PMQ Pizza Magazine January/February 2017

THE WORLD'S AUTHORITY ON PIZZA | PMQ.COM

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Strange Bedfellows The after-party never ends for the marketing madmen of Mikey's Late Night Slice

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PMQ PIZZA MAGAZINE | January/February 2017 | Volume 21, Issue 1

THE WORLD'S AUTHORITY ON PIZZA | PMQ.COM

The Pizza Industry’s Business Monthly | PMQ.com

Strange Bedfellows The after-party never ends for the marketing madmen of Mikey's Late Night Slice

JanFeb17-COVER.indd 1

PAGE 32

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FIND US!

Now On Up All Night at Mikey’s Late Night Slice On a trip through the Midwest, the PMQ video crew stopped in Columbus, Ohio, for a bite and a brew at Mikey’s Late Night Slice, billed as “the black sheep of Columbus pizza joints.” In this video exclusive, you’ll meet Mikey’s Jason Biundo, one of our three cover subjects, and learn about the origins of the “Cheezus Crust” and a mascot called Pizzaface, the “creepiest-looking anthropomorphic pizza that you might have ever seen.” Read the story about Mikey’s starting on page 32.

Exclusively On PMQ.com Meet Your Newest Competitor: Starbucks Customers will soon be able to order a Margherita slice with their Caramel Frappucino, as Starbucks moves into the pizza business this year. The java powerhouse has teamed with Princi, an Italian artisan bakery founded by Rocco Princi, and will offer baked items, including pizza and focaccia, in some stores in late 2017. Read more about it at PMQ.com.

Pizzagate: Pizzerias Under Fire A bizarre conspiracy theory inspired an armed man to search for a nonexistent sex trafficking ring in Comet Ping Pong in December. After his arrest for assault with a dangerous weapon, he said he found no evidence of wrongdoing, but the accusations spread to other pizza shops, with death threats made to workers at Roberta’s in Brooklyn and East Side Pies in Austin, Texas, among others. Get the facts at PMQ.com.

A Need for Weed

Presentation Is Everything People really do eat with their eyes, so aesthetic appeal should not be overlooked in pizza preparation. Good plating can entice customers to try a new pizza, and a splash of vibrant color and the use of contrast and garnishes make a dish irresistible. Marc Cosentino of New York Brick Ovens offers tips for presenting your food at PMQ.com.

6

Smoke a bowl, get the munchies, order pizza: That’s been the ritual for marijuana users for years, but Denver, Colorado, has added a new twist. Now customers can bring their own weed into restaurants and bars—just as long as they don’t light up inside.

Learn about the potential impact of Initiative 300 on the restaurant biz at PMQ.com.

PMQ Pizza Magazine The Pizza Industry’s Business Monthly

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PMQ PIZZA MAGAZIN E | January/ Februar y 2017

ORITY ON

PMQ.COM PIZZA |

| Volume 21, Issue 1

Contents

D'S AUTH

THE WORL

ON THE COVER ’s Busines Industry s Monthly

The Late Show

The Pizza

32

s

m | PMQ.co

edfellow Strange B The after-part

y never ends

eting madmen

for the mark

of Mikey's Late

Night Slice

PAGE 32

Locally renowned for off-the-wall pizza specials, crowd-pleasing promos and witty Facebook memes, the three partners at Mikey’s Late Night Slice have used their trademark snark and racy, good-time vibe to create a distinctive brand in Columbus, Ohio.

By Rick Hynum

FEATURES RIBALTA

44

Cold Comforts If your pizzeria’s menu has a big hole where ice cream and gelato should go, here’s how to make frozen desserts work for you. By Liz Barrett

44 50

Fired Up! Head honchos at three up-and-coming chains explain how quick-bake ovens are fueling the fast-casual boom and delivering the kind of pizza more customers demand.

By Tracy Morin

58

Should you stick with your in-house delivery staff or contract with a third-party service instead? The owner of Precinct Pizza uses both—and it saves him $85,000 a year. By Rick Drury

YOUR PIE

50

The Third-Party Wave: Part 2

64

The Upside of a Downturn, Part 2 With some experts predicting a restaurant recession this year, the owner of Pizza X in Bloomington, Indiana, offers tips for meeting the challenge—and continuing to thrive.

By Jeff Mease

68

The Chinese Revolution The next stage of pizza’s evolution may take place in China, as members of the U.S. Pizza Team learned after being dazzled by pizzaioli from the Far East in the 2016 Chinese Pizza Championship in Shanghai. By Daniel Lee Perea

DANIEL LEE PEREA

68 8

PMQ Pizza Magazine The Pizza Industry’s Business Monthly

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DEPARTMENTS

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20

In Lehmann’s Terms: Converting Bakers Percent to Weight Measures The Dough Doctor shows how you can use the bakers percent to easily manipulate your dough batch size and spot problems in your formula.

20

New York’s Finest: Stuffed Mussels If you’re looking to create an authentic Italian experience for your guests, you can’t go wrong with this seafood appetizer from Chef Santo Bruno.

22

Accounting for Your Money: How to Better Manage Your Payroll in 2017 In anticipation of new policies coming down from Washington, D.C., accountant Mike Rasmussen explains how you can get your payroll system in tip-top shape for the new year.

74

24

The Think Tank: How to Hire a Pizza Maker According to our expert operators, experience may not be the most important qualification to look for when hiring a new pizza maker.

30

The Art of Marketing: Gearing Up for Super Bowl 2017 Get game day-ready with these promotional tips from our own Liz Barrett. Plus, Liz shares three moneymaking ideas for Valentine’s Day.

74

Pizza Without Borders: The Father of Pizza Art Meets the Governor Italian pizzaiolo Marco Fumai leveraged his pizza portrait skills to meet his childhood idol, actor and former California Governor Arnold Schwarzenegger, in Venice. Also, are electric bikes the future of pizza delivery?

98

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Pizza Hall of Fame: Joe & Pat’s Pizzeria & Restaurant This Staten Island pizza shop put the entire family to work—Mom, Dad and all nine brothers and sisters—after it opened in 1958. Nearly 60 years later, it’s still earning accolades as one of New York’s best.

IN EVERY ISSUE 6

Online at PMQ.com

12

From the Editor

SPONSORED CONTENT

16

From the Inbox

26

Moneymakers

76

78

Product Spotlight

83

Advertiser Index

84

The Pizza Exchange

SmartMarket: Italforni USA: The Best Finish You Could Imagine Italforni’s TS Series Stone Conveyor ovens achieve the results of authentic Italian stone-deck ovens with the convenience of conveyor technology.

Check out our digital and tablet editions for bonus video content. 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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©2016 AB Mauri Food Inc.

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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 VOLUME 21, ISSUE 1 JANUARY/FEBRUARY 2017

Don’t Feed the Trolls

PUBLISHER

Steve Green, sg@pmq.com ext. 123

J

ason Biundo, chief creative officer at Mikey’s Late Night Slice in Columbus, Ohio, and one of our cover subjects for this month’s issue (along with partners Mike Sorboro and Bryce Ungerott), is more than just a marketing whiz. He could also teach a master’s-level course in dealing with online trolls. While most of Mikey’s social media followers are dedicated fans, the occasional hater pops in to post a blistering tirade that has little to do with pizza and a lot to do with some personal or political beef. In one lengthy Facebook rant, a commenter wrote, in part, “Mikey’s Late Night Slice is just another shining example of how the fat, liberal, heathen slobs of Columbus have absolutely zero standards….Blows my mind [that] someone hasn’t made another late-night place in Columbus just to put these fools out of business and show them how it’s done.”

To which Biundo responded with a single line: “You think we’re fat?”

Later, after the same poster returned with another venomous diatribe, Biundo followed up: “Seriously, you think we’re fat?”

“I’m proud of how we deal with haters on our page,” Biundo told me.

“We just try to kill them with kindness or logic them to death, or we just ignore them. You know, don’t feed the trolls. We’ve been contacted

by Yelp saying they wanted to use Mikey’s as an example of how to do social media right. We’re honest, we stand by our values, but we try to keep it funny.”

Mikey’s is one of those unassuming yet marvelously executed concepts I love to spotlight in these pages. Biundo and his buddies bring a lively (and, admittedly, sometimes racy) sense of humor to everything they do, from dreaming up stop-motion animation videos featuring He-Man and Spider-Man toys to Pizza of the Week specials named Loaded Mr. Potato Head and Silence of the Buffalo Chicken. Check out the story on page 32 and keep an eye on these guys. They’ve got pizza making chops, marketing savvy and a shrewd branding strategy—including running kitchens in local concert venues and corporate cafeterias—that will take them far. But, at heart, they’re still a trio of fun-loving drunkfood dudes. It’s no wonder so many folks in Columbus want to party all night with them.

PMQ PIZZA MAGAZINE | January/February 2017 | Volume 21, Issue 1

Rick Hynum Editor-in-Chief PMQ Pizza Magazine THE WORLD'S AUTHORITY ON PIZZA | PMQ.COM

The Pizza Industry’s Business Monthly | PMQ.com

Strange Bedfellows

12

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 IT DIRECTOR

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

PMQ PIZZA MAGAZINE

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

ON THE COVER:

The after-party never ends for the marketing madmen of Mikey's Late Night Slice

CO-PUBLISHER

PAGE 32

Mikey’s Late Night Slice co-owners Jason Biundo, Mike Sorboro and Bryce Ungerott keep the party going with Pizzaface, the not-so-cute mascot that embodies the irreverent, off-kilter vibe of this Columbus nightspot/eatery. Photo by Jason Biundo

PMQ Pizza Magazine (ISSN #1937-5263) is published 10 times per year.

Cost of U.S. subscription is $25 per year. International $35. Periodical postage pricing paid at Oxford, MS. Additional mailing offices at Bolingbrook, IL. Postmaster: Send address changes to: PMQ Pizza Magazine, PO Box 2015, Langhorne, PA 19047.

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

PMQ Pizza Magazine The Pizza Industry’s Business Monthly

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COLLEGE & UNIVERSITY

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FROM THE INBOX

PMQ: BETTER THAN VANITY FAIR! Thank you so much for featuring me on your cover (“Thea’s Rules,” November 2016). I was thrilled and honored to be associated with PMQ Pizza Magazine! I have not pitched a magazine in many years, nor have I given interviews to anyone, because I did not trust that their interpretation of our efforts would relate to our actual efforts in any way. However, after reading PMQ each month for several years, I concluded this was the only publication I aspired to be in. I was amazed by the quality of the writing, the humor and intelligence of the articles, not to mention the fact that an industry publication with a limited focus was out-writing and out-thinking The New York Times food section, which I read and discard in disappointment each week.

Tracy Morin is such a thoughtful and excellent writer and thinker, and she is so connected to the rapidly evolving food scene globally. Tracy had such a deep understanding of all the myriad elements that go into operating the restaurant in our unique way, and I am so grateful for her thoughtfulness and dedication to telling this story so superbly. And Eric Summers’ beautiful aesthetic sense helped make this spread the most visually appealing spread I have ever been in. Your magazine might be one of the last vestiges of high-quality writing, with entertaining and compelling stories told in an intelligent voice. If this same article appeared in Vanity Fair, my only reaction would be, “Wow! Vanity Fair has improved its quality!”

Thea Goldman Owner, Thea’s Miami, FL

FIND US ON SOCIAL MEDIA: 16

COMPETING AGAINST THE CHAINS PMQ might want to contemplate running an article about how independents can better compete against corporate chains. I’m a face in the crowd. Not counting myself, we have 18 places that sell pizza. What kind of guerilla marketing ideas can you suggest for independent operators?

Sam Sula The Famous King of Pizza Mt. Holly, NJ Good question! Tom Feltenstein contributed a fourpart series that’s right up your alley, titled “Slaying the Neighborhood Goliath,” back in 2014. The series ran in our June-July, August, September and October issues during that year and featured dozens of guerilla marketing ideas. You can view these articles online at pmq.com/digital-archives.

I hope this helps, and keep fighting the good fight!

E W F F U ST

ead of a brutal t what a gimmick! Ah bu , ick m m gi a s wa deliver Yes, it to train reindeer to ed pt m te at n pa Ja winter, Domino’s ow-bound northern Japan’s sn in y cit a ri, ika Ish pizza around er games tmas. Alas, the reinde ris Ch g rin du , on gi re fused Hokkaido ook their antlers, re sh lly ua tin on “c als from went awry. The anim dislodging the pizzas pt ke d an s ot sp y may have to stop at deliver ny statement said. It pa m co a s,” he uc po their delivery history. that will go down in t un st a ill st s it’ t failed, bu

PMQ Pizza Magazine The Pizza Industry’s Business Monthly

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Your Food. Our Box. Packaging Matters.

At WestRock, we deliver pizza boxes that are made with as much care as the pizza that goes inside. Our pizza boxes are manufactured to meet the highest quality and food safety standards. Continual testing at WestRock ensures that only safe materials go into our food packaging containers.

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Raw materials certified suitable for food contact Liner, medium, and finished products routinely tested by independent, certified laboratories Finished packaging meets FDA requirements for food contact 17 dedicated manufacturing plants

We offer a full line of foodservice packaging.

For more information, contact us at 470.328.6155 or PizzaBoxes@westrock.com. westrock.com/pizza ©2017 WestRock Company. All rights reserved. WESTROCK and the WestRock logo are trademarks of WestRock Company and its subsidiaries and affiliates.

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IN LEHMANN’S TERMS

Converting Bakers Percent to Weight Measures Using the bakers percent for your dough formula lets you easily manipulate dough batch size to fit your pizzeria’s needs. By Tom Lehmann

Q A

How do I change a dough formula expressed in percentages to one based on weight measures?

I hear this question a lot, but I don’t mind explaining it to anyone who doesn’t understand the bakers percent. By showing a dough formula in bakers percent, we can easily manipulate the size of the dough up or down to fit our needs, whether it be for 10 pounds or 1,500 pounds of dough. It also allows us to easily and quickly scrutinize a dough formula for any ingredient anomalies that might impact the dough or finished crust.

When showing a formula in bakers percent, the flour weight is always equal to 100%, and the amount of each ingredient is expressed as a percent of the total flour weight. To change a dough formula by weight into bakers percent, you’ll want to divide the weight of each ingredient by the weight of the flour and multiply by 100. Here’s an example: Starting with weight measures: Flour: 40 lb. (640 oz.)

Salt: 11.2 oz.

Instant dry yeast: 2.4 oz.

Olive oil: 6.4 oz.

Water: 23 lb. and 3.2 oz. (371.2 oz.)

Converting to bakers percent: Flour: 100% (always) Salt: 11.2 oz. divided by 640 x 100 = 1.75% Instant dry yeast: 2.4 oz. divided by 640 x 100 = 0.375% Olive oil: 6.4 oz. divided by 640 x 100 = 1% Water: 371.2 oz. divided by 640 x 100 = 58% Now that we have the dough formula expressed in bakers percent, we can manipulate the size of the dough based on the amount of flour we want to use. Let’s say we want to increase the dough size to 50 pounds of flour: Flour: 100% = 50 lb. (800 oz.)

Salt: 800 x 1.75, then press the “%” key = 14 oz.

Instant dry yeast: 800 x .375, then press the “%” key = 3 oz.

Olive oil: 800 x 1, then press the “%” key = 8 oz.

Water: 50 x 58, then press the “%” key = 29 lb.

Note that the weight of the ingredient will always be shown in the same weight units (pounds, ounces, grams, kilograms, etc.) that the flour weight is shown in.

