PMQ Pizza Magazine June/July 2018 by PMQ Pizza Magazine

June/July 2018

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

PMQ PIZZA MAGAZINE | Volume 22, Issue 5

June/July 2018

E H T

M U S R E M

From marketing strategies to signature cocktails, PMQ’s Heather Cray helps you sell more pizza this summer!

E U S S I

The Pizza Industry’s Business Monthly | PMQ.com

Summer Promotions 48

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Marketing to Millennial Women 36

Summer Beers & Cocktails 58

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AS SEEN ON PIZZATV.COM BILLY MANZO: BUILDING A LEGEND A mass influx of Neapolitans turned Rhode Island into a pizza capital in the early 1900s, opening legendary pizza shops like Iavazzo’s, Lucille’s and Ronzio. More recently, pizzaiolo Billy Manzo, who grew up eating those pies, is building a legend of his own with two acclaimed pizzerias in Warren and Providence. Manzo shares the story behind his second location of Federal Hill Pizza, which opened last year in a landmark vaudeville and movie theater where gunslinging cowgirl Annie Oakley once performed—with her horse. P I Z Z AT V. CO M / V I D E O/ F E D E R A L H I L L P I Z Z A

EXCLUSIVELY ON PMQ.COM

PINSA: A ROMAN TRADITION MAKES A COMEBACK

GIORDANO’S OFFERS BRATWURST PIZZA

The Romans called it pinsa—a flatbread made of millet, barley, oats and water and baked on hot ashes and a stone. With fewer calories, lower fat and less sodium than pizza, this Old-World tradition has gained new fans, and some restaurateurs are using it to transform Italian classics.

There’s nothing like a hot bratwurst at a baseball game, but what about bratwurst in a pizza? The Las Vegas locations of Giordano’s took a swing at it, offering a deep-dish pie with sliced bratwurst on the bottom layer, plus mozzarella, caramelized onions and a sauce blended with mustard. P M Q . CO M / B R AT W U R S T P I Z Z A

P M Q . CO M / P I N S A

BARBARA BUSH’S FAVORITE PIZZAIOLI

DOMINO’S ADDS 150,000 MORE DELIVERY LOCATIONS

Even President Trump wasn’t invited to former First Lady Barbara Bush’s funeral, but the owners of Fuzzy’s Pizza in Houston made the guest list. The Bushes admired immigrant Fawaz “Fuzzy” Hajjar as an embodiment of the American dream, and the two families’ unlikely friendship spanned decades.

Domino’s no longer needs a physical address for deliveries, thanks to its activation of more than 150,000 “hotspots,” which can include stadiums, parks and beaches, without the need for WiFi. The service is available only for online and app orders. P M Q . CO M / D O M I N O S H O T S P O T S

P M Q . CO M / F U Z Z Y S P I Z Z A

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IN THIS ISSUE

JUNE/JULY FEATURES ON T COV HE ER

Millennial women have huge spending power, so it’s time to start marketing specifically to them. PMQ’s Heather Cray talks to seven female millennial professionals about what they want in a pizza restaurant experience. By Heather Cray

R E L AT E D V I D E O PMQ.COM/0618A

Daze: 10 48 Summer Summertime Promotions

Dreamin’: 28 California California-Style Pizza

R E L AT E D V I D E O PMQ.COM/0618B

Shake It Up: Summer Cocktails

Gluten-Free Gluttony

R E L AT E D V I D E O PMQ.COM/0618C

Mix It Up With Cheese Blends

Pairs: 58 Perfect Beer & Pizza

The Loyalty Factor

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IN THIS ISSUE

Moneymakers: Is this the world’s smallest pizzeria?

In Lehmann’s Terms: Dough Docking

Recipe of the Month: Asiago Chicken Pizza

Pizza Without Borders: Swedish Kebab Pizza

What’s Your Story?

Pizza Hall of Fame: Mickey’s Italian Delicatessen

114

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R E L AT E D V I D E O P I Z Z AT V. C O M / V I D E O / M I C K E Y S I TA L I A N

IN EVERY ISSUE 6 12 14

Online @ PMQ.com From the Editor From the Inbox

90 96 98

Idea Zones 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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FROM THE EDITOR

Rick Hynum Editor in Chief

ARE YOU READY FOR THE SUMMER? I don’t trust people who dislike summer. They frustrate and confound me. What’s so bad about a warm, sunny day? Outdoor cookouts and vacations on the beach? Shorts and flip-flops and Hawaiian shirts? OK, I kind of see the problem with Hawaiian shirts, but I wear them anyway—and I look amazing (to myself). It may be one of the many signs of my middle-aged immaturity, but I associate summer with the more idyllic days of my childhood in the Deep South—going on Bigfoot hunts in the woods with my buddies, riding bikes into faraway neighborhoods, playing baseball on the neighbor’s front lawn, scooping up crawdads from a nearby creek in little pails and trying to get them to fight each other. I don’t do any of those things anymore, nor do actual children of the 21st century unless there’s a fighting-crawfish app for iPhones that I’m not aware of. But, to this day, I cannot walk past a lawn sprinkler without feeling a strong urge to strip down to my undershorts and run through it. What would be so wrong with that, aside from the fact that I’m 54 years old and flabby and resemble some kind of monstrous drowned rodent when soaking-wet? If all of us middle-aged types started doing it, wouldn’t it become the norm? And wouldn’t the world be a happier place? Well, maybe not. Don’t worry. As tempting as it may be, you won’t catch me playing in the sprinklers anytime soon. I don’t want to get turned into a meme.

But here’s the next best thing to carefree playtime in the sunshine: PMQ’s first-ever summer issue, featuring our awesome social media manager, Heather Cray, sipping a cocktail on the cover, plus a boat-load of warm-weather marketing ideas. The irony is that, as we were setting up the photo shoot, I learned that Heather is one of those people who doesn’t like summer. Although I now regard her as a suspicious character, I’m still glad I asked her to develop our cover story, in which she surveyed millennial women around the country to learn what they look for in a pizza restaurant experience (“Wonder Women,” page 36). It’s a strong piece that offers insight into a powerhouse demographic with a lot of money to spend. We’ve also got ideas for summer promotions, pizza-beer pairings and cocktail recipes, plus tips and strategies for selling more pizza year-round. It’s one of my all-time favorite issues of PMQ, thanks to Heather and to our talented art director, Eric Summers, who made it fun to look at as well as to read, and our equally talented senior media producer, Daniel Perea, who shot the cover photos. We hope you enjoy perusing this special issue of the world’s greatest pizza magazine as much as we enjoyed putting it together. Now get to work and start making some money this summer. But don’t forget to relax and play in the sun now and then, too. I’ve got some cool Hawaiian shirts you can borrow. PIZZA MAGAZINE THE WOR LD'S AU THOR ITY ON P IZ Z A | P MQ.COM | P IZ Z ATV.COM

June/July 2018

E T H

SU M MER

ON THE COVER:

From marketing strategies to signature cocktails, PMQ’s Heather Cray helps you sell more pizza this summer!

E S U I S

PMQ’s Heather Cray sips an amazing summer cocktail on the patio at Southern Craft Stove & Tap, an upscale pizzeria in Oxford, Mississippi. Photo by Daniel Lee Perea Summer Promotions

A Publication of PMQ, Inc. 662-234-5481 Volume 22, Issue 5 June/July 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

Art Director Eric Summers, eric@pmq.com ext. 134 Creative Director Sarah Beth Wiley, sarahbeth@pmq.com ext. 135 Senior Media Producer Daniel Lee Perea, dperea@pmq.com ext. 139 Social Media Manager Heather Cray, heather@pmq.com ext. 137 Video Editor Blake Harris, blake@pmq.com ext. 136 Chief Financial Officer Shawn Brown, shawn@pmq.com Circulation Manager Sherlyn Clark, sherlyn@pmq.com ext. 120 Test Chef/Event Coordinator Brian Hernandez, brian@pmq.com ext. 129

Marketing to Millennial Women

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

Summer Beers & Cocktails

PMQ INTERNATIONAL

ADVERTISING

PMQ China Yvonne Liu, yvonne@pmq.com

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

PMQ Russia Vladimir Davydov, vladimir@pmq.com

Senior Account Executive Tom Boyles, tom@pmq.com ext. 122

PMQ Pizza Magazine 605 Edison St. • Oxford, MS 38655 662.234.5481 • 662.234.0665 Fax

Account Executive Aaron Harris, aaron@pmq.com ext. 138 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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FROM THE INBOX

A PIZZERIA WITH PERSONALITY

BLESSING THE DOUGH In your latest issue, you asked readers to tell you what makes their pizzerias different (“What’s Your Story?,” April 2018). First off, we are not strictly a pizzeria. We are a neighborhood bar and restaurant that has been serving pizza in the Baltimore community since the mid-1940s. The pizza we serve is made with my grandmother Carmella’s original recipe. She started out making it by hand, but the demand became so great that they had to buy a Hobart mixer, which we still use today. She made our pizza dough until she was in her 80s, at which time she had to turn over her duties to my mother, Josie. My mother still makes the dough and will turn 90 in June this year. Every pot of dough ever mixed at our restaurant has been made with the love of these two great ladies. They even bless the dough when they take it out of the mixer and put it in the pot to rise—and, yes, they still use the same pot (they are both a little superstitious!). Through seven decades and three locations, three things remain the same: our pizza, the way we make our pizza, and the love and commitment we give to our family and customers. Thank you for taking the time to learn a little bit about our family, restaurant and pizza! Joe Della Rose Della Rose’s Avenue Tavern Nottingham, MD Thank you for sharing your story, Joe. I wish I could be there to watch your mom make a batch of dough. Hopefully, I’ll get the chance one day!

F R ANK R ANDAZ ZO

D EL L A R O SE’ S AVENU E TAVER N

Della Rose’s uses a dough recipe developed by Carmella Della Rose, while Josie Della Rose still makes the dough herself.

I appreciate all of the great articles in PMQ. It’s always nice to see what other pizza people are doing across the country. As to your question about what makes my pizzeria different, the answer is really in the eye of the customer, because the customer is the one that goes from pizzeria to pizzeria. The interesting thing about your articles is that the successful places are more the same than different. We all have pretty good sales and great employees. Everybody has a clean place, and the food always looks good. We all face the same struggles, whether it’s dealing with employee theft or power outages. I’ve been making pizza since I was 12 years old. I’m now 47. I’ve had 11 pizzerias, 10 of which were very successful. But the one I learned the most from is the one that wasn’t successful! It taught me what to do and what not to do in my future places. Since then, I’ve kept one location, and I’ve been here for 20 years. Our food is great, with three or four things on the menu that are different from your typical “red, white and green” pizzerias. But I believe the one thing that stands out is the people we hire and the personality we offer. My employees love to joke with children, talk sports or exchange a few words with a customer each day. Again, thank you so much for your articles, and one day I hope to be featured in your magazine. Frank Randazzo Randazzo’s Pizza Jamison, PA I appreciate your thoughtful response, Frank. I’m especially impressed that your store has thrived for two decades without a website or social media presence. You are clearly doing a lot of things right!

STUFF WE LOVE

SPIROS STOGIANNIS

Bruce Irving, host of the Smart Pizza Marketing podcast, will hit the road with his new online video program, The SPM Show. Irving sat down with Spiros Stogiannis, the charismatic owner of Easy Pie in Revere and Braintree, Massachusetts, for the show’s premiere episode. Irving’s interviews with savvy operators provide a master class in pizza marketing, making The SPM Show mustsee online TV for pizzeria owners.

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IN LEHMANN’S TERMS

THE SECRETS OF EFFECTIVE DOUGH DOCKING Docking helps control bubbling in your pizza dough, but if you don’t do it correctly, you’re wasting your time. By Tom Lehmann

Q A

What is dough docking, and why is it important? There are misconceptions regarding just what dough docking is and how it works to help control bubbling of the dough. Done correctly, docking is pretty effective at reducing the bubble formation in the dough, but done incorrectly, much of its functionality is lost. So what is “docking”? Docking is the process of sealing or crimping the top and bottom layers of the dough together, much like spot welding is used to hold two pieces of steel together. A dough docker should have very blunt tips/ points as opposed to sharp or pointy tips. The blunt tips on the docking wheels effectively pinch the top and bottom of the dough together to control the bubbling. Some dough dockers have pointed tips on their docking wheels, resulting in two problems. First, the pointed tips just pierce the dough, making a small hole in it. Second, a pointed tip allows very little contact area to provide a tight bonding of the dough, whereas a flat tip or very blunt tip will push dough in front of the tip as it penetrates the dough, creating a larger contact area for tighter bonding. A good example of effective dough docking can be seen on a Club-style cracker. Hold it up to the light and look at the docking holes in the cracker. Notice that most of the holes don’t go completely through the cracker; instead,

a thin web or layer of crust seals the bottom of the hole. This is where the blunt docking pins pushed the dough to the bottom of the dough sheet and crimped it all together, forming the dough bonding needed to control bubbling. Without docking, a cracker would be more like a crispy, little inflated pita. Can you overdo dough docking? Yes, you can. Typically, it takes only one or two passes with the dough docker to control dough bubbling. Four or five passes result in a loss of oven spring and a thinner finished crust with a unique appearance due to all of the docking pin marks on the crust surface. This also yields a uniform, “pillowy” appearance with a crispier texture due to the way the crust bakes, with all of those docking pinholes both increasing surface area and providing for improved heat penetration. This is one of the reasons why heavily docked thin, crispy and crackertype crusts exhibit their unique crispiness.

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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MONEYMAKERS

Angel Ganev just might operate the most popular pizza concept on two wheels. Touted as the “smallest pizzeria in the world,” the Pizza Bike started cruising the streets of Bath, England, in April 2015. Ganev, an avid cyclist, outfitted his bicycle with a Roccbox, a portable, compact and lightweight wood-burning pizza oven, and developed a limited three-pizza menu using a sourdough starter named Spelty. “I told myself, ‘Well, if it doesn’t work out as a business, I would end up with a nice pizza oven and a fancy bicycle in the shed, which is not a bad deal at all,’” he explained to Somerset Live in April. As Ganev peddled pies at street-food markets, festivals, parties and weddings, customers found the quality of his artisan pies matched the novelty of the concept, and soon he added a food stand in Green Park with an expanded menu of seven signature pizzas and two types of cheesy garlic breads. “Probably one of the biggest achievements of the project,” he said in the Somerset Live interview, “is not only that we make great pizza, but the Pizza Bike managed to inspire a number of people around the world to start their own micro pizzeria businesses.”

A NGEL GA NEV

IS THIS THE WORLD’S SMALLEST PIZZERIA?

