PMQ Pizza Magazine March 2016

MARCH 2016 | WWW.PMQ.COM

Millennials MEET THE

:

How to reach the largest and most diverse generation in history PAGE 36

PLUS:

The Beginner’s Guide to Online Ordering PAGE 46

The Keys to Social Media Success PAGE 76

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MARCH 2016 | WWW.PMQ.COM

Millennials MEET THE

:

How to reach the largest and most diverse generation in history PAGE 36

PLUS:

The Beginner’s Guide to Online Ordering PAGE 46

The Keys to Social Media Success PAGE 76

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Recently on PMQ’s Pizza Kitchen: Gino Rago’s Grandma Pie Our good friend Gino Rago, co-owner of Panino’s Pizzeria in Chicago, shows us how to make his recipe for Grandma Pie, winner of second place and the Competitor’s Choice award at the Groupon U.S. Pizza Team Culinary Trials in 2015. This pizza, made with Rago’s mother yeast, features roasted green pepper rings stuffed with Barese sausage, chunky tomato sauce and a blend of Pecorino Romano and Parmigiano cheeses.

Recently on PMQ.com WEBSITE EXCLUSIVES: 5 Ideas for Easy Dessert Pizzas More and more customers are clamoring for a dessert pizza option.

Tom “The Dough Doctor” Lehmann explains how to make several crowd-pleasers with a small number of basic ingredients, such as cinnamon and sugar, streusel, fruit filling, maple syrup and ricotta cheese.

Here’s a Tip: Don’t Ban Tipping One national chain and several leading independent restaurants in New York have implemented no-tipping policies. Joe’s Crab Shack led the charge, banning tipping and boosting server wages to $14 per hour. So how do customers feel about it? Turns out most of them don’t like it one bit. Get the details at PMQ.com.

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PMQ Pizza Magazine The Pizza Industry’s Business Monthly

25 Crazy Names for Your Pizzeria Need an unforgettable name for your next pizzeria? Have we got some bad ideas for you! We combed the Internet and stumbled upon a motherlode of “pizzabilities” that we hope you won’t consider—unless you seriously think a name like Doctor Spock’s Quiet Baby Brick Oven Trattoria or Pizza’hoy! has strong branding potential.

A Degree in Pizza Is Worth a Thousand Words PIZZAPERSPECTIVE.PMQ.COM

BY ANDY KNEF

In his latest pizza humor blog, PMQ’s Andy Knef compares the writer’s life to pizzeria operations—and decides he’s better suited for a pen than a pizza paddle. “I’m only good at a couple of things,” he explains, “and, tragically, one of them is locating the perfect injection point for em dashes—here, maybe—which, so far, has never made me a fortune or gotten me one date.”

PMQ PIZZA MAGAZIN Volume 2016 | E | March

| WWW.PMQ.C

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ON THE COVER

E MEET TH

PAGE 36

s Monthly m | PMQ.co

46

:

the largest and How to reach generation in history most diverse

’s Busines Industry

Inside the Millennial Mind

Millennials

The Pizza

36

OM

20, Issue

Contents

MARCH 2016

PLUS:

’s Guide to The Beginner PAGE 46 Online Ordering

Social Media The Keys to 76 Success PAGE

If you’re going to market pizza to the largest and most diverse generation in history, you need to know who they are and what matters most to them.

Here’s how to make friends with the cool kids—and earn customers for life. By Tracy Morin

FEATURES

46

The Beginner’s Guide to Online Ordering Nervous about adding online ordering? These expert operators and consultants will put your fears at ease—and help you get off to a banging start. By Liz Barrett

60

Melt With You Unique cheese blends will hike up your pizza’s wow factor, intensify flavor and provide the variety that today’s customers crave. By Tracy Morin

68

TOPPERS

60

The Coin Drop Borrowing an inspiring quote by St. Jerome, LaRosa’s Family Pizzeria founder Buddy LaRosa tries to change young people’s lives for the better with the flip of a coin.

By Jim Wahl

76

How to Improve Your Social Life Social media is one of the most cost-effective promotional channels. Here, nine experts divulge their best tips for marketing through the major platforms. Compiled by Michelle Bizon

76

LAROSA’S

68 8

PMQ Pizza Magazine The Pizza Industry’s Business Monthly

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DEPARTMENTS

16

In Lehmann’s Terms: How to Make a Tastier Calzone If you use your standard pizza dough formula for calzones, a little melted butter can make a big difference in the crust’s flavor.

18

New York’s Finest: Penne Tuna and Mozzarella Craving a home-cooked meal on the road, Chef Bruno makes a run to the supermarket and whips up this simple but savory pasta dish.

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16

Accounting for Your Money: The 8 Key Traits of Brand Value Ever wonder how potential buyers determine the value of a pizzeria?

Hint: It’s about more than just a simple dollar amount.

26

Recipe of the Month: ’Nduja & Marinated Artichoke Pizza Featuring ’Nduja, a pungent, spreadable Calabrian salami, this artisan recipe from Mutti Tomatoes could be a game-changer for your pizzeria.

28

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Marketing Marvels: Grotto Pizza This 21-store chain pulls out all of the stops—from Community Pizza Nights to NASCAR passes and football promos—to drive traffic.

34

The Think Tank: The Law of Magnetic Attraction In this new department, we delve into the largest online pizza forum for expert tips. First topic: the marketing power of refrigerator magnets.

90 GROTTO PIZZA

Everyone loves pasta, and, thanks to Marzetti Foodservice, it’s a guaranteed moneymaker, too.

92

28 Check out our digital and tablet editions for bonus video content.

Gino Rago, co-owner of Panino’s Pizzeria in Chicago, visits PMQ’s Pizza Kitchen and shows test chef Brian Hernandez how to make his award-winning Grandma Pie. Visit PMQ. com/digital to view the digital edition, or download our tablet app at iTunes, Google Play and Amazon.com.

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PMQ Pizza Magazine The Pizza Industry’s Business Monthly

Pasta: Beyond Spaghetti and Meatballs

How to Build a Pizza Empire—Without Building More Pizzerias The 24/7 Pizza Box serves the perfect slice of your pizza—in a vending machine.

114

Pizza Hall of Fame: John’s Pizzeria John’s Pizzeria in New York remains old-school and cash-only, despite its fame and iconic reputation.

IN EVERY ISSUE 6

Online at PMQ.com

12

From the Editor

14

From the Inbox

22

Moneymakers

74

Where We’ve Been, Where We’re Going

94

Product Spotlight

99

Advertiser Index

100

The Pizza Exchange

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visit BacioCheese.com or call 855-BACIO85

FROM THE EDITOR

Winner of 5 ASBPE Awards Winner of 4 GAMMA Awards ISSN 1937-5263

A PUBLICATION OF PMQ, INC. | 662-234-5481 VOLUME 20, ISSUE 2 MARCH 2016

How to Make Friends With Millennials

PUBLISHER

Steve Green, sg@pmq.com ext. 123

G

eorge Orwell once wrote, “Every generation imagines itself to be more intelligent than the one that went before it and wiser than the one that comes after it.” In the 1960s, they called it “the generation gap.” It was believed that hippies would turn the world into either a blissful Aquarian utopia or a cesspool of decadence and perversion. In fact, many of the kids who floated on clouds of marijuana smoke through anti-Vietnam protests in 1968 went on to vote for the decidedly “square” Ronald Reagan in 1980.

Turns out the hippies weren’t all that different from Mom and Dad, except they preferred weed to Harvey Wallbangers. Today’s millennial generation—the largest and possibly the most overanalyzed demographic in history—are just regular folks, too. True, they love their smartphones, but older Americans have grown dependent on such devices as well.

They care about social causes, but so do their parents and grandparents.

They prize authenticity and frown on phonies, but anyone who’s ever read Catcher in the Rye (published in 1951) knows that’s nothing new.

The difference is, millennials grew up in a culture that stresses individualism and personal choice: niche cable networks, social media, customized news feeds and Xbox. As media consumers, they’ve been bombarded by traditional advertising all their lives. They’re jaded and skeptical of “sell messages” aimed at the masses. They think for themselves and have to be convinced.

In this month’s cover story, “Inside the Millennial Mind” (page 36), Tracy Morin explains how independent pizzerias have a major advantage in appealing to millennials. Who’s more authentic than that guy rolling out dough balls in a flour-streaked T-shirt? Who cares about the community more than the local pizzeria that sponsors Little League teams and opens its kitchen to the homeless on Thanksgiving Day? Don’t think of millennials as just another target demographic. Think of them as individuals who will respect your individuality, as listeners who like a good story—your story (doesn’t every pizzeria have one?).

Don’t tell them what you think they want to hear. Tell them who you really are, and show them what you really care about. The megachains can never compete with that.

CO-PUBLISHER

Linda Green, linda.pmq@gmail com ext. 121 EDITOR-IN-CHIEF

Rick Hynum, rick@pmq.com ext. 130 ASSOCIATE EDITOR

Andy Knef, andy@pmq.com ext. 136

EDITOR AT LARGE

Liz Barrett, liz@pmq.com SENIOR COPY EDITOR

Tracy Morin, tracy@pmq.com

INTERNATIONAL CORRESPONDENT

Missy Green, missy@pmq.com

ART DIRECTOR

Eric Summers, eric@pmq.com ext. 134

CREATIVE DIRECTOR

Sarah Beth Wiley, sarahbeth@pmq.com ext. 135 SENIOR MEDIA PRODUCER

Daniel Lee Perea, dperea@pmq.com ext. 139 MEDIA PRODUCER

Chris Green, chris@pmq.com ext. 133 MEDIA PRODUCER

Erin Toffler, erin@pmq.com ext. 124

IT SPECIALIST

Aaron Harris, aaron@pmq.com ext. 137 CHIEF FINANCIAL OFFICER

Shawn Brown, shawn@pmq.com CIRCULATION MANAGER

Sherlyn Clark, sherlyn@pmq.com ext. 120 TEST CHEF/EVENT COORDINATOR

Brian Hernandez, brian@pmq.com ext. 129

DESIGN INTERN

Danny Bates

ADVERTISING SALES DIRECTOR

Linda Green, linda@pmq.com ext. 121 SENIOR ACCOUNT EXECUTIVE

Clifton Moody, clifton@pmq.com ext. 138 ACCOUNT EXECUTIVE

Tom Boyles, tom@pmq.com ext. 122

MARKETING DIRECTOR

Anna Zemek, anna@pmq.com ext. 140

SALES ASSISTANT

Brandy Pinion, brandy@pmq.com ext. 127

PMQ INTERNATIONAL PMQ CHINA

Yvonne Liu, yvonne@pmq.com PMQ AUSTRALIA-NZ

Tom Boyles, tom@pmqaustralia.com

PMQ RUSSIA

Vladimir Davydov, vladimir@pmq.com CONTRIBUTORS

PMQ PIZZA MAGAZINE | March 2016 | Volume 20, Issue 2

ON THE COVER:

MARCH 2016 | WWW.PMQ.COM

Millennials MEET THE

The Pizza Industry’s Business Monthly | PMQ.com

:

How to reach the largest and most diverse generation in history PAGE 36

PLUS:

12

The Beginner’s Guide to Online Ordering PAGE 46

The Keys to Social Media Success PAGE 76

Pizza loving millennials Alison Green and Eric Summers shoot a selfie during lunch at the Blind Pig in Oxford, Mississippi.

Photo by Danny Klimetz

PMQ Pizza Magazine The Pizza Industry’s Business Monthly

Rick Hynum Editor-in-chief PMQ Pizza Magazine

Michelle Bizon, Chef Santo Bruno, Tom Lehmann, Michael Rassmussen, Jim Wahl

PMQ PIZZA MAGAZINE

605 Edison St. • Oxford, MS 38655 662.234.5481 • 662.234.0665 Fax 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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FROM THE INBOX

STOCKING A GRAB-AND-GO Our pizza and sub shop offers carryout and delivery only. I just read the sidebar “Grab-and-Go Displays” that ran with PMQ’s recent article on buffets (“Way of the Buffet,” January/February 2016). It just so happens that I’ve got a new small deli case sitting in my garage. It’s perfect for this idea. I want to offer take-and-bake pizza, but the deli case is a cooler, not a freezer. I was thinking of offering premade subs, but I don’t want that to impact my regular sub sales. Still, that may work out for people wanting a superquick bite. What should I put in it?

A FRIEND OF COL. PYLE I have written to you before and continue to be impressed with the great job that you do at PMQ. The magazine makes the rounds at our store every month, and several people get to read and enjoy it. We have each had the opportunity to utilize some of the great information and incorporate it into our operations, making each one of us just a little better. Now I have a request for you: I have a good friend, Holly Gottschalk, who operates an Olive Garden restaurant in Fort Myers, Florida. She does her job so well and has such high standards that I consider her to be very special. Since Holly is the last person with whom I share my copy of PMQ every month, I wanted to ask if you could add her to your subscriber list. I think PMQ would benefit from getting to know this woman, as she seems to accomplish more with your articles than anyone else! Thank you in advance.

Col. Robert Pyle Carlow Pizza and More Fort Myers, FL Any friend of yours is a friend of ours, Col. Pyle. Sherlyn Clark, our circulation director, has set up a subscription for Holly per your request. Thank you for your kind words—it’s always a pleasure and an honor to hear from you!

Integraoligist Via the Think Tank I’m always in a hurry at lunchtime, so I’m a loyal graband-go customer. One of my favorite local restaurants, Newk’s, offers a grab-and-go display that boasts several types of sandwiches (turkey, ham, chicken salad and pimento cheese), along with salads and various side items, including fruit cups, pasta salad and cole slaw.

It’s so convenient that I can honestly say I spend more money there than I would if I had to dine in and order from the menu. —Rick Hynum, editor-in-chief

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PMQ Pizza Magazine The Pizza Industry’s Business Monthly

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A Family Tradition

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IN LEHMANN’S TERMS

How to Make a Tastier Calzone Tom “The Dough Doctor” Lehmann proposes a simple but effective tweak to your calzone recipe and considers the advantages of defatted soy flour.

By Tom Lehmann Tom Lehmann recently retired as the longtime director of bakery assistance for the American Institute of Baking (AIB). He is now an industry consultant dedicated to helping pizzeria operators make more money. Need more dough advice? Visit the Dough Information Center at PMQ.com/ dough.

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Q

We’d like to add calzones to our menu. Can we use our regular pizza dough, or do we need to make special dough just for the calzones?

A

Some industry experts recommend a different dough for calzones—typically a richer one made with eggs and a higher fat level—but that isn’t practical for pizzerias.

Hence, most operators end up using their regular pizza dough. I make my calzones with regular pizza dough but, after forming the dough, I brush the entire top surface with melted butter. This could be a flavored butter, such as a garlic butter or butter with herbs, or even butter with a little olive oil added to it. For even better flavor, apply the flavored butter again to the calzone immediately after baking, along with a sprinkling of Parmesan or a blend of Parmesan and Romano cheeses.

This will impart a richer baked appearance and enhanced flavor, making your calzones stand out from your regular pizzas.

PMQ Pizza Magazine The Pizza Industry’s Business Monthly

Q A

Are there any health advantages to adding defatted soy flour to bread or pizza dough?

