PMQ Pizza Magazine April 2017

THE WORLD'S AUTHORITY ON PIZZA | PMQ.COM

Free Spirits The mojo’s always risin’ at New York’s quirky Two Boots, where the Big Easy meets the Big Apple PAGE 32

PLUS: How to stage a pizzeria pop-up PAGE 40

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Fixed pricing boosts sales at Toppers Pizza

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We are the dough makers and sauce tasters. We are oven starters and cheese graters.

We start early to make the best possible products each and every day. We know pizza.

We source only the finest ingredients, providing the best tastes and flavors of Italy.

From the Mozzarella cheese to premium High Gluten Flour. We have you covered. www. BellissimoFoods.com

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PMQ PIZZA MAGAZINE | April 2017 | Volume 21, Issue 3

THE WORLD'S AUTHORITY ON PIZZA | PMQ.COM

Free Spirits The mojo’s always risin’ at New York’s quirky Two Boots, where the Big Easy meets the Big Apple PAGE 32

PLUS: How to stage a pizzeria pop-up PAGE 40 The Pizza Industry’s Business Monthly | PMQ.com

Fixed pricing boosts sales at Toppers Pizza PAGE 54

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ONLINE AT PMQ.COM

FIND US!

Now On Recipe Video: Jalapeño, Roasted Corn & Pancetta Pizza Fire up the wood-burning oven and sharpen your slicing knife—we’ve got an easy-to-make recipe for a white pizza that you’re going to love. Provided

by Jay Langfelder of the O.G. Wood Fire Truck in Buffalo, New York, it features jalapenos, roasted corn, pancetta and strips of fior di latte. If you’re looking for that perfect balance of sweet heat and salty goodness, this may be the wood-fired white pizza for you. And the video will take only about a minute of your time. Give it a try, and let us know how it turns out for you!

Exclusively On PMQ.com How to Double Your Instagram Following in Six Months U.S. Restaurant Numbers On the Decline As of September 30, 2016, the total number of U.S. restaurants dropped by 2% from the previous year, says research firm The NPD Group. One NPD executive describes it as “the most significant drop…since the recession.” And a late February poll by Reuters/ Ipsos found that one-third of adults were eating out less frequently than they did just three months earlier.

Find out what’s behind the decline at PMQ.com.

Toppers Named Most Popular Pizza Chain The largest pizza chains aren’t necessarily the most popular ones, according to a reader survey conducted by The Daily Meal. The website released its annual America’s 35 Favorite Pizza Chains list, and Toppers Pizza, with about 70 locations in 12 states, came out on top, easily beating out national chains like Domino’s (No. 3), Pizza Hut (No. 6), and Papa John’s (No. 8). Check out the list at PMQ.com.

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Instagram has made some changes that will help you sell more pizza, says pizza marketing consultant Bruce Irving. By copying several of Snapchat’s most popular features, including the ability to tell “stories” with temporary videos and photos, the Facebook-owned Instagram now offers better opportunities to build your pizza brand and boost your exposure. Irving shares three can’t-miss tips for making your Instagram account explode at smartpizzamarketing.pmq.com.

Has This Company Invented a Better Pizza Box? Zume Pizza in Mountain View, California, is known for its pizza making robots, but the company has also been working on a problem that vexes many pizzerias: soggy delivery pies. Co-founders Julia Collins and Alex Garden believe they’ve found a solution with their Pizza Pods. Not only do these boxes divert excess moisture and grease away from the pie; they’re made of sugar cane and other plant-based ingredients. Learn more at PMQ.com.

PMQ Pizza Magazine The Pizza Industry’s Business Monthly

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PMQ PIZZA MAGAZIN 2017 E | April | Volume 21, Issue 3

Contents

D'S AUTH

THE WORL

ORITY ON

PMQ.COM PIZZA |

Free s Spirit ys risin’ The mojo’s alwa s quirky at New York’where the Big Two Boots, the Big Apple Easy meets PAGE 32

ON THE COVER

PLUS: a How to stage up pizzeria popPAGE 40

boosts Fixed pricing ers Pizza sales at Topp PAGE 54

’s Busines Industry s Monthly

Free Spirits

The Pizza

32

m | PMQ.co

Co-founded by Phil Hartman in New York’s East Village, the Two Boots concept has spread from neighborhood to neighborhood, borrowing culinary elements from New Orleans and New Haven, Connecticut, to create a quirky and creative mini-empire. By Rick Hynum

JEFF AMADOR

FEATURES

40

Pop Art, Part 1 Pop-ups allow pizzeria operators to cross-promote with other restaurants and brands while expanding their customer base. Our panel of experts explains how to stage an event in your pizzeria. By Tracy Morin

40 48

The Usual Suspects It’s not a question of whether employees are stealing, but how much. Here’s how to put systems in place to limit the looting. By Tracy Morin

54

48

The Price is Fixed Toppers Pizza tests the waters with a new fixed-price model for unlimited toppings. Could your pizzeria be a candidate for this strategy? By Liz Barrett

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Best of the Midwest 2017 Contestants in this year’s Pizza Pizzazz competition at the Mid-America Restaurant Expo created pies “at the highest level,” according to Iron Chef America judge Mario Rizzotti.

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9 Steps to a More Profitable Menu Menu engineer Gregg Rapp details how to make sure your menu gives customers what they want while turning a high profit for your pizzeria. By Liz Barrett

70

5 Ways to Fail with Email

TOPPERS PIZZA

Email marketing can be rocket fuel for your pizzeria, but you’ll never get off the ground if you make these common rookie mistakes. By Bruce Irving

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PMQ Pizza Magazine The Pizza Industry’s Business Monthly

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ere s a sure re way to know when you ve achieved the best mix for scaling and balling your dough, says Tom e Dough Doctor Lehmann.

Pasta dishes dont get much simpler to make recipe from Chef Bruno.

or tastier to eat

than this

› When the owner bears the entire pizza operation on his or her shoulders, it can take a toll on their health and hurt the business, too.

› Steve Hitchcock, a.k.a. bodegahwy, one of our most knowledgeable Tankers, explains what he has learned from his successful foray into Google advertising.

ink

› Nutella lets you reimagine the dessert menu possibilities with this sandwich-style item with fresh fruits and served on toasted ciabatta bread.

›

ñ

As the U.S. Pizza Team jets o to compete in the World Pizza Championship in Parma, chefs and journalists shed some light on Italian food norms and possible faux pas. By Missy Green

›

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Online at PMQ.com

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From the Editor

16

From the Inbox

26

Moneymakers

77

Product Spotlight

84

The Pizza Exchange

Check out our digital and tablet editions for bonus 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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When Frank Mazella rst laid eyes on his future wife Yolanda, it was love at rst sight. Together, they built a business that would ignite more romances and forge strong family bonds at this mom-and-pop gem in northern Michigan.

C ›

›

Leveraged correctly, social media can have just as much impact for a fraction of the cost as commercial advertising, says DEM Marketing founder Douglas Meece.

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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 3 APRIL 2017

Born to Blog

PUBLISHER

Steve Green, sg@pmq.com ext. 123

T

he hardest part about writing this month’s cover story (“Free Spirits,” page 32) was keeping it under 2,000 words. Phil Hartman and his son Leon, the colorful and charismatic owners of Two Boots, could be the subjects of a full-length biography. As a screenwriter and director, Phil’s first feature film, No Picnic, won an award at the Sundance Film Festival, and his second, Eerie, starred Felicity Huffman, Will Arnett and Luis Guzman. As Two Boots’ website explains, he transitioned from film into the pizza business after his screenplay for Bleeding Heat, “a punk-rock detective story set in gritty Long Island City, was reconceived as a romp for the Doobie Brothers.”

Leon once ran away to join the circus—more accurately, he and some friends started a circus from scratch and “roamed the country in the vein and footsteps of the Merry Pranksters.” One of his compatriots in that venture was his cousin, artist Asa Jones, whom Leon describes as “a kind of mythical character, like a cross between The Dude and Rasputin” who “illuminated me on some of the mysteries of life and brought me into new areas of consciousness.”

And don’t forget the wonderful pizzas with witty names: the Buckminster, which honors architect and visionary Buckminster Fuller; the V for Vegan, inspired by the Occupy Wall Street movement and a certain Wachowski Brothers film; and the Boss Hague, named for a Jersey City mayor “whose legendary lap drawer was a discreet receptacle for bribes large and small.”

As a southerner who eats his way around New Orleans twice a year, my own mojo gets to rising at the notion of a pizzeria that combines Italian cuisine with Cajun cooking. And the more I learned about Two Boots, Phil and Leon, the more I wanted to write about them. So once you’ve perused the print article, head over to PMQ.com and learn about how Leon reimagined the Two Boots website (one of the best pizzeria sites I’ve ever seen) and brought their online ordering system into the modern age and how Two Boots helps keep the arts alive all around New York. There’s a lot more to tell, and Two Boots is just getting warmed up.

CO-PUBLISHER

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

Rick Hynum, rick@pmq.com ext. 130 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 | April 2017 | Volume 21, Issue 3

Rick Hynum Editor-in-Chief PMQ Pizza Magazine PMQ PIZZA MAGAZINE

THE WORLD'S AUTHORITY ON PIZZA | PMQ.COM

Free Spirits The mojo’s always risin’ at New York’s quirky Two Boots, where the Big Easy meets the Big Apple PAGE 32

ON THE COVER: Father-and-son team Phil Hartman and Leon Hartman bring their own quirky mojo to the pizza business with New York-headquartered Two Boots.

Photo by Mike Roth.

PLUS: How to stage a pizzeria pop-up PAGE 40 The Pizza Industry’s Business Monthly | PMQ.com

Fixed pricing boosts sales at Toppers Pizza PAGE 54

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605 Edison St. • Oxford, MS 38655 662.234.5481 • 662.234.0665 Fax PMQ Pizza Magazine (ISSN #1937-5263) is published 10 times per year.

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

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

PMQ Pizza Magazine The Pizza Industry’s Business Monthly

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DeChera Trollinger Shift Leader, Eureka Pizza

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What’s on the line for pizza pros today is all about more, more and more. More toppings, more choices and of course, more competition.

It’s about getting your proteins up to temp, accelerating deliveries, and handling the full-time demands of part-time labor. It’s protecting the consistency of your signature pie and knowing that delicious is in the details.

Our Tyson Restaurant Team invests time behind the counter and inside your ovens to understand the growing demands of your pizza game.

From fresh ingredients to fresh ideas.

From thin margins to deep dish pies.

From making dough to making more dough.

Talk to us about the challenges rising up in your kitchen and we’ll help you find new ways to win.

We’re listening. And we want to know, What’s on the line?™

Learn more: tysonfoodservice.com/restaurant

©2017 Tyson Foods, Inc.

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FROM THE INBOX

MAMA G’S NEW BABY We started receiving PMQ Pizza Magazine this summer, and we absolutely love it. I look forward to telling my wife that the magazine has arrived at our restaurant. It has lots of great advice on marketing and recipe ideas and information on what other operations are doing differently to stay afloat! We have been open for 15 years and continue to grow and stay strong as a company. Our menu is quite diverse, with everything from Eggplant Parmigiana and Chicken Saltimbocca to Pesto Rosa Pizza (a slice of heaven).

But our new baby is Mama Giuseppa’s Pasta Sauce.

We make custom “one-off” batches of sauce for local companies and offer our own private-label sauces, including Traditional Pasta Sauce, Spicy Fra Diavolo, Marinara, Garlic Butter, Hops-Infused Fra Diavolo and Hops-Infused Garlic Butter. We’re now dedicated to getting our name out and to keep selling our sauces to local stores, with the hope of one day making it into the national supermarkets. With more hard work and dedication, my wife and I hope to one day make Mama G’s a household name!

