PMQ Pizza Magazine May 2018 by PMQ Pizza Magazine

PIZZA MAGAZINE THE WORLD'S AUTHORITY ON PIZZA | PMQ.COM | PIZZATV.COM

May 2018

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CLEAN LIVING How to tidy up your menu with additive-free, minimally processed ingredients and sell more pizza to health-conscious customers. P A G E 3 6

Move Over, Meat! 46

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May 2018

PIZZA MAGAZINE THE WORLD'S AUTHORITY ON PIZZA | PMQ.COM | PIZ ZATV.CO M

PMQ PIZZA MAGAZINE | Volume 22, Issue 4

May 2018

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

CLEAN LIVING How to tidy up your menu with additive-free, minimally processed ingredients and sell more pizza to health-conscious customers. P A G E 3 6

Move Over, Meat! 46

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AS SEEN ON PIZZATV.COM FROM SCRATCH WITH KATIE SPOTLIGHTS SEOUL TACO PIZZA Katie Collier, owner of Katie’s Pizza & Pasta Osteria in St. Louis, welcomes David Choi, founder and CEO of local eatery Seoul Taco, to an episode of her web show, From Scratch With Katie. Choi, who has also opened Seoul Taco locations in Champaign, Illinois, and Columbia, Missouri, fuses Korean and Italian flavors in his famous Seoul Taco Pizza, featuring bulgogi (Korean barbecue steak) and kimchi. P I Z Z AT V. CO M / V I D E O/ S E O U LTA CO P I Z Z A

EXCLUSIVELY ON PMQ.COM

SEARCHING FOR A GOOD SLICE IN BULGARIA On his recent tour of the Balkans, writer Ryan Galer didn’t have to look too hard to find pizza by the slice in Bulgaria, but some of the options were fairly bizarre—from ketchup and mayonnaise for condiments to pickles and smoked chicken hiding under heaps of stringy cheese.

LIFE’S A BEACH PIZZA Just in time for swimsuit season, PMQ’s Liz Barrett has uncovered a little-known style called beach pizza. Described as a cousin to Old Forge-style pizza, beach pizza reportedly originated in Lawrence, Massachusetts, and has a crispy, flaky crust with an extra-sweet sauce. P M Q . CO M / B E A C H P I Z Z A

P M Q . CO M / B U L G A R I A

GERMAN PIZZA AND BEER FOR LIFE

HOW TO MAKE WILD-GAME PIZZA

What could be cooler than a restaurant offering beer for life at a cost of $1,000? The Brewtorium Brewery and Kitchen in Austin, Texas, used this limited-time offer to create buzz for its February opening—and the beers pair perfectly with the brewpub’s German-style pizzas.

PMQ hunted down Field & Stream editor Colin Kearns for tips on making a venison pizza in a cast-iron skillet. And if that’s not wild enough for you, check out his pizza recipes featuring dove breast with jalapeños, or pheasant breast with Fontina cheese, caramelized onions, bacon and shiitake mushrooms!

P M Q . CO M / B E E R F O R L I F E

P M Q . CO M / W I L D G A M E P I Z Z A

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IN THIS ISSUE

MAY FEATURES ON T COV HE ER

ADRIAN MUELLER

DANIEL PEREA

DOUBLE Z ER O

Consumers are more educated than ever about “clean” ingredients—but what does the term even mean, and how can you meet this growing demand? By Tracy Morin

Valley-Style Pizza: 34 Ohio Cold Toppings Are Hot

MS PARK

Over, Meat: 46 Move Protein Substitutes

13 Ways to Win with Instagram

5 Ways to Reduce Employee Turnover

52 Marketing On the Move

Fancy Food Show 2018

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IN THIS ISSUE

In Lehmann’s Terms: How to Keep Your Wood Work Surface in Tip-Top Condition PMQ . CO M/D O UG H

Accounting: Beware the “Liability Shift”

The Think Tank: Driver Error

20 22

Pizza Without Borders: Balsamic Vinegars

The Chef’s Corner: Chris Decker

Pizza Hall of Fame: Johnny’s Pizza House

IN EVERY ISSUE 6 14 16 26

Online @ PMQ.com From the Editor From the Inbox The Art of Marketing

28 32 80 82

Moneymakers Recipe of the Month Product Spotlight The Pizza Exchange

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.

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IN THIS ISSUE - VIDEO

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Check out all of the video content on PMQ.com and PizzaTV! LIVE

As Seen on PizzaTV.com:

The Seoul Taco Pizza PizzaTV.com/video/seoultacopizza

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34 36

Chef’s Corner: Q&A with Chris Decker | PMQ.com/0518A Recipe Video: The Stella | PMQ.com/0518B

Best Served Cold: Ohio Valley-Style Pizza PMQ.com/0518C Clean Ingredients: What Does ‘Clean’ Mean? PMQ.com/0518D

Pizza Hall of Fame: Johnny’s Pizza House PizzaTV.com/video/johnnyspizzahouse

Video Product Spotlight Authentic Foods Gluten-Free Crust Mix | PMQ.com/0518E Italforni TS Conveyor Oven | PMQ.com/0518F DeIorio’s Dough Flats | PMQ.com/0518G Pierce Chicken Wing Dings | PMQ.com/0518H

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FROM THE EDITOR

Rick Hynum Editor in Chief

KEEN ON GREENS AND GRAINS For this month’s column, I thought I’d take a chance and rant about plants, maybe even do a little dance in my underpants to celebrate a burgeoning romance, preferably in France. Sorry, I had to get that out of my system. Now and then, I feel it’s time to bust a rhyme, and I’ll do it for a dime. There really is a burgeoning romance, it seems, between American consumers and the plant world. A Datassential study, released in early April, found that customers are demanding more plant-based options on restaurant menus, suggesting, as Nation’s Restaurant News (NRN) reported, that “the definitions of how we eat are more fluid than ever.” In other words, Mom doesn’t have to remind us to eat our veggies anymore. Plant-based foods that made us grimace and groan as little kids—broccoli, for example, or Brussels sprouts or beets—have found new acceptance and earned an honored place on the dinner table and even on our pizzas. (Well, maybe not beets. I’m sorry, I have zero tolerance for beets. I don’t know what God was thinking when He invented them, but I’m sure He never intended them as pizza toppings.) Anyway, the Datassential study found 34% of consumers eat a totally vegan meal at least once a week, while a surprising 51% like their meat blended with grains and veggies. According to NRN, this meat-plant fusion, such as a hamburger blended with mushrooms, “reduces the negatives about a burger (fat,

cholesterol) and increases the good (fiber, vitamins).” The label for people who crave a balanced mix of meats and plants is “flexitarian.” Of course, most of us have always liked a side of veggies with our meat entrée, and vegetables like mushrooms, onions and bell peppers have long been popular pizza toppings. But the preference is clearly trending upwards. A report from Culinary Visions Panel found that 88% of consumers are keen on greens and grains. The same survey indicates that millennials (ages 18 to 34) care deeply about ethically sourced and clean, organic foods; in fact, 60% of consumers under 35 believe organic foods taste better. To learn more about clean ingredients—and what that term actually means—check out “Clean Living,” Tracy Morin’s cover story on page 36, followed by her article, “Move Over, Meat” (page 46), which explores plant-based substitutes for meat toppings. As Katie Borger of Boston’s Pizza told Tracy, “There is undeniably a paradigm shift in how consumers are eating.” Fortunately, it’s a shift to which pizzeria owners, with their veggie-loaded fridges, can easily adapt. There’s no food in the world better suited to this trend than pizza. And that’s a good reason to dance in your underpants.

May 2018

PIZZA MAGAZINE THE WOR LD'S AU THOR ITY ON P IZ Z A | P MQ.COM | P IZ Z ATV.COM

PMQ PIZZA MAGAZINE | Volume 22, Issue 4

May 2018

ON THE COVER:

The Pizza Industry’s Business Monthly | PMQ.com

It’s time to come clean with your ingredients list and tidy up your menu. Cover design by Eric Summers

CLEAN LIVING How to tidy up your menu with additive-free, minimally processed ingredients and sell more pizza to health-conscious customers. P A G E 3 6

Move Over, Meat! 46

A Publication of PMQ, Inc. 662-234-5481 Volume 22, Issue 4 May 2018 ISSN 1937-5263 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 Editor at Large Liz Barrett, liz@pmq.com Senior Copy Editor Tracy Morin, tracy@pmq.com International Correspondent Missy Green, missy@pmq.com

Direct Mail: Marketing on the Move 52

13 Ways to Win with Instagram 62

Art Director Eric Summers, eric@pmq.com ext. 134

Test Chef/Event Coordinator Brian Hernandez, brian@pmq.com ext. 129

Creative Director Sarah Beth Wiley, sarahbeth@pmq.com ext. 135

Special Events Caroline Felker, caroline@pmq.com ext. 140

Senior Media Producer Daniel Lee Perea, dperea@pmq.com ext. 139

ADVERTISING

IT Director Aaron Harris, aaron@pmq.com ext. 133 Video Editor Blake Harris, blake@pmq.com ext. 136 Social Media Manager Heather Cray, heather@pmq.com ext. 137 Chief Financial Officer Shawn Brown, shawn@pmq.com Circulation Manager Sherlyn Clark, sherlyn@pmq.com ext. 120

Sales Director Linda Green, linda@pmq.com ext. 121 Senior Account Executive Tom Boyles, tom@pmq.com ext. 122

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

Sales Assistant Brandy Pinion, brandy@pmq.com ext. 127 PMQ Pizza Magazine (ISSN #1937-5263) is published 10 times per year. Cost of U.S. subscription is $25 per year. International $35. Periodical postage pricing paid at Oxford, MS. Additional mailing offices at Bolingbrook, IL. Postmaster: Send address changes to: PMQ Pizza Magazine, PO Box 2015, Langhorne, PA 19047. Opinions expressed by the editors and contributing writers are strictly their own, and are not necessarily those of the advertisers. All rights reserved. No portion of PMQ may be reproduced in whole or part without written consent.

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What's my Italian Inspiration? Creating luscious

bites that people feel good eating. A great pizza is all about three things: the dough, the sauce, and the cheese. I chose the cheese for my famous Chicken Piccata Pizza in a blind taste test. When I found out it was Galbani®, I wasn’t surprised. It tasted like the summers I spent at my grandfather’s olive farm in Italy. Prova Pizzabar is a success because of the choices I make. And I’m proud to choose Italy’s favorite cheese. —DONATELLA ARPAIA, CHEF/FOUNDER, PROVA PIZZABAR

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FROM THE INBOX

PIZZAS BY B RIA N C LOS SEN CO U RTESY GIU SEP P E’ S P IZ Z A

AN ARTIST’S TOUCH My brother and I operate two small pizza shops in Delaware. We have a gentleman working for us who can make any type of character, emblem or team logo into pizza art. Thanks to Brian Clossen’s talent, we were featured in Philadelphia news reports prior to the Super Bowl for a Philadelphia Eagles helmet pizza that he created. He also has been spotlighted in The News Journal and Middletown Life and on TV news reports by NBC and ABC affiliates. Please contact me if you would be interested in learning more. Anthony Elentrio Little Italy Pizzeria Middletown, DE

A GREAT PIZZA PLACE Since you are probably always on the lookout for great pizza places, I wanted to tell you about Giusseppe’s Pizza in Old Bridge, New Jersey. I grew up in an Italian family of pizza snobs, so when I find a good pizza place, I love to share! Their food is incredible. The owner, Carlo Castronova, goes out of his way to accommodate customers. He knew I had low hemoglobin, so he went back and made me the most incredible steak and spinach dinner to accommodate my diet. It wasn’t even on the menu! People flock from the Jersey shore to go to Giusseppe’s and experience out-of-this-world pizza, a cozy atmosphere and excellent service. It’s a friendly and family-oriented place to take your spouse and kids on Friday nights! Carlo is also very active in his community and a huge supporter of JAR of Hope, which raises funds for research to eliminate Duchenne Muscular Dystrophy. I just wanted to share this with you and hope you will feature Carlo and Giuseppe’s in a future issue of PMQ. Laurie Wing via email Thanks, Laurie. You are right—we’re always on the lookout for great hometown pizzerias like Giusseppe’s and will keep them in mind for future articles!

