PZ - April - May 2019

CHEF OF THE YEAR

Dean Litster of Windsor, Ont., takes top honours in Open

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Volume 25 Issue 2 April/May 2019

16

11

11 CHEF OF THE YEAR

Meet the Deans: Dean Litster and his winning pizza, The Dean Martin!

16 FEASTING WITH YOUR EYES 20

Learn how good photography can help sell your pizza

18 MONTREAL’S PIZZA SCENE

Take a whirlwind tour of Montreal pizzerias and glimpse the passion behind the makers

20 PIZZERIAS AND BAKERIES UNITE! 13

This year Pizza Expo folded artisan baking education and products into its already dense mix

ONLINE

ON THE COVER: Open Chef of the Year Dean Litster shares his story of pizza, passion and gratitude.

See page 11 for more on this hard-working chef and partner in Armando’s Pizza in Windsor, Ont.

DEPARTMENTS 6 8 10 13 14 15 24

editor’s desk pizza bites

the pizza chef new products

making dough recipe

guest column

INTRODUCING THE CANADIAN PIZZA PODCAST! Need something to listen to while doing your prep work or slogging through the books? We have something new for you: the Canadian Pizza Podcast! This podcast will feature compelling conversations with people influencing the pizza industry in Canada. In our first episode, we talk with Les Tomlin, president and co-founder of PizzaForno, a Canadian company that introduced an automated vending machine that cooks and dispenses pizza. Tune in at canadianpizza.com, tell us what you think – and suggest future topics you’d like to hear in a podcast!

CANADIAN PIZZA EXTRAS | Open Table tightens control of consumer information; Extra-stinky garlic pizza debuts in California; Menufy and SpeedLine POS integrate … plus, the latest news and new products. canadianpizzamag.com

APRIL/MAY 2019 pizza 3

from the editor’s desk

Meal-kit madness lot of Canadians are interested eating at home more often.

I know this for three reasons.

First, research reports have been predicting this trend, which goes hand in hand with tough economic times. When money is tight, people tend to hunker down with family and scale down their spending until the economy improves.

Second, online food-delivery service continues to grow. This includes companies like UberEats and Foodora, and also takes in virtual or “ghost” kitchens we hear about that avoid paying overhead and can potentially operate 24-7.

Third, this spring has spawned a ridiculous number of meal kit companies, all competing for customers’ dollars. Meal kits are nothing new. But if you use Facebook as a guide, you’ll notice ads from companies like HelloFresh and Goodfood popping up fast and furious!

So, what are these services giving customers that they can’t get elsewhere?

This trend goes beyond age. It’s not only about people in their twenties wanting to learn skills to help them live on their own. It’s also about people in their thirties with young kids who can’t leave the house and need healthy food delivered.

The sheer number of meal-kit ads suggests they are meeting needs: to save time, to reduce food waste and to teach cooking skills. Two reasons behind the high interest in these meal “solutions”: people want to be better cooks and be more adventurous – all in the comfort of their homes.

How can pizzerias meet these needs?

Are there ways your shop can give customers more time with their family and friends? Much of the pizza industry is built around the idea of saving customers time and giving them value for money.

Encouraging customers to order ahead, online or by phone, and posting reminders on social media are ways you can put

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6 pizza APRIL/MAY 2019

April/May 2019, Vol. 25, No. 2 Editor Colleen Cross ccross@annexbusinessmedia.com 519-428-3471 ext. 261 Advertising Sales Manager Stephanie Jewell sjewell@annexbusinessmedia.com 705-826-2254

their convenience first and plan ahead for your own workflow.

While the pizza lover eating out or ordering in does not see the food waste generated by their meal, you can appeal to their concern for the environment by highlighting in your marketing things your business is doing to reduce food waste. Consider doing more nose-to-tail and root-to-stem cooking. Can you repurpose ingredients such as turning leftover dough into garlic knots or using carrot tops in salads?

Learning cooking skills is important, especially to 20-somethings trying to “adult.” Are there ways – through your menu, maybe – you can teach customers about your ingredients and where they come from, about your baking techniques or about why certain toppings are tasty combinations? Take ’n’ bake seems a natural fit for people who want to enjoy the sensation of baking their favourite pizzas in their own oven and serving them hot.

Although there are a lot of meal kits out there, not all of them are succeeding in the very competitive foodservice market. This tells us there is room for improvement – that there is something missing – in what they are offering.

Maybe what’s missing is you, the independent operator: the heart and hands behind your product!

Speaking of learning opportunities, be sure to come out to our Canadian Pizza Summit and Chef of the Year Competitions! See details at canadianpizzamag. com or call 519-428-3471, ext. 261.

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pizzabites BRIEFLY | OpenTable tightens control of customer information; Extra-stinky garlic pizza debuts in California; Menufy and SpeedLine POS integrate | FOR MORE pizza news, check out our website, canadianpizzamag.com

Canadian chefs name top trends lant-based alternatives and paper straws are now some of Canada’s hottest dining trends, while cannabis-infused products are upcoming trends, according to Restaurants Canada’s 2019 Chef Survey.

Each year, Restaurants Canada asks chefs from across the country to identify the industry’s most popular menu items and cooking methods and share their top picks. Trending now are craft beer and microbrews; sous vide cooking; housemade condiments and sauces; plantbased burgers and sausages (new to the list); locally sourced foods; paper straws (new); food smoking; charcuterie and house-cured meats; sustainable seafood; and pickling.

“Canada’s foodservice industry has spoken and thirst for locally brewed beer continues to be unquenchable,” said Shanna Munro, Restaurants Canada president and chief executive officer. “Looking ahead, restaurants of the future will feature diverse, healthy, sustainable dining experiences.”

Canadian chefs see the following coming to restaurants in the near future: Cannabis/CBD-infused drinks and food; half portions and smaller portions for smaller price; food waste reduction and management (for example, zero-waste cooking); protein-rich grains and seeds; ethnic or street food inspired appetizers; unusual herbs (for example, lovage, papalo and lemon balm); drinkable desserts; dessert flights/combos/platters; vegetable and vegetarian appetizers and culinary cocktails.

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Restaurants Canada Show highlights T

his year’s Restaurants Canada Show focused on sustainability, making technology work for your business and the restaurant of the future.

Canadian Pizza hit the trade show floor at this key annual event, held in Toronto in late February.

Pizza was in focus at the Bellavita pavilion, where manufacturers of ingredients made in Italy educated attendees on their products. Chef Ciro Iovine, owner of Song’ E Napule in New York City demonstrated how to formulate, knead and open Neapolitan pizza dough in a well-attended session.

Iovine said it is important to let the dough ferment at room temperature for 12 hours.

