PMQ Pizza Magazine September 2011 by PMQ Pizza Magazine

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pizzamagazine.com

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Online at PMQ.com September 2011 PIZZA TV: RECENT VIDEOS

PIZZA RADIO Pizza Radio host Andrew Abernathy asks the questions and you get the answers during weekly interviews with industry experts.

Ask the Experts Tom Carfrae Tom Carfrae, newest member of the U.S. Pizza Team and owner of Tomaso’s Pizza in Cedar Rapids, Iowa, discusses his award-winning Detroit Deep Dish pizza.

PMQ’s Biz Tip: Using Potatoes Don Odiorne, foodservice vice president at the Idaho Potato Commission, provides creative ways to incorporate potatoes at your pizzeria and demonstrates how they can be an affordable and easily prepared topping.

Theresa Nemetz Theresa Nemetz, founder of Milwaukee Food Tours, has brought pizza tours to Milwaukee. Hear about her inspiration and vision for the tour.

PMQ’s TOP SOCIAL MEDIA PICKS Social media is more than just Web-based chatter—it’s a marketing revolution! Whether running a “Big Three” franchisee or a mom-andpop operation, operators generate sales from steadfast Facebook and Twitter campaigns. PMQ editors monitor how industry professionals embrace social media and, in some ways, help write the rules for viral marketing. Here are some of our favorites this month:

Find PMQ at @pmqpizzamag. Find PMQ at facebook.com/ pmqpizzamagazine.

RubberCityPizza Today’s spotlight shines brightly on Tom, our Rubber City Pizza Employee of the Week! Tom’s work ethic... http://fb.me/I4cD4uah AQPizza Come to Movie Night—Finding Nemo! Monday, August 1, from 6 p.m. to 9 p.m. Bring the family in for another... http://fb.me/SP398aYl GustoPizzaDM Today Gusto showcases @DMSocialClub in our Social Share Monday series. Cheers! http://ow.ly/5Sfm9 (RT for a chance to win a $10 gift card) Pier Pizza Company What do you say when someone takes your cheese? Leave my provolone! Pier Pizza not only features provolone cheese on our fantastic subs, but on some of our delicious specialty Pier Pizzas. It’s a topping delight! Famous Pizza Tap water from kitchen...free, 5-gallon bucket...$3.99, having an intimate exit interview outside the back door of the pizzeria only to be showered with ice cold water while being laughed at by your coworkers...PRICELESS! Pedro got punk’d! Frankie & Fanucci’s Wood Oven Pizzeria EXCLUSIVE gluten-free pizza taste test this Thurs. in our Mamaroneck location! Stop in between 12-9 p.m. and try our scratch-made, gluten-free pizza before we put it on our menu. We want your feedback! Mention Facebook to your server. Dine-in only. Mamaroneck location only. Limit 1 free personal pizza per table. Pass it on! 6

PMQ Pizza Magazine – The Pizza Industry’s Business Monthly

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Table of Contents September 2011 On the cover 24 A Time to Rebuild TV In the wake of a devastating EF5 tornado, some Joplin,

Missouri, pizzeria owners decide whether to rebuild, while spared operators donate their time and charity to neighbors. By Andrew Abernathy

features 32 NRA’s Noteworthy SeeTVPMQ staff members’ top picks from

the 2011 NRA show in Chicago.

36 On the Menu: A Look at the Numbers In this final part of a two-part series, find out how menu

labeling appears on existing pizza chains’ menus. By Betsy Craig

38 7 Must-Negotiate Lease Renewal Points If you don’t own your building, here are seven things you

need to know before renewing your lease. By Dale Willerton

this rundown of vendors and events.

By Dr. S. John Barcay

for franchising. By David Wild

a great way to diversify your business and increase profits. By Missy Green

72 Striking Oil Learn how to choose, use and preserve different types

51 Pizza Theater With Juan Hermosillo TV Discover how to become a master pizza spinner with

what the future holds for the pizzeria industry. By Liz Barrett

68 Half-Baked Both take-and-bake and make-your-own-pizza kits can be

48 A Piece of the Franchise Pie Take this quiz to find out if your business is ready

Take a look at the state of the industry with PMQ’s annual Pizza Power Report. See industry and consumer trends as well as statistical insights. By Liz Barrett

64 2011 Industry Census Results The results of PMQ’s annual census offer insight into

44 Pest Prevention Learn how to prevent pest infestations at your pizzeria.

52 2011 Pizza Power Report

40 Orlando Vendor Preview Prepare for the Orlando Pizza Show this September with

lessons from U.S. Pizza Team member Juan Hermosillo.

of olive oils. By Cory Lewis

76 Behind the Scenes Meet the staff members behind PMQ Pizza Magazine.

To view any of the videos accompanying this month’s issue, go to PizzaTV.com and type “September 2011” in the search field.

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Departments 18 In Lehmann’s Terms: Counting Calories, Part 2

Tom “The Dough Doctor” Lehmann explains why you should take note of menu labeling regulations—even if you’re a single-unit independent.

20 New York’s Finest: Pesto Paradise Chef Santo Bruno demonstrates how to make an easy and delicious

basil pesto sauce.

22 Accounting for Your Money: Defusing Fees

Mike Rasmussen answers your questions about credit card and banking fees.

Meet a member of the U.S. Pizza Team each month in the pages of PMQ. This month, we feature our newest member, who recently won the American Pizza Championship, Spring 2011 in Milwaukee.

47 Meet the Team: Tom Carfrae

62 Pizza of the Month: Margherita The iconic Margherita pizza is time-tested and the quintessential

pizzeria menu item.

Coming Next Month

98 Time Capsule: Zaffiro’s Pizza & Bar Since 1954, this Milwaukee pizzeria has been cherished

for its extra-thin crust and casual atmosphere.

Pizza of the Month: Veggie Premade Dough: Learn the cost- and time-saving benefits of using premade dough balls and crusts.

Coupons: Some swear by them, while others shun them. Consider how couponing can affect your business.

POS: Learn about the latest in POS technology. Healthcare and Insurance: Help take care of your staff by exploring the best insurance options for your business.

in every issue

6 Online at PMQ.com

10 Editor’s Note

12 Letters to the Editor

14 Pizza Press

78 Product Spotlight

84 Advertiser Index

85 Industry Resource Guide

97 Resource Guide Advertiser Index

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Editor’s Note Liz Barrett Expecting the Unexpected When I was a little kid in Michigan, I naively thought it was fun when tornado warnings would sound; we’d all head down to the basement and watch TV for a few hours. As a youngster, I was oblivious to what could have been happening overhead; I was concerned only with what was in front of me at the moment. When we moved to California and earthquakes became the norm, I eventually took a nonchalant attitude toward them as well. When they’d arrive in the early morning hours, I’d simply stay in bed and ride them out; if they occurred during school hours, many of us just laughed them off. That all changed at 4:30 a.m. on January 17, 1994, when a 6.7-magnitude earthquake struck Northridge, California, just six miles from our house. I had fallen asleep on the couch the night before, so when the tumbler hit, and all of the electricity for miles around was lost, I didn’t know where I was until my mom called to me from upstairs. All I knew was that things around me were falling and I needed to avoid getting hit. We can plan months in advance for events such as this month’s Orlando Pizza Show. We can spend weeks poring over emails and data for the annual Pizza Power Report. We can even encourage you to sit down with your accountant at the start of each year and plan your strategy for creating a more lucrative business. But how do we help you prepare for something completely unexpected—something like what happened to the pizzeria operators and their staff members in Joplin, Missouri, on May 22, 2011. The U.S. Government (usa.gov) provides the following basic guidelines for emergency preparedness, and points to FEMA (fema.gov) and the Small Business Administration (SBA.gov) for additional assistance in putting together a solid emergency plan: • Perform a risk analysis of the most likely type of disaster you might have—think flood, fire and earthquake. • Protecting your business from disasters caused by natural hazards can involve a variety of actions, from inspecting and maintaining your buildings to installing protective devices. • Develop an emergency plan. Assign employees specific tasks. Practice these assignments. Simulate events that will help you perfect these plans. • Develop a recovery plan that includes employee contact numbers, alternate operating locations and backup suppliers. • Keep tax and payroll records, records of inventory and essential information at an alternate site. • Protect your data. If computers are vital to your business, back up your system. Make copies of essential information and store the disks in a safe place, preferably off-site. • Store minimal inventory. Keep three to five days’ inventory on hand. • Elevate or relocate. Raise computers above flood level and move them away from large windows. Move heavy and fragile objects to low shelves. • Develop a working relationship with emergency management agencies, local law enforcement, fire departments and building officials. As for me, I now live in Oxford, Mississippi, where warm summer months bring with them the familiar blaring of tornado sirens outside my house. The excitement of running down to a basement to watch television is now long gone; I’ve seen the kind of destruction caused by nature, and I know to listen carefully to its warnings. Until next time, my door is always open for your questions, comments and suggestions. Best Pizza Wishes,

On the cover: Joplin, Missouri, pizzeria operators join together in the wake of a devastating tornando. Photos by Andrew Abernathy

Liz Barrett Editor-in-chief PMQ Pizza Magazine

PMQ Pizza Magazine – The Pizza Industry’s Business Monthly

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Letters to the Editor Liz Barrett — A Publication of PMQ, Inc. —

Say Cheese!

Winner of 4 GAMMA Awards

We recently sent out a request on Facebook for our friends to send in photos of themselves holding an issue of PMQ Pizza Magazine. Check out a few readers below who answered the call, and don’t forget to send your photo to liz@pmq.com for a chance to be included here!

PMQ, Inc. Publisher Steve Green sg@pmq.com ext. 123

ISSN 1937-5263

Already a dedicated PMQ reader, Cliff Garzzillo is hoping to open his first VPN-certified pizzeria, Apizza di Napoli, in Aiken, South Carolina, early next year.

Thanks, PMQ!

Joel Garcia, a pizza maker for six years at Danny’s Pizza in Bethel Park, Pennsylvania, cooks up some pies with PMQ.

As a U.S. Pizza Team member and the host of Pizza Theater on PizzaTV.com, Juan Hermosillo loves to look back at his all-time favorite issue of PMQ (with him on the cover!).

We love your magazine and the hard work and dedication put into it; a lot of great information, guys! Via Facebook Bellshire Pizza Nashville, TN Who doesn’t enjoy a good love letter every now and then? We really appreciate all of the thanks we receive from our readers and are happy to hear that we provide the information you’re seeking. Please let us know if there’s anything you’d like to see in an upcoming issue by emailing us at editor@ pmq.com.

Co-Publisher Linda Green linda@pmq.com ext. 121 Director of Operations Stefanie Goodwiller stefanie@pmq.com ext. 124 editorial Editor-in-Chief Liz Barrett liz@pmq.com ext. 126 Managing Editor Tracy Morin tracy@pmq.com ext. 140 Associate Editor Andrew Abernathy andrew@pmq.com ext. 133 Design/Production Art Director Ellen Kellum ellen@pmq.com ext. 135 IT Director Bernard Rueschhoff IT@pmq.com ext. 139 Video and Web Editor Daniel Morrow daniel@pmq.com advertising Sales Director Linda Green linda@pmq.com ext. 121 Account Executive Clifton Moody clifton@pmq.com ext. 138 Account Executive Emeasha Mitchell emeasha@pmq.com ext. 127 administration Chief Financial Officer Shawn Brown shawn@pmq.com Circulation Manager Sherlyn Clark sherlyn@pmq.com ext. 120 Event Coordinator Holly Henning holly@uspizzateam.com ext. 129 Telemarketer Marie Johnson marie@pmq.com ext. 144 PMQ International PMQ China Yvonne Liu yvonne@pmq.com

Think Tank 2.0

PMQ Australia-NZ Tom Boyles tom@pmqaustralia.com

What’s the buzz? Log on to find out the latest industry buzz at PMQ.com/tt.

Pizza&Food Gabriele Ancona gabriele.ancona@pizzafood.it

When is a cheese pizza not a cheese pizza?

French Liaison Julien Panet jpanet@pizza.fr editorial advisors

Waitstaff duties…

Chef Santo Bruno Tom Lehmann Joey Todaro Ed Zimmerman

How old does a manager have to be? Who offers free Wi-Fi?

contributors

Thank You to Our PMQ Think Tank Moderators

Dr. S. John Barcay Chef Santo Bruno Betsy Craig Missy Green Tom Lehmann Cory Lewis Michael J. Rasmussen David Wild Dale Willerton

Daddio: Member since June 2006 Tom Lehmann: Member since June 2006

Rockstar Pizza: Member since June 2006 ADpizzaguy: Member since January 2007

We want to hear from you! Have a complaint, compliment or suggestion about something you’ve read in the pages of PMQ? Send your letter via email to editor@pmq.com with “Letter to the Editor” in the subject line, or mail to PMQ, ATTN: Letters to the Editor, 605 Edison St., Oxford, MS 38655. We look forward to hearing from you! Friend us on Facebook! Visit facebook.com/pmqpizzamagazine. Editor-in-chief Liz Barrett 12

Volume 15, Issue 7 PMQ Pizza Magazine 605 Edison St. • Oxford, MS 38655 662.234.5481 • 662.234.0665 Fax • linda@pmq.com 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.

PMQ Pizza Magazine – The Pizza Industry’s Business Monthly

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Pizza Press News and Views

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Like a Good

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Pizza’s Legislative Aid

While the U.S. Congress worked nights and weekends over the summer to shape legislation that raised the nation’s debt limit, some operators reported less debt, thanks to a jump in Capitol Hill’s pizzeria economy. For nearby pizzerias, such as Al’s Gourmet Pizza (alsgourmetpizza.com), Armand’s Pizza (armandspizza.com) and Pizza Boli’s (pizzabolis.com), there was no danger of default—just a steady influx of cash. United Arab Emirates newspaper The National reported that Boli’s, after a wave of orders from Democratic offices, saw sales jump 30% in late July. “Hey, it makes me happy,” joked manager Azzam Mohammad. “This budget problem is good for my budget.” National Public Radio reported that Al’s delivered more than 40 pies to Republican offices on more than one occasion. During an interview, employee Abdul Mohammed had little time to talk and no comment other than “They keep calling, and I’m very, very busy.” Armand’s Pizza, located just a few blocks from the capital, delivers pies to both sides of the aisle. Owner Ron Newmyer told CNN that, believe it or not, Republicans and Democrats have different tastes in toppings. “The Republicans favor a little more meat,” Newmyer explained. “There are more vegetarians on the Democrat side.” The finances of this country may be shaped by the men and women of the U.S. Congress, but these politicos are obviously powered by pizza!

Last April, PMQ visited the Smithsonian National Zoo in Washington D.C. to investigate a pizza playground on the verge of closing due to budget cuts. A part of the Kids’ Farm exhibit, the playground has been a family favorite since 2004; zoo officials and community members were on a hunt for sponsorship. And, like a good neighbor, State Farm Insurance donated $1.4 million last July in response to the fundraising efforts. However, the playground itself still needs a little tender loving care. “This is enough to keep the Kids’ Farm and the Pizza Garden open for five more years,” says parent and fundraiser Jamie Davis Smith. Park regular Steve Davis adds, “The zoo still needs about $100,000 to refurbish the giant pizza playground. I’m surprised a big pizza chain hasn’t offered to fund it.” See footage from PMQ’s visit to the pizza playground last April on PizzaTV.com.

PMQ Pizza Magazine – The Pizza Industry’s Business Monthly

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Domino’s Big Media Gamble If you think online reviews can be risky for business, try publishing your customers’ opinions in New York’s bustling Times Square. From July 25 to August 23, Domino’s Pizza (dominos.com) took this gamble in one of the delivery giant’s most daring marketing efforts to date. On a 4,630-square-foot billboard at the corner of 44th and Broadway, the company ran a live feed with positive and negative reviews from customers who, after receiving their pizzas, went online to rate and share their experiences with New Yorkers. More than 700 comments—with head-

shots submitted by customers from around the country— were published every day. Opinions, while mostly positive, ranged in content: In a matter of minutes, a California man wrote, “Wow, I just love your pizza,” while a Georgia woman “asked for extra jalapeños but only got three tiny ones on each slice.” The campaign, developed by Crispin, Porter + Bogusky, based in Miami, is another example of how the brand is engaging in extreme transparency. So far, the tactics have been working—the company’s secondquarter net income climbed 12% this year.

Milwaukee Munching Already popular in New York and Chicago, pizza tourism has hit the streets of Milwaukee! Part of Milwaukee Food Tours, the first pizza tour started in July and samples a variety of the city’s best pies. Founder Theresa Nemetz, who prides herself on Sicilian heritage, says her inspiration for the tour came from her love of food and the city. “I wanted to show off all the great pizzas we have, and I wanted to do something by bus,” she explains. “This way, the tour can keep going all Wisconsin winter long.” The bus tours start at the West Allis location of the Caradaro Club (caradaroclubpizza.com)—the first pizzeria in Milwaukee—and continue to a variety of top-notch pizzerias, including Classic Slice (theclassicslice.com) and Marchese’s Olive Pit (marchesesolivepit.com). Tours are led by Nemetz, a certified tourism ambassador, who provides historical insight, explains how Italian culture has shaped the city’s culinary landscape, and provides anecdotes about architecture and neighborhoods. The tour lasts for more than

Hear more from Nemetz at PizzaRadio.com.

three hours, and tickets cost $50. “There’s no better way to discover a city than by eating your way through it,” Nemetz says. September 2011 • pmq.com

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Pizza Press News and Views

ROSEMARI ZUPPARDO

Top: Organizers post a sign after selling out of pizza in one hour. Bottom: An eclectic mix of New Yorkers enjoy pies from across the city.

ROSEMARI ZUPPARDO

In only one hour, more than 200 pies were eaten by more than 600 New Yorkers and nearly $5,000 was raised at the 3rd Annual Slice Out Hunger fundraiser in New York in June, sponsored by Scott’s Pizza Tours and The New York Pizza Project. Profits were donated to City Harvest, a charity that benefits the city’s homeless population. Participants purchased $1 slices and $1 raffle tickets for prizes that included pizza books; pizza tours in New York and Chicago; pizza shirts; and a catered pizza party with Adam Kuban, founder of the blog Slice.SeriousEats.com. Pies were donated from acclaimed New York pizzerias, including 900 Degrees, Di Fara, Arturo’s, Grimaldi’s, Lombardi’s, Luzzo’s, Kesté, John’s Pizzeria of Bleecker Street, Two Boots and more. “Every year, the event gets bigger and better,” says Scott Wiener, founder of Scott’s Pizza Tours and coordinator of the event. “Support increases every year; we’re already talking about doubling our pie count next year and moving into a bigger space. I’m amazed at how quickly we ran out of pizza, but a $1 slice from one of New York’s top pizzerias is a hard deal to beat. I’m excited about where we’re going to take it next.”

ADAM KUBAN

NYC Hunger Harvest

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Special Delivery

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In Lehmann’s Terms Tom “The Dough Doctor” Lehmann

Visit PizzaTV.com to see more tips from Tom Lehmann.

Counting Calories, Part 2

Tom “The Dough Doctor” Lehmann discusses why you should monitor the new labeling laws. As I discussed last month in the first part of this article, there are changes coming our way in terms of nutritional declarations for pizzas and other products that you sell. Presently, Parts 11 and 101 of Title 21 of the Code of Federal Regulations (CFR) are under review concerning the proposed rules of “Food Labeling; Nutrition Labeling of Standard Menu Items in Restaurants and Similar Retail Food Establishments.” As the proposal in the Federal Register states, these rules are intended for establishments with 20 or more stores; however, in light of the attention currently being given to the obesity problem in this country, we’re sure to see states and municipalities adopt the new rules and impose them on all food establishments, including independently owned single-store establishments, within their borders. For this reason, everyone needs to be aware of these rules and regulations. You can download a copy of the Federal Register, Vol. 76, No. 66, which shows the proposed changes, at edocket. access.gpo.gov/2011/pdf/2011-7940.pdf. There are about 45 pages in this document, but the “meat” is contained in the last five pages. Additionally, you should be able to get more information, especially on the final rules (which are anticipated to go into effect mid-2012), from your state’s restaurant organization, and also from the National Restaurant Association (NRA) at 202-331-5900 or 800-424-5156. You can find further details and updates at restaurant.org/ menulabeling.

Are These Rules Applicable to Me? A couple of things can happen that might make these regulations applicable to everyone. First, when all of the chains are displaying nutritional information for 18

their menu items, consumer pressure may force independents to provide nutritional information as well. Or perhaps your municipality or state will make a move to adopt the federal rules, making them applicable to all restaurant establishments, and you will be forced into compliance even though you have only a single store. In reviewing the regulations, be sure to ask yourself: “How would this impact me, and how would I fulfill these requirements?”

Odd Regulations One oddity that exists in the present draft of regulations is that an entire pizza will appear as a single-serving item, requiring the full calorie count for the entire pizza be shown on the menu. But think about that for a minute: How many of your customers come in and order a single, say, 14” pizza, and eat the entire pizza themselves? In my experience, pizza is shared among two people or more, so why not provide the nutritional information for a single slice? This

would be done by simply dividing the total calorie count of the pizza (which you’re going to have to show, anyway) by the number of slices, which might be four, six or eight. Pizza companies that make products that are packaged and sold in grocery stores have the option of providing nutritional information on a division of the pizza (if sold uncut) or per slice when sold precut, so why should restaurants have to present the calories on the whole pizza? Think of the similarity between a box of cereal and a pizza: Both have the potential to be consumed in a single serving, but both are typically consumed in multiple servings. However, the box of cereal has its nutritional information indicated on a defined serving basis. Keep in mind that, in addition to developing the nutritional data via assay, a purchased software program or by nutritional professionals, the information must be displayed to the consumer in a prescribed manner (covered in the rules and regulations mentioned above). This might mean a redesign of your menu board, as well as a redesign of your table menus. You will also need to train your employees on how to respond to requests for additional nutritional information. Some are already doing all of this, but for others, it will be a learning experience—and just another cost of doing business. Thanks to the AIB Food Labeling Group for its assistance and guidance in developing this article. For more information, contact labelorder@aibonline.org.

