Issuu

From

ROME to CANADA

Ciao Roma is spreading the word about old-world pizza al taglio

Volume 23 Issue 1 January/February 2017

10 FROM ROME TO CANADA

Ciao Roma is spreading the word about old-world pizza al taglio.

14 PIZZA GATHERING PLACE

How to create unique experiences at your pizzeria through events.

ABOVE: Roberto Federici, owner of Ciao Roma in Woodbridge, Ont., had a vision to bring pizza al taglio (by the cut) to Canada from Rome. To learn how he made it happen, turn to page 12.

DEPARTMENTS 6

editor’s desk

pizza bites

the pizza chef

new products

marketing insights

making dough

Giorgio’s corner

TASTE OF ITALY 16 AWhat is special about designated food products? A November event at Toronto’s Centennial College explored that question. 8

ONLINE FIVE STEPS TO HIRING THE BEST STAFF Employees can attract new customers and become your greatest salespeople. They can also drive away customers and negatively impact your pizzeria. That’s why hiring the right person is so important. Marketing expert and strategist Marc Gordon offers five tips to start a hiring process that attracts strong candidates.

CANADIAN PIZZA EXTRAS | Jobs for teenagers might be subject to new restrictions; Pumpkin spice craze inspires a new Canadian cheese …plus the latest industry news and new products. www.canadianpizzamag.com

JANUARY/FEBRUARY 2017 pizza 3

from the editor’s desk January/February, Vol. 23, No. 1

Cheers to pizza L

ately I’ve been watching reruns of Cheers, that beloved 1980s sitcom set in a Boston bar where everybody knows everybody else’s name and business. When the hapless Norm bellies up to the bar, greeted enthusiastically by all patrons, he feels at home, accepted and downright excited to be at his neighbourhood watering hole. Here he can watch the game, pick up fascinating factoids from his pal Cliff and weigh in on informal polls about Sam and Diane’s on-again-off-again romance. There is a reason the show lasted 11 years even as characters came and went. TV viewers craved a place where they could sit, unjudged, in the company of friends and escape their daily worries for a half-hour every week. Being involved in the pizza industry, I can’t help but think of the neighbourhood pizzeria and wonder if a widespread longing for that kind of special community spot lies behind its popularity and figures into its future. At Cheers, the drink (and food) on offer is clearly secondary to the atmosphere. However, at pizzerias, both delicious food and a fun dining experience form two sides of what can be a profitable coin. A report from NPD Group called “Experiential Purchasing and the New Retail” pinpoints one motivation behind consumers’ preferences: “Since the financial crisis of 2008, consumers have been driven to make purchases ‘count.’ People today take less pride in having stuff, and they take more pride in doing stuff...particularly stuff that can be done with friends and family and shared through social media.” Pizzerias in Canada are great at drawing in customers through events both regular and special, as you’ll learn when you read in this issue Julie Fitz-Gerald’s feature, “Pizza gathering place,” and Giorgio Taverniti’s column on providing a haven for sports fans.

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

Many pizzerias participate in bigger events. They support charities. They band together for yearly events that get the public excited about the high quality and variety of pizza available in their communities: the Pizza Fest Artisan Pizza & Craft Beer festival in Vaughan, Ont. in July, YYC Pizza Week in Calgary in September, the Pizza Pigout for kids’ sports charities and Pizza Week in Montreal’s Little Italy, both in October. A calendar of pizza events is slowly emerging across Canada to help raise the profile of pizza. I think you can do even more and I challenge you to find a new way to celebrate pizza at, or through, your restaurant. That doesn’t have to be a huge undertaking. With two cravings at work – one for comfort and one for adventure – getting people interested can be as simple as personalizing your pizza boxes or as elaborate as holding a tasting event featuring your newest signature pizza (perhaps one made at the Canadian Pizza Show). How about waging a friendly competition with a neighbourhood pizzeria, as Cheers did with Gary’s Olde Towne Tavern? Encourage people to share their pizza experiences on social media. The Internet is constantly coming up with ways to do this. Have you heard of the recent Mannequin Challenge? (Google it!) You can do something similar or invite customers to share videos of themselves enjoying your pizza. Whether you create a home base, cozy and familiar, or a fun centre of experimentation, use your personal touch to make eating out at your pizzeria a one-ofa-kind experience that will keep customers coming in from the cold this winter and through your doors year round. Here’s to your neighbourhood pizza spot! • facebook.com/CanadianPizzaMagazine @CdnPizzaMag

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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 Alison Keba 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. ©2017 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

pizzabites BRIEFLY | Calgary restaurants retooling, working smarter and waiting for the next boom; Pumpkin spice craze inspires a new Canadian cheese | FOR MORE pizza news, check out our website, www.canadianpizzamag.com

CFL shuts down Grey Cup pizza promotion BY THE CANADIAN PRESS

Pizza Pizza promotion offering Grey Cup tickets for a bargain price was shut down by the CFL. The walk-in special at 16 Hamilton, Ont.-area Pizza Pizza outlets offered a pair of tickets as part of a $29.99 package that also included a large three-topping pizza, 10 chicken wings, four cans of pop and two dipping sauces. The league shut down the offer as invalid, but not before it gained considerable buzz on social media. The fact that the CFL championship game at BMO Field had not sold out when the deal was on offer has been a talking point, and the optics of the pizza special didn’t help the city’s reputation as lukewarm toward Canada’s professional football league. “Although it may have been made with good intentions, it didn’t have proper authorization,” CFL spokesperson Paulo Senra said on his official Twitter account. “Once it was brought to our attention we had the promotion pulled immediately.”