Adding defatted soy flour will effectively boost the protein content of the finished product. In bread applications, there is some merit to increasing the protein content, since we don’t know how the bread will ultimately be used (as a sandwich, toasted or consumed just as bread). Pizza, on the other hand, already contains cheese, which is a good source of protein, so it is questionable whether you need to supplement the protein content in pizza.

However, if you offer some pizzas with reduced amounts of cheese, you might consider adding defatted soy flour to the dough to make up for the loss of protein. We see this a lot in developing countries where cheese might be in short supply or too expensive to use as a protein source; in these cases, they may supplement their recipes with protein-rich (about 51%) defatted soy flour.

NEW YORK’S FINEST

Chef Bruno visits with his friend Bridgett Blow of Blodgett Oven Company.

Penne Tuna and Mozzarella Craving a home-cooked meal on the road, Chef Bruno creates a memorable pasta dish in his hotel room.

A

s most of you know, I am frequently on the road. Although I eat out a lot, I also don’t miss a chance to prepare my own dishes when the opportunity presents itself. That’s how this dish came to be. I checked into a hotel one evening and found that my suite had its own kitchen.

Then and there, I decided I wanted a homecooked meal—or the closest thing to it. I love to improvise and try new dishes, so I headed straight to the supermarket and gathered these ingredients. That’s the story behind Penne Tuna and Mozzarella, and, fortunately, it has a happy ending—the meal tasted great! I liked it so much that I wrote the recipe down and saved it. Now I’m sharing it with my PMQ readers, and I hope you enjoy it as much as I did!

Chef Bruno is PMQ’s culinary advisor, with more than 50 years of international pizza experience. He is the corporate chef for Marsal & Sons and the culinary coach of the U.S. Pizza Team.

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PMQ Pizza Magazine The Pizza Industry’s Business Monthly

INGREDIENTS: 1 lb. penne pasta 1 tbsp. capers in brine or salt 2 garlic cloves 3 tbsp. fresh parsley, chopped 1 7-oz. can of tuna, drained 5 tbsp. olive oil Salt and pepper to taste ⅔ c. mozzarella cheese, diced

DIRECTIONS: Mention receive FREE Bring a large pot of saltedthis wateradtoand a boil, cook the pasta to al installation! dente and drain.onsite Meanwhile, rinse the capers well in water. Then, chop both the capers and garlic and combine with the parsley.

Next, stir in the tuna and oil. Season with salt and pepper. Add the cheese and toss all ingredients together, including the pasta. Place in a large frying pan. Cook over moderate heat, stirring constantly until the cheese just begins to melt. Serve immediately.

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PIZZA EXPO

ACCOUNTING FOR YOUR MONEY

The 8 Key Traits of Brand Value Want to make your restaurant more attractive to outside buyers?

Create systems for everything from food costs to regulatory compliance. By Mike Rasmussen

Q A

What makes my restaurant valuable?

I have interviewed thousands of restaurant operators and employees, from waitstaff, dishwashers, chefs and owners to accountants, consultants, investors and bankers, about the qualities that third parties value most in a restaurant. One thing is certain: It’s not just about a dollar amount. Brand value and image are just as important.

I’ve distilled my research and narrowed brand value down to eight key traits: 1) bottom-line strength; 2) topline sales; 3) personnel management; 4) cost controls; 5) regulatory compliance; 6) differentiation; 7) customer relations; and 8) supplier relationships.

You must address all of these points at different times; focusing too much on one area could lead to deficiencies in other areas. If you hire more people than you need to improve customer service, labor costs will cut into your bottom line. Inconsistent portioning of ingredients can amplify your food costs and hurt your bottom line. You’ll need to implement cost control systems and train staff to follow recipes and deliver consistent product. Leaving anything in the kitchen to chance—or to staff members’ individual tastes—is a recipe for chaos. That can diminish the customer experience and hurt top-line sales.

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PMQ Pizza Magazine The Pizza Industry’s Business Monthly

To increase your store’s value, you’ll need to create systems and processes for each of the above-listed areas. Start by making a list of the eight brand values listed above and decide how to measure results for each value through your daily operations. For regulatory compliance, for example, gather all of the inspection scorecards used to monitor your restaurant’s performance. Be proactive, measuring your own performance and looking for any problems that could get you in trouble.

Once these lists are made and a monitoring process is established, you’re well on your way to starting an operations manual, if you don’t already have one. Meanwhile, get buy-in and feedback from all waitstaff through incentives and create a culture of monitoring habits. Tie results to rewards, such as gift cards or other fringe benefits for the staff.

Monitoring systems drives branding, which increases restaurant value. It feels great to be able to brag about your bottom-line strength and then negotiate supplier relationships or attract top employees due to an awesome brand value!

Michael J. Rasmussen is the owner of Rasmussen Tax Group (rasmussentaxgroup.com) in Conway, Arkansas. He is also the co-owner of Eyenalyze (eyenalyze.com), a company that provides real-time profit analysis for restaurant owners.

MONEYMAKERS

Turning Red Into Green

Red really is a power color—just ask Dough Bro’s Wood Fired Pizza in Galway, Ireland. To celebrate Kiss a Ginger Day, Dough Bro’s created a Facebook post aimed at “our fellow freckle-faced sun dodgers.” Followers who “tagged a ginger friend” in the comments section received a buyone-get-one-free voucher and a free soft drink. To the owners’ surprise, the promo drew nearly 250 likes and tags within just a few hours. Although he wasn’t expecting to give away so many pizzas, co-owner Eugene Greaney later said he was delighted to keep his promise.

Redheads had more fun when Dough Bro’s Wood Fired Pizza threw a Kiss a Ginger Day promotion in Galway, Ireland.

Hail to the Obama Burger

When it comes to VIPs, they don’t get much bigger than the leader of the free world. So Jolly Pumpkin Pizzeria and Brewery in Detroit racked up cool points galore when Mayor Mike Duggan brought President Obama in for a quick lunch. According to Jolly Pumpkin staffers, the president, who was in town for an international automobile show, mulled over the pizza shop’s signature Jolly Pumpkin burger, featuring Cambozola cheese, mushrooms, bacon and tomatoes. But, leery of a cheese variety he’d never heard of, Obama went with a customized burger instead, opting for cheddar cheese, lettuce, tomato and a side of Dijon mustard. That option now has its own distinguished name: the Obama Burger.

In this official White House photo, President Obama strolls on the sidewalks of Detroit after his visit to Jolly Pumpkin Pizzeria and Brewery.

Quick Tip 1: Put a Pin in It Think of your Pinterest page as an extension of your menu. Create individual pin boards for each menu category, from pizzas and pastas to appetizers, desserts and drinks. Make it easy for potential customers to browse through your offerings, and make sure every photo depicts the freshness and quality of your food.

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PMQ Pizza Magazine The Pizza Industry’s Business Monthly

Pizza-Making Grandmother Rocks U.S. Caputo Cup

Norma Knepp, owner of Norma’s Pizza at Root’s Country Market & Auction in Manheim, Pennsylvania, entered this year’s U.S. Caputo Cup Pizza Competition just for the heck of it. The 69-year-old grandmother ended up winning the New York-style category, beating out dozens of chefs from around the country. The competition is the American version of Naples’ premiere pizza making contest.

Jesus Solis of Brooklyn’s Forcella won first place in the Neapolitan category. In the same category, Gimmy Piperku of Forno Rosso in Chicago took second place, followed by Henry Paciullo, also from Forno Rosso, in third place. In the New York-style category, Ali Haider of 786 Degrees, located in Sun Valley, California, won second place, and Giancarlo Schiano of Taste of Italy, a Woodstock, Georgia, pizzeria, took third place.

Norma Knepp (above) won first place in the U.S. Caputo Cup’s New York-style category, while Jesus Solis won the Neapolitan style.

Quick Tip 2: Share Your Positive Press Don’t assume that your customers have already seen it!

All positive media coverage about your pizzeria needs to be shared with the world via social media. Link to Web versions of the articles or TV segments on Facebook and shout them out on Twitter. More and more people today rely on the Internet—not local papers and TV— for their news.

Rounding It Up for Make-A-Wish

California Pizza Kitchen has a new partnership with Make-AWish and the Round It Up America program. The campaign invites customers to round up their bills to the nearest dollar or donate a specific amount of money to help support MakeA-Wish when paying with their credit cards. Round It Up America was founded by restaurant industry leaders, and the organization works closely with restaurants—small chains and independents alike—around the country to help raise funds for worthy causes.

Guy Fieri is one of many restaurant industry celebrities who support Make-AWish, which recently forged a partnership with California Pizza Kitchen.

March 2016 pmq.com

23

MONEYMAKERS

A Week in Hawaii for United Way

Sam & Louie’s Pizzeria, located in Scottsbluff, Nebraska, made winter go away for a week with a series of “Luau for United Way” events in late January. The shop donated 15% of its sales from catering orders throughout the week as well as 15% of all sales on Thursday, January 28. A Kids Night promotion featured a 16” luau pizza, Hawaiian cupcakes and tropical-themed craft beers.

All told, the pizzeria raised $1,200 for United Way of Western Nebraska.

Sam & Louie’s beat the winter blues with a beach-themed fundraiser for the United Way, offering beers like the Longboard Island Lager and Big Wave Golden Ale and Nutty Hawaiian cupcakes.

Setting the Gold Standard

Pizza Hut marked the golden anniversary of the Super Bowl with pizza to match, giving away 50 pies topped with $100 worth of 24-karat gold. Fans who ordered the Stuffed Garlic Knots Pizza—made with a 16-cheese stuffed crust—on the day of the big game won a chance to receive the limited-edition Golden Garlic Knots Pizza, delivered in a specially designed golden box with a $100 Pizza Hut Gold Card.

Customers who ordered Pizza Hut’s Stuffed Garlic Knots Pizza won a golden ticket—a chance to win a free pie topped with 24-karat gold.

Quick Tip 3: Appoint a Staff Photographer Hosting a fundraiser or other event at your pizzeria? Don’t just advertise it in advance. Appoint a staff or family member with good photographic skills to commemorate the promotion and post pictures on social media while it’s taking place or immediately thereafter. This follow-up strategy helps engage fans and won’t cost you a penny if you already own a smartphone with a decent camera.

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DEIORIO’S

RECIPE MONTH of the

’Nduja & Marinated Artichoke Pizza

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INGREDIENTS: 9-oz. dough ball 2 oz. pizza sauce 1½ oz. fontina cheese, shredded ½ oz. roasted garlic, roughly chopped 1½ oz. marinated artichokes, chopped 1 oz. ’nduja ¼ oz. fresh oregano Grated Parmigiano-Reggiano to taste Extra-virgin olive oil to taste DIRECTIONS: Stretch the dough ball to 12”. Spread the pizza sauce evenly over the dough. Add the fontina cheese, roasted garlic, marinated artichokes and ’nduja. Top the pizza with Parmigiano-Reggiano and lightly drizzle with extra-virgin olive oil.

Bake the pizza at 800° in a wood-burning oven for 90 seconds. When the pizza has finished baking, garnish with fresh oregano.

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PMQ Pizza Magazine The Pizza Industry’s Business Monthly

C

M

Y

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Spread the Salami Looking for a meat topping that’s spicy and spreadable? A little dab of ’nduja will do ya.

Pronounced like it’s spelled (sort of), ’nduja is a pungent salami that originated in Calabria.

Recipes vary, but most versions of ’nduja are made with a carefully balanced mix of Calabrian peppers for a blast of sweet heat. Chefs in Calabria melt it on pizza, smear it on bread or toast (paired with ricotta or burrata cheese) or brush it on grilled meats or fish.

Pizzaioli will love this amazing wood-fired recipe from chef Justin Routh of Dough Pizzeria Napoletana in San Antonio, Texas. Try it at your pizzeria, and let us know what you think!

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Dominick Pulieri co-founded Grotto Pizza in 1960 when he was just 17 years old.

Today, the company boasts nearly 20 locations.

M A R K E T I N G

M A R V E L S :

Grotto Pizza

NASCAR promos, football contests and a high-powered loyalty program drive traffic to Grotto Pizza. By Liz Barrett. Photos provided by Grotto Pizza

G

rotto Pizza may have opened in 1960, but it’s not resting on its laurels when it comes to marketing.

Weekly specials, big-time giveaways, a high-tech loyalty program and two mobile kitchens keep Grotto’s director of marketing Vinnie DiNatale busy.

With 21 locations in Pennsylvania, Delaware and Maryland, DiNatale has been handling the marketing for 18 stores located in Delaware and Maryland since January 2012. “I started as a server at Grotto when I was in college getting my marketing degree,” says DiNatale. “I was the marketing manager at Grotto for three years and then left to explore different restaurant groups in Philadelphia and New Jersey in between my time as marketing manager and director of marketing at Grotto.”

PMQ sat down with DiNatale to find out what it takes to juggle marketing for multiple stores while still staying personally connected to customers.

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PMQ: WHAT IS THE MOST SUCCESSFUL PROMOTION YOU'RE CURRENTLY RUNNING? DiNatale: I think it’s our loyalty program, the Swirl Rewards Club. It’s something that’s ongoing. Using the loyalty program, it’s much easier to measure the results and see not only how well the program is doing overall, but also different aspects of the program. For example, for our birthday rewards program, we offer a free junior pizza on your birthday that’s good for 14 days. So it goes out on the Monday of your birthday week. I can go in through Paytronix, and I can see those people who received it two weeks before and two weeks after and see the lift in business—more visits and more spend. You can see their buying behavior before the email and after the email. It’s a really nice tool to be able to ask, “What are we doing, and is it working?”

“Don’t try to do everything at once. If you’re going to do a direct mail campaign about specials during the week, focus on that. If you do too many things at once, you’re going to fail across the board.”

— V I N N I E D i N ATA L E , G ROT TO P I Z Z A

PMQ: HOW DOES YOUR CURRENT LOYALTY PROGRAM COMPARE TO WHAT YOU WERE USING BEFORE? HOW HAS IT AFFECTED BUSINESS? DiNatale: We previously had an e-club, which was just a one-time transaction. We’ve now gone from the early days of email marketing to the most current technology for marketing and engaging with our guests. Looking at just the month of October during the past three years, when we were pushing the Swirl Rewards program for National Pizza Month, we had more than a 20% increase in same-store sales.

PMQ: WHAT IS COMMUNITY PIZZA NIGHT? DiNatale: We’ve been offering Community Pizza Nights for nine years. You have to be a 501(c)(3), a not-for-profit organization, to participate, and there’s an entry form/ contribution request form on the website. Each organization can select three different dates and a location, and we look to see what’s available. We hold Community Pizza Nights Monday through Thursday, and the organizations receive vouchers where 20% of the sales from each check turned in with a voucher goes back to the organization.

The best results are when schools do it.

Switching from an e-club to a technology-driven rewards program helped Grotto increase same-store sales by 20%.

PMQ: HOW MANY CUSTOMERS ATTEND GROTTO'S TRIVIA NIGHTS, AND HOW LONG HAVE YOU BEEN HOSTING THEM? DiNatale: We’ve been hosting general trivia nights for about 15 years at different locations. We have third-party companies that we work with, so a host comes in and sets up, etc. Our most successful one is our Grand Slam in

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Events centered around sports, fun, and the local community continue to attract Grotto fans.

Lewes, Delaware. In the summertime, 60 to 70 people come in for the trivia night. A lot of the same teams come in, and there’s some fun competition that goes on.

