PZ - December 2016

Volume 22 Issue 7 December 2016

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12 THE VALUE OF CHECKLISTS Detailed checklists can drive big results through improved teamwork, communication, organization and shared responsibility

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STARTUP 16 SOURDOUGH How two savvy entrepreneurs turned an a-ha moment into a profitable niche pizza business AND INNOVATIONS 21 IDEAS For one exciting day, the 21

ONLINE

Canadian Pizza Show was innovation central, where the pizza industry gathered to eat, meet, mingle and learn

Captain Sully Sullenberger credits checklists with helping save lives in his miraculous plane landing on the Hudson River. Are you using them to full advantage in your pizzeria?

Find out how on page 12.

DEPARTMENTS 6

editor’s desk

8

pizza bites

10

the pizza chef

14

marketing insights

20

making dough

26

Giorgio’s corner

MARKETING PANEL: BE AUTHENTIC Engaging in your community, capitalizing on social media and marketing to millennials were all topics of discussion during an educational panel held at this October’s Canadian Pizza Show. The session, which focused on best practices for promoting your pizza business, delivered an overriding message: get out there and be authentic!

CANADIAN PIZZA EXTRAS | Public chef demos celebrate Italian designations; Ontario college offers food truck course; Montreal’s Little Italy hosts Pizza Week …plus, the latest industry news and new products. www.canadianpizzamag.com

DECEMBER 2016 pizza 3

from the editor’s desk December 2016, Vol. 22, No. 7

Upselling indulgence he holidays are a time to indulge.

That is why the question “Is that all?” should be banned from all pizzerias for December and beyond!

Too often after placing a food order, I still hear these words – often delivered in an impatient or bored tone. They never fail to make me feel rushed, pressured and dismissed all at the same time.

Operators can remedy this customer service ailment by tweaking that question.

“What else can I get for you?” or, better yet, “Would you like to try one of our salads?”

In a recent column, marketing pro Michelle Brisebois suggests managers train staff to actively listen to customers and to make the most of what they hear. “Role-play with your staff to help them develop a knack for identifying an opportunity,” she advises.

They can also increase their average eater cheque, which is thought by many to be a major driver of sales growth. The 2015 Canadian Chain Restaurant Industry Review, for example, reported that sales at quick-service restaurants increased by more than four per cent, driven primarily by average eater cheque gains.

Focusing on raising your average cheque can dramatically improve your bottom line.

Pizza Pizza, in its latest shareholder report, reported an increase in its average cheque in spite of a decrease in customer traffic.

The potential for profit is there, but there is definitely room for improvement.

Roughly half report an average cheque of $7-10, according to CHD Expert, a company that collects, manages and analyzes data for the away-from-home foodservice market in 50 countries. Nearly all independent, full-service cafés, family-style restaurants and diners with fewer than 10 stores each report an average cheque of $10-15, CHD reports, and most independent traditional restaurants that offer casual dining fall into the $15-20 range.

Wouldn’t it be great to get your sales to

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6 pizza DECEMBER 2016

Managing Editor Laura Aiken laiken@annexweb.com 416-522-1595 Editor Colleen Cross ccross@annexweb.com 519-428-3471 ext. 261

the next level? The simplest way to make this happen is to ask. Give customers every opportunity to add a drink, salad or side dish to their order. There also are subtler ways to encourage customers to spend more, for example, offering greater variety in drinks, including specialty coffees or premium pressed fruit juices that are popular with many younger customers. This strategy has the added benefit of letting you gauge customers’ interest in new items.

You won’t know until you try it. The same goes for the customer-service end of things: you won’t know unless you ask.

...

We at Canadian Pizza extend the best of the season to all of you out there working hard and spreading community spirit.

A special thank-you goes out to the owners, operators, pizza makers and exhibitors who helped make the 2016 Canadian Pizza Show an exciting gathering place for Canada’s pizza industry. We are especially grateful to our generous show sponsors, Saputo Foodservice, PizzaMaster distributed by Alfa Food Service, and Stanislaus Food Products, and to our Chef of the Year competition sponsors, Saputo Foodservice, Moretti Forni distributed by Euro-Milan, Escalon Premier Brands and Ardent Mills, for their financial support and enthusiasm.

Without these folks, the show wouldn’t be the meeting place it is today.

I will now pose an open-ended question: “What can we bring to next year’s Canadian Pizza Show that will make it a must-attend event for you?” I hope to see your wish lists in my computer inbox and mailbag by Dec. 24. •

Publisher Christine Livingstone clivingstone@annexweb.com 519-429-5173 888-599-2228 ext. 239 Account Coordinator Shannon Drumm sdrumm@annexweb.com 888-599-2228, ext. 219 Media Designer Brooke Shaw Circulation Manager Anita Madden amadden@annexbizmedia.com 416-442-5600 ext 3596 Group Publisher Martin McAnulty mmcanulty@annexweb.com Director of Soul/COO Sue Fredericks Mailing Address P.O. Box 530, 105 Donly Dr. S., Simcoe, ON N3Y 4N5 PUBLICATION MAIL AGREEMENT #40065710 Printed in Canada ISSN 1203-6838 Published seven times per year (Jan/Feb, Apr/May, Jun, Jul/Aug, Sept/Oct, Nov, Dec)

by Annex Business Media Circulation email: lmalicdem@annexbizmedia.com Tel: 416-442-5600 ext. 3547 Fax: 416-510-5170 Mail: 80 Valleybrook Drive, Toronto, ON M3B 2S9 Subscription Rates Canada – 1 Year $ 19.00 (+ applicable tax) Best pricing (Can/USA/foreign) available online at www.canadianpizzamag.com Occasionally, Canadian Pizza Magazine will mail information on behalf of industry-related groups whose products and services we believe may be of interest to you. If you prefer not to receive this information, please contact our circulation department in any of the four ways listed above.

Annex Privacy Officer privacy@annexbizmedia.com Tel: 800-668-2374 No part of the editorial content of this publication may be reprinted without the publisher’s written permission. ©2016 Annex Publishing and Printing Inc. All rights reserved. Opinions expressed in this magazine are not necessarily those of the editor or the publisher. No liability is assumed for errors or omissions. All advertising is subject to the publisher’s approval. Such approval does not imply any endorsement of the products or services advertised. Publisher reserves the right to refuse advertising that does not meet the standards of the publication. www.canadianpizzamag.com

@CdnPizzaMag facebook.com/CanadianPizzaMagazine

Dragons’ Den Pitcher 2011

“Bing bang boom, people came in the door.

