PMQ Pizza Magazine June/July 2011

pizzamagazine.com

00

Online at PMQ.com June/July 2011 PIZZA TV: RECENT VIDEOS

PIZZA RADIO Pizza Radio host Andrew Abernathy asks the questions and you get the answers during weekly interviews with industry experts.

Ask the Experts Dino Ciccone Dino Ciccone, star of The Pizza Rider, discusses his prospective show, which may bring pizza businesses to prime time in the next year.

Pizza Theater With Juan Hermosillo

Tim Deaver

World-renowned pizza spinner Juan Hermosillo shows newbie and veteran pizza spinners how to perfect their skills in his new series of training videos, Pizza Theater.

Tim Deaver, manager of TJ’s Pizzeria Café, explains how his company holds regular “doughraisers” to raise funds and awareness for community causes.

PMQ’s TOP SOCIAL MEDIA PICKS Social media is more than just Web-based chatter—it’s a marketing revolution! Whether a “Big Three” franchisee or a mom-and-pop operation, operators generate sales from steadfast Facebook and Twitter campaigns. PMQ editors monitor how industry professionals embrace social media and, in some ways, help write the rules for viral marketing. Here are some of our favorites this month:

Find PMQ at @pmqpizzamag.

Find PMQ at facebook.com/ pmqpizzamagazine.

FlippinPizzaCA This is it! Today is the last day to vote in @944sd’s Readers’ Picks awards.

Be sure to get your Flippin’ Pizza vote in! http://ow.ly/4ONdB. ToppersPizza Are you following us but we aren’t returning the favor? Mention us in a tweet and we will be sure to follow you back! We <3 you!

MyMarios Hey, let’s play a game. We don’t know how long it’s going to go on for, but it’s going to be fun. “AB, C Food”... http://fb.me/WQa0NX9v Pizza Dock You could win a free lunch from the Pizza Dock and Eagle 93.7 WQIO FM. The staff at the Knox County veterans service office did on April 29th! Tell us why you listen to Eagle 93.7 at work. Send an email to: partypatrol@basbroadcasting.com.

Flippers Pizzeria In honor of National Teacher Appreciation Week (May 2-6), Flippers Pizzeria would like to thank all the great teachers out there who are making a difference. Flippers Pizzeria is a partner in education, offering special pricing to teachers and educational institutions. Also, contact Flippers Pizzeria to see how we can host a spirit night with 15% of the sales going back to your school!

HomeMade Pizza Co. Only a few hours left to submit your horse in the HomeMade Derby! Just come up with a creative horse name and post it to our wall. We’ll run the Derby later today—win one of 20 HomeMade gift cards!

Rules: http://goo.gl/FAakO 6

PMQ Pizza Magazine – The Pizza Industry’s Business Monthly

Table of Contents ANDREW OUSLEY

June/July 2011 ON THE COVER 32 Betty Rock Cafe: Pizza With a View New York-style slices prove to be a hit with locals and visitors alike in a remote Wyoming ski town.

By Andrew Ousley

FEATURES 22

Road to Victory Get the results from the U.S. Pizza Team Trials in Wisconsin and follow the team on its journey to become the No. 1 pizza team in the world.

By Liz Barrett

28

32

Time to Ferment Is improperly mixed yeast causing you problems in the kitchen? Get the fix from PMQ’s resident dough experts.

By Tom Lehmann and Jeff Zeak

40 Magnetic Attraction Discover how you can use magnets to attract new and existing customers to your pizzeria.

By Tracy Morin

46 The Food Chain Glean tips from operators and food distributors on how to best work with one of your most important partners in business—your distributor.

By Artesha Dunning

50 Refrigeration Retention Increase the life of your cold-case kitchen equipment with these money saving tips.

By Andrew Abernathy

54 Exploring Pizza Overseas: Part 2 In part two of this three-part series, learn about the top pizzerias in Norway, Sweden, Finland, Russia, Poland and Turkey.

50 IN EVERY ISSUE 6 10

Online at PMQ.com Editor’s Note

12 Letters to the Editor 14

Pizza Press

64

Product Spotlight

69

Advertiser Index

70

Industry Resource Guide

81

Resource Guide Index

DEPARTMENTS 18

New York’s Finest: Spaghetti Carbonara Chef Santo Bruno puts a healthier spin on a classic Italian dish.

20 Accounting for Your Money: Professional Ethics and Saving Taxes Mike Rasmussen answers two questions about business ethics.

36 Marketing Marvels: The Venti Vision This Atlanta-based pizzeria, part of a 15-unit chain, uses social media, make-your-own-pizza parties, seasonal gelato and free slice coupons to steadily grow its fan base.

44 Pizza of the Month: Hawaiian In this monthly feature, we spotlight a favorite style of pizza and recognize those around the country who offer it on their menus.

82 Time Capsule: Buddy’s Rendezvous Pizza This Detroit-based pizzeria has been baking square pies— and winning over customers—since 1946.

Coming Next Month Pizza of the Month: Salad-Topped Pizza Pizza Sauce: Where would pizza be without it?

Discover all of the great ways to use your pizza sauce.

Marketing After Dark: Learn unique promotions that help fill seats in the p.m.

Mixers: Get a glimpse of the latest mixer technology and decide if it’s time for a switch at your pizzeria.

Collectives/Employee Profit Sharing: Are you ready to get your staff more involved in the business? Find out how some pizzerias are sharing the wealth.

22

To view any of the videos accompanying this month’s issue, go to PizzaTV.com and type “June/July 2011” in the search field.

June/July 2011 • pmq.com

9

Editor’s Note Liz Barrett Setting Trends At PMQ Pizza Magazine, we like to think of ourselves as trendsetters. Being so entrenched in the industry, we’re exposed to a lot of different technologies and information on a regular basis, and, whenever possible, we like to take advantage of this information and bring it to you.

Thinking back, there have been numerous times over PMQ’s 14 years that we’ve led the pack in new trends and technologies: PMQ was first to create an online forum for operators, produce podcasts and videos, send out an e-newsletter, publish an international magazine, offer a digital edition, and offer iPad and iPhone capability.

So, in the spirit of firsts, this month, we’re incorporating QR codes into the magazine. What are QR codes, you ask? QR stands for “Quick Response,” and the barcodes, like the one you see on this page (scan it for a fun video from our archives), are shortcuts that link you to information, images and videos with just a wave of your smartphone. Some phones come with a built-in QR code reader already installed; if yours doesn’t, you can easily download a free QR code reader app from your carrier’s app store. If you don’t have smartphone technology, simply log on to the website printed below the QR code to retrieve the same info.

You’ll find QR codes scattered throughout this issue that will lead you to videos, social networking pages and more. Have fun trying them out, and expect to see them used in even more creative ways in the future.

No. 1 Pizza Team While we’re on the subject of firsts, the U.S. Pizza Team recently returned from Salsomaggiore, Italy, toting a first-place trophy for Team Acrobatics, making them the No. 1 pizza team in the world! PMQ introduced the United States to the idea of a pizza team back in 2000, and, thanks to a strong group that’s held together by talent and camaraderie, they’ve continued to bring home medals and awards and be a draw for international media attention. Read about the international win on page 22.

Until next time, my door is always open for your questions, comments and suggestions.

Best Pizza Wishes,

Liz Barrett Editor-in-chief PMQ Pizza Magazine

PMQ.com/tt2/videos/id_45

On the cover: Marc Hirschfield finds success by adding pizza to his Jackson, Wyoming, café menu.

Photo by Jim Stanford, JH Underground

10

PMQ Pizza Magazine – The Pizza Industry’s Business Monthly

Letters to the Editor Liz Barrett Reader Recycling I loved the last issue of PMQ Pizza Magazine; I used two articles for our past company newsletter! The magazine is always helpful in assisting us.

Mallysa Byrnes Director of Sales & Marketing NYPD Pizza Development Orlando, FL Mallysa, Thanks for the kind words. We appreciate knowing that you’re able to use the information in PMQ to further train the staff at NYPD.

how can I get more deliveries without hurting my bottom line or giving free delivery?

Gianni Pietanza Pietanza’s Pizzeria Carol Stream, IL Gianni, We rarely hear about an operator wanting more delivery orders; most love pickups!

Have you tried door hangers? Your current delivery drivers can spend an hour during their shifts distributing door hangers, and this will remind customers that you cover their area and in turn help increase delivery orders (try one that says, “Gas prices too high? Let us come to you!”). Since you already have loyal customers who are willing to pick up your pizza, is your price for delivery higher than others in the area? Can it be lowered? Try offering a (temporary) $5 off coupon if your driver is late on a delivery (past 30 to 45 minutes).

— A Publication of PMQ, Inc. — Winner of 4 GAMMA Awards ISSN 1937-5263

PMQ, Inc. Publisher Steve Green sg@pmq.com ext. 123 Co-Publisher Linda Green linda@pmq.com ext. 121 Director of Operations Stefanie Goodwiller stefanie@pmq.com ext. 124 EDITORIAL Editor-in-Chief Liz Barrett liz@pmq.com ext. 126 Managing Editor Tracy Morin tracy@pmq.com ext. 140 Associate Editor Andrew Abernathy andrew@pmq.com ext. 133 Editorial Intern Artesha Dunning artesha@pmq.com ext. 136 DESIGN/PRODUCTION Art Director Ellen Kellum ellen@pmq.com ext. 135 Video and Web Editor Daniel Morrow daniel@pmq.com ADVERTISING Sales Director Linda Green linda@pmq.com ext. 121 Account Executive Clifton Moody clifton@pmq.com ext. 138

Delivery Dilemma

Account Executive Emeasha Mitchell emeasha@pmq.com ext. 127

I’ve been in business for about four years. It’s been good, but some nights there are barely any delivery tickets compared to pickup orders. One Saturday, we had 86 pickups and 15 deliveries. I feel bad for my delivery guys;

ADMINISTRATION Accounting Shawn Brown shawn@pmq.com Circulation Manager Sherlyn Clark sherlyn@pmq.com ext. 120 U.S. Pizza Team Coordinator Holly Henning holly@uspizzateam.com ext. 129 Telemarketer Marie Johnson marie@pmq.com ext. 144 PMQ INTERNATIONAL

Think Tank 2.0

PMQ China Yvonne Liu yvonne@pmq.com

What’s the buzz? Log on to find out the latest industry buzz at PMQ.com/tt.

I feel like I’m aging 10X faster since I bought our store…

Not exactly new…costs of starting up...

CONTRIBUTORS

Thank You to Our PMQ Think Tank Moderators

Chef Santo Bruno Tom Lehmann Andrew Ousley Michael J. Rasmussen Jeff Zeak

Rockstar Pizza: Member since June 2006 ADpizzaguy: Member since January 2007

We want to hear from you!

Have a complaint, compliment or suggestion about something you’ve read in the pages of PMQ? Send your letter via email to editor@pmq.com with “Letter to the Editor” in the subject line, or mail to PMQ, ATTN: Letters to the Editor, 605 Edison St., Oxford, MS 38655. We look forward to hearing from you!

Friend us on Facebook! Visit facebook.com/pmqpizzamagazine.

Editor-in-chief Liz Barrett PMQ Pizza Magazine – The Pizza Industry’s Business Monthly

French Liaison Julien Panet jpanet@pizza.fr

Chef Santo Bruno Tom Lehmann Joey Todaro Ed Zimmerman

Using Facebook to collect on bad checks…

12

Pizza&Food Gabriele Ancona gabriele.ancona@pizzafood.it

EDITORIAL ADVISORS

Rethinking my make line…

Daddio: Member since June 2006 Tom Lehmann: Member since June 2006

PMQ Australia-NZ Tom Boyles tom@pmqaustralia.com

Volume 15, Issue 5 PMQ Pizza Magazine 605 Edison St. • Oxford, MS 38655 662.234.5481 • 662.234.0665 Fax • linda@pmq.com PMQ Pizza Magazine (ISSN #1937-5263) is published 10 times per year. Cost of U.S. subscription is $25 per year. International $35. Periodical Postage pricing paid at Oxford, MS. Additional mailing offices at Bolingbrook, IL. Postmaster: Send address changes to: PMQ Pizza Magazine, PO Box 2015, Langhorne, PA 19047.

Opinions expressed by the editors and contributing writers are strictly their own, and are not necessarily those of the advertisers. All rights reserved. No portion of PMQ may be reproduced in whole or part without written consent.

PAPA JOHN’S

Pizza Press News and Views

The Royal Treatment Last April, as royal wedding fever swept across the world, Papa John’s (papajohns.co.uk) teamed up with a food artist in the United Kingdom to create a pie bearing the likenesses of Prince William and Kate Middleton. The pie featured William in a suit made of salami and peppers, while Middleton’s image sported a veil made of mushrooms and a dress of mozzarella cheese. U.K. residents emailed Papa John’s headquarters to win an opportunity to buy the pizza and have it delivered—but the £500 (about $812) price tag made it one of the most expensive delivery pies of all time. –A.A.

KAMRAN KURANI

A Gastronomic Extravaganza Last April, Vesuvio Foods, an Italian food distributor in Edison, New Jersey, held its first Pizza Team Idol cook-off. The competition took place in the company’s test kitchen, with nine teams of Vesuvio salespeople going head-to-head to create their favorite pies. Contestants were judged on creativity, taste and presentation by vendors and employees. “This stirs the creative energy this industry needs,” says Tom Russo, vice president of sales. The winning New York/Long Island area team winner was led

by Peter Macri, with a chicken francese pie with garlic knots, while

Pizza for All One Pizza Hut (pizzahut.com) franchisee is helping feed the homeless in his community, one pizza at a time: Last March, in Rome, Georgia, franchisee Kamran Kurani donated 25 pizzas to help the Project 365 organization, made up of volunteers dedicated to serving the community on a daily basis. Kurani has intentions of making future donations throughout the year, but reaching out to the homeless isn’t a new venture for this business; the franchise donates to multiple community organizations, including Feed the Hungry and Homeless, a group which has already received they’ve already 220 donated pies this year. “We take part in whatever organization we can to give back to our community,” Kurani explains. “I’m very blessed to have this business. I’m just trying to pay it forward.” –A.A.

14

PMQ Pizza Magazine – The Pizza Industry’s Business Monthly

the winning New Jersey/Pennsylvania area team was led by Tony Gallina, whose team baked a thick Sicilian-style pizza. Gallina’s team took home the first-place trophy and personalized chef jackets. “The competition was fierce,” says Russo. “I knew my reps were good, but that was an understatement.” –A.D.

SC H

WA NN

CO

ND RA RB ME U NS

S

TOM BRIGLIA

First-place winner Jonathan “Super” Squibb receives his second Golden Boloney Belt from Tony Boloney’s owner, Mike Hauke. Squibb ate 30 slices in 37 minutes.

Third-place winner Dave “U.S. Male” Goldstein ate 21 slices in 37 minutes.

TOM BRIGLIA

TOM BRIGLIA

Charity Munch

Last May, in Atlantic City, New Jersey, more than 2,000 pizza loving fans gathered to witness competitive eating at its finest and helped raise more than $10,000 for charity at the second Tony Boloney’s (tonyboloneys .com) Pizza Slaughterfest. The event—which donated all proceeds to Alex’s Lemonade Stand, an organization that supports the fight against childhood cancer—doubled in size from last year and featured live music with Questlove, more than 100 vendors, a blocklong beer garden and a “Kid’s Slaughter Village” with rides and games donated from Atlantic City’s Steel Pier.

However, the focal point of the all-day event was the pizza eating challenge: 10 pounds of pizza (30 slices) in 40 minutes or less. Fourteen competitors flew in, but reigning champion Jonathan “Super” Squibb defended his title and once again brought home the Golden Boloney Belt after consuming 30 slices of pizza in 37 minutes. Over the course of a day, the kitchen staff baked more than 1,200 pies for the contestants.

Five-time Wing Bowl champion Bill “El Wingador” Simmons directed the competition, and a celebrity judging panel included: Atlantic City Mayor Lorenzo Langford, New Jersey director of tourism Grace Hanlon, comedian Mike Marino, Alex’s Lemonade Stand representative Danny Hammon, and a variety of journalists and event supporters.

Even HBO showed up to the event to create an exclusive film. Tony Boloney’s owner, Mike Hauke, also attempted the challenge, resulting in a face covered in tomato sauce. “Everything we’re doing here is for charity,” he explains. “Alex’s Lemonade Stand Second-place winner Dale “Mouth is our charity for life. I’d tattoo their of the South” Boone ate 29 slices logo on my arm if it wouldn’t give my in 37 minutes. grandmother a heart attack.” –A.A.

Red Baron Takes Aim at Delivery Frozen pizza line Red Baron, a subsidiary of Marshall, Minnesotabased Schwann Consumer Brands, released a new ad campaign in May that skipped television and went straight for the Web—giving delivery pizza a few swift jabs in the process.

Launched by the St. Louis ad agency Cannonball, the series of six webisodes was released on Facebook and YouTube and featured comedian Howie Mandel, known best as host of the game show Deal or No Deal.

In the series, Mandel visits real families to show how frozen pizza can cost less and be prepared more quickly than most delivery pizzas. “We’re trying to get the consumer to do the math,” Dan Hammer, senior vice president for marketing at Schwann, told The New York Times. Attacking delivery pizza isn’t a new tactic by frozen pie companies: DiGiorno has used the same tactic for years with its tagline “It’s not delivery. It’s DiGiorno.” –A.A. June/July 2011 • pmq.com

15

Pizza Press News and Views

Community Heroes To kick off the summer, San Ramon, California-based chain Straw Hat Pizza (strawhatpizza.com) celebrated local heroes, proclaiming May “Honor Our Heroes Month.” For the entire month, military, law enforcement, firefighters, emergency medical technicians and paramedics received a 25% discount on their tickets, as a reminder of Memorial Day and its importance on a national and local level. “Straw Hat Pizza is a community-centric restaurant where the entire community comes together to celebrate family, sports and life,” says Jonathan Fornaci, president of the chain, which has 78 locations in seven states.

“This wouldn’t be possible without the heroes’ support of our local communities. It’s these communities that make up the essence and values that our heroes fight to preserve.” –A.A.