We’ve said it before, and we’ll say it again: Pizza art is a great way to generate positive publicity for any hometown pizzeria. We’ll certainly return to the topic of pizza art in a future issue of PMQ, so thanks for letting us know about Brian. STUFF WE LOVE

Sometimes it’s the simple promos that resonate on social media. Big Apple Pizza Bistro in Havelock, North Carolina (featured on PMQ’s cover in May 2014), runs a recurring “Guess the Number” contest that never fails to generate Facebook fan engagement. Customers simply have to guess a number between 1 and 200. The first person to guess correctly wins dinner for two. Share the post, and you can guess twice. These contests usually get an average of 50 guesses (in the form of comments) and 120 shares, ensuring that Big Apple keeps showing up in News Feeds all day long.

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PMQ_M

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IN LEHMANN’S TERMS

HOW TO KEEP YOUR WOOD WORK SURFACE IN TIP-TOP CONDITION Regular washing with water can lead to problems, but a good scrubbing and some mineral oil will save the day. By Tom Lehmann

Q A

We open our dough balls on a wood surface. After we wash it, the surface gets rough and needs to be sanded to maintain its smoothness. How can we solve this problem? The wood surface should not be washed in the conventional way. Ordinary washing causes the wood to absorb water, which raises the wood grain and results in the roughness you are experiencing. Instead, clean your wood surface regularly with a metal-blade bench scraper, held at about a 25° angle. This allows the square edge to remove any adhering material from the surface while also removing errant wood fibers, resulting in the development of a very smooth surface over time. When the surface must be washed, any water applied to the surface should be removed quickly to prevent water absorption. To do this, apply warm water to the surface and immediately scrub it with a plastic scrubbing pad or a plastic, bristly scrubbing brush (a pot brush works nicely). Then, using your bench scraper, scrape the surface (working with the grain, not against it) to remove the water and debris from the surface. The bench scraper will act like a squeegee, removing the water, while the square edge of the blade will remove any material stuck to the wood.

After thoroughly scraping the surface, wipe off any water and buff the surface with a clean, damp towel, turning frequently. Wipe it dry with a clean, dry towel. Let it air-dry for a few minutes and apply a coat of mineral oil to the wood to seal it. This might take several applications if the wood hasn’t been sealed recently; in that case, apply the oil and allow it to soak in, then apply again as needed until the oil begins to puddle on the surface. After an hour, wipe off any remaining oil and buff with a clean towel. The bench is now ready for use. I recommend buffing the surface before you leave for the night so the oil can thoroughly soak into the wood overnight. The next morning, give it a quick wipe with a clean towel, and the surface will again be ready to use. This deep-cleaning procedure generally needs to be done only once a week. For daily cleaning, I like to first scrape the surface, then apply some hot water and scrape it once

Tom Lehmann was the longtime director of bakery assistance for the American Institute of Baking (AIB) and is now a pizza industry consultant. PMQ . CO M/D O UG H

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again. Wipe off any residual water and finish by rubbing a light application of mineral oil into the wood. Unfortunately, I have seen beautiful wood bench tops destroyed or left in a condition where only complete resurfacing would restore them to workable condition. This happens when the bench scraper is used incorrectly. A new bench scraper has an edge that is perfectly perpendicular to the sides of the blade—in other words, the edge is square, not beveled like a knife, and the ends of the blade are rounded to prevent them from gouging the wood. With use, the blade becomes dull and rounded as the square corners are worn off. Now you have to apply additional force to the scraper to get it to perform properly, and the wood will likely be gouged as you keep adjusting the angle at which it is held, trying to make it work.

Instead, just resharpen the blade, putting a square edge on the blade, not a tapered, knife-like edge. To do this, use a long, fine-cut file laid on a flat surface and, holding the scraper perpendicular to the file, pass the scraper over the cutting edges of the file several times to reestablish the square edge. Wipe off the blade to remove any metal particles, wash and sanitize, and you’re good to go. Do this once a week or as needed to keep the bench scraper performing as it should. Over time, the rounded corners of the scraper blade will become more pointed/squared. When this happens, just make several strokes with the file over each corner to maintain the rounded profile.

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ACCOUNTING FOR YOUR MONEY

BEWARE OF THE “LIABILITY SHIFT” If you’re still not using EMV-compliant chip-card readers, you are setting yourself up to lose money. By Michael J. Rassmussen

Q A

What’s the deal with EMV and the so-called “liability shift”?

EMV, which stands for Europay, Mastercard and Visa, is the global standard for cards equipped with computer chips and the technology used to authenticate chipcard transactions. The nationwide EMV migration is well underway, with banks issuing new credit cards with EMV chips to their customers every day. EMV or chip cards, which encrypt bank information, are considered more secure than the old magnetic stripe cards. This is important, since the United States has a pretty serious issue with credit card fraud. So how will this affect your restaurant? For starters, you’ll need a new processing device to read the information in the chip cards if you haven’t already purchased one. And as of October 2015, businesses that don’t use an EMV processing device could be on the hook for fraudulent chip card transactions. If your POS system or credit card processor lacks EMV capability, you will either have to spend money to upgrade your hardware to be EMV-compliant, or the chargebacks will be significant—and you’ll be the one paying the price. This is called the “liability shift.” Not that long ago, if you ran a fraudulent card for a transaction at your pizzeria, the banks had to absorb the costs. Not anymore. Now, if someone pays you with a

fraudulent chip card and you’re not set up with an EMV card reader, it’s possible that you will have to eat the costs, not the banks. Also in the recent past, many merchants simply buried their heads in the sand, pretending they will never be affected by customer chargebacks. This is a big mistake. If you accept chip cards at your restaurant—and there are more and more of them—you need to upgrade to a compliant card reader. You should also keep in mind another problem: Some tech-savvy customers are taking advantage of this situation to get free meals. If your restaurant’s service or food doesn’t meet the customer’s expectations and he knows you didn’t run his card with an EMV device, he may simply call his credit card provider and negate the charge, knowing that you’ll be on the hook. Thanks to social media, more and more customers are aware of this option, so restaurants must protect themselves with the right technology!

Michael J. Rasmussen is the owner of Rasmussen Tax Group (rasmussentaxgroup.com) in Conway, Arkansas. PMQ . CO M/ACCO UN T IN G

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THE THINK TANK

HOW TO PREVENT DRIVER ERRORS

When a driver fails to deliver the customer’s entire order, should that employee be penalized? Our Think Tank members weigh in. Lawrence Margolin: What’s the best way to deal with drivers who forget certain items to be delivered and have to return for them and go back again to the same customer? Should they have to punch out to deliver the missed items? I want to stress to the drivers the importance of being responsible—it helps them get better tips and keeps customers happy.

everything. I penalize the driver. They have to go back to the customer’s house and fix it, meaning no more deliveries for that driver until they correct the problem. They will learn fast. pizzapiratespp: Just give your drivers a reminder to check the

orders more carefully in the future. Things happen, people make mistakes. Speak your piece and move on.

URNUTS: You can’t make them work off the clock. This

happened to us from time to time. If another driver had to correct the mistake, I would usually give them a few bucks out of my pocket. If it happens often enough with a specific person, that’s an issue. Steve L: You will either need to set up and enforce a policy that

requires checking off all of the printed items on the order slip before leaving the shop or, if this is only happening with one particular driver, maybe you should start looking for a new one. RobT: They should either have to check every order before they leave, or you could hire a delivery dispatcher who cross-checks

bodegahwy: You’re focusing on the wrong thing. The priority

is to get the right food, fresh and hot, to the customer who ordered it as promptly as possible. Also, do you need to do anything for the customer to make up for the inconvenience? Beyond that, I agree with some of the other comments. These things happen. Move on. If the same driver has the same problem over and over, give him a written warning that future service failures will result in him being fired. Over time, everyone will mess up, and everyone will pick up the slack to cover someone else’s mistake. As long as it’s spread around pretty evenly, everyone should be fine with it.

Get answers to your most perplexing problems and swap tips and ideas with the experts in PMQ’s Think Tank, the pizza industry’s oldest and most popular online forum. Register for free at thinktank.pmq.com. (Member posts have been edited here for clarity.) T HI N KTAN K.P M Q.COM

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THE CHEF’S CORNER

Chris aiolo s pizz ow to beat a g e V Las you h odds in r tells y Decke za industr epth iz p ’s in-d . z e the d n a 8A n 1 r 5 e 0 H / Brian t pmq.com a Q&A

CHRIS DECKER | M E T R O

PIZZA

A celebrated Las Vegas pizzaiolo shares a recipe with real star power: The Stella. | By Brian Hernandez Las Vegas: Bright lights, gushing fountains, noisy slots, thousands of hungry tourists. So what do you do when you’ve left all your money at the tables and you need a delicious meal? If you know what’s good for you, you head to Metro Pizza. With six locations in the Las Vegas area, including one in McCarran Airport, Metro Pizza offers one of the best slices you can find in Sin City. Started by cousins John Arena and Sam Facchini in 1980, Metro has been a longtime Sin City staple and quickly grew to be one of the “must-hit” pizzerias along the Strip. In 1997, the cousins added another pizza soldier to the ranks: Chris Decker. Having worked only in the pizza business throughout his early life, Chris thought this job would be just another stepping stone before moving on to something bigger and better. Little did he know that he would help Metro Pizza itself become bigger and better. For the past 21 years, he has been showing locals and tourists alike what it means to get good pizza in Vegas.

Vegas Seven has hailed Decker as “one of the city’s bestkept secrets” and the brains behind an assortment of “wildly imaginative” pies. The pizzaioli’s popular Instagram account, @everythingbutanchovies, features many of these culinary innovations, with combinations like bacon, bok choy and mizuna pesto (served on a poppyseed crust) or scrambled eggs, smashed avocado, ricotta, jalapeño pesto, bacon, chili oil and arugula. When I asked Decker, now a managing partner for both Metro Pizza and Lulu’s Bread and Breakfast, what kind of recipe he’d be sharing here in the Chef ’s Corner, he gave me a one-word answer: Stella. “This is a very simple pie, light on ingredients, but with a great taste and visuals. It has a lot of ‘star power.’” —Chris Decker

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THE STELLA

(inspired by Patrizia’s of New York) INGREDIENTS 20.5-oz. dough ball 6-8 oz. ricotta 3 oz. pizza sauce (preferably lighter, Neapolitan-style sauce) 4 oz. burrata 1-2 garlic cloves, thinly shaved 6-10 small basil leaves Salt and pepper Olive oil

Brian Hernandez, a longtime pizzaiolo, is PMQ’s test chef, U.S. Pizza Team event coordinator and a host on PizzaTV.

DIRECTIONS Flavor your ricotta with some salt and pepper to taste. You can also add any other flavors you like, such as zests or herbs.

of the starbursts.) Bake for 7 to 10 minutes at 550° to 575°F or until the crust is golden-brown and evenly baked.

Stretch your dough out to 16” and place it on a screen. About every 3” to 4” around the edge of the crust, make a straight 2” cut inward. Do this around the entirety of the crust. Place about 1 oz. of the ricotta in between two of the cuts. Grab the corners from each side of the cut and fold them over the ricotta, as you would when making a paper airplane. Pinch them together where they meet and make a seam. This should create a star shape.

When finished, plate the pizza, add the basil leaves, and place the burrata ball in the middle of the pie. Lightly drizzle the burrata and the pie with a touch more olive oil. Add a pinch of salt if desired, and mangia!

