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PMQ PIZZA MAGAZINE | September 2017 | Volume 21, Issue 7



THE The Pizza Industry’s Business Monthly |


How Master Pizza owner Michael LaMarca strikes a perfect balance between family man and pizza rock star. PAGE 34

Drink about More in the pizzeria Profits With pop-ups and Specialty Teasshizz. PAGE 46 XX

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Using Your POS System to Fight Credit Card Fraud PAGE 54

How to Cash in On Brand-Name Ingredients PAGE 62

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Featured Video at BACK TO SCHOOL: A PIZZATV FOCUS GROUP In our first-ever back-to-school PizzaTV special, PMQ test chef Brian Hernandez sat down with a select focus group of very cute pizza consumers—Jemma, Jace and Mason—to talk pizza recipes, tipping delivery drivers and Catwoman’s favorite pizza, which is, of course, cheese…no, pepperoni…no, definitely cheese. Watch the video online at

Exclusively On

Too Much Price, Too Little Value?

The Story Behind Blaze Pizza’s Record Growth

Restaurant traffic remained weak in the second quarter, and an analyst with the NPD Group thinks she knows why. “The industry is just not addressing the needs of the marketplace,” Bonnie Riggs told recently. Find out what she means at

Blaze Pizza opened its 200th restaurant in July, marking the fastest start in foodservice history. Having LeBron James as an investor helped fuel the growth, but strategic partnerships played a role, too. Learn more about this success story at

Will Tip Pooling Soon Be Legal Again?

Achieving the Perfect Pizza Sauce Proportion

President Trump’s Department of Labor wants to make it legal for some restaurant owners to pool tips again. The proposed rule change would apply to restaurants that pay the full minimum wage to tipped employees. Read more about it at

There’s a highly effective method for acquiring the right amount of pizza sauce every time without using a scale. It starts with a three-ounce spoodle and a method called “saucing by angles.” Dan Risner of PizzaSkool explains the technique at


PMQ Pizza Magazine The Pizza Industry’s Business Monthly

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E | Septem



| Volume 21, Issue 7





’s Busines Industry s Monthly

The Master Plan

The Pizza



N MasterPLA•

pizza rock star, LaMarca is a PAGE 34 ly first. owner Michael Master Pizza learned how to put fami but he's

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PLUS: profitsriawith in thet pizze More abou Drink teasshizz. ialtyand pop-ups spec

System Using Your POS it Card Fraud to Fight Cred

In on How to Cash Ingredients Brand-Name PAGE 62



When Master Pizza CEO Michael LaMarca learned how to manage his business—instead of letting the business manage him—he also found the perfect balance between being a family man and a pizza industry rock star. By Rick Hynum



Tea Party


With a reputation for health benefits and flavor-packed new varieties springing up every day, signature teas can brew up profits for your pizzeria’s beverage menu. By Tracy Morin

46 54

Fighting Fraud With a few simple tweaks to his POS system, this pizzeria owner has found a way to protect himself against fraudulent credit-card chargebacks. By Rick Drury


Cashing in On Name Brands From Oreo’s to Reese’s Pieces, customers will pay more for a menu item made with name-brand products they love. We explain how to use these branded ingredients to boost your check averages. By Liz Barrett



Nightclub & Bar: Best of Show From plastic glassware to deep-fried cheese curds, the PMQ staff reviews the best moneymaking products at this year’s Nightclub & Bar Show.




62 8

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In Lehmann’s Terms: Preventing Moisture Loss Is Key to a Softer Par-Bake Crust Tom “The Dough Doctor” Lehmann explains why anti-staling additives probably won’t solve your problem of overly firm crusts.



New York’s Finest: Peach Gorgonzola Chicken Pizza This sweet and savory combo is delicious, unique and a healthier choice for your guests.


Think Tank: How to Increase Your Lunch Sales Direct mail with lunch-special coupons and email blasts to local businesses are two recommended strategies for solving this age-old pizzeria problem.


What’s Your Story? Mama Giuseppa’s Albert Hecker shares his family’s journey from operating a pizzeria to launching a pasta sauce company.



Recipe of the Month: Pizza Bianca Ricotta and mozzarella cheeses paired with zucchini and asparagus make this a perfect signature pizza, especially for vegetarians.


Pizza Without Borders: Hold the S: Domino Pizza Is Not to Be Confused With That Other Company This pizza chain in Israel has little in common with a certain corporate giant—except for its name. Also, is moringa the world’s next superfood?



Online at


From the Editor


From the Inbox




The Art of Marketing


Product Spotlight


The Pizza Exchange

Check out our digital and tablet editions for bonus video and editorial content. Visit to view the digital edition, or download our tablet app at iTunes, Google Play and

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Pizza Hall of Fame: Cottage Inn Ann Arbor’s first pizzeria started franchising in the 1980s, but it has experienced its biggest growth in the past few years, including adding its first location in China.



SmartMarket: Turning New Movers Into Loyal Customers Every family that moves into your community is an opportunity to expand your base of loyal customers, with help from Our Town America.


Idea Zone: The Pizza Pie Tower: A New Eye-Catching Display for Slices The Pizza Pie Tower saves space on your counter and creates a modernlooking presentation your customers won’t soon forget.

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

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

Ready to Make a Commitment


s I write this column, the news just broke that married actors Anna Faris and Chris Pratt have split after eight years. They’re both, by all accounts, genuinely likable and decent people, so I’m sorry they’re going through such a hard time. But let me be clear: I intend to make Anna Faris my own. I’ve had a crush on Faris—the ridiculously cute, smart and funny star of TV’s Mom, films like The House Bunny and the podcast Anna Farris Is Unqualified—for years. Sure, at 40, she’s a little young for me, but, fortunately, I’m immature for my age. This will be a big step since I generally don’t like to make, you know, romantic commitments. Anna will be the exception, with the understanding that we’ll live in separate homes, never work on movies together (although my new career as a Hollywood screenwriter is now practically assured), and babies are out of the question (it’s best for everyone if I keep my genes to myself ). Don’t misunderstand: Just because I’m not exactly husband material doesn’t mean I don’t have respect for people who are. When Michael LaMarca of Master Pizza and I started planning this month’s cover story (“The Master Plan,” page 34), we agreed it called for a different kind of angle, one many of our readers could identify with—the challenges of being both a family man and a hard-driving entrepreneur. I’ve known too many business owners, in the pizza world and beyond, who barely even try to strike that balance. They mostly put their jobs first, fooling themselves that they’ll “get around” to spending time with their kids and spouses once they’re rich and successful. And next thing they know, the kids are grown, the spouse has moved out, and the riches never came. LaMarca shares how he has eluded that trap by learning to “manage the business and not let the business manage me.” He shared many great marketing ideas, too, some of which I squeezed into the story, more of which I’ll publish in future articles. Still in his 30s, LaMarca has accomplished a lot in just a few years and is a born mentor. And, Lord knows, I’ll need all the mentoring I can get once I nail things down with Anna Faris. I’m ready to commit, Anna! You bring your House Bunny costumes, and I’ll bring the pizza.

PMQ PIZZA MAGAZINE | September 2017 | Volume 21, Issue 7

Rick Hynum Editor-in-Chief PMQ Pizza Magazine



MasterPLAN •

THE The Pizza Industry’s Business Monthly |

Master Pizza owner Michael LaMarca is a pizza rock star, but he's learned how to put family first. PAGE 34

PLUS: More about Drink in the pizzeria profits with specialtyand pop-ups teasshizz. PAGE 46 XX


Using Your POS System to Fight Credit Card Fraud PAGE 54

How to Cash In on Brand-Name Ingredients PAGE 62

Master Pizza owner Michael LaMarca shares a pie with daughters Frankie (left) and Sophie. Despite his passion for pizza and the pressures of franchising a successful business, LaMarca still finds ways to put family first. Photo by Sheila Pack


Steve Green, ext. 123 CO-PUBLISHER

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

Rick Hynum, ext. 130 EDITOR AT LARGE




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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

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: ©2017 Tyson Foods, Inc.

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GETTING STUFFED! About 18 months ago, my wife and I relocated from New Jersey to Florida, and we signed a lease 14 months ago to open a pizzeria called Slyce Pizzeria. We opened on September 23, 2016. Business has been good, as we have launched a unique line of products, such as pizza al taglio, different types of New Yorkstyle pizzas, and, more recently, Chicago-style stuffed deep-dish pizzas. We were the first in our area to offer a buffalo chicken-stuffed, Chicago-style pizza. At the time, we brought in a professional photographer and posted the pictures on Facebook. Now, less than four weeks after launch, stuffed deep-dish pizzas account for 27% of our sales. We are always coming up with different pizza ideas, and customers come here from all over. We have more than 18,000 followers on Facebook, and the post with the buffalo chicken-stuffed pizzas received more than 13,000 likes alone! We will roll out a Neapolitan-style pizza next month and hope you can feature us in your magazine one day.

THE POWER OF CAULIFLOWER Have you guys published any articles on cauliflower pizza crusts? I added one to our menu one day recently, and just a single unpromoted Facebook post earned nearly 14,000 views, 366 likes, 59 shares and 117 comments. We sold 35 that day! David Goldy Wild West Pizza and Grill Lompoc, CA No wonder you got such great response, David—the photos of your cauliflower-crust pizzas look amazing! We have written about cauliflower crusts in the past and will return to the subject again. Thanks for sharing your success story with our readers!

Sam Tadros Slyce Pizzeria Port Orange, FL It sounds like you have quite a diverse and intriguing menu! We’ll definitely keep you in mind for future stories, particularly as we explore signature styles like stuffedcrust pizzas and pizza al taglio. Thanks for reaching out to us, Sam!


n “Gadgets and Gizmos,” an article that ran in our June-July issue, PMQ incorrectly referred to John Giovanni as the inventor of the Pizza Tong. This device is actually based on an earlier device, the Surefire Spatula (now called ServeSmart), which was invented and patented by Gyorgy Kiraly.






anco: Pizza, anco’s new book, Bi Bi ris Ch , ts es gg su As the title than baking pies. Like, is about more I od Fo r he Ot d an Pizzeria Pasta chef and owner of g in nn wi dar Aw d The James Bear ed meatballs secrets of his oversiz e th es ar sh x ni oe Bianco in Ph sandwich. He e classic tuna salad th k in th re to u yo and invites ple: “How can I r the book was sim fo al go s hi at th R t will live, told NP y easy to follow...tha all re be ll wi at th e make a templat e?” hopefully, a long tim

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©2017 Tyson Foods, Inc. Trademarks and registered trademarks are owned by Tyson Foods, Inc. or its subsidiaries, or used under license.

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Preventing Moisture Loss Is Key to a Softer Par-Bake Crust CAMBRO


We make our pizzas using our own par-baked crusts, but the crusts are becoming hard (overly firm) upon standing after baking. We’ve tried various anti-staling additives, but they don’t work. What can we do to keep our crusts from staling?