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

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PMQ Pizza Magazine The Pizza Industry’s Business Monthly

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NEW YORK’S FINEST

Stuffed Mussels Give your guests an authentic culinary experience with this shellfish-based appetizer from southern Italy.

H

ello, my readers! I hope everyone had a wonderful holiday! Another year has gone by, and a new president is moving into the White House. With all of the change going on in the world, your pizzeria should always be a safe, comfortable haven for your customers.

And it all starts with your menu and the delicious meals that you serve them every single day.

If you’re looking to create an authentic Italian experience for your guests, this appetizer is one of the greatest dishes to offer this time of year. Using fresh mussels in the shell, it’s a specialty of southern Italy. I think your customers will love it. You can even make stuffed clams using a similar recipe.

Mangia bene!

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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INGREDIENTS: 3 lb. fresh large mussels, in their shells ¾ c. butter (unsalted) ½ c. bread crumbs 4 garlic cloves, finely chopped 6 tbsp. parsley, chopped ½ c. Parmesan cheese, grated DIRECTIONS: Scrub the mussels under cold water, cutting the beard with a small knife. Preheat the oven to 450°F. Place the mussels in a large saucepan over medium heat. Once they start to open, lift them out one by one. Remove the empty half-shell from each mussel, leaving the mussel attached to the other half-shell. (Throw out any mussels that did not open.) Set aside.

In a small saucepan, combine all of the remaining ingredients and heat gently until the mixture begins to soften. Once this is done, start stuffing the mussels with the mixture and place them on a cookie sheet. Bake for 7 minutes, or until lightly browned. Serve hot or at room temperature.

PMQ Pizza Magazine The Pizza Industry’s Business Monthly

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ACCOUNTING FOR YOUR MONEY

How to Better Manage Your Payroll in 2017 To prepare for new business policies from Washington, it’s time to fill in the gaps and fix any bugs in your payroll processing and labor scheduling systems.

By Michael J. Rasmussen

Q A

How can I prepare for possible changes to my payroll when the new president takes office?

Payroll is probably the biggest line item in your profit-and-loss statement, and you should expect more changes to this part of your operation than any other in 2017. If President-elect Donald Trump stays true to his “pro-business” theme and his pledge to repeal the Affordable Care Act (ACA), his policies could quickly impact your business in many ways.

First, don’t go overboard on ACA compliance or worry about developing a long-term compliance plan. Many payroll processing and third-party providers use fear tactics to get you to overcommit to ACA rules that might soon be repealed entirely. I recommend you comply for now at the minimum level and make sure you understand what you’ve committed to.

Meanwhile, make sure your payroll processing company will have your back during these uncertain times.

The first quarter of any new tax year is the best time to look at your current processes, fees, measurement tools and results. I just assisted a restaurateur who discovered that his payroll reports did not list employee hours for 22

an entire day for all three locations, resulting in no pay (regular or overtime) for nearly 50 workers for that day!

To make matters worse, the company that operates the three restaurants was already undergoing a Department of Labor audit. Fortunately, the operator had started matching up the point-of-sale timekeeping system to the payroll reports generated from an independent third party, so someone spotted this discrepancy before the auditor found it. Systems are now in place to double-check the data generated between the two companies that contribute to this operator’s payroll processing system.

On a similar note, make sure your payroll system allows you to manage crew labor as a percentage of sales and provides you with fully loaded payroll costs, including salaried employees and payroll taxes. Many third-party systems do not allow for this measurement, invariably leading to confusion and arguments over the previous month’s labor cost percentage when you receive monthly financial statements from your accountant. You and your accountant need to agree on the exact payroll costs you intend to measure from week to week, and your accountant should reconcile the difference prior to submitting the reports. Then you can spend your time serving your

PMQ Pizza Magazine The Pizza Industry’s Business Monthly

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customers and making profits rather than figuring out labor cost percentages!

You’ll also want to implement a labor scheduling program that’s tied to your daily sales, preferably based on each day’s history compared to the same day the previous year. Yes, another monthly subscription might be required, but it’s worth the cost. Most chains have this ability built into their franchise system procedures. As an

independent, you should evaluate your POS and backof-the-house third-party providers and make sure your system integrates with your daily sales.

Finally, implement a mandate requiring that your POS system captures the hours worked by waitstaff and sends the data directly to your payroll processor. Your processor should then process the payroll and electronically remit the summary results back to your platform of choice, providing you with daily analytics for your operations.

With this approach, vital end-to-end data will be captured and transmitted electronically, avoiding human errors in data entry. Implement procedures to double-check the results along the way, and you will be on your way to profitability!

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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BERNIE O’S

THE THINK TANK

How to Hire a Pizza Maker Think Tankers discuss the most important traits to look for when filling this key position. (Hint: It’s not always about experience.)

L

ee Kim: I just bought a pizzeria two months ago.

Before that, I ran it for more than three years, doing all jobs, including pizza making. During this time, we’ve never hired anyone except a cashier.

But I’ve been working seven days a week, with no weekends or days off. I will need to hire a pizza maker soon. Can anyone suggest the best strategy to go about finding the right candidates—i.e, newspaper ads, Craigslist, trying to poach someone from a pizza chain? noreason: Pizza maker seems to be the hardest position to fill for us. I would try every way possible. I don’t really poach, but I do offer better wages in hopes that someone notices and then applies with us. The only problem with that method is that they usually leave when someone else offers them a nickel more. My new method for hiring is to find someone with no experience. The key here is to look for great traits in the person—work ethic, sense of urgency, etc. Over the years, I’ve noticed the end result is usually better when you train someone from the ground up rather than try and find someone with a great work ethic who is also a great pizza maker. It does take time and a lot of patience, though.

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bodegahwy: 1) Craigslist is free, but we clearly state in the post that they must apply in person. We do not provide a phone number or email address. 2) Consider a promoted Facebook post using demographic and geographic targeting. We generally pay about $30 for a promoted post and run it a couple of times. 3) Try a helpwanted flier as a box topper for a week or so. 4) Offer a bonus to your employees for referrals. Or award $50 to an employee who refers a new hire after that new person has worked 30 days in good standing, and award another $50 after 90 or 120 days. j_r0kk: During the hiring process, my fundamental approach is to “hire the personality, train for the position.” Basically, you want to hire a person with a strong work ethic and an ability to be coached. The training part is easy once the quality applicant is hired. Good luck!

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

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©2015 Lactalis American Group, Inc., Buffalo, NY 14220. Galbani is a ® of S.p.A. Egidio Galbani.

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MONEYMAKERS

Meatballs Can Make a Difference

For the second year in a row, Buca di Beppo worked to save lives through the power of the meatball, with a little help from Modern Family actress Sofia Vergara. With 92 locations around the country, Buca di Beppo’s promotion, called Meatballs 4 Niños, raised funds for St. Jude’s Children’s Research Hospital, which provides free treatment for kids with cancer and other life-threatening illnesses. From September 15 through November 30, for every order that included meatballs (such as spaghetti and meatballs, the Mini Meatball appetizer or any side of meatballs), Buca di Beppo donated $1 to St. Jude’s.

“It means so much to me that one of my favorite restaurants is supporting a cause so dear to me,” Vergara said in a press release. “We were able to help so many families with the success of the first Meatballs 4 Niños program. It’s an honor to be able to help even more families in need.”

Actress Sofia Vergara, a celebrity ambassador for St. Jude’s Children’s Research Hospital, lent her famous face and name to Buca di Beppo’s Meatballs 4 Niños fundraiser for the facility.

Quick Tip 1: Get Started With Geofilters Snapchat, the mobile video and photo app, and Foursquare have partnered to let brands create highly targeted, specific parameters for location-based geofilters using Foursquare’s data. Now may be the time to develop your own branded geofilters—colorful graphics that overlay photos and video created by Snapchat users—for younger customers who like to share their dining experiences.

D.C. Pizzeria Returns To Its 1991 Roots

Customers at Pizzeria Paradiso, with three locations in Washington, D.C., dined like it was 1991 in celebration of the restaurant’s 25th anniversary in November. Owner/chef Ruth Gresser, who has long used pizza as a platform to support her favorite causes, revived select items from her restaurant’s original menu and sold them at throwback prices, including an original Paradiso Pizza for $6.95, a roasted lamb panini for $5.95 and housemade gelato for $3.95.

Gresser also hosted a special Trappist Beer Dinner, featuring five courses paired with Belgian Trappist brews for $70, and a “Year of Pizza” drawing, with the winner receiving a free large pizza and two draft beers every week for 52 weeks.

Chef Ruth Gresser turned to Neapolitan pizza making after graduating summa cum laude from Madeleine Kamman’s Classical and Modern French Cooking School and working in fine-dining restaurants like Obelisk and Le Pavillon.

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MONEYMAKERS

Pop Goes the Pizza at Paulie Gee’s

The U.S. Pizza Museum may not have its own building yet, but it found a temporary home in a most fitting locale—the new Paulie Gee’s restaurant in Chicago’s Logan Square. The iconic Brooklyn pizzeria, which opened its first Windy City location last July, is hosting a pop culture-inspired Pizza Museum exhibit from November 11 through January 15. The Logan Square eatery’s owner, Derrick Tung, invited other Chicago pizza shops, including Piece Pizzeria & Brewery, Coalfire, Dolce Italian, Robert’s Pizza Company, Roots Pizza and The Stop Along, to join the celebration, where they all gave away free pizza samples at the opening-night party. Items on display included a “Pizza Hut Pete” coin bank from 1969; a Milton Bradley pizza-themed board game from 1974; and items from ShowBiz Pizza Place.

Founded in 2015 by Kendall Bruns, the U.S. Pizza Museum has amassed 500-plus items associated with pizza pop culture and famous pizzerias, including menus, toys, clothing and artwork.

“Tastes Like Heaven and Smells Like Hell”

Its smell has been compared to rotting flesh, dead rats and even sewage, but an Asian fruit called durian has become a pizza topping of choice for some customers at a location of the Smile Dessert restaurant chain in Auckland, New Zealand.

Victor Li, the eatery’s owner, says he sells about 50 signature pies made with durian and local mozzarella cheese every week.

The fruit is hugely popular in southeast Asia and China, despite its notoriously funky aroma. Once you get past the stench, its fans say, the fruit delivers a rich, supersweet flavor with a creamy texture. “People either like it or hate it,” Li told The New Zealand Herald. “There is a saying that durian tastes like heaven and smells like hell.”

According to The Wall Street Journal, a café in Shanghai was the first to offer durian-topped pizza in 2013 and sold about 70 pies a day, despite the fruit’s infamously pungent odor. More recently, Pizza Hut has begun selling durian-topped pizzas in several Chinese cities.

Quick Tip 2: Create a Media-Night Promotion To celebrate any occasion (an anniversary, say, or a new menu rollout), create a media night and invite local reporters, editors, food bloggers and photographers. Let them experience your signature pizzas, enjoy a beer or cocktail, meet your pizza chefs and even make pies of their own. Send them home with happy memories, and they’ll remember you for food-related features and reviews in the future.

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THE ART OF MARKETING

GEARING UP for Super Bowl Sunday is one of the biggest pizza days of the year. Get game day-ready with these promotional tips.

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SUPER BOWL

Offer a discount for preordering game-day pizzas at least three days in advance. This will encourage planning ahead and help you schedule your staff.

2

Send one free pizza with every five pizzas ordered. Super Bowl is a party day, so a six-for-the-priceof-one special could help boost your ticket average.

Throw a Super Bowl party at your pizzeria with all-you-can-eat pizza and wings for a set price. If you’ve got a big-screen TV and a bar (note the extra profits you’ll make here), you’ve got a recipe for success.

4

Your delivery drivers will be stretched to the limit on Super Bowl Sunday, so consider offering an incentive for customers to carry out their orders.

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

Tips&Tricks Quick Promo Tip:

Want to attract a new batch of customers? Run a buy-oneget-one-free coupon in your local newspaper. You may be surprised at how many people take you up on your offer.

Connect With Guests Feel the Love On Valentine’s Day

So you finally have a guest email list. Maybe you built it with your loyalty program, via online orders, or through customer comment cards. The question is, now that you have it, how are you using it? Let’s look at a few ways you can start.

A pizzeria may not be the first place couples think of when it comes to a romantic night out on Valentine’s Day, but for those who choose to stay in, pizza has always been beautiful under the glow of candlelight. Woo the lovebirds into choosing your pizzeria with the following tactics.

Personally email your guests every two to four weeks to let them know about specials, upcoming events, contests and more.

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Leading up to the big day, post social media photos of pizza, special offers and love messages such as, “You’ll always have a PIZZA my heart.”

Create a Valentine’s Day pizza—sweet or savory— shaped like a heart, and let your customers know via email that you can include a special message to their loved one and deliver it to their home or work before or on Valentine’s Day.

Purchase old-school valentines from the store and stick them on your pizza boxes during Valentine’s week as a sweet reminder that you love your customers.

1

Create a simple newsletter that you can (consistently) send out once per month, highlighting your restaurant’s latest positive reviews, fun news and user-generated content from social media.

Randomly email thank-you gifts, such as free breadstick coupons, to show your appreciation to guests for being a part of your pizzeria’s family.

Once a year, send out a short email survey asking guests what they’d like to see from the pizzeria in the coming year—new menu items, online ordering or maybe an outdoor patio?

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In addition to operating several Mikey’s Late Night Slice stores around Columbus, founders Jason Biundo, Mike Sorboro and Bryce Ungerott spread their brand by running kitchens for concert venues and corporate headquarters.

JASON BIUNDO

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The

LATE SH W We stayed up past our bedtime at Mikey’s Late Night Slice, an after-party concept powered by a trio of pizza-slinging bad boys with a gift for the absurd.

By Rick Hynum | Additional reporting by Andy Knef

Y

ou might say Mike Sorboro built Mikey’s Late Night Slice with his own two feet. Sorboro, who co-owns the famously irreverent pizza company in Columbus, Ohio, raised the money to launch the first Mikey’s location with his pedicab business, carting hard-partying tourists and clubbers around the city in the wee hours. “Mikey always had the idea to start some kind of drunk-food thing,” recalls his business partner Jason Biundo, chief creative officer for Mikey’s. “When we started doing the bike taxi, people would ask, ‘Where can we get pizza by the slice in this town?’

There was no place to get it.”

The Marketing Madmen of Mikey’s Visit our website for exclusive bonus coverage of Mikey’s Late Night Slice, the “black sheep of Columbus’ pizza joints.” Watch a video interview with Chief Creative Officer Jason Biundo in their downtown Columbus location, get an insider’s view of the offbeat decor and artwork, and check out more hilarious memes and Pizza of the Week graphics at PMQ.com.

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ANDY KNEF

COURTESY MIKEY’S LATE NIGHT SLICE

ANDY KNEF

y

Friendly servers, offbeat promos and a relaxed, party-like atmosphere make Mikey’s Late Night Slice the go-to after-hours place in Columbus, Ohio.

Sensing a niche ripe for exploitation, Sorboro bought a ramshackle storage shed in Short North, an arts and entertainment district known for its bustling nightlife.

“He started researching what he needed to do—permits and stuff,” Biundo says. “Then he’d go out on his pedicab and take a bunch of people around until he’d made enough money to pay for an oven, then a freezer, a cooler, smallwares…and eventually we opened Mikey’s.”