Brooklyn’s Finest A Slice of Brooklyn Pizza Tour was named TripAdvisor.com’s No. 1 Brooklyn tour last May, beating out dozens of popular tours in New York’s most populous borough. “We are owned and operated by Brooklynites, which makes it better for tourists,” says founder and owner Tony Muia, who created the business in 2005 to satisfy NYC visitors who craved quality pizza. The tour visits two iconic Brooklyn pizzerias—Grimaldi’s Pizzeria (grimaldis.com) and L&B Spumoni Gardens (spumonigardens.com)—that Muia chose for their distinct products.

“You have your pizza lovers and your pizza lovvvers,” he explains. “Some will like the traditional Neapolitan style at Grimaldi’s; others like the Sicilian-style pizza at L&B Spumoni.” Not only do tourists get a taste of Brooklyn pizza, they also get to see famous movie locations, learn about the borough’s culture and neighborhoods, and receive a bit of entertainment while learning the famous Brooklyn phrase: “Fuhgettaboudit!” –A.D.

After the Storm Last May, California Pizza Kitchen (cpk.com) joined the Alabama tornado relief efforts with a hefty donation after a twoday fundraiser. On May 9 and 10, the Los Angeles-based chain devoted 100% of dine-in sales to aid storm victims, and the sum raised amounted to nearly $53,000. The company gave the Mid-Alabama American Red Cross all monies collected. In a press release, CPK co-CEOs Rick Rosenfield and Larry Flax said, “We are truly moved by the community’s response to our fundraiser and are thrilled to be able to raise nearly $53,000 for the victims of the Alabama tornado. This cause is close to our hearts, and we’re pleased to present the check.” –A.A. 16

PMQ Pizza Magazine – The Pizza Industry’s Business Monthly

SPECIAL DELIVERY

Relief Aid

BUDDY’S RENDEZVOUS PIZZA

International

Last April, the management at the Detroit Zoo ordered a special delivery from Buddy’s Rendezvous Pizza (buddyspizza.com)—pies covered with bugs, peanut butter, bananas, fish and, in some instances, worms! However, the order was perfect for the customers: anteaters, penguins, polar bears, snow monkeys and wolverines. As part of a new multiyear partnership, Buddy’s made and delivered specialty pies for the animals in collaboration with the zoo’s welfare staff. In addition to feeding the animals, Buddy’s donated $150,000 to sponsor field trips for Detroit schoolchildren over the next five years, and will gain exposure among guests by providing pizza coupons with ticket purchases. “The main thing is bringing children from schools to the zoo,” says Robert Jacobs, whose family has owned the nine Buddy’s Pizza restaurants since 1970. “It’s a very important institution for the metro area, and it’s our way of helping Detroit.” –A.A.

In the wake of the disastrous earthquake and tsunami in Japan last March, Seattle-based chain Tutta Bella Neapolitan Pizzeria

(tuttabellapizza.com)

hosted a monthlong fundraiser to help relief efforts. During May, guests were given an opportunity to designate a dollar amount on their checks for donation; all four Tutta Bella locations matched every dollar donated to raise $10,000 for Mercy Corps, an

organization

that

provides emergency supplies for natural disaster victims. According to Karen Stutesman, Tutta Bella’s brand manager, the artisanal pizzeria holds close ties with the Japanese pizza industry through its membership in the Associazione Verace Pizza Napoletana (VPN), a network of

Neapolitan-style

pizzerias

Strike Out

in 17 countries. Japan and the

Baseball fans scored big at Tropicana Field in St. Petersburg, Florida, last April

United States share the distinc-

when the Tampa Bay Rays beat the Chicago White Sox in a 5-0 victory: Pies

tion of each having more than

were given out as part of a promotion by Kane’s Furniture and Papa John’s

35 VPN-certified pizzerias. “For

(papajohns.com), which donates free pizza coupons to fans whenever the Rays

us, there’s a close connection,”

get 10 strikeouts in a game. The promotion has proven to be quite popular,

Stutesman explains. “We have a strong connection with

if costly: The Chicago victory marked the sixth giveaway of the year.

However, the offer didn’t cheer up White Sox manager Ozzie Guillen,

the VPN, so once the dust

who told the Chicago Tribune, “It seems like every time we come

settled, we decided to

to Tampa Bay, there’s going to be a lot of people eating pizza;

help because there’s still

every time we come here, it’s pizza for everyone.” Not a bad

so much to do.” –A.D.

game changer, if you ask us! –A.A.

June/July 2011 • pmq.com

17

New York’s Finest Chef Santo Bruno See cooking demos by Chef Bruno on PizzaTV.com.

Spaghetti Carbonara Chef Bruno stirs up a classic pasta dish.

Spaghetti carbonara is a very popular dish among Italians, and one that I love. Many folks have never heard of this dish, and no two restaurants seem to make it the same.

For example, most restaurants use cream in this dish, but I leave it out so it’s easier on your figure. Nowadays, everyone is looking to cut down on fat and calories, and eliminating cream is an easy way to do this without losing out on flavor.

Mangia!

You’ll Need: 1 lb. spaghetti 3 eggs ¼ c. parsley, chopped ½ c. peas, frozen ¼ tsp. hot red pepper flakes Pinch of salt 2 tbsp. olive oil 4 oz. pancetta, diced 1 tbsp. garlic, minced ½ c. Parmesan cheese

SLN Y PRO DUC TIO

NS

Directions: In a large pot, add pasta to boiling water and cook for 8 to 11 minutes. Drain, reserving 1 c. of the water. In the meantime, whisk together the eggs, parsley, peas, red pepper flakes and salt. Add oil to a large, deep skillet, and cook pancetta and garlic over medium heat, stirring occasionally, for about 6 minutes. Reduce heat to medium-low and add the pasta and egg mixture, along with half of the water set aside from the cooked pasta. Add cheese; stir and cook for 1 to 2 minutes. Add more of the pasta water, if necessary, until the sauce has a creamy texture. Serve immediately.

Chef Bruno is PMQ’s culinary advisor, with 40 years of international pizza experience. He is the corporate chef for Marsal & Sons, and the culinary coach of the U.S. Pizza Team.

18

PMQ Pizza Magazine – The Pizza Industry’s Business Monthly

Accounting for Your Money Michael J. Rasmussen, CPA

Professional Ethics and Saving Taxes Michael Rasmussen answers your questions about business ethics.

QUESTION: Every restaurateur hides some cash from operations, so why is my CPA so shocked when he learns about this side of my business?

operational deviations from the normal protocol of accounting.

Remember, there will come a day when you will need your CPA or accountant to go to bat for you, representing the integrity of your financial affairs, and the last thing you need at this critical time is for your trusted advisor to pass on this request.

ANSWER: For some background, the field of ethics involves defining behavior as good or bad. People in business generally have as their primary motivation increasing profits. If we assume that people will not behave ethically simply because it is the right thing to do, then there must be some additional incentive or motivation for people to act in an ethical manner.

One obvious motivation for a CPA is the fear of sanction or punishment that can come with noncompliance, or simply assisting the restaurateur in not reporting cash transactions, for instance. No CPA would reasonably do something that he knew could result in the loss of his license to practice, because such action would threaten his livelihood.

But there are other reasons that the CPA should follow ethical rules. First, being ethical is the right thing to do.

Second, being ethical will often lead to better assisting you down the road in representing you for a bank loan or possibly selling the restaurant.

For example, if John, a CPA, serves a restaurateur that offers John a cash bonus if he will agree not to report all of the restaurant’s income, John might be faced with a predicament.

John might ask, “Who does it really hurt if we underreport income and pay less corporate tax?”

There is little doubt that to accept the payment in return for signing a knowingly false tax return violates the professional rules of ethics, and you as a restaurateur are placing your CPA or bookkeeper in that position when you ask him to aid you in hiding cash transactions, underreporting income, or other

QUESTION: Why does my banker penalize me if I try to pay minimal taxes to the government?

ANSWER: This is the age-old double-edged sword in building a business.

Since most bank loans are based on a restaurant operation’s cash flow, the further you reduce your net income, the harder it becomes to qualify for a loan.

Reducing your corporate tax obligations to the fullest extent does retain cash in the business to help grow the restaurant operations. But recognize that this strategy lowers the restaurant’s reported net income from operations, which is the starting point that lenders use to calculate whether your cash flow adheres to their lending guidelines. Simply put, coordinate with your CPA or accountant to look into the future and determine if accessing third-party debt is on the horizon, and ensure that various tax saving or deferral strategies match your goals for the restaurant.

For example, depreciation of equipment and restaurant leasehold improvements is a tax deduction that allows for the expensing of the cost of the asset over a designated period of time. Some methods of depreciation are allowed to “write off” the assets over a shorter life than others, which creates a larger expense against net income in the earlier years of the asset, reducing net income. Most lending institutions will add back these tax deductions to net income to determine true cash flow of the restaurant if clearly stated on the financial statements, and many times they have to be explained to the banker.

Bottom line: Always look ahead in determining the possible cash flow needs of the restaurant when the IRS starts talking to you about tax saving and deferral strategies. A simple question is, “How will these strategies affect my ability to borrow money in the future?”

Have a question for Mike? Send it to editor@pmq.com.

Michael J. Rasmussen is the owner of Rasmussen Tax Group in Conway, Arkansas. Visit rasmussentaxgroup.com for additional insight into restaurant-specific tax strategies and technology programs.

20 PMQ Pizza Magazine – The Pizza Industry’s Business Monthly

THANKS TO OUR U.S. PIZZA TEAM GOLD SPONSORS:

Road to Victory

Team members pose outside of the Palazzo della Signoria in Florence, Italy. Top row, left to right: Wilhelm Rodriguez, Chris Green, Scott Childers, Jamie Culliton, Tom Carfrae, Mike Amheiser, Eric Ross. Bottom row, left to right: team coach Dave Smith II, Missy Green, coordinator Holly Henning, Caroline Felker, Emilio Martos del Arbol

THANKS TO OUR U.S. PIZZA TEAM SILVER SPONSORS:

Follow the U.S. Pizza Team on their journey to becoming the No. 1 pizza team in the world.

By Liz Barrett

THANKS TO OUR U.S. PIZZA TEAM BRONZE SPONSOR: Off The Wall Magnetics 22

Visit PizzaTV.com for exclusive behind-thescenes footage from Milwaukee and Italy.

The U.S. Pizza Team got its start in 2000 when PMQ’s Steve Green was asked by World Championship of Pizza founder Enrico Fama to bring three people to compete in dough acrobatics and culinary competitions in Italy. After one of the American competitors whom Green brought won first place in individual acrobatics, the team returned the next year, and then officially formed the U.S. Pizza Team in 2003.

Over the years, the team has welcomed many talented members from pizzerias across the world, who have won over audiences on national television shows such as Jimmy Kimmel Live!, Live! With Regis & Kelly, The Martha Stewart Show and The Ellen DeGeneres Show; on the Food Network; and more.

Now, the current team has also proven that it’s tough to beat when it comes to international competition. The pinnacle of the U.S. Pizza Team’s hard work was realized

PMQ Pizza Magazine – The Pizza Industry’s Business Monthly

Wisconsin restaurant expo

Freestyle Acrobatics

Largest Dough Stretch

1st Place: Giorgio Giove (right), Brothers Pizza, Staten Island, NY (won trip to compete in Italy)

1st Place: Bradley Johnson (right) (22 5 /16” by 21½”)

2nd Place: Bradley Johnson (middle), Mellow Mushroom (mellowmushroom.com), Chattanooga, TN 3rd Place: David Sommers (left), Mad Mushroom (madmushroom.com), West Lafayette, IN

2nd Place: Jeff Hoffman (middle), Anthony’s Pizza & Pasta (anthonyspizzaandpasta.com), Golden, CO (20¾” by 19¼”) 3rd Place: David Sommers (left) (20 1/8” by 18½”) ( Note: measurements are given in length by width)

Fastest Pizza Maker

Fastest Box Folder

1st Place: Giorgio Giove (right) (1:48:85)

1st Place: Ryle Jordan (left), Tower Pizza, Staples, MN (20.66 sec.)

2nd Place: David Sommers (middle) (2:04:10) 3rd Place: Bradley Johnson (left) (2:11:69)

this past April when it secured the trophy for Team Acrobatics in the 20th World Championship of Pizza and 2nd Olimpizza in Salsomaggiore, Italy, making it the No. 1 pizza team in the world.

Just a few weeks prior to the Salsomaggiore victory, team hopefuls were competing in Milwaukee at the U.S. Pizza Team Trials and American Pizza Championship, Spring 2011, for a chance to earn a spot on the team and join the competitions in Italy. Held during the Wisconsin Restaurant Expo on March 21 to 23, the competitions resulted in the U.S. Pizza Team gaining four new members (first-place winners in each category win a spot on the team).

U.S. Pizza Team Trial Judges Judges for the U.S. Pizza Team Trials (pictured left to right) included world-renowned yo-yo champion Mark Hayward; U.S. Pizza Team member Jason Samosky; and Seth Bent, creator of Pizzaware.

June/July 2011 • pmq.com

23

Wisconsin restaurant expo

The American Pizza Championship (APC), Spring 2011, held on the second day of competitions in Milwaukee, involved a full day of pizza making and ended with the following winners:

American Pizza Championship Judges The judging panel for the APC included (pictured left to right) Mike Zaffiro, owner of historic Zaffiro’s Pizzeria & Bar (zaffirospizzabar. com) in Milwaukee; Sarah Minasian from the Center for Dairy Research; IDreamofPizza.com founder Jason Feirman; and John Esser, chef consultant for the Wisconsin Milk Marketing Board.

APC Culinary Competition 1st Place: Tom Carfrae (middle), Tomaso’s Pizza (tomasosonline.com), Cedar Rapids, IA (won trip to compete in Italy) 2nd Place: Drew Sassi (left), Pizzeria DaVinci (davincict. com), Killingworth, CT

Other competitors during the event included Jason Samosky and Ashley Szakacs from Samosky’s Pizza (samoskyspizza. com) in Valley City, Ohio; Alan Frank and Lisa Lynch-Frank from Ermanno’s Legendary Pizza (ermannospizza.com) in Louisville, Ohio; George and Patti Taylor from Freschott Pizza (freschottpizza.com) in Johnson City, New York; and Mark Gold, Louis Siecinski, Jian Zheng and Uzoma Ozurumba from Pizza Shuttle (pizzashuttle.com) in Milwaukee.

3rd Place: Giorgio Giove (right)

Winning Recipe Want to try your hand at this spring’s winning pizza at the American Pizza Championship? Firstplace winner Tom Carfrae, from Tomaso’s Pizza in Cedar Rapids, Iowa, shares his recipe here:

“The Winner” Detroit Deep-Dish Style Ingredients: ½ onion, sliced ½ orange pepper, sliced ½ red pepper, sliced 2½ tbsp. extra-virgin olive oil 25-oz. dough ball 7 oz. tomato sauce 12 oz. mozzarella cheese 8 oz. sausage Directions: Sweat onions and peppers and let cool. Add olive oil to 2” deep, 14” round pan and stretch dough ball into pan, allowing dough to rise ½” to ¾”. Top with tomato sauce, cheese, sausage, onions and peppers. Bake 10 to 12 minutes at 500° to 550°F.

24

PMQ Pizza Magazine – The Pizza Industry’s Business Monthly

World championship of pizza

On to Italy At the competitions in Salsomaggiore, many team members wanted to make the most of their visit and participated in more than one category.

Three weeks after the Milwaukee trials, the team, joined by new members Giorgio Giove and Tom Carfrae, were off to Salsomaggiore, Italy, to compete in the 20th World Championship of Pizza and 2nd Olimpizza.

While in Italy, the team toured several cities to enjoy some of the local f lavor and get themselves acclimated to their environment.

Stops on the trip included Recoaro Terme, Florence, Fidenza, Milan and, of course, Salsomaggiore Terme for the competitions (view the team’s slide show on PizzaTV.com). A laid-back tour at Ca’Bruzzo winery was mixed with informative tours at the Agugiaro f lour mill and Il Colle Parmesan cheese factory, followed by shopping in Fidenza and Salsomaggiore and sightseeing in Florence.

Read about the Rome win in the August issue.

Giorgio Giove, Brothers Pizza, Staten Island, NY -

Pizza Napolitana (Neapolitan pizza) Pizza Teglia (pan pizza) Pizza Classica (classic pizza) Individual/Team Freestyle Acrobatics (advanced to the semifinals)

Dave Smith, II, Smith’s Pizza Palace Plus, Emporium, PA -

Pizza Teglia (pan pizza) Pizza a Due (pizza for two) Pizza Celiachia (gluten-free pizza) Heinz Beck Trophy Fastest Pizza Largest Pizza Team Freestyle Acrobatics

Tom Carfrae, Tomaso’s Pizza, Cedar Rapids, IA - Pizza Teglia (pan pizza)

Mere weeks after the Salsomaggiore competition, international U.S. Pizza Team members (pictured left to right) Massimo Bruni, Bernardo Garafalo and Donato Olivieri won the team culinary competition in Rome at the Associazione Pizzerie Italiane 11th Campionato Italiano Assoluto di Pizza.

Mike Amheiser, Pizza Dock, Fredericktown, OH - Pizza Teglia (pan pizza) - Pizza Classica (classic pizza) June/July 2011 • pmq.com

25

World championship of pizza

Wilhelm Rodriguez, Papa’s Pizza, Cabo Rojo, Puerto Rico - Largest Pizza - Individual/Team Freestyle Acrobatics

Emilio Martos del Arbol, L’Albero, Malaga, Spain - Individual/Team Freestyle Acrobatics

Several team members competed in a Thriller-themed Team Acrobatic competition, which won the the first-place trophy.

Eric Ross, Empire Pizza Pub, Tuscon, AZ - Individual/Team Freestyle Acrobatics

Jamie Culliton, Grimaldi’s Pizzeria, Fort Myers, FL - Individual/Team Freestyle Acrobatics

Additional team members who participated in the team acrobatics performance included Chris Green, Caroline Felker and Missy Green from Oxford, Mississippi.

The team members unanimously agree: The best part of the trip to Italy was bringing home the trophy for Team Acrobatics and earning the honor of being the World’s No. 1 pizza team— indeed a monumental entry in the pages of the U.S. Pizza Team history books.

Next up are the U.S. Pizza Team Trials and American Pizza Championship, Fall 2011, in Orlando, Florida, to be held September 8 to 10. If you or someone on your staff is ready to compete, visit USPizzaTeam. com or contact U.S. Pizza Team coordinator Holly Henning at holly@ uspizzateam.com.