We saw at least a 25% increase in foot traffic as a direct result.”

Zane Caplansky, Caplansky’s Delicatessen Solutions for Small Business

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Online tool helps small businesses measure productivity usiness Development Canada has a free productivity benchmarking tool designed to help businesses find out in minutes where they stand compared to other Canadian companies in their industry.

The tool will calculate and display results online and allow users to download a printable report containing their results, recommended readings and information on best practices.

The data used in this reference tool is provided by the Canadian Center for Data Development and Economic Research (CDER) of Statistics Canada.

The tool is available at www.bdc.ca by searching “Benchmark your firm’s productivity.”

B

Pizza Nova launches RWA bacon, commits to RWA chicken and ham n September, Pizza Nova announced it was using exclusively bacon made from pork that is raised without antibiotics. The company also committed to ensuring that, by the end of 2016, its chicken wings, grilled chicken and ham toppings will be antibiotic-free as well.

In May 2015, the Ontario-based pizzeria chain of 140 locations developed and added to its menu “Raised Without Antibiotics” (RWA) pepperoni.

“There is a definite shift occurring in the food industry,” Pizza Nova president Domenic Primucci said. “Consumers are paying closer attention to what processes and ingredients go into their food and people expect better, as they should. We continually look for ways to improve. Introducing RWA proteins is one of the ways we’re doing that,” Primucci said.

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Toronto chefs serve Italian meal as part of food film fest hefs Rocco Agostino of Pizzeria Libretto and James Santon of Enoteca Sociale in Toronto recently served a four-course meal following the screening of the 1996 film Big Night, which stars Stanley Tucci and Tony Shaloub as restaurateur brothers.

VIP ticket holders were treated to a four-course, film-inspired dinner at Pizzeria Libretto’s King Street location directly following the screening at the Royal Cinema, festival organizers said in a news release. The event took place Sunday, Oct. 23 and is part of the second annual Eatable film festival.

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8 pizza DECEMBER 2016

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It’s not just pizza.

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Every pizza you make has a secret ingredient—your passion for making it better. It’s why you insist on the best ingredients. And why we work tirelessly to ensure our tomato products deliver consistently fresh taste. Our gentle process protects the tomato’s true goodness and uses no additives or preservatives.

Learn more at kraftheinzfoodservice.ca/escalon

the pizza chef

Diana Cline his month I’m going to talk about something I have a lot of experience with: using beer in a pizza dough recipe. Back in 2005, this magazine held the first competition for Chef of the Year, which was inspired by a Food Network competition show. There were 40 common ingredients and you were allowed to choose five secret ingredients to make three recipes from scratch.

I spent quite a bit of time brainstorming about the ingredients and about the competition. I wondered what made Canadian pizza essentially Canadian versus New York-style, Chicago deep dish, California-style and Italian-style. Back to my original question: what makes Canadian pizza just that? One night while looking into the fridge, it hit me. Canadians have enjoyed beer and pizza for decades. What would happen if I put the beer right into the pizza dough?

It took me three or four test batches before I was able to answer that question.

I made very small test batches yielding only four dough balls, so it wasn’t like I needed a whole keg of beer to figure it out.

I did a few batches, increasing the amount of beer while decreasing the amount of water by the same volume. I found that in order to impart any of the beer flavour to your pizza crust at least 50 per cent of the liquid must be beer. Using beer in your pizza dough can add a unique flavour and appeal to an otherwise ordinary pizza.

The main thing to remember is to choose a beer that has a distinctive flavour. Stay away from light beers because they won’t have enough kick to enhance the flavour of the dough.

Next, I varied the fermentation, or proofing time. I always allow my pizza dough at least 24 hours to proof in a walkin cooler: any good dough needs time to

Using beer to enhance the flavour of your crust

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Photo courtesy of Diana Cline

10 pizza DECEMBER 2016

Diana’s signature beer dough helped her “Ultimate Pepperoni” win Chef of the Year and place 35th out of 427 entries in the Pizza Classica category at the World Pizza Olympic Games in Italy in 2007.

develop the flavours. In the case of my beer dough, I found that the sweet zone was after 36 hours of fermentation.

One of the most common questions I get about using beer in a dough recipe is whether the amount of yeast must be reduced since there is yeast present in beer.

The answer is no. The amount of active yeast present in the beer is typically not sufficient to warrant reducing or eliminating yeast in the dough recipe. This is only a general rule of thumb. It’s possible to make a starter, which is often substituted for fresh yeast, from a combination of beer, flour, salt and, of course, time.

Once the dough was given sufficient time to develop the flavours, I baked it up with just a little sauce and cheese. The flavour of the beer is baked right into the pizza dough and all the alcohol bakes off.

Therefore, it’s safe for all ages to eat a pizza crust made using beer. In the case of our signature beer dough, the crust bakes to a crisp golden brown on the outside while

still being soft and bread-like inside.

The experimentation paid of when my creation took the top prize. Since developing my award-winning beer pizza dough recipe, I’ve shared it with friends from around the world. My friends from Ireland used Guinness beer in their pizza dough one year and Jameson whiskey the next. A friend from Ohio used a craft beer that was popular at his high-end pizzeria. A friend from California tested it with a Pinot Grigio. When you have a good dough recipe, it can easily be modified to showcase regional preferences and become a signature feature of your menu. • Diana Cline is a two-time Canadian Pizza magazine Chef of the Year champion, internationally recognized gourmet pizzaiolo, partner with Diana’s Cucina & Lounge in Winnipeg and a director for the CRFA [now Restaurants Canada] from 2009-2013. In addition to creating award-winning recipes, Diana is also a consultant to other pizzeria owner/operators in menu development, creating systems to run a pizzeria on autopilot, along with marketing and positioning to help operators grow their businesses effectively and strategically. She is available for consulting on a limited basis. For more information, contact her at dianaslcline@gmail.com.

feature

The value of checklists Detailed checklists can drive big results through improved teamwork, communication, organization and shared responsibility

BY JULIE FITZ-GERALD

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sing checklists to improve your pizzeria’s day-to-day operations can drive big results through improved teamwork, communication, organization and shared responsibility. When these areas of your business are running at peak performance, customer service soars, leading to increased sales and a profitable business.

Captain Chesley B. (Sully) Sullenberger III credited the use of checklists with the unbelievable landing of a US Airways jetliner on New York’s Hudson River in January 2009. After hitting a flock of geese and losing power to both engines, Capt.