Sorboro and his partners, Biundo and Bryce Ungerott, finally had a pizza shop (initially called the Shack), albeit a scruffy one; now all they had to do was learn how to make pizza. “We didn’t exactly know what we were doing right away,” Biundo admits, with a laugh. “For the first week or so, we just bought pizza somewhere else, reheated it and sold it. Eventually, we got our hands on some dough balls. We didn’t know what the hell we were doing with those, either, but we learned quickly. We watched a lot of YouYube, went to a lot of pizzerias, took in as much as we could, and eventually we had a product that we’re proud of.”

“We were always irreverent and off-the-wall ourselves, so this was just a reflection of who we were. We make pizza the way we like to eat it. We stay open late, and we like to make people laugh.”

— J A S O N B I U N D O, M I K E Y ’ S L AT E N I G H T S L I C E 34

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They also had a scalable concept that reflected the trio’s personality—edgy, funny, progressive and ready to party.

Since the first store opened in 2009, Mikey’s has expanded to three stores and three mobile units, called the PizzAssault Trucks, which are weekend fixtures in downtown Columbus. To further spread the brand, the company also operates kitchens in Newport Music Hall and the Express Live! concert venue and, under a deal with Aramark, runs permanent food stands in the Nationwide Insurance Headquarters and the Chase McCoy Center.

And everywhere the partners go, they bring along their trademark snark and racy, good-time vibe, serving every slice with a side of sass. “We were always irreverent and off-the-wall ourselves, so this was just a reflection of who we were,” Biundo says. “We make pizza the way we like to eat it. We stay open late, and we like to make people laugh. And we’ve stuck with that.”

THE MEME MASTER Not a lot of pizzerias have a chief creative officer, but they might want to look into it. While Sorboro is the visionary behind Mikey’s and Ungerott is the “money guy” who ran another multimillion-dollar business before taking the pizza plunge, Biundo delivers the laughs that have helped the company build a loyal and engaged fan base on social media. A branding and marketing whiz with a finely tuned sense of the absurd, Biundo is also a master of the art form known as the Internet meme, crafting parody images that place well-known movie characters and pop-culture figures—from Pee Wee Herman to Professor X—in a Late Night Slice context. The company’s not-socute mascot, Pizzaface, makes frequent appearances, too, riding on a unicorn or sitting triumphantly in the Iron Throne from Game of Thrones.

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COURTESY MIKEY’S LATE NIGHT SLICE

“[Our memes] probably skirt the line of legality a little bit, so as we continue to grow, we’ll have to walk away from a lot of that. But we’re having fun with it— we’ve gotten only one cease-and-desist notice so far.”

— J A S O N B I U N D O, M I K E Y ’ S L AT E NIGHT SLICE Many of the memes tout Mikey’s “Free S#!t Friday,” a weekly Facebook promo in which followers share the posts for a chance to win free pizza, while others call attention to Pizza of the Week specials. A promo for a baked-potato pizza, called Loaded Mr. Potato Head, featured a tipsy Mr. Potato Head, glasses askew, with a caption that reads, “Go Home, Potato Head. You’re Drunk.”

Another meme recreates the look and feel of a Midol ad to promote the Extra Strength P.M.S., a pie topped with pepperoni, mushrooms and sausage. The Asian-themed Punk Wok pizza inspired a meme featuring Bruce Lee clutching a slice in one hand and making a deadly “fist of fury” with the other.

“My favorites are the unexpected ones, like The Usual Suspects with Pizzaface in the lineup, which I wound up really digging,” Biundo says. “Once I got an employee to 36

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wear a wrestling unitard and put on a luchador mask, and I made the El Pizza ad, which looked like one of those Mexican wrestling posters, for our Cinco de Mayo pizza.

We probably skirt the line of legality a little bit, so as we continue to grow, we’ll have to walk away from a lot of that. But we’re having fun with it—we’ve gotten only one cease-and-desist notice so far.”

Biundo’s talents as a meme master, graphic designer and photographer have paid off for Mikey’s. The company has more than 22,200 Facebook followers, 6,800 fans on Instagram and nearly 6,000 devotees on Twitter. All that can be a little too much for one person to handle, so Biundo recently turned the Free S#!t Friday graphics over to an assistant, Darien Fisher, whom Biundo honored with one last classic meme: a laugh-out-loud recreation of an iconic scene from The Graduate, with Pizzaface filling

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in for the alluring Mrs. Robinson and baring his hairy legs to Dustin Hoffman, who responds, “Mr. Pizzaface, you’re trying to seduce me, aren’t you?”

COURTESY HILLARY WHITE

POURING ON THE SPICE Of course, not every joke lands quite as expected. Since Mikey’s caters largely to hip, young late-night partiers, the humor can be decidedly spicy—and a tad politically insensitive for some people’s tastes. The first Mikey’s store served up a signature concoction called Slut Sauce, which had to be renamed Unicorn Sauce in 2015. “It was wildly popular,” Biundo says. “We actually took more flak for changing the name than we ever took from people who didn’t like the name. But we changed it because we want to see it distributed in supermarkets like Kroger or Giant Eagle, and that’s never going to happen if it’s called Slut Sauce.”

Some signature specialty pies, such as the Spicy Ass Pepperoni and Plain Ass Pepperoni, also underwent name changes. “We’ve covered our asses and moved on from that,” Biundo jokes. But Mikey’s keeps the heat turned up with another signature pie called the Fiery Death, made with ghost peppers, reaper peppers, scorpion peppers and more. The company offers the belly-burning pie just one week out of the year, promoting it with eating contests and luring in local TV personalities, such as Cameron Fontana from Good Day Columbus, for an on-air bite, usually to their regret. “We tried to warn [Fontana], but he went ahead and ate it,” Biundo says. “He turned a crazy shade of red, and everybody got a good laugh out of it. It was good TV.”

The Abduction of R2D2 When you’re not scarfing down a slice of Cheezus Crust at Mikey’s Late Night Slice, you can feast your eyes on a smorgasbord of pop art. Patrick Moore created the Mikey’s mascot, Pizzaface, described by chief creative officer Jason Biundo as “the creepiest-looking, anthropomorphic pizza you’ve ever seen. I have yet to see a child cry when they see him, but it wouldn’t surprise me.” Renditions of Pizzaface adorn the restaurants’ walls, along with vivid pop-culture mash-ups created by painter Hillary White, known for reinterpreting classical paintings with film characters and muppets (“Beaker Slaying Honeydew,” for example, and “The Anatomy Lesson of Dr. Bird,” in which Big Bird dissects Kermit the Frog while other Sesame Street characters look on).

ANDY KNEF

Chief Creative Officer Jason Biundo is also a photographer and graphic designer who channels his love for pop culture into Mikey’s marketing materials and social media.

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When White’s classically inspired portrait of R2D2 went missing in early 2016, the theft made headlines, thanks to some adroit marketing by Biundo. “I put up caution tape, like a police scene, and posted a picture on Instagram. The local news stations did a story about it, and then one day some guy pulls up on a motorcycle wearing a stormtrooper helmet. He brings the portrait back [with a note] and speeds away. Some drunk had stolen it, and we’d shamed him into bringing it back.”

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Servers stand by with glasses of milk as patrons gear up for a pizza-eating contest featuring the Fiery Death, a super-hot pie only offered once per year.

Besides the Fiery Death, Mikey’s menu is packed with signature pies boasting memorable names and flavors to match. Biundo comes up with many of the recipes, letting his keen nose for trending pop-culture themes lead the way. The Death Star Chili Mac proved a best-seller when Star Wars: The Force Awakens hit theaters last year. On the other hand, the Groot’s Broccoli and Cheddar, inspired by the lovable tree monster in Guardians of the Galaxy, failed to take root but made for a terrific meme. “Don’t

ever put broccoli on a pizza,” Biundo warns. “No matter who says they want it, it’s not gonna sell.”

Then there’s the Cheezus Crust, Mikey’s best-known signature item. “That one goes back to our days in the Shack, when we were bored because we were getting, like, one customer every 50 minutes,” Biundo recalls.

“We took a couple of slices of American cheese, pressed them together between two slices of pizza like a grilled cheese sandwich, and heated it up. We were, like, ‘What

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COURTESY MIKEY’S LATE NIGHT SLICE

Mikey’s Late Night Slice gets deeply involved in community events, such as Columbus’ annual Pride Parade, and assists multiple nonprofits, inspiring fierce loyalty among its customers. Some have even gone so far as to get a Pizzaface tattoo.

are we going to call it?’ And Mikey’s girlfriend at the time saw it and was like, ‘Cheezus Crust!’ We were like, ‘Brilliant! Done!’”

The partners also dreamed up the Pizza Dog, a sliced hot dog stuffed with pepperoni and cheese and wrapped in a slice of pizza. Biundo even has a pie bearing his own name. “It’s a joke about how terribly I eat,” he says. “I will take whatever’s on the menu and find a way to make it terrible for you. So the Biundo has, like, five different meats and onions on it. It’s not healthy.”

TAILOR-MADE FOR COLUMBUS When the marketing mad men of Mikey’s aren’t devising off-the-wall recipes in the kitchen, they’re using their flair for improvisation to develop quirky promotions that have endeared them to the up-all-night crowd. A Valentine’s Day event, for example, combined speed-dating with the popular Cards Against Humanity game. “When it came time to [implement] it, we were setting up the tables that night and were like, ‘Well, how are we gonna do this?’

We quickly came up with some rules, but it was more about the interaction than the game. We had 30 people on one side of the restaurant and 30 people on the other.

We’d pair two people up and use the cards to start the conversation, then after a minute and a half, the buzzer would go off and everyone would move down to the next table. It’s great because people take their own pictures and Instagram it, so they’re doing my work for me, because they’re having such a good time.”

In a cross-promotion last March, one Mikey’s store created a new specialty pizza in collaboration with Hot 40

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Chicken Takeover, another local brand with hipster appeal, and launched it with a fundraiser for the Columbus Diaper Bank, a nonprofit (founded by Sorboro) that provides diapers for needy families with babies. “A regular week at that location would be about 30 grand,” Biundo says. “During the week we ran that pizza, we doubled that number. There were lines out the door. Of all the specials we’ve done, that was the biggest success we’ve had.”

Mikey’s supports other kid-friendly causes, including Toys for Tots and A Kid Again, a nonprofit modeled after the Make-A-Wish Foundation. In fact, for an operation that bills itself as “the black sheep of Columbus pizza joints,” Mikey’s keeps drifting dangerously closer to the mainstream. The downtown shop offers designer cocktails and craft beers on tap, and the location inside the Chase McCoy Center is a daytime-only operation for Chase employees—not exactly After-Party Central.

But that’s one of the great things about the Mikey’s concept—it’s highly adaptable. And it’s tailor-made for a high-energy college town like Columbus, home of Ohio State University. “Columbus is a great place to introduce a new idea,” Biundo says. “There’s some kind of synergy in this city—if you put all your effort behind your business and really believe in it, people will come. I started to say Columbus is like an oasis in the middle of Ohio, but it’s really not. Yes, there are cornfields in Ohio, and, yes, there are cows. But there are cities, too, and they are very connected and sophisticated. It’s a battleground state.

You don’t win the presidency unless you win Ohio.”

Rick Hynum is PMQ’s editor in chief.

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Gelato counts for 26 percent of dessert sales at Ribalta, with locations in Atlanta and New York City.

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Cold comforts Gear up for warm weather with 11 proven ways to boost your frozen dessert profits. By Liz Barrett

T

he United States holds the record for highest per capita ice cream consumption in the world, according to the International Dairy Foods Association. In a 2016 survey by

research group Mintel, nine out of 10 consumers reported buying frozen desserts in the past six months, and a Harris Poll survey last year found ice cream is tied with chocolate as the second most popular comfort food (even better news—pizza came in at No. 1). Chefs, manufacturers and scoop shops keep inventing creative new flavors almost as quickly as pizza chefs design new artisan pies. Anyone up for a Black Raspberry Krunch Sundae or Hawaiian Wedding Cake ice cream?

If your pizzeria’s menu has a big hole where your ice cream and gelato selections could go, read on to find out how to make these frozen desserts work for you.

RIBALTA

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Freezing Up

20

Number of quarts of ice cream the average American eats each year

Percentage of the ice cream market vanilla holds—it’s the top-selling flavor, in front of chocolate at 19 percent

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Year the ice cream cone first appeared at the St. Louis World’s Fair

Gallons of milk it takes to make one gallon of ice cream Percentage of Americans who eat ice cream in bed

$1 Million

19

%

The amount of insurance the taste tester for Dreyer’s Ice Cream has on his tongue

There’s a reason today’s consumers grew up on 31 flavors. Even if most people order the same flavor every time, it’s always nice to have choices.

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PAPA-RONI’S

1904

33

%

Papa-Roni’s in Barberton, Ohio, offers nearly 20 ice cream flavors, plus sundaes, floats and milk shakes.

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Limit availability. One of the oldest ways to create demand in the marketplace is to put a limit on availability. That’s why we see so many limited-time-only promotions in almost every industry. The same tactic can be applied to your frozen desserts. “Every 12 weeks we run a Craft Pie Series promo, which is a specialty pizza paired with a gelato and a craft beer,” says Drew French, founder of Athens, Georgia-based Your Pie. “So every 12 weeks, we have another unique gelato flavor, depending on the season.”

2

Provide size options. Don’t stop at a bowl of ice cream. Think about the different artisanal options for frozen desserts, such as milkshakes, cones, sundaes and more. “Our most popular frozen desserts are ice cream cones and bowls, followed by pints and quarts,” says Dan Urbancic, owner and manager of Papa-Roni’s in Barberton, Ohio.

3

Showcase flavor variety. There’s a reason today’s consumers grew up on 31 flavors. Even if most people order the same flavor every time, it’s always nice to have choices. Pick a few crowd favorites and rotate seasonal flavors in a few times per year to give you something to promote. “We have 12 regular gelato flavors that are consistently available, along with one to three seasonal flavors,” French says. “We try to keep the flavors rotating, working with our gelato company for flavor suggestions.”

PMQ Pizza Magazine The Pizza Industry’s Business Monthly

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The Craft Pie Series promo at Your Pie spotlights a pizza paired with a gelato and a craft beer, with a new gelato flavor introduced every 12 weeks.

YOUR PIE

“Everyone loves gelato, and we try to differentiate ourselves in authenticity compared to restaurants serving ice cream.”

— RO S A R I O P RO C I N O, C O - O W N E R O F R I B A LTA

4

Reinforce your brand. Before choosing a frozen dessert, think about your brand. If you’re a classic Neapolitan restaurant, consider the advantages of serving Italian alternatives to ice cream. “The most popular dessert for a restaurant like ours is gelato,” says Rosario Procino, co-owner of Ribalta, with locations in New York City and Atlanta. “Everyone loves gelato, and we try to differentiate ourselves in authenticity compared to restaurants serving ice cream. Always look for something that makes you different from others, while making sure to keep it a fit with your menu, style and identity. Gelato counts for 26% of our dessert sales, with percentages increasing in the summer.”

5

Create a designated space. If you have the real estate for an ice-cream bar, a cooler displaying your flavors, or an outdoor patio that can regularly promote your ice cream or gelato, take advantage of it. “Overall, 15% of our guests order ice cream, but during the summer, when our ice cream patio is open, we sell more ice cream than the rest of the year,” Urbancic says.

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6

Get social. Whether you show off mouthwatering ice cream cones, smooth gelatos, or sky-high sundaes and shakes, don’t forget the power of social media—and enticing photographs—to promote your frozen desserts. “Our social media posts are a mixture of pizza and ice cream,” Urbancic says. “Some of our pizza specials include pints, quarts or milkshakes to promote those items.”

