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SEPTEMBER 2014 | WWW.PMQ.COM National Pizza Month: 8 Profitable Promotions Page 48 Free Art Download Pg 45 Why You Should Raise Your Prices— And How to Do It Page 54 6 EASY & PROFITABLE APPETIZERS HOW TO MAKE THEM HOW TO SELL THEM
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Transcript of cентябрь 2014
SEPTEMBER 2014 | WWW.PMQ.COM
PMQ PIZZA M
AGAZINE | Septem
ber 2014 | Volume 18, Issue 7
The Pizza Industry’s B
usiness Monthly | P
MQ
.com
National Pizza Month:8 Profitable Promotions Page 48Free Art Download Pg 45
Why You ShouldRaise Your Prices —And How to Do ItPage 54
6EASY & PROFITABLE
APPETIZERSHOW TO MAKE THEMHOW TO SELL THEM
September2014_FINAL.indd 1 8/12/14 6:15 PM
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DEPARTMENT ONLINE AT PMQ.COM
ThePizzaInsider.PMQ.comLiz Barrett, PMQ’s editor at large, brings you the inside scoop on the industry’s latest business and marketing trends.
Recently at The Pizza Insider: Liz explains how to achieve $1 million in sales; how to know when it’s time to fi re an employee; and how to drive more traffi c to your website.
PizzaWithoutBorders.PMQ.comReporting from Paris, Missy Green, PMQ’s international correspondent, reports on pizza events, trends and curiosities from around the world.
Recently at Pizza Without Borders: Missy describes a Parisian pizzeria’s innovative use of pink balloons; checks out some of the world’s weirdest pizzas; and spins dough at Disneyland Paris.
Pizza TV: 2014 World Pizza Championship
Members of the U.S. Pizza Team journey 5,000 miles to test their mettle against the world’s best pizza makers. Along the way, they develop a team spirit and strong personal bonds that fuel some of their best individual performances in years.
PMQ BlogsRecent Videos (pmq.com/video)
This Week in Pizza (pmq.com/thisweekinpizza)
PMQ’s weekly e-newsletter brings breaking industry news to your inbox every Wednesday. Receive it free by visiting pmq.com/subscribe.
Pizza 360: Menu Engineering
Your menu is your No. 1 sales tool, but you’re probably not using it correctly. In this wide-ranging interview on menu engineering, consultant Gregg Rapp explains how a few tweaks to your menu’s layout, design and pricing can boost your profi ts.
SliceofLife.PMQ.comPMQ’s social media director, Melanie Addington, brings you weekly posts on the latest trends and tips in social media.
Recently at Slice of Life: Melanie offers ideas for using Twitter as a customer service tool; shares social media tips from the experts at Moving Targets; and talks to social media expert Ramon DeLeon about turning employees into brand advocates.
PMQ Pizza Magazine
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Follow Us!
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Join the discussion!
Think Tank Hot Topics (thinktank.pmq.com)
The PMQ Think Tank is the world’s largest online forum for the pizza industry. With a membership of 2,500 and more than 80,000 posts, you’re sure to fi nd the answers you’re seeking. Some examples of recent posts:
Employee’s Facebook Post – A pizzeria operator seeks advice when an employee posts a complaint about her wages on Facebook—and the pizze-ria’s manager even “likes” the post.
Dealing With Suppliers – Think Tank members discuss strategies for get-ting better prices from their suppliers—and whether it’s better to shop around or to stick with one supplier.
Do you have an answer for these operators or questions of your own? Log onto the Think Tank and take a look around at thinktank.pmq.com.
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CONTENTS SEPTEMBER 2014
26 ON THE COVER
26 Get Smarter With Your StartersYou already know that a little upselling could do wonders for your bottom line. Our experienced pizzeria operators will show you how to do it, offering six strategies to increase your appetizer sales by 10% or more.By Liz Barrett
FEATURES
36 Go With the DoughYou can use your existing dough formulation to create crowd-pleasing, high-profit, signature appetizers, including cheese pockets, focaccia and fougasse.By Jeff Zeak
42 Into the FryerAmericans still love fried foods, so adding a deep fryer to your kitchen makes sound business sense. Experts offer tips for getting maximum use—and profitability—out of your fryer and fried sides and appetizers.By Tracy Morin
48 8 Ways to Rock OctoberThere’s an entire 31-day period set aside every year just to celebrate your product. Take full advantage of National Pizza Month this year with these eight moneymaking promotional strategies!By Rick Hynum
54 The Price Is WrongAs commodity prices keep rising, many pizzeria operators need to raise their prices—but everyone’s waiting for someone else to do it first. An expert operator explains why you should charge what your pizza is worth—and how to do it.By Sean Brauser
60 The Coffee ConnectionWith coffee consumption on the rise and 83% of American adults drinking it, now is the time to add signature coffee drinks to your menu. Fortunately, innovative new technologies make serving coffee easier—and more profitable—than ever.By Tracy Morin
66 Slaying the Neighborhood Goliath—Part 3
Once again, consultant Tom Feltenstein shows how you can take on the big chains with 10 innovative and offbeat promotions that will drive traffic to your pizzeria.By Tom Feltenstein
70 Best of NRA Show 2014PMQ staff members went in search of 2014’s best moneymaking products and services for pizzeria operators at this year’s National Restaurant Association Show.
SEPTEMBER 2014 | WWW.PMQ.COM
PMQ PIZZA M
AGAZINE | Septem
ber 2014 | Volume 18, Issue 7
The Pizza Industry’s B
usiness Monthly | P
MQ
.com
8 Profitable Promotionsfor National Pizza Month
Page 48
Why You ShouldRaise Your Prices —And How to Do ItPage 54
APPETIZERS:6 WAYS TO MAKE THEM6 WAYS TO SELL THEM
GET SMARTER WITH YOUR STARTERS
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CONTENTS SEPTEMBER 2014
DEPARTMENTS
18 In Lehmann’s Terms: Solving the Soggy Pizza Problem
Tom “The Dough Doctor” Lehmann confronts the diffi cult problem of managing moisture in pizzas with a large number of toppings.
20 New York’s Finest: Grilled Shrimp and Pepperoni Pizza
Chef Bruno fi res up the charcoal grill to create a unique pizza made with shrimp, pepperoni, broccoli and zucchini.
22 Marketing Maven: How to Prepare for the 4 Cs—Part 2
Use smart marketing strategies to keep business booming when construction projects or competitors get in your way.
24 Accounting for Your Money: Don’t Throw Away Those Credit Card Receipts
Accountant Michael Rasmussen proposes a system for satisfying the IRS’ ongoing demand for paper documentation in an electronic age.
40 Recipe of the Month: Chicken Bacon Ranch Pizza
Chicken is a go-to meat for countless dishes, and everyone loves bacon and Ranch dressing. This recipe combines all three popular ingredients in one delicious pie.
77 Meet the Tank: Ron Mathews
The owner of Rockstar Pizza came to PMQ’s Think Tank in 2006 looking for a better dough formula. He has stuck around to help others ever since.
98 Time Capsule: Donatos
Jim Grote’s father insisted that pizza was “just a fad.” Luckily, Grote didn’t listen; instead, he opened the fi rst Donatos pizzeria, now a major chain with more than 150 stores.
IN EVERY ISSUE
6 Online at PMQ.com
12 Editor’s Note
14 Letters to the Editor
16 Pizza Press
76 Product Spotlight
85 Advertiser Index
86 Pizza Industry Resource Guide
36
Coming Next Month
Soups: Soups aren’t just the ultimate comfort food—they also offer major upsell opportunities and appeal to customers looking for lighter, healthier fare.
Hard Beverages: With new fl avors and brands constantly popping up, the alternative alcoholic beverage category—hard ciders, lemonades and teas—offers something for everyone.
POS Innovations: Recent tech-savvy POS innovations, coupled with the ability to augment, upgrade and sync with those systems, has created a perfect storm of peak performance.
GO WITH THE DOUGH 6060THE COFFEE CONNECTION
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488 WAYS TO ROCK OCTOBERS
EA
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Exclusively and proudly distributed by Sysco.
Authentic Riserva Mozzarella, made only with the �nest, all-natural
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with great color, stretch, coverage, and melt.
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Schedule YourClick here for Featured Video: Using recipes from Jeff Zeak’s article, “Go With the Dough,” PMQ’s resident chef Brian Hernandez walks you through the steps of creating two simple but profi table appetizers—breadsticks and focaccia.
Click here for Bonus Article: In addition to his recipes in “Go With the Dough,” Jeff Zeak serves up dessert recipes for customers with a sweet tooth.
Click here for Featured Video: Using recipes from Jeff Zeak’s article, “Go With
Click here for Bonus Article: In addition to his recipes in “Go With the Dough,”
10 PMQ Pizza Magazine The Pizza Industry’s Business Monthly
TOC-September2014_Digital.indd 10 8/22/14 9:14 AM
Exclusively and proudly distributed by Sysco.
Authentic Riserva Mozzarella, made only with the �nest, all-natural
ingredients, is now available. It is a true mozzarella, one like no other,
with great color, stretch, coverage, and melt.
For more information call (888)-761-3281, or scan the QR code.
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September 2014 Book.indb 11 8/12/14 5:17 PM
On the cover: PMQ’s resident pizza maker Brian Hernandez puts the finishing touches on some breadsticks in the PMQ Test Kitchen. This month’s special focus on appetizers—how to make them and how to sell them—starts on page 26!Photo by Kara Hoffman
Rick HynumEditor-in-chiefPMQ Pizza Magazine
EDITOR’S NOTE RICK HYNUM
SEPTEMBER 2014 | WWW.PMQ.COM
PMQ PIZZA M
AGAZINE | Septem
ber 2014 | Volume 18, Issue 7
The Pizza Industry’s B
usiness Monthly | P
MQ
.com
8 Profitable Promotionsfor National Pizza MonthPage 48
Why You ShouldRaise Your Prices —And How to Do ItPage 54
APPETIZERS:6 WAYS TO MAKE THEM6 WAYS TO SELL THEM
SCAN TO SUBSCRIBE
Subscribe to PMQ now! Get your print, digital or mobile edition!
You Can’t Afford to Ignore Online ReviewsRemember writing actual letters with pen and paper? You sealed the letter in an enve-lope, slapped a stamp on it and dropped it in the mail. Then you waited. It could take weeks, even months, to get a response. We were, I suppose, a more patient species then.
Some call that bygone era “the good ol’ days,” but I don’t miss writing letters, and I sure don’t miss waiting a month for a response. On the other hand, instantaneous com-munication has its drawbacks, too. Carrying a smartphone makes me available to anyone who has my number, anytime, anywhere, whether I want to be available or not. If I don’t reply to a text immediately, I feel like I’m being rude, even if the text is nothing but a “cute” video of a cat with the hiccups.
Fortunately, those who know us well don’t mind if we’re slow to respond to a text or Facebook post. Restaurant customers, however, have different expectations. Yet again and again I see too many customer comments—and, more importantly, complaints—go unaddressed on pizzeria Facebook pages.
I recently visited the Facebook page of a certain pizzeria chain with 100-plus loca-tions. The reviews section teemed with negative comments, and five out of the first 10 starred reviews were one-star ratings. Granted, the remainder were all five-star reviews, so we shouldn’t read too much into these assessments. There will always be complain-ers. What worried me was that, as the negative ratings and angry comments piled up, no one at this chain was bothering to respond to them. Not even so much as a “Thanks for the feedback.”
This failure to respond is, in a way, a response, and it’s one of the worst I can think of. It suggests that 1) the chain uses Facebook strictly as a sales tool, not as a means to engage with its customers; and 2) the chain doesn’t really give a hoot if its customers go home dissatisfied and angry.
I wish this was an unusual case, but I see the same problem all over Facebook. Too many pizzerias use social media to put out their sales messages while turning a deaf ear to the messages—both positive and negative—that their patrons send back.
And if you think potential customers don’t pay attention to online reviews, you’re mistaken. According to the 2014 Local Consumer Review Survey, a study conducted by the United Kingdom-based BrightLocal, 88% of consumers say they trust online reviews as much as personal recommendations, and 72% say positive reviews make them trust a local business more.
So how hard is it, really, to take the time to click “like” or better yet post a quick “thank you” on every positive review you receive each day? And when a disgruntled customer slams you in this very public forum, doesn’t it make more sense to respond quickly and offer to make it right in that same public forum, for all to see, rather than ignore the complaint?
You can’t control online reviews, but you can use social media to show that you care about your customer’s concerns. You need to devote some time to it or assign the respon-sibility to someone who can. It’s not a passing fad. As a restaurant marketing tool, social media is as essential as your signage and your menu. Use it wisely, and reap the benefits. Use it foolishly, and you may pay the price in lost business and revenue.
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LETTERS TO THE EDITOR RICK HYNUM
Share your passion! Have a complaint, compliment or suggestion about something you’ve read in the pages of PMQ? Send your letter via email to [email protected] with “Letter to the Editor” in the subject line, or mail to PMQ, ATTN: Letters to the Editor, 612 McLarty Rd., Oxford, MS 38655. We look forward to hearing from you! Friend us on Facebook! Visit facebook.com/pmqpizzamagazine.
Thank You to Our PMQ Think Tank Moderators
Daddio: Member since June 2006Tom Lehmann: Member since June 2006
Rockstar Pizza: Member since June 2006ADpizzaguy: Member since January 2007
PMQ, INC.Publisher Steve Green [email protected] ext. 123
Co-Publisher Linda Green [email protected] ext. 121
EDITORIALEditor-in-Chief Rick [email protected] ext. 130
Editor at Large Liz [email protected]
Senior Copy Editor Tracy [email protected]
International Correspondent Missy [email protected]
DESIGN/PRODUCTIONArt Director Kara [email protected] ext. 135
Designer Eric [email protected]
Media Producer Daniel Lee [email protected] ext.139
ADVERTISINGSales Director Linda [email protected] ext. 121
Account Executive Clifton Moody [email protected] ext. 138
Account Executive Tom [email protected] ext. 122
Account Executive Anna [email protected] ext 140
Sales Assistant Brandy Pinion [email protected] ext. 127
MARKETINGSocial Media Director Melanie [email protected] ext. 133
ADMINISTRATIONChief Financial Officer Shawn [email protected]
Circulation Manager Sherlyn [email protected] ext. 120
Director of Operations/Event Coordinator Brian [email protected] ext. 129
PMQ INTERNATIONAL PMQ China Yvonne [email protected]
PMQ Australia-NZ Tom [email protected]
France Pizza Julien [email protected]
Pizza e Pasta Italiana Massimo Puggina [email protected]
Spain—pizzanet.es Eduard Jiménez [email protected]
Brazil—Pizzas & Massas Michel [email protected]
EDITORIAL ADVISORSChef Santo Bruno Tom Feltenstein Tom Lehmann Joey Todaro Ed Zimmerman
CONTRIBUTORS Sean Brauser Chef Santo Bruno Linda Duke Tom Feltenstein Tom Lehmann Michael J. Rasmussen
Volume 18, Issue 7PMQ Pizza Magazine 605 Edison St. • Oxford, MS 38655662.234.5481 • 662.234.0665 Fax [email protected]
PMQ Pizza Magazine (ISSN #1937-5263) is published 10 times per year. Cost of U.S. subscription is $25 per year. International $35. Periodical postage pricing paid at Oxford, MS. Additional mailing offices at Bolingbrook, IL. Postmaster: Send address changes to: PMQ Pizza Magazine, PO Box 2015, Langhorne, PA 19047. Opinions expressed by the editors and contributing writers are strictly their own, and are not necessarily those of the advertisers. All rights reserved. No portion of PMQ may be reproduced in whole or part without written consent.
Winner of 5 ASBPE AwardsWinner of 4 GAMMA AwardsISSN 1937-5263
A P U B L I C AT I O N O F P M Q , I N C .
An Emotional ExperienceThank you so much for featuring Piecasso Pizzeria & Lounge (August 2014). It really means a lot to us. We received the magazines yesterday, and our staff is ecstatic. Opening the box made me emotional as I thought of the struggles my family went through to make it here. I have been overwhelmed by the feeling that I’ve made it! Once again, thank you for choosing Piecasso to grace the cover of your respected magazine!
Eduardo and Sarah Rovetto and the whole Piecasso familyPiecasso Pizzeria & Lounge
Stowe, VT
It was our pleasure. We love the Piecasso’s concept!
Say “I Do” to Pizza WeddingsI wanted to share our business model with you. We are LouEddie’s Pizza and, besides offering the best pizza in Southern California, we also host pizza weddings. We weren’t sure if it all made sense at first, but it’s working out well. We are located in a cabin that was originally part of a logging camp circa 1923. During the summer months, we host pizza weddings almost every weekend. This means that our pizza is featured on the catering menu that we offer for our hosted parties. It appeals to customers because it’s cost-effective and we create for them a true foodie experience. It’s appealing to us because we can host the parties for up to $100 per person. We also offer service for rehearsal dinners. Weddings are good business—the industry continues to track at 14% growth per year!
Louise YorkLouEddie’s Pizza at Willow Woods Park
Skyforest, CA
This is a terrific idea, Louise, and we definitely want to learn more. We’ll be reaching out to you for a future article on the concept. Thanks for writing!
©2014 Trademarks and registered trademarks are owned by Tyson Foods, Inc. or its subsidiaries.
MORE day parts. MORE price points. MORE quality.
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Tyson® Red Label™ Grilled Strips
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Bacon Pieces
14 PMQ Pizza Magazine The Pizza Industry’s Business Monthly
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©2014 Trademarks and registered trademarks are owned by Tyson Foods, Inc. or its subsidiaries.
MORE day parts. MORE price points. MORE quality.
Contact your Tyson Food Service or Distributor Sales Rep or visit TysonFoodService.com for more info.
BONICI® Meatballs
Tyson® Boneless Wings
BONICI®
Sausage Crumbles
BONICI®
Pepperoni BONICI®
Pepperoni
Tyson® Red Label™ Grilled Strips
BONICI®
Readi Rise® Crusts
Tyson®
Bacon Pieces
September 2014 Book.indb 15 8/12/14 5:17 PM
PIZZA PRESS NEWS & VIEWS
Pizzarageous Makes News With BoozeRay Clapp, owner of Pizzarageous (pizzarageous.com) in Huntington Beach, California, kicked his menu up a notch with a new menu of alcohol-infused pizzas, dubbed the Booz-zaa line. When Clapp read about recipes utilizing alcohol—think pulled pork cooked with Kahlua—he thought, “Why not go all out and use top-shelf alcohol brands in our pizza?”
New signature pizzas include the Bakon Triple Cheese Burger Pizza, with seasoned ground beef, red onion, fresh tomato and Bakon Vodka; and the VegGINrageous Pizza, with “all of the vegetables we can find” and a three-cheese blend added atop Tanqueray gin-spiked red sauce. Other Boozzaa pizzas incorporate Jack Daniels, Absolut Cilantro vodka and tequila-soaked jalapeños. “For grilled pizzas, I first grill the top, then pour on the alcohol and light it, which infuses the alcohol down into the crust,” Clapp explains. “For the baked pizzas, I pour alcohol right into the sauce. Our new Boozzaa line is something we’ve been having a lot of fun with!”
Getting FreshWhile expanding into the San Jose area, Pizza Factory (pizzafactory.com), based in Oakhurst, California, is also spicing up its image, unveiling a new look and rebranding for the first time in its nearly 30-year history. CEO Mary Jane Riva acquired the 110-location chain—known for its “We Toss ’em, They’re Awesome” slogan—in September 2012, and now all franchisees will update merchandising, signage and dinnerware with a new look (while still having the freedom to localize their stores). Pizza Factory is also revamping its marketing materials, including the debut of a new website and advertising campaign. “We’re approaching the brand rollout as an evolution rather than a complete overhaul,” Riva notes. “Our goal is authenticity and freshness in everything we do and everything we make, and our vibrant new image does just that, while remaining true to our roots.”
Scoring With the World CupDon Antonio by Starita (donantoniopizza.com) celebrated two of Italy’s most beloved passions—soccer and pizza—when award-winning pizzaiola Giorgia Caporuscio (daughter of owner Roberto) hosted a World Cup Kick-Off Party at the New York pizzeria on June 11. The party’s signature appe-tizers and specially crafted pizza and cocktails were then offered as specials at Don Antonio’s New York and Atlanta locations throughout June. Named after Italy’s all-time best World Cup players, the menu included Pizza Baggio, topped with homemade mozzarella, pesto, sundried tomatoes and extra-virgin olive oil, plus cocktails such as the Meazza Mintonic, featuring muddled mint and lime, Fernet Branca, soda water and sugar. Sounds like a culinary goooaaaallllll!
Born On the BayouNew Orleans-based Reginelli’s Pizzeria (reginellispizzeria.com), with 10 locations, has partnered with chef Tory McPhail from the Big Easy institution Commander’s Palace to create new menu items with a Creole-Italian flair. Results included Regi-nelli’s Gumbo Pizza, with andouille, Crystal-marinated shrimp and pickled okra; and the Honey Island Swamp Pizza, topped with portabello and shiitake mushrooms, wilted arugula and Fontina cheese.
A customer eagerly samples alcohol-infused pizza from Pizzarageous.
Giorgia Caporuscio shows off the Pizza Baggio she created for the World Cup Kickoff Party.
Pizza Factory's first refresh in nearly 30 years includes updated interiors and signage.
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Reginelli's Pizzeria owners Darryl Reginelli and Bruce Erhardt sample new menu items with Commander's Palace executive chef Tory McPhail.
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Editors at LargeLast June, PMQ senior copy editor Tracy Morin sampled pies all over the Northeast—and noted these savvy business moves along the way:
At the BYOB Ah’ Pizz (ahpizz.com) in Montclair, New Jersey, owners forged a partner-ship with a nearby liquor store that offers a menu of wine, beer and booze—with free delivery by bicycle right to the customer’s table in minutes.
Since 1953, Mack’s Pizza in Wildwood, New Jersey, has been a classic board-walk experience where pies are premade and slices are heated in deck ovens in minutes—perfect for beachgoers who crave a quick slice—while massive pies are custom-made for the extra-hungry.