R E L AT E D V I D E O R EA DY TO B ECO ME A S TA R P I ZZA MA KER ? LET B R IA N HE R N A N DE Z WA LK YO U T H RO U G H T HE S T E P S O F MA K IN G T H E ST E L L A I N T HI S EXCLUSIV E R ECIPE V I DEO: WWW. PMQ . CO M/0 51 8B B RO UG H T TO YO U BY

And there it is, the Stella, a pie inspired by Patrizia’s of New York and occasionally available at Metro Pizza (follow Metro Pizza on Facebook to find out when this and other special creations will be Add your light Neapolitan-style sauce to the middle featured; they’re usually offered on a first-come, of the crust and spread evenly. Drizzle with a little first-served basis). And next time you visit Las olive oil and the shaved garlic. Vegas, save a little money for Chris Decker’s unique Bake on a screen, or at least until firm enough to creations at Metro Pizza and let all your Sin City remove and place on a stone. (You can make this woes be washed away. This is one story you can on a peel, but the screen helps maintain the shape take home from Vegas with you! MAY 2018 | PMQ.COM

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THE ART OF MARKETING

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

Liz Barrett Foster Editor at Large

May 2018 Top Marketing Tips & Tricks HOST A SUMMER SOLSTICE PARTY Kick off the summer with an outdoor party complete with pizza, eating contests, a dunk tank and more! If you can’t move everything outside to the patio or parking lot, consider renting an outdoor space for everyone to gather. There’s no better way to get to know your guests than over slices of pizza in the sunshine. During the event, take lots of photos and video for use on social media and create a relevant hashtag for sharing. Silent auctions and giveaways at the event are a surefire way to gather guest information for future promotions and events.

START A REWARDS CLUB Data is quickly becoming the new currency, according to global research firm Euromonitor International. If you aren’t already running a loyalty program or e-mail reward club, consider kicking one off this year. The ability to track your customer purchases and, in turn, reward them with customized promotions for their continued patronage is priceless. Dozens of loyalty program providers exist online and are more than ready to walk you through the process to start your own.

N BORROW THIS IDEA: OFFER A DRUNKEN PIZZA In collaboration with local Philadelphia distiller Stateside Urbancraft Vodka, the Philly outpost of Scarpetta is going beyond the typical vodka sauce to infuse vodka into every element of its popular bar menu item called Vodka Pizza. Scarpetta launched the pie in March and markets it through press releases, social media influencers, and direct e-mails to Scarpetta’s and Stateside’s customer databases. “The pizza is made with Stateside-infused dough, ricotta cheese and sundried tomatoes and drizzled with a traditional vodka blush sauce,” says Scarpetta executive chef Michael Loughlin. Putting vodka in the dough increases the dough’s hydration and makes the pizza crispier, Loughlin says. “Supporting the local community is extremely important to us,” he adds. “We worked tangentially with Stateside in creating the pizza, finding a recipe that balanced the complex flavor profiles of Stateside Vodka and the familiar flavors of Italian cuisine.” The restaurant sells an average of 50 Vodka Pizzas per week and expects that number to grow.

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When using hashtags on social media posts, always include a location tag (i.e., #Chicago, #Minneapolis, #Orlando). Your goal with any marketing program should always be to attract the attention of those who are closest to your pizzeria.

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MONEYMAKERS

MIKEY’S MISCHIEF MAKERS STRIKE AGAIN The mischief makers at Mikey’s Late Night Slice pranked their Facebook followers last month with one of the funniest April Fool’s Day announcements in pizza history. Mikey’s co-owners—Mike Soboro, Bryce Ungerott and Jason Biundo—claimed the Columbus, Ohio, pizzeria was taking over a former Dick’s Sporting Goods location spanning 80,000 feet, with plans to build “not just a concession stand for drunks, but a giant concession stand for drunks…and sober adults and children and drunk children. We’re obviously not going to be serving alcohol to children, but if they come in drunk, we’ll have a special area for them to play, eat and sober up.” The “Wonka-esque pizza complex” would include a Food Truck Race Track, a Garlic Sauce Lazy River with a swim-up bar, and the Pizza Time Theater and Mosh Pit, featuring an animatronic purple gorilla that sings Elvis tunes. Mikey’s also promised a GlutenFree Daycare Center, “where groups can drop off their friends or family members with those annoying dietary restrictions in an area free from fun, flavor and, most importantly, gluten contaminations. The area will also be soundproofed so normal diners won’t have to hear about how much better they feel since the switch.” The Facebook announcement drew more than 1,800 reactions, 930 shares and 334 comments in a single day.

In an April Fool’s post on Facebook, Mikey’s Late Night Slice owners, including Mike Soboro, announced plans for a new “Wonka-esque pizza complex,” complete with a Garlic Sauce Lazy River and a Gluten-Free Daycare Center.

QUICK TIP 1

KEEP TABS ON YOURSELF To monitor your online reputation, set up Google Alerts that notify you when your pizzeria’s name (or any related keyword you choose) appears on the web. This is a great way to keep up with media articles on your restaurant, food blog mentions or other coverage you may not have known about.

While most pizzeria owners rack their brains for ways to pack in big crowds every day of the week, Vince Rotolo thinks small on Sunday nights. His Good Pie shop, which opened last February in downtown Las Vegas, offers an intimate and exclusive guest experience with Rotolo’s weekly Chef’s Tasting events. The pizzaiolo closes his doors to the general public and offers only one nightly seating, at 9 p.m. each Sunday, for $35 per person—ideal for an exclusive date night for two or a gathering of up to eight friends. Rotolo serves three pizza courses and a dessert, all tailored to the guests’ preferences.

JON ESTRADA

COZYING UP WITH THE CUSTOMERS

Good Pie owner Vince Rotolo serves up three styles of handcrafted pizza— Grandma, Detroit and Brooklyn—at his new eatery on Las Vegas Boulevard.

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YOUR PIE CREATES SPACE ODDITY FOR PI DAY Fast-casual pioneer Your Pie, headquartered in Athens, Georgia, created its very own “space oddity” by delivering a pizza into the stratosphere on Pi Day (March 14). Founders Drew and Natalie French and the Your Pie team attached a boxed pizza to a weather balloon and sent it airborne. Equipped with a GoPro drone and video camera, the pizza box ascended to an altitude of about 110,000 feet before the balloon burst, sending the box plummeting back to earth. It eventually parachuted down again in a field in rural Reevesville, South Carolina. The blast-off promo tied into a Pi Day social media contest that gave away free pizza for a year to 55 customers as well as a grand prize—a GoPro drone and Hero6 camera package. To enter the contest, customers had to download the Your Pie loyalty app or use #yourpieday in posts on Facebook, Instagram or Twitter. After the promotion, Your Pie posted more than 150 customer photos bearing the special hashtag. Meanwhile, a video about the space launch earned more than 80,000 views on Facebook, and the chain also used Instagram Stories to chronicle the adventure.

As a Your Pie pizza rocketed into space, the fast-casual chain’s customers snapped and posted selfies using the #yourpieday hashtag to win prizes on March 14.

QUICK TIP 2

MAKE YOURSELF EASY TO FIND ONLINE To get the best results in online searches, list your pizzeria’s correct name, full address—including city, state and ZIP code—and phone number on your website’s front page. Remember to use the exact same business name, address and contact info on your social media profiles, Yelp or TripAdvisor page, and any other business listings.

HOOP DREAMS COME TRUE AT FIRENZA PIZZA Firenza Pizza, with 25 franchise locations around the country, developed a slam-dunk promotion that ran concurrently with the NCAA basketball tournament. For the company’s “Pizza Madness” celebration, each restaurant set up a child-size hoop and freethrow line and let customers take a shot with the purchase of any signature pizza on the menu. Patrons who nailed the shot won a free cookie and a $2 coupon for their next visit. Facebook followers also took part in a tournament-style promo to choose a new ingredient for the Firenza menu, with options including asparagus, cauliflower, shrimp, zucchini, broccoli, fresh jalapeños, spicy sausage and green onions. Shrimp emerged as the winner in the contest, which garnered more than 2,870 reactions and more than 150 shares.

Customers at Firenza Pizza shot free throws for cookies and coupons during the chain’s celebration of March Madness.

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CLEAN

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LIVING Consumers are more educated than ever about “clean” ingredients— but what does the term even mean, and how can you meet this growing demand? By Tracy Morin

MAY 2018 | PMQ.COM

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R E L AT E D V I D E O WH EN IT CO ME S TO IN G R ED IEN T S, “C L E A N ” MEA N S D IFFER E N T T HI N G S TO D IFFER EN T P EOP L E . FOR A Q UICK SYN O P S I S , C HEC K O UT T H IS EXCLU S I V E V I DEO:

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“I like to show customers that I have their best interest in mind, and if the ‘better for you’ message can be conveyed to the customer, a trust is created.” — LEO SPIZZIRRI, NORTH AMERICAN PIZZA & CULINARY ACADEMY

hough clean ingredients have made headlines in recent years, chef Brad Kent from Pasadena, Californiabased Blaze Pizza notes that the movement has been mounting for decades. After retail giants Trader Joe’s and Whole Foods started gaining traction in the late ’90s, he says, bigger names like Costco (now the largest retail organics food purchaser) jumped onboard. “These major brands played influential roles in making GMOs and ‘clean label’ ingredients household considerations in food choices, and the trend carried over into restaurants in the early 2000s as chefs transitioned from roles in fine dining to more everyday foods,” Kent explains. “That gave birth to fast-casual, and the larger legacy players took notice in the 2010s. The national and international trend of clean foods is ever-growing and now used by the largest restaurant chains as talking points on their menus.”

So should you consider coming clean in your operation? Here, experts look at the definition of “clean ingredients” and explain how to tidy up your menu—and successfully market this strategic move. WHAT DOES CLEAN MEAN?

Leo Spizzirri, maestro instruttore at North American Pizza & Culinary Academy in Lisle, Illinois, notes that clean label ingredients are usually “free-from,” minimally processed, simple, and sometimes organic or gluten-free (however, not every gluten-free product is considered clean). “Clean label ingredients were once referred to as ‘grandma’s pantry’ ingredients—if your grandma would have had it in her house, it most likely was a simple, clean ingredient,” Spizzirri says. “She probably wouldn’t have had anything with unpronounceable ingredients.”

Living Up to Customers’ Expectations From Kellogg’s and Campbell’s Soup to Papa John’s, food companies have been cleaning up their ingredients list over the past several years—and with good reason. More and more customers expect it. A November 2017 study by Innova Marketing Insights found that more consumers are looking for the “clean” label in their food choices. According to the study, seven out of 10 consumers want to know and understand the ingredient list. And 91% of U.S. consumers believe food options with recognizable ingredients are better for them.

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BLAZE P IZ Z A

Blaze Pizza allows customers to view its carefully sourced ingredients as they move down the make line. The chain also emphasizes transparency by telling the story behind the ingredients via smartly placed marketing materials.

“The Internet and social media have made knowing what’s in your foods and where your foods come from important. It’s not [just] a trend. I believe we’ll see only more emphasis on natural and clean ingredients as time goes on.” — BRAD KENT, BLAZE PIZZA

Spizzirri explains that as consumer awareness about unacceptable ingredients rose, the manufacturing industry followed, and today, almost every major food manufacturer in the United States follows some list of acceptable ingredients. Meanwhile, ingredients that are deemed no longer safe or potentially hazardous to health get put on a watchlist for further study. “One example of a questionable ingredient used in pizza dough is L-cysteine, commonly used as a dough conditioner, which relaxes dough and makes it more extensible,” Spizzirri says. “L-cysteine has two ways it can be sourced: from duck feathers or human hair. A lot of manufacturers will allow L-cysteine to be used if it comes from feathers, but it’s often rejected when it’s sourced from

hair. Even though this ingredient is naturally occurring, it’s sometimes frowned upon by manufacturers.” What else is a no-no in the world of clean ingredients? Kent recommends avoiding ingredients that start with “artificial” and those that end in “-ite” or “-ate”—an easy way to identify chemical additives, which are usually added to help hold water for cost reduction, maintain color and act as preservatives. Meanwhile, Spizzirri refers to the Whole Foods list of acceptability (find it at gocleanlabel.com/whole-foodsclean-label-list), but generally he stays away from ingredients with artificial colors or flavors as well as products with BHA (butylated hydroxyanisole), BHT (butylated hydroxytoluene), bleached or bromate flour, hydrogenated fats and MSG.