Sullenberger and his crew used checklists and extensive training to safely land the aircraft in a busy city centre and save all 155 people on board.

The dramatic events were quickly dubbed the “Miracle on the Hudson,” but as Dr. Atul Gawande notes in his book, The Checklist Manifesto, it was quick actions by the humans that saved the day.

The co-pilot located the checklist designed for such an occurrence and began reading off each point to Capt. Sullenberger. Gawande says the checklist enabled the two to work as a cohesive team despite never having flown together.

These points are easily transferrable to the restaurant industry, where checklists

12 pizza DECEMBER 2016

can mean the difference between smooth sailing and disgruntled customers.

CHECKLISTS MEAN REPEAT VISITS Checklists are crucial for success, says Diane Chiasson, president of Chiasson Consultants Inc., who has been working in the food industry for more than 35 years. “Employees need to know exactly what they’re going to be doing, not only verbally, but also in writing: an outline of responsibilities. Restaurant owners struggle to find adequate time for training, so training forms are a must-have for any business. Your forms will keep daily operations running smoothly and will keep employees accountable,” Chiasson says.

For a fast-paced pizzeria, ensuring a consistent, high-quality product with quick delivery is paramount to having repeat customers. “In a pizzeria business, it’s all about being fast,” she explains. “So to be able to ensure consistent, great-tasting pizza that arrives hot is really all about teamwork. Everyone from the restaurant owner to the staff needs to know and demonstrate the technique. This is crucial to the success of a business.”

Shawn Randazzo, president of Detroit Style Pizza Co. in St. Clair Shores, Mich., says he uses checklists for everything.

“Even with 20-plus years of experience,

WASH RAGS

1

2

Dump rags int sink and rinse with hot water.

Then add a ½ cap of bleach to the bucket and fill half way with cold water. Then put all the clean rags into bucket.

WASH HAND SINKS

Take a clean folded wet rag and wipe all around hand sinks. Wipe the faucet, fixtures, in and around sinks.

WASH BACK SPLASH WALL

3

Put small amount of soap (size of dime) on a folded wet rag and wipe/clean/scrub the wall to get any mess off the wall. Do not use a scrubby pad on wall. After wiping down rinse with water using a jug or bucket.

WASH COMPARTMENT SINKS

4

5

Take a folded wet rag and put a small amount of soap on it (size of quarter). Then put scrub pad on top of soap and get it wet with warm water. With the wet rag, soap, and scrub pad scrub the sinks really well. Scrub the faucet, fixtures, top, and all sides of each compartment. Last rinse all excess soap off with water using a jug or bucket.

WASH UNDER & AROUND SINKS, PLUMBING & DRAIN

Take a clean rag and wipe/clean/scrub all around the sinks, legs, plumbing and drains making sure they are spotless.

Chart courtesy of Detroit Style Pizza Company

I use a checklist for every position. I go in with a positive attitude and do the tasks that are in front of me. We have checklists and systems in place for everything and that promotes a really healthy environment because it creates a company where you can solve problems through the systems in place. We can hold staff more accountable if things aren’t done because it’s been made clear.”

Crowned Pizza Maker of the Year at the 2012 International Pizza Expo in Las Vegas, Randazzo knows what it takes to create high-quality pies that keep customers lining up for more. Checklists are an important tool to ensuring his pizzeria runs smoothly day in and day out, and the benefits have been transformative. “The biggest thing is the peace of mind and the clarity as to what’s expected across the board, from what needs to be done and what position is responsible for what,” Randazzo says. “In the past when we didn’t have such a detailed system as we have now, things would be missed. Now, consistency, efficiency, productivity – all have been improved with our systems being evolved to the point they are.”

Checklists can be used for every position in your restaurant. They can set out recipes, health regulations, marketing promotions, prep work, driver responsibilities and closing requirements. Chiasson says that when these checks and balances are in place, owners can expect to recoup significant time and cost savings. “They will save time and money. It will give them extra time to do the things they normally don’t have time to do, allowing them to improve other areas of their business.

Customers will tell others about the fast service, business will grow and employees will be happier.”

GETTING STARTED If you’re in the beginning stages of implementing a checklist system, Randazzo says, the first step should be to look at your operating stations. “Each station should have its own system of charts. Look at it as a station-to-station procedure. Have an iPad or piece of paper in each station and jot down the steps. Make a roadmap of what needs to be addressed at each station and

create whatever systems are needed.”

Ensuring everyone is involved in the process is something that cannot be overlooked. “Get your staff involved. Their feedback is very important,” he says. “As owner, manager and operator, you can’t be in every position on an everyday basis. Those guys are your front lines; they’re going to know what issues are occurring on a daily basis and you can use that as a resource. It’s really important. Constantly encourage feedback.”

At Detroit Style Pizza, the checklist system is powered by Joltup.com, an online operations platform. Here’s how it works: iPads are placed in central locations around the store, providing employees with company checklists at the swipe of a finger. A big benefit of this technology-forward system is that it lets staff provide essential feedback and suggestions when tasks can be made more efficient. “The employees love the tabs and links. It’s a network of checklists and systems that are intertwined, focusing on a team effort and providing a complete expectation of all the tasks in the business,” Randazzo explains, adding that his employees have provided important suggestions that have brought greater efficiency to their processes.

Chiasson agrees that employee input is crucial to building comprehensive checklists. “Don’t ignore feedback from your staff, because they have insight about their own job and that insightful feedback can help add to your forms. I always ask, even the newest person, what they think. It’s good for them to know you care,” she says.

STICK WITH IT Once you have a checklist system in place, it’s vital to stick with it. Often, when staff and management feel they know the process by heart, they abandon the checklist, which quickly leads to missed steps.

“There’s no point in getting a form and then deciding after three months that you know it by heart,” Chiasson explains.

“Whether it’s back-of-the-house, recipes or operations; you have to be a stickler all the time.” • Julie Fitz-Gerald is a freelance writer and regular contributor to Canadian Pizza magazine.

DECEMBER 2016 pizza 13

marketing insights

Eat your vegetables Michelle Brisebois hen I was a child, my father told me to eat my vegetables first because they were the worst part of the meal and it was good to get them out of the way. I’m probably not alone. Many baby boomers have been raised to think of vegetables as a necessary evil instead of the main event. It appears this attitude is changing. In fact, for restaurants that specialize in pasta-based dishes it’s a profound shift. Vegetables are coming into their own and the restaurant industry would be wise to embrace and market to the change.

