PMQ Pizza - Jan/Feb 2023

PIZZA MEDIA ROCK STAR

Amidst the sweeping red-rock views of Sedona, Arizona, Lisa Dahl runs five unique restaurant concepts with style and panache. PAGE 22

IT

GOOD KNOWING ONE INGREDIENT ISN’T DEBATABLE. JUST GO WITH THE BEST. END OF DISCUSSION.

What’s your declaration of independence?

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

Newsweek: America’s Favorite Pizza Restaurant Chains

A survey of 4,000 restaurant chain customers and employees yielded the results for this year’s list, which covers 16 restaurant categories. pmq.com/favorite-pizza-restaurant-chains

Report: Restaurant Sales Inch Back Toward Pre-Pandemic Levels

Per TouchBistro’s “State of Restaurants” report, full-service restaurant sales have reached about 75% of prepandemic levels on average.

pmq.com/touchbistro-state-ofrestaurants-2023/

Dynamic Pricing Gains a Foothold in U.S. Restaurants

In an era of inflation and soaring labor costs for restaurateurs, menu pricing based on higher or lower demand can reap big benefits.

pmq.com/dynamic-pricing-restaurants

TikTok Influencers Press “Play” on Pizzeria in New Jersey

Inspired by their chef uncle, brothers Vincent, Antonio and Vito Gigante hope to build on their fame to bring classic Italian fare to Dumont.

pmq.com/gigante-brothers-da-mimmo

Your Pie’s New Menu Design Aims for 3% Sales Growth

A primary highlight of the fast-casual chain’s menu refresh includes the addition of 7” and 14” pizzas and the removal of panini and chips.

pmq.com/your-pie-menu-design

Recipes: Bruschetta and the Basic Art of Italian Cooking

Experiment with these two classic bruschetta recipes, including bruschetta with salmon and bruschetta with flounder filet.

pmq.com/bruschetta-recipes

Rick Hynum, rick@pmq.com

ART DIRECTOR

Eric Summers, eric@pmq.com

SENIOR COPY EDITOR

Tracy Morin, tracy@pmq.com

DIRECTOR OF RESEARCH

Blake Harris, blake@pmq.com ext. 136

TEST CHEF/USPT COORDINATOR Brian Hernandez, brian@pmq.com ext. 129

REPORTER Chris Green, chris@pmq.com

FOOD PHOTOGRAPHER

David Fischer, david@pmq.com

CHIEF FINANCIAL OFFICER

Shawn Truss, shawn@pmq.com

ADVERTISING

SALES DIRECTOR

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

SENIOR ACCOUNT EXECUTIVE Tom Boyles, tom@pmq.com ext. 122

SENIOR ACCOUNT EXECUTIVE Jerry Moschella, jerry@pmq.com ext. 137

SALES ASSISTANT

Brandy Pinion, brandy@pmq.com ext. 127

INTERNATIONAL PIZZA MARKET

Italy: Enrico Fama Fama.Enrico@gmail.com

Russia: Vladimir Davydov

Vladimir@pmq.com

China: Yvonne Liu Yvonne@pmq.com

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

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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.

PIZZA MEDIA ADVANCING THE PIZZA BUSINESS COMMUNITY

YOUR PIE

ANTHONY’S COAL FIRED PIZZA/INSTAGRAM

EVENTS & PROMOTIONS

WINTER 2023

Industry Events

The Winter Fancy Food Show

January 15-17, 2023

The new year kicks off with a jackpot of the newest and best specialty foods and beverages in 40 product categories at the Winter Fancy Foods Show, taking place at the Las Vegas Convention Center. Thousands of makers, buyers, retailers, brokers, distributors and other industry professionals will be there to forge new relationships, network with peers and participate in a world-class educational program. Learn more at specialtyfood.com

Promote This!

The NAFEM Show

February 1-3, 2023

The NAFEM Show attracts buyers of foodservice equipment and supplies from across the country. A wide array of products cover food preparation, cooking, storage and table service, making NAFEM a onestop shop for decision makers. You’ll find products to boost efficiency, strategies to keep customers coming back, and opportunities to make connections that will help you grow your business. Learn more at nafem.org

Campionato del Mondo di Pizza

February 19-22

This event, held in Rimini, Italy, features three days of competitions in a dedicated area of 800 square meters, including 10 fully equipped stations with electric and wood-fired ovens. Six hundred contestants from around the world are expected to participate in 16 competitions in 2023. The event is organized by Ristorazione Italiana Magazine under the patronage of the Associazione Pizza Romana.

Learn more at campionato.ristorazioneitalianamagazine.it/en/

National Pizza Week: January 8-14

There’s no better time to introduce new pizzas to your menu or test some dazzling specials that could become your next signature pies. Shoot mouthwatering videos and photos for social media. Younger consumers now use TikTok as a search engine for dining spots, so launch a TikTok account in early January. Make it fun and snazzy and promote it on your other social platforms!

Great American Pizza Bake: February 12-18

This one’s about making pizzas at home, but don’t feel left out. It’s a great opportunity to offer pizza making classes or to create how-to TikTok videos and Instagram Reels featuring easy recipes. A video can be as simple as a 30-second quickie listing the ingredients while showcasing a staff member making the pie, or your chef could talk viewers through each step in a longer-form clip.

DON’T FORGET THESE NATIONAL FOOD AND BEVERAGE DAYS IN WINTER 2023!

National Cheese Lovers Day

Friday, January 20

National Fettuccine Alfredo Day

Tuesday, February 7

National Pizza Day

Thursday, February 9

National Tortellini Day

Monday, February 13

National Italian Food Day

Monday, February 13

National Drink Wine Day

Saturday, February 18

Mike’s Hot Honey® started out of a pizzeria in Brooklyn 11 years ago when its signature sweet-heat combo launched a best-selling menu item. With menu growth for hot honey +216% in the last 4 years, its popularity is hotter than ever in 2023. Request a sample today to see what all the buzz is about: mikeshothoney.com/sample

HOW THE GRINCH SAVED CHRISTMAS

A holiday promo dreamed up during the pandemic by the owners of Antonino’s Ristorante is enough to make your heart grow three sizes bigger. Nanette and Sam Pecoraro began sending a staffer dressed as the Grinch on delivery runs around La Grange, Illinois, in December 2020. “We came up with this idea to help kids and parents bring some joy into the holiday,” Nanette said. “We were all homebound. Kids were e-learning from school, couldn’t see friends and were stuck inside. So we thought, ‘Let’s get a Grinch costume to put kids’ smiles back on their faces!’” They promoted Grinch deliveries on social media, and the phones started ringing off the hook. “One Grinch costume led to two,” Nanette said, “and now we have six.” Every Grinch appearance is a photo op for kids and adults alike, creating top-of-mind awareness for Antonino’s. The Grinches deliver pies on Sundays, Tuesdays and Thursdays—at no extra charge to customers and always accompanied by a driver. They also make curbside deliveries on Wednesdays so customers outside the delivery area can meet the character. “This has been such a success that we even made it onto five news outlets in Chicago,” Nanette said. “Now you see other pizzerias trying to do the same as us. It’s all good because we are the O.G., and kids all over could use some extra smiles!”

PIZZAPLEX: NO PLACE FOR WASTE

At PizzaPlex in Detroit, the menu is always a work in progress—and not just because co-owner Alessandra Carreon and her team like to keep customers interested. Reducing food waste is part of the restaurant’s mission, and that means paying close attention to items that sell or don’t sell. When Carreon introduces a new dish, she buys just enough ingredients for a trial period and serves it only for as long as the ingredients last. If it doesn’t sell well enough, it’s gone, even if some customers loved it. PizzaPlex is a participant in The PLEDGE On Food Waste, an international third-party certification program that trains businesses on how to reduce the amount of food they throw away. All leftover food gets composted, and PizzaPlex’s Neapolitan pies go home with customers in boxes made of recyclable materials. Practicing food sustainability is a trial-and-error process, Carreon told the Planet Detroit website. “There’s a tricky balance there. We want to be able to offer a variety of things, but not at the expense of making more waste.”

Alessandra Carreon founded PizzaPlex with her husband, Drew McUsic, in 2017.

The Reverse Margherita Pizza features fresh basil pesto, cherry tomatoes, mozzarella, Parmigiana, Pecorino and EVOO.

Pizza deliveries by the Grinch create top-of-mind awareness for Antonino’s Ristorante during the holidays.

PIZZA + POT = PERFECT PROMO

Up in Smoke was a hit movie in 1978. Now, in a promo that would make Cheech and Chong proud, it’s a pizza that comes with a pre-rolled joint. In early December, Tony’s Pizza Napoletana, Tony Gemignani’s famous San Francisco eatery, ran a limited-time cross-promotion with local cannabis dispensary North Beach Pipeline that combined a stoner’s two favorite things. Tony’s customers who ordered the Up in Smoke Pipeline Pizza for carryout received it in a colorful box designed by North Beach artist Jeremy Fish. They could then take the box over to North Beach Pipeline and get $5 off a pre-roll boasting a sativadominant hybrid strain called Mother’s Milk. Alternatively, North Beach Pipeline customers could pick up their pre-roll first, then take it to Tony’s for a $5 discount on the Up in Smoke Pipeline pie. Touted on social media, the promotion continued until Tony’s ran out of the custom boxes.

AI ORDERING SOARS AT JET’S PIZZA

Can artificial intelligence grow pizza sales? Jet’s Pizza, based in Sterling Heights, Michigan, recently crossed the $100 million mark for orders made using AI, suggesting the technology is a hit with customers. Jet’s began exploring AI in the fall of 2019 and launched AI text ordering in 2020. Since then, Jet’s has introduced a phone bot for orders as well as “pro-ordering,” which allows customers to type orders directly into the digital ordering system. Proordering also gives them access to their loyalty club points and even selects the best available coupon for them. “These types of AI experiences are what, I think, we all hoped would be the promise of computers and the internet since we were kids,” said Aaron Nilsson, chief information officer for Jet’s America. “To be one of the leaders that brings this into everyday life is flattering, exciting and nerve-racking at the same time….The possibilities with AI and ordering are so exciting that there is a spring in the steps of our teams, reinforced by watching the numbers climb month over month.”

Jet’s Pizza uses advanced AI technology to offer customers more ways to place digital orders.

With the Up in Smoke promo, Tony Gemignani combined a stoner’s two favorite things: pizza and pre-rolled joints.

CHOOSING THE PERFECT EQUIPMENT

BY BILLY MANZO JR.