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BLAZE PIZZA

Want clean ingredients to shine on your specialty pies? Look for fresh produce and short, easy-to-read ingredient lists on any premade items, while avoiding artificial additives and fillers in meat toppings.

Linda Balles, marketing specialist for Colony Foods in Lawrence, Massachusetts, recommends non-GMO and organic foods and avoiding ingredients like nitrates (found in deli meats), fillers, extenders and artificial coloring. “The demand for clean foods is definitely growing—perhaps even still on the cusp of arrival, especially as so many people develop allergies later in life because they’ve eaten too many processed foods over the years,” Balles says. “Unfortunately, there will probably always be a market for highly processed foods, but the Internet and social media have made knowing what’s in your foods and where your foods come from important,” Kent agrees. “It’s not [just] a trend. I believe we’ll see only more emphasis on natural and clean ingredients as time goes on.” PURCHASING POWER

Must you buy locally to get cleaner ingredients? Not necessarily. While Kent believes that vertical farming techniques will make uber-localization possible as the industry further develops, right now they’re not a national practice. So, for Blaze’s nationwide locations, clean ingredients still have to be transported from growing regions to consumers. You simply need to do your homework to find the right products.

“Distributors may not have the best insights to what they sell; they’re simply the organizations that move products from here to there,” Kent explains. “The best idea would be to have an in-house supply chain leader and strong culinary and quality assurance personnel that can make sure you know your products from their source and have a very good, trusting relationship with those supplier-vendors.” Still, Spizzirri says a reputable food or ingredient supplier will be able to provide you with a spec and ingredient statement for every item they carry. Once you have these specs, you can compare them to some of the major lists of acceptable ingredients to see if they truly are clean. Balles stresses that her company maintains a robust line of clean products—the first step is simply asking your distributor for those options. And the more restaurants request those kinds of items, the larger the movement grows. “We’re seeing more and more of the big guys partnering with small farms to offer cleaner ingredients to their clients, and I’m seeing more and more distributors offer a ‘local list,’” says Edwin Molina, executive chef at Atlanta-based Double Zero. “Those guys are starting to get behind the movement as well, and I think as long as you’re shopping educated, you should be able to decipher what to avoid.” For example, he asks distributors the following

The Clean Generations According to 2017 research by Nielsen, millennials and Generation X consumers are more likely to seek out and buy food products that are labeled organic, GMO-free and hormonefree. “Demographic groups influencing the forward movement of this trend include consumers under the age of 35, those with annual household incomes over $100,000 and families with children,” the company reports. “The bottom line is that transparency and clean label are not point-in-time fads. They have gone mainstream, and competition for consumers seeking clarity, purity and responsibility is going to continue to increase.”

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“The demand for clean foods is definitely growing—perhaps even still on the cusp of arrival, especially as so many people develop allergies later in life because they’ve eaten too many processed foods over the years.” — LINDA BALLES, COLONY FOODS

questions: Where was this grown? Who grew/raised it? How was it slaughtered? Is it organic and/or sustainable? Were any antibiotics or pesticides used? If so, which ones? When using cleaner ingredients, will your food costs go up? Perhaps—but not necessarily, says Kent. “Understanding how to maximize yields of products through better processes and recipes can help mitigate the cost impact of better quality ingredients,” he explains. “And having good in-house procurement, culinary and quality assurance can help minimize those impacts.” Even if clean label ingredients do cost more, Spizzirri believes that most consumers looking for clean products expect to pay more. “There isn’t a set rule on clean ingredients costing more,” he adds. “The factor that drives the cost of these ingredients is their availability in the marketplace, so common ingredients that are clean can easily have the same price as other ingredients.” Spizzirri recommends controlling costs by simply sourcing fresh meats and produce, avoiding processed or premixed items, and seeking minimal ingredients on labels. PROMOTING YOUR CLEAN-SWEEP CHANGES

If you do have to raise prices, you can minimize the sting through some proper marketing and customer education. “I like to show customers that I have their best interest in mind, and if the ‘better for you’ message can be conveyed to the customer, a trust is created,” Spizzirri says. “First, mention cleaner ingredients on your menu or in-store displays. If you change to a cleaner ingredient, train your staff on that change. Explain the difference between the old and new items to your employees. Customer interaction will bring up opportunities to discuss these better ingredients and menu improvements.”

Indeed, at Double Zero, staff education remains key— especially if costs are affected. “Employees can then educate the guest in what they are eating and why it may cost more than the guys next door,” Molina explains. “We simply spend a lot of time talking about any new product, farm, fishmonger, etc., when we feature them so that our staff is as knowledgeable about it as I am. This gives them confidence and pride in the product they’re promoting on the floor.” Blaze Pizza also leverages multiple platforms of communication to help educate guests on its quest to provide clean ingredients with no artificial colors, flavors or preservatives. In-restaurant, marketing campaigns and merchandising help bring guests along a journey as they move down the make line. “On social media and through public relations, we tell our story on a broader scale to showcase our commitment,” says Blaze Pizza CMO Shivram Vaideeswaran. “And, more intimately, the brand has hosted influencer events with Chef Kent to help explain why we’ve chosen each ingredient on the line and where it comes from.” Finally, don’t forget to piggyback off the efforts of big-name brands. When Panera Bread touted its “100% clean” menu in early 2017, the catchword once again went mainstream—and Balles notes that these marketing campaigns offer cheap advertising for independents. “It’s like a subliminal suggestion; people already have it on their minds,” she says. “The most important thing is to advertise clean products to your own customers, talking up the value of the product and why you’re choosing one over another. Clean ingredients won’t be for every operation, but they’re great for conscientious independents who want to make their menu better and keep things fresh—without even having to change any recipes!” Tracy Morin is PMQ’s senior copy editor.

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“Cooking with vegetables or vegan toppings is no different than cooking with regular toppings; you’re still aiming for balance of sweet, salty, bitter and acid.” — JIM VESAL, VIRTUOUS PIE

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Meat substitutes have come a long way in recent years. Leading pizza chefs list their faves and explain how to use them for creating standout vegetarian pies. By Tracy Morin

ADRIAN MUELLER

oing meatless isn’t just for hardcore vegetarians anymore. As celeb chef-driven initiatives like Meatless Mondays have caught on among even dedicated carnivores, once-unknown ingredients from around the world make their way to plates around the country, and manufacturers’ meat substitutes become ever more sophisticated, there’s no excuse for listing the same ol’ uninspired vegetarian pies on your menu. And the demand for creative meatless combos keeps growing. “There is undeniably a paradigm shift in how consumers are eating,” says Katie Borger, senior director of marketing for Boston’s Pizza Restaurant & Sports Bar, headquartered in Dallas, with 25 locations in 16 states. “The vast majority still lean toward viewing protein as animal-based, but the more knowledgeable we become, the more obvious it is that there are other—arguably healthier—ways to consume protein.” Here, experts at pizzerias large and small outline some of their favorite meat substitutes and how to use and combine them for memorable specialty pies. Let the inspiration begin! MAY 2018 | PMQ.COM

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THE JACKFRUIT MIRACLE

This fruit, native to India, has been getting a lot of attention from the media, who have lauded it as a miracle crop and a top food trend. Borger notes that jackfruit, when cooked and simmered with a robust barbecue sauce, offers a delicious alternative to pulled pork for tacos, sandwiches or Southern-style pies. Some manufacturers even offer their own premade barbecue-sauced varieties. But Jim Vesal, director of culinary and business development at Virtuous Pie, headquartered in Vancouver, British Columbia, Canada, works from scratch, using the fruit (listed simply as “BBQ Shreds”) for his Southern Belle specialty pie, which combines San Marzano tomatoes, cashew mozzarella, pineapple, red onion, corn and cilantro. He recommends selecting young green jackfruit in brine, not in syrup, for pizza applications.

Planting Ideas Our experts offer additional tips for creating great-tasting meatless pies (and other menu items) in the pizzeria:

“There are so many ways to cook with lentils, chickpeas and other beans, too. Even chickpea noodles are protein-packed and less obvious alternatives to cooking with meat, but just as satisfying and nutrient-rich. That goes for pizza as well—imagine a chickpea flour pizza crust!”—Katie Borger, senior director of marketing, Boston’s Pizza Restaurant & Sports Bar, Dallas, TX “I always lead with texture and flavor. Ask yourself what role the ingredient plays on the dish and whether it’s appropriate to use an alternative. I think people often try to imitate meat pizzas, but the key is to make something that’s its own thing. Don’t try to copy something, but make the pizza uniquely your own.” —Jim Vesal, director of culinary and business development, Virtuous Pie, Vancouver, British Columbia, Canada “Don’t overlook using certain grains as meat replacements. For example, farro is a great meat substitute; it has a nice, chewy texture and, when seasoned well, adds the perfect sausagelike meatiness to our Farro Fennel Pizza.” —Chris Owen, head chef, Double Zero NYC, New York, NY

TEMPEH TEMPTATIONS

Like tofu, this Indonesian import, traditionally made from fermented soybeans, can absorb a range of flavors through marination or cooking processes. Vesal looks for varieties that are fresh or made with different types of legumes. Chickpea and peanut tempeh boast deep and complex flavors, he says, and offer a little something different to customers who have tried the traditional type. Tempeh can also be used as a bacon substitute when cut into strips, Borger adds. “My favorite ways to eat tempeh are either cubed, coated and cooked in a hoisin barbecue sauce, on top of rice and veggies, or sliced and marinated in a maple dressing to make a TLT, a tempeh-based replacement for the BLT sandwich,” she says. If you offer a BLT-style pie or a pizza that showcases Asian flavors, consider offering a protein-rich, healthy veggie option with tempeh.

48 PMQ PIZZA MAGAZINE | THE WORLD’S AUTHORITY ON PIZZA

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At Double Zero NYC in New York City, head chef Chris Owen says mushrooms are neutral enough to season perfectly with flavor boosters like tamari, miso, paprika and agave. “The texture of mushrooms can be manipulated using many different techniques to give a pizza the perfect bite, but we prefer the more substantial varieties,” Owen says. “I enjoy shiitake and portabello mushrooms; we love using them as a bacon substitute on our pizza.” Vesal notes that king oyster mushrooms sport a meaty stalk, adding plenty of chew and texture, whereas shiitake mushrooms offer a deep, earthy flavor. “Mushrooms go with just about anything, but aim for flavors that balance the particular seasonings you’re using,” he says. “Cooking with vegetables or vegan toppings is no different than cooking with regular toppings; you’re still aiming for balance of sweet, salty, bitter and acid. Mushrooms bring a lot of the umami, but most of the flavor will come from seasonings and sauces.” He also recommends adding extra fat via olive oil or nondairy cheese—since most vegetables (unlike meats) don’t have their own fat stores, this step will help keep toppings moist. Tracy Morin is PMQ’s senior copy editor.

ADRIAN MUELLER

V I RT U O U S P I E

From tofu to textured vegetable protein (TVP), soy substitutes have been longtime vegetarian standbys in cultures around the world. TVP, made from soy flour, is, as its name suggests, high in protein while being fat- and gluten-free, making it a natural choice for customers with a range of dietary restrictions. “TVP is a great substitute, as it absorbs just about any flavor and can be served as a soft topping (if cooked with a lot of moisture), or it can become a crunchy topping if cooked at high heat and allowed to dry,” Vesal explains. “TVP can also give you a similar texture and flavor as bacon or sliced meats.” For other applications, Virtuous Pie uses soy curls; they have a sturdy constitution that holds up well during more intense cooking processes, making them ideal replacements for steak or chicken. Meanwhile, its Meatball and Chevre specialty pie incorporates a chorizo made with soy, while the Pesto Chicken Bacon Ranch uses TVP for bacon bits.

50 PMQ PIZZA MAGAZINE | THE WORLD’S AUTHORITY ON PIZZA

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52 PMQ PIZZA MAGAZINE | THE WORLDâ&#x20AC;&#x2122;S AUTHORITY ON PIZZA

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4/12/18 10:54 AM

Marketing O N

T H E

MOVE Even in the digital age, direct mail remains far from passé—but some savvy tactics will reap the best results for your business. By Tracy Morin

In a landscape where digital and mobile advertising have seemingly made past marketing methods look like old-school relics, many experts argue that direct mail is still very much alive today—thriving, in fact. After all, email inboxes have become more clogged with an endless stream of offers, while mailbox loads have considerably lightened. “Consumers get hundreds of emails per day, so direct mail pieces stand out, especially pieces that are esthetically pleasing among your everyday white envelopes,” asserts Brittany Johnson, marketing executive with Our always be relevant.”