Liz Barrett is PMQ’s editor-in-chief.

26

PMQ Pizza Magazine – The Pizza Industry’s Business Monthly

Scott Childers, Tampa, FL - Team Freestyle Acrobatics - Largest Pizza

THANK YOU!

Supporting the Team that Supports Our Industry are these Great Sponsors: THANKS TO OUR U.S. PIZZA TEAM GOLD SPONSORS:

THANKS TO OUR U.S. PIZZA TEAM SILVER SPONSORS:

THANKS TO OUR U.S. PIZZA TEAM BRONZE SPONSOR: Off The Wall Magnetics

Time to

Ferment

By Tom “The Dough Doctor” Lehmann and Jeff Zeak

Improperly mixed yeast is the leading cause of dough problems; get the fix from PMQ’s resident PMQ dough experts.

Yeast is a single-cell microorganism that has been serving mankind for millennia. Alcohol is probably the most widely recognized by-product of fermentation, but that which is most near and dear to our hearts is the role that yeast plays in fermentation of wheat-based dough. Working in combination with various bacteria, yeast, in one form or another, provides the leavening for essentially all of our leavened breads and rolls, including pizza crusts.

The flavor, or taste, of yeast is somewhat musty, and said to be much like that of old, wet newspaper. So why does pizza crust sometimes have such a strong yeasty flavor? Well, it’s not the yeast that you’re tasting; it’s a combination of the three main by-products of yeast fermentation—carbon dioxide, alcohol, and acids (acetic, lactic and propionic)—that you are smelling.

These are the same by-products that contribute to the wonderful flavor of breads and pizza crusts made from a well-fermented 28

PMQ Pizza Magazine – The Pizza Industry’s Business Monthly

dough. But it doesn’t stop there; these same by-products affect the protein of the flour by weakening it and making it more extensible, thus reducing the memory, or snap-back characteristics, of the dough, while giving the finished crust a more tender, crispy eating characteristic.

Getting Active Because yeast is a living organism, it responds to the environment it’s placed in, and it has a shelf life beyond which it does not perform well. When placed into cold water, the yeast will be a bit slower to activate, much in the same way as cold storage conditions will slow down the activity rate of the yeast, which allows us to store our dough under refrigerated conditions for three or more days. On the other hand, warm conditions, especially when temperatures approach 95°F, will significantly accelerate the yeast activity to the point where we

can get blown dough in less than 12 hours if we aren’t mindful of temperature control.

Instantly Popular Instant dry yeast (IDY), possibly the most widely used type of yeast in the retail pizza industry, has a shelf life of one to two years at room-temperature storage conditions (65° to 80°F) when unopened. Once packages of IDY and active dry yeast (ADY) have been opened, the remaining product can be stored, tightly covered, in the refrigerator for up to one month—but remember that movement in and out of the refrigerator multiple times could cause condensation to form on the inside of the package and lead to diminished performance of the yeast.

The rock-hard packages of IDY and ADY (ADY can also come in a soft package) are vacuum-packaged to ensure performance of the yeast over its long unopened shelf life. Once opened, the yeast pours freely for easy measurement. If we receive loose packages of IDY or ADY that have traditionally been firm, we have received a “leaker” (air has managed to leak into the package) and we should use this product as quickly as possible in order to get maximum performance from the yeast.

The word “instant” in IDY refers to the rate of hydration, not the fermentative rate of the yeast. Because IDY is fasthydrating, it doesn’t need to be prehydrated before use; instead, the best way to add it to a dough is to simply put it right on top of the flour when you are ready to begin mixing; if you prescale your ingredients, you can mix it in right along with the rest of the dry ingredients. Even when salt and/or sugar are present under such conditions, there is no harm to the IDY as there would be to compressed yeast under the same conditions.

If we should forget to add IDY to our dough while mixing, we can possibly save this dough by adding the IDY dissolved in a small amount of 70° to 75°F water. Then mix for a few minutes to ensure even distribution of the yeast, but be careful not to overmix and heat up the dough too much by mixing too long.

Tom’s Top Yeast Tips 1) When hydrating either active dry yeast (ADY) or instant dry yeast (IDY), only a small portion of the water (that in which the yeast will be hydrated) needs to be at the prescribed temperature. The remainder of the water, added to the mixing bowl, should be at a temperature that gives a finished dough temperature in the 80° to 85°F range.

2) Your finger is not a good substitute for an accurate thermometer. Missing the recommended temperature by as few as 5°F when drawing the water used to hydrate dry yeast can result in as much as an 8% loss in yeast activity.

3) There is no benefit in putting compressed yeast into the dough water and mixing it for suspension when a planetary or spiral mixer is used. During the course of normal mixing time, the yeast will completely disperse throughout the dough.

4) The conversion factor for changing from one type of yeast to another is as follows: a) 16 ounces of compressed yeast = 8 ounces of ADY, or 6 ounces of IDY plus 10 ounces of water b) To convert between ADY and IDY, use only 75% as much IDY as ADY, or use 1.33% as much ADY as IDY 5) There is no difference in the flavor of crusts made from different yeast types.

6) If you’re planning to freeze your dough, there are types of IDY designed specifically for enhanced performance in frozen dough systems (check with your yeast supplier/manufacturer).

7) Any dough mixing process calling for less than four minutes of total dough mixing time, regardless of the type of mixer used, will require that the yeast, regardless of type, be either prehydrated or suspended in the water prior to mixing the dough.

What’s the Difference?

All three types of yeast perform comparably and result in the same flavor profiles in the finished products when used at the correct substitution levels. As compared to 1 pound of compressed yeast, it would take 8 ounces of ADY, or 6 ounces of IDY plus 10 ounces of additional water, to replace it. Looking at it another way, if you want to replace ADY with IDY, you would use IDY at 75% of the ADY amount; if you want to replace IDY with ADY, you would use 1.33% more ADY than you did IDY. The newest type of IDY is designed specifically to give maximum shelf life when used in commercial dry mix applications.

Other “newer” types of IDY go by a variety of names, including “fast-acting,” “quick-rising,” “high-powered” and “instant premium.” Benefits of this type of yeast can possibly include better performance in colder dough, reduction in mix time, faster fermentation, reduced proofing Scan this code to time, better oven watch Jeff Zeak spring and larger explain the differfinished product ent types of yeast on PizzaTV.com. volume; and can allow for possible reduction in

Start Fermenting Refer to these companies for yeast products: AB Mauri Fleischmann’s, 800-772-3971, abmf.com Lallemand, 901-353-3480, www.lallemand.com Le 5 Stagioni, 800-780-2280, le5stagioni.it Lesaffre Yeast Corporation, 877-677-7000, lesaffreyeastcorp.com

June/July 2011 • pmq.com

29

the level of IDY usage. While we may not think of these applications as important to us right now, at some time in the future, you may be faced with the challenge of producing your dough at a commissary for delivery to distant stores, and one of these yeasts might be just the ticket you’re looking for to provide your stores with the highest-quality dough, or dry mix from which the individual stores would produce the dough.

As you can see, yeast is a pretty unassuming, everyday product, but there’s a lot of work going on behind the scenes to make sure we get a consistent, high-quality product—in addition to new and improved yeast types designed to meet our most challenging applications.

Tom Lehmann is the director of bakery assistance for the American Institute of Baking (AIB).

Jeff Zeak is the pilot plant manager for the AIB.

Being Choosy Not sure which type of yeast will work best for you? There’s no difference in taste, so it really just depends on preference. The below tips can help you decide.

Compressed yeast is less expensive than other types of yeast, but needs to be refrigerated and has the potential to perish before you have the chance to use it all (practical shelf life of two to three weeks).

Active dry yeast has a longer shelf life (six to 12 months for unopened bags, one week for opened bags) than compressed yeast and does not need to be refrigerated, but needs to be prehydrated before mixing, which opens you up to possible mixing mistakes.

Instant dry yeast costs three times as much as the other two types of yeast, but is sold vacuum-packed, does not require refrigeration or prehydration, and has a shelf life that’s twice as long as ADY (one to two years at room temperature for unopened bags, upwards of 30 days for opened bags).

Need more dough advice?

Visit the Dough Information Center at PMQ.com/dough.

The Right Mix

30

Take advantage of this handy yeast mixing chart from Tom “The Dough Doctor” Lehmann. Cut it out and post it where staff can easily reference it.

Yeast Type

Mixer Type

Mixing Time

Comments

Compressed yeast

Planetary/ Spiral

8+ minutes

Crumble the yeast by rubbing it between your hands and add it directly to the mixer on top of the flour, taking care to prevent it from coming into direct contact with any salt or sugar, and begin mixing.

Compressed yeast

Vertical Cutting Mixer (VCM)

60 to 120 seconds

Add the water to the mixing bowl, add the yeast to the water, and jog the mixer to suspend the yeast in the water; then add the flour and other ingredients and begin mixing.

Active dry yeast (ADY)

Planetary/

8+ minutes

Measure 100° to 105°F water (it should be 3 to 4 times the weight of your ADY) and place into a suitably sized container. Add the ADY to the water and stir well to suspend. Allow to hydrate/activate for 10 minutes, then stir vigorously once again and pour into the dough water in the mixing bowl.

Add the flour and other dough ingredients, and begin mixing.

ADY

VCM

60 to 120 seconds

See above directions for planetary/spiral mixers.

Instant dry yeast (IDY)

Planetary/ Spiral

8+ minutes

This type of yeast can be added directly to the flour without any prehydration. Add the water to the mixing bowl, followed by the flour and other ingredients. Add the IDY to the bowl by sprinkling it over the top of the flour and other ingredients. Once the IDY has been added, begin mixing.

IDY

VCM

60 to 120 seconds

Due to the extremely short mixing time when using a VCM, the IDY must be prehydrated in much the same manner as ADY. Measure your 95°F water (it should be 5 times the weight of your IDY) and place into a suitably sized container. Add the IDY and stir/whisk the yeast. Allow to hydrate/activate for 10 minutes, then stir/whisk vigorously once again and pour into the water in the VCM bowl. Add the flour and other dough ingredients, and begin mixing.

Spiral

PMQ Pizza Magazine – The Pizza Industry’s Business Monthly

Betty Rock Cafe:

Pizza With a View

Photos and story by Andrew Ousley

In a remote ski town, tourists and locals alike can find a slice of New York-style pizza to refuel after a long day on the trails.

Not long ago, passing by the empty building where his beloved restaurant once bustled, Marc Hirschfield and his wife, Anise Morrow, lamented on the good times they had at Betty Rock Cafe (bettyrock.com).

From 1995 to 2002, Hirschfield and Morrow ran one of the most popular lunch eateries in Jackson, Wyoming. In 2003, though, Hirschfield sold Betty Rock to help start a fine-dining restaurant; Betty Rock changed hands a couple of times and eventually shuttered its doors in 2008. In 2009, however, the lure of a lively lunch crowd and the everybody-knows-yourname atmosphere was just too much to resist: Marc and Anise bought the building where the original Betty Rock stood and decided to give it another go.

32

This time would be a bit different, though. Lunchtime service would be just like Betty Rock version 1.0, but Hirschfield, a native of Westchester County, New York, tapped into his roots when creating the dinner menu and decided to focus on serving pizzas like the ones he grew up eating at places such as Sal’s and Vinnie’s back home in eastern New York.

Back in Business Since reopening, Betty Rock has come back with gusto. Starting at 4:30 p.m. daily, Hirschfield and his head chef, Kyle Tranby, crank out pies that would make Westchester County proud. He points out two aspects to making a pizza like the

PMQ Pizza Magazine – The Pizza Industry’s Business Monthly

ones from his childhood: “It has to have a thin, crispy crust with just a little chewiness, and the sauce has to be simple but flavorful,” Hirschfield says.

Although he had a template for the pizza he wanted to create, Hirschfield credits a decades-old dough recipe for the success of Betty Rock’s pizza endeavor.

“I have a great, classic dough recipe, and I’m comfortable handling dough—even at high altitudes.” That’s a must for his location, because Jackson sits at more than 6,000 feet above sea level.

Jackson businesses also rely heavily on tourist seasons. The winter brings thrill seekers to the bevy of ski areas nearby, while summertime sees a flood of road trippers stopping in to get a glimpse of Grand Teton Mountain and Yellowstone National Park. Hirschfield understands the importance of luring the tourists into Betty Rock, but he’s quick to point out that the locals are his restaurant’s lifeblood. “There’s an old saying around here: Locals are the bread and butter, and tourists are the gravy,” Hirschfield says with a grin.

Thus, winning over the local market is the key to Betty Rock’s success. “Many times when tourists come to town, they’ll ask a local where the best pizza or burger or beer is. If we have the locals telling tourists that Betty Rock has the best pizza, then our marketing is essentially done for us,” Hirschfield explains. When PMQ stopped in for a slice, Betty Rock was between tourist seasons; though skiing was winding down, springtime warmth had not yet kicked in. Still, Hirschfield has learned to adapt to—and even take advantage of—these time periods. “The

off-season gives you time to prepare for the rush,” he notes. “We cut our staffing back, tighten the nuts and bolts, and get ready for the influx of customers we’ll be seeing in summertime.”

However, business at Betty Rock is hardly slow even during the down periods of the year. The weekly Pizza Night every Thursday at Betty Rock is one of Jackson’s hottest dinnertime destinations. For $11, customers get all-youcan-eat pizza, along with reasonable prices on wine and beer. In a town where exorbitant prices can seem like the norm, a deal like this does not go without notice. The clientele is varied, from beer-drinking skiers and snowboarders still decked out in their mountain gear to families celebrating kids’ birthdays over pizza and milkshakes.

Betty Rock’s focus on local patronage extends to special events, too. The restaurant hosts an event called the Political Pizza Party every year, which invites locals in to meet the candidates for local elections and maybe even share a slice with them. Betty Rock has also hosted jazz and bluegrass concerts. “Our goal is to be a community gathering place,” says Hirschfield. “We try to host events that can bring the community together, all while highlighting the excellent food we serve.”

Pizza in the P.M. Lunchtime at Betty Rock is centered around a bistro-style menu featuring sandwiches, soups and salads. Once 4:30 rolls around, however, the kitchen turns into a bona fide pizzeria. Dough can be seen flying through the air and back into

THE STATS: Betty Rock Cafe Website: bettyrock.com Headquarters: Jackson, WY Owners: Marc Hirschfield and Anise Morrow Year started: 2009 Total units: 1 Number of seats: 45 POS system: Maitre’D Oven: Marsal & Sons Delivery, dine-in Number of employees: 10-15 Best marketing tool: All-you-can-eat pizza nights June/July 2011 • pmq.com

33

the hands of head chef Tranby. Kitchen assistants buzz about, pulling pies from the 650° Marsal & Sons oven and slicing them up for hungry patrons.

Betty Rock offers 17 different pizza choices, along with the build-your-ownpie option. Standard pizzas such as cheese and pepperoni are offered by the slice ($3 to $3.50) or as whole pies; specialty pizzas come in 9’’ or 18’’ sizes and cost about $12 for a 9’’ and $20 for an 18’’. Betty Rock also offers Udi’s gluten-free pizza crust for customers who are sensitive to the gluten commonly found in pizza dough.

Rounding out the menu are some of the

“It’s one of those names I’ve always reserved for superhot chicks, and it just kind of fit.” sandwiches from the daytime menu available during nighttime, such as the Turkey Cran Pesto sandwich, which has become a local favorite.

Hirschfield suggests the Dan for customers looking for a savory pizza. Topped

with caramelized onions, hand cut Italian sausage and basil, and sprinkled with truffle oil, the Dan goes great with a glass of Vitiano Rosso blended Italian wine, according to Hirschfield (the pizzeria has recently added beer and wine to the menu).

Tranby often suggests a more pedestrian pizza—the Roma, topped with tomatoes dried in-house and spicy pepperoni. Rather than wine, though, Tranby suggests a beer with a slice: Lagunitas India Pale Ale, a craft beer brewed in California.

Who’s Betty Rock?

Hirschfield attributes his restaurant’s unique name to actress Julia Roberts. “We were watching Pretty Woman, and one of my friends said, ‘Man, she sure is a Betty… a Betty Rock,’ ” Hirschfield explains. “It’s one of those names I’ve always reserved for superhot chicks, and it just kind of fit.”

The scenery outside Betty Rock is pretty good-looking, as well. Standing in the shadow of the perilously tall Snow King Mountain, customers at Betty Rock can enjoy outdoor seating on one of Jackson’s buzziest streets while taking in the stunning views of the surrounding mountains and buttes.

Hirschfield has no regrets about leaving the fine-dining industry to come back to Betty Rock. “At a place like Betty Rock, you’re in the fabric of day-to-day life,” he explains. “Diners at high-end places are there for a special occasion and are more isolated. Here, it’s more hands-on, both with the food and the people.”

Although Jackson is a long way from eastern New York, the Betty Rock crew has managed to make pizza that will delight even the most skeptical of palates. After all, offering all-you-can-eat pizza and inexpensive drinks will bring in customers, but Hirschfield notes that the pizza has to be good enough if you want repeat customers. “We never skimp on quality,” he asserts. “People appreciate that.”

Andrew Ousley is a freelance writer based in Jackson, Wyoming.

34

PMQ Pizza Magazine – The Pizza Industry’s Business Monthly

June/July 2011 â&#x20AC;¢ pmq.com

35

Marketing Marvels Andrew Abernathy

The Venti Vision Despite a recession-era opening, Pizzeria Venti in Atlanta finds success with community-focused marketing, nightly specials and menu variety.

Pizzer ia Venti Ask

about Catering & Private Parties Online Ordering for Takeout!

2770 Lenox Road, Atlanta, GA 3032 4 404.228.2013 • www.pizzeriaventi-atlanta .com

Photos provided by Pizzeria Venti

Now serving specialty coffee!

Lunch Crunch Combo Specials

In the Buckhead area of Atlanta, with its mix of residential and corporate markets, the owners of Pizzeria Venti (pizzeria venti-atlanta.com) have used clever promotions to realize growth potential through in-house dining and catering. As a franchisee of the Atlanta-based, 15-unit chain, Brain Lackey, who co-owns his Pizzeria Venti location with his father, enjoys the freedom to spice up his marketing efforts by creating his own specials and marketing materials. With savvy social media, free slice coupons, a dietfriendly 300-calorie menu, make-yourown-pizza parties and a line of seasonal gelato that was named best in the city

by Metromix.com in 2010, Lackey has found that business can grow slowly but

consistently even in a down economy —if you can plant yourself in the community’s mind.