There are a number of factors influencing the increased popularity of vegetables. Firstly, the “health fad” has proven to be anything but a fad. Consumers are demanding and getting more and more choice when it comes to foods that offer great taste and nutritional value. A good example of this is the introduction of Meatless Monday in 2003 as a way to promote less animal protein consumption. It gained awareness with many restaurants promoting special menus on Mondays.

There is also greater awareness around the environmental impact of consuming animal proteins. A study conducted by the University of Oxford suggests a diet heavy in animal proteins causes double the climate-warming emissions, and giving up or reducing meat intake will reduce the carbon footprint more than giving up cars.

Secondly, the trend is also partly driven by fine dining where chefs have taken as much care in attending to the nuances of the sides as they have in preparing the mains. For some time now, vegetables have been quietly shifting from an afterthought to the centre of the plate and their time has arrived. Chef Gary Ludwig of Gordon Food Service reports trends he is monitoring, which include preparing vegetables

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using searing and braising techniques for environmental reasons began marketnormally used for protein. These new ing misshapen fruits and vegetables. The techniques are imparting unique flavours stores selling this less than perfect produce to the vegetables that make them more saw as much as a 60 per cent increase in appealing, Ludwig says. Proteins are often traffic to the produce department. When still a component of the dish but now as consumer trends are rooted in the triple a meat-based broth or in smaller portions threat of flavour, health and environmenthan traditionally presented. Many som- tal sustainability, they tend to have momeliers will tell you that when a chef takes mentum and staying power. as much care with the side dishes as they Lastly, the rise of the mighty vegetado the mains, wine pairings ble is being driven by a can be made to compleconsumer group of huge ment the vegetable instead Vegetables have importance to the future of the protein for a unique of dining: millennials. Eve approach.

Turow’s book A Taste of been quietly Thirdly, vegetables arGeneration Yum: How the shifting from an Millennial Generation’s Love en’t only replacing the protein on the dinner plate: afterthought to for Organic Fare, Celebrity they are increasingly being Chefs, and Microbrews Will the centre of the Make or Break the Future of substituted for the carbohydrate as well. This trend Food examines how great plate. is strongly supported by cuisine and dining came to home cooking, which has be so important to millenembraced the “spiralizing” nials. Turow points out that of vegetables such as zucchini, squash, in a digital age when technology is prevabeets and even broccoli stalks to use in lent, food is a common ground everyone place of pasta in dishes. Kitchenware com- can bond over. Posting pictures of food panies have created tools for the home on social media has become increasingly cook to allow consumers to experiment common as a way of showing off to friends with spiralizing various vegetables. “Zin- and online contacts. A 2015 Nielsen surguini” is popping up online and in restau- vey reports that 33 per cent of millennials rants as a substitute for linguini. Zucchini said they prioritize healthy attributes in is replacing lasagna noodles when sliced the food they buy and 29 per cent said they thin and layered with the traditional fill- will pay more for them. ing and sauce for lasagna. Pizza crusts are Taking a fresh look at how vegetables also showing up with vegetable bases of can play a more significant role on your cauliflower, spinach, zucchini, sweet po- menu can open up many culinary and protato and broccoli, adding flavourful and motional avenues. With this in mind, I will healthy elements to the crust. continue to respect my father’s wish and eat Fourthly, the “ugly” fruits and vege- my vegetables first – preferably paired with tables trend seen in grocery stores which a nice glass of sparkling wine. • originated in France – where food trends are still often born. Grocery stores driv- Michelle Brisebois is a marketing professional with experience in the food, pharmaceutical and financial en by a desire to minimize food waste services industries. She specializes in brand strategies.

SAVE THE DATE • MONDAY, OCTOBER 16, 2017

THE INTERNATIONAL CENTRE • MISSISSAUGA, ON PRESENTED BY

WWW.CANADIANPIZZASHOW.COM PZ_savethedate_2017Calendar_MLD.indd 1

2016-11-02 2:22 PM

A SLICE OF THE PIE: HOW TO BUILD A BIG LITTLE BUSINESS

When Nick Sarillo decided to open a family-friendly pizza restaurant in the suburbs of Chicago, people thought he was nuts. Everyone told him no one else would ever care about his place the way he did. They warned he’d have to work 20-hour-days and monitor every employee just to stay in business.

But Sarillo saw things differently, and set out to run his business in a radically different way. Today Nick’s Pizza & Pub is one of the top ten busiest independent pizza restaurants in the country, with two locations that gross about six times the revenue of the typical pizza restaurant.

How did he do it? The secret lies in Nick’s purpose-driven culture, in which every employee—from the waiters to the chefs to the managers—is equipped with the tools necessary to do their jobs while also advancing the company’s overall mission. The result is higher sales, a dedicated team, and a big little business that is beloved by the entire community.

In A Slice of the Pie Sarillo tells the story of how he built his extraordinary culture and shows how anyone can follow his methods and help transform even the smallest, simplest, and most ordinary business into a successful, highperformance organization.

DECEMBER 2016 pizza 15 Pizza Book Ad aprilmay15.indd 1

2015-04-09 12:52 PM

profile

Sourdough startup How two savvy entrepreneurs turned a moment of inspiration into a profitable niche pizza business

BY COLLEEN CROSS

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s a-ha moments go, the one that conceived Junior’s Handmade Sourdough Pizza in Bowmanville, Ont., was a quiet but significant one. It came when, after years of working in the restaurant industry, Jade Chaput and husband Victor Hanc Jr. planned to get into the pizza business.

“We weren’t thinking of sourdough. Vic and I went into a bakery to pick up buns,” Jade says. “The sign on the door listed sourdough as an option. We looked at each other and we just knew that we were going to do sourdough pizza.”

Sourdough is a departure for Victor Hanc Jr. – the business’s namesake and part of the Hanc’s family of restaurant businesses, which are institutions in the suburban town about an hour’s drive east of Toronto.

He grew up working for his parents, Barbara and Victor Hanc Sr., who have owned and operated Hanc’s Fries since 1971and until recently ran Hanc’s Restaurant. Jade, who has worked in food service since she was 13, now manages the restaurant under new owners.

Meanwhile, the enterprising couple, keen to make their own mark on the restaurant landscape, opened their own food truck next door to Hanc’s Fries, which is still operated by Victor Sr. and Barbara.

Victor Jr. and Jade confirmed their original sourdough inspiration by doing their homework. Online research uncovered hotspots in San Francisco, Arizona and the United Kingdom and although they found a number of pizzerias that made sourdough crusts, it seemed clear the trend had not migrated to Canada.