Tom Lehmann is the director of bakery assistance for the American Institute of Baking (AIB). Need more dough advice? Visit the Dough Information Center at PMQ.com/dough.

PMQ Pizza Magazine – The Pizza Industry’s Business Monthly

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New York’s Finest Chef Santo Bruno

Pesto Paradise

See cooking demos by Chef Bruno on PizzaTV.com.

Pesto has plenty of variations, but here I share my definitive pesto recipe. Another month has gone by, and I hope you all had a great summer. This month, I’m going to write about pesto sauce. Many people make pesto sauce, but are they making it right? There are many ways to make pesto, so I hope the way I make it will make you happy. There’s more to pesto than basil! And pesto isn’t only for pizza, either; it’s great for pasta and when used as a dipping sauce, too. Have fun experimenting with it!

You’ll Need: 1 tbsp. salt

Mangia!

4 garlic cloves 2 tbsp. pine nuts ½ tsp. black pepper 2 oz. water 2 c. packed basil leaves ½ c. Romano cheese, grated 8 oz. olive oil

Directions: Put all ingredients in a blender and blend until coarsely ground. Makes 20 oz. Application suggestions: Use 8 oz. for 1 lb. pasta (use any type of pasta; simply cook, strain and mix with pesto). Use 18 oz. on a 19” pizza.

SLNY PRODUCTIONS

Chef Bruno and Rosemarie Ferrara from Marsal & Sons enjoy some pasta with pesto.

Chef Bruno is PMQ’s culinary advisor, with 40 years of international pizza experience. He is the corporate chef for Marsal & Sons, and the culinary coach of the U.S. Pizza Team. 20

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Accounting for Your Money Michael J. Rasmussen, CPA

Defusing Fees Learn how to navigate credit card and banking fees. additional batch processing fees, or statement fees—and the list goes on. Most merchants are not trained to monitor these fees, and since restaurants run on less than a 4% to 6% net income margin, a 3% to 4% credit card fee can be the difference in making a profit for the day!

Question: How can I protect my bank account from fraudulent transactions?

Answer: Question: Can I mandate a fee that’s passed on to my customers to account for excessive credit card fees?

Answer: In my research, merchants are restricted in charging any additional fees to customers specifically to recoup merchant processing fees charged by bank processors. Simply put, merchants have to bury the fees charged in the sale prices of menu items as an overhead cost. Lately, some merchants have started providing a cash discount of up to 3% for customers who pay cash for their menu items. This allows the customer to decide whether it’s worth saving the extra discount by avoiding using a credit card. I’ve taken some time to research this area of fees and can offer a couple of pointers. First, have your account statement analyzed immediately. Credit card companies are now so competitive and computerized that the fees charged are not for customer services but are basically a commodity—no different than cheese being bought and sold. Also, since the industry is so regulated, many of the improprieties have been flushed out of the system. Credit card processing has become a buyer’s market as long as the merchant service provider has a track record and processes through one of the top five processors on the back end. Therefore, have a few merchant service processors or agents explain the fees you’re being charged on your current statement; then, approach your current provider for any possible adjustments. Most credit card companies provide an adequate toll-free number to contact for any questions on processing, as well as online access to allow you the ability to review all transactions processed, normally for free, 24/7. Second, create a system to monitor the fees being charged to you on a monthly basis, comparing the original contract of scheduled fees to the resulting monthly account statement after transactions have been processed. Many times, there are hidden per-transaction fees when customers use a corporate card,

I’ve been advising restaurateurs to install a system to check banking transactions daily due to so many fraudulent transactions taking place—small-amount transactions that, if gone unnoticed because they’re not materially causing concern to your bank balance, can add up to thousands of dollars in total at the end of a month. And if your bank does not alert you to unusual activity, this can go on for months. You want the ability to electronically download a file to import into your accounting software that represents the total cleared transactions from the bank in a given date range. Most banks provide this service for free and enable the restaurant owner to monitor discrepancies in charges on a daily basis. Also, having the ability to view pending banking transactions allows you to stop the potentially fraudulent transactions before they become a cleared transaction. Inquire with your current banking institution about the online tools available regarding electronic capability of retrieving cleared transactions and its procedure of notifying you of irregular or unusual pending transactions based on your purchasing habits established over time. Many banks will have two services: direct connect, which is fee-based on a monthly subscription basis, or a Web connect feature, which is normally free but requires a few extra steps to retrieve the data. For example, I notify my bank before I travel in and out of state so that any transactions made at retail establishments or vendors that are not in proximity of my travel area are placed on hold via email or text until I phone the bank to confirm the unusual pending transaction. This simple check has saved me headaches and lost cash flow at least once a year over the past few years.

Have a question for Mike? Send it to editor@pmq.com.

Michael J. Rasmussen is the owner of Rasmussen Tax Group in Conway, Arkansas. Visit rasmussentaxgroup.com for additional insight into restaurant-specific tax strategies and technology programs.

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A Time to

Rebuild In the aftermath of a devastating tornado, some Joplin, Missouri, pizzeria owners rebuild, while others consider cutting their losses. Story and photos by Andrew Abernathy Six weeks after an EF5 tornado cut the city in two, the residents of Joplin, Missouri, were in the midst of a tremendous task— rebuilding their homes and businesses and, more importantly, recapturing a sense of normalcy. The process will take years. The May 22 storm was unlike anything the 49,000 citizens of this Midwestern city have experienced in recent memory. A funnel cloud cleaved a ground zero that stretches eight miles long and one mile wide though what was once a largely residential area. Aerial photos revealed roughly one-third of the city was demolished. In the aftermath, the Joplin Globe reported more than 8,000 homes and 500 businesses were destroyed by the 200-plus-mile-per-hour winds. More than 150 people died. A hospital was hit. Thousands became unemployed or homeless overnight. Lives were scattered. “Honestly, I’d never been so terrified in my life,” says Roger Hannifin, owner of Blackthorn Pizza & Pub. “I’m a Southern California kid—give me an earthquake over a tornado any day.” At least seven pizzerias—both independents and chains—were destroyed or damaged during the storm. Longtime community staple Pizza by Stout (pizzabystout.com) was flattened; only a billboard and the foundation remains. Joplin-based Cheezies Pizza (cheeziespizza.com), a franchise of the carryout chain, was severely damaged. The local franchises of CiCi’s Pizza (cicispizza. com), Papa John’s (papajohns.com) and Pizza Inn (pizzainn. com) were also destroyed or put out of business. Two Pizza Huts (pizzahut.com) were hit that night. At one location, two employees—manager Christopher Lucas and recently hired 16-year-old waitress Kayleigh Teal—were killed. Lucas, a Navy veteran, tried to take refuge in a walk-in refrigerator sealed with his arms and a bungee cable before he and Teal were swept away; three remaining workers and 15 customers survived the ordeal in the refrigerator thanks to Lucas’ effort. A week later, President Barack Obama honored the manager in an address at nearby Missouri Southern State University, calling him a hero 24

Watch interviews and footage from PMQ’s trip to Joplin, Missouri, on PizzaTV.com.

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(Clockwise from top left) Cheezies Pizza’s moderately damaged building was boarded up but not scheduled for demolition; the storefront sign was ruined but Cheezies’ street sign survived the tornado’s winds; while one of the two Joplin Pizza Huts was destroyed, one at the edge of the destruction zone received only moderate damage; Woody’s Wood-Fire Pizza was spared by the storm.

who, in times of danger, “said, ‘I’m willing to die so someone can live.’” Not all pizzeria owners suffered financial losses in the first days following the storm. Yet, out of necessity and compassion, charity abounded. When neighbors were in need, pizzeria owners outside of the destruction zone used their businesses to donate pizza, bottled water, emotional support or even alcohol; at least one offered short-term shelter for the newly homeless. However, for surviving businesses, sales have since gone up: Relief workers have caused a jump in catering orders. Also, the reduction in restaurants and the increase of residents living in hotels has increased same-store sales for some operational restaurants. When PMQ visited the partially destroyed city last July, it was evident that, like their neighbors, Joplin pizzeria owners’ experiences varied. Some lost homes. Others lost businesses. Many lost customers. Most will rebuild, while a few, fearing their customer base gone, may cut

their losses and leave. For most, a desire to rebuild and rebound is the uniting factor. These are a few of their stories.

Pizza by Stout Only a few days after the tornado, the community demanded the flattened Pizza by Stout on Range Line Road rebuilt. Even months after the storm, citizens posted regularly in a Facebook group called Rebuild Pizza by Stout, where young and old reminisced about the pizza, the vast beer selection and the made-from-scratch cinnamon rolls— a recipe that owner Joy Stout says her great-grandmother perfected before the Civil War. More than 3,200 Facebook users joined the group to express their empathy. The comments alone show that since opening in 1978, the restaurant has been dear to three generations of Joplin families. “In my mind, Pizza by Stout and Joplin are synonymous,” local businesswoman Rebekah Santiago wrote. “I just can’t imagine one without the other.”

Joplin native Craig Smith echoed her sentiment, requesting that the owners “please come home and be part of the community” once more. In reality, they never left. Rumors, many powered by the Facebook group, continued to multiply. “It’s the big question these days,” explains Stout, who inherited the business from her father. “Every time I go into town now, people are asking ‘Are you rebuilding? When are you going to bring back Pizza by Stout?’ There’s always a positive comment. The humanity is very touching.” Stout and her husband/business partner, Mike Monahan, weathered the storm at their home. While they’ve closed shop on Sundays for years, Stout had been in the pizzeria only an hour before the tornado to make tomato sauce for Monday’s lunch. It was the last time she saw her pizzeria in its complete state. Later that night, the couple drove through wreckage to check on their business—initially September 2011 • pmq.com

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“My home was ﬁne. I’d rather have lost my home than my business.”

expecting only broken windows, perhaps unpowered refrigerators. However, the only salvageable items from the wreckage were a few pewter salad bowls and a 30-year-old mechanical pony which, as they joke, desperately needs a trip to the vet. “We started seeing damage as we drove back. The closer we got to the pizzeria, the worse it got,” Stout says. “I didn’t even know there had been a tornado. My home was fine. I’d rather have lost my home than my business.” What’s unclear to many business owners in the destruction zone is how reconstruction will affect the neighborhood itself; the area now resembles a war zone more than a suburb. Many ask themselves: How will Joplin bounce back? With so many still in need of debris removal, it will be late fall before many business owners will start to break ground on new buildings. Although Stout and Monahan initially made plans to use their insurance claim to rebuild and restore the menu and building as close to the original as possible, just more than two months after the storm, the couple decided that without the necessary family interest, they will retire. In their view, Pizza by Stout needed to stay in the family or disappear altogether. On July 31, the couple announced on their pizzeria’s Facebook page, “After much consideration, it’s with regret that we will not be rebuilding Pizza by Stout. It has been our great privilege to have been blessed with the greatest restaurant staff anywhere 26

and wonderful customers, all of whom will be missed greatly.”

Cheezies Pizza Joe Culp, a franchisee of Cheezies Pizza, a carryout operation known for its large $4.99 pie, may never open the doors of his Joplin pizzeria again. A resident of nearby Neosho, Missouri, Culp owns the Joplin-based Cheezies as part of a three-unit franchise in a multiunit chain; he has operated his stores with his wife, Mandy, since 2007. The store lies on the edge of the destruction zone; many of the businesses on the opposite side of the street remain remarkably untouched. The damage to his building, which he rents, was moderate— broken windows and half an exterior wall ripped away—and the vast majority of his kitchen equipment was ruined, first from the tornado, then by the more than 10’’ of rain. While his insurance claims aren’t completely settled, it’s not the money that has Culp fretting over his next move. “Right now, we’re just waiting to see what Joplin is going to be,” he explains. “A good portion of my customer base is no longer here—or, at least, their homes are not here. We had a viable store here before. Right now, we just don’t have a timeline.” Like many small business owners in the community, Culp must consider the potential of rebuilding in the same location. It’s not a quick decision. While he may exit the Joplin market, it’s clear to

Culp that the situation could have been much worse. Two employees manned the kitchen that night, and both evacuated before the funnel cloud. Too, the influx of relief workers has actually driven up sales slightly at his other locations. He notes that the disaster has brought out the charity in Joplin; in the aftermath, contractors and friends volunteered their time to help clean his location. “I’ve never seen anything like this,” he says. “Churches, corporations and individuals have all stepped up incredibly to help those who have lost everything. I really can’t describe it.”

Woody’s Wood-Fire Pizza For husband-and-wife team Pete and Heidi Williams, owners of Woody’s Wood-Fire Pizza (782wood.com), life has become incredibly busy since May 22. Located in west Joplin, their family business was unharmed by the deadly storm. That evening, they’d attended their daughter’s high school graduation; the tornado struck while they were trying to gather their family of six after the ceremony. Pete notes that if his daughter hadn’t arrived 20 minutes late from returning her cap and gown and retrieving her diploma, they might have driven into the tornado’s path. “I attribute that to saving our lives,” he points out, adding cheerfully, “I’m never going to get mad at her for holding us up again.” However, like many residents, the Williams are an example of many small

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business owners trying to balance the demands of repairing partially destroyed lives and running a business. They found themselves among the homeless after the tornado, and salvaged only a few clothes and personal items from their destroyed home that evening. After assessing their damage and finding shelter with a relative, they started the nonstop process of rebuilding and offering aid to their neighbors. “It’s hard to put the pieces together. We just fed people if they needed it,” Heidi explains. “I don’t think that makes us special. Talk to anyone else here, and they’re all doing the same.” While they donated their time, pizza and good spirits to their neighbors, they too have received charity. Anonymous baskets appeared at their new rental home’s doorstep containing gift cards for hardware stores and essential goods. “The first 10 days were a blur,” Pete says. “We were running food to workers while at the same time I was running chainsaws. You just did what you could. I might use a chainsaw for cleanup for 30 minutes, then just talk to a guy for 30 minutes and maybe give him a hug.” Cleaning up their house and neighborhood required a tremendous effort; six weeks later, all that stood from their home was a chimney. But keeping up with the demand at their pizzeria was also challenging. While they can’t offer specific numbers, Woody’s has seen a “notable” increase in sales since the tornado. Regulars who came in once a week now dine three or four times. The lunch buffet has become popular with workers and those who now eat out most meals because they’ve lost their homes. “In 24 hours, it was like business went from here to all the way up here,” says Heidi, using her hand as a guide. “There are a lot of people who live in this town, and a lot of restaurants are gone.” Dealing with more customers (and misplaced customers) revealed challenges for their business and staff. Their pizzeria isn’t large: Woody’s can seat a little more than 50 in the dining room and patio combined, and they have nine employees. Also, it can be difficult to cheer someone up who has lost his home—they occasionally may even have to cut some off at the bar, they point out. “Our staff has been great,” Pete says. “People always ask, ‘Why don’t you expand?’ Or ‘Why don’t you get a bigger building?’ But I always tell them, 28

(Top to bottom) Joe Culp, a franchisee of Cheezies Pizza, hasn’t decided if he’ll reopen his Joplin location; Woody’s, a family business that escaped tornado damage, is run by Heidi and Pete Williams, with help from their children and a few longtime staff members.

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it doesn’t take a big building—it takes a staff that knows what they’re doing.”

Blackthorn Pizza & Pub Blackthorn Pizza & Pub owner Roger Hannifin spent the early evening of May 22 watching the tornado from the rooftop of a friend’s apartment only three blocks from the destruction path. To this pizzeria owner, the scene was shocking—almost paralyzing. “It will never be the same as it was before,” he says. “Hopefully, we’ll be stronger because of this, and Joplin people are strong; that’s why I live here.” A former sound engineer, Hannifin has owned and operated Blackthorn for more than 10 years. The pizzeria and Irishthemed pub is a popular late-night concert venue in downtown Joplin, with a closeknit core of regulars. However, that night was one of his most memorable to date. As victims started to show up, Hannifin opened his doors and kept his cash register closed. Over three days of this charity, his financial loss, which he keeps to himself, ballooned. “We’re normally closed on Sunday, but we opened up anyway because there was nothing else we could do,” he says. “All the booze was free, and we put out pizzas so people could eat. People were actually spending the night here because, at that point, they had nowhere else to go. Monday night and part of Tuesday, it was the same way. Some people didn’t have anything, so we didn’t charge them.” In the short term, Hannifin and his staff offered shelter, food and drink to their neighbors. However, long-term, they’ve made plans to help individual community members, many of them customers. Throughout the summer, Blackthorn has collected donations and hosted concerts to raise money for tornado victims. Additionally, he’s used his connections in the music industry to throw fundraising concerts at different locations around the country; they plan to donate portions of this fund to different individuals and groups. “Blackthorn is an institution—people know they can come here and it will be a home away from home,” Hannifin explains. “The people who had nothing before are doing well, and the people who had a lot of insurance are doing well, but there are a lot of people stuck in the middle.” Like Woody’s, Blackthorn experienced increased sales due to the influx of relief workers following the tornado. While there’s no end in sight for his fundraising 30

(Clockwise from top left) Roger Hannifin, owner of Blackthorn Pizza & Pub, was one of many business owners in Joplin who helped the misplaced; six weeks later, many neighborhoods still stood in rubble; multiple relief stations offered free food and water for volunteers; local businesses on the edge of the destruction path offered free supplies to relief workers; as a sign of optimism, wood artists carved statues out of trees in front of the severely damaged Joplin High School; former possessions sit among the remains of ruined buildings.

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efforts, Hannifin wants to continue to use his business to help take care of his customers. “I live in this town because it’s an easy place to live,” he says. “People are real here. I think an insurance adjuster at my bar said it best: ‘Joplin knows how to throw a disaster.’ He’d never seen such hospitality. He had trouble adjusting houses because he would arrive and it’d already be cleaned up.”

Reconstruction Despite challenges, by early July, the cleanup of Joplin—albeit far from over— had gained an optimistic level of momentum. Droves of volunteers continued to appear to clear wreckage. Some businesses at the edge of the destruction still hung banners offering free food and water to relief workers. Woodcarving artists transformed ruined trees at a partially destroyed high school into sculptures of birds and bears. On more than one ruined building, people had spray painted “God bless Joplin” and “We will rebuild.” A federal presence remained—efforts by U.S. Army Corps of Engineers, and the Federal Emergency Management Agency,

brought manpower and temporary shelter for the misplaced. The federal government promised to pay for 90% of debris removal until August 7. To celebrate Independence Day, Mayor Mike Woolston ordered flags raised to full-staff for the first time since the disaster. Many citizens also expressed their patriotism by hanging American flags on walls and in treetops on partially cleared lots. That night, there were fireworks and country-western music and bouncy castles for children. Gradually, neighborhoods were turning from fields of wreckage into rows of concrete slabs. Reconstruction continues. There are still uncertainties and frustrations, but other pizzerias destroyed on May 22 may rebuild in time. Corporate- and franchisee-owned chains have shown interest and held fundraisers. An area Domino’s Pizza (dominos.com) accepts donations for victims at the counter. A Papa John’s location sold gift cards to raise money for tornado victims. For one day in early June, both CiCi’s Pizza and Pizza Hut separately gathered Midwest franchisees to donate a portion of a

day’s sales. CiCi’s announced a donation of $10,000 to the Joplin Salvation Army. Pizza Hut gave an undisclosed amount to the area United Way. Some franchisees have ensured that workers still have jobs: Bridget Lough, a Pizza Hut shift manager who was among the survivors the night Lucas and Teal died, explained that many of the employees from her old store were transferred to work in nearby Webb City. For Joy Stout, the Pizza Hut tragedy hit hard—Teal had applied for a job at her pizzeria only a few weeks earlier but had been turned away from the English-style pub because of her age. “If I’d known,” Stout reflects, “I could have saved her life.” Still, for most, the main struggle remains finding a balance between their old and new Joplin way of life. “There’s a clear definition between north and south Joplin now; those on one side of the damage and those on the other,” says Pete Williams. “But this is our home. This is home.”

Andrew Abernathy is PMQ’s associate editor.

September 2011 • pmq.com

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NRA’s Noteworthy The NRA Show in Chicago offers a slew of eye-catching products—we bring some of our faves from the show floor to you.

See exclusive footage from the show at PizzaTV.com.

Each year, the biggest restaurant show in the country converges upon Chicago’s McCormick Place and dazzles attendees with a dizzying array of products and services for operators. Held May 21 to 24, this year the show attracted nearly 58,000 registrants who perused 515,000 square feet of booth space occupied by more than 1,900 exhibitors. And as we at PMQ stalked the show floor, a few booths really jumped out at us for their uniqueness, ingenuity or simply good taste. We present this roundup of some of our favorites.

Steve Green, publisher I have a clear plan at shows; I go to every booth and look at everything through a pizza lens. I think about every product, “How can this help sell more pizza?” from an operator’s perspective. Because pizza is only about 10% of the restaurant business, I’m honed in. I’m hunting for good ideas for the magazine so that if pizzeria operators miss the show, at least they have someone out there thinking about pizza on their behalf.