Over the past year or so, we have talked in this column about all kinds of things that are crucial to your business, from proper bathroom maintenance to location to marketing. This month, we’re going to focus on something more basic to the pizzeria owner: the machinery that makes your pizzeria a pizzeria and separates it from other restaurants.

The equipment you choose not only has to weather the day-to-day stresses of your business, but it also must cater to your unique company and customer profile. When I invest in a piece of equipment, I keep five things in mind:

1. Usage: How am I going to use this thing? What do I expect of it? What kind of pizza do I want it to make?

2. Volume: How many pizzas do I expect to make each day? Will it be up to the job?

3. Electrical requirements: What is my business capable of handling in terms of electricity? You don’t want to buy the Ferrari of mixers if you don’t have the juice to handle a Ferrari.

4. Space requirements: What’s the size of my restaurant? What can I reasonably fit in the space?

5. Service: How quickly can someone get here when needed?

With these questions in mind, here are four main pieces of equipment that are vital for pizza restaurants:

The Pizza Oven

Ah, the queen of the pizzeria! There are generally three types of ovens available to us: gas, electric and woodburning. But before we step into any commercial appliance warehouse or browse products online, we must first determine what kind of pizza we’re going to make, because that will help us decide what oven to choose.

Gas ovens are popular, but they don’t go over 550°F. That could be a deal breaker if you offer many styles of pizza.

Your oven, pizza station, divider, rounder and mixer are key to running your pizzeria, so do your homework before you buy.

Wood’s cool, but can you get enough of it regularly to sustain your business? (Backyard wood won’t cut it.) Electric ovens are the most versatile, mostly because they can get very hot. With electric, you can do Chicago, Neapolitan, Detroit—any style of pizza. With the other two, you’re pigeonholed. Electric is convenient and safer and provides a cleaner burn. Plus, there’s the matter of cost. When I switched from gas to electric, I saved an average of more than $400 a month!

The Pizza Station

This is where you’re going to spend the majority of your time, so you want it to be just as you like it—with durable cutting boards and countertops where you can assemble pizzas and sandwiches, as well as refrigerated compartments for storing ingredients. My advice: If you’re going to do handstretched dough, you should take advantage of the items that come with either a soapstone, granite or marble countertop—they’re tough and stain-resistant, and if you place a hot pan on them, they won’t scorch. Some of the best pizza stations come out of Italy and are very efficient, allowing you to hold the refrigerated dough in the underneath cabinetry. This way, you don’t have to keep your dough in the basement and whack your head on the ceiling while running up and down the stairs—you guys in New York, Providence and Boston know what I’m talking about.

And here’s a pizza station hack: You know that flour utterly annihilates the condenser. You go through a condenser every three years with the buildup of flour! I came up with a little trick years ago that changed my life. Go to Home Depot or an AC/heating company and pick up one of those blue and white (or green and white, depending on the thickness) filters—you know, the

kind you used to see in old AC window units as a kid. I buy a roll of that stuff and keep it in the basement of my restaurant. I cut a little piece the size of the condenser—10” by 10” or 8” by 8”— and put it in the front of the condenser. When it gets full of flour, I throw it away and cut another little tiny piece. Works like a charm.

Dividers and rounders: For serious pizza volume, a dough divider and rounder can optimize the process of making a dough ball and save a lot of time and labor costs. There are some really good ones out there, so choose one that meets your needs. If you’re not sure your volume warrants a major investment in a divider and rounder, consider the countertop-size and manual models.

The dough mixer: This is the piece of equipment I get most excited about. Mixers are special pieces of equipment, different from standard mixers because

they’re heavy-duty and must be able to handle dense product. Many of you use a Hobart mixer and, depending on your electrical capabilities, you probably use a three-phase so you have enough juice to run the ball. A little science: The rotation of the mixer—the dough hook against the bowl—creates friction, meaning the temperature of your dough will go up. Hobarts work the gluten web twice as much, twice as fast, and more aggressively than, say, Italian mixers, which handle the dough more sensitively, pulling it away from the bowl. I’m partial to Italian spiral or double-arm mixers, and probably the best I’ve ever used is a Sottoriva. Their mixers are unbelievable: They weigh two to two-and-a-half times more than most mixers I’ve seen. But whatever brand you select, it’s important to get a heavy, cast-iron-based mixer so it can handle the torque when you’re mixing 60, 80 or 100 pounds of flour. No nuts or belts should get loose. No ribbon should have to be changed. You want to get 30 to 40 years out of your mixer—in fact, you want to put that mixer in your will. That’s how long it should last. No joke. Your oven, pizza station, divider and rounder, and mixer are what make you you. They’re key to running your business, so do your homework before you buy. And check, double-check and triple-check the service plan! Make sure there is an authorized service person within one hour of your business, because when your mixer breaks on Friday night, you want somebody there within 12 to 24 hours so you’re not mixing 50 pounds of flour by hand!

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

Electric ovens are the most versatile, mostly because they can get very hot. With electric, you can do Chicago, Neapolitan, Detroit—any style of pizza.

PASTA CARBONARA

INGREDIENTS:

Margherita Pancetta

Water

4 cloves garlic, minced

3 large eggs

1 large egg yolk

1¼ c. Parmesan cheese, finely grated, plus more for serving

2 oz. salt and pepper, to taste

1 lb. spaghetti or linguine

Chopped fresh parsley, for garnish

Sponsored by:

DIRECTIONS:

1. In a skillet, add pancetta and ½ c. water and bring to a simmer. Reduce heat to medium-low and cook until crisp. Strain, reserving 1 tsp. of fat in the pan. Return the pan to the heat and sauté the garlic until fragrant.

2. In a medium mixing bowl, add the pancetta fat and garlic. Add the eggs, egg yolk, Parmesan and pepper to the garlic mixture and whisk.

3. Boil water in a Dutch oven. Add spaghetti and salt to the boiling water and cook until al dente.

4. Drain the pasta with a colander into a bowl and measure out 1 c. hot pasta water.

5. Slowly pour and whisk ½ c. pasta water into the egg mixture, then slowly pour the mixture over the pasta, tossing to coat. Add the pancetta and toss to combine. Season to taste.

6. Let the pasta rest, tossing frequently, for 2 to 4 minutes, until the sauce has thickened slightly and coats the pasta. Thin with the remaining ½ c. hot pasta water. Serve immediately, topped with additional Parmesan and parsley.

BEWARE OF IMPROPER ERC TAX CLAIM OFFERS

BY MICHAEL J. RASMUSSEN, CPA

As a restaurateur, you might have been recently approached by a third-party company that claims they can help you get Employee Retention Credit (ERC) funds from the IRS. The ERC is a refundable tax credit for businesses that continued paying employees while they were shut down during the pandemic or that suffered significant business losses in that period. There are certain conditions that you must meet:

• You were forced by the state or local government to suspend or partially suspend operations due to COVID-19 during the first three quarters of 2021.

• Your business experienced a significant decline in gross receipts during 2020 or the first three quarters of 2021.

• Your business qualified as a recovery startup business in the third or fourth quarters of 2021. In recent months, you might have received a text or email that reads something like this: “The employee retention credit (ERTC) is a credit that grants companies up to $26,000 per employee. Your business may be eligible if you have received a Paycheck Protection Program loan or had employees on payroll during 2020 and 2021. To apply before the application deadline of December 31, respond YES. Reply STOP to opt out.”

Your first reaction will probably be, how did I get on this mailing/text list? My advice to you: Immediately opt out! In various articles on its website, the IRS is specifically warning against the use of third-party companies promoting

this ERC service. For links to these articles, read the website version of this story at PMQ.com/ERC.

Why should you be concerned?

If your ERC claim was prepared by a company not normally in the business of payroll tax compliance, the IRS will notice. And it’s possible that you will receive a tax inquiry from the IRS. In other words, if the IRS is taking the time to warn taxpayers of improper ERC claims, you need to pay attention!

What should you do instead?

If you have a CPA or trusted advisor who is responsible for filing your annual business tax returns, send that person any email or text you receive from a third-party promoter along with this article and kindly ask if or how this

CPA Michael J. Rasmussen explains what you need to know if you’re applying for the Employee Retention Tax Credit.

impacts your business. The ERC is a legitimate program if you qualify.

What are the actual deadlines for filing an ERC claim? Definitely not December 31, 2022. In fact, the IRS has two deadlines. For all quarters in 2020, the deadline to apply for the ERC is April 15, 2024, and for all quarters in 2021, the deadline is April 15, 2025.

For the second quarter of 2020, Form 941, an employer’s quarterly federal tax return form, was originally due on July 31, 2020; for the third quarter, it was due on October 31, 2020; and for the fourth quarter, it was due on January 31, 2021. All of those returns are considered filed on April 15, 2021, which sets the threeyear statute of limitations for amending

In various articles on its website, the IRS is specifically warning against the use of thirdparty companies promoting this ERC service.

and then be kind to your advisor as you discuss with that person if an amended tax return can be filed.

Revel

about it the wrong way and get flagged by the IRS either!

If you kept your employees on during the pandemic, you may qualify for an ERC tax refund, but you don’t need a third party’s help to apply for it.

Check out an expanded version of this article that includes Lisa Dahl’s 5 tactics for restaurant success.

PMQ.com/lisa-dahl

Rock Star

In the red-rocks mecca of all things mystical, Lisa Dahl weaves her inimitable magic to build a multi-concept restaurant empire.

BY TRACY MORIN

Once dubbed “the culinary queen of Sedona,” Lisa Dahl strikes a commanding physical presence, at ease holding court before her hordes of admirers, customers and employees alike. With a former career in fashion retail, she’s also forever impeccably dressed, not a hair out of place—as if she were not juggling five different restaurant concepts in an obsessively hands-on manner; 380-plus staff members as the largest employer in Sedona, Arizona; a publishing career, with two cookbook memoirs under her belt; and constant recipe innovation as the executive chef, owner and CEO of Dahl Restaurant Group. We can only ask, what’s her secret?

“Umm….” She pauses to think. “Being fanatical?”

A Fresh Start

Dahl, born into a fashion-business family (her mother was also an entrepreneur), started her career in retail and wholesale in the San Francisco Bay area, and she always had a passion for making people happy. “I’d worked in restaurants in high school and always loved it, but I made my career in boutiques,” she recalls. “I decided to make the culinary business my career after the tragic loss of my son, who was killed in a robbery. I was guided to Sedona to start my life over—to get perspective, change my environment. Within one year, someone offered me a location to buy.”

Today, Dahl’s son, Justin, literally looks over every one of her locations— each features a dedicated shrine to the handsome young man, dishes are named in his honor, and his oversize portrait graces her most dramatic concept, Mariposa. (The word mariposa, Spanish for “butterfly,”

celebrates the potential for rebirth and transformation; it’s a uniting symbol on everything from in-house art pieces to chef’s coats at her locations.)