After deciding sourdough was their niche, they set about making the busi-

16 pizza DECEMBER 2016

ness a reality. They hired Ottawa’s French Fry Trailers to build them a 16-foot-long food trailer. While it was being built over six months, they purchased equipment, shopped around for ingredients and perfected their recipes and methods.

“It was a huge learning curve. We phoned Vic’s Aunt Mary in Hamilton, talked with bakers, watched YouTube videos,” she says. There was a lot of testing among family and friends.

In July 2014, Junior’s put out its shingle.

The pizzeria, which has the potential to be mobile but is parked near King and Liberty streets, offers both pickup and delivery.

“People treat us as a normal pizzeria,” Jade says, adding that 40 per cent of customers order by phone.

WHAT IS IT ABOUT SOURDOUGH? The response was encouraging. “The sourdough makes all the difference in the world,” Jade says. “It’s chewy. It’s tangy.”

They hand-shape their sourdough from a mother dough. It is then “blast-cooked” in their oven, a process they say locks in the sourdough’s natural aroma and produces a soft, crispy, chewy, mildly sour and smoky crust.

One challenge has been managing the fluctuating temperature inside a food truck.

“It was a challenge working out that science with the water,” she adds. In the end, they settled on using about a cup less water to counteract the humidity during warm months.

HEALTH BENEFITS Jade says they learned of the health benefits of sourdough after falling in love with its taste when a friend sent them a link to a Harvard study on its benefits.

“Basically, using sourdough eliminates less than 100 but more than 99 per cent of the gluten,” she says. “The fermentation process breaks down the sugars. There is not a lot of sugar in it to begin with: most of the sugar on our pizzas comes from the vegetables.”

Some of their diabetic customers have posted their favourable blood sugar numbers on social media after eating Junior’s pizzas versus other chain store pizzas, she says. A few of their regular customers who have celiac disease have asked to buy pizza dough to take home. “We will do that,” she says cheerfully. “Whether on a pizza or in a bag, it’s a compliment.”

One very special moment came when a woman was brought to tears because she was able to enjoy pizza for the first time.

While acknowledging it’s great to hear

What goes with sourdough?

Which toppings best complement sourdough? On this point, the Junior’s Handmade Sourdough Pizza partners differ. Jade likes roasted vegetables and sauce. “You don’t even need cheese,” she says. Victor likes the texture and complementary flavour of peameal.

They had an online contest asking customers for new topping ideas. Anchovies came up as a popular request. Jade, though not a big fan of the fish, agrees it is surprisingly good.

Photo by David Judd

Junior’s namesake, Victor Hanc Jr., presents slices of his bestselling meat lovers’ and Hawaiian pizzas.

positive stories from customers, Jade says she and Victor Jr. see their role as introducing customers to sourdough rather than promoting its benefits. “We tell people to do their own research,” she says.

SENSE OF COMMUNITY Everyone has specific roles in the business.

Victor Jr. makes the pizza and prepares the ingredients. Jade takes care of purchasing and marketing.. Their three in-store employees take orders, bring pizzas out of the oven and handle cash. A fourth person focuses on delivery.

The staff clearly have fun and their nicknames, posted on their Facebook page, say it all: Sean “Ladies Man” Adams, Stu “The Beard” Strickland, Sarah “The Texter” Potvin and Victor M Hanc Esquire.

Their positive attitudes help them face two big challenges. The first is getting people to try their pizza. “It’s expensive and new,” she says frankly. Customers can buy

Junior’s Picks for $20, tax included, or a build their own pizza for $8 (10-inch) or $14 (16-inch).

Their solution lies in making a unique pizza using almost exclusively local ingredients and tapping into a market that has disposable income.

Buying “pretty much everything except pineapple and pizza boxes” from local farmers and suppliers helps cut down on transportation costs. They are limited to using what’s available and often required to use the fresh ingredients that same day.

Sometimes it would be more cost effective to buy somewhere else, Jade says, but “it all evens out in the end” with a sort of barter system emerging.

“It’s important to us to support our community. We’re looking for that support too,” she says. “Shop small and not at the mall” is a credo they encourage customers to adopt.

Their customers range in age from 25 to 65 years and tend to be families with chil-

dren or grandchildren, many of whom are middle-income working class people who can afford a and appreciate a high-quality treat.

The second hurdle is competing with well-established franchises, which tend to have much bigger advertising budgets.

Because the team at Junior’s doesn’t have a budget for mailing out flyers, they compete by being creative. Interacting with followers on Facebook and reaching out to their community are important elements of the strategy. “We really do have the most amazing customers. They advertise for us,” she says.

Examples of their own creativity abound. One day they bought lunch for emergency room staff at nearby Lakeridge Health hospital. They asked how many staff members were on duty, found out what allergies they had and provided them with a meal and a lasting sense of goodwill.

Another example hearkens back to the pizzeria’s opening. Operating on a thinly stretched budget, they couldn’t afford printed boxes, Jade says. To get around this, they used markers to write playful personal notes on the boxes. The practice was such a hit that they have continued the tradition.

“People love it!” she says. “They look at the boxes before they get to their car to see what we wrote on them. That’s really how friendships start.”

The friendships extend to getting involved in their town by helping raise money for local sports, including hockey and figure skating, and by regularly giving away Leafs tickets, Blue Jays tickets and Mother’s Day gift baskets. “Everything we do has a personal touch,” Jade says.

That feeling of community and love of what they do seems to have rubbed off on son Cameron, 11, and daughter Maddy, 7, who like to pitch in. “They hold contests to see who can assemble pizza boxes the fastest. Cameron’s friends are eager to help deliver flyers,” Jade says. “Cameron once asked me, ‘When can I do this full time?’ ” While they contemplate the aspirations of the third generation, the couple have a few plans of their own. “We’d like to buy a standalone store one day and use the truck for special events only. That’s the plan. The opportunity to franchise: that’s the dream.” •

DECEMBER 2016 pizza 17

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making dough with Diane

Year-round holiday marketing tips Diane Chiasson he holiday season is a pretty big deal for pizzeria owners and operators. Customers can eat only so much turkey during the holidays and plenty would rather have a pizza delivered on New Year’s Day. As you know, pizza restaurants are usually very busy in the summertime and owners tend to delay their marketing campaign until the holidays. However, if you want to have a steady stream of new customers and keep your regular customers coming back, you really need to market your pizza operation all year long. A yearround effort will create a snowball effect, with new customers coming in all the time.

