PMQ Pizza Magazine December 2015

DECEMBER 2015 | WWW.PMQ.COM

The 2016

PIZZA POWER REPORT Meet the Typical Pizza Lover: She's Young, Fit and Connected

PLUS: The Millennial Effect The Fast-Casual Boom Wages On the Rise How to Compete in 2016 PAGE 44

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pizzamagazine.com

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JANUARY 24-25, 2016 NORTH AMERICA PIZZA & ICE CREAM SHOW

Greater Columbus Convention Center Columbus, Ohio

THE LARGEST AND ONLY ICE CREAM, SOFT-SERVE AND PIZZA EVENT IN THE MIDWEST! EXPERT ADVICE, FREE FOR THE ASKING! Our Consultants' Corner gives attendees free, expert advice on pizza, dough and frozen desserts from “Big Dave” Ostrander, Tom “The Dough Doctor” Lehmann and Steve “The Ice Cream Bloke” Christensen.

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Archie Griffin, two-time Heisman Trophy winner and Ohio State football legend, will and inspire and motivate your team with this year's keynote address. The 9 a.m. Jan. 24 presentation is free to all registered attendees, but guaranteed to pack the house. So arrive early to secure your seat!

WE SHOW IT, YOU GET TO KNOW IT: At NAPICS, you’ll taste countless pizza products, see equipment demos and build relationships with key manufacturers.

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PMQ PIZZA MAGAZIN E | Decemb er 2015

OM

19, Issue 10

The 2016 ER PIZZA POW

RT a REtPO the Typical Pizz

Mee Young, Fit Lover: She's ed and Connect

ON THE COVER

PLUS: Effect The Millennial al Boom The Fast-Casu Rise Wages On the in 2016 How to Compete PAGE 44

’s Busines Industry s Monthly

Pizza Power Report

The Pizza

44

PMQ.C 2015 | WWW.

| Volume

Contents

DECEM BER

m | PMQ.co

As sure as the earth keeps spinning, the pizza market keeps evolving—and big changes are coming in 2016. This year’s state-of-the-industry report looks at key trends and demographic shifts that will affect your pizzeria’s future. By Rick Hynum

FEATURES

32

Tech, Please!

Technology is changing the way customers perceive and interact with pizzerias. Here’s how to use the latest hightech tools to keep up with the times and exceed guests’ expectations. By Tracy Morin

40

A Slice and a Smile New York nonprofit A Slice of Hope partnered with pizzerias to throw uplifting pizza-and-music parties for the needy in 36 cities. They’d love to come to your town in 2016. By Rick Hynum

44 56

Part-Time Vegetarians Meatless Monday promotions help transform slow nights and prove to your customers that you care about their health and the environment. By Tracy Morin

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56

The City That Pizza Built At 15, Salvatore Lupoli promised his dying father that he’d make a difference in people’s lives. He’s done that and more in Lawrence, Massachusetts, a city he has helped rebuild one slice at a time. By Missy Assink

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PMQ Pizza Magazine The Pizza Industry’s Business Monthly

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11/10/15 10:02 AM

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DEPARTMENTS

16

In Lehmann’s Terms: How to Prepare Refrigerated Dough for Use Tom “The Dough Doctor” Lehmann offers a simple solution to prevent bubbles in your pizza dough after refrigeration.

16

22

Recipe of the Month: Sausage Holiday Tree Wintertime is upon us, but this hearty pull-apart treat from Fontanini Meats will spread warmth and holiday cheer to your customers.

24

Marketing Maven: 7 Tips for Suggestive Selling Teach a few basic upselling strategies to your servers, and the boost to your bottom line could be significant.

26

22

Marketing Marvels: Shield’s Pizza Paul Andoni of Shield’s Pizza talks about building strong community ties through promotions ranging from pizza rewards for A students to serving the unemployed.

98

Pizza Hall of Fame: Patsy’s Pizzeria With more than 80 years of pizza peddling under its belt, this East Harlem legend—once a favorite haunt of Frank Sinatra and Joe DiMaggio—has remained unchanged while growing its empire through franchising.

24 26 Click here for featured video: This quick video summary hits the high points of this year’s Pizza Power Report.

Click here for featured video: Dance along to Pharrell Williams’ hit song “Happy” as A Slice of Hope and its pizzeria partners throw life-affirming pizza parties around the country.

Click here for featured video: Pizza king and real estate magnate Sal Lupoli explains how he used pizza—and real estate development—to transform a dying Massachusetts town.

10

IN EVERY ISSUE 6

Online at PMQ.com

74

On the Road With PMQ

12

From the Editor

76

Product Spotlight

14

From the Inbox

83

Advertiser Index

20

Moneymakers

84

The Pizza Exchange

PMQ Pizza Magazine The Pizza Industry’s Business Monthly

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12/4/15 1:41 PM

It pays to tend to your flock.

Over the past 5 years, employee out-of-pocket expenses have risen nearly 40%.1

Aflac can help protect your employees with cash to cover their bills in the event of a covered sickness or injury. And now employees’ claims can get paid in a day with Aflac’s One Day PaySM when they submit online.2 Small businesses like how easy it is to add voluntary coverage to their benefits at no direct cost. Especially when it is from Aflac, the number one provider of worksite/voluntary insurance sales for 13 consecutive years.3 Aflac may even be a pre-tax deduction, so when we say it pays to tend to your flock, it just might.

Call your local agent and visit aflac.com/smallbiz

2014 Employer Health Benefits Survey, The Henry J. Kaiser Family Foundation, September 10, 2014. 2One Day PaySM is available for most properly documented, individual claims submitted online through Aflac SmartClaim® by 3 PM ET. Aflac SmartClaim® not available on the following: Short Term Disability (excluding Accident and Sickness Riders), Life, Vision, Dental, Medicare Supplement, Long Term Care/Home Health Care, Aflac Plus Rider and Group policies. Individual Company Statistic, 2015. 3Eastbridge Consulting Group, U.S. Worksite/Voluntary Sales Report. Carrier Results for 2002-2014. Avon, CT. Coverage is underwritten by American Family Life Assurance Company of Columbus. In New York, coverage is underwritten by American Family Life Assurance Company of New York.

1

Z150001R

Worldwide Headquarters | 1932 Wynnton Road | Columbus, GA 31999

3/15

FROM THE EDITOR

Winner of 5 ASBPE Awards Winner of 4 GAMMA Awards ISSN 1937-5263

A PUBLICATION OF PMQ, INC. | 662-234-5481

Don’t Become a Political Casualty in 2016

W

e all know politics is an ugly business. Some believe it’s gotten uglier in recent years, but history suggests otherwise. In America’s early days, political operatives defamed one of our most respected presidents, alleging that if Thomas Jefferson won the 1800 election, “murder, robbery, rape, adultery and incest will be openly taught and practiced.” Founding father Alexander Hamilton so despised Jefferson’s VP, Aaron Burr, that the two men fought a duel and Burr shot the former Treasury Secretary to death. Jefferson himself was no saint—he used pamphlets to spread lies about John Adams, claiming Adams had “a hermaphroditical character, which has neither the force of a man nor the gentleness and sensibility of a woman.”

It doesn’t get much worse than pistol fights and calling your rival a hermaphrodite. Still, today’s political atmosphere feels just as poisonous to us. Sometimes politics even seeps into the pizza business, such as when Scott Van Duzer, owner of Big Apple Pizza and Pasta (www.bigapplepizza. com) in Fort Pierce, Florida, bear-hugged President Obama with TV cameras rolling, only to come under attack from angry conservatives on Yelp and other crowdsourced websites. Earlier in 2015, Memories Pizza in Walkerton, Indiana, faced a similar firestorm of liberal outrage when the owners told a TV reporter they would not cater a gay wedding.

If you’ve got strong political beliefs, you have the right to speak your mind. But when you express your opinions to the news media, you will likely pay a steep price, whatever your position may be. Here’s a rule of thumb: Never assume a reporter will keep your comments to himself.

Before offering any controversial opinion, first ask the reporter to go off the record. If he agrees, he is ethically obligated to withhold your remarks from publication. If he does not verbally agree to go off the record, keep your thoughts to yourself!

Remember, 2016 is an election year, and reporters will be looking for a local angle on a national controversy. Don’t let them make you the story unless you’re ready to face the consequences.

VOLUME 19, ISSUE 10 DECEMBER 2015 PUBLISHER

Steve Green, sg@pmq.com ext. 123

CO-PUBLISHER

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

Rick Hynum, rick@pmq.com ext. 130 ASSOCIATE EDITOR

Andy Knef, andy@pmq.com ext. 136

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 MEDIA PRODUCER

Chris Green, chris@pmq.com ext. 133 MEDIA PRODUCER

Erin Toffler, erin@pmq.com

IT SPECIALIST

Aaron Harris, aaron@pmq.com ext. 137 CHIEF FINANCIAL OFFICER

Shawn Brown, shawn@pmq.com CIRCULATION MANAGER

Sherlyn Clark, sherlyn@pmq.com ext. 120 TEST CHEF/EVENT COORDINATOR

Brian Hernandez, brian@pmq.com ext. 129

ADVERTISING SALES DIRECTOR

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

Clifton Moody, clifton@pmq.com ext. 138 ACCOUNT EXECUTIVE

Tom Boyles, tom@pmq.com ext. 122

MARKETING DIRECTOR

Anna Zemek, anna@pmq.com ext. 140

SALES ASSISTANT

Brandy Pinion, brandy@pmq.com ext. 127

PMQ INTERNATIONAL PMQ CHINA

Yvonne Liu, yvonne@pmq.com PMQ AUSTRALIA-NZ

Tom Boyles, tom@pmqaustralia.com

PMQ RUSSIA

Vladimir Davydov, vladimir@pmq.com CONTRIBUTORS

Chef Santo Bruno, Linda Duke, Tom Lehmann

PMQ PIZZA MAGAZINE | December 2015 | Volume 19, Issue 10

Rick Hynum Editor-in-chief PMQ Pizza Magazine DECEMBER 2015 | WWW.PMQ.COM

PIZZA POWER REPORT Meet the Typical Pizza Lover: She's Young, Fit and Connected

PLUS: The Millennial Effect The Fast-Casual Boom Wages On the Rise How to Compete in 2016 PAGE 44

The Pizza Industry’s Business Monthly | PMQ.com

12

PMQ PIZZA MAGAZINE

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

The 2016

ON THE COVER: The typical pizza lover in 2016 will be a fit, young woman who rarely goes anywhere without her smartphone. Learn more about her in this year’s Pizza Power Report.

PMQ Pizza Magazine The Pizza Industry’s Business Monthly

PMQ Pizza Magazine (ISSN #1937-5263) is published 10 times per year.

Cost of U.S. subscription is $25 per year. International $35. Periodical postage pricing paid at Oxford, MS. Additional mailing offices at Bolingbrook, IL. Postmaster: Send address changes to: PMQ Pizza Magazine, PO Box 2015, Langhorne, PA 19047.

Opinions expressed by the editors and contributing writers are strictly their own, and are not necessarily those of the advertisers. All rights reserved. No portion of PMQ may be reproduced in whole or part without written consent.

FROM THE INBOX

WEDGEWOOD FERNANDO’S PIZZA

VINCE THE PIZZA PRINCE

60 YEARS IN THE PIZZA BIZ We are very excited to have been inducted into PMQ’s Pizza Hall of Fame (pizzahalloffame.com). It’s an honor to be included with the longest-tenured landmark pizzerias in the country. My wife and I were surprised and humbled when the framed plaque arrived from UPS. This year marks 60 years in business for us. With new challenges every day, we continue to work in our legendary business, providing great pizza, hoagies, oven grinders and more to our wonderful customers. They are our fans—without them, nobody gets paid!

Vince Cianfichi Vince the Pizza Prince Scranton, PA

FIND US ON SOCIAL MEDIA: 14

PMQ Pizza Magazine The Pizza Industry’s Business Monthly

THE BRIER HILL PIZZA STYLE I have a suggestion for your United Pizza States of America map (pmq.com/pizzamap). In the Youngstown region, we have a style called the Brier Hill pizza. Brier Hill is a neighborhood in Youngstown, Ohio, that was once viewed as the city’s Little Italy district. There are variations of a Brier Hill pizza, but they all boil down to a simple creation: extra pizza sauce and sautéed peppers, topped with grated Parmesan cheese.

We also have a unique crust in our area. We are situated right between Chicago and New York— consequently, our crust is not too thick but not too thin, similar to a Detroit-style pizza. Finally, we have a white pizza made with a base of garlic, herbs and oil, banana peppers and mozzarella.

Some add olives or bacon to it as well!

Alex Siwicki Via Facebook

E W F F U T S

has a ) in Orlando, Florida, om o.c nd rla ao izz ip (p Pi Pizza t your pi hole” es you want to “shu ak m at th d an br lar singu logo—a pair azzy graphics, a sexy and eat. Boasting sn re pies a slice—and signatu on ng pi om ch s lip of female s, Pi is a fun, filled with appetizer e dl id m e th in les with ho broad appeal. quirky concept with

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For our full line of appetizers as well as exclusive Bellissimo branded Italian style products, visit BellissimoFoods.com to contact a representative and request samples and pricing.

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IN LEHMANN’S TERMS

How to Prepare Refrigerated Dough for Use Follow these tips from Tom “The Dough Doctor” Lehmann to prevent bubbles in pizza dough taken straight from the cooler.

By Tom Lehmann Tom Lehmann recently retired as the longtime director of bakery assistance for the American Institute of Baking (AIB). He is now an industry consultant dedicated to helping pizzeria operators make more money. Need more dough advice? Visit the Dough Information Center at PMQ.com/ dough.

16

Q A

bakes without bubbling, it’s typically good for use over the next three hours. Any dough not used within this window of time can be Preparing refrigerated dough for use is a preopened, placed onto screens and stored on crucial step in the pizza making process. a wire tree rack in the cooler for use later in If it’s done wrong, your oven tender will devel- the day. (Make sure to cover these pizza skins op a needless attraction to the bubble popper. after about 30 minutes in the cooler to prevent After your dough has been stored in the cooler excessive drying.)

To use the preopened skins, remove the rack or retarder for 18 hours or more, it will have cooled down to about the temperature of the from the cooler, keeping it covered, and again cooler’s interior. Once you remove the dough allow the pizza skins to temper at room temfrom the cooler, if you take it directly to the perature for about 30 minutes. Then you can remove them from thereceive screens, adjust make table and then put it in the oven, the Mention this ad and FREEthe size and shape of the skins as needed, and take them dough will exhibit a pronounced tendency to onsite installation! to the make table in preparation for use. bubble up during baking.

Note: If you bake on a screen, be sure to What’s the solution? Once you bring the dough out of the cooler, keep it covered to remove the preopened skin from the storage prevent drying and let it temper at room tem- screen and place it onto a baking screen; this perature for upwards of 2½ hours or until the will reorient the screen marks on the dough dough ball temperature reaches 50°F. Then you skin, thus reducing the probability that the can take it to the make table for baking, and its dough will flow into the screen openings and propensity to bubble will be greatly reduced or expand upon baking, potentially locking the even eliminated. Once the dough has reached baked crust to the screen. the point where it can be opened easily and I keep having problems with bubbles in my refrigerated dough. What am I doing wrong?

