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PIZZA MAGAZINE THE WORLD'S AUTHORITY ON PIZZA | PMQ.COM | PIZZATV.COM

June/July 2019

NeXT generation the

How Steve Jobs changed the way we sell pizza. P A G E

New Haven-Style Pizza 22

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Summer Suds 38

Paying Your Managers 58


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MY FATHER USED TO SAY MAKE IT SIMPLE. MAKE IT GREAT. MAKE IT YOURS. THAT’S HOW YOU MAKE IT.

What’s your declaration of independence? Grande is championing operators who have an independent spirit and shared passion for excellence. By providing the finest all natural, authentic Italian cheeses, along with an unwavering commitment to quality, we’ll continue to advocate for independents and their love of the craft.

grandecheese.com 1-800-8-GRANDE © 2019 Grande Cheese Company


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FIND US ONLINE

AS SEEN ON PIZZATV.COM DOUGH SPINNING: 6 BEGINNER TRICKS EXPLAINED Ready to become a dough-spinning pizza sports superstar? Using Throw Dough, Chris Green walks you through the moves of six beginner tricks to help you get started. From your basic dough toss and the whip to more complicated moves like the behind-the-back, the under-the-leg, the over-the-shoulder and the down-the-shoulder roll, Green will show you how to do it all in easy-to-follow steps depicted in slow motion. P I Z Z AT V. CO M / V I D E O/ T H R O W D O U G H T R I C K S

If you’d like to contribute to PizzaTV.com and our Roku channel, send links to your best video content to info@PizzaTV.com.

EXCLUSIVELY ON PMQ.COM

HOW TO MAKE THIRD-PARTY DELIVERY WORK FOR YOU

5 WAYS TO IMPROVE RELATIONS WITH YOUR STAFF

Skeptics raise some good points, but pizza veteran Michael Androw, owner of E&D Pizzeria in Avon, Connecticut, believes partnering with a third-party delivery service could work wonders for your restaurant—if you cut the right deal.

Instead of hiring and training new employees at a time when good ones are increasingly hard to find, you’re better off retaining the ones you’ve got. Tom Feltenstein offers tips for holding on to your top people—and it all starts with listening to them.

P M Q . CO M / T H I R D PA R T Y S U CC E S S

P M Q . CO M / S TA F F R E L AT I O N S

RESTAURANT CHAINS SHAKE UP LOYALTY PROGRAMS

DOMINO’S UNVEILS A NEW SPECIALTY: HAWAIIAN SPAGHETTI PIZZA

Loyalty programs are becoming a must-have for pizzerias, but when everyone’s offering the same dollars-for-points rewards, how do you make your program stand out from the pack? Innovative chains like MOD Pizza and Newk’s have a few ideas. P M Q . CO M / S H A K I N G U P L OYA LT Y P R O G R A M S

Available only in New Zealand, the Hawaiian Spaghetti Pizza isn’t as weird as it sounds—if you’re a Kiwi, at least. Former Prime Minister Billy English is a fan, and many think of it as a classic dating back to the 1980s. But would you eat it with a creamedcorn base? P M Q . CO M / H AWA I I A N S PA G H E T T I P I Z Z A

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BELLISSIMO MAKES A LASTING FIRST IMPRESSION BELLISSIMO FOODS offers a full line of delicious appetizers, including our popular Mozzarella Sticks. Easy-to-cook and quick-to serve, this profitable starter can be fried or oven baked and is available both breaded and battered. Impress your customers with a strong first impression by serving Bellissimo Mozzarella Sticks. For our full line of appetizers as well as exclusive Bellissimo branded Italian style products, visit bellissimofoods.com to contact a representative and request samples and pricing.


IN THIS ISSUE

JUNE/JULY FEATURES ON T COV HE ER

28

Steve Jobs’ influence on pizza is a story that’s been largely forgotten. But his involvement with the first online ordering website, CyberSlice, led to an e-commerce revolution that has transformed the industry.

20

46

Recipe of the Month

Get the Gluten Out!

22

52

New HavenStyle Pizza

Picture-Perfect Food Photography

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38

Summer Suds

58

Managerial Economics


IN THIS ISSUE

14

Check Your Dough’s Temperature Before Opening It Into Skins Tom “The Dough Doctor” Lehmann explains how to achieve the proper temperature for your dough prior to baking.

Chef’s Corner: Chef Craig Priebe’s The Gamberian

Pizza Without Borders: 3 Ways Italians Make Dough More Digestible

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80

The Italian Way

Pizza Hall of Fame: Inky’s Italian Food

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70

P I Z Z AT V. C O M / V I D E O / I N K Y S I TA L I A N F O O D

IN EVERY ISSUE 6

Online @ PMQ

76

12

Publisher’s Note

82 Product Spotlight

72

MARExpo Review

83

Idea Zone The Pizza Exchange

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Check out our digital and tablet editions for bonus video and multimedia content. Visit PMQ.com/digital to view the digital edition, or download our tablet app at iTunes, Google Play and Amazon.com.


PUBLISHER’S NOTE

Steve Green Publisher

THANK YOU, STEVE JOBS, FOR BILLIONS OF DOLLARS IN PIZZA COMMERCE Online ordering means billions of dollars for the pizza industry each year for decades to come. I’ve never seen anything like it in my 37 years in the pizza industry. The changes of the last five years include tectonic shifts in the way consumers buy pizza directly as a result of internet commerce that has disproportionately benefited our industry. Steve Jobs not only created the NeXT computer that built the World Wide Web and the software that would lead the internet commerce revolution, but, as described in this month’s cover story, “The NeXT Generation” (page 28), he literally ordered the first pizza from Cyberslice to demonstrate the power of his vision. Now, in 2019, online ordering has surpassed the telephone as the primary way to order a pizza, and we’d like to acknowledge Steven P. Jobs for his visionary leadership with this special front cover created by Eric Summers, PMQ’s art director. And beginning with this issue, we have prepared a three-part series that we hope will help our industry better understand the incredible opportunity that online ordering represents.

Part 1: How we got here Part 2: Who are our industry’s digital marketing providers? Part 3: Best practices and examples of pizza marketing in a digital AND non-digital environment. Online ordering isn’t just a way to increase sales. It’s a way to protect your profits—by lowering breakeven requirements. When your average ticket can be higher, labor costs lower, mistakes fewer, service faster, pizza hotter, and restaurant reviews better, maybe it’s time to invest in digital. Meanwhile, check out the Think Tank at PMQ.com/tt for peer-to-peer advice if you need it. The best news of all is that it is now possible to embrace online ordering and digital marketing even if you’re an oldtimer like me. Our industry has found that big money once again exists in pizza, and marketing specialists and companies are springing up to help you stay focused on what you do best. All the best in pizza success,

June/July 2019

PIZZA MAGAZINE THE WORLD'S AUTHORITY ON PIZZA | PMQ.COM | PIZZATV.COM

PMQ PIZZA MAGAZINE | Volume 23, Issue 5

June/July 2019

ON THE COVER:

NeXT generation the

The Pizza Industry’s Business Monthly | PMQ.com

With a single pizza order in 1996, tech visionary Steve Jobs helped spark an online ordering revolution that has transformed the pizzeria industry. Illustration by Eric Summers.

How Steve Jobs changed the way we sell pizza. P A G E

28

New Haven-Style Pizza 22

A Publication of PMQ, Inc. 662-234-5481 Volume 23, Issue 5 June/July 2019 ISSN 1937-5263 Publisher Steve Green, sg@pmq.com ext. 123 Co-Publisher Linda Green, linda.pmq@gmail com ext. 121 Editor in Chief Rick Hynum, rick@pmq.com Art Director Eric Summers, eric@pmq.com ext. 134 Senior Copy Editor Tracy Morin, tracy@pmq.com

Associate Editor Callie Daniels Bryant, callie@pmq.com Contributing Editor Bill DeJournett, bill@pmq.com International Correspondent Missy Green, missy@pmq.com Senior Media Producer Daniel Lee Perea, dperea@pmq.com ext. 139 Social Media Manager Heather Cray, heather@pmq.com ext. 137 Video Editor Blake Harris, blake@pmq.com ext. 136 Chief Financial Officer Shawn Brown, shawn@pmq.com Test Chef/USPT Coordinator Brian Hernandez, brian@pmq.com ext. 129

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Summer Suds 38

Paying Your Managers 58

ADVERTISING

PMQ INTERNATIONAL

Sales Director Linda Green, linda.pmq@gmail com ext. 121

PMQ China Yvonne Liu, yvonne@pmq.com

Senior Account Executive Tom Boyles, tom@pmq.com ext. 122

PMQ Russia Vladimir Davydov, vladimir@pmq.com

Account Executive Chris Green, chris@pmq.com ext. 125

PMQ Pizza Magazine 605 Edison St. • Oxford, MS 38655 662.234.5481 • 662.234.0665 Fax

Sales Assistant Brandy Pinion, brandy@pmq.com ext. 127

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.


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IN LEHMANN’S TERMS

CHECK YOUR DOUGH’S TEMPERATURE BEFORE OPENING IT INTO SKINS In most conditions, dough balls should be warmed to an internal temperature of 50˚.

Q A

What should the temperature of my dough be when I start opening it into skins? As we all know, pizza dough becomes noticeably firmer and harder when it’s cold, so we allow it to warm a little after removing it from the cooler. In most cases, we can simply let it warm for a certain period of time. However, variations in dough formulations, shop conditions, and dough opening practices all come into play here, so it’s best to start by learning how long it takes for your dough ball to warm up sufficiently. To start, measure the internal temperature of the dough as soon as you remove it from the cooler—it will usually be at 40°F or lower. I recommend allowing the dough balls to warm to an internal temperature of 50°F before opening them into skins; this will give you a usable window of 2.5 to 3 hours for the dough balls (just remember to keep them covered). Once you’ve first measured the dough ball’s internal temperature, make a note of the time. When the ball’s temperature has warmed to 50°F, note how much time has elapsed since the first measurement. This will tell you how long to wait after removing the dough from the cooler before opening it in the future.

Unusually cold shop conditions might dictate a higher internal dough temperature before opening. A warmer shop will not usually benefit from a colder opening temperature, but you will have less time for using the dough balls in warmer conditions, so keep this in mind when pulling dough balls from the cooler; too many dough balls sitting out in a warm or hot shop will end up overfermenting, creating more problems. If you want to work with the dough as quickly as possible after removing it from the cooler, I suggest preopening the dough balls early in the day and placing them back into the cooler on screens or trays in a wire tree rack (covered) for use later in the day. Simply allow the skins to temper at room temperature for about 15 minutes, then clean them up by restretching to full diameter, and you’re ready to dress and bake the pizzas. (This is also an excellent way to manage the dough under extremely warm shop conditions, or if you lack sufficient space to store the dough outside of the cooler.)

Tom Lehmann was the longtime director of bakery assistance for the American Institute of Baking (AIB) and is now a pizza industry consultant. PMQ . CO M/D O UG H

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The Winning Pizza, Bandera de Fusión, featured four Californiaproduced Hispanicstyle dairy products: Oaxaca, asadero, cotija and crèma Mexicana.

WE HAVE A WINNER! Thomas Garnick of Brava! Pizzeria in Denver won $15,000 in the 2019 Real California Pizza Contest

John Alers of Flour & Barley - Brick Oven Pizza in Las Vegas, Nev., and Giovanni Labbate of Bricks Wood Fired Pizza Café in Schaumburg, Ill. also won $5,000 each for the best REAL California and All-Cheese pizzas respectively. The Real California Pizza Contest is sponsored by the California Milk Advisory Board celebrating quality, sustainable cheeses made with 100% Real California Milk. For more information: RealCaliforniaMilk.com/Foodservice ©2019 California Milk Advisory Board, an instrumentality of the CA Department of Food & Agriculture


THE CHEF’S CORNER

Watch Brian Hern in-dep andez’s th int erview with Priebe Chef Craig at pm craigp q.com/ riebe.

CHEF CRAIG PRIEBE

The author of Grilled Pizzas & Piadinas shares a perfect summertime recipe for grilled pizza.