But before all of that fell into place, Dahl had to transform herself, singlehandedly, into a restaurant owner and self-taught chef. She bought the location with her then-partner and opened Dahl & DiLuca in 1995—still thriving today. “I was not a professional chef, but growing up in the Midwest I always had an interest in healthy eating,”

she explains. “In Indianapolis, in my 20s, I made vegetarian specialties for a health food restaurant, and every day they would sell out. At Dahl & DiLuca, my boyfriend was the executive chef, and I was the sous chef. People started falling in love with our food, and I haven’t really looked back.” At the time, Dahl recalls, Sedona was known for hikes and massages, not fine dining— but her concept launched a revolution to explode that perception.

“We had a lot of challenges. We started with a bang and had some hiccups. The product was delicious, but we weren’t knowledgeable about the pizza business, per se. It was very humbling.”

— Lisa Dahl, Pisa Lisa

SCOTT YATES

Growing Pains

With a focus on “making great food and making people happy,” Dahl & DiLuca soon became the place to go in Sedona. Nine years later, an opportunity arose to repeat the feat when she was approached with a location in a then-undeveloped area, the village of Oak Creek—smartly positioned just south of Sedona, making it a gateway of sorts for visitors and already studded with sprawling resorts and sweeping red-rock views.

Dahl jumped on the chance and opened Cucina Rustica, defined by its rustic takes on Italian and Mediterranean dishes. “People thought I was crazy, opening in that part of town—they thought I would fail,” Dahl remembers. “But it was one of the prettiest parts of Sedona. Why wouldn’t people love it? We took a big risk. I don’t think there were any restaurants there yet, but I felt locals would support it.”

Dahl had to build the concept from scratch, working in an existing plaza but in a space that had never held a restaurant. Thanks to her fashion-maven’s eye, she revels in design and crafted a huge, open-space feel that evokes a sprawling Italian villa—perfect for large groups, parties and events—with a menu featuring Dahl’s interpretation of classic dishes. Soon, just like with Dahl & DiLuca, Cucina Rustica was the place to celebrate special occasions in Sedona.

But with growth came friction. Dahl and her partner were no longer on the same page when it came to vision and growth strategy. As would often be the case throughout her life, hardship opened the door for new opportunity. “I was able to

(Top to bottom) Pisa Lisa’s second location required years of preparation and delays due to the pandemic but opened to great fanfare in 2022; shrines to Lisa’s deceased son grace all of her restaurant locations as tributes to the young man.

CAROLINE MCBRIDE

SCOTT YATES

SCOTT YATES

find the freedom I wanted,” Dahl says. “It was hard to finance buying him out, but without that, I couldn’t have opened my first pizzeria.”

She’s also right at home amid Sedona’s mystical-leaning philosophies. “I mean, we were Leo and Aquarius,” she sighs. “We just weren’t aligned.”

Her pizzeria, Pisa Lisa, set up shop in a humble spot, a former Pizza Hut on a major route in West Sedona. She had always wanted to try wood-fired pizzas, so she purchased the smallest Mugnaini oven she could find, with five-pie capacity, to get started. But this concept didn’t quite enjoy the immediate smash success Dahl had come to expect. “I’ll be honest: We had a lot of challenges,” she says. “We started

with a bang and had some hiccups. The product was delicious, but we weren’t knowledgeable about the pizza business, per se. It was very humbling. What we thought we mastered in fine dining was different in the fast-casual/pizza arena. I was worried. We faltered that first year.”

Divine Intervention

Dahl points to some “spiritual and business epiphanies” that helped turn around her “tanking” 2,500-square-foot business. Despite a lack of pizzeria knowledge, her strategies led to a strong comeback: On the exact day of Pisa Lisa’s one-year anniversary, revenue officially hit $1 million. “It still gives me goosebumps, because we were close to failing,” Dahl says.

Though pizza remains the focus at Pisa Lisa’s two locations, a full menu—highlighted by tapas plates, homemade desserts, and creative salads with in-house dressings and organic ingredients—ensures that the restaurant creates the perfect dining experience from start to finish.

Beyond The Dough

Presented By

Is this 2023 or 2020?

Raise your hand if you STILL feel like we’re living in some semblance of 2020?

Do you feel like the wind never returned to your sails after 2020, 2021 and 2022?

It’s time to move past it. Here is how I’m doing it.

I’m doing a hard reset on January 1, 2023. My Proclamation For Myself (You can borrow it!)

It’s over! I’m done with it! See ya! Arrivederci! Ciao!

My mindset is focused on FAMILY AND ABUNDANCE!

My heart is focused on FAMILY AND ABUNDANCE!

My job is focused on FAMILY AND ABUNDANCE!

My attitude is focused on FAMILY AND ABUNDANCE!

My soul is at ease.

Happy 2023 – Big Year!

To learn more about Perfect Crust’s pizza liners and other products, visit perfectcrust.com or email Eric Bam at Eric@perfectcrust.

About Eric Bam:

Eric is the VP of Sales & Marketing for Perfect Crust Pizza Liners and Incrediblebags.com. Eric is a goal driven optimist that uses his positive attitude to lift up those around him. He’s a father to Nycholas, Alayna and Ruby. He’s a public speaker and show host. You can find him on all social media @TheEricBam.

“That business became one of my most successful. My financial adviser said, ‘If only you just stuck with pizzerias!’ Mastering the craft of making individual pizzas is something we work on every day, but on paper it looks better than fine dining.”

Indeed, Dahl admits that she chose a very difficult path—it’s easier to create one scalable concept versus juggling five different ones, each with its own personality and unique needs. But if anyone can do it, it’s the tireless Dahl. In 2016, she added another concept in Mariposa, a Latin-inspired grill featuring floor-to-ceiling windows and spacious outdoor patios with jaw-dropping views of Sedona’s famous red rocks. “That’s the big kahuna—an overnight success that truly took on a life of its own before we knew what hit us,” she says. “People love a view, let’s face it. But I thought most restaurants with views were not great restaurants, and that was the last thing I was interested in. I made the food my focal point.”

Mariposa has remained both the most rewarding and challenging of Dahl’s concepts, bringing the highest highs and lowest lows thanks to its massive square footage, bedecked with rusted metals and natural stonework to meld seamlessly with the landscape. But Dahl wasn’t yet done. Pre-pandemic, she set her sights back in the village of Oak Creek. “I had this idea of coming back out to no-man’s land,” Dahl says. “There was an old, tired plaza with an outlet store and not a lot of curb appeal. But I saw that it’s one of the first buildings you see as you drive toward Sedona. I pictured Butterfly Burger and Pisa Lisa there as two anchors in the plaza’s corner locations. I thought they’d be open within six months of each other, but we had no way of knowing the pandemic was coming.”

Butterfly Burger—a concept with gourmet burgers, shakes and salads in a drop-dead sexy, lounge-like atmosphere—managed to clear $1 million its first year, despite being open for just six months when the pandemic struck. But Pisa Lisa’s second location slowed

SCOTT YATES

“People love a view….But I thought most restaurants with views were not great restaurants, and that was the last thing I was interested in. I made the food my focal point.”

— Lisa Dahl, Pisa Lisa

to a crawl. “Everything changed with the pandemic,” Dahl laments. “We had to let go of 300 out of 340 employees. It was brutal. Pisa Lisa was in the developing and planning stages, and the supply chain and construction delays gave me PTSD. It was a ‘hurry up and wait’ situation. Plus, people would ask me, ‘How are you going to create the energy of the original?’ How would we get that addictive feeling that people love—the feeling that it’s their place?”

Dahl planned for larger volume, installing two wood-fired ovens. Like with the original, her brother outfitted the airy space with rock-and-roll decor throughout. After many impatient inquiries from locals and tourists alike, its doors opened in June 2022. Dahl foresees making it, in addition to a go-to local hangout, a spot for to-go items—a place to sell her own retail goods, like sauces, tomatoes and meatballs, alongside the two cookbook memoirs she penned to share her food stories and recipes: A Romance With Food and The Elixir of Life.

A Flourishing Family

Dahl admits being “a little concerned” about the possibility of an oncoming recession—after all, she’s been through it before, around 2008, but back then she had only two concepts to worry about. “You have to be cognizant of the ‘what if’ feelings, but I’m more optimistic about pizza than fine dining,” she says. “We’re keeping our fingers crossed and keeping a watchful eye on numbers and labor, which is probably our biggest challenge since the pandemic.”

Dahl has kept Pisa Lisa’s profits robust by offering not just pizza but a full menu, highlighted by creative salads with organic ingredients and housemade dressings, plus a signature tomato soup, tapas plates, homemade desserts, and carefully sourced gelato that transports guests to an Italian street corner. “If everyone orders just pizza, we can’t pay the bills,” Dahl says with a laugh. “It’s important for people to have a full, well-balanced dining experience, and we feature things that people don’t expect in a pizzeria. I also try to cover all dietary needs. The pizza is the star, but everything else goes along with the experience. When you have so much to offer, people want to sit down and share with friends, not just run in and out.”

Indeed, Dahl realized early the importance of human connection in pizzeria positioning. After opening her first Pisa Lisa, she decided to add to the menu an explanation of the name: When she was young, her father used to tease her, “I want a little piece of Lisa,” and in his thick Chicagoan accent, it sounded like Pisa Lisa. She also sourced a plate from Pisa as inspiration for the logo and sign design. “I wanted to connect my dad, who passed away,” Dahl explains. “He was crazy for pizza and would take my mom for pizza dates when they were courting.”

“If everyone orders just pizza, we can’t pay the bills. It’s important for people to have a full, well-balanced dining experience, and we feature things that people don’t expect in a pizzeria.”

— Lisa Dahl, Pisa Lisa

Creating a homey, family-like atmosphere among employees and guests alike keeps both locals and visitors flocking to Lisa Dahl’s Pisa Lisa locations. SCOTT YATES

The pizzas, too, are named after family: Da Dorothy and Da Herbie for her mom and dad, Justino for her son. “We’re connected with them even after they’ve crossed over,” Dahl says. “When I heard the order for the POS or called their pizza names, it became like a chant. It made me feel they were still connected and having fun with us. The connection to that family experience and keeping family memories alive—I think that’s the energy behind Pisa Lisa.”

Today, Dahl is eyeing expansion beyond Sedona, seeking investors for potential growth of the Butterfly Burger and Pisa Lisa concepts, which, she believes, would be successful in many markets across Arizona and beyond. “We are poised to be attractive to investors,” she notes. “It’s a perfect concept to be in markets across the country.”