8 pizza JANUARY/FEBRUARY 2017

Activated charcoal among THP food trends rtisanal jerky, craft-style drinks and Jewish cuisine are among food trends to watch heading into the new year, according to THP’s 2017 Flavour & Trend Forecast. The Toronto-based communications agency, along with its inhouse team of culinary experts, is releasing its second annual list. It is important to aim as much as 40 per cent of your attention on the growth consumer group of millennials, said Amanda Riva, chief executive officer of THP, in a news release. “It’s our job to know where trends are in their life cycle and to keep our finger on the pulse when it comes to consumer consumption habits,” Riva said. The company singled out items to watch from its top 10 list for 2017: Fat Is Back: Forget fat-free ingredients. Butter usage is on the rise and increased by eight per cent in 2015 compared to 2014. 50 Shades Of Black: “Activated charcoal is a new ingredient that’s popping up everywhere, from your morning juice routine to your burger bun and even in your pizza crust,” said Sabrina Falone, director of culinary innovation, in the release. “Don’t shy away from dark-hued foods next year,” she said. Artisanal Jerky: In the last five years, jerky consumption has jumped by 18 per cent. More and more, consumers are looking for portable, protein-packed snacks – and jerky fits the bill. Companies are shifting their focus to artisanal preparation methods that features bold, international flavours. The New Jewish: Today’s Jewish cuisine is giving Old World flavours modern twists. This trend is being popularized by a new generation of chefs who are focusing on updating Jewish classics, for example, matzo ball ramen. Other ingredients and meal trends that just missed the top 10 list but are worth keeping on the radar include vegan charcuterie, sumac and alternative protein options such as insects, algae and mushrooms. For the full list, visit www.thpagency.com.

feature

From Rome to Canada Ciao Roma is spreading the word about old-world pizza al taglio BY COLLEEN CROSS

hen in Rome, you do as the Romans do. For Roberto (Rob) Federici, owner of Ciao Roma in Woodbridge, Ont., that means sampling fresh, delicious pizza made in hole-in-the-wall pizzerias in the land of his heritage. Federici had a vision to bring pizza al taglio (by the cut) to Canada from The Eternal City, and six years ago he set out to make it happen. His family’s roots are in Rome, where several relatives still live. The 32-yearold entrepreneur, who has worked in the restaurant industry since age 19, visited relatives for four months to experience food culture and find the perfect pizza in the perfect style. A month and a half in he found his holy grail: “The best pizza I’ve ever eaten. Period.” It then became the challenge to convince the pizzeria to teach him the secret recipe. He asked the owner to hire him and was told no. He asked to work voluntarily as an apprentice and was again told no. His persistence paid off and the third time was the charm. Federici explains: “I said, listen, I need to open a pizzeria in Toronto. I’m not going to open it next door to you. This is the best pizza I’ve ever had in my life. It’s amazing and I need to learn this recipe.” The owner relented and agreed to run a paid one-month course for Federici to teach him pizza making. The keen learner worked long hours, and at the end of that month, the owner offered to keep him on for another month to teach him the backend functions of a pizzeria. The man who did most of the teaching – Valerio – wasn’t the owner but a chef and manager. It was Valerio’s recipe and his back-of-house and front-of-house systems that put Federici on his path to

al taglio success. Once he returned to Canada, Federici called Valerio a number of times throughout the process. “Running any business is challenging,” he says. “Having someone there with that experience makes it that much more likely things will go smoothly.” Valerio decided to stay in Canada with his former employer’s blessing. “The owner knew Valerio was always going to go abroad to work. It was just a question of where,” says Federici, who ended up sponsoring his mentor three times. Valerio is a permanent resident and still with him. The two work rotating shifts, handling chef duties as well as day-to-day managerial tasks. WHAT IS PIZZA AL TAGLIO? Federici describes the typical al taglio shop in Rome. “They tend to be hole-in-the-wall places with minimal seating and a full display of pizza that you would choose from.” “This style of pizza is served in strips,” he says. “They cut as much as you want, then they weigh it and warm it up and you take it to go. At Ciao Roma, we cut the pizzas down the middle, then we do a strip to half. Any order of less than half a pizza gets weighed to determine the price.” Federici says he set out to offer the al taglia style. Finding an excellent pizza recipe in that distinctive – and for Canada, different – style was the challenge. “If I hadn’t found that great recipe, I would not have opened my pizzeria.” Of the pizza’s properties, he says, “It’s a little bit thicker but very light and airy and crunchy and very easily digested. That’s because of the process we put it through.” You can get pizza al taglio throughout Italy, but as you get away from Rome, it becomes harder and harder to find, he says.

10 pizza JANUARY/FEBRUARY 2017

“Usually it’s in a more high foot-traffic area. We kind of went against the grain on that point, just because we felt this area had a large proportion of business clientele.” He chose to locate in a business area because it was a “lunch-heavy spot.” It’s quick in and out, in and out, people grabbing one or two slices, have a beer, eat quickly and they are on their way. It’s proved to be a good location because lunch is our busy time.” Federici grew up in the area, spending his early years in North York and ending up in Woodbridge, a large suburban community of about 100,000 within the city of Vaughan, just north of Toronto. Ciao Roma’s plaza location, just off Weston Avenue near the corner of highways 400 and 7, seemed a good fit. “It has a good mix of complementary businesses – not street frontage but pretty close to it and you can see the big pizza sign when you’re coming north,” he says. “We knew there was going to be more development nearby, so that was a factor. “It was a little bit of forecasting the growth of the area,” he says. “But we also thought, if you have a really good, unique product, people will drive to find it.” Customers do seek out the pizzeria. Federici thinks freshness is a key reason business has taken off. “We don’t prep for days, we prep for, basically, one day,” he says. “It’s just a constant turnover of fresh ingredients. We order everything pretty much every single day.” A good relationship with his suppliers helps make this possible. “We have really great suppliers that don’t enforce minimum orders,” he says. People notice the difference, he says. “We do build-your-own salads as well, and people say, ‘These salads are amazing.’

do the job, wants to stick with you, is trustworthy and knows how to be sociable and still handle customers. There are so many aspects involved in hiring someone you want to grow with. It’s felt across the board in all restaurants.”

