PMQ Pizza Magazine April 2016

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PMQ PIZZA MAGAZINE | April 2016 | Volume 20, Issue 3

APRIL 2016 | WWW.PMQ.COM

Find Your

The Pizza Industry’s Business Monthly | PMQ.com

Tribe &pizza reinvents fast-casual with branding smarts and pop-culture flair PAGE 32

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Now on PMQ’s Pizza Kitchen: Cheese Pockets For this easy, cheesy appetizer, all you need is some dough, about an ounce of your favorite cheese and a little milk. For the perfect finishing touch, top it off with crushed tomatoes, some basil and a sprinkling of Parmesan, and you’ve got a signature appetizer that’s the perfect year-round comfort food.

Brian Hernandez walks you through the recipe at PizzaTV.com!

Now on PMQ.com WEBSITE EXCLUSIVES: Is This Al Capone’s Secret Family Recipe?

A New York judge upheld a New York City Board of Health rule requiring some restaurants to post warnings on their menus about high-sodium content in their food. The National Restaurant Association (NRA) argued that the rule singles out chains and could cause them “irreparable harm.”

When G-men raided mobster Al Capone’s warehouses in search of bootleg booze in the 1920s, family legend has it they uncovered a stash of secret Italian recipes instead. We share one of them—for Capone’s Original Agli Olio Walnut Sauce—in this PMQ. com exclusive.

Hillary Clinton: The Pizza Queen of 2016?

Roberta’s Online Pizza Prowess

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Judge Upholds Rule On Sodium Warnings

Love her or hate her, Hillary Clinton has far outspent other presidential candidates on pizza— and most of that cash has gone to smaller independents. Learn how much Clinton has spent with single-unit shops on the campaign trail and how other candidates rank at PMQ.com.

6

In his new blog, Slinging Pies, PMQ’s IT specialist, Aaron Harris, looks at Roberta’s, a Brooklyn pizzeria with a website that’s ranked No. 30 in PMQ’s Top 100 Pizzeria Websites. Aaron explains what makes Roberta’s site work—and a mistake or two that could be hurting them with customers.

PMQ Pizza Magazine The Pizza Industry’s Business Monthly

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PMQ PIZZA MAGAZIN 2016 E | April | Volume

OM

20, Issue 3

Contents

| WWW.PMQ.C

APRIL 2016

ON THE COVER ’s Busines Industry s Monthly

Rebels With a Cause

The Pizza

32

Find Your

m | PMQ.co

Tribe s fast-casual &pizza reinventsmarts and with brandingflair PAGE 32 pop-culture

With its polished branding, trendy quick-service model and a memorable logo that symbolizes connection, Washington, D.C.-based &pizza aims to be seen as the pizza shop of the 21st century. By Tracy Morin

42

FEATURES

42

Italy’s Gourmet Meats

RUSSO’S

Explore the full range of Italian meats and learn how they can be paired with nearly everything on your existing menu—with delicious results. By Liz Barrett

50

The Great Outdoors As spring weather approaches, now is the time to cash in on your outdoor space by adding patio dining.

By Tracy Morin

58

The Mix Masters

DANNY KLIMETZ

Selecting the perfect dough mixer is more complicated than it sounds. Fortunately, the Dough Doctor knows the answers to virtually every mixer question you’ve got.

By Tom Lehmann

64

Party Like It’s 1989 With its gnarly combination of glam-metal decor, vintage arcade games and award-winning pizza, Adam Matt’s Slice of the 80s captures the essence of a totally tubular era.

By Andy Knef

58 72

Victory in the House The House of Representatives has approved a bipartisan bill that could make life easier for pizzeria owners dealing with federal requirements for nutritional labeling.

By Andy Knef

SLICE OF THE 80S

50

64 8

PMQ Pizza Magazine The Pizza Industry’s Business Monthly

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PIZ Z

E R IA

TICA R US

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DEPARTMENTS

16

In Lehmann’s Terms: Adding Ice to Pizza Dough Tom “The Dough Doctor” Lehmann reveals a cool trick for controlling dough temperature.

18

New York’s Finest: Ham and Peas Rigatoni This creamy, savory pasta dish is an old family favorite in the Bruno household.

20

18

Accounting for Your Money: Cashing in On the FICA Tip Credit If your restaurant qualifies for this little known tax credit, it could save you hundreds of dollars per employee each year.

VIA PMQ’S THINK TANK

22

The Art of Marketing Liz Barrett offers five ways to retain customers and five tips for creating a memorable chalkboard menu.

28

The Think Tank: Designing a Better Box Topper Members of the pizza industry’s most popular online forum swap ideas for designing the perfect box topper and coupon offer.

20 30

Recipe of the Month: Cheesy Garlic Bruschetta Sticks Easy to make and highly profitable, these delectable breadsticks from DeIorio’s are a pizzeria owner’s dream-come true.

76 SALVATORE’S PIZZA

As Missy Assink reports, the pizza business is thriving in Russia despite economic sanctions, and pizza makers flock to Brazil for a culinary competition and industry conference.

98

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

Don’t miss our latest PMQ Pizza Kitchen installment, featuring test chef Brian Hernandez making Cheese Pockets, the perfect year-round signature appetizer for any menu. Visit PMQ.com/digital to view the digital edition, or download our tablet app at iTunes, Google Play and Amazon.com.

10

Pizza Without Borders

Pizza Hall of Fame: Salvatore’s Pizza For more than 60 years, Salvatore’s Pizza has thrived as a brick-andmortar pizzeria, a fixture at the fair and, now, a pizza-product retailer.

IN EVERY ISSUE 6

Online at PMQ.com

12

From the Editor

14

From the Inbox

24

Moneymakers

28

The Think Tank

74

Where We’ve Been, Where We’re Going

78

Product Spotlight

83

Advertiser Index

84

The Pizza Exchange

PMQ Pizza Magazine The Pizza Industry’s Business Monthly

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FROM THE EDITOR

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

A PUBLICATION OF PMQ, INC. | 662-234-5481

The Little Things Can Hurt You

S

ometimes, the people I love and respect let me down. It happens to everyone. We’re all human and flawed. But when a pizzeria lets me down, that’s different. I hold pizzerias to a higher standard. I don’t demand perfection, but I do require a certain degree of professionalism and common business sense.

Lately, I’ve seen my expectations confounded again and again. One recent Friday night, I called a nearby pizzeria to place a carryout order and listened to the phone ring and ring on their end. No answer, no switch-over to voice mail, nothing. I hung up, waited a couple of minutes and tried again. Same thing. By the fourth time, I began muttering vehement oaths and ordered sushi instead. And I wondered, how many other customers experienced the same problem that night? And how many said, “To heck with it,” and popped a Totino’s in the oven? How often does this happen? How much business has been lost because of it?

An online ordering option on the pizzeria’s website would have solved the problem and ensured my repeat business. As it is, I probably won’t order from them again anytime soon.

While in New Orleans, I ran into a different problem. One pizzeria’s website hooked me with its mouthwatering food shots and menu item descriptions…until I encountered a troubling mystery: Where the heck was this place? There was no address listed on the site. What was it, a ghost pizzeria? I searched the entire site, and the mystery remained. A restaurant website that doesn’t tell you where the restaurant is located is a failed website. (Yes, there was a phone number I could call, but that was an extra step I shouldn’t have been forced to take.)

Do these sound like trifling complaints? Maybe, but here’s the bottom line: In both cases, I spent my money elsewhere. And I’m probably not the only one. I urge you to review your operation and ponder these “minor” errors that could be hurting your business. How are you losing potential customers, and why? Are you making your pizzeria harder to reach or find? What are the solutions? Don’t let the problems fester—get cracking today. Don’t make me call you out in this space. Next time, I might name names!

VOLUME 20, ISSUE 3 APRIL 2016 PUBLISHER

Steve Green, sg@pmq.com ext. 123

CO-PUBLISHER

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

Rick Hynum, rick@pmq.com 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

Rick Hynum Editor-in-chief PMQ Pizza Magazine PMQ PIZZA MAGAZINE | April 2016 | Volume 20, Issue 3

ON THE COVER: APRIL 2016 | WWW.PMQ.COM

Find Your

The Pizza Industry’s Business Monthly | PMQ.com

Tribe &pizza reinvents fast-casual with branding smarts and pop-culture flair PAGE 32

12

&pizza dispatches teams of roller-skating ambassadors to give away gift cards and swag in Washington, D.C. It’s all part of &pizza’s bold neighborhood marketing strategy.

CONTRIBUTORS

Chef Santo Bruno, Tom Lehmann, Michael Rassmussen

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.

PMQ Pizza Magazine The Pizza Industry’s Business Monthly

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FROM THE INBOX

BIRTH OF THE CRAB WAFFLE Here at Pat’s Pizzeria, we make an amazing crab dip with colossal lump crab meat—it’s spiced perfectly and very creamy! We serve it in our sourdough bread bowl. Alone, it’s a very popular appetizer for us, but we also kicked it up a couple of notches when we married the crab dip with our crispy waffle fries, topped with our fresh pizza cheese. Boom! The Crab Waffle was born! We also make an amazing Crab Dip Pie in addition to our Famous Crab Waffle Fries Pie. The Yummy Patrol at Pat’s Pizzeria takes pride in our passion for quality!

REMEMBERING FRANK MASTRO I’m writing to tell you about a project that I’m working on with Norma Knepp, the owner of Norma’s Pizza in Manheim, Pennsylvania, and the 2016 Caputo Cup winner, and Scott Weiner, owner of Scott’s Pizza Tours in New York. It’s the story of Frank Mastro and his family. Frank invented the gas deck oven in the 1930s, the first pizza school, the first pizza franchise, dough retarders, frozen dough and the pizza box. I have recorded several hours of interviews with Frank’s daughter, Madeline Mastro Ferrentino, and we hope PMQ can use the material to do a story on Frank Mastro and share it with the pizza world. Mastro often said that pizza would one day surpass the hot dog in popularity, and it sure has!

Walter Gloshinski Smiling With Hope Pizza Reno, NV Thanks for sharing these materials, Walter. We have reached out to Mrs. Ferrentino, and we look forward to telling her father’s story in a future issue of PMQ.

FIND US ON SOCIAL MEDIA: 14

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Peter Anastasi Pat’s Pizzeria Edgewood, MD via Facebook

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We love your creativity and originality, Peter. The Crab Waffle looks delicious!

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PMQ Pizza Magazine The Pizza Industry’s Business Monthly

FromtheInboxApril16.indd 14

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IN LEHMANN’S TERMS

Adding Ice to Pizza Dough If your dough gets too hot during the mixing process, ice can help—but only if you follow the proper procedure.

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.

16

Q

Last summer, we had to use ice to keep our dough from getting too hot during the mixing process, but the dough always came out sticky. Can you recommend a fix?

A

The stickiness comes about when the added ice melts so late in the mixing cycle that the released water never gets fully incorporated into the dough. This can happen if you use too much ice or the wrong type of ice. For example, cube and tube ice both have less surface area per given weight and a thicker cross-section, so they melt too slowly for the mixing process.

Instead, I recommend using chipped, shaved or crushed ice.

When adding ice to your dough, add it directly to the dough water and stir to dissolve some of the ice and chill the water. Then you can mix the dough as usual. This approach yields less ice to melt while still providing the benefit of cooling the water. However, there will be times when you’ll need so much ice that this won’t work. In that case, first add the ice into the water and stir for a few seconds. Mix the dough in the normal manner for about four minutes, then stop mixing and allow the dough

to set in the mixer for at least five minutes. This will allow time for all, or at least a good portion, of the ice to melt. Mixing can then be resumed for the normal amount of time.

When using this procedure, listen to the dough as it is mixing; if you hear a “tink, tink, tink” sound, that’s just the ice particles hitting the side of the mixing bowl and is perfectly normal—up to a point. You don’t want to hear this sound when the mixing process is within four minutes of completion. If you still hear it, immediately stop the mixer to allow time for the ice to continue melting before you resume mixing. Otherwise, you’ll end up with sticky dough and, in some cases, severe bubbling during baking.

PMQ Pizza Magazine The Pizza Industry’s Business Monthly

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NEW YORK’S FINEST

Ham and Peas Rigatoni This hearty, creamy comfort-food dish is an old family favorite in the Bruno household.

