PZ - February 2024

FEBRUARY 2024

CANADIANPIZZAMAG.COM

CHEF OF THE YEAR

EAST!

Amedeo Broccolo puts Fratelli Broccolo pizza catering on the map

PM40065710

P. 16 Email marketing P. 18 Pizza trends to watch

Accurately divide your entire line of pizza dough

Vemag 500 Pizza Dough Divider n Gently handles even the stiffest dough

n Easily adjustable to scale a wide range of

pizza dough portions

n Divide to exact weights n No divider oil needed

n Increase production and grow your business

Watch video 2023

www.reiser.com Reiser Canada • Burlington, ON • (905) 631-6611 Reiser • Canton, MA • (781) 821-1290 Reiser UK • Milton Keynes, Bucks • (01908) 585300

February 2024 Vol. 30, No. 1

DEPARTMENTS 6

From the Editor 40 years of Expo!

7

Industry News Movers, shakers, legislation and news you can use

10 The Pizza Chef

12

Q-and-A with Mathieu Fortin

14 Tools of the Trade New products

20 Making Dough with Diane How to open a successful pizzeria in nine easy steps

CONTENTS

ONLINE

COVER STORY

Enjoy video highlights of

12 Chef of the Year East!

PHOTOS/ILLUSTRATIONS: CANADIAN PIZZA (COVER); BRIAN FRAY, ILLUSTRATION (7); LLOYDPANS (14)

Pizza Summit East Enjoy video highlights of Canadian Pizza Summit and Chef of the Year Competition East in Toronto on Oct. 30, the exciting annual pizza industry event that uncovers trends in fresh pizza making in Canada! Watch at canadianpizzamag.com.

Amedeo Francesco Broccolo puts Fratelli Broccolo pizza catering on the map

By Colleen Cross

7

16 Email marketing first steps How to increase revenue at your pizzeria using email marketing

By Karen Barr

18 Pizza trends to watch We highlight six trends keep on your radar for 2024

By Canadian Pizza Staff

ON THE COVER Amedeo Francesco Broccolo of Fratelli Broccolo in Thorold, Ont., is our newest Canadian Pizza Chef of the Year! Learn more about this passionate chef starting on page 12.

CANADIAN PIZZA · February 2024

14

22 Three ingredients for managing gen Z employees Learn how to develop management practices that increase your influence over young workers and improve team performance

By Scott Greenberg

CanadianPizzaMag.com

3

FROM THE EDITOR

BY COLLEEN CROSS

February 2024, Vol. 30, No. 1

40 years of Vegas Pizza Expo!

O

n my first visit to Pizza Expo, I met Tony G! Those who know, know. For those who don’t know, Tony Gemignani is a world-renowned pizzaiolo and chef who has won many world titles in pizza making, opened many restaurants and pizza concepts in San Francisco and beyond. He delights in sharing his knowledge and the industry benefits hugely from studying his innovative culinary and business moves. Hanging out at the competition area, he smiled, shook my hand, welcomed me and couldn’t have been nicer.

That was 10 years ago. After many Expos, I understand that’s the way this industry is: welcoming.

Sure, in the International Pizza Challenge, or our own Chef of the Year competitions in Toronto and Vancouver, you can be a competitive bunch: serious about the competition process and introducing your best possible pizza to the world with no detail too small to perfect. Serious about making a good living, taking care of family and being well thought of in your community. But competitive with other pizzerias – not so much.

It’s more like one big family. I saw this in action while watching Canadian Chef of the Year Carlo Raillo bake his fabulous “Hangover” breakfast pizza during the competition. With his chef whites and natty red scarf, Raillo was a joy to behold. As I approached the oven to take a photo, I noticed runner-up Steve Silvestro by Raillo’s side assisting him and having a great time doing it (you are allowed an assistant). What an example of camaraderie! I’ve since seen many examples of friendliness among chefs and operators. They all wish each other well.

This is the magic of Expo. It is a very special pizza community that is hard to capture in words.

I’ll try.

Back to my first Expo. I remember the throngs of attendees waiting at the show entrance, just itching to get inside to see what’s new. I remember the sounds of traditional Italian guitar music which I traced to the hopping Stanislaus booth set up like a restaurant patio and where I found operators

catching up with old friends and making new ones.

I remember finding my first new product (Sweety Drop peppers at the Atalanta Corporation booth).

I remember meeting and talking shop with many smiling Canadians at our booth. Walking the show floor on miles of red carpet.

Thanks to a great partnership with the Expo organizers and Pizza Today, we experience every aspect of this important show. We exhibit our magazines and brand on the show floor, we visit other exhibitors sampling and looking for interesting new products and equipment. We cover the competitions, cheering on our Chef of the Year winners (competing as part of their prize).

We watch demonstrations by exceptionally talented pizz chefs and learn about regional styles (there is always a new style popping up). We are inspired by keynote speakers in the early mornings. We go back to school to learn about marketing techniques, how to train your staff, how to open a second location, dough troubleshooting (who can forget the wonderful Tom Lehmann, The Dough Doctor) and much more.

Every year we are overwhelmed, in a good way, by good people, good products and equipment, good ideas and good pizza. Make that great pizza.

It’s some of the best in the world and certainly some of the most creative and cutting-edge. We look back on each show with a sense of what’s working for pizzerias, how they are getting creative their pizzas and what they are excited about.

If you can get to Expo – possibly by combining it with a vacation – it is well worth the effort. You will walk away with ideas, inspiration and potentially lifelong friends – just ask Joe Leroux of Amadio’s Pizza in Port Credit, Ont., who credits the show with helping him make important connections.

This year’s Expo takes place March 19-21 and we hope to see you there.

This year the International Pizza Expo marks 40 years of helping the pizza industry learn, shop, make connections and celebrate all things pizza.

Happy 40th, Expo! Here’s to 40 more! | CP

6

@CdnPizzaMag

EDITOR Colleen Cross ccross@annexbusinessmedia.com 519-429-5227 SALES MANAGER Stephanie Jewell sjewell@annexbusinessmedia.com 705-826-2254 ACCOUNT COORDINATOR Trish Ramsay tramsay@annexbusinessmedia.com 416-510-6760 AUDIENCE DEVELOPMENT MANAGER Anita Madden amadden@annexbusinessmedia.com 416-510-5183 MEDIA DESIGNER Lisa Zambri GROUP PUBLISHER, VP SALES Martin McAnulty mmcanulty@annexbusinessmedia.com

PRESIDENT/COO Scott Jamieson sjamieson@annexbusinessmedia.com

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 six times per year (Jan/Feb, Mar/Apr, May/Jun, Jul/Aug, Sept/Oct, Nov/Dec) by Annex Business Media

SUBSCRIPTION RATES Canada – 1 Year $ $27.03 (+ applicable tax) Canada - 2 Years $42.84 (+applicable tax) USA – 1 Year $55.59 (CDN) Foreign -1 Year $69.36 (CDN) Occasionally, Canadian Pizza Magazine will mail information onbehalf of industry-related groups whose products and services webelieve may be of interest to you. If you prefer not to receive thisinformation, please contact our circulation department in any ofthe four ways listed above.

