PMQ Pizza Magazine December 2017 by PMQ Pizza Magazine

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

PIZZA MATTER. POWER 2018 YOUR FOOD.

OUR BOX. INGREDIENTS

PMQâ&#x20AC;&#x2122;S ANNUAL INDUSTRY REPORT

Digital Disruption Reaches westrock.com/pizza the Tipping Point

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YOUR FOOD.

OUR BOX. INGREDIENTS

MATTER. Consumers are paying attention to the ingredients in the food you serve. At WestRock, weâ&#x20AC;&#x2122;re equally careful about the choices we make when manufacturing your foodservice containers. Raw materials are sourced domestically and finished packaging meets FDA requirements for food contact. Email us at pizzaboxes@westrock.com or call us at 816.415.7359.

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PMQ PIZZA MAGAZINE | December 2017 | Volume 21, Issue 10

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

PIZZA POWER 2018 PMQ’S ANNUAL INDUSTRY REPORT

Digital Disruption Reaches the Tipping Point

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Featured Video at PMQ.com U.S. PIZZA TEAM HOSTS NORTHEAST GOURMET TRIALS Samosky’s Homestyle Pizza in Valley City, Ohio, played host to 20 pizzaioli competing for a spot on the U.S. Pizza Team and a free trip to the World Pizza Championship in 2018. Pizza styles covered the gamut, including a deep-fried pizza frita inspired by Roberto Caporuscio. Gourmet toppings ranged from fresh seafood and avocado to figs and cole slaw. To learn how winner Bradley Corbin, owner of Sloopy’s Sports Café in Lakeside, Ohio, took top honors with his unique Detroit-style Korean beef pizza, watch the video at PMQ.com/northeasttrials.

Exclusively On PMQ.com

Pizza Rules the Fast-Casual Sector Pizza now reigns supreme as the leading fast-casual restaurant model, representing 37% of all fast-casual eateries. So what lessons can independent pizzerias learn from this still-booming segment? We’ve listed some key takeaways at PMQ.com/fastcasual.

Hot or Not: Pizza Hut’s New Delivery Pouches Pizza Hut spent the past two years developing a new system to keep its delivered pies hotter and crispier. The chain even generated buzz with a limitededition pizza parka using the same materials. Find out how the system works at PMQ.com/pizzahutpouch. 6

Domino’s CEO Reveals Significant Sales Driver According to Domino’s CEO Patrick Doyle, the chain’s Piece of the Pie rewards program is driving sales growth and repeat business. But independents can get in on the action by dreaming up more creative ways to reward loyal customers. We offer some ideas at PMQ.com/ creativerewards.

How One Historic Pizzeria Chooses Its Tomatoes Frank Pepe Pizzeria Napoletana in New Haven, Connecticut, is famous for its tomato pies, which means there’s no hiding a bad sauce behind loads of cheese and toppings. Learn how Frank Pepe’s grandsons tastetest their canned tomatoes at PMQ.com/frankpepe.

PMQ Pizza Magazine The Pizza Industry’s Business Monthly

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PMQ PIZZA MAGAZIN

PMQ.COM PIZZA |

PIZZA R POWE 2018

PMQ’S ANNUALRY INDUST REPORT

on Digital Disrupti t the Tipping Poin

Reaches

The Pizza s Monthly

’s Busines

Industry m

| PMQ.co

The 2018 Pizza Power Report

ORITY ON

DECEMBER

21, Issue

| Volume

ON THE COVER

er 2017 E | Decemb

Contents

D'S AUTH THE WORL 2017

As we compiled this year’s state-of-the-industry analysis, one thing became crystal-clear: Today’s consumers want their pizza the way they want it and as fast as they can get it. For proof, look no further than Domino’s. By Liz Barrett LITTLE BOX PIZZA

FEATURES

What’s Your Story? Little Box Pizza Looking for a higher purpose in their lives, pizza restaurateurs Brad Nagy and Angelo Viscoso are helping to launch deserving would-be entrepreneurs into business for themselves. By Tracy Morin

30 58

Season’s Eatings If your menu remains unchanged throughout the year, you’re missing out on myriad opportunities to incorporate seasonal ingredients into unique and unforgettable menu items. By Tracy Morin

IL FORNO

The Magic of Digital Menus Digital menu boards give you the ability to entertain customers, reduce perceived wait times and upsell appetizers, gift cards, catering and more. By Liz Barrett

50 8

PMQ Pizza Magazine The Pizza Industry’s Business Monthly

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DEPARTMENTS

In Lehmann’s Terms: A Less-Than-Eggcellent Dough Additive Eggs can provide better browning characteristics and even a richer flavor, but are they worth the additional expense?

Think Tank: Crafting a Strategy for Chicken Wings Think Tank users recommend strategies for portioning and pricing wing deals.

The Social Connection: Top 5 Mistakes Pizzerias Make on Social Media Chris Wick and his team of experts explain why you may not be getting the best results from your social media marketing.

The Chef’s Corner: Mick Mahan

MICK MAHAN

Mahan isn’t just the bassist for Pat Benatar. He’s an accomplished pizzaiolo who knows how to rock a pizza recipe—and he shares one of his favorites with us. By Brian Hernandez

Recipe of the Month: Fresh Prosciutto Gluten-Free Pizza A successful gluten-free menu starts with enticing recipes, like this prosciutto-based winner from DeIorio’s.

Pizza Without Borders When it comes to ingredients, Italians take authenticity seriously. But for American pizzeria owners looking to use imported Italian ingredients, it’s buyer beware. By Missy Green

DEIORIO’S

IN EVERY ISSUE 6

Online at PMQ.com

Editor’s Note

From the Inbox

Moneymakers

Product Spotlight

Industry Resource Guide

Pizza Hall of Fame: Poretta’s Pizza After staking his claim on the Chicago pizza scene, Pat Poretta turned a teenage busboy into a worthy successor who has carried the company into the future. By Tracy Morin

Sponsored by

Get the Gluten Out Watch video w the recipe ith PM chef B rian He Q test at pmq rnandez deiorio .com/ gluten free!

DIRECTIONS: Brush the gluten-free shell with olive oil and crushed garlic. Top with shredded mozzarella cheese and bake at 550° for 6 minutes (or until cheese bubbles and begins to brown). Remove from the oven and top with spinach, dollops of ricotta cheese, black olives and slices of prosciutto. Garnish with the roasted peppers. Enjoy!

As more restaurants offer gluten-free options, the competition for these customers is getting stiffer. Here’s how to earn their business: Create a foolproof system. Enroll in a reputable glutenfree certification program to ensure strict standards in your kitchen. When it comes to cross-contamination, you can never let your guard down. Show that you care. Besides gluten-free pizza, create a gluten-free dish for each part of your menu, from appetizers to desserts. Communication is key. Make sure your waitstaff, phone staff and kitchen crew understand the needs of the glutenfree community. Train them to answer questions about your kitchen and how you prevent cross-contamination to provide a safe product. Reach out to the community. Work with gluten-free bloggers and local celiac support groups. Invite them to a special gluten-free tasting or host a celiac awareness night.

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LITTLE BOX PIZZA | STAMFORD, CT This new concept with a conscience uses the power of pizza and small business ownership to turn lives around. By Tracy Morin | Photos provided by Little Box Pizza

rad Nagy and Angelo Viscoso, founders of Little Box Pizza in Stamford, Connecticut, have opened four brick-and-mortar locations in New York over more than a decade in business together. But after enjoying so much success, the pair sought a higher purpose: How could they give back to those less fortunate? The answer came in the form of Little Box Pizza. By tapping into their backgrounds and know-how, they decided to launch well-deserving candidates into business for themselves, via a stationary food truck that churns out high-quality “everyday pies.” And, after recently opening its first location, Little Box is already registering rave reviews and massive media attention. Here, Nagy describes the concept with a conscience—and his high hopes for its future. 30

PMQ: WHAT WAS THE INSPIRATION BEHIND LITTLE BOX PIZZA? Nagy: Angelo and I have been partners a long time, specializing in wood-fired pizza restaurants. But the inspiration came from the desire to do something more significant with our lives. How could we impact other people with our skills and knowledge? We decided to use pizza and the power of small business to help others. PMQ: WHAT IS THE CONCEPT? Nagy: The idea was to use a food truck. Food trucks are hot, and we were able to put a full commercial pizza kitchen in the unit. Then we thought, why not get a permanent residence for the truck and serve the community, cranking out some real-deal pizza? So we got a land lease and parked the truck full-time.

