PMQ Pizza Media - May 2022

PIZZA MEDIA

ADVANCING THE PIZZA BUSINESS COMMUNITY

MAY 2022 | PMQ.COM

BROTHERS IN ARMS How Carmine Testa’s sons, the Jersey Pizza Boys, muscled their way to fame—and spun out a new powerhouse brand.

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30 ITALY’S DELIVERY INNOVATIONS | 36 SAUCES & DRIZZLES | 42 DIRECT MAIL

B R E W BI LT.C O M · 5 30 -8 0 2-50 2 3

YOU DON’T NEED A BIG BREWERY TO MAKE A BIG IMPACT. Old Town Pizza’s brewery component Slice Beer Company knows a few things about making big beers in a small space. Slice and BrewBilt teamed up to customize a system that perfectly fits both their brewing style and 1,100-SF production area.

I BELIEVE PIZZA IS AN ART. I BELIEVE IN USING NOTHING BUT THE BEST INGREDIENTS. IF YOU WANT AN AVERAGE, RUN-OF-THE-MILL PIZZA I BELIEVE YOU KNOW WHERE YOU CAN GO. What’s your declaration of independence?

Grande is championing operators who have an independent spirit and shared passion for excellence. By providing the finest all natural, authentic Italian cheeses, along with an unwavering commitment to quality, we’ll continue to advocate for independents and their love of the craft.

grandecheese.com 1-800-8-GRANDE © 2019 Grande Cheese Company

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IN THIS ISSUE - FEATURES

MAY 2022

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ON THE COVER

BROTHERS IN ARMS Carmine Testa is fortunate that his sons are dough spinning prodigies. But the success of Jersey Pizza Boys and Carmine’s Pizza Factory is more marketing savvy than dumb luck.

By Rick Hynum

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Recipe of the Month: The Popeye Pizza by Chef Michael LaMarca

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The Genuine Article The Great Italy Reset Get Sauced Direct Messaging

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PMQ ONLINE - DIGITAL EXCLUSIVES

PIZZA MEDIA ADVANCING THE PIZZA BUSINESS COMMUNITY

A Publication of PMQ, Inc. 662-234-5481 Volume 26, Issue 4 May 2022 ISSN 1937-5263

PUBLISHER Steve Green, sg@pmq.com ext. 123 CO-PUBLISHER Linda Green, linda.pmq@gmail.com ext. 121 EDITOR IN CHIEF Rick Hynum, rick@pmq.com ART DIRECTOR Eric Summers, eric@pmq.com SENIOR COPY EDITOR Tracy Morin, tracy@pmq.com IT DIRECTOR Cory Coward, cory@pmq.com ext. 133

You’ll Want to Believe in This X-Files-Themed Vegan Pizzeria Paranormal Pizza Co. goes for a “spooky” vibe with pies named for Mulder, Scully and other characters from the classic sci-fi TV series.

PMQ.com/paranormal-pizza

Guest-Centered Strategy Is Crucial for Independent Pizzerias Small operators and new concepts must define their purpose and promise while leveraging technology and meeting the demand for convenience.

PMQ.com/guest-centered-pizzerias

Pizza Making Heroes Suffer Knife Wounds in Defense of Attack Victim Louie Suljovic and his father, Cazim, rushed to the rescue of an Asian woman being attacked outside Louie’s Pizza in Queens, New York.

How to Create Short-Form Video Content for Your Pizzeria TikTok or Instagram videos can be funny, educational or introductory, showcasing your brand in a way that doesn’t feel overly promotional.

PMQ.com/short-form-video-content

DIRECTOR OF RESEARCH Blake Harris, blake@pmq.com ext. 136 TEST CHEF/USPT COORDINATOR Brian Hernandez, brian@pmq.com ext. 129 REPORTER Chris Green, chris@pmq.com FOOD PHOTOGRAPHER David Fischer, david@pmq.com CHIEF FINANCIAL OFFICER Shawn Brown, shawn@pmq.com

ADVERTISING SALES DIRECTOR Linda Green, linda.pmq@gmail.com ext. 121 SENIOR ACCOUNT EXECUTIVE Tom Boyles, tom@pmq.com ext. 122 SENIOR ACCOUNT EXECUTIVE Jerry Moschella, jerry@pmq.com ext. 137 SALES ASSISTANT Brandy Pinion, brandy@pmq.com ext. 127 INTERNATIONAL PIZZA MARKET Italy: Enrico Fama Fama.Enrico@gmail.com Russia: Vladimir Davydov Vladimir@pmq.com

pmq.com/louie-suljovic

China: Yvonne Liu Yvonne@pmq.com

Small-Town Pizzeria Earns TV Coverage 3 Times in 1 Month Army veteran Terry Boesch has only owned Whitewright Pizza since November, but he’s already making it a household name in northern Texas.

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

PMQ.com/whitewright-pizza

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

ALSO IN THIS ISSUE: 10 Events & Promotions 12 Moneymakers 50 Product Spotlight 8

PMQ PIZZA MEDIA | PMQ.COM

54 Pizza Industry Bulletin Board 58 PMQ Resource Guide 66 Pizza Hall of Fame

Cost of U.S. subscription is $25 per year. International $35.

Periodical postage pricing paid at Oxford, MS. Additional mailing offices at Bolingbrook, IL. Postmaster: Send address changes to: PMQ Pizza Magazine, PO Box 9, Cedar Rapids, IA 52406-9953.

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

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EVENTS & PROMOTIONS

MONTHLY MARKETING CALENDAR

M AY 2022

AND BEYOND

Industry Events

Discover all the events impacting the pizza industry during the year at pmq.com/calendar.

Have an event? Send your submissions to editor@pmq.com. pmq.com/calendar

Promote This!

May—National Beef Month Beef doesn’t exactly top the list of Americans’ favorite pizza ingredients, but it’s versatile and delicious. So explore your options— from corned beef to Korean beef, from roast beef to veal—and create weekly beef-topped specials throughout May.

National Restaurant Association Show May 21-24 Taking place at McCormick Place in Chicago, this is the largest industry event of the year. From expert-led sessions unpacking new industry challenges and opportunities to top products and solutions for growth, the 2022 show gives restaurateurs from all segments— including pizza—everything they need to navigate today’s new business realities. Don’t forget to visit PMQ in the South Hall at Booth #2543!

Learn more at nationalrestaurantshow.com.

National Pizza & Pasta Show August 23-25 Featuring 400 exhibits and 30 hot-topic seminars, this show, to be held in Rosemont, Illinois, is designed with pizzeria and Italian restaurant owners in mind. Join up to 6,000 operators and distributors to peruse the latest moneymaking products, services, technologies and equipment while checking out Chicago’s legendary pizza scene with guided tours.

Learn more at nationalpizzashow.com.

Pizza Tomorrow Summit November 9-10 Find out what’s next in the industry at the Pizza Tomorrow Summit in Orlando. It offers hundreds of exhibitors with a wide range of products, a robust conference program, and entertaining and informative pizza competitions and demonstrations. You’ll discover the new companies, products and initiatives that will propel our evolving industry into the future.

Learn more at pizzatomorrow.com.

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PMQ PIZZA MEDIA | PMQ.COM

Friday, May 20 National Pizza Party Day Create high-value multi-pizza deals with sides and beverages for a single (and profitable) price. Got a mobile catering operation? Reach out now to your corporate clients with flyers highlighting pizza party offers and encourage them to reward their staff with a feast!

Saturday, May 21 National Waiters and Waitresses Day Don’t just dedicate one day to your servers. Celebrate them all week long in social media posts, including videos and photos. It’s a great way to introduce guests to the team members they interact with the most and make your servers feel seen and appreciated.

Learn and Earn!

2 p.m. (CT), Tuesday, May 3 PMQ Live Update: Modernist Pizza Giveaway Tune in to see if you’re the winner of a free copy of the new book Modernist Pizza in our May sweepstakes, brought to you by Modernist Cuisine and PMQ. Join us on Facebook Live!

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MONEYMAKERS

POWER OF THE PIZZA BOX The team at Pizzeria Locale, with four locations in Denver, understands the power of the pizza box. It’s a container, a marketing tool, and even a weapon for good in your hometown. That’s the idea behind Pizzeria Locale’s Community Pizza Box series, in which the company leverages its tens of thousands of boxes to spotlight a local nonprofit that’s helping the underserved. The latest was Access Gallery, which provides creative, educational and economic opportunities for people with disabilities. Pizzeria Locale partnered with Be a Good Person, a Denverbased clothing brand, to print more than 45,000 pizza boxes created by Access Gallery artists AJ Kiel and Josiah Lee Lopez. The boxes went out with every order during March. Pizzeria Locale also held a fundraiser for Access Gallery on March 22, donating 33% of all sales from its four locations to the gallery. Earlier in March, Pizzeria Locale hosted an open-door pizza party at the gallery to debut the new boxes and honor the artists.

A pair of artists from Access Gallery, which provides opportunities for people with disabilities, created this limited-edition pizza box for Pizzeria Locale.

Jordan Wallace, Pizzeria Locale’s culinary director, is a graduate of the Italian Culinary Institute for Foreigners in Piemonte, Italy.