7

Announce freebies and run contests. If you have an ice cream counter, you should already be giving out free samples to inspire purchases. Beyond sampling, consider free ice cream or gelato days that coincide with special events, such as your pizzeria’s anniversary or National Ice Cream Day (Sunday, July 16). “For the past two years on National Ice Cream Day, we’ve given out free gelato,” French notes. “We do it to raise awareness about our gelato and reward our customers. This year, our best store gave out about 800 scoops. We get a lot of new customers out of it.” In conjunction with National Ice Cream Day, Your Pie also rewarded one lucky customer with free gelato for the rest of the year after asking guests to post pics of gelato with a special hashtag.

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8

Offer delivery. Don’t underestimate the profit potential in dessert delivery. “During the winter months, ice cream pints and quarts overtake our cones and bowls, since we deliver our ice cream,” Urbancic says. “We will even deliver an order that consists only of ice cream, so even during the colder months, 10% of our guests purchase ice cream.”

Katie’s Korner is a section in Papa-Roni’s that specializes in frozen desserts.

PAPA-RONI’S

9

Promote everywhere. In addition to social media, don’t forget to promote your frozen desserts on menus, table tents, digital menu boards, flyers, window clings and anything else your guests see. “We promote our ice cream in almost all of our advertising,” Urbancic says. “It takes up the whole back of our takeout menu, and we have menu boards for it in our lobby.”

10

Hook the kids. Many pizzeria restaurateurs have learned that the way to a parent’s heart is through their children’s stomachs. “A scoop of gelato comes with our kids meal, so a lot of parents tell us their kids ask to come to Your Pie because they know they’ll get gelato,” French says.

11

Always upsell. When taking orders over the phone, at the table or online, your staff should make an effort to upsell customers to a frozen dessert. “Most of our orders come over the phone and online,” says Urbancic. “When we have seasonal flavors, we suggest a pint or quart as an upsell over the phone.”

That perfect bake.

Every time.

We are innovating how pizza is made.

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

January/February 2017 pmq.com

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blaze, a t n e m g e s l fast-casua y Tracy Morin e h t t e s e v a king ovensahst-growing concepts. B a b k ic u q e Innovativ en by these three f as prov

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The Athens, Georgia-based Your Pie chain uses larger ovens to support its booming lunch trade, which now accounts for half of all business.

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PIZZAFIRE

Quick-bake ovens have been integral to the success of PIZZAFIRE, requiring little technical training and delivering a fast, uniform bake.

E

xpecting the fast-casual frenzy to simmer down any day now? Think again. According to Technomic, in 2015, its growth rate surged by 11.5%, compared to 5.5% for limited service as a whole and 4.4% for quick service. The research firm also found that pizza tops the list of fast-casual outlets, with 37% of the share, beating out “specialty” with 19%, chicken with 16%, and burgers, sandwiches, Asian, Mexican and bakery concepts each representing 15% or less.

Quick-bake ovens have been a crucial component in the meteoric rise of fast-casual pizza. Customers create their own masterpieces start-to-finish in minutes, and an increasing number of competitors are tapping into the customization craze while catering to time-starved consumers. PMQ tapped head honchos at three fast-growing concepts to share their take on the trend, along with some crucial intel on the ovens that fire their businesses.

SEAN BRAUSER, FOUNDER AND CEO, PIZZAFIRE, MEDINA, OH (14 LOCATIONS) Fast-casual is the fastest-growing segment in the entire restaurant business. There are five to 10 competitors right now growing superfast, including us. We opened our first store two years ago, but we already have 35 in the pipeline for 2017 and are growing outside of Ohio, into about eight other major markets, through franchising. I expect 50 by the end of the year. Fast-casual is growing so quickly that now our focus is simply finding new locations!

The key to our operation is fast-cooking ovens. You’re competing with Five Guys and Chipotle in terms of speed, which is important for lunchtime customers. The oven we use is really special, and we’re the largest fastcasual company using its new technology. Our Marra Forni oven has a deck rotating around the fire, which allows for a more uniform bake and less manual error than

“We can make more than 200 pizzas per hour [with our quick-baking ovens]. We’ve never hit a point where we couldn’t get pizzas in within a minute or two.”

—SEAN BRAUSER, PIZZAFIRE 52

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YOUR PIE

Brick ovens fueled by natural gas can cook 25 pizzas at a time while adding to the ambience at Your Pie.

“I think customers have latched onto the flexibility of fast-casual—the fact that a group of four could come in and each person gets exactly what he wanted.”

— D R E W F R E N C H , YO U R P I E

a traditional wood-fired oven. It’s also gas-fired, because using wood changes the complexity—for example, you’ll have different requirements for the fire code, while, with a gas-fired model, we can simply direct-vent the oven, with no hood.

That’s been a key to fast growth: not needing someone that’s very technically trained on running the oven. You put in the pizza, it goes around the fire twice, and you pull it out, making sure it’s cooked correctly. Heavily topped pies might take a little longer, but we set it up to be pretty automatic.

The oven runs at 800°, and the pizza takes about 130 seconds to cook. We can make more than 200 pizzas per hour. We’ve never hit a point where we couldn’t get pizzas in within a minute or two. We leave the ovens running at a low temperature overnight and fire them up in the morning; it takes about 45 minutes to reach the desired temp, and it remains there all day.

Lunch is very important, about 40% of our business, but pizzas are a popular dinner item, too. People have only 30 or 60 minutes for lunch, so they don’t have time 54

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to waste. We get them in and out in eight minutes, no matter where they are in line. Someone presses the dough out, someone sauces, someone cheeses, someone tops, and we put it in the oven, so we’re pretty efficient, especially at lunch.

I went to Italy eight times to compete with the U.S. Pizza Team and learned a lot there, and I can tell you our Neapolitan pizza cooks perfectly in that high temperature. But to work this fast, you need a thinner crust. (We also do a gluten-free version.) And we cook our sausage, chicken and meatballs, plus other toppings, in the oven— you can do anything with it!

DREW FRENCH, FOUNDER, YOUR PIE FRANCHISING, ATHENS, GA (36 LOCATIONS) We started in 2008, but fast-baking brick ovens have been around for thousands of years. We started using them in a high-end fast-casual setting to create a more accessible pizza experience. Over time, people adopted other oven styles, like conveyors, to make pizza in this setting. Those innovations have helped the rise of fast-casual pizza.

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PIE FIVE PIZZA COMPANY

“There are conveyor-style, brick and coal-fire ovens to choose from, depending on the type of crust you’re cooking.

The important part is that they’re very hot for a fast bake.”

— PAT T Y S C H E I B M E I R , P I E F I V E P I Z Z A C O M PA N Y

We wanted to give people a choice in the pizza dining experience. Before, it wasn’t all about customization and personal pizza done fast; you typically had to split a pizza unless you grabbed a slice. I think customers have latched onto the flexibility of fast-casual—the fact that a group of four could come in and each person gets exactly what he wanted. And we offered different options for sauces, cheeses and toppings. Seeing it all happen in front of their eyes, fresh and customizable, got people excited.

I think it has taken a while to get customers used to pizza for lunch; ordinarily, lunchtime is not when people have always thought about pizza. Even now, changing that perception is still a bit of a challenge when we enter new markets. But lunch is a big part of what we do; it was 40% lunch and 60% dinner when we opened, and now it’s almost 50-50. In some markets, we do more lunch than dinner, but generally we do more dinner business.

Part of that is our approach: We’re tied to craft breweries 56

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and offer more of an atmosphere.

We’ve chosen bigger ovens over time so we can put through more pizzas per hour; in our first store, the oven became a bottleneck for us. We use Woodstone brick ovens with natural gas because we think it makes a better-tasting pizza and creates a better guest experience when they see the oven fired up. It allows us to fully cook a pizza regardless of toppings—a cheese pizza takes 90 seconds, with cooking time increasing as more ingredients are added. We cook at 600° to 800°, depending on time of day, and the oven takes a few hours to heat up.

How to operate the oven is one of the easier things to teach. We teach based on sight, since each pizza has a different amount of toppings. All employees start at the oven on day one, and we train them how to rotate the pies. We can cook 25 pizzas at once—120 or more per hour. All employees have to know is not to burn the pizza.

Before opening, I tested out different recipes for the

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

Conveyor convection ovens at Pie Five cook at 650°F and offer flexibility for operators.

Pie Five’s ovens handle four crust styles yet offer a superfast bake to streamline the customer experience.



PATTY SCHEIBMEIR, VICE PRESIDENT OF R&D AND PRODUCT INNOVATION, PIE FIVE PIZZA COMPANY (97 LOCATIONS), DALLAS, TX We use a TurboChef conveyor convection oven—a very hot, very fast-baking oven—so pizzas cook in 145 seconds. By the time customers pay, their pizza is hot, fresh and ready to go. Fast-casual pizza has become so popular because it seizes a part of the day at which you wouldn’t normally get pizza—lunchtime.

People love a hot, fresh pizza with quality ingredients, and everyone loves choices. Kids may love cheese pizza, but Mom and Dad can have an “everything” pizza. Or someone can work around their dietary restrictions, from vegan to gluten-free. It’s a personal experience and a personal-size pie.

There are conveyor-style, brick and coal-fire ovens to choose from, depending on the type of crust you’re cooking. The important part is that they’re very hot for a fast bake. We cook at 650°, but some operations might cook at 800°, all the way down to 500°, depending on style or the attributes they’re seeking. We have four different styles of crust (Crispy Artisan Thin, Classic Pan, Traditional Italian and Gluten-Free) all cooking in the same oven—we’re one of the only companies in the industry doing that. Others making one style of crust have more flexibility in their type of oven or temperature settings.

PIE FIVE PIZZA COMPANY

oven; you have to adjust your water content when you cook at higher temperatures. We offer a typical thin, handtossed Italian crust, which gets some rise, since we don’t use a dough press. I was inspired by my honeymoon to Italy, so Neapolitan was the style I always wanted to offer.

The oven is the heart of our restaurant, and we can cook anything with it: our panini breads, mushrooms or other toppings, or salmon on cedar planks. Everything we cook goes through the oven—even our own turkeys for Thanksgiving!

Our regional or field leaders have expertise in the ovens, but employees don’t need expertise to work them. We want them to create the perfect pizza, and we understand the technology behind it. We also make, in-house, all of our desserts, and the oven allows us to change the temperatures very quickly with the push of a button; the oven ranges from 100° to 650°. We can also change the airflow with top and bottom settings and adjust the speed of the belt, so it’s very flexible.

We can get eight pizzas in the oven chamber at once.

My job is playing with the dough so they all work with our one cook setting, but a Chicago-style deep dish wouldn’t work with our ovens. Our formulation modifies the dough, adjusting the blend of flour and yeast, protein content and mix times—whatever it takes to make sure it’s not too brown or too light and that it’s easy to operationalize and works from a financial standpoint. A lot of balancing goes into the dough formulation. Even if we like it, if the consumer doesn’t, we’re not going to sell it.

Tracy Morin is PMQ’s senior copy editor.

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Precinct Pizza has always offered delivery to its customers, but owner Rick Drury recently started splitting the service between his in-house team and third-party providers to see if it would save money.

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The

Third-Party Wave P A R T

2

The owner of Precinct Pizza looks at the advantages of splitting deliveries between your own in-house team and a third-party company.

By Rick Drury | Photos provided by Precinct Pizza This article is the second of a two-part series about Rick Drury’s experiences with third-party delivery.

I

n last month’s article (“The Third-Party Wave, Part 1”), I discussed the pros and cons of using an outside delivery source for your pizzeria. I noted that third-party companies can help eliminate or reduce your costs for employing, training and insuring drivers and save you some hassle in scheduling drivers and dealing with customer complaints, while allowing you to get your pizza into more customers’ hands. On the other hand, you give up a substantial percentage of each sale to the third-party company. You also may lose that all-important personal connection with your customer, and you’ll no longer have as much control over the quality of your delivered product and how the drivers represent your brand, to name a few of the disadvantages.

My restaurant, Precinct Pizza in Tampa, Florida, employs an in-house delivery staff and also uses an outside delivery service. It has worked pretty well for us so far. Would splitting deliveries be a good idea for your pizzeria, too? That’s what we’re going to consider in this month’s article.

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Rick Drury operates one of the country’s busiest pizzerias today, but, as depicted in the photograph on the right, he was previously a paramedic in New York who served as a first responder when the World Trade Center collapsed during the 9/11 attacks.

By continuing to use our own in-house delivery service in addition to a third-party service, we saved about $85,000, compared to using only an outside delivery service.

EXPANDING YOUR CUSTOMER BASE At Precinct Pizza, we have offered delivery from the day we opened 10 years ago, but I was approached by an outside delivery company about five years ago. They had done their own polling around Tampa to identify the most popular pizzeria among the locals, and Precinct Pizza was the overwhelming favorite. For this reason, they wanted Precinct Pizza to be their go-to Italian restaurant.

They made their sales pitch, but I told them I thought the whole idea was silly, since we already offered delivery to our customers.

The company insisted, however, that they would not take anything away from my current delivery business— they would only add to it. I agreed to give it a shot, and 60

they were right. The customers they received orders from were not customers I recognized (I could tell because when the orders came through to my store, they often displayed the delivery addresses on the food tickets).

During my partnership with this third-party company, my in-house delivery business never declined; it actually increased, and so did the orders from the outside delivery company. In 10 years, Precinct Pizza has enjoyed nine positive sales years, and our sales keep going up. (The only negative sales year was due to BP’s oil spill in 2010, which killed our summer business; otherwise, we undoubtedly would have enjoyed 10 straight positive sales years).

RUNNING THE NUMBERS Since that initial rewarding experience with a third-party delivery company, Precinct Pizza has expanded its outside food delivery with UberEATS and Amazon Prime Now Restaurant Delivery. If they keep their promises and advertise to get new customers for my restaurant through their own marketing, I don’t believe I will lose any of my current business to them.

Now, remember, when you’re working with a thirdparty delivery company, you give up a percentage of each sale to that company. In our case, we lose 25% to 30%, depending on the provider. So if a customer wants to

PMQ Pizza Magazine The Pizza Industry’s Business Monthly

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After dividing his delivery business between in-house team members like Amanda Horton (above) and third-party providers, Precinct Pizza’s Rick Drury says his in-house delivery continued to thrive and his overall orders increased.

order Precinct Pizza tonight, I would obviously want them to order directly through the store, because if they order through the outside delivery company, I lose 25% to 30% of the profit.

But let’s take a closer look at the numbers. As I said, I’m currently splitting deliveries between my in-house team and outside third-party providers. If I had contracted out 100% of Precinct Pizza’s delivery business—a total of $935,701 in sales—to outside delivery services in 2015, we would have given up $280,710 in third-party delivery fees.

I also calculated that payroll for the drivers that year was $168,452, and the payroll taxes for those drivers amounted to $20,292. In addition, we spent about $2,000 on uniforms, raincoats, hot bags and other delivery items.

The Non-Owned & Hired insurance premium cost for that year was about $5,000. So if we’d gone 100% with outside food delivery companies in 2015, the numbers would look like this: dd Revenue lost due to fees: $280,710 dd Savings on driver salaries: $168,452 dd Savings on driver payroll taxes: $20,292 dd Savings on equipment expenditures: $2,000 dd Savings on insurance premiums: $5,000 Net loss: $84,966 As you can see, we would end up losing money if we turned over all deliveries to a third-party company.

