PMQ Pizza Magazine October 2018 by PMQ Pizza Magazine

PIZZA MAGAZINE THE WORLD'S AUTHORITY ON PIZZA | PMQ.COM | PIZZATV.COM

October 2018

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Caputo offers authentic Italian artisan cheeses to add delicious distinction to any menu.

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PIZZA

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We celebrate National Pizza Month with a cover art contest for our readers! PAGE 48

Cover art by contest winner Mike A. — mikeanyc.com

Chicago-Style Deep Dish 34

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Getting the Most From Gift Cards 58

Automated Phone Systems 66

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the skill To reach an intended outcome, the journey there has to be flawless.

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October 2018

PIZZA MAGAZINE THE WORLD'S AUTHORITY ON PIZZA | PMQ.COM | PIZZATV.COM

PMQ PIZZA MAGAZINE | Volume 22, Issue 8

October 2018

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The Pizza Industry’s Business Monthly | PMQ.com

PIZZA

We celebrate National Pizza Month with a cover art contest for our readers! PAGE 48

Cover art by contest winner Mike A. — mikeanyc.com

Chicago-Style Deep Dish 34

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Getting the Most From Gift Cards 58

Automated Phone Systems 66

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ONLINE @ PMQ

FIND US ONLINE

AS SEEN ON PIZZATV.COM NEW CONTRIBUTOR: SON OF A PIZZA MAN Another new face on PizzaTV, Son of a Pizza Man is about making homemade pizza. The viewer is invited into his kitchen as he makes all different type of pizza including Boba Pizza from Taiwan, Gluten-free Brown Rice Pizza and even Keto Pizza. You can’t go wrong with a clever, Dusty Springfield-inspired name like Son of a Pizza Man, we’re glad you’ve joined PizzaTV. Check out this new take on the standard pepperoni pizza, The Pizza Casserole for One. W W W. P I Z Z AT V. CO M / P I Z Z A C A S S E R O L E

If you’d like to contriube to PizzaTV.com and our Roku channel, send links to your best video content to info@PizzaTV.com.

EXCLUSIVELY ON PMQ.COM

HOW TO OPEN A PIZZERIA AFTER RETIREMENT A 2017 Biz2Credit study found that loan approval rates are highest for borrowers in their 50s or older. That means retirees or those getting ready to retire may have a bigger advantage than they think when it comes to opening a pizza restaurant.

THE 8 ESSENTIAL FEATURES OF A SUCCESSFUL PIZZERIA WEBSITE Your website is often your first point of contact with potential customers. But does it have all the essential features needed for success? From location and contact info to coupons and social media, we look at the website must-haves that too many pizza operators overlook.

P M Q . CO M / P I Z Z A R E T I R E M E N T P M Q . CO M / W E B S I T E E S S E N T I A L S

HOW TO REDUCE PLASTIC WASTE AND STILL KEEP CUSTOMERS HAPPY Eliminating or reducing singleuse plastic in your pizzeria— including straws, utensils and take-home boxes—can help the environment and provide a great PR opportunity. An expert in sustainability details four ways to cut back on plastic waste generated at your restaurant.

HOW TO BENEFIT FROM “NEAR ME” WEB SEARCHES A recent consumer survey found that 84% of “near me” searches on the web are for food. And potential customers typically click on the first two or three search results they see. We offer tips for improving your pizzeria’s “near me” search results for topof-mind awareness. P M Q . CO M / N E A R M E S E A R C H E S

P M Q . CO M / R E D U C I N G P L A S T I C

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IN THIS ISSUE

OCTOBER FEATURES ON T COV HE ER

To celebrate National Pizza Month, PMQ hosted a Create Our Cover challenge. Our winner, Mike A., walked away with bragging rights and a pocket full of $500!

Your Story? 30 What’s Dough Girl

Style: 34 Chicago Fork-and-Knife Pizza

Get Carded

Time: 40 Meating Italian Meats

A Conversation About Phone Systems

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Full Line

We are the dough makers and sauce tasters. We are oven starters and cheese graters. We start early to make the best possible products each and every day. We know pizza. We source only the finest ingredients, providing the best tastes and flavors of Italy. From the Mozzarella cheese to premium High Gluten Flour. We have you covered. www. BellissimoFoods.com

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IN THIS ISSUE

Chef’s Corner: Leah Scurto and The Rosemary Sicilian Grandma Pizza PMQ.COM/1018B

In Lehmann’s Terms: Combat Chewy Dough

Think Tank: Why Do I Need a POS System?

Pizza Without Borders: Italy’s Affair With Specialty Flour

Recipe of the Month

Pizza Hall of Fame: Modern Apizza

PMQ.COM/1018C

P I Z Z AT V. C O M / V I D E O / M O D E R N A P I Z Z A

IN EVERY ISSUE 6

Online @ PMQ.com

SmartMarket

From the Editor

Idea Zone

From the Inbox

Product Spotlight

Moneymakers

The Pizza Exchange

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

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FROM THE MANAGING EDITOR

Bill DeJournett Managing Editor

MY KIND OF TOWN My first visit to Chicago was in 1992, when I was a graduate student at Northern Illinois University. Three of my friends and I packed up the car and made the one-hour trek into the city to hear a performance by the Chicago Symphony. I fell in love with the city, making several visits over the next year and a half to sightsee, revisit the symphony and attend performances by the Lyric Opera. But, after graduation, I moved back down South, and it would be several years before I returned. In 1998, I made the first of many return visits to the Windy City to attend an annual conference held in the Chicago Hilton and Towers (formerly the Conrad Hilton). It was this historic hotel that had been a focal point for protesters during the 1968 Democratic Convention. The anecdote goes that the hotel staff, concerned that the mob would overrun the hotel, tried to lock the front doors. While frantically searching for the keys, the staff came to the realization that the doors had never been locked since the hotel opened. Since that 1998 visit, I have returned at least once a year for business or pleasure. I think I have stayed at almost every major hotel in The Loop. Of all American cities (except for the town where I live), Chicago is by far my favorite. Of course, one of my favorite things to do in Chicago is eat, and pizza is always on the menu. Although native Chicagoans prefer thin-crust, tavern-style pies, most Americans think of deep-dish or stuffed crust when they think of Chicago. I have my

personal favorite in Chi-Town, a little place on Wabash just down from the Palmer House. It’s not one of the “usual suspects,” but, hey—it’s become my go-to pizzeria when I’m in town. In this issue of PMQ, Liz Barrett Foster digs deep into the deep-dish and stuffed crust styles that many associate with the city. A frequent visitor to the City of Broad Shoulders herself, Liz has been to just about every famous pizzeria there. You may think you know all about this popular regional style, but trust me—you’ll learn some things you didn’t know about deep-dish and stuffed crust pizza. Meanwhile, elsewhere in the issue, Tracy Morin delves into the culinary cornucopia of Italian meats. And, with the holiday season fast approaching, we discuss the ins and outs of gift cards—how they work, how to use them to promote your loyalty program, and how to best market them. Morin also delves into the modern technology of automated phone systems and which features can boost the bottom line for operators. Our social media specialist Heather Cray tells us the inspiring story of the “Dough Girl,” Mar Diego, in this month’s What’s Your Story feature. Finally, of course, we have the winner of our cover art contest, Mike A. from New York City, and feature in this issue some of our other amazing submissions. Thanks to everyone for participating! Happy National Pizza Month, and have a great Halloween!

CMY

PIZZA MAGAZINE THE WOR LD'S AU THOR ITY ON P IZ Z A | P MQ.COM | P IZ Z ATV.COM

October 2018

ON THE COVER: We celebrate National Pizza Month with some great art by our cover contest winner, Mike A. of New York City!

Art THE

PIZZA

We celebrate National Pizza Month with a cover art contest for our readers!

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Cover art by contest winner Mike A. — mikeanyc.com

Chicago-Style Deep Dish 34

A Publication of PMQ, Inc. 662-234-5481 Volume 22, Issue 8 October 2018 ISSN 1937-5263 Publisher Steve Green, sg@pmq.com ext. 123 Co-Publisher Linda Green, linda.pmq@gmail com ext. 121 Managing Editor Bill DeJournett, bill@pmq.com ext. 130 Editor at Large Liz Barrett, liz@pmq.com Senior Copy Editor Tracy Morin, tracy@pmq.com Editorial Consultant Rick Hynum, rick@pmq.com

International Correspondent Missy Green, missy@pmq.com Art Director Eric Summers, eric@pmq.com ext. 134 Creative Director Sarah Beth Wiley, sarahbeth@pmq.com ext. 135 Senior Media Producer Daniel Lee Perea, dperea@pmq.com ext. 139 Social Media Manager Heather Cray, heather@pmq.com ext. 137 Video Editor Blake Harris, blake@pmq.com ext. 136 Chief Financial Officer Shawn Brown, shawn@pmq.com Circulation Manager Sherlyn Clark, sherlyn@pmq.com ext. 120

Getting the Most From Gift Cards 58

Automated Phone Systems 66

Test Chef/USPT Coordinator Brian Hernandez, brian@pmq.com ext. 129

Sales Assistant Brandy Pinion, brandy@pmq.com ext. 127

ADVERTISING

PMQ INTERNATIONAL

Sales Director Linda Green, linda.pmq@gmail com ext. 121

PMQ China Yvonne Liu, yvonne@pmq.com

Senior Account Executive Tom Boyles, tom@pmq.com ext. 122

PMQ Russia Vladimir Davydov, vladimir@pmq.com

Account Executive Aaron Harris, aaron@pmq.com ext. 138

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

Account Executive Chris Green, chris@pmq.com ext. 125

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 9, Cedar Rapids, IA 52406-9953. 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.

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FROM THE INBOX

Pizza Hall of Fame inductee Salvatore’s Pizza recently added a showcase graphic to the trailer they set up at fairs, such as the Erie County Fair.

FAIR WEATHER

THE PIZZA KING OF LEOMINSTER

I just wanted to touch base with you and send you a photo of our trailer here at the Erie County Fair. I just had this graphic added, featuring the fact that we are a 2016 Pizza Hall of Fame inductee. Again, I can’t thank you enough for the opportunity. It is certainly a great talking point when selling our brand and our products. Thanks again!

My name is George McNamara, a small, independent owner of King of Pizza in Leominster, Massachusetts. I’ve been getting your magazine for several years now, and I absolutely love it. I’ve even offered it in my little restaurant—people read as they’re waiting for their food. Congratulations on your launch of PizzaTV on the Roku streaming service. I’ll be registering our place shortly, as you suggested in the August issue of PMQ. Again, I love your magazine. We small, independent owners appreciate the guidance it provides us. Keep up the good work and best of luck!

Sal Butera Salvatore’s Pizza Hamburg, NY The trailer looks great, Sal—and we’re thrilled that your welldeserved placement in the Pizza Hall of Fame is bringing you more attention and business!

George McNamara King of Pizza Leominster, MA via voicemail Thank you, George, for your kind message. We’ve shared it among our staff as inspiration, and now we’re sharing with the whole industry in the pages of PMQ!