Albert and Molly Hecker Mama Giuseppa’s Endicott, NY Thanks for sharing your story, Albert and Molly. We wish you the best of luck in your new endeavor and look forward to learning more about it.

FIND US ON SOCIAL MEDIA: 16

UGLY AS A FLAT TIRE? Has anyone ever written an article about people using the term “artisan” as an excuse to make pizza with an uneven crust and flat-tire shape? I just can’t comprehend why someone with experience would purposely make ugly shapes and uneven crusts. Maybe I just never learned to appreciate “artisan,” but why not take an extra second to make it a nice, even shape?

Enrique Castillo via Facebook Delicious pizza comes in all shapes and sizes, Enrique.

But the Greek philosophers said the circle was the perfect geometrical shape, and who are we to argue with Plato and Pythagoras?

E W F F U ST

that opened last tan-style pizza shop oli ap Ne a g, in rn Bu local Betulla Columbia, has taken sh iti Br , ge or Ge ce ed with December in Prin The pizzeria partner el. lev w ne ely tir en sourcing to an made with clay pies in crockery hand its e rv se to ry tte ren Carlson Po anna Carlson and Ka Le rs tte Po r. ve Ri er each from the nearby Fras 60 plates and bowls— ed ion sh fa r fa us th Heathman have of-a-kind feast ing, creating a onern Bu lla tu Be or —f piece unique belly. for the eyes and the

PMQ Pizza Magazine The Pizza Industry’s Business Monthly

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IN LEHMANN’S TERMS

Why Undermixing Pizza Dough Isn’t as Bad as It Sounds Although undermixing does little harm, there is a way to know when you’ve achieved the best mix for scaling and balling your dough. By Tom Lehmann

Q A

How do you know if your dough has been mixed long enough?

Pizza dough that’s mixed at a pizzeria and refrigerated for use over the next few days is typically mixed just long enough for the dough to develop a smoothlooking skin. (Pizza dough doesn’t require nearly as much gluten development as you’d want in a bread-type dough.) So should you worry about undermixing pizza dough? No, not really. In fact, once the ingredients are well-incorporated, you could stop mixing and take the dough from there. However, if you mix the dough just until it forms a smooth skin, it’s much easier to handle during the scaling and balling process, and the dough will not require as much dusting flour on the bench.

To give you an idea of how much a pizza dough can be undermixed, there is a method for making a thin cracker

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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type of pizza crust where the dough is mixed only until most, but not all, of the flour is hydrated. The dough is then removed from the mixing bowl and placed into a tub, where it’s covered and allowed to ferment for 12 hours at room temperature. After that, the dough can be scaled into pieces of desired weight and loosely formed into pucks. You can wrap these pucks individually or stack them two high on a sheet pan, cover them with a bag or stretch wrap, and place them in the cooler to ferment for an additional 24 to 48 hours. This dough is not unusually sticky due to low absorption (45% to 50%), but it is quite stiff, requiring the use of a dough sheeter to open the pucks into pizza skins.

Can you harm the dough by overmixing it? Not in most cases, but depending on the dough absorption, you might find that additional mixing yields a more breadlike crumb structure in your finished crusts. And since that additional mixing time takes a toll on your mixer, be sure to have your mixer repairman’s phone number handy—you’ll probably need it sooner than later!

PMQ Pizza Magazine The Pizza Industry’s Business Monthly

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NEW YORK’S FINEST

During a visit to Mama Maria Italian Restaurant in Milford, Delaware, Chef Bruno (second from right) made some new friends, including Brian Knuetson, Franco La Ragione and Salvatore La Ragione.

Bacon and Onion Linguine On a lunch break during a busy day, Chef Bruno whips up a pasta dish that’s easy to make and loaded with flavor.

I

recently attended the North American Food Equipment Manufacturers (NAFEM) Show in Orlando, Florida. It was a very successful and busy show. Once I returned to my office, I had to catch up on a lot of work and take many phone calls—but, between calls, I kept thinking about lunch. Some people might run off to McDonald’s, but I’m not like some people. I wanted to make my own lunch. I saw that I had some linguine and decided to make this quick and simple meal that’s full of flavor and easy to make. It was so good that I knew I had to share the recipe with my readers. Try it out for yourself and let me know what you think. Mangia!

Chef Bruno is PMQ’s culinary advisor, with more than 50 years of international pizza experience.

He is the corporate chef for Marsal & Sons and the culinary coach of the U.S. Pizza Team.

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INGREDIENTS: 4 tbsp. olive oil 1 c. lean bacon, trimmed to the size of matchsticks 2 small onions, finely chopped 1 c. dry white wine 2 lb. fresh tomatoes, chopped ½ tsp. thyme leaves 2½ lb. linguine Salt and pepper to taste Parmesan cheese, for serving DIRECTIONS: In a medium-size frying pan, heat the oil and add the bacon and chopped onions. Cook over low to moderate heat for about 8 to 10 minutes, until the onions turn golden-brown and the bacon has rendered the fat and started to brown as well. Fill a large pan with water and salt and bring it to a boil. Throw in the linguine and cook until al dente.

Add the wine to the bacon and onions and turn up the heat, cooking until the liquid boils. Add the tomatoes, thyme, salt and pepper. Cover and cook over medium heat for 10 to 15 minutes. Toss in the pasta, mix together, season to taste and serve with Parmesan cheese.

PMQ Pizza Magazine The Pizza Industry’s Business Monthly

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ACCOUNTING FOR YOUR MONEY

Is It Time to Slow Down and Ask for Help?

Don’t let yourself get overwhelmed by taking on too many responsibilities. Your operation should run smoothly with or without you. By Michael J. Rasmussen

Q A

I’m overwhelmed. Where do I turn for help?

It took a strong ego to start your business. It also takes a strong ego to ask for help. So many restaurant operators bear the entire operation on their shoulders and eventually can’t handle the workload. It takes a toll on their health, family life and business.

I recently sat down with an operator of a multiunit company, not at his famous restaurant but at his hospital bed after he’d suffered a heart attack while filling in for a sick chef. As soon as our eyes met, he said, “I know, I know! Don’t tell me again that I need to slow down and ask for help!” For years he has chased his dream of owning several restaurants, perhaps a chain, all around his home state. All the while I’ve encouraged him to create a system that someone else could manage, but there never seemed to be enough time. Well, now there was time.

I interviewed this person every day in the hospital, wrote down his thoughts and noted all the tasks he performed during a typical day in the restaurant. I created a database of suppliers, vendors, customers, and anyone he could think of that would want his concept to succeed, 22

and, when we reached out to them, you wouldn’t believe the outpouring of help he received! From the waitstaff and managers to vendors and third parties, everyone rallied to support him. They all wanted to help this chain continue and expand beyond my friend’s wildest dreams.

I taught him how to monitor his restaurant’s results via a laptop that retrieved information from every store and helped him understand data analytics, which he had never worked with before. He learned that his instructions could be passed on to team members from his bedside and saw, to his amazement, that his absence from the store allowed his team to step up and perform better.

The moral of this story: Don’t let a health emergency force you to discover how many people want you to succeed and will gladly work harder for you. Doing everything yourself might land you in a hospital bed. Ask for help before this happens to you!

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

PMQ Pizza Magazine The Pizza Industry’s Business Monthly

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

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THE THINK TANK

Managing a Google Ad Words Campaign A Think Tank member shares tips for getting the most cost-effective results from paid Google advertising.

B

odegahwy: We recently started using Google Ad Words. Our sales went up about 30% within a month. (I wish I knew exactly why sales went up, but that’s the nature of advertising.) I initially set the budget at $20 per day; we were paying about $1.30 per click and getting enough clicks to spend the $20 several days a week. Overall, our click rate was a little over 4%.

After another month, with sales remaining solid, I added some conversion tracking and variable bidding, limited the ads to run during business hours and changed the settings to run through my daily budget as soon as possible rather than evenly throughout the day. I also bumped up the daily budget for big days (i.e., holiday weekends), adjusted the bids on various search terms and increased bidding for placement. Our click-through rate more than doubled, to nearly 9%. Our cost-per-click went down to about 90 cents. And our average position is 1.3, which means we are mostly appearing at No. 1 and occasionally No. 2.

Here are five things I’ve learned so far: 1. Limit the geographical reach of your ad, or you’ll generate useless clicks from customers who are too far away. Choose the setting for customers in your defined area, not those interested in your area.

2. You can tell which search terms get used the most, but you still must choose the ones that work best for you.

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The click-through rate tells you how many people using that search term looked at your ad.

3. If you and your competitors are using the same search terms, you will end up bidding against each other.

Consider bidding on less commonly used terms if they land you at No. 1 in those searches and produce enough clicks.

4. You must have a useful destination for customers who click on your ad. Otherwise, you’re just drawing clicks into a dead-end alley. Also, your website should be optimized for mobile users.

5. Activate the phone link on your ad so people can simply touch the number and call you from their phones.

I’m presently spending $150 to $200 per week on this campaign. I suspect it’s a great tool for reaching tourists in our resort town. I plan to reduce or eliminate this campaign during the off-season.

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.)

PMQ Pizza Magazine The Pizza Industry’s Business Monthly

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MONEYMAKERS

Branded for Life

Some hardcore fans of the &pizza brand make a commitment for life with tattoos sporting the hipster chain’s distinctive logo. At the recent grand opening of the latest &pizza shop at Hotel Hive in Washington, D.C., at least five more devotees gave up a patch of skin for the cause. &pizza paid for the ink for the first five customers in line who requested the trademark tat and awarded them a year’s worth of free pizza to boot. Meanwhile, the first 200 customers also received free pies, and throughout that weekend &pizza donated a pizza to George Washington University’s Alternative Breaks program—which helps local youth get involved in community service—for every pizza sold.

&pizza, a fast-casual concept out of the nation’s capital, wants to tattoo you with its distinctive logo.

Quick Tip 1: Build a Network It’s time to get out into the community and expand your network! To make new contacts for catering jobs and cross-promotional opportunities, join a local civic organization—such as a Rotary, Civitan or Kiwanis club—that attracts like-minded business professionals.

The Man Who Made the Golden Pie

Once homeless in New York, Hakki Akdeniz now owns a successful pizzeria, Champion Pizza, that’s popular with locals and celebrities alike. But he hasn’t forgotten the area shelter, the Bowery Mission, that carried him through the hard times.

Akdeniz recently earned nationwide media coverage for his Trump Pizza, laden with 23-karat edible gold leaf, specialreserve Russian caviar, shaved white truffles and seven high-end cheeses. In tribute to the newly inaugurated president, he sold Trump Pizzas for between $5,000 and $10,000 apiece, with all profits going to the Bowery Mission. The Turkey-born Akdeniz says, “We want to make sure everyone should have hope and make sure he does a great job for this country.”

Hakki Akdeniz earned national publicity for his gold leaf-laden Trump Pizza.

A former U.S. Pizza Team member, he’s shown here in 2012 with PMQ’s editor at large, Liz Barrett, at the International Restaurant & Foodservice Show in New York.

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MONEYMAKERS

Love Thy Pie

Fast-casual chain Pieology Pizzeria invited fans to share their passion for pizza in a Valentine’s Day-themed #LoveThyPie promotion. Customers created photos or short videos about why they loved pizza and shared them on Facebook, Instagram, Pinterest and Twitter. Using the #LoveThyPie hashtag, they were encouraged to spread the word to their social media friends and build up interest in the contest. Pieology tracked each contestant’s activity on all of the platforms to see who was working hardest to create buzz. In addition to winning gift cards, participants had the chance to score the grand-prize package, including the Pieology Date Night with two pizzas, fountain drinks and one dessert pizza, every month for a year, plus a spa weekend getaway for two.

Lovebirds had a chance to win monthly pizza dates for a year in Pieology’s #LoveThyPie contest in February.

