D animations pop out. “Restaurant entertainment preferences vary among ages—younger children seek activity books and coloring, and older children want digital engagement,” Kafka concludes. “Change the kids program frequently (every few 44

“Kids want choices—yes, a cheese pizza option, but also a choice that an adult might normally choose, like a barbecue chicken pizza. Brands don’t have to reinvent the wheel. Instead, think pint-size versions of the adult choices.” — J E N N I F E R B I L B RO, O U T TO E AT W I T H K I D S

months) and offer more than one version, giving guests something new and exciting each time they come to dine.” FORGOING A KID’S MENU Even though 82% of 50 top chains report having a kids menu with an average of seven food choices, according to Y-Pulse, many pizzerias get by just fine without one. “You may not need a kids menu if creating one is an operational challenge, doesn’t create a high level of customer satisfaction, or most of the kids coming into your pizzeria are older than 10 years old,” Olson notes. Jon Schroeter, director of operations at Il Primo Pizza

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Il Primo Pizza & Wings lets kids make their own mini pizza every Wednesday night.

KIDZSMART

& Wings (ilprimopizza.com), with six locations throughout Southwest Florida, has a bustling familycentric pizzeria, but no kids menu. “I focus on how to draw the kids in and keep them happy,” Schroeter says. “I’d rather have Mom and Dad order a large pizza and 20 wings to share. Our macaroni-and-cheese pizza and boneless wings are also a hit with kids.” Beyond the importance of great-tasting food, Schroeter believes in creating an unforgettable interactive experience for families with little ones. “We have arcade games, three TVs in the dining room—with one playing a G-rated Disney movie—and Captain Black, a pirate who visits each of my five stores one day per week doing face painting and balloon animals,” Schroeter says. “Parents usually plan birthday parties around when Captain Black will be in the store.” Il Primo also offers a special $5 package for Kids Night on Wednesdays, where children receive a prestretched

mini pizza to create their own pie, a kids cup and a cookie. “We take the same mini pizza doughs on location to local classrooms for pizza demos,” Schroeter says. “And the school principal receives 10,000 free mini pizza cards to hand out to deserving students.” Schroeter is definitely on to something, Kafka believes. After all, a coloring book and chicken fingers alone won’t guarantee that more families come to your pizzeria. “A restaurant could have a really fantastic activity book, but maybe the service isn’t that great,” Kafka says. “But if you show the kids and the parents that you value them and you put together a really great kids program with engaging and educational content, the parents will go back because the child wants to go back.” Liz Barrett is PMQ’s editor at large and author of Pizza: A Slice of American History.

August 2016 pmq.com

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THE

PIZZA KINGS Frank and Vinnie Mastro ought to be pizzeria industry icons, but few even remember their names. Here’s the strange, sad story of pizza’s greatest—and most tragic—visionaries. Written by Rick Hynum | Images courtesy Madeline Ferrentino Reported by Walter Gloshinski and Rick Hynum

e was the Johnny Appleseed of New York pizza, a business genius and visionary who helped countless Italian-American restaurateurs open their first pizzerias and survive the Great Depression. He’s even credited with inventing the modern gas-fired pizza oven and the pizza box. He should be an industry icon. Instead, his name has been all but lost to history. WHO WAS FRANK MASTRO? AND WHY DON’T WE REMEMBER HIM? The story of Mastro and his equally innovative son, Vinnie, is a long, complicated one, And it doesn’t end happily, says Vincent Mastro, son of Vinnie and grandson of Frank. “It’s an extraordinary story of family, creativity, unbelievable insight and foresight—and also sadness,” Vincent says. “These are people who started a family business, worked hard, and pursued opportunity and the American dream. The whole family was involved, everyone working hard for a common goal. Then a series of tragedies struck.” It’s a story of ambition, originality and altruism, but also of disease, depression and alleged corporate sabotage. It stretches from the First World War through the Eisenhower years and the Great Northeast Blackout of 1965. And it hasn’t been told in a long, long time…until now.

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Vinnie Mastro, shown here with his mother, Grace, and an official with the New York World’s Fair, took over the family business after his father’s death.

“[My father] was so driven, and the business was such a part of who he was that he would rather live a life that was real and of some value—and die young—than otherwise.” — V I N C E N T M A S T RO

The MastroArena Connection

mastro.indd 48

DICK WATERMAN

FROM SILENT FILMS TO PIZZA “GIVE ME YOUR KEY, AND I’LL DO EVERYTHING” Born in 1897 in Corato, Italy, Frank Mastro immigrated Mastro was convinced of two things: Pizza had the potento the United States with his family in 1907. At 16, he tial to take America by storm, but coal-fired ovens of the lied about his age to get into the Army and served in a period weren’t feasible for producing pizza in large quanfield artillery unit during World War I. “He loved the tities. They filled too much space, required constant attenArmy,” recalls Frank’s daughter, Madeline Mastro Fer- tion and took hours to heat up to baking temperature. rentino, now living in New Jersey. “At one point, he was stationed in San Antonio, and he would go out and round up wild horses and train them for the Army. He was a very good horseman.” He was also a born wheeler-dealer. After the war, he married his wife, Grace, and ran a silent movie house, John Arena, co-owner of Metro Pizza then opened a china shop, peddling dinnerware to in Las Vegas, says the Mastros helped restaurants—and here he discovered his niche. From his his family get started in the pizza storefront in the Bowery area of Manhattan, he was soon business: “My family had been bread bakers and owned an peddling everything from pans and paper goods to used espresso bar,” Arena recalls. “Vinnie Mastro helped them open ovens. “He would buy equipment from restaurants that their own pizzeria, providing design, equipment, food supplies, had closed and would resell it in his store,” Ferrentino says. training and operational guidance. Vinnie even helped to arrange “One day, he bought a used coal-fired bakery oven and got financing. The concept was a rudimentary form of franchising, the idea to put a gas line in it and started experimenting primarily set up to help families who wanted to get started as with making pizza, and it worked.” pizza operators. Although my family had been in the foodservice In the late 1920s, hardly anyone outside of the country’s industry, we would not have been in the pizza business without Italian-American communities had even heard of pizza. the Mastros and their Pizza Plaza concept. It’s about time someone But thanks to Frank Mastro, that was about to change. told their story and gave them credit for their contributions, vision and structure.” PMQ Pizza Magazine The Pizza Industry’s Business Monthly

7/7/16 4:05 PM

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Frank Mastro and an engineer with the G.S. Blodgett Corporation experiment with one of their specially designed pizza ovens.

“My father used to say that pizza would become as popular as the hot dog. Now I say to my father in my mind, ‘Do you see, Dad? You were right. What you told me would happen really happened.’” — M A D E L I N E M A S T RO F E R R E N T I N O

Mastro’s Homemade Pizza Pie In a 1958 article in Newsday, Frank Mastro, founder of Frank Mastro, Inc. and inventor of the gas-fired pizza oven, said new pizzerias were opening at a rate of 100 per week across the United States. For home chefs interested in trying pizza for the first time, Mastro’s head chef, John Scotti, shared the following recipe for a basic cheese pie: PIZZA DOUGH: Dissolve ¼ oz. yeast in 8 oz. water. Add 1 oz. salt. Combine with 11 oz. flour. Knead into dough ball and let stand, covered, for 1½ hours until dough rises. Knead dough for a while, then let rise again for 1 hour. Roll dough into flat crust and place in oiled 15” pizza pan. PIZZA RECIPE: Top crust with 16 oz. grated mozzarella cheese and 1 c. plus 1 oz. of pizza sauce. Sprinkle with pinch of oregano, some grated Romano cheese and a small amount of olive oil. Bake at 450° for 5 minutes until crust is brown. Yields 8 slices. 50

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A gas-fired deck oven, Mastro reasoned, would change everything, making it possible to bake multiple pizzas at once and even churn out one pie every minute. The young salesman designed two ovens: one gas-fired oven for restaurants and a smaller electric one for taverns. All he needed was a manufacturer, so he took his designs to G.S. Blodgett Company. “He had to work to convince them to make it,” Ferrentino says, “but as soon as he started buying the ovens from them and they saw he was getting them sold, they were open to making more.” Some Italian restaurateurs didn’t bite, however, until Mastro hit upon another brainstorm: a model pizzeria, right there in the Bowery, to show his high-tech ovens in action. Every buyer of a Mastro oven received detailed instructions for achieving the perfect bake, an education on planning and designing a successful pizzeria, and free setup and installation of the equipment. As the Depression set in, Mastro even offered financing to help customers get their businesses off the ground. “He would say, ‘Give me your key, and I’ll do everything,’ and that’s what he did,” his daughter remembers. “If he trusted the people, they didn’t have to put anything down [when financing the equipment]. He went through all of the red tape for them, too, including getting beer and wine licenses.”

PMQ Pizza Magazine The Pizza Industry’s Business Monthly

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Although it’s hard to prove, Madeline Ferrentino believes her dad, Frank Mastro, introduced the folding pizza box to the industry. He certainly ordered a lot of them for his customers, as these old documents attest.

Mastro made a good living, but that wasn’t his only goal. “My father did all this purposefully to help Italians who were suffering during the Depression,” Ferrentino says. “They were suffering so much because they had such big families. I remember my father speaking to the men on the Bowery who were in the business, and their primary focus was to get the country working and to get us out of the Depression. Pizza was one of the cheapest foods you could make, so that’s why he chose it.”

says. “So he asked his manufacturers to make these cardboard pizza boxes. He had a hard time getting someone to make them. But he was always listening to his customers—they’d ask if this or that was available, and if it wasn’t, he’d try to get it made.” Meanwhile, Mastro groomed his three kids, including Ferrentino, son Vinnie and daughter Mary, to run the business. Ferrentino attended Trinity College during WWII and planned to become an attorney “because the company needed one so badly,” she says. “But my counselor told me, ‘Madeline, you’re a woman, and it’s going to be harder for you to practice. You’ll have to be overqualified.’” She married and moved away instead. Fortunately, her brother, Vinnie, soon proved he had his father’s head for business.

