PMQ ЯНВАРЬ-ФЕВРАЛЬ 2015
101
JANUARY/FEBRUARY 2015 | WWW.PMQ.COM SECRETS OF THE DOUGH DOCTOR: TOM LEHMANN CURES YOUR PIZZA WOES PAGE 36 ARE YOU READY TO OPEN A SECOND STORE? PAGE 64 HOW TO CHOOSE THE RIGHT MIXER PAGE 44
description
Это первый номер журнала в 2015 году
Transcript of PMQ ЯНВАРЬ-ФЕВРАЛЬ 2015
JANUARY/FEBRUARY 2015 | WWW.PMQ.COM
PMQ PIZZA M
AGAZINE | January/February 2015 | Volume 19, Issue 1
The Pizza Industry’s B
usiness Monthly | P
MQ
.com
SECRETS OF THE DOUGH DOCTOR:TOM LEHMANN CURES YOUR PIZZA WOES PAGE 36
ARE YOU READY TO OPEN A SECOND STORE? PAGE 64
HOW TO CHOOSE THE RIGHT MIXER PAGE 44
JanFeb2014Cover_FinalREVISED.indd 1 12/18/14 10:23 AM
The Original Variable Speed MixerSimple, Sturdy, Since 1915
When dough matters, having the right mixer will create a perfect blend.
Las Vegas Convention CenterMarch 24-26, 2015
Booth # 2143
Varimixer Strong as a Bear.
800-222-1138 • [email protected] • 14240 South Lakes Drive • Charlotte, NC
C-33 Auto BEAR Slicer
02-05 ADS JanFeb14.indd 2 12/17/14 4:11 PM
©2014 Grande Cheese Company For a new view on your business, visit www.grandecheese.com or call 1-800-8-GRANDE.
THIS IS THE CROWD THAT QUALITY BUILT…
ONE PIZZA AT A TIME. Tonight’s crowd is no coincidence. It’s our reward for focusing
on the details that make us the best pizzeria in town. Grande has helped us get there with
premium Italian cheeses that distinguish our menu and the business experience that has helped
build our business…every pizza, every customer, and every time.
WE SE E WHAT YOU SEE.®
02-05 ADS JanFeb14.indd 3 12/17/14 4:11 PM
02-05 ADS JanFeb14.indd 4 12/17/14 4:11 PM
pizzamagazine.com 00
02-05 ADS JanFeb14.indd 5 12/17/14 4:11 PM
Pizza 360: I Dream of Pizza
HOW TO MAKE CUSTOMERS WANT TO PAY MOREOn the Food Network’s “Hungry Games”, Chef Richard Blais showed how to double the price of a $14 pizza using evocative words such as “fresh,” “gooey” and “grandma.” Hearing how something tastes can activate areas of the brain responsible for tasting and smelling. Do your menu descriptions make cus-tomers salivate?(THEPIZZAINSIDER.PMQ.COM)
WHY YOU NEED TO BE ON INSTAGRAMEngagement on Instagram is 15 times higher than Facebook’s, with users spend-ing an average of 257 minutes there per month. Instagram also receives 1,000 comments and 8,500 likes per second! Finally, the number of Instagram users has increased by 66% to 32 million—it’s the fastest-growing mobile app!(SLICEOFLIFE.PMQ.COM)
NEAPOLITAN PIZZA IS JUST WEIRD ENOUGH FOR JAPANJapanese restaurateurs are notorious for their bizarre culinary experiments—horse meat-fl a-vored ice cream, anyone?—but Japanese pizzeria operators are also discovering and honoring the more conservative traditions of Neapolitan pizza
making. Japan has 53 VPN-certifi ed Neapolitan pizze-rias, trailing only Italy and the United States.
(PIZZAWITHOUTBORDERS.PMQ.COM)
PMQ BLOGS
RECENTLY ON PIZZATV.COM
New York’s Jason Feirman has been blogging about his favorite food since 2008. Now the man behind the infl u-ential “I Dream of Pizza” blog wakes up for a chat with Pizza 360 about the New York Pizza Run and common mistakes made by pizzeria operators.
ONLINE AT PMQ.COM
See It to Believe It!See It to Believe It!
All Perfect in 7 Minutes
•
•
•
•
847.830.8747 • [email protected] or visit our website www.ctxautomation.com
Over 5,000 Kitchen of the Future
Ovens
Now Installed!
22
6 PMQ Pizza Magazine The Pizza Industry’s Business Monthly
Online@PMQ_JanFeb15Digital.indd 6 12/23/14 10:14 AM
See It to Believe It!See It to Believe It!
All Perfect in 7 Minutes
• More Consistent Food Quality More Consistent Food Quality
• Improved Customer Food Scores
• Faster Speed to the Table
• Labor Savings Pays forthe Equipment
847.830.8747 • [email protected] or visit our website www.ctxautomation.com
Call or text me at 847.830.8747to arrange for your free airfare
to Chicago to see a demonstration.
Mark Sieron, President, Middleby
Marshall, CTX
Over 5,000 Kitchen of the Future
Ovens
Now Installed!
22
Online@PMQ_JanFeb15.indd 7 12/18/14 10:43 AM
ContentsON THE COVER
36 Born to BakeTom “� e Dough Doctor” Lehmann parlayed a high school screw-up into a prosperous career as the industry’s best-known baking scientist—and has helped countless pizzeria oper-ators make better pizzas along the way. By Rick Hynum
FEATURES
26 Marketing Marvels: Pizzi CafeFrom handwritten notes for new customers totargeting school kids with free pizza certifi cates,Patrick Griswold runs his Ohio pizzeria like a well-oiled marketing machine. By Liz Barrett
44 Mixology 101Learn about the benefi ts and drawbacks of the two most common types of mixers—spiral and planetary. By Tracy Morin
52 Cold & Sweet TreatsWhether you off er three fl avors or 30, there’s a red-hot market for gelato and ice cream. Here’s how to add a scoop or two onto every ticket for higher sales.By Liz Barrett
58 The Secrets of a Marvelous MenuA smart mix of menu design and distribution can help attract new customers, boost frequency and increase average tickets. By Pat Wetherhold
64 Growing Pains: Adding Store No. 2Are you really ready to expand to a second store?Romeo’s Pizza founder Sean Brauser suggests pon-dering eight key questions before taking the plunge. By Sean Brauser
JANUARY/FEBRUARY 2014 | WWW.PMQ.COM
PMQ PIZZA M
AGAZINE | January/February 2015 | Volume 19, Issue 1
The Pizza Industry’s B
usiness Monthly | P
MQ
.com
SECRETS OF THE DOUGH DOCTOR:TOM LEHMANN CURES YOUR PIZZA WOES PAGE 36ARE YOU READY TO OPEN A SECOND STORE? PAGE 64
HOW TO CHOOSE THE RIGHT MIXER PAGE 44
36
44
52
Milk
& H
oney
Dan
ny K
limet
zD
anny
Klim
etz
MEXICAN-STYLE QUESADILLASA flour tortilla filled, folded in half and grilled,
served with a side of mild salsa and sour cream
CHICKEN QUESADILLASTaco seasoned grilled chicken, mozzarella and
cheddar cheese 6.99CHEESESTEAK QUESADILLASServed with sautéed onions 7.49
WESTERN QUESADILLASTaco seasoned grilled chicken, mushrooms,
green peppers, tomatoes, mozzarella and
cheddar cheese 7.49SHRIMP QUESADILLAS 7.99
ITALIAN DINNERSSPAGHETTIWith Meatballs, Meat Sauce or Sausage 9.49
With Garlic & Mushrooms (red or white) 9.49
With Sauce 8.29With Marinara Sauce 8.49With Garlic & Olive Oil 8.49
LASAGNA 11.00BAKED ZITIWith mozzarella, ricotta and sauce 9.49
TWO COUSIN’S ZITIWith mushrooms, meat sauce, ricotta,
mozzarella and sauce 11.00FETTUCCINI ALFREDO 10.00
FETTUCCINI Chicken, broccoli and Alfredo sauce 11.49
SHRIMP ALFREDO Shrimp in Alfredo sauce, served over
linguini 12.99MANICOTTI OR STUFFED SHELLS 10.00
LOBSTER RAVIOLITopped with jumbo shrimp in a pink
sauce 14.99TORTELLINI PRIMAVERAMeat or cheese, with mushrooms, tomatoes
and peas in a white sauce 11.00
RAVIOLI OR TORTELLINIAvailable in meat or cheese, served with red sauce 9.25GNOCCHIServed with tomato sauce or
Alfredo sauce 10.99GNOCCHI ALLA PRIMAVERAWith peas, mushrooms, tomatoes
and Alfredo sauce 12.99RIGATONI FORMAGGIMozzarella, provolone, American and
Parmesan cheese in a pink sauce 9.99
PENNE ALLA VODKAWith a creamy pink vodka sauce 9.25
PENNE FLORENTINEWith bacon and spinach 10.25
EGGPLANT OR CHICKEN PARMESAN
Served over spaghetti 11.00CHICKEN MARSALAOver spaghetti with mushrooms and a
Marsala white wine sauce 12.00BAKED CHICKEN FORMAGGI
Chicken breast in a creamy four cheese
sauce and penne pasta coated with bread
crumbs 12.00
VEAL PARMESANOver spaghetti 12.50VEAL MARSALAOver spaghetti with mushrooms in
a Marsala white wine sauce 12.50SHRIMP FRA DIAVOLO 12.99
PENNE OLD BAYShrimp, mushrooms, spinach and Old Bay
in a creamy Alfredo sauce 13.00SEAFOOD LINGUINIScallops, shrimp and clams in a zesty
marinara sauce 13.99LINGUINI WITH CLAMSWhite or red 11.99
PANINITomatoes, onions and pink sauce, served with a side of chips 7.49
HAM & CHEESE, GRILLED CHICKEN, TURKEY, ITALIAN
WRAPSServed with chips and your choice of white or wheat wrapITALIANHam, salami, provolone,
onions, lettuce, tomatoes and mayo 6.99HAM & CHEESELettuce, tomatoes, onions,
ham, provolone and mayo 6.49
BUFFALO CHICKENChicken steak in a mild sauce,
bleu cheese, mozzarella and cheddar, lettuce, tomatoes and onions 7.49FAJITA WRAPGrilled chicken strips,
green peppers, red onions, cheese, sour cream and mild salsa 7.49
CHICKEN CAESARGrilled chicken strips, romaine
lettuce, Caesar dressing and Parmesan cheese 7.49TURKEYWith American cheese, lettuce,
tomatoes and mayo 7.99PULLED PORKWith chipotle BBQ sauce, fried onions and cheddar 7.99STEAK & SHRIMPChopped steak and
shrimp with cheddar and mozzarella 7.99
58
8 PMQ Pizza Magazine The Pizza Industry’s Business Monthly
TOC_JanFeb15.indd 8 12/17/14 4:13 PM
MEXICAN-STYLE QUESADILLASA flour tortilla filled, folded in half and grilled,
served with a side of mild salsa and sour cream
CHICKEN QUESADILLASTaco seasoned grilled chicken, mozzarella and
cheddar cheese 6.99CHEESESTEAK QUESADILLASServed with sautéed onions 7.49
WESTERN QUESADILLASTaco seasoned grilled chicken, mushrooms,
green peppers, tomatoes, mozzarella and
cheddar cheese 7.49SHRIMP QUESADILLAS 7.99
ITALIAN DINNERSSPAGHETTIWith Meatballs, Meat Sauce or Sausage 9.49
With Garlic & Mushrooms (red or white) 9.49
With Sauce 8.29With Marinara Sauce 8.49With Garlic & Olive Oil 8.49
LASAGNA 11.00BAKED ZITIWith mozzarella, ricotta and sauce 9.49
TWO COUSIN’S ZITIWith mushrooms, meat sauce, ricotta,
mozzarella and sauce 11.00FETTUCCINI ALFREDO 10.00
FETTUCCINI Chicken, broccoli and Alfredo sauce 11.49
SHRIMP ALFREDO Shrimp in Alfredo sauce, served over
linguini 12.99MANICOTTI OR STUFFED SHELLS 10.00
LOBSTER RAVIOLITopped with jumbo shrimp in a pink
sauce 14.99TORTELLINI PRIMAVERAMeat or cheese, with mushrooms, tomatoes
and peas in a white sauce 11.00
RAVIOLI OR TORTELLINIAvailable in meat or cheese, served with red sauce 9.25GNOCCHIServed with tomato sauce or
Alfredo sauce 10.99GNOCCHI ALLA PRIMAVERAWith peas, mushrooms, tomatoes
and Alfredo sauce 12.99RIGATONI FORMAGGIMozzarella, provolone, American and
Parmesan cheese in a pink sauce 9.99
PENNE ALLA VODKAWith a creamy pink vodka sauce 9.25
PENNE FLORENTINEWith bacon and spinach 10.25
EGGPLANT OR CHICKEN PARMESAN
Served over spaghetti 11.00CHICKEN MARSALAOver spaghetti with mushrooms and a
Marsala white wine sauce 12.00BAKED CHICKEN FORMAGGI
Chicken breast in a creamy four cheese
sauce and penne pasta coated with bread
crumbs 12.00
VEAL PARMESANOver spaghetti 12.50VEAL MARSALAOver spaghetti with mushrooms in
a Marsala white wine sauce 12.50SHRIMP FRA DIAVOLO 12.99
PENNE OLD BAYShrimp, mushrooms, spinach and Old Bay
in a creamy Alfredo sauce 13.00SEAFOOD LINGUINIScallops, shrimp and clams in a zesty
marinara sauce 13.99LINGUINI WITH CLAMSWhite or red 11.99
PANINITomatoes, onions and pink sauce, served with a side of chips 7.49
HAM & CHEESE, GRILLED CHICKEN, TURKEY, ITALIAN
WRAPSServed with chips and your choice of white or wheat wrapITALIANHam, salami, provolone,
onions, lettuce, tomatoes and mayo 6.99HAM & CHEESELettuce, tomatoes, onions,
ham, provolone and mayo 6.49
BUFFALO CHICKENChicken steak in a mild sauce,
bleu cheese, mozzarella and cheddar, lettuce, tomatoes and onions 7.49FAJITA WRAPGrilled chicken strips,
green peppers, red onions, cheese, sour cream and mild salsa 7.49
CHICKEN CAESARGrilled chicken strips, romaine
lettuce, Caesar dressing and Parmesan cheese 7.49TURKEYWith American cheese, lettuce,
tomatoes and mayo 7.99PULLED PORKWith chipotle BBQ sauce, fried onions and cheddar 7.99STEAK & SHRIMPChopped steak and
shrimp with cheddar and mozzarella 7.99
TOC_JanFeb15.indd 9 12/17/14 4:13 PM
DEPARTMENTS
16 In Lehmann’s Terms: Adding a Breakfast Item to Your Menu
Tom “� e Dough Doctor” Lehmann off ers tips for creating an individual-size breakfast pizza or calzone.
18 New York’s Finest: Puglia Potato PizzaAfter drinks with a friend, Chef Bruno gets inspired to create a Pugliese pizza with potatoes, anchovies and capers.
20 Accounting for Your Money: “Units of Property” Method Could Prevent Problems With IRS
Any restaurant building owner who plans to write off building-related costs in 2014 should adopt the method of accounting recommended by the IRS.
32 Recipe of the Month: Spicy Garlic Veggie Pizza
If you don’t off er creative meat-free pizza alternatives, such as this mouthwatering veggie pie from DeIorio’s, you’re missing out on a huge moneymaking opportunity.
98 Pizza Hall of Fame: Broadway Pizza� is Twin Cities mainstay is known for a lively bar and diverse menu, but its iconic reputation hinges on founder John Spallacci’s cracker-crust pizza recipe.
Click here for featured video: “Pizza 360” interview with New York blogger Jason Feirman of “I Dream of Pizza”
Click here for featured video: “Cooking with PMQ” installment featuring Tom “The Dough Doctor” Lehmann’s classic pizza dough recipe.
IN EVERY ISSUE
6 Online at PMQ.com
12 Editor’s Note
14 From the Inbox
22 Moneymakers
78 Product Spotlight
85 Advertiser Index
86 Pizza Industry Resource Guide
16
20
32
98
DeI
orio
’s
Bro
adw
ay P
izza
Pizza ExpoMarch 23-26Booth 1169
Visit us at
Exceptional quality has always been our main ingredient. It’s why, for over a century, Bay State Milling has been the choice for those looking to bring only the fi nest fl ours, mixes and custom solutions to consumers.