When Instagrammers Take Over the Menu

To celebrate its first anniversary in Santa Ana, California, Jinny’s Pizzeria challenged four Instagram pals to create their dream pizzas—and the results were about as eclectic as you’d expect from a shop that advertises “California-style pizza with a New York attitude.” With entries like the Stir and Style Ramen Pizza, created by food and fashion blogger June Quan, and the Chicken Bacon Fettucine Pizza from the husband-and-wife team behind @foodieoc, Jinny’s loaded up on new specialty pies that could rival its signature Spaghetti & Meatball Pizza, possibly the best-known “secret menu” item in Orange County. Jinny’s sold all of the contest pizzas on its menu during March and debuted a new Chicken Alfredo pizza. Customers who ordered the contest pizzas earned a chance to win free pizza for a year.

Blogger June Quan of the @stirandstyle Instagram account whipped up a Ramen noodle pizza for a contest at Jinny’s Pizzeria in Santa Ana.

Quick Tip 2: Raffle Off a Pizza Party Never underestimate the power of an old-fashioned raffle. Invite customers to leave their business cards or fill out an entry form to qualify for a free pizza party at their office. And remember, you don’t have to pick just one winner!

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Ingredients: 1 can garbanzo beans, drained and rinsed 1 red pepper, diced 1 bunch parsley, rinsed and chopped 1 red chili pepper, seeded and chopped 7 tbsp. olive oil ½ lb. chorizo, cut into chickpea-sized pieces Juice and zest of 1 lemon Salt and pepper to taste Mild pepperoncini 1 red onion, sliced 1 Mama LaRosa Pizza Dough Ball (19 oz.) ¼ c. skhug (Greek cilantro salsa) 1 c. mozzarella 1 c. feta cheese

Directions: Brown the chorizo in a heavy skillet and break into chickpea-sized pieces. Dice the red pepper and chili pepper and combine with the chorizo. Add chopped parsley and garbanzo beans to the pan with the olive oil and lemon.

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Old school and new school meet in happy harmony with Two Boots’ father-and-son team of Phil Hartman and Leon Hartman.

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Free Spirits The mojo’s always risin’ at Two Boots, a New Orleans-themed network of pizza shops that’s as quirky and creative as its Brooklyn-born founder. By Rick Hynum | Photos by Mike Roth

N

aming a pizza at Two Boots is serious business.

You can’t just string together a list of ingredients—say, the Bacon, BBQ Chicken, Scallions and Cheddar—and call it a day. No, you give it some deep thought, you search your soul, you ponder eternal cosmic truths, and then it finally comes to you: The Hogwallop.

“Yes, of course,” you say. “The Hogwallop. Thank you, universe.”

OK, maybe it’s not that serious. It’s more like some kind of quirky mojo unique to Two Boots co-founder and filmmaker Phil Hartman and his son/ partner Leon, whose sprawling network of 15 neighborhood pizza joints stretches from New York to Los Angeles. They’ve even got a pie called The Mojo Risin’. And if Two Boots looks and feels more like a restaurant you’d find in the French Quarter than Manhattan’s Upper West Side, that’s no accident. Both men love New Orleans and have a genuine affection for the artists, madmen and free spirits who lend color and character to urban life.

“When we first opened [in 1987],” Phil Hartman says, “we combined Cajun ingredients with an East Village funky ambience, borrowed some culinary inspiration from New Haven, Connecticut, and came up with something unique. We created this place as a little jewel—it’s a work of art in itself.”

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The Pizza Summit As Two Boots spread beyond the East Coast, opening shops as far away as Nashville and Los Angeles, founder Phil Hartman worried about the consistency of the product. “Over 30 years and 15 locations, we found there can be a game of telephone that goes on,” he says. “One pizza master passing the recipe to the next might be making changes along the way.” About three years ago Phil and son Leon gathered their pizza makers for a summit. “They each had put their own stamp on the recipe over time. We talked through why this guy is putting in an extra quarter-ounce of yeast or that guy is putting a little more water in it. With their feedback, we wound up redefining the pizza recipe. Since then, the product has been standardized and has been incredibly consistent. I think that process needs to go on periodically so you don’t have these subtle shadings that can change your recipe from location to location.”

CELEBRATING THE NEIGHBORHOOD Phil opened the first Two Boots—named for the footwear-like shapes of Italy and Louisiana—with his former wife Doris Kornish and real estate developer John Touhey.

It wasn’t Hartman’s first foray into New Orleans cuisine— he’d launched a Cajun concept called the Great Jones Café a few years earlier while also working as a screenwriter, producer and director. He and Kornish initially agreed to help launch the restaurant to make enough money to wrap up a film project, but, like the rollicking dance halls and juke joints on Bourbon Street, the temptations

“Every branch of Two Boots should feel like it grew up through the cracks in the sidewalk of that neighborhood, not like some UFO that appeared from above and just plopped down there.”

— P H I L H A RT M A N , T W O B O OT S 34

of a life in pizza proved hard to resist. “The first shop was in a rough stretch of the East Village that had become a favorite destination for people looking for drugs, not pizza,” Phil recalls. “We knew it was a big change when we came in, and we helped grow the neighborhood. That place was busy, so we opened another one across the street.

Then we moved to the next neighborhood and the next one and grew around Manhattan.”

But rapid growth was not part of the founders’ original plan. “This was a different era,” Phil notes. “Now when people open restaurants, they’re immediately thinking it’s a prototype and they’re going to roll out a hundred or a thousand more stores. We couldn’t have been further from that.”

But they also couldn’t turn a blind eye to expansion opportunities. To ensure that each new restaurant had its own personality, Two Boots incorporated elements of the neighborhood, commissioning local artists to create murals, mosaics and sculptures and crafting pizzas, called home pies, that paid homage to the community. That’s the real reason there’s such a pizza as the Hogwallop— exclusive to the Park Slope store, it’s a tribute to actor John Turturro, a neighborhood resident who portrayed the dimwitted Pete Hogwallop in the Coen Brothers’ film O Brother, Where Art Thou?

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Two Boots’ marketing runs the gamut of color and irreverence, from their wild Mardi Gras Month posters to the Nicholas Cage-inspired Facebook meme promoting their popular Saint Nic pizza.

“You’ve got to start with [the basics] as your foundation before you can push the limits. We take a lot of pride in getting our cheese slice down as perfectly as possible.”

— L E O N H A RT M A N , T W O B O OT S

Every store has its own home pie with an evocative name and a pop-cultural connection. Two Boots Upper East Side offers The Royal Tenenbaum, honoring the similarly named Wes Anderson film about a Salingeresque family from that tony district. It’s even topped with doublesmoked bacon from Schaller and Weber, a local purveyor of German-style meats. Over on the Upper West Side, another store serves The Bella, inspired by the women’s rights activist Bella Abzug and featuring a spinach and artichoke dip, cayenne pepper, jalapeños and mozzarella, a combo that “recalls her fiery oratory and inimitable style,” according to Two Boots’ website.

“We know we need to fit in everywhere we go,” Leon Hartman says. “Most people just try to come up with a blueprint that they can rubber-stamp, a hundred at a time. That’s exactly what we’re trying to resist. We want to demonstrate that there’s another way to do this, a way that’s more holistic and more celebratory of the surrounding community.”

Or, as Phil puts it, “Every branch of Two Boots should feel like it grew up through the cracks in the sidewalk of that neighborhood, not like some UFO that appeared from above and just plopped down there.”

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Other specialty pizzas run the gamut of pop culture, from The Dude, inspired by Jeff Bridges’ laid-back character in The Big Lebowski, to The Mel Cooley, named for the high-strung straight arrow who was the butt of a thousand bald jokes on The Dick Van Dyke Show. Newman on Seinfeld has spawned not one but two pies at Two Boots. “I’m a big fan of second bananas,” Phil explains, in a company video on the website. “Like with [rock band] The White Stripes, we wouldn’t name a pizza after Jack, but we did name one after Meg. We like the weird, dark character in the background.”

Big Easy-inspired pies are a staple at Two Boots, like the Bayou Beast, which is topped with spicy shrimp, crawfish, andouille and jalapeños.

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Two Boots’ website is a riot of color and funky esthetic. Its menu spotlights pop cultureinspired pies such as The Buckminster, the Larry Tate, The Dude and The Slayer.

NEW ORLEANS MEETS NEW HAVEN Each Two Boots store has the vibe of an art gallery, teeming with original pieces created by artists such as New Orleans’ Nilo Lanzas, New York sign painter Amanda Hagy and Asa Jones, a relative of the Hartmans who painted the weird and wonderful Two Boots Tarot in the Bleecker Street location. One stunning mosaic at the Upper West Side store depicts Abzug and John Lennon; other stores feature artistic renderings of film icons like Cleopatra Jones and real-life personalities such as actor Luis Guzman and musician Charlie “Bird” Parker.

The Two Boots website, overseen by Leon and designed by marketing director and artist Mike Roth, reflects that offbeat esthetic. It’s a marvel of online marketing, loaded with eyepopping visuals, sliders with snappy descriptions of every pizza on the menu, and brief but smartly written articles about the origin of Two Boots and Phil’s own illustrious back story. The splash page points visitors straight to the online ordering section, along with a tongue-incheek Zagat video featuring Leon sharing tips on how to correctly eat a slice.

But funny pizza names, charismatic owners and visual splendor can only take a pizzeria so far. It’s the pizza that has made Two Boots famous. “It’s all about the crust,” Phil says. “We feel like what we’re doing is unique, but we’ve borrowed ideas from some of our favorite places.

New Haven has always been an inspiration for us; we borrowed the cornmeal they put on their rectangular pans at places like Frank Pepe Pizzeria Napoletana or Sally’s Apizza. But we took it to another level. Our corn meal is actually embedded in our crust—we use it instead of white flour. It gives the pizza a nutty, crunchy taste. At other pizzerias, you’ll see a pile of crusts in the middle that everybody’s put away, but that’s rarely the case at Two Boots. We use a great cheese from Galbani and a unique spicy sauce, plus lots of organic and Cajun ingredients.

But the foundation is the crust.”

Every Two Boots serves a Grandma pizza and a Sicilian, along with a gluten-free pie using a crust from a vendor in California. Then there are the Big Easy-style pies like the Bayou Beast, topped with spicy shrimp, crawfish, andouille sausage and jalapeños, and the Swamp Witch,

loaded with alligator sausage, crawfish and a crisscross drizzle of sweet red pepper and jalapeño pesto. But the company focuses on the basics, too. “We’ve got a lot of crazy pizzas, but we also make a killer slice of cheese and pepperoni,” Phil says.

Leon agrees, adding, “You’ve got to start with that as your foundation before you can push the limits. We take a lot of pride in getting our cheese slice down as perfectly as possible.”

Two Boots has become such a Big Apple institution, the New York Mets made it the official pizza of Citi Field. The company has locations throughout the park, doling out slices of tribute pies like the Meat the Mets (a takeoff on the team song) and the Happy Hour Recap (an homage to the late Mets broadcaster Bob Murphy). For superfan Leon, selling pies at ball games fulfills a childhood fantasy. “When I was nine or 10, we were at the old Mets stadium,” he says, “and I remember telling my dad, ‘Wow, wouldn’t it be cool if Two Boots worked with the Mets?’

Lo and behold, they reached out to us!”

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Actor Luis Guzman is a regular at Two Boots, and even has his own pie, The Luisaida, named after him.

FAMOUS WITH THE FAMOUS Two Boots’ pizza is so famous that famous people seek it out, but Phil, who has produced and directed films with Felicity Huffman, Will Arnett and Steve Buscemi, isn’t exactly the star-struck type and doesn’t make a big deal about it. “Jimmy Fallon is a longtime Two Boots fan and came to our opening in Williamsburg,” Phil says. “He even got behind the bar and served beer. But we didn’t post anything about it on Facebook or Instagram because we respect his privacy. Then, the next morning we found out that Rolling Stone had been there that night and had posted a picture of Jimmy, which had already gotten, like, 250,000 likes. That’s not something we would have done, but they let the cat out of the bag.”