My Picks:

That’s a Min’ima Purse + Handbag Stand

Cres Cor HotCube3 The Cres Cor HotCube3 could be used to cater an entire event, in my opinion. It uses 120 volts indoors and can switch to propane for outdoor use (up to eight hours) by just flipping a switch. It has a definite pizza application (it can hold probably 10 pizzas at a time) and offers swivel casters so you can move it around. The HotCube3 received a Kitchen Innovation Award at the show, which means it’s pretty special. And it’s big and red—to me, that says to customers, “hot pizza”! 877-273-7267, crescor.com 32

Jenni Bair, marketing manager at Hobart, poses at NRA with a cake in the shape of her company’s mixer, created by the “Cake Boss,” Buddy Valastro. Watch Valastro create the cake at PizzaTV.com

I find the story behind the Min’ima Purse + Handbag Stand interesting —it comes from a Los Angeles interior designer who has designed for celebrities. This is a product she made specifically for the restaurant industry: a place where women could hang their purses. I could see this being useful in upscale restaurants; as the designer told me, in fancy places, women don’t only want to protect their purses—they want to show them off. 310-205-2567, carolynbaylon collection.com

cake!

Stoveshoes I saw Stoveshoes at the show about a month after having to rent a pallet truck to move the Marsal & Sons oven we have at the office. These allow you to push around a heavy oven easily—they ought to come with every oven! It’s a practical and simple idea that’s not expensive. In a pizzeria, usually, once you put an oven in a certain place, you’re stuck with it; these let you move the oven around for cleaning or remodeling. 319-366-1485, stoveshoes.com

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Clifton Moody, account executive I look for products and food items that stand out, things that wow me. I want to see something different that hasn’t been done before, and I like to know the story and history behind a product. Overall, I want to see originality.

My Picks:

Holly Henning, event coordinator

Peppadew Piquante Peppers

I look around for what’s new or things I haven’t seen before. And, because of my work with the U.S. Pizza Team, I look for products that will work for them—things they can use in their pizzerias or promote. Anything that can benefit the team and the industry catches my eye.

The story behind Peppadew Piquante Peppers was fascinating to me—how a man found this plant in South Africa and now it has become a sensation. But I liked the product even more when I tried a pepper; they’re spicy and sweet all at once. They’d be great for pizza—you can even eat them right out of the jar without cooking them at all! 908-5809100, peppadewusa.com

Wow Brands This kind of product is tempting to kids and adults like me. Jelly Belly meets the freeze—Wow Brands was huge at the show with its frozen desserts that used Jelly Belly flavors. They had ice cream, frozen yogurt, sorbet, frozen carbonated beverages, shakes, smoothies and more! All the flavors and colors really stood out, and the variety was great. 310-353-5757, wow-brands.com

My Pick:

Thrust Electric Bikes Eagle Armor Security surveillance system Eagle Armor Security surveillance system really impressed me because it connects with a POS; I’d never seen anything like it. You can see everything from all angles, which you can use to make sure customers don’t steal, that staff treats customers right, or that employees aren’t giving food away. 312-970-1738, eaglearmorsecurity.com

I’ve never seen anything like Thrust Electric Bikes; they’re really unique. They’re eco-friendly because of the electric motor, which runs on lithium batteries. They have storage to put food in, and I can see the bikes being great for areas where there’s a lot of traffic. You can even put your logo on them to personalize them to your company, so these bikes will definitely help customers notice you! 714-546-7117, thrustelectricbikes.com

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Tracy Morin, managing editor In general, I tend to notice food and drink items—and heartily sample both as I walk the floor. I also can’t help but notice booths that have a crowd gathered around them, or new ideas that offer practical solutions for diners and/or operators. And I’m always thinking about trends—what do the booths cumulatively tell me about what’s hot right now?

My Picks:

Rozendal Botanical Vinegars

Ayala’s Herbal Water I could picture these in a trendy sitdown pizzeria—served in a champagne or wine glass to up the wow factor! Sometimes diners don’t want to drink alcohol at a restaurant, and a lot of pizzerias don’t serve alcohol. But that shouldn’t mean customers can’t enjoy a beverage that’s every bit as sophisticated as a cocktail. Enter Ayala’s Herbal Water. These sparkling, herb-infused waters are available in 25- or 12-ounce bottles, have no calories or preservatives, and have a light, crisp taste (six flavors are available; I loved the Lemongrass Mint Vanilla). 610-668-4000, herbalwater.com

If I see olive oil or vinegar on the show floor, I’m likely going to sample—but these Rozendal Botanical Vinegars kept me at the booth for a while, thanks to the original flavors and great taste. Available in four herb-infused varieties (the Hibiscus and Lavender are amazing), these can be used for marinades, reductions or dressings; they’re aged 12 years and handcrafted in South Africa. 954-609-1539, iheartoliveoil.com

Edibles by Jack This is the sort of product that catches my eye: Edibles by Jack The Edible Asian Spoon. These were invented by Boston-based caterer Jack Milan almost 15 years ago, but only recently he decided to try self-distribution; he’s now peddling his unique product nationwide. The spoons would be great to create unique appetizers, or to hold salads, desserts, etc.—I think if customers saw these on a menu, they’d order them for novelty alone. They come in 10 fun flavors, such as Coconut Curry, Parmesan Basil, Chocolate and Italian Herbs. 617-884-3791, ediblesbyjack.com

Sophie’s Kitchen Vegan Seafood In my opinion, not enough companies offer “seafood” that is veggie-friendly, and even fewer make mock seafood that tastes good. So, as a vegetarian, I was intrigued by Sophie’s Kitchen Vegan Seafood at NRA. The line was created for the founders’ daughter, who’s allergic to seafood, and includes calamari (an Italian restaurant staple), shrimp, prawn, fish filet and breaded shrimp. I’m also very excited that they’re soon adding crab cakes and scallops to the list! 877-464-0732, sophieskitchen.net

The Smoked Olive I’m a sucker for anything smoked, and the flavors of these The Smoked Olive oils blew me away. Use them while cooking and add delicious depth to dishes; or just use them for dipping bread and let the product’s flavor shine. The creators invented a new process that imparts wood-smoked flavor without degrading the extra-virgin olive oil through exposure to light, heat or air. Regardless of the science behind them, all three—bold Sonoma, light Napa or spicy Santa Fe Chili— are delicious. 707-360-5226, thesmokedolive.com

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On the Menu: A Look at the Numbers In part two of this two-part series, we take a look at what the new menu nutrition labeling laws could mean for your menu. By Betsy Craig As I began to write last month’s article about menu labeling, I thought it would be easy to include examples of what pizza concepts should do to properly analyze their pizza and figure out the details of the pieces and parts. However, in my research to see what’s out there among the leading pizza concepts for calorie counts, nutritionals and how to configure a simple pizza, I found that the current situation is anything but simple. I was quite surprised by the lack of standardization; evidently, this process is more difficult than it looks, and various kitchens have come up with various procedures. The confusion and variance most likely arises from people making their best efforts, and not from any deliberate attempts at deception.

Setting Industry Standards Current proposals from the Food and Drug Administration (FDA) would require calorie counts to show one serving as equal

(Based on information available online as of July 1, 2011)

Concept

Serving Size

Pizza Hut

1 slice = 1/8 pizza, 14” hand-tossed crust

Domino’s Pizza

1 slice = 1/8 of a medium pizza, hand-tossed, with “regular” sauce and cheese

Papa John’s Pizza

1/8

of a 14” pizza

Little Caesars

1/8

of a 14” round Hot-N-Ready pizza

Noble Roman’s Pizza

1/8

of a 14” pizza

Casey’s General Store

“Per slice” on a medium pizza

Papa Murphy’s

1/10

of a 14” large pizza

Godfather’s Pizza

1/10

of a 14” large pizza

CiCi’s Pizza

1/10

of a 15” pizza

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to an entire pizza. However, since there is no industry-standard serving size yet, I uncovered a clear trend that represents convergence. A “standard regular crust” that’s 14” in diameter, with moderate amounts of sauce and cheese added, is the baseline reference, and the nutritionals are fairly easy to compute (even by hand!). Slice the finished pie into eight pieces, and you can declare one slice to be one serving. The listed per-serving data is therefore 1/8 of the whole pie. This appears to be a reliable common practice for the industry to pursue in the near future. Obviously, this formula ignores the complexity of different toppings and combinations, but we have to start somewhere. I created the table on the previous table to compare the various methods of how leading pizza concepts report their nutritional data; you’ll see that most of them follow the 14” standard introduced above. Papa Murphy’s Pizza (papamurphys.com) calls a serving 1/10 of a pie (the family size), and those per-slice numbers still come out relatively high. I’m not sure how many slices I personally cut from a PM pizza, but I do not think one would fill me up or feel like a full serving. Also, for CiCi’s Pizza (cicispizza.com), the serving size is 1/10 of a 15” pizza. Once again, that seems like a small (and not quite credible) slice for the average adult. For me, the Domino’s Pizza (dominos.com) nutritional information was by far the hardest to figure out; it listed every single part of the pizza as a separate item. Even with a calculator, it was difficult. The information lists everything numbered out for an entire pizza, but calls a serving 1/8 of a medium pizza, so you have to add everything up and then divide by eight to determine perserving information.

What’s a Serving? It would help the entire industry if the people who analyze pizzerias’ menus and nutritionals all played by the same rules. For me, as a consumer, at most of the concepts I looked at for this article, it would take a few slices to constitute a full serving and

satisfy without being gluttonous. The FDA does have serving sizes and regulations for the retail end of the industry, and I think adopting those same regulations for restaurants is the best practice for pizza restaurants and their customers. (If you’re interested in learning more, Google “FDA RACC.”) Even for industry segments with well-known container sizes, there’s a lot of room to transform the numbers. For example, the beverage industry has a history of making the per-serving numbers look good by listing a serving size as “X ounces” with multiple servings per container, such as “2.5 servings” per container. Maybe this is the new math, but it seems unnecessarily complex. I’ve been around a number of great industry people during the last few weeks and had many different conversations oneon-one with owners, operators and others who have a strong interest in the continued success of their chains. It became abundantly clear to me that most, if not all, want to do the right thing: present the numbers clearly, honestly and with the utmost confidence. It was also clear that most concepts are challenged by trying to know how to properly provide this source of information. And that’s where a trained staff member or hired service will be worth their weight in mozzarella! Today’s diners are much more informed and knowledgeable about nutrition. They will request your numbers, and if they see results that seem too good to be true, they’ll know they are just that. Plus, you can win more loyal customers through transparency and accuracy. Above all, my advice: For anything you put your name on, you need to be ready to stand behind it—even a calorie count. It’s part of your brand, your concept and your reputation, so this is not the area to pinch pennies.

Betsy Craig is the owner of MenuTrinfo, a full-service solution for menu analysis. She can be reached at 888767-6368 or through menutrinfo.com. September 2011 • pmq.com

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7 Must-Negotiate Lease Renewal Points Renegotiating your lease? Pay attention to these seven considerations before you sign. By Dale Willerton If you don’t own the building in which your pizzeria is housed, there will come a time when you need to renegotiate your lease, which can be a stressful process for some business owners. You want to make sure that you’re getting the most from your current lease while also trying to keep your rates from increasing. Read on to learn my tips for a successful lease renegotiation.

1. Rental rate Rents don’t have to naturally go up when you renew your commercial or retail space lease; in fact, it’s possible to get a rent reduction when you negotiate a lease renewal. Since most pizzeria tenants don’t want to move (they prefer to renew their leases), the process of negotiating a rent reduction can be challenging but financially well worth the effort. To negotiate a rent reduction, start the process early (thus allowing ample time for back-and-forth discussions with the landlord) and create competition for tenancy (by shopping around for other vacancies and collecting written offers from other landlords to use as leverage in negotiations).

2. Tenant allowance Tenant allowance is inducement money paid by the landlord (normally to first-time tenants) to offset the cost of leasehold improvements to the premises—and the allowance normally is not paid back to the landlord. But so many tenants miss out on a tenant allowance when renewing because they don’t know it’s negotiable. If you need to do renovations (painting, reconstructing your kitchen, knocking down a wall to expand your dining area, etc.), then you can justify negotiating for a tenant allowance on your lease renewal.

3. Security deposit If you gave the landlord a deposit on your first lease, maybe you should be getting that deposit back now. The deposit is worth negotiating. Remember, you may not be a security risk at all, especially after faithfully paying the rent for five or 10 years. Why should the landlord get to keep your deposit money, especially into the lease renewal term? Note that deposits are not legally mandatory.

4. Personal guarantees Many pizzeria tenants give a personal guarantee when initially signing their commercial leases, but is this really necessary on 38

lease renewals? Look at how much money you’ve already paid the landlord in rent. The truth is, the landlord no longer has any risk; he has been fully paid out over many years. The recession has hit the restaurant industry hard over recent years; many tenants without personal guarantees on their commercial leases were able to walk away to toss dough another day without going into personal bankruptcy.

5. Lease renewal options If you plan to sell your pizzeria, you may want lease renewal option terms for three, five or even 10 years. For someone to pay you top dollar to buy your pizzeria, he usually wants the real estate or the location to be secure, and that means a

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long-term lease or lease renewal option clause. You can live without a renewal option clause, but it’s better to have one to three lease renewal option terms.

6. Percentage rent Not all pizzeria tenants are paying percentage rent, defined as a formula for calculating an increase in rent above a preset sales volume (i.e., once sales exceed a certain volume, rent increases), but if you are, it can be negotiated by changing the percentage or the breakpoint. It’s not easy, but it’s worth trying if you are in the fortunate position of doing well in your business.

7. Signage, parking and miscellaneous Properties change over time, and tenants discover things they should have negotiated when they signed the first lease. Available property signage and parking spots are just two examples; because this is finite, waiting could mean you lose out. And, when pizzeria tenants fail to secure exclusivity on the use clause, a new restaurant or convenience store on the same property could start selling pizzas or pizza by the slice. Don’t be shy about negotiating here; be proactive. Dale Willerton is The Lease Coach, America’s No. 1 authority on lease negotiating for tenants. As a lease consultant, The Lease Coach works exclusively with tenants all over the country. For information on Dale’s books, CDs, speaking engagements or consulting, call 800-738-9202 or visit helpuleasepizzeria.com.

For Franchise Pizzeria Tenants Whether or not you had help from the franchisor on your first lease, you’re probably on your own for lease renewal negotiations. As a franchise tenant, you should have more power and clout than an independent tenant who is lesser-known. Landlords like to fill their properties with national name-brand chains and franchises for various reasons: Franchisors typically have well thought out marketing plans and stand a better chance of succeeding; franchisees operate from a proven formula; and landlords will collect more percentage rent from franchise tenants. So take the renewal process seriously. There is a lot of rent money on the table, and it’s yours, so negotiate fiercely (or get some help) —but don’t roll over.

September 2011 • pmq.com

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PMQ Pizza Magazine â&#x20AC;&#x201C; The Pizza Industryâ&#x20AC;&#x2122;s Business Monthly

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SCHEDULE Thursday, September 8 Gluten Free Pizza Competition 11:00 a.m. 12:00 p.m. 2:00 p.m. 3:00 p.m. 3:15 p.m. 5:00 p.m.

Show Floor Opens Competition Begins Cooking Demos Winners Announced Cooking Demos Show Floor Closes

Friday, September 9 American Pizza Championship, Fall 2011 11:00 a.m. Show Floor Opens 12:00 p.m. Competition Begins

in See ou While a

Used by the U.S

4:20 p.m. 4:30 p.m. 5:00 p.m.

Winner of The 2010 Pizza Industry Enterprise (PIE) Award Announced Winners Announced Show Floor Closes

Saturday, September 10 U.S. Pizza Team Trials (Skills Events) 11:00 a.m. 11:30 a.m. 12:30 p.m. 1:30 p.m. 2:30 p.m. 3:00 p.m. 4:00 p.m.

Show Floor Opens Largest Dough Stretch Fastest Pizza Maker Freestyle Acrobatics Box Folding Championship Winners Announced Show Floor Closes

Visit the PMQ Booth #1053 and enter to win this

ProTeam ProVac BP. Enter to

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COMPETITIONS the Heat is on! Return of the Gluten-Free Pizza Competition  Thursday, September 8 Orlando Pizza Show Stage

The Gluten-Free Pizza Competition is an open competition that invites pizzaiolos to make their best-tasting gluten-free pizzas. The goal of the competition is to promote celiac awareness and help show the versatility of gluten-free dough. The winner of the Gluten-Free Pizza Competition automatically becomes a member of the U.S. Pizza Team and is invited to participate in future culinary competitions.

The American Pizza Championship, Fall 2011

U.S. Pizza Team Trials

Friday, September 9

Orlando Pizza Show Stage

The U.S. Pizza Team is growing! This talented group of pizza acrobats and spinners appears regularly on TV, as well as at store and mall openings, county fairs and special events, both in the United States and internationally. The USPT also marched in the 2010 Macy’s Thanksgiving Day Parade, watched by more than 65 million Americans each year. Come to the Orlando Pizza Show stage and witness these entertaining competitions:

The American Pizza Championship is an open competition that joins pizzaiolos from around the country in a battle to prove who makes the best pizza. The goal of the competition is to promote the pizza industry and help operators learn new ways to make better pizza and increase profits. The winner of the American Pizza Championship joins U.S. Pizza Team members when they compete internationally and moves on to compete for The America’s Plate.

Saturday, September 10

Freestyle Pizza Acrobatics Largest Dough Stretch Fastest Pizza Maker Fastest Box Folding

thanks to our show sponsors:

PMQ Pizza Magazine – The Pizza Industry’s Business Monthly

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exhibitors DON’T MISS these vendors 20Fifteen............................................ #1038 20Fifteen provides customizable, national-caliber advertising to local businesses at an affordable price. 503-893-2980, 20fifteen.tv

KinniKinnick Foods.............................#1036

Smart Transaction Systems...............#1051

KinniKinnick Foods is a gluten-free foods company that provides an uncontaminated, risk-free source of food products such as cookies, pizza crusts and other baked goods for celiacs, people with autism and others with special dietary requirements. 877-503-4466, kinnikinnick.com

Smart Transaction Systems seamlessly combines customer loyalty programs with mobile marketing services, and gift card programs with e-commerce capabilities to create unique, highly reliable tools for increasing profitability. They’re experts in helping small businesses grow through the use of innovative technology. 888-494-9760, smarttransactions.com

Best Choice Marketing Solutions.......#1055 Best Choice Marketing Solutions helps provide an integrated, intelligent and measurable marketing strategy that is customized for your operation. Whether it’s print, promotion, signage or online marketing, Best Choice Marketing Solutions offers it all. 800-783-0990, bcms.us

Mancini Packing Company.................#1048 Established in 1922, this family-owned and -operated company, based on tradition, heritage, honesty and trust, continues to provide quality products such as canned and jarred peppers, onions and hot sauce. 800-741-1778, mancinifoods.com

Thrust Electric Bikes...................................#1035 Thrust Electric Bikes are revolutionizing delivery with the electric marketing machine that delivers everywhere. This eco-friendly alternative to delivery has zero emissions and massive storage, and can reach 20 miles per hour in five seconds. 714-546-7117, thrustelectricbikes.com, sales@ thrustbikes.com

Chef a la Mode.................................... #1044 Chef a la Mode presents Colombia Chef, chef uniforms designed with painstaking attention to detail, fashioned by hand from innovative fabric to withstand the demands of the professional kitchen, and finished with high style. 888-8043375, chef-alamode.com

Marsal & Sons ...................................#1129

Costanzo’s Bakery............................. #1128

For more than 30 years, Marsal & Sons has been producing high-quality equipment in the restaurant industry. Marsal’s commercial pizza ovens include the exclusive line of original MB Series ovens, which produce the most even heat distribution in the industry. Other restaurant equipment, including stainless steel prep tables, is also available. 631-226-6688, marsalsons.com

Costanzo’s Bakery offers bakery products that can be delivered to the Western New York area or shipped anywhere in the United States. Pan-baked for consistency, each Costanzo’s sub roll is baked with pride—whether for a spinach dip bread bowl or a bomber with the works. 716656-9093, costanzosbakery.com

Middleby Marshall..............................#1037

Ferrero USA.........................................#1031 Ferrero USA offers Nutella, the deliciously unique spread made with a combination of roasted hazelnuts, skim milk and a hint of cocoa, and without using artificial colors or preservatives. 623-234-9156, ferrerousa.com

Middleby Marshall is the world leader in conveyor ovens. With the brand celebrating more than 120 years, it has remained the market leader by listening to customers and paying close attention to the needs of the marketplace and evolving to meet the needs of operators. Middleby Marshall developed the patented, award winning WOW! Oven, the most energyefficient and fastest conveyor oven, in use by the top six pizza chains around the world. www.middleby-marshall.com, 877-34-OVENS

Ultra Green..........................................#1143 Ultra Green has gone beyond recycling to offer earth-friendly products such as plates, cups and cutlery that are 100% biodegradable, compostable and sustainable. Ultra Green’s pizza box acts like a pan that withstands heat and hot liquids; is oil-resistant and safe for the oven, microwave and freezer; and is made in full compliance with U.S. Food and Drug Administration guidelines. 763-746-3345, ultragreenhome.com

Univex Corporation.............................#1040 Since 1948, Univex has been manufacturing and distributing superior-quality mixers, slicers, dough processors and prep equipment for the restaurant, hotel, pizza, bakery, catering and institutional industries. 800-258-6358, univexcorp.com

Hundreds more await! For a complete list of exhibitors, scan this QR code with your smartphone, or visit http://frls11.mapyourshow.com/3_0/search.cfm?let=@

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Pest Prevention Learn how to prevent a pest infestation in your business. By Dr. S. John Barcay

Here are some stats that may change the way you think about pest control: According to Cornell Hotel and Restaurant Administration Quarterly, consumers are four times more likely to tell friends they spotted a cockroach in a restaurant than they are to rave about a restaurant’s cuisine. Furthermore, the Weber Shandwick Safeguarding Reputation survey reports that reputation can account for as much as 63% of a company’s market value. Finally, did you know the Center for Disease Control reports that worldwide, rats and mice spread more than 35 diseases, including salmonella, E. coli and dysentery? The risks posed by pests are clear. A single pest infestation could potentially damage your reputation, destroy valuable inventory or, in the worst case, close you down. Yet, as a restaurant owner, your pest program may not be at the top of your list of to-dos. Fortunately, there are things you can do as part of your regular operations to help you avoid pest problems before they damage your brand, your business or your bottom line.

of pest activity and take measures to prevent them from impacting your business. Cockroaches: The most common breed of cockroaches found in foodservice facilities is the German cockroach. Adult German cockroaches are about ½” to ⅝” in length and light brown in color, and have two dark bands on the shield just behind the head. German cockroaches like warm, moist areas, so kitchens are a desirable habitat. These pests are capable of feeding on a variety of materials and are prolific breeders. A single pair of breeding cockroaches can infest your facility with more than 1 million offspring in less than one year. They leave small fecal matter in areas they infest, staining surfaces such as walls

Common Pests in Foodservice The most common pests found in the foodservice industry include cockroaches, mice, rats, filth flies, small flies and ants. By having a general understanding of the biology and behavior of these pests, as detailed here, you can notice the first signs 44

or ceilings. Typically nocturnal, German cockroaches can be seen in daylight when first introduced into a facility or if the infestation is heavy. Another breed of cockroaches seen in foodservice facilities is the American cockroach. Although largely an outdoor pest, American cockroaches can find their way into restaurants through cracks and crevices, or even drain lines. Adult American cockroaches are about 1⅜” to 2⅛” in length and a reddish brown color, with fully developed wings. They are organic feeders and prefer fermenting food. Typically, you will find them along floors and in areas around drains or close to the exterior. Mice: The house mouse is the most commonly encountered breed found in foodservice. Adult mice weigh about one ounce and are dark gray in color. These pests can enter through cracks as small as ¼”. Signs that there are mice in your facility include gnawing marks on packaging, tracks/footprints, and small pellet-shaped fecal matter about ⅛” long in areas they infest. Roof rat: Seen mostly in warmer climates, a roof rat is 6” to 8” in length, with a tail longer than its body. These pests are frequently in high areas and can access a building through the roof from nearby trees. Roof rats prefer fruits and vegetables but are capable of feeding on a variety

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of material. They leave fecal matter about ½” in length, as well as “rub” marks from the oil in their coats. They are very effective climbers, and capable of crawling up and down walls. Norway rat: The largest of the rat species, adult Norway rats can be 16 ounces or more and 7” to 9” in length, not including the tail. They burrow around buildings and find their way inside, searching for food. Prolific gnawers, they can also chew their way into facilities as well. They leave fecal matter approximately ¾” in length in areas they frequent, as well as “rub” marks from the oil in their coats.

