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PMQ PIZZA MAGAZINE | November 2017 | Volume 21, Issue 9

THE WORLD'S AUTHORITY ON PIZZA | PMQ.COM NOVEMBER 2017

Lucky THE

NUMBER Ali Haider’s setting the pizza world on fire at 786˚. PAGE 38

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

The Rise of Roman-Style Pizza PAGE 50

How to Get a Better Deal From Distributors PAGE 60

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Featured Video at PMQ.com TIPS FOR SUCCESS: CHEF NICK LIBERATO He has been a chef and caterer for stars from Barbra Streisand to the Beastie Boys, but Nick Liberato, owner of Calidelphia and executive chef/partner of the Venice Whaler in Venice Beach, California, hasn’t gotten blasé about the restaurant business. “Never stop pushing, and keep your mind open to whatever the world can bring you,” he told PMQ’s Brian Hernandez at the Nightclub & Bar Show in Las Vegas. For Liberato’s tips for success, watch the video at PMQ.com/nickliberato.

Exclusively On PMQ.com

Will Pizza Makers Work for Digital Dollars?

Pie Five Pizza Co. Begins Offering Delivery

The CEO of Pythagoras Pizza has a plan to incentivize employees with his own version of Bitcoins: a type of digital currency he calls “fragments.” The better the company performs, the more fragments they earn. Get more details about Evan Kuo’s vision at PMQ.com/pythagoraspizza.

Citing customer demand, fast-casual chain Pie Five Pizza Co. has begun delivering to customers in some cities and plans to expand the service nationwide by mid-2018. But can they really deliver pies faster than anyone else? Find out at PMQ.com/piefivedelivery.

The No. 1 City for Pizza Lovers

Freedom of the Dough Press

Pizza-related metrics from 150 U.S. cities yielded surprising results. Based on the total number of pizzerias, Yelp reviews and other data, the study identified the “best city” for pizza lovers—and it’s not New York or Chicago! Read the results at PMQ.com/bestpizzacity.

Making dough is a science and an art, but technology plays a role, too. To save time, a dough press can be a useful tool, but choosing the right one isn’t easy. Learn about the differences between cold and hot presses at PMQ.com/doughpresses.

PMQ Pizza Magazine The Pizza Industry’s Business Monthly

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PMQ PIZZA MAGAZIN er 2017 | Volume

ORITY ON

PMQ.COM PIZZA |

NOVEMBER

21, Issue 9

ON THE COVER

E | Novemb

Contents

D'S AUTH THE WORL2017

LuMcBkERy THE

setting the Ali Haider’s on fire at 786˚. pizza world PAGE 38

PLUS: The Rise of Pizza Roman-Style

’s Busines Industry

PAGE 50

s Monthly

The Lucky Number

The Pizza

m | PMQ.co

Better Deal How to Get a rs From Distributo PAGE 60

Born in India and raised in Kuwait, Ali Haider, owner of 786˚ in Sun Valley, California, is an “international ambassador of flavors,” melding styles from faraway lands to create one-of-akind, all-halal masterpieces. By Rick Hynum

FEATURES

The Facebook Effect A leading social media consultant took over PMQ’s Facebook page for a case study in building reach, creating engagement and increasing your fan base. By Rick Hynum

SKINNY BITCH PIZZA

What’s Your Story? Skinny Bitch Pizza Specializing in healthy, cauliflower-crust pizzas, this nontraditional, delivery-only pizzeria in Los Angeles is giving new meaning to the expression “pretty in pink.” By Liz Barrett

When in Rome It comes in many shapes and varieties and can be a little tricky to make, but Roman-style pizza may be poised to become the next Neapolitan. By Tracy Morin

Rules of Engagement If you’re constantly wheeling and dealing with multiple distributors to get the best prices, it may be time to rethink your strategy. By Tracy Morin

NRA Show 2017: Best of Show From deep-fried cheese curds to digital napkin dispensers, the PMQ staff reviews some of the best moneymaking products at this year’s National Restaurant Association Show.

ROMAN PIZZA ACADEMY

50 8

PMQ Pizza Magazine The Pizza Industry’s Business Monthly

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DEPARTMENTS

In Lehmann’s Terms: How to Prevent Peel Stick Choosing the right peel dust is one of the keys to solving this pesky problem, but plain flour isn’t always the best choice.

New York’s Finest: Peasant Pasta Soup This tasty, easy-to-make pasta soup reminds Chef Bruno of his mother and takes less than 30 minutes to make.

The Chef’s Corner: Leo Spizzirri In this new multimedia series, we feature Chicago chef Leo Spizzirri and his unforgettable butternut squash pizza. By Brian Hernandez

Recipe of the Month: Pizza Dough Twists Nutella puts a flavorful new twist on pizza dough with this deliciously sweet post-meal treat.

BRIAN HERNANDEZ

The Art of Marketing Prep for the holidays with tips and tricks that’ll boost sales and spirits; increase weekend sales by offering brunch.

Pizza Without Borders That’s Amore Cheese in Melbourne, Australia, makes a crowd-pleasing show out of preparing pasta in a giant wheel of Parmigiano-Reggiano. By Missy Green

Pizza Hall of Fame: Dominick’s Pizza Shoppe Starting in 1965, Dominick Scavo and his brothers opened 50-plus pizzerias coast to coast. The oldest survivor, Dominick’s, celebrated its 50th anniversary this year. By Tracy Morin

NUTELLA

IN EVERY ISSUE 6

Online at PMQ.com

From the Editor

From the Inbox

Moneymakers

Art of Marketing

Product Spotlight

Industry Resource Guide

SPONSORED CONTENT

It takes time, but anyone can learn to make Roman-style pizza at the Roman Pizza Academy.

TOC_Nov17.indd 10

Idea Zone: New Mover Marketing: An Integral Part of Any Pizzeria’s Marketing Strategy Our Town America explains why you should factor their New Mover Welcoming program into your 2018 marketing budget.

79 Check out our digital and tablet editions for bonus video and multimedia content. Visit PMQ.com/ digital to view the digital edition, or download our tablet app at iTunes, Google Play and Amazon.com.

SmartMarket: Romans Armed With Scissors

Idea Zone: Sell More Pizza Daily With a Customized Pizza Calendar With a customized pizza calendar from Menus for Less, your pizzeria can provide year-round promotions and coupons without the expense of direct mail campaigns.

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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

Serving Love and Respect

y only complaint about this month’s cover shot of pizzaiolo Ali Haider—photographed by our own Daniel Lee Perea—is that I don’t have dimples like that. I’ve always wanted dimples. Heck, I’d settle for just one. Sometimes I smile at my reflection in the mirror—we’re talking about my most rakish, devil-may-care grin—and believe I just spotted something that looks sort of like a dimple on my right cheek, but I know I’m kidding myself. Sigh. It’s just another wrinkle. Also, staring at my own smiling face for too long, ironically, gets me depressed and irritates my bowels, which have enough problems as it is. Good thing that’s not my picture on the cover. It’s Ali’s, and the stylish ex-Lamborghini spokesmodel was born to be featured on magazine covers. But the pizza visionary and founder of 786° Wood Fired Pizza Company in Sun Valley, California, is more than a chiseled, handsome face with an exotic pedigree (his parents are Indian and Iraqi, and he grew up in Kuwait). Cerebral, imaginative and curious, Ali only started making pizza for a living in 2014, but he earned accolades right away— based on Yelp reviews, USA Today named his place the Best Restaurant in California in 2016, and he won the Caputo Cup that same year. Ali may very well be on his way to becoming a pizza industry legend. A master of culinary fusion, he has created all-halal masterpieces like the award-winning Bombay Tikka Masala and the Turkish Doner Kabob, and he’s even working on his first book, Defy the Norm. Keenly interested in what he calls “the science, art and culture of customer satisfaction,” Ali says the book will focus on the importance of the relationship between business owner and guest. “The idea,” he says, “is that you are not serving pizza. You are serving love and respect.” We like the sound of that. As an Indian-born, Kuwait-raised restaurateur who brings his own diverse cultural traditions to Italian-American pizza, Ali is, in a sense, the living embodiment of pizza’s universal appeal. And when you think of pizza itself as the embodiment of love and respect, the future of our industry looks very promising indeed.

PMQ PIZZA MAGAZINE | November 2017 | Volume 21, Issue 9

Rick Hynum Editor-in-Chief PMQ Pizza Magazine THE WORLD'S AUTHORITY ON PIZZA | PMQ.COM NOVEMBER 2017

Lucky THE

NUMBER Ali Haider’s setting the pizza world on fire at 786˚. PAGE 38

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

The Rise of Roman-Style Pizza PAGE 50

How to Get a Better Deal From Distributors PAGE 60

ON THE COVER:

VOLUME 21, ISSUE 9 NOVEMBER 2017 PUBLISHER

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

Linda Green, linda.pmq@gmail com ext. 121 EDITOR-IN-CHIEF

Rick Hynum, rick@pmq.com ext. 130 EDITOR AT LARGE

Liz Barrett, liz@pmq.com SENIOR COPY EDITOR

Tracy Morin, tracy@pmq.com INTERNATIONAL CORRESPONDENT

Missy Green, missy@pmq.com 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. 133 VIDEO EDITOR

Blake Harris, blake@pmq.com ext. 136 SOCIAL MEDIA MANAGER

Heather Wilson, heather@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 SPECIAL EVENTS

Caroline Felker, caroline@pmq.com ext. 140

ADVERTISING SALES DIRECTOR

Linda Green, linda@pmq.com ext. 121 SENIOR ACCOUNT EXECUTIVE

Tom Boyles, tom@pmq.com ext. 122 SALES ASSISTANT

Brandy Pinion, brandy@pmq.com ext. 127

PMQ INTERNATIONAL PMQ CHINA

Yvonne Liu, yvonne@pmq.com PMQ RUSSIA

Vladimir Davydov, vladimir@pmq.com

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.

Chef Ali Haider, owner of 786° Wood Fired Pizza Company in Sun Valley, California, is half-Iraqi and half-Indian but all Italian at heart. Photo by Daniel Lee Perea

PMQ Pizza Magazine The Pizza Industry’s Business Monthly

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Full Line

We are the dough makers and sauce tasters. We are oven starters and cheese graters. We start early to make the best possible products each and every day. We know pizza. We source only the finest ingredients, providing the best tastes and flavors of Italy. From the Mozzarella cheese to premium High Gluten Flour. We have you covered. www. BellissimoFoods.com

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FROM THE INBOX

A GLUTEN-FREE LEADER I read your article on gluten-free safety (“The Celiac Solution,” August 2017) and found it to be a very interesting and timely read. Mama’s Restaurant and Café Baci, located in Hackettstown, New Jersey, is a 47-year-old family tradition started by my father, and we have specialized in gluten-free fare for more than 12 years. We even have full specialty menus for gluten-free customers; it’s a unique option that was developed through years of research and customer input. We also have a gluten-free vegan menu and a gluten-free dessert menu! Gluten-free makes up almost 30% of our business. We have implemented several systems and critical checks that have earned us the distinction of being a premiere gluten-free restaurant in the New York/New Jersey area. As a frequent PMQ reader, I believe Mama’s would make a tremendous case study if you’re looking to write further on gluten-free preparation.

STOP FIGHTING $5 PIZZA As a former pizzeria owner, I read your web article on raising prices (“Leading Pizzeria Operators Say It’s OK to Raise Your Prices—and Here’s How to Do It,” pmq. com/raisingprices) and, overall, thought it was very good. Too many pizzerias—chains and independents alike—are trying to sell price instead of experience and quality. Then again, many today need to step up their game on their product, or all they can do is fight with price. With all the experts you have connections with, it might be time to start teaching your readers to do the right thing. Stop trying to fight $5 pizza. Give the guests a real reason to [eat at your restaurant]. It’s always worked for me.

Lee Yarbrough via Facebook

It’s good to hear your thoughts on this subject, Lee. Although some pizzerias take pride in serving great $5 pizza, we agree it’s hard to compete on just price alone.

CMY

Tom Schiano Mama’s Restaurant and Café Baci Hackettstown, NJ I believe you’re right, Tom! We will definitely want to talk to you for future articles on gluten-free pizza preparation, safety and marketing. Thanks for contacting us!

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STUFF WE

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IN LEHMANN’S TERMS

How to Prevent Peel Stick CAMBRO

Q A

How can we keep our pizzas from sticking to the peel?