In the interview for this article, Phil and Leon didn’t even mention that an episode of Sex and the City shows Sarah Jessica Parker and Cynthia Nixon’s characters chowing down on slices in the Two Boots to Go West store in Greenwich Village. If that’s not New York-legit, we don’t know what is. But the Hartman men are too busy thinking about their next opening—in New York’s Financial District—and scouting locations in the Chesapeake 38

Bay area and L.A. (and maybe New Orleans) to rest on their laurels. Most of their locations are company-owned, although a couple of licensees who are certified Two Boots superfans have opened shops in Nashville, Jersey City and Brooklyn. “If we meet someone who really understands and believes in the brand, we get excited to work with them, but we try to focus on company-owned stores,” Phil says.

“We’re definitely in a growth mode,” Phil adds. “I’ve learned the hard way that I can’t run the business the same way I did when we had one or two stores. Leon’s helping me put in the systems and structure that will enable us to grow. But we’re always going to do it our way.”

Leon, a chip off the old Hartman block, echoes his dad’s thoughts. “We want to maintain our identity, soul and integrity wherever we go, while being nimble and flexible and ready to adapt to the modern marketplace so we can serve as an example and inspiration to others,” he says.

“We’re going to keep it real while we grow our footprint and make more people happy around the country. That’s our goal.”

Rick Hynum is PMQ’s editor-in-chief.

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Pop Art Thinking of staging a pop-up event? In part one of a two-part series, our experts share their top tips for making it a success. By Tracy Morin

P

op-ups are popping up everywhere these days—and it’s easy to see their appeal.

They allow operators to cross-promote with other restaurants, draw in a new customer base, spread brand awareness, build bridges with fellow food lovers, and even test new menu items or ignite buzz about a new concept. Here, three experts give PMQ the scoop on pop-ups so you can determine if they’re a good fit for your business.

JEFF AMADOR

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OUR PANEL: Jenny Dorsey, chef, culinary consultant and co-founder of Wednesdays pop-up series, New York, NY

COURTESY TERRI-LYNN WOODHOUSE

HANNAHBURTON

EMILY LOVING

Emily Hyland of Brooklyn’s Emily and Emmy Squared took over the kitchen in Cane Rosso’s Austin location for a night of award-winning burgers and sandwiches.

Jay Jerrier, owner, Cane Rosso, Dallas, TX

Terri-Lynn Woodhouse, restaurant consultant and cofounder of One Earth, Niagara-On-the-Lake, Ontario, Canada

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Pop-up events can draw a healthy crowd to your pizzeria, including first-time customers who may not have otherwise discovered your food.

BK NARAYANAN

PMQ: WHAT IS A POP-UP? Jerrier: A pop-up is when you invite an outsider—usually a chef buddy, a food truck operator or a fun personality— into your restaurant to cook for a one-night-only type of event. Generally, the people we invite in are not traditional pizza guys. They usually cook something really different, like Asian, Mexican or barbecue, and it’s fun to see a mash-up of different cuisines. We even went way off course recently by inviting Matt and Emily Hyland from Emily/Emmy Squared in Brooklyn, New York, for a Texas Road Trip. We did three pop-ups in a week in Dallas, Austin and Houston, without doing any pizza at all! They served their famous Emmy Burger and a spicy chicken sandwich I fell in love with on a recent trip to Brooklyn. We sold out of 100 sandwiches in 15 to 20 minutes at each pop-up.

Dorsey: Pop-ups are short events, from a few hours to a few days or a month, that let concepts gauge public reaction and fine-tune details. They’re sometimes in conjunction with a soft launch or for those who want to open up a new space, or it may be an existing brand testing

“Existing brands create pop-ups for experience marketing, which is huge right now. It’s a great way to utilize a different space and to challenge what consumers think of your concept.”

— C H E F J E N N Y D O R S E Y, W E D N E S DAYS P O P - U P S E R I E S 42

Set the stage for an impressive pop-up to enhance your brand; as chef Jenny Dorsey notes, it’s an ideal vehicle for experience marketing.

out a new concept. It’s a good marketing tool, a way to experiment and get real-time feedback.

Woodhouse: A pop-up is a temporary selling opportunity that often involves offering some of your best items to gain traction in your market and find new customers while improving cash flow.

PMQ: WHAT ARE THE ADVANTAGES OF STAGING A POP-UP? Jerrier: I think it really builds a sense of community in the restaurant crowd. Everyone works hard, especially other independents, and it’s all about getting more people out to eat. Pop-ups are also a good way to bring two different crowds together; you get the opportunity to introduce your restaurant to the fans of the visiting chef, and your regular customers get to try something unique at their favorite restaurant. Depending on who you have come in—we’ve had a lot of contestants from Top Chef or Food & Wine Best New Chef nominees—pop-ups are

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JEFF AMADOR

Texas-based Cane Rosso plans to pop up in locales as far away as Toronto and New York, using these opportunities to share its delicacies and undertake culinary research.

“Pop-ups are also a good way to bring two different crowds together; you get the opportunity to introduce your restaurant to the fans of the visiting chef, and your regular customers get to try something unique at their favorite restaurant.”

— J AY J E R R I E R , C A N E RO S S O

usually a pretty big media spectacle, too, so you get a lot of coverage. We also have no rules for visiting chefs, so we let them do whatever they want: chicken, ranch, pineapple— whatever they like! Our customers and the media get a kick out of that. Finally, you get great ideas. One of our early guest chefs made an amazing vegetarian pizza, and I loved the way he prepped the mushrooms, which we could then incorporate into our own prep process.

Dorsey: Existing brands create pop-ups for experience marketing, which is huge right now. It’s a great way to utilize a different space and to challenge what consumers 44

think of your concept. You kind of have a blank slate, because you’re not confined to how your restaurant looks or is seen. It’s a good way to extend your brand. But there are a lot of unexpected costs and preplanning needs that people should be aware of!

Woodhouse: Having a cross-promotion with an established business gives you the opportunity to instantly create a level of trust, because you’re promoting to another company’s customer base. You don’t have to invest a large amount of cash for a new, hopefully viable sales stream, and you get great content to share with your followers on social media, complete with photos. It shows that your business is creative, flexible and cool. And you’re able to gain cash flow in both typically slower sales seasons and busier times.

PMQ: WHAT TYPE OF POP-UP PARTNERS WORK BEST WITH PIZZERIAS? Jerrier: Work with anyone who has a good following in your town: food truck guys, big-name chefs, media personalities (especially if they’re not cooks), even food writers. We had Daniel Vaughn, the barbecue editor for Texas Monthly, in for a night; he made a couple of amazing pizzas, and he’s just a home cook! With pop-ups, we’re trying to generate buzz and a crowd, so your best bet is

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Brooklyn pizzaiola Emily Hyland served her famous Spicy Chicken Sandwich in a pop-up fundraiser for Cane Rosso Rescue.

JEFF AMADOR

“Having a cross-promotion with an established business gives you the opportunity to instantly create a level of trust, because you’re promoting to another company’s customer base.”

— T E R R I - LY N N W O O D H O U S E , O N E E A RT H

to reach out to people who have a large group of really loyal customers and a big fan base.

We don’t usually pop up in other businesses, by the way, because not everyone has a wood-fired oven for us to use; for one we did at a bar, we had to premake all of our pizzas and reheat by the slice in a normal oven. But we also get invites from pizza buddies outside Texas, so we’re working on scheduling some pop-ups in Toronto and New York and inviting them to come to our place as well. With our Instagram and Facebook, we have a following from all over the country, so it’s an opportunity for people out there to try some of our stuff and just have fun. We also use these as research trips, getting new ideas for menu items.

Dorsey: I think it’s less the kind of food you have and more about where you are in the market, like if you’re a high-end pizzeria. You don’t just pop up and see what 46

happens; you need to have a specific goal in mind. Offer a value-added benefit. If you’re trying to raise your perception with consumers, maybe partner with a luxury-type brand. If you want people to buy more wine at your pizzeria, partner with a champagne company whose wine you offer so when people come back it’s top of mind for them, boosting your beverage sales.

Woodhouse: Do you know of a local fair or festival? They’re great opportunities to increase your market share and gain new clients. Do you have nearby microbreweries or smaller wineries? Do you know of a business that hosts workshops or classes? A kids party place or play gym? The list is endless. Pizzerias have the unique and wonderful ability to be flexible and portable, so maximize that!

Editor’s note: Next month, we’ll look at how to develop a menu for pop-ups and explore ways to tie in your event with local nonprofits and other brands.

Tracy Morin is PMQ’s senior copy editor.

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Usual Suspects For many pizzerias, employees with sticky fingers can cause significant damage to the bottom line.

Here are 5 ways to limit the looting. By Tracy Morin

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our employees may not be robbing you blind, but so-called petty crimes add up to big losses for pizzeria owners. According to the Restaurant Loss Prevention & Security Association (RLPSA) in Roswell, Georgia, the average price of employee theft is between 4% and 6% of overall food cost—and there are many ways in which an employee can finagle the cash from under your nose. In fact, Michael J. Rasmussen, owner of Rasmussen Tax Group and co-owner of Eyenalyze in Conway, Arkansas, often shares with his clients a list titled “101 Ways to Steal From a Restaurant,” including methods perpetrated by servers, bar staff, outside parties, and those with total system access, such as managers. “Independent and single-unit operations without cameras or accountability are at the highest risk,” Rasmussen warns. “The fact is, it’s not whether there’s stealing, but how much. The question is, do you have systems in place to prevent it?”

WHEEL AND STEAL What actually counts as theft? “The criteria for determining exactly what constitutes theft will vary in some respects,” notes Amber Bradley, executive director of the RLPSA. For example, some employees may eat the restaurant’s food without paying, even when the restaurant offers an employee discount. In another example, an employee may bring extra food or drinks to their friends’ or family members’ table. If the employee’s really sneaky, the stolen food may be disguised in to-go bags to make it look like leftovers.

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There are also several methods for stealing cash. A prevalent type is called “short ringing” or “edit-downs”—when a customer orders a $9 drink, but the employee rings it up as a $6 drink. The employee still charges the full $9 and keeps the remaining $3. Another method for stealing food and cash simultaneously: Serve a customer food and take payment, then void the entire order from the register and pocket the cash. Similarly, a “bad order” occurs when the server voids an order as if incorrect, then keeps the cash. A fake “dine and dash” happens when a customer eats, pays cash and leaves, but the employee claims to the manager that the customer ate and left without paying.

Cash theft also may occur when an employee takes money from a cash-paying customer without ringing up the sale in the register.

Hence, theft can entail everything from removing product from the pizzeria to eating on the job—or overportioning their own free or discounted meals. “I think tips or any cash are most commonly stolen,” Rasmussen notes. “Since 70% to 90% of restaurants’ sales are through credit cards each year, cash theft is less common. But if

there’s not a POS system, or if operators are not reconciling their cash every day, that increases the opportunity. You have to account for every penny.”

Additionally, employees can alter tickets, adding an extra item and pocketing the cash, or reducing the order while accepting full payment. Some will carry food right out the back door—adding a box of steaks to a trash can and removing it outside, or walking out with a single steak in a pocket. And when two employees work together to steal, things get really tricky. For example, they can even “steal” labor if an employee clocks another in or out without him being present (common late at night).

“It’s hard to get away from the extra portioning here and there, but that might add up to 1%,” Rasmussen notes.

“The 4% happens when there’s intentional theft, when employees aren’t supervised.”

THINK LIKE A CROOK Ever heard the saying, “Opportunity makes a thief?” As Rasmussen reports, if employees don’t know they’re being watched, or there’s no daily system in place to monitor theft, they’re more likely to steal. Limit those opportunities by implementing the following practices:

1

Install video surveillance equipment. Bradley believes closed-circuit television (CCTV) is a helpful prevention tool, since employees tend to behave honestly when they think misdeeds are captured on video.