What You Can Do Pests typically seek food, shelter and water. Therefore, in order to prevent most pests, you need to maintain the highest sanitation procedures and quickly address structural issues. Following are suggestions of steps you can take to help prevent pests from becoming a problem in your facility. Many of these items are probably already part of your daily routine, but it is important to keep them at the top of your mind, as well as educate your staff, so that you can keep pests out of your facility.

Filth flies: Filth flies, house flies, blow flies and bottle flies are the most common species of flies that infest food facilities. About ¼” in length, they feed on organic material. They are often attracted to bright light and enter facilities through open doors or windows. Once inside, they can be found anywhere, day or night. Small flies: Small flies, such as red-eyed fruit flies, drain flies and phorid flies, are a common nuisance in food handling establishments. Adult fruit flies are about ⅛” in length with bright red or dark red eyes. Because they require moisture, these pests live and breed in drains and around decaying organic material, as well as fruits and vegetables. Ants: There are a variety of ant species, ranging from very small (⅛” in length) to large (½”). They are foragers and will find their way into structures through small openings. Capable of climbing, they may enter a facility through walls, roofs, cracks and crevices. Ants typically follow a trail, and you will see several marching to areas in search of food.

Sanitation: Maintaining the highest standards of sanitation is the No. 1 thing you can do to prevent pests—and it’s also good for business. According to Restaurant Hospitality, more than 60% of guests rate cleanliness as their No. 1 consideration when choosing a restaurant. Here are specific steps you can take to help keep pests out and keep guests returning: • Clean under equipment all the way to the walls to catch any hidden trash and food debris • Clean hidden areas where water and food are often overlooked and can accumulate, such as under the cook line, cracks, crevices, inside counter equipment or around drains • Vary your cleaning routine in direction and intensity. The same people using the same cleaning method day after day can result in missed areas and hidden sanitation issues • Don’t use high-volume water pressure to clean floors and lower walls, as this can push water and food particles into wall voids, under floor tiles, and other areas where pest activity can flourish. Pressure washers can also damage floor tiling

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• Ensure that no water is left standing; drain sinks after use and dump out cleaning buckets or mop buckets after use • Help decrease damp areas by directing gutter and air conditioner drains well away from the building to prevent excess moisture around the perimeter • Clean drains and traps weekly, using an industrial drain cleaner and a stiff long-handled brush • Use a “snake” device in clogged drains to clean out all gelatinous material • Keep stored food in sealed containers • Keep garbage cans tightly covered at all times and remove garbage as needed throughout the day. Empty all garbage cans at the end of the day—never leave trash inside the facility overnight • Vacuum or sweep up any food spillage immediately. Make sure to sweep under shelving • Keep employee areas clean and clear. Make it standard practice for employees to clean up after themselves when eating in exterior break areas. If present, locker rooms should also be well-maintained • Store all garbage and recycling outside and as far from the building as possible to keep flying insects (which will be attracted to your garbage) away from the entry points of your facility Structural: Pests can enter your facility through the smallest gaps and holes, then hide and breed in tiny cracks and crevices you may not even be aware of. In fact, rodents can enter your facility through holes and cracks as small as ¼” high. Here are some things you can do to prevent pests from entering your facility: • Look for any openings or holes, both on the interior and exterior of your facility, and seal them to prevent pest entry

Pest Assistance Looking for help in controlling pests? Start here. • Bayer Environmental Science, 919-549-2535, backedbybayer.com • Ecolab, 651-293-4556, ecolab.com • Rentokil, 630-782-0543, rentokil.com • Steritech, 800-868-0089, steritech.com • Terminix Commercial, 901-597-3660, terminix.com

allow doors to be propped open for extended periods of time • Seal structural cracks and voids that could allow the accumulation of food spillage; this includes cracks or breaks in tile In addition to all of these actions, work jointly with your pest management provider (PMP). Your PMP can perform a thorough inspection of your facility’s interior and exterior and alert you to sanitation and structural issues that could contribute to pest infestation. They may also offer an on-site staff education session and materials to help keep best pest practices at the top of your mind. As a full team working together, you can protect your guests, staff and business from the harmful damage done by pests.

• Pave or seal the area beneath and around dumpsters • Install commercial-grade door sweeps • Keep all exterior doors and windows closed as often as possible • Equip all windows with properly fitting screens • During delivery pickups by staff, don’t 46

Dr. S. John Barcay is the urban entomologist and senior scientist for Ecolab Pest Elimination.

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Promoting the Pizza Industry: The U.S. Pizza Team

Meet the team:

tom carfrae

The U.S. Pizza Team was established in 2000 as a vehicle to further promote the pizza industry and independent pizzerias through friendly competition; live and televised performances; team and individual appearances at store openings; and more. Team members gain a sense of camaraderie with fellow pizzaioli, which affects their stores—and their customers—in a positive way.

Member since: 2011 Position: Chef PIZZERIA: Tomaso’s Pizza, Cedar Rapids, IA CATEGORY OF COMPETITION: Culinary COMPETITIONS WON: American Pizza Championship, Spring 2011

Tom’s Team Tip: “Practice makes perfect. “Practicing the same pizza 90 days in a row was key for me. Test different oven temperatures, dough and toppings. Try to cover the many variables that you might encounter in competition. You can’t take your oven with you.”

What made you decide to try out for the U.S. Pizza Team? I’d entered other competitions before and did well, so I knew that I had something to bring to the table. Luckily, I ended up winning, and suddenly I was on a whirlwind and shipping off to Italy with the team. It was a head snap for sure.

How long have you been in the pizza business? I’ve been in the industry since 1995. Cedar Rapids used to be a major pizza town, and it’s not so much anymore. I’ve seen a lot of good products go downhill. I just wanted a better pizza. So I started making pizza at home. Over six years of doing this, I made more than 600 pizzas as a hobby.

Tell us about the Detroit Deep Dish. It’s the No. 1 seller in our shop. It’s thick, bready and cheesed to the max. So when the cheese melts, it creates a caramelized edge. For toppings, I use red and

orange peppers, onions and sausage.

How long have you cooked competitively? The Milwaukee show was my third contest. My first competition was back in 2005. Competitions don’t come up that often, so I’ve just done them here and there. Has being on the team affected your business? We’re up 14% for the year. That started before the competition, but my win has added credibility. We were just voted best pizza in town for the seventh time. Being on the team backs up that claim. There’s other things besides money, too—our customers were truly happy for me.

And that led you to open your business? As I got better, I had friends and family telling me, “You should test this out, because this is better than what we can buy.” That was it.

See Carfrae in action on PizzaTV.com.

JOE SZEBENI, TRUE IMAGE PHOTOGRAPHY

Tom Carfrae joined the U.S. Pizza Team last March when he emerged victorious during the Spring 2011 American Pizza Championship in Milwaukee. His Detroit Deep Dish pie impressed judges and, in addition to winning him a spot on the team, won this Midwestern pizza maker a trip to Salsomaggiore, Italy, for the World Pizza Championship, where he competed in the pan pizza challenge.

THANKS TO OUR U.S. PIZZA TEAM GOLD SPONSORS:

Listen to PMQ’s full interview with Carfrae on PizzaRadio.com.

THANKS TO OUR U.S. PIZZA TEAM SILVER SPONSORS:

How did you prepare for the competition? I practiced on my customers almost daily for three months. When I ended up winning, my customers felt like part of that.

Want to join the U.S. Pizza Team? Find out more at uspizzateam.com.

THANKS TO OUR U.S. PIZZA TEAM BRONZE SPONSOR: Off the Wall Magnetics September 2011 • pmq.com

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A Piece of the Franchise Pie Can your business evolve into a successful franchise? Answer these questions to find out. By David Wild The pizza industry is no stranger to franchising—a great way to expand a brand’s reach, maintain consistency with current practices, and leverage the time, money and motivation of new pizzeria owners. How does your business model stack up when it comes to franchisability? Answer the 10 questions in this Franchisability Quiz and use the easy-to-follow point system to determine whether your pizzeria is ready to franchise—and what steps will help you get there.

1. Do you have an operating prototype? No Yes

1 point 10 points

We’ll start with the biggest question first. If you do not have an operating prototype, there is nothing to replicate. Having an operating prototype in place allows you to prove that your business is profitable and helps work out any kinks in your operation. When buying a franchise, franchisees are looking for existing brands with experienced operations that have been tested in the marketplace. Your pizzeria prototype and location(s) are primary tools to generate inquiries from customers— potential franchisees—who may be interested in your restaurant and are looking for the ideal center for training new franchisees. Having a prototype is the initial proof of concept required for establishing franchisability.

2. How many units do you operate? Assign 1 point per unit (up to 10).

Before franchising begins, the number of units in operation correlates with the franchisability of the operation. If your pizzeria has more than one location, you have already proven that your concept can be replicated. Multiple buildouts, hiring new staff, multiunit POS 48

systems, and increased management responsibilities are factors associated with the practice of duplication; this makes expansion easier down the road. A pizzeria with one location may be as franchisable as a pizzeria with 10 locations, but additional units aid in the salability of the franchise, the strength of the brand and the refinement of the concept. Most businesses turn to franchising because of limitations in the owner’s or operator’s capital, time or access to people. Depending on the investment of opening another unit, it may be more cost-effective to franchise than to open another corporate-owned location.

3. How long has it been since you first

opened your business? Not in operation yet

0 points

Less than six months

2 points

One year

4 points

Two years

6 points

Three years

8 points

Four years or more

10 points

Understandably, being in business for a longer period of time allows you to establish your business’ concept in the marketplace, develop a brand and create a track record of success. Additionally, more time in business is typically associated with greater systemization, although this is not always the case.

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6. The market for your business is:

4. To what degree is your business distinctive from its competitors?

Local

0 points

Not very

0 points

Regional

3 points

Somewhat

3 points

Very

7 points

National

8 points

One-of-a-kind

10 points

International

10 points

This question is centered on the potential for your product, not your current market. The great thing about pizza is that people eat it everywhere. Specific toppings may vary in specific markets (sardine pizza, anyone?), but the product itself should be applicable to any market in the world.

Your degree of uniqueness is not solely based on your sauce, dough or style of pizza, but on your systems of operation, as well. More importantly than the product, what makes your pizzeria unique can be customer service, culture, aggressive advertising, catering to late-night crowds, ready-to-serve pizzas, a drive-thru window, or a distinctive feel or theme running through the restaurant. Surely you have been to a large pizza chain and felt that your product is better, but the systems of operation are what separate successful and unsuccessful franchise companies.

7. Competition for the products or

5. How much would it cost to open one of your locations, not including franchise fees?

$400,000 or more

$200,000 to $399,000 4 points

$100,000 to $199,000

6 points

$50,000 to $99,000

8 points

Less than $50,000

10 points

Seeking Help? Have you passed the test? Are you ready to talk with someone who can help? Start here: • The Franchise Doctor, 800-220-8256, franchisedoc.com • Franchise Match, 203-405-2165, franchisematch.com • FranConnect, 800-280-8305, franconnect.com • Francorp, 800-372-6244, francorp.com • Frandocs, 800-655-0343, frandocs.com • FranNet, 877-372-6638, frannet.com • iFranchiseGroup, 708-957-2300, ifranchisegroup.com • International Franchise Association, franchise.org

services you sell is:

High

1 point

Moderate

5 points

Minimal

10 points

In the pizzeria business, competition is always high. The ingredients in your pizza and the style in which you present it can make a difference, but the industry is very localized and inhabited by both large chains and small independent operations. Customer service, loyalty cards, community awareness, price, take-andbake options, buffets and supporting menu items are all ways of differentiating your product in the market.

2 points

Logically, the lower the initial investment needed to duplicate your pizzeria, the larger the pool of prospective franchisees. As you continue to expand, you can help reduce the initial investment in several ways. Landlords are eager to fill empty space, and you may be able to negotiate a significant amount of tenant improvement dollars to offset leasehold improvement investments. Equipment vendors are frequently able to offer discounts and special leasing arrangements for increased volume. Pizzerias may also create different business models to meet different investment levels. A location that is full-service or carryout-/delivery-only, for example, may be ideal for specific demographics or investment levels.

Looking to Join an Existing Franchise? If you aren’t ready to start franchising your own concept, but are thinking of joining another, start your research here: • • • • • • • • • • • • • • • • • • •

California Pizza Kitchen (cpk.com) Chuck E. Cheese’s (chuckecheese.com) CiCi’s Pizza (cicispizza.com) Domino’s Pizza (dominos.com) Donatos (donatos.com) Figaro’s Pizza (figaros.com) Fox’s Pizza Den (foxspizzaden.com) Godfather’s Pizza (godfathers.com) Hungry Howie’s (hungryhowies.com) Hunt Brothers Pizza (huntbrotherspizza.com) Little Caesars (littlecaesars.com) Marco’s Pizza (marcos.com) Nick-n-Willy’s Pizza (nicknwillys.com) Papa John’s (papajohns.com) Papa Murphy’s (papamurphys.com) Pizza Hut (pizzahut.com) Pizza Inn (pizzainn.com) RedBrick Pizza (redbrickpizza.com) Snappy Tomato Pizza (snappytomato.com)

September 2011 • pmq.com

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8. How systemized is your business?

10. How do your business sales compare

Not very

Some policies 2 points and/or handbooks

with those of comparable businesses in your industry?

Much lower

0 points

Very well-systemized 6 points and-documented

Somewhat lower

1 point

About the same

3 points

Highly systemized and computerized

Somewhat higher

7 points

Much higher

10 points

0 points

10 points

The more operational systems your pizzeria has in place, the easier it is to create consistency among your franchisees. These systems include recipes, POS systems, websites, hiring and firing procedures, even schedules for cleaning the bathrooms. If executed fully, even the simplest tasks can help establish a system for success. The more holes that exist in your systems of operation, the more gaps that franchisees will need to fill on their own. While certain issues may seem like no-brainers to you, a new franchisee may address a situation in a way that can dilute or negatively impact your brand. Think of your operational manual as the answer key for your franchisee when a problem or question arises. The best way to start off with systemizing your concept is to document everything you do. Doing this will help you realize where you may be inconsistent in certain aspects and help you address any problem areas before they are replicated in a large franchise system.

Comparable sales are an important factor in determining your franchisability, because they demonstrate your competitive advantages in the marketplace. This is also an indication of how well you run your restaurant, the strength of your brand, and your ability to adapt to a constantly changing competitive environment Additionally, systemwide sales and profits help determine the capitalization a franchisor will have for advertising and growing his franchise. Undercapitalization can have dramatic effects on marketing, innovation and the ultimate success of your franchise growth. While you are legally prevented from telling a prospective franchisee how much he can make, limiting your ability to market this issue, franchisees who are happy and run profitable businesses can discuss their individual sales and profits. These franchisees are likely to promote and endorse the franchise to others and purchase additional units. However, comparable sales comprise only a portion of determining franchisability. Many franchisees also place emphasis on support, training, systems, marketing, branding and other related benefits when deciding to purchase a franchise.

9. How long would it take to teach someone

how to operate your business?

Special certification needed

1 point

Two to six months

2 points

One to two months

4 points

One to three weeks

7 points

One week or less

10 points

The shorter the training period for a new franchisee, and the easier it is to learn your system of operation, the faster a franchisee can be become operational and profitable. This is not to say that if it requires four months of training to be an effective operator, you should find a way to whittle this down to two weeks. The most important aspect of training is ensuring that your franchisees are familiar with all of the details of running their own locations successfully. As an organization grows in complexity, not only is there greater room for error, but the franchisee requires additional working capital, as he’ll need to pay his own salary while training.

So how do you measure up? Compare your score against the following scale to see if franchising is a good fit for your business: 0-39: Not quite ready. Continue building while keeping the overall goal of franchising in mind. 40-59: Close, but the likelihood of your success is in question, perhaps due to capitalization. 60-79: Chances appear quite good. You should take a serious look at utilizing franchising for expansion. 80-100: Outstanding potential for franchising. Go for it!

While this quiz is not a foolproof formula for determining franchisability, this guide will help you make an educated decision when evaluating the future growth of your business. Consult an industry expert to learn more about franchising and for further analysis of your concept and systems in regard to franchise expansion.

David Wild is the vice president of Francorp, which for 36 years has been the world’s leading franchise consulting firm, specializing in assisting businesses of all levels in integrating franchise growth models into their current business systems.

PMQ Pizza Magazine – The Pizza Industry’s Business Monthly

48-50c3 franchising sept 2011.indd 50

June/July 2011 • pmq.com

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Pizza Theater

See Juan in action on PizzaTV.com.

with Juan Hermosillo

Where the world’s most famous pizza spinner shares his secrets!

Since joining the U.S. Pizza Team in 2004, world-renowned pizza acrobat Juan Hermosillo has taken the pizza spinning world by storm and become one of the most decorated athletes in the sport. Hermosillo has competed in Canada, France and Italy and has performed his craft on the History Channel, The Food Channel, MuchMusic (Canada) and MTV Canada. In 2009, he made his international television debut spinning dough to “Mambo Italiano” for a Visa Debit commercial. Now, he’s sharing his techniques and a few dough spinning secrets on PizzaTV.com. Start by learning beginner-level techniques and eventually become an expert with these instructional videos:

Episode 1

Episode 5

Episode 9

Develop essential dough spinning hand techniques and learn beginner tricks, including the Whip and the Half Whip.

Incorporate your kitchen’s prep table into your routine and learn the Half of Basic and the Table Roll.

An essential for any skilled routine, the Over the Shoulder is an attention-grabber and considered a mark of the talented spinner.

Episode 2

Episode 6

Episode 10

Build on basic techniques and develop your first routine when you learn the Two-Point Scoop and the Three-Point Scoop.

It’s time to impress guests in your pizzeria with an intermediate-level trick, the Bicycle.

Juan’s creation, the Salsero won him a spot on the U.S. Pizza Team. His inspiration? Salsa dancing.

Episode 3

Episode 7

Learn the Classic, one of the oldest tricks in pizza spinning. In addition to its eye appeal, it’s a hand-tossed pizza essential!

Learn to throw dough between your legs while on your back with The Drunken Master move.

Episode 11

Episode 4

Episode 8

Episode 12

Improve your hand-motion skills and perfect the Left-Hand Whip and the Left-Hand Half Whip.

In this lesson, learn how to mix durable pizza dough for spinning.

Spin with dough in each hand and improve your coordination by learning the Double Classic.

Incorporate break-dance moves into your routine and learn the Humpty Dumpt.

Got a question for Juan? Contact him at Juan@pmq.com September 2011 • pmq.com

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PMQ Pizza Magazine â&#x20AC;&#x201C; The Pizza Industryâ&#x20AC;&#x2122;s Business Monthly

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PMQ’s annual industry analysis provides a current look at the industry and forecasts for the future. By Liz Barrett In preparing this year’s report, we’ve gathered statistics, survey data and trend reports from The NPD Group, a leading market research company; Technomic; our annual Pizza Industry Census; InfoUSA; Mintel; and the National Restaurant Association (NRA) in order to bring you the most comprehensive pizza industry report available today. We’ve gathered national sales data through December 2010, as well as state-specific data and store counts for the pizza segment as of spring 2011. In addition to numerical data, we provide an overview of major trends spotted in the restaurant industry, which often trickle down and affect your pizzeria and its profits. Use this report as a guide throughout the year when making sales projections, planning menus and considering franchising opportunities.