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IN LEHMANN’S TERMS

KEEP YOUR THIN CRUST FROM BECOMING TOUGH AND CHEWY The Dough Doctor offers a few tips on how to keep your crust crisp. By Tom Lehmann

Q A

Our thin crust is always tough and chewy, and nothing we do seems to help. What are we doing wrong? There are a number of things that can impact a thin crust, resulting in a tough, chewy crust. One of the most common causes is insufficient dough weight for the diameter of the pizza being made, resulting in dough that is so thin in the center that the heat reaching the bottom of the pizza passes through the dough and is dissipated as steam when it reaches the sauce (which is approximately 90% water). Therefore, the resulting crust is only partially baked, causing the tough, chewy texture. To see if this is the cause of your tough crust, increase the dough ball weight by 1 ounce. If that helps, you can fine-tune the dough ball weight in ¼-ounce increments to find the weight that works best. Along the same lines, the use of a dough sheeter/roller has also been implicated in tough and chewy crust issues. Passing the dough too many times through can overly de-gas the dough and, if not allowed to proof for 20 to 30 minutes prior to baking, can allow heat to readily pass through without achieving a thorough crust bake. Another common error is pre-saucing the skins in preparation for busy periods. If you do a pre-prep of the skins, be sure to lightly brush the surface of the dough with a little oil to create a moisture barrier between the dough and the water in the sauce. It’s a common practice to add water to the

sauce to thin it out to a better spreading consistency. It is also a common (though never recommended) practice to add more water to the sauce when food costs rise. This is false economy, as the additional water added to the sauce only further dilutes the flavor and increases the probability of weeping of the sauce. When weeping occurs, the water freely flows out of the sauce onto the surface of the dough, where the water inhibits proper baking of the crust. The crust may be crispy when it comes out of the oven, but it very quickly loses any crispness and becomes tough and chewy as the retained moisture in the poorly baked portion of the dough begins to migrate throughout the entire bottom of the crust. In this case, the edge of the pizza, where there isn’t any sauce, will remain reasonably crispy, while the rest of the pizza will be limp as a dish towel. A quick and easy test to determine if this might be the cause of your problem is to place a spoonful of sauce onto a porcelain or plastic plate and allow it to sit undisturbed for 30 minutes. If you see water flowing away from the mound

Tom Lehmann was the longtime director of bakery assistance for the American Institute of Baking (AIB) and is now a pizza industry consultant. PMQ . CO M/D O UG H

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of sauce, it might be overly thinned. Reduce the amount of water added to the sauce to see if the pizzas retain their crispness longer. Watch your employees at the prep table. Ask if there is a potential problem with the sauce separating. If you see them constantly stirring the sauce before each use, it is most likely because they are seeing the separation taking place in the sauce pan before it ever gets put on the pizza. A third common cause of tough, chewy crust is a lack of yeast in the dough formula. In this case, the dough is mismanaged in one of two ways: The dough temperature is too warm, or the dough balls are placed into covered dough boxes, which doesn’t allow for effective cooling of the dough balls. Either a warmer than normal dough temperature or dough balls that are not cross-stacked for a long enough time before lidding the dough boxes can result in dough that over-ferments or “blows” during the night. When blown dough happens, your store will smell like a brewery when you come in the next morning—that’s the first clue that the dough might have blown during the night. The second clue is when you see dough boxes tipped onto the floor, oozing dough as you open the retarder door. A common reaction is to reduce the yeast level until this doesn’t happen again. However, this can result in reducing the yeast to such a low level that it cannot provide adequate leavening power to support the weight of the toppings

during the critical first few seconds of baking, when the cell structure of the crust is formed. In this stage, the large, open cells provide the needed thermal break between the bottom heat source and the top of the pizza. If the cells collapse, the resulting crust is dense and creates a poor thermal break, so all of the heat applied to the bottom of the crust readily passes through without getting the dough sufficiently hot to create the desired texture in the finished crust. The solution here is to make sure you achieve the targeted finished dough temperature (you’d be surprised at how many pizzerias never check the finished dough temperature). Use a temperature range of 76˚ to 78˚F as your targeted finished dough temperature to start with, and you won’t be too far off the mark. If you are not cross-stacking the dough boxes or are cross-stacking them for a short time (less than 2 hours), try cross-stacking the uncovered dough boxes as you place them in the retarder. Allow boxes to remain cross-stacked for 2½ hours or until the internal temperature of the individual dough balls reaches 50˚F, then apply the lids to the boxes to prevent drying for the remainder of the cold fermentation time. Wipe the top of the dough balls with oil after they are placed into the dough box to prevent drying of the balls during the cross-stack period. Careful attention to these details will help you avoid a tough, chewy crust!

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THE THINK TANK

DANIEL PEREA

WHY DO I NEED A POS SYSTEM? Pizzeria owners share the advantages of working with a POS system. December: I have a new POS system coming in soon. I understand that it’s something no restaurant can do without, and that it saves money, eventually paying for itself. I just don’t get how. Daddio: The first thing that comes to mind is the reduction of

mistakes. A handwritten special instruction on a ticket that is difficult to read can cost time and money. A worker adding up the bill incorrectly is another example. Sunnyboy: A POS system will help make things more professional within the store. You will have greater accuracy and data on all aspects of your restaurant, and it should make everything you do easier. The difference in profitability comes from how you use the data that you get from it. Use reporting to see where the peaks and troughs of sales are in a week or day. Look at the sales mix and eliminate or change unpopular items on your menu. Use the inventory modules to track food costs exactly, and use the customer data that you collect to market. Steve P: It will ensure that extra-charge items are not only

charged but charged the correct amount. Reporting will also be much easier and quicker. Your POS system may also help with marketing and customer loyalty, which may help bring in additional revenue.

Steve L: In addition to all of the great points posted above, if a

POS system is set up and being used properly, it can help you avoid giving away free items, such as extra dressings. That does make a difference. There are additional ways a POS system can save you money and pay for itself. It reduces the time needed for many different processes, making your life much easier. For example: Time cards, payroll and scheduling: You don’t need to write down how many hours each employee has and calculate the hourly pay rate to do payroll, since most POS systems already have that option. Plus, with a scheduling feature, all you need to do is create it once and you’re done, if you keep a consistent schedule. If you track inventory, you would know what’s needed for your next order on items you track, plus you’d be able to compare previous orders vs. sales weeks to see your numbers. You can do that manually, of course, but can you imagine the time needed to enter all of the information in spreadsheets daily? Reporting: You can get any report you need at any time. No need to search vendor invoices, daily sales, and expenses to get the results you want. Everything is just a few clicks away. Delivery and mapping: There is no better way to dispatch drivers and organize routes, and a POS system makes cashing out drivers at the end of their shift much easier. A delivery module makes the entire process a breeze. No need to stare at

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Mondo: It can save you a little on labor. If you’re handwriting orders and calculating totals, it’s going to take you double or triple the amount of time for every order. For instance, say you typically need three phone people on a Friday night. With a POS

DANIEL PEREA

a map anymore, since you know the exact location, distance and approximate drive time for each customer entered into the POS system. Online ordering: A customer places his order online, pays online, and drives to your store to pick up his food. You don’t need time on the phone taking the order, rushing the customer, taking his card number over the phone, or sending the order to his house. That might not be the case on all or even most online orders, but when it is, it counts. These are only a few standard operations that you can find with most POS systems. Depending on the POS system you choose, it could include many other options to save you time and money. Your time is valuable and better spent in a more profitable way, rather than being lost over a pile of spreadsheets, receipts, invoices, and countless calculations.

system, you may need only two. The real savings is in efficiency. No more time wasted simply adding numbers. If you’re currently paying a manager to add numbers, that cost can be eliminated. From an administrative standpoint, reporting will help you see exactly where you’re doing well and where you’re not. A POS system can help you identify high-margin items vs. low-margin items, what sells at what times, or ways you might be able to cut down on labor. You can also more easily evaluate employee performance and keep up with inventory.

Get answers to your most perplexing problems and swap tips and ideas with the experts in PMQ’s Think Tank, the pizza industry’s oldest and most popular online forum. Register for free at thinktank.pmq.com. (Member posts have been edited here for clarity.) T HI N KTAN K.P MQ.COM

OCTOBER 2018 | PMQ.COM

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MONEYMAKERS

Whether you’re a brother or whether you’re a mother, you know John Travolta’s character in Saturday Night Fever loved a pair of slices from Lenny’s Pizza. Last summer, the actor revisited the Brooklyn, New York, shop, made famous in the 1977 film’s opening-credits scene, for an event dubbed John Travolta Day. Decked out in a white leisure jacket and black shirt reminiscent of his iconic pose from the movie’s poster, Travolta mingled with screaming fans, showed off his disco moves and munched on two cheese slices with his wife, actress Kelly Preston. Travolta’s character, Tony Manero, famously ordered two slices in the movie and stacked them together as he strutted down the street to the tune of the Bee Gees’ “Stayin’ Alive.” Lenny’s has now named the double-decker combination in Travolta’s honor.

INSTAGR A M

LENNY’S PIZZA: STAYIN’ ALIVE WITH JOHN TRAVOLTA

In this photo from Kelly Preston’s Instagram account, iconic actor John Travolta and his wife pose for fans at the pizzeria made famous in Travolta’s hit film, Saturday Night Fever.

QUICK TIP 1

GET YOUR PIZZA SHOP GOOGLED Google My Business is a free resource from the search engine leader that lets pizzeria owners tout their latest specials, post videos and photos, and get customer feedback. If you haven’t verified or optimized your store’s presence on Google My Business, get started on it right away!

FACEBOOK POST CREATES “AMAZING” ENGAGEMENT

The high-energy, kidfriendly Amazing Pizza Machine lures guests in with fun rides like the Frog Hopper and keeps them there with dining areas like Johnny Sprockets Cosmic Café.

AMAZI NG P IZZA MACHINE

Pizza’s just part of the fun at the Amazing Pizza Machine, a family entertainment center in Omaha, Nebraska, that offers everything from laser tag and bowling to bumper cars and go-karts. When customers aren’t playing Frog Hopper or Jungle Jive, they’re filling up on buffet pizza, tacos and ice cream in one of four dining areas, including the Italian-themed Luigi’s, the sporty Fan Factory, the kid-friendly Cogswell’s Cartoonery or the futuristic Johnny Sprockets Cosmic Cafe. The company also takes advantage of a robust Facebook following to hold fan contests for $100 gift cards. In a recent post, the Amazing Pizza Machine invited followers to name their favorite dining area, eliciting 307 comments, 58 shares and 120 reactions. Judging by the comments, the Cartoonery, which features old-school animated favorites like Scooby-Doo and Tom and Jerry on the TV screens, is a crowd favorite.

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MONEYMAKERS Pizza lovers looking for something dill-iciously different are flocking to Rhino’s Pizzeria and Deli to sample the Big Dill, topped with a profusion of pickle slices, mozzarella and garlic sauce.

Time.com called it a “crime” against pizza, but a new signature pie piled with pickle slices earned overnight Facebook fame for Rhino’s Pizzeria and Deli, with locations in Webster and Rochester, New York. Rhino’s unveiled the Big Dill Pizza, dreamed up by employee Kathy Szuba in honor of her pickle-loving daughter, in mid-August, and, although some fans reacted sourly, the post went viral, drawing more than 81,000 shares, 29,000 comments and 11,000 reactions. Facebook users tagged their friends in many of the comments, boosting the post’s overall reach. The websites for local TV stations WHEC and WROC gave the pickle-topped pie a plug, as did the Rochester-based Democrat and Chronicle. Even the official Pee-wee Herman Facebook page, with more than 1.4 million followers, made a big deal about it.

R H INO ’S PIZ Z ER IA A ND DELI

THIS PICKLE PIZZA’S A PRETTY “BIG DILL”

QUICK TIP 2

BE EASY TO CONTACT Do you know where the messages from your website’s online contact form are going? If no one checks those emails, you could be missing out on catering gigs, partnership opportunities, media inquiries and other potentially lucrative pitches and requests. Make sure online contact forms are forwarded to an email address that’s monitored daily—and respond to them.

A PHONE NUMBER YOU CAN’T FORGET

For a good time, call 8675309, and Totally 80’s Pizza, a combination pizza shop and 80s-themed museum, will throw in a pizza order, too. The Fort Collins, Colorado, pizzeria has earned some celebrity fans, including ’80s child star Corey Feldman, since it opened in 2014.

TOTALLY ‘8 0S PIZZA

Jenny, Jenny, who can folks in Fort Collins, Colorado, turn to for great pies in a gnarly 1980s setting? Totally 80’s Pizza will give you something you can hold on to—and they’ve got the phone number to prove it. After trying for almost four years, the pizza shop finally landed the iconic phone number from the classic 1981 song, “867-5309/Jenny,” by one-hit wonder Tommy Tutone. Owner Alex Morgan told The Coloradoan that the previous owner of the number, a real estate agent, gave it up after receiving too many prank calls. That means the pizza shop is now getting its share of callers asking to speak to an elusive beauty named Jenny, but “nothing bad,” Morgan says.

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MONEYMAKERS

FIRED PIE HEARS WOMEN ROAR A post celebrating Women’s Equality Day helped position Fired Pie as a female-friendly company.

FIR ED PIE

Fired Pie, a fast-casual chain with 20 locations in Arizona, knows women aren’t just the ones who decide where the family dines out. As a record number of women are seeking political office and fighting to be heard, Fired Pie took a stand for Women’s Equality Day (August 26) and made new fans in the process. The company’s Facebook post on August 24 depicted a smiling woman and the silhouette of a pair of muscular arms. The post called on Fired Pie’s followers to “tag an exceptionally strong woman that inspires you” for a chance to win two free pizzas and soft drinks. The post drew 57 comments, four shares and 29 likes. More importantly, most of the commenters tagged women they knew, typically mothers and wives, and greatly expanded the post’s reach, potentially exposing Fired Pie’s campaign to thousands of additional Facebook users—and future customers.