PMQ Pizza Magazine The Pizza Industry’s Business Monthly

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NEW YORK’S FINEST

Funghi al Borgo Don’t keep your customers waiting for that first bite of food—get them started with a dish of juicy sautéed mushrooms.

By Chef Santo Bruno

H

ello, my readers! In last month’s column, I mentioned that I had paid a visit to Il Borgo Reali, an upscale restaurant in Queens, New York, owned by my friend Giovanni Fabiano. While I was there, I learned about this dish and gave it a try. To my surprise, it was delicious. It’s also easy to make, with just a few simple ingredients— mushrooms, garlic, olive oil, parsley, salt and pepper. Offer it as a starter so your customers don’t get edgy while they’re waiting for their entrees. Always keep your customers happy!

You can also try it at home—serve it to family and friends at your holiday table this year.

Buon appetito!

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

18

PMQ Pizza Magazine The Pizza Industry’s Business Monthly

INGREDIENTS: 1½ lb. fresh mushrooms 6 garlic cloves, finely chopped 6 tbsp. olive oil 7 tsp. fresh parsley, chopped Salt and pepper to taste

DIRECTIONS: Clean the mushrooms carefully by wiping them with a damp cloth. Cut the woody tips of the stems and slice the stem caps fairly thickly. Heat the oil in a large frying pan. Stir in the garlic and saute for about 1 minute, then add the mushrooms.

Cook for 8 to 10 minutes, stirring occasionally. Season with salt, pepper and parsley. Cook for an additional 5 minutes.

Serve immediately.

Your Food. Our Box.

Packaging Matters.

Your pizza box does more than just deliver pizza; it also delivers your brand message. WestRock is an industry leader in world-class packaging graphics and printing that promotes your unique brand and sells your product.

• Kraft and white top pizza box customization available • Range of print choices: – Good: 1 or 2 colors flexo printed after board is corrugated – Better: 3 or 4 colors flexo printed after board is corrugated – Best: 4-color pre-print on outside liner before corrugation with fluted medium and inside liner • Small quantity custom print capabilities in 1, 2, and 3 colors We offer a full line of foodservice packaging.

For More Information, Contact Us at (816) 415.7359 or PizzaBoxes@WestRock.com

©2015 WestRock Company. All rights reserved. WESTROCK and the WestRock logo are trademarks of WestRock Company and its subsidiaries and affiliates.

MONEYMAKERS

The Packer and the Pizza Shop

Special Promos for Special Athletes

YOUR PIE

Jason Martin dedicated his first week as a Your Pie franchisee to events that raised more than $4,000 for the Oklahoma Special Olympics.

Birthday Greetings Create a birthday party package for kids with a special price that covers multiple cheese or pepperoni pizzas, drinks, cake and ice cream. To build interest, develop a fun promotional video for your parties and post it on social media.

PMQ Pizza Magazine The Pizza Industry’s Business Monthly

Anna’s Pizza & Pasta named a pepperoni pizza after Green Bay Packers legend Ahman Green in a fundraiser to help kids and families battling cancer.

Jason Martin, owner of a Your Pie (yourpie.com) franchise in Del City, Oklahoma, has a strong personal connection to the Oklahoma Special Olympics (OSO): His son, Jordan, competes in swimming, basketball and bowling. Martin parlayed his support for the OSO into free publicity for his new store by appearing with Jordan on KFOR’s Rise and Shine morning show just days after opening his doors in mid-September. During the segment, Martin offered free 10” personal pizzas to customers who came in and donated to OSO that day. The segment also featured extensive footage of Your Pie’s food and pizza makers in action. Martin’s franchise raised more than $4,300 for OSO during the week of its grand opening.

Quick Tip 1:

20

ANNA’S PIZZA & PASTA

In a partnership with NFL legend Ahman Green, the Green Bay Packers’ all-time leading rusher, Anna’s Pizza & Pasta (annaspizzawinnebago.com) in Winnebago, Illinois, spent more than a month this fall raising cash for the Ahman Green Foundation, which benefits children and families battling cancer. As part of its Ahman Green Pizza Drive for Cancer promotion, Anna’s created a special Ahman Green Pepperoni Pizza and donated $2 to Green’s foundation for every pie sold. Customers also earned the chance to win a football helmet signed by Green himself.

DEBBIE FLEETWOOD PHOTOGRAPHY

A Meal Fit for a Dog

Puppy chow never tasted so good for dogs in Olathe, Kansas. As part of its 9th annual Ciao Bow Wow promotion, SPIN! Neapolitan Pizza (spinpizza.com) fed and entertained dozens of Olathe canines and their owners recently while raising funds for the Humane Society of Greater Kansas City. Dogs enjoyed a “gourmet meal” that included pizza, breadsticks and gelato, while humans ordered off the regular menu. Tickets for the event were $35 per dog, and the event drew a reporter from local TV station KMBC, who reported the dogs’ favorite pizza flavor was, not surprisingly, “pupperoni.”

Gourmet food for dogs was on the menu at SPIN! Neapolitan Pizza, which recently hosted its 9th annual Ciao Bow Wow promotion in Olathe, Kansas.

Quick Tip 2: Collect Those Testimonials If you offer catering for private or corporate events, make sure to solicit testimonials from every satisfied customer.

Then feature the quotes—the shorter and snappier, the better—on your website, catering materials, in-house signage and social media.

The Summer of Love

DONATOS

Donatos’ “Summer of Your Life” contest winner Kim Black (second from left) and her daughter, Meredith Lineberry, present a $1,000 check to Niki Shafer of Nationwide Children’s Hospital and David Koos of the Westerville Close to Home Center as Donatos chairwoman Jane Grote Abell looks on.

The Donatos Pizza (donatos.com) delivery chain, headquartered in Columbus, Ohio, turned summertime into the season of giving with a special mobile marketing program that raised big bucks every week for charities—while also capturing thousands of cell phone numbers. Customers texted SUMMER to a special number and qualified to win a weekly drawing of $1,000. To sweeten the pot, Donatos also donated another $1,000 to every winner’s charity of choice. The promotion, called “The Summer of Your Life,” ran for 13 weeks and drew more than 36,000 entries.

December 2015 pmq.com

21

RECIPE MONTH Holiday Sausage Tree INGREDIENTS: 1 lb. hot Italian sausage links ½ medium red bell pepper, diced 4 green onions, thinly sliced 2 8-oz. packages refrigerated crescent rolls (or use strips of pizza dough) Mozzarella cheese, shredded DIRECTIONS: Preheat oven to 400°F. Remove casings from sausage links. Break up sausage with a spoon in a medium-size bowl and brown in a pan. Add red peppers and green onions and mix well.

Unroll one package of crescent rolls and press the seams together to form one large rectangle. Repeat with the second package of crescent rolls. Spread a thin layer of shredded mozzarella on the dough. Spread ½ of the sausage mixture evenly over each rectangle. Starting from the narrow end, roll up the dough, jellyroll-style. Cut each roll into 8 equal slices and place on their sides on a baking sheet, forming a Christmas tree. Bake for 25 to 35 minutes or until sausage is no longer pink and crust is golden-brown. Serve warm.

22

PMQ Pizza Magazine The Pizza Industry’s Business Monthly

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of the

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The Season of Sausage As the weather turns colder, your guests may be looking for something a little heartier to fill their bellies. The Sausage Holiday Tree is a perfect—and perfectly delicious—seasonal addition to your pizzeria’s menu. This pull-apart breakfastor-anytime treat lends itself to a range of serving possibilities, including: dd Add the Sausage Holiday Tree to your menu as a seasonal appetizer dd Serve as a holiday breakfast or brunch dish with a side of maple syrup dd Add this item to your holiday catering menu

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MARKETING MAVEN

Specialty drinks, signature cocktails and coffee beverages make great upsell items. And half bottles of wine placed at the register offer an upsell opportunity before guests pay their bills.

U

pselling, also known as suggestive selling, is an easy way to increase sales at your pizzeria. By developing a non-threatening approach and training your staff to take advantage of every upselling opportunity, you can see a substantial uptick in check averages almost immediately. Here are seven upselling strategies to consider: 1. Instill the skills. It all starts with server training.

The upsell should feel natural and flow from the server’s personality. Guests want to order from people who sincerely believe in your food and show genuine excitement about a menu, not from someone who sounds robotic. For example, your server should say, “You know, a side order of our spicy hot wings will go great with that pepperoni pizza,” and make it feel like it’s all just part of the conversation with the guest. In other words, you want to train Linda Duke is the CEO of Duke Marketing and author of Recipes for Restaurateurs (marketing-cookbook.com), a “cookbook” of marketing ideas for restaurant owners, as well as The LSM Diet: Improve Your Bottom Line, Not Your Waistline (lsmdiet.com), a self-help guide to local store marketing. She publishes a quarterly industry resource, Restaurant Marketing Magazine, and an educational program, LSM-U, Local Store Marketing University. Find out more at dukemarketing.com.

24

PMQ Pizza Magazine The Pizza Industry’s Business Monthly

7

Tips for Suggestive Selling

Upselling is easier than your servers might think.

Teach them a few basic strategies and watch your check averages soar. By Linda Duke

your employees to upsell in a relaxed, non-threatening way without pressure.

2. Different strokes for different folks. Every guest has different needs and wants, and those should not be marginalized. Train your employees to read guests’ personalities and to select the best approach for each type.

Teach them to employ multiple suggestive selling techniques and to use different techniques every time instead of repeating the same pitch over and over. Set aside some training time and let your employees practice and roleplay with each other.

3. Break the ice. Teach your employees to start a genuine conversation with the guests and ask questions, such as “Have you dined with us before?” or “Is this a special occasion [i.e., a birthday, a work lunch, a dinner date]?”

The more your server knows about the guests, the better suggestions he can make.

4. Know your stuff. Your employees should know the menu backward and forward. If necessary, hold special tastings for your servers so they’ll choose their own favorite pizzas and appetizers that they can recommend. They

should know how to describe every menu item vividly (without parroting your menu descriptions) and offer details and suggestions to their customers.

5. Give something away. Sampling is a great way to break the ice. Have your server take a small sample of certain menu items to the guest’s table to get the meal off to a good start. Later, the server should follow up and ask how the guests liked the samples. Sampling offers a great opportunity to truly engage with your customer.

6. It’s never too late to motivate. Offer an incentive program for upselling. A sales contest for most desserts or add-ons will get servers excited about coming to work every day. Reward them with movie passes, gift cards and other prizes. Find out what they want to win, and offer them the chance to win it.

7. Go over the top. Provide an over-the-top experience with great, friendly, fun service, and your guests will appreciate being upsold. To encourage repeat business, teach your servers how to add that special touch, such as a thank-you note with the check or a card for a complimentary appetizer on their next visit.

Dessert displays make it easier for servers to suggest and upsell.

December 2015 pmq.com

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At the Troy, Michigan, location of Shield's Pizza, passersby can see from exterior signage that kids eat free on Tuesdays and the pizza has been voted one of the best in the region.

M A R K E T I N G

M A R V E L S :

Shield’s Pizza

From free pies for the unemployed to cookies with Santa Claus, this Detroit mainstay knows how to engage the community and keep families coming back for more. By Liz Barrett

W

hen you’ve been serving pizza for 70 years, some may expect you to take a break from marketing every once in a while. But not at Detroit-based Shield’s Pizza (shieldspizza.com), with two company-owned locations and one franchise working hard to stay competitive in the pizza-centric Midwest.

From promotions such as special happy hour pricing for sporting events to highly publicized pizza giveaways, Shield’s Pizza co-owner Paul Andoni shares with PMQ how the historic pizzeria holds tight to its standing as one of Detroit’s favorite restaurants through an unwavering commitment to the community.

PMQ: CAN YOU TELL US ABOUT ONE OF YOUR BIGGEST PROMOTIONS? Andoni: One of our biggest promotions was in 2009.

The Detroit Lions had just lost every game in 2008, and there were a lot of disappointed fans here in Detroit. We 26

PMQ Pizza Magazine The Pizza Industry’s Business Monthly

decided to run a promotion in 2009 to give free pizza away if the Lions won a game. The team started out the season with a couple of losses, but then they won a game.

The lines wrapped around the building in all three of our locations! News helicopters filmed the event from above, and we still hear about it today.

PMQ: ARE THERE OTHER OCCASIONS WHERE SHIELD’S HAS GIVEN AWAY PIZZA? Andoni: We’ve hosted Unemployment Nights in the past where we invite those who can show proper unemployment documentation to come in for free pizza. We’ve seen thousands of people at these events, and even though they may not be the people who can dine with us very often, they are very appreciative of the meal, which generates goodwill. [It’s a way to] thank people for supporting us all of these years. You can’t put a price tag on that.



PMQ: WHAT’S YOUR DINE FOR DOLLARS PROGRAM? Andoni: Dine for Dollars is a fundraising program that allows any group to earn 20% of restaurant proceeds for a Monday through Thursday night of their choosing. We offer a flyer that they can use to create a buzz about the event and invite guests. Guests then show us the flyer when they pay their bill. Twenty percent goes toward the fundraising effort, and we write a check the next day. It brings a lot of new customers in and lets them see that we’re more than just great pizza.

We will usually have about four fundraisers going on per week.

Shield’s owners Paul Andoni (left) and Peter Andoni (right) present a check to Beaumont Hospital in support of its Student Heart Check program.

saving up their points to use on, presumably, a big dinner out.

PMQ: DO YOU USE SOCIAL MEDIA AT ALL? Andoni: We don’t use Twitter, but we started a Facebook page this past January, which, to our surprise, has really grown quickly. We’re always taking photos to share on the page and announcing specials, such as our Burger and Brew for $6.99.

PMQ: HAVE YOU TRIED ONLINE ORDERING? Andoni: In 2013, we decided to try online ordering at the Troy location, using MenuDrive. We average about 10 orders a day, and it would probably get bigger if we rolled it out company-wide. My big concern with trying it was getting the orders wrong, but it has never happened.

PMQ: HOW DOES YOUR FREQUENT DINER PROGRAM WORK? Andoni: We currently have 14,000 people in the program, which also includes enrollment in our e-club.

Once per month, members receive an email with a special offer ranging from 15% off carryout or catering to a free two-liter pop with pizza. The Frequent Diner card accrues points at 5% of what they spend, and they can redeem points whenever they like. We find that a lot of people are

PMQ: TELL US MORE ABOUT YOUR STUDENT REWARD PROGRAM. Andoni: We’ve been running our Food for Thought program for the past 10 years. It rewards students who finish the spring semester with a 3.5 GPA with a small pizza. We

December 2015 pmq.com

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Whether through prizes awarded to Honor Roll students, collecting food for the homeless, or giving away free pizza, Shield's is dedicated to supporting the community.

distribute certificates to 12 local high schools, and they distribute them to the students. Parents love it, and the students usually don’t come alone, so we get new customers from the promotion. We see about 10% to 20% of the certificates come through the door and have seen hundreds over the years.