“However, proper placement is paramount, and that will depend on the restaurant,” she explains. “Registers should always be covered by CCTV, as well as any computers

“Since 70% to 90% of restaurants’ sales are through credit cards each year, cash theft is less common. But if there’s not a POS system, or if operators are not reconciling their cash every day, that increases the opportunity. You have to account for every penny.”

— M I K E R A S M U S S E N , E Y E N A LY Z E 50

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“It’s a good practice to require each employee to have his own sign-in password or swipe card that tracks all of his activity when operating a register, and to require two people to be present when counting the day’s register sales.”

— A M B E R B R A D L E Y, R E S TA U R A N T L O S S P R E V E N T I O N & S E C U R I T Y A S S O C I AT I O N

used to key in food orders. It’s also a good idea to ensure the entire seating area is covered by CCTV, which allows management to review video to confirm any dine-anddash claims, as well as the amount of food delivered to a table as compared to the actual order.”

Rasmussen notes employees might figure out how to get around video surveillance, but it’s still a helpful step.

“Video is more for reviewing later, but it’s a deterrent when people understand you’re watching them,” he says.

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Enact a perpetual inventory system. Rasmussen recommends using a POS system to minimize cash theft and errors. Also have employees participate in inventory counts so they know you’re aware of what’s in-house, and change up your method of counting every now and then to keep them guessing. Rasmussen even recommends tying bonuses to inventory; when a manager’s pay is directly affected by loss, he’s more likely to be vigilant (especially important for absentee owners).

Bradley agrees that a perpetual inventory management system can help prevent employees from stealing food.

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“This allows restaurants to track inventory by closely monitoring high-cost items,” she says. “These inventory management systems require only a few hours per week to maintain, but the investment is well worth the reduction in losses.”

For example, a 14-unit chain Rasmussen works with takes an inventory every night of top ingredients, and the owners monitor what was bought and sold to create variance reports. If the variance is over a certain threshold, managers are sent to investigate the problem—with the goal of finding out what kind of waste is happening and if there is any pattern.

Restrict employee access to the POS system.

One common way to prevent employee theft is to limit authorization levels in the POS system, Bradley notes. For example, servers should not be permitted to void entire tickets; limit this action to managers. “An even better prevention method is to require two passwords— manager and server—to complete a void, which prevents managers from stealing cash as well,” Bradley suggests.

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Rasmussen adds that most waitstaff will be accessing front-of-house portions of the POS system (allowing them to change tickets), but often only managers are allowed to access back-of-house details and make administrative changes. “Once an entry is made, you should have access restricted so only a manager can override or make changes,” he says.

Monitor cash-handling procedures. Rasmussen recommends segregation of duties: Have someone count the cash, another person make a deposit, and another (like an outside accountant) reconcile with the bank statement. “Restaurants must have strict cash-handling policies in order to prevent cash theft,” Bradley agrees. “It’s a good practice to require each employee to have his own sign-in password or swipe card that tracks all of his activity when operating a register, and to require two people to be present when counting the day’s register sales.”

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5

Raise employee awareness. Bradley believes that making all employees aware of the controls in place is the most effective way to prevent losses. She offers the following examples:

dd Reviewing CCTV, then complimenting good behavior witnessed on video. This boosts employee morale and lets everyone know that videos are being monitored regularly. dd Let employees see that inventory is taken regularly; they’ll be far less likely to steal for fear of detection. dd Let employees know that mystery shoppers are hired to occasionally dine in and monitor service. This helps prevent various theft scams, such as giving the customer a free drink in hopes of getting a better tip.

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Set an example. Instill an honesty-driven culture in your business and create incentives for staff to hit goals. Rasmussen blames a “monkey see, monkey do” attitude among staff when owners themselves take product from the restaurant or eat free meals on the clock.

“That sets the pattern for everyone else—if you do it, why can’t I?” Rasmussen says. “If you do eat at work, take cash out of your pocket and put it in the register.

There’s no silver bullet, but sometimes you just have to think like a crook!”

Tracy Morin is PMQ’s senior copy editor.

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Under Toppers Pizzaâ&#x20AC;&#x2122;s new pricing model, customers no longer have to pay extra for pies with more than two toppings.

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the

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Toppers Pizza tests the waters with a new pricing model for unlimited toppings. By Liz Barrett | Photos provided by Toppers Pizza

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ast August, Whitewater, Wisconsin-based Toppers Pizza launched a “Straight-Up Pricing” model in all 76 of its stores. According to vice president of marketing Scott Iversen, any pizza with more than two toppings now costs the same, regardless of how many toppings a customer piles onto his pie—and Toppers offers 30-plus toppings to choose from.

When PMQ heard this news, we wanted to know how the unlimitedtopping change affected Toppers’ food costs, what the brand’s franchisees thought, and if sales increased or decreased. Iverson answers all of our questions and more in this exclusive—and insightful—interview. Could your pizzeria be a candidate for fixed pricing, too?

PMQ: WHY DID TOPPERS DECIDE TO TRY A FIXED PRICE FOR UNLIMITED TOPPINGS? Scott Iversen: It was born out of the idea that customers want to be able to customize everything. If you look at the successes of the Chipotles of the world, guests are making their food their own creation. Pizza has always been a customizable food, but we have, as an industry, taught people that in order to customize it, we’re going to penalize you by charging you for every topping.

We just wanted to make it very simple and say that Toppers is the place you could come and customize to your heart’s content for one price—straight up.

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PMQ: WAS THIS INSPIRED BY FAST-CASUAL PIZZERIAS THAT USE A SIMILAR PRICING MODEL? Iversen: Yes, that was a place of inspiration. In many ways, we’ve been doing things that the fast-casual pizza players have done for a long time, such as offering unusual toppings like tater tots, macaroni and garlic-roasted tomatoes.

PMQ: HOW DID ONLINE ORDERS PLAY INTO THE MENU CHANGE? Iversen: We do about 50% of our transactions online and noticed that online consumers were customizing their pizzas even more than those calling in. Just like in a fast-casual environment when you walk down the line and tell them what you want, you do a similar thing online when you choose toppings. It’s much easier to create what you want when you aren’t restricted.

“We studied this quite a bit and tried the unlimited toppings in a few test markets prior to launching it across the system. Our ideal food cost changed by about half a percent. Not significant.”

— S C OT T I V E R S O N , TO P P E R S P I Z Z A 56

PMQ: HOW HAS YOUR BOTTOM LINE BEEN AFFECTED NOW THAT CUSTOMERS CAN GET UNLIMITED TOPPINGS? Iversen: It’s been great. Our transactions (since the pricing change) were up about 3% versus the prior year. Our order counts are up in a time when the entire restaurant industry is fighting for order counts.

PMQ: HOW HAVE CUSTOMERS REACTED? Iversen: The change has improved the value perception for our customers. We’ve seen not only new customers, but current customers coming back more often. They’re reporting to us that they think the value is better because we’re unleashing them. We’re saying, “Do what you want,” and we’ve priced the menu so that it works.

PMQ: HOW HAS THIS PRICING MODEL AFFECTED YOUR FOOD COST? Iversen: We studied this quite a bit and tried the unlimited toppings in a few test markets prior to launching it across the system. Our ideal food cost changed by about half a percent. Not significant.

PMQ: WHAT’S THE AVERAGE NUMBER OF TOPPINGS THAT CUSTOMERS ORDER? Iversen: Prior to the change, the average number of toppings per order was probably two to three. After the change, it increased to three to four. It didn’t change dramatically, but perception-wise, people think they’ll go ahead and add that extra topping they wouldn’t have before. It’s about giving the customer what they want and eliminating the feeling of being nickle-and-dimed.

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Toppers Pizza has long been known for its unique toppings and innovative specialty pies.

PMQ: IN THE WORST-CASE SCENARIO, HOW MANY CUSTOMERS WILL PILE ON EVERY TOPPING? Iversen: Well, you see it occasionally. Almost every single one of those is an online order. An order will pop up on the screen that has, like, 30 toppings. Of course, we did a lot of training with the team so they know how to reach out and help the customer understand that the pizza wont cook with 30 toppings on it. When you really dig into the numbers, though, this happens less than 1% of the time.

PMQ: WHAT WAS THE FRANCHISEE REACTION? Iversen: We thought there would be more nervousness, but we had already tested it for six months and were able to show franchisees the impact on food costs and that it raised order counts, so they felt good about it.

PMQ: DID MENU PRICES CHANGE? Iversen: ey did, but, for the most part, they went down. We intentionally lowered base menu prices at most locations as part of the Straight-Up Pricing launch to help improve our overall value perception. e average menu price decrease was by one dollar at most stores.

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Our overall food cost increased by only about .25%, mostly because, during the periods prior to the rollout of Straight-Up Pricing, we implemented some portioning changes in anticipation of customers increasing their average number of toppings. e net result was, our order counts were up signi cantly, our average check was down by an average of 65 cents, and food costs increased by .25% on average. All in all, the decrease in average check and increased food costs were more than o set by the number of increased orders. We are very excited about the momentum we ve created for 2017.

PMQ: HAVE YOU FOUND ANY OTHER TRADITIONAL PIZZERIAS DOING SOMETHING SIMILAR? Iversen: Not that we ve found. A big reason we jumped on it is so we could be known as that pizza place that doesnt charge for toppings. It s working for fast-casual restaurants in that you get to personalize and customize, very simply, with a xed price. Besides, we re Toppers, and we re all about toppings!

Liz Barrett is PMQâ&#x20AC;&#x2122;s editor at large.

PMQ Pizza Magazine The Pizza Industryâ&#x20AC;&#x2122;s Business Monthly

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Kyle Rosch of Brenz Pizza Co. won his second straight Best of the Midwest pizza competition and earned a hefty cash prize at this year’s Mid-America Restaurant Expo (MARE) in Columbus, Ohio.

Ryan LaRose of Leone’s Pizza took third place in the U.S. Pizza Team’s Fastest Pie Maker event at MARE.

The U.S. Pizza Team held events for Fastest Pie Maker, Fastest Box Folder and Largest Dough Stretch at MARE.

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BEST

OF THE

MIDWEST

2017 After his second straight Pizza Pizzazz win in Columbus, Ohio, Kyle Rosch says it’s all about the dough. Photos by Daniel Lee Perea

K Forty-four pizza makers competed for the Best of the Midwest title.

yle Rosch, who recently won his second straight Pizza Pizzazz competition at the inaugural Mid-America Restaurant Expo (MARE), says the secret of his culinary success isn’t exactly a secret: It’s all about the dough.

Rosch has become a familiar face at Pizza Pizzazz, held annually at MARE (formerly the North America Pizza and Ice Cream Show, or NAPICS) in Columbus, Ohio. After winning last year’s traditional category for Brenz Pizza Co. in Chapel Hill, North Carolina, he returned to win top honors again in 2017 with a Bianca Rossa pie. “I’m really surprised and honored to be in the finals, much less to win the top prize, but I really think it’s our dough,” Rosch said in a post-event press release. “We have the best dough recipe out there. I like to let it sit no less than 48 hours, and sometimes 72 hours, in the cooler. We touch it to determine when it’s perfect.”

For his Bianca Rossa, that “perfect” dough gets brushed with olive oil and dolloped with tomato sauce. Rosch tops it with fennel sausage and grated provolone, plus mozzarella and fresh mozzarella. After baking, he garnishes the pie with a chopped tomato salad, julienned fresh basil and shaved Pecorino Romano, then brushes the crust with garlic butter.

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John Hunt of Big City Pizza won second place in the Best of the Midwest pizza contest.

Ashley Parthemore of Michael Angelo’s Pizza earned top honors in the Fastest Box Folder category.