PIONEERING THE PIZZA BOX Mastro reportedly sold more than 3,000 pizza ovens between 1938 and 1953. Dubbed the “Pizza King” by the media, he became an industry celebrity, profiled in publications like Restaurant Equipment Dealer, Cooking for Profit and the Miami Herald and featured on Mr. Executive on New York’s WABD-TV in 1955. To spark THE PRINCE TAKES OVER more sales, Mastro opened his own pizzerias in certain At the height of his success, Frank Mastro fell ill with neighborhoods to prove the concept, then sold them off, lip cancer. Through the power of his gas ovens and other “breaking even on the property, but way ahead in terms innovations, he had spread pizza to all five New York borof reputation and goodwill—and new business,” as he oughs and other major cities along the eastern seaboard. explained to Restaurant Equipment Dealer. “He was definitely a genius, but he was such a regular, He continued to fine-tune his pizza ovens, but that wonderful person,” Ferrentino says, fondly. wasn’t his only innovation. Ferrentino believes her dad When Mastro died in 1957, obituaries for the 60-yearinvented the pizza box, too. “He sold so much white craft old “Pizza King” ran in newspapers around the country. paper and string—that’s what they used for takeout,” she Fortunately for the company he’d built and dearly loved, 52

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PMQ Pizza Magazine The Pizza Industry’s Business Monthly

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The popularity of the Mastro pizza ovens spread as the family exhibited them at hospitality industry events, such as the New York City Hotel Show.

a prince waited in the wings: Vinnie Mastro, a vision- earlier contracted rheumatic fever, a complication from ary in his own right. For starters, Vinnie’s son, Vincent, strep throat that often led to heart disease if left untreated. a Boston-area software professional, believes his dad invented restaurant franchising, although he admits it’s “HE’D RATHER DIE YOUNG” a hard claim to prove. Vinnie certainly pioneered it and Vinnie had his first heart attack at 29 but refused to took his Pizza Plaza franchise concept nationwide at the slow down. “There was a lot of pressure on him to stop 1964-65 World’s Fair in New York. The fair’s sprawling Mastro Pizza Pavilion sold slices for 25 cents and pies for $2.50, all made with the Mastro Pizzart family recipe and another stroke of genius: a formula for Increase Your Quality with Old World Technology frozen dough created by Vinnie and his brother-in-law. INTRO DUCIN G NAPOL I “Prior to my father, frozen dough was a failure in the INTRODUCING REVOLVING STONE BRICK PIZZA OVENS STONEDirect BRICK OVENS Italy! food industry,” Vincent says. “However, my uncle, Lino From PIZZA ut o k c e BAKE Direct From Italy! HEARTH h CGREAT Linteris—my mother’s brother—was a food engineering ll fuSTONE ourJUST IN ITALY! e of LIKE n li t genius. He was the brains behind Promise margarine, Mrs. en equipinmStatic or Rotating options, Available ovens comes fully assembled & ready Butterworth and other foods. He created some white these to go! These ovens have an Italian tile finish are available with a choice of colors. and powder concoction that was put in the flour mix. This A true work of Italian art! powder was the secret to good frozen dough.” Rounder Special 8 pie G Offer! Vinnie Mastro’s main goal at the World’s Fair was to DOME as/Wo od Fired STYLE attract buyers for his franchise concept, Pizza Plaza. “He $13,90 0 had a platform to introduce the general U.S. populaWOOD & GAS FIRED FOR THE Pie PressII BEST TASTING PIZZA! tion to pizza and also to sell franchises,” Vincent says. Although the timeline is unclear, Vinnie sold about 16 REVOLVING WOOD & GAS FIRED FOR Pizza Plaza franchises in New York and New Jersey, FerTHE BEST TASTING PIZZA! NO TURNING OF THE PIES rentino estimates, and Frank Mastro Inc. provided them These ovens are perfect Spiral MixerI for Pizzerias that want a modern look traditional hearth bake & flavor without sacrificing quality. all with equipment, ovens and frozen dough. Vinnie also withThese ovens are perfect for pizzerias that want a modern look For More Information Please Call: hearth bake & flavor without oncepts.com sacrificing quality. secured distribution rights for Schlitz beer east of the Mis- with traditional Phone: (888) 443-8782 • Fax: (516) 681-0845 • www.pizzartc Many other sizes and wall mount ovens available. sissippi River and for Pepsi-Cola nationwide, according to DEALERS WANTED! Vincent. Even without its brilliant founder, the company 1-888-443-8782 • www.pizzartconcepts.com or email: info@unisourcefoodequipment.com was thriving. There was just one problem: Vinnie had TM

By Unisource

August 2016 pmq.com

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This artist’s rendering depicts the Mastro Pizza Pavilion, which helped introduce pizza to the nation at the 1964-65 World’s Fair in New York.

working and take care of himself so he wouldn’t die,” his son recalls. “It became a point of contention between my mother and father. But he was so driven, and the business was such a part of who he was that he would rather live a life that was real

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and of some value—and die young— attack was a fatal one. In the midst of the Great Northeast Blackout of than otherwise.” Even after his wife left him, Vinnie 1965, as New York state plunged into kept working, but his second heart darkness and more than a million people found themselves trapped in subways, trains and elevators, Vinnie Mastro’s already weakened heart gave out, and he died in his Queens apartment at just 33 years old. But the Mastro family saga was not over yet. Later that same night, thieves broke into Vinnie’s apartment and then hit the company’s Bowery complex. In an apparent case of corporate sabotage, the burglars ransacked all of the buildings and made off with countless important documents, including contracts and paperwork related to recent deals, plus a large sum of cash for the purchase of additional restaurant equipment. They also stole Vinnie’s attaché case, which contained numerous important papers. “Of course, the legal papers were always done in triplicate, but whoever came into our buildings had trashed all of the files in our office—looking for [the copies], I believe,” Ferrentino says. “It was an inside job, we’re sure.” The burglars’ identities and the exact reason behind the break-ins remain a mystery. But one thing was certain: Just a few months after the World’s Fair exhibition had showcased the Mastro pizza empire to the world, that empire was now doomed. Having lost her husband Proudly made in the and her only son in just eight years, Grace Mastro, the family matriarch,

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and daughter Mary fell into a deep, black depression. “I been time-consuming, expensive and stressful. Ferrentino’s had attempted to get help in going through [the trashed own husband, Ed, who managed a factory with 1,000company documents] to look for duplicates, but I was plus employees, could have stepped in to run the business, unable to, because of my mother’s and sister’s emotional Ferrentino admits. “But given ongoing events and the legal state,” Ferrentino says. “My mother said, ‘I lost my hus- issues that would be involved in sorting out and untanband, and I lost my son; I don’t care if I lose my business.’” gling my mother’s and my sister-in-law’s interests in the Vinnie Mastro had not left a will, and his plans for the company, I felt it was too risky for him to do it,” she says. company’s growth had vanished with the stolen docu- “I walked away, and I’ve always felt guilty for abandoning ments. With various family members sharing ownership my father’s work.” in the company’s multiple holdings, piecing together the The Mastro family story has all the makings of a fascipaperwork again and navigating the legalities would have nating feature documentary—a business genius and his equally brilliant son help create a billion-dollar industry, From early prototypes, Frank Mastro continued to fine-tune his pizza oven only to be cut down in their prime by illness while mysdesigns until his untimely death from lip cancer in 1957. terious thieves plunder the company’s secrets, never to be caught. “Their story is worthy of a documentary,” Ferrentino says. “Their vision, inventiveness and dedication were extraordinary. And their early deaths made a huge difference in the lives of our family. My aunt said at the time, ‘The whole world blacked out for my brother,’ and it certainly did for us.” But, whether the Mastro family name is remembered or not, its legacy lives on in every mom-and-pop pizzeria in the country. Frank Mastro would be proud, his daughter believes, although not surprised. “My father used to say that pizza would become as popular as the hot dog,” Ferrentino says. “Of course, I believed anything my father said, but nobody else believed him. Now I say to my father in my mind, ‘Do you see, Dad? You were right. What you told me would happen really happened.’” Rick Hynum is PMQ’s editor in chief. August 2016 pmq.com

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The

BEGINNER’S to ONLINE GUIDEORDERING THE ONLINE ORDERING RESEARCH MATRIX Which online ordering companies really know the pizza industry? Our readers have spoken. By Anna Zemek In March, we brought you the first POS/Online Ordering Matrix. We had 409 PMQ readers who participated in this survey, identifying the most popular online ordering solutions actively being used by the pizza industry. Please use this Online Ordering/POS Research Matrix to find the right solution for your POS system or one that can work as a standalone service. If you don’t currently offer online ordering, your competitors probably do. More than half of all pizza operators surveyed now offer the service. Adding online ordering to your operation will not only increase your sales and revenue, it will also give you insight into your customers’ habits and buying patterns. This allows you to create loyalty and marketing programs that are tailored specifically for your customers.

ONLINE ORDERING COMPANY

411eat.com

Big Holler

Brandibble

Brygid

ChowNow

City Cheers

Click4AMeal

ClickaWaiter/RedFox

Clover

CoolOrder.com

Digital Dining

Eat24 (Yelp)

EatStreet

eHungry

EZ-Chow

FoodTec Solutions

Geomerx

Granbury Online Ordering Platform

Groupon To Go

GrubHub/Seamless/MenuPages/allmenus

HarborTouch

InTouchPOS Online Ordering

Iris

LAVU

LetsGet.net

MenuDrive

Mobi2Go

Monkey Media

MyCheck

My Pizza

Nextep Systems Online Ordering

Novadine

OLO.com Online Ordering

Online Orders Now

Open Dining

Order Counter Online Ordering

OrderCraze

OrderSnapp All-In-One Ordering

PDQ Online Ordering

POS NET Online Ordering

PrISM WebOrder by Microworks

Qiri Integrated Online Ordering

QuikOrder

SplickIt/ONOSYS

Square

The Green Hills Group

Zuppler

Anna Zemek is PMQ’s Marketing Director.

Join the PMQ SOFO Online Ordering Conference in September, 2016. See page 61 for details.

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Developers are constantly updating compatibility. These lists change frequently. Check with your POS for recent updates.

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WEBSITE

INTEGRATED/ COMPATIBLE WITH THESE POS SYSTEMS

ALSO A POS?

