PMQ Pizza Magazine June/July 2016

JUNE/JULY 2016 | WWW.PMQ.COM

The Fire

Within Innovative Dallas-based chef Lee Hunzinger reimagines the possibilities of pizza PAGE 46

PLUS: SPECIAL SECTION: Top operators share their secret recipes PAGE 32

How to create video content that really sells PAGE 64

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Now On PMQ’s Pizza Kitchen: The Artichoke, Potato and Mushroom Pizza Chef Brian Hernandez bakes up a meatless masterpiece with rosemary- and garlic-roasted potatoes, marinated artichokes, black olives, Roma tomatoes and mushrooms marinated in vegetarian Worcestershire sauce. Loaded with flavor, it’s the perfect pie for both vegetarians and Meat-Free Monday fans who still crave the flavors and textures of meat.

Now On PMQ.com WEBSITE EXCLUSIVES: Malawi’s Pizza Feeds African Children With its eye-catching logo depicting a mother elephant and her calf against an African sunset, Provo, Utahbased Malawi’s Pizza is clearly a different kind of pizza brand. Read this online exclusive at PMQ.com to learn how every meal purchased by a Malawi’s customer ultimately fills two bellies, not just one.

Pizza Consumption at Highest Level in Four Years According to the latest report from research firm Technomic, Americans on average now eat pizza four times a month, up from 3.4 times a month in 2014.

But their expectations have changed, too. Visit PMQ.com to find out what customers want to see on your menu.

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PMQ Pizza Magazine The Pizza Industry’s Business Monthly

Pizza Hut’s New Strategy: Easy Beats Better With a renewed focus on faster delivery, online ordering, value deals and a loyalty program tied to a mobile app, Pizza Hut’s same-store sales rose 5% in the United States in the first quarter of 2016. Find out why the company has come to believe convenience trumps quality for today’s consumers at PMQ.com.

Punk-Rock Pizza Joint Launches Girls Club Pop-Up The pop-up trend has gone punk in Portland, Oregon. Pizza Jerk, a self-described “punk-rock family pizza joint,” joined forces this summer with chef Mika Paredes to create Girls Club, a pop-up series in Pizza Jerk’s garden area. Check out what Paredes says about creating food that’s “analog, not digital” at PMQ.com.

PMQ PIZZA MAGAZIN | Volume

PMQ.C 2016 | WWW.

OM

20, Issue 5

ON THE COVER

y 2016 E | June/Jul

Contents

JUNE/J ULY

The Fire

Within as-based chef Innovative Dall reimagines Lee Hunzingerties of pizza the possibili PAGE 46

’s Busines Industry

PAGE 32

s Monthly

The Fire Within

SECTION: SPE CIAL s share Top operator recipes et their secr

The Pizza

46

PLUS:

m | PMQ.co

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PAGE 64

When Lee Hunzinger, one of Dallas’ most innovative pizzaioli, dreams up a new menu item for Cane Rosso or Zoli’s NY Pizza Tavern, you can bet it won’t be cheap or easy to make. But it will be unforgettably delicious. By Rick Hynum

FEATURES

26

Marketing Marvels: Pi Pizza

PI PIZZA

Seeking a fresh approach to a tradition-bound food, Pi Pizza founder Steve DeLisle looked to the donut for inspiration—and you might say he scored a “hole-in-one.”

By Liz Barrett

32 CARDINAL’S PIZZA

56

te video How to crea really sells content that

Special Section: Top-Secret Recipes From simple yet scrumptious dessert pies to complex artisanal showpieces, these recipes from our talented PMQ readers are customer-tested and proven to sell.

56

The Gift of a Lifetime The death of a stranger saved Don Van Zant’s life. Now the owner of Cardinal’s Pizza pays that good deed forward by raising awareness about the importance of organ donation. By Andy Knef

64

Winning the Video Game Video has the power to sell pizza like nothing else can.

Here’s how to create traffic-building video content that will engage your customers using a medium they already love and understand. By Liz Barrett

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PMQ Pizza Magazine The Pizza Industry’s Business Monthly

PIZ Z + ST ON E STIC K

DANIEL PEREA

64

A

32

DEPARTMENTS

16

In Lehmann’s Terms: Achieving the Perfect Dough Mix Use your dough’s appearance as a guide to make sure it has been properly mixed, advises Tom “The Dough Doctor” Lehmann.

18

New York’s Finest: Fried Mozzarella As a kid, Chef Santo Bruno loved fried mozzarella as a snack. It’s as popular as ever with today’s customers and deserves a place on your appetizer menu.

18 20

Accounting for Your Money: Demand Electronic Data From Your Vendors If you’re stuck with an antiquated invoice system that relies largely on paper, it may be time for an upgrade.

30

Recipe of the Month: Sautéed Veggie Pizza Add this meat-free recipe from Escalon to your menu, and you will never again have to remind customers to eat their veggies.

ESCALON

30

76

Pizza Without Borders A pizza topped with sea bream tartar wins the World Pizza Championship; spicy beverages replace the hard stuff for some Europeans; and a Dubai pizza chain builds a culture of driver safety. By Missy Assink

98

Pizza Hall of Fame: Sbarro After enduring tough times in recent years, this mall-based megabrand has refocused on the five Ps—product, place, people, price and promotions.

SPONSORED CONTENT

78

Idea Zone: Portion Padl

SBARRO

With the FDA’s menu labeling law set to go into effect in May 2017, the Portion Padl and Portion PeeL can help ensure portioning consistency and accuracy in your nutritional information.

98 Check out our digital and tablet editions for bonus video content, including an exclusive recipe video featuring Lee Hunzinger of Cane Rosso, plus PMQ Test Chef Brian Hernandez’s amazing recipe for the Artichoke, Potato and Mushroom Pizza. Visit PMQ.com/ digital to view the digital edition, or download our tablet app at iTunes, Google Play and Amazon.com.

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PMQ Pizza Magazine The Pizza Industry’s Business Monthly

IN EVERY ISSUE 6

Online at PMQ.com

12

From the Editor

14

From the Inbox

22

Moneymakers

74

Where We’ve Been, Where We’re Going

79

Product Spotlight

83

Advertiser Index

84

Industry Resource Guide

TO SCHEDULE A FREE BACIO PRODUCT DEMONSTRATION

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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

Rediscover Your Inner Nerd

I

’m what you’d call a nerdling. Not a fully credentialed nerd, more a half-nerd who never earned his glasses. As a child, I got off to a good start—I read comics religiously, starting with kid-friendly DC and moving onto the edgier Marvel fare, wherein I witnessed the shocking death of Spiderman’s girlfriend (I didn’t really believe it until the next issue came out, and OH, MY GOD, GWEN’S REALLY DEAD!) and saw Captain Marvel tripping on acid while fighting the Watcher (hey, it wasn’t Mar-Vell’s idea—blame it on his hipster sidekick, Rick Jones, but, um…it’s a long, nerdy story, never mind).

By my teen years, my interests shifted to girls, cigarettes and the bourbon hidden in my dad’s closet. Some part of me still loved comics, but that part could get me killed in dodgeball games, so I buried it along with my fondness for “Billy, Don’t Be a Hero.” Forty years later, I have rediscovered my inner nerd, not because it’s now ironically cool to be nerdy, but because I’m middle-aged and don’t care what people think anymore. I’ve revisited all of my favorite comics through trade paperbacks and found new ones that I love. Marvel action figures peer down at me from a bookshelf in my living room, and poster-sized covers of Silver Age comics adorn my walls.

Rediscovering your inner nerd isn’t a bad idea for pizzeria operators.

Some of the most engaging themes and marketing strategies I’ve seen come from unapologetic nerds at places like Totally 80s Pizza in Fort Collins, Colorado (see Moneymakers, page 22), Galactic Pizza in Minneapolis (where every delivery driver is a caped crusader) and Smoking Monkey Pizza in Renton, Washington (see Stuff We Love, page 14).

Most of us, deep down inside, are nerds anyway, even if we still try to act cool (with varying degrees of success).

When developing your next promotion or launching a new concept, think about what you truly love (besides pizza), what makes you happy and engages your attention, even if it’s a guilty pleasure like ABBA tunes or reality TV. Chances are, many customers share those interests. Indulge your inner nerd, and see where your imagination takes you. It’s good for the soul, and it could be good for business, too.

VOLUME 20, ISSUE 5 JUNE/JULY 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

ADVERTISING SALES DIRECTOR

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

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

Tom Boyles, tom@pmq.com ext. 122

MARKETING DIRECTOR

Anna Zemek, anna@pmq.com ext. 140

SALES ASSISTANT

Brandy Pinion, brandy@pmq.com ext. 127

PMQ INTERNATIONAL PMQ CHINA

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

Tom Boyles, tom@pmqaustralia.com

PMQ RUSSIA

Vladimir Davydov, vladimir@pmq.com CONTRIBUTORS

Chef Santo Bruno, Tom Lehmann, Michael Rassmussen

PMQ PIZZA MAGAZINE | June/July 2016 | Volume 20, Issue 5

JUNE/JULY 2016 | WWW.PMQ.COM

The Fire

Within Innovative Dallas-based chef Lee Hunzinger reimagines the possibilities of pizza PAGE 46

PLUS: The Pizza Industry’s Business Monthly | PMQ.com

SPECIAL SECTION: Top operators share their secret recipes PAGE 32

How to create video content that really sells PAGE 64

12

ON THE COVER: Dallas pizzaiolo Lee Hunzinger serves up one of his innovative specialty pies at Cane Rosso. Photo by Daniel Perea.

PMQ Pizza Magazine The Pizza Industry’s Business Monthly

Rick Hynum Editor-in-chief PMQ Pizza Magazine

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.

FROM THE INBOX

“PMQ SAVED MY BUSINESS” Your work at PMQ Pizza Magazine saved my business during one of the darkest times of our local economy and continues to add value to my business as we enter a new era of prosperity, and I thank you for that. Please keep enlightening me on ways to improve my business and keep our industry strong.

A PROUD TIME FOR SALVATORE’S Thank you for the article about Salvatore’s Pizza [Pizza Hall of Fame, April 2016]. Seeing the article and photos published in a national magazine was very humbling, and I am honored that you found our little piece of the world deserving of induction into PMQ’s Pizza Hall of Fame. This is a very proud time for Salvatore’s Pizza and the Butera family. This recognition comes at a wonderful time in the history of our business, as we’re celebrating our 60th year. It has also made me realize what a special thing we have and how great it is to be able to serve our customers and not only make their meal experience enjoyable, but also make the entire fair or festival experience that much more memorable and positive.

Sal Butera Salvatore’s Pizza Hamburg, NY Congratulations on 60 years of success, Sal! Keep the good times—and the great food—rolling in western New York!

FIND US ON SOCIAL MEDIA: 14

PMQ Pizza Magazine The Pizza Industry’s Business Monthly

Kerry Steed Generations Pizzeria Wilmington, OH Via LinkedIn Thank you, Kerry. It’s so gratifying to know that PMQ has made a difference in your company’s success. Please keep us informed about Generations Pizzeria’s continued growth and prosperity!

E W F F U T S

otto at view.” So goes the m e th r fo ay St a. zz pi “Come for the t we keep nton, Washington. Bu Re in a zz Pi y ke on Smoking M e with cigar-puffing cebook posts, replet Fa e th r fo ck ba g nces only comin os and sci-fi refere ot ph a zz pi g rin te spired simians, mouthwa tween its artisan-in Be e. iat ec pr ap d ul a true nerd wo oking keting sensibility, Sm ar m t ea fb of , sh fre menu and ll, you know. a barrel full of…we an th n fu e or m is y Monke

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IN LEHMANN’S TERMS

Achieving the Perfect Dough Mix Tom “The Dough Doctor” Lehmann explains how to evaluate a proper mix for three types of dough. 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 A

How do I know when my dough has been properly mixed?

The easiest way is to use the dough’s appearance as a guide. At first, it will have a rough, dull, almost dark appearance; as you continue mixing, it takes on a smoother look, and the color seems to brighten. Actually, the color remains the same but, due to the smoother surface, it now reflects light, giving it a brighter hue. Once this smoothness has been achieved, you’ll also note a satiny appearance, which means the dough has been sufficiently mixed.

However, there are two exceptions. If you’re making an emergency dough—which will not be subjected to 18-plus hours of cold fermentation time and will be used shortly after mixing —more mechanical gluten development will be required. It depends on your particular formula, but, as a general rule, emergency dough should be mixed for about five minutes longer than regular dough.

PMQ Pizza Magazine The Pizza Industry’s Business Monthly

The second exception is for frozen dough. It will receive essentially no fermentation prior to being frozen, so it’s important to develop the gluten to a much greater extent than that which would be required for regular pizza dough. Frozen pizza dough typically uses strong, highprotein flour, helping the dough to resist the abuse it receives during storage and the freeze/ thaw process. Use the “window test” for frozen dough: Carefully stretch a small portion of the dough in your fingers to form a sheet or a “window”; the clearer the window, the more developed the gluten is. Fully developed gluten lets you stretch the dough to form a window that is so fine and clear that you can just about read a newspaper through it.