ANNEX PRIVACY OFFICER privacy@annexbusinessmedia.com Tel: 800-668-2374 No part of the editorial content of this publication may be reprinted without the publisher’s written permission. ©2024 Annex Business Media. 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.

canadianpizzamag.com

CONNECT /CanadianPizzaMagazine

READER SERVICE Print and digital subscription inquiries or changes, please contact Angelita Potal, Customer Service Administrator Tel: (416) 510-5113 Fax: (416) 510-6875 Email: apotal@annexbusinessmedia.com Mail: 111 Gordon Baker Rd., Suite 400, Toronto, ON M2H 3R1

@CdnPizzaMag

canadian_pizza_magazine

February 2024 · CANADIAN PIZZA

INDUSTRY NEWS

ON THE WEB Naples pizzaiolo Gino Sorbillo pushes boundaries with pineapple, ketchup pizzas; Tipping fatigue: Expert says industry should proceed carefully; Fredericton pizzeria mourns kind-hearted, determined worker killed in crash, launches fundraiser; Toronto pizza restaurant delivers free slices to vulnerable community members | FOR MORE PIZZA NEWS, check out our website, canadianpizzamag.com

The new farm gate milk prices will become official once they are approved by provincial authorities.

PIZZA EXPO

John Arena to speak at Vegas Pizza Expo

MENU TRENDS

PHOTOS: LAURIPATTERSON/E+/GETTY IMAGES (TOP), NITO100/GETY IMAGES (MIDDLE)

Pizza up 15% on Canadian menus, pizza prices up 2% over last year Pizza was seen 15 per cent more often on Canadian menus in the last year and pizza prices rose more than two per cent, according to new data by research firm Technomic.

Some of the fastest-growing ingredients on pizza over the past year are plum tomatoes ( up 857.1 per cent), sushi (up 64.0 per cent), parsley (up 47.4 per cent) and avocado (up 42.1 per cent).

Sushi is most often appearing as sushi pizza, a quirky global cuisine mashup featuring sushi ingredients in pizza form.

Another unique pizza ingredient on the rise are avocados, appearing on sushi pizza as well as Mexican-inspired pizzas.

The fastest-growing types of pizza over the past year include cheeseburger pizza (up 62.5 per cent), steak pizza (up 32.0 per cent) and Latin-inspired pizza (up 29.9 per cent).

Source: Technomic Ignite Menu data, Q3 2022-Q3 2023.

For more information, visit Technomic.com.

CANADIAN PIZZA · February 2024

CHEESE PRICES

CDC postpones raising farmgate milk price to May 1, 2024 The Canadian Diary Commission has postponed its farm gate milk price adjustment – an increase of 1.77 per cent – to May 1, instead of Feb. 1.

This increase translates to $0.0153/litre (or just over 1 cent per litre).

The CDC said in a statement: “This adjustment means the cost of milk used to make dairy products such as milk, cream, yogurt, cheese and butter for the retail and restaurant sectors will increase by an average of 1.77 per cent. The net impact on consumers is also influenced by other factors in the supply chain such as transportation, distribution and packaging costs. The price paid to farmers is only part of the price paid by consumers.”

The “Prince of Pizza” John Arena will be giving the keynote address at the International Pizza Expo and Conference on Tuesday, March 19, 2024!

John Arena is a third-generation pizza chef who has been pushing out pizza dough for more than 48 years, and is the co-owner and co-founder of Metro Pizza, a pizzeria in Las Vegas with seven locations.

Other sessions to watch for: • Building a Great Relationship with Your Vendors by Eric Von Hansen, executive regional chef at Caliente Pizza & Draft House • A Look at Futuristic Pizzeria Tech by Scott Weiner, founder, Scott’s Pizza Tours • Dough Fermentation 101

by Peter Reinhart, chef and

baking instructor • Increasing Your Profit Margin by Scott Sandler, owner-operator, speaker, Pizza Yogi • Demo: Hands-On Dough Session by Laura Meyer, presenter and owner of Pizzeria da Laura • Retaining Employees in Today’s Market by Michael Androw, owner-operator, speaker, E&D Pizza Company • AI Marketing in One Hour Per Month by Matt and Enga Stanfield, Mattenga’s Pizzeria The 40th edition of this annual event will take place March 19-21 at the Las Vegas Convention Center.

OVEN POLLUTION

ECCC raising awareness of wood-burning oven emissions reporting requirements Readers may have seen recent media reports about the federal government focusing on wood-burning ovens at

CanadianPizzaMag.com

7

restaurants in Canada. Canadian Pizza contacted Environment and Climate Change Canada spokesperson Amelie Desmarais to learn what was happening: “While work has recently been done by the National Pollutant Release Inventory (NPRI) team at Environment and Climate Change Canada to increase awareness and understanding with existing reporting requirements related to pollutants, the NPRI does not set emission (or reduction) limits or enforce compliance. There are also no plans to change the NPRI. Rather, the data collected helps to create an ongoing inventory that tracks pollutant releases, disposals and transfers for recycling.

“Recently, the NPRI program undertook compliance promotion activities for some wood-fired ovens such as those found in some pizzerias and bagel shops across Canada to

determine if they meet the program’s reporting thresholds.

Since the start of these compliance promotion activities, no wood-fired pizzeria or bagel shop has been identified as meeting the emissions threshold for reporting under published reporting requirements.

“The NPRI requires reporting when certain quantities of Particulate Matter are exceeded, which in this case is 0.3 tonnes (PM 2.5) and 0.5 tonnes (PM 10), with facilities where employees work totals fewer than 20,000 hours annually required to only report releases that exceed those amounts where the emissions are from stationary combustion equipment.

“No in-person inspections of facilities have taken place as part of this initiative, and it is not anticipated that pizza shops or bagel shops will be pursued for further compliance promotion activities.”

INDUSTRY EVENT

Bakery Showcase 2024 set for May Artisan baking, competitions, education and cutting-edge 8

@CdnPizzaMag

technology, ingredients and services will come together at Bakery Showcase May 5-6 in Toronto At Bakery Showcase 2024, the Baking Association of Canada will highlight innovation via informative panels, demonstrations and exciting competitions.

Join thousands of professionals from bakeries (retail, wholesale, commercial, in-store), grocery, pizzerias, restaurants and food-service outlets at Canada’s only business-to-business baking event. With relevant education sessions, a bustling trade show floor full of bakery-focused exhibitors highlighting their latest innovation, exciting demonstrations, attendees will have no shortage of ways to connect, learn and be inspired.

Bakery Showcase is a two-day event exclusively for the baking industry in Canada, where you’ll find: • A chance to connect with suppliers and learn about the latest ingredients, bakery equipment and services • Engaging demonstrations by top bakers on artisan bread making kneading techniques, February 2024 · CANADIAN PIZZA

ILLUSTRATION BY BRIAN FRAY

INDUSTRY NEWS

award-winning pizza making, pastry techniques and more • The Baking Association of Canada’s Annual General Meeting and relaxed meetand-greet • Careers in Baking networking session • Panel: Artisan Baking into the Future • Panel: Culture Talk: Celebrating Diversity with Up-and-Comers in Canadian Baking, sponsored by FCC • An informative update from the BAC’s hardworking Food Policy and Sustainability Committee • Relaxed networking at the Ontario Chapter’s dinner and social event You’ll find details about exhibitors, the venue and the education program updates at bakeryshowcasecanada.ca.

SMALL BUSINESS TAXES

PHOTO: CANADIAN PIZZA

CFIB criticizes CPP and EI hikes As of Jan. 1, Canadians will be seeing a drop in their take-home income, while employers will face another increase to their payroll budgets due to Employment Insurance hikes and adding a second earnings limit to Canada Pension Plan thereby hiking CPP, the Canadian Federation of Independent Business said in a news release.

These latest hikes increased payroll taxes for employers by up to $366 per employee, and up to $348 for workers. This year, total employer contributions for CPP and EI alone could amount to $5,524 per employee.

Heading into 2024, most small businesses (77 per cent) want governments to focus on CANADIAN PIZZA · February 2024

addressing rising prices and the cost of doing business, while another 74 per cent want governments to reduce the overall tax burden, according to a recent CFIB survey. If governments reduced the overall tax burden, over half (57 per cent) of small businesses said they would increase employee compensation such as wages and benefits.