By Brian Hernandez It’s June, school’s out, and summer has begun. It’s time for slip-and-slides, pond fishing, and, of course, grilling in the backyard. But let’s twist that around as only we can in the Chef ’s Corner. How about grilled pizza? Having traveled around the country, author and chef Craig Priebe catalogued many of the unique styles of pizza our country has to offer in The United States of Pizza, but his first book, Grilled Pizzas & Piadinas, specifically covered two American favorites: pizzas and grills. For this month’s Chef ’s Corner, Craig was kind enough to give us one of his favorite recipes. With a light and airy crust, flavorful pesto and succulent shrimp, the Gamberian is sure to be the star of the backyard BBQ bash this summer.

Brian Hernandez, a longtime pizzaiolo, is PMQ’s test chef, U.S. Pizza Team event coordinator and a host on PizzaTV.

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INGREDIENTS 1 grilled pizza crust (see pg. 18) ½ c. chunky tomato basil sauce (see pg. 18) 2 tbsp. herbed grill oil (see pg. 18) ½ c. basil pecan pesto ¼ c. thinly sliced sun-dried tomatoes 1 tbsp. grated Parmesan ½ lb. jumbo shrimp, shelled and deveined ½ c. thinly sliced red onions Salt and freshly ground black pepper 2 tsp. capers 1 c. shredded mozzarella 3 cloves garlic, thinly sliced Garnish: 2 tbsp. fresh basil leaves, torn ¼ tsp. cracked black pepper See full recipe on page 18


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THE CHEF’S CORNER

THE GAMBERIAN BASIC GRILLED PIZZA DOUGH (YIELDS 4 - 12” PIZZAS)

HERBED GRILL OIL (YIELDS ½ C.)

3 c. unbleached flour 3 tsp. (2 packets) active dry yeast 1 c. warm water ½ tsp. sugar 2 tsp. kosher salt ¼ c. fine ground white cornmeal 1 tbsp. extra-virgin olive oil (EVOO)

½ c. EVOO 1 small clove of garlic, minced ½ tsp. dried oregano ½ tsp. dried thyme ½ tsp. dried basil

METHOD: Dissolve yeast in warm water with sugar. Place flour in mixing bowl and stir in salt and cornmeal. Add water and oil and stir until dough stiffens. When dough is nice and smooth, place in an oiled bowl and cover with a piece of plastic wrap. Lightly brush dough with olive oil to keep from drying out. Let dough rise for an hour at room temperature. Punch it down and refrigerate overnight. Cut into dough balls the next day.

CHUNKY TOMATO BASIL SAUCE 3 lb. fresh vine-ripe tomatoes (about 4 large tomatoes) ½ c. packed, chopped fresh basil (large stems removed) 3 large cloves fresh garlic ½ c. tomato paste Kosher salt (to taste) 2 tsp. freshly ground black pepper 1 tsp. sugar METHOD: Chop all ingredients finely and mix in a food processor. Do not puree the sauce; leave some chunks, but mix it thoroughly. R E L AT E D V I D E O L EA R N HOW TO M AKE T HE G AMBE RIAN IN OUR E XC LUS IVE RECIPE VI D EO AT P MQ.CO M/ T HEGAMBE RIAN

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Grilling your pie: Heat your coals to about 400˚ to 500˚. Push them to one side to allow a cooler spot for cooking if needed or a hot area to finish the pie. If using a gas grill, heat it to 400˚. An important difference in grilling your finished pizza is to move your coals to one side of the grill. You will grill the pizza with an indirect heat, instead of directly above the hot coals. Brush the grilled side of the pizza crust with 1 tbsp. of the herbed grill oil. Dust with the Parmesan. Heat the remaining tablespoon of oil in a sauté pan over medium heat. Sauté the shrimp until opaque and pink, about 1 ½ minutes. Season to taste. Top the crust with the mozzarella. Spoon the chunky tomato basil sauce and the basil pecan pesto on top, creating an alternating pattern of red and green. Add the sun-dried tomatoes, shrimp, red onions, capers and garlic. Position pizza alongside the grilling surface. Carefully slide pizza off the tray, using tongs to guide pizza onto the grill. Place pizza to the side of the hot coals, not over the coals. Place lid over the grill to heat the toppings while the pizza cooks. If your pizza is not overloaded with toppings, the toppings should be hot when the crust is done. Check after 1 minute. If the pizza is darkening quickly, the fire is too hot. Browning should occur in about 3 to 5 minutes. Turn your pizza 180˚ during the grilling to get an even doneness. For a crispier crust, slide it directly over the fire for a brief moment (but it will burn if left over the fire too long). Remove from grill and add garnishes.


RECIPE OF THE MONTH

JUNE/JULY RECIPE

SPONSORED CONTENT

The Northwest Traditional BY FARRELLI’S PIZZA

INGREDIENTS:

DIRECTIONS:

48-hour-aged dough, stretched out to 12” 2 oz. sauce 6 oz. Galbani mozzarella/provolone blend 8 basil leaves 12 slices thick-cut pepperoni 3 oz. Italian sausage 2 oz. honey cream cheese sauce Pinch of red pepper flakes 1 oz. grated Galbani Parmesan

Sauce and top the pizza with cheese, basil, pepperoni and sausage. Bake for 7 minutes in a wood-fired oven at 625°. Remove from oven and place on a screen for 4 minutes to release built-up steam. Finish with drizzle of honey cream cheese sauce, red pepper flakes and Parmesan.

For the honey cream cheese sauce, mix 6 c. of cream cheese, 8 c. of heavy cream, 1 c. of honey, and 1 tsp. of salt. Whisk well and place in a squeeze bottle.

ABOUT THE PIZZA: The Northwest Traditional is much more than a standard pepperoni-and-sausage pizza, according to its creators at Farrelli’s Pizza, which has multiple locations in Washington State. “For the crust, we took our housemade dough and added an 18-hour roomtemperature fermentation,” a company statement reads. “This extra step gave us a lighter, crispier crust with some big fermentation flavor. We also added two extra hours of proofing time. The mozzarella gives the pizza a very smooth and creamy texture, while the provolone adds a very sharp cheese flavor, and the freshly grated Parmesan lends a nutty, salty component. Some people might think this is a simple two-topping pepperoni-and-sausage pizza, but, to us, it is a recipe that shows our growth over 20 years and our commitment to quality and continuous improvement.”

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Find your Ispirazione Italiana

What's our Italian Inspiration? Gathering families

around the table. It’s a vision my daughter Jacque and I created more than 20 years ago, and is still going strong today at Farrelli’s. With it comes a sense of pride in everything we do. That’s why we top our pies, including our award-winning Northwest Traditional Pizza, with Galbani® Premio Mozzarella. You only serve the best to your family, and we're committed to serving Italy's #1 cheese brand. —JOHN & JACQUE FARRELL, COFOUNDERS, FARRELLI’S WOOD FIRE PIZZA

Find more Italian Inspiration and John & Jacque’s video at GalbaniPro.com. ©2019 Lactalis American Group, Inc., Buffalo, NY 14220. Galbani is a ® of Egidio Galbani S.r.l. All Rights Reserved.


DANIEL PEREA

Gail Churinetz of Gail’s Pizza Parties made a classic New Haven Tomato Pie during her visit to the PMQ Test Kitchen.

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Watc h th

Gail C e video! Pizza hurinetz of P Gail’s Haven arties mak es a N -style ew p ie wit Brian Herna h PMQ’s ndez. pmq newh .com/ avenr ecipe

Old School in New Haven Tradition and family are part of the magic of this iconic pizza style. By Bill DeJournett Founded 360 years ago by the Puritans, New Haven, Connecticut, bills itself as the birthplace of the hamburger, but it’s also home to some of the best pizza on the planet. According to local legend, New Haven-style pizza originated in the early 1920s, when Neapolitan immigrant Frank Pepe began baking pizzas, then called tomato pies, and selling them to local factory workers on a pushcart. In 1925, Pepe purchased a building with a brick oven and began selling his pies from that location. Over time, two more signature New Haven-style pizzerias opened their doors: Modern Apizza (originally called Tony’s Apizza) in 1934 and Sally’s Apizza in 1938.

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Gary Bimonte, Frank Pepe’s grandson, carries on the family tradition at Frank Pepe Pizzeria Napoletana.

FRANK PEPE PIZZERIA

“We’re adhering to my grandfather’s exact recipes, and that’s what keeps us on top. It’s all about tradition.” — GARY BIMONTE, FRANK PEPE PIZZERIA NAPOLETANA

LIGHTLY CHARRED AND CRISPY

The dough used in New Haven-style pizza is given more time to rise than traditional pizza dough, and the flour is a little lower in protein content—around 13%. “New Haven-style pizza is known to be a little bit crispier than most,” says Erica Pustari, manager of Modern Apizza. “It’s the water in the dough. We refrigerate and cover the dough and let it rise a little longer, because we use the mother yeast. It’s always fermenting and alive.” The baking process also varies from the Neapolitan and New York styles. The oven temperature is close to 1,000⁰, and the pie bakes longer than other styles. The result is a crispy pie with a bit of char on the crust. “When it comes to baking New Haven-style pizzas, coal-fired ovens rank high on the list if you’re a traditionalist,” says industry consultant Tom

“The Dough Doctor” Lehmann, based in Manhattan, Kansas. “While other types of ovens can be used successfully, coal-fired is the traditional way to go.” Coal offers a big advantage over wood, according to Gary Bimonte, grandson of Frank Pepe and an owner of Frank Pepe Pizzeria Napoletana. “Coal burns at 1,000⁰, and wood burns D E N I S E D E LU C I A

Known locally as apizza and pronounced “ah-beetz,” New Haven style serves up a thin-crust pizza, typically cooked at high temperatures in a coal-fired or oil-fired brick oven and served in an irregular or oblong shape. A close relative to the classic New York style, with roots in the Neapolitan tradition, New Haven-style pizza features subtle differences from the two that make it unique.

Fancy advertising and flashy signs aren’t required to sell delicious pizza at Frank Pepe’s.

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Certified

GF Gluten-Free


DANIEL PEREA

Gail Churinetz of Gail’s Pizza Parties recently showed PMQ’s Brian Hernandez the ins and outs of making a traditional New Haven White Clam Pie.

“When it comes to baking New Havenstyle pizzas, coal-fired ovens rank high on the list if you’re a traditionalist.”

at 600⁰ to 700⁰,” Bimonte says. “Wood gives off a moist heat, whereas coal burns at a high, intense, dry heat, and that tends to seal all the flavors in and gives the pizza its signature char. That’s what Frank Pepe’s is known for.” Modern Apizza originally fired its oven with coke, a byproduct of coal, but switched to an oil-fired oven due to a shortage of coke around 1967. “New Haven pizza is definitely a little bit charcoal,” says Pustari. “You put that darker color on the edges. It’s not really doughy, but crispy—not too crispy, but it has that raw brick taste to it. Working with an oil oven is going to taste differently than a wood-fired. With wood fire, you get that woody taste to it, that smoky taste, but when you work with an oil-based oven, it’s a completely different animal because of the way that it cooks the pizza. It’s more concentrated on the

— TOM “THE DOUGH DOCTOR” LEHMANN

pizza and not about that woody taste. It’s all about the dough. The smokiness from the wood would take away from the taste of the dough.” FAMILY AND TRADITION

FRANK PEPE PIZZERIA

The White Clam Pizza is an iconic New Haven pizza. It originated in the 1940s, when Pepe put clams, a popular appetizer at the time, on a pizza, and added olive oil, garlic and oregano. The baking process melded those ingredients with the clam juice, essentially creating its own white sauce. “Our White Clam Pizza has been recognized three years in a row, voted best in the country,” Bimonte says. Two final, if intangible, elements of the New Haven pizza style are tradition and family. Modern Apizza is still family-owned, while Frank Pepe’s is owned by a family-run corporate board. “I have three sisters and three cousins, so there’s seven of us,” Bimonte says. “The

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family is still very much in control. It’s still a family-owned business, even though we do have a corporate entity— Frank Pepe’s Development Company— and all of our locations are companyowned. We do have outside investors, but the development company controls everything.” Those close family ties are what make New Haven pizza so special, Pustari believes. “Modern is family-owned, and my mom is from Italy, so the family and the roots of where the food comes from are a little more authentic.” And these New Haven apizza clans aren’t planning to mess with success. “The family’s not changing a thing,” Bimonte says. “We’re adhering to my grandfather’s exact recipes, and that’s what keeps us on top. It’s all about tradition.” Bill DeJournett is a PMQ contributor.