READY FOR TAKEOFF Was the first true airplane invented by Alberto Santos-Dumont, a Brazilian, rather than the Wright brothers? Maybe, maybe not—we won’t take sides in that debate. All we know is, Santos-Dumont’s plane, called the 14-bis, was the unlikely inspiration for a pizza chain with the same name in São Paulo. Now 14 Bis offers pies on the fly in Orlando, featuring a wonderfully odd aviation theme that includes flight information displays, airplane-like seating, and windows offering a view of computer-generated clouds. Servers dress like flight attendants and dash from table to table underneath a scaled-down replica of the original biplane that dangles from the pizzeria’s ceiling. True to São Paulo natives’ tastes, the pies at 14 Bis boast a sugar-sweetened crust and Catupiry, a Brazilian brand of soft, creamy, mildtasting cheese used to make cheese spreads. Also on the menu: a wide variety of sfihas, a rounded flatbread pizza originally from Lebanon and now a big deal in Brazil.

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PMQ PIZZA MEDIA | PMQ.COM

A replica of aviation pioneer Alberto SantosDumont’s original 14-bis biplane looms over the dining area at the Brazilian pizzeria bearing the plane’s name.

STANDING WITH UKRAINE Pizza restaurateurs around the U.S. have rallied to support the people of Ukraine since Russia invaded the country in February. Ukraine-focused food-andbeverage specials have raised funds for refugees while earning free media coverage for pizzerias like Malvagio’s Restaurant, which specializes in Neapolitan pizza and event catering in Coeur d’Alene, Idaho; Tony Boloney’s in Atlantic City and Hoboken, New Jersey; and Tutta Bella, with seven locations in Washington State. Tony Boloney’s owner Michael Hauke created a limited-time pizza boasting the colors of the Ukrainian flag—blue on one side and yellow on the other. The pizza was offered for nationwide shipping via Goldbelly, and Hauke donated his profits to World Central Kitchen, which has been feeding Ukrainian refugees in Poland since the war started. Meanwhile, Tutta Bella owner Joe Fugere has several Ukraine-born employees and, to show his support for them and their families, he created a cocktail—featuring Polish vodka—called the Peremoha, which means “victory.”

Profits from the Peremoha were donated to Razom for Ukraine, a pro-democracy nonprofit. Finally, for Malvagio’s co-owner Svetlana Petersen, the war is deeply personal; she’s a Ukrainian native whose father is currently fighting the Russians back home. After her dad suffered a gunshot wound in battle, Petersen started raising money for Ukraine relief by selling hearty borscht soup for $10 per bowl. The promotion had raised $4,000 as of March 21.

The Peremoha, a Polish vodka-based cocktail from Tutta Bella, raises funds for a pro-democracy nonprofit in Ukraine.

Tony Boloney’s owner Michael Hauke said he received more than 200 orders for his heartshaped Support Ukraine pizza over the weekend of March 18 to March 20.

Malvagio’s co-owner Svetlana Petersen has raised a family in the U.S. with husband Matt, but her mind is on her native Ukraine as the war continues.

MONEY FOR MEATBALLS DiMaggio’s Pizzeria in Hicksville, New York, offered mucho moolah for meatballs in a promotion celebrating National Meatball Day on March 9.

The restaurant held Long Island’s Best Homemade Meatballs contest with a prize of $1,000 on the line, and all proceeds went to the Ukrainian Congress Committee of America to provide humanitarian aid to the people of Ukraine in the midst of the Russian invasion. Contestants were challenged to bring at least a half-dozen of their finest meatballs to the eatery.

Actor and chef Joseph Gannascoli, who portrayed Vito Spatafore on The Sopranos, judged the competition along with food critic and digital media star Sal “The Grubfather” DiBenedetto. DiMaggio’s gave non-cooks a chance to win prizes as well with a meatball eating contest.

DiMaggio’s Pizzeria is a proud meatball purveyor but offered a $1,000 cash prize for the best homemade variety in a recent contest held on National Meatball Day. MAY 2022 | PMQ.COM

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RECIPE OF THE MONTH

SPONSORED CONTENT

THE POPEYE PIZZA

Sponsored by:

by Chef Michael LaMarca INGREDIENTS:

21–24 oz. Pizza dough to fit a 15” or 16” pan 1 oz. Galbani Parmesan Cheese 1 tbsp. Dried oregano Pinch Black pepper 1¾ oz. Fresh spinach 9 oz. Galbani Premio 50/50 Mozzarella Provolone Shreds 4 oz. Artichoke hearts, chopped 5 oz. Fresh tomatoes, sliced or chopped Olive oil to grease pizza pan Garlic butter or extra-virgin olive oil to spread on dough Balsamic glaze for garnish (optional)

DIRECTIONS: 1.

2.

3.

4.

5.

6.

7.

8.

The morning you want to make the pizza, remove the dough from the refrigerator, and shape into oblong ball. Use olive oil to grease a 15”–16” pizza pan, and press out the dough ball into the pizza pan. Cover with plastic wrap, and let rise at room temperature, 3 to 5 hours.

Brush panned pizza dough with a liberal amount of garlic butter or extra-virgin olive oil.

Sprinkle the Parmesan cheese on top of the dough.

Sprinkle the oregano and the black pepper on top of the Parmesan cheese.

Add the fresh spinach, and then the Mozzarella Provolone Shreds.

Add the chopped artichoke hearts, and then the chopped tomatoes.

Bake pizza for 8 to 10 minutes around 425˚F. Bake longer if you prefer a well-done pizza.

Remove from oven. For an optional garnish, drizzle with balsamic glaze.

About the Pizza: Michael LaMarca’s award-winning Popeye Pizza features an array of delicious veggies, like spinach and artichokes, along with Galbani Premio Mozzarella/Provolone Tigrato Cut Shreds. These shreds are shorter and wider to provide better coverage, plus the cheese reheats well, making it perfect for slices, takeout and delivery. Do more with less with Tigrato Cut Shreds, and do more for your customers’ taste buds with the Popeye Pizza.

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PMQ PIZZA MEDIA | PMQ.COM

Find your Ispirazione Italiana

What's my Italian Inspiration? I wanted to return Master Pizza

to its original glory days as Cleveland’s favorite pizzeria. So, I brought back beloved recipes, focused on traditional flavors, and I switched to Galbani® cheese—Italy’s #1 brand. It performs perfectly in my ovens and on my award-winning Popeye Pizza.

Plus, the Galbani team is always available to discuss new opportunities and ideas with me.

It’s helped put Master Pizza back on top.

—MICHAEL LAMARCA, CHEF/OWNER, MASTER PIZZA

Find more Italian Inspiration and Michael’s videos at GalbaniPro.com. ©2022 Lactalis American Group, Inc., Buffalo, NY 14220. Galbani is a ® of Egidio Galbani S.r.l. All Rights Reserved.

@GalbaniProfessionaleUS

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PMQ PIZZA MEDIA | PMQ.COM

THE GENUINE ARTICLE Billy Manzo offers 6 rules to tame your inner social media narcissist.

BY BILLY MANZO JR.

O

kay, we’re going to conduct a little experiment. I want you to take out your phone and open your

Instagram or Facebook app. What do you see when you scroll through your profile? Are there photos of you smiling while holding a pizza? Photos of you smiling and shaking a customer’s hand? Photos of you smiling while kneading some dough? Videos of you kneading some dough?

MAY 2022 | PMQ.COM

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I’ll bet there are. I’ll bet there are hundreds of them—if not thousands. And I get it. Social media has become an integral part of our business, allowing us to engage with our customers outside of our restaurants, and we have to put ourselves out there because our customers are out there. And, unlike advertising, we get to do all of this engaging for free.

But something weird is going on. It used to be that social media was just one facet of a business. Now it’s become the focus. Pizzeria operators have gone Hollywood! Mr. DeMille, I’m ready for my close-up! Every day, I see photos and videos of pizza operators posing Vanna White-style: This is what I’ve done, this is where I’ve gone, this is who I know. That’s not what social media—or running a business—is supposed to be about. It’s supposed to be about connection. About community.

Not a mirror.

What people have forgotten is that success is not thousands of likes on an Instagram post. Nor is it getting to speak at a trade show. It’s when a person in your community comes up to you and says, “You know, we had a party last night at our house. And we had a ball. Your pizza was excellent. And we won’t forget that night.” That’s the Super Bowl of what we do.

We aren’t just creating a business. We’re creating memories.

Ask yourself: Do I want to be famous, or do I want to run a successful business? Contrary to popular belief, they are not one and the same.

You wouldn’t realize that from scrolling through some social media feeds. Ask yourself: Do I want to be famous, or do I want to run a successful business? Contrary to popular belief, they are not one and the same. That’s why I’ve put together Billy Manzo’s 6 Social Media Rules for Success. (Pay attention. There will be a quiz later.)

Rule No. 1: Post only content you’re genuinely comfortable with.