Restated Data The NPD Group, our source for sales and store count data, recently restated its sales data, subsequently affecting all of its reported numbers for previous years relating to pizza sales numbers. The new restated numbers from NPD Crest have been included for your reference.

A Look at the Numbers To determine industry counts for this report, we garnered sales and store numbers from The NPD Group, individual state data from InfoUSA and received sales and unit information on the Top 50 Chains from Technomic. We also went to various industry sources for feedback on the state of the industry. Sales. This year, we made every effort to gather data from about the same time period—January 2010 to December 2010. Because we gather sales and unit data from several sources, it’s important that the time periods match up to get the most accurate picture of the state of the industry. This year, the numbers show an industry that is fighting back from a recession—and is on its way to winning. The industry saw an overall increase of $760,415,000 from last year’s (NPD Crest restated) total of $34,410,022, bringing the total U.S. pizza sales for the period of January 2010 to December 2010 to $35,170,437,000. This is an increase from 2009 of just more than 1% (1.02%, to be exact). Store counts. NPD ReCount reported a total unit count of 65,283 as of spring 2011, a decrease of 774 units from its count

Consumer Insights In a fall 2010 consumer survey by Mintel Group of 1,348 Internet users who had food and/or drinks at a pizzeria in the previous month, the following insights were revealed: • 67% of respondents said they get pizza from a pizza restaurant, with 60% preferring takeout to delivery and dine-in • 78% of households with children visit pizzerias, compared to 63% of households without children. Also, households with children are shown to be the most frequent restaurant users • 41% of respondents consider pizza to be a healthy meal • The Hispanic population will increase nearly 36% between 2005 and 2015—more than six times the growth of the non-Hispanic population. And Mintel has found that 72% of Hispanics get food and/or drinks from pizza restaurants, compared to 67% of non-Hispanics • When asked where they generally buy their pizza, respondents were asked to check all that applied: from a pizza restaurant (67%), from a grocery store (44%), pizza they make themselves (14%), pizza from a take-and-bake location (12%), pizza from a restaurant not specializing in pizza (11%) • “Fresh” is the leading marketing claim on restaurant menus. However, “crispy,” “traditional” and “golden brown” marketing claims have seen the most growth from 2008 to 2010 • 43% of respondents are interested in innovation of specialty crusts and/or flavors, and three out of 10 people would like to see more variety on menus • Among menu items featuring nutritional claims, the average price is $9.44, up 5.1% from the second quarter of 2008, meaning that the price of healthy menu items is rising faster than that of menu items making any other marketing claim • Women place greater importance on price factors than do men, while men are more likely than women to be influenced by in-restaurant entertainment • By 2015, Mintel expects pizza sales to increase by 31%

September 2011 • pmq.com

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Below are the definitions for QSR and CD used by The NPD Group. All pizza industry sales figures in this report are for QSR and CD pizza sales. QUICK SERVICE (QSR) • Perceived as fast food/takeout • Food specialty is ice cream, chicken, donuts, etc.

U.S. Pizza Sales $35,170,437,000 (2009 restated = $34,410,022,000) January 2010-December 2010 Source: NPD Crest

Independents own 57% of pizzerias and control 48% of the sales. Pizza Hut 15% Domino’s 9% Papa John’s 6%

CASUAL DINING/UPSCALE (CD) • Not perceived as fast food/ takeout • Reservations accepted • Credit cards accepted • Alcohol served

Little Caesars 4% Other Top Chains 18%

Independents 48%

U.S. Pizza Stores 65,283 (spring 2010 = 66,057) As of spring 2011* Source: NPD ReCount

The top 50 pizza chains own 43% of pizzerias and control 52% of the sales.

U.S.PizzaPizza Sales Hut 12% Domino’s 8% Little Caesars 4% Papa John’s 4% Other Top Chains 15%

Independents 57%

*Store counts were taken from spring 2011 this year so that they more closely matched up with the January-to-December data from other sources. Pizza –Magazine The PizzaBusiness Industry’sMonthly Business Monthly 54 58PMQ Pizza PMQ Magazine The Pizza–Industry’s

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of 66,057 in spring 2010. This is a decrease of just less than 1% from the previous year. So, while store sales showed an increase over the previous year, store counts fell slightly. History shows that the two often go hand in hand, as the shedding of underproductive stores often helps increase sales overall. Keep in mind also that several counts are based on estimates, due to the fact that some large chains do not release all of their information.

Ranking the Top 50 The Top 50 Pizza Chains, courtesy of Technomic, includes total U.S. sales and store counts for pizzeria chains ranked in a larger list of the nation’s Top 500 Restaurants. The total 2010 combined sales from the Top 50 equaled $18,350,160,000, with total per-unit sales averaging $661,053 (out of 27,759 units). In 2009, the top 50 sales equaled $17,539,588,000, with total per-unit sales averaging $636,507 (out of 27,556 units). With sales for the Top 50 rising by $810,572,000 and stores increasing by 203, it’s clear that many chains have left the idea of a recession behind them and have shifted gears back into a growth mind-set. Two pizza chains dropped off the list from last year and were replaced by a couple that showed large sales gains over the past year. The list lost Nancy’s Pizza (nancyspizza.com) and Mr. Jim’s Pizza (mrjimspizza.net), and gained Happy’s Pizza (happyspizza. com) and Brixx Wood Fired Pizza (brixxpizza.com). For the full ranking of sales and stores, see the charts on pages 58 and 59.

An Independent Mind-Set As usual, to make the numbers easier to digest, we’ve chosen to divide the industry into two categories: The top 50 chains (the 50

pizza chains that appear on the Technomic Top 50 Pizza Chain Report) and the remainder, which we refer to as independents. This year’s numbers show that 57% of pizza outlets are independently owned and control 48% of total pizza industry sales. Average per-unit sales decreased for independents between January 2010 and December 2010, from $501,314 in 2009 to $448,254 in 2010, showing that many consumers are still struggling with the lingering effects of the recession and heightened gas prices. Store averages. During the period between January 2010 and December 2010, the average per-unit sales for all U.S. pizzerias equaled $538,738, which is a slight decrease of $19,933 from 2009’s reported $558,671. The Top 50 per-unit sales numbers increased, from $636,507 in 2009 to $661,053 in 2010. As predicted in last year’s Pizza Power Report, the increase in marketing through the use of online ordering, social media, mobile apps and loyalty programs helped many chains and independent pizzerias gain a foothold where other restaurants may have faltered when trying to survive the recession.

The Big Three Not surprisingly, The Big Three is still comprised of Pizza Hut (pizzahut.com), Domino’s Pizza (dominos.com) and Papa John’s (papajohns.com). Once again, according to Technomic statistics, Pizza Hut holds the top spot, with 7,542 U.S. units, down slightly from last year’s 7,566, and accounting for 12% of all pizzerias in the United States. With these locations, Pizza Hut captures 15% of all U.S. pizza sales.

September 2011 • pmq.com

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Top 20 Trends Interested in what’s hot in the culinary world? In the fall of 2010, the National Restaurant Association (NRA) surveyed more than 1,500 professional chefs to find out which trends they thought would be most prevalent in 2011. Their top 20 picks are listed below. In addition, the chefs offered up tips for maintaining and building business, such as offering value specials, simplifying menus and increasing marketing efforts (including social marketing). 1. Locally sourced meats and seafood 2. Locally grown produce 3. Sustainability 4. Nutritionally balanced children’s dishes 5. Hyperlocal (e.g., restaurant gardens) 6. Children’s nutrition 7. Sustainable seafood 8. Gluten-free/food allergy-conscious 9. Simplicity/back to basics 10. Farm/estate-branded ingredients 11. Microdistilled/artisan liquor 12. Locally produced wine and beer 13. Half portions/smaller portion for a smaller price 14. Organic produce 15. Nutrition/health 16. Culinary cocktails (e.g., savory, fresh ingredients) 17. Newly fabricated cuts of meat (e.g., Denver steak, pork flat iron, petite tender) 18. Fruit/vegetable children’s side items 19. Ethnic-inspired breakfast items (e.g., Asianflavored syrups, chorizo scrambled eggs, coconut milk pancakes, etc.) 20. Artisan cheeses

This past year brought big news from The Big Three: Pizza Hut gave away 1,000 free pizzas on Facebook during its Big Italy Pizza promotion; started featuring real Pizza Hut employees in its ads; gave away another 1,111 pizzas (stuffed-crust-style, this time) on 1/1/11; got 500,000 people to participate in America’s Biggest Bedtime Story, an annual event created by the Pizza Hut Book It Program; and launched mobile ordering apps for Androids, and the Apple iPad and iPhone. Papa John’s became the official pizza of the New Meadowlands Stadium in East Rutherford, New Jersey; revamped its website and introduced an online ordering loyalty program called Papa Points; announced the Franchisee Development Incentive Program; began offering online ordering on the iPhone; and said goodbye to J. Jude Thompson after he resigned as president and co-chief executive officer. Domino’s paid homage to Wisconsin with its Wisconsin 6-Cheese specialty pizza; gave its online Pizza Tracker a voice; turned 50 years old; opened its first store in Vietnam; broke two Guinness World Records with the help of its franchisees (most pizzas made in an hour and most pizzas made in 24 hours); became the official pizza of the NCAA; introduced online ordering on iPhone and iPod touch; and began posting customer feedback (good, bad and neutral) on a billboard in Times Square.

Pricing Wars It’s tricky for the independent operator when the big chains start dropping their prices, which is exactly what happened in 2010. Consumers start comparing prices, and independent operators start worrying about whether or not they’ll lose customers to the chain down the street. However, statistics show year after year that the consumer who visits the chain down the street is not the same as the one walking through an independent pizzeria’s door. One of the big reasons we saw so many price drops this past year was because large chains generally cater to blue-collar and value-oriented customers. When gas prices go up and unemployment rises, these chains face trouble, because economic woes directly impact their biggest demographic. Independent pizzerias, on the other hand, are most often patronized by those who earn more than $75,000 per year, according to several studies, so a down economy might not hit them as hard. Price comparison will always create the most difficult competition during a struggling economy, which is why stellar customer service and marketing efforts should be more important than ever.

Emerging Trends The past year saw a flurry of activity from several new trends in the pizza industry. The most noticeable trend was the incorporation of gluten-free pizzas into pizzerias and a general concern for customers with food allergies. The latest PMQ census showed that 15.8% of readers are offering gluten-free crusts to customers (see page 64 for more census results). Another was the growth of the take-and-bake sector, with many pizzeria operators looking for more ways to compete against ever-growing grocery store competition (see page 68 for more on this topic).

Pizza Magazine The Pizza Industry’s Business Monthly 56 60 PMQ PizzaPMQ Magazine – The Pizza– Industry’s Business Monthly

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And, finally, with the wild success of build-your-own concepts such as Subway and Chipotle Mexican Grill, we’ve seen a crop of new pizzerias opening that allow customers to top their own pizzas. Early pioneers in this category include Solo’s Pizza (solospizza.com), which opened its first store in February 2007; Mod Pizza (modpizza.com) in November 2008; Uncle Maddio’s Pizza Joint (unclemaddios.com) in January 2009; Pie-Fection (pie-fection.com) in early 2010; Top That! Pizza (topthatpizza. com) in November 2010; Pie-ology Pizzeria (pieology.com) in March 2011; and the latest, Pizza Inn’s Pie Five Pizza Co. (piefivepizza.com) in June 2011. Expect to see more from all three of these industry trends, which continue to build steam.

Getting to Your Customer Remember the old “build it and they will come” mantra? You’ve probably noticed it’s not good enough anymore to sit in the store and wait for the customers to show up. When you team up today’s instant-gratification mentality with social networks, iPhones, iPads, and the ability to order virtually anything over the Internet, you’ve got a lot to contend with. This last year saw even more innovations in social marketing and technology, including big giveaways to fans by The Big Three on Facebook, and the heightened use of QR codes on marketing materials. In another effort to reach customers where they are, pizza trucks and mobile pizzeria units have been popping up around

the country, showing that pizzeria operators are ready to think outside the four walls of the pizzeria when it comes to sales. The biggest challenge to food truck vendors, however, is getting the attention of traditional-restaurant-goers. According to a recent survey by Technomic, 70% of food truck nonusers are hesitant to purchase food from a vehicle, making it hard to grow the niche beyond a certain point if these consumers can’t be convinced that food from a mobile unit is of the same quality as a traditional restaurant.

Healthy Outlooks Consumers, in general, have always been interested in eating healthier. However, in the past year, several factors may have been influencing them to give the idea a closer look. Due to new menu labeling laws, many menus are now displaying fat and calorie content, and consumers are faced with the hard facts of what they’ve been consuming. Team that up with the bombardment of reality TV shows about eating healthy and losing weight, such as The Biggest Loser, Jamie Oliver’s Food Revolution and Heavy, and you’ve got a nation that’s looking for ways to trim consumption. According to a recent survey of 5,000 adults conducted by The NPD Group, 43% of respondents indicated that they ate continued on page 60

September 2011 • pmq.com

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Top 50 U.S. Pizzerias: Sales Rankings Based on 2010 sales Rank

Chain Name

2010 U.S. Sales (x1,000)

Estimate

2009 U.S. Sales (x1,000)

Pizza Hut

5,390,000

5,000,000

Domino’s Pizza

3,305,636

3,030,779

Estimate

% Change

7.8 *

9.1

Papa John’s

2,097,272

2,057,267

1.9

Little Caesars

1,253,000

1,130,000

10.9

Papa Murphy’s Take ’N’ Bake Pizza

655,000

CiCi’s Pizza

545,000

630,000

573,000

4.0 -4.9

Sbarro

501,500

517,083

-3.0

Chuck E. Cheese’s

425,941

437,900

-2.7

Round Table Pizza

369,000

390,000

-5.4

Godfather’s Pizza

330,000

331,500

-0.5

Hungry Howie’s Pizza & Subs

279,500

275,000

1.6

Donatos Pizza

182,500

185,000

-1.4

Jet’s Pizza

169,500

149,604

Papa Gino’s Pizzeria

164,928

171,800

Mazzio’s Italian Eatery

153,000

154,000

150,000

132,000

Peter Piper Pizza

150,000

Fox’s Pizza Den

148,000

Gatti’s Pizza

132,201

Pizza Pro

127,650

13.3 *

-4.0 -0.6

166,000

-9.6 *

-1.3

-3.3

140,878

-6.2

Pizza Ranch

124,861

Villa Fresh Italian Kitchen

115,500

109,537 112,000

Marco’s Pizza

114,500

102,433

Pizza Inn

114,000

122,176

Rosati’s Pizza

97,600

100,000

-2.4

Greek’s Pizzeria

92,500

87,500

5.7

Ledo Pizza

86,400

82,000

Wolfgang Puck Express

80,500

93,500

-13.9

Mountain Mike’s Pizza

76,000

75,000

1.3

Imo’s Pizza

69,700

69,000

1.0

Shakey’s Pizza Parlor

66,500

65,400

Me-N-Ed’s Pizzeria

60,200

59,000

Famous Famiglia

57,500

56,000

Monical’s Pizza

56,611

55,186

Zpizza

55,500

Straw Hat Pizza

55,400

55,000

14.0 *

3.1 11.8 -6.7

5.4

1.7 *

2.0 2.7 2.6

43,855

0.9 26.3

RedBrick Pizza

54,000

56,000

-3.6

Monkey Joe’s

53,350

37,000

44.2

Bellacino’s Pizza & Grinders

52,500

57,000

-7.9

Simple Simon’s Pizza

51,000

52,000

-1.9 -1.7

Pizza Factory

50,600

51,500

Vocelli Pizza

48,750

51,000

-4.4

Happy Joe’s Pizza & Ice Cream Parlor

47,200

41,000

15.1

Pizza Patrón

43,000

38,000

13.2

Extreme Pizza

41,600

37,000

12.4

East of Chicago Pizza

41,250

43,500

-5.2

Stevi B’s The Ultimate Pizza Buffet

35,200

31,500

11.7

Happy’s Pizza

34,500

25,000

30.8

Brixx Wood Fired Pizza

32,500

27,000

20.4

Pizza Boli’s

31,810

30,600

4.0

CPK ASAP

30,000

32,390

-7.4

Source: Technomic / *Technomic estimate 58

PMQ Pizza Magazine – The Pizza Industry’s Business Monthly

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Top 50 U.S. Pizzerias: Unit Rankings Based on 2010 units Rank

Chain Name

2010 U.S. Units

Estimate

2009 U.S. Units

Estimate

% Change

Pizza Hut

7,542

7,566

-0.3

Domino’s Pizza

4,929

4,937

-0.2

Papa John’s

2,871

2,781

Little Caesars

2,800

Papa Murphy’s Take ’N’ Bake Pizza

1,239

1,165

Sbarro

778

785

Godfather’s Pizza

647

649

-0.3

CiCi’s Pizza

594

625

-5.0

Hungry Howie’s Pizza & Subs

570

0.0

Chuck E. Cheese’s

529

530

-0.2

2,648

3.2 *

5.7

-0.9

6.4

Pizza Pro

480

538

Round Table Pizza

470

489

Fox’s Pizza Den

297

300

-1.0

Pizza Inn

231

237

-2.5

Simple Simon’s Pizza

220

235

Marco’s Pizza

217

199

Jet’s Pizza

214

185

Villa Fresh Italian Kitchen

211

210

0.5

Papa Gino’s Pizzeria

184

187

-1.6

Donatos Pizza

176

180

-2.2

Mazzio’s Italian Eatery

169

172

-1.7

Rosati’s Pizza

161

159

1.3

Pizza Ranch

154

146

5.5

Greek’s Pizzeria

135

114

Mountain Mike’s Pizza

134

130

3.1

Gatti’s Pizza

130

132

-1.5

Pizza Factory

114

124

-8.1

Vocelli Pizza

113

119

-5.0

Ledo Pizza

100

8.7

Pizza Patrón

100

5.3

Imo’s Pizza

1.1

Peter Piper Pizza

105

-14.3

Zpizza

-5.4

Straw Hat Pizza

15.7

Famous Famiglia

101

-22.8

East of Chicago Pizza

-16.7

Bellacino’s Pizza & Grinders

-6.6

Happy Joe’s Pizza and Ice Cream Parlor

20.3

RedBrick Pizza

-5.5

Monical’s Pizza

3.1

Happy’s Pizza

25.0

Pizza Boli’s

3.4

Me-N-Ed’s Pizzeria

-1.7

Shakey’s Pizza Parlor

0.0

Monkey Joe’s

20.5

-10.8 -3.9

-6.4 *

9.0 15.7

18.4

Extreme Pizza

7.0

Wolfgang Puck Express

-29.5 17.1

Stevi B’s The Ultimate Pizza Buffet

CPK ASAP

0.0

Brixx Wood Fired Pizza

5.6

Source: Technomic / *Technomic estimate

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continued from page 57

ABOVE AVERAGE State

No. of Pop (2010 U.S. Stores/10M Stores People Census Data)

Massachusetts

2,224

6,547,629

3.40

New Hampshire

446

1,316,470

3.39

Connecticut

1,183

3,574,097

3.31

Iowa

976

3,046,355

3.20

Rhode Island

334

1,052,567

3.17

Pennsylvania

3,991

12,702,379

3.14

Maine

405

1,328,361

3.05

New Jersey

2,682

8,791,894

3.05

Delaware

265

897,934

2.95

Ohio

3,307

11,536,504

2.87

New York

5,015

19,378,102

2.59

Michigan

2,446

9,883,640

2.47

South Dakota

199

814,180

2.44

Indiana

1,562

6,483,802

2.41

Vermont

147

625,741

2.35

West Virginia

434

1,852,994

2.34

North Dakota

157

672,591

2.33

smaller portions always or most of the time in the past year. An even larger percentage (57%) said that they aspire to eat smaller portions in the coming year. A similar study by NPD found that portion control and smaller portions rank third in importance for consumers looking for healthier options at restaurants. This signals that the days of giant portions may soon be waning—a positive change for consumers’ waistlines and your bottom line. However, tread lightly in this area, as consumers are often suspicious of smaller portions, according to a survey by Technomic. The survey found that 62% of consumers believed that restaurant prices increased during the spring of 2011, while 32% said that portion sizes shrunk. Most of the respondents thought that companies were downsizing portions to enhance profitability. Only 10% said that portion sizes were being adjusted to improve menu items’ healthfulness. The takeaway is, don’t shrink portions without changing the price; now that consumers have been trained to receive oversized portions, they’ll notice when they’re downsized. And most analysts agree that while new menu labeling laws will negatively impact the bottom line of restaurants in the short term in regard to analyzing menu items, reprinting menus, etc., most consumers will not sway too far from their normal ordering habits.