PMQ Pizza Magazine The Pizza Industry’s Business Monthly

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(Clockwise from left) Brad Nagy, James Gibson and Angelo Viscoso opened the first Little Box Pizza in Stamford, Connecticut; the menu is dominated by specialty and build-your-own “everyday pies”; a stationary food truck houses the concept.

We’re organized as a benefit corporation, which is basically a for-profit business with a social mission. And our social mission is to create economic opportunities for people in need. It took some time to plan it out, make sure we could put a pizza kitchen in the truck, and produce with capacity and quality. We custom-built the whole Little Box truck, which is 30’. PMQ: WITH SO MANY WAYS FOR PIZZERIAS TO GIVE BACK, WHY DID YOU CHOOSE THIS MODEL? Nagy: For me, faith and God are a big part of it. We’re called to live a significant life and help other people. What do I know how to do, and how can I serve others? I was connected to [our first entrepreneur] James Gibson, who owns the Stamford location, and he has such an inspiring story. I know how to do pizza and how to run a small business, so we thought it’d be cool to take a guy like James, give him financing, teach him the business, and support him to be successful. The idea was to give somebody a hand up, not a handout. Giving them a small business in a box, they can be successful—and the harder they work, the more successful they’ll be. PMQ: HOW DID YOU KNOW JAMES? Nagy: I had to go to Rwanda, believe it or not! The church I belong to went there to do some service work, and I was with a buddy of mine on the trip. I was telling him about Little Box Pizza and its concept, and he said, “You gotta meet James, this guy I know back in Connecticut.” I thought, “Yeah, sure.” But when we came back, I met up with James, and he was just a fabulous guy. He had all the skills and talent but really just needed

an opportunity. James was working as a custodian at our church and had a family and kids, and it was a great fit for James to have a Little Box Pizza. PMQ: HOW DID YOU GO ABOUT OPENING THE FIRST LOCATION? Nagy: We opened in late summer. Before that, we spent three or four months training James in one of our restaurants. He had no restaurant experience, so we taught him how to make pizza and all of the elements of the operation. We really put him to the test, but we were looking for people with the right work ethic, the right aptitude, and, most importantly, the right character and values. James embodied all of those things, and our idea was to create an operation where a guy like him could be very successful. He had a big learning curve—and, with this being our first Little Box location, we were all learning. It was uncharted territory for us to create a pizzeria on wheels. We’ve built a bunch of restaurants in the past, but for the truck, every inch matters; it was a project to fit in everything we needed. It’s completely different than a brick-and-mortar location. We contracted an experienced food truck manufacturer, but we had to design every

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

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James Gibson and Brad Nagy spread the pizza love with a local Presbyterian church’s after-school program.

element of it ourselves. They don’t know our operation, so we designed the flow and equipment, and then they physically built the truck for us. PMQ: HOW IS THE ORGANIZATION SET UP FINANCIALLY? Nagy: For this initial unit, we put up the capital to set up the business—buy the truck and get it going. We’ll share the profits of the business, and James will eventually earn the majority of the profits once the initial investment is paid back. PMQ: WHAT IS THE MENU LIKE AT LITTLE BOX? Nagy: The formula is simple: premium pizza at a good value. We focus on honest, clean ingredients—antibioticand hormone-free cheeses and meats, for example. We like to create an everyday, world-class pizza. We use fresh mozzarella on every pie; that’s our standard. We do large and personal pies, and we have signature pies or craftyour-own. We complement the pizza menu with salads, fresh-stuffed cannoli with a bunch of custom cannoli creams, plus meatball sliders and garlic rolls for appetizers. A simple, focused menu was critical to make these folks successful, and to fit within the truck environment. 32

PMQ: WHAT HAS THE RESPONSE BEEN SO FAR FROM CUSTOMERS AND THE LOCAL MEDIA? Nagy: So far, customers have been loving it—the Yelp reviews have been five-star, and we’re really pleased at how much people love the product and the story. I think what we’re doing is so different. Most people don’t get the social mission aspect: “Wait, you’re putting someone else in business?” And we offer delivery from the food truck; customers can order online from the truck, and we bring it to them. We have our own app, online ordering and drivers—so it’s like a real pizzeria, except we’re on wheels that we don’t really use! PMQ: HOW WILL YOU FIND OWNERS FOR FUTURE LOCATIONS? Nagy: There’s no formal way in which we’re seeking candidates. We’re inspired by the stories we hear and the people we run into. Great-quality people are all around us, and we’re excited to see the ways we’ll connect with these people. The way we found James was so unconventional, it proved to me that these folks will be there. But people can recommend someone they know, people can volunteer themselves if they’re interested, and I think it’ll be fluid, how we connect with future operators.

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Fresh-stuffed cannoli with custom creams offer a sweet finish on Little Box’s Pizza’s pared-down menu.

James had such an inspiring story and is such a great guy—he grew up in the streets and was exposed to gangs at the age of seven, then lived a life of drugs, violence and jail before completely turning his life around and becoming a family man, working in the church. I’ve seen more people pop up because they were inspired by James’ story—to know they too can have a second chance. It’s just been a really good message for people. PMQ: WHAT ARE YOUR GOALS FOR GROWING LITTLE BOX IN THE FUTURE? Nagy: I think one of the unknown variables in the business as we started was, “Who are the owner/operators? How do we find the people?” And I think we’ve proven in this first unit that we can find incredibly talented,

Little Box Pizza founders look forward to future expansion through operators like James who are looking to turn their lives around.

high-quality people in need of an opportunity like this. As we expand, we’re looking to find more people like James and help put them into business. We’d like to see this grow as far as possible, with dozens or many more units one day. We’ll see where it takes us, but we have big ambitions. Tracy Morin is PMQ’s senior copy editor.

December 2017 pmq.com

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The 2018 Pizza Power Report A State-of-the-Industry Analysis Embracing speed and technology is the key to toppling the competition in 2018. Just ask Domino’s. By Liz Barrett

his year’s Pizza Power Report practically wrote itself. As we combed through the numbers and reviewed the year’s leading and trailing trends, the same

buzzwords and brands kept appearing. It became crystal clear that pizza consumers want their pizza the way they want it and as fast as they can get it. Fast-casual pizza chains like Blaze Pizza and MOD Pizza showed some of their best unit and sales growth yet, proving that consumers are still yearning for customization and speed in their pizza experience. Domino’s, meanwhile, has blazed new trails with digital technologies that, as we’ll explain later in our report, could soon move the chain into the No. 1 position over Pizza Hut. December 2017 pmq.com

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T R E N D S

2018 QUICK FACTS

C O M P A R E D

T O

2 0 1 7

P O W E R

R E P O R T

WORLDWIDE PIZZA MARKET

U N ITE D STATE S PIZZA MARKET

NO. OF U.S. PIZZERIAS

TOP 50 CHAINS AV E RAG E U N IT SALES

$134 BILLION

$45.1 BILLION

75,243

$577,909

Source | Euromonitor

Source | PMQ Estimate

Source | CHD Expert

•

FOCUSING ON CONSUMER NEEDS The big winners in the pizza race this past year were those who embraced websites, social media, online ordering and delivery technology. Many of the fastest-growing pizzerias also had the highest web rankings, illustrating that there’s a direct correlation between a strong web presence and healthy sales. On top of that, consumers are now spending as much money eating out as they do eating at home. According to a recent study in Consumer Reports, around half of every food dollar is spent at restaurants, equaling roughly $2,222 per person, per year. The survey of 68,950 restaurant-goers told Consumer Reports that nothing matters more in the choice of a restaurant than the taste and quality of the food. And while respondents were satisfied with about half of the restaurants listed in the survey, they did note areas that needed improvement, such as service that was lacking, restaurants that were too noisy, inattentive waiters, and long waits to order and get the check. Since we’re eating out more often, we’re also concerned about affordability. The Nielsen Global Out-of-Home Dining Survey polled more than 30,000 online respondents in 61 countries to 36

P I Z Z A

•

Source | Technomic

understand consumers’ out-of-home dining behaviors and preferences. The top three attributes that North American respondents listed as reasons for choosing a restaurant were Reasonably Priced Food (47%); Food Quality (30%); and Type of Cuisine (25%). These insights show us that even pizzerias with fantastic websites, great delivery and perfect social media pages can fail if consumers deem them to be too expensive or provide poor customer service. This year’s industry statistics and trends, presented here in PMQ’s annual Pizza Power Report, will illustrate key areas where you can focus your efforts to guarantee future growth within your business. Let the learning begin! MAKING HEADLINES Never one to shy away from the spotlight, pizza made its fair share of headlines in 2017. In February, a social media frenzy ensued when the president of Iceland, Gudni Thorlacius Johannesson, joked with high schoolers that pineapple pizza should be outlawed. In June, a tenacious team of pizzaiolos—led by industry giants like Giulio Adriani, Business Insider named Blaze Pizza as the fastest-growing pizza chain in the country and pizza itself as the fastestgrowing segment of all fast-casual restaurants.