Rosch outbaked 44 competitors to earn the $5,000 cash prize and the prestigious Best of the Midwest title.

John Hunt of Lexington, Kentucky’s Big City Pizza took second place—and a $1,000 cash prize—with the company’s Tipsy Chicken, which blends beer cheese, grilled chicken and bacon and is finished with a sweet and smoky bourbon glaze. Alex Garcia of Flo’s Pizzeria in Grand Rapids, Michigan, won third place and $500 with the Maui Wowie, which features marinated chicken, ham, bacon, pineapple, mozzarella and tomato sauce and gets a postbake drizzle of pineapple sriracha sauce and a sprinkling of coconut flakes.

Iron Chef America judge Mario Rizzotti emceed the contest. “This was a very tough competition, but you did yourself proud,” he told the event’s finalists. “These were pizzas made at the highest level.”

NEWCOMERS STEAL THE SHOW Rosch may have been a two-time winner, but newcomers stole the spotlight in the U.S. Pizza Team’s Winter Athletic Events, also held at MARE this year. Competition categories included the Fastest Pie Maker, Largest Dough Stretch and Fastest Box Folder, with 15 competitors joining the action.

First-time competitor Landon Butler of 600 Downtown, located in Bellefontaine, Ohio, earned first place in the Fastest Pie Maker event, which requires competitors to slap out five 10-ounce pizza doughs and place them on a 62

The crew from Caliente Pizza & Draft House celebrates a pair of top-three finishes in the U.S. Pizza Team’s Winter Athletic Events.

10” screen as quickly as possible. Finishing a close second was Josh Jimmerson from Caliente Pizza & Draft House in Pittsburgh, with longtime USPT member Ryan LaRose of Columbus-based Leone’s Pizza taking third place.

Next up was the Largest Dough Stretch, in which the pizza athlete must stretch out an 18-ounce dough ball as widely as possible in five minutes. Newcomer Butler again claimed the first-place medal. Second place went to LaRose, while new competitor Matt Hickey of Caliente Pizza & Draft House scooped up third place.

The final event was the Fastest Box Folder, requiring each competitor to fold five 14” boxes as quickly as he can.

First place went to Ashley Parthemore of Michael Angelo’s Pizza in Rushsylvania, Ohio. Parthemore has competed in several USPT events in the past. Second and third places were taken by first-time competitors Tiffany Westfall of 600 Downtown and Scott Simpson of Caliente Pizza & Draft House, respectively.

This year’s USPT Winter Athletic Events drew one of its largest contingents of competitors in recent history, noted Brian Hernandez, the team’s coordinator.

PMQ Pizza Magazine created the U.S. Pizza Team in 2000. The team’s sponsors include Grain Craft, California Milk Advisory Board, Gordon Food Service, Sofo Foods, LaNova, Paradise Tomato Kitchens, Bag Solutions, Fontanini Meats, Lillsun, Marsal and Sons, Univex, Presto Foods, Pivetti and Lloyd Pans.

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9

Steps to a more

PROFITABLE

PIZZERIA MENU It’s time to spring-clean your pizzeria menu, starting with these nine proven ways to boost your bottom line. By Liz Barrett

T

here are more than 1 million restaurants in the United States, according to the National Restaurant Association. Depending on how many restaurants serve your city, you could potentially be competing against thousands of menus, all gunning for your guests’ hard-earned dollars. So how do you make sure you’re offering customers what they want while still ensuring the highest profitability for your pizzeria? PMQ sat down with menu engineer Gregg Rapp of Menu Technologies in Palm Springs, California, to find out how both sides can win by following these nine steps to profitability in menu design.

1

Know where to focus. “Look at your sales mix, including where you’re making the most money and selling the highest volume,” says Rapp. “If you’re selling mostly large pizzas, start costing them to set the best price and position for your menu. Going through this step, you may discover that you’d make the most profit by focusing on one size of pizza only.”

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One way you can make a menu more readable is by categorizing your pizzas, Rapp says.

2

Offer signature pizzas. If you aren’t already offering signature pies with preselected toppings, Rapp advises starting. “Signature pizzas sell better than the build-your-own option because there’s no wrestling over what everyone wants,” he says. “Additionally, you’ll find guests will order more salad and breadsticks when they aren’t spending all of their time trying to choose toppings.”

3

Think carefully about where you place items on the menu. The first section of the menu to draw a guest’s eyes is the upper right side of the page, so this is a perfect spot for your signature pizzas, according to Rapp.

“Put your most profitable items on the upper right, and place the items that don’t need that focus, such as the build-your-own-pizza options, on the back of the menu.”

4

Don’t bury your pizza prices. In menu engineering, it’s customary to bury prices and avoid lists, but Rapp says that doing this with a pizza menu can get confusing due to the different sizes often offered on pizza menus. “I’d use a price list for the pizza section of the menu so it’s not confusing for the customer,” he says. “In other areas of the menu, such as the pasta section, you can list the price immediately following the description, without a dollar sign.”

5

Make your menu easy to read. Most people see reading as work, according to Rapp, so he suggests using tools, such as boxes, to make reading your menu as easy as possible and to showcase menu items that make you the most money. “A box will draw eyes away from

“If you’re selling mostly large pizzas, start costing them to set the best price and position for your menu. Going through this step, you may discover that you’d make the most profit by focusing on one size of pizza only.”

— G R E G G R A P P, MENU TECHNOLOGIES 66

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Rapp worked with That’s A Some Pizza in Bainbridge Island, Washington, to redesign its menu. On the left is the original menu while the new one is on the right.

a page full of text,” he notes.

Except for the boxes you use to highlight your profit powerhouses, Rapp suggests removing all other lines, including margin lines. “Keep the menu open, without a rule around the outside and no patterns behind the copy,” he says. “Black on white is the easiest to read.”

6

Draw eyes to a food illustration. In the past, many menus were filled with photos of delicious food designed to entice ordering.

However, according to Rapp, new research suggests that when we see a picture of food, we taste it a little bit, at least in our minds. “When the food arrives after first seeing it in a photo, it’s not as tasty,” he says.

“Our first bite [the one in our mind] always tastes better than our 10th bite. Plus, the photo never matches the actual food.”

An illustration, however, is different. “An illustration has more of a fantasy to it,” he says. “One illustration can pull attention toward an item and help raise its sales by 30%.”

That perfect bake.

Every time.

We are innovating how pizza is made.

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The Importance of Costing One of the most important aspects of creating a profitable menu is understanding the cost breakdown of your menu items, says menu engineer Gregg Rapp. “You don’t have to use a measuring cup for your mozzarella or count the pepperoni you’re placing on a pizza, but you need to have a general idea of what a pizza costs you before you can price it for profit,”

7

Woo the guest with strong food descriptions.

When you talk to people about your pizza, do words such as hot, delicious, savory, cheesy, homemade, gourmet, authentic and unbelievable come out of your mouth? Are you using these same words on your menu to describe your pizza, or do you offer a simple line that reads something like “Large Pizza”? “The more copy there is to describe an item, the price will go down and the value will go up in a customer’s mind,” Rapp says. “Use as many strong, vivid descriptions as you can to build value into your menu items, putting the ingredients first and the more descriptive copy second.”

8

Keep menu categories small. The faster guests can read the menu and place an order, the better it will be for you and them, according to Rapp. No one wants to read your entire menu, so Rapp suggests breaking everything from appetizers to pizzas down into manageable categories of no more than seven items each. “You can even separate specialty pizzas into chicken pizzas, vegetable pizzas, meat lover’s pizzas, etc.,” Rapp adds.

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says Rapp. “It’s important that one person be in charge of costing so it’s the same across the board. It doesn’t even have to be the owner; it could be a cook or a server. It’s just important to get it done, and done correctly. You can’t guess on everything because it will eventually result in garbage in, garbage out.”

“Use as many strong, vivid descriptions as you can to build value into your menu items, putting the ingredients first and the more descriptive copy second.”

— G R E G G R A P P, MENU TECHNOLOGIES

9

Take slow sellers off the menu. Your Aunt Martha’s lasagna may be your favorite thing on the menu, but if you sell only one a week, it may be time to replace it with something from Uncle Joe. Rapp says you should take slow sellers off the menu, but you can keep them available for a few months as “secret” menu items.

Who knows? They may develop a new following when they’re harder to get!

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

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An Argument for Individual-Size Pizzas You may have noticed the industry leaning toward offering more gourmet-style, individual-size pizzas lately. Menu engineer Greg Rapp says that’s no surprise when you consider that costing and tracking individual-size pizzas is much easier than their extra-large counterparts.

“In advanced menu engineering, we get into breaking down how to cost large pizzas for multiple guests,” says Rapp. “With an individual pizza, you need to break down cost for only one consumer. Ordering is also easier for the guest, since several people don’t need to agree on toppings.”

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Ways FAILat

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E-mail You can give your sales a booster shot with a smart email marketing plan, but only if you avoid these rookie mistakes.

By Bruce Irving

E-mail marketing can be rocket fuel for your pizzeria business. As a former pizzeria operator turned marketing consultant, I advise my clients to take full advantage of the power of email to better reach both their admirers and their critics and to expand their marketing reach. But some pizzeria owners need a crash course in email marketing. Here are the five major rookie mistakes to avoid in your email program:

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Bonus Tip—Getting Facebook Likes Want an easy and quick way to boost your Facebook analytics? Email people and ask them to “like” your Facebook page instead of just individual posts.

Research shows that even on heavily viewed and liked posts, up to 50% of those users haven’t actually liked your page.

1

Not collecting emails on your website. At some pizzerias, 50% of revenue is generated by delivery sales. If you have online ordering, you’re likely to automatically capture 20% of your customers’ emails through that transaction. What about the other 30% of your delivery customers, those who come to your website to browse the menu, check out your specials and write down your phone number? You’re wasting a great opportunity if you don’t offer website visitors an opt-in button so they can share their email address with you. But how do you persuade them to give you that info? The enticement can be as straightforward as a weekly drawing to win a free pizza by

information with you. You didn’t mean to be rude; you just forgot to send it, or you didn’t know what to say. By the time that prospective customer finally gets your email, he has forgotten what he signed up for and may have lost interest in your restaurant entirely. The simple fix is to install an automated follow-up system on your email marketing program so that anyone who opts in on your website and leaves an email address gets an immediate response, preferably with a hard-to-resist offer that will bring them right back. Companies like MailChimp and Constant Contact both offer this can’t-lose function.

Write your emails like you’re writing a personal note. Learn how to use those cute little emojis. Keep your sentences short, with spaces between paragraphs, and keep your paragraphs concise. clicking on a box and entering a name and email address.

That’s a great way to capture emails for website visitors who otherwise would have walked in or called and never shared the information. Sure, you might get a phone number or two from those customers, but nowadays the telephone is not a very effective way to market. You’re not going to call people on the phone and tell them about your specials.

2

Not sending response or reach-out emails once you have the email address. Imagine yourself as the customer who doesn’t get that initial email until two or three months after he first shared that precious

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3

Not formatting your emails—or your website— for mobile phones. With more smartphone-using millennials driving your business, it’s a simple fact that 90% of that pizza-powering demographic will check email on their phone first. I might not be a millennial myself, but I have to be plugged in to do my job. If I check an email on my phone and can’t read it because it’s not formatted for mobile, I immediately hit delete. People who depend on their phones for information are not taking the time to go to their laptops or desktops to read. What’s your best move? Have your service provider send you a test message before you blast out a mass email. Take a close look at the message on your own mobile device. Is it

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If you let people on your email list know ahead of time when they can expect emails from you, your “open” rate will improve, and your “unsubscribe” rate will go down. easy to read? Is the overall message easily digested on the smaller screen and formatted to look good when framed on a 2”-by-4” vertical and horizontal platform?