QUICK TIP 2

THE SOCIAL MEDIA 80/20 RULE In developing a social media campaign, keep the 80/20 rule in mind. Eighty percent of your posts should be helpful to the community. Promote your town’s events and achievements, give a shout-out to a sports team, or show your support for local initiatives. Devote the other 20% of posts to touting your specials or new menu items.

Godfather’s Pizza has made its employees an offer they shouldn’t refuse: tuition reimbursement for attending a college that focuses on adult learners. The chain, headquartered in Omaha, Nebraska, will reimburse its full-time and part-time workers up to $5,250 per year for enrolling at Bellevue University, located in Bellevue, Nebraska, to pursue a degree. Employees’ immediate family members can receive up to $2,500 a year as well. “Going to college is a big hurdle and may not be feasible for some of our employees who have the desire to earn a degree,” says Kathy Johnson, the chain’s senior vice president of franchise services. “Knowing that we can take much of that burden away gives us the opportunity to assist our employees and their families in developing their careers.”

GODFATHER’S P IZZA

A GIFT FROM THE GODFATHER

After 30 days on the job, staffers at Godfather’s Pizza can qualify to receive up to $5,250 per year in tuition reimbursement for attending Bellevue University.

24 PMQ PIZZA MAGAZINE | THE WORLD’S AUTHORITY ON PIZZA

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THE CHEF’S CORNER

Jim Binner, Galbani’s national director of sales, Michael LaMarca, USPT captain, and Gino Rago, USPT coach, congratulate Leah for her win at the 2018 West Coast U.S. Pizza Cup.

ndez’s Herna Brian terview h c t a W th in in-dep Leah at 18A with om/10 .pmq.c w w w

LEAH SCURTO Chef Leah Scurto shares the secret to her victory at the 2018 West Coast U.S. Pizza Cup with the Rosemary Sicilian Grandma Pie. | By Brian Hernandez When people think of California, a few things naturally come to mind—sun, surf and sand. But there is more to the Golden State than beaches and movie stars. From San Diego to San Francisco, California is home to some of the best pizzerias and pizza makers on the West Coast, and Leah Scurto is no exception. A longtime member of the U.S. Pizza Team (USPT), Scurto has represented the team in numerous national and international competitions. Scurto has accompanied the USPT to the World Pizza Championships in the past and recently won her third trip to Italy at the 2018 West Coast Pizza Cup with her rosemary-infused Grandma pie. Formerly of Pizza My Heart in the San Francisco Bay area, Scurto has begun her own adventure toward ownership. With a wealth of knowledge, dedication and pizza talent, this win will help her to create a new California pizzeria that will soon be on everyone’s pizza radar. Scurto has some words of wisdom for first-time pizza competitors: “Have fun. Don’t get too stressed out over it. Make what you make in your restaurants. It’s just another day cooking pizza.”

INGREDIENTS 25 oz. dough ball 15”x15” Allied Metal Grandma Pan 5 oz. Bianco DiNapoli crushed tomato sauce 3 oz. Galbani Whole Milk Mozzarella, shredded 1.5 oz. truffle Gouda, shredded 2 oz. Toma cheese, shredded 1.5 oz. Galbani Mozzarella Block Cheese, cut into small cubes 3-4 oz. sautéed mushroom medley 2 oz. cup-and-char pepperoni 1 oz. pan-fried pepperoni 5 basil leaves, chiffonade Grated Parmigiano-Reggiano to finish Dough 281g high-gluten flour 120g bread flour 282g water 1.5g instant yeast 8g kosher salt 12g extra-virgin olive oil 2g dried rosemary Soak the rosemary in the olive oil for 1 hour before making the dough. Cold-ferment the dough ball for 48 hours. Remove the dough ball from the refrigerator 1 hour before stretching.

26 PMQ PIZZA MAGAZINE | THE WORLD’S AUTHORITY ON PIZZA

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THE ROSEMARY SICILIAN GRANDMA PIZZA Generously oil the metal pan. Place the dough ball in the middle of the pan and gently push the dough out evenly. Cover with plastic wrap and let sit for 1 hour. Push the dough out one more time so it reaches the corners of the pan. Cover with plastic wrap and let sit for an additional 90 minutes. Par-bake the dough at 500-525˚F for about 5 minutes or until the slightest browning occurs. Pull the par-baked dough out of the pan and place it on a rack to cool while prepping the rest of the pie. Mushroom Medley 5 cremini mushrooms 6 shiitake mushrooms 3 heads oyster mushrooms 3 tbsp. extra-virgin olive oil 1 tbsp. butter 3 sprigs fresh thyme, leaves removed 1 large shallot, minced Black pepper Pinch of salt Thinly slice the mushrooms. Add the olive oil to a large sauté pan and cook the shallot until it starts to turn translucent. Add butter, mushrooms and thyme. Cook on mediumhigh until the mushrooms are tender but not overcooked. Add a touch of black pepper and a pinch of salt to taste.

Pan-Fried Pepperoni Take 10 to 12 slices of pepperoni and slice into thirds. Toss into a small sauté pan and cook until crispy. Remove from the pan and place onto a paper towel to drain excess oil. Place the par-baked dough into a lightly oiled 15”x15” pan. Spread the three-cheese shredded mixture evenly, leaving 1” of crust around the edges. Drizzle the Bianco Dinapoli sauce evenly over the top of the cheese. Spread half of the mushroom medley atop the cheese mixture. Add the cup-and-char pepperoni on top of the mushrooms. Layer the remainder of the mushroom medley around the pepperoni. Cook for 7 to 10 minutes at 525˚F until the crust is golden brown. Remove the pizza from the oven and remove from the pan. Drop the small cubes of mozzarella into the middle of the cupped pepperoni and add the pan-fried pepperoni on top. Return the pizza to the oven directly on the brick for 30 to 45 seconds to ensure the bottom of the pizza is crispy and golden brown. Remove from the oven, and finish the pie with a chiffonade of basil and freshly grated Parmigiano-Reggiano on top. Cut into 6 slices and serve.

Voilà—The Rosemary Sicilian Grandma Pizza! For more information about Leah Scurto and her creations, look for her Chef’s Corner interview at pmq.com.

Brian Hernandez, a longtime pizzaiolo, is PMQ’s test chef, U.S. Pizza Team event coordinator and a host on PizzaTV.

R E L AT E D V I D E O LEA R N H OW TO MA KE T H E RO SE M A RY SICILIA N G R A N D MA PIZ Z A IN OUR E XC LU SI VE R ECIPE V ID EO AT WWW. PMQ . COM /1 0 1 8 B

OCTOBER 2018 | PMQ.COM

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RECIPE OF THE MONTH

OCTOBER RECIPE

SPONSORED CONTENT

Khachapuri Stuffed Bread With Mozzarella, Feta Cheese and Baked Egg INGREDIENTS: Cheese Filling 2 c. shredded mozzarella cheese 1.5 c. feta cheese ½ c. ricotta cheese Mix all together in a mixer with a paddle for two minutes. Remove and set aside for assembly. Dough 4¾ c. bread flour 1 c. warm water ½ c. whole milk 1 tbsp. light olive oil 1¼ tsp. instant yeast 1½ tsp. sugar

SPONSORED BY:

ASSEMBLY Transfer the dough into a large, oil-lined bowl and cover with a damp cloth. Let sit in a warm area (about 73˚F) for one hour. After one hour, punch the dough down and cover again, letting it sit for another 30 minutes in the same environment.

1 batch dough 1 batch cheese filling 4 eggs 1½ tbsp. diced butter Coarse finishing salt, kosher salt and black pepper, to taste Egg wash, as needed

Egg Wash 1 whole egg 1 tsp. water

Preheat oven to 450˚F. After the dough has rested for 30 minutes, transfer dough onto a flour-dusted surface. Cut into four equal portions. Roll out into about an 8”-diameter round, about ¼” thick, and shape the dough edges into a football shape, pinching the tips. Transfer onto a parchment-lined sheet tray. Fill doughs with 1 c. of the cheese filling. Egg wash the edges, sprinkle with finishing salt and cook in a 450˚F oven for 15 minutes. Remove from the oven and make a well in the center with the back of a spoon. Crack an egg into the middle. Season with salt and pepper and add butter pieces around the egg. Return to the oven and cook for five more minutes. Serve hot.

Crack egg and mix with water in a bowl. Set aside until needed.

In a small saucepan, warm milk to room temperature. Remove from heat. Add water, sugar and yeast and mix. Let sit for three minutes. Transfer the mixture to a mixing bowl. Mix with a dough hook for eight minutes. After eight minutes, reduce mixer speed and drizzle in the oil. Increase the speed and mix for another two minutes. 28 PMQ PIZZA MAGAZINE | THE WORLD’S AUTHORITY ON PIZZA

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WHAT’S YOUR STORY?

Mar Diego teaches teens to make hand-thrown pies at Dough Girl Pizza in Lake Balboa, California.

MAR DIEGO | D O U G H

GIRL

Fresh out of prison, a passionate pizzaiola has a “come to pizza” moment, bringing purpose to her pizzeria through a unique mentorship program. By Heather Cray | Photos courtesy Dough Girl As a 35-year-old ex-convict, Mar Diego, founder of Dough Girl in Lake Balboa, California, knows the importance of helping troubled teens get off the street. Facing issues from homelessness to hardcore drug addiction, Diego’s hires benefit from Dough Girl’s inspiring mantra: “to always give second chances.” After being given a second chance herself, she worked her way up to becoming an elite chef, graduating culinary school in Paris and then opening her own pizzeria to mentor dozens of young employees. PMQ recently caught up with Diego to learn more about the beginnings and evolution of her life-changing program—and what she envisions for its future.

them know they can see it through, and it’s not the end of the world if they get a felony or thrown in juvenile hall. I always knew the location—where I wanted to put DG. I chose across the street from my high school, because it would be easy to access for the kids who had nowhere to go, and also for it to become the high school hangout. Once the kids started to come in, I would see their friends who weren’t so into school or straying away. They were actually my main target. I would start talking to them and, because of our similar backgrounds, I could relate to what they were going through.

PMQ: Tell us about Dough Girl and its mission. Diego: I made a lot of mistakes in my life. I didn’t start Dough

labeled as the one that wouldn’t ever do anything or succeed. The entire time, while being in and out, I have always owned businesses and taken care of people. My great-grandparents were

Girl (DG) to get kids to stop making bad mistakes, but to let

PMQ: What inspired your love of pizza making? Diego: I had been in and out of jail my entire life as a kid. I was

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Time in prison gave Diego a fresh perspective and desire to help keep at-risk teens off the streets and out of crime, so she created Dough Girl as a means to effect change in her community.

Italian, and I worked in a pizza shop in New York. I remember drug deals happening in front of pizzerias in that area, but then they would get pizza! It was different, but I liked seeing how it brought people together. When I came back to California, I missed the New York City slice; all I saw was chains. PMQ: What was your journey like after your release from jail? Diego: The prison employees told me when I was incarcerated,

“Eighty percent of inmates go back to jail.” You make one mistake and you are marked, but I wanted to be part of the 20% that did not go back. I wanted to make my family proud, so I pushed. After being released, I enrolled in Le Cordon Bleu in Pasadena, California, as a culinary student. During that time, Wolfgang Puck was doing a movie premiere and needed students from a culinary school. The school told me to do the premiere; I couldn’t have done this on my own. With 37 felony counts and still on parole, I could not just roll up to someone asking for a job. The biggest challenge was me. I felt tainted, knowing I went through something in my life that was bad. But I got a student intern position for Wolfgang’s catering group. I was working faster than any of the other cooks. I had an advantage in speed, because in prison I had to feed 40,000 women, day and night. I was literally running circles around everyone! Usually, students aren’t hired, but the main chef offered me a job. I had to tell him, “Yes, but I just got out of prison two weeks ago.” I thank God he didn’t tell me no, because I would have never had a foot in the door of fine dining if it weren’t for this man. He told me, “We’re going to hire you, but there are going to be a lot of stipulations, and you can’t let me down.”