Here is a list of marketing tips that will put you in good shape for the holidays:

T

1. MARRY YOUR BRAND IDENTITY AND DESIGN Your unique brand is vital to your pizzeria concept’s success. There are hundreds of pizzerias out there and often you will find your marketing message gets lost in the crowd. Customers are overwhelmed with marketing messages today. You need to stand out if you want to get noticed.

October is an ideal time to put your promotional plan together, as it’s important you send your customers information in advance, before the holidays. Every piece of marketing material should tell your brand story and promise. Be consistent with your message when it comes to your print materials, your brand, your logo and your unique selling proposition (see below), you should send and promote the same message throughout social media, newsletters, website and advertising campaigns. It’s important to understand who your customers are and to build your brand around what they are interested in.

20 pizza DECEMBER 2016

2. DEFINE YOUR USP You need a way to differentiate your business from all others. It’s essential you focus on what makes your pizzeria unique.

Within your marketing message you should have what’s called a unique selling proposition (USP). You don’t need to spend a lot of money to have a USP that works. It should tell your clients why you are unique and better than the competition. For example, tell your customers you have the best and biggest pizzas on the block and that you’re considered to be the number one place for fun holiday parties in town. Just keep in mind that positive, not negative, brand recognition contributes to customer loyalty and will draw new customers into your pizzeria.

3. HAVE AN EFFECTIVE WEBSITE Many operations treat their websites as an afterthought. By now you should have a good-quality and mobile-friendly website.

It must display the name of your pizzeria, logo, hours, contact information and other social media campaigns. Keep your website up to date and looking fresh all the time by adding high-quality photos of your newest pizzas, prices, positive reviews and testimonials and media articles. If you can afford it, consider hiring a graphic designer to put a holiday spin on the website.

4. ENGAGE CUSTOMERS ON SOCIAL MEDIA CHANNELS Social media marketing strategies are a proven force in today’s world. It’s the most effective way to be in front your customers and to engage them all the time. Consumers use social media constantly to search for new food and retail business opportunities.

These platforms also provide a great opportunity to advertise your pizzeria brand, location, menus and special events in creative

and unique ways. Use Facebook, Twitter, Instagram and Pinterest to describe your pizza ingredients and menu. Post short, concise and accurate descriptions and use excellent and colourful photos. Don’t forget to use your email newsletter or blog as a way to feature your new pizzas for the holidays or to share special discounts.

5. ASK CUSTOMERS FOR REVIEWS Ask happy customers for reviews. There is no better way to ask for, and get, reviews than to do it in person. Word of mouth is the number 1 motivation for a visit to a pizzeria operation, and we all know the power of great reviews.

A National Restaurant Association study says more than 60 per cent of consumers say online reviews factor into their buying and dining decisions. Make sure you provide an easy way for them to give you a good review. For example, print a note on every receipt asking for a review, have your staff suggest it or use testimonials on your website or social media pages.

6. BE UNIQUE Avoid copying your competition’s message.

Try to differentiate your business from everyone else. Think of what makes your pizzeria unique and what makes you stand out from the competition. Pay attention to what your competitors are doing around you and build a strong marketing plan and strategy to win new market share. One last tip: “local” is the new unique. • Diane Chiasson, FCSI, president of Chiasson Consultants Inc., has been helping food service, hospitality and retail operators increase sales for over 25 years by providing innovative and revenue-increasing food service and retail merchandising programs, interior design, branding, menu engineering, marketing and promotional campaigns, and much more. Contact her at 416-926-1338, toll-free at 1-888-926-6655 or chiasson@chiassonconsultants.com, or visit www.chiassonconsultants.com

feature

Ideas and innovations The Canadian Pizza Show was innovation central, where the pizza industry gathered to eat, meet, mingle and learn for one exciting day

BY DOUG PICKLYK AND COLLEEN CROSS

S

picing up pizza toppings with ethnic influences was a noticeable trend from ingredient exhibitors at this year’s Canadian Pizza Show, but it was simplicity that won over the judges in the Canadian Pizza magazine Chef of the Year competition, which saw a repeat champion showcasing a very modern-world pie.

Some 40 pizzeria-focused exhibitors filled the fifth annual edition of the event held Monday, Oct. 17, at the International Centre in Mississauga, Ont. Sponsored by Saputo Foodservice, PizzaMaster (distributed by Alfa Food Service) and Stanislaus Food Products, the show offered plenty to see for the 250 attendees, including commercial ovens, heated delivery bags, flours, yeasts, flavourful toppings and a selection

of business and financial services that included a mascot design company.

HEATING UP On the equipment side, the S100E modular electric pizza ovens by Moretti Forni (distributed by Euro-Milan) and PizzaMaster 900 series were in operation for the daylong Pizza Chef of the Year competition, allowing pizzaiolos and visitors to experience the ovens in action. Also attracting attention was the compact TurboChef Fire ventless oven being shown by W.D. Colledge, which is designed to cook a 14-inch fresh dough pizza in 90 seconds.

DOUGH KNOW-HOW Speaking of dough, Ardent Mills was promoting its pizza flour and pizza mix solu-

tions, while yeast suppliers Lallemand and Lesaffre were highlighting productivity improvers. Montreal-based Lallemand was promoting FlexFirm, a dry bakers yeast used in pizza dough to provide convenience and consistency in proofing while Lesaffre had many products on display, including its deactivated yeast that relaxes doughs to reduce tearing and shrinkage while moulding. Gluten-free manufacturer Canbrands Specialty Foods was showing its formed and vacuum-packaged par-baked pizza crusts, with a non-GMO version now available.

SAY CHEESE Saputo Foodservice revealed the company’s new look and highlighted its website recipe and pairing articles,

Judges Gabriele Paganelli of Paganelli Bar-Osteria and Speducci Mercato; Giorgio Taverniti of Frank’s Pizza House in Toronto; Marina Rondinelli, former owner of Rondo’s Bar & Eatery in Sarnia, Ont., Pizza Plus Corunna and Pizza Plus Petrolia; and Diana Cline of Diana’s Cucina and Lounge in Winnipeg had their work cut out for them.

DECEMBER 2016 pizza 21

feature while Weins Foods of Montreal was featuring its soy-mozzarella pizza topping blend. Salerno, a Gay Lea brand, was showing its PizzaMate blocks and PizzaPro shredded blend, while Arla Foods was displaying its Tre Stella smoked cheeses, featuring a new smoked gorgonzola wheel. Parmalat hosted celebrity chef Massimo Capra, who was turning out pesto pizzas and highlighting Galbani mozzarella, a brand he grew up with in Italy.