• Enduring brands • Consistently superior products • Comprehensive portfolio of baking ingredients • Dedicated customer service • In-depth technical knowledge and support
Delivering quality one bag at a time.
© Copyright 2015
For more information on our products, call 1-800-553-5687 or visit www.baystatemilling.com
Preserving Tradition
WINGOLD
Click here for featured video: “Pizza 360” interview with
Click here for featured video: “Cooking with PMQ” installment
10 PMQ Pizza Magazine The Pizza Industry’s Business Monthly
TOC_JanFeb15.indd 10 12/22/14 12:28 PM
Pizza ExpoMarch 23-26Booth 1169
Visit us at
Exceptional quality has always been our main ingredient. It’s why, for over a century, Bay State Milling has been the choice for those looking to bring only the fi nest fl ours, mixes and custom solutions to consumers.
• Enduring brands • Consistently superior products • Comprehensive portfolio of baking ingredients • Dedicated customer service • In-depth technical knowledge and support
Delivering quality one bag at a time.
© Copyright 2015
For more information on our products, call 1-800-553-5687 or visit www.baystatemilling.com
Preserving Tradition
WINGOLD
TOC_JanFeb15.indd 11 12/17/14 4:13 PM
ON THE COVER: Tom “The Dough Doctor” Lehmann has the cure for whatever ails your pizza dough—and he makes house calls! Get to know the industry legend a little better in this month’s cover story, starting on page 36. Photo by Danny Klimetz
Rick HynumEditor-in-chiefPMQ Pizza Magazine
JANUARY/FEBRUARY 2014 | WWW.PMQ.COM
PMQ PIZZA M
AGAZINE | January/February 2015 | Volume 19, Issue 1
The Pizza Industry’s B
usiness Monthly | P
MQ
.com
SECRETS OF THE DOUGH DOCTOR:TOM LEHMANN CURES YOUR PIZZA WOES PAGE 36
ARE YOU READY TO OPEN A SECOND STORE? PAGE 64
HOW TO CHOOSE THE RIGHT MIXER PAGE 44
Marketing Is Still Our Middle Name
Our newer readers may not know this, but PMQ once stood for Pizza Marketing Quarterly, back when we published only four times a year. Marketing, in other words, was our middle name.
(Some of you probably thought it was Harold. An honest mistake. We look like a Harold.) Over time, of course, the magazine evolved and grew, and “quarterly” no longer fi t us. In fact, we are now much more than a print magazine—we are a media company that serves the pizza restaurant industry with the most visited pizza-focused website, a thriving social media presence, a digital edition and app, and a video production studio. (Some might say we’re a multimedia company, but “media” is already plural, and adding “multi” to it seems redundant. � ese are the kinds of things I sit around and think about. No wonder I have no love life.)
And with all these leading-edge media formats bearing the PMQ logo, marketing is still our middle name. Our No. 1 mission is to help you boost your store’s visibility, expand your market share and increase your sales and profi ts. And beginning this month, we have redoubled our eff orts, redesigning our overall look and adding even more marketing content in every issue. “Marketing Marvels,” a Q&A with the indus-try’s most innovative operators, has returned after an extended absence. We’ve renamed our “Pizza Press” section to “Moneymakers,” with an enhanced focus on marketing and promotional ideas and strategies. Our editor-at-large, Liz Barrett, will even produce a recurring column (yet to be titled) chock-full of quick tips for selling more pizza.
We’ve also boosted our font size for better readability, revamped our departments and shortened our articles to give you a faster, easier read. We know you’re busy—we’ll give you the moneymaking info you need quickly, so you can get back to marketing your restaurant right away!
� ere’s only one pizza marketing magazine in the country, and you’re reading it. And it just keeps getting better and better. We hope you’ll come grow with us in 2015!
PUBLISHER Steve Green, [email protected] ext. 123 CO-PUBLISHER Linda Green, [email protected] ext. 121
EDITOR-IN-CHIEF Rick Hynum, [email protected] ext. 130
ASSOCIATE EDITOR Andy Knef, [email protected] ext. 136
EDITOR AT LARGE Liz Barrett, [email protected]
SENIOR COPY EDITOR Tracy Morin, [email protected]
INTERNATIONAL CORRESPONDENT Missy Green, [email protected]
ART DIRECTOR Kara Hoffman, [email protected] ext. 135
GRAPHIC DESIGNER Eric Summers, [email protected]
MEDIA PRODUCER Daniel Lee Perea, [email protected] ext.139
SOCIAL MEDIA DIRECTOR Melanie Addington, [email protected] ext. 133
CHIEF FINANCIAL OFFICER Shawn Brown, [email protected]
CIRCULATION MANAGER Sherlyn Clark, [email protected] ext. 120
DIRECTOR OF OPERATIONS/EVENT COORDINATOR Brian Hernandez, [email protected] ext. 129
ADVERTISINGSALES DIRECTOR Linda Green, [email protected] ext. 121
SENIOR ACCOUNT EXECUTIVE Clifton Moody, [email protected] ext. 138
ACCOUNT EXECUTIVE Tom Boyles, [email protected] ext. 122
ACCOUNT EXECUTIVE Anna Zemek, [email protected] ext 140
SALES ASSISTANT Brandy Pinion, [email protected] ext. 127
PMQ INTERNATIONAL PMQ CHINA Yvonne Liu, [email protected]
PMQ AUSTRALIA-NZ Tom Boyles, [email protected]
PMQ RUSSIA Vladimir Davydov, [email protected]
EDITORIAL ADVISORSChef Santo Brun, Tom Feltenstein, Tom Lehmann Joey Todaro, Ed Zimmerman
CONTRIBUTORS Chef Santo Bruno, Tom LehmannMichael J. Rasmussen
PMQ 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 offi ces 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 .VOLUME 19, ISSUE 1 JANUARY/FEBRUARY 2015
FROM THE EDITOR
12 PMQ Pizza Magazine The Pizza Industry’s Business Monthly
editorsnotejanfeb14FINAL.indd 12 12/17/14 4:13 PM
editorsnotejanfeb14FINAL.indd 13 12/18/14 10:38 AM
SEALED WITH A KISS� ank you very much for the awesome KISS cover poster, and thank you for a great magazine! After working with large franchise restaurant operations for 30 years, I started my own independent store about six years ago. You can feel kind of lonely without all that support, but PMQ really helps to fi ll the void with a wealth of information every month!
Ron Litchfi eldRonDavoo Fried Chicken and Pizza PiesBurlington, IA
FROM THE INBOX
Ron Litchfi eld won a poster version of PMQ’s November 2013 cover, signed by Paul Stanley and Gene Simmons of KISS, in a reader contest held on Facebook.
Giovanni Esposito, owner of Big Daddy’s Pizza, devotes an entire wall of his restaurant to complimentary notes from his customers.
These beautiful—and delicious- looking—ornaments on Big Apple Pizza’s Christmas tree represent a full spectrum of pizzeria dishes.
BUILDING A BRAG WALLAfter getting so many compliments on our food, I placed a ticket pad on our front counter and asked our customers to write down their name and city and tell us about their experience. We thumbtack the notes onto our wall and take a picture, which we post on our Facebook page. It’s impressive to see notes from satisfi ed cus-tomers from Russia, Hawaii, Alaska, Canada and Reno, Nevada!
Giovanni EspositoBig Daddy’s PizzaPottstown, PA
A BIG APPLE CHRISTMASLet the Christmas festivities begin! I’ve been collecting these pizza-themed Christmas ornaments over the years, searching everywhere from pop-up shops in New York to Nordstrom’s and Amazon.com. I’m kind of obsessed with pizza!
Chantale LeyBig Apple PizzaHavelock, NC(Via Facebook)
Giovanni Esposito, owner of Big Daddy’s Pizza, devotes an entire wall of his restaurant to complimentary notes from his customers.
the PRICING IN veGas
vIsIt us at Booth # 2024
Providing All Your PizzA SolutionS PIzzasolutIoN.Com • 855-BuY-oveN (855-289-6836)
855.289.6836855.BuY.ovEnPizzasolution.com
staYs IN veGas
14 PMQ Pizza Magazine The Pizza Industry’s Business Monthly
FromtheInboxJan15.indd 14 12/17/14 4:12 PM
the PRICING IN veGas
vIsIt us at Booth # 2024
Providing All Your PizzA SolutionS PIzzasolutIoN.Com • 855-BuY-oveN (855-289-6836)
Peerless CW200Peerless CW200
Migali C-SP60-24BT Migali C-PP93Migali C-PP93 Migali C-2RMigali C-2R
Peerless C131(SHOWN WITH OPTIONAL STAND)
Peerless Multi-Deck(FOR THOSE SMALL AREAS)
855.289.6836855.BuY.ovEnPizzasolution.com
staYs IN veGas
Edge 30 SingleEdge 30 Single Edge 40 Double Edge 60 Triple
FromtheInboxJan15.indd 15 12/17/14 4:12 PM
Q We have a small store in a high-traffic location and
would like to offer an early-morning breakfast item. Any suggestions?
A How about a small, indi-vidual-size breakfast pizza
or breakfast calzone? To make a breakfast pizza, size your dough to make a 6” or 8” pizza (thin crust seems to work the best). Brush the surface of the dough skin with melted butter and add a thin layer of hash brown potatoes or rehydrated shred-ded potatoes. Then apply breakfast sausage, tomato slices, onion, red and green bell pep-per slices, and bacon pieces. Top the pizza off with a light application of shredded mozza-rella and cheddar cheese. Bake it as you’d bake a regular pizza.
To make a breakfast cal-zone, pin the dough out, us-ing a rolling pin or pie pin, to about 8” in diameter. Wet the
edge of the dough lightly with water and apply a filling made of sautéed onion, red and green bell peppers, precooked break-fast sausage, mushrooms and a scrambled egg. Fold the dough over the filling to create a cal-zone and firmly crimp the edge to seal closed. Carefully cut two vents in the top of each calzone and brush lightly with whole milk. Bake the calzone until it turns golden-brown. As soon as the calzone comes out of the oven, brush it with melted butter and place it under a heat lamp to keep it warm for sale. Place your calzone in a paper sleeve and offer it with a cup of coffee—now you have a ready-made breakfast for people on the go!
Adding a Breakfast Item to Your Menu
IN LEHMANN’S TERMS
Tom Lehmann recently retired as the longtime director of bakery assistance for the American Institute of Baking (AIB). He is now an industry consultant dedicated to helping pizzeria operators make more money. Need more dough advice? Visit the Dough Information Center at PMQ.com/dough.
A small breakfast pizza or calzone can enhance your menu and generate early-morning sales. By Tom Lehmann
Q I’m seeing a lot of products designed to hold the pizza up
off the bottom of the box or pizza circle; this supposedly helps to retain crispiness. Do any of these products actually work?
A We tested this concept back in the early 1980s
by putting the pizzas on a diamond-point cake plate to hold the pizza up off the plate. Indeed, it did help the pizzas maintain their crispiness longer.
Anything we can do to increase the air circulation under the pizza while it’s in the box can help maintain crispiness. Some of these products also help by absorbing some of the oil on the bottom of the pizza, making for a more consumer-friendly pre-sentation. My advice would be to evaluate products from several manufacturers and pick the one that works best for your restaurant.
You carefully select your ingredients and diligently manage the making of your pizza. We at RockTenn do the same for our pizza boxes which are made near you, in North America, by your friends, neighbors, and customers.
Our extensive quality assurance and product certification procedures include testing for potential contaminants and our manufacturing operations are audited by independent third parties for adherence to food contact packaging standards. Does the manufacturer of imported pizza boxes have a commitment to your quality and safety?
For More Information, Contact Us at 816.415.7359 or [email protected]
You Stand Behind Your Pizza.
We Stand Behind Our Box.
© 2014 Rock‐Tenn Shared Services, LLC. All rights reserved. ROCKTENN and the stylized R are trademarks of Rock‐Tenn Company and its subsidiaries and affiliates.
16 PMQ Pizza Magazine The Pizza Industry’s Business Monthly
lehmanndec14.indd 16 12/17/14 4:15 PM
You carefully select your ingredients and diligently manage the making of your pizza. We at RockTenn do the same for our pizza boxes which are made near you, in North America, by your friends, neighbors, and customers.
Our extensive quality assurance and product certification procedures include testing for potential contaminants and our manufacturing operations are audited by independent third parties for adherence to food contact packaging standards. Does the manufacturer of imported pizza boxes have a commitment to your quality and safety?
For More Information, Contact Us at 816.415.7359 or [email protected]
You Stand Behind Your Pizza.
We Stand Behind Our Box.
© 2014 Rock‐Tenn Shared Services, LLC. All rights reserved. ROCKTENN and the stylized R are trademarks of Rock‐Tenn Company and its subsidiaries and affiliates.
lehmanndec14.indd 17 12/17/14 4:15 PM
INGREDIENTS:2 lb. potatoes, scrubbed½ c. extra-virgin olive oil (EVOO)2 garlic cloves12 oz. tomatoes, diced3 anchovies, chopped2 tbsp. capers, rinsedSalt and pepper to taste
DIRECTIONS:Boil potatoes in their skins until tender. Peel and mash the potatoes through a food mill, then beat in 3 tbsp. of EVOO and season with salt and pepper. Heat another 3 tbsp. of EVOO in a medium saucepan. Add garlic and tomatoes. Cook over medium heat until the tomatoes soften and begin to dry out, about 14 minutes.
Preheat the oven to 400°F. Oil a shallow baking dish and spread some mashed potatoes into the dish in an even layer. Cover with the tomatoes and dot with the chopped anchovies and capers. Spread the remaining mashedpotatoes on top of the filling. Brush the top withremaining oil. Bake for 20 minutes or until the top is golden-brown. Serve hot.
Hello, my readers! Here’s a pizza recipe that features potatoes, anchovies, capers and other unusual ingredients—and
I think you’re going to like it. How did the idea for this recipe come about? A friend and I were out having a drink one night and started talking about—you guessed it—pizza! Out of the blue, he asked me, “Do you know how to make Pugliese pizza?” I replied that I had never even heard of it—and I know a lot about pizza.
Puglia is a region of southern Italy, famous for its picturesque seascapes, olive groves and cucina povera (peasant cooking). � e more I learned about Pugliese cuisine, the more I wanted to try my hand at it. My friend and I headed to the store and purchased what we needed to make this pizza. � e next day, we went to work and made one for everybody to try. It was a hit, so now we’re sharing it with you! Mangia!
Puglia Potato Pizza
NEW YORK’S FINEST
Chef Bruno turns to the Puglia region of Italy for a new recipe featuring potatoes, capers and anchovies. By Chef Santo Bruno
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 works on a pizza recipe with his friends, Kaylamarie Constanzo (left) and Antonio Perez of Blend on the Water, a Latin fusion restaurant in New York.
2 lb. potatoes, scrubbed½ c. extra-virgin olive oil (EVOO)
12 oz. tomatoes, diced3 anchovies, chopped2 tbsp. capers, rinsedSalt and pepper to taste
Boil potatoes in their skins until tender. Peel and mash
SLNY Productions
You Know Your Business.We Know Your Customers.
Our team of experts willprescribe your “Magic Pill”—a 6-month Print & Digitalmarketing campaign thatintegrates direct mail, emailand social media marketing.
Notice: Pure marketing magic developed withoutdrugs, genetic modifications or animal testing.
Direct Mail Email Social
Contact a Consultant for a six-month supply...Call 800.926.2451 x337 or visit movingtargets.com
We know your industry too...
©Copyright 2015 Moving Targets18 PMQ Pizza Magazine The Pizza Industry’s Business Monthly
newyorkfinestjan15.indd 18 12/17/14 4:15 PM
You Know Your Business.We Know Your Customers.
Our team of experts willprescribe your “Magic Pill”—a 6-month Print & Digitalmarketing campaign thatintegrates direct mail, emailand social media marketing.
Notice: Pure marketing magic developed withoutdrugs, genetic modifications or animal testing.
Direct Mail Email Social
Contact a Consultant for a six-month supply...Call 800.926.2451 x337 or visit movingtargets.com
We know your industry too...
©Copyright 2015 Moving Targets
newyorkfinestjan15.indd 19 12/17/14 4:15 PM
Q What are the new rules in regard to building write-offs
and repairs?