CFIB is calling on Ottawa to work with the provinces to offset the CPP hikes, implement a 50:50 split in EI premiums between employers and employees, or introduce a refundable credit, similar to the 2015-16 Small Business Job Credit, to offset the rate increases for small businesses.

With the carbon tax set to increase to $80 per tonne on April 1, the federal government should overhaul the entire carbon tax system by halting future carbon tax increases, immediately returning all promised funds to small businesses that paid into the tax and expanding the carbon tax exemption to all forms of heating fuels, including natural gas and other sources used by small business, the CFIB said.

CHEESE LAUNCH

Galbani Professionale Premio pizza mozzarella launched at chefcentred event Lactalis Canada hosted a lively tasting and learning event at Toronto’s Ritz-Carleton hotel for more than 100 chefs, restaurateurs and the press, to launch their new Galbani Professionale Premio Pizza Mozzarella.

Ryan Greenwood, 21 Mgmt, and chefs Claudio Aprile and Rocco Agostino catch up during Lactalis Canada’s launch of its newest Galbani Professionale Premio Pizza Mozzarella.

Afrim Pristine, owner of The Cheese Boutique, was emcee and moderator for industry and chef panels discussing what they’re seeing in the restaurant landscape followed by sampling of a variety of dishes from savoury to sweet featuring Premio pizza mozzarella.

The cheese, which has 26 per cent milk fat and was described

by Pristine, company experts and ambassador chefs as rich, buttery and creamy with good stretch, was developed to provide an indulgent experience.

Samay Bhardwaj, senior brand manager at Lactalis Canada, said trends come from food service through their menu and ingredient choices.

In this way, launching the new Premio brand to an audience of accomplished chefs made sense.

Iven Zanardo, general manager, and Andrew Davis, vice-president of marketing, for Foodservice and Ingredient Exports, joined chef Ryan Marquis, national president of the Canadian Culinary Federation, and chef Luciano Schipano, president of the Association of Italian Chefs of Canada, on stage to talk about the new product, food trends and goals for 2024. Davis said Premio, which is geared to chefs, has been two years in the making and is a high-quality cheese with good stretch and consistency for preparation using any oven.

Three chef ambassadors took the stage to discuss what trends

they’re seeing and what they’re doing in their own businesses: Thomas Schneider, owner of Tommy’s Pizzeria in Winnipeg, Maurizio Mascioli, owner of Maurizio’s Pizza Inc. in Parry Sound, and Anthony Sestito, owner of Sestito Foods and the Pastaio pasta brand. Mascioli said he wants to “reset” that idea of pizza as an unhealthy food by serving high-quality pizza with nutritional attributes. The chef, who is lactose-intolerant, said he now uses Galbani’s lactose-free mozzarella across his pizza menu. Sestito sees Premio as enhancing pasta with white sauces, Mascioli highlighted its stretch and melting attributes and Schneider noted its consistent quality.

As for upcoming trends, Sestito expects to have a focus on stuffed pasta shells. Mascioli is promoting the use of organic, farm-to-table, nutritious ingredients. Schneider pointed to tavern-style pizza, the closely related grandma-style pizza and lactose-free pizza as promising areas of interest for his business.

Guests sampled a savoury and sweet menu featuring the new Premio cheese prepared by the Ritz-Carleton chef Liezle Espejo. On offer were formaggio pizza with grana padano, rosemary and tomato sauce, gourmet grilled cheese, classic tiramisu and strawberry tartlets with balsamic reduction and micro basil, and other mozzarella-forward creations.

CanadianPizzaMag.com

9

THE PIZZA CHEF

BY DIANA CLINE

Diana Cline is an award-winning pizza chef, a partner with Diana’s Cucina & Lounge in Winnipeg. In addition to creating award-winning recipes, Diana is a consultant to other pizzeria owner/operators in menu development, creating operational systems and marketing to help operators grow their business strategically. Contact her at diana@ dianascucinaandlounge.com.

Q-and-A with Mathieu Fortin

I

n the Fall of 2022, I had the honour and pleasure to travel to Montreal and judge for the Pizza Fest and the Pizza Fest Challenge. This regional pizza culinary competition attracts talented pizzaiolos from Montreal and the surrounding region and hosted the first event in 2017.

Here I interview the man behind this competition, Mathieu Fortin.

Who is the man behind PIZZAMATH?

When was the concept of PIZZAMATH born?

The concept was born during COVID-19. Everything was closed.

So, it was a good time for me to start writing my first book about pizza under the name PIZZAMATH. Two years later, I’m still refining my book.

It takes a long time to create a beautiful work on pizza. My book is an archive book recounting the history of pizza in Montreal since its beginnings, 10

@CdnPizzaMag

Mathieu Fortin, known as PIZZAMATH, is an influencer and promoter of the pizza industry and organizer of the Montreal Pizza Fest.

I love the work of Frank Pinello – low key, charismatic and very prolific as a pizzeria operator with three places in New York (Best Pizza in Williamsburg).

Host of the Viceland Pizza Show series and Munchies.

including some excellent pizza recipes from local artisans.

What inspired you to create this persona?

I love the work of Frank Pinello – low key, charismatic and very prolific as a pizzeria operator with three places in New York. Little by little my passion for pizza in all its forms grew more and more. I then felt ready to talk about it from a more personal angle because I don’t really like criticizing pizzerias.

Even less be one of those who are not skilled enough to describe a pizza with bogus notions and few references on the subject. You have to be careful what you say; a reputation is fragile and too often we quickly judge the work of restaurateurs. A bad review can harm a business, you have to be vigilant. I preferred to no longer be a critic but rather become a specialist or a resource person when it comes to discussing pizza in the media.

How has it grown?

Frankly, it surprised me, but the reaction and support from my pizza community in Montreal really helped me achieve my goals. Initially, as I repeat, it was just for fun without necessarily

I am without a doubt the person who likes to put the talent of pizzaiolo and pizzaiola in the media spotlight.

Unfortunately, as in any industry, we often talk about the same places. I am like the Robin Hood of restaurateurs: I like to help and talk about those who receive less attention but who should have a little more in my opinion.

Which social media platforms did you primarily post your small video clips on? What did you find worked best?

I found Instagram is the best because with Instagram, most of the time I have a direct lead with the owner, and that reduces the time of closing a deal. They will often see your work instantly on your account, and if they like it, you have a meeting with him or her the next day or week. In other words, IG is fast.

Where do you hope to see PIZZAMATH in five years?

I would love to be recognized in the industry as a great pizza connoisseur.

And also, be the reference in the media when they talk about pizza in Montreal.

Is there anything else you’d like people to know?

In my spare time I am the organizer of the biggest celebration of pizza in Montreal, Pizza Fest, and also the founder of Pizza Fest Challenge. | CP February 2024 · CANADIAN PIZZA

CREDIT: PHOTO: JULIEN CADENA

What is PIZZAMATH all about?

The character “PIZZAMATH” (short for Mathieu and pronounced PIZZAMATT) was born, first of all, from a real passion for pizza. I became very interested in this industry through my business trips to Italy (Sigep, Rimini), the United States (Pizza Expo) and Toronto (Pizza Summit).

I then familiarized myself by discovering the different styles and ways of cooking pizza. Neapolitan, gourmet, Roman pizza and even New York-style pizza no longer hold any secrets for me. So, for fun, I started small video clips highlighting the pizzerias in my neighbourhood. Little by little I refined my trick and today the character of PIZZAMATH takes pleasure in discovering, eating and chatting with the artisan restaurateurs who cook us delicious pizza by mainly broadcasting content on my social platforms.

wanting to make money from it. Now I can make a living from it and I’m very lucky! I have income from the Pizza Fest and Pizza Fest Challenge subscriptions. Sponsors provide me with incomes and products. Also I do some social and branding for restaurants and pizzerias.