They really get into it. The prizes are Grotto Pizza gift cards—$50 for first place and $15 for second place.

PMQ: TELL US MORE ABOUT YOUR NATIONAL PIZZA MONTH CONTEST IN OCTOBER. DiNatale: Every time a customer used their Swirl Rewards Club card, they automatically won a reward—either $3 off a large pizza, a free slice, buy-one-get-one-free calzone, etc. They also were entered to win $1,000 or an iPad.

North America’s Leading Pizza Box Maker…

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Additionally, we ran a contest internally with our servers to see who could register the most customers into the loyalty program during the month, with prizes of $300, $200 and $100. The winning server had 43 registrations in October.

PMQ: HOW DO BIRTHDAY PARTIES WORK AT GROTTO PIZZA? DiNatale: For kids parties, we do goodie bags for all the kids and can also let them make their own pizza—either just the birthday boy or girl or the full group. We also do that for Boy Scout troops and elementary schools. They get to come into the restaurant before it’s open and learn how to make pizza. It’s fun for the kids to do.

PMQ: IS IT TRUE THAT YOU GIVE AWAY NASCAR ALL-ACCESS PASSES? DiNatale: We have a really good relationship with our beer distributor, Standard Distributing in Delaware.

Through Coors Light, we can give away all-access passes

It's not unusual to find 60 to 70 people at Grotto's Grand Slam Trivia Night in Lewes, Delaware.

to the Dover Race, which includes the drivers’ meetings, going on the infield and walking around pit row. You get to be there when they present the pole. We’ve done that giveaway twice a year since 2012, and guests just go online to enter to win. We’re also a sponsor of the race and sell our pizza there as well.

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March 2016 pmq.com

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Every football season, Grotto runs a contest to win gift cards or a grand-prize trip to Vegas.

PMQ: HOW LONG HAVE YOU HAD YOUR MOBILE KITCHEN? HOW DOES IT HELP YOU MARKET GROTTO? DiNatale: We have two mobile kitchens, and we go to events such as the Delaware State Fair and the Firefly Music Festival, which is becoming the premiere East Coast music festival. We rent out the units for private events and weddings, and we’re just getting into the food truck realm and hope to start attending the local Food Truck Friday events. Twice a year at the Dover Air Force Base, they do a NASCAR Social on the Friday before the big race; for the last 15 years, we’ve been taking the mobile unit there and giving away pizza to the military and their families.

There’s also an event called Slam Dunk to the Beach in Lewes, Delaware, that we sponsor in December. It’s one of the premier high school basketball tournaments. We take our mobile unit there, sell slices for a dollar, and everything we sell we donate back to the school.

PMQ: HOW MANY GUESTS FILL OUT YOUR ONLINE/SECRET SHOPPER SURVEY? DiNatale: We’ve offered this survey online for six years and usually have two or three people per day fill it out.

It’s great for us to get that feedback. It’s mostly positive, but if someone has a negative experience, we can find out that way, and we can address that with our guests and then use it as a teaching tool for our employees. With every check we drop off in the restaurant, we bring a flier that says, “Fill out a survey for a chance to win a $100 Grotto Pizza gift card.” This encourages people to go to the website and fill out the survey. We want that feedback and want to address any issues right away. When they walk out the door, we want them to remember that they had a good experience.

PMQ: WHAT'S FOR SALE IN THE GROTTO GIFT SHOP? DiNatale: You can purchase gift cards there, which is great because some of our locations are very seasonal, so people can send cards to guests who visit at certain times of the year. We also sell guzzler jugs, towels, hats, T-shirts and more.

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PMQ: WHAT TYPES OF PROMOS DO YOU RUN FOR THE HOLIDAYS? DiNatale: We run a Cyber Monday promotion—if you buy a T-shirt online, you get a free large cheese pizza card.

We did that promotion for the first time last year, and it was by far the busiest day we’ve ever had in the online gift shop. We’ll run the same promo this year. We also have a gift card promo: Buy $50 in gift cards, and you get a $10 bonus card that’s good January 1 through March 31.

PMQ: TELL US ABOUT THE FREE TRIP TO LAS VEGAS YOU'VE OFFERED. DiNatale: We do a Vegas giveaway for the Super Bowl.

It’s something we do all football season long, and you can enter online. We select finalists who come to our Dover location and put out pizza boxes with either “Winner” or Grotto Pizza gift cards inside so everyone gets something.

Then they all open them at the same time. Besides the trip to Vegas, we run other food and beer specials during football season and Pigskin Pick ’Em, which is free to play.

You just pick which team you think will win and turn it in by Thursday before the game starts. At each of our 10 sports bar locations, the winner at the end of the regular season gets a $500 cash prize.

PMQ: WHAT'S YOUR ADVICE TO PIZZERIA OPERATORS WHO MAY BE STRUGGLING WITH MARKETING AND PROMOTIONS? DiNatale: Prioritize your goals. Put your plan together and focus on two or three goals at a time. Don’t try to do everything at once. If you’re going to do a direct mail campaign about specials during the week, focus on that.

If you do too many things at once, you’re going to fail across the board. Do a few things and do them right, and you can build off of that.

Liz Barrett is PMQ’s editor at large and author of Pizza: A Slice of American History.

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THE THINK TANK

The Law of Magnetic Attraction Members of PMQ’s Think Tank explain why they stick with refrigerator magnets as a must-have—and cost-effective— marketing tool.

P

adrone’s Pizza East: Does anyone have experience with refrigerator magnets? What was your success rate?

Patriot’sPizza, Lake Mary, Florida: Every order gets a magnet, period. I’ve got customers with 20-plus magnets.

Paul 7979, Gainesville, Florida: I, too, give a magnet with every order. I go through nearly 5,000 a month, and they cost less than 10 cents each. I order them in lots of 20,000 and try to change up the design with each order.

Daddio, Grande Prairie, Alberta, Canada: Every order gets a magnet (tucked in the front of the box by the tab). I have had people call me when moving into an apartment because the previous tenant had left a magnet on the fridge. I have a customer that has his man cave covered with my magnets. [For] each order, he specifies which of the three colors of magnets he wants to fit his design.

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Tony Maronni, Sussex, Wisconsin: I use pizza slice magnets. There are eight magnets per wheel, and every pizza [gets delivered with] a pizza slice magnet. Collect eight magnets, and you get free pizza. The eight-slice wheel costs around 68 cents, so [it comes to] around 8 cents a slice. The best thing about this reward program is that you get your magnets back to reuse again. It works really well because guests see [your magnet] every time they go to the fridge, [and] they see how close they are getting to a free pizza. It’s a little motivation to buy more pizza sooner. People get really mad if we forget to give them a magnet with their pizza, so if you do this, make sure you’re in it for the long haul.

Get answers to your most perplexing problems and swap moneymaking tips and ideas with the experts in PMQ’s Think Tank, the pizza industry’s oldest and most popular online forum. Join the Think Tank today and start learning from the real pizza experts—owners and operators just like you! Register for free at thinktank.pmq.com.

Booth 2035

Millennials are the largest and most diverse demographic in history. Here’s a primer on what makes them tick—and how you can win earn their loyalty.

(Hint: Just be yourself.)

By Tracy Morin

C

all them entitled, tech-dependent or self-absorbed, but one thing’s for certain: Millennials now wield serious purchasing power. According to Barron’s, this group of more than 86 million young souls (those born roughly between 1982 and 2004) eclipses the baby boomer generation by almost 10%. As Kane Russell, head of marketing for Thanx in San Francisco, puts it, “Millennials are the country’s largest-ever demographic, with more spending power ($200 billion) than any other demographic in U.S. history. Pizzerias cannot survive without them.”

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LENNIAL MIND

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Millennials like Alison Green, shown here at the Blind Pig in Oxford, Mississippi, don’t like to think of themselves as mere consumers. They value authenticity and individuality and want to be treated as co-creators of their favorite brands.

WHO ARE THEY, ANYWAY? If you’re going to market pizza to millennials, you need to know who they are, how they’re evolving and what matters most to them. Millennials aren’t some cultlike monolith with a single world view, but, according to Linda Duke, CEO of Duke Marketing in San Rafael, California, they do share some key features. For starters, they’re becoming bigger earners and forming families (46% of U.S. households headed by a millennial adult ages 20 to 34 have kids). They’re more technology-focused than previous generations.

They like to buy locally, even if it’s more expensive than mass-market alternatives. And they place an emphasis on fresh and organic foods, variety and customizable, personalized meal experiences.

Beyond these generalizations, they’re a somewhat motley bunch—the most diverse generation of adults in U.S. history, according to Jason Dorsey, millennial and iGen expert with the Center for Generational Kinetics in Austin, Texas. “It’s a priority to [let them know] that you understand they value and appreciate diversity and that diversity helps to make the world interesting, fun and full of adventure,” Dorsey says. “This could be as simple as presenting more diverse customers [in your advertising] or offering products that proudly include different cultural preferences. With millennials, a one-size-fits-all marketing approach fits none.”

Jeff Fromm, president of FutureCast in Kansas City, Missouri, and coauthor of Marketing to Millennials & Millennials With Kids, agrees that millennials are not a homogeneous mass. “Our latest research found that 64% of the affluent millennial population is female,” he notes. “Addressing this generation as if they are all the same and not taking into consideration their different life stages and life objectives is a huge miss.”

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“Brands need to address millennials as partners rather than consumers. Brands create a more authentic message when it’s created by the people they’re targeting rather than for them.”

— J E F F F RO M M , F U T U R E C A S T

MILLENNIALS AS CO-CREATORS Still, marketers can zero in on the traits that millennials have in common. We know they don’t like to think of themselves as mere consumers—they’re part of your brand. “Education and participation are key with millennials,” Duke explains. “They want to know where their food comes from and how it’s made, which encourages engagement and solidifies brand advocacy.”

Fromm agrees, adding, “Millennials believe wholeheartedly in co-creation. These young adults have grown up with greater access to brands than ever before and feel a sense of ownership that previous generations did not.

Thus, brands need to address millennials as partners rather than consumers. Brands create a more authentic message when it’s created by the people they’re targeting rather than for them.”

Start by telling your brand’s story and focus on key messages, such as high-quality ingredients and local sourcing, Duke says. Try to make an emotional connection through your displays, kiosks and packaging. Host events such as contests, drawings, bounce-back offers with a purchase, or cooking demos.

Keep in mind that, because millennials are the most advertised-to generation in U.S. history, they often see right through traditional advertising campaigns. But they’re also more excited when they find a message, ad or campaign that resonates with them, Dorsey says. “The key is to not talk down to millennials or present that you know what’s best for them. Instead, try to speak to their individuality—and let them comment back. That 40

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Rules of Engagement Even if millennials are diverse, they do share some key features. Russell notes that millennials: Demand respect of their time. Millennials provide their time only to initiatives that seem worthwhile. They’re young enough to be open to modern forms of communication but old enough to chastise brands for being careless (which can have a tremendous impact).

Require building trust. Only 6% of millennials consider online advertising credible. Campaigns that treat customers like humans perform much better than those that seem form-fitted or automated. Millennials know how modern marketing works and demand personalization from marketers looking to cut through the noise.

Seek expert opinions. Whereas all demographics trust friends and family for product information, millennials also trust online experts.

Are open to interruption but turned off by annoyance. According to Advertising Age, consumers in their 20s switch between communication platforms and devices 27 times per nonworking hour. Brands have to interrupt millennials to get their attention and deliver information as efficiently as possible.

Put stock in social responsibility. Millennials seek out companies they can believe in. Traits that resonate with them include corporate/social responsibility, transparency, environmental sustainability, and a mission statement they can support. Even better for independent operators, they prefer locally owned businesses over large chains. So display, publicize and promote your “locally owned” angle and fly your independent flag!

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Most millennials carry their mobile devices everywhere they go. That means it’s crucial to develop a mobile marketing strategy for your pizzeria, such as an online portal for your loyalty reward program and a strong but manageable social media presence.

means using digital platforms, including social media, to communicate your values, mission and the people behind your brand in a way that shows you’re real and credible.”

Authenticity is paramount. “Millennials can spot a fake from a mile away,” Dorsey adds. “Ask them to be involved in your brand, mission and values, and let them know that you’ll listen and engage them by meeting them where they are.”

LET US ENTERTAIN YOU Mobility is another key to this demographic. Russell notes they spend at least 25 hours per week online and tote their phones everywhere. “Pizza marketers have to go mobile to market to millennials,” he says. “Ninety percent of them have their mobile device in arm’s reach 24-7.” His advice: If you don’t have a mobile strategy in place, work to build one; then make your content, including website, social media and emails, more entertaining. “Gawker reported that 80% of millennials want brands to entertain them,” Russell says. “Entertainment value makes marketing campaigns interruptive, while also making them worth the time invested.”

Russell offers two ways to make your engagement more entertaining: 1) Target your writing style to millennials, using brand- and demographic-appropriate language.

Make announcements and updates brief and relatable (generic updates loaded with buzzwords miss the mark).

2) Introduce useful gamification. Bells and whistles can quickly become a waste of time, so stick with elements that provide utility—for example, an easy-to-find online portal with a status bar that displays loyalty reward progress earned, with the bar changing color as a customer gets closer to the goal.

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“Millennials do not see their smartphones as only a form of communication,” Fromm says. “It’s their Swiss Army knife that helps them to navigate nearly every area of their lives. The question is, how quickly can you get a mobile strategy? It’s not just apps and video games; focus instead on creating exquisitely designed mobile sites that feature a high level of user-experience drivers.”

CHOOSE YOUR SOCIAL CHANNELS Duke reports that millennials are more likely to explore brands on social networks—53% percent versus 37% of other generations. But Kamron Karington, CEO of Repeat Returns in Las Vegas, believes most pizzeria owners see little ROI from Facebook and social media in general, since social media is overwhelmingly occupied by friends and family. Hence, becoming a “friend” by making posts more personal (for example, about you as the owner) allows you to promote your business in stealth mode. Just don’t try to be everywhere at once. “Owners can’t keep up with every social platform out there, but they can make it easy for customers to use their favorite social platforms to spread the word about the business,” Karington says.

Russell agrees that brands can get carried away trying to launch content across too many social media platforms.

His advice: Start with Facebook and Twitter. Then experiment with video content; if you find success, invest in video-centric social media channels like Vine. “Regardless of the social media channel, millennials respond to authenticity,” Russell says. “They’ve grown up accessing information on demand, and they expect that same authenticity and transparency from their favorite pizza brands.”

Just remember this: What really drives social media activation for millennials is good content. “Your approach

Millennial Marketing: Dos and Don’ts to content will make or break your marketing communication efforts, and social media is simply one way to activate your content strategy,” Fromm says. “The goal should be obtaining the best possible understanding of your consumer to reach them where they are rather than ask them to come to you. Yes, Snapchat might be all the rage right now, but it might not be the best channel for your specific audience.”

In fact, Facebook, although still used by millennials in huge numbers, has been losing steam, Dorsey points out.