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28 PMQ PIZZA MAGAZINE | THE WORLD’S AUTHORITY ON PIZZA


NeXT generation the

How Steve Jobs and a dot-com called CyberSlice helped reinvent the pizza business. By Rick Hynum What do Steve Jobs and Sandra Bullock have in common? Believe it or not, both played a part in making online ordering a sales-driving powerhouse for pizzerias. The difference is that Bullock likely had no idea she was helping forge a new high-tech future for the pizza industry, while Jobs, the legendary technology mastermind and co-founder of Apple, Inc., knew exactly what he was doing.

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Consumers Embrace Technology for Orders Source: 2019 Technomic/National Restaurant Association—1500 Consumers Surveyed

Ordering Methods Used in Past Year:

Sandra Bullock inadvertently helped spark an online ordering revolution with her role in the 1995 film, The Net.

Jobs’ influence on pizza is a story that has been largely forgotten. Not only did his WebObjects technology, developed during his hiatus from Apple in the late 1980s and early 1990s, lay the groundwork for today’s online ordering capabilities, Jobs made pizza history when he placed the first online order for CyberSlice, a company that would set into motion an e-commerce revolution that has transformed the restaurant industry. Bullock, meanwhile, starred in “The Net,” a 1995 film that was pretty forgettable in its own right. Yet, ironically, one brief throwaway scene in its opening moments provided the inspiration for the aforementioned CyberSlice—and for the world of online ordering that we take for granted today. Finally, PMQ publisher Steve Green played his own role in the saga as a marketing consultant for CyberSlice. Here’s the story of how it all went down—and why online ordering is now a must-have for pizza restaurant owners across the country. THE RISE OF CYBERSLICE

Unlike the less familiar story of CyberSlice, Steve Jobs’ rise, fall and comeback is the stuff of legend. Ousted from Apple in 1985, the 30-year-old Jobs wasted little time in building a 30 PMQ PIZZA MAGAZINE | THE WORLD’S AUTHORITY ON PIZZA

56% 56% 41% 43% 37% 21% 13%

Use Restaurant’s Own Website Use Telephone to Place Order Use a Third-Party App Use Restaurant’s Own App Use Third-Party Website Use Voice Assistant Via Text

new company that would literally change the world: NeXT, Inc.. His original goal was to build a budget-friendly desktop computer for the higher-education market. But he and his team went further, designing hardware and software that would create a cohesive computing experience for users. Bundled with NeXTSTEP software, NeXT computers went on sale in the late 1980s. Just a few years later, Tim Berners-Lee, a scientist at CERN in Switzerland, used his NeXT computer and its advanced object-oriented development tools to create the World Wide Web—and the digital race was on. In a Wired interview in 1996, Jobs predicted e-commerce on the Web would transform the American marketplace. “If the Web got up to 10% of the goods and services in this country, it would be phenomenal,” Jobs said. “I think it’ll go much higher than that. Eventually, it will become a huge part of the economy.” After watching “The Net,” Tim Glass, who cofounded CyberSlice in 1996 with Bryan Cupps and Jim Brimhall, had the same idea. In the film, Bullock portrays a hacker who stumbles onto a massive conspiracy rooted in digital technology. The movie’s opening scene depicts Bullock ordering a pizza online through a user interface sporting graphics and features that were quite advanced for the era. It was one of those borderline sci-fi


Bryan Cupps (left) and Tim Glass relax after a successful demo of the CyberSlice online ordering system.

moments that make great thinkers like Glass go, “Hmmm.” And that’s where PMQ’s publisher, then a pizza industry consultant, comes in. “The first time I heard of CyberSlice was when I got a call from Tim Glass,” Green recalls. “He said he saw a movie with Sandra Bullock where she ordered a pizza (online), and he wanted to start an online ordering company. I thought it was my son playing a prank on me. Then he said he was working on the project with Steve Jobs, and that really caught my attention.” Glass’s CyberSlice system was based on NeXT’s WebObjects tools. According to a press release announcing CyberSlice’s launch in December 1996, WebObjects “integrates geographical information systems from MapQuest with telephony software … to let consumers order pizza via the Internet from all registered pizza restaurants in their respective areas.” The beauty of the technology? Pizzerias didn’t need to have Internet access—or even a computer. Customers placed their orders through the CyberSlice website, triggering an automated phone call to the pizzeria. A robotic voice recited the order to the pizzeria employee, the order was filled, and a pie soon arrived at the customer’s doorstep. Green’s job was to build a sales force and develop a strategy to sign up 1,000 pizzerias in the country’s four most wired cities—New York, San Francisco, Boston and Seattle—as CyberSlice clients. The restaurants provided their full menus, which were digitized for the website, and the result was a lot like the system depicted in “The Net.” Pizza Hut had already experimented with localized online ordering, launching PizzaNet in 1994, but their delivery was limited to the Santa Cruz, California area, and an employee had to call the customer by phone to verify the order. “The beauty of WebObjects was that it was databasedriven,” Green says. “You could take a thousand pizza stores, enter their info into a database, and, depending on the design template that the pizzeria owner chose for his

4 Untold Pizza Stories About Steve Jobs 1. It had to be fate. In a striking case of foreshadowing, Steve Jobs’ first job was working for Nolan Bushnell, the founder of Chuck E. Cheese. Jobs insisted on being hired by his favorite company, Atari, also founded by Bushnell. Bushnell created Chuck E. Cheese as a “showroom strategy” for Atari. He described Jobs as “difficult but valuable,” adding, “To most potential employers, he’d just seem like a jerk in bad clothing.” 2. Who was that pizza man? When Jobs ordered the first pizza from CyberSlice in December 1996 and launched the online ordering revolution, it was delivered by Amici’s Pizza, co-founded by Peter Cooperstein, an advisory board member. 3. Pizza brings people together. Although Jobs, a vegan, did not eat meat or cheese, ordering pizza for “all-hands” meetings was an important ritual at his companies. Nicole DeMeo, his director of worldwide communications at NeXT, Inc. and a vegetarian, recalls that she and Jobs often ended up sharing the same less popular pizza. “I miss Steve more than I can describe—such a huge loss for humanity, really,” she says. 4. What’s pizza got to do with it? Just as Jobs first demonstrated the iPhone by prank-calling a Starbucks store and ordering 4,000 lattes, he also demonstrated his revolutionary WebObjects software by ordering a pizza during a press conference in 1996. Was it just a coincidence that, within a fortnight of the CyberSlice launch, Apple offered Jobs $400 million to bring his software back to Apple? We’d like to think pizza had something to do with it.

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Nicole DeMeo served as NeXT Inc.’s communications director. She is now cofounder of Media Luna Vineyards.

Steve Jobs made pizza industry history when he placed the first order on the CyberSlice website in 1996.

store’s site, every destination would look different and have its own personality, and it would be a fun interaction for the consumer.” BRUSHES WITH GREATNESS

But developing the back end of the site was a lot more work than fun. “We had many technology challenges, from browser incompatibility to connecting front-end web services to our online ordering system with a back-end database and voice recognition systems,” said Cupps, who was CyberSlice’s Chief Technology Officer and Vice President of Engineering. “In addition, we had to create proprietary data-entry applications to load the restaurant menus, logos and geolocation data for delivery zones as well as customer service applications to help customers who placed orders. Nicole DeMeo was the director of worldwide communications for NeXT, Inc. when CyberSlice made its national debut and answered directly to Jobs at the time. “He really did approve CyberSlice personally,” she says. “Steve always got super-involved,

“We had many technology challenges, from browser incompatibility to connecting front-end web services to our online ordering system with a back-end database and voice recognition systems.” — BRYAN CUPPS, CYBERSLICE CHIEF TECHNOLOGY OFFICER AND VICE PRESIDENT OF ENGINEERING

and he thought CyberSlice was the right company and way to showcase the technology … Steve liked to showcase technologies that everyone can identify with. He was always the advocate of translating the B2B value all the way to the end customer. In this case, we wanted to show what backend technology did for the pizza restaurant and how it was also improving lives for the end customer.” That’s why Jobs personally—and very publicly—placed CyberSlice’s first pizza order onstage during a press conference

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in Redwood City, California. For Cupps, launching the system with Jobs—not to mention meeting the famed visionary face-to-face—was unforgettable. “I was standing in a meeting room where we were going to do the presentation, and I felt somebody tap me on the shoulder,” Cupps recalls. “I turned around, and it was Steve Jobs.” Jobs introduced himself and offered words of praise for CyberSlice. “He said he loved my website and our online ordering app, and I remember him saying it was really cool—a killer


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app,” Cupps says. “I was told later that he was normally not that complimentary … It was a big moment in my life. It was like being an automobile designer and Henry Ford comes up behind you, introduces himself, and tells you that you just designed a cool car, and he likes it!” Once Jobs pressed the key to place his order, word on this futuristic new service spread like wildfire via TV and online media reports. Meanwhile, Green was back in Seattle, monitoring the incoming orders. “I was there by myself and worried,” he says. “I had no idea how many orders would come in. I was counting them as they came through, but about half were from people who’d gotten too excited and accidentally ordered a pizza [while testing the system], then sent an email saying they didn’t mean to do it. That was a very momentous occasion, and if I’d had a bottle of champagne, I would have smashed it over my head.” PROVING THE DOUBTERS WRONG

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Still, there were plenty of doubters in those days. “Is this an industry worth creating?” one CNN.com writer wondered in a May 27, 1998 article. “After all, few things are as easy as phoning up the local pizza parlor or Chinese restaurant.” But customers and pizzeria owners saw it differently. CyberSlice soon evolved into

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1989: Tim Berners-Lee invents the World Wide Web 1990: Number of Web users in U.S. reaches 1.96 million 1994: Pizza Hut in Santa Cruz, California, accepts first online pizza order 1996: Apple co-founder Steve Jobs places first order for CyberSlice, the first fully automated, nationwide online ordering website 2000: Number of Web users in U.S. reaches 122 million— nearly half of all consumers 2004: Facebook and GrubHub founded 2005: YouTube founded 2006: Twitter founded 2007: Apple releases the first iPhone 2010: Number of Web users in U.S. reaches 222 million 2011: Postmates and Slice (originally MyPizza) founded 2013: DoorDash founded 2014: UberEats founded 2018: Number of Web users reaches 275 million

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Future PMQ publisher Steve Green created Pizza Tomorrow as the official newsletter of Cyberslice to train and recruit new members. View the full newsletter at PMQ. com/pizzatomorrow.

Cybermeals and had signed up 13,000 restaurants when that CNN article was published. Venture firm Accel Partners took it over in 1999 and renamed it Food.com, vowing to make it “the nation’s dining network, offering consumers a single destination for anything related to food.” If anything, the rise of the smartphone made online ordering easier than phone orders and, for younger generations, far preferable to ringing up some harried pizzeria worker and trying to get info on the latest specials. According to 2019 research by the National Restaurant Association, digital pizza orders have now surpassed phone orders. Pizza Hut’s online sales first hit the $1 billion mark back in 2013, thanks in part to its Xbox 360 ordering app. Domino’s used technology to overtake Pizza Hut as the No. 1 pizza chain last year and now offers 15 ways to order pies digitally. More than 60% of Domino’s orders are now placed online, and the company aims to eventually become a 100% digital business. For pizza chains of all sizes, online ordering has become a must-have, and more independents are beginning to realize they can’t compete without it.

And it all started with a high-profile nudge from Steve Jobs more than 20 years ago. Green remembers Glass telling him that Jobs had high hopes for online ordering from the start. “Tim said Steve Jobs had predicted that more people would be ordering pizza online than by phone within a year,” Green remembers. “As it turned out, we needed a lot of other things to happen, like being able to see videos of the pizzas and to have the Internet in your pocket so you could instantly order when you think about it. So it took about 20 years longer than Jobs expected, but it did happen.” “We have a lot to thank Steve Jobs for,” Green concludes. “He was very aware of the importance of popular culture in product development. By featuring CyberSlice as the showcase demo of how his NeXTSTEP software worked, it was not only a tribute to our industry, but also an acknowledgement that pizza is cool, it’s culturally relevant and more than just a food group.” Rick Hynum is PMQ’s editor-in-chief.

