PIZZA MAGAZINE THE WORLD'S AUTHORITY ON PIZZA | PMQ.COM | PIZZATV.COM
August 2018
the
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Caputo offers authentic Italian artisan cheeses to add delicious distinction to any menu.
CaputoCheese.com
©2018. All rights reserved. Caputo.
SUPER TROOPERS
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Owner Rick Drury and his pizza patrol are rewriting the laws of restaurant marketing at Precinct Pizza. P A G E 3 4
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8 Tips for Better Video 54
Boosting Online Sales 58
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the skill To reach an intended outcome, the journey there has to be flawless.
Tradition and Craftsmanship. At Caputo, we partner closely with you to understand your specific cheese needs. We then offer deliciously unique ideas and insights to build your business. Finally, backed by years of cheese-making experience, our craftsmen create the perfect customized solution to help you offer exceptional eating experiences to your customers. Discover our distinctive difference; call 708-450-0074.
Š2018. All rights reserved. Caputo.
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August 2018
PIZZA MAGAZINE THE WORLD'S AUTHORITY ON PIZZA | PMQ.COM | PIZZATV.COM
PMQ PIZZA MAGAZINE | Volume 22, Issue 6
August 2018
The Pizza Industry’s Business Monthly | PMQ.com
SUPER TROOPERS Owner Rick Drury and his pizza patrol are rewriting the laws of restaurant marketing at Precinct Pizza. P A G E 3 4
New York-Style Pizza 28
August2018cover.indd 1
8 Tips for Better Video 54
Boosting Online Sales 58
7/12/18 1:37 PM
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FIND US ONLINE
AS SEEN ON PIZZATV.COM LEE HUNZINGER’S MEAT STROMBOLI “I like to go just a little over the cutting edge and make things that most people aren’t making,” Lee Hunzinger, a pizzaiolo at Zoli’s NY Pizza Tavern in Addison, Texas, once told PMQ. And we have to give him credit: The Meat Stromboli is in a league of its own. It’s loaded with hot soppressata, Genoa salami, pepperoni, Italian sausage, ham, Parmesan cheese, fresh basil leaves and mozzarella, made on fresh-baked bread sprinkled with fennel seeds, oregano and sesame seeds. This meat-packed masterpiece lends new meaning to the expression, “Holy stromboli!” P I Z Z AT V. CO M /0 818 A
EXCLUSIVELY ON PMQ.COM
6 SIGNS THAT YOU MAY BE A BAD BOSS
ARMY SCIENTISTS INVENT THE PIZZA MRE
If you’re a new pizzeria owner or manager, you may be wondering, “Am I a good boss?” Fortunately, there are some telltale signs. While it may be scary to discover that you are guilty of some of these errors, don’t worry: There’s still time to turn things around.
Some call it the “Holy Grail of MREs”: pizza that soldiers can enjoy in the field. After decades of research, military scientists have finally invented a pepperoni pizza MRE for troops in the U.S. Army. And, says one official, “It’s pretty stinkin’ good.” P M Q . CO M / P I Z Z A M R E
P M Q . CO M / B A D B O S S
DOES THIS PIZZA PREVENT CANCER?
THE SCARY TRUTH ABOUT ONLINE REVIEWS
A team of scientists and chefs in Naples, Italy, say they’ve crafted a pizza that prevents cancer and heart disease. The Pizza Pascalina is described as “the pizza that extends life” and “an anti-tumor pizza.” All it’s missing are meats and cheese.
A 2016 survey found that 82% of American adults say they sometimes or always read online reviews when looking to make purchases. Data also shows people pay more attention to negative reviews than positive ones. But these reviews don’t always jibe with reality.
P M Q . CO M / P I Z Z A PA S C A L I N A
P M Q . CO M /O N L I N E R E V I E W S
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IN THIS ISSUE
AUGUST FEATURES ON T COV HE ER
34
As a Domino’s franchisee, ex-NYC paramedic Rick Drury didn’t always go by the book. Now he makes his own rules at the wildly successful Precinct Pizza in Tampa. By Rick Hynum PMQ.COM/0818F
PMQ.COM/0818E
Love New York: 28 INew York-Style Pizza
Pastabilities 46 The of Pasta Dishes
to Order: 58 Made Online Ordering
Tips for 54 8Better Video
Week In 66 AParma, Italy
8 PMQ PIZZA MAGAZINE | THE WORLD’S AUTHORITY ON PIZZA
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IN THIS ISSUE
18
Moneymakers: Start gearing up for National Pizza Month!
In Lehmann’s Terms: Air Impingement Ovens
16
Recipe of the Month
Chef’s Corner: Laura Meyer
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24
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Pizza Without Borders: Italy Fights the Chains
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Pizza Hall of Fame: Santucci’s
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P I Z Z AT V. C O M / V I D E O / S A N T U C C I S O R I G I N A L
IN EVERY ISSUE 6 12 14 26
Online @ PMQ.com From the Editor From the Inbox Art of Marketing
72 74 80 82
Idea Zones SmartMarket 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.
10 PMQ PIZZA MAGAZINE | THE WORLD’S AUTHORITY ON PIZZA
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FROM THE EDITOR
JOIN THE PIZZA TELEVISION NETWORK AND HELP US CELEBRATE AMERICAN INDEPENDENTS 24/7 Everyone knows about the top 50 pizza chains. They have the biggest marketing budgets, the best technology, training departments, legal departments and other advantages that come from having an existing and well-developed network of commerce in the $45 billion American pizza marketplace. But... …but but but but but.... According to research, Americans want to buy local. They want authenticity in their pizza. They want variety, fresher food and pizza adventure. They want to share their food, and pizza is meant to be shared. And the average independent pizzeria is always located nearby because there are more of them. Clearly, the reason the chains have gained so much market share over the last 10 years, despite the underlying advantages offered by independents, has been the overpowering convenience of digital ordering and digital marketing, which have until recently been something that only the chains could do. Now independents are catching up to the chains, according to PMQ’s 2018 Pizza Industry Census: • 89% of operators have a website. • 82% have a Facebook page. • 58.7% have a POS system. • 57.08% offer online ordering. • 41% have a Pizza Rewards program. • 39% have an Instagram account.
Steve Green Publisher
• 37% use email marketing. • 16% use text marketing. Independents are on their way to matching the chains in their digital prowess. Now that independents are closing the gap on the biggest advantage the chains have (technology), PMQ thinks it’s time to take advantage of the independents’ biggest advantage—being independent. When consumers are looking for the best pizza, do they expect to find it at a chain or an independent? I have heard it said many times that the biggest brand name in the pizza world is “Independent Pizza” (no royalty fee either). PMQ has now launched PizzaTV on the Roku streaming service. Our mission is to celebrate the pizza industry and provide consumers with the information they want to know about pizza and the people that make it. And who is more qualified to provide content for a Pizza Television Network than the readers, viewers and subscribers of the PMQ community? We’re just getting started. Please register your pizzeria at PizzaTV.com, and if you have a programming proposal, need publicity for a pilot or have any suggestions on how we should move forward with programming, please email proposals@ pizzatv.com. We look forward to working with you to make PizzaTV a powerful force for independent pizzerias across the United States!
PIZZA MAGAZINE THE WOR LD'S AU THOR ITY ON P IZ Z A | P MQ.COM | P IZ Z ATV.COM
August 2018
ON THE COVER: Former Domino’s franchisee Rick Drury and his “sisters in law” are on the case at Precinct Pizza in Tampa. Photo by Mark Dimitroff
SUPER TROOPERS Owner Rick Drury and his pizza patrol are rewriting the laws of restaurant marketing at Precinct Pizza. P A G E 3 4
New York-Style Pizza 28
A Publication of PMQ, Inc. 662-234-5481 Volume 22, Issue 5 August 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
8 Tips for Better Video 54
Boosting Online Sales 58
Special Events Caroline Felker, caroline@pmq.com ext. 140
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 9, Cedar Rapids, IA 52406-9953. 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.
12 PMQ PIZZA MAGAZINE | THE WORLD’S AUTHORITY ON PIZZA
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Full service at full speed.
Everything Square ever had, now with everything Square never had. Square for Restaurants
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Š 2018 Square, Inc. Square, the Square logo, and Square for Restaurants are trademarks of Square, Inc. Other trademarks and brands are the property of their respective owners.
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FROM THE INBOX
L ITTL E P O P S
Russo Nieves and Erwin Martinez of Little Pops competed in the U.S. Pizza Team’s U.S. Pizza Cup event in Chicago this summer.
C AMIL L E’ S WO O D F IR ED P IZ Z A
Camille Malaspina, owner of Camille’s, and executive chef David Noad test out an oven for their friends at Tree House Brewing Co.
A SLICE OF LOVE AND LIFE I’d like to boast about a wonderful pizzeria: Camille’s Wood Fired Pizza in Tolland, Connecticut. It’s an incredible pizzeria with innovative and fresh woodfired pizzas; great craft beers and a good selection of wines (that’s what I hear, anyway—I don’t drink alcohol); a diverse menu of traditional and unique dishes; and an incredible community spirit. Camille and the entire staff are caring and considerate people, because that’s who they hire. Camille’s has also supported and raised funds for the work done by my organization, the Father Joseph Network, in Haiti. Camille’s is really a slice of love and life in Tolland!
CALLING OUT NEGATIVE REVIEWS I’m writing in response to PMQ’s recent Facebook post about how pizzeria owners handle negative online reviews. We have two types of customers that use online reviews. Some read all the great reviews and come in for a visit. I ask them if they read the bad ones as well. “Nope,” they say. “We didn’t see any!” Others ask if I’m the one who replies to negative reviews. I answer yes, and they say, “That’s why we’re here! We love the way you go after them and defend your pizzeria.” To me, no negative review has any merit if the customer hasn’t given us a chance to correct the problem. Most of the negative reviews are fake, and I call them out. We work too hard to put up with that, and our business is growing every day. I walk the floor every chance I get and speak with customers, so I know the truth! Michael J. Nelson Little Pops NY Pizzeria Trattoria Naperville, IL Thanks for sharing your thoughts with our readers, Michael! STUFF WE LOVE
Tim Maurer CEO, Father Joseph Network Tolland, CT You sold us, Tim! Thanks for this glowing testament to Camille’s. We will keep them in mind for future stories!
Correction: The “Gluten-Free Gluttony” article in the June-July issue of PMQ contained two photo placement errors. Incorrect photos of the pizzas for Mr. T’s Pizzeria and Brick’s Wood Fired Pizza were used in the pictorial. We apologize for the errors.
MOD PIZZA
For troubled teen Isaac Pedley, the MOD Pizza location in Naperville, Illinois, was his “happy place.” Since Isaac’s tragic death by suicide in April 2017, MOD has partnered with his family to raise funds for the JED Foundation, a nonprofit focused on teen mental health. Now the chain has unveiled a new signature pizza in Isaac’s name, to be sold at all 355 locations until the beginning of National Suicide Prevention Awareness Month in September. Sales of MOD’s first “impact pizza” will benefit the JED Foundation.
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IN LEHMANN’S TERMS
/
GETTING A BETTER BAKE WITH AIR IMPINGEMENT OVENS If your pizzas aren’t coming out right, here’s how to put your “finger” on the problem. By Tom Lehmann
Q
We switched to an air impingement oven but can’t get a good, balanced bake between the top and bottom of our pizzas. Why?
