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SWEET SIDELINES

How desserts can complement your pizza and bolster your sales

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CANADIAN PIZZA SUMMIT OCTOBER 15 2018

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Contact your local repesentative to arrange a demonstration MARITIME PROVINCES Flanagan Agencies, Inc. Moncton, New Brunswick 506.387.8757 Fax: 506.387.8750 sales@fai.ca

QUEBEC Distex M&M, Inc. St. Laurent (Quebec) 514.382.3620 Fax: 514.382.7837 info@distex.ca

ONTARIO Distex M&M, Inc. 905.565.5992 or 1-800.645-7324 Fax: 905.565.5992 info@distex.ca

MANITOBA and SASKATCHEWAN Simpson Wilson Ltd. Winnipeg, Manitoba 204.632.6941 or 1-800.342.3626 Fax: 204.633.9254 cam@simpsonwilson.com

ALBERTA Bert Johnson Ent., Ltd. (BJE) Calgary, Alberta 403.870.4763 Fax: 403.287.7788 Calgary: dave@bje.cc Alberta: erin@bje.cc

BRITISH COLUMBIA Distex M&M, Inc. Port Moody, BC 778.989.3620 cvandenhoven@distex.ca

Volume 24 Issue 3 June 2018

10 14

10 SWEET SIDELINES

How desserts can complement your pizza and bolster your sales

14 THE FIRE WITHIN

Volunteer firefighter Maurizio Mascioli has cultivated exceptional pizza and service at his cottage-country pizzeria

FACEBOOK ON THE HOT SEAT Recent events have resulted in changes to the platform’s business model and algorithms that users need to understand

22 STRETCHING FROM PREP TO PIE 22

How to stretch properly – your body, not your dough – to reduce work-related aches and pains

ONLINE

ABOVE: Desserts like these drool-inducing butter tarts can be a good income stream for your pizzeria. Find out how two operators marry savoury and sweet to keep customers happy and cash rolling in. See page 10.

DEPARTMENTS 6

editor’s desk

pizza bites

the pizza chef

Chef of the Year rules

making dough

recipe

guest column

DO LOYALTY PROGRAMS REALLY CREATE LOYALTY? Are your customers loyal to your program or loyal to your business? Customer service expert Shep Hyken looks at three types of loyalty programs – structured marketing strategies, relationship programs and membership programs – to determine their strengths and ability to keep your customers coming back. Learn more at canadianpizzamag.com.

CANADIAN PIZZA EXTRAS | B.C. bar and restaurant workers to get minimum wage hike; Pizzeria hit by three break-ins offers job to thieves … plus, the latest news and new products. canadianpizzamag.com

JUNE 2018 pizza 3

from the editor’s desk

The 411 on grains hen it comes to pizza, crust is king. With all due respect to signature sauce and premium toppings, I doubt I’ll get much argument from operators. But the latest pizza research backs up this grand claim. In the Canadian Pizza Consumer Trend Report, almost 60 per cent of respondents ranked dough/crust quality as first or second in importance. The report, released by research firm Technomic in late April, puts quality of toppings in second place, much lower at 36 per cent. So, we can say with confidence that pizza lovers look first and foremost for a crust that appeals. Because crust quality – including taste, texture and health benefits – is important to your customers, here’s some news you can share with those asking about your pizza’s health factor. New findings from a research project at the University of Saskatchewan suggest many foods made from enriched (also known as refined) grains as well as whole grains are important nutrient contributors to the Canadian diet. The project looked at the eating habits and health of 20,000 Canadian adults and children as found in the latest (2015) Canadian Community Health Survey (CCHS) by Statistics Canada. It found nearly 80 per cent of Canadian adults are not eating the current Canada’s Food Guide recommendation of six to seven servings of grains daily. It also found that, of the grains people are eating, enriched grains are giving them nutrition. “According to the CCHS 2015 data, refined grains are currently contributing 23 per cent of Canadians’ daily fibre, 40 per cent of folate and 31 per cent of the iron,” said lead researcher Hassan Vatanparast. The U of S project also suggests Canadians who eat grain foods in general have a higher daily intake of dietary fibre and nutrients such as folate, iron and some

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B vitamins, compared to those who do not eat grain foods. In fact, those who skip grains entirely may be at risk for these important nutrients. Could it be that in trying to be healthier, some of us have lost sight of the principle of moderation? We often hear about the benefits of whole-grain foods and whole-wheat bread, but the benefits of enriched grains, found in white bread and pasta, are less discussed. This finding is more than a grudging “better than nothing.” In a post-Atkins diet world, where carbs seem always on the defensive, it puts grains squarely back on the table as part of a healthy diet. But let’s not forget, a lot of people are interested in a healthier pizza crust. Almost one-third of customers aged 18 to 34 say they would eat pizza more often if there were healthier options available, according to Technomic’s research. “A variety of nutritious foods and beverages are the foundation for healthy eating,” the federal government advises in one of its new guiding principles for the inprogress update of Canada’s Food Guide. To help achieve this, Health Canada recommends “regular intake of vegetables, fruit, whole grains and protein-rich foods, especially plant-based sources of protein.” The new principles definitely promote whole grains, and there is a lot of evidence of their solid health benefits. But think of the new endorsement of enriched grains as balancing the overall picture. Look for more details of this study as they are released and more information on nutrition at canadianpizzamag.com. •

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June 2018, Vol. 24, No. 3 Editor Colleen Cross ccross@annexbusinessmedia.com 519-428-3471 ext. 261 Publisher Christine Livingstone clivingstone@annexbusinessmedia.com 519-429-5173 888-599-2228 ext. 239 Account Coordinator Shannon Drumm sdrumm@annexbusinessmedia.com 888-599-2228, ext. 219 Media Designer Brooke Shaw Circulation Manager Anita Madden amadden@annexbusinessmedia.com 416-442-5600 ext 3596 Group Publisher Martin McAnulty mmcanulty@annexbusinessmedia.com President & CEO Mike 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: 416-510-5187 • Fax: 416-510-6875 or 416-442-2191 Mail: 111 Gordon Baker Rd., Suite 400, Toronto ON M2H 3R1 Subscription Rates Canada – 1 Year $ 26.00 (+ 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@annexbusinessmedia.com Tel: 800-668-2374 No part of the editorial content of this publication may be reprinted without the publisher’s written permission. ©2018 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 | B.C. bar and restaurant workers to get minimum wage hike; Pizzeria hit by three break-ins offers job to thieves | FOR MORE pizza news, check out our website, canadianpizzamag.com

Canadian Pizza Summit set for October C

anada’s top pizza industry event has a new venue. You are invited to network, take in business seminars, enjoy delicious pizza and compete for a free trip to Las Vegas at the Canadian Pizza Summit and Chef of the Year Competitions on Monday, Oct. 15. Summit highlights: • An intimate, state-of-the-art location! Our Canadian Pizza Summit will take place at Faema Canada’s new showroom in Toronto, which is home to its Academy’s pizza, gelato and barista training. • Highly engaged suppliers available to share their industry know-how in a relaxed setting and demonstrate how their latest products and services can help you make more money. • Two Chefs of the Year! We’re giving top honours to two winners in their respective Traditional and Open divisions and taking both champs to Vegas to compete at Expo! See page 17 for details. • Canadian pizza market information to help you make informed decisions for your business. Attendees of the Summit get a preview of and exclusive access to Canadian consumer and industry survey results gathered by Canadian Pizza and millennial experts Abacus Research. Find out how you compare with other pizza businesses, what you can do to increase sales and what Canadian customers want from their favourite pizzeria! • Powerful education sessions aimed at solving your biggest pizza pain points. Our keynote speaker is Abacus Research CEO David Coletto, who will turn the key to unlock the millennial mindset. Other topics include a Pizza Property Talk by Dale Willerton of The Lease Coach and Finding Great Workers for Your Pizzeria. • The Great Pizza Box Fold-Off! • A fun charity auction! Win prizes while supporting Food Banks Canada! Visit canadianpizzamag.com/pizzashow to register for the show and competitions.