There are several things you can do about this problem, but start by making sure you’re using the right peel. Pizza peels come in two styles: metal and wood/ composite. The wood/composite peel is the correct peel to use for prepping, while the metal peel should be used as an oven peel only. With wood/composite peels, you’re less likely to get condensation on the peel due to temperature differences between the peel and the dough—and it’s this condensation that can lead to stickiness. The next thing to consider: What are you using for peel dust? While plain flour works well, it isn’t very forgiving. If your dough is a little cold or sticky for some reason, it may stick to the peel at the oven’s entrance. You may want to sprinkle some cornmeal on the peel instead. As a release material, it works great, much like thousands of

Tom Lehmann was 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.

Plain flour isn’t necessarily the best choice for a peel dust, according to the Dough Doctor. By Tom Lehmann tiny ball bearings under the dough skin. With just a little shake, the dressed dough will slide effortlessly off the peel. However, cornmeal can impart added grit to the bottom of the baked pie. For some pizza makers, this is actually desirable; for others, it is not. The excess cornmeal also has to be swept out of the oven regularly, or it will show up on the bottoms of the baked pizzas as hard black spots. Some operators advocate the use of semolina flour, which is significantly coarser than regular flour and doesn’t absorb moisture as quickly. For this reason, it makes for a pretty decent peel dust, a good compromise between regular flour and cornmeal. Other operators have turned to more “exotic” ingredients to use as a peel dust, such as wheat bran, rice flour, corn flour, coarse-ground whole-wheat flour, and even rye flour. Any of these materials make for an effective peel dust. My personal favorite is a blend of equal parts cornmeal, semolina flour and regular pizza flour. Don’t ask me why I like it—it just works for me. With this blend, I can peel the dressed dough into the oven with authority and confidence, knowing it will slide off the peel every time!

PMQ Pizza Magazine The Pizza Industry’s Business Monthly

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NEW YORK’S FINEST

Peasant Pasta Soup This unique sauerkraut-topped, sweet-and-savory combination will keep your customers coming back.

ello, dear readers! By now many of you have probably heard that I decided to do freelance work in the restaurant business. But don’t worry, I’m still going to share recipes with my readers in every issue of PMQ! I’ll also be spending some time in Europe and will bring back new ideas to help you stay on top of the culinary trends. This pasta soup dish is one of my favorites. I really love it because it reminds me of my mother, who used to make it for our family. It can be prepared quickly (less than 30 minutes) and doesn’t require a lot of expensive ingredients. You know me—my recipes are always simple and affordable! If you don’t want to use cappellini, just use spaghetti or linguine. Give this a try and then share it with your customers. Mangia!

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

INGREDIENTS: ½ onion, chopped ½ c. extra virgin olive oil 6 cloves garlic, peeled and chopped 1 28-oz. can whole tomatoes, chopped 8 oz. cappellini (angel hair pasta) ½ c. Romano cheese, grated Kosher salt and fresh ground pepper DIRECTIONS: Heat the olive oil with onions and garlic in a large saucepan over medium low heat. When garlic starts to brown, add tomatoes (with juice) and raise heat to medium. Season with salt and pepper to taste. When the tomatoes start boiling, reduce heat and simmer 15 minutes. Boil a large pot of water with salt. When the water begins to boil, break the pasta into smaller pieces and add to the water. Cook to very al dente, only about two minutes. (The pasta will continue to cook in the sauce.) Drain pasta and reserve the boiled water. Now add pasta to the sauce and stir in ½ to 1 cup of water to make liquid seem like soup. If the pasta seems too dry, add some of the reserve pasta water. Raise the temperature up to medium high and cook for one to two minutes as pasta will continue to cook and finish. Top with grated Romano cheese.

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THE CHEF’S CORNER

Leo Spizzirri To kick off this new multimedia series, PMQ’s Brian Hernandez shares a seasonal recipe from a prominent Chicago chef and interviews him about his craft at PMQ.com. By Brian Hernandez

CAMBRO

rowing up on the mean streets of Chicago, Chef Leo Spizzirri has been in the pizza business since he was a kid. Working his way up from dish boy all the way to corporate honcho for one of Chicago’s largest and best-known pizza chains, Spizzirri has done it all, including coming up with a lot of killer recipes. After learning about the art of pizza in Italy at the Scuola Italiana Pizzaioli, Leo decided to open his own consulting business. The Pizza Project Group is geared towards helping everyone, from those just starting a pizzeria to established restaurateurs, learn everything about the pizza industry from the ground up. To kick off this new multimedia series, which will include in-depth online Q&As with leading pizzaioli and industry figures as well as video recipes, I decided to consult Spizzirri about a flavorful recipe to usher in the fall season.

“Autumn marks the end of summer,” Spizzirri says, “and as preparations are made for winter, we find the final harvest of the season brings us an abundance of squash and pumpkin. I decided to stay away from pumpkin, using butternut squash as a sweet ingredient and highlighting how wonderfully savory it can be. For this recipe, I utilize my Forno Bravo wood-fired oven to roast my butternut squash as well as poblano peppers. The combination of the creamy squash and smoky pepper makes the perfect combination to pair with smoked pancetta and a delicate yet salty French feta. My final touch is the addition of Italian amaretti cookies that bring a hint of sweetness and texture to cut through these savory ingredients. I hope you enjoy. Happy Harvest!”

PMQ Pizza Magazine The Pizza Industry’s Business Monthly

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Recipe: “Tarte L’Automne” (Autumn Pie) WOOD-FIRED ROASTED BUTTERNUT SQUASH 1 2-3 lb. butternut squash 1/4 c. extra-virgin olive oil Salt & pepper to taste Prepare your wood-fired oven to reach an ambient temperature of 450˚. With a fork, pierce the outside of the squash 10 to 15 times, pushing through the flesh to the ends of the tines. With a knife, carefully cut the squash in half from stem to base. Use a spoon to clean the cavity of seeds and stringy bits. Rub both halves of the squash completely with olive oil. Season the flesh side of the squash with salt and pepper. Place the prepared squash, flesh side down, on a sheet pan or sizzle plate. Roast inside the oven for 25 to 30 minutes until the flesh is fork-tender. When cool enough to handle, scoop out the flesh and let cool in a bowl until ready to use. WOOD-FIRED ROASTED POBLANO PEPPERS 2 fresh poblano peppers 1/4 c. extra-virgin olive oil Prepare wood-fired oven with a bed of hot coals that will achieve an ambient temperature of 600˚. In a bowl, coat poblano peppers with oil. Arrange peppers on a sheet pan or sizzle plate. Place peppers into the oven near the coal bed and allow them to sear until the exteriors turn black and charred. Turn peppers and repeat until they are black and charred on all sides. Remove peppers from oven and place in a bowl. Tightly cover the bowl with plastic wrap and allow peppers to steam for 1 hour. Remove peppers from bowl and peel skins from flesh. Open peppers to remove seeds and stem. Cut cleaned peppers into ¼”-wide strips and cool until ready to use.

ROASTED BUTTERNUT SQUASH SAUCE 2 c. wood-fired roasted butternut squash 1 c. mascarpone Salt and pepper to taste In a bowl, add roasted butternut squash and mascarpone. Season with salt and pepper to taste. Using a potato or bean masher, blend until mascarpone is completely incorporated and no white streaks remain. The mixture should not be completely smooth like a puree. TARTE L’AUTOMNE (AUTUMN PIE) 1 300g dough ball for wood-fired pizza 5 oz. roasted butternut squash sauce 8 strips wood-fired roasted poblano peppers 1 oz. French feta cheese 8 pieces smoked pancetta, thinly sliced 2 Italian amaretti cookies, crumbled Prepare wood-fired oven to an ambient temperature of 600˚. Stretch out dough ball to a diameter of 12”. Spread butternut squash sauce onto dough evenly. Scatter poblano peppers on top of sauce. Scatter pancetta onto pizza, bunching each piece up instead of laying them flat. Spread feta onto pizza evenly. Bake pizza until fully cooked. Remove from oven and spread crumbled Amaretti cookies evenly. Cut and serve. To learn how to create this recipe and learn more about the craft of pizza making, read the full article at PMQ. com/leospizzirri. In our exclusive Q&A, Leo talks about his humble beginnings all the way up to the opening of his new pizza school, the North American Pizza & Culinary Academy, in November 2017. Brian Hernandez is PMQ’s test chef and USPT event coordinator.

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MONEYMAKERS

You Can’t Top the Pizzabop The owners of Mikey’s Late Night Slice, with multiple locations in Columbus, Ohio, have mastered the art of cross-promotions with fellow restaurateurs. For a new Pizza of the Week in September, they teamed up with Bibibop Asian Grill to create the Pizzabop, crafted with Bibibop’s Asian ingredients, including a Korean red-sauce base, spicy chicken, purple rice, corn mix and sesame seeds, topped with Bibibop’s Yum Yum sauce. The two restaurants touted the promotion with an Instagram contest—customers posted a photo of their Pizzabop pie with the hashtag #PizzaBOP for a daily chance to win two free Bibibop bowls and a free Mikey’s pizza.

Columbus, Ohio-based Mikey’s Late Night Slice and Bibibop Asian Grill created the Pizzabop in a unique cross-promotion with a strong social media component.

Quick Tip #1 A Big Incentive To increase sales without creating an expensive marketing campaign, create a daily employee incentive program, suggests Rudolf J. Waldner, author of Marketing From the Trenches: Your Guide to Retail Success. For example, the server who sells the most daily specials gets to go home early and is relieved of all side duties.

A Thousand Pizzas of Light When Your Pie founder Drew French challenged his franchisees last year to give back to their communities, Morgan and Lisa Maclellan took it to heart. The owners of Your Pie Perimeter in Dunwoody, Georgia, spent the next year baking free pies for family-focused nonprofits throughout the area, from the Ronald McDonald House to Children’s Healthcare of Atlanta. All told, they donated 1,000 pies from August 2016 through August 2017 and earned local media coverage for their efforts. “The challenge really resonated with us,” Lisa Maclellan told the Dunwoody Reporter. “[Giving back to] the community isn’t just a checkmark on our values system—it’s really something that we believe in.” Lisa Maclellan (at right, with an employee) and her husband, Morgan, owners of Your Pie Perimeter in Dunwoody, Georgia, donated 1,000 pies to hungry kids and families in one year.

PMQ Pizza Magazine The Pizza Industry’s Business Monthly

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MonaLiz

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MONEYMAKERS

Red Tractor Goes Back to the Farm From video and cross-promotions to organic ingredients and local sourcing, Adam Paccione is checking off all the on-trend marketing boxes with his Farm to Pizza video series at Red Tractor Pizza in Bozeman, Montana. Paccione hosts the professionalquality series, trekking off to visit local farmers who supply his ingredients. In one video, Paccione toured 3 Fiddles Farm, a two-acre farm that produces up to 20,000 pounds of food a year. His first video, a trip to Mountain Vista Farm, garnered more than 5,400 views, 95 reactions and 28 shares on Facebook.

Whether he’s making pizzas or marketing them, Adam Paccione, owner of Red Tractor Pizza, never stops thinking green.

Quick Tip #2 Keep It in Their Faces Use point-of-purchase messaging to promote your online ordering option. Materials should include entry/exit and bathroom signage, table tents, posters, fliers and brochures. Also try adding fliers with online-specific coupons to your carryout bags.

USPT Raises Dough for Hurricane Harvey Relief Twenty-three members of the U.S. Pizza Team (USPT)— working with a total of 36 locations around the country— raised funds for the victims of Hurricane Harvey, which caused extensive damage in Texas last August. In the Pizza With a Purpose fundraiser, USPT pizzerias donated $2 for every pizza sold on September 7 to the Houston Food

Bank. The campaign raised $8,739 in a single night. “This team’s members are the first to give you the shirt off their back—in competition and in life, which was exactly what we saw from citizens in the Houston area and beyond,” says USPT coordinator Brian Hernandez. “This is what our team—and our country—should be about.”

Members of the U.S. Pizza Team rallied to help victims of Hurricane Harvey, raising more than $8,700 in a single night with their Pizza With a Purpose campaign, held at 36 pizzerias around the country.