A
Your question is a fairly common one. I assume you’ve already worked with the baking time and temperature and made sure the oven has been cleaned and operates properly, but the problem persists. Now you need to look at the oven finger profile. Air impingement ovens are sold with a “stock” finger profile, which is typically full open across the bottom but varied across the top. The top finger profile varies according to the type (gas or electric), size and manufacturer of the oven. Some ovens come with a custom or proprietary finger profile. This feature can be troublesome if you’re working with a used oven—it might have one of those custom finger profiles, which, in all probability, will not be the best for baking your pizzas. Since there are so many different possible fingers for air impingement ovens, you should first confirm that all of the bottom fingers are fully open for maximum airflow. (This requires removing the conveyor belt, which is not a difficult task and has to be done for routine cleaning anyway.) Then remove the top fingers (being careful to
note their respective positions), record the number on each finger insert, and contact the oven manufacturer with this information to see if it conforms to their stock pizza finger profile. If it does, you will then need to discuss with them what changes should be made to the finger profile to achieve the type of bake you are looking for. If you buy a new oven, manufacturers will make sure it has the correct finger profile for your pizzas. If the oven is used, you may have to swap out fingers to create the best baking profile for your pizza. Some vendors are quite accommodating, while others are not. So remember: Before buying an oven, inspect the top and bottom finger profile and compare it to the manufacturer’s stock finger profile for that oven. This will at least ensure you are buying an oven profiled for pizza rather than baking seafood dishes, and you won’t have to pay the extra cost of changing the finger profile in addition to the cost of the oven!
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
P
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MONEYMAKERS
Here’s how to create a menu that shines: Craft a pizza topped with glitter and rainbows and call it Magical AF. DagWood’s, located in Santa Monica, California, touted the signature pizza—a Margherita pie sprinkled with unicorn-style edible glitter in a rainbow palette—during LGBTQ Pride Month in June. The national media took notice, including Jimmy Kimmel Live! and websites like Time Out and Nerdist. “It’s outrageously popular, especially with kids,” DagWood’s general manager Mark Peters told Time Out. “You should see how happy some of these kids are, but, really, people of all ages. Everybody’s pretty pumped about it.”
DAGW O O D’S
ALL THAT GLITTERS
Life is all glitter and rainbows with the Magical AF pizza at DagWood’s. The pizzeria’s decor also includes a mural of pizza slices shaped like angel wings, a big hit with Instagram users.
QUICK TIP 1
START A BIRTHDAY CLUB Everyone likes to be remembered on their birthday. The gift of a free dine-in pizza makes it even better. If you’re struggling to build your email list, incentivize your guests to sign up for your birthday club. They’ll probably bring their family members, friends or co-workers to celebrate the big day, and you’ll have a chance to win over new customers!
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The robot whisperers at Zume Pizza have struck again. Vincenzo, the newest robo-chef at the Mountain View, California, delivery-only shop, can’t warn Will Robinson about the dangers of a hot oven, but it can make sure he doesn’t get his arms burned. The six-axis robot, one of many mechanized workers on Zume’s team, recognizes when Zume’s pies have reached par-baked perfection, removes them from the 800° oven and places them on indexed racks that are later loaded onto delivery trucks. Described as the company’s “smartest and most precise food robot,” Vincenzo handles the pies without tearing the dough or losing toppings. Once the pies are loaded on the trucks, a human employee pops them into onboard ovens for the finishing bake en route to the delivery customer’s door, ensuring that each pizza is fresh and hot when it arrives.
Zume Pizza executives say Vincenzo—essentially a long robotic arm—will free up one of its head pizzaioli to focus on nurturing the company’s poolish dough and developing new artisanal recipes.
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MONEYMAKERS
VINNIE’S GIVES ITS HEART TO IMMIGRANTS
Vinnie’s Pizzeria, legendary in Brooklyn, New York, for its pizza box made of pizza and pizza slices topped with pizza, made news again in June with a signature pie that generated money for organizations helping immigrant families separated at the U.S. border. In the one-day fundraiser, co-owner Sean Berthiaume sold cheese slices topped with heart-shaped mini-pizzas to symbolize compassion for immigrants seeking a better life in America. The pizzeria’s two locations—in Williamsburg and Greenpoint—raised more than $2,000, and a friend of Berthiaume’s matched that amount for a total of $4,000. The money went to four charities providing aid to immigrant families. “And our heart grew three sizes that day!” Berthiaume posted on Instagram. “Sometimes the world seems dark, and you feel helpless, but yesterday proved to me that there’s love and humanity and hope all around us.”
VINNIE’S PIZ Z ER IA
Vinnie’s Pizzeria created a specialty pizza topped with heartshaped mini-pizzas to raise more than $4,000 for charities aiding immigrant families separated at the U.S. border.
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GEAR UP NOW FOR NATIONAL PIZZA MONTH! October will be here sooner than you think, so now is the time to develop a marketing plan for National Pizza Month. Create giveaway promotions, partner with a local charity or develop a special menu for the month. The more you plan ahead, the more money you’ll make!
A SLICE AND A GOOD NIGHT’S SLEEP Pizza marketing makes strange bedfellows. For proof, look no further than a recent cross-promotion between Papa John’s Pizza and furniture chain Raymour & Flanigan. For two weeks in June, customers who purchased mattresses for more than $500 at any of the furniture retailer’s 100 stores received a year’s worth of free pizza—one pie a month—from Papa John’s. The promo took aim at e-commerce startups like Casper, which ships mattresses to customers in boxes. “Mattresses shouldn’t come in a box,” an actor notes in a video touting the deal on the Raymour & Flanigan website. “Pizza comes in a box.”
A crosspromotion between Papa John’s and brickand-mortar mattress retailer Raymour & Flanigan took aim at online “bed-in-a-box” startups.
20 PMQ PIZZA MAGAZINE | THE WORLD’S AUTHORITY ON PIZZA
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THE CHEF’S CORNER
dez’s ernan rian H rview B h c t e Wa th int t in-dep ra Meyer a au 8B 1 L 8 h 0 it / w om .pmq.c www
LAURA MEYER | T O N Y ’ S
P I Z Z A N A P O L E TA N A
One of the industry’s most acclaimed pizzaioli shares a recipe that’s layered with salty, sweet, smoky and spicy flavors. | By Brian Hernandez All the greats in the world, be they superheroes, late-night talk show hosts, presidents or sports figures, have that one person who helped them rise to the top of their game. Sometimes they’re the unsung heroes who stay behind the scenes. Sometimes they’re equal partners. The same is true for any great pizzaiolo. There is always someone they have relied on to help them achieve greatness. Batman had Robin, Jordan had Pippen, and Tony Gemignani has Laura Meyer. Laura has been working with Gemignani for 13 years now, having stepped up to a very important managerial role in several of his restaurants over time. But she has become one of the industry’s shining stars in her own right. In a 2016 profile of Meyer, Eater.com described her as “the pizzaiola [who is] changing the face of pizza,” adding that “the San Franciscan has achieved more at the age of 27 than most pizzaiolos [accomplish] in their entire lifetime.”
Meyer was the first woman and the first American to win the Pizza in Teglia (pan) category during her inaugural trip to the World Pizza Championship in Parma, Italy, in 2013. Since then, she has continued to grow her culinary prowess and rack up culinary awards and other honors. She was named on Zagat’s “Top 30 Under 30” list in 2014 and then made Forbes’ “Top 30 Under 30” list two years later. And none other than Scott Wiener, proprietor of Scott’s Pizza Tours in New York, has praised her as “a true pizza ninja” as well as a “force of good in the pizza community.” In addition to sitting down with me for a personal interview, Laura was kind enough to share with our Chef ’s Corner readers one of her personal creations, The Peach Pie. Featuring a well-balanced mix of flavors—salty, sweet, smoky and spicy—this pizza truly has something for everyone.
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THE PEACH PIE INGREDIENTS 13-oz. New York-style dough ball or 9-oz. Neapolitan dough ball 4-oz. ball fresh mozzarella 3 oz. scamorza cheese, shredded 1 yellow or white peach, thinly sliced 4 oz. peach puree 2 oz. simple syrup 3-4 oz. corn, grilled and shaved off the cob 2-3 slices of bacon, cooked until crispy Chili flakes Smoked sea salt 3 sprigs fresh thyme
R E L AT E D V I D E O
DIRECTIONS Saute the peach slices in the syrup and puree until soft but still slightly firm, and until the syrup reduces by 1/3. For New York-style: Stretch dough to 12”. Place shredded mozzarella over the base and cook until about 50% to 60% done. Take it out of the oven and spread the shredded scamorza on the crust, then scatter the peaches with their juice on top of the cheese. Add the bacon and corn on top and return to oven. Finish the rest of the bake until the bacon is sizzling and the corn is hot. When it’s done baking, take it out of the oven and cut it into six slices. Sprinkle with chili flakes, smoked sea salt and fresh thyme off the sprig.
Brian Hernandez, a longtime pizzaiolo, is PMQ’s test chef, U.S. Pizza Team event coordinator and a host on PizzaTV.
For a wood-burning oven: Stretch dough to 12”. Scatter peaches in their juice around the dough. Spread the fresh mozzarella on top of the peaches. Bake it until it’s about 60% to 70% done. Take it out of the oven and add the shredded scamorza, corn and bacon. Return it to the oven and finish the bake, making sure bacon is starting to sizzle and the corn is warm. Take it out of the oven and cut it into six pieces. Sprinkle with chili flakes, smoked sea salt and fresh thyme off the sprig.
LEA R N H OW TO M A KE T HE P E AC H PIE IN O UR EXCLU S I V E R EC I P E V ID EO AT WWW. PM Q . COM / 0 81 8C
And there you have it, The Peach Pie. This is a greattasting pie with complex flavors that play off each other in the best way possible—through pizza! If you want to find out more about Laura Meyer, check out my in-depth interview with her exclusively at pmq.com/lauratalks. AUGUST 2018 | PMQ.COM
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RECIPE OF THE MONTH
Caputo Americana Grandma Pie SPONSORED BY:
INGREDIENTS (FOR 12 PIZZAS): 25kg “00” Americana flour 15.5 L water 500ml EVOO (extra-virgin olive oil) 125g fresh yeast 625g salt 15x15x1 Grandma Pizza pan 22 oz. dough ball 12-13 oz. mozzarella cheese, shredded 12 oz Ciao crushed tomato
DOUGH RECIPE:
R E L AT E D V I D E O LEA R N H OW TO MA KE T H E CA PUTO A MER ICA N A G R A N D MA PIE IN O UR EXCLUSIV E R ECIPE V ID EO AT WWW. PMQ . CO M/0 8 18 D
Add your water to mixer and dissolve fresh yeast in water. Pour in half of the “00” Americana flour. Mix at slow speed, then slowly add salt while mixing. Once salt is fully mixed in, add the remainder of flour to the mixer and continue mixing. Mix for a couple minutes, then slowly add the oil. Mix until fully incorporated and a cohesive dough ball has formed in the bowl. Mix for a total of 15 minutes from beginning to end. Place on your bench and let rest for 30 minutes. Then refrigerate for 24 to 72 hours—the longer the better for flavor and crumb structure.
AUGUST RECIPE
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GRANDMA PIE RECIPE: Place your dough ball in the grandma pan and begin to stretch it out to reach all the corners. This will take time. Once you have reached all the corners and filled the entire pan, cover your dough and let it rest in a warm area for about 30 to 60 minutes until you see a rise in the dough. Make sure you get your dough into all of the corners after your rise, and then you can begin to top the pizza.
Spread your cheese evenly over the pie. Do not be afraid to take the cheese far out to the edges. Add diagonal lines of crushed tomatoes over the whole pie. Bake at 550 to 600 degrees for about 10 to 12 minutes or until the crust is golden-brown and firm on the bottom. Fresh basil or shredded Parmesan will top off the pie nicely after the bake while adding some color and texture.
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Ali Haider and Gianni Gallucci shared first prize in the Classico division of the U.S. Pizza Cup, with both using Caputo 00 Flour.
A Winning Recipe. EXCLUSIVE NORTH AMERICAN IMPORTS BY ORLANDO FOODS.