H

ello, my readers! This month’s dish is very simple and can be made in your kitchen quickly.

It’s a pasta dish featuring ham, peas, onions and mushrooms. I first started making this dish for my family years ago, and it became one of their favorites. So I then decided to make it for the restaurant that I owned at the time. Now I think you should add it to your menu as well.

You can make this dish with your choice of shell pasta, but I prefer rigatoni. Its grooves and holes go perfectly with any creamy sauce. All in all, this is a hearty, savory comfort-food dish that your customers will enjoy and ask for all the time. Mangia!

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.

18

INGREDIENTS: 1¼ c. rigatoni (or other medium-size shell pasta) 1 tsp. margarine ½ c. chopped onions 1½ c. fresh mushrooms, sliced 1 oz. ham, cut into strips 1 tbsp. flour ½ c. milk ½ c. frozen peas 2 tbsp. grated Romano cheese

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PMQ Pizza Magazine The Pizza Industry’s Business Monthly

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ACCOUNTING FOR YOUR MONEY

Cashing in On the FICA Tip Credit This little-known tax credit can save you hundreds of dollars per employee every year.

By Mike Rasmussen

Q A

Does my restaurant qualify for the FICA tip credit?

The IRS Section 45B tax credit is available to employers who operate a food or beverage establishment where tipping is customary and where food or beverages are served either on or off premises for consumption. Also known as the tip credit, it provides a means of recovering FICA taxes that you’ve paid on tips in excess of the minimum wage. This credit can save you hundreds of dollars per employee each year, but you have to request it on your tax returns.

As the employer, you must compile the employee payroll records needed to prepare IRS Form 8846, “Credit for Employer Social Security and Medicare Taxes Paid On Certain Employee Tips.” This includes quarterly and year-to-date totals for tips, tips-to-minimum calculations and FICA tax credits.

For you to qualify for this credit, all of your nonexempt employees must make at least the federal minimum wage. In states with a minimum wage that’s higher than the federal minimum wage, the higher wage applies. An employee’s compensation may be totaled from different types of payment received, such as hourly wages, tips and gratuities that the employee records, plus meals provided 20

by the restaurant to the employee. Employees must keep an accurate record of daily tips, whether paid by cash or credit, and provide you with a total amount annually.

It’s your responsibility to make sure they give you the information you need.

Your restaurant accountant should include the tip credit in annual tax filings, but you may want to make sure Form 8846 has been attached to your return. If not, reach out to your accountant right away!

Another tax credit to keep in mind is the federal work opportunity tax credit, which encourages employers to hire new employees from “targeted groups,” such as food stamp recipients between 19 and 39 years old, veterans receiving food stamps and vocational rehabilitation referrals. The credit ranges from $2,400 to $9,000 per qualified employee.

Other available credits include federal and state empowerment zone credits; renewal employment credits; federal Indian employment credits; state point-of-hire credits; and state training and retraining credits.

t

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.

PMQ Pizza Magazine The Pizza Industry’s Business Monthly

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THE ART OF MARKETING

51

WAYS to retain

CUSTOMERS Provide great value and service.

“Give the customer a great perception of value for his meal and provide outstanding, fast and friendly service,” says Tom “The Dough Doctor” Lehmann, a dough management consultant in Manhattan, Kansas. “There’s a lot to be said for being ‘down-home friendly.’”

2

Show appreciation and respect. “The best way to get a customer to come back is to make them feel appreciated and respected,” says Vanessa Maltin-Weisbrod, executive editor at Delight Gluten Free Magazine. “In terms of the community that I work with, a pizzeria that has employees who care about food allergies and are well-informed and offers safe practices will have customers for life.”

4

Offer something unique. “A pizzeria that has average pizza but an excellent beer list could attract a customer base that’s excited about experiencing unique beverages,” says Jason Feirman, creator of IDreamofPizza.com.

“Unique offerings don’t even have to be food-related; a family-oriented pizzeria could set up an air hockey table or other games in a back room, placing the focus on the overall experience.”

22

3

Make every guest feel like a star. “Make the customer feel important,” says Jonathan Porter, owner of Chicago Pizza Tours in Chicago. “Ask them if they live in the neighborhood or if they are visiting.

Engage with them.”

Show them the love! Scott Wiener, owner of Scott’s Pizza Tours says it best: “Customers come back when they feel loved.”

5

PMQ Pizza Magazine The Pizza Industry’s Business Monthly

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Looking for more marketing ideas and insights? PMQ has you covered! By Liz Barrett

Tips&Tricks DIY Chalkboard Menus

If you want to try your hand at the popular chalkboard menu trend, it’s not as hard as it looks. You’ll just need a chalkboard, chalk, a ruler, a wash rag and a little patience. Here are a few general rules:

TRY THIS!

popular cials based on e sp u n e m e blic’s Creat ptured the pu a c e av h at th rones or T V shows k Game of Th in th — n io re at imagin . Millennials a ck la B w e N e at use Orange Is th businesses th to n w ra d y rl aigns. particula arketing camp m ir e th in r o hum

ALWAYS HAVE A PLAN Draw out your design on paper first. Once you know what you want, measure it out on your chalkboard before starting to draw.

PLAY AROUND WITH DIFFERENT FONTS Check out font websites and books to find fonts that you like.

Varying fonts and sizes can really make your board stand out.

DON’T BE AFRAID TO MAKE A MISTAKE It might not be perfect the first go-around. That’s why you have a wash rag to touch up any misprints.

GET COLORFUL Black and white is great, but the menu boards that really stand out also integrate some color into them. Grab some color chalk and have some fun.

START SMALL While 6’ chalkboard menus certainly make a statement, you probably want to start out with a countertop specials board when you’re just testing your skills. Work your way up to the full-wall menu.

MARKETING TO MOMS For Mother’s Day (May 8), create a special mom-friendly brunch that pairs your specialty pizzas with the perfect wines, plus a complimentary dessert. For that extraspecial touch, hand out pink roses to every mother who dines in your restaurant.

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MONEYMAKERS

Stairmaster Climbs to World Record

When it comes to delivering pizza to high-rise buildings, Joe Aurelio III, owner of the Aurelio’s Pizza franchise in Arlington Heights, Illinois, doesn’t mind taking the stairs—even if it means trudging up 95 floors. Aurelio cleared a total of 1,623 stairs to deliver a cheese pizza to volunteer medics during the 2016 Hustle Up the Hancock race at Chicago’s John Hancock Center in February. The annual event, which raises funds for the Respiratory Health Association, gave Aurelio the chance to break a world record for the highest pizza delivery on foot.

He trained for weeks to make the delivery, a challenge that earned his pizza shop free publicity in the Chicago Sun-Times and Chicagoist.com. Aurelio’s staff delivered an additional 19 pizzas to the medical team for the event, but they did it the easy way—by elevator.

Joe Aurelio set out to break a world record for the highest pizza delivery on foot during Chicago’s Hustle Up the Hancock fundraiser in February.

History Never Tasted So Good

Sean Berthiaume of Vinnie’s Pizzeria has created hundreds of off-the-wall pizza recipes, mostly inspired by pop culture and featured on his illustrated menu boards.

The boards can also be viewed on Berthiaume’s Tumblr page at specialbored.tumblr.com.

Sean Berthiaume knows how to teach presidential history without leaving a bad taste in your mouth. The co-owner of Vinnie’s Pizzeria in Brooklyn, renowned for his ingeniously creative menu board featuring original illustrations and cleverly named pies, devoted 44 days this winter to a pizza menu inspired by U.S. presidents. Every daily special featured a new recipe and a new commander-in-chief, from George Squashington and Hummus Jefferson to Warren G. Charred-Wing. “I love history and presidents and wanted to challenge myself to do a board every day for a month and a half,” Berthiaume says. “Our bestseller has been the Chester A. Artichoke, made with artichoke hearts, fresh garlic, creamy pesto sauce, extra cheese and basil leaves. It’s a real simple slice, but people keep coming back to ask for it.”

Quick Tip 1: Get Creative With Shared Photos Instead of asking social media fans to share photos of your food to win contests, try something different now and then. Mikey’s Late Night Slice in Columbus, Ohio, gets creative with pics from famous movies, retouching them to add that clever Mikey’s spin, such as this photo of Milla Jovovich, from The Fifth Element, flashing a Mikey’s gift card.

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Mikey’s Late Night Slice in Columbu clever spin s, Ohio, pu on famous ts its own movie imag es.

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MONEYMAKERS

A Heart-to-Heart Promotion

When a group of big-hearted kids wanted to help a local man whose own heart was failing, they turned to Brian Weavel, their Sunday school teacher and owner of Anna’s Pizza & Pasta in Winnebago, Illinois. Before long, their planned fundraiser mushroomed into a major community event that raised more than $4,300 for the family of Jeff Glaser, who has been living in a hospital and waiting for a heart transplant for months. “This whole fundraiser started very simply, with just our 10 Sunday school class members coming up with an idea for a pasta dinner event called the Heart Café,” Weavel recalls. “The idea then just took off and soon included all of our church’s Sunday school and confirmation classes.” Before long, other local businesses were donating to the event, which featured a pasta luncheon, an art auction and a dessert auction. “We even had a violinist walking from table to table,” Weavel says. “It truly became an incredible community event.”

The Heart Café fundraiser at Anna’s Pizza & Pasta helped raise funds for the family of Jeff Glaser, shown here with his sister, Melissa Pacific. Glaser relies on intravenous drugs to stay alive and is waiting for a heart transplant in a Madison, Wisconsin, hospital.

Quick Tip 2: Create a Mentoring Program Encourage your best servers to act as sales mentors to their underperforming colleagues. Offer rewards to mentors and pupils alike when the latter improve their sales or meet certain goals.

A Grand Social Experiment

A decidedly grown-up Valentine’s Day promo drew 60 contestants—plus more spectators—to Mikey’s Late Night Slice in Columbus, Ohio. The pizzeria teamed with Pabst Blue Ribbon and Jagermeister to conduct “a grand social experiment” that combined speed dating with Cards Against Humanity, a party game in which players complete fill-inthe-blank statements with often risqué themes. Mikey’s had to limit the game to 60 people, turning away others who wanted to participate, and later announced plans to make it a monthly event.

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A Valentine’s Day mash-up combining speed dating with Cards Against Humanity packed the house on Valentine’s Day at Mikey’s Late Night Slice.

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THE THINK TANK

Designing a Better Box Topper Members of PMQ’s Think Tank brainstorm on box topper design and crafting the perfect coupon offer.

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eorgiascp: I’m trying to redesign our box topper and could use some inspiration or ideas.

What do you guys put on your box toppers?

I have attached a picture of our current box.

Warren: I used to drive for an independent store in Las Vegas. Instead of toppers, we spent $30 on the biggest rubber stamp we could find and stamped the inside of the lid with the store’s name and number. As for toppers, you may want to have two or three different ones. If someone orders, say, a medium two-topping pie for $8.99, give them a bundle offer with pop and breadsticks for $10.99 or $11.99. If someone orders two pizzas, they get a twopie bundle offer. This may help raise tickets by creating offers based on what they ordered.

URNUTS: When I would print 50,000 toppers, I never printed 50,000 of the same version. I always mixed it up, doing five versions at 10,000 each. I’d mix them up, so I knew that a variety of toppers was going out. I wanted the same customers to get a different version each week, even on the same order. bodegahwy: When we print box toppers, we usually do a run of 40,000. They cost about four cents each in full color. Each one has four offers, so placement cost is about one cent per coupon. In the past, I have taken the various

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This sample box topper from San Clemente Pizza Co., shared with members of the Think Tank, features strong graphics, coupons and promos for key menu items, including the Caesar salad and cinnamon breadsticks.

offers we have out there and looked at how many times they are used vs. the cost to produce and distribute them.

Box toppers were easily the best deal of all of our coupon placements. The only downside is that they really do not reach new customers.

Get answers to your most perplexing problems and swap tips and ideas with the experts in PMQ’s Think Tank, the pizza industry’s oldest and most popular online forum. Register for free at thinktank.pmq.com. (Member posts have been edited here for clarity.)