STAND ALONE

www.411eat.com

Diamond Touch (Granbury), Firefly (Granbury), RapidFire (Granbury), R-Stream (Granbury), Vital Link, and most major POS systems

YES

www.bigholler.com

A Custom POS, Point of Success, SelbySoft (BigHollerPOSConnect works with most POS to process orders)

YES

www.brandibble.co

Revel, Level Up, Mediaworks

YES

www.brygid.com

Firefly (Granbury), POSitouch, SpeedLine, DeliverPlus and more

YES

www.chownow.com

Does not currently integrate with POS

YES

www.citycheers.com

Dinerware

YES

www.click4ameal.com

MicroSale and FOCUS

YES

www.redfoxpos.com

RedFox, POS Portal, Clover, WIX, CASIO, STAR

YES

www.4leaflabs.com

Clover POS

YES

www.coolorder.com

Can work alone or with most POS systems

YES

www.digitaldining.com

Heartland Digital Dining

YES

www.eat24.com

SpeedLine

YES

www.geteatstreet.com

N/A

YES

www.ehungry.com

REVENTION

YES

www.ez-chow.com

Micros, Aloha, NCR, Agilysis, Dinerware, POSitouch POS

www.foodtecsolutions.com

FoodTec Solutions

YES

www.geomerx.com

MicroSale

YES

www.granburyrs.com

Granbury, RapidFire (Granbury), Diamond Touch (Granbury), Firefly (Granbury), R-Stream (Granbury), Vital Link

YES

www.groupon.com

Breadcrumb, Gnome and others

YES

www.grubhub.com

SpeedLine

YES

www.harbortouch.com

Harbortouch All in One Solution

YES

www.assal.com

Intouch POS BY ASSAL

YES

www.breakawayiris.com

Breakaway Restaurant Solutions, Vision POS

www.poslavu.com

LAVU

YES

www.granburyrs.com/products/lets-get-online-ordering

Diamond Touch by Granbury, Vital Link

www.menudrive.com

EZ Dine, SpeedLine, Digital Dining, Future, Clover and more

YES

www.mobi2go.com

Revel, Aloha, Firefly, IdealPOS, Kounta, Maitre'D, Menumate, Ordermate, WizBang, Swift POS, Vend and more

YES

www.monkeymediasoftware.com

OLO, NCR Aloha, Micros, PAR BrinkPOS, Toast, Revel, NetPOS, PixelPoint, DeliverPlus

www.mycheck.io

Heartland, Micros, NCR Aloha, Dinerware, Squirrel Systems, Focus, Acorn, Cheff Solutions, POSitouch, Presto, Digital Dining, NetLunch, Intelligent Business Systems, ECR Concepts

www.mypizza.com

N/A

www.nextepsystems.com

Nextep Systems POS, SpeedLine

YES

www.novadine.com

Maitre'd by POSERA, SpeedLine, POSitouch, Micros, NCR Aloha

YES

www.olo.com

Aloha, Brink, Focus, Micros, NCR Silver, NetPos, Par, POSitouch, Revel, RPOS, Simph2

YES

www.onlineordersnow.com

Maitre'd by POSERA, Microsale, Aldelo, Vital Link

YES

www.opendining.net

Revel (Provide integrations to third-party platforms, including POS Systems)

YES

www.ordercounter.com

Order Counter

YES

www.ArrowPOS.com

Arrow POS

YES

www.ordersnapp.com

OrderSnapp

YES

www.pdqpos.com

PDQ Signature Systems

YES

www.posnet.us

POSnet

YES

www.microworks.com

PrISM POS by Microworks

YES

www.qiriapp.com

Qiri App

YES

www.quikorder.com

SpeedLine and other select POS Systems

YES

www.splickit.com

OLO.com, Xpient, POSitouch, SpeedLine, Maitre'D by POSERA, Firefly, Assal InTouch

www.square.com

Square POS

YES

www.thegreenhillsgroup.com

Can integrate with most POS systems

YES

www.zupplerworks.com

Revel, POSitouch, Par, Level Up, Clover, Aloha and more

YES

(RED IS PREFERRED ONLINE ORDERING SOLUTION BY THESE POS)

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

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Hitting Your

TARGET Geotargeting allows you to attract a slew of new customers by advertising to key demographics for pennies on the dollar. By Tracy Morin

ust when you think you have your timetested marketing strategies down pat, from box toppers to e-newsletters, some newfangled option springs up to reach customers in today’s tech-savvy age. More pizzeria owners are now positioning their businesses in front of the customers they crave through geotargeting and geofencing, reaching them in their geographical area through online ads on high-traffic sites such as Google, Facebook and Twitter. “You can put digital ads in front of the demographic you’re trying to reach, targeting only those people you want,” explains Nick Fosberg, owner of Bar Restaurant Success in Rockford, Illinois. “And it’s far cheaper than mass-media ads. With geotargeting, you can

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get 5,000 to 6,000 impressions for $6 to $7.” Sounds like a sweet deal, right? But it will take some effort, so we asked in-the-know experts for their top tips on how to make geotargeting pay optimal dividends. NARROWING DOWN Geotargeting starts with demographics: Who is your current customer, or whom do you want to target? “Most pizzeria owners may not have a statistical view of their typical guest, but they have an intuitive estimation— such as age, income and area,” says David Kincheloe, president of National Restaurant Consultants in Golden, Colorado. “With geotargeting, you can slice and dice data any way you want.” August 2016 pmq.com

7/7/16 4:09 PM

Getting On Google

Outside social media platforms, Google AdWords offers another geotargeting option. Google AdWords can be used in two ways, notes Nick Fosberg, owner of Bar Restaurant Success in Rockford, Illinois. You can target a select group (for example, during football season, you might target males for a pizza-and-wings package), or target based on keywords like “pizza delivery.” “If you have a great offer and grab someone’s attention, Google AdWords can be very profitable,” Fosberg says. “But an ad with a logo and image isn’t going to do much. Even if they click on the ad, you have no clue where your customers are coming from or if they’re spending money with you.” Like with social media, make your offers trackable info-grabbers. David Kincheloe, president of National Restaurant Consultants in Golden, Colorado, notes that Google AdWords is ideal for operators who aren’t savvy about search engine optimization. But the cost depends on how many keywords you include and the ad’s placement. “If a person is searching something like ‘pizza near me,’ your ad pops up in the top two or three results or on the side of the page, depending on how much you pay,” Kincheloe explains. “You want to buy the words for anything you think your guest is going to type into a Google search.” However, Google AdWords proves a bit more complicated than the Facebook process, so you may need to get help from an expert. “You might find a local service to test out some Google ads with keywords or geotargeting,” Fosberg suggests. “Paying someone $20 an hour is well worth it—with a few hours for setup, that $100 will go a long way, rather than wrapping your head around all this technology stuff!”

Christa Vohs, digital marketing solutions director at Moving Targets in Perkasie, Pennsylvania, says Facebook has given pizzerias many ways to reach their ideal demographic through geographic targets. “In broad terms, you can target your ads by address, ZIP code, state or country, and from there you can use a custom radius with a distance of one to 50 miles outside of the address you’ve selected,” she explains. “On a more granular level, you can even exclude users in a certain area or ZIP code who are within the radius you’ve selected.” In addition to location, Vohs notes, you can target ads by demographics (i.e., age or income), interests or behaviors. You can get very specific, particularly on Facebook, where your ads get posted directly into users’ news feeds, and you can easily set parameters: what times of day to run the ad, for example, or the daily budget you prefer, Kincheloe says. Fosberg adds that Facebook also allows for targeting people based on their personal “likes” or even their purchase behavior—for example, anyone who buys meals at other restaurants. “Facebook has teamed with the largest data compilers,” he says. “Anything you buy on your credit or debit card, Facebook marketers have access to. So you get a much higher ROI on your marketing dollars, because you’re not marketing to the masses, but to very specific people who are currently buying what you’re selling.” A similar location-based approach, called geofencing, even allows you to create a virtual boundary around your pizzeria—for example, a one-mile radius or one city block—and target any customers who are in that geofenced area while, for example, shopping at a nearby mall or visiting a museum. “This type of advertising is more useful for attracting customers who may not always

“You can target your [location-based] ads by address, ZIP code, state or country, and from there you can use a custom radius with a distance of one to 50 miles outside of the address you’ve selected.” — C H R I S TA V O H S , M O V I N G TA RG E T S 60

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Facebook ads allow marketers to target potential customers based on their personal likes or purchasing behavior, including anyone who buys meals at other restaurants.

“With geotargeting, you can get 5,000 to 6,000 impressions for $6 to $7.” — N I C K F O S B E RG , B A R R E S TA U R A N T S U C C E S S

be in the area of the business in question,” Vohs says. Together, geotargeting and geofencing form a one-two knock-out punch for restaurant marketers, and, best of all, they’re typically inexpensive. “As most marketers know, there is no hard-and-fast rule for how much any advertising campaign will cost, but as a general rule of thumb, I recommend at least $50 for each campaign,” Vohs says. “Facebook’s local ads, which utilize geofencing, generally have a lower cost than ads with just geotargeting restrictions. We see an average cost of less than a penny for one single impression with local ads.” Of course, the ultimate goal is for people to see your ad, then click on it so they reach your website or special offer—meaning that you must be hitting the right target. “Depending on the goal you have for each ad, you’ll need to tweak your desired interests or purchase behaviors,” Vohs says. “As a rule of thumb, I don’t recommend targeting more than five miles outside of a business, unless it’s in a rural location.” CASHING IN After you’ve determined your target market, choose the offer that’s best designed to woo them. Moms might love a bundle deal that feeds the family, while college students may choose budget-minded options. At Fosberg’s restaurant/bars, he will offer an initial irresistible deal, such as a break-even offer or a loss leader. “A free medium pizza costs the owner $3 or $4, but when a person gives you his info to get it, he’s telling you he eats pizza,” Fosberg says. “Now you know these people want to do business with you.” 62