PMQ: IN WHAT OTHER WAYS DO YOU ENCOURAGE CHILDREN TO VISIT SHIELD’S? Andoni: We realize that kids often dictate where the family goes, so for years we hosted a character night on Monday nights, with characters such as Superman, Batman, Cinderella, Thomas the Train and others entertaining the children and posing for photos. We’re currently running a Kids Eat Free promotion on Tuesday nights, which has the similar benefit of bringing families in during the slower part of the week.

PMQ: DOES SHIELD’S DO ANYTHING SPECIAL AROUND THE HOLIDAY SEASON? Andoni: We have [an event called] Holiday Cookies with Santa where we bake cookies and Santa tells stories. Parents can bring gifts for Santa to distribute to their children as well. When we first started, I didn’t think it would 28

PMQ Pizza Magazine The Pizza Industry’s Business Monthly

go very well, but we’ve had to schedule three different seatings, and people usually stay for lunch afterward.

Parents are usually looking for fun things to do with the kids during the holidays.

PMQ: WHAT ARE SOME OF THE COMMUNITY ORGANIZATIONS YOU SUPPORT? Andoni: We donate meals to the Motor City Blight Busters each year on Angels Night (formerly Devils Night), when they’re patrolling the streets. Last winter we donated $5,000 in gift certificates to Beaumont Hospital’s Student Heart Check Program, and we are regular supporters of Lighthouse of Oakland County and the Juvenile Diabetes Research Foundation.

PMQ: WHEN YOU’RE KNOWN IN THE COMMUNITY AS A COMPANY THAT GIVES SO FREELY, IS IT EVER HARD TO SAY NO? Andoni: We’ve had to pick and choose. We try to find a life cycle. We pick those that really appreciate the support of a local, homegrown company like Shield’s. The people who reach out know we’re charitable, and we have to have a life cycle of giving so we can say yes to others.

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

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TECH, PLEASE! Every day, new digital technologies emerge to help you market smarter, not harder.

Are these innovations a good fit for your operation? By Tracy Morin

S

ome pizzeria operators are more tech-savvy than others. Many traditionalists still log orders with pencil, paper and old-school cash register, while others have mastered social media and offer mobile apps with endless bells and whistles. If you’re one of the latter and have already tackled the basics—such as online ordering and a rewards program—what else can you add to give yourself a competitive edge?

Nowadays, new technology seems to spring up daily; it can feel impossible to keep up with the latest ways to communicate with your customers, help spread positive word about your business online, or make ordering from your pizzeria a more fun or interactive experience. Here, PMQ rounds up some interesting new ways operators are keeping up with the times—and exceeding customers’ expectations—through the powers of technology.

BRINGING HOME THE BEACON Earlier this year, Business Insider reported that beacons, wireless transmitters that communicate with smartphone 32

PMQ Pizza Magazine The Pizza Industry’s Business Monthly

apps via a Bluetooth signal, are expected to rake in impressive profits for retailers in 2016. These Star Trek-like devices can be used to push out coupons or integrate loyalty programs, for example. So how can pizzerias cash in?

According to Brad Marg, CEO of Clutch in Ambler, Pennsylvania, beacons can be useful for both takeout and dine-in. “Brands are starting to incorporate triggered orders for customers once they enter the restaurant,” he explains. “This typically leverages mobile and beacon technology to automatically notify the kitchen—once a dine-in customer arrives—to start cooking his preordered food, maximizing freshness and minimizing waiting time.

Or, for preordered takeout, when he walks in the door, an employee knows to bring his food up front.”

For apps with online ordering, brands also incorporate “skip-the-line” functionality through mobile app integration, Marg adds. “This allows takeout customers to not only order their food ahead of time but also prepay, so they can quickly and easily get in and out with no lines

Domino’s franchisee Artie Stoeke adopted the BlurtBox app, which he likens to a “modern-day suggestion box.”

It allows customers to type in comments and reviews and shoot them directly to operators.

TB

UR

BL OX

December 2015 pmq.com

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ARTIE STOEKE

Artie Stoeke, with two Domino’s stores in Orlando, Florida, encourages customers to provide feedback through in-store signage and box toppers.

“I like the real-time aspect [of customer feedback apps], which allows me to get back to customers as quickly as possible, and I can see both of my stores’ performance on the back end. Customers are wowed when you get back to them so quickly, which ensures more loyalty.”

—Artie Stoeke, Domino’s franchisee and no waiting. For many brands, this type of technology helps to deliver quick service and convenience, creating added value for the customer.”

Beacons can also be used for general greetings and follow-up. For example, when the customer enters your 34

PMQ Pizza Magazine The Pizza Industry’s Business Monthly

pizzeria, a pop-up on his phone can welcome him by name. When he leaves, a message pops up and asks, “How was your dining experience today?” The message can then lead the customer to a survey or invite him to share his experience online.

However, though beacons have shown promise in retail operations, they are still in their infancy, particularly for restaurants, so maximizing this tool may prove a learning experience. If you have an app and want to install a beacon in your pizzeria, ask your vendor how you can use it to improve the customer experience, enhance your operation or streamline staff duties. A beacon is an inexpensive investment (about $40), but you must think about how it will interface with your business, according to Kamron Karington, founder and CEO of Repeat Returns in Las Vegas. “The beacon will know when a customer with your app walks in, or you can set another proximity you want the beacon to recognize and pull up his last order or rewards info, but then what?” he asks. “Plus, if you bombard customers with messages, they can easily consider it an annoyance and opt out.”

UP FOR REVIEW Online reviews have exploded in recent years, and statistics show they can dramatically influence where people dine. According to Chicago-based ReviewTrackers, 88% of Internet users read online reviews to determine a business’ quality; in fact, a one-star ratings jump on Yelp can increase revenues by 9%. So it’s no surprise that new technologies are cropping up to help monitor and improve restaurants’ online profiles. “Social media is important to push info to customers, but reviews help operators listen to those customers,” notes Crystal Shuller, director of customer happiness for ReviewTrackers. “When you listen and engage, you know what you’re doing right and what to improve on.”

Operators can now hire a company to collect reviews from dozens of sources (from industry-specific sites like Yelp and OpenTable to general sites like Google and TripAdvisor), then send immediate notifications to the owners. These notifications let you see all reviews in one place or look for trending key phrases—for example, if a particular problem, like wait times or a specific employee,

keeps cropping up. The Cottage Inn (cottageinn.com) pizza chain, which has dozens of corporate-owned and franchised locations, has instituted such a service to track customer feedback.

Of course, slip-ups will happen at any pizzeria from time to time, and those who have had negative experiences are far more likely to comment; thus, harnessing the power of your pizzeria’s biggest fans is also crucial. A review-monitoring service can encourage positive vibes online by sending a one-question survey after the meal: “On a scale of 1 to 10, how likely are you to recommend

“Games at the point of sale inspire higher spending and more frequent visits and bring more fun to the dining experience.”

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Developers like OfferCraft are creating “gamification” software for pizzerias nationwide, allowing restaurant guests to play customizable games on their phones, on tablets or near the cash register and win prizes.

us?” (The survey invite can be printed at the bottom of a receipt or pop up on your landing page when a customer logs into your WiFi.) “If he says 7 or above, you can invite him to review you online; for a 6 or less, you can follow up with the customer directly,” Shuller says.

Domino’s (dominos.com) franchisee Artie Stoeke, based in Orlando, Florida, adopted a review-based technology at his two college-campus locations about a year ago. He works with the BlurtBox app, which he likens to a “modern-day suggestion box.” Customers download the app and type in comments for participating businesses, which then shoot directly to the operator. Unlike online reviews or even corporate-lodged complaints, it allows for quick fixes, ideally before negativity hits the Web—or for

“Mobile and beacon technology [will] automatically notify the kitchen—once a dine-in customer arrives—to start cooking his preordered food.

Or, for preordered takeout, when he walks in the door, the employee knows to bring his food up front.”

—Brad Marg, Clutch 36

PMQ Pizza Magazine The Pizza Industry’s Business Monthly

immediate praise to employees when reviews are glowing.

Even though the BlurtBox app’s customers can remain anonymous if they choose (college students are always looking for the latest Web-based rage, but they also value online privacy), Stoeke can still communicate directly with them through the app. “I like the real-time aspect, which allows me to get back to customers as quickly as possible, and I can see both of my stores’ performance on the back end,” he explains. “Customers are wowed when you get back to them so quickly, which ensures more loyalty.”

GAME ON After Pizza Hut (pizzahut.com) garnered $1 million in sales in a mere four months thanks to its launch of an Xbox app, which allowed users to build pizzas with the click of their controllers, the pizza-gaming connection went mainstream. Now, companies provide “gamification” software to pizzerias nationwide. “Games at the point of sale inspire higher spending and more frequent visits and bring more fun to the dining experience,” notes Aron Ezra, CEO of OfferCraft in Las Vegas.

For example, pizzerias can deploy a customizable game that patrons play on their phones, on a tablet at the table, or near the cash register. In exchange for ordering certain types of items or visiting more frequently, customers earn the chance to play games (like Spin-the-Wheel or Pick-a-Briefcase) to win prizes that can be redeemed on a future visit. The pizzeria captures the customer’s email

Rewarding your loyalty program’s members at surprise intervals helps boost excitement, encouraging them to return—and tell their friends.

or cell phone number to send the prize—a gateway for future communication and another incentive for them to return or recommend the pizzeria to friends. “When we compare an identical offer that is distributed via a game versus one that’s given without, we consistently see far higher redemption rates on the offer that was given in tandem with the game,” Ezra explains. “Patrons are far more likely to remember the experience and feel that they ‘earned’ the offer.”

SURPRISE AND DELIGHT Of course, rewarding customers needn’t be utilized exclusively with gaming; some innovative brands are upping the fun factor with “surprise and delight” programs, whereby customers get unexpected rewards, from additional food items to size upgrades, according to Marg. “This adds a level of unpredictability and surprise to a brand’s loyalty program that many customers find appealing,” he says.

“Additionally, this form of program removes the issue of rewards becoming an expectation of customers, while also creating excitement with the brand that builds affinity and loyalty.”

Although the rewards will seem “random” to customers, they’ll be fully automated on the back end with parameters you set through your loyalty program’s POS system. For 38

PMQ Pizza Magazine The Pizza Industry’s Business Monthly

example, if a customer isn’t up for a scheduled reward just yet but hasn’t visited in 60 days, you can surprise him with a special offer through your app—or, using beacon technology, welcome him back with a free beverage or dessert when he walks in (or shows up within a prescribed radius of the pizzeria). When customers expect a lag between rewards, they can grow bored or complacent with the program, but small freebies along the way can have big impact, even encouraging them to share their experience on social media or among co-workers, family and friends.

Ultimately, even for operators who have already jumped on the techie bandwagon, it can be tricky to pinpoint what to implement and how. Like with any marketing tactic, it’s important to understand first what you want to accomplish, who your customers are, and how you can best improve your operation through technology. Only then should you dive in—and closely monitor results.

“It’s easy to get excited by new technology, but the key question to ask is, ‘What will I do with it?’” Karington concludes. “How will it work for your business? What’s the real benefit beyond the hype?”

Tracy Morin is PMQ’s senior copy editor.

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Clockwise, from top left: PMQ’s Brian Hernandez and Daniel Lee Perea performed for A Slice of Hope party at Barron Heights Transitional Center in Memphis; boxes of pizza from Pat’s Pizzeria are ready to be delivered to a pizza party at Bea Gaddy’s Women and Children’s Shelter in Baltimore; Joe Chastain, Jr., a Barron Heights guest, enjoys a slice and some rockabillly music; the family of Pat’s Pizzeria owner Peter Anastasi gets ready to serve pies; Barron Heights guest Derix Dugan dances to the tunes in Memphis; and the Yummy Patrol from Pat’s Pizzeria shows up with plenty of pizza and smiles on their faces.

A

s a child, Obaid Kadwani moved from the overcrowded, poverty-stricken city of Mumbai, India, to the mean streets of the Bronx. It was a step up, but not a big one. The majority of the people of Mumbai, a city of more than 8 million at the time, lived in disease-ridden slums. The Bronx, on the other hand, was plagued with drugs and gang violence, with plenty of poverty of its own. “It was like sink or swim there, especially in the ’80s,” Kadwani recalls.

Kadwani, fortunately, learned to swim. Outgoing and confident, he grew up to become an entrepreneur, actor, producer and host of numerous entertainment shows on the national TV network Namaste America, which targets a South Asian audience in the United States. He’s also the

40

PMQ Pizza Magazine The Pizza Industry’s Business Monthly

driving force behind A Slice of Hope, a New York-based nonprofit that works with pizzerias to spread joy through pizza parties hosted at shelters and food pantries around the country.

Kadwani’s organization partnered with PMQ this year for the annual Share a Slice of Hope Week, and he says it was “probably our most successful one ever. We threw parties in 36 cities in 26 states and gave away 16,000 slices, each one creating a smile and a sense of hope for our guests.”

After PMQ promoted A Slice of Hope Week in its pages this summer (“Hope by the Slice,” June/July 2015), independent operations like Pat’s Pizzeria (patsfamilyrestaurant.com) in Baltimore and Paxton’s Pizza in Little Rock,

Pizzeria operators and their staff spread hope and joy at shelters around the country this year. Watch exclusive video coverage of A Slice of Hope Week at PizzaTV.com.

Slice Smile

A A Slice of Hope founder Obaid Kadwani (above), a native of Mumbai who grew up poor in Brooklyn, gets a hug from a young boy at a pizza party in New York. Kadwani’s organization started out in the Big Apple, hosting pizza parties at homeless shelters, and has since expanded nationwide, partnering with independent pizzerias and chain franchisees alike to spread joy and hope through pizza.

AND A

In its most successful year ever, A Slice of Hope partnered with pizzerias in 36 cities to throw pizza parties for the needy. The next step: creating a permanent endowment.

By Rick Hynum

Arkansas, came forward during the week of August 17 to 22 and provided pizzas for parties in local shelters and hosted fundraisers on the nonprofit’s behalf. “We are really glad we were able to partner with PMQ and that it all went as expected,” Kadwani says. “Slice of Hope keeps growing as more people hear about it. And we have so many ways—both small and big—that pizzeria operators can help out.”

JOIN THE PARTY IN 2016

THE POWER OF GIVING BACK A Slice of Hope party typically takes place in a community shelter or organization serving the homeless, battered women, children, veterans and other groups.

A Slice of Hope works with pizzerias—both chains and

partner with indepenA Slice of Hope wants to around the U.S. To learn dent and chain pizzerias za parties in 2016, visit how you can sponsor piz ct Rebecca Ruttle at asliceofhope.org or conta g or 937-219-8618.

Rebecca@asliceofhope.or

December 2015 pmq.com

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A Slice of Hope founder Obaid Kadwani (second from right) says his organization gave away 16,000 slices at pizza parties for the needy in 36 cities this year. His next goal is to establish an endowment that will keep the organization going and growing for years to come.

independents—to provide pizzas, beverages and musical entertainment for the shelter’s guests. Some pizzerias donate food for free, while others provide it half-price to A Slice of Hope. Some also hold in-store fundraisers for the organization—in those cases, A Slice of Hope keeps half of the funds and donates the other half back to the pizzeria in the form of sticky notes that serve as prepaid credits for free slices to be donated to the needy. (This promotion was inspired by Mason Wartman, owner of Rosa’s Fresh Pizza [rosasfreshpizza.com] in Philadelphia, where customers donate free slices via sticky notes pinned to the store’s wall.)