SHOP EAT! LEARN NETWORK Canadian Pizza Magazine Subscriber Exclusive

Use code: MPCPM160 at Pizzaexpo.com or scan here

First 200 registrants can get their 3-day pass for just �160!

CANADIAN PIZZA · February 2024

CanadianPizzaMag.com

11

COVER STORY

CHEF OF THE YEAR

EAST!

Amedeo Francesco Broccolo puts Fratelli Broccolo pizza catering on the map

BY COLLEEN CROSS

W

hen Amedeo Francesco Broccolo was named Canadian Pizza Chef of the Year East, no one was more surprised than the pizza chef himself.

“We went to have fun, meet new people, explain our ideas. I wasn’t expecting to win. After the event other pizza makers called to congratulate me.

It’s nice because people appreciate what you do.”

Our interview is a lively conversation with Amedeo and his brother Michael.

The brothers started their mobile catering business, Fratelli Broccolo, based in Thorold, Ont., near Niagara Falls, as a way to work for themselves and also educate people about their culture.

That culture is Calabrian. Amedeo, 12

@CdnPizzaMag

Ingredients Calabria, Italy, is known for: • Spiced nduja sausage • Roasted red peppers • Cipollo di Tropea (flavourful onion)

25, and Michael, 22, were born in San Lucido, a small town of about 7,000 people located in the province of Cosenza in the Calabria region of southern Italy.

“The area is known for a lot of different kinds of ingredients: soft, spiced nduja sausage, roasted red peppers, Cipollo di Tropea – a flavourful onion that is famous on the coast.”

Fratelli Broccolo was inspired by their mother, who cooked everything at home from scratch. “We had a piece of land where we grew vegetables, everything pretty much organic,” Amedeo says. “We grew up with this mentality, seeing that everything was homemade.”

The brothers moved to Canada six years ago. They find the culture very different in Canada including a reliance on storebought food. Micheal says, “We

want to bring a new experience here.

Travel is one of the best things that you can do.”

“We used to think young people wanted appetizers, a glass of wine or beer. The way that people are eating out now is different. They’re getting something shareable. You’re trying to put something on the table that everyone can eat. In Italy often menus are shareable. You have your own table, they’ll bring one or two pizzas on the table (called “degustation” or “tasting”).

Servers keep bringing different courses for people.”

Michael and Amedeo agree: “We want to collaborate with different chefs. We like to experiment.”

This includes the all-important dough. Says Michael, “The dough is the same but we’re always trying to make it better. We use a 72-75 per cent hydration and we mix different flours together. It’s not just about hydration.

We typically have multiple fermentations going at the same time.

February 2024 · CANADIAN PIZZA

COVER STORY “In our case we let it ferment for around 20 hours at 15-16 C. We even control the pH because that helps you understand the acidity of the dough.

These things help us to make same dough every time.

“It’s like how we make our own yeast. We start with fresh yeast and then the fermentation reduces the gluten. We need to keep it at a certain temperature.”

A growing catering business Fratelli Broccolo, started in 2023, caters mostly private parties, birthdays, engagement parties and farmers markets in Niagara, Oakville, Mississauga and Toronto and area.

Michael says, “When you hire us, you get an experience. We give a little lesson to people. The people are curious and interested. We show them with the thermometer gun, how to open the pizza dough. People want to see what you’re doing. Our idea is to open a pizzeria eventually.”

Amedeo describes the process. “We ask the client how many people, how many pizzas, appetizers like arancini (rice balls) and pasta. It’s a buffet-style setup. We start to prepare the toppings and slow-cook. Some toppings can take eight hours to cook properly.

“The next day when we arrive at the event, we say two hours before, we’ll load the oven, start the oven 45 minutes early. People get excited, they’re looking at what we are doing.”

They use a Clementi wood-fired oven with a stone and a base of 100x80 centimetres making two 12- to 13-inch pizzas at a time. It’s a high-hydration dough that cooks in two minutes at 390 C. Wheels on the oven make it easier to get it onto the trailer.

“We were going to buy an oven-trailer combination, but then decided to do this. This way it’s easier to bring the oven in closer,” Amedeo says.

Amedeo says, “The slower pace gives us more control. In the market it’s go, go, go. Our first market, we stayed there all day, people loved it, came back for a CANADIAN PIZZA · February 2024

second time. We had an idea how many people were supposed to come and it was pretty close.”

Most of the time clients want pizza as an extra dish for their party, not necessarily pizza as the main event.

They started at end of June and were busy all summer long. The pace was a little stressful as they both also work at full-time jobs.

They collaborate with other businesses. For example, they worked with Casa Mia Restaurant, a restaurant that organized an event where they served Hawaiian pizza. Amedeo says, “We had to put pineapple on the pizza. We wouldn’t normally do that. But the event raised money to help Hawaii after the disaster in Lahaina.”

“We try to put our stamp on it,” Michael adds. “The pineapple was grilled.

We added ham from Italy of a really good quality.”

Truffle pizza The idea for the winning pizza, Tartufata, came from a pizza they tried at Eataly, the restaurant/marketplace that opened in Toronto in recent years. It featured mushrooms, truffle and taleggio cheese. Amedeo explains: “We liked the taste, but we thought if we added Italian ham – prosciutto – it would be better. It was actually one of the pizzas we were trying to promote this year in our business. We sampled it to people this year, people tasted and liked it.

“It represented our business the best.”

Truffle is expensive and not for everybody, they point out. “At the beginning there is a taste of garlic a little bit inside. It’s for people with particular tastes,” Amedeo says.

Their strategy was to let people try the pizza for free. “Then they liked it enough and they wanted to pay.” He says a lot of people don’t know anything about truffles and the time-consuming process and specially trained sniffer dogs.

“People should understand the quality. It’s even connected to how much you eat. People sometimes comment

on small portion sizes at restaurants for the price. We try to explain to them that the quantities are very important.

We believe if you have too much it’s not a good experience.”

Amedeo adds, “It’s the process as well. For example, we buy fresh zucchini and prepare it ourselves.”

Future plans Next year they plan to start booking catering jobs in May. The longer-term plan is to open a sit-down restaurant.

Their vision is small and intimate: 2040 seats to allow them to take care of customers properly.

“It’s a different mentality of eating pizza,” Amedeo says. “You need stable customers who come because they want to be educated. They want to try different things and have different experiences.”

Michael describes their pizza as a cross between gourmet and contemporary. Contemporary is similar to Neapolian but with a loosening of the strict Neapolitan rules.

There are variations within the category. “Our crust is fluffier and lighter,” Amedeo says.

“The contemporary pizza you can’t cook at 425, for example,” Michael adds. “From 90-120 seconds but slightly lower pizza than Neapolitan would be cooked. It’s a different dough.”

Says Amedeo, “There is a lot of water inside, you need more time to cook at a lower temperature. You want a little bit of crunch on the crust.”

The brothers are inspired by Italian pizza makers who are trying to experiment and change the traditional Neapolitan. They will have many opportunities to be inspired by pizza innovators when they attend the 40th International Pizza Challenge at Las Vegas Pizza Expo in March. An exciting part of Amedeo’s Chef of the Year prize is the trip and a spot to compete in the Non-Traditional division.