Note, however, that the “window test” is not good for judging regular pizza dough, which is significantly undermixed when you’re doing it right; the dough will probably just tear. It’s best for judging dough/gluten development with frozen dough or bread dough.

NEW YORK’S FINEST

Chef Santo Bruno (left) and Richard Ferrara of Marsal & Sons (right) chat with Kyle Goodin of Beech Ovens.

Chef Bruno revisits a favorite cheesy snack from his childhood.

W

hen I was a kid, my mom used to give me fried mozzarella as a snack. My own children consider it one of their favorite dishes to this day, and so do I. It’s stretchy, melty and loaded with salty, cheesy goodness. More and more pizza shops are selling fried mozzarella, or mozzarella sticks, on their menus as appetizers. If you haven’t added it to your menu, I will show you how to make it now, and you can thank me later as your appetizer sales explode. Serve it with a little marinara sauce, and your customers will thank you, too! 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.

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PMQ Pizza Magazine The Pizza Industry’s Business Monthly

INGREDIENTS: 14 oz. fresh mozzarella ¼ c. oil 2 eggs Flour, seasoned to taste with salt and pepper Plain breadcrumbs DIRECTIONS: Cut the mozzarella into slices about ½” thick.

Gently pat Mention this ad and receive FREE off the extra moisture with a paper towel. Heat the oil in a onsite installation! frying pan. While the oil is heating, beat the eggs. Meanwhile, place the flour and breadcrumbs on two separate plates. First, press the cheese slices into the flour, coating them evenly. Shake off the excess, then dip them into the beaten egg mixture. Finally, dip the cheese slices into the breadcrumbs. Repeat this process twice, then fry immediately in the heated oil. Fry the cheese slices until they turn a golden-brown color. (Pay close attention, because the breadcrumbs may fall off the cheese while frying.) Take them out, and let them drain on a paper towel. Serve hot.

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ACCOUNTING FOR YOUR MONEY

Demand Electronic Data From Your Vendors If your current suppliers are still sending you paper invoices and other reports, it’s probably time to find new suppliers.

By Michael J. Rasmussen

Q A

Why can’t all my vendors send me invoices electronically?

If they’re not doing so, they should be. In this digital era, we should never have to store paper invoices and financial documents—it’s incredibly inefficient. You can pay bills and make daily deposits on secure websites. Accountants make sure your data is digitally stored and backed up, ensuring that it’s reliable, up-to-date and well-organized and that your accounts are reconciled. You can digitally monitor your monthly financial statement.

So if you’re stuck with an antiquated invoice system that doesn’t fit within this digital financial reporting ecosystem, it’s time for an upgrade.

When a supplier wants to do business with you, I recommend asking him to provide examples of how he can send electronic invoice data in near-real-time. I even got one restaurant owner to place a sign on his front door.

It read, “Dear Customers: We work only with vendors that provide excellent customer service and stand behind their product, providing our management with electronic data so we can ensure you receive the most value for your dollars spent, and allowing our team to manage our products and services on a consistent basis for your dining experience. Thank you!”

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PMQ Pizza Magazine The Pizza Industry’s Business Monthly

I have witnessed thousands of dollars gone to waste, thanks to back-office systems that depend on paper invoices, with each invoice having to be entered manually into the system. Stop! Get into the digital age and demand electronic data from your vendors. It’s a great feeling to walk into your restaurant each morning already knowing—thanks to alerts on your mobile phone—that the previous night’s delivery arrived as scheduled (so you won’t have to run to the grocery store to pick up missing ingredients). It reduces your stress level and keeps the morning prep work running efficiently.

If your vendor lacks the ability to provide this electronic service, call a competitor. Online data in near-realtime is a movement, one that the pizza chains have taken advantage of for decades. It’s time to put your foot down and ask every vendor, “How can you help me reduce my paperwork and improve my restaurant’s operations to turn a higher profit? Right now?”

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.

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MONEYMAKERS

The 4th Is Strong With This One

Forget Independence Day and Cinco de Mayo—Totally 80s Pizza uses the 4th (of May) like a Jedi Knight. The Fort Collins, Colorado, pizzeria draws huge crowds every year with its celebration of Star Wars Day, a made-up “holiday” created by fans of the films. Customers dressed up as stormtroopers, Ewoks, Wookiees and princesses, while little ones lined up to get their faces painted and teens played vintage arcade games from the 1980s for just a quarter. Star Wars memorabilia adorned the pizzeria’s walls, and anyone could get a 10% discount just for placing an order in the voice of Jabba the Hutt.

Customers dressed up as their favorite Star Wars characters for a 4th of May celebration at Totally 80s Pizza in Fort Collins, Colorado.

A Special Pie for Ol’ Blue Eyes

Veteran Las Vegas pizzaiolo John Arena has restored a classic Sicilian pizza—his famous customer Frank Sinatra’s favorite in the 1980s—to the menu at Metro Pizza.

Back in the 1980s, John Arena, co-owner of Metro Pizza in Las Vegas, had a customer you’ve probably heard of: Frank Sinatra. Now Arena has restored Ol’ Blue Eyes’ favorite pie to the menu for old times’ sake. “It’s a classic New Yorkstyle Sicilian pizza made with four-day fermented dough, twice-risen and twice-baked,” Arena says. “The sauce simmers for six hours, and the pie is finished with imported Romano cheese.” When Sinatra was performing at the Golden Nugget, the executive chef there would sometimes place the order late at night. “He had a particular bellman who would meet us at the front door and go running off with the pizza,” Arena recalls.

Quick Tip: Using Campaign-Specific Hashtags Give your next social media promotion or marketing campaign its own distinctive hashtag, similar to Romeo’s Pizza’s #SlamDunk (a meal deal) or Little Caesars’ #StuffedCrustThoughts (pictured).

Your fans can use these hashtags to engage with your brand and to spread the word about your campaign to their friends.

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PMQ Pizza Magazine The Pizza Industry’s Business Monthly

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MONEYMAKERS

A Shout-Out to Mother Earth

Marco’s Pizza, headquartered in Toledo, Ohio, gave a big shout-out to environmentalists in April with a promotion that raised awareness of Earth Day. Instead of driving cars, Marco’s fans were encouraged via social media to choose an alternative form of transportation— such as riding a bicycle or taking the bus—to pick up food from Marco’s and then share photos on Facebook and Twitter. Several customers posted photos of their own feet, while one man shared a picture of his daughter on roller skates. Random winners received a free one-topping pizza for joining in the earth-friendly fun.

Marco’s Pizza urged customers to ditch their cars on Earth Day for a chance to win free pizza.

New Orleans Eateries Deliver Pizzas With Poems

Seven pizzerias in New Orleans did their part for art in this year’s Pizza Poetry Project, sending out 500 poems in pizza boxes across the city. In honor of National Poetry Month, Pizza Poetry Day, held on April 15, brought together Theo’s Pizza, Dolce Vita, Garage Pizza, Pizza Delicious, Reginelli’s Pizzeria Uptown, Mid-City Pizza and Louisiana Pizza Kitchen. The pizza shops published local kids’ verses on their pizza boxes, which went out with delivery orders throughout the day. The original poems dealt with subjects ranging from racism and family issues to a little brother that just plain got on one young poet’s nerves.

Minsky’s Celebrates With “4 for 40” Program

For its 40th anniversary, Kansas City, Missouri-based Minsky’s Pizza gave back to four local nonprofits in its “4 for 40” program that ran through May. Minsky’s partnered with the Alex Smith Foundation, KC Pet Project, Big Brothers Big Sisters of Kansas City and Turn the Page KC. Customers could designate 15% of their checks to be donated to one of the four nonprofits, and the organization that received the most donations from customers’ orders received a matching donation from Minsky’s at the end of the promotion.

Kansas City Chiefs quarterback Alex Smith operates one of the four nonprofit organizations that partnered with Minsky’s Pizza in the chain’s “4 for 40” program. The Alex Smith Foundation helps foster teens transition to adulthood through mentoring, education and other services.

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PMQ Pizza Magazine The Pizza Industry’s Business Monthly

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PMQ sat down with Mike Burdick (right), president of Pi Pizza, to discuss how his company's unique way of presenting pizza is turning heads and growing profits.

M A R K E T I N G

M A R V E L S :

Pi Pizza

This Florida pizzeria scores a hole-in-one with its unique, donut-shape pizza style and patented pizza box.

By Liz Barrett | Photos provided by Pi Pizza

P

izza has looked essentially the same for centuries, but one pizzeria operator in Florida decided to try something a little different. PMQ sat down with Mike Burdick, president of Pi Pizza (pipizza.pizza) in Winter Park, Florida, to talk about how a unique pizza presentation has customers talking and its fan base growing.

PMQ: WHAT MAKES PI PIZZA UNIQUE? Burdick: Our biggest hook is the patented process of cutting a 5” hole in the middle of our pizzas, where we place a variety of appetizers, salads and desserts. We also par-grill our pizzas for taste, crispness and consistency before topping them.

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PMQ Pizza Magazine The Pizza Industry’s Business Monthly

PMQ: HOW DID YOU COME UP WITH THE IDEA TO PUT A HOLE IN THE MIDDLE OF YOUR PIZZA? Burdick: The idea came from Pi Pizza’s founder, Steve DeLisle, who was intrigued by the food scene in Plymouth, Massachusetts, and thought it was time to do something different with pizza. He visualized a donut and applied the concept to pizza. The original Plymouth location was moved to Winter Park, Florida, in 2014, and we now have a total of five locations in Florida, with additional locations opening soon in California.

PMQ: WHAT HAPPENS TO THE DOUGH THAT GETS CUT OUT OF THE PIZZAS? Burdick: We use the extra dough to create homemade chips for our spinach dip and 5” pizzas for the kids.

“Our biggest hook is the patented process of cutting a 5” hole in the middle of our pizzas, where we place a variety of appetizers, salads and desserts.”

—MIKE BURDICK, PI PIZZA

PMQ: WHAT ARE YOUR MOST POPULAR PIES AND HOLES? Burdick: Our slices sell more than pies, but that varies by location. You can get any of our pizzas by the slice, including Your Father’s Garage for the meat lovers and The Sweet Chick for barbecue chicken fans. The holes are available with the pizzas or by themselves, with the most popular choices being chicken wings and our signature mac-and-cheese balls.

PMQ: TELL US ABOUT THE GOLDEN TICKET PROMOTION YOU RAN THIS YEAR. Burdick: Golden Ticket stickers were randomly placed inside of our pizza boxes, with prizes including a free large pizza, free combos and even free cruise tickets. Customers looked for their ticket, took a photo to post on Facebook, and contacted their local store to claim their prize. We gave away one cruise per week, per store—300 trips total. Luckily, we had internal sources that allowed us to run the contest without breaking the bank.

dine-in orders. Beer is the cheapest thing to give away, and our customers love it.

PMQ: PIZZERIAS ARE KNOWN FOR DELIVERY, BUT YOU ENLISTED SOME ADDITIONAL HELP, TOO, RIGHT? Burdick: We handle our own delivery plus use a local third-party delivery service called Doorstop Delivery that’s wildly popular. It brings in more orders for us while also providing additional marketing for the pizzeria.

PMQ: HOW DO YOU ATTRACT STUDENTS TO THE PIZZERIA? Burdick: Students enjoy a BOGO offer whenever they use their student ID, which allows us to track the percentage of students who come in. We see about 50/50 students and professionals, but the demographic varies by store location. Our product is received well by students and families due to the value.

The combo meal, which includes a slice of pizza, appetizer and a drink, is popular in all of the stores.

PMQ: IS IT TRUE THAT YOU GIVE AWAY BEER EVERY DAY? Burdick: Yes. We used to give two free beers on Fridays but then changed it to one free draft beer every day with

PMQ: WHAT IS YOUR FAVORITE WAY TO REACH CUSTOMERS? Burdick: Social media has really become a focus—especially Facebook, Yelp and

June/July 2016 pmq.com

27

Pi Pizza's multifaceted marketing strategy includes a logoed vehicle, a loyalty program and online ordering.

Instagram—in order to reach everyone out there with a smartphone. We try to integrate traditional media with our social media, and whenever we launch a promo, it goes out over all of our channels.

PMQ: IN WHAT OTHER WAYS ARE YOU MARKETING PI PIZZA? Burdick: We go out of our way to impress upon management and employees the need to gather information from customers about where they heard about us. We’ve incorporated marketing buttons on our POS system so we can track responses. We run a marketing report every Monday morning and have found that Yelp and Facebook are popular. Local billboards, spinner signs, advertisingwrapped vehicles, ads on downtown rickshaws, and cable TV have also helped our branding.