Cover it to keep it from getting dry; if it starts to get dry, smoothing a little water on the top and re-covering it does wonders, he said. The successful chef said he found rotating ovens helpful in simplifying the baking process and encouraged pizza makers to use fewer ingredients on the pizza. “Give respect to the ingredients,” he said.

Faema Canada’s booth was busy with operators checking out the sizeable selection of pizza ovens and coffee/espresso machines and products. Chef Michael Bou-Younes, lead instructor for Faema Culinary Academy, worked with students from Liaison College to demonstrate techniques to attendees.

At the Italiana FoodTech booth, Maur-

izio Mascioli of Maurizio’s in Parry Sound, Ont., who placed third in the Canadian Pizza Chef of the Year Open competition, and Giovanni Campisi of Casa Mia Ristorante in Niagara Falls, Ont., who placed third in Traditional, made pinsas, a very hydrated style of pizza, as fast as attendees could eat them. Roman-style pizzas topped with fruit and vegetable spirals and looking a lot like a gelato display case showed how a beautiful display can catch the eye of customers.

Across the show floor, in the Ontario pavilion, Beer You Can Eat out of Toronto was offering samples of its beer-infused pizza dough.

Other finds included liquid seasonings layered with flavours from Knorr, chocolate-stout-infused cheese from Gunn’s Hill, frozen vegetables from Gias and Griss artisanal pasta in the Bellavita pavilion, and infused extra-virgin olive oils from EVOO Fine Foods.

In the back corner of the show, patrons in the Restaurant of the Future were served by robots, including a friendly bot named Alice who gave people information about the menu. Located just off the technology pavilion, this futuristic shop highlighted juice and bubble tea, desserts, Japanese cuisine and Latin American food as areas with lots of growth potential.

pizzabites

Domino’s app awards points for any pizza photos omino’s has launched Points for Pies, a program in which Piece of the Pie Rewards members can receive loyalty points for any pizza – even a national competitors’ pizza.

During a 12-week promotion, Domino’s Pizza awarded redeemable points to U.S. customers sharing photos of pizza from any restaurant – even that of a competitor. In February, Domino’s began awarding rewards points through its new Points for Pies program for all pizza that customers may eat, including pizza that is not made by Domino’s, Domino’s said in a news release.

This is how it works: Customers downloaded the latest Domino’s app, signed up for the Piece of the Pie Rewards loyalty program (if not already a member) and used the new pizza identification feature to scan their pizza. Customers could then earn 10 points. After a customer earns 60 points, they can redeem them for a free medium two-topping Domino’s pizza.

Technology is an important element of Domino’s Points for Pies program. The company’s internal teams developed a pizza identifier that will scan each pizza or slice and will then use artificial intelligence-driven software to identify the image as pizza, so that points can be awarded. This technology will recognize all pizza for rewards.

“This is the first time Domino’s is using AI technology like this,” said Dennis Maloney, Domino’s chief digital officer. “It will be running the pizza identification process and is already smart enough to identify all pizza, even if it is a homemade English muffin pizza, a pizza with a hotdog stuffed crust, or a high-end artisan pizza. It can even identify if it’s a dog’s squeaky pizza toy.”

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Canadian operator wins Hobart ‘Doughminator’ Canadian restaurant operator has won Hobart’s annual custom-designed mixer giveaway at the 2019 International Pizza Expo in Las Vegas.

Chris Koutsantonis of Olympia Greek Taverna in Kelowna, B.C., was the lucky winner of The Doughminator, a Legacy HL662 pizza mixer made by the commercial equipment manufacturer and valued at $20,000. Olympia Greek Taverna is a family-owned restaurant offering pizza and pasta options, as well as Greek cuisine since 1968, Hobart said in a news release congratulating the winner.

This year’s design is inspired by the Legacy HL662 mixer’s position as a kitchen heavyweight – a maximum heavy-duty mixer with variable frequency drive (VFD) technology and two fixed speeds for mixing heavy dough, the company said.

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TOP FIVE ADD-ON SALES AS REPORTED BY CANADIAN PIZZERIAS

58%

52%

41%

22%

Wings

Salads

Pasta

Sandwiches

19% Beer

Source: Canadian Pizza National Industry Survey, 2018

For more news updated daily, visit canadianpizzamag.com

APRIL/MAY 2019 pizza 9

the pizza chef

Cheese on top or cheese on the bottom?

Diana Cline

o you build your pizzas with the cheese on top of the toppings, or do you put the cheese on the bottom, meaning, underneath the toppings?

What’s the difference? Is there a difference?

Great questions! In the pizza industry, in North America, most pizza places put cheese underneath toppings, unless the customer requests extra cheese. In that case, all the cheese is loaded on top of all the toppings. Things evolved that way because, as a visual species, we like to see the cheese, especially when we ask – and pay – for more of it. I know many places that don’t actually put more cheese on when a customer requests it. They simply rearrange the layers and put all the cheese on top, so it looks like there’s more. We weigh the cheese on every pizza at Diana’s Cucina, as I’m a firm believer that it’s good business to give customers what they’re paying for.

When it comes to how the pizza bakes up, where you place the cheese makes a big difference in taste and texture. I will use one of my all-time favourite pizzas on my menu, “The Ultimate Pepperoni,” to elaborate this point. This pizza has two layers of dry-cured pepperoni on top of a double, extra-cheese blend of garlic-and-chive Havarti and mozzarella, over our housemade marinara and on a Moosehead beer crust.

After it’s baked, we add a layer of grated Parmesan cheese. This fabulous pizza won me the title of “Canada’s Best Pizza Chef 2007” at the World Pizza Championship Games in Italy. I purposely designed it to have all the pepperoni on top, and what we in North America consider extra, extra cheese. I was inspired to bring the best of the best of a North American-style pizza to Italian pizza games.