Half of Canadians crave authentic pizza: report early half of Canadians say they want pizzeria operators to offer pizzas that are more authentic, and just as many eat pizza to satisfy a craving, according to a new report from Technomic. Technomic’s 2018 Canadian Pizza Consumer Trend Report suggests 45 per cent of Canadians are looking for more authentic pizza. What’s more, 22 per cent of consumers are more interested in trying pizza with unique toppings or ingredients now than they were two years ago. Considering these findings, operators and their suppliers must stay innovative and keep exciting menu items in rotation while remaining authentic, the research firm said in a news release. But the meaning of “authenticity” varies by consumer: it could be anything from traditional pizza prep and ingredients to creating something entirely from scratch, the report suggests. Other interesting findings for pizzeria operators:

• 22 per cent of consumers overall and 27 per cent of consumers ages 18 and 34 would eat pizza more often if there were healthier options available • 31 per cent of consumers would like more restaurants to offer seasonal toppings • 44 per cent of consumers order pizza to satisfy a craving The report outlined customers’ feelings about the importance of a pizza’s elements: 1. Dough/crust quality 2. Sauce quality 3. Cheese quality 4. Quality of toppings 5. Quantity of toppings 6. Variety of toppings Technomic’s report compiles findings from more than 1,150 consumer responses, as well as menu and industry data from its Ignite database in order to help food-service operators and suppliers understand how consumer consumption, attitudes and preferences toward pizza are changing and to identify areas of opportunity.

JUNE 2018 pizza 7

pizzabites

Webinar offers ideas to boost sales I

n May, Canadian Pizza hosted an interactive webinar entitled “5 Ways to Boost Your Pizzeria Sales” and presented by “Pizza Chef” columnist Diana Cline. The session covered how to identify your pizzeria’s ideal customer and determine your Unique Selling Proposition. It also explored how to use psychology to win over new customers and tempt your regulars to try other menu items. The webinar is available to view on demand at canadianpizzamag.com if you register.

Foodborne illness could cost a restaurant millions, study suggests A

single foodborne outbreak could cost a restaurant millions of dollars in lost revenue, fines, lawsuits, legal fees, insurance premium increases, inspection costs and staff retraining, a new study from researchers at the Johns Hopkins Bloomberg School of Public Health suggests. The findings, which were published in the journal Public Health Reports, are based on computer simulations that suggest a foodborne illness outbreak can have major, long-lasting consequences regardless of the size of the restaurant and outbreak, Johns Hopkins said in a news release. According to the model, a fast food restaurant could incur anywhere from US$4,000 for a single outbreak in which five people get sick (when there is no loss in revenue and no lawsuits, legal fees, or fines are incurred) to $1.9 million for a single outbreak in which 250 people get sick (when restaurants loose revenue and incur lawsuits, legal fees, and fines). “Many restaurants may not realize how much even just a single foodborne illness outbreak can cost them and affect their bottom line,” says Bruce Y. Lee, executive director of the Global Obesity Prevention Center at the Bloomberg School. “Paying for and implementing proper infection control measures should be viewed as an investment to avoid these costs which can top a million dollars. Knowing these costs can help restaurants know how much to invest in such safety measures.” Foodborne illness outbreaks can be avoided in some cases by infection prevention and control measures, many of which may cost less than the outbreak itself. For example, according to the U.S. National Restaurant Association, a training program that focuses on basic food safety, cross-contamination, time and temperature, and cleaning and sanitation costs $15 for an online course per employee. Not allowing an employee enough time off work to recover from an illness also can lead to high costs. Study findings suggest a norovirus outbreak could cost a restaurant $2.2 million, far surpassing what it would cost to allow a sick employee enough time off to recuperate.

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Pizza Nova raises money for kids’ charity n Tuesday, May 8, more than 140 Pizza Nova locations hosted the company’s 19th annual That’s Amore Pizza For Kids day in support of the Toronto children’s charity Variety Village. Participating locations across Ontario sold medium pepperoni pizzas for $4.39 plus tax from 11 a.m. to 9 p.m., and Pizza Nova donated $1 from each medium pizza sold to Variety Village. The total raised this year was $118,602, Pizza Nova said in a news release. Variety Village seeks to provide an accessible facility, specialized programs, dedicated staff, and a community in which everyone is equal and welcome, to children living with physical and mental disabilities. “That’s Amore Pizza for Kids wouldn’t be possible without the thousands of customers who came out on May 8th to help us make a difference in a child’s life,” said the company’s president, Domenic Primucci. Over the past 19 years, Pizza Nova has raised over $1.4 million for the charity.

For more news, visit www.canadianpizzamag.com

the pizza chef

Diana Cline

money-back guarantee is a very powerful marketing strategy. Some of you may wince at the thought – give back money? You’ll go broke! But I ask you: what if someone had a bad experience with your pizzeria? They ordered ham and pineapple and you sent them ham and mushrooms, or vice versa. Or maybe your driver had to brake suddenly and the pizza went flying and ended up getting smushed inside of the box. Or what if the customer chose their own custom mix of toppings and didn’t like the taste? Wouldn’t you do whatever it took to make things right? Send them another pizza or give them a credit for next time? Most of you would. Declaring it to the public is like getting brownie points for breathing. People are creatures of habit; they could be ordering the same cardboardtasting pizza from a chain pizza place with crummy service for over three years – and you still have to give them a reason to try you instead. A money-back guarantee creates risk reversal for new customers. Having a money-back guarantee and advertising it is even better than any awards you could win. You are essentially telling your market that you know that every single pizza that you and your staff make is going to be a great pizza. That it’s worth the hard-earned money that your customer is choosing to spend with your establishment. That you stand behind your product AND your team that makes, bakes and delivers it. Most pizzerias and restaurants would remake a pizza or refund money for honest mishaps anyway. At Diana’s Cucina, we stand behind the quality of our products

The power of the money-back guarantee that with every other order there’s some sort of complaint, and we would resolve it by crediting the account. The follow-up order that’s redeemed on credit is perfect – no complaints. But then, on the next order that’s paid for, there’s a complaint. We’ve flagged a couple of regulars with a pattern like this one and watched closely. At some point, we’ll know it’s not us, it’s them, and then, like a bad relationship, we break it off with them. Like a problem employee who’s chronically messing up, we let them go. We politely tell them that we won’t accept their business in the future. And we won’t. Not everyone is our customer. This is a strong guarantee in place to and service and we have a money-back let our customers and potential customers guarantee. know that we stand behind the quality Money-back guarantee is like a magical of our pizzas and products with superior power card. Some of you may be thinking service. Our business is built on repeat about being taken advantage of, and, I business, a good reputation and good won’t lie, it’s a possibility. Studies show word of mouth. that out of 1,000 people, While we strive to about three of them will maintain excellence, try to take advantage A money-back we must all realize that and get “something for sometimes we do make guarantee nothing.” But the power of mistakes, and that it’s in the money-back guarantee our best interest to make it creates risk creates so much great word right, every time. • reversal for of mouth and so many good, loyal customers that new customers. Diana Cline is a two-time Canadian Pizza magazine Chef of the Year, you don’t need to spend a three-time winner of “Canada’s lot of time or energy on the Best Pizza Chef” at international pizza competitions, a judge for problem ones. Sometimes international pizza culinary we can’t really tell, so we competitions in Las Vegas, Italy and France, and a give them the benefit of the doubt and partner with Diana’s Cucina & Lounge in Winnipeg. offer to remake the order, credit their In addition to creating award-winning recipes, Diana is a consultant to other pizzeria owner/operators in account or refund their money anyway. menu development, creating systems to run a pizzeria It’s happened over the many years I’ve on autopilot, along with marketing and positioning been in business that we’ve identified a to help operators grow their business effectively and strategically. She is available for consulting on a limited handful of problem customers. These are basis. For more information contact her at repeat “order problem customers,” meaning diana@dianascucinaandlounge.com