PMQ: TELL US ABOUT YOUR PATENTED PIZZA BOX. Burdick: We consider our unique, patented pizza box to be a great marketing tool for us and have gone to great lengths to have it created specifically to fit our pizzas and holes.

PMQ: IN WHAT WAYS ARE YOU REACHING OUT TO THE COMMUNITY? Burdick: Becoming known in the community helps to get our product out, and letting people try our pizzas and appetizers provides an immediate, positive response.

We bring pizzas to churches, schools, senior living complexes, community events, golf tournaments and the local chamber meetings. It all helps our awareness and popularity in the community.

28

PMQ Pizza Magazine The Pizza Industry’s Business Monthly

“We bring pizzas to churches, schools, senior living complexes, community events, golf tournaments and the local chamber meetings.

It all helps our awareness and popularity in the community.”

—MIKE BURDICK, PI PIZZA

PMQ: DO YOU OFFER ONLINE ORDERING? Burdick: We’ve seen our online ordering increase, as well as customers’ desire for a mobile ordering app. Sales are currently 10% to 20% and growing for online ordering.

PMQ: WHAT’S YOUR ADVICE FOR THOSE WHO MAY BE STRUGGLING WITH THEIR MARKETING? Burdick: I’ve been in the restaurant business for 25 years, and I’m still learning and adjusting. Things are so different today, and pizza is so competitive. You have to be incredibly open-minded and listen to what your customer has to say. You may need to try what you’re not comfortable with. Don’t just stick to the traditional marketing that worked in the past. Gather as much information as you can and use it to grow your business.

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

Everything you need to grow

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For more information on our products, call 1-800-553-5687 or visit www.baystatemilling.com

© Copyright 2016

RECIPE MONTH of the

Sautéed Veggie Pizza

INGREDIENTS: 1 whole-wheat 12’’ pizza dough 1 tbsp. olive oil ¾ c. red bell pepper, chopped ¾ c. yellow bell pepper, chopped ⅓ c. red onion, chopped 1 c. button mushrooms, chopped ½ tsp. dried or fresh basil ½ tsp. oregano ½ tsp. garlic powder ¼ tsp. sea salt 6 oz. pizza sauce Fresh basil for garnish Sponsored by Escalon

DIRECTIONS: Preheat oven to 425°F. Add olive oil to a large skillet and bring to medium heat. Once hot, add peppers and onion. Season with salt, basil, oregano and garlic powder. Cook until tender and slightly charred. Add mushrooms and cook a few minutes longer. Set aside.

On a floured surface, roll out dough to ⅛” thickness. Top with pizza sauce and the sautéed vegetables. Bake for 17 to 20 minutes, or until crisp and golden-brown. Top with fresh basil and serve.

Eat Your Veggies You don’t have to be a vegetarian to love a meat-free pizza. In fact, more and more Americans are eating their veggies these days, and many go out of their way to have a meatless meal at least once a week. Here are some ideas for taking a big bite out of the vegetarian market: Make your mark. Call out vegetarian items on your menu with some kind of special symbol, such as a green “V” or a carrot.

Shop around for the right meat and cheese substitutes. Seek out great-tasting alternatives and choose the products that work best for your operation. Consider shelf life on purchases such as vegan cheese, and look for mock meats that won’t dry out in the high heat of a pizza oven.

Train your staff. Your waitstaff should be able to answer vegetarians’ questions about how every menu item is prepared and which ones may contain “hidden” ingredients derived from animals (such as meat-based stocks and gelatin).

30

PMQ Pizza Magazine The Pizza Industry’s Business Monthly

C

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CM

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CMY

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I ’s more th It t han han pas past asta ta.

I ’s a symb It symbol mbol of your you devotio devo n.

A devotion to quality. To freshness. To craftsmanship. It’s what sets you apart. And what sets us apart too. Our uncompromising commitment means we fresh-pack the finest tomatoes using methods that eliminate the need for additives and preservatives.

It’s a difference you’ve got to taste—because tasting is believing. Visit escalon.net for a free sample.

Fresh-Packed California Tomatoes

©2016 Escalon Premier Brands

Top Secret Recipes

When you’re looking to uncover the culinary secrets of master pizza makers, it helps to employ a vast network of spies in strategic, far-flung locations.

Here at PMQ, we don’t have that kind of budget, so we tried a different tactic—we just reached out to our favorite pizzaioli and asked. Turns out they were happy to help. (You gotta love pizza people!)

From simple yet scrumptious dessert pies to complex and multilayered artisanal showpieces, these recipes, submitted by PMQ readers from coast to coast, are customer-tested and proven to sell.

Try them out in your kitchen, add your own little tweaks and special touches, and let us know how they worked for you!

Insalata Pizza

Antico Forno, Boston, MA Ingredients: 1 lb. pizza dough at room temperature 4 c. baby arugula 1 c. cherry tomatoes, halved ½ c. cucumber, thinly sliced 2 tbsp. balsamic vinegar 4 tbsp. extra-virgin olive oil ¼ lb. smoked mozzarella, sliced ¼ lb. sweet capicola, sliced Salt and pepper to taste Flour for dusting Directions: Preheat oven to 450°F. Dust the prep surface with flour and press and stretch pizza dough evenly to 15” diameter. Brush a perforated pizza pan with 1 tbsp. of extra-virgin olive oil and place pizza dough on the pan. Brush the dough with olive oil and sprinkle with salt and pepper. Add smoked mozzarella evenly on pizza. Bake pizza for about 15 minutes, until the underside is golden-brown and cheese is melted.

Remove pizza from oven and top evenly with sliced capicola.

Meanwhile, in a large bowl, toss arugula, cucumbers and cherry tomatoes and add remaining olive oil, balsamic vinegar, salt and pepper to taste. Slice the pizza and add the tossed arugula salad on top.

Smores Dessert Pizza Fox’s Pizza Den, Waxhaw, NC

Ingredients: 7-oz. dough ball Flour for stretching dough 3.25-oz. instant chocolate pudding cup Pinch of ground cinnamon 1.15 oz. graham crackers (about 2 crackers), broken up ½ c. mini-marshmallows Chocolate syrup (for drizzling) Icing (for drizzling) Directions: Stretch out the dough ball to 9” using flour (do not use cornmeal). Spread the chocolate pudding all over the crust. Sprinkle a very light coating of cinnamon on top. Lay down graham cracker pieces and place marshmallows on top. Bake at 450°F for 5 to 6 minutes, or until the bottom of dough and top of marshmallows are golden-brown. Drizzle chocolate syrup and icing on top after slicing.

Popper Pizza

Greathouse of Pizza, Casey, IL Ingredients: 10 oz. dough 5 oz. pizza sauce 2 whole, fresh jalapeño peppers, sliced into rings and seeded 4 to 5 slices hickory-smoked bacon, about ¾ cooked and cut into ½” pieces 14 oz. mild cheddar cheese (may substitute Monterey Jack, Colby Jack or Cheddar Jack), shredded 5 oz. cream cheese Fresh parsley (as garnish) Directions: Stretch dough out to 14” Chicago-style thin crust. Spread pizza sauce over the dough. Add cream cheese evenly over the sauce by pinching it off into nickel-size nuggets (like placing raw sausage on a pizza).

Spread cheddar cheese evenly over the pizza. Place jalapeño rings evenly on top of the cheddar cheese.

Place bacon evenly over the pizza. Bake until cheese is melted and bubbly, crust is golden-brown and bacon is crispy. Garnish with fresh parsley. Bake at 525°F for 8 to 12 minutes, until the bottom turns golden-brown and the edges start to curl up. (Variation: Use barbecue sauce instead of pizza sauce, add pulled pork and garnish with cilantro.)

Gene’s Original

Maxim’s Pizza, Food & Catering, Mentor, OH

Directions: Stretch dough on a 12”-by-16” square baking pan (2” deep). Brush olive oil on top of the dough as your base, just enough to coat. Top with marinated artichoke salad and chopped roasted red peppers. Pinch Italian sausage evenly over the whole pizza. Finish with the cheese blend, garlic, basil, oregano and black pepper.

Bake at 450°F for about 12 to 15 minutes.

Ingredients: Pizza dough Olive oil 3 c. marinated artichoke salad 3 c. roasted red peppers, chopped 2 c. Italian bulk sausage Mozzarella/provolone blend, shredded 1 tbsp. granulated garlic 1 tbsp. basil 1 tsp. oregano 1 tsp. black pepper

THE

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The Cooper Pizza

MOD Pizza, Bellevue, WA

Directions:

Ingredients: Pizza dough 1 oz. pizza sauce 2 oz. mozzarella 1 oz. ricotta 1 oz. mild Italian sausage 1 oz. roasted red pepper 5 red onion rings

1 pinch chopped basil 2 oz. roasted asparagus Roasted Asparagus 1 lb. asparagus, trimmed 2 tbsp. olive oil 1 tsp. sea salt

Roasting the Asparagus Preheat oven to 550°F. Cut asparagus into quarters, roughly 1” to 1½” in length. Place in a roasting pan and mix with olive oil and salt. Cook in preheated oven for 5 to 10 minutes on the middle rack until the asparagus gains color and softness and an al dente texture. Once cooked, spread asparagus onto a pan and place in refrigerator to cool.

Building The Cooper Place pizza crust on pizza peel or cookie sheet. Place sauce on the center of crust and spread evenly across the crust to roughly ½” from the edge. Sprinkle mozzarella evenly across the pizza. Scoop a good-sized ball of ricotta cheese and tear it into smaller pieces, then lay the pieces around the pizza randomly. Add the sausage, red onions and roasted red peppers, dispersing evenly across the pizza.

Place the asparagus on top of pizza. Bake for 7 to 10 minutes at 550°F, or until the crust is cooked and cheese is melted. Sprinkle with a pinch of basil and sea salt to finish.

Pistachio Pizza

Pangea Kitchen, Evansville, IN Ingredients: Pizza dough 1 oz. pistachio paste 5 oz. pork sausage 5 oz. mozzarella 1 oz. spicy honey Fresh basil leaves

Pistachio Paste 8.8 oz. roasted and salted pistachios, shelled ½ c. extra-virgin olive oil

Directions: To make the pistachio paste, place the roasted pistachios and olive oil in a Robo Coupe and grind until a paste is created.

Stretch the pizza dough in the Neapolitan style to 10” or 11”. Drizzle the skin with pistachio paste as a base. Top with basil leaves, pork sausage and mozzarella. Bake in wood-fired oven at 900°F for 60 seconds or in a traditional oven at 500°F for 8 to 10 minutes. Drizzle with spicy honey. Slice and serve.

Brie, Prosciutto & Red Grape Pizza Pi Infinite Combinations, Fernandina Beach, FL Ingredients: 27-oz. dough ball 16 oz. whole-milk mozzarella 3 oz. feta 2 oz. garlic 1 large pinch oregano 1 large pinch freshground black pepper

Fresh rosemary leaves 8 slices Brie 8 slices prosciutto 1 c. red grapes, crushed Extra-virgin olive oil

Directions: Stretch dough to 20”. Top with mozzarella, feta, garlic, oregano and black pepper. Place 8 slices of prosciutto and top with Brie slices. Add crushed red grapes. Finish with fresh rosemary and extra-virgin olive oil. Bake at 650°F until crispy and slice.

Garlic & Sage White Pie

Fireside Pies, Dallas, TX Ingredients:

Directions:

8.5-oz. dough ball 2 tbsp. garlic-infused olive oil 1 garlic clove, grated with a fine microplane 2½ tbsp. ricotta ¾ oz. Fontina cheese (½” cube, diced) ¾ oz. fresh mozzarella (½” cube, diced) 2 oz. Parmigiano-Reggiano, grated with a fine microplane Extra-virgin olive oil (finishing quality) Sea salt Fresh lemon juice Fresh sage leaves Whole milk (if needed for the ricotta spread)

Stretch the dough ball to 12” in diameter. Rub the garlic-infused olive oil, then the grated garlic, on the center of the dough. Spread the ricotta cheese across the crust base like pizza sauce; if necessary, thin and whip the cheese with whole milk to make the cheese spreadable. Evenly distribute the Fontina, mozzarella and Parmigiano-Reggiano cheeses across the crust.

Bake at 550°F for about 6 minutes, rotating as necessary (cook times may vary per oven). After the pizza is cooked, remove it from the oven, slice and top it with a light drizzle of extra-virgin olive oil, a pinch of sea salt, a light squeeze of fresh lemon juice and a chiffonade of fresh sage leaves.