Italian-style pizzas have one-half to one-third of the amount of cheese that we

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in North America put on a 12-inch pizza. though some have more water content than It’s common for Italian-style pizzas to have others. When you layer veggie toppings on sauce and crust not covered by a full edge- top of cheese and bake the pizza at a high to-edge layer of cheese. Rather, the cheese temperature, much of the moisture of those is sparsely spread out, allowing the sauce veggies evaporates. When you layer veggies and even bare crust to be seen in spots. underneath a blanket of cheese and bake it In 2007 pepperoni was the most popular at a high temperature, all the moisture retopping ordered on North American pizza. leased gets trapped between the cheese and Today it still is. the sauce. And all that moisConsider a dry-cured or a ture has nowhere to go, unfresh pepperoni that’s baked til you slice that pizza. Then Where you under layers of cheese: it it’s immediately released, place the tastes very similar to how creating a soggy-bottom it tastes straight out of the crust. The excess moisture cheese makes make line. But, when you literally waters down the place that same pepperoni a big difference taste and texture of your on top of layers of cheese crust, making it not very in taste and and bake it in the high temsatisfying to eat. texture. perature of a pizza oven, it When I create a designcrisps up and the edges curl. er specialty pizza for my The pepperoni we use is menu, I like to play around the best quality of pepperwith the build of the pizza. oni made in Canada. You owner/operators Some of my designer pizzas have cheese on know that if you want to save money, you top, some have cheese on the bottom. And can buy pepperoni for less than 50 cents it’s not necessarily because of how much a pound, but personally I wouldn’t feed cheese is on the pizza. I am inspired by flathat pepperoni to my cat, let alone to any vours and textures and I will play around humans I care about. The pepperoni I buy with the layers and the textures and flafor my customers is close to $5 a pound, vours of each ingredient until I’m satisfied and you can taste the premium quality. that what I’ve created is a masterpiece of When you layer it on top of the cheese, in edible art. And personally, for me, as an arthe high heat of the pizza oven, it enhances tisan pizza chef, it doesn’t get much better the slight smokiness and accents the hints than that. • of pepper in the meat. After it’s baked, the pepperoni is crispy, and there’s a satisfying Diana Cline is a two-time Canadian Pizza magazine Chef of the Year, three-time winner of “Canada’s Best Pizza crunch to the bite of your slice of pizza. The Chef” at international pizza competitions, a judge for insame pizza built with the pepperoni under- ternational pizza culinary competitions in Las Vegas, Italy neath the cheese will have a very different and France, and a partner with Diana’s Cucina & Lounge in Winnipeg. In addition to creating award-winning recipes, bake, taste and texture.

Diana is a consultant to other pizzeria owner/operators The same principle applies to vegeta- in menu development, creating systems to run a pizzeria ble toppings, except that with veggies the on autopilot, along with marketing and positioning to help operators grow their business effectively and strategically. moisture content can quickly get out of She is available for consulting on a limited basis. For more control. Vegetables are mostly water, al- details, contact her at diana@dianascucinaandlounge.com

cover story

Chef of the Year: Dean Litster Canada’s top chef in the Open division is talented, hardworking and a proud voice for pizza!

BY COLLEEN CROSS

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nyone who got their start working in a pizzeria will get a kick out of Dean Litster’s story.

Litster, our Chef of the Year – Open, started his working life like so many young people do, working in a pizzeria. He is among thousands of young Canadians who got their first jobt in food service.

After 17 years with Armando’s Pizza in Windsor, Ont., Litster has earned his place among the stars of Canadian pizza.

You won’t meet a kinder, humbler person.

And you won’t meet a prouder showman on the pizza stage – in Canada and abroad. On the competition floor he is the same nice guy but he is also a laser-focused competitor with one thing on his mind.

You might be surprised to learn that thing is not winning. It’s making the very best pizza he can make.

Litster did just that during the Pan division competition at the International Pizza Expo in Las Vegas in March.

But make no mistake, beneath that calm, tattooed, moustachioed exterior lurks the heart of a chef determined to win.

Let me set the scene: A small crowd gathers eagerly round a deck oven as a young man sporting impressive pizza-themed tattoos reaches in to check on his colourful deep-dish pie. Onlookers are surprised to hear him ask the pizza, “Are you ready to show the world who you are?” With great care he lifts its thick edge, slides it onto the paddle and brings the aroma-rich pie into the open and ready to present to the judges.

“I feel like this is the best one I ever made,” he says of the pizza that earned him

Not wanting to mess with perfection, Chef of the Year Dean Litster made “the exact same pizza” he made at the Canadian Pizza Summit for the International Pizza Expo’s Pan division. The Dean Martin earned him a spot in the top five in Las Vegas!

APRIL/MAY 2019 pizza 11

cover story

Dean Litster, also known as Professor Zaaa, is in his element building his well-tested Windsor-style deep-dish pizza at Pizza Expo.

fourth place among 20 pizza makers, his second top-five finish in Vegas (the first was in 2014). Afterward, we talk outside the exhibition hall at Pizza Expo.

“This is a big deal for me,” Litster says with a calmness that belies that sentiment. And as I hear more about his career journey, I begin to understand.

‘EVERYTHING I HAVE CAME FROM PIZZA’ Litster has been making pizza since he held his first job at Armando’s at age 14, where he ate with his parents as a kid.

“I was just looking for my first job. I wanted a paycheque,” he says matter-of-factly but with a hint of awe at how far that job has taken him. “In the early years, I rode my bike to work because I couldn’t afford a car.”

He went to college for radio broadcasting but returned to the restaurant industry. Yet still he had occasional doubts. “I wondered for years if this was really what I want to do,” he says.

The hard work began to pay off, as Litster was given a chance to move up in the company and eagerly took it. “I was given a clear path to success,” says Litster, who has worked in pretty well every position at regional chain Armando’s Pizza, from prep person to head chef to partner with John Pizzo, Andre Gerardi and Larry Vallieres in the Cabana Road location in Windsor. He also owns a location in Amherstberg.

He credits Armando’s with giving him “constant support, mentoring and opportunities.”

“I spend my days developing recipes, weighing out dough ingredients, kneading dough balls, stretching pizza dough and cooking pizzas,” he says. “Every day I pass on my tips, tricks and passion for pizza to the next generation of pizza makers. It really is a lot of fun to do what you love every day!”

“Everything I have came from pizza,” he says.

Litster is especially grateful to Pizzo for giving him opportunities

12 pizza APRIL/MAY 2019

to succeed, words of encouragement and constructive criticism.

“John is good at telling me how to be better,” he says with a smile.

“It’s not often you get a boss who wants to see you outshine him.

That’s what John is like.”

TEST, TEST AND TEST AGAIN Taking that encouragement to heart, Litster constantly works to improve the dough. Sometimes that happens on his day off. “That’s when it’s quiet,” he says. He takes the ideas John gives him and implements them. The chef likes nothing more than to experiment with dough and create new products.

He is a big believer in testing those products. To prepare for our Chef of the Year competitions, he made four different pizzas and asked his staff to test them. The Dean Martin is the one they liked best, so he continued developing it.

That pizza won him Chef of the Year in Canada and he replicated it for Expo. “I decided not to mess with perfection,” he says.

“To make a killer pizza, you need patience,” he adds. “Pizza is like a kid.”

That patience serves him well as he trains and oversees 35 staff at Cabana Road.

It also helps him take a deeper look at potential new hires. “I’m looking for someone who has experience,” he says. “I have to see something in them. I want someone who cares, who will pay attention, who will ask questions if they don’t understand.”

“We believe in treating employees right. “I’ve done this for 17 years, and years of experience gives you perspective. It’s made me a better person.”

