THE CORE THE
BASIL & THYME AT A GLANCE
THE CORE
Let’s get the basics right every time.
At Basil & Thyme, you don’t need a dozen menu items to run a great pizza station just fresh ingredients, the right dough, and a well-executed lineup. Whether you ' re serving personal artisan pies or slices from whole pies, the goal is the same: quality, comfort, and consistency.
Always use fresh sheeted or house-made dough
Batch-cook and discard after 30 minutes max
Always offer a vegetarian option
Never use frozen pre-topped pizza, canned marinara sauce, or frozen vegetables
Include at least one visual upsell or combo (salad, cookie, breadstick)
SPACE CONSIDERATIONS
Basil & Thyme flexes to fit your space. Small stations can run simple, focused menus with high impact, while larger cafés can expand into artisan pies, rotating features, and add-ons. The key is knowing what your station can handle and running it with intention.
SMALL SETUP, BIG RESULTS
KEEP THE MENU TIGHT
Focus on 2 to 3 pizzas one cheese or veggie, one pepperoni, and one feature keeping execution fast and clean.
SKIP THE EXTRAS
Only add calzones or pasta bakes if you have the staff and the space.
CHOOSE ONE SERVICE STYLE
Don’t try to run both artisan and by-the-slice in a tight space. Pick one and do it well.
OFFER ONE ADD-ON
A single upsell like a cookie or salad will drive check averages. Keep it visible and ready.
MORE SPACE, MORE STRATEGY
More space means more opportunity but only if it’s used with intention. A larger footprint allows for more variety, more volume, and more impact.
DIVERSIFY THE MENU
Offer a mix of 4 to 5 pizza varieties and at least one LTO. Include a vegetarian option and balance flavors across the lineup.
CREATE A FEATURE ZONE
Designate space for calzones, strombolis, or pasta bakes. Highlight one at a time and rotate weekly to keep it fresh.
BUILD A REAL ADD-ON MOMENT
Use risers, trays, or display baskets to showcase cookies, salads, and rolls. Make it look intentional not an afterthought.
DESIGN FOR FLOW
Place artisan and slice service areas side-by-side, not overlapping. Give each part of the station a clear purpose to avoid confusion during busy periods.
MENU TYPES
Every café is different and so is every pizza setup. The menu you run should match your space, your team, and your equipment. Whether you ’ re stretching dough to order or serving slices from a hot pad, Basil & Thyme flexes to fit.
KEY CONSIDERATIONS
Your menu should reflect what your equipment can support and what your team can consistently execute.
Deck and conveyor ovens make it easy to run both artisan and pizza by-theslice programs. Smaller setups may need to lean on TurboChefs or countertop ovens paired with pre-sheeted dough.
Hand-stretched dough delivers the best quality, but pre-sheeted options offer speed and consistency for leaner teams. Choose the format that fits your station and run it with intention.
Elevated & Handcrafted:
ARTISAN
Personal, handstretched pizzas with rotating bakes like calzones or pasta Drives higher price points and a premium feel
Pricing”
Ideal for cafés with skilled culinary staff offer made-to-order or grab-and-go service
Pricing”
Slice”
FEATURES
Fast & Familiar
Great base program when labor can’t support artisan pies
Simple execution with consistent quality
AVAILABLE FORMATS
FEATURES
Best of Both Worlds
Combines artisan quality with everyday by-the-slice value
Great for cafés balancing elevated experiences and cost-conscious options
AVAILABLE FORMATS
Custom Made
Ideal for nontraditional spaces, limited staffing, or transitional phases
Fully flexible to meet unique operational needs
SETTING UP YOUR SPACE
Every pizza station needs flow.
Whether you ’ re stretching dough, slicing pies, or doing both, the setup should reduce friction, keep food fresh, and make service smooth—for both the team and the guest.
Every station should follow this order to prevent backtracking and keep service fast.
DOUGH READY SAUCE +
ARTISAN
The artisan pizza program delivers on quality, flexibility, and guest experience. Whether you run it as grab-andgo, made-to-order, or integrated with a kiosk order-pay system, this format adapts to your operation. When you have the labor, artisan pies are the way to go they offer superior freshness, drive higher price points, and elevate guest perception with every build.
BUILD WITH PURPOSE
Every artisan pizza should look intentional. Stretch evenly, center toppings, and avoid overloading.
KEEP IT GUEST READY
This is a premium station ingredients should be full, fresh, and neatly organized at all times.
USE THE PEEL
Always transfer with a peel or screen. It protects the stretch and ensures a clean, even bake.
FINISH WITH CARE
Add drizzles, herbs, or a final topping post-bake. These small touches elevate quality and justify the price.
Organized. Intentional. Guest-Facing.
