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June 30, 2011 DAKOTA COUNTY TRIBUNE BUSINESS WEEKLY
Piccolo’s plays a new tune New owner adds pastries, personality to longtime Eagan pizzeria by Jessica Harper
lenging since it’s out of his comfort zone, Morrison said. What do you get when As Morrison struggles you combine pizzas with to attract new customers he french pastries? The analso faces the challenges of swer is Piccolo’s Pizzeria. being short-staffed. The Eagan pizzeria’s The restaurant currentnew owner, William ( Jack) ly has only six part-time Morrison, has made a few employees – mostly teens changes since taking over – making it difficult to be the 30-year-old business in open and make deliveries November. all day. “So much hadn’t To accommodate the changed since the 1980s,” small workforce, Morrison he said. “I wanted to bring decided to close Piccolo’s it up to date.” between 1:30 and 4:30 p.m. The dinning room unThe restaurant also does der went a renovation that not provide lunch delivery. brought it into the 21st Morrison said he may century and the menu saw change this once business a few new items not typipicks up and is able to hire cally seen at pizza parlors additional employees. such as profiteroles — a Challenges like these are french puffed pastry filled to be expected when jumpwith vanilla ice cream and ing into ownership for the topped with hot fudge. first time, Morrison said. The profiteroles haven’t “It’s a test of your pertaken off in sales yet, but severance, he said. “Not Morrison said he hopes everything is cotton candy other pastries and baked clouds and gum drop lanes.” goods will prove more popMorrison said the best ular. part of having his own Though the decades restaurant is the opportuold pizzeria has undergone nity to work along side his some change, many of the employees tossing pizza regular’s favorites have remained the same, he said. Photo by Jessica Harper dough, baking fresh homeThe 42-year-old Lakev- Piccolo’s owner William ( Jack) Morrison works along side his employees every day baking bread and tossing pizza dough made bread and experimenting with new menu ille resident said he hopes by hand. Morrison said he aims to make most of the food from scratch. items. the changes will help the “I like to pass on what I independently-owned resHe also plans to spon- know on to others,” he said. recipes for major restaurant taurant stand apart from sor local sports teams and chains. Piccolo’s Pizzeria is an the pack and attract more “It was an interesting community events to enindependently-owned restaurant located Jessica Harper is at customers. at 4162 Pilot Knob Road in Eagan. job and I loved the money hance Piccolo’s name rec- jessica.harper@ecm-inc.com. “We’ve had a good reWebsite: www.piccolospizzeria.com ... but when you get so big ognition. sponse so far,” he said. Phone: (651) 454-1212 Finding the right mix of and the sole purpose is to Morrison’s career began Hours: Monday-Friday 10:30 a.m.-1:30 p.m. produce at a cheap cost, it marketing has been chal16 years ago at the Twin Sunday-Thursday 4:30 to 9 p.m. loses its nuance and creCities Hilton inns shortly Friday-Saturday 4:30 to 10 p.m. ativity,” he said. after he graduated with a Morrison left the corpoculinary degree from St. them say ‘It looks too good where he worked as a pas- rate world last year to purPaul Technical College. chase Piccolo’s for $40,000 try chef for three years. As a pastry chef, Morri- to eat,’ ” he said. — money he drew from his Morrison worked for By 2006 Morrison deson learned from a plethora personal savings. the Hilton corporation for cided to return to the corof veterans in the industry, It was a big leap since it eight years at several loca- porate world — this time in Morrison said. was his first experience as a tions across the nation. In research and development “The most rewarding business owner, but so far 2003 he helped create Fresh for the Heinz Company. thing was seeing people’s it’s paid off. Fields Bakery in Stillwater There he created dessert faces light up and hear Piccolo’s has since remained profitable and seen a slight increase in revenue, which is between $100,000 and $150,000, Morrison said. However, the dining room isn’t filling up with as many new customers as Morrison had hoped it would. Though the pizzeria has been in the same location — 4162 Pilot Knob Road — for three decades, it remains illusive to much of the population. Morrison said he thinks the slow traffic may be due to poor signage and a lack of marketing in the past. In addition to paid advertisements, Morrison is gearing up his marketing Photo by Jessica Harper Photo by Jessica Harper efforts by revamping the The dining room at Piccolo’s Pizzeria underwent a face-lift after being purchased by its William ( Jack) Morrison purchased Piccolo’s Pizzeria pizzeria’s website and crenew owner. The 30-year-old pizzeria hadn’t seen much change since it was established in in Eagan last fall and hopes to spice things up by offering ating a Facebook page. 1980. pastries in addition to the restaurant’s typical fare. DAKOTA COUNTY TRIBUNE
Piccolo’s