MEDIA SAVVY Known as Professor Zaaa (@professorzaaa) on social media, Litster knows how to promote his brand, Armando’s brand and the Windsor-style pizza brand. He often sings the praises of Armando’s within

new products

Intense seasonings add depth to dishes

THE DEAN MARTIN

By Dean Litster

This pizza is a new style of pizza Chef of the Year Dean Litster likes to call a Windsor-Style Deep-Dish.

“In the bottom of the pan I sprinkle a light layer of cornmeal (that’s what makes it a Windsor-style),” Litster says.

DOUGH • 70% hydration BASE • Pesto

TOPPINGS • Mozzarella • Spinach • Roasted portobello mushrooms • Red onions

• Cherry tomatoes • Prosciutto • Salt and pepper • Oregano • Chili flakes • Fresh Parmesan cheese

the Windsor area (Windsor-Essex Tourism recently gave Armando’s the Best in Windsor Essex Award for Best Pizza Pie) and a keen spokesperson for Windsor-style pizza when abroad.

“If you want people to know what you do, you have to tell them,” he says.

His best advice about working with the media? “Contact every local paper you know and don’t go away. Be persistent. Local media are best because those are your customers.”

After winning Chef of the Year, Litster shared his story with the Windsor Star and was the subject of a feature article.

To foster good publicity and to feed his own creativity, he creates a pop-up pizza once a week to complement a “secret drink” announced weekly by local craft beer and cocktail bar The Blind Owl. The beverage is different every week and revealed to him only on the day of its promotion. Again he uses his tried-and-true method of testing pizzas on staff. “I ask everyone what pizza would go with that drink.”

Armando’s regularly sends Litster and other staff to events like the Canadian Pizza Summit and Pizza Expo, and Litster says he gets a lot out of attending. “You have to have an open mind,” he says. “Events are good places to get ideas and topping combos. It’s about adding that one little thing that improves your pizza.”

NEW PIZZA BAR TO FEATURE FOUR STYLES Litster’s winning pizza is a mixture of styles he describes as grandma/Sicilian Windsor-style deep-dish pizza. Next on the horizon for Armando’s is the opening of Armando’s Pizza Bar, which will offer four distinct pizza styles: wood-fired, Detroit-style deep-dish, Windsor-style deep-dish and Roman.

Litster has three personal and professional goals: attend Tony Gemignani’s pizza school, win his division at Pizza Expo and beat out other division winners to win Pizza Maker of the Year. With all that he’s done, those goals seem within reach.

“Pizza’s limits end only with your imagination,” he says. “I don’t want to keep the status quo.” •

Knorr, a division of Unilever Food Solutions, has a new, versatile Intense Flavours line of highly concentrated liquid seasonings meant to add give your dishes a wow factor.

They can be used to marinate, infuse, season during cooking or garnish while plating.

Flavours are Miso Umami, Citrus Fresh, Wild Mushroom Earth, Roast Umami and Deep Smoke. The seasonings are made using such processes as smoking, fermenting and roasting. For example, Miso Umami is made using soybeans fermented for two months.

The line is offered to restaurants only and not available in retail stores. ufs.com

Pizza-inspired jerky Meatheads Snack Company has a line of pizzainspired jerky products aimed at increasing front counter sales.

Pizzo’s Pepperoni Jerky comes in seven flavours, including Straight Up, Meatlover’s Paradise, Screamin’ for Supreme, Aloha Hawaiian Style and Blazin’ Buffalo Style. Pizzo’s Uncured Bacon Jerky comes in four flavours: Sriracha Style, Old Fashioned Maple, Western BBQ Seasoned and Applewood Smoke Flavor. The protein snacks come in individual, pizzaslice-shaped packages. pizzorias.com

LloydPans al taglio-style pizza pans LloydPans has a new line of al taglio-style pizza pans.

The company also makes popular regional pans for Detroit, Sicilian-style, deep-dish and “grandma-style” pizzas.

Pizza al taglio has its origins in Rome, but is gaining popularity in North America. The Roman-style pizza is rectangular in shape, served by the slice and designed for a grab-and-go eating experience.

To make its pizza al taglio pans, LloydPans merged traditional Roman-style pizza pans with the company’s proprietary pan technology. Pan sizes were determined by replicating the size of authentic Roman pans, even changing the company’s standard measurement from U.S. imperial measure to metric for accuracy.

The pans are made of durable, heavy 12-gauge aluminum anodized and coated with the company’s PSTK coating. This permanent, stick-resistant coating does not require seasoning and is designed to never rust.

The company also has developed two cutting boards to complement the pizza al taglio pans. lloydpans.com

APRIL/MAY 2019 pizza 13

making dough with Diane

Five ways to bring in extra revenue Diane Chiasson

I

f you want to increase your pizzeria sales, try the following quick techniques:

1. EXPAND YOUR MENU The first step in making a profit is deciding which products to sell. A pizzeria should have a signature item but should also think about adding products on a regular basis to boost sales. Analyzing competitors in your area to find out what they offer, and taking notes on their pricing and marketing techniques will uncover new revenue streams.

With the growing health movement, it’s important to offer healthy options to your customers. You should try to carve out a niche for yourself that isn’t currently being served such as low-fat, low-sugar, gluten-free, organic, vegan and any other dietary solutions. It will provide great sales opportunities for your operation.

You may also consider offering all-natural, high-protein and low-carb alternatives.

Some pizzerias promote pizza for their diabetic customers by offering thin-crust pizza topped with lots of vegetables rather than high-fat meats and extra cheese.

Try offering fresh juices, delicious, light salads, soups, wraps and sandwiches, as well as specialty coffees at lunchtime.

2. DON’T FEAR RAISING YOUR PRICES A FEW CENTS AT A TIME When you are offering natural, vegan or artisanal products, and using some exotic ingredients, it’s only natural that you raise your menu prices and price your pizza properly. These two methods will certainly impact and increase your profits. If you don’t know if you should raise your prices, look at what your competitors are doing!

You don’t need a reason or justification to

14 pizza APRIL/MAY 2019

raise your prices: just do it, and do it just a little at a time. Most operators are terrified to do this, but it’s a very simple thing to do. Don’t increase the price too much at a time: it will annoy your customers and drive them away. When you gradually raise your prices, by a few cents at a time, your customers will not notice it.

Encourage your customers to spend more by selling them combo package deals or by bundling your products and services to increase your average sales price.

3. EMPHASIZE UPSELLING There is always room to increase sales at a pizzeria, whether it’s by getting customers to buy more when they visit or by encouraging existing customers to come in more often. Did you know that you can easily generate an extra $6,000 to $34,000 per year, just by upselling? You should always try to raise your average cheque by five to 10 per cent through upselling. On the phone or on site, train your staff for the popular add-on sales phrase, “Do you want a cold drink with that?” An extra salad, wings, sandwich or coffee will make a difference in your cash flow.