Forcella (forcellaeatery.com), with three locations in New York, has had no problem getting free press (including from The New York Times) thanks to its most unique menu item—pizza that’s flash-fried, topped and baked. But in case any customer missed the memo on the champion pizzaiolo behind the concept—Giulio Adriani—checks are delivered with a postcard featuring his likeness.
Grotto Pizza (grottopizza.com), another boardwalk classic in Rehoboth Beach, Dela-ware, was featured in PMQ’s Jan/Feb Time Capsule. Founder Dominick Pulieri and director of marketing Vinnie DiNatale hosted a tour of three locations, all within a few blocks, that serve up cheddar-infused cheese pies topped with signature tomato sauce swirls. With prominently displayed gelato cases, balloons for kids, and beach-side bars pouring specialty cocktails such as caipirinhas in honor of the World Cup, this pizzeria has become a must-visit for families through the generations.
(Top to bottom) New York's Forcella has become known for its fried pies, including the Montanara, shown here; Mack's Pizza slices have become a boardwalk tradition in Wildwood, New Jersey; senior copy editor Tracy Morin poses with Dominick Pulieri and a framed copy of the PMQ Time Capsule that featured Grotto Pizza.`
The Culinary Visions Panel, a Chicago-based research and trend fore-casting firm, recently asked 500 consumers how likely they were to or-der Meat Lovers, Four-Cheese, Garden, Dessert, Breakfast and Salad pizzas. Use these findings to target your pizzeria’s demographics:
Seventy-six percent of the consumers surveyed prefer Meat Lov-ers, while 71% favor Four-Cheese. Men are more likely to order meat toppings, while women prefer pizza with various cheese toppings.Men list their favorite pizza types as Meat Lovers, Breakfast, Salad and Four-Cheese, while women are more likely to choose Garden and Dessert.
Mozzarella, pepperoni and mushrooms are the most popular top-pings overall, while top meat choices are pepperoni, Italian sausage and bacon.
Consumers across all age groups selected mozzarella and Parme-san as their favorite cheeses, with cheddar third in all regions except the Northeast, where respondents prefer Asiago.
Those who live in the Midwest, South and Northeast list their first pizza preference as Meat Lovers, while consumers in the West are more likely to order Four-Cheese and Garden pizzas.
In terms of veggies, onions, green peppers and mushrooms are Midwestern favorites; folks in the West prefer mushrooms, olives and onions; and Northeast and Southern consumers favor mushrooms, onions and tomatoes.
Consumers 18 to 34 years old are the most likely age group to order Four-Cheese, Garden, Dessert and Breakfast pizzas.
New Study Reveals Americans’ Pizza Preferences
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September 2014 pmq.com 17
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QUESTION: We have been struggling with soggy pizzas and soft crusts for some time now. No matter what we do, we can’t fix the problem. We bake our pies in deck ovens at 550°F, and we probably use more toppings than we should, but that’s what our customers want. Any suggestions?
ANSWER:This is a tough one. The logical approach would be to use fewer vegetable toppings, but that isn’t an option for you. By reducing your oven temperature to a range between 475°F and 500°F, you can bake the pizzas longer, potentially developing a thicker, drier bottom crust while allowing more time for the excess moisture to evaporate from the top of the pizza. To me, however, the ultimate fix—and the one you probably don’t want to hear—is to replace your existing ovens with air impinge-ment ovens, either in the form of air deck ovens or conveyor air impingement ovens. The high air velocity in the air impinge-ment ovens will act much like a hair dryer, helping to evaporate moisture from the top of the pie during baking and yielding a significantly drier product coming out of the oven.
QUESTION: We use fresh tomato slices on many of our pies, but they contribute a significant amount of moisture to the top of the pizzas. What is the best way to address this problem?
ANSWER:There are a couple of things that can be done to keep the tomato slices from watering out all over your pie. For starters, you could thin-slice the tomato into pieces no thicker than ¼”, but I’d say that 3/16” is even better. With this approach, the moisture will be flashed off the tomato as it is released, making for a drier finished pizza.
You could also place the tomato slices in a container with pieces of absorbent paper or towels between each layer. This helps to draw a good deal of the moisture out of the tomato before it even gets onto the pizza, thus reducing the amount of water that’s released during baking. You should also try to keep the tomato pieces on the very top of the pizza, allowing for maximum exposure to heat and airflow.
Solving the Soggy Pizza Problem
IN LEHMANN’S TERMS TOM “THE DOUGH DOCTOR” LEHMANN
Tom Lehmann is the director of bakery assistance for the American Institute of Baking (AIB). Need more dough advice? Visit the Dough Information Center at PMQ.com/dough.
Managing moisture is key to creating a perfectly baked pizza with vegetable toppings.By Tom Lehmann
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September 2014 Book.indb 18 8/12/14 5:18 PM
Breaded Mamma Ranne®
Meatballs (SYCM)
“Double Dimple” Breaded Garlic Italian Sausage Bites (SYG3)
1-800-331-MEATwww.FONTANINI.com8751 W. 50th Street · McCook, IL 60525
©2014 Capitol Wholesale Meats
Scan this code for more information and/or to request samples.
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September 2014 Book.indb 19 8/12/14 5:18 PM
Chef Bruno is PMQ’s culinary advisor, with more than 40 years of international pizza experience. He is the corporate chef for Marsal & Sons and the culinary coach of the U.S. Pizza Team.
Chef Bruno fires up the charcoal grill to create a special late-summer treat. By Chef Santo Bruno
NEW YORK’S FINEST CHEF BRUNO
Grilled Shrimp and Pepperoni Pizza
You’ll Need:1 c. broccoli florets1 small zucchini, cut into ¼” slices10 oz. pizza dough¾ c. pizza sauce¾ lb. shrimp, peeled and cooked15 pepperoni slices6 oz. mozzarella cheese
Directions:Cook the broccoli and zucchini in boiling water for about 2 minutes. Drain and rinse immediately in cold water and set aside. Lightly grease an 11” pizza pan. Roll the dough and transfer to the pan. Start pressing the dough out with your hands. Build up the edges and prick slightly with a fork. Bake the pizza dough in an oven until half-cooked.
Take out the dough and spread pizza sauce over it. Add the shrimp, broccoli and zuc-chini and spread mozzarella cheese on top. Place the pan in a heated charcoal grill and cover. Cook for 10 minutes or until the cheese melts. Make sure the pizza is heated through. Check periodically to make sure that the crust does not brown. When it looks done, remove from the grill and enjoy!
Grilled pizza is a rare treat. Most people don’t think to cook a pizza on an outdoor grill, but some pizzerias—such as Al Forno (alforno.com) in Providence, Rhode
Island—have become famous for it. Charcoal grilling lends unique flavor to a pizza, but it’s also easy to burn your crust if you set the heat too high. Chef Craig W. Priebe, author of Grilled Pizzas & Piadinas, recommends grilling your pizza on medium-high heat. Craig and I have different techniques, but one thing’s for sure: Once you’ve tried a grilled pizza, especially one with these ingre-dients, you’ll want to try it again!
Mangia!
© 2013 Bellissimo Foods Company
C h e e s e s • M e a t s • t o p p i n g s • p a s t a • s a u C e s • a p p e t i z e r s • o l i v e o i l
To l o c a t e y o u r l o c a l B e l l i s s i m o d i s t r i b u t o r , v i s i t B e l l i s s i m o F o o d s . c o m o r c a l l 8 0 0 - 8 1 3 - 2 9 7 4 .
Quality, Selection, and Value.That’s the beauty of Bellissimo. our line of fully cooked and par-fried poultry
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beauty of Bellissimo - the taste of fresh chicken made easy for every occasion.
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Chef Santo Bruno (right) spends a little time with his brother, Salvatore, at the Marsal & Sons office.
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20 PMQ Pizza Magazine The Pizza Industry’s Business Monthly
September 2014 Book.indb 20 8/12/14 5:18 PM
© 2013 Bellissimo Foods Company
C h e e s e s • M e a t s • t o p p i n g s • p a s t a • s a u C e s • a p p e t i z e r s • o l i v e o i l
To l o c a t e y o u r l o c a l B e l l i s s i m o d i s t r i b u t o r , v i s i t B e l l i s s i m o F o o d s . c o m o r c a l l 8 0 0 - 8 1 3 - 2 9 7 4 .
Quality, Selection, and Value.That’s the beauty of Bellissimo. our line of fully cooked and par-fried poultry
products offers pizzerias and italian restaurants convenient solutions to
traditional favorites. available in a range of restaurant preferred sizes and
styles, our poultry products are quick and easy to finish to perfection and can be
prepared in common areas safely without cross-contamination. From garlic wings
to breaded breasts, our chicken products can be served with pride. enjoy the
beauty of Bellissimo - the taste of fresh chicken made easy for every occasion.
Fresh Quality, Made Easyπ
September 2014 Book.indb 21 8/12/14 5:18 PM
As I explained in last month’s column, pizzeria operators sometimes encounter unexpected problems that can drive away customers. I call them the four Cs: Crisis (a robbery or violent crime committed at your pizzeria, a food-borne illness, etc.); Catastrophe (fire, tornado, flood, etc.); Construction (loss of business due to construction in your area); and Competition (the arrival of another pizzeria near your location).
We considered the first two Cs—Crisis and Catastrophe—in detail last month. Now let’s discuss how to deal with the next two Cs—Construction and Competition.
Many pizzerias have faced a situation in which a construction project in the area hurt their business. Not only does the dust and debris cause problems, but so does the change in traffic pat-terns. Even a short-term project can do lasting damage if your guests can’t easily gain access to your building or parking lot. So how do you keep business booming during these difficult times? It all comes down to smart marketing.
1. Create temporary signage. For example, create a sign that reads, “Pardon Our Dust—Still Open for Business” and place it in a highly visible area. To draw further attention, tie balloons to the sign. Do whatever it takes to get attention.
2. Move beyond your four walls. Get out and meet owners of nearby businesses. Offer to deliver pizzas for lunch or for meetings with clients, even if you don’t normally deliver. If you don’t have a catering component, now may be the time to create one. Building a catering or large to-go business helps increase sales without customers having to fight for parking spaces or deal with construction issues. Set appointments to meet with these local business owners and go after their business!
3. Feed the construction crew. Offer samples and drinks to the workers and turn them into brand ambassadors. Give them
stickers to put on their hard hats or logoed T-shirts to wear on the job. They’ll appreciate the promotional items, and you’ll get your reward when they come back to eat in your restaurant and tell their friends about you.
4. Create special events or promotions. Offer happy hour specials to the construction crew at the end of each working day. After construction is complete, host an “After the Dust Settles” event with food and drink specials to lure back your old customers. Invite the construction crew to the event as well.
And then there’s the age-old problem of dealing with a new business rival. The best strategy is to always provide the best product and service from day one, regardless of your competition. Beyond that, here are some other smart marketing ideas:
1. Don’t bad-mouth the competitor. If anyone asks, your response should be, “We’re lucky to have such a great clientele here at our restaurant” and “There is plenty
How to Prepare for the 4 Cs—Part 2 When construction projects or new competitors threaten your business, don’t panic: Smart marketing will carry you through the hard times.By Linda Duke
MARKETING MAVEN LINDA DUKE
22 PMQ Pizza Magazine The Pizza Industry’s Business Monthly
September 2014 Book.indb 22 8/12/14 5:19 PM
How to Prepare for the 4 Cs—Part 2
of business for everyone.” If you bad-mouth your competitor, your employees will do the same. This causes negative attitudes, and it won’t make you look or sound successful.
2. Be different. Create a promotion or program that highlights the traits that make you different. If you’re famous for your chicken wings or your awesome kids menu, build on that success and make your customers aware of it. Establish a strong marketing plan and toot your own horn about what you do best.
3. Don’t stress out. Most new restaurants will enjoy a honeymoon period. You may even see your own sales decrease for a short time; people like to try new things. But you can lure customers back by providing a better overall customer experience, offering superior food and service and building relationships.
4. Don’t coupon or discount. Some operators panic when a competitor moves into their area. They assume they need to offer discounts to compete. But this is not the time for that—it merely suggests that you don’t really
believe your food is worth the prices you’ve always charged. Just keep offering great service and quality food in a friendly, inviting atmosphere and market aggressively, and your regular customers will come back.
5. Check out your competitor. Find out what makes them different. Understand their pricing and their business philosophy. What you learn from them will help you make your own business better. Introduce yourself to the owner and welcome him or her to the neighborhood. Your competitor is not your enemy. If you think of your rival as another pizzeria that’s bringing more potential customers to your area, it could actually be good for your business!
Linda Duke is the CEO of Duke Marketing and author of Recipes for Restaurateurs (marketing-cookbook.com), a “cookbook” of marketing ideas for restaurant owners, as well as The LSM Diet: Improve Your Bottom Line, Not Your Waistline (lsmdiet.com), a self-help guide to local store marketing. She publishes a quarterly industry resource, Restaurant Marketing Magazine, and an educational program, LSM-U, Local Store Marketing University. Find out more at dukemarketing.com.
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September 2014 pmq.com 23
September 2014 Book.indb 23 8/12/14 5:19 PM
Michael J. Rasmussen is the owner of Rasmussen Tax Group in Conway, Arkansas. Visit rasmussentaxgroup.com for additional insight into restaurant-specific tax strategies and technology programs.
Don’t Throw Away Those Credit Card ReceiptsThe IRS encourages electronic documentation, but a lack of paper receipts can still lead to tax audit headaches.By Michael J. Rasmussen
ACCOUNTING FOR YOUR MONEY MICHAEL J. RASMUSSEN, CPA
Have a question for Mike? Send it to [email protected].
QUESTION: How long must I keep credit card receipts?
ANSWER:I recently discussed this subject with the director of the IRS Self-Employed Division. I had been involved in an IRS field audit with a restaurant operator who had failed to keep all credit card receipts related to net sales reported on his corporate tax return. The problem was, the restaurateur had contributed excess monies to the restaurant’s checking account, so the cash deposits to the bank were greater than the net sales of the res-taurant. Since the restaurateur wasn’t able to fully detail his cash contributions, the IRS auditor proposed to treat all of the bank deposits (credit card deposits plus cash deposits) as income for the restaurant and tax them accordingly!
Saving the credit card receipts would have helped my client clear up this problem. With that in mind, I pointed out to the IRS director that her agency promotes and encourages paper-less documentation that is stored electronically. But restaurant owners are still required to keep paper receipts for the field audi-tors! I proposed the following: I will have my restaurant owner clients keep all daily credit card receipts in paper form for one year to support all other electronic documentation. For year two, I will keep paper receipts for four random months, and I will keep one month’s worth of paper receipts for year three.
This system of paper retention to support credit card receipts will meet the record-keeping requirements set forth by the IRS in Section 274(d). I encourage all of my PMQ readers to ask their tax preparers about this method.
QUESTION: How do I get answers to some of my tax questions without pay-ing accounting fees?
ANSWER:The IRS website, taxmap.ntis.gov/taxmap, allows taxpayers to drill down into any tax-related topic. For example, the home page has a section on the Affordable Care Act, which affects
many taxpayers in one way or another. Whether you are a piz-zeria owner or employee, you need to make sure you understand the law’s requirements and comply with the rules. Fortunately, you don’t have to pay your accountant for basic information about it—you can start with this website.
Another example: I wanted to know if the IRS had a form that supports the documentation of a restaurant employee’s daily record of tips received; I now advise restaurateurs to keep such forms on file to support tip reporting, which is becoming a topic of interest to IRS investigators these days. I simply typed in “employee record tips” and found exactly what I was looking for. The search function works like a Google search and can save you money in accountant fees!
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24 PMQ Pizza Magazine The Pizza Industry’s Business Monthly
September 2014 Book.indb 24 8/12/14 5:19 PM
Tomorrow’s NewestTopping Today!
Learn more about our exciting new pizza toppings: www.todarinifoods.com • 1-855-279-6977
It’s Easy as 1 2 3...
Introducing Todarini Foods New And Unique Pizza Toppings
Italian ChickenTM & Sicilian Chicken TM
Fully Cooked • Bursting With Flavor
Contact Your Local Distributor And Start Increasing Your Sales Today!
2014 Todaro Food Company, LLC. Trademarks are owned by Todaro Food Company, LLC.
SEE OUR RECIPE DEMONSTRATION
AT PIZZATV.COM
September 2014 Book.indb 25 8/12/14 5:19 PM
FEATURE STORY APPETIZERS
26 PMQ Pizza Magazine The Pizza Industry’s Business Monthly
September 2014 Book.indb 26 8/12/14 5:19 PM
If you raised your appetizer sales by only 10% this year, imagine how that would affect your bottom line. Here are six ways to do it!By Liz Barrett
Consumers dine out for a number of reasons—they may be celebrat-ing special occasions, looking to try something new or simply don’t feel like cooking at home. In all of these scenarios, they expect you
and your staff to provide an experience that ensures they come away with a delicious meal. For your guests, appetizers—or starters, as some refer to them—are the beginning of a full and satisfying dining experience. For piz-zeria operators, they are key to increasing check averages and, ultimately, boosting your bottom line. Have you calculated how much revenue is hid-ing in your appetizers? If you could persuade an additional 10% of your customer base to order appetizers, what would that do for your bottom line?
Incorporating a few simple tactics to increase appetizer sales, while simultane-ously monitoring your appetizer food cost, can dramatically increase your sales. “We try to stay at about 25% food cost on appetizers,” says Scot Cosentino, owner of Goodfella’s Pizza (goodfellaspizza.com), in Staten Island, New York. “It’s important to raise the average transaction per person; just selling pizza won’t do.”
After talking to several leading industry operators, we came up with these six strategies for selling more appetizers:
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September 2014 pmq.com 27
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1 Hit ’Em While They’re Hungry As soon as your customers sit down in your pizze-ria, they’re probably already hungry. A great way to sell appetizers is for servers to remind patrons that they can put in an order of breadsticks, wings, etc.
for them right away and have it out in a few minutes while they wait for their pizza. Most of those who are hungry will welcome the suggestion to start eating sooner rather than later.
And the more choices you have on the menu, the better your chances of upselling those customers who are a little picky about their starters. Offering a range of options and prices will sell far more appetizers than the alternative. Someone who would not normally order appetizers may change his mind when he sees breadsticks for $2 or a house-made dip with chips. “Our chips and salsa is our most popular appetizer,” says Bill Jacobs, who owns Chicago’s Piece Brewery & Pub (piecechicago.com). “We make everything fresh and created our apps to complement our pizzas. We don’t do breadsticks, which can be redundant sometimes.”
2 Keep It SimpleWhen you’re trying to keep costs down and profits up, think simple. “We love simple appetizers,” Cosen-tino says. “Garlic bread in our wood-fired oven is
simple and fantastic. We use a roasted garlic spread that has olive oil, butter, chopped garlic and grated cheese. Just pull a small dough ball longways and press down hard with your fingertips throughout the dough. Cover with the spread and cook it hot and fast. Cut it up and cover with a parsley and grated cheese. It’s nothing but profit and made fresh to order!”
Cosentino adds that he tries not to bring in any extra items to avoid wasted inventory. The fried ravioli, bruschetta, and spinach and artichoke dip are all easy-to-make items with great margins, he notes. “Our Mozzarella ’n Carrozza (mozzarella between two slices of bread, breaded and lightly fried, served with marinara) is a bestseller and, again, simple.”
3 Signage and SamplingOne of the easiest ways to get appetizers in front of customers is to use eye-catching visuals. This can be accomplished via direct-mail fliers, photos on social
media, tent cards on tabletops, and sampling in the store. How much would it cost to cut up an order of homemade mozzarella sticks and walk around the dining room with bite-size samples? Do you think you’d sell an order or two afterward?
In addition to customer sampling, your servers also need to sample the appetizers in order to recommend them to guests. “During preshift meetings, invite employees to try the appe-tizers,” says restaurant expert witness and consultant Howard Cannon of Birmingham, Alabama-based Restaurant Opera-tions Institute. “This is an easy way to let servers know the appetizers by sight and taste.”
“If every waitstaff employee can add an appetizer to the bill, it adds up to hundreds of thousands of dollars in sales and can make the difference between the success and failure of a business.”—Scott Cosentino, Goodfella’s Pizza
Sliders and onion rings are both popular start-ers or sides that can be served in a pizzeria setting.
A simple but delicious focaccia is a guaranteed crowd-pleaser.
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September 2014 Book.indb 29 8/12/14 5:19 PM
4 Be Suggestive, Not AggressiveWhile you never want to aggressively push food on customers, a certain amount of suggestion from the server is expected, since servers should know the
menu better than customers. You can start out by greeting the customer with a genuine recommendation, such as, “Can I get you started with some of our homemade garlic knots? I just tried them earlier, and they’re delicious!”
“We are in the business of selling,” Cosentino says. “If your staff doesn’t know that, then you’d better retrain them. If every waitstaff employee can add an appetizer to the bill, it adds up to hundreds of thousands of dollars in sales and can make the diff erence between the success and failure of a business.”
5 Incentivize Your StaffWhile many operators avoid running sales contests—after all, sales is part of your employees’ job descrip-tions—others have found success in off ering perks to
those who make an eff ort to sell more appetizers. Travis Davis, a manager at Pizza Junction (pizzajunctionhillsboro.com) in Hillsboro, Missouri, says that the pizzeria has started holding selling competitions for the servers. “We give the winners a small gift certifi cate for our store as a reward,” Davis says. “So far, it’s been very successful.”
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Following the TrendsSometimes breadsticks and chicken wings just aren’t good enough. If your customers keep up with food trends, you need to do the same. Here are some examples of starters and styles that are popping up on menus throughout the restaurant industry:
• Street food• Sliders • Charcuterie plates• Cheese plates• Flatbreads • Bruschetta and crostini• Vegetarian options• Trio of dips and spreads• Combo platters
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Cannon, on the other hand, suggests a different approach: Think of upselling appetizers as a way of enhancing your guests’ overall experience at your restaurant. “Instead of mak-ing it a contest or upsell, think of it as giving the customer the opportunity to taste the appetizer,” he says. “By suggesting an appetizer, you’re giving the customer a better experience and the chance to taste a great product they may not have known about otherwise.”