The portable Roccbox pizza oven, mounted on Angel Ganev’s Pizza Bike, can bake a pizza in under 90 seconds.

QUICK TIP 1

HITTING THE TARGET ON FACEBOOK With Facebook’s Create Audience feature, you can target ad posts to your existing customers. Simply upload your customer email list, and Facebook will match the addresses to its users and create a “custom audience” for your posts, allowing you to craft ads specifically for those patrons.

VILL A ITAL IAN K ITCHEN

KISSING UP TO THE CUSTOMER Customers of Villa Italian Kitchen puckered up for their first kiss with pepperoni-flavored lipstick in April. Headquartered in Morristown, New Jersey, the chain celebrated National Kissing Day (April 13) with a weeklong promo—backed by social media and video—featuring a limited-edition lipstick “packed with lip-smackin’ good, zesty pepperoni flavor.” Customers had to sign up online for a chance to win the Pepperoni Pucker Lipstick, and everyone who registered received a coupon for a free slice at Villa. The company used the promo to capture customers’ names and email and snail mail addresses.

Villa Italian Kitchen captured vital customer info with a promotion offering free pepperoniflavored lipstick in honor of National Kissing Day.

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MONEYMAKERS

HOW TO SCORE BROWNIE POINTS WITH STONERS

Anyone with a need for weed knows the significance of April 20 (or 420 Day), a sort of national holiday for the stoner culture. Pizza Peddlers in Noble, Oklahoma, offered a sly nod to the tradition this year by promising free brownies with every delivery order on that day. The brownies, provided by local bakery La Baguette, were perfectly legal, mind you, but the promotion capitalized on buzz about an upcoming statewide referendum that could legalize medical marijuana in Oklahoma. “The old guard is still afraid of the devil’s lettuce, so they will be posting road blocks in search of a final cash grab before legalization hits the books,” stated a Pizza Peddlers post on Facebook, apparently referring to hurried efforts in the state legislature to impose restrictions on the medical marijuana industry if the initiative passes. The post, which included a photo of the brownies and an image of Jeff Bridges’ character, The Dude, in The Big Lebowski, earned 90 likes, 36 shares and 10 comments.

PIZ Z A PEDDLER S

Delivery drivers for Pizza Peddlers gave customers a free 420 dessert treat on a special day celebrating a very special plant.

QUICK TIP 2

GIVE DADS THEIR DUE Create a special offer for Father’s Day (June 17) this year with the entire family in mind. Offer free pizza or specials to dads when they bring the wife and/or kids along to dine in at regular prices. Create a Father’s Day hashtag and invite your guests to post social media photos of their fathers having fun at your pizzeria for a chance to win a special prize, such as a gift card that will bring them back for another meal.

Flancer’s in Gilbert, Arizona, raked in more than $25,000 for three local nonprofits in its 18th Annual Charity Pizza Eating Contest held in April. The first contestant to gobble down two extra-large cheese pizzas won a $250 cash prize and took home a trophy awarded by the reigning Miss Arizona, MaddieRose Holler. Contestants paid a $25 fee to enter the contest, which benefited Warfighter Sports, an organization that helps injured veterans; Sunshine Acres Children’s Home; and Jewish Family & Children’s Services. The contest winner, Mirza “Snowman” Selmic, inhaled all 16 slices in 18 minutes and 47 seconds.

MIL ZA S E LMIC

ATTACK OF THE HUNGRY SNOWMAN

The reigning Miss Arizona, MaddieRose Holler, and Miss Arizona’s Outstanding Teen, Dimon Sanders, awarded the trophy to Milza “Snowman” Selmic, winner of Flancer’s Annual Charity Pizza Eating Contest.

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RECIPE OF THE MONTH

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JUNE/JULY RECIPE

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Old-World Asiago Chicken Pizza

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INGREDIENTS (FOR 12 PIZZAS):

DIRECTIONS:

12 each 8 oz. dough ball 1 qt. plus 2 c. pizza sauce with basil 1½ c. caramelized onions 6 c. rotisserie chicken, pulled, diced ½” 6 c. Asiago cheese, shredded ¼ c. fresh sage, chiffonade ¼ c. extra-virgin olive oil

Preheat pizza oven to 500°F (or impinger oven to 475°F). On a lightly floured surface, stretch dough ball to a diameter of 9” to 10”. Pizza should be irregular in shape. Lay stretched dough onto a lightly floured pizza peel or a pizza screen sprayed with pan release coating. To assemble one pizza: Top each dough with 4 oz. ladled pizza sauce, 2 tbsp. caramelized onion, ½ c. rotisserie chicken and ½ c. Asiago cheese. Bake for 6 to 7 minutes in a pizza oven (or 3 to 4 minutes in an impinger oven) or until baked through and golden-brown. Top each pizza with 1 tsp. of sage and 1 tsp. extra-virgin olive oil. Cut pizza into four slices and serve immediately.

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WHAT’S YOUR STORY?

PAULA COOPER | D I N E

AWARE

A leading industry consultant says overcoming the food-allergy language barrier is key to building a glutenfree and allergy-free program that customers trust. By Rick Hynum Paula Cooper, founder of Dine Aware in Toronto, nearly gave up on pizza—and dining out in general—when she was diagnosed with celiac disease eight years ago. Now she’s on a quest to help restaurateurs better understand and accommodate the needs of celiac patients and customers with food allergies—and better communicate with them through a common language. Q: Tell us about your company, Dine Aware—its origin and mission? Paula Cooper: When I learned I had celiac disease, it effectively

crippled my ability to eat out, be spontaneous and travel. Not because there were not options available, but I couldn’t get past the initial Q&A with staff. They didn’t understand what I was asking, and I didn’t trust they knew what they were talking about. So I just stopped eating out. But eating out is like an Olympic sport for me, so that wasn’t going to work long-term. When I began to dig into the issue,

I found nobody was supplying the industry with a solution that wasn’t 100% consumer-centric, obligating or expecting establishments to always accommodate the dietary restriction. There are as many food allergies as there are people on the planet, so this is not a reasonable or realistic expectation. I wanted to give the industry a true solution, one they wanted to adopt rather than had to adopt. Like foodservice chains that provide consistency regardless of what hemisphere they’re located in, Dine Aware is a food-allergy language that can be spoken across entire teams, from one to 1,000,000plus, anywhere in the world. Our mission simply is to help foodservice and food allergy customers better understand each other. We want to eliminate the food-allergy language barrier so consumers, companies and employees can have safer, more informed conversations, leading to safer, more informed decisions. I created it for me but made it for everyone.

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Cooper has nothing but rave reviews for the gluten-free preparation and taste of Toronto’s Pizzeria Libretto.

Q: As a pizza fan, how did celiac disease impact your ability to enjoy pizza in restaurants? Cooper: Huge pizza fan! It was like a food group for me. It was

about eight years ago when I was forced to go 100% glutenfree, and options then were virtually nonexistent. In fact, my rate of eating out overall dropped a whopping 85%, a common story for people with dietary restrictions. Gluten-free pizza was figuratively and literally off the table at that time. While glutenfree pizza has certainly gained in popularity over the years, finding good (and safe) pies is still a bit of a unicorn for me. Q: What are your expectations from a pizzeria that offers gluten-free food? Cooper: The first thing I’m looking for is information, not menu

items. The goal is to make an informed decision. To do that, I—and folks like me—need answers to things we can’t see. Questions like: “Do you have an ingredient list I can look at? Where is the pizza prepared? When is the dough prepared? How is the dough stored? Do you keep toppings separate for gluten-free orders? Is the pizza cooked in a shared oven? If so, how do you prevent cross-contact, if at all?” This information helps me to make the decision about whether it’s safe to order before I start drooling over the menu. If the restaurateur has these answers prepared in advance, it saves everyone time and makes me (as a customer) feel confident that the establishment knows what they’re talking about. I feel I can trust them. And trust is really what I’m looking for up front. Q: How would you evaluate the quality of gluten-free pizza today compared to five or so years ago? Cooper: In most cases, it’s only slightly better, for a couple of

reasons. First, I’m simply not able to try all the gluten-free pizza out there because of inadequate cross-contact prevention practices. Truly, I would make it my life’s mission to eat all the GF pizza if everyone would just follow the right protocols. Second, in the rush to get a gluten-free crust on the menu, too

many places have not invested the appropriate time in dough development. Gluten-free dough is tricky. In my hometown (Toronto), there is a restaurant that offers a wood-fired Neapolitan-style pizza, but they refused to offer a gluten-free option until they properly developed the best dough. It took them years to do it. I can tell you from experience every single bite was worth every single second the city (and I) waited. Nothing says, “I don’t care about a longterm pizza relationship with you” like a lousy crust. Take the time to develop it properly, and I’ll wait years for you, too. Q: So what should restaurateurs be doing differently? Cooper: There is still a tendency with gluten-free to think short-

term, focusing on the fad instead of developing the fans. Celiac disease and food allergies are not a fad; they are tied to societal shifts in how we are going to eat. Transparency and traceability are the nucleus of catering to guests with food allergies. I want to know, as a customer, that you’ve done your homework about ingredient sourcing, processing those ingredients in a safe way (traceability), then communicating with me what you know (transparency). Knowing where my food comes from, how it’s processed, how it ends up on my plate, and how seriously foodservice takes these concerns and adapts to this shift will mean the difference between those who thrive and those who don’t. Like “location, location, location” in real estate, “communication, communication, communication” is the future of foodservice. Let your glutenfree customers look behind the curtain, and they will reward you with revenue and loyalty. Q: Do you have a favorite pizzeria that caters to the gluten-free crowd? Cooper: My recent favorite is the one I mentioned before,

Pizzeria Libretto in Toronto. They have a celiac-friendly location on King West. The attention to detail on their crust development is outstanding! This isn’t just exceptional glutenfree pizza; it is an exceptional pizza! That’s hard to do. I have J U N E / J U LY 2 0 1 8 | P M Q . C O M

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Only about one percent of the U.S. population has celiac disease, but these people often influence the dining-out decisions of their families.

converted many, both gluten and non-gluten alike, to this restaurant. Q: Aside from celiac disease, what are some food allergies that pizzeria owners should keep in mind? Cooper: The next on the list are people with lactose intolerance

or milk allergies. It’s important to understand the distinction, because lactose intolerance leads to digestive issues, while milk allergies can lead to anaphylaxis—even death. Although that’s not to say people should take lactose intolerance less seriously, just be aware of the difference. Other problematic ingredients can be anchovies for people with a fish allergy, soy, tree nuts (think pesto) and sulphites (pepperoni and olives). Mustard can even sneak into pizza. There are many areas where food allergens can hide. Implement really good ingredient tracking practices and remember that the customer is always the best source of information about their dietary restrictions. Q: Dine Aware offers courses for restaurants and other foodservice providers. What does this training entail? Cooper: Food allergies in foodservice can seem like guests

are speaking another language. There are unique questions, words and even a style of interaction that inform that type of communication, all of which are the cornerstones to making informed decisions. People can only communicate what they understand. Knowing how to “speak food allergy” with guests helps the staff feel confident and knowledgeable in their exchanges. When employees are empowered with a food-allergy language, they can empower guests in their decision making.

Our focus is on creating a culture of awareness that is consistent across the entire team, locations and brands. We have six courses for the entire front- and back-of-the-house team. We wanted a solution that did not rely on just training managers, then stressing their time and resources to constantly train new hires. That’s not really a solution at all. Instead, we automated the training process so everyone is on the same page, 100% of the time. The courses cover best practices, golden rules, cross-contact prevention and communication. We have a unit that touches on the top 14 food allergens, since employees need to have a basic understanding of these allergens. One of the most important and unexpected outcomes of teams learning how to speak Dine Aware has nothing to do with food allergies at all. We began to notice that when companies established a culture of awareness, it helped people overcome misconceptions about food allergies and food allergy guests and to foster a state of tolerance. So not only do employees speak the message of tolerance in the workplace, they also bring it back into their communities. And I think that’s pretty cool. Rick Hynum is PMQ’s editor-in-chief.

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

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

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W O O D S TO C K ’ S P I Z Z A

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Dreamin’ California-style pizza, three ways: Experts break down their approaches to crafting West Coast pies. By Tracy Morin R E L AT E D V I D E O With a recipe from pizzaiola Leah Scurto, PMQ’s Brian Hernandez whips up an amazing pie featuring Granny Smith apples and spicy candied bacon at PMQ.com.

Think California, and certain stereotypes spring to mind: year-round sunshine, laid-back surfer dudes, health-conscious hippies, and a progressive approach to just about everything—including pizza.

PMQ.COM/0618A

No surprise, then, that the state’s focus on local, W O O D S TO C K ’ S P I Z Z A

seasonal ingredients, quirky topping combos and artisan Woodstock’s Pizza embraces a Southern California approach to its pizza, incorporating Mexican-inspired ingredients in pies like the Kickin’ Carnita.

craftsmanship, once ahead of its time, has now spread nationwide. Here, three experts from very different concepts outline what California-style pizza means to them. J U N E / J U LY 2 0 1 8 | P M Q . C O M

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PIZZA PRESS

M be m

The founder of The Pizza Press says his company offers a “guiltless pizza” using locally sourced veggies and premium meats and cheeses.

JADE WATERMAN, DIRECTOR OF MARKETING WOODSTOCK’S PIZZA, SAN DIEGO

of the California Pizza Kitchen chain, California-style pizza is the West Coast’s exciting answer to the New York and Chicago styles, thanks to California-grown independent pizzerias like Woodstock’s. Variations by city are also characterized by the toppings, with ingredients reflecting the unique food cultures of each city. Woodstock’s embraces a Southern California style, incorporating Mexican-inspired culinary ingredients, such as slow-braised carnitas in the Kickin’ Carnitas pizza; healthy and locally sourced toppings, like artichoke hearts, broccoli and pesto sauce in the Pesto Primavera pizza; and even an Asian fusion with the Banh Mizza, made with sesame ginger sauce, grilled chicken, julienne carrots and sriracha. They all reflect the diversity of California!”

“California-style pizza has a thinner crust, but the true distinction lies in nontraditional toppings that deviate from the standard mozzarella and pepperoni. Very creative and out of the ordinary, this style often incorporates a variety of the freshest local produce and California-esque accents, including avocado, artichoke hearts and grilled chicken. “Originating in the 1980s with chef Ed LaDou at Berkeley’s Chez Panisse restaurant and widely popularized with the spread

“The concept of letting the seasonality of fresh products drive your menu is valuable in so many ways, so there’s no mystery as to why it has spread to other parts of the country.” — RYAN GOODWIN, CRAFTLOG.COM

DARA MALEKI, FOUNDER/CEO THE PIZZA PRESS, ANAHEIM

“For The Pizza Press, California style is a guiltless pizza. It’s about a thin crust, topped with fresh ingredients, made just for you—creating a personalized experience. From thin-crust to gluten-free and vegan options, the California pizza style combines tons of locally sourced veggies and premium meat and cheese options. California food culture came into being with Chez Panisse around the ’70s and ’80s, and California pizza came from that heritage. But as California cuisine has grown in popularity with today’s greater emphasis on health and well-being, it has influenced the nation—leading with the coasts, but now growing everywhere!”