By continuing to use our own in-house delivery service in addition to a third-party service, we saved about $85,000, compared to the model of using only an outside delivery service.

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Once your delivery sales go below $250,000 a year, it may make financial sense to use only an outside food delivery service if one is available.

USING THIRD-PARTY DELIVERY EXCLUSIVELY If your pizzeria does lower delivery sales than mine, the savings of in-house delivery will decrease. At a certain point, it may actually make sense to do away with in-house delivery service altogether, especially if you are in a small market and can work with an outside delivery service that’s reliable and professional.

Let’s assume your driver labor percentages, insurance costs, taxes and expenses are about the same as mine. If you generate $750,000 annually in delivery sales, you would save about $68,000 by splitting your deliveries with an outside company rather than letting that company handle all of your deliveries. If you make $400,000 in deliveries, you save about $33,000.

Once your delivery sales go below $250,000 a year, it may make financial sense to use only an outside food delivery service if one is available. The time and money that you spend training, scheduling and insuring your drivers, plus other delivery-related expenses, aren’t worth the small amount of money you’d save in keeping an in-house delivery team.

For Precinct Pizza, due to our delivery volume, it’s a no-brainer—the numbers show that we should not give

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up our in-house delivery service. Not included in the profitability scenario listed above is the priceless additional work our professional drivers do for us. They often distribute menus to hotels, businesses and apartment buildings when they have deliveries in those areas; drivers for outside delivery companies won’t do that. Our drivers also help fold boxes, wash dishes and occasionally assist with prep when they’re not delivering. Again, you won’t get that kind of work from a third-party company’s drivers.

But if your delivery sales do not exceed $250,000 a year, you should definitely crunch the numbers and find out if going 100% with outside food-delivery companies is right for you.

In our first week with UberEATS, Precinct Pizza fulfilled 294 orders, for a total of $8,258.17. Thirty percent of that amount, or $2,477.45, went to UberEATS. I have contacted many of the major outside delivery companies and, from my research, I found that none of them allow their customers to use coupons or any other kind of discount when they place their orders. So you may be giving up 30% of each order, but these third-party companies’

customers are paying full price on all menu items. If you are nervous about giving up that 30%, you may want to run a food cost analysis on your current menu and determine if it’s time to raise your prices a little bit. That would also offset some of the costs of giving up 30% per order to an outside delivery company.

In conclusion, third-party delivery can boost your sales, but it’s not always a good idea to rely on these companies exclusively. If you already have an in-house delivery team, think carefully and do the math before you let them go.

Splitting deliveries with a third-party provider may be the better option for you!

Rick Drury is the owner of Precinct Pizza in Tampa, Florida. Rick has more than a quartercentury of pizza experience, and Precinct Pizza has been recognized as one of the busiest pizzerias in the country.

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Jeff Mease founded Pizza X in Bloomington, Indiana, almost 35 years ago, and has built a thriving company around a people-centered philosophy.

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the of a P A R T

2

To survive hard times, avoid catering to deal-seekers and figure out how to get owners and managers working together. By Jeff Mease A slowdown in U.S. restaurant sales last year spurred headlines about a possible “restaurant recession” in 2017. Print publications and websites, from Forbes and U.S. News & World Report to Eater.com, have suggested hard times might lie ahead for the industry. In Part 2 of a three-part series, we asked Jeff Mease, owner of Bloomington, Indiana-based Pizza X, for insights on how to prepare for the challenge.

G

BRIAN HERNANDEZ

ood business practices are good business practices, regardless of the short-term economic environment. We should also remind ourselves to pay attention to the human tendency to react rather than to respond. Too many of us tend to react to the surface waves of a changing environment rather than maturely and strategically respond to the deeper business realities, which are always evolving.

At our pizza delivery business, there’s a practice we started 15 years ago, and we’re still doing it to this day: At certain intervals, we step out beyond our own four walls and buy pizza from the same key competitors, including two chains and one independent. We then graph our market share compared to this “basket” of competitors. It’s a crude but valuable way to determine where the market is. Over the years, the biggest lesson we’ve learned from this practice has been that the size of the combined “market” that we share with these competitors (measured by number of orders) has slowly and steadily increased, but the “share” between those competitors has varied much more than the overall market. When sales are down, there is a tendency at the unit level to

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PIZZA X

Used and reused by IU students and locals alike, Pizza X’s stadium cups have been key to building the Pizza X brand.

blame economic conditions or the “market.” In fact, we should look at where the responsibility truly lies, which is nearly always with some combination of marketing and store operations.

REAL CUSTOMERS, NOT DEAL CUSTOMERS I believe that one of the biggest mistakes independents make is putting too much energy into chasing short-term customers with deals rather than building the underlying business model of value and customer loyalty. There are endless ways to approach either of these strategies, but I’m convinced that a key part of our success at Pizza X has been cultivating the real customer rather than the deal customer. Pizza X turned 34 years old last year and operates only in our home market—five locations in the metropolitan Bloomington area. Pizza X had its best year ever in 2015, and, as of this writing (in early October), it looks like we will top that record performance in 2016.

The fact that we are still breaking records after 34 years in business is full of significance. How difficult is it to think 30 years ahead when you start a business? It is

One of the biggest mistakes independents make is putting too much energy into chasing short-term customers with deals rather than building the underlying business model of value and customer loyalty.

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well-nigh impossible for most of us! It certainly is for me. (Memory is notoriously unreliable; I think it’s virtually impossible to accurately recall what was really going on in your head—and the dreams you had—as a much younger person.)

Pizza X has thrived for more than three decades without catering to those customers who seek out the cheapest pizza they can find. So making real customers instead of deal customers is almost entirely about marketing and operations. Once you’ve determined what you sell, how you make it, and what it looks and tastes like, then it comes down to operations.

A PEOPLE-CENTERED PHILOSOPHY Operations is mostly about people. Managing, motivating and leading people is a complex task. Management philosophies and dogma abound, but there is, in fact, a golden secret, a master key to leadership. And it’s right in front of your nose. It’s so simple that we’ve forgotten it, but remembering it is the key to riches of all kinds.

What we need to remember is that we are people, too, so if we are simply willing to study our own true natures and apply what we learn, we have the answer. This is clearly where democratic principles have come from. (While slavery may be quite efficient and excellent for economic growth, try to find someone who wants to be a slave!)

To manage people and to manage a business, we must study ourselves and think carefully about our ideas and marketing schemes. Do our ideas actually add value, or are they merely schemes to get ahead? Are we actually serving our highest ideals, or are we merely seeking a short-term goal? (I’ve always been suspicious of the culture of goal-setting, and I think it’s for this reason.)

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So operations is mainly about people—that is, people and systems. People make the systems, then people run the systems in exchange for various rewards. How we set up those rewards is crucial. The best thing we ever did at Pizza X was make the 10 people on whom we count to run our operations partners in our profits. We started doing that as soon as we started making a profit in our first store, 30 years ago. This is no contrived bonus for a manager based on some subjective criteria. Our approach to bonuses for managers comes down to one simple question: Does your store make money? If so, you keep 25%.

If the store loses money, the manager doesn’t have to pay anything, but, interestingly, once one of our stores has become profitable, it’s never been unprofitable again.

BRIAN HERNANDEZ

Profit-sharing has proven to be an excellent retention tool for Pizza X. An added monetary bonus provided to key performers helps ensure that top talent remains with the company.

I like this system because it requires no real management, no fiddling. When we win, we win together. When times get tough, they are tough on all of us, and we are motivated to make things better. Who’s going to survive a hard economic downturn? Will it be us, or will it be our competitors who haven’t figured out how to put management and ownership on the same side? Our managers like our bonus program because their bonuses don’t get fiddled with, and they have significant control over the money they make. They earn their own reward, and my experience is that humans very much like some control over their lives—and the more, the better!

Jeff Mease is the owner of Bloomington, Indiana-based Pizza X.

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The Chinese China is helping to reinvent pizza as we know it, as members of the U.S. Pizza Team learned at this year’s Chinese Pizza Championship in Shanghai. Story and photos by Daniel Lee Perea

C

hina is a paradox. Although viewed as a “communist country,” it’s actually a mecca of capitalism and entrepreneurial spirit. The massive city of Shanghai is deeply rooted in a legacy of ancient traditions, yet it’s also a forward-thinking city of innovation.

It matches up perfectly with pizza: respectful of tradition, yet always innovating.

Shanghai has long been one of the most international of all Chinese cities—many Chinese citizens outside of Shanghai don’t consider it to be a true Chinese city at all. What better place in Asia to hold a pizza competition than in this cultural crossroads? For the second straight year, the U.S. Pizza Team tested its mettle against culinary minds from around the world at the Chinese Pizza Championship. Sponsored by PMQ China, the contest was held in early November at FHC China, the largest food show in Asia. Answering the 2016 call were competition veterans Michael LaMarca of Master Pizza in Cleveland, Ohio, and Dave Sommers of Mad Mushroom in West Lafayette, Indiana, along with two first-time visitors to Asia: Jason 68

Samosky of Samosky’s Homestyle Pizzeria in Valley City, Ohio, and Chris Mallon of Nashville, Tennessee.

Competitions are one of the primary methods by which these four pizza masters collaborate, learn, and improve their product to stay successful in a competitive market.

“Being a member of the U.S. Pizza Team has given me opportunities to travel all over the United States as well as the world, literally,” LaMarca noted. “I would have never been able to say I went to China or Italy if I had not joined this team.”

A QUEST FOR FOOD After landing in Shanghai, four of us took a cab to the Orange Crystal Hotel in the area known as The Bund.

Mallon would join our party later, opting, against all reason, to self-navigate the Shanghai metro system to the hotel. “There was a moment of panic—where I didn’t know which train to take—that I thought I might be permanently lost and wandering Shanghai forever,” Mallon recalls. “Fortunately, I ran into the one guy out of a

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Revolution thousand who spoke really fluent English, and he told me where to go.”

Wandering the streets for dinner that evening, the two veterans enjoyed watching Mallon and Samosky view China with fresh eyes. Well-lit produce stands shone brightly in the night with a range of colors. Fresh duck hung upside down on a display rack. People manning cramped hardware shops and foot-therapy joints peered out from windows and doorways. Small “phantom” open markets, packed with fresh fish and other delicacies, popped up after dark, only to vanish without a trace by morning.

We settled on convenience store food, and, pushing aside our reservations, tried a variety of mystery meats, oddly flavored chips and snacks, plus Chinese versions of American products that just didn’t quite taste the same.

Circling an outdoor table in the cool night air, LaMarca marveled aloud at how surreal it felt to be on the other side of the globe—and how pizza had the power to bring so many people together in so many distant places again and again.

In what would become a daily ritual, I ran into Chris Mallon on a sidewalk the next morning while searching for breakfast. At 6’4,” with a full beard, waxed mustache

and eccentric sense of style, Chris wasn’t hard to spot in a Chinese crowd. Typical of Shanghai’s inner city, the neighborhood was a mixed bag of slums and modern developments. China’s rapid advancement since Nixon opened trade in the 1970s meant the nation more or less jumped in fits and spurts from the 19th to the 21st century, skipping the 20th almost entirely. This rapid advancement has created an unusual generational gap.

The slum streets teemed with mostly middle-aged and elderly people on foot, with humble, drab clothing and a distinct lack of cell phones that matched their lack of urgency. In contrast, the youth can be spotted in fleeting glimpses, always on their way to or from somewhere else. They often tooled about in flashy Western cars, with stylish haircuts, trendy clothing and smartphones glued to their ears.

Back on the streets, one vendor caught our eye. Working with a coal-fueled, flat cooking surface, she laid out a piece of paper-thin dough and liberal amounts of oil.

She added Cantonese peppers, cilantro, scallions and a sauce that, due to the language barrier, would remain a mystery. “It starts almost like a crepe,” Mallon said, taking a bite. “It’s a little bit like a pizza. It’s flaky and crunchy.

I could eat these all day.”

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Shanghai is a city of contrasts where modern capitalism thrives alongside centuries-old traditions.

We wandered on through narrow, junky alleys as a myriad of voices and the cries of babies floated through thin walls. Catching glimpses of laundry, rusty bicycles, old ladies surprised at seeing Westerners in their alley, and citizens in their homes going about their day-to-day rituals, this was, for us, the real China.

WOWING THE CROWD Good pizza starts with good ingredients, so a trip to the local Metro supermarket was in order. The Metro is a lot like a Costco or Walmart, with one glaring difference: the seafood section. Live fish swim about in large vats of water. Customers scoop the fish into their shopping carts with a net. Adjoining containers feature live bullfrogs, eels, crabs and turtles ready for consumption. It looks less like a supermarket than a zoo exhibit.

“Being a member of the U.S. Pizza Team has given me opportunities to travel all over the United States as well as the world, literally. I would have never been able to say I went to China or Italy if I had not joined this team.”

— M I C H A E L L A M A RC A , MASTER PIZZA 70

With ingredients in hand and prep finished, the USPT members were ready for competition the next day. Organized by PMQ China editor Yvonne Liu, the Chinese Pizza Championship has grown from a humble contest at a single booth into a massive presentation on a rock star-sized stage complete with giant video screen. It draws large crowds who wait in line with tickets to get a slice of competition pizzas.

Even many of the Chinese competitors look at the Americans with awe and wonder. In China, pizza isn’t really considered an Italian food; it’s viewed as an American dish, and for them, seeing top U.S. pizza makers in action is a rare treat. “There are a thousand people taking pictures of everything you do,” LaMarca recalls. “It used to get me nervous and anxious. I try to block it out and focus on the pizza I’m making.”

Mallon went first, wowing the crowd with a pie featuring caramelized onion cream, roasted pork belly, shiitake mushroom teriyaki sauce, local Cantonese peppers and arugula. “The people of Shanghai seemed to be really into us, really accepting of us,” he says. “They liked our pies.” Samosky, navigating uncharted waters, made the one high-quality pizza he knew he could execute flawlessly: the Spinachi, topped with sausage, spinach, feta and Asiago cheeses, sunflower seeds and cranberries. The pizza itself became a celebrity on the spot, as a full circle of onlookers with smartphones surrounded it to get pictures.

Sommers created a pie featuring chicken mushrooms sourced in Shanghai, port wine cream sauce, roasted red and yellow peppers, and fresh mozzarella. He’d tied for third in last year’s competition but ran into a roadblock on his return visit. “I didn’t reduce my cream sauce enough,”

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“Some of the flavors and ingredients are really out there, and you’re, like, ‘Why would you put that on there?’ And then you taste it, and it’s, like, ‘Wow! This is crazy good!”

— M I C H A E L L A M A RC A , M A S T E R P I Z Z A

he says. “The bottom bake was good, but it came out a little gooey on top.” LaMarca, meanwhile, baked up a “Figetaboutit” pizza, which has done well in other competitions. The sweet and savory flavors came from figs, honey-cured bacon, mozzarella, prosciutto di Parma, arugula and balsamic pearls.

THE NEXT STAGE IN PIZZA’S EVOLUTION After much number-crunching and double-checking, the final day of competition culminated in an award ceremony. Meng Xin Wen of China won the grand prize, while Japan’s 2015 Freestyle Acrobatic World Champion Takumi Tachikawa added a culinary medal to his resume by taking second place. From the American contingent, it was Samosky who took a medal back to the U.S. with a third-place finish. “The pizzas that took first and second were really, really good,” he says. “The scores were only a couple of points apart. I’m really, really happy.”