JUNE 2018 pizza 9

cover story

Sweet sidelines How desserts can complement your pizza and bolster your sales BY JULIE FITZ-GERALD

10 pizza JUNE 2018

Photo courtesy Humble Pie Butter Tart Factory and Pizzeria

beautifully prepared sweet treat is not only the perfect way to round out a pizza order, it can also boost sales significantly. We’re not talking about days-old packaged cookies here – we’re talking handcrafted goodies made fresh daily that will have customers spreading the word on your behalf. Angie Risi, owner of Maria’s West Pizza Pasta Pastry in Brantford, Ont., knows firsthand the benefits that homemade dessert can bring to a pizza joint. Her cannoli are now as famous as her pizza, with each product attracting specific customers who, once inside the restaurant, find themselves unable to purchase one without the other. Risi’s idea to offer authentic Italian cannoli was sparked seven years ago when a friend ordered pizza from a chain and the delivery came with a little chocolate lava cake. “I remember thinking, ‘That’s kind of weird. A better pick would be cannoli.’ So I went home and made a dozen cannoli, put them on the counter the next day and they sold within a minute,” Risi explains. Despite their initial success, she wasn’t quite ready to bring them into the pizzeria full time. Instead, Risi rented a booth at her local farmer’s market where she sold various flavours of cannoli for $2 apiece. With 7,000 people venturing through the market every weekend, it didn’t take long for word to get out. “As far as authenticity goes, the Italian community said my Napoleon cannoli was the most authentic one they’ve ever had and there’s nothing like the Italian community to get the word out, for sure,” Risi says. She soon formed Solely Cannoli as its own separate business and continued on at the market for several years with great success. Then, in March of 2016, Risi decided that from an operational standpoint, it was time to bring her two loves together: pizza and cannoli in one location at Maria’s West. “I was a little nervous at first, because I thought the customers from Solely Cannoli wouldn’t come to the pizza shop. But they came and then they’d buy a slice.” The happy marriage has been working in reverse as well, with pizza customers initially purchasing one or two cannoli to try after their pizza, and then on their next visit buying a half dozen or dozen to complement their large pizza. Risi’s 40-seat, counter-service restaurant has enjoyed a 25 per cent increase in sales since her award-winning cannoli came on the scene. “The two items combined is incredible. I think there are some people that come just so they can buy the two at once,” Risi says. Production is now over 1,000 cannoli per week in various flavours including Sicilian (traditional ricotta cheese, chocolate chips, fruit and orange rind), Napoleon (Plain) with rum custard,

Michelle MacIsaac displays one of the made-from-scratch pies Humble Pie Butter Tart Factory and Pizzeria is known for. Other specialities include butter tarts and savoury and sweet buttermilk scones.

tiramisu, pie flavours like lemon, coconut and maple walnut, and seasonal favourites like pumpkin. Risi has weekly standing orders with local restaurants and caterers as well, noting that after her desserts are featured at weddings, sales increase like clockwork. “All you need is to have your business cards there on the dessert table and it spreads like wildfire.” Of course, logistically, Risi has had to make some changes in the kitchen to incorporate her desserts into the pizza business. With four hours per day spent handcrafting her cannoli in 20-count batches, it’s a time-intensive endeavour. “I have more staff handling the pizza side and I have one more cannoli roller to help me

Solely Cannoli features such tempting flavours as Sicilian, Napoleon with rum custard, tiramisu, and lemon, coconut and maple walnut pie. Photo courtesy Humble Pie Butter Tart Factory and Pizzeria

Desserts like these drool-inducing butter tarts can be a great income stream for your pizzeria.

because we bake all the cannolis on premises as well,” Risi explains. “The recipes are handmade from scratch and the cannoli, especially the cream, have to be made in small batches and there’s no going around that without compromising on taste. I haven’t found a solution yet to make them in bulk and frankly I don’t want to.” Looking north to the cottage country in the Muskokas, Humble Pie Butter Tart Factory and Pizzeria, located in Baysville, Ont., has been enjoying the happy union of pizza and dessert since 2011, albeit in the reverse order of Risi. Michelle MacIsaac opened the bakery first in April 2010 and introduced pizza the following year to appeal to a broader market during the winter months. Her idea was a hit. “It didn’t take very long for the pizza product to gain in popularity. It’s now 50 per cent of our sales,” MacIsaac says. Customers love her pizza product, which incorporates MacIsaac’s father’s sauce recipe. He acquired it on a trip to Sicily and used it in his own Toronto pizzeria, Pizza Inn, when she was growing up. “We’re finding it’s a very good solution for families. We can offer a variety of pizza products at a reasonable price and then they have the pizza and dessert in one stop. We have people come in for the bakery, they see the pizza, and then start to buy the pizza products. And it works in the reverse now, too,” MacIsaac explains. As a take-out only, retail location, Humble Pie employs up to seven people during the busy summer months when cottagers descend on the sleepy village. The bakery side of the business is

Angie Risi of Maria’s West Pizza Pasta Pastry displays an inviting tray of cannoli that includes Sicilian, Napoleon with rum custard, tiramisu, and pumpkin varieties.

known for its made-from-scratch pies, butter tarts, giant cookies, and savoury and sweet buttermilk scones. MacIsaac ensures all the baking is done by noon, at which point she can turn up the ovens and begin her pizza offerings from noon to close. The ingredients for her pizzas often inspire fun new recipes for her quiches and meat pies, showing how the bakery and pizzeria work together to fuel creative products that keep customers lining up for more. If you’re thinking of adding a dessert offering to your pizzeria, MacIsaac recommends doing some research before jumping in: “I would say look for a baked good product that appeals to a broad market and discuss it with your customers. I don’t think it necessarily needs to be Italian, it just needs to appeal to your demographic, your customer base. It’s about creating a one-stop shop for your customers, which is going to boost sales.” Risi agrees, noting that once you decide on a product, you have to ensure it is top-notch. “It has to be authentic. It has to be a great-tasting product. As long as you can do that, it doesn’t necessarily matter what you’re making. And you have to love what you do at the same time. If you don’t love what you’re doing, it comes through in the taste as well.” As Risi puts it, dessert is the last thing your customer is going to eat that day; it’s up to you to make sure it’s something great. • Julie Fitz-Gerald is a freelance writer and regular contributor to Canadian Pizza magazine.