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ZERO ZERO

Pizzaiolo Ryan Goodwin influenced the development of the California style of pizza during his days at Zero Zero in San Francisco.

RYAN GOODWIN, RECIPE DEVELOPER | CRAFTLOG.COM, SAN FRANCISCO, CA

“I was a pizzaiolo for about five years and helped build one of the top pizza programs in San Francisco. As a sous chef at Zero Zero in the restaurant’s early years, I had significant influence on the development of its style. We turned out about 500 Neapolitan pizzas a day. But I also grew up in California, so I have a fairly broad understanding of California pizza styles. “California pizza has a thin-crust dough with a high hydration, exemplified by chains like Mountain Mike’s Pizza, Round Table and Straw Hat. These three popular chains were all started in California. The rim is crispy, and there isn’t much of a crust to speak of—nothing worth tearing off and dunking, at least. This is the pizza that most California kids will remember. But in San Francisco, Neapolitan pizza has also developed into something of a tradition. The most notable producers of this style would probably be A16 or Delfina, but the history goes deeper. Tomasso’s is still in existence, and they had the first woodfired brick oven on the West Coast back in 1935. “California also puts a lot of emphasis on seasonality. The concept of letting the seasonality of fresh products drive your menu is valuable in so many ways, so there’s no mystery as to why it has spread to other parts of the country. Our Mediterranean-type climate matches that of the European regions from which the concept was adapted, so California food culture continues to lean heavily on this philosophy. “Combine Neapolitan tradition with emphasis on seasonality and you get what a lot of people refer to as ‘Calipolitan’ pizza. I’d go another step and say that, in some ways, this style of pizza is further influenced by California-style chain pizza. True Neapolitan pizza favors a rich, developed crust, handled in many ways like an artisanal bread. But I believe that California Neapolitan has a more gooey crust, and I think this comes from an inclination, both by cooks and clientele, to in some way mimic the texture of California chain pizza. Personally, some part of me is always trying to make a version of the Round Table pepperoni pizza I ate as a kid!

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PMQ_Ispirazione_Farellis_JOHN AND JAQUE_mech2.pdf

4/17/18

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Find yo y your ur Ispirazione Italiana

What's our Italian Inspiration? Gathering families around the table.

It’s a vision my daughter Jacque and I created more than 20 years ago, and is still going strong today at Farrelli’s. With it comes a sense of pride in everything we do. That’s why we top our pies, including our award-winning Northwest Traditional Pizza, with Galbani® Premio Mozzarella. You only serve the best to your family, and we're committed to serving Italy's #1 cheese brand. —JOHN JOHN & JACQUE FARRELL, COFOUNDERS, FARRELLI’S WOOD FIRE PIZZA

Find more Italian Inspiration and John & Jacque’s video at GalbaniPro.com.

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“Traditional pizza has a lighter, breadier crust, and a lot more of it, whereas in California, I see a lot more focus on developing plenty of little bubbles on the edges—definitely an effect I was always going after. It makes for a crispier crust, though probably less nuanced. In San Francisco, we also couldn’t help but pick up some effect from local yeasts, and we adjusted our recipes to take advantage of that. Even though we always looked to put out an authentic Neapolitan pizza, you have to cater to demand, and there are qualities that California diners expect in a pizza. The most important difference, in my opinion, is that in Italy it’s more common to eat pizza from the plate, while in California, customers expect to be able to eat from the hand, requiring more structure in a slice than one might expect of true Neapolitan pizza.” Tracy Morin is PMQ’s senior copy editor.

’S

The Sriracha Pizza is another example of how Woodstock’s uses ethnic ingredients for new flavor experiences.

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Heather Cray gets in the mood for summer while sipping one of the signature cocktails at Southern Craft Stove & Tap, an upscale woodfired pizza restaurant in Oxford, Mississippi. P H OTO B Y D A N I E L P E R E A

The Bushwick Bar has ;laksdjf ;lkasjf ;lksadfj ;lkajs f;lkasjd f;klajd f;klajsd f;lkajsd f;lkajd f;lkajsdf ;lkajsdf ;lkajds f

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Beyonce says girls “run the world,” and they have the buying power to prove it. PMQ’s Heather Cray talks to seven female millennial professionals and students about what they want in a pizza experience—and what they hate. By Heather Cray

“I know why they call you millennials Generation Y,” my mother once said to me, irritably. “It’s because all we ever hear is, ‘Why do I have to clean my room? Why do I have to buy my own plane ticket? Why do I have to get my own insurance? Why do I have to move out?’ Why are you always asking why?” “Why not?” I responded. For millennials, it’s not enough to ask a lot of questions—we also feel the need to question the answers. Millennials may get a bad rap, but our generation—born in the 1980s or 1990s— lives to find alternative solutions and approaches to problems so we can better shape and control our own future. We tend to be tech-savvy, pragmatic idealists and, yes, maybe a little narcissistic. We are also natural-born marketers of ourselves, perhaps the best of all time. We know social media, and we

know we’re influenced by it. On various platforms, you’ll see millennials presenting the best versions of themselves. I should know—I’m one of them. It’s time to get inside the minds of your millennial customers—the single largest generation in world history— and learn how to market your pizzeria to them. In return, they will be marketing you. And since millennial women are an especially desirable demographic for restaurant operators (they are responsible for the vast majority of total millennial spending, which is estimated at $200 billion annually), we surveyed young professional women and students in cities around the country about what they’re looking for in a pizza restaurant experience—and what makes them look elsewhere.

J U N E / J U LY 2 0 1 8 | P M Q . C O M

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JORDAN HILLIARD Huntsville, AL | Project Control Analyst Favorite local pizzeria: Earth and Stone Wood-Fired Pizza

Million-Dollar Millennial Tip Tap your local influencers and celebrities. Don’t be shy—ask them to pose for photos with you and to post their own hashtagged photos to social media.

I have to admit, I’m influenced by other people—good reviews from friends, coworkers and family members will push me to check out a new restaurant. And I always check the online reviews and ratings, especially Yelp. Customers post photos, and I enjoy going through these to get a more realistic vision of the restaurant versus stock photos or photoshopped images on a restaurant’s website. Social media is a huge factor. When a Snapchat friend “snaps” their meal to me, I interpret it as meaning, “This is good, looks amazing, you should try it!” And I usually do! For me, Instagram and Snapchat are a tie for No. 1, followed by Facebook and Twitter. Facebook ads influence me the most. I’m more likely to pay attention to a pizzeria’s Facebook ad, because they aren’t as annoying as Snapchat and Twitter ads. When I dine out, I’m looking for an overall experience, and that includes a great atmosphere. About 60% of the experience is the food, while the other 40% is the social and fun atmosphere. I prefer modernized, up-todate, in-style, fun places. There are a few “hole-in-the-wall” places I like, but my stomach and mind can’t get past a place that is run down. If the front of the house is run-down, I just assume the back of the house/kitchen are run-down, too, and that grosses me out significantly.

AMELIA MILLER Oxford, MS | Bridal Consultant Favorite local pizzeria: Saint Leo I find new places through word-of-mouth. Social media absolutely influences my decision to try a new place or go back again for something new on the menu that looks delicious, especially specialty cocktails—I wish every restaurant had them! There aren’t nearly enough places in a small town to have a really good cocktail. When I know I cannot just go home and make that drink myself, it always leaves an impression. Saint Leo in Oxford changes its specialty cocktails by the season. I love the Honolulu Hotfoot, which has habanero-infused Ambhar tequila and a pineapple-bell pepper ice cube. It’s delicious and unique. As for decor and atmosphere, it depends on my mood and my company. If I have my daughter along, I like for the place to be kid-friendly and welcoming. If I’m out with friends, I’d rather the atmosphere be upscale and sleek. I love marble countertops, contemporary lighting and unique seating.

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KATE HOPPLE Chicago, IL | Advertising Account Manager Favorite local pizzerias: Happy Camper, Homeslice and Ranalli’s

Yelp, Time Out and word-of-mouth are all influential factors for me when trying a new pizza restaurant. Typically, it takes a positive review through two or more of these channels for me to dine there. I often use Instagram’s geotag feature and search by restaurant to see what pictures others have posted. The atmosphere and the “Instagram-ability” of the food and restaurant can motivate me to try a place I wouldn’t necessarily try otherwise. I also look at pictures on Yelp and on the restaurant’s website before dining there. To me, pizza is synonymous with fun. I tend to look for restaurants with fun, quirky decor—bonus points if there’s an interactive element, like swings or a photo booth. I also gravitate toward pizzerias with outdoor areas in the summer. And I prefer a place with a full bar and specialty cocktails. They just really enhance the experience and add to the fun.

Million-Dollar Millennial Tip Get behind a worthy cause and make an impact on the community.

CATHERINE HULTGREN Boston, MA | LIDI Project Manager Favorite local pizzeria: Allstar Pizza Bar

I like restaurants that have gourmet pizzas, something a bit more unusual than your average takeaway. I’m currently on a vegetarian kick, but a prosciutto, fig and blue cheese pizza—that’s my absolute weakness! I often use OpenTable for the convenience factor and look at menus and pictures. When I’m traveling in a new area, I often look at Instagram or look for blog posts on restaurant recommendations for that area. And I always look at the pizzeria’s website menu beforehand—I often already know what I’m going to order before I even set foot in the restaurant. I love a good rooftop spot or a nice patio, and a bar is a must. Good cocktails or a nice wine selection can be a great conversation starter on a date. I hate booths, and a menu that’s too large is a big turnoff, because that means they don’t really specialize in anything. The worst is when they mix different cuisines, like Mexican and burgers. Just specialize in Create a special offer that is consistent every week pizza and a handful of really good options!

Million-Dollar Millennial Tip

(i.e., Two-Toppings Tuesday or Wine Wednesday).

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

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HILLARY WHITE Austin, TX | Public Relations Coordinator Favorite local pizzeria: Home Slice I usually find new places to eat on social media. Instagram is 100% my go-to platform. I like high-quality photos and a well-designed look. If you really want me to like your Instagram account, include the price of each item in the photo’s description! I also check out deals at Retailmenot.com. If I’m online, I’m looking for deals before I even go to a pizzeria’s website. I wish more local restaurants offered easy-access online codes for discounts. The overall experience is key. I went to a Beyoncé-themed happy hour that was a blast. Everyone dressed in outfits based on her latest album, Lemonade. You can always count on Austin to turn a happy hour into a “drag-themed brunch” or an ’80s pop party. The biggest turnoff is when the restroom looks like something in a filthy gas station. I’m usually very forgiving—I know working at a restaurant is one of the hardest jobs—but I will remember if the bathroom is not clean. Bonus points if the bathroom has small touches—soft paper towels, a candle or mints can make a huge difference.

Millennial Women: Hear Them Roar

$170 Billion 51% Estimated collective spending power of millennial women Source: Merkle and Levo

64 81% 40%

Percentage of affluent millennials— with annual incomes of $100,000 or more—that is female

Source: Barkley, Inc.

of millennial women say social media is the best way for brands to reach them

Source: Bustle

of millennial women say Instagram is the best social media platform for marketing to them

of millennial women say brands should give back to society. They are 40% more likely to want to align brands with causes. Source: Bustle

16 million

Number of millennial women with children Source: Pew Research

84%

of millennial moms say they rely on dining recommendations from trusted peers Source: Dairy Queen

Source: Bustle

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GLENNA LUSK Oxford, MS | College Student Favorite local pizzeria: Dodo Pizza If the picture on social media looks good and there’s a special, I’m there. I use Facebook and Instagram the most. Offering a regular special is important to me, because it’s consistent and easy to remember. There’s a local restaurant that has Taco Night, and my friends and I make an event out of going because of the special and because we know it’s every Tuesday. I like decor that matches the food. If you’re going to eat Mexican, the restaurant should look Mexican. If you’re going to a fancier restaurant and pay the price, there should be nice linens and an environment that matches the overall food and prices. Generally, though, I love modern-looking restaurants.

ANSLEY BARTLETT

Million-Dollar Millennial Tip Hire a photographer to shoot high-quality photos of your food every month for Instagram.

Nashville, TN | Elementary School Teacher Favorite local pizzeria: Mafiaoza’s and Two Boots I love going where the local stars eat. I saw Luke Bryant on one restaurant’s Instagram, and I instantly wanted to go eat there. But a lot of times it will be a Facebook ad that pops up with a good deal, something that’s simple and not too “in your face.” When I visit a pizzeria’s website, I like to be able to easily find the menu along with daily specials and happy hours. As a 26-year-old, there have to be drinks involved. I like it when the waiters/waitresses know their beverage menu and can give you a nice pairing suggestion. I’m drawn to fun and entertainment. My favorite outdoor patio has heaters in the summer and fans in the winter—very accommodating. The interior of the restaurant always sticks with me as well. In the Gulch area, there is a restaurant that looks like a boat on the inside. Another local favorite, an old “feed and seed,” was turned into a If you’ve got a full-service bar, develop a few artisanal three-story restaurant with each level catering to music, food and dance. cocktails or serve craft beers with your pizzas. Heather Cray is PMQ’s social media director.

Million-Dollar Millennial Tip

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

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I L LU S T R AT I O N S B Y E R I C S U M M E R S

The 5 Types of Social Media Millenials

The Selfie Snapper:

Facebook Freebie Seeker:

Loves to take selfies and show the world who and where they are at all times. On-the-spot photos or videos give a behind-the-scenes look at their life, a nonstop advertisement for their own social success.

Seeks deals constantly and will go to your pizzeria based on a Facebook ad, event or special. For events, this person will check to see who else is attending before they decide to go.

Traits: Self-absorbed, sometimes also self-deprecating or boastful

Traits: Thrifty but sociable

Preferred Social Network: Snapchat

Preferred Social Network: Facebook

The Blogger: Creates and shares high-quality content around daily activities and interests across all platforms. Some restaurants even pay to be featured on their blogs, which may cover food, recipes, family, home, travel and more.

The #Instafoodie: Will either post sporadically or is a dedicated daily poster. A more professional Instagram “foodie” has an account with a defined niche. Their high-quality photos make you want to eat everything you see and go to the restaurant as well.