A � e IRS has been paying close attention lately to
an allegedly abusive practice in which restaurant owners treat some costs for building purchases and improvements as repair expenses in their tax returns, effectively writing off these costs against currentincome.
With IRS scrutiny in mind, any restaurant building owner who has incurred building-relat-ed costs in 2014 needs to adopt the “units of property” account-ing method in 2014, or he may be required to capitalize all re-pair and maintenance expenses. For example, let’s say you have brought in someone to repair your refrigeration lines many times over the past year. � ese expenses do not add up to much
individually, but over the year they can be signifi cant. If you do not use this “units of property” method of accounting, those expenses may have to be capi-talized and written off through depreciation, thus not reducing current-year net income as you might have anticipated.
Many accountants suggest creating a cost segregation study for all building andimprovement expenditures in 2014. � is engineering-based building study would help you acquire the “units of property” details you’ll need. IRS regula-tions do not explicitly require such a study. But these studies allow you to off er solid reasons for the fi gures you use in your tax returns; otherwise, the IRS may disallow those expenses—and even pile on some penal-ties—if you get audited. � e IRS is generally comfortable with cost segregation studies,
“Units of Property” Method Could Prevent Problems With IRS
ACCOUNTING FOR MONEY
Michael J. Rasmussen is the owner of Rasmussen Tax Group (rasmussentaxgroup.com) in Conway, Arkansas. He is also the co-owner of Eyenalyze (eyenalyze.com), a company that provides real-time profi t analysis for restaurant owners.
The tax man is paying special attention to building-related write-offs this year, so make sure you know—and follow—the IRS’ preferred accounting methods. By Mike Rasmussen
since professional engineersoften use them. Without such a study, how would you or your CPA calculate the costs of your building’s units of property, such as the electrical system and plumbing system or, say, thereplacement of old windows with new energy-effi cient win-dows? An independent study provides you with solid evi-dence to support your expense claims.
Whether you commission such a study or not, make sure you discuss any 2014 building repairs or improvements with your accountant before fi ling your 2014 tax return!
Great pizza demands
great cheese.
Successful operators know that great cheese is mandatory when crafting great pizza. Vantaggio
delivers the best quality and value in premium mozzarella cheese. Vantaggio cheeses are made
from the freshest milk using time-honored traditions of the old world to give it superior flavor, melt,
stretch, and consistency, making it the fastest-growing brand in its class. Vantaggio is delivered
exclusively by Bellissimo Foods Distributors. Contact your local Bellissimo representative today to
taste the multiple varieties of Vantaggio Cheese.
Please visit BellissimoFoods.com to locate a distributor in your area,
or call 800-813-2974 and we’ll be happy to assist you.
nice advertising
20 PMQ Pizza Magazine The Pizza Industry’s Business Monthly
AccountingforMoney_JanFeb15.indd 20 12/17/14 4:15 PM
Great pizza demands
great cheese.
Successful operators know that great cheese is mandatory when crafting great pizza. Vantaggio
delivers the best quality and value in premium mozzarella cheese. Vantaggio cheeses are made
from the freshest milk using time-honored traditions of the old world to give it superior flavor, melt,
stretch, and consistency, making it the fastest-growing brand in its class. Vantaggio is delivered
exclusively by Bellissimo Foods Distributors. Contact your local Bellissimo representative today to
taste the multiple varieties of Vantaggio Cheese.
Please visit BellissimoFoods.com to locate a distributor in your area,
or call 800-813-2974 and we’ll be happy to assist you.
nice advertising
AccountingforMoney_JanFeb15.indd 21 12/17/14 4:15 PM
The Brunch Bunch For customers who like to party a bit too hard on the week-ends, Cane Rosso (ilcanerosso.com), with four locations in the Dallas area, off ers a little hair of the red dog that bit you with its brunch special. Held from 11 a.m. to 3 p.m. on Saturdays and Sundays, the promotion features $1 mimosas, breakfast pizzas and other specials, such as ricotta pancakes with Nutella mascarpone.
1
Specialty breakfast pizzas and $1 mimosas are themajor attractions at Cane Rosso’s weekend brunches.
The Monster Cookie GiveawayOregano’s Pizza Bistro (oreganos.com) in Scottsdale, Arizona, celebrated its 21st anniversary November 18 with a cookie giveaway that earned press coverage and customer good will around the area. � ese were no dainty little cookies, either; they were half-pound monsters off ered in four fl avors (choco-late chip, peanut butter and milk chocolate or white chocolate macadamia nut) and served with three scoops of ice cream. No purchase was required, and the giveaway created a bonanza of social media engagement for Oregano’s. � e initial Facebook announcement of the promotion earned 3,770 likes, 495 shares and 181 comments.
2
Oregano’s celebrated its 21st anniversary with a simple cookie giveaway that generated huge buzz on Facebook.
Blow Up Your MenuCreate an enlarged 4’ by 6’ version of your menu and place it in your pizzeria’s front window. It’s a great way to famil-iarize passersby with your off erings and pique their interest.
Quick Tip 1:
MONEYMAKERS
22 PMQ Pizza Magazine The Pizza Industry’s Business Monthly
MoneyMakers_JanFeb14.indd 22 12/17/14 4:17 PM
Rockin’ the ‘StacheMellow Mushroom (mellowmushroom.com) invited mustachioed men nationwide to show off their scruff on Instagram last Novem-ber. For each picture tagged with #MellowMovember, the company donated 25 cents to the Movember Foundation, which focuses on men’s health issues. The company even designed an in-store mus-tache-shaped seesaw, primed for shareable photo ops and “mustache rides” to drive Instagram submissions.
3
Mustaches just got a lot cooler, thanks to Mellow Mushroom and the Movember Foundation.
Costume Drama at Marco’sTwo pizzas are better than one, but free pizza for a year is even better. To promote its new Cheezybread and Pepperoni Mag-nifico pizza combo, Marco’s Pizza (marcos.com), headquar-tered in Toledo, hosted an online “costume combo contest” last October that awarded lucky winners a year’s worth of free pies. Customers uploaded photos of their costume combos (think Batman and Robin or salt and pepper) with the hashtag #CostumeCombos to Facebook, Twitter or Instagram. Marco’s chose 10 finalists and put it to a social media vote. The winner: the “Mario Party,” four children dressed as Mario, Luigi, Toad and Princess from Mario Bros.
Cute kids and costume combos made a recent Marco’s Pizza promo-tion a sartorial success.
4
Spreading the MODnessFor its grand opening VIP Pizza Party in Roseville, Califor-nia, Blast 825 (blast825pizza.com) let representatives from four local charities—Albie Aware, Placer SPCA, Blue Line Arts and Placer Food Bank—“crustomize” a pizza that best represented their organizations. The winner, Placer SPCA’s Sophisticat, featured white sauce, Blast 825’s cheese blend, roasted mushrooms, roasted onions and arugula. The pie was featured at the restaurant for a month and raised $650, which the pizzeria matched for a total donation of $1,300.
5
Blast 825 got four local charities involved in its grand opening in Roseville, California.
January/February2015 pmq.com 23
MoneyMakers_JanFeb14.indd 23 12/17/14 4:17 PM
The Baby BoomDeFazio’s Pizzeria (defaziospizza.com) scored points for irre-sistible cuteness by posting a photo of owner Rocco DeFazio’s
brand-new granddaughter on Facebook. The post earned 170 likes and 19 comments (as of presstime) and reminded followers that DeFazio’s, located in Troy’s Little Italy district, is a family-run and family-friendly pizza business.
6
Checking InGet to know every local hotel desk clerk or concierge by name—and they’ll know your pizzeria by name. Offer them an appealing reward—free meals, a gift card or a dollar for every delivery order that goes into their hotel on a given night—when they recommend your pizzeria to their guests.
Quick Tip 2:
Marco’s Gives Away Pizzas to America’s Veterans
Various locations of the Marco’s Pizza chain (marcos.com) gave away pizzas to veterans and active-duty members of the U.S. Armed Forces for its Veterans Day celebration in November. Anyone with a proper military ID received a free medium one-topping pizza for carryout or pickup orders. Cathy Hull, Marco’s chief marketing officer, said the gesture was small “in comparison to the sacrifices of those who have served or currently serve to protect our freedom. We have hundreds of veteran franchisees and employees in our Marco’s family as well as our veteran and active-duty customers. This is our way of saying thank you.”
Marco’s Pizza is known for helping veterans, military spouses and wounded warriors enter the pizza franchise business.
7
The Hip-Hop Pizza JointBest Pizza Williamsburg (best.piz.za.com) in Brooklyn may look like your typ-ical Brooklyn pizza joint, but its customer base is far from ordinary. Thanks to
chef-owner Frank Pinello’s renowned pies and a hip-hop playlist showcasing artists like the Notorious B.I.G. and Wu Tang Clan, Best Pizza attracts an eclectic clientele ranging from local foodies to rap luminaries and producers (Antonio “L.A.” Reid, A$AP Rocky, Action Bronson and SpaceGhostPurrp, to name a few). According to Billboard, Bronson drops in once a week for the chicken parmesan and a blast of Wiz Khalifa, and members of Brooklyn rap group Pro Era are also big fans of Best Pizza’s no-frills menu.
8
STEVE GAWLEY
DeFazio’s Pizzeria posted this image of the owner’s new grandchild with a simple caption that read, “Shhhh! Don’t wake her, it’s Rocco’s granddaughter!”
Rapper and producer L.A. Reid, shown here with Mariah Carey, is one of Best Pizza Williamsburg’s many famous fans.
MONEYMAKERS
[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.
ENTERPRISE
HeadsetsTimersMobile AppsRewardsLoyaltyReporting
QSRBar
PizzeriaDelivery
Drive ThruFine Dining
PDQPOS THE COMPLETE SUITE OF POS PRODUCTS
CALL NOW: 877.968.6430
24 PMQPizzaMagazine The Pizza Industry’s Business Monthly
MoneyMakers_JanFeb14.indd 24 12/17/14 4:18 PM
Quick Tip 2:
MoneyMakers_JanFeb14.indd 25 12/18/14 11:38 AM
After 80 years as a Conneaut, Ohio, favorite, Piz-zi Café (pizzicafe.com) could probably get by on word-of-mouth alone. But owner Patrick Gris-
wold has never been satisfied with the status quo, which is why he runs the historic pizzeria like a well-oiled marketing machine. Whether it’s personalized direct mail campaigns, rewards for customer referrals, or free dinners for school district employees, Pizzi Café imple-ments more than 100 marketing strategies each year, and Griswold shares some of the best with us here:
PMQ: Tell us about the history of Pizzi Café. Patrick Griswold: Pizzi Cafe was founded by Italian immigrants Tony and Mary Pizzi in 1934. Round pizza was unknown in those days in the region, and by mis-
take Tony and Mary only had round pie (as in apple pie) baking pans to use when they brought their family’s square pizza recipe to Ohio. We are one of the 25 oldest pizzerias in the United States. The history/story includes our cozy brick building and, obviously, our 80-year-old recipe that uses the finest and freshest ingredients—still the same after 80 years—plus the raised sides of our crust, similar to a dessert pie.
PMQ: Who is your average customer? Griswold: We are not the normal neighborhood pizza place. We are somewhat of a destination and draw our clients from up to an hour away. Our clients prefer a premium product, outstanding but unrushed service, and a warm and friendly atmosphere.
From direct mail campaigns to customer referral rewards, this Conneaut, Ohio, institution carries out 100-plus marketing strategies every year. By Liz Barrett
M A R K E T I N G M A R V E L S :
Pizzi Café
26 PMQPizzaMagazine The Pizza Industry’s Business Monthly
MarketingMarvels.indd 26 12/17/14 4:17 PM
PMQ: What are the top three ways you market to new customers? Griswold: Personalized direct mail (not menu drops!), current customer referral programs and social media. � e fi rst letter we send to new leads is eight—that's right, eight—pages long. If they don’t respond, we will then send twofollow-up pieces with the same $20 discount off er.
PMQ: You mentioned “current customer referral programs.” Do you have an actual program, or are you referring to word-of-mouth?Griswold: Our recent referral contest generated more than 100 new customers. We inserted a fl ier, which off ers the referring customer a chance to win a $500 gift card and $20 off to thosereferred, into our monthly newsletter that’s mailed to every customer.
PMQ: What are the top three ways you market to existing customers? Griswold: 1) Within a week of their fi rst visit, new customers are shipped a Pizzi Café coff ee mug with a handwritten note from me and my wife, thanking them for choosing our restaurant. � e mug contains a refrigerator magnet, Her-shey Kisses and tea bags. One customer noted
that he has purchased several automobiles from one car dealer and never received such an ac-knowledgment of appreciation for his business. Imagine how many people he has told about our coff ee mug! 2) We send customers a monthly newsletter as well as birthday and anniversary postcards. 3) We practice “four-walls marketing” in our store.
When customers aren't enjoying the pizzas (made with peasant dough) at Pizzi Cafe, they're entertaining themselves with origami demon-strations.
Our recent referral contest generated more than 100 new customers.
—Patrick GriswoldPizzi Cafe
Get a Marketing Makeover!If you’re serious about growing your sales through marketing and are willing to put in the work it takes to be successful, Pat Griswold wants to help you. But Pat can only accept four coaching clients for 2015, so hurry! To learn more, visit Higher2015Sales.com. Success stories will be printed in a future issue of PMQ.
Anthony "Tony" Pizzi founded Pizzi Cafe with his wife Mary in 1934. Current owner Patrick Griswold continues to focus on the "personal touch" that made the restaurant so popular in its early years.
January/February 2015 pmq.com 27
MarketingMarvels.indd 27 12/17/14 4:17 PM
%PMQ: What kind of returns do you see with direct mail that you send to prospective customers, and how do you track it?Griswold: We record how many pieces of direct mail we send, how many were returned, and the total spent compared to the cards returned. For instance, we mailed out an off er for Pizzi Cafe’s 80th birthday this past summer. � e fi rst mailing was 1,212 postcards, which cost us $415. Of that, 164 cards were redeemed (13.5%), and the total revenue was $6,588. So for every $1 we spent, $16 came back. Pretty good ROI!
PMQ: What are a few examples of your four-walls marketing?Griswold: We advertise our catering, since someone always has a party, event or other occasion to provide food for. Also, we sell gift cards,apparel and coff ee mugs, and we even ship frozen pizza to our customers’ family members who no longer live in the area. � ese items are always promoted inside our restaurant.
PMQ: How do you collect names and addresses for your loyalty program and direct mail?Griswold: We purchase lists in the neighborhoods of our best customers and send them our three-step mail campaign with a strong off er. When they come in with the unique cou-pon, we know they are new, and our servers introduce them to our VIP Club and sign them up. We have pre-printed forms for them to complete
while waiting for their food or at the end of their meal. We also drive traf-fi c to our website and Facebook page, where they can sign up themselves and receive an immediate strongoff er by email. Our average customer spends about $780 a year with us. For every list of 1,000 leads we send the three-step campaign to, we spendapproximately $2,250 and get 45 new customers, worth $35,000 per year. Who can argue with that result?
PMQ: How have you overcome marketing challenges over the years?Griswold: By automating things as much as possible and being disci-plined with regard to getting things done. We now have a monthly checklist and budget the time to get it done. We implement well over 100 marketing strategies every year.
PMQ: How do you stay involved with your community?Griswold: We are big supporters of the schools and hand out pizza cer-tifi cates every day to “good kids.” We also send all of the school districtemployees (four districts) a free din-ner certifi cate (along with a nice let-ter) at the beginning of the school year, thanking them for what they do.
PMQ: How does your loyalty program work?Griswold: We use Sales Builder from Granbury Restaurant Solutions, which off ers completely automated email, point tracking, rewards, follow up, SMS, print and more.
PMQ: Do you offer delivery and/or online ordering? Griswold: We have had onlineordering for years and have just started delivery; after 80 years, we thought it was time!
If you get the customers you currently have to come in just one more time per month, it will increase your business 30% to 50%. —Patrick Griswold, Pizzi Cafe
Even the parking lot at Pizzi Cafe is a market-ing zone. Griswold has created a number of humorous and self-promotional parking signs for his customers' amusement and to grab the attention of passersby.