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$45.1 Billion

VERO PIZZA & PASTA

UNITED STATES PIZZA SALES* *PMQ Estimate

Independent | $18.5 Billion Top 50 chains | $26.6 Billion

41% 58.9%

PMQ estimate was calculated using CHD Expert numbers that track independent pizzerias and Technomic numbers that track Top 50 chains.

Tony Gemignani and John Arena—gathered in Los Angeles to break the Guinness World Record for the world’s longest pizza. Pizza was also unsurprisingly labeled as the fastestgrowing segment of fast-casual restaurants in 2017, with Blaze Pizza named the fastest-growing restaurant chain in the country by Business Insider. But just as the industry was celebrating these victories, it also had obstacles to overcome—as did the rest of the hospitality industry. Those obstacles included devastating hurricanes in Texas, the Gulf Coast and Puerto Rico; fires in California’s Napa and Sonoma counties; and the ongoing battle for wage increases across the hospitality sector. No one can control natural disasters, but we can do our part when it comes to wages. “I pay my pizza makers a commission based on the volume we do each night,” says Paul Giannone, founder of Paulie Gee’s in Brooklyn, New York. “It incentivizes them to work harder, and therefore, they always make more than minimum wage.” Lenny Rago, co-owner of Panino’s Pizza in Chicago, says operators should not be afraid to raise prices to offset rising wages. “Most consumers will pay for quality,” he says. “You have passion for what you do, and you pick your ingredients to give the customer the best product possible. Let the customer know that quality can’t be automated.” This year’s ups and downs were reflected in an aboveaverage increase in sales, but with most of the gains going to chains. Euromonitor reported a North American industry increase of 4.58%, with chains seeing growth of 5.83%, while independents saw only a 2.65% increase. 38

Experimenting With Meal Kits The meal kit category has ballooned to more than $2 billion, according to research firm Pentallect, with restaurants just scratching the surface. According to the National Restaurant Association, 49% of consumers said they would buy meal kits to prepare at home if their favorite restaurant offered them for purchase. Pentallect’s research showed that, beyond enjoying the experience and the unique items, the main reason consumers use meal kits was “for convenience” (53%). The main reason others did not use meal kits was because they “had no real need” (42%). Pentallect noted that the reasons for not using a meal kit—which also included factors such as “can get what I need elsewhere” and “have not thought about it”—can be overcome with creative marketing. If you’re ready to experiment with meal kits in your pizzeria, start small, with just one or two of your most popular dishes. Make sure the ingredients can be delivered fresh and prepared within 30 minutes. Once the kits catch on, you can expand the offering.

INCREASED INDEPENDENT CLOSURES According to CHD Expert, there were 75,243 pizza restaurants in operation at the end of September 2017. A total of 4,992 new pizzerias opened their doors, while 5,291 closed. Independents opened 2,868 stores and closed 4,121, while chains opened 2,124 and closed 1,170. Last year’s report showed a net store loss for the independents of only

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INDEPENDENT PIZZERIAS VS CHAIN STORES L E S S

T H A N

1 0

U N I T S

M O R E

INDEPENDENTS

OPENINGS

T H A N

1 0

U N I T S

2,868

CHAINS

2,124

TOTA L P I Z Z A I N D U STRY

4,992

INDEPENDENTS

CLOSINGS

CHAINS

4,121 1 , 17 0

TOTA L P I Z Z A I N D U STRY

NET LOSS

-1,253 INDEPENDENTS

5,291

+954

-299

CHAINS

TOTA L P I Z Z A I N D U STRY Source | CHD Expert

42 units, while this year showed 1,253. Overall, however, the overall net loss of pizzerias for the industry this year was less than last year, at only 299 units. Despite an above-average number of closures from independents, they still account for a higher percentage of the total industry, with CHD Expert reporting 41,728 independents and 33,515 chains. However, per-unit sales for chain pizzerias are nearly 70% higher than that of independents, according to CHD Expert, with chains reporting $745,557 per store and independents reporting $443,258 per store. But don’t let per-store sales numbers get you down. Consumers still often choose independents over chains. In fact, Chicago-based food industry consulting firm Pentallect, in collaboration with Critical Mix, conducted consumer research that found consumers rated independent restaurants as superior to chains in 12 of the 15 studied key attributes across both operational and

emotional metrics. Some of the top attributes included being community-oriented, offering personalized service and sharing the customer’s values. INTERNATIONAL GROWTH Large pizza chains continued to expand beyond U.S. borders this year, with a keen focus on nations with rising disposable incomes. Pakistan is the world’s fastest-growing retail market, according to Euromonitor International, with Pizza Hut planning to double its store count in Pakistan to 150 over the next five years. Almost two-thirds of the 200 million people in Pakistan are younger than 30, according to Bloomberg, with disposable incomes doubling since 2010 and 40% of household expenditure spent on food. According to a recent article in The New York Times, many nations view Western foods such as pizza and fried chicken as status symbols, furthering the growth of December 2017 pmq.com

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WORLD PIZZA MARKET C U R R E N T

S A L E S

5 - Y E A R

$ 1 3 4 B I L L I O N ( 2 0 1 7 )

F O R E C A S T

2% 11% 3%

12%

Russia | $1.18B

Eastern Europe | $3.90B

Western Europe | $46.99B North America | $50.07B

28% China | $3.6B

Brown arrows indicate the seven regions that contribute to the total world pizza market of $134 billion. Separate breakouts for Russian and Chinese pizza markets. China metrics only include chain pizzerias at this time.

15% 18%

Asia Pacific | $10.85B

Middle East/Africa | $4.79B

Latin America | $15.07B

fast-food brands in places such as Ghana, Africa. And Euromonitor International showed sales at Middle East and Africa pizzerias (chain and independent) growing from $4.29 billion in 2015 to $4.66 billion in 2016. THE DOMINANCE OF DOMINO’S As this month’s PMQ cover illustration suggests, you can’t talk about pizza in 2017 without talking about the dominance of Domino’s. CEO Patrick Doyle has spearheaded an astonishing resurgence in recent years, as the chain overhauled its recipe and embraced technology to make ordering pizza as easy as pointing a finger. The Los Angeles Times reported in May that Domino’s stock had risen 5,000 percent since 2008, with same-store sales in the United States climbing for 24 straight quarters. As of July, Nation’s Restaurant News noted that Domino’s was “on track to take the pizza segment’s top spot in the near future,” muscling past longtime No. 1 Pizza Hut. Fast Company named Domino’s one of its Most Innovative Companies of 2017, in part because of its zero-click ordering app that, when opened, automatically sends in the customer’s preloaded preferred order after a 10-second countdown, not to mention its cloud-based AnyWare app that lets users order from their Samsung Smart TV, Play40

22%

10% Australasia | $2.01B

Source | Euromonitor International (Including a forecast from 2016-2021)

Station 4, Amazon Echo and even their car (using Ford’s Sync service). All in all, Domino’s offers at least 10 ways to order pizza online, including tweeting a pizza emoji via Twitter or opening a chat on Facebook Messenger. The company now gets more than 60% of its orders through these various digital platforms. In an October 12 interview with Jim Cramer on CNBC’s Mad Money, Doyle said “natural voice” is the next big development in pizza ordering. “We’ve been talking about natural voice as how we think people are going to interact with technology for a while,” he said in the interview. “We started investing in it three or four years ago. We’re seeing that play out now.” For its AnyWare suite of products, Amazon Echo’s Alexa voice service has been the strongest performer in terms of total number of orders, Doyle told Cramer. “That keeps growing. Google Home’s doing well. We’re looking at other ways we can use that.” But Domino’s isn’t just leading the way in ordering innovations. The company has also partnered with Ford to test autonomous delivery vehicles. A specially designed Ford Fusion sedan, which Domino’s has tried out with randomly selected customers in Ann Arbor, Michigan, boasts self-driving technology as well as an actual oven.