Next thing I know, I was a part of the most elite catering company in Los Angeles. We did the Oscars, Obama’s inauguration dinner, and anything else that was A-list. Taking an ex-con to a $50-million house where Denzel Washington or anyone else Wolfgang served was such a high risk, because I am a felon. They valued and trusted me, but I had to show them and prove that I was good at the job, which I did! I graduated while still working at Wolfgang and finished school in Paris. PMQ: What was your experience in Paris? Diego: When I went to Paris, it gave me a little bit of a clean

slate, where I could start fresh—and from there, the biggest challenge was the language barrier! I started speaking the language and cooking the food. I remember I was walking along the river Seine and thought to myself, “Wow. One year ago, I was in a cell reading about this place, and now I am walking in this place.” I finally came to the realization that I got through it. It was an unreal moment. I knew I worked hard to get to the Seine, and I just kept telling myself, “I made it. I am the 20%. I am not the 80%.” PMQ: Do you ever get criticism about your time spent in jail, and how do you overcome it? Diego: All of the time! I had many licenses taken from me for

going to jail. You can feel tainted. I had to learn how to not feel judged—and to not judge as well. It is tough sometimes, as I am quick to think people are treating me a certain way because I am a felon. I had to tell myself that being a felon was just a mindset. Also, when no one believed in me, I had to encourage myself.

OCTOBER 2018 | PMQ.COM

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While training at Le Cordon Bleu in Pasadena, California, Diego shone her way into an intern position within Wolfgang Puck’s catering group before finishing school in Paris. She now passes her gourmet pizza knowlege down to local youths.

PMQ: When did you plan your course of action for Dough Girl? Diego: I wrote everything down in jail—exactly how I wanted it

to look and be. I didn’t take out a loan; I self-funded it. I knew how to save my money to do that. This helped me when I was out, because I was just happy to be free. I did not buy much and just saved as much as I could. If I just wanted to make money, I would go be an executive chef or go into real estate, but I wanted to make a difference. PMQ: Tell us about your employees and the challenges they face. How is your pizzeria helping them to overcome those challenges? Diego: Once you turn 18, your parents basically don’t have to

deal with you, so when you’re a bad kid, it is not uncommon to be kicked out on your 18th birthday. The challenge they face with being on the street is they realize they have to grow up. Initially, a lot of my employees are addicted to hardcore drugs like crystal meth or heroin. They hear about DG from word-ofmouth and will walk in and just sit at a table. Other employees can usually tell when someone is having a hard time and they will let me know. The moment I knew Dough Girl finally hit the surface and was making a difference was when I saw an employee in action. The kid who walked in homeless and did not have anything to eat trained the new kid, who was also homeless with nothing to eat. PMQ: What is the best way you build trust with your employees, knowing they have a troubled background? Diego: If they are homeless or on drugs, I don’t judge them. I

don’t judge them for whom they walk in as, but I give them love and hope for change. I house them and put them in an apartment. They will start off by working a little at a time and then work up to full-time. All of the kids I hire disappoint me at least once, but they all get a second chance. One employee, I let go 20 times, but he keeps coming back. Every time he comes back, he gets better and better. There is no handbook for gaining trust, but when they break it, they have to gain it back, and I will trust them again. PMQ: What advice would you give to owners about giving someone a second chance? Diego: You have to communicate and tell your employees the

kind of light in which you want to portray your business. Some businesses will give write-ups or warnings, but I have a rule that if something is done wrong, they know they are going to sit

down or take a walk with me (and I know they don’t want to do that). It gets deeper when I sit down face-to-face with them. I feel like a business owner should take a chance and create a place that combines living and work, and be able to talk about things. My advice is to also know your purpose, and have compassion and patience. Building a team does not happen overnight. PMQ: What are your goals for growing DG in the future? Diego: We want to continue making high-quality pizza. Besides

having a purpose, besides being a chef, you have to have high-quality food. I want to build a big enough team where if someone wants to go out of town, he or she can go and come right back and be ready to work. People should take breaks. You love your job more if you are able to take time to enjoy your own life. Heather Cray is PMQ’s social media director.

Got a story to tell our readers? What makes your pizzeria different? Email Bill at editor@pmq.com and brag about yourself!

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Chicago-Style:

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J O N AT H A N P O RT E R

E PIZZA

By Liz Barrett Foster No trip to the Windy City would be complete without experiencing a Chicago dog, Italian beef sandwich, and at least one deep-dish pizza. Chicagoans are proud of deep-dish pizza, and the city makes no apologies for creating the only pizza that deserves to be served with a knife and fork.

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I E

S Over the years, we’ve come to find that Chicagoans prefer alternatives to the city’s famous deep-dish pizza by a pretty wide margin. According to Jonathan Porter, Chicago pizza expert and owner/ operator of Chicago Pizza Tours, “The No. 1 pizza in all of Chicago is the thin-crust, tavern-style pizza, which is a circular pizza, cut into squares that has a cracker-like crust. It accounts for about 80% of all pizza being sold in Chicago,” he says. “But a lot of places will put a stuffed pizza (similar in size to a deep dish, but different in every other way) on the menu alongside tavern-style, because they can use the same dough for both.” However, just because Chicagoans have grown to love tavern-style, that doesn’t change the fact that Chicago deep dish will always have its place in the city’s food culture. The style is so popular, in fact, it has spread to other parts of the United States as Chicago natives move out of the city and introduce their hometown pizza style to others. But where did this unique pie, so closely related to Chicago, get its start? Would you believe with a Texan?

While deep dish and stuffed pizza may look similar, they couldn’t be more different. Stuffed pizza entered the scene in the early ’70s by way of Nancy’s Pizza and Giordano’s, according to Porter. The table below illustrates some of the biggest differences between the two styles.

Deep Dish

Stuffed

Well-seasoned pan

Mixture of vegetable and corn oil in the pan

Stick of butter used to grease the pan

Oily dough, pressed into pan and hand pulled up sides of pan.

Dough is like standard pizza dough; not as oily as deep-dish dough; run through a sheeter.

Sliced mozzarella cheese

Handfuls of shredded mozzarella cheese

Sausage disc

Pinched sausage

No top crust

Additional thin layer of dough on top with a few holes to release steam.

Crushed tomatoes

Ladle of tomato sauce with herbs, etc.

DIGGING DEEP

The origins of Chicago deep dish are a bit cloudy. While everyone agrees that the pizza got its start at Pizzeria Uno in 1943, not everyone agrees on the original creator. At the time, Ike Sewell owned Uno and was working with a couple of people who could have been

Deep Dish vs. Stuffed Pizza

P L I

I p b I

I • • •

Herbs added before pizza enters the oven. 30-35 minutes in the oven

40-45 minutes in the oven, (some will cover with foil after 20 minutes so crust doesn’t burn.)

B P

O C

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PMQ presents

Italian Pizza Expeditions Spend Valentine’s in Venice! February 10-17, 2019

Pizza is your passion and love is in the air. Learn pizza making hands-on while exploring Italian culture, landscapes and history! In this 4-day course you will learn the theory and practice behind the perfect pizza classica from start to finish. We will also explore Italy’s biggest pizza trend: specialty flours. Classes are taught by Master Pizza Instructor Graziano Bertuzzo at the Scuola Italiana Pizzaioli headquarters. In addition, during this week-long tour: • Relax in a beautiful, mountain vineyard in Prosecco country • Celebrate the opening day of Carnival, Venice’s biggest party • Enjoy Valentine’s day in romantic Venice, and much more!

Graziano Bertuzzo Co-founder Scuola Italiana Pizzaioli

Bring a loved one and get a discount with double room occupancy. Pizza course optional for tag alongs. Only fifteen spots available! Last day to sign up is December 31. Contact Caroline Felker at 662-801-0878 or caroline@pmq.com.

pmq.com / pizzaexpeditions

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Missy Green & Paola Laghetti Tour guides

9/14/18 9:38 AM

The Deep-Dish Family Tree

LIZ BARRETT FOSTER

the pizza’s originators. Most agree that it was either a collaboration between Sewell and his business partner Ric Riccardo (born Richard Novaretti), or chef Rudy Malnati Sr. Porter, who has been researching Chicago pizza history for eight years, says, “In the beginning, Sewell, who was from Texas, wanted to open a Tex-Mex restaurant. When the food he cooked Riccardo made him sick, Riccardo left town for two months (presumably to Italy), came back, and said the business partners should make pizza.” “Sewell wanted a pizza that was a meal,” says Porter. “Everything is bigger in Texas, or so they say.” But, when the partners realized that they didn’t know how to make pizza, Porter says that they went out and hired Rudy Malnati, Sr. to create one for them. “Malnati based his recipe off pizzas you’d find in the Turano region of Italy, like an Easter

All pizza towns have a family tree, with branches extending out from the originator. In Chicago, history tells us that deep dish pizza began at Uno, with the original recipe created by Ric Riccardo or Rudy Malnati Sr. From there, legend says that Uno chef Alice Mae Redmond was eventually recruited away from Uno by Fred Bartoli and Sam Levine when they wanted to open the first Gino’s East in 1966. Lou Malnati left Uno in 1971 and opened Lou Malnati’s. Louisa DeGenero, a former waitress at Pizzeria Due, broke out on her own in 1981 and opened a pizzeria called Louisa’s Pizza & Pasta. Not to be outdone, Rudy Malnati Jr., who had worked with his father at Uno and Due, opened Pizano’s in 1991. And, most recently, the grandson of Fred Bartoli, Brian Tondryk, opened Bartoli’s Pizzeria in 2013.

pie,” says Porter. Pizzeria Uno grew to become a great success, warranting the opening of a second pizzeria, Pizzeria Due, down the street from Uno. And Sewell did eventually get his wish for a Tex-Mex restaurant, opening Su Casa next door to Pizzeria Due, in 1963. DEEP EXPERIMENTATION

Want to mimic the Chicago deep-dish style in your own pizzeria? As Porter mentioned, with a stuffed pizza, which is like the big brother to deep dish, you can use the same dough as the pizza you already make in your pizzeria. This is the easiest way to start experimenting. All you need is a deep, round pan, a

stick of butter, and the ingredients you already have on hand. Make sure you have your dough rolled out thin, since you’ll be using two doughs for the pie. The top dough should be rolled extra thin, since it needs to cover the toppings. Use toppings traditional to Chicago, such as shredded mozzarella and sausage, and make sure you get a nice coating of butter in the pan for your base. Top it all off with a robust homemade tomato sauce and, before you know it, you’ll be singing Sinatra’s “My Kind of Town.” Liz Barrett Foster is PMQ’s editor at large and author of Pizza: A Slice of American History.

Pan or No Pan? After eating pizzas from several Chicago pizzerias, it becomes apparent that some serve pies in a pan, while others do not. The reason for this is a matter of preference, according to Porter. “Most stuffed pizzas are taken out of the pan, cut, and put on a serving tray,” says Porter. “Other pizzerias will pre-cut the pizza in the pan in the kitchen and the server will complete the cut with a spatula at the table; it’s all a matter of preference.”

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Chicago: More Than Just Deep Dish PMQ went on an investigative (and, we’ll admit, fun) expedition to the Windy City last February to be part of the 2nd annual Chicago Pizza Party. We found many varied styles of pizza representing the Second City, including vegan, Quad Cities-style and thin-crust. The winning pie, selected by attendees, was the Elote, a Mexican-infused recipe from Pie Eyed Pizzeria. Placing second was the 2017 winner, Bartoli’s, which served up a quintessential Chicago deep-dish. One thing is certain: With an ever-growing legion of passionate pizzaioli and patrons alike, Chicago has earned its reputation as a legendary pizza city!

R E L AT E D V I D E O D O N ’ T MISS T H E V I DEO AT PIZ Z AT V. CO M/ V I DEO/C P P 2 0 1 8 P H OTO S B Y S A R A H B E T H W I L E Y S M I T H

The 2018 winner, Pie Eyed Pizzeria, won serving its Mexican-infused Elote Pizza with roasted corn and cilantro

Bartoli’s traditional deep dish took 2nd place

Organizers of the Chicago Pizza Party, Danielle and Dustin Sergenian

Heather Cray, broadcasting live on social media, interviewed pizzaioli, U.S. Pizza Team members and party-goers

Angelo’s was voted Best Booth by attendees, with Pie Eyed Pizzeria taking 2nd

The pizza-obsessed Teenage Mutant Ninja Turtles delighted kids and the young at heart as three floors with DJs kept the party going

Chicagoans were there for pizza— including eating, wearing and taking selfies with pizza

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There was more than pizza—Bai fruit-infused waters (right) and Pastorelli Italian Foods (below) gave out samples

Al in all, the Chicago Pizza Party was fun for everyone and proved that the Chicagoland Area is definitely more than just Deep Dish pizza

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Italian meats perfectly complement fresh greens and veggies on a winning specialty pie at The Haven Pizzeria.