Ciao Roma owner Rob Federici snips into a fresh pan of Roman-style pizza. The Woodbridge, Ont., shop sells signature pizza both by the slice and as part of boxed selections. Customers like having the choice, Federici says.

We don’t use any different ingredients from anyone else, so the only thing I can attribute it to is the freshness. We ordered it yesterday, we’re cutting it this morning and we’re serving it to you today.” OPENING AT ‘A BRISK WALK’ When Ciao Roma opened in 2011, everyone within a 10-minute radius of the shop wanted to be the person to tell family and friends about the new place. “They didn’t want another friend to tell someone they knew in common before they did. They wanted to be the one to spread the word, which was amazing for us! It spread the news like wildfire and we were busy from Day 1. You know how they say crawl before you walk? Well, we started on a brisk walk and it was because of that.” It also helped that they participated in a select events to give the community a taste. They catered the mayor’s inauguration, bringing in nearby Grazie Ristorante, where Federici used to work, as a silent partner. “We did a few other events at Grazie. We made a ton of pizza and invited a ton of family members to come out. They say that for everyone who likes your pizza will tell three to

five others about it. It’s just trying to find creative ways to market yourself and reach people. The best way, I figured, was to let them try it.” Ciao Roma’s display case, with its colourful spread of pan pizza topping combinations, no doubt is hard to resist. They sell their signature pizzas both by the slice and as part of boxed selections. Their bestseller is the Calabrese. “This area loves spicy,” he says, hot salami, banana peppers and green olives.” ON THE STAFFING CHALLENGE While things are ticking along at the pizzeria, with a staff of seven, Federici says they face the same major challenge other restaurants do. Finding good, longterm, skilled staff is a huge challenge, he says, noting that red tape makes it difficult to bring in skilled labour. He has used the government’s temporary foreign worker program, but says it is very complicated, time-consuming and expensive. He says he talks about the difficult task of recruiting with other operators. “You have to find someone that’s able to

EDUCATION IS KEY Federici feels strongly that education – be it through classroom work, kitchen training, reading or travelling – is a key to success. He studied business administration, earning a joint degree through the University of Guelph and Humber College that combines business, entrepreneurial and marketing skills. “It was an excellent program that really prepared me for running a business,” he says. For his part, he is passing along pizzamaking pointers through a video tutorial website called www.raisethedough.com and an eManual he sells on Kindle for $5 as an extension of efforts – clothing and food drives, pizza deliveries – to help those in need. The young entrepreneur sees a bright future for the independent pizzeria – if new operators go into business knowing the risks and sacrifices. “With the number of TV programs that show restaurant openings and innovations, and cooking shows, it’s glorifying the industry but not showing what really goes into opening and running a restaurant efficiently, so that you’re not closing your doors right away because you didn’t do your numbers properly or you weren’t properly educated going into it.” He is pleased with Ciao Roma’s success but realistic about the rigours of running a small business, noting that consistency, knowing your numbers and staying on top of them are the main factors that lead to success. There needs to be a strict ordering system and you have to keep waste to a minimum, he says, adding, “It’s those little costs that make or break you, especially when you’re starting out.” For now, the shop seems to have hit on a formula that brings hungry, adventurous customers back for more. •

For more success stories, visit www.canadianpizzamag.com > Profiles

JANUARY/FEBRUARY 2017 pizza 11

the pizza chef

Jazzing up your vegetable toppings Diana Cline

re your customers tired of the same old vegetable toppings on your menu? Maybe they are asking for something new or a variation of something old? Perhaps they’d like something with a bit more flavour? Most pizzerias have the standard four vegetable toppings: onions, green peppers, tomatoes and mushrooms. I realize that, technically, tomatoes are a fruit, but I am including them in the vegetable category. Canadians have become more sophisticated with their palates and are ripe for some new offerings on their standard Friday night pizzas. If you want to keep your customers happy, you ought to expand your palate too. After all, just because you’ve never enjoyed artichoke hearts or spinach on a pizza before, that doesn’t mean you can’t start today. And remember, you don’t have to love it to carry it on your menu. If your customers enjoy it, that’s reason enough. Asparagus and spinach are two of my favourite veggie toppings on pizzas; they pair nicely with pesto chicken or with capicolla ham and cheddar or feta cheeses. To use them on pizzas, try oven roasting the asparagus or simply blanching them. They bake up nicely in a pizza oven. If fresh options aren’t in season or are very costly due to a low harvest, then consider frozen options. When you choose frozen asparagus, spinach or broccoli, you don’t need to blanche them first: the freezing process breaks down just enough of the cellular structure to lend itself well to baking in the high temperature of a pizza oven. Consider adding corn and black beans to your menu for a couple of months to see if there’s any interest in