Hence, he adds, the most profitable way to handle these ads is to obtain key information from those who click. “Capture that person’s information—make an offer, then bring them to a one-page site for them to enter their name and email to get that specific offer,” Fosberg recommends. “Then create a list of those people; they’ll be the most profitable people to market to through email or Facebook ads.” Fosberg also ties geotargeted ad responders into his loyalty program—anytime someone opts in to the offer, that person automatically gets placed on the loyalty list to receive offers throughout the year. You’ll also need to provide a great buying experience with a follow-up email (preferably with a personal message from the owner), then follow up again with a profitable offer (such as a package deal) in a week or two. “You send an email for free, and you could get a 10% or 15% response,” Fosberg says. “It’s the most profitable way to market your business.” TRACKING RESPONSE Just as with any campaign, you’ll need to track your geotargeting results. “If you’ve decided to invest in social media advertising, you must set clear goals,” Vohs stresses. “If your goal is to increase in-store sales, then your initial reaction may be to run an offer ad. So you’ll want to measure not only the claims within the native platform, but how many people actually came into your business and

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“If a person is searching something like ‘pizza near me,’ your [Google Adwords] ad pops up in the top two or three results or on the side of the page, depending on how much you pay. You want to buy the words for anything you think your guest is going to type into a Google search.” — DAV I D K I N C H E L O E , N AT I O N A L R E S TA U R A N T C O N S U LTA N T S

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redeemed the offer.” Vohs recommends setting aside time every month to check out the ad insights on Facebook or Twitter; if you didn’t reach your goals, adjust your targeting next month. Kincheloe agrees that measuring results is a must. “Have the guest bring something to get the deal, just as with any print ad,” he recommends. “And make sure you have good analytics on the back end to see who’s looking at it.” Fosberg adds that you can lead customers to a printable page with the flier or coupon, or you can allow customers to show the ad on their phones for tracking purposes. Finally, don’t rest on your laurels; experiment with different variations. “A lot of business owners don’t test different ads, which is really easy to do with digital marketing,” Fosberg notes. “Try a couple different headlines to find which works better, or try a different image or different offers.” If you hit on a winner, run it more frequently—and drop the poor performers. Do people respond better to a half-price pizza or 20% off the entire bill? What offer persuades people to click, and what actually gets them in the door? “Test something new for a day; you can test for a matter of 20 bucks, and you can stop it in a snap,” Fosberg says. “See what’s working and what’s not.” Then, he adds, take what works well online and use it offline—so if a 20%-off offer is working two times better than a half-off pizza, you’ll know the best offer to release in another format, like in a newspaper ad or direct mail. In other words, geotargeting can help you work smarter, not harder, even outside the tech bubble! Tracy Morin is PMQ’s senior copy editor.

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Affordable and on-trend, location-based marketing technology can help you create unique and tailored dining experiences for your customers. By Andrew Levi

ust as it takes several ingredients to make a pizza, pizzeria operators need a combination of several well-planned strategies to distinguish their stores from competitors. Tailored marketing efforts can provide that distinction, from coupon offerings and community fundraisers to social media marketing and unique collateral. While all of these tactics can be effective, there’s another ingredient that could help take your marketing efforts to an entirely new level: beacon technology. Beacons are small, portable devices that can be placed anywhere in a restaurant or nearby location. The technology relies on a smartphone’s Bluetooth connection to transmit information directly to a mobile app listening for the beacon’s signal. If that sounds a little too futuristic—and expensive—for your tastes, don’t worry: These devices can be quite cost-effective, with the average beacon running around $25, and can be purchased through mobile solutions companies that often provide the needed software to program and manage the messages being delivered. (The technology can also be integrated into a POS system with a USB port.) For this location-based marketing innovation, the customer must first download an app—either your pizzeria’s own branded app or a universal one—that will listen for the beacon’s signal. Once the beacon is initially connected and the customer opts in to receive information, the beacon will automatically begin delivering messages to the customer’s smartphone. Messages are delivered each time a connected smartphone passes by a beacon, regardless of 66

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SARAH BETH WILEY

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The possibilities are endless with beacon technology. Imagine a “free gourmet coffee with $5 order” message, beamed directly to your customers’ smartphones as they drive or walk by your store.

whether the app is open or not. In other words, if the customer happens to be in range of your beacon’s signal, he will automatically receive a targeted message from your pizzeria via his smartphone. Beacons essentially create a “tap on your customer’s shoulder,” sending marketing information, such as store coupons, daily specials or other promotional messages, to the device each time the customer visits that location. IMPLEMENTING BEACON TECHNOLOGY Already in use by retailers, beacon technology has the potential to revolutionize pizza marketing. Beacons empower pizzeria owners to better engage tech-savvy customers and encourage repeat visits. There is no reason to worry about invasion of privacy—the customers have to opt in to receive your messages and can opt out at any time. Here are five ways that beacon technology can help boost your sales and drive repeat business: Delivering a Strong Marketing Message Using beacons, you can ping customers with marketing messages when they enter the store or pass nearby. For example, offering a discounted price for an appetizer can entice customers in the area to stop in for lunch or dinner at your pizzeria. Once they step inside, you can instantly send a thank-you message with a special “buy one, get one half off” deal for their next visit to encourage their continued patronage and build positive rapport. Providing Real-Time Service Updates In today’s fast-paced world, consumers prefer restaurants that provide quick and efficient service, no matter the time of day or how busy the restaurant is. What if beacons could 68

let your customers know what the current wait times are for takeout orders or table availability even before they entered? By installing beacons a few blocks away or in the parking lot, pizzerias can provide this real-time information to customers, helping them to make better purchasing and experiential choices. While this might occasionally turn away potential guests on busy nights, it could also lure them in on slower nights, and your pizzeria’s transparency will leave a positive, lasting impact on the customer for future visits.

Beacons create a “tap on your customer’s shoulder,” sending coupons, daily specials or other tailored promotional messages to customers’ mobile devices when they’re in the area. Getting Customer Feedback Remaining transparent and focusing on improving customer experience should be top priorities for any pizzeria owner. Beacons can assist in gaining feedback on diners’ experiences by asking guests as they exit to fill out a short satisfaction survey. Customers can then state their comments and opinions in real time directly to the establishment without any direct confrontation. By asking for this feedback, restaurants show how much they care, and patrons will appreciate that.

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Improving Ordering and Payment Service Tableside beacon technology has the ability to provide ordering and payment options right at the table. The customer simply has to move his mobile device by the table beacon to pull up a menu via an app notification. Customers can browse the menu and begin ordering drinks or appetizers without delay. At the end of their meal, they can even pay the bill right from their phones. Beacons can complement in-person service by allowing guests to begin the ordering process at their own convenience and to pay and leave without having to wait. Tailoring the in-store experience in this way accommodates the desire of today’s customers for self-service options. Behavioral Analytics The more information a restaurant has about its patrons, the better it can adjust menus and promotions to meet their needs and wants. When a customer opts in, the technology will begin collecting data every time he receives a message, fills out a feedback survey or uses the tableside beacons. By learning how each customer prefers to engage

with the restaurant via the technology, pizzeria owners will gain insight into visitors’ unique behavior, wants, needs and preferences. Owners can target guests more strategically and ultimately provide a better customer experience, increasing overall diner frequency. Finally, it’s important to note that not all beacons have to deliver the same message. You can have two separately programmed beacons by the door, one to greet customers and the other to thank them as they leave. This approach engages customers as they enter and leave the establishment. Of course, no one wants to be overloaded with information, but used in moderation and appropriately, beacons can help create unique and tailored dining experiences. Consider implementing this ingredient in your marketing pie this year, and you’ll be sure to see some tasty results! Andrew Levi is the founder, chairman of the board, CEO and chief technology officer of Blue Calypso, an innovator in the development and delivery of location-enabled mobile engagement solutions. Using its patented cloud-based platform, Blue Calypso solutions elevate the consumer shopping experience through an engaging in-store mobile immersion, while capturing real-time shopper behavioral analytics for retailers and brands.

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ON THE ROAD WITH PMQ

Where We've Been

In Chicago for the Natio nal Restaurant Associatio n Show, PMQ editor at Liz Barrett and senior co large py editor Tracy Morin joi ned Chicago Pizza Tour Jonathan Porter for some s owner Windy City slices.

Punch-out pizza-box coupons and signs stating the rules are part of the charm at Italian Fiesta.

ITALIAN FIESTA PIZZA With five locations, this no-frills strip-mall pizza shop is best known as the childhood pizzeria of Michelle Obama (is it mere coincidence that the First Lady and President Obama own a homejust a couple of blocks away?). Serving up thin-crust pies topped with everything from Italian beef to shrimp in sizes ranging from 9” to 16”, the pizzeria, due to its popularity, can have a wait in excess of 45 minutes for a simple pickup order. Barrett and Morin took notice of the restaurant’s clever signage and ingenious pizza box punch-out coupon, which offers $10 off your pizza once you collect 15 coupons.

VITO & NICK’S This neighborhood hangout maintains an irresistible old-school vibe, complete with carpeted walls, turquoise strung lights and matching chairs lined up at the bar, and efficient, no-nonsense service. The glamor is all in the artfully crafted pies, featuring a cracker-thin crust charred at the edges that has been beloved for generations. The PMQ group ordered an egg pizza (like the all-youcan-eat smelts special, offered only on Fridays) and a specialty pie with housemade giardiniera—polished off with a pitcher of Old Style on draft to complete the vintage experience. Vito & Nick’s egg-topped pizza, offered only on Fridays, is a customer favorite.

A prime location near the Chicago River and “heart-healthy” stuffed pizza make for a winning combo at Bella Bacino’s.

BELLA BACINO’S With kudos from Zagat, Wine Spectator, the Boston Globe and Chicago chef Charlie Trotter, the Chicago outpost of the four-location Bella Bacino’s was a must-stop for a slice of stuffed pizza to round out the evening (and everyone’s bellies). The Spinach Supreme, with spinach, mushrooms and a special blend of herbs and spices, is a top seller on a menu touting both stuffed and thin-crust pies, pasta, panini and more. Bella Bacino’s has appeared on Oprah, ships pizzas worldwide and has won numerous “best of ” polls. No surprise, then, that the stuffed-pizza slices were virtually inhaled by the group on its outdoor tables overlooking the Chicago River and the twinkling Chicago skyline.

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Where We're Going

Boston’s Pizzeria Regina has a brick oven said to have been built in 1888. The Boston favorite has been making pies since 1929.