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andpicked and packed fresh & ripe with generations of tradition, Ciao brand Italian Peeled Tomatoes are produced specifically to meet the needs of Chefs and Pizzaioli alike. We take extra care in selecting our tomatoes to assure maximum maturity of raw materials. These tomatoes are packed in a heavy juice with added fresh basil to yield the perfect balance of whole tomatoes to fragrant, fresh tomato puree according to our most ancient tradition of the Vesuvio region.
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CAPUTO: THE STRENGTH OF TRADITION, MADE IN NAPLES.
nly pure wheat is used in Caputo flours, never any additives or preservatives. Through our longstanding relationships with top wheat farmers around the world, we select only the best wheat available every season. We mill slowly, sacrificing speed for quality to avoid damaging the protein and gluten. Each of our flours was developed in concert with the Pizzaioli, pasta makers, and pastry chefs. We work with them to continiously assure our flour performs to their expectations.
Orlando Food Sales, Maywood, NJ 201-368-9197 | orlandofoods.com
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THE ART OF MARKETING
Looking for more marketing ideas and insights? PMQ has you covered!
Liz Barrett Foster Editor at Large
August 2018 Top Marketing Tips & Tricks 3 WAYS TO PROMOTE FROZEN DRINKS Tropical locale or not, there’s nothing better than a frozen beverage on a hot summer day. Steal some tips from the beer and cocktail marketing playbook when you’re looking to sell more frozen drinks at your pizzeria: 1. Offer a flight of mini frozen drinks so customers can try a few varieties before ordering a large version of their favorite. 2. Highlight a creative “frozen drink of the day” on social media and make it available during the hottest hours. 3. If you’re feeling particularly adventurous, try pairing some of your frozen drinks with complementary menu items.
BUILD LASTING RELATIONSHIPS The start of the school year is the perfect time to reintroduce yourself and your pizzeria to area schools and businesses. Not only can your pizzeria be a resource for catering, school lunch programs and special events beyond your four walls, but you can offer fundraising and event space for holidays, birthday parties and meetings inside the pizzeria. Schools are always interested in chefs hosting cooking classes at the school, where you can hand out free kids-meal vouchers. The opportunities are endless, so don’t let another school year pass you by without reaching out.
BORROW THIS IDEA: HOST AN OVEN TAKEOVER You’ve heard of social media takeovers, but what about an oven takeover? Nicky’s Coal Fired, located in Nashville, has invited three chefs to take over its ovens this fall. Dubbed “Live Fire,” the event is a tribute to the restaurant’s coal-fired oven, Enrico, the only coal-burning, open-flame oven in Tennessee. Chefs with experience cooking over an open flame have been invited by executive chef Tony Galzin to man the oven on three separate nights—August 22, October 17 and November 14. Visiting chefs include Andy Ticer and Michael Hudman from The Gray Canary in Memphis; Mike Randolph from Público in St. Louis; and Emily Blount and her team from Saint Leo in Oxford, Mississippi.
QUICK PROMO TIP
Post your specials online! If you have daily or weekly specials that get posted on a whiteboard or sidewalk sign, don’t forget to post them on your social media pages. If you can post them a few days ahead of time, even better. Give your customers more opportunities to plan to eat at your pizzeria.
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The North American Pizza & Culinary Academy schools the U.S. Pizza Team
Twenty-three pizzaioli from across the United States flocked to the U.S. Pizza Cup at the North American Pizza & Culinary Academy. Pizza makers from California to New York were competing in both Classico and Gluten-Free categories for a top prize of a premiere membership in the U.S. Pizza Team and a trip to compete in the World Pizza Championship in Parma, Italy, in 2019.
Zero Ottantuno Neapolitan Street Food’s Gianni Gallucci won first place in the Classico category with this tasty pie.
USPT Coordinator Brian Hernandez and NAPCA Master Istruttore Leo Spizzirri
Salvatore Passalacqua (Marabella Old World Pizza, Greenville, NC) checks out the bake on his pie.
USPT members Tore Trupiano (Dominic’s Italian Restaurant, Oceanside, CA), Michael Wolf (The Lamb & The Wolf, Rocklin, CA) and Salvatore Passalacqua (Marabella Old World Pizza, Greenville, NC) work on competition strategy.
USPT member Dave Sommers (Mad Mushroom, West Lafayette, IN) describes his pie to the judges as Gino Rago (Panino’s Pizza, Chicago, IL) looks on. AUGUST 2018 | PMQ.COM
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New York State of Mind It’s the pizza that looks the most like, well, pizza. Here’s the story behind America’s oldest and most familiar pizza style. By Liz Barrett Foster
NEW YORK-STYLE PIZZA IS AN AMERICAN ICON. Even those who didn’t grow up in New York or never tasted a New York slice can still recognize a New York pizza. That big, signature, foldable crust, complete with a healthy helping of part-skim mozzarella forming a satisfying river of grease down the middle, is undeniably a Big Apple original. When pizza is featured in a blockbuster movie or TV show, New York-style pie almost always lands the part. Why? Because New York-style pizza is the pizza that looks the most like, well, pizza. The story began back in 1905. Traditionally, pizzas were cooked in woodburning ovens in Italy. But when Italians began immigrating to America, coal was the most economical fuel for cooking. So when Gennaro Lombardi opened his legendary New York City pizzeria in 1905, he baked his Neapolitan-style pizzas with coal (which Lombardi’s still does today) and ended up pioneering a new style. Eventually labeled New York-style pizza, it featured a crispier crust than the more delicate Neapolitan style coming out of the wood-burning ovens of Naples.
AUGUST 2018 | PMQ.COM
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DANIEL LEE PEREA
The New York Essentials John Arena, co-owner of Metro Pizza in Las Vegas, grew up making New York-style pizzas in his father’s Brooklyn shop. He shared these tips with PMQ for crafting the perfect dough: • Keep it simple. New York-style dough requires just five ingredients: Flour, yeast, water, olive oil and salt. “We’re never going to put any sugar in the dough to accelerate the fermentation process,” Arena notes. “We’re not going to use warm water to make everything happen faster. We’re going to do everything as slowly as possible and let the flavors and textures develop fully.” • Start with fresh, clean water. You don’t need New York water to make good New York pizza, Arena says. “We just want to make sure the water we use is pure,” he says. “If the water in your area doesn’t taste good coming out of the tap, it’s not going to taste any better when you eat it [in the dough]. It doesn’t have to be water from New York—it just has to be good, pure water that tastes good and is fresh.” • Use sea salt or kosher salt. Avoid iodized salt in your dough, Arena advises. “We don’t want iodine flavor in our pizza dough. All we want in our pizza dough is wheat. That’s what the dough should taste like—wheat and the flavors of the fermentation and the development of amino acids.” • Avoid instant yeast. Use either fresh yeast or dry active yeast only. “We don’t want the dough to blow up quickly,” Arena says. “We want it to take time. Flavors are going to come over a long period of time. Even in Italy, dough makers use very long fermentation times, up to 96 hours. That’s where the flavor comes from.” • Don’t rush. Arena strongly recommends allowing three days for fermentation. “You can use [the dough] after a day or a day and a half, but it really will be at its best in terms of flavor, texture, color development and the ability to work the dough after two to three days,” he says. “Three days is best.”
After World War II, pizza began growing in popularity around the United States, and gas ovens were introduced to speed up pizza production. Pizzerias started popping up everywhere, especially in New York. Now, most New Yorkstyle pizzas are prepared in deck ovens. MAKING NEW YORK-STYLE PIZZA
If you’ve been curious about adding a New York-style pizza to your menu, there are hundreds of recipes—and tons of advice on the topic. Some say it’s impossible to make a good New Yorkstyle pizza outside of New York, while others go so far as to have New York water shipped in to lend authenticity to their slices. However, it doesn’t have to be that difficult. Creating a New York-style pizza can be as simple as finding a good recipe, such as the one shared with PMQ by John Arena, co-owner of Metro Pizza in Las Vegas, a few years ago. The recipe should contain the New York-style basics of high-gluten bromated flour, pure water, sea salt or kosher salt, fresh or dry active yeast (not instant), and olive oil. Measure your ingredients by weight instead of volume to ensure greater accuracy, and allow your dough balls to ferment in the cooler for two to three days. (It’s important to note that Neapolitan-style pizza spends some of its time fermenting outside of the cooler). Hand-stretch your dough and avoid overloading your pizza. Heavy toppings can make folding difficult, so stick with the traditional New Yorkstyle toppings, such as plain cheese, pepperoni and mushrooms.
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The typical New York-style pizza doesn’t feature a lot of toppings.
MARKETING NEW YORK-STYLE PIZZA
A New York-style pizza practically markets itself, since many people know and crave it. But, if you want to create additional excitement around this menu item, here are some ideas for spreading the word: • Get in the New York groove. Host a New York-themed night, complete with “cheesy” tourist souvenir props, “I Heart New York” T-shirts, Mets and Yankees baseball caps, Statue of Liberty crowns, and New York movies playing on the big screen. Surrounding guests with all things New York will get them into the right mind-set.
•
Get competitive. Hold a social media contest with prizes that include a free New York-style pizza. For a chance to win, ask your fans to name famous movies set in New York, favorite Big Apple tourist spots, or even songs about the city. (Did you think that song about getting caught between the moon and New York City was about pizza? It’s not.) • Teach them a lesson. Host a cooking class on how to make New York-style pizza. You can schedule the class on a slow night or set it up in your private event room. Show guests how to mix the dough and toss the pizzas. Sell cocktails and invite everyone to stick around for dinner. Liz Barrett Foster is PMQ’s editor at large and author of Pizza: A Slice of American History.
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Need a hand spicing up your crust?
No problem, we’ve got you covered. Visit the Tom Lehmann Dough Information Center for the answers to all your dough formulation questions. From baker’s percentages to water content to flavor-infused doughs, the Dough Doctor provides the info that will have you raking in the dough!
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As a Domino’s franchisee, ex-NYC paramedic Rick Drury didn’t always go by the book. Now he makes his own rules at the wildly successful Precinct Pizza in Tampa. By Rick Hynum When he was a younger man working for a Domino’s Pizza store in the late 1980s, Rick Drury, owner of the two-location Precinct Pizza in Tampa, Florida, admits he was a “terrible employee” who thought he knew more about running a pizzeria MARK DIMITROFF
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than his bosses. Turns out he was right. But he had to break a lot of rules to prove it.
TROOPERS
LE ARN MORE ABOUT RIC K DRURY, TH E PREC INCT PIZ Z A C H IE F, IN THIS VIDEO E XC LUS IVE
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Rick Drury’s stint as an EMT in New York inspired the decor for Precinct Pizza.