Your staff should point out the better deals and offer the largest pizza size possible. Train them to point out your best-selling items. They should be able to describe each item on your menu as a way to help your customers decide about trying one or more options. Identify your top-performing salespeople and have them teach and mentor other members of your team.

4. ADD SERVICES AND RETAIL ITEMS Selling something you are known for as a branded product will inevitably generate a secondary revenue stream. In addition to your pizza items, you may consider hav-

ing a whole selection of by-the-bag coffee beans as well as adding some cups, travel mugs, t-shirts, picnic boxes, packages of cookies and gift certificates.

Branch out to promoting local special events such as birthday parties and anniversaries. Nurture relationships with your local restaurants, gourmet grocery stores and catering companies as they may outsource their pizza options and would welcome this new business opportunity.

5. ENGAGE THROUGH TEXTING AND SOCIAL MEDIA Text messages are more often opened than emails, and that’s why text messages are a great way to reach your potential market. For great pizza marketing loyalty programs, try sending directly to your customers’ phones some special offers, coupons, and social media posts. It will increase visibility and revenue and help you attract new customers to your shop.

Your customers today all use different social media platforms, so be on more than one. Consider Facebook, Twitter, SnapChat, WhatsApp, Instagram and Pinterest: they all provide a great way to engage with customers and stay top of mind.

Don’t dwell on the negative. Roll up your sleeves and get your customers to buy more when they visit your operation.

Make yourself stand out from the competition, attract new customers and keep your existing customers coming back. • Diane Chiasson, FCSI, president of Chiasson Consultants Inc., has been helping foodservice, hospitality and retail operators increase sales for over 30 years by providing innovative and revenue-increasing food service and retail merchandising programs, branding, marketing and promotional campaigns. Contact her at 416-926-1338, toll-free at 1-888-926-6655 or chiasson@chiassonconsultants.com, or visit chiassonconsultants.com

recipe

Fragoni

• Chopped parsley • Salt and pepper to taste • Add anything else you like to the filling: hot salami, anchovies, sundried tomatoes, etc.

• For a sweet version, add sugar or raisins

By Sofia Butera, Il Sorriso Cafe & Pizzeria Sofia Butera, owner of Il Sorriso Cafe & Pizzeria in Niagara Falls, Ont., since 2010, has a pizza on her menu called Fragoni (also pronounced Fraguni). It’s a light version of the pizza rustica loved by many of Italian heritage and traditionally enjoyed – hot or cold – by so many at Easter and on other family occasions.

Pizza rustica is made in many regions of Italy using specialty ingredients.

Butera’s recipe comes from her parents, Aldo and Rosa Butera, from Lamezia in Italy’s Calabria region. It is different from a deeper-dish version made in other areas of Italy that is topped by a crust, like a pie.

Although the Fragoni is not officially on the menu, it is sold as a take ’n’ bake dish. Many customers eat it on Good Friday, with the eggs providing protein in place of meat, or with soppressata (dry salami) at other times of year.

“My parents’ generation are happy we’re carrying on their traditions,” she says.

PZ_Thunderbird_JanFeb19_CSA.indd 1

INGREDIENTS DOUGH • 1 cup warm water • 1 teaspoon instant yeast • 1 teaspoon sugar • 2 cups water • 1 teaspoon salt FILLING • 3 large eggs • 1 250 ml container ricotta

METHOD 1. Dough: In a food processor or by hand mix liquids into dry ingredients. Add a little bit of water if dough is too dry. Knead it in to a nice soft ball. Wrap it in plastic.

Let it rise in a warm place for at least one hour. Then knead and open it with a rolling pin to desired size and filling.

2. Place filling in the middle of the opened dough and pinch the edges to form a little enclosure. Some people make mini closed-up versions like calzones (baked, not fried).

3. Cook at 350 F until the egg and crust is golden (about 15 to 20 minutes).

YIELD Two eight-inch pizzas

APRIL/MAY 2019 pizza 15 2019-01-10 3:31 PM

feature

Feasting with your eyes Learn how good food photography can help sell your pizza

BY ANDREW HIND

W

hen it comes to food, many people think the most important sense is taste. After all, a meal that we savour and indulge in is the goal of every dining experience.

But arguably more important is our vision. As the old refrain goes, people eat with their eyes: in supermarkets we make purchases based on the packaging or display signage, in restaurants we order based on what looks appealing on the menu or what neighbouring diners are eating, and the first impression of our meal as it arrives – either from our oven or from a server’s hands – sets the stage for whether the experience will be a memorable one.

You know what they say about a picture being worth a thousand words? Well, it’s true, and it particularly applies when it comes to success in the restaurant industry.

“With the rise of social media over the last number of years, I think it’s smart to think of food photography as a modern form of a commercial. Where people used to sit after work watching the news, with commercials in between, these days people see ‘commercials’ while scrolling through their various feeds,” explains Kelly Neil, a full-time food photographer, food stylist and food writer from Nova Scotia. “A friend of mine recently referred to seeing a great food photo on social media as ‘planting the seed,’ basically, planting a visual thought in the viewer’s subconscious for the next time they decide to go out.”

Neil saw the importance of great food photography firsthand during her time as general manager of Ristorante a Mano in Bishop’s Landing. She knows it drives sales and enhances the customer experience.

Photography is vital to creating impact in marketing food, says Frank Mazzuca.

Mazzuca has spent a lifetime doing just that as a creative director and graphic designer

16 pizza APRIL/MAY 2019

This photo layout for Larry Uteck’s Bedford West location of Morris East in Bedford, N.S., draws the eye – and appetite – with appealing details. Photo by Kelly Neil, kellyneil.com

collaborating with brands like Costco and CarryHot Bags. “People experience first through sight, and then react according to how they feel about what they see,” he says. “In a food magazine, photos of delicious-looking dishes compel you to try the recipe, right? The same applies to marketing and selling food of any kind, including pizza. There’s so much competition out there. Brands need to set themselves apart and the best way to do that is with a perfectly executed and well-shot photograph.”

Great photos are absolutely essential for a restaurant’s menu. The menu represents the customer’s first impression of your food.

Most people like to see a photo of their food before they order so they know exactly what they are getting. Unlike with the written word, there’s no ambiguity in a photo: everyone can understand a photo.

This is increasingly important in our multicultural world where English might be a second language for some customers, one

CONTINUED ON PAGE 22

regional pizza

Montreal’s pizza scene Take a whirlwind tour of Montreal pizzerias and glimpse the passion behind the makers

BY MATHIEU FORTIN

M

ontreal, renowned for its creativity and cultural diversity, is now home to a growing number of pizzerias for all tastes. To the delight of many, neo-Neapolitan style pizzerias have grown in number and become a huge craze in the city. Let’s have a closer look at a few different styles of pizza available along with restaurants that have made their mark.