Still, despite so much success now stretching over more than 25 years—and so much still on the horizon—Dahl remains humble. “I don’t feel like it’s an empire,” she says. “It’s a lot of hard work, a lot of sacrifice and a tremendous amount of joy. We built our reputation on being a family business—it’s just that now we’re a large family.”

Approaching 30 years in the restaurant business, Lisa Dahl has scored repeated success with five separate restaurant concepts under her Dahl Restaurant Group dynasty and is now seeking expansion through investors.

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

TEXT FOR SUCCESS

Text or SMS marketing helps you stay in touch with customers where they want to engage—on their phones.

BY RICK HYNUM

Long before smartphones became commonplace, Neil Papworth, a former developer at Sema Group Telecoms, sent the first-ever text message to Richard Jarvis at Vodafone. It was December 3, 1992, and the message was short and sweet: “Merry Christmas.” In those days, mobile phones didn’t have keyboards; Papworth, who was just 22, actually tapped out his message on a PC. Thirty years later, texting, also called Short Message Service (SMS), is so ordinary that we take it for granted. Even your grandmother, who hates newfangled things, probably knows how to text.

Undoubtedly, you know how to text, too. But do you know how to use texting to sell more pizza? “Texting is the most effective way to connect with customers in today’s market,” says Shane Murphy, co-founder and CEO of Boostly. “Every text gets read, and over 90% of those are opened within just three minutes. Studies have shown that, on average, restaurant owners get over $7 back for every $1 that they spend on text marketing.”

The beauty of text marketing is that it helps you stay in touch with your customers where they want to engage— on their phones. You just need to think carefully about what you want to say to them.

A Fast-Evolving Tool

Text marketing has advanced at lightning speed over the past several years. With Domino’s leading the way, texting, perhaps inevitably, has even become a tool for quickly and conveniently ordering pizza anytime, anywhere. But, more recently, Jet’s Pizza,

headquartered in Sterling Heights, Michigan, has muscled its way into the lead, powering its text-to-order strategy with artificial intelligence (AI). The chain began testing the technology in Fall 2019; as of January 2022, more than 2 million orders had been placed by text at 275 Jet’s locations, reaping $54 million in sales. Jet’s customers can place an order, review it for accuracy and pay via text. They can also text “Re-Pizza” to reorder their favorites.

“We pulled off a technological and marketing feat that brands 10 and 20 times our size have yet to accomplish, and we have a two-year head start,”

Aaron Nilsson, chief information officer

for Jet’s America Inc., said at the time. “Artificial intelligence is the forefront of combating labor shortages and rising prices.”

By late November, Jet’s Pizza had surpassed the $100 million mark for orders made with AI, but that includes additional AI innovations, such as pro-ordering, which lets customers type their orders directly into the chain’s digital ordering system, and a phone bot.

You probably don’t have the resources of a 400-store chain like Jet’s Pizza. But don’t let that stop you from putting text marketing to work.

“Every text gets read, and over 90% of those are opened within just three minutes. Studies have shown that, on average, restaurant owners get over $7 back for every $1 that they spend on text marketing.”

— Shane Murphy, Boostly

GETTY IMAGES/ERIC SUMMERS

Choose a Business Texting Service

To get started, you’ll likely need to partner with a business texting service. As Jessica Ayre, a content marketing specialist at Text Request, explained in a November 2 article on PMQ.com, “Texting from a personal phone just doesn’t work.” Mass texting and SMS promotions with keywords aren’t possible, she noted, and you can’t organize messages by group or category.

Moreover, Murphy points out, “From a marketing perspective, the mobile carriers and the government have regulations related to opt-in procedures that aren’t possible to manage on your personal device. This could open you up to massive fines. Additionally, you’re limited to sending texts one at a time, which can be extremely cumbersome, and then you are opening up customers to have direct contact with you forevermore. It’s important to have separation between your business and yourself.”

Encouraging your staff members to use their own phones to send, for example, texts about specials doesn’t really help either, according to Ayre, because you’ll gain “no insight into the conversations that staff and customers are having.”

What you need is a tech-savvy SMS service that specializes in text marketing. (If that company offers a seamless text-topay option—letting customers pay for their orders on their phones via a dedicated link—all the better.) Then, you need a strategy.

Above all, text marketing, when used wisely, can generate more repeat business, Murphy says. “Because of the realtime nature of SMS marketing, it’s focused on increasing the

purchase frequency of your customers. Specifically, you can create urgency by having [the offer] expire within a few days and make it only available during certain periods of the day, so that you are truly driving extra orders. At Boostly, we see customers increasing their purchase frequency by 175%.”

But, when tailoring your text offer, think about your margins and don’t give away the store, Murphy warns. “A common mistake that restaurant owners make is sending offers with discounts that are too large. You don’t need to do a BOGO or a free pizza. Giving free garlic knots with a $25-plus purchase keeps your margins super-healthy and drives extra visits.”

Driving Loyalty

To convert new or infrequent customers into regulars, PMQ has been preaching the gospel of loyalty/rewards programs for years now, and text marketing can help you there, too. “Most customers prefer to interact with a loyalty program via text since it’s easier to keep up with and doesn’t require a separate app,” Ayre said.

If you’re already promoting your loyalty program on social media, direct mail pieces and in-store signage, it’s now time to add texting to the mix. When you’ve contracted with the

“(With AI text-to-order technology), we pulled off a technological and marketing feat that brands 10 and 20 times our size have yet to accomplish, and we have a two-year head start.”

— Aaron Nilsson, Jet’s Pizza

right business texting service, customers could simply text a keyword like PIZZA to your business number to sign up as a loyalty club member. Once they’re signed up, you can start texting them the info they most need, such as their points balance, expiring points, current rewards and VIP perks, as well as specials and offers that are exclusive to loyalty program members.

Have you just launched a new signature pizza or appetizer? Text your customers about it and make sure to list the key toppings that make that item so delicious. Looking to drive demand during a slow period of the day or week? Text them an offer for free delivery during those hours if they place an order at or above a certain dollar amount, say, $25 (or whatever works best for you). Has the weather been dreary and depressing lately? Text them about some of your comfort-food offerings, like lasagna or a tasty, hot soup.

Text marketing opens other doors for you as well. For example, you can use it to get feedback through short polls and surveys. How would your customers rate the service on their most recent delivery, carryout or dine-in experience? What’s their favorite specialty pizza on your menu, or what new type of dessert would they like you to add to the menu?

(Give them multiple choices.)

You can even use text marketing to solicit positive reviews from satisfied customers. Simply text them direct links to your Google, Yelp or Facebook review page, and think about sweetening the pot a little bit by offering a discount on their next order.

A business texting service like Boostly can even help you get immediate feedback while the customer is digging into their pie. “If it’s a good experience, we help facilitate a 5-star review,” Murphy says. But what if the customer isn’t all that pleased? “We can collect internal feedback and open up a communication channel for you to connect with the customer, resolve the issue and bring them back in as quickly as possible.”

Just remember that there are laws in place to protect consumers from unwanted mobile communications. You will need each customer’s permission before adding them to your list. “Text marketing is primarily used to increase repeat frequency from your current customer base,” Murphy says. “Due to texting laws, you must get people to opt in before sending ongoing marketing messages, which normally means that customers have had a previous interaction with you and like your brand.”

Rick Hynum is PMQ’s editor in chief.

HOT & READY

Customers have always wanted their delivered pizza to taste like it’s still fresh out of the oven, not cold and soggy. Cardboard alone couldn’t do the trick. So, in an industry long dominated by men, it was a woman from Des Plaines, Illinois, who stepped up with the solution.

BY RICK HYNUM

Like all of the great inventors, Ingrid Kosar identified a need and figured out a way to fulfill it. Specifically, as she wrote in her patent application for the first thermal bag, “There is a need in certain fields for soft-sided, thermally insulated carrying cases. One particular application is the ready-to-eat pizza field, where hot pies are packaged in rectangular cardboard cartons and delivered several cartons at a time to customers’ homes or offices.”

Since then, numerous other rival products have sprung up, and hot bags have become ubiquitous in the pizza industry. But with so many choices and price ranges to choose from, how do you decide which hot bags are best for you? Like any other piece of equipment, it depends on your type of pizza operation. Do you cover a wide delivery range, or are all of your deliveries within a 10-minute drive? Do you live in an area of the country with bitterly cold winters or in a relatively warm Southern state? Do your drivers have to deliver multiple orders at once, or are they primarily single- or double-delivery runs? How many bags will you need to equip all of your drivers? We can’t answer these questions for you, but we can give you a few tips, compiled from interviews with industry experts over the years, to help you decide for yourself.

With so many choices and price ranges to choose from, use these tips to settle on the right hot bags for your pizza operation.

MARCO’S PIZZA

Know your options. The possibilities include thermal-insulated, disk-heated, induction-heated and internally heated hot bags. Thermalinsulated bags, which simply retain the heat from the pizza, are the most commonly used type because they’re highly affordable and do a perfectly adequate job of keeping the average pizza—one delivered within 30 minutes—hot. If you choose a bag with a heating element, keep in mind that the elements usually take between 10 and 15 minutes to warm up and typically retain heat well for about a half-hour. This type of bag is often used for event catering or for situations that require a lot of deliveries—or long-distance travel—in a single run. For insulated bags, look for one with moisture-free insulation and lining to prevent sogginess. Choose a bag that’s close in size to your pizza boxes—if there’s too much extra space, the pizza might shift around in the box during the drive or fail to make full contact with all of the internal heating elements.

Find the right mix of bag sizes. Your bags should be flexible enough to carry various delivery items, such as wings and other sides as well as pizzas. Bags in the 14” size rank among the most popular, but other sizes include 2-16”, 3-16”, 3-18” and 2-20”. If you offer cold items for delivery, such as sandwiches or desserts, deliver them in separate bags. A good rule of thumb: Stock two bags for each delivery driver on your team, plus two larger bags that can hold six to 10 pizza boxes. If you have a catering service, you’ll definitely want larger bags that can accommodate 10 pies. In general, make sure you know the number of pizzas in a typical delivery order, and use that as a guide for determining bag sizes.

Treat your bags right. A good hot bag can last up to two years, but you’ll want to extend that life as long as possible. For starters, look for bags that have a sturdy construction, well-sewn handles and straps, and stain-resistant fabric. Then make sure to clean them

at least once every six months. Keep in mind that most manufacturers warn against running hot bags through a washing machine—that can damage the insulation. Instead, wash softsided bags by hand in the sink with warm water and a mild disinfectant/ detergent. Scrub them down inside and out and hang them up to dry overnight. Remember that some bags can be tricky to clean, depending on their size, materials, padding and heat sources. Make sure you know how to clean your bags before you buy them.