“I went to the local market and bought fresh beef and other meats and fresh vegetables rather than use the toppings Domino’s sold to us and required us to use. I knew this was a big no-no, but it was necessary to prove that quality did matter.” — RICK DRURY, PRECINCT PIZZA
After taking over a struggling Domino’s franchise in Long Island, New York, Drury flouted the corporation’s specifications and bucked a cookie-cutter system that stressed low food costs over quality—and quadrupled the store’s sales in just six months. He went on to launch one of the busiest independent pizza restaurants in the country, with a hip, young “mod squad” of employees and catering clients that range from local schools and daycare centers to Paul McCartney, Taylor Swift, Garth Brooks and Lady GaGa. Few independent pizzeria owners today know more than Drury about how to compete with the big chains. And now he’s ready to impart his wisdom to others as he looks to franchise the Precinct Pizza concept. THE TURNAROUND ARTIST
Drury has always been a man torn between two passions—pizza and saving lives. He started delivering for Domino’s as a college student, but he’d set his sights on a career as an emergency medical technician. That changed (temporarily, at least) when a Domino’s corporate executive showed up one day, fired everyone for employee theft and took over the shop. “Since I’d
just started working there, he allowed me to stay and promoted me to assistant manager on the spot,” Drury says. “I wasn’t going to argue with a guy making pizza in a three-piece suit.” After moving up to a manager’s position, Drury quickly rose to superstar status in Domino’s. “I was one of the fastest pizza makers in the Northeast and was tasked with turning around underperforming stores,” he says. “I had a knack for evaluating a store’s problems and rectifying them quickly.” In 1995, he bought his own franchise on Long Island, and he and his wife, Jessica, who had no previous pizzeria experience but proved to be a fast learner, set about reviving its fortunes. “When I purchased it, the store was doing about $4,500 a week and was ranked 18th in sales out of the 34 stores on Long Island,” he says. Within six months, the store was raking in more than $20,000 per week and had rocketed to No. 3. Drury credits the sales boom to five changes, most of which would work for any operation, chain or independent: 1. Tweaking the bake. Dissatisfied with the pizzas he was making in the conveyor oven, Drury reduced the baking temperature and increased the bake time. “I believed the Domino’s specifications for temperature and
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(Above) Jason Drury (in black), the son of owners Rick and Jessica Drury, leads a kids class in pizza making at Precinct Pizza. Precinct Pizza fans often pose for photos with the restaurant’s distinctive delivery car, which resembles a New York emergency vehicle.
speed were bad,” he said. “I preferred a longer time to ensure a more thorough bake of the pizzas. It’s better to serve something amazing in 35 minutes than a piece of crap in 30.” 2. Canvassing the neighborhood. Drury visited and handed out gift certificates to every business in the area. “I knew the prior owner had provided poor product and service, and I had to change that perception,” he says. “Talking to local businesses, hearing about their bad experiences and apologizing for it—even though I had nothing to do with it—was essential in winning people back.” 3. Consistency in coupons. While most Domino’s franchisees constantly changed their offers in search of a “magic coupon,” Drury knew there was no such thing. “I came up with four coupons and never changed them,” he said. “Pizza is a comfort food, and making things complicated drives customers away. McDonald’s has had the same meal deals for decades, and everyone knows them by heart. Why? Because they never change. It’s comforting. It’s OK to offer a special, but keep the core deals the same.” 4. Tweaking food specs. “I tossed aside Domino’s food specifications, which were designed to run a very low food cost by underportioning on toppings and cheese,” Drury says. “This was Long Island. There was a pizzeria on every block, and most made great New York-style pizza. There was no way I could sway customers to order from us if we didn’t compete on a quality level comparable to other restaurants in the community.”
“If you don’t know the nutritional value for your pizza and can’t show how it was calculated, you will probably have a tough time getting schools to consider your pizzeria for a lunch program. The chains have this information, and it gives them a step up in the process.” — RICK DRURY, PRECINCT PIZZA
5. Sourcing fresh ingredients. Drury served on Domino’s Commissary Board and knew the cheapest vendors got chosen every time. “I went to the local market and bought fresh beef and other meats and fresh vegetables rather than use the toppings Domino’s sold to us and required us to use. I knew this was a big no-no and that those fresh ingredients were more expensive, but I felt it was necessary to prove to Domino’s that quality did matter.”
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DETOUR TO 9/11
Remembering 9/11 As a new-on-the-job EMT in New York on 9/11, Rick Drury, owner of Precinct Pizza, underwent a baptism by fire that few can imagine. One of his bosses died that day, and he and his fellow first responders spent frantic hour after hour digging through the rubble for survivors. “When I got home that night, my wife, Jessica, met me in the driveway and, as I parked my car, screamed, ‘We’re moving!’ I knew she was upset because she had not heard from me since the morning and had no idea if I was OK,” Drury recalls. “With the towers gone, there was no cellular service to call her.” He vividly recalls the horrors of Ground Zero and the traumatic aftermath. “That night, Jessica would not let me in the house until I removed my clothes in the backyard because they stank so bad,” he says. “As we cried and watched the news, our 15-month-old child, Ryan, was just as happy as he could be, crawling around the bedroom, oblivious to how the world had just changed forever.” Like most Americans, he remained haunted by the tragedy. “Eight months later, I was doing CPR on a patient in the back of an ambulance,” he remembers. “I turned to look at my partner, who was driving, to give him an update on the patient…when I saw, through the windshield, the skyline without the towers. I don’t know why, but that was the first time, since the day of the attack, that I suddenly broke down over 9/11. I was crying, and my partner asked, ‘Do you know this guy?’ I said, ‘No, just drive, just drive,’ as I continued to cry and do CPR.”
Despite his dramatic success with Domino’s, Drury had his share of disappointments with the company. When one of his former managers opened a franchise and started delivering in Drury’s territory (and even tried to steal away a school lunch account), Drury says corporate management offered little support. Things got worse when Papa John’s moved into the area. “I kept telling them this new company—which no one had heard of at the time—was growing fast and was not making the mistakes Domino’s made as it grew. No one believed me, so I put my stores up for sale.” Drury went back to his first love: working as an EMT. He’d only been on the job in New York for a month when the Twin Towers fell on September 11, 2001. To make room in the nearby hospital for attack victims, he and other first responders spent hours transporting stable patients to another facility in Nassau County, then made their way to Ground Zero to help search for survivors. (See sidebar at left for more details.) Traumatic as that experience was, Drury loved his work as a paramedic and took another job in what he describes as “the busiest ambulance in all of New York City, seeing the most interesting and traumatic calls an EMT can ever see.” But he had also begun suffering some breathing problems after 9/11, and, once his parents retired and moved to Florida, New York began to feel less and less like home. Soon, he and Jessica pulled up roots, moved to the Sunshine State and dreamed up the Precinct Pizza concept. BACK TO SCHOOL
Drury will be the first to tell you that location has been key to Precinct Pizza’s success. Situated in the Channelside complex in the downtown Port of Tampa, the restaurant is nestled between the Florida Aquarium and the Amalie Arena, which hosts concerts, sporting events and more. “I knew we’d be busy from just the location, but the theme of the restaurant was just as important,” Drury says.
“Pizza is a comfort food, and making [coupon offers] complicated drives customers away. McDonald’s has had the same meal deals for decades, and everyone knows them by heart. Why? Because they never change. It’s comforting.” — RICK DRURY, PRECINCT PIZZA 40 PMQ PIZZA MAGAZINE | THE WORLD’S AUTHORITY ON PIZZA
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Hip, young women have a strong presence at Precinct Pizza, both as servers and delivery drivers.
As a former New York City first responder, Drury knew how to create a Big Apple atmosphere that resonated with customers. He and his wife decorated the space with authentic New York police, fire and emergency medical service memorabilia as well as replicas of street signs and photography commissioned specifically for the restaurant. Precinct Pizza threw open its doors on August 7, 2006, and hauled in $20,000 in its first week, Drury says. “We never had a grand opening or advertised our opening, since it was difficult to handle the volume from day one. In nearly 12 years, we’ve had 11 positive sales years, with the exception of 2010, when
the BP oil spill hurt our sales in the summer tourist season.” Drury had little need for standard marketing techniques like direct mail or TV and radio ads. Instead, he went out into the community and made friends—the kind of friends that are good for business, like school administrators, operators of daycare centers, church leaders and hoteliers. He developed sales brochures for catering and school lunch programs and personally pitched potential partners. “I developed a full-color brochure explaining why Precinct Pizza was the best choice for their school lunch program,” Drury says. “It included a detailed spreadsheet showing a nutritional analysis of our cheese and pepperoni pizzas, broken down per slice, and how ours compared to all the chain pizza companies in the area.” Nutritional data is required for schools involved in the U.S. Department of Agriculture’s National School Lunch Program, Drury notes. “If you don’t know the nutritional value for your pizza and can’t show how it was calculated, you will probably have a tough time getting schools to consider your pizzeria for a lunch program. The chains have this information, and it gives them a step up in the process.” It takes persistence to persuade a school to drop its partnership with a chain pizzeria. “I went to one school year after year, with the door slamming Precinct Pizza owner Rick Drury eschews standard marketing techniques and focuses on getting out into the community. AUGUST 2018 | PMQ.COM
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Precinct Pizza pies are marketed with catchy names like the Arresto Pesto, the Detective’s Deluxe and Da’ Bronx Da’ Works.
in my face every time,” Drury says. “They kept saying they were happy with the chain pizza they were getting. I said, ‘All I want is a chance.’ I asked how many pizzas they were ordering. They said 80 to 90 each time, once a week. I said I would do it once for free, just to prove we were a better alternative. After the kids had our pizza, they demanded that the school change to us in the future. The school saved $400 that week at $5 per pizza, and all I had to do was spend about $150 in food to gain that account.” “Sometimes, it’s just a matter of timing,” he adds. “Never give up. Administrators change. Programs with other pizzerias go sour, and you just may be contacting them at the right time.” EXPERIMENTING WITH THIRD-PARTY DELIVERY
Opening his second store earlier this year has proved a greater challenge. The new location has a smaller population and fewer businesses to target. To market this store, he has used direct mail, aggressive couponing and door hangers. He also quickly secured lunch business with a local school, which “has created goodwill in the community, helped build brand awareness and helps with our cash flow.” Delivery is a big moneymaker for both stores. Never afraid to experiment, Drury has tested several third-party delivery companies in addition to employing his own team of drivers. The goal was to maximize delivery sales without hiring more drivers, but companies like UberEats, Amazon Prime Delivery and Postmates didn’t measure up. “We just had too many complaints about cold food, since none of their delivery people had anything to keep the food hot,” he says. “They were often
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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.
©2018 Lactalis American Group, Inc., Buffalo, NY 14220. Galbani is a ® of Egidio Galbani S.r.l. All Rights Reserved. AUGUST 2018 | PMQ.COM
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Precinct Pizza employees wear branded and logoed uniforms that convey the first-responder theme.
Caterer to the Stars Rick Drury knew what he was doing when he chose the location for his first Precinct Pizza store in Tampa, Florida. With Amalie Arena right next door, Drury has provided catering for visiting pro hockey teams and superstars like Taylor Swift, who once placed a $3,000 order for her road crew and fans at a meet-and-greet. “Recently, I delivered food to Paul McCartney’s tour bus so he would have something to eat after the show,” Drury says. Other superstar clients have included Maroon Five, The Police, Lady GaGa, Celine Dion, Demi Lovato, Bruce Springsteen, Garth Brooks and U2. But sometimes even celebrities are out of luck when the rush is on. “When we had the Super Bowl here in Tampa, we ran out of food one night,” Drury recalls, “and had to turn away Pamela Anderson and John Legend.”
unprofessionally dressed and even rude to our staff, with no concern for the quality of the food.” Drury now uses just one third-party company—BiteSquad. “Their drivers all have clean uniforms and insulated delivery bags and are professional,” he said. “Along with our own in-house delivery service, it works well.” He also works closely with his POS provider to build a better system for tracking orders. “We’re constantly improving the layout and design features to make the system stronger and to prevent credit card fraud,” Drury says. Meanwhile, Precinct Pizza began offering franchise opportunities last year, but Drury is picky about his partners. “There have been a few people interested, but no one that we feel would be a good fit with us,” he says. “We will not approve someone just because they have a check in hand. When someone becomes our franchisee, they’re our business partner, and we will do everything we can to support them and ensure their success. If they fail, we fail. I’d rather sell two franchises that succeed than sell 20 and see 10 fail.” Some days Drury misses the high-stakes pressure of saving lives on the streets of New York, but his restaurants keep him plenty busy. “I’m a delivery driver, pizza maker, oven tender, salesman, manager, server, hostess and dishwasher,” he says. “Whatever my squad needs, I will support them. “At my age, I just don’t know what else I would do—that I know I’m good at and can make a good living at. I found that I was a terrible employee, because I always felt I knew better than my bosses. So working for myself is best. There are more headaches, but at least I know they are headaches of my own design, not created by others.” Rick Hynum is PMQ’s editor-in-chief.