Roman-Style Butternut Squash Pizza Pizzarium: A Slice of Rome, Miami, FL Ingredients: Dough 1kg “00” Italian flour 800g water 7g natural yeast 18g Italian sea salt 22g Italian extra-virgin olive oil Toppings 600g butternut squash cream 250g mozzarella 250g round pancetta

250g smoked Gouda Spray of water Parsley Butternut Squash Cream 1 red onion 1 carrot 1 butternut squash 100g Stracchino cheese 50g water 1 nutmeg 2 pinches white pepper

Dough Preparation Add flour, yeast and 80% of the water in a large bowl or mixer and mix for 2 minutes. Then add the salt, remaining water and oil; continue mixing until the mass is thoroughly combined and no longer sticks to the sides of the container. Be careful not to overwork or overheat the dough during this process, which should take no longer than 20 minutes. Cover and let it rise for 48 hours in the refrigerator. After the leavening process is complete, make a 1,300g dough ball and let it rise for 24 hours in the refrigerator.

Place the dough ball on a 16”-by-24” baking sheet. Hand-stretch it gently, making sure the dough is evenly stretched to all sides of the baking tray.

Pizza Preparation To make the butternut squash cream, boil red onion, carrot and butternut squash until soft. Add white pepper to softened onion, carrot and squash and mix in an immersion blender. Add Stracchino cheese and water and mix again until a thick, creamy texture has been achieved. Grate whole nutmeg seed over the cream.

Spread 600g of the cream on the dough. Place 50g of the mozzarella cheese on top of the layer of cream.

Add pancetta, smoked Gouda and an additional 200g of mozzarella. Hit the pizza with a spray of water from a vaporizer. Bake at 310°F to 320°F for 10 to 12 minutes, until crust is crispy. After baking, add parsley before serving.

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Sesame Chicken Broccoli and Onion Pizza Pizza Stop/585 Pizza Design Studio, Rochester, NY Ingredients: 27 oz. dough 1 lb. breaded chicken tenders, cut into small pieces 7 oz. sweet red chili sauce 7 oz. seasoned broccoli, diced 3 oz. red onion, diced Sesame seeds 1 lb. mozzarella cheese, shredded 1-1½ oz. teriyaki sauce Directions: Stretch dough for a 20” pizza. Pour red chili sauce on chicken tender pieces and mix thoroughly. Pour this mixture onto the pizza, then top with diced onions and diced broccoli. Sprinkle generously with sesame seeds to create a coating. Add a little less than 1 lb. of mozzarella. Bake the pizza at 560°F for 8 minutes.

Remove the pie and drizzle teriyaki sauce all over. Slice and serve.

The Honey Badger

Stick + Stone, Richland, WA Ingredients: Dough for 12” pizza 1 oz. garlic confit ½ oz. Parmigiano-Reggiano 4 slices soppressata 4-5 leaves basil 18 slices pepperoni 16 pieces fresh mozzarella 1½ oz. honey habanero Salt for the rim Directions: To make the honey habanero, cover habaneros and garlic cloves in brown sugar and honey. Roast in oven at 250°F for 15 to 20 minutes, or until light-brown color. Remove from oven and place in a mixer with a splash of apple cider vinegar and mix for 30 to 60 seconds until well-mixed. Combine blended mix with honey, apple cider vinegar, brown sugar, cinnamon and salt. Simmer on stovetop for 1 hour. Blend again if necessary.

To make the pizza, apply a light spread of the garlic confit. Then add, in the following order, the Parmigiano-Reggiano, soppressata, basil, pepperoni, fresh mozzarella and honey habanero mix. Salt the rim of the crust. Bake in a wood-fired oven at 750°F for 60 seconds.

Roma Spinach Ranch Pizza

RonDavoo Pizza, Burlington, IA Ingredients: 14-oz. dough ball 1 oz. garlic butter 5 oz. ranch dressing 2 oz. fresh baby spinach 11 oz. fresh mozzarella, shredded 4 oz. fresh Roma tomatoes, diced 4 oz. mushrooms Sprinkle of dried basil

Directions: Sheet dough ball to form a 14” skin. Brush garlic butter across the skin and then spread ranch dressing for base. Top evenly with fresh baby spinach. Apply mozzarella cheese. Evenly spread diced Roma tomatoes and mushrooms. Sprinkle dried basil across top of pizza. Bake at 460°F for 4 minutes and 46 seconds (time and temperature based on a WOW oven).

White Heirloom Tomato Pizza Sindaco’s, Luzerne, PA Ingredients: 9-oz. dough ball 6-8 small assorted heirloom tomatoes, sliced ½3 c. ricotta cheese ¼ c. garlic sauce ½8 c. Stracchino cheese ½3 c. mozzarella 1 tbsp. Pecorino 1 tbsp. basil, torn

Directions: Stretch dough to 12” and place on a floured peel. Top the pizza, in the following order, with ricotta, garlic sauce, and Stracchino, mozzarella and Pecorino cheeses. Arrange tomato slices around the pizza. Bake for 10 to 12 minutes at 525°F to 550°F (time and temperature based on a commercial Bakers Pride oven).

Let sit for 2 minutes, then garnish with more sliced tomatoes and torn basil.

Another Innovative Menu Idea from Saputo

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Premium Mozzarella Arancini Ingredients: 2 c. roasted red peppers ¼ c. heavy cream

½ tsp. smoked paprika 1 garlic clove

1 tsp. crushed red pepper flakes

2 c. Panko breadcrumbs, divided 4 c. risotto, cooked and cooled ¼ c. Stella Parmesan cheese, ®

finely grated

2 tbsp. dried basil 2 ea. eggs, beaten

12 ea. Saputo® Premium Gold WM Mozzarella, cut in ¾ oz cubes Vegetable oil, for frying

Directions:

In a blender, add roasted red peppers, heavy cream, smoked paprika, garlic clove and crushed red peppers to create your spicy dipping sauce. Blend until smooth. Refrigerate until needed.

In a medium bowl, mix ½ cup of the Panko breadcrumbs, risotto, Stella® Parmesan Cheese, basil and eggs. Mix well. Place the remaining breadcrumbs into a wide shallow bowl.

Scoop about 2 tablespoons of risotto into the palm of your hand and flatten it to about ½” thick. Place one Saputo® Premium Gold WM Mozzarella Cheese cube in the center and gently wrap the risotto around the cheese. Roll the risotto ball in the breadcrumbs.

Repeat with remaining bocconcini until all of the risotto mixture is used, making around 24 arancini.

Place in a single layer on sheet pans and refrigerate for at least 15 minutes.

While arancini are refrigerating, prepare the fryer and heat oil to 350°F. Remove arancini from the refrigerator and fry 5 or 6 at a time, depending on fryer capacity. Fry for about 5 minutes until goldenbrown, turning constantly to achieve even browning.

Heat spicy roasted red pepper sauce before serving and use as a dipping sauce.

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A Family Tradition

Legendary Cheesemaking • Optimum Flavor • Unparalleled Consistency

Saputo Cheese USA Inc., Lincolnshire, Illinois 60069 • (800) 824 -3373 • saputousafoodservice.com ©2016 Saputo Cheese USA Inc. All rights reserved. Saputo® is a registered trademark used by Saputo Cheese USA Inc.

MY PIZZA

VIDEO

CONTEST

If you have an existing video about your pizzeria, or just want to use this contest as an excuse to break out the camera, we want to hear from you. We will accept videos of any length under 30 minutes—you could even submit a 6-second Vine video shot with your phone. We are looking for creative and interesting entries. Even if you don’t win, your video could be featured on PizzaTV. • Go to pmq.com/mypizzavideo to complete your entry form & email a link to your video to mypizzavideo@pmq.com by July 1, 2016 • Winner will be announced by August 1, 2016

YOU DON’T WANT TO MAKE THIS LADY ANGRY PMQ Pizza Magazine’s Circulation Manager Sherlyn Clark says: If you’ve already renewed your FREE subscription to the pizza industry’s business magazine,

Thank You

PMQ is a must-read for every pizza pro. Featuring the latest pizza marketing and culinary trends, PMQ costs you nothing.

So I’m asking you:

please renew!

Here’s the problem If you don’t take advantage of this can’t-miss offer once every three years, our auditors won’t let us do it for you. Ball’s in your court!

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The

Fire

Within Drawing on his innate pizza passion and a lifetime of experience, Dallas pizzaiolo Lee Hunzinger rocks taste buds with fresh, audacious takes on New York-style pies. By Rick Hynum

A

A

PMQ Pizza Magazine The Pizza Industry’s Business Monthly

PE R E

46

IE L DAN

sk movie buff Lee Hunzinger for his favorite film quote, and he’s quick with an answer, recalling a scene from Young Frankenstein in which a blind hermit tries to teach the monster how to smoke a cigar. “Fire is good, yes,” the hermit says, just before setting the slow-witted monster’s outstretched thumb aflame.

“Fire is our friend.”

Fire has certainly been a friend to Hunzinger. And Hunzinger, currently a manager and pizzaiolo at the Fairview, Texas, location of Cane Rosso, has taken full advantage of the relationship. The Long Island, New York, native has been making pizzas since he was 15 and working with wood-fired ovens for the past 10 years. “A lot of people call me ‘chef ’ now,” he says, with a modest shrug. “It’s a very respected profession, but I don’t think I really considered myself a chef for a very long time, probably about 25 years. I’m a pizzaiolo, first and foremost, but people can call me whatever they want.”

Here at PMQ, we just call him a genius. Hunzinger’s visit to PMQ headquarters last August created a company-wide sensation. As press deadline loomed and designed pages awaited final proofs, staff members dropped their pressing duties and piled into the test kitchen, fighting for a second slice of Lady Marmalade pizza or another helping of those drool-worthy Nutella rolls

June/July 2016 pmq.com

47

Hunzinger’s Hogzilla, a variation on his popular Meatzilla, features a plethora of meats from popular Dallas restaurants.

JEFF AMADOR

“ I L I K E TO G O J U S T A L I T T L E OVER THE CUTTING EDGE AND M A K E T H I N G S T H AT M O S T P E O P L E A R E N ’ T M A K I N G .”

—LEE HUNZINGER, C A N E RO S S O

stuffed with vanilla mascarpone. And don’t even get us started on the amazing Meats Stromboli. “Lee showed up with a plethora of great recipes,” says Brian Hernandez, PMQ’s test chef. “I almost wish he hadn’t come to visit.

His food was so spectacular that it really raised the bar of what the office expects from me!”

48

PMQ Pizza Magazine The Pizza Industry’s Business Monthly

JEFF AMADOR

THE MAKING OF A PIZZAIOLO Until recently, Hunzinger served as head pizza maker at Zoli’s NY Pizza Tavern, touted by the Dallas Observer as the city’s “best pizza-by-the-slice joint.” The store closed due to problems with the building, but proprietor Jay Jerrier—who also owns all five Cane Rosso stores in the Dallas area—plans to reopen this fall at a new location.

At Zoli’s, Hunzinger rocked guests’ taste buds with his fresh, sometimes audacious takes on New York-style pies, such as his Meatzilla, a 16-pound party monster stuffed with sliced meatballs, Italian sausage, hot soppressata and mozzarella and boasting a garlic-knot crust. Another specialty pie featured diced hot soppressata, pancetta,

rosemary-roasted potatoes, roasted Brussels sprouts, mushrooms and mozzarella.

“I don’t like to take someone else’s recipe and just add one thing to it so I can say, ‘Now it’s mine,’” Hunzinger says. “I like to go just a little over the cutting edge and make things that most people aren’t making.”

Despite his innovative ways, he started out like most pizzaioli, working in a family restaurant, Terry’s Pizza, which his parents founded when he was 13. (Don’t let Hunzinger’s German-Swiss surname fool you; his mother, Theresa, has Sicilian roots and instilled in her son a lifelong love of Italian food.) With the pizza-making fire now burning in his belly, he went on to work for a family friend, Joe Sciara, at Uncle Joe’s Pizza in the Hamptons.

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JEFF AMADOR

Hunzinger’s gift for experimentation with everything from hot soppressata marmalade to garlic-knot sliders made Zoli’s a favorite among food critics.

“ L E E ’ S S T RO M B O L I I S A B S O L U T E LY S U P E R B . W E ’ V E H A D A L OT O F W O R L D - C L A S S CHEFS COOK FOR US, AND LEE I S D E F I N I T E LY A M O N G T H E G R E AT S W H E N I T C O M E S TO F L AV O R .”

—ERIC SUMMERS, P M Q A RT D I R E C TO R

“Uncle Joe is 75 years old, and he’s still making pizza,” Hunzinger says. “He taught me about the heat of the oven, the hot spots, how the back corner spot is always hotter. He always told me to work neat, not fast. He taught me how to rotate the pizzas. More than that, he taught me about life in general, and the morals I have today, I trace back to Uncle Joe.” Hunzinger later put in time at a Sbarro outpost and learned plenty there, too. “This was showing up in the 50

PMQ Pizza Magazine The Pizza Industry’s Business Monthly

morning and making 50 chicken rolls and 50 calzones and a spread of 20 different specialty pies, stuffed pizzas, things like that,” he recalls. “I picked up my speed, but I still tried to work neat and not make a mess all over the table.”