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RECIPE MONTH of the

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Sponsored by DeIorio’s

INGREDIENTS: 1 slab of frozen cheesy breadsticks 2 plum tomatoes, halved, seeded and chopped 10-15 fresh basil leaves (or fresh parsley) Coarse salt Olive oil DIRECTIONS: Place frozen cheesy breadsticks on a baking tray and bake in preheated oven till cheese just begins to brown. Slice basil leaves thinly and toss gently with chopped tomatoes. Drizzle tomato mixture with a bit of olive oil and coarse salt to taste. Remove golden cheesy breadsticks from the oven and top with tomato mixture. Serve and enjoy!

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The Beauty of Breadsticks When it comes to creating easy-to-make and highly profitable signature appetizers, breadsticks are a pizzeria owner’s dream-come-true. Breadsticks are a low-cost item with nearly infinite potential, whether they’re brushed with garlic butter and sprinkled with Parmesan cheese, stuffed with sun-dried tomatoes and pesto or transformed into a signature dessert with cinnamon, sugar and frosting.

Best of all, breadsticks offer the perfect upselling and bundling opportunity. The more options you offer on your menu, the more money you can make. In fact, promoting signature breadsticks can boost your average ticket sales by three dollars or more and turn your pizzeria into a dining destination!

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Rebels

Cause with a

At &pizza, an inspired “tribe” of outsiders has designed the pizza shop of the 21st century—a bold new model ruled by curated experiences, creative thinking and purpose-driven values. By Tracy Morin

F

The &pizza roller-skating team glides through the streets of Washington, D.C., brightening strangers’ days and handing out free pizza gift cards and cool swag.

ast-casual pizza is nothing new, but no one is doing it quite like &pizza—and Michael Lastoria, CEO of the Washington, D.C.-based company, wouldn’t have it any other way. From branding its own beverages and snacks to crafting proprietary patterns for its ampersand-emblazoned swag, &pizza revels in breaking the mold while searing its brand and values into followers’ psyches.

“Our company is all about experience and connection,” says Lastoria, who’s known to dispatch roller-skating ambassadors across the nation’s capital and give away free tattoos to loyal customers. “We wanted to take one of our favorite pastimes and reinvent it, creating an urban, progressive and somewhat edgy experience, one where pizza is the focal point but serves as more—as a vehicle for connecting people who think differently.” And when it comes to thinking differently, &pizza leads by example.

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&pizza offers its Maverick-level guests and tribe members a free ampersand tattoo. “Some people say we're crazy, but we don't mind—not when more than 50 tribe members have already signed their allegiance to the brand in ink,” says CEO Michael Lastoria. “It's a testament to what the tribe has helped create here—more than just a brand, something that's meaningful.”

RIPE FOR DISRUPTION With his shoulder-length locks and flowing beard, Lastoria looks like he ought to be tearing off guitar solos in a jam band. But don’t let the rock-star guise fool you—the man has a knack for free enterprise. Hailing from a tiny farm town in western New York, his rebellious streak solidified at a small liberal arts college in California, where he obtained a general economics and business degree, then submitted to a staid New York City sales job for six weeks just to save cash. Starting his first company, a marketing and media services firm, in the Big Apple at 22 was “my MBA by fire,” he says. “When you have nothing to lose, you have nothing to lose. I was OK with failure, and my naivete helped. I didn’t know what I was getting myself into. If I didn’t have those things, I’m not sure I’d be where I am today.”

“Every market is saturated with mountains of the same, and you see a lot of that in the fast-casual pizza category. The only way to be truly successful is to stand for something new and different.”

— M I C H A E L L A S TO R I A , &PIZZA 34

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But it “wasn’t cool to be an entrepreneur” in 2002, he recalls. Before the Zuckerbergs of the world made headlines in hoodies, business remained a realm of shined shoes and sharp suits, both of which Lastoria needed to buy (along with a haircut) as he shopped the company around to buyers less than four years after its launch. At 25, he sold to a private equity group, leaving him with plenty of capital but still seeking a purpose. That purpose ended up being pizza.

Lastoria, a self-professed serial entrepreneur, admits to having a passion for design-focused, brand-led, morally sound businesses, and by 2010 he was incubating the idea for &pizza in his West Chelsea studio. “&pizza is a collection of my life’s work and experiences,” he says. “[In the marketing business] you spend a tremendous amount of time working on a client’s brand, but it doesn’t always work out the way you envision it. So I wanted to get into the product side of the business, create something that was meaningful and create it my way—to have a brand stand for something and be able to grow infinitely as a result of the work being put into it.”

That brand, he believed, would be the pizza shop of the 21st century. Why pizza? “It felt like an industry that was ripe

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for disruption, one that hadn’t changed from a product perspective,” Lastoria says. “In the quick-service arena, innovation was happening mainly through technology, and it was all about convenience and value—less about quality.” His solution: create a quick-service pizzeria for those who crave product quality, differentiation and unique flavor profiles.

For two years, Lastoria and his team planned from the ground up, asking, “What does the pizza shop of the 21st century look like? How different would it be?” Thinking through branding, design, esthetics and product, &pizza chose assembly-line service to make the process more visual while allowing for personalization and customization. Then they picked the perfect &pizza breeding ground: Washington, D.C. So what’s with the ampersand? Lastoria says the symbol perfectly embodied his budding brand—one that’s all about connecting people through pizza. “We love simplicity, but in terms of brand architecture, we knew that the brand could be larger than pizza. So, when we stamp the ampersand on something, it’s our version of what that product should be. That’s what the & brand represents: craft products, reimagined. It’s our version of the truth.”

BRAND NEW &pizza thrives on four core values: celebrate oneness, keep it personal, make it fres and elevate everything.

The company purposely reimagines the look and feel &pizza takes an artisanal approach even with its logoed gear, creating patterns and purchasing fabric for T-shirts while producing a twice-yearly fashion guide with the latest looks.

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&pizza’s interior esthetic is carefully designed to match its branding, using a stark black-and-white theme while allowing each location to find its own voice.

of pizza with a unique oblong shape and packaging, as well as thoughtful flavor combinations (fig marsala and strawberry balsamic make the menu), and a gourmet finishing station with fresh, unexpected add-ons such as tangy slaw and pickles.

The curated experience continues with &-branded products. The team rejected megabrand beverages and craft soda alike, instead developing its own flavors, like Burdock + Anise Root Beer and Pear + Fig Elixir. &wine was also born from a proprietary blend, custom-made for the pizzeria by a California vineyard; &snacks (cookies for dessert), &water and &tea (packaged in mason jars) complete the branded package. The only elements not &-branded, in fact, are local craft beers, rotated seasonally. “We want our guests to truly feel an emotional connection with the brand when they walk in,” Lastoria points out. “One way to do that is through the products you surround the pizza with and how they’re branded and packaged.”

After opening day in July 2012, a second location followed nine months later, and now the brand counts 13 locations in D.C., Maryland and Virginia. “We knew if people liked what we were doing, we could expand, but we never created &pizza thinking it would be a global powerhouse,” Lastoria says. “We want to open organically,

“We have a better chance of retaining [new] tribe members and our existing tribe members, because we pair them up with other folks who have similar values.”

— M I C H A E L L A S TO R I A , & P I Z Z A

at a fair pace—capitalizing on opportunities, but not growing ahead of our people.”

This is particularly important, as all locations are company-owned. “We are the proverbial outliers, having made a commitment to focusing on company-owned and -operated stores,” Lastoria notes. “One of the most important things is grooming and developing the future leaders of this company. There’s nothing worse than getting ahead of yourself, driving your business forward without the people—because they’re the ones driving the experience, and that’s the most important aspect of this business.”

Lastoria’s intense brand focus has allowed him to shake up an industry steeped in tradition, but innovation isn’t merely a buzzword for &pizza. “Every market is saturated with mountains of the same, and you see a lot of April 2016 pmq.com

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The & brand communicates “our version of the truth,” says Lastoria, and carries its imprint to &snacks, &wine and &tea for a top-to-bottom branded experience.

that in the fast-casual pizza category,” he muses. “The only way to be truly successful is to stand for something new and different. It’s not easy, and as more companies catch up on novelty, the very idea of innovation is being diluted. Innovation needs to serve some purpose.”

BONDING TIME That purpose is, of course, uniting people through pizza, so it’s no surprise that charity work remains at the forefront. A division of the company called &charity works with hundreds of local organizations. “It’s about strengthening foundations that need support, not only for the moment but for the future,” Lastoria says. “Anyone who reaches out with a cause, we support in some capacity. We want to help people who are doing things for other people and help strengthen the communities we serve.”

The love also extends to team members, simply called the tribe. “A tribe is people who are connected to each other, connected to a leader and, ultimately, connected to a purpose,” Lastoria explains. Hence, &pizza hires only those who understand the company’s values—and align with them. Potential tribe members start with an application, but then the process predictably deviates: They answer 10 questions in video format through &pizza’s technology platform and attend a group interview and cultural orientation.

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A unique oblong shape and unexpected flavor combinations, plus a gourmet finishing station with fresh add-ons for post-bake artistry, help further differentiate &pizza’s fast-casual concept.

“We’re creating what we think a pizza shop should be—so no one can tell us, ‘No, you can’t do that.’ It’s ours, and we’re OK with failure, as long as we do what’s right for the brand and what’s right to us.”

— M I C H A E L L A S TO R I A , & P I Z Z A

“Some might say it’s onerous, but we want to make sure that the people working here know we’re not careless about who we ask them to partner with,” Lastoria explains. “We have a better chance of retaining [new] tribe members and our existing tribe members, because we pair them up with other folks who have similar values. It’s not about throwing bodies into a shop, but about putting people that truly care next to other people who truly care so they motivate each other. This is a place where people feel respected, where they can have fun and be the best versions of themselves.”

Accordingly, &pizza has become a second home of sorts for those primed to become passionate about a likeminded company. Lastoria, in fact, says he often hears similar comments from the tribe: “Thank you for creating this company, because I can be myself. I feel like I fit in for the first time.”

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Guests, too, benefit via the company’s unconventional rewards program, with three tiers of achievement (Troublemaker, Rebel and Maverick) awarding cool &-branded swag along the way. But this is no obligatory T-shirt giveaway: &pizza crafts its own clothes (making T-shirt patterns and purchasing fabric) and even produces a fashion guide twice yearly, complete with new swag and tips on how to rock it. Lastoria has heard people ask why he’s “wasting time” with something so far-flung from pizza production, but he insists it’s the brand’s best move. “It’s a story our tribe members get to tell—this is not a T-shirt with an ampersand logo; it was created by &pizza for its tribe,” Lastoria notes. “That kind of stuff is gold—when you have people so passionate about the little things the company is doing that they want to talk about it.”

Lastoria admits &pizza spends time on projects that aren’t big moneymakers, but his end goal surpasses pure profit. In the long-term, he anticipates a more sustainable brand. “We put the industry on its back heels because of the culture we create by exploring these fun and different things,” he says. “It gets people rallying behind the brand and creates an engine of innovation and ingenuity so that we can put out interesting, unique, dynamic products under the & brand that people will come to love.”

CRITICAL MASS &pizza’s social media strategy involves giving fans a “look under the hood”—such as photos of the office—and sharing what the company is up to or thinking about.

Meanwhile, its “makeshift advertising campaigns” make

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waves in the community through accumulate, Lastoria understands be—so no one can tell us, ‘No, you grassroots elbow grease. For exam- that naysayers come with the terri- can’t do that,’” he says. “We can do ple, its roller-skating team glides tory when you’re in the business of anything we put our minds to. It’s the streets of D.C., handing out free rethinking (and rewriting) the rules. ours, and we’re OK with failure, as Page2.pdf_2011 page.qxd 7/13/2015 AM as Page pizza cards and swag, and has 2015 beenHalfBut, like most half rebels, he’s learned to 10:53 long we 1do what’s right for the known to brighten commuters’ days ignore the critics. “We’re creating brand and what’s right to us.” outside metro stops at 8:30 a.m. what we think a pizza shop should Tracy Morin is PMQ’s senior copy editor.