GRAIN CRAFT
For more information visit us at graincraft.com
Chattanooga Office: Grain Craft/MM/PFM 201 W. Main Street – Suite 103 Chattanooga, TN 37409 423-265-2313
Kansas City Office: Grain Craft/CFP
2001 Shawnee Mission Parkway Mission Woods, KS 66205
913-890-6300
28 PMQ Pizza Magazine The Pizza Industry’s Business Monthly
MarketingMarvels.indd 28 12/17/14 4:17 PM
GRAIN CRAFT
For more information visit us at graincraft.com
Chattanooga Office: Grain Craft/MM/PFM 201 W. Main Street – Suite 103 Chattanooga, TN 37409 423-265-2313
Kansas City Office: Grain Craft/CFP
2001 Shawnee Mission Parkway Mission Woods, KS 66205
913-890-6300
MarketingMarvels.indd 29 12/17/14 4:17 PM
PMQ: Can you share a few of your best tips for those who are struggling with marketing their pizzeria?Griswold: If you do not have a customer data-base, start building one immediately! If you are spending money on traditional advertising, stop at once and first focus only on communicating with the customers you already have. If you get the customers you currently have to come in just one more time per month, it will increase your business 30% to 50%. While that may sound farfetched, it’s the truth. Also, while social media is important and here to stay, it should be just a part of your overall marketing plan. By a big margin, we get much more return on investment using personal-ized direct mail than any other type of marketing. Think of your business having a volume control for sales. As bad as you may think things are, you can probably “crank it up” much, much higher than you ever thought possible.
Liz Barrett is PMQ’s editor at large and author of Pizza: A Slice of American History. Pizzi Cafe makes every effort to attract younger customers.
�For samples, more information or to schedule a meeting with one of our specialists,
call 1-800-331-MEAT.
Try our old school p� za toppings — same great recipe since 1978
� �Cook these pizza toppings under the cheese for best results
�Old School P� za Toppings
©2014 Capital Wholesale Meatswww.fontanini.com
Featuring ourSpicy Italian Sausage Topping
The perfect size for your pie! Item # P63326 12-14 pieces/oz.
30 PMQPizzaMagazine The Pizza Industry’s Business Monthly
MarketingMarvels.indd 30 12/18/14 10:48 AM
�For samples, more information or to schedule a meeting with one of our specialists,
call 1-800-331-MEAT.
Try our old school p� za toppings — same great recipe since 1978
� �Cook these pizza toppings under the cheese for best results
�Old School P� za Toppings
©2014 Capital Wholesale Meatswww.fontanini.com
Featuring ourSpicy Italian Sausage Topping
The perfect size for your pie! Item # P63326 12-14 pieces/oz.
MarketingMarvels.indd 31 12/17/14 4:17 PM
RECIPE OFTHE MONTHSpicy Garlic Veggie Pizza Recipe and image provided by DeIorio’s
CRUST:1 14” thin-crust dough shell
BASE:2 tsp. olive oil2 cloves garlic, pressed2 tbsp. hot sauce
TOPPINGS:7 oz. mozzarella cheese, shred-ded1 purple onion, thinly sliced1½ oz. red peppers, sliced thin6 or 7 Kalamata olives, brokenGarlic powderDried parsley fl akesSalt and pepper to taste� inly sliced tomatoField greens (such as fresh basil, spinach or arugula, lightly oiled)
INSTRUCTIONS:Preheat oven to 400°F. Place the thin-crust dough shell on a pizza screen. Brush the entire surface with olive oil, including the edges. Measure hot sauce into a small dish; press fresh garlic into the hot sauce and combine. Brush the area that will be covered by cheese with the hot sauce/garlic mixture.
Spread out a layer of moz-zarella cheese. Artfully arrange the red pepper strips, purple onion and Kalamata olives. Season with salt, pepper, parsley fl akes and garlic pow-der, making sure to cover theedges. Slide onto a pizza brick and bake until mozzarellabegins to bubble. Remove from oven when the cheese bubbles begin to show a hint of brown. Add tomato slices and fi eld greens. Slice and serve.
3 Tips for Meat-Free MarketingIf you don’t offer meat-free pizza alternatives, you’re missing out on a moneymaking opportunity. Vegetarians and vegans account for only about 6% of the U.S. population, but they’re often deeply loy-al to restaurants that accommodate their dietary needs. Consider these ideas for marketing to the meat-free crowd:
1. Put some thought and creativity into your vegetarian/vegan pizzas. Don’t just pile random veggies on a dough crust. Look for unique toppings that complement each other and offer a few spe-cialty pies that your competitors don’t have.
2. Call attention to the veggie dishes on your menu. Use a green V to highlight specifi c pizzas, or create a veggie section on the menu.
3. Choose substitutes, such as dairy-free cheese or mock meats, carefully. Test them in your recipes and get input from vegetarian customers to make sure you stock the best-tasting ingredients. Host a vegetarian sampling night to solicit feedback.
32 PMQ Pizza Magazine The Pizza Industry’s Business Monthly
RecipeofMonth_JanFeb2015.indd 32 12/19/14 10:08 AM
RecipeofMonth_JanFeb2015.indd 33 12/17/14 4:16 PM
Bacio Spread_JanFeb2015.indd 34 12/17/14 4:20 PM
Bacio Spread_JanFeb2015.indd 35 12/17/14 4:20 PM
TomLehmannFeature_JanFeb14.indd 36 12/17/14 4:19 PM
Tom “The Dough Doctor” Lehmann is the pizza industry’s go-to man for all dough-related problems, providing solutions backed by decades of hard science and research.
Tom Lehmann was just a fresh-faced high school kid in Chicago when he discovered—quite by ac-cident—his life’s calling. For his senior year, he
thought he’d signed up for a course in world economics, but when he arrived for the first day of class, he was the only male in the room. It was, in fact, a home econom-ics class, a course most boys shied away from. “At first I felt like an idiot,” he recalls. “But I soon came to the realization that I was the only boy in a class of nearly 30 girls. I thought, ‘Hmmm, this might not be too bad after all.’”
As screw-ups go, Lehmann could not have made a bet-ter one. In addition to meeting new girls, he discovered that dress patterns could be used to make car seat covers and that baking was cooler than he’d ever imagined. “In
those days, students in home economics learned how to plan and prepare healthy meals, and that included bak-ing,” he says. “We baked cookies, breads and rolls. This was the spark that ignited my lifelong interest in baking. If not for that, I might be making seat covers for cars today, and this conversation would never be taking place.”
Call it fate. Call it destiny. Call it what you will, but Lehmann was clearly born to bake. Known far and wide today as “The Dough Doctor,” he has become one of the country’s leading experts on pizza dough and pizza mak-ing. He is the industry’s go-to man for all problems related to dough, and his solutions are backed by decades of hard science and research at the Manhattan, Kansas-based American Institute of Baking (AIB). Now, the recently retired Lehmann is a free agent, a consultant-for-hire
Steered by fate—or destiny—to become one of the country’s leading dough experts, Tom “The Dough Doctor” Lehmann has the cure for whatever ails your pizza. By Rick Hynum Photography by Danny Klimetz
BAKEBorn to
Free Download & Bonus Video!
Download Tom Lehmann’s e-book for free: The PMQ Dough Information Center’s Survival GuidePMQ.com/freedownload
Cooking with PMQ: Tom shares his classicpizza dough recipe in this exclusive video with PMQ’s Brian Hernandez. PizzaTV.com
January/February2015 pmq.com 37
TomLehmannFeature_JanFeb14.indd 37 12/22/14 12:31 PM
with a genuine passion for teaching his craft—and for helping pizzeria operators improve their recipes and sell more pizzas.
FROM PIZZA FAN TO BAKING SCIENTISTReaders of Lehmann’s longtime PMQ column, “In Leh-mann’s Terms,” may get the impression of a sober-minded technician in a white lab coat, tirelessly analyzing the biochemical properties of yeast and the role of microbes in enzyme degradation. Lehmann can and will explain that kind of stuff until your head starts spinning—he has a ready answer for just about every dough-related question. “I am a scientist,” he says. “I make no bones about it.”
But � e Dough Doctor isn’t all business. Aff able, chatty and quick to smile, Lehmann is also an avid outdoorsman who’s just as happy in a deer stand as he is in the kitchen. He likes a good joke and loves a bad one—the worse, the better. “My oldest son, Jerry, and I like wordplay, andevery once in a while we really get into it, leading to groans from everyone present,” he says with a grin. “Come to think of it, that was a pretty common reaction from my fellow staff members at AIB.”
He also has a lifelong love for pizza. As a kid, his favorite pies came from Ed and Joe’s Pizzeria (ednjoes.com) in Tinley Park, Illinois, the Chicago suburb where he grew up. “When I was about 12 years old, I liked pizza so much that my parents would conveniently forget to call
me in when my dad brought pizza home for dinner,” he says. “� is allowed the rest of the family to get their share before I dove into it.”
After getting bitten by the baking bug in high school and working full-time in a couple of bakeries, Lehmann studied the science behind the craft in a resident program at AIB, then located in Chicago. When AIB off ered him a job as a baking technologist in 1965, Lehmann took it and never looked back. Two years later, he found his niche as a pizza dough guru. “� e AIB staff used to go to Gino’s Pizzeria in Chicago for lunch,” he recalls. “I thought, ‘Rather than all of us going up there, why don’t we bring Gino’s to AIB? Why don’t we make it ourselves?’ So I set out over a few months’ time to replicate Gino’s pizza, and, lo and behold, we did it. I think that may have been the last time the staff went out for pizza.”
Prior to his recent retirement, Lehmann made a career of studying and evaluating pizza ingredients for the American Institute of Baking.
Tom Lehmann paid a visit to the PMQ Test Kitchen in Oxford, Mississippi, to share his dough-making expertise and discuss his plans for the future as an industry consultant.
Be Inspired. Be Creative. Be Original.
©Ferrero 2014
People in more than 200 countries around the world enjoy Nutella®, the original hazelnut spread®.1 Be creative by adding Nutella® to your menu and offer your customers the brand they love. Now available in a variety of foodservice sizes.Use Nutella® to create unique and delicious pizzas and other creative items your customers are sure to love.
✓ Gluten free ✓ ✓
✓ ✓ ✓
✓
To request your FREE Nutella® Starter Kit3 and to learn more about adding Nutella® to your menu, call 410-268-0030 ext. 259 or visit www.nutellafoodservice.com/start for more information. Your FREE Nutella® Starter Kit includes:
✓ Nutella® Usage Guide ✓ Nutella® Information Guide ✓ Recipes Inspired by Nutella® ✓ Samples to inspire the imagination:
- 6 Portion Control packs - 1 - 26.5 oz. Jar 1Nutella Fun Facts Presentation2Excludes 0.52 oz. Portion Control packs3For new customers only. While supplies last.
Calzone with Ricotta and Fresh Berries made with Nutella®
38 PMQ Pizza Magazine The Pizza Industry’s Business Monthly
TomLehmannFeature_JanFeb14.indd 38 12/17/14 4:19 PM
Be Inspired. Be Creative. Be Original.
©Ferrero 2014
People in more than 200 countries around the world enjoy Nutella®, the original hazelnut spread®.1 Be creative by adding Nutella® to your menu and offer your customers the brand they love. Now available in a variety of foodservice sizes.Use Nutella® to create unique and delicious pizzas and other creative items your customers are sure to love.
✓ Gluten free ✓ Certified Kosher ✓ No artificial colors or preservatives
✓ No peanuts ✓ 12-month shelf life ✓ Non-GMO ingredients
✓ Re-sealable containers2
To request your FREE Nutella® Starter Kit3 and to learn more about adding Nutella® to your menu, call 410-268-0030 ext. 259 or visit www.nutellafoodservice.com/start for more information. Your FREE Nutella® Starter Kit includes:
✓ Nutella® Usage Guide ✓ Nutella® Information Guide ✓ Recipes Inspired by Nutella® ✓ Samples to inspire the imagination:
- 6 Portion Control packs - 1 - 26.5 oz. Jar 1Nutella Fun Facts Presentation2Excludes 0.52 oz. Portion Control packs3For new customers only. While supplies last.
Calzone with Ricotta and Fresh Berries made with Nutella®
TomLehmannFeature_JanFeb14.indd 39 12/18/14 10:55 AM
But Lehmann still had plenty to learn. “I discovered that everything I knew about yeast-leavened products—such as breads, buns and rolls—did not apply to pizza. There was a whole separate technology needed to steer pizza. That set me on a quest to identify what that tech-nology really entailed, and it has taken all these years to figure it out and, you might say, unravel that DNA.”
As word of Lehmann’s expertise spread, pizza makers from around the country began to seek his advice. It started with a small frozen pizza manufacturer that was struggling with dough shrinkage. “After a short visit to their facility, I got their problem resolved, and my future as a pizza consultant was cast in stone,” he says. “I began writing about pizza technology and authored a num-ber of AIB technical bulletins on pizza. I soon found
We Raise the Bar. We Set the Standard.Tel. 800-258-6358Fax. 603-893-1249
For more informationon our deck or dome
ovens, mixers, dividers,or dough equipment
please visitwww.univexcorp.com
or give us a callor give us a call
The Univex Pizza SystemMix, divide, round, spin, and bake.
Everything you need to consistently make Your Perfect Pizza
Lehmann insists that he is, first and foremost, a baking scientist. “I can make pizza, but compared to what other people do out there, I wouldn’t come anywhere near calling myself a pizza chef,” he says.
“The greatest joy does not come from helping someone. It comes from helping someone without being asked.” —Tom “The Dough Doctor” Lehmann
40 PMQPizzaMagazine The Pizza Industry’s Business Monthly
TomLehmannFeature_JanFeb14.indd 40 12/17/14 4:19 PM
TomLehmannFeature_JanFeb14.indd 41 12/17/14 4:19 PM
myself consulting with independent pizzeria operators and wholesale manufacturers; then came the chains, pizza shows, PMQ, and the rest, as they say, is history.”
TIPS FROM THE MASTERAs director of bakery assistance at the nonprofit AIB, Lehmann helped countless pizzeria operators improve their products during a career that spanned nearly 50 years. Whatever your questions may be, it’s hard to stump The Dough Doctor—he has heard them all. And many problems, he says, come down to one thing: dough man-agement. “The one thing I find missing in the industry is that people do not have an appreciation for the impor-tance of time and temperature,” he notes.
So what general tips would Lehmann share with PMQ readers? Just wind him up, and watch him go.
d Remember to cross-stack dough boxes. Once your dough balls are made, they begin heating up at the rate of about 1° per hour, Lehmann notes, so they need to be cooled down rapidly. “When you don’t cross-stack those dough boxes in the cooler, you trap in the heat and the dough continues to grow and ferment,” he says. “By the next morning, you open the box up and, rather than finding six individual dough balls, you’ve got one large dough piece. This will not work.”
d Don’t add seasoning to your dough mix. “If you do that, you’ve just made 50 to 80 pounds of dough with that one flavor profile,” Lehmann notes. “Now you can only hope every application for which this dough will be used is compatible with that flavor profile. If you want a garlic-flavored
crust, buy a garlic-flavored butter oil and brush it on immediately after baking. It will be absorbed into the dough and give you a beautiful shine, and that garlic flavor will really pop from the heat of the crust. You can do that with other herbs, too.”
d Add semolina flour for a crispier crust. “If you add a little bit of semolina—up to about 25%—good things happen to it,” The Dough Doctor observes. “You get a little improvement in flavor and a lot of improve-ment in crispiness.” Too much semolina, however, can hurt the final product, especially for carryout and delivery. Lehmann compares the resulting crust to a Goodyear tire. “We’re talking very tough, very chewy. My advice is to keep it under 50%, preferably 25%.”
d Tomato slices make the best sauce. “Just slice up some garden-fresh, ripe tomatoes about 3/16” thick, pat them dry and lay them over the surface of the dough skin,” he suggests. “That makes an excellent sauce.” Whole canned tomatoes or tomato fillets also do the trick. “The visuals are fantastic. Now your customer can see the chunks of tomato, and when you bite into it, you get that burst of tomato
To make your pizza sauce, Lehmann advises a simple approach: Simply lay slices of ripe, garden-fresh tomatoes (or canned whole tomatoes or filets, depending on the time of year) over the dough surface, along with whole basil leaves and sliced or crushed garlic. “At no point do you have to blend and stir a sauce,” he says.