6 Create a Snack MenuSnacking in restaurants, complete with happy hour and late-night menus, has become more popular over the past few years. If your pizzeria has a bar—or even
if it doesn’t—you can easily create a separate menu for those coming in for a light snack. Utilize this special menu during your regular hours, or open an hour earlier or close an hour later. The idea is to have a menu dedicated to your appetiz-ers, showcasing each one, maybe even pairing them with stel-lar craft brews, craft sodas or signature cocktails. The profit potential is endless.
Start big or start small, but start somewhere. Your appetizers may be the most underutilized part of your menu now, but they don’t have to be. Set a goal for increasing appetizer sales and watch your revenue grow!
Liz Barrett is PMQ’s editor-at-large.
12 More Tips for Better Appetizer SalesSix tips aren't enough for you? How about a dozen more?
1. Send free appetizer coupons to your best customers to get them hooked.
2. Make appetizers new, trendy and enticing, but keep them simple—think flat-
breads, bruschetta, etc.
3. Call them “small plates” or “sharing plates” and the appeal—and price—
naturally rises.
4. Highlight an “appetizer of the week” on social media to get stomachs grumbling.
5. Promote appetizers during your on-hold message, on your website and on your
social media platforms.
6. Use social media to build up slow days by offering customers a free appetizer with purchase.
7. Try to strike a balance between what’s expected and unexpected (i.e., bread-
sticks and chips and salsa).
8. Feature high-quality photos of your most delicious-looking appetizers in your
menus and post them on Facebook, Pin-terest and Instagram.
9. Offer combo platters that several diners can share.
10. Reward loyal or favored takeout/deliv-ery customers with a sample appetizer that they’ll remember the next time they place an order.
11. Use tent cards on tables and counters to remind customers about your appetizers.
12. Each month, offer a different appetizer on special to highlight your offerings.
“Servers should recommend an appetizer that features a few different options on one plate to be shared. From there, the customer can order the most mouth-pleasing sample.” —Tony Saldutto, TETI Bakery
Your server should remind patrons that he can bring out an order for chips and salsa in just a few minutes while they wait for their pizza.
[email protected] 877.968.6430 www. PDQPOS.com
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32 PMQ Pizza Magazine The Pizza Industry’s Business Monthly
September 2014 Book.indb 32 8/12/14 5:19 PM
[email protected] 877.968.6430 www. PDQPOS.com
Easily calculate exact driver reimbursements based on accurate mileage. Print turn by turn directions via receipt printer.
Automatically generate direct Automatically generate direct driver routes. Lower insurance costs by using time on the road reports.
ENHANCED MAPPINGDirectly integrated online ordering delivers a boost to restaurant sales and provides customers with the convenient ordering experience they have come to expect.
Couple online ordering with Couple online ordering with PDQ Enterprise to see real time results in the growth of your business.
ONLINE ORDERINGPDQ Enterprise oers a robust toolset to manage franchise growth.
A powerful sales dashboard is A powerful sales dashboard is at your fingertips with inventory, labor, sales transaction types and trends for single or multiple location franchises.
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September 2014 Book.indb 33 8/12/14 5:19 PM
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FEATURE ARTICLE DOUGH VERSATILITY
KARA HOFFMAN
36 PMQ Pizza Magazine The Pizza Industry’s Business Monthly
September 2014 Book.indb 36 8/12/14 5:20 PM
The unknown person who first hit upon the secret of mixing flour and water to create dough did a big favor for the human race. Dough is one of the most
versatile foodstuffs in the world, the basis of everything from flatbreads and dumplings to biscuits, cookies, pastries, pasta and, of course, pizza. Regrettably, most pizzeria operators don’t take full advantage of their dough. In fact, you can use your dough to create a multitude of signature appetizers, from cheese pockets to focaccia, all with a minimum of additional labor on your part. Best of all, you won’t need to change your basic dough formulation.
In this article, we’ll take you through the steps of creating a number of crowd-pleasing appetizers. Meanwhile, if you’re looking for additional recipe ideas for desserts, we will cover that as well in a bonus article in this month’s digital edition at pmq.com/digital. As for specific ingredients, I’ll let you choose your own meat and vegetable toppings for most of these dishes.
Follow my general instructions to get started, but feel free to put your own personal artisan twist on these dough-based items. Get creative, and have fun with them!
Note: Times and temperatures l i s ted below refer to suggested settings for impingement ovens.
GoDoughYou can expand your menu with these six high-profit, easy-to-make, crowd-pleasing signature appetizers using your everyday dough formulation. By Jeff Zeak
With the
PMQ’s Brian Hernandez demonstrates an appetizer
recipe in the PMQ Test Kitchen.
September 2014 pmq.com 37
GoWithTheDough_SeptemberREVISEDFINALDigital.indd 37 8/22/14 10:47 AM
Pepperoni and Cheese Rolls• Sheet/roll 10 oz. dough ball to desired thickness (about 1/8”).• Arrange desired ingredients over dough sheet, leaving a ½”
strip of bare dough exposed at one side of the dough circle. Lightly moisten the exposed dough strip with water.
• Roll up cinnamon roll-style, pinch end seam well and turn seam to bottom.
• Even and size dough string to 12” in length.• Using a French knife or bench scraper, cut string into three
even pieces (about 4” long).• Place cut dough pieces seam-side down in a greased deep-dish
pizza pan. Brush with liquid milk.• Cover pan and allow to rest/proof for 20 to 30 minutes.• Bake in an impingement oven for 5 minutes at 465°F.
Breadsticks• Grease a 10” deep-dish pizza pan with nonhydro-
genated shortening.• Press a 10 oz. dough ball into the greased pan,
cover and proof in a warm place for 2 to 3 hours.• After proofing, brush with olive oil.• Dress with herbs, spices and cheese, if desired.• Bake in an impingement oven for 4½ minutes
at 465°F.• After baking, cut into desired strip sizes. Serve
with dipping sauce if desired.
Focaccia• Grease a 10” deep-dish pizza pan with nonhydro-
genated shortening.• Press a 10-oz. dough ball into the greased pan,
cover and proof in a warm place for 2 to 3 hours.• After proofing, brush the dough with olive oil
and dress as desired (possible ingredients include ground rosemary, very thinly sliced Roma toma-toes, onions, etc.).
• Dimple the dough with your fingertips.• Sprinkle with coarse salt.• Bake for 4½ minutes at 465°F. • After baking, cut into wedge-shape pieces to serve
as dipping bread. Serve with seasoned dipping oils if desired. (Or cut wedge-shape pieces hori-zontally to make sandwiches.)
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Tomato Pie• Grease a 10” deep-dish pizza pan with nonhydro-
genated shortening.• Press a 10-oz. dough ball into the greased pan,
cover and proof in a warm place for 2 to 3 hours.• After proofing, dress with well-drained tomato
filets and fresh basil.• Bake for 7 minutes at 465°F.• After baking, top the pie lightly with shredded
Parmigiano cheese. Return to oven and reheat until cheese is barely melted.
Cheese Pockets• Sheet/roll 10 oz. dough ball to desired diameter (about 13”).• Cut dough circle into six wedge-shaped pieces. Lightly moisten
all edges with water.• Place 1 oz. of desired cheese (cubed or shredded cheese com-
pressed together) in the center of each dough wedge.• Pull rounded heel edge of dough over centered cheese ball.• Pull one of the side edges over the top and tuck one of the side
edges to the bottom and pinch tightly.• Pull point edge of dough over cheese ball and tuck underneath
dough ball.• Place pieces seam-side down in greased deep-dish pizza pan.
Brush with liquid milk.• Cut vent hole in top or side.• Bake in an impingement oven for 5 minutes at 465°.
Fougasse• Grease a 10” deep-dish pizza pan with nonhydro-
genated shortening.• Press a 10-oz. dough ball into the greased pan,
cover and proof in a warm place for 2 to 3 hours.• After proofing, invert proofed dough circle onto
a greased 12” pan.• Elongate dough circle into a rectangle by pulling
at the ends.• Using a pair of scissors, cut as desired.• Dress with your favorite toppings (such as ba-
con, onions, black olives, etc.) and bake for 5 to 6 minutes at 465°F.
• Serve with seasoned dipping oils if desired.
Jeff Zeak is a bakery sales specialist with Robert Reiser & Company.
September 2014 pmq.com 39
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RECIPE OF THE MONTH CHICKEN BACON RANCH PIZZA
Instructions:Preheat oven to 550°F. Prepare toppings and set aside. Sauté bacon until browned and remove from pan before it turns crisp. Drain bacon on paper towels, then cut into 1” slices. Shred chicken meat. (For Buffalo style, toss chicken with your favorite Buffalo sauce.)
Toss, stretch, roll or press pizza dough into desired size. Spread with olive oil and crushed/pressed garlic, then add moz-zarella. Top with shredded chicken and bacon. Bake in oven until mozzarella begins to bubble and bubbles show a hint of brown. Remove from oven and drizzle with Ranch dressing. (For a Buffalo-style Chicken Bacon Ranch pizza, serve with more Buffalo sauce for drizzling or dipping.)
Recipe Month:
of the
Ingredients:20 oz.-24 oz. pizza dough ball2 garlic cloves, crushed or pressed1 tbsp. olive oil10 oz. mozzarella cheese, shredded2 oz. applewood smoked bacon4 oz. shredded chicken—rotisserie, tenders or wings2 oz. ranch dressing2 oz. Buffalo sauce for drizzling or dipping (optional)
Sponsored by
Chicken Bacon Ranch Pizza The Chicken Connection
Whether it’s served in a warm soup with noodles or fried Kentucky-style to finger-lickin’ perfection, chicken is a go-to meat for countless dishes, including a wide variety of pizzas. Nearly every part of this barnyard bird is edible—let’s hear it for pickled gizzards!—and its mild flavor profile easily adapts to nearly every cuisine. Check out these examples of chicken pizzas from around the country:
Famous for their wings, the folks at La Nova Pizzeria (lanova-pizzeria.com) in Buffalo, New York, have been working wonders with chicken for more than half a century. Their Chicken Finger Pizza comes with a spicy crust and a blue cheese base, topped with La Nova chicken fingers, Fontinella cheese and mozzarella.
Seattle-based Soprano’s Pizza & Pasta (sopranos-pizza.com) serves “pizza you can’t refuse,” including the Marshall’s Polo, a red-sauce pie made with chicken, Gorgonzola cheese, fresh basil, capers and mozzarella.
With stores in Texas, Oklahoma, Arkansas, Tennessee, Florida and Hawaii, Russo’s New York Pizzeria (nypizzeria.com) offers the Chicken Rustica, featuring grilled chicken, organic spinach, feta cheese, Roma tomatoes, fresh basil, mozzarella cheese and garlic with an extra-virgin olive oil sauce.
The Founder’s Pie at Boca Raton, Florida-based Pizza Fusion (pizzafusion.com) comes topped with free-range chicken, Kalamata olives, roasted red onions and a blend of four cheeses: Parmesan, mozzarella, provolone and Gorgonzola.
Recipe and photo provided by DeIorio’s
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FEATURE STORY DEEP FRYERS
Deep fryers enable you to offer some of the most popular sides in a pizzeria, including chicken wings and tenders, to complement your pies.
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Despite the trend of healthier menus, deep-fried foods never went away—they just got crazier. Today, in state fairs, boardwalk eateries and res-
taurants around the country, creative chefs are frying just about everything, from Twinkies to meatloaf to sticks of butter, and Americans are gobbling them up.
From a pizzeria standpoint, adding a deep fryer just makes sound business sense. “Deep fryers open up new possibilities, and they cook foods very quickly,” says Christopher Wells, a restaurant coach and founder of Restaurant Building Blocks in Montreal. “They make it easy to diversify your menu and add high-profit items, without a lot of expense or labor—and without slowing down your execution.”
First, however, operators need to make sure they buy the right fryer for their restaurants. For starters, consider your building and required infrastructure, advises Mark Ladisky, senior operations associate at Synergy Restaurant Consultants in Laguna Niguel, California. “Do you have gas or electric power? What ventilation would you need? Those are the first two considerations, as well as making sure you have reviewed all of the needed safety requirements, such as a fire suppres-sion system,” he says. “The factors that would have the biggest impact are maintenance and recovery time. In a pizzeria, both should be considered.”
David Kincheloe, president of Denver-based National Res-taurant Consultants, notes that operators should also think about kitchen size and the menu items they’ll cook. Addition-ally, consider the width of the machine, since space under a hood is expensive, as well as how much energy the model uses, notes Chad Vendette, director of marketing for Broaster Com-pany in Beloit, Wisconsin. “The reputation and support level that the manufacturer offers is also important,” Vendette says. “It’s better to buy a quality product up front. Talk to operators who have the system you’re looking to buy and ask how long the company has been in business.”
Tank capacity—or the amount of oil the fryer will hold—is another key factor, according to Andre Neyrey, president and CEO of Manhattan Restaurant Consultants in New York. Forty-pound capacity is standard, he says. “Then decide if you want a gas or electric fryer,” he adds. “In my opinion, gas is more reliable than electric. The fryer should go up to 400° and shouldn’t take more than 15 minutes to heat up to about 375°.”
Wells agrees that many operators (especially in high-volume locations) prefer gas fryers, since electric models take longer to heat and have more difficulty maintaining temperature. He advises looking at online reviews and estimating your usage before buying. But, most importantly, don’t get complacent after you purchase the equipment. “People fail to maintain
By Tracy Morin
Add a deep fryer to your kitchen and let it light up your menu with classic crowd-pleasers and creative combinations.
September 2014 pmq.com 43
September 2014 Book.indb 43 8/12/14 5:23 PM
equipment properly,” Wells says. “Read and keep the manu-al, which offers troubleshooting help in case something goes wrong and outlines preventative maintenance—cleaning the burner, boiling out, changing filters, etc. Proper maintenance can prolong the life of your fryer for years.”
Going DeepNow that you’ve got the deep fryer installed and ready to go, what will you make with it? Deep-fried sides and appetizers—such as French fries, onion rings, mozzarella sticks, battered mushrooms, fried ravioli and chicken wings—are perennially popular with customers. Wells believes these are no-brainers for pizzerias because, like pizza, they’re sharable. “For standard fried foods, there are fantastic frozen products out there,” he says. “You can order a little at a time, so there’s not much money needed up front, and they can be portioned out in ad-vance to save time. But you can also create items from scratch, like making your own nachos—just cut up corn tortillas and fry them for an inexpensive appetizer.”
Wells offers several other from-scratch suggestions: q Fried dough: Add a savory appetizer option by brushing
deep-fried dough with oil and herbs, or offer it dessert-style, sprinkled with sugar and cinnamon.
q Poutin: This Canadian staple (French fries topped with cheese curds and gravy) allows for countless variations, such as adding bacon, fried onions or pulled pork on top.
q Short ribs: Try eight- or 12-piece servings for an easy-to-make, sharable appetizer that cooks within minutes. Serve with housemade sauces for added value.
“The key is to ask, ‘What can we make while the pizzas are cooking?’” Wells says. “A fryer opens up that time—so experiment with things like fish and chips, fried candy bars or
Fried BananasCourtesy of Manhattan Restaurant Brokers & Consultants
4-5 bananasFlour (for dredging bananas)Vegetable oil (for deep-frying)1 egg8 oz. ice-cold water½ c. flour, sifted with ½ tsp. baking sodaHoney
Heat the oil in the deep fryer to 375°F. Mix up the batter ingredients with a whip until somewhat frothy. Cut the bananas into 1” chunks. Roll them around in the flour until lightly coated. Dip a few banana pieces into the batter and fry until golden. Drain on paper towels. Fry in small batches until they’re all used. Heat honey in saucepan or microwave until liquid and hot; pour over the bananas. Serve with a scoop of vanilla ice cream.
“People love fried chicken, fish and chips, and shrimp tempura, but you can also do sweets like doughnuts and funnel cakes. The possibilities of what you can fry are endless. I like using the fryer to make garnishes, like fried shallots or crispy puffed grains like barley for composed dishes. People love the crunch.”
—Andre Neyrey, Manhattan Restaurant Consultants
The PYT Deep-Fried Ellio’s Burger features a “bun” made of two deep-fried Ellio’s frozen pizza slices stuffed with an Italian meatball burger patty, mozzarella, provolone and marinara.
44 PMQ Pizza Magazine The Pizza Industry’s Business Monthly
Partner with a local charity to help a great cause!
Make a National Pizza Month specialty pizza for your menu
Give customerstemporary pizza tattoos
Offer month-long discounts and social media contests
Treat yourself with a FREE SUBSCRIPTION to PMQ Pizza Magazine!
TOP 5 WAYSTO CELEBRATENATIONAL PIZZA MONTH!
Go to www.PMQ.com/subscribe TODAY!Download FREE National Pizza Month artwork for your advertising campaign at
www.pmq.com/freedownload
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September 2014 Book.indb 44 8/12/14 5:23 PM
Partner with a local charity to help a great cause!
Make a National Pizza Month specialty pizza for your menu
Give customerstemporary pizza tattoos
Offer month-long discounts and social media contests
Treat yourself with a FREE SUBSCRIPTION to PMQ Pizza Magazine!
TOP 5 WAYSTO CELEBRATENATIONAL PIZZA MONTH!
Go to www.PMQ.com/subscribe TODAY!Download FREE National Pizza Month artwork for your advertising campaign at
www.pmq.com/freedownload
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arancini (fried risotto balls).” Vendette has witnessed deep-fried whole turkeys, deep-fried lobster and tempura vegetables at restaurants across the country. Kincheloe, meanwhile, suggests deep-frying donut holes and pickles, and Nadisky says many customers get excited about fried vegetables (think crunchy green beans and battered asparagus) because they’re perceived as both healthier and an indulgence.
Ultimately, Neyrey says, deep fryers offer maximum versa-tility. “People love fried chicken, fish and chips, and shrimp tempura, but you can also do sweets like doughnuts and funnel cakes—the possibilities of what you can fry are endless,” he says. “I like using the fryer to make garnishes, like fried shallots or crispy puffed grains like barley for composed dishes. People love the crunch.” He also suggests frying cheesecake, peanut butter and jelly sandwiches, and ice cream.
Bob Haberer, owner/operator of Homeslice Pizza and Subs (homeslicepizzaandsubs.com) in Greensboro, North Carolina, has found that a mix of ever-rotating fried items both engages his customers and allows him to test their tastes. He sells a slew of traditional favorites such as Buffalo wings, jumbo chicken fingers, house-cut chips and fried ravioli, while past experi-ments with pizza logs, pretzel bites and jalapeño poppers have been less successful. However, his bestsellers are Pizza Balls, deep-fried dough balls stuffed with mozzarella and pepperoni. “We’ve put in other ingredients as well, like spinach, steak and chicken. They’re tennis ball-size, and we offer them for $1 on
Thursdays for dine-in,” Haberer says. “We add and subtract menu items, so it’s trial and error, but choice equals value to customers.” Finally, to keep fried foods tasting great from the kitchen to a customer’s home, he spends a little extra for foil liner and vented boxes to maintain crispness.
Frying Outside the BoxEveryone loves traditional favorites, but some chefs are getting crazily creative with their deep fryers. At PYT, a burger spot in Philadelphia, executive chef Kim Nalcoln has fried up every-thing from PB&J sandwiches to Twinkies for use as hamburger buns. Recently, her Deep-Fried Ellio’s Burger featured a “bun” made of two Ellio’s frozen pizza slices (dredged in flour, egg and homemade Italian breadcrumbs, then deep-fried) filled with an Italian meatball burger patty, mozzarella, provolone and marinara. Deep-fried wontons filled with frozen Pabst Blue Ribbon beer topped The Fried Chicken & Beer Burger. Nalcoln has also experimented with taco shells made solely of fried bacon and deep-fried French toast for brunch. “We like trying novelty items as something to indulge in—it’s a science lab in our kitchen!” laughs Nalcoln. “We have ‘regular’ burgers, but our deep fryers allow us to escape from the seriousness. It’s fun to take things over the top.”
Meanwhile, Forcella (forcellaeatery.com) has grown to three locations in New York based on the success of its fried piz-zas, brought to the States by owner Giulio Adriani, who was inspired by regional montanara pies from Italy. He flash-fries pizza dough, tops it and bakes it in a wood-fired oven just long enough for the crust to color and the cheese to melt (the bak-ing also helps evaporate some of the oil). “When we started, The New York Times did a big article on the fried pizzas, and they became very popular,” Adriani recalls. “Now they’re my best-selling items. We also do a fried calzone, which we can stuff with anything and put right into the deep fryer, with no oven needed.”
But Adriani isn’t resting on his fried-pie laurels; he also uses his deep fryer for arancini stuffed with tomato, basil and mozza-rella; eggplant Parmigiana; calamari; and Graffe, a new donut-like creation made with a potato-and-flour dough stuffed with cream custard or marmalade and dusted with sugar. “In general, using simple ingredients makes a lot of profit for a pizzeria,” says Adriani, who shoots for 18% food cost for his dishes. “And, of course, a deep fryer is very helpful for making those profits!”
The Safety FactorHot temperatures plus slippery liquids can lead to nasty acci-dents if employees don’t practice safe habits, so proper training is a must when dealing with deep fryers. “Make sure there’s a place to unload the cooked foods; it has to be close so an employee isn’t dripping oil on the floor,” Wells advises. “You
Deep fryers allow your menu to expand into classic sides and appetizers, like chicken nuggets, as well as creative concoctions, such as fried vegetables and desserts.
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may want to invest in a rack on the side of the fryer on which to put finished food. Also make sure employees working the fryer aren’t using their cell phones—these can fall in and cre-ate a huge mess! Treat the area near the fryer as a major safety zone; employees need to be very cautious, even during a rush.”
PYT engages in thorough training on how to use equip-ment, including when and how to drop finished items from the fryer, while posted signs remind employees how often to change the oil. For his part, Haberer notes that he hasn’t had a single worker’s comp issue in two years, thanks to train-ing employees to be clean and safe when working with fryers (i.e., not swinging baskets outside the frying area). Ladisky also advises that employees wear heat-resistant gloves and eye protection when working with hot oil or cleaning chemicals and use timers when cooking items in the fryer for optimal product consistency.