Crust staling, like bread staling, is a firming of the crumb structure due to crystalline structure changes in the starch faction of the flour from which the dough and crust are made. So why don’t anti-staling additives solve your problem? Because the trouble with your parbaked crusts is not staling at all, but, rather, crust firming as a result of excessive moisture loss during baking. Moisture loss can be an issue when using par-baked crusts in some applications, as the first baking of the crust (the par-bake) drives off a portion of the water in the dough. More water is then lost through evaporation from the crust surface, and, finally, when the par-baked crust is dressed and given a final bake, even more water is lost. The resulting crust is quite firm and crispy right after baking, but after a while—such as during the delivery

Tom Lehmann was 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


If your par-baked crust becomes too firm after baking, several different additives can help. By Tom Lehmann period or the time it takes for the consumer to carry the pizza home—that moisture loss causes the crust to become dry and hard in texture. For some stores, this is a desirable characteristic, but for others it is not so desirable. So how do we address the problem? The answer lies in the addition of an ingredient that will significantly increase the absorption of the dough while also retaining a good deal of that added water after the par-baking stage. The most effective way to accomplish this is through the addition of gums to the dough. These are commonly used in tortilla and pita production to help retain softness and foldability. You can discuss this with any large, commercial bakery-ingredient supplier and ask what they can offer along these lines. Another effective approach is to use some type of fiber material, such as alpha-cellulose (the fiber material that was used to make high-fiber bread years ago). Pea fiber works quite well, too. Basically, any fiber material that does not interfere with the flavor or color of your crust can be successfully used in this application. The addition of sufficient gum or fiber material to the dough will allow for an increase in dough absorption and retention of that extra water through the par-baking stage. Thus, when

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Gums, such as those commonly used in tortilla and pita production, can help retain softness in your par-baked crusts.

the par-baked crust is dressed and baked as a full pizza, it will have a finished moisture content similar to that of your pizza if it were made using a raw dough skin. This approach works equally well with thick and thin crusts. Another approach that works well is the addition of potato flakes or potato flour to the dough. Granted, it works better for thick crusts than for thin crusts, but it can be used in either application. It has been used for more than 100 years by bakers to address bread-firming issues (even before they knew what caused the issues), and it continues to work quite well today. The addition of between 2% and 5% potato flour or mashed potato flakes to your dough will increase the absorption of the dough by about 2.5 times the weight of potato flakes added. It does a good job of retaining a lot of that added water, too.

So, if you want to use something more readily available than fibers or gums, a trip to your local supermarket just might provide you with the ingredient you need for a softer-texture finished crust. I should add that the ingredients mentioned above will provide a softer crust texture in a single-baked pizza, too!

BACON JAM: NOT JUST FOR BURGERS ANYMORE . “ This ingredient is easy for the kitchen and exciting for the customer!� -Chef Mike Greene







TBJGOURMET.COM September 2017

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Peach Gorgonzola Chicken Pizza This unique sauerkraut-topped, sweet-and-savory combination will keep your customers coming back.


ello, my readers! I’ve taken a break from my usual routine and gotten back to making real pizza and standing in front of the pizza counter for one of my clients. This pizza is a sweet and savory combo that’s not only delicious, but also unique and a healthier choice for your guests. We asked for feedback from customers on this specialty pie, and we’ve gotten a great response. So try it out and add it to your menu. I know you’re going to like it, and so will your customers—they’ll keep coming back for more! 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.


INGREDIENTS: 11-oz. thin pizza crust 1 tsp. extra-virgin olive oil ½ c. shredded, part-skim mozzarella cheese, divided 1 c. cooked chicken breast, shredded 1½ oz. Gorgonzola cheese, crumbled 1½ c. thin peach slices, unpeeled ¼ c. balsamic vinegar ½ c. sauerkraut DIRECTIONS: Preheat the oven to 400°F. Place the pizza crust on a baking sheet and coat evenly with olive oil, using a brush. Add ¼ c. of the mozzarella, chicken, Gorgonzola cheese and peaches. Top off with the remaining mozzarella and the sauerkraut. Bake for 11 minutes or until crust turns golden. Meanwhile, in a small pan, cook the balsamic vinegar over medium heat for about 5 minutes. After removing the pizza from the oven, drizzle the heated balsamic vinegar over the pie and serve.

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How to Increase Your Lunch Sales Think Tank users help a fellow restaurateur address a common pizzeria problem.


ee Kim: After opening in early 2016, we started using direct mail in October, and our sales have doubled since then. But lunch is still slow. We created a lunch special and hung a large vinyl banner to advertise it, but the increase has been incremental. We don’t have any large office buildings nearby, so I thought maybe this is just not a good area for lunch. Then I learned that a sandwich place five blocks away is killing it. Any ideas on how to create lunch traffic will be greatly appreciated! d9phoenix: I would guess the sandwich shop is killing it because they offer fast food. Pizza is not considered fast food, even though I can get a pizza out of the oven faster than Burger King can even make my sandwich half the time. Box toppers would help your lunch business. If you offer grab-and-go items, that could take off, too. Or you can think about doing a buffet, although that’s a lot of work. Whatever you do, it will take time to build sales. Just stick with it and, if done correctly, it will make you money in the long run. Steve: We struggled with this at our second location. Using direct mail, we put lunch specials on the coupon flap that you see as soon as you open the menu, along with everyday specials on the back. We don’t collect most of 20

the coupons—we simply ask customers to mention them when they order. Our lunch business is picking up, partly, I’d say, because of increased visibility with the coupons as well as our quality food and ability to serve customers rather quickly during lunchtime. MPS: Open an account at and do a search on businesses within a three- to five-mile radius of your restaurant. Download these contacts and have someone on your staff call each business and ask for permission to fax or email them your daily specials. Make sure to email them every day around 9:15 a.m. or fax around 8:45 a.m. You can use services like SimplyCast for broadcast faxing and MailChimp for email blasts. If you offer online ordering, make sure to update your specials every day on the website. Add an opt-in form on your lunch specials page so that site visitors can also subscribe to your daily specials list. Make sure to offer a variety of dishes and change them daily. You can get dish ideas from and other websites. 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 (Member posts have been edited here for clarity.)

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0 0 2 $

1. Fill out all information on the subscription card in the front of this issue

I subscribed


2. Be sure to include your account number 3. Mail or Fax the card back to us 4. Renewal entries received by November 1st eligible to win!

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Attack of the Great White Pizza

Just when customers thought it was safe to go back into Anthony’s Pizza & Pasta, the Denver-based brand unleashed the Great White Pizza in celebration of Shark Week. From July 23 to July 30, Anthony’s offered the 18” thin-crust pie, topped with ricotta and mozzarella cheeses, garlic and oregano, for $10, described as “an $8 bite out of the normal price.” Participating restaurants held Discovery Channel watch parties, featuring shows like Phelps vs. Shark, in which Olympic medalist Michael Phelps raced a great white shark. Meanwhile, Anthony’s employees doubled as land sharks, jumping out of the blue at random spots around Denver and handing out free swag. “To be honest, sharks scare the hell out of me, so that’s yet another reason I’m glad I live in landlocked Colorado,” said CEO John Le Bel. “But I’ve always been fascinated by great whites, so I thought it would be fun to roll out our first-ever Great White Pizza special, along with nightly watch parties.”

Unlike its ravenous namesake, the Great White Pizza, featuring a blend of ricotta and mozzarella, garlic and oregano, won’t bite back.

Quick Tip #1 Testing the Limits of Gluttony Test the limits of your customers’ gluttony and build up slow periods with occasional all-you-can-eat challenges and prizes for the winners. Over two nights, more than 700 people bellied up for last year’s All You Can Pizza Napoletana promo at the Chicago location of Italian specialty grocery store Eataly. A local pizza chef chose the ingredients, with a menu of eight Neapolitan pies, and entire tables competed at $22 per person.

I.talia Pizzeria Feeds Kids Who Read

For children who like to read, the pizza’s free at I.talia Pizzeria in Olympia, Washington. Working with five schools in Thurston County, I.talia manager Lindsey Hennig offers the Pages for Pizza program, in which schoolchildren who complete reading challenges can drop in for a complimentary build-your-own pie. Hennig provides the schools with program kits, including posters, reading logs, certificates, and letters to parents when the kids complete their assignments. The pizzeria also hosts school field trips that provide hands-on learning in the culinary arts, encouraging a new generation of pizza fans and pizza makers.


I.talia Pizzeria manager Lindsey Hennig forges connections with local students and encourages reading with her Pages for Pizza program in Olympia, Washington.

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Pizzeria Without Walls Keeps the Fires Burning

Building wood-fired ovens and running a restaurant go hand in hand for Hugo Laranja. But his pizzeria, which opened last summer in Grand Haven, Michigan, is missing one thing: walls. Leasing the kitchen and deck of a local bakery, Forno de Pizza operates from Memorial Day through Labor Day and serves pizzas solely in an outdoor setting. “Customers sit on a beautiful deck that’s surrounded by trees and resembles someone’s backyard, where they can relax, converse and watch the [oven] fires burning,” Laranja says. “To complement the experience, we have a friendly pizzaiolo who explains how the oven works and how the pizzas are made.” Laranja’s oldest son, Tiago, will likely take over the operation after graduating from college, and expansion is in the plans. “We wanted to get a feel for the concept: farm-to-table, local produce, organic and sustainable,” Laranja adds. “This also gives my kids a job for the summer and lessons in running a business.”

As a manufacturer of custom wood-fired ovens, Forno de Pizza has been in business since 2009, but owner Hugo Laranja now crafts his creations in a family-run, seasonally operated restaurant with 16 seats—all of them outdoors.

Quick Tip #2 Keep Your Friends Close and Your Critics Closer Use your loyalty program to solicit customers’ feedback and learn more about their preferences and how your pizzeria is perceived in the community. After each visit, send out a survey asking the customer to comment on his experience to earn more rewards. If a customer had a bad experience, this also gives you a chance to address the issue and make it right.

You Say You Want a Revolution?

What does it mean to “be revolutionary”? PizzaRev posed that question this summer to its fans on Facebook, Instagram and Twitter for a chance to win free pizza for life. PizzaRev sparked the online conversation with a 37-second teaser video featuring professional athletes, food bloggers and its own employees discussing what “being revolutionary” means to them. Social media fans posted their own answers in the comments sections along with the #berevolutionary hashtag. The grand-prize winner won a free pizza per week for life, while weekly prizes included free pizzas through the chain’s ordering app and PizzaRev swag. PizzaRev co-founder Nicholas Eckerman said the chain’s “Be Revolutionary” campaign was “a celebration of our core values. Our fans are making a difference and doing amazing things in their communities, so we’re excited to see their perspective on what it means to be revolutionary.”


PMQ Pizza Magazine The Pizza Industry’s Business Monthly

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ellissimo Makes a Lasting

First Impression

DELIVERING AUTHENTIC ITALIAN The taste of fresh chicken comes through with Bellissimo’s easy-to-cook and quick-to-serve Chicken Wings. This profitable starter can be fried or oven baked resulting in a deliciously crunchy coating. Bellissimo Chicken Wings set the table to make sure your customers keeping coming back. Bellissimo offers a full line of pan-fried and fullycooked chicken items. Visit to contact a representative and request samples and pricing.

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6/6/16 8:41 AM


Book Holiday Parties and Catering Now While your competition is focusing all of its efforts on fall football, get a jump on your winter bookings. Pull out last year’s planners and assign a person to contact guests who ordered catering or booked an office party in the past. Early-bird discounts in exchange for securing a space now are a great motivator for locking in an early date. Your winter bank ledger will be in the black before you turn the calendar page over to November.

The Art of the Upsell

If you’d like to sell more beverages, appetizers and desserts, take a minute to assess how you and your staff are presenting your menu to guests. Are servers merely asking, “Would you like an appetizer?” or are they making relevant suggestions based on appetizers they personally enjoy? Suggestive selling makes a big difference. Do you offer wine and beer samples to entice purchases from the bar? And for dessert, if guests are too full, do you have to-go desserts, such as cookies and brownies, that are available to enjoy later?