Don’t be something you’re not. Use your phone to capture what you’re good at—not what you see other people doing. If you’re not good at making demonstration videos, don’t make demonstration videos. I’ve seen people who don’t know the foundation of their business attempt to make five different styles of pizza in a video when they haven’t even conquered one basic style. Know your limitations. Sure, some people tell me I make Instagram videos look easy. But I’m 100% confident in the accuracy of my content. That’s why I make it look easy. If you’re not good at something, don’t post a video about it. Yes, some people are better at Instagram Stories, Reels and recipes 18

PMQ PIZZA MEDIA | PMQ.COM

than you are. Who cares? Maybe your pizza looks better.

Maybe your menu looks better. Maybe your location is better.

Maybe you do charitable things for your community. Focus on your strengths, not somebody else’s.

Rule No. 2: Talk to your community only.

We all know that social media has a global reach, and that’s amazing! But—and I hate to break it to you—someone living in Fiji probably isn’t going to visit your pizzeria anytime soon.

So why are you trying so hard to get him to like your post?

Instead of performing for people who are not your customers, focus on those who are.

Rule No. 3: Enough with the bragging already.

Every time you donate a pizza to a local children’s hospital, you don’t have to take a picture of the moment and throw it up on social media. I’m not saying you can’t promote your good works, but I see so many operators piggybacking on the names of nonprofit organizations to boost their visibility. Donate

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because you want to—because it feeds your soul, not for your social media feeds. Otherwise, get up in the morning, go to work, and do a great job. Leave the bragging to your mother.

Rule No. 4: Be yourself.

Social media has become like high school. We want to be sure we’re wearing the right clothes, associated with the right organizations and that our hair is just so. It’s ridiculous. This isn’t a photo session. Think about the original intent of social media: to connect, to engage with one another in a genuine way, not to filter photos or strike a pose that hides your beer belly. People are craving authenticity. Are your eyes bloodshot from staying up late to cater a party? Show that to your customers! That’s real.

I’ve seen people attempt to make five different styles of pizza in a video when they haven’t even conquered one basic style. Know your limitations.

Rule No. 5: If you get the urge to post more than once a day, find a hobby.

Businesses are posting two, three, four or more times—a day!

Hi, we’re stretching the dough. Hi, we’ve got the oven on. Hi, we’re about to take the pizza out of the oven. Drum roll, please!

It’s nauseating. I know they think more is more, but it’s not— studies have shown a drop in engagement if you’re posting that much. And just because you’re showing a hundred pictures of you doing something doesn’t mean you’re good at it. As a matter of fact, odds are that you suck at it.

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Rule No. 6: Post only meaningful content that 1) offers value or educates and 2) separates you from the guy down the block.

Want to add a photo of a pizza on your Instagram account? Or a pic of you wearing a chef ’s coat and holding a pizza? Um, virtually every pizza operator does that. (And, by the way, you’re not a chef until your staff calls you a chef, not because you’re wearing an apron.) What else have you got?

There’s gotta be something better going on in your business. Are you running a special on chicken Parm this Thursday? How about a video of you sprinkling the cheese onto a dish with a reminder to your customers that the Parm is half off that day? Or an image of a 30%-off coupon (or cou-Parm) that your customers can show you with their phone when they pick up their order? That’s meaningful content that just might bring business through the door.

My father used to say to me, “Always watch the quiet one in the room.” Why? Because the quietest one is usually the smartest one. I’d love to know what he would have thought of social media—a make-believe place where everyone is screaming to get noticed. He probably would say that, instead of posting so many photos and videos, you should turn it down a notch and concentrate on content you’re comfortable with and that brings value—meat and potatoes—to the table.

Then, focus all that free time offline instead.

Give a prospective client a free pizza. Let ’em taste your product. Work with local charities to create events. Build a relationship. Shake a hand. A picture might be worth a thousand words, but it’s not worth all your time and attention.

Billy Manzo Jr. is a veteran restaurant operator and the owner/chef of Federal Hill Pizza, with locations in Providence and Warren, Rhode Island.

PDQ POS

PDQpos.com

When they return, you’ll be ready!

MAY 2022 | PMQ.COM

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Michael and Nicholas Testa are just teenagers, but they’ve become the “face” of both Carmine’s Pizza Factory and the pizzeria named in their honor— Jersey Pizza Boys.

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PMQ PIZZA MEDIA | PMQ.COM

For more about Carmine Testa, the Jersey Pizza Boys and their work with Pizza Across America, read the extended version of this article at PMQ.com/jersey-pizza-boys.

BROTHERS IN ARMS How Carmine Testa engineered the rise of the Jersey Pizza Boys and built a brand that just keeps spinning to greater and greater heights.

BY RICK HYNUM | PHOTOS BY RICHARD BARRY

C

armine Testa was just an eighth-grader when his father bought a pizza shop—pretty much on a

whim—in Perth Amboy, New Jersey, in 1984. “I thought it was the coolest thing in the friggin’ world,” Testa says. “It sat maybe 30 people, with pizzas, sandwiches and some dinners. I answered the phone, greeted customers and took orders.” His dad, as it turned out, wasn’t exactly suited for that line of work—he closed the store down a year and a half later—but, for Testa, pizza became a calling.

Carmine Testa (center) poses with his sons, dough spinning prodigies Michael and Nicholas.

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Carmine Testa founded Carmine’s Pizza Factory in 2000 and opened Jersey Pizza Boys in 2021.

“There were three pictures on the wall: Frank Sinatra, Michael Jackson and John Stamos,” Testa recalls, with a chuckle. “I have no idea why John Stamos was on the wall.”

You won’t find photos of Stamos at Testa’s own New Jersey pizzerias, Carmine’s Pizza Factory in Jersey City and Jersey Pizza Boys in Avenel. Testa’s teenage sons, Michael and Nicholas, are stars in their own right, known nationwide as the Jersey Pizza Boys, a pair of dough spinning prodigies with smooth moves and charisma to burn.

Their grinning visages grace the walls at both of Testa’s stores, and Testa wouldn’t have it any other way.

It’s not just that Testa is proud of his boys—although he certainly is. He also knows a good marketing angle when he sees one. And Michael and Nicholas, a pair of natural-born showmen, never met a TV camera they didn’t like.

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“One night I’m lying in bed, and Michael wakes me up. He’s got the $50 Throw Dough in his hands. He’s, like, ‘What’s this, Daddy?’

And I’m, like, ‘Don’t touch that, put it down!’”

— Carmine Testa The Potato Chip Toss Testa has stories to tell about his life as a baker and pizza man. After his father closed shop, Testa took a job at a biker bar, called Pioneer Tavern, that also sold pizza. He quickly won over the tough, leather-clad clientele just by being himself. “I’d bring out a $6 pizza, and they’d hand me a $20 bill and say, ‘Keep the change, kid.’ Before I knew it, I was making $80 in tips in one night.

Everybody knew the bikers loved me, so nobody messed with me.”

From there, Testa went to Anacapri Pizza, a precursor to Anacapri Foods,

now a major East Coast distributor.

Anacapri Pizza had a gimmick. “The pizza counter was located at the storefront window,” he says. “You had to learn how to toss pizza dough at the window, especially the Potato Chip Toss. It came in really handy when you saw a couple of pretty girls walking by.

You banged on the window to get their attention and started tossing the pizza.”

Testa ran his own store, called Pizza Villa, from 1991 to 1996. In that experience, he says, “I learned everything not to do. Those were some of the best years of my life, surrounded

In addition to their dough tossing skills, Nicholas and Michael Testa have learned to make pies, but it remains to be seen whether they’ll make pizza a career.

by friends, being my own boss, but not making any money because I did so many things wrong. Through my mistakes, I learned what to stay away from.”

By the time he opened Carmine’s Pizza Factory in 2000, Testa knew what he was doing. Then his sons came along. And that’s when things really took off.

Ninja Mode To burnish his own spinning skills, Testa had purchased some Throw Dough from PMQ. “One night I’m lying in bed, and Michael wakes me up. He’s got this $50 Throw Dough in his hands. He’s, like, ‘What’s this, Daddy?’ And I’m, like, ‘Don’t touch that, put it down!’” But the artificial dough proved an irresistible toy to Testa’s sons—and a cheap investment that would pay off in a big way. The boys played around with it at the pizzeria while Testa worked. “Michael had this natural ability,” he says. “It caught my eye immediately, so I went into ninja mode. How do you stand out in the market?”

U.S. Foods was delivering to both Carmine’s Pizza Factory and a rival pizzeria down the street—always the same ingredients, Testa noticed. He knew he needed to distinguish himself from his competitors in some other way. One day, he shot a little video of Michael spinning dough and set it to Michael’s favorite song—Moves Like Jagger by Maroon 5. “The song and Michael’s rhythms just worked together perfectly, even the way he’s moving his shoulders,” Testa says.

“I put the video out and, boom, it goes viral. The Huffington Post picked it up, and all of the TV shows around the country would pick up on whatever Huffington Post thought was cool.”

Testa calls it dumb luck, but he was shrewd enough to capitalize on the video’s popularity and start making his own luck. “There’s National Pizza Month, National Pizza Day, National Pepperoni Pizza Day, and all these TV shows need a three-to-six-minute segment,” he notes.