your market for something out of the were fresh. ordinary. We featured a Mexican-style You can make a spicy version using pizza with salsa instead of marinara the same process. Just add some of as the sauce. We topped it with black your favourite hot sauce instead of beans, corn, black olives, jalapenos and the olive oil and herbs, and voila: diced tomatoes mixed spicy, oven-roasted with some oregano, mushrooms combined basil and olive oil, and with pepperoni and used a blend of Montomatoes are fabulous! terey Jack, medium Speaking of tomacheddar and mozzatoes, there are hunrella cheeses. Consider dreds of varieties of bringing unique pizzas tomatoes you could back on your menu for choose to jazz up an a couple of months evordinary vegetarian ery year. pizza! Roma, plum Oven-roasted red and cherry tomatoes peppers are one of our bake up differently bestselling vegetable on pizzas than do the toppings; they pair up standard beefsteak towith just about every matoes. And sundried other topping: meat, tomatoes have a very vegetable and fruit, indifferent taste and texcluding pineapple. ture than any of the If you don’t want to fresh tomato varieties. Oven-roasted mushrooms are add to your inventory, very different on a pizza from When you consider you can always jazz up standard fresh fare. When all the possibilities of your existing vegetable roasting the mushrooms, try vegetable toppings on toppings. Oven-roasted mixing them with a tablespoon pizzas and their relatively mushrooms are very dif- of olive oil, some sea salt, low cost compared to minced garlic, dried basil and ferent on a pizza from oregano. proteins, there are only standard fresh mushadvantages to featuring rooms. You don’t need them on your menu. • any extra equipment to cook them: just use a deep-dish pizza pan, throw in a Diana Coutu is a two-time Canadian Pizza Magazine Chef of the Year champion, internationally recognized portion of mushrooms (if you’re using gourmet pizzaiolo, co-owner of Diana’s Gourmet fresh, as opposed to canned, mush- Pizzeria in Winnipeg, Man., and a director for the rooms, add a little extra to allow for CRFA from 2009-2013. In addition to creating awardwinning recipes, Diana is also a consultant to other shrinkage), add a tablespoon of olive pizzeria owner/operators in menu development, creating oil, some sea salt, minced garlic, dried systems to run a pizzeria on autopilot, along with basil and oregano, and bake them for marketing and positioning to help operators grow their business effectively and strategically. She is available about five minutes. Then put them on for consulting on a limited basis. For more information top of a pizza just as you would if they contact her at Diana@dianasgourmetpizzeria.ca.

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newproducts From ovens to cheese to business technology, Canadian Pizza keeps you in the know. | FOR MORE on new products for the pizza industry, check out our website, www.canadianpizzamag.com Coffee machine features automatic capsule-ejection system

FoodLogiQ software features help speed up traceability

La Spaziale of Italy this fall launched its S15 coffee machine, designed to dispense consistent coffee in an easy-to-use format. The machine is an alternative to the manual use of the portafilter: it is compact, compatible with various capsule formats and able to deliver more cups simultaneously than previous models, La Spaziale said in a news release. Among its features is an automatic capsule ejection system whereby the capsule is inserted from the top. Once used up, it falls in the collecting box placed by the delivery group.

FoodLogiQ has released a new user interface for its cloud-based FoodLogiQ Connect platform, which is designed to provide traceability to restaurant operators throughout the food chain. The web platform connects restaurants to each component of their food supply chain, the company said in a news release. It is also mobile, so users see real-time data, intelligence and insight they need to make strategic business decisions with confidence. The software includes a new dashboard with customizable widgets that provide status

The machine’s water tank holds 5.5 litres and can be easily refilled from the top or connected to water mains. Other features include a wide cup warmer, a steam wand for cappuccino, a touchscreen control panel and a USB connection. Users can select a single short coffee dose, a long coffee dose or the free flow mode. The two coffee groups and the boiler can be independently switched on and off to conserve energy. www.laspaziale.com

TASTE THE

TRADITION

updates on suppliers, missing documents in the supply chain that need attention, and an overview of quality incidents across suppliers in real time. The interface lets users connect through desktop, tablet

or cellphone. Other features of the platform include an intuitive navigation system, more flexibility in working with the data, and improved filtering and sharing functions. www.foodlogiq.com

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JANUARY/FEBRUARY 2017 pizza 13 PZ_AprMay16_Salerno_CSA.indd 1

2016-03-22 7:32 AM

feature

Pizza gathering place How to create unique experiences at your pizzeria through events BY JULIE FITZ-GERALD

osting a special event is an opportunity to create a one-of-a-kind customer experience that, when done successfully, will increase your customer base, deepen customer loyalty, build relationships, strengthen partnerships with other businesses in your community, and increase profits. In order for restaurants to thrive, they must provide customers with a unique dining experience, suggests recent research by food-service consulting firms. Creating an experience is a chance for restaurant owners to let their imaginations run wild. From live music to craft beer samplings to special nights built around championship sporting games, knowing your clientele will determine which direction you take. For Morris East Restaurant and Wine Bar

in Halifax, their event choice was natural: a Neighbourhood Pizza and Wine Tasting. “We started the event three years ago and found it’s been a great opportunity to become part of the neighbourhood,” explains Amber MacLean, manager of Morris East. “We’re a restaurant and wine bar so we put a lot of effort into our wine list and pairing it with pizza and that gives us an edge. We’ve had visiting wine-makers in the past, which helps make it interesting, and people like the informal nature of a wine tasting. It’s not stuffy. Pizza is a people food; they can get comfortable.” Morris East holds the event two to three times a year, which provides enough time to build up interest in between the special nights. With 20 to 25 tickets up for grabs, it sells out

ABOVE: From live music to craft beer samplings to workshops, knowing your customers will determine which direction you take.