AVERAGE State

Pop (2010 U.S. Stores/10M No. of Census Data) Stores People

Illinois

2,958

12,830,632

2.31

Montana

219

989,415

2.21

Minnesota

1,133

5,303,925

2.14

Maryland

1,201

5,773,552

2.08

Missouri

1,233

5,988,927

2.06

Nebraska

377

1,826,341

2.06

Alaska

143

710,231

2.01

Wisconsin

1,139

5,686,986

2.00

Florida

3,720

18,801,310

1.98

Kansas

564

2,853,118

1.98

Oregon

736

3,831,074

1.92

Colorado

959

5,029,196

1.91

Idaho

297

1,567,582

1.89

Nevada

510

2,700,551

1.89

Virginia

1,515

8,001,024

1.89

Kentucky

803

4,339,367

1.85

Wyoming

103

563,626

1.83

Recovering From the Recession According to a recent study by Technomic, lower employment rates and housing prices, teamed with higher gas prices, have resulted in many consumers feeling like the economy could worsen in the coming year. However, only 5% of those surveyed said that they have stopped eating at restaurants, with 35% saying that they go out to eat as often as before, but are spending

U.S. PIZZA STORES PER CAPITA

BELOW AVERAGE State

No. of Pop (2010 U.S. Stores/10M Census Data) Stores People

Arkansas

527

2,915,918

1.81

Tennessee

1,117

6,346,105

1.76

Oklahoma

634

3,751,351

1.69

601,723

1.68

District of Columbia 101 North Carolina

1,606

9,535,483

1.68

Washington

1,100

6,724,540

1.64

California

6,020

37,253,956

1.62

South Carolina

750

4,625,364

1.62

Arizona

1,028

6,392,017

1.61

New Mexico

298

2,059,179

1.45

Utah

396

2,763,885

1.43

Georgia

1,359

9,687,653

1.40

Texas

3,446

25,145,561

1.37

Alabama

634

4,779,736

1.33

Louisiana

543

4,533,372

1.20

Mississippi

345

2,967,297

1.16

Hawaii

146

1,360,301

1.07

Source: InfoUSA 64 60

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less or seeking out more deals. One of the major ways consumers are cutting back their spending at restaurants, according to the Technomic study, is by not ordering extras such as appetizers, desserts and alcoholic beverages. For the pizzeria operator, this is a perfect opportunity to add smaller portions to the menu at lower price points and really make a concerted effort to differentiate your brand from your competitors. The National Restaurant Association’s (NRA) Restaurant Performance Index (RPI), a monthly composite index that tracks the health of and outlook for the U.S. restaurant industry, showed in April 2011 that the restaurant industry as a whole was continuing to build momentum as restaurant operators reported positive same-store sales and customer traffic levels for the sixth time over an eight-month period. In a separate report recently released by NPD, the overall number of restaurants fell by 9,450 between April 2010 and March 2011. However, they report that consumer spending has improved at restaurants by 2% for the year ending May 2011. It’s clear that the pizza industry will continue to be inundated with new marketing methods and technologies. As long as you’re open to experimenting with new processes and techniques, you should have no problem staying ahead of your competition in the year ahead.

PMQ’s 2011 Pizza Industry Enterprise (PIE) Award Winner Each year, we take a look at which pizzerias have been making the greatest strides in building their businesses. While sales and unit growth play a part, we also look at companies that are doing something that the industry as a whole can learn from, whether following—and profiting from—trends, starting their own trends or choosing one focus and flawlessly following through. Last year, the 2010 Pizza Industry Enterprise (PIE) Award went to Pizza Patrón, based in Dallas. Pizza Patrón founder and owner Antonio Swad will be accepting the award during the 2011 Orlando Pizza Show (OrlandoPizzaShow.com) this month, as well as sitting in as one of the judges during our American Pizza Championship, Fall 2011. Several pizzerias showed strong growth in both sales and unit counts this year. In our search for a PIE Award winner, many stood out, but there can be only one winner. Watch for the announcement of our 2011 PIE Award Winner in the October issue.

Liz Barrett is PMQ’s editor-in-chief.

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Seafood

Margherita

BRITTANY CARTER

Pizza of the Month:

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LIZ BARRETT

A Storied History Ah, the Margherita pizza: Simple, classic, flavorful, it’s a testament to the pure pleasures of pizza eating. Long before “wacky” toppings such as pineapple and barbecue sauce made their appearance on pizza crusts, there was the original. Legend states that the pie was first crafted by Raffaele Esposito, a pizzaiolo from Naples, for Umberto I, the king, and his wife, Queen Margherita di Savoia, in 1889. The pizza featured the colors of the Italian flag and was an instant hit—at least with the queen, who liked it so much that Esposito named the pie after her. The standard had been set—and, more than 100 years later, pizzerias across the country still pay homage to this Italian original. At Pizzetteria Brunetti (pizzetteriabrunetti.com) in Westhampton Beach, New York, two margheritas are on offer: the Margherita, with tomato sauce, fior di latte housemade mozzarella, local basil, sea salt and olive oil; and the Margherita Piu (“extra”), with tomato sauce, fresh mozzarella di bufala, fresh cherry tomatoes, local basil, sea salt and olive oil.

Margherita Pizza Recipe and photo provided by John Arena, co-owner of Metro Pizza (metropizza.com), Las Vegas, NV

On the Dutch island of Curaçao in the Caribbean, Willemstadbased Il Forno Pizzeria (pizza.an), with two locations, uses the common cheese of the Netherlands in its Margarita pizza, topping its thin crust with tomato sauce, basil and Gouda—adding a more pungent flavor to the traditional pie.

1 7-oz. dough ball 3 oz. simple pizza sauce (vine-ripened tomato passed through a food mill) 3 oz. fresh mozzarella cheese

At Metro Pizza, the Margherita pizza comes in a special 12” size (as opposed to other pizzas, offered in 9” and 16”). The menu also suggests a couple of variations on the classic for more adventurous eaters: a Margherita topped with roasted mushrooms and truffle oil, and another that features arugula, cherry tomatoes and shaved Romano.

(½” dice, patted dry) Sea salt, to taste Extra-virgin olive oil, for drizzling 3 large fresh basil leaves, torn (or 12 small leaves, whole)

Punch Neapolitan Pizza (punchpizza.com), with seven locations in Minnesota, offers a Margherita and a Margherita Extra, with a few options for guests: Neo (extra San Marzano tomatoes and extra olive oil), D.O.C. (extra tomatoes and oil, plus mozzarella di bufala), and Doppio (extra tomatoes, oil and mozzarella di bufala).

Fresh Parmigiano-Reggiano or Grana Padano, grated Remove dough ball from refrigerator and let warm to room temperature (at least 1 hour). Stretch dough to 10” diameter, leaving a ½” rim around the edge, working from the center out. Spread sauce evenly up to the line where rim begins. Top with diced mozzarella. Season with sea salt and drizzle with extra-virgin olive oil. Bake pizza directly on hearth in 550°F or higher oven. Top finished pizza with basil and grated cheese. (Note: If you prefer to put basil on the pizza before baking, it should be placed under the cheese to retain the flavor.)

Margherita Marketing These pizzerias move more Magheritas with value-oriented marketing tactics:

• Rosedale Brick Oven Pizzeria (rosedalepizza.com) in Naples, Florida, offers on Mondays two Margheritas and a pitcher of domestic brew for $25. • Motorino Pizzeria Napoletana (motorinopizza.com) pairs its Margherita with a mixed green salad for lunch specials from 11 a.m. to 4 p.m. Monday through Friday. • Pizzeria da Lupo (pizzeriadalupo.com) in Boulder, Colorado, offers a Margherita in both its lunch special (pizza, tricolore salad and iced tea, available 11 a.m. to 2 p.m. daily) and its late-night special (half a pizza with a specialty cocktail, available 8:30 p.m. to close daily).

For more recipes, visit PMQ’s Recipe Bank at PMQ.com/recipe.

• Zavino (zavino.com) in Philadelphia offers discounts on Margherita pies ($8 on special) for happy hour daily (4:30 to 6:30 p.m.), and on Sundays all day, from 3 to 11 p.m.

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By Liz Barrett

This year’s census results lend insights and ideas to move you forward for 2012. To accompany our PMQ Pizza Power Report, it’s only natural to talk about the results of the latest Pizza Industry Census, conducted from December 2010 to February 2011. The results, in their original form, can be found at PMQ.com/industryreports.php. Here, we’ll go through some of the responses and glean trends and information that can help with your marketing and sales in the coming year. (Please note: For accuracy purposes, we looked only at the surveys of those who fully completed the questionnaire.)

A Look Back We were curious to see what some of the numbers from this year looked like when compared to the very first Pizza Industry Census we conducted back in 2004. What conclusions can you draw from the numbers shown? See if they match up with the PMQ analyses we’ve included. 64

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Sales Operators who responded that sales were increasing from the previous year

53.0%

2004

52.6%

2011

Operators who responded that sales were decreasing from the previous year

19.0%

2004

20.4%

2011

Operators who responded that sales were about the same as the previous year

28.0%

2004

27.0%

2011

PMQ’s analysis: While other industries continue to fluctuate, the pizza industry proves year after year that it has a solid footing and will continue to produce strong returns for operators.

Independents In 2004, 79% of those who took the survey were independent operators; this year, 86.2% were.

83.6% of respondents report that they make their own dough, and 65.1%

go on to form it by hand.

Own one store

57.0%

2004

78.9%

2011

Own 2-3 stores

Pepperoni wins again, with votes as the No. 1 best-selling topping!

107

20.0%

2004

13.8%

2011

Own 4-10 stores

11.0%

2004

5.3%

2011

PMQ’s analysis: There are three possible scenarios for this shift in numbers. Perhaps pizzeria owners, in general, have taken a step back from the multiunit chain mentality and have moved more toward catering to customers one-on-one and providing the service that customers now demand. Second, it has become more difficult over the years, especially considering the recession, to secure bank loans, and many pizzeria owners have been unable to expand beyond one unit. Third, PMQ Pizza Magazine has increasingly become the resource for independent pizzeria operators.

Nonpizza Items One category that’s always interesting to look at: the most popular nonpizza items on menus. In 2004, the following items ranked highest in order of popularity: sandwiches/subs, wings, pasta, breadsticks and salads. For 2011, a couple of items have been switched around (in order of popularity): wings, sandwiches/ subs, breadsticks/cheese sticks, salads and pasta. PMQ’s analysis: Consumers continue to seek out convenient, handheld items as sides to their pizza, especially since our survey takers tend to cater more to delivery and takeout customers than to those who dine in. In addition, wings, the top nonpizza seller, cater to those seeking a sharable appetizer that often packs the spicy kick that many consumers crave nowadays.

New Frontiers Amazingly, some of the ways we’re reaching out to customers didn’t exist at the time of our first census. According to this year’s results, 44.1% of respondents use their cell phones to access the Internet at least once per day. In addition, 79.6% use Facebook,

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17.8% use Twitter and 20.4% use YouTube. These are all things that we never even thought of in 2004, and yet they’re a part of our daily lives now, and vital resources when it comes to getting the attention of new and existing customers. The numbers show that respondents have embraced this new technology—and taken advantage of some effective free advertising.

Where Are You? Nearly half (48%) of respondents this year own a standalone store, and the next-biggest group (33.6%) own a strip-mall location. Almost half of the pizzeria operators in our survey also live in small towns. Meanwhile, nearly a third (31.6%) are newbies in the business, reporting that they’ve owned their store for less than five years. Check out the map below to see where our census takers are located. Do they represent a state where you currently operate a store?

revealed that 60% of pizzeriagoers favor takeout, while 44% choose delivery and 38% choose to dine in. This year’s census correlates this information, showing that 36.2% of respondents had the most sales growth from takeout (dine-in growth came in second at 22.4%). A full 30.9% of respondents are not currently offering delivery. For those who deliver, about one-fifth (19.7%) do not charge for the service; those who do charge tack on an average of $2 for the delivery fee. While the recession brought with it a trend toward eating at home, diners didn’t give up pizza. The beginning of 2011 also saw a rise in gas prices, making many consumers shy away from paying delivery fees and opting instead to pick up orders themselves.

48.7%ts oref ly

responden on something other than a POS system to record sales.

Going Gluten-Free and Staying Local

Delivery Takes a Backseat to Takeout Recent years have seen a shift in how consumers obtain their pizzas. A recent report by the Mintel Group

The gluten-free market has exploded over the past few years. Restaurant trade shows offer entire sections dedicated to the category; packages at the grocery store are emblazoned with the words “gluten-free”; and many pizzeria owners have been finding out just how much their bottom line can benefit from adding gluten-free options on their menus. PMQ even holds a gluten-free pizza competition every September at the Orlando Pizza Show. So, when we asked census takers if they offer a gluten-free crust, we were impressed that 15.8% do. Over the years, this number will more than likely grow as operators discover new methods of adding gluten-free pizza to the lineup (an example is given in this month’s take-and-bake article on page 68). The move toward local and sustainable ingredients has also been making an impression on operators, with the majority of respondents (42.8%) claiming that 1% to 10% of menu items come from a local farmer or producer. With so many consumers clamoring for local ingredients, and with many pizzeria owners so community-minded, we forecast a boost in the number of operators using local and sustainable ingredients before the next census.

50% of respondents require delivery

drivers to show their own proof of car insurance. 66

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According to the survey, October scared up the biggest sales for operators in 2010.

Marketing Mayhem Always up for debate is the use of coupons, door hangers and box toppers. When we surveyed this year, we were interested to find out how many operators were still using these tried-and-true methods of marketing now that Facebook and Twitter are used so widely. There was a split decision on the use of coupons, with 27% saying they never use them and 27.6% saying they’re hooked on using them. The rest said they use coupons once in a while. On the consumer side, coupon use rose steadily at the close of 2008 due to the recession, and then held steady in 2010 compared to 2009 levels, according to Inmar, a consulting firm for retailers and manufacturers. As for door hangers, these once-popular marketing vehicles have been seeing a decline in recent years, more than likely attributed to difficulties in getting them properly posted by employees—and read by consumers. A full 66.4% of respondents said they never use door hangers to market their business. Box toppers fared better, with 57.9% of operators reporting that they either frequently, or occasionally, use the method to get their message out.

Online Ordering: The Unsung Hero

58.6%

of pizzeria operators don’t serve any alcohol in their restaurants.

After three years of steady growth in online ordering, this year’s census results revealed a dip in its usage. The slight decline was surprising, as the numbers of consumers using online ordering continues to grow, with 40% of U.S. consumers having ordered food online and most expecting it to be available in the future, according to a recent study by Cornell University. Companies such as Domino’s Pizza (dominos.com) are bringing in nearly 25% of orders via the Web, paving the way for independent pizzerias to benefit from the groundwork they’ve laid. And online ordering continues to be a successful vehicle for technology-driven consumers looking to avoid hold times and have the ability to scan through and select pizza, side items and drinks at their leisure. Liz Barrett is PMQ’s editor-in-chief.

Top Marketing Ideas We—and other pizzeria operators—always want to know what types of marketing promotions work, so we always ask the question, “What marketing promotion in the past 12 months yielded the most dramatic results?” And while answers such as direct mail, box toppers and door hangers always make the list, here are some other responses that you might be able to take inspiration from this year: • Buy one pizza, get one free with the purchase of two drinks • Online coupons • Ads in a local magazine • Facebook marketing • Do fundraisers on the days you’re normally closed. Offer 10% to 20% of sales and pack the restaurant. Employees are happy to get extra hours and tips, too. • Two slices and a soda for $5.50 • Text marketing • Offer a special pizza of the week • Baseball league coupons • Distribute to-go menus at local offices • Email newsletter with small-town news and specials just for readers • Offer a rewards program • Free T-shirt giveaway • Radio ads • Coupons in a coupon-clipping magazine • Fire Prevention Week activities and specials • Thank-you letters • Monthly calendar listing specials • Free 8” dine-in-only coupons • Ad in school publication • Hotel advertising • Customer appreciation special • Birthday mailing list • $10 large pizzas for National Pizza Month in October • Fundraising card • Valentine’s Day card from the pizzeria • Participate in an auction • Stickers on the front page of the local paper • Family deals, which include pizza, wings, sides and drinks for one price • Bring in competitor’s phone book ad and receive a 12” one-topping pizza for $5 • Hand out flyers in front of big-box store • Handwritten letters to new and existing customers • Free 8” single-topping, dine-in-only coupon handed out to trick-or-treaters on Halloween

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half-baked Discover the benefits of adding take-and-bake pizzas and make-your-ownpizza kits to your offerings. By Missy Green When Domino’s Pizza (dominos. com) introduced delivery pizza, delivery became the norm. Now, pizzeria operators are looking to takeand-bake and pizza kits as a new way to reinvent their product. Take-and-bake pizzas are fully prepared, uncooked pizzas that customers cook in their ovens at home. They offer the convenience of frozen pizzas, but contain all the benefits of fresh toppings and restaurant-quality ingredients. In contrast, pizza kits offer a customer the opportunity to assemble the dough, sauce, cheese and toppings however he likes, and then bake the pizza in his home oven. Papa Murphy’s Pizza (papamurphys.com) is by far the largest take-and-bake chain. It’s the fifth-largest pizza chain in the United States and relies exclusively on selling uncooked pizza along with bakeable sides such as cheesy bread and cookie dough. Papa Murphy’s operates more than 1,200 stores in 37 states and Canada, and has paved the way for others interested in peddling unfinished pies. Colorado68

based Nick-n-Willy’s (nicknwillys.com) has grown to 28 stores using a combination of take-and-bake and finished pizzas. Noble Roman’s (nobleromans. com), a chain that also offers take-and-bake pizzas in grocery stores, has nearly 1,000 locations around the country.

Why Add Take-and-Bake or Pizza Kits? Of all the pizzeria owners we interviewed who added take-and-bake pizzas or pizza kits to their menus, every one encouraged other pizzeria owners to try it, even though it consistently represented a small percentage of their overall sales. These savvy owners added take-and-bake or pizza kits after noticing a demand in their area or getting personal requests for their dough, sauce and cheese for customers to take home. Justin Gallant from Pier Pizza (pierpizza.com) in Wakefield, Rhode Island, started offering pizza kits a few months after receiving two phone calls in one evening from friends who were making pizza at home. Both had bought premade dough, a bag of cheese and a jar of sauce at the grocery store and needed Gallant’s advice on how to bake the pizza. “They didn’t know what temperature

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the oven should be or what kind of pan to use,” says Gallant. “They spent probably $15 on something I could have given to them, ready to heat, for $9.99.” More and more operators are realizing that take-and-bake and pizza kits are ways to stomp out competition from grocery store convenience pizzas. Creating a pizza at home, especially with loved ones, is an alluring experience. The kitchen fills with the warmth and aroma of the pizza, and the process provides a bonding experience between

friends and family. Mike Tomasso from Tomasso’s Pizza & Subs (tomassospizza. com) in Boca Raton, Florida, offers a pizza making kit, half-baked pizza, and even a heart-shaped pizza kit for two, ideal for making a romantic evening between sweethearts. Other pizzerias, such as Candelari’s (candelaris.com) in Houston and Slice (sliceperfect.com) in New York, market their pizza kits to children to liven up birthday parties or family pizza nights. “Family time is important to Americans,” remarks Miki Agrawal, owner of Slice.

Preparing pizza together is also a fun activity; and, as Michael May from Candelari’s points out, “Kids like their food more when they make it themselves.”

Expand Your Customer Base Take-and-bake and pizza kits allow you to sell to different types of customers. First, creating a take-and-bake option improves the longevity of your pizza, allowing it to travel with your long-distance customers. Ally’s Real New York Pizzeria (allyspizzeria.com) in Land O’ Lakes, Florida, sells 20% of its pizza in kit form. Most of the kits are sold to customers who live far away and detour to take a kit home and cook it fresh. Takeand-bakes can even be sent in the mail: Jay Phillips from Goode & Fresh Bakery (pizzabakery.com) in Glenview, Illinois, reports that customers mail his takeand-bake pizza to their children who’ve moved away for college and miss their local pizzeria. Grocery stores can become new venues for your pizza as well. Getting into grocery stores presents your product to a new demographic of customers who might not have visited your store or seen your logo. Apart from selling more pizza, eye-catching packaging will further your name and reputation in the community. Gallant was approached by a local grocery store interested in putting his pizza kits in the store only a few months after he started producing the kits.

Fundraising and Gluten-Free If you want to start out at a slower pace, consider using pizza kits for fundraisers.

The Tomasso’s Pizza making kit contains everything needed to make a large pizza at home.

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Fundraisers allow you sell more pizza and help the community, too. Slice uses its pizza kits much like Girl Scout cookies: Groups ask customers to prepay for the amount of pizza kits they’d like, so the pizzeria knows exactly how many to make. The fundraising groups purchase each kit for $5.99 and sell them at double the price, so it’s a lucrative fundraiser for them. And, since everything is preordered, there’s no waste for the pizzeria. Finally, keeping your pizza out of the oven could be your chance to offer glutenfree pizza. Jeff Aufdencamp from Mama Mimi’s Take ’N’ Bake Pizza (mamamimis. com) in Columbus, Ohio, sells 10% of his pizzas as gluten-free. According to Aufdencamp, gluten-free pizzas as take-andbakes are a natural fit because “there’s a good risk of cross-contamination if you use the same oven for gluten-free as you do for regular pizza.”

On the Menu Is it feasible for your pizzeria to begin selling take-and-bake pizzas? “All you need is a shrink-wrap machine,” says

Slice uses its pizza kits for fundraisers.

Phillips. “Most people use parchment paper, but include some nice take-and-bake trays, and you’re looking at startup costs of around $200, max.” Take-and-bakes and pizza kits prepared ahead of time are generally special-

ty pizzas or a simple cheese or pepperoni. Mama Mimi’s features gourmet pizzas such as pesto chicken with artichoke hearts and Parmesan. For uncooked pizzas made to order, the customers can choose their toppings. At Tomasso’s,

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pepperoni and mushroom are by far the most commonly ordered toppings. Typically, pizzerias charge a little less for kits and take-and-bakes. At Ally’s Pizzeria, a kit is only $3 after purchasing the deluxe tool set, which comes complete with cutter, pan and instructional DVD for $49.95. In other pizzerias, such as Goode & Fresh Bakery, take-and-bakes cost the same as a regular pizza; at Tomasso’s, customers save $5 by purchasing a large pizza kit for $12.

Take-and-bakes and pizza kits are a low-cost investment that provides a novel service to your customers and opens up your store to a new demographic of clientele, whether it be through grocery store shoppers, fundraising groups or those with a gluten intolerance.

Missy Green is the assistant director of the U.S. Pizza Team.