Kadwani dreamed up the Slice of Hope pizza party concept nearly 10 years ago. He believes pizza makes everyone happy, and music lifts their spirits; a combination of the two, plus a dose of compassion and kindness, inspires hope and perseverance for people struggling through difficult circumstances.

But pizzeria operators get something out of it, too, notes Peter Anastasi, owner of a Pat’s Pizzeria in Baltimore, which provided pizza for a Slice of Hope Week event at the Bea Gaddy’s Women and Children’s Center. “This event did even more for us than for the people we were blessed to serve,” Anastasi says. “My staff and the volunteers will forever remember the smiles and the feeling of the true power of giving back.”

Anastasi recruited local celebrities—including MMA fighter James “Binky” Jones and R&B singer Brave 42

PMQ Pizza Magazine The Pizza Industry’s Business Monthly

Williams—to take part in the event, sign autographs and deliver inspirational speeches. Meanwhile, his staff members, known informally as the Yummy Patrol, handed out slices and spread pizza love to the shelter guests. “I was never so proud of my staff as I was on this day,” Anastasi says. “Even our families joined in, and we made it an allout Pat’s Pizzeria family day, with our wives and kids and cousins helping out. We fed 300 happy people that day.”

That same week, Linda’s Pizza & Ristorante, located in Manchester, New Jersey, brought family and friends to the Asbury Park Rescue Mission, where they served pizza to 40-plus people. And Paul and Debbie Gainor, owners of Pizza Zone (pizzazone.cc) in Spring, Texas, hosted a Slice of Hope event for the Star of Hope Shelter. “Paul grew up in a foster home himself, so he sees the importance of what we’re doing,” Kadwani notes.

Domino’s (dominos.com) franchisees were equally generous with their support. “Even with these chain pizzerias, they’re still owned by small businesspeople who work really hard,” Kadwani says. “In Chicago, there was a Sikh gentleman who owned a Domino’s pizzeria. There was a mix-up, and he delivered the pizzas a week before the party. He felt so badly that he sent more pizzas over again the next week at his own expense.”

CREATING AN ENDOWMENT Next year’s A Slice of Hope Week will move to June, and Kadwani hopes to build on the success of 2015. He also

Family and staff members from Pat’s Pizzeria served slices to 300 guests at a Baltimore shelter for women and children. “I was never so proud of my staff as I was on this day,” owner Peter Anastasi says.

aims to put A Slice of Hope on firm footing through an endowment fund based on real estate in New Jersey.

“Some of our donors have agreed to donate two family houses to us,” he says. “They’re worth $3 million, and there’s still a $2 million mortgage to pay off. If we can make arrangements to pay off that mortgage, the property belongs to A Slice of Hope. These are rental properties

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that will ensure we’ve always got revenue coming into the endowment. So we’re trying to raise funds now to buy the houses and get the endowment set up so that it will pay dividends to help others into perpetuity. It’s a very big deal for us, because we’re a small organization—we’re not the Red Cross.”

Kadwani believes Americans’ attitude toward the needy may be shifting. “They’re beginning to realize you cannot have 47 million people living in poverty in America.

You can’t have 15 individuals in America owning more wealth than half the country combined. You can’t have one in seven children wondering if they might have to go without a meal.”

He believes the “greed is good” era, portrayed in the 1987 film Wall Street, may be coming to an end. “Now we have seen that you can get really rich and still be extremely unhappy,” he says. “At the end of the day, you’ve got a hole in your heart, and all that money won’t fill it.

Studies show that, to be happy, you need to give back and help others. Giving makes people feel good.”

Rick Hynum is PMQ’s editor-in-chief.

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PMQ Pizza Magazine The Pizza Industry’s Business Monthly

REPORT A STATE-OF-THE-INDUSTRY ANALYSIS Shifting demographics and cultural changes will require bold new marketing strategies and technological upgrades for pizzeria operators in 2016. By Rick Hynum

P

izza is like sex, the old joke goes: When it’s good, it’s great, but when it’s bad, it’s still pretty darn good. Then there are those free thinkers who, all joking aside, say pizza is better than sex. In a 2015 survey by gluten-free crust purveyor Smart Flour Foods and the Center for Generational Kinetics, more than 6 million adults said they would give up sex for a year before they’d stop eating pizza. Now that’s what we call pizza power.

The Smart Flour Foods study, titled Pizza Lovers in America 2015: Unexpected Findings From a Generational Look at Pizza Trends, was packed with intriguing revelations. It found that 35% of Americans go out for pizza and buy grocery-store pizza at least once per month, but these people—termed “pizza lovers” in the study—defy old stereotypes. Forget frat boys, gamers and beer-bellied football fans. Think fit young ladies. The study found that 63% of pizza lovers are women, and 41% of those women

are millennials (as defined by the study, born between 1977 and 1995). Sixty-eight percent of all pizza lovers exercise two or more times per week. More than half (53%) are ages 25 to 44, while only 8% are 65 or older.

In other words, the typical hardcore pizza fan may not be who you think “he” is. He’s a she, she’s relatively young, and she’s health-conscious. She loves her mobile phone (possibly more than sex and pizza combined) and uses it for everything from texting and watching videos to ordering pizza and posting pictures of that pizza online.

And she is a brown-eyed brunette with a mole on her left shoulder—OK, we made that part up. But you get the picture.

Before long, that “typical” pizza fan won’t even be white. As a recent study from research firm Mintel shows, Hispanic, black and Asian populations are growing faster than whites. The Hispanic population is predicted to grow by nearly 27% between 2009 and 2019, and Hispanic

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households will have more kids. Lucky for us, as Ad Age reported in 2014, Hispanic consumers “are more likely to choose pizza when they go out for fast food as compared to the general market.”

As sure as the earth keeps spinning, the pizza market keeps evolving. Unfortunately, as we’ll learn, it doesn’t always keep growing.

BAD NEWS FOR INDEPENDENTS This year’s pizza sales numbers from research firm CHD Expert don’t look as promising as we’d like. Overall, pizza restaurant sales in the United States were flat for the year ending September 30, 2015, even while the total number of units increased. Pizza sales reached $38,504,164.116, a slight drop of .05% from the same time period in 2014. Average store sales also went down to $514,679, a decrease of 2.34%.

A closer look at the past year’s sales figures from CHD Expert reveals some particularly discouraging news for independent operators (those with fewer than 10 stores). Their sales dropped by 5.01% to a total of $14,967,292,162, while chain operators (10 or more

units) logged an increase of 3.38% to $23,536,871,954.

Independents’ average sales dropped by 3.21% to $384,524 per store, while the chains saw an increase in average sales of 3.82% to $655,846. The chains also added more units, with a 7.33% increase to a total of 35,888 stores, even as more independent stores closed their doors, dropping to 38,924, a decrease of 1.85% from the previous year.

All of this points to a shrinking market share for independent pizzerias—they now account for a little under 39% of all pizza sales, compared to slightly more than 61% for the chains. That’s about a 2% drop compared to the same period in 2014.

What accounts for this downturn in business for independent operators? We can only speculate, but it’s a safe bet online ordering has a lot to do with it. Smaller independents have been slow to adopt mobile ordering technologies, while the big chains—and many of the smaller ones—acted quickly and decisively. About 50% of Domino’s (dominos.com) sales now come through its digital ordering channels, and studies show that online customers tend to spend more on their orders. Plus, as

Hispanics, whose population is predicted to grow by nearly 27% between 2009 and 2019, are more likely to choose pizza when they go out for fast food than the general market. They also have larger households with more children.

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The NRA report predicts modest sales growth of 4.3% for quick-service and fast-casual restaurants. Fifty-nine percent of quick-service restaurants are projected to enjoy higher sales and profitability in 2015, while 36% will experience little or no growth, and 3% will see a decline. The numbers look similar for fast-casual stores, 62% of which should experience sales and profitability growth, while 33% will stay the same, and 5% will experience a decrease.

Domino’s CEO J. Patrick Doyle told investors in late 2014, digital ordering leads to a higher volume of orders from repeat customers.

In short, if your customers can’t place orders online, you’re falling behind.

ROLLING RIGHT ALONG Overall, the restaurant industry keeps rolling along.

According to the National Restaurant Association (NRA) 2015 Restaurant Industry Forecast, restaurant sales should hit a record high in 2015, soaring to $709.2 billion, a 3.8% jump from 2014. The NRA report attributes the growth to a strengthening economy but adds that “the gains remain below what would be expected during a normal post-recession period.”

That caveat aside, 2015 will represent the industry’s sixth straight year of real sales growth. It will continue to outpace total U.S. job growth in 2015, employing a projected 14 million people in 1 million locations, and will add another 1.7 million new jobs over the next decade.

Restaurants also earn 47 cents of every food dollar spent in the country—compared to 25 cents back in 1955.

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MILLENNIALS: A GENERATION OF FOODIES He’s a foodie, she’s a foodie, you’re a foodie, I’m a foodie— an ever-growing love of good food may be the one thing Americans have in common these days, and that bodes well for the pizza industry. A 2013 study by advertising firm BBDO found that nearly 50% of millennials call themselves “foodies.” Members of this fast-rising generation don’t just eat their food—they engage and connect with it, seeking out new, more intense flavors, extreme textures, and ethnic and artisan dishes. They experience it and then record that experience with a snapshot on their smartphones and a quick post to Instagram.

Of course, millennials don’t have the foodie market cornered; they share it with baby boomers, many of whom also self-identify as foodies. But millennials are poised to take over the world: They already comprise more than half of the labor market and will likely start outspending baby boomers in the next several years. According to Mintel, millennials are projected to account for 30% of all U.S. retail sales by 2020. In short, every pizzeria operator needs to keep this customer demographic in mind if he wants to grow his business. “The tidal wave of 80 million millennials now entering the U.S. pizza market has created a host of new challenges and opportunities,” notes the Smart Flour Foods study. Millennials have their own way of making purchasing decisions and ordering pizza—they rely on their smartphones, often don’t carry cash, and have “the least established brand

$

Customers who have placed an online order visit the restaurant 67% more frequently than customers who haven’t. —LevelUp

loyalty” of any generation today. But they’re not necessarily disloyal, the study’s authors conclude. “Millennials are hugely loyal to brands and restaurants to which they feel a connection, but many millennials simply haven’t established that loyalty yet.”

That’s in part because many millennials feel suspicious of corporate brands and place a high premium on authenticity. This means independent pizzerias that emphasize their hometown roots and owner-driven personalities may have an advantage in competing for millennials’ spending dollars. But to get their attention, you will have to move beyond traditional print advertising and direct mail and incorporate online ordering, the latest social media platforms (not just Facebook, which has faded with the younger crowd) and mobile technologies into your marketing plan. The Smart Flour Foods study reports that nearly ⅓ of millennials “use online advertising, social media and online ratings to gain pizza information versus less than 20% for those 35 and over.”

FAST CASUAL: WE’VE ONLY JUST BEGUN We hate to repeat ourselves every year, but fast-casual is still big, and it’s getting bigger. Nation’s Restaurant News (NRN) hailed it as “the growth engine of the U.S. restaurant industry,” noting the segment has expanded 550% since 1999 and raked in $30 billion in sales in 2014. NRN forecasts continued growth “in the double digits through 2022, while the rest of the restaurant industry is predicted to only eke out half a percentage point.”

Unfortunately, few experts agree on exactly what “fast casual” means—if

anything, the definition seems to be evolving, and the line between fast-casual, fast-food and table-service dining has become blurred.

Media observers say fast-casual is mostly about fresher, better ingredients, a higher degree of customization and a higher price point (ranging from $9 to $13 per check compared to an average ticket of $5 or less for fast food). But try telling that to a

traditional independent pizzaiolo and watch his eyes pop out of his skull— he knows he’s been offering fresh ingredients and build-your-own options for decades!

Even so, fast-casual is a buzz term that grabs attention, especially in sit-downs with private equity firms.

“Fast-casual pizza is the fastest-growing segment in the restaurant business,” says Sean Brauser, founder of

Proudly made in the

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What’s a Millennial, Anyway?

Millennials are unlike any generation before them. At least, that’s what marketing professionals have been telling us for years now, and they may be right. But what they can’t seem to tell us for sure is, exactly what is a millennial? In their study, Pizza Lovers in 2015, quoted throughout this year’s Pizza Power Report, Smart Flour Foods and the Center for Generational Kinetics describe millennials as the generation born between 1977 and 1995. Research firm Technomic has a slightly different definition—those born between 1977 and 1992. Another research firm, Mintel, simply says millennials “are between the ages of 21 and 38,” which comes out to a birth date range of 1997 to 1994.

the traditional Romeo’s Pizza (romeospizza.com) chain as well as Pizzafire (pizzafire.com), a new fast-casual concept with locations in Akron and Cleveland, Ohio. “We have grown [Pizzafire] to $5 million in just over a year, and we plan on opening 12 to 18 more stores next year.”

Brauser says Pizzafire doesn’t vie with traditional pizzerias for customers’ cash. “We compete with Chipotle, Jimmy John’s and Panera Bread,” he says. “And because of that, sales volumes are significantly higher. Our buildouts are all below $200,000, and our projected net profit is $180,000 per store. That’s 100% ROI, and that’s what we are selling to our private equity guys.”

Brauser likens the burgeoning fast-casual segment to the “wild west”—an arena that favors the brave and the bold, where you’ve got to be quick on the draw and your aim must be true. Several leading gunslingers have emerged, including Pieology (pieology.com), the first fast-casual pizza company to crack Technomic’s annual ranking of the 500 largest restaurant chains. Pieology’s systemwide sales totalled nearly $45 million in 2014, an increase of 230% over the previous year, and a unit increase of 180%.

MOD Pizza (modpizza.com) and Pie Five Pizza (piefivepizza.com), meanwhile, both doubled their sales in 2014, while PizzaRev (pizzarev.com) nearly tripled its sales and number of stores, according to Technomic.

Brauser hopes to move Pizzafire into that upper echelon. “Our strategy is to go to an area and dominate it with eight to 10 locations within a three-year period,” he says. “We feel the competitive advantage of being first [in a given market] will allow us to grow faster and stronger than other brands.”

Still, the top pizza chains haven’t been noticeably hurt 50

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54% of millennials have taken a photo of their pizza and posted it online. —Smart Flour Foods and Center for Generational Kinetics

by the fast-casual boom. As Darren Tristano, Technomic’s executive vice president, noted in a blog, Domino’s, Little Caesars (littlecaesars.com) and Papa John’s (papajohns. com) have all gained market share. The Domino’s share went from 17.7% to 18.8%, while Little Caesars rose from 14.4% to 14.7%, and Papa John’s grew from 11.7% to 12.2%. Pizza Hut (pizzahut.com) was the notable exception, losing 1.7% of market share, but still leading the pack with 25.1%. “Why aren’t the fast-casual chains eating Domino’s and Papa John’s lunch at the moment?”