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RECIPE MONTH

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DIRECTIONS: Thaw the frozen pizza dough balls overnight in the refrigerator. On a floured cutting board, roll out each dough ball into a 6”-wide, ⁄”-thick, rectangular shape. Cut into 1½”-wide strips. Tie each dough strip into a knot. Prepare an egg wash by combining the egg and milk with a whisk. Egg wash each of the pizza knots. Sprinkle coarse sugar crystals generously onto each pizza knot. Let the pizza knots rest until they double in size. Place the pizza knots on a pizza paddle that has been lightly sprinkled with semolina flour. Slide the pizza knots onto a preheated 425° pizza stone/ oven. Bake for 10 to 12 minutes or until golden-brown. Let the pizza knots cool to room temperature and drizzle with hazelnut spread. Recommended daypart: Lunch, dinner, snack or dessert THE MORE YOU KNOW... Fun Fact 1: More than 70 million hazelnuts are used worldwide each day to produce Nutella. Fun Fact 2: On any given day, you can find more than 4 million mentions of Nutella on the Internet. Fun Fact 3: Stacked up, the total number of Nutella jars sold worldwide every day would be more than 17 times taller than Mt. Everest. Fun Fact 4: Lined up, the total number of Nutella jars sold annually worldwide would wrap around the moon four times.

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Be Inspired. Be Creative. Be Original.

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THE ART OF MARKETING

To Do: Decorate for the Holidays

For more than 40 years, Marie’s Pizza in Chicago has transformed itself into a virtual Christmas wonderland during the holidays. And while Chicagoans love to marvel at this historic pizzeria’s huge display, you won’t have to go to such great lengths to make an impact. Simple white twinkle lights over your entrance, fire-safe candles throughout the pizzeria, or even a few splashes of red and green can impart instant feelings of joy and holiday spirit. Start a new holiday tradition by rallying your staff and getting them involved in the decorating.

Quick Promo Tip:

ething other ed your customers som ail m u yo e tim t las e th When was card to thank ding a Thanksgiving sen er id ns Co ? on up Year’s co than a with a holiday or New em th e ris rp su or , ess the most them for their busin g about them during kin in th e u’r yo ow kn card to let them festive time of the year.

Tips for Selling More Gift Cards

PRECINCT PIZZA

Gift cards are one of the easiest ways to make money over the holidays—and to bring in new business the following year. Use gift cards to your advantage by selling early, selling often, and making offers irresistible. Make sure to set new gift card sales goals this year and then surpass them. Possibilities include: 1. Run your own Black Friday and Cyber Monday gift card specials. 2. Offer BOGO gift cards on select (and promoted) days. 3. Sell your gift cards on your website and social media. 4. Display the cards in plain sight on tables and countertops. 5. Promote your gift cards on box tops. 6. Offer to mail the cards when customers purchase them over the phone. 7. Give customers a free pizza with the purchase of a $50 gift card.

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

Tips&Tricks PRECINCT PIZZA

Borrow This Idea: Offer Brunch Brunch is big business. Scroll through any social media site on a weekend afternoon and you’ll discover an endless gallery of selfies featuring mimosas and Bloody Marys. U.S. Pizza Co. CEO Drew Weber recalls when one of his licensees in Conway, Arkansas, wanted to add breakfast pizza to the menu six years ago. “I thought they were insane until we cooked the pizzas and realized how great they were,” he says. “We added breakfast pizzas and frittatas to the menu and have since had to increase our brunch hours to accommodate the crowd that was waiting at the door for us to open.” From 10 a.m. to 2:30 p.m. every Saturday and Sunday, all 15 Arkansas locations of U.S. Pizza Co. offer four

breakfast pizzas and three fluffy, 12” frittatas alongside build-your-own options in each category. “The Sunday Warrior pizza is really popular,” Weber says. “It’s topped with eggs, Canadian bacon, Anaheim peppers, spicy tomatoes, bell peppers, cheddar and mozzarella. Our most popular frittata is probably the Asparagus and Onion, although guests really enjoy building their own, too, and we just charge for extra toppings. “People love brunch,” Weber adds. “You can advertise your mimosa and add a pizza on to it. Eggs are fairly inexpensive, so there’s great food cost, and it opens the pizzeria up to a whole new variety of people.”

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Christopher Wick (left) and PMQ publisher Steve Green walk through a few social media strategies that PMQ could implement.

The

Effect

A social media consultant engineers a Facebook takeover for PMQ and demonstrates the power of contests and giveaways to build fan engagement. By Rick Hynum

efore Christopher Wick became a leading social media consultant, he was known as Mr. Pizza Slice around the University of Houston campus. Hired to help a local Domino’s store make inroads with the college kids, Wick, still a UH student himself at the time, donned a costume and roamed Cougar territory with eye-catching signs that touted the franchise’s social media presence. “Domino’s could not do any kind of traditional advertising on the campus or bring its own mascot, Dom, because another chain was the school’s official pizza provider,” Wick recalls. “By using social media and the Mr. Pizza Slice character, we didn’t have to worry about those rules to connect with the students. I was out there dancing with umbrellas, skating on skateboards and getting my pictures taken with students. My client got 900 views on their Facebook page within three days.” It was the start of an impressive career for Wick, who went on to found SMM International, a Houston-based consulting agency specializing in social media marketing 30

for all types of businesses. His company has served 172 companies since 2013, and more than 85 of them have been pizza restaurants and chains. “Almost half of my experience is in the pizza business,” he notes. “I love the pizza industry, and I am an expert in it. And I live, eat and breathe social media marketing.” Wick’s passion for his work showed when he led a monthlong Facebook campaign and case study for PMQ this summer. Using a cost-effective boosting strategy and engaging content—including contests and product giveaways, fun pizza facts, memes, graphics, engaging questions and links to PMQ.com articles—Wick and his team brought in 301 new followers, or about 10 new fans a day, to PMQ’s Facebook page. During that one-month period, the posts reached 73,000 people, and 13,000 people engaged with PMQ through likes, comments and shares. The techniques that worked for PMQ will work for pizza restaurants, too, according to Wick. “Our data shows that an engaged customer is a customer that buys again and again,” he says.

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PMQ’s Facebook page served as a month-long case study for SMM International, using a targeted, cost-efficient boosting strategy and giveaways as means of raising engagement.

CONTESTS ARE THE KEY Facebook contests were a crucial part of SMM’s strategy in its PMQ takeover. Working with PMQ’s social media manager Heather Wilson and the advertising sales staff, SMM organized two contests that awarded free product to engaged fans. “Contests are the No. 1 generator of sales for social media profiles, especially pizza businesses,” Wick says. “In PMQ’s case, we featured advertisers’ products in our contests.” In the first contest, PMQ gave away cheese shakers from CustomCheeseShakers.com. The winner received a set of cheese shakers that were customized with the Pepe’s logo. The contest posts were viewed by 12,000 Facebook users —including regular PMQ followers and non-followers alike—and nearly 300 people engaged with the posts. Bacon Jams was the featured product in the second contest, which reached 8,000 people and engaged 200. Contests for giveaways are a powerful way to encourage engagement and attract new followers on Facebook, Wick says. “Restaurants need people to take action, redeem a coupon, call in for an order and come in for a carryout. Before you get someone to buy something, you have to build that relationship.” Chris Wick’s SMM International has made a name for itself specializing in social media marketing for pizza restaurants and chains.

THE MOST IMPORTANT SOCIAL MEDIA NETWORK Facebook, of course, isn’t the only social media platform. Instagram and Twitter are the other heavy hitters, while Snapchat continues to reel in mostly younger users, especially high schoolers and college students. But Facebook is by far the most widely used platform—and that’s where pizzeria owners should focus their efforts and money, according to Wick. In addition to letting business owners expand their reach affordably through boosted posts—often for as little as five dollars—Facebook empowers them to target potential customers in specific areas. “Let’s say you’re in ZIP code 77090,” Wick says. “You don’t want customers from Wisconsin or Florida. You want customers from ZIP code 77090. Just like you used to reach them with direct mail, you’re now able to reach them with Facebook advertising. The next big thing is using geotargeting or hyper-local focus in your marketing.” It’s no wonder Facebook saw its monthly active users jump from 1.94 billion in March 2017 to 2.01 billion as of the end of June. “Facebook is the most important social media network,” Wick says. “I know it can be tempting to look at new ones that are popping up. However, if you look at what Facebook is doing—such as acquiring other social media companies like Instagram—they’re becoming a mammoth in the social media world, which means we should invest our time there. If something new and shiny comes out, go ahead and have a presence there, too, but if someone has already invented the wheel, let’s rely on that.” That doesn’t mean you should ignore Instagram, which is a natural fit for pizzeria operators who produce gorgeous, delicious-looking pizzas. “Instagram is important,” Wick adds. “Snapchat is a lot of fun. But Facebook is the No. 1 sales generator. Follow what the leaders are doing. Focus your efforts on Facebook.”

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The crusts at Skinny Bitch Pizza are all cauliflower-based and gluten-free.

SKINNY BITCH PIZZA | LOS ANGELES, CALIFORNIA One entrepreneurial woman has found a niche with her delivery-only concept that serves cauliflower crust pizzas in photogenic pink boxes. By Liz Barrett

iffany Fiedler opened her first pizzeria this past May. And while Skinny Bitch Pizza may look very different from the traditional pizzerias we’re used to—it certainly gives new meaning to the expression, “pretty in pink”—the concept makes sense when we look at current trends. She’s providing online ordering and delivery for convenience; cauliflower crust for gluten-free pizza fans; and a healthier option for everyone else. Here, Fiedler shares why she opened the business and how the concept works.

PMQ: WHAT WAS THE INSPIRATION BEHIND OFFERING CAULIFLOWER-CRUST PIZZA? Fiedler: I’ve been eating gluten-free since 2012, and the one thing I couldn’t replace was pizza. Unless you find someone who specializes in gluten-free pizza, it’s hard to find a good one. When the cauliflower craze hit, I thought it was such a great low-carb option. So the goal was to figure out how to make a recipe on a larger scale that was gluten-free and low-carb. It’s still something we’re trying to perfect. If you’re a pizza chef, you get to copy and paste the methods of other pizzerias that have been around for hundreds of years, but we’re still experimenting every day.

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  PMQ: HOW MUCH LONGER DOES IT TAKE TO MAKE A CAULIFLOWER PIZZA THAN A FLOURBASED PIZZA? Fiedler: At this point, our production is probably almost the same. The cauliflower itself takes a little more time, because the process of pureeing and dehydrating takes a long time. But the rest of the process, where we add a combination of gluten-free flours into the mix, takes about the same amount of time. PMQ: DO YOU HAVE A BACKGROUND IN PIZZA? Fiedler: My dad worked in a Cleveland pizza shop during middle school and high school, so growing up, the family always made pizza from scratch. We always had to search for the perfect pan and cook the pizza in a certain way. I forgot that’s not what every family does. Having that background made opening up this shop a lot easier. PMQ: HOW DOES YOUR DAD FEEL ABOUT YOUR CAULIFLOWER CRUST? Fiedler: I think it’s done him proud. Of course, he makes fun of me for being gluten-free. He refuses to eat anything that’s gluten-free and won’t admit that any of it tastes as good or better. He’ll always prefer his Cleveland pies, but he admits my cauliflower pizza is a good product, and he’s proud.

Skinny Bitch Pizza is Tiffany Fiedler’s first pizzeria. Pink is the predominant color theme at this female-friendly pizza shop, but male customers don’t seem to mind.

PMQ: DO THE PINK BOXES COST MORE? Fiedler: They cost more because we’re not printing them on a mass scale. But the idea is, we’re delivery only. We don’t have pick-up or sit-down, so we wanted to put more time and consideration into the delivery experience. We want customers to be excited when they receive it, and maybe the drivers will handle the box more carefully if it’s pink, too. PMQ: WITH THE PINK BOXES, IS YOUR CUSTOMER BASE MOSTLY FEMALE? Fiedler: Originally, I was just choosing my favorite colors for everything and ended up choosing pink pizza boxes. I think we made a conscious choice to focus on the female demographic, but when we opened, if you look at our customer log, it’s pretty split. I think a lot of that has to do with the fact that people eat a lot healthier, especially in L.A., and that’s going to be an equal distribution of guys and girls. I don’t know if guys would mind the pink boxes if it was a sit-down restaurant, but it’s delivery.