JUNE 2018 pizza 11

profile

The fire within Volunteer firefighter Maurizio Mascioli has cultivated exceptional pizza and service at his cottage-country pizzeria – with great results BY COLLEEN CROSS

he uniqueness of Maurizio Mascioli’s pizza has made his season-driven shop popular with locals and a must-do for visitors of Parry Sound, Ont., and surrounding area. Cultivating exclusivity is one way an independent pizzeria can be successful in a competitive market, Mascioli tells me during a conversation that covers awardwinning pizza, smart marketing and – intriguingly – firefighting. But let’s start at the beginning of his unique pizza journey. Eight years ago, he moved from his hometown of Vaughan, Ont., more than two hours’ drive north to an area favoured by cottagers – a step that had nothing to do with pizza and everything to do with another passion. He loved his work as a volunteer firefighter and wanted to do it full time. Once settled in at the department, he decided to get into the restaurant business. But Mascioli didn’t always specialize in pizza. Before opening Maurizio’s, the young entrepreneur sold sandwiches, pasta, calzones, fries and pastries at his shop in Parry Sound. As he puts it, the glamour faded: He didn’t have the traffic needed to sustain the business, and some ingredients were spoiling because he had to keep too many on hand to support the broad menu. In 2013, he turned his focus to pizza. But he wanted to stand out from the crowd. Maurizio Mascioli displays his Great Canadian Apple Cheddar Bacon Pizza, a tribute to Canada 150 that won the Seasonal Pizza Challenge at the Canadian Pizza Show in 2017.

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“I wanted to bring wholesome mom-and-pop service to a place like to do a skeleton week and our busiest days are Thursday, Friday and Saturday.” The slowdown gives the not already inundated with fast food. I wanted to team a break and lets Mascioli compete in events be the “pizza master of northern Ontario,” he says. At Maurizio’s, they no longer serve sandwiches, His best ‘high- and work on the business. Staying open at least three days all year long fries, or calzones, unless it’s for a catering job calibre’ pizzas lets them accommodate customers year round. booked in advance. All they do is make pizza, and “We don’t want to close but we don’t want to be by all accounts they do it well. are played open a full week and lose money, so we have to It was an Italian recipe from his mom, Sina Mascioli, who hails from Trapani in Sicily, that up, priced at a take the lesser of two evils,” he says. During the peak summer rush, fans of started the dough ball rolling. premium and Maurizio’s pizza sometimes have a long wait. A Mascioli took classes at the School of Italian lot of people order on Thursday for a pickup on Pizza in Toronto, perfecting the treasured recipe offered for a Friday to so as not to be disappointed, he says. On along the way. But not everyone in Parry Sound limited time. Fridays they are often booked solid by noon. was familiar with thin-crust Italian pizza. To get The 500-square-feet shop is “bursting at the the word out, he ran a promotion through the seams,” Staff consists of Maurizio, Sina and two local radio station and online. His “Perk at Work” part-time employees. Sina assembles the pizzas. invited businesses to get in on a draw to receive pizza and coffee delivered to their workplace by a radio station “She likes to put her touch on each one,” he says. Mascioli bakes, oversees staff and serves customers. “The final product always rep every Friday. It was a success. “We did that all year long. We also did fundraisers and goes through my hands. It’s about accountability,” he says. community work,” says Mascioli, who has three times won a IN PERSON MEANS PERSONAL chamber of commerce for his outstanding customer service. Although Maurizio’s makes only pizza, it makes a wide variety Although the business could make more money doing delivery, of pies, all of which require hours of research and development Maurizio’s does not deliver. That is a deliberate choice, as is and sometimes up to 30 versions before gracing the menu. His best “high-calibre” pizzas are played up, priced at a premium and offered for a limited time. These include pizzas that won him accolades in the Canadian Culinary Federation (Toronto branch) competition and the International Pizza Championship in Bucharest, Romania, where last March he won the Gold Cup Master Chef and gold and silver medals. Mascioli’s Great Canadian Apple Bacon Cheddar Pizza, which won the Seasonal Pizza Challenge at the Canadian Pizza Show in 2017, is a go-to pie almost as popular on the menu as the perennial pepperoni. The veteran competitor shared insights on Manufacturers and Distributors of Italian how he developed this culinary tribute to Canada 150, or the Specialty Cheeses and Food Products 150th anniversary of Confederation. In particular, he wanted to make a pizza that was both sweet and savoury – not a dessert pizza: “So we thought, “What fruits go well together? What fruits will caramelize and not make the pizza too soggy? With a thin-crust pizza you can’t be soggy or it makes a mess in your oven.” He also wanted to get more crunch than the bacon provided. Pecans fit the bill nicely. (See page 24 for the recipe.) The win seems fitting given that Maurizio’s is a seasonal operation. Parry Sound is a town of 6,000 people most of the year – and 140,000 in the summer months. To meet the high demand, the pizzeria operates full time five days a week starting in April and runs at full tilt from 12 to 8 p.m. (or later) from June to Thanksgiving. July and August, as you would expect, are its busiest months. “We like to use high-quality, fresh ingredients all the time,” he says. “I can be open longer and more days [in the summer] and go through my ingredients faster so everyone gets the best gaylea.com • 1-800-268-0508 • salernodairy.com possible ingredients all of the time. In the shoulder months, we

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profile prize and everyone makes a purchase. They use social media blasts to promote the event. THE FIREFIGHTING CONNECTION Mascioli’s first vocation and passion – firefighting – helps focus his business concept and influences his day-to-day operations. As a volunteer firefighter, he is on call 24-7 and responds based on the severity of the call and also his availability. Having more than 30 firefighters on the force allows for that flexibility. At Maurizio’s, they need at least two staff on duty at all times, so he leaves the pizzeria only if there are enough staff on hand. For important calls, he closes the pizzeria, something he has done only three times. Mascioli shares an unofficial firefighting creed that helped shape his Maurizio’s is a popular stop for locals and tourists to Parry Sound in Ontario’s cottage business concept. “If you’re going to do country, where the population bulges from 6,000 to140,000 in the summer months. something, ensure you do it exceptionally well, or don’t do it at all, because your life may depend on it,” he accepting only orders made in person or by phone. “If we delivered, I would want to deliver every pizza in says earnestly. “I’ve taken that idealism and I’ve brought it to my business. person – you know what I mean,” Mascioli says. He prefers to keep the personal touch by talking with customers and by That’s one reason we only make pizza.” The all-hands-on-deck attitude of volunteer departments has making sure they have a pleasing experience. Chatting with the owner, watching the pizza being made and smelling the influenced his cross training of staff. “I give a lot of respect to the fire department and their structure. With a full-time [paid] fire aromas are all important elements of that, he adds. “We always open the pizza box in front of the customer,” department you have dedicated firefighters who do a certain function. he says. Part of this strategy is psychology, and part is to keep They may do multiple functions, but typically you’re always looking to run a ladder truck, or you’re always on the hose line, or you’re on the business accountable. “People see the pizza as it should look, smell,” he explains: auto extrication or hazardous materials – that’s all you do, day in and “It’s about the aroma and the beauty of the pizza. It’s a five- day out, and you are the best of the best of that function. “In a volunteer department, we don’t have the luxury of second ritual that can eliminate disappointment – in case we miss something.” He invokes firefighting imagery: if you notice having 500 firefighters: we have 30. And we don’t know who’s a problem at that point, “you’ve caught a fire before it happens.” going to arrive or who’s able to respond. So everybody knows “Exceptional” is a key word found on his website to everybody’s job.” “I’ve taken that approach to my restaurant. Everyone knows the express the uniqueness of the pizzeria’s products and service. He encourages his staff to provide what he calls exceptional front end – how to assemble a pizza, how to stretch the dough, service by empowering them to go the extra mile to make a how to bake it, how to box it, how to greet the customer properly, customer happy. He tells of a customer who spilled his pop on how to take orders, how to modify orders.” Another way he combines the two passions is by offering the way out the door. His employee didn’t miss a beat, going to the cooler to get him a new one. “I want that from my staff,” police, fire, emergency medical services, the military and other first responders a 15 per cent discount by simply being in uniform or he says. They will add a missing topping, bake the pizza again or – showing their ID. “Whether you’re active or retired, it’s always in if the customer can’t wait – give them a free pop or gift card. effect. It’s our way of saying thank you for what they do,” he says. Topping the list of other people Mascioli wants to thank are That way, they leave on a neutral note and not a negative one. “You get a second chance,” he says. “It’s important that as a his girlfriend, Sandra Porretta, and his parents, Sina and Lelio, who together provide a great support system and are part of this customer you leave happy.” Masicioli also likes to reward the people who are already independent operator’s success. He encourages others to persevere customers. One way he does this is through a one-day event and pursue their dreams. “You have to educate yourself. Find the answers. Keep to your when he fills a basket with gift cards for $5, 10, 20 50 and 100. Every customer gets to draw from the basket, everyone gets a vision,” he says. “It will take you where you want to be.” •