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quickly. The two-hour affair typically offers four courses with four different wines and is led by a winemaker or sommelier, adding a personal touch that customers appreciate. The focus of the night is determined by the wine being featured. “We had an amazing winemaker from Chile, so one event featured all of his wines. We’ve had all local wines for a private event. There are summer sipper wines and full winter wines, so you can pick seasonally and pair the wine with your existing alreadygreat menu,” MacLean says. The pizza and wine tasting is hosted in Morris East’s lounge, which has become a form of promotion in itself. Other patrons dining in the restaurant get a glimpse of the event taking place and become interested in attending the next one. MacLean says the event spurs dividends felt year round. “It creates relationships with customers and that’s really where you see the profits. Oftentimes they become a repeat customer throughout the year.” To ensure the night is a success, MacLean’s advice is to stick with your menu, keep it small and intimate, and enjoy the opportunity to connect with your guests. “There’s no need to go outside the box. Stay with your menu because that’s what people love, that’s why they’re there. Keep it relatively small – you could do 30 comfortably – and keep it personalized. It’s a great opportunity to connect with your guests, pouring wine and answering questions. It’s that one-on-one and personal touch that people are after.” Interactive event nights are another way to draw customers in, giving them an unforgettable experience. John Chetti, founder of Queen Margherita Pizza (QMP) in Toronto, recently held a “Pizza Libs” night where 20 people teamed up in groups of four to compete in a pizza cookoff. “The trick is to get people involved in something they want to do,” Chetti explains. “A lot of people throw random things in the air that don’t really work, but this seems to be different because people actually want to learn about pizza and want to know how to create flavour profiles and what goes together. People want to get their hands dirty and feel the experience.” QMP has been teaming up with event organizer U-Feast, formerly Pasta Table, to offer unique event experiences that resonate with customers. U-Feast describes itself as providing “epic food experiences at Toronto’s hottest restaurants,” taking care of all the marketing details for the events. “It started off as a one-off but because of the success it’s becoming more of a partnership,” Chetti notes, with a November cookoff being the sixth event they’ve partnered on. Ophelia Wong, manager of QMP, says the night was another great success. “We actually brought Creemore in so they sponsored the event and did a beer tasting. We do the events at the beginning of the week so we really only take one section of the restaurant, with 80 seats leftover for our regular customers. I feel like it’s pretty foolproof; we work together [with U-Feast] to plan a menu and discuss how it’s going to run.” Chetti says hosting special event nights is a chance to connect with customers in a truly unique way. “When we’re doing an event like this, it’s our opportunity to show new people,

‘Hey, this is what we do. Have some fun and come back and enjoy the restaurant.’ That collaboration with the chef and interactive experience gives them a sense of accomplishment for their project and an understanding of how hard it is to be really good in this industry. So that’s the message. It’s not an easy thing to do.” Diana Cline, co-founder of Diana’s Cucina & Lounge in Winnipeg has turned the interactive experience into a collaboration between two works of art. Cline is set to host her seventh “Healing Power of Art and Pizza” event in December. A multiple Canadian Pizza magazine Chef of the Year champion, she was inspired to combine self-care and healing with the power of art and pizza. Teaming up with artist Kisa MacIsaac, owner of Power of Painting, the popular night begins with a presentation on selfcare, followed by a smudging (purification using smoke from specific sacred plants and herbs) to clear away worries, doubts and negativity. Then Cline jumps into the pizza portion of the night, covering pizza making, dough making and the natural “real food” ingredients that go into her award-winning pizzas. “It’s a really wonderful way for me to connect with people on that level and talk about my pizzas. We follow up with a pizza buffet so everyone gets to sample eight of our very popular, unique pizzas. Of course, we’re fully licensed so everyone Continued on page 19

JANUARY/FEBRUARY 2017 pizza 15

feature

A taste of Italy What is special about designated food products? A November event at Toronto’s Centennial College explored that question. BY JULIE FITZ-GERALD

he Italian Chamber of Commerce of Ontario and Centennial College joined forces in November to showcase designated Italian foods by holding a week of chef workshops kicked off by a one-day food symposium. A roomful of students, sponsors and food industry people were treated to a panel discussion, a lively Q-and-A with Toronto chef Rob Gentile, a display of Italian-origin products and demonstration sessions run by Italian chefs. A panel of industry players from all stages of the food chain discussed what designated products mean to them. Products of origin usually contain six or fewer ingredients, and may include fruits, vegetables, cereals, cured meats, olive oils and cheeses that come from very specific regions, said panel host Mark Cirillo of CucinaTO online magazine. Corrado Paina, executive director of the ICCO, said Italy’s $7-billion per year industry is doing especially well in the areas of wine, oils and machinery, which includes food processing and packaging.

Paina said there has been a revolution and food is now about lifestyle. Pat Pelliccione, president of food distributor Jan K. Overweel of Woodbridge, Ont., said the government is very restrictive and wants to go to the producers and sales consortiums have committed themselves to high standards. Pelliccione cited several foods that have increased in popularity in the last five years, among them Asiago , Fontina, , truffle-based cheeses, infused oils, specialty balsamic vinegars and creams, and spelt products. Alison Iannarelli, executive chef at Centennial College, grew up watching her nonna make gnocchi and pasta. Every ingredient has a story, she said, and her goal is always to bring back the story and meld it with Canadian cuisine. “In Canada we have beautiful products,” Iannarelli said. Afram Pristine, who with his brothers runs The Cheese Boutique in Toronto, a business his parents established, is a third-generation Canadian with ties to Naples and Albania. Designated products are all about having respect for

ingredients, Pristine said, which is a quality he tries to instil in his staff. Rob Gentile, chef director and partner in Toronto’s King Street Food Company restaurant group, which includes Buca Osteria & Enoteca, shared memories of his culinary heritage and thoughts on protected designation of origin foods. Gentile said his parents came from Abruzzo in 1956 and bought a large property in Toronto that these days would be considered a farm. It had to be large enough to raise animals, he said, adding, “We had every possible fruit growing.” He remembers the smell of the traditional food and especially his favourite dish, pasta. As a child, Gentile loved pecorino, which he described as a “funky piece of cheese.” He learned about origin designations when he went to Italy for the first time at age 28 before opening Buca. He didn’t know what balsamic vinegar was, he said, and spent two months researching regional foods. Curious about nduja sausage, he made the mistake of asking for it while in a region where it is not normally found.