Got a story to tell our readers? What makes your pizzeria different? Email Rick at editor@pmq.com and brag about yourself! November 2017 pmq.com

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PMQ: WHY DO YOU ONLY OFFER ONLINE ORDERING AND DELIVERY? Fiedler: I wanted to make a smart investment to see how this goes—to not have a front-of-house, sitdown, waitstaff, dishes, etc. Also, pizza lends itself to delivery. It’s gone really well with this delivery-only concept, and I’d rather have another delivery-only location than to expand with a front-of-house. Also, our brand is very young, and it appeals to a lot of young people who are more inclined to order delivery than to go to a sit-down. PMQ: WHAT HAS BEEN THE OVERALL RESPONSE FROM YOUR CUSTOMERS? Fiedler: I get a lot of people asking, “Are you sure this is cauliflower?” Overall, I think if people are willing to experiment and try us out, we usually win over customers. But there’s usually an initial barrier of people wondering, “Is this real?” PMQ: WHY DID YOU DECIDE TO USE A THIRD-PARTY DELIVERY SERVICE? Fiedler: It all goes back to the labor. Hopefully we can make a successful business while using the fleets of all these other platforms. So far, it’s been working really well, so I don’t see us having our own fleet of delivery drivers. The Skinny Bitch Pizza box is distinctive and memorable, while the menu focuses on healthy, California-style foods.

PMQ: HOW DOES THE DELIVERY FEE WORK? Fiedler: If you order on our website, direct to consumer, we charge a $4.99 delivery fee. The average delivery actually costs us $12, so we eat some of the cost of that. The other third-party delivery services, if you don’t go directly through our site, charge anywhere from zero dollars to $8.99 for delivery. PMQ: WHERE IS SKINNY BITCH’S KITCHEN? Fiedler: There are 20 kitchens inside this place called CloudKitchens. It works great, because the kitchen workers cook, and then when the food is ready, the facility has a processing team that makes sure the orders go to the appropriate drivers who are waiting to take deliveries. We can just focus on the cooking and getting out the deliveries as fast as possible.

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PMQ: WHAT HAS SURPRISED YOU MOST IN STARTING YOUR PIZZERIA? Fiedler: It’s surprised me how many guys have ordered from us and contacted us. Everyone is very healthconscious now, wanting to know exactly what’s in their food and how many calories it has. I think more and more you’ll see restaurants adopt behaviors of sourcing ingredients [carefully] and trying to do as much from scratch as possible.

Los Angeles’ health-conscious culture made it an ideal launching place for the Skinny Bitch model.

PMQ: ARE YOU LOOKING TO FRANCHISE THE CONCEPT? Fiedler: Right now we’re just focused on L.A. We have a list of inquiries, and we’ll have those if and when we’re ready for that. We’re talking about doing another location that would have a pickup window because we do get a lot of requests for pickup from those who are outside the delivery area. Liz Barrett is PMQ’s editor at large and author of Pizza: A Slice of American History.

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786° is more than a baking temperature—it’s a brand and a blessing for all-halal chef Ali Haider, the pizza industry’s ambassador of international flavors. By Rick Hynum

li Haider may be half-Iraqi and half-Indian, but he’s all Italian at heart. As owner of 786° Wood

Fired Pizza Company in Sun Valley, California, the dashingly cosmopolitan Haider—he was born in India and raised in Kuwait before immigrating to the United States—terms himself an “ambassador of international flavors,” tweaking and melding styles from faraway lands and traditions to create one-of-a-kind, all-halal pies that will make you think while you drool.

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Ali Haider says heâ&#x20AC;&#x2122;s half-Iraqi and half-Indian, but all Italian at heart.

November 2017 pmq.com

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Haider and his team have built such a solid following that a line usually stretches outside the door before the pizzeria opens for business.

Yet for all of their exotic influences and ingredients— from tandoor-baked chicken kebab to Egyptian garlic yogurt sauce—Haider’s pies are rooted in Neapolitan traditions and also somehow uniquely American. He is, you might say, a living embodiment of his adopted country’s melting-pot culture. “That’s what makes the U.S. so beautiful—people coming together from different parts of the world,” he says. “Like music, pizza brings people closer. It opens doors.” And once those doors get opened, the convivial Haider, a member of the U.S. Pizza Team (USPT) and former Mr. India-America who speaks six languages, is the first one to stride in, dimples flashing and hand outstretched to anyone who wants to shake it.

a dream job—you get to drive the coolest cars, but you don’t have to sell them. You just write articles about them. It was the coolest gig ever. I still miss it.” Why in the world would anyone walk away from a job like that to slave away in a hot kitchen? For the deeply spiritual Haider, love and family were more important. “After I got married and had kids, the free travel became the worst part of the job,” he says. “I didn’t want to stay away from my kids. I didn’t want to miss anything. I needed to come up with a new plan so I could stay as close as possible to my family.” Haider won the prestigious Caputo Cup in 2016 and the Best Pizza in the Nation award at IBIE the following year.

THE COOLEST GIG EVER A longtime foodie, Haider moved into the pizza business in 2014; he got tired of driving expensive cars and jetsetting around the globe. Well, not exactly. He’d already built a successful career as a spokesmodel for Volkswagen, the multinational German manufacturer that, in addition to the stalwart VW Bug, builds luxury supercars like the Lamborghini, Porsche and Bentley. It was actually brainy work that required a lot more than a pretty face. “I was a [communications] liaison between the company and the media and worked closely with design teams and engineering teams before a new prototype would be launched so I could explain them to the media,” he recalls. “It was 40

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“When I was starting my journey in pizza and trying to make something magical happen, I learned that 786 in numerology is considered one of the luckiest and most blessed numbers.” —ALI HAIDER

Haider’s pizzas combine culinary elements of various traditions, from Tuscany to Bombay.

Haider’s culinary skills and lifelong passion for food showed him the way. “The tricky part was, I couldn’t decide which food,” he says. “I believe flavors are beautiful everywhere, all over the world. Why stick to one style? Why not pick up the best from different countries and present it like a painting? A painting on what? A painting on a pizza, because pizza is so universal, and you can tweak and design it as you like. Pizza would be the best canvas I could paint on.” MAKING MAGIC For a pizzeria with such a small footprint—it’s only about 650 square feet, with seating for 15 to 20 people—786° has an outsize reputation, with lines already snaking around the sidewalk nearly every day at opening time. Haider studied his craft in Naples before first opening a mobile operation in 2014 with a wood-fired oven he built himself. With a thriving catering business under way, he quickly expanded to his current brick-and-mortar location, qualified for the USPT and started winning national pizza making competitions, including the prestigious Caputo Cup in 2016 and the Best Pizza in the Nation award at the International Baking Industry Expo in 2016. True to Neapolitan tradition, Haider makes his dough with imported Italian Tipo “00” flour, salt, water and yeast, letting it ferment for 72 hours. But, true to his own diverse roots, he incorporates sauces and toppings 42

you probably won’t find in your standard pizza place in Naples. He uses only ingredients that meet the Muslim religion’s strict rules of halal (which means “permissible”). And that, he says, gives him a culinary advantage. “People enjoy halal foods more because they feel like, ‘Oh, my God, halal meat tastes so fresh, and it’s healthier,’” he explains. “Of course, as the chef, I take the credit, but the reality is, that meat’s not frozen for years like other meat. Ninety-five percent of my clientele do not even know what halal means, but they do notice the difference.” They notice Haider’s custom-made wood-fired oven, too. Haider describes it as “the mother of all ovens”—a 5,200-pound leviathan made of Mount Vesuvius lava rock. “A lot of people ask me, does it make a difference? Yes, it does,” he says. “Does driving a Ferrari make a difference? Yes, it does, but you have to know what you’re doing to drive a Ferrari. To use an oven like that to its full potential, you have to be on your toes.” Haider fires his pies using mostly oak, although he prefers olive wood. And, of course, the pizzeria’s name refers to the average temperature at which he bakes his pies. “Anything between 750 to 800 degrees is my sweet spot, so 786 comes right [in the middle] there,” he says. But the number has a deeper significance to Haider. “When I was starting my journey in pizza and trying to make something magical happen, I learned that 786 in numerology is considered one of the luckiest and most blessed numbers,” he says. “My cousins told me I should look into

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Regulars know Haider has a secret menu, with 56 pizzas in development at all times.

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Issue 5

EXOTIC AND DELECTABLE It’s good to be lucky, but talent, skills and a willingness to take risks come in handy, too. One look at the menu

21, 2017 | Volume | June/July

this number and bake my food at that temperature—it could be an asset. When you’re starting something new and you don’t know where the future lies, any blessing helps. And I’m here attesting to that—the number is lucky, and it is blessed.”

MAGAZINE

—ALI HAIDER

at 786°, and you know you’re not in Naples. There’s the Bombay Tikka Masala, a sophisticated, flavor-packed magnum opus that pays tribute to Haider’s homeland. “For that recipe, I flew myself to a small city in India where my mom’s ancestors are from,” Haider explains. “It’s a three-day process just to make the masala sauce. It has saffron, turmeric, mint, yogurt and a bunch of Indian spices. We let it marinate in a clay pot for about 48 hours, then bake it in the oven for about 50 to 55 minutes to get that smoky flavor.” LA Weekly, in a glowing 2015 article about Haider, described the sauce as “deliciously rich…with an earthy mellowness from the clay vessel.” Once the sauce goes on, Haider tops the pie with tandoor-baked chicken kebab, mango chutney, burrata, paneer, roasted sweet peppers, fresh cilantro, olive oil and Himalayan salt. The Bombay Tikka Masala has become one of his signature pies, but it’s rivaled by the Istanbul. This Ottomaninfluenced stunner boasts a yogurt-based sauce called haideri, made with 21 herbs and spices, plus Turkish doner kebab (chicken cooked on a vertical rotisserie),

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“I believe flavors are beautiful everywhere, all over the world. Why stick to one style? Why not pick up the best from different countries and present it like a painting?”

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onions, mozzarella, olive oil and Himalayan salt, all topped with fresh cucumber slices. “We get nothing but compliments on that one,” Haider says. Then there’s the Habibi (an Arabic word often translated as “my love”), which starts with an Egyptian garlic yogurt sauce and features lamb or beef kofta, a type of meatball often found in Middle Eastern cuisine, plus smoked mozzarella, roasted onions, and Egyptian herbs and spices. Slightly less exotic, perhaps, but equally delectable, is Haider’s Shrimp Tuscany pizza, which he introduced at the World Pizza Championship in Parma, Italy, last spring. It’s made with a creamy pesto chutney base and garlic shrimp, a variety of mushrooms, truffle oil, mozzarella, Fontina and Parmesan cheeses, arugula, chopped garlic and thyme. THE SECRET MENU IN HIS HEAD If none of those pizzas sound good to customers—which is hard to imagine—they needn’t fret, because Haider says he usually has 56 pies in development at all times. In fact, many of his regular customers “come in and don’t even look at the menu,” he says. They know Haider has a secret

As part of his marketing strategy, Haider makes appearances on local TV channels, such as ABC-7, every chance he gets.

menu stored away in a special compartment in his brain. “So I have to be on my toes and come up with something that will make them happy,” he adds. “That’s when I pull out from my list of 56 pizzas to impress them.” Fifty-six sounds like a lucky number, too, but since freshness means so much to Haider, he can easily narrow down the list to between three and five recipes, depending on the season and availability of ingredients. “Whatever is

Upon starting a family, Haider walked away from a successful career as a spokesmodel for the automotive industry and segued into the pizza business.

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“People are starting to read more about other cultures and realizing that, oh, my God, how similar we are to each other! We were always similar, but the boundaries between us made us feel different.” —ALI HAIDER

freshly available, that’s the ingredient I’m going to use,” he says. “I’ll ask you what other pizzas you like so I can know your palate, and then I’ll design something I know you’ll fall in love with.” And when he has some spare time, Haider will teach his guests a thing or two about other cultures and culinary traditions. He likes to point out that your classic Margherita pizza, while seen as a distinctly Italian food, owes its origins to ingredients that originated in other countries. “The most famous tomatoes are San Marzano tomatoes,” he says, “but the first seed for them was given by the king of Peru [to the king of Naples].” Meanwhile, the water buffalo is native to India and southeast Asia, and to this day, Indians often care for the animals that produce Italy’s famous mozzarella di bufala. And basil is also likely native to India, where many Hindus revere one of its varieties as a sacred plant. “It’s considered one of the healthiest leaves,” Haider says. “If you’re sick, you boil it and drink the water.” Haider, who has little interest in politics, thinks everyone ought to bicker less and eat more pizza, a truly global food that pretty much everyone can agree on. “Because of the Internet,” he notes, “people are starting to read more about other cultures and realizing that, oh, my God, how similar we are to each other! We were always similar, but the boundaries between us made us feel different. The Internet will bring us closer together. Knowledge is power, and the more knowledge you gain, the more power and confidence you feel. On the flip side, people are scared of the unknown. That’s simple to solve—gain knowledge so you’re not scared anymore.”