“We all understood that [the launch of CyberSlice] was historic...Today, it’s hard to imagine that online food delivery was hard to imagine, but it was!” — JESSE TAYLER, SOFTWARE ENGINEER FOR CYBERSLICE AND INVENTOR OF THE FIRST APP STORE

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SUMMER

SUDS Tap into trending summer beer varieties to offer customers perfectly paired refreshments for warm-weather days. By Tracy Morin


When temperatures rise, customers typically ditch heavier winter beers (think porters and stouts) and reach for a lighter option to cool off. Of course, beer and pizza are a natural match, so when summer hits, you’ll want to rotate your beer styles to those refreshing varieties—and pair them smartly with seasonal and year-round menu items alike. Here, experts dish on the most popular styles to help operators cash in on summertime suds.

PALE ALE

PITFIRE PIZZA

When Pitfire Pizza, with eight locations in California, partnered with Anderson Valley Brewing Company, one standout was the Brightlighter Pale Ale, a refreshing, citrusforward, slightly tropical pale ale with mild hops that pairs perfectly with pizza. “Pale ale is a style that you can drink yearround, but there’s something about summertime that draws me to this beer,” says Jamie Boalbey, director of operations for Pitfire. “I find that more breweries are leaning toward a lighter, more food-friendly version of this classic.” The pale ale pairs with many spring veggies on Pitfire’s seasonal menu (from grilled asparagus to burrata toast with peas and pea shoots), and with its Burrata or Honey Bear pizzas. “The slight bitterness plays well with rich cheeses, while the citrus and tropical notes are complimentary to bright spring flavors,” Boalbey says.

BLONDE/GOLDEN ALE

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Tom Ayers, head brewer at Ill Mannered Brewing Co. in Powell, Ohio, describes blonde and golden styles as light, crisp and drinkable—perfect for summertime pizza pairing. They may also have unique flavor profiles: Philadelphia Brewing Company recently released an unfiltered golden, the Fleur de Lehigh, for summer sipping, brewed with ginger, lemongrass and herbs. A refreshing, low-alcohol brew with a vibrant floral character pairs well with pizzas sprinkled with basil, spinach and oregano or with spicy pies topped with soppressata or hot peppers.

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LAGER

Warm temps south of the border make Mexican lagers light and refreshing by necessity—and they’re usually low-alcohol for anytime imbibing. Denver-based Parry’s Pizza stocks the Ska Mexican Logger, a crisp brew that pairs with anything from salads to spicy Buffalo chicken. West Coast brewery Calidad offers a Mexican-style lager that’s bright and light-bodied, finishing with crisp notes of sweet corn and citrus; pair with saltier cheese or a Margherita pizza to complement sweet summer tomatoes. “We’re seeing a return of the lager, as craft brewers are exploring more traditional styles to combat IPA market saturation in new ways, and these lighter beers are great for hot summer weather,” notes Tim Powell, VP and senior analyst for Q1 Consulting. “Mexican-style lagers are particularly hot, even with large brewers. A lager is very light and less malty, so it shouldn’t be overpowered with very sharp cheese— try a combination of cotija cheese, fresh tomatoes and cilantro.” Meanwhile, Grant Fox, culinary manager at Athens, Georgia-based Your Pie, is partial to Peroni. “This Italian pale lager has been the perfect complement to the country’s most famous food for almost two centuries,” Fox says. “And Founders Solid Gold is my favorite lager. With an ABV of 4.4%, it’s perfect for sharing a few pitchers and pies among friends.”

“We’re seeing a return of the lager, as craft brewers are exploring more traditional styles to combat IPA market saturation in new ways, and these lighter beers are great for hot summer weather.” — TIM POWELL, Q1 CONSULTING

WHEAT

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Meats like pork pair splendidly with Hefeweizens, a bready, spiced wheat ale with a perceived sweetness. Frank Barickman, partner/head brewer at Restoration Brew Worx in Delaware, Ohio, crafted the Flip-Flop, a German Hefeweizen that’s light, refreshing and “fluffy on the palate,” with clove phenols and banana esters that balance the malt and wheat graininess. Try this style with a Margherita pizza, he recommends. “The basil, sweet tomato and fresh mozzarella interplay with the clove phenols and refreshing finish of the hefe, making you want more!” Meanwhile, Jade Waterman, director of marketing at Woodstock’s Pizza in San Diego, touts Avery White Rascal Witbier, a lightly hazed golden wheat with a frothy head and flavor accents of citrus and spice. “Light-bodied and refreshing, it pairs with rich, garlicky pies such as our Garlic Bird pizza,” Waterman explains. “The hearty, robust flavors of the creamy garlic sauce and Roma tomatoes complement the light, citrusy notes of the beer without distracting from the brew’s flavor.”

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SAISON

This one’s a great match for pepperoni pizza, according to Donald Staas, owner/ brewer at Staas Brewing Company in Delaware, Ohio. “Saisons are bright, acidic and slightly bitter,” he says. “A dry, slightly acidic and fruity saison, like the Saison DuPont Vieille Provision or our Wildcat Sally Saison, offers sourness and bitterness to play off pizza’s flavors.”

“Saisons are bright, acidic and slightly bitter. A dry, slightly acidic and fruity saison…offers sourness and bitterness to play off pizza’s flavors.”

IPAS

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Though polarizing, IPAs remain perennially popular— and summertime is no exception. Powell recommends lower-alcohol options paired with bitter, leafy veggies and root veggies—think sweet potato pizza with goat cheese crumbles and toasted pine nuts. Pitfire Pizza pairs Karl Strauss Brewing Company Boat Shoes Hazy IPA (with flavors of citrus and sweet fruit) with spicier slices, like the Kickin’ Carnitas pizza. “The slow heat of the chipotle sauce and cilantro balances the sweet citrus notes of the IPA, with just enough hoppy bitterness to add a pop of flavor to your bite,” Boalbey says.

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S TA A S B R E W I N G CO.

— DONALD STAAS, STAAS BREWING COMPANY


GOSE

It’s hard to believe, but not everyone is a beer fan. For these customers, offer alternatives like ciders, shrubs, and spiked sparkling or still waters. Powell loves pairing a dry, crisp cider with an apple and Gouda pizza, while Boalbey matches Golden State Mighty Dry Cider with a Margherita. Meanwhile, a new category, Quaker City Shrubs (low-calorie beverages crafted with apple cider vinegar), offers an alternative to both beer and cider in fruity flavors. And a wide variety of alcoholic waters have hit shelves in recent years for a bubbly, boozy beer alternative with a light finish. Tracy Morin is PMQ’s senior copy editor.

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ALTERNATIVES

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T E R R A P I N B E E R CO.

Powell notes that Gose, a salty sour, is the fastest-growing sour by far in an already trending category. “Its crispness would pair well with a white pizza with grilled shrimp, since the sourness complements the shrimp as a citrus would,” he says. “Green Zebra by Founders is a great choice and available only in summer months.” Meanwhile, Fox stocks Terrapin Watermelon Gose, a tart and refreshing watermelon-flavored gose, which pairs well with a cheese pizza or caprese salad for an ideal alfresco summertime lunch. “Gose is finally taking hold and finding its place in the American beer world— and it couldn’t be more perfect for summer,” Boalbey agrees. “Pleasantly sour and a little funky, gose is traditionally brewed with small amounts of salt and coriander.”


Heather Zook of Sinfully Gluten-Free shows off her awardwinning sausage, mushroom and fresh mozz pizza at the 2016 USPT Western Culinary Trials at IBIE in Las Vegas. 46 PMQ PIZZA MAGAZINE | THE WORLD’S AUTHORITY ON PIZZA


GET THE

GLUTEN

UT!

In this Q&A, Heather Zook, owner of Sinfully Gluten-Free, explains how to meet the needs—and high expectations—of your gluten-intolerant customers. By Brian Hernandez

In most pizzeria kitchens, gluten flies free, and few give it any thought. However, if you pay a visit to Sinfully Gluten-Free in Dayton, Ohio, owner Heather Zook will make sure there is not a single gluten molecule to be found. No, she’s not a superhero with microscopic laser vision. She’s just serious about gluten-free. We asked Zook, who is also a member of the U.S. Pizza Team, to give us all the secrets to running a successful gluten-free (not just gluten-friendly) operation.

BRIAN HERNANDEZ: FIRST OFF, HOW DID YOU PERSONALLY DECIDE TO BECOME SOLELY GLUTEN-FREE?

Heather Zook: Sixteen years ago, my husband was diagnosed with a wheat allergy. Around the same time my aunt was diagnosed with celiac disease, and I myself am gluten-intolerant. At that time, there wasn’t much available [in terms of gluten-free food], and what was available did not taste good. So my mother and I started playing around in the kitchen and realized, “We need to sell this.” HERNANDEZ: WHY IS OFFERING GLUTEN-FREE IMPORTANT?

Zook: It’s not a trend. Celiac disease is here to stay. Usually, when a group of people go out to eat, the restaurant is decided by the one gluten-free diner in the group. And it’s better if people know you’re a gluten-free operation versus them having to guess and hope you have something gluten-free on the menu.

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“New innovations in gluten-free pizza flours make it easier for pizzerias to make safe, great tasting glutenfree pizzas–the dough is easier to mix, more elastic and stronger than ever before.” —AARON RICE, AUTHENTIC FOODS

HERNANDEZ: WHAT ADVICE DO YOU GIVE RESTAURANTS THAT ARE NOT COMPLETELY GLUTEN-FREE LIKE YOURS? THEY DON’T HAVE A HERMETICALLY SEALED ROOM TO PREP AND COOK IN.

Zook: Cleanliness of the area counts. Make sure you have all of your separate tools where they will not gather the excess flour in the air. Provide documentation on your menu. Let them know that you offer a “gluten-friendly” environment. Basically, you’re telling them, “We will do our best, but we do handle wheat products in this facility.” HERNANDEZ: SINFULLY GLUTEN-FREE HAS BEEN IN BUSINESS FOR MORE THAN 10 YEARS NOW. FROM YOUR PERSPECTIVE, WHAT ARE THE SECRETS TO MAKING A REALLY GOOD GLUTEN-FREE CRUST?

Zook: Gluten-free is its own animal— not like working with anything regular in the pizza business. I usually tell everyone to throw everything you know or are doing out the window and start from scratch. Practice is the only thing I can recommend to get the best product. There is no “one way” to make gluten-free. There are numerous people out there innovating now. Find

Zook, pictured above with 2nd-place winner Michael Amheiser (left) and 3rd-place winner Jason Samosky (right), took first prize at the 2013 American Pizza Championship with her 3 Meat Pizza featuring pepperoni, sausage and bacon with a provolone/mozzarella blend.

them on social media and pick their brains. Definitely do research on several options and find what works best for you. Maybe combine some options and then, again, practice, practice, practice. Also, ask your customers what they would want in a gluten-free crust. HERNANDEZ: SPEAKING OF THAT, AS FAR AS THEIR HIGHEST EXPECTATIONS OF GLUTEN-FREE PIZZA, WHAT DO YOU THINK DINERS ARE HOPING TO GET?

Zook: Ultimately, they would like to get a crust that is just like what everyone else is enjoying—same taste, same structure. Most places fall short of that. They end up with a very flat crust that can tend to get soggy. You have to work on building that crumb structure and getting air inside that crust.

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HERNANDEZ: WHAT ARE SOME OF THE COMMON MISTAKES PIZZERIAS MAKE IN TRYING TO CREATE GLUTEN-FREE PIZZAS?

Zook: I think it’s a matter of knowledge and training. Customers get more turned off by pizzerias not having the knowledge they need about gluten-free. Take the courses, learn the facts, and then train your staff. If you walk into a place and the servers do not know how to answer your questions, or a manager or owner says, “Yeah, we got something back there,” people don’t feel comfortable. Also, if they know why they have to have gluten-free, that’s a major step, too. Most people think, “Oh, a little bit of gluten is not going to hurt anybody.” In fact, that can be dangerous to people’s health. It does hurt people physically sometimes.


Zook’s Sinfully Gluten Free Chicken Alfredo pie, featuring red peppers and spinach, wowed judges at the 2014 World PIzza Championship in Parma, Italy.