Then there’s “pizza bombing,” when tribe members show up ranWORLDS FINEST DOUGH PROCESSING domly with free pizza at offices or EQUIPMENT SINCE 1886 on people’s doorsteps. “People get a Model JN Semi-Auto Dough Divider/Rounder kick out of it because it’s different, ~ Great for Pizza, Tortillas, Buns, Rolls and More. unexpected and fun,” Lastoria says. ~ Reduce Labor - Improve Consistency.

“And it’s a way for us to say thank ~ 36, 18, 9 & 6-Part Heads for Wide Range of Product. you to the community for support~ 1-ounce up to 26-ounces Each Piece. ~ Minimal Training for Accurate Results. ing us and allowing us to be who ~ Easy to Clean - Minimal Maintenance Required. we are today. We remember what it ~ High Hourly Output - Up to 5000 Per Hour. was like when we opened our doors, ~ Made in the USA. crossing our fingers and hoping the community would support us after Model BMIH Dough Divider we put so much into the brand. I’m ~ Produce Pizza, Tortillas, Pie, constantly blown away by how supRolls, Cookies and More. ~ 36, 18 & 9-Part Heads. portive people are.” ~ 1-ounce up to 16-ounces ea.

Support has always been a two-way ~ Lightweight and Portable. street at &pizza, and success stories ~ Manually Operated. abound even outside the pizzeria’s ~ Two Year Warranty. four walls. With its original location Model DUT/DXM-SS blocks away from the largest all-deaf ~ Press Pizza, Flat Bread, etc. college in the country, Lastoria hired ~ Cam-Overlock - Infinite Range. sign language-fluent tribe members ~ Top Heated Platen - 18” Dia. ~ Swing Out Design Saves Space. and was personally working the reg~ Easy to Clean. ister when one of its students arrived ~ Manually Operated. and mentioned starting a sports ~ Digital Controls. team. “After 10 minutes, we decided to write a check and sponsor what Model DUT/DMS-18 ended up being the first all-deaf ~ Press Pizza, Bread. rugby team in America,” Lastoria ~ Swing Away Design. recalls. Another student—the pizze~ Analog Controls. ria’s very first guest, Nyle DiMarco— ~ Economically Priced. ~ Easy Operation. was asked to model for the company’s ~ Up to 18” Pizza. first local in-shop ad campaign and recently became the first deaf winner web: www.dutchessbakers.com e-mail: sales@dutchessbakers.com of America’s Next Top Model.

Ph: 1-800-777-4498 Visit us on Facebook Even as victories large and small

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At his acclaimed Siena Tavern, owner Fabio Viviani makes use of Italian cold cuts for specialty pizzas like the Spicy Coppa, which also features smoked mozzarella, Pecorino and oregano.

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Italy's

gourmet meats In this new age of artisan pizza, savory proteins like prosciutto, soppressata and mortadella can reenergize your menu and set your pizzeria apart from competitors. By Liz Barrett

SIENA TAVERN

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ou already know that pepperoni has been America’s favorite pizza topping for decades—but times are changing, and so are consumer tastes. When was the last time you introduced your guests to something different, such as an imported Italian salami or a beautiful prosciutto di Parma? Maybe it’s time to expand your horizons, explore the full range of Italian meats and discover how you can pair them with nearly everything on your existing menu.

“We use all kinds of meat, from raw to cured to dry-aged to dehydrated,” says Fabio Viviani, celebrity chef and owner of a growing list of restaurants in Chicago, including Siena Tavern and Bar Siena. “The most common meats we use for our pizzas are cold cuts and housemade sausages. We do a lot of salami, coppa, prosciutto sausage and housemade pepperoni. We chose these because they cook in the oven very well. Prosciutto di Parma and prosciutto di San Daniele are the best options when you want to slice the meat very thinly and place it on the pizza after cooking; everything else cooks and crisps very well.”

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The Prosciutto Puzzle Confused by prosciutto? Celebrity chef and restaurateur Fabio Viviani explains the salty Italian cured meat:

As for the rest of the menu beyond pizza, Viviani say you can pair Italian meats with almost everything. “Put them together with sharp cheeses, any kind of vegetable, mozzarella, truffles, mushrooms, Brussels sprouts, figs or pickled vegetables—really anything but fish,” he says.

Anthony Russo’s list may be slightly shorter, but the founder/CEO and head chef of Houston-based Russo’s restaurants also takes full advantage of cold cuts. “The main three Italian meats I use are soppressata salami, prosciutto di Parma and mortadella ham,” he says.

Good choices, all of them. So let’s take a closer look at each one.

“Salami—whether dry or wet—is a very user-friendly, headache-free kind of cold cut that is delicious by itself or paired with a lot of things.”

— FA B I O V I V I A N I , S I E N A TAV E R N 44

RUSSO’S

“There’s a lot of confusion about prosciutto and ham in America. When you say ‘prosciutto,’ it’s not prosciutto ham. Ham is the English translation for prosciutto, but the culinary meaning is completely different. A piece of ham is a piece of boiled pork meat, which doesn’t always come from a whole leg. Ham is cooked and boiled, sometimes smoked. Prosciutto is hung and cured with salt from a raw stage. When we discuss prosciutto, I always suggest getting either prosciutto di Parma or prosciutto di San Daniele. Although you can find good local, domestic, salt-cured prosciutto, I still stick with the traditional, because I feel they offer the best quality. You pay for it, but you always know what you’re getting. The domestic prosciutto isn’t as well-regulated as it is in Italy; if you get a younger one, it can be meaty and gamey, and if you get one that’s too old, it can be dry and rubbery.”

Prosciutto di Parma is one of Chef Anthony Russo’s favorite Italian cold cuts for pizza toppings, along with soppressata and mortadella.

PROSCIUTTO DI PARMA A first choice for many chefs is prosciutto di Parma, thanks to its salty flavor and versatility. “I use prosciutto di Parma on pizza, salads, pasta and sandwiches, because it slices really thin and is very soft,” Russo says. “I also wrap it around fresh buffalo mozzarella and grill it with a little olive oil for a great appetizer.”

One of the favorites at Russo’s is a flatbread sandwich with fresh mozzarella, prosciutto di Parma, arugula and pesto. “You can tell if a prosciutto is from Parma because it has a nice red color and it’s nice and soft, not chewy like some of the domestic prosciuttos can be,” Russo notes.

(Learn more about prosciutto in the sidebar, “The Prosciutto Puzzle,” on this page.)

SOPPRESSATA SALAMI AND DRY ITALIAN SAUSAGE Much like prosciutto, salami and Italian sausage can be a great addition to the menu if you’re looking for something that’s easy to pair with many diverse dishes. “Dry Italian sausage and salami are very versatile,” Viviani says. “We use salami for salad, pizza, pasta, vinaigrette and more.

Salami—whether dry or wet—is a very user-friendly, headache-free kind of cold cut that is delicious by itself or paired with a lot of things.”

For a little kick, try a spicy soppressata and see how your customers react. After all, today’s consumers are

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Mind Your Meats

Need a quick refresher course in Italian meats? Here’s a rundown of some of the most popular types.

Capicola and Coppa: These are very similar dry-cured meats that hail from different regions of Italy and are taken from the neck muscle of a pig. Sometimes sweet and sometimes spicy, they’re versatile and great with anything from salads to cheese plates to sandwiches.

“People get tired of the same old pepperoni and sausage.

They want something unique and different. You can do a lot with prosciutto and pancetta on a pizza.”

— A N T H O N Y R U S S O, R U S S O ’ S N E W YO R K P I Z Z E R I A

more attracted to dishes with a kick. “I don’t want to buy the regular salami that you can get anywhere else, so I use soppressata for my sandwiches,” Russo says. “Soppressata is a little spicy and really good.”

MORTADELLA Mortadella, an Italian pork sausage flavored with various spices, plays a featured role on artisanal pizzas made by famed chefs such as Giada de Laurentiis, Marc Vetri and Emeril Lagasse. “There’s a lot of different types of mortadella ham, some with pistachio in it, some without,” Russo says. “I like the imported mortadella with pistachios from Italy. You can really taste the flavors in the imported one.”

CHOOSE QUALITY OVER PRICE When adding any new menu item, price is always a concern. But when it comes to high-end ingredients such as imported Italian meats, consider the benefits of choosing quality over price. A little goes a long way when the bold flavors of a spicy soppressata or salty prosciutto di 46

Lardo: Similar to salt pork, this is great on pizza or bruschetta.

Lardo is taken from the fatback of a pig and is cured with herbs and spices.

Mortadella: Ground pork is mixed with lardon, pepper and often pistachios to make this popular Italian sandwich meat. Some call it Italy’s version of bologna.

Pancetta: Like bacon, but cured and not smoked, pancetta is taken from pork belly, seasoned with salt and pepper, and hung to cure within a casing. Unlike prosciutto, which is often served uncooked, pancetta requires cooking. It’s great cubed and served over salads, pastas and in soups.

Prosciutto: Taken from the hind leg of a pig (sometimes boar), prosciutto is dry-cured and can be served cooked (cotto) or uncooked (crudo). Due to its traditional Italian flavor, many restaurateurs recommend prosciutto di Parma for use on meat and cheese plates and as a pizza topping. Prosciutto di San Daniele is another favorite that’s a little sweeter and darker in color.

Sopressata: Made from pork that’s ground into sausage, the flavor of this dry-cured meat—hot or not—depends on where it originated in Italy.

Parma are paired with a gorgeous, fresh salad or housemade cheese.

“As a chef, I do look at the price, but what sells me is the quality,” Russo says. “The quality will set us apart from other pizza chains, and customers nowadays know the difference. We encourage our servers to promote the fact that we’re serving quality imported ingredients as well.

When you look at it as $9 a pound versus $14 a pound and break it down by ounces, it’s a difference of pennies.”

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SIENA TAVERN

Siena Tavern burnt pepperoni pizza herp de derp ba burp bunsen burner fruitcake chinny chin chin I’ll blow your house in.

Price is important but so is quality. Using better meats, including pepperoni, prosciutto and salami, will set your pizzeria apart from the big chains.

“Start with a good salami, a good prosciutto and a good pepperoni,” Viviani agrees. “Everyone knows them, they’re easy to source, and if you want to make your own, salami and pepperoni are easy to make.”

NOT SO FOREIGN ANYMORE If you’re worried that your customers won’t understand what mortadella or soppressata is, fear not. Russo, who owns restaurant locations in places such as Texas, Florida, Oklahoma and Tennessee, says that customers are ingredient-savvy nowadays. “Ten years ago, not too many people used prosciutto on their pizza,” he says. “Now prosciutto is more of a foodie dish. Mortadella may not be as popular, but we serve it on our sandwiches, and customers really enjoy it.”

Russo believes that today’s customers get a little bored with the same old pepperoni and sausage. “They want something unique and different. You can do a lot with prosciutto and pancetta on a pizza—add arugula, kale or artichoke hearts. You can also use Italian meats for calzones, pasta, bruschetta and antipasto salads, or create an Italian meat tray with prosciutto, mortadella, and Genoa salami.”

No matter how you decide to experiment with adding new cuts of Italian meats to your topping lineup, start small and test the waters.

Focus on quality over quantity and let your sales forge a path toward increased creativity.

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

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Great Outdoors The

Alfresco dining can attract hordes of customers who crave an open-air venue, revving up profits in the milder months.

By Tracy Morin

A

s the springtime ushers in longer days and balmier nights, now’s the time to ask yourself if you can cash in on your outdoor space by adding patio dining. Customers are apt to flock to alfresco dining areas when the weather permits, which, depending on your location, could be seasonal or year-round. However, while outdoor dining can boost customer satisfaction, visibility, seating capacity and profits, it also offers unique challenges. Here, operators who have launched successful patios share their top tips for transforming the great outdoors into the perfect dining venue.

BREAKING OUT Profit returns from patios can be (pun intended) sky-high: Restaurant and hospitality consulting group VSAG reported in 2013 that adding patio dining can achieve gross profits of up to 65%—all while adding little or no additional rent costs. “In most cases, you don’t pay rent on patios, so that’s free space to add more seating—you’d be crazy to not take advantage of that, since more seating usually means more sales,” says Bill Freeman, chief executive officer of Patxi’s Pizza, based in Sausalito, California. “For temperate climates, great outdoor seating

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is practically a requirement; in our Denver-area restaurants, there will be a waiting list for outdoor seats when the weather gets nice.”