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Meating Time Chefs and operators weigh in on the most in-demand Italian meats of the moment. By Tracy Morin For carnivorous pie lovers, meat and pizza are a match made in heavenâ&#x20AC;&#x201D;and, of course, Italian meats especially remain a must-have for many pizzaioli. With options from soppressata and prosciutto to guanciale and â&#x20AC;&#x2122;nduja, finding the perfect pairing for your pizza toppings is easier than everâ&#x20AC;&#x201D;and chefs from coast to coast are taking advantage of the myriad possibilities to create truly standout pies. Here, PMQ checks in with these creative minds to find out what Italian meats are trending in their operations, how to maintain solid profits when incorporating these top-quality ingredients, and what flavor combinations are flying out the door.

OCTOBER 2018 | PMQ.COM

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“When choosing Italian meats for pizza, it is important to select items that are bold, rich and easy to use. Guanciale, lardo, soppressata, prosciutto cotto (cooked ham) and fresh sausage are great choices. These meats can be sliced thinly or, in the case of sausage, crumbled and added easily to a pizza. They add great flavor and richness. “Guanciale, lardo and sausage are higher in fat, melting beautifully into the pizza while cooking—a great complement to fresh vegetables such as tomatoes, peppers, mushrooms and eggplant. They are also best paired with cheeses that are lower in fat, such as Parmesan, ricotta and Pecorino. Soppressata and prosciutto cotto bring a meatier component to your pizza, so they pair well with traditional mozzarella and Fontina cheeses.”

—Ken Arnone, master chef, Colavita, Edison, NJ

“I’ve been seeing ’nduja, a spicy spreadable sausage, popping up in a lot of different places. It’s a pork salumi from Italy— Calabria, to be specific—and typically made with parts of the pig such as the shoulder and belly, as well as tripe, spicy roasted Calabrian chili peppers, and a mixture of spices that pack a unique punch. It’s soft in texture, but not on the palate— it’s hot! “Still, prosciutto is king. It’s my absolute favorite Italian meat topping for pizza. I love adding a few thin slices for that extra layer of complexity; those nutty, buttery overtones added to the usual sweet-salty combo can really make pizza explode. Prosciutto pairs well with so many toppings, but my personal favorite combos are earthy portobello mushrooms, a cool and creamy burrata, and Fontina. “For a cost-effective option, I love mortadella. It’s far less expensive than cured meats but packs big flavor. I like to place it on the pizza after it comes out of the oven, or put it on before it goes in the oven, allowing it to crisp up. Both methods are great to get the full mortadella experience.”

—Michael Pirolo, chef and owner, Macchialina, Miami, FL; The Saint Austere, Brooklyn, NY; Pirolo’s Panino, Los Angeles, CA

42 PMQ PIZZA MAGAZINE | THE WORLD’S AUTHORITY ON PIZZA

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L I Z C L AY M A N

—Nick Parry, director of training and new store openings, Parry’s Pizza & Bar, eight locations in CO

D AV I D M O R A L E S

“Right now, we’re seeing a ton of demand for crumbly sausage and gluten-free options. Meanwhile, spicy options can really bring out the flavor of your sauce and other toppings when paired well. One of our favorite combos (and our No. 1 seller) is our supreme pizza, called the Five Boroughs. We pair several Italian meats—including pepperoni, sausage and bacon—with black olives, red onions, green peppers and mushrooms. Another pizza on our menu that we’re seeing a lot of demand for is our Summer of 2010, which includes pepperoni, spicy sausage, jalapeños and pepperoncini. A few of our personal favorite combinations are pepperoni and cream cheese; Italian sausage with garlic, green pepper and onion; and meatballs and ricotta. “For cost-effectiveness, we recommend that pizzerias cook their own sausage. It’s easy to do, and you create a much better product for a lower cost than a cooked product. We also recommend testing pepperoni options, since there are so many out there to explore—your new favorite might be right around the corner. But be careful; you don’t want to change your taste profile too much if you’ve found a combination that works!”

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OGGI’S

“’Nduja, a spicy, spreadable pork salumi from Calabria, is packed with flavor. Its hot roasted peppers paired with ground pork provide a fiery taste that works as a great base for soups and sauces, too. I also enjoy pairing guanciale, an Italian cured meat prepared from pork jowls or cheeks, with smoked mozzarella and manzana peppers. The richness of the guanciale is a nice contrast to the smokiness of the mozzarella, and manzana peppers bring a heat level similar to a habenero. This pairing produces a rich, smoky, sweet heat that brings all of the flavors in line.”

“Some of the most popular meats for pizzas now are prosciutto (thinly sliced Italian dry-cured ham), soppressata (Italian dry salami), salami and mortadella (a large Italian sausage or luncheon meat). Personally, pepperoni is always my favorite; it adds a slightly smoky taste to pizza and pairs well with creamy mozzarella. Pancetta is also a great one—it’s the Italian version of bacon, and who doesn’t love bacon? But prosciutto is the meat that really elevates a pizza. I find that adding it to the pizza for the last minute of cooking keeps its integrity but makes it slightly crispy. “Pepperoni goes with almost anything (and is great on its own, too). I love to pair sweet Italian sausage with spicy veggies, like jalapeños and onions, to cut the sweetness, and a mild, good-quality mozzarella (which doesn’t overpower the different flavors). We have an option on the menu called the Sports Fan, which combines all of these ingredients with pepperoni. “Price-wise, pepperoni is the most cost-effective and, taste-wise, it’s the most universally liked meat. Sausage is a close second, and offers opportunities for upsells with added veggies. But if you want to carry a more elevated offering, prosciutto is a great meat to have on hand, and it has great retail margins.”

“I think people are really enjoying making their own meats right now. We’ve made some fantastic duck prosciutto that works amazing on our pizza. I’m really into pepperoni right now, too; it seems like it’s making a comeback. Generally, we like anything that has a good amount of fat. We use a wood-fired oven, so the fat really helps keep the protein from drying out. Mortadella is one that works extremely well for us, because it has about 35% fat. Currently, we have a mortadella pizza that pays homage to a muffaletta sandwich, with fresh mozzarella and topped with an olive tapanade. “For any meat, I always say, check quality first! I would never buy some mass-produced finocchiona, for example, just because it’s $3 or $4 cheaper. I look for the best-quality, humanely raised proteins.”

—Edwin Molina, executive chef, Double Zero, Atlanta, GA

T H E H AV E N P I Z Z E R I A

—Jason Tsiames, executive chef, Oggi’s Sports | Brewhouse | Pizza, 16 locations in CA and AZ

—Josh Jacobsen, executive chef, Peel Handcrafted Pizza, Frederick, CO

“The Biz, one of our most popular pizzas, is an Italian meat lovers dream, consisting of all-natural pepperoni, salami, sausage, candied bacon, mozzarella and a seasonal onion mix. We also offer prosciutto atop the The Righteous Pig pie, which incorporates pesto, mozzarella, goat cheese, caramelized onions, arugula and a balsamic drizzle. But prosciutto currently seems to be the most popular Italian meat. We often get requests for it when customers create their own pizzas, and it goes well with so many of our fresh veggie toppings, from arugula to Brussels sprouts—it’s so versatile!”

—Lauren Passero-Brooks, owner, The Haven Pizzeria, San Diego, CA

44 PMQ PIZZA MAGAZINE | THE WORLD’S AUTHORITY ON PIZZA

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“I see soppresatta trending as a pepperoni alternative. Pepperoni is really an American invention, so pizzaioli in search of a more authentic Italian experience are looking to soppressata, salami, mortadella and ’nduja. At Pizza LUPO, we serve Neapolitan-style pizza, so Italian charcuterie is most suitable. For example, we serve spicy soppressata on a traditional Margherita base and include a little honey drizzle for balance—the popular Sting Like a Bee pizza, named for Louisville’s own Muhammad Ali. We also use mortadella, an Italian-style bologna studded with pistachios and chunks of pure pork fat. We slice it thin and drape it cold onto a pizza made with a broccoli-anchovy mash base, topped with buffalo mozzarella and olive oil. “Instead of looking for lower-price meats, I recommend using high-quality product in smaller quantities. Low-cost meats usually mean poorly raised animals and automated manufacturing, which result in low quality and poor taste. Do as the Italians do—use the best you can find, but in moderation. The Sting Like a Bee pizza uses only ½ ounce of soppressata, but what it lacks in weight, it makes up in flavor. “Finally, I recommend restaurants make their own sausage. Pizza LUPO uses its own house sausage on the Vesuvius pizza, with béchamel, fresh mozzarella, house chili flake, smoked tomato, serrano chilis, chili oil, basil and scallions. Find good-quality, preferably locally raised, ground pork. With simple ratios of salt, spice and sometimes a little sugar, you can make a distinct signature sausage for about $4 per pound.”

—Max Balliet, chef, Pizza LUPO, Louisville, KY Tracy Morin is PMQ’s senior copy editor.

P C 46 PMQ PIZZA MAGAZINE | THE WORLD’S AUTHORITY ON PIZZA

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Art submitted by Kyna Tek

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THE

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Art submitted by Mike A., mikeanyc.com

PIZZA For National Pizza Month, we here at PMQ wanted to engage our readers’ creativity, and what better way to do so than letting them create our National Pizza Month cover art? During the last weeks of August, the call went out to pizzaioli and artists alike; create the cover of PMQ’s October issue and help us

Art submitted by Ria Waugh

celebrate National Pizza Month! We received numerous entries from far and wide for a chance to win $500 and become the face of this month’s issue, with New York City artist Mike A. winning the grand prize! Submissions included a range of artistic and photographic styles, reflecting the varied nature of pizza itself. Presented on the following pages are a few of our other favorites. OCTOBER 2018 | PMQ.COM

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Art submitted by Andrew Leitzer, aka Soma Art

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Find yo y your ur Ispirazione Italiana

What's my Italian Inspiration? Creating luscious bites that people

feel good eating. A great pizza is all about three things: the dough, the sauce, and the cheese. I chose the cheese for my famous Chicken Piccata Pizza in a blind taste test. When I found out it was Galbani®, I wasn’t surprised. It tasted like the summers I spent at my grandfather’s olive farm in Italy. Prova Pizzabar is a success because of the choices I make. And I’m proud to choose Italy’s favorite cheese. —DONATELLA ARPAIA, CHEF/FOUNDER, PROVA PIZZABAR

Find more Italian Inspiration and Donatella’s Donatella s video at GalbaniPro.com.

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Chicago Spinach and Bacon, submitted by Rocky Rococco Pizza & Pasta

Art submitted by Lea Barker

Art submitted by Lea Barker Sunshine Pizza, featuring pockets filled with the customers’ toppings of choice, submitted by MoJus Family Pizzeria 52 PMQ PIZZA MAGAZINE | THE WORLD’S AUTHORITY ON PIZZA

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Art submitted by Michael Burns

Delivering Great Art and Community

Art submitted by Mike A., mikeanyc.com

“We had overnight success, which just snowballed into more press and popularity. But even if you paid for all of that, which we didn’t, you can’t keep it going for 10 years. If people try it and don’t like it, they’re not gonna keep coming back … You can only create hype for so long.”

On August 25, Art Outside the Lines, a community art studio based in Columbus, Ohio, hosted “The ART of Pizza.” This organization serves adult artists with developmental disabilities, and the show featured pieces by its artists and staff, as well as submissions from the Columbus community. About 100 people attended the event and enjoyed pizza provided by OH Pizza and Brew, Mikey’s Late Night Slice and Harvest Pizzeria. Submissions included paintings, graphic design, 3D sculpture, mixed media, and even live pizza poetry. After the show, the pizza-related art pieces were donated to area pizzerias to give the artists more exposure within the community.