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RANK BY CATEGORY

TOP 50 PIZZA CHAINS

B Y A N N U A L S A L E S

SALES

UNITS

AVERAGE SALES PER UNIT

AVERAGE SALES CHANGE

CHAIN NAME

2016 U.S. SALES (X 1,000)

Pizza Hut

$5,751,381

$5,703,770

0.83%

7,689

7,822

-1.70%

$748,001

$729,196

2.58%

Domino's

$5,479,000

$4,800,000

14.15%

5,371

5,200

3.29%

$1,020,108

$923,077

10.51%

Little Caesars

$3,800,000

$3,525,000

7.80%

4,388

4,256

3.10%

$865,998

$828,242

4.56%

Papa John's

$2,931,550

$2,811,350

4.28%

3,331

3,290

1.25%

$880,081

$854,514

2.99%

Papa Murphy's Pizza

$884,780

$880,429

0.49%

1,537

1,496

2.74%

$575,654

$588,522

-2.19%

California Pizza Kitchen

$762,500

$737,600

3.38%

232

228

1.75%

$3,286,638

$3,235,088

1.59%

Marco's Pizza

$488,900

$418,000

16.96%

770

667

15.44%

$634,935

$626,687

1.32%

Round Table Pizza

$442,558

$424,107

4.35%

433

437

-0.92%

$1,022,074

$970,497

5.31%

Mellow Mushroom

$433,600

$398,400

8.84%

192

181

6.08%

$2,258,333

$2,201,105

2.60%

Cicis

$417,000

$422,100

-1.21%

440

445

-1.12%

$947,727

$948,539

-0.09%

Chuck E. Cheese's

$404,400

$392,000

3.16%

540

553

-2.35%

$748,889

$708,861

5.65%

Hungry Howie's Pizza

$378,222

$352,268

7.37%

548

0.00%

$690,186

$642,825

7.37%

Jet's Pizza

$368,400

$339,500

8.51%

404

384

5.21%

$911,881

$884,115

3.14%

Godfather's Pizza

$269,400

$299,200

-9.96%

448

551

-18.69%

$601,339

$543,013

10.74%

Pizza Ranch

$231,791

$228,646

1.38%

199

192

3.65%

$1,164,779

$1,190,865

-2.19%

Sbarro

$190,000

$212,600

-10.63%

305

333

-8.41%

$622,951

$638,438

-2.43%

Donatos Pizza

$189,900

$183,600

3.43%

157

153

2.61%

$1,209,554

$1,200,000

0.80%

Blaze Pizza

$184,500

$101,300

82.13%

169

104

62.50%

$1,091,716

$974,038

12.08%

Bertucci's

$184,200

$191,800

-3.96%

-3.49%

$2,219,277

$2,230,233

-0.49%

MOD Pizza

$149,800

$65,200

129.75%

187

103.26%

$801,070

$708,696

13.03%

LaRosa's Pizzeria

$149,403

$145,505

2.68%

-1.52%

$2,298,508

$2,204,621

4.26%

Pizza Pro

$139,500

$135,300

3.10%

468

462

1.30%

$298,077

$292,857

1.78%

Papa Gino's Pizzeria

$132,900

$144,680

-8.14%

155

163

-4.91%

$857,419

$887,607

-3.40%

Mountain Mike's Pizza

$130,700

$122,054

7.08%

180

164

9.76%

$726,111

$744,232

-2.43%

Villa Fresh Italian Kitchen

$126,000

$120,900

4.22%

220

218

0.92%

$572,727

$554,587

3.27%

Rosati's Pizza

$125,100

$118,100

5.93%

195

190

2.63%

$641,538

$621,579

3.21%

Anthony's Coal Fired Pizza

$123,100

$105,500

16.68%

19.23%

$1,985,484

$2,028,846

-2.14%

Mazzio's Italian Eatery

$121,600

$124,600

-2.41%

130

133

-2.26%

$935,385

$936,842

-0.16%

Gatti's Pizza

$121,000

$117,500

2.98%

5.95%

$1,359,551

$1,398,810

-2.81%

Fox's Pizza Den

$119,200

$124,200

-4.03%

230

242

-4.96%

$518,261

$513,223

0.98%

Ledo Pizza

$115,000

$109,978

4.57%

101

2.02%

$1,138,614

$1,110,889

2.50%

Giordano's

$99,100

$81,800

21.15%

14.55%

$1,573,016

$1,487,273

5.77%

Pieology Pizzeria

$93,400

$74,610

25.18%

131

67.95%

$712,977

$956,538

-25.46%

Pizza Inn

$88,662

$92,951

-4.61%

162

179

-9.50%

$547,296

$519,279

5.40%

Shakey's Pizza Parlor

$87,300

$83,200

4.93%

3.92%

$1,647,170

$1,631,373

0.97%

Imo's Pizza

$75,200

$71,900

4.59%

2.08%

$767,347

$748,958

2.46%

Dion's Pizza

$70,900

$62,300

13.80%

9.52%

$3,082,609

$2,966,667

3.91%

Peter Piper Pizza

$70,600

$65,800

7.29%

4.26%

$720,408

$700,000

2.92%

Toppers Pizza

$70,300

$59,778

17.60%

16.44%

$827,059

$818,877

1.00%

Famous Famiglia

$69,300

$78,200

-11.38%

-9.41%

$900,000

$920,000

-2.17%

Brixx Wood Fired Pizza

$67,600

$58,800

14.97%

6.67%

$2,112,500

$1,960,000

7.78%

Pizza Factory

$67,564

$60,750

11.22%

109

111

-1.80%

$619,853

$547,297

13.26%

Monical's Pizza

$66,700

$64,942

2.71%

1.59%

$1,042,188

$1,030,825

1.10%

Happy's Pizza

$63,900

$65,600

-2.59%

-4.11%

$912,857

$898,630

1.58%

Giovanni's Pizza

$56,400

$57,200

-1.40%

104

105

-0.95%

$542,308

$544,762

-0.45%

Simple Simon's Pizza

$53,700

$53,600

0.19%

180

184

-2.17%

$298,333

$291,304

2.41%

Me-N-Ed's Pizzeria

$53,600

$60,400

-11.26%

-9.09%

$1,072,000

$1,098,182

-2.38%

Pie Five Pizza Co.

$53,310

$25,338

110.40%

62.96%

$605,795

$469,222

29.11%

PizzaRev

$50,400

$33,200

51.81%

37.50%

$1,145,455

$1,037,500

10.41%

Sarpino's Pizzeria

$47,468

$47,006

0.98%

2.04%

$949,360

$959,306

-1.04%

2015 U.S. SALES (X 1,000)

SOURCE: TECHNOMIC

SALES CHANGE (%)

2016 U.S. UNITS

2015 U.S. UNITS

UNITS CHANGE (%)

2016 AVERAGE SALES PER UNIT

2015 AVERAGE SALES PER UNIT

SALES PER UNIT CHANGE (%)

BASED ON 2016 SALES

December 2017 pmq.com

pizzapower2018.indd 41

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INDEPENDENT PIZZERIAS VS CHAIN STORES L E S S

SALES TOTAL

$43.48 B ILLION

TOTAL UNITS 75,243

AVG. SALES

$ 5 77, 9 0 9 . 1 4

T H A N

1 0

U N I T S

M O R E

INDEPENDENTS

1 0

U N I T S

$18,496,263,682.65

CHAINS

$ 2 4 , 9 8 7, 3 5 4 , 0 3 1 . 74

INDEPENDENTS

41,728

CHAINS

INDEPENDENTS

$ 4 4 3 , 2 5 7. 8 5

CHAINS

$ 74 5 , 5 5 7. 3 3 2 0 1 6

To get their pizzas, customers must meet the car outside their homes and enter a number on the car’s automated keypad—it’s a delivery without any human interaction. And that’s the real test, company president Russell Weiner has said. “How will customers react to coming outside to get their food? We need to make sure the interface is clear and simple.” Even if self-driving delivery cars don’t catch on right away, there’s little doubt that Domino’s will continue to assert its dominance in the pizza chain segment through cutting-edge technology and e-commerce. But don’t count Pizza Hut out just yet. Chris Dargis, chief e-commerce officer for Pizza Hut U.S., has roughly doubled his tech department since November 2016 and ramped up the chain’s own digital ordering systems to keep pace with Domino’s. “Pizza Hut understands that digital, especially mobile, is where consumers are, and we want to step up the game around that,” Dargis told DigiDay.com in August. MENU MATTERS Pizza menus saw some action this year as charcoal, unicorn and cauliflower crust pizzas blew up on Instagram; Detroit-style pizza finally got its moment in the spotlight; and gluten-free and vegan slices edged their way into more