Tristano writes. “Mostly because the traditional chains are not focused on lunch the way fast-casual brands typically are. The traditional pizza segment and the fast-casual sector are going after different pizza occasions, with the big national brands using their digital-ordering and advertising clout to go after dinner, group and delivery occasions, and fast-casual brands chasing the workday lunch crowd.

“In future years, this market share picture might change dramatically if more build-your-own pizza brands crash the Top 500,” Tristano concludes. “This fast-casual expansion story is familiar, if a little different, but it’s only just begun.”

WAGES ON THE RISE The battle over minimum wage is just getting started, too.

The minimum wage is on the rise and will keep growing over the next few years in several major cities around the country. A boost in the federal minimum wage appears unlikely anytime soon, but that won’t be for lack of trying. President Obama has asked Congress to raise the minimum wage from $7.25 an hour to $10.10 an hour.

Few operators object to paying their employees a fair wage. But with profit margins already low in the restaurant business, increased labor costs could deliver a severe jolt to the bottom line. And that could translate to layoffs or reduced hiring, many owners warn. In Seattle, the minimum wage will be increased gradually to $15;

the first increase, to $11 an hour, took effect in April.

An October report by the American Enterprise Institute (AEI) found that restaurant employment in the Seattle area declined by 700 jobs between January and September 2015, even as total restaurant employment in the rest of the state increased by 5,800 new jobs. Does that mean Seattle’s minimum wage hike threw 700 people out of work? Not necessarily—the report covered a broad metropolitan area, not just the city of Seattle itself, and many surrounding communities included in the survey aren’t affected by the Seattle wage requirement. Still, economist Mark Perry, author of the AEI study, concluded the higher minimum wage is “one likely cause” of the decline in Seattle restaurant employment.

Wage increases may be a bitter pill to swallow, but they’re part of the cost of doing business, says Jeff Mease, owner of Pizza X (pizzaxbloomington.com), with four locations in Bloomington, Indiana. “Minimum wages are going to go up, and prices are going to go up,” he says.

“And that’s probably a much more welcome problem than deflation. We should all stop whining and spend more energy creating a better customer experience and figuring out how we can charge more for it, then share the spoils with our staff, who create it.”

One obvious solution—raising prices—isn’t popular with some operators, but Mease doesn’t fret about it.

“That concern about customers revolting due to price increases is largely imaginary,” he says. “In foodservice, I think we should always want some percentage of our customers thinking we are too expensive.”

MENU LABELING: A MATTER OF CRUST Chain operators with 20 or more stores have another year to incorporate calorie counts into their menus. New menu labeling rules, which stem from 2010’s Affordable Care Act, go into effect on December 1, 2016. The final guidelines, released by the Food and Drug Administration (FDA) this fall, require larger chains to provide calorie information on menus and menu boards, along with “a succinct statement about suggested daily caloric intake.”

Other nutritional information—ranging from total fat, trans fat and saturated fat to carbs, sodium, fiber and more—must be made available to customers in writing upon request. Restaurants can offer daily or seasonal specials without providing a calorie count. Most importantly, companies with fewer than 20 stores aren’t required to offer any kind of nutritional information.

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Maxing Out On Minimum Wage

Different cities have implemented different plans for phasing in minimum wage increases, but $15 per hour seems to be the magic number for most of them.

Los Angeles $10.50 in 2016 $15 by 2020 (Increases will be delayed by one year for businesses with 25 or fewer employees)

Seattle $10 in 2015—smaller businesses (fewer than 500 employees) $15 by 2021—smaller businesses $11 in 2015—larger businesses (500 or more employees) $15 by 2017—larger businesses

Chicago $10 in 2015 $13 by 2019

San Francisco $12.25 in 2015 $15 by 2018

New York $10.50 by 2016 $15 by 2018

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The law initially made pizzeria operators very nervous. Due to the sheer number of possible toppings and topping combinations, it would be nearly impossible to quantify the caloric value of every buildyour-own pizza customers could order. Fortunately, the NRA’s Pizzeria Industry Council (PIC) pushed for common-sense guidelines and prevailed. Under the FDA’s final rules, most pizzerias can list calories by the slice as long as they state how many slices each whole pizza contains. They can also list a range of calories for build-your-own pizzas with varying toppings.

One sticking point remains, however, and it may be a doozy. Marla Topliff, chair of the PIC and president of the Rosati’s Pizza (rosatispizza.com) chain, says the FDA’s calories-by-the-slice allowance won’t apply to pizzerias that serve square-cut pies—or any nonround pizzas, for that matter. As the rules stand now, those pizzerias will have to declare an entire pizza as a single serving. According to industry nutritional consultant Betsy Craig, founder and CEO of MenuTrinfo, it comes down to a matter of crust. The FDA requires calories to be listed per “discrete serving unit,” which works fine for triangular-cut slices but not so well for party-style cuts. “Pizza slices that are uniform—like a wedge shape—on a typical round pizza can be considered ‘discrete serving units’ because those slices will all have roughly the same amount of crust, sauce, toppings, etc., while square slices will only be considered a ‘discrete serving unit’ if there is no crust,” Craig says.

“That’s because the crust edges and corner pieces will have a much different nutritional makeup than, say, an inside square piece with no corners. Therefore, the corner and edge pieces cannot be listed by the ‘unit,’ and pizzerias will have to list the entire pizza’s caloric and nutritional numbers.”

In other words, any pizzeria that serves square or rectangular pieces—including Chicago-style square-cut, St. Louis-style, Detroit-style and grandma pies—would have to declare a calorie total for the entire pizza, not for individual pieces. “That means our pizza’s calorie count could be 3,000—because we have to count the whole pie—whereas Domino’s can be listed as 150 calories because they can count just one slice,” Topliff says.

Topliff and Craig have been pushing the FDA to set a standard serving size of 4.95 ounces for pizzas. “That’s what they use for packaged foods, and it would be, by far, the fairest solution, allowing the consumer to make choices with clear, simple and accurate information,”

Craig says. “Do I think the FDA will change the rule? I truly hope so, for all of our clients that don’t have 10,000plus locations and depend on the consumer being able to understand the information they present and choose local, independent and family chains first. I’m pulling for the FDA to listen to reason on this. A girl can dream.”

A SOCIAL CONSCIENCE Call them hippies, call them liberals, call them what you will, but more and more consumers expect their favorite restaurants to exhibit a strong social conscience, especially in regard to the environment and sustainability.

According to the Smart Flour Foods study, millennials in particular “have a natural resistance to companies they consider ‘corporate,’ those that don’t authentically commit to a purpose beyond earning money.” Another study, conducted by ad agency network TBWA/Worldwide in 2011, found that seven in 10 young adults consider themselves “social activists,” and 75% believe corporations should create economic value for society by supporting worthy causes. As Crain’s Chicago Business put it in a 2014 article, “Corporate social responsibility is the millennials’ new religion.”

And they’re not alone. In a 2014 Technomic study, 63% of all consumers said they would more likely eat at a restaurant they view as socially conscious. They tend to value safe working conditions for employees, recycling programs and reduction of food waste.

Yum! Brands, parent company of Pizza Hut, has committed to several environmental goals, including reducing energy consumption, lowering water consumption and using more paper-based packaging with fiber from responsibly managed forests and recycled sources. Meanwhile, many independents and small chains have built their brands in part around social responsibility. With its Field to Fork program, Fuel Pizza (fuelpizza.com), which has a dozen locations in North Carolina, South Carolina and Washington, D.C., partners with schools in Charlotte and Mecklenburg County to encourage healthy eating and create “pizza gardens” where teachers and students grow and harvest their own vegetables. And Mason Wartman, owner of Rosa’s Fresh Pizza (rosasfreshpizza.com) in Philadelphia, has earned national acclaim for keeping a wall of sticky notes with prepaid credits for pizza to feed the needy.

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HOW TO COMPETE IN 2016 If you run a small, traditional independent pizzeria with dine-in, carryout and delivery, you may feel like a bit of a dinosaur these days, but you’re actually well-positioned to capitalize on demographic shifts and a changing pizza landscape.

As we mentioned, the burgeoning millennial segment craves freshness, authenticity and social commitment—you’ve probably already got that in spades. But if you need a little more guidance, here are a few tips to keep in mind:

1

GIVE MILLENNIALS WHAT THEY WANT Sounds easy, but Pizza Hut will tell you it’s no slamdunk. The corporate giant’s “Flavor of Now” rebrand— replete with quirky customization options such as Peruvian cherry peppers and toasted Asiago crusts—famously bombed over the past year, even though it was crafted with millennials in mind. But remember, millennials don’t necessarily trust big-box companies. Most experts agree that offering increased customization with artisan toppings, sauces and crusts, plus an authentic commitment to improving your community, can help you court the millennial crowd and compete with the budding fast-casual giants of the world.

2

EMBRACE DIGITAL MARKETING AND SALES TOOLS We’re looking at you, old-school operators. More and more customers want to place their orders digitally, and if you don’t let them, Domino’s and other big-box competitors certainly will. These customers want to receive coupons and learn about specials via mobile devices. They use crowdsourcing websites and social media to decide where to eat. Their moms and dads may continue eating at your place, but this new generation of customers will look elsewhere if you can’t speak to them where they’re at—online and on their smartphones.

3

RAISE YOUR PRICES IF YOU NEED TO Just do it. But don’t overdo it. “Raise your prices a little bit every year, and don’t raise everything at once,” Mease advices. “Here’s a lesson I learned a long time ago: If, as the owner, your ego gets involved too much and you find yourself resisting raising prices, even with rising food and labor costs, delegate repricing the menu—and do this annually—to someone else in your organization who is rewarded for profitability but who doesn’t have the same ego issues.”

4

ACT NATURALLY More customers now avoid additives and what they perceive to be unhealthy ingredients. In the Smart Flour Foods study, 77% of pizza lovers said that natural ingredients are important to them. Twenty-nine percent avoid meats with added hormones, for example, and 28% shun high-fructose corn syrup.

5

START OFFERING DELIVERY Your new fast-casual competitor may have nailed the lunch-hour crowd, but it probably has one big shortcoming: It doesn’t offer delivery. Demand for delivery remains as high as ever, even if the ordering tools have changed. Offer a delivery option—and let customers order by phone, online and via smartphone app—and you’ve got a leg up on that fancy shop down the street.

Rick Hynum is PMQ’s editor-in-chief.

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PART-TIME

VEGETA Follow these six expert tips to transform slow Mondays into meat-free moneymakers.

By Tracy Morin

P

izzerias have always been a safe haven for vegetarians; even the most meatfocused menus offer cheese or veggie pizzas. So why not capitalize on what you already offer—and craft some new specialties—to appeal to the ever-growing number of customers who go meatless on Mondays? Meatless Mondays, a nonprofit public health initiative of The Monday Campaigns, was started by chairman Sid Lerner in 2003, in association with Johns Hopkins University.

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Salad-topped pies are just one way to ramp up your everyday vegetarian offerings; get creative with fresh and seasonal ingredients.

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ZAVINO

ARIANS 57

The campaign’s goal: to reduce the risk of chronic diseases (such as diabetes, heart disease, stroke and cancer) and conserve environmental resources by encouraging consumers to cut back on meat just one day per week. With the backing of celebrities like Paul McCartney, Oprah Winfrey, Sheryl Crow and Russell Simmons, carnivores, flexitarians, vegetarians, vegans, dieters and eco-conscious customers have joined the movement, as have pizzeria and restaurant operators around the world (including star chef Mario Batali).

For pizzeria operators, a Meatless Monday campaign can boost business on a traditionally slow day and demonstrate to your customers that you care about their health and the environment. “Meatless Monday continues to be a successful campaign for chefs and restaurateurs, because it doesn’t tell anyone to become a vegetarian or expect customers to give up their favorite foods,” Lerner notes.

“Just taking one day a week to enjoy a veggie pizza or a plant-based entree helps customers’ health and the health of our planet.”

We tapped operators who are helming successful Meatless Monday campaigns to suss out their secrets for making meat-free a must-try.

1

MINE YOUR MEAT-FREE OPTIONS. To launch a Meatless Monday campaign, you needn’t look much further than your own menu. What items do you already offer that are vegetarian-friendly? You’ll want to highlight these items on 58

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MEATLESS MONDAY

“People generally hate Mondays, so having a feature that’s unique to this day makes it a little more special.

Meanwhile, appealing to different dietary restrictions makes guests of all sorts feel welcome.”

—Rocco Agostino, Pizzeria Libretto

The Meatless Monday campaign has received masses of media attention and enjoys the backing of celebs and chefs alike.

Mondays. (Just keep in mind that some products, such as Worcestershire sauce, gelatin, and chicken or beef broth contain animal-based ingredients.)

Once you’ve assessed what you already have on hand, you can go the extra mile by whipping up some daily specials on Mondays especially for the meatless crowd.

You’ll not only garner extra interest from regulars—you can attract a whole new crowd of fans. “People generally hate Mondays, so having a feature that’s unique to this day makes it a little more special,” says Rocco Agostino,

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Maximize Your Meat-Free Momentum

Affix a Meatless Monday window cling to your pizzeria’s front window.

Add meatless specials to your outdoor menu board.

Post Meatless Monday banners and signage around the store.

Add Meatless Monday graphics to your regular menu or create a special menu insert for Mondays.

Promote Meatless Mondays on your website, social media pages and in your e-newsletters to reach customers outside your four walls. executive chef and partner at Toronto’s Pizzeria Libretto (pizzerialibretto.com). “Meanwhile, appealing to different dietary restrictions makes guests of all sorts feel welcome.

As an Italian pizzeria, where many of our dishes are based on pork, it’s especially important to us to make sure we highlight dishes without pork, for those who cannot eat it for dietary or religious reasons.”

2

MAKE MONDAYS SPECIAL. While you can simply add or highlight a few meatless dishes at your pizzeria, you can also boost interest by designing special events or themed dinners. Marquis Pizza (marquispizzamenu.com) in Denver, a combination pizzeria and music venue, often hosts Meatless Monday Pizza Parties, offering all-you-can-eat vegan pizzas for $10, plus live music and affordable drinks, for four hours on Monday nights. The all-ages events sell tickets online and at the door, bringing in hordes of guests on a typically slow night.

Zavino Wine Bar Pizzeria (zavino.com), with two locations in Philadelphia, started offering a three-course Meatless Monday Menu at $25 per person, then modified it 60

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ZAVINO

In-store efforts are crucial to boosting your Meatless Monday sales. The Meatless Monday organization offers free tool kits, promotional ideas, graphics and posters via its website at meatlessmonday.com. The group also recommends these tips for spreading the word:

Push specialty salads on social media and in-store to get healthconscious customers amped up for Meatless Mondays.

to two courses at $15 per person. “If a guest wants to substitute one dish for another, it’s no problem at all,” notes Jason Brooke, director of operations for Zavino. “We want guests to order everything on the menu and share.”