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BILITIES Get creative with flavor combos, menuing and marketing to create a pasta menu that soars beyond the standard favorites. By Tracy Morin
Pasta is a quintessential comfort food—versatile, hearty and loved the world over—as well as a natural profit maker for pizzerias. But while time-tested standards like spaghetti Bolognese and penne primavera may remain perennial favorites, pasta selections (like everything else) K AT I E ’ S P I Z Z A A N D PA S TA O S T E R I A /J . P O L L A C K
have evolved beyond the basics. Today’s customers seek new flavor combinations, seasonally inspired ingredients, and options for glutenfree or vegan diets.
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CRUST
“The old baked ziti or pasta with meatballs aren’t popular with the younger crowd. People in their 20s and 30s are eating in a savvier way.” — THOMAS SCHIANO, MAMA’S CAFÉ BACI
Indeed, offering the same dishes found at every pizzeria and trattoria in town is a surefire way to make your pasta menu resemble a relic of the past. Savvy operators are spicing up their pastas—and standing out from the crowd—with outside-the-box sauces and ingredients, fresh recipes and smart marketing. Here, they share their tips for ramping up those pasta profits and making sure your menu creates lasting memories for guests. CREATIVE COMBOS
Pasta, like pizza, offers a blank slate for chefs, with endless creative possibilities. There has long been a wide variety of shapes on offer, but now manufacturers have also crafted many alternative types of pastas, from red lentil and black bean to quinoa and corn. And don’t forget the veggie “pasta” explosion in recent years, replacing traditional noodles with spaghettilike strips of zucchini or squash. Thomas Schiano, owner of Mama’s Cafe Baci in Hackettstown, New Jersey, follows both customers’ cravings and larger trends to craft the perfect recipes. But he’s found impressive success with a unique concept of Duets—two pastas paired to play off each other, giving guests a taste of creative combinations they may not have tried otherwise. “It can be hard to convince a guest to try a new pasta dish,” he says. “They might not want to commit. So, for the last year, we’ve offered Duets, presented as ‘two tastes, one entree.’”
The Duets menu often pairs a unique item with a more familiar option, like Pear & Gorgonzola pasta complemented by Chicken Di Sarronno, served with eggplant, prosciutto and fresh mozzarella. Traditional Aglio Olio pairs with Chicken Fresco, topped with bruschetta over baby greens—a light selection for summer. With 16 items on the Duets menu, plus 12 a la carte pastas, Mama’s Cafe Baci offers something for everyone. And though the Duets are already perfectly paired, they can be interchanged upon request. “Each pasta is designed to pair well with any of the others, and guests are more likely to try something new when it’s teamed up with an old favorite,” Schiano says. “Then, maybe when they next come in, they’ll order the entire dish of the new flavor they liked last time.” Meanwhile, other operators go the homemade route to set themselves apart. Katie Collier, co-owner of Katie’s Pizza & Pasta Osteria in St. Louis, notes that her operation extrudes all of its fresh pastas in-house, made from scratch using different flours like semolina and durum and focusing on unique shapes, such as the flower-like Fiori. “We also make a black spaghetti with squid ink and dye other pastas with vegetables like arugula to give them a bright, beautiful color,” Collier adds. “We get really creative with it, leading to a fun experience for the guest.” Collier currently offers eight options—all featuring seasonal, fresh, local ingredients, but only a few in each dish, to let the pasta and add-ins truly shine. The pastas often take an upscale twist on old favorites. For example, the Black Spaghetti, served
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K AT I E ’ S P I Z Z A A N D PA S TA O S T E R I A /J U L E S F R A Z E R
with a lemon butter sauce, chili flakes, prawns, clams and scallops and topped with salmon roe for an eye-catching, colorful garnish, pays homage to the traditional Frutti di Mare. “We do incredible business with the pastas, and we also sell them by the pound,” Collier says. “People love fresh pasta, and they love unique, fun things. Food has to tell a story or be exciting to make those great memories.”
“We take really beautiful pictures and share information on the cooking process, the experience and the ingredients in our posts. The more information you can give people… the more comfortable and excited they feel.”
THE MENU MIX
— KATIE COLLIER, KATIE’S PIZZA AND PASTA OSTERIA
When creating a memorable menu, working seasonally requires switching up your offerings now and again— another way to keep things exciting for regular customers and lure in new faces with limited-time options. For example, Collier changes her pasta menu seasonally but also adds a “hyperseasonal special” pasta every two weeks—working with specialty items that have a small purchasing window, like green almonds, morel mushrooms or rhubarb. “Showcasing something for a short period of time gets people excited to come in,” she notes. Schiano, too, takes a similar approach to his pasta menu, often incorporating slight tweaks to suit the season—think
farfalle in a lighter sauce for summer, versus a pumpkin or butternut squash pasta for winter. A creamy pesto sauce in the colder months might be replaced by a citrusy lemon pesto when temperatures rise. “For the holidays, people love the colors of the season— like sundried tomatoes and green peppers,” Schiano says. “It’s our goal to create pastas that are exciting and hit the heart but also aren’t heavy. The old baked ziti or pasta with meatballs aren’t popular with the younger crowd. People in their 20s and 30s are eating in a savvier way. Years ago, ravioli was
cheese or meat; now we have a spinach ravioli in a white champagne sauce. It’s safe, yet a little funky.” Smart menu placement helps sell the Duets, which now make up an impressive 30% of sales; they’re prominently featured on the right side of the menu, where the eye naturally travels. On the left side, a half-page calls out Guest Favorites. Using his POS system to generate the most popular items from the last couple of weeks, Schiano creates a menu within the menu. And, with so many options already available, he shuns traditional
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K AT I E ’ S P I Z Z A A N D PA S TA O S T E R I A /J U L E S F R A Z E R
specials, instead highlighting a certain Duet to avoid overwhelming guests. He even uses pastas to promote other items. “I’m growing chocolate mint for summer, and we’ll add it as a garnish to a light pasta,” Schiano says. “You bring it to people’s attention and tell them to try it at the end. Believe it or not, that slight chocolaty taste actually increases dessert sales!” WORKING THE CROWD
Z AV I N O ’ S
Once you have a winning menu in place, it’s crucial to spread the word—both on social media and in the pizzeria. For example, Collier taps Instagram, Facebook and Twitter to highlight her pasta dishes. “We take really beautiful pictures and share information on the cooking process, the experience and the ingredients in our posts,” she says. “We call out the local producers, because the more information you can give people—like fun facts on ingredients they may not have heard about before—the more comfortable and excited they feel. People love it!” Another surefire way to win the hearts of customers—and generate word-of-mouth: Cater to their dietary needs. Mama’s Cafe Baci remains one of the top-rated restaurants in New Jersey for its gluten-free selections, including pastas. “We give everyone, whether it’s a life choice like vegan or vegetarian or a dietary need like gluten-free, their own menu,” Schiano says. “When people come in, the first thing we ask is, ‘Is anyone in your party gluten-free, vegan or vegetarian?’” Schiano says it’s important to educate those who don’t have dietary restrictions about these menu options, so they can tell friends and family who do. Meanwhile, Schiano uses a text marketing program to reach 3,000-plus members, always highlighting a pasta. Collier, too, ensures that her menu offers something for every dietary requirement. Hence, all pastas are available with a gluten-free spaghetti purchased from a supplier to prevent cross-contamination. “You definitely want a balanced, well-rounded menu— veggies, meat, seafood,” she says. “Make it fun, but keep it simple. You don’t want your pasta menu so simple that it’s not inspiring, but you also don’t want it so crazy that it’s overwhelming for your cooks to prepare or for the guests to understand. Finding that balance between fun and simple is the best approach—and, of course, make sure it tastes good!” Tracy Morin is PMQ’s senior copy editor.
K AT I E ’ S P I Z Z A A N D PA S TA O S T E R I A /J . P O L L A C K
“We give everyone, whether it’s a life choice like vegan or vegetarian or a dietary need like gluten-free, their own menu. When people come in, the first thing we ask is, ‘Is anyone in your party gluten-free, vegan or vegetarian?” — THOMAS SCHIANO, MAMA’S CAFÉ BACI
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8 Better Video
TIPS for
Creating great video content doesn’t have to be expensive. Here’s how to do it right on a shoestring budget. By Micki Pagano-Parente and Tony Parente
A strong web presence helps drive strong sales. In fact, many of the fastest growing pizzerias had the highest web rankings in 2017. Social media has also become a powerful marketing tool in the pizza industry. According to PMQ’s 2018 Pizza Industry Census, pizzeria operators reported their top three social media outlets were Facebook (81%), Instagram (41%) and Twitter (35%). According to a survey by Boston-based Toast, restaurateurs are now spending the majority of their advertising dollars on social media ads—money that went to charity sponsorships and newspaper ads in the past.
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So what’s the most powerful marketing tool to drive potential customers to your website and engage them on social media? It’s video. Why? Because video has the power to help you connect emotionally with your audience like no other medium. It’s shareable on limitless web and social outlets as well as on PizzaTV (register.pizzatv.com/join). Video can even be used to whet guests’ appetites on digital menu boards. Having a video to promote your pizzeria is as important as having a website. It’s a necessary tool to drive awareness and give you a competitive edge. But isn’t video production expensive? While you can hire a production company to produce your video from script to screen, there are also ways to create winning videos even on a shoestring budget.
For example, a smartphone can take pretty good photos and video, and a professional editor can take your clips or photos and create a powerful video with a cinematic story, music, visual effects, graphics and more. PMQ has partnered with Branding Shorts to give you a way to get high-quality, professionally edited video for a very low cost via their new patented web app (brandingshorts.com/ express—use promo code PMQ18 to get a 10% discount). But first, before you start taking photos or video, it’s important to start with a goal in mind. Have a plan. Define your message. Identify your audience. And always provide a call to action. These are the keys to creating a successful video. So how do you create great video content with your smartphone? Here are eight tips to get you started:
Video optimizes SEO: Pages with video are 53 times more likely to rank on the first page of Google search results.
1
Shoot in landscape mode for cinematic effect. Hold your smartphone horizontally when you shoot. It will give your video a more professional look.
2
Don’t use the zoom. For the best quality, avoid using the zoom function and move in closer instead. Digital zooms can result in grainy images.
AUGUST 2018 | PMQ.COM
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Settings
3
Airplane Mode
4 5
Set your phone to airplane mode. You don’t want to receive notifications for incoming calls, texts and reminder alerts in the middle of a shoot. To avoid these interruptions, set your phone to airplane mode while you’re shooting video.
Use both hands or a tripod. A shaky hand will ruin your shot. Hold the phone as close to your body as possible and make slow, steady moves. Using a Joby GripTight GorillaPod ($19.95) is another option.
Shoot in good light. Avoid backlit and low-light situations so your subject will be well-lit and not in silhouette. For example, don’t shoot against a window.
Use a lavaliere microphone for better audio. If you’re using audio, shoot in a quiet location and stand as close to your subject as possible. For professional audio in interviews, you can use an inexpensive lavaliere like the Rode smartLav+ Lavaliere Microphone for iPhone and smartphones.
6
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Work with a Fun Lens attachment. A lens attachment can add a more professional look to your video. Try the Fun Lens 5 in 1 Universal Clip ($19.99).
Shoot in 10-second increments whenever possible. This delivers byte-size information and captures visuals more succinctly. Short clips force you to focus on a single verbal or visual message in your scene.
8
Micki Pagano-Parente and Tony Parente are the co-founders of Branding Shorts, an award-winning production company that creates short branded videos for the restaurant and hospitality industry. For more info, visit brandingshorts.com or email tony@brandingshorts.com. To use the PMQ18 Promo discount, sign up at brandingshorts.com/express.