BOSTON PIZZA TOURS BOSTON PMQ editor at large Liz Barrett is heading to Boston, where she’ll meet up with Martin Elliott at Boston Pizza Tours to embark on a combined history and pizza tour of the city. Elliott has been running the tours, which visit three pizzerias along with popular historic sites, since 2010. Boston may be better known for its rich Revolutionary War history—Elliott’s tour groups often see Bunker Hill, Paul Revere’s house and the Old North Church made famous in the poem “Paul Revere’s Ride”—but it’s also home to some of the country’s oldest pizzerias. The brick oven at Pizzeria Regina is said to have been built in 1888 and has been firing pies exclusively since 1926. And tourists can even grab drinks in taverns once frequented by George Washington and John Adams.

CRUST AND THEA’S MIAMI PMQ senior copy editor Tracy Morin will design a self-guided tour of some Miami pizzerias. Crust, which opened just a year ago, warranted a visit in 2015 as a budding concept with a large menu highlighted by creative pies. But in 2016, the pizzeria (helmed by a classically trained fine-dining chef, Klime Kovaceski, and his wife, Anita) has become a force to be reckoned with on the city’s scene, nabbing the No. 1 ranking out of 3,200-plus restaurants in Miami on TripAdvisor. Another pizzeria on Morin’s itinerary, Thea’s, has also made waves, thanks to its refreshingly unpretentious menu, female head pizzaiola Thea Goldman (a former fashion model who landed a spot on the Cooking Channel’s Pizza Masters show), and popular supper club dining experiences. Miami may be known for its sunshine, beaches and beautiful people, but it is quickly becoming a pizza hotspot as well. PMQ senior copy editor Tracy Morin snagged these photos of Crust offerings during a previous visit in 2015.

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PIZZA WITHOUT BORDERS

Reporting international trends, events and cultural etiquette from around the world By Missy Assink

The winning pizza at this year’s Pizza-SM competition in Sweden was topped with cod, beets, kale, capers, dill, horseradish, and browned butter custard.

Stockholm, Sweden Cod and Custard Pizza Wins National Swedish Championship Twelve-year chef and first-time pizza competitor Niclas Lundevall placed first in the Swedish pizza competition known as Pizza-SM in April. The competition brought together eight finalists from regional competitions around Sweden to the Gastronord food show for the semifinals and finals, hosted by Fast Food Magazine. Lundevall says he chose “seasonal ingredients with Scandinavian flavors”—including cod, beets and butter custard—for his winning pie. Gastronord had plenty of such revived old-world foods on display, including pine tree oil and traditional cheeses that had been out of production for decades. Lundevall has worked as a chef in the chic restaurant Asplund in Stockhom since it opened two years ago. He says his manager signed him up for the competition. “It was my first time competing, but winning the gold meant the world,” Lundevall adds.

@DANNYBOY

Amsterdam, The Netherlands Communal Dining In Europe and around the States, communal eating spaces are becoming commonplace. Some restaurant operators are replacing smaller private tables with a few large ones to create a more sociable and inclusive dining experience. Spaghetteria Utrecht co-owner Onno Splinter says they chose a single huge table for the center of the restaurant “to create the feeling of being in someone’s living room.” Long tables can also provide a more economic way to fill up seating, but, of course, they may not be right for every restaurant.

With its single communal table in the middle of the dining area, Amsterdam restaurant Spaghetteria Utrecht mimics a family dinner experience.

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Using the Heyride app, restaurants partner with taxi companies to fill tables and cabs in Germany.

Berlin, Germany App Lets Restaurants Pay for Customers’ Cab Fares German-based startup HeyRide has launched an app that allows restaurants to pay for or subsidize customers’ cab fare to or from the restaurant in exchange for reserving a table. Co-founder Kay McColl says HeyRide hopes to make it easier, cheaper and safer for people to get out and have an adventure. All customers have to do is open the app, select a restaurant and enter the number of people in their party. The customer receives a code to be given to the taxi driver, so no money is exchanged. HeyRide advocates spending marketing dollars on better customer service, such as paid cab fares, saying it’s “cooler and cheaper than ads” and literally brings customers to your door.

Turkey Turkish Pizza Evolves Into Veggie Wrap Throughout Germany, the Netherlands and wherever Turkish expats may reside, you are likely to find Turkish pizza. Turkish pizza is a variant of a Turkish dish called lahmacun, a very thin disc of dough topped with a thin layer of meat and onion paste, served with lemon. Outside of Turkey, lahmacun has transformed into a wrap complete with lettuce, onion, tomato and sauces, mostly in mom-and-pop fast-food shops. Not all Turks have taken kindly to that innovation—some feel that turning their beloved food into a veggie wrap is borderline blasphemy. But others say it’s a healthy alternative to indulgent pizzas.

Light and flavorful, the Turkish lahmacun can be easily turned into a wrap.

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SMARTMARKET THE PIZZA ATM

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he Pizza ATM is not a prototype. It has a history and a proven track record. It’s the most dependable, most profitable and most innovative machine of its kind. It’s the fruit of many years of research and continued innovation. And it has been successfully operating for 14 years, providing long-lasting reliability. Many Pizza ATM machines are already successfully operating in Europe, mostly in pizza stores and independent businesses. “Now we are excited that the first Pizza ATM has arrived to Xavier University in Cincinnati,” says Alec Verlin, CEO of Paline LLC, home of the Pizza ATM, headquartered in Cincinnati. “Other Pizza ATMs will start popping up soon in colleges and various other locations.” In fact, Xavier University will hold a grand opening for a firsthand demonstration of the Pizza ATM during the week of August 22-26. “Any pizzeria operator eager to see how it works is welcome to join,” Verlin says.

Hot, Fresh and Convenient There has been a shift in consumer behavior, and the Pizza ATM is a game-changer that fits today’s 24/7 on-demand mindset—the get-it-when-you-want-it attitude. It leverages modern pizza distribution, convenience and quality. It works like a bank ATM—the customer swipes his card, and three minutes later, he gets a fresh, hot 12” pizza instead of bank notes. Yes, we said “hot and fresh.” What makes the Pizza ATM unique is that it serves up your pies as if they came straight out of your kitchen’s oven. The Pizza ATM has a temperature-controlled refrigeration unit as well as a high-performance, proprietary electric convection oven that cooks your pizzas to perfection. It allows you to offer an extended pizza menu that customers can’t find elsewhere. And its depend-

The Pizza ATM serves up hot, fresh-from-the-oven pizzas with the convenience of a vending machine.

able process always preserves your pizza’s taste and quality. In fact, the pizzas and ingredients never touch any part of the machine. “This is not a typical packaged-food vending machine,” Verlin said. “It’s more like what happens in a restaurant. The pizzas are handmade in kitchens, but the delivery to consumers is automated, and regular checks are made every day to guarantee fresh inventory.” With the Pizza ATM, you can grow your sales during business hours by placing the machine close to your existing pizzeria or increase your sales territory and brand impact by placing machines at high-traffic locations, such as airports, hospitals, colleges and gas stations, for round-theclock sales. Pizzeria operators can load the Pizza ATM with their bestselling pizzas or try out different recipes. They can offer discounts for pizzas picked up at Pizza ATMs or add an

“The Pizza ATM is meant to turn any pizza making operation into a 24/7 operation and generate greater profits.” —ALEC VERLIN, CEO, PALINE LLC 74

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extra dollar for the convenience of after-hours pick-up. “It’s totally up to you,” Verlin says. Above all, the Pizza ATM boosts your bottom line. Pizzerias operating a Pizza ATM dispensing 12” pizzas have shown revenue growth up to 30%!

$60,000 in One Year Rather than focusing on the cost—which is in the $50,000 range—Verlin prefers to discuss the unparalleled one-year average return on investment (ROI) provided by the Pizza ATM. A Pizza ATM can easily net more than $60,000 in one year. “To put it in perspective, at $10 per 12” pizza, the Pizza ATM can hold $700 in revenue per batch,” he adds. “On weekends or for special events, it can even sell up to two batches. Do the math.” Another important aspect is the very low operating cost of the Pizza ATM. The labor-service costs-to-revenue ratio is half that of other pizza vending machines, according to Verlin. For example, food projections in the oven are insignificant, thus cleaning requirements are minimal. Most importantly, the Pizza ATM is a profit-making monster. Verlin noted a recent article about a different type of machine that dispenses pizza by the slice. He says that machine could net $70,000 in five years, while a well-managed Pizza ATM selling whole 12” pizzas can net $300,000 in the same time frame. “It seems that selling slices will slice up your profits, too,” Verlin says. “The Pizza ATM is meant to turn any pizza making operation into a 24/7 operation and generate greater profits.”

Existing pizza businesses that purchase the Pizza ATM enjoy virtually unlimited capabilities. “Pizzeria owners can wrap the Pizza ATM in their own restaurant logo and branding,” Verlin notes. “It becomes an extension of the brand as well—it can be your biggest potential expansion in years.” Operators can even place custom advertisements on the screen. It offers full remote communication for custom settings and tracking as well as real-time email and text alerts, webcam monitoring, and remote error and shutdown detection. With the Pizza ATM, pizzeria operators can get more of their pizzas in more customers’ hands without hiring more employees or building new stores. This is not just another pizza vending machine. The Pizza ATM has no peer.

An Extension of Your Brand As minimum wage hikes and a tight labor market push up wages, self-service pizza kiosks are fueling the automation craze and offer labor-saving technology and a higher ROI.

The Pizza ATM boosts your bottom line. Pizzerias operating a Pizza ATM dispensing 12” pizzas have shown revenue growth up to 30%!