Today, Vine, Snapchat, Instagram and Pinterest are more of-the-moment. “Look at your industry and identify the brands that are doing it right—see which channel is the most successful for them,” he suggests. “Yes, there’s value in being first, so when an opportunity arises, definitely experiment quickly. But the most popular outlets are already being used by millennials in large numbers, so you can see what’s working.” Dorsey recommends picking one or two social media channels that fit your audience and sticking with them rather than trying to handle five different outlets. “With social media, it’s not about quantity of posts, but quality of posts and engagement,” he concludes. “Give people a reason to connect with you and stay connected, and they will. Blast them with your latest ads constantly, and they’re not going to follow you. Being social is about bringing up the humanity of interaction around your brand.”

CREATING A TWO-WAY RELATIONSHIP With the rise of crowdsourcing sites like Yelp, Karington believes millennials are more in charge of your marketing than you are these days. “Yesterday, it was buyer beware; today, it’s seller beware,” he says. “Any perceived slight travels to a wide audience in the blink of an eye, and millennials expect to hear back on a complaint within hours—not tomorrow.” After all, the secret to any happy relationship is listening. Therefore, you’ll want to provide easy conflict resolution (a link on your website or a phone number for complaints) and offer occasional surveys to solicit feedback and prove you care about their opinions.

Don’t sign up for social media if you’re not prepared to listen to your customers and respond to them quickly, says Sameer Shah, VP of marketing at Austin, Texas-based

Our crack team of marketing insiders shares its top dos and don’ts for courting this group: DO use a responsive email design that loads fast and looks clean on mobile, and make your message concise. Only include links relevant to your message. And, of course, offer online ordering. —Kamron Karington, Repeat Returns, Las Vegas, NV DO let guests participate in seeing, touching and making items they will eat. Give details about your food and its origins. —Linda Duke, Duke Marketing, San Rafael, CA DON’T discount; coupons and discounts disparage your brand with the millennial mindset. —Linda Duke DO remove the hassle from customers’ experience. Millennials do not tolerate stuffed wallets or an extra step at checkout.

Make it easy to pay with credit/debit cards for all orders, and use mobile coupons, not paper/print coupons. —Kane Russell, Thanx, San Francisco, CA DON’T be robotic. Don’t tell them how great you are; show them. Don’t treat them like a target audience; ask for their opinions. Don’t act like a marketer; do act like a communicator.

And don’t assume the individuals in this generation are homogeneous; do take time to understand the best audience for your brand. —Jeff Fromm, president, FutureCast, Kansas City, MO DO communicate regularly and consistently. Respond in a positive, straightforward and transparent way. Respond to both positive and negative comments without being negative or defensive. —Sameer Shah, VP of marketing, Smart Flour Foods, Austin, TX Smart Flour Foods, which produced the study, Pizza Lovers in America 2015: Unexpected Findings From a Generational Look at Pizza Trends. Be positive and up-front, sharing as much information as you can. “Answer negative comments in a friendly manner, versus negatively or defensively,” Shah recommends. “Never hide negative comments; responding to them positively is an opportunity to shine, and hiding them will only make you look scared and weak.” For example, if a customer reports a bad experience at your pizzeria, say, “Thank you for the feedback! We appreciate you taking the time to reach out with your concerns, and we’re sorry you didn’t have a better experience. We have communicated your concerns with our management and will make the appropriate changes necessary. If you would March 2016 pmq.com

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Millennials favor brands that demonstrate genuine support for social causes, such as the environment.

like to give us another chance, your next meal is [30% off, free, etc.].”

Creating a two-way relationship between your brand and millennials establishes trust and can even turn bad experiences into positive ones. For example, you can use mobile notifications to solicit feedback from your customers immediately after they make a purchase and respond to any pressing issues or complaints as soon as possible. Instead of heading straight to Yelp to complain about a problem, the customer gets instant gratification and will be less inclined to trash you online. Now, Russell notes, “your proactive customer service becomes an asset of your Yelp review, as opposed to a shortcoming. Recent studies show that soliciting and replying to feedback via mobile increases sales by 22%.”

MAKE THE WORLD A BETTER PLACE As Shah points out, millennials don’t just like open communications; it’s all they know. Hence, companies should use their social channels to communicate who they are and what they’re doing day to day. “Transparency and communication shouldn’t just be about the big things,” he says. “So, for example, share pictures of your kitchen

“With social media, it’s not about quantity of posts, but quality of posts and engagement. Give people a reason to connect with you and stay connected, and they will. Blast them with ads constantly, and they’re not going to follow you.”

— J A S O N D O R S E Y, CENTER FOR G E N E R AT I O N A L K I N E T I C S 44

PMQ Pizza Magazine The Pizza Industry’s Business Monthly

online. Show support for social movements or advocate for social causes.

And share your successes and milestones to make customers ‘part of the team.’”

Russell also recommends offering more socially motivated benefits—for instance, let customers vote on which charities will receive your company’s financial support. You can even let them choose whether to apply loyalty rewards savings to their own bill or contribute that money to a social cause— and if you really want to prove that you care, you could match that donation. Fromm notes that 45% of millennials believe it’s easier to contribute to a charity they care about through a company’s program rather than on their own. This creates a huge opportunity for brands to create social programs that align with millennial core values. “By embracing their favorite brands as partners, millennials believe they help make changes that will make the world a better place,” Fromm says. “Green initiatives and gender and racial equality have been a main focus of millennial philanthropy recently.”

The millennial mindset is admittedly complex—it’s one part altruistic, one part self-absorbed, easily distracted but adaptable, and genuinely curious about the world at large. If you don’t fully “get” them yet, it’s OK. Just don’t fake it. They’ll see through that in a flash and won’t like it. Always engage with and respond to millennials in a way that makes sense for your brand. If you take away one buzzword from this article, make it “authenticity.”

Like your mom always told you, just be yourself. “If you attempt to speak to millennials in a language—slang or other—that doesn’t fit naturally with your company, you will quickly be ignored,” Fromm says. “They’re adept at sniffing out phonies.”

To summarize, just keep it real. “Focusing on quality over quantity will push your message to the right group of consumers that genuinely want to engage—rather than just adding to the market noise,” Fromm concludes.

Tracy Morin is PMQ’s senior copy editor.

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The

BEGINNER’S to ONLINE GUIDEORDERING Are you nervous about adding online ordering? Keep these eight tips in mind to get started, and it will be easier than you think. By Liz Barrett

A

ccording to the 2016 PMQ Pizza Power Report, digital ordering for restaurants is growing 300% faster than dine-in traffic, and 60% of customers say that ordering delivery or carryout via a smartphone app is easier than calling a restaurant. It’s getting more and more difficult for independent operators to ignore the public’s demand for online ordering.

“As pizzeria operators, we all know the technology need is there,” admits Matt McClellan, owner of Tour de Pizza in St. Petersburg, Florida, and a brand-new adopter of online ordering. “I have an old-school philosophy, and I don’t like change; I entered into online ordering with a lot of fear and hesitation.”

The fear isn’t necessarily unwarranted in some cases.

Jonathan Schroeter, director of operations at Il Primo Pizza & Wings, with six locations throughout southwest Florida, says that before finding the ChowNow platform he’s been using since 2014, he initially worked with an online ordering company that caused a lot of frustration. “I pulled the plug and took a loss as opposed to introducing my customers to a sloppy platform,” Schroeter says. “The process with ChowNow was very simple.”

March 2016 pmq.com

47

A similar scenario happened at Tacoma, Washingtonbased Farrelli’s Pizza, when Clayton Krueger, director of marketing, communications and beer, decided to wait for the pizzeria’s existing POS provider to introduce online ordering. “We’re pleased with the system now,” he says, but the initial process proved challenging. “In the beginning, we didn’t want to limit pizza customization, and the system has to be able to interpret everything someone can modify. We had to make some tough decisions.”

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PMQ Pizza Magazine The Pizza Industry’s Business Monthly

Fortunately, most POS companies work closely with their clients to ensure a smooth transition. And pizzeria operators who implement online ordering typically are glad they did it once all of the kinks get worked out.

“Industry analysts—as well as most restaurants—agree that an online order averages 18% more than an order placed over the phone or in person,” notes Larry Fiel, director of marketing for Signature Systems, a Philadelphia-based provider of the PDQ POS software and online ordering technology for pizza restaurants. “When you think about it, it makes sense—versus [calling on] the phone, you see the whole menu online, so you order items you wouldn’t normally order over the phone. In person, it’s generally a time thing. When there’s a line, you don’t want to hold people up, so you typically go for ‘the usual.’”

Getting started with online ordering is the hardest part for many operators. Seeking out advice from those

“We see online ordering as an added value for our guests even though we don’t offer delivery. Our customers still order online for carryout, and we receive between 20 and 60 orders per month.

We want to provide what our customers want.”

— C L AY TO N K R U E G E R , FA R R E L L I ’ S P I Z Z A

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who have already gone through it, coupled with a good dose of personal research, can help you overcome any reservations you may feel about adding online ordering.

“For operators, the best part of online ordering—other than the anticipated increase in revenue—is the fact that there’s really nothing technical to understand,” Fiel adds.

“The POS provider seamlessly sets up the menu with the operator’s branding. Then, when an online order is placed, a ticket automatically comes out of the printer in the kitchen while the order appears on the POS. Wow, talk about easy!”

In other words, offering online ordering makes life better for all parties concerned. Here’s how to get started:

1

DO YOUR RESEARCH. There are dozens of online ordering companies out there. Many will build everything for you, while others will integrate their platforms with your existing POS

What is your

Pizza Business IQ? TAKE THIS FREE 10 MINUTE TEST & FIND OUT!

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PMQ Pizza Magazine The Pizza Industry’s Business Monthly

DANIEL PEREA

Many customers still prefer to place orders on the phone, so companies like Romeo’s Pizza, headquartered in Medina, Ohio, offer both call-in and online ordering options.

system. (See page 56 for more information.) It’s vital to research all of your options and ask a lot of questions before choosing a provider. “I knew I wanted a seamless process,” McClellan says. “In the past, I’ve gotten solicitations from every online ordering product on the market, including those that I knew right away wouldn’t work for me.”

McClellan says he talked to a lot of solid companies, but some were too expensive for his small pizzeria. “I want to reach millennials and get my brand in front of them,” he says. “But I don’t want to spend $20,000 in the process.”

2

START WITH YOUR EXISTING POS SYSTEM. If you have a POS system, you already have an advantage. You may find that you can easily—and affordably—integrate online ordering through your POS terminals. This is where McClellan finally landed after his research. “I found OrderCounter, a company that interfaced with my existing hardware and made integration seamless,” McClellan says. “Now my employees just see an order pop up and don’t miss a beat. They don’t need to know the difference between phone or online orders.”

Tim Freida, vice president of sales at Microworks POS Solutions in Webster, New York, says his company launched straight-to-POS online ordering in 2004. “Our service requires our POS system to be in place at the store, but once it is, we handle the technical installation on our side,” Freida says. “We use the same pricing engine on the [ordering] interface as we do in the store, which makes menu changes very simple. You can change the pricing on the POS system, and it follows through to the [ordering] portal and even to the customer website all at once.”

Sixty percent of customers say ordering delivery or carryout via a smartphone app is easier than calling a restaurant.

3

If you don’t already have a POS system but still want to take this route, start with a pizza-focused POS provider, Krueger suggests. “Pizza POS providers understand what you need as a pizzeria operator,” he says. “Setting you up for delivery, online ordering and more should be easier.”

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Edison?

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PMQ Pizza Magazine The Pizza Industry’s Business Monthly

EXPLORE THIRD-PARTY PROVIDERS. You’ll have a lot to choose from here, such as GrubHub and Eat24, so when you visit other pizzerias that provide online ordering, ask the owner or manager about that system’s pros and cons. Additionally, keep in mind that more POS vendors now offer online ordering interfaces that support third-party integration. “Our restaurant clients want web and mobile ordering but don’t want to sacrifice control over the guest experience,” says Jennifer Wiebe, marketing manager of SpeedLine Solutions, based in Lynden, Washington. “With the open Speedline interface, they can connect the point of sale with the best online ordering systems on the market or design their own web and mobile sites and apps and keep control over the online ordering experience.”

4

MAKE SURE YOU’RE IN CONTROL. Will you be able to update your own menus and promotions on the fly? This is an important feature, no matter what type of online ordering provider you choose.

“I had an account executive assigned to me who verified my pricing and product,” Schroeter says. “She also trained me on everything I needed to know to make changes to the menu and to make them for all locations at once.”

Look for a system that provides one master menu with pricing, modifiers, store rules and inventory for multiple locations, Freida suggests. “Stores should be able to have their own pricing and rule sets and offer different products per store. All data should be included in the master menu, and you should be able to make changes for all stores in that one data set. The menu should then sync at each store location.”

5

NAIL DOWN THE COSTS, INCLUDING HIDDEN FEES. Many companies may want to quote a range of prices depending on the size of your pizzeria, number of orders, etc. Get them to lock down a tangible number so you can make an informed decision. “I believe our setup charge was waived because we have five pizzerias,” Schroeter says.

“We pay $90 per month, plus 2% of all orders placed through the platform.”

“Having online ordering shows our customers that we are progressing as a company and are investing in the future. It will become increasingly more valuable as time goes on.”

— J O N AT H A N S C H RO E T E R , I L P R I M O P I Z Z A & W I N G S

McClellan says he paid less than $1,500 for the licensing rights to OrderCounter on all of his existing stations.

“The cost was a fraction of what it would have been to replace the entire POS system,” he says. “Now I have Google Maps, online ordering and a cloud-based system that lets me access the system from anywhere.”

6

KNOW WHAT YOU’RE EXPECTED TO PURCHASE BEFORE YOU SIGN. Ask up-front if you’ll need to purchase terminals, software licenses or other equipment that’s required to make an online ordering service work. “The only equipment that’s needed with ChowNow is an iPad Mini, which was provided to us,” Schroeter says. “Because ChowNow does not integrate with any POS system, the iPad is used for the delivery of orders. The customer simply places his order via either our website, our app—which they created for us for free—or our Facebook page, which they set up for us. When the order is complete, it’s sent to the iPad, and we put the order through to our POS system.”

If you do need a POS system, McClellan recommends a quick online search. “There are a lot of high-quality used terminals being sold online by restaurants that had to close for one reason or another,” he says. “Some of these terminals are top-of-the-line, and you can get them for pennies on the dollar. Then you just add your own software.”

7

INSIST ON A COMPLETION DATE. In business, time is money, so find out how long it will take from the day you sign your contract until you accept your first order. “The overall process took us about a month,” says Schroeter, who saw a return on his

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PMQ Pizza Magazine The Pizza Industry’s Business Monthly

investment the first month. “We timed it so the relaunch of the website and online ordering coincided together. It was as simple as powering on the iPad and logging into the program—then you’re ready to receive online orders.”

With an online ordering system built into your POS, Freida says you can be up and running in a week. In some cases, it’s as simple as inserting an “Order Now” button on your website.

8

MAKE SURE IT’S MOBILE-FRIENDLY. As mentioned earlier, a good portion of online orders now come in through mobile phones, and this trend will only rise. So before signing on the dotted line, make sure your online ordering provider can help you with a mobile app. At the very least, the service should be mobile-optimized. “If customers access your order page from their mobile phones and it doesn’t adapt to their screen size, they’ll give up fast,” says Krueger.

Online ordering has a proven track record of increasing order amounts for both new and existing customers.

“We see online ordering as an added value for our guests, even though we don’t offer delivery,” Krueger says. “Our customers still order online for carryout, and we receive between 20 and 60 orders per month. It’s not a huge sales driver for us, but it’s an added value, and we want to provide what our customers want.”