Dave Brackett, proprietor of Pizzeria Rustica in Colorado Springs, Colorado, similarly found that, with a climate boasting 330 days of sunshine, a patio ramps up sales seven months of the year; he opens the area from April to October. And with only 42 chairs inside his restaurant, his alleyway patio seats 60, more than doubling capacity.

“We pay a couple of bucks per square foot for the patio, as opposed to $50 for indoors,” he says. “The patio generates a good portion of our business, since we’re located in a tourist area—about 50% of business four months out of the year.”

Outdoor dining offers multiple benefits for Topp’d in Kansas City, Kansas, even though owner Chad Talbott originally doubted the option. The patio’s fence and umbrellas helped increase visibility, drawing attention

“We realized that the extra seating could be a huge draw during the summer months, and we knew it was right for us when we saw our lunches really bump up in sales.”

— C H A D TA L B OT T, TO P P ’ D 52

PAXTI’S

An outdoor dining space, such as the one at Patxi’s Pizza in Sausalito, California, can generate gross profits of up to 65% with little or no additional rent expenses, according to restaurant consulting group VSAG.

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to the business, which otherwise can be easy to miss on a busy street. “We realized that the extra seating could be a huge draw during the summer months, and we knew it was right for us when we saw our lunches really bump up in sales,” Talbott explains. “We have a large working population nearby, with a hospital across the street, and it gave our customers one more reason to get outside their work environment. I think that’s the main effect of the patio seating for us: truly adding to the customer’s experience, not simply gaining a few seats.”

Indeed, just as important as increased sales, outdoor dining adds the intangible benefit of improving customer satisfaction. “Being based in Texas, we’re used to beautiful, sunny days, when our customers enjoy time outside, making an outdoor patio a necessity,” says Sammy Aldeeb, owner and franchisor for Urban Bricks Pizza in San Antonio, Texas. “When building out the look and feel, it was imperative that this would be a restaurant people visit not only for the food, but for the experience.”

Urban Bricks takes full advantage of its outdoor spaces for both dining and special events, hosting live music on the first and third Thursdays of the month and holding

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PIZZERIA RUSTICA

“Service is key. You want to make sure your guests sitting outside are as well taken care of as your indoor guests.”

— B I L L F R E E M A N , PAT X I ’ S P I Z Z A

dog-friendly events, such as Dogs Night Out and Yappy Hours, where the pizzeria partners with local nonprofits for pet adoptions and hosts fundraisers for nearby businesses and communities. Pet owners and their pooches also flock to Pizzeria Rustica’s patio, a pet-friendly haven where the doggies are just as well taken care of as their owners; servers even provide water dishes and treats (dubbed “puppy antipasto”) for their four-legged patrons.

SPACING OUT Creating a welcoming patio is a must to maximize your space, but costs can quickly accumulate. Talbott minimized expenses by asking his landlord to assist with any changes that improved the property—including permanent outdoor trash receptacles and a fence around the area for seating. Meanwhile, other purchases were designed to improve the outdoor experience, such as decorative corded light strands and umbrellas. “Umbrellas and outdoor lights were a great investment; they provide a nice ambience for the space and make it much more visible from the road,” he notes. “Nothing says ‘Eat here!’ like bright red umbrellas and tables outdoors.”

Adding climate control measures—such as umbrellas, fans and heating lamps—also allow your patio to be used 54

during sun-laden days and cooler nights alike. “At our flagship store, the outdoor patio space is covered by a roof, and at our second location we have two outdoor seating areas, one covered by the roof and the other (separate from the restaurant) with umbrellas,” Aldeeb says. “In our opinion, a roof or awning is the best option.” Urban Bricks also installed an oversize fan to offer relief in hot Texas summers, as well as built-in gas heaters to warm up the area on cooler fall or winter evenings. Decor was kept relatively simple, with only a couple of TVs and brushed-chrome tables and chairs.

Brackett kept costs in check by purchasing inexpensive black metal patio furniture from area suppliers. “It’s reasonably comfortable—we have pillows available on request—and very durable—we’re going on nine years with our original furniture. It’s easy to move around and easy to touch up paint, which we do each year,” he explains. He also places a 20’-by-20’ tent in the middle of the patio, supplemented with large umbrellas from his beverage distributors. Pizzeria Rustica also regulates temperatures with seven patio heaters, including one with a flame for ambience. A large fountain, dozens of potted and hanging plants (including an herb garden that staff members pick from for cooking), and the wood for its

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URBAN BRICKS

In addition to outdoor dining, Urban Bricks, located in sunny San Antonio, uses its patio space to host live music twice a month and dog-friendly events that promote pet adoption and benefit local shelters.

wood-fired oven are on prominent display to add to the patio’s charm.

Talbott also purchased furniture from a retail store and obtained umbrellas online. “The purchases we made definitely had to be carefully considered,” he says. “Umbrellas that don’t have a UV-resistant coating will end up being replaced after just one season, and cheap furniture will fade or blow over easily. Overall, I think a patio is a great investment for an operator; it can get pricey, but there are ways to bring the costs down if you’re willing to do your research.”

“The patio generates a good portion of our business, since we’re located in a tourist area—about 50% of business four months out of the year.”

— D AV E B R AC K E T T, PIZZERIA RUSTICA STEPPING OUT In addition to decor needs, patios require extra manpower to ensure proper staffing and flow. “Once you have your location and have found good seating solutions and made sure you’re compliant with any applicable zoning or alcohol laws, the next challenge is staffing: Is there a good flow for servers to get in and out? Do you have enough staff?” Freeman notes. “Service is key. You want to make sure your guests sitting outside are as well taken care of as your indoor guests, so you need to have enough staff 56

that are well-trained to check on outside tables.”

Pizzeria Rustica dedicates two to three servers and a hostess for the outdoor area, while an outdoor bussing station allows for seamless cleanup. “We didn’t want staff taking dirty dishes in the same door customers are exiting to sit outside,” Brackett explains. “We also have a space for water and tea, plus a beer cooler, which limits running back and forth. All we bring from inside is the food.”

Urban Bricks doesn’t have a full-service waitstaff, so the main priority is making sure its cleaning crew is attentive to the outdoor area. Topp’d also ensures that staff attends to the patio, especially during busy periods to increase turnover. “Sales can increase only to a certain point based on capacity, which is especially true in a fast-casual setting during lunch,” Talbott notes. “It depends on your available seating whether people will stay when you’re slammed. We never had a lot of tables to begin with, due to our small square footage, but the patio was a nice add-on that helped boost our lunch business.”

Patios may pose security challenges, too. Brackett had to enclose the area with a fence so people wouldn’t “wander in” from the street or leave the premises with alcohol.

“We need to lock up the beer cooler and furniture to prevent theft, since we don’t have the space to take it inside,” Brackett says. “And we installed proper lighting and security cameras to monitor the area.”

Overall, patios may require extra staff and vigilance, but they can be a true boon for business. “If you have the space, it’s probably a good idea to add outdoor dining,” Freeman says. “When the weather is nice, outdoor seating is something many of your guests will be looking for; if you don’t have it, you will lose guests to your competitors.”

Tracy Morin is PMQ’s senior copy editor.

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MIX MASTERS From spiral and planetary models to VCMs, Tom “The Dough Doctor” Lehmann can help you select the right mixer for your pizzeria. By Tom Lehmann

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he dough mixer is one of the essential tools of the pizza industry. A good one provides a consistently even mix of ingredients without overworking the dough. Many commercial models come with innovative features and attachments for increased versatility. But smart pizzeria operators know they have to be choosy when it comes to selecting a mixer. Much depends on their pizza style, dough formula and required volume.

For this article, we asked one of the industry’s leading experts—Tom “The Dough Doctor” Lehmann—to address some of the most frequently asked questions about dough mixers.

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“Spiral design mixers tend to fall short of planetary mixers when you’re mixing very high absorption dough (70% absorption and higher) and dough with very short mixing times, such as a dough for a cracker-crust pizza.”

— TO M L E H M A N N

Q: WHEN IT COMES TO DOUGH MIXERS, WHAT’S THE RIGHT SIZE FOR GENERAL USE IN A PIZZERIA? Tom: If I had to choose one size, it would be a 60-quart capacity mixer, preferably heavy-duty and designed specifically for mixing tough dough. However, those can be difficult to come by, so I would accept any 3-phase planetary mixer as my second choice. Just keep in mind that, with the exception of specially designed heavy-duty mixers, virtually all of the 3- and 4-speed 60-quart mixers will be what I’d describe as medium-duty. With these mixers, you should limit yourself to mixing dough based on no more than 40 pounds of flour to get optimum performance and the longest, most cost-effective operating life out of your equipment.

For higher volume, heavy-duty mixers will mix dough based on up to 50 pounds of flour weight. For many of these mixers, you can purchase adapters and mixing agitators for use in 30- and 40-quart bowls to handle smaller mixing jobs. They may also have an attachment head that allows for the use of a grinding/shredding attachment.

However, not all mixers will have this feature, so if that’s important to you, do your homework first.

An 80-quart planetary mixer is like manna from heaven—any one of these mixers will have plenty of power to handle the mixing of just about any pizza dough based on up to 50 pounds of flour weight. And, like the 60-quart mixers, they can be equipped with adapter rings to allow for the use of smaller bowls and mixing attachments. But, again, remember that not all 80-quart mixers are equipped with an attachment head.

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When choosing a dough mixer, key factors to think about include your dough formula, pizza style and volume.

Q: IS A SPIRAL MIXER AS GOOD AS A PLANETARY MIXER? Tom: Yes, it is. In fact, in my professional opinion, it can be a better mixer in many ways, but the spiral mixer does have its limitations. Due to the way the mixing agitator engages the dough, spiral mixers tend to endure less abuse from mixing heavy dough as compared to other types of mixers, so they will have the potential to provide longer, trouble-free operational life. On the other hand, thanks to the squat shape of the mixing bowl, spiral mixers tend to have a slightly larger footprint than an equal capacity planetary mixer, and I have yet to see a spiral mixer with an attachment head or the ability to be fitted with any other type of mixing attachment. That means a spiral mixer will be dedicated to mixing only dough, something to keep in mind if you also need a mixer for preparing sauce and other items.

Most spiral mixers will handle dough sizes from as small as 25% of rated capacity to as large as 125% of

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Tom “The Dough Doctor” Lehmann mixes a batch of dough during a visit to PMQ’s test kitchen.

DANNY KLIMETZ

Some mixers come with attachment heads that allow for grinding and shredding, but not all of them have this feature.

rated capacity. (I don’t recommend exceeding rated capacity, but if the need ever arises, this type of mixer is up to the task.) While the mixing action differs from that of a planetary mixer, the total dough mixing times between spiral and planetary design mixers are surprisingly close.

Spiral design mixers tend to fall short of planetary mixers when you’re mixing very high-absorption dough (70% absorption and higher) and dough with very short mixing times, such as a dough for a cracker-crust pizza. In these cases, it is difficult to get a decent blending of ingredients until a dough starts to form, and, with these dough formulas, cohesive dough never really gets formed, so that can be problematic.

Q: WE’RE A SMALL OPERATION THAT WILL NEED TO MAKE ENOUGH DOUGH FOR ONLY 10 TO 15 PIZZAS A DAY. WHAT MIXER SIZE DO YOU RECOMMEND? Tom: Any of the smaller bench-top or floormount mixers in the 12- to 30-quart capacity size would work for you. But I’d suggest going with a 20-quart capacity planetary mixer.

These mixers are readily available and quite durable. Just don’t overload this mixer to the point where the motor overheats or the agitator stalls. Otherwise, it will serve you well.

And most of these mixers even come with an attachment head for slicing and grinding.

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Q: WHAT DO YOU THINK ABOUT VERTICAL CUTTER MIXERS (VCMS)?

Tom: I have a lot of experience using a VCM, and I’ve found them to work quite well for mixing pizza and other types of dough. The mixing time will be measured in seconds, not minutes—a range of 70 to 90 seconds is the norm. However, due to the high mixing speed of the VCM, the dough tends to heat up more than desired. To address this problem, keep a bucket of ice water next to the mixer and, between dough batches, fill the bowl with ice water while you’re scaling up the dough ingredients. Then pour the water back into the bucket, add the tempered dough water, oil, salt, sugar (if used) and finally the flour.