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IDEA ZONE GELARTO

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elARTo is a new brand in the United States, but their extraordinary Italian gelato has been wowing gelato fans for 30 years across the Atlantic. Made by Menodiciotto of Italy (which literally means “minus 18”), GelARTo’s products can be found in gelaterias, pizzerias and the best restaurants across Europe. Unlike traditional American ice cream, GelARTo’s gelato is made with milk or water rather than full fat cream. This means the gelato flavor isn’t masked by the strong taste of dairy fat. GelARTo goes a step further than other, more industrial gelato makers, ensuring that they have complete control over the whole supply chain. They use fresh milk from their own herd of dairy cows and clear Alpine water from Turin, where GelARTo’s gelato is still made under the uncompromising eye of Luca Grassi, Menodiciotto’s founder and MD. Add to that the fresh fruit and nuts so abundant across much of Italy and carefully sourced ingredients from the rest of the world, such as Ecuadorian chocolate and Madagascan Vanilla beans, and the result is truly memorable. (The fact that it’s lower in fat—and gluten-free—is simply a happy coincidence!) GelARTo is new in the States, but if its success in Europe is anything to go by, you will shortly be able to buy their

gelato from a distributor near you, wherever you are. That’s good news for all ice cream fans—and good news for pizza outlets too. Many pizza restaurants are making fantastic Italian pizzas but missing a huge opportunity with their dessert offerings. Nothing complements a great pizza like authentic Italian gelato—they were made to go together! Serving the best Italian gelato is a win-win for you and your customers; every meal ends with a “Wow!” while you earn the very healthy profits that great gelato for dessert will achieve. And what better way to keep your customers’ attention than with a mini Italian gelateria in your restaurant? That’s why GelARTo has come up with this fantastico introductory offer. If you are a big ice cream user already, you’ll love the huge volume savings you can earn. And if you want to introduce a little “theater” to your restaurant, GelARTo’s Gelato Starter pack may be just what you’re looking for. Either way, one thing’s for sure—once you have tasted GelARTo’s authentic Italian gelato and sorbet, ordinary ice cream will never taste the same again! Contact GelARTo at 844-GELARTO, gelarto.com or inquiries@gelarto.com.

‘MAGNIFICO’ GELATO STARTER KIT - INCLUDING GELATO DISPLAY FREEZER, GelARTo AUTHENTIC ITALIAN ICE CREAM & FREE POS This is the perfect way to introduce your lucky customers to the world’s finest gelato and includes; GTi EZ 6 tub display freezer (GTi list price $9200) A FREE GelARTo DVD; ‘Learn to display your gelato like an Italian’,

FANTASTICO’ INTRODUCTORY OFFER ON GELARTO AUTHENTIC ITALIAN ICE CREAM Choose any 100 five liter tubs of our delicious Italian gelato (you choose the flavors*) and receive a generous 20% discount - plus 50 x GelARTo generic table menus absolutely FREE

PLUS fifty GelARTo table menus and a Zerroll gelato scoop to ensure consistent scooping sizes. Finally, we will FILL your cabinet PLUS your back of house freezer with 18 five liter tubs of your choice* of delicious GelARTo gelato - worth an incredible $2520 at resale value**

Regular Price: $3045

PMQ Ofer Price $2395 Worth a staggering $14,000 at resale price**

D package ofer $5500 DELIVERE Total

Phone: 1 844 GELARTO *Offer excludes pistachio

www.gelarto.com

inquiries@gelarto.com

**Values worked on an assumption of 40 scoops per tub at $3.50 per scoop.

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PRODUCT SPOTLIGHT

The Art of the Oven Operators can give their pizzerias a new look and improve their pizza’s quality with authentic hearth Pizzart pizza ovens. They’re available in wood-burning, gas or combination models. Shipped directly from Italy, these beautiful, old-world pizza ovens are easy to install and come fully assembled and UL-approved. 888-443-8782, pizzartconcepts.com

The Measure of Perfection Escali has introduced a full line of kitchen timers and thermometers to help foodservice professionals better manage food safety and quality. The line features digital and analog thermometers as well as digital timers to help kitchen staff effectively multitask. Escali 952-232-6962, escali.com

The Pizza ATM Arrives

Heat Up the Night Infrared Dynamics’ Sunpak infrared heater mounts on your restaurant’s ceiling or wall. Remote-controlled and hard-wired models are available in black or stainless steel. The company’s Sunglo patio heater is larger, �loor-based and available in several colors and styles. All Sunpak and Sunglo heaters work with either natural gas or propane. 888-317-5255, infradyne.com

Already a proven success story in Europe, the Pizza ATM is a fully automated vending machine that holds 70 fresh 12” pizzas of your choice. It preserves, cooks and dispenses your pizzas in just three minutes. The Pizza ATM can boost your pizzeria’s bottom line without added labor costs. 513-488-1269, paline.com

A Slice Above

Be Known for the Pizza Cone

Ironwood Gourmet cutting and serving boards are made of high-quality acacia wood, one of the most durable and beautiful woods on the planet. They add an elegant touch to the dining experience and can be customized to re�lect your restaurant’s unique identity. The line includes serving accessories and cutting boards in various shapes and sizes. ironwoodgourmet.com

Fill the Pizza Cone with ingredients you already have in-house and you can create new signature appetizers, side items and treats for kids and adults. These leak-proof, par-baked, portable pizza shells come in regular, whole wheat, and garlic and herb varieties. Available through most distributors, there are no franchise fees, royalties or special machinery required! 732-707-9009 www.pcifrozenfoods.com

PMQ Pizza Magazine The Pizza Industry’s Business Monthly

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

1-844-HOT-BAGS

n o i t c a f s Saartianteed! gu

MON-SAT: 9am-5pm

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

LARGE PIZZA HOT BAG

(Holds Two 16” or Two 18” Pizzas)

MONSTER PIZZA HOT BAG

(Holds Four 16” or Three 18” Pizzas)

MONSTER PIZZA HOT BAG

(Holds Four 16” or Three 18” Pizzas)

PRICES AS LOW AS

$A1T R0ATE

$13.95

FL ING SHIPP

NO MINIMUM

AVAILABLE COLORS

24/7 SECURE ONLINE ORDERING

CATERING HOT BAG (Holds up to Two or Three Full Pans)

3.3” Order online at www.deliverybagsdepot.com

WORTHY OF DOUBLE DIPS 4.875”

IF YOU CAN THINK IT, WE CAN MAKE IT!

WINONA KNOWS CHEESE. GET TO KNOW WINONA. winonafoods.com

August 2016 pmq.com

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THE PIZZA EXCHANGE BULLETIN BOARD

INTRODUCING THE

Pow

t he ion e t l c b u Dou rod P t he e l nt y b a u r r Do Wa e th e l s b n e Dou v

SC / PE

es i r Se

1-800-548-4514

www.peerlessovens.com

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

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Allied Metal - 68 Years Of Manufacturing Quality Cookware

City, State & Federally Certified

MINORITY OWNED BUSINESS

Wired Up Fired Up 2016 returns to

SOFO Foods Restaurant & Foodservice Summit Sunday, September 18 Greater Columbus Convention Center, Columbus, Ohio

Featuring:

• Hands-on technology demonstrations from vendors • How online ordering can boost your sales • Why it’s urgent to add online ordering TODAY (hint: your competitors are already doing it!)

Online ordering is the future of pizza sales.

Plus:

• Thousands of moneymaking new products for your restaurant • Menu ideas to help you sell more pizza • Groupon U.S. Pizza Team culinary competition

TAKE YOUR TO ReadyBUSINESS to attend? Email angie.rombach@sofofoods.com Interested in exhibiting? Call 662-234-5481, x 122 NEW HEIGHTS. August 2016 pmq.com

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THE PIZZA EXCHANGE BULLETIN BOARD

MY PIZZA PROTECTOR Protecting Pizzas since 1999

PROT CT YOUR PEIZ ZA FOR ON

The Pizza Protector comes in 3 sizes: 10x10 (#70644) for 10–12 inch 12z12 (#70645) for 14–16 inch 14x14 (#70647) for 18 inch or larger

LY PENNIES ! From the tim e out of your it comes til your cus oven tomer eats it!

mypizzaprotector.com

WHAT IS IT? WHAT DOES IT DO? A proprietary FDA approved plastic screen

• Prevents a soggy crust • Keeps pizza crisp • Prevents cheese from sticking to the box

888-766-1120 CALL NOW FOR YOUR FREE SAMPLE!

PMQ Pizza Magazine The Pizza Industry’s Business Monthly

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IDEA ZONE FROZEN SOLUTIONS

SPONSORED CONTENT

Turning Dessert Into a Magical Experience

scream. You scream. We all scream for…well, you know the rest. Being a pizzeria owner, you’ve heard your share of squeals and screams from younger patrons, and not all are squeals of delight. But what if you could magically keep kids entertained with color-changing straws and the promise of a delicious ice cream treat with a color-changing spoon or bowl? Frozen Solutions has everything you need to turn your customer’s casual night out for pizza into a dining experience the kids will look forward to repeating. “My seven-year-old son freaked out over one of the spoons recently,” said Dave Seidel of Palazzolo’s Artisan Gelato & Sorbetto in Fennville, Michigan. “I brought them home from a frozen yogurt equipment show. He showed it to every kid in the neighborhood, and they loved it, too! In my house, my kid pretty much has the majority vote on where we go as a family, and I’m sure it’s the same with a lot of other families. And if the kid wants to go somewhere solely on the spoons, the whole family goes to that place.” Maybe you currently don’t offer ice cream but have casually thought of adding it as a menu option or an after-dinner treat for your guests. It’s easy to get started. Frozen Solutions

provides custom and commodity supplies to the restaurant industry, including MAGIC Color Changing Spoons, straws, cups, bracelets, pens, and pencils, with custom manufacturing in the U.S. and overseas. Printed cups and custom spoons are their specialty. They can even get you started with soft-serve machines and freezers, including their Pasmo line of inexpensive softserve machines that are quiet, easy to use and add a highmargin revenue stream to any restaurant. For as little as $161 a month OAC, you can add Italian ice, gelato, sorbet, ice cream, custard, or frozen yogurt to your menu items. Imagine the squeals of delight from your clients when they see you offer frozen desserts, with MAGIC Color Changing spoons, straws, bowls and cups! Why let precious revenue leave your door as your clients go somewhere else for ice cream or gelato? You can capture that revenue, smiles and laughter. The MAGIC Color Changing spoons and bowls make your frozen desserts a “must-have” for any kid (and the kid in all of us). For more information, contact Frozen Solutions, 888-698-1711, ext. 700, or frozensolutions.com.