Under the Carmine’s Pizza Factory name, Testa started using social media, particularly video, to promote his sons. He created a Facebook page, which has more than 44,000 followers, just for them. The more 26

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PMQ PIZZA MEDIA | PMQ.COM

Carmine Testa learned how to spin dough like a pro at Anacapri Pizza and discovered it was also a great way to meet girls.

he promoted them on social media, the more TV producers noticed.

The bookings started rolling in. The affable Testa mostly stayed in the wings, putting few, if any, demands, on the producers—they’re the pros, after all, and know what works.

Sporting branded T-shirts and performing routines they developed with their dad, Michael and Nicholas were soon charming hosts and audiences alike on talk shows like Good Morning America, The Wendy Williams Show, Rachael Ray and The Steve Harvey Show. The boys loved it—no stage-dad pushing required—and so did Testa’s customers, who came to feel like they knew the boys personally, whether they’d met them or not.

Now a star player on his high school’s football team, Michael was a natural at dough spinning, while Nicholas had to try harder and made mistakes. But cute little Nicky knew how to steal the show. “Michael was the first to go on TV, with Nicky in the audience,” Testa recalls.

“But Nicky would work his way onto the stage as Michael’s sidekick.

Michael was really tossing, and Nicky was trying. Michael was getting the ‘oohs’ from the audience, and Nicky was getting the laughs.”

Testa and his sons kept polishing the act, with each boy getting a chance to shine. “There’s always a point when Michael gets that one minute where he takes it to the next level. Nicky can’t keep up with him, but he’s always doing something in the background that’s still entertaining to the people. We learned that early on—how to keep the audience entertained.”

And entertaining is what Michael and Nicholas love best. Once, as they waited backstage for their second appearance on Rachael Ray, Testa asked Michael if he was nervous. “He looked at me, so confused, and he’s like, ‘No, why?’ He had no idea he should be nervous,” Testa says. “My heart’s about to jump out of my chest. There’s only a few hundred people in the audience, but millions are gonna see this. This kid is special—he’s just got it.”

Carmine Testa and his sons were the driving force, along with Tony Gemignani, behind Pizza Across America, a Slice Out Hunger event in which pizzerias around the country donated pies to local shelters and soup kitchens on National Pizza Day (February 9).

Maximizing the Luck For several years, various TV producers came up with their own names for the dough spinning team: the Mozzarella Fellas, the Dough Boys, etc. Testa went along with them until 2015, when he settled on a name that stuck: the Jersey Pizza Boys. “We needed a brand and an identity for them,” he says.

“When we did The Tonight Show With Jimmy Fallon in early 2017, I was adamant. I said, ‘Just so you know, we go by Jersey Pizza Boys now.’ That was the big nationwide introduction of the brand.”

It’s also the name of Testa’s second restaurant, which launched in Avenel to huge success less than a year ago.

Leading up to opening day, Testa used social media to create a buzz for the new store, posting behind-the-scenes videos of everything from bathroom renovations to installing the oven’s exhaust hood. “You would think that’s boring, but people watch that stuff,” he says. “We didn’t do any advertising when we opened. We just unlocked the doors, and it was a madhouse. We couldn’t answer the phones or offer delivery.

We just focused on the people who walked in.”

Then, last November, Dave Portnoy of Barstool Sports showed up and gave Jersey Pizza Boys a solid score. “I’m in Jersey City for 21 years, and Portnoy has never come to Carmine’s Pizza Factory,” Testa says. “But we’d made enough noise through our marketing in six months that he came and gave us a great score of 8.1.” Even better, Testa had scheduled his first direct mail push—5,000 mailers featuring the Jersey Pizza Boys menu—for November 23, which turned out to be the same day Portnoy’s video dropped. “That just kept our momentum going,” he says. “I know I’m a very lucky guy, but I also make sure to maximize the luck.”

“I know I’m a very lucky guy, but I also make sure to maximize the luck.”

— Carmine Testa With his mix of marketing savvy and occasional good fortune, Testa has created a brand that could easily travel beyond the Tri-State Area. He’s not sure whether the boys will make pizza their career, and he’s not pressuring them to do so—he wants them to go to college or trade school first. But the brand will live on either way. While Testa hasn’t changed the name of his Jersey City location, he has rebranded the menu as Jersey Pizza Boys by Carmine’s Pizza Factory. He’d like to open a third store in New Jersey, then look at expanding into other states, probably in the South. “People have moved all over from Jersey, specifically to North Carolina, South Carolina, Tennessee, Georgia and Florida, and they love Jersey pizza. I think the brand will really be a powerhouse in those areas.”

He’s unsure about franchising, but licensing the Jersey Pizza Boys name could be an option. And several investors have shown interest. First, though, he wants to nail down his system and processes. “I don’t want to take anyone’s money, because, God forbid, it fails, and you just cashed out your 401(k),” he says. “I can’t guarantee success yet. I’m a perfectionist. I need to open another location in another Jersey town, and if I can duplicate our success there, I’ll feel more confident with an investor who wants to open in Tennessee.

“For now,” Testa adds, sounding like the loving dad that he is, “I’m just focused on nurturing this brand.”

Rick Hynum is PMQ’s editor in chief.

MAY 2022 | PMQ.COM

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While covering the HostMilano show in Milan, Italy, last fall, Missy Green discovered a wealth of innovations that are reshaping the Italian pizza industry.

THE

GREAT ITALY RESET How COVID-19 delivered Italy from “wet” pizza and inspired a windfall of innovation.

STORY & PHOTOS BY MISSY GREEN

I

talians may have invented pizza, but it was Americans who came

up with pizza delivery. Putting a pizza in a cardboard box and bringing it to customers’ homes was first popularized in the U.S., where it became a model for the rest of the world.

MAY 2022 | PMQ.COM

31

Marco Morello, president of Morello Forni, says Italian pizzaioli are “revisiting” traditional Neapolitan pizza in response to the growing demand for delivery.

In Italy, meanwhile, pizza has long persisted as either a dine-in affair or an on-the-go street food. Classics like a traditional Neapolitan or a Roman-style square sold by weight are finished off in the oven just before being served hot and fresh. But all that changed with the rise of COVID-19 and the subsequent stay-at-home orders.

Revising Italian Culture Social distancing came in direct opposition to many aspects of Italian life, including the way people gather in groups to eat. Without customers dining in the store or passing by on the street, the minds behind the Italian pizza industry had to rethink how they create, bake and serve their most beloved food.

“One of the latest innovations in the Italian pizza industry is Contemporary Neapolitan pizza,” says Marco Morello, president of Genoa, Italy-based oven company Morello Forni.

He describes the innovative style as a “revisiting” of the Neapolitan product, one that better pairs with the modern demands for pizza delivery and increased takeaway.

“Classic Neapolitan pizza—which is a beautiful and fantastic product—loses its most important characteristics as soon as it’s put in a box for delivery,” Morello says. Contemporary Neapolitan pizza, on the other hand, has a longer cooking time, creating a product that’s crunchier, he adds. This enables the pizza to be delivered while preserving the esthetics of a true Neapolitan pie.

While Contemporary Neapolitan pizza was gaining attention before the pandemic, Morello notes that “it wasn’t that popular.” The pandemic helped it grow because it provided an opportunity: the ability to sell pizza for delivery at a time when restaurants were struggling.

Italian-born U.S. Pizza Team member Pasquale di Maio, the 32

PMQ PIZZA MEDIA | PMQ.COM

owner of Vesuvio’s Mobile Wood Fired Pizza in Minneapolis, names another benefit to the new take on the classic.

“Contemporary Neapolitan pizza is much easier to digest,” he says. “It has a higher hydration of 70% water and a longer fermentation time.”

Di Maio’s catering outfit brings the modernized pie to weddings, corporate events and other high-volume activities.

But he doesn’t distinguish between his version and classic varieties, and most pizzerias in Italy don’t, either.

A Silent Pizza Revolution?

Morello explains that, during the pandemic, pizzerias didn’t actively promote the fact that they had “evolved” their recipes, and the transition from Classic Neapolitan to Contemporary Neapolitan stayed largely under the radar. “Pizzerias during COVID were more focused on keeping their heads above water than they were on informing customers about their unique method of making pizza,” he says. “It was more important to actually make it than philosophize about how it is defined.”

While there was nothing dubious about this silent pizza revolution, it’s noteworthy that, for years before COVID-19, some Italian pizza makers had been challenging Neapolitan pizza’s stringent rules that define authenticity or “STG” (“specialità tradizionale garantita,” or “traditional specialty guaranteed” in English).

For example, despite STG’s requirements for “true” Neapolitan pizza to be cooked in a wood-fired oven, this is often simply impractical, di Maio says. “Working with a wood-burning oven is a very skilled job that requires a lot of training. An electric oven keeps a uniform temperature in every corner, making it much easier to adapt to employee turnover.” Moreover, changing environmental regulations paint an uncertain future for wood-burning ovens globally.

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U.S. Pizza Team member Pasquale di Maio demonstrated Italforni’s new Caruso electric pizza oven at HostMilano.