Close and secure the lid and mix just until a smooth dough is achieved. (Be very careful, as the dough can be easily overmixed with this type of mixer.) From that point on, the dough is essentially the same as dough made in any other type of mixer.

When buying a VCM, make sure it comes with two mixing attachments. One is dull and is designed for mixing dough; the other is curved and sharp and designed to cut. With these attachments, a VCM is great for cutting cheese and making sauce.

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Tom “The Dough Doctor” Lehmann is one of the pizza industry’s foremost dough experts and consultants.

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The lobby of Slice of the 80s transports guests back to a time when Pac–Man and Donkey Kong ruled the video game universe and Aerosmith and Motley Crue put their long-haired metal to the pedals of muscle cars.

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Party like it’s 1989 With cool delivery cars, vintage posters and seven flavored pizza crusts, Slice of the 80s rocks like a hair-metal band in Westland, Michigan. By Andy Knef | Photos courtesy Slice of the 80s

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ike a lot of pizzeria visionaries, Adam Matt hit the road on his entrepreneurial journey while he was still a teenager. “I was 19 when I started delivering pizzas for restaurants like Hungry Howie’s and Jet’s,” recalls the owner of the popular nostalgia-themed Slice of the 80s in Westland, Michigan. “I fell in love with the pizza business. I moved on to some independent pizzerias in the area and learned from both sides of the industry. I loved the fast pace of the chains but appreciated the painstaking attention to detail at the independent stores, where we made our own cheese and cut our own fresh vegetables.”

By 2008, Matt, a 24-year-old pizza industry veteran, knew he had the seasoning and chops to run his own pizzeria. The business model he chose reflected his own sense of independence, originality and strict quality standards. He also threw some tricked-out hot rods into the deal. Slice of the 80s is known today for its award-winning pizza, vintage video games and brilliantly colored, logo-wrapped delivery chariots. Not to mention the rad decor—between the store’s rockin’ metal-band logo and the outlandish wall mural depicting Pac-Man characters, a Rubik’s cube and an old-school boom box, Matt has captured the essence of the ’80s and serves it up slice by slice every day. Like, totally, dude.

PAC-MAN AND DEF LEPPARD Back in 2008, the venue of Matt’s dreams was a closed-down pizzeria called Papa Romano’s. Matt found it on Craigslist, where he’d typed out his hope for the future in two words: “pizza, turnkey.” The listing was only 20 minutes from his house. When Matt inspected the property for himself, he didn’t see a dark, vacant, white-walled 1,500-square-foot space with limited seating. He beheld a vision of a glittering pizza palace pulsing with the musical energy of Def Leppard and the wakka-wakka tones of a Pac-Man machine.

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(Top to bottom) Delivery drivers Billy Brant, Ben Ziegler and Samantha Browning are ready to roll in their brightly wrapped pizza delivery chariots; pizzeria owner Adam Matt shows off his dough tossing chops as he puts his personal touch on every Slice of the 80s pie.

“I had been saving my money like crazy for six months when I found the property—just a perfect location and a fair price,” he recalls. “I stepped into the lobby, and it precisely matched my vision for an ’80s-themed restaurant. I immediately called the realtor. He met me at 9:00 in the morning, and I said, ‘I’ll take it!’ I had to run to the bank and scramble back with my deposit. I had never been more excited in my life.”

Matt, who was born in 1983, grew up rocking out to MTV and guiding a hammer-wielding Mario through the dangerous world of Donkey Kong. Accordingly, he has spent the past seven years perfecting Slice of the 80s in tribute to his favorite decade. Voted Best Independent Pizzeria by viewers of Detroit’s WDIV-TV in 2014 and 2015, the little pizzeria attracts a crowd of families, hip singles and millennials with its siren combo call of flavored crusts and 1980s atmospherics. It’s a place where

“With online ordering, the customer acts as his own employee, with a digital POS system at his fingertips.”

— A DA M M AT T, SLICE OF THE ’80S 66

Generation Xers can still play Galaga and Millipede and specialty pies have names like Tubular, Gnarly and Radical. Everywhere they look, guests are transported back to the Reagan years, thanks to Van Halen and Bon Jovi posters and album covers, bright splash-paint accents and neon-adorned graffiti murals on brick facades affixed with vintage electric guitars. They can focus on familiar friends of yesteryear, from the California Raisins to He-Man and Freddy Krueger action figures, and tap their toes to the digital pulses and tracking lights of the arcade machine that features more than 50 classic video games.

The playful, pure-fun concept makes Slice of the 80s different than your grandfather’s pizzeria—or your mom and pop’s store, for that matter. The customers themselves have even helped to create the ambience.

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Slice of the 80s staff members (from left) Samantha Browning, Ben Ziegler, Jim Gramm, Adam Matt, Natalie Matt, Billy Brant, Mercedes Garcia and William Miracle bring teamwork, fun and dedication to the award-winning Detroit-area pizza shop.

“ Why spend $400 or $500 on ads in a publication when I can have a billboard on wheels pay for itself?”

— A DA M M AT T, SLICE OF THE ’80S

“When we opened, we got the community involved in our ’80s theme by inviting them to bring in their Back to the Future items from their basements to help decorate in exchange for a free large pizza,” Matt says.

GET OUTTA MY DREAMS (GET INTO MY CAR) But Matt’s most effective marketing tools can be found out on the open road—his delivery fleet of show cars that are as flashy and in-your-face as the metal bands that inspired them. Fresh pizza and fast cars go together like Mario Andretti and milk, so Slice’s “formula one” for marketing starts with mobile branding. “Our business is 60% to 65% delivery, 25% percent pickup and 68

5% percent dine-in,” Matt explains. “While delivery sales were going up in our first few years, I noticed this beautifully wrapped car cruising down the street one day, promoting the local Ford dealership. The idea hit me like a thunderbolt: Why spend $400 or $500 on ads in a publication when I can have a billboard on wheels pay for itself? We found a great company, and our drivers agreed to have their cars wrapped with a vinyl-latex covering designed with our logo—a gnarly, radical rocker dude rendered in bright, brilliant colors.”

Every pizza delivery for Slice of the 80s gets attention as these customized vehicles roll into neighborhoods or idle at traffic stops. “Our cars really turn heads, and we constantly get calls from new customers who noticed our logo out on the street,” Matt says. “The wrap looks incredible and protects the vehicles from rain, snow and stones. Now we operate two bright blue vehicles, including a Prius, and a hot pink model.” (In truth, Matt concedes, his delivery buggies aren’t really that fast—but they sure stand out.)

TOPPING $1 MILLION IN SALES But even cool cars and Donkey Kong can’t make people want to eat your pizza if it doesn’t taste good. Fortunately,

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Need a hand spicing up your crust ?

No problem, we’ve got you covered.

Visit the Tom Lehmann Dough Information Center for the answers to all your dough formulation questions. From baker’s percentages to water content to flavor-infused doughs, the Dough Doctor provides the info that will have you raking in the dough!

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Slice of the 80s has that covered, too.

Matt and his staff make their own dough and sauce and chop and prep fresh vegetables every day. They’ve developed seven flavored crusts, including Original, Butter, Butter Parmesan, Butter Garlic, Cajun, Sesame Seed, Honey and the most popular flavor, Nacho Cheese. “In

the beginning, we did everything fresh, because I preferred the independent approach and, frankly, we had the time because we weren’t that busy,” Matt recalls. “Now that we’re always busy, we’ve stuck to that plan, because our customers tell us they love our food and they’d be depressed if we didn’t make it fresh.”

MARSAL ISLAND

Proudly made in the

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Delicious food, a winning theme and those flashy cars have helped drive annual sales from a starting line of $300,000 in 2008 to more than seven figures. “Last year, we broke a million for the first time,” Matt says.

“From where we started, that’s incredible.” His website’s large yellow-text “Order Online Now” button has boosted sales and improved the bottom line, too. “I got tired of paying someone just to answer phones, so I put in my website two years ago and integrated an entire online and social media ordering system with pointof-service technology,” Matt notes.

“With online ordering, the customer acts as his own employee, with a digital POS system at his fingertips. They see the menus in detail on the screen and take on the responsibility themselves to get the order right, which is what younger customers want today.”

With sales rising every year, Matt admits to contemplating future expansion, but his current focus is fine-tuning his single-store baby.

“We’re so into quality here that I fear opening up another store would spread us too thin,” he says. “If someone came in with an offer to franchise our concept, we’d consider it, of course.”

But, at 32, he’s in no hurry. He has already proven that creative vision, solid marketing and quality food can overcome the competitive challenges of a chain-linked pizza playing field.

“My passions in life are pizza, my family and the ’80s—not necessarily in that order,” he says. “I figured I’d incorporate what I love into my job, and it would never seem like work.”

Andy Knef is PMQ’s associate editor.

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Know a pizzeria that’s over 50 years old and a pillar of the community?

Nominate them for inclusion into the Pizza Hall of Fame!

Visit

www.PizzaHallofFame.com for more information.

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Victory HOUSE

In The

Pizza chains seeking relief from the FDA’s upcoming nutritional labeling rules may have caught a break with H.R. 2017—if it makes it into law. By Andy Knef

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House bill (H.R. 2017) passed in February would allow pizzerias to determine their own serving size for calorie counting and give restaurants that offer mainly pizza delivery and takeout service the option to list nutritional data on their websites. The resolution passed with a bipartisan vote of 266-144.

The bill, called the Common Sense Nutrition Disclosure Act, would have to pass in the Senate and be signed by President Obama to become law. It’s an effort to preempt FDA labeling requirements scheduled to take effect Dec. 1, 2016, as part of the Affordable Care Act. These rules require restaurants with 20 or more locations to list nutritional information about their menu items on in-store menu boards. The pizzeria industry has been a leading advocate for changing the regulations, which they say are impractical, unmanageable and likely to raise operational costs for many operators. The nonprofit American Pizza Community, which includes Domino’s and other chains, was a key proponent of the legislation.

“Compliance with [the FDA’s current regulations] is estimated to cost American businesses more than $1 billion and 500,000 hours of paperwork,” said Rep. Cathy McMorris Rodgers of Washington, the Republican co-sponsor of the bill with Democrat Loretta Sanchez of California. “This is time, energy and financial resources that should be spent on creating jobs and building up the economy, not on paperwork.”

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Restaurant chains like Blaze Pizza have already developed online nutrition calculators to provide more menu data to health-conscious customers.

Bill opponent Margo Wootan, director of nutrition policy at the Center for Science in the Public Interest, says the legislation would result in “consumer confusion and prevent disclosure of straightforward, consistent calorie information at many foodservice establishments.”

A MATTER OF SLICE SHAPE But there has been disagreement and controversy about what reflects clear calorie data for pizzerias. Millions of menu topping options and the problem of nontriangular slice shapes figure into the controversy. The FDA’s current language would require some restaurants—specifically, those that don’t offer triangular slices—to list calorie counts by the pie instead of the slice, due to the policy’s demand for data based on “uniform sectors” of pizza.

Marla Topliff, president of Rosati’s Pizza in Chicago, which specializes in square cut-style pizza, has advocated for relief from the FDA requirement for “uniform sectors.” The new bill would allow individual pizza chains to determine their own serving size when establishing calorie counts.

“That’s a gigantic victory for pizzerias because it gets them away from a requirement that many owners felt would hurt their competitiveness in a highly contested casual restaurant marketplace,” says Betsy Craig, CEO

and founder of MenuTrinfo, one of the nation’s leading consulting firms for menu nutrition certification. “But what the industry really wants is the [proposed] rule that allows pizzerias that do the majority of their sales online to list their nutritional data on their websites.”

Craig adds that many pizzerias are already investing in creating in-store menu boards with accurate nutritional data as dictated by the FDA mandate. “They’re tired of the changes and ready to comply as best they can,” she says.

But the battle isn’t over yet, Craig warns: “The point to keep in mind is that this legislation must still pass the Senate and then get signed into law by an Obama administration that has been very outspoken on issues of childhood nutrition.” Another complication, Craig says, is that 15 states and many municipalities have their own nutritional labeling regulations in place, which remain enforceable until federal law takes effect.