HERNANDEZ: HOW DO YOU GO ABOUT MAKING SURE YOUR GLUTEN-FREE CUSTOMERS KNOW THEY ARE SAFE IN YOUR RESTAURANT?

Zook: A major part is talking to them, letting them see that you know your product. I do extensive research on all of my products and learn about their production, from beginning to arriving at my shop. If you have that knowledge and the customer sees it, they will relax and feel at ease. Will they understand everything you are talking about? Probably not. But they will be more comfortable because they know you do.

IS YOUR PIZZERIA TURNING NEW MOVERS INTO LOYAL CUSTOMERS?

I also don’t allow outside food in the restaurant, including from my employees. This is, of course, because we are absolutely gluten-free. If they eat lunch here, they eat gluten-free. The need for that practice is more drastic for us than for most other places, but it is a good rule, especially in the designated production area. Do not bend those rules. Even if you just have a small area in the corner for gluten-free food, make sure your employees understand the need to keep it contaminant-free as best they can. Again, it comes back to training them on the “why” of gluten-free. A good rule of thumb is when your staff understands why gluten will make someone sick, it is no longer a burden to them—they are happy to do it.

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Left to right: Melanie Addington (PMQ’s ex-social media manager), Samantha Jones (Mellow Mushroom), Heather Zook, Emily Dugan, and Theresa Dugan (Shorty’s Pizza)

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HERNANDEZ: WHAT DOES THE FUTURE OF GLUTEN-FREE PIZZA LOOK LIKE? IS THERE STILL ROOM FOR GROWTH?

Zook: I see it getting very big. It is one of the fastest growing divisions in the food industry right now. There is no pill or shot that anyone can take to cure celiac disease. It is about diet only. And you cannot cheat. You have to be regimented and faithful to the rules of that diet, or you will suffer symptoms. So more options and better quality are paramount to the growth of this segment. Again, never stand still on recipe development. Innovation and creativity will keep people walking into your restaurant and keep their bellies happy as well. HERNANDEZ: GLUTEN-FREE SHOPS ARE CURRENTLY A NICHE MARKET. MOST PLACES ARE JUST “GLUTEN-FRIENDLY.” WHAT DOES IT TAKE TO GET NOTICED AS A QUALITY GLUTEN-FREE ESTABLISHMENT IN YOUR AREA?

Zook: Word-of-mouth is the best advertising we have ever had. Make sure you have the product to get people talking. There is an app called Find Me Gluten-Free. I would suggest signing up there. We all use apps to find specific items, and gluten-free is no exception. Customers will go to the app to find all of the gluten-free places in their area. That could get some people walking through your doors for the first time. Brian Hernandez is PMQ’s test chef and coordinator of the U.S. Pizza Team.


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PICTURE PERFECT A veteran food photographer shares 5 tips for creating mouthwatering pizza pics. Photos and Story by David Fischer

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As a professional photographer who has shot thousands of subjects ranging from people to pizzas, I can honestly say that creating a photo with true, compelling appetite appeal is both an art and a science, particularly when it comes to pizza. Food appeals to several of our human senses—smell, taste and sight. But even the most delicious food loses its allure if it doesn’t look delicious. And that’s where well-executed food photography comes in, whether it’s showcased in menus, social media, store signage, or print or TV advertising. High-quality pizza photos can build the value of your brand, enhance the appeal of a promotional pizza offer, and, most importantly, be a powerful tool to drive sales. The “art” involved in capturing pizza photographically is to understand that you must appeal to your customers’ emotions. Art appeals to the heart and, in this case, to the stomach by way of the heart. The science? Well, that’s the means to an end, using fundamental principles to ensure that you create appealing, mouthwatering images every time. There is no set formula for achieving this, but here are a few general pointers to get the most out of your photography investment:

1

CROP (OR ZOOM) IN TIGHTLY ENOUGH ON THE PIZZA SO THE VIEWER CAN EASILY RECOGNIZE THE INGREDIENTS.

Everyone knows most pizzas are round, but many pizza restaurants feel the need to zoom out and show an entire round pizza, thereby losing the impact of a close-up shot that makes the viewer crave that flavor. There is no need, in most cases, to show more than a bit of crust. Each ingredient can trigger an appetite response. Juicy tomatoes, crispy, golden crust, grill marks on sausage—all of these can foreshadow the diner’s experience, but only if these elements are clearly presented in close-up. J U N E / J U LY 2 0 1 9 | P M Q . C O M

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2

DON’T OVER-LIGHT.

It’s often best to allow for some shadows. The viewer does not need to see every side of a tomato cube or pepperoni slice: He/she will subconsciously fill in the shadow area. In fact, the act of “filling in” makes for a longer gaze, which in turn elevates interest and, ultimately, the urge to eat— also known as appetite appeal.

3

KEEP THE ENTIRE SHOT IN FOCUS.

That’s how we see. Yes, in the real world our eyes change focus as we peer over a pizza, but we take it all in as “in focus.” So even though there is a recent trend to use soft focus as a photographic technique, why bug the viewer with what I call “fuzzy food”? That doesn’t exist in the viewer’s real-world experience, and it’s important to understand that your photograph is meant to convey reality.

4

BE COGNIZANT OF COLORS.

Each pizza has a color “signature” all its own, and good photography captures it. Place the pizza on an appropriate background that complements, and even enhances, the colors of the pizza. The process, in my view, mimics interior decorating—just like matching furniture to carpet, only on a smaller scale.

5

PROPS ARE THE SUPPORTING CAST.

Food photography props—such as a tomato or mushrooms—naturally call attention to your ingredients and provide a visual shorthand to the featured pizza. Often a major flavor ingredient gets lost in the jumble, no matter how tight the crop and enlargement. Examples are flavors such as basil, barbecue sauce and cheddar cheese. You need to quickly and artfully make the viewer aware of these ingredients without distracting their eye from the pizza itself. A bouquet of fresh basil, a small container of barbecue sauce with a small brush, and a wedge or a block of yellow cheddar cheese are both informative and appetizing; they help tell the “story” of the pizza they surround. Environmental props are also important. Silverware, napkins and cutting boards, to name a few, guide the eyes to the pizza and signal quality and style. All of these elements communicate the care and pride you place in your pizza and help justify the price you’re charging for that experience.

54 PMQ PIZZA MAGAZINE | THE WORLD’S AUTHORITY ON PIZZA

David Fischer is a photographer with over 40 years of experience with brands such as Round Table Pizza, Del Monte Foods and many others. His studio, complete with restaurant-sized kitchen, pizza oven, and hundreds of props, is based in Novato, California. “We collaborated with David on all of our brand photography for eight years, during which his skill at showcasing our pizzas contributed significantly to industry-leading , positive samestore sales increases year after year,” says Craig Silver, director of advertising and brand marketing for Round Table Pizza in Concord, California. “He had a unique ability to capture the appeal of our promoted products, which was essential to us given our premium price points and quality positioning.” Fischer serves clients throughout North America. To learn more, visit his website at davidfischer.com.


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Contest info Send in the best-looking original photo of your pizza to heather@pmq.com by midnight, June 20, 2019. Photos will be judged by PMQ’s editorial staff, along with industry-renowned photographer David Fischer. Since “appeal is half the meal,”our judges will be looking for photos that motivate the senses without the benefit of smell or taste.

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58 PMQ PIZZA MAGAZINE | THE WORLD’S AUTHORITY ON PIZZA


Managerial Economics Retain and reward top-level staff—while maintaining a healthy bottom line—with this guide to structuring a pizzeria manager’s pay. By Tracy Morin

When you’ve landed on a reliable employee to assume the role of manager at your pizzeria, there are plenty of factors at play: how (and how much) to pay them, how to reward them for (or improve) their performance, and how to prevent the burnout and high turnover that plagues the hospitality industry. And, with the U.S. unemployment rate under 4%, it’s crucial to attract top-tier employees with a competitive package—while keeping your business profitable as costs continually rise. So how do successful owners do it? We checked in with chains, independents and franchises alike to uncover their approaches.

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SALARY VS. HOURLY

What’s a better compensation structure for managers: salary or hourly? Brian Weavel, owner of Anna’s Pizza & Pasta in Winnebago, Illinois, believes that two keys keep managers focused: respecting and listening to their ideas, and incentive-laced pay. “I would not recommend salaried at all,” Weavel says. First, he notes, salaries create a divide with owners, who can be perceived as working the manager as many hours as necessary without additional compensation. Second, managers may resent employees during heavy-volume weeks. “The manager might think, ‘What are you complaining about—at least you’re getting an hourly wage,’” Weavel explains. “To me, hourly pay with incentives works best.” On the other hand, Doug Doyle, co-founder of Phoenix-based Fired Pie, believes salaried managers reap more incentives than hourly ones. At each of its 21 company-owned locations, Fired Pie has one salaried general manager on staff, backed by three to four supervisors on hourly pay. This structure, he says, spurs supervisors

“Some owners want to keep managers at an hourly pay to avoid paying for insurance or time off, but salaried managers make our restaurants better by minimizing turnover.” — DOUG DOYLE, FIRED PIE

to rise up the ranks to salaries, while managers (who clock an average of 45 hours per week) take more ownership at the pizzeria. “Some owners want to keep managers at an hourly pay to avoid paying for insurance or time off, but salaried managers make our restaurants better by minimizing turnover,” Doyle says. “And if you don’t offer competitive salaries, someone down the street may pay a little more and hire those managers away.” Some experts believe either option can work. Franchisees decide for themselves at Hungry Howie’s Pizza, based in Madison Heights, Michigan, with about 550 locations in 20 states. “Some managers get paid hourly, and

60 PMQ PIZZA MAGAZINE | THE WORLD’S AUTHORITY ON PIZZA

others get a salary; it’s about 50-50,” says Al Newman, director of training. “Salary can be better in order to cut down on additional costs for managers who need to work overtime.” And, of course, some owners may not have a choice: Rick Garcia, director of operations at PizzaRev, with 44 locations in the United States and Mexico, notes that state laws can govern the decision. “For instance, in California, it depends on how long you’re on the floor versus doing office work, so you must know the state laws around salary versus hourly pay,” Garcia explains. “In California, it’s state law to pay managers hourly with overtime, which makes scheduling more challenging.”

FIRED PIE

Every Fired Pie location has a salaried general manager and three to four supervisors on hourly pay.


HUNGRY HOWIE’S

Individual Hungry Howie’s franchisees decide for themselves whether to pay managers a salary or an hourly rate.

PROPER PAY SCALES

“If an employee is being groomed for multiunit management, the hourly model becomes more difficult to balance among the various units, so transitioning to salary may simply be easier to manage from an HR and payroll perspective.”

Whether you choose the salary or hourly path, how do the numbers break down? Of course, location will play a role, but Doyle estimates a fair manager’s salary (including quarterly bonuses) at $40,000 to $60,000. Meanwhile, at a PizzaRev location in California, a manager may be paid within the range of $40,000 to $65,000, depending on experience and performance. “Nationally, we also look at competitors and what they’re paying,” — ADAM GARNER, BOSTON’S PIZZA RESTAURANT & SPORTS BAR Garcia says. “We want to make sure we pay competitively to attract and retain the best talent.” they tend to have exceptionally more responsibilities,” he Stefano Fabbri, owner of Pomo explains. “The gap in pay between an inexperienced and Pizzeria, with three locations in Arizona, believes pay should experienced worker would tend to be more narrow in states be based on the concept, restaurant sales, and experience. where the minimum wage is higher, compared to a state with When promoting someone to manager from an hourly-pay low minimum wages.” supervisor/lead position, a $40,000 to $45,000 salary is Newman adds that analyzing a manager’s hours per week typical. And Boston’s Pizza Restaurant & Sports Bar, with may lead an owner to move that person from hourly to salary. 400-plus locations in the United States and Canada, looks to “In some places, a full-time employee is 30 hours per week, and keep total management costs between 4% and 6% of the total those managers might need to exceed 30 hours,” Newman revenue of the restaurant. says. “If they’re on hourly, it’s a lot harder to compensate, Newman notes that the state’s minimum wage is a huge whereas if you move them to a salary, they could be properly driver when it comes to deciding how much to pay a manager compensated for their time and be able to work longer than (whether experienced or inexperienced). “You cannot have a 30 hours.” For example, Newman says, if your business is open manager making barely more than his/her employees, since 62 PMQ PIZZA MAGAZINE | THE WORLD’S AUTHORITY ON PIZZA


5 Takeaways: Pay and Play 1.

Putting your manager on salary has its benefits and drawbacks. It can breed resentment when managers have to work longer hours during super-busy periods, but it can also reduce manager turnover and incentivize employees to rise through the ranks.