GOURMET-STYLE EXAMINED Montreal’s gourmet-style pizza is a hybrid between a Neapolitan pizza and a family pizza. Chefs often see this as a gastronomic dish and are eager to make it as attractive and tempting as possible. Let’s see what Paolo Oliveira, owner and operator of Pizzeria Melrose, and Frédéric St-Aubin, co-owner and chef at Moleskine, have to say.

To be honest, it is quite recent. I did martial arts for 15 years and ran several marathons.

I founded Café Méliès on Saint-Laurent Boulevard. I ran several other companies also, but for the past few years, I developed great “buzz” for pizza. I decided to open Melrose, a pizzeria with an artistic touch.

Q: What type of pizza do you make?

Gourmet pizza and Roman-style crust.

Q: What type of experience do you want to offer your customers at Melrose?

I want it to be a family-style resto accessible to everyone. I also emphasize local and fresh ingredients.

Q: Where I can see you eating a pizza in Montreal? Stella Pizzeria.

Q: What is your favourite pizza topping?

Rapini and aged cheddar.

PIZZERIA MELROSE Owner/operator: Paolo Oliveira Opened: 2015 and second location 2019 Number of employees: 25 Q: What is your background in the art of making pizza?

MOLESKINE Chef and pizzaiolo: Frédéric St-Aubin Owners: Catherine Bélanger, Bruno Braën and Frédéric St-Aubin Opened: 2016 Number of employees: 15 Q: What is your background in pizza?

Frédéric St-Aubin

Gianluca Esposito

18 pizza APRIL/MAY 2019

I travelled the world and worked all over Europe, to learn and taste a lot of things, including pizzas. During my scholarship at ITHQ [Institut de tourisme et d’hôtellerie du Québec], I discovered how to make pizza in my Italian cooking courses and now it’s becoming part of my job at Moleskine.

Q: What type of experience do you want to offer your customers at Moleskine?

A very casual experience downstairs at the bar and more cozy and quiet upstairs. We have the best of both worlds.

Q: What’s the key to creating or making great pizza?

Matching the flavours, trying new ingredients and creating new taste on a pie.

Q: What is your favourite pizza topping?

Mushrooms.

Q: Where can I see you eating pizza in Montreal? Magpie or Bottega.

FROM NAPLES TO MONTREAL The neo-Neapolitan pizza made its debut and its popularity only grows. Here are two natives of Naples, Italy, who try to preserve the authenticity of the Margherita, which in

Paolo Oliveira

2018 was designated part of the art of Neapolitan pizza-making as an Intangible Cultural Heritage of Humanity under UNESCO. KESTÉ Chef/pizzaiolo: Gianluca Esposito Owners: Saverio Pileggi, Gianluca Esposito Opened: 2015 Number of employees: 11 Q: Where are you from?

Naples.

Q: What is your background in the pizza industry?

When I was 14 years old, my cousin Gino Sorbillo, a world-renowned pizzaiolo, showed me the art of making pizza. Years ago, I began experimenting with the science behind making pizza. I love experimenting with different flours and working with authentic ingredients. Also, it is very important to understand how to work the oven.

Q: How did your cousin influence you?

Gino showed me the real meaning of pizza. He also taught me the story of where

Ugo Di Nunzio

Michèle Casale

it comes from. Dating to 300 years ago, there is a big story behind the authentic Neapolitan pizza. For most Neapolitans, pizza is so much more than just putting dough, sauce and toppings together. It is a national treasure that we are proud of.

Q: Do you help new pizzerias?

Yes! I was very proud of developing the

menu at Nolana a few years ago and now I offer my services to Trattoria Alessa in Magog, Que. I have lots of new and exciting plans for 2019.

Q: What is your favourite pizza topping?

I am a lover of eggplant. I also love ricotta, mozzarella and chili peppers.

CONTINUED ON PAGE 23

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APRIL/MAY 2019 pizza1:00 19 2019-04-15 PM

trends

Pizzeries, bakeries unite!

This year Pizza Expo folded artisan baking education and products into the mix

BY CANADIAN PIZZA STAFF

C

onsidering opening a bakery café or adding house-made desserts to your menu? Looking to learn new baking skills to enhance your pizza dough? The new Artisan Baking Expo, held in conjunction with the International Pizza Expo, was the place to pursue those aspirations.

Canadian Pizza and sister magazine Bakers Journal were at Expo and its complementary baking show March 5-7 in Las Vegas, Nev., to collect tips and trends, meet Canadian operators attending and cheer on our Canadian chefs in the exciting competitions.

Pizza Expo organizers have folded baking education sessions, supplier booths and product demonstrations into their already dense mixture of education and inspiration for pizzeria operators.

More than 8,000 attendees streamed into the dual shows to take in 500 exhibitors, dozens of demos, seminars and pizza competitions.

ARTISAN BAKERY EXPO BRINGS ‘BREAD-UCATION’ All pizza makers are bakers, so the congregation of 40 baking suppliers and services was a natural fit for operators who wanted to learn more about baking and pastry, such as Angie Risi of Maria’s Pizza West and Solely Cannoli in Brantford, Ont. “Knowing there was a baking show as well helped us make the decision to come to Expo this year,” said Risi, who attended with sister and fellow operator Rose Risi.

Master Bakers Marcus Mariathus of Ace Bakery in Toronto, and Deborah Ott of Boulangerie Wesner in France, were at the Lesaffre booth to demonstrate their considerable bread-making skills. Ott showed onlookers how to make her striped milk bread flavoured with paprika and featuring words and decals transferred onto the bread using rice paper (see bakersjournal.com for more on Ott).

Educational talks included The Future of Bread, by Peter Reinhart; The Right Product Mix in a Bakery Café, by Solveig Tofte and Rachel Wyman; and Working with Ancient Grains, by Ciril Hitz.

The competition floor changed a little as well, with the addition of a Roman-style pizza-making competition.

Our Chefs of the Year Dean Litster and Giuseppe Cortinovis did Canada proud amid tough competition. Litster finished fourth in the Pan division with his pizza, The Dean Martin (see page 11 for more on the Deans). Cortinovis finished second in the international section of the Traditional division.

Third in that same category was fellow British Columbian Aaron Gehrman, owner of Emilio Finatti Pizzeria in White Rock, B.C. Mirko D’Agata of Groupe No. 900 Pizzeria Napoletana in Montreal finished second in the Napoletana division.

20 pizza APRIL/MAY 2019

Chef Chris Bianco finishes classic meatballs with a drizzle of extra virgin olive oil during a popular demonstration of menu favourites.