“The one thing I find missing in the industry is that people do not have an appreciation for the importance of time and temperature [in dough management].” —Tom “The Dough Doctor” Lehmann
42 PMQPizzaMagazine The Pizza Industry’s Business Monthly
TomLehmannFeature_JanFeb14.indd 42 12/17/14 4:19 PM
Handpicked and packed fresh & ripe with generations of tradition, Ciao brand Italian Peeled Tomatoes are produced specifically to meet the needs of Chefs and Pizzaioli alike. We take extra
care in selecting our tomatoes to assure maximum maturity of raw materials. These tomatoes are
packed in a heavy juice with added fresh basil to yield the perfect balance of whole tomatoes to
fragrant, fresh tomato puree according to our most ancient tradition of the Vesuvio region.
Ciao Italian peeled tomatoes,serve them with pride!
Exclusive North American Importer:Orlando Food Sales, Maywood, NJ (T) 201-368-9197 | www.orlandofoods.com
“Say Hello toCiao Tomatoes
and shake hands with True Italian Tradition”
Italian Peeled Tomatoes
fl avor. You don’t have to worry about your spice blend being wrong—what spices have we added?”
� Create layers of fl avors in your pizzas. Too many pizza makers make every bite taste the same, Leh-mann observes. “It’s very predictable. I think to-day’s consumer is looking for something more in-teresting, maybe a little more garlic in this bite or a little less, so the fl avor impact changes with each bite. We call that layering of fl avors. It’s not one constant fl avor—it’s a constantly changing fl avor.”
ON THE LOOSELehmann may be retired from AIB now, but his ded-ication to the pizza business hasn’t waned in the least. Freelance consulting keeps him as busy as ever, only now he gets to pocket the fees himself—and after near-ly half a century of working for a nonprofi t, it’s safe to say he’s earned that right. But the erudite Dough Doctor is the fi rst to admit he still doesn’t know every-thing about pizza making. “� ere’s always something new to be learned,” he says. “I once coined a saying: Fear not the man who knows not everything, but fear most the man who knows everything, for he knows not what he does not know.”
Lehmann often peppers his conversations with prov-erbs of his own creation, many of which speak volumes about his character and philosophy of life. “� e great-est joy,” he likes to say, “does not come from helping someone. It comes from helping someone without be-ing asked.” To which he adds, “� e most underused words in the English language are, ‘Here, let me help you with that.’”
One thing’s for sure: Lehmann has helped a lot of pizza makers solve their dough problems and make bet-ter pizzas. And he doesn’t plan to stop anytime soon. “I used to have a true passion for learning the technology behind pizza production, but now my true passion is helping others to understand it and to produce quality pizza,” he says. “I also like the challenge of working with the wholesale pizza and pizza crust manufacturers, since their technology is a bit diff erent from retail pizza production. Every problem is a challenge that needs unraveling, and each problem is unique. So I’m always trying to fi nd a solution and learning something new in the process. � at’s what makes my life so interesting.”
Rick Hynum is PMQ’s editor in chief.
January/February 2015 pmq.com 43
TomLehmannFeature_JanFeb14.indd 43 12/17/14 4:19 PM
MIXOLOGY101As a pizzeria operator, dough is your
currency, in more ways than one: You make the dough to earn the dough. So it’s
crucial to purchase the right mixer for handling your most important commodity. But mixers can also be used to churn out other essential ingredients—including sauce, cheese and top-pings—at the pizzeria every day. Considering factors such as capacity, versatility, speed and durability, a mixer can help your sales soar or fasten a choke hold on production and profits.
So what are the benefits and drawbacks of the two most common types of mixers, spiral and planetary? Which is right for you? Or should you invest in both? We spoke with experts to delineate the differences and help you make a decision that could impact your operation for years to come.
Learn the differences between planetary and spiral mixers—and how to choose the “right mix” for your operation. By Tracy Morin
Dan
ny K
limet
z
44 PMQPizzaMagazine The Pizza Industry’s Business Monthly
mixology.indd 44 12/17/14 4:18 PM
MIXOLOGY
January/February2015 pmq.com 45
mixology.indd 45 12/17/14 4:19 PM
#THE SPIRAL SPECIALTYIn pizzerias, spiral mixers have a single focus: making dough. They’re thus named because of the motion of the hook—similar to a corkscrew turning, but in reverse (as many newbies have discovered, if it turns the other way, it pulls the dough up and out of the bowl). Jay Burton, general manager at One World Commissary, which provides dough to Pizza X (pizzaxbloomington.com) in Bloomington, Indiana, notes that spiral mixers come in many different sizes, but, typically, they’re much larger than planetary mixers. “Most planetary mixers are measured by bowl size, usually in quarts,” he explains. “Since spiral mixers are used almost exclusively for dough, they are measured by how much dough they can make.” For example, One World uses planetary mixers with a 60-quart capacity for sauce, while the spiral mixer for making dough measures out at 334 quarts—spinning out a maximum 551 pounds of dough at a time.
Even though spiral mixers have a greater capacity, they take up the same space footprint, notes Tom “The Dough Doctor” Lehmann, a Manhattan, Kan-sas-based consultant and trainer for the pizza and baking industries. “Spirals will mix a larger dough and do it just as efficiently, but thanks to a large bowl and a small spi-ral, you don’t need as much horsepower as a planetary,” he says. “Mixing dough is also not as abusive on a spiral mixer, because the dough is in constant contact with the agitator. So, simply due to the mixing action itself, spiral types tend to be more durable and last longer.”
With spiral mixers , the dough mixing attachment and the bowl holding the ingredients both spin, and spiral mixers usually have a fixed
dough hook (so they can’t accommodate different attachments), Burton adds. “A spiral mixer is great if you’re making large volumes of dough,” he says. “Last week, we made six tons! I couldn’t imagine trying to do that with a small planetary mixer. Plus, having the bowl spin while the dough hook is mixing the dough ensures that the dough won’t get overworked in one spot of the batch; all of the ingredients are mixed evenly.”
For a high-volume pizzeria, Burton believes a spiral mixer is the optimal choice, since it requires less time and less labor to make more product. But Lehmann adds that even if your pizzeria isn’t currently high-volume, it’s important to consider the future when choosing a mixer. Because spiral mixers can mix at 25% capacity, you can use a 200-pound-capacity mixer to mix only 50 pounds of flour, or up to 250 pounds, since spirals are designed to hold up to excess capacity. “You can’t get that wide latitude with a planetary mixer,” Lehmann says. “Some operators end up needing to double their dough capacity by buying a new mixer, but you don’t have to do that if you choose the right mixer to begin with. Look at where you want the mixer and your business to be within the next three to five years.”
If you’re looking to grow production at your pizzeria—or branch out to additional or larger locations—a spiral could be the right choice for you. Or if you’re looking for a mixer only to mix dough, Lehmann also recommends a spiral model. “Many commissary operations large and small, which supply dough to several locations, lean heavily toward spiral mixers because they’re used more frequently, more hours during the day,” he notes. “Plan-etary mixers can be more prone to need ‘attentive duty,’
Most planetary mixers are measured by bowl size, usually in quarts. Since spiral mixers are used almost exclusively for dough, they are measured by how much dough they can make.
—Jay BurtonOne World Commissary
As manager of One World Com-missary in Bloomington, Indiana, Jay Burton oversees dough production for five Pizza X stores. One World Commissary
46 PMQPizzaMagazine The Pizza Industry’s Business Monthly
mixology.indd 46 12/17/14 4:19 PM
# The Strength of Traditionmade in Naples
WHY CAPUTO?• Only pure wheat is
used in our flours, never any additives or preservatives.
• Through our longstanding relationships with top wheat farmers around the world, we select only the best wheat available every season.
• We mill slowly, sacrificing speed for quality to avoid damaging the protein and gluten.
• Each of our flours was developed in concert with the Pizzaioli, pasta makers, and pastry chefs. We work with them to continiously assure our flour performs to their expectations.
Exclusive North American Importer:Orlando Food Sales, Maywood, NJ (T) 201-368-9197 | www.orlandofoods.comwww.CaputoFlour.com
PMQ RECIPE BANKpmq.com/recipebank
Search through hundreds of recipes and view our special
how-to recipe videos in the PMQ Recipe Bank!
PMQ’s Test Chef Brian Hernandez walks you through all of the steps for creating authentic Neapolitan pizza dough in this exclusive PMQ video.
HOW TO MAKENEAPOLITAN PIZZA DOUGH
• John Arena’s Eggplant Pizza• Bacon Cheeseburger Pizza• Pretzel Crust Pizza• Broccoli Rabe PizzaAnd many more!
January/February 2015 pmq.com 47
mixology.indd 47 12/17/14 4:19 PM
whereas a spiral mixer is pretty much bulletproof—when mixing dough, it’s in its element.”
PLANETARY ALIGNMENTOn the other hand, perhaps you would like to remain a one-location independent and your output tends to be lower-volume. Or maybe your mixer needs to perform more tasks than simply mixing dough. A planetary mixer can meet these needs. � is mixer is named for its design: the mixing attachment turns, but the bowl remains sta-tionary, like the Earth rotating around the sun, Burton explains. “I’m not sure if planetary mixers are more popu-lar in pizzerias, but I can see why they could be,” he says. “� e thing I like most about the planetary mixer is that most, including my 60-quart model, have a power take-off unit, or PTO, that can take multiple attachments.”
Hence, One World can utilize its planetary model for a variety of needs: Veggie slicers, cheese graters, meat grinders and juicers are just a few of the attachments that can be added. “I love the veggie slicer attachment,”
Burton enthuses. “It saves a ton of labor and gives you a consistently uniform product.”
Lehmann agrees that an operator should fi rst consider what he needs the mixer to do. “Do you want the same mixer to mix sauce in addition to dough? Are you saving money by buying block cheese and want to grind it your-
$There are some advantages to a planetary mixer. With the removable bowl and hook, cleaning is done in a fraction of the time. They’re also much more versatile and make cheese grating possible.
—Mark Altarac, Precision North America
Planetary mixers can handle multiple attachments, allowing for tasks such as slicing toppings, while spiral mixers spe-cialize in large-capacity dough making.
Five Key Takeaways1. There is no signifi cant
price difference between spiral and planetary mixers.
2. Spiral mixers have one job in the pizzeria kitchen: mixing dough. But what they lack in versatility, they make up for in speed and quality.
3. Spiral mixers are ideal for high-volume pizzerias. A planetary mixer works better for a lower-volume single-unit operator. But even if your pizzeria isn't currently high-volume, keep potential future growth in mind when choosing a mixer.
4. Unlike the spiral mixer, the planetary mixer, with its ability to support multiple attachments, is also good for mixing sauces, grinding cheeses and shredding vegetables.
5. Higher-volume operators should consider buying both spiral and planetary mixers. The quality and volume of a spiral mixer’s dough coupled with the versatility of the planetary model makes for an unbeatable combination.
Takeaways
One
Wor
ld C
omm
issa
ry
48 PMQ Pizza Magazine The Pizza Industry’s Business Monthly
mixology.indd 48 12/17/14 4:19 PM
self?” he asks. “If so, you’re probably much better served with a planetary because it has an attachment hub—and I don’t know of any spirals with an attachment hub.”
As far as dough mixing action, planetary and spiral mixers off er similar performance and handling of dough, so versatility is often a key factor in choosing one over the other. And Lehmann confi rms that planetary types are indeed more common in pizzerias today. � ey also cost about the same as spiral types.
“For smaller-volume pizzerias, I would suggest a plane-tary mixer,” Burton concludes. “� e time- and labor-sav-
ing attachments, not to mention the diff erent mixing attachments, make this a do-it-all option.”
BEST OF BOTH WORLDSWhen operators are in the market for a new mixer, Leh-mann asks, “What’s wrong with your existing mixer?” If the operator requires more capacity, he asks if the mixer is used for anything else, such as sauce or cheese, and if it has suitable capacity for those other jobs. “If they say, ‘Sauce and cheese capacity aren’t a problem, but we simply can’t mix enough dough,’ I ask, ‘Is it possible to move your
We make our pepperoni the same way, every day, to ensure a consistent, authentic texture and flavor.
For the highest quality pepperoni that makes every pizza taste better...choose LIGURIA.
Cut Our S
ample Against Yours.
Contact Us T
oday!
PizzaiolosHalfPgAd.indd 1 8/28/14 3:53 PM January/February 2015 pmq.com 49
mixology.indd 49 12/17/14 4:19 PM
planetary to the side and add a 100-pound-capacity spiralmixer?’” Lehmann explains. “If you have that ex-tra space, purchasing a spiral would be a much betteroption than a second 100-quart planetarymixer.” Ultimately, Lehmann says the planetary is a “jack of all trades, master of none,” while a spiral is more aptly described as “very good at what it does and nothing else.”
Indeed, you might fi nd that the “right mix” for your store
involves having both types on hand for diff erent applica-tions. “For higher-volume stores, I would strongly recom-mend buying both spiral and planetary mixers,” Burtonsays. “� e dough volume and quality of a spiral mixer, coupled with the versatility of a planetary mixer, gives your store the best tools for production success.”
Tracy Morin is PMQ’s senior copy editor.
Spiral mixers are ideal for high-volume oper-ations; mixers at One World Commissary can easily produce tons of dough per week.
A planetary mixer will more closely simulate hand kneading for New York-style pizza and is best suited for planetary action. A spiral mixer will give the dough a more even mix, which is better suited for bread or a super-thin Italian-style crust. — Mark Altarac, Precision North America
Follow us—Twitter.com/napicsLike us—Facebook.com/napics
$39
Expert Pizza Advice: We Deliver It at NAPICS ’15!
THE LARGEST AND ONLY PIZZA, ICE CREAM AND SOFT-SERVE EVENT IN THE MIDWEST!
North America Pizza & Ice Cream ShowFebruary 15-16, 2015Greater Columbus Convention Center • Columbus, Ohio
Experienced hands:
A big slice of value:
See, sample, savor:
Pat, stretch and toss:
• Register before Feb. 11, 2015 for JUST $39!• Still a deal even on Feb. 15-16, 2015 for ONLY $59!• Register at napics.com and view program details.
NAPICS: Always a fresh-baked bargain!
JUST
LEARN. EARN. SUCCEED. EVERYTHING YOU NEED.
NAPICS ’15Register with us—NAPICS.COM
NEW
“BUSINESS OVER BREAKFAST”
50 PMQ Pizza Magazine The Pizza Industry’s Business Monthly
mixology.indd 50 12/17/14 4:19 PM
Follow us—Twitter.com/napicsLike us—Facebook.com/napics
$39
Expert Pizza Advice: We Deliver It at NAPICS ’15!
THE LARGEST AND ONLY PIZZA, ICE CREAM AND SOFT-SERVE EVENT IN THE MIDWEST!
North America Pizza & Ice Cream ShowFebruary 15-16, 2015Greater Columbus Convention Center • Columbus, Ohio
Experienced hands: Free one-on-one counsel from a host of operator veterans.
A big slice of value: Big exhibit hall, lots of seminars, easy to access venue and affordable to attend.
See, sample, savor: Taste countless pizza products and see endless equipment demos.
Pat, stretch and toss: Numerous hands-on seminars make you part of the action.
• Register before Feb. 11, 2015 for JUST $39!• Still a deal even on Feb. 15-16, 2015 for ONLY $59!• Register at napics.com and view program details.
NAPICS: Always a fresh-baked bargain!
$39JUST
Free to attendees of NAPICS ’15 is our first-ever Business Over Breakfast networking event on Sunday, Feb. 15 at 8:30 a.m. No better way to kick off NAPICS than by sharing ideas with business peers over a meal and asking questions of an expert panel of pizza and ice cream industry veterans. When breakfast concludes, you’ll already be at the show!
LEARN. EARN. SUCCEED. EVERYTHING YOU NEED.
NAPICS ’15Register with us—NAPICS.COM
NEW
“BUSINESS OVER BREAKFAST”
mixology.indd 51 12/18/14 3:55 PM
52 PMQPizzaMagazine The Pizza Industry’s Business Monthly
IceCream-Gelato_JanFeb14.indd 52 12/17/14 4:22 PM
No matter what the flavor, Americans find frozen treats hard to resist.
Everyone has a favorite ice cream or gelato flavor. Whether you crave vanilla, mint chocolate chip, butter pecan or rocky road, childhood memories
of running to catch the ice cream truck or meeting up with friends at the local ice cream parlor have instilled a love of frozen treats in all of us. So when consumers have the option to top off a great meal at your pizzeria with a delicious frozen dessert, it’s hard for them to say no. “A good 75% to 80% of our customers come in just for our ice cream,” says Ajan Sathan, owner of Mario’s Ice Cream and Pizza (mariosicecreamandpizza.com) in Naples, Florida, which offers 30 ice cream flavors and the catchy slogan, “Where every day is Sundae.”