M S PA R K

Town America in Clearwater, Florida. “Direct mail will

MAY 2018 | PMQ.COM

directmail.indd 53

4/12/18 10:54 AM

“It is no longer just a piece of mail. Many times, that single piece of mail is tied into a mobile application, an online offer, and more.”

— BRITTANY JOHNSON, OUR TOWN AMERICA

ut direct mail, like any kind of marketing, has evolved with the times. Today, pizzerias can take advantage of cooperative mailers, sharing the cost with noncompeting businesses, or tie in their efforts with online, social media and mobile marketing tactics. And by targeting the right customers and tracking results, you can ensure maximum ROI for your efforts. Here, direct mail gurus share the best ways to make old-fashioned “snail mail” a winning part of your marketing arsenal. DATA AND ANALYTICS LEAD THE WAY

Darrell Edwards, CMO of Mspark in Helena, Alabama, shares an interesting stat: According to the Data & Marketing Association (DMA), direct mail response rates were at an all-time high

in 2017—higher than competitive media. “There’s a misunderstanding of direct mail’s abilities and relevance in a digital age, while there’s a new generation of marketing and agency professionals who were immersed in digital media from the very start of their careers,” Edwards explains. “They had a lot of success with it and made tremendous strides to evolve it to what it is today. But what makes digital media so impactful is not unlike what makes direct mail impactful: top-notch data and analytics, combined with the ability to precision-target anyone.” Rachel Ankersen, marketing research manager for Mspark, adds that many smaller direct mail companies have struggled by failing to leverage data and analytics to help their clients

run effective campaigns. Without the capability to precisely target recipients, and without optimized operations to help keep costs low for clients, direct mail efforts often faltered. “This isn’t evidence of a dying print industry; it’s a much-needed symptom of change in an industry that needs to work in harmony with digital media,” Ankersen says. “The direct mail companies that have seen major growth have almost become tech companies, where data and analytics lead the way and everything about operations is technology-focused and geared toward integrating digital with print products, reducing costs for clients, and increasing ROI.” And as technology continues to evolve, pairing direct mail with a mobile component has also helped direct mail

Making an Impact As the Data & Marketing Association (DMA) notes, direct mail is a higher-cost marketing tool, so pizzeria owners need to create pieces that deliver higher impact. Based on neuro-marketing research, the DMA recommends the following:

Be bold. Humans have an attention span of eight seconds. Marketing that cuts through the clutter with attention-getting graphics and copy are paramount to success.

Keep it simple. Due to cognitive fluency, the brain craves ease and order. Direct mail that creates a simple decision path with limited copy and explanation always tests better.

M S PA R K

Visuals rule. In fact, the brain processes visuals 60,000 times faster than the time it takes the brain to decode text. Selling your story with pictures and graphics is a must.

54 PMQ PIZZA MAGAZINE | THE WORLD’S AUTHORITY ON PIZZA

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4/12/18 10:54 AM

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Direct Mail Still Delivers Statistics courtesy of Data and Marketing Association (DMA)

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evolve in recent years. “It is no longer just a piece of mail,” Johnson says. “Many times, that single piece of mail is tied into a mobile application, an online offer, and more.” To demonstrate direct mail’s ongoing relevance, Ankersen shares more 2017 data from the DMA: Average response rates (for a house list) for direct mail were 5.1%, compared to 0.4% for social media. However, regarding cost per acquisition, direct mail is typically higher in cost than digital media. The DMA reported median ROI for direct mail at 29% and social media at 30%. Paid search came in at 23%, and online display at 16%. Therefore, to get the best bang for your buck, increasing response rates and reducing costs remain paramount. TEAMING UP

So how can you make direct mail work best for your business? One option is cooperative or shared mailing. Shannon Vann, director of marketing for Mspark, believes it’s the best way for advertisers to win the ROI game. “Advertisers share the cost of postage, which allows them to typically spend 1/3 of the cost of regular direct mail options,” Vann explains. “Shared or cooperative mail also allows advertisers to simultaneously run acquisition and loyalty programs, since we’re saturating households at the carrier route level. Advertisers can reach everyone in a marketplace or select carrier routes, depending on their needs.”

P 56 PMQ PIZZA MAGAZINE | THE WORLD’S AUTHORITY ON PIZZA

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Johnson notes that there are a few different types of cooperative mailing. For example, a new-mover direct mail marketing campaign can offer several benefits: being a part of a Community Welcome Program that mails to new movers just once; being the only pizzeria in a chosen ZIP code (her company calls this Sponsor Exclusivity); and reaching a new set of customers as new residents move into the area each month. This option also offers the ability to track the program and provide tie-ins with social media, a mobile app and more. “There are cons to certain types of cooperative mailing, however,” Johnson says. “Certain programs mail to consumers frequently, often resulting in a lower response rate. This type of mailing almost always means that pizzerias are in the mailing alongside other pizzerias, which can also result in a lower response rate.” Bruce Irving, owner of Smart Pizza Marketing in Boston, notes that while cooperative mailing lowers costs, it may also inadvertently put your stamp of approval on those other businesses featured in your packet, so he advises visiting them and making sure their product and service is something you would recommend. “The last thing you would want to happen is for one of your customers to have a bad experience and feel like you had something to do with it because you referred them,” Irving says. “Better to be safe than sorry!” WINNING WAYS

Irving also warns that direct mail is more expensive than it was 10 years ago, and possibly less effective, as entities such as Facebook and other forms of social media have shifted consumers’ attention away from mailboxes and more toward online platforms. “Direct mail marketing is still used by many and is still working for them, but you will get better results if you use it wisely,” he says. To make your efforts more effective, he recommends getting specific with your targeting. For example, comb your POS system to find customers who haven’t visited recently, and see where your customers are geographically so you can target that area. “Mass mailing, in my opinion, is a waste of money unless you are brand-new to a market, but a great way to use direct mail is to send customers things for their birthday or to target those who have visited you in the past but haven’t been back in the last 30, 60 or 90 days,” he says. “Using it in these ways is much more effective because it’s for a specific purpose.” Vann notes that the ideal direct mail tactics depend on what you’re looking to achieve, but the key to success lies in tracking data and analytics. “Making sense of data and knowing whom to target—and when and how—is

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M S PA R K

Cooperative or shared mailing allows pizzeria owners to divvy up the cost of postage with other noncompeting businesses, leading to increased return on investment.

key in driving up response rates,” she says. “Then, when you have social media and direct mail working together, there’s a cross-pollination of knowledge and other elements that only enhances each medium’s strengths.” Johnson agrees that tying direct mail to social media marketing enables a better response. For example, her company has developed an online survey for those who receive a new mover package, allowing them to rate the businesses they visited and

provide feedback. Then businesses can post those survey comments to their Facebook page, allowing prospective customers to see positive comments about the business. Irving thinks it’s difficult to entice a customer to follow your business on social media simply by sending them a postcard or flier. Instead, he recommends focusing direct-mail pieces on getting people to order online using a specific coupon code exclusive to that particular mailer. “That way, you can

“A great way to use direct mail is to send customers things for their birthday or to target those who have visited you in the past but haven’t been back in the last 30, 60 or 90 days.”

track the results,” he says. “Forget about having them follow you on Instagram or Facebook, because that’s going to be very hard for you to do.” Ultimately, though, it’s worth exploring your options with a direct mail company and learning about the various marketing methods you can integrate to increase response. Edwards notes that, according to recent research from eTargetMedia, campaigns that integrate direct mail with one or more digital media can experience a 118% lift in response rate. “This makes a lot of sense,” he says. “Take the highest response media and make them all work together. Then it takes the digital marketing geeks working with, and not in opposition to, the data and analytics geeks within a great direct mail company. When these two groups are on the same team working towards the same goals, that’s where the magic happens.” Tracy Morin is PMQ’s senior copy editor.

— BRUCE IRVING, SMART PIZZA MARKETING 60 PMQ PIZZA MAGAZINE | THE WORLD’S AUTHORITY ON PIZZA

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Thirteen WAYS

No surprises here:

Pizza is one of the most

popular photo categories on

TO WIN

WITH INSTAGRAM

Instagram. A 2015 study by

Italian communications company

Klaus Davi found that, of the 300 million food photos uploaded to Instagram that year, 17 million contained the hashtag #pizza.

This means you’re already one giant leap ahead of the steakhouses, burger joints and sushi bars in your market. But a few pizza snapshots won’t automatically translate into a successful Instagram page. It will take planning, gorgeous photos, daily engagement and some good old-fashioned creativity to drum up the kind of business you want to inspire with your page. You can start by following a few easy tips from your fellow pizza marketers who have Instagrammed their way to pizza success. Before you know it, you, too, will be taking full advantage of this free—and powerful—marketing machine.

By Liz Barrett Foster

MAY 2018 | PMQ.COM

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Get focused. While your page should have some variety, it should also have a focus, according to Matt Hyland, chef and owner at Emily, with locations in Manhattan and Brooklyn, New York, and Emmy Squared, with restaurants in Brooklyn and Nashville, Tennessee. The company’s Instagram pages, @pizzalovesemily and @emmysquaredpizza, have 52,000 and 40,000 followers, respectively. Make sure you know what you want your focus to be—will it be mostly beautiful food photos, for example, or will you tell stories through video?—and organize your Instagram marketing efforts accordingly.

Showcase your high-quality photos. Whether you’re new to Instagram or trying to fill an existing page, it is vital to show off beautiful, interesting, delicious looking food photos. If you don’t have photography skills, hire a professional and/or share photos that your fans post. “Whenever we open a new restaurant, we get professional photos taken,” Hyland says. “The best-looking pictures will always get the most likes and shares. We could put up a picture of the outside of the restaurant, and it would get 50 likes. Then we put up a picture of a pepperoni pizza, and it gets 2,000 likes. People want a nice, crisp, clear food picture.”

“We could put up a picture of the outside of the restaurant, and it would get 50 likes. Then we put up a picture of a pepperoni pizza, and it gets 2,000 likes. People want a nice, crisp, clear food picture.” — MATT HYLAND, EMILY AND EMMY SQUARED

Go for the grab. The Instagram account for Columbus, Ohio-based Mikey’s Late Night Slice has 12,000 followers, and Jason Biundo, the company’s chief creative officer, knows the competition for eyeballs is intense. “You’ve got to remember the basic rules of photography: composition, lighting and motion,” Biundo says. “You also need to have something that stands out when someone is scrolling through their feed. This can be something as simple as an exceptionally delicious looking slice of pizza, or something more interesting, like a behind-the-scenes shot of an employee or operator or—and this is something we feature often—funny posts. If you can make someone guffaw, you’ve got a great post. If there’s also a delicious slice of pizza in there, it won’t hurt.”

Use natural light. Hyland likes to post clear photos shot in natural light. “We have Instagrammers who come in with mobile light box units to light up food in dark places,” he says. “Those photos always look a little weird to me, so I don’t like to post those.” Most food photographers prefer natural light, but they warn that direct sunlight can be too harsh. Try to keep the window at your side or behind the food. Alternatively, use a sheer white curtain to diffuse incoming rays of sunlight.