Know when to box and bag your pies. If you work with a conveyor oven, let the pizza sit at the end of the conveyor for as long as possible. Once it goes into the box and then the bag, it can start steaming and lose its crispness or begin to cool down. This is especially true with veggie-heavy pizzas, because vegetables release a lot of moisture. Note: If you use bags with internal heaters or disks, make sure all of your drivers know it’s important to keep them plugged in or the hot disks properly inserted. Make it a routine task to recharge them when opening the store every day.

Rick Hynum is PMQ’s editor in chief.

GETTY IMAGES BILL’S PIZZERIA

Jon Court, executive chef of Fiore Pizzeria and Bakery, adds honey in flavors like Calabrian chili and white truffle to his creative signature pies.

FIORE PIZZA AND BAKERY

Liquid GOLD

Sauces and drizzles are a simple but flavorful way to add depth, interest, visual appeal and added value to pizzas and other menu items.

BY TRACY MORIN

Call it liquid gold: Sauces and drizzles are not only a great way to add depth of flavor and eye appeal on your pizzas—they’re an ideal upsell to accompany pies and other menu items. “Today’s customer expects the ‘wow’ factor when they order food—everyone is on social media these days, where food is colorful, over-the-top and sexy,” says Chuck Sillari, owner of Mortadella Head in Somerville, Massachusetts. “To stay relevant, restaurant owners and chefs have to figure out ways to excite the masses. I look at the food I serve as a piece of artwork, and my sauces and drizzles are the paint. Of course, I want it to be delicious, but I also want it to be beautiful enough for someone to whip out their iPhone, snap a photo and post it on Instagram or TikTok.”

BONUS CONTENT:

Check out our website for an expanded version of this article, including details about Mortadella Head’s famous sauces and its recipe for Calabrian Chili Aioli, plus a video about the ranch dips at Mattenga’s Pizzeria! PMQ.com/drizzles-sauces

Ready to get your customers sauced? In their own words, these chefs and operators from around the country offer some major inspiration.

Sean Ferraro, chef/owner, Madison Avenue Pizza, Dunedin, FL

Keep in mind that sometimes cooking the sauces changes the flavor, and not every sauce is best when baked in the pizza oven. Uncooked sauces can have a bright, fresh flavor that might be better for the flavor profile of certain pizzas. Other than a locally made hot honey, we use many finishing sauces on our pizzas:

• Homemade Calabrian chili oil on our Angry Pepperoni pizza, with red sauce, mozzarella, cupping pepperoni, roasted long hot peppers and Parmesan cheese. The chili oil brings a smoky spice flavor that adds a little more heat to the pie without overwhelming the other flavors. We make it by simmering Calabrian chilis in olive oil.

• Homemade sweet-and-sour sauce on our Crab Rangoon pizza, with a crab rangoon sauce base and topped with mozzarella, green onions and wonton strips. We make the

sauce with crushed pineapple, teriyaki sauce, sriracha and sweet Thai chili sauce.

• Yellow mustard on both our Chili Glizzy (chili, sliced hot dogs, cheddar and red onion) and our Pastrami and Pickle (red sauce, mozz, pastrami and dill pickles).

• Homemade pistachio pesto for our Mortadella and Pistachio pizza, with mozzarella, ricotta, mortadella and fresh garlic.

• A homemade clone of Big Mac sauce that we use on our Return of the Mac pizza, with mozzarella, yellow American cheese, ground beef, pickles, shredded iceberg and diced onion.

• Homemade mayo-mustard drizzle on our Cuban Pizza— it’s just 50% mayo and 50% mustard—with mozzarella, Swiss, homemade mojo pork, salami, ham and pickles.

• Our Flaming Hot Cheeto Mac Daddy is topped with both hot buffalo sauce and ranch. It’s made with a mac-andcheese base and topped with chicken tenders breaded in crushed Flamin’ Hot Cheetos, green onions, ranch and buffalo sauce.

The Flaming Hot Cheeto Mac Daddy pizza features two sauces, hot buffalo and ranch, to complement its mac-and-cheese base and unique mixture of toppings.

MADISON AVENUE PIZZA

Because if your phones and web ordering are down, you may as well send everyone home. We become your phone company and provide a backup Internet connection

IP Phone Service

Increase revenue and lower cost

• No Busy Signals

• Call Recording

• Call Queuing / Auto-Answering

• Multiple (random) start-of-call upsell messages

• On-hold music/message loops

• Detailed reports—hold times, lost calls etc

• Callerid delivered to POS system

• Auto-attendants—”If you have arrived for curbside pickup press one”

Cellular Backup Internet Protect against outages

• When your Internet fails our cellular backup router keeps your phones, credit card processing and web orders all working.

• The backup kicks in automatically in seconds. So quickly you will not even drop calls in progress when your primary Internet goes down!

• The same router can be used to create chainwide virtual private network to connect your locations.

• SD-WAN LTE/LTE-A (4G/5G) modems.

Now offering SMS/Text messaging.

“to receive a text message with links to our online ordering press one now ”. Delivery notifications from your POS (if supported). Marketing messaging to your customers, plus inbound text messaging on your store number!

Call Center capabilities for one to thousands of locations!

Maintain control, and get the calls off the front counters. For a small chain all you need is a large office at one location. Cut labor hours up to 50% and/or shift labor to lower cost regions while increasing average ticket . Eliminate the constantly ringing phones at the front counters! Tight integration allows calls to overflow to stores, so you can choose when to staff the call center.

The same tight integration, same detailed reports and call recordings in your hands, same ability to overflow back to the stores, but you let some one else hire and manage the staff. We can provide this service to you or work with your existing call center provider.

A digital assistant always there to take every call. Never late. Never out sick. Unlimited capacity.

Mattenga’s Pizzeria offers two housemade takes on a traditional favorite: Fresh Basil and Garlic Ranch Dip, and The Texas Ranch, with jalapeño and cilantro.

MATTENGA’S

Jon Court, executive chef, Fiore Pizzeria and Bakery, River Forest, IL

When thinking about the use of a drizzle or finishing sauce, the purpose is to enhance the product by adding a flavor or texture that will complement the rest of the pizza or dish. Here’s a list of sauces I’ve used:

• Calabrian chili honey, drizzled over an ’nduja and roasted garlic pizza. The sweet honey combined with the spicy chilies complements the slight spice of the ’nduja.

• White truffle honey, drizzled over a pizza topped with Fontina and Parmigiano-Reggiano, confit garlic, caramelized onions and rosemary. The earthiness of the truffle combined with the sweet honey goes nicely with the robust cheeses and savory garlic and onion.

• Chile Crunch (a mixture of olive oil, dry chilies, and a crispy garlic-shallot blend) is delicious drizzled over roasted vegetables. I’ve also used it on a zucchini pizza with ricotta cheese and spring onions.

• Citrus Yogurt, drizzled over a Lamb Sausage Pizza. The acidic yogurt balances out the rich flavor of lamb sausage very well. I make the sauce by combining Greek yogurt with olive oil, lemon zest and lemon juice.

• Smoked Pecorino cream, drizzled over a broccolini pizza. The smoky, creamy sauce complements the fresh crunch of broccolini.

• Apple cider vinaigrette, drizzled over a butternut squash pizza. The sweet and acidic sauce complements the savory flavor of the roasted squash.

• Lemon Agrumato, made when whole lemons are pressed with olives. This gives a nice, bright lemon flavor to a piece of roasted cauliflower or grilled fish.

Hengam Stanfield, co-founder, Mattenga’s Pizzeria, San Antonio, TX

Our two unique dips are Mattenga’s Ranch: Fresh Basil and Garlic Ranch Dip, and The Texas Ranch: Jalapeño Cilantro Ranch. For the first, we simply puree fresh garlic cloves and basil leaves in a food processor with a little olive oil blend, then mix it with our ranch. The depth of flavor makes every bite absolutely pizza-licious. For The Texas Ranch, we purée pickled jalapeño peppers and fresh cilantro in a food processor, then mix it with our regular ranch dressing. There’s the mild kick from the jalapeño, a slight hint of cilantro and the creaminess of ranch. They are so popular!

We charge 75 cents per 2-ounce Ranch Dip, so they are the perfect upsell to increase average ticket with minimal effort. They’re easy to prep and make in batches, since we all have ranch and these ingredients on hand. The dips give our food a unique and memorable flavor that brings guests back again and again—a flavor they won’t get at another pizza place.

“I look at the food I serve as a piece of artwork, and my sauces and drizzles are the paint. I want it to be delicious, but I also want it to be beautiful enough for someone to whip out their iPhone, snap a photo and post it on Instagram or TikTok.”

— Chuck Sillari, Mortadella Head

PIZZERIA

Michael Vakneen, pizzaiolo, Pop Up Pizza at the Plaza Hotel & Casino, Las Vegas, NV

I drizzle Mike’s Hot Honey on the Mike’s Spicy Supreme pizza right when it comes out of the oven. The sweet sauce against the salty pepperoni and sausage gets intensified by the combination of the pickled jalapeños and spiciness of the honey. The roasted mushrooms bring an earthiness that keeps the flavors of this pizza grounded and complex, adding layers of flavors without being too over-the-top.

Customers also like to use the honey dip cups to dunk chicken tenders and the packets to drizzle on pizzas. The spicy honey combo—an initial sweet flavor with an extra-hot kick on the back end—is not only fun for customers but helps round out a perfect umami flavor explosion, putting our slices on the cutting edge versus the competition. As the post-oven drizzle becomes another staple to differentiate pizzas, we will continue to look for new and creative ways to keep our customers excited about what we’re doing.

Steven Jarczyk,

chef/co-owner,

Sfera Sicilian Street Food, Chicago, IL

We look at drizzling and dipping sauces as the perfect accompaniment and upselling option for our sfincione, a Sicilian-style pizza. Sfincione has a higher crust-to-sauce ratio than most pizzas, and a 2-ounce side of our housemade marinara is a great addition to a slice—it offers an added value to our guests and makes the dining experience more custom and interactive. We also offer a side of housemade chili oil and truffle aioli to our guests as an add-on sale. This offers something delicious that enhances our sfincione while adding to the check.

“We charge 75 cents per 2-ounce Ranch Dip, so they are the perfect upsell to increase average ticket with minimal effort.”