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PIZ ZA FORTE

Mimmo Ferraro, owner of Pizza Forte in Las Vegas, bakes his Romanstyle pizzas at a relatively low 600Ë&#x161;.

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

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Roman-style pizza is making its way Statesideâ&#x20AC;&#x201D;and enjoying a recent surge in popularity. Could it be a moneymaker for your pizzeria? By Tracy Morin

November 2017 pmq.com

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Scissors are the implement of choice for cutting pizza al taglio, a favorite at Pizzarium in Miami.

PIZZAARIUM

erhaps there is no one definitive Roman-style pizza, but that hasn’t stopped curious food hounds, ever on the lookout for something new to devour (and share on social media), from taking an interest in this burgeoning variety, both in the United States and beyond. Is this style poised to be the next Neapolitan, taking the country by storm like Caesar’s troops tearing through Gaul? Time will tell, but experts at the Roman Pizza Academy in Miami believe all roads may, in fact, lead to Rome. After all, they’ve fielded calls from interested clients since opening day earlier this year—even from far-flung locales like Argentina and Dubai. “The trend is growing very quickly behind the scenes,” says Alex Manzo, a partner at the academy. “Roman pizza is having a moment right now—not just in the United States, but all over the world,” agrees Massimiliano Saieva, Miami-based owner of Pizzarium,

a Roman-style concept, as well as partner, lead instructor and master pizzaiolo at the academy. “The round pizza has peaked worldwide, and there’s a lot of competition between pizzaioli. This is a new style, bringing along new opportunities.” THE YIN-AND-YANG YUM FACTOR Saieva notes that Roman pizza has roughly 60 years of history in Italy, but Manzo believes the style dropped in popularity over time, as product quality suffered while quick-buck makers mindlessly fed masses of Roman tourists. In the last few years, Saieva says, skilled dough craftsmen developed a sophisticated technique for dough prep, bringing the style back to the forefront. And, at the five-year-old Pizzarium, Saieva has been one of its pioneers. “We’ve been keeping an eye on this trend for the past two, two-and-a-half years,” Manzo notes. “Some

“Some pioneers of the style were ahead of their time and have already closed down, but now the trend is rising, and we think today’s operators will have tremendous success.”

— A L E X M A N Z O, RO M A N P I Z Z A AC A D E M Y 52

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The Roman Tradition

WA N T TO M A K E T H I S P I Z Z A A L TAG L I O ? PMQ’s Brian Hernandez provides step-bystep instructions for making a classic pizza al taglio.Watch the video at PMQ.com, sponsored by Allied Metal! pioneers of the style were ahead of their time and have already closed down, but now the trend is rising, and we think today’s operators will have tremendous success.” So what are the characteristics of this rising style? That might depend on whom you ask. “There are different versions of what people call a Roman style,” explains Mimmo Ferraro, owner of Pizza Forte, with four locations in Las Vegas. “You can go to Rome, and everyone sells what they call a ‘Roman-style’ pizza; it could be round, square, any shape or thickness. But, generally, it’s crunchier, less doughy or gummy than a Neapolitan style. Pizza al taglio, for example, is cooked in a pan, with a crunchy bottom and a two- to three-day fermentation, but toppings are always kept simple. You don’t see a supreme pizza in Italy!” Saieva sings the praises of this pan-cooked type, with its crunchy exterior enveloping a light, soft, airy dough that melts in the mouth. To achieve this yin-and-yang yum factor, he creates a highly hydrated dough—80% to 100% hydration (compared to the 60% of Neapolitan styles)—for his pizza al taglio, which means “pizza by the cut.” There’s also a different baking and presentation process: Pizza al taglio is cut with scissors and often displayed in-store to woo customers. Italians sell the cuts by weight, but Saieva doesn’t think that trend will catch on Stateside; rather, he sells his portions in equally sized rectangular slices. “When you try this pizza, you understand the difference between [al taglio] and a focaccia or a Sicilian pie,” Saieva says. “I’ve seen people cry when eating it.” Indeed, he believes Roman remains a unique style because it marries the artistry of a chef with the product 54

Chef Mario Rizzotti, a restaurant industry consultant and judge on the Food Network’s Iron Chef America, grew up on Roman-style pizza. “When I was a kid and my grandma didn’t want to cook, she used to give us 2,000 lire, and we would go to the pizzeria down the street for a great pizza al taglio—those places were everywhere in Rome,” Rizzotti says. Now living in Chicago, he has never lost his passion for the style and sings the praises of Pizza Metro on Division Street. “I highly suggest that everyone try my favorite, the Potato and Rosemary Pizza. Buonissima!” So what’s the secret to a perfect Romanstyle pizza? “I suggest using a flour with a baking strength of W170/220 and a protein content of 10.5% to 11.5%,” Rizzotti says. “A lot of pizzaioli and pastry chefs choose flour based on the W number, which is related to how much gluten the flour contains. The higher the number, the more water the flour will absorb, and the dough will be resistant and tenacious. The lower the W level, the less water will be absorbed, and the dough will be lighter but with less consistency.” The pan is key to the final product, too, Rizzotto notes. Pizza al taglio requires a rectangular pan, typically with the dimensions of 30 centimeters x 40 centimeters x 2 centimeters. Beyond that, the style should be made, he says, with passion, love, quality and fidelity to the Roman tradition “without making it too Americanized.”

PMQ Pizza Magazine The Pizza Industry’s Business Monthly

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WATCH THE VIDEO! N A P I Z Z A : RO M A N STYLE PIZZA IN THE S P OT L I G H T Napizza is a Roman-style pizza leader and trendsetter in San Diego with a focus on farmto-plate ingredients. Watch our exclusive video profile on Napizza at PMQ.com!

Massimo S aieva owns Pizzarium Roman Pizz and is lead a Academ instructor y. at th

of a pizzaiolo, for a result that’s “more than a pizza,” he says: easy to buy and eat (even while standing), but potentially as sophisticated as a high-end restaurant masterpiece. Manzo compares it to a roll of sushi in terms of the possibilities of artful presentation, with endless topping combos. A TRICKY PROCESS Making Roman-style pizza right can be a little tricky. Saieva teaches his Roman Pizza Academy students to tweak the oven-tending according to the pizza; he may adjust temperature settings at the top or bottom of the oven to ensure a thorough, consistent bake for each pie. He compares it to driving a car—just as you’d adjust according to terrain, each pizza may require slight adjustments, like cooking faster or slower, to develop the style’s signature crunch. Manzo agrees, adding, “This is a very technical product, and you must control the temperature, length of ferment, and more. And you have to consider environment; the rules will change from humid Miami to Denver’s dry climate, for example.” 56

“When you try this pizza, you understand the difference between [al taglio] and a focaccia or a Sicilian pie. I’ve seen people cry when eating it.” — M A S S I M I L I A N O S A I E VA , PIZZARIUM

Ferraro, for his part, learned to craft a Roman-style crust through key partnerships with experienced foodservice experts and plenty of trial and error. His dough is fermented for two days to develop flavor, while top-quality yet simple ingredients, from mozzarella to tomatoes, emulate the Italian approach to freshness. He also uses a lower oven heat (about 600˚) to cook the style’s crunchy crust in three to three-and-a-half minutes. Ferraro serves by the slice or the pie, baking in a square pan made of aluminum and iron, which retains heat well and firms the bottom crust; he also greases the pan with olive oil and adds some vegetable shortening in the dough recipe itself to amp up the crunch factor. And, he reports, the style can prove successful even when baking in various

PMQ Pizza Magazine The Pizza Industry’s Business Monthly

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P I Z Z A A L TAG L I O Recipe by Brian Hernandez

DOUGH INGREDIENTS: 15 kg Polselli Super Flour 370g fine sea salt 12 liters cold water (not filtered) 75g active dry yeast 430g extra-virgin olive oil Mix dough for about 20 minutes in a spiral mixer (no longer than 25 minutes). Final temperature should be between 18° and 24° C when finished. You should have 28 kg of dough after mixing. After mixing, place the dough in trays. Split the dough between three 6” trays (9.3 kg in each), and cross stack in the cooler uncovered for 3-5 hours. After 3-5 hours, refold the dough over itself several times to trap more air, then close the boxes and refrigerate for 24 hours. After 24 hours, portion dough into 1 kg balls, making them really tight. Cover and refrigerate for another 18-24 hours. After 18-24 hours, take the dough balls from the cooler that you will need, and start making pies. Note: If the dough is still not proofed enough or too hard, you can leave it out at room temperature for about 30 minutes to loosen it up. oven types. “We have different locations, and some have different ovens,” he explains. “I’ve done these even on conveyor ovens. You just go through trial and error to nail it down!” BONUS POINTS Ferraro decided to offer a Roman-style crust, alongside his other options (including New York and Sicilian), after spending time in Italy. “We like people to have options, 58

I L RO M A N O D I PA R M A ( T H E PA R M A RO M A N ) 30cm x 40cm x 2cm pan 1 kg dough ¼ oz. minced garlic 4 oz. red and yellow cherry tomatoes, quartered 2 oz. arugula 3 oz. fresh mozzarella 4 oz. burrata 1 ½ oz. prosciutto ¼ oz. shaved Parmesan cheese Salt and pepper to taste Lightly oil your pan. Place your dough in the pan and gently spread it to all corners and edges, being careful to not destroy the air pockets within. Dab the top of your dough with some olive oil. Par-bake for about 7-10 minutes at 600° F, until the slightest browning begins. After par-bake, add your minced garlic over crust, 2 oz. of quartered tomatoes and your fresh mozzarella. Cook again for about 5-7 minutes, until mozzarella is melted and crust is golden brown and crispy. Remove pie from oven and add your arugula, the remaining 2 oz. tomatoes, prosciutto, burrata and shaved Parmesan. Add salt and pepper to taste over the pie. Slice and serve.

and I definitely think Roman pizza is growing in popularity,” he says. “More customers are so educated about their food and are open to trying different things, away from the norm.” Manzo says Roman-style pizza offers a plethora of benefits for the operator. For example, it can be served in a small-footprint setting, minimizing costs; the dough’s lightness makes customers feel healthier, so they’re apt to indulge more often; and, like with other pizza styles,

PMQ Pizza Magazine The Pizza Industry’s Business Monthly

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— A L E X M A N Z O, RO M A N P I Z Z A AC A D E M Y

R IU M PIZ ZA

“With a long maturing time for the dough, 72 to 96 hours, you can prep dough in the morning and make full pies in advance. You can then display them in the window, attracting customers, then warm and serve a slice in a minute. It’s fast food, but it tastes gourmet.”

erts aft

Americans love the chance to customize their slices, with virtually endless topping possibilities. “With a long maturing time for the dough, 72 to 96 hours, you can prep dough in the morning and make full pies in advance,” Manzo says. “You can display them in the window, attracting customers, then warm and serve a slice in a minute. It’s fast food, but it tastes gourmet.” In addition, Manzo notes, Roman pizza “holds” well for delivery or reheating—not always the case with Neapolitan styles, for example. “It’s almost better reheated,” he enthuses. Saieva explains the science behind the phenomenon: The highly hydrated dough helps resistance to getting soggy or chewy over time, even after a second baking. And, Ferraro adds, simply offering a unique pizza style intrigues his customers, many of whom become Roman-style converts after their first slice. Now, about 20% of customers order the crust style above Pizza Forte’s more familiar alternatives. “I think it’s worth a try for operators to expand the menu and give people another option,” he says. “In our high-traffic area, many people stick with the traditional types like New York-style, but when people see the Roman style coming out of the oven, it definitely piques their curiosity with its appealing look. They ask questions and, thanks to the crust texture and clean, classic flavors, often end up liking it more than our other styles!”

conv come rte) be o F . a e z (at Piz first tim tomers for the s a u z c iz y p Man n-style Roma trying

Tracy Morin is PMQ’s senior copy editor. November 2017 pmq.com

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

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Rules O Engagement How can you build a better relationship with your distributor? (Hint: You may be going about it all wrong.) By Tracy Morin

re you constantly wheeling and dealing with multiple distributors to obtain the best price on every last item, down to the penny? Do you often feel like you and your sales rep are more “frenemies” than true partners? Stop the cycle of suspicion—there are surprisingly simple ways to transform the operator-distributor relationship into a fruitful and mutually beneficial arrangement. And, as it turns out, the basic tenets that can make it happen aren’t all that different from the fundamental rules of romance.