AUGUST 2018 | PMQ.COM
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MADETO
ORDER
Want to boost your online ordering sales? Use these 6 tips from experts to attract—and retain—today’s web-obsessed customers. By Tracy Morin
The numbers don’t lie:
Allowing your customers to place their orders online is almost guaranteed to boost your sales. Recently, Valassis Local Solutions, based in Livonia, Michigan, released industry benchmarks with Clipper Magazine, sharing the average order value (AOV) across restaurant categories, representing more than $20 million in online transactions. The main takeaway: the importance of online ordering to increase AOV, improve efficiency and enhance a restaurant’s visibility. But those aren’t the only benefits— increasingly, customers are choosing to patronize only restaurants that offer an online ordering option, with 42% of consumers saying the ability to order online would make them choose one restaurant over another. Online ordering famously increases average tickets. Chris Partyka, president of San Antonio, Texas-based Pizza Patrón, says a guest ordering online spends an average of $18.57, compared to $13.84 in-store. But there’s always room for improving your online experience and raking in even greater sales. Whether you’re adding online ordering for the first time or looking to boost your current program, these expert tips can help pave the way for success. AUGUST 2018 | PMQ.COM
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1
SPREAD THE WORD.
P I Z Z A PAT R Ó N
Call attention to the online option in every way possible. “Online ordering is one of the first messages a guest sees when walking up to the door of one of our restaurants,” Partyka says. “We also advertise via social media—like Facebook and Instagram—by driving guests directly to our website with compelling deals while engaging with them in real time. Guests are extremely tech-savvy, and we want to accommodate them by delivering our messages through a medium that they spend a majority of their time on.” Brian Dickmann, owner of the four-location Pizza Rita, based in Spokane, Washington, touts the option on menu fliers that go out with every delivery and in-store order. “The first thing you see on our website is the ‘Order Now’ button, and at the top of our Facebook page, there’s a ‘Shop Now’ button that links directly to our online ordering page,” he says. And, for customers who still phone in, make sure staff members let them know they can order online (and incorporate this info into your on-hold message).
“Online ordering is one of the first messages a guest sees when walking up to the door of one of our restaurants.” — CHRIS PARTYKA, PIZZA PATRÓN
MAKE IT MOBILE-FRIENDLY.
2
ROMEO’S PIZZA
When the Romeo’s Pizza chain, headquartered in Medina, Ohio, redesigned its website with the help of ad agency Hitchcock Fleming & Associates, the new mobile- and tablet-friendly site increased traffic by 10%, online ordering by 6%, and sales on the app by 5%. “Online ordering continues to reshape consumer expectations and demands,” says Tracy McCutcheon, partner and executive creative director at Hitchcock Fleming & Associates, based in Akron, Ohio. “The objective for redesigning the Romeo’s Pizza website was to adapt to the connected consumer and the advancement of handheld devices by capitalizing on appetite-driven shopping and seizing the micro-moment—making it easy to order and satisfy customers’ needs.” For example, the site carves out sections to easily highlight current specials and promotions, while the Romeo’s Rewards loyalty program allows customers to earn one point for every dollar they spend through a seamless checkout process. With an optimized web design and search-engine optimization plan, customers responded immediately to the brand’s improved online experience.
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A picture can be worth a thousand words, so incorporate mouthwatering visuals to make the most of your menu. At Pizza Rita, Dickmann recently switched to an online ordering system that allows the display of food pictures, taken by a photo-savvy night manager. “We’ve offered online ordering for almost five years now, and it accounts for about 15% of our deliveries,” Dickmann explains. “But after only one month of switching to a system that allows us to show images, that number is already increasing.” Romeo’s reports similar results with its revamped website and use of food photos. “It’s helpful to allow customers to order using images and for users to see the offers that are relevant to them,” says Sastry Penumarthy, co-founder of Punchh in San Mateo, California. One caveat: Ensure that your photos are representative of your food (i.e., avoid stock photography) and are professionally produced to show off your selections in the best light possible.
I TA PIZZA R
STIMULATE THE SENSES.
“Online ordering is the fast growing trend of the restaurant industry, with market studies indicating that 43% of all delivery orders take place online. Nowadays, people are all about convenience. And the ease of online ordering fits perfectly into that category.” — OLIVER AUERBACH, GLORIAFOOD
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4
THROW IN SOME SWAG.
&PIZZA
Whether you’re looking to reward loyal customers, promote package deals, or lure someone to online ordering for the first time, branded merchandise giveaways offer multiple benefits—upping perceived value while leaving guests with a visual reminder of your pizzeria. Pizza Patrón, for example, will roll out its Email Club this summer, allowing online customers to get a first look at the company’s news, rewards and event information while scoring cool swag. Shelley Grieshop, creative writer for Totally Promotional in Coldwater, Ohio, says pizzerias should devise a marketing plan that rewards online customers with a customized collectible item. “The imprint on the item can include the pizzeria’s online ordering address, name, logo and phone number,” she says. “For example, you can promote gifts with an online purchase of a large pizza and breadsticks—giving away a pizza chef figurine, can coolers, flying discs, keychains or hand sanitizer, products that will be a big hit with families. Choose a food item for the reward and it’s a double win—you promote specific food items and the online ordering information.”
“We’ve offered online ordering for almost five years now, and it accounts for about 15% of our deliveries. But after only one month of switching to a system that allows us to show images, that number is already increasing.”
LAMP
POST
PIZZA
— BRIAN DICKMANN, PIZZA RITA
CREATE A SEAMLESS EXPERIENCE.
5
Your system should simplify and streamline the ordering process for registered users and unregistered guests alike. For example, Penumarthy notes that it’s important to provide an easy way for guests to select their favorite orders (or most recently placed orders) instead of building a new order from scratch every time. “Allow users to have the ability to redeem their previously earned rewards without leaving the checkout screen,” Penumarthy adds. “Allow for a rich experience for guest users, too—like if the unregistered guest abandons a shopping cart midstream and then comes back, the app or website should allow them to resume from where they left off. The user should also be able to see what your most popular items are (based on other guests’ purchases), and just order one of those quickly, and they should be able to search for items they like (such as gluten-free) without having to scroll through a lot of different menu items.”
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Today’s most successful marketers are leveraging technology to improve the customer experience, says Steve Hauber, president of Valassis Local Solutions. And the best online ordering experience is a quick and easy one. A clunky, hard-to-use system can turn a customer off permanently. “Restaurateurs who focus on creating a frictionless ordering experience will improve conversion rates, reduce lost orders and gain an advantage over their competitors,” Hauber notes. “The restaurant online ordering experience needs to be seamless for both consumers and employees, driving convenience and enhancing the ordering experience overall.” Here are some tips to ensure that your customers don’t have to struggle to place that order: 1.
Frequently test your system. Go through the entire ordering process yourself and look for glitches, missing or incorrect photos and any other issues that could discourage orders.
2.
Seek feedback from people who care. Enlist your friends and family to inspect the system for simplicity and weigh in on what, if anything, could be improved.
3.
Check out your competitors’ online ordering systems. How does yours compare? Feel free to borrow from the best.
I’S
6
GRIMALD
Online Ordering Should Be Easy as Pie
TARGET YOUR OFFERS.
So you have customers ordering online—now what? Use that crucial intel for future marketing efforts. “Now, marketers have the unique ability to leverage data collected from online ordering to intelligently personalize consumer emails and trigger offers based on the frequency and contents of orders placed,” says Steve Hauber, president of Valassis Local Solutions. “What increasingly separates top-performing restaurants from the pack is their ability to transform insights from their own data into strategies for growth. Savvy restaurateurs can drive incremental revenue by designing promotions that raise the average order value through targeted and personalized offers, appealing visuals and loyalty programs.” Today’s customers want to receive personalized communications—and online ordering helps you collect important information on their spending habits, purchases and more. Use that information wisely, and you’ll be on your way to scoring even more sales for the future! Tracy Morin is PMQ’s senior copy editor.
“Marketers have the unique ability to leverage data collected from online ordering to intelligently personalize consumer emails and trigger offers based on the frequency and contents of orders placed.” — STEVE HAUBER, VALASSIS LOCAL SOLUTIONS
AUGUST 2018 | PMQ.COM
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Week Parma
A
in
By Missy Green
PMQ offers a behind-the-scenes view of this year’s World Pizza Championship in Parma, Italy.
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DANIEL LEE PEREA
The U.S. Pizza Team (USPT)
returned to Parma, Italy, this spring for the World Pizza Championship (WPC). The 27th edition of the competition welcomed 773 participants from 35 countries, maintaining its status as one of the most important pizza events of the year. First-time competing USPT member Sean Dempsey describes the competition as “pizza’s biggest stage” and an “unreal” experience. Among the highlights: Scott Volpe, owner of Fiamme Pizza in Tuscon, Arizona, took home the silver medal in Freestyle Acrobatics, while PMQ’s test chef, Brian Hernandez, finished first among all American competitors in the Classica category and Jason Samosky earned the highest American score in the Pizza in Pala event.
This year’s USPT contingent was relatively small but experienced, the equivalent of bringing a professional pizzeria operation overseas. Their attitude reflected the tagline on the team T-shirts, “In It to Win.” Left to right: Jason Samosky, Brian Hernandez, Lenny Rago, Bruno Brunetti, Michael Reyes-Casanova, Missy Green, Dave Sommers, Bradley Corbin, Michael LaMarca, Gino Rago, Dan Ucello, Linda Green, Anthony Tadow, Joyce Corbin.
AUGUST 2018 | PMQ.COM
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Since most of the World Pizza Championship judges come from Italy or France, part of the team’s strategy is to use authentic Italian products and adapt to European tastes. The Italian palate is said to be blander, favoring more simple and pure ingredients over a multitude of flavors. Bradley Corbin started building his Italian-adapted pizza at a grocery store in Parma.
MISSY GREEN
DANIEL LEE PEREA
To achieve Italian authenticity, Lenny Rago used regional ingredients on his Pistachio Pesto pizza. The star topping on his pizza was mortadella. This pressed and cured meat traditionally comes from Bologna, only about a one-hour drive from Parma. Rago also topped his Classica pizza with fresh buffalo stracciatella from Puglia and Italian pistachios.
Americans visiting Italy for the first time often find that Italian food isn’t like the ItalianAmerican fare they’re used to. Similarly, throughout Europe you can find frozen pizzas marketed as “Americanstyle” without getting it exactly right. Here, Bruno Brunetti displays one such pizza that’s topped with corn, among other ingredients.
DANIEL LEE PEREA
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F OTO B O C E L L I
BRIAN HERNANDEZ
Dan Ucello, owner of Flo’s Pizzeria in Grand Rapids, Michigan, shows off his Golden Pear pizza. It featured honey-roasted pears, goat cheese and prosciutto di Parma.
Brian Hernandez (left), PMQ’s test chef and coordinator of the U.S. Pizza Team, finished first among all American competitors in the Classica category. His pizza, called the Arugula Rocket, carried a burst of fresh flavor with arugula, lemon peel, pine nuts, tomatoes, and white truffle oil. Here, Brian describes his pizza to WPC host Johnny Parker.
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MISSY GREEN DANIEL LEE PEREA
Michael LaMarca prepares his ingredients for the next day’s competition in the hotel kitchen. Competitors are permitted to use the kitchen after the hotel restaurant closes. This means competitors are often prepping late into the night together. “Competing at the Pizza World Championship in Parma, Italy, gives us a chance to measure up directly against some of the best in the world,” LaMarca says.
Lenny Rago consults an oven judge before presenting his pizza to the judging panel. Oven judges give input for the pizza makers’ final score based on the pizzaiolo’s hygiene, appearance and professionalism.