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

Tips&Tricks Quick Promo T ip:

If you hav e a great c ompany st fantastic p ory to tell izza recipe or a to share, o to preview r si m a weekly sp ply want ecial, say it Statistics with video show that . people en video mo joy watch re than re in ga ading abo new techn ut a produ ology has c t, and made it ea for you to sier than e visually tr v e r ansmit yo ur messag e.

Borrow This Idea: Low-Carb Pizza Bowls At Venezia’s New York Style Pizzeria, with five locations around Phoenix, president Domenick Montanile says he needed to figure out a way for locals on low-carb diets to still frequent the pizzeria. So about a year ago, Montanile created the Low-Carb Pizza Bowl, giving his customers all of the pizza toppings they love, without the carb-heavy crust. There are four specialty Low-Carb Pizza Bowls on the menu, including the Veggie; the Combo, with pepperoni and sausage; the Pesto, with pesto chicken; and the spicy Diavolo bowl. Customers can also build their own bowls,

choosing from an array of proteins and veggies. Each Low-Carb Pizza Bowl averages 20 net carbohydrates, which is about 75% less carbs than a two-slice meal, according to the Venezia’s menu. “I looked up our sales numbers toward the end of last year, and we were selling an average of about 240 to 250 pizza bowls per week between our five locations, so just under 50 per week per location,” Montanile reports. “We’re now averaging around 300 to 320 per week across all locations, so that’s just over 60 per week per location.” September 2017

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Albert Hecker whips up a batch of pasta in the kitchen of his former pizza shop, Mama Giuseppa’s, in Endicott, New York. Now he focuses on whipping up privatelabel sauces instead.


PMQ Pizza Magazine The Pizza Industry’s Business Monthly

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Little Shay Hecker is the new spokesmodel for Mama Giuseppa’s private-label pasta sauces.

MAMA GIUSEPPA’S | COLORADO SPRINGS, COLORADO The former operators of a mom-and-pop pizza shop roll the dice and take their popular pasta sauce to the next level. By Rick Hynum


fter 15 years in business in Endicott, New York, Mama Giuseppa’s, a mom-and-pop pizza shop operated by Albert and Molly Hecker, closed its doors in June. But that evocative name, inspired by Albert’s own beloved mother, lives on, now as a pasta sauce brand created by the Heckers in her honor. Here, Albert shares their journey from pizza operators to pasta sauce and private labeling entrepreneurs.

I did some hard work in finding the right place, pitching the idea to the bank and remodeling the building, and Mama Giuseppa’s was open a few months later. Our menu included everything from Eggplant Parmigiana, Chicken Saltimbocca and Pesto Rosa pizzas to big cuts of steak and homemade soups. One of the most popular items on the menu was our homemade garlic knots that I made daily from scratch.

PMQ: TELL US A LITTLE BIT ABOUT YOUR BACKGROUND. Hecker: I was just 26 when I started to realize that running a pizzeria, which I’d been doing for my uncle for years, was exactly what I wanted to do for myself, with my own pizzeria. With the help of my mother and my sister,

PMQ: HOW DID YOU END UP GOING INTO THE SAUCE BUSINESS? Hecker: At first, I had decided not to sell my sauces except in the dishes I created in the restaurant. But, thanks to the demand from my customers, I changed my mind. People wanted to enjoy the sauces in their own homes. So

Got a story to tell our readers? What makes your pizzeria different? Email Rick at and brag about yourself! September 2017

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Albert Hecker ran his uncle’s pizzeria for years before branching out on his own at the age of 26.

Made in small batches, the Mama Giuseppa pasta sauces come in multiple flavors and can be private-labeled for clients.

I started out selling it in my restaurant to our customers. One of the first area businesses to carry the sauce was a natural foods store in Endicott, New York, called Down to Earth. Since then, we’ve raised awareness about the sauce by word of mouth and social media, from Instagram to Facebook. In Endicott, we sell our Mama Giuseppa’s sauce in local farmers markets, and about 15 stores carry it. In June, my family and I moved to Colorado Springs to pursue selling the sauce in more states. Meanwhile, we’re still selling our product in the same stores in New York, and now Molly’s sister runs the farmers markets for us there. Here in Colorado Springs, we’re already selling at five different farmers markets and will be in other local stores soon. PMQ: HOW MANY TYPES OF SAUCE DO YOU OFFER NOW? Hecker: We make custom “one-off” batches of sauces for clients and also make our own private label sauce with our Mama Giuseppa brand and logo. Our line of flavors includes Traditional, Spicy Fra Diavolo, Marinara, Garlic Butter, Hops-Infused Fra Diavolo and Hops-Infused Garlic Butter. 30

All of our sauces are wheat-free and gluten-free, with no additives, no preservatives and no added water. I cook the sauce only in small batches to ensure the highest quality. I’m 100% hands-on when the sauce is being cooked. I take great pride in my “less is more” approach when it comes to flavoring the sauces. Most importantly, I buy the highest-quality ingredients, from the tomatoes to the basil and spices. One of our current customers—and our largest—is Brewery Ommegang in Cooperstown, New York. We make a custom Hops Butter and Hops Fra Diavolo sauce that they label as their own. PMQ: WHAT’S THE TOUGHEST CHALLENGE IN BRINGING YOUR OWN PASTA SAUCE TO MARKET? Hecker: We’re a true small mom-and-pop shop, and it’s hard to keep up with demand. As of now, it’s just my wife and I performing every aspect of the business from A to Z. But the one thing that keeps us going is the drive and passion for our product.

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PMQ: TELL US A LITTLE BIT ABOUT MAMA GIUSEPPA HERSELF. Hecker: Mama lives in Tucson, Arizona. She’s a substitute teacher and has written her own book, A Gift of My Own: A Journey Into the Spiritual Realm of Reality. All of my customers adore her. We do, too, of course. She is a fun and loving mom who has taught me many recipes, and she’s passionate about food.

Mama has given me many things in life. It was Mama and my sister who helped financially back my restaurant, ultimately making all of this possible. If it wasn’t for the restaurant, there would be no sauce. So I have to say a special thanks to my sister, Louise. And most importantly, thank you, Mama Giuseppa! Rick Hynum is PMQ’s editor-in-chief.

September 2017

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Pizza Bianca

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INGREDIENTS: 8-oz. dough ball 2 c. ricotta cheese 2 c. mozzarella cheese, shredded 1 yellow zucchini, sliced 6 asparagus spears, woody ends removed Extra-virgin olive oil (for drizzling) 1 small bunch lemon thyme, roughly torn

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Master PLAN The

Michael LaMarca is a businessman and a pizza rock star, but his family still comes first. Here’s how the Master Pizza luminary strikes the perfect balance. By Rick Hynum



s owner and CEO of Master Pizza Franchise Group in Cleveland, Ohio, Michael LaMarca may be the king of the castle, but he’ll be the first to tell you that the women in his life make him a better man. LaMarca, who grew up in a pizza making family, learned a lesson long ago that too many husbands and fathers in this industry never grasp: It’s our loved ones that matter most, and no business, no matter how fast-growing and demanding, should keep a man away from his wife and kids for too long. “We all struggle with balancing our home life with our professional life,” LaMarca says. “It’s easy to lose sight of your values. Many situations come up where it can be easy to bend on your values and push your [personal] plans off for another day, but at what cost? Sometimes, you have to take care of your business to take care of your family, but a line has to be drawn.” Staying on the right side of that line has helped LaMarca enjoy the best of both worlds. “Looking back,” he says, “the most positive insight I’ve had in regard to my company’s growth has been to learn how to manage the business and not let the business manage me.” September 2017

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Like any good restaurant leader, Master Pizza president Jeremy Galvin (at left) doesn’t mind working the phones when he needs to; Michael LaMarca makes pies with John Arena of Metro Pizza.

Making the Team Michael LaMarca, owner of Master Pizza Franchise Group, offers three tips for building a team you can trust to manage the day-to-day operations of your business: dd Provide opportunities to grow. “You need to put people in positions to grow and succeed,” LaMarca says. “Your team members must feel there is an opportunity for them: increased wages, more responsibilities, being groomed to become a manager or GM, or the chance to participate in a profit-sharing/ bonus program or assume part ownership in an existing location.” dd Learn to trust your team members. “If you give them more responsibilities, step aside and let them do their jobs,” LaMarca advises. “The only way to get yourself away from the shop is to delegate responsibilities.” dd Create an atmosphere of ownership. “Make your team members feel like they have a vested interest in your company,” LaMarca says. “When I travel from store to store, one of my favorite things to hear is when a team member says words like ‘my shop’ when describing the store they work at. That tells me they really care about where they work.” 36


BITTEN BY THE PIZZA BUG As a child in Strongstown, Ohio, LaMarca tagged along with his mom to her job in a local pizzeria. “I would sit in the office and watch TV, color, or play on my Nintendo Game Boy,” he recalls. “When it was busy, I’d help out and make pizza boxes, roll dough, clean the dining room and grate cheese. Each day, I’d get the chance to make my own pizza for lunch or dinner—that’s when I got the bug and knew pizza was going to be a big part of my life.” In 2000, his family took over the venerable Master Pizza chain, which started in 1955 and grew into one of Cleveland’s first pizzeria franchisors before losing steam. The company had shrunk to just one store—the original one in Mayfield

“Looking back, the most positive insight I’ve had in regard to my company’s growth has been to learn how to manage the business and not let the business manage me.” — M I C H A E L L A M A RC A , MASTER PIZZA

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Michael LaMarca makes sure to limit his work time to eight hours a day so he can spend more time with daughters Frankie and Sophie.

“We do a lot of sports radio. I’ll drop off food at the local sports radio station, and they immediately put me on the air. We do scheduled food drops and scheduled callins where I call in about a sporting event.” — M I C H A E L L A M A RC A , MASTER PIZZA

Heights—when LaMarca’s father and uncle purchased it. LaMarca was working there when a fetching young brunette named Christina, employed at a salon next door, caught his eye. LaMarca still remembers the exact date— April 6, 2008—when he “found some courage and finally asked her out. I went to a family dinner at her parents’ house and immediately knew marriage was in our future.” 38

The very near future, as it turned out. In November of that same year, the two lovebirds tied the knot; a baby daughter, Frankie, made three in June 2011, and the addition of little Sophie made the LaMarcas a family of four in October 2013. DROPPING THE “NUKE” By then, LaMarca had taken over the company and set a new course for expansion, opening a second location in Chagrin Falls in 2012. Master Pizza now has seven stores, with two more opening soon, but slow and steady wins the race, he believes. “We’ve always had the idea of slow, sustainable growth, instead of opening stores just to have more stores,” he says. “Ideally, we like to open a new location with our franchise partner and get it to the point where it’s totally sustainable before we start looking for our next location. With that in mind, we have opened about two to three locations a year. As we grow and have more resources in terms of capital and people, we probably will open locations at a quicker rate.”