ABOVE: Jan K. Overweel rep Joe Vacca enlists the help of a Centennial student to crack a two-year-old Parmigiano Reggiano wheel.

16 pizza JANUARY/FEBRUARY 2017

He was teased and pointed in the right direction. Extra virgin olive oil is near and dear to Gentile’s heart. “There are five times more varietals of olive than of grape,” he said, adding that he often uses olive oil for finishing a dish. Concerned about adulteration of olive oil and balsamic vinegar, he tries to do his part to promote authenticity by promoting a connection between the food, the chef and the customer. “I look for food that is taken care of by a person,” he said. Gentile recommended that purchasers ask questions until suppliers are forced to give an answer. An audience member wanted to know how to identify a quality ingredient. Gentile used the example of olive oil, which he said should name a cultivar, give a date of bottling and provide a producer’s name. However, you can bypass those criteria if it has a DOP stamp. In a well-attended afternoon session, Giovanna Varricchione and Joe Vacca from Jan K. Overweel delivered

a presentation on the properties of and requirements for designated Parmigiano Reggiano cheese. Some 600 factories produce Parmigiano Reggiano and some make as few as five wheels each day, Varricchione said. The designations DOP or DPO mean the product is controlled for consistency. You can control the process but not the taste, she said, because cows eat grass in the summer and hay in the winter. However, an authentic cheese will be consistent over several seasons. If milked in the fall, the cows yield a drier cheese; if milked in winter, they yield a sweeter and fruitier cheese. Producers have to flip the wheels manually every day, the creation of a 38-kilogram wheel can be a two-year process. • For more on trends and pasta tips from Italian chef Paolo Cacciani, visit www.canadianpizzamag.com

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marketing insights

Scared? Order a pizza Michelle Brisebois

have yet to meet anybody who won’t be glad to see the backside of 2016. The world appears to be scared and angry and – politics aside – to agree it’s time to drop the mic on this wacky year. Travel has been negatively impacted by social unrest and terrorist attacks. Investors don’t seem sure as to whether they are happily anticipating a Trump presidency or not. While many sectors are experiencing Mr. Toad’s Wild Ride as consumers run for cover, one industry seems to be on a roll: pizza. When the going gets tough; do the tough order double cheese? Few would argue that pizza falls squarely into the comfort food category. Comfort foods are typically warm, tasty and associated with fun social gatherings and family memories. When society is agitated regarding events real or imagined, sales of comfort foods rise. Food & Wine magazine reports that on election day in Chicago tikka masala, jalapeno cheddar poppers and chicken wings enjoyed strong sales; the day after the election, sales of comfort foods such as macaroni and cheese, cornbread, meatloaf and chicken wonton soup were in high demand. Analyst Chris O’Cull of KeyBanc reported to Forbes magazine in July 2016 that he believed the rise in pizza delivery “may be the result of consumers eating more at home amid the current political/ social backdrop, which we believe could last through the November election.” Putting their money (and their pepperoni, apparently) where their mouths are, Papa John’s stock was upgraded in July 2016 largely in response to what O’Cull saw as a consumer desire to eat at home more in reaction to global political and economical uncertainty. O’Cull upgraded

the stock to “overweight” from “sector weight” and raised his price target to $80, which Bloomberg confirmed was the highest among analysts surveyed. As the November election approached, the financial results proved O’Cull’s hypothesis had merit. Domino’s reported same-store sales (an effective way to measure true organic growth beyond simply opening new stores) to be up 13 per cent during the quarter versus the year-ago period. It’s important to note that the analysis leading to this hypothesis is rooted in the fact that pizza is not only a comfort food but also one that is easily delivered, cost effective and consumed in the home. It’s how consumers react to global unrest that creates trends for businesses to focus on. The Canadian arm of Ikea reports that sales are up 15 per cent between April and September over the same period of 2015. Ikea Canada president Stefan Sjostrand believes that Canadians are redirecting travel dollars towards renovations and redecorating. With terrorist attacks a prominent aspect of 2016, it would appear we’ve replaced the “Gone fishing” sign with one that says “I’ll be in my bunker.” Trend watchers refer to this behaviour as “entrenching,” or as futurist Faith Popcorn calls it, “cocooning.” Popcorn described cocooning as “insulating oneself from perceived danger.” However, when the term was coined in the early 1980s it also referred to homebound baby boomers caring for small children. There’s some of that at play here 30 years later too. So what’s a pizza operator to do with all of this? Step 1 is to ask “Is this a trend or a fad”? Trends are longer-term shifts and fads come and go quickly. Following trends leads to long-term success. Following fads leads to shorter-term

18 pizza JANUARY/FEBRUARY 2017

success. It would appear to be a trend as Echo boomer births peaked in 1990, meaning those Canadians will be starting families anytime now and for the next 10 years. Think about it – aren’t you going to more weddings these days? To thrive as a business in these conditions, you must have delivery and takeout. Have a solid product line that includes traditional items offering value for money. Not cheap necessarily, but fresh, well made and unique. Promote your delivery and takeout aggressively to stay top of mind when consumers want to eat in. Actively court families by offering kid-friendly products and personal-sized pizzas. As for your tone and manner around your marketing message, be authentic. The U.S. presidential election uncovered a public thirst for “telling it like it is.” Promote the fact that you’re local, a small business and invested in your community. Sponsor local teams, connect with good causes you’re passionate about and make sure your customers of all backgrounds and beliefs see that you’re doing your bit to make their lives easier and more enjoyable. It’s quite possible to make a profound statement without getting “political.” Pizza sales also increased this year because of a historic World Series, so remember that there are as many positive trends fuelling our success as there are trends of concern. We need to stay centred and positive. We’ve been here before. We’ve got this. But I do hope my favourite pizzeria delivers to quaint cabins in the woods without constant news feeds. • Michelle Brisebois is a marketing professional with experience in the food, pharmaceutical and financial services industries. She specializes in brand strategies.