Jason Weiner, chef/partner for Almond Restaurants in New York, also offers a separate, reasonably priced menu (including appetizer, entree and dessert) at his three locations for Meatless Mondays. “We spread the word through Facebook, our website and check presenters, and the response has been fantastic,” Weiner says. “The most gratifying thing about it is all of the carnivores who have come along with us.”

3

ENLIST THE MEDIA. Zavino Wine Bar Pizzeria initially kicked off its Meatless Monday series thanks to media interest in the movement. Owner Greg Dodge always wanted Zavino to offer plenty of healthy dining choices, with a great selection of seasonal veggie options already in place on the menu at its two locations. “But the Meatless Monday idea came from Greg’s relationship with Philly Style Magazine,” Brooke explains. “He noticed that its staff was promoting Meatless Monday and reached out to collaborate with them on the concept.

For PR and marketing, Philly Style Magazine did a great job pushing the idea.”

Whether or not your local media is already on the bandwagon, you can create a press release that describes your partic-

ipation in the Meatless Monday movement. It should explain why you’re getting involved and some stats about how going meat-free one day per week can improve the health of people and the planet. Share the release with TV and radio stations, magazines, newspapers and bloggers in your area. You can even invite local media personalities to come in for a free tasting of your meatless options.

4

CREATE A SOCIAL MEDIA SENSATION. Utilizing your Facebook, Twitter and Instagram accounts will help drive success in spreading the word about your Meatless Monday efforts. “We promote the specials differently at each of our restaurants, but nearly all of our restaurants post the meatless special on social media each Monday afternoon, using the hashtag #meatlessmonday,” says Elizabeth Meltz, director of environmental health at B&B Hospitality Group, which includes Meatless Monday devotees such as Otto Enoteca & Pizzeria (ottopizzeria.com) in New York and Las Vegas and Pizzeria Mozza (pizzeriamozza.com) in Los Angeles.

The Meatless Mondays organization adds that you can post Sunday night about the next day’s specials to give customers a taste of what’s to come. You can also post pics of customers enjoying meatless dishes; ask for feedback about your meat-free menu items; share your reasons for

“We spread the word [about Meatless Mondays] through Facebook, our website and check presenters, and the response has been fantastic. The most gratifying thing about it is all of the carnivores who have come along with us.”

—Jason Weiner, Almond Restaurants

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ZAVINO

participating (such as improving environmental or personal health); and promote discounts or giveaways.

“When promoting Meatless Mondays, we predominantly use Twitter and Instagram, and the hashtag #meatlessmondays has been growing hugely in popularity,” Agostino says. “Guests know they can count on a Meatless Monday pizza feature every Monday, but our #meatlessmondays posts always draw new attention.”

5

START A CONVERSATION. At Otto Enoteca & Pizzeria and Pizzeria Mozza, chefs design appetizers, pizzas and entrees that appeal to vegetarians and carnivores alike. “Customers order the specials because the dishes sound delicious, and then we inform them about the nature of Meatless Monday, so the dish becomes the impetus for a conversation,” Meltz notes. “We instituted Meatless Monday promotions because we agree with the goals of the organization. We offer many vegetarian dishes at each of our restaurants, and Meatless Mondays was a great opportunity to promote those dishes and encourage a dialogue about our eating habits.”

This tactic has helped spread the word, even from celebrity endorsers. Recently, model/actress Molly Sims posted a photo of squash blossoms on her Instagram account and noted she was going to recreate Pizzeria Mozza’s squash blossoms and burrata pizza for Meatless Monday.

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Zavino’s twocourse Meatless Monday menu encourages diners to sample and share thoughtful meatfree starters and mains.

“Operators should participate because it’s easy,” Meltz says. “Restaurants don’t have to change the way they do business in order to join, but they receive the benefits of increased traffic and visibility.”

Similarly, the promo has boosted buzz about Libretto.

Agostino notes that Meatless Monday has become a favorite staple at all of his pizzeria’s locations. “Word-of-mouth, as well as consistency, is the best form of promotion for us,” he says. “Of course, vegetarians are always excited by our Meatless Monday features, but because our items are most often based on what’s local and seasonal, all kinds of people enjoy this weekly feature.” In fact, Agostino adds, he often receives feedback from surprised carnivore guests commenting on Instagram after enjoying a Meatless Monday pizza at Libretto: “Who knew I’d love a meatless pizza so much?”

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STICK WITH IT. Operators agree that consistency is key to building and maintaining Meatless Monday momentum. “Meatless Monday or any promo takes time to build,” Brooke explains. “Each week, you need to let

Eggplant Parmesan, a staple in Italian restaurants and pizzerias, makes a perfect appetizer for Meatless Mondays.

Tracy Morin is PMQ’s senior copy editor.

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guests know that you offer such a promotion—and sending emails and pictures of the Meatless Monday specials is very important.”

“The best advice we can give to restaurant operators who would like to start featuring Meatless Mondays is to keep it consistent,” Agostino agrees. “Guests need to know that they can rely on you every Monday for a meatless feature—otherwise the program won’t gain momentum or hold as much value to the guest.”

Meanwhile, Zavino spreads and solidifies its circle of friendship with Meatless Monday offerings, leveraging its multiple relationships with local growers and a deep commitment to supporting locally sourced foods. “These once-weekly specials also give our staff another thing to get fired up about,” Brooke adds. “That can’t help but create enthusiastic diners.”

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This is the last in a series of articles from Barilla about pasta in the pizza category. As the number one brand of pasta in Italy and the US and a category expert, we’ve shared some best practices for menuing pasta, with a special focus on the pizza category.

Consumers’ disposable income continues to be on the rise — up 4% in 2015 compared to last year — which is always a good indicator that restaurants can capture increased traffic and sales. Pizza restaurants should take advantage of their strengths with a broad array of customizable toppings and ingredients, and attract a wider demographic with a broad mix of non-pizza items, from pasta to salads and sandwiches. According to leading market research firm Mintel: “The key to stay relevant in this segment is making sure the brand and the menu (beyond pizza) are constantly evolving. Pizza will remain popular in the US, but it’s up to operators to keep the dining experience interesting and relevant.” 2

Including pasta helps your restaurant stay relevant in a world where menus are constantly evolving.

A full 20% of consumers said they wanted to see more pasta dishes on the menu at pizza restaurants; 5% more in demand than gluten-free crusts. And the same amount (20%) said one of the main reasons for NOT ordering pizza is that they are just not craving it at the time; again highlighting the need for a diverse menu.

Industry giants like Pizza Hut, Domino’s, Papa Murphy’s and California Pizza Kitchen understand this, and all use pasta on the menu to their advantage. Enjoy this select recap of key messages from pizza operators across the country about their use of Barilla pasta on their menus.

“Consumers today want high-quality ingredients, prepared just for them; you can do that with pasta quickly and easily.”

- Janessa Burgo Piezoni’s Franchisee 1 St. Louis Federal Reserve/Mintel, 2015 2 Source: Mintel Pizza Restaurants US, November 2014

“Pasta is one of those foods that’s a comfort food for all ages, from little kids to seniors.”

- Vince Dito F&B Director, Mary’s Pizza Shack

“Pasta makes it easy to have a well-rounded menu, with multiple options to keep regulars coming back and avoid a veto vote. It is also very friendly on food cost, which is always a plus for us and for our franchisees.”

- Luke Jackson Operations and Marketing Manager, Johnny’s Pizza

For more information and foodservice-ready pasta recipes, visit barillafoodservicerecipes.com

Meet Sal Lupoli, a force of nature in New England pizza and the man who helped rebuild Lawrence, Massachusetts, at PizzaTV.com.

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

Sal’s recently promoted its Bacon Cheeseburger Pizza on National Burger Day, a great way to get customers thinking about pizza in celebration of another food. This pizza is topped with applewood smoked bacon, fresh ground seasoned beef, Sal’s sauce, and mozzarella and cheddar cheese.

PMQ publisher Steve Green learned about Salvatore Lupoli and his pizza-built empire on a recent mission to Boston at the behest of New England food distributor Colony Foods. This article is the second in an ongoing series of stories inspired by that trip.

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Self-made pizzeria and real estate magnate Salvatore Lupoli took a struggling Massachusetts mill town and transformed it into a thriving community—one slice at a time. By Missy Assink

W

hen Salvatore Lupoli was 15 years old, his father, who had been suffering from a prolonged illness, made him promise to make a difference in people’s lives. It’s a pledge that Lupoli has taken seriously over the years. More than that, it’s a proven business strategy that has taken him from owning a single pizzeria—the original Sal’s Pizza (sals-pizza.com) in Salem, New Hampshire—to becoming a New England pizza king and the largest owner of contiguous real estate in Massachusetts.

December 2015 pmq.com

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(Clockwise from left) Customers choose slices from the display counter at Sal’s; the pizzeria earned fame with its legendary 19”, three-pound cheese pizzas; Sal’s holds special evenings where kids can make their own cheese or pepperoni pizzas for $9.99, which includes a small fountain drink or juice box and a certificate of completion.

With about 40 restaurants and 4 million square feet of commercial property now under his control, Lupoli, the CEO and founder of Lupoli Companies, still doesn’t rest on his laurels—he continues to reinvest in the communities around him, particularly the once-beleaguered mill town of Lawrence, Massachusetts, and supports causes dear to his heart, including Habitat for Humanity, Little League Baseball, and other youth and veterans organizations. But it all started with pizza.

Linda Balles, a marketing specialist for Colony Foods, describes Sal as a man with “a very charismatic draw.

Oftentimes, managers are so busy in their heads that they can’t be fully present for their customers. He doesn’t have that—he always loves feeding people. When Sal became a client of Colony Foods, we didn’t realize he had such a vision. He had a big vision. He invested [hundreds of thousands of dollars] to revitalize Lawrence, bringing a good quality of life to a depressed area.”

$

“When we saw Lawrence, we didn’t see abandoned buildings. We saw 4,500 jobs.

Before Lupoli’s investments, people did not talk about Lawrence in a positive light. We were the positive message coming out.”

—Salvatore Lupoli, Lupoli Companies 68

PMQ Pizza Magazine The Pizza Industry’s Business Monthly

Maybe that’s because Lupoli hasn’t forgotten his own humble beginnings. Unlike some pizza pros, he didn’t inherit a family business—he built Sal’s Pizza from the ground up with his brother Nick, following a legacy of hard work as part of a family of immigrants from Italy.

Or, as Lupoli’s grandfather, who came to the United States from Naples, used to tell him, “Not only were the streets in America not paved with gold, I was expected to sweep them!”

AN EXIT STRATEGY Six months out of college with a business degree, Lupoli opened his first Sal’s Pizza in 1990 as a quick-serve shop with low prices. “Besides the patience, energy and desire to succeed, we [relied on] a 19”, three-pound cheese pizza that we sold for $4.99,” he recalls. That was the top seller in the first Sal’s location and quickly became its signature pizza. Six years into the business, Sal expanded by creating a commissary to sell his pizza in schools, grocery stores and other commercial locations. (As salsforschools.com reports, the company’s pizza exceeds U.S. Department of

Lupoli holds an original tin of olive oil that his grandfather, Joseph Lupoli, imported from Italy. The Lupoli family once sold Italian olive oil on Revere Beach, along with Neapolitan-style pizza.

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Sal Lupoli’s grandfather emigrated from Naples in 1938 and opened a small pizzeria on Revere Beach in 1940. This is the only surviving picture of that pizzeria; Lupoli had it restored and retouched dozens of times to achieve the quality it has now.

Agriculture guidelines for the Healthy Hunger-Free Kids Act, making it easier to get into schools.)

Over time, Lupoli Companies, headquartered in Lawrence, evolved into a sprawling retail and wholesale operation, including 33 Sal’s Pizza locations, six Salvatore’s Restaurants (salvatoresrestaurants.com), one Napolitana Pizzeria Bar restaurant (napolitanapizzeria.com) in Lawrence, and a real estate division that manages Riverwalk Properties, a 3.6 million-square-foot commercial, retail and manufacturing space located between Lawrence and North Andover.

Expanding into real estate struck Lupoli as the next logical business move after his initial success in the pizza business. “If you don’t have a finish line, what are you striving for every day?” he says. “You have to have an exit strategy when you enter a business—not because you want out, but in order to measure your success. I thought to myself, what are the things that marry nicely with hospitality? Real estate. Property value always appreciates if you do it the right way. We had a great product—we

“We had a great product—we just needed locations. The more locations I had, the more real estate I had.”

—Salvatore Lupoli, Lupoli Companies 70

PMQ Pizza Magazine The Pizza Industry’s Business Monthly

just needed locations. The more locations I had, the more real estate I had.”

Lupoli’s quest for real estate led him to invest in Lawrence, the poorest city in Massachusetts, with the state’s highest unemployment rate and lowest income per capita.

It was a risky venture, but, harking back to his family’s past, he was more than willing to take the gamble.

“It had all the ingredients of a challenged community: abandoned buildings without roofs, marked with Xs,” he recalls. “When we came across the old mills in 2003, we looked at it as an opportunity, just like the challenges my family faced coming over as immigrants. We tackle things and try to do things outside the box. We don’t just talk the talk; we do it. Some people would say it could never be done, that we couldn’t climb that mountain. We wanted to climb that mountain.”

Lupoli purchased 10 dilapidated buildings in Lawrence, built his Sal’s Pizza commissary and a Salvatore’s location, and added housing, commercial property, even a fitness center. According to the Riverwalk Properties website, Lupoli’s company spent nearly $200 million in the process, and the run-down town, which once housed only 35 businesses, now boasts 200, plus an extra 4,500 jobs.

THE POSITIVE MESSAGE As a reminder of his vision for a brighter future, Lupoli proudly displays an old photo of his grandparents’ pizzeria on Revere Beach from 1940. “Only about 10 years ago, I realized my grandfather used to be in the pizza business,” he says. “He had [the pizzeria] for only about a year with

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you make. People are able to buy homes because of the work we do. That’s a game changer.”

On a smaller scale, Sal’s also gives back to the community by supporting fundraising for local causes and charities. Through sals-pizza.com, organizations can apply for a special fundraising night. On the appointed night, customers with vouchers from the participating organiSal (left) and his brother Nick Lupoli opened the first Sal’s in 1990. zation will have 15% of their sales donated to the cause, my grandma and sold pizza for 15 cents.” which means increased sales for the pizzeria while raising Family means a lot to Lupoli, who takes great care funds for the organization. to hire employees that he can think of as family memLupoli’s pizzerias and real estate investments demonbers—driven professionals with a similar work ethic and strate how entrepreneurs can make a big impact through standards of quality. “A vision is not a vision unless it’s the power of pizza. “We created almost 4,500 jobs in the shared,” he says. “I can’t push my vision by myself—we city of Lawrence in less than 10 years with $200 million have to agree on it.” His company’s website appropriately invested,” Lupoli says. “I have yet to find a better success has a section titled “Careers” rather than “Jobs,” because story in the poorest city in any state.” he looks for employees who want to join him for the long And it all started with pizza. In fact, Sal’s Pizza, despite haul. “This organization exists because of the employees,” its considerable growth, still serves basically the same he says. “You don’t have to share the same blood to be pies after 25 years. “Don’t change what you got there,” part of the family. Family comes from loyalty and respect Lupoli says. “You can enhance it, but don’t change it. and understanding.”