But Krueger’s online orders will likely increase in the next few years. “Online ordering is set to overtake traditional telephone orders for the first time, according to new data from market research firm NPD Group,” Fiel points out. “In just five years, the number of online orders has skyrocketed, from around 403,000,000 in 2010 to 904,000,000 by May 2015.”

Schroeter agrees. “Having online ordering shows our customers that we are progressing as a company and are investing in the future. It will become increasingly more valuable as time goes on.”

Liz Barrett is PMQ’s editor at large and author of Pizza: A Slice of American History.

FIND US AT PIZZA EXPO BOOTH #2671 — ON THE GOLD COAST AISLE —

The

BEGINNER’S to ONLINE GUIDEORDERING THE ONLINE ORDERING RESEARCH MATRIX

To view an expanded and up-to-date version, go to PMQ.com/Matrix

Breaking News: Over Half of All Pizza Operations Surveyed Now Offer Online Ordering Thanks to the 409 PMQ readers who participated in our survey of February 2nd, we’ve identified the most popular POS systems and online ordering solutions actively being used by the pizza industry.

Please use this POS/Online Ordering Research Matrix to find your ultimate online ordering solution. If you already have a POS system, you’re halfway there.

If you already have an online ordering solution make sure you’re not paying too much for using it.

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POS COMPANIES

WEBSITE

A Custom POS

www.acustompos.com

Adora POS

www.adorapos.com

Aldelo System

www.aldelo.com

Ambur POS

www.amburapp.com

Arrow

www.arrowpos.com

Breakaway Restaurant Solutions

www.breakawaypos.com

Clover POS/ Brilliant POS

www.clover.com

Diamond Touch (Granbury)

www.granburyrs.com

EZ Dine

www.ezsoftpos.com/EZ-Dine

FIREFLY (Granbury)

www.granburyrs.com

FoodTec Solutions

www.foodtecsolutions.com

Future POS RDS

web.futurepos.com

Granbury

www.granburyrs.com

Harbortouch

www.harbortouchamerica.com

Heartland

www.digitaldining.com

Intouch POS Assal

www.intouchpos.com

Lavu

www.lavu.com

Maitre’d by Posera

www.maitredpos.com

Microsale

www.microsale.net

NCR Aloha

www.ncr.com

Nextep Systems

www.nextepsystems.com

Oracle Hospitality (Micros) Order Counter

www.ordercounter.com

Ordersnapp

www.ordersnapp.com

PAR

www.partech.com

PDQ Signature Systems

www.pdqpos.com

Point of Success

www.pointofsuccess.com

Positouch

www.positouch.com

POSnet

www.posnet.us

PrISM POS by Microworks

www.microworks.com

Qiri App

www.qiriapp.com

RapidFire (Granbury)

www.granburyrs.com

Red Fox POS

www.redfoxpos.com

Restaurant Manager ASI

www.rmpos.com

Revel

www.revelsystems.com

Revention

www.revention.com

R-Stream (Granbury)

http://r-stream.com/

SelbySoft SP-1

www.selbysoft.com

Shopkeep

www.shopkeep.com

Speedline

www.speedlinesolutions.com

Square

www.squareup.com/pos

Toast

www.toasttab.com

Vital Link

www.granburyrs.com

POS PREFERED ONLINE SYSTEM

OTHER COMPATIBLE ORDERING SOLUTIONS

WHO USES IT?

Big Holler Online Ordering

Best New York Pizza (Tampa)

Adora Ordering System

Mountain Mike’s

Offer recommendations based on customer’s needs

Pie Eyed Pizzeria

Does not offer online ordering at this time OrderCraze

Coming soon

Iris

Topper’s Pizza

Clover

Red Fox POS online ordering

www.letsget.net

Brygid Technologies, 411eat and all Granbury online ordering platforms

MenuDrive Thrive

Brygid Technologies, 411eat and all Granbury online ordering platforms

Foodtec Solutions online ordering Granbury online ordering platform

Season’s Pizza Brygid Technologies, 411eat

Harbortouch All In One Solution MenuDrive

Flyers Pizza and Subs

Pizza Mizza, Solo’s Pizza Fox Pizza Den

MyCheck, ToGo

Shakespeare’s Pizza

Intouch online ordering

Lou Malnatti’s and RoundTable

Lavu online ordering

Fortina and Bacio Pizzeria

OnlineOrdersNOW, Novadine

Pannizza

OnlineOrdersNOW

Click4aMeal and Geomerx

Sam & Louie’s Pizzeria

Nextep online ordering

Rapidough Pizza

Offer recommendations based on customer’s needs Order Counter online ordering Ordersnapp All-in-One Ordering PAR Brink POS Online and Mobile Ordering

Punch, OLO, Splicket, Monkey Media

PDQ online ordering

MOD Pizza Paisano’s Pizza

Big Holler Online Ordering POSnet online ordering Salvatore’s Pizzeria, DoubleDave’s Pizzaworks

PrISM WebOrder by Microworks Qiri Integrated Online System

Any online system with an open API Format

Granbury online ordering platform

Brygid Technologies, 411eat and all Granbury online ordering platforms

Red Fox POS online ordering

Offers online ordering through website and Facebook

Jimmy’s Pizza (Lowell, MA)

Restaurant Manager Revel online ordering

Live Pepper, Mobi2Go, OLO, Open Dining, Zuppler, Brandible

Hunger Rush Brygid Technologies

East of Chicago Pizza, Hungry Howie’s 411eat and all Granbury online ordering platforms

Big Holler Online Ordering Does not offer online ordering at this time Offer recommendations based on customer’s need

Brygid, RTO, MenuDrive, QuikOrder, OrderTalk, NEXTEP, GrubHub / Door Dash / Eat24 Pizza Inn, Pizza Hut, Jet’s Pizza (via Chowly), others.

Toast www.letsget.net

Mattenga’s Pizzeria Brygid Technologies, 411eat and all Granbury online ordering platforms

March 2016 pmq.com

57

Selecting the right combination of cheeses for your multicheese masterpieces can create added texture, flavor and visual interest while making your pizzas stand out from the pack.

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PMQ Pizza Magazine The Pizza Industry’s Business Monthly

WITH YOU When creating multicheese pizzas, select the unexpected and you’ll never be rejected. Here’s how to pack on the profits as you pile on the gooey good stuff. By Tracy Morin

T

E TOPP

he world of cheeses is vast, perhaps even intimidating, for the average pizzeria operator. According to the International Dairy Foods Association, the art of cheesemaking reaches back more than 4,000 years, and roughly 2,000 varieties exist today. From Italian staples such as mozzarella and Parmesan to pungent Limburger, buttery burrata and creamy brie, the range of tastes and textures is downright astounding.

Yet many pizza craftsmen never step outside their comfort zones when it comes to selecting the unexpected—a missed opportunity, considering cheese consumption is on the rise. The average American consumes 34 pounds of cheese annually, a growth of 43% over the past 25 years, and per capita spending on cheese has increased 37% since 2008, according to USDA statistics.

Basics such as mozzarella and Parmesan likely already grace your menu, but adding depth to pies by piling on a few extra cheeses will hike up the wow factor, intensify flavor and offer customers more variety. Learn from these successful operators, from single-unit independents to multiunit chains, who are melting customers’ hearts (and taste buds) with menu innovations that combine multiple cheeses.

RS

March 2016 pmq.com

61

Cheese in 2016

Authenticity—Consumers look to purchase locally, and they’re willing to pay more when they know where their foods come from.

Bold Flavor—Flavored cheeses—those made with hints of jalapeño, herbs, garlic and even berry—are expected to outperform unflavored varieties in the year ahead.

Freshness—Sales of cheese curds have risen by 7% in foodservice, with menu mentions up by 13%.

Tradition—Cheesemakers are perfecting the aging process while returning to more traditional methods, such as underground aging caves.

CRACKING THE COMBINATION Combining a bevy of cheeses can quickly create a pie overwhelmed with flavors—or one in which no cheese is allowed its share of the spotlight—so it’s important to think about the texture and flavor of each component and how the cheeses work together. “When making multicheese pizzas, we try to find combinations that offer contrasts, either texturally, visually or taste-wise, without any one cheese overpowering the other,” explains Alan Cooke, owner of Rebel Pie Wood Fired Pizza in Florence, South Carolina. “For example, when using Pecorino Romano, we like to put it on last, because it browns nicely and gets a little crispy in our wood-fired oven, offering a textural and visual contrast.”

“When making multicheese pizzas, we try to find combinations that offer contrasts, either texturally, visually or taste-wise, without any one cheese overpowering the other.”

—ALAN COOKE , REBEL PIE WOOD FIRED PIZZA 62

PMQ Pizza Magazine The Pizza Industry’s Business Monthly

TOPPERS

The Wisconsin Milk Marketing Board recently pinpointed some top cheese trends that will drive consumers’ purchasing habits in 2016:

Flavorful cheeses, such as feta and goat, can help rev up the depth of flavor on specialty pies more than run-of-the-mill mozzarella—and though they can be costly, a little goes a long way.

Rebel Pie offers two multicheese pizzas on its everyday menu. Its regular Cheese pizza packs more flavor than the usual “plain” pie, with fresh whole-milk mozzarella, Parmesan and Pecorino Romano atop a red-sauce base, while the Quattro Formaggi combines housemade béchamel sauce, whole-milk mozzarella, Parmesan, feta and Pecorino Romano. Cooke also stirs customer excitement with a specialty, limited-time-only Pie of the Month; last December, a multicheese pizza was featured, with housemade white sauce, oven-roasted garlic, whole-milk mozzarella, smoked Gouda and Pecorino, topped with white wine-braised mushrooms. “The Quattro Formaggi is one of our most-ordered pizzas, popular with kids and adults alike,” Cooke notes. “Adding pepperoni is very popular as well, because the spice and meatiness of the pepperoni cuts the pizza’s richness. Our December Pie of the Month was also very popular.” Indeed, social media lit up with fan appreciation when he posted a pic of the cheesy special on Rebel Pie’s Facebook page; one follower commented, “Incredible! If you haven’t tried it yet, you must!”

At Master Pizza, based in Cleveland and with six locations in Ohio, owner/CEO Michael LaMarca recently added a brand-new cheese-laden pie that he vowed would “top all of the cheese pizzas out there” by going beyond the typical four-cheese template. The “Sei Cheese Pizza” (pronounced “Say Cheese”—“sei” means “six” in Italian)

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Chicken Santa Fe Pizza WISCONSIN MILK MARKETING BOARD

“Price out any cheese before adding it, and figure out how much is needed to produce the taste you desire.

Often, you’ll find that a little additional cheese will go a long way.”

— DAV E B A E R , F I R E N Z A

starts off with a base of white cheesy garlic sauce, topped with Swiss, American, a cheddar-jack blend, provolone and mozzarella, finished with a dusting of parsley and Parmesan cheese. “We find that combining different types of cheeses with different textures, as well as blending sharp and mild cheeses, really makes each cheese stand out on its own,” LaMarca says. “I would also recommend not using your traditional red tomato sauce; instead, use a garlic butter sauce, which will blend far better.”

Keeping multiple cheeses in stock is also a must for fast-casual operations; Firenza, a build-your-own concept with two locations in Virginia, offers eight different cheeses, and customers can load up on as many as they wish: shredded mozzarella, provolone, Ovolini (fior di latte), cheddar, shredded Parmesan, ricotta, feta and Gorgonzola. “We have a mouthwatering pizza, the Pizza Roma, that combines our tomato sauce with the perfect blend of five cheeses: mozzarella, provolone, feta, cheddar and Parmesan,” says Dave Wood, co-founder of Firenza.

“The beauty of this pizza’s flavor explosion comes from the differences among the cheeses; mozzarella has a creamy 64

PMQ Pizza Magazine The Pizza Industry’s Business Monthly

Provided by Wisconsin Milk Marketing Board INGREDIENTS: 3 cloves garlic, minced (divided) ¼ tsp. chili powder, or to taste 1/8 tsp. cayenne pepper, or to taste ½ tsp. paprika, or to taste Salt and pepper to taste 1 boneless, skinless chicken breast 1 red pepper, julienned 1 Spanish onion, julienned ½ c. olive oil ¼ c. white wine ½ c. marinara sauce ½ c. salsa 1 16-oz. pizza dough ball ¾ c. (3 oz.) cheddar cheese, shredded ¾ c. (3 oz.) mozzarella cheese, shredded 1 c. (4 oz.) jalapeño Havarti cheese or pepper jack cheese, shredded 1 tbsp. cilantro, chopped DIRECTIONS: Combine half of the garlic and all of the chili powder, cayenne and paprika. Add salt and pepper. Rub chicken with the mixture and refrigerate in a closed plastic bag for 1 to 4 hours. Grill the chicken on a stovetop or grill. Slice thinly. Heat oven to 500°F. Sauté peppers and onions with remaining garlic in olive oil. Season with salt and pepper; add white wine. Cook 3 minutes, keeping vegetables firm. Remove from heat and set aside. In a small bowl, mix marinara and salsa together for the sauce. Set aside.

Form dough into a 12” circle and place on a pizza pan. Spread sauce over the dough; sprinkle cheddar and mozzarella on top.

Top the pizza with reserved peppers and onion, then chicken and Havarti. Bake for 10 to 12 minutes. Sprinkle with cilantro. Serves 4.

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flavor, while provolone has the tiniest touch of bite, feta provides a slight salty goodness, cheddar has a full-bodied flavor, and Parmesan is the perfect topper.”

“Balance and flavors that complement each other are great ways to start, and a little bit of experimenting goes a long way,” adds Firenza co-founder Dave Baer. For example, he notes, a light sprinkling of cheddar makes a great addition to beef and bacon pies, creating a “cheeseburger effect” that customers crave.

CONTROLLING COSTS It’s no secret that cheeses can prove pricey for operators, but by cross-utilizing ingredients, minding portions and successfully marketing to customers, you’ll help make sales superstars out of your multicheese pizzas and sides. Cooke, for example, makes sure he prices accordingly when considering food costs. “Controlling costs on multicheese pizzas can definitely be challenging,” he admits. “We choose not to compete with the big-box chains and instead promote quality, then charge a fair price.”

LaMarca believes in the power of advertising, both through traditional and social media.

“From our soft launch on August 3 to our last major advertising campaign on October 20, sales of the Sei Cheese Pizza have increased two to three times over its prior sales numbers,” LaMarca notes. “We have since launched an online ad through our Facebook page and have seen an immediate increase of more than 100% in sales again!”

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Recipe by Chef Tracy O’Grady; provided by Wisconsin Milk Marketing Board INGREDIENTS: Barbecue Sauce: 1 c. ketchup 2 tbsp. red wine vinegar 2 tbsp. brewed coffee 2 tbsp. Dijon mustard 2 tbsp. hot sauce 2 tbsp. Worcestershire sauce 1 tbsp. molasses Flatbread: 2 tbsp. barbecue sauce (recipe above) ½ c. red onion, julienned 1 tbsp. red wine vinegar 2 tsp. extra-virgin olive oil (divided) Kosher salt to taste 1 8-oz. ball pizza dough, proofed ½ c. (2 oz.) smoked cheddar cheese, coarsely grated ½ c. (2 oz.) smoked Gouda cheese, coarsely grated ¼ c. (1 oz.) fontina cheese, coarsely grated 12 shrimp, peeled, deveined, tails removed, seared until just cooked 6 slices applewood-smoked bacon, cut in half, fried crisp 1 tbsp. scallions, diagonally sliced DIRECTIONS: Make the barbecue sauce: Whisk all ingredients together in a small bowl. Set aside. (Makes about 2/3 c. sauce; reserve leftovers for other uses.) Mix red onion, vinegar, 1 tsp. olive oil and salt in small bowl; set aside.