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When a new Master Pizza location opens, LaMarca’s team and franchise partner “nuke” the whole town. That’s the term they use for a marketing blitz that includes everything from direct mail to radio ads to social media. “We drop a menu in every mailbox in the whole city— every household, apartment and business gets one,” LaMarca says. “We include some aggressive offers in that menu drop. It serves as a big announcement that we’re ready to go.” Designed posts on Facebook, Twitter and Instagram also announce the new opening. “We follow up with random ‘in process’ posts and live video posts leading up to the opening,” LaMarca adds. “Along with the social media buzz, we run spots with our radio partners. We’ve also placed grand-opening ads through print marketing companies such as Valassis, Valpak, TMS and Gold Clipper. Some people think print is dead, but we’ve found it’s not true in the pizza business. We still see a huge amount of print coupons coming in at our old and new locations.”



As a captain of the U.S. Pizza Team, LaMarca has honed his culinary skills in competitions around the U.S. and the world.

As president of Master Pizza, Jeremy Galvin personally responds to customer emails and has been known to provide his personal phone number to prove his commitment to creating a better experience.

ask a fill-in-the-blank question and listeners call in with their answers. So, throughout that show, they’re saying our name over and over again, and they also blast it out on their social media.” TASTE ABOVE ALL In an era marked by flashy, celebrity-backed pizza concepts, Master Pizza at first glance looks like a throwback, from its whimsical pizza-man logo and “Taste Above All” motto to its homey website with printable coupons and simple red-and-white color palette. But don’t let that folksy vibe fool you: LaMarca, a captain of the U.S. Pizza Team (USPT), has a history of dominating culinary competitions and travels the world to hone his craft.

“Some people think print is dead, but we have found it’s not true in the pizza business. We still see a huge amount of print coupons coming in at our old and new locations.” — M I C H A E L L A M A RC A , M A S T E R P I Z Z A Radio is very much alive, too, as any sports fan will tell you. And with pro teams like the Cavaliers and the Indians, Cleveland-area fans have plenty to cheer about. “We do a lot of marketing on sports radio,” LaMarca says. “I’ll drop off food at the local station, and they immediately put me on the air. We do scheduled food drops and call-ins where I’ll phone in about a sporting event. We also sponsor One-Word Wednesday, where they 40

“We love to experiment with new flavors and toppings,” he says. He discovered peppadew peppers at a trade show in 2012. “I picked one up, thinking it was a cherry tomato, popped it in my mouth, walked a few steps and bang! It was sweet, it was spicy, it was freakin’ awesome! I knew I needed to make a pizza with it one day. We came up with the Peppadew Punch, with peppadew peppers, bacon and grilled chicken on top of a cheesy garlic sauce.”

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LaMarca, shown here competing in the Chinese Pizza Championship in Shanghai, says membership in the U.S. Pizza Team has made him a better pizza maker than he ever thought he’d be, while also earning significant media coverage for Master Pizza.

Another new ingredient on the Master Pizza menu: roasted red potatoes. “This does not scream ‘exciting,’ but I love its versatility,” LaMarca says. “We have the Loaded Potato Bake as an appetizer and our Loaded Baked Potato Pizza, with roasted red potatoes, bacon, provolone and cheddar Jack cheese topped with a sour cream sauce.” For his dough, LaMarca prefers unbromated flour and a nonhydrogenated, vegetable-based shortening. “We’re so proud of our products and are making an effort to use clean ingredients,” he notes. “We believe the products we serve should be good enough to feed our own children.” BECOMING A LEADER LaMarca talks about his own children a lot. He doesn’t refer to his daughters simply by their names; it’s always “my Sophie” and “my Frankie.” He fondly remembers bringing little Frankie to the new location in Chagrin Falls every day while his wife taught early morning yoga classes. “I’d load her up with some snacks, her blanket, her Muno doll and my iPad so she could watch Curious George on Netflix. I’d set her up in a high chair next to the pizza make line with the iPad at a perfect angle. I would

often look over and make sure she was OK. Looking back, I realize those were pretty special days.” Over time, LaMarca, like so many entrepreneurs, found himself putting work before family as his business grew. His fame as a pizza rock star was also growing, thanks to his success as a USPT member and jet-setting culinary competitor. “There’s a constant struggle between being a family man and a business owner,” he says. “The struggle is not motivation—it’s being overly motivated. Business owners and entrepreneurs have a problem with never being able to stop working and thinking about their businesses. That nonstop motivation is what drives us to stay up late, create new pizzas for our menus, take the empty storefront next door and make a larger dining room, or open more locations. The challenge is to channel all that motivation and passion into a set number of hours per day and make sure you take at least one day completely off each week—my day is Sunday—and spend it with your family.” After working at home for years, LaMarca set up a new office in a nearby building and tries to limit his work to eight hours a day. With the home office, he says, “I September 2017

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would find more reasons to work longer hours each day, just because the opportunity was near me. I would stay up late working on a project because I wasn’t able to sleep, knowing there was unfinished work one room over!” But LaMarca also knew his girls would grow up fast, and he didn’t want to be stuck at his desk while the years flew by. “Business owners are chasing their tails if they sacrifice family time to focus on their companies, thinking, ‘Oh, I’ll spend more time with the family once I’ve accomplished this or that.’ I know this for a fact, because I was that person. To get out of that vicious cycle, I had to understand that I alone could not achieve the goals I set for the company. I needed a team, not a bunch of employees. And to have a team, I had to create common goals for all of us.” Providing opportunities for his team members to grow and advance was key to building a company that could run whether he was there or not. (See sidebar on page 36.) LaMarca, meanwhile, learned to lead by example and to grow more comfortable in that role. “I have observed over time that people want to be led,” he says. “And, whether or not you think you are the leader in your company, I have news for you: You are the leader.” Once he accepted his role as Master Pizza’s leader, he thought more carefully about how he led. “I quickly learned that every action I took, every move I made, every decision I came to, would set the standard for everyone else in the company to follow,” he recalls. “I had to consider carefully the outcomes of every decision prior to making it, and that was one of the most positive ways I learned to manage the company’s growth.”


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Not only did Christina LaMarca give her husband two adorable daughters, she also gave him the confidence to pursue his dream of expanding Master Pizza.

LIFE’S LITTLE MOMENTS By building a team he could trust, LaMarca was able to step back a bit and enjoy life’s little moments: admiring Sophie’s latest crayon drawings, teaching Frankie to sauce a pie. “One of my favorite things to do with my girls is cook them dinner,” he says. “I’ve noticed my Frankie likes to watch what I do and often asks me if she can try it herself. I love showing her how to pound out and bread chicken breasts or put sauce and cheese on a pizza. I love making some sort of pasta and chicken dish, plating it nicely, serving it to my girls, and within three minutes, half of the dinner is on the table or on the floor. I hope, at some point in the near future, their eating habits become more civilized!” His wife, Christina, meanwhile, plays no role in the daily operations of Master Pizza. “But this company would not be where it is today without her,” LaMarca admits. “When I wanted to open my first shop in Chagrin Falls, I had no business doing it. We’d just bought 44

a house a year or so earlier. We had our first baby girl, Frankie. We definitely had enough to keep us occupied, and money was tight.” But LaMarca is, after all, an incorrigible entrepreneur. Having too much to do was not enough. “I’ll never forget: We were sitting at a Starbucks when I told Christina what I wanted to do,” he recalls. “Her reaction was so calm, and she said, ‘If you think it’s a good location and a good idea, do it.’ I knew then it would be a success. I felt that confidence she had in me, knowing I could accomplish whatever I wanted to do.” And LaMarca won’t mind a bit if his daughters follow in his culinary footsteps. “I hope my girls see the passion I have for cooking—pizza specifically—and take a liking to making food for their families one day,” he says. “Food is more than nutrition. Food is passion, art and tradition, all served on a plate. Food brings families together and creates lasting memories.” Rick Hynum is PMQ’s editor-in-chief.

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Sprucing up tea with fresh fruit and colorful garnishes allows operators to charge more while boosting eye appeal.

Adding tea to the menu—hot or iced, budget-friendly or super-premium—can brew up some healthy profits for your beverage menu. By Tracy Morin


ccording to the Tea Association of the U.S.A., tea is nearly 5,000 years old—as legend goes, it was discovered in 2737 B.C. by Chinese emperor Shen-Nung when some tea leaves accidentally blew into his pot of boiling water. Fast forward to today, and tea has fittingly ascended to royal status in the beverage world. The association reports it’s the most widely consumed beverage in the world next to water, found in almost 80% of all U.S. households; on any given day, 158 million-plus Americans are drinking tea. No surprise, then, that big-name pizzerias are adding this beloved brew to the menu. For example, Marco’s Pizza, headquartered in Toledo, Ohio, and planning to grow to 1,500 locations by 2020, announced a brand partnership with Pure Leaf Iced Tea over the summer. “In the United States, tea is now the second most popular September 2017

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A Tea-Totaller’s Dream From VitaminWater to protein shakes, Americans love a nutrient boost in their beverages, and a new line of tea aims to fill that need: Tetley SuperTeas boast six flavors that provide 20% of the daily recommended intake of vitamins, designed to offer specific benefits, from the herbal Glow to Metabolism Berry. Use their recipes for your own healthy blends—or simply for iced tea inspiration!


drink with meals and the second most popular drink ordered in restaurants,” notes John McCauley, senior director of brand marketing for Marco’s Pizza. “And, currently, tea is commanding a 65% growth rate in the foodservice industry.” With sky-high profit potential, a healthy reputation and varieties galore, tea is indeed an attractive option for restaurants and customers alike. Read on to learn more about how you can start successfully hosting your own pizzeria tea parties. TURNING OVER A NEW LEAF Choosing a tea for your operation depends greatly on your target market. Do you host mostly families with kids in a no-frills setting, or offer artisan pizzas at a premium price? Whatever your position in the marketplace, there’s a tea that fits your concept. And they can be surprisingly sophisticated, even lending themselves to mouthwatering pairings, just like beer or wine. “In the same way you may enjoy a refreshing beer with your slice or an elegant wine pairing with a pasta dish, an array of different teas can equally elevate the entire dining experience,” explains Sky White, owner of Wendigo Tea Co. in Cincinnati. “You can find plenty of cool black tea varieties that, when iced, taste malty (beer-like) and naturally sweet. White teas commonly have a similar flavor and aromatic notes as white wine. Dark oolongs sometimes smell eerily close 48

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Beachy Glow in a Glass (photo at left) 4 Tetley Glow Tea bags 4 c. filtered water Honey simple syrup to taste (2 parts honey to 1 part water, splash of vanilla extract) 6-oz. can pineapple juice ½ pineapple, chopped ½ medium mango, chopped Steep the tea bags in a pitcher with boiling water for 3-5 minutes. Stir in pineapple juice and honey simple syrup to taste. Add the chopped pineapple and mango. Let the mixture sit for 1-2 hours and serve over ice. Berry Citrus Splash (Photo on page 46) 4 Tetley Metabolism Berry Tea bags 4 c. filtered water Honey simple syrup to taste (2 parts honey to 1 part water, splash of vanilla extract) 1 orange, thinly sliced 1 lime, thinly sliced 1 package blueberries  Steep the tea bags in a pitcher with boiling water for 3-5 minutes. Stir in honey simple syrup to taste. Add the orange, lime and blueberries. Let the mixture sit for 1-2 hours and serve over ice.