Over the years, we never changed the quality of the prodLupoli rallies his staff members to greater success by uct. It’s the same cheese and tomato, practically the same asking, “If not you, then who? If not now, then when?” flour and olive oil. One thing we did was change from a He adds, “I always encourage my employees to take blended olive oil to pure oil. Why? Some people, when opportunities and do their best. The challenge is that they expand, try to cut corners, but it’s our belief that we you have to have patience, and with should bring the best product possiLupoli’s companies have transformed Lawpatience comes the belief in yourself. rence, once an area of blight and poverty, into a ble, even if it costs us more.”

When we saw Lawrence, we didn’t see bustling center of real estate and commerce.

Lupoli has come a long way from abandoned buildings. We saw 4,500 his days as a single-unit pizzeria operjobs. Before Lupoli’s investments, ator in New Hampshire, but thinkpeople did not talk about Lawrence ing of his family’s Neapolitan roots in a positive light. We were the posihas kept him grounded for all these tive message coming out.” years. “Who you are is where you came from,” he says. “I look at my GIVING BACK grandfather and remember that I was Aside from re-energizing Lawrence, that man who came without a penny Lupoli Companies has made a big in his pocket. [My grandparents’] picdifference in individuals’ lives, too. ture is in every one of the restaurants.

Pizzeria Napolitana, named after the It’s like my family is always watching Revere Beach pizzeria owned by Sal’s me. I like that. It’s a reminder that I grandparents, only hires locally, Lupcan always do better.” oli says. “This business is a grind,” he Missy Assink is PMQ’s international correspondent. notes. “You have to do it for more than the money—it’s the impact that 72

PMQ Pizza Magazine The Pizza Industry’s Business Monthly

HOW TO MAKE “3 LITTLE PIGS”

The Strength of Tradition made in Naples

In an exclusive PMQ video, Michael LaMarca of Master Pizza joins test chef Brian Hernandez in our kitchen to make the 3 Little Pigs pizza.

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Where We've Been

PMQ’s Pizzamobile is alw ays on a mission to unco ver new moneymaking milestone events in the ideas and document pizza industry. If we ha ve n’t be en to yo ur town yet, it’s only a ma time. Learn more abou t where the PMQ staff tter of has been and look out for where we’re headed next.

At 94 years old, famed boxing manager Tony Graziano still shows up to work every day at his pizza shop in Canastota, New York.

Groupon U.S. Pizza Team pals Leonardo Giordano and Gino Rago hang out during a break at the Northeast National Pizza Trials at Master Pizza in Cleveland.

Sandwiches and pizzas dominate the menu at Big Daddy’s Pizzeria in Gatlinburg, Tennessee.

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CANASTOTA, NEW YORK—GRAZIANO’S Each year, hordes of fans descend upon the tiny town of Canastota, New York, for the International Boxing Hall of Fame Induction Weekend. PMQ’s Tracy Morin joined the throngs at local-favorite hangout Graziano’s (grazianos-cny.com), a now-historic Italian restaurant and bar headed by 94-year-old Tony Graziano, the beloved ex-boxing manager who remains at the business every day, meeting and greeting customers. A full menu of his family’s recipes, including their now-iconic pizza, satisfies a slew of dine-in, to-go and curbside pickup customers year-round.

MEDINA, OHIO—MASTER PIZZA The Groupon U.S. Pizza Team held its Northeast National Pizza Trials at Master Pizza (masterpizza.com) in late October, and Lenny Rago of Via Pizzeria 1-2-3 (viapizza123.com) took home the top prize. Rago’s Neapolitan-style pie, the Burratina, featured housemade fennel sausage, pepperoni, provolone cheese, burrata cheese and shaved Parmesan, topped with fresh basil and olive oil. Rago’s brother Gino, owner of Panino’s Pizza (paninospizzeria.com) in Chicago, won second place with his Grandma Stuffed Green Pepper and Sausage Pie and also won the Competitor’s Choice Award. The event was sponsored by U.S. Foods, Sysco Foods and Holiday Sausage and co-hosted by Samosky’s Homestyle Pizzeria (samoskyspizza.com).

GATLINBURG, TENNESSEE—BIG DADDY’S PIZZERIA & SMOKY MOUNTAIN BREWERY On vacation in the Great Smoky Mountains, PMQ’s Brian Hernandez couldn’t help mixing business with pleasure. He dropped in on Smoky Mountain Brewery (smoky-mtn-brewery.com) for a visit with managers Brandon Kizer and Tammy Perkins, then swung over to Big Daddy’s (bigdaddyspizzeria.net), where he interviewed co-owner Jon Wimmer and assistant manager Dakota McCoig. He also made the rounds at Three Jimmy’s Family Restaurant (threejimmys.com), known for its artisan pizzas, burgers and ribs, and Best Italian (bestitalian.com), specializing in New York-style pies, pasta dinners and garlic rolls.

�

Where We're Going

Former Ohio State football superstar Archie Griffin, two-time winner of the Heisman Trophy, will deliver the keynote address at this year’s NAPICS event in Columbus, Ohio.

COLUMBUS, OHIO— NORTH AMERICA PIZZA & ICE CREAM SHOW Football legend Archie Griffin will deliver the keynote address at this year’s NAPICS event, the country’s largest pizza and ice cream trade show, to be held January 24 to 25. The Columbus native and two-time Heisman Trophy winner will talk about leadership and team motivation in his speech. Meanwhile, top pizza makers will compete for the “Best of the Midwest “ title in the annual Pizza Pizzazz competition. More than 110 pizzaioli battled it out for the $15,000 cash prize in last year’s contest, and past winners have said their pizzerias’ sales have jumped an average of 30% after their victories. In other words, this is a can’t-miss event for people who are serious about making great pizza, and PMQ will be there!

CHATTANOOGA, TENNESSEE— THE GROUPON U.S. PIZZA TEAM NATIONAL PIZZA TRIALS Pizza makers vying for a spot on the Groupon U.S. Pizza Team will bring their best recipes to host venue Mellow Mushroom (mellowmushroom.com) on Broad Street.

The National Pizza Trials will take place December 7 to 8 and will feature both a culinary competition and an acrobatics contest spotlighting the most talented dough spinners in the business. Winners in both competitions secure membership in the Groupon U.S. Pizza Team and will qualify for a trip to Italy and a chance to participate with the world’s best pizzaioli and pizzathletes.

(Left to right) Greg Spaulding of Middle Fork Kitchen Bar in Lexington, Kentucky, tops a pie at last year’s National Pizza Trials; Michael Amheiser of Pizza Dock in Fredericktown, Ohio, readies a pie for the judges.

December 2015 pmq.com

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PMQ Pizza Magazine The Pizza Industry’s Business Monthly

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PMQ Pizza Magazine The Pizza Industry’s Business Monthly

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December 2015 pmq.com

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Calling ALL Pizza Acrobats!

The US Pizza Team will be holding Winter Acrobatic Trials at

NAPICS • Columbus, OH | January 24-25, 2016

Events will include largest dough stretch, fastest pie maker, fastest box folder and freestyle acrobatics.

Grand Prize is a spot on the US pizza team and a trip to Italy to compete in the World Pizza Championships in April 2016

For more information or to register for the competition please visit pmq.com/trials Contact: Brian Hernandez at 662-234-5481 ext 129 or brian@pmq.com.

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ADVERTISER INDEX DECEMBER 2015 Advertiser

Phone Website

Page

Aflac . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . aflac.com/smallbiz . . . . . . . . . . . . . . . . . . . . . . . . . . . . 41 AM Manufacturing . . . . . . . . . . . . . . . . . . . . . . . 219-472-7272 . . . . . . . ammfg.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 25 Barilla . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 866-349-4386 . . . . . . barilla.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 64, 65 Bellissimo . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 800-813-2974 . . . . . . . bellissimofoods.com . . . . . . . . . . . . . . . . . . . . . . . . . . 15 Caputo Flour . . . . . . . . . . . . . . . . . . . . . . . . . . . . 201-368-9197 . . . . . . caputoflour.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 73 Delivery Bags Depot . . . . . . . . . . . . . . . . . . . . . 844-HOT-BAGS . . . . . deliverybagsdepot.com . . . . . . . . . . . . . . . . . . . . . . . . 77 Delivery Bags USA . . . . . . . . . . . . . . . . . . . . . . 888-501-2247 . . . . . . deliverybagsusa.com . . . . . . . . . . . . . . . . . . . . . . . . . . 78 Edge Ovens . . . . . . . . . . . . . . . . . . . . . . . . . . . . 888-480-EDGE . . . . . edgeovens.com . . . . . . . . . . . . . . . . . . . . . . . . . . . 29, 71 EZ Dine . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 877-853-1263 . . . . . . ezdinepos.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 79 Fontanini . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 800-331-MEAT . . . . . . fontanini.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 23 Forno Bravo . . . . . . . . . . . . . . . . . . . . . . . . . . . . 800-407-5119 . . . . . . . fornobravo.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 59 Grande Cheese . . . . . . . . . . . . . . . . . . . . . . . . . 800-8-GRANDE . . . . . grandecheese.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3 Harbortouch POS . . . . . . . . . . . . . . . . . . . . . . . 866-286-8744 . . . . . . . iharbortouch.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 17 HTH . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 800-321-1850 . . . . . . hthsigns.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 81 La Nova . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 716-881-3366 . . . . . . lanova.com . . . . . . . . . . . . . . . . . . . . . . . . . . . Back Cover Lloyd Pans . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 800-748-6251 . . . . . . . lloydpans.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 81 MailShark . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 800-457-4275 . . . . . . . themailshark.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 80 Marsal & Sons . . . . . . . . . . . . . . . . . . . . . . . . . . 631-226-6688 . . . . . . marsalsons.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 49 Menu Express . . . . . . . . . . . . . . . . . . . . . . . . . . 877-250-2819 . . . . . . . themenuexpress.com . . . . . . . . . . . . . . . . . . . . . . . . . . 77 MicroMatic . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 866-327-4159 . . . . . . micromatic.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 47 Microworks . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 800-787-2068 . . . . . . . microworks.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9 Middleby Marshall . . . . . . . . . . . . . . . . . . . . . . . 877-34-OVENS . . . . . . wowoven.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7 NAPICS . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . napics.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 51 Our Town America . . . . . . . . . . . . . . . . . . . . . . . 800-497-8360 . . . . . . ourtownamerica.com . . . . . . . . . . . . . . . . . . . . . . . . . . 47 PCI Frozen Foods . . . . . . . . . . . . . . . . . . . . . . . 732-707-9009 . . . . . . . pcifrozenfoods.com . . . . . . . . . . . . . . . . . . . . . . . . . . . 61 Perfect Crust . . . . . . . . . . . . . . . . . . . . . . . . . . . 800-783-5343 . . . . . . . perfectcrust.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 81 PDQ POS . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 877-968-6430 . . . . . . . pdqpos.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 39 Picard Ovens . . . . . . . . . . . . . . . . . . . . . . . . . . . 819-395-5151 . . . . . . picardovens.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 63 Pizza Skool . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 517-395-4765 . . . . . . . pizzaskool.com/demo . . . . . . . . . . . . . . . . . . . . . . . . . . 78 Somerset Industries . . . . . . . . . . . . . . . . . . . . . 978-667-3355 . . . . . . . smrset.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 71 Sorrento . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . SorrentoHoF.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . 37 Stanislaus . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 800-327-7201 . . . . . . . stanislaus.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4, 5 State Farm . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . st8.fm/bizinsurance . . . . . . . . . . . . . . Inside Back Cover The Pizza Butler . . . . . . . . . . . . . . . . . . . . . . . . . 718-894-1212 . . . . . . thepizzabutler.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . 35 Tyson Foodservice . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . bonici.com . . . . . . . . . . . . . . . . . . . . . Inside Front Cover Univex . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 800-258-6358 . . . . . . univexcorp.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 43 WestRock . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 816-415-7359 . . . . . . . westrock.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 19 XLT Ovens . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 888-443-2751 . . . . . . xltovens.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 13 Yamato . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 262-236-0000 . . . . . . yamatocorp.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 47 PMQ provides this information as a courtesy to our readers and will not be held responsible for errors or omissions. To report an error, call 662-234-5481 x127.

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THE PIZZA EXCHANGE PIZZA INDUSTRY RESOURCE GUIDE BAKING SCHOOLS

CHEESE CONT.

AMERICAN INSTITUTE OF BAKING .........................................................Manhattan, KS 785-537-4750 ................................................................................Fax: 785-537-1493

BAKING STONES FIBRAMENT-D BAKING STONE.....................................................www.bakingstone.com 708-478-6032 ......................................NSF approved baking stone for all ovens by AWMCO

BEVERAGES ON TAP

CALL (800) 824-3373 OR VISIT SAPUTOUSAFOODSERVICE.COM

Authentic Flavor for Modern Menus Mozzarella I Provolone I Blue Cheese I Gorgonzola I Asiago I Romano

CHEESE

Made by us from our own cows’ milk!

Mozzarella & More!

We ship anywhere.. giftboxes, orders, etc.

Call- 715-286-4007 www.gingerbreadjerseycheese.com COMPUTER SYSTEMS: POINT OF SALE All The Tech Your Pizzeria Needs • •

Tablet and Traditional Point-of-Sale Integrated online & smartphone ordering

• •

CALL FOR A DEMO TODAY!

BREAD Specializing in Hearth-Baked Italian Breads, Hoagies, Buns & Rolls Since 1911. www.cellones.com 800.334.8438

Mark Wutz VP National Accounts MWutz@cellones.com

Get the latest and greatest in pizza news, recipes, videos, marketing strategies and technologies at www.pmq.com!

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Self Serve Kiosk ordering Automated customer loyalty marketing

800.750.3947 www.granburyrs.com

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

CUTTING BOARDS - EQUAL SLICE

WE’RE IN TOUCH WITH YOUR POS NEEDS. ■ ■ ■ ■ ■

Integrated Inventory Management Marketing Systems Result Mapping Online Ordering System and much more!

817.299.4500 sales@BreakawayPOS.com www.BreakawayPOS.com

DESSERTS

Incredible Affordable Pizza POS! $

The POS software of choice for thousands of pizzerias over more than a decade. Detailed features and demo software available at the Point of Success web site.

599 ®

“I call it lemon from heaven!”

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

Make it count.

You Have To Taste It, To Believe It...

Tasteitpresents.com

908-241-9191

DOUGH

(800) 752-3565 www.pointofsuccess.com

pmq.com/Recipe-Bank/

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THE PIZZA EXCHANGE PIZZA INDUSTRY RESOURCE GUIDE DOUGH TRAYS/PROOFING TRAYS, CONT.

DOUGH, CONT.

DeIorio Foods

@DeIorios

blog.DeIorios.com

DeIorios.com

DOUGH DIVIDERS/ROUNDERS

DOUGH PRESSES, ROLLERS

800.835.0606 ext. 205 | www.doughxpress.com

dough presses, dough dividers/divider rounders, dough dockers, carts and accessories

FLOUR, GLUTEN-FREE

Premium Gluten-Free Blends & Baking Mixes Since 1993 Let us simplify your gluten-free needs and create the quality your customers crave.