Heat grill to medium-high. Oil the back of a flat metal tray with 1 tsp. olive oil. Press dough into a 12”-by-15” rectangle on the back of the tray. Place the dough side of the pan directly on the grill. Grill 1 minute. Gently remove tray, starting at the front edge (use a metal spatula if necessary). Continue grilling the dough for about 5 minutes, watching carefully to avoid burning.

Flip dough and move to a cooler spot on the grill.

Spread the entire crust surface with barbecue sauce and top with cheeses.

Place shrimp evenly over the top and cook flatbread until crisp and bubbly.

Just before removing from the grill, top with bacon. Remove to a cutting board and cut into 12 squares. Top with pickled red onions and scallions.

Serve immediately. Serves 6.

When adding any new cheese to your ingredients list, make sure it can be used on more than one menu item— preferably several, Firenza’s co-founders say. This helps ensure freshness and keeps inventory to a minimum for ease of tracking. For example, Wood suggests adding breadsticks or a cheese bread appetizer that incorporates your range of cheeses.

Topper’s Pizza Canada, with dozens of locations in Ontario, did just that when launching its Extreme Cheesy Sticks (featuring cheddar, mozzarella and Parmesan) last October, and the brand knew that pictures would be worth a thousand words when selling the indulgent pullapart item. “Each image showcases the infusion of cheeses on the pizza,” notes Emaan Toppazzini, director of menu innovation. “Then the consumer can easily imagine themselves biting into a slice of decadence.”

Finally, do your research and be exacting when it comes to portioning. Before adding new cheeses to your menu, make sure it’s a financially wise move. “There’s a wide variety of cheeses out there, with so many flavor profiles,”

Stumped for cheese combos?

Want to calculate your food costs before you commit? Try the cheese blend tool at wisconsincheesefoodservice.com/tools/ cheese-blends-calculator. Operators can easily create delicious blends for any application, including pizzas, pastas, cheese breads and salads. Simply select the number of cheeses; the tool provides information on performance, flavor profile and proper ratios (as well as an estimated cost).

Baer concludes. “Price out any cheese before adding it, and figure out how much is needed to produce the taste you desire. Often, you’ll find that a little additional cheese will go a long way. Then ask yourself if this new flavor is worth the investment—and can you afford to not make this additional investment?”

Tracy Morin is PMQ’s senior copy editor.

March 2016 pmq.com

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The

COIN

drop It may sound like small change, but the founder of LaRosa’s Pizzeria has found a unique way to reach—and inspire—young customers.

By Jim Wahl | Photos provided by LaRosa’s

A

Buddy LaRosa, founder of LaRosa’s Family Pizzeria, visits Cincinnati schools and seeks to inspire young people with his entrepreneurial spirit.

s a teenager, Buddy LaRosa probably rolled his eyes when his teacher asked the class to research and bring in a great quote from a wise or noteworthy person. But, like a good student, he did the assignment anyway and settled on a quote attributed to St. Jerome: “Good, better, best: Never let it rest ’til your good is better and your better is best.”

At the time, LaRosa couldn’t have imagined that he’d grow up to open a neighborhood pizzeria and become a successful entrepreneur—and a local legend.

He couldn’t have known that the motto would become an integral part of his company’s business philosophy, one that his employees would know by heart.

And he surely couldn’t have known that he’d be back in that same classroom years later, inspiring the next generation of eye-rolling teens by handing out special coins inscribed with that very motto.

Funny how things turn out. LaRosa is now a familiar figure in Cincinnati, both as founder of LaRosa’s Family Pizzeria, with nearly 70 locations in Ohio, Kentucky, Tennessee and Indiana, and as a motivational speaker at local school functions. “Whenever Buddy gives someone a coin, he makes them smile,” says Pete Buscani, LaRosa’s executive vice president of marketing. “And when he leaves, the whole room is smiling.”

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Pizza for Achievers Good grades earn good food for kids in Cincinnati (and other cities with LaRosa’s Family Pizzeria locations). For more than 20 years, LaRosa’s has offered a student reward program for grades K-8. The program even has its own website at pizzachievement.com. Teachers and school administrators can request “Pizzachievement” certificates, worth one small one-topping pizza or one calzone, and award them to deserving students. Kids can win the certificates for everything from good grades and good attendance to good deeds and plain, old-fashioned kindness.

FATHER DOESN’T ALWAYS KNOW BEST LaRosa started selling pizza—made with his aunt’s recipe—at a parish festival in the summer of 1954. It was such a hit that he opened his own pizzeria, despite his Sicilian father’s skeptical warning: “You gonna sell pizza? Med-i-cans never gonna buy pizza from you.”

Fortunately, father doesn’t always know best. Thanks to the quality of his pies and its founder’s entrepreneurial drive, LaRosa’s grew and grew, becoming a Cincinnati landmark. It was one of the first pizzerias in the Greater Cincinnati area to offer home and business delivery service—anything on the menu delivered anywhere in the city, just by calling one number.

A smartphone app with online ordering is a key component of LaRosa’s marketing strategy.

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LaRosa’s continues to evolve with the times. The company now has its own smartphone app and offers online ordering and digital coupons through its website, which ranks No. 48 on PMQ’s Top 100 Pizzeria Websites list.

Additionally, LaRosa’s Strikeouts for Slices summer promotion has endeared the company to baseball fans throughout the area. Whenever Cincinnati Reds’ pitchers strike out 11 or more batters, everyone at the ballpark can turn in a ticket stub to receive a free small, one-topping pizza. LaRosa’s stores have given away hundreds of thousands of pies, with a retail value of more than $1 million, over the past several years, but company executives say the positive publicity from the promo is worth it.

Another promotion, the Buddy Card, is a popular neighborhood fundraiser. With one Buddy Card, the holder can buy any large pizza and get a second large cheese pie for free. Nonprofits, civic organizations, sports teams and school groups sell the cards for $10 and can keep $5 from each one sold. Additionally, the company solicits customer feedback on its website with the “LaRosa’s Listens” section, which lets customers rate their experience on a scale of 1 to 10 and leave comments.

Meanwhile, LaRosa himself has become a well-known fixture around the city. He visits local schools—including Roger Bacon High School, his alma mater—to talk to kids about starting a business and inspire them with his entrepreneurial spirit. To drive his message home, he needed something tactile, something the kids could take home with them. LaRosa’s partnered with Osborn Coin, a Cincinnati mint that specializes in custom designs. LaRosa’s commemorative coin, slightly larger than a quarter, bears the LaRosa’s logo on the front and the St. Jerome motto

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“The more people who have [Buddy’s] coins in their pockets...the more likely they are to fondly remember LaRosa’s.”

—PETE BUSCANI, EXECUTIVE VICE PRESIDENT O F M A R K E T I N G , L A RO S A’ S

To raise funds, nonprofit groups promote the LaRosa’s brand by selling Buddy cards for $10 each and keeping $5 per card sold.

on the back. Buscani says the coins are well-received by the students. “It’s as if he’s handed out gold,” he says.

Each coin costs a little less than $1 to make, and only LaRosa or his sons, Mike and Mark—who now manage LaRosa’s day-to-day operations—can hand them out. The coins serve as LaRosa’s personal calling cards, providing students and adults alike with a tangible memento

of meeting the famous pizza man. “From fundraisers to sponsorships, LaRosa’s supports the community it came from,” Buscani says. “Buddy spreads that message by spreading the coins. The more people who have those coins in their pockets and purses, the more likely they are to fondly remember LaRosa’s—and maybe get a little hungry for some of that delicious pizza.”

And who knows? Maybe the next Buddy LaRosa is at school right now, flipping that coin between classes, reading—and rereading—LaRosa’s motto.

Jim Wahl is a business-to-business marketing professional with Wahl Marketing Communications in Cincinnati.

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ON THE ROAD WITH PMQ

�

Where We've Been

PMQ’s Pizzamobile is alw ays on a mission to unco ver new moneymaking milestone events in the ideas and document pizza industry. If we ha ve n’t be en to yo ur town yet, it’s only a ma time. Learn more abou t where the PMQ staff tter of has been and look out for where we’re headed next.

The Cheese Board Collective only serves one type of pizza per day, and customers still line up to try it.

Creative tapas and wood-fired delicacies (including pizza) light up the menu at Forneria São Dinis.

CHEESE BOARD COLLECTIVE, BERKELEY, CALIFORNIA Ever heard of a pizza shop with 55 owners? It’s a business model that has worked for the Cheese Board Collective since 1971. PMQ’s Missy Assink visited this unique combination of pizzeria, bakery and cheese shop, which serves only one type of artisan vegetarian pizza and one type of salad per day. “Everyone who works here is a part owner, so we all have an equal share of the business,” Ridwan Schleicher told Missy. “We all get paid the same wage no matter how long we’ve been here.”

FORNERIA SÃO DINIS, THE AZORES Forneria São Dinis in Ponta Delgada, São Miguel, attracts locals and tourists alike with its diverse menu of Azorean meats, Mediterranean-inspired tapas and wood-fired pizza. Senior copy editor Tracy Morin sampled the menu, including housemade sparkling sangria, garlic-laced wood-fired mushrooms, simple Margherita and truffle oil-drizzled white pies and the popular Nutella dessert calzone, dusted with powdered sugar and micro-fine white chocolate shavings. “On an island full of top-notch dining venues, it was easy to see why Forneria has cemented itself as one of the best,” Tracy said.

FANCY FOOD SHOW, SAN FRANCISCO PMQ’s Linda Green and Missy Assink were among nearly 20,000 attendees of the Winter Fancy Food Show, which spotlights specialty foods and beverages. Highlighting the event was the induction of 47 foodservice leaders into the 2016 class of the Specialty Food Hall of Fame. Paul Saginaw, co-owner and founder of Zingerman’s Community of Businesses, spoke about the entrepreneurial spirit in his keynote address to the group. Attendance for the show was up 16% over last year, organizers said.

Attendees try a sample of cheese from exhibitor World’s Best Cheeses at the Winter Fancy Food Show in San Francisco.

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Where We're Going

PMQ will host its Think Tank Reunion in conjunction with the Nightclub & Bar Show in Las Vegas this year.

THE NIGHTCLUB & BAR SHOW, LAS VEGAS It’s one of the most exciting hospitality events in the country—the Nightclub & Bar Convention & Trade Show (NCB), to be held March 7 through 9 at the Las Vegas Convention Center (LVCC). PMQ will add to the excitement by hosting the third annual Think Tank Reunion at 6:30 p.m., Tuesday, March 8, at the LVCC. This networking event/reception is open to all pizzeria owners and industry suppliers, and there is no cost to attend. Additionally, pizzeria operators attending the Pizza Expo can pay a discounted registration fee of $20 to attend the NCB Show from 2 p.m. to 5 p.m. on Wednesday, March 9.

PIZZERIA TO BE DETERMINED, NEW ORLEANS Anna Zemek, PMQ’s marketing director, and her family will head to the Big Easy March 12 to 14 and check out at least one of the city’s finest pizza shops while they’re there.

If you’re a family-friendly pizzeria operator in New Orleans, how does your pizza stack up against the competition? Does your menu have what it takes to impress Anna, her husband Lou and their two kids? Send an email to anna@pmq.com and let her know why the Zemek clan should drop in on your pizzeria during the trip!

PMQ staffers have dropped in to eat at New Orleans pizzerias like Theo’s (above) and Pizza Kings (right) in the past. Which pizza shop will marketing director Anna Zemek and her family choose this month?

March 2016 pmq.com

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Improve   Social Life HOW TO

YOUR

Digital marketing experts share tips for driving customer loyalty and creating an appealing brand personality through social media.

Compiled by Michelle Bizon

S

ocial media has become a marketing power tool for pizzerias. It’s one of the most cost-effective promotional channels for reaching a vast and broad audience. According to a 2015 study by Pew Research Center, fully 72% of American adults with Internet access—and 62% of all adults— use Facebook. Pinterest is the second-most popular platform, attracting 31% of adult Internet users and 26% of the entire adult population. Even Twitter, the least popular of social media’s Big 5 platforms, commands a huge following—23% of all Internet users and 20% of the entire adult population use it.

For a pizzeria owner, it’s a no-brainer to add Facebook, Twitter, Instagram and other social giants to the marketing repertoire. But you’ll just waste valuable time and resources without a defined plan. To help you maximize your efforts online, the digital team at direct marketing agency Moving Targets, headquartered in Perkasie, Pennsylvania, weighed in on the following prompt: What’s your best social media tip for pizzerias? Here’s what they told us:

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CHRISTA VOHS, Director of Digital Marketing Solutions My best tip for pizzerias is to step away from the conventional sales-focused use of social media and concentrate on authentic customer experiences. Is your pizzeria special because you ship ingredients fresh from New York to maintain the perfect slice? Share a quote from a former Easterner talking about how it tastes like home! Do parents love stopping by on weeknights because you offer coloring books and a balloon artist? Snap a picture of the little ones having fun! Social media should be engaging.

Open the door to your audience, and ask them for feedback at least once per quarter. If a customer gives you an idea that you decide to utilize, show them you value their opinion with a personalized thank-you! Make your fans feel appreciated, and they are more likely to be loyal to your business.

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MICHELLE BIZON, Vice President of Marketing Solutions A pizzeria’s success on social media hinges on two key factors: creating valuable content and getting that content in front of current and prospective customers. When posting, you need a solid mix of self-promotion, networking, curation and randomness that either educates, entertains or engages—and the best content does all three. Feature contests, offers, user-generated photos, behind-the-scenes peeks, testimonials and even the occasional puppy pic to create an online presence that mirrors your customers’ in-store experience. In turn, your fans will listen, share and, ultimately, walk through your door again and again.

Increase your reach by tapping into the power of mainstay best practices (hashtags on Twitter) and trends (video on Facebook), which should all be reinforced by a dedicated social advertising budget to target your ideal prospects.

IAN REPKO, Director of Print Marketing Solutions Engaging your fans with posts on your social sites is important, but you see the best returns when you coordinate in-house promotions with social promotions. Offer a monthly custom pizza special: Tell your customers to come in and write their favorite topping on a card and drop it into a jar. At the beginning of each month, pick three ingredients and, no matter how weird, make that pizza. Give away discount coupons for fans of your social pages and invite them to come in and try your Franken-Pizza.

MARGUERITE HULETT, Director of Technical Marketing Solutions Social media isn’t just about marketing your pizzeria to prospective customers; it’s also about learning from your existing clientele. If someone writes a negative review, don’t blow it off or write a nasty reply. Instead, craft a polite, professional response that addresses their concerns.

Even if you aren’t able to salvage the relationship with the reviewer, you will impress other potential customers with your care and professionalism!

Increase your reach by tapping into the power of mainstay best practices (hashtags on Twitter) and trends (video on Facebook).