While you may not be striving for percentages like Mario’s, the numbers show there is a red-hot market for
frozen desserts year-round, whether you offer three flavors or 30. So let’s explore how you can add a scoop or two onto each ticket.
ICE CREAM VS. GELATOWhen contemplating a frozen dessert to add to the menu, many pizzeria operators first consider the traditional and ever-popular Italian gelato. This rich and creamy taste sensation appeals to consumers seeking out something unique and gourmet. But crafting your own gelato can be an expensive undertaking. If you want to achieve the same quality of gelato that’s found in Italy, the in-vestment in equipment could set you back more than $100,000, according to Taylor Monen, co-owner of Com-munity Pie (communitypie.com) and Milk & Honey
Expand your frozen dessert offerings to increase check averages and draw in new customers. By Liz Barrett
COLD SWEETTreats&
January/February2015 pmq.com 53
IceCream-Gelato_JanFeb14.indd 53 12/17/14 4:22 PM
(milkandhoneychattanooga.com) in Chattanooga, Ten-nessee. “We worked with a chef in Bologna, Italy, to learn how to make authentic gelato and obtain our equipment,” Monen says. “When all of the equipment wouldn’t fit into Community Pie, we opened a satellite location, which turned into our sister restaurant Milk & Honey and now supplies all of the gelato to our pizzeria.”
If you have the equipment, or a supplier with the proper equipment, the flavor combinations are endless when it comes to Italian gelato. If you don’t have your own gelato making equipment, a number of vendors offer artisan gelatos and other desserts in ready-to-serve packages. Additionally, private labeling and co-packing options are available so that you can still create your own distinctive gelato flavors even if you don’t make them yourself.
And since relatively few restaurants offer gelato, entic-ing customers with special weekly flavors is usually easy.
“I’ve created more than 400 recipes over the past two years,” Monen says. “We always have five or six flavors on hand at the pizzeria and have featured specials such as bacon or basil and cream.”
Ice cream, meanwhile, is also widely adored by the masses. Ice cream flavors can range from plain ol’ vanilla to some pretty wild extremes—think horseradish and foie gras—for those who want to become a true dessert destination. “We work with a local company that creates homemade ice creams,” Sathan says. “Some of the most popular flavors are salted caramel crunch with cashews, turtle cheesecake, cake batter, and Superman. We’re able to take requests and customize whatever customers like.”
FINDING A FLAVOR NICHEWith so many flavor possibilities, it’s easy for your fro-zen treat menu to get out of hand. To strike a healthy
To make your own signature gelatos, start by seeking out local suppliers for key ingredients. Milk & Honey, for ex-ample, supplies gelato to its sister restaurant Community Pie. Meanwhile, wholesale suppliers offer ready-to-serve gelato and private labeling options.
“People eat with their eyes, and having a beautiful display case filled with artisan gelato makes it hard to pass up, since gelato is the perfect ending to a good meal.”—Jillian Hillard, PreGel America
Com
mun
ity p
ie
Milk & Honey
54 PMQPizzaMagazine The Pizza Industry’s Business Monthly
IceCream-Gelato_JanFeb14.indd 54 12/17/14 4:22 PM
balance between pizza and desserts, consider off ering a well-publicized but limited rotating fl avor menu, which changes weekly and encourages dessert lovers to return to try more. “We off er a gelato trio option on the menu, which people like to share,” Monen says. “Between 25% and 50% of our customers order gelato after their meal.”
“We always off er vanilla, chocolate, strawberry, and several kid-friendly fl avors such as bubble gum or Scoo-per Hero, which is a fun red, blue and yellow ice cream,” says Maggie Brown, service manager at Sal & Mookie’s New York Pizza & Ice Cream Joint (salandmookies.com) in Jackson, Mississippi. “Our most popular fl avors are defi nitely Mint Chocolate Chip, Butter Pecan, Birthday Cake, and plain old vanilla.”
Sometimes your fl avors will be dictated by your demo-graphic, so pay close attention to who your customers are and what fl avors they gravitate toward. “Naples is a big retirement town, fi lled with people who love to golf and go to the theater next door to our pizzeria,” Sathan notes. “Some of our most popular ice cream fl avors and
Ice, Ice Cream, Baby
TOP 5Ice Cream Flavors 1. Vanilla2. Green tea3. Chocolate4. Coconut5. Strawberry* Source: Grub Hub
Cow Tongue, Raw Horse Flesh, Squid and Snake (Ice Cream City, Tokyo, Japan)
Goat Cheese with Red Cherries, Sweet Corn & Black Raspberries, and Sweet Potato with Torched Marshmallows (Jeni’s Splendid Ice Cream, Columbus, Ohio)
Eskimo Ice Cream—Blend of cranberries, blueberries and cloudberries with globs of animal fat (caribou, seal, whale or reindeer)
Freaky Flavor Favorites
$10.8 billion—U.S. sales of ice cream in 2014
17 liters—Amount of ice cream consumed by average American
73%—Percentage of Americans who say frozen desserts can fit into a healthy diet
Cold, Hard Facts
* Source: Mintel
asfasfasInciaspi enihilignam quamust arum, ulpa voloreptate vendi natur rerenis pratatecae si doluptquatectem rendebi taspe-ru ptatissim laut facia ipicimintur?
January/February 2015 pmq.com 55
IceCream-Gelato_JanFeb14.indd 55 12/17/14 4:22 PM
desserts are ones that our customers remember from their childhood—maple walnut, black cherry, root beer fl oats, soda fl oats, etc.”
SOURCING LOCALLY� e idea of sourcing local ingredients has never been stronger, and it doesn’t stop at ice cream and gelato. “We get all of our milk from a dairy farm about 100 miles
from us,” Monen says. “We get eggs from a family farm in Chattanooga and chocolate from a Nashville chocolate maker, and we use local produce in our recipes. We’ve also created a popular gelato fl avor called the Cold Toddy, which uses a local whiskey from Chattanooga to mimic a Hot Toddy cocktail.”
Can’t make your own ice cream or gelato? Talk to your local distributor to fi nd a national or regional vendor who can provide the right fl avors for you. � en pair them with pastries from a local bakery to show your support for the community and cross-promote with another busi-ness. “All of our scoop shop treats—brownies, pecan bars, chocolate chip cookies, peanut butter cookies, and Cow-boy cookies (an oatmeal cookie with nuts and chocolate chips)—are made at our sister restaurant, Broad Street Baking Company & Cafe,” Brown says.
MARKETING YOUR MELTABLESOne great thing about ice cream and gelato is that the cost to give out a spoonful here and there to drum up word-of-mouth is pretty negligible. Besides, rewarding people around town with a scoop of ice cream or a sun-dae is a fun and nostalgic way to draw people into the pizzeria. “We have great coupons that we give to schools and [fundraisers] for inclusion in goodie bags; we call it a ‘Sweet Treat,’ and it’s good for a single scoop of ice
Sundaes and splits are frozen favorites at Sal & Mookie’s (above); Mallory Strickland, general manager at Milk & Honey in Chattanooga, Tennessee, scoops up a serving of delicious housemade gelato.
Dan
iel P
erea
Sal & Mookies
4 Marketing Takeaways1. Give free servings of gelato or ice cream to small
children with an adult purchase.
2. Host a Senior Sunday event, inviting local seniors over for an old-fashioned ice cream social.
3. Celebrate ice cream-themed holidays, such as Nation-al Ice Cream Month (July), National Ice Cream Day (the third Sunday in July) and National Ice Cream Cone Day (September 22).
4. Invent some offbeat gelato fl avors and give them unusual names that will grab customers’ attention.
56 PMQ Pizza Magazine The Pizza Industry’s Business Monthly
IceCream-Gelato_JanFeb14.indd 56 12/17/14 4:22 PM
cream,” Brown says. “We also celebrate National Scoop of Ice Cream Day and other fun food holidays.”
Sathan agrees that marketing ice cream is easy when you involve your community (remember the old days of the ice cream social?). Mario’s off ers free scoops for kids under three years old with an adult ice cream purchase. Customers can also receive 10% discounts for bringing in a movie ticket, and Mario’s gives dogs a free scoop of vanilla ice cream on Wednesdays. “We coordinate with our local churches and hand out free scoops of ice cream and business cards on Sundays,” Sathan says. “� e people around here appreciate the personal touch; we even host
Senior Sundays at the pizzeria wherein we invite seniors in the community for a meet-and-greet. � ey pay $5 for a sundae and beverage and get to meet new people.”
Monen says she uses social media to cross-promote the gelato off erings from Community Pie and Milk & Honey to fans while utilizing in-store menu chalkboards and signage to alert patrons to new fl avor off erings.
Whether you decide to off er ice cream or gelato, don’t miss out on the opportunity to scoop up more sales with frozen treat options.
Liz Barrett is PMQ’s editor at large.
1.888.480.EDGE • www.edgeovens.com
featuring:
EfficiencyAffordability
SimplicityEase of Installation
Serviceability
5 YEAR
PartsLaborSatisfaction
Edge out the Edge out the Competition
Best Technology Best Bake
“Gelato flavor trends really run the gamut, from salted sweets, such as Salted Caramel, to herb- and tea-infused sorbets, such as Lemon Basil and Peach Tea.”—Jillian Hillard, PreGel America
To boost traffi c on slow afternoons, consider hosting an old-fashioned ice cream (or gelato) social for senior citizens.
January/February 2015 pmq.com 57
IceCream-Gelato_JanFeb14.indd 57 12/17/14 4:23 PM
ITALIAN IL PIATTO DEL SALUMIERE 9.99
TOSSED SALADIceberg lettuce, carrots,
croutons, onions, cabbage,
tomatoes and black olives
Sm 4.49 Lg 5.99
CHEF’S SALADOur tossed salad with ham,
turkey, salami and provolone 7.49
ANTIPASTO SALADOur tossed salad with
pepperoni, sweet peppers,
mushrooms, ham, salami,
cheese and tuna 7.99
FRIED CHICKEN SALAD
Our tossed salad with fried
chicken and sweet peppers 7.99
CHICKEN BREAST SALAD
Our tossed salad, grilled
chicken and sweet peppers 7.99
CHEESEBURGER SALAD
Our tossed salad with two
cheeseburger patties and
sweet peppers 7.99
TUNA SALADOur tossed salad with a tuna
mix and mozzarella 7.49
CHEESESTEAK SALAD
Our tossed salad with sweet
peppers steak and cheese 8.49
TACO SALADIceberg lettuce, onions, diced
tomatoes, cheddar, mozzarella,
ground beef with taco
seasoning and taco chips 7.99
GREEK SALADRomaine, Kalamata olives,
feta cheese, cucumber,
tomatoes, red onions and
shredded Parmesan
cheese 7.99
SHRIMP SALADRomaine, shrimp,
onions, tomatoes,
croutons, cabbage,
carrots and black
olives 8.99
CAESAR SALADRomaine, croutons,
Parmesan cheese and
tomatoes 5.99With chicken add 1.99
With shrimp add 2.99
CALIFORNIA SALADRomaine and iceberg lettuce,
red onions, cherry tomatoes,
crisp corn, Kalamata olives,
carrots and cabbage 5.99
With chicken add 1.99
With shrimp add 2.99
TWO COUSIN’S SIDE ORDER
SPECIALMozzarella sticks, fries, pierogies,
fried mushrooms, fried broccoli and
onion rings 6.99
BRUSCHETTADiced tomatoes, fresh basil, garlic and
fresh mozzarella (5) 5.49
PIEROGIES (6) 4.99
BROCCOLI BITES 5.99
FRIED MUSHROOMS 4.99
MEATBALLS (4) 3.99 With Cheese 4.99
SOUP OF THE DAYAsk your server about our Daily Soup Bowl 4.99
GARLIC BREAD 2.49 With Cheese 3.49
HOMEMADE GARLIC KNOTS (12) 3.99
PIZZA BREAD 4.49
BREADSTICKS 3.99
MOZZARELLA STICKS (6) 5.99
JALAPEÑO POPPERS (6) 6.49
ONION RINGS 4.99
FRENCH FRIES 2.49
PIZZA FRIES 4.25
CHEESE FRIES WITH MOZZARELLA 4.49
BUFFALO FRIES 3.49
BACON CHEESE FRIES With liquid cheddar 5.49
BUTTERFLY SHRIMP BASKET & FRIES
Served with cocktail or tartar sauce 7.49
BUFFALO SHRIMP (12)
Served with a side of bleu cheese 7.99
FRIED CALAMARI 7.99
BAKED NACHOS 6.49
Dressings: French, Ranch, Bleu Cheese, Thousand
Island, Honey Mustard,
Creamy Italian, House Italian,
Low-Fat Italian, Caesar, Greek,
Balsamic Vinaigrette & Raspberry Vinaigrette
All salads are served with garlic bread.
Extra cheese .50
SALADS
BUFFALO WINGSServed with bleu cheese, celery and a choice
of hot, mild or BBQ sauce (6) 4.99 (12) 7.49
(24) 14.79 (36) 21.99 (50) 28.49
BONELESS WINGSserved with bleu cheese and celery (6) 4.99
(12) 6.99
BUFFALO CHICKEN STRIPS
Served with bleu cheese and celery (6)
6.99
FRIED CHICKEN4 pieces served with french fries 7.49
CHICKEN FINGERSServed with french fries 7.00
CHICKEN
APPETIZERS
Menu.indd 58 12/17/14 4:21 PM
Mouthwatering food photogra-phy can make all the difference in successful menu design, as evidenced by this menu from Two Cousin’s Pizza in Lancast-er, Pennsylvania.
We’ve all heard the saying, “You only make one fi rst impression.” Your menu is your restau-rant’s fi rst impression. It’s the fi rst thing your
customers look at when choosing to order a pizza from your restaurant. With the right mix of menu engineer-ing, design and distribution, you can jump-start your business by attracting new customers, while boosting frequency and the average ticket on return customers’ visits. According to experts, a typical restaurant canrealize 15% or more in additional profi t from a menu redesign! Let’s look at several ways you can increase your sales by designing a better menu and getting it in more potential customers’ hands.
COSTING AND RATINGTo get started, carefully consider the profi tability and popularity of every item on your menu, then think about how placement and design will infl uence your customer’s choices. � is is known as menu engineering, and it can work magic on a menu’s moneymaking potential.