F OTO B O C E L L I
MISSY GREEN
Overall first place in the Classica category went to Stefano Miozzo (right) of Al Borgo near Verona, Italy. He used a wine-infused dough and topped his pizza with caviar and thinly sliced pigeon. Miozzo also placed second in the Pizza a Due (Pizza for Two) competition with teammate Manuel Baraldo (left). The second-place pizza was topped with a specialty dish from Padova called gallina in canevera, which is a slow-cooked hen.
Scott Volpe, owner of Fiamme Pizza in Tuscon, Arizona, took home the silver medal in Freestyle Acrobatics on behalf of the U.S. Pizza Team. Pictured from left to right are 3rd place winner Jérôme Falco from France; 1st place winner Takumi Tachikawa from Japan; and Volpe.
If you would like to join the U.S. Pizza Team on their next trip to Parma,
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SILVER SPONSORS
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please contact Brian Hernandez at brian@pmq.com or visit uspizzateam.com. Competitors come from all around the country and typically qualify for USPT membership by winning a national trials event, but professional pizza makers can join the team at their own expense. Sponsorships, both those that support individual team members and the team as a whole, help the USPT thrive.
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Back to School: North American Pizza & Culinary Academy Opens in Chicago From knife skills to dough creation, from ingredient preparation to oven tending, the North American Pizza & Culinary Academy (NAPCA) is now open for enrollment! Master Istruttore Leo Spizzirri and fellow instructors Anthony Ionnone and Renee Gabette are ready to teach you everything you don’t know about pizza, dough, cooking and pizza equipment. Centrally located for the U.S. outside of Chicago, NAPCA has already started training the next generation of pizza makers in all aspects of the kitchen, from prep to production to getting the perfect bake. NAPCA uses such industry leaders as SAF/Red Star Yeast for a perfect rise and New York WaterMaker’s next-generation water filtration to achieve the perfect water characteristics for dough and baking by replicating any water source for superior product consistency. NAPCA also uses Le 5 Stagioni flour blends for a strong, flavorful dough as well as Forno Bravo ovens to achieve that perfect, even bake in mere minutes, plus MFG Trays for ideal dough storage (with sturdy boxes and latching air-tight lids) and GI Metal pizza utensils that help you with every aspect of pizza making, from getting the dough out of the box to getting the pizza out of the oven. All in all, NAPCA is a one-stop shop to
learn everything you need to know about what a great pizza is and how to make it. Pizza courses can cover everything from a one-day immersion class all the way up to the five-day certification course. NAPCA also offers numerous cooking classes ranging from a group demo class to smaller, hands-on classes and even a kids and teens curriculum. NAPCA boasts one of the only climate-controlled dough-making facilities in the nation, allowing students to control room temperature, humidity levels and water temperature during dough production. With use of their four types of mixers, seven different ovens and numerous gas ranges and fryers, NAPCA takes you from beginning to end, through pizza theory to pizza reality. Let the professionals at NAPCA help you and your pizzeria be the best of the best. For more information about the North American Pizza & Culinary Academy (1970 University Drive, Lisle, IL 60532) and class availability, please contact info@pizzaculinaryacademy.com or call 630395-9958.
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Pizzeria Operators Turn Heads With Signature Menu Items SMART MARKET
SPONSORED CONTENT
CAPUTO With the explosion of social eating and foodie-mania, more and more restaurant operators are turning up their culinary creativity to build menus that stand out from the competition. They seek manufacturers with the experience and know-how to create authentic products that best fit their culinary visions. They demand exceptional taste as well as the multiple formats,
innovative formulations, custom seasoning blends, melting temperatures, shelf life and back-of-house ease they need. That’s why more and more pizzerias are turning to Caputo. Offering countless and diverse types of cheese from all over the world, Caputo is an expert in formulating the perfect cheese blend for an application. Taking into account flavor, functionality
Panzanella di Caputo Recipe Recipe makes 5 servings INGREDIENTS ¼ tsp. kosher salt 2 tomatoes, 2”x2” chunks 1 c. seedless cucumber, chopped 1”x1” ¼ c. red onion, quartered and sliced thin 1 red bell pepper, cubed 1”x1” 1 yellow bell pepper, cubed 1”x1” 5 basil leaves, chiffonade (shredded) 1 c. green pitted olives, chopped 2 pints Caputo Ciliegini (fresh cherry-sized mozzarella) 3 c. fresh arugula 2 tbsp. chopped Italian parsley ½ c. shaved Caputo Parmesan (grated is fine too!) 1 c. prepared pesto 1½ c. Panzanella dressing (recipe follows) 4 c. focaccia croutons (recipe follows)
PREPARATION Once ingredients have been prepped, combine them all in large bowl, toss with Caputo Panzanella Dressing and add focaccia croutons. Refrigerate for at least one hour to let flavors develop.
or simply cost reduction, the Caputo team will determine the best cheese for you without sacrificing the quality of the finished result. Whatever your needs, you can rest assured that Caputo will deliver the quality, flavor and consistency that only high standards and family pride can produce. For more information, call 708-450-0074 or visit caputocheese.com.
Leading industry cheese manufacturer Caputo offers custom cheese solutions to inspire application innovation
Panzanella Dressing INGREDIENTS ½ c. white wine vinegar ¼ tbsp. Dijon mustard 1 tbsp. honey
1 tbsp. fresh chopped garlic 1½ c. olive oil 2 tsp. Italian seasoning
PREPARATION Combine all ingredients.
Focaccia Croutons INGREDIENTS focaccia loaves PREPARATION Preheat oven to 400°F. Cut focaccia loaf into 1” x 1” cubes. Spread bread cubes out on sheet pan in single layer. Bake bread until toasted (edges will turn brown).
Buon Appetito!
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Caputo is proud to be the recipient of several awards in the 2018 World Cheese Competition, including 1st Place in the Fresh Mozzarella and Burrata categories.
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A Smarter Roman-Style Pizza: 5 Things To Know About Pinsa Romana SMART MARKET
SPONSORED CONTENT
PINSA ROMANA Every so often, a new product innovation comes along in the culinary world that changes the game. Today, one of the most exciting products emerging is Pinsa Romana, a revolutionary balance of flours and mother dough that is rich in innovation yet rooted in history. Pinsa Romana was born from a traditional recipe for Romanstyle pizza. On a quest to make the food healthier, Pinsa Romana Founder Corrado di Marco perfected a flour blend that cuts out sugar and saturated fats. This one-of-a-kind flour mix took over a decade to develop and keeps the same texture and flavor as the traditional product. Today Pinsa Romana is used by thousands to produce a light and flavorful crust that’s convenient to make and healthy to eat. Want to learn more? Here are 5 things to know about Pinsa Romana: 1) Pinsa is healthy Pinsa dough is ultra-hydrated, consisting of 80% water as compared to traditional pizza dough (50-60% water). The presence of rice and soy flour means that Pinsa Romana has less gluten than the average pizza dough and is extremely digestible.
3) Pinsa is incredibly versatile Pinsa bases can be topped with virtually anything. You can slice Pinsa into sections to make beautifully decorated appetizers. Add a saffron and four-cheese blend to the crust with bacon and asparagus for a refined dinner, or top with a chocolate-hazelnut spread and strawberries for a sweet treat. 4) Pinsa is community Preparing Pinsa Romana is an art and craft supported by fellow passionate pinsaioli. The Pinsa Academy leads students through training to learn precisely how to prepare Pinsa Romana. Once trained, Pinsa makers can take an exam to qualify for membership in the Originale Pinsa Romana association. 5) Pinsa tastes really, really good Health, flavor and convenience benefits aside, Pinsa Romana simply tastes amazing. With a light, crispy texture and a rich flavor profile, you might find yourself just eating the crust without any toppings—it’s that good! To learn more about how you can add Pinsa to your menu, visit PinsaRomana.US.
2) Pinsa is convenient Pinsa can be made quickly because the base is prepared ahead of time. Chefs simply add toppings and bake. In a matter of minutes, you have a delicious, authentic Pinsa, making it an ideal entree for restaurants, food trucks, college campuses, and everything in between!
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PIZZA WITHOUT BORDERS
Pizzeria owner and chef Mauro Testi uses products exclusively from small, local producers in the region of Bergamo, Italy.
ITALY DEFENDS ITS FOOD TRADITIONS AGAINST AMERICAN CHAINS American pizza chains are flourishing around the globe, making their way into overseas markets—such as Italy—that once seemed impenetrable. And the competition between the chains is fierce. In February, Domino’s global sales rose above any other pizza chain in the world. Months later, Pizza Hut struck a landmark deal with Telepizza, a chain headquartered in Madrid, Spain, to convert all Telepizzas in Latin America to the Pizza Hut brand, taking back its No. 1 position as the largest pizza chain. But while business is booming for the American brands, the countries they’ve moved into find themselves doing some soul searching.
Domino’s opened its first store in Milan in October 2015. Already foreseeing resistance by the Italian consumer, the chain reinvented its menu for the new market. Italian Domino’s stores use regional D.O.P. ingredients, freshly made dough, and personal-size pizzas, just like you find in Italian pizzerias. But it isn’t the quality of the food alone that lets Domino’s survive and grow in Italy; its strongest point is the American business model. Domino’s stands out in Italian food culture with its seamless mobile and online ordering, fast delivery and commitment to customer service. Since then, Domino’s has opened nine more stores in Milan and two in Bergamo, with
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new stores coming to Bologna and Turin. Speedy food and service may be fresh in Italy, but some see foreign chains as a threat to the nation’s culinary and cultural integrity. In 2016, McDonald’s filed a lawsuit against the city of Florence for discrimination. The city council refused to grant McDonald’s a permit to open a store in the Piazza del Duomo, even after McDonald’s agreed to source local products. Meanwhile, in Venice, Mayor Luigi Brugnaro and the city council have banned the opening of any new takeaway-focused restaurants without seating—including those that sell pizza by the slice—for the next three years. (It’s actually illegal to eat food while sitting on outdoor stairs and sidewalks in Venice. Violators can be fined up to 500 euros for an impromptu picnic.) Italian officials hope the new laws will preserve their country’s slow-food identity and keep litter off the streets. Some Italian entrepreneurs are also giving a figurative flick of the chin to multinationals. At Capricci Taste Laboratory, a pizzeria in Bergamo, owner and chef Mauro Testi uses products sourced exclusively within a 33-mile radius of his store, venturing no further than Brescia, where he purchases his organic flour. “The ingredients are personally selected from small, regional producers who are well developed in terms of sustainability,” Testi says. “There’s not a single item in our store that comes from big industry.” Even the restroom supplies are manufactured in a nearby town. In defiance of American-style commercialism, there’s no sign on the street marking the entrance to Capricci. Testi describes his pizzeria as a word-of-mouth store. “I want to attract a clientele who is aware, who already has some idea of what I’m doing here,” he says. With only 20 seats in his shop, Testi is content to keep his business on a small scale, just like his suppliers. So while American chains vie for world domination, Italy fights back in both municipal laws and grassroots movements to preserve its cultural and local food identity.
Some Italian cities, including Venice, are taking precautions to minimize the impact of tourists, with laws that forbid eating in certain public spaces.
Seasonal products, including asparagus and edible flowers in the spring, rotate through the menu at Capricci.
Cured meat toppings are served on the side to protect the taste and texture of the meat from a pipinghot pizza. Customers are given a small fork to top their pizza with salume just before taking a bite.
Missy Green is a pizza spinning gold medalist and PMQ’s international correspondent. She currently resides in the Netherlands.