Traits: Trendy, detail-oriented, always networking

Traits: Food-oriented, trendy, always hovering over the food for the perfect bird’s-eye snapshot

Preferred Social Networks: Facebook, YouTube, Pinterest

Preferred Social Network: Instagram

The Troll: Avoid this type at all cost! This customer, often posting anonymously or under a fake name, will insult, debate, take offense, and present an exaggerated point of view. One bad move on your part, and a troll is quick to tweet or post a negative review. Traits: Moody, argumentative, self-absorbed and negative Preferred Social Networks: Yelp and Twitter

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5/24/18 9:51 AM

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Re-energize your brand and pack in the crowds with these 10 summertime marketing strategies. By Rick Hynum

A long, bleak, cold winter isn’t just bad for the soul—it’s terrible for business. But summer’s here at last, and it’s a beautiful day in the neighborhood. To make up for the sales you’ve lost to snowstorms or round-theclock rain, rethink your humdrum marketing approach, get out there in the community and start re-energizing your brand. Here are some ideas to heat up your summer sales.

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HIT THE STREETS.

It’s time for the charm bomb to explode! Send a personable, outgoing employee or manager out into the community for an hour or so every day to win over new customers. His or her mission will be to pop into neighborhood businesses, medical and dental clinics, law firms and offices and pitch your pizzeria with menus (including catering menus), fridge magnets and coupons. Free samples of your pies or appetizers won’t hurt either. This is classic neighborhood marketing at its best and a great way to get to know and build relationships with fellow business owners and professionals. Try this: No one ever got arrested for handing out free pizza. Visit local police and fire departments with samples of your food. Hand out coupons for first-responder discounts to show that you appreciate their contribution to the community.

launch your seasonal specials on June 21—the summer solstice—with pizzas and entrees that feature fresh local veggies and fruits.

CREATE A MASCOT.

M E L LO W M U S H R O O M

There’s something about a goofy, grinning behemoth in an eye-catching costume that will put anybody in a good mood. Mellow Mushroom has used its mascot, Mel O. Mushroom, to hilarious effect in social media and TV commercials for years. In the chain’s deadpan-comedic “Follow Us and We’ll Follow You” campaign in 2012, a series of videos tracked the hugely obtrusive Mel as he stalked unsuspecting customers through the streets and parks of some unnamed city, earning national exposure for the brand. Independent pizzerias can easily develop their own mascots and send them out on madcap, attention-grabbing adventures of their own. Try this: Whether out on the streets or in your pizza shop, ask customers to take selfies with your mascot and post them with a designated hashtag on social media to win free food or drinks. Mellow Mushroom’s hilarious 2012 video campaign featured mascot Mel O. Mushroom “following” the chain’s social media fans, whether they liked it or not.

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SERVE UP SANGRIA SENSATIONS.

Light, fresh and fruity, sangria is the nectar of the summertime gods. But you don’t have to be a fine-wine wizard to invent and promote your own signature sangria cocktail. You can start with any tasty, simple and reasonably priced dry red wine—preferably a younger variety (older ones don’t mix that well)—and go from there. Sangria cocktails also offer a great opportunity to partner with growers in your community and showcase local fruits, from oranges, apples, lemons and strawberries to peaches, pears and plums.

Try this: Team up with your hometown liquor store or a local grower (or both) to launch a Sangria Saturday or Sangria Sunday promotion. Signature libations and laid-back live music will help you bring in more daytime or late-night customers. You don’t have to be a fine-wine wizard to create delicious and refreshing sangria cocktails.

802-658-6600 | Burlington, VT | www.marsalsons.com

Cook with the best, even if it has pineapple on it... J U N E / J U LY 2 0 1 8 | P M Q . C O M

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2 P

BUNDLE UP!

SAUCE PIZZA AND WINE

Sauce Pizza and Wine, with multiple locations in Arizona, kicks off warm-weather season every year with its Summer Sampler special—one pizza, one salad and two glasses of wine for $22. And we’re not talking your average garden-variety iceberg— the Watermelon and Arugula Salad combines watermelon, jicama, spinach, arugula, feta, and a white balsamic vinaigrette. Make sure to promote your seasonal special with a hashtag (Sauce uses #SummerSampler). Try this: Host a late-night pizzata (Italian slang for pizza party) on slower nights with specially priced pizzaand-beer pairings. If possible, partner with a local brewer and develop a menu just for this promo. Sauce Pizza & Wine encourages its customers to post photos of their pizza, salad and wine combos with the #SummerSampler hashtag.

DON’T

trust your online/social media advertising to spare-time amateurs with no marketing ability. There’s too much at stake. Have a plan and hire a pro.

Leading pizza chains have employed sign spinners for decades, and there’s no reason you can’t do it, too. A Papa Murphy’s store in Arlington, Texas, made national news last year with a spinner named Michael Hildreth, a long-haired, heavy metal enthusiast who put on a head-banging show for passing traffic on busy Highway 287. Hildreth’s antics helped his employer boost sales by 40%, according to media reports. The key to successful sign spinning is simple: personality, energy, and a sense of fun and flamboyance. Try this: Design an arrow-shaped sign—with your store’s name, logo and a social media hashtag—and hire a highenergy spinner who can improvise and develop his or her own act. Play it like a guitar, ride it like a horse or paddle it like a canoe—motion attracts attention!

9A Bro Valu

PA PA M U R P H Y ' S

SHOW THEM A SIGN.

RES SES ARE AT

Papa Murphy’s sign spinner Michael Hildreth became an overnight sensation when a local TV station spotlighted him in 2017.

Tele Ema

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5/24/18 9:40 AM

2018 NEW ENGLAND PIZZA CONFERENCE PRESENTED BY PMQ AND THE NEW ENGLAND PIZZA COLLABORATIVE

tuesday june 26 2018 join fellow industry insiders for a special one day “selling more pizza” conference. Listen. learn. earn.

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8:30 AM CHEFS FEEDING KIDS CHEF BILLY MANZO

9 AM – NEW ITEMS, FRESH IDEAS & VALUE-ADDED SERVICES EXPO: Browse, taste and engage with many of the top pizzeria manufacturers and suppliers of Value Added Restaurant Services. 10:45 – KEYNOTE SPEAKER: BRUCE IRVING, OWNER SMART PIZZA MARKETING Recently named one of the top 50 Restaurant Experts to follow in 2018....Bruce will be offering an interactive discussion on trends, challenges and strategies in successfully marketing your independent operation.

RESERVATIONS ARE REQUIRED FOR BOTH SESSIONS. COMPLIMENTARY TICKETS ARE LIMITED. CONTACT LINDA BALLES AT COLONY FOODS FOR INFORMATION. Telephone: 978 771 0284 Email: LBalles@Colonyfoods.com summerpromos.indd 53

Chefs Feeding Kids partners with local and national organizations to address hunger-related issues and better the lives of children.

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5/23/18 3:16 PM

Summertime is the season to offer dough making classes for moms and their out-of-school kids. Pizzeria Locale, with locations in Denver, Cincinnati and Overland Park and Kansas City, Kansas, has reaped priceless TV and print coverage with its “Dough From Scratch” classes, which cater to student groups, children with special needs, business owners and local influencers. Kids dig getting messy with flour and dough, and adults learn a skill they can use at home. Don’t forget to call up your hometown newspaper or TV station and invite them over to shoot photos and report on one of your classes. Try this: Offer to teach dough making to local TV news anchors, reporters or morning-show hosts. Invite them to your store or bring the dough to their studio. Either way, it’s a guaranteed PR score! Pizzeria Locale’s “Dough from Scratch” classes attract kids’ groups as well as local professionals looking to learn a fun new skill.

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HONOR THE BEST IN TOWN.

SODA CREEK PIZZA

Soda Creek Pizza showed up with free pies to honor Rocky Mountain Remedies as a great place to work in Steamboat Springs, Colorado.

Spread a little extra sunshine this summer by honoring local businesses and service providers with free food and social media buzz. Steve Hitchcock, owner of Soda Creek Pizza in Steamboat Springs, Colorado, asks his Facebook fans to share positive stories about companies that take good care of their employees. Out of the nominated businesses, Hitchcock and his team choose various random winners and drop in at each business with free pizzas for the employees. Winners have ranged from a local ski resort to Rocky Mountain Remedies, a medical marijuana dispensary. Try this: With input from your social media fans, celebrate local medical professionals—including doctors, nurses and dentists—every week this summer. Deliver pizzas to their offices and clinics (along with catering menus), shoot photos with their staff and post them on social media.

create custom pizza boxes with a hashtag of your pizzeria’s name and a call to action: “Follow us and share your pizza experience on Instagram!”

TRY A LITTLE HEAVY PETTING.

CANE ROSSO

If you have a patio and you’re not using it for pet-friendly events, you ought to be smacked on the nose with a rolled-up newspaper. “Yappy hour” promos, tied to your hometown animal shelter, will attract new customers and turn into a can’t-miss social event. Restaurants across the country—from Cane Rosso in Dallas and Pizzeria Rustica in Colorado Springs to Landini’s in San Diego—offer special prices for two-legged customers, plus complimentary doggie treats. These tactics can help pack in the crowds for a heartwarming cause during the warm-weather months. Try this: Hold a “prettiest pet” beauty contest to raise funds for a local animal shelter. Bring in a photographer to shoot photos and invite the news media to cover the event. Pizzerias like Cane Rosso in Dallas use “pups on the patio” events to draw crowds and raise awareness for animal shelters.

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Redecorate your pizzeria this summer with the works of local artists. Zachary’s Chicago Pizza, with four locations in the San Francisco Bay area, holds a biennial contest (every two years) in which artists of all ages, working in the medium of their choice, create pieces that celebrate Zachary’s and its food. In addition to being featured on the restaurants’ walls, the winning entries earn a $100 Zachary’s gift card and free T-shirts. Alternatively, you can simply invite local painters, illustrators, digital artists and photographers to exhibit and sell their original works in your restaurant. Promote each artist with a social media campaign that includes photos and video—and ask each artist to cross-promote your pizzeria. Use the opportunity to educate your customers about the arts while providing exposure for talented people in your community. Try this: Use the power of video to publicize your art contest. Interview the artists about their work and their approach to art and post on Facebook and Instagram. Kick off the contest with a reception for the artist’s family members and friends.

DON’T

ZACHARY'S CHICAGO PIZZA

GIVE YOUR HEART TO THE ARTS.

Regular art contests at Zachary’s Chicago Pizza draw all kinds of creative and off-the-wall entries and help freshen up the pizzeria’s decor.

hate your online haters. Embrace them. Treat every negative web review as an opportunity to bring that customer back for a better experience.

If you take pride in your restaurant’s kid-friendly atmosphere, kick it up a notch with weekly Children’s Day events. At various locations in Texas, Oklahoma and New Mexico, Peter Piper Pizza in recent years has offered a summerlong recreational program for children ages 3 through 12. Held from 11 a.m. to 1 p.m. every Tuesday, event themes include Pirate Day, Science Detective, Crazy Hats, Christmas in July, and Local Heroes Day, which brings in police officers and firefighters to visit with the kids. At Peter Piper’s Tucson stores, the cost was $4.49 per child, which included a lunch buffet and a kid’s drink.

10 PETER PIPER PIZZA

LET THE KIDS GO CRAZY.

Try this: Channel your inner Bill Murray and create a wild and crazy, Meatballs-style summer camp experience the kids will never forget. Create silly games and contests with prizes like logoed T-shirts and gift cards for your pizza shop. From birthday parties to summer recreational programs, kids are the center of attention at Peter Piper Pizza. J U N E / J U LY 2 0 1 8 | P M Q . C O M

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Brighten up your summer menu with the perfect mix of easy-drinking suds and savory slices. By Rick Hynum

Perfect P

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t Pairs

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Ready to add a little mojo to your menu? We asked brewmasters and pizzaioli around the country to brag about their most popular pizza-beer pairings for the summer of 2018. From a craft brew inspired by The Flaming Lips to a Berliner Weisse that’s heavy on the beets (yes, you read that right), here are nine slice-and-brew combos to inspire you in your own quest for the perfect pair.

WOODSTOCK’S PIZZA | SAN DIEGO, CA

San Diego bills itself as the craft brew capital of America, so it’s no surprise that Woodstock’s, headquartered in the city’s Pacific Beach neighborhood, takes pride in its beerand-pizza combos. One customer favorite: Woodstock’s Garlic Bird pie, made with a creamy garlic sauce, grilled chicken, chopped mushrooms, red onions and Roma tomatoes, coupled with the light-bodied, golden White Rascal from Avery Brewing in Boulder, Colorado. The hearty, robust flavors of the garlic sauce and tomatoes complement the light, citrusy notes of the White Rascal ale, which is cleverly spiced with coriander and Curaçao orange peel.

URBAN VILLAGE BREWING CO. | PHILADELPHIA, PA

Named for Urban Village’s North 2nd Street location, the 2nd Street is a light, easydrinking American blonde ale. According to executive chef Chris Davis, the beer’s kissof-citrus notes complement the delectable mix of flavors on the Pamela, a pizza made with prosciutto, arugula, and Pecorino and mozzarella cheeses.

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Another Urban Village favorite, Beets by J is a gorgeous Berliner Weisse made with 300 pounds of beets, giving it an earthy, vegetable taste and a splendid, bright pink hue. Thanks to the beets’ sweet flavor, it goes best with rich, piquant toppings on pies like the oh-so-savory Kelly, featuring black kale, cream, Pecorino, pistachio pesto, pickled onions and mozzarella.

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PARRY’S PIZZERIA AND BAR | COLORADO AND NORTH CAROLINA

For a brew inspired by rock-and-roll royalty, try Dragons and Yum Yums, created by Dogfish Head in collaboration with The Flaming Lips. It features dragonfruit, yumberry, passionfruit, pear juice and black carrot juice, all added into the brew. It’s paired with a white pie topped with Italian sausage, roasted garlic, goat cheese and fresh basil. The slight tartness of the goat cheese cuts the sweetness of the beer’s fruity components, while the fresh basil speaks to the hop profile retained in the beer’s finish.

Parry’s Northlake, North Carolina, store partners Bell’s Two-Hearted Ale with a red-sauce pie called the Summer of 2010. IPAs pair wonderfully with spicy pies; this slightly sweet, malty beer, with fresh pine and grapefruit aromas, balances out the heat and spice from the Summer of 2010’s pepperoni, spicy sausage, jalapeños and pepperoncini to deliver a complete pizza-beer experience. PEEL HANDCRAFTED PIZZA | FREDERICK, CO

Elevation Beer Company’s Signal de Botrange is a buttery, crisp, lightly fruity saison that’s aged in Chardonnay barrels. It provides a palate-pleasing contrast to a rich and earthy pizza like Peel’s Fungo, topped with seasonal mushrooms, herbed cream sauce, a drizzle of truffle oil and Parmesan cheese.