4

Using a template. I say, make your emails personal, and—whenever appropriate—ditch the formatted variety so you can communicate, one person to another.

Remember that emails, however modern, are basically a note from you to one specific person. Write your emails like you’re writing a personal note. Learn how to use those cute little emojis. Keep your sentences short, with spaces between paragraphs, and keep your paragraphs concise.

If you’re really feeling daring, discard the template option altogether and use plain text. I guarantee it will be just as effective in getting the response you’re after. Just make sure your hyperlinks don’t break, and be reassured that your plain-text emails will stand out from the competition and show your customers you’ve put in the personal time to reach out.

5

Lacking consistency in your email processes.

When customers opt into your list and share their email addresses with you, make sure you respond quickly with an explanation of what they can expect next from you. For example, I might let an opt-in participant know that I send emails every Tuesday: “This is Bruce, and you can expect this course of emails over the next few months. We give away two free pizzas every Monday, and we’ll announce the winners in your Tuesday email.”

If you let people on your email list know ahead of time when they can expect emails from you, your “open” rate will improve, and your “unsubscribe” rate will go down.

Sending emails inconsistently is a sure recipe for having potential customers unsubscribe and disappear into the competitive fog.

Bruce Irving is the marketing visionary behind SmartPizzaMarketing.com and host of the weekly Smart Pizza Marketing podcast. On his podcasts, he interviews the leading minds of the pizza restaurant industry. Irving, a top marketing consultant and former pizzeria owner, also hosts PizzaTV’s Marketing Insights livestream program, which streams at 8 p.m. (ET) every Tuesday on Facebook. You can listen to his Smart Pizza Marketing podcast at smartpizzamarketing.com, or hear him speak at conferences about how to better use social media in your restaurant or small business.

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PIZZA WITHOUT BORDERS

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

By Missy Green

Tips for the World Pizza Championship: Keep the Heat Off the Meat!

A

SALUMI AMO

s the U.S. Pizza Team heads to Italy for the World Pizza Championship in May, it is certain some food faux pas will be made. I interviewed several Italians from different regions to shed light on food norms to which Americans should be privy when competing (or eating) in Italy. And since the big event takes place in Parma, what better topping to focus on than salumi?

Salumi is best translated into English as “cold cuts” or “deli meats.” It should not be confused with salami, which falls under the general category of salumi.

Salumi is considered to be all of those largely pork-based meat products that have been salt-cured. It comes in cooked (cotto) and raw (crudo) varieties and is safe to eat with no additional cooking.

In fact, heating crudo products can be a serious offense to Italians and “should never be done,” according to the Istituto Valorizzazione Salumi Italiani, which adds the following advice: “We know that deli meats are often added before, as well as after, cooking a pizza. However, from our experience, a raw product should be added at the end. The warmth of a freshly baked pizza softens the [thinly cut] slices, without making them too dry or very salty. Cooked products may be added at the beginning or halfway through cooking, but you should always try not to let them dry out and lose their softness. Ideally, you would use the cooked deli meats in ‘closed’ preparations—for example, with a calzone—which preserves the characteristics of the deli meat. If you have a good ingredient, it’s best to enjoy it in its most natural state.”

So, while some of the cotto varieties, like ham and pepperoni, have been spotted on pizzas before going into the oven, it’s not officially condoned by Italian cuisine purists. Also, there is a strongly held belief that charred meats are associated with cancer. So, if you bring your own pepperoni from the States to the World Pizza Championship, getting that crisp edge may be seen as a rookie move by Italian judges. In other words, better soft than sorry.

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The Salumi Question Who knew cold cuts could be so controversial? We asked several Italian pizza pros when to put salumi on a pie, and everyone had a slightly different answer.

Matteo Ruvolo, Milan Pizzaiolo and instructor, Scuola Pizzaioli Europei “For the most part, prosciutto crudo, bresaola and speck go on after the pizza is cooked. There is an exception to the rule, but, in general, it’s better to put any type of salumi that is seasoned and relatively dry under the cheese if you’re going to put it on the pizza before it goes into the oven.

Once certain cured meats caramelize in the oven, they can become carcinogenic.”

Paola Laghetti, Verona Official translator for the U.S. Pizza Team “Prosicutto cotto (ham) and salame piccante (pepperoni) can go in the oven with the pizza. But prosciutto crudo and speck should always go on after baking. You can always find someone who does it a different way, but it’s not the ‘right’ way to do it.”

Marianna Iodice, Bari Journalist, Pizza e Core and RistoNews.com “We have several different kinds of salumi, some of which are good before the oven and some after, but I think there is no rule for this. Only prosciutto crudo is never put on the pizza before it goes into the oven, because it will lose its characteristic flavor and texture. Generally, prosciutto cotto and salame (mild or spicy) go on the pizza before the oven, but we can find some recipes where they go on after the oven. Keep in mind that a Neapolitan pizza stays in the oven only three minutes at 350° to 400°, and the toppings never get charred!”

Bernardo Garofalo, Catania Master pizza chef and instructor, Italian Pizza Makers Association “It’s not a question of under or on top of the mozzarella—all cold cuts should be placed on a pizza only after it has been cooked!”

Paola Laghetti’s 10 Italian Food Commandments Salad: We never start our meals with salad.

We just use it as a side plate for the second course (meat or fish).

Wine: We try our best to pair wines with our food. White wine goes with fish and some kinds of pasta or risotto; red wine goes with meat. (Bubbles are only served as an aperitif or with desserts.) Now there is a new trend to pair beers with the kind of pizza you are eating.

Pineapple: Pineapple is never an option as a pizza topping.

Mozzarella: Provolone, Asiago and other cheeses can never replace mozzarella on your pizza. They are just another kind of topping.

Pecorino Romano: This is not a substitute for Parmigiano-Reggiano (or Grana Padano)— it’s considered a very poor cousin! It can be quite good on some kinds of pasta, however.

Cappuccino: It’s only a morning drink! You can choose between cappuccino or espresso as your breakfast beverage, but cappuccino should be forbidden by law after 10 a.m. When you see someone having a cappuccino with lunch…well, no comment!

Pizza base: No mayonnaise or any other creamy sauce should ever serve as the base for your pizza!

Fettuccine Alfredo: My husband is called Alfredo, an old-fashioned name. He is a smart and nice guy. That’s it! We have nothing to do with Alfredo sauce on fettuccine or spaghetti.

It does not exist in Italy!

Chicken: We put a lot of things on pasta, but chicken never goes on pasta or a pizza. Ever!

Salame, coppa, prosciutto crudo and speck: If you bake them on your pizza, you’ll get a salty and bitter taste. These are always to be added after baking.

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More pizza business owners

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read PMQ

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in print and online than any other industry publication.

Are you one of them?

Subscribe or renew your subscription now at PMQ.com/subscribe Or call Sherlyn at 662-234-5481 x120

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Still hot and fresh after 20 years.

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Join

the

Personal & Professional Development Meet and network with teammates from across the USA and around the world.

Support & Troubleshooting Our unique team structure gives you access to both industry experts and ordinary pizza guys who can offer advice and support.

Travel & Competitions You will have multiple opportunities to compete around the country and travel internationally to locales such as Parma, Italy, and Shanghai, China.

WHY SHOULD YOU JOIN THE TEAM? Visit www.pmq.com/March-2017/Join-The-Legacy to follow the success of last year’s teammates from preliminary competitions to winning gold at the World Pizza Championships in our new 2017 USPT video.

TO JOIN THE TEAM

visit www.uspizzateam.com, or contact Brian Hernandez at 662-234-5481 x129, or email brian@pmq.com

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Legacy Ability to Give Back As a member of the U.S. Pizza Team, you are an ambassador for the pizza industry, promoting your pizzeria, the USPT and the food we all love—PIZZA! Build Team Spirit If you want the comraderie but not the competition, an affiliate membership gives you the benefits of being on the team while supporting the competitors.

From Russia With Love!

PMQ Pizza Russia publisher Vladimir Davydov shows off his USPT t-shirt in sub-zero Moscow temperatures as a challenge from the PMQ Russian Pizza Team to PMQ’s U.S. Pizza Team and the PMQ China Pizza Team. Stay tuned May 8-11 for results from Italy.

Visit uspizzateam.com to find out more!

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THE PIZZA EXCHANGE BULLETIN BOARD

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

Thank You

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

So I’m asking you:

please renew!

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

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yeah, you!

Renew your subscription now, or your No. 1 source for industryleading pizza products, technologies and services will simply stop coming one day…and you won’t know why…and you’ll miss us!

Don’t create PMQ Separation Syndrome. We love you and we want you to continue to be part of our PMQ family.

RENEW NOW: ONLINE (PMQ.COM/SUBSCRIBE) | TEXT (662.269.6193) | CALL (662.234.5481 EXT.120) | MAIL THE POSTAGE-PAID CARD IN TODAY!

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April 2017 pmq.com

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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 APRIL 2017 Advertiser

Phone Website

Page

AB Mauri . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 800-772-3971 . . . . . . . . abmna.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 35 AM Manufacturing . . . . . . . . . . . . . . . . . . . . . . . . . . 219-472-7272 . . . . . . . . . ammfg.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 63 Ardent Mills . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 888-685-2534 . . . . . . . . ardentmills.com/highgluten . . . . . . . . . . . . . . . . . . . . . . . . 19 Bellissimo . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 800-813-2974 . . . . . . . . bellissimofoods.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 13 Delivery Bags Depot . . . . . . . . . . . . . . . . . . . . . . . . 844-HOT-BAGS . . . . . . . deliverybagsdepot.com . . . . . . . . . . . . . . . . . . . . . . . . . . . 81 DeIorioâ&#x20AC;&#x2122;s . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 800-649-7612 . . . . . . . . deiorios.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 51 DoughMate . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 800-501-2458 . . . . . . . . doughmate.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 81 Edge Ovens . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 888-480-EDGE . . . . . . . edgeovens.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 43 Fontanini . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 800-331-MEAT . . . . . . . . fontanini.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 27 Galbani . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 800-206-9945 . . . . . . . . galbanicheese.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 23 Grande Cheese . . . . . . . . . . . . . . . . . . . . . . . . . . . . 800-8-GRANDE . . . . . . . grandecheese.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3 Harbortouch POS . . . . . . . . . . . . . . . . . . . . . . . . . . 866-286-8744 . . . . . . . . iharbortouch.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 21 HTH . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 800-321-1850 . . . . . . . . hthsigns.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 82 Infrared Dynamics . . . . . . . . . . . . . . . . . . . . . . . . . . 888-317-5255 . . . . . . . . infradyne.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 47 La Nova . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 716-881-3366 . . . . . . . . lanova.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Back Cover Liguria . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 515-332-4121 . . . . . . . . liguriafoods.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 39 Lloyd Pans . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 800-748-6251 . . . . . . . . lloydpans.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 51 MailShark . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 800-457-4275 . . . . . . . . themailshark.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 80 Mama LaRosa . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 734-946-7878 . . . . . . . . mamalarosa.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 29 Marsal & Sons . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 631-226-6688 . . . . . . . . marsalsons.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 67 MicroMatic . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 866-327-4159 . . . . . . . . micromatic.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 57 Microworks . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 800-787-2068 . . . . . . . . microworks.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9 Middleby Marshall . . . . . . . . . . . . . . . . . . . . . . . . . . 877-34-OVENS . . . . . . . wowoven.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7 Nutella . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . ferrerofoodservice.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . 31 Our Town . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 800-497-8360 x226 . . . ourtownamerica.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 57 PDQ POS . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 877-968-6430 . . . . . . . . pdqpos.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 25 Perfect Crust . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 800-783-5343 . . . . . . . . perfectcrust.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 80 Pierce Chicken . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . poultry.com . . . . . . . . . . . . . . . . . . . . . . . . Inside Front Cover Pizza Butler . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 718 894 1212 . . . . . . . . thepizzabutler.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 82 Polly-O . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . polly-ofoodservice.com . . . . . . . . . . . . . . Inside Back Cover Precision . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 877-R-MIXERS . . . . . . . . pizzamixers.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 69 Slice . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 844-880-2346 . . . . . . . . slicelife.com/pmq . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 59 Somerset Industries . . . . . . . . . . . . . . . . . . . . . . . . 978-667-3355 . . . . . . . . smrset.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 47 Stanislaus . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 800-327-7201 . . . . . . . . stanislaus.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4, 5 Tyson Foodservice . . . . . . . . . . . . . . . . . . . . . . . . . . 479-290-4000 . . . . . . . . tyson.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 14, 15, 17 Univex . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 800-258-6358 . . . . . . . . univexcorp.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 47 XLT Ovens . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 888-443-2751 . . . . . . . . xltovens.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 11 PMQ provides this information as a courtesy to our readers and will not be held responsible for errors or omissions. To report an error, call 662-234-5481 x127.