— FRANCIS GARCIA, ARTICHOKE BASILLE’S

Art submitted by George Riffle and Ashley Smith

Art submitted by Joseph Greene

54 PMQ PIZZA MAGAZINE | THE WORLD’S AUTHORITY ON PIZZA

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GET CARDED Gift cards provide a plethora of marketing opportunities, especially around the bustling holiday season. By Bill DeJournett With the holiday season fast approaching, it’s a good idea to start preparing some smart marketing strategies now (if you haven’t already). As customers look for fun, flexible gifts for family and friends, gift cards are an ideal solution—they offer an inexpensive way to simplify gifts for your customers’ shopping while simultaneously promoting your brand. 58 PMQ PIZZA MAGAZINE | THE WORLD’S AUTHORITY ON PIZZA

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OCTOBER 2018 | PMQ.COM

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“It’s the top thing that people want. It’s the top thing people are buying. You’ve just got to wave your flag and say, ‘Hey—I’ve got them.’” — KAMRON KARRINGTON, REPEAT RETURNS

Gift cards have come a long way in recent decades: According to Smithsonian, Neiman Marcus was the first retailer to sell gift cards (back in 1994), but Blockbuster was the first to display them in-store, and it wasn’t until 2001 that a reusable card hit the scene at Starbucks. Today, the holiday season would seem somehow empty without racks of plastic “money” adorning retailers’ shelves—and not surprisingly, restaurants are a perennially popular category for gift card giving. REAPING THE BENEFITS

According to a 2016 study by Mercator Advisory Group, a financial firm in Maynard, Massachusetts, today’s prepaid card options can be divided into three broad categories. Physical

cards, made of plastic or coated paper carry a magnetic stripe that encodes the value. Virtual cards are sent to a recipient in electronic form (email or social media), then redeemed through paper printouts brought into a store, or via a code entered on a website. Mobile cards are also sent to a recipient in electronic form (app, SMS message or email), but redeemed via phone or other mobile device. Kamron Karrington, founder of Las Vegas-based Repeat Returns, outlines three potential outcomes in gift card programs: The customer uses the gift card and has credit left over, known as “breakage,” which may never be used. The customer uses the gift card toward a purchase that exceeds the value of the gift card, so the restaurateur receives

additional revenue, or the gift card never gets used. In any case, the owner wins. However, according to statistics from GiftCards.com, customers who do utilize gift cards will usually try to spend the entire amount—or exceed it. Beyond impacting your sales stats, gift cards serve as ongoing advertising for your pizzeria. Selling cards emblazoned with your company logo enables your regular customers to share your brand with potential new fans, who are reminded of your business every time they open their wallets. “I think gift cards are a great way to grow business,” says Jeff Shapiro, CEO of Impact Mailers in Marietta, Georgia. “I think it’s better than couponing, because it’s more incentive-based. Gift cards should be part of every restaurant’s marketing.”

60 PMQ PIZZA MAGAZINE | THE WORLD’S AUTHORITY ON PIZZA

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Hungry Howie’s utilizes its POS system to offer these birthday deals to repeat customers.

THE LOYALTY TIE-IN

Gift cards can also be a great way to reward your loyal customers or get new customers to sign up for your loyalty program. “You can offer your loyalty customers bonus points for buying the gift card,” Karrington suggests. “It’s a no-brainer to say, when somebody new comes in with that gift card, ‘You can start earning points with this purchase. Would you like to join our rewards program?’ It’s a way to convert them and get their information and get them in your program. It’s the gift that keeps on giving.” Cynthia Hollidge, president of CCS Creative, a Toronto-based marketing company, agrees. “Gift cards should be seen as a loyalty program,” Hollidge says. “Getting people to come back into the store is the biggest issue for any operator, but gift cards help bring that customer back so you can give them a good experience.” When the full value of the gift card is not used in one visit, customers have a reason to return. You can also run a holiday season special with your gift cards, encouraging customers to sign up for your loyalty

“Gift cards are a great way to grow business… [They] should be part of every restaurant’s marketing.” — JEFF SHAPIRO, IMPACT MAILERS

program with a birthday promotion: Sign up now and receive a gift card for $X on your birthday. “For a birthday mailer program, the cards can then be customized for that customer specifically. It can read, ‘Happy Birthday, John, from Enzo’s Pizzeria! Enjoy a free pizza on us,’” Shapiro says. “That way, you’re not promoting discounting, but loyalty, and that’s the key factor in this strategy. If you can get people loyal to your restaurant, they will come back— with or without that discounted offer.” Finally, use your POS system to track gift card spending and the return on your investment, and make it easy for customers to find out exactly how much they have left remaining on their gift cards. “I think more people are now attaching gift cards to a digital

platform so that you have the ability to say, ‘You have $X left on your card,’ or ‘Here’s a special offer,’” Hollidge says. “It’s a method of getting your logo and operation in the face of your customers on a regular basis. It’s an essential part of any foodservice operation today: making sure you have a loyalty program and the ability to communicate with the customer.” HOLIDAY HELPERS

The holidays are a peak season for pizzerias, including some of the biggest pizza days of the year: Halloween, Thanksgiving Eve, Christmas Eve, New Year’s Eve and New Year’s Day. Karrington notes, “Restaurant gift cards, in general, are the most popular and requested gift cards at this time,

62 PMQ PIZZA MAGAZINE | THE WORLD’S AUTHORITY ON PIZZA

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surpassing even retail cards by a small margin.” By beginning to promote your holiday gift cards in October, you gain a step up on the competition and get your customers to start thinking early about the upcoming holiday season. “It’s the top thing that people want and the top thing people are buying,” Karrington concludes. “You just have to wave your flag and say, ‘Hey—I’ve got them.’ You can even use them for holiday fundraisers. Sell a $25 gift card to a local organization for $15 to $18. They drive more traffic for you while making money for charitable and community causes, and you’re a community hero. It’s a win-win.” Bill DeJournett is PMQ’s managing editor.

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64 PMQ PIZZA MAGAZINE | THE WORLD’S AUTHORITY ON PIZZA

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OCTOBER 2018 | PMQ.COM

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Find Your Provider

D. P. D O U G H

New phone systems at D.P. Dough help owners collect and analyze important data.

Though many may still cling to them, old-fashioned landlines have been waning in popularity for years, and the switch is not surprising. The features of today’s newfangled cloud-based solutions are attractive to many operators, especially those with multiple locations: the ability to take almost unlimited calls during high-volume periods, sans busy signals; to reroute, record, store or play back conversations; to create a centralized call center for labor efficiency; or to increase sales stats via on-hold messages with upsell suggestions. Just as important, they allow operators to collect and analyze critical stats, helping whip stores into shape. “Until about 18 months ago, all of our locations had typical landlines,” says David Schylling, VP of franchise operations for D.P. Dough, headquartered in Columbus, Ohio. “There weren’t many bells and whistles or the features that are available when you connect your phones to the internet. Now, we don’t just record calls—we collect a lot of data that’s very valuable to us.” CHALLENGES AND IMPROVEMENTS

VoIP (voice over internet protocol) solutions were initially introduced years ago, using Internet instead of traditional phone lines to connect users at a fraction of the cost, but these early solutions were far from perfect. “The internet wasn’t built for real-time communications, so people had a negative experience,” notes Ray Pasquale, CEO/founder of Unified Office in Nashua, New Hampshire. “Voices would get warbled,

Obviously, a phone system is only as good as its features, but how do you find the right provider? John P. Scully, president of PizzaCloud in Granville, Ohio, advises asking the following questions: • Do all of the features work consistently, and can you demonstrate them? • Will I have direct access to the information I need, like a portal to retrieve recorded calls? Can I search calls by time, day or phone number? Can I listen to and/or download calls? • Do you offer park lines—i.e., the ability to put a customer on hold on one phone and pick up the call on another? • Do you charge to create my professional on-hold recordings? Or if I create my own messages, do you charge to upload them into the system? • Is there a contract, and, if so, what is its length? Is there an early termination fee? What are the equipment costs up-front? • Do you offer 24/7 tech support, and is it based in the United States? Is there any charge for this service (for example, for afterhours support)?

and if your internet goes down, so does your phone service. The market was sullied when people saw these new systems didn’t work as reliably as their old phone systems.” However, landlines can be much more expensive than VoIP systems—Schylling notes that before switching services, he was paying $500 per month for phone, internet and TV; now, he pays less than half of that. “We knew an operator paying $450 per month for six lines, plus the cost of internet, but now they have six phones, with 10 lines each, at $155 per month,” adds John P. Scully, president of PizzaCloud in Granville, Ohio. “Of course, you do save compared to a traditional phone bill, but that’s really the smallest part of the equation. The real reason to switch is the increase in efficiency and revenue. We’ve seen a $350 to $1,000 increase per month from using the features available now, so the ROI is huge.” Trave Harmon, CEO of Triton Computer Corporation, with four locations in the Northeast, agrees that traditional landlines remain limited for operators who want to grow or who take a lot of calls—and no tracking is available. Later systems offered basic recording and multiple extensions, but not much else. But cloud-based systems boast various features, like the ability to take calls when phone lines are down, to forward calls to another line, to review call logs over multiple locations to see how each is performing, to play back calls or to

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R E L AT E D V I D E O SEE H OW J O H N ROY FRO M PIZ Z A 911 R A ISED SA LES A N D IMPROV ED MA N AG EMEN T WIT H T H E N EW PH O N E T ECH N O LO GY AT PMQ . CO M/PIZ Z A 911

D.P. Dough recently made the switch from traditional landlines to a cloud-based phone system.

D. P. D O U G H

create a centralized dispatch. “Ultimately, the right system can reduce labor costs and help the bottom line,” Harmon asserts. “You can now get internet, phone and a firewall for credit card processing in one low-cost package—under $200 per month— with minimal up-front investment.” FUTURISTIC FEATURES

Though the basic benefits of landlines and even first-generation VoIP haven’t changed much over the years, today’s system providers are looking to innovate, giving operators more features and access to business-boosting data than ever before. After all, Pasquale points out that even giants like Domino’s, while logging robust online ordering sales, still receive half of their revenue from nondigital (i.e., phone calls), and even customers who do order online tend to call directly in the case of a question or concern. But today’s everything-on-demand consumers don’t have much tolerance for busy signals or endless rings, and unprepared operators pay the price in squandered sales. “Now you can avoid busy signals with the ability to answer unlimited calls—that is, limited only by your bandwith, which today is

huge—and create marketing messages (generated by owners or using ‘voice talent’ from the provider) for customers to hear while they wait,” Pasquale says. “Businesses today must cope with our ‘real-time’ culture. When customers wait on hold too long or the call drops, they’ll move on to the next pizzeria.” Pasquale points to other features available: For example, a call from a VIP/repeat customer can be flagged as it comes in, or staff can see on a screen when someone has been on hold for longer than 15 seconds. Operators can get real-time performance reports to see how the business is handling incoming calls—a feature that Pasquale has seen improve sales for a pizzeria by 35% in a single week. There are even futuristic features being introduced, such as “sentiment analysis,” an AI-type software that “listens” to recorded calls and checks for emotions, like happiness or yelling, or software that allows operators to type in keywords to ensure employees are upselling or representing the brand in the best light. Meanwhile, with call recording features, operators can monitor the business even while on vacation, logging in to check store performance or listening in on live calls (including the ability to break in for coaching if necessary, with only the employee able to hear). Or, especially important for multiunit operators, a system can be flagged when no calls are recorded in a length of time, such as 15 minutes. “In these cases, obviously the phone system isn’t operating correctly—or at all—so the operator can be notified by text, phone, email, or all three,” Pasquale says. “With this feature, an operator with locations in several states realized employees were closing one store an hour early!” IN CASE OF EMERGENCY

Operators know Murphy’s Law all too well: If something can go wrong, it will. But luckily, today’s phone systems can offer solutions for those special circumstances that can turn a business belly-up. Scully, for example, points to the importance of having backup routers

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with a cellular data modem, so that if phones or internet go down, operators can continue business as usual. “This protects not only your phones, but also credit card processing, POS system, WiFi, security cameras—anything connected to the internet,” Scully notes. “Even if the internet goes down, you don’t drop a single call.” Another scenario that may occur: If an operator has multiple locations fairly close to each other, and one is placed out of commission due to a power failure, the operator can automatically redirect calls to that nearby backup location. “You can even initiate a prerecorded message to the caller saying he is being rerouted, then have an announcement to that second store’s employees that this is a rerouted call,” Scully says. “You can set this up in minutes to prevent losses.” Meanwhile, Pasquale points to a feature that helps endangered

drivers: a “safety line,” with a specially reserved number that drivers can call if they feel threatened. And, of course, the ability to record and review calls can come in handy to prevent crises large and small—and put out minor operational fires before they spread. “If there’s an incident, like an incorrect order or a crime—or if we just want to improve customer service or replay calls for training purposes—call recording is a must,” Schylling asserts. “We can also see so much data to improve: How many rings does it take for an answer? How long will customers wait before they abandon a call? Are we answering quickly enough on busy nights? With all of the features available today, there are so many possibilities.” Tracy Morin is PMQ’s senior copy editor.

DO YOU WANT

FREE PIZZA BOX TOPPERS & MAGNETS?