FOOD MADE WITH LOVE Renowned chef Chris Bianco, owner of Pizzeria Bianco in Phoenix, Ariz., inspired a standing-room only crowd during his keynote address and followed up with a lively meatball-making demonstration interspersed with insights about food and the industry.

Bianco, who wrote a book about his experiences entitled Pizza, Pasta, and Other Food I Like, cooked in an informal, freewheeling style. For his “menu favourites” demonstration, he made classic meatballs using a “screaming hot pan.” Choose the best provenance of ingredient you can, the soft-spoken chef said, adding that he likes to use a young varietal of Parmesana Reggiano. He uses free-range eggs, sea salt and fresh cracked pepper.

Bianco also loves Italian parsley and suggests using the stems to bring texture and moisture to the dish. He doesn’t like to chop parsley too fine, preferring instead to have them peek up through the sauce, which features 20 ounces of tomatoes, browned garlic cloves, basil and ciabatta crumbs.

He cooks the meatballs at 600 degrees for 11 minutes and recommends tenting them with foil to keep them hot.

Bianco invited questions from the audience and there were some good ones. When asked “Is vegan a trend the pizza industry must satisfy?” Bianco said, “It’s a slippery slope when you start making changes without doing all the thoroughness required.” He recommended moderation and thoughtful experimentation: “If you change one thing, you have to change something else to adjust.”

How do you find a good candidate to take over the business from you? “You aren’t going to be able to hold on to the day-to-day work,” Bianco advised. He encouraged business owners to learn how to delegate. If you want to have longevity, he said, “you need to find a way to affect your business without being on the premises.”

TWO FOR ONE: COUPLES IN PIZZA TOGETHER A panel talk featuring two married couples gave attendees tips on how to combine love and work successfully. Power couples Melissa and Eric Rickman of Wholly Stomboli near Denver, Colo., and Pasquale and Giovanna Di Diana of Bacci Pizzerias in Chicago, testified to the amount of work required to run a profitable restaurant, the need to separate responsibilities and the satisfaction found in working as a team. “No one else in the world knows how much I want to succeed,” Melissa Rickman said, summing up the challenges and rewards.

“It’s important to have different responsibilities within the business. That lesson was huge,” said husband and partner Eric. His strength is administration and hers is creativity.

PRODUCT ROUNDUP Here is a small sampling of new products found on the show floor: • Arrezzio/Sysco: A pizza box that splits in two to hold leftovers • Wild Flour Bakery: Gluten-free doughs, including its new cookie doughs, ready to ship • Wellbake: Dough-sheeting line, developed in Barrie, Ont., and ideally suited to pizzeria operations with multiple locations • The Countertop Oven by XLT Grill • Bob’s Red Mill’s: Cassava flour • J.R. Simplot: Roastworks line of IQF vegetables and fruits • IPourIt: Self-serve beer and wine walls the company is working on bringing to Canada • VIZpin Inc.: Key access for your staff • Barilla America: Legume pasta • Peerless Ovens: Ventless ovens • Liberated Specialty Foods: Keto and paleo ingredients • Experiment Books: No Gluten, No Problem Pizza, due out in October After spending three days at this buzzing event, it was easy to see how learning and networking can refresh and profit a pizzeria. •

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APRIL/MAY 2019 pizza 21

Feasting with your eyes CONTINUED FROM PAGE 16

Neil agrees. “Don’t let budget stop you from having great photos “Natural light looks stunning on Instagram,” says photographer Frank Mazzuca. Photo by Frank Mazzuca, FamilyStyle, Mazzuca-DPI.com

This pizza featuring fig, pineapple and cinnamon benefits from a close-up angle. Photo by Frank Mazzuca

they are not entirely fluent in. A photograph crosses all language barriers.

Furthermore, by choosing which particular high-margin dishes that you want to feature most prominently on your menu you can subtly guide your customers’ choices and increase profits.

A lot of creative thought, careful planning and artful execution go into producing the perfect food shot. Food photography requires the understanding of light, camera angles, lens selection and creative food styling in order to make a beautiful shot. It’s a blend of craft and art.

“It takes a lot of skill and experience to produce professional quality food photos,” explains Mazzuca, who actually produced a book entirely composed of stunning pizza imagery. “The pizzeria business is now more competitive than ever, with business owners fighting for their share of the market. Anything one can do to set their pizzeria and their food apart must be embraced, so you should find a professional to shoot your photos.”

22 pizza APRIL/MAY 2019

This photo for Il Trullo Ristorante in Dartmouth, N.S., sets the tone for first-time visitors. Photo by Kelly Neil, kellyneil.com

to promote your business. If you have any budget, you can always reach out to a food photographer and ask about options, or even, if you want to do it yourself, about in-person lessons or workshops.”

How do you find a food photographer to work with? Neil has some suggestions. “I think paying attention to what people are doing on social media is a great place to start. Look for restaurants or businesses whose images capture a tone you like, then reach out and ask who did their photography. Another way to search is by using geographic hashtags: if you’re based in Dartmouth, for example, look for the #dartmouth hashtag, find images you like, and then reach out in a message. Google works too, but pretty much everyone who creates images is on Instagram.”

If, for reasons of budget constraints, you elect to take photos yourself, Mazzuca stresses that light is the most important consideration. Too bright and the light may reflect off the pizza in an unappetizing way. Too dark and the pie will appear cast in shadows and unappealing.

“There are two kinds of lighting: controlled and natural. Both have their advantages but I prefer natural sources because light casts itself across the pizza in an elegant way. Natural light looks stunning on Instagram. Flash photography is an absolute no-no,” he stresses.

“A favourite trick when it comes to food photography is to bounce light back at the subject of the photo. You can use a light screen, but even a white envelope, sheet of paper, or pie plate will work. The bounced-back light ensures the pizza is cast evenly in light, and the pizza glistens beautifully.”

Be sure to research “food photography tips” online – there’s a lot of information available to help you hone your skills.

Stunning, stomach-growl-inducing food photography is vital to the success of any food industry business. One of the best ways to set yourself apart is to ensure your pies are as visually appealing as they are savourful.• Andrew Hind is a freelance writer from Bradford, Ont., specializing in food, history and travel. He is the author of 25 books and the proud father of one.

Montreal’s pizza scene CONTINUED FROM PAGE 19

Q: Where can I see you eating a pizza?

Bottega for the authenticity and Industria Pizzeria + Bar in Laval.

ENRICO’S BISTRO Owners: Ugo Di Nunzio (pizzaiolo), Enrico Perugini Opened: 2012 Number of employees: 8 Q: Ugo, where are you from?

I was born in Naples, raised in Campobasso.