S E P T

2 0 1 7

Source | CHD Expert

areas. “We have an extensive vegan menu at all of our locations,” says Giannone. “We have housemade vegan sausage, cashew ricotta and jackfruit meatballs, and we use vegan cheese.” Giannone and Rago both report a boom in Detroitstyle pizza, while Jason Johnston, executive chef of National Harbor in Oxon Hill, Maryland, says he’s noticing a focus on the pizza process more than any particular style. “It feels like people are moving away from drawing pizza lines in the sand,” he says. “The trend is moving toward the guest looking for operators and chefs to own the genre they specialize in by being true to every aspect of the process.” Johnston says that this is achieved by honoring the dough making process for a particular pizza style, having the right oven, cooking at the right temperature, and delivering a stellar product to the guest. “All of these elements show that we respect the guest and we understand that we owe them that great, authentic pizza experience in our pizza genre specialty,” he says. EXPANDED TOPPING CHOICES Build-your-own fast-casual concepts have made it easy for consumers to go beyond pepperoni. Pineapple and

PMQ Pizza Magazine The Pizza Industry’s Business Monthly

pizzapower2018.indd 42

33,515

O C T

T H A N

11/17/17 3:39 PM

Gr of to Th

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pizzapower2018.indd 43

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ABOVE AVERAGE

STATE

STORES PER 10,000 PEOPLE

473

1,320,720

3.58

1080

3,074,190

3.51

Pennsylvania

4483

12,763,540

3.51

Massachusetts

2324

6,646,140

3.50

Connecticut

1240

3,590,350

3.45

358

1,050,290

3.41

2983

8,864,590

3.37

303

917,090

3.30

3771

11,544,230

3.27

New Jersey Delaware Ohio

557

1,855,410

3.00

New York

5845

19,570,260

2.99

Indiana

1941

6,537,330

2.97

Michigan

2763

9,883,360

2.80

North Dakota

195

699,630

2.79

South Dakota

223

833,350

2.68

West Virginia

AVERAGE

POPULATION

Iowa

New Hampshire

Rhode Island

Vermont

167

626,010

2.67

Maine

346

1,329,190

2.60

Montana

252

1,005,140

2.51

Missouri

1506

6,021,990

2.50

Kentucky

1090

4,380,420

2.49

Kansas

714

2,885,910

2.47

Illinois

3158

12,875,260

2.45

149

618,000

2.41

Florida

4642

19,317,570

2.40

Minnesota

1286

5,379,140

2.39

Arkansas

701

2,949,130

2.38

Nevada

654

2,758,930

2.37

Maryland

1387

5,884,560

2.36

Nebraska

427

1,855,530

2.30

Wyoming

129

576,410

2.24

Idaho

356

1,595,730

2.23

Oregon

867

3,899,350

2.22

Washington D.C.

844

3,814,820

2.21

1792

8,185,870

2.19

Wisconsin

1248

5,726,400

2.18

North Carolina

2099

9,752,070

2.15

Colorado

1115

5,187,580

2.15

Tennessee

1367

6,456,240

2.12

982

4,723,720

2.08

146

731,450

2.00

1316

6,897,010

1.91

Oklahoma Virginia

BELOW AVERAGE

STORES

South Carolina Alaska Washington

538

2,855,290

1.88

Texas

4900

26,059,200

1.88

California

7101

38,041,430

1.87

Arizona

1197

6,553,260

1.83

Utah

533

2,984,930

1.79

1745

9,919,950

1.76

New Mexico

340

2,085,540

1.63

Alabama

767

4,822,020

1.59

Louisiana

696

4,601,890

1.51

Hawaii

147

1,392,310

1.06

Mississippi Georgia

pizzapower2018.indd 44

TOP PIZZERIA STATES B Y

S T O R E S

P E R

C A P I T A

SOURCE: CHD Expert

Year Ending: Sept 2017

chicken may still be considered “adventurous” choices by traditionalists, but dozens of new ingredient options have emerged along the flavor spectrum. “I like to contrast sweet and savory when I’m coming up with a new pie,” says Giannone. “Our Monte Cristo pie, with mild Gouda, Canadian bacon and a maple syrup drizzle, is just one example.” “Pizza is, and has always been, an ever-evolving cuisine, especially when it comes to toppings,” says Joseph Englese, executive chef of National Market at MGM National Harbor in Oxon Hill, Maryland, which includes ZiZi’s Pizza. “One of the more interesting things that we have noticed with millennials is their love for ranch dressing and incorporating it into everything they eat, including pizza. At ZiZi’s, we experiment with a variety of toppings, like pineapple, clams and chicken, offering our patrons a chance to expand their palates, but we also maintain a constant presence of the traditional styles.” As Englese notes, it’s important to incorporate new ingredients while also maintaining tradition, which is reinforced in the most recent findings from Technomic’s 2017 Flavor Consumer Trend Report. Results showed millennials were twice as likely as baby boomers to order ethnic foods at least once a week, while boomers are staying in their comfort zone more than ever. The study did show, however, that there remains a desire for unique offerings, with 42% of the 1,500 respondents saying they expect restaurants to offer signature flavors they can’t get elsewhere.

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1.888.480.EDGE WWW.EDGEOVENS.COM pizzapower2018.indd 45

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Organic, locally-sourced ingredients are a big priority with today’s health-conscious pizza consumers.

LOCAL AND ORGANIC Consumers may be getting more adventurous in their topping and crust choices, but many are also nursing long-standing and new allergies, which leads them to request more locally sourced and sustainable ingredients. The Nielsen Global Health and Ingredient Sentiment Survey polled more than 30,000 online respondents in 63 countries to understand how consumers feel about the foods and beverages available on store shelves. In it, 31% of respondents from North America said they or someone in their household suffers from a food allergy or intolerance. We’ve already seen some of the big chains, such as Pizza Hut and Papa John’s, eliminate ingredients such as artificial colors, sweeteners and preservatives. This past April, Papa John’s launched a pilot program to introduce organic ingredients at select locations. “As the general public becomes more knowledgeable about food and food preparation, they will naturally be interested in where the food comes from,” says Derrick Tung, owner of Paulie Gee’s Logan Square in Chicago. “We do our best to focus on clean and local ingredients, but just as important, the quality of ingredients must be excellent, along with a price point that makes sense for our model. If not, it doesn’t make sense to use the ingredient over the long term.” When it comes to sourcing local, Giannone says he focuses his efforts on helping local businesses more than 46

Customization and Speed Are Key Beyond technology’s presence in every aspect of the pizza industry, two of the biggest takeaways from this year’s Pizza Power Report are the increasing desire for customization and the need for faster delivery. The more you can meet these metrics, the more loyalty you’ll be able to build, according to Brand Keys in New York, which studies customer loyalty engagement and recently ranked Domino’s, Papa Murphy’s and Papa John’s as the pizza leaders in Customer Loyalty Engagement. Robert Passikoff, Brand Keys founder and president, says, “The big driver of loyalty is taste and something that’s morphed into what we call ‘made-to-order’ taste. Consumers are looking for real quality in their pizzas and love the idea of customizing what they really want. “What’s gaining real momentum in creating loyalty is speed of delivery and ‘order options,’” Passikoff adds. “Based on the consumption numbers, Americans can’t get their pizzas fast enough. According to our expert loyalist consumers, there’s room for improvement in the delivery area, something the national chains don’t have an exclusive on.”

PMQ Pizza Magazine The Pizza Industry’s Business Monthly

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FAST-CASUAL CHAIN GROWTH S A L E S

G R O W T H

U N I T

G R O W T H

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130% 110%

103% 82% 68%

63%

63% 52% 38%

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specific ingredients. “We try to support local artisans that make products such as honey, ice cream, bakery goods, and other items that can help their businesses,” he says. Not everyone thinks local sourcing is such a big deal. Sometimes, what really matters is delivering on customer expectations, Rago notes. “I don’t know if local ingredients make a big difference, as long as you use a decent product that the consumer likes,” he says. But Johnston says if you’re asking customers to pay a premium, you should be providing a premium product. “Being locally sourced is always a focal point for cooks, chefs and pizzaioli,” he says. “This is extremely important for VPN and American artisan styles, where we’re asking the guest to pay up to $20 or more for a 10” pizza. It’s our responsibility to be giving the best, most seasonal ingredients to our guests.” NUTRITION LABELING The saga continues: In May 2017, the FDA extended the compliance date for menu labeling requirements from May 5, 2017, to May 7, 2018, allowing extra time to consider the costs and flexibility of the requirements. While many pizzeria operators breathed a sigh of relief 48

when given the extra time, new research shows that posting calories, whether or not it’s required by law, could actually increase your customer count. One study, “The Effect of Calorie Posting Regulation on Consumer Opinion,” was co-authored by data researchers from the University of Southern California, the National University of Singapore, and Cornell University. They analyzed 761,962 restaurant reviews across 9,805 restaurants in New York City from 2004 to 2012. The authors found a significant increase in the proportion of reviews that discussed health for chain restaurants, relative to nonchain restaurants. Additionally, in a Mintel survey of 1,799 internet users who have visited a pizzeria in the last three months, 41% said they would like to see healthier side items offered; 36% were interested in whole-grain pizza crust; and 31% showed an interest in organic ingredients. SMARTER ORDERING Remember when the phone would ring, you’d pick it up, and someone would ask for a pizza? Hard to believe that was only a few years ago. Now it seems like consumers will go out of their way just to avoid

PMQ Pizza Magazine The Pizza Industry’s Business Monthly

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PMQ TOP 20 CHAINS Highest Volume per Unit 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. 13. 14. 15. 16. 17. 18. 19. 20.