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chef of the year

Calling all pizza makers and box folders! Bring your best pizza-making and box-folding skills to Canadian Pizza Chef of the Year competitions!

n Oct. 15 we will crown two Chefs of the Year! We’re giving top honours to two winners in their respective Traditional and Open divisions and, of course, taking both champs to Vegas to compete at Expo! For those who prefer not to step into the kitchen that day, there will be tasting aplenty and the Great Pizza Box Fold-Off! See details and rules below and at canadianpizzamag.com/pizzashow/event/compete. IMPORTANT! WHAT’S NEW THIS YEAR? Those who have won first place in the last three years may not enter Chef of the Year. Two Chefs of the Year – a Traditional and an Open – will be crowned and each win $500 THREE WAYS TO COMPETE! 1. Chef of the Year – Traditional (18 years and up, 12 spots available, *individual competitors must choose one division or the other) 2. Chef of the Year – Open (18 years and up, 12 spots available, *individual competitors must choose one division or the other) 3. Great Pizza Box Fold-Off (14 years and up, 10 spots available) CHEF OF THE YEAR WHO CAN COMPETE? Open to owners and employees of Canadian foodservice operations who are 18 years of age and older. IMPORTANT: Those who have won first place in the last three years may not enter Chef of the Year.

WHAT’S AT STAKE? (ASIDE FROM MAJOR BRAGGING RIGHTS) Winner (Traditional): $500 to spend in Las Vegas where you will have just won a free trip to compete in the International Pizza Challenge at Pizza Expo 2019. Canadian Pizza magazine will be featuring you on the cover! And of course, an award to display proudly in your pizzeria. Winner (Open): $500 to spend in Las Vegas where you will have just won a free trip to compete in the International Pizza Challenge at Pizza Expo 2019. Canadian Pizza magazine will be featuring you on the cover! And of course, an award to display proudly in your pizzeria. Second place (Traditional), second place (Open), third place (Traditional), third place (Open): An award to display proudly in your pizzeria. All chefs: A plaque to recognize your participation in Chef of the Year.

it contains too many toppings or impermissible toppings. - OR OPEN: Competitors may enter a pizza with any combination and number of toppings they choose. Crust may be traditional, or deep-dish. Imagination is your only limit.

WHAT DETAILS DO I NEED TO KNOW? First, choose the division you would like to compete in. *Individual competitors must choose one division or the other.

I REGISTERED… NOW WHAT SHOULD I BRING? We will supply limited refrigeration space (competitors are advised to bring ingredients in coolers), ovens, stainless steel prep tables, pizza wheels, ladles, pie server, rubber gloves if desired, paper towels, hand wash station, spray cleaner. Competitors need to bring ingredients for two (2) pizzas (minimum 12-inch), pizza peel, pans or anything specific to your pizza at the prep or bake stage, a probe thermometer if required, a presentation plate, any other items not listed on the Canadian Pizza supply list that you may require.

TRADITIONAL: Competitors provide the dough, cheese/cheese blend and spices. They must use a red sauce. No more than two (2) of the following toppings may be added: pepperoni, sausage, bacon, ham, mushrooms, peppers, tomatoes, onions and olives. Please note that different varieties of these toppings will constitute only one (1) topping. A drizzle of extra-virgin olive oil after baking is acceptable; no other drizzles are allowed. A competitor’s pizza will be disqualified if the judges decide

NOTE THE FOLLOWING: • A maximum of 10 spaces are available in each division. • Entries are accepted on a first come, first served basis. • Each division contestants will have the same amount of time to prepare, bake and present their pizzas. • TIME: Competitors must report to the Competitor Prep area at least 15 minutes before their start time. Competition prep and presentation times will be emailed to competitors a week prior to the competition.

CONTINUED ON PAGE 24

JUNE 2018 pizza 17

Facebook on the hot seat Recent events have resulted in changes to the platform’s business model and algorithms that users need to understand BY MICHELLE BRISEBOIS

f information is power, and data is information, then we’re all euchred. Alexander Nix, CEO of data research firm Cambridge Analytica, is quoted as saying, “Today in the United States we have somewhere close to four or five thousand data points on every individual . . . . So we model the personality of every adult across the United States, some 230 million people.” If the name Cambridge Analytica rings a bell, it’s because it is directly connected to major criminal investigations currently underway in the U.S. and the U.K. The company used data obtained under hazy conditions to potentially manipulate the course of history. Facebook, by association, ended up squarely in the pot. In terms of social networking and social marketing, Facebook is the “elder statesman.” The platform boasts one billion daily users and two billion monthly users. It has a wide appeal to both genders with 83 per cent of women and 75 per cent of men using the platform. The majority of all age groups from 18 to 65+ are on Facebook. With an appeal that broad, it’s safe to say that Facebook should be a key part of your digital marketing strategy. But what should we make of this scandal?

THOSE PESKY FACEBOOK QUIZZES While investigations are still underway as of this writing, we know that Cambridge Analytica used an app that administered quirky Facebook quizzes to collect data. The quizzes might tempt you with headlines like “Sex Compass” but were actually based on welldocumented scientific research. The quizzes were able to segment people based on their personality scores and accurately target those Facebook profiles most likely to be swayed by messaging designed to impact the Brexit vote and the U.S. election. The quizzes hit Facebook in 2014 and were shut down by Facebook later that year when the company realized that Cambridge Analytica and other such apps were actually harvesting data. If you’re silently congratulating yourself because you were smart enough not to fall for any of those quizzes, here’s the thing that makes one’s blood boil: it doesn’t matter. If your cousin Larry took a quiz and you are his Facebook friend, your data may have been “scraped” along with his by virtue of your connection to him. The political aftermath of this scandal has caused Facebook to do some serious navel-gazing with regards to its responsibility to those who use the service and those who benefit from the data and pay

In terms of meaningful engagement, obtaining comments and shares tops the list while “likes” are much less important.