“It’s also really important to make sure the fryer is in a sturdy location,” Neyrey adds. “I prefer to have wheels on my deep fryer, because the peg legs that come on deep fryers can bend and eventually break off completely, which can be incredibly dangerous. Also, make sure the oil is filled up to the fill line; if there’s too much oil in the fryer, it can overflow when you add food.”
Finally, filtering and changing the oil will be a frequent requirement. Like changing a car’s oil, this is based on the usage and model of fryer, Wells says. Generally, you should change
the oil when it’s difficult to see the bottom of the fryer due to discoloration. Some pizzerias will need to change oil every week or two but should filter every day or couple of days; others will need to change oil every day. “Simply put, change the oil as soon as flavor or operations are impacted in a negative way,” Ladisky recommends. “How hot you run the fryer, how much product it handles and what products you cook all impact the fryer’s lifespan, so if it looks bad, smells bad or tastes bad, that would be a clear sign that it is time for an oil change. Turning off fryers or turning them down during off-peak periods can not only save on equipment wear and utility usage but will also extend the life of the oil.”
Tracy Morin is PMQ’s senior copy editor.
Checking the OilUsing the right oils in your recipes can make the difference between a finger-lickin’ phenomenon and a deep-fried dud. We asked our experts for their insights on this key issue:
Canola and Peanut Oils—Canola oil gets the nod from Chad Vendette, director of marketing for Broaster Company in Beloit, Wisconsin. It has no trans fat, has a general lower fat content and doesn’t transfer flavors as easily. Andre Neyrey, president and CEO of Manhattan Restaurant Consultants in New York, also prefers canola for its neutral flavor and high smoke point. Some businesses add a percentage of peanut oil for flavor, but this can be tricky among today’s allergen-sensitive population.
Sunflower and Soybean Oils—In addi-tion to canola oil, Forcella, a three-store pizzeria chain in New York, uses sunflower oil for its healthier proper-ties. Kim Nalcoln, executive chef at PYT in Philadelphia, uses soybean oil for its high-consistency burn, but she notes that canola or peanut oil are ideal for jazzing up blander foods.
Mixes—Bob Haberer, owner of Home-slice Pizza and Subs in Greensboro, North Carolina, creates a mix of half rice bran oil and half standard frying oil. He likes the rice bran because it’s healthier and doesn’t burn.
Grapeseed Oil—Pressed from the seeds of grapes, grapeseed oil allows for superhigh temperatures, but it’s also very expensive and there-fore generally unsuitable for deep-frying in a restaurant setting.
“For standard fried foods, there are some fantastic frozen products out there. You can order a little at a time, so there’s not much money needed up front, and they can be portioned out in advance to save time. But you can also create items from scratch, like making your own nachos. Just cut up corn tortillas and fry them for an inexpensive appetizer.”
—Christopher Wells, Restaurant Building Blocks
September 2014 pmq.com 47
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FEATURE STORY NATIONAL PIZZA MONTH
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There is no National Vacuum Cleaner Day. Nobody ever thought to designate a special week to celebrate sweatpants or toilet paper or patio furniture. Aren’t you lucky to be in the pizza business? An entire month
has been set aside to celebrate and promote your product. That’s 31 straight days of marketing opportunities focused on driving traffic to your pizzeria. It all happens in October with National Pizza Month, and if you start planning now, you can be ready to promote your business—and ramp up your sales—all month long. Here are some ideas and examples from pizzerias around the country:
NATIONAL PIZZA MONTH!
OCTOBER IS
8Ways to
OctoberRock
Make every day a busy day during National Pizza Month with these traffic-building promotional ideas. By Rick Hynum
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1 Create new signature pizzas and food specials. Tesori (tesorichicago.com), an upscale pizzeria in
Chicago, marked the occasion last year with a new specialty pizza every day throughout October. The restaurant released menu details in advance so customers knew what to look for each day. Specialty pizzas, which sold for $15, included Kale and Butternut Squash; Sweet Potato, Speck and Burrata; Pick-led Squash and Soppressata; and Veal, Tonnato and Capers.
If that’s too ambitious for you, simply create and publicize one or two new specialty pizzas—preferably featuring at least some locally grown ingredients—for October and offer them at an attractive price. The Toledo, Ohio-based chain Marco’s Pizza (marcos.com), with stores in 34 states, rolled out its new signature pie, the Grilled Chicken Florentine LTO, and made spinach an official menu item for pizzas, salads and subs after the limited-time offer ended. Although this promo actu-ally ran from March through June 2013, it could be easily tweaked for National Pizza Month. In conjunction with the launch of the new pizza—made with grilled chicken, fresh spinach, a Parmesan garlic sauce, four cheeses, red onions and tomatoes—Marco’s celebrated National Spinach Day and gave away free medium Grilled Chicken Florentine pizzas to cus-tomers who brought in cans of spinach, which were donated to local food banks. The Spinach Day campaign drew media attention from TV stations, newspapers and trade magazines around the country.
Village Pizzeria (villagepizzeriacoronado.com) in Coronado, California, will roll out its own specialty pie for National Pizza Month in 2014: a fall-themed Squash Pizza that features blue cheese, roasted shallots and arugula. Village Pizzeria is known for shipping in more than 3,000 gallons of water from New York City every year for its New York-style dough recipe.
2 Support a worthy cause. You can’t go wrong by showing your support for a national, regional or local nonprofit. Last year, La Tagliatella (latagliatella.us) in Charlotte, North Caro-
lina, hosted $1 pizza dinners on the first three Mondays of October as well as from October 28 through November 1. All proceeds went to No Kid Hungry, a nonprofit dedicated to ending childhood hunger. The promotion featured vari-ous specialty pizzas, including the Tagliatella (fried eggplant, Parmigiano-Reggiano, honey and balsamic glaze) and the Bis-marck (mozzarella, ham and a fresh cracked egg in the middle). To encourage repeat business, La Taglietella also offered the Pizza Passport, allowing guests who purchased the $1 pizza dinners to get a free pie after buying four regular-price pizzas anytime in November or December.
October is also Breast Cancer Awareness Month, so San Francisco chain Red Boy Pizza (redboypizza.com) developed a new gourmet Margherita pizza in 2013 and donated a per-centage of its sales to the American Cancer Society. Smaller independent operators can partner with a local charity, such as the Boys & Girls Club, a food bank or a conservation group.
Toledo, Ohio-based Marco's Pizza gave away free Grilled Chicken Florentine pizzas to customers who brought in cans of spinach to be donated to local food banks. The promo drew nationwide media attention.
To draw a crowd for National Pizza Month, many pizzerias choose October to roll out new specialty pizzas.
MARCO'S PIZZA
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3 Engage customers with social media contests. National Pizza Month is your chance to build lasting relationships with your customers. Show them a good
time through social media contests and events that encour-age their participation. Based in Palo Alto, California, Patxi’s Pizza (patxispizza.com) last year created the Pizza PhotoBomb Challenge, a photo contest in which customers submitted pic-tures of their far-flung outdoor adventures with a Patxi’s pie. Customers posted the entry photos on Patxi’s Facebook wall or tweeted them using the hashtag #PatxisPhotoBomb. A panel of judges picked the winning entry while taking into account the number of “likes” each one received from fans. (The win-ner received a free Kindle Fire HD, and second place earned an iPod Nano.)
If that sounds too complicated, try a simple Fan of the Week contest. Encourage customers to submit photos of themselves
enjoying your pizza anywhere, anytime, and let fans vote on their favorite. Or hold a daily Name Game contest; announce a different name every day on Facebook and Twitter throughout October, and customers with that name can come in to receive a free pizza, appetizer or slice (with proper ID, of course). It’s a great way to build your social media fan base, and the winners will often bring their friends along when they redeem the offer.
4 Reach out to local celebrities. Back in 2009, Uno Chicago Grill (unos.com) in Bos-ton celebrated National Pizza Month by concocting specialty pizzas for some of the city’s most prominent
individuals. Uno’s chefs created unique pizzas based on each citizen’s personality (or “pizzanality”) and delivered the pies to them in pedicabs that crisscrossed the city. Among the 25 Bos-tonians honored were Governor Deval Patrick, New England Patriots quarterback Tom Brady, radio host Matt Siegel and meteorologist Harvey Leonard.
5 Honor your hometown heroes. You know who the true heroes are—firefighters, police officers, military veterans, paramedics and community volunteers who strive to improve the lives of their fel-
low citizens. Last October in Las Vegas, Dom DeMarco’s Piz-zeria & Bar (domdemarcos.com) hosted the “Pizza Challenge,” pitting the Firefighters of Southern Nevada Burn Foundation against the Las Vegas Metro Police Foundation in a pizza making contest. Each group created a signature pie that was featured on Dom DeMarco’s menu throughout October. A portion of every sale of these two specialty pies was donated to the organizations,
Dom DeMarco's Pizzeria & Bar in Las Vegas celebrated National Pizza Month last year with a promotion that pitted local firefighters against law enforcement officers in a pizza making competition, all for the benefit of related nonprofits.
Village Pizzeria in Coronado, California, will celebrate National Pizza Month this year with a new specialty pie made with squash, blue cheese, roasted shallots and arugula.
VILLAGE PIZZERIA
DOM DEMARCO'S PIZZERIA & BAR
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and the organization with the highest sales at the end of the month earned an additional 10% donation.
Another possibility: Simply offer a substantial discount to local heroes throughout the month and advertise it via social media, your website, direct mail and other materials. San Ramon, California-based Straw Hat Pizza (strawhatpizza.com), for example, dedicated May 2011 to such a promotion, offering a 25% discount to members of the armed forces, law enforce-ment and fire departments and to EMTs and paramedics.
6 Throw a pizza party for the entire town. That’s what Pizza Pizza (pizzapizza.ca), a Canadian chain, did last year at three locations in Hamilton,
Ontario. Held from 11 a.m. to 3 p.m. on Saturday, October 12, the celebration featured games, clowns and face painting for kids, plus cheese and pepperoni slices, onion rings and French fries for 99 cents and $10 gift cards awarded to the first 25 customers. Put your own spin on the idea by inviting local celebrities—think TV news anchors, deejays, athletes and gov-ernment officials—to participate in dunking booths. To further show your commitment to the community, turn the entire promotion into a fundraiser for a local nonprofit or school.
7 Team up with a local zoo or animal shelter. This one wasn’t a National Pizza Month promotion, but it was a doozy: In 2011, Buddy’s Rendezvous
Pizza (buddyspizza.com) made a special delivery to the Detroit Zoo: various pies topped with bugs, worms, fish and other
weird delicacies. The order was perfect for the customers, such as anteaters, penguins, snow monkeys and wolverines. The pies were prepared in collaboration with the zoo’s staff, all with the goal of raising awareness about the zoo. Buddy’s also donated $150,000 to sponsor field trips for local schoolchildren over the next five years; meanwhile, zoo visitors received Buddy’s pizza coupons with their purchase of tickets. Even if you don’t have a zoo in your area, this idea can be tweaked to help raise funds for your local animal shelter, an always popular cause, throughout October.
8 Let your customers be the judge. Kitchen Zinc (kitchenzinc.com), an artisan pizza restaurant in New Haven, Connecticut, celebrated National Pizza Month last year with its “Pie Fights”
promotion. Using a boxing theme and graphics, Kitchen Zinc set up weekly contests between its various specialty pizzas and asked Facebook fans to vote on their favorites. New posts went up on Tuesday, the votes were tallied on Saturday and the win-ner was declared on the following Monday—customers received a 50% discount on the winning pie that night only.
Rick Hynum is PMQ’s editor-in-chief
Are you planning your own promotion? Download free National Pizza Month promotional artwork at pmq.com/freedownload
Getting the Word OutMany customers haven't heard of National Pizza Month, so it’s up to you to raise awareness about the month and your promo. Here’s how to do it:
• Start hyping the promotion in late September with in-store signage and exterior banners.
• Create a press release that details the promo-tion and distribute it to local newspapers, TV stations, food bloggers and other media.
• Develop box toppers for your National Pizza Month promotion and include them with ev-ery delivery and carryout order. If your budget allows, create table tents for the promotion, too.
• Create an e-newsletter for your loyalty program members and offer exclusive National Pizza Month specials just for them.
• For a monthlong promotion, advertise it on social media several times a week, starting in late September and continuing throughout Oc-tober. If you’re offering special prices on certain menu items, upload a high-quality image of the food with your posts and tweets.
• Create National Pizza Month buttons and let your servers hand them out to every customer.
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FEATURE STORY RAISING PRICES
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When it comes to raising prices, most pizzeria operators prefer to raise them very slowly while trying to match their prices closely to their
nearest competitors’. So, if their competitors do not raise prices, they don’t raise prices. Unfortunately, that means everyone is waiting for someone else to raise his prices. This approach has left all of us in a position where $10 is still the going price for a pizza—the same amount pizzerias charged when I was in college, which is longer ago than I care to admit! Pizzeria operators have been left in the dust in terms of demanding a fair price for their product as compared to other food options. After all, the value proposition of pizza is higher than most, much higher than even that of fast-food purveyors like McDonald’s.
Now we are all faced with a huge problem. Cheese, pork and beef prices are soaring. Employee wages are on the rise. Fuel costs are out of control. Suddenly, the decision to raise prices
isn’t arbitrary—it’s mandatory for survival. So what’s holding you back from making this decision? One word: Fear. Fear that customers will get angry, or worse yet, stop coming to your restaurant. How can we overcome this fear and surmount the objections of those few customers who will actually notice a price increase? I think it starts with understanding how money and value work.
Creating Value PerceptionWe all need money, yet money is a silly concept. Most people, including business owners, don’t really understand money or how it works. Money isn’t real. Money isn’t worth anything by itself. Money is just a perception. It’s nothing more than buy-ing power. Let’s say I offer to trade you my $20 bill for your large pizza. Since I had to work for that $20 bill, my percep-tion of value is based on what I did to earn it, along with my preconceived notions as to what your large pizza is worth versus
By Sean Brauser
It’s time for pizzeria operators to raise their prices and charge what their pizza is really worth. Here’s how to do it.
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other pizzas I could buy instead. As long as I believe that your pizza is worth $20 of my labor and that the perceived value of your pizza matches the $20 you’re charging, I will happily buy it. However, if either of those two criteria is not met, I will probably go somewhere else. (This is known as price elasticity.)
Customers make their buying decisions based on perceived value. The greater the perceived value, the more they will pay for it. So, when it’s time to think about raising your prices, you must first ask yourself this question: How much perceived value does your pizza carry? Have you spent your marketing dollars building up that value perception or tearing it down? And remember, value is not the same thing as price. How you create this value perception in your customer’s mind is called brand positioning. You can position your brand as the high-quality, high-price brand or as the low-quality, low-price brand. Or you can position it somewhere in between. The problem is, “somewhere in between” is often where pizzeria owners get into major trouble. They aim to provide high quality at low prices. They compete on price at all times, attempting to match
major players like Pizza Hut and Papa John’s. Yet these operators use much better ingredients and make the best pizza they can make, all while still charging a price comparable to that Papa John’s down the street. So what happens? They end up getting crushed underneath the weight of their big-chain competitor’s massive marketing budget. Fortunately, there are better ways to compete and win!
Positioning Your BrandBig Dave Ostrander once told me, “You can make money being the high-quality, high-cost competitor, and you can make money being the low-cost, low-quality competitor, but you will go out of business trying to be the high-quality, low-cost competitor.” These words have never rung truer than in today’s highly competitive, price-conscious pizza culture. On a daily basis, customers get bombarded with TV ads telling them how much a pizza should cost. Mass media advertising trains them to look for deals, coupons and bargains. As a small pizzeria operator with bills and wages and rent to pay, how do
If rising food costs are hurting your business, you’ve got two choices: cut back on the quality of your food and your service or raise your prices. Sean Brauser, founder and CEO of the Romeo’s Pizza chain, recommends the latter option and says most customers won’t even notice the hike.
RO
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O’S
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you overcome this mindset? By positioning your brand as the high-quality, high-value pizza restaurant.
How you have positioned your brand in the past will determine your specific price elasticity. Have you consistently promoted your brand as the high-quality provider? Have you ensured that your special offers and coupons conform with and maintain that brand position in the consumer’s mind? Or have you confused your customers about your brand, leaving them unsure of the difference between your pizza and that of the competition? Brand position is the key factor in your abil-ity to raise prices. Position yourself as a premium brand, and you can raise your prices without worry. Position yourself as a discount brand or as an in-between, and you will have a lot more trouble with a price increase.
I have always tried to position my company, Medina, Ohio-based Romeo’s Pizza (romeospizza.com), as a high-quality competitor. We don’t just use better ingredients—we use the best ones: real cheese, fresh-packed tomato sauce, fresh-made dough in every store, high-quality meat toppings, and fresh-cut veggies. These are all standard for our restaurants, and I charge appropriately. I do offer coupons and specials through differ-ent advertising mediums, but they never undercut the brand message that I intend to deliver, which is quality. Usually, our offers consist of family packs or multi-item promotions. And here’s the best part: We just recently enacted a price increase, yet we saw very little reaction from our customers. Most people didn’t even notice! We may have to increase our prices again in the near future, and we expect the same reaction—or, rather,
Brand position is the key factor in your ability to raise prices. Position yourself as a premium brand, and you can raise your prices without worry. Position yourself as a discount brand or as an in-between, and you’ll have more trouble.
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lack of reaction. Most of our customers order from us because of our perceived value, the customer experience we give, and the taste of our pizza—not because of our prices. As long as we deliver on that value promise, those customers will continue to order from us and pay more for our product.
The Time Is NowSo when is the right time to raise prices? Right now! As our costs increase, the pressure on our margins gets tighter and tighter. As a result, the level of your service will often take a hit. You will staff your pizzeria with fewer employees; your delivery times will slow down, and you’ll start to wear yourself and your staff out, which leads to bad customer service. Once margins start contracting, you may begin to consider lowering the qual-ity of your pizza. You think about cutting back on advertising, and you may even try to reduce your hours. Yet you can solve all of these problems by simply raising your prices!
As long as you think through your price increases carefully, chances are that no one will even notice the change. Right before a new menu comes out, I have spent many a sleepless night worrying about the price increase and how customers will react. But the reality is, hardly anybody even notices. For the few customers that did notice and asked about the change, we simply explained that, due to the rising cost of commodities, we were forced to raise our prices so that we could maintain our quality and service. I would always rather defend my prices than have to apologize for my quality!
You can also justify raising prices when the minimum wage goes up in your city or state or if the news channels are covering rising food costs at grocery stores. Most people understand this, and it can make the price increase less impactful. Moreover, I believe you should set an annual date on which you raise some of your items’ prices every year to account for normal inflation.
Some pizza operators wait until they run out of menus
before boosting their prices. But look at the opportunity cost of maintaining your current prices versus printing a new set of menus. In today’s volatile commodity world, I recommend keeping your printed menus to a minimum and simply print them more often to avoid this dilemma. Digital menus and online menus, which can be easily changed at little or no cost, are another great way to save money.
How to Raise PricesSo once you’ve decided to raise your prices, how should you go about it? Some businesses like to raise prices slowly or in multiple steps, while others opt to raise prices all at once. There really is no “right” answer. It all comes down to your pizza’s perceived value. You could start out by asking your customers. If your pizzeria has a Facebook account or email database, cre-ate a poll and ask your customers to list their top three reasons for ordering from your restaurant. If the majority lists price as No. 1 or No. 2, you’ll want to raise your prices gradually over a couple of months. If price is lower on the list, one larger price increase may be the way to go.
This poll will also help you better understand exactly where your restaurant is positioned in the minds of your customers. If they say price is an important factor, you need to work on building your brand position more around quality and less on price. All of your marketing materials and messages should place an emphasis on quality, and this brand statement of qual-ity should reach beyond your food. It should encompass your entire brand image, from uniforms to menus, from signage to advertising. Every aspect of your pizzeria must convey the same message of quality, or else the consumer will get confused as to what your brand stands for.
Once you have decided to raise prices, I believe that all of your prices should be uniform. If you add .99 to many item prices, then use that .99 figure throughout your menu. If you
Ask your customers to list their top three reasons for ordering from your restaurant. If the majority lists price as No. 1 or No. 2, you’ll want to raise your prices gradually over a couple of months. If price is lower on the list, one larger price increase may be the way to go.ROMEO’S PIZZA
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don’t use the .99 number, raise your prices so that you can capture those extra cents on every item. Imagine getting an extra nine cents on every order merely by ending the price in .99 instead of .90. If you average 500 orders per week, that’s an extra $45 dollars a week, or $2,340 per year of pure profit. And most customers wouldn’t even notice the change. That’s a nice seven-day vacation somewhere warm and sunny—be sure to send me a postcard!
Controlling Food CostsIf your pizzeria is positioned as the low-cost provider and that’s the way it has to be, there may be some alternatives to raising prices. You can start by using scales to control your portions on every menu item. If you are free-throwing cheese—or any topping, for that matter—you could be losing hundreds of dol-lars per week. With profitability in mind, determine the exact portions for every ingredient on every pizza, make that the standard amount and weigh out every pizza on a high-quality scale. Additionally, perform a cost-price analysis of every item on your menu. You may find that you’re selling items that don’t make much money, or worse yet, that you’re actually losing money on them!
Ultimately, don’t be afraid to raise your prices. If you pro-vide a high-quality, high-value experience for your customers, you should be proud of it. Position your brand accordingly so that customers will recognize that your pizza is worth the extra money. Your customers demand high levels of quality and service. Give them what they want, charge what it’s worth and don’t be afraid of negative feedback. If you get any complaints, you can easily justify your prices because you have successfully positioned your brand and established its value!
Sean Brauser is founder and CEO of Romeo’s Pizza, a regional chain with 35 locations throughout Ohio.
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The Coffee ConnectionPerk up your profits and create a more authentic Italian dining experience by
FEATURE STORY COFFEE EQUIPMENT
Innovations in coffee blends, flavors and equipment are keeping up with the demands from today’s coffee-crazed consumers.
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The Coffee ConnectionBy Tracy Morin
adding signature coffees, cappuccinos and espressos to your menu.