2. Although the figure varies, an annual salary range of $40,000 to $60,000 seems to be standard for pizzeria managers.

4.

When structuring bonuses, establish reasonable metrics based on factors like overall sales, controlling food and labor costs, customer satisfaction, and low employee turnover.

A N N A’ S P I Z Z A & PA S TA

3. Annual bonuses might be inadequate incentives. A monthly or quarterly payout can help keep managers focused and motivated.

5. Reward your hard-working managers with paid time off, and make sure they use it. And when they do, don’t bombard them with emails, phone calls and other demands on their time.

until 1 a.m., you can’t cover all shifts with a manager working 40 hours weekly, so hours of operation play a major role in deciding if and when to move your manager from hourly to salary. Of course, there are benefits to making that move. Adam Garner, VP of operations for Boston’s, compares it to offering a professional athlete a multiyear contract; the employee sees 64 PMQ PIZZA MAGAZINE | THE WORLD’S AUTHORITY ON PIZZA

Brian Weavel, owner of Anna’s Pizza & Pasta, keeps his managers motivated with weekly incentives for running a tight ship.

salary as more stable, a career step forward. “If an employee is being groomed for multiunit management, the hourly model becomes more difficult to balance among the various units,” he adds, “so transitioning to salary may simply be easier to manage from an HR and payroll perspective.” BONUSES AND INCENTIVES

Bonus plans and incentives are useful to both properly reward high-performing managers and entice them to work even harder for the business. Weavel keeps managers motivated by offering an incentive, based on a sales-to-payroll calculation, on a weekly basis. “The manager has ownership in running a tighter ship, because they want that incentive, and every month we offer a profit/loss statement bonus based on a percentage of profit,” Weavel says. “Of course, no profit, no bonus!” And, to help prevent burnout, Weavel gives managers a healthy amount of time to recharge: three weeks of paid vacation each year. When setting up a bonus plan, Garcia recommends considering several factors. “We look at individual and team performance and how that compares to company goals and other locations,” he says. “We emphasize customer service, so we look at mystery shopper scores, plus financial components such as sales, costs of goods and labor.” To maintain motivation, PizzaRev uses a monthly bonus structure. In fact, most experts agree that annual bonuses are too infrequent to motivate managers—and they warn against unrealistic benchmarks. Boston’s employs quarterly bonuses for the management team. “Monthly structured bonuses can be too volatile and harder to achieve than a quarterly metric— and an unattainable goal can be one of the most demotivating things for a manager,” Garner says. “We like to create ‘buckets’


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FIRED PIE

Combat the Gender Gap

that represent percentages of the overall bonus payout potential, which eliminates the ‘cliff ’ situation, where the bonus is an all-or-nothing prospect. What should be in those buckets depends on the specific goals you have for the business: revenue, profit, cost of goods, labor, guest satisfaction, operational excellence evaluations, crew turnover, training compliance, and more. These are all reasonable metrics to consider. Keep it simple, measure it and celebrate the payout!”

In a 2017 survey of 2,089 restaurant management professionals, carried out by Gecko Hospitality, men were found to earn an average of $4,570 per year more than women. How can you ensure you’re not contributing to the gender pay gap? Adam Garner, VP of operations at the Boston’s Pizza Restaurant & Sports Bar chain, believes owners should place a primary value on the specific job or job title. “This simple practice provides a level starting point for all applicants to that position,” he explains. “By replacing a ‘good ol’ boys’ system with clearly structured tiers, a career path outline, and success metrics, men and women alike will be more empowered to expect and demand their proper value.”

Doyle also ensures that managers are given challenging yet attainable goals, then rewards on a quarterly basis. “We set four goals based on what the company wants to focus on—this year, it’s sales, cost of goods, cleanliness and managerial duties,” he says. “With sales and cost of goods, managers can know where they stand on a weekly basis, so there are no surprises.” The others, more subjective, are evaluated through regular visits to the restaurant and an inspection program.

“The manager has ownership in running a tighter ship, because they want that incentive, and every month we offer a profit/loss statement bonus based on a percentage of profit. Of course, no profit, no bonus!” — BRIAN WEAVEL, ANNA’S PIZZA & PASTA 66 PMQ PIZZA MAGAZINE | THE WORLD’S AUTHORITY ON PIZZA

Hungry Howie’s also offers quarterly or monthly bonuses if possible. “Generally, bonus plans are more than just awarding sales goals,” Newman notes. “We also factor in controlling costs such as food and labor, and overall performance. While there are tons of other factors, such as local B2B marketing, service goals and customer service feedback, we like to offer three bonus plans: sales, food and labor.” Therefore, managers can reap rewards for increasing sales compared to a metric, such as previous-year numbers; actual food usage can be compared to ideal usage; and labor goals require examining productivity. At Pomo Pizzeria, bonuses also depend upon several factors: labor, sales, prime cost, earnings, health inspections, and a small amount (10%) based upon intangibles like attitude. “Bonuses are paid out quarterly,” Fabbri says. “We set smart goals and an attainable bonus structure, but they need to work hard.” Managers also receive paid vacation so that they feel valued.


Tracy Morin is PMQ’s senior copy editor.

FIRED PIE

In terms of benefits, Hungry Howie’s franchisees individually develop their packages. However, when a new manager starts, they typically put in a certain amount of time to earn PTO. After one year, a manager can earn up to one week of paid vacation; two weeks after two years; and three weeks after five years—though some franchisees allow workers to accumulate PTO at a faster rate. After a certain amount of time, a Hungry Howie’s manager can also earn up to five personal days off. “The role of a manager can become very stressful and require long hours, so we really want to give them a chance to get away from all of that,” Newman says. “We don’t offer rollover PTO or payouts, because we want them to take advantage of time off.” And this approach provides growth opportunities for assistant managers or employees looking to move up, since the manager taking a vacation is required to train someone to run the store for the time he’s away. Finally, owners must respect that PTO. “Make sure managers are allowed to actually disconnect while they’re gone,” Garner says. “Nothing’s worse than feeling compelled or obligated to answer email, phone calls and other demands while you’re away!”

Managers of Fired Pie stores earn quarterly bonuses based on sales, cost of goods, cleanliness and managerial duties.

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DELIVERY Bacon, ays ery PEPPERON(with THIRD ROLL • SAUSAGE $ 99 FOR Tomato Lettuce RAVIOLI ............... 36) 5 , Tomato& Mayo) .................... ...............430 I ROLL - YOU CHICKEN .......................... ...............$7. ........................ Sauce or PASTA (with • CHEESE ALL ............... DAY $ 99 FOR , PEPPERS ............... + Tax ROLL R CHICKEN , .............................. Butter) KID’S Onion) .......... STEAK TAKE-OUT OR .......... CHOICE .......................... & ONION ROLL .............................. $6.25 Rt. 75 •BROCCOLI PEPPERONI FINGERS .......... EVERY DAY • VEGGIE + Tax 3rd of equalDELIVERY TAKE-OUT CHICKEN Meatballs or Sausag ROLL MEN .............................. .................... ................$7 (5) (with French (Nex ..........ROLL ONLY Offers subject Sub$7.2 ROLL .............. $7.25 ROLL • t ............... 36, Por 3rd Sub OR DELIVER PARMIG to change or lesser value. .......... •HAM & CHEESEU Saucee) .......... 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ROLL •HAM ay • 10:30 Wils............. 07758 FINGERS the Side: RAGES on Aven DELIVERY ...................... ................................. .............................. .................... DECAF COFFEE .............................. & CHEESE (5) (with AM - 11:00 $.50 ............. & DESS ...................... ..............................ALL............... ue ..... ROLL French .................... ............... $6.25 and $7.95 DAY ................$2.00 CANNOLI Fries) .......... ...................... ERTS PM DELIVERY HOT TEA............... Route 36) ............... Port Monm EVERY ....................$2.00 .................... ................................. ................................. .................. COFFEE ........... .............................. DAY TO: outh, $7.25 ............................................. Atlantic ...................... HOT BEV ...................... .......... .............................. CHEESECA Highlands, Middletown, Belford DECAF COFFEE ................................. ................$1.75 ..............$4.25 ERAGES .............................. ................................. .......$8.95 Monday TIRAMISU KE............................................. Keansburg, , Leonar ........... ...................... do, .................... HOT TEA Union Beach .............................. .......................$3.9 ......$7. - Sunday & DES ...................... .....................$2.00 ...................... ................... 75 & Hazlet SERTS .....................$ • 10:3...........................................$ 5 ...................... CANNOLI $7.95 ........... 0 AM 2.00 ...................... CHEESECAKE ................................. - 11:00 4.25 Port Mon DELIVER ..........$1.75 ...................... ...................... 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the

Italian way HostMilano event brings together thousands of foodservice professionals for three-day trade show. Professional catering in all of its many forms will take center stage at the HostMilano Equipment, Coffee and Food Show, to be held October 18 to 22 in Milan, Italy. Forty-eight percent of the event’s exhibitors will represent the bread, pizza and pasta sector, organizers said, with more than 1,500 buyers from 80 different countries expected to attend. The event will feature hundreds of events, contests and demonstrations, including the European Pizza Championship organized by Pizza e Pasta Italiana and the Italian School of Pizza Makers. This event, which takes place October 21 to 22, brings together pizza makers from all over Europe. Meetings and seminars will cover hot topics like social media, sustainability and the green economy. Italy’s foodservice industry has cemented its status on an international scale, according to the show’s organizers. Outside of Italy, people are no longer content solely with Italian food— they want to experience the Italian lifestyle as well, such as the use of specific ingredients, primarily flours, and certain types of equipment as well as the skills of Italian culinary professionals. Another increasingly prevalent trend is the arrival of mixedconcept establishments that jointly offer bakery, confectionery, coffeehouse and gourmet food products. The aim is to immediately connect with and meet the needs of everyday customers who are more informed about and attentive to what they eat—and accustomed to having everything in one place when they’re ready for it. Meanwhile, the dominance of “Made in Italy” production continues, including in the baking sector. Bread is still being purchased fresh on a daily basis from artisan bakeries by 90% of Italians. Why? The third-millennium consumer is more health-conscious and always on the lookout for something new, from organic bread to bread made with selected raw

materials, from reduced-sodium alternatives to those made with relatively unprocessed flours and 0-km options. Similarly, 99% of Italians enjoy eating pasta, and 69% eat it regularly, according to the CNA (Italian Confederation of Crafts and SMEs). This data points to the progressive assertion of new types of products, from organic and gluten-free alternatives to premium-quality pastas. Finally, pizza continues to assert its authority and has overtaken bread in terms of consumption in Italy. A genuine “Made in Italy” global food icon, pizza is having a significant impact on the oven industry, where the demand for advanced technologies is intensifying. To learn more about HostMilano 2019, visit host.fieramilano.it.

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Best of Show

Mid-America Restaurant Expo

PMQ checks out hot new products and leading vendors at MARExpo.