64 PMQ PIZZA MAGAZINE | THE WORLD’S AUTHORITY ON PIZZA

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Make your fans feel like insiders. People love to feel like they’re part of an exclusive club, Biundo notes. “Offering a glimpse behind the curtain is a great idea,” he says. “Maybe show where your ingredients are sourced from or a fresh batch of sauce or dough being made.” Biundo warns, however, that if you’re showing your kitchen or production line, always make sure that safety and health guidelines are being followed. Don’t go crazy with tagging. There’s been a trend lately with numerous—and often unrelated and unnecessary— hashtags being attached to posts. Not only is this a waste of time, but it can also detract from your post. As long as you include branded and location-specific tags that help customers and fans find you, there’s no need for dozens of tags. “When I see content on a picture with 15 lines of hashtags, I’ll roll my eyes,” Biundo says. “But tags do serve a purpose. Instagram will collect the images that use them in one place, so people can click on and view together. This can be something unique to your brand and useful for followers that want to learn more about you. They can also tie into other hashtags that will help people discover you. For instance, here in Columbus, we always add #SoColumbus and #AsSeenInColumbus.” Don’t get distracted with following others. One thing that stands out when you look at the @pizzalovesemily and @emmysquared pages is that they don’t follow other pages. This is a deliberate practice that helps to keep the pizzeria focused on its engagement, Hyland says. “I use my personal account to engage with other people’s Instagram feeds and use the pizzeria accounts as information sources.”

“Offer a free slice of pizza once a day or once a week to people who tag you in their own pictures. Or maybe follow their posts and offer a prize for images with 100 likes.” — JASON BIUNDO, MIKEY’S LATE NIGHT SLICE

Relish organic engagement. If you’re lucky enough to have fans who take photos of your pizzeria and its food, use it to your advantage! “Organic engagement is the real gold of social media,” Biundo says. “This is how you get people to do your promotion for you, for free. It should always be on your mind and in your goals. Many brands hold contests with fantastic results. Offer a free slice of pizza once a day or once a week to people who tag you in their own pictures. Or maybe follow their posts and offer a prize for images with 100 likes. Be as creative with it as you like.”

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5 Must-Follow Pizza Instagram Accounts

Repost your fans’ photos. Organic engagement can work so well that it practically does your job for you. Hyland says the @pizzalovesemily and @emmysquared pages have almost no original content. “We repost a lot of content from people who dine in our restaurants,” he says. “So many people come in and love taking pictures. People love it when they get their photos reposted. Then it’s not just the dining experience, but it becomes a part of the growing online community. I’ve actually made friends with some people that way, too!”

@pizza—From the brains behind The Infatuation restaurant guides, this account bills itself as “The Official Pizza Instagram”—and more than 654,000 followers seem to agree. @pizzafromabove—A bird’s-eye view of the world’s most popular food. Tag your own pizza photos with the hashtag #pizzafromabove, and they might repost it. @njpizzagirls—A pair of hip Jersey chicks travel their home state—and beyond—on a quest for unforgettable pizza.

Engage in conversations. Reposting photos is one form of engagement, but don’t forget to respond to questions and messages that you receive via Instagram. “If someone writes in the comments that they love your pizza, it’s important to respond to them,” Hyland says. “It’s a great way to get more followers, and it shows that you’re a business owner who is accessible and active on your page.”

@h0tgirlseatingpizza—After her mom’s death from breast cancer, Marta Freedman created this sexy yet tasteful account to celebrate strong women, fashion and food. @everythingbutanchovies—From funny dog pics to pop culture humor, this account by Chris Decker of Las Vegas’ Metro Pizza is about more than pies. But, oh, man, those pizza shots!

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The Picture of Youth Instagrammers tend to be younger, hipper and highly attuned to popular culture. Here are some fun facts to keep in mind:

59%

of online U.S. adults between 18 to 29 years old use Instagram. They love pizza and respond best

to Instagram stories. Source: Pew Research Center

Beyonce holds the record for the most liked Instagram post—her pregnancy announcement in 2017 captured more than 11 million “hearts.”

Use the story feature. “We’re really discovering the impact of Stories on Instagram and the unique impressions they leave on followers,” Biundo says. With Instagram’s Stories feature, you can tie together a number of pictures into one cohesive slideshow or create a series of short videos. If you’re chronicling something specific, Biundo suggests thinking about it like fast-forwarding through a movie—what might your eyes pick out? “One thing to remember is quality over quantity,” he says. “The multiple-picture posts option is pretty great, but don’t be tempted to post too many. Keep it short and sweet, and put your best or most attention-grabbing image at the top of the post.” Biundo recommends limiting your stories to two or three per day and taking advantage of the platform’s many fun filters and stickers to enhance your content.

Think twice before sharing. Facebook and Instagram are totally different animals, so what gets a reaction on one doesn’t necessarily work on the other. “Facebook is geared more toward personal stories, and Instagram is more photo-oriented,” Hyland says. “Facebook is more for information, so putting pictures up on Facebook doesn’t really do anything.” Biundo agrees, adding, “You don’t want to blow up those feeds unless the content or message of that specific post is important enough that you want to share it. If you’re just one person handling all the social media, I recommend focusing on just one [social media platform] and doing it really well.”

Source: Instagram

Pop star Selena Gomez, an avowed pizza fan, is the most popular Instagram celebrity, with more than 135 million followers. Source: Instagram

38% of U.S. adult females online use Instagram regularly, compared to 26% of American men. Source: Pew Research Center

If all else fails… Posts that get the most attention are usually funny or droolworthy food shots, but Biundo says a very different type of post can top the other two by a mile: “While it might not work ideally with promoting food and kitchens, there’s one thing that blows posts of any type up: Puppies. Seriously. If you’re in a city that allows pups on the patio, you’ve got a goldmine of content.”

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

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W A YS TO REDUCE

EMPLOYEE

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OVER

Competition for high performers is getting stiffer, and the rules are changing. Here’s how to keep your crew happy and productive. By John Waldmann

our employees are your business. They greet and serve your customers, open and close the pizza shop, handle the money, and work alongside you in the kitchen. Each night, they leave, and each morning, you hope they come back. Other pizzerias would love to hire your high-performing employees. You have to keep them happy, or they might look elsewhere. Here are five ways to improve employee retention at your pizza shop: Create flexible working hours. There’s a lot of chatter about millennials and how to manage them. More than two-thirds of all service-industry employees are under 35 years old, and three out 10 are between ages 19 and 26. Often, they’re students balancing inconsistent study schedules with part-time work or people working multiple jobs. Millennials value flexibility. Building a schedule that accommodates their personal obligations will greatly improve their satisfaction. Be consistent. Recently, Reuters profiled a McDonald’s employee whose work hours fluctuated almost weekly. Last-minute schedule changes can make income and life unpredictable for workers, a problem that’s getting attention from politicians in states like Oregon and New York. Creating consistent weekly schedules, weeks in advance, is a big win if you’re looking to improve employee retention. Offer training. Professional development is a powerful way to keep employees happy and productive. Can you offer them training in new skills? Can they work in another

2 3

part of the restaurant one day a week—or move over entirely— to learn a new part of the business? Is there a relevant seminar or class that might improve their work? Think outside the box, and you’ll watch your employees’ contentment and productivity rise. Incentivize results. No matter how busy you get, don’t forget to reward your star performers. Results that go unnoticed can be deflating to employees, giving them a reason to look elsewhere. Find ways to keep track of employees who consistently perform. For example, acknowledge their on-time arrivals and reward them with a small token of appreciation. Communicate! Communication is particularly important in the workplace. Some messages need to be communicated verbally and in-person, such as feedback on how an employee is doing at their job. Other messages can be delivered electronically. Most small businesses still handle time-off or shift-trade requests on paper or verbally, and these can easily get lost or forgotten. Putting electronic systems in place—such as specialized scheduling software—will improve your ability to quickly and clearly communicate with employees and can have an impact on their output. John Waldman is the co-founder and CEO of Homebase (joinhomebase. com), which provides a free real-time software solution that helps over 60,000 small businesses eliminate the paperwork of managing their hourly employees, manage overtime, and curb absenteeism and turnover.

4 5

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FANCY FOOD SHOW 2018

PMQ reports on the latest moneymaking products from one of the industry’s most innovative shows. MOONEY FARMS/BELLA SUN LUCI I had the pleasure of meeting Chef Richie from Mooney Farms and discovered their California-grown products: Bella Sun Luci Premium Sun Dried Tomatoes. The Bella Sun Luci line offers ingredients that are perfect for a delicious pizza. Imagine the possibilities with these chef-quality sundried tomatoes, sauces and cuts. Their products offer many choices, including custom cuts, traditional sundried tomatoes and semi-dry varieties, as well as all-natural, preservative-free, extra-moist, ready-to-eat tomatoes in resealable pouches. 530-899-2661, mooneyfarms.com 74 PMQ PIZZA MAGAZINE | THE WORLD’S AUTHORITY ON PIZZA

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LINDA’S PICKS

—Linda Green, Co-Publisher

PLENTIFUL PANTRY Plentiful Pantry has so many wonderful and beautifully packaged items, but the Pizza Kit was the main one that caught my eye. Each kit includes a pizza dough mix, sauce mix and a can of tomato paste. The Pizza Kit yields a 14” pizza that can feed four people. Why not add revenue by offering these pizza kits to customers when they come to pick up pizzas? Your patrons can use them to make pizza at home or give them to their friends as gifts. 801-977-9077, plentifulpantry.com

LEMONCOCCO How could I resist this sparkling beverage as I walked past the Lemoncocco booth? Naturally light and noncarbonated, Lemoncocco combines the refreshing flavor of Sicilian lemons with a smooth splash of coconut cream in one delightful Italian drink. Inspired by the lemon and coconut stands you’ll find on the streets of Rome, these beverages come conveniently packed in aluminum cans for easy transport, so they can be added to your delivery operation. Give your pizzeria a dash of true Italian flair with this new beverage! (206) 624-3357, drinklemoncocco.com

FOGLIANI FOODS The husband-and-wife team of Christian and Kristina Fogliani started this company in 2015. Their goal: to prove that a cookie could be made for the mass market without compromising homemade taste and quality. The Fogliani Pizzelle cookies offer a great way to add an authentic Italian dessert to your menu, upsell your customers and increase revenue. Made fresh in California using the old Italian recipes passed down from Christian’s grandparents, this Italian cookie will delight and impress your customers. The Pizzelle comes in three flavors: Vanilla, Chocolate and Anise. foglianifoods.com MAY 2018 | PMQ.COM

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BRIAN’S PICKS

— Brian Hernandez, PMQ Test Chef DI STEFANO CHEESE This family-owned dairy company in southern California makes a variety of Italian cheeses, but what drew me to their booth was the Caciocavallo. The cheese gets its name and unique shape by traditionally having been tied at the end and hung around the necks of horses, leaving the signature bulb on top of the teardrop-shaped cheese. Di Stefano took it to a whole new level by wrapping this cheese around fruits to impart a citrus flavor throughout the product. It’s great for any pie, from a veggie to meat lovers, adding the subtle hints of fruit without overpowering the taste buds. 909-865-8301, distefanocheese.com

FERRARELLE WATER

CUP4CUP GLUTEN FREE

First bottled in 1893, Ferrarelle is a naturally effervescent water from deep under the ground in Italy. Naturally rich in minerals such as calcium, potassium, silica and bicarbonate, Ferrarelle is a natural way to quench your thirst while enjoying a delicious Italian meal. It comes in both natural and sparkling varieties and is also great for use in pizza dough, allowing for a clean, natural flavor in any type of dough you create. ferrarelle.it

As the name suggests, Cup4Cup flour blends can be substituted for any all-purpose or wholewheat flour in any recipe, including cookies, biscuits, cakes, quick breads and pasta, and still deliver on flavor, texture and performance. Eliminating the need for tiresome conversions and complicated recipes, Cup4Cup has also created a line of baking mixes covering an array of baked goods, including pizza crust, cornbread, pie crust, pancakes and waffles, and chocolate brownies. 833-287-4287, cup4cup.com

JENKINS JELLIES Actress Hillary Danner started making jellies using fruits and vegetables from her home garden and hasn’t looked back since. The original product, Hellfire Pepper Jelly, used seven types of peppers and organic sugar and has evolved into flavors such as Fiery Fig, Passion Fire and Guava Brava. All the jellies are naturally vegan and gluten-free and taste great on many different dishes, including pizzas. They provide that kick in the mouth, thanks to a blast of heat that is quickly cooled with a little sweetness from the organic sugar. 323-482-1414, jenkinsjellies.com

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CONGRATS!