— Hengam Stanfield, Mattenga’s Pizzeria

Pop Up Pizza stands out in the competitive Las Vegas restaurant scene by jazzing up spicy and savory pies with a drizzle of hot honey.

POP UP PIZZA

At Sfera Sicilian Street Food, offering dipping and drizzling sauces for retail has been a great way to create add-on sales.

SFERA

From November through January 1, we served a limited-time menu featuring the Nashville Hot Honey Pizza, created in partnership with Mike’s Hot Honey. It featured Old Chicago’s signature dough with mozzarella cheese, Nashville hot chicken, pickles and green onion, with a zigzag drizzle of Mike’s Hot Honey. This past fall, Old Chicago also launched its Hot Honey Thriller pizza for a limited time. Who can say no to crispy bacon, Italian sausage, pepperoni, red pepper, melted mozzarella and a drizzle of Mike’s Hot Honey?

We serve an artisan sourdough crust imbued with Chicano flavors and break pizza barriers with creative twists on classics. Post-bake is fun time for us! A drizzle gives our guests something new, exciting and very eye-appealing.

A couple of our pies and specials feature a drizzle, and we are very thoughtful on what we finish with before a pie lands on the table. The Mole pie is a unique standout on the menu— the mole is complex, sweet and earthy, with a mild heat from the spices and chili used. We start with a blend of mozzarella and queso Oaxaca, then, post-bake, we top it with curtido, fresh cilantro, a drizzle of house crema and, most importantly, more mole sauce. The blend of sweet, spicy and pickled, plus the visual appeal, hits the mark, which in turn creates a fun atmosphere for the guests and encourages them to be bold and try the rest of our menu and our specials—such as the Birria pizza, with queso fresco, birria, shaved radishes, a drizzle of habanero jalapeño crema and, of course, a side of consommé.

“This past fall, Old Chicago launched its Hot Honey Thriller pizza for a limited time. Who can say no to crispy bacon, Italian sausage, pepperoni, red pepper, melted mozzarella and a drizzle of Mike’s Hot Honey?”

— Lisa Lee, SPB Hospitality

Lisa Lee, senior VP of marketing, SPB Hospitality (Old Chicago Pizza & Taproom), Katy, TX

Jorge Sandoval, chef/pizzaiolo, Brooklyn Ave. Pizza Co., Los Angeles, CA

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

Old Chicago Pizza & Taproom recently partnered with Mike’s Hot Honey for limited-time menu items like the Nashville Hot Honey Pizza.

Brooklyn Ave. Pizza Co. utilizes sauces to intensify flavors on its unique pies, which feature Chicano influences on an artisan sourdough crust.

OLD CHICAGO BROOKLYN AVE. PIZZA CO.

BONUS CONTENT:

For more advice from Josh Davis of Mail Shark, including insights on direct mail design, check out the full Q&A on our website.

PMQ.com/josh-davis-mail-shark

Special Delivery

Why direct mail is more important than ever for your marketing strategy.

BY RICK HYNUM

Everyone loves a special offer on a pizza. You don’t need PMQ to tell you that. But, with inflation driving up prices and whittling away at discretionary income, consumers today are hungrier than ever for a good deal. And Bluedot’s September 2022 “State of What Feeds Us” report found that 43% of consumers these days are checking their mail for restaurant coupons and similar offers—their snail-mail, that is.

“As effective as online marketing can be, the fact remains that it can be a very crowded space with a constant stream of ads that are competing, most of which you don’t stop to see as you scroll by,” says Josh Davis, chief revenue officer for Mail Shark, headquartered in Mohnton, Pennsylvania. “The mailbox is much less cluttered and guarantees that your prospect sees your marketing. You must look at your mail to decide whether to keep it or not, which guarantees your ad is seen by the intended prospect, providing the highest read rate of any marketing channel.”

“There is absolutely a place for direct mail as part of any marketing campaign for any business, particularly pizza,” Steve Heaney, president of Minuteman Press in Toledo, Ohio, told PMQ back in 2020. “Direct mail is a hunting trap—you are trying to get to a very particular demographic.”

Davis notes that direct mail is “hypertargeted to the exact neighborhoods you want to penetrate. Social media can be hyper-targeted as well. The difference is, not everyone is online to see your advertisements. Direct mail ensures that you touch the exact prospects you’re targeting.”

That doesn’t mean you should abandon digital marketing. On the contrary, Davis says. “Direct mail is a great way to convert prospective customers to go online. With a strong call to action—to order online, download an app or join a loyalty plan with some incentive—it’s a great way to get consumers to act and go online while allowing you to capture customer data, giving you the ability to remarket to those customers again.”

Choosing Your Piece

What’s the most effective direct mail piece? Start with a 10.5”-by-17” tri-fold menu, Davis recommends. “With this large format, you get more marketing space than almost any other direct mail piece. It gives you ample space to really tell your restaurant’s story with menu items, pictures, etc., and show your customers exactly what you have to offer.”

Davis points to other strong performers, like postcard magnets— they’ll automatically go on the customer’s fridge—and scratch-off postcards that give the recipient a chance to win something. “For example, one of the most popular is ‘Scratch to win free pizza for a year!’ There is typically one grand-prize winner, and the rest are given some type of discount or special offer that makes them feel like they have won something. You

“Many consumers hold on to their mail for long periods of time, giving your direct mail marketing message longevity and the ability to create repeat orders.”

— Josh Davis, Mail Shark

The sample direct-mail pieces in this article feature the types of high-value offers recommended by Mail Shark to its pizzeria clients.

UNCLE ANDY’S PIZZA

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can then use the reverse side of the card for additional offers and other content, making scratch-off postcards a powerful marketing piece.”

Plastic postcards, with the feel and thickness of a credit card and a shiny or glossy finish, are another solid option, Davis says. “They provide the ability to create pop-out offers that are the exact same size as a credit card and fit perfectly in a wallet or billfold, while key-tag offers can be popped out and put on your customers’ keychains.”

The Offer and Call to Action

To sell more pizza, any direct mail piece should include a strong offer and a clear call to action, Davis says. For coupons, you need to think strategically. “Many times, pizzeria owners want to run coupons only offering large bundle deals that include very specific items, the reason being to create a larger ticket. However, most markets consist of singles, couples and smaller families, not just large families that a large bundle deal would likely only appeal to.”

Instead, Davis adds, “It’s a best practice to reduce the number of bundle deals and add other offers, such as a generic tiered dollar-off offer, that would appeal to anyone—singles, couples, small families and even large families that want to order what they want without being forced to purchase the specific items in the bundle deal.”

High-value deals that get results include offering $3 off any order of $20 or more or $5 off any order of $30 or more, he says.

Once you’ve hooked them with the deal, you want them to act on it. “We recommend this call to action be something like driving customers to place an order online, joining a rewards program, downloading your app if you have one, etc.,”

Davis says. “All of these actions lead to gathering important customer info. It’s critical that you try and gather your customers’ data” so you can keep marketing to them.

“Because all of these actions call the customer to go online or to their phone to download something, it’s a best practice to include a QR code that easily takes them to the destination you want,” Davis adds. “Just remember to always include verbiage that explains the purpose of the QR code, like ‘Scan Here to Order Online.’”

“It’s a best practice to reduce the number of bundle deals and add other offers, such as a generic tiered dollar-off offer, that would appeal to anyone— singles, couples, small families, and even large families.”

— Josh Davis, Mail Shark

THE PIZZA SPOT

Heaney recommends incorporating social media into your overall strategy as well—he calls it the “social match” approach. “People are more inclined to take action when they’re seeing a multimedia hit, whether a postcard and then social media; or social media before, during and after a direct-mail campaign. As people see the offer multiple times in multiple places, you’ll get a better result.”

Another great thing about direct mail marketing? It’s built to last. “Many consumers also hold on to their mail for long periods of time, giving your direct mail marketing message longevity and the ability to create repeat orders,” Davis says. “We have call tracking data from a direct mail menu sent out by a local mom-andpop shop that shows multiple repeat calls from the same menu over time and calls coming in over one year after the menus were sent out. This is the power of direct mail and is a win all around.”

Rick Hynum is PMQ’s editor in chief.

‘22 IN REVIEW: THE RETURN

With numerous in-person events, television appearances, and top scores in international contests, the USPT returned to top form for the 2022 competition season. Attaining gold everywhere from Vegas to Atlantic City and even crowning a new Galbani Cup Champion along the way, the USPT is ready and energized for 2023. Here are a few highlights from the ’22 season. For a full list of team accomplishments from the past year, as well as more pictures of members and their winning creations, please visit www.uspizzateam.com/22Review.

Jose Flores of Crust Lovers Pizza in Sanford, Florida, was crowned the Galbani Cup Champion for the upcoming ‘23 competition season. Flores’ Kebab Pizza wowed the judges with perfectly seasoned ground lamb, tomatoes, onions, a homemade tzatziki sauce and fresh parsley leaves. It was all tied together with a Galbani Premium Whole Milk Mozzarella/Provolone 50/50 Blend. In a head-to-head final round, Flores narrowly beat out Craig Allenbaugh of Sauced Pizza & Catering, located in Fairview Park, Ohio.

The award-winning Zucchine e Burrata, an entry from Lars Smith of State of Mind Public House & Pizzeria in Los Altos, California, took home the highest honors for the team and the United States at the World Pizza Championship in Parma, Italy.

Team captain Michael LaMarca of Master Pizza in Cleveland, Ohio, (second from right) won the “Best in the Midwest” episode of Best in Dough on Hulu. USPT members Ali Haider of 786 Degrees in Sun Valley, California, and Leah Scurto of PIZZALEAH, located in Windsor, California, faced off in another Best in Dough episode called “Pizza Champs.”

Leah Scurto of PIZZALEAH won gold by going green in the Real California Pizza Competition. New USPT member Melina Felix of The Pizza Bandit, located in Littleton, Colorado, also made it into this exclusive competition.

RETURN OF THE CHAMPIONS

Wilhelm Rodriguez (left) of Papa’s Pizza in Puerto Rico made a big splash during Hurricane Nicole at the Galbani Professionale Pizza Cup & Acrobatics Trials in Orlando. Also pictured are multi-time world spinning champion and USPT acrobatic coach Jamie Culliton and McKenna Carney, Joseph Streeter, Kevin Knott and Travis Siebens. They’re all part of the team at The Nona Slice House in Safety Harbor, Florida, and celebrated wins in numerous categories.

USPT heavy hitters Cristina Aceves Smith of State of Mind Public House and Pizzeria and Daniel Saccone of Saccone’s Pizza & Subs represented the team well at the Pizza & Pasta Northeast competition in Atlantic City. Cristina took 1st Place in NonTraditional and scored the Best Roman Style, while Saccone took 1st place in the Pasta category and 6th overall in Calzones.