MR. ESPRESSO
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According to market research by the National Coffee Association, coffee consumption jumped by five per-centage points in 2013, with 83% of the U.S. adult
population now drinking coffee. The report, NCA National Coffee Drinking Trends, also noted that daily consumption re-mained strong and steady at 63%, while those who drink coffee at least once per week was up slightly, to 75%.
Pizzerias need to take advantage of the coffee craze as more Americans look to score a high-quality cup of joe, not to men-tion more elaborate java-based beverages. Today’s consumers are now accustomed to ordering everything from cappuccinos and espressos to lattes and frappés at upscale coffee shops. Even McDonald’s jumped on the bandwagon, launching its McCafé menu back in 2009. And thanks to myriad new blends and equipment innovations, it’s easier than ever to offer a creative, well-thought-out coffee menu and set yourself apart from com-petitors while reaping impressive profit margins.
The Java JoltSome pizzeria owners may overlook coffee as a potential rev-enue stream—or, worse, treat their coffee as an afterthought—but experts insist that pizza and coffee drinks make a natural pair. After all, in Italy, the birthplace of pizza, post-meal cap-puccinos and espressos are often part of the dining experience. “Coffee and pizza go extremely well together,” says Steven Sut-ton, New York-based founder and CEO of Devocion Coffee. “When you offer a great cup of joe with flavors that pair well with your pizza and use quality coffee—even if it’s at a higher
cost than what you’re used to—the profit margin is extremely high. You’ll get a return on your investment very quickly.”
If you don’t serve coffee, Sutton adds, your customer will go elsewhere to get a cup after a meal—so you’ll lose that extra revenue and the chance to provide a full dining experience. “At the end of the day, coffee is extremely profitable; the cost of a cup can be about 10% to 15% of your sales price,” he explains.
Katy Boyd Dutt, director of tactical marketing for Boyd Cof-fee Company in Portland, Oregon, agrees that coffee is one of the most profitable items in restaurants, next to iced tea. But be aware that customers are increasingly expecting top-quality coffees, even from foodservice outlets. “The bar continues to rise; you don’t have to be a coffee snob anymore to want and appreciate a good cup,” she notes. “Today’s consumers expect high-quality coffees wherever they go, not just from premium coffee shops.”
Boyd Dutt adds that there has also been increased consump-tion of gourmet coffee, especially by those in the Millennial age group (a demographic that is more likely to consume coffee outside the home than older consumers). “Enjoying espresso-based drinks like lattes and mochas are the norm for this gen-eration, as well as iced coffees and frozen/blended coffee drinks, which are consumed in all dayparts,” she notes.
As far as consumer taste trends, Luigi Di Ruocco, vice presi-dent of Mr. Espresso in Oakland, California, agrees that prod-uct quality and integrity is very important today—a good thing for operators who select the best for their operations. “In terms of flavor, there has been a trend toward lighter roasts and more floral/exotic flavor profiles,” he says. “In my opinion, the trend will continue to balance out, with people enjoying coffees that span the entire roast spectrum, from light to dark.”
“At the end of the day, coffee is extremely prof-itable; the cost of a cup can be about 10% to 15% of your sales price.”
—Steven Sutton, Devocion Coffee
Manufacturers are seeking the freshest coffee possible and discovering new coffee territories for improved flavors.
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Sutton believes many consumers are also looking for more intense, flavorful coffees. Because tastes will differ, don’t be afraid to ask customers about their preferences. You might offer samples of different brews to employees and customers and ask for their feedback—then, as you would with any menu item, take notes of what’s selling best and tweak as necessary.
The Latest and GreatestCoffee sales are no longer about stashing a drip coffeemaker on the counter “just in case.” But what kind of equipment you choose will be determined by how much training and detail you want to dedicate to your coffee program. “The coolest innovation that I’ve seen this year is the Rancilio XCelsius espresso machine, which allows us to do temperature profiling in our espresso blends; this has never been done before,” says Sutton. “This tool gives us the chance to highlight different notes within the same coffee blend at any given time.”
Even if you aren’t interested in purchasing high-end espres-so machines, you can still offer fresh, top-quality coffees in a variety of flavors and blends. Howie Greenspan, owner and president of SCS Direct in Milford, Connecticut, notes that many restaurants are purchasing single-use, single-serve cups
(like those used in Keurig machines) to streamline operations and generate added revenue—without having to make an entire coffee pot at a time or fuss with complicated equip-ment. “What makes this unique for restaurants is that the cof-fee is made very quickly and is always fresh, with no mess,” he explains. “Also, this allows a pizzeria to offer many different blends, because each is brewed to order. Restaurants have been able to create coffee menus with 20 or more varieties because of these types of cups, instead of having a different machine for each type.” He adds that some restaurants have even increased profits by selling these cups, emblazoned with their logos, for customers to purchase.
Boyd Dutt agrees that the single-cup format has been “a major game-changer for the coffee industry,” altering both the consumer and business landscapes. “As better-quality single-cup coffee and equipment options have come to market, food-service operators are discovering that the single-cup option gives them greater flexibility and profitability,” she notes. “For example, a restaurant owner can now brew a single cup of decaf rather than a full pot during a slower daypart, which provides the freshest cup with the least amount of waste.” With these systems, if you initially have lower demand for coffee, you won’t end up tossing out unused portions.
Single-cup equipment has also evolved as the option becomes more popular among consumers and businesses alike. “For a pizzeria operator, we suggest the Bunn MCR My Cafe, a commercially rated system that brews single cups quickly,” Boyd Dutt says. “It requires less than 9” of counter space, and it’s available in pour-over style (no plumbing required) or a plumbed-in style.” She adds that popularity of the single-cup
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format is still growing, with single-cup sales now accounting for more than a quarter of every dollar Americans spend on cof-fee to drink at home; by 2018, market research group Mintel expects consumers to spend nearly as much on coffee pods as they do on bulk coffee.
In terms of flavor innovations, Sutton believes that, as the specialty coffee industry grows, operators are achieving bolder, more intense coffees without having to utilize dark roasts. “This is because we’re constantly getting closer to the source and discovering new coffee territories with better flavors,” he says. “I believe the trend to follow is that of the freshest green coffee possible—something that until now nobody has really promoted. At the end of the day, it’s as important as fresh-roasted coffee.”
5 Coffee Craze TakeawaysFor pizzeria operators, selling coffee is a lot like selling craft beers—today’s customers care about quality and often will pay more for gourmet roasts and signature iced coffee drinks. And considering the high profit margins, adding coffee to your beverage menu is a no-brainer. Here are five key tips from our experts to keep in mind:
1. Restaurant customers in Italy often enjoy post-meal cappuccinos and espressos. By offering coffee drinks, you can create a more authentic Italian dining experience.
2. To choose the right roasts or blends for your menu, offer samples of different brews to coffee-loving customers and employees and ask for their feedback.
3. Single-cup brewing systems allow you to offer fresh, hot coffee in a wide variety of trendy blends for maximum profit and minimum waste.
4. Use flavored syrups, such as raspberry and peach, to create signature coffee drinks for the happy hour crowd.
5. Pair well-executed espresso and coffee drinks with well-executed signature desserts to boost average tickets.
“There has been a trend toward lighter roasts and more floral/exotic flavor profiles. In my opinion, the trend will continue to balance out, with people enjoying coffees that span the entire roast spectrum, from light to dark.”
—Luigi Di Ruocco, Mr. Espresso
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Making the SaleOf course, you can’t simply toss coffee on the menu and expect it to sell. Cre-ative concoctions and smart marketing tactics will help build buzz about your new beverages. “Adding iced coffee and other gourmet coffee is a great way to sell this beverage after the breakfast daypart and appeal to younger consumers,” sug-
gests Boyd Dutt. “Try promoting it with a discount as a happy hour treat in the afternoon. You can even create signature drinks with a few flavored syrups, such as raspberry and peach, which can also be used to flavor iced teas and sodas.”
And, as with any beverage, don’t over-look the possibility of food-coffee pair-ings. “As coffees become more like wine, consumers want to have the ability of pairing their coffees with food,” notes Sutton. “Each coffee should have differ-ent pairings and offer different gastro-nomical experiences.” For example, kick up your dessert menu by suggesting coffee drinks that can best complement each item—and don’t forget to prep your servers to go for the upsell after every meal. Di Ruocco notes that his coffee complements Italian specialties in San Francisco-based Pizzeria Delfina (pizzeriadelfina.com). “Pizzeria owners can market and promote their coffee first by focusing on execution,” he says. “My educated guess is that most pizze-rias serve lousy espresso and coffee, so this is a great way to differentiate your-self. You can pair well-executed espresso and coffee drinks with well-executed and delicious desserts. So if you’re plan-ning on spending time improving your espresso and coffee program, you might as well do the same with your dessert and pastry program.”
Ultimately, if you do choose to serve coffee, make sure it’s an addition that you consider as carefully as you would anything else on your menu. “Piz-zerias should try to get coffees that enhance the overall food experience: high-end coffees that will provide a great finish to a great slice,” Sutton advises. “Whether it be cold-brew, drip or espresso-based coffees—macchia-tos, cappuccinos, lattes, Americanos or espressos—coffee is the last thing a cus-tomer normally consumes during the meal. Don’t let a bad coffee destroy a good overall experience!”
Tracy Morin is PMQ’s senior copy editor.
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New methods of brewing help pizzerias deliver fresh coffee to customers without requiring intensive training for staff.
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In part three of a four-part series, marketing consultant Tom Feltenstein shares 10 off-the-wall promotions to help you take down the chain giants.By Tom Feltenstein
FEATURE STORY OUTMANEUVERING THE NATIONAL CHAINS
SLAYING the Neighborhood GOLIATH
Part 3
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When the big chain giants come stomping into your neighborhood, you need to be ready to fight back. No one thought David had a chance
using a slingshot against the towering Goliath, but a cou-ple of well-aimed stones lay the behemoth low and saved Israel from a menacing invasion. David could have gone up against Goliath with a sword—that would have been the more predictable choice—but instead the enterprising youth chose a weapon that was, to say the least, unorthodox. And it worked like a charm. Goliath never saw it coming! You can do the same when the national chain pizzerias try to invade your territory. Here are some more suggestions for arming your slingshot:
Menu Merchandising. A well-designed menu drives profit and cash flow by guiding the guest to select those items that have the highest gross profit margin. A good menu entices your customers to buy the items you want to sell. Achieve added sales by strategically engineering your menu’s layout, design, graphics, format, item pre-sentation and descriptions, with price points designed to stimulate selection of highly profitable items.
Dash Back for Cash. Distribute a bounce-back cou-pon good for 50% off if the customer returns within a very short period of time—say 24 hours. The bounce-back can be used to get customers to return at a generally slower time. This promotion also makes your guests feel special and valued.
In Training. This tactic always leaves a lasting impres-sion on your customers. Place an “In Training” button on your best waitstaff employee. Customers will be so impressed by his outstanding performance as a sup-posed “trainee” that they can only imagine how good your more experienced employees must be! This helps you build a reputation for phenomenal service and will keep customers coming back for more.
The Answer Is Yes! The best customer service always starts with an enthusiastic “yes!” Provide your employ-ees with a button to wear that reads, “The Answer Is Yes! What’s the Question?” This strategy reinforces your pizzeria’s reputation for customer satisfaction. You always want to say “yes” to your customer. In fact, anything other than an immediate “yes” translates as a “no” to guests. You never want them to feel that you are not willing to meet their needs.
Single Out Good Employees. You should recog-nize and reward your finest employees based on over-all performance or improvement. (You may want to delegate these decisions to your manager.) Select hon-orees on predetermined criteria, such as punctuality, appearance, attitude, job performance, cooperation with others and willingness to go above and beyond to make your guests happy. If your staff needs improve-ment in certain areas, emphasize these factors in your criteria to encourage better performance. Find out what sort of rewards will motivate your employees and incorporate them into the program.
Selling in the Bathroom. You may not think about your bathroom as a revenue center, but it can be an effective place to get your customers’ attention. What else have they got to do when they’re in there? Give them something to read! Display promotional posters in both men’s and ladies’ rooms to market upcoming special events, current specials, and signature menu and bar items. If, for instance, your goal is to boost beverage and alcohol sales, feature items with high profit margins, such as specialty cocktails and bottles of wine. Use this space to communicate happy hour value or to remind bar customers that you’ve also got a great selection of coffee drinks to perk them up before they head home. Whatever you do, be sure to keep these materials up-to-date and hire a talented designer to make sure they catch the customer’s eye. Finally,
1.2.3.
Part 3
Recognize and reward those employees that regularly offer the best service or show the highest level of improvement.
A smartly designed menu can stimulate sales of items that have the highest gross profit margin.
4.
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here’s another off-the-wall idea: Create “toilet paper certificates” with special offers and discounts—such as “15% Off Your Next Large Pizza”—printed right on the bathroom tissue. Customers will never forget it, and they’ll tell their friends, too!
Scratch-Off Mailers. This idea has been around for decades, but it never gets old. Create a flier with mystery gift certificates hidden under a scratch-off box. Make sure the flier explains what the prizes are, and make sure they’re of sufficient value to get people to come in. Mail the fliers to your entire database or do a selective mailing by neighborhood. You can also send out some employ-ees to distribute the fliers in your trade area. Customers
can scratch off the boxes and bring the flier to your piz-zeria to redeem their prizes.
Positive Picketing. Designed to build awareness for your business in a can’t-miss, high-profile way, this promotion can be executed right outside your piz-zeria’s doors. Pay off-shift employees or high-energy, friendly, neatly dressed people to stand in front of your pizzeria with picket signs that promote your restaurant in a positive way. Come up with brief, fun and humorous slogans or phrases—five or so words at the most—for the signs, then let your crew parade up and down in front of the pizzeria, holding up the signs as traffic goes by. Choose a day of the week when traffic will be heavy to get the most exposure. Keep the signs tasteful!
Mobile Coupons. Have your employees request guests’ cell phone numbers and store them in your POS database. Tell the customers that you’ll be send-ing exclusive special offers straight to their phones. Create mobile coupons and text them to your database. With mobile coupons, you can create a promotional campaign, broadcast it and initiate an immediate boost in customer traffic—all in a single day. Promote your text message plan in your direct mail pieces and table tents, on your website and social media, and in print ads and radio spots. (Make it clear that you will never share your guests’ phone numbers with anyone else.)
Have a Ball! Order a large number of specially customized rubber balls and give them out to your customers. Include your pizzeria’s logo, website and phone number, along with the slogan “Bounce back soon!” This is a quirky and inventive way to capture guests’ attention and earn top-of-mind position. Kids will love the balls, too—many will remember your pizzeria as the place that gives away free bouncy balls, and they will want to go back for another one!
Tom Feltenstein is a restaurant marketing consultant and the CEO/founder of Tom Feltenstein’s Power Marketing Academy. Learn more at PowerMarketingAcademy.com.
7. 8.
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By asking for customers’ cell phone numbers to be stored in your POS database, you can then send exclusive special offers and mobile coupons straight to their phones.
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Welcome to the Robinson Household
1234 Main St.
Saint Petersburg, FL 33702-3715
Call Before Your Zip Codes are Taken!
800−497−8360 x226OurTownAmerica.com
Looking for Direction, Open to Suggestion...
Our Welcoming Gift To The Robinsons
Authorized By:
No
Cas
h Va
lue
MOCKUP/FIGAROSPIZZA
FREE Large Pizza
Limit One Certifi cate Per Household. Valid For Carry Out Only.
Manager
Figaro’s Pizza is the best pizza you can have at home!
Sun-Thur 11am-9pmFri & Sat 11am-10pm
• Baked or Take & Bake Pizza• Calzones• Fresh Salads• Breadsticks• Soda & More!
123 Main Street • Arkham555-5555 • www.figaros.com
N
Wallace R
d.
Orchard Heights Rd.
Taybin Rd.
Glen Creek Rd.
221
Welcoming New Movers S ince 1972
Proven Factual, Tracked ROIPersonalized Welcome O� er from You to the New MoverExclusive: Lock Out Your Competition by Being the Only Restaurant inYour Selected Zip CodesZip Code Driven: Demographic Targeting Selected by YouTrackable: Monitor Your Response Rate with our Tru Trak™ SystemSecond Mailing: Thank You Postcard Inviting the New Mover Back InA� ordable: Program Pricing Starting at Just $50
Offer Valid until November 1st, 2014
68 PMQ Pizza Magazine The Pizza Industry’s Business Monthly
September 2014 Book.indb 68 8/12/14 5:24 PM
1 Month of New Residents Mailed FREE!With Exclusive Agreement
GET NEW CUSTOMERS HOOKED ON YOUR PIZZABEFORE YOUR COMPETITION HAS A CHANCE!
Looking for Direction, Open to Suggestion...New Movers Have Not Yet Established Habits or Loyalties
Welcome New Movers into Your Restaurant with Open Armsto Gain New Loyal, Long-term Customers!
Our Town AmericaAll-Inclusive, Turnkey New Mover Marketing Program
Welcome to the Robinson Household
1234 Main St.
Saint Petersburg, FL 33702-3715
Call Before Your Zip Codes are Taken!
800−497−8360 x226OurTownAmerica.com
Looking for Direction, Open to Suggestion...
Our Welcoming Gift To The Robinsons
Authorized By:
No
Cas
h Va
lue
MOCKUP/FIGAROSPIZZA
FREE Large Pizza
Limit One Certifi cate Per Household. Valid For Carry Out Only.
Manager
Figaro’s Pizza is the best pizza you can have at home!
Sun-Thur 11am-9pmFri & Sat 11am-10pm
• Baked or Take & Bake Pizza• Calzones• Fresh Salads• Breadsticks• Soda & More!
123 Main Street • Arkham555-5555 • www.figaros.com
N
Wallace R
d.
Orchard Heights Rd.
Taybin Rd.
Glen Creek Rd.
221
Welcoming New Movers S ince 1972
Proven Factual, Tracked ROIPersonalized Welcome O� er from You to the New MoverExclusive: Lock Out Your Competition by Being the Only Restaurant inYour Selected Zip CodesZip Code Driven: Demographic Targeting Selected by YouTrackable: Monitor Your Response Rate with our Tru Trak™ SystemSecond Mailing: Thank You Postcard Inviting the New Mover Back InA� ordable: Program Pricing Starting at Just $50
Offer Valid until November 1st, 2014
September 2014 Book.indb 69 8/12/14 5:24 PM
PMQ’s staff members review some of their favorite products at the 2014 National Restaurant Association Show in Chicago.
SHOW RECAP NRA
NRA Show 2014Best of
Steve GreenP U B L I S H E R
M Y P I C K S :
Review TrackersFor just $29, Review Trackers monitors Yelp, Urbanspoon and 38 other top review websites to give you a clear idea of how you’re doing in the battle to win hearts and stomachs in your marketplace. In my discussions with him, Kevin Kent of Review Trackers cited a Harvard Business Review study that equates a one-star decrease in a restaurant’s Yelp rating with a decrease in sales of between 5% and 9%.
With Review Trackers, you can get one report that shows you everything people are saying about your restaurant on the top 40 review sites. You’ll also get the ability to respond to unfavor-able comments. You can get email alerts for every review and ask your best customers to post posi-
tive reviews on various sites. You can even moni-tor your competition! Finally, you get email and phone support to help you manage your reputa-tion and make the best use of Review Trackers’ features. 866-854-7670, reviewtrackers.com
Moving TargetsMoving Targets made my list of the best fi nds at the NRA Show 17 years ago when we did our fi rst review. � ey’re on my list this year for seamlessly adapting to so many new technologies without losing their focus on getting new customers into your restaurant and keep-ing them coming back with their popular New Movers, Birthday and Loyalty programs. � ey’ve adapted their time-tested selling principles to email and social media, and their approach really works.
For examples of Moving Target’s moneymaking promo-tions, check out their website. You’ll see videos and get excellent marketing tips and a quick education on how to get more customers inside your business. You can even enter your ZIP code into a box that will tell you how many new movers arrive into your market each month. 800-926-2451, movingtargets.com
Click here for our Featured Video:PMQ reviews hot products at the 2014 National Restaurant Association Show.
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Linda GreenC 0 - P U B L I S H E R
M Y P I C K S :
Green Hills GroupI’d bet you’re within arm’s length of your smartphone right now. Is your pizzeria within arm’s length of your customers? If not, it should be, and that’s why I like Green Hills Group’s mobile app service. Every pizzeria needs a cutting-edge app like this one to compete. From push no-tifications and online ordering to loyalty punch cards and reservations, its all-in-one platform can customize an app for the smallest store to the largest chain. 615-370-3013, thegreenhillsgroup.com
Clifton MoodyA C C O U N T E X E C U T I V E
M Y P I C K S :Edible ImagesThis company bought out Action Images and now offers a concept that lets pizzeria operators place a clear film with high-definition graphics over the top of pizza. This perfectly edible film melts directly onto the pizza, leaving an image on the pie. Images can range from a “Happy Birthday” message to football team logos or a child’s favorite superhero character. A code can even be embedded in the image—scan the code with a smart device and it will sing “Happy Birthday” or any other song to you! 630-781-4548, talkingeats.com
Luxe BloomThese roses add a touch of elegance to any pizzeria large or small. They’re designed to last up to 60 days with no main-tenance required. Unlike real roses, they need no water and don’t give off an unpleasant smell after a few days. They’re perfect for operators who want to provide a relaxed, appealing dining atmosphere. 312-492-7772, luxebloom.com
Joseph CampioneThe aroma of garlic caught my attention at the Joseph Campione booth. Their garlic breads and Texas toasts are great as appetizers before the meal or as accompaniments to the meals. Their cheese-stuffed bread-sticks were a hit with me, transport-ing me back to my childhood. The bread was robust with butter, garlic and parsley, filled with just the right amount of mozzarella cheese. It reminded me of the bread my father prepared for our Sunday meals. 414-761-8944, josephcampione.com
Delivery ConceptsThe future is here, and it’s economical and green! This street-legal, 100% electric vehicle from our friends at Delivery Concepts was a great find. I was immediately attracted to the cute little vehicle, which can hold two adults and a truckload of food and provides refrigeration, freezing and heat. It can be charged in as little as two hours and, because it’s all green, it qualifies for government tax incentives. 800-654-1857, deliveryconcepts.com
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Clifton MoodyA C C O U N T E X E C U T I V E
M Y P I C K S :
uZappitThis is a great marketing tool for any operator whose customers use smartphones or other smart devices. Give a uZappit smart tag to your cus-tomers, and, when they scan the QR code on it, a special offer instantly appears. Meanwhile, cus-tomers’ digital profiles are captured, and you can promote to them via text or email. For only 99 cents per smart tag, you can build a promotional campaign that would otherwise cost thousands of dollars to launch! 800-872-8778, uzappit.com
Tom BoylesA C C O U N T E X E C U T I V E
M Y P I C K S :
Wilson Safe CompanyWilson Safe has a new line of safes designed specifically for pizza operations. It allows delivery drivers to deposit cash so they aren’t driving around with a bag of money, which makes them a target for robbery. The safes can be equipped with fingerprint recognition and keep track of any sort of deposits, whether it’s from the cash drawer, waitstaff or delivery drivers. 800-345-8053, wilsonsafe.com
Robot CoupeRobot Coupe has many products that make prepping easier and faster, but the one that every shop needs is the Combi-nation Processor. It gives you a cutter bowl and a vegetable preparation attachment in one unit. It can do everything, and you get a consistent cut for veg prep every time. And thanks to their complete selection of discs, you can grate, slice or julienne. 800-824-1646, robot-coupe.com
295 GuysAlmost every pizzeria has T-shirts for sale or for promo giveaways, but the 295 Guys had the best deal I saw at NRA. You can get as many colors as you want printed in one
location for just $2.95 when ordering 1,008 White shirts. For an additional cost, they can help with a custom design, do smaller runs and even compress them into shapes such as a pizza or whole pie. 800-536-5959, www.295guys.com
Vito Oil FiltrationThis product is ideal for any pizzeria that serves fried food. After the same oil has been reused several times, the food that’s prepared in it starts to taste bad. This system filters and cleans the oil, making the food taste better, giving the oil a longer life span and saving you up to 50% on your oil purchases! 416-388-0707, vitooil.com
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The only pizza app that goes everywhere.