Q: Where does your passion for pizza come from? My grandmother owned a pizzeria in Naples.

Q: Where can I find you eating a pizza in Montreal? Pizzeria Liolà.

Q: What does Neapolitan pizza mean to you? It must be simple. Also, the dough is very important.

Q: What is your favourite pizza topping?

Tomato sauce, basil and mozzarella.

‘AL TAGLIO’ STYLE COMEBACK Finally the Roman-style pizza, also known as pizza al taglio – which in Italian means pizza by the slice – has made its debut in Montreal. This style of pizza, the most popular in Italy, will definitely continue to grow in popularity in the years to come. I had the privilege of sitting down with Michèle Casale, owner of Redi Pizza, who continues to impress with his creativity and passion for Roman-style pizza. Casale is also known for his ability to make one of the best doughs in town using his leavening skills.

REDI PIZZA Owner/operator/pizzaiolo: Michèle Casale Opened: 2016 Number of employees: 4 Q: What is pizza al taglio?

It’s a typical Roman pizza that must have three characteristics: very light pizza thanks to the slow process of lievitation [leavening], crispy and full of air bubbles.

Q: How many pizzerias are making this style of pizza in Montreal? That I know of, Taglio di Roma, Ricolta and Redi Pizza.

Q: Why do you think this style of pizza is gaining popularity?

Obviously because it is new in our market.

It has existed in Rome since the 1990s and it has continued to progress thanks to new processes and longer lievitation times. We can perfect the technique using the best flours available and it is also a healthier version than the typical pizza dough. In Montreal, many are used to eating heavier pizza doughs but since they have discovered these lighter alternatives people are loving it and making changes.

Q: Who are your favourite pizzaiolos?

Renato Bosco and Gabriele Bonci.

For more information about Montreal Pizza Fest, a friendly competition that sees pizza lovers in Montreal vote for their favourite pies, connect with Mathieu Fortin via @ pizzafestmtl on social media. •

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APRIL/MAY 2019 pizza 23

guest column

Elements of a thriving pizzeria Maurizio Mascioli

n the last issue, I wrote about elements to consider when starting up a new pizzeria. Here we continue the overview with a look at managing profits and losses, choosing equipment and getting involved in your community.

I

PROFITS AND LOSSES When designing your pizza menu, it must possess three elements. It must be affordable, it must look and taste mouthwatering and it must meet the pizzeria’s food costing criteria – sometimes a hard balance to achieve but essential to become profitable.

Source your ingredients from reputable wholesalers and only use your local grocery stores in a pinch. Try to achieve interchangeable ingredients throughout your menu so that your inventory can become streamlined. For instance, the arugula used on one of our pizzas is used on three other styles. Same for certain meats and other vegetable combinations. This helps to reduce food waste as you’ll use the ingredients faster versus using them only on a oneoff specialty pizza that is rarely ordered.

How do you control profits and losses?

Simple. Weigh everything to the gram. Understand how many grams of fresh mozzarella are required for the perfect Margherita pizza. Want to know how much your dough ball is costing you per pizza? Identify the ingredients it takes to make a typical batch of dough. Take the full cost for a full batch of mixed dough, divide that by the total weight of the mixed dough then multiply by the desired dough ball gram weight to get the per-price cost of each dough ball.

WHICH EQUIPMENT IS ESSENTIAL? Non-essential equipment is anything that does not affect your bottom line to create a revenue. A broken plate or glass does not

24 pizza APRIL/MAY 2019

impact the production of your product or ing, so it’s important you maintain your service to your customer. However, items high level of product quality and customsuch as the following will impact your abil- er service. Accountability is a good thing ity to stay open: pizza ovens, refrigeration because it forces excellence on all levels. equipment, fire suppression and exhaust Maurizio’s has a five-star rating on Trip hoods, dough mixers, ranges, pizza ball Advisor and Google Business and we pride presses and rounders and deli slicers. ourselves on the accomplishment. It’s also The red-line items noted above should become an ingrained part of our culture to always be purchased new create an exceptional expewith a standard or extendrience for customers before ed manufacturer warranty. I Find an element and after the pizza. recommend you buy all new Find an element that’s that’s unique items through one dealer to unique to your brand and create buying power in your use that to stand out among to your brand favour and potentially negothe masses. and use that tiate better pricing because of the larger equipment BE THE LOCAL HERO to stand out order.

Align yourself with organizations that share your among the LEVERAGE MARKETING passion for the communimasses.

AND SOCIAL MEDIA ty, such as charities, food Using social media effecbanks, hospitals, paramedtively is essential in today’s ics, police and the fire debusiness environment. Have partment. Support these ora well-designed website. This is a customganizations when they conduct events for er’s first impression of your pizzeria: make the betterment of the community. For exit a good one. Get a real email address. ample, a group of local divers got together No one likes to see Hotmail or Gmail on to clean up a large river that runs through a business card: it looks unprofessional. our town. Local construction companies You must get the word out. Social media donated trucks to haul away garbage, we platforms typically are free but can become donated our pizza to keep the divers well extremely time consuming and unproducfed and full of energy. We do this every year. tive. Choose your battles: identify the plat- It encourages others to be leaders and proforms that create real-life customers and vides a positive impact on our communishow in real time where those customers ty as a whole. Big or small, embrace your are coming from and who they are. community. • Useful online social media resources include Trip Advisor and Google Business Chef Maurizio Mascioli owns and operates Maurizio’s Pizzeria Inc. in Parry Sound, Ont. He is a volunteer firefighter, listings. People’s reviews of your establish- two-time International Pizza Championship gold medal ment provide a glimpse of your venue to recipient and 2018 Master Chef recipient. He has received potential new customers. These two plat- awards for outstanding customer service, entrepreneur of the year and business of the year from the Parry Sound forms also create accountability towards Chamber of Commerce, and is an instructor for the School your restaurant. Now the world is watch- of Italian Pizza in Toronto.

S U C C E S S

S T O R I E S

HOW A VE MAG CH E ESE EXTR U DE R

inspired a B E T T E R PIZZA DOUGH

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After seeing the speed and portioning accuracy of the Vemag cheese extruder, the customer was inspired to ask if a similar Vemag could be used to successfully divide pizza dough. Reiser specialists and engineers worked with the customer to develop a solution. The result was a new pizza dough dividing process featuring the Vemag. The Vemag Dough Divider was able to produce exact-weight portions while meeting their high output requirements. The savings were so great that the customer converted all of their lines worldwide to Vemag pizza dough dividers.

A VEMAG DOUGH DIVIDER CAN PAY FOR ITSELF IN A FEW MONTHS. www.reiser.com Reiser Canada Burlington, ON • (905) 631-6611 Reiser Canton, MA • (781) 821-1290 2014