At 20, he was honing his chops at Relli’s Pizza Gourmet, another Long Island institution, making strombolis, veggie rolls and garlic knots. “With repetition, I got pretty good at it. I learned the best way to stretch the dough without getting thin spots and how to get a nice, even bake on the whole stromboli. Every once in a while, I’d try to talk them into doing something a little different, and they would let me, but they didn’t trust me yet at that age.”

OUT FOR A MORNING STROLL Hunzinger eventually became head pizzaiolo at Mezzaluna Pizzeria in Palm Coast, Florida, until fellow New Yorker Vinny Ferrari hired him in 2008 to help open Ferrari’s Pizzeria in Plano, Texas. He was living in east Dallas when a morning stroll changed his life forever. “I

the new england

pizza challenge! ees: r t n E r o f Call za z i P d n a l g New En nly O s r o t a r e Op

september 13, 2016

lawrence, ma

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was walking to a 7-11 to get a sandwich, and I see people making pizza with this wood-burning oven in a parking lot,” he says. “I thought it was a mirage or something. I’d never seen anything like that before.”

Jerrier, a former New York financial whiz, had recently left Wall Street to pursue his passion: Neapolitan-style pizza. Before long, Hunzinger was helping Jerrier out with catering events; when Jerrier opened his first Cane Rosso location, a VPN-certified Neapolitan pizzeria without a hint of pretension, he brought the talented Hunzinger on board to learn from executive chef Dino Santonicola.

“Dino has been making pizza for over 30 years,” Hunzinger says. “He’s from Naples and worked in one of the oldest, if not the oldest, pizzerias in Naples. He’s the man when it comes to wood-fired pizza.”

But with its focus on New York-style pies, the singlestore Zoli’s, Jerrier’s next big project, better suited Hunzinger’s freewheeling style. Cut loose to experiment without worrying about the Neapolitan tradition’s stringent rules, Hunzinger’s talent blossomed—and the irreverent Zoli’s quickly became a favorite of Dallas food critics and everyday pizza lovers alike.

“ I ’ L L S E E I TA L I A N D I S H E S I N R E S TA U R A N T S A N D T RY TO F I G U R E O U T H O W TO M A K E THEM AS PIZZAS. HOW AM I G O I N G TO G E T T H I S C H I C K E N M A R S A L A P I Z Z A TO C O M E O U T L I K E T H AT D I S H ? ” — L E E H U N Z I N G E R , C A N E RO S S O

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DANIEL PEREA

JEFF AMADOR

Hunzinger’s legendary Meatzilla comes stuffed with meatballs, Italian sausage, hot soppressata and mozzarella and features a garlic-knot crust.

Under the leadership of certified master pizzaiolo and executive chef Dino Santonicola, Cane Rosso has been singled out by D Magazine for offering the “best pizza in Dallas” for five years straight.

AN INGREDIENTS SNOB A star athlete in his youth who still rocks a Long Island accent, Hunzinger, like Jerrier, is a down-to-earth guy, but both pizzaioli can be snobs when it comes to choosing ingredients. Ordinary pepperoni simply won’t do—they use only a natural-casing pepperoni that curls into little juice-laden cups. “It cups up so well that all of the grease and flavor stays inside the cups and doesn’t run all over the pizza,” Hunzinger says. “It has a great, smoky flavor, and when it cooks longer, it actually gets crispy like bacon.”

But for the full Hunzinger experience, you’ve gotta try the soppressata—specifically, a variety of hot soppressata that he describes as “pepperoni on steroids.” This spicy Calabresian salami plays a featured role on many of his signature recipes, including his famous Meats Stromboli, which also features sausage, prosciutto cotto, Genoa salami, mozzarella and basil, and the Lady Marmalade, made with fresh mozzarella, seasoned ricotta, basil and a hot soppressata marmalade that’s a masterpiece of sweet heat and salty charm.

The Honey Bastard is another popular favorite at Cane Rosso. “It has hot soppressata with a spicy bacon jam, so you can’t go wrong—that’s two for two right there,”

EA PE R IEL DAN

Video: In the Test Kitchen With Lee Hunzinger Hungry for some Hunzinger cooking? We’ve got four—count ‘em, four—video recipes from the Dallas pizzaiolo in the PMQ Test Kitchen and will share them on PizzaTV.com. Look for a new video every Wednesday between June 15 and July 6!

June 15—Meats Stromboli June 22—Gluten-Free Wood-fired Margherita June 29—Lady Marmalade July 6—Nutella Rolls

Lee Hunzinger created a company-wide sensation during a visit to the PMQ Test Kitchen, wowing PMQ staffers with his culinary masterpieces.

Hunzinger says. “Then you add fresh mozzarella and basil, and, when it comes out, it gets a drizzle of hot honey, and that kicks it up another notch.”

And anyone who’s ever tried a Hunzinger pie knows about his fondness for the sausage crafted by chef Brian Luscher, owner of The Grape Restaurant in Dallas. “It’s a hot, sweet Italian sausage, and it’s the only sausage we use,” Hunzinger says. “I don’t know what’s in it exactly, but it cooks great on the pizza and has phenomenal flavor.

We also use it in sandwiches and in the rope form.”

At this point, Hunzinger can’t resist referencing another cinematic favorite, Ferris Bueller’s Day Off. “Brian Luscher is, without a doubt, the sausage king of Dallas,” he says.

“His sausage is top dog, so to speak.”

DREAMING UP NEW ITEMS When Hunzinger dreams up a new menu item, you can bet it won’t be cheap or easy to make. “I like using quality ingredients—it really shows in the food,” he says. “We use the best ingredients possible, and Jay spares no expense.”

Hunzinger’s garlic knot sliders feature sous-vide roast beef, provolone, arugula, spicy giardiniera, Calabrian chili aoli and shaved Grana Padano. Meanwhile, his Italian Combo

“ L E E ’ S N U T E L L A RO L L S W E R E A B S O L U T E LY U N I Q U E . T H E C O M P L E X I T Y O F F L AV O R S AND TEXTURES TRANSCEND T H E T Y P I C A L S N AC K O R D E S S E RT A N D C R E AT E A F U L L E X P E R I E N C E .”

— DA N I E L L E E P E R E A , P M Q M E D I A P RO D U C E R

hero sandwich comes loaded with prosciutto cotto, fried eggplant, hot soppressata, prosciutto di Parma, provolone, shaved Grana Padano, roasted red peppers, red onions and balsamic vinaigrette.

“I try to picture in my head what I want to make and think about what flavors will go together, not necessarily in traditional ways,” Hunzinger says. “Or I’ll see Italian dishes in restaurants and try to figure out how to make them as pizzas. How am I going to get this Chicken Marsala pizza to come out like that dish? The Marsala wine demiglaze and the mushrooms play a big role. So how am I going to make that on a pizza and make sure it will hold up?”

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“ I ’M AT P E AC E W H E N I ’M C O O K I N G . I T ’ S I N M Y B L O O D. I F I ’M N OT A RO U N D I T, I F E E L L I K E S O M E T H I N G ’ S M I S S I N G .”

— L E E H U N Z I N G E R , C A N E RO S S O

For his hero sandwiches, Hunzinger prefers thinly shaved, high-end meats, such as salami, capicola and—you guessed it—hot soppressata (“You’re not gonna not put that on a sandwich if it’s around,” he says). “I was taught that, when there is air in the sandwich and it’s not all packed in, it will taste better. Slicing your cold cuts thin just tastes better. A little goes a long way. It also helps your food costs.”

When Hunzinger isn’t working his magic in the kitchen, he’s cooking at home for his sweetheart, Marisa Robles, and tending to his dogs, Marley and Scout. He chronicles his personal culinary experiments on Facebook and Instagram, filling the screens with mouthwatering images of slow-braised pork ribs and perfectly breaded, golden-brown fried chicken cutlets. After years of shooting his own “food porn,” Hunzinger has a knack for finding the perfect angle for every picture. “It’s become an addiction of mine—taking food photos, trying to find the right lighting,” he admits. “My girlfriend says, ‘What about me?’”

“IT’S IN MY BLOOD NOW” Like any dedicated pizzaiolo, Hunzinger says he’s “forever learning” and keeps a close eye on emerging trends. “Hot honey is definitely a trend I’m seeing at wood-fired pizzerias around the nation,” he says. “For pizza in general, I think the Detroit-style pizza, a smaller, personal-sized pan pizza with four corner slices, is catching on. It has cheese caramelized into the crust, which is something I like doing. When Zoli’s 2.0 opens, we’re putting cheese on the edges for our Grandma and Sicilian pies so it bakes into the crust like that. The flavor is phenomenal.”

Jerrier hopes to reopen Zoli’s in November, which is good news for Dallas slice lovers. The bad news is that Hunzinger may not work there forever.

“I’ve always wanted to own or be a partner in a pizzeria,” he says. “Five years from now, I’d like to own more than one pizzeria. I’ve opened several pizzerias but never my own, so that’s definitely a goal of mine.”

One thing’s for sure: Wherever Hunzinger goes, he’ll keep firing up that pizza oven. “I’ll always be making pizza,” he says. “I love putting out my food and seeing people enjoy it. I’m at peace when I’m cooking. It’s in my blood. If I’m not around it, I feel like something’s missing.”

Rick Hynum is PMQ’s editor in chief.

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The

Gift

of a

Lifetime A young stranger’s organ donation saved Don Van Zant’s life in 2012, and the owner of Cardinal’s Pizza Shop has been paying it forward ever since. By Andy Knef | Photos courtesy Don Van Zant

D

on Van Zant, owner of Cardinal’s Pizza Shop in North Lewisburg, Ohio, knows he is lucky to be alive after surviving a liver transplant in 2012. That’s why he insists on paying his blessings forward, both to others in need of lifesaving organs and to young college students trying to build a better future.

Cardinal’s serves as a community hub in North Lewisburg, a town of only 1,800 residents northwest of Columbus. Van Zant bought Cardinal’s in May 1994 from a longtime pizzeria operator who became a close friend and mentor. For the most part, things went smoothly over the next 18 years as Van Zant, a natural extrovert, enjoyed life as a successful entrepreneur and civic leader. But on July 17, 2012, he got some news that changed his life: He had aggressive liver cancer.

According to his oncologists at the University of Cincinnati Medical Center (UCMC), a liver transplant was Van Zant’s only shot at survival. And it needed to happen quickly, because the metastasizing cancer was likely to spread. After a series of tests determined that he qualified as a transplant candidate, Van Zant was placed on the national transplant list, and a month later he received the phone call he’d been praying for: A donor liver was available.

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Local vendors set up shop at the annual Celebrate Life Festival, held each October and sponsored by Cardinal’s Pizza.

But, as is usually the case when lifesaving transplant opportunities arise without warning, Van Zant’s good fortune hinged on someone else’s tragedy. Three young men had been involved in a single-truck accident only hours previously. One man died at the scene, another was severely injured, and the third, Drew Mason, was critically injured and evacuated by air to UCMC, where he was declared brain-dead. The hospital staff found solace in the fact that Mason had elected to be an organ donor. His family consented to their son’s wishes, and the young man’s life-support mechanisms were turned off.

Van Zant considers his successful five-hour transplant surgery nothing short of a miracle. The strong-willed pizza chef woke up from his surgery in about 15 hours instead of the predicted 24 to 26 hours. Anxious to get back to his family, he spent less than 24 hours in surgical intensive care and left the hospital after only five days. He says he has since experienced virtually no complications. “For

“Having an organ transplant was an extremely emotional experience. From the beginning, I wondered about my donor. Who was he, and how was his family coping?”

— D O N VA N Z A N T, C A R D I N A L’ S P I Z Z A S H O P 58

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a 67-year-old man, not too bad,” he says. “Besides not overindulging in pizza and making sure I take my meds for the rest of my life, there are a few things I have to be careful about. Can’t be around sick people. Can’t really eat at a buffet anymore. I have to eat my eggs totally cooked instead of sunny-side up. I really miss those eggs.”

“HE’S A SPECIAL PART OF MY LIFE” Van Zant’s successful transplant and recovery are remarkable, but the story doesn’t end there. He knew he needed to meet the family of the young man who saved his life.

“For me, having an organ transplant was an extremely emotional experience,” he says. “From the beginning, I wondered about my donor. Who was he, and how was his family coping? Four days shy of the first anniversary of my transplant, I met my donor’s mother, sister and stepdad.” Mason’s mother gave Van Zant permission to create a scholarship fund in her son’s name, and the Drew Mason Memorial Scholarship was established at Owen County High School in Owenton, Kentucky.

Mason’s family, Van Zant’s family and the extended Cardinal’s Pizza family all gathered for a moving ceremony in June 2014, where Van Zant awarded the first scholarship and gave a brief speech. “I never met Drew, but he’s a special part of my life,” Van Zant said in his presentation.