November 2017 pmq.com

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Tool Time Our experts weigh in on the latest tools that can give you an edge when it comes to purchasing: GROUP PURCHASING “There are some emerging technologies for buying—like spreadsheet pricing programs, where you put in an item to see the lowest prices. But that doesn’t always tell you about quality. However, more and more group purchasing programs are starting to become available to independents; they’re negotiating with large groups of independent distributors and manufacturers to get better deals for everybody, so the price is based on everyone in the group’s volume, not an independent restaurant’s volume. There are a number of group purchasing organizations in the industry.” — Ed Zimmerman, president, The Food Connector, San Rafael, CA EASIER PLATE-COSTING “We’re working with a distributor to provide a tool with which their customers can upload products to a site and easily plate-cost. For example, we work with a pizzeria that enters invoices in this platform, exports to accounting, does plate costing, and matches everything up with sales reports to see that the distributor is performing. If not, the operator can match up different distributors’ ingredients to compare. This gives the operator control, and when you’re a little guy, it’s all about control. You know in the back of your mind that if your distributor isn’t serving you well, you have the ability to move.” — Mike Rasmussen, owner, Rasmussen Tax Group; president, Eyenalyze, Conway, AR 62

“Bidding out each item, playing cat-and-mouse—it’s a game operators cannot win. The distributor is solely focused on food products and markets; the operator is trying to negotiate with someone who simply has better information.” — E D Z I M M E R M A N , T H E F O O D C O N N E C TO R

RULE #1: MAKE A COMMITMENT Experts agree: Pitting distributors against each other in the hopes of greater savings is operators’ most common mistake. “Bidding out each item, playing cat-andmouse—it’s a game operators cannot win,” says Ed Zimmerman, president of The Food Connector in San Rafael, California. “The distributor is solely focused on food products and markets; the operator is trying to negotiate with someone who simply has better information.” Mike Rasmussen, owner of Rasmussen Tax Group and president of Eyenalyze in Conway, Arkansas, adds that independents with one or two locations can’t hold much clout with distributors when they’re dividing purchases between three or four suppliers; there’s no incentive for a volume discount. On the other hand, partnering with one distributor ensures more volume—and, therefore, better deals. “It’s not true that you can shop your way to food

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cost,” Rasmussen says. “You’re not going to. And when you shop around, you can’t expect consistency.” The takeaway? Avoid wrangling with too many distributors. “The more you buy from a single salesperson/ distributor, the more important you become. And the more important you become, the better service—and, in most cases, the better overall prices—you get,” says Bob Doherty, sales manager at Colony Foods in Lawrence, Massachusetts. “When a customer pits many distributors against each other, he may get good prices on some things, but because there’s no relationship there, the distributor is looking for a way to make up the profit loss on other items.” Zimmerman uses this analogy: You charge $3 for delivery when someone calls for a pizza. But if he orders two pizzas, the cost for delivering each is cut in half; for four pizzas, it’s 25%. That’s how distribution works.

So if an operator buys $1,500 worth of products vs. $500, the distributor is in a position to lower the markup on all items. In other words, “make a commitment to get the best prices,” Zimmerman advises. “A distributor isn’t going to carry every single thing that you need. You might need a specialty or backup distributor, perhaps for produce or unusual requests. But commit to one as your main distributor, providing the bulk of your items.” RULE #2: PARTNER UP The most important aspect in building a positive and mutually beneficial partnership between a distributor and a customer is trust, Doherty says. “The customer must trust his salesperson/distributor that he will get the correct product in a timely manner at a fair price, while the salesperson/distributor must trust the customer that he will be honest and pay for the product he gets,” Doherty says. “Done right, it’s a true partnership, because the better a customer does, the better the salesperson/distributor does. This has been, and always will be, a relationship business.” Zimmerman suggests this outlook: My distributor is my friend who can help me save money and come up with better products for my menu. “Many operators view that relationship as adversarial,” he notes. “But a distributor who sees you as a partner is going to do their best to keep you competitive.” And make yourself a positive partner too: For example, Zimmerman suggests, lower the distributor’s costs by being prepared with your weekly order (rather than forcing a rep to track you down with six phone calls) and pay your bills on time.

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“It’s not true that you can shop your way to food cost. You’re not going to. And when you shop around, you can’t expect consistency.” — M I K E R A S M U S S E N , E Y E N A LY Z E

In turn, your distributor should provide plenty of value—not only in terms of costs, but in terms of business benefits. Rasmussen believes operators should work more tightly with distributors, not just to sell product, but to provide solutions. And Zimmerman adds that the time you save haggling over pennies will be better spent marketing your pizzeria in the community. “There’s no such thing as a guaranteed lowest price; price is a function of quality and service,” he says. “You can always get cheaper products, but that might not be what’s best for your pizzeria.” RULE #3: FOSTER COMMUNICATION Keeping the lines of communication open will do wonders for your relationship—and your business. “Food costs over the last few years have skyrocketed, but customers who have good relationships with their distributors can use the latter’s experience and knowledge to help control costs,” Doherty says. “They can provide ideas, such as lower-costed like items, new products to produce new menu items, and new ways to go to market.” To get the most out of the partnership, Zimmerman recommends, be transparent with your distributor; tell them about your plans or upcoming promotions to see if they have ideas on sourcing or recommendations on the best times of year to feature certain products so you can schedule promotions accordingly. “Many distributors are offering online ordering, so place the bulk of your order online and then spend the time talking to your distributor sales rep about

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Avoid wrangling with too many distributors for the best price. The more you buy from one distributor, the more important you become to them.

specials, promotions and buying opportunities,” Zimmerman suggests. “And ask them what’s hot; they’re servicing 50 to 100 restaurants, so they see trends that an independent operator doesn’t see.” In fact, Rasmussen notes that what not to do—pitting distributors against one another—was once a necessity to

“keep people honest,” but those days are gone thanks to a more transparent industry, with data so readily available and tools that help operators make smart choices. Consider technology a weapon in your communication arsenal. “Now you can have information at your fingertips,” Rasmussen says, “and those tools help people be accountable.” Adopting these simple rules may very well revolutionize your relationship—ultimately creating a win-win for both parties. “One mistake customers make in dealing with distributors is thinking that we’re all the same, and we’re all out to take advantage of them,” Doherty concludes. “That’s because they have never really looked at a distributor as a partner in their business. For everybody to be successful, it has to be a partnership built on relationship and trust.” Tracy Morin is PMQ’s senior copy editor.

November 2017 pmq.com

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NRA Show 2017: Best of Show Our staff reviews some of the best moneymaking products on display at the 2017 National Restaurant Association Show. REDIHEAT I loved this 16” 10-pie heated bag, which is RediHEAT’s largest bag. I learned that it was made for several Pizza Hut locations earlier this year, and they were able to add their own branding to these bags. This bag is ideal for large catering orders or school lunch programs. It’s designed to transport your hot pizzas from the oven straight to large offsite events. What I thought was especially nice is that each bag is sewn in Cleveland, Ohio—in other words, these bags are made in the USA! 888-556-2024 x103, rediheat.com 68

Linda GREEN Co-Publisher

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CHEF REVIVAL I was excited to discover this comfortable chef wear that’s perfect for our friends on the U.S. Pizza Team, and I’m convinced it would be great for any pizzaiolo in our industry. You can keep cool in a hot kitchen with Chef Revival’s performance jackets, which feature a lightweight poly-cotton blend with a breathable full mesh back. They’re available in long or short sleeve styles and in white, black or gray colors, ranging in sizes from extra-small to 3X. 800-352-2433, chefrevival.com

PDQ SIGNATURE SYSTEMS After visiting with my friends from PDQ at the NRA show, I found out that, statistically, customers spend about 30% more on the average when using a self-serve kiosk. When you combine increased sales with selfserve, this technology lowers labor costs and improves your customers’ experience at your restaurant. Pizzeria owners can start earning more and saving more every day! 877-968-6430, pdqpos.com

MICRO MATIC What a great find! With this new technology from Micro Matic, your customers are not only able to take home freshly baked pizzas but fresh-from-the-tap beer as well. The Micro Matic Growler Filler lets technology do the work, with a choice of up to four kegs. Your customers can simply place the empty growler, close the cover and follow the touchscreen prompts. 866-327-4159, micromatic.com

SYSCO Steve and I met up with Massimo Balacchi at the Sysco booth and found so many great products for the pizza industry at this year’s NRA Show. One of them was very pizza-specific. Sysco’s Authentic Riserva Mozzarella is made with the finest all-natural ingredients to deliver great color, stretch and coverage. It comes in loaves, shreds or blends. Contact your local marketing associate to learn more about this great product! syscofoodie.com November 2017 pmq.com

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Tom BOYLES Senior Account Executive

GRECIAN DELIGHT One trend we are seeing on pizza menus is the increasing popularity of gyro pizzas and gyro sandwiches. Grecian Delight is a great source for Mediterranean gyro meats as well as awesome shawarma. They’re perfect for traditional gyro sandwiches, platters, salads, or a classic old-world, open-face presentation. These meats are available in cones, loaves and slices. They even offer pitas and flatbreads, Mediterranean sauces and spreads like tzatziki, hummus and more. 800-621-4387, greciandelight.com

IMPACT MAILERS Feel like your advertising and direct marketing budget isn’t getting the results you want? I found a company, Impact Mailers, that has the answer! With a higher read rate and response level than conventional mail, their direct-mail postcards are proven to attract new customers and maximize your return on investment. Their plastic mailers are custom designed, precisely targeted and feature a long shelf life. Also ask about their plastic key cards and gift cards. 888-983-225, impactmailers.com

BAKERSTONE Do you want to bake pizzas on-site but can’t afford a mobile pizza oven trailer? BakerStone’s Commercial Pizza Oven Box is an affordable, portable pizza oven that converts charbroilers and grills into gourmet pizza ovens. The patent-pending design raises the temperature of outdoor grills to that of a real wood-burning pizza oven. Unmatched baking performance is achieved by combining convective, conductive and radiant heat to quickly and evenly bake various foods. 855-657-6836, bakerstonebox.com

CURDTOWN The audience for deep-fried cheese curds is expanding, and I loved the two delicious flavors of cheese curds offered by CurdTown. The original was premium white cheddar goodness. and the seasoned style had a hint of Cajun spices with just the right amount of zest. These fried curds are packaged fresh, not frozen, and had more cheese and less breading. Offer them as appetizers, on burgers or even on top of a pizza—the possibilities are endless, and you can get free samples at their website. 763-273-8467, curdtown.com 70

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Heather WILSON Social Media Manager

TORK That chunky napkin dispenser on your tabletop is finally chipping in to make better use of its space. At the Tork booth, they gave me a sneak peek of their new high-tech dispenser, which replaces slots with tablets! You can create a slideshow of images to share new menu items, your restaurant’s history, upcoming events and promotions. And you can control it from your mobile phone or desktop and share the images to your social media pages. I highly recommend watching for this new product’s release date. 866-722-8675, torkusa.com

ZENREACH More and more customers expect you to offer WiFi at your pizzeria. With ZenReach, you can use WiFi to build your customer database and engage and target key demographics. “Marketing on autopilot” is the best way to describe this technology, which turns your hotspot into instant social media engagement. It’s a win-win for businesses and consumers, prompting customers to log in to social media or submit an e-mail address before receiving free Wi-Fi. You can collect that information to get to know your customers better! 415-299-8172, zenreach.com

TEMPCONTROL Initially the unique table designs caught my eye, but there was something more to Belgian company TempControl’s booth. Their soon-to-launch Pizza Plate (sitting in a bamboo peel) will keep pizza hot up to an hour. This product will be made to hold all sizes of pizza and will look appealing to your customers as well. With Tempcontrol’s innovative heating and cooling technology, there’s no need to rush while plating your pizza and getting it to your customer’s table. tempcontrol.com

AD JOY With AdJoy, it’s “game on!” in the world of advertising. Billboards, banners and commercials are what come to mind when I think of advertising, but now gaming applications are making headway. AdJoy is making ads interactive and more joyful. While playing a game on their phone or tablet, your customers can score points to actually win something from your restaurant. The rewards are embedded as characters, checkpoints, power-ups and more, and your restaurant’s logo appears throughout the game. 813-421-8334, adjoy.com 72

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TAKE IT The Pizza Industry

Census

A PMQ tradition since 2007

You Could Win $300!