TASTY TOPPERS Premium tomato options were on display at the show. Stanislaus was sampling its selections, while Escalon, a KraftHeinz brand that has been in Canada for two years, was offering tastings and holding a draw for a pallet of product – close to 50 cases of tomatoes. Old California brand was featuring its shipping-friendly pouch packaging.

New topping highlights revealed spicy and ethnic trends. Viau was showing new Fantino & Mondello diced chorizo, a Spanish-inspired smoky and spicy meat. The company noted that its diced pancetta is growing in popularity as old-world style pizza toppings are making a comeback.

Chase Global Foods was showing “The Original” MR. DONAIR pizza toppings and sweet sauce. Well known on the East Coast, the MR Donair recipe is 100 per cent beef with a flavour profile reminiscent of Greek or Turkish Gyro. Also featured were Burke Corp.’s new Premoro cooked spicy Italian sausage and Tezzata

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22 pizza DECEMBER 2016

Jason Seitanidis, owner of Matador Pizza and Steakhouse in Calgary, made a ciabatta-style pizza he describes as unique to the Calgary and southern Saskatchewan regions.

cooked Mexican-style beef crumbles. Also spicing things up were pepper-crusted bacon strips from Sugardale.

For shops looking to add a chicken alternative to the menu, Reuven was featuring its new Karaage Japanese-inspired breaded chicken bites, which are fully cooked and made with boneless leg meat.

Importer Finica Food Specialties was showing a variety of pizza-friendly ingredients, but eye-catching toppers included Sweety Drops, which are small, tear-shaped peppers originating from Peru that burst with a sweet, tangy flavour.

BUSINESS BOOSTERS On the business service side, VisualTouch POS was demonstrating its integrated point of sale and digital signage solution. Now a change at the cash register will immediately be reflected on the menu board and vice versa.

CCS Creative was also promoting its digital signage offerings, highlighting the company’s stylish design and high-quality food photography capabilities.

PIZZA PROWESS The Canadian Pizza magazine Chef of the Year competition, sponsored by Saputo Foodservice, Moretti Forni, Escalon Premier Brands and Ardent Mills, was central to the show. This year a gluten-free pizza topped a strong and larger-than-ever field of talented pizza makers.

The top prize went to Carlo Raillo of Buco Pizzeria + Vino in St. Albert, Alta. A third-time champion, Raillo impressed judges with a gluten-free vegetarian pizza that paid tribute to a modern customer’s lifestyle. Rodolfo Santo of Mastro Roberto Trattoria & Pizzeria in Woodbridge, Ont., took second place with a classic pie that focused on its 90 per cent hydration crust made of organic flour, spelt, amaranth and rice flour. Raillo and Santo both won trips to compete at the International Pizza Challenge at Pizza Expo in Las Vegas in March.

Raillo, a veteran chef who took the title in 2013 and 2014, made a gluten-free, vegetarian pie he calls the Life Style using a

feature gluten-free dough that included wheat starch, corn starch, buckwheat flour and rice starch. He topped the winning pizza with tricolour peppers, sautéed beets and goat cheese, among other items.

Rodolfo Santo of Mastro Roberto Trattoria and Pizzeria in Woodbridge, Ont., took second place with La Pinsa Romana, which featured roasted, caramelized tomato and fior di latte on a 90 per cent hydration crust made of organic flour, spelt, amaranth and rice flour.

Raillo and Santo both win trips to compete at the International Pizza Challenge at Pizza Expo in Las Vegas in March.

Four Canadian pizza industry giants, including several award-winning chefs, took on the tough job of narrowing the field.

Fortunately this year the competition recognized more winners than ever. Seven chefs received awards for their outstanding pizzas in a strong field of competitors.

In third place was Mateusz Rzeszutek of Queen Margherita Pizza in Toronto, with La Pizza di Grano Antico featuring kamut flour and whipped ricotta.

Fourth place went to David Jimenez- Sanchez of Queen Margherita Pizza in Toronto, with Pizza alla Basilicata featuring burrata and radish and coriander sprouts.

Daniel Alay of Milano’s Pizza in Etobicoke, Ont., rounded out the top five with The Albanian featuring kalamata olives and goat cheese.

Pizzeria owners, operators and staff were out in force asking questions and checking out products from some 40 industry suppliers.

A tie for sixth place is testament to the closeness of this race.

Meghan O’Dea of Pi Gourmet Eatery, St. John’s, N.L., dreamed up The Elvis Wedding featuring a lemon balm pesto sauce with wild mint she foraged from the Waterford River. The veteran competitor, known for her audacious ingredient combinations, tied with Giovanni Campisi of Le Cascate Pizzeria & Caffe Niagara Falls, Ont., who presented Pizza La Campagnola featuring cottage cheese and smoked prosciutto.

To see all competitors, turn to page 25. •

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Manufacturers and Distributors of Italian Specialty Cheeses and Food Products

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2016-03-22 7:32 AM

feature

Our Chef of the Year competitors 2ND

CARLO RAILLO Canadian Pizza magazine Chef of the Year Buco Pizzeria + Vino St. Albert, Alta.

Entry: Life Style

RICHARD ANGER Buoys Eatery Gore Bay, Ont. Entry: Pesto Chicken Pizza

JAMIE BRODERICK BigBites Pizzeria New Liskeard, Ont. Entry: BB’s Deluxe

CHRIS CALABRESE N’Ata Cosa St. Catharines, Ont. Entry: Crema con Arancia

KHRYSTYNA COLLINS Applestone Pizzeria Burlington, Ont. Entry: Sweet Chili Thai Pizza

6TH

4TH

RODOLFO SANTO Mastro Roberto Trattoria & Pizzeria Woodbridge, Ont. Entry: La Pinsa Romana

DAVID JIMENEZ-SANCHEZ Queen Margherita Pizza | Toronto, Ont. Entry: Pizza alla Basilicata

GIOVANNI CAMPISI Le Cascate Pizzeria & Caffe | Niagara Falls, Ont. Entry: Pizza la Campagnola

5TH

3RD

MATEUSZ RZESZUTEK Queen Margherita Pizza | Toronto, Ont. Entry: La Pizza di Grano Antico

DANIEL ALAY Milano’s Pizza | Etobicoke, Ont. Entry: The Albanian

6TH

MEGHAN O’DEA Pi Gourmet Eatery | St. John’s, N.L. Entry: The Elvis Wedding

GIUSEPPE CORTINOVIS Nightingale/Hawksworth Group Vancouver, B.C. Entry: The Cortinovis

DEAN LITSTER Armando’s Pizza Windsor, Ont. Entry: Pizza di patate viola

JASON SEITANIDIS Matador Pizza and Steakhouse Calgary, Alta.