CONTACT BTA TO FIND OUT HOW

302225663535 PRODUCTSSBOXTOPINC.COM

OCTOBER 2018 | PMQ.COM

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Operators Turn Heads With Signature Menu Items from Caputo SMART MARKET

SPONSORED CONTENT

CAPUTO With the explosion of social eating and foodie-mania, more and more operators are turning up their culinary creativity to build menus that stand out from the competition. They seek manufacturers with the experience and know-how to create authentic products that best fit their culinary visions. They demand exceptional taste, as well as the multiple formats, innovative formulations and custom seasoning blends, along

with the melting temperatures, shelf life and back-of-house ease they need. That’s why more and more pizzerias turn to Caputo Cheese. Offering countless diverse types of cheese from all over the world, including their own award-winning Fresh Mozzarella line, Caputo Cheese is an expert in formulating just the perfect cheese blend for an application. By listening to the customers’ needs, and considering flavor,

Focaccia with Pesto and Butternut Squash Recipe makes one full-size sheet tray 375⁰ in a convection oven with a low fan INGREDIENTS 2 tbsp. instant yeast 2 c. warm water, divided ¼ c. olive oil plus more for coating and drizzling 1 tbsp. honey 1 tbsp. kosher salt 5 c. AP flour 8 oz. basil pesto, divided 1 butternut squash, sliced in ¼” rounds, and roasted 1½ c. shredded Parmigiano-Reggiano Sea salt, to taste

PREPARATION • Activate yeast by adding ¼ c. warm water, ¼ c. olive oil, and honey to bowl of a stand mixer and whisk to combine. • Let it sit for 5-10 minutes, or until yeast starts to bubble and get foamy.

functionality and their bottom line, the Caputo team will determine the best cheese for you without sacrificing the quality of the finished result. Whatever your needs, you can trust that Caputo will deliver the quality, flavor and consistency that only high standards and family pride can produce. For more information, call 708-4500074, or visit caputocheese.com.

Leading industry cheese manufacturer Caputo Cheese in Melrose Park, IL, offers custom cheese solutions to inspire innovation.

• Whisk kosher salt and flour together, and add to yeast mixture. • Using dough hook, start mixing while drizzling in remaining water until a dough starts to form. • Mix on medium speed for 8-10 minutes. (The dough should pull away from the bowl.) Add a sprinkle of flour if dough is sticky. • During the last minute of mixing, add 4 oz. of pesto. • Coat sides of mixing bowl with olive oil, put dough in and put in a warm place to proof, covered with plastic wrap, until dough is doubled in size. • Place dough on parchment-lined sheet tray, and shape to fit sheet tray, using fingers to make indentations throughout. • Drizzle olive oil on dough, and sprinkle with coarse sea salt. • Place butternut squash rounds on top and sprinkle with shredded Parmigiano-Reggiano. • Drizzle with olive oil before putting in oven. • Bake until bread is browned and baked through, approximately 20-25 minutes. • Remove from oven, and let cool. • Cut and drizzle with olive oil and remaining pesto for service.

Buon Appetito!

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CAP036

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Caputo is proud to be the recipient of several awards in the 2018 World Cheese Competition, including 1st Place in the Fresh Mozzarella and Burrata categories.

CaputoCheese.com

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Paper to Trees: Marketing with Integrity SMART MARKET

SPONSORED CONTENT

MPP MARKETING GROUP

Photos by

When we do the right thing, our actions ripple out and touch the lives of many. MPP Marketing Group is honing that sentiment by giving restaurants an opportunity to get involved in a global initiative that is changing the world, by simply doing nothing. Actually, by simply doing something you were going to do anyway—marketing your business. Paper to Trees is MPP’s fresh-out-of-the-oven sustainability initiative that’s committed to leaving the Earth better than we found it—through reforestation. That’s right; MPP is going green, and just by printing with them, you’ve already joined the party. No extra cost, no extra effort. Simply put, the more marketing materials you print with MPP, the more trees they’ll plant. As pioneers in the foodservice marketing industry, MPP consistently delivers excellence in marketing services and products, as they have for the past 19 years. Top it off with a sustainability program, and you’ll be reaping the benefits of a supercharged marketing campaign while saving the earth— all at the same time. The math is fairly straightforward: It takes, on average, 15½ trees to create a ton of paper, and for every ton of paper used by MPP for printing, they will plant 20 new trees. Forget carbon-neutral—you’ll be creating a carbon-positive footprint. Through their partnership with One Tree Planted (onetreeplanted. org), a nonprofit organization that organizes global reforestation projects, MPP will make a donation every time they get a print order. The trees are planted in forest areas that are significantly depleted due to agriculture and wildfires, but you can choose to plant locally as well. One Tree Planted will even organize community planting events right in your neighborhood. The trickle-down effect of this initiative is legendary, because your next marketing campaign

will involve each and every one of your customers in contributing to massive action. In fact, MPP wants to help you educate your customers about how you are managing your carbon footprint by giving you unlimited access to their digital assets. You have the opportunity to put the Paper to Trees logo on your menus and promotional items, add it to your website, and present your commitment to sustainable marketing to the public. MPP will also send you window decals to display once you’ve hit planting milestones, with the number of trees you’ve helped plant—for free. As consumers, we like to know that we are involved in doing good in the world; that we are a part of something bigger than ourselves. Among a global study led by Nielsen*, 66% of respondents were willing to pay more for products with key sustainability factors. MPP’s Paper to Trees initiative creates this positive cycle effortlessly. The more you print, the more trees get planted, the more customers you attract—and the cycle repeats. This is a winning situation for every party involved—including the Earth. MPP’s marketing process is done in-house, including design, print, mailing and digital. With more than 19 years in the industry, their knowledgeable and professional team will guide you through each step to create the perfect marketing strategy for your business. This is your opportunity to give back to the Earth, without sacrificing the quality or integrity of your marketing campaign. Call MPP Marketing Group at 866-889-8745 or visit MPPMarketinggroup.com/printproduction/environmental/ to grow your business and change the world.

p w y p

* Source: Nielsen Global Survey of Corporate Social Responsibility, Q1 2015

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plant what you print

DID YOU KNOW: 66% of consumers prefer to support environmentally sustainable businesses. (Nielsen Global Survey of Corporate Social Responsibility, 2015)

Marketing with Integrity Paper to Trees is MPP’s sustainable reforestation program that involves you AND your customers, at no extra cost.

How it works: We donate trees for every paper print product we produce for you. All you have to do is print with us - THAT’S IT! • We have partnered with One Tree Planted, a non-profit organization that actively plants trees in areas that have been significantly deforested. • We keep track of how many trees you’ve planted through printing with us. • You receive a badge every time you hit a planting milestone, to stick on your window and show your customers that you are part of a sustainable marketing initiative. • You can use our logo on your marketing materials, websites, emails and more, to enhance your own campaign.

Call us for our National Pizza Month Specials Custom Design • Print • Digital • Direct Mail • Managed Social Media Programs

Call Today 1.866.889.8745

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SPONSORED CONTENT

IDEA ZONE

If hotels aren’t using your key cards, then they’re using your competitors’. When weary travelers get to their hotel rooms, it’s late, and they’re hungry. Potential customers won’t have to look far before discovering your store, because your message is already in view. HotelRFIDkeys. com has been reminding hotel customers where to eat pizza for a long time—they’ve had pizzerias’ information in hotels, front and center, since 1995. Hotel guests will need to eat something and, unlike potential customers at home, most won’t have a kitchen. If there is a hotel near your pizzeria and you want to tap into those potential customers, HotelRFIDKeys.com can put you on the most prime piece of real estate in the hotel, literally in the hands of the customer—on the key card, the key sleeve, or the TV channel guide. There are advantages to working with the leading manufacturer of RFID key cards. RFID (Radio-frequency identification) is now becoming the new standard for hotels. More and more hotels are replacing the old magnetic stripe locks with RFID locks. HotelRFIDKeys.com has practically every available lock variation, with the lowest price. How do they do it? HotelRFIDkeys buys direct from China and ships to the United States. Their long-standing relationships overseas

have allowed them to acquire nearly every lock and key. Stop paying exorbitant prices for only one type of encryption key from an exclusive supplier. RFID’s manufacturer-direct pricing gets you RFID keys at the lowest price possible. But RFID is much more than great prices. Customers are granted a 100% quality- assurance lifetime warranty on all products and an exceptional service experience. HotelRFIDKeys does the heavy lifting for you by reaching out to hotels, as they have for more than 20 years. Their reputation and experience helps them to establish that vital relationship with hotels so you can continue doing what you do best— making and delivering a great pizza. Backed by the industry’s best customer-care team, RFID sets you up for success. HotelRFIDKeys.com handles all Choice Hotels and most major hotel franchises. With HotelRFIDKeys.com your message will go out to a captive audience of some 35,000 hotel guests. Make the right choice and capitalize on guests stopping through your town who are looking for a delicious, piping-hot pizza after a long day. Visit HotelRFIDkeys. com to find out more or call 706-935-3535.

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PIZZA WITHOUT BORDERS

Ciro Sasso from Le Monde pizzeria in Naples prepares a pizza with spirulina powder added to the dough. Once out of the oven, olive oil is misted on top with a diffuser to bring out the rich green color and fragrance of the dough.

ITALY’S POLYAMOROUS AFFAIR WITH SPECIALTY FLOUR Today in Italy, it is not uncommon for pizzerias to have two, three, four or more types of pizza crust on offer. The choices are not designed for handling different preparation methods— hand-stretched vs. pan, for example—but are based on the fundamentals of the pizza dough itself. Pizza made with ancient grains or stone-milled flour honors an ancient past with promised health benefits, while other kinds of dough contain added ingredients to give a unique taste, color and smell to the pizza. But how did Italy go from a country fiercely defending its food tradition just 10 years ago to a place that now abounds with black, red, purple and green tinted dough?

“This trend started five to six years ago, due to so many pizza maker associations,” says Marianna Iodice, a journalist at Ristonews.it in Monopoli, Italy. “Pizza makers all over Italy began to experiment with different kinds of flours and share their results on social media. At the same time, print and online media such as Pizza & Core magazine gave information about how to make these new products. I can tell you that a lot of pizzerias offer alternative dough types today—it is a general trend happening all over the nation.” “Pizza makers try to find a way to make themselves unique in the market,” adds Annalisa Tardioli, marketing manager at Molini Spigadoro in Bastia Umbra, Italy. “Using specialty flour

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R E L AT E D V I D E O TAKE A LO O K I N SI DE AL BORGO PIZ Z E RIA AT W W W.P MQ.CO M/ 1 018C

Stefano Miozzo from Pizzeria Al Borgo in Cerea, Italy, is the 2018 reigning World Champion for Pizza Classica. His winning pizza (pictured below) has a purple tint due to the addition of Amarone wine, a specialty product in the Verona area. Miozzo’s pizza, topped with foie gras, caviar and slices of pigeon, is the most expensive pizza on the menu, at 40 euros each.

is one way to do that. For example, the addition of red or black venere Italian rice flour to wheat flour gives finished dough a beautiful color and fragrance and creates a lower-gluten result. “Pizza made with hemp flour has no THC, but it adds a light green color,” Tardioli says. “These pizzas aren’t sold in pizzerias very often. They are more for showing off on social media.” Other standout pizza experiments include the addition of spirulina, red cabbage and red chili peppers to an otherwise normal pizza flour. Specialty dough is becoming so much the norm in Italy that a pizza dough made with red wine took first place in the Pizza Classica division at the 2018 World Pizza Championships. First-place winner Stefano Miozzo, from pizzeria Al Borgo near Verona, regularly makes a small batch of dough with Amarone wine at the store for the adventureseeking customer. Miozzo is a prime example of Italians’ newfound lust for trying new specialty flours and dough types. He currently uses some 12 different types of flours from some of the most-known to the smallest local mills. “I’m not connected to any particular mill, and I like to try things out,” Miozzo says. “If I have to change because there’s something better on the market, I do it.” In America, the trend is also starting to catch on, but more slowly. “Some Italian pizza makers are bringing the trend to New York, but only a few so far,” Tardioli explains. In the meantime, new specialty flour mixes are coming to the American market: Pinsa Romana, for example, combines soy and rice flour to make traditional Roman-style pizza. If you are trying out new and incredible ways to prepare and present your dough, share it with us online using our social hashtags, #pmqpizzamag and #pizzatvdotcom.

Missy Green is a pizza spinning gold medalist and PMQ’s international correspondent. She currently resides in the Netherlands.