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Find your Ispirazione Italiana

What's my Italian Inspiration? I wanted to return Master Pizza to its

original glory days as Cleveland’s favorite pizzeria. So, I brought back beloved recipes, focused on traditional flavors, and I switched to Galbani® Provolone—Italy’s #1 brand. It performs perfectly in my ovens and on my award-winning Popeye Pizza. Plus, the Galbani team is always available to top. discuss new opportunities and ideas with me. It's helped put Master Pizza back on top. – MICHAEL LAMARCA, CHEF/OWNER, MASTER PIZZA

Find more Italian Inspiration at

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to red wine and its oak barrel. There’s a lot of room to have fun with tea in a pizzeria setting, and the flavors are already there— you just have to take the time to find what works best for your establishment.” Even better, White adds, tea has one of the highest profit margins in the restaurant industry, with an average wholesale cost per serving between 5 and 20 cents, making even upscale options affordable. “The real battle I face as a tea professional is trying to convince restaurants to make that jump from charging $2 for a bottomless glass of low-grade, tasteless tea to spending a few more cents in order to serve a signature, world-class beverage,” White says. “Especially if fine wine or craft beer and cocktails are already being served, customers are willing to spend more for higher-quality drinks, so a $2 bottomless tea can turn into $3.50 or more per serving.” For example, one of the restaurants White works with charges $5 for a finely crafted iced matcha latte, while a high-traffic Asian restaurant pumps out hundreds of $3.50 iced imperial jasmine teas daily. Alternatively, you can partner with a commercially recognized tea brand, as Marco’s did when rolling out its summertime tea promotion. “Marco’s Pizza offers a premium pizza product, created

“If fine wine or craft beer and cocktails are already being served, customers are willing to spend more for higher-quality drinks, so a $2 bottomless tea can turn into $3.50 or more per serving.”


Teas can be sophisticated or super simple, but at any price point, they fetch hefty profit margins for pizzerias.

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“In the United States, tea is now the second most popular drink with meals and the second most popular drink ordered in restaurants. Currently, tea is commanding a 65% growth rate in the foodservice industry.”


Hot teas can be ideal before- or after-dinner sippers when temperatures dip and customers crave some comforting warmth.

— J O H N M C C A U L E Y, M A RC O ’ S P I Z Z A with high-quality, authentic ingredients, and Pure Leaf is also recognized as a premium brand, which aligns well with Marco’s quality position,” McCauley says. “Pure Leaf has one of the highest perceived values with consumers, and that resonated well with our own mission.” In addition, the pizzeria decided to offer a 64-ounce bottle—a perfect alternative to 2-liter containers, the most common delivered drink size for pizzerias. A helpful tip: Before partnering with a company, inquire about the support it can offer, such as branded marketing materials to encourage sales. MARCO’S PIZZA

Marco’s Pizza partnered with a recognized tea brand and kicked off its new beverage option with a slew of marketing materials and promotions.

MARKETING TO A TEA At Marco’s, marketing for the new tea offering was carefully crafted to make a splash with summer customers. The company promoted its 64-ounce bottles with a limited-time Ultimate Magnifico Pizza through all of 52

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its promotional efforts, encouraging consumers to have the “Ultimate Magnifico Summer.” In the promo, starting in late June and running through the end of August, more than 800 Marco’s Pizza locations around the country offered a large Ultimate Magnifico Pizza (featuring two types each of pepperoni and sausage) paired with a 64-ounce Pure Leaf Iced Tea for $12.99 (the tea was advertised as free to encourage sampling). “This was promoted in print, radio, television and digital campaign elements, as well as POP signage,” McCauley explains. “On social media, we also gave fans a chance to win Summer Par-Tea Packs when they shared photos of how they’re having the Ultimate Magnifico Summer—at the beach, the pool, the park, etc.—and our favorite photos won a pizza par-tea, on us.” Don’t forget to employ server suggestion and sampling inside the pizzeria—thanks to tea’s low cost, you won’t break the bank by giving out sip-sized cups of your latest tea varieties. You can also use social media or e-newsletters to discuss the health and environmental benefits of tea. For example, the Tea Association of the U.S.A. reports that it’s an all-natural product from a renewable source; contains no sodium, fat, carbonation or sugar (and virtually no calories); boasts flavonoids, believed to have antioxidant properties; and is naturally low in caffeine. The takeaway: With the right marketing and brand partnership, teas can quickly become a stellar seller among customers of any demographic. Choose a blend that boosts your bottom line, spread the word and watch the profits start a-brewing! Tracy Morin is PMQ’s senior copy editor.

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MATTER. Consumers are paying attention to the ingredients in the food you serve. At WestRock, we’re equally careful about the choices we make when manufacturing your foodservice containers. Raw materials are sourced domestically and finished packaging meets FDA requirements for food contact. Email us at or call us at 816.415.7359.

Visit us in Atlantic City, October 17-18, 2017 at Pizza & Pasta Northeast, Booth #518. Š2017 WestRock Company. All rights reserved. WESTROCK and the WestRock logo are trademarks of WestRock Company and its subsidiaries and affiliates.

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D U A R F G N tect

to pro m e t s y P OS s y r u o y e an us By Rick Drur c u o y ns how hargebacks. i a l p x e erator credit card c p o a i r e ulent g pizz A leadinlf against fraud yourse

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Employees at Precinct Pizza are trained to ask their dial-in customers if they’re prepared to show their credit cards upon delivery of their pizzas.


ith the advent of EMV—a smart chip-based technology that protects credit card issuers, holders and merchants against fraud—the processing of credit cards has changed in the United States. Prior to EMV (which stands for Europay, Mastercard and Visa), pizzeria owners and other merchants were usually not held liable for accepting a stolen or fraudulent card. Instead, the credit card issuer took the loss as part of doing business. With EMV, the liability has shifted, and we business owners can get stuck with the bill. The more sophisticated credit card criminals use skimmers and trappers or hack into the databases of large corporations to steal the information they need. They rarely target a small business like an independent pizzeria, but we do face a fraud threat that’s growing rapidly. If you offer delivery, you must be familiar with the dreaded merchant services chargeback. Before EMV went into effect in October 2015, pizzeria owners stood a pretty good chance of defending themselves against chargebacks

and keeping the money that was charged fraudulently. With EMV, the credit card issuers have shifted liability to the retailer. And that’s where things get complicated. As owner/operator of Precinct Pizza, one of the nation’s busiest pizza restaurants with a large delivery component, I wrestled with this problem, like everyone else in the business. After working closely with my POS provider, I developed a solution to the delivery chargeback problem, and I’m writing this article to share what I learned with my fellow operators. A GROWING PROBLEM There are two ways to cover yourself against fraudulent chargebacks. You must either make sure to get a carboncopy imprint of the credit card or be able to prove the order was delivered to the cardholder’s home address. Getting the imprint is especially problematic. Sure, it seems like it would be simple to tell your drivers to get an imprint for every transaction, but this might frustrate

Sure, it seems like it would be simple to tell your drivers to get [a credit card] imprint for every transaction, but this might frustrate or insult your customers, who will get the impression you don’t trust them. — R I C K D R U RY, P R E C I N C T P I Z Z A 56

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After the implementation of the new EMV system, Precinct Pizza began seeing a huge increase in credit card chargebacks on delivered pizzas.

All of our fraud occurs on delivery orders, and nearly all of it occurs with customers who have never ordered from us before. — R I C K D R U RY, PRECINCT PIZZA

or insult your customers, who will get the impression you don’t trust them. It’s also time-consuming. My pizzeria does about 1,000 deliveries a week, and 85% of customers pay with a credit card. Even if every customer had his card ready to present to the driver, I estimate it would take an additional 15 seconds to obtain the imprint, adding about four hours a week to our drivers’ delivery time. Additionally, credit cards with raised or embossed numbers are going the way of eight-track tapes, thanks to online credit card processing and the increased security of chip cards. The switch to EMV negatively impacts pizza delivery. Face-to-face transactions aren’t nearly as much of a problem—most criminals don’t want to stand face-to-face with their victims. In more than 10 years of business, Precinct Pizza has dealt with only two or three chargebacks from face-to-face transactions, and I believe most of them were from customers simply trying to get a copy of their receipt. Delivery orders, however, which are all done by manual entry—either over the phone or by the customer online—have recently become a nightmare for Precinct Pizza. In our first 10 years of business, Precinct Pizza processed more than $16 million in credit card transactions and lost only a few hundred bucks in fraudulent delivery transactions. But we have seen a huge increase in delivery 58

fraud recently. From October to December 2016, we dealt with 57 fraudulent transactions, resulting in more than $4,000 in chargebacks, all leading to losses for Precinct Pizza. And that’s not even counting the $20 our credit card processor charges for every fraudulent transaction. Some processors charge more than that, up to $60 per fraudulent transaction. POS PREVENTION So what’s the solution? One company offers credit card readers that can be used with smartphones for magneticstrip or chip cards. But unless you use that company’s POS system, it may be difficult to reconcile your books each day. I don’t think you should buy a POS system just for this feature. Your pizzeria’s POS system should be designed with pizza in mind. I came up with my own custom features and then worked with my POS provider to tweak our system. All of our fraud occurs on delivery orders, and nearly all of it occurs with customers who have never ordered from us before. These customers have zero lifetime orders registered in our POS system. There were a couple of exceptions in which criminals placed multiple orders before we caught them, but the single common thread in these fraudulent transactions is the customer’s lack of history with Precinct Pizza. Each one had zero lifetime orders when they started using fraudulent credit cards to buy pizzas from us. With this information in mind, I contacted my pointof-sales system provider and presented my ideas about how to prevent fraud in the future. My POS company has always been open to my suggestions about feature improvements and has implemented many of them for me, with others still in the works. On the following pages, I will detail the POS-related changes I recommend.

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to impress him. The customer with 186 lifetime orders obviously likes your business and would forgive a late delivery. This is another reason why listing the lifetime number of orders on each delivery ticket is helpful, regardless of credit card fraud.


Some credit card orders trigger a special pop-up window. When a customer with fewer than five lifetime orders tries to pay with a credit card, a pop-up window appears on the POS system’s screen. This pop-up appears for online orders on the customer’s screen as well as on your own store’s computer screen for phone orders. The alert on the customer’s screen states, “When our delivery driver arrives, he will need to make an imprint of your credit card. Will you be able to provide the card to the driver upon arrival?” Depending on whether it’s an online order or a phone-in, the customer can click or answer “yes” or “no” in response. With a “yes” answer, the order proceeds as usual, and the delivery ticket is printed with a line on the driver’s checklist that says, “Get CC Imprint.” But a “no” answer brings the ordering process to an immediate halt. (If the customer is using a fraudulent credit card, he will mostly likely discontinue the order at this point anyway.)

Rick Drury worked with his POS provider to incorporate a few simple but effective tweaks to reduce credit card fraud.


The lifetime number of customer’s orders should be shown on the delivery ticket. With the number of lifetime orders printed on the delivery ticket, the manager will quickly know if this is a regular customer or a new one. If it’s a new or relatively new customer who’s paying by credit card, the manager can be sure to tell the delivery driver to get an imprint of the card. Remember, as long as you have that imprint, you’re covered. This feature can also help your manager make better decisions in regard to routing deliveries. Imagine you’re the manager in charge of routing deliveries on a very busy day. You have two deliveries to send out, each in opposite directions but roughly the same distance away, and just one driver. Which delivery gets a higher priority? If one customer has 186 lifetime orders and the other has only two, I would take care of the customer with two lifetime orders first—that customer is new and you want 60


An imprint-received notification should be added to the customer’s profile. For new or relatively new customers, we added a box to their customer profiles that reads, “CC Imprint Received.” Once a driver has received the imprint from a new customer, he is required to go into the customer’s profile and check this box so we don’t have to keep inconveniencing the customer over and over. Once this box is checked, the pop-up window described above will be disabled for that customer in the future. You can also choose to override the pop-up window for well-known customers who don’t have a lot of lifetime orders on the system. Additionally, an operator might want to bypass the anti-fraud features for commercial deliveries—all of the fraud that I have experienced has occurred on residential deliveries.