Entry: The Traditional Greek

TONY VACCHIO Zolas Restaurant Ottawa, Ont. Entry: Fennel Fuel Injected Pizza

JOSE DELGADO Milano’s Pizza Etobicoke, Ont. Entry: The Big Greek

MAURIZIO MASCIOLI Maurizio’s Parry Sound, Ont. Entry: The Ship Wreck

PHILIP SEMINERIO Amici’s Pizzeria Grimsby, Ont. Entry: Peachy Keen

ROBERTO VERGALITO Roberto’s Pizza Passion St. Catharines, Ont. Entry: La Molisana

HYUNJI LEE BigBites Pizzeria New Liskeard, Ont. Entry: Unnamed (in search of a name!)

JOE LEROUX Amadio’s Pizza Mississauga, Ont. Entry: Caprese a l’Amadio

24 pizza DECEMBER 2016

SANDRA PORRETTA Maurizio’s Parry Sound, Ont. Entry: Strawberry Breeze on Mt. Vesuvius

STEVE SILVESTRO Scaddabush Italian Kitchen Toronto, Ont. Entry: Pizza e vino

JOHN SUMMERS Roberto’s Pizza Passion St. Catharines, Ont. Entry: 50 Shades of Pizza ANTONIO RUPOLO Gusto Pizzaria Brampton, Ont. Entry: Gusto Special

TAYLOR WALSH Amadio’s Pizza Mississauga, Ont. Entry: The Bodhi Breakfast

MARCO ZAMBRI Slopes of Vesuvius Mobile Pizzeria Uxbridge, Ont. Entry: Margherita with Guanciale

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Advertisers Index Page #

Annex Bookstore .................................................. 15 Burke.....................................................................11 Canada Post ............................................................7 Canadian Pizza Show 2017 ...................................15 Escalon ...................................................................9 Middleby Marshall.................................................27 Pizza Power Page ..................................................25 Pizza Today ..................................................... 18-19 Ricco Food Distributor ..........................................23 Salerno..................................................................23 Saputo ..................................................................28 Springer’s Meats ...................................................22 Stanislaus ........................................................4 & 5 Viau Food ................................................................2 Use these advertiser contact numbers to find out more about a product advertised in this issue or to place an order. This index is provided as a service. Canadian Pizza Magazine is not liable for errors or omissions.

DECEMBER 2016 pizza 25

1

Giorgio’s corner

How to approach and resolve complaints Giorgio Taverniti e have all been on the receiving end of a wrong order, a cold meal, a defect in an item or an experience of lacklustre customer service.

Stuff happens: we are, after all, humans and not perfect. How we as clients choose to raise these complaints and how we as business owners choose to address them are the biggest determining factors of a downfall in client satisfaction, client retention and profit.

We have all heard the phrase “The customer is always right.” This non-rule is a set of words most businesses live by. I agree that as a client I want to be right all the time; however, as a business owner I see both sides of the issue and approach complaints and any negative feedback about my business with both viewpoints in mind. Although, I do my best to resolve complaints and retain my clients, my best isn’t always good enough. That being said, the phrase “You can’t please everyone” is one to understand and recognize in business.

I’d like to share my approach, checklist and philosophy with regards to this sensitive subject.

W

LISTEN AND APOLOGIZE As a restaurant owner, I come across various complaints about everything from the quality of the food to the customer service, or lack thereof. The trick is to have a resolution checklist that you and your staff may follow. The two starting points of my checklist are to always listen and to offer an apology. Every client wants his or her complaint heard loud and clear. They want their complaint taken seriously and validated regardless of how small it may seem. They want to know they are being heard and that someone cares about their problem. The moment you start listen-

26 pizza DECEMBER 2016

ing, you are showing the client you care about their experience and point of view.

A general rule of thumb is not to interrupt a client while they are explaining their complaint be it on the phone or in person. Rather, be patient and let them finish before responding. Facial expressions and tone of voice are important because they are transparent markers of sincerity or insincerity. I’m sure as clients ourselves we can all attest to the infuriating feeling you’re not being listened to. Once the complaint has been announced, a genuine apology should naturally follow. These two simple starting points set the tone for the resolution process and whether it will be successful or not.

drinks or desserts, or a credit to use on future visits or orders. Offering something to customers extends an olive branch in the hopes of mending the unsatisfactory experience and bad impression of you and your business. This shows the client you not only care about their experience but also want them to remain your client. It shows you are prepared to back up your words with actions.

KNOW THAT YOU CAN’T PLEASE EVERYONE Although my checklist approach generally receives positive feedback, there are times when I can’t appease a complaining client or resolve a situation as well as Acknowledging I would have liked. That’s ACKNOWLEDGE where the phrase “You can’t an error is a Once we have listened and please everyone” comes apologized, what comes into play: although I try my simple act that next? The root of a combest and follow my checkleaves a huge plaint may be different for list, I know I truly can’t every situation. However, please every client. Someimpact on a when it stems from an ertimes an imperfect expericlient. ror your staff has made, ence can forever alter their acknowledgment is the image of my business and next step. Acknowledging cause them not to return. an error is a simple act that Incidents like this don’t leaves a huge impact on a client. This val- often occur; however, I like to ensure that idation of your error goes a long way in when they do I review the situation and proving how humble you and your staff make revisions, if any are needed, to my are. resolution approach. Regular reviews with Once you’ve acknowledged the com- your staff of the complaint and resolution plaint is valid, the next step is to offer the approach will help to prevent future comclient another product and/or reimburse- plaints and, hopefully, reduce the number ment. When the error is on your part, you of lost clients. • should always offer something to the client to help compensate them for their bad Giorgio Taverniti owns Frank’s Pizza House in Toronto, which has been in his family since 1990. A graduate of experience. When I make an order wrong George Brown College’s culinary management and Italian or forget an item, I always offer the client culinary programs, Giorgio helped found a popular pizza-making workshop at the college and ran it for three something to ease their dissatisfaction. It years. may be their meal on the house, comped

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