Contemporary Ovens for Classic Pies Of course, when delivering a pizza in its best state, the biggest challenge is controlling the moisture. Taking this into account, Italforni released the Caruso pizza oven at HostMilano at the end of last year. The oven was developed in collaboration with master Neapolitan pizza chefs and is positioned as “the first electric oven with the same performance as a traditional wood-burning oven,” reaching 986°F. Di Maio demonstrated the oven at the Milan-based restaurant trade show last October, hailing it as “the future of pizza,” in part for its ability to remove excess moisture. “When a pizza comes out of the oven, we normally put it right on a plate or in a box, and we know that the steam released from the bottom will impact the crust,” Di Maio says.

In contrast, the Caruso oven removes steam with an added final step: The pizza maker finishes off the pizza in a special chamber that blows hot air down from the deck and around the pizza, never losing the heat. “I’ve seen other solutions to control moisture, like using a textured plate to lift the pizza up, but you still get a steam layer,” di Maio says. “With this concept of ‘drying the pizza,’ the steam is removed completely.”

Boxing Up Traditional Window Displays Meanwhile, Italmil, creators of the airy and crunchy pizza base dubbed Scrocchiarella, adapted to the increased focus on delivery by coming out with a round 31-centimeter (12”) base that could fit into a standard pizza box.

34

PMQ PIZZA MEDIA | PMQ.COM

Scrocchiarella is made using a mother dough that the company has propagated for more than a century in Bergamo in northern Italy. Its formulation significantly reduces the time to prepare authentic pizza al taglio, the long, air bubbleinfused, puffed-up varieties of pizza often seen in to-go display cases around Rome and boasting an array of colorful toppings.

Made with a centuryold mother dough, a Scrocchiarella base reduces the time it takes to make authentic pizza al taglio.

Missy Green tries out a scooter mounted with the RedBox delivery system.

Last October, also at the HostMilano event, Italmil introduced a par-baked black Venus rice variety and a soft wheat Scrocchiarella base to help pizzerias produce highquality pizza in record time. “When you order a pizza in Italy, especially if it’s a Saturday night, it takes a very long time for your pizza to be delivered,” explains Matteo Bosio, product developer at Italmil. “These bases can help pizzerias deliver faster while keeping the quality high.”

Optimized Delivery Lastly, how a pizza is handled in transit makes a huge impact on how the final product is presented to the customer. With this in mind, Tuscany-based pizza tool innovator Gi.Metal released RedBox, a delivery system designed to keep a traveling pizza as fresh as the moment it came out of the oven for 30 minutes or more. The scooter-mountable box, which also can be installed in most cars, features a heating element to keep pizzas actively warm as well as humidity control to prevent steam buildup.

“The last mile is very frustrating for pizzaioli,” says Marco d’Annibale, CEO at Gi.Metal. “What we offer with the RedBox allows pizzerias to deliver their product hot and dry like never before.”

D’Annibale says the company had this innovation in the pipeline before the pandemic struck, but the emergence of the virus accelerated it onto the market. “What we see is that delivery isn’t going away. It’s become a habit for many of us, so quality in delivery is very important.”

For Morello, the pandemic taught Italy something that Americans learned a long time ago—pizza is one of the best products for delivery. “Here in Italy, we have sushi and hamburger places that offer delivery, too, but pizza is fast food par excellence for us,” he says. “It remains the No. 1 for Italians.”

Missy Green is PMQ’s overseas correspondent.

MAY 2022 | PMQ.COM

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PMQ PIZZA MEDIA | PMQ.COM

The Peach & Prosciutto Pie at Your Pie features a housemade honey balsamic glaze, added post-bake.

YO U R P I E

Sauces, spritzes and drizzles, oh my! Jazz up your specialty pies and other menu items with a little liquid love.

BY TRACY MORIN

A

dding a finishing sauce to your pizza may be the last step in the process, but that doesn’t mean

your sauces should be an afterthought. A simple drizzle here and a spritz there can easily take your menu items to the next level, separating your pizzeria from the competitor down the street and helping your menu items stay of-the-moment and full of flavor.

Want to make your own spicy honey from scratch? Myke’s Pizza shares a recipe in the digital version of this article at PMQ.com/get-sauced.

MAY 2022 | PMQ.COM

37

MYKE’S PIZZA

“In addition to our spicy honey, we’ve used a housemade harissa and also created a chili-citrus-espresso salsa for a recent pizza special.”

— Myke Olsen, Myke’s Pizza

“When looking at trends or unique ways to give our guests something new or different, the sauce we use can certainly hit the mark, adding extra flavor or eye appeal,” notes Drew French, founder of Your Pie, based in Athens, Georgia, with more than 75 locations nationwide. “Whether it’s blending something traditional with a new spin or adding a flavor post-bake to increase visual appeal, sauces are a great way to bring guests where they want to go.”

Need some sauce-spiration? Read on to see the many ways pizzerias across the country are incorporating them on standout specialty pies.

Pineapple Pizza

Salami Pizza

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PMQ PIZZA MEDIA | PMQ.COM

Spicy Spotlight Myke’s Pizza, Mesa, AZ At Myke’s Pizza, two pies on the regular menu feature a housemade, locally sourced spicy honey drizzle: the Salami pizza, with crushed tomatoes, mozzarella, salami and aged Gouda; and the Pineapple pizza, a spin on the traditional Hawaiian, with mozzarella, pork roll, pineapple and pickled jalapeños. “The honey is a subtle way to take traditional styles to the next level—it works exceptionally well on the Pineapple pizza, where the drizzle marries the sweet-and-heat combo of the fruit and chili toppings,” says owner Myke Olsen. “We use spicy honey to either complement or play up other flavors on the pizzas where they are featured.”

For the Salami pizza, Olsen notes, the chili flavor pairs well with the salami, while the sweetness amplifies the natural sweetness from the crushed tomato sauce. On the Pineapple pizza, the spicy honey melds with the sweetness of the pineapple and balances the jalapeños’ spiciness. “It’s the perfect finishing topping that ties the whole pizza together,” Olsen says. “We find sweetness and heat encourage customers to take that next bite.”

Olsen notes that the spicy honey can easily be added to any of Myke’s pizzas or other types of dishes, like wings, or sold as an additional dipping item for sides like garlic knots or simply for the pizza crust itself. “A side of spicy honey is a popular add-on item for our guests,” he says. “In general, drizzles and sauces are an easy way of adding combined or complex flavors to a pizza. In addition to our spicy honey, we’ve used a housemade harissa and also created a chilicitrus-espresso salsa for a recent pizza special.”

“An egg yolk drizzle is a fun finisher for any brunch pie, while a Calabrian honey or Fresno jam drizzle can add a little kick with just a drop.”

— Joe Liles, Baker & Brewer

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BA K E R & B R E W E R

Pistachio Pesto Pizza

Creamy, Sweet ’n’ Sour Baker & Brewer, Charleston, SC Executive chef Joe Liles of Baker & Brewer thinks outside the box when it comes to fun finishers for his pies. Two of Baker & Brewer’s best-selling pies are the Pistachio Pesto pie, topped with crème fraîche and dusted pistachios; and the Bacon, Egg & Cheese pizza, with panna, potatoes, local bacon, Gouda and a farm egg, finished with housemade chili maple syrup.

“An egg yolk drizzle is a fun finisher for any brunch pie, while a Calabrian honey or Fresno jam drizzle can add a little kick with just a drop,” Liles suggests. “The key to any finishing drizzle is truly to finish with it—make it the last item on the pizza so it doesn’t gunk up your pizza cutter!”

At Baker & Brewer, the Pistachio Pesto Pizza was created by its parent company, EVO Pizzeria, in 2005. Liles notes the unique combo has even scored national recognition. “Folks are very passionate about how much they love this pie,” Liles reports. “After the pizza comes out of the woodfired oven, it’s finished with housemade crème fraîche, then pistachio dust.

The crème fraîche adds a level of tangy sour that compliments the richness of the mozzarella and pistachios.”

Meanwhile, the brunch menu, served only on Sundays, is the one chance for customers to enjoy a farm egg-enhanced pizza—the Bacon, Egg & Cheese pie is drizzled with thin lines of egg yolk after baking. “The creamy texture this offers is what we all love about sunny-side up or over-easy eggs,” Liles explains. “But it’s just evenly distributed on the pie, as opposed to the normal pile of yolk.”

A Sauce Extravaganza Your Pie, Athens, GA Your Pie has added several limited-time pizzas that feature drizzles to add unique flavors. Here are just a few that have found impressive success on the menu: • Hot Honey Pepperoni Pizza, with marinara and mozzarella, blends pepperoni, sweet peppadew peppers, house-pickled jalapeños, and a sprinkle of feta, all topped with fresh chopped basil and drizzled with hot honey.

• Peach & Prosciutto Pie, with a base of olive oil and ricotta, is topped with prosciutto and a blend of mozzarella and Parmesan. Fresh peaches are added before being baked. Postbake, chefs add a pinch of fresh basil and a housemade honey balsamic glaze drizzle.