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If you want to continue requiring a credit card imprint even for customers with a longer lifetime order history, you can go that route. Personally, I doubt that someone who has ordered once, used a credit card and given us an imprint, would then use a fraudulent card in subsequent orders. It just does not seem likely.


Require security code and ZIP code authentication. For all orders, we now require the card holder to input his three-digit security code and his ZIP code before finalizing the order. This adds another layer of security. These new features may not eliminate fraudulent credit card orders entirely, but I estimate they’ve saved me at least $1,000 per month since I implemented them. An annual savings of $12,000 isn’t pocket change, so most pizzeria operators with a delivery component can benefit from these tweaks to their POS system!

Precinct Pizza, one of the busiest pizzerias in the country, has saved about $1,000 a month by implementing fraud-prevention measures.

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

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CASHING IN ON The Polygamy Porter and Sausage Pie at The Pie Pizzeria is just one example of how pizzerias across the nation are taking advantage of local and national name brands to promote their menu items.


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NAME BRANDS Using familiar brands in your recipes can help improve the sale of classic menu items. By Liz Barrett


hen you offer an Oreo cheesecake, Reese’s dessert pizza or Tabasco hot wings, most guests know what flavors to expect—and are often willing to pay a little more for it. It’s for this reason that more pizzerias

are integrating and promoting brand name products—both local and national—into their menus. While some operators chose to collaborate with name brands on their branded menu items, others simply use the product and feature it on the menu. Regardless, they agree on one thing: Branded items enjoy a marked increase in sales. Here are seven examples of pizzerias that are cashing in on well-known brand names: t

THE PIE PIZZERIA Polygamy Porter and Sausage Pie, made with Wasatch Brewery Polygamy Nitro Porter beer dough, aged mozzarella, linguica sausage, red onions, crushed red peppers, sriracha-lime beer salt and finished with sweet Polygamy Porter reduction “We offer the Polygamy Porter and Sausage Pie for only three months in the spring, and it grows in popularity every year,” says chef Palmer of The Pie Pizzeria, with six locations in Utah. “It’s a local company and product, I like the beer, and I really like the name Polygamy Porter, which is humorous and edgy for Utah. The pie has a sriracha-lime beer salt around the crust, which we make in-house. People know the sriracha flavor, so they know what to expect when they order.”

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URBAN BRICKS PIZZA CO. Nutella Banana Pie With the ongoing popularity of dessert pies, Nutella is quickly becoming a go-to ingredient in pizzerias around the country. “It’s always a good decision to have brand recognition on the menu,” says Sammy Aldeeb, founder and CEO of Urban Bricks Pizza Co. in San Antonio, which serves a dessert pizza topped with Nutella and bananas. “The name Nutella catches people’s eyes. They trust the Nutella name, and since they’ve had it before, they know they’ll like it again.” 

VIEWHOUSE EATERY, BAR & ROOFTOP Smoky Sliders, made with Stranahan’s Colorado Whiskey-marinated slow-cooked brisket, kosher pickles, onion rings and ViewHouse Cherry Pepsi barbecue sauce, served on pretzel buns “Although there was no direct collaboration with Stranahan’s Whiskey or Pepsi, we used these specific ingredients based on the unique flavor component they both add to the pulled pork,” says Brad Manske, vice president of ViewHouse Eatery, Bar & Rooftop in Denver. “Because Stranahan’s is a local brand and we strive to incorporate local ingredients into everything we produce, guests recognize it and almost immediately become curious, thus driving more guests to want to try the dish.”

PMQ Pizza Magazine The Pizza Industry’s Business Monthly

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OLIVELLA’S Rigatoni alla Grey Goose Vodka and Farfalle di Olivella At Olivella’s in North Bergen, New Jersey, chef Salvatore Olivella uses Grey Goose vodka in two popular pasta dishes. One puts a twist on a traditional dish (using rigatoni in place of penne for rigatoni alla vodka), and the other, the Farfalle di Olivella, combines bowtie pasta with Norwegian salmon, shallots, Grey Goose vodka and a touch of salmon caviar. “I want to showcase a diversity of dishes that can’t be found elsewhere,” Olivella says. “Sometimes, I rework the classics. Rather than serving penne alla vodka, I decided to create Rigatoni alla Grey Goose Vodka. Grey Goose is premium vodka from France that has an amazingly smooth quality. For this dish, I combine fresh rigatoni, béchamel sauce and San Marzano tomatoes, then add Grey Goose, which takes a bit longer to evaporate, leaving you with magnificently intensified flavors and aromas.”

MARCO’S PIZZA Ghirardelli Double Chocolate Brownie, made with Ghirardelli chocolate chips and drizzled with Ghirardelli chocolate sauce Darren Gray, senior director of menu and culinary innovation at the Toledo, Ohio-based Marco’s Pizza chain, reached out to Ghirardelli in 2015 to partner on the pizzeria’s Ghirardelli Double Chocolate Brownie. “The partnership between Marco’s and Ghirardelli was a natural fit,” Gray says. “Both companies are American-based and founded by Italians, and both are focused on using the best ingredients.” Chris Eklem, Ghirardelli’s vice president of professional products, agrees, adding, “Our chocolate is made from select cacao beans in a process that has been perfected over the past 160-plus years. By adhering to these exacting standards, our chocolate delivers a rich and intense flavor that consumers love, which contributes to the rich flavor of Marco’s brownies.” 


VIZZY’S PIZZA PALACE BBQ Chicken Pizza with chicken, bacon, onions and Sweet Baby Ray’s BBQ Sauce “I’ve been selling BBQ pizza with Sweet Baby Ray’s for several years now,” says Paul Visingardi, owner of Vizzy’s Pizza Palace in Westland, Michigan. “I didn’t collaborate with the company, but I think the name Sweet Baby Ray’s helps because of its name recognition.” Visingardi also bakes up a pair of Greek pizzas using Niki’s Greek Dressing, a signature salad dressing from Niki’s Greektown, a pizza institution in Detroit.

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GIORDANO’S Wisconsin Mozzarella “We’re very proud that we use 100% Wisconsin mozzarella cheese, which is produced especially for us by skilled local farmers. We want our customers to know that in our legendary stuffed deep-dish pizzas, we use the best-quality mozzarella cheese,” says Jessica Wenson, manager of marketing and public relations for Chicago-based Giordano’s. “Since adding the Wisconsin Cheese Board logo to our menus and advertising materials, we’ve found that customers have been very receptive to the campaign.” 

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

Spicy Pacific-Rim Sriracha Pizza Provided by French’s Food Company INGREDIENTS: 12” pizza crust, par-baked 6 tbsp. Frank’s RedHot Slammin’ Sriracha Chili Sauce 2 tbsp. coconut cream 1¾ c. mozzarella cheese 1/3 c. sausage 2 tbsp. ham 1 tbsp. bacon ¼ c. pineapple tidbits 1 tbsp. green peppers DIRECTIONS: Preheat oven to 400˚F. Combine chili sauce and coconut cream. Spread the sauce over the crust, leaving a ½” border along the edges. Top with cheese, sausage, ham, bacon, pineapple and green peppers. Bake for 8 to 9 minutes, until the cheese is melted and the crust is crisp. Cut into wedges and serve. 68

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Nightclub & Bar: Best of Show Our staff reviews some of the best moneymaking products on display at the 2017 Nightclub & Bar Show. CURDTOWN The market for deep-fried cheese curds is expanding, and I loved the two delicious flavors of cheese curds offered by Curdtown. The original was premium white cheddar goodness, and the seasoned version had a hint of Cajun spices with just the right amount of zest. They can be fried or run through your conveyor ovens. Offer them as appetizers, on burgers or even on top of a pizza. Visit their website for free samples, too! 763-273-8467, 70

Tom BOYLES Account Executive

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

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restaurant innovation, technology & trends

THE PREMIER REGIONAL RESTAURANT SHOW JANUARY 28-29, 2018 presented by the Ohio Restaurant Association

A unique experience for EXHIBITORS to showcase innovative products and engage with industry leaders in the Midwest. The must-see show for RESTAURATEURS who want to connect with leading suppliers and experience the latest industry tastes, trends & technologies.





WWW.MIDAMERICARESTAURANTEXPO.COM To exhibit, contact trade show manager DEBRA SEIPLE at (877) 265-7469 or #MidAmResExpo




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KEGSAFE This product uses science to always keep you aware of the levels in your kegs. Kegsafe is a family-owned company that has harnessed ultrasonic waves to accurately measure a keg’s fullness, down to a .5% margin of error. The software gives minute-to-minute numbers, including temperature of the beer. I would recommend this product to any pizzeria owner who tries to keep good track of his store numbers. 844-692-3375,

Linda GREEN Co-Publisher

TOSSWARE These cups look classy and fancy, and they never shatter. What really caught my eye was the impressive way they can be stacked, making cleanup fast and easy. These crystal-clear glasses come in a variety of forms, such as beer glasses and champagne flutes. They are 100% recyclable and made without BPA in the plastic, which is better for your health and for the environment. These glasses would be exceptional for outdoor events and can be reused or recycled afterwards!

AMSCAN This booth grabbed my attention right away because it was festooned with shiny and colorful party accessories! Amscan offers a large range of customized products, such as disposable plates and cups, to promote your restaurant’s brand and image. These types of products could be especially useful for special events and catering. They will definitely add some fun to your customers’ experience! 800-444-8887,

THE TABLE JACK Any dine-in restaurant can improve its customers’ experience by reducing the wobble in its tables. This product stood out to me because it was designed by a restaurant owner who personally knew the frustrations that customers and staff experience when dealing with imbalanced tables. The Table Jack’s patented design makes it a snap to plant the table firmly back onto the floor with just a simple tap of the foot. It’s ideal for busy restaurants. 72

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shake hands with true italian tradition. EXCLUSIVE NORTH AMERICAN IMPORTS BY ORLANDO FOODS.


andpicked and packed fresh & ripe with generations of tradition, Ciao brand Italian Peeled Tomatoes are produced specifically to meet the needs of Chefs and Pizzaioli alike. We take extra care in selecting our tomatoes to assure maximum maturity of raw materials. These tomatoes are packed in a heavy juice with added fresh basil to yield the perfect balance of whole tomatoes to fragrant, fresh tomato puree according to our most ancient tradition of the Vesuvio region.




nly pure wheat is used in Caputo flours, never any additives or preservatives. Through our longstanding relationships with top wheat farmers around the world, we select only the best wheat available every season. We mill slowly, sacrificing speed for quality to avoid damaging the protein and gluten. Each of our flours was developed in concert with the Pizzaioli, pasta makers, and pastry chefs. We work with them to continiously assure our flour performs to their expectations.

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


Move Over, Kale—Moringa May Be the World’s Next Superfood

One tablespoon of moringa is reportedly equivalent to two cups of leafy greens.