Make every pizza count. Create zones.
TOPPINGS
ARTISAN SIGNAGE
BY THE SLICE
This format works for cafés of all sizes especially those without the labor to run a full artisan program. Pizzas are baked fresh, sliced, and held hot for speed and convenience. Quality is nonnegotiable: only sheeted dough or dough balls should be used.
TOSS AFTER 30 MINUTES
If it’s been held for more than 30 minutes, toss it. Freshness drives perception and repeat traffic.
PRESENTATION MATTERS
Use pizza display pans to keep slices crisp and appealing.
STAY CONSISTENT ON CUTS
Use a rocker or slicer to get even portions every time—six cuts is the standard. It’s faster, cleaner, and keeps the line moving.
ROTATE, DON’T STAGNATE
Use LTOs, pasta bakes, or calzones to create variety. One simple feature can bring the station to life.
QR NUTRITIONALS
TOPPINGS
BY-THE-SLICE SIGNAGE
PASTA BAKE
THE EXPERIENCE
From packaging to add-ons, every detail should feel intentional. A polished pizza setup doesn’t just taste good it looks sharp, moves fast, and keeps guests coming back.
PACKAGING SMALLWARES
Matching pans and screens improve bake quality and presentation. Stock labeled shakers for red pepper, parmesan, and seasoning, and upgrade to modern smallwares when possible for a faster, sharper setup.
starts with your setup CONSISTENCY
Use the right box size for each order so food travels well and looks polished. Always include a liner and sauce cups. Wipe down containers and close packaging neatly small details that show guests you care.
NOT JUST A BOX, IT’S PART OF THE EXPERIENCE
LIMITED TIME OFFERS
Nothing drives traffic like something new. LTOs create buzz, boost sales, and keep your station from going stale. One great feature can turn a regular day into a standout moment and keep guests coming back for what’s next.
FEATURED LTOS
SPOTLIGHT DETROIT-STYLE
It’s craveable, nostalgic, and totally different from your core lineup. Rotate in different Detroit builds, but keep the look consistent.
TURN UP THE HEAT
Hot Honey and Diablo bring the spice and the buzz. Run one at a time and hype it like a limited drop.
OFFER A VEG-FORWARD HIT
Mexican Street Corn and White ‘Shroom Pizzas are unexpected and crowd-pleasing. They add variety without adding meat.
KEEP IT SIMPLE
Run one LTO at a time and swap it every few weeks. Repeat top sellers seasonally.
Use the Detroit-Style Pizza LTO marketing for any of the Detroit-Style recipe varieties!
Pair the Piadini and Pasta Bake marketing with any Basil & Thyme menu variety to spotlight these craveable features!
Piadini sandwiches are bold, filling, and totally unique to this station. Rotate flavors and use the “New” signage to drive trial.
Pasta bakes are hearty and satisfying ideal for guests who want more than just a slice. Run one variety at a time and change it up weekly to keep it fresh.
ADD-ONS THAT SELL
These aren’t just side items they’re craveable, comfort-driven upsells that boost check averages and bring variety to the station. Use the marketing tools provided to drive attention and give guests more reasons to say yes.
PROMOTE THE WARM COOKIE
Guests can’t resist a just-baked cookie. Position it as the perfect sweet finish and use the signage to make it feel like a signature treat.
PUSH THE PEPPERONI ROLL
This quick, savory bite makes the perfect add-on. Serve it warm with marinara to complement any meal or combo.
EXECUTION TIPS
A great pizza station is more than dough and cheese it’s timing, energy, and instinct. These are the habits and moves that turn an average station into a destination.
ANTICIPATE THE WAVE
A fresh batch coming out right as traffic peaks creates momentum and helps avoid panic-prepping low-quality pies.
KNOW YOUR NUMBERS
Set accurate pars based on what you can sell in 30 minutes avoid overstocking and running out.
MAKE THE OVEN A SHOWPIECE
If guests can see your oven, treat it like a stage. Keep it clean, rotate pies like a pro, and let the sights and smells do the selling.
OWN THE ENERGY
The pizza station should feel alive. Keep your head up, work with urgency, and move like it matters because guests notice the vibe before the slice.
NO PIZZA STATION? NO PROBLEM.
You can still serve up pizza vibes without a full station. Try these easy plug-ins:
Rotate a “Pizza Day” at the grill, deli, or hot entrée station once a week. Offer 1 to 2 classics and a feature.
Bundle for Hot Grab & Go. Pre-package slices or personal artisan pies in a hot holding unit.
Promote it like a Pop-Up. Even if it’s temporary, brand it like the real deal. Use Basil & Thyme signage, LTO posters, or “Pizza Takeover” language to generate buzz.
VISUAL PLAYBOOK 2025 EDITION