Fastest-Growing per Unit Sales

California Pizza Kitchen Dion’s Pizza LaRosa’s Pizzeria Mellow Mushroom Bertucci’s Brixx Wood Fired Pizza Anthony’s Coal Fired Pizza Shakey’s Pizza Parlor Giordano’s Wolfgang Puck Express Gatti’s Pizza Donatos Pizza Pizza Ranch PizzaRev Ledo Pizza Blaze Pizza Me-N-Ed’s Pizzeria Monical’s Pizza Lou Malnati’s Round Table Pizza

TOP

1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. 13. 14. 15. 16. 17. 18. 19. 20.

Pie Five Pizza Co. Pizza Factory MOD Pizza Blaze Pizza Godfather’s Pizza Domino’s PizzaRev Brixx Wood Fired Pizza Hungry Howie’s Pizza Giordano’s Chuck E. Cheese’s Pizza Inn Round Table Pizza Little Caesars LaRosa’s Pizzeria Dion’s Pizza Villa Fresh Italian Kitchen Rosati’s Pizza Jet’s Pizza

Papa John’s

Highest Web Rank 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. 13. 14. 15. 16. 17. 18. 19. 20.

Domino’s Papa John’s Pizza Hut Papa Murphy’s Pizza Marco’s Pizza Little Caesars Jet’s Pizza Hungry Howie’s Pizza Round Table Pizza Chuck E. Cheese’s Blaze Pizza Toppers Pizza MOD Pizza Donatos Pizza California Pizza Kitchen LaRosa’s Pizzeria Giordano’s Mellow Mushroom Mountain Mike’s Pizza Cicis

SOURCE: Compiled by PMQ using data from Technomic and Alexa.

talking to you. Some will avoid your pizzeria altogether if they find out that calling is the only way to order a pizza. And, with online ordering, consumers now have the option of ordering through a pizzeria’s website, a smartphone app, social media, with the help of a chat bot, or through a third-party website. EMarketer reports that 69% of internet users have ordered food delivery online within the past year, and large pizza chains—like the aforementioned Domino’s and Pizza Hut—are looking more like tech companies as they continue to dazzle customers with digital marketing and robotics. Meanwhile, some independent pizzerias that fought against online ordering are now taking a second look. Many have found that declining sales got a hefty boost after adding online ordering. All businesses, not just pizzerias, are looking at the big chains for their ability to take a consumer from online advertisement to order in a matter of clicks. Like Domino’s, Papa John’s now reports that digital orders make up more than 60% of its sales, while they account for about half of Pizza Hut’s delivery and carryout business. Numbers like that are hard to ignore. 50

PMQ’s 2018 Pizza Industry Census revealed that 58% of operators currently offer online ordering, owing 5% to 15% of their sales to the added feature. Before you write off online ordering as a delivery-only feature, about 40% of the order volume on Slice is for pickup and takeout, according to the online ordering company. More than delivery, online and mobile ordering is about providing convenience, accessibility and information to customers, whether they want to order for pickup, delivery, or dine-in. DELIVERING FASTER The introduction of third-party delivery companies has been a boon for struggling pizzeria operators who have been dealing with rising wages and turnover rates. But many have realized there’s no substitute for in-house delivery, especially if you’ve already been handling it successfully for years. When using third-party delivery partners, it’s vital to understand how well your food travels—along with a host of other considerations. In the survey by AlixPartners, among those who order delivery, 71% said they prefer to get delivery directly from the restaurant, while only 8% said they prefer it through

PMQ Pizza Magazine The Pizza Industry’s Business Monthly

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Don’t dismiss the effectiveness of a good customer loyalty program. According to a recent study by Mintel, customers are more likely to recommend premium pizza, such as California Pizza Kitchen or Blaze, to friends.

a third-party intermediary. There are also fees associated with third-party delivery that may not be worth it if you already have in-house delivery drivers on the payroll. Meanwhile, large companies continue to experiment with drones and robots that may eliminate the need for delivery drivers—both in-house and third-party— altogether. BUILDING LOYALTY Loyalty has been the buzzword this past year, with numerous studies and lists calling out the loyalty leaders in every industry from restaurants to cosmetics. Not surprisingly, pizza ranked high in the loyalty category, with chains such as Domino’s, Pizza Hut and Papa John’s right at the top. In the past, independent operators have dismissed loyalty programs as flash-in-the-pan money and time wasters, but many are coming around to the fact that loyalty is one of the top factors helping the chains around them grow by leaps and bounds. Loyalty goes beyond a stamp card. With the help of POS machines, brands can track when a customer orders, what he orders, and when he’s likely to order again. Some brands even use games, a tactic referred to as gamification, to encourage customers to play along and earn points toward food and drink rewards. Loyalty doesn’t always equal visits, however, as illustrated in a recent study by Mintel. Consumers don’t have a strong loyalty to one chain over another, the study concluded, and, when given the choice, they’d actually recommend more premium pizza, such as California Pizza

Kitchen and Blaze Pizza, to their friends. However, larger chains, with more locations, are visited more often than smaller brands due to their availability and convenience. SOCIAL MEDIA Boston-based Toast polled 450 restaurateurs in 2017 and found that, while 74% were using Facebook for their business, more than half of those surveyed do not use YouTube, LinkedIn or Snapchat, nor did they intend to in 2017. However, YouTube did show the most growth potential, with 28% of respondents reporting an intention to begin using YouTube. Pizzerias that have even one video on YouTube can claim their pizzeria’s channel on PizzaTV (register.pizzatv. com/join), helping to bring more exposure to their store through regional and independent promotions. In PMQ’s 2018 Pizza Industry Census, pizzeria operators reported their top three social media outlets were Facebook (81%), Twitter (35%) and Instagram (41%). According to Toast’s survey, restaurateurs are now spending the majority of their advertising dollars on social media ads, whereas in the past, marketing dollars were allocated to charity sponsorships and newspaper ads. While 47% of fast-casual concepts said they would increase their ad spend in 2017, the same Toast survey showed that 21% of pizzerias planned to decrease their ad spend—a greater decrease than any other type of restaurant concept. Ads and social media are just part of the equation. Online reviews are also an important factor affecting if and why consumers frequent your pizzeria. Only 9% of December 2017 pmq.com

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consumers do not read online reviews, according to a 2016 Local Consumer Review Survey conducted by BrightLocal. The research found that the top three ways consumers reviewed or recommended a local business were via word of mouth (68%), Facebook (47%) and Google (25%). Of the 1,062 survey respondents, 58% look at overall star rating when judging reviews, 59% look at two to three review sites before making a decision, and seven out of 10 said they would leave a review if they were asked. You can encourage reviews on your own pizzeria by placing reminders on checks, with tabletop signage and through thankyou emails. Creating a link to various review sites on your website is also a great way to boost your reviews. Need another reason to encourage reviews? Many online review readers will sort businesses by “highest rated” or “most reviewed,” meaning yours will fall to the bottom of the list if it has only a few reviews. STAFFING Employee turnover rates remained highest for the hospitality industry this year, leading some, most notably Zume Pizza in Mountain View, California, to explore introducing robots into the pizzeria kitchen. Similarly, RoDyMan (short for Robotic Dynamic Manipulation) is a robot that attempts to mimic a human chef who stretches and tosses pizza dough. The project has been going on for five years and is scheduled to debut at the Naples Pizza Festival in May 2018. Famed pizzaiolo Enzo Coccia was recruited to help in the robotic programming by wearing a sensor-tracking suit that follows his pizza making movements. In PMQ’s 2018 Pizza Industry Census, 46% of respondents said they would be interested in exploring robotics or automatic machinery in their kitchens. It doesn’t have to come down to robots, however. Operators acknowledge that hiring and keeping employees is tough but not impossible. “I hire people at an entry level,” says Giannone. “I don’t hire a dishwasher who wants to be a dishwasher. I hire a dishwasher who wants to be a pizza maker. They end up working harder because they want to move up to being a pizza maker.” Above all else in 2018, look at improving the speed of your processes. Whether that means faster delivery, more people answering the phones, or shorter wait times for food coming out of the kitchen, get food out fast and hot. If you haven’t explored online ordering, social media or delivery yet, this may be the year to start experimenting, either in-house or through a third-party provider. Be a pizza success, not a statistic. Liz Barrett is PMQ’s editor at large and author of Pizza: A Slice of American History. Heather Wilson, Rick Hynum and Steve Green also contributed to this report.