“I have learned a lot about him. He enjoyed sports, especially baseball and golf. He enjoyed people, never met a stranger, had an extremely positive attitude, and cared about others. On October 9, 2012, Drew lost his life in a terrible truck accident that also claimed another young man’s life and severely injured a third young man. Because Drew cared about others, he had signed up to be an

Wired Up Fired Up 2016 returns to

SOFO Foods Restaurant & Foodservice Summit Sunday, September 18 Greater Columbus Convention Center, Columbus, Ohio

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• Hands-on technology demonstrations from vendors • How online ordering can boost your sales • Why it’s urgent to add online ordering TODAY (hint: your competitors are already doing it!)

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How You Can Help April was National Donate Life Month, but it’s never too late to donate organs for transplant. Visit donatelife.net to learn how to contribute or to register to be a donor. If you’d like to contribute directly to the Drew Mason Memorial Scholarship Fund, email the Cardinal’s Pizza team at cardinalspizza@yahoo.com.

Proudly made in the

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organ donor. As a result, Drew saved my life and the lives of five other individuals. A man in North Carolina received his heart; a man in Maryland received his lungs; a man north of Cincinnati received his pancreas; two small boys in Cincinnati—a two-year-old and a three-year-old—received his kidneys; and I received his liver. To the best of my knowledge, all are doing well. This scholarship is awarded to an Owen County High School graduate who best lives their life like Drew lived his and is made as a way of saying thank you.”

A GENEROUS COMMUNITY Van Zant presented the first Drew Mason Memorial Scholarship—a $2,500 award—to Drew Mason’s sister, Lindsey Brooke Grubb. He recalls the thrill he felt as Lindsey stepped up to receive the award amid thundering applause and a standing ovation. “It was a very heart-touching experience,” he says.

Near the program’s conclusion, a thunderstorm rolled in, he recalls.

As the audience began to scatter, the sun re-emerged and a rainbow appeared, signifying, for Van Zant and many others, a blessed ending to an unforgettable day.

The Cardinal’s Pizza staff does the hard work of raising money for the scholarship, Van Zant notes, and the town of North Lewisburg supports it selflessly. “We’re a onetraffic-light town, and if you blink, you just might miss us,” he says.

“But we are a generous community.

Many of our neighbors work at the local Honda of America plant. Our pizzeria seats 30 to 40 people, and we’re kind of the town’s info center.

Folks come in and want to know

“The generosity of North Lewisburg makes our efforts successful. Not only are scholarships awarded, but we help educate people about the need for and benefits of organ donation.”

— D O N VA N Z A N T, C A R D I N A L’ S P I Z Z A S H O P if the girls’ softball team is playing tonight or if the bank is open. They kind of have us on speed dial.”

Cardinal’s hosts various events to support the Drew Mason Scholarship Fund, including a bake sale, a takeand-bake sub sale, a pizza sampler in February, and the annual Celebrate Life Festival in October. Money is collected daily in a donation jar that is routinely filled with hard-earned cash, ranging from pennies to hundred dollar bills.

In 2015, Van Zant expanded the fund to six $500 scholarships, representing the six lives that Mason saved.

He was able to double the funding to six $1,000 scholarships this year. “The generosity of the North Lewisburg community makes our efforts successful,” Van Zant says.

“Not only are scholarships awarded, but we help educate people about the need for and benefits of organ donation.

We ask them to at least consider the possibility of signing up to be an organ donor. This makes all of our hard work worth the effort.”

Andy Knef is PMQ’s associate editor.

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Progressive pizza pros know: if you want to get serious about pizza, you need to get serious about baking. Access your full potential at the International Baking Industry Exposition (IBIE), where the science of baking comes to life. Come here to perfect your craft with the latest process innovations, next gen equipment, ingredients and technology from more than 800 suppliers and the latest baking trends that will set your pies apart.

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The IBIE Expo Floor is jam-packed with opportunities to preview the latest technologies, uncover new ingredients, track profitable consumer trends, and inspire innovative thinking that will benefit your business and improve your bottom line. From dough handlers and ovens, to ingredients and packaging, you’ll be able to shop and compare the entire marketplace of pizza-related suppliers, all under one roof.

Take advantage of new information, expert strategies and today’s best practices to your improve pizza business.

With more than 90 sessions, choose from sessions such as: Fundamentals of Baking, Current Issues: Fats in Vogue, Wheat Woes, Uh-Oh GMOs, Driving Your Business with Accurate and RealTime Information and Understanding & Embracing Your Millennial Employee.

Visit areas and events developed specifically for pizza producers. Explore the PMQ Pizza Village, a unique townhall style pavilion featuring pizza-related exhibitors, competitions, demonstrations and more. Plus, don’t miss special features like PMQ’s World Pizza Challenge and the thrilling Groupon U.S. Pizza Team West Coast Culinary and Acrobatic Trials where ‘Pizzathletes’ will compete in freestyle pizza acrobatics.

Tap into the knowledge and expertise of more than 20,000 baking professionals from across the country and around the world. Whether on the show floor, at educational sessions or at the AllAmerican Tailgate networking reception, you’ll be able to expand your network with key contacts.

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WINNING THE

VIDE GAME Video engages customers like no other medium can. If you’re looking to ramp up your online marketing and sell more pizza, it’s time to hit the “play” button. By Liz Barrett

Y

ouTube is the second largest search engine behind Google and the second most popular social media platform behind Facebook. When you’re considering adding video to your marketing plan, stats like those can be pretty significant. According to eMarketer, four times as many consumers would rather watch a video about a product than read about it.

“Marketing that uses text and still images is great, but it generally engages your audience for only a few seconds,” says James Broderick, owner of The Little Italy Pizza Co. in Sleaford, England. “We want people to take their time when looking at our advertisements. Videos tend to engage people for a lot longer and let you get more information across to a potential customer.”

“Video is becoming increasingly important as viewing habits change,” agrees Doug Marrs, vice president of client services at StudioNow in Nashville. “Video has the power to move people and to reach them like no other medium can.”

You may already be dabbling in video marketing, but are you getting the results you want? Earning views is one thing, but does your content engage your customers and bring in more business? “Your ultimate goal is not to promote a video,” says Brian Belefant, founder and creative director at Belefant and 20Fifteen in Portland, Oregon. “It’s to promote a restaurant.” So let’s take a look at the types of content and quality that can get you the results you’re seeking.

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Fun Times Remember to have fun with your video content—while you’re shooting it and especially when posting your videos on social media. The Little Italy Pizza Co., located in Sleaford, England, first caught PMQ’s attention with a Facebook video using security footage of what appeared to be a burglary at the restaurant—by a dinosaur. “The video opened as an appeal for information about a break-in, which people thought was serious, and then a T. rex appears at the door and lets itself in,” James Broderick, the restaurant’s owner, says. “We got some great feedback from that one, and people seemed to like the fact that we’re not always serious and can be a fun company.”

CREATING CONTENT Lost for ideas? Start with what you know. According to Google, “how-to” searches on YouTube are up 70% year over year. A quick YouTube keyword search also shows that people are interested in “how to make pizza dough” and “how to make pizza at home.” These are both simple videos that you can create right in your pizzeria.

“Your loyal fans will always support you, whether you’re making videos of your employees or telling stories about your recipes,” says Belefant. “Where you’ll really make a difference is when you connect with the non-fans—the people who are everything from indifferent to favorable. You might find that, for example, your pizza really reminds your customers of Italy. If you hear that enough, maybe [your video should] take the angle that you offer an authentic Italian experience and give people information about Italy. By having content about Italy for people interested in Italy, you’re a lot more credible when you claim to make Italian pizza.”

Marrs notes that content marketing is on the rise, with video that is a blend of advertising and editorial. “Imagine a documentary-style profile of your business featuring great shots that highlight its unique selling proposition,” he says. “The video is part educational, part entertainment and part salesmanship, but in a softer way. This video can be longer and linked to more videos that feature customer testimonials, special recipes or a pizza expert offering tips.

All of a sudden, a single message becomes a full conver66

PMQ Pizza Magazine The Pizza Industry’s Business Monthly

PMQ test chef Brian Hernandez channeled his “Darth” side last year for a fun Halloween-themed recipe video on PizzaTV.

sation. This type of marketing is more engaging than a traditional ad and leads to a better customer experience.

The payoff is that it’s easily shared via the simple click of a button.”

Pizzerias also find success with filming their involvement in community events. “Joe Aurelio did a promotion in which he delivered a pizza to the 94th floor [of the John Hancock Center] to the medic staff during the ‘Hustle Up the Hancock’ event in Chicago,” says John Romans, director of franchise management at Homewood, Illinoisbased Aurelio’s Pizza. “I had the idea of strapping a GoPro camera to Joe so we could document the event. I’ve also done some testing with using drone-based virtual tour

“Marketing that uses text and still images…engages your audience for only a few seconds. Videos engage people for a lot longer and let you get more information across to a potential customer.”

— J A M E S B RO D E R I C K , T H E L I T T L E I TA LY P I Z Z A C O.

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Joe Aurelio, son of the founder of Aurelio’s Pizza, makes extensive use of video to share his company’s story with tech-savvy consumers.

“The video should be exactly as long as it needs to be to tell the story. Thirty seconds might be a perfect amount of time to communicate a message, but a lot of times it isn’t.”

— B R I A N B E L E FA N T, B E L E FA N T A N D 2 0 F I F T E E N

videos with a company out of Mokena, Illinois, for our Arlington Heights store. I want to give the potential customer the ultimate walk-through experience.”

every single thing before it’s uploaded anywhere. Take your time to learn how your [video editing] software works. Don’t just play around until you get something that looks reasonable. A quality video will continue to QUALITY CONTROL engage your customers for a long time after it’s posted.”

With everything from six-second videos for Vine to And keep in mind that good quality includes good 20-minute mini-movies, how do you decide how long sound. Most videographers agree that spectacular lighting your video should be? “The video should be exactly as and perfect video montages won’t amount to a hill of long as it needs to be in order to tell the story,” Belefant beans if your sound quality is poor. Invest in a lapel or says. “What’s great about online video is that we’re not directional mic that allows you to deliver quality sound constrained by artificial time limits the way we are on in your videos. “Sound is more important than lighting,” television. Thirty seconds might be a perfect amount of confirms Belefant. “Oftentimes, we can shoot with the time to communicate a message, but a lot of times it isn’t.” light that’s there or modify it a little to make it work better What really matters is the quality, not the length, of on video. Sound is trickier—you need to isolate what’s your video content. According to a Brightcove survey important from what’s extraneous.” of 1,200 consumers who watch online videos, 62% are more likely to have a negative perception of a brand that HIRING A PRO posts a poor-quality video. So how do you ensure that Quality is king, so is it in your best interest to hire a proyour videos don’t fall into this category? fessional? Opinions vary. “I don’t see that it’s necessary “Do your research,” Broderick says. “Plan exactly what to involve professionals, unless you’re shooting a short you’re going to shoot, how long your video will be, where movie,” Broderick says. “There’s so much free and cheap you will shoot it and how you’ll edit it, then double-check software available, such as Windows Movie Maker, and 68

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to produce our videos because we know pizza, and they know video,” Romans says. “Anyone can shoot a video, but having the right equipment, the ability to edit, and knowing how to market your videos to your customers can make all the difference.”

Most marketing experts recommend hiring video professionals rather than putting out amateurish content. “Do what you’re good at. What you’re not so good at, get someone else to do,” says Brian Belefant.

good-quality digital cameras have come down in price.

So, with a little effort, you can get a professional-looking video at a budget price. We shoot most of our videos with an iPhone 6 or a $300 camera on a cheap tripod. We use PowerPoint to create our product showcase, which plays on televisions in our store, by taking still images and overlaying text and graphics.”

But most video experts will tell you that shooting good video requires talent and skill—it’s not a job for amateurs.

“I would recommend against a pizzeria owner shooting his own video for the same reason I would recommend against a videographer making his own pizza,” Belefant says. “Do what you’re good at. What you’re not so good at, get someone else to do. ” Aurelio’s Pizza uses Launch Digital, a professional video company in Naperville, Illinois. “We decided to use them 70

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MATCHING MEDIA Research shows that videos uploaded directly to Facebook have 10 times higher reach than YouTube links that are shared on Facebook. In other words, posting your video to YouTube is a good idea, but uploading it directly to your Facebook page is an even better one. It allows your Facebook fans to more easily share your video with fellow users and keeps them on your page.

“Facebook is, by far, our biggest and best marketing tool, and I don’t see that changing anytime soon,” Broderick says. “It’s completely free, and the bulk of our customers are on there. And every time they engage with one of our posts, many of their friends see it, too. We also upload all of our videos to YouTube so that they’re easily found once they drop off Facebook’s radar.”