PMQ. ALWAYS WITH YOU.
With PMQ Pizza Magazine’s mobile app, you’ll stay connected to fellow pizza
operators and have access to the latest, most valuable marketing resources for
the pizza industry. Available for iOS and Android devices, this revolutionary asset
gives you access to a host of tips, tools and advice from other owners
to boost your bottom line.
PMQ Pizza MagazineDigital Edition
The Think Tank Pizza Forum
PMQ’s Online Newsroom
Recipe of the Week
September 2014 pmq.com 73
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Anna ZemekA C C O U N T E X E C U T I V E
M Y P I C K S :
Sunny Sky Products I’m that mom who only lets her seven-year-old daughter have Cokes (soda, pop or whatever you call it in your part of the world) on Saturdays and special occasions. It’s a treat for her and not given. The machines that let you mix and match your favorite soft drink are the ultimate treat, and they’re often why we visit cer-tain restaurants. So imagine my delight when I found the Flavor Fusion Center by Sunny Sky Products. They offer a variety of traditional and fruity flavored beverages without the high-fructose corn sweetener in a fun mix-and-match. 877-235-6466, sunnyskyproducts.com
TETI Bakery I always look for foods and products with personality and versatility. I found that in the piadina from TETI Bakery. Before this lesson in Italian cuisine, I didn’t know what a piadina was, but if you can imagine flattening flatbread, well, there you have it! It’s a very thin, flaky bread that serves as a blank canvas. You can use the piadina to make wraps, crispy flatbread pizzas, even desserts! 800-465-0123, tetibakery.com
WiFast With Wifast, you can offer free WiFi to your customers, who must first sign in with an email address that is then associated with a MAC number from the mobile device or computer. The system tracks that email address, allowing owners to pick up on customer behavior pat-terns and send out coupons or specials to loyal customers who may have skipped their regular visit. After all, we all know it’s easier and more profitable to keep a loyal customer than to seek new customers! wifast.com
SAAS Hot Sauce The slideshow at the SAAS booth showed celebrities from the Golden Globes and SOBE Wine and Food Festival heating up the red carpet with a bottle of SAAS. At the NRA Show, they served their hot sauce samples with melons and other fruits for unique pairings and tastings. This sauce would be great on wings or just sitting on your table, but imagine a pizza with fruit and a surprising wave of heat. If you want to serve this year’s “It” sauce, SAAS is it. 646-454-9394, eatsaas.com
Tom BoylesA C C O U N T E X E C U T I V E
M Y P I C K S :Ultra-Thin Pretzel FlatbreadsFlatbreads are the rage right now, and pretzel crust and breads are also popular. Ultra-Thin introduced its new Pretzel Flatbread for the first time at the NRA Show, and, believe me, it was great! I liked that it combined two things that are popular right now with consumers. They have other flatbreads, too, but definitely call about sampling their pretzel crusts! 516-279-6655, ultrathinpizza.com
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MARK IT DOWN... ATTEND NAPICS
THE BEST TRADESHOW IN THE MIDWEST
Greater Columbus Convention Center • Columbus, Ohio
February 15-16, 2015
www.NAPICS.com
September 2014 pmq.com 75
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THE PIZZA EXCHANGE PRODUCT SPOTLIGHT
Beauty to the CoreMarrying world-famous Le Panyol oven cores with Maine-made copper and steel facades, Maine Wood Heat’s artisan wood-fired ovens promise both beauty and performance. Offering 100% natural construction and full bread baking capabilities, the versatile and modular ovens help you draw more customers, increase table turnover and maximize profits. 207-474-7465, mainewoodheat.com
App-Free Mobile LoyaltyVirtual Next enables restaurants to earn high ROI on mobile loyalty and payment by offering an app-free solution. Virtual Next’s platform simply creates a digital card that is saved on the user’s mobile wallet, such as the iPhone PassBook or Google Wallet—leading to higher adoption rate for users and lower costs for pizzerias. 877-894-7631, virtualnext.com
A Cheese Lover’s DelightGrande offers a wide range of rich shredded and diced cheeses. The easy-to-portion cheeses melt evenly, don’t burn and have outstanding reheat qualities. Varieties include Part Skim Mozzarella; Whole Milk Mozzarella; East Coast Blend (Part Skim and Whole Milk Mozzarella); Mozzarella Provolone Mild Blend; Mozzarella Cheddar Blend; and 50/50 Blend (Part Skim Mozzarella and Provolone). 800-847-2633, grandecheese.com
Sliced to PerfectionWhy serve poorly sliced pizzas when perfectly portioned slices sell better and increase your profits? No matter what size or shape your pizza comes in, the Portion Padl can be customized to your needs and allows you to serve consistently sized slices. 877-511-8872, pizzacuttingguide.com
An Attention GrabberLooking to grab the attention of passersby? Banner Marketing offers inflatable photo tubes, made from a nylon material, that are 2½’ in diameter and stand 10’ or 12’ high, with images printed digitally in four-color process. Attached by Velcro to an internally illuminated, quiet, built-in blower base fan system, the tubes are perfect for outdoor and indoor use. 805-528-5018, bannermarketinggroup.com
Bowled OverRestar International brings the highest quality and best value to the market with their Hobart Classic mixer bowls and attachments. With sizes ranging between 12 and 140 quarts, Restar has your mixer needs covered. Whether you’re looking for a replacement dough hook or a spare bowl, you can find it at Restar. 408-844-4146, www.restar.us
Connect with fellow operators in the Think Tank. Visit thinktank.pmq.com today!
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Meet the Tank:Ron Mathews
Think Tank username: Rockstar PizzaReal Name: Ron Mathews Date Joined: June 27, 2006Number of Posts: 1,400Pizzeria: Rockstar Pizza (rockstarpizza.net), Brownsburg, IN
PMQ: How many years have you been in the pizza business?
Rockstar Pizza (Ron): Technically, I started in the business delivering for Domino’s right after high school back in 1986. I continued on in college, delivering for Papa John’s. I opened the first restaurant of my own in 1997.
When did you first start using the Think Tank, and do you remember why you joined?
I started using the Think Tank way back in 2006. I remember that I was having issues with my dough and needed the right formula.
Why have you continued to return to the Think Tank over the years?
I think every owner that uses the Think Tank understands that in the pizza world we all go through the trial-and-error phase—and that the more errors we can eliminate, the better we are. Our world is truly changing, thanks to text marketing, online ordering, EDDM, Facebook, Twitter, VOIP phone systems, mobile apps and anything tech-related. It’s hard for one person to master everything, so tapping into a collective group of people is the best way to stay relevant and informed!
Can you share an example of a business tip, or tips, you picked up in the Tank that helped your business?
There are a lot. The latest is the new “Smart Snacks in School” program (the USDA’s revision of nutritional standards for snacks sold in schools). You would not believe how hard it is to get whole-wheat flour to mix with regular flour, but with the help of some friends in our Think Tank group, I have successfully submitted our bid.
What should a newbie know when first entering the Think Tank?
I think that the most important thing is to read the FAQ post. There may be questions you did not even think of, plus it’s a wealth of information. Second, do not be afraid to ask questions; we all started out small, and there really are no bad questions.
MEET THE TANK LIZ BARRETT
Connect with fellow operators in the Think Tank. Visit thinktank.pmq.com today!
PMQ’s Think Tank (thinktank.pmq.com) is the only pizza industry forum on the Web, with 2,500 members who meet online to discuss the pizza business. In this column, we introduce you to some of the Tank’s seasoned members who can show you the ropes and lend insights into how the forum has benefited their businesses.
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78 PMQ Pizza Magazine The Pizza Industry’s Business Monthly
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September 2014 Book.indb 78 8/12/14 5:26 PM
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September 2014 Book.indb 79 8/12/14 5:26 PM
September 2014 Book.indb 80 8/12/14 5:26 PM
September 2014 pmq.com 81
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THE PIZZA EXCHANGE BULLETIN BOARD
Q: How can I
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82 PMQ Pizza Magazine The Pizza Industry’s Business Monthly
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September 2014 pmq.com 83
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THE PIZZA EXCHANGE BULLETIN BOARD
TEAM SILVER SPONSORS
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CALLING ALL PIZZA ACROBATS!
The US Pizza Team will be holding Winter Acrobatic Trials at
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Events will include largest dough stretch, fastest pie maker, fastest box folder
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Grand Prize is a spot on the US pizza team and a trip to Italy to compete in the
World Pizza Championships in May 2015
For more information or to register for the competition please visit pmq.com/trials or contact Brian Hernandez at
662-234-5481 ext 129 or [email protected].
For more information about the team visit www.uspizzateam.com
84 PMQ Pizza Magazine The Pizza Industry’s Business Monthly
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Advertiser Phone Website Page
AM Manufacturing . . . . . . . . . . . . . . . . . . . . . . . .708-841-0959 . . . . . . . ammfg .com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .64
Bacio Cheese . . . . . . . . . . . . . . . . . . . . . . . . . . .855-222-4685 . . . . . . . baciocheese .com . . . . . . . . . . . . . . . . . . . . . . . . . 34, 35
Baron Media . . . . . . . . . . . . . . . . . . . . . . . . . . . . .888-843-0959 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 79
Bellissimo . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .800-813-2974 . . . . . . . bellissimofoods .com . . . . . . . . . . . . . . . . . . . . . . . . . . .21
Burke Corporation . . . . . . . . . . . . . . . . . . . . . . .800-654-1152 . . . . . . . burkecorp .com/pmq . . . . . . . . . . . . . . . . . . . . . . Cover 3
DeIorios . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .800-649-7612 . . . . . . . deiorios .com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 41
Delivery Bags Depot . . . . . . . . . . . . . . . . . . . . . .844-HOT-BAGS . . . . . . deliverybagsdepot .com . . . . . . . . . . . . . . . . . . . . . . . . 83
Delivery Bags USA . . . . . . . . . . . . . . . . . . . . . .888-501-2247 . . . . . . deliverybagsusa .com . . . . . . . . . . . . . . . . . . . . . . . . . 81
Doughmate . . . . . . . . . . . . . . . . . . . . . . . . . . . . .800-501-2458 . . . . . . doughmate .com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 82
EZ Dine . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .877-853-1263 . . . . . . . ezdinepos .com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 80
Fontanini . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .800-331-6370 . . . . . . . fontanini .com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 19
Globe Food Equipment . . . . . . . . . . . . . . . . . . .800-347-5423 . . . . . . . globefoodequip .com . . . . . . . . . . . . . . . . . . . . . . . . . 57
Grande Cheese . . . . . . . . . . . . . . . . . . . . . . . . . .800-8-GRANDE . . . . . grandecheese .com . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3
Hoodmart . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .800-715-1014 . . . . . . . hoodmart .com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 83
HTH . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .800-321-1850 . . . . . . . hthsigns .com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 82
La Nova . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .716-881-3366 . . . . . . . lanova .com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Cover 4
Liguria . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .800-765-1452 . . . . . . . liguriafoods .com . . . . . . . . . . . . . . . . . . . . . . . . . Cover 2
Lloyd Pans . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .800-748-6251 . . . . . . . lloydpans .com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 73
MF&B Restaurant Systems . . . . . . . . . . . . . . . .888-480-EDGE . . . . . . edgeovens .com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 30
Marsal & Sons . . . . . . . . . . . . . . . . . . . . . . . . . . .631-226-6688 . . . . . . . marsalsons .com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 65
Microworks . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .800-787-2068 . . . . . . . microworks .com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9
Middleby Marshall . . . . . . . . . . . . . . . . . . . . . . . .877-34-OVENS . . . . . . wowoven .com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7
Moving Targets . . . . . . . . . . . . . . . . . . . . . . . . . .800-926-2451 . . . . . . . movingtargets .com . . . . . . . . . . . . . . . . . . . . . . . . . . . 29
MPP Marketing . . . . . . . . . . . . . . . . . . . . . . . . . .866-889-8745 . . . . . . . mppmarketinggroup .com . . . . . . . . . . . . . . . . . . . . . . 81
NAPICS . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . napics .com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 75
Northern Pizza Equipment . . . . . . . . . . . . . . . .800-426-0323 . . . . . . . northernpizzaequipment .com . . . . . . . . . . . . . . . . . . . 63
Our Town . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .800-497-8360 . . . . . . . ourtownamerica .com . . . . . . . . . . . . . . . . . . . . . . . . . 69
PDQ POS . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .877-968-6430 . . . . . . . pdqpos .com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 33
Pizza Skool . . . . . . . . . . . . . . . . . . . . . . . . . . . . .517-395-4765 . . . . . . . traintogreatness .com . . . . . . . . . . . . . . . . . . . . . . . . . . 82
Pizza Trolley . . . . . . . . . . . . . . . . . . . . . . . . . . . . .561-797-5557 . . . . . . . pizzatrolley .com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 79
Restar International . . . . . . . . . . . . . . . . . . . . . .408-844-4146 . . . . . . . restar .us . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 53
Restaurant Depot . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . restaurantdepot .com . . . . . . . . . . . . . . . . . . . . . . . . . 53
Riserva Cheese . . . . . . . . . . . . . . . . . . . . . . . . . .888-761-3281 . . . . . . . sysco .com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 11
Somerset Industries . . . . . . . . . . . . . . . . . . . . . .978-667-3355 . . . . . . . smrset .com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 68
Stanislaus . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .800-327-7201 . . . . . . . stanislaus .com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4, 5
State Farm . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . st8 .fm/bizinsurance . . . . . . . . . . . . . . . . . . . . . . . . . . 31
Sunray Printing Solutions . . . . . . . . . . . . . . . . .320-492-3017 . . . . . . . sunrayprinting .com . . . . . . . . . . . . . . . . . . . . . . . . . . . 75
Teti Bakery Inc. . . . . . . . . . . . . . . . . . . . . . . . . . .800-465-0123 . . . . . . . tetibakery .com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .59
Todarini Foods . . . . . . . . . . . . . . . . . . . . . . . . . . .855-279-6977 . . . . . . . todarinifoods .com . . . . . . . . . . . . . . . . . . . . . . . . . . . . 25
Tyson Foods, Inc . . . . . . . . . . . . . . . . . . . . . . . . .800-248-9766 . . . . . . . tysonfoodservice .com . . . . . . . . . . . . . . . . . . . . . . . . . 15
Univex . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .800-258-6358 . . . . . . . univexcorp .com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 23
XLT Ovens . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .888-443-2751 . . . . . . . xltovens .com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 13
ADVERTISER INDEX SEPTEMBER 2014
PMQ provides this information as a courtesy to our readers and will not be held responsible for errors or omissions. To report an error, call 662-234-5481 x127.
September 2014 pmq.com 85
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THE PIZZA EXCHANGE PIZZA INDUSTRY RESOURCE GUIDE
Grab a direct weblink to every advertiser in this guide at PMQ .com
BAKING SCHOOLS
AMERICAN INSTITUTE OF BAKING . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .Manhattan, KS785-537-4750 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .Fax: 785-537-1493
COMPUTER SYSTEMS: POINT OF SALE
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BAKING STONES
CALIFORNIA PIZZA STONES . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . www.californiapizzastones.comVirtually indestructible and impervious to thermal shock. 100% Guarantee against cracking. (707) 545-6528 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . [email protected]
FIBRAMENT-D BAKING STONE . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .www.bakingstone.com708-478-6032 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .NSF approved baking stone for all ovens by AWMCO
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86 PMQ Pizza Magazine The Pizza Industry’s Business Monthly
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THE PIZZA EXCHANGE PIZZA INDUSTRY RESOURCE GUIDE
All The Tech Your Pizzeria Needs• Tablet and Traditional
Point-of-Sale• Integrated online &
smartphone ordering
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loyalty marketing
CALL FOR A DEMO TODAY!800.750.3947www.granburyrs.com
CUTTING BOARDS - EQUAL SLICE
CRUSTSCOMPUTER SYSTEMS: POINT OF SALE
DeIorio Foods @DeIorios blog.DeIorios.com DeIorios.com
DOUGH
®
Incredible
Pizza POS!Affordable
(800) 752-3565www.pointofsuccess.com
The POS software of choice for thousands of pizzerias over more than a decade. Detailed features and demo software available at the Point of Success web site.599$
CUSTOMER LOYALTY
pmq.com/Recipe-Bank/
September 2014 pmq.com 87
TETI Bakery INC. 1-800-465-0123 • tetibakery.com
Ul t ra Th in F la tb readHome of the
Try our gourmet selection of flatbreads, pizza crust varieties, ciabatta wraps, focaccia
loaves, and more!
Piadi n a Street F lat
September 2014 Book.indb 87 8/12/14 5:27 PM
THE PIZZA EXCHANGE PIZZA INDUSTRY RESOURCE GUIDE
800.835.0606 ext. 205 | www.doughxpress.comdough presses, dough dividers/divider rounders, dough dockers, carts and accessories
•Dough Trays – extremely durable and airtight! Outlasts All Other Dough Trays •Dough Tray Covers – designed to fit! •Plastic Dough Knives – two ergonomic designs! •Dough Tray Dollies – heavy duty! Excellence in Customer service since 1955!The preferred dough tray of the largest pizza companies in the world.Buy direct from the manufacturer with over 25 years manufacturing in dough trays.Call 800-501-2458 ........... www.doughmate.com ......... fax: 908-276-9483
Eliminate racks, lids and tins with our stackable, airtight and
cost effective Dough Trays.
When Dough Matters!
C O S T E F F E C T I V E S T A C K A B L E A I R T I G H T D U R A B L E O R D E R D I R E C T
4601 COMMERCE CROSSINGS DR., STE 300, LOUISVILLE, KY 40229 | p: 502-969-2305 | f: 502-810-0907
WWW.DOUGHTRAYS.COM
1-502-969-2305www.DoughTrays.com
BAY STATE MILLING GLUTEN-FREE PIZZA MIX ........................................... baystatemilling.comGluten-Free All-Purpose Flour, Custom-blends and Co-PackingDedicated production area for exceptional purity ..........................................................800-55-FLOUR
DOUGH DIVIDERS/ROUNDERS
FLOUR
DOUGH PRESSES, ROLLERS
FLOUR, GLUTEN-FREE
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SUPER DOUGH BOWLSNon Stick • Easy to Clean • FDA Approved Plastic
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Manufacturer’s Direct Pricing
Free Sample Available - $15 del/handREBATED on first order.
email us at: [email protected]
Call Sid516-546-7744
MADE IN THE USA
DOUGH BOWLS
88 PMQ Pizza Magazine The Pizza Industry’s Business Monthly
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THE PIZZA EXCHANGE PIZZA INDUSTRY RESOURCE GUIDE
FOOD DISTRIBUTORS
FRANCHISING
GELATO
GLUTEN-FREE PRODUCTS
INSURANCE
1051 Amboy Avenue, Perth Amboy NJ800-997-0887 or 732-346-0600
www.vesuviofoods.comServing NY, NJ, PA, DE, CT
Fax:732-346-0882
®
FRANCHISE CONSULTANTS
Should You Franchise Your Restaurant?Call today to receive your free DVD on “How to Franchise Your Business” and learn about one of the most dynamic methods of expanding your business in today’s marketplace.708-957-2300 • www.ifranchisegroup.com
True Artisan Gelato
(888) 316-1545 www.stefanosgelato.com
W H O L E S O M E & D E L I C I O U S ™
W H O L E S O M E & D E L I C I O U S ™
PIZZAPRO .............................................................Low cost pizza delivery insurance programContact Julie Evans (717) 214-7616..............................................................www.pizzapro.amwins.com
INDUSTRY STATISTICS
Easy Access ■ Flexible Searches ■ Smart Results
RESTAURANTDATA.COM
1 Bridge St • PO Box 285 • Irvington NY 10533 • 914-591-4297
FROZEN YOGURT
Add frozen yogurt as a profit center.
1-800-788-0808 www.nancis.com/pizza
Frozen Yogurt = $FLOUR CONT.