PRESENT:

INDEPENDENT

PIZZERIA

COLLABORATIVE

FIRST STOP: 2017 NASHVILLE RALLY! WATCH YOUR INBOX FOR THE INVITE

COMING SOON: NEW ENGLAND RALLY!

What do pizza operators really think of our industry?

WATCH YOUR INBOX FOR THE INVITE

The trends, opportunities & biggest threats revealed!

Share your thoughts at pmq.com/census

WHERE WILL WE BE IN 2018? WE’LL BE IN CITIES THROUGHOUT THE U.S. AND WE’LL BRING SOME FRIENDS ALONG. MAKE SURE YOU’RE SIGNED UP FOR THE PMQ E-NEWSLETTER SO YOU DON’T MISS OUT!

For Yourself. For Your Industry.

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PIZZA WITHOUT BORDERS

Reporting international trends, events and cultural etiquette from around the world By Missy Green Melbourne, Australia

How to Make a Show Out of Making Pasta Customers love to see a pie fly in the air, but how can you give them a similar kick when preparing their pasta? That’s Amore Cheese in Melbourne found just the right way to impress pasta lovers—by putting on a show with a popular made-to-order entrée. The Quattro Formaggi Spaghetti is tossed in three different cheese sauces before being swirled around in a giant wheel of Parmigiano-Reggiano and scraped out along with more cheese. That’s Amore Cheese, which specializes in soft curd Italian products using locally sourced ingredients, has been doing festivals and events since 2009 and has found the “wow factor” of preparing pasta in a wheel to be unparalleled. “It was a challenge. No one in Australia had done it before, and we didn’t know what kind of reaction to expect,” says Serena Zen, marketing manager at That’s Amore Cheese. “Well, it was an immediate hit. For the 12 weeks of the Queen Victoria Market, we were the busiest stall amongst 30 food vendors! After we started making the pasta at the Night Market, people started talking about it and sharing thousands of pictures and videos on social media. So many restaurants in Melbourne and other food markets started to make it as well. We can definitely say that we started a trend.”

PMQ Pizza Magazine The Pizza Industry’s Business Monthly

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shake hands with true italian tradition. EXCLUSIVE NORTH AMERICAN IMPORTS BY ORLANDO FOODS.

andpicked and packed fresh & ripe with generations of tradition, Ciao brand Italian Peeled Tomatoes are produced specifically to meet the needs of Chefs and Pizzaioli alike. We take extra care in selecting our tomatoes to assure maximum maturity of raw materials. These tomatoes are packed in a heavy juice with added fresh basil to yield the perfect balance of whole tomatoes to fragrant, fresh tomato puree according to our most ancient tradition of the Vesuvio region.

CIAO ITALIAN PEELED TOMATOES, SERVE THEM WITH PRIDE!

CAPUTO: THE STRENGTH OF TRADITION, MADE IN NAPLES.

nly pure wheat is used in Caputo flours, never any additives or preservatives. Through our longstanding relationships with top wheat farmers around the world, we select only the best wheat available every season. We mill slowly, sacrificing speed for quality to avoid damaging the protein and gluten. Each of our flours was developed in concert with the Pizzaioli, pasta makers, and pastry chefs. We work with them to continiously assure our flour performs to their expectations.

Orlando Food Sales, Maywood, NJ 201-368-9197 | orlandofoods.com

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SMARTMARKET ROMAN PIZZA ACADEMY

SPONSORED CONTENT

Romans Armed With Scissors It’s not complicated, but Roman-style pizza takes time to learn—and anyone can at the Roman Pizza Academy.

ome wasn’t built in a day, and neither is Roman-style pizza. The dough for Roman pizza, also known as pizza in teglia or pizza al taglio, takes 72 to 96 hours to prepare and results in an incredibly light, chewy, crunchy, and airy pizza crust which can be topped with just about anything. It’s not a complicated process, but it takes time to learn—and anyone can at the Roman Pizza Academy. The Roman Pizza Academy grew out of an increased demand for specialized pizza skills and renewed interest in Roman pizza al taglio. “Pizza in teglia is unique,” says Massimiliano Saieva, lead instructor at the academy. “It’s not Sicilian. It’s not focaccia. It’s not ‘pan pizza.’ What you want is a firm, highly digestible crust with large, honeycomb-like air pockets.” Roman-style pizza will allow you to cut back on preparation time during rush hours, because most of the preparation is done in advance, leaving you more face time with customers during service. Although the rise time for the dough is long, serving pizza al taglio is a snap. Each one is par-baked and topped, ready to be cut with the traditional scissors, and finished off in the oven. “Americans like to see their food in advance,” says Saieva. “The Chipotle model has shown us that. Pizza al taglio gives you a beautiful display to catch your customers’ eye.” The texture of the crust allows tremendous versatility with toppings, unlike traditional round wood-fired pizzas, which usually can only support one or two toppings without affecting the quality of the bake. Toppings are limitless, but the high-end toppings are what really make this pizza shine: Porcini mushrooms, pistachio cream, truffle shavings and smoked salmon are just a few. Your creativity is the only limit. The Roman Pizza Academy teaches you not only how to make great pizza al taglio, but also offers everything you need to open your own pizzeria, including consultation, ingredients, equipment, and tools. Classes vary depending on how much experience you already have in pizza and where you want to take your new skills. “The majority of our students already own a pizzeria and are looking to make a change,” says Saieva. “We can help with either established classes at our school or on location, where we teach you in your own working environment.” To find out more, visit their website at www.romanpizzaacademy.com.

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IDEA ZONE OUR TOWN

SPONSORED CONTENT

New Mover Marketing: An Integral Part of Any Pizzeria’s Marketing Strategy

t’s almost that time! 2018 is just around the corner! Below are just a few reasons why you should factor Our Town America’s New Mover Welcoming program into your 2018 marketing budget. After six years of research and development, Our Town America, the nation’s leading New Mover Marketing program, knows that businesses want to invest intelligently in their marketing. That means paying low set-up costs and affordable monthly rates. Instead of paying to blanket every address in a ZIP Code, Our Town America Sponsors (clients) only mail to residents who are new to the area, avoiding wasted coverage. Our Town America also controls costs through Budget Billing, a program that allows sponsors to mail new movers only, up to a predefined monthly budget amount. This has been a hit as, according to the U.S. Census Bureau, roughly 40 million Americans move each year. When these newcomers move into your neighborhood, as a pizza shop owner, you want to reach them before your

competitors do. Four decades of Our Town America data shows that the majority of new movers who receive pizzeria gift certificates within their Welcome Package redeem them. This process repeats itself every month, allowing you to gain a steady stream of new movers every month. So, while both print and digital ads undoubtedly have their advantages, we suggest investing in New Mover Marketing for that exact reason – to reach a new set of impressionable new families each month. Our Town America’s TruTrak mobile application, which can be used in conjunction with the company’s New Mover Welcoming program, allows you to track customer response and analyze data at the point of sale. If you own a pizza restaurant, new mover marketing is a great bet for low-cost, effective marketing. There are pizza lovers in every new family in town. Now all that’s left to do is to make them your new loyal customer!

... 8 01 BE THE ONLY PIZZERIA IN YOUR CHOSEN 2 In ZIP CODES TO WELCOME NEW MOVERS Check Your Area Availability & Sign Up Online Now!

Track ROI with Our Town TruTrak™ smartphone app 78

• Reach a NEW set of new movers every month • Be our exclusive pizza partner in your area • Target by demographic neighborhood • Gather detailed data of new customers • Optional Budget Billing program

Call 1-800-497-8360 x226 OurTownAmerica.com

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IDEA ZONE MENUS FOR LESS

SPONSORED CONTENT

Sell More Pizza Daily With a Customized Pizza Calendar

hank your customers and make more money each and every month in 2018! Giving your customers a customized pizza calendar for your restaurant allows you to provide year-round promotions and coupons on a monthly basis, and Menus for Less can create them for you. Every page is fully customized with your restaurant’s name, address, phone number, website, daily/weekly/ monthly specials and coupons and can easily promote and provide your online ordering info. With customized calendars by Menus for Less, your restaurant showcases your menu variety with beautiful photography every month, featuring different pizzas, pastas and more. Each page also provides takeout reminders, sporting event dates, holidays, and special events, including the Oscars, Emmys and other major pizza ordering nights. Now you don’t have to spend more each month doing separate coupons, specials fliers or major marketing spends because the calendar you give out once does it for you all year long. There are dozens of reminders and offers packed into this beautiful, customized calendar for customers to order on holidays, sporting and TV event nights and much more.

Menus For Less offers the best quality calendars, menus and monthly coupons at the best price. They will beat any other offer and save you money with the guaranteed lowest price in the country. You save big and can order as many calendars as you need, from as few as 100 or 10,000-plus. Your fully customized calendar is printed on beautiful premium 80# gloss text paper and is 11” wide x 17” tall when opened. Each calendar features 32 pages of promotions and marketing for your restaurant, and you can get them for as low as 87 cents each! Menus for Less is the national high-volume, lowest-cost and high-quality printing and marketing company for pizza restaurants. Each week Menus for Less services hundreds of repeat and loyal clients. This customer loyalty stems from their friendly and supportive staff and the impressive design work from their award-winning design team, as well as their ability to tailor each and every project to the individual needs of each customer. They have an unwavering goal to meet and exceed the expectations of every customer. To order your 2018 customized calendars, call 877-221-0333 or visit www.MenusforLess.com.

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PRODUCT SPOTLIGHT

Bee Atomic: Email Isn’t Dead According to a recent study, 77% of customers prefer to receive marketing communications through email, while only 5% choose text messaging and 6% select social media. Start an email club for your restaurant by the end of 2017 with Bee Atomic, and they will waive the setup fee and provide six months of service for only $20.17 per month. 813-355-9977, beeatomic.com

Shake Up Your Branding Strategy If you’re looking an idea with multiple branding and marketing avenues, these cheese shakers are for you. Custom Cheese Shakers can be used as a giveaway item in addition to traditional table-top use. They work on several levels. Unlike standard promotional items that limit branding creativity, Custom Cheese Shakers have a variety of uses, making them functional and promotional. 844-424-5646, www. customcheeseshakers.com

The WOW Oven Factor Middleby Marshall has expanded the WOW!2 Series conveyor ovens with the new PS638G. Its VAF impingement technology allows full control of the air flow in the 38” baking chamber. Precisely designed air fingers, in combination with a low-temperature cook, deliver a top-quality bake up to 40% faster than traditional ovens. It can also cook chicken, sandwiches and more. 877-346-8367, middleby-marshall.com

The Secret to Healthier (and Greener) Pizza By acting as an oleophobic liner between your pizza and the box, StitZii’s liners create a barrier against permeating fats, oils and greases (FOG) to prevent contamination of the box and ensure its recyclability. StitZii is placed in the box, absorbing and trapping FOG materials, protecting the pizza box so that it can be recycled, and can be thrown away or composted. 844-784-8944 www.stitzii.com

CO INN

Empowering the Independents

Passionate About Cheese Perfection Bacio’s master cheese maker discovered that A Kiss of Buffalo Milk enhances both the taste and performance of the company’s pizza cheese, thanks to its rich and creamy flavor, distinctive stretch and return to life at reheat. Bacio is committed to becoming the premier pizza cheese of choice for leading independent pizzerias and restaurants. 855-222-4685, baciocheese.com

Slice has recently launched SliceOS, a new Android tablet application that enables independent pizzerias to have orders transmitted digitally to their shops. Slice OS allows pizzerias to easily keep track of incoming Slice orders and make adjustments on the fly without taking the time to confirm over the phone. And, by updating order statuses on the platform, SliceOS provides real-time order updates to customers. SliceLife.com

PMQ Pizza Magazine The Pizza Industry’s Business Monthly

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THE PIZZA EXCHANGE BULLETIN BOARD

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PMQ Pizza Magazine The Pizza Industry’s Business Monthly

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Join Team THE

AND START GETTING READY FOR THE 2018 WORLD PIZZA CHAMPIONSHIPS

COMPETE IN ONE OF OUR REGIONAL TRIALS TO SEE IF YOU CAN WIN A SPOT TO COMPETE WITH THE TEAM IN ITALY IN 2018 FHC CHINESE PIZZA COMPETITION, SHANGHAI, CHINA Date: November 14-16, 2017 Location: Shanghai, China Events: Culinary and acrobatics

SOUTHEAST CULINARY AND ACROBATIC TRIALS, CHATTANOOGA TN. Date: December 5th, 2017 Location: Mellow Mushroom, 2318 Lifestyle Way, Chattanooga, TN 37421

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INTERESTED IN JOINING THE U.S. PIZZA TEAM? Apply online at uspizzateam.com, or for more information about the U.S. Pizza Team, email join@USPizzaTeam.com, or call Brian Hernandez at 662-234-5481 x129

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THE PIZZA EXCHANGE PIZZA INDUSTRY RESOURCE GUIDE APPS

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PMQ Pizza Magazine The Pizza Industry’s Business Monthly

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

COMPUTER SYSTEMS: POINT OF SALE

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800.750.3947

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Choosing a POS: right the first time speedlinesolutions.com/PizzaPOS 1-888-400-9185 November 2017 pmq.com

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THE PIZZA EXCHANGE PIZZA INDUSTRY RESOURCE GUIDE DOUGH

DeIorio Foods

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

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• Dough Trays – extremely durable and airtight! Outlasts All Other Dough Trays • Dough Tray Covers – designed to fit! • Plastic Dough Knives – two ergonomic designs! • Dough Tray Dollies – heavy duty! Excellence in Customer service since 1955! The preferred dough tray of the largest pizza companies in the world. Buy direct from the manufacturer with over 25 years manufacturing in dough trays.