To discuss Pizzeria Venti Atlanta’s marketing efforts in further detail, PMQ asked Lackey about the keys to his business’ success.

Do you have a target demographic?

We feel that pizza is universal; however, we do offer several specials throughout the week that attract families. On Mondays and Wednesdays, we do a Friends and Family Night special, which includes a pizza, endless salad served in a family-size bowl, and sodas for a group of four.

On Sundays, we offer a similar deal,

Available 11-2, Monday - Friday Cup of Soup & Medium House or Caesar Salad . . . . . $5.00 1-Topping Slice of Pizza, Side House/C aesar Salad & Drink . . . . . $6.75 2 Bocce Balls & a Side House/Caesar Salad . . . . . $6.75 2 Bolinis & a Side House/Caesar Salad . . . . . $6.75 1 Bolini & 1 Bocce Ball & a Side House/C aesar Salad . . . . . $6.75

Monday & Wednesday Nights: $20 Family

Night

includes pan of pizza (cheese, peppero ni or sausage) + bottomless salad + 4 sodas or tea

Sundays (all day): Kids Eat Free

Free kid’s meal with each $5 adult purchas

e.

Not valid with other offers/promot

ions

free lunch

Buy any Lunch Crunch Combo & get a free Lunch Crunch Combo of equal or lesser value.

Pizzeria Venti Atlanta • 404-228-2013 11am to 3pm. With this coupon. One coupon per table/party/visit.

Not valid with other offers/promotions. Valid even on weekends.

Exp. 5-31-11

free dinner

Buy any baked pasta dish + 2 drinks & get a free pasta dinner of equal or lesser value.

Pizzeria Venti Atlanta • 404-228-2013 After 5 p.m. With this coupon. One coupon per table/party/vis it.

Not valid with other offers/promotions.

Exp. 5-31-11

featuring pasta: Nonna’s Dinner includes bottomless pasta and salad served family-style.

Do you advertise or distribute print materials?

Being in Atlanta, we have many different publications that we can advertise in, but we choose to keep our ads in our community’s papers. This works well for us because it keeps us in front of our core customers. We also created some print marketing materials that we drop off at local businesses; these list our weekly specials, our menu, a map of where we’re located, and a couple of coupons for them to come in and try us out.

What’s your approach toward social media?

Social media is a vital part of our marketing approach, and it’s key to our community involvement. It’s a great way to get the word out about specials or new menu items, and we get a lot of

36

PMQ Pizza Magazine – The Pizza Industry’s Business Monthly

traction when we promote big events.

For example, on our second anniversary, we gave away free slices of pizza all day. We posted the event on Twitter and Facebook; it was picked up by several local blogs, and one of Atlanta’s television stations featured it on the “Friday Freebies” segment. We share job leads on Twitter. We’ve posted information about lost pets, local school fundraisers, warnings about bad traffic, anything that might help or entertain our community. Overall, social media is an extension of our brand and our personality. It’s a fun way to interact with our customers, and we get a lot of positive comments from people who like to connect with the people behind the restaurant and who like to support a locally owned business.

Do you have any regular specials?

In addition to the family specials, we do lunch combo specials Monday through Friday and date night specials on Friday and Saturday, offering couples a shared appetizer, two pasta dishes and a shared dessert.

What’s your best marketing tool?

The most effective marketing tool has been our free slice card. Once the people of Atlanta taste our pizza, they’ll be lifelong customers. When we first opened, we gave out business card-sized coupons for free slices of pizza at local businesses —no strings attached. It got potential customers in the door, and our food did the rest.

Top: Customers gather inside Pizzeria Venti. Bottom: Pizzeria Venti opened its doors in 2008 and has found success despite a down economy.

What are some of the bestsellers on the menu?

When we started looking at nights to offer a buffet, we decided on Tuesday, because Wednesday is church night and Friday is already more than we can handle. Now Tuesday is tough to get into.

We’re handcuffed by parking and seating right now—it’s a great problem to have!

What kind of response has your 300-calorie menu received?

We use all-natural ingredients and make everything fresh, so we know our pizza is healthy. When we had some regular customers say they’d be back after their diets were over, we realized we needed to do a better job showing customers how healthy our menu items are. We created June/July 2011 • pmq.com

37

the 300-calorie menu to show that you can eat pizza and still stay on your diet.

We have five complete meal options on the 300-calorie menu. The option that includes a slice of cheese pizza is the same slice of pizza on our regular menu.

We explain to customers that any of our single-veggie topping slices come in very low on calorie counts, too. The response has been very positive. People are happy that they don’t have to eat only salad to stick to their diets.

What’s your take on coupons?

We don’t issue many “X percent off” coupons. We opened just as the economy tanked, and in the midst of the recession, we experimented with coupons. Today, we offer a few for books that the local schools sell for fundraisers, and we’ve done a few that go to the neighborhood. We would rather give something for free, just to invite new customers to come in and give us a try, rather than giving them a percentage off the ticket. We think this protects the real value of our product.

Has the recession affected your business?

We opened in December 2008—at the start of the recession. When people are watching their wallets, they are less likely to try something new and unproven.

Co-owner Brian Lackey and his wife, Jamie Lackey, work together on Pizzeria Venti’s marketing efforts.

We had to work extra-hard to get them to give us a chance. As I said, we went door to door at local businesses. It’s harder to get into the gated residential communities, but we were creative. In addition to direct mail pieces when we first opened, we met with concierge personnel at local condo buildings and asked them to share flyers. We’ve also gotten involved with the community by sponsoring local school events. We do wine tastings once a month, and we have a local group— Opera On Tap—that performs here once a month.

Do you have advice on how to make profits with catering and parties?

My advice on catering is to make sure you can handle the volume; it’s a great profit center if you can handle it. You need to make sure that your core business doesn’t suffer. We’ve ramped up our catering gradually to make sure we can handle the workload. It’s important that you understand your cost of goods so you can price large catering orders, when customers will be asking for volume discounts.

What is your philosphy regarding customer service?

I traveled to Italy for training before I opened my own restaurant. At the trattorias in Italy, I didn’t feel like a customer; I felt like a special guest.

We strive to make our guests feel the same way. Although we have a fastcasual concept without a full-service waitstaff, our staff is very attentive to customers—and we regularly receive compliments on our customer service.

Our philosophy goes beyond getting food out to customers on time. We go out of our way to exceed expectations. For example, we recently hosted a children’s birthday party. When I spoke with the mom about renting our private dining room, she asked if we had any activities for kids. We came up with a “Create Your Own Pizza” party. I had kids’ aprons embroidered with our logo and purchased paper chef hats. On the day of the party, we let the kids top their own pizzas with whatever they wanted, and we baked the pizzas and served them to the kids.

Everyone had a great time.

Andrew Abernathy is PMQ’s associate editor.

Magnetic Attraction Magnets have long been a favorite of pizzerias; are you getting the most out of this promotional staple?

By Tracy Morin Magnets are popular with a variety of business types, for one obvious reason: They provide contact with customers over the long haul. Long after other marketing materials have been thrown in the trash, magnets typically stick around (literally and figuratively) on a fridge months—sometimes years—after they’re obtained.

“They’re a low-cost way to advertise with a high return on investment,” says Eric Bogard, marketing director at Magnets.com in Jersey City, New Jersey. “A pizzeria can get dozens of impressions a day where hungry customers are sure to be on the prowl for a bite: the family refrigerator!”

Magnets nowadays also have seemingly endless variations so that you can choose the best format for your business. Whether you want to provide customers with a memo board, a calendar or just a run-of-the-mill business card-size magnet, you have a plethora of options as far as colors, shapes and messages. You can mail them, give them out with orders, or pass them out at local events. Ultimately, when it comes to the way you choose to market yourself with magnets, the sky’s the limit! We spoke to magnet insiders and pizzeria operators to find out how to make magnets work for you.

Q: Why magnets?

Q A: A “My first experience with magnets was w when my pizzeria had been open for about ffour months. I got a big school order and had a local printer make up magnets to put in every pizza box for the school. I hadn’t done any advertising until then, and afterward my sales increased in three weeks by 40% to 50%. That showed me the response you could get. If you’re not using magnets, you’re losing out on the permanent visual impressions that impact your customers every time they go to the fridge.”

–Richard Ames, owner, Daddio’s Pizzeria (daddios.ca), Grand Prairie, Alberta, Canada “The advantage of using magnets involves the repetition of the advertising message—it’s always in front of your customer. But in this economy, people are also using more coupons, so you can print coupons on your magnets that you can mail as bulk rate, or use as door hangers or box toppers. It costs the same to mail a magnet as it does a postcard, but a coupon magnet mailed out to customers can more than double the return on your investment.”

–Robert Trope, president, Magnets by PAC, Largo, FL Q: What are some new developments or trends in magnets?

40

PMQ Pizza Magazine – The Pizza Industry’s Business Monthly

A: “Customers can really take advantage of technology at every stage of their orders now. From designing online to checking the status of an order to quickly and easily reordering, the Web provides an environment that’s completely built for the user.”

–Eric Bogard, marketing director, Magnets.com, Jersey City, NJ “QR codes! Magnets are now being used as a successful vehicle to get a quick response (QR) code in the customer’s hand. The code has the ability to provide the instant gratification that customers crave, giving quick access to your menu and much more. The content on the QR code can change to reflect new specials, price changes, coupons, etc.—you just make the changes on your landing page. The QR code itself never needs to change, so it’s always current wherever it’s printed.”

–Trope “A couple of years ago, we started offering eco-friendly magnets because our customers were asking for them.

Magnets themselves are not renewable, but these magnets are made from recycled magnet material, and the top part has recycled lithograph material. You can’t tell the difference between the eco-friendly and regular magnets, and even though they

cost 30% to 40% more, many clients make the ethical decision to be greener.”

–Jonathan Martin, owner, CoolBlueLogo, Seattle, WA “I see a lot of clients using magnets that include baseball or football schedules, or calendar magnets with photos on them.

These keep the customers coming in to get the new schedules or calendars and keeps them on the fridge all season or all year long.”

–Donna Weaver, president, Perfect Image Marketing, Coram, NY “In this economy, owners are doing more incentives, like ‘Save 10 magnets, get a free pizza.’ Our customers are also using full color to show their food, store front, or even delivery vehicles!

Five Star Pizza (fivestarpizza.com) ordered a custom-shape magnet in a Smart car design with their info, since they use a smart car to deliver.”

–Jay Minsker, director of sales, Off the Wall Magnetics, Portland, OR Q: How can I make my magnets attract and keep a customer’s attention?

A: “Some people use magnets in wedge shapes; when the customer collects enough to make a whole pie, he gets a free pizza. You have to make sure the phone number on the magnet can be read from 5’ away; that’s the typical distance from the fridge to the telephone. Make sure it’s readable, and that the background color contrasts enough with the lettering.

I’ve run promotions before where I say, ‘Bring me a competitor’s magnet and take home my magnet instead, and get a free pizza.’ It gets the other company’s magnet off customers’ fridges and gets new people in the door who can turn into repeat customers. Die-cut magnets also attract a lot of attention; the eye is drawn to unique shapes. I also make for fundraising a magnetic memo board that has my menu printed on back and comes with area business’ coupons; schools can sell it and keep the $5 they charge, and the menu and board stays on the buyer’s fridge for a long time.”

–Ames “To stand out, drive loyalty and provide value, some of our pizzeria customers utilize magnets with a coupon for 10% off the next pizza, for example. Several years ago, a pizzeria completely covered its company van with pizza magnets and encouraged passersby to take one. Sales for the weekend and following week were up significantly. In today’s social media climate, a creative campaign like this one is a quick and low-cost way to generate buzz and attract new customers.”

–Bogard

What`s Your Type?

Frank Kingston Smith, vice president of Showline Promotional Products in Scottsdale, Arizona, explains some of the more popular types of magnets for pizzerias and their benefits: The business card-size is simplest and easily sticks to a refrigerator. Try a simple reminder: “Don’t cook tonight! Pizza is a delight!” These can also have numbered boxes at the bottom for the pizzeria to stamp at each purchase; for example, after five pizzas, the next one is free.

Fridge clips have magnets on the back and can be used to hold more than a simple note. On the blade of the clip, print, “Remember pizza!” and your phone number.

Memo boards are a great promotional idea; everybody can use one. You can make ones with space for grocery lists, babysitter notes, “things to do” lists, emergency numbers or calendars—or you can design your own board.

The do-it-yourself calendar or schedule is very simple. Provide a 12-month magnetic calendar that has a place to stick your business card on top, or use a sports schedule featuring local teams.

“I tell pizzeria customers to make the phone number as wide as the magnet, because it’s the most significant piece of information on the magnet. Your logo doesn’t help them connect to June/July 2011 • pmq.com

41

you; the phone number does. I also recommend a black or dark background color with red lettering that is outlined in white to make the text stand out.”

–Royce Schmidt, proprietor, Glacierwind Specialties, Montrose, British Columbia, Canada

“Our biggest seller is the coupon jumbo magnet, which carries the business’ messages, phone numbers, and various tear-off coupons with special offers.”

–Trope “The most creative and useful one I did was for a real estate company that listed local restaurants and phone numbers on the magnet, and actually did a co-op deal so the local restaurants would hand out magnets to their customers. This was a great idea for keeping the magnet on people’s fridges for a long time! Restaurants, likewise, can partner with local businesses. Also, magnets that can be punched at a pizzeria for a promotion can be handed out to customers in-store or mailed out.”

–Weaver

Q: What questions should I ask a magnet manufacturer before ordering?

A: “Not all magnets are created equal, so ask about the thickness of the magnet. A 2-millimeter thickness can barely hold itself up on a surface, but a 5-millimeter one can hold papers or pictures; and if the magnet doesn’t hold, it won’t stick around. Ask if the magnet is coated; these will stand up longer. If you don’t have someone graphically capable to

do your design, it might be well worth the setup fees to get professional help. ” –Ames

Tracy Morin is PMQ’s managing editor.

“Understand the complete cost of the product; vendors can add on extra fees for designing artwork, setup, full-color printing, etc., which can quickly balloon. Also, what kind of service does the company provide—do they provide consultations, do they go above and beyond?”

–Bogard “Look for no extra charges for setup or color. Make sure the manufacturer can offer at least some art tweaking if what you send in isn’t exactly right. And always look for manufacturer specials. Have the person who does your graphics produce the art for any promotional items; the company can supply parameters and, in some cases, templates.”

–Frank Kingston Smith, vice president, Showline Promotional Products, Scottsdale, AZ “Some people are concerned about magnets that are made overseas due to materials that could be harmful if, for example, a kid put one in his mouth, so you might want to ask where they’re made. Make sure there are no surprises as far as costs, and check the supplier’s mailing address. There are bogus manufacturers out there who will list a PO Box address—if they don’t come through, can you find them?”

–Schmidt “Ask about the weight of the magnet—shipping can be expensive. Ask for a proof to approve before it goes into production.

Ask the supplier for any ideas from a promotional perspective.”

–Weaver

The Magnetic Field Need magnets? Try the following suppliers: Color Vision, 715-352-7000, www.colorvisionltd.com Magnetic Ad Concepts, 800-365-3351, magneticadconcepts.com Magnets by Pac, 727-541-6280, magpac.com Magnets.com, 866-229-8237, magnets.com MagnetStreet, 800-788-8633, pizzamagnets.magnetstreet.com Magnets USA, 800-869-7562, magnetsusa.com Monster Magnet, 866-712-3091, monstermagnet.com m Off the Wall Magnetics, 800-337-2637, 4thefridge.com .com Patterson Printing (ThePizzaPrinter.com), 877-359-3772, thepizzaprinter.com Rainbow Magnets, 800-535-1433, rainbowmagnets.com Showline Promotional Products, 800-607-6932, showlinellc.com Taradel, 888-210-8189, taradel.com Vision Marketing, 434-316-0056, memoboardsrock.com 42

PMQ Pizza Magazine – The Pizza Industry’s Business Monthly

Pizza of the Month:

44

Seafood

Hawaiian

PMQ Pizza Magazine – The Pizza Industry’s Business Monthly

Pizza Luau Contrary to expectation, Hawaiian pizza was not invented by the inhabitants of the country’s only archipelago state. In fact, it’s likely not an American creation at all. The origin of this pineapple-and-ham-topped creation is often attributed to Sam Panopoulos, who introduced the dish on the menu of his Satellite Restaurant in Chatham, Ontario, Canada, in 1962. Nearly 50 years later, however, this pie—known for its scrumptious marriage of sweet and savory—is a beloved staple for pizza makers of all styles and locations. This season, as customers come through your doors to escape the heat, offer this refreshing specialty—the Hawaiian pizza has “summer special” written all over it.

Fiery Hawaiian Pizza Recipe and photo provided by Tyson-Bonici

1 10’’ sheeted dough 9 slices Canadian bacon 3½ oz. applewood-smoked bacon, fully cooked 1½ tsp. light olive oil 1 oz. Parmesan cheese, grated 3 oz. pizza sauce 3½ oz. fresh pineapple chunks, grilled 1 oz. roasted red peppers, cut into strips 1¼ oz. provolone cheese, shredded 1¼ oz. mozzarella cheese, shredded Pickled jalapeños, to taste Cover the dough completely and let rest in the refrigerator between 32° and 36°F prior to use. Cover the Canadian bacon completely and store in the refrigerator between 32° and 36°F prior to use. Cut smoked bacon into 1’’ dice, cover completely, and hold refrigerated at or below 40°F. Hand toss the dough and brush evenly with ½ tbsp. of olive oil. Dock the dough to prevent bubbling and blistering. Sprinkle the dough evenly with the shredded Parmesan cheese. Spread pizza sauce evenly over the dough. Top the dough with thawed Canadian bacon, grilled pineapple, applewood-smoked bacon, roasted red pepper strips, and provolone and mozzarella cheeses. Bake on a parchment-lined sheet pan or a mesh pizza screen in a 375°F preheated convection oven for 8 minutes. Remove from the oven and cut into 8 slices.

Garnish evenly with pickled jalapeños.

Makes one 10’’ pizza.