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THE PIZZA EXCHANGE PIZZA INDUSTRY RESOURCE GUIDE CHEESE

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

BAKING STONES

Authentic Flavor for Modern Menus

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 Mozzarella I Provolone I Blue Cheese I Gorgonzola I Asiago I Romano

CHEESE

CHEESE SHAKERS

CHEESE SHAKER LIDS

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

COMPUTER SYSTEMS: POINT OF SALE

Mark Wutz VP National Accounts MWutz@cellones.com

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

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

COMPUTER SYSTEMS: POINT OF SALE

www.posexpress.com

Providing POS paper and supplies to Micros customers for over five years Inventory Management Enterprise Services Loyalty/Rewards Online Ordering and much more

CUTTING BOARDS - EQUAL SLICE Pizza Technology that Delivers.

www.granburyrs.com

800.750.3947

1-888-400-9185 speedlinesolutions.com

DESSERTS Red, White and Blue Pizza made with Nutella®

Recipes such as the Red, White and Blue Pizza made with Nutella®, are sure to be a big hit. This is the perfect dessert pizza! You will love the combination of Nutella®, mixed red and dark berries with white icing sugar served on baked pizza dough.

✓ Gluten free ✓ No artificial colors or preservatives ✓ Certified Kosher

✓ Contains no peanuts ✓ 12-month shelf life from

PMQ

manufacturing date

Ofer

95 Price $23

For more exciting recipes and tips about Nutella®, visit www.ferrerofoodservice.com

The BEST Pizza POS OS OS The Fastest POS on the Planet The Easiest to Learn & Operate Online Ordering / Rewards & Loyalty Mobile Reporting/Enterprise Complete EMV & PCI Compliance

877-968-6430 PDQpos.com

LOVE YOUR CUSTOMERS; BRING THE AUTHENTIC TASTE OF ITALY TO YOUR RESTAURANT 1 844 GELARTO

INQUIRIES@GELARTO.COM

WWW.GELARTO.COM

IF YOU WANT IT, WE WILL GET IT TO YOU! DISTRIBUTER INQUIRIES WELCOME.

Don’t “Settle ” For Less....Get More

PASMO America Soft Serve Machines Less Noise, Low Cost of Ownership and 50% less than our competition.

pmq.com/Recipe-Bank/

1-844-52-PASMO

More Loyal Customers.Financing Customers.Financing available

isales@pasmousa.com www.pasmousa.com August 2016 pmq.com

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THE PIZZA EXCHANGE PIZZA INDUSTRY RESOURCE GUIDE DESSERTS

DOUGH DIVIDERS/ROUNDERS

Now Offering Gelato & Tiramisu Cups DOUGH PRESSES, ROLLERS 908-241-9191 * Tasteitpresents.com Dessert is the last impression you’ll make on a customer

Make it count

800.835.0606 ext. 205 | www.doughxpress.com

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

DOUGH

DOUGH PRESSES, ROLLERS

DeIorio Foods

@DeIorios

blog.DeIorios.com

DeIorios.com

DOUGH TRAYS/PROOFING TRAYS DELICIOUS MADE-TO-ORDER BREAD AND PIZZA DOUGH Old World Tradition with New World Convenience.

www.mamalarosafoods.com

To locate a distributor near you, call 734-946-7878.

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

PMQ Pizza Magazine The Pizza Industry’s Business Monthly

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THE PIZZA EXCHANGE PIZZA INDUSTRY RESOURCE GUIDE FOOD DISTRIBUTORS

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

FLOUR, GLUTEN-FREE

FRANCHISING Scan for Demo

Premium Flours Make Gluten-Free Tasty & Easy! Tel: 310-366-7612 E-mail: sales@authenticfoods.com Web: www.authenticfoods.com

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

Exceptional pizza starts with exceptional flour. Traditional Pizza Flours, Whole Grain Flours, Pizza Crust Mixes, Private Label Packaging, Proprietary Blending, Custom Development For more information call 1-800-553-5687 or visit www.baystatemilling.com

Should You Franchise Your Restaurant? Contact us today to receive your free video on “How to Franchise Your Business” and learn ® about one of the most dynamic methods of expanding your business in today’s marketplace. F R A N C H I S E C O N S U LTA N T S 708-957-2300 • www.ifranchisegroup.com • info@ifranchisegroup.com

FRYERS BE THE

KING OF

CHICKEN WINGS With AutoFry and MultiChef ventless technology you can serve hot delicious appetizers without the need for costly renovations. Fully Automated • Convenient • Reliable • Safe • Affordable • Fully Enclosed For more information call 800-348-2976 or visit us online at MTIproducts.com • AutoFry.com • MultiChef.com Your Source for Ventless Kitchen Solutions for over 25 Years

FUNDRAISERS

Molino Pasini s.p.a. - Italy

Full line flours for Pizza, Fresh Pasta, Ready Mix for gnocchi Phone: 1-973-454-8534 +39 0376 969015 www.molinopasini.com - info@molinopasini.com

FURNITURE/FIXTURES

Heat your Restaurant with SUNPAK® 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

Outdoor Patio Heaters Wall or ceiling mounted, nothing on the floor

FOOD DISTRIBUTORS

Natural Gas or Propane Models Made in the U.S.A.

www.infradyne.com

888.317.5255 August 2016 pmq.com

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THE PIZZA EXCHANGE PIZZA INDUSTRY RESOURCE GUIDE W H PRODUCTS O L E S O M GLUTEN-FREE

HOTEL ROOM KEYS

D E L I C I O U S ™ WHOLES

OME & DELICIOUS

™

HOTEL ROOM KEY ADVERTISING DIAL #600 from your room for In-Room SPEED DIAL Papa John’s ROOM DELIVERY to Your Business

PIZZAROOMKEYS.COM • 866-912-3539 INSURANCE

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

MACHINERY/EQUIPMENT GLUTEN-FREE PRODUCTS

MIDDLEBY MARSHALL

OVENS

Scan for Demo

MIXERS

RANDELL

PREP TABLES

AMERICAN RANGE

WALK-INS

Premium Flours Make Gluten-Free Tasty & Easy! Tel: 310-366-7612 E-mail: sales@authenticfoods.com Web: www.authenticfoods.com

SOMERSET

PARTS SMALLWARES

1-800-426-0323

www.northernpizza.com

IMPERIAL

MACHINERY/EQUIPMENT

PMQ Pizza Magazine The Pizza Industry’s Business Monthly

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THE PIZZA EXCHANGE PIZZA INDUSTRY RESOURCE GUIDE MAGNETS

MANAGEMENT

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

sCheduLing • aTTendanCe • daiLy Log

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

save time and increase profits!

www.timeforge.com 866.684.7191

MEAT TOPPINGS

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 USED HOBART 60 QT. MIXER FOR SALE AT US $4980.00 PLUS SHIPPING. Call Lynn at 214-552-3218.............................................................................. or e-mail tbfm@tbfm.com

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

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

www.pizzamixers.com • 1-877-R-MIXERS

60 QUART—HEAVY HEAVY DUTY

Pizza Mixer

MARKETING IDEAS

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

Globe Food Equipment Co. | www.globefoodequip.com

The Original Variable Speed Mixer

Varimixer Strong as a Bear. 800-222-1138

www.varimixer.com V6OP

mixer@varimixer.com • 14240 South Lakes Dr • Charlotte, NC

Get the latest and greatest in pizza news, recipes, videos, marketing strategies and technologies at www.pmq.com! August 2016 pmq.com

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THE PIZZA EXCHANGE PIZZA INDUSTRY RESOURCE GUIDE MIXERS

ONLINE ORDERING

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

MOISTURE-ABSORBENT TOPPINGS CONDITIONER/SUPPLIES

OLIVES THE WORLD`S LARGEST OLIVE AND OLIVE OIL PRODUCER ACORSA USA 2200 FLETCHER AVE. SUITE # 702, FORT LEE, NJ 07024 Tel. 201-944-0474 ...... Fax # 201-944-1279 enrique.escudero@dcoop.es ... www.dcoop.es We offer a full line of Green Olives, Ripe Olives and Olive Oil from Spain for private label or branded. OU Kosher and BRC Certified. Inventory stored at 11 warehouses throughout the U.S.

ONLINE ORDERING PROMOTIONAL PROGRAMS

ON HOLD MARKETING

ONLINE ORDERING

PIZZA BOXES

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

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

pmq.com/Recipe-Bank/

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

PMQ Pizza Magazine The Pizza Industry’s Business Monthly

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THE PIZZA EXCHANGE PIZZA INDUSTRY RESOURCE GUIDE PIZZA OVENS

PIZZA BOX LINERS

Stone Deck, Pizza Dome, and Bakery

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

PIZZA DELIVERY THERMAL BAGS

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

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

$13.49

$10

ATE FLAT R ING SHIPP

1-844-HOT-BAGS

Satuisafaractniotened! g

www.deliverybagsdepot.com

PIZZA OVENS

TRADITIONAL, FAST CASUAL, ARTISAN... WE’VE GOT PIZZA COVERED VENTLESS IMPINGEMENT CONVEYORS, BATCH, AND ARTISAN BATCH OVENS 1-800-90TURBO | www.turbochef.com

August 2016 pmq.com

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THE PIZZA EXCHANGE PIZZA INDUSTRY RESOURCE GUIDE PIZZA DELIVERY THERMAL BAGS

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

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

Be Smart. Wood is over.

MADE IN ITALY

AUGUST SPECIALS

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

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THE PIZZA EXCHANGE PIZZA INDUSTRY RESOURCE GUIDE PIZZA OVENS

PIZZA PANS Introducing

THE

PIZZA BUTLER!

Space-saving footprintEasy storage | Versatile Function Sturdy Contruction | Customizable

Call Manny at 718-894-1212 ext. 218 Order online at www.thepizzabutler.com

PIZZA PEELS

EARTHSTONE OVENS, INC. ...............6717 San Fernando Rd...................Glendale, CA 91201 800-840-4915 .......................Fax: 818-553-1133.......................... www.earthstoneovens.com All units UI listed. MARSAL & SONS, INC. ................................................ The new standard in the Pizza Industry Brick Lined Deck Ovens • Standard Deck Ovens • Prep Table Refrigeration 631-226-6688......................... marsalsons.com ........................ rich@marsalsons.com WOOD STONE CORPORATION......................................Stone Hearth & Specialty Commercial Cooking Equipment..................................... 1801 W. Bakerview Rd ............Bellingham, WA 98226 TOLL Free 800-988-8103 .....................Fax: 360-650-1166 ...........woodstone-corp.com

PIZZA PANS

AMERICAN MADE

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

PIZZA SUPPLIES

• Pizza Preparation and Delivery Products •

P.A. PRODUCTS, Inc. BAKEWARE SPECIALISTS

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

National Marketing, Inc.

www.nminc.com 800-994-4664

734-266-2222

Fax: 734-266-2121

Manufacturers’ Direct Pricing • Call or order online • We export August 2016 pmq.com

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THE PIZZA EXCHANGE PIZZA INDUSTRY RESOURCE GUIDE REFRIGERATION

PIZZA SUPPLIES

PRIVATE LABELING

PRINTING

see more at

www.marsalsons.com

(631) 226-6688

SAUCE

ALWAYS WITH YOU. Come talk with us on these platforms!

pmq.com/Recipe-Bank/

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

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THE PIZZA EXCHANGE PIZZA INDUSTRY RESOURCE GUIDE PRINTING, CONT.