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feature the bills. These developments won’t cause a mass exodus from Facebook: we’ve come to rely on the platform too much. They have, however, resulted in some changes to Facebook’s business model and algorithms that as users of the service we need to understand. FACEBOOK GOES BACK TO BASICS Facebook began as a service to connect people with each other on a personal level. As the company looked for ways to make money, it had a choice: to charge a fee to those of us using it for personal interactions or to continue to make it available for free but sell advertising services to companies eager for access to users. It chose the second option. No big deal. It wasn’t a new concept: television and radio have been doing it for years. There was a catch, however. TVs and radios were strictly a broadcast medium where audiences were largely anonymous. The intimacy of Facebook’s platform combined with the wizardry of technology turned broadcasters into eavesdroppers on our most intimate conversations. Those conversations became powerful data that allowed people in search of political control to target all of us with messaging designed to play on our fears and desires. THE DOUBLE-EDGED SWORD OF DATA MINING Facebook changed its algorithms in January 2018 to favour personal engagement and connections over pages and news feeds. The local news outlets that had relied on the platform as a promotional vehicle have seen a drastic reduction in their engagement. Facebook has and continues to be a very appealing and effective vehicle for business advertising for companies of any size or budget. As a small business you can buy ad space on Facebook and build a Custom Audience that is truly predisposed to be more interested in your product or service than a random audience is. You can identify a profile that you build based on age, gender, interests and location or let the Facebook algorithms create a profile to mimic a list of your existing customers. You simply import your customer email list and Facebook will find a whole bunch of new people who “look” just like the folks who already love you and buy from you. Facebook pixels can be embedded strategically on your website to build you an audience of people who visit your website and look at certain products or services but don’t take any action. If I look at the new deep-dish pizza on your menu and then leave your site, an ad for that same pizza can pop up on my feed the next day. The irony in all of this is that we as advertisers are also using information obtained covertly to nudge a customer in a direction that benefits us. There is also a distinct possibility that because of the Cambridge Analytica scandal, in the near or distant future, being able to target messaging with data obtained this way may come under stricter regulatory constraints. For small businesses, it’s important to know what role Facebook should play in a long-term marketing strategy.

social media channels, and given the size of its audience, it remains a solid place to spend some time and marketing dollars. The Facebook Live feature allows you to create short live videos that can be used to feature a new menu item coming out of the oven or a tour of your restaurant all decorated for an event. In terms of meaningful engagement, obtaining comments and shares top the list while “likes” are much less important. Likes are referred to often as “vanity metrics” because people boast about them but the “drive-by” nature of the engagement isn’t as meaningful as taking the time to comment or share with your friends is. Facebook Live videos are rising in the engagement ranks faster than other types of posts. Locowise reports that the average video post in April 2017 reached 12.05 per cent of the total page audience, just ahead of photos at 11.63 per cent, links at 7.81 per cent, and status updates at only 4.56 per cent. Videos also had the most profound engagement. It also would be wise to diversify your digital footprint. Don’t forget about tools like Trip Advisor, Yelp, LinkedIn and blogging. Instagram is great to target twenty-something females but is also owned by Facebook. Facebook can change its algorithms or be forced to at any time and you wouldn’t want to have all of your digital eggs in one basket. • Michelle Brisebois is a marketing consultant specializing in e-commerce and digital content strategy and retail/in-store activation. Michelle has worked in the food, pharmaceutical, financial services and wine industries. She can be reached at michelle@textrixconsulting.com.

WHAT’S AHEAD FOR FACEBOOK ADVERTISERS? Diversification is the best course of action. Marketing isn’t an expense: when done properly it’s an investment that should pay back any costs with increased revenue that continues to build. Facebook has the broadest appeal across genders and age groups of any of the

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making dough with Diane

How to design and build your website Diane Chiasson

esigning a new website for a small pizzeria can be overwhelming. You might be wondering what to include on yours. There are many elements to designing a beautiful, professional and secure website, and one of them is to make sure that your website is customer-friendly. Make sure you use easy-to-understand and logical names for the various pages (navigational buttons) of your website. Above all, make sure it matches the look and feel of your overall brand. Your domain name (URL) should include just your pizzeria business name; don’t make it complicated, keep it simple. I always recommend the .com domain to my clients as customers usually type that extension when they enter a web address. I also recommend avoiding dashes and numbers, which may confuse your customers. Don’t mess around with hosting, but it is imperative that you have a secure, trustworthy hosting company, especially if you accept online credit card payments. Having your online information hijacked would be your worst nightmare and could potentially cost you customers. Here is a list of important information that should be included on your website.

BUILD AND DESIGN A MOBILEFRIENDLY WEBSITE Mobile is changing the world. Restaurants are the single most popular search on the mobile web. Over 80 per cent of mobile phone users and tablet owners use their devices to search for local restaurant information. Since most consumers today own multiple devices for accessing the internet, it is difficult to predict which device they will be using to visit your website. Your website should be readable

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Having a mobile-friendly website isn’t just good practice – it’s a prerequisite.

on any handheld device. Having a mobilefriendly website isn’t just good practice – it’s a prerequisite. A few years ago, mobile overtook desktop as the primary device for people searching the net. This is the first time in history, that mobile has exceeded desktop internet use. Today, everyone has a smartphone and they are constantly looking for information. Designing for the web then meant designing for a computer, now your pizzeria needs to build a mobileresponsive as well as a website optimized for any device with an internet connection, that is, smartphones, tablets and laptops. Don’t forget that Google is giving preference to websites that are responsive or mobilefriendly. ESSENTIAL ELEMENTS OF A GOOD WEBSITE Homepage (first page) – Your website is your first impression on a customer. This is the page most of your customers and potential customers will see first. You should have a highly esthetically pleasing, concise and short-to-the-point homepage. Don’t make it content-heavy as less than 30

per cent of visitors actually read homepage content. Make sure your content is original and well written. This is your “pitch sales” page: it should give a brief overview of who you are and what you do, a brief description of your pizza, other food products and services, and a summary of visitors can find on your site. About us – This is a very important page. Your community wants to know who you are, why they should buy your pizza and services and/or simply trust your pizzeria. Your potential customers may want to learn a bit more about you and also something about the employees who are behind your company. Give your site a personal touch by always including fresh content, your profile and background, and also a profile and a picture of every staff member who works at your pizzeria. Tell them how you got started, how long you have been making pizza, and what your favourite pizza toppings are. Your customers will connect best with you when they can relate to your story. Break things down into short paragraphs, use bullet points, and highlight important words or phrases.

Menu / food products / services – It’s no surprise that a site like Pinterest is so successful. Consumers can quickly scroll through hundreds of beautiful food photos. Through great images, visitors to your site should be able to ﬁgure out right away what your pizzeria does. If you can afford it, use a professional photographer or take an online video course on how to take excellent food photos. Pictures coming from the latest iPhones are pretty amazing. This is where you want to show off your pizza, toppings, salads, desserts, drinks, etc. You need to post your menu with some high-quality photos of your pizza and toppings, including short descriptions in order to delight and tantalize potential clients. In the end, simplicity, basic colours and elegance are your best bet. A tip: When making your pictures, save them as the lowest size possible. Save them as “web” sized but at the highest quality you can. Your website will load a lot faster and you will have happy customers. Customer testimonials / product reviews – Show off your customer testimonials. Honest words from other customers will make your pizzeria products or services more tangible to potential customers who are visiting you online. Always include positive comments from your current customers. These testimonials will help show you are trustworthy, reliable and offer some great food and services. Where possible, include a

How many years have you been in business?