LINDA’S PICKS

—Linda Green, Co-Publisher

THE TIMEINATOR Staff training, quality and consistency can be improved instantly—while also reducing waste—thanks to The Timeinator. This digital kitchen timer app teaches total cook times, when to turn pies or pop bubbles. It can be quickly customized to work with any menu or kitchen/equipment layout. It’s great for tracking slice pie times, buffet items, operational tasks and more. Timeinator.app

PEERLESS OVENS In business for 100 years, Peerless Ovens manufactures high-quality, space-saving and affordable deck ovens, including pizza ovens, ovens for Mexican restaurants, bakeries and food trucks. Whether powered by gas, electric or ventless the flexibility of Peerless ovens makes them popular for all types of products and restaurants. 800-548-4514, peerlessovens.com 72 PMQ PIZZA MAGAZINE | THE WORLD’S AUTHORITY ON PIZZA


US Pizza Team Acrobatic Trial on ESPN3

June 25, 2019 New England Pizza Conference Renaissance Club Haverhill, MA

US Pizza Team Acrobatic Trial on ESPN3

September 9-11, 2019 International Baking Industry Expo Las Vegas Convention Center Las Vegas, NV

Strada Statale Sempione 28, 20017 Rho Milan, Italy November 13-15, 2019 European Pizza & Pasta Show Olympia Hall London, England


TOM’S PICKS

—Tom Boyles, Senior Acct. Executive

DETROITSTYLEPIZZA.COM Detroit-style pan pizza is one of the hottest trending menu items. If you need the tools, DetroitStylePizza.com is your go-to shop. They offer a proven Detroit-style dough mix (even a gluten-free version) created by world champion pizza maker Shawn Randazzo and the tools to make it. With everything from Detroit-style pans, lids and utensils, you can add mouthwatering new pizzas to your menu at the click of a button. 586-439-0575, DetroitStylePizza.com

MILFORD VALLEY When I left the Milford Valley booth they were out of samples…because I ate them all. Here’s a fantastic new appetizer with an amazing profit margin, offered as a stuffed chicken bite, stick or entrée-sized portion. Flavors include Stuffed Jalapeno Sticks and Minis, Chicken Chips (chip-shaped nuggets), Stuffed Cordon Bleu chicken minis, Buffalo with cream cheese filling, and even a Whole Grain Chicken & Waffle nugget—all made with white meat chicken. 800-348-2812, MilfordValley.com

WHAT CHEFS WANT Have a recipe idea but can’t get the ingredients you need? Chefs want what they want, and What Chefs Want gives it to you. Having a non-commissioned sales team means you get daily delivery, competitive pricing, broken cases on all lines, late cut-off times, 24/7 customer service, simplified ordering process, real-time pricing and more. They get your deliveries to you as quickly and easily as possible so you can run your business efficiently. No pesky sales folks bothering you for an order or upselling you. Just order what you need when you need it. 502-587-9012, WhatChefsWant.com

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SPONSORED CONTENT

Win-Win Fundraising Opportunities for Pizzerias How many times a year are you approached by a school, church, youth sports association, or other fundraising group wanting money for this or that? Community involvement is a necessary part of running a successful business, and for over 19 years now there has been a way to do it that’s both hassle-free and profitable! The solution is Peel-A-Deal, a unique fundraiser peel-off coupon card. The cards let pizzerias partner with local schools and non-profits while increasing pizza sales and customer loyalty. The idea is simple: The pizzeria purchases custom-designed cards from Peel-a-Deal (Vision Marketing, Inc.) and either sells or gives them to schools, churches, soccer teams, and other groups in their area, who then turn around and sell them for a fee. Peel-A-Deal cards are typically sold to schools and groups on a 2-3 week consignment basis. For example, if a school has 200 children participating and each child sells five cards for $10, the profit is $10,000. If the pizzeria charges $4 per card and gives the school the other $6, the profit for the school is $6,000, and the pizzeria gets $4,000. Schools love this program because they can quickly raise a lot of money with no risk, as they return all unsold cards to the pizzeria. Pizzerias love

76 PMQ PIZZA MAGAZINE | THE WORLD’S AUTHORITY ON PIZZA

it because they make money on every card sold and from the coupons redeemed, while establishing new loyal customers. The card is used by the customer as a savings card and pays for itself after a few uses. The savings coupons are on the back, and customers peel them off and turn them in with their purchase. The coupons have an adhesive back and can stick right on a cash register receipt, thus providing easy coupon redemption and tracking for the pizzeria. Many pizzerias have significantly increased their sales while supporting their local communities by offering Peel-A-Deal fundraising programs. They advertise the programs on box toppers, table toppers, at the register, and in local advertisements. One pizza franchise sold 11,000 cards in less than six months, earning a “prepaid” income of $55,000 (at a profit of $5 per card).  Vision Marketing, Inc. can supply you with all the tools to run a successful fundraising program. They will help you design a customized card for your pizzeria and consult with you on how to market it to nonprofit groups in your area. For more information, visit peeladeal.com or contact Vision Marketing, Inc. at 877-563-5654.


IDEA ZONE

This Symbiotic Relationship With Hotels Is Key The average hotel guest checks in between 4 and 7 p.m.; they’re tired, hungry and don’t know where to eat. Sure, a chain restaurant is always safe, but if they could discover a local pizzeria, available via speed dial on their hotel phone right at check-in, they may be inclined to choose your store over the competition. “The demographic we target with hotel room key advertising is highly susceptible to taking action. We don’t print on key sleeves, only keys themselves, the very thing these out-of-town guests will keep with them and look at several times each day during their trip,” says Kevin Coughlin, projects manager at Global Media Group (GMG). HOW DOES IT WORK? Global Media Group manages the relationship between your store and a hotel in your area that agrees to use hotel keys exclusively printed with your promotional material and distribute them to the tens of thousands of guests they see each year. After assessing the number of keys needed based on hotel capacity, GMG proposes a one-time fee to cover a 12-month period, which gives exclusive advertising to the pizzeria and unlimited keys to the hotel. Coughlin explains, “Calculating ROI is easy because there are no

additional fees. If a hotel runs out of keys before the end of 12 months, we print more and supply them directly to the hotel at no additional cost to the pizzeria, shipping included.” IDEAL FOR INDEPENDENTS The high level of customer service makes Global Media Group unique in its field and ideal for the independent. GMG guarantees that the keys they produce hold up to the hotel’s brand standards and use the proper type of MAG strip, which varies among hotels. GMG follows up with the hotel for you to ensure the program is running efficiently and reports back to you. In addition, GMG offers a number of services at no additional charge, including full custom graphic design of your hotel key, programming your store’s number into the hotel’s speed dial (when available) and negotiating your menu’s presence at each hotel. “Over 80% of our advertisers with Global Media Group renew every year with us because the program works! It speaks for itself,” says Coughlin. With 16 years and counting in the hotel key business, Global Media Group is confident you will see a return on your investment. Contact them at 800-380-0668 or visit globalmediagroup.us.

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IDEA ZONE

SPONSORED CONTENT

Can POS Systems Boost Sales? can dramatically increase profits over time. But how do you lure in those hungry pizza fans? Coupons, of course. Targeted coupons can create a powerful motivator for customers. Consider offering a coupon for a free 2-liter soda when someone buys two large pies during the week. This form of loyalty marketing is both cost-effective and proven to increase sales. Of course, you must tailor offers to what customers want. You can combine coupons with digital check-ins, create combo deals and pizzaby-the-slice offers, or add limited-time items such as dessert pizzas.

Picture this: after completing a grueling race, pushing past all obstacles and winning, you step to the podium to accept your medal —and the prize money that goes with it. But, instead of heading to the bank to deposit the check, you casually toss it into the trash on your way to the parking lot.  Most Companies Do Not Use the Data They Capture That may seem a little far-fetched, but if you are not leveraging the data from your pizza POS technology, you are throwing away profits. If it’s any comfort, you’re not alone, because as much as 73% of customer data goes unused. Companies spend a lot of time and money gathering info, and then they are either too overwhelmed to use it, don’t understand it, or simply don’t have an actionable plan that builds on their investment. Data can be pure gold—provided that it’s used to drive sales. After all, what good is knowing your customers’ preferences if you never use it to boost sales? 

Mining Point-of-Sale Pizza Data A robust pizza POS system like Thrive Point-of-Sale is key because it allows you to customize coupons for regular customers. If, for example, Adam orders hot wings, you can send him an email with a coupon for a free item if he orders again within 10 days. Offers should be relevant to his ordering preferences, like a free cheesy bread with wings or $2 off if he tries the garlic wings. Chances are, he will also like the related offerings, expanding his palate and your bottom line all at once. Bottom line: Using customer data for targeted coupons from Thrive can (pardon the pun) really deliver. Learn more at thrivepos.com.

The Power of Targeted Coupons If this sounds daunting, you should know that using data to increase profits doesn’t have to be hard. Even a slight uptick in midweek sales

THRIVE + LOYALTY PLANS STARTING AT JUST $249/mo LEARN MORE > BIT.LY/THRIVE-PMQ 1-800-750-3947

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THANK YOU EXHIBITORS

TO ALL

ATTENDEES

PRESENTERS

VOLUNTEERS

#MAREXPO 2019! YOU MADE THIS YEAR’S EXPO A BIG SUCCESS! @MidAmResExpo

@MidAmResExpo

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JOIN US FEBRUARY 23-24 AT THE GREATER COLUMBUS CONVENTION CENTER. We're planning the most dynamic Expo yet! PRESENTED BY THE OHIO RESTAURANT ASSOCIATION

QUESTIONS? expo@ohiroestaurant.org MIDAMERICARESTAURANTEXPO.COM


PIZZA WITHOUT BORDERS

R E L AT E D V I D E O Get an inside look at Mario Cipriano’s pizzeria, il Vecchio e il Mare, as well as the Italian Pizza Star Competition in Florence at PMQ . CO M/FLO R EN CE.

CHEW ON THIS: 3 WAYS ITALIANS MAKE THEIR DOUGH MORE DIGESTIBLE A trio of experts offer tips for creating a less filling pizza. By Missy Green Pizza in Italy is not what it used to be—that is, an inexpensive street food designed to feed the masses. These days, eating out is more about pleasure than necessity. It’s only natural that customers look for a product that makes them feel good rather than one that keeps them full longer. “Today people want a digestible product, a product they can eat without feeling heavy and bloated,” says Mario Cipriano, co-owner and chef pizzaiolo at Il Vecchio e Il Mare in Florence. He says he developed his recipe “based on the study of flour to make a digestible pizza.” Cipriano and many others in Italy vie fiercely to offer the pizza with the best crumb structure. At the Italian Pizza Star competition in Florence, traditional pizza cutters have been replaced with shears to guarantee that air pockets in the crust stay in pristine condition. Regardless of the pizza style, Italians value bubbles in their crust more than ever. Here are three ways you can add more puff to your crust:

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1

NEAPOLITAN STYLE: LOW PROTEIN

Low-protein flour is key to a Neapolitan pizza style, Cipriano says. “This is fundamental, because the lower the amount of protein, the more digestible the pizza becomes,” he notes. “Up until recently, the kind of flour being used had a high level of protein—a high W strength—because this made life for the pizzaiolo easier. [High-protein] dough is easier to manage—it lasts for three or four days, and it’s easy to stretch—but it stays longer in your stomach, too.”

2

Pinsa Romana (above) resembles Roman-style pizza (below) in structure and texture. One big difference is that pinsa is served in smaller oval portions, whereas Roman pizza is baked in a large bakery tray and sliced. Both are known for their airy crust with a distinct crunch and high digestibility.

ROMAN STYLE: STRONG FLOUR

Fortunately, strong flour can be made into a highly digestible product with a longer fermentation. Alex Manzo, owner of Manzo Food Sales and a partner in the Roman Pizza Academy in Miami, says the Roman-style version of pizza combines innovation with tradition. “Italy didn’t always have strong flour, which makes the process of long fermentation possible,” he says. “This is not technically ‘traditional,’ but it makes the product more aromatic and digestible.” Today, strong flour is a staple in Roman-style pizza making.

3

PINSA ROMANA: FORMULATED MIX

For those who aren’t schooled in pizza making but still want to offer a highly digestible product, different flour mixes can do the science for you. Pizzeria Bianca Zero Zero in Florence uses a mix to consistently produce pinsa. Like Romanstyle pizza, the bulk of the work is done in advance by par-baking the crust. Tony Scalioti, owner of Bianca Zero Zero, says he loves serving pinsa because “it is highly digestible and has half the calories when compared to a pizza classica.” Using a mix also means a shorter rise time.

Missy Green is a pizza spinning gold medalist and PMQ’s international correspondent. She currently resides in the Netherlands.