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

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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

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THE PIZZA EXCHANGE PIZZA INDUSTRY RESOURCE GUIDE FRANCHISING

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

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HeckersCeresota.com

00 FLOUR

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 FOOD DISTRIBUTORS

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

Bringing Italian Back to Pizza

FURNITURE/FIXTURES

Exclusive North American Importer of Ciao Tomatoes and Caputo Flour

Heat your Restaurant with SUNPAK®

201-368-9197 | orlandofoods.com

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

Quality Ingredients, Dependable Service

Give us a call or visit us online! 1-800-447-4211 www.SofoFoods.com Distributor Member of:

A Family Owned Food Distributor of Over 60 Years. Distribution Centers: Toledo, OH New Albany, IN Atlanta, GA Houston, TX

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

www.infradyne.com

888.317.5255

pmq.com/Recipe-Bank/ November 2017 pmq.com

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THE PIZZA EXCHANGE PIZZA INDUSTRY RESOURCE GUIDE GLUTEN-FREE PRODUCTS

INSURANCE

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

MAGNETS

Scan for Demo

Premium Flours Make Gluten-Free Tasty & Easy! Tel: 310-366-7612 E-mail: sales@authenticfoods.com Web: www.authenticfoods.com W H O L E S O M E & D E L I C I O U S ™ WHOLES

OME & DELICIOUS

MACHINERY/EQUIPMENT

™

1-800-426-0323

www.northernpizza.com

Ovens Mixers Prep Tables Walk-ins Parts Smallwares

MACHINERY/EQUIPMENT

PMQ Pizza Magazine The Pizza Industry’s Business Monthly

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THE PIZZA EXCHANGE PIZZA INDUSTRY RESOURCE GUIDE MEAT TOPPINGS

MAILING LISTS

Reach More Hungry Customers with an Occupant List

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

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

• Saturate neighborhoods with your message • Personalize for more effective campaigns • Save on postage It’s better than Every Door Direct Mail – and we’ll throw in free mailing software!

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

www.pizzamixers.com • 1-877-R-MIXERS

Get a Free Quote Now

www.melissa.com/hungry 1-800-MELISSA

The Original Variable Speed Mixer

MANAGEMENT

Varimixer Strong as a Bear. 800-222-1138

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

www.varimixer.com

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

V6OP

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

MARKETING IDEAS

MIXERS

Pizza’s Great Storyteller

Heavy Duty MIXeRS RS

Radio-style stories to bring customers in. Let pizza’s greatest storyteller make you a local pizza hero! • Fully-produced 1-minute pizza stories

Hear samples at PizzaTV.com/Rix

2-Year Warranty

Rix Quinn

60 qt. Pizza Mixer handles 50 lb. bag of flour Direct gear drive transmission • Rigid cast iron construction

Globe Food Equipment Co. | www.globefoodequip.com

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.

November 2017 pmq.com

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THE PIZZA EXCHANGE PIZZA INDUSTRY RESOURCE GUIDE ON HOLD MARKETING/PHONE SERVICES

PIZZA BOXES

Your food. Our custom-printed boxes. A winning combination. Ten case minimums. Pizza, sub, slice, kids and other boxes available.

800-626-0828 | starpizzabox.com ONLINE ORDERING

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*

Rectangular Flat Bread Boxes Available

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

Dinerware Integration Online Mobile Ordering Solution for Restaurants

Dinerware

PIZZA BOX LINERS

$99 Monthly imenutogo.com 0% Commission Go Mobile Today! (718) 676-7554

Grow Your Business with the power of online ordering More Orders. Starting Now.

SliceLife.com/JoinNow or (844) 880-2346

PIZZA BOXES PIZZA DELIVERY THERMAL BAGS

PMQ Pizza Magazine The Pizza Industry’s Business Monthly

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THE PIZZA EXCHANGE PIZZA INDUSTRY RESOURCE GUIDE PIZZA DELIVERY THERMAL BAGS

NOVEMBER SPECIALS

High Quality Pizza Tools

Made in Italy Since 1986 Phone 630-553-9135 sales@gimetalusa.com www.gimetalusa.com November 2017 pmq.com

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THE PIZZA EXCHANGE PIZZA INDUSTRY RESOURCE GUIDE PIZZA DELIVERY THERMAL BAGS

PIZZA OVENS

Stone Deck, Pizza Dome, and Bakery

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

WWW.XLTOVENS.COM PIZZA MARKETING

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

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

PIZZA OVENS

WOOD FIRED OVENS marraforni.com info@marraforni.com 888.239.0575 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 800-988-8103Fax: 360-650-1166 ................................woodstone-corp.com

PMQ Pizza Magazine The Pizza Industry’s Business Monthly

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THE PIZZA EXCHANGE PIZZA INDUSTRY RESOURCE GUIDE PIZZA PANS

PIZZA PEELS

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.

National Marketing, Inc.

www.nminc.com 800-994-4664

BAKEWARE SPECIALISTS

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

THE

PIZZA BUTLER!

734-266-2222

Fax: 734-266-2121

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

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

PIZZA SUPPLIES

pmq.com/Recipe-Bank/ November 2017 pmq.com

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THE PIZZA EXCHANGE PIZZA INDUSTRY RESOURCE GUIDE PIZZA SUPPLIES

PRINTING

PRIVATE LABELING

ALWAYS WITH YOU.

Come follow us, like us, and engage with us on these social media 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

REFRIGERATION

see more at

www.marsalsons.com

(631) 226-6688

ROOM KEY ADVERTISING

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 SAUCE

November 2017 pmq.com

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THE PIZZA EXCHANGE PIZZA INDUSTRY RESOURCE GUIDE SAUCE

SPICE FORMULATION, BLENDING & PACKAGING

TOMATO PRODUCTS

with a real passion for fresh-packed product

Neil Jones Food Company produces premium quality tomato and custom blend sauces packed from fresh, vine-ripened California tomatoes. We are a family owned and operated corporation. Our San Benito facility has been packing the finest tomatoes since 1915. We strive to bring you the very best tomato products, whether you prefer fresh-pack #10 cans or fresh-pack shelf-stable pouches.

njfco.com | 800.291.3862

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

The Best Tomatoes Italy has to Offer Imported to North America exclusively by Orlando Foods.

201-368-9197 | orlandofoods.com

SCALES Commercial weighing scales for restaurants, catering, delis, and other retail markets.

Pizza@YamatoCorp.com 262-236-0000

TABLECLOTHS

You Top the Pizza, We’ll Top the Tables! Updating your dining room is easy with our easy-care vinyl table covers … always made to your specs. Fabrics are also available by the roll. • 372 colors and 65 mix-and-match patterns • Covers are custom made within 2-3 weeks • Available with velcro, umbrella holes or elastic for a perfect fit. • No minimums required

View and order patterns online at Americo-Inc.com

Call 1-800-626-2350 FREE SWATCHES! 96

601 East Barton | West Memphis, AR 72301

PMQ Pizza Magazine The Pizza Industry’s Business Monthly

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THE PIZZA EXCHANGE PIZZA INDUSTRY RESOURCE GUIDE TOMATO PRODUCTS

Know a pizzeria that’s over 50 years old and a pillar of the community?

Nominate them for inclusion into the Pizza Hall of Fame!

WINGS

Visit

www.PizzaHallofFame.com for more information.

Are you a pizza-making genius? YEAST

PROVE IT!

Share your best recipes with PMQ - and the entire pizza-loving world in the Recipe Bank.

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

• Pizzas • Appetizers • Entrees

• Wings • Flatbreads • Salads

• Desserts • and More!

Submit your recipes TODAY at PMQ.com/recipebank! November 2017 pmq.com

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PIZZA HALL OF FAME www.pizzahalloffame.com

Dominick’s Pizza Shoppe Part of an astonishingly productive pizza family, one father-and-son outlet celebrates 50 years of staying small, simple and hospitable. By Tracy Morin

icilian immigrant Dominick Scavo was a true pizza pioneer in his family; at just 17 years old, he opened his first pizzeria with brother Sal in Brooklyn, New York, in 1965. Two years later, the brothers established Dominick’s Pizza Shoppe in Bridgewater, New Jersey, and Dominick soon passed the reins to Sal. The domino effect had begun: Dominick and his four brothers went on to open 50-plus pizzerias coast to coast, a tradition that continues today with networks of family members operating outlets in New York, New Jersey and Pennsylvania. But Dominick’s, the little location that could, is the oldest survivor, celebrating 50 years in 2017. “Pizza’s in the family, in our blood,” says Vito Scavo, son of Sal and owner of Dominick’s. “My dad and his brothers spent their lives opening, running and selling pizzerias—a real rags-to-riches story, because they

(Clockwise from left) A painting depicts the humble Dominick’s storefront; Sal and Vito man the shop; these Scavo family members—Sal, Dominick, Josephine, Vinny and John—have all opened pizzerias; Sal’s brother Vinny works the dough at Dominick’s; Sal spins a pie in the ’60s.

came from nothing and built an empire. But at one point my dad decided to keep just one location, and this has been our bread and butter, our rock.” Vito grew up in the pizzeria, but—at his father’s insistence—received an education before officially joining the business. After graduating culinary school, he embraced pizza as his niche while respecting Dominick’s roots, maintaining a limited menu where thin-crust and Sicilian pies still shine in a humble location that’s less than 1,000 square feet. “We don’t try to do it all; the one thing people come for is pizza, and that’s what I concentrate on,” Vito explains. “You don’t need to be the biggest or most glamorous place to do things right. Simple is better—that’s always been our motto.” Sal, though now less active in the business, still arrives regularly for his “pizza fix,” offering input, ensuring

operations are kept to standards and greeting longtime customers, some of whom have remained loyal for decades. “It’s kind of amazing to see those roots; my father served them, and now I serve them, their kids and grandkids,” Vito says. “It’s very heartwarming to have those loyal customers, feed the next generations and keep up what my dad started.” In fact, that face time is what Vito lives for: talking to people in the community, helping the local police department and youth sports teams, brightening a customer’s day with a fresh slice. “That’s what makes it great, that customer interaction,” Vito says. “Without them, we wouldn’t be here 50 years—and, hopefully, we’ll be here another 50 years. The high of the day is when you see you’re pleasing your customers. Working in a pizzeria is the greatest job in the world.”

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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Polly-O_AdCamp_PMQ_7.875x10.875.pdf

3/7/17

11:19 AM

THE

MOZZ MEANS A LOT.

CMY

You’re passionate. Which means you’ve got standards when it comes to your ingredients. And cheese is no exception—it’s a big deal. We get it. Cheese is a big deal to us too. We’ve built our history of award winning cheeses by using real New York dairy and traditional Italian methods. It has to be delicious, and it has to deliver taste, texture and performance because we know you can’t have it any other way. And neither can we. For more information about Polly-O, please visit polly-ofoodservice.com

MOZZARELLA

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RICOTTA

FRESH MOZZARELLA

CURD

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