What kinds of articles would you like to see more of in Canadian Pizza?

sentence or two, accompanied by photos and the name of the customer. This will add authenticity to each testimonial. Just remember that people love to hear stores from real people. Contact us – You wouldn’t want to lose a potential customer to a competitor just because you made it difficult for them to get in touch with you. You should let your customers know exactly how to reach you. Include contact details in as many places as possible. Make it easy for your customers to contact you. Highlight your complete physical mailing address, including postal code and city. You should also include your phone number, email address, website address, any social media profile links such as Facebook, Twitter, Pinterest, Instagram, etc., and your pizzeria business hours and directions. Keep in mind that your website is your first impression on a customer. Making it mobile-friendly and paying attention to all of its elements will help customers find and interact with you online. • Diane Chiasson, FCSI, president of Chiasson Consultants Inc., has been helping food service, hospitality and retail operators increase sales for over 30 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, toll-free at 1-888-926-6655 or chiasson@chiassonconsultants.com, or visit www.chiassonconsultants.com

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JUNE 2018 pizza 21

feature

Stretching from prep to pie How to stretch properly to reduce work-related aches and pains BY CHRIS SEMENUK, REGISTERED MASSAGE THERAPIST

n my experience as a registered massage therapist (RMT), I have seen many people with aches and pains from all walks of life, particularly those with highly physically demanding jobs. Many of these pains can be preventable with just a little bit of time dedicated to preparing the body for the tasks it is about to do. Stretching is important, which probably comes as no surprise. What is a surprise is that many seem to “get it wrong” when getting themselves ready to work. This article will explain how to stretch properly and how stretches will help you reduce work-related aches and pains.

STRETCHING 101 There are two basic types of stretches. Static stretching is when you hold a position for a set period of time, while dynamic stretching is when you continue to move through a stretch. Dynamic stretching has been shown to have the greatest benefit for avoiding aches and pains, but it is suggested to use both together. STATIC STRETCHES Static stretches need to be held for only 20 seconds to accomplish their goals. I would suggest doing two to three sets of 20-second holds, stretching the muscle groups that tend to give you the

Photos by Chris Semenuk, RMT

Left to right: Hold your arm out straight in front of you, bend your wrist with your fingers pointing downwards and with the opposite hand pull back on the hand of the arm you are stretching. Bend your wrist the other way with your fingers upwards and pull the hand back towards you again.

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Chef technician Dominic Semenuk demonstrates the dynamic arm stretch. Dynamic stretches are used to mimic the task you are about to do, but without the resistance or weight of the real task.

most hassle at the end of the day. When holding, try to stretch the movement will prepare your muscles and joints so that you feel muscle so that you can feel the stretch, but not to the point where fewer aches and pains when you’re done. it feels painful. A painful stretch can actually have a negative efThis type of movement can be done for any of your muscles and fect, causing you to tighten up as your body tries joints. For example, if you are going to be lifting to fight being over-stretched. and moving big boxes or containers, you should Try stretching the forearm muscles prior to any Static stretches get your knees and back ready for the lift. Go from specific work such as knife use, kneading of dough, standing straight, to bending the knees to standing need to be carrying heavy containers or other similar tasks. straight again for 30 seconds. Try and bend more Hold your arm out straight in front of you, bend each time, getting closer and closer to the floor to held for only your wrist with your fingers pointing downwards get those joints ready to lift heavy items. 20 seconds and with the opposite hand pull back on the hand At periods throughout your shift, and espeof the arm you are stretching. You should feel this cially when getting back from a break, repeat the to accomplish stretch in the muscles on the top of your arm. Hold key stretches for what you will be doing. Going their goals. this for the 20 seconds, and then bend your wrist through the ranges that go beyond your working the other way with your fingers upwards and pull zone will help even more to prevent the aches at the hand back towards you again. Repeat this twice the end of the shift. and then change arms. That is all there is to it! PAIN RELIEF DYNAMIC STRETCHES If you’re feeling muscle and joint soreness, applying heat can help Dynamic stretches are used to mimic the task you are about to relieve some pain. If using something like a beanbag or heating do, but without the resistance or weight of the real task. This gets pad that covers a specific area, 10 minutes of heat should be your muscles used to the movement and builds up tolerance for enough to accomplish things. But if you’re having a hot shower, the bigger task of actually moving items and using equipment. then let the water run over the sore area for about 20 minutes. If your hands and arms will be moving all over the place to Massage therapy can help get to the areas and the deeper parts knead dough, grab and twist a ladle, and throw toppings on the of the muscles that you just can’t do yourself. It can help increase pie, then making circles with the shoulder, elbow, and wrist joints strength, improve function and reduce pain. Don’t try and work will be beneficial. These circles can be done all in one movement, through the pain, as that will make things worse. and without any equipment or resistance. Just wave them about Your body will tell you when it needs help. Don’t ignore it: it in the air in front of yourself for 30 seconds. The circles can get knows what it is talking about. • gradually larger as you progress through the 30 seconds. The goal is to get to a range that is larger than the range you will be using A massage therapist in London and St. Thomas, Ont., for 17 years, Chris Semenuk, RMT, has been involved in the profession as a professor, program creator, Pan-Am for the task. If you work in an area that requires you to move lead medical professional, and head RMT for Western University track and field and your shoulder 45 degrees to each side, then do the circles to 60 cross-country. Prior to this Chris was an internationally competitive track athlete and degrees or more. This will make it easier for your body to get to an 11-year grocery store employee. For more information, visit lifemark.ca/WortleyVillage (London) or lifemark.ca/5th-And-Dunkirk (St. Thomas). that 45-degree mark when you’re actually doing the task. This

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recipe

Calling all pizza makers and box folders! CONTINUED FROM PAGE 17

Great Canadian Apple Bacon Cheddar Pizza By Maurizio Mascioli The Great Canadian Apple Bacon Cheddar Pizza celebrates Canada’s 150th birthday. This craveable pie won the Seasonal Pizza Challenge at the Canadian Pizza Show in 2017, According to chef Maurizio Mascioli, much research and development went into this pie, which is a popular item on the menu at his pizzeria, Maurizio’s Inc. As a result, every milligram matters and amounts are exact. Mascioli and his team created more than a dozen variations before settling on the final version he took to the competition. INGREDIENTS • Brown sugar • Sliced apples • Cheddar cheese • Bacon • Pecans • Maple syrup TIPS • • • •

Add brown sugar to a butter base to create body. Layer the cheese and apple. Be careful not to add too much cheese and risk scorching the pizza on top. Finish by adding a drizzle of maple syrup.

Maurizio Mascioli owns and operates Maurizio’s Inc. in Parry Sound, Ont. He won the Canadian Culinary Federation (Toronto branch) competition in 2017 and has twice competed in the International Pizza Championship in Bucharest, Romania, where last March he brought home the Gold Cup Master Chef and gold and silver medals.

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WHO WILL JUDGE MY PIZZA? The judging panel will be made up of impartial culinary experts that may include chefs, food critics and pizzeria owners. The judges’ names and biographies will be published in advance. HOW WILL MY PIZZA BE SCORED? Pizzas will be scored on crust (texture, flavour, appearance, crumb, etc.), toppings (do the flavours complement each other? Bland, strong, appetizing, correct preparation, etc.), creativity (innovation in ingredient preparation and use, wow factor), bake (not burnt, undercooked, etc.) and presentation (visual appearance). WHAT RULES DO I NEED TO KNOW? Entrant must be the owner or employee of a Canadian foodservice operation and 18 years of age or older. The competition is open only to owners, managers, chefs or employees from the restaurant and pizzeria industries. Canadian Pizza employees and their family members are not eligible, nor are employees or representatives of advertisers, exhibitors, other suppliers to the industry or their affiliates. • Entrants must bake and present their pizza to the judges within their allotted time. Failure to do so will result in disqualification. • Only one entry (type of pizza) per competitor is permitted, and up to two competitors per establishment.* • *”Establishment” refers to business ownership and not physical location. Corporately owned pizzeria or restaurant chains may enter up to two competitors across the corporation. Individual franchisees count as one establishment and may enter up to two competitors per franchisee. • Entries will close when the maximum number has been reached. • Bake times will be provided in advance of the competition.