Who says fruits and nuts can’t mingle on a wood-fired pizza? Cadillac Pizza Pub (cadillacpizzapub.com) in McKinney, Texas, offers the El Dorado, a pineappletopped pie accented with Canadian bacon, cranberries, fresh-roasted cashews and red onions.

Garlic Jim’s Famous Gourmet Pizza (garlicjims.com), based in Tacoma, Washington, claims customers will be in paradise after eating its unique take on Hawaiian-style pizza, piled with Canadian bacon, pineapple, coconut and almond slivers.

At Old Chicago Pizza & Pasta (oldchicago.com), based in Boulder, Colorado, a Hawaiian-style recipe receives a deep-dish twist. This specialty pie is covered in Canadian bacon, pineapple, red bell peppers, green onions, mozzarella and a sweet-and-spicy pizza sauce.

Up-and-coming artisanal pie shop Pizzeria Lola (pizzerialola.com) in Minneapolis offers the Hawaii Pie-O, topped with all-natural bacon, fresh pineapple, mozzarella and provolone.

Marketing Tips Summer is prime time for promoting Hawaiian-style pizza, so boost your sales by offering attention-grabbing promotions.

Promote your efforts with social media to generate a buzz; take TwitPics and post images to Facebook for the best results. We suggest you say “aloha” to increased Hawaiian pizza sales with the following suggestions:

• Offer a discount on Hawaiian pizza for customers wearing Hawaiian shirts.

• Enter every customer who orders a Hawaiian pizza into a free pizza party raffle.

• Provide leis for customers when their Hawaiian pizza arrives at the table.

• When the heat is on, hand out samples in-house and even to passersby outside your store to remind them about your take on the Hawaiian-style pie.

• Set aside a half-price Hawaiian pizza night, and kick off the special with a luau-style party at your pizzeria.

For more recipes, visit PMQ’s Recipe Bank at PMQ.com/recipe.

• Try out a refreshing tropical beverage and pizza pairing—a little umbrella can go a long way!

June/July 2011 • pmq.com

45

The

Food Chain

Take these tips from operators and food distributors on how to form mutually beneficial working relationships.

By Artesha Dunning Managing a pizzeria requires purchasing the right product for the right price, and while you can’t always control food costs, you can control your relationship with distributors. Building a strong relationship with your suppliers is an essential step in building the foundation of a successful business venture. PMQ collected tips from operators and distributors who volunteered their advice on making this essential relationship work.

“Not only is having quality food important—having quality relationships is, as well.”

46

PMQ’s Pizza Magazine – The Pizza Industry’s Business Monthly

“Find a rep who shares your passion, work ethic and vision. He makes commission on food sales, so if you’re successful, he’s successful.

Besides, he’s your lifeline if you run short on an item and need a will call. If he saves you on a Saturday, you’ll know he cares about the success of your business.”

Matt McClellan, owner Tour De Pizza (tourdepizza.com) St. Petersburg, FL “Having an independent distributor is beneficial because the reps can help a new restaurateur with a better understanding of how a pizzeria works from the outside in. They can even go as far as helping with menu ideas and recipes.”

Steve Negri, owner Mandy’s Pizza (mandyspizza.com) Pittsburgh, PA “The distributor should be about service, and getting you what you need when you need it. Some companies auction food and have no consistency, so using a smaller distributor can help enrich your quality of food and help build a strong relationship.”

Vince D’Amico, vice president of sales D&D Foods Egg Harbor Township, NJ

“Taste the different sauces and cheeses you use; never just go with the cheapest. Cheap ingredients equal cheap product.”

Giorgio Giove, co-owner Brother’s Pizza Staten Island, NY “Don’t expect what you don’t inspect. Many operators expect so much, but never inspect the products they receive. If you inspect, the distributor will make sure he doesn’t botch your product; otherwise, distributors won’t make the extra effort to ensure you have what you need.”

Daniel Westmoreland, general manager Little Caesars (littlecaesars.com) Oxford, MS “The most important thing a pizzeria owner or manager can do is receive the salesperson with an open mind when called on. It’s also very important the sales rep listens to the customer’s needs and gives him what he’s looking for.”

Thomas Russo, vice president of sales Vesuvio Foods Edison, NJ

“Find out who manufactures the house labels whenever you can. For pizza places, cheese, tomatoes, flour and meats have to be consistent. House labels periodically go out to new bids, and can change manufacturers without notice, which can lead to tragic results.”

Nick Sasso, kitchen manager Nick’s Pizza (nicksgrantville.com) Grantville, GA “There is more to buying ingredients than cost; you have to think about what you are selling.

Cheap isn’t always good!”

Mike Hauke, owner Tony Boloney’s (tonyboloneys.com) Atlantic City, NJ “Not only is having quality food important—having quality relationships is, as well. Find a company that deals with operators like family. This builds the trust every operatordistributor relationship needs.”

Rob Triulzi, driver Andoro & Sons Food Wentzville, MO “It takes much patience! You’ll encounter wrong items, out of stock items, misrouted trucks, and cheese prices going through the roof—but these things are out of the representative’s control.

Many owners don’t know this and take their frustrations out on the rep.”

Ron Mathews, founder Rockstar Pizza (rockstarpizza.net) Brownsburg, IN

Distribution Network Finding the right distributor can be a daunting task. Below you’ll find a list of national food distributors; visit PMQ.com/distributors to find individual distributors that serve your area.

Bellissimo Foods Company 800-813-2974, bellissimofoods.com Performance Food Service 804-484-7700, pfgc.com Roma Food (A Performance Food Group Co.) 877-297-7662, romafood.com Sysco 281-584-1390, sysco.com U.S. Foodservice 877-583-9659, usfoodservice.com

June/July 2011 • pmq.com

47

“The most important thing when dealing with pizzerias is to know the owner’s vision. It’s important for a vendor distributor to know how the owner wants his customers to view the pizzeria.”

Jeanette Catena, sales representative Orlando Foods Maywood, NJ “Distributors should not overcharge, should make sure operators get quality products, and should ensure quality customer service. Find a company that helps you when you’re down on payments; most distributors drop a client because of this.”

Eddie Napoleone, owner Nappies Foodservice Oakdale, PA “I spend time with my distributor in order to build the relationship. I let the rep know what I hope to do with my restaurant, because the distributor has many products, and I wouldn’t know about a lot of them if my rep hadn’t suggested them to me. I can’t complain about getting overpriced items simply because, as an operator, I know it’s important to do my research and stay on top of things.”

Frank Catena, owner Luna Pizza (lunapizzanj.com) Three Bridges, NJ Artesha Dunning is PMQ’s editorial intern.

48

PMQ’s Pizza Magazine – The Pizza Industry’s Business Monthly

Distributors at Your Fingertips Looking to network with distributors and farmers?

Foodem.com, a Web-based B2B marketplace, offers a searchable directory that allows you to find a wide variety of distributors. The company was founded in 2009

by Kash Rehman, who sensed a demand for a database to help make ordering products easier after working in the restaurant industry for nine years. While dealing with several distributors, Rehman knew other business owners were stuck in this situation, and created foodem.com.

The resource is free after registration; simply type in the search box what you’re looking for, then pick.

Refrigeration Retention Learn basic ways to get decades of use out of your kitchen’s cold cases and reduce the likelihood of costly repairs.

By Andrew Abernathy In the pizza industry—where the holy trinity consists of dough, sauce and cheese—you almost always need to chill your ingredients before you char them.

This means your refrigerators are major kitchen assets—ranking right up there with your oven when it comes to appliances that require daily use. If you’re a high-volume operator and use distributors for the majority of your ingredients, you likely depend on a walk-in unit for safe storage. But reach-in, pass-through and prep table refrigerators also outfit both big chain and mom-and-pop pizzeria 50

kitchens. They’re tools that help your kitchen crew quickly reach the ingredients they need and, like all tools, need to be taken care of for maximum longevity.

Investing money and maintenance hours in the right equipment is a must for ensuring your food is stored safely between 38˚ and 40˚F, saving money long-term, preventing food waste, and maximizing back-of-the-house efficiency for front-ofthe-house satisfaction.

PMQ asked manufacturers how operators can maintain their refrigerators’ capabilities and establish practices for

PMQ’s Pizza Magazine – The Pizza Industry’s Business Monthly

getting the longest operating life out of their equipment.

Clean Condensers You and your staff likely spend a great amount of time making, tossing and stretching dough, which generates a lot of particles floating around in the air— one of your refrigerator’s biggest enemies. When a refrigerator’s condenser gets dirty, the compressor has to work harder to maintain temperatures. As a result, your equipment uses more electricity, which can cause your compressor to overheat. What’s worse, when an unattended refrigerator stops working, it’s only a matter of time before your inventory goes bad, and suddenly you’re losing money in sales and inventory, too.

On the other hand, by cleaning your machine before closing every night, your refrigerated appliances can last more than 20 years without requiring major repair.

This duty should ideally fall upon your

Equipment Trends: Think Green Properly caring for your equipment can mean long-term savings, but the latest in green technology can also save you money by reducing your electric bill. PMQ asked the project managers at New Port Richey, Florida-based manufacturer Manitowoc: What you should look for when it’s time to upgrade your reachin refrigerator?

The Right Foam: Shop for an environmentally friendly, high-density, polyurethane insulation foam. Ideally, a new unit will meet three criteria: Kyoto Protocol-compliant, non-ODP (ozone depletion potential) and non-GWP (global warming potential).

Green Refrigerant: The days of Freon, aka R-22, are over—even your refrigerant can be green. There are dozens of green refrigerants out there, but many reach-in refrigerators now use R404a and R134a.

Self-Closing Doors: Self-closing doors often feature a helpful 120˚ stay open feature for you kitchen staff, and this technology also ensures a positive seal every time you shut the fridge, ultimately saving energy.

Accessible Condenser Coils: Regularly cleaning your refrigerator’s condenser coils can reduce your electric bill and prevent repairs. Look for a model that will be easier to clean to discourage neglect.

Top-Mounted Compressors: It’s simple physics—every time you open the door on a bottom-mounted refrigerator, ambient heat potentially enters the interior of your refrigerator. Top-mounted refrigerator compressors take this factor out of the equation.

Energy Star-Certified: Shop smart. If it’s not Energy Star-certified, it’s not the latest in green technology.

closing staff, says Clint Royster, national sales manager for U.S. Refrigeration in Beltsville, Maryland. “Maintenance needs to be high on your priority list,“ he points out. “You can easily increase the life of your refrigerator by 50%.”

Royster points out that you should consult your user manual for recommended maintenance practices. If you’re buying a new unit, some manufacturers now utilize smartphone technology, placing QR codes on refrigeration units so you can obtain a Web-based manual on your mobile device. Regardless of how you review the manual, make sure your employees read it, too, so they learn the proper maintenance for your individual units.

Stay Sealed On any refrigerator, preserving the integrity of the door’s seal is also important; an airtight seal makes your unit more energy-efficient. After cleaning your compressor regularly, take the time

to clean and inspect your refrigerator door gaskets for cracking, because seals are often overlooked by operators, notes Randy Augustine, senior product manager for Hoshizaki in Peachtree City, Georgia. “Your door gasket needs to be clean, pliable and lubricated,” he explains. “Taking care of your gaskets is probably the most neglected duty when it comes to long-term maintenance. It’s also one of the least expensive ways to maintain your equipment.”

You should look for additional features in a refrigerator that promote savings, says Faith Bamka, marketing manager for Continental Refrigerator in Bensalem, Pennsylvania. Search for LED lighting to lower your power bill; check for Energy Star features, such as antisweat controls and thicker walls, which hold temperatures longer. Some of the latest glass-door refrigerators can hold temperatures nearly as well as thickerdoor models and can reduce the amount

of time your fridge is open when you’re searching for ingredients.

Professional Help Regular checkups for your refrigeration may seem unnecessary in the short term, but they can help extend the life of your equipment. On most new purchases, you’ll likely have a parts replacement warranty for six months to two years.

However, you should also ask about service contracts; as Joe Ferrara, president of Lindenhurst, New York-based Marsal & Sons points out, this option will keep knowledgeable eyes on your equipment in the first years of operation. If your manufacturer can’t recommend a maintenance professional, ask a noncompeting operator for advice. If your equipment is older, you should have a refrigeration professional examine the unit at least once per year for reach-in refrigerators and twice per year for refrigerated prep tables.

However, Augustine recommends three June/July 2011 • pmq.com

51

maintenance visits per year for refrigerators in kitchens with a lot of flour flying through the air. Ultimately, you should regularly observe your refrigerators and call in a professional if your machine is running noticeably louder than normal, not holding temperature, or not holding uniform temperature in all parts of the interior. If think you can maintain your own equipment, contact your manufacturer about extendable warranty options for backup.

When it comes to long-living kitchen equipment, preventative actions are obviously preferable to constant repairs later on. Operators should remember that this effort is a management and mechanical issue, so educate your managers and workers on essential maintenance and cleaning practices. It’s easy to go days and even weeks without taking the extra time to clean your condensers, inspect seals and wipe away flour that falls inside and outside your machine. But with the right disciplined approach, you’ll be on track to save money over time rather than spend it all when your refrigerator unexpectedly fails.

Keep Your Cool There are plenty of refrigeration manufacturers out there, so do some research to find the right company and product for your pizzeria.

Consider these manufacturers for your refrigeration needs: Ascend, 510-477-3412, ascendmfg.com Beverage-Air, beverage-air.com Continental Refrigerator, 215-244-1400, continentalrefrigerator.com Delfield Refrigeration, 989-773-7981, delfield.com Electrolux Professional, 866-449-4200, elctroluxusa.com/professional Hoshizaki, 770-487-2331, hoshizaki.com Hudson Refrigeration Manufacturing, 800-924-7071, hudsonwholesalers.com Kelvinator Commercial, 866-738-1640, kelvinator.com La Rosa Refrigeration & Equipment Co., 313-368-6620, larosaequip.com Leer, 888-766-5337, leerlp.com Manitowoc, 877-375-9300, manitowocfsusa.com Marsal & Sons, 631-226-6688, marsalsons.com Master-Bilt Refrigeration Solutions, 662-534-9061, master-bilt.com Migali Refrigeration Equipment, 800-852-5292, migali.com Silver King, 800-328-3329, silverking.com Taylor Refrigeration & HVAC, 702-369-9119, taylorrefrigerationhvac.com Traulsen & Co., 888-446-2278, traulsen.com True Manufacturing, 636-240-2400, truemfg.com Turbo Air, 310-900-1000, turboairinc.com U.S. Refrigeration, 847-526-1099, usrefrigeration.com

Andrew Abernathy is PMQ’s associate editor.

52

PMQ’s Pizza Magazine – The Pizza Industry’s Business Monthly

Exploring Pizza

Overseas Part 2

In part two of this three-part series, discover who rules the roost in six additional pizza loving lands.

In the May, issue we took you to Italy, France, Austria, Spain and Switzerland.

This month, we’ll explore the industry leaders in Norway, Sweden, Finland, Russia, Poland and Turkey.

The pizza market overseas is divided into three areas—full service, quick service/ fast food and delivery—and each segment has its own rules. The quick-service restaurants and the delivery services have profited the most during the difficult economic climate of the last few years, and they are also the ones who are announcing the most ambitious expansion plans.

Two U.S. brands dominate the pizza scene overseas: Pizza Hut (pizzahut. com), with more than 13,000 units in almost 100 countries, and Domino’s Pizza (dominos.com), with more than 9,000 stores worldwide. Both brands are present in numerous European countries.

Pizza Hut has nearly 1,340 outlets in Europe, most of them in Great Britain (649), France (112) and Portugal (97).

The four European pioneer brands are Telepizza (telepizza.es; Spain), Pizza Express (pizzaexpress.com; U.K.), Koti 54

PMQ Pizza Magazine – The Pizza Industry’s Business Monthly

Article and photos courtesy FoodService Europe & Middle East

Pizza Hut, Scandinavia

June/July 2011 â&#x20AC;¢ pmq.com

55

Pizza (kotipizza.fi; Finland) and Spizzico (Italy).

Peppes Pizza, Norway

Norway Among the Scandinavian countries, Norway is known as the pizza loving country.

Pizza is a common everyday convenience dish in Norway, and the average Norwegian eats a pizza meal every other week.

Two large foodservice players dominate the market: Peppes Pizza (peppes.no), with 93 units around Norway; and Dolly Dimple’s (dolly.no), with 80 units.

Norwegians’ consumption of pizza is among the highest in the world. Out of the total number of pizza meals consumed in Norway, the majority consist of frozen pizzas sold in supermarkets, and a smaller part is sold in restaurants or delivery shops. Norway is the country where the delivery segment has enjoyed the greatest success. A common market observation is that the overall pizza segment growth has stagnated in the last couple of years, and competition among the chains has increased. “We experience that price has become an important competition factor,” says Harald Barfod, marketing director of Peppes Pizza. “We welcome more focus on concept and product development, in order to draw the customer’s attention from price to value and quality.”

Peppes Pizza is owned by Umoe Restaurant Group, the giant foodservice player on the Norwegian market that also holds the licence for Burger King, T.G.I. Friday’s and other brands. Peppes introduced the American-style pizza in Norway when its first restaurant opened in 1970.

About 50% of Peppes’ units are run by franchisees, and about 50% are companyowned. Since 2005, it is also present in Kuwait, with five units, and soon will open in Egypt with the same franchisee partner as in Kuwait. About 60% of the pizza meals are consumed in-restaurant, 25% for delivery and 15% takeaway.

In the restaurants, Peppes has launched new pizzas in a recipe cooperation with the famous chef and member of the Norwegian culinary team Sven Erik Renaa.

Peppes is also in the retail business, with a line of branded products to “make Peppes pizza at home.” The range includes fresh pizza dough, pizza dough flour mix, pizza cheese, tomato sauce, pepperoni, etc.

Another large pizza player is Pizzabakeren (pizzabakeren.no), a chain of 56

80 pizza shops in Norway focusing on 100% takeaway/delivery (waiting seats only) and 100% franchise. The company has had a rapid expansion and plans for continued growth (approximately 10 to 15 units per year). In October 2010, Pizzabakeren will open its first outlet in Sweden and plans to expand further in the southern parts of Sweden.

Other players competing on the Norwegian scene are, for example, Pizza & Kina Expressen (22222222.no; 11 units), which used to be owned by NorgesGruppen but is now privately owned; and Pizza Baronen (pizzabaronen.no; 9 units).