Continued from page 15 usually has a drink or two and then we paint. Kisa leads us to create a painting for each event and everybody always leaves saying how much fun they had,” Cline explains. The event is hosted every two to three months in the restaurant’s lounge and averages about 22 participants, making for an intimate evening of creativity. By holding it on a Monday, Tuesday or Wednesday, Cline can fill her restaurant on an otherwise slow night. With a carefully planned budget that covers MacIsaac’s portion of the night, the food and a tip for servers and kitchen staff, Cline notes that it’s a very profitable evening. It also provides her with a rare opportunity to share her knowledge of food with her clientele. “This event is very unique because it gives me the chance for education-based marketing. It’s where I have time to explain for example that a three-litre tin of olive oil is the same price as a 20-litre tin of canola oil,” Cline says. After the first couple of events, Cline quickly discovered that streamlining ticket sales for the night was a must. She now uses Eventbrite, an online company that sells tickets and handles registrations so she and her staff can rest easy. Her advice for other restaurateurs planning a special event is simple: Be organized! “Understand that you’re inviting people for an experience, so make sure you know what experience you’re giving them prior to them arriving. Everything needs to be set up and in place.” • Julie Fitz-Gerald is a freelance writer and regular contributor to Canadian Pizza magazine.

HostMilano show to highlight restaurant products and trends showcase for equipment, coffee and food innovation will take place from Oct. 20 to Oct. 24, 2017, in Milan, Italy. More than 1,000 companies from 47 countries will exhibit their wares, which include baking, pizza, pasta and coffee products and equipment, HostMilano said in a news release. The 2017 show, held every two years, will focus on trends in the U.S., Canada and the Middle East. Areas include food-service equipment; bread, pizza and pasta; gelato and pastry; coffee and tea; bars, coffee machines and vending; and furniture and tableware. This year the show is providing an innovative training program called Obiettivo Apprendistato (Objective Apprenticeship) aimed at helping aspiring chefs attending hospitality schools enter the work world with greater qualifications. Young chefs will compete for apprenticeships in prestigious kitchens. Among events planned are the European Pizza Championship organized by Pizza e Pasta Italiana magazine, and the HOSThinking design award, which allows young designers to develop their projects “live” during the days of the show and offers manufacturing contracts to the 10 products judged most innovative. For more information, visit www.host.fieramilano.it.

PROFITS IN THE PIE Effective Marketing Tactics to Seize Your Slice of the $38.1 Billion Pizza Pie! • Learn marketing ideas that are tried and true – not wasting money, but making thousands of dollars • Learn to easily implemented marketing tactics – have an action plan you can act on, making you a local celebrity • Tweak ideas and make them your own – be the talk of your town with innovative ideas that generate free press Author Scott Anthony is recognized by the pizza industry as an Operator Expert and a marketing guru. Today he operates an award-winning pizzeria, Fox’s Pizza Den of Punxsutawney and he also does private consultation for operators around the country.

JANUARY/FEBRUARY 2017 pizza 19 Pizza Book Ad sept 13.indd 1

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Diane Chiasson

he winter months, especially just after the holidays, can be the most depressing time of the year. Research has shown that weather can have a great effect on the buying habits of consumers, with many restaurant and food-service operators reporting that bad weather usually comes with a decline in sales. The post-holiday months are also a time when people start their New Year’s resolutions, with the most common resolution being to lose weight. Restaurant owners and operators should consider the factors affecting their customers’ consuming habits during the winter and try to market with them in mind. Pizza operators, especially, can take the opportunity to grab this segment of the market by playing up home delivery and pizza’s status as a comfort food. The following ideas will help you battle the winter blues:

1. PROMOTE COMFORT The holidays are over, and we are now faced with cold, dark days for several more months to come. Consumers are looking for comfort. As a pizzeria operator, consider creating a comforting winter menu, with an emphasis on the word “comforting.” Adding a hot, Italianinspired vegetable soup to your menu can easily be done using most of the ingredients you already have on hand. Turn pizza dough into fresh, hot rolls that can be used to dip into the soup. Create winter pizzas that feature such comforting food items as roasted root vegetables, squash, caramelized onions, fennel, roasted pears and apples, and roasted tomatoes. Offer a pizza fondue that is fun and entertaining for your customers to

How to market to customers in the cold winter months order and eat. Be sure to also put more hot beverages on your menu, including ciders and hot chocolate.

your customers. Upload photos of fresh, steaming hot, delicious pizzas coming out of the oven. Offer special deals to encourage people to get out of their houses and come to your pizzeria.