AUGUST 2018 | PMQ.COM
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PRODUCT SPOTLIGHT
BAKER’S QUALITY CRACKER PIZZA CRUSTS Looking to offer a cracker-crust pizza at your operation? Baker’s Quality Cracker Pizza Crusts are yeast-leavened and batch-proofed. Their traditional, hands-on process creates a thin, crispy crust that allows for easy handling. There are no fillers, and a clean label gives this crust a unique and authentic taste. bakersquality.com
TIME AND OAK Time and Oak Natural Elements allow you to create barrel-aged cocktails and beers—minus the barrel. Time and Oak achieves a barrel-aged flavor without the time, expense and leaking that comes with barrel aging. Unlike mini-barrels that take eight to 12 weeks, their 100% American oak, paired with increased surface area and laser technology, ages up to one gallon of any beer or spirit in as little as 24 hours. cocktails@timeandoak.com, timeandoak.com
TOMLINSON’S MERCHANDISER Tomlinson’s Pizza & Snack Merchandiser tempts your customers with appetizing foods and aromas as soon as they walk through your pizzeria’s door. It’s ideal for self-serve areas in your restaurant. This merchandiser features an adjustable thermostat, three heated shelves, tempered-glass side panels, and front and back doors for easy accessibility. 216-587-3400, tomlinsonind.com
PADERNO USA Aluminum pizza screens are a staple in any pizza kitchen. The perforations ensure that the heat of the oven reaches the crust for a crispy finish. Available from Paderno USA, these aluminized-steel pizza pans are perfect for deep-dish pizza. The light-colored metal is sure to produce a crispy, golden crust for delicious results every time! 877-778-2711, padernousa.com
MENUFY Menufy offers commission-free online ordering to pizzerias in more than 800 U.S. cities. Your website is custom-designed around your brand, fully maintained and hosted for free. Your digital menu will be listed on Menufy.com, their mobile app and on local search engines where users can easily find and order your pizza. There are no setup or monthly fees, and round-the-clock support is available. 913-225-8869, restaurant.menufy.com
VEEAHUB Customers stay longer when they have access to free WiFi and often choose a place to eat based on amenities like guest WiFi. Veeahub is a smart box that can easily transform your Internet into a hot spot complete with advertising and promotions. VeeaHub offers features like 4G backup so your pizzeria won’t skip a beat when the Internet goes down. lauren@veea.com, veea.com
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VIDEO PRODUCT SPOTLIGHT
R E L AT E D V I D E O
EARTHSTONE OVENS On a pizza mission in southern California, PMQ publisher Steve Green dropped in for a visit at Earthstone Ovens in Glendale. Earthstone’s Jean-Paul Yotnegparian talks about the Model 130 gas/wood-burning oven, a 5,000-pound behemoth featuring a unique floor made of cold-pressed hearth floor tiles that are both resilient and porous. It can accommodate up to 10 8” pizzas, seven 12” pizzas, or four 16” pies. WATCH T HE VIDEO AT PMQ.COM/0818G
V ID EO SPO N SO R ED BY
VEEA POS In a chat with PMQ at the National Restaurant Association Show in Chicago, Shane Ethridge of Veea POS explains how his company provides unique technologies to pizzerias for an improved customer experience, ranging from WiFi and digital menus to video or music streaming. The platform lets customers interact with the pizzeria operator through a virtual wait list or rate the pizzeria in real time while they’re in the restaurant.
shake hands with true italian tradition.
WATCH T HE VIDEO AT PMQ.COM/0818H
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process, from mixing to stretching the gluten-free dough CIAO ITALIAN PEELED TOMATOES, SERVE without tearing it. THEM WITH PRIDE!
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WATCH T HE VIDEO AT PMQ.COM/0818I
V ID EO SPO N SO R ED BY
CHERRYPICKPRICES.COM Dave DeSantis, a.k.a., the Food Cost Dude, visited the PMQ office recently to talk about a tool that helps you control your ingredient costs and save up to 12% right away. CherryPickPrice’s price comparison software acts as a supply chain management system that offers cost analysis, price comparison, savings reports, inventory control and more. The result: Smaller independent pizzerias gain the buying power they need to compete against the chains.
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WATCH T HE VIDEO AT PMQ.COM/0818J
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AUGUST 2018 | PMQ.COM
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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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PIZZA INDUSTRY BULLETIN BOARD
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AUGUST 2018 | PMQ.COM
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THE PIZZA EXCHANGE
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PIZZA INDUSTRY RESOURCE GUIDE
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To locate a distributor near you, call 734-946-7878. AUGUST 2018 | PMQ.COM
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THE PIZZA EXCHANGE
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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
www.pizzatv.com
Natural Gas or Propane Models M A C H I N E R Y/ E Q U I P M E N T
Made in the U.S.A.
www.infradyne.com
888.317.5255
AUGUST 2018 | PMQ.COM
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THE PIZZA EXCHANGE
GLUTEN-FREE PRODUCTS
MAILING LISTS Scan for Demo
Reach More Hungry Customers with an Occupant List
Premium Flours Make Gluten-Free Tasty & Easy! Tel: 310-366-7612 E-mail: sales@authenticfoods.com Web: www.authenticfoods.com
G L U T E N - FWR EHE OP LR OE DSUOC TMS E
&
OME & DELICIOUS
• Personalize for more effective campaigns • Save on postage
D E L I C I O U S ™ WHOLES
• Saturate neighborhoods with your message
™
It’s better than Every Door Direct Mail – and we’ll throw in free mailing software!
Get a Free Quote Now
www.melissa.com/hungry 1-800-MELISSA
INSURANCE
MANAGEMENT
keep more of your hard earned dough! 3 money saving programs:
PIZZAPRO INSURANCE PROGRAM
sCheduLing • aTTendanCe • daiLy Log
FAST, PAINLESS SCHEDULING • MONITOR LABOR COSTS • REDUCE TURNOVER • NOTIFY EMPLOYEES • ELIMINATE BUDDY PUNCHING • IMPROVE COMMUNICATIONS • WEB-BASED
Insurance Designed for Pizza Delivery Operations
save time and increase profits!
HAVE YOUR AGENT CONTACT US TODAY!
MARKETING IDEAS
Julie Reisinger: (717) 214-7616 | pizzapro.amwins.com
www.timeforge.com 866.684.7191
M A C H I N E R Y/ E Q U I P M E N T
1-800-426-0323
www.northernpizza.com
Ovens Mixers Prep Tables Walk-ins Parts Smallwares
MAGNETS
FOR MORE CHEFWARE, VISIT WWW.TASTEOFITALY.ORG (CLICK PGS. 22 & 23)
TASTE OF ITALY | 805-473-8494 | 1-800-760-8662
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
MARKETING IDEAS
MIXERS
Heavy Duty MIXeRS RS
2-Year Warranty
60 qt. Pizza Mixer handles 50 lb. bag of flour Direct gear drive transmission • Rigid cast iron construction
Globe Food Equipment Co. | www.globefoodequip.com
The Original Variable Speed Mixer
Varimixer Strong as a Bear. M E AT TO P P I N G S
800-222-1138
www.varimixer.com www.varimixerusa.com
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.
V6OP
mixer@varimixer.com • 14240 South Lakes Dr • Charlotte, NC
MOISTURE-ABSORBENT TOPPINGS CONDITIONER/SUPPLIES
MIXERS
Precision HD-60 Pizza Mixer 7-Year Unconditional Parts Warranty on all gears and shafts in the planetary and transmission!
OLIVES 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 Get the latest and greatest in pizza1news, robotcoupe-PizzaPackage-35x2.indd recipes, videos, marketing strategies and technologies at www.pmq.com!
3/26/17 12:50 PM
AUGUST 2018 | PMQ.COM
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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
AUGUST SPECIALS
High Qua lit y Pizza Tools
Made in Italy Since 1986 Phone 630-553-9135 sales@gimetalusa.com www.gimetalusa.com AUGUST 2018 | PMQ.COM
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THE PIZZA EXCHANGE
PIZZA OVENS
PIZZA OVENS
Stone Deck, Pizza Dome, and Bakery
www.univexcorp.com Tel. 800-258-6358 Fax. 603-893-1249
WWW.XLTOVENS.COM TO ORDER CALL (316) 943-2751 | TOLL-FREE: (888) 443-2751 | FAX: (316) 943-2769
WOOD STONE CORPORATION ...............Stone Hearth & Specialty Commercial Cooking Equipment .1801 W. Bakerview Rd ..................... Bellingham, WA 98226 TOLL Free 800-988-8103Fax: 360-650-1166.............. woodstone-corp.com PIZZA PANS
TRADITIONAL, FAST CASUAL, ARTISAN... WE’VE GOT PIZZA COVERED VENTLESS IMPINGEMENT CONVEYORS, BATCH, AND ARTISAN BATCH OVENS 1-800-90TURBO | www.turbochef.com
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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 AUGUST 2018 | PMQ.COM
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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
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.
You Top the Pizza, We’ll Top the Tables!
• • • •
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
AUGUST 2018 | PMQ.COM
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PIZZA HALL OF FAME
Frank Santucci Sr. (left and above), shown here in the ‘70s, spent decades growing the pizzeria (right) in Philadephia’s Juniata Park neighborhood.
Has your pizzeria been in business for 50 years or longer? If so, contact us at tracy@pmq.com.
Watch of Fam Pizza Hall PizzaT e videos on V.c NEW P om and th e izzaTV chann Roku el!
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One of Philadelphia’s royal families of pizza has thrived for four generations, right down to a six-year-old hostess and problem solver—and continues to set its sights on growth. By Tracy Morin In 1959, Joseph and Philomena Santucci, a policeman and stay-athome mom, opened Santucci’s Original Square Pizza in Philadelphia with one goal: to build a business they could leave to their eight children. Philomena’s traditional Italian family recipe for pizza was a bit different—square pies baked on cookie sheets, sauce ladled over the cheese—sold from a small, single-oven shop in front of their home. “My dad, Frank Sr., spent all of his free time in the restaurant and asked for a bigger kitchen to really grow the business,” recounts Alicia Santucci, co-owner and granddaughter of Joseph. “In a new location with six ovens, he was able to build a reputation based on quality food that was very successful.” The third generation, meanwhile, kicked that growth mentality into high gear. After moving to South Philly in 2011, the family hired an executive chef to create a full menu of Sunday-dinner staples. Fielding capacity crowds, a second location with a full bar was added in 2015 for larger parties and special events. Last March, a third opened in Philadelphia’s Roxborough neighborhood, and a fourth is now headed to the Jersey Shore. Alicia’s parents still lead the troops, while Alicia shares responsibilities with her two brothers and husband. “We’re owners with a high work ethic. We’re constantly present in the
business, the recipes haven’t changed, and we have a motivated staff,” Alicia says. “We always say we’re family-owned and -operated, and it’s true. Even people who aren’t related feel like family at this point.” Despite numerous best-of awards and mentions in national magazines, including being hailed by Eater as one of Philly’s “royal families of pie,” that nose-to-the-grindstone mind-set continues. Closed only three days per year, the business looks for other ways to grow, now shipping nationwide and even toying with the idea of a food truck. Even the fourth generation joins in, with Alicia’s six-year-old daughter sporting her own uniform and bringing young guests coloring books and menus. “If anyone has a complaint, we send her over first,” Alicia says, laughing. Looking ahead, the Santucci family foresees a flourishing future, but Alicia believes the process gets easier with every new location. “Competition is in our blood, and we’re still motivated to grow the brand,” she says. “In a city where everyone takes their food so seriously, we find it rewarding that people choose to spend time here, making memories with their families.”
Tracy Morin is PMQ’s senior copy editor.
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Polly-OBrndAd_PMQ_7.875x10.875_Curd.pdf
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You’re passionate. Which means you’ve got standards when it comes to your ingredients. And cheese is no exception—it’s a big deal. We get it. Cheese is a big deal to us too. We’ve built our history of award winning cheeses by using real New York dairy and traditional Italian methods. It has to be delicious, and it has to deliver taste, texture and performance because we know you can’t have it any other way. And neither can we. For more information about Polly-O, please visit polly-ofoodservice.com
MOZZARELLA
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