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PT’S BREWING COMPANY | LAS VEGAS, NV

Brewmaster David Otto deals a winning hand with his two-of-a-kind Golden Hefeweizen and Grilled Vegetable Pizza. The Bavarian-style Hefeweizen—a wheat brew with hints of spice, banana and citrus— complements the freshness of the veggies and the zesty sundried tomato pesto for a light but bracing and flavor-packed warm-weather treat. Another sure bet is the house-brewed Hualapai IPA paired with PT’s BBQ Chicken pizza, topped with barbecue sauce, chicken, sweet onions and fresh cilantro. The lively flavors of this West Coast IPA, brewed with Centennial, Amarillo, Citra and Mosaic hops and bearing notes of citrus and stone fruit, stand up to the tanginess of the barbecue sauce and the nuances of the toppings. “I love this pizza in the summer, because it’s taking the backyard barbecue and putting it on pizza,” Otto says.

CIRCA BREWING CO. | BROOKLYN, NY

Circa rolled out its first-ever Circa Hefeweizen in late April. Described as medium- to fullbodied with an abundance of yeast character, this brew boasts notes of cloves and banana on the nose. According to chef Shawn Burnette, the Hefeweizen’s spice profile and mouthfeel marries harmoniously with the spicy heat from housemade pepperoni and sausage on Circa’s wood-fired Salumi pizza. Rick Hynum is PMQ’s editor-in-chief.

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SHAKE IT UP Raise a glass to warm weather with these deliciously refreshing cocktail recipes. By Heather Cray and Rick Hynum

ummertime is the season for signature cocktails—the more colorful and fruity, the better. Adding fresh fruits

is the modern-day mixologist’s secret to success, notes bartender Joe Bittick of McEwen’s, a fine-dining restaurant in

PMQ’s home town of Oxford, Mississippi. “We’re going to use a lot of strawberries, blueberries and peaches [in the summer months],” Bittick said. “Mint is really good, too.” R E L AT E D V I D E O PMQ’s Heather Cray learns how to make four craft cocktails from bartender Joe Bittick at PMQ.com.

PMQ.COM/0618B

Catchy names make a big difference in marketing your summer cocktails, Bittick adds. The Orange Creamsicle described in this article “is actually a play on one of our McEwen’s original cocktails [called] Daddy’s Little Princess. Most people can feel a little weird about calling it Daddy’s Little Princess, but I actually get more big, burly men who want to try it.” We brought Bittick into the Pizza Kitchen to walk us through the steps of creating some astonishingly tasty and fruit-laden summer drinks.

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ORANGE CREAMSICLE 1.5 oz. vodka 1.5 oz. orange juice ¾ oz. simple syrup 3 strawberries, sliced ¼ orange, sliced

Muddle the sliced oranges and strawberries in a shaker with simple syrup. Once the fruit mixture is thoroughly muddled, add some ice, orange juice and vodka. Shake the mix thoroughly, strain and pour. Garnish with a strawberry.

PORCH PARTY PUNCH 2 oz. gin Juice of ½ lemon ¾ oz. simple syrup 4 basil leaves 2 slices of lemon Muddle three fresh basil leaves with slices of lemon and simple syrup. Add gin, shake and strain over ice. Rim the glass with a twist of lemon for extra flavor. Garnish with slapped basil leaf and lemon twist.

BOURBON PUNCH 2 oz. bourbon 1 oz. orange juice 1 oz. pineapple juice .5 oz. simple syrup Grenadine Orange slice (for garnish) In a shaker, mix bourbon, orange juice, pineapple juice, simple syrup and a splash of grenadine. Shake vigorously and strain and pour over ice. Garnish with an orange slice.

BOURBON PUNCH FIZZ (VARIATION ON BOURBON PUNCH) 2 oz. bourbon 1 oz. orange juice 1 oz. pineapple juice 1 tbsp. sugar Grenadine Egg white from 1 egg Mix bourbon, orange juice, pineapple juice, simple syrup and a splash of grenadine in a shaker. Add egg white to the mix. Shake vigorously and strain over ice. Allow between 30 seconds and one minute for the fizzy part to settle at the top. 66 PMQ PIZZA MAGAZINE | THE WORLD’S AUTHORITY ON PIZZA

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5/24/18 10:49 AM

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A Taste of the Classics NEGRONI 1 oz. London dry gin 1 oz. Campari 1 oz. vermouth rosso

Looking for more signature cocktail ideas? Try these summertime favorites, including an Italian classic called the Negroni!

Add the ingredients together in a cocktail shaker with cracked ice and shake vigorously. Strain into a chilled cocktail glass. Garnish with a twist of orange peel.

RUM MOJITO 2 oz. white rum 1 oz. club soda 1 oz. lime juice, freshly squeezed 2 tsp. sugar 8 fresh mint leaves 1 c. ice Lime slice and additional mint leaves for garnish Add lime juice, sugar and mint leaves to shaker. Muddle the mint into the lime juice-sugar mix. Add rum, stir, then pour onto ice, leaving 1” at the top of the glass. Top with club soda and garnish with mint leaves and lime slice.

CAIPIRINHA 2 oz. cachaça (Brazilian liquor made with sugar cane) 1/2 lime, quartered 2 tsp. sugar Sparkling water Ice In a cocktail shaker, muddle the quartered limes and sugar until the juice is thoroughly extracted from the limes and mixed with the sugar. Add the cachaça and some ice and shake thoroughly for about 30 seconds. Pour over ice into glass and top with a spritz of sparkling water.

PIMM’S CUP 2 oz. Pimm’s No. 1 3 oz. ginger beer or ginger ale 1 cucumber slice 1 sprig fresh mint Fruit garnishes (can include orange, lemon or strawberry slices) 1 c. ice Fill a highball glass with ice. Add Pimm’s No. 1 and top with ginger beer/ale. Add mint sprigs, cucumber slice and fruit garnishes. Heather Cray is PMQ’s social media director. Rick Hynum is PMQ’s editor-in-chief. 68 PMQ PIZZA MAGAZINE | THE WORLD’S AUTHORITY ON PIZZA

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ee Gluttony

show off some of their best-selling gluten-free pies. By Tracy Morin

J U N E / J U LY 2 0 1 8 | P M Q . C O M

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MR. T’S PIZZERIA

Behind the Pie: Manish Patel, owner of Mr. T’s in Greenville, Michigan, says the idea for a keto crust came from his customers who were looking for a low-carb pizza option. Patel makes the crust with a blend of mozzarella and provolone cheeses, cream cheese, eggs and almond flour. He says he never puts sugar in his sauce, so his pizzas are ideal for guests on a gluten-free, low-carb and low-sugar diet. Pictured is a breakfast pizza featuring a keto crust with an avocado cream sauce, scrambled eggs and bacon.

RUSSO’S RESTAURANTS

2 R U S S O ’ S R E S TA U R A NTS

Behind the Pie: Russo’s Restaurants (which includes Russo’s New York Pizzeria and Russo’s Coal-Fired Italian Kitchen) boasts nearly 50 U.S. and international locations, all specializing in a variety of gluten-free pizza options. Chef Anthony Russo makes his crust with honey, rice flour, potato starch and tapioca flour to replace traditional flour; he even created a gluten-free retail brand for grocery stores throughout the country. The Gluten-Free Mulberry features Italian sausage, pepperoni, Canadian bacon, hamburger, mozzarella and homemade marinara.

DONATOS PIZZA Behind the Pie: Donatos and its franchise partners operate 150-plus restaurants in six states and more than 15 entertainment and sports venues—making gluten-free options a must. The Chicken Bruschetta Pizza incorporates tomato bruschetta, sliced chicken breast, fresh mozzarella, Romano, and an Italian seasoning, finished with an olive oil and balsamic drizzle—all served on a gluten-free crust made from brown rice and tapioca flour.

D O N AT O S P IZZA

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WARM UP YOUR RESTAURANT PATIO WITH PREMIUM QUALITY

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PIZZA -FIRED WOOD BRICKS

BRICKS WOOD FIRED PIZZA

W O O D S TO C K ’ S P I Z Z A

Behind the Pie: Wood-fired Neapolitan meets gluten-free in co-owner Ric Gruber’s simple yet scrumptious Margherita pizza. As a Neapolitan-style pizzeria, Bricks Wood Fired Pizza, with four locations in the Chicago area, uses a traditional Neapolitan recipe, with the exception of the Caputo Fiore Glut in place of the standard “00.” This glutenfree flour blends rice and potato starches, rice and soy flour, sugar, thickeners, and dietary fiber.

WOODSTOCK’S PIZZA

URBAN BRICKS Behind the Pie: With a focus on artisan salads and brick oven-fired pies, Urban Bricks, with 12 locations in the United States and Canada, caters to a range of dietary restrictions. Designed for gluten-free diners who love to build their own specialty creations, its gluten-free dough is made fresh daily with all-natural ingredients, including a blend of rice and potato starches, rice and soy flour, sugar, thickeners and dietary fiber—the perfect canvas for any topping combo.

S URBAN BRICK

Behind the Pie: San Diego’s family-owned Woodstock’s Pizza remains a hometown favorite of college students, surfers and locals alike thanks to its healthy focus (think nitrate-free meats and, yes, gluten-free crusts). The Grateful Veg pizza features sliced bell peppers, fresh tomato slices, white onions, black olives and mushrooms, while its vegan, gluten-free crust (crafted from rice flour, potato starch, tapioca flour and potato flour) is infused with basil, oregano, thyme, sage and garlic—free of egg, dairy and soy.

Tracy Morin is PMQ’s senior copy editor. 74 PMQ PIZZA MAGAZINE | THE WORLD’S AUTHORITY ON PIZZA

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6/15/18 10:27 AM

Making Pizza Better

T H E

2 0 1 8

S E A S O N

B E G I N S

The 2018 U.S. Pizza Team season is just getting started! Be sure to visit USPizzaTeam.com for upcoming competitions. June 19th-20th Midwest U.S. Pizza Cup, Chicago, IL

August 27th-28th Western U.S. Pizza Cup, Oceanside, CA

Categories: Classico & Gluten-Free Hosted by Paninoâ&#x20AC;&#x2122;s Pizza and The North American Pizza & Culinary Academy Register at this direct link: uspizzateam.com/2018-midwest-u-s-pizza-cup

Hosted by Dominicâ&#x20AC;&#x2122;s Italian Restaurant Register at this direct link: uspizzateam.com/2018-western-u-s-pizza-cup For more information about upcoming events or the U.S. Pizza Team, contact Brian Hernandez at brian@pmq.com or 662-234-5481 x129.

glutenfreepictorial.indd 75

SILVER SPONSORS

GOLD SPONSORS

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

5/23/18 3:50 PM

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Set yourself apart with a cheese blend that offers new flavor experiences for your guests. By Liz Barrett Foster

J U N E / J U LY 2 0 1 8 | P M Q . C O M

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Watch a video featuring Mark “The Cheese Dude” Todd talking about cheese blends at PMQ.com/0618C

t’s no surprise to learn that Americans regularly rank their favorite cheeses as mozzarella, Parmesan and cheddar. These are the most popular types of cheese found on pizza, and they’re even better when you blend them together. But the beauty of mozzarella is that it goes well with so many other types of cheeses, too, from Swiss, Monterey Jack and provolone to Brie, Gouda, feta and Gruyère. Mark “The Cheese Dude” Todd, culinary consultant for the California Milk Advisory Board in Tracy, California, is a big believer in blending cheeses. Hitting upon the right combination of cheeses is one of the best ways you can make your pizzeria stand out, he says.

“If you want to set yourself apart, use 80% part-skim mozzarella, 10% cheddar, and 10% of something with a lot of flavor, such as blue cheese, smoked mozzarella or pepper Jack.”

Ready to start experimenting with cheese blends? Add any of the following cheeses to your mozzarella in an 80/20 mix ratio:

•

Asiago

•

Cheddar

•

Feta

•

Fontina

•

Gorgonzola

•

Monterey Jack

•

Muenster

•

Parmesan

•

Provolone

•

Swiss

•

Pecorino

•

Blue

•

Romano

•

Smoked mozzarella

•

White cheddar

•

Colby Jack

— MARK “THE CHEESE DUDE” TODD

“Every cheese blend usually starts with part-skim mozzarella, or ‘pizza cheese,’ as its primary component,” Todd says. The standard blending ratios are 80/10/10 or 80/20, with the typical additions being cheddar, provolone, whole-milk mozzarella and Monterey Jack, he notes. “If you want to set yourself apart, use 80% part-skim mozzarella, 10% cheddar, and 10% of something with a lot of flavor, such as blue cheese, smoked mozzarella or pepper Jack,” he advises. “Even if you get a base blend from your distributor, you can still add your own special cheese to maximize the flavor.” And, considering that there are about 3,500 types of cheese in the United States, you’d be silly to stick with the same two or three all of the time. Representatives from the Wisconsin Milk Marketing Board in Madison, Wisconsin, say they’re seeing unique cheese varieties and blends of Wisconsin specialty cheeses popping up on restaurant menus across the country. Wisconsin Swiss, burrata and Gouda are three of the fastest-growing cheeses currently being used on pizza, while standout combinations blend varieties such as Roth buttermilk blue cheese with Sartori Montamoré, or Marieke smoked Gouda with Clock Shadow Creamery ricotta. Let’s look at a few ways you can blend cheeses on your specialty pizzas for creative flavor effects.

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Brie, Ham and Spinach Pizza Recipe and image courtesy of the Wisconsin Milk Marketing Board

Ingredients: 12” pizza crust ¾ c. red onion, julienned ½ tsp. garlic, chopped 2 tsp. olive oil, divided ½ c. pizza sauce 1 c. (4 oz.) mozzarella cheese, shredded 4 oz. Brie, sliced ¼” thick ½ tsp. ground cumin 3 oz. ham (or more to taste), in ¼” dice 12 to 15 fresh spinach leaves, stems removed Directions: Heat oven to 475º. Toss red onion and garlic with 1 tsp. olive oil in an ovenproof dish; roast until soft, about 5 minutes. Cool. Place the pizza crust on a pizza pan or large baking sheet. Spread the sauce on the pizza crust. Sprinkle mozzarella over the sauce. Arrange the ham on top of the mozzarella. Sprinkle the red onion mixture over the ham. Arrange the Brie on top and sprinkle with cumin. Toss the spinach with the remaining 1 tsp. of olive oil to coat lightly; arrange on top of the pizza. Bake for 8 to 10 minutes or until the crust is lightly browned. BONUS RECIPE: Find a recipe for Three Cheese Macaroni Pizza from the Wisconsin Milk Marketing Board in PMQ’s online recipe bank here: pmq.com/Recipe-Bank/Three-CheeseMacaroni-Pizza.