Half-Baked Inspiration Looking for more creative tips when adding take-and-bake and pizza kits to your operation? Check in with the following pizzerias and see what they’ve done: • Extreme Pizza, extremepizza.com

• Mama Mimi’s, mamamimis.com

• Figaro’s Pizza, figaros.com

• Nick-N-Willy’s, nicknwillys.com

• Giordano’s, giordanos.com

• Noble Roman’s, nobleromans.com

• Homemade Pizza Company, homemadepizza.com

• Papa Murphy’s, papamurphys.com

• Joe Corbi’s, joecorbi.com

• Zachary’s Chicago Pizza, zacharys.com

• Lou Malnati’s, loumalnatis.com

• Pizzeria Uno, unos.com

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Striking Oil

Learn to tell the difference between olive oils, and how to keep them fresh. By Cory Lewis Should I buy virgin or extra-virgin olive oil? What is the difference between an oil’s label stating its content is a “product of” a country, and its saying that the olives were cultivated, harvested and processed into oil in the country of origin? Are the oil’s age, storage and color important? The answers to these questions can influence what and why you buy, and how you use your olive oil. The nature of olive oil’s origins, the enthusiasm surrounding it, and its varieties and uses are similar in many ways to those of wine; the olive and the grape even share the same ancient migration pathway. Whether the subject is olive oil or wine, the geography and climate of production—as well as the person doing the harvesting and blending—significantly affect the quality and enjoyment of the product. The history of the olive tree—its ancient migration from Turkey westward to northern Africa, then into the Mediterranean coastal regions, moving north throughout Italy and Spain, and finally into southern France—is similar to the cultural 72

development of Western civilization. In the mid 1700s, Spanish priests introduced olive trees to Mexican soil, and by the early 1800s, the crop had moved north into California (the United States is a relative newcomer in the cultivation of olive trees and olive oil production). While most countries have adopted the standards for oil quality and purity determined by the International Olive Oil Council (IOOC), the United States has yet to adopt this code, operating instead on the USDA system.

Differentiating Between Oils Generally, there are two main categories of olive oil. The first includes olive oil extracted directly from the flesh of the olive without using chemical solvents or a reesterification process. This category of oil must not be adulterated by blending with oils from other sources, such as nuts or seeds. Extra-virgin, virgin, refined and pure olive oil are included in this first category. The second oil category is extracted from olive pomace (the leftover olive flesh and pits from the first oil extraction), using solvents and physical treatments. According to the IOOC’s regulating and grading system, the highest-quality oil—extra-virgin—must be no more than .8% acidity in order to conform to specific processing regulations and pass a rigorous taste evaluation. The oil must be coldpressed and processed through mechanical extraction methods that use no chemicals or heat. The lower the acidity level, the higher the oil’s quality. The higher cost of extra-virgin olive oil is due to traditional harvesting and processing methods, which are

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time-consuming and labor-intensive. When choosing an extravirgin olive oil, read the label, as it should tell you where the olives were grown and processed, and its bottling date. Time is another significant factor that separates extra-virgin oil from other oils: Transportation time from the oil’s country of origin to another country for processing and bottling is considerably longer than the 24- to 36-hour harvest-to-pressing time for locally harvested and processed extra-virgin olive oil. As a result, extra-virgin olive oil maintains the integral characteristics of color, taste and aroma, and a maximum of .8% acidity, qualifying it as superior oil. Mass-produced olive oils are blended from varying percentages of extra-virgin and refined virgin oils, with a combined acidity level of less than 1.5%. The reduction in purity and higher acidity level are reflected in a less costly product. In response to the rising concern about diet and weight loss, “light” variations of oil are now being marketed; however, these products are not actually lower in calories, but often do lack significant flavor and color due to the refining and extremely low percentage of extra-virgin oil in the blend.

Olive Oil’s Foes Heat, age and light are olive oil’s enemies. This evil threesome can increase the acidity level, which causes the oil to become rancid. When shopping for olive oil, take note of where the oil is displayed. Oil stored in a darker area with a green glass bottle is preferable to one stored under a bright fluorescent light and in clear glass. Check to see if a processing date is stamped on the label, and always store your olive oil in a cool, dark spot in your pantry or cellar—definitely not near your stove or in the refrigerator. Storing oil in the refrigerator can cause condensation that drips water into the oil, causing rancidity. And, unlike wine, olive oil does not get better with age. It is common practice to use a one-year-old extra-virgin olive oil strictly for cooking, and use a more recently pressed oil to drizzle over vegetables or grilled steak when you want the oil’s distinctive characteristics to be more dominant in a dish.

Vinegar Varieties More than 900 years ago, sweet rich balsamic vinegar was being produced in Modena, Italy. Although it is considered wine vinegar, balsamic vinegar is not actually made from wine, but is permitted to ferment in a manner similar to wine. White trebbiano grape pressings are reduced to a thick syrup and aged in oak casks under very strict regulations to begin the aging process. Unlike with olive oil, the aging process of vinegar intensifies its distinctive flavors and increases the cost. The length of the fermentation process in various barrels determines the vinegar’s flavor characteristics, density and uses. Over a period of years, depending on the quality being produced, the vinegar is transferred to a series of barrels, with each one getting progressively smaller and changing in wood variety. Chestnut, juniper, cherry, ash and mulberry wood each impart specific characteristics to the vinegar. Fermentation time ranges from three years for inexpensive balsamic vinegar to 100 years for the extraordinary vinegar that is dispensed using a dropper. Quality is determined by the years spent in fermentation and the variety of woods it comes into contact with. Lesser-quality vinegars are great for making vinaigrette dressing, while more expensive balsamic vinegars should be used as a condiment.

Easy Recipes With the help of the Internet, innovative recipes that use olive oil are only a few keystrokes away. Depending on its flavor, you can use the oil as a condiment, to sauté, or to dress salads. Creating basic salad vinaigrette is very easy: Whisk together one finely minced shallot, 1 teaspoon Dijon mustard, 1 teaspoon chestnut honey, and 2 or 3 tablespoons balsamic vinegar. Then, very slowly, drizzle in 1/3 cup extra-virgin olive oil, whisking constantly to incorporate. This basic dressing is perfect to top a salad such as tossed arugula greens, sliced roasted beets, chopped toasted walnuts and a few crumbles of roomtemperature Gorgonzola cheese. Roasted root vegetables—such as beets, carrots, potatoes (white, sweet or both) and turnips—that have been tossed in a good-quality olive oil are great fall accompaniments to grilled meats. Toss the peeled vegetables with olive oil, then spread on a sheet pan and roast at 350°, until tender. Sprinkle the vegetables with sea salt and pepper after you remove them from the oven. Meanwhile, a tablespoon of balsamic vinegar, plus chopped rosemary or thyme, can be added to olive oil before tossing with yellow summer squash, zucchini and eggplant.

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Roasted vegetables can be served as part of a room-temperature antipasti platter or as an accompaniment to grilled meat, chicken or fish. Try the following recipe for antipasti olives, which make a great appetizer: In a small saucepan, warm ½ cup extra-virgin olive oil over low heat. (It is very important that the oil be only warm—not hot.) Add to the warmed olive oil two or three star anise; several 1”-wide strips of tangerine, lemon or orange zest, with the white part removed; one or two cloves of garlic; and a pinch of red pepper flakes, if you’d like. Remove the mixture from the heat to let the flavors intensify for a half hour. Add 2 cups of mixed-variety rinsed brined olives, and mix together so that the olives are thoroughly coated with the infused oil. Store in a glass jar in the refrigerator, and remove one hour before use so that the mixture comes to room temperature and the flavors release.

Oil and Vinegar Suppliers Looking for new olive oils or vinegars? Try these sources: Acetum, acetum.it Aurora Olive Oil, 631-277-1087 or 516-312-1952 Bunge Oils, 800-828-0800, bunge.com Caputo Cheese/Wiscon Corp., 708-450-0074, wisconcorp.com Catania-Spagna Corp., 800-343-5522, cataniausa.com Columbus Foods, 800-322-6457, columbusfoods.com Leonardo e Roberto’s Gourmet Blends, 310-532-7157, gourmetblends.us Marconi Foods, 888-536-7687, marconi-foods.com Olisur, olisur.com Orlando Foods, 201-368-9197, orlandofoods.com

BRANDALL ATKINSON

Cory Lewis graduated from the Institute for Culinary Education in New York, where she served as an instructor in pastry and baking. She has worked in the field of culinary arts in New York, Florida and California, and has been an adjunct assistant professor of art at the University of Mississippi since 2003. Her international culinary travels have included northern Italy, France and Spain, and she is a member of Chefs Collaborative, an organization that supports sustainable cuisine.

Par-Way Tryson Company, 636-629-4545, parwaytryson.com Rozendal Vinegar, iheartoliveoil.com Sid Wainer & Son, 508-999-6408, sidwainer.com The Smoked Olive, 707-360-5226, thesmokedolive.com Vigo Importing Co./Alessi, 813-884-3491, vigo-alessi.com

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Industry Outlook: Sandwiches

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s e n e c S e h t d Behin

OPERATIONS___________ Steve Green Publisher Beginning his pizza career as an MBA-holding marketing director for the largest Domino’s Pizza franchisee in 1982, Steve set several national sales records before building his own pizzerias in New York, California and Mississippi. His love for helping others sell more pizza through his marketing consulting services led him to eventually publish Pizza Marketing Quarterly (now PMQ Pizza Magazine) in 1997. x123

Meet the staff of the pizza industry’s No. 1 magazine and website. Get familiar with who’s behind PMQ through these mini bios, and don’t be shy about calling on any of us when you need assistance. EDITORIAL_____________ ADVERTISING_________________________________ Liz Barrett Editor-in-Chief A journalist for more than 15 years and a recent ASBPE journalism award winner, Liz has been with PMQ for four years. As the editor-in-chief, she plays an instrumental role in the planning and coordination of each issue of PMQ Pizza Magazine. Throughout the year, you can find her tracking down stories at various industry events and savoring slices at pizzerias across the country. x126 Tracy Morin Managing Editor Tracy has been in magazine publishing for more than eight years and is an ASBPE Award-winning writer. At PMQ, she writes Time Capsule and feature articles, and is responsible for copyediting and proofreading the magazine’s contents. Her favorite parts of the job include talking with pizzeria operators across the country, tracking trends and, of course, eating pizza! x140 Andrew Abernathy Associate Editor Andrew joined PMQ in May 2008 after working in media and public relations at the University of Mississippi. An alumnus of the university, he received his BA and MA from the Meek School of Journalism & New Media. As associate editor, he covers industry trends, profiles pizzeria owners and manages multimedia content for PMQ.com. x133

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Clifton Moody Account Executive Clifton brings 24 years of sales experience to PMQ and has been with the company doing ad sales for 4½ years. His goal at PMQ is making sure that advertisers are satisfied with their exposure and getting great results. He is happiest when his clients are happy! x138

Emeasha Mitchell Account Executive Emeasha has five years of office experience, which comes in handy when assisting the PMQ sales staff with advertising efforts. She’s also in charge of processing all of the orders that come through for the U.S. Pizza Team Throw Dough. x127

ADMINISTRATION______________________________ Shawn Brown Chief Financial Officer Shawn Brown is PMQ’s longest-serving employee. With an accounting degree from The University of Mississippi, Shawn has logged more than 12 years as chief financial officer. She loves working in the pizza industry and has traveled with the PMQ crew on many pizza adventures.

Holly Henning Event Coordinator Holly joined the PMQ lineup in January 2011 after graduating from the University of Mississippi with degrees in English and psychology. As a coordinator for PMQ and the U.S. Pizza Team, Holly helps organize special events, including trade shows, team performances and trips, and media appearances. x129

Sherlyn Clark Circulation Manager A PMQ employee for 11 years, Sherlyn has been the office manager and assistant to both the publisher and the co-publisher. Sherlyn now manages PMQ’s telemarketing and circulation. x120

Marie Johnson Telemarketer Marie has been with PMQ for 10 months. More than 20 years of marketing and management experience has proven to be a benefit to telemarketing efforts at PMQ. x144

PMQ INTERNATIONAL___________________________ Tom Boyles PMQ Australia-NZ Tom is the former editor of PMQ Pizza Magazine and has been the publisher and owner of PMQ’s Pizza Australia since 2007. The two publications occasionally share content that’s relevant to both publications’ readers.

Yvonne Liu PMQ China Yvonne began studying the Chinese pizza industry in 2005, visiting the United States and European countries to understand the different pizza cultures. She’s dedicated to promoting the development of the pizza industry in China.

Linda Green Co-Publisher Co-publisher and founder Linda Green has worked alongside her husband, publisher Steve Green, since 1982, first filling in with emergency pizza deliveries. She is now involved with sales, accounting and support of the U.S. Pizza Team. x121 Stefanie Goodwiller Director of Operations Creative director since 2007, Stefanie has recently become PMQ’s first-ever director of operations. In addition to her passion for food and photography, Stefanie brings 30 years of design experience and knowledge of the printing/ publishing industry to PMQ. x124

DESIGN/PRODUCTION____ Ellen Kellum Art Director Ellen has been with PMQ for three years, first as a graphic designer and now as art director. She works as part of the creative team that produces the award-winning print and online content you rely on from the nation’s No. 1 pizza marketing resource. x135 Bernard Rueschhoff IT Director Bernard has been an information technology professional since 1998, with a focus in systems administration and software engineering. As one of the newest members of the PMQ family, he is busily learning the ins and outs of the PMQ website and database systems. x139 Daniel Morrow Video and Web Editor Daniel joined PMQ in 2011, bringing with him more than 10 years of experience in Web design and video production. His primary role is creating great new content for Pizza TV, while occasionally lending a hand with website management. x136

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Product Spotlight What’s On the Market Feel Nutty? Both creamy and chocolaty, Ferrero’s Nutella spread is made from roasted hazelnuts, skim milk and a hint of cocoa, with no artificial colors or preservatives. Ideal for dessert pizzas, the spread is a great way to satisfy a customer’s sweet tooth. 623234-9156, ferrero.com

Kitchen Style Safety First Eagle Armor Security provides video surveillance systems that sync with POS data for real-time video. The technology marries all POS button pushes and item scans into a video infrastructure, creating a powerful query and reporting tool that enables you to identify all activities that affect your bottom line. 312-970-1738, eaglearmorsecurity.com

Fit for both the executive chef and the line cook, Chef a la Mode kitchen uniforms are made for the demands of a professional kitchen. All garments are hand-fashioned and designed for everyday wear with high style. 888-804-3375, chef-alamode.com

Under The Hood Purchasing Power The North American Bancard Phone Swipe can increase revenue and expand your customer base with the latest in smartphone credit card processing technology. The free app and credit card reader transforms your smartphone into a mobile point-of-sale terminal. 800-2262273, nabancard.com

Ventilation Direct offers energy-efficient ventilation packages specifically engineered for pizzerias. Packages include canopy hoods, ductwork, an electrical prewire package, exhaust fans, fire suppression, tempered makeup air units and more. Custom packages with quick price quotes (including drawings) are available. 866-433-8335, ventilationdirect.com

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Save a Tree The Ultra Green TreeSaver Pizza Box is earth-friendly and compostable. Made from natural, renewable fibers such as sugarcane and bamboo—not recycled tree products—your customers can also use it for baking and reheating. 763-746-3345, ultragreenhome.com

Baked Goodness

Perk Up Quality Espresso espresso makers are ETLcertified, and the company has more than 50 years of experience. The Futurmat F3 features a stainless steel frame and arms to withstand heavy usage, and a front-mounted gauge to monitor water and steam pressure. 786-369-7878, ext. 202, qualityespresso.com

The freshly milled, whole-grain baked goods from The Bread House and Granary received a Food & Beverage Product Innovation Award during the 2011 National Restaurant Association Show and are made by the residents of GraceWay, a women’s shelter in Albany, Georgia. All proceeds benefit the center and its mission. 229-888-9775, thebreadhouse.com

Targeted Texting Target a person, not just a phone, with TextBait mobile marketing, which automatically captures your customers’ names, birthdays, emails and eating habits. In addition, the service virally recruits customers’ friends to join your marketing campaigns by sending personalized messages and coupons. 949-288-3475, textbait.com

Neapolitan Masters Marra Forni Neapolitan wood-burning ovens are handmade in Naples, Italy, and built for high quality. The ovens burn at 900°F and can cook a pizza in 90 seconds; all are custom-tiled and feature a refractory brick core, which won’t crack over time. 301623-3001, eurorestaurantsolutions.com

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PMQ Pizza Magazine â&#x20AC;&#x201C; The Pizza Industryâ&#x20AC;&#x2122;s Business Monthly

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Come see us at the Orlando Pizza Show Booth #1035

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1-877-For-Oven

(1-877-367-6836)

121 Dewey Dr, Unit E Nicholasville KY 40356

www.PizzaOvens.com

• All stainless steel exterior and interior • Digital microprocessors with defrost cycles for all refrigerators and freezers • Beautiful, sleek design • American family owned since 1955

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Advertiser Index September 2011 Display Advertiser

Phone

Website

Page

Action Images..................................................... 847-763-9700....................................... actionimagesinc.biz ................................. 70 AIB..................................................................... 800-242-2534............................................ aibonline.org ...................................... 57 Action Images..................................................... 847-763-9700....................................... actionimagesinc.biz ................................. 70 AM Manufacturing Company............................... 800-342-6744............................................. ammfg.com........................................ 61 Bay State Milling................................................. 800-55-FLOUR....................................... baystatemilling.com .......................... Cover 2 Bellissimo........................................................... 800-813-2974....................................... bellissimofoods.com ................................. 35 Best Choice Printing............................................ 800-783-0990 . ...............................................bcms.us........................................... 75 Burke.................................................................. 800-654-1152........................................ burkecorp.com/pm ........................... Cover 3 Bay State Milling................................................. 800-55-FLOUR....................................... baystatemilling.com ................................. 19 Chef A La Mode................................................... 888-804-3375........................................ chef-alamode.com .................................. 81 CrustSaver.......................................................... 877-437-4743........................................... crustsaver.net...................................... 82 Doughmate......................................................... 800-501-2458......................................... doughmate.com ................................... 80 Fontanini............................................................ 708-485-4800............................................ fontanini.com . .................................... 17 Giochi Di Pizza..................................................... 305-576-0002................................. gdprestaurantsupplies.com ........................... 80 Grande................................................................800-8-GRANDE........................................ grandecheese.com .................................... 3 Hix..................................................................800-835-0606 x 205..................................... doughxpress.com.................................... 46 Hojiblanca.......................................................... 201-384-3007............................................acorsausa.com...................................... 81 HTH.................................................................... 800-321-1850............................................ hthsigns.com....................................... 83 iFranchise Group................................................. 708-957-2300........................................... iFranchise.com ..................................... 71 La Nova............................................................... 716-881-3355.............................................. lanova.com . ............................... Cover 4 Liguria................................................................ 800-765-1452.......................................... liguriafood.com .................................... 23 Lillsun................................................................. 260-356-6514.............................................. lillsun.com ....................................... 46 MF&B Restaurant Systems................................... 888-480-EDGE.......................................... edgeovens.com .................................... 45 Marsal & Sons..................................................... 631-226-6688.......................................... marsalsons.com .................................... 69 Message on Hold................................................. 800-392-4664................................. messageonholdservice.com ........................... 71 Microworks......................................................... 800-787-2068.......................................... microworks.com .................................... 11 Middleby Marshall.............................................. 877-34-OVENS........................................... wowoven.com ....................................... 7 Moving Targets................................................... 800-926-2451....................................... movingtargets.com ................................. 21 Orlando Foods..................................................... 201-368-9197........................................ orlandofoods.com .................................. 55 PDQ.................................................................... 877-968-6430............................................. pdqpos.com ....................................... 39 PizzaOvens.com..................................................877-FOR-OVEN...........................................pizzaovens.com ..................................... 82 Pizza Prints/The Lucks Company.......................... 800-806-2595.......................................... pizzaprints.com .................................... 13 Precision Mixers ................................................. 877-R-MIXERS.......................................... pizzamixers.com..................................... 29 ProTeam............................................................. 866-888-2168............................................pro-team.com....................................... 74 Saputo................................................................ 800-824-3373.................................. saputousafoodservice.com ............................ 19 Smart Transactions.............................................. 888-494-9760..................................... smarttransactions.com ............................... 31 Stanislaus........................................................... 800-327-7201........................................... stanislaus.com ....................................4, 5 System Filtration................................................. 877-508-0777.......................................systemfiltration.com.................................. 82 Text Ripple.......................................................... 269-420-0210........................................... textripple.com...................................... 83 Thrust Bikes........................................................ 714-546-7117.................................... thrustelectricbikes.com .............................. 81 Univex................................................................ 800-258-6358.......................................... univexcorp.com .................................... 83 Venice Bakery..................................................... 310-322-7357......................................... venicebakery.com ................................... 80 XLT..................................................................... 888-443-2751.............................................xltovens.com....................................... 27 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. 84

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Industry Resource Guide Grab a direct weblink to every advertiser in this guide at PMQ.com

Apparel

cheese, cont.