� is is not a task to be completed in a few hours or even a few days. It could take weeks, but the hard work will pay off . Here are the steps:1. Costing your menu items. Determine your costs for
each and every item on the menu. � is means break-ing down the costs of every ingredient on each item. What does each item cost you to make? � is will be
Use these simple menu design tricks to increase your sales by 15% or more! By Pat WetherholdITALIAN IL PIATTO DEL SALUMIERE 9.99
TOSSED SALADIceberg lettuce, carrots,
croutons, onions, cabbage,
tomatoes and black olives
Sm 4.49 Lg 5.99
CHEF’S SALADOur tossed salad with ham,
turkey, salami and provolone 7.49
ANTIPASTO SALADOur tossed salad with
pepperoni, sweet peppers,
mushrooms, ham, salami,
cheese and tuna 7.99
FRIED CHICKEN SALAD
Our tossed salad with fried
chicken and sweet peppers 7.99
CHICKEN BREAST SALAD
Our tossed salad, grilled
chicken and sweet peppers 7.99
CHEESEBURGER SALAD
Our tossed salad with two
cheeseburger patties and
sweet peppers 7.99
TUNA SALADOur tossed salad with a tuna
mix and mozzarella 7.49
CHEESESTEAK SALAD
Our tossed salad with sweet
peppers steak and cheese 8.49
TACO SALADIceberg lettuce, onions, diced
tomatoes, cheddar, mozzarella,
ground beef with taco
seasoning and taco chips 7.99
GREEK SALADRomaine, Kalamata olives,
feta cheese, cucumber,
tomatoes, red onions and
shredded Parmesan
cheese 7.99
SHRIMP SALADRomaine, shrimp,
onions, tomatoes,
croutons, cabbage,
carrots and black
olives 8.99
CAESAR SALADRomaine, croutons,
Parmesan cheese and
tomatoes 5.99With chicken add 1.99
With shrimp add 2.99
CALIFORNIA SALADRomaine and iceberg lettuce,
red onions, cherry tomatoes,
crisp corn, Kalamata olives,
carrots and cabbage 5.99
With chicken add 1.99
With shrimp add 2.99
TWO COUSIN’S SIDE ORDER
SPECIALMozzarella sticks, fries, pierogies,
fried mushrooms, fried broccoli and
onion rings 6.99
BRUSCHETTADiced tomatoes, fresh basil, garlic and
fresh mozzarella (5) 5.49
PIEROGIES (6) 4.99
BROCCOLI BITES 5.99
FRIED MUSHROOMS 4.99
MEATBALLS (4) 3.99 With Cheese 4.99
SOUP OF THE DAYAsk your server about our Daily Soup Bowl 4.99
GARLIC BREAD 2.49 With Cheese 3.49
HOMEMADE GARLIC KNOTS (12) 3.99
PIZZA BREAD 4.49
BREADSTICKS 3.99
MOZZARELLA STICKS (6) 5.99
JALAPEÑO POPPERS (6) 6.49
ONION RINGS 4.99
FRENCH FRIES 2.49
PIZZA FRIES 4.25
CHEESE FRIES WITH MOZZARELLA 4.49
BUFFALO FRIES 3.49
BACON CHEESE FRIES With liquid cheddar 5.49
BUTTERFLY SHRIMP BASKET & FRIES
Served with cocktail or tartar sauce 7.49
BUFFALO SHRIMP (12)
Served with a side of bleu cheese 7.99
FRIED CALAMARI 7.99
BAKED NACHOS 6.49
Dressings: French, Ranch, Bleu Cheese, Thousand
Island, Honey Mustard,
Creamy Italian, House Italian,
Low-Fat Italian, Caesar, Greek,
Balsamic Vinaigrette & Raspberry Vinaigrette
All salads are served with garlic bread.
Extra cheese .50
SALADS
BUFFALO WINGSServed with bleu cheese, celery and a choice
of hot, mild or BBQ sauce (6) 4.99 (12) 7.49
(24) 14.79 (36) 21.99 (50) 28.49
BONELESS WINGSserved with bleu cheese and celery (6) 4.99
(12) 6.99
BUFFALO CHICKEN STRIPS
Served with bleu cheese and celery (6)
6.99
FRIED CHICKEN4 pieces served with french fries 7.49
CHICKEN FINGERSServed with french fries 7.00
CHICKEN
APPETIZERS ofaSecretsMENUMarvelous
The
January/February 2015 pmq.com 59
Menu.indd 59 12/17/14 4:21 PM
a time-consuming process, but you can’t determine ideal profi tability for each item until you know how much it’s costing you.
2. Rate your menu items. Look at each menu item in terms of popularity and profi tability. Menu engi-neering experts such as Greg Rapp recommend the following rating system:
STARS—High profi t and high popularity PLOW HORSES—Low profi t, high popularity PUZZLES—High profi t and low popularity DOGS—Low profi t and low popularity
3. Make some tough choices. Now you’ll need todecide which menu items to keep, which ones to change and which ones to get rid of completely.
STARS—Obviously, you want to keep your stars and highlight them on your menu.
PLOW HORSES—People are ordering these products, so they’re defi nitely keepers. How can you change a plow horse item to improve its profi tability? How about pairing it with a salad or soup and raising the price by a dollar?
PUZZLES—Why aren’t customers ordering these items? Are your servers calling attention to them? Do the recipes need improvement? Can you do a better job of highlighting them on your menu?
DOGS—� ere will be some “dog” items that you’ll need to keep on your menu; however, they should not be emphasized in your menu design in any way. If you can get rid of a “dog” entirely, you should do so.
DESIGNING FOR DOLLARSOnce you’ve got a fi rm grip on the popularity and prof-itability of your individual menu items, it’s time to come up with a new design for your menu. A well-designed menu calls attention to the items that make you the most money. Here are some tips to keep in mind:
1. Use visuals to highlight high-profi t menu items. Placing an item in a box with a bolder font and dif-ferent color can help sell more of your high-profi t “star” items. But don’t go overboard—highlight only
MEXICAN-STYLE QUESADILLASA flour tortilla filled, folded in half and grilled,
served with a side of mild salsa and sour cream
CHICKEN QUESADILLASTaco seasoned grilled chicken, mozzarella and cheddar cheese 6.99
CHEESESTEAK QUESADILLASServed with sautéed onions 7.49
WESTERN QUESADILLASTaco seasoned grilled chicken, mushrooms, green peppers, tomatoes, mozzarella and cheddar cheese 7.49
SHRIMP QUESADILLAS 7.99
ITALIAN DINNERSSPAGHETTIWith Meatballs, Meat Sauce or Sausage 9.49With Garlic & Mushrooms (red or white) 9.49With Sauce 8.29With Marinara Sauce 8.49With Garlic & Olive Oil 8.49
LASAGNA 11.00BAKED ZITIWith mozzarella, ricotta and sauce 9.49
TWO COUSIN’S ZITIWith mushrooms, meat sauce, ricotta, mozzarella and sauce 11.00
FETTUCCINI ALFREDO 10.00
FETTUCCINI Chicken, broccoli and Alfredo sauce 11.49
SHRIMP ALFREDO Shrimp in Alfredo sauce, served over linguini 12.99
MANICOTTI OR STUFFED SHELLS 10.00
LOBSTER RAVIOLITopped with jumbo shrimp in a pink sauce 14.99
TORTELLINI PRIMAVERAMeat or cheese, with mushrooms, tomatoes and peas in a white sauce 11.00
RAVIOLI OR TORTELLINIAvailable in meat or cheese, served with red sauce 9.25
GNOCCHIServed with tomato sauce or Alfredo sauce 10.99
GNOCCHI ALLA PRIMAVERAWith peas, mushrooms, tomatoes and Alfredo sauce 12.99
RIGATONI FORMAGGIMozzarella, provolone, American and Parmesan cheese in a pink sauce 9.99
PENNE ALLA VODKAWith a creamy pink vodka sauce 9.25
PENNE FLORENTINEWith bacon and spinach 10.25
EGGPLANT OR CHICKEN PARMESANServed over spaghetti 11.00
CHICKEN MARSALAOver spaghetti with mushrooms and a Marsala white wine sauce 12.00
BAKED CHICKEN FORMAGGIChicken breast in a creamy four cheese sauce and penne pasta coated with bread crumbs 12.00
VEAL PARMESANOver spaghetti 12.50
VEAL MARSALAOver spaghetti with mushrooms in a Marsala white wine sauce 12.50
SHRIMP FRA DIAVOLO 12.99
PENNE OLD BAYShrimp, mushrooms, spinach and Old Bay in a creamy Alfredo sauce 13.00
SEAFOOD LINGUINIScallops, shrimp and clams in a zesty marinara sauce 13.99
LINGUINI WITH CLAMSWhite or red 11.99
PANINITomatoes, onions and pink sauce, served with a side of chips 7.49
HAM & CHEESE, GRILLED CHICKEN, TURKEY, ITALIAN
WRAPSServed with chips and your choice of white or wheat wrap
ITALIANHam, salami, provolone, onions, lettuce, tomatoes and mayo 6.99
HAM & CHEESELettuce, tomatoes, onions, ham, provolone and mayo 6.49
BUFFALO CHICKENChicken steak in a mild sauce, bleu cheese, mozzarella and cheddar, lettuce, tomatoes and onions 7.49
FAJITA WRAPGrilled chicken strips, green peppers, red onions, cheese, sour cream and mild salsa 7.49
CHICKEN CAESARGrilled chicken strips, romaine lettuce, Caesar dressing and Parmesan cheese 7.49
TURKEYWith American cheese, lettuce, tomatoes and mayo 7.99
PULLED PORKWith chipotle BBQ sauce, fried onions and cheddar 7.99
STEAK & SHRIMPChopped steak and shrimp with cheddar and mozzarella 7.99
In a before-and-after menu example from Two Cousin’s Pizza, the “after” page on the right uses reverse type (white on black) to enhance readability and funky headers to add personality.
Do you know what your guests
are thinking?
You can count on GMA Research for a quick, accurate, and affordable way to find out what your guests really think.
Our team of experts has specialized in foodservice and hospitality research since 1970.
For a free consultation on how GMA Research can help you,contact Don Morgan, Senior Partner.
[email protected] (425) 460-880060 PMQ Pizza Magazine The Pizza Industry’s Business Monthly
Menu.indd 60 12/17/14 4:22 PM
Do you know what your guests
are thinking?
You can count on GMA Research for a quick, accurate, and affordable way to find out what your guests really think.
Our team of experts has specialized in foodservice and hospitality research since 1970.
For a free consultation on how GMA Research can help you,contact Don Morgan, Senior Partner.
[email protected] (425) 460-8800
Menu.indd 61 12/17/14 4:22 PM
one “star” item per category (such as specialty pizza, pasta, calzone, etc.) on your menu.
2. Use mouthwatering food photos. People buy with their eyes. Unless you own a fi ne dining restaurant, use food shots in your menu design. But don’t clutter it up with too many pictures; just a few will do.
3. Do not right-justify the pricing on your menu. Tuck the pricing into the end of the item description. � is focuses customers’ attention on the food item itself, not the price.
4. Use vivid adjectives in your descriptions. Item descriptions should not merely list ingredients; they should create desire in the customer to buy this item. Use descriptive words to help your guests taste the food in their minds.
Example: “Before” description: Cheese Fries—French fries, seasoned, with beans and cheese
“After” description: Cowboy Cheese Fries—Sea-soned fries smothered in our famous cowboy beans and sharp cheddar cheese.
5. Delete the dollar signs. Studies have proven that consumers order more items and/or more expensive items if you do not use dollar signs in the pricing.
Everyone knows that the number is the price, so why add the dollar sign? It simply reminds customers that they’re spending their hard-earned dollars!
6. Use common sense about cents. The average restaurant can realize $10,000 or more in incremental revenue in one year by changing cent pricing from $.95 to $.99! Customers probably won’t even notice. Even if they do, a four-penny increase in their favorite dish will not send them running to your competition!
TAKEOUT TAKES OFFIf your pizzeria has a dine-in area, you obviously should have a dine-in menu. If you also off er takeout and/or delivery service, you will need a takeout menu, too. Make sure you carry the branding of your dine-in menu over to your takeout menu. � ere are a number of ways to get these menus into customers’ hands, including:
Place them on your counter in an attractive Lucite rack.
Make sure your servers include a takeout menu with every check and/or doggy bag.
Tape a takeout menu to each pizza box that’s delivered to your customers.
Direct mail your takeout menus to a radius around your location to generate traffi c and increase sales.
Feature your takeout menu prominently on your website.
A restaurant that does not regularly (at least once per year) update its menu pricing is losing potential profi t. � e cost of creating and printing new menus is small when compared to the money you’ll lose by not adjusting your prices. A professionally designed and engineered menu will go a long way toward keeping your restaurant ahead of the curve. Get started on your menu redesign today!
Pat Wetherhold is vice president of Off Page Sales, a division of Gannett Direct Mail Solutions. To learn more about Gannett DMS’ award-winning menu designs and direct mail solutions, email Pat at [email protected].$
A simple way to beef up a sparse menu is to use larger, more appealing photos and text in your design. It also has the added benefi t of increased legibility for older or sight-impaired customers.
Everyone knows that the number is the price, so why add the dollar sign? It simply reminds customers that they’re spending their hard-earned dollars!62 PMQ Pizza Magazine The Pizza Industry’s Business Monthly
Menu.indd 62 12/17/14 4:22 PM
The Perfect Spiral Mixer for the Pizza Industry is Here!
Model ABSFBM-50
American Baking Systems 50 kg/110 pound spiral mixer produces more dough than an 80 quart planetary mixer with better results. The 25 kg /55 pound dough capacity mixer produces more dough than a 40 quart planetary.
• 2 speed digital panels• Manual back-up controls
• Higher Yields• Lower initial operating cost • Lower mixing times• Less heating of mixed dough
Over 60 Years of Combined Service to the Baking Industry
American Baking Systems, Inc.319-373-5006 • Fax: 319-373-5008
[email protected] • www.abs1.net
We offer a complete line of Spiral Dough Mixers, Deck Ovens, Sheeters, and more!
Bakery Equipment • Consulting • Design
January/February 2015 pmq.com 63
Menu.indd 63 12/17/14 4:22 PM
How did I grow Romeo’s Pizza from one unit to 36? � at’s the No. 1 question people have asked me over the years. � ey also ask, “Did you ever
think it would get this big?” My answer to that second question is always the same—absolutely! I always had a plan to grow Romeo’s Pizza (romeospizza.com) into a major brand—and I always believed I could do it. But it took time, energy and focus.
Over the next few months, I’m going to reveal thesecrets to successfully growing a pizza business in a series of PMQ articles. Maybe your goal is simply to open a second store, grow to 10, or even become one of the top pizza companies in the country. Whatever your ambition, this series of articles will help you understand what it takes to grow your business—and grow it successfully.
For starters, I’ve put together this checklist covering the eight key questions to ask yourself before you even think about opening a second store. I always warn people about opening a second store; it is truly the most diffi cult and risky time for your business. It’s the only time when the size of your company will literally double overnight. Hopefully, this checklist will help you avoid or defuse many problems on your way to success.
1 CAN YOUR BUSINESS RUN DAY-TO-DAY WITHOUT YOU?
Before I opened store No. 2, I took an entire summer off from Romeo’s Pizza—well, almost. I worked about 10 hours a week during that period; otherwise, I let my team of managers run the business and put my systems to the
In the fi rst of a series of articles on expanding your pizza business, the founder of Romeo’s Pizza reviews eight key questions you should ask yourself before opening a second store. By Sean Brauser
A D D I N G S T O R E # 2GROWING PAINS:
64 PMQ Pizza Magazine The Pizza Industry’s Business Monthly
growingpains-storeFINAL.indd 64 12/18/14 11:03 AM
test. How else could I fi nd the weaknesses in them? It was the only way to determine whether what I had created could be duplicated with success.
If your store depends on you to make it work, you are not ready to open another store. And the only way to know for sure is to pull yourself out for a while and watch what happens. Developing a solid management team now will ensure success in the future. We have a saying at Romeo’s: “It’s always the manager.” Whether you’ve got a good store or a bad store, it always comes down to the manager. Is your manager good enough to take over?
2 IS YOUR FIRST STORE WILDLY POPULAR AND PROFITABLE?
Simply put, if the sales or the profi ts aren’t there, your pizzeria hasn’t proven that it’s worthy of duplication. All that matters at the end of the day is net cash fl ow. Is your current store the market leader? Is it growing in sales and market share? Do you regularly hear from multiple
sources that you really do have the best pizza in town? If you don’t, you are not ready to grow. A Xerox copy of a faded print only gives a more faded print. Not only must your fi rst store be profi table enough to support you, it must also be profi table enough to support store No. 2 if/when that store requires more cash than expected, which is usually the case!
3 DO YOU HAVE A MARKETING STRATEGY?� is is critical to the success of multiunit operations.
You need an arsenal of marketing weapons to increase market share and grow your sales consistently. A good marketing strategy incorporates planning, execution and measurement. It needs to address such issues as how to get fi rst-time trial, repeat orders, long-term share growth, and whether to use print, TV, digital/social media or some combination of the three. Without a time-tested, works-every-time plan in place, you will be lost in the wilderness.
4 DO YOU HAVE A WRITTEN BUSINESS PLAN?Written business plans scare a lot of people. But you
would never go on a cross-country trip without a map, right? Every business plan for a second pizza store should address forecasted P&L statements and cash fl ow state-ments; menu cost analysis and labor cost estimates; start-
Sean Brauser (far right) and his Romeo’s Pizza team get ready for the opening of a new store.I always warn people about
opening a second store; it is truly the most difficult and risky time for your business. It’s the only time when the size of your company will literally double overnight.
January/February 2015 pmq.com 65
growingpains-storeFINAL.indd 65 12/18/14 11:04 AM
up costs; cash requirements; and cash reserves. You also need to calculate the ROI (return on investment), and your business plan should include a marketing plan and a competitive analysis for the new market. Finally, you’ll also need a break-even analysis and profi t forecast based on diff erent sales assumptions.