• • •

Entrants must supply enough ingredients for four 12-inch pizzas. Judges’ decisions are final. Winners must be eligible to travel to the U.S. for the International Pizza Challenge at Pizza Expo in 2019 to collect their prizes. Prizes are non-transferable.

THE GREAT PIZZA BOX FOLD-OFF The Fold-Off is open to owners and employees of Canadian foodservice operations aged 14 years and older. The winner gets coverage in Canadian Pizza magazine and an award. WHAT DETAILS DO I NEED TO KNOW? All competitors should be at the competition stage 10 minutes prior to the competition start time. The Great Pizza Box Fold-Off will be held in the afternoon following the Open division competition. The award will be given out with other awards at end of day. The schedule will be posted prior to the Summit on the Agenda tab of canadianpizzamag.com/pizzashow. I REGISTERED... NOW WHAT SHOULD I BRING? Canadian Pizza Summit will provide the person with the stopwatch. Competitors need to bring 10 large pizza boxes. WHAT RULES DO I NEED TO KNOW? Competitors will compete one at a time. Boxes must have flaps folded down but need not be piled neatly. Timed decisions are final. WHAT IS THE DEADLINE TO REGISTER? Registration is open and first come, first served! The deadline for entries is Sept. 30, 2018. Any entries after Sept. 30 must be approved by show management. For complete details and to register, visit canadianpizzamag.com/pizzashow/ event/compete. Good luck to all! •

new products

Compostable pizza container a space saver World Centric debuted its tree-free, plant-based, compostable pizza container for pizza takeout/delivery restaurants at the International Pizza Expo in Las Vegas in March.

‘Rent-Try-Buy’ equipment program open to restaurants

Silver Chef Canada’s goal is to provide funding and equipment rentals to hospitality businesses to help them grow and reach their potential over the next five years. To this end, it is making $500 million available to Canadian hospitality businesses, including restaurants, coffee shops, pubs, clubs

The circular container, called the PizzaRound, reduces packaging waste, labour and space needs as

and franchises. This financing can be used to purchase equipment, through its flexible “Rent-Try-Buy” model, Silver Chef said in a press release.

well as grease and sogginess that are common with traditional cardboard pizza boxes, the company said in a press release. It is made from 80 per cent sugarcane and 20 per cent bamboo – both renewable resources, World Centric said. Other operational and customer benefits include less packaging, labour and space savings, better food performance, and convenience features for customers. The container requires no liner, tissue or plastic tent needed to keep the crust crisp, absorb grease or prevent damage to toppings.

The program allows hospitality operators to rent the right equipment without having to commit to large amounts of capital up front, allowing them to grow their business. Along with financing, the company will provide education resources to businesses to support their growth, the company said.

It doesn’t need to be folded but instead can nest one inside the other to reduce space needs. It has improved heat retention, built-in grease grooves, air vents, raised “dimples” that help maintain crispness, and can be reheated to 450 F. The PizzaRound is available for 12- and 14-inch pizzas, with a 16inch size coming soon. Custom imprinting is also available. worldcentric.com

“At a time when many Canadian hospitality businesses are facing significant challenges, Silver Chef is here to offer support to small and medium-sized businesses every step of the way,”said Robert Phelps, president of Silver Chef Canada. The company has provided funding for more than 2,000 hospitality businesses in Canada and, through its ‘Let’s Make It Happen’ initiative, plans to support the growth of many more over the next five years. This financing is being raised through international investment. silverchef.ca/makeithappen

PIZZA DELIVERY BAGS

MARKETING

Learn tips & tricks from a Master Pizziolo. Order your copy of Canadian Pizza Baking Champion Diana Cline’s cookbook Passionate About Pizza at the Annex Bookstore

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Annex Bookstore ..................................................................................27 Canadian Pizza Summit ........................................................ 12-13 & 28 Canadian Pizza Survey .........................................................................21 Middleby Marshall..................................................................................2 Pizza Power Page .................................................................................25 Ricco Food Distributor .........................................................................19 Salerno.................................................................................................15 Springer’s Meats ..................................................................................21 Stanislaus .......................................................................................4 & 5 Use these advertiser contact numbers to find out more about a product advertised in this issue or to place an order. This index is provided as a service. Canadian Pizza Magazine is not liable for errors or omissions.

JUNE 2018 pizza 25

guest column

Youth perspective: soft skills matter Kayleigh Scott

ho would have thought that a first-time pizza job would teach you lifelong skills? I mean, you go to your first job not really thinking about the skills you are learning but more about the money you are making. At only 17 years old, you are starting to plan for your career. You are picking up as many shifts as you can at the pizza shop, saving to pay for your post-secondary education. Fast-forward a few years, and now you have almost completed your college diploma. You start to look back at your first job and think, “Wow, I really did learn a lot!” I know I am not the only one. Thinking back to when I was working at a pizza shop in my hometown, I recall two co-workers and I were discussing the skills we learned while we were there. We all agreed that the simple skills such as customer service, money handling and organization helped us to get where we are today on our path to a career. Employers may be thinking when hiring on new high school students, they will have someone who is going to stay for just a couple of years before they leave for college or university. What they may not realize is that they are helping us learn and develop new skills we will use for a lifetime.

continues to use those teamwork skills when at school.

PATIENCE Rachel is currently studying landscape architecture at the University of Guelph. One thing Rachel Fraser appreciates is the one-on-one work with customers. While it can be stressful when it is busy, it taught her how to be patient. “I hated working directly with customers but now I believe that probably helped me to deal with clients and

26 pizza JUNE 2018

PHONE MANNERS For myself, one job task I disliked doing then that I appreciate now, is taking phone orders. Almost every weekend when I first started, I was on phones. I started to get really good and learned how listening, confidence and manners went a long way. Now, looking back, I see it really helped prepare me to talk to people over the phone in a business context. As a student in the public relations program at Durham College, I learned that you have to make and take a lot of phone calls, so my phone experience in the pizzeria has helped make that come naturally.

Experience taking phone orders can bolster an employee’s listening skills, confidence and manners.

other group members I work with now. It taught me how to be gracious even while people were yelling at me for problems I did or didn’t cause,” Fraser says. TEAMWORK For Meghan Harke, the teamwork skills she learned were the most valuable. Being enrolled at Fanshawe College for business accounting, she has to work as part of a team quite often. “It taught me that there are all types of people in the workplace. I learned that you don’t get to choose your co-workers but you still have to work with them to meet the company’s goals,” she says. She

LEARN FROM YOUR MISTAKES One thing we all agreed on when it comes to the busy times of the shift, is that it’s important to remember we are not perfect. We all make mistakes and at the end of the day everyone will get their order. “It taught me that messing up at work is no big deal because someone else will mess up more than you next week anyways,” Fraser says jokingly. All the staff might get caught up in the heat of the moment but as long as we learn from our mistakes and laugh at ourselves later, that’s what really matters. Looking back now, who would have thought that a first-time pizza job would teach you lifelong skills? Not us. But it did! • Kayleigh Scott is a second-year public relations student at Durham College in Oshawa, Ont., who will be graduating from the program in October 2018. Kayleigh has worked in the pizza industry for three years. She is excited to share what she’s learned and provide some insight for pizzeria operators.