OCTOBER 2018 | PMQ.COM

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PRODUCT SPOTLIGHT

WALKIN COOLER WAREHOUSE Design high-quality custom walk-in coolers and freezers of all sizes, from a broom closet to a football field, with great customer service at an affordable price. With multiple warehouses and manufacturers throughout the country, WalkIn Cooler Warehouse boasts 47 years of experience servicing customers all over the world. Let them walk you into your next walk-in! 866-804-0071, walkincoolerwarehouse.com

CHICA AND JO Focusing on unique packaging solutions, Chica and Jo offer the smallest pizza boxes around—sized just right for presenting gift cards. These sturdy, mailable mini boxes offer an innovative way to promote sales to loyal customers looking to give a practical gift with a creative touch. sales@chicaandjo.com, chicaandjo.com/pizza

GRANDE RICOTTA PRIMA DOLCE Ricotta Prima Dolce is reminiscent of the hand-dipped ricotta crafted in the Italian countryside, with the curds packaged in the original basket of collection. The cheese boasts a clean, light and sweet dairy flavor and is highly versatile: Slice, cube, mix, or blend for any application on your menu. 800.847.2633, grandecheese.com

MAPLE LEAF FARMS Duck makes the difference! Maple Leaf Farms Duck Bacon is a healthier bacon choice that doesn’t compromise on flavor or texture. Made with premium boneless duck breast meat, the bacon is thick-sliced and naturally applewood-smoked for terrific flavor, with 57% less fat than traditional pork bacon. Contact Cindy Turk at cturk@mapleleaffarms.com for a free sample. 574-453-4184, mapleleaffarms.com

PUREZZA PREMIUM WATER Purezza offers end-to-end premium dispensing water solutions that provide a simple, contemporary, great-tasting alternative to table and bottled water, enabling venues to utilize their own locally sourced water supply to offer to their customers. These solutions save venues time and money, and Purezza provides promotional support to maximize water sales. 302-613-7013, www.purezza.com

TASTE OF ITALY This 11’6” Pizza Flag was designed by Tino Sciortino in the 1980s after selling his Italian restaurant and pizzeria in Glendale, Calif. Flags can be ordered with steel stakes for ground insertion or a steel four-legged stand for placing on concrete. The Pizza Flags are extremely effective from a distance. 800-760-8662, www.tasteofitaly.org

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THE PIZZA EXCHANGE

THE FUTURE IS VENTLESS NOW SERVING: VENTLESS GRILLS, FRYERS & OVENS

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From bacon and eggs, to burgers and steaks, VentaGrill is the perfect solution for any business looking to expand their menu with grilled food options. With a built in ventilation and ANSUL ® Fire Suppression System, VentaGrill allows for tremendous flexibility when determining cooking and service points within your foodservice facility.

Our NEW singleserve, double basket countertop model of AutoFry is compact and perfect for businesses looking to promote a made-toorder concept. Just like its counterparts, the AutoFry Mini-C is fully automated and fully enclosed. Equipped with its own ANSUL ® fire suppression system, AutoFry is the safest commercial fryer on the market.

Our new and improved, MultiChef XL uses a combination of convection, rapid air impingement, bottom infrared, and precision microwave to reduce cook times by up to 80%. Using MultiChef XL is simple, regardless of kitchen knowledge level. In just two steps, select one of 80 presets or enter in a manual time, and press start! MultiChef XL will take care of the rest.

VENTAGRILL.COM

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PIZZA INDUSTRY BULLETIN BOARD

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www.messageonholdservice.com OCTOBER 2018 | PMQ.COM

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THE PIZZA EXCHANGE

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Bakeable Trays & Delivery Bags! PIZ Z A IS W O R T H R U I T! Pizza Liner YO • Allows you to handle pizza with ease. • Eliminates the cardboard taste. • Absorbs grease and allows moisture to escape. • Ensures a crisper crust every time. • Keeps pizza 12-15 degrees warmer upon delivery.

Pizza Bags Bakeable Tray • With Revolutionary ADVANCED BAKE TECHNOLOGY! • Prevents oven drips & spills. • Patented bi-directional bumps allow for air flow & moisture release resulting in even baking. • Eliminates “soggy crust” centers.

• Unsurpassed quality, durability, workmanship & performance! • 3 wide Velcro strips for secure closure everytime. • 600 denier heavy duty stain resistant imitation nylon. • 210 PU coated lining ~ won’t crack or peel!

800.783.5343 • PerfectCrust.com 84 PMQ PIZZA MAGAZINE | THE WORLD’S AUTHORITY ON PIZZA 3.3x4.875_PMQ_Ad_QtPg_4.4.14.indd 1

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PIZZA INDUSTRY RESOURCE GUIDE

APPS

CHEESE

BAKING STONES

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THE PIZZA EXCHANGE

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PIZZA INDUSTRY RESOURCE GUIDE

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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.

DOUGH BOWLS

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FLOUR DOUGH DIVIDERS/ROUNDERS

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A revolutionary ingredient changing the way people enjoy Italian cuisine Carlo F. Pedone • 414.301.4245 • carlo@pinsaromana.us

Learn more about Pinsa Romana or attending the academy: pinsaromana.us • pinsaschool.com

pmq.com/Recipe-Bank/ OCTOBER 2018 | PMQ.COM

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THE PIZZA EXCHANGE

FLOUR

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Julie Reisinger: (717) 214-7616 | pizzapro.amwins.com 88 PMQ PIZZA MAGAZINE | THE WORLD’S AUTHORITY ON PIZZA

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PIZZA INDUSTRY RESOURCE GUIDE

MAGNETS

MAILING LISTS

Reach More Hungry Customers with an Occupant List • Saturate neighborhoods with your message • Personalize for more effective campaigns • Save on postage It’s better than Every Door Direct Mail – and we’ll throw in free mailing software!

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www.melissa.com/hungry 1-800-MELISSA

M A C H I N E R Y/ E Q U I P M E N T

1-800-426-0323

www.northernpizza.com

MANAGEMENT Ovens Mixers Prep Tables Walk-ins Parts Smallwares

keep more of your hard earned dough! 3 money saving programs:

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save time and increase profits!

www.timeforge.com 866.684.7191

OCTOBER 2018 | PMQ.COM

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THE PIZZA EXCHANGE

MARKETING IDEAS

MIXERS

Pizza Package Includes: CL50 Ultra Veg Prep Machine, 2mm and 4mm slicing disc, 7mm grating disc, 10mm dicing kit disc holders, and dice cleaning kit

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FOR MORE CHEFWARE, VISIT WWW.TASTEOFITALY.ORG (PGS 22 & 23)

Heavy Duty MIXeRS RS

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

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Globe Food Equipment Co. | www.globefoodequip.com

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The Original Variable Speed Mixer

Pizza’s Great Storyteller

Varimixer Strong as a Bear.

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

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

ON HOLD MARKETING/PHONE SERVICES

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

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www.pizzamixers.com • 1-877-R-MIXERS 90 PMQ PIZZA MAGAZINE | THE WORLD’S AUTHORITY ON PIZZA

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PIZZA INDUSTRY RESOURCE GUIDE

ON HOLD MARKETING/PHONE SERVICES

PIZZA BOXES

CUSTOMIZE YOUR PIZZA BOX Doing It The American Way! TAKE YOUR IMAGE TO THE NEXT LEVEL 7” to 36” Custom Boxes and Odd Sizes Available

UP TO 4-COLORS | NO PLATE FEES*

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ONLINE ORDERING

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Grow Your Business with the power of online ordering More Orders. Starting Now.

SliceLife.com/JoinNow or (844) 880-2346

PIZZA BOXES

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800-626-0828 | starpizzabox.com OCTOBER 2018 | PMQ.COM

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THE PIZZA EXCHANGE

PIZZA CRUSTS

PIZZA OVENS

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92 PMQ PIZZA MAGAZINE | THE WORLD’S AUTHORITY ON PIZZA

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PIZZA INDUSTRY RESOURCE GUIDE

PIZZA DELIVERY THERMAL BAGS

OCTOBER SPECIALS

High Qua lit y Pizza Tools

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THE PIZZA EXCHANGE

PIZZA OVENS

PIZZA PEELS

WOOD STONE CORPORATION ...............Stone Hearth & Specialty Commercial Cooking Equipment .1801 W. Bakerview Rd ..................... Bellingham, WA 98226 TOLL Free 800-988-8103Fax: 360-650-1166.............. woodstone-corp.com PIZZA PANS

PIZZA SUPPLIES

• Pizza Preparation and Delivery Products •

National Marketing, Inc.

www.nminc.com 800-994-4664

734-266-2222

Fax: 734-266-2121

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

PIZZA PEELS

pmq.com/Recipe-Bank/ 94 PMQ PIZZA MAGAZINE | THE WORLD’S AUTHORITY ON PIZZA

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PIZZA INDUSTRY RESOURCE GUIDE

PIZZA SUPPLIES

PRINTING

SAUCE

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.

T E L E P H O N E E Q U I P M E N T/ S U P P L I E S / S E R V I C E

ALWAYS WITH YOU. OCTOBER 2018 | PMQ.COM

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THE PIZZA EXCHANGE

TO M ATO P RO D U C T S

WINGS

YEAST

TA B L EC LOT H S

You Top the Pizza, We’ll Top the Tables! Updating your dining room is easy with our easy-care vinyl table covers … always made to your specs. Fabrics are also available by the roll. • 372 colors and 65 mix-and-match patterns • Covers are custom made within 2-3 weeks • Available with velcro, umbrella holes or elastic for a perfect fit. • No minimums required

View and order patterns online at Americo-Inc.com

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Need a hand spicing up your crust?

No problem, weâ&#x20AC;&#x2122;ve got you covered. Visit the Tom Lehmann Dough Information Center for the answers to all your dough formulation questions. From bakerâ&#x20AC;&#x2122;s percentages to water content to flavor-infused doughs, the Dough Doctor provides the info that will have you raking in the dough!

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PIZZA HALL OF FAME

(Clockwise from left) A young customer visits Modern in its earlier days; Nick Nuzzo helped coin the name Modern Apizza and owned the business from 1952 to 1988; Modern is shown in the late ‘40s; founder Antonio Tolli strikes a pose in 1935.

Has your pizzeria been in business for 50 years or longer? If so, contact us at tracy@pmq.com.

Watch of Fam Pizza Hall PizzaT e videos on V.c NEW P om and th e izzaTV chann Roku el!

MODERN APIZZA

CMY

Don’t let the name fool you—in a city that’s stamped its own style in the annals of pizza history, Modern Apizza remains one of the founding originals. By Tracy Morin When Connecticut-born, Italy-raised Antonio “Tony” Tolli returned to his birth state in 1930, he learned the baking trade from his uncle, who owned a successful pastry shop in New Haven. His first solo venture, a pizzeria co-owned with that uncle’s son, lasted only two years, but he immediately went back into the business with the new Tony’s Apizza, opened on State Street in 1936 to serve the area’s mass of Italian immigrants. That concept, renamed Modern Apizza in 1944, would change hands over the decades, but the beloved pizza recipe remained untouched. Even with the pizzeria’s lasting success over more than a half century, when current owners Bill and Mary Pustari took the helm in 1988, they focused on proving themselves in the shadow of the city’s more famous Wooster Street pizzerias—making renovations, expanding seating and recommitting to the customer experience. Today, Modern Apizza has become a firmly established legend in a legendary pizza town, propelled by impassioned word-of-mouth and a stream of awards, accolades and media attention. But the Pustari family isn’t resting on reputation alone. Whether shipping pies to soldiers in Iraq or organizing monthly efforts to feed the homeless, giving back remains a cornerstone of the company’s ethics. And, despite some employees clocking in since pre-Pustari

days, Modern isn’t afraid to keep up with the times (think gluten-free and vegan-friendly pies). Erica Pustari, daughter of Bill and Mary and current manager, toting a degree in hospitality, joined the family business a couple of years back and has since added an Instagram account to spread the word about everything from new beers on tap to visits from its many celebrity fans. “We’ve hosted Steven Spielberg here and bring the Yankees pizza when they’re training, but everyone is the same to us,” Erica says. “We’re very lucky to be known now all over the country, but we don’t seek that out. It happens because of the love people have for pizza.” Indeed, Modern has landed its own starring role in a new movie, out this month, that delves into the iconic New Haven style, called Apizza Love Story. But, Erica asserts, the family’s real pleasure is providing a great experience every day for its customers—whether they’ve traveled cross-country to try a Clam Casino pie or visit every week from around the corner. “It just makes us really happy that our pizza makes people happy,” she concludes. “We’re proud to be here every day, providing a great environment and product for people to enjoy. That’s what life is all about.”

Tracy Morin is PMQ’s senior copy editor.

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