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March 2016 pmq.com

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MIKE HULL, Digital Marketing Strategist Post high-quality photos of your food. People aren’t following you for pizza industry news. In between special offers and promos, fill the majority of the space with appealing food pics and the occasional pizza joke. Pizza is pretty widely accepted as being delicious, so contests for gift cards, discounts and free pizza will always get good interaction.

ALEX BEARD, Digital Marketing Strategist My biggest advice is to be different. What makes you special? Why should I spend my money at your business?

Figure that out and let the customer know: Do you have a better deal than your competitors? Is there something special about the way your menu items are made? Does your food look especially appetizing? Social media is a great way to let a broad audience know that your business is worth visiting. Getting customers in the door is half the battle.

Focus on connecting with fans, not just collecting them.

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SHANNON JESTER, Digital Marketing Strategist Engagement is key when it comes to success through social media for pizzerias. Find creative ways to connect with your customers through your social pages, whether it’s with pictures, contests, offers, etc. Not only are you creating your brand online, but you’re making your shop stand out from the rest. Through social media, you are able to start setting up that experience you want your customers to feel when they come in to order. If you are able to build that positive experience before they come in and continue it after they have left, that’s how you’ll get and keep loyal customers.

JENNA GROSS, Chief Marketing Officer Keep your eye on the pies. Social media is just a tool to communicate with your customers. Don’t lose sight of the end goal: building customer loyalty and, ultimately, increasing sales and profits. Focus on connecting with fans, not just collecting them. Make sure your posts are interesting, stay true to your mission, and “keep it real” in your conversation. Create fresh, relevant and interesting two-way conversations, showing your fans you care. They will reward you with trust, loyalty and more business.

Don't forget to respond to comments and engage the customer.

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LAUREN SPRINGER, Digital Marketing Strategist Be sure to add your personal touch or stamp. Customers want to see what their experience is going to be like when they visit you. Be sure to use the same language you use in the shop and real photos of your food, employees and customers. If you do this, it will prove to the customer you are invested in showing them who you are—not just what you sell. Also, don’t forget to respond to comments and engage the customer—it shows you care about what they think and builds loyalty for your brand.

Social media isn’t just about marketing your pizzeria to prospective customers; it’s also about learning from your existing clientele.

Michelle Bizon is vice president of marketing solutions at Moving Targets, a direct marketing agency with more than 20 years of pizza industry experience. Moving Targets helps businesses build trust through campaigns that seamlessly blend print and digital messaging to reach customers at home, at work and on the go. Michelle’s team helps hundreds of businesses engage their community, protect their online reputation and define their competitive advantage daily. Email her at michelle@movingtargets.com.

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SMARTMARKET Industry innovators share their insights and expertise to help you attract more customers and sell more pizza.

PASTA: BEYOND SPAGHETTI AND MEATBALLS Pasta is everyone’s other favorite entrée and, thanks to Marzetti Foodservice, one of the most profitable items you can serve.

HOW TO BUILD A PIZZA EMPIRE—WITHOUT BUILDING MORE PIZZERIAS 24/7 Pizza Box serves the perfect slice of your pizza with the convenience of a vending machine.

March 2016 pmq.com

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Pasta: Beyond Spaghetti and Meatballs Use pasta entreés to create new signature menu items and provide a more varied culinary experience to your diners.

W

ith so many varieties and toppings, adding new pasta entrées to your menu is a great way to create signature items and build profitability.

With more than 400 different varieties available to mix and match with sauces, pasta is just about the most versatile item on any menu. And because it’s traditionally made with simply durum wheat and water, pasta is also one of the highest-profit food items you can serve, with typical markups of between six and 10 times its cost.

Everyone’s Other Favorite Food After pizza, pasta enjoys a great level of consumer interest, as chilly temperatures prompt a desire for heartier fare and people are traditionally ready for a bit of culinary indulgence. “Pasta is everywhere now,” says Suzy Badaracco, president of Culinary Tides, a trends forecaster for the food industry.

“The gluten-free trend has peaked, and now the whole bakery and bread category is on the rise. We’re finally seeing pictures and recipes for pasta returning to magazines and appearing on restaurant menus.”

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Whether choosing tubes, strands, ribbons or unique shapes, pasta offers an opportunity to provide not only comfort, but a bit of culinary adventure, too. A simple plate of noodles, paired with a classically authentic ethnic sauce, can be a trip around the world for your customers. “Foods in the grain category are called ‘the interpreters,’ because they’re the least threatening on the plate,” Badaracco says. “Pasta and sauce are the easiest way to introduce a region’s food, and they really act as tour guides to the meal.”

Every second counts in a busy kitchen, so using Marzetti’s super-speedy pasta will help you plate up those comfort-food meals in record time. It can go directly from the freezer into boiling water, and is ready to serve in under a minute. It looks fresh, tastes delicious, and gives you consistent results every time. Visit the website at marzettifoodservice.com to see all the ways Marzetti Frozen Pasta can meet your menu needs.

PMQ Pizza Magazine The Pizza Industry’s Business Monthly

SMARTMARKET 24/7 PIZZA BOX

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How to Build a Pizza Empire—Without Building More Pizzerias The 24/7 Pizza Box serves the perfect slice of your pizza with the convenience of a vending machine.

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ooking to increase pizza sales?

Try selling your pizza in a vending machine. That’s right. The 24/7 Pizza Box will reheat and serve your pizza in just three minutes.

The machine’s design meets recent shifts in the behavior and expectations of today’s pizza consumer. According to PMQ Pizza Magazine’s 2016 Pizza Power Report, consumers prefer premium pizza, and true to today’s alwaysconnected generation, they want it as quickly as possible.

Enter the 24/7 Pizza Box, where the perfect slice of pizza is—inside the box.

Lynnie Cook, CEO of 24/7 Pizza Box, is not humble about the potential of the machine. “It’s a game-changer,” he says.

“It can cook and vend up to 100 slices in an hour.” But that’s not the real story, Cook notes. “This has massive potential for operators. Pizza ovens sit empty if no one’s placing an order. That’s wasted capacity—and missed opportunity.”

With 24/7 Pizza Box, operators can bake pizzas during off hours, package slices for individual sale into patented cartridges, and stock their machines.

Inside, a proprietary conveyor oven cooks each slice to perfection, on demand. “No microwaves here,” Cook adds.

The Numbers

Nick Melone owns four Il Panificio pizzerias in Sarasota, Florida, and he’s done the math. “It takes $300,000 to $500,000 to expand capacity by opening a new pizzeria,” he says. “With the 24/7 Pizza Box, we’re talking an investment less than 10% of that, and we can move the box to any location.

That’s huge.”

According to Cook, “A machine costs about $30,000. In five years, operators could easily net over $70,000 in additional profit after expenses.”

Cook notes that the machine fits any location, including college dorms, hospital waiting rooms, office buildings, car dealerships—the list is endless.

Beyond Revenue

The 24/7 Pizza Box technology offers a number of benefits, but the easiest to miss is arguably its most important: brand awareness. The pizzeria can brand the entire experience, from the custom

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PMQ Pizza Magazine The Pizza Industry’s Business Monthly

signage on the machine to the advertising on the 32” touch screen. The machine is WiFi enabled, providing an operator with real-time sales and inventory data, as well as ways to connect with consumers after the purchase through emails and coupons.

“The vending machine becomes an extension of the brand—and the restaurant itself,” Cook adds. Surprising potential, yet just what you’d expect from a machine that bills itself as “The World’s Smallest Pizzeria.”

share your pizza with the world MAXIMIZE PROFITS WITHOUT BUILDING ANOTHER PIZZERIA

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Monitor sales activities via Wi-Fi enabled computer.

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2 Stores 108 Slices of YOUR pizza in a custom refrigeration system.

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32-inch touchscreen; Video advertising with sound; Accepts multiple forms of payment.

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VISIT OUR BOOTH #1035 FOR A LIVE DEMO

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ADA, NSF and NAMA Compliant. Made in North America.

PRODUCT SPOTLIGHT

Back to School Universal Promotions has created a school program that helps pizzeria operators differentiate their brands and increase online ordering. Participating schools earn points with each online purchase during a 13-week promotional period. At the end of the promo, schools can order equipment from a selection of more than 2,500 educational items. 412-831-9750, universal-promotions.com

A NaturalLooking Melt Shorter and wider than standard mozzarella shreds, Galbani Dragon Cut Shreds produce a more natural-looking melt with better coverage so you can do more with less.

Its great yield means the gorgeously browned, caramelized sweetness stays where it belongs—on your pizza. Galbani Dragon Cut Shreds are changing the shape of the pizza business! 877-522-8254, galbanipro.com

Freezer to Finished in Minutes Marzetti Foodservice offers frozen, precooked pasta that’s table-ready in seconds. Just drop frozen pasta in boiling water and it’s ready to serve in less than a minute. Marzetti Frozen Pasta is made from the finest ingredients, giving you the quality you need for signature dishes. marzettifoodservice.com

From the Old World For more than 30 years, MaMa LaRosa has been manufacturing delicious old-world pizza dough for the foodservice industry. MaMa LaRosa pioneered the frozen, individually wrapped dough ball, which seals in quality and freshness and makes the dough ball easy to handle. Just thaw and use. There’s no special equipment to buy and no waste, as all dough balls are made to fit any size needed. 734-946-7878, mamalarosafoods.com

The Key to Success

POS Profitability Harbortouch Echo combines the power and functionality of a traditional POS system with the simplicity and sleek design of a tablet. It features intuitive software for quick, accurate order taking, has a built-in time clock to track labor and is fully EMV/NFC compliant. It even allows you to remotely run reports and manage your system from anywhere. 866-286-8744, iharbortouch.com

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Get promotional exclusivity and your own speed dial number in hotels with a comprehensive room key solution. Global Media Group builds partnerships between pizzeria owners and hotels. For one fixed yearly price, Global Media Group will ensure the hotel has sufficient stock of room keys with your store’s promotional information on them.

Graphics, design and shipping are all included in the price. 866-912-3539, pizzaroomkeys.com

FIND THESE PMQ MAGAZINE ADVERTISERS AT THE INTERNATIONAL PIZZA EXPO MARCH 8–10, 2016

ADVERTISER

BOOTH

Marzetti

1313

24/7 Pizza Box

1035

Micro Matic

1206

AM Manufacturing

2537

Microworks

2254

Bag Solutions

2071

Monini, Mutti, Molini

3225

Bay State Milling

2364

MTI printing

1429

Bellissimo

NA

Neil Jones

2035

Edge Ovens

2351

OrderSnapp

2016

Escalon

2563

Our Town America

1722

Fontanini

2335

Ovention

2913

Galbani

1435

PDQ

1613

GI-Metal

2171

Pizza-Savor

935

Grandé

2113

Polselli

2671

Harbortouch

NA

Saputo

2355

Hoshizaki

1259

Somerset Dough Equipment

2055

Italforni

2531

Speedline

1927

Kiki’s Gluten Free

2858

Univex

2023

Lloyd Pans

2464

West Rock

2927

Marra Forni

NA

Winona Foods

1735

Marsal Pizza Ovens

2324

Yamato

1754

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Now you can have a learning management systemMarch specific to 95 2016 pmq.com your company at a very affordable price.

THE PIZZA EXCHANGE BULLETIN BOARD

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PMQ Pizza Magazine The Pizza Industry’s Business Monthly

YOUR ONE-STOP BAG SHOP • UNBEATABLE BAGS AT UNBEATABLE PRICES CALL US TOLL FREE

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more guests. more comfort. more revenue.

Now you can get more use – and more revenue – from your outdoor dining space, while welcoming guests in comfort.

Infratech heating systems come in a range of design and mounting options that blend seamlessly into the décor of any property, from eclectic cafés to sophisticated hot spots to fine restaurants. Our products feature customizable controls that let you configure climate zones for any size space, and provide energy-efficient, eco-friendly operation to complement your ambience.

To learn more about Infratech heaters or to inquire about the show special, please contact: David@Infratech-USA.com or call 800-421-9455.

WWW.INFRATECH-USA.COM | 800-421-9455 2-YEAR WARRANTY | PROUDLY MADE IN USA

March 2016 pmq.com

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THE PIZZA EXCHANGE BULLETIN BOARD

Authentic Foods New Gluten-Free Flours for All Types of Pizza

Call Now for a Free Sample Tel: 310-366-7612 Traditional Taste & Texture Kosher Pareve All-Natural Non-GMO Manufactured in a Dedicated Gluten Free Facility

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PMQ Pizza Magazine The Pizza Industry’s Business Monthly

ADVERTISER INDEX MARCH 2016 Advertiser

Phone Website

24-7 Pizza Box . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 941-328-8303 . . . . . . . .

Allied Metal Spinning . . . . . . . . . . . . . . . . . . . . . . . 718-893-3300 . . . . . . . .

AM Manufacturing . . . . . . . . . . . . . . . . . . . . . . . . . . 219-472-7272 . . . . . . . . .

Authentic Foods . . . . . . . . . . . . . . . . . . . . . . . . . . . . 310-366-7612 . . . . . . . .

Bacio Cheese . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 885-222-4685 . . . . . . . .

Bag Solutions . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 866-228-8646 . . . . . . . .

Bay State Milling . . . . . . . . . . . . . . . . . . . . . . . . . . . 800-553-5687 . . . . . . . .

Bellissimo . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 800-813-2974 . . . . . . . .

Delivery Bags Depot . . . . . . . . . . . . . . . . . . . . . . . . 844-HOT-BAGS . . . . . . .

Edge Ovens . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 888-480-EDGE . . . . . . .

Escalon . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 209-838-7341 . . . . . . . .

Fontanini . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 800-331-MEAT . . . . . . . .

Galbani . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 800-206-9945 . . . . . . . .

Grande Cheese . . . . . . . . . . . . . . . . . . . . . . . . . . . . 800-8-GRANDE . . . . . . .

Harbortouch POS . . . . . . . . . . . . . . . . . . . . . . . . . . 866-286-8744 . . . . . . . .

Hoshizaki . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 800-438-6087 . . . . . . . .

HTH . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 800-321-1850 . . . . . . . . iMenuToGo . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 855-303-6368 . . . . . . . .

KiKi’s Gluten Free . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

La Nova . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 716-881-3366 . . . . . . . .

Liguria Foods . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 515-332-4121 . . . . . . . .

Lloyd Pans . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 800-748-6251 . . . . . . . .

MailShark . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 800-457-4275 . . . . . . . .

Marra Forni . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 888-239-0575 . . . . . . . .

Marsal & Sons . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 631-226-6688 . . . . . . . .

MicroMatic . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 866-327-4159 . . . . . . . .

Microworks . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 800-787-2068 . . . . . . . .

Middleby Marshall . . . . . . . . . . . . . . . . . . . . . . . . . . 877-34-OVENS . . . . . . .

Monini North America . . . . . . . . . . . . . . . . . . . . . . . 203-513-2763 . . . . . . . .

MTI Printing . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 844-785-3083 . . . . . . . .

My Pizza Protector . . . . . . . . . . . . . . . . . . . . . . . . . . 888-766-1120 . . . . . . . .

Neil Jones . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 800-291-3862 . . . . . . . .

Ordersnapp . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 888-402-6863 . . . . . . . .