We wish Amedeo well in the competition as he and Michael put Fratelli Brothers on the map and wave the flag for Calabria, Thorold and Canada! | CP

‘TARTUFATA’ DOUGH: • 72-75 per cent hydration • Mixture of flours • Approximately 20 hours at 15-16 C TOPPINGS : • Truffle cream • Mozzarella fior di latte • Prosciutto cotto alta qualita (high quality) • Shredded truffle • Extra virgin olive oil • Fresh basil

CanadianPizzaMag.com

13

TOOLS OF THE TRADE

MIXERS

130-pound capacity spiral mixer has bidirectional bowl rotation Hobart has launched its new HSL130 130-pound capacity spiral mixer. Like the company’s 180-, 220-, 300- and 440-pound models, the HSL130 gently incorporates ingredients for artisan breads and Neapolitan pizza dough making it suitable for smaller bakery operations and specialty pizza shops.

The HSL130 spiral mixer offers bidirectional bowl rotation (15 rpm) to improve consistency, while also allowing operators to mix batches of dough as small as 10 per cent of the mixer’s maximum capacity. Hobart precisely engineered the bowl and hook rotation to lower friction and temperature increases by gently and quickly kneading the dough, allowing for ideal leavening.

A double-pulley, belt-driven motor increases torque for mixing heavy loads of dough and the mixer features two speeds that automatically shift from first (100 rpm) to second (200 rpm) to deliver greater mixing consistency.

14

@CdnPizzaMag

To support operator assurance, the mixer’s wire frame bowl guard interlock prevents the spiral arm from running when the guard is up.

It is constructed with a steel body frame and cast aluminum hood with a powder coat finish, and the bowl, guard and dough hook are stainless steel. The mixer’s kneading zone is crevice-free, making it quick and easy to clean since it minimizes debris collection. The mixer includes a bowl-pulsing system that speeds dough removal and a dual electronic timer that operators can preset to between 0 to 20 minutes. The mixer will shift to high speed when it completes the low-speed time cycle. hobart.com

CUTTERS

Compact cutters offer speed, advance timer and built-in programs Sammic Corp’s compact cutters are available in two versions: Active and Ultra.

The main difference between the Active and Ultra lines is the speed range. While the Active model (K-41) has one speed, the Ultra model (KE-4V), just like all other cutters-emulsifiers manufactured by Sammic, has variable speed control.

Variable speed gives the cutter greater versatility, as it can adjust to the product or to the amount of product to be treated.

NEW PRODUCTS When it comes to new ingredients, equipment and services, Canadian Pizza keeps you in the know. | FOR MORE ON NEW PRODUCTS FOR THE PIZZA INDUSTRY, check out our website, canadianpizzamag.com

Furthermore, in the model with variable speed, the machine is equipped with brushless technology. The main advantage of this technology is that motor torque is maintained throughout the speed range, meaning that a high speed does not affect the machine’s performance.

Ultra-models are equipped with a timer that can be set for a predefined time, making it possible to see the time remaining at all times. This function is particularly useful for standardizing processes.

Thanks to the combination of variable speed and timer, the Ultra model has specific built-in programs for fine or coarse chopping. These programs combine different speeds and times to optimize parameters and obtain uniform and consistent results in each case. In addition to the two built-in programs on the machine, the KE-4V cutter allows the user to create up to nine custom programs. In this way, by combining different speeds and different times, the user can standardize their recipes to always obtain the same result automatically and without being aware of the machine. sammic.us

Quik-Disk, Hex Quik-Disk and Rectangle Quik-Disk.

Specifications: • Hard coat anodized 18-gauge (.040-inch) aluminum • No seasoning required and ready to go out of the box • Permanent finish will not chip, bake, flake or peel off • Durable: outlasts and outperforms pizza screens lloydpans.com

SUSTAINABLE SUPPLIES

Bamboo cutlery is FSC-certified World Centric’s new bamboo cutlery gives operators another sustainable choice to offer their customers for takeout. Made from 100 per cent FSC-certified bamboo, the raw materials come from sustainably grown and responsibly managed bamboo.

The cutlery is a carbon-negative product due to bamboo’s ability to sequester carbon in

PANS

Quik-Disks alternative to mesh screens Quik-Disks, Lloydpans’ secondand third-best sellers of the year (12-inch and 14-inch, respectively), ensure maximum crispness and are designed for various styles of ovens and baking styles.

Quik-Disks sell particularly well to convenience stores.

Options include the

its roots and the fact that it is made at a factory using solar energy, the company said. Items are 100 per cent USDA certified biobased, suitable for hot or cold foods, CMA approved and can be discarded with yard trimmings. worldcentric.com February 2024 · CANADIAN PIZZA

INDUSTRY NEWS

Celiac Canada publishes free gluten-free food service training guide Celiac Canada has created a free guide with downloadable tools that make it easy for bakery-café, food-service and restaurant managers to teach staff key points.

Celiac patients in hospitals and long-term care residents who cannot advocate for themselves are often served food containing gluten, which can lead to horrendous symptoms and even death if they’re fed unsafe food for long enough, Celiac Canada said in a news release. Tiny amounts of gluten can have severe consequences.

Many health-care workers and managers have not been trained in gluten-free food service and are unaware food they serve may make those in their care sicker.

The guide solves a serious problem that could save lives.

One per cent of Canadians have celiac disease (CD), an auto-immune condition that triggers the body to attack itself after ingesting gluten from grains like barley, rye, and wheat. CD has 200-plus physical and neurological symptoms.

“Given pressures in health care, it’s challenging to meet the needs of a variety of diets, and many workers haven’t had the chance to get trained,” said lead author Doris Foster, who was a registered dietitian and director of nutrition services in hospitals for many years. “We did a global scan but found very few fully comprehensive, all-in-one training resources for gluten-free food service in healthcare.”

CANADIAN PIZZA · February 2024

Celiac Canada created a free guide with downloadable tools that make it easy for managers to teach staff key points.

Food-service provider Sysco is sharing the guide with customers, at health-care and senior living events across the country and on LinkedIn. “It’s a great tool operators can use to learn how to support this growing dietary challenge,” said Sarah Emmerton, RD, vice-president of health care and senior living.

The number of people diagnosed with gluten disorders is growing. Celiac Canada plans future resources for the food-service sector to help people with CD eat safely when away from home.

The new guide may be downloaded from celiac.ca/gluten-freefood-service.

King Arthur launches blend of wheat varieties grown using regenerative practices

texture and can be used in any recipe that calls for whole wheat flour, including bread, muffins, scones and other beloved baked goods.

The certified regeneratively grown flour was created in collaboration with the Washington State University Breadlab, an organization that breeds wheat varieties that are better for the soil and encourage sustainable farming practices. Climate Blend is a unique blend of wheat varieties developed by the Breadlab that were created with soil health in mind. Among these is an innovative perennial wheat which will grow back naturally without needing to be planted again for 2-3 years.

The wheat for this batch of Climate Blend was grown in North Dakota and Montana by multi-generational farmers who are looking to change the way that they grow their crops and steward their land, Brock Linker and Brandon Bock.

“I wish all farmers knew how rewarding it is to ‘farm with our eyes wide open,’” said Brandon Bock, operator of Bock Farms in North Dakota in a press release from King Arthur Flour. “Originally, I farmed to grow as much yield as possible with the sole desire to make money for my family. Now, my main priority is to take care of our soil, our

community, and human health.”

In an effort to provide transparency and accountability around regenerative agriculture practices and impacts, Climate Blend is a certified regenerative flour by third-party organization, Regenified.

According to company representatives, the flour is not currently available in Canada.

New Haven-style pizza comes to Vancouver Industry Apizza has opened its first New Haven-style pizza shop inside longtime Commercial Drive craft brewhouse St. Augustine’s. The style is known for its fire-charred, asymmetrical slices. Hanna McLean writes in Daily Hive, “The gastropub is mainly known for its huge beer selection (60+ taps) and its laid-back come-as-you-are vibe, and now, it’s cooking up a Connecticut specialty. Pronounced “ah-beetz,” apizza is an Italian-American slang term to describe New Haven-style pizza, which is characterized by its thin, crispy, fire-charred crust.”