• White Truffle Pizza features a base of Alfredo sauce, along with shredded mozzarella, spinach leaves, and slices of Roma tomatoes and red onions. It’s then topped with slices of small mushrooms and large slices of portabellas and sprayed with truffle oil after baking.

• Chicken al Pastor Pizza features housemade avocadopineapple salsa, jalapeño and mozzarella, and it’s drizzled with smoked chipotle ranch and a squeeze of lime for a fresh burst of flavor.

• BBQ Chicken Bacon Ranch Pizza includes barbecue sauce and mozzarella, topped with chicken, bacon, cilantro, red onions and a swirl of housemade ranch dressing.

Several LTOs at Your Pie also featured similar drizzles on dipping sticks, salads or pastas. “Tastes are always developing and changing—some items, like sriracha, we introduced very early, before they were mainstream, while others, like truffle oil, are timeless flavors that our guests might not have ever tried before,” French notes. “We like to push our normal menu to give our teams and guests something new and exciting to try.”

French adds that a sauce is a great way to add a flavor impact— without a super-complex application. A balsamic glaze, for example, might require some prep time if made in-house, but applying it post-bake can greatly impact a pizza’s final flavor. “The missing link to a great pizza, a lot of times, can be in the sauce— and playing with different sauce combinations is a great way to expand your menu without adding a lot of SKUs to your back of house,” French says. “But, although I’m a huge sauce fan, more isn’t always better. It’s the balance of flavor that comes together, so that’s how we decide if we do a drizzle, spray or use the sauce as the main application.”

In terms of when to add the sauce—pre- or post-bake—Your Pie works on a case-by-case basis. “We will only do post-bake sauces if the oven really changes the desired flavor we are hoping to achieve, or if the color pop is such that we want to highlight it post-bake,” French says. “Experiment to see how the flavors change, develop and make your pizza creation come to life!”

White Truffle Pizza

“Whether it’s blending something traditional with a new spin or adding a flavor post-bake to increase visual appeal, sauces are a great way to bring guests where they want to go.”

— Drew French, Your Pie

YO U R P I E

Tracy Morin is PMQ’s senior copy editor and the editor of PizzaVegan.com.

BBQ Chicken Bacon Ranch Pizza

Hot Honey Pepperoni Pizza

MAY 2022 | PMQ.COM

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Standout food photography is a key feature of eye-catching direct mail pieces.

M EGA N F LY N N M A R K E T I N G

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PMQ PIZZA MEDIA | PMQ.COM

Direct Messaging Success with direct mail requires savvy strategies, from identifying the most appealing offers to knowing when/where to send them and analyzing redemption rates.

BY TRACY MORIN

W

ith email inboxes chock-full of promotional materials and physical mailboxes emptier than

they once were, now is a great time to use old-school direct mail for attracting new customers—especially in conjunction with other marketing approaches, including digital efforts. However, direct mail, like any marketing tactic, requires savvy strategies, from identifying where to send your postal pieces to analyzing redemption rates.

Read on for experts’ advice on crafting standout snailmail marketing from start to finish.

MAY 2022 | PMQ.COM

43

Hitting the Targets Audience targeting is crucial for a successful direct mail campaign, according to Megan Flynn, CEO of Megan Flynn Marketing in Washington, D.C. “You can have the world’s best direct mailer, but if you don’t send it to people who are likely to patronize your business, it won’t matter,” she says. “Take the time to identify who your recipients should be. If you have a new business or live in a transient area, it could be something simple—like targeting residents within a short walking distance from your location. But if you’re an upscale restaurant, it could be targeting households with a certain income or luxury apartment complexes.”

At Smokin’ Oak Wood-Fired Pizza, based in St. Petersburg, Florida, with five locations, a software program helps determine where current customers live and identify pockets of opportunity. “Maybe in certain ZIP codes, we don’t have guests in that area coming to the restaurant,” says Matt Mongoven, CEO and co-founder of Smokin’ Oak. “We don’t just mail to those closest to the store since they may be coming in already. Instead, we identify potential guests and provide them with compelling offers so they begin to try us—then we hope they come back in.”

Additionally, timing can be as important as audience when sending direct mail. Smokin’ Oak tends to mail when the restaurant is entering a slower period, such as between the holidays and springtime.

But at Pizza Ranch, headquartered in Orange City, Iowa, the strategy is to be in-market regularly—dropping into homes over the course of three to four weeks, which allows for the mail pieces to slowly saturate the market so the restaurants can give first-time guests a top-notch experience. “Our mail

pieces drop six times per year, with four to six weeks between each drop,” says Jon Moss, Pizza Ranch senior vice president and chief brand officer. “We try to drop between the middle to the end of the month, in hopes of covering at least one, if not two, pay periods in the households.” To determine where the mail pieces land, Pizza Ranch targets areas that match the demographics of its current guests.

Standing Out A successful direct mail piece combines style with substance—that is, eye-catching graphics alongside tempting offers and pertinent pizzeria info, all packaged in a way that reflects the brand and its values. “Capturing the essence of who we are as a brand, our direct mail features images of craveable food, friendly staff and guests enjoying their dining experience,” Moss says. “When we create a good direct mail piece, guests want to head straight to Pizza Ranch.”

Moss wants the recipient of each direct mail piece to immediately recognize the brand. This is accomplished by a consistent and intentional use of color, logos, fonts, graphic style and treatments—including great photography of Pizza Ranch’s food, staff and restaurants. “Giving appropriate visual weight to any element on the direct mail is essential, too—which requires balancing our messaging with the weight that each element deserves,” Moss adds. “That can be challenging when there are many features or benefits you want to hit, but the fewer the messages presented, the easier it is to increase impact.”

Flynn agrees that any pizzeria’s direct mail must feature strong photos, which should “create a feast for the eyes,” she says. “If a restaurant does not have truly great photos

“If a restaurant does not have truly great photos of its menu items, we strongly recommend investing in a photo shoot.”

— Megan Flynn, Megan Flynn Marketing 44

PMQ PIZZA MEDIA | PMQ.COM

Pizza Ranch uses consistent design elements, such as food photos, colors and fonts, to brand its direct mail efforts for instant recognition.

PIZZA RANCH

Important Info In addition to great imagery and design, direct mail should offer up any pertinent info and entice customers to visit.

Including a coupon or offer makes the piece more compelling and allows you to track return on investment, according to Flynn. “All of the information that a guest would need to visit our location or to place an order is included—address, phone number and web address are most important,” Moss adds. “The web address directs guests to their closest location to obtain additional information, including local specials, restaurant hours, and buffet hours and pricing.”

You can even use QR codes on direct mail, pushing guests to a specific landing page for more info.

At Smokin’ Oak, great graphics and food images attract attention, but tempting offers get new customers in the door.

“Our postcard is two-sided: the first side to grab attention as you’re sorting mail, and the other side with coupons and brand imagery, with a little map to show where to find us,” Mongoven says. “We give an expiration window of six to eight weeks, and we believe a 10% to 12% redemption rate is very good for direct mail.”

In terms of optimal offers, Mongoven draws upon his background in credit card financial services. Data showed that

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if a customer uses a new credit card three or more times, it most likely becomes their preferred card.

“We have a similar strategy, so our direct mail postcard provides three offers: a free pizza with the purchase of a regularly priced drink, a buy-one-get-one offer, and a buy-two-get-one offer,” Mongoven explains. “They can use only one at a time, so if they come in and we can provide a great in-store experience—with great food, service and environment—they’ll continue to come back without the coupons.” In other words, direct mail is designed to drive in-store traffic, offering the personal service not available online or through third-party delivery.

From the brand’s experience with mailings at different locations, Mongoven found that these are the three strongest offers to drive business. But the team also looks at postmailing data, such as where any new customers live and overall response rate, as well as response rate by carrier route and by coupon. “That way, we know what offers worked and which we should tweak,” Mongoven says. “We’ve even done creative testing to determine what pictures of pizza worked best!”

If you’re not sure where to start, consider working with a company that specializes in this kind of marketing. “Find a good partner to help execute your direct mail campaign,” Moss advises. “Direct mail companies will help to perform the targeting work, determining where your pieces will drop and what your schedule will be.”

PIZZA

Smokin’ Oak entices new customers to visit with high-value offers like buyone-get-one pizzas.

SMOK

of its menu items, we strongly recommend investing in a photo shoot.” But, Flynn adds, though having eye-catching photography and a strong design will help you stand out, it may not be enough to ensure your mailer doesn’t land in the trash. So also try tactics like using a larger size or an unusual premium fold to help ensure your mailer gets noticed and read by recipients.

For example, Pizza Ranch uses a jumbo-size mail piece (5.5” by 10.5”) that stands out when guests pull their mail out of the box. “Its oversize nature does not allow the piece to get lost in the other mail as a guest flips through,” Moss explains.

“It draws attention quickly to our product and creates the urgency to act.”

Tracy Morin is PMQ’s senior copy editor and the editor of PizzaVegan.com.

MAY 2022 | PMQ.COM

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The landscape of food is completely raw right now which gives us a new light and ability to create.