LaMarca views the competition as a course in international pizza. “The people are from very different regions of the planet than we’re used to competing against,” he says. “So some of the flavors and ingredients are really out there, and you’re, like, ‘Why would you put that on there?’ And then you taste it, and it’s, like, ‘Wow! This is crazy good!’ It’s flavors and techniques they’re used to, mixed with pizza techniques we’re used to, and it’s a nice combination. It takes this industry to a new level.

It’s awesome. Hopefully, I can bring what I learned here back to America. And, hopefully, they can see what we’re doing in America and build it up here.”

Slightly overshadowing the competition was the U.S. presidential election, which took place during the event.

The Chinese media had been covering the campaign for months. A palpable buzz spread through the crowd as the likely winner became clear. Amongst ourselves, there was speculation as to what the future holds for America and the rest of the world. But despite the uncertainty of geopolitics, one thing became clear to me: The next stage of pizza’s evolution will take place in China. Just as Americans took an Italian dish and made it uniquely our own, the Chinese will now take it to new heights of experimentation. The future of pizza in China is as bright as the Pudong skyline at night.

T

C

Daniel Lee Perea is PMQ’s senior media producer.

According to USPT member Mike LaMarca, the local cuisine was one of the best parts of traveling to China.

Long-time U.S. Pizza Team member Jason Samosky placed a respectable third in the Chinese Pizza Championship.

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THRILL OF

COMPETITION Mid-America Restaurant Expo January 29 & 30, 2016 • Greater Columbus Convention Center • Columbus, Ohio

Compete

Pie-Making Demos

JANUARY 30

JANUARY 30

Show off your ninja pizza skills in fastest box folding, largest dough stretch and fastest pizza maker.

An interactive demonstration with U.S. Pizza Team premier members includes Q&A about international and regional competitions and a demo of award-winning pies and techniques.

Freestyle Acrobatic Demo JANUARY 30

Watch and try your hand at the skills used in acrobatics.

See members in action as they show what it takes to earn top honors.

REGISTER FOR U.S. PIZZA TEAM ATHLETIC EVENTS AT PMQ.COM/MARE

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SILVER SPONSORS

GOLD SPONSORS

or contact Brian Hernandez at brian@pmq.com or 662-234-5481 x129

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PIZZA WITHOUT BORDERS

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

By Missy Assink Bari, Italy The Father of Pizza Art Meets the Governor Known as “the father of pizza art in Italy,” pizzaiolo Marco Fumai leveraged his skills to fulfill his dream of meeting his childhood idol, Arnold Schwarzenegger, in November. “Along with all my creations of pizza art honoring the biggest Italian celebrities, I could not miss out on dedicating one to him,” he says. “Thanks to the help of my brother, Maurizio, we were able to get in touch with Schwarzenegger, who enjoyed the photos of my pizza art so much that he promised a meeting with me and my brother on his next visit to Italy. After months passed, we received an email with an invitation to meet him in Venice, where I had the chance to show him my pizza art in real life. He also told me that his son, Patrick, also owns a chain of pizza stores.”

Fumai currently works in Giotto di Bar and continues to produce celebrity-inspired pies, including one of Jean Claude Van Damme, which the movie star shared on Instagram, receiving more than 50,000 likes.

Guangzhou, China Not-So-Fast-Casual in China Matt Slack, owner of Pizza Factory in Guangzhou, felt certain the fast-casual model would work well in China, and he was right. After just two months in business, his store ranked No. 1 on Dianping, the Chinese version of Yelp. “Every expat complains how bad the pizza is in China, because most shops use domestic ingredients,” Slack says. “We import Italian Caputo flour and cheese from Wisconsin, so we are able to get the same taste that I grew up with in New Jersey.”

As with any foreign market, Slack had to learn a few cultural norms. For starters, fast-casual can’t be too fast in China because customers are in no hurry to leave. “The average table time is about one hour,” he says. “Also, Chinese customers are very value-conscious, which works well with our model. We allow unlimited toppings for no extra charge and, although we recommend no more than four toppings, 90% of pizzas ordered average 10 toppings.” However, t

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The Netherlands Are Electric Bikes the Future of Pizza Delivery?

In the Netherlands, a country that reportedly has more bicycles than people, electric bikes, or e-bikes, are taking delivery to the next level. The growing popularity of delivery services like Foodora and Deliveroo, which employ cyclists to transport food, has increased pressure on restaurants to adopt this environmentally friendly method of transportation.

Until just a few years ago, the delivery business was dominated by scooters or “brom” bikes (as they’re called in Dutch, because of the sound they make). Scooters are faster than traditional bikes, but they’re considered noise nuisances and bike-lane hogs—and it doesn’t help that they emit greenhouse gases.

For food delivery, e-bikes may strike the perfect balance between speed and sustainability, generating goodwill with both customers and fellow cyclists on bike lanes.

A Dutch company called Ebikes4all has been making e-bikes for over 16 years and recently spun off a new company, Ebike4delivery, that offers models designed for commercial delivery. After just two years on the market, these e-bikes have been adopted in 14 different countries and by some of the biggest names in the restaurant industry, including Domino’s, Subway, Burger King and Papa John’s.

Ad Dalhuisen, owner of Ebike4Delivery, says the company is still looking for distributors in America.

American-style customer service makes a big impression on Chinese consumers. “Checking on every table to ensure they enjoy their food is not a common practice in China, but we’re doing it within two minutes of food being served. It’s so simple, but no one does it here.”

In fact, Forbes recently credited the Pizza Factory’s No. 1 status on Dianping to outstanding customer service. Slack says he believes in the rule of reciprocity, where customers will gladly leave a good review if they have had a great experience. “We’re constantly looking for ways to exceed expectations, like giving out free cookies or other small freebies. At the end of the meal, if we felt they enjoyed themselves, we just ask for a small favor in return: ‘If you had a good time tonight, please leave some positive comments on Dianping.’ They’re usually happy to do so, and that has been the secret to Pizza Factory beating out more than 4,000 other restaurants, including industry titans like Pizza Hut, in less than two months after opening,” Slack notes.

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SMARTMARKET ITALFORNI

SPONSORED CONTENT

Italforni USA: The Best Finish You Could Imagine Italforni offers the only fan-less conveyor oven that cooks directly on stone for a high-quality brick-oven bake.

I

t’s a simple question that is often asked by folks outside of the industry: “Why does the local pizzeria’s pizza taste better than the stuff I make at home?”

Answer: It’s likely because their oven is hotter than yours.

A hotter oven leads to superior oven-spring, the early phase of baking during which air and vapor bubbles inside dough rapidly expand, causing the dough to become airy and full of holes. A hot oven also creates a better contrast between crisp, lightly charred exterior and soft, cloud-like interior.

Therefore, so many pizzaiolos choose an oven capable of cooking at very high temperatures.

Italforni USA now offers you a genuine line of great Italian-made ovens here in the U.S., combining the quality and performance of Italian ovens with the customer service expectations of the U.S. market. “The Italforni pizza oven gives our customers a high-quality, consistent pizza time and time again,” says Greg McDonald, owner of Common Market Restaurant Group.

The Result is Happiness Perfect crust. No more dried pizza. Cut your cooking time in half and automate. “The Italforni pizza oven allows my cooks to do other things in the kitchen while their pizza is cooking on the conveyor,” says Valciron Texeira, chef at Common Market Restaurant Group.

Time and time again, the TS Series Stone Conveyor ovens make it possible to achieve results like that of an authentic

Italian stone-deck oven in a conveyor oven! This is the only fan-less conveyor tunnel oven that cooks directly on stone.

The simple steps of using Italforni pizza ovens help even not-so-experienced pizza makers look experienced. “We are in a generation where craft beer and higher quality food is being demanded by our customers,” says Dane Robertson, general manager at Round Table Pizza in Kailua, Hawaii.

“This oven achieves a quality brick-oven bake that can coexist with an automated consistent conveyor belt. The result is happiness.”

Whether you cook pizza, focaccia, Arab bread, tortillas, piadina, bruschetta, crostini, chicken wings, meat, and more, this pizza oven can work for just about everyone!

“The Italforni pizza oven gives our customers a highquality, consistent pizza time and time again.”

— G R E G M C D O N A L D, O W N E R , COMMON MARKET R E S TA U R A N T G RO U P 76

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PRODUCT SPOTLIGHT

How to Get Better Pricing

Heat Up the Night

Today’s pizzeria operator is busier than ever, and purchasing supplies is time-consuming, with an endless stream of sales calls, ever-changing prices, rebates, contract pricing offers, and minimum orders. CherryPickPrices.com, a complete organizational platform for your purchasing and food supplier negotiations, will track all of it for you! 678-837-3131, cherrypickprices.com

Infrared Dynamics’ Sunpak infrared patio heater mounts on the ceiling or wall. Remote-controlled and hard-wired models are now available in black or stainless steel. The SUNGLO patio heater is larger, �loor-based, and comes in several colors and styles. All Sunpak and SUNGLO heaters use either natural gas or propane.

888-317-5255, infradyne.com

Keeping It Clean

No More Sloppy Pizzas Delivered pizza can get messy en route to the customer’s house. Solve the problem with the Pizza Seatbelt, invented by Giuseppe Di Fiore, a pizza shop and restaurant owner for more than 30 years. The company guarantees the Pizza Seatbelt will protect and elevate your pizzas, ensuring that your customers get their pizza just the way they want it.

610-841-5666, www.pizzaseatbelt.com

Boost Cash Flow With an ATM Express ATM is a primer payments company providing ATMs and merchant services to customers across the country. Adding an ATM to your pizzeria can increase cash �low and cut down on your monthly merchant services fee.

Express ATM provides mobile access for real-time balance and income statistics.

All machines are EMV-compliant.

877-385-5228, expressatm.com

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Zep’s Assure Sanitation Program offers focused sanitation solutions and superior service to the pizza industry. For a limited time, pizzeria owners can take advantage of a product bundle to keep their equipment in pristine condition, including the FS Bakery Pan Cleaner, the Provisions No Rinse Sanitizer, Provisions Pot & Pan Plus and a Mixing Station.

877-428-9937, zep.com

Orders And Payments In One App Capitalize on the growing number of mobile orders before your competition does with iMenu To Go, offering one �lat monthly fee, unlimited orders, direct deposit, customer loyalty programs, deals and coupons, and no contract. Their mobile apps instantly let customers get directions, place an order, �ind discounts and promotions, and save their order history.

(718) 676-7554, iMenuToGo.com

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January/February 2017 pmq.com

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MID-AMERICA

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Television host and restaurateur Richard Blais will keynote the inaugural Mid-America Restaurant Expo.

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THE PIZZA EXCHANGE BULLETIN BOARD

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

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ADVERTISER INDEX JANUARY/FEBRUARY 2017 Advertiser

Phone Website

Page

AB Mauri . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 800-772-3971 . . . . . . . . abmna.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 11 AM Manufacturing . . . . . . . . . . . . . . . . . . . . . . . . . . 219-472-7272 . . . . . . . . . ammfg.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 71 Ardent Mills . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 888-685-2534 . . . . . . . . ardentmills.com/highgluten . . . . . . . . . . . . . . . . . . . . . . . . 21 Bellissimo . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 800-813-2974 . . . . . . . . bellissimofoods.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 13 CherryPickPrices.com . . . . . . . . . . . . . . . . . . . . . . . 678-837-3131 . . . . . . . . cherrypickprices.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 71 Devanco . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 847-228-7070 . . . . . . . . . devancofoods.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 23 DoughMate . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 800-501-2458 . . . . . . . . doughmate.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 81 Edge Ovens . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 888-480-EDGE . . . . . . . edgeovens.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 27 Escalon . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . escalon.net . . . . . . . . . . . . . . . . . . . . . . . . Inside Back Cover Fontanini . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 800-331-MEAT . . . . . . . . fontanini.com . . . . . . . . . . . . . . . . . . . . . . Inside Front Cover Galbani . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 800-206-9945 . . . . . . . . galbanicheese.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 25 Grain Craft . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 423-265-2313 . . . . . . . . graincraft.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 35 Grande Cheese . . . . . . . . . . . . . . . . . . . . . . . . . . . . 800-8-GRANDE . . . . . . . grandecheese.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3 Harbortouch POS . . . . . . . . . . . . . . . . . . . . . . . . . . 866-286-8744 . . . . . . . . iharbortouch.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 19 HTH . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 800-321-1850 . . . . . . . . hthsigns.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 81 Italforni . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 424-364-0075 . . . . . . . . italforniUSA.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 77 La Nova . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 716-881-3366 . . . . . . . . lanova.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Back Cover Liguria . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 515-332-4121 . . . . . . . . liguriafoods.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 37 Lloyd Pans . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 800-748-6251 . . . . . . . . lloydpans.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 79 MailShark . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 800-457-4275 . . . . . . . . themailshark.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 82 Marsal & Sons . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 631-226-6688 . . . . . . . . marsalsons.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 49 MicroMatic . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 866-327-4159 . . . . . . . . micromatic.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 61 Microworks . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 800-787-2068 . . . . . . . . microworks.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9 Middleby Marshall . . . . . . . . . . . . . . . . . . . . . . . . . . 877-34-OVENS . . . . . . . wowoven.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7 Mid-America Restaurant Show . . . . . . . . . . . . . . 877-265-7469 . . . . . . . . . ohiorestaurant.org . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 80 PDQ POS . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 877-968-6430 . . . . . . . . pdqpos.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 53 Peerless Ovens . . . . . . . . . . . . . . . . . . . . . . . . . . . . 800-548-4514 . . . . . . . . peerlessovens.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 79 Pierce Chicken . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . poultry.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 29 Pizza Butler . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 718 894 1212 . . . . . . . . thepizzabutler.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 81 PizzaOvens.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . 877-367-6836 . . . . . . . . pizzaovens.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 63 Pizza Seatbelt . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 610-841-5666 . . . . . . . . oomadeeasy.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 39 Pizza Solutions . . . . . . . . . . . . . . . . . . . . . . . . . . . . 855-289-6836 . . . . . . . . pizzasolutions.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 47 PizzeriaMagnets.com . . . . . . . . . . . . . . . . . . . . . . . 888-870-7172 . . . . . . . . pizzeriamagnets.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 82 POS Express . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . posexpress.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 55 Precision . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 877-R-MIXERS . . . . . . . . pizzamixers.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 55 Restaurant Depot . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . restaurantdepot.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 67 Smart Flour Foods . . . . . . . . . . . . . . . . . . . . . . . . . . 888-660-6564 . . . . . . . . smartflourfoods.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 61 Somerset Industries . . . . . . . . . . . . . . . . . . . . . . . . 978-667-3355 . . . . . . . . smrset.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 55 Stanislaus . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 800-327-7201 . . . . . . . . stanislaus.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4, 5 Tyson Foodservice . . . . . . . . . . . . . . . . . . . . . . . . . . 479-290-4000 . . . . . . . . tyson.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 14, 15 Univex . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 800-258-6358 . . . . . . . . univexcorp.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 41 WestRock . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . westrock.com/pizza . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 17 XLT Ovens . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 888-443-2751 . . . . . . . . xltovens.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 42, 43

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 ADVERTISING

BAKING SCHOOLS

CHEESE

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

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

BEVERAGES ON TAP

BREAD SPECIALIZING IN HEARTH BAKED ITALIAN BREADS, HOAGIES, BUNS & ROLLS SINCE 1911.