1. Mimic a cheese plate. Put the flavors of a fine-dining cheese plate atop a pizza by starting with your mozzarella base and adding Brie, walnuts, figs and a drizzle of honey. This combination is sure to make a statement, and salty-sweet flavor combos are always a winner. 2. Kick it up a notch. Consumers are getting more adventurous with the levels of spice they can handle, so test their taste buds with a spicy pepper Jack blend or a mix of mozzarella and habanero cheddar. Toppings can include additional peppers, spicy sausage, a cool drizzle of sour cream or a sprinkle of cotija. 3. Offer new appetizers. Who can say no to more cheese? Try a pizza fondue with mozzarella and cheddar served with dippable meatballs and bread bites, or whip up a shareable quesadilla with cheddar and Monterey Jack alongside housemade salsa. Arancini is another Italian favorite; it’s traditionally made with Parmesan and provolone but easily customizable with a cheese of the moment. 4. Send your taste buds on a trip. If there are cities that make you think of specific cheeses, turn them into a cheese blend for your pizza. Want customers to feel like they took a trip to St. Louis? Add Provel to your mozzarella. What about a tour of Philly? Pair sliced beefsteak with American and provolone cheeses. Mix some Fontina or Havarti with peanut sauce and top it with chicken, carrots and green onions for a pizza that evokes a voyage to Thailand. 5. Lighten up your dessert pizza. Spring is here, so introduce a delicate dessert pizza that features a light and fluffy cream cheese and ricotta base topped with a variety of local fruits and berries. J U N E / J U LY 2 0 1 8 | P M Q . C O M

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White Pizza Basics Do your customers love a pizza bianca? Here are some popular cheese combinations to consider: •

Mozzarella, Romano, Parmesan

•

Fontina, Gruyère

•

Mozzarella, Parmesan, Gorgonzola

•

Goat cheese, Parmesan, mozzarella

•

Mozzarella, Taleggio

Tom “The Dough Doctor” Lehmann, a pizza industry consultant from Manhattan, Kansas, says he has found that Parmesan and Romano cheeses blend splendidly with mozzarella, “adding depth as well as intensity to the cheese flavor.” But Lehmann isn’t opposed to leaving mozzarella out of the mix entirely. “I’m not sure I would want to use mozzarella cheese as a blending cheese due to its mild flavor,” he says. “This is why cheddar or other types of cheese are commonly blended with mozzarella to improve the overall flavor and, to some extent, texture.” He has never tried blending Parmesan, Romano and white cheddar, “but it might be worth a try,” he says. “A good way to see if you like the flavor is to make a pizza with your white cheddar and then sprinkle on an ounce or so of shredded Parmesan or half an ounce of grated Romano. By knowing how much cheddar you put on the pizza and how much Parmesan or Romano you put on, you will be able to calculate the blend needed to replicate the flavor. Be sure to experiment with different amounts of Parmesan and Romano or even blends of the two.” Ultimately, there are so many varieties of cheese that it doesn’t make sense to not experiment. Ask for samples at a local cheese shop to test your own palate before trying them out on customers. You may surprise yourself and find a new favorite fromage! Liz Barrett Foster is PMQ’s editor at large and author of Pizza: A Slice of American History.

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SURVIVE THE PIZZA BATTLE Download the Free Pizzeria Technology Checklist: thrivepos.com/survival

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The Bushwick Bar has ;laksdjf ;lkasjf ;lksadfj ;lkajs f;lkasjd f;klajd f;klajsd f;lkajsd f;lkajd f;lkajsdf ;lkajsdf ;lkajds f

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

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Loyalty the

Factor To compete with the chains, you have to compete for customer loyalty—and it all starts with a rewards program. By Liz Barrett Foster

omino’s CEO Patrick Doyle (leaving his post in June) has touted Domino’s Piece of the Pie loyalty rewards program numerous times on company earnings calls, noting how the program has been a significant driver in the company’s growth since its 2015 introduction. There’s no denying that loyalty programs work in the case of Domino’s and other large restaurant chains such as Panera and Starbucks. In fact, most of the Top 50 pizza chains have some type of loyalty or reward program in place (see chart on page 86). With so many restaurants to choose from, membership in a loyalty program can help ease the decision-making process for some consumers. In a 2016 Forrester Data Consumer Technographics North American Retail and Travel Survey, 60% of loyalty customers said the programs influence where they make purchases, and 48% said loyalty programs influence what they buy.

In the same Forrester survey, nearly two-thirds (64%) of U.S. online adults who belong to any customer loyalty program, and who regularly participate in most of the programs they join, said the programs make them feel more loyal to the brand or company, compared with 42% who participate in just a few programs and 19% who rarely participate. So now you may be starting to better understand why the big pizza chains got ahead of independents years ago and have stayed ahead. Copious research shows that today’s consumer craves a more personalized marketing experience, which includes messages and marketing sent through loyalty programs, and many top chains are meeting that need. Fortunately, you don’t have to be part of a pizza chain to start a loyalty program of your own.

J U N E / J U LY 2 0 1 8 | P M Q . C O M

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According to the 2018 Pizza Industry Census of PMQ readers:

41.7%

have an active rewards program... and 12.32% plan to offer one

58.7% have a POS system Customer experience is the name of the game, with satisfied customers much more likely to come back and to engage on social media via reviews and sharing.

A CASE FOR LOYALTY

Case studies of pizzerias that initiate loyalty programs help illustrate that the addition of a program can increase visits and spending. Rich Bowman purchased a struggling Rosati’s Pizza franchise in 2013 and chose to try loyalty marketing, using Las Vegas-based Repeat Returns. Bowman’s loyalty members now comprise 29% of his customer base, represent 62% of his store income, and are 85% of his heavy spenders. Bowman is also a Top 10 Rosati’s franchisee, according to the Repeat Returns case study. “Go anywhere online and relevant ads pop up,” says Kamron Karington, founder and CEO of Repeat Returns. “Consumers are used to personalized advertising.” According to a case study from Newton, Massachusettsbased Paytronix Systems, with CPK’s points-based Pizza Dough Rewards program, members earn $5 of “pizza dough” for every $100 spent online or in store. The study found that

57.08% 37.2% 16%

offer online ordering

use email marketing

use text/ SMS marketing

individualized offers and messaging targeted to three distinct guest personas, Good, Better and Best, based on purchase frequency, purchase size, order type and time of purchase. With the program in place, LaRosa’s saw a 24% increase in average ticket size, a 64% surge in average number of orders and a 73% boost in average dollar sales, according to the Hyperdrive case study.

“You create true loyalty by providing customers with the same convenient and personal experience at each and every point of sale.” — BENJAMIN KOOL, SOLUTIONS 4 DELIVERY more than 80% of Pizza Dough members interact with the brand’s rewards program to check balances and receive visitinspiring messages on their devices. LaRosa’s Family Pizzeria worked with Loveland, Ohiobased Hyperdrive on a guest satisfaction and engagement strategy that segmented its prospective customers and existing customers into five categories: prospect, onboarding, active, at-risk and lapsed. Using a personalized opt-in SMS and email program called MyLaRosa’s, the pizzeria delivered

AN EASY WAY TO GIVE BACK

Technology has provided operators with an amazing amount of data at their fingertips. Consumers want—and expect— business owners to use this data to deliver personalized experiences. Consumers also expect to be rewarded for their continued patronage, and loyalty programs are one of the easiest ways to give back. “Loyalty programs don’t attract a lot of new customers for you, but they do keep your current customers loyal, which

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“Loyalty programs don’t attract a lot of new customers for you, but they do keep your current customers loyal, which increases the amount of business they do with you and the length of time they stay.”

Your Perfect Kitchen Partner... It does it all!

— KAMRON KARINGTON, REPEAT RETURNS

increases the amount of business they do with you and the length of time they stay,” Karington notes. “You increase customer lifetime value with a loyalty program. Using analytics, you can dig even deeper and adjust offers based on a customer’s spending potential.” But you don’t want to get trapped in a cycle of bribing customers with discounts, according to Karington. “With loyalty programs, customers earn a reward by spending a predetermined amount of money with you,” he says. “Wouldn’t you rather them spend full price to earn that reward?” “A proper rewards program is the only way to gain the data needed to execute this kind of campaign,” says Michelle Tempesta, head of marketing at Paytronix Systems. “When the program is a success, brands gain the insight they need to become more profitable. “Rewarding guests for behavior increases the guests’ propensity to choose the brand again in the next purchase cycle,” Tempesta adds. “Next, brands leverage what they know about the guest to drive incremental visits and spend. With guest insights, marketing messages become more relevant and timely, thereby resonating with guests to cause action.” A good rewards program offers “a proverbial lever for driving traffic and can target discounts specifically to drive incremental spending,” Tempesta says. “Rewards programs also enable

the marketer to limit cannibalized sales. With insights and targeting tools, marketers ensure a higher proportion of full-priced checks.” And if you’re trying to get away from discounting, Karington points to the psychology behind a rewards program. “Discounts train people to wait for deals, while loyalty encourages people to spend more to earn a reward,” he says. Consider all of the points of contact you have with your customers. That data, including in-store and online purchases, social media feedback, and more can be fed into a robust loyalty platform that delivers highly targeted messages to each customer. “The number of guest touchpoints will only grow as brands provide more opportunities to order and pay for meals using technologies like mobile and voice assistants, and it’s imperative that all pertinent data is collected regardless of the type of transaction,” Tempesta says. “This helps create a richer guest profile and arms brands with the insights they need to send relevant communication and provide better experiences.” “The merchant is no longer in charge of their marketing,” Karington adds. “Their customers are. The more a merchant can focus on the customer experience, the better off they’ll be.” Liz Barrett Foster is PMQ’s editor at large and author of Pizza: A Slice of American History.

Combination Processors : cutters and vegetable slicers

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J U N E / J U LY 2 0 1 8 | P M Q . C O M

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LOYALTY A Piece of the Loyalty Pie By Rick Hynum You don’t get to be the largest pizza company on the planet by taking your customers for granted. Domino’s loyalty program, called Piece of the Pie Rewards, has been a key growth driver, according to executives speaking at Loyalty Expo 2018 in Orlando. Domino’s launched the program—which covered online orders exclusively— in 2015, and its membership now reportedly numbers in the millions. But even as the delivery chain was overtaking longtime industry leader Pizza Hut last year in total global sales (more than $12.2 billion for 2017), Domino’s upped the ante, expanding the program to offer loyalty points to customers no matter how they placed their orders—online, by phone or in the store. “Although our national pizza competitors, Papa John’s and Pizza Hut, don’t offer points [for offline orders], we know that other competitors across the industry offer it both online and offline,” said Sarah DePotter, Domino’s loyalty program leader. “So it’s a big disconnect for the customer when they get points for online orders but not for their orders in the store.” Now every Domino’s order of $10 or more earns 10 points. With 60 points, customers receive a free medium two-topping pizza. Domino’s has promoted the enhanced loyalty program through multiple channels, including TV, the company website, SMS/text messaging, paid and organic social media, search, email, in-store messaging, and a mobile game that can be played to earn bonus rewards points. So what was the impact of the new offering? Domino’s Loyalty Marketing Specialist Allie Porter laid out the details at the Loyalty Expo: •

•

Increased awareness—Domino’s rewards program earned a total of 250 million unpaid media impressions in 2017. For 2018, the company had already logged 500 million unpaid media impressions as of mid-May. Reaching new segments—Domino’s now gets more orders from “the person on the way home from soccer practice [as well as] a whole new segment that only calls in-store, like my parents and grandparents,” Porter noted. Increased engagement—Most pizza companies initially experience high enrollment with a new loyalty program, but the numbers soon taper off. “This program enhancement allowed us to keep skyrocketing,” Porter said. Higher customer satisfaction—Customers appreciate more ways to earn points, Porter said. “When we told members about this, it was proven that their satisfaction increased 20%. They [derive] more value out of the program. If they know they can earn every time [they order], they’re more willing to enter it. It’s worth their time.”

loyaltyprograms.indd 86

PROGRAMS: BY THE NUMBERS By PMQ research director Blake Harris

Contact Blake at blake@pmq.com if you would like to update any information in this report or add your rewards program to our list.

ver the past six months we’ve gathered information from the top 50 pizza chains and the third-party loyalty program developers they use. We’re happy to report that what we found backs up what the experts have been telling us: The major pizza players are increasingly relying on loyalty programs to attract and retain customers. Each chain’s program is different in its own way, and some use both loyalty programs and e-clubs while others use e-clubs only. We found a number of consistent categories and trends that you can see in the chart on the opposite page. It is sorted according to the success of the chains’ programs. The number of participants in these programs is not available, but the number of Android app downloads from the Google Play Store is, which provides a reasonably good indirect indicator. This means that programs that don’t currently use a mobile app are listed at the bottom, regardless of how many participants they might have. The programs are separated into two categories: Loyalty Programs, which include programs that provide rewards based on customer behavior, and E-Clubs, including email, text and receipt programs that provide rewards for just signing up. Not all programs have publicly listed names. Where available, third-party developers for programs and mobile apps have been listed. Each of these third-party companies provide different types of services to support the development of an effective program.

5/24/18 10:03 AM

Loyalty Success

Sales Rank

Pizza Company

Loyalty Program Name

E-club Name

Android App Downloads

3rd Party Loyalty Program Developer

3rd Party Android App Developer

Over 5 million

Domino's

Piece of the Pie Rewards

Domino's Email & Text Offers

10m-50m

in house

Over 5 million

Pizza Hut

Hut Rewards

--------------------

10m-50m

Punchh

in house

Over 5 million

Papa John's

Papa Rewards

Email & Text Deals

5m-10m

in house

Over 100k

Little Caesars

Loyalty Rewards

--------------------

500k-1m

in house

Over 100k

California Pizza Kitchen

Pizza Dough Rewards

--------------------

100k-500k

Paytronix

Over 100k

Cicis

My CiCi’s

--------------------

100k-500k

Punchh

PunchhTech

Over 100k

Hungry Howie's Pizza

Howie Rewards

Email club

100k-500k

Revention

Over 100k

Donatos Pizza

Coming Soon

Donatos Email & Text Club

100k-500k

in house

in house*

Over 100k

Blaze Pizza

--------------------

Name unavailable

100k-500k

in house

Relevant Mobile/Bridg

Over 50k

Pizza Ranch

Ranch Rewards

eClub

50k-100k

Paytronix

Over 50k

LaRosa's Pizzeria

MYLAROSA'S

--------------------

50k-100k

Hyperdrive Interactive

Unreported

Over 50k

Mazzio's Italian Eatery

--------------------

Mazzio's Eclub

50k-100k

Unreported

in house

Over 50k

Pie Five Pizza Co.