The House legislation also offers relief to nonrestaurant businesses such as grocery stores, convenience stores, gas stations, entertainment venues, movie theaters, amusement parks, bowling alleys, miniature golf courses and other businesses that sell “restaurant-like” food. They would be exempt under the law, which would only apply to businesses that make more than 50% of their revenue from selling prepared food.

Andy Knef is PMQ’s associate editor.

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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 been to your town yet, time. Learn more abou it’s only a matter of t where the PMQ staff has been and look out for where we’re headed next.

Members of the PMQ Think Tank gathered for a special networking event held at the Nightclub & Bar Show in Las Vegas this year.

THE NIGHTCLUB & BAR SHOW LAS VEGAS PMQ’s Think Tank Reunion drew pizzeria operators from around the country for a networking event held at the Nightclub & Bar Show in Las Vegas. The private gathering featured musical entertainment from PMQ staff members Daniel Lee Perea, a.k.a. El Bebop Kid, and Brian Hernandez. The musical pair performed Brian’s pizza-themed parody song, “The Cover of the PMQ,” a humorous celebration of America’s pizzaioli and a certain magazine of which we’re all very fond.

ROCK & BREWS ALBUQUERQUE, NEW MEXICO When you wanna rock and roll all night, Rock & Brews is the place to be in Albuquerque. PMQ’s Daniel Lee Perea and Brian Hernandez paid a visit to the brewpub, co-owned by KISS legends Paul Stanley and Gene Simmons, and spent a little time on the pet-friendly patio. Brian described the food as “first-class” and noted that Rock & Brews even has a menu for dogs, including a nonalcoholic beer called the Bowser brew.

Brian Hernandez met Toby the Parrot on the pet-friendly patio at Rock & Brews in Albuquerque.

Although it’s not on the menu at Cane Rosso, Lee Hunzinger’s Meat Stromboli is legendary at PMQ.

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CANE ROSSO FAIRVIEW, TEXAS Continuing their travels through the American West, Daniel and Brian galloped into Fairview for a video chat and photo shoot with one of our favorite pizza chefs, Lee Hunzinger of Cane Rosso. Lee, who will be the subject of a feature article in an upcoming issue of PMQ, worked his magic for several years at Cane Rosso’s sister restaurant, Zoli’s NY Pizza Tavern, until it recently closed its doors due to structural issues with the building; a new location is slated to open later this year. Meanwhile, in addition to the Fairview store, Cane Rosso operates restaurants in Dallas, Fort Worth and Carrollton, and has been singled out by D Magazine for serving the “best pizza in Dallas” for five straight years.

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Where We're Going

Simone Roos Qvist won last year’s Pizza-SM pizza making competition with a sourdough-crust Bianca pizza.

PIZZA-SM 2016, STOCKHOLM It’s hard work, but somebody’s gotta do it: Missy Assink, PMQ’s international correspondent, will judge Pizza-SM 2016, a national Swedish pizza making competition, at GastroNord & Vinordic in Stockholm on April 26 through 29. Missy will also perform a dough spinning routine for the crowd. In addition to the culinary contest, Pizza-SM features a dough spinning competition to choose Sweden’s best pizza acrobat. Last year’s culinary winner, Simone Roos Qvist, hailed from Vezzo Bar & Ristorante in Umeå, Sweden. Qvist’s winning pizza, the Bianca, featured a sourdough crust, svartkål, spinach, prosciutto, garlic chips and balsamic. Held every two years at the Stockholmsmassan, GastroNord and Vinordic are the largest trade shows for the food and beverage industry in northern Europe.

WORLD PIZZA CHAMPIONSHIP, PARMA, ITALY Have you ever dreamed of swimming in a gigantic vat of balsamic vinegar? Technically, it’s possible, although the folks at Modena Fine Foods would discourage it. They’ve got the world’s largest barrels of balsamic vinegar (with a capacity of more than 71,000 gallons) at their Acetum balsamic production facility in Modena, Italy. And members of PMQ’s U.S. Pizza Team will behold them in all their glory during their trip to Parma in May for the World Pizza Championship. Often described as the Olympics of pizza, the World Pizza Championship brings together pizza makers and pizza acrobats from across the globe for culinary and dough spinning contests. When they’re not competing to make championship-level pizzas, USPT members will also enjoy a castle dinner at Castello Torechiarra and spend an afternoon in Venice.

Located in a Modena warehouse, this vat of balsamic vinegar, the largest in the world, even has a name: Hercules.

April 2016 pmq.com

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PIZZA WITHOUT BORDERS

Reporting international trends, events and cultural etiquette from around the world

By Missy Assink

Brazil Pizza Show and Conference Return to São Paulo The 2nd annual São Paulo Pizza Show and 4th annual ConPizza conference return to São Paulo July 11 and 12. The events are geared to the pizza industry and are free to the public. Previous years’ events have hosted such pizza legends as John Arena, Scott Wiener, Giulio Adriani and PMQ publisher Steve Green.

This year’s focus will be innovative packaging and menus to increase functionality and sustainability.

For more information or to register for the events, visit adecgestores.com.br.

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Cultural Tip In a PMQ video exclusive, watch PMQ China publisher Yvonne Liu demonstrate how to properly give and receive a business card in China.

China Swapping Business Cards in China In China, the process of giving and receiving business cards is no small matter. It’s done with respect, grace and full attention. The card must be given while standing, using both hands to present the card, along with a small bow. Make sure the text is facing the person receiving the card and accept it with both hands. Say “thank you” and look at both sides of the card. Adhering to this cultural formality will create a positive first impression, indicating that you respect Chinese culture and their way of doing business.

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Pizza Prima is a popular new Russian pizzeria company.

Russia Pizza Industry Growing Despite Economic Sanctions The pizza business is thriving in Russia, despite that country’s economic crisis, says PMQ Russia publisher Vladimir Davydov.

Davydov says the number of pizzerias and pizza delivery services—especially small shops and micro-pizzerias (between 40 and 200 square feet)—has gone up. Pizza also appears frequently in bars, coffee shops and even Asian restaurants.

Prior to economic sanctions against Russia, foreign cheeses had dominated the pizza industry, but now between 85% and 90% of cheeses used are domestic. Production of local meat and chicken toppings is also on the rise. Meanwhile, about 40% of Russian pizzerias still use Italian flour, the top brand being 5 Stagioni, followed by Molino Grassi.

Tokyo, Japan Tokyo Student Writes Thesis On American Pizza Yutaro Honda loves pizza so much, he made it the topic of his thesis at Tokyo University. Scheduled to graduate this spring, Honda submitted a thesis entitled, “A History of American Pizza After the Second World War: American Pizza Made Pizza Famous Worldwide.”

“Pizza first won the heart of the American people in the 1950s,” Honda says. He adds that the dish’s flexibility, along with the standardization techniques implemented by American operators, helped pizza to propagate around the world. “Pizza is very cool,” says Honda, who teaches freestyle dough-spinning classes once a month in Tokyo’s Yoyogi Park. “Thanks to the U.S., Japanese can now eat both American- and Neapolitan-style pizzas.”

Yutaro Honda practices his dough spinning moves at Yoyogi Park in Tokyo.

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PRODUCT SPOTLIGHT A Truly Modern Mixer

Gluten-Free Made Tasty and Easy!

This gluten-free pizza crust mix from Authentic Foods makes a high-quality traditional pizza crust with no eggs, dairy or gums needed. With only water, oil and yeast, this makes dough that’s easy to stretch—great for any pizza style, calzones, garlic knots and more. 310-366-7612, authenticfoods.com

The Varimixer V60P is the product of 101 years of manufacturing know-how.

The original variable-speed, belt-driven tank of the mixer, which now comes with a new digital timer, is easy to clean and operate. It has smooth surfaces with no overlapping panels or exposed bolts and no bowl latches, thanks to self-aligning bowl arms.

318-347-0193, varimixer.com

The Roman-Style Solution Molino Polselli’s Super “00” flour is derived from the best high-protein wheat. Recommended for pizzaioli who work with a “long leavening method,” it’s perfect for authentic, crunchy, chewy and light Roman-style pizza.

Thanks to a slow milling process and careful attention to detail, Polselli mills the fl our without damaging the gluten, creating a perfect equilibrium between strength and elasticity.

305-406-2747, manzofood.com

A Measurable Difference The Portion Peel’s innovative design features measuring circles to eliminate uncertainty of the size of the pizza being made on the peel. No need to ink the wood peel or stretch the dough onto its beveled edges for easy launching—our customers will receive the pizza size they ordered every time!

330-608-5928, portionpeel.com

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Custom-Designed Pizza Crusts Looking for a unique pizza crust to call your very own? Baker’s Quality Pizza Crusts, a third-generation, family-owned business in Milwaukee, offers custom-designed crusts made specifically for your pizzeria. Baker’s Quality has a vision and passion for great pizza crusts that has been passed down through the generations.

262-513-9237, bakersquality.com

Opening Bottles in Style Are you looking for a great promotional giveaway? Maybe you want to add a new revenue stream with a retail line of logo-adorned products? Cymba bottle openers may be just the item you’re looking for. From staple products to modern artistic designs, Cymba can provide a variety of customized bottle opener products for your brand.

978-652-9622, cymba.com

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THE PIZZA EXCHANGE BULLETIN BOARD

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April 2016 pmq.com

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THE PIZZA EXCHANGE BULLETIN BOARD

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ADVERTISER INDEX APRIL 2016 Advertiser

Phone Website

Page

Allied Metal Spinning . . . . . . . . . . . . . . . . . . . . . . . 718-893-3300 . . . . . . . . alliedmetalusa.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 80 AM Manufacturing . . . . . . . . . . . . . . . . . . . . . . . . . . 219-472-7272 . . . . . . . . . ammfg.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 55 Bacio Cheese . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 885-222-4685 . . . . . . . . baciocheese.com . . . . . . . . . . . . . . . . . . . . . . . Cover Tip, 25 Bellissimo . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 800-813-2974 . . . . . . . . bellissimofoods.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 13 Custom Cheese Shakers . . . . . . . . . . . . . . . . . . . . 844-424-LOGO . . . . . . . customcheeseshakers.com . . . . . . . . . . . . . . . . . . . . . . . . 71 Delivery Bags Depot . . . . . . . . . . . . . . . . . . . . . . . . 844-HOT-BAGS . . . . . . . deliverybagsdepot.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . 81 Dough Mate . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 800-501-2458 . . . . . . . . doughmate . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 81 Dutchess . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 800-777-4498 . . . . . . . . dutchessbakers.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 97 Edge Ovens . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 888-480-EDGE . . . . . . . edgeovens.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 35 Escalon . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 209-838-7341 . . . . . . . . escalon.net . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 15 Fontanini . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 800-331-MEAT . . . . . . . . fontanini.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 17 Galbani . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 800-206-9945 . . . . . . . . galbanicheese.com . . . . . . . . . . . . . . . . . . . . . . . . . . . 48, 49 Grande Cheese . . . . . . . . . . . . . . . . . . . . . . . . . . . . 800-8-GRANDE . . . . . . . grandecheese.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3 Harbortouch POS . . . . . . . . . . . . . . . . . . . . . . . . . . 866-286-8744 . . . . . . . . iharbortouch.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 19 HTH . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 800-321-1850 . . . . . . . . hthsigns.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 82 Italforni . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 424-364-0075 . . . . . . . . italforniUSA.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 53 La Nova . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 716-881-3366 . . . . . . . . lanova.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Back Cover L.F.I. Incorporated . . . . . . . . . . . . . . . . . . . . . . . . . . . 888-882-0551 . . . . . . . . lfiincorporated . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 39 Liguria Foods . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 515-332-4121 . . . . . . . . liguriafoods.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 21 Lloyd Pans . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 800-748-6251 . . . . . . . . lloydpans.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 82 MailShark . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 800-457-4275 . . . . . . . . themailshark.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 80 Marsal & Sons . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 631-226-6688 . . . . . . . . marsalsons.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 70 MicroMatic . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 866-327-4159 . . . . . . . . micromatic.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 57 Microworks . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 800-787-2068 . . . . . . . . microworks.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9 Middleby Marshall . . . . . . . . . . . . . . . . . . . . . . . . . . 877-34-OVENS . . . . . . . wowoven.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7 My Pizza Protector . . . . . . . . . . . . . . . . . . . . . . . . . . 888-766-1120 . . . . . . . . mypizzaprotector.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 82 Our Town America . . . . . . . . . . . . . . . . . . . . . . . . . . 800-497-8360 . . . . . . . . ourtownamerica.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 61 PDQ POS . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 877-968-6430 . . . . . . . . pdqpos.com . . . . . . . . . . . . . . . . . . . . . . . Inside Back Cover Perfect Crust Pizza Liner . . . . . . . . . . . . . . . . . . . . 800-783-5343 . . . . . . . . perfectcrust.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 81 Pizza Butler . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 718 894 1212 . . . . . . . . thepizzabutler.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 61 Precision . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 877-R-MIXERS . . . . . . . . pizzamixers.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 67 Restaurant Depot . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . restaurantdepot.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 55 Speedline . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 888-400-9185 . . . . . . . . speedlinesolutions.com/results . . . . . . . . . . . . . . . . . . . . . 29 Somerset Industries . . . . . . . . . . . . . . . . . . . . . . . . 978-667-3355 . . . . . . . . smrset.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 71 Stanislaus . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 800-327-7201 . . . . . . . . stanislaus.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4, 5 Tyson Foodservice . . . . . . . . . . . . . . . . . . . . . . . . . . 479-290-4000 . . . . . . . . tyson.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2 Univex . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 800-258-6358 . . . . . . . . univexcorp.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 27 Winona Foods . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 920-662-2184 . . . . . . . . winonafoods.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 61 XLT Ovens . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 888-443-2751 . . . . . . . . xltovens.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 11

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.