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THE PIZZA EXCHANGE PIZZA INDUSTRY RESOURCE GUIDE 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

Authentic Flavor for Modern Menus

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

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

CELLONES.COM • 800.334.8438

Contact - Mark Wutz • MWutz@cellones.com

CANDY/MINTS

Easy Way to Drive Traffic hospitalitymints.com

800 334 5181

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

CHEESE

CHEESE SHAKERS

CHEESE SHAKER LIDS

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

CHICKEN

1-888-400-9185 speedlinesolutions.com COMPUTER SYSTEMS: POINT OF SALE

The BEST Pizza POS OS OS

877-968-6430 PDQpos.com

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

CONSULTING

CUTTING BOARDS - EQUAL SLICE

Pizza Technology that Delivers.

www.granburyrs.com

800.750.3947

DESSERTS

Be Inspired. Be Creative. Be Original.

Red, White, and Blue Pizza with Nutella速

Fried Pizza Dough with Nutella速

Breakfast Pizza with Nutella速

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

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THE PIZZA EXCHANGE PIZZA INDUSTRY RESOURCE GUIDE DESSERTS

DOUGH DIVIDERS/ROUNDERS

Now Offering Gelato & Tiramisu Cups

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

Make it count

DOUGH

DOUGH PRESSES, ROLLERS

DeIorio Foods

@DeIorios

blog.DeIorios.com

DeIorios.com

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

DOUGH TRAYS/PROOFING TRAYS

www.mamalarosafoods.com

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

DOUGH DIVIDERS/ROUNDERS • 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

pmq.com/Recipe-Bank/

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THE PIZZA EXCHANGE PIZZA INDUSTRY RESOURCE GUIDE DOUGH TRAYS/PROOFING TRAYS

FLOUR

When Dough Matters!

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

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

FOOD DISTRIBUTORS

ORDER DIRECT

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

WWW.DOUGHTRAYS.COM

FLOUR, GLUTEN-FREE Scan for Demo

“Consistently Delicious!”

Premium Flours Make Gluten-Free Tasty & Easy!

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

FOODSERVICE, PRIVATE LABEL AND RETAIL PRODUCTS

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

FLOUR

Exceptional pizza starts with exceptional flour.

Traditional Pizza Flours, Whole Grain Flours, Pizza Crust Mixes, Private Label Packaging, Proprietary Blending, Custom Development

FRANCHISING

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

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

SUB-CULTURE

FOR PIZZA OPERATORS Call Brian @

732-292-8272

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

ALWAYS WITH YOU.

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

pmq.com/Recipe-Bank/ April 2017 pmq.com

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THE PIZZA EXCHANGE PIZZA INDUSTRY RESOURCE GUIDE FRYERS

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

BE THE

E

&

D E L I C I O U S ™ WHOLES

KING OF

OME & DELICIOUS

™

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

Scan for Demo

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

Premium Flours Make Gluten-Free Tasty & Easy!

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

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 HOTEL ROOM KEYS

MANAGEMENT

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

PIZZAROOMKEYS.COM • 866-912-3539

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

INSURANCE

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

MACHINERY/EQUIPMENT

1-800-426-0323

www.northernpizza.com

Ovens Mixers Prep Tables Walk-ins Parts Smallwares

MAGNETS

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.

Are you a pizza-making genius?

MARKETING IDEAS A Gift For Your Customers

Or Retail Promotion

Custom Branded Bottle Openers

Reasonable Minimums

Set Your Pizzeria Apart From The Rest!

Made in the U.S.A.

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

PROVE IT!

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

• Pizzas • Wings • Appetizers • Flatbreads • Entrees • Salads

• Desserts • and More!

Submit your recipes TODAY at PMQ.com/recipebank! www.pizzatv.com April 2017 pmq.com

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THE PIZZA EXCHANGE PIZZA INDUSTRY RESOURCE GUIDE MIXERS

OLIVES

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

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

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

www.pizzamixers.com • 1-877-R-MIXERS

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

ON HOLD MARKETING

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

Globe Food Equipment Co. | www.globefoodequip.com

MIXERS

ONLINE ORDERING

1000+ Restaurants Extensively Developed Fast. Secure. Easy.

The Original Variable Speed Mixer

Varimixer Strong as a Bear.

800-222-1138

$99 Monthly 0% Commission Go Mobile Today!

www.varimixer.com V6OP

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

imenutogo.com

718 676 7554

MOISTURE-ABSORBENT TOPPINGS CONDITIONER/SUPPLIES

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

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THE PIZZA EXCHANGE PIZZA INDUSTRY RESOURCE GUIDE PIZZA BOXES

PIZZA BOX LINERS

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

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

PIZZA BOX LINERS

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

$13.49

www.pizzatv.com

$10

ATE FLAT R ING SHIPP

1-844-HOT-BAGS

Satuisafaractniotened! g

www.deliverybagsdepot.com

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

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THE PIZZA EXCHANGE PIZZA INDUSTRY RESOURCE GUIDE PIZZA DELIVERY THERMAL BAGS

PIZZA DELIVERY THERMAL BAGS

PIZZA MARKETING

ALWAYS WITH YOU.

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

pmq.com/Recipe-Bank/

APRIL SPECIALS

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THE PIZZA EXCHANGE PIZZA INDUSTRY RESOURCE GUIDE 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 EARTHSTONE OVENS, INC. ...............6717 San Fernando Rd...................Glendale, CA 91201 800-840-4915 .......................Fax: 818-553-1133.......................... www.earthstoneovens.com All units UI listed. www.univexcorp.com Tel. 800-258-6358 Fax. 603-893-1249

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

MARSAL & SONS, INC. ................................................ The new standard in the Pizza Industry Brick Lined Deck Ovens • Standard Deck Ovens • Prep Table Refrigeration 631-226-6688......................... marsalsons.com ........................ rich@marsalsons.com WOOD STONE CORPORATION......................................Stone Hearth & Specialty Commercial Cooking Equipment..................................... 1801 W. Bakerview Rd ............Bellingham, WA 98226 TOLL Free 800-988-8103 .....................Fax: 360-650-1166 ...........woodstone-corp.com

PIZZA PANS

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 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 April 2017 pmq.com

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THE PIZZA EXCHANGE PIZZA INDUSTRY RESOURCE GUIDE PIZZA PEELS

PIZZA SUPPLIES

• Pizza Preparation and Delivery Products •

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

ALWAYS WITH YOU.

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

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

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THE PIZZA EXCHANGE PIZZA INDUSTRY RESOURCE GUIDE 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

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

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

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

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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

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.

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” X-Large 12-Cut 18.99

taco

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

Pizza Hut Socal DH B 08 16.indd 2

Veggie

Punxsutawney 814-618-5653

207 N. Hampton Ave

©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 April 2017 pmq.com

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THE PIZZA EXCHANGE PIZZA INDUSTRY RESOURCE GUIDE PRINTING

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TOMATO PRODUCTS

with a real passion for fresh-packed product

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.

njfco.com | 800.291.3862

www.pizzatv.com

ALWAYS WITH YOU.

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

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(631) 226-6688

PMQ Pizza Magazine The Pizza Industryâ&#x20AC;&#x2122;s Business Monthly

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THE PIZZA EXCHANGE PIZZA INDUSTRY RESOURCE GUIDE SCALES

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

Pizza@YamatoCorp.com 262-236-0000

SPICE FORMULATION, BLENDING & PACKAGING

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WINGS

TELEPHONE EQUIPMENT/SUPPLIES/SERVICE Specializing in voice and data communications service, repair, installation, sequencers and on-hold messaging.

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YEAST

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

pmq.com/Recipe-Bank/ April 2017 pmq.com

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PIZZA HALL OF FAME www.pizzahalloffame.com (Clockwise from top left) Frank Mazella makes pizzas for the Boy Scouts, including his son, Silverio, in 1964; Mama Leone’s advertises its new location in Gaylord, Michigan; Frank settles into their Gaylord location in 1970; Frank and Yolanda, with son Frank, pose at the pizzeria in 1968.

Mama Leone’s Italian Restaurant Over multiple generations, pizza has ignited romances and forged strong family bonds at this mom-and-pop gem in northern Michigan. By Tracy Morin

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hen 18-year-old Frank Mazzella arrived Stateside from the island of Ponza, Italy, in 1948, he settled in the Bronx in New York, living with relatives, working construction and pitching in at an Italian cafe and pizzeria. But his life would change when, in 1952, Frank visited a friend in Detroit and went for pizza at Amato’s. “That’s where he saw my mother, Yolanda,” recounts Silverio Mazzella, son of Frank and co-owner of Mama Leone’s Italian Restaurant in Gaylord, Michigan. “He said she was going to be his wife, and she said, ‘You’re outta your mind!’”

Only two weeks later, Frank moved to Detroit to court Yolanda, snagging a job at Amato’s making pizzas. Next year, they married and opened their own first business, Ponza Pizzeria. Thanks to brisk sales, the couple opened two more: Frank’s in 1956 and Francisco’s

in 1960. But, a decade later, Frank and Yolanda vacationed with their two sons in northern Michigan and fell in love with the area. They soon moved to Gaylord and opened Mama Leone’s in a 1,500-square-foot pasty house (which in five years would expand to 5,000). “Everything was made from my mom and dad’s family recipes,” Silverio notes. “Neither had any formal training, but they learned, getting better and better as they went. And we still keep everything authentic.”

Frank and Yolanda passed away in 1991 and 2014, but that authenticity has survived through a stream of close-knit family members. Silverio, now 62, laughs that his first bassinet was a pizza drawer; like his father, he met his wife, Tina, at the pizzeria when she became an employee 44 years ago. Their son, Silverio, also grew up in the business and now works alongside

his wife, Jessica. The intermix of generations creates an “old school meets new school” effect: social media engagement even though the pizzeria still sports a vintage cash register, oldtime favorites on the menu juxtaposed with new trends like gluten-free pizza and pasta.

Silverio believes the business has remained successful thanks to a focus on food quality, community involvement, consistency and personal customer connections cemented over the decades. “You have to be willing to work and not get discouraged or cut corners,” Silverio concludes. “As independents, we have to do it the right way, and we can do a little extra.

The little things are what make a family-owned place great. It’s a tough business, but you look back at a lot of good memories and a lot of good friends.”

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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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Polly-O_AdCamp_PMQ_7.875x10.875.pdf

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You’re passionate. Which means you’ve got standards when it comes to your ingredients. And cheese is no exception—it’s a big deal.

We get it. Cheese is a big deal to us too. We’ve built our history of award winning cheeses by using real New York dairy and traditional Italian methods. It has to be delicious, and it has to deliver taste, texture and performance because we know you can’t have it any other way. And neither can we.

For more information about Polly-O, please visit polly-ofoodservice.com

MOZZARELLA

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RICOTTA

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FRESH MOZZARELLA

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CURD

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