Video has also been shown to hold the interest of visitors on company websites. The website for Aurelio’s Pizza offers a textbook example of how to use online video to hook visitors. Footage depicts various scenes from Aurelio’s stores, including close-ups of pizzas and salads, customers enjoying their meals and Joe Aurelio tossing dough. “We use video to give the customer a small look inside the kitchens of Aurelio’s,” Romans says.

“Having the video on our main page creates interest in our page, and the time spent on our website has dramatically increased since converting it last year.”

If you want to compete with the chains in your area, now is the time to hit the “play” button on your video marketing campaign and get started. Don’t miss the opportunity to showcase your business and engage your customers using a medium they love and understand.

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

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Join in the fun at these upcoming USPT competitions!

New England Pizza Challenge September 12-14 Lawrence, MA lballes@colonyfoods.com

SOFO Food Expo (SOFO Customers Only) September 18 Columbus, OH angie.rombach@sofofoods.com

IBIE August 20 Your Pie, Augusta, GA brian@pmq.com

Other upcoming pizza competitions to enjoy: Your Fest | Organizer: Drew French August 20 | Your Pie, Augusta, GA marketing@yourpie.com

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ON THE ROAD WITH PMQ

�

Where We've Been

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

When PMQ senior copy editor Tracy Morin visited Pangea Kitchen on a Saturday afternoon in April, throngs of visitors never stopped pouring in.

Groupon U.S. Pizza Team members Leonardo Giordano and Michael LaMarca display a pie in the Pizza for Two competition at the World Pizza Championship.

PANGEA KITCHEN EVANSVILLE, IN Pangea Kitchen has a lot of working parts. Branded “a global soul food market,” the strip-mall location packs in stations with fresh mozzarella and pastas; a deli with meats, cheeses and gourmet goods; an assembly line churning out Neapolitan, Sicilian and fried pies crafted to order; a Thai chef spicing and marinating meats for the rotisserie; and a counter serving coffee, gelato and pastries.

Happily, the concept has been embraced by locals, validating the vision of owner Randy Hobson and the handiwork of Italian pizzaiolo Alessio Lacco and proving that classic cuisine made with love never goes out of style.

THE WORLD PIZZA CHAMPIONSHIP PARMA, ITALY After two straight silver medals in Individual Freestyle Acrobatics, the Groupon U.S. Pizza Team’s Jamie Culliton grabbed the gold this April in Parma. Team members and PMQ staffers also toured Castello Torrechiara and feasted like royalty at the Taverna del Castello. Several members of the squad enjoyed a guided tour of the ruins of Pompeii and learned about the upscale cuisine of that ancient city, including a delicacy made of mouse meat and honey.

THE NEW ENGLAND PIZZA COLLABORATIVE BOSTON, MA PMQ Pizza Magazine teamed with distributor Colony Foods to host the New England Pizza Collaborative in early May. The initiative, which focused on POS and online ordering technologies, was designed to help independent operators learn how to better compete against the multiunit national chains. Presenters included POS expert Jerry Cibley and Christopher Muller, a hospitality administration professor at Boston University.

The New England Pizza Collaborative attracted top pizzeria operators and experts such as Christopher Muller (above) from around the region.

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Where We're Going

Gold medalist Jamie Culliton shows his moves during his top-ranked performance at the World Pizza Championship.

GROUPON U.S. PIZZA TEAM 2016 MIDWEST TRIALS EVANSTON, IL Panino’s will be the host site for the Groupon U.S. Pizza Team’s 2016 Midwest Trials on June 13. The event will attract competitors from throughout the region to show off their talents in both the culinary and acrobatic categories. Once again, this year’s grand prize winner will earn a spot on the team and a trip to Italy for the World Pizza Championship in 2017. Co-owned by Gino Rago, his brother Lenny Rago and their cousin, Bruno Brunetti, Panino’s offers traditional and contemporary Italian dishes, including Neapolitan-style pizzas, pastas, calzones, sandwiches and timpanos (a stuffed pasta pie baked in pizza crust). The Rago brothers and Brunetti also co-own Via Pizzeria 1-2-3, an Evanston-based supplier of pizza dough mixes and sauces.

SOFO FOODS FOODSERVICE & RESTAURANT SUMMIT COLUMBUS, OH Sofo Foods, the largest ethnic food distributor in the Midwest, will host the Foodservice & Restaurant Summit for restaurateurs from around the area. The trade show, to be held on Sunday, September 18, will bring together Sofo’s top vendors to show off their best products and offer new menu ideas. Sofo is coming off last year’s highly successful Sofo Foods Expo, held in Atlanta for pizzerias and Italian restaurants. Robby Sickler, co-owner of Brothers Express Pizza Café, described that event as “absolutely fantastic.” His partner, Stephanie Sickler, called the show “a great resource for us. We’re an independent startup, so quality is really important to us.” Basil Klosteridis, a regional manager at Fontanini Meats, agreed. “It’s probably one of the best set-up shows I’ve seen, with customers from all over. If you want Italian product for a pizzeria or Italian restaurant, this is where to come.”

Pizzeria industry operators and vendors discussed key trends and moneymaking products at last year’s Sofo Foods Expo held in Atlanta.

June/July 2016 pmq.com

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PIZZA WITHOUT BORDERS

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

By Missy Assink Parma, Italy Frenchman Wins World Pizza Championship With Intricate Pie Ludovic Bicchierai took home the gold medal in the prestigious Pizza Classica division at the 2016 World Pizza Championship in April. His Pizza Gustosa, topped with sea bream tartar, is a fusion of his two favorite foods—pizza and bouillabaisse, a traditional French fish stew from the south of France. “It took me three years to perfect the recipe,” Bicchierai says. “At the base is a fish and shrimp bisque.

The sea bream tartar is made with capers, shallots and chopped tomatoes. Zucchini flowers are stuffed with the tartar mixed with Brousse du Rove [a regional French cheese]. It’s then topped with a green Tabasco gelatin and pearls of creamed scallops.” Despite the recipe’s intricacy, Bicchierai says the pie is “great to serve on a beautiful day when customers can enjoy casually sitting on the terrace.”

A simplified version could be made for takeaway orders, he notes.

Argentina and Uruguay Fainá: A Cultural Staple In South America’s Southern Cone, pizza finds a perfect partner in the soft chickpea bread known as fainá. Inspired by a cultural transplant called farinata from the Liguria region in Italy, fainá is a thin, crunchy bread that’s served with pizza and placed on top of each slice. You can find instant mixes at the store, but nothing beats fainá prepared in the traditional way, using large round pans in a brick oven.

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Cultural Tip Scandinavia Cultural Trend: Spicy Alternatives to Alcohol European countries, especially those with populations historically prone to alcoholism, are witnessing the emergence of spicy beverages as nonalcoholic alternatives to the hard stuff. Low-alcohol beer and wine have long been sold in Scandinavia, where alcohol is tightly controlled, but these new drinks—such as beverages infused with chili and ginger—have a prickly mouthfeel and supposedly trigger an endorphin rush similar to a runner’s high.

Dubai, United Arab Emirates Building a Safety Culture for Delivery Drivers Freedom Pizza, based in the United Arab Emirates, is taking safety to a new level with its #SafetyDelivered campaign. “Our drivers often work for a greater purpose—to support their families and provide a better future for their children,” CEO Ian Ohan notes.

With that in mind, Freedom Pizza has developed several ways to remind drivers to stay safe. Each driver is asked to sign a safety pledge and carry it on the road. Whenever a driver leaves the store, he calls out, “I will drive safely.” And as they don their gear to make a run, drivers catch glimpses of their loved ones in photos attached to their custom-designed helmets, a powerful reminder of what’s at stake with every delivery.

June/July 2016 pmq.com

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IDEA ZONE PORTION PADL

SPONSORED CONTENT

New FDA Law Makes Portioning a Priority

B

ig changes are happening in the pizza market.

Under a new federal law expected to take effect in May 2017, stores with 20 units or more must report a calorie count and nutritional information per pizza serving. “This change in legislation will affect everybody,” says Portion PadL CEO Greg Getzinger. “Consumers, including the independent operator’s customers, will start asking for the nutritional information for their slices of pizza.” To get an accurate representation on a per-slice basis, slices must be cut exactly equally to represent the advertised calories and nutritional content—something most pizzerias aren’t used to doing.

Why Is Accuracy So Important?

False advertising lawsuits due to improper portioning are costing popular chains like Subway and Starbucks time, money and their reputation. Subway recently settled a class action lawsuit for a little over half a million dollars (excluding legal fees) when a customer posted a picture of a foot-long sandwich measuring slightly less on social media.

Starbucks is involved in a similar lawsuit over serving less coffee than what’s advertised on the menu.

Getting portions right from the start will not only help you avoid costly litigation and damage to your reputation, it will give consistency to your pizza and accuracy in your

nutritional information, which your customers can rely on each time.

Perfect Portions From Start to Finish The Portion PadL and the new Portion PeeL offer easy, practical solutions before and after the pizza goes in the oven.

The Portion PeeL is a wooden pizza peel with laser-etched measuring circles to show the pizza maker exactly how large to make the pizza. This product is compliant with Health Department standards, unlike making markings on the peel with ink.

Even new employees can cut perfect slices with the Portion PadL. The cutting board is custom-made. The material is NSF- and FDA-approved and features grooves in the board, which guide the pizza cutter into equal slices every time.

When using the Portion PadL, pizza-by-the-slice operators can expect to get a full return on their investment in about three weeks, saving money by reducing smaller, unsold slices that normally get thrown away.

The Portion PadL and the Portion PeeL are two great products that can save your company from legal and non-compliance battles over mislabeling and deliver your customer a more consistent product, tailored to your pizza’s specifications. Contact them at greg@portionpadl.com or visit their website at www.portionpadl.com.

The Portion PeeL • Most Common Peel Sizes Available • Laser Etched Measuring Circles • No More Inked Circles On The Peel • Eliminates Health Department Concerns • Accurate Pizza Sizes Increases Profits • Ideal FDA Menu Labeling Compliance Tool • Six Month Manufacturer Defect Warranty • Basswood & Manufactured 100% In USA

The Portion PadL • Custom Made To Your Pizza Applications

• NSF & FDA Approved Composition Material

• Simple To Use And Easy To Clean

• 100% Made In The USA

• Reduces Food Cost & Increases Profits

• Ideal FDA Menu Labeling Compliance Tool

For more information visit PortionPeeLs.com or PortionPadL.com

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QUESTIONS or to ORDER call: 330-608-5928

PRODUCT SPOTLIGHT Push of a Button With this revolutionary on-demand service, customers can order your pizza with the single push of a bttn! The stand-alone bttn device connects via Wi-Fi or cellular data and comes with a cloud-based management tool with usage statistics. Distribute bttns to your VIP and corporate customers, and let them easily order their favorite pie. 347-425-4214, bt.tn/pizza

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

Online Ordering Made Easy Harbortouch Online Ordering allows you to accept digital orders through a customized, branded online menu. For every order, tickets are automatically generated within your POS system. It can be fully integrated with your existing POS menu to provide a seamless ordering experience, with menu changes and updates automatically synced with your system. 866-2868744, iharbortouch.com

Moneymaking Magnets Promotional magnets from Pizzeriamagnets. com are highly visible, effective and affordable marketing tools that attract new business while helping you retain existing customers. Pizzeriamagnets.com offers free design services, complimentary digital proofs and budget-friendly pricing. Your competition uses magnets. Shouldn’t you?

888-870-7172, pizzeriamagnets.com

The Healthier Cheese Choice Winona Reserve Goat Cheese from Winona Foods comes in logs, crumbles and a convenient tub.

With a soft, creamy texture and earthy, tangy flavor, goat cheese has fewer calories and less fat than cheese produced by cow’s milk, making it a healthier choice for those customers who are watching their waistlines. This product adds real value to your menu concepts and recipes.

920-662-2184, winonafoods.com

A New Line of Spiral Mixers Precision Mixers, manufacturers of the Precision HD-60 pizza mixer, introduces its newest line of spiral mixers. With five different models to choose from, you can get the size that fits both your operation and budget. Precision spiral mixers are available in capacities ranging from 88 pounds up to 264 pounds and are covered by an industryleading warranty.