Once you have all of these things in one place, present your business plan to someone you trust. This person should be able to help you identify the plan’s strengths and weaknesses and spot opportunities and threats. Get your accountant involved and talk through all of the assumptions and the numbers. Without this written business plan, you will be fl ying blind.
5 DO YOU HAVE SYSTEMS IN PLACE TO CONTROL
FOOD AND LABOR COSTS?In order to grow, your product must be consistent—and consistently good. Every single pizza must be created, baked and delivered to the customer exactly the way you want it. What looks like the right amount of cheese to Bobby looks diff erent to Susie, and they both might be wrong. Establish portion controls, create charts and use scales for every item on your menu. � is approach ensures that customers at all stores will get the same great productevery time. You will also see huge cost savings with portion controls.
Likewise, you must create labor grids based on diff erent sales levels.
Proudly made in the
Can your pizza restaurant run smoothly every day without you there? If not, Sean Brauser (left) says you’re probably not ready to open a second store.
66 PMQ Pizza Magazine The Pizza Industry’s Business Monthly
growingpains-storeFINAL.indd 66 12/17/14 4:21 PM
¢What do you think your labor needs will be? Overesti-mating will lose money; underestimating means you won’t provide the right level of service, and eventually that will lose money, too. Identifying that sweet spot is extremely important before you expand to store No. 2.
6 DO YOU HAVE MANUALS?There are three must-have manuals. First is an
operations manual, which addresses how, when and why you do everything that you do operationally in the store: opening and closing procedures and checklists; food prep checklists and order guides; par levels; hiring and firing procedures; and many more. This manual should be the bible of your restaurant, explaining how to run the store when you’re not there. It’s also a living document that never stops growing and evolving.
The second must-have manual covers food prep, detail-ing how to make every single item on the menu, including your dough and sauce. This manual must be accessible to all employees in the store as a reference guide.
Finally, an employee manual is mandatory. It sets the rules and expectations for every employee, outlines
parameters and consequences, and establishes policies for issues such as social media use, cell phones, uniforms and tardiness. We include W-4 and I-9 forms in our employee manual, and each new employee must review the entire manual and sign off on it.
7 ARE YOU FULLY CAPITALIZED?Lack of capital is probably the biggest reason most
restaurants fail. Not only do you have to budget for con-struction, equipment, deposits, training, inventory and miscellaneous costs, you need to set aside enough cash in case things go wrong. Store No. 2 can gobble up all of the profits from store No. 1, especially in the beginning.
Not only must your first store be profitable enough to support you, it must also be profitable enough to support store No. 2 if/when that store requires more cash than expected, which is usually the case!
January/February2015 pmq.com 67
growingpains-storeFINAL.indd 67 12/17/14 4:21 PM
Are you fi nancially prepared to survive for three to six months with no cash fl ow from store No. 1? Have you considered the cash drain if sales don’t meet projections? I have seen store No. 2 take down store No. 1 too many times, and then the company goes out of business. You must have enough money to get you through the bad times in order to “grow smart.”
8 ARE YOU PREPARED TO WORK HARDER THAN EVER BEFORE?
With store No. 2, the daily pressures will double. � e headaches will double. � e late-night calls and employee issues will double. You must be mentally ready to handle this added stress and stay focused on the goal. I would love to say that I’m always calm, cool and collected, but, unfortunately, I’m not. But I am 100% committed to the business and to its success, and 100% is what it will take from you. � at “whatever-it-takes” attitude is the only route to success!
Before opening that second store, use this checklist and ask yourself these eight questions. If any one question yields a “no,” start focusing on turning it into a “yes” before you move forward. � e diff erence between success and failure in this business can be a very thin line, but if you start out on the right path, your chances for success are far greater!
Sean Brauser is the founder and CEO of Romeo’s Pizza (romeospizza.com), a 36-unit chain headquartered in Medina, Ohio.
Establishing portion controls and using scales to weigh ingredients are important measures to take to ensure consistency and control food costs.
68 PMQ Pizza Magazine The Pizza Industry’s Business Monthly
growingpains-storeFINAL.indd 68 12/17/14 4:21 PM
January/February 2015 Sponsored Section S1
SMARTMARKETIndustry innovators share their insights and expertise to help you attract more customers and sell more pizza.
uPregel: Gelato has become the "It" dessert for pizzerias.
uOur Town: Marketing to new movers can reap a bonanza in new sales.
SmartMarketSection_JanFeb2014.indd 1 12/17/14 4:25 PM
SMARTMARKET PREGEL AMERICA SPONSORED CONTENT
What’s Cold Just Keeps Getting Hotter!One of the NRA’s top trends of 2014, gelato has become the “it” dessert for pizzerias and Italian restaurants.By Jillian Hillard, Marketing Manager, PreGel AMERICA
You could say gelato is having the best year—or decade—ever, depending on which source you
consult. While it’s an Italian frozen des-sert that’s been around for thousands of years, to many Americans it’s the latest “IT” dessert to hit retail spaces and shelves, inching out traditional ice cream and trendy frozen yogurt.
The Truth About Gelato
Gelato is not new to the American mar-ket. History shows it first debuted in 1770 when Giovanni Basiolo brought it to New York City. Since that time, gelato has found its way into many corners of the U.S. with gradual spikes, especially in mature markets. More recently, consumer packaged goods and savvy Millennials have exposed the public—through social media and even reality television (yes, the “Jersey Shore” cast did work at a gelateria)—to the deliciousness that is gelato.
What Exactly Is Gelato?
Gelato is not defined by the Food & Drug Administration. There are vary-ing recipes for gelato, but today it is primarily made from milk, sugar, emul-sifiers, stabilizers and flavoring. Gelato only contains milk, whereas ice cream contains both milk and cream. The absence of cream allows for gelato to have a lower butterfat percentage at about 3%-8%, compared to the 10% minimum required by ice cream. It is
also spun differently, incorporating less air than ice cream, which accounts for the density of the product. Last, it is generally crafted into visually appeal-ing pans rather than dipping cabinets as a greater part of the experience.
To Whom Do We Credit Gelato’s Rising Popularity?
It’s not a question of who gets the credit, but, rather, who is making the most noise and talking about gelato. As it turns out, there are quite a few.
American Culinary Federation: What’s Hot Survey
Gelato has been a mainstay on the American Culinary Federation’s What’s Hot survey of professional chefs for
years. Most mid-range to fine din-ing (and Italian) restaurants’ dessert menus incorporate gelato by itself or as a prominent part of plated desserts.
Chain Buy-In—Pacuigo Gelato Café
The first Pacuigo Café opened in 1997 and has since grown into 44 locations with plans to expand. Availability is the most important aspect to give rise to a trend. Independent shops are inspired by large chain success and motivated to bring about the concept in a new and different way.
The Brand Making the Most Noise: Häagen-Dazs
That is the noise of passionate, scream-ing Italians on television that can only
S2 SponsoredSectionJanuary/February 2014
Pregel AMERICA
SmartMarketSection_JanFeb2014.indd 2 12/17/14 4:25 PM
January/February 2015 Sponsored Section S3
SmartMarketSection_JanFeb2014.indd 3 12/17/14 4:25 PM
S4 SponsoredSectionJanuary/February 2014
be silenced by delicious gelato. In a series of clever com-mercials, Häagen-Dazs managed to capture the romance of true Italian gelato and bring it into the homes of Americans.
Behind every consumer effort is that of the b2b sector, which serves both retail spaces and shelves in the grocery. Italian gelato ingredient and equipment companies have been visible for many years with training programs to encour-age gelato making. PreGel AMERICA’s Professional Training Center is one of the industry’s leading schools for learning to make gelato.
National Restaurant Association Show’s 2014 Top Trend
One of 2014’s top trends from the National Restaurant Association show was gelato. Multiple magazines reported on gelato as a must-see at the show and a trend to be aware of. For the first time in recent years, gelato outmaneuvered frozen yogurt and cupcakes as the hot dessert of the year.
Fad into the Background or Strong Trend to Stay?
To some, gelato may be having its 15 minutes of fame, but gelato is a part of daily life in Italy and Germany with around 30,000 gelato shops. To put it into perspective, the U.S. cur-rently boasts anywhere between 800 and 1,000 gelato shops, proving that there’s a lot of untapped potential.
There’s no way of truly predicting the future of gelato, as history has shown trends are unpredictable, but with the globalization of foods, consumer packaged goods and a taste for something authentic and unique, the cards for gelato look delicious. Mangia!
Pregel America offers an unparalleled experience in specialty desserts, including gelato, sorbetto, frozen yogurt and other fro-zen treats. Learn more at pregelamerica.com.
Pregel AMERICA
Pregel AMERICA
SmartMarketSection_JanFeb2014.indd 4 12/17/14 4:25 PM
January/February 2015 Sponsored Section S5
Redefining the standard...
Globe Food Equipment Co.www.globefoodequip.com | 800.347.5423
Floor MixersVisit us at NAFEM 2015 Booth #6233
NOW AVAILABLE
PMQ Books is a series of specially-created exceptionally informative publications for those pursuing a career as an owner, manager, chef, executive, franchisee, or
supplier in the restaurant-pizzeria industry.
SmartMarketSection_JanFeb2014.indd 5 12/18/14 10:10 AM
S6 Sponsored Section January/February 2014
SMARTMARKET OUR TOWN AMERICA SPONSORED CONTENT
New Movers Perceive Innovative Marketing Package as HospitalityWith Our Town America’s Welcome Package for new movers, thinking inside the (mail)box will benefi t your business.
While traditional marketing and advertising will al-ways have its place, sending targeted and person-alized direct mail pieces to a brand-new audience
each and every month is a unique and irreplaceable market-ing strategy. Distinct from traditional marketing methods, new mover direct-mail marketing with Our Town America allows businesses to reach consumers in an intimate fashion at an opportune time.
Timing is Everything
The Our Town America community Welcome Package arrives in the mailbox of new-mover families while they’re actively seeking new go-to businesses in their neighborhoods. Perceived as a community sponsorship package rather than everyday mar-keting, the Our Town America package gets opened and acted upon. In fact, 90% of respondents in Our Town America’s 2014 New Mover Survey said housewarming gifts would help them feel more comfortable and settled in their new home.
Our Town America’s Welcome Package includes gift cer-tifi cates with free off ers from participating local businesses in the community—for example, a pizza shop, a dentistoffi ce, a hardware store, etc. Each one is personalized by name,includes a map directing the new mover to the business (since he is new to the area), and is tracked on the spot by a 2D barcode using the Our Town America TruTrak™ application (available on the iTunes App Store and Google Play). This pinpoint tracking enables the business to track the response of the program and triggers a second mailing.
The Extra Mile
Each step of the Our Town America program provides various opportunities for businesses to develop long-term relationships with their new customers. The second mailing, the Thank You Postcard, hits the mailbox of the new-mover family after their initial visit, further solidifying the business-to-consumer rela-tionship. In the aforementioned survey, 100% of new movers said it’s likely they’ll re-visit a business that welcomes them to the community.
The Thank You Postcard is full-color, oversized and atten-tion-grabbing. This postcard allows the business to person-ally thank the new-mover family for visiting, invites them back a second time, and is customizable, providing the busi-ness the option of extending a second off er to the family.
Thousands of businesses across the nation rely on the Our Town America program to expand their customer base and increase revenue. Most businesses experience double-digit response rates and heightened brand awareness. With direct mail volume down—resulting in a less cluttered mailbox—now is your chance to stand out as the reputable business in your community. What are you waiting for?
Our Town America provides new-mover direct mail marketing solutions to help pizza restaurants welcome new residents to their neighborhoods. To learn more, visit OurTownAmerica.com, email [email protected] or call (800) 497-8360.
SmartMarketSection_JanFeb2014.indd 6 12/17/14 4:25 PM
SmartMarketSection_JanFeb2014.indd 7 12/17/14 4:25 PM
S8 Sponsored Section January/February 2014
www.NAPICS.comLEARN. EARN. SUCCEED. EVERYTHING YOU NEED.
NAPICS ’15
NORTH AMERICA PIZZA & ICE CREAM SHOW
FEBRUARY 15-16, 2015Greater Columbus Convention Center | Columbus, Ohio
THE TOP TRADESHOW IN THE MIDWEST IS NAPICS ‘15!
Exhibitors, Including:
Education Sessions Featuring Expert Speakers, Including:
For a complete list of education seminars, visit www.napics.com.
For 12 years, the North America Pizza & Ice Cream Show has hosted an unparalleled pizza-focused tradeshow for the Midwest.
NAPICS was created by operators eager to help their peers succeed, so its longtime mission of helping every owner improve their business remains. In 2015 we've furthered that mission by addressing issues of priority interest to pizza operators. This year’s seminar lineup focuses on matters like creating signature pizzas to create word-of-mouth buzz, no-budget marketing, reducing labor costs and turning servers into sellers.
As always, the NAPICS exhibit hall will be packed with any and all equipment and ingredients you’ll ever need to run a successful pizzeria. Want to broaden your menu to include frozen desserts? Come see our ice cream exhibits: there’s no better offering in the country!
ExhibitsNAPICS ‘15 will feature 200 exhibiting companies —anything you need to run your pizzeria and more. Larger than the average distributor show, yet smaller than massive national shows, NAPICS ‘15 is ideal for single-day browsing and quick decision making. Still, your one time admission costs gets you into both days, so come Sunday and Monday!
Education SessionsNAPICS ‘15 offers a robust education platform featuring discussions on social media, marketing, employee training, gourmet pizza making and much more.
Networking OpportunitiesCatch up with friends, meet new peers and forge new relationships in our relaxed setting. Join us for our �rst-ever Business Over Breakfast networking session before the show opens on Feb. 15.
Pizza PizzazzThis legendary battle for the “Best of the Midwest” title attracts more than 100 pizza makers to a competition where they �ght for a share of the $15,000 cash pie! Competitors bake pizzas in a blind-judging format divided into Gourmet and Traditional divisions, one held on each day of the show. Pre-registration is required. Please visit www.napics.com for contest rules and registration.
REGISTER FOR NAPICS TODAY AND SAVE AT WWW.NAPICS.COMEXHIBITORS: TO EXHIBIT AT NAPICS, CONTACT PETER STERN AT 800-909-7469
PMQ PIZZA MAGAZINE PRESTO FOODS RDP FOODSERVICE REMAGEN FOODSERVICE RESTAURANT EQUIPPERS SOFO FOODS SPEEDLINE SOLUTIONS SQUARE INC. T. MARZETTI COMPANY TRUE FOOD SERVICE EQUIPMENT VOLUNTEER ENERGY SERVICE WASSERSTROM CO. WB MARKETING
GRANBURY RESTAURANT SOLUTIONS GRANDE CHEESE CO. GREEN MOUNTAIN FLAVORS, INC. HOBART CORP. HOODMART AMERICAN HOOD SYSTEMS JIFFY FOODSERVICE, LLC KLOSTERMAN BAKING CO. LLOYD INDUSTRIES MIDDLEBY MARSHALL OVEN CO. NORTHERN PIZZA EQUIPMENT OFF THE WALL MAGNETICS ORLANDO BAKING CO. PEERLESS OVEN PIZZASKOOL.COM
ACCUTEMP PRODUCTS, INC. ALFRED NICKLES BAKERY ARMANINO FOODS ARROW POS ARVCO CORP. ASTRA FOODS,INC. B & B CREATIVE MARKETING BAUER MKTG GROUP BLODGETT OVENS BURKETT RESTAURANT EQUIPMENT CELLONE BAKERY CONAGRA FOODS CONCORD FOODS COUNTRY PARLOUR ICE CREAM CO.
www.NAPICS.com
NAPICS Features:
200+
$15,000$15,000in cash prizes!
Michael Shepherd David Scott Peters Jeff Slutsky Jeff Joiner Jason Samosky and Dave Smith
SmartMarketSection_JanFeb2014.indd 8 12/17/14 4:25 PM
January/February 2015 Sponsored Section S9
www.NAPICS.comLEARN. EARN. SUCCEED. EVERYTHING YOU NEED.
NAPICS ’15
NORTH AMERICA PIZZA & ICE CREAM SHOW
FEBRUARY 15-16, 2015Greater Columbus Convention Center | Columbus, Ohio
THE TOP TRADESHOW IN THE MIDWEST IS NAPICS ‘15!
Exhibitors, Including:
Education Sessions Featuring Expert Speakers, Including:
For a complete list of education seminars, visit www.napics.com