CELLONES.COM • 800.334.8438

Contact - Mark Wutz • MWutz@cellones.com

CHEESE

Authentic Flavor for Modern Menus

CALL (800) 824-3373 OR VISIT SAPUTOUSAFOODSERVICE.COM

Call 816-801-6792 to place your order.

www.dfamilk.com

Mozzarella I Provolone I Blue Cheese I Gorgonzola I Asiago I Romano

CANDY/MINTS

Easy Way to Drive Traffic hospitalitymints.com

800 334 5181

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• 61% of consumers say they would visit restaurants with mints more frequently • Customized with your Logo

PMQ Pizza Magazine The Pizza Industry’s Business Monthly

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THE PIZZA EXCHANGE PIZZA INDUSTRY RESOURCE GUIDE CHEESE SHAKERS

COMPUTER SYSTEMS: POINT OF SALE

CHEESE SHAKER LIDS

CHICKEN

www.posexpress.com

Providing POS paper and supplies to Micros customers for over five years COMPUTER SYSTEMS: POINT OF SALE

1-888-400-9185 speedlinesolutions.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

877-968-6430 PDQpos.com

CONSULTING

Pizza Technology that Delivers.

www.granburyrs.com

800.750.3947 January/February 2017 pmq.com

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THE PIZZA EXCHANGE PIZZA INDUSTRY RESOURCE GUIDE DOUGH

CUTTING BOARDS - EQUAL SLICE

PMQ

Ofer

395 Foods Price $2DeIorio

@DeIorios

blog.DeIorios.com

DeIorios.com

DESSERTS

DELICIOUS MADE-TO-ORDER BREAD AND PIZZA DOUGH LOVE YOUR CUSTOMERS; BRING THE AUTHENTIC TASTE OF ITALY TO YOUR RESTAURANT 1 844 GELARTO

INQUIRIES@GELARTO.COM

Old World Tradition with New World Convenience.

www.mamalarosafoods.com

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

WWW.GELARTO.COM

IF YOU WANT IT, WE WILL GET IT TO YOU! DISTRIBUTER INQUIRIES WELCOME.

Be Inspired. Be Creative. Be Original.

Red, White, and Blue Pizza with Nutella®

Fried Pizza Dough with Nutella®

DOUGH DIVIDERS/ROUNDERS

Breakfast Pizza with Nutella®

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

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

1-844-52-PASMO

More Loyal Customers.Financing Customers.Financing available

isales@pasmousa.com www.pasmousa.com

Now Offering Gelato & Tiramisu Cups

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

Make it count

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DOUGH PRESSES, ROLLERS

800.835.0606 ext. 205 | www.doughxpress.com

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

www.pizzatv.com

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THE PIZZA EXCHANGE PIZZA INDUSTRY RESOURCE GUIDE DOUGH PRESSES, ROLLERS

FLOUR

Exceptional pizza starts with exceptional flour.

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

DOUGH TRAYS/PROOFING TRAYS

www.kamut.com Kamut® is a trademark of Kamut International ltd.

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

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

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

WWW.DOUGHTRAYS.COM

FOOD DISTRIBUTORS • Dough Trays – extremely durable and airtight!

Outlasts All Other Dough Trays • Dough Tray Covers – designed to fit!

• Plastic Dough Knives – two ergonomic designs!

• Dough Tray Dollies – heavy duty!

Excellence in Customer service since 1955!

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

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

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

FLOUR, GLUTEN-FREE Scan for Demo

“Consistently Delicious!”

FOODSERVICE, PRIVATE LABEL AND RETAIL PRODUCTS

Premium Flours Make Gluten-Free Tasty & Easy!

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

847-228-7070 • Elk Grove Village, IL • www.devancofoods.com

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 January/February 2017 pmq.com

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THE PIZZA EXCHANGE PIZZA INDUSTRY RESOURCE GUIDE FOOD DISTRIBUTORS

FRYERS BE THE

KING OF

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

FRANCHISING

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

FURNITURE/FIXTURES

Heat your Restaurant with SUNPAK® Outdoor Patio Heaters Wall or ceiling mounted, nothing on the floor Natural Gas or Propane Models Made in the U.S.A.

www.infradyne.com

888.317.5255

MACHINERY/EQUIPMENT

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THE PIZZA EXCHANGE PIZZA INDUSTRY RESOURCE GUIDE GIFT CARDS

MACHINERY/EQUIPMENT MIDDLEBY MARSHALL

OVENS MIXERS

RANDELL

PREP TABLES

AMERICAN RANGE

WALK-INS

SOMERSET

PARTS SMALLWARES

1-800-426-0323

www.northernpizza.com

IMPERIAL

MAGNETS

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

E

&

D E L I C I O U S ™ WHOLES

OME & DELICIOUS

™

Scan for Demo

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

MARKETING IDEAS

PIZZAROOMKEYS.COM • 866-912-3539 INSURANCE

PIZZAPRO .............................................................Low cost pizza delivery insurance program Contact Julie Evans (717) 214-7616..............................................................www.pizzapro.amwins.com January/February 2017 pmq.com

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THE PIZZA EXCHANGE PIZZA INDUSTRY RESOURCE GUIDE MARKETING IDEAS

MIXERS

The Original Variable Speed Mixer

Varimixer Strong as a Bear.

800-222-1138

www.varimixer.com

MANAGEMENT

V6OP

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

keep more of your hard earned dough!

3 money saving programs:

sCheduLing • aTTendanCe • daiLy Log

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

save time and increase profits!

www.timeforge.com 866.684.7191

MEAT TOPPINGS MOISTURE-ABSORBENT TOPPINGS CONDITIONER/SUPPLIES

OLIVES THE WORLD`S LARGEST OLIVE AND OLIVE OIL PRODUCER

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.

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.

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!

ON HOLD MARKETING

Holdsbowl! art 80-qundles a Ha . bag 50 lb our! of fl

www.pizzamixers.com • 1-877-R-MIXERS

Heavy Duty MIXeRS RS

2-Year Warranty

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

ONLINE ORDERING

1000+ Restaurants Extensively Developed Fast. Secure. Easy.

Globe Food Equipment Co. | www.globefoodequip.com

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

90

$99 Monthly 0% Commission Go Mobile Today!

imenutogo.com

718 676 7554

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THE PIZZA EXCHANGE PIZZA INDUSTRY RESOURCE GUIDE ONLINE ORDERING

PIZZA BOX LINERS

PIZZA DELIVERY THERMAL BAGS

PIZZA BOXES

JUST BUCKLE YOUR CAR’S SEATBELT TO INSTALL!

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*

Rectangular Flat Bread Boxes Available

Pizza Seatbelt “The Pizza Seatbelt keeps the pizza(s) straight and the pizza and its toppings from sliding all over the place! I highly recommend the Pizza Seatbelt.”

pizza boxes stack on level surface!

— Joe Castle (Deliveryman for 20 years) SEE OUR VIDEO ON OUR WEBSITE

•

CURRENT DISCOUNTS AVAILABLE , CALL TODAY !

pizzaseatbelt.com • 610-703-8744 888.400.3455 ext.107 | wpackaging.net 2001 East Cooley Drive, Colton, CA 92324

PIZZA BOX LINERS

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

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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

JAN/FEB SPECIALS

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THE PIZZA EXCHANGE PIZZA INDUSTRY RESOURCE GUIDE PIZZA LOYALTY PROGRAMS

PIZZA OVENS

PIZZA OVENS

WOOD FIRED OVENS marraforni.com info@marraforni.com 888.239.0575

TRADITIONAL, FAST CASUAL, ARTISAN...

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

Stone Deck, Pizza Dome, and Bakery

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

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

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

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

January/February 2017 pmq.com

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THE PIZZA EXCHANGE PIZZA INDUSTRY RESOURCE GUIDE PIZZA PANS

PIZZA PEELS

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. BAKEWARE SPECIALISTS

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

PIZZA SUPPLIES

• Pizza Preparation and Delivery Products •

Introducing

THE

PIZZA BUTLER!

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

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

National Marketing, Inc.

www.nminc.com 800-994-4664

734-266-2222

Fax: 734-266-2121

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

PIZZA PEELS

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

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THE PIZZA EXCHANGE PIZZA INDUSTRY RESOURCE GUIDE PRINTING

DESIGN • PRINT • MAIL

888-915-8369

www.GetMailShark.com No Money Up Front On All Mailings Mail & Pay Weekly!

Menus This coupon is only valid at the Hanover location.

SANDWICHES

Chicken Fingers ....................................................5.50 Served with Apple Sauce, Cookie & Drink Served with Apple Sauce, Cookie & Drink

Ham, Roast Beef, Salami, Cheese, Lettuce, Tomatoes, Pickles & Mayo 4138 Hanover Street

(917) 633-2432

Postcards Dine-In • Carry Out • Delivery

KID’S MENU

All sandwiches are prepared hot or cold on fresh Italian bread and made with Provel® Cheese.

Cheese Steak ...............................................................................6.50

Roast Beef .................................................................................... 6.95

Kid’s Hot Dog ........................................................5.50

Roast Beef & Cheese *Au Jus add 0.40

Spaghetti ...............................................................5.50

Salsiccia ....................................................................................... 6.50

Served with Apple Sauce, Cookie & Drink

Italian Sausage Patty, Cheese & Pasta Sauce Meatballs, Cheese & Pasta Sauce

Buy One Large Pizza Get One

DAILY SPECIAL

Crispy Chicken ............................................................................. 6.50 Chicken Filet, Cheese, Lettuce, Tomato & Mayo

Buffalo Chicken ........................................................................... 6.50 Chicken Filet (Dipped in Hot Sauce), Bacon, Cheese & Lettuce

Ham & Cheese.............................................................................. 6.50 Turkey Club .................................................................................. 6.50

free

(Dine in or carryout only)

free

Buy One Medium Pizza Get One (Dine in or carryout only)

Poppa’s PIZZA SHOP 917-633-2432

Turkey, Bacon, Cheese, Lettuce Tomatoes & Mayo 4138 Hanover Street

(917) 633-2432

Italian Salami ............................................................................... 6.50

buffet bunDle

DAILY SPECIALS 8.00

Wings 50¢

1. 8” One Topping Pizza, 1/2 House Salad & a 16oz. Drink 2. Chef Salad, Garlic Cheese Bread & a 16oz. Drink 3. Any Sandwich, 1/2 House Salad & a 16oz. Drink

tHree Pizza Deal

24.99

(Dine in or carryout only)

Offer valid for a limited time at participating locations.

Not valid with any other offers. Tax not included. Limit one coupon per transaction. Limited Time only. Coupon Code: 2

Wing Deal

Large 1 Topping Pizza, and a Large Soda

Chicken Parmesan ...................................................................... 6.50

3 Large $ One Topping Pizzas

Poppa’s PIZZA SHOP 917-633-2432

Offer valid for a limited time at participating locations.

Not valid with any other offers. Tax not included. Limit one coupon per transaction. Limited Time only. Coupon Code: 1

Add Extra Bacon 1.50 • Add Extra Meat 2.00

Italian Salami & Cheese

Crispy Chicken Strips Topped with Our Own Red Sauce, Parmesan & Provel Cheese This coupon is only valid at the Hanover location.

free MeDiuM Pizza

free large Pizza

Meatball ....................................................................................... 6.50 This coupon is only valid at the Hanover location.

Two Buffets $ Two Fountain Drinks

12.99

(Dine in or carryout only)

Poppa’s PIZZA SHOP 917-633-2432 Offer valid for a limited time at participating locations.

Not valid with any other offers. Tax not included. Limit one coupon per transaction. Limited Time only. Coupon Code: 3

Half Price

Drinks in Drive-Thru

1/2 Price

4138 Hanover Street New York, NY 10038

*Roast Beef, add Au Jus 0.40

4. Pasta, 1/2 House Salad & a 16oz. Drink

Poppa’s PIZZA SHOP 917-633-2432

*Spaghetti & Mostaccioli w/ Meat Sauce, All other pastas get Extra Charge.

Chocolate, Strawberry or Vanilla

BEVERAGES

4138 Hanover Street

(917) 633-2432

Beer on Tap

Small (16) ......................... 1.25 Large (32) ......................... 1.75 Soft Drinks

Budweiser & Bud Light Mug. . . . . . . . . . . . . . . . . . . . . . . . 2.25 Fishbowl . . . . . . . . . . . . . . . . . . . . 4.00 Pitcher . . . . . . . . . . . . . . . . . . . . . 7.00

Pepsi, Diet Pepsi, Cherry Pepsi, Sierra Mist, Mountain Dew, Root Beer, Dr. Pepper, Lemonade, Iced Tea

Bottle Beer

Bud, Bud Light, Miller Lite, Coors Light Bottle . . . . . . . . . . . . . . . . . . . . . . 3.00

Bottled Water ................... 1.25 2 Liter Soda ...................... 2.60 4138 Hanover Street

4138 Hanover Street New York, NY 10038

Wine

Pepsi, Diet Pepsi, Cherry Pepsi, Root Beer, Sierra Mist, Mountain Dew, Dr. Pepper, Diet Dr. Pepper

Chardonnay, Merlot, White Zinfandel, Chablis, Lambrusco Glass. . . . . . . . . . . . . . . . . . . . . . . 3.50 1/2 Litre . . . . . . . . . . . . . . . . . . . . 9.95

(917) 633-2432

917-633-2432

Offer valid for a limited time at participating locations.

Not valid with any other offers. Tax not included. Limit one coupon per transaction. Limited Time only. Coupon Code: 5

4138 Hanover Street New York, NY 10038

917-633-2432

Poppa’s PIZZA SHOP 917-633-2432 Offer valid for a limited time at participating locations.

Not valid with any other offers. Tax not included. Limit one coupon per transaction. Limited Time only. Coupon Code:6

Double Deal

Pizza Deal

Any Large Pizza

©2015 Mail Shark® www.themailshark.com 1-888-457-4275

LET US CATER YOUR NEXT EVENT!

DESSERTS New York Style Cheesecake ......................................................... 2.95 Ice Cream..................................................................................... 2.95

This coupon is only valid at the Hanover location.

Poppa’s PIZZA SHOP 917-633-2432

Offer valid for a limited time at participating locations.

Not valid with any other offers. Tax not included. Limit one coupon per transaction. Limited Time only. Coupon Code: 4

5. Wings, 1/2 House Salad & a 16oz. Drink 6. 10” One Topping Pizza & a 32oz. Drink 7. Toasted Ravioli, 1/2 House Salad, 16oz. Drink

$9.99

2 Large Pizzas (Dine in or carryout only)

19.99

$

buffet Deal

Buffet and Drink (Limit Five per COupon)

6.99

$

(Dine in or carryout only)

Poppa’s PIZZA SHOP 917-633-2432

Poppa’s PIZZA SHOP 917-633-2432

Offer valid for a limited time at participating locations.

Not valid with any other offers. Tax not included. Limit one coupon per transaction. Limited Time only. Coupon Code: 7

Offer valid for a limited time at participating locations.

Not valid with any other offers. Tax not included. Limit one coupon per transaction. Limited Time only. Coupon Code: 8

Poppa’s PIZZA SHOP 917-633-2432 Offer valid for a limited time at participating locations.

Not valid with any other offers. Tax not included. Limit one coupon per transaction. Limited Time only. Coupon Code: 9

917-633-2432 www.PoppasPizza.com

Example 3.indd 2

8/18/15 11:28 AM

Original New York Style Pizza Order Online »

2216

4138 Hanover Street

(917) 633-2432 This coupon is only valid at the Hanover location.

www.PoppasPizza.com

Scratch-Off Postcards

Peel-A-Box Postcards

food!* Scratch to win fREEto reveal your prize!