Lenny Rago of Panino’s Pizzeria in Evanston, Illinois, swept the Chicago US Pizza Cup, taking first place in both the Deep Dish and Tavern Style categories. Rago secured his ticket to Italy to compete in the World Pizza Championship.

The newest member of the USPT, Vittoria Trupiano of Mangia e Bevi in Oceanside, California, hit the ground running. While scoring in the top 4 in the Pan Division at her very first Pizza Expo—just a mere .42 away from the podium—Trupiano took 1st in the Galbani Pro Team division with the highest score!

Nicholas Harper of Peace of Pie On Hartwell, located in Fair Play, South Carolina, USPT director Brian Hernandez and chef Dominic Tedesco of Unique Eats in Las Vegas cleaned house at the Atlanta Pizza Cook-Off.

McKenna Carney of The Nona Slice House won gold in Freestyle Acrobatics at both the Chicago Pizza Cup & Acrobatic Trials and the Galbani Professionale Pizza Cup & Acrobatic Trials, securing her flight to Italy to compete at the World Pizza Championship in April 2023.

Sparkle

’n’ Shine

In a post-COVID, reduced-labor landscape, it’s more important than ever to embrace the many cleaning technologies, systems and practices available today.

BY TRACY MORIN

Evenprior to COVID-19 reshaping the way we live, customers often judged a restaurant based on its cleanliness. Telltale signs of lax practices—stained tabletops, unkempt bathrooms or sticky menus—have always been enough to send many customers making a beeline for the exit. But today, it’s not just about esthetics; it’s about protecting the health of the most crucial people of your business: guests and employees.

Modern cleaning technologies help make keeping your restaurant spotless easier and more poolproof than ever.

“The pandemic has created a shift in customer perceptions regarding restaurant cleanliness—people have a much higher standard nowadays,” says Diana Rodriguez-Zaba, president of ServiceMaster Restoration by Zaba, a Chicago-based company that specializes in restaurant cleaning services. “Clean restaurant bathrooms, in particular, are strongly correlated with positive customer sentiments, while dirty bathrooms reflect poorly on a restaurant’s cleanliness overall.”

Yes, you are being judged at all times—and in all corners. Here, experts share some tactics to make sure you don’t disappoint.

Power Wash Prowess

Barry Healey, regional sales manager for Spray Master Technologies in Rogers, Arkansas, notes that power washing systems have come a long way in the past 10 to 15 years, with technology to provide the user with useful info—and

to further protect employees and the restaurant. “LED lights can show when the water level is too low; the system can shut down when the water is too hot, so that employees don’t get burned; and preset levels for chemical-to-water ratios ensure no product waste through proper dilution,” Healey explains. “There have also been accessories developed to push the water straight down, eliminating overspray or spraying body parts by accident, which is painful!”

Healey adds that power washing systems became even more important during COVID times, as more customers were taking advantage of curbside

service and drive-through. Suddenly, restaurants were being judged by how clean their parking lots, building exteriors, landscaping and even dumpster areas were kept, as customers were positioned outside instead of inside. Many customers have now moved back indoors, but with labor and inflation both ongoing challenges, power washing systems can also help clean surfaces like floors faster, prevent slip-and-fall accidents, and save money over outsourcing the job to a third-party cleaning company. Healey estimates a system’s ROI at about 16 months.

“Clean restaurant bathrooms…are strongly correlated with positive customer sentiments, while dirty bathrooms reflect poorly on a restaurant’s cleanliness overall.”

— Diana Rodriguez-Zaba, ServiceMaster Restoration by Zaba

Picking Up Steam

There have also been updates in steam cleaner technology, with new models that are commercial-grade, yet lightweight and small in size, according to Matthew Baratta, VP of operations for Daimer Industries, a commercial and industrial cleaning equipment company based in Woburn, Massachusetts. “These machines use pressurized steam for sanitizing and disinfecting floors, walls and other surfaces,” Baratta says. “As cleaning equipment like these continue to become more affordable for business owners, even smaller pizzerias can incorporate them into their everyday cleaning practices—they save time and provide better cleaning than is possible by hand.”

Baratta notes that steam cleaners assist professional restaurant cleaning by eliminating bacteria without using harsh chemicals that can damage equipment or leave residue behind on food preparation surfaces. While offering lower pressure than power washers, vapor steam cleaners are equipped to kill bacteria, following Food Safety and Inspection Service (FSIS) cleanliness guidelines. “For example, some steam cleaners offer boiler steam temperatures up to 356°F,” Baratta says. “It can help spot-clean and deep-clean surfaces like hosting areas, storage areas, bathrooms and every other area of the restaurant. It can help not just with cleaning, but with disinfecting and ensuring customer safety and food safety for the long term.”

Baratta’s top two tips for restaurant operators: Plan effectively and obtain the right equipment. “If you create a practical cleaning plan—one that includes different areas of the restaurant and breaks them down by priority, time and who is cleaning what—your process will go so much more smoothly, and you will be much less likely to forget a particular area,” he notes. “Investing in the right equipment—from simple things like disinfectant solution, rags, towels, sponges and mops, to more industrial cleaning options if needed, like steam cleaners or pressure washers—will help you get the entire cleaning process done effectively and hygienically. Plan it out and ensure you have all the equipment you need, and you’ll be ready to keep your restaurant looking spotless for customers.”

Automated Assistance

To maximize productivity, Robert Johnson, marketing director at Coast Appliances, based in Vancouver, British Columbia, Canada, recommends investing in innovative commercial cleaning appliances like automatic floor scrubbers and robotic vacuum cleaners. “These specialized cleaning appliances have more robust and sophisticated features to clean floors and other surfaces quickly and effectively,” Johnson says. “Using an automated floor scrubber in a restaurant can eliminate slurry during the cleaning process, leaving the floor clean and dry— plus, it has a wider scrub path than a traditional mechanical floor-scrubbing tool, cleaning much larger spaces quickly and more efficiently. This advanced cleaning technology saves so much time and effort.”

There are also robotic vacuum cleaners for restaurants to handle spills and accidents effectively with minimal disturbance and effective scrubbing action, so that staff members can focus on cleaning tabletops and tackling other cleaning needs. Just make sure that protocols are in place to ensure any cleaning tasks have been managed, whether or not you enlist automated help. “Develop a schedule for increased routine cleaning and disinfection,” Rodriguez-Zaba advises. “Clean shared objects (payment terminals, tables, countertops/bars, receipt trays, condiment holders) frequently. And, since COVID, many owners no longer share items that are difficult to clean, sanitize or disinfect.”

Equipment Intel

When it comes to cleaning, don’t forget the kitchen—it’s the heart of your business. Carolyn Bilger, marketing director of Hobart Food Equipment Group, notes that all food prep equipment,

“As [steam cleaners] become more affordable…even smaller pizzerias can incorporate them into their everyday cleaning practices—they save time and provide better cleaning than is possible by hand.”

— Matthew Baratta, Daimer Industries

including mixers, slicers and food processors, must be cleaned and sanitized after every use, as well as between uses when switching from one ingredient to another. “For example, when an operator switches from slicing pepperoni to vegetables, the slicer will need to be cleaned,” she says.

Look for equipment that makes your job easier, like slicers with a removable blade and components so you can dismantle the equipment for thorough cleaning; a removable top cover that can be taken off and placed in a dishwasher or sink; and removable ring guard covers and feed grip arm. “Wipe down mixers daily with a soft, soapy cloth, and run the agitators, bowls and bowl guards through a triple-bay sink or ware-washing product to ensure they are properly cleaned,” Bilger recommends. “Continuous-feed-style food processors commonly found in pizza restaurants should be wiped down daily, and the feed hopper removed and cleaned in a three-compartment sink.”

Ultimately, Bilger believes, proper equipment cleaning and sanitization of food prep equipment have always been important, but COVID-19 has drawn even greater attention to thorough cleaning practices. “Customers expect that the dining establishment they go to will be exceptionally clean

and are likely to be more critical if they feel it fails to meet their expectations—which can lead to lost business,” Bilger says. “Properly training employees on how to clean and sanitize food prep equipment—as well as the recommended frequency—is critical. Posting directions, with clear steps, near the equipment as reminders can be helpful, especially for new employees!”

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

“Customers expect that [your restaurant] will be exceptionally clean and are likely to be more critical if they feel it fails to meet their expectations—which can lead to lost business.”

— Carolyn Bilger, Hobart Food Equipment Group

THE REEL WORLD

BY ALEX KOONS

Let’s be honest: Social media can be a huge pain. Running a restaurant already entails a nearly insurmountable amount of other, more urgent issues to resolve on a daily basis. Dedicating your precious time to something outside of the day-to-day operations can appear daunting as all heck. At least, that’s what I thought at first….

My introduction to Instagram Reels came about six months ago. I noticed Instagram had shifted away from photography-based content and was going hard on this short-form video thing. I hated it. I had no idea how to make a Reel. As always, change is hard.

I decided to start small, so I practiced my skills at home. I made Reels that no one would see of random things around the house. I recorded my animals in the yard or just my wife watching TV. (I don’t recommend that—she wasn’t into it.) This little exercise helped me understand how to edit, use captions and lettering, and add music.

Once I felt comfortable making a Reel, it was time to take what I learned with me to Hot Tongue Pizza. The first thing I needed was an idea. Usually, a good place to find an idea for a Reel is to look at what already exists out there that’s had some success. Success is relative, of course, but typically I start broad, see what’s trending and check out what bigger brands outside of the pizza industry are doing on Instagram and TikTok. I consume some content to see what is out there. As I do this, I’m thinking of ways I can incorporate pizza into these existing ideas. My philosophy is to steal what you can and make it your own.

Alex Koons keeps his Instagram Reels real—and laugh-out-loud funny—to reflect Hot Tongue Pizza’s unique vibe and culture.

Hot Tongue Reels are an extension of the shop and what we stand for. They are a visual representation of our culture. I’ve steered away from food-focused content and use Reels instead for humor and fun. The way I see it, someone might be able to take a better photo of food than us, but absolutely no one is having more fun than we are. Having a little fun and showing off our vibe creates a lively, enjoyable atmosphere for the team. It also gives our customers a window to see how much we love what we do and how absolutely ridiculous we are.

PMQ.COM EXCLUSIVE: To see examples of Hot Tongue Pizza’s Instagram Reels, read an expanded version of this article at PMQ.com/creatinginstagram-reels!