NYESHA ARRINGTON Celebrated Chef, 2022 Show Supporter

The Future of Food Begins at the Show The most trusted industry event is serving up solutions for the challenges you’re facing now, from staffing and retention strategies to menu and supply chain optimizations. Find what you need to capitalize on emerging opportunities at the 2022 National Restaurant Association Show.

Watch celebrated chefs bring culinary trends to life.

See leading products from more than 1,500 exhibitors to make your operation more profitable.

Learn unique approaches to efficiency and sustainability at the Kitchen Innovations Showroom — the largest in Show history.

Sample multiple years of the Food and Beverage (FABI) Awardee creations that are breaking new ground in taste, imagination, and packaging.

Explore specialty areas like The Bellavita Italian Pavilion, The Beverage Room, and Startup Alley to get ahead of industry trends.

REGISTER NOW

www.nationalrestaurantshow.com/why-attend

MAY 21-24, 2022 McCormick Place | Chicago, IL

COMPETITION AN Come join the U.S. Pizza Team in competition and camaraderie at the National Pizza & Pasta Show AND the Pizza Tomorrow Summit!

T

Winners of the Gluten Free Category at the Midwest US Pizza Cup in Chicago (from left): Leonardo Giordano (winner), Lenny Rago, Derrick Tung (winner), Gianni Gallucci (winner), Michael LaMarca, Gino Rago, Michael Wolf (winner)

he US Pizza Team will be hosting culinary and acrobatic events open to all pizza makers at both the NPPS in Chicago on August 23 to 25 and the Pizza Tomorrow Summit in Orlando, Florida, on November 9 to 10.

Both events will host a culinary category judged by experienced pizzaioli from the region, as well as a Freestyle Acrobatics competition showcasing the athletic prowess of our nation’s great pizza makers, all leading up to the Super Bowl of Pizza, the World Pizza Championships in Parma, Italy.

Stay tuned to USPizzaTeam.com for more details and registration info or email Brian@pmq.com.

ND CAMARADERIE

Michael Stevens of Palo Mesa Pizza in Arroyo Grande, California, was very excited to present his pie to the judges at the World Pizza Championship in Parma.

Michael Reyes-Casanova of Ynot Italian in Virginia Beach, Virginia, spun his way to gold at the International Acrobatic Pizza Spinning Championship in London hosted by Pizza TV.

Dave Sommers and his Apple 3-Ways pie vied for the European Pizza Championship in London ‘19.

Scott Volpe took 1st in Freestyle Acrobatics at the 2019 World Pizza Championship in Parma, Italy.

PRODUCT SPOTLIGHT

SPONSORED CONTENT

THE NATIONAL PIZZA SHOW Want to learn the secrets of Chicago-style pizza? Don’t miss the 8th National Pizza Show from August 23 through 25 in Chicago. It will feature up to 300 exhibitors and educational seminars focused on marketing and management, plus live demonstrations, guided pizzeria tours, intensive workshops, the Chicago Pizza Hall of Fame Awards, the New Products Showcase, the Chicago Pizzamasters Certification Program and more.

ENVYSION With the constant distractions that go into running your business, the last thing you want to do is review hours of video and piece them all together with your data for incident verification. Envysion gives you actionable insights into every layer of your business by integrating your cameras with existing tools. In mere minutes, you can identify, validate and resolve operational issues via one integrated platform.

NATIONALPIZZASHOW.COM

ENVYSION.COM

THRIVE POS With packages starting at $179 a month, managing pizza delivery with Thrive POS has never been more affordable.

Beyond just a POS system, Thrive features an array of pizza technology solutions. Every system includes online ordering, delivery and enterprise reporting at no extra charge. Other tools include a branded mobile app, driver app and automated loyalty marketing—all fully integrated with the POS.

SMILING WITH HOPE Smiling With Hope (SWH) Pizza in Reno, Nevada, offers 12”x12”, 22-gauge cold-rolled steel Sicilian pizza pans. The steel gives a perfect even bake and lasts a lifetime. Once offered by Allied Metal before that company went out of business, they’re the same pans SWH uses to make its famous pies. Each pan is cut to order, hand-bent and assembled in Reno. SWH creates hope in the lives of people with disabilities, and 30% of its staffers have cognitive disabilities.

BIT.LY/PMQ-THRIVE

SWHENTERPRISES.COM

Interested??

Scan me To send us an email

FREE MACHINE - FREE SERVICE - Huge margin

SIP SHINE Based in Michigan, Sip Shine brought to market the first Moonshine Cocktail in a can and now offers the Moonshine Slushy. Sip Shine has put together a program that offers free machines to restaurants and bars that use Sip Shine to make delicious frozen beverages. If you are interested in learning more about this free Sip Shine slushy machine program, you can simply scan the QR code in the picture or email nick@sipmoonshine.com.

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PMQ PIZZA MEDIA | PMQ.COM

PIZZA PACKET Pizza Packet provides portion-control single serve spice and Parmesan packets. Made with only premium quality ingredients, they’re a convenient, cost-effective way to provide added value to your customers and a more hygienic and sanitary option over dirty shakers and even plastic cups and lids. Products include Parmesan Cheese, Crushed Red Pepper, Garlic, Oregano and Italian Spice.

Custom blends and private label options are also available.

PIZZAPACKET.COM

VIDEO PRODUCT SPOTLIGHT

NEW WAVE SHRIMP New Wave Shrimp is the first of New Wave Foods’ plantbased shellfish products. Their delicious taste, texture and versatility will allow you to create signature dishes that captivate consumers. New Wave Shrimp works easily across your menu, fitting seamlessly into all of your customer favorites. Made from ethically sourced seaweed and plant proteins, it’s lower in calories and cholesterol-free.

SPONSORED CONTENT

CUBOH Cuboh consolidates online orders from platforms like Grubhub, DoorDash and UberEats into one easy-to-use tablet. This technology automatically sends orders straight to your POS without any mistakes or delays. No clutter, no hidden fees, and no confusion. Cuboh powers your pizzeria’s online orders so your restaurant team can stay focused on the job at hand.

NEWWAVEFOODS.COM

CUBOH.COM

Watch the video at PMQ.com/new-wave-shrimp

Watch the video at PMQ.com/cuboh

MENUWORKS MenuWorks’ mission is to provide restaurant operators with menus that are innovative, creative in design and unique in construction. Their menu experts will guide your team through the creative process to ensure that your menu is a reflection of your brand while utilizing menu optimization to increase your sales. Let the MenuWorks team build your restaurant a better menu!

KLEENPAK Kleenpak’s dispensing system for eating utensils is simple, reliable and ecologically friendly. It provides a single clean, hygienic knife, fork or spoon to each person when the white lever is pressed. The utensil does not drop to a tray or fall to the counter but remains with the handle extended until the diner takes their individual eating utensil in hand. Kleenpak offers both polystyrene and biocompostable cutlery.

MENUWORKS.COM

Watch the video at PMQ.com/menuworks

KLEENPAK.COM

Watch the video at PMQ.com/kleenpak

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PMQ PIZZA MEDIA | PMQ.COM

HOME OF THE PIZZA DESSERTS FAMILY STYLE “PIZZA” COOKIES & BROWNIES

BAKING GOURMET DESSERTS SINCE 1977 Our family has been making quality desserts for generations. Our Pizza Desserts—made specially for the “Pizza World”—are the perfect, no hassle dessert for any Pizzeria.

From Our Family to Yours

NEW! Candy Pizza Cookie MADE WITH M&M’S®

OUR PIZZA DESSERTS ARE…

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8 Inches / Family Style Fully Baked Conveyor, deck and conventional oven-friendly 2-minute heat & serve from frozen Served in a to-go box / plated for sit-down

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PIZZA INDUSTRY BULLETIN BOARD Pizza Packet - Ad1 - Bleed.pdf 1 3/8/2022 1:57:33 PM

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Characters Unlimited Inc.

Animatronic people, animals, fortune telling machines, love testers, and more.

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709 Foothill Ct. Boulder City, NV 89005

702-294-0563

www.charactersunlimited.com | www.zoltar.org ZOLTAR ©™ 2022 CHARACTERS UNLIMITED, INC. ALL RIGHTS RESERVED.

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PMQ PIZZA MEDIA | PMQ.COM

Call Now 800-783-0990 www.bestchoiceprinting.com

PIZZA INDUSTRY BULLETIN BOARD

PROOFING BOARDS

FLIPPIN’ GOOD DOUGH BOARDS, BOXES & TRAYS PROOFING BOARDS » Designed for use with standard proofing racks » Lightly textured surface » Can withstand temps -60o to 250oF » Safely holds heavy loads with no bending or sagging

DOUGH BOXES

DOUGH BOXES

» Fiberglass strength and durability outlasts plastic » Color matching available » Secure stacking with no bending or sagging » Easily cleaned in any standard or commercial high-temp washer » Snap-on lids and dollies available DOUGH BOX DOLLY

SUPREME & MARKET TRAYS » Resists scratching & shipping » Smooth, sanitary surface » Won’t bend or sag » Many colors & sizes available

Contact your preferred distributor to order.