Scratch Below

4138 Hanover Street New York, NY 10038

917-633-2432 Original New York Style Pizza 2216

©2014 Mail Shark® www.themailshark.com 1-888-457-4275

*May not be combined with any other offers. One redemption per household. Must present scratch off to redeem.

Good only at the Poppas located at 17287 Wildhorse Creek Road.

Order Online »

“The Best Pizza in New York!”

Magnets

Folded Magnets

PIZZA BUFFET • SALAD BAR • SANDWICHES

©2014 Mail Shark® www.themailshark.com 1-888-457-4275

5138 Hanover Street New York, NY 10038

917-633-2432 FREE LARGE PIZZA

FREE MEDIUM PIZZA

Buy One Large Pizza

Buy One Medium Pizza

Get One FREE

Get One FREE

(Dine in or carryout only)

(Dine in or carryout only)

917-633-2432

917-633-2432

Offer valid for a limited time at participating locations. Not valid with any other offers. Tax not included. Limit one coupon per transaction.

Limited Time only. Coupon Code: 1

Offer valid for a limited time at participating locations. Not valid with any other offers. Tax not included. Limit one coupon per transaction.

Limited Time only. Coupon Code: 2

THREE PIZZA DEAL

WING DEAL

3 Large One Topping Pizzas $

Wings 50 ¢

24.99

(Dine in or carryout only)

917-633-2432

2816

(Delivery or carryout) 917-633-2432

Offer valid for a limited time at participating locations. Not valid with any other offers. Tax not included. Limit one coupon per transaction.

Limited Time only. Coupon Code: 4

HALF PRICE Drinks in Drive-Thru

5138 Hanover Street New York, NY 10038

BUFFET BUNDLE

2 Buffets & 2 Fountain Drinks $

917-633-2432

Offer valid for a limited time at participating locations. Not valid with any other offers. Tax not included. Limit one coupon per transaction.

Limited Time only. Coupon Code: 3

1/2 PRICE

12.99

917-633-2432

917-633-2432

Offer valid for a limited time at participating locations. Not valid with any other offers. Tax not included. Limit one coupon per transaction.

Limited Time only. Coupon Code: 5

Offer valid for a limited time at participating locations. Not valid with any other offers. Tax not included. Limit one coupon per transaction.

Limited Time only. Coupon Code: 6

PIZZA DEAL

DOUBLE DEAL

Any Large Pizza $

2 Large Pizzas $

(Dine in or carryout only)

(Delivery or carryout)

19.99

9.99

917-633-2432

917-633-2432

Offer valid for a limited time at participating locations. Not valid with any other offers. Tax not included. Limit one coupon per transaction.

Limited Time only. Coupon Code: 7

Offer valid for a limited time at participating locations. Not valid with any other offers. Tax not included. Limit one coupon per transaction.

Limited Time only. Coupon Code: 8

Birthday Mailers

New Movers

Happy Birthday, John!

Celebrate Your Special Day with a FREE Entrée!

See Reverse Side For Your Special Offer.

1142 Victoria Court Fort Kent, ME 04743

FAMIGLIA

207-398-1269

Pizza

www.famigliapizza.com

Your Favorite Neighborhood Italian Cuisine!

Door Hangers

Box Toppers Gourmet Pizzas 9” Small 4-Cut 8.99

12” Medium 8-Cut 12.99

14” Large 10-Cut 15.99

Deluxe

Pepperoni, mushrooms, green peppers, onions, italian sausage and cheese on our traditional pizza sauce.

Meat SupreMe

Pepperoni, tender ham, fresh bacon, savory italian sausage, beef and our pizza cheese blend on our traditional pizza sauce.

®

SPECIALS

LUNCH

From Our Den to Your Den

6 PErSonAL PAn PizzA $ 49 7 SAndWiCH $ 49 8 8 WinGS $ 49

(626) 918-2892 1251 Hacienda Blvd • La Puente

ALL dEALS inCLUdE FriES or SALAd & FoUnTAin drinK

Veggie

Punxsutawney 814-618-5653

Mushrooms, crisp green peppers, fresh black olives, onions with pizza cheese blend on our traditional pizza sauce.

207 N. Hampton Ave

Hawaiian

Sweet pineapple, tender baked ham, our traditional pizza sauce and a generous portion of our pizza cheese blend.

OrdEr ONLiNE

www.FoxsPizzaPunxsy.com

Bacon DouBle cHeeSeBurger

dinE in or CArrYoUT

MonDaY-FRIDaY | 10 aM - 2 pM

Add 5 Breadsticks And A 2-Liter To Any order

$5.00 CodE: CL

One coupon per order. Prices and participation may vary.

Discount not applicable to tax, tip or delivery charge.

Cannot be combined with other offers or promotions.

Expires 12-3-16. Cash value 1/20¢.© 2016 Pizza Hut, LLC

MIX & MATCH 2 or More Medium Pizzas Any Toppings

$7.99 EACH CodE: Mo

liMited tiMe offer Must buy two to get the $7.99 each price. Not valid with limited time offers or other discounts. One coupon per order. Prices, participation and minimum purchase requirements for deliver may apply.

Cash value 1/20¢. © 2016 Pizza Hut, LLC

©2016 Mail Shark®

7722

Pizza Hut Socal DH B 08 16.indd 2

HAPPY HOUR

3-6PM & 9-11PM MondAY-FridAY 50% OFF APPETIZERS 75¢ WINGS $2.00 OFF PITCHERS $1.00 OFF PINTS

BreaD StickS

Home of the Big Daddy Pizza Special

Beer

Large 3-Topping Pizza

$11.99

PIZZA & WINGS

®

Please Mention coupon when ordering. Valid for limited time only.

From Our Den to Your Den

Large 1-Topping Pizza and 8 wings

$16.99

CodE: KY

®

Please Mention coupon when ordering. Valid for limited time only.

From Our Den to Your Den

Must be 21 or older. drink responsibly. beer, wine and cocktail selections May vary. see server for details.

Pizza Hut Socal DH B 08 16.indd 1

8/18/16 8:21 AM

Pizza & Sticks

Extra Large (12-Cut) 2-Topping Pizza & Order Of Breadsticks

$16.99

®

Please Mention coupon when ordering. Valid for limited time only.

From Our Den to Your Den

Double Deal

Two Medium (8-Cut) Pizzas W/1 Topping Each

$16.99

8/18/16 8:21 AM

4.99

16 Oven-Baked, Brushed With Our White Garlic Sauce And Sprinkled With Our Shaker Cheese Blend. Served With A Side Of Our Marinara Sauce.

SSaLaDS

One coupon per order. Dine in only. Prices and participation may vary. Cash value 1/20¢.© 2016 Pizza Hut, LLC

liMited tiMe offer One coupon per order. Additional charge for Stuffed Crust and extra toppings. Prices, participation and minimum purchase requirements for delivery may apply.

Cash value 1/20¢.© 2016 Pizza Hut, LLC

BarBecue cHicken

Grilled chicken, green peppers, onions, topped with cheddar cheese on a BBQ sauce base.

cHicken rancHer

Grilled chicken, ripe tomatoes topped with generous portions of pizza and cheddar cheese on a creamy ranch sauce.

Steak rancHer

Steak, ranch dressing, sweet peppers, onions, mushrooms and cheese.

Grilled chicken, creamy ranch dressing, topped with pizza and cheddar cheese on a buffalo sauce base.

Bread Sides

RestauRant & spoRts baR • Watch All Your Favorite Sports • Monday-Friday Happy Hour • Book Your Parties With US 3-6PM & 9-11PM • Arcade Games • Extended Menu

liMited tiMe offer. Must be 21 or older. drink responsibly. beer, wine and cocktail selection May vary. see server for details.

16” Champ Big Daddy 16-Cut 21-Cut 19.99 24.99

Zesty taco meat, crumbled nacho chips, cheddar cheese on our award winning pizza sauce, topped with fresh lettuce, ripe tomatoes after baking, served with taco sauce.

Buffalo cHicken

Fresh bacon, meaty beef loaded with our special pizza cheese blend and cheddar cheese on our traditional pizza sauce.

Pizza hut

oFFEr noT AVAiLABLE onLinE. AddiTionAL CHArGE For EXTrA CHEESE And EXTrA ToPPinGS. Pepsi substitutions may occur. Product availability, combinability of discounts and specials, prices, participation, delivery areas and charges, and minimum purchase requirements for delivery may vary. PEPSi and the pepsi Globe are registered trademarks of PepsiCo, inc. The Pizza Hut name, logos and related marks are trademarks of Pizza Hut, LLC. © 2016 Pizza Hut, LLC. dBPBTF3104 CP1190472-6/16

16” X-Large 12-Cut 18.99

taco

©2016 Mail Shark®

Foxs Pizza Punxsy 2SBT 02 16.indd 1

Fox’s 3-Course Meal Order Of Breadsticks, Large 1-Topping Pizza, & Cookie Or Brownie Pizza

cHeeSY BreaDStickS

5.99

16 Oven-Baked With Our White Garlic Sauce, Topped With Our 3 Cheese Blend And Sprinkled With Our Special Shaker Cheese Blend.

Served With A Side Of Marinara Sauce.

Munchi-Tizers Mozzarella StickS (6) 4.99 zuccHini SliceS (8oz) 4.99 weDge frieS (8oz) 2.49 Macaroni 4.99 & cHeeSe BiteS (8)

onion ringS (8oz) 4.99 Jalapeno popperS (6) 4.99 Bacon cHeDDar frieS 4.99 4 cHicken tenDerS 6.99

Served with Fries

Wings oVen roaSteD wingS 6.99 8 BreaDeD or traDitional: Plump, Juicy And Baked With Oven roasted Flavor.

cHooSe Your flaVor:

BoneleSS cHicken

6.99

Half Pound of our Lightly Breaded With Savory Herbs, Made With 100% Whole White Breast Meat. Customize With Your Choice Of Sauce.

Mild, Hot, Bbq, Garlic Parmesan & Sweet And Spicy.

$19.99

®

Please Mention coupon when ordering. Valid for limited time only.

From Our Den to Your Den

8417

3/2/16 10:09 AM

Foxs Pizza Punxsy 2SBT 02 16.indd 2

3/2/16 10:09 AM

www.GetMailShark.com January/February 2017 pmq.com

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THE PIZZA EXCHANGE PIZZA INDUSTRY RESOURCE GUIDE PRINTING

REFRIGERATION

SAUCE

PRIVATE LABELING

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

with a real passion for fresh-packed product

njfco.com | 800.291.3862

SPECIALTY TOPPINGS MAKE YOUR PIZZA

STAND OUT WITH

DUCK BACON! For more information call 800-348-2812 or visit www.mapleleaffarms.com

SPICE FORMULATION, BLENDING & PACKAGING

see more at

www.marsalsons.com

(631) 226-6688

pmq.com/Recipe-Bank/

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THE PIZZA EXCHANGE PIZZA INDUSTRY RESOURCE GUIDE SUPER DOUGH BOWLS

WINGS

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

Replace your dented ones TODAY !

MADE IN THE USA Manufacturer’s Direct Pricing Free Sample Available - $15 del/hand REBATED on first order. email us at: bhausen@aol.com

Call Sid

516-546-7744 TELEPHONE EQUIPMENT/SUPPLIES/SERVICE

YEAST

Specializing in voice and data communications service, repair, installation, sequencers and on-hold messaging.

GUARANTEED LOWEST INDUSTRY PRICE!

www.fidelitycom.com.........................800-683-5600

TOMATO PRODUCTS

Are you a pizza-making genius?

PROVE IT!

TOPPINGS

LIGURIA

The Pizzaiolo’s Pepperoni www.pizzatv.com

Share your best recipes with PMQ - and the entire pizza-loving world in the Recipe Bank.

• Pizzas • Appetizers • Entrees

• Wings • Flatbreads • Salads

• Desserts • and More!

Submit your recipes TODAY at PMQ.com/recipebank!

January/February 2017 pmq.com

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PIZZA HALL OF FAME www.pizzahalloffame.com

(Clockwise from left) A local daredevil performs a stunt in front of the pizzeria; founders Joe and Pat kicked off their successful pizza dynasty in 1960; Ciro tosses dough; the pizzeria’s trucks (left) have been installed with ovens for decades, keeping pies hot and fresh during delivery.

Joe & Pat’s Pizzeria & Restaurant This old-school Staten Island stalwart has cemented its legacy, spawned numerous offshoots—and now has plans to take on Manhattan. By Tracy Morin

I

C

M

Y

CM

n 1958, brothers Giuseppe (“Joe”) and Pasquale (“Pat”) Pappalardo arrived Stateside from Naples, Italy, and immediately found their first U.S. jobs at a pizzeria in Staten Island, New York. By 1960, they bought the business and kicked off their own concept, Joe & Pat’s— which became a true family affair when, over the next two years, their mother, father and seven brothers and sisters arrived. The menu, highlighted by thin-crust pizza, was minimal but soon expanded, thanks to their mom’s beloved traditional recipes from home.

“They put everyone to work—the whole family, nine brothers and sisters all together,” says co-owner Casey Pappalardo, laughing.

Pat left the business in 1974 to try his hand at the real estate game (his office remains right across the

street from Joe & Pat’s), so the main pizza patriarchs became brothers Joe, Jerry and Ciro, Casey’s father. When Joe retired, Casey officially entered the enterprise after growing up in the pizzeria and acquiring a business degree. But the family also branched out: Ciro opened his own pizzeria in Staten Island in the late ‘90s; Joe’s family planted a pizzeria in Manhattan; and Jerry’s son started a couple more S.I. locations—all using the same legendary Joe & Pat’s recipe under different business names. “In our very close Italian family, we always spit ideas at each other, ask for advice, or pick up what works from each other,” Casey says. “People come to Joe & Pat’s from all over, or if they move away, it’s their first stop when they visit.”

The pizzeria stays mostly under the radar of technology—still taking

orders on pen and paper, sans POS, though a website is in the works.

But Joe & Pat’s has also scored its share of innovations: Decades ago, the family started delivering food to customers across half of the island in trucks equipped with their own ovens, a tradition that continues today. Now, the pizzeria is looking to take on Manhattan with a second location in 2017, one that’s sure to be lauded by locals, since it has made “best of NYC” lists everywhere from CBS to Serious Eats. “There’s always recognition for our pizza—everyone knows our name here—but there’s such a sense of family in the place, with so many regulars who came in as kids and now bring their kids and grandkids,” Casey marvels. “That sense of family and longevity means a lot. It’s really special.”

MY

CY

CMY

K

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

PMQ Pizza Magazine The Pizza Industry’s Business Monthly

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ESC_PizzaExpo2017_PMQSnglPg_Pass+Bug_KL.pdf

1

12/12/16

3:55 PM

··· BOOTH

9 76 ···

#

and Visit us at Pizza Expo ference dif experience the Escalon for yourself.

I ’’s not just pizza.

It

I ’’s your passion.

It

C

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CM

MY

CY

CMY

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Every pizza you make has a secret ingredient—your passion for making it better. It’s why you insist on the best ingredients. And why we work tirelessly to ensure our tomato products deliver consistently fresh taste. With no additives or preservatives, our gentle process protects the tomato’s true goodness. Taste for yourself.

Visit escalon.net for a free sample.

Fresh-Packed California Tomatoes

©2017 Escalon Premier Brands

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