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THE PIZZA EXCHANGE PIZZA INDUSTRY RESOURCE GUIDE ACCOUNTING

BREAD

specializing in

Kim

Pizza/Restaurant Accounting Services

Contact us for your PERSONLIZED program

Affordable plans customized for your pizzeria

StarcherAccounting.com

TA X E S

•

PAY R O L L

•

P&L’S

Specializing in Hearth-Baked Italian Breads, Hoagies, Buns & Rolls Since 1911. www.cellones.com 800.334.8438

tax accountant Starcher

(330) 357-6102

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

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

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

Winona Knows Cheese. Get to Know Winona.

Natural | Process | Portions | Specialty

Winona Foods, Inc.

WinonaFoods.com

SEE US AT PIZZA EXPO! #1735

920.662.2184

CHEESE SHAKERS

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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.

The BEST Pizza POS OS OS

■ ■ ■ ■ ■

Integrated Inventory Management Marketing Systems Result Mapping Online Ordering System and much more!

817.299.4500 sales@BreakawayPOS.com www.BreakawayPOS.com

877-968-6430 PDQpos.com

The Fastest POS on the Planet The Easiest to Learn & Operate Online Ordering / Rewards & Loyalty Mobile Reporting/Enterprise Complete EMV & PCI Compliance

1-888-400-9185 speedlinesolutions.com CUTTING BOARDS - EQUAL SLICE

Pizza Technology that Delivers.

www.granburyrs.com

800.750.3947

DESSERTS

Now Offering Gelato & Tiramisu Cups

908-241-9191 * Tasteitpresents.com Dessert is the last impression you’ll make on a customer

Make it count

DOUGH

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THE PIZZA EXCHANGE PIZZA INDUSTRY RESOURCE GUIDE DOUGH, CONT.

DeIorio Foods

@DeIorios

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!

Excellence in Customer service since 1955!

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

Buy direct from the manufacturer with over 25 years manufacturing in dough trays.

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

DELICIOUS MADE-TO-ORDER BREAD AND PIZZA DOUGH Old World Tradition with New World Convenience.

www.mamalarosafoods.com

To locate a distributor near you, call 734-946-7878.

DOUGH DIVIDERS/ROUNDERS

When Dough Matters!

Eliminate racks, lids and tins with our stackable, airtight and cost effective Dough Trays.

1-502-969-2305 www.DoughTrays.com COST EFFECTIVE

STACKABLE

AIRTIGHT

DURABLE

ORDER DIRECT

4601 COMMERCE CROSSINGS DR., STE 300, LOUISVILLE, KY 40229 | p: 502-969-2305 | f: 502-810-0907

WWW.DOUGHTRAYS.COM

FLOUR, GLUTEN-FREE

Premium Gluten-Free Blends & Baking Mixes Since 1993

DOUGH PRESSES, ROLLERS

Let us simplify your gluten-free needs and create the quality your customers crave.

Tel: 310-366-7612 E-mail: sales@authenticfoods.com Web: www.authenticfoods.com

800.835.0606 ext. 205 | www.doughxpress.com

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

FLOUR

Exceptional pizza starts with exceptional flour.

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.

Molino Pasini s.p.a. - Italy

Full line flours for Pizza, Fresh Pasta, Ready Mix for gnocchi Phone: 1-973-454-8534 +39 0376 969015 www.molinopasini.com - info@molinopasini.com

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

CHICKEN WINGS With AutoFry and MultiChef ventless technology you can serve hot delicious appetizers without the need for costly renovations.

Fully Automated • Convenient • Reliable • Safe • Affordable • Fully Enclosed For more information call 800-348-2976 or visit us online at MTIproducts.com • AutoFry.com • MultiChef.com Your Source for Ventless Kitchen Solutions for over 25 Years

FOOD DISTRIBUTORS

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800-489-0048 www.idcard.com

FURNITURE/FIXTURES FRANCHISING

Should You Franchise Your Restaurant?

Contact us today to receive your free video on “How to Franchise Your Business” and learn ® about one of the most dynamic methods of expanding your business in today’s marketplace.

F R A N C H I S E C O N S U LTA N T S 708-957-2300 • www.ifranchisegroup.com • info@ifranchisegroup.com

ALWAYS WITH YOU. Come talk with us on these platforms!

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

E

&

HOTEL ROOM KEYS

D E L I C I O U S ™ WHOLES

OME & DELICIOUS

HOTEL ROOM KEY ADVERTISING

™

DIAL #600 from your room for In-Room SPEED DIAL Papa John’s ROOM DELIVERY to Your Business

PIZZAROOMKEYS.COM • 866-912-3539 INSURANCE PIZZAPRO .............................................................Low cost pizza delivery insurance program Contact Julie Evans (717) 214-7616..............................................................www.pizzapro.amwins.com

MACHINERY/OVENS/EQUIPMENT MIDDLEBY MARSHALL

OVENS

Premium Gluten-Free Blends & Baking Mixes Since 1993 Let us simplify your gluten-free needs and create the quality your customers crave.

Tel: 310-366-7612 E-mail: sales@authenticfoods.com Web: www.authenticfoods.com

MIXERS

RANDELL

PREP TABLES

AMERICAN RANGE

WALK-INS

SOMERSET

PARTS SMALLWARES

1-800-426-0323

www.northernpizza.com

IMPERIAL

MACHINERY/EQUIPMENT

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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

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

save time and increase profits!

www.timeforge.com 866.684.7191

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.

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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

60 QUART—HEAVY HEAVY DUTY

Pizza Mixer

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

We don’t take a canned approach to mushrooms.

Mushrooms

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

OLIVES THE WORLD`S LARGEST OLIVE AND OLIVE OIL PRODUCER ACORSA USA 2200 FLETCHER AVE. SUITE # 702, FORT LEE, NJ 07024 Tel. 201-944-0474 ...... Fax # 201-944-1279 enrique.escudero@dcoop.es ... www.dcoop.es We offer a full line of Green Olives, Ripe Olives and Olive Oil from Spain for private label or branded. OU Kosher and BRC Certified. Inventory stored at 11 warehouses throughout the U.S.

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

800-222-1138

www.varimixer.com V6OP

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

MOISTURE-ABSORBENT TOPPINGS CONDITIONER/SUPPLIES

ONLINE ORDERING

ALWAYS WITH YOU. Come talk with us on these platforms!

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

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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

FRESH PIE Pizza Box Liner/ Insert

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

PIZZA BOXES “The Swiss Army knife of pizza boxes”

PIZZA DELIVERY THERMAL BAGS

info@greenboxny.com | 212.874.0748 | www.greenboxny.com

Quality Ingredients. Safe Boxes.

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

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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.

Tailored to your preferred length, shape and functionality.

100% made in Italy and available in America, close to you with the service you need.

Pro fe & r ssion est au al too ran ts, ls for sin piz ce z 19 erias 86 .

GI.METAL USA, INC Phone (630) 553 9134 www. gimetalusa.com info@gimetalusa.com

Be Smart.

Wood is over.

MADE IN ITALY

APRIL SPECIALS

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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

$13.49

$10

ATE FLAT R ING SHIPP

1-844-HOT-BAGS

Satuisafaractniotened! g

www.deliverybagsdepot.com

PIZZA OVENS

TRADITIONAL, FAST CASUAL, ARTISAN...

WE’VE GOT PIZZA COVERED VENTLESS IMPINGEMENT CONVEYORS, BATCH, AND ARTISAN BATCH OVENS 1-800-90TURBO | www.turbochef.com

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

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

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THE PIZZA EXCHANGE PIZZA INDUSTRY RESOURCE GUIDE PRINTING, CONT.

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

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THE PIZZA EXCHANGE PIZZA INDUSTRY RESOURCE GUIDE SPICE FORMULATION, BLENDING & PACKAGING

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April 2016 pmq.com

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PIZZA HALL OF FAME www.pizzahalloffame.com

Salvatore’s Pizza (Left to right) Salvatore’s has become a fixture at the Erie County Fair; generations of family members learn life lessons by working the stand; Salvatore and Flo Butera sell slices in the ’70s; the Buteras’ son Larry helps craft pizzas in the ’60s.

W

hen the eldest daughter of Italian immigrants Salvatore and Philomena “Flo” Butera suggested turning their successful grocery store into a pizzeria (predicting that the new teen-fave snack food would become all the rage), they thought she was crazy.

The couple compromised by opening an Italian restaurant in 1955, incorporating family recipes straight from their mothers’ kitchens and adding pizza to the menu. But the pizzeria’s reputation quickly grew beyond its four walls: When the Erie County Fair in Hamburg, New York, solicited vendors, Salvatore’s Pizza-ria became one of the first to offer pizza for its crowds in 1956. “My dad was always ahead of the curve,” recalls Salvatore Butera Jr., who currently oversees the operation. “He taught us that you have to take care of your customers— and 60 years later, those original cus-

Decades before food trucks flooded the streets, an enterprising husband and wife peddled slices on the go in western New York—and, 60 years later, the tradition continues. By Tracy Morin

tomers come see us with their kids and grandkids. They’re the engine that runs our business.”

Though the elder Buteras were ready to retire from the brick-andmortar biz in 1966, they kept up their annual fair schedule and introduced a roving pizzeria on wheels in 1972 for events. By the ’80s, the couple’s kids, especially Salvatore Jr., were primed to take over and keep the legend alive.

No small feat—because part of what makes the pizzeria unique, especially in a fair setting, is its restaurant-quality product. You won’t find frozen dough or heat lamps here; dough and sauce is made fresh daily from scratch, and pizza is crafted to order. “We still work the old-fashioned way, working a little harder and maintaining quality ingredients to make our unique product,” Salvatore beams. “We’ve kept the same recipe and the same intimacy with our customers that my parents had back

in the day. When your name’s on the sign, you look harder at those things.”

Salvatore’s remains seasonal, working festivals, fairs and carnivals all through summer. Family members continue to lend a hand, teaching younger generations important life lessons in work ethic and customer service. But for those who crave a taste of Salvatore’s pizza year-round, Salvatore Jr. has recently started a side business, creating products (sauce, dough mix and more) that are now for sale on Amazon, at local retailers and through its own website, salvatorespizzatrailer.com. “You never know where things are going to take you—we just sent products to someone in Germany, and it’s a really humbling experience that we’re very thankful for,” Salvatore Jr. says.

“When you have a mom-and-pop shop, that’s your life, your DNA. Food guys never retire.”

HAS YOUR PIZZERIA BEEN IN BUSINESS FOR 50 OR MORE YEARS? IF SO, CONTACT US AT TRACY@PMQ.COM. 98

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