HYGIENE
A FLY KILLER Kills all flies, cockroaches & spiders
Guaranteed elimination
888-282-3079, or 631-237-1414www.fruitflybarpro.com
pmq.com/Recipe-Bank/
September 2014 pmq.com 89
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THE PIZZA EXCHANGE PIZZA INDUSTRY RESOURCE GUIDE
MACHINERY/OVENS/EQUIPMENT
1-800-426-0323 www.northernpizza.com
OVENS
MIXERS
PREP TABLES
WALK-INS
PARTS
SMALLWARES
MIDDLEBY MARSHALL
RANDELL
AMERICAN
RANGE
SOMERSET
IMPERIAL
90 PMQ Pizza Magazine The Pizza Industry’s Business Monthly
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THE PIZZA EXCHANGE PIZZA INDUSTRY RESOURCE GUIDE
MAGNETS
MAILING SERVICES
MEAT TOPPINGS
MANAGEMENT
MARKETING IDEAS
keep more of your hard earned dough!3 money saving programs: sCheduLing • aTTendanCe • daiLy Log
FAST, PAINLESS SCHEDULING • MONITOR LABOR COSTS • REDUCE TURNOVER • NOTIFY EMPLOYEES • ELIMINATE BUDDY PUNCHING • IMPROVE COMMUNICATIONS • WEB-BASED
save time and increase profits!
www.timeforge.com 866.684.7191
LOCALGIFTCARDS.COM ..........888-494-9760.....Your pizzas are mobile – why not try mobile gift cards? Sell e-gift cards and m-gift cards on your website. No upfront costs. Simple set up. Visit LocalGiftCards.com to get started.
BURKE CORPORATION ...................................................................................... www.BurkeCorp.comItalian, Mexican-Style and Specialty Fully Cooked MeatsContact: Liz Hertz ............................. [email protected] ............................800-654-1152
SUGAR CREEK PACKING CO., ..............................Private Label Precooked Meat Topping Specialistswww.sugarcreek.com ......................................800-848-8205 [email protected]
MACHINERY/OVENS/EQUIPMENT CONT.
800-521-4773www.magneticattracations.com/BCM
MAGNETS 7.9¢ ea.• Business Card Magnet
• Pizza Slice Magnet
• Free Design Work
• 2,000 minimum
Dine In•Carryout•Catering
2503B N. Harrison St.
Arlington, VA 22207-1616
703-237-0200
www.pie-tanza.com
TODARINI FOODS ................... ..Featuring Italian ChickenTM & Sicilian ChickenTM Pizza Toppings www.todarinifoods.com ........................................................................................ 855-279-6977
(631) 226-6688
see more atwww.marsalsons.com
September 2014 pmq.com 91
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THE PIZZA EXCHANGE PIZZA INDUSTRY RESOURCE GUIDE
ON HOLD MARKETING
ONLINE ORDERING
PIZZA BOXES
MOBILE CATERING TRUCKS/UNITS
MOISTURE-ABSORBENT TOPPINGS CONDITIONER
OLIVES
PIZZA TRAINING
Mixing, Dividing, Rounding, and Spinning
www.univexcorp.comTel. 800-258-6358 Fax. 603-893-1249
USED HOBART 60 QT. MIXER FOR SALE AT US $4980.00 PLUS SHIPPING. Call Lynn at 214-552-3218.............................................................................. or e-mail [email protected]
MIXERS
www.globemixers.com • 800-347-5423
60 Quart, Heavy Duty Pizza Mixer
Handles 50 lb. bag of fl our • Direct gear drive transmission Rigid cast iron construction • Best warranty in its class
92 PMQ Pizza Magazine The Pizza Industry’s Business Monthly
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THE PIZZA EXCHANGE PIZZA INDUSTRY RESOURCE GUIDE
PIZZA DELIVERY THERMAL BAGS
MADE IN ITALY
GI.M
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, IN
C P
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Be Smart. Wood is over.
Metal is the right choice. Aluminum is lighter and longer lasting that
wooden peels. Introducing the ultimate perforated
pizza peel to easily sift away excess flour.
Tailored to your preferred length, shape and functionality.
100% made in Italy and available in America, close
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September 2014 pmq.com 93
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THE PIZZA EXCHANGE PIZZA INDUSTRY RESOURCE GUIDE
EARTHSTONE OVENS, INC. ...............6717 San Fernando Rd. ..................Glendale, CA 91201800-840-4915 .......................Fax: 818-553-1133 .......................... www.earthstoneovens.comAll units UI listed.
PIZZA DELIVERY THERMAL BAGS
PIZZA OVENS
PIZZA OVENS CONT.
YOUR ONE-STOP BAG SHOP • UNBEATABLE BAGS AT UNBEATABLE PRICES
www.deliverybagsdepot.com
PRICES AS LOW AS
$13.491-844-HOT-BAGS
$10FLAT RATESHIPPING
Satisfaction guaranteed!
MARSAL & SONS, INC. ................................................ The new standard in the Pizza IndustryBrick Lined Deck Ovens • Standard Deck Ovens • Prep Table Refrigeration631-226-6688 ......................... marsalsons.com ........................ [email protected]
ROTO-FLEX OVEN CO. .............................................................................Contact Richard Dunfield135 East Cevallos, San Antonio, TX 78204PH 800-386-2279 .................. www.rotoflexoven.com ........................Fax 210-222-9007
WOOD STONE CORPORATION ......................................Stone Hearth & Specialty Commercial Cooking Equipment..................................... 1801 W. Bakerview Rd ............Bellingham, WA 98226 TOLL Free 800-988-8103 .....................Fax: 360-650-1166 ...........woodstone-corp.com
94 PMQ Pizza Magazine The Pizza Industry’s Business Monthly
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THE PIZZA EXCHANGE PIZZA INDUSTRY RESOURCE GUIDE
WWW.XLTOVENS.COM
TO ORDER CALL (316) 943-2751 | TOLL-FREE: (888) 443-2751 | FAX: (316) 943-2769
PIZZA PANS
LLOYD INDUSTRIES ®
Inventor ofThe Quik-Disk™
The best screen replacementsince 1989.
100’s OF SMART PIZZA PRODUCTS ONLINE!
Buy Direct and Save $$ • www.lloydpans.com • 1-800-748-6251
AMERICAN MADEPizza Screens • The Ultimate in Bake DisksPizza Pans... Round, Square, & Rectangular
Sauce/Cheese Rings • Pan CoversPizza Cutters/Knives
33709 Schoolcraft • Livonia, Michigan 48150(734) 421-1060 • FAX: (734) 421-1208
www.paprod.com
P.A. PRODUCTS, Inc.BAKEWARE SPECIALISTS
PIZZA OVENS CONT. PIZZA PEELS
Stone Deck, Pizza Dome, and Bakery
www.univexcorp.comTel. 800-258-6358 Fax. 603-893-1249
PIZZA SUPPLIES
National Marketing, Inc.
734-266-2222 Fax: 734-266-2121Manufacturers’ Direct Pricing • Call or order online • We export
www.nminc.com800-994-4664
• Pizza Preparation and Delivery Products •
pmq.com/Recipe-Bank/
September 2014 pmq.com 95
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THE PIZZA EXCHANGE PIZZA INDUSTRY RESOURCE GUIDE
BEST CHOICE PRINT & MARKETING EXPERTS ................................................For over 25 YearsBest Prices & Quality: ............................................................. Menus, Flyers, Door hangers, Post CardsPrint & Mail, Menus or Postcards .................................................................... Includes postage 27.5 eaWWW.bcms.US .................................................................................................. or call 800-783-0990
PRINTING REFRIGERATION
ARMANINO FOODS ....................................................................................................Fine Italian Sauces30588 San Antonio Street, Haywood, CA...........................................................................866-553-5611 Email: [email protected] ............................... www.armaninofoods.com
SECURITY
SOCIAL MEDIA
WARNING!Social Media / Online ReputationManagement Requires Professionals
Don’t Risk Trying It YourselfCall the experts 800.926.2451 ext. 318
movingtargets.com
SAUCE
1 - 845 - 564 - 26091 - 877 - 25 - PRINT (77468)
We Will Beat Any Advertised Menu Deals...Guaranteed!!!*
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Visit our Website for our Free Reports, Photo Library & Restaurant Marketing Ideas www.takeoutprinting.com
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Mama G’s Catering is a full line caterer that will come to your home, your business or you can come to us at the Greek Church ( Hellinic Hall ) in downtown Steubenville where we cater. All food is homemade, just like Mama used to make, and we are a full line caterer specializing in roast beef, all kinds of chicken, pork, pasta, delicious side dishes, superb salads, and fantastic desserts just to name a few of our more popular items. We can prepare anything you want.
Weddings? Graduations? Baptisms? Funerals? Business Meetings? Christmas Parties? No matter what the occasion, let Mama do the cooking for you. From 30 to over 300 people we will provide the best of the best in food service to you at a price that can’t be beat.
Full Service Catering Available
DESSERTS
Mama G’s Catering is a full line caterer that will come to your home,
FULL SERVICE CATERING
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1 tray of Reg. Pizza (28 pieces) and1 - 2 liter of pop
ALL FOR ONLY $ 19.95 (pick up only)
SPECIAL # 1(everyday)
6 pcs. of Reg. pizza7 - Boneless Wings2 - Desserts and1 - 2 liter of pop
ALL FOR ONLY $ 16.00
SPECIAL #2(everyday)
14 pcs. of Reg. Pizza1 order of Cheesy Garlic Bread and1 - 2 liter of pop
ALL FOR ONLY $ 16.00
Our selection of delicious Sara Lee Bistro Collection Desserts vary, please ask your server for selections. $2.75 each or 3 for $7.50
PRSRT STD ECRWSS
U.S. PostagePAID
EDDM Retail
Local Postal Customer
ECRWSS
Mama G’sPIZZA
10/2012 © designed & printed by www.takeoutprinting.com
Mama G’sPIZZA
Home Delivery and Phone Orders areWELCOME
HOURS:Sun—Sat 4pm—Midnight
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Please Mention this Ad When You Place Your 11 x 17 Menu Order Some Restrictions may apply. Limited Time Offer. Call for Details.
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WE ALSO OFFER:Takeout Menus • Boxtoppers • Magnets
Flyers • In House Menus Kid’s Menus • Custom Placemats
Business Cards • Post Cards • Rack Cards Stickers • Thank You Cards • Doorhangers
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Mama Mama Mama Mama PIZZAPIZZA
Vitanella’sPizzeria
(845)-563-0144 (845)-563-0127WWW.VITANELLASPIZZERIA.COM
429 South Plank Rd. (RT. 52)Newburgh, New York 12550
429 South Plank Rd. (RT. 52) Newburgh, New York 12550
Open 7 Days a WeekMonday- Saturday 11am-9:30pmSunday 12-8pm
Dine In ~ Take Out ~ Catering
Md 14” lg 18”
Plain Pizza: the original mozzarella cheese and pizza sauce
$10.99 $12.99
Buffalo Chicken: spicy boneless buffalo style chicken and mozzarella
$15.95 $17.99
BBQ Bacon Ranch: tangy BBQ chicken and bacon pieces drizzled with creamy ranch dressing $15.95
$17.99
White w/ Broccoli: seasoned broccoli in a ricotta mozzarella
$15.95 $17.99
White: fresh garlic and ricotta sauce with mozzarella sauce
$11.99 $13.99
Eggplant Delight: battered eggplant, spots of ricotta and marinara sauce with fresh basil $15.95
$17.99
Chicken Parm: breaded chicken, marinara and mozzarella
$15.95 $17.99
Hawaiian: sweet pineapple chunks and smoked ham
$15.95 $17.99
Baked Ziti: baked ziti over pizza crust
$15.95 $17.99
Grandma: fresh mozzarella and plum tomatoes on garlic crust
one size $16.95
Margarita Pesto: mozzarella, plum tomatoes, and pesto
$15.95 $17.99
Romano: marinated artichokes, sundried tomatoes, and tomatoes
$15.95 $17.00
Napolitano: fresh basil, fresh mozzarella, and fresh marinara
$15.95 $17.99
Spinach and Bacon: spinach and bacon over a white sauce
$15.95 $17.99
Spinach and Tomato: tomatoes and spinach & a white sauce
$15.95 $17.99
Vegetarian: spinach, roasted peppers, and mushrooms
$15.95 $17.99
Pesto Chicken: grilled chicken, pesto, and sundried tomatoes
$15.95 $17.99
Cheese Steak: seasoned cheese steak and grilled onions on pizza
$15.95 $17.99
Vitanella’s Special: pepperoni, sausage, peppers, mushrooms, onions, black olives, and extra cheese $15.95 $17.99
Focaccio: peppers, mushrooms, onions, olives, tomatoes, spinach, and basil
$15.95 $17.99
Stuffed Pizza: The Vitanella’s special with two layers of crust
one size $26.99
14” plain pizza & 10 wings $16.99
18” plain pizza & 20 wings $26.99
18” plain pizza & 40 wings $38.99
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Our selection of delicious Sara Lee Bistro Collection Desserts vary, please ask your server for selections.
Round Neapolitan: md. 14” $10.99 Lg. 18” $12.99 Square Sicilian: 18” $14.99
Regular Toppings: md full $1.25 md half $.75 lg full $2.00 lg half $1.00
Pepperoni, sausage, mushrooms, ham, bacon, black olives, onions, peppers, broccoli, spinach anchovies, or extra cheese
Gourmet Toppings: md full $1.95 md half $.95 lg full $2.95 lg half $1.95
Grilled chicken, breaded chicken, roasted red peppers, sliced tomatoes, sundried tomatoes,
basil, eggplant, pesto, prosciutto, fresh mozzarella, artichokes, kalmata olives, ricotta
Pizza
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SPECIALS
Pizza by the SlicePlain: $2.251 regular topping: $2.502 regular toppings: $2.75Gourmet Slice: $3.25Sicilian: $2.50Grandma: $2.50Stuffed Slices: $3.95
Local Postal Customer
ECRWSS
is a full line caterer that will come to your home, or you can come to us at the Greek Church ( Hellinic Hall ) in downtown Steubenville where we cater.just like Mama used to make, specializing in roast beef, all kinds of chicken, pork, pasta, delicious side dishes, superb salads, and fantastic desserts just to name a few of our more popular items. We can prepare anything you want.
Weddings? Graduations? Baptisms? Funerals? Business Meetings? Christmas Parties? No matter what the occasion, let Mama do the cooking for you. From 30 to over 300 people we will provide the best of the best in food service to you at a price that can’t be beat.
is a full line caterer that will come to your home,
FULL SERVICE CATERINGis a full line caterer that will come to your home, your business or you can come to us at the Greek Church ( Hellinic Hall ) in downtown Steubenville where we cater.just like Mama used to make, and we are a full line caterer specializing in roast beef, all kinds of chicken, pork, pasta, delicious side dishes, superb salads, and fantastic desserts just to name a few of our more popular items. We can prepare anything you want.
Weddings? Graduations? Baptisms? Funerals? Business Meetings? Christmas Parties? No matter what the occasion, let Mama do the cooking for you. From 30 to over 300 people we will provide the best of the best in food service to you at a price that can’t be beat.
is a full line caterer that will come to your home, your business
FULL SERVICE CATERING
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10/2012 © designed & printed by www.takeoutprinting.com
Home Delivery and Phone Orders areWELCOME
HOURS:
10/2012 © designed & printed by www.takeoutprinting.com
HOURS:Sun—Sat 4pm—Midnight
11/2
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Home Delivery and Phone Orders are
(845)-563-0144 (845)-563-0144 (845)-563-0144 (845)-563-0144 (845)-563-0144 (845)-563-0144 (845)-563-0144 (845)-563-0144 (845)-563-0144 (845)-563-0144 (845)-563-0144 (845)-563-0144 (845)-563-0144 (845)-563-0144 (845)-563-0144 (845)-563-0144 (845)-563-0144 (845)-563-0144 (845)-563-0144 (845)-563-0144 (845)-563-0144 (845)-563-0144 (845)-563-0144 (845)-563-0144 (845)-563-0144 (845)-563-0144 (845)-563-0144 (845)-563-0144 (845)-563-0144 (845)-563-0144 (845)-563-0144 (845)-563-0144 (845)-563-0144 (845)-563-0144 (845)-563-0144 (845)-563-0144 (845)-563-0144 (845)-563-0127(845)-563-0127(845)-563-0127(845)-563-0127(845)-563-0127(845)-563-0127(845)-563-0127(845)-563-0127(845)-563-0127(845)-563-0127(845)-563-0127(845)-563-0127(845)-563-0127(845)-563-0127(845)-563-0127
WWW.VITANELLASPIZZERIA.COM
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429 South Plank Rd. 429 South Plank Rd. 429 South Plank Rd. 429 South Plank Rd. 429 South Plank Rd. 429 South Plank Rd. 429 South Plank Rd. 429 South Plank Rd. 429 South Plank Rd. 429 South Plank Rd. 429 South Plank Rd. 429 South Plank Rd. 429 South Plank Rd. 429 South Plank Rd. 429 South Plank Rd. 429 South Plank Rd. 429 South Plank Rd. 429 South Plank Rd. 429 South Plank Rd. 429 South Plank Rd. 429 South Plank Rd. 429 South Plank Rd. 429 South Plank Rd. 429 South Plank Rd. 429 South Plank Rd. 429 South Plank Rd. 429 South Plank Rd. 429 South Plank Rd. 429 South Plank Rd. 429 South Plank Rd. 429 South Plank Rd. 429 South Plank Rd. 429 South Plank Rd. (RT. 52)(RT. 52)(RT. 52)(RT. 52)(RT. 52)(RT. 52)(RT. 52)(RT. 52)(RT. 52)(RT. 52)(RT. 52)(RT. 52)(RT. 52)(RT. 52)(RT. 52)Newburgh, New York 12550
Newburgh, New York 12550
Newburgh, New York 12550
Newburgh, New York 12550
Newburgh, New York 12550
Newburgh, New York 12550
Newburgh, New York 12550
Newburgh, New York 12550
Newburgh, New York 12550
Newburgh, New York 12550
Newburgh, New York 12550
Newburgh, New York 12550
Newburgh, New York 12550
Newburgh, New York 12550
Newburgh, New York 12550
Newburgh, New York 12550
Newburgh, New York 12550
Newburgh, New York 12550
Newburgh, New York 12550
Newburgh, New York 12550
Newburgh, New York 12550
Newburgh, New York 12550
Newburgh, New York 12550
Newburgh, New York 12550
Newburgh, New York 12550
Newburgh, New York 12550
Newburgh, New York 12550
Newburgh, New York 12550
Newburgh, New York 12550
Newburgh, New York 12550
Newburgh, New York 12550
Newburgh, New York 12550
Newburgh, New York 12550
Newburgh, New York 12550
Newburgh, New York 12550
Newburgh, New York 12550
Newburgh, New York 12550
Newburgh, New York 12550
Newburgh, New York 12550
Newburgh, New York 12550
Newburgh, New York 12550
Newburgh, New York 12550
Newburgh, New York 12550 Dine In ~ Take Out ~ Catering
Dine In ~ Take Out ~ Catering
Dine In ~ Take Out ~ Catering
Dine In ~ Take Out ~ Catering
Dine In ~ Take Out ~ Catering
Dine In ~ Take Out ~ Catering
Dine In ~ Take Out ~ Catering
Dine In ~ Take Out ~ Catering
Dine In ~ Take Out ~ Catering
Dine In ~ Take Out ~ Catering
Dine In ~ Take Out ~ Catering
Dine In ~ Take Out ~ Catering
Dine In ~ Take Out ~ Catering
Dine In ~ Take Out ~ Catering
Dine In ~ Take Out ~ Catering
Dine In ~ Take Out ~ Catering
Dine In ~ Take Out ~ Catering
Dine In ~ Take Out ~ Catering
Dine In ~ Take Out ~ Catering
Dine In ~ Take Out ~ Catering
Dine In ~ Take Out ~ Catering
Dine In ~ Take Out ~ Catering
Dine In ~ Take Out ~ Catering
Dine In ~ Take Out ~ Catering
Dine In ~ Take Out ~ Catering
Dine In ~ Take Out ~ Catering
Dine In ~ Take Out ~ Catering
Dine In ~ Take Out ~ Catering
Dine In ~ Take Out ~ Catering
Dine In ~ Take Out ~ Catering
Dine In ~ Take Out ~ Catering
Dine In ~ Take Out ~ Catering
Dine In ~ Take Out ~ Catering
Dine In ~ Take Out ~ Catering
Dine In ~ Take Out ~ Catering
Dine In ~ Take Out ~ Catering
Dine In ~ Take Out ~ Catering
Dine In ~ Take Out ~ Catering
Dine In ~ Take Out ~ Catering
Dine In ~ Take Out ~ Catering
Dine In ~ Take Out ~ Catering
Dine In ~ Take Out ~ Catering
Dine In ~ Take Out ~ Catering
Dine In ~ Take Out ~ Catering
Dine In ~ Take Out ~ Catering
Dine In ~ Take Out ~ Catering
Dine In ~ Take Out ~ Catering
Md 14” lg 18”
Plain Pizza: Plain Pizza: the original mozzarella cheese and pizza sauce
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the original mozzarella cheese and pizza sauce
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the original mozzarella cheese and pizza sauce
the original mozzarella cheese and pizza sauce
the original mozzarella cheese and pizza sauce
$10.99 $10.99 $12.99 $12.99
Buffalo Chicken: Buffalo Chicken: Buffalo Chicken: Buffalo Chicken: Buffalo Chicken: Buffalo Chicken: Buffalo Chicken: Buffalo Chicken: Buffalo Chicken: Buffalo Chicken: spicy boneless buffalo style chicken and mozzarella
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spicy boneless buffalo style chicken and mozzarella
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spicy boneless buffalo style chicken and mozzarella
spicy boneless buffalo style chicken and mozzarella
spicy boneless buffalo style chicken and mozzarella
spicy boneless buffalo style chicken and mozzarella
spicy boneless buffalo style chicken and mozzarella
spicy boneless buffalo style chicken and mozzarella
spicy boneless buffalo style chicken and mozzarella
$15.95 $15.95 $17.99$17.99
BBQ Bacon Ranch:BBQ Bacon Ranch:BBQ Bacon Ranch:BBQ Bacon Ranch: tangy BBQ chicken and bacon pieces drizzled with creamy ranch dressing ...