518-462-3387, precisionmixers@verizon.net June/July 2016 pmq.com

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THE PIZZA EXCHANGE BULLETIN BOARD

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THE PIZZA EXCHANGE BULLETIN BOARD

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ADVERTISER INDEX JUNE/JULY 2016 Advertiser

Phone Website

Page

Allied Metal Spinning . . . . . . . . . . . . . . . . . . . . . . . 718-893-3300 . . . . . . . . alliedmetalusa.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 81 AM Manufacturing . . . . . . . . . . . . . . . . . . . . . . . . . . 219-472-7272 . . . . . . . . . ammfg.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 69 Bacio Cheese . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 885-222-4685 . . . . . . . . baciocheese.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 11 Bay State Milling . . . . . . . . . . . . . . . . . . . . . . . . . . . 800-553-5687 . . . . . . . . baystatemilling.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 29 Bellissimo . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 800-813-2974 . . . . . . . . bellissimofoods.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 15 Delivery Bags Depot . . . . . . . . . . . . . . . . . . . . . . . . 844-HOT-BAGS . . . . . . . deliverybagsdepot.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . 81 Edge Ovens . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 888-480-EDGE . . . . . . . edgeovens.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 39 Escalon . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . escalon.net . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 31 FWE . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 800-222-4393 . . . . . . . . fwe.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 71 Fontanini . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 800-331-MEAT . . . . . . . . fontanini.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 25 Galbani . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 800-206-9945 . . . . . . . . galbanicheese.com . . . . . . . . . . . . . . . . . . . . . . . . . . . 54, 55 Grande Cheese . . . . . . . . . . . . . . . . . . . . . . . . . . . . 800-8-GRANDE . . . . . . . grandecheese.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3 Harbortouch POS . . . . . . . . . . . . . . . . . . . . . . . . . . 866-286-8744 . . . . . . . . iharbortouch.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 19 HTH . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 800-321-1850 . . . . . . . . hthsigns.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 82 IBIE . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . IBIE2016.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 62, 63 Infrared Technologies . . . . . . . . . . . . . . . . . . . . . . . 888-317-5255 . . . . . . . . infradyne.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 69 Italforni . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 424-364-0075 . . . . . . . . italforniUSA.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 49 La Nova . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 716-881-3366 . . . . . . . . lanova.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Back Cover Liguria . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 515-332-4121 . . . . . . . . liguriafoods.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 35 Lloyd Pans . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 800-748-6251 . . . . . . . . lloydpans.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 82 MailShark . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 800-457-4275 . . . . . . . . themailshark.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 80 Marsal & Sons . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 631-226-6688 . . . . . . . . marsalsons.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 60 MicroMatic . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 866-327-4159 . . . . . . . . micromatic.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 73 Microworks . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 800-787-2068 . . . . . . . . microworks.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9 MidAmerica Restaurant Expo . . . . . . . . . . . . . . . . 877-265-7469 . . . . . . . . . midamericarestaurantexpo.com . . . . . . . . . . . . . . . . . . . . . 67 Middleby Marshall . . . . . . . . . . . . . . . . . . . . . . . . . . 877-34-OVENS . . . . . . . wowoven.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7 My Pizza Protector . . . . . . . . . . . . . . . . . . . . . . . . . . 888-766-1120 . . . . . . . . mypizzaprotector.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 82 Ovention . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . oventionovens.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 17 PCI Pizza Cono . . . . . . . . . . . . . . . . . . . . . . . . . . . . 732-707-9009 . . . . . . . . pcifrozenfoods.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 71 PDQ POS . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 877-968-6430 . . . . . . . . pdqpos.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 23 Peerless Ovens . . . . . . . . . . . . . . . . . . . . . . . . . . . . 800-548-4514 . . . . . . . . peerlessovens.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 80 Perfect Crust . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 800-783-5343 . . . . . . . . perfectcrust.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 80 PizzArt . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 888-443-8782 . . . . . . . . pizzartconcepts.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 67 Pizza Butler . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 718 894 1212 . . . . . . . . thepizzabutler.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 61 Portion PadL . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 330-608-5928 . . . . . . . . portionpadl.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 78 POS Express . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . posexpress.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 67 Precision Mixers . . . . . . . . . . . . . . . . . . . . . . . . . . . . 877-R-MIXERS . . . . . . . . pizzamixers.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 73 Saputo . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 800-824-3373 . . . . . . . . saputousafoodservice.com . . . . . . . . . . . . . . . . . . . . . . . . . 43 Somerset Industries . . . . . . . . . . . . . . . . . . . . . . . . 978-667-3355 . . . . . . . . smrset.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 69 Stanislaus . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 800-327-7201 . . . . . . . . stanislaus.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4, 5 State Farm . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . st8.fm/bizinsurance . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 21 Tyson Foodservice . . . . . . . . . . . . . . . . . . . . . . . . . . 479-290-4000 . . . . . . . . tyson.com . . . . . . . . . . . . . . . . . . . . . . . . . Inside Front Cover Univex . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 800-258-6358 . . . . . . . . univexcorp.com . . . . . . . . . . . . . . . . . . . . Inside Back Cover XLT Ovens . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 888-443-2751 . . . . . . . . xltovens.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 13

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

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THE PIZZA EXCHANGE PIZZA INDUSTRY RESOURCE GUIDE CHEESE

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

BAKING STONES

Authentic Flavor for Modern Menus

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

BEVERAGES ON TAP

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

CHEESE

CHEESE SHAKERS

CHEESE SHAKER LIDS

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

Mark Wutz VP National Accounts MWutz@cellones.com

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

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COMPUTER SYSTEMS: POINT OF SALE

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

COMPUTER SYSTEMS: POINT OF SALE

www.posexpress.com

Providing POS paper and supplies to Micros customers for over five years Inventory Management Enterprise Services Loyalty/Rewards Online Ordering and much more

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

Pizza Technology that Delivers.

www.granburyrs.com

800.750.3947

DESSERTS

Be Inspired. Be Creative. Be Original.

For more exciting recipes and tips about Nutella®, visit www.ferrerofoodservice.com

Now Offering Gelato & Tiramisu Cups

908-241-9191 * Tasteitpresents.com

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

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

877-968-6430 PDQpos.com

Make it count

Don’t “Settle ” For Less....Get More PASMO America Soft Serve Machines Less Noise, Low Cost of Ownership and 50% less than our competition.

pmq.com/Recipe-Bank/

1-844-52-PASMO

More Loyal Customers.Financing Customers.Financing available

isales@pasmousa.com www.pasmousa.com June/July 2016 pmq.com

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THE PIZZA EXCHANGE PIZZA INDUSTRY RESOURCE GUIDE DOUGH

DeIorio Foods

DOUGH PRESSES, ROLLERS

@DeIorios

blog.DeIorios.com

DeIorios.com

DOUGH TRAYS/PROOFING TRAYS

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

• 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

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 Scan for Demo

DOUGH PRESSES, ROLLERS Premium Flours Make Gluten-Free Tasty & Easy!

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

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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

THE PIZZA EXCHANGE PIZZA INDUSTRY RESOURCE GUIDE FLOUR

FRYERS

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

BE THE

KING OF

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

FUNDRAISERS

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 FURNITURE/FIXTURES

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

FOOD DISTRIBUTORS GLUTEN-FREE PRODUCTS W H O L E S O M

E

&

D E L I C I O U S ™ WHOLES

OME & DELICIOUS

™

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

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THE PIZZA EXCHANGE PIZZA INDUSTRY RESOURCE GUIDE MACHINERY/EQUIPMENT

GLUTEN-FREE PRODUCTS Scan for Demo

MIDDLEBY MARSHALL

OVENS MIXERS

RANDELL

PREP TABLES

Premium Flours Make Gluten-Free Tasty & Easy!

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

HOTEL ROOM KEYS

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

INSURANCE PIZZAPRO..............................................................Low cost pizza delivery insurance program Contact Julie Evans (717) 214-7616..............................................................www.pizzapro.amwins.com

MACHINERY/EQUIPMENT

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AMERICAN RANGE

WALK-INS

SOMERSET

PARTS SMALLWARES

1-800-426-0323

www.northernpizza.com

IMPERIAL

THE PIZZA EXCHANGE PIZZA INDUSTRY RESOURCE GUIDE MACHINERY/EQUIPMENT

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.

MAGNETS

MIXERS 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

MARKETING IDEAS

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

Globe Food Equipment Co. | www.globefoodequip.com

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

The Original Variable Speed Mixer

Varimixer Strong as a Bear.

800-222-1138

www.varimixer.com V6OP

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

MOISTURE-ABSORBENT TOPPINGS CONDITIONER/SUPPLIES

MANAGEMENT

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

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THE PIZZA EXCHANGE PIZZA INDUSTRY RESOURCE GUIDE OLIVES

ONLINE ORDERING PROMOTIONAL PROGRAMS

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.

ON HOLD MARKETING

PIZZA BOXES

ONLINE ORDERING

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 LINERS

pmq.com/Recipe-Bank/

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THE PIZZA EXCHANGE PIZZA INDUSTRY RESOURCE GUIDE PIZZA DELIVERY THERMAL BAGS

PIZZA OVENS

Stone Deck, Pizza Dome, and Bakery

PMQ-FWE-June-July_2016 5/13/2016 3:30 PM Page 1

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

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

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

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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

JUNE/JULY SPECIALS

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THE PIZZA EXCHANGE PIZZA INDUSTRY RESOURCE GUIDE PIZZA OVENS

PIZZA PEELS

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

Introducing

THE

PIZZA BUTLER!

Space-saving footprintEasy storage | Versatile Function Sturdy Contruction | Customizable

PIZZA SUPPLIES

• Pizza Preparation and Delivery Products •

Call Manny at 718-894-1212 ext. 218 Order online at www.thepizzabutler.com

AMERICAN MADE

Pizza Screens • The Ultimate in Bake Disks Pizza Pans... Round, Square, & Rectangular Sauce/Cheese Rings • Pan Covers Pizza Cutters/Knives

P.A. PRODUCTS, Inc.

National Marketing, Inc.

www.nminc.com 800-994-4664

734-266-2222

Fax: 734-266-2121

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

BAKEWARE SPECIALISTS

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

ALWAYS WITH YOU.

Come follow us, like us, and engage with us on these social media platforms!

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THE PIZZA EXCHANGE PIZZA INDUSTRY RESOURCE GUIDE PIZZA SUPPLIES

REFRIGERATION

PIZZERIA MAGNETS

PRIVATE LABELING

PRINTING

see more at

www.marsalsons.com

(631) 226-6688

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THE PIZZA EXCHANGE PIZZA INDUSTRY RESOURCE GUIDE PRINTING, CONT.

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THE PIZZA EXCHANGE PIZZA INDUSTRY RESOURCE GUIDE

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PIZZA HALL OF FAME www.pizzahalloffame.com

Sbarro With a recent top-to-bottom rejuvenation that’s inspiring surging sales, this mall-based megabrand shows that, even after 60 years, you can teach an old dog new tricks. By Tracy Morin

W

hen husband and wife Gennaro and Carmela Sbarro opened their eponymous Italian grocery store in Brooklyn, New York, back in 1956, they could never have imagined the icon Sbarro would become. But the immigrants from Naples knew early on that pizza was a hit when Carmela started selling slices to working-class passersby.

“The area had a lot of walk-up foot traffic,” recounts Sbarro chief marketing officer Anne Pritz. “She grew such a following that customers told her, ‘You’ve gotta take this to the masses!’”

Their first mall-based pizzeria, which opened in 1970 at Brooklyn’s Kings Plaza Shopping Center, set the scene for what would become a globally known brand based mainly in food courts, airports, casinos and travel centers. Today, 800-plus locations (both corporate-owned and franchised) dot the globe from Iceland to India. But after decades of success

These photos from 1956 show the original Sbarro location in Brooklyn, but at this humble Italian grocery store, pizza became the real hero after Mama Sbarro (above right) started selling slices to passersby.

as a family-run business, the company experienced some well-publicized tough times in recent years, leading to a 2014 move of headquarters to Columbus, Ohio, and a new CEO, David Karam.

A rebranding was also in order.

Inspired by its 80% brand recall for New York-style pizza by the slice, Sbarro ditched many lower-profit “Italian eatery” items on steam tables while appealing to modern customers’ higher food IQs. “We make our dough in-house, fresh every day, and stretch and toss it,” Pritz notes. “We use San Marzano tomato sauce and 100% whole-milk, all-natural mozzarella.

You can’t be everything to everyone, so we’ve focused on how to elevate that pizza-centric branding and tell our ingredient story.”

The overhaul focused on five Ps— product, place, people, price and promotions—that ushered in store remodels and a revamped website;

new branding elements and equipment; bringing the “theater of pizza making” (i.e., dough tossing) up front in new locations; redesigned uniforms and training materials; and improved eye appeal for merchandising. The chain also rolled out limited-time, on-trend offerings like spicy flavors and X-treme Pepperoni Pizza and value combos, which have seen double-digit growth. Sbarro also introduced Cucinova, a fast-casual concept now with four locations in Ohio.

The chain rolled out limited-time, on-trend offerings like spicy flavors and X-treme Pepperoni Pizza, as well as value combos, which have seen double-digit growth. “Being able to be humble, go back and recognize where we might have tripped up in the past— and then right it—is one reason we’re successful,” Pritz says. “Innovation is critical for any brand, and we’re really proud of how far we’ve come.””

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