Circle of Crust

--------------------

50k-100k

Punchh

PunchhTech

Over 5k

Chuck E. Cheese's

More Cheese Rewards

Chuck E-Club

10k-50k

Salesforce

Unreported

Over 5k

Jet's Pizza

--------------------

Jet's® E-Club

10k-50k

in house

Over 5k

Godfather's Pizza

Godfather's Pizza REWARDS

E-club

10k-50k

Punchh

Revention

Over 5k

Papa Gino's Pizzeria

Rewards

--------------------

10k-50k

Paytronix

in house

Over 5k

Mountain Mike's Pizza

--------------------

Mike's Coupon Club

10k-50k

Unreported

in house

Over 5k

Gatti's Pizza

--------------------

10k-50k

Revention

Over 5k

Pizza Inn

Pizza Inn Rewards

--------------------

10k-50k

Punchh

Over 5k

Brixx Wood Fired Pizza

Brixx Roxx app

--------------------

10k-50k

Total Loyalty Solutions

Over 5k

Happy's Pizza

--------------------

The Happy Club

10k-50k

Unreported

Revention

Over 5k

Pizza Rev

Rev Rewards

--------------------

10k-50k

Punchh

PunchhTech

Over 5k

Pieology Pizzeria

--------------------

Eclub

5k-10k

Punchh

Over 100

Mellow Mushroom

--------------------

Eclub

1k-5k

Punchh

n/a

Over 100

Bertucci's

--------------------

Bertucci's Dough Nation

1k-5k

in house

Over 100

Monical's Pizza

--------------------

Monical's Dippin Club

1k-5k

in-house

n/a

Over 100

Simple Simon's Pizza

--------------------

1k-5k

n/a

Over 100

Sarpino's Pizzeria

Sarpino’s Loyalty Program

--------------------

1k-5k

Unreported

getanappnow.com

Over 100

Sbarro

--------------------

the Slice Society

500-1k

in house

Over 100

Pizza Factory

Coming Soon

Name unavailable

100-500

Fishbowl

ChowNow

No android

Papa Murphy's

--------------------

Dinner Circle

n/a

Bridg

n/a

No android

Marco's Pizza

--------------------

Marco's Eclub

n/a

Unreported

n/a

No android

Round Table Pizza

--------------------

Eclub & Text Club

n/a

Mobivity

n/a

No android

MOD Pizza

--------------------

Name unavailable

n/a

in house

n/a

No android

Pizza Pro

--------------------

n/a

No android

Villa Fresh Italian Kitchen

--------------------

Eclub

n/a

in-house

n/a

No android

Rosati's Pizza

--------------------

Rosati's VIP Program

n/a

Arrow POS

n/a

No android

Anthony's Coal Fired Pizza

ANTHONY'S COAL FIRED CLUB

Name unavailable

n/a

Paytronix

n/a

No android

Fox's Pizza Den

--------------------

Eclub

n/a

Unreported

n/a

No android

Ledo Pizza

--------------------

Email Club

n/a

in-house

n/a

No android

Giordano's

--------------------

G-Club

n/a

Fishbowl

n/a

No android

Shakey's Pizza Parlor

--------------------

Shakey's E-Club

n/a

Unreported

in house

No android

Imo's Pizza

Beyond Compare Rewards

--------------------

n/a

Unreported

n/a

No android

Dion's Pizza

--------------------

n/a

No android

Peter Piper Pizza

--------------------

Club Piper

n/a

Unreported

n/a

No android

Toppers Pizza

--------------------

Topper's Rewards

n/a

Fishbowl

n/a

No android

Famous Famiglia

--------------------

n/a

No android

Giovanni's Pizza

--------------------

n/a

No android

Me-N-Ed's Pizzeria

--------------------

Name unavailable

n/a

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PIZZA WITHOUT BORDERS

R E L AT E D V I D E O WATCH T HE V I DEO AT PMQ . CO M / 0 6 1 8D.

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SWEDEN GOES GOURMET BUT REMAINS LOYAL TO ITS FIRST LOVE: KEBAB PIZZA Pizza in Sweden developed as a hodgepodge of culinary multiculturalism in the 1970s. Adopted in stores run by firstgeneration Italian immigrants, pizza was considered little more than fast food until recent years. Mike Arvblom, organizer of the Pizza Champion Cup, says he began putting together pizza competitions to raise the level of pizza in Sweden. Today, pizza is moving full speed ahead toward haute cuisine. Unlike countries that got to know pizza through American chains, Sweden never had a real standard for what a pie should be. The average shop is independently run and easily boasts 40 to 60 pizzas on the menu. Typical toppings include bananas, nuts, crab sticks, curry powder, and, most popular of all, doner kebab. Doner kebab is spiced meat cooked on a spit and served in shaved slices on bread with lettuce, tomatoes, onions and sauce. It is popular with shop owners who have roots in the Middle East. And it was only a matter of time before pizza makers in Sweden started loading pizzas with the same toppings as a kebab sandwich, creating the country’s No. 1 bestselling pizza. But, despite its ongoing popularity, kebab pizza is not held in high esteem by many Swedes. They see it as a guilty pleasure or a comfort food. Instead, many up-and-coming gourmet pizza restaurants today sell pizza with homemade sourdough, local Nordic ingredients or authentic Italian D.O.P. toppings. In these shops, kebab pizza simply doesn’t belong. While traveling in Stockholm, I discovered the casual-chic restaurant Taverna Brillo, which sells pizzas with caviar and fine truffles. When I asked the sommelier if they sold kebab pizza, he smirked and said, “We don’t. It’s not really our thing. We are Italian-inspired, with some Scandinavian twists, but we would never go so far into making something as Swedish as that.” He reassured me, though, that there will always be a place for kebab pizza in Swedish people’s hearts, especially when they’re hungover and they “just have to get it.” But even as pizza booms in the gourmet sector and palates become more refined, Sweden lacks skilled pizza makers—and it has become a real problem. “We have 4,500 pizzerias in Sweden and not enough people to make pizza,” says Mikael Lundgren, who has sold pizza and kebab products in the Scandinavian market for more than 30 years. “Second-generation immigrants want to study rather than take over their parents’ pizza businesses.” Meanwhile, pizza competitions are stepping up pizza’s quality and prestige in Sweden. Still, old habits die hard. As Swedes gravitate toward more artisanal, healthy and locally grown fare, guilt-free products like vegan kebab have emerged to satisfy Sweden’s kebab pizza cravings.

COMPETITIONS AROUND THE GLOBE International Pizza & Pasta Championship Bucharest, Romania | March 11-13, 2018 pmq.com/romaniacompetition Pizza Champion Cup Stockholm, Sweden | March 23, 2018 pmq.com/pizzachampioncup Pizza Champion Cup Gothenburg, Sweden | April 20, 2018 pmq.com/amirbozaghian

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

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SPONSORED CONTENT

Win-Win Fundraising Opportunities for Pizzerias How many times a year are you approached by a school, church, youth sports association, or other fundraising group wanting money for this or that? Community involvement is a necessary part of running a successful business, and for over 19 years now there has been a way to do it that’s both hassle-free and profitable! The solution is Peel-A-Deal, a unique fundraiser peel-off coupon card. The cards let pizzerias partner with local schools and non-profits while increasing pizza sales and customer loyalty. The idea is simple: The pizzeria purchases custom-designed cards from Peel-a-Deal (Vision Marketing, Inc.) and either sells or gives them to schools, churches, soccer teams, and other groups in their area, who then turn around and sell them for a fee. Peel-A-Deal cards are typically sold to schools and groups on a 2-3 week consignment basis. For example, if a school has 200 children participating and each child sells five cards for $10, the profit is $10,000. If the pizzeria charges $4 per card and gives the school the other $6, the profit for the school is $6,000, and the pizzeria gets $4,000. Schools love this program because they can quickly raise a lot of money with no risk, as they return all unsold cards to the pizzeria. Pizzerias love

it because they make money on every card sold and from the coupons redeemed, while establishing new loyal customers. The card is used by the customer as a savings card and pays for itself after a few uses. The savings coupons are on the back, and customers peel them off and turn them in with their purchase. The coupons have an adhesive back and can stick right on a cash register receipt, thus providing easy coupon redemption and tracking for the pizzeria. Many pizzerias have significantly increased their sales while supporting their local communities by offering Peel-A-Deal fundraising programs. They advertise the programs on box toppers, table toppers, at the register, and in local advertisements. One pizza franchise sold 11,000 cards in less than six months, earning a “prepaid” income of $55,000 (at a profit of $5 per card). Vision Marketing, Inc. can supply you with all the tools to run a successful fundraising program. They will help you design a customized card for your pizzeria and consult with you on how to market it to nonprofit groups in your area. For more information, visit peeladeal.com or contact Vision Marketing, Inc. at 877-563-5654.

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IDEA ZONE

Pinsa (Not Pizza), Please! Pinsa is a revolutionary new product in flavor, texture and shape. Inspired by an ancient Roman flatbread cooked on hot ashes, pinsa resembles Roman pizza a taglio but isn’t exactly that. The unique blend of wheat, rice, soy and sourdough combined with a long fermentation process yields a light, digestible product that’s extremely versatile in toppings and restaurant concepts. Pinsa flour, as we know it today, officially appeared on the market in 2001 after nearly a decade of development by Corrado di Marco. Di Marco was determined to create a product that was healthy for consumers while still delivering a rich flavor profile that’s enjoyable to eat. Di Marco put years of research and development into the perfect blend of GMO-free flours that would create a product that’s crisp on the outside, moist on the inside, airy and low in gluten. Pinsa can be made fast because prep work can be done entirely in advance. Just mix with yeast, salt, olive oil and water and let it rest 48-72 hours. After the 72-hour dough is balled, it is proofed and stretched out into an oval shape in rice flour. “The rice flour acts as a

seal, which caramelizes on the outside and keeps the moisture on the inside,” says Carlo Pedone, president of Pinsa Romana America. Di Marco flour recommends par-baking all pinsa dough in advance to maximize flavors. Pinsa crust can be kept in refrigeration for up to six days and also can be stored in the freezer for months. Another great feature of pinsa is its extreme versatility. “Five-star restaurant chefs are introducing them to menus,” says Pedone. “But it can also work well in a fast-casual concept or in a deli display window.” Pinsa can be topped with a variety of ingredients either sweet or savory to make an elegant display of color and flavor. Toppings like mortadella and stracciatella or orange slices and dark chocolate are just a few of the endless combinations available to those selling pinsa in their stores. Once the client selects their pinsa of choice, it’s cooked in the oven and ready to serve on the spot. Join the many others who are opening pinsarias around the U.S. To find out more about pinsa and how to make it at your location, call Carlo at (414) 301-4245 or visit their website pinsaromana.us.

A revolutionary ingredient changing the way people enjoy Italian cuisine

To learn more about using Pinsa Romana Flour or attending the academy, visit us online: pinsaromana.us • pinsaschool.com Be the first in your area to make Pinsa, call today! Carlo F. Pedone • 414.301.4245 • carlo@pinsaromana.us

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SPONSORED CONTENT

This Dough Box Hack Saves Time, Money and Employee Grief Washing dough boxes day in and day out is a pain. With DoughSafe’s disposable Doughbox Bags, it is fast and easy to keep your dough boxes pristine, your labor cost low and your employees happy.

reduces the frustration of cleaning awkwardly sized dough trays. The more time employees spend with customers instead of washing boxes, the better the customer service.

Be Safe A clean dough box is important to protect against food-borne illnesses and lawsuits. However, dough boxes are cumbersome to clean. They are often too big to fit in the sink and, without proper drying, there is a high chance of “wet nesting.” This is water or moisture trapped between stacked boxes, which increases the chance of bacteria growth. Doughbox Bags are not only safer for your dough but will cost you less money by saving labor hours.

Simplify Operations Doughbox Bags are easy to use. The bags come on a roll, which can be left in a box or easily mounted on the wall. Employees simply slip the bag over the dough box and place the dough in the box (use of a release spray is recommended). After that, just cross and stack as usual. When the dough is finished, remove the bag and discard. Doughbox Bags create a tighter seal when stacking, but this generally does not require that any changes to the dough be made. To see a video demonstration, visit doughboxbag.com. “Your employees will love you for using this product, and you will feel better with the higher level of food safety,” says Wiley. Stop letting your dough boxes become a breeding ground for bacteria—order a free sample today! Gain peace of mind while saving both time and money with DoughSafe’s Doughbox Bags. To find out more or to order samples, visit doughboxbag.com or call 888-96-DOUGH.

Save Money At around 11 to 14 cents a bag, Doughbox Bags will cut your cost of maintaining clean dough boxes significantly—possibly almost in half, estimates Ray Wiley, founder of DoughSafe. ”We know because we did the calculations,” he said. With rising labor cost and a labor shortage, simplifying operations is important. It saves time for employees and

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IDEA ZONE

Ditch the Norm and Never Miss an Order Again One of the most commonly ignored parts of a pizza operator’s business are the basic communication services—specifically, telephone and Internet service. Yet for any carryout/delivery-based business, these together carry virtually all orders to the store. How often do we hear, “I HATE my phones” or “My Internet goes out all the time, and I miss web orders and cannot run credit cards”? Plus, of course, there’s the issue of busy signals. A busy signal is like locking your door in the middle of the day. The solution? PizzaCloud has a two-part service: First—the IP phone service. The base package includes up to six phones, a fax and/or EFAX connection and 10 phone lines. Yes, 10 lines is more than you need, but that is the point: In the busiest hour of the busiest day of the year, no one will get busy signals. The second service is the high-speed 4G/LTE cellular data backup. They install an additional router with a built-in cellular data modem. When your Internet service goes down, the backup kicks in and keeps the phones, web order flow and credit card processing all working. Without this, any VoIP service is risky. Other features of the phone system include start-of-call upsell messages, such as, “Thanks for calling Bob’s Pizza. Add some cheesy breadsticks today!”; on-hold music/messages; call recording; auto

answering (If not answered in a few rings, the system can pick up instead of a “Please hold—thankyouforcallingpleasehold—sorry about that, where were we?” message; detailed reports on time to answer, lost calls etc.; and special services and reports for multi-location operators, including centralized call centers. PizzaCloud works to ensure you get the maximum benefit from the system. Their support team will talk through your needs and set everything up for you. Most customers who use the start-of-call messages to promote add-on items see a $350 to $750 increase in revenue just on those items. The folks at PizzaCloud answer their phones 24 hours a day, 365 days a year (and they really do answer—you don’t have to rely on a voicemail box and hope someone calls you back). And PizzaCloud does not charge for tech support or moves/adds/changes. They will even search for good numbers for your new locations and hold them for up to a year at no charge! PizzaCloud’s base package is just $155.00 per month plus hardware (and it can be leased to eliminate upfront cost). Call 866-511-5521, visit pizzacloud.net or email jscully@pizzacloud.net for more information.