CAMPUS COLLECTION....... campuscollection.net..................... 800-289-8744 CUSTOM T-SHIRT DESIGNS . ................................ Free art with minimum order! Inventory Stock Program ............................ we warehouse your t-shirts for you.

coffee

baking schools

computer systems: point of sale

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

Technology choices for every taste. • •

cheese

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•

• Loyalty Programs Point-of-Sale Online Ordering • Automated Marketing Smartphone Ordering

September 2011 • pmq.com

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PMQ Industry Resource Guide computer systems: point of sale, cont.

cutting boards - equal slice

dough

dough dividers/rounders

coNSULTING

crusts Mountain harvest pizza crust co........................................... Billings, MT Contact: Eric LeCaptain............ 800-342-6205..................... Fax: 406-248-7336 Sheeted Dough, Prebake Crusts, Dough Balls, Freezer to Oven, Self-Rising Crusts in Standard, Wheat and Nine Grain.....eric@mountainharvestpizza.com

dough presses, rollers

t.n.t. crust .................................................... Box 8926, Green Bay, WI 54308 Lisa Bartikofsky..................... 920-431-7240...................... Fax 920-431-7249 Large variety of prebaked crusts and Readi-Rise self-rising, live yeast crusts. Experts in customizing formulas.

september 11-13, 2009

Baker’s quality pizza crusts, www.orlandopizzashow.com inc....................................... Waukesha, WI Par-baked, Sheeted, Pressed and Self-Rising Crusts; Custom Crusts; All sizes. www.BakersQualityPizzaCrusts.com.......................................800-846-6153

Food for thought...

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PMQ Industry Resource Guide dough presses, rollers, cont.

flour, cont.

dough trays/proofing trays DoughMate® by Madan Plastics Inc.

DoughMate

food distributors

• Dough Trays – extremely durable and airtight! • Dough Tray Covers – designed to fit! The Leaders in • Plastic Dough Knives – two ergonomic designs! Dough Handling Products • 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 20 years experience in dough trays.

Call 800-501-2450 ........... www.doughmate.com ......... fax: 908-276-9483

flour, GLUTEN-FREE 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 Dakota Prairie is a dedicated manufaturer of Gluten-Free flours, 37 pre-mixes, custom-mixes and many packaging options. By far the best grinds and the highest standard of purity...............dakota-prarie.com..........................701-324-4330

gluten-free products W H O L E S O M E

flour

D E L I C I O U S ™

insurance

September 8-10, 2011 OrlandoPizzaShow.com

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PMQ Industry Resource Guide machinery/ovens/equipment

machinery/ovens/equipment, cont.

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PMQ Industry Resource Guide machinery/ovens/equipment, cont.

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

Conveyor & Deck Ovens All Major Brands Available

Leer Walkin Coolers and Freezers

save time and increase profits!

New & Remanufactured! Pizza Store Equipment and Supplies!

www.timeforge.com 866.684.7191

marketing ideas

Your #1 Source for replacement parts for all major brands of equipment. Just to name a few...Randell · Stephan · American Range · Imperial · Cold Tech · Middleby Marshall Lincoln Impinger · LEER · CTX · True

1-800-426-0323

www.northernpizzaequipment.com 8020 Grand Street · Dexter, Michigan 48130 Hobart Mixers

Randell Refrigeration Prep Units & Freezers

How to Sell More Pizza... and keep customers coming back for more! • How to make a lot more money from your POS system • How to generate record setting proﬁts from present customers • How to grab business away from your competitors

901-767-2937

loyaltycoach.com

Northern Pizza Equipment, Inc.® www.northernpizzaequipment.com

magnets

JUMBO PIZZA SLICE MAGNETS 399-2966 WE DELIVER

www.magneticadconcepts.com

977 Butternut Dr. Holland

mailing services

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PMQ Industry Resource Guide marketing ideas, cont.

Reach a New audieNce eveRy MoNth! FREE 1st Month Mailing with Exclusive Agreement Exclusivity: Lock Out Your Competition • Zip-Code Select: No Wasted Coverage 2nd Thank You Postcard Mailing • Tru Trak™: So you know its working PLUS Optional Demographically Targeted Postcard Mailings!

1-800-497-8360 x257

moisture absorbent toppings conditioner Krisp-it LTD...............................................800-KRISP-IT (800-574-7748) Keep it Crisp with Krisp-It! www.krisp-it.com.........................................................nick@krisp-it.com

olives

www.ourtownamerica.com

marketing, MOBILE

Eighty-Six Slow Sales Mobilize your best customers with a free mobile website and low-cost texting.

...mobilize & connect

ruxter.com 800.763.1953

menu boards National Menuboard........................... www.nationalmenuboard.com MAGNETIC & LIGHTED MENUBOARDS, LED & NEON SIGNS Call us Today at 1-800-800-5237..................Dave@nationalmenuboard.com

MEAT TOPPINGS

on hold marketing

BURKE CORPORATION................................................... www.BurkeCorp.com Italian, Mexican-Style and Specialty Fully Cooked Meats Contact: Liz Hertz............. sales_info@burkecorp.com............. 800-654-1152 fontanini/capitol wholesale meats Contact: Gene Fontanini.......... www.fontanini.com.................. 800-331-MEAT Pizza toppings, Italian sausage, meatballs, sliced gyros and sliced beef Sugar Creek Packing Co., Private Label Precooked Meat Topping Specialists www.sugarcreek.com................... 800-848-8205............. sales@sugarcreek.com

mixers

pesto

pizza boxes

september 11-13, 2009 www.orlandopizzashow.com

Food for t

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PMQ Industry Resource Guide pizza delivery thermal bags, cont.

pizza OVENS

Bag Solutions .................................................. Home of the Pizza Jacket EARTHSTONE OVENS, INC. ... 6717 San Fernando Rd.....Glendale, CA 91201 800-840-4915..........Fax: 818-553-1133....... www.earthstoneovens.com Deliver that pie HOT and DRY! 866-Bag-To-Go (866-224-8646) . ....................... www.deliverybags.com All units UI listed. Thermal Bags by Ingrid Best Selection of Pizza Delivery Bags Keep Pizza HOT! 800-622-5560 or 847 836-4400, 24/7 ordering ...... www.ThermalBags.com

Fish oven & equipment corp. .120 W. Kent Ave........Wauconda, IL 60084 TOLL Free 877-526-8720........ Fax: 847-526-7447....... www.fishoven.com LINCOLN FOODSERVICE PRODUCTS................................... 888-417-5462 1111N. Hadley Rd. Fort Wayne, IN 46804...................... Fax 260-436-0735 Impinger Conveyor Ovens featuring FastBake and Quest EMS

Keep Your Food HOT with our ALL NEW Patented System!

Electric Pizza Delivery Bags 888-556-2024 • www.RediHeat.com

ELECTRIC

HOTBAG

DELIVER OVEN - HOT PIZZA, GUARANTEED!

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 Pizzaovens.com Your complete source for buying and selling pizza equipment. pizzaovens.com or call toll free 1-877-FOR OVEN roto-flex oven co..........................................Contact Richard Dunfield 135 East Cevallos, San Antonio, TX 78204 PH 800-386-2279....... www.rotoflexoven.com........... Fax 210-222-9007

i feel pretty.

oh, so pretty!

THE BAG

The Check Electric HoTbag plugs into a cigarette lighter to heat and stay at 160-175°. It’s made of sturdy 1,000 Denier nylon with removable heating elements to make cleaning easy.

Made in the USA

800-927-6787

THE SYSTEM

The rack holds 12 large Electric HoTbags heated simultainously by a power distribution unit (PDU). Pizzas are kept oven-hot in the bags until ready for delivery. Quick release connector snaps into the vehicle power cord.

www.HOTBAG.com

pizza box liners

September 11-13, 2009

The Marsal MB Series is designed to fit your restaurant’s specific needs. Not only is it equipped with our exclusive burner system and 2” thick brick cooking surface to ensure the most evenly baked crust, but it looks great too. You can customize the exterior decor of your MB Series oven easily either with our prebuilt finishing kits or your own brick of tile design. Attract customers with a great looking oven and a great tasting pizza.

www.orlandopizzashow.com

Food for thought... www.pmq.com/tt2/recipe 92

Setting the new standard. visit us online at www.marsalsons.com

(631) 226-6688 FAX (631) 226-6890

& sons, inc. Pizza Ovens and Equipment

PMQ Pizza Magazine – The Pizza Industry’s Business Monthly

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PMQ Industry Resource Guide pizza OVENS, cont.

pizza pans, cont.

pizza supplies Manufacturer & Distributor of Pizza Smallwares www.paprod.com 734-421-1060

• 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

Plastic Dough Containers

Non Stick • Easy to Clean • FDA Approved Plastic Heavy Weight • Last 10X longer than metal! Replace your dented ones TODAY ! Manufacturers’ Direct Pricing For free* sample email us at:

SunsetPlastics@aol.com

(*Does NOT include postage & handling)

Call Vito:

718-200-1013

pizza PEELS LILLSUN.........................................................PO Box 767, Huntington, IN 46750 Setting the Standard.............................................Made in the U.S.A. since 1951 Ph 260-356-6514............. www.lillsun.com ......................Fax 260-356-8337

September 11-13, 2009 www.orlandopizzashow.com

Food for t

pizza pans

pmq.com/tt2/recipe

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PMQ Industry Resource Guide printing

PMQ Pizza Magazine – The Pizza Industry’s Business Monthly

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PMQ Industry Resource Guide printing, cont.

spice formulation, blending & packaging

BEST CHOICE PRINT & MARKETING EXPERTS....................... For over 25 Years CALIFORNIA BLENDING, INC.......... Confidential Custom Blending & Packaging. Best Prices & Quality: ..........................Menus, Flyers, Door hangers, Post Cards Bill Mooreheart, Jr. ........................ Serving Industiral Spice needs since 1976. Print & Mail, Menus or Postcards ............................... Includes postage 27.5 ea 2603 Seaman, El Monte, CA 91733..............................................626-448-1918 WWW.bcms.US . ............................................................ or call 800-783-0990 Castella Imports, Inc. ................................................ www.castella.com 60 Davids Drive, Hauppauge, NY 11788........................................ 866-Castella COMMERCIAL PRINTING • MAIL FULFILLMENT SERVICES

$ www.colorvisionprint.com • 800-543-6299

Per 1,000 Postcards, 5x7, 2-color

McClancy Seasoning............................. One Spice Road, Fort Mill, SC29715 Contact: Chuck Wiley 800-843-1968.................................................................... Fax: 803-396-7794

Replacement parts

PRICE, QUALITY & SERVICE! M • Dooarketing List! 10,000 PREMIUM r Han • g

• Great Prices • Guaranteed Quality • Personal Service • Professional Graphic Design • Fast Proofs • One, Two & Full Color Printing • We Ship Nationwide • FREE Samples

PRINTED COLORS

Men • Fly us er • Box s Tops

.COM

Where Every Impression Counts!

ers

ore

DOOR HANGERS 2-Color (2/0) 349. (4/4) 599. Full

2-Color printed on 80lb Premium Smooth cover 4 Color printed on 80lb Premium Gloss cover

O:239.352.2755 F:239.353.4255

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

Neil Jones Food Company PO BOX 30/ 1701 W 16th St. Vancouver, WA 98666 1-800-291-3862 www.neiljonesfoodcompany.com The Neil Jones Food Company is a US food processor producing Finest Quality natural and organic tomatoes and custom sauce blends. We are a family owned and operated corporation, which started with San Benito in 1915. We strive to bring you the very best quality and variety in canned and pouch fresh-packed tomato products.

refrigeration

sticky notes

take and bake trays

specialty foods

september 11-13, 2009

Castella Imports, Inc. ................................................ www.castella.com 60 Davids Drive, Hauppauge, www.orlandopizzashow.com NY 11788........................................ 866-Castella Interviews, features and news from the world of pizza

with host Jim Dees

C3res guide sept11.indd 95

www.pizzaradio.com

September 2011 • pmq.com

8/16/11 11:30:36 AM

PMQ Industry Resource Guide tomato products

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

GUARANTEED LOWEST INDUSTRY PRICE!

THANKS to our U.S. Pizza Team sponsors!

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

WEBSITES

Used equipment used hobart 60 qt. mixer for sale Call Lynn at 214-552-3218........................................ or e-mail tbfm@tbfm.com

ventilation

wings

Sales Employment Opportunity PMQ Pizza Magazine is seeking onsite (Oxford, MS) or offsite sales professionals with strong background and knowledge of the pizza industry. You must possess an appreciation for the expanding ways that PMQ readers choose to stay connected with our business community, be it text, photo, audio, video or interactive. During the past 14 years, PMQ has evolved from a quarterly publication with a circulation of 10,000 readers to become the world’s best known pizza industry media brand with a circulation of 40,000 U.S. readers, 7,000 Australian readers (PMQ Australia), 5,000 Chinese readers (PMQ China) and an additional reach of thousands more pizzeria operators worldwide through partnering pizza publications. PMQ is also the online media leader, garnering twice the Web traffic as the competition. If you’re ready to help change the world of magazine media, send your resume to Stefanie Goodwiller at stefanie@pmq.com and Steve Green at sg@pmq.com.

uspizzateam.com

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Resource Guide Advertiser Index September 2011 Resource Advertiser

Phone

Page

AFC Insurance.......................................................800-411-4144.............................. 87 Allied Metal Spinning............................................800-615-2266.............................. 93 AM Manufacturing ...............................................800-342-6904.............................. 86 American Institute of Baking.................................785-537-4910.............................. 85 American Wholesale..............................................216-426-8882.............................. 95 AMS Enterprises....................................................865-524-2087.............................. 88 Armanino Foods....................................................866-553-5611.............................. 95 Atlantic Shores......................................................401-499-3618.............................. 88 Arrow POS.............................................................888-378-3338.............................. 85 Bacio.................................................................... 855-BACIO85............................... 85 Bag Solutions........................................................866-224-8646.............................. 91 Baker’s Quality Pizza Crusts...................................800-846-6153.............................. 86 Bay State Milling...................................................800-55-FLOUR.............................. 87 Belissimo..............................................................800-813-2974.............................. 87 Best Choice Print & Marketing Experts...................800-783-0990.............................. 95 Burke Corporation.................................................800-654-1152.............................. 90 California Blending...............................................626-448-1918.............................. 95 Campus Collection.................................................800-289-8904.............................. 85 Caputo..................................................................868-450-0090.............................. 85 Casa Di Lisio..........................................................800-247-4199.............................. 90 Castella Imports....................................................866-CASTELLA.............................. 95 Chalk Talk.............................................................800-492-4255.............................. 90 Checkcorp.............................................................800-927-6787.............................. 92 Chef a la Mode......................................................888-804-3375.............................. 85 Chef Santo Bruno..................................................813-230-8108.............................. 86 Color Vision...........................................................800-543-6299.........................89, 95 CoverTex...............................................................800-968-2310.............................. 92 Crust Saver............................................................877-437-4903.............................. 92 Dakota Living Flour...............................................701-324-4330.............................. 87 DeIorio’s................................................................800-649-9212.............................. 86 Domata Living Flour..............................................417-654-4010.............................. 87 Dough Xpress........................................................800-835-0606.............................. 86 DoughMate...........................................................800-501-2450.............................. 87 Dutchess Bakers’ Machinery ..................................800-777-4498.............................. 86 Earthstone Ovens..................................................800-840-4915.............................. 92 EDGE.....................................................................888-480-EDGE.............................. 93 Escalon................................................................. 888-ESCALON............................... 95 Factory Service......................................................866-285-9213.............................. 86 Fidelity Communications.......................................800-683-5600.............................. 96 Fish Oven & Equipment .........................................877-526-8720.............................. 92 Fontanini............................................................. 800-331-MEAT.............................. 90 GI. Metal...............................................................630-553-9134.............................. 91 Granbury Restaurant Solutions..............................800-910-3947.............................. 85 Grande Cheese Company...................................... 800-8-GRANDE............................. 85 Heritage Food Service Equipment..........................800-458-5593.............................. 95 High Point Coffee..................................................662-234-9942.............................. 85 Hudson Refrigeration Manufacturing ....................800-924-8687 ............................. 88 Incredible Bags.....................................................888-254-9453.............................. 91 Krisp-It.................................................................800-590-7908.............................. 90 Klondike Cheese....................................................608-325-3021.............................. 85 La Nova................................................................ 800-6-LANOVA.............................. 96 Le 5 Stagoni..........................................................800-780-2280.............................. 87 Liguria Foods........................................................800-925-1452.............................. 90 Lillsun...................................................................260-356-6514.............................. 93 Lincoln Foodservice Products.................................888-417-5462.............................. 92 Lindsay.................................................................800-252-3557.............................. 90 Lloyd Pans............................................................800-840-8683.............................. 93

Resource Advertiser

Page

Loyalty Coach........................................................901-927-2937.............................. 89 M.Press Packaging................................................541-548-9889.............................. 95 Magnetic Ad Concepts...........................................800-365-3351.............................. 89 Mario Camacho Foods............................................800-881-4534.............................. 90 Marsal & Sons.......................................................631-226-6688.........................88, 92 McClancy Seasoning..............................................800-843-1968.............................. 95 Melissa Data.........................................................800-635-4772.............................. 89 Menu Powerhouse................................................888-210-8189.............................. 94 MenuPro...............................................................800-907-3690.............................. 85 Message On Hold...................................................800-392-4664.............................. 90 MFG Tray...............................................................800-458-6050.............................. 87 Microworks POS Solutions.....................................800-787-2068.............................. 86 Molino Caputo......................................................201-368-9197.............................. 87 Mountain Harvest Pizza Crust................................800-342-6205.............................. 86 Moving Targets.............................................. 800-926-2451 ext. 356 ...................... 89 Mr. Peel................................................................888-994-4664.............................. 93 Musco Family Olive................................................800-523-9828.............................. 90 National Menuboard.............................................800-800-5237.............................. 90 Neil Jones Food ....................................................800-291-3862.............................. 95 NMI......................................................................800-994-4664.............................. 93 Northern Pizza Equipment.....................................800-426-0323.............................. 89 NoteAds................................................................800-309-9102.............................. 95 Off the Wall Magnetics..........................................800-337-2637.............................. 89 Our Town..............................................................800-497-8360.............................. 90 P.A. Products.........................................................884-421-1060.............................. 93 PDQ Signature Systems.........................................877-968-6430.............................. 86 Peel A Deal............................................................877-563-5654.............................. 89 Peerless Ovens......................................................800-548-4514.............................. 93 Picard...................................................................800-668-1883.............................. 93 Pizza Equipment Warehouse..................................888-909-9237.............................. 93 Pizzaovens.com.....................................................877-367-6836.........................92, 93 Portion Padl..........................................................330-608-5928.............................. 86 Prebilt Hosting......................................................878-291-7925.............................. 96 Precision Mixers....................................................877-924-9377.............................. 90 Presto...................................................................800-589-8604.............................. 87 Printed Colors.......................................................239-352-2915.............................. 95 Real New York Pizza Dough....................................878-951-3555.............................. 86 Red Gold........................................................ 877-908-9798 ext. 163........................ 96 Redi Heat..............................................................888-556-2024.............................. 92 Roto-Flex Oven.....................................................800-386-2279.............................. 92 Ruxter..................................................................800-923-1953.............................. 90 Saputo..................................................................800-824-3388.............................. 85 Somerset..............................................................800-772-4404.............................. 87 SpeedLine.............................................................888-400-9185.............................. 86 Star Pizza Box.......................................................800-626-0828.............................. 90 Sugar Creek Packing..............................................800-848-8205.............................. 90 Sunset Plastics......................................................878-200-1013.............................. 93 TNT Crust..............................................................920-431-7240.............................. 86 T&T Graphics.........................................................800-557-9914.............................. 95 Thermal Bags by Ingrid.........................................800-622-5560.............................. 92 Thunderbird..........................................................800-7-MIXERS.............................. 88 Timeforge.............................................................866-684-8791.............................. 89 Touch Pro..............................................................877-888-0300.............................. 86 Ventilation Direct..................................................866-433-8335.............................. 96 Vesuvio Foods.......................................................800-997-0887.............................. 87 Wood Stone..........................................................800-988-8103.............................. 93 WP Bakery Group..................................................203-929-6530.............................. 88

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Phone

September 2011 • pmq.com

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(

time capsule

)

Zaffiro’s Pizza & Bar

This Milwaukee institution is famous for its ultrathin crust and neighborhood atmosphere. Liborio “Bobby” Zaffiro owned a tavern in the Italian section of Milwaukee in 1951—until a road trip to the East with friends revealed pizza’s popularity. “At the time, there was only one other pizza place in Milwaukee,” recalls Mike Zaffiro, son of Bobby and current owner of Zaffiro’s Pizza & Bar (zaffirospizza. com). “My father developed the dough through trial and error for almost a year; the sauce was a family friend’s recipe; the pasta sauce and meatballs were my maternal grandmother’s recipes; and my uncles made sausage in an Italian grocery store, so we bought from them.” Voilà—pizza hit the menu by 1954; by 1956, the bar/pizzeria moved to its present location on Farwell Avenue. Bobby had a solid following in the Italian Third Ward, but upon moving had to wait for the pizza to catch on. “My father didn’t believe in advertising because it was so expensive,” says Mike. “He always said, ‘The only advertising you do is on matchbook covers.’” He instead relied on word of mouth to keep the business going; today, four generations of customers have filled seats at the small pizza “joint,” as Mike calls it. “You come here to eat, because there’s no ambience,” he laughs. “But people are comfortable here, and we’ve been really blessed with longevity and consistency.” That comfort level extends to staff, many of which have been working at Zaffiro’s for decades. “We’ve never advertised for help; a lot of relatives work with me, and I’m lucky to find 30 employees I can trust.” Recently, Mike allowed a local company with Cineplexes to open locations in theaters using the Zaffiro’s name and recipe, which spreads the word about his own location—thanks to the company’s generous advertising and the influx of suburban customers who first tried the pizza at the movies. Content with his one location, he advises newbies in the pizza biz, “Start out small with your place and your menu so that overhead doesn’t take you down. It’s tough nowadays—I think if I had to start all over again, I couldn’t do it!” –Tracy Morin

(Top to bottom) Zaffiro’s is shown here, from across the steet, in 1967; the original business was a tavern; by 1954, pizza was on the menu, and Zaffiro’s became a full-service restaurant.

Has your pizzeria been in business for 50 or more years? If so, contact us at tracy@pmq.com. 98

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