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PRODUCT SPOTLIGHT

SOFT TOUCH

From booths and banquettes to tables, chairs and barstools, Soft Touch Furniture offers all your pizza loving customers a comfy place to sit and eat. From their manufacturing facility in Girard, Ohio, Soft Touch, which has been in business for more than 45 years, serves the entire country. They can help you with your restaurant designs, booths, tables, chairs and more. If you can dream it, they can build it. 877-747-7638, softtouchfurniture.com

PORTION PADL

The Portion PadL is a simple-to-use, easy-to-clean pizza cutting board designed to cut equal pizzas into equal slices. It can be custom-made for your pizza size and slice applications. Any employee, regardless of experience level, will be able to cut your pizzas into equal slices. The Portion PadL reduces food cost and increases profits, and equal slices ensure accurate nutritional reporting. 330-608-5928, portionpadl.com

HECKERS & CERESOTA

For more than three generations, the Uhlmann Company has been producing Heckers and Ceresota Unbleached flours for the finest pizza restaurants in Chicago and New York City. Now the company has introduced Ceresota Napoli “00.” Milled in Italy from the finest European and Italian soft wheat, Napoli “00” flour is authentically Italian and designed to meet the needs of the most seasoned pizzaiolos. heckersceresota.com

FIRE WITHIN

Fire Within, a leader in mobile wood-fired oven trailers, offers 19 different models. Its community has grown to 750-plus oven owners in all 50 states and overseas, with more than 1 million pizzas cooked. Fire Within educates clients through its WoodFired University and Rolling in the Dough, a comprehensive business plan, helping entrepreneurs build and run a successful wood-fired catering enterprise. 888-240-9758, firewithin.com

PERFECTING PIZZA

PerfectingPizza.com has the tools you need to open, operate and grow your pizzeria! Their online resources include the Pizza Coach One-On-One Consulting Platform, educational webinars and seminars, step-by-step guides, how-to videos, marketing tools, member discounts and more, all built by a team of veteran pizzeria operators. Monthly subscriptions start at $24.99 per month with no commitment required. perfectingpizza.com

GRANBURY/THRIVE POS

With new monthly plans starting as low as $149, managing your pizza delivery business with Thrive tools has never been more affordable. Tired of getting nickel-and-dimed by third parties? Go all in with the Preferred Processor Ultimate Plan for a flat rate of $349, which includes unlimited licenses and third-party integrations—and the complete suite of Thrive tools. Request a demo at bit.ly/thrive-pmq  

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THE PIZZA EXCHANGE

The “Original Steel” Detroit Style Pizza Pan is Back!

NAFEM Booth #2635 • Pizza Expo Booth #1281

10” X 14”

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Plastic Lids Available for Steel Pans

CALL FOR PRICE QUOTE ON OTHER STYLE PANS

P.A. PRODUCTS, Inc. BAKEWARE SPECIALISTS

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11’ 6” Outdoor Flags (with stand) 84 PMQ PIZZA MAGAZINE | THE WORLD’S AUTHORITY ON PIZZA

72” Patio Umbrella

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PIZZA INDUSTRY BULLETIN BOARD

Now available, from the creator of the

THE BEST HAND for your business Increase Upselling Reduce Hang-Ups

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THE PIZZA EXCHANGE

BAKING STONES

PIZZA INDUSTRY RESOURCE GUIDE

CHEESE SHAKER LIDS

CHEESE

COMPUTER SYSTEMS: POINT OF SALE

Authentic Flavor for Modern Menus

thrivepos.com

CALL (800) 824-3373 OR VISIT SAPUTOUSAFOODSERVICE.COM Mozzarella I Provolone I Blue Cheese I Gorgonzola I Asiago I Romano

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877-968-6430 PDQpos.com

POS Integration with: Dinerware

Custom App $99 Monthly + 0% Commission imenutogo.com Online Mobile Ordering Solution (718) 554-0524 86 PMQ PIZZA MAGAZINE | THE WORLD’S AUTHORITY ON PIZZA


PIZZA INDUSTRY RESOURCE GUIDE

DOUGH

COMPUTER SYSTEMS: POINT OF SALE

Choosing a POS: right the first time speedlinesolutions.com/PizzaPOS DeIorio Foods

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To locate a distributor near you, call 734-946-7878. DOUGH DIVIDERS/ROUNDERS

DESSERTS

Be Inspired. Be Creative. Be Original.

Red, White, and Blue Pizza with Nutella®

Fried Pizza Dough with Nutella®

Breakfast Pizza with Nutella®

For more exciting recipes and tips about Nutella®, visit www.ferrerofoodservice.com or call (800) 408-1505 for more information.

DOUGH PRESSES, ROLLERS

Dessert is the last impression you’ll make on a customer.

Make it count.

Taste It Presents

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THE PIZZA EXCHANGE

D O U G H T R AYS/P RO O F I N G T R AYS

FOOD DISTRIBUTORS

• Dough Trays – extremely durable and airtight! Outlasts All Other Dough Trays • Dough Tray Covers – designed to fit! • Plastic Dough Knives – two ergonomic designs! • 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 25 years manufacturing in dough trays.

Call 800-501-2458 ........... www.doughmate.com ......... fax: 908-276-9483

The Original Dough Box

MANY IMITATE. NONE CAN DUPLICATE • Fiberglass strength & durability outlast plastic trays • Secure stacking, won't bend or sag • 3 standard sizes with snap-on lids • Optional lids and dollies available

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Premium Flours Make Gluten-Free Tasty & Easy! Tel: 310-366-7612 E-mail: sales@authenticfoods.com Web: www.authenticfoods.com

FLOUR

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Exceptional pizza starts with exceptional flour. Traditional Pizza Flours, Whole Grain Flours, Pizza Crust Mixes, Private Label Packaging, Proprietary Blending, Custom Development

Heat your Restaurant with SUNPAK® Outdoor Patio Heaters

For more information call 1-800-553-5687 or visit www.baystatemilling.com

Wall or ceiling mounted, nothing on the floor

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PIZZA INDUSTRY RESOURCE GUIDE

H AT S

M A C H I N E R Y/ E Q U I P M E N T

FOR MORE CHEFWARE, VISIT WWW.TASTEOFITALY.ORG (PGS 22 & 23)

1-800-426-0323

www.northernpizza.com

Ovens Mixers Prep Tables Walk-ins Parts Smallwares

1-800-760-8662 | 805-473-8494 HOTEL ROOM KEY ADVERTISING

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THE PIZZA EXCHANGE

MIXERS

MARKETING IDEAS

Pizza’s Great Storyteller

Heavy Duty MIXeRS

2-Year Warranty

Radio-style stories to bring customers in. Let pizza’s greatest storyteller make you a local pizza hero! • Fully-produced 1-minute pizza stories

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60 qt. Pizza Mixer handles 50 lb. bag of flour Direct gear drive transmission • Rigid cast iron construction

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ON HOLD MARKETING/PHONE SERVICES


PIZZA INDUSTRY RESOURCE GUIDE

ON HOLD MARKETING/PHONE SERVICES

ONLINE ORDERING

POS Integration with: Dinerware

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THE PIZZA EXCHANGE

PIZZA DELIVERY THERMAL BAGS

PIZZA MARKETING

PIZZA OVENS

Stone Deck, Pizza Dome, and Bakery

www.univexcorp.com Tel. 800-258-6358 Fax. 603-893-1249

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TRADITIONAL, FAST CASUAL, ARTISAN... WE’VE GOT PIZZA COVERED VENTLESS IMPINGEMENT CONVEYORS, BATCH, AND ARTISAN BATCH OVENS 1-800-90TURBO | www.turbochef.com 92 PMQ PIZZA MAGAZINE | THE WORLD’S AUTHORITY ON PIZZA


PIZZA INDUSTRY RESOURCE GUIDE

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Increase food quality score & decrease food cost

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1-855-278-3385 • info@hotrocksoven.com • www.hotrocksoven.com

WOOD STONE CORPORATION................Stone Hearth & Specialty Commercial Cooking Equipment..1801 W. Bakerview Rd...................... Bellingham, WA 98226 TOLL Free 800-988-8103. Fax: 360-650-1166............... woodstone-corp.com HOTROCKS_PUB_3.5x2_E03.indd 1 2019-04-12 PIZZA PANS

• Pizza Preparation and Delivery Products •

14:39

National Marketing, Inc.

www.nminc.com 800-994-4664

734-266-2222

Fax: 734-266-2121

Manufacturers’ Direct Pricing • Call or order online • We export

PIZZA PEELS

pmq.com/Recipe-Bank/

J U N E / J U LY 2 0 1 9 | P M Q . C O M

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THE PIZZA EXCHANGE

PIZZA DELIVERY THERMAL BAGS

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Since 1915, The Neil Jones Food Company has been producing premium quality tomato and custom blend sauces. A family owned and operated corporation, we only pack from the freshest and finest vine-ripened California tomatoes. So whether you prefer classic #10 cans or new shelf-stable pouches, you will always get the very best in fresh packed tomato products from Neil Jones Food.

SCALES Commercial weighing scales for restaurants, catering, delis, and other retail markets.

Pizza@YamatoCorp.com 262-236-0000 94 PMQ PIZZA MAGAZINE | THE WORLD’S AUTHORITY ON PIZZA


PIZZA INDUSTRY RESOURCE GUIDE

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pmq.com/Recipe-Bank/

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THE PIZZA EXCHANGE

TA B L EC LOT H S

Updating your dining room is easy with our easy-care vinyl table covers … always made to your specs. Fabrics are also available by the roll.

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Call 1-800-626-2350 FREE SWATCHES!

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brought to you by

june 25, 2019 new england pizza cONFERENCE reserve your space!

Renaissance country club, HAVERHILL, MA

8:00 – 9:00

Registration/Continental Breakfast

9:00 – 10:00

Round table interactive discussion with special speakers: • Tips on marketing/social media/hiring for the Independent Operator • Bruce Irving: Smart Pizza Marketing (2017/2018 1 of top 50 Influential Restaurant Experts • Kamron Karrington: Author of “The Black Book” of the Pizza Business • Frank Pinello: Owner of Best Pizza and creator of “The Pizza Show”

10:00 – 12:00

Expo floor opens

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Lunch

12:45

Golf registration/1:30 Shot Gun

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6:00

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PIZZA HALL OF FAME

Inky’s has charmed customers with its familyfriendly vibe and thin-crust pies since 1957.

Has your pizzeria been in business for 50 years or longer? If so, contact us at tracy@pmq.com.

INKY’S ITALIAN FOOD Over three generations, this family-owned thin-crust institution in Ohio has forged connections among staff and customers alike for 60-plus years. By Tracy Morin Frank Incorvaia Sr. and his wife, Gloria, started their now thirdgeneration pizza business on a very small scale: working out of a bar kitchen in suburban Rossford, Ohio. As business took off, they secured their own space in 1957, a single dining room in nearby Toledo, and brought in Frank’s brother, John, to help out with the new—and now booming—Inky’s Pizza. “They already had a following from the other location, with their own special recipes, and started with about a dozen tables,” recalls Lisa Incorvaia-Schnapp, manager of Inky’s and granddaughter of the founders. “In the early ’80s, a bar next to the pizzeria burned down, so afterward my grandfather purchased the building to expand our current location, which now seats 155 people.” Despite the significant bump in size, most aspects of Inky’s haven’t changed: Its famous pizza, with a thin crackerlike crust, remains a menu staple alongside homemade Italian specialties like meatballs and ravioli. Though the family taps Facebook to spread the word, and FedEx to ship pies across the country, the business shuns a POS system, delivery or traditional advertising. But the old-school outpost has thrived through generations, first passing to Frank Jr. (who still

98 PMQ PIZZA MAGAZINE | THE WORLD’S AUTHORITY ON PIZZA

works the dining room on weekends) and now a third: Lisa, her brother, Frank III, and cousin Adam. “We have lines out the door on weekend nights and do huge carryout business,” Lisa says. “It’s generational— people came in with their parents and grandparents, and now they come with their own kids. Those stories make you feel good.” Despite all of that history and experience, the Incorvaia family still works hard to maintain core values: quality product, community involvement, and a customer service ethic where family ties extend to not only the web of owners but customers and staff. “We’re out in the dining room asking questions about their families, because they’re part of our family as well,” Lisa explains. “One of our waitresses has been here 32 years—so even if we’re not blood related, we’re family. When we hear ‘Inky’s Pizza,’ we can hold our head high, knowing we’re part of that family. And in the pizzeria, we foster that same team spirit. When a customer walks in, it’s not one waitress’ customer; it’s an Inky’s customer. And the customer always comes first.”

Tracy Morin is PMQ’s senior copy editor.


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Profile for PMQ Pizza Magazine

PMQ Pizza Magazine June/July 2019