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SPONSORED CONTENT

Keep It Copacetic: Verify Each Purchase With Your Suppliers Accountability is the foundation of good accounting. But how can you do that efficiently with so many items in your restaurant? Small items like stickers or napkins go unnoticed in the jungle of orders and invoices. It’s these seemingly trivial products which are most prone to mark-ups or expensive substitutes that could be costing you more than you bid for. Cherry Pick Prices is revolutionary price-comparison software which lets you instantly find the best price for every item in your store across multiple suppliers. Cherry verifies that you paid exactly what you agreed to and that no substitutes were slipped in. Whether you shop across multiple suppliers or use a preferred vendor, Cherry’s ancillary features, such as contract price tracking and invoice police, help you stay on top of it. Deals and rebates that you have skillfully negotiated for your company never get altered without you knowing or forgotten altogether. John Gillespie from Five Star Pizza in Florida realized his system had lost thousands of dollars due to a substitution in his supply chain contract. As the franchisor of 20 stores, John was able to track pricing

in the stores he managed directly but lost oversight over pricing for his franchisees. It was at precisely one of his franchisee locations that a supplier innocently substituted a spec case of napkins that cost $29.99 for one costing $70, over double the original price he was paying. Even the most honest supply house can make mistakes, and these mistakes can be costly. These types of problems are a thing of the past with Cherry watching your back. Cherry knows your relationship with your supplier is important, which is why they do not aim to replace the sales rep. In fact, Cherry improves communication so you can stay on great terms. Catching pricey substitutes and correcting the error right away will save you from the resentment you may feel after having overpaid month after month. Don’t wait until you’ve already lost thousands of dollars to start verifying your suppliers. The devil’s in the details, and Cherry Pick Prices verifies everything to do with your food cost in a flash. PMQ readers get an exlusive 50% off your setup fee with promo code PMQ50%. To find out more, go to CherryPickPrices.com or call 1-833-324-3779.

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IDEA ZONE

This Symbiotic Relationship With Hotels Is Key The average hotel guest checks in between 4 and 7 pm; they’re tired, hungry and don’t know where to eat. Sure, a chain restaurant is always safe, but if they could discover a local pizzeria, available via speed dial on their hotel phone right at check-in, they may be inclined to choose your store over the competition. “The demographic we target with hotel room key advertising is highly susceptible to taking action. We don’t print on key sleeves, only keys themselves, the very thing these out-of-town guests will keep with them and look at several times each day during their trip,” says Kevin Coughlin, Projects Manager at Global Media Group (GMG). HOW DOES IT WORK? Global Media Group manages the relationship between your store and a hotel in your area that agrees to use hotel keys exclusively printed with your promotional material and distribute them to the tens of thousands of guests they see each year. After assessing the number of keys needed based on hotel capacity, GMG proposes a one-time fee to cover a 12-month period, which gives exclusive advertising to the pizzeria and unlimited keys to the hotel. Coughlin explains, “Calculating ROI is easy because there are no

additional fees. If a hotel runs out of keys before the end of 12 months, we print more and supply them directly to the hotel at no additional cost to the pizzeria, shipping included.” IDEAL FOR INDEPENDENTS The high level of customer service makes Global Media Group unique in their field and ideal for the independent. GMG guarantees that the keys they produce hold up to the hotel’s brand standards and use the proper type of MAG strip, which varies among hotels. GMG follows up with the hotel for you to ensure the program is running efficiently and reports back to you. In addition, GMG offers a number of services at no additional charge, including full custom graphic design of your hotel key, programming your store’s number into the hotel’s speed dial (when available) and negotiating your menu’s presence at each hotel. “Over 80% of our advertisers with Global Media Group renew every year with us because the program works! It speaks for itself,” says Coughlin. With 14 years and counting in the hotel key business, Global Media Group is confident you will see a return on your investment. Contact them at 800-380-0668 or visit globalmediagroup.us.

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PRODUCT SPOTLIGHT

THE UHLMANN COMPANY For more than three generations, the Uhlmann Company has been producing Heckers and Ceresota Unbleached flours for the finest pizza restaurants in Chicago and New York City. Using only the finest winter wheat with the highest quality protein, Heckers and Ceresota Unbleached Flours deliver consistency and quality in finished doughs that professionals demand. Visit their website to find a distributor near you. 866-866-8627, heckersceresota.com

YAMATO Perfect for portion control, Yamato’s Wireless Platform Scale has a removable stainlesssteel platform for easy cleanup, and its wireless feature lets you mount the display in a convenient position (including a wall-mounting bracket). The touch-free display tare keeps food preparation swift and sanitary, allowing taring after each ingredient with a wave of the hand. 262-236-0000, yamatoamericas.com

SUNGLO Manufactured by Infrared Dynamics, Inc., the Sunglo Suspended Infrared Patio Heater is perfect for large restaurant patios with a crowded floor plan, with no poles or bases in the way. The suspended heater includes the scroll metal frame. Powered by natural gas and needing electricity for the on/off wall switch, it distributes quiet radiant heat over a circle of 10’ to 12’. 888-317-5255, infradyne.com

ARMANINO FOODS

Traditionally used in the churrascarias of Argentina and Brazil, Chimichurri Sauce adds a bright, herby and pleasantly spicy finish to perfectly grilled meats, chicken or seafood. A product of Armanino Foods, this green, flavorful sauce is made with carefully selected parsley, lime, garlic, jalapeno peppers and cilantro. Other sauces include Basil Pesto, Artichoke Pesto, Cilantro Pesto and Dried Tomato & Garlic Pesto. 866-553-5611, armaninofoods.com

THE SHIRT SHACK Official printer of the 2018 U.S. Pizza Team t-shirts, the Shirt Shack offers custom screen printing and embroidery services to the pizza industry. Providing superior quality with a personal touch, they offer free quotes, free art design and no set-up fee. Now is the time to promote your brand and outfit your team members with free advertising for your pizzeria! 404-379-6924, theshirtshack.org

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

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VIDEO PRODUCT SPOTLIGHT

R E L AT E D V I D E O

CAPUTO / ORLANDO FOODS Chef Michele D’Amelio joins PMQ’s Brian Hernandez in the Test Kitchen to make Neapolitan dough with Caputo’s Pizzeria “00” flour. D’Amelio shows the difference between direct fermentation and double fermentation and demonstrates his technique for stretching the dough before making a Margherita pizza. WATCH T HE VIDEO AT PMQ.COM/0618E V ID EO SPO N SO R ED BY

PDQ POS SYSTEMS & LOST PIZZA CO. Brooks Roberts and Preston Lott, co-owners of the Lost Pizza Co. chain headquartered in Mississippi, discuss how they have relied on PDQ POS to grow their business, from opening new stores and training staff to real-time monitoring of sales and labor percentages and ensuring consistency and quality throughout the network of franchisees. WATCH T HE VIDEO AT PMQ.COM/0618F

V ID EO SPO N SO R ED BY

CORTO OLIVE OIL PMQ last year traveled to Lodi, California, to follow along with Corto’s David Garci-Aguirre during the fall olive harvest. After providing a behind-the-scenes glimpse of the harvesting process, Garci-Aguirre explains how California olive growers banded together to self-impose the strictest standards in the world and produce some of the finest olive oils on the planet. WATCH T HE VIDEO AT PMQ.COM/0618G V ID EO SPO N SO R ED BY

FOLLOW YOUR HEART Follow Your Heart offers the kind of vegan cheese you want to eat right out of the bag—and keep on eating. PMQ’s Test Chef Brian Hernandez uses Follow Your Heart’s Vegan Gourmet Mozzarella Shreds—which are entirely dairy- and lactose-free—in a pizza recipe that will make you think seriously about becoming a vegan yourself. WATCH T HE VIDEO AT PMQ.COM/0618H

V ID EO SPO N SO R ED BY

J U N E / J U LY 2 0 1 8 | P M Q . C O M

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THE PIZZA EXCHANGE

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Our NEW singleserve, double basket countertop model of AutoFry is compact and perfect for businesses looking to promote a made-toorder concept. Just like its counterparts, the AutoFry Mini-C is fully automated and fully enclosed. Equipped with its own ANSUL ® fire suppression system, AutoFry is the safest commercial fryer on the market.

Our new and improved, MultiChef XL uses a combination of convection, rapid air impingement, bottom infrared, and precision microwave to reduce cook times by up to 80%. Using MultiChef XL is simple, regardless of kitchen knowledge level. In just two steps, select one of 80 presets or enter in a manual time, and press start! MultiChef XL will take care of the rest.

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

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J U N E / J U LY 2 0 1 8 | P M Q . C O M

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(734) 421-1060 • tim@paprod.com 100 PMQ PIZZA MAGAZINE | THE WORLD’S AUTHORITY ON PIZZA

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

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THE PIZZA EXCHANGE

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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

DOUGH DIVIDERS/ROUNDERS

A revolutionary ingredient changing the way people enjoy Italian cuisine Carlo F. Pedone • 414.301.4245 • carlo@pinsaromana.us

Learn more about Pinsa Romana or attending the academy: pinsaromana.us • pinsaschool.com

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

Bringing Italian Back to Pizza Exclusive North American Importer of Ciao Tomatoes and Caputo Flour 201-368-9197 | orlandofoods.com 00 FLOUR

• 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

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

KING OF

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

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

J U N E / J U LY 2 0 1 8 | P M Q . C O M

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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! • Saturate neighborhoods with your message

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

• Personalize for more effective campaigns • Save on postage

D E L I C I O U S ™

It’s better than Every Door Direct Mail – and we’ll throw in free mailing software!

OME & DELICIOUS WHOLES ™

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

Hear samples at PizzaTV.com/Rix

Rix Quinn

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PIZZA INDUSTRY RESOURCE GUIDE

MIXERS

M E AT TO P P I N G S

PRESTIGE FOODS .....................314-567-3648................MEATTRADER@MSN.COM

Low Closeout Pricing! Call for this week’s special. For Deals That Go To Your Bottom Line.

MOISTURE-ABSORBENT TOPPINGS CONDITIONER/SUPPLIES

MIXERS

OLIVES

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

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

Pizza Package

ON HOLD MARKETING/PHONE SERVICES

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 Heavy Duty MIXeRS RS

2-Year Warranty

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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.

ALWAYS WITH YOU.

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

800-222-1138

www.varimixer.com www.varimixerusa.com V6OP

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

Get the latest and greatest in pizza news, recipes, videos, marketing strategies and technologies at www.pmq.com! J U N E / J U LY 2 0 1 8 | P M Q . C O M

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THE PIZZA EXCHANGE

ON HOLD MARKETING/PHONE SERVICES

PIZZA BOXES

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

800-626-0828 | starpizzabox.com ONLINE ORDERING

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

JUNE/JULY SPECIALS

High Qua lit y Pizza Tools

Made in Italy Since 1986 Phone 630-553-9135 sales@gimetalusa.com www.gimetalusa.com J U N E / J U LY 2 0 1 8 | P M Q . C O M

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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

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

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

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

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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 J U N E / J U LY 2 0 1 8 | P M Q . C O M

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THE PIZZA EXCHANGE

ROOM KEY ADVERTISING

SAUCE

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 #7110 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 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.

ALWAYS WITH YOU.

Come talk with us on these platforms!

TA B L EC LOT H S

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

View and order patterns online at Americo-Inc.com

Call 1-800-626-2350 FREE SWATCHES!

601 East Barton | West Memphis, AR 72301

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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

J U N E / J U LY 2 0 1 8 | P M Q . C O M

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PIZZA HALL OF FAME

Founder Mickey Mance and son Paul take a break at the pizzeria; Mickey’s combines a deli, market, liquor store and pizzeria under one roof; the hybrid business has remained a beachside tradition for 65 years; Mickey and Paul Mance horse around. Mickey’s Sauce Sandwich remains a customer favorite.

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

Watc narra h the video te , at piz d by Rix Qu zatv.c inn, o m /vide micke o/ ysitali an

MICKEY’S ITALIAN DELICATESSEN & LIQUOR STORE

CMY

If it ain’t broke, don’t fix it? Not at this SoCal beachside hybrid, which has thrived over 65 years thanks to a continual focus on upping its game. By Tracy Morin In 1953, 22-year-old Michael Angelo “Mickey” Mance, a former serviceman and accountant, took a leap of faith and opened his dream business, a deli, market and liquor store serving up Italian faves like pizza and spaghetti, in Hermosa Beach, California. “With no other pizza places, we sold tons, because no one else had it,” explains Paul Mance, Mickey’s son and owner of Mickey’s. “My dad was a brilliant guy—everything he touched turned to gold, and he was the nicest man you’d ever meet. Even if kids came in with no money, he’d give them a sandwich. He just wanted everyone to eat and leave happy.” With big shoes to fill, Paul didn’t look to significantly alter Mickey’s formula for success after his dad passed away, and the business remained a fairly old-school SoCal gem. But then the third generation came along—Paul’s son, Mickey, who brought fresh ideas to the company through digital marketing. “I wasn’t trying to change the business, just make it more efficient or improve upon it in some way,” Mickey recalls. “I wanted to maintain the brand but build on it, continue to grow its legacy.” Paul, meanwhile, admired his son’s business acumen—a throwback, he thought, to his own dad’s sharp instincts—and Mickey (now vice

president) joined the company in 2016. Mickey tapped new-school marketing techniques like social media; brought in a POS system, online ordering and smash-success third-party deliveries; and grew its catering business tenfold (providing a crucial year-round boost to supplement the beach location’s busy summers). “The saying, ‘If it ain’t broke, don’t fix it,’ I don’t agree with that at all,” Paul says. “You can’t get stagnant. You always have to look for ways to improve and keep up with the times.” Celebrating 65 years last spring, the business is obviously doing a lot of things right—and, yes, still looking to grow, tweak and possibly expand in the future. But some founding principles have never become passé: taking care of customers and employees (many of whom have worked at Mickey’s for decades) and always putting the business first. “We’re extremely proud of Mickey’s—both what my dad has done, and that we can carry it on,” Paul concludes. “This has been my life, and it means the world to us, doing everything we can to make it as good as it can be. We take everything very personally.”

Tracy Morin is PMQ’s senior copy editor.

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CMY

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

MOZZARELLA

RICOTTA

FRESH MOZZARELLA

CURD

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