Congratulations to Scott Volpe on winning the SILVER MEDAL in Freestyle Acrobatics at the 2018 World Pizza Championships in Parma, Italy! And congrats to our entire U.S. Pizza Team on a job well done!

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SILVER SPONSORS

GOLD SPONSORS

For more information on joining the U.S. Pizza Team, contact Brian Hernandez at brian@pmq.com or 662234-5481 x129 www.uspizzateam.com

4/12/18 2:25 PM

PIZZA WITHOUT BORDERS

YOU’VE NEVER HAD BALSAMIC VINEGAR LIKE THIS BEFORE Italy

Aged balsamic vinegar is an ancient tradition in Italy. Some fathers in Modena still start a new batch of balsamico when a daughter is born, to be contributed to her bridal dowry when she—and the vinegar—come of age. Nevertheless, balsamic vinegar has undergone a lot of innovation in recent years. Balsamic glazes, mousses, pearls and even solid vinegar that can be grated are now making a splash on the market. This new diversity in form and texture gives fresh inspiration to chefs around the world. Balsamic Vinegar of Modena is hugely popular, with more than a handful of imitations. In 2009, Balsamic Vinegar of

Modena was officially registered as a Protected Designation of Origin product by the European Union (EU). This means that vinegars marketed under the Balsamic Vinegar of Modena name must follow a set of standards, including which grape varieties can be used, where they can be grown and a minimum aging period of 60 days in “precious wooden barrels,” according to ConsorzioBalsamico.it. Only after three years can the product bear the word “aged,” and only those with the official EU seal are guaranteed to be authentic. Those that don’t meet the requirements are labeled as a balsamic condiment or condimento. RELATED VIDEO

SEE A SH O RT D EMO N ST R AT ION OF SO LID B A LSA MIC V IN EG A R H E R E : PMQ . CO M/0 5 18 I

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BLAZE PIZZA EXPANDS INTO MIDDLE EAST AND NORTHERN AFRICA Kuwait

Blaze Pizza, the fast-casual chain headquartered in Pasadena, California, has announced major expansion into 11 countries. In collaboration with the Kuwait-based M.H. Alshaya Co., Blaze Pizza’s first venture outside of North America will take the brand to the United Arab Emirates, Kuwait, Saudi Arabia, Lebanon, Egypt and Morocco. “Blaze Pizza is a very exciting and disruptive brand that fits nicely into our restaurant portfolio alongside Starbucks and Shake Shack,” said Mohammad Alshaya, executive chairman of M.H. Alshaya Co. According to Blaze’s marketing team, the menu will be exactly the same as it is in the United States, except no alcoholic beverages will be sold. Blaze Pizza recently opened its 200th store, and co-founder Rick Wetzel says he’s “fired up” about the new partnership. “For some time, we’ve been receiving requests to bring our brand to the Middle East,” Wetzel said in a press statement. “Now that we’ve partnered with Alshaya, we’re happy to say that we will be there soon.”

A PERFECT STORM OF CULTURES Curaçao | Reported by Navin Ganga

The small island of Curaçao, located near Aruba and just off the coast of Venezuela, is a cultural melting pot of language and food. Navin Ganga, senior manager of Bingo Pizza, recently visited the island with his family and reported his findings to PMQ. I love Curaçao. It’s one of my favorite islands to visit. One day, while I was there with my family, we discovered Pizza Mare, which represents a sort of perfect storm of cultures. The place was warm and inviting, and we immediately chose to dine there. The friendly staff introduced me to the owner, Sergio Alvares of Italy, and his wife, Darlis Alvares, a Venezuelan. Sergio has worked in the food business for 20 years and lived in Venezuela for 15 years before moving to Curaçao. While living on the island, he noticed something was missing: There were no restaurants serving authentic Italian cuisine. When Mambo Beach Boulevard, a hip shopping destination on the beach, was looking for tenants, Sergio and Darlis decided to take a chance and open their own shop. At first working alone, the couple has since hired a chef from Italy named Federico Sipione. With a staff of three or four people, they serve around 100 clients a day, mostly tourists. Pasta, penne and pizza dough are prepared fresh every day. The ingredients have been handpicked by Alvares during trips to Italy to ensure their authenticity. Even the pizza boxes come from Italy. But the restaurant’s cheese is imported from Holland, while the pepperoni, one of Pizza Mare’s most popular toppings, comes from the United States. For a taste of the local flavors, we ordered the Pizza Curaçao, topped with green peppers and chicken. The thin-crust pizza, made by Chef Federico himself, was delicious. Other popular pizzas on the menu include the Margherita, the Hawaii and the Pizza Mare, which is piled with shrimp, clams, octopus, squid and mussels. It’s an Italian experience right here on Curaçao—with a great view of the sea!

Missy Green is a pizza spinning gold medalist and PMQ’s international correspondent. She currently resides in the Netherlands.

MAY 2018 | PMQ.COM

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PRODUCT SPOTLIGHT

BRAVADO SPICE Bravado Spice focuses on flavor rather than just heat. Whereas the astringent, vinegary taste of a traditional hot sauce can clash with your pizza’s flavors, Bravado Spice’s Serrano & Basil hot sauce is tomato-forward. It’s formulated with savory dishes in mind and makes a perfect complement for just about any pie, red or white. 832-454-6426, bravadospice.com/wholesale

IL PRIMO TRUCKS It’s time to take your pizza business mobile. Expand your sales and your marketing by going where your customers are. Having your own food truck will create extra revenue without the cost of opening another restaurant and help you grow your catering profits with a more professional approach. Get your pizza truck rolling today! 713-277-4663, ILPrimoPizzaTx@gmail.com

VAMPAROSSA GAS BURNERS Vamparossa gas burners fit all sizes of wood-fired pizza ovens, providing heat with the same great taste as wood. Vamparossa offers a choice of sizes and mode of operation (fully automatic for ease of use or manual for economy). The simple installation procedure requires a hole in the floor at the back of the oven, and the height of the burner can be adjusted to suit the floor thickness. 888-902-9387, www.vamparossa.com

THR!VE Thr!ve provides independent pizza restaurants the ability to leverage the same advanced technology as the big pizza chains at an affordable price. From the modern, flexible point-of-sale to a suite of additional features like online ordering, delivery and loyalty marketing, Thr!ve is the complete tech package for a pizza restaurant. Tired of choppy integrations and limited data? Thr!ve’s supplemental products are made to work specifically with the Thr!ve point of sale system. thrivepos.com

AMERICAN METALCRAFT INC. Whether you serve New York-style slices or deep-dish pies, American Metalcraft’s Black Pressed Wood Peels add panache to your presentation. New for 2018, this collection is dishwasher-safe and crafted from USDA- and NSF-approved material. They come in a range of shapes and sizes, so your whole roster can get the beauty treatment. Finally, this is something Brooklynites and Chicagoans can agree on! 800-333-9133, amnow.com

SOCAL HOT SAUCE SoCal offers a highly versatile hot sauce that can be used as a grilling sauce, taco sauce or, in the latest craze, on pizza! SoCal Hot Red is a thick sauce that will stay on your pizza. Everything about this sauce is enjoyable, from the southwestern aroma and savory flavor with a slow-creeping heat to the very slight tang and sweetness that lets you know it’s a hot sauce! 909-581-5215, socalhotsauce.com

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VIDEO PRODUCT SPOTLIGHT

R E L AT E D V I D E O

AUTHENTIC FOODS GLUTEN-FREE CRUST MIX Authentic Foods’ Gluten-Free Pizza Crust Mix is a cuttingedge product that sets the standard for gluten-free mixes in a still-growing market. It produces a dough that works very similarly to a traditional wheat-based flour. PMQ’s Brian Hernandez shows you how to use this mix to make an amazing Mushroom, Spinach and Goat Cheese Pizza inspired by a U.S. Pizza Team member. WATCH T HE VIDEO AT PMQ.COM/0518E

ITALFORNI TS CONVEYOR OVEN PMQ’s Daniel Lee Perea traveled to the SoCal Gas Innovation Center and met with Paolo Piccinetti of Italforni USA to discuss the new-generation Italforni TS Series Conveyor Oven. Offering consistent heat distribution and a stone belt conveyor, this oven achieves revolutionary pizza crafting performance. As demonstrated in this video by world-famous pizza chef Giulio Adriani, the Italfori TS is definitely not your traditional conveyor oven. WATCH T HE VIDEO AT PMQ.COM/0518F

DEIORIO’S DOUGH FLATS PMQ Test Chef Brian Hernandez shares a recipe for a delicious Chicken Bacon Ranch Calzone using DeIorio’s Dough Flats. They’re the closest thing to a fresh dough mix without the labor costs of making dough from scratch and stretching it out. Made with naturally matured, unbleached wheat flour, the dough flats are pizza chef-friendly and offer a feel and consistency that’s easy to work with. WATCH T HE VIDEO AT PMQ.COM/0518G

PIERCE CHICKEN WING DINGS Brian Hernandez demonstrates a product that can jump-start your appetizer lineup: Chicken Wing Dings from Pierce Chicken. Made with all-muscle, no-fat, boneless breast meat, they’re breaded and precut into bite-sized chunks. These crispy, moist, golden-brown chicken bites can also jazz up your salads and sandwiches. More than half of men and women say they prefer boneless wings to bone-in, so this is a must-try for your menu! WATCH T HE VIDEO AT PMQ.COM/0518H

MAY 2018 | PMQ.COM

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THE PIZZA EXCHANGE

The “Original Steel” Detroit Style Pizza Pan is Back! 10” X 14”

8” X 10”

14” Round Teflon Coated Pan $12.00

Plastic Lids Available for Steel Pans

CALL FOR PRICE QUOTE ON OTHER STYLE PANS

P.A. PRODUCTS, Inc. BAKEWARE SPECIALISTS

(734) 421-1060 • tim@paprod.com Now available, from the creator of the

BEST PIZZA LINER in the World, our

Bakeable Trays & Delivery Bags! IZ Z A IS W O R T H UR P Pizza Liner I T! YO • Allows you to handle pizza with ease. • Eliminates the cardboard taste. • Absorbs grease and allows moisture to escape. • Ensures a crisper crust every time. • Keeps pizza 12-15 degrees warmer upon delivery.

Pizza Bags Bakeable Tray • With Revolutionary ADVANCED BAKE TECHNOLOGY! • Prevents oven drips & spills. • Patented bi-directional bumps allow for air flow & moisture release resulting in even baking. • Eliminates “soggy crust” centers.

• Unsurpassed quality, durability, workmanship & performance! • 3 wide Velcro strips for secure closure everytime. • 600 denier heavy duty stain resistant imitation nylon. • 210 PU coated lining ~ won’t crack or peel!

800.783.5343 • PerfectCrust.com 82 PMQ PIZZA MAGAZINE | THE WORLD’S AUTHORITY ON PIZZA 3.3x4.875_PMQ_Ad_QtPg_4.4.14.indd 1

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PIZZA INDUSTRY BULLETIN BOARD

GROUP INC. MPP MARKETING www.mppmarketinggroup.com

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1.866.889.8745 MAY 2018 | PMQ.COM

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THE PIZZA EXCHANGE

THE BEST HAND for your business Increase Upselling Reduce Hang-Ups

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www.messageonholdservice.com See our NEW Equipment Lineup in Chicago at the NRA Show - Booth 5409

THE OFFICIAL

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CHICKEN WINGS

With AutoFry ventless frying technology you can serve high profit, delicious hot appetizers without costly kitchen renovations.

Convenient • Reliable • Consistent • Safe • Affordable To learn more call 800-348-2976 or visit us online at MTIproducts.com and AutoFry.com

Your Source for Ventless Kitchen Solutions for over 25 years. 84 PMQ PIZZA MAGAZINE | THE WORLD’S AUTHORITY ON PIZZA

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PIZZA INDUSTRY RESOURCE GUIDE

APPS

BUSINESS LOANS

BAKING STONES

FIBRAMENT-D and FIBRAMENT PLUS BAKING STONES . www.bakingstone.com 708-478-6032....................NSF approved baking stones for all ovens by AWMCO B E V E R AG E S O N TA P

CHEESE

BOX TOP MARKETING

New Paddle Board Award! by Box Top Advertising Inc.