Frank Pepe Pizzeria Napoletana, Zuppardi’s, Modern Apizza and Sally’s Apizza are among New Haven spots known for serving this style of pizza. | CP

King Arthur Baking Company has launched its Regeneratively-Grown Climate Blend, a blend of wheat varieties grown using regenerative practices that help farmers improve soil health and farm resilience.

The regenerative flour offers a rich, nutty flavour and tender CanadianPizzaMag.com

15

Karen Barr is a Canadian-based magazine journalist, copywriter and licensed chef. Helping clients unlock hidden revenue through email marketing, Karen has worked with small businesses and large national companies in the food and beverage industry.

FEATURE

EMAIL MARKETING FIRST STEPS How to increase revenue at your pizzeria using email marketing

BY KAREN BARR

B

16

@CdnPizzaMag

With email marketing, you have a captive audience who want to hear from you. All you need to do is keep in touch.

Build your mailing list If you are starting from ground zero without a customer list, there are many ways to begin. With a brick-andmortar location, you have ample opportunity to interact with customers every day. Ask customers when they make a purchase if they would like to be part of your mailing list. Think about offering an incentive with a percentage off the bill to increase the yes factor.

If your social media accounts are getting lots of likes but few feet through the door, it’s time to shift your focus to email marketing.

Customers love free stuff. Offering free products or gift certificates as part of a draw is a fun way to build your mailing list. All special occasions qualify for a draw from Valentine’s Day to Christmas. You just need ballots and pens to start collecting customer information.

If you have an ecommerce store or take reservations online, you already have the customer data that you need with every purchase or reservation.

Another way to build your list is to February 2024 · CANADIAN PIZZA

PHOTO: KUPICOO/ E+/ GETTY IMAGES.

usiness is about making money. It’s also about reducing expenses.

Email marketing is cost-effective. In fact, it is the cheapest and most powerful way to advertise your business. For every dollar spent on email marketing, a business can make $40 dollars in revenue. That is an incredible return on investment.

According to Statista, in 2020, the global email market was valued at 7.5 billion US. It is projected that the figure will increase to 17.9 billion by 2027. A report by McKinsey cited that email is almost 40 times more effective than Facebook and Twitter combined in helping businesses find new customers. If your social media accounts are getting lots of likes but few feet through the door, it’s time to shift your focus to email marketing.

With email marketing, you have a captive audience who want to hear from you. In fact, these customers have already given you their personal email information. All you need to do is keep in touch.

So how can pizzerias increase revenue through email marketing?

Read on!

create a landing page where customers have the option to sign up digitally. Let everyone know that you have this page and provide links to it through social media.

You’ll notice some websites have discount pop-ups encouraging email registration the moment customers enter their site.

Choose your platform Once you have your mailing list started, you’ll need to consider which email marketing platform you will use as your software tool.

This will help you create, send and track your emails or what is referred to as campaigns. Some of the most popular platforms include Mailchimp, Constant Contact, HubSpot, Active Campaign, Omnisend and Drip.

Many of these platforms offer a free monthly subscription to get started. For example, Mailchimp offers a free plan that is suitable for businesses that have up to 500 customers on their mailing list. This plan allows for up to 1,000 sends per month. With 500 customers this would start you on bi-monthly email campaigns to your full list.

Each platform offers various design templates to use or alter as needed. The interface is easy to use with simple drag-and-drop features. You can add your own photos and text, change fonts and colours. If you are technologically savvy, you can even build and code your own templates. Generally this isn’t necessary, as there are many options to choose from.

Each email marketing platform will track the results of each campaign or email that you send out. You will have access to data such as open rates and clicks.

This enables you to see what is working and what is not. As your mailing list grows, your email marketing platform will enable

you to segment customers based on demographics or buying habits, depending on your monthly plan.

Build a customer journey Email marketing platforms allow you to set up customer journeys through automated emails. This, too, is generally considered an upgrade from the free plan. However, this feature is well worth it.

Automated journeys engage every new customer by automatically sending out a welcome email or series upon registration of new email addresses. This works manually when you type new customer emails into your list on the platform.

You can also set up the platform to add new emails from website landing pages when a customer enters their email address.

Build customer relationships Once each customer has been sent the full welcome campaign, their email address will be automatically added to the general email list for future campaigns.

Email marketing campaigns allow your business to build one-on-one relationships with customers. Once the welcome campaign has hit the inbox of your customer the next step is to continue to communicate.

Have you developed a new pizza? Let your customers know via email. Throw a new product launch party or offer a limited discount for customers who would like to be some of the first to test it out.

Are you offering a discount?

There are ample opportunities

throughout the year to offer something special such as Valentine’s Day or Christmas, so plan ahead and make email marketing part of the overall plan.

Stay consistent How often should you send out emails? Omnisend data suggests 10 to 19 emails per month.

However, recent email marketing statistics from HubSpot found 33 per cent of marketers send out email campaigns once a week, while 26 per cent send multiple emails per month.

Whatever you decide is a manageable goal for your business, the key is to stay consistent in your email marketing efforts. Continue to build and nurture relationships with your customers and watch profits at your pizzeria grow. | CP

Send out a welcome campaign A welcome campaign is the first step in your customer journey.

This is made up of three to five emails introducing your customers to your business, products and services.

Think about the welcome email as a way of sharing information about your business. It’s not about starting to sell right away.

You’ll need to set up your customer journey with a timeline of when customers will receive each email.

The first email in the series needs to go out immediately, while your business is at the top of the customer’s mind. Then, using your email marketing platform, it’s up to you to decide when the other emails in your campaign will be sent out through automation.

CANADIAN PIZZA · February 2024

CanadianPizzaMag.com Untitled-1 1

17

2023-04-14 9:10 AM

TRENDS

PIZZA TRENDS TO WATCH We highlight six trends keep on your radar for 2024

BY CANADIAN PIZZA STAFF

P

izza in Canada is as exciting, creative and promising as ever. Even with some heavy operational challenges, pizza and all its complementary products continues to sell and constantly reinvent itself.

The independent pizzeria is right at the centre of that excitement. Here are some key trends to keep on your radar.

Funghi Mushrooms in all their forms, especially truffles, are being played up on menus these days. We’re not entirely sure what’s behind this trend: their nutritional properties, their earthy taste and meaty consistency, or restaurants wanting to get creative with vegetables to draw in the plant-based crowd.

Their appeal is undeniable. For more ideas and inspiration, see Karen Barr’s feature in October 2023, “Fall topping trends.”

Trying different styles Thomas Schneider of Tommy’s Pizzeria in Winnipeg, who took 18

@CdnPizzaMag

second in our chef competition in Toronto by making a satisfying Detroit-style pizza. What’s remarkable is that he tried this style for the first time for the competition – even though it was a departure from his regular style. Schneider recently said he planned to experiment more with tavern-style, grandma-style pizzas and lactose-free pizza. This creative and ambition are what the Summit is all about and why it is the place to see trends unfold.

In recent years, pizza guru Tony Gemignani has branched out to Slice Houses and deep-dish pizza through his Capo’s brand.

With strong sales, Tony G’s boldness should be an inspiration to all pizzerias to try something new.

Healthy pizza Health is on the minds of Canadians and now that is understood to include mental health and the health of the planet. Healthy pizza is finding its way onto most menus. Two examples: Creative chef Maurizio Mascioli is serving healthy, local, food-to-table pizza at Maurizio’s Pizzeria in Parry Sound, Ont. Zen’Za pizzeria in London, Ont., ahead of the curve, has been serving ultra-thin and crispy pizzas completely made to order for their customers living with health issues, restrictive diets or specific preferences. Both businesses tell a compelling story about a

sustainable way to live. Consider making changes to your menu and operation – if they make sense to you and reflect your own values.