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tangy BBQ chicken and bacon pieces drizzled with creamy ranch dressing ...C
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tangy BBQ chicken and bacon pieces drizzled with creamy ranch dressing
tangy BBQ chicken and bacon pieces drizzled with creamy ranch dressing
tangy BBQ chicken and bacon pieces drizzled with creamy ranch dressing
tangy BBQ chicken and bacon pieces drizzled with creamy ranch dressing $15.95 $15.95
$17.99$17.99$17.99$17.99$17.99$17.99
White w/ Broccoli: White w/ Broccoli: White w/ Broccoli: White w/ Broccoli: White w/ Broccoli: White w/ Broccoli: seasoned broccoli in a ricotta mozzarella
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seasoned broccoli in a ricotta mozzarella
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seasoned broccoli in a ricotta mozzarella
seasoned broccoli in a ricotta mozzarella
seasoned broccoli in a ricotta mozzarella
$15.95$15.95$17.99$17.99$17.99$17.99
White: White: White: White: White: White: fresh garlic and ricotta sauce with mozzarella sauce ...C
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fresh garlic and ricotta sauce with mozzarella sauce ...C
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fresh garlic and ricotta sauce with mozzarella sauce
fresh garlic and ricotta sauce with mozzarella sauce
fresh garlic and ricotta sauce with mozzarella sauce
$11.99$11.99$13.99$13.99$13.99$13.99$13.99$13.99
Eggplant Delight: Eggplant Delight: Eggplant Delight: Eggplant Delight: Eggplant Delight: Eggplant Delight: battered eggplant, spots of ricotta and marinara sauce with fresh basil
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battered eggplant, spots of ricotta and marinara sauce with fresh basil
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battered eggplant, spots of ricotta and marinara sauce with fresh basil
battered eggplant, spots of ricotta and marinara sauce with fresh basil
battered eggplant, spots of ricotta and marinara sauce with fresh basil
battered eggplant, spots of ricotta and marinara sauce with fresh basil
battered eggplant, spots of ricotta and marinara sauce with fresh basil $15.95 $15.95 $15.95 $15.95
$17.99$17.99$17.99$17.99
Chicken Parm: Chicken Parm: Chicken Parm: Chicken Parm: Chicken Parm: Chicken Parm: breaded chicken, marinara and mozzarella
breaded chicken, marinara and mozzarella
breaded chicken, marinara and mozzarella 10/2012 © designed & printed by www.takeoutprinting.com
breaded chicken, marinara and mozzarella 10/2012 © designed & printed by www.takeoutprinting.com
breaded chicken, marinara and mozzarella 10/2012 © designed & printed by www.takeoutprinting.com
breaded chicken, marinara and mozzarella 10/2012 © designed & printed by www.takeoutprinting.com
$15.95 $15.95 $15.95 $15.95 $17.99$17.99
Hawaiian: Hawaiian: Hawaiian: Hawaiian: Hawaiian: Hawaiian: sweet pineapple chunks and smoked ham
sweet pineapple chunks and smoked ham
10/2012 © designed & printed by www.takeoutprinting.com
sweet pineapple chunks and smoked ham
10/2012 © designed & printed by www.takeoutprinting.com
sweet pineapple chunks and smoked ham
$15.95 $15.95 $15.95 $15.95 $15.95 $15.95 $15.95 $15.95 $17.99$17.99
Baked Ziti: Baked Ziti: baked ziti over pizza crust
baked ziti over pizza crust
baked ziti over pizza crust
$15.95 $15.95 $17.99$17.99
Grandma: Grandma: Grandma: Grandma: fresh mozzarella and plum tomatoes on garlic crust
fresh mozzarella and plum tomatoes on garlic crust
fresh mozzarella and plum tomatoes on garlic crust
one size $16.95 $16.95
Margarita Pesto:Margarita Pesto: mozzarella, plum tomatoes, and pesto
mozzarella, plum tomatoes, and pesto
$15.95 $15.95 $17.99$17.99
Romano: Romano: marinated artichokes, sundried tomatoes, and tomatoes
marinated artichokes, sundried tomatoes, and tomatoes
$15.95 $15.95 $17.00$17.00
Napolitano:Napolitano: fresh basil, fresh mozzarella, and fresh marinara
fresh basil, fresh mozzarella, and fresh marinara
$15.95$15.95$17.99$17.99
Spinach and Bacon: Spinach and Bacon: spinach and bacon over a white sauce
spinach and bacon over a white sauce
$15.95$15.95$17.99$17.99
Spinach and Tomato:Spinach and Tomato: tomatoes and spinach & a white sauce
tomatoes and spinach & a white sauce
$15.95$15.95$17.99$17.99
Vegetarian: Vegetarian: spinach, roasted peppers, and mushrooms
$15.95 $15.95 $17.99$17.99
Pesto Chicken:Pesto Chicken: grilled chicken, pesto, and sundried tomatoes
grilled chicken, pesto, and sundried tomatoes
$15.95 $15.95 $17.99$17.99
Cheese Steak: Cheese Steak: seasoned cheese steak and grilled onions on pizza
seasoned cheese steak and grilled onions on pizza
$15.95 $15.95 $17.99$17.99
Vitanella’s Special: Vitanella’s Special: pepperoni, sausage, peppers, mushrooms, onions, black olives, and extra cheese
pepperoni, sausage, peppers, mushrooms, onions, black olives, and extra cheese
pepperoni, sausage, peppers, mushrooms, onions, black olives, and extra cheese
pepperoni, sausage, peppers, mushrooms, onions, black olives, and extra cheese $15.95 $15.95 $17.99 $17.99
Focaccio:Focaccio: peppers, mushrooms, onions, olives, tomatoes, spinach, and basil
peppers, mushrooms, onions, olives, tomatoes, spinach, and basil
peppers, mushrooms, onions, olives, tomatoes, spinach, and basil
$15.95 $15.95 $17.99$17.99
Stuffed Pizza: Stuffed Pizza: The Vitanella’s special with two layers of crust
The Vitanella’s special with two layers of crust
one size $26.99$26.99
18” plain 18” plain pizza & pizza & 20 wings
20 wings 20 wings 20 wings $26$26$26$26$26$26$26$26$26$26$26$26$26$26$26$26$26$26$26$26$26$26$26$26
FULL SERVICE CATERING$26FULL SERVICE CATERINGFULL SERVICE CATERING .99.99.99.99
18” plain 18” plain and we are a full line caterer 18” plain and we are a full line caterer specializing in roast beef, all kinds of chicken, pork, pasta, delicious side dishes,
18” plain specializing in roast beef, all kinds of chicken, pork, pasta, delicious side dishes,
18” plain pizza & pizza &
specializing in roast beef, all kinds of chicken, pork, pasta, delicious side dishes, pizza &
specializing in roast beef, all kinds of chicken, pork, pasta, delicious side dishes, superb salads, and fantastic desserts just to name a few of our more popular items. pizza & superb salads, and fantastic desserts just to name a few of our more popular items. pizza & 40 wings
40 wings Weddings? Graduations? Baptisms? Funerals? Business Meetings? Christmas
40 wings Weddings? Graduations? Baptisms? Funerals? Business Meetings? Christmas Parties? No matter what the occasion, let Mama do the cooking for you. From 30 to
40 wings Parties? No matter what the occasion, let Mama do the cooking for you. From 30 to
40 wings $38$38Parties? No matter what the occasion, let Mama do the cooking for you. From 30 to $38Parties? No matter what the occasion, let Mama do the cooking for you. From 30 to Parties? No matter what the occasion, let Mama do the cooking for you. From 30 to over 300 people we will provide the best of the best in food service to you at a $38
over 300 people we will provide the best of the best in food service to you at a over 300 people we will provide the best of the best in food service to you at a .99.99.99.99over 300 people we will provide the best of the best in food service to you at a .99over 300 people we will provide the best of the best in food service to you at a over 300 people we will provide the best of the best in food service to you at a .99.99
Round Neapolitan: Round Neapolitan:
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Round Neapolitan:
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md. 14” $10.99 $10.99 $10.99 $10.99 $10.99 $10.99 Lg. 18” $12.99 $12.99 Square Sicilian: 18” $14.99 $14.99
Regular Toppings: Regular Toppings:
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Regular Toppings:
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md full $1.25$1.25$1.25$1.25 md half md half $.75 $.75 md half $.75 md half md half lg full $2.00 $2.00 $2.00 $2.00 lg half HOURS:
lg half HOURS:lg half HOURS:lg half HOURS:
$1.00$1.00$1.00$1.00HOURS:$1.00HOURS:HOURS:
Pepperoni, sausage, mushrooms, ham, bacon, black olives, onions, peppers, broccoli, spinach anchovies, or extra cheese
Pepperoni, sausage, mushrooms, ham, bacon, black olives, onions, peppers, broccoli, spinach anchovies, or extra cheese
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Pepperoni, sausage, mushrooms, ham, bacon, black olives, onions, peppers, broccoli, spinach anchovies, or extra cheese
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Pepperoni, sausage, mushrooms, ham, bacon, black olives, onions, peppers, broccoli, spinach anchovies, or extra cheese
Pepperoni, sausage, mushrooms, ham, bacon, black olives, onions, peppers, broccoli, spinach anchovies, or extra cheese
Pepperoni, sausage, mushrooms, ham, bacon, black olives, onions, peppers, broccoli, spinach anchovies, or extra cheese
Pepperoni, sausage, mushrooms, ham, bacon, black olives, onions, peppers, broccoli, spinach anchovies, or extra cheese
Pepperoni, sausage, mushrooms, ham, bacon, black olives, onions, peppers, broccoli, spinach anchovies, or extra cheese
Pepperoni, sausage, mushrooms, ham, bacon, black olives, onions, peppers, broccoli, spinach anchovies, or extra cheese
Pepperoni, sausage, mushrooms, ham, bacon, black olives, onions, peppers, broccoli, spinach anchovies, or extra cheese
Pepperoni, sausage, mushrooms, ham, bacon, black olives, onions, peppers, broccoli, spinach anchovies, or extra cheese
Pepperoni, sausage, mushrooms, ham, bacon, black olives, onions, peppers, broccoli, spinach anchovies, or extra cheese
HOURS:
Pepperoni, sausage, mushrooms, ham, bacon, black olives, onions, peppers, broccoli, spinach anchovies, or extra cheese
HOURS:Sun—Sat 4pm—Midnight
Pepperoni, sausage, mushrooms, ham, bacon, black olives, onions, peppers, broccoli, spinach anchovies, or extra cheeseSun—Sat 4pm—Midnight
Gourmet Toppings: Gourmet Toppings:
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Gourmet Toppings:
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Gourmet Toppings: Gourmet Toppings: md full md full $1.95$1.95$1.95$1.95 md half md half $.95 $.95
md half $.95 md half md half lg fullSun—Sat 4pm—Midnight
lg fullSun—Sat 4pm—Midnight $2.95 $2.95Sun—Sat 4pm—Midnight $2.95Sun—Sat 4pm—MidnightSun—Sat 4pm—Midnight lg halfSun—Sat 4pm—Midnight lg halfSun—Sat 4pm—Midnight $1.95 $1.95Sun—Sat 4pm—Midnight $1.95Sun—Sat 4pm—MidnightSun—Sat 4pm—Midnight lg half $1.95
lg half lg halfSun—Sat 4pm—Midnight lg halfSun—Sat 4pm—Midnight $1.95Sun—Sat 4pm—MidnightSun—Sat 4pm—Midnight lg halfSun—Sat 4pm—MidnightSun—Sat 4pm—Midnight
Grilled chicken, breaded chicken, roasted red peppers, sliced tomatoes, sundried tomatoes,
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Grilled chicken, breaded chicken, roasted red peppers, sliced tomatoes, sundried tomatoes,
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Grilled chicken, breaded chicken, roasted red peppers, sliced tomatoes, sundried tomatoes,
Grilled chicken, breaded chicken, roasted red peppers, sliced tomatoes, sundried tomatoes,
Grilled chicken, breaded chicken, roasted red peppers, sliced tomatoes, sundried tomatoes,
basil, eggplant, pesto, prosciutto, fresh mozzarella, artichokes, kalmata oliv
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basil, eggplant, pesto, prosciutto, fresh mozzarella, artichokes, kalmata oliv
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basil, eggplant, pesto, prosciutto, fresh mozzarella, artichokes, kalmata oliv
basil, eggplant, pesto, prosciutto, fresh mozzarella, artichokes, kalmata oliv
basil, eggplant, pesto, prosciutto, fresh mozzarella, artichokes, kalmata olives, ricottaes, ricotta
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price that can’t be beat.
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1 regular topping: $2.502 regular toppings: $2.75Gourmet Slice: $3.25Sicilian: $2.50Grandma: $2.50Stuffed Slices: $3.95
10/2012 © designed & printed by www.takeoutprinting.com
other sizesavailable7-10 day
turnaround
8½ cents each
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September 2014 pmq.com 97
September 2014 Book.indb 97 8/12/14 5:27 PM
In 1963, Jim Grote’s dad famously warned him, “This whole pizza thing is just a fad .” But with $1,300 borrowed from his father and future father-in-law, Grote opened his first Donatos (donatos .com) pizzeria on the south side of Columbus, Ohio . He’d worked in a pizzeria since he was 13 and bought the Donatos name (traced back to Latin—“to give a good thing”) from a seminarian who operated out of a local bar and tavern .
Fittingly, Grote’s dream was encapsulated in the tagline “goodwill and good pizza,” and he initiated the love with fliers for 25 cents off a pie . On opening day, hungry customers were already lined up . “Jim put ‘edge-to-edge’ pizza on the map—no pesky love handles, just toppings all the way to the edge,” says Donatos spokesperson Tom Santor, with a laugh . “At the same time, Jim was determined to put in place the most sophisticated pizza making system in the industry, with everything broken into weights and measures so that every order was consistent .”
Until Grote perfected his system, he was in no hurry to grow outside the Columbus area . But by 1991, when he started franchising, he had everything down to a science, from his cornmeal-dusted crust and aged provolone base to veg-etables cut fresh daily and proprietary sausage developed with his dad, a butcher . In 1999, McDonald’s purchased the chain, by then considered a gold standard in pizza delivery . But when the company later decided to refocus on burgers, Jim and his daughter, Jane, bought back Donatos, and both remain involved today .
Now, just over 50 years after its auspicious start, Donatos boasts 154 locations (including 102 franchises) in six states and looks ahead to adding new markets while developing current areas . But, most importantly, the pizzeria prides itself on fulfilling its original goal of giving back, working with more than 600 charities and nonprofits in the Columbus area alone . “It’s still our goal to promote goodwill through our product, service, principles and people,” Santor explains . “There is a ribbon of family woven through the entire chain .” —Tracy Morin
From the start, Donatos founder Jim Grote used precise measurements to ensure consistency and turned the “pizza fad” into a 154-location powerhouse.
Donatos
DEPARTMENT TIME CAPSULE
(Clockwise from top) Donatos founder Jim Grote poses with his daughter, Donatos chairman Jane Grote Abell; the original Donatos sign at the first store is still in use today; employees handle a busy night in 1966; the original Donatos team mans its first location; the original Donatos is shown in 1965.
Has your pizzeria been in business for 50 or more years? If so, contact us at [email protected] PMQ Pizza Magazine The Pizza Industry’s Business Monthly
September 2014 Book.indb 98 8/12/14 5:27 PM
September 2014 Book.indb 99 8/12/14 5:27 PM
September 2014 Book.indb 100 8/12/14 5:27 PM
Links to Extra Content Featured Video: Using recipes from Jeff Zeak’s article, “Go With the Dough,” PMQ’s resident chef Brian Hernandez walks you through the steps of creating two simple but profi table appetizers—breadsticks and focaccia.
Bonus Article: In addition to his recipes in “Go With the Dough,” Jeff Zeak serves up dessert recipes for customers with a sweet tooth.
Featured Video: Pizza 360: Menu engineer Gregg Rapp shares his secrets for designing a menu that actually increases your sales.
Featured Video: PMQ reviews hot products at the 2014 National Restaurant Association Show.
Featured Video: View in-depth coverage of the U.S. Pizza Team’s performance at the World Pizza Championship in Italy.
Using recipes from Jeff Zeak’s article,
Bonus Article: In addition to his recipes in “Go With the Dough,”
Featured Video: Pizza 360: Menu engineer Gregg Rapp shares
Featured Video: PMQ reviews hot products at the 2014 National
Featured Video: View in-depth coverage of the U.S. Pizza Team’s
Digital Edition Extra_September14.indd 101 8/22/14 10:43 AM
102 PMQ Pizza Magazine The Pizza Industry’s Business Monthly
DIGITAL EDITION EXCLUSIVE DOUGH VERSATILITY- DESSERTS
DOLE FOOD COMPANY
Digital Edition Extra_September14.indd 102 8/22/14 10:43 AM
September 2014 pmq.com 103
GoDoughIn this bonus article, Jeff Zeak explains how to make a variety of profitable desserts using your everyday dough formulation. By Jeff Zeak
With the
DESSERTS
Cinnamon Roll Dippers• Sheet/roll 10 oz. dough ball to desired thickness
(about 1/8”).• Lightly moisten entire dough surface with water.• Sprinkle moistened dough surface liberally with
cinnamon sugar mixture (see accompanying reci-pe), leaving a 1/2” strip of bare dough exposed at one side of the dough circle.
• Roll up cinnamon-roll style, pinch end seam well and turn seam to bottom.
• Even and size string to 10” long.• Using a French knife or bench scraper, cut string
into 1-1.25” dough pieces (about 8 per string).• Place cut dough pieces on one of their cut sides
in a 8” foil pan greased with margarine (arrange 12 per pan).
• Flatten slightly and cover pan.• Allow to rest/proof for 1-2 hours.• Bake in an impingement oven for 4 to 4.25 min-
utes at 465°F.• After baking cool slightly and dip tops in powdered
sugar/ water icing mixture.
Cinnamon Sugar Mixture• 5 lb. granulated sugar or brown sugar• 3.5 oz. cinnamon• 0.5 oz. cocoa powder• Combine ingredients and blend until uniform.
Why let your dough go to waste? In this article, we’ll show you how to use your existing dough formulation to whip up several moneymaking
dessert items. Here, you’ll learn the basics of creating each item from scratch. Then feel free to get creative and add your own personal twist!
Digital Edition Extra_September14.indd 103 8/22/14 10:43 AM
104 PMQ Pizza Magazine The Pizza Industry’s Business Monthly
At PMQ Pizza Magazine, the M stands for Marketing. Always has, always will. For 17 years, PMQ has focused first and foremost on helping you sell more pizzas through innovative mar-keting strategies and creative promotions. We show you how to drive more traffic on slow nights, earn positive news coverage, develop a large and loyal social media following, and build solid, lasting relationships with community leaders and organizations. Every issue of PMQ is jam-packed with moneymaking ideas, products and solutions. And it’s absolutely free!
Subscribe to PMQ online today at www.pmq.com/Subscribe
Pizza restaurant marketing is an art. And we’re the masters.
Dessert Pizza• Sheet/roll a 10-oz. dough ball to desired diameter
(about 12”).• Brush top of dough with melted butter, margarine
or liquid margarine.• Sprinkle cinnamon/sugar mixture over the entire
dough sheet.• Drain 1 small can of fruit cocktail, 1 small jar of
Maraschino cherries and 1 small can of mandarin oranges. Gently stir them all together. This will cre-ate enough fruit to cover several 12” pizzas.
• Arrange fruit evenly over the top of the pizza, leav-ing a 1” rim around the edge.
• Sprinkle Streusel Topping mixture evenly over the pie (see recipe to the left).
• Bake for 5 to 6 minutes at 465°F.• Allow to cool slightly and drizzle the pizza with a
powdered sugar-water icing mixture or sweetened condensed milk. Drained fruit juice from the fruit cocktail can be mixed with powdered sugar to make a simple icing. Transfer icing mixture to a squeeze-bottle dispenser and place in a metal container with warm water on top of oven for later use.
• For added taste and eye appeal, top with whipped cream or ice cream.
Streusel Topping for Dessert Pizza• 1.75 lb. granulated sugar or brown sugar• 1.5 lb. 50/50 blend of shortening and margarine
or butter• 1 tsp. salt• 1 tbsp. vanilla• 2 lb. flour• (Optional: Add cinnamon to taste for cinnamon
streusel.)• Combine sugar, shortening, margarine or butter,
salt and vanilla and mix well.• Add flour and mix until desired amount of
clumpiness is achieved. Do not over-mix or it will become one big clump.
• Add fat if the mixture is too dry. Add flour if it’s too clumpy.
S’mores Pizza• Par-bake 12” crust with weight on crust for 2½ minutes at
465°F. Crusts can be made ahead of time and stored in the cooler.
• Top par-baked crust with liquid margarine, avoiding the edges.
• Add an even coverage of milk, semisweet chocolate (chips, disks or pieces), Golden Grahams cereal, min-marshmallows and graham cracker streusel (see recipe below).
• Bake for 2 minutes (at the most) at 465°F.• Allow pizza to cool slightly before slicing and serving.
Graham Cracker Streusel Topping• 1 lb. streusel or cinnamon streusel mixture (see above recipe)• 1.5 lb. Graham Cracker crumbs• 0.5 lb. 50/50 blend of shortening and margarine or butter• Mix well. Add fat if the mixture is too dry. Add flour if it’s
too clumpy.
Digital Edition Extra_September14.indd 104 8/22/14 10:43 AM
September 2014 pmq.com 105
At PMQ Pizza Magazine, the M stands for Marketing. Always has, always will. For 17 years, PMQ has focused first and foremost on helping you sell more pizzas through innovative mar-keting strategies and creative promotions. We show you how to drive more traffic on slow nights, earn positive news coverage, develop a large and loyal social media following, and build solid, lasting relationships with community leaders and organizations. Every issue of PMQ is jam-packed with moneymaking ideas, products and solutions. And it’s absolutely free!
Subscribe to PMQ online today at www.pmq.com/Subscribe
Pizza restaurant marketing is an art. And we’re the masters.
Download FREE National Pizza Month
artwork for your advertising campaign
at www.pmq.com/freedownload
Digital Edition Extra_September14.indd 105 8/22/14 10:43 AM
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