On a Peace Corps mission to Niger, Lisa Curtis was won over by the power of the moringa plant. “I was a vegetarian, and I began feeling weak,” Curtis recounts. “I was experiencing the early stages of malnutrition, so some nurses in the village told me to try moringa, and I got better. After that, I wanted to bring moringa to the rest of the world.” Two crowdfunding campaigns later, Curtis’ startup company, called Kuli Kuli, opened in 2013. “I founded Kuli Kuli to bring moringa to the rest of the world and, in doing so, help to support female moringa farmers like those I worked with in the Peace Corp,” Curtis says. In 2015 her company launched an initiative in partnership with Whole Foods Market, the Clinton Foundation’s Haiti Program and the Smallholder Farmers Alliance. The organizations want to plant hundreds of thousands of moringa trees in Haiti. The initiative, which is already underway, has three major goals: to support sustainable livelihoods for hundreds of farmers; combat drought due to deforestation; and deliver a superfood that’s packed with nutrients to the U.S. market. Just one tablespoon of moringa is equivalent to two cups of leafy greens, the Kuli Kuli website says. It’s also loaded with vitamins A, C, E and several B vitamins. The plant is extremely versatile and can even be added to pizza dough to increase its nutritional content. Visit to find out more and view recipes.

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Tel Aviv, Israel

Hold the ‘S: Domino Pizza Is Not to Be Confused With That Other Company When Raanan Nussel’s father, Gadi Nussel, opened Domino Pizza in Israel in 1972, he didn’t realize he’d be competing against a multinational giant with a similar name one day. “There was no Internet back then,” Raanan recalls. “My father just thought of the name. When Domino’s, the American chain, came to Israel, 20 years after Domino had been in business, we sued them.” The judge allowed both parties to keep their names, but they had to follow certain branding guidelines. Domino had to keep its colors yellow and green with five dots on one cube and three dots on the other cube, while the Domino’s brand had to stay red and blue with two dots and one dot on its logo. The Nussel-owned chain does 70% of its business with dine-in and only 30% delivery. “Our pizza is very different from Domino’s,” Raanan notes. “I believe it’s better—my father is a genius when it comes to dough. It’s also kosher, which is important, because there are so many religious people in Israel.” Today, Domino’s has 55 units in Israel, just five more than the native-born Domino chain. “Bigger doesn’t make you better,” says Raanan. “But I dream one day of taking Domino all over the world.”

Ranaan Nussel’s father, Gadi Nussel, founded Domino Pizza in 1972 without knowing there was a similar chain in America that would one day spread around the world. Now Ranaan has global ambitions of his own.

September 2017

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

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AM Manufacturing. . . . . . . . . . . . . . . . . . . . . . . . . . 219-472-7272 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 59 Ardent Mills . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 888-685-2534 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 37 Bacon Jams . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 856-222-2000. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 17 Bellissimo. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 800-813-2974 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 25 Curdtown . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 763-273-8467 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 76 Detecto . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 800-641-2008. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 39 Edge Ovens . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 888-480-EDGE . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 57 Fontanini. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 800-331-MEAT . . . . . . . . . . . . . . . . . . . . . . . . . . . . Inside Front Cover Galbani . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 800-206-9945 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .50, 51 Graincraft . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 855-809-9089 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 45 Grande Cheese . . . . . . . . . . . . . . . . . . . . . . . . . . . . 800-8-GRANDE . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3 Harbortouch POS . . . . . . . . . . . . . . . . . . . . . . . . . . 866-286-8744 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 19 HTH . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 800-321-1850. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 77 Infrared Dynamics. . . . . . . . . . . . . . . . . . . . . . . . . . 888-317-5255 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 71 La Nova . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 716-881-3366. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Back Cover Liguria . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 515-332-4121. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 49 Lloyd Pans . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 800-748-6251 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 76 MailShark . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 800-457-4275 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 77 Marsal & Sons . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 631-226-6688. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 67 MicroMatic . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 866-327-4159. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 61 Microworks. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 800-787-2068 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9 Mid-America Restaurant Expo . . . . . . . . . . . . . . . 877-265-7469 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 71 Middleby Marshall. . . . . . . . . . . . . . . . . . . . . . . . . . 877-34-OVENS . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7 North American Bancard . . . . . . . . . . . . . . . . . . . . 877-891-9386 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 42, 43 Orlando Foods. . . . . . . . . . . . . . . . . . . . . . . . . . . . . 201-368-9197. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 73 Our Town . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 800-497-8360. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 81 PCI Pizza Cono . . . . . . . . . . . . . . . . . . . . . . . . . . . . 732-707-9009 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 65 PDQ POS . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 877-968-6430 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 23 Peerless Ovens . . . . . . . . . . . . . . . . . . . . . . . . . . . . 800-548-4514. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 76 Perfect Crust . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 800-783-5343 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 77 The Pizza Pie Tower . . . . . . . . . . . . . . . . . . . . . . . . 718-894-1212. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 82 Polly-O . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 33 Precision Mixers . . . . . . . . . . . . . . . . . . . . . . . . . . . 877-R-MIXERS . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 59 Slice. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 844-880-2346 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 99 Somerset Industries. . . . . . . . . . . . . . . . . . . . . . . . 978-667-3355 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 71 Stanislaus. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 800-327-7201 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4, 5 Stitzii . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 818-StitZii . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 31 Tyson . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 13, 15 Univex . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 800-258-6358. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 65 WestRock . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 53 XLT Ovens . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 888-443-2751. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 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. September 2017

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Turning New Movers Into Loyal Customers How does New Mover Marketing vary from typical direct mail? Our Town America has the answer.


ou know who your favorite customers are, right? You’re probably thinking of one of them right now— the ones that order the same pizza every time they come into your restaurant, whether it’s the same day each week or even every day of the week! These are the customers you get to know the best, as you build a relationship that extends beyond the transaction. Have you ever had one of those great regular customers disappear? Suddenly, they stop coming in or ordering every Friday. What happened to them? Chances are, they moved. You did everything right to keep that customer, but unfortunately, they have relocated and will find themselves another pizzeria in their new hometown. What most business owners fail to take into account is the opportunity with the families that have moved  into  their


area. Why can’t these new families become your new loyal customers? That’s where New Mover Direct Mail comes in. Nineteen percent of the population moves every year, and in targeting this small but very potent market of new families, you have an opportunity to earn their business before your competitor does. If you can get them into your restaurant to try your pizza, you can turn them into a regular customer, right?

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Our Town America is the nation’s leading new mover direct mail marketing company and can bring new families to you by sending them a Welcome Package filled with free one-time housewarming gifts from the local businesses in your area. While most direct mail programs attempt to get current customers to come back again, those customers typically have pre-established purchasing patterns and don’t necessarily need a coupon or discount to come visit your business. It’s important to note that some direct mail programs mail to tens of thousands of homes, and will mail to the same home more than once. Unfortunately, this results in you only being able to offer a watered-down coupon, which, over time, can create “coupon-dependent” customers who only come in for discounted offers. Typically, these types of customers are not as loyal.

With Our Town America, you will only be targeting people who have never been through your business doors before, as they just moved to the area. By mailing to these new customers one time only, you can provide a much more generous gift. When compared to the typical coupon mailed to existing customers, a generous offer mailed to new movers will create a higher rate of response. Treating these valuable new movers like royalty will turn them into regular customers and will help grow your business for years to come! If you’re looking to boost your sales by bringing in a new audience of new movers every single month, check out your area availability and sign up online now on Our Town America’s brand-new New Movers on Demand platform! For more information, visit or call 800-497-8360.

NEW LOOK, SAME INDUSTRY-LEADING NEW MOVER MARKETING PROGRAM • Reach a NEW set of new movers every month • Be our exclusive pizza partner in your area • Target by demographic neighborhood • Gather detailed data of new customers • Marketing Budget? No problem Town • Track ROI with Our Tow TruTrak™ smartphone app

Check Out Your Area Availability & Sign Up Online Now!

Call 1-800-497-8360 x226 September 2017

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The Pizza Pie Tower: A New Eye-Catching Display for Slices


ounter and table space in a pizzeria are valuable commodities. Hi-Tech Metals, the inventor and manufacturer of the Pizza Butler, is proud to announce its newest innovative solution: The Pizza Pie Tower. Because Hi-Tech Metals designs items used to display and serve food products, specifically pizza, The Pizza Pie Tower was created to showcase pizzas in slice form. The Pizza Butler was invented to allow more space at dining tables and has been used for display counters as well. This is a great solution for pizzeria operators and provides an additional use for displaying half pies. With the Pizza Pie Tower, you can now do the same for slices or other grab-and-go items, not to mention catering displays. The Pizza Pie Tower allows you to save space on your counter for other items, and its unique lifted structure and sleek appearance create a modern-looking presentation that your customers and guests won’t soon forget. Your pies will really grab attention in this popping, three-dimensional display that fits five, six or even seven pies in a space that normally allows only two. The Pizza Pie Tower’s sturdy construction supports


full pizza pies in tower formations, and Hi-Tech Metals can even personalize your Pizza Pie Tower trays with engraved logos to help you better brand your restaurant. Pizza Pie Towers come in convenient sizes, including both large and small stands, and fit standard-diameter pies. They can also be used to display other moneymaking items from your menu, such as cannoli, cakes, pies or anything else that will catch the eye and encourage impulse purchases. Custom sizes are also available. All work by Hi-Tech Metals is done in the company’s 65,000-square-foot factory using the latest state-of-the-art machinery right here in the United States! Hi-Tech Metals offers a wide range and variety of services, from designing and engineering assistance to final assembly solutions for your custom needs. Contact Hi-Tech Metals directly for additional information or to learn about or order custom sizes at 718-894-1212, ext. 218 or 917-559-6751. You can also visit to learn more about this one-of-a-kind display technology.

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Direct Mail That Delivers

Get in On the Action

Mspark’s direct mail campaigns deliver measurable results and positive ROI. Sophisticated targeting allows the company to �ind the customers most likely to buy your pizza and send your message directly to them; one local pizzeria increased sales by 59% after a single mailing and gained 150 new customers. As a special for PMQ readers, buy three, get one free wrap mailing. 888-612-5711,

Action Displays offers customimprinted beer mugs and wine glasses to set you apart from the competition. To create a new revenue source, just put out a table tent that says, “Buy the drink and keep the glass!” There’s no better way to get your product back to the customer’s home as a constant reminder of your pizzeria. 949-274-0930,

The Perfect Online Ordering Package

Italy’s Favorite Sparkling Water Known for its natural effervescence and �ine, creamy perlage, Ferrarelle water springs from an ancient volcanic source in an area bordered by the extinct Roccamon�ina volcano and the foothills of the Campanian Apennines in Italy. During its journey to the Riardo plateau, the water is naturally puri�ied and enriched with several minerals. 866-999-8490,

iMenuToGo provides a branded online ordering solution for web and mobile, with 0% commission and a �lat monthly fee. The package includes a uniquely designed app for both iPhones and Androids; a custom-designed, responsive online ordering website; and ongoing support. It can also be fully integrated with Harbortouch Dinerware POS systems. 718-767-7554,

Creamy, Hot and Zesty Add zest to your pizza with Creamy Hot Sauces from Dave’s Gourmet. Open a bottle, and you’ll smell the aromas of fresh garlic and ginger. At �irst taste, the creaminess and hint of citrus are rich and soothing; then the layers of moderate spiciness unfold and warm your palate without shocking it. Flavors include Creamy Roasted Jalapeño, Creamy Ginger Citrus and Creamy Garlic Red Pepper. 800-758-0372,


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The Must-Have Dough Tray MFG Tray dough trays and dough boxes can be integrated into large-production pizza and baking operations for improved product handling and storage. Nearly airtight stacking capability protects and extends product life and reduces the frequency of dough production, while the smooth surface resists stains and moisture and is easily cleaned in standard washers. 800-458-6050,

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BEE ATOMIC ........................................................................Independent Restaurant Loyalty Marketing APPS • EMAIL • TEXT (Packages Start @ $99) | | 813.355.9977

BAKING STONES FIBRAMENT-D and FIBRAMENT PLUS BAKING STONES 708-478-6032 .................................... NSF approved baking stones for all ovens by AWMCO


Authentic Flavor for Modern Menus BEVERAGES ON TAP



New Paddle Board Award!