Fruit on pizza Apple, peach, fig, lemon all give a kick to savoury pizza. But controversial pineapple caught our attention this year when well-respected Naples chef Gino Sorbillo added pineapple to his pizza menu at Pizzeria Sorbillo.

As CNN Travel reported, “This isn’t your regular Hawaiian: it is a pizza bianca, denuded of its tomato layer, sprinkled with no fewer than three types of cheese, with the pineapple cooked twice for a caramelized feel.” Pineapple is on lots of pizza menus in Canada: grilled, marinated and prepared in creative ways. It’s selling. Maybe 2024 is the year to play it up and play up your Canadian-ness!

Shifting hours In his article “Hour struggle” in our April 2023 issue, Andrew Hind explored how labour shortages and risk of burnout causing pizzerias to curtail operations.

Several readers responded that the pizzerias in this story reflected their experience of adjusting to changing customer traffic patterns, a need to offer flexible hours to current team members, attract new employees and even to protect their own time and

capacity as owner or manager.

Related to this is a North American interest in apertivo.

Baum+Whiteman’s 2024 forecast describes the trend as an “age-old European pre-dinner unwinding time is gaining traction versus booming, boozing happy hours. . . . The underlying concept of aperitivo culture is to slow down and wind down . . . . Traditionally, you’d go home or out to dinner afterwards. But there’s a newcomer in Italy called Apericena.

It’s smaller than a robust dinner but bigger than small bites . . . a budget way of neither cooking at home nor springing for four heavy courses. Often the food is on a buffet or served on a large board or in bowls passed around family style.”

Pizza suits this tradition well.

Contemporary pizza No doubt about it – pizza chefs are loving the freedom of contemporary-style pizza. Our two chefs of the year, Giuseppe Cortinovis and Amedeo Broccolo showed us versions of this close cousin to Neapolitan that breaks free of the strict characteristics required to qualify as AVPN. The term contemporary encompasses a style called “canotto.”

Cortinovis writes in his blog at lovemypizza.com: “The name refers to the puffy crust, which is achieved through careful stretching and baking techniques. The dough is typically made with a high hydration level, of around 70%. Often made with a preferment like Poolish or Biga, to help achieve the desired texture.” This style is one to watch and experiment with at your pizzeria.

If you can communicate your passion, skill and love of community to the Canadian public, pizza will always have a place in their lives and weekly budgets. | CP February 2024 · CANADIAN PIZZA

The New Gold Standard Redefine Excellence with the New Galbani Professionale Premio Pizza Mozzarella Block 26%

Remarkable blister coverage & uniformity

Ample free oil for indulgent

experience

Ideal for exceptional cheese coverage

Unparalleled melting behaviour for mouthwatering

texture

Rich, buttery & creamy

flavour profile

2.3 KG BLOCK Let’s connect

All trademarks owned or used under license by Lactalis Canada, Toronto, ON M9C 5J1 | All rights reserved © 2024 Lactalis Canada

WWW.LACTALISFOODSERVICE.CA @LACTALISCANADAFOODSERVICE

MAKING DOUGH WITH DIANE

BY DIANE CHIASSON

Diane Chiasson, FCSI, president of Chiasson Consultants Inc., has been helping foodservice, hospitality and retail operators increase sales for over 35 years by providing innovative and revenue-increasing food service and retail merchandising programs, interior design, branding, menu engineering, marketing and promotional campaigns.

Contact her at 416-926-1338, send her an email at chiasson@chiassonconsultlants.com, or visit chiassonconsultants.com.

How to open a successful pizzeria in nine easy steps

E

1. Conduct market research and analyze the competition Before launching your pizzeria business, it’s essential you conduct market research. This is an important step to check whether there is enough demand to open your pizzeria operation successfully. Still, it will also help you develop the best selling strategy for pizzas.

You must understand the current industry trends, who your competitors are and who your potential customers are. Once you have a location in mind, sometimes a nearby owner or employee of another pizza shop will volunteer their products and sales information; 20

@CdnPizzaMag

3. Choose the right style

These 4 Ps are the key ingredients for the success of your pizzeria: product, price, place and promotion.

Your business plan should explain in detail who you are, where your pizza shop will be located and how you will be successful.

if not, you must become a pizza spy.

What about taking note of the food being delivered from some distributors’ trucks? This is the best way to find out who the distributors are. Check the competitors’ menu and their average price for a meal.

Once you have done your research, the next stage is to decide if you will launch an independent pizzeria or join a pizza chain.

Keep in mind that it’s mandatory to respect all safety and health regulations.

2. Find the right location “Location, location, and location” are the three most well-known words in commercial real estate. I suggest you hire a commercial real estate representative to work with you to find your ideal and best location. Try to find a spot that is easily accessible and has maximum visibility, facing a busy street and a street that gets heavy foot traffic, or offers plenty of parking spaces. Avoid locating near too many pizza shops: the last thing you need is more competition. Finally, check

Determine what style of service you want to offer. Will your pizzeria operation be a ghost kitchen pizzeria, also known as a virtual, dark or cloud kitchen, which operates for delivery and takeout and where the orders are received online or by phone, while the kitchen mainly produces pizzas for delivery apps?

Will it be self-serve, takeout, delivery, mobile? Will you be crafting gourmet or artisan pizzas? Will you sell pizza by the slice? Will you offer pre-made pizzas with recipes on how to bake them? Customers love to buy pizzas to take home and bake them themselves.

4. Decide on the brand and name of your pizzeria Whether you sell low-budget pizza, fast-casual or gourmet pizza, you should create your own memorable brand. When naming your pizza shop, the name should be unique and easy to pronounce. Once everything is evaluated and selected, you must implement the brand consistently across various platforms, including your website, social media platforms, marketing materials, store signage, uniforms and delivery vehicles.

5. Create a thorough business plan A comprehensive business plan is essential for structuring your business.

Your accountant should help you create a business plan. To start running your pizzeria, you may need to secure February 2024 · CANADIAN PIZZA

PHOTO: MIODRAG IGNJATOVIC / E+ / GETTY IMAGES

xperienced owner-operators know that it’s essential to be prepared both financially and mentally before venturing into the pizza industry.

With more than 90 per cent of North Americans consuming pizza at least once a month, it’s no surprise that pizza shops are some of the most popular restaurants. So, if you are ready to take the leap to become a pizza restaurateur, it’s important to go into it with both eyes open.

In the early days of the pandemic, people got used to eating their restaurant food at home. After COVID-19, a lot of people still prefer to get their meals via a pickup window, the drive-thru or delivery. A lot of sit-down restaurant operations have switched to quick service only. There has been an increasing demand for to-go food, and it’s no surprise that pizza shops are some of the most popular restaurants.

Here are nine easy steps to opening a successful pizzeria – and a review for those already operating.

the area’s demographics. Areas with higher incomes, younger populations and a dining-out culture often attract more pizza shop customers. An ideal location would be near schools, universities, shops, apartment buildings and office buildings because people in these areas often order pizza for lunch or as an after-school snack.

funding: a business plan is a document that lenders will require before they process a commercial loan application. The business plan should explain in detail who you are, where your pizza shop will be located and how you will be successful. Your plan needs to include the following elements: an executive summary, company overview and pizzeria description, market analysis, business offerings, location analysis, investment plan, financial projections, vendors/suppliers, management team and marketing plan.