SUPREME AND MARKET TRAYS

PH 800 458.6050 • www.mfgtray.com

MAY 2022 | PMQ.COM

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PIZZA INDUSTRY BULLETIN BOARD

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

THE ALL-IN-ONE BUSINESS INVENTORY APP

10” X 14”

8” X 10”

14” Round Teflon Coated Pan $12.00

Plastic Lids Available for Steel Pans

• Business ordering application designed specifically for the iPad

CALL FOR PRICE QUOTE ON OTHER STYLE PANS

P.A. PRODUCTS, Inc. BAKEWARE SPECIALISTS

(734) 421-1060 • tim@paprod.com 56

PMQ PIZZA MEDIA | PMQ.COM

• Allows for quick and easy ordering of inventory for your business SCAN HERE FOR

• E-mail your order to your vendor quickly and easily.

• Minimum requirement iOS Version 14.8 • Just $3.99 per month MORE INFORMATION

ORDERPILOTAPP.COM

PIZZA INDUSTRY BULLETIN BOARD

Car Signs

WHEN A WORK BECOMES A WORK OF ART A pizza-maker’s job is made up of moves and the many small details that GI.METAL has carefully pursued for more then thirtyfive years. Meeting the pizza maker’s needs has been our passion. This is the reason we design the strongest, most efficient and ergonomic tools that we then manufacture in Italy. This is our contribution to ensuring that your pizza continues to be a tasty work of art recognized throughout the world.

Spend your marketing dollars where it counts!

FIND OUT MORE

1-800-321-1850

Gi.Metal USA

Phone 630-553-9134 | Toll Free 800-952-8350

gimetalusa.com

SOUTH BUILDING BOOTH #3709

MAY 2022 | PMQ.COM

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THE PIZZA EXCHANGE

CHEESE

BAKING STONES

FibraMent Baking Stones The professionals’ choice for evenly cooked, perfectly crispy crust on pizza and bread. We offer a wide variety of stock sizes and custom options. NSF certified.

FibraMent.com | 708.478.6032

CHEESE SHAKER LIDS

COMPUTER SYSTEMS: POINT OF SALE

We help pizzerias compete with an integrated restaurant management system for engaging guests, mastering operations, and marketing like a pro.

Always be ready for the rush.

CHEESE

Request a demo at hungerrush.com/demo

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

The BEST Pizza POS OS OS The Fastest POS on the Planet The Easiest to Learn & Operate PMQ_January2019_1inchGraphicBox.indd 1 & Loyalty Online Ordering / Rewards Mobile Reporting/Enterprise Complete EMV & PCI Compliance

pmq.com/Recipe-Bank/ 58

PMQ PIZZA MEDIA | PMQ.COM

877-968-6430 PDQpos.com

12/17/2018 10:04:19 AM

PIZZA INDUSTRY RESOURCE GUIDE

COMPUTER SYSTEMS: POINT OF SALE

DOUGH

CRUST

DELICIOUS MADE-TO-ORDER BREAD AND PIZZA DOUGH

THE IRRESISTIBLE CRUST EVERYONE LOVES TO TOP-AND-BAKE!!

Old World Tradition with New World Convenience.

www.mamalarosafoods.com

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

• Non-GMO • Vegan • No added sugars • No saturated fats • Up To 80% hydration

PINSAROMANA.US

DOUGH BOWLS

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Be Inspired. Be Creative. Be Original.

Red, White, and Blue Pizza with Nutella®

Fried Pizza Dough with Nutella®

Breakfast Pizza with Nutella®

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

HOME OF THE PIZZA DESSERTS FAMILY STYLE “PIZZA” COOKIES AND BROWNIES

8-Inch Chocolate Chip Cookies and Brownies Fully Baked; Simply Heat & Serve The perfect dessert for your restaurant!

stellasgourmet.com info@stellasgourmet.com or 866.383.2444

MAY 2022 | PMQ.COM

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THE PIZZA EXCHANGE

DOUGH DIVIDERS/ROUNDERS, PRESSES/ROLLERS

FLOUR

A revolutionary ingredient of below and sign-off on the advertisement as shown or indicate changes in the changing thecolumn. way people Please return this signed proof to Stacie Dennison at either: enjoy Italian cuisine Email: sdennison@pizzatoday.com Carlo F. Pedone • 414.301.4245 • carlo@pinsaromana.us or Fax: 502-736-9518 Learn more about Pinsa Romana or attending the academy: pinsaromana.us • pinsaschool.com FOOD DISTRIBUTORS

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GLUTEN-FREE PRODUCTS Scan for Demo

PH 800 458.6050 • www.mfgtray.com • Contact your preferred distributor

Premium Flours Make Gluten-Free Tasty & Easy!

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

DOUGH TRAYS/PROOFING TRAYS HONEY

• Dough Trays -Standard Standard && Artisan Artisan Sizes Sizes – extremely – extremely durable durable and and airtight. airtight.

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The preferred dough tray of pizza operators in the US and Abroad for over 30 years!

Order by phone or online.

Call 908-276-8484.www.doughmate.com 908-276-8484...............www.doughmate.com

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R E E T, S U I T E 2 0 0 , L O U I S V I L L E K Y 4 0 2 0 3 • 5 0 2 - 7 3 6 - 9 5 0 0 pmq.com/Recipe-Bank/ 60

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PIZZA INDUSTRY RESOURCE GUIDE

MACHINERY/EQUIPMENT

MIXERS

4-Year Warranty on 10-150 qt. mixers!

MAGNETS

800-222-1138

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MIXERS

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

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MAY 2022 | PMQ.COM

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THE PIZZA EXCHANGE

ON HOLD MARKETING/PHONE SERVICES

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Best Choice Among Brand Name Mixers in the Market. HIGH QUALITY at a REASONABLE PRICE High Quality spiral and Planetary Mixers, Bread Slicers, Dough Sheeters, Meat Grinders, Dough Dividers/Rounders, Rotary Ovens and More!

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Spiral Mixers Capacity from 88lbs to 440lbs of Dough

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FlexiTop MOBILE HOT AND FROST COMBINATION SERVING COUNTERS MAY 2022 | PMQ.COM

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THE PIZZA EXCHANGE

PIZZA SUPPLIES

SAUCE

• Pizza Preparation and Delivery Products •

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

National Marketing, Inc.

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734-266-2222

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

TELEPHONE EQUIPMENT/SUPPLIES/SERVICE

PIZZA TOOLS

TOMATO PRODUCTS PIZZA TOPPINGS

GO PAZZO! Turn ordinary pizza into extraordinary with Margherita.

Visit SmithfieldCulinary.com/Margherita

TRADE SHOWS

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NOVEMBER 9TH - 10th 2022

PIZZA HALL OF FAME

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

IN MEMORIAM: DOMENICO DEMARCO The pizza community celebrates the inimitable founder of Di Fara Pizza—one of the original members of PMQ’s Pizza Hall of Fame.

BY TRACY MORIN Years before Pizza Hall of Fame inductions hit every issue of PMQ Pizza Magazine, there were just a couple of handpicked members.

One was the oldest still-operating pizzeria in the United States, Lombardi’s in New York’s Little Italy. The other was Domenico DeMarco.

Dom, as he was known, opened Di Fara Pizza—tucked into a corner on Avenue J in Brooklyn—in 1965 after arriving in the States from Caserta, Italy, and he kept it thriving until his death in March.

“Nobody has been more influential on the New York pizza scene,” says Scott Wiener, owner of Scott’s Pizza Tours in New York. “He showed that a simple slice shop can be transcendent. Dom singlehandedly elevated the New York slice by showing that it’s possible to make next-level pizza in a modest corner pizzeria.”

Dom was known for his painstaking, slow-as-molasses approach to pizza making: every piece of basil and shred of mozz arranged just so to craft a pie that was often hailed as one of New York’s best.

“Standing behind the counter with him at his shop was like being backstage at a concert,” recalls Tom Boyles, PMQ’s former editor in chief and current senior account executive. “People were three deep waiting on pizza, but no one was complaining—and Dom was in no rush. He would stop working on one pizza and look over in the oven, reach in (with his bare hand!) and spin the pan. When the pizza was ready, he’d pull it out, take a paper plate, grind cheese on an old manual cheese grater that was bolted to the corner of the counter 66

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and sprinkle it on top of the pizza, then use a pair of scissors to cut basil he grew in the shop window. With all the people waiting, I once saw him stop mid-pizza to answer the phone. He spent five minutes giving someone directions to the shop—and still no one complained.”

John Arena, owner of Las Vegas-based Metro Pizza, has similar memories. “Watching Dom work was a master class in the power of single-minded devotion to our craft,” he says. “Every pizza he made was an autobiography that told you all you need to know about the man, his values and his love for the people who passed through his doors. Dom elevated the humble New York street slice from a commodity to a minimalist work of art that inspired the public to appreciate pizza on a completely different level.”

Indeed, in an era when many believe time is money, Dom stood out for his insistence that some things were more important than either time or money. Or, as Dom said himself to The New York Times in 2005, “Pizza has become a fast food. My pizza is slow food. And if I made it fast, it wouldn’t be any good.”

Tracy Morin is PMQ’s senior copy editor and the editor of PizzaVegan.com.

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