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Il Forno in San Antonio, Texas, offers a range of seasonal produceâ&#x20AC;&#x201D; including herbs plucked from its on-site garden.

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

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Season’s

EATINGS Stuck in a rut? Use fresh, local and seasonal ingredients to rejuvenate your pizzeria’s menu year-round while keeping your food dollars in the community. By Tracy Morin

s The Byrds sang in the ’60s, to everything there is a season, and the adage rings true in both life and nature. Who doesn’t relish that first crop of summer-ripe tomatoes, take comfort in stick-to-your-ribs sweet potatoes when temperatures drop, or celebrate the advent of spring with snappy asparagus spears? If your menu remains unchanged throughout the year, you’re missing out on myriad opportunities to tap seasonal ingredients for some truly unique menu items—and take advantage of the freshest produce available. These pizzeria owners and chefs explain how to harvest a bumper crop of profits in all four seasons.

IL FORNO

INGREDIENT INSPIRATION Availability of various in-season items varies according to your geographic location, so do your homework to find out what’s best and when. Slice Pizza and Brewhouse in Birmingham, Alabama, takes advantage of autumnal potato harvests with its Loaded Baked Potato Pizza. Slice also mines the nearby Gulf of Mexico for top-notch oysters in winter and celebrates crawfish season in spring with the Low Country Boil Pizza. December 2017 pmq.com

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KARA HOFFMAN

OATH CRAFT PIZZA

Ripe heirloom tomatoes make a colorful splash on summertime pies at Oath Craft Pizza.

But Slice’s sweet-and-savory summertime smash has caused the biggest stir: With fresh Chilton County peaches, smoked pork shoulder, Gouda, Parmesan, shaved red onions, arugula and almonds, the Chilton pie was featured on Cosmopolitan.com and in Sports Illustrated. At Boston-based Oath Craft Pizza, head of culinary operations Mike Hazen looks for asparagus and peas in spring, fresh heirloom tomatoes and corn in summer, and roasted tomatoes and meats in fall. For winter, he crafts salads and white pies that cater to customers’ healthy (if fleeting) new-year resolutions. “I like to make seasonal menu item and ingredient decisions based on people’s lifestyle choices,” Hazen says. “I see a big demand from our guests looking for transparency in healthy ingredients, so we top our pizzas only with non-GMO, chemical-free, sustainable, humane and ethically sourced ingredients.” Chef Jason Garcia takes a similarly painstaking approach when sourcing for Il Forno in San Antonio, Texas. He plucks his basil from the gardens out front. Summertime brings fresh summer squash and tomatoes, while, during the summer and fall, he cuts zucchini into ribbons for salads or slices for pizza toppings. Also in the fall, apples are procured from northern Texas, and hard squashes like butternut and pumpkin are available locally. The butternut squash is thinly sliced for a vinaigrette-laced

The Local Angle While it’s not required to work locally when sourcing seasonal ingredients, not doing so seems to defeat the purpose altogether. And today’s customers love knowing where their food comes from while uplifting the community as a whole. “We believe it’s our responsibility to take care of our local farmers,” says Terrill Brazelton, chef at Slice Pizza and Brewhouse in Birmingham, Alabama. “They’re taking the time and effort to produce quality products, so why not give them a try? It’s not that we ‘should,’ we have to—it’s imperative to the survival of our local economy, our city. And eating local is what people want. They want to feel like they’re making a difference for their community and local farmers, putting their dollars back into their community and supporting local business.”

salad when lettuces are less available, and pumpkin makes an appearance in antipasto. In the winter and spring, abundant crops of leafy greens translate to nutrient-rich salads, and other springtime greenery (arugula, broccoli, peas and pea shoots) reflects the return of foliage after winter’s chill.

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PMQ Pizza Magazine The Pizza Industry’s Business Monthly

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PRICING FOR PROFITS Seasonal-savvy chefs and owners agree that buying inseason, local produce can cost more—but customers are also willing to shell out for better tasting, fresher, sustainable ingredients. “People will pay for quality, for local, for helping their community,” says Terrill Brazelton, chef at Slice. “If you advertise locally grown and sourced ingredients on your menu, they will sell.” And, says Slice co-founder Chris Bajalieh, keeping in constant communication with farmers benefits both buyer and seller. “We might get a call that one farmer has a certain amount of heirloom tomatoes left to sell, and we

OATH CRAFT PIZZA

The Spring Fling pizza at Oath heralds the springtime with in-season ingredients like pea pesto, roasted asparagus and garden peas.

fluctuations. Maybe the price of eggplant rises one week, then the price of heirloom tomatoes decreases the next week. “You absorb on one end and gain on the other,” he says. “We can’t adjust menu prices every time that happens. It’s important that we stay consistent.” Garcia agrees that supporting people in his community while buying locally, sustainably and organically raised produce, costs more—but it’s worth it. “Because our costs are higher, we have to charge a little more than someone who buys bulk from across the world, but our clientele supports us keeping things local,” he says. “Part of the experience of eating here is that you know your food is a part of you,

“I see a big demand from our guests looking for transparency in healthy ingredients, so we top our pizzas only with nonGMO, chemical-free, sustainable, humane and ethically sourced ingredients.” — M I K E H A Z E N , OAT H C R A F T P I Z Z A

purchase those at a lower price,” he explains. “Then we get to create a special for our customers at a good price for them. And our customers know they can come back and expect something new and fresh every time.” Of course, Bajalieh adds, food pricing is erratic, and sometimes the operator must absorb some of those 62

because it’s a part of your region. That tomato has seen the same amount of rain and sun that you have, so you’re more connected.” And guests are kept well-informed with a board posted at the restaurant that tells them where its produce comes from that week—so they not only taste the difference, they see what they’re paying for.

PMQ Pizza Magazine The Pizza Industry’s Business Monthly

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“Part of the experience of eating here is that you know your food is a part of you, because it’s a part of your region. That tomato has seen the same amount of rain and sun that you have, so you’re more connected.”

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And there are ways to keep costs in check. First, Brazelton recommends knowing your customers and portioning appropriately. “Don’t price yourself out of your customer base,” he advises. “When you know your clientele, you know what they are— or are not—willing to buy. If there’s a choice between asparagus and superexpensive saffron, I’m going with the asparagus.” Minimizing waste also keeps costs down. For Garcia, shopping seasonally means that waste is usually a nonissue. For example, organic carrots are very small, requiring just a scrub and wash—meaning no peel waste. Meanwhile, a compost program for basil stems, onion ends and lettuce bottoms ensures that inedibles are repurposed, and any leftover produce (including tomatoes, carrots or cucumber) are pickled and preserved for use later in the year. “The challenges we face have less to do with having too much and more to do with having an abundance of a limited list of products,” Garcia explains. “We simply have to get creative to use the types of foods that are in season in multiple ways.” AN EFFORTLESS MYSTIQUE Oath Craft Pizza promotes its seasonal items through signage, website and social media, as well as in 64

PMQ Pizza Magazine The Pizza Industry’s Business Monthly

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11 17 17 3 42 PM

Think outside produce for seasonal inspiration; Slice Pizza and Brewhouse taps the Gulf in winter, highlighting fried oysters on its Rockefeller pie.

SLICE PIZZA AND BREWHOUSE

partnerships with key influencers. Hazen believes happy customers provide the best impetus to visit through impassioned word-of-mouth. Meanwhile, a new Monday family night, with coloring books and a free dessert pizza, offers something for the entire family to enjoy while exposing the business (and its latest seasonal items) to customers of all ages. Luckily, working seasonally creates an effortless mystique; after all, the limited-time nature of these items entices customers to visit, stat. Slice runs seasonal specials for only two or three weeks at a time to maximize supply and demand while exciting customers with new, cuttingedge combinations—and less commitment. “Don’t be afraid to make mistakes,” Brazelton says. “Link the customers to their area and let them explore their heritage and what is available and indigenous to that area or time of year. It makes them better buyers.”