One of the most important aspects to creating a Reel is that it’s real. Don’t try to be funny if that’s not your strength. Being authentic is everything. That’s why every restaurant’s Reels will differ. What’s authentic to one place won’t be the same for another. You have to make Reels that you’re proud of. If the food is your passion, capture that. If your dough process is crazy and that’s something you’re proud of, find a way to hone in on that. If you’re a funny person, see where that takes you. Do not overthink this. Hearing your own voice and seeing yourself on camera can be extremely uncomfortable for anyone. Just like anything else, the more I did it, the more comfortable it became.

Creating Reels can consume a lot of time. Sometimes they take me 15 minutes, sometimes three hours. It’s important to

have a plan and to carve out a chunk of time to work on them. I personally shoot and create all the Reels at Hot Tongue, so there is no budget other than my time. Social media managers and videographers can cost a fair amount of money, but if you don’t have the time or desire to create the content yourself, find someone you know who can create the content you want.

In my opinion, a Reel gives a restaurant the opportunity to build a persona and to become more human. The persona at Hot Tongue is silly, a bit weird and high-energy, but I think people get to see how much fun we have doing what we do. That fun is what makes our customer service top-notch, our food delicious, and our space welcoming and authentic. We aren’t trying to do anything other than be ourselves, and creating these Reels has given us that opportunity.

At the end of the day, pizza is supposed to be fun. If you and your team are having a great time creating content, then you’ve already succeeded before even hitting “post.” Try not to ruin it for yourself by taking it too seriously. Every operator will do well to remember that social media is a tool, not the playing field. Reality will always be the winner, and likes and reposts don’t always equate to sales and retention. So just have fun!

Go out there and get wild! Good luck and godspeed!

Alex Koons is an industry consultant and the owner of Hot Tongue Pizza, an all-vegan pizzeria, and Purgatory Pizza in Los Angeles. Follow Hot Tongue Pizza at instagram.com/hottonguepizza.

Don’t try to be funny if that’s not your strength. Being authentic is everything.

Boostly’s Text Marketing System Drives Thousands of Dollars in Extra Sales Each Month

Text marketing is the most effective way to drive extra business in today’s market and produces more than 800% returns on your marketing spend.

You work hard to run a successful restaurant. Your food is amazing, but there are others with inferior products that are attracting your customers with their big marketing budgets. Boostly enables you to get in front of your customers and drive extra revenue every month without breaking the bank! In just the last few years, Boostly has helped restaurants to generate tens of millions of dollars in extra revenue and increase the purchase frequency of their guests.

Why is text marketing effective? Every text message gets read (compare that to email, which has super-low open/clickthrough rates). People live on their phones, and most messages are read in just three minutes.

Which POS systems does Boostly work with? Boostly works seamlessly with every POS. You name it—Boostly works well with them!

Can it really all be automated? It sure can! Boostly is built to run on autopilot, but you can also send an on-demand text on a slow day, holiday or when you just have a message that you need to get out immediately.

Can I use Boostly to generate reviews and/or feedback?

Yes. Right when your customer is diving into their meal, Boostly asks the customer to rate their experience. Good experiences turn into 5-star reviews on Google. Negative experiences stay internal, give you insight on what happened, and then allow you to connect directly with the customer to resolve the issue.

How do I know if it’s working? Because of how Boostly works with your POS and online ordering, you are able to see exactly how much revenue is generated compared to what you spend. You should never be in the dark on how well Boostly is performing.

What if I don’t know what to do to effectively market to my customers? With Boostly, you get access to a dedicated marketing expert who helps you to navigate the maze of marketing and successfully drive thousands of dollars in extra revenue every month.

Is there a contract or setup fee? Nope! We align our success with yours. We know that if you’re not thrilled with the results, you won’t keep texting.

Where can I learn more? Schedule a 15-minute web demo with Boostly by calling 800-720-7738 or visiting boostly.com.

The Print Magazine That Powers the Largest Digital Audience in the Pizza Industry.

Is it just a coincidence that the pizza magazine with the largest print circulation (by 10,000 copies) also has the largest digital audience in the pizza biz?

We think not.

When PMQ’s 40,000 monthly printed magazines are delivered into the mailboxes of our 40,000 readers, that’s not the end of the journey. Our readers tell us that they share their copy of PMQ’s print magazine with an average of 2.9 readers.

In turn, print readership drives traffic to PMQ.com. It all starts here—on the printed page.

PMQ: Print Proud and Digital Smart

PORTION PADL

The patented Portion PadL is one of the most popular portioning tools for cutting pizzas into equal slices. A pizza-cutting board designed to cut pizzas into equal slices, each Portion PadL is custom-made to your pizza size, shape and slice applications. It’s simple to use and ensures that every pizza is cut equally, which reduces food waste and increases profits.

330-608-5928, PORTIONPADL.COM

REVEL ENTERPRISE

Revel Enterprise is a leading cloudnative POS platform with a broad footprint of national big-brand restaurant implementations. As restaurants transition to a hybrid business model with an increasingly disparate number of customer ordering channels, Revel Enterprise provides the flexibility required to easily manage this complexity and maximize profits, improve operations and reduce risk.

REVELSYSTEMS.COM/ENTERPRISE

KRUSTEAZ PROFESSIONAL

This professional, ready-to-bake brownie batter is bag-to-pan easy! When popped into a standard pizza oven, the brownie batter bakes up perfectly fudgy, with a flaky paper top. No thaw time, no mixing, no training—simply squeeze the batter into a prepared pan, spread until even and bake. Create a point of distinction with fresh-baked brownies. Request a sample at krusteazpro.com/browniesand-pizza.

888-840-7627, KRUSTEAZPRO.COM

PIZZA PANDA

Pizza Panda started with author James Baker, a former pizzeria employee, making up stories for his pre-kindergarten students about a silly panda who gave up bamboo for pizza. It has evolved into a series of books, including Pizza Panda and Pizza Panda Makes Good Choices, plus the upcoming Pizza Panda Shows He Cares. Pizzerias can sell the books, offer them with kids’ meals or host Pizza Panda nights for children.

PIECEANDLOVEPIZZA.COM

Watch the video at PMQ.com/pizza-panda

PIZZA SYSTEMS INC.

Pizza Systems Inc. (PSI) is a custom equipment manufacturer offering full dough press systems, including the press machines, conveyors and standard and custom tooling to go with them. PSI offers everything from small-scale semiautomatic units to large, fully automatic conveyorized units. The company also offer pans for both manual and automatic systems in almost any size and shape.

PIZZASYSTEMSINC.COM

Watch the video at PMQ.com/pizza-systems

HOLLY’S CUSTOM PRINT

For more than four decades, Holly’s Custom Print has been providing its customers with high-quality custom pizza boxes, specialty food boxes, box liners and pizza circles. Headquartered in central Ohio, Holly’s services a broad footprint with its own fleet and drivers, usually within three business days. They charge $0 in design and plate fees and typically have low minimum-order sizes.

HOLLYSPRINT.COM

Watch the video at PMQ.com/hollys-custom-print

SIP SHINE

Sip Shine, a national flavored moonshine company, offers a wide array of flavored moonshine, whiskey and moonshine slushies. All-natural ingredients and precision distilling and flavoring result in a uniquely sweet and flavorful taste. Sip Shine’s slushie program for restaurants and bars lets businesses take advantage of high profit margins of 350% to 500% per serving. And they throw in the machine for free!

SIPSHINE.COM

Watch the video at PMQ.com/sip-shine

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JENNIE’S PIZZERIA

In 1918, Neapolitan immigrants Alfonso DeSimone Sr. and his wife, Assunta, were earning local approval with their Savoy Bakery business, operated out of the back of their three-family home in Bridgeport, Connecticut. But they grabbed a chance to enter the pizza biz in 1945 when a friend, Jerry Curcurello, who’d opened Jennie’s Pizzeria (named after his wife) 10 years earlier, offered to sell to Alfonso Sr., who until then had been a silent partner.

His son, Alfonso Jr., and his two sons-in-law assumed ownership of the pizzeria—and today, the third and fourth generations continue the operation: Al DeSimone (son of Alfonso Jr.) and his wife, Regina, own the still-thriving business with Al’s brother, Richard, and his wife, Eva. Their kids also pitch in to help with modern-day demands, like social media and graphic design. “We’re all bakers, our whole family—we learned from my grandfather,” Al says, calling Jennie’s pizzas a cross between New York and New Haven styles. “The original dough recipe we still use today was the one my grandfather developed back in Italy.”

Al notes that Jennie’s is now the second-oldest pizzeria in Connecticut and the 17th-oldest in the country. Thanks to its enduring success, there have been a few moves to expand operations over the years—three within Bridgeport before taking its current spot in Monroe in 1998. Jennie’s was again renovated and expanded in 2021 and now offers a 6,800-square-foot space with

a separate room for private parties, plus full bar and lounge. “My grandfather had a slogan from his bakery: Taste proves quality,” Al says. “That’s what we’ve followed ever since. Give ’em a good product and a reasonable price, and you’ll never go wrong. There must be something to it!”

Alfonso Sr. also taught the next generations to treat people the way they want to be treated—and that extends to relentless community give-back efforts, as well as employees and customers. “We consider a lot of our customers like family, and they consider us family,” Al says. “That’s how far back it goes—we have customers now whose parents and grandparents took them to Jennie’s when they were small. We’ve had dishwashers and waitresses work for us 35, 40 years. You don’t find that in the restaurant business. With us, it’s not about the bottom line at all. When people tell us how much they enjoy our food, ambience and employees, that makes it all worthwhile. It’s really close to home, close to our heart, and we put a lot into it.”

One of America’s oldest operating pizzerias and fresh off its latest expansion, this Connecticut institution has been welcoming generations of families since 1935.

BY TRACY MORIN

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

Over 87 years, Jennie’s has evolved from a humble pizzeria to a full-service restaurant, bar and event space in Monroe, Connecticut--and continues to welcome multiple generations of customers who remain loyal to the family-run business.

SAVE the DATE!

demonstrations.

while celebrating

pizza community in easy-to-reach Orlando, Florida!

“The Pizza Tomorrow Summit was a blast. It was a perfect show to learn from, grow at and develop ideas and friendships through….[It was] an enlightening experience all around. I can’t wait for next year.”

Alex Koons, owner of Hot Tongue Pizza

“This was the most direct conversational show with vendors that I have seen in a long time.”

Billy Manzo, owner of Federal Hill Pizza

72%

of Attendees come to

PIZZA MEDIA

Amidst the sweeping red-rock views of Sedona, Arizona, Lisa Dahl runs five unique restaurant concepts with style and panache. PAGE 22