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

by Box Top Advertising Inc.

X High Quality, Laser Engraved X Perfect award for anyone that deserves recognition in the pizza industry. Call us today at 302-378-7895 or e-mail us at to place your order!


CELLONES.COM • 800.334.8438


Contact - Joe Dicenzo



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Kiosks iPad POS Printers Cash Box Card Swiper Website Mobile Apps Fast Deposit Gift Cards Email

more than a POS, more than online ordering ( 888-402-6863 )

Choosing a POS: right the first time 1-888-400-9185




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



Pizza Technology that Delivers.



Now Offering Gelato & Tiramisu Cups

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

Make it count


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DeIorio Foods



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


• 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 ........... ......... fax: 908-276-9483

When Dough Matters! Eliminate racks, lids and tins with our stackable, airtight and cost effective Dough Trays. 1-502-969-2305 COST EFFECTIVE





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




Premium Flours Make Gluten-Free Tasty & Easy! Tel: 310-366-7612 E-mail: Web: September 2017

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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 -

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 • •

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

150 years of premium pizza flour

Heckers & Ceresota



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

SINCE 1843 THE UHLMANN COMPANY 1-866-866-8627

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



Heat your Restaurant with SUNPAK® Outdoor Patio Heaters Wall or ceiling mounted, nothing on the floor Natural Gas or Propane Models

Bringing Italian Back to Pizza

Made in the U.S.A.


Exclusive North American Importer of Ciao Tomatoes and Caputo Flour 201-368-9197 | 88

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INSURANCE Scan for Demo

Premium Flours Make Gluten-Free Tasty & Easy! Tel: 310-366-7612 E-mail: W H O L E S Web: O M E & D E L I C I O U S ™ WHOLES


PIZZAPRO .............................................................Low cost pizza delivery insurance program Contact Julie Evans (717)




Ovens Mixers Prep Tables Walk-ins Parts Smallwares


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Pizza’s Great Storyteller

Radio-style stories to bring customers in. Let pizza’s greatest storyteller make you a local pizza hero! • Fully-produced 1-minute pizza stories

Hear samples at

Rix Quinn








with Di rect Mai l! BUY 3 WRAPS,

GET 1 FREE! PMQ Quarter Resource Guide PRESS.pdf





2:48 PM

CALL TODAY: 1.888.612.5711

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.



Precision HD-60 Pizza Mixer 7-Year Unconditional Parts Warranty on all gears and shafts in the planetary and transmission! • 1-877-R-MIXERS

Reach More Hungry Customers with an Occupant List

The Original Variable Speed Mixer

• Saturate neighborhoods with your message

Varimixer Strong as a Bear.

• Personalize for more effective campaigns • Save on postage It’s better than Every Door Direct Mail – and we’ll throw in free mailing software!


Get a Free Quote Now 1-800-MELISSA


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

V6OP • 14240 South Lakes Dr • Charlotte, NC

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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. |

Grow Your Business with the power of online ordering More Orders. Starting Now. or (844) 880-2346



OLIVES THE WORLD`S LARGEST OLIVE AND OLIVE OIL PRODUCER ACORSA USA 2200 FLETCHER AVE. SUITE # 702, FORT LEE, NJ 07024 Tel. 201-944-0474 ...... Fax # 201-944-1279 ... 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.



Ten case minimums. Pizza, sub, slice, kids and other boxes available.

800-626-0828 |



TAKE YOUR IMAGE TO THE NEXT LEVEL 7” to 36” Custom Boxes and Odd Sizes Available


Rectangular Flat Bread Boxes Available

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

PIZZA BOX LINERS Dinerware Integration Online Mobile Ordering Solution for Restaurants


$99 Monthly 0% Commission Go Mobile Today! (718) 676-7554

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High Quality Pizza Tools

Made in Italy   Since 1986    Phone 630-553-9135 92

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Stone Deck, Pizza Dome, and Bakery 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



WOOD FIRED OVENS 888.239.0575 EARTHSTONE OVENS, INC. 6717 San Fernando Rd..................................Glendale, CA 91201 800-840-4915 ....................Fax: 818-553-1133 ............................. All units UI listed. MARSAL & SONS, INC. ................................................The new standard in the Pizza Industry Brick Lined Deck Ovens • Standard Deck Ovens • Prep Table Refrigeration 631-226-6688.................... WOOD STONE CORPORATION..................... Stone Hearth & Specialty Commercial Cooking Equipment ............................1801 W. Bakerview Rd.................................... Bellingham, WA 98226 TOLL Free 800-988-8103Fax: 360-650-1166 September 2017

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


• Pizza Preparation and Delivery Products •


33709 Schoolcraft • Livonia, Michigan 48150 (734) 421-1060 • FAX: (734) 421-1208 Introducing



National Marketing, Inc. 800-994-4664


Fax: 734-266-2121

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

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

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


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


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888-915-8369 No Money Up Front On All Mailings Mail & Pay Weekly!

Menus This coupon is only valid at the Hanover location.


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


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


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


(Dine in or carryout only)


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

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

buffet bunDle


Wings 50¢

Large 1 Topping Pizza, and a Large Soda

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

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


3 Large $ One Topping Pizzas (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: 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


(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


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

• Wireless Connection Between Scale Base and Indicator • Stainless Steel Platform for Easy Clean-ups • Powered by Off-the-Shelf AA Batteries (not included)

4138 Hanover Street New York, NY 10038


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


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


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® 1-888-457-4275


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


2 Large Pizzas (Dine in or carryout only)



buffet Deal

Buffet and Drink (Limit Five per COupon)



(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


Example 3.indd 2

8/18/15 11:28 AM

Original New York Style Pizza Order Online »


4138 Hanover Street

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

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® 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!”


Folded Magnets




Buy One Large Pizza

Buy One Medium Pizza

Get One FREE

Get One FREE

(Dine in or carryout only)

(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: 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



3 Large One Topping Pizzas $

Wings 50 ¢


(Dine in or carryout only)



(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: 3

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



2 Buffets & 2 Fountain Drinks $

Drinks in Drive-Thru

5138 Hanover Street New York, NY 10038


©2014 Mail Shark® 1-888-457-4275

5138 Hanover Street New York, NY 10038



(800) 641-2008





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



Any Large Pizza $

2 Large Pizzas $

(Dine in or carryout only)

(Delivery or carryout)





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




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


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.


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.


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


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®




BreaD StickS

Home of the Big Daddy Pizza Special


Large 3-Topping Pizza




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

From Our Den to Your Den

Large 1-Topping Pizza and 8 wings


CodE: KY


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

From Our Den to Your Den

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

Pizza Hut Socal DH B 08 16.indd 1

8/18/16 8:21 AM

Pizza & Sticks

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



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


8/18/16 8:21 AM


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


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


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


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


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


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.



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

From Our Den to Your Den


3/2/16 10:09 AM

Foxs Pizza Punxsy 2SBT 02 16.indd 2

3/2/16 10:09 AM September 2017

RG-Sept17.indd 95


8/10/17 2:15 PM



see more at

(631) 226-6688


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



PMQ Pizza Magazine The Pizza Industry’s Business Monthly

RG-Sept17.indd 96

8/10/17 2:16 PM




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. | 800.291.3862


• Wireless Connection Between Scale Base and Indicator • Stainless Steel Platform for Easy Clean-ups • Powered by Off-the-Shelf AA Batteries (not included)


(800) 641-2008 Commercial weighing scales for restaurants, catering, delis, and other retail markets. 262-236-0000


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



The Best Tomatoes Italy has to Offer Imported to North America exclusively by Orlando Foods.

201-368-9197 | September 2017

RG-Sept17.indd 97


8/10/17 2:16 PM


Cottage Inn Ann Arbor’s first pizzeria has grown into a multinational brand through a mix of innovation and old-school values. By Tracy Morin


reek immigrant Nicholas Michos always loved pizza, so buying the popular Cottage Inn in Ann Arbor, Michigan, in 1960 was a no-brainer. The pizzeria has since remained a one-family affair: Nicholas and his two brothers-inlaw manned the business until the mid-’80s, when he bought them out and brought his two sons on board. Nicholas passed away in 2014, but his sons remain active owners; George Michos, CEO, handles food purchasing and brainstorms new products, while Theo, CFO, handles the properties. “We’ve never cut corners—offering fresh, healthy and high-quality food that we’re proud to serve our own families,” says Deborah Masse, senior VP of Ann Arbor-based Cottage Inn, now with 57 U.S. locations. “That’s been key to our success from the beginning.”

(Clockwise from left) Nick Michos’ humble roots started in this Greek village; Nick works at the original store; Ann Arbor’s flagship location was the town’s first pizzeria; a history wall at each location tells the Cottage Inn story.

Franchising kicked off in the ’80s, but it wasn’t until 2013 that efforts shifted into high gear. In 2014 and 2015, 15 stores opened; its first international location hit China in late 2016, helmed by a visiting University of Michigan scholar who fell in love with the product, and four outposts have been added this year. Cottage Inn Taverna, a new concept introduced over the summer, hearkens back to the older days, with a quick-serve cafe feel, beer and wine, and a smaller footprint with limited seating. Today, nine locations are company-owned, with about 20% serving lunch buffets, but most focus on carryout and delivery, with dozens of gourmet pizza options like the No. 1-selling Barbecue Chicken featuring clean, premium ingredients (pizza still comprises 85% of sales). “We do it all, from glutenfree and thin-crust to traditional round pizzas and deep-dish,” Masse reports.

“We’re looking to expand further, but pizza is so hands-on that it takes a unique person to ensure the best service and products.” In recent years, Masse has encouraged the company to embrace digital marketing, text marketing and social media, with resounding success—today, stores boast rates of 40% online ordering. Giving back also remains a priority, as the brand offers a loyalty program and encourages franchisees to fundraise for local schools and hospitals. Meanwhile, plenty of longtime employees help uphold standards—another key to the company’s success over nearly 70 years. “You have to be a hands-on hero and a cheerleader for your staff, sharing appreciation for your employees,” Masse notes. “Those are the franchisees who are most successful. It takes a village!”


PMQ Pizza Magazine The Pizza Industry’s Business Monthly

halloffameSept17.indd 98

8/10/17 2:16 PM

Grow Your Business With Slice

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6,000+ pizzerias already on Slice The easiest online ordering experience for your customers Free personalized marketing programs No in-restaurant technology required Larger orders more often

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More Orders. Starting Now. Call (844) 880-2346 or visit halloffameSept17.indd 99

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halloffameSept17.indd 100

8/10/17 2:16 PM

Profile for PMQ Pizza Magazine

PMQ Pizza Magazine September 2017  

PMQ Pizza Magazine September 2017