6. Design your pizza shop layout After defining your brand, take some time to design an attractive interior for your pizzeria properly. The interior design of your operation needs to match your brand identity and the colour palette you have chosen for your logo design. Choose appropriate furniture and equipment, decorations, lighting,

packaging and eye-catching signage.

These 4 Ps are the key ingredients for the success of your pizzeria: product, price, place and promotion.

7. Design your pizza menu What kind of pizza will you be offering? Your menu should offer a good variety of pizzas and other food items such as calzones, panzerotti, pasta and salads. Will you make Greek pizza, New York-style pizza, Sicilian pizza, California pizza, Margherita pizza or vegan pizza? Make sure you know how much it costs to make everything on the menu and how much gross profit you will generate per transaction.

Next, you will have to establish proper and exact recipes and procedures.

8. Recruit and hire the right team Your management team and employees will be the face of your pizzeria, so

PIZZA CZAR: RECIPES AND KNOW-HOW FROM A WORLDTRAVELING PIZZA CHEF Scan code to buy this book

A comprehensive business plan is essential for structuring your business.

make sure they will represent you in the best way possible. Look for positive candidates with warm personalities.

Make sure to look for competent, reliable and experienced cooks, cashiers, delivery drivers and customer service representatives who can help you deliver quality products and services to your customers.

Remember to train, train and, again, train your employees using the appropriate tools and training manual to offer the highest quality of service.

9. Promote your pizzeria Always promote your pizzeria through various marketing channels such as social media platforms, websites, online directories and through word of mouth.

Being prepared financially and mentally before venturing into the pizza industry will help ensure your success. | CP

In his comprehensive first book, legendary pizza czar Anthony Falco teaches you everything you need to know to make pizza wherever you are, drawing from his singular experience opening pizzerias around the globe.

If there’s one thing the entire world can agree on, it’s pizza. It just might be the world’s favorite food. In every climate, in every region, in every kind of kitchen, there’s pizza to be had, infused with local flavor. In this definitive book, filled with hacks, tips, and secret techniques never before shared, International Pizza Consultant Anthony Falco brings the world of pizza to your kitchen, wherever you are. $44.00 | Item# 1419747847

Educational Resources for Industry Professionals | 877-267-3473 | annexbookstore.com

CANADIAN PIZZA · February 2024 PZ_BOOKAD_FEB24_BAS.indd 1

CanadianPizzaMag.com

21

2024-01-22 11:29 AM

GUEST COLUMN

BY SCOTT GREENBERG

Scott Greenberg is a speaker, writer, and coach who helps leaders grow their business. He’s the author of The Wealthy Franchisee: Game-Changing Steps to Becoming a Thriving Franchise Superstar and the new book Stop the Shift Show: Turn Your Struggling Hourly Workers into a Top-Performing Team. More information at ScottGreenberg.com.

Three ingredients for managing gen Z employees

M

3. Make culture tangible

The more you can determine what drives individual workers, the easier it’ll be for you to motivate your team and win more loyalty.

1. Better employers reduce the gap by putting their subjective opinions aside They instead make objective observations about young workers and adapt to their needs. They don’t coddle or enable them. They just seek to understand them and manage accordingly, just as they seek to understand their customers and serve accordingly. They appreciate this generation values life balance more than ambition. They realize they’re more emotionally attuned (sensitive, but also empathetic).

They respond to their need for a lot of feedback and, when earned, positive reinforcement. Your criticism about generation Z may be correct. But it’s not helpful, not if you want to manage them. Put your judgment aside and try to better understand them. Manage them as they are, not as you think they should be.

22

@CdnPizzaMag

2. Meet their ‘soft needs’

Emphasize behaviours that reflect each value. For “Integrity” they might say: We always tell the truth. We follow through on our commitments.

We admit our mistakes.

Manage them as they are, not as you think they should be.

Most restaurants focus on hard needs – the tangible things people want from a job. This includes money and benefits. It’s what they get in exchange for their work. “Soft needs” refer to their emotional wants. These include respect, praise, personal growth, safety (including emotional safety) and a sense of belonging. You may not be able to pay them more, but you can create a superior work experience. Their soft needs may be different than yours and from each other’s. While one person may appreciate schedule flexibility, another may be desperate for a pat on the back. Some may just want to be someplace less toxic than home.

The more you can determine what drives individual workers, the easier it’ll be for you to motivate your team and win more loyalty. Salary alone won’t do the trick. Employees should be paid fairly, but those

Mission and value statements are often way too abstract to be meaningful for young workers doing manual, repetitive work. Are you sure your employees know what “Integrity” actually looks like on the job? I encourage my clients to make their values more tangible by emphasizing behaviours that reflect each value. For “Integrity” they might say: • We always tell the truth.

• We follow through on our commitments.

• We admit our mistakes.

Are you sure your employees know what “Integrity” actually looks like on the job? I encourage my clients to make their values more tangible by emphasizing behaviours that reflect each value. These agreements reflect the value but are easier to understand. They also make it easier to hold employees accountable.

Discuss these behaviours a lot and celebrate those who consistently demonstrate them. Reprimands should reference these behaviours as breaking the values agreement.

You may not believe it’s possible to build a strong, reliable team of gen Z employees. I sympathize, but I can’t ignore the results I’ve gotten in my own businesses, or those of many employers I’ve observed. Gen Z is young, but still growing. If you seize the opportunity to help facilitate that growth through more understanding, a more satisfying work environment, and a culture they understand, you may find it’s the best way to facilitate your business growth and enjoy piping hot performance. | CP February 2024 · CANADIAN PIZZA

PHOTO: UCHAR / E+ / GETTY IMAGES

aking great pizza takes more than using the right ingredients. You must also know how to prepare those ingredients, how to combine them, and how to bake them.

The same is true for building a crew of generation Z employees. It’s not enough to hire the best candidates.

You must also connect with them, engage them, and unite them into a top-performing team.

In researching my new book, Stop the Shift Show, I’ve met many restaurant operators who’ve developed management practices that have increased their influence over young workers and improved team performance.

Here are three parts of their recipe:

workplaces who also strive to elevate the emotional experience of the workplace (just as you strive to elevate the emotional experience of customers) will become employers of choice.

PLAN TO ATTEND!

PRESENTED BY:

CANADA’S ONLY BUSINESS-TO-BUSINESS BAKING EVENT

MAY 5 - 6, 2024 I TORONTO CONGRESS CENTRE

Join Canada’s baking industry professionals from bakeries (artisan, retail, wholesale, commercial, in-store, pizzerias), grocery and foodservice outlets at Canada’s ONLY Business-to-Business Baking Event!

• • • • • • • •

Connect with suppliers and learn about the latest ingredients, bakery equipment and services for the baking industry!

Benefit from education sessions exploring such topics as top bakery trends, scaling up your bakery, succession planning, automation, marketing your artisan bakery and more!

Learn what the Baking Association of Canada has been up to on your behalf and get the latest technical updates.

Take in a lively state-of-the-industry panel!

Watch top bakers demonstrate cutting-edge techniques!

Showcase your signature baking in a professional artisan competition!

See what the future holds via an exciting student competition (and enter if you’re a student)!

And much more!

IT’S A YEAR’S WORTH OF MARKET RESEARCH AND NETWORKING – ALL IN ONE PLACE OVER TWO DAYS!

BOOK YOUR BOOTH TODAY AT BAKERYSHOWCASECANADA.CA

Round pizza, Roman-style, Neapolitan? Modern bakery or traditional pastry? Multi production or single product? The possibilities are many.

VISIT OUR TORONTO SHOWROOM 672 Dupont Street

To l l Fr e e : 1 . 8 7 7 . 3 2 3 . 6 2 2 6

FAEMA.CA Fo l l o w u s o n