In the spirit of that open communication, Brazelton believes social media is the most effective way to promote Slice’s seasonal menu items, but talking to regulars is also crucial. “If you change up your specials on a regular basis, your regular customers should be a part of that,” he notes. “It spreads by word-of-mouth, so get in touch with the familiar faces in your restaurant and make it fun and exciting for them. Whether it’s through social media, talking to your regulars, or table tents, make sure you get the word out there.” Finally, boost interest by thinking beyond the pie. In addition to seasonal specialty pizzas, Slice offers of-the-moment small plates and beers, also sourced locally. By spotlighting a beer in the pizzeria, the brewery drives traffic to Slice, creating symbiotic support. “It’s also important to incorporate your seasonal menu with your community involvement,” says co-founder Jeff Bajalieh. “We host a variety of events at the restaurant, including our brewery spotlights and fundraisers with nonprofit organizations every Tuesday (called Dough Raisers), and we participate in citywide events and happenings—all of which provide an opportunity to promote the seasonal menus and serve our unique pizzas while fostering community spirit and supporting local!” Tracy Morin is PMQ’s senior copy editor.

SLICE PIZZA AND BREWHOUSE

Slice’s summertime Chilton pizza, with local peaches, was featured in a Cosmopolitan.com article called “Where to Find the Weirdest, Most Delicious Slice of Pizza in Your State.”

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

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11/17/17 3:43 PM

Magic The

Digital Menus Experts share 5 effortless ways to improve your digital menu board and sell more pizza. By Liz Barrett

o, you bit the bullet and invested in a digital menu board. Now customers can see your menu in larger-than-life living color. So why arenâ&#x20AC;&#x2122;t you selling more pizza and appetizers, like the salesman promised? Digital menu boards are growing in popularity for a reason. They have the ability to entertain your customers, reduce perceived wait times, and help upsell appetizers, gift cards, catering and more. But itâ&#x20AC;&#x2122;s not just a matter of posting menu items and waiting for a cash influx. Read on to discover insider tips on how to effortlessly improve your digital menu board in order to better promote and sell your pizzeriaâ&#x20AC;&#x2122;s offerings.

December 2017 pmq.com

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COTTAGE INN PIZZA

There's no need to clutter up your menu with crazy fonts and elaborate imagery. Keep it clean and simple to draw your customers' eyes where you want them to go.

MAKE IT EASY TO READ. One of the most important aspects of any successful digital menu board is its readability. Many guests feel pressured when staring up at a big board faced with dozens of choices. Make it easy for them to immediately find what they want, and add something they didn’t even know you had. “When your designers are making the menu, it’s really easy to make it look pretty for the computer screen, but that’s three times smaller than what it’s going to look like when it’s in your store,” says Allison Loehr, head of marketing for Ann Arbor, Michigan-based Cottage Inn Pizza. “Make the menu too small, and you can’t read it; make it too big, and there’s too much white space. Make sure you have the ability to test the menu in the environment where it will be used, and don’t try to fit too much on it.” Colin Bovet, head of marketing and partnerships at Enplug in Los Angeles, agrees, adding that readability should always trump creativity. “Clearly showing the different menu options—so they’ll be readable at a distance—is the most important thing you can do,” says Bovet. “Don’t think using crazy fonts will make your menus more interesting.” Loehr says customers’ eyes will naturally be drawn to certain sections; you have to decide if that’s where you want your guests’ eyes to go. “As long as they can find the pizza name, size and pricing, that’s the basic information that needs to be accessed,” she says. “When you start clouding that with too much other noise and product 70

shots, that’s when it becomes an ineffective, pretty billboard that people can’t actually order from.” Loehr suggests figuring out what your menu anchor points are and following standards that say customers read menus from left to right. “Our breadsticks and cheese breads are at the front and top of the menu, while our pizzas are in the center,” she says. “Our regular pizzas have a white background so the images pop, and our gourmet pizzas have a blue background to draw the eye immediately toward them.”

“Clearly showing the different menu options—so they’ll be readable at a distance—is the most important thing you can do. Don’t think using crazy fonts will make your menus more interesting.” — C O L I N B O V E T, E N P L U G

MATCH YOUR BRAND. As with all of your other marketing materials, your digital menu board should match your brand. “Tie your menus into your brand as much as possible,” says Bovet. “Look at the color scheme and design of your restaurant, website, and existing marketing materials for inspiration.”

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The Tipping Point Weâ&#x20AC;&#x2122;ve reached the tipping point... OVER HALF of all pizza operators now use online ordering, according to the early results of The 2018 Pizza Industry Census still in progress through January 1st. Take the survey to know where your industry is heading.

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“We like to utilize certain sections for upselling….The upselling portion shouldn’t conflict with the need for essential information about the pizzas and pricing.” — A L L I S O N L O E H R , C OT TAG E I N N P I Z Z A

Add your own personal touch by featuring a video that welcomes guests to the store or highlights your pizzeria’s recent community involvement. “At our Waterford store, the owner included a video that talks about him opening his store, so when guests walk in, they see a video of him talking on the menu board, and then they see him in the store,” says Loehr. “It gives it a really nice, personal feel.”

MAKE IT MOVE. Everyone notices when something is in motion. “The perceived wait time for customers should be less when looking at your digital menu board,” says David Dotan, digital sales for Digital Menus USA in Miami. “They should not be getting bored; they should be entertained by your menu board.” Consider a spinning pizza next to your daily special or a spinning star that calls out the chef ’s favorite items. “Since you don’t have a lot of space to describe the menu items, show a photo of the item and, at the same time, have the item highlighted or underlined on the menu while the picture is showing,” Dotan suggests. “They’ll be able to associate the item name and the photo.”

Dotan recalls a menu board that utilized a small butterfly that moved around an otherwise static menu to encourage orders of specific items. Called the Java City butterfly, it would move to higher-margin items if the line was short and quicker-to-prepare items if the line was long. While motion via video and photos is good, menu flipping is not. “We strongly recommend keeping most of the menu static, because it’s frustrating for customers when they’re trying to read a menu, only to have the entire menu disappear and change,” says Bovet. “Flip through different images on the menu, or better yet, have an entirely separate screen dedicated to rotating product photos, promotions and even engaging elements like live social media walls.” Dotan agrees, adding, “People get upset when you flip over the whole screen. If you have a very large menu that won’t fit, it’s better to scroll up your text line by line.”

MAKE THEM SALIVATE. Social media is proof positive that consumers love to scroll through photos and videos of food. A

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menu board can take advantage of—and It’s important to design the menu so integrate—many of those same elements. that your promotions don’t distract from “Photos and videos play a crucial role in a the actual menu, according to Loehr. menu board,” says Bovet. “We recommend “We like to utilize certain sections for showing two to three professional photos upselling,” she says “There are two screens of your pizzas that highlight your popular that show the menu and one that’s used While you should stick to beautiful and high-margin items.” for promotions such as Pepsi, appetizer photography of your food, colorful custom Dotan suggests taking it a step fur- graphics are a good second option to get and dessert upsells. The upselling portion ther and focusing specifically on your customers interested in your product. shouldn’t conflict with the need for esseningredients if you want to get those guests' stomachs tial information about the pizzas and pricing.” growling. “When you integrate photos and videos, focus Loehr adds that everyone usually knows what pizza on the ingredients,” he advises. “For example, show melt- they want, but they may not know that they can add on ing cheese on top of a pizza or the toppings falling down a dipping cup or an order of gourmet cheese bread. “We on top of the pizza. Seeing someone put a pizza into the have special promotional squares on our digital menu oven does nothing. It’s all about the close-up—coming board that let guests know about add-ons,” she says. “We in as close as you can to the ingredients of the pizza.” also have stores that promote their lunch specials during While you’re at it, Dotan says you can integrate some lunchtime and then switch back once lunch is over.” of those amazing Instagram food photos right into your When Cottage Inn introduces a new item, an entire menu board. “Picture-based social media feeds like Ins- screen is dedicated to it, according to Loehr. “Rather than tagram should be featured on your digital menu board,” change our whole menu, we throw a little more force he says. “If you had a hashtag for #pizzaoftheweek, you behind it by having an entire screen say, ‘Try this today’ could have interaction with your customers showing right or ‘Ask us about our new product,’” she says. on the menu.” And with the guidelines concerning menu nutritional information still up in the air, Bovet suggests offering a SEPARATE AND PROMOTE SPECIFIC ITEMS. section for your health-conscious guests. “If you don’t With so much to fit on your digital menu board, want to show calories on all items, one good hybrid you may wonder if there’s space left over to include spe- option is to use an icon like a heart next to healthy items cial promotions and upsell items. Experts say it’s best to to help guide customers,” he says. Liz Barrett is PMQ’s editor at large and author of Pizza: A Slice of American History. separate them from the main menu.

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