X High Quality, Laser Engraved X Perfect award for anyone that deserves recognition in the pizza industry. Call us today at 302-378-7895 or e-mail us at products@boxtopinc.com to place your order!

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THE MIDWEST'S PREMIER RESTAURANT + FOODSERVICE INDUSTRY SHOW A unique experience for EXHIBITORS to showcase innovative products and engage with industry leaders in the Midwest. The must-see show for RESTAURATEURS who want to connect with leading suppliers and experience the latest industry tastes, trends & technologies.

MIDAMERICARESTAURANTEXPO.COM To exhibit, contact trade show manager DEBRA SEIPLE at (877) 265-7469 or dseiple@ohiorestaurant.org #MidAmResExpo

#MidAmResExpo

MAY 2018 | PMQ.COM

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THE PIZZA EXCHANGE

CHEESE

COMPUTER SYSTEMS: POINT OF SALE

Pizza Technology that Delivers.

Authentic Flavor for Modern Menus

www.granburyrs.com

800.750.3947

CALL (800) 824-3373 OR VISIT SAPUTOUSAFOODSERVICE.COM Mozzarella I Provolone I Blue Cheese I Gorgonzola I Asiago I Romano

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Kiosks iPad POS Printers Cash Box Card Swiper Website Mobile Apps Fast Deposit Gift Cards Email

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more than a POS, more than online ordering ( 888-402-6863 ) CHEESE SHAKER LIDS

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

CHICKEN

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

877-968-6430 PDQpos.com

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PIZZA INDUSTRY RESOURCE GUIDE

D I G I TA L S C A L E S

COFFEE EQUIPMENT

DOUGH

C O N S U LT I N G DeIorio Foods

@DeIorios

blog.DeIorios.com

DeIorios.com

CUTTING BOARDS - EQUAL SLICE

DOUGH

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

DESSERTS

www.mamalarosafoods.com

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

Be Inspired. Be Creative. Be Original.

Red, White, and Blue Pizza with Nutella®

Fried Pizza Dough with Nutella®

DOUGH BOWLS

Breakfast Pizza with Nutella®

For more exciting recipes and tips about Nutella®, visit www.ferrerofoodservice.com or call (800) 408-1505 for more information.

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

Make it count. DOUGH DIVIDERS/ROUNDERS

Taste It Presents

908-241-9191 * www. tasteitpresents.com MAY 2018 | PMQ.COM

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THE PIZZA EXCHANGE

FLOUR

DOUGH DIVIDERS/ROUNDERS

DOUGH PRESSES, ROLLERS FOOD DISTRIBUTORS

D O U G H T R AYS/P RO O F I N G T R AYS

The Original Dough Box

MANY IMITATE. NONE CAN DUPLICATE • Fiberglass strength & durability outlast plastic trays • Secure stacking, won't bend or sag • 3 standard sizes with snap-on lids • Optional lids and dollies available

• 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

Bringing Italian Back to Pizza Exclusive North American Importer of Ciao Tomatoes and Caputo Flour 201-368-9197 | orlandofoods.com FOOD TRUCKS

PIZZA TRUCKS All Inclusive Package

We Build FoodTrucks

FLOUR, GLUTEN-FREE Scan for Demo

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

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

Si Mendoza 713-277-4663 ILPrimopizzatx@gmail.com ILPRIMOPIZZATX.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

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PIZZA INDUSTRY RESOURCE GUIDE

FRANCHISING

FRYERS

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

BE THE

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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

FURNITURE/FIXTURES

Heat your Restaurant with SUNPAK® Outdoor Patio Heaters Wall or ceiling mounted, nothing on the floor

pmq.com/Recipe-Bank/

www.pizzatv.com

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

www.infradyne.com

888.317.5255

M A C H I N E R Y/ E Q U I P M E N T

MAY 2018 | PMQ.COM

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THE PIZZA EXCHANGE

GLUTEN-FREE PRODUCTS

MAILING LISTS Scan for Demo

Reach More Hungry Customers with an Occupant List

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

G L U T E N - FWR EHE OP LR OE DSUOC TMS E

D E L I C I O U S ™ OME & DELICIOUS WHOLES ™

• 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!

Get a Free Quote Now

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

INSURANCE

MANAGEMENT

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

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

sCheduLing • aTTendanCe • daiLy Log

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

M A C H I N E R Y/ E Q U I P M E N T

save time and increase profits!

1-800-426-0323

www.northernpizza.com

Ovens Mixers Prep Tables Walk-ins Parts Smallwares

www.timeforge.com 866.684.7191

MARKETING IDEAS

MAGNETS

MARKETING IDEAS

Pizza’s Great Storyteller

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

Hear samples at PizzaTV.com/Rix

Rix Quinn

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PIZZA INDUSTRY RESOURCE GUIDE

MARKETING IDEAS

MIXERS

Heavy Duty MIXeRS RS

2-Year Warranty

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

The Original Variable Speed Mixer

Varimixer Strong as a Bear.

M E AT TO P P I N G S

800-222-1138

“Consistently Delicious!”

www.varimixer.com www.varimixerusa.com

FOODSERVICE, PRIVATE LABEL AND RETAIL PRODUCTS

V6OP

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

847-228-7070 • Elk Grove Village, IL • www.devancofoods.com PRESTIGE FOODS .....................314-567-3648................MEATTRADER@MSN.COM Low Closeout Pricing! Call for this week’s special. For Deals That Go To Your Bot-

MOISTURE-ABSORBENT TOPPINGS CONDITIONER/SUPPLIES

OLIVES MIXERS

THE WORLD`S LARGEST OLIVE AND OLIVE OIL PRODUCER

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

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

www.pizzamixers.com • 1-877-R-MIXERS

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.

ON HOLD MARKETING/PHONE SERVICES

Pizza Package Includes: CL50 Ultra Veg Prep Machine, 2mm and 4mm slicing disc, 7mm grating disc, 10mm dicing kit disc holders, and dice cleaning kit

800/824-1646 www.robotcoupeusa.com MAY 2018 | PMQ.COM robotcoupe-PizzaPackage-35x2.indd 1 RG-May2018.indd 91

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THE PIZZA EXCHANGE

PIZZA BOXES

ON HOLD MARKETING/PHONE SERVICES

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

PIZZA BOX LINERS

POS Integration with: Dinerware

Custom App $99 Monthly + 0% Commission imenutogo.com Online Mobile Ordering Solution (718) 554-0524

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

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

PIZZA DELIVERY THERMAL BAGS

PIZZA BOXES

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

UP TO 4-COLORS | NO PLATE FEES*

Rectangular Flat Bread Boxes Available

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

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PIZZA INDUSTRY RESOURCE GUIDE

PIZZA DELIVERY THERMAL BAGS

MAY SPECIALS

High Qua lit y Pizza Tools

Made in Italy Since 1986 Phone 630-553-9135 sales@gimetalusa.com www.gimetalusa.com MAY 2018 | PMQ.COM

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THE PIZZA EXCHANGE

PIZZA OVENS

EARTHSTONE OVENS, INC. 6717 San Fernando Rd..............Glendale, CA 91201 800-840-4915 ..........Fax: 818-553-1133 ..............www.earthstoneovens.com All units UI listed.

Stone Deck, Pizza Dome, and Bakery

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

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

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 PIZZA PANS

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

pmq.com/Recipe-Bank/

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PIZZA INDUSTRY RESOURCE GUIDE

PIZZA PANS

PIZZA SUPPLIES

Introducing

THE

PIZZA BUTLER!

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

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

PRINTING

PIZZA SUPPLIES

• Pizza Preparation and Delivery Products •

National Marketing, Inc.

www.nminc.com 800-994-4664

734-266-2222

ALWAYS WITH YOU.

Come talk with us on these platforms!

Fax: 734-266-2121

Manufacturers’ Direct Pricing • Call or order online • We export MAY 2018 | PMQ.COM

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THE PIZZA EXCHANGE

R E F R I G E R AT I O N

SAUCE

Since 1915, The Neil Jones Food Company has been producing premium quality tomato and custom blend sauces. A family owned and operated corporation, we only pack from the freshest and finest vine-ripened California tomatoes. So whether you prefer classic #10 cans or new shelf-stable pouches, you will always get the very best in fresh packed tomato products from Neil Jones Food.

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

SCALES

SAUCE

Booth #3827 T E L E P H O N E E Q U I P M E N T/ S U P P L I E S / S E R V I C E

TA B L EC LOT H S

. ed! S e E E HE ou n R y F TC as A any W S m

r de Or

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

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PIZZA INDUSTRY RESOURCE GUIDE

T E L E P H O N E E Q U I P M E N T/ S U P P L I E S / S E R V I C E

YEAST

Specializing in voice and data communications service, repair, installation, sequencers and on-hold messaging.

GUARANTEED LOWEST INDUSTRY PRICE!

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

TO M ATO P RO D U C T S

The Best Tomatoes Italy has to Offer

WEB OFFSET PRINTING

Imported to North America exclusively by Orlando Foods.

201-368-9197 | orlandofoods.com

WINGS

YEAST

MAY 2018 | PMQ.COM

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PIZZA HALL OF FAME

(Clockwise from top left) Johnny Huntsman graces the Spring 2000 issue of PMQ; wears a barrel to drum up business in 1989; slices a pie in the pizzeria, circa 1981; and dodges a tackle during a 1958 high school football game.

Has your pizzeria been in business for 50 years or longer? If so, contact us at tracy@pmq.com.

JOHNNY’S PIZZA HOUSE

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After bankruptcy threatened its future, this Louisiana institution surged back from the brink, thanks to a bold and unforgettable publicity stunt by its founder. By Tracy Morin By 1989, Johnny’s Pizza House was in trouble. The business had enjoyed 22 years of growth since its 1967 founding in West Monroe, Louisiana, but despite counting 42 locations in three states, a sagging economy and low-priced competition forced the pizzeria into Chapter 11. When the local paper reported the news, customers falsely assumed it had closed down completely, further plummeting sales. But founder Johnny Huntsman wouldn’t accept defeat. “Johnny put on a barrel held up by suspenders—the stereotypical poor-person look— and stood at the busiest corner in West Monroe holding a sign that said, ‘Please eat Johnny’s Pizza,’” recalls Melvin DeLacerda, president and CEO of Johnny’s Pizza House. “He was all over TV, and business picked up. He was willing to embarrass himself for the good of the company.” The resilient Hunstman had faced obstacles from opening day. A star high school athlete who worked at a pizzeria during his college days in Iowa, he initially made the then-foreign food for friends at poker games, to rave reviews, and decided to open his own place. At first, he sold burgers and hot dogs alongside his pies; hired a local kid to stand outside wearing a sandwich board; created the now-famous Sweep the Kitchen pizza, an “everything” pie; and even convinced family members to park cars outside, making the place look more popular.

His efforts won the hearts of locals, and additional locations followed in the early ’70s. After its impressive rebound from bankruptcy, the company now has 33 corporate-owned and 10 franchised locations. “Being one of the first in north Louisiana, now on our fourth generation of customers, we have a stranglehold on the market—and we don’t take it for granted,” DeLacerda says. “Our mission has always been serving pizza we’d be proud to share in our home.” While cherishing old-school values (including a strong focus on giving back), the company also embraces the future, with cloud-based training and new in-house online ordering and customer relations software in the works. But Hunstman, who passed away in 2017 after a battle with Alzheimer’s, left a legacy that reaches beyond his legendary pies. With no family members interested in taking over the company, he established an employee stock ownership plan (ESOP), which creates retirement accounts for all employees after one year. “We’re all so proud of and grateful for the ESOP, and it creates a culture of ownership—a key to our success,” DeLacerda says. “It’s a testament to Johnny, a great leader and so charismatic in a way that’s hard to describe. We just try to do what he’d want with the business that bears his name.”

Tracy Morin is PMQ’s senior copy editor.

98 PMQ PIZZA MAGAZINE | THE WORLD’S AUTHORITY ON PIZZA

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