August 2016 pmq.com

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THE PIZZA EXCHANGE PIZZA INDUSTRY RESOURCE GUIDE SAUCE

SPICE FORMULATION, BLENDING & PACKAGING

TELEPHONE EQUIPMENT/SUPPLIES/SERVICE Specializing in voice and data communications service, repair, installation, sequencers and on-hold messaging.

GUARANTEED LOWEST INDUSTRY PRICE!

www.fidelitycom.com.........................800-683-5600

TOMATO PRODUCTS

SECURITY

SPECIALTY TOPPINGS MAKE YOUR PIZZA

STAND OUT WITH

DUCK BACON! For more information call 800-348-2812 or visit www.mapleleaffarms.com

SPICE FORMULATION, BLENDING & PACKAGING

TOPPINGS SUPER DOUGH BOWLS

LIGURIA

SUPER DOUGH BOWLS

The Pizzaiolo’s Pepperoni

Non Stick • Easy to Clean • FDA Approved Plastic Heavy Weight • Last 10X longer than metal! Replace your dented ones TODAY !

MADE IN THE USA Manufacturer’s Direct Pricing Free Sample Available - $15 del/hand REBATED on first order. email us at: bhausen@aol.com

WINGS

Call Sid

516-546-7744

PMQ Pizza Magazine The Pizza Industry’s Business Monthly

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ADVERTISER INDEX AUGUST 2016 Advertiser

Phone Website

Page

Allied Metal Spinning . . . . . . . . . . . . . . . . . . . . . . . 718-893-3300 . . . . . . . . alliedmetalusa.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 81 AM Manufacturing . . . . . . . . . . . . . . . . . . . . . . . . . . 219-472-7272 . . . . . . . . . ammfg.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 63 Bacio Cheese . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 885-222-4685 . . . . . . . . baciocheese.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 11 Bellissimo . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 800-813-2974 . . . . . . . . bellissimofoods.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 15 Delivery Bags Depot . . . . . . . . . . . . . . . . . . . . . . . . 844-HOT-BAGS . . . . . . . deliverybagsdepot.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . 79 DeIorioâ&#x20AC;&#x2122;s . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 800-649-7612 . . . . . . . . deiorios.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 45 Dough Mate . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 800-501-2458 . . . . . . . . doughmate . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 80 Edge Ovens . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 888-480-EDGE . . . . . . . edgeovens.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 25 Escalon . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . escalon.net . . . . . . . . . . . . . . . . . . . . . . . . Inside Back Cover Fontanini . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 800-331-MEAT . . . . . . . . fontanini.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 33 Frozen Solutions . . . . . . . . . . . . . . . . . . . . . . . . . . . 1-844-52-PASMO . . . . . pasmousa.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 83 Galbani . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 800-206-9945 . . . . . . . . galbanicheese.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 23 Gelarto . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1-844-GELARTO . . . . . . gelarto.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 77 Grande Cheese . . . . . . . . . . . . . . . . . . . . . . . . . . . . 800-8-GRANDE . . . . . . . grandecheese.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3 Harbortouch POS . . . . . . . . . . . . . . . . . . . . . . . . . . 866-286-8744 . . . . . . . . iharbortouch.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 19 HTH . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 800-321-1850 . . . . . . . . hthsigns.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 82 IBIE . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . IBIE2016.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 61 Infrared Technologies . . . . . . . . . . . . . . . . . . . . . . . 888-317-5255 . . . . . . . . infradyne.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 49 Ironwood Gourmet . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . ironwoodgourmet.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . 79 Italforni . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 424-364-0075 . . . . . . . . italforniUSA.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 35 La Nova . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 716-881-3366 . . . . . . . . lanova.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Back Cover Lloyd Pans . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 800-748-6251 . . . . . . . . lloydpans.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 82 MailShark . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 800-457-4275 . . . . . . . . themailshark.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 80 Marsal & Sons . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 631-226-6688 . . . . . . . . marsalsons.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 54 MicroMatic . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 866-327-4159 . . . . . . . . micromatic.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 51 Microworks . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 800-787-2068 . . . . . . . . microworks.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9 Middleby Marshall . . . . . . . . . . . . . . . . . . . . . . . . . . 877-34-OVENS . . . . . . . wowoven.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7 My Pizza Protector . . . . . . . . . . . . . . . . . . . . . . . . . . 888-766-1120 . . . . . . . . mypizzaprotector.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 82 Nutella . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . ferrerofoodservice.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . 29 PCI Pizza Cono . . . . . . . . . . . . . . . . . . . . . . . . . . . . 732-707-9009 . . . . . . . . pcifrozenfoods.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 63 PDQ POS . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 877-968-6430 . . . . . . . . pdqpos.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 17 Peerless Ovens . . . . . . . . . . . . . . . . . . . . . . . . . . . . 800-548-4514 . . . . . . . . peerlessovens.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 80 PizzArt . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 888-443-8782 . . . . . . . . pizzartconcepts.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 53 PizzaATM . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . paline.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 75 Pizza Butler . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 718 894 1212 . . . . . . . . thepizzabutler.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 51 Pizza Solutions . . . . . . . . . . . . . . . . . . . . . . . . . . . . 855-289-6836 . . . . . . . . pizzasolutions.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 41 POS Express . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . posexpress.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 49 Rotopeel . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . +39 081 8663348 . . . . vesuvian-design.simply.net . . . . . . . . . . . . . . . . . . . . . . . . 69 Somerset Industries . . . . . . . . . . . . . . . . . . . . . . . . 978-667-3355 . . . . . . . . smrset.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 64 Stanislaus . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 800-327-7201 . . . . . . . . stanislaus.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4, 5 State Farm . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . st8.fm/bizinsurance . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 21 Tyson Foodservice . . . . . . . . . . . . . . . . . . . . . . . . . . 479-290-4000 . . . . . . . . tyson.com . . . . . . . . . . . . . . . . . . . . . . . . . Inside Front Cover Univex . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 800-258-6358 . . . . . . . . univexcorp.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 49 Winona Foods . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 920-662-2184 . . . . . . . . winonafoods.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 79 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. August 2016 pmq.com

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PIZZA HALL OF FAME www.pizzahalloffame.com

Secane Pizza Despite arriving Stateside with pennies in their pockets and broken English, two Greek immigrants built a pizzeria that has become a community touchstone. By Tracy Morin

hen Philip Bottos wanted to branch out at his hoagie operation in Secane, Pennsylvania, pizza slinging family members in Massachusetts inspired him to establish Secane Pizza with partner John Kokalis in 1966. With a dream location next to the town’s post office, the small shop (less than 1,000 square feet) introduced a simple menu of hot oven grinders and pizza, baked in 10” pans and served in a bag on paper plates—an alternative to the area’s hand-tossed Italian pies. The pizzeria pair had a flair for old-fashioned marketing hustle, and lines of customers soon wound out the door on Friday nights. A delivery car, complete with a handpainted car-top sign, spread the word from day one with the pizzeria’s name and phone number. Even pizza boxes encouraged return visits; customers collected 10 punch-out squares for a free pie, an old-school sales hook that remains

(Left to right) Philip Bottos and John Kokalis opened Secane Pizza in 1966; Philip shows off his Volkswagen pizza delivery vehicle in 1969; Ted Bottos (far right) has continued the legacy of Secane Pizza since 1985. C

popular today. “We’re as mom-andpop as they get,” says Renee Bottos, co-owner of Secane Pizza with husband Ted, Philip’s son. “We’re still feeding the generations Ted’s father fed, and we get new customers by advertising and a lot of word-of-mouth. It’s truly a labor of love.” Ted, who slept on flour bags as a baby, took over operations in 1985. About 30 relatives operate different pizzerias nationwide, but employees also become family (Secane’s 60-year-old cashier started at 14). And after decades of success, Secane Pizza expanded to 1,800 square feet in 2006 by moving to a shopping center location with dine-in and an always-evolving menu, including patron-inspired recipes like Buffalo Chicken Cheese Fries. “Customers like consistency and seeing the same faces, but we also try new things and give younger kids opportunities to learn a great work ethic,” Renee says. “We’re not a big store, but we’re good

to the community and very hands-on; one of us is always here.” The pizzeria maintains close relationships with nearby businesses and contributes to fundraisers for schools, churches and the local fire department, but traditional advertising and a Facebook page with special offers also keep the business thriving. Last April, Secane Pizza celebrated 50 years with a mayoral proclamation and weekend-long, cake-fueled festivities that offered free branded swag and appetizers, plus a “buy one pizza, get a second for the original price of $1” deal (the special will return periodically throughout the year). “We’re here 50 years, and it all started with two Greek immigrants who had nothing and barely spoke English,” Renee concludes. “We say our secret’s in the pans.” “And lots of love,” Ted chimes in. “This business in my blood, but you have to be dedicated to it and love it.”

CMY

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

PMQ Pizza Magazine The Pizza Industry’s Business Monthly

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ESC_PMQSnglPg_Passion_2016.pdf

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I ’’s not just pizza. It

I ’’s your passion. It

CMY

Every pizza you make has a secret ingredient—your passion for making it better. It’s why you insist on the best ingredients. And why we work tirelessly to ensure our tomato products deliver consistently fresh taste. With no additives or preservatives, our gentle process protects the tomato’s true goodness. Taste for yourself. Visit escalon.net for a free sample.

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