Sweden The pizza market in Sweden is dominated by small, local and privately owned

PMQ Pizza Magazine – The Pizza Industry’s Business Monthly

pizzerias “just around the corner.” More than 70% of these units’ turnover comes from takeaway business. It’s still quite common for consumers to phone in their orders, and then come and collect the pizzas themselves. Online ordering is increasing; website examples are onlinepizza.se and pizza.nu. The companies behind the sites coordinate the orders and their delivery from individual pizza shops and restaurants. There is a general trend toward higher-quality ingredients, and specialty trends toward gourmet pizzas, sourdoughs and dough made of spelt flour. Pizza is also on the menu in restaurants that do not specialize in pizza as such; for example, in fullservice restaurants such as Kungsholmen (kungsholmen.com) in Stockholm, part

Pizza Hut, Sweden

T

here is a growing preference among customers for more high-quality fresh ingredients and toppings.

Papa John’s, Russia

of the F12 Group, which includes a shellfish pizza on the menu.

Pizza Hut (pizzahut.se) is Sweden’s only established pizza chain brand.

The NRG Pizza company holds the nationwide licence from franchisor Yum! Brands. NRG runs 11 Pizza Hut restaurants in Sweden and plans to add another one to two units each year. The strategy for Pizza Hut Sweden has been to move its market position toward casual dining and even more toward the premiumdining segment. “During the last five years, we have developed a broader menu and invested in restaurant interior and atmosphere,” says NRG managing director Björn Källström. Pizza choices are complemented with pasta dishes, salads, spareribs, chicken wings, nacho dishes, etc., in order to offer a better variety for regular guests and those who prefer other dishes to pizza. The American pan pizza is still the dish with the greatest sales volume. There is a growing preference among customers for more high-quality fresh ingredients and toppings. Many of these ingredients are added after the pizza is baked—for example, rucola salad, Parma ham, fresh herbs, etc.

SSP, Scandinavian Service Partner, holds the Pizza Hut Express license for high-traffic locations. The company is currently operating two Pizza Hut Express outlets. One is located at an airport and the other is at a train station.

Finland The pizza segment in Finland is practically in the hands of one player: Koti Pizza. With the impressive number of 280

restaurants in Finland, one in Russia and two in Estonia, it is one of the top three pizza chains in Europe in terms of number of units. Rabbe Grönblom, an entrepreneur to his fingertips, founded Koti Pizza in the city of Vaasa in 1987. Since then, growth has been steady and entirely organic. The strategy is to operate exclusively on a franchising basis, and most franchisees run one or two units. Only eight outlets are company-owned.

The domestic expansion in Finland will continue. “There are more than 1,000 individual pizzerias in Finland, so there is clearly a market potential for more Koti Pizza outlets,” says managing director Kim Hanslin. “In Russia, we will start expanding as soon as we have selected a master franchising partner there.” Koti Pizza is also in the process of entering the Korean market and hopes to open its first unit in Korea soon.

All Koti Pizza units have some form of eating-in facilities, although some of them are small. The expansion focus in Finland is on shop-in-shop (establishments in gas stations and shopping centers). A distinct trend within Koti Pizza is more takeaway and delivery. Delivery service is available all over Finland and provided by a mix of company-owned vehicles, taxi cooperations and external distribution companies. The health trend affects the pizza consumer as well, and there is a tendency to choose healthier pizza alternatives.

Russia Italian cuisine is still a hit in Russia, though the number of traditional

pizzerias keeps decreasing. Most restaurants are widening their concepts to include pasta, main courses, American thick-crust pizzas, and sometimes other ever-popular bestsellers, such as Bavarian sausages, Russian salad, borscht and even sushi. Russian pizza chains started to widen their offerings five years ago, aiming for a bigger target clientele. Some chains still have the word “pizza” in their brand names, notwithstanding a vague, often multinational offer. The share occupied by pizza on the menu depends on the concept. If the chain positions itself as an Italian trattoria or osteria, pizza accounts for no more than 30%. More than 80% of the food provided by delivery chains is pizza.

Most Russian consumers prefer thick pizza toppings with a lot of meat as June/July 2011 • pmq.com

57

M

ost Russian consumers prefer thick pizza toppings with a lot of meat as opposed to simple formulas.

Il Patio, Russia

opposed to simple formulas; they would rather have pork and beef or ham and mushroom than a Margherita. Bacon, cheese, tomatoes, olives and mushrooms are among the bestselling toppings, and fish and veggie pizzas are less popular.

The choice of fresh or frozen dough depends on the concept and the size of the chain. Single restaurants and small chains of three to 10 units mostly use fresh dough. Big chains using a central kitchen—i.e., Il Patio (il-patio.rosinter. com)—work with frozen dough, which is cheaper and easier to use. For many years, Il Patio, operated by Rosinter Restaurants Holding, has been Russia’s biggest pizza chain. The first outlet opened in 1993 under the name of Patio Pizza. In 2004, Patio Pizza turned into Il Patio as the result of total rebranding. The chain

58

Pizza Hut, Sweden

now operates 75 full-service restaurants in Moscow and the Moscow region, 37 of them as franchises, and 41 more in other regions of Russia. Pizza accounts for 25% of the menu and is sold in two sizes, 25 and 30 centimeters. The average bill comes to 1,100 rubles (28 euros). The main menu includes two pages of pizza offerings: “Pizza Neapolitano,” with classic recipes; and “Pizza Moderno,” with original pizzas from the chain’s brand chef, Andrea Maestrelli.

The second biggest operator is Sbarro (sbarro.ru; owned by GMR Planet of Hospitality). The brand first came to the Russian market in 1997. The company has grown in recent years, mostly in food courts. The chain now operates 110 QSR restaurants, 51 of them in Moscow and seven in St. Petersburg. Pizza generates

PMQ Pizza Magazine – The Pizza Industry’s Business Monthly

about 40% of total Sbarro sales, with delivery accounting for 10%. Bestsellers are the Margherita, Chicken With Vegetables, and Meat (mozzarella, pepperoni, Italian sausage, ham and bacon). The average bill comes to 280 rubles (7 euros).

2006 was the year the first pizza concepts in the higher-price segment appeared in Moscow, among them Bocconcino (bocconcino.ru), now turned into a chain, with an average bill of 2,000 rubles (50 euros). Bocconcino’s owner, Mikhail Gokhner (also owner of El Gaucho and Café Uzbek) relies on a classic Italian full-service formula. Bocconcino has three outlets in Moscow; the next restaurant is planned to open in Nizhny Novgorod. Pizza is prepared in a woodburning stove, and it accounts for about 30% of the menu. Top sellers are the Seasons (mozzarella, ham, olives and artichoke, for 480 rubles/12 euros) and Bocconcino (mozzarella, tomato and Parma ham, for 780 rubles/19 euros). Apart from pizza, homemade pasta, antipasti, salads, cheese and olives are on offer.

Mi Piace is more of a budget concept, with an average bill of 1,000 rubles (25 euros). The chain, consisting of seven full-service restaurants, is operated by the Inter-Style group. The co-owner is Levon Oganezov. Mi Piace is now heavily promoting telephone and online delivery service.

Academia Cafe & Pizzeria offers pizza alongside sushi and sashimi. The average bill comes to 2,000 rubles (50 euros). The project, which is run by Igor Vitoshinsky, has successfully expanded to 10 outlets in the last 10 years. Bestsellers among the pizzas are the Spinacha (cream, mozzarella, fresh spinach, eggplant, zucchini,

beef and olives), Quattro Formaggio (mozzarella, ricotta, Gorgonzola and Parmesan) and Italiana (tomato sauce, mozzarella, salami, porcini mushrooms, rucola and Parmesan). A pizza costs 350 rubles (9 euros).

Another large part of the pizza market consists of chains offering a delivery service, with or without restaurant sites. Papa John’s (papajohns.ru) sells Americanstyle thick-crust pizza from 11 outlets in Moscow and delivers to homes, to the office and even to parks from the chain’s own restaurants and kitchen-centered units, which have only two or three tables.

The franchise holder is PJ Western Retail Investments, run by Christopher Wynne.

The delivery service accounts for about 70% of total sales. Pizza generates about 60% of the chain’s total sales. Along with thick-crust dough, which most consumers prefer, thin-crust pizza is also on offer. Top sellers are the Super Papa for 479 rubles/12 euros (pepperoni, Italian sausage, ham, mushrooms, green pepper, onion, olives, mozzarella and tomato sauce), Chicken Ranch for 449 rubles/11 euros (grilled chicken, bacon, fresh tomatoes, garlic, mozzarella and ranch sauce), and Alfredo for 489 rubles/12.5 euros (ham, bacon, tomatoes, mushrooms, mozzarella and cream sauce). The average bill in the restaurants is 560 rubles (14 euros), 25% lower than for delivery (750 rubles/19 euros). The chain aims to open 30 to 40 units in Moscow so as to provide a delivery service for the entire city. The Papa John’s standards aim at delivering pizza within 35 minutes, the range being strictly limited because of Moscow’s heavy traffic.

Pizza Hut was one of the first international chains to enter the Russian market at the end of the 1980s. The chain has gone through hard times and now has only three restaurants left in Moscow, all of them offering delivery, which generates half of total sales. The average bill is 350 rubles (9 euros). The brand is also present in St. Petersburg; 11 restaurants are operated by AmRest via franchising.

Among the leaders in the delivery segment is Pizza Factory (pizzafab.ru). Pizza can be ordered by phone or bought at any of the chain’s 23 cafes. Delivery accounts for about 70% of sales. Dough and toppings are prepared at the central kitchen.

Domino’s Pizza (dominospizza.ru) is run by Langard DP, the brand’s master

franchisee in Russia since 1998. Pizza is either delivered or sold on-site at 12 pizzerias in the suburbs. Bestsellers are the Deluxe (tomato sauce, mozzarella, green pepper, onion, pepperoni, mushrooms and pork), Canadian (tomato sauce, mozzarella, pepperoni, mushrooms and bacon) and Meat (tomato sauce, mozzarella, ham, pepperoni, pork and beef).

Allo!Pizza (allopizza.su) started with delivery in 2000. Some time later, the company made the decision to start its own budget pizzerias, and 10 of them are now open in Moscow, with three in St. Petersburg. The menu is half pizza, half pasta/antipasti. The average bill is 240 rubles (6 euros).

Poland The development of pizza chains is one of the most dynamic aspects of the Polish restaurant market. Proof of this is the imminent return of Domino’s Pizza (dppoland.com) to Warsaw. Its Polish operations will be headed by the DP Polska corporation, which has signed a contract

June/July 2011 • pmq.com

59

T

he development of pizza chains is one of the most dynamic aspects of the Polish restaurant market.

Telepizza, Poland

Pizza Hut, Poland with the U.S. headquarters to this effect.

On the board of directors at DP Polska are the co-creators of the Eastern European coffee-bar concept, the Coffeeheaven chain.

The agreement marks the return of Domino’s Pizza to Poland following its previous failure some years ago. Domino’s was first launched in Poland in the 1990s, with a company called Pizza King Polska in charge of its development. By 2002, all Domino’s Pizza outlets had disappeared from the Polish market, and the corporation that was charged with managing them had gone bankrupt. Some of the 16 service points that had been established were closed, and the rest were sold off to AmRest, the owner of Pizza Hut (pizzahut.pl) in Poland. Domino’s Pizza will begin its return to Poland by opening new service points in Warsaw; 27 of them are set to open in the capital by the year 2012. There are also plans for expansion into other large Polish cities, although there have, as yet, been no details of these plans.

However, bringing this well-known pizza chain to Poland might be harder than one imagines. It’s true that this type of restaurant is developing energetically in the Polish market, but there is also heavy competition. Aside from the larger chains, there are numerous smaller ones, not to mention the vast number of small 60

Da Grasso, Poland

restaurants that offer pizza as part of their overall menus. The largest pizza chain in the Polish market is Da Grasso (dagrasso. pl), which owns 203 service points in more than 140 towns and cities. These include 169 pizzerias, 22 premium pizzerias, two Da Grasso Express pizzerias and 10 restaurants under the Da Grasso label.

This year alone, the corporation plans to open 14 new service points. “The rapid development of Da Grasso is testimony to the fact that we understand our customers well,” claims Magdalena Piróg, vice president of Da Grasso. “We know what they like, but we also try to surprise them with new additions to our menu. The new restaurants will be more modern and have a far more tasteful interior design.

We are proud to be present in more than

PMQ Pizza Magazine – The Pizza Industry’s Business Monthly

140 Polish towns. The Da Grasso label is recognized and enjoyed in every part of our country.”

As well as building new pizzerias, Da Grasso is also working on new projects, such as the development of a number of restaurants based on the Da Grasso Express concept. Da Grasso restaurants serve Mediterranean food, including pasta, salads, soups, appetizers and desserts.

Beyond that, their menus offer 75 types of delicious pizza, all served with two unique sauces— garlic and tomato. The Da Grasso Express concept concentrates on a fast delivery service to customers from a limited menu. The company has been continuing to implement its plans since the beginning of this year, even though it is in the process of merging with the Sfinks Polska corporation.

Da Grasso’s main competitors on the Polish market, which have also gained a great deal of experience in Europe and around the world, are the Pizza Hut and Telepizza (telepizza.pl) chains. The former currently has 54 service points, the latter 118—and their ambition is to equal Da Grasso.

Another competitor that is doing well in the competition with its foreign counterparts is the Polish-owned pizza chain Pizza Dominium (pizzadominium. pl). The company currently has 60 service points throughout Poland and four

overseas restaurants. This year, it plans to debut on the Polish stock market. The money the company earns from the sale of stock will be used to finance its further development and expansion.

Turkey The success of pizza chains in Turkey is fed by the enthusiasm for new food experiences there, as well as by changing customs (people are increasingly too busy to cook at home). Nevertheless, there is a cultural factor that distinguishes the pizza market from other exotic food businesses. Pizza is a typical Mediterranean food, somewhat similar to Turkish dishes such as pide, borek or lahmacun.

So, compared to other foodservice operators in Turkey, pizzeria owners have performed relatively well in recent years.

This is due to consumers’ need to save money, which has led to their seeking inexpensive meals and dining at home.

This, in turn, has stimulated takeaway and delivery services.

Pizza delivery is a relatively new phenomenon in the country, largely because of problems with organization and transport that have slowed its development.

However, particularly among the youth population, the trend is on the up. Indeed, pizza chains in Turkey perform well with express formats, which have a reduced outlet size and few or no dine-in areas, encouraging takeaway. Delivery service is available chiefly in Istanbul but also, to a lesser extent, in other major cities. Online delivery orders are gaining market share through the website yemek sepeti.com.

Turkey’s pizza market is dominated by hundreds of individual local operators, notwithstanding the increasing number of chains. Individual Turkish entrepreneurs have succeeded in gradually opening more units, as in the case of Pizza Bulls (pizzabulls.com), Pizza Max (pizzamax.com.tr) and Pasaport Pizza (pasaportpizza.com). Even though they may be considered small in terms of number of outlets, they enjoy high levels of trust among local consumers and have ambitious expansion plans for the future. However, the best example of what is happening in the Turkish market is the Pizza Pizza (www.pizzapizza.com.tr) chain, which is the largest in the country, located mainly in the city of Izmir. The first outlet was opened in Izmir in 1995,

and the company started expanding in 1999. Today, it operates about 145 units.

Multinationals also play a major role in Turkey’s pizza sector. Domino’s Pizza (dominos.com.tr), with the strongest presence in Istanbul and Ankara, and Sbarro compete with Pizza Pizza in the top three, while Pizza Hut (pizzahut.com. tr) was the pioneer international chain, entering the market in 1989. Little Caesars (littlecaesars.com.tr) also appears on the list of foreign pioneers, opening its first outlet in Istanbul in 1996.

Pizza chains continue to have high expectations of Turkey, quoting the country as a key global market and planning further growth in operations there. The majority of chains are located on the Western side of the country; Istanbul, which alone has more than 11 million people, represents the core of the pizza market. In recent years, the pizza business has rapidly expanded in other major cities, such as Ankara, Izmir, Antalya, Dalaman and Bursa.

When it comes to full-service restaurants, there are more international Italian restaurant chains providing pizza than there are home-grown, full-service pizza chains in Turkey, where full-service restaurants tend to be individual, local operations. Full-service pizza restaurants attract wealthier customers, especially businesspeople, thanks to an informal luxury design. As a result, the average bill per person is three times that of continental Europe.

Contributing authors: Norway/Finland/Sweden: Sofia Selberg; Russia: Zhanna Prisyazhnaya; Poland: Beata Goczal; Turkey: Ilaria Guandalini

Part three of three will cover the U.K., Germany, the Netherlands and Belgium.

Note: The materials here were taken from two articles in Food Service Europe & Middle East, “Enduring Success in Difficult Times” and “Dominating the Eating Out Landscape.” food-service-europe.com June/July 2011 • pmq.com

61

Get More Mileage out of your

4

OMatgahzineer

Ad Budget PMQ Other

BPA Circulation

Unique Website Visitors per month

40,000 40,000

15,000 7,000

Cost per Thousand

138 $264

$

Some advertisers may erroneously assume that because PMQ ad rates are less than the competitionâ&#x20AC;&#x2122;s, so too is our circulation. Not so. PMQ's circulation has been 40,000 for more than twelve years and is audited by BPA International. No competing pizza publication has a higher circulation. PMQ employs a dedicated full time staff of 15 and has created a readership loyalty so strong that our magazine website draws twice the number of visitors as our more expensive competition.

PMQ offers the lowest cost per thousand of any pizza industry magazine according to the latest Patterson Advertising Report on CPM. (PMQ CPM=$138.82 / Other magazine CPM=$264.92.

Example budget of $1,000 will reach 7,203 with PMQ versus 3,774 with the other magazine.)