DOUGH TRAYS/PROOFING TRAYS • Dough Trays – extremely durable and airtight!

Outlasts All Other Dough Trays • Dough Tray Covers – designed to fit!

• Plastic Dough Knives – two ergonomic designs!

• Dough Tray Dollies – heavy duty!

Excellence in Customer service since 1955!

The preferred dough tray of the largest pizza companies in the world.

Buy direct from the manufacturer with over 25 years manufacturing in dough trays.

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

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Tel: 310-366-7612 E-mail: sales@authenticfoods.com Web: www.authenticfoods.com

BAY STATE MILLING GLUTEN-FREE PIZZA MIX ........................................... baystatemilling.com Gluten-Free All-Purpose Flour, Custom-blends and Co-Packing Dedicated production area for exceptional purity ..........................................................800-55-FLOUR

THE PIZZA EXCHANGE PIZZA INDUSTRY RESOURCE GUIDE FLOUR

FRANCHISING

Exceptional pizza starts with exceptional flour.

Traditional Pizza Flours, Whole Grain Flours, Pizza Crust Mixes, Private Label Packaging, Proprietary Blending, Custom Development For more information call 1-800-553-5687 or visit www.baystatemilling.com

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

GARLIC SPREAD

Full line of Flour: Pizza, Pasta, Bread, Pastries, Gluten Free, & Whole Grains Imported Exclusively by: Manzo Food Sales, Inc. Tel. (305) 406-2747.........www.manzofood.com

GELATO

True Artisan Gelato

(888) 316-1545 www.stefanosgelato.com

GLUTEN-FREE PRODUCTS FOOD DISTRIBUTORS

All of the Flavor None of the Hassle

A gluten free facility to help you expand your menu and serve ANY customer.

Par baked, taste and texture that your customers will enjoy.

Individually packaged We have plenty of great gluten free products Carrot Cake & Cupcakes for dessert!

KALO FOODS

Gluten Free & Great Taste

visit kalofoods.com or give us a call 336-949-4802 December 2015 pmq.com

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THE PIZZA EXCHANGE PIZZA INDUSTRY RESOURCE GUIDE GLUTEN-FREE W H PRODUCTS, O L E S O MCONT. E &

MACHINERY/OVENS/EQUIPMENT

D E L I C I O U S ™ WHOLES

OME & DELICIOUS

™

Premium Gluten-Free Blends & Baking Mixes Since 1993 Let us simplify your gluten-free needs and create the quality your customers crave.

Tel: 310-366-7612 E-mail: sales@authenticfoods.com Web: www.authenticfoods.com

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

MIDDLEBY MARSHALL

OVENS MIXERS

RANDELL

PREP TABLES

AMERICAN RANGE

WALK-INS

SOMERSET

PARTS SMALLWARES

1-800-426-0323

www.northernpizza.com

IMPERIAL

MARKETING OPPORTUNITIES

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

Are you a pizza-making genius?

PROVE IT!

Nominate them for inclusion into the Pizza Hall of Fame!

Visit

www.PizzaHallofFame.com for more information.

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

• Pizzas • Wings • Appetizers • Flatbreads • Entrees • Salads

• Desserts • and More!

Submit your recipes TODAY at PMQ.com/recipebank!

THE PIZZA EXCHANGE PIZZA INDUSTRY RESOURCE GUIDE MAGNETS

MARKETING IDEAS, CONT.

MARKETING IDEAS MANAGEMENT

keep more of your hard earned dough!

3 money saving programs:

sCheduLing • aTTendanCe • daiLy Log

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

save time and increase profits!

www.timeforge.com 866.684.7191

MEAT TOPPINGS

Get the latest and greatest in pizza news, recipes, videos, marketing strategies and technologies at www.pmq.com!

MACHINERY/OVENS/EQUIPMENT

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THE PIZZA EXCHANGE PIZZA INDUSTRY RESOURCE GUIDE MEAT TOPPINGS, CONT.

MOBILE CATERING TRUCKS/UNITS

BURKE CORPORATION ...................................................................................... www.BurkeCorp.com Beef & Pork Pizza Toppings, Italian & Breakfast Sausage, Meatballs and Specialty Fully Cooked Meats

Contact:Jamie Reynolds..................Sales_Info@BurkeCorp.com............................. 800.654.1152 PRESTIGE FOODS ............................314-567-3648 ........................MEATTRADER@MSN.COM Low Closeout Pricing! Call for this week’s special. For Deals That Go To Your Bottom Line.

MIXERS

MOISTURE-ABSORBENT TOPPINGS CONDITIONER/SUPPLIES

American Baking Systems • • • •

Over 60 Years of Combined Service to the Baking Industry!

Spiral Mixers Planetary Mixers Dough Sheeters Deck Ovens and more!

319-373-5006 • www.abs1.net USED HOBART 60 QT. MIXER FOR SALE AT US $4980.00 PLUS SHIPPING. Call Lynn at 214-552-3218.............................................................................. or e-mail tbfm@tbfm.com

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

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

MUSHROOMS

We don’t take a canned approach to mushrooms.

OLIVES

www.pizzamixers.com • 1-877-R-MIXERS

60 QUART—HEAVY HEAVY DUTY

Pizza Mixer

Handles 50 lb. bag of flour • Direct gear drive transmission Rigid cast iron construction • Best warranty in its class

Globe Food Equipment Co. | www.globefoodequip.com

Mixing, Dividing, Rounding, and Spinning www.univexcorp.com Tel. 800-258-6358 Fax. 603-893-1249

MOBILE APPS ON HOLD MARKETING

Punch

cards

activate cards with

mobile

Direct mail cards

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Mushrooms

Avondale, PA | 610.268.8082 to-jo.com | info@to-jo.com

THE PIZZA EXCHANGE PIZZA INDUSTRY RESOURCE GUIDE ONLINE ORDERING

PASTA

For foodservice-ready pasta recipes, visit www.BarillaFoodserviceRecipes.com 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* *CALL US FOR DETAILS

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

PIZZA BOX INSERTS

FRESH PIE Pizza Box Liner/ Insert

Carrie Yanke-Customer Service Rep 724-657-3650 • ccd.pop@ccd-pop.com Check our our informational blogs!

www.creativecolordisplay.com PIZZA BOX LINERS

ONLINE ORDERING PROMOTIONAL PROGRAMS

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THE PIZZA EXCHANGE PIZZA INDUSTRY RESOURCE GUIDE PIZZA DELIVERY THERMAL BAGS

Metal is the right choice.

Aluminum is lighter and longer lasting that wooden peels.

Introducing the ultimate perforated pizza peel to easily sift away excess flour.

Tailored to your preferred length, shape and functionality.

100% made in Italy and available in America, close to you with the service you need.

Pro fe & r ssion est au al too ran ts, ls for sin piz ce z 19 erias 86 .

GI.METAL USA, INC Phone (630) 553 9134 www. gimetalusa.com info@gimetalusa.com

Be Smart.

Wood is over.

MADE IN ITALY

DECEMBER SPECIALS

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PMQ Pizza Magazine The Pizza Industry’s Business Monthly

THE PIZZA EXCHANGE PIZZA INDUSTRY RESOURCE GUIDE PIZZA DELIVERY THERMAL BAGS

PIZZA OVENS, CONT.

YOUR ONE-STOP BAG SHOP • UNBEATABLE BAGS AT UNBEATABLE PRICES PRICES AS LOW AS

$13.49

$10

ATE FLAT R ING SHIPP

Stone Deck, Pizza Dome, and Bakery

1-844-HOT-BAGS

Satuisafaractniotened! g

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

www.deliverybagsdepot.com

WWW.XLTOVENS.COM

CUSTOMERS CARE

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

HOW THEIR FOOD IS DELIVERED The Electric HOTBAG™ Heated Delivery System Heats and stays at 160-175F Dry electric heat = No Moisture 1000 Denier Nylon Construction Two Heating Elements Easy to clean

Any quantity or mix of bags AC to DC power supplies Heat all bags simultaneously Quick release power connectors

www.hotbag.com 800-927-6787 Made in the USA

NO MORE COLD & SOGGY FOOD, NO MORE UNHAPPY CUSTOMERS!

PIZZA OVENS

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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THE PIZZA EXCHANGE PIZZA INDUSTRY RESOURCE GUIDE PIZZA OVENS, CONT.

PIZZA PANS, CONT. 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

AMERICAN MADE

Pizza Screens • The Ultimate in Bake Disks Pizza Pans... Round, Square, & Rectangular Sauce/Cheese Rings • Pan Covers Pizza Cutters/Knives

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

P.A. PRODUCTS, Inc. BAKEWARE SPECIALISTS

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

MARSAL & SONS, INC. ................................................ The new standard in the Pizza Industry Brick Lined Deck Ovens • Standard Deck Ovens • Prep Table Refrigeration 631-226-6688......................... marsalsons.com ........................ rich@marsalsons.com WOOD STONE CORPORATION......................................Stone Hearth & Specialty Commercial Cooking Equipment..................................... 1801 W. Bakerview Rd ............Bellingham, WA 98226 TOLL Free 800-988-8103 .....................Fax: 360-650-1166 ...........woodstone-corp.com

PIZZA PEELS

PIZZA PANS Inventor of

The Quik-Disk™

The best screen replacement since 1989.

LLOYD INDU STR IES ®

100’s OF SMART PIZZA PRODUCTS ONLINE!

Buy Direct and Save $$ • www.lloydpans.com • 1-800-748-6251

Get the latest and greatest in pizza news, recipes, videos, marketing strategies and technologies at www.pmq.com!

CAR0036 Pizza Magazine_V6_Preflight.indd 3

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THE PIZZA EXCHANGE PIZZA INDUSTRY RESOURCE GUIDE PRINTING, CONT.

SUP ER MENU/FLYERS PRINT SP ECIALS W W W . B C M S . U S

Call NOW 877-604-3111 These offers expire December 31, 2015

8½" x 11"

TAKE OUT MENUS/FLYERS/MAILERS

GLOSSY PAPER • FULL-COLOR

FREE DESIGN & GRAPHICS 10,000 All Inclusive for only $64000 25,000 All Inclusive for only $84500 ADDITIONAL OF SAME COPY

25,000 All Inclusive for only $19500 100,000 All Inclusive for only $189000

11" x 17"

MENUS/FLYERS/MAILERS

GLOSSY PAPER • FULL-COLOR

FREE

DESIGN • GRAPHICS • FOLDING

10,000 All Inclusive for only $94000 All Inclusive for only $ 25,000 149500 ADDITIONAL OF SAME COPY 25,000 All Inclusive for only $89500 100,000 All Inclusive for only $370000

JUMBO 11" x 11" FLYERS

Price Includes

FREE Design & Graphics

25,000 50,000 100,000 For Only

$

1,095

For Only

$

1,595

For Only

$

2,200

W W W . B C M S . U S

Call NOW 877-604-3111 P R I N T E R S & M A I L E R S December 2015 pmq.com

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THE PIZZA EXCHANGE PIZZA INDUSTRY RESOURCE GUIDE PRINTING, CONT.

REFRIGERATION, CONT.

PIZZA SUPPLIES

• Pizza Preparation and Delivery Products •

National Marketing, Inc.

www.nminc.com 800-994-4664

734-266-2222

Fax: 734-266-2121

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

see more at

www.marsalsons.com

(631) 226-6688

SAUCE ARMANINO FOODS ....................................................................................................Fine Italian Sauces 30588 San Antonio Street, Haywood, CA...........................................................................866-553-5611 Email: customerservice@armaninofoods.com ............................... www.armaninofoods.com

PRIVATE LABELING

REFRIGERATION

pmq.com/Recipe-Bank/

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PMQ Pizza Magazine The Pizza Industry’s Business Monthly

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PIZZA HALL OF FAME www.pizzahalloffame.com

Patsy’s Pizzeria

(Clockwise from top left) The original Patsy’s is shown in the 1940s; Patsy’s soon expanded to include a full restaurant, bar and banquet room; despite a changing East Harlem in the 1980s, Patsy’s remained a neighborhood tradition; Patsy Lancieri (left) hangs with Patsy’s regular Frank Sinatra (middle).

Once the favorite pizza haunt of Sinatra and DiMaggio, this East Harlem legend has remained unchanged while growing its empire through franchising.

By Tracy Morin

E

ven in a city known for pie-slinging royalty and decades-old pizzerias, Patsy’s Pizzeria (thepatsyspizza.com) remains a standout. Started in 1933 by Pasquale “Patsy” Lancieri and his wife, Carmella, as a simple pizzeria and clam bar in New York City’s Italian-dominated East Harlem, the concept immediately took off, thanks to its then-innovative concept of selling slices. The couple bought two adjacent buildings to keep up with demand and attracted a slew of celebs over the decades: Frank Sinatra, Joe DiMaggio and Dean Martin were regulars, while Francis Ford Coppola famously took a young Al Pacino and Robert DeNiro to soak up the Patsy’s atmosphere when gearing up for The Godfather. “We were the first pizzeria to sell by the slice and have always been a hotspot for celebrities,” notes Adem Brija, current owner

of Patsy’s. “When people come to New York, this is still their first stop.”

Indeed, customers—from locals to tourists, construction workers to celebrity chefs, athletes and politicians—still flock to Patsy’s for piping-hot pies from the ’30s-era coal oven. Brija’s father, Frank, took over the business in 1991; Patsy had passed away in the ’70s, and Carmella was ready to retire and leave the increasingly crime-ridden area, so she sold the pizzeria to Frank, who had helped her out in the restaurant.

Adem grew up in the business and took over the operations this year, as Frank concentrates on the franchising end. Fourteen Patsy’s locations have mushroomed across New York, while interested investors span the nation.

“People worry that when you expand, you lose the authenticity, but no matter what else we do, this place will not

change,” Adem promises. “We don’t concern ourselves with what everyone else is doing—we just stay the same.”

With the neighborhood once again on the upswing, floods of fans continue to make the pilgrimage to this bona-fide pizza destination. Adem believes that being organized and having a plan—while remaining flexible—has been key to the family’s success, along with consistency and staying true to what Patsy’s does best.

“You have to pick an identity and stick with it. [Some] places try to do too many things now,” Adem says. “If you keep it simple, make a good pizza with fresh toppings, you can have a solid business. We tell our franchisees, follow the blueprint; our name will fill the place, but it’s your job to keep them coming back.”

HAS YOUR PIZZERIA BEEN IN BUSINESS FOR 50 OR MORE YEARS? IF SO, CONTACT US AT TRACY@PMQ.COM. 98

PMQ Pizza Magazine The Pizza Industry’s Business Monthly

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Links to Extra Content Featured Video: This quick video summary hits the high points of this year’s Pizza Power Report.

Featured Video: Dance along to Pharrell Williams’ hit song “Happy” as A Slice of Hope and its pizzeria partners throw life-affirming pizza parties around the country.

Featured Video: Pizza king and real estate magnate Sal Lupoli explains how he used pizza—and real estate development—to transform a dying Massachusetts town.

December 2015 pmq.com

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