Our Town America . . . . . . . . . . . . . . . . . . . . . . . . . . 800-497-8360 . . . . . . . .

Ovention . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

PCI Frozen Foods . . . . . . . . . . . . . . . . . . . . . . . . . . 732-707-9009 . . . . . . . .

PDQ POS . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 877-968-6430 . . . . . . . .

Pizza Butler . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 718 894 1212 . . . . . . . .

Pizza Skool . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 517-395-4765 . . . . . . . .

Polselli . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 305-406-2747 . . . . . . . .

Restaurant Depot . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

Saputo . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 800-824-3373 . . . . . . . .

Speedline . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 888-400-9185 . . . . . . . .

Somerset Industries . . . . . . . . . . . . . . . . . . . . . . . . 978-667-3355 . . . . . . . .

Stanislaus . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 800-327-7201 . . . . . . . .

T. Marzetti . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

The Pizza Butler . . . . . . . . . . . . . . . . . . . . . . . . . . . . 718-894-1212 . . . . . . . .

Tyson Foodservice . . . . . . . . . . . . . . . . . . . . . . . . . . 479-290-4000 . . . . . . . .

Univex . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 800-258-6358 . . . . . . . .

Varimixer . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 800-222-1138 . . . . . . . .

Westrock . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 816-415-7359 . . . . . . . .

Winona Foods . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 920-662-2184 . . . . . . . .

XLT Ovens . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 888-443-2751 . . . . . . . .

Yamato . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 262-236-0000 . . . . . . . .

Page

24-7pizzabox.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 93 alliedmetalusa.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 96 ammfg.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 65 authenticfoods.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 98 baciocheese.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 11 pizzajacket.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 87 baystatemilling.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 41 bellissimofoods.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 13 deliverybagsdepot.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . 97 edgeovens.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 71 escalon.net . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Cover Tip fontanini.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 63 galbanicheese.com . . . . . . . . . . . . . . . . . . . . . . . . . . . 38, 39 grandecheese.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3 iharbortouch.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 19 hoshizakiamerica.com/stainless . . . . . . . . . . . . . . . . . . . . . 25 hthsigns.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 98 imenutogo.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 98 kikisglutenfree.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 98 lanova.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Back Cover liguriafoods.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 49 lloydpans.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 51 themailshark.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 96 marraforni.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 21 marsalsons.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 73 micromatic.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 72 microworks.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9 wowoven.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7 monini.us . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 26 mtiprinting.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 78 mypizzaprotector.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . 84 njfco.com/italian . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 35 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 51 ourtownamerica.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 82 oventionovens.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 16 pcifrozenfoods.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 80 pdqpos.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 33 thepizzabutler.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 65 pizzaskool.com/demo . . . . . . . . . . . . . . . . . . . . . . . . . . . . 95 manzofood.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 55 restaurantdepot.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 67 saputousafoodservice.com . . . . . . . . . . . . . . . . . . . . . . . . . 15 speedlinesolutions.com/results . . . . . . . . . . . . . . . . . . . . . 45 smrset.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 79 stanislaus.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4, 5 marzettifoodservice.com . . . . . . . . . . . . . . . . . . . . . . . . . . . 91 thepizzabutler.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 65 tyson.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2 univexcorp.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 53 varimixer.com . . . . . . . . . . . . . . . . . . . . . . Inside Back Cover westrock.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 30, 31 winonafoods.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 82 xltovens.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 58, 59 yamatocorp.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 78

PMQ provides this information as a courtesy to our readers and will not be held responsible for errors or omissions. To report an error, call 662-234-5481 x127.

March 2016 pmq.com

99

THE PIZZA EXCHANGE PIZZA INDUSTRY RESOURCE GUIDE ACCOUNTING

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BAKING STONES FIBRAMENT-D BAKING STONE.....................................................www.bakingstone.com 708-478-6032 ......................................NSF approved baking stone for all ovens by AWMCO

BEVERAGES ON TAP

Mark Wutz VP National Accounts MWutz@cellones.com

CHEESE

Made by us from our own cows’ milk!

Mozzarella & More!

We ship anywhere.. giftboxes, orders, etc.

Call- 715-286-4007 www.gingerbreadjerseycheese.com

Authentic Flavor for Modern Menus CHEESE

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CHEESE SHAKERS

100

PMQ Pizza Magazine The Pizza Industry’s Business Monthly

WinonaFoods.com

SEE US AT PIZZA EXPO! #1735

920.662.2184

THE PIZZA EXCHANGE PIZZA INDUSTRY RESOURCE GUIDE COMPUTER SYSTEMS: POINT OF SALE

COMPUTER SYSTEMS: POINT OF SALE, CONT.

WE’RE IN TOUCH WITH YOUR POS NEEDS.

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DESSERTS

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DOUGH

March 2016 pmq.com

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THE PIZZA EXCHANGE PIZZA INDUSTRY RESOURCE GUIDE DOUGH, CONT.

DeIorio Foods

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DOUGH TRAYS/PROOFING TRAYS

blog.DeIorios.com

DeIorios.com

• 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!

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dough presses, dough dividers/divider rounders, dough dockers, carts and accessories

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

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Traditional Pizza Flours, Whole Grain Flours, Pizza Crust Mixes, Private Label Packaging, Proprietary Blending, Custom Development For more information call 1-800-553-5687 or visit www.baystatemilling.com

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THE PIZZA EXCHANGE PIZZA INDUSTRY RESOURCE GUIDE FLOUR , CONT.

FRANCHISING, CONT.

FRYERS BE THE

KING OF

Full line of Flour: Pizza, Pasta, Bread, Pastries, Gluten Free, & Whole Grains Imported Exclusively by: Manzo Food Sales, Inc. Tel. (305) 406-2747.........www.manzofood.com

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March 2016 pmq.com

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THE PIZZA EXCHANGE PIZZA INDUSTRY RESOURCE GUIDE GLUTEN-FREE W H PRODUCTS O L E S O M

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&

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MACHINERY/EQUIPMENT

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PMQ Pizza Magazine The Pizza Industry’s Business Monthly

MIXERS

RANDELL

PREP TABLES

AMERICAN RANGE

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SOMERSET

PARTS SMALLWARES

1-800-426-0323

www.northernpizza.com

IMPERIAL

THE PIZZA EXCHANGE PIZZA INDUSTRY RESOURCE GUIDE MACHINERY/EQUIPMENT, CONT.

MARKETING IDEAS A Gift For Your Customers

Or Retail Promotion

Custom Branded Bottle Openers

Reasonable Minimums

Set Your Pizzeria Apart From The Rest!

Made in the U.S.A.

www.cymba.com •978-652-9622•info@cymba.com

MANAGEMENT MAGNETS keep more of your hard earned dough!

3 money saving programs:

sCheduLing • aTTendanCe • daiLy Log

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save time and increase profits!

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MEAT TOPPINGS

PRESTIGE FOODS ............................314-567-3648 ........................MEATTRADER@MSN.COM Low Closeout Pricing! Call for this week’s special. For Deals That Go To Your Bottom Line.

March 2016 pmq.com

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THE PIZZA EXCHANGE PIZZA INDUSTRY RESOURCE GUIDE MIXERS

MUSHROOMS

USED HOBART 60 QT. MIXER FOR SALE AT US $4980.00 PLUS SHIPPING. Call Lynn at 214-552-3218.............................................................................. or e-mail tbfm@tbfm.com

Precision HD-60 Pizza Mixer 7-Year Unconditional Parts Warranty on all gears and shafts in the planetary and transmission!

Holdsbowl! art 80-qundles a Ha . bag 0 5 lb our! of fl

www.pizzamixers.com • 1-877-R-MIXERS

We don’t take a canned approach to mushrooms.

OLIVES

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Handles 50 lb. bag of flour • Direct gear drive transmission Rigid cast iron construction • Best warranty in its class

Globe Food Equipment Co. | www.globefoodequip.com

Mixing, Dividing, Rounding, and Spinning www.univexcorp.com Tel. 800-258-6358 Fax. 603-893-1249

The Original Variable Speed Mixer

Varimixer Strong as a Bear.

ON HOLD MARKETING

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www.varimixer.com V6OP

mixer@varimixer.com • 14240 South Lakes Dr • Charlotte, NC

MOBILE CATERING TRUCKS/UNITS ONLINE ORDERING

MOISTURE-ABSORBENT TOPPINGS CONDITIONER/SUPPLIES

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PMQ Pizza Magazine The Pizza Industry’s Business Monthly

Mushrooms

Avondale, PA | 610.268.8082 to-jo.com | info@to-jo.com

THE PIZZA EXCHANGE PIZZA INDUSTRY RESOURCE GUIDE ONLINE ORDERING, CONT.

PIZZA BOXES

CUSTOMIZE YOUR PIZZA BOX Doing It The American Way! TAKE YOUR IMAGE TO THE NEXT LEVEL 7” to 36” Custom Boxes and Odd Sizes Available

UP TO 4-COLORS | NO PLATE FEES* *CALL US FOR DETAILS

888.400.3455 ext.107 | www.wpackaging.net 2001 East Cooley Drive, Colton, CA 92324

PIZZA BOX INSERTS

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Carrie Yanke-Customer Service Rep 724-657-3650 • ccd.pop@ccd-pop.com Check our our informational blogs!

www.creativecolordisplay.com PIZZA BOX LINERS

ONLINE ORDERING PROMOTIONAL PROGRAMS

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Quality Ingredients. Safe Boxes.

816.415.7359 • PizzaBoxes@WestRock.com © 2016 WestRock Company. All rights reserved.

pmq.com/Recipe-Bank/ March 2016 pmq.com

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THE PIZZA EXCHANGE PIZZA INDUSTRY RESOURCE GUIDE PIZZA DELIVERY THERMAL BAGS

Metal is the right choice.

Aluminum is lighter and longer lasting that wooden peels.

Introducing the ultimate perforated pizza peel to easily sift away excess flour.

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PMQ Pizza Magazine The Pizza Industry’s Business Monthly

THE PIZZA EXCHANGE PIZZA INDUSTRY RESOURCE GUIDE PIZZA DELIVERY THERMAL BAGS

PIZZA OVENS, CONT.

YOUR ONE-STOP BAG SHOP • UNBEATABLE BAGS AT UNBEATABLE PRICES PRICES AS LOW AS

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PIZZA OVENS

TRADITIONAL, FAST CASUAL, ARTISAN...

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Stone Deck, Pizza Dome, and Bakery

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

WWW.XLTOVENS.COM

EARTHSTONE OVENS, INC. ...............6717 San Fernando Rd...................Glendale, CA 91201 800-840-4915 .......................Fax: 818-553-1133.......................... www.earthstoneovens.com All units UI listed.

MARSAL & SONS, INC. ................................................ The new standard in the Pizza Industry Brick Lined Deck Ovens • Standard Deck Ovens • Prep Table Refrigeration 631-226-6688......................... marsalsons.com ........................ rich@marsalsons.com 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

PIZZA PANS

TO ORDER CALL (316) 943-2751 | TOLL-FREE: (888) 443-2751 | FAX: (316) 943-2769

March 2016 pmq.com

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THE PIZZA EXCHANGE PIZZA INDUSTRY RESOURCE GUIDE PIZZA PANS, CONT.

PRINTING

Introducing

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P.A. PRODUCTS, Inc. BAKEWARE SPECIALISTS

33709 Schoolcraft • Livonia, Michigan 48150 (734) 421-1060 • FAX: (734) 421-1208 www.paprod.com PIZZA PEELS

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PMQ Pizza Magazine The Pizza Industry’s Business Monthly

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

THE PIZZA EXCHANGE PIZZA INDUSTRY RESOURCE GUIDE PRINTING, CONT.

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P R I N T E R S & M A I L E R S March 2016 pmq.com

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THE PIZZA EXCHANGE PIZZA INDUSTRY RESOURCE GUIDE PIZZA SUPPLIES, CONT.

PRIVATE LABELING

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

REFRIGERATION

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

YamatoCorp.com (262) 236-0000

SECURITY

SPICE FORMULATION, BLENDING & PACKAGING

see more at

www.marsalsons.com 112

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PMQ Pizza Magazine The Pizza Industry’s Business Monthly

THE PIZZA EXCHANGE PIZZA INDUSTRY RESOURCE GUIDE SUPER DOUGH BOWLS

TRAINING

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

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TOMATO PRODUCTS

Get the latest and greatest in pizza news, recipes, videos, marketing strategies and technologies at www.pmq.com!

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March 2016 pmq.com

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PIZZA HALL OF FAME www.pizzahalloffame.com

(Clockwise from left) The iconic John’s storefront has been a Village staple since the ’30s; coal-fired pizzas remain the business’ cornerstone; John Sasso (front left) proudly mans his new pizzeria; customers wait in line in the ’80s—and still do today.

John’s Pizzeria Since 1929, this decidedly old-school landmark has earned worldwide fame as one of the original—and still one of the most popular—pizzerias in New York City.

By Tracy Morin

A

fter plying his trade at Lombardi’s in New York’s Little Italy, pizza maker John Sasso was ready to strike out on his own. He bought a small storefront on Sullivan Street, opening his eponymous pizzeria in 1929. By the early ’30s, he moved operations (and his circa-1909 coalfired oven, purchased from a bread baker to create his signature pies) to its current location at 278 Bleecker, a bustling street in the heart of Greenwich Village. Sasso sold the business in 1954 to Augustine “Chubby” Vesce and his brother, and “Chubby” ran the pizzeria until the mid-’80s, the decade when John’s expanded to meet demand, taking over the storefront next door.

Today, Bobby Vittoria sits at the famous pizzeria’s helm as its controlling partner, with about a half dozen of his own relatives lending a hand to ensure a top-quality prod-

uct. “Our employees and customers are extended family, and everybody here is proud of what they’re doing,” says Daniel Frank, online manager for John’s. “We’re still running it as a family, and we’re supertight. John’s just feels like home to us.”

Indeed, the pizzeria has invested in this iconic NYC neighborhood for years, but the love flows both ways. Waiters and managers have stayed loyal for decades, and fans of the crispy coal-fired pies flock to the pizzeria, often standing in lines that stretch down the street. Celebs including Frank Sinatra and Billy Crystal have been familiar faces at John’s, while media personalities such as Jon Stewart and Howard Stern have promoted the pizzeria on-air. Outlets from The New York Times to the Food Network also have given glowing reviews.

“We’ve always tried to keep everything simple and original, with whole pies

only (no slices) and no delivery,” Frank notes. “People are connected to that nostalgia, and we want to maintain the integrity of the original.”

Staying true to the old-school can be a challenge for John’s, a cashonly, POS-less business with a limited menu and a lived-in, vintage vibe, where a 1930s register still makes change for customers. High rents and property taxes in Manhattan, ever-evolving safety codes, and one of the most competitive pizza markets in the world have kept the family on its toes. But a strong base of neighborhood clients and visitors from around the globe cement it as a true New York landmark and keep the business thriving after more than 80 years. “It would be foolish to complicate things; the more you have, the more you can mess up,” Frank says, laughing.

“We would never sacrifice quality for money or tarnish our name.”

HAS YOUR PIZZERIA BEEN IN BUSINESS FOR 50 OR MORE YEARS? IF SO, CONTACT US AT TRACY@PMQ.COM. 114

PMQ Pizza Magazine The Pizza Industry’s Business Monthly