2

PMQ

M ag az in e

r o f e l t t Why se

Processed By: PIB on 04/29/11 02:03:28 PM

United States Postal Service

Postage Statement -- Periodicals Transaction Number:

CAPS Transaction Number:

Postage Statement Number:

Mailing Group

201111914032852 M1

110993012

Mailing Group ID

Mailing Job Number

94369583

11165AP4

04-28-2011

Preparer

Origin

Close Date

765-PI-RR DONNELLEY

Mail.dat

Job Description

Comail AP4_005 Publication Title and Owner or News Agent's Name

Mailer

Open Date

Mailing Agent's (Printer or Consolidator) Name, Address, Telephone Number,and Email Address if Any

PMQ'S PIZZA MAGAZINE STEVE GREEN 605 EDISON ST OXFORD, MS 38655-2901

Entry Post Office Name, State, and ZIP+4

BOLINGBROOK IL 60440-9998 RR DONNELLEY F - BOLINGBROOK 1000 WINDHAM PKWY BOLINGBROOK, IL 60490-3507 Contact Name: Thomasina Cranfield (630) 226-6203 CLARENCE.BANKS@RRD.COM

Customer Ref. ID: PIZZA MARKETING_MAY0111_AP4

CRID: 5042889

CRID: 5119965

Applicable Parts

Price Category

Combined Mailing

Yes

No

Publication No.

Edition Code

Mailer's Mailing Date

407

PMQ_1

From 04/29/11 To 04/29/11

Processing in ng Category No. of Addressed Pcs. excluding cluding Flats Addressed Supplements

40,00 0

Issue Frequency

05/01/11

10/year

Weight of a Single RideAlong Piece

Weight per Copy for Issue (Round off to 4 decimal place if Advertising Percentage e in This Th his Issue N/A necessary)

N/A

Statement Sequence No.

io t a l Circu

For Automation Rate Pieces, Enter Date of Address Matching and Coding

For Carrier Route Pieces, Enter Date of Address Matching and Coding

No. of Addressed Supplements

0

40,778

Issue Date

N/A

Consolidated Postage Statement

Regular

n

Mailing

[ ]A [x]B-E [ ]F

Statement for bundles/containers only

For Carrier Route Pieces, Enter Date of Carrier Route Sequencing

In County.

Out County.

0

0

Number and Type of Containers.

Trays:0 Sacks:65 Pallets:2 For pieces bearing a simplified address enter date of delivery statistics file or alternative method

04/26/11

04/26/11 04/26/11 __ __/__ __/__ __ __ __ Part A - In-County Prices Total Part A (Postmaster: Report total Part A postage in AIC 224) Part B - Outside County Pound Prices Total Part B $2,781.53 Part C - Outside County Piece Prices Total Part C $7,532.90 Part D - Outside County Bundle Prices Total Part D $795.88 Part E - Outside County Sack/Tray/Pallet Prices Total Part E $169.54 Subtotal Parts B, C, D, and E Outside County Postage $11,279.85

$0.00

Postage

gh? u o d e am s e h t on 3 0 2 , 7 to u o y t e an g c Q Total Postage M P n e h w 3,774 Preferred Price Discount - Nonprofit, Classroom, Limited Circulation, Limited Circulation Science of Agriculture

- $0.00

(Add line B16, and parts C, D, and E Totals)

Subtract the Preferred Price Discount from the Outside County Postage

= $11,279.85 Part F - Outside County Ride-Along and Repositionable Notes + $0.00 Total Outside County Postage(Postmaster: Report total Outside County postage in AIC 135) Add Total In County Postage and Total Outside County Postage

$11,279.85

$11,279.85

(AIC 224 + AIC 135)

For USPS Use Only: Additonal Postage Payment (State reason)

Certification

Total USPS Adjusted Postage

$11,279.85

The mailer certifies acceptance of liability for and agreement to pay any revenue deficiencies assessed on this mailing, subject to appeal. If an agent certifies that he or she is authorized on behalf of the mailer then that mailer is bound by the certification and agrees to pay any deficiencies. In addition, agents may be liable for any deficiencies resulting from matters within their responsibility, knowledge, or control. The mailer hereby certifies that all information furnished on this form is accurate, truthful, and complete; that the mail and the supporting documentation comply with all postal standards and the mailing qualifies for the prices and fees claimed; and that the mailing does not contain any matter prohibited by law or postal regulation. I understand that anyone who furnishes false or misleading information on this form or who omits information requested on this form may be subject to criminal and/or civil penalties, including fines and imprisonment.

Privacy Notice: For information regarding our Privacy Policy visit www.usps.com

Reach 3541 more - spend less with PMQ. pmq.com/mediakit PS Form

(Page 1 of 3)

Product Spotlight What’s On the Market

MAIL CALL Mail 11-by-17 takeout menus locally for as little as 14.2 cents with Takeout Printing mass mailers. No postage permit or mailing list is required, and menus—which feature plenty of room for a personalized message—can be sent through your local U.S. Postal Service office. 845-564-2609, takeoutprinting.com

FINE GRAINS TUBE TIME Banner Marketing Group photo tubes feature four-color, digital printing.

Displays are mounted on a 2½’-by-10’ or -12’ nylon material that attaches to an illuminated built-in blower base fan. Additional tubes are available, and all offer a one-year limited warranty. 805-528-5018, bannermarketinggroup.com

Introduce whole grains into pizza crusts with Kansas Diamond’s extra-fine white whole-wheat flour. The flour provides the nutritional benefits of whole grains with a mild flavor and smooth texture similar to white, refined flours. 800-422-1688, adm. com/milling

BEVERAGE TOTE

EFFORTLESSLY EQUAL Quickly serve equal portions by the slice or in a buffet with the Portion PadL. The serving system is available in custom sizes and can help reduce food and labor costs. 330-608-5928, portionpadl.com

64

PMQ Pizza Magazine – The Pizza Industry’s Business Monthly

Oven Hot Thermal Bag Solutions’ BEVC6 delivery bag is a versatile carrier for hot and cold beverages. The carrier contains a sealed liner and a removable six-way divider allowing delivery drivers to carry cups in a variety of sizes. The design accommodates standard, expanded polystyrene or poly paper cups with lids. Carriers are sold individually or by the case. 888-254-9453, incrediblebag.com

STELLAR SEAFOOD Offer seafood-topped pies and expand your finger food menu this summer with Mississippi Gulf Coast seafood. The Gulf is home to some of the best-tasting, versatile seafood, including blue crab, fin fish, oysters and shrimp. A seafood directory is available online. 228-374-5000, shrimp.mississippi.gov

MUST-HAVE APP AppCoco creates mobile apps within minutes. For $20 per month, you can keep your customers informed of specials, menu items and more with apps developed for smartphones and tablets. A free trial is available. 347-770-4277, appcoco.com

PEEL IT Lillsun pizza peels are manufactured with seasoned hardwood and produced by experienced craftsmen. The peels are tapered to make them stronger at the handle, thinner and lighter. 260-356-6514, lillsun.com

WORK OF ART Jeff Tritel Sculpture’s eyecatching pizzaiolo statues are ideal for the interior of a pizzeria. The decorative figures are cast in bronze with a granite base, stand 15’’ high and weigh 6½ pounds. Payment plans are available, and statues come with a 30-day satisfaction guarantee. 800-882-8098, jefftritelsculpture.com

TOUCHING UP Beauty Brigade Beautiful Vending Hair Styler allows female guests to touch up their hair on the go. The styling wand features self-sterilizing ceramic hot plates, accepts $1 bills and can be easily mounted on the wall. 630-418-7580, beautybrigade.us

June/July 2011 • pmq.com

65

66

PMQ Pizza Magazine â&#x20AC;&#x201C; The Pizza Industryâ&#x20AC;&#x2122;s Businesss Monthly

June/July 2011 â&#x20AC;¢ pmq.com

67

68

PMQ Pizza Magazine â&#x20AC;&#x201C; The Pizza Industryâ&#x20AC;&#x2122;s Businesss Monthly

Advertiser Index June/July 2011 Display Advertiser

Phone

Website

Page

AM Manufacturing ............................... 708-841-0959.................................. ammfg.com ............................. 35 Aurora Olive Oil .................................... 612-277-1087.................................................................................... 52 Bellissimo ............................................ 800-813-2974............................ bellissimofoods.com ....................... 21 Best Choice Printing ............................. 800-783-0990..................................... bcms.us.............................48, 68 Burke................................................... 800-654-1152............................. burkecorp.com/pm ................. Cover 3 Cassel .................................................. 800-729-7769................................. autosox.com ............................. 58 CrustSaver ........................................... 877-437-4743................................ crustsaver.net ............................ 66 Doughmate.......................................... 800-501-2458............................... doughmate.com .......................... 61 Fontanini ............................................. 708-485-4800................................ fontanini.com ............................ 53 Grande................................................ 800-8-GRANDE ............................ grandecheese.com ............... 3, 38, 39 HTH ..................................................... 800-321-1850................................. hthsigns.com ............................. 68 La Nova................................................ 716-881-3355.................................. lanova.com ..................49, Cover 4 Liguria ................................................. 800-765-1452............................... liguriafood.com ................... Cover 2 Lillsun.................................................. 260-356-6514................................... lillsun.com ............................. 59 MF&B Restaurant Systems ....................888-480-EDGE............................... edgeovens.com ........................... 59 Marsal & Sons ...................................... 631-226-6688............................... marsalsons.com .......................... 34 Microworks .......................................... 800-787-2068............................... microworks.com .......................... 11 Middleby Marshall ...............................877-34-OVENS ............................... wowoven.com .............................. 7 Moving Targets .................................... 800-926-2451............................ movingtargets.com ........................ 43 O.S.E.T.S.S. ........................................... 734-719-1011................................... osetss.com ............................... 31 Pizza Prints/The Lucks Company ........... 800-806-2595............................... pizzaprints.com .......................... 19 Stanislaus ............................................ 800-327-7201................................ stanislaus.com ......................... 4, 5 Takeout Printing .................................. 845-564-2609.................................. ammfg.com ............................. 67 Text Ripple ........................................... 269-420-0210................................ textripple.com ............................ 67 Univex ................................................. 800-258-6358............................... univexcorp.com .......................... 52 Vin Di Vino ........................................... 773-334-6700................................ vindivino.com ............................ 66 XLT....................................................... 888-443-2751................................. xltovens.com ............................. 13 PMQ provides this information as a courtesy to our readers and will not be held responsible for errors or omissions. To report an error, call 662-234-5481 x127.

June/July 2011 â&#x20AC;˘ pmq.com

69

Industry Resource Guide Grab a direct weblink to every advertiser in this guide at PMQ.com

APPAREL

COMPUTER SYSTEMS: POINT OF SALE, CONT.

CAMPUS COLLECTION ...... campuscollection.net .................... 800-289-8744 CUSTOM T-SHIRT DESIGNS ................................. Free art with minimum order!

Inventory Stock Program ............................ we warehouse your t-shirts for you.

BAKING SCHOOLS AMERICAN INSTITUTE OF BAKING .............................................Manhattan, KS 785-537-4750 ....................................................................Fax: 785-537-1493

CHEESE

COMPUTER SYSTEMS: POINT OF SALE Technology choices for every taste. p p

66 70

Point-of-Sale Online Ordering

p p

Loyalty Programs Automated mated Marketing

PMQ’sPizza PMQ PizzaMagazine Magazine– –The ThePizza PizzaIndustry’s Industry’sBusiness BusinessMonthly Magazine

Food for thought... www.pmq.com/tt2/recipe

PMQ Industry Resource Guide COMPUTER SYSTEMS: POINT OF SALE, CONT.

DOUGH, CONT.

DOUGH DIVIDERS/ROUNDERS

CONSULTING

CRUSTS MOUNTAIN HARVEST PIZZA CRUST CO.......................................... Billings, MT Contact: Eric LeCaptain ........... 800-342-6205.................... Fax: 406-248-7336 Sheeted Dough, Prebake Crusts, Dough Balls, Freezer to Oven, Self-Rising Crusts in Standard, Wheat and Nine Grain. ...eric@mountainharvestpizza.com

DOUGH PRESSES, ROLLERS

T.N.T. CRUST . .................................................. Box 8926, Green Bay, WI 54308 Lisa Bartikofsky .................... 920-431-7240..................... Fax 920-431-7249 Large variety of prebaked crusts and Readi-Rise self-rising, live yeast crusts.

Experts in customizing formulas.

BAKER’S QUALITY PIZZA CRUSTS, INC. ..................................... Waukesha, WI Par-baked, Sheeted, Pressed and Self-Rising Crusts; Custom Crusts; All sizes. www.BakersQualityPizzaCrusts.com ......................................800-846-6153

CUTTING BOARDS - EQUAL SLICE

DOUGH TRAYS/PROOFING TRAYS DoughMate® by Madan Plastics Inc.

DOUGH

DoughMate

®

• Dough Trays – extremely durable and airtight!

• Dough Tray Covers – designed to fit!

The Leaders in • Plastic Dough Knives – two ergonomic designs!

Dough Handling Products • Dough Tray Dollies – heavy duty!

• Excellence in Customer service since 1955!

The preferred dough tray of the largest pizza companies in the world.

Buy direct from the manufacturer with over 20 years experience in dough trays.

Call 800-501-2450 ........... www.doughmate.com ......... fax: 908-276-9483

pmq.com/tt2/recipe June/July 2011 • pmq.com

71

PMQ Industry Resource Guide DOUGH TRAYS/PROOFING TRAYS, CONT.

FOOD DISTRIBUTORS, CONT.

FLOUR, GLUTEN-FREE

GLUTEN-FREE PRODUCTS

BAY STATE MILLING GLUTEN-FREE PIZZA MIX.............. baystatemilling.com Gluten-Free All-Purpose Flour, Custom-blends and Co-Packing Dedicated production area for exceptional purity.........................800-55-FLOUR

INSURANCE

FLOUR

MACHINERY/OVENS/EQUIPMENT

Conveyor & Deck Ovens All Major Brands Available

Leer Walkin Coolers and Freezers

New & Remanufactured!

Pizza Store Equipment and Supplies!

Your #1 Source for replacement parts for all major brands of equipment.

Just to name a few...Randell · Stephan · American Range · Imperial · Cold Tech · Middleby Marshall Lincoln Impinger · LEER · CTX · True

FOOD DISTRIBUTORS

1-800-426-0323 www.northernpizzaequipment.com 8020 Grand Street · Dexter, Michigan 48130 Hobart Mixers

Randell Refrigeration Prep Units & Freezers

72

PMQ Pizza Magazine – The Pizza Industry’s Business Monthly

Northern Pizza Equipment, Inc.® www.northernpizzaequipment.com

PMQ Industry Resource Guide MACHINERY/OVENS/EQUIPMENT, CONT.

MACHINERY/OVENS/EQUIPMENT, CONT.

June/July 2011 â&#x20AC;¢ pmq.com

73

PMQ Industry Resource Guide MAGNETS

MARKETING IDEAS, CONT.

JUMBO PIZZA SLICE MAGNETS 399-2966 WE DELIVER

www.magneticadconcepts.com

977 Butternut Dr. Holland

MAILING SERVICES

Easy, Affordable, Powerful

REWARDS PROGRAM MANAGEMENT Increase Sales With Our “Done 4U” System www.OurPizzaClub.com / 866-657-5426 KEEP MORE OF YOUR HARD EARNED DOUGH! 3 MONEY SAVING PROGRAMS:

SCHEDULING • ATTENDANCE • DAILY LOG

FAST, PAINLESS SCHEDULING • MONITOR LABOR COSTS • REDUCE TURNOVER • NOTIFY EMPLOYEES • ELIMINATE BUDDY PUNCHING • IMPROVE COMMUNICATIONS • WEB-BASED

SAVE TIME AND INCREASE PROFITS!

WWW.TIMEFORGE.COM 866.684.7191

REACH A NEW AUDIENCE EVERY MONTH! FREE 1ST MONTH MAILING with Exclusive Agreement Exclusivity: Lock Out Your Competition • Zip-Code Select: No Wasted Coverage 2nd Thank You Postcard Mailing • Tru Trak™: So you know its working PLUS Optional Demographically Targeted Postcard Mailings!

MARKETING IDEAS

1-800-497-8360 x257

www.ourtownamerica.com

How to Sell More Pizza... and keep customers coming back for more! t )PX UP NBLF B MPU NPSF NPOFZ GSPN ZPVS 104 TZTUFN t )PX UP HFOFSBUF SFDPSE TFUUJOH QSPöUT GSPN QSFTFOU DVTUPNFST t )PX UP HSBC CVTJOFTT BXBZ GSPN ZPVS DPNQFUJUPST

901-767-2937

loyaltycoach.com

pmq.com/tt2/recipe 74

PMQ Pizza Magazine – The Pizza Industry’s Business Monthly

PMQ Industry Resource Guide MARKETING, MOBILE

OLIVES

Eighty-Six Slow Sales Mobilize your best customers with a free mobile website and low-cost texting.

...mobilize & connect

ruxter.com 800.763.1953

MENU BOARDS NATIONAL MENUBOARD .......................... WWW.NATIONALMENUBOARD.COM MAGNETIC & LIGHTED MENUBOARDS, LED & NEON SIGNS Call us Today at 1-800-800-5237 .................Dave@nationalmenuboard.com

MEAT TOPPINGS BURKE CORPORATION .................................................. www.BurkeCorp.com Italian, Mexican-Style and Specialty Fully Cooked Meats Contact: Liz Hertz............ sales_info@burkecorp.com............. 800-654-1152

ON HOLD MARKETING

FONTANINI/CAPITOL WHOLESALE MEATS Contact: Gene Fontanini ......... www.fontanini.com ................. 800-331-MEAT Pizza toppings, Italian sausage, meatballs, sliced gyros and sliced beef SUGAR CREEK PACKING CO., Private Label Precooked Meat Topping Specialists www.sugarcreek.com .................. 800-848-8205 ............ sales@sugarcreek.com

ONLINE ORDERING

MIXERS

MOISTURE ABSORBENT TOPPINGS CONDITIONER

PIZZA BOXES

KRISP-IT LTD. .............................................800-KRISP-IT (800-574-7748) Keep it Crisp with Krisp-It! www.krisp-it.com........................................................nick@krisp-it.com Interviews, features and news from the world of pizza pmq.com/tt2/recipe

www.pizzaradio.com June/July 2011 â&#x20AC;¢ pmq.com

75

PMQ Industry Resource Guide

76

PMQ Pizza Magazine – The Pizza Industry’s Business Monthly

PMQ Industry Resource Guide PIZZA DELIVERY THERMAL BAGS, CONT.

PIZZA OVENS

BAG SOLUTIONS ................................................. Home of the Pizza Jacket EARTHSTONE OVENS, INC. .. 6717 San Fernando Rd....Glendale, CA 91201 800-840-4915 .........Fax: 818-553-1133 ...... www.earthstoneovens.com Deliver that pie HOT and DRY! 866-Bag-To-Go (866-224-8646) ........................ www.deliverybags.com All units UI listed.