2. RAMP UP YOUR HOME DELIVERY When it’s freezing cold outside, and cars are covered in a layer of ice, the last thing 5. NEW YEAR’S RESOLUTION PIZZA people want to do is go outside to get While many customers are seeking carbdinner. Pizzerias can get loaded, comfort foods, a leg up on competitors don’t forget about the by promoting delivery Consider creating many people who have service. Create a direct vowed to lose weight as a comforting mail marketing campaign their New Year’s resolution. for your area using the Consider adding a lowwinter menu, cold weather as an excuse calorie, healthy option to to call your pizza operation with an emphasis your menu that still offers to deliver a fresh, hot meal comfort, for example, on the word in minutes. Be sure to a thin-crust pizza with “comforting.” offer free delivery to sway low-fat cheese that is potential customers from loaded with vegetables, or ordering food from other a warm salad. delivery services. 6. MAKE YOUR PIZZERIA 3. GIVE OUT ‘SNOW DAY’ WARM AND COZY COUPONS People tend to hibernate during the winter Offer “snow day” specials to draw months, so why not create an environment more customers into your pizzeria. where your customers feel comfortable Create a marketing campaign that will enough to hibernate? Consider installing get consumers to choose your store an electric fireplace or bringing in comfy over anything else. For example, tell couches with pillows and blankets. Invest customers that if more than an inch of in some board games, magazines and snow falls in your area, you will offer a books. Turn your operation into a place discount on a pizza. your customers will find comforting to visit on a cold, winter day. • 4. USE MOBILE MARKETING Diane Chiasson, FCSI, president of Chiasson TO REACH OUT Consultants Inc., has been helping food service, During a snowstorm, most people are hospitality and retail operators increase sales for over bundled on the couch, scrolling through 25 years by providing innovative and revenue-increasing their mobile phones. People are also food service and retail merchandising programs, interior design, branding, menu engineering, marketing and more apt than usual to take to mobile and promotional campaigns, and much more. Contact social channels to monitor the weather her at 416-926-1338, toll-free at 1-888-926-6655 or and see how others are coping. Take chiasson@chiassonconsultants.com, or visit www.chiassonconsultants.com this opportunity to deliver a message to

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Giorgio’s corner

Making the most of the sports season Giorgio Taverniti

illions of people love watching sports. Rain or shine, winter or summer – the thrill of cheering on our favourite teams is contagious and during peak seasons even casual fans jump on the bandwagon. Depending on the month and the weather, the traffic a restaurant receives may multiply in the heat of playoffs or finals. So how do you prepare for the sports season and what you hope is a great winning streak for the home team? For me, organization, editing of my menu, strategic staffing, extended hours and social media marketing are key factors. First off, not every sport is for every person. Understanding your customers and recognizing which sports they will likely want to see is crucial in order to have a profit and not a loss. I’m in the heart of Corso Italia in Toronto, so right off the bat I know soccer is a giant sport for the area. We grew up watching every soccer game as a family or with friends. It’s an unwritten rule that you need to watch these games; it’s also a genuine happy feeling watching the team you favour win and celebrating that win with its supporters. As the soccer season nears, my patrons often ask me, “George, when are you bringing out the flat screen? Soccer season is around the corner . . . get on that.” I know they want to see the game, not at home but at my restaurant. I know the demand for watching this sport is there, and even though I’m not a pub or sports bar, I too want a piece of the “sports pie.” I want that increase in new traffic, I want to make my current customers happy and I love to watch, or at least listen to, the games with them. I don’t usually have a big flat screen TV in my restaurant;

however, I make this exception for the Euro Cup and World Cup soccer events as well as for the baseball season. I make sure I am prepared because I don’t want my regular patrons going elsewhere to enjoy a cold beer and great food. I also want to entice newcomers who would rather have gourmet pizza, pasta or good old-fashioned Italian food with their game over the typical bar food selection. Being ready for these events means bringing in a TV if need be, offering different menu items and keeping all items in stock. The next step is to know what to edit on your menu during the sports season. Having a smaller restaurant means I can eliminate items that take longer to prepare even on a regular day to ensure the steady flow of traffic and service never slows. Because my orders and traffic quadruple during this time, cutting down my menu is vital. In fact, I often create a special smaller menu for those events. I also add items I know will be more popular during this time, for example, a wider beer selection. During soccer events, I stock more European beers, and during the football and baseball seasons I add a local or new beer to my roster that I wouldn’t normally carry because the demand isn’t there. The subtractions and additions help me offer something new and ensure everyone receives their orders quickly. An increase in traffic means you need all hands on deck. Have more than enough coverage at all times. There is always something to do in a restaurant, especially when your traffic has multiplied. Prepare your staff ahead of time by letting them know you need

22 pizza JANUARY/FEBRUARY 2017

them for extra shifts. Tell them they may need to work beyond the normal hours for these events and that there may not be a time limit. When Italy won the World Cup in 2006, my staff and I stayed until the party died down. They agreed to this beforehand. Remember that not every game schedule will coincide with your time code or hours of operation. Your business hours need to be altered according to the game schedule. Lastly, market your business before and during these events. Social media is the easiest and greatest free marketing tool with the largest reach. The new changes you’re making for the events may not be known to all of your customers and possible newcomers. Posting on Twitter, Facebook, Snapchat and Instagram about what you are offering or gently reminding followers that you are open for these events keeps you in the game and ensures you are not overlooked as a dining or viewing option. Simply posting a photo of a pizza pie and a reminder of the game time really engages people. Throw in a video of the food being made with the team banner or logo in the background or even you wearing your favourite team’s jersey: this makes you relatable and memorable. Also, using the hashtags on social media can pay off as people that don’t normally follow you can see your post and image linked to the Jays game or Super Bowl event. It’s free marketing, so make the most of it to make game day a success. • Giorgio Taverniti owns Frank’s Pizza House in Toronto, which has been in his family since 1990. A graduate of George Brown College’s culinary management and Italian culinary programs, Giorgio helped found a popular pizza-making workshop at the college and ran it for three years.

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