Thermal Bags by Ingrid Best Selection of Pizza Delivery Bags Keep Pizza HOT! 800-622-5560 or 847 836-4400, 24/7 ordering ..... www.ThermalBags.com

FISH OVEN & EQUIPMENT CORP. 120 W. Kent Ave........Wauconda, IL 60084 TOLL Free 877-526-8720 ....... Fax: 847-526-7447 ...... www.fishoven.com LINCOLN FOODSERVICE PRODUCTS................................... 888-417-5462 1111N. Hadley Rd. Fort Wayne, IN 46804 ..................... Fax 260-436-0735 Impinger Conveyor Ovens featuring FastBake and Quest EMS MARSAL & SONS, INC. ....................The new standard in the Pizza Industry Brick Lined Deck Ovens • Standard Deck Ovens • Prep Table Refrigeration 631-226-6688 .............. marsalsons.com ........... rich@marsalsons.com PIZZAOVENS.COM Your complete source for buying and selling pizza equipment. pizzaovens.com or call toll free 1-877-FOR OVEN

ELECTRIC

HOTBAG

DELIVER OVEN - HOT PIZZA, GUARANTEED!

ROTO-FLEX OVEN CO. ........................................Contact Richard Dunfield 135 East Cevallos, San Antonio, TX 78204 PH 800-386-2279 ...... www.rotoflexoven.com .......... Fax 210-222-9007

i feel preƩy.

oh, so preƩy!

THE BAG The Check Electric HOTBAG plugs into a cigarette lighter to heat and stay at 160-175°. It’s made of sturdy 1,000 Denier nylon with removable heating elements to make cleaning easy.

THE SYSTEM The rack holds 12 large Electric HOTBAGs heated simultainously by a power distribution unit (PDU).

Pizzas are kept oven-hot in the bags until ready for delivery.

Quick release connector snaps into the vehicle power cord.

Made in the USA

800-927-6787

www.HOTBAG.com

PIZZA BOX LINERS

Food for thought... www.pmq.com/tt2/recipe

The Marsal MB Series is designed to fit your restaurant’s specific needs. Not only is it equipped with our exclusive burner system and 2” thick brick cooking surface to ensure the most evenly baked crust, but it looks great too. You can customize the exterior decor of your MB Series oven easily either with our prebuilt finishing kits or your own brick of tile design. Attract customers with a great looking oven and a great tasting pizza.

Seƫng the new standard. visit us online at www.marsalsons.com

(631) 226-6688 FAX (631) 226-6890

& sons, inc.

Pizza Ovens and Equipment

June/July 2011 • pmq.com

77

PMQ Industry Resource Guide PIZZA OVENS, CONT.

PIZZA PANS

PIZZA SUPPLIES Manufacturer & Distributor of Pizza Smallwares www.paprod.com 734-421-1060

PLASTIC DOUGH CONTAINERS Non Stick • Easy to Clean • FDA Approved Plastic Heavy Weight • Last 10X longer than metal!

Replace your dented ones TODAY !

Manufacturers’ Direct Pricing For free* sample email us at:

SunsetPlastics@aol.com (*Does NOT include postage & handling)

Call Vito:

718-200-1013

pmq.com/tt2/recipe 78

PMQ Pizza Magazine – The Pizza Industry’s Business Monthly

PMQ Industry Resource Guide PIZZA PEELS

PRINTING, CONT.

LILLSUN ........................................................PO Box 767, Huntington, IN 46750 Setting the Standard ............................................Made in the U.S.A. since 1951 Ph 260-356-6514 ............ www.lillsun.com ......................Fax 260-356-8337

PRINTING BEST CHOICE PRINT & MARKETING EXPERTS ...................... For over 25 Years Best Prices & Quality: ..........................Menus, Flyers, Door hangers, Post Cards Print & Mail, Menus or Postcards .............................. Includes postage 27.5 ea WWW.bcms.US ............................................................. or call 800-783-0990

COMMERCIAL PRINTING • MAIL FULFILLMENT SERVICES

8999

$ www.colorvisionprint.com • 800-543-6299

Per 1,000 Postcards, 5x7, 2-color

REFRIGERATION

PRICE, QUALITY & SERVICE! M • Dooarketing List!

PREMIU ,000 PREMIUM 10,000 r Han • g

t (SFBU 1SJDFT t (VBSBOUFFE 2VBMJUZ t 1FSTPOBM 4FSWJDF t 1SPGFTTJPOBM (SBQIJD %FTJHO t 'BTU 1SPPGT t 0OF 5XP 'VMM $PMPS 1SJOUJOH t 8F 4IJQ /BUJPOXJEF t '3&& 4BNQMFT

PRINTED COLORS

Men • Fly us er • Box s Tops

.COM

Where Every Impression Counts!

ers

! ore dM n A

DOOR HANGERS 2-Color (2/0) 349. ((4/4) 599.

Full

2 Color printed 2-Color pri on 80lb Premium Smooth cover 4 Color printed on 80lb Premium Gloss cover

O:239.352.2755 F:239.353.4255

Sign up for some great DEALS at!

PrintedColors.com/pizza

SPICE FORMULATION, BLENDING & PACKAGING CALIFORNIA BLENDING, INC. ........ Confidential Custom Blending & Packaging.

Bill Mooreheart, Jr. ....................... Serving Industiral Spice needs since 1976.

2603 Seaman, El Monte, CA 91733.............................................626-448-1918 CASTELLA IMPORTS, INC. ............................................... www.castella.com 60 Davids Drive, Hauppauge, NY 11788 ....................................... 866-Castella MCCLANCY SEASONING ............................ One Spice Road, Fort Mill, SC29715 Contact: Chuck Wiley 800-843-1968 ................................................................... Fax: 803-396-7794

SPECIALTY FOODS CASTELLA IMPORTS, INC. ............................................... www.castella.com 60 Davids Drive, Hauppauge, NY 11788 ....................................... 866-Castella June/July 2011 • pmq.com

79

PMQ Industry Resource Guide SAUCE

TOMATO PRODUCTS

ARMANINO FOODS ..............................................................Fine Italian Sauces 30588 San Antonio Street, Haywood, CA ..................................... 866-553-5611 Email: customerservice@armanino.biz.................... www.armaninofoods.com

TELEPHONE EQUIPMENT/SUPPLIES/SERVICE Specializing in voice and data communications service, repair, installation, sequencers and on-hold messaging.

GUARANTEED LOWEST INDUSTRY PRICE! www.fidelitycom.com.........................800-683-5600

WEBSITES

USED EQUIPMENT USED HOBART 60 QT. MIXER FOR SALE Call Lynn at 214-552-3218........................................ or e-mail tbfm@tbfm.com

STICKY NOTES

VENTILATION

Super Value for Stiky Notes - Box Toppers 8F CFBU UIF $PNQFUJUPO VQ UP SHEETS PADS X JO 1SJDJOH &OR LARGER 1UANTITY OR DIFFERENT SIZE CALL US SHEETS PADS X OR CHECK 7EBSITE SHEETS PADS X www.proplus1.com Imprinted in 1-2 colors white paper. Shipping cost additional

1-800-836-0518

TAKE AND BAKE TRAYS

WINGS

pmq.com/tt2/recipe

Sales Employment Opportunity PMQ Pizza Magazine is seeking onsite (Oxford, MS) or offsite sales professionals with strong background and knowledge of the pizza industry. You must possess an appreciation for the expanding ways that PMQ readers choose to stay connected with our business community, be it text, photo, audio, video or interactive.

During the past 14 years, PMQ has evolved from a quarterly publication with a circulation of 10,000 readers to become the worldâ&#x20AC;&#x2122;s best known pizza industry media brand with a circulation of 40,000 80

PMQ Pizza Magazine â&#x20AC;&#x201C; The Pizza Industryâ&#x20AC;&#x2122;s Business Monthly

U.S. readers, 7,000 Australian readers (PMQ Australia), 5,000 Chinese readers (PMQ China) and an additional reach of thousands more pizzeria operators worldwide through partnering pizza publications.

PMQ is also the online media leader, garnering twice the Web traffic as the competition.

If youâ&#x20AC;&#x2122;re ready to help change the world of magazine media, send your resume to Stefanie Goodwiller at stefanie@pmq.com and Steve Green at sg@pmq.com.

Resource Guide Advertiser Index June/July 2011 Resource Advertiser

Phone

Page

AFC Insurance ......................................................800-411-4144 ............................. 72 Allied Metal Spinning ...........................................800-615-2266 ............................. 78 AM Manufacturing ..............................................800-342-6744 ............................. 71 American Institute of Baking ................................785-537-4750 ............................. 70 American Wholesale.............................................216-426-8882 ............................. 79 AMS Enterprises ...................................................865-524-2087 ............................. 73 Armanino Foods ...................................................866-553-5611 ............................. 79 Atlantic Shores .....................................................401-499-3618 ............................. 73 Arrow POS ............................................................888-378-3338 ............................. 70 Bacio ................................................................... 855-BACIO85 .............................. 70 Bag Solutions.......................................................866-224-8646 ........................75, 76 Baker’s Quality Pizza Crusts ..................................800-846-6153 ............................. 71 Bay State Milling ..................................................800-55-FLOUR ........................71, 72 Bellissimo ............................................................800-813-2974 ............................. 72 Burke Corporation ................................................800-654-1152 ............................. 75 Cafe Tech Systems ................................................320-281-0711 ............................. 75 California Blending ..............................................626-448-1918 ............................. 79 Campus Collection ................................................800-289-8744 ............................. 70 Caputo .................................................................708-450-0074 ............................. 70 Castella Imports ...................................................866-CASTELLA ............................. 79 Century Printing ..................................................800-374-2679 ............................. 79 Chalk Talk ............................................................800-492-4255 ............................. 74 Checkcorp ............................................................800-927-6787 ............................. 77 Chef Santo Bruno .................................................813-230-8108 ............................. 70 Color Vision ..........................................................800-543-6299 ............................. 79 CoverTex ..............................................................800-968-2310 ............................. 75 Crust Saver ...........................................................877-437-4743 ............................. 75 DeIorio’s...............................................................800-649-7612 ............................. 71 Domata Living Flour .............................................417-654-4010 ............................. 72 Dough Xpress .......................................................800-835-0606 ............................. 71 DoughMate ..........................................................800-501-2450 ............................. 71 Dutchess Bakers’ Machinery .................................800-777-4498 ............................. 71 Earthstone Ovens .................................................800-840-4915 ............................. 77 EDGE ....................................................................888-480-EDGE ............................. 77 Escalon ................................................................ 888-ESCALON.............................. 79 Factory Service .....................................................866-285-7613 ............................. 70 Fidelity Communications ......................................800-683-5600 ............................. 79 Fish Oven & Equipment ........................................877-526-8720 ............................. 77 Fontanini ............................................................ 800-331-MEAT ............................. 75 GI. Metal ..............................................................630-553-9134 ............................. 76 Granbury Restaurant Solutions .............................800-750-3947 ............................. 70 Grande Cheese Company ..................................... 800-8-GRANDE ............................ 70 Hudson Refrigeration Manufacturing ...................800-924-7071 ............................ 73 Incredible Bags ....................................................888-254-9453 ............................. 76 Krisp-It ................................................................800-574-7748 ............................. 75 Klondike Cheese ..........................................................xxxx .................................... 70 La Nova............................................................... 800-6-LANOVA............................. 80 Le 5 Stagoni .........................................................800-780-2280 ............................. 71 Liguria Foods .......................................................800-765-1452 ............................. 75 Lillsun..................................................................260-356-6514 ............................. 78 Lincoln Foodservice Products ................................888-417-5462 ............................. 77 Lindsay ................................................................800-252-3557 ............................. 75 Live Well & Eat Pizza ...........................................315-624-2748 ............................. 72 Loyalty Coach .......................................................901-767-2937 ............................. 74 M.Press Packaging ...............................................541-548-9889 ............................. 79 Magnetic Ad Concepts ..........................................800-365-3351 ............................. 74 Mario Camacho Foods...........................................800-881-4534 ............................. 75 Marsal & Sons ......................................................631-226-6688 ........................73, 77

Resource Advertiser

Phone

Page

Master Chef Touch POS .........................................718-326-8888 ............................. 70 McClancy Seasoning .............................................800-843-1968 ............................. 79 Melissa Data ........................................................800-635-4772 ............................. 73 Menu Powerhouse ...............................................888-210-8189 ............................. 78 MenuPro ..............................................................800-747-3690 ............................. 70 Message On Hold..................................................800-392-4664 ............................. 75 MFG Tray ..............................................................800-458-6050 ............................. 71 Microworks POS Solutions.....................................800-787-2068 ............................. 70 Molino Caputo .....................................................201-368-9197 ............................. 71 Mountain Harvest Pizza Crust ...............................800-342-6205 ............................. 71 Moving Targets ............................................. 800-926-2451 ext. 356 ..................... 74 Mr. Peel ...............................................................888-994-4664 ............................. 78 Musco Family Olive ...............................................800-523-9828 ............................. 75 National Menuboard ............................................800-800-5237 ............................. 74 Neil Jones Food ....................................................800-291-3862 ............................. 79 NMI .....................................................................800-994-4664 ............................. 78 Northern Pizza Equipment....................................800-426-0323 ............................. 73 NoteAds ...............................................................800-309-7502 ............................. 79 Off the Wall Magnetics .........................................800-337-2637 ........................73, 74 Our Pizza Club ......................................................866-657-5426 ............................. 74 Our Town .............................................................800-497-8360 ............................. 74 P.A. Products ........................................................734-421-1060 ............................. 78 PDQ Signature Systems ........................................877-968-6430 ............................. 70 Peel A Deal...........................................................877-563-5654 ............................. 74 Peerless Ovens .....................................................800-548-4514 ............................. 77 Picard ..................................................................800-668-1883 ............................. 77 Pizza Equipment Warehouse.................................888-749-9237 ............................. 77 Pizza Tools ...........................................................800-840-7083 ............................. 78 Pizzaovens.com....................................................877-367-6836 ........................77, 78 Prebilt Hosting .....................................................718-275-7765 ............................. 79 Precision Mixers ...................................................877-764-9377 ............................. 75 Presto ..................................................................800-589-7004 ............................. 72 Printed Colors ......................................................239-352-2755 ............................. 78 Promotion Xpress .................................................888-310-7769 ............................. 78 Real New York Pizza Dough ...................................718-951-3555 ............................. 71 Red Gold ....................................................... 877-748-9798 ext. 163....................... 79 Redi Heat .............................................................888-556-2024 ............................. 75 Roto-Flex Oven.....................................................800-386-2279 ............................. 77 Ruxter .................................................................800-763-1953 ............................. 74 Saputo .................................................................800-824-3373 ............................. 70 Somerset .............................................................800-772-4404 ............................. 71 SpeedLine ............................................................888-400-9185 ............................. 70 Star Pizza Box ......................................................800-626-0828 ............................. 75 Stiky Notes...........................................................800-836-0518 ............................. 79 Sugar Creek Packing .............................................800-848-8205 ............................. 75 Sunset Plastics .....................................................718-200-1013 ............................. 78 Super Sticky Notes................................................800-309-7502 ............................. 79 TNT Crust .............................................................920-431-7240 ............................. 71 T&T Graphics ........................................................800-557-9914 ............................. 79 Thermal Bags by Ingrid.........................................800-622-5560 ............................. 75 Thunderbird .........................................................800-7-MIXERS ............................. 72 Timeforge ............................................................866-684-7191 ............................. 73 Touch Pro .............................................................877-713-0300 ............................. 70 Ventilation Direct .................................................866-433-8335 ............................. 80 Vesuvio Foods ......................................................800-997-0887 ............................. 72 Wood Stone .........................................................800-988-8103 ............................. 78 WP Bakery Group .................................................203-929-6530 ............................. 73

June/July 2011 • pmq.com

81

(

time capsule

Buddy’s Rendezvous Pizza This square pizza Detroit institution is still winning over palates after 65 years in business.

In 1946, when Buddy’s Rendezvous Pizza (buddyspizza.com) served its iitts nd first pie, the Detroit (and U.S.) pizza scene was forever changed. Legend itthas it that the square pizza recipe was developed by a Sicilian-born waitle le ress named Connie, employed by then-owner Gus Guerra. After a couple b-of ownership changes over the years, current owner Robert Jacobs obtained the business in 1970 and since then has infiltrated the suburbs;; today, Buddy’s boasts nine locations in the Detroit metro area. “Squaree pizza and Buddy’s Pizza are synonymous in Detroit,” says Wesley Pikula, vice president of operations. “We have deep roots, and Buddy’s has spawned many other square pizza operations over the years.”

Pikula points to the pizza’s many unique facets: It’s made in rectangular blue steel pans that offer “unique baking properties”; the dough is stretched numerous times; and the pies receive a seemingly backward assembly process (makers first put pepperoni, then cheese, and finally sauce, atop the dough)—techniques unchanged from the original days. “The entire process is labor-intensive, but gives the characteristics we like, with a light, crunchy crust,” explains Pikula.

“It’s a labor of love—there aren’t too many shortcuts—but you have to be committed to the product and maintain it.”

Buddy’s is a constant presence on “best of” lists, both local and nationwide, but the business doesn’t rest on its laurels; it offers an email club and online coupons, and recently added a gluten-free menu. However, its greatest passion is giving back to the community—through the “Got Pizza? Give Dough!” campaign for children’s charities; raising more than $2 million for a local soup kitchen; and its “pizza partnership” with local attractions. This year, the company will launch the Motor City Collection of new pizzas named after Detroit institutions, then donate portions of the sales to those nonprofits. “We’re in the toughestt the he economy in the country, but customers are loyal to the ust st businesses they trust,” Pikula says. “Our goal is not just th he to serve great pizza—we want to be a great partner in the community.” –Tracy Morin

(Top to bottom): Men play pinochle at Buddy’s in the ’70s; the waitstaff poses in the ’60s; Connie, alleged creator of the recipe, dines on a pie with Irv, manager of the original store.

Has your pizzeria been in business for 50 or more years?

If so, contact us at tracy@pmq.com.

82

PMQ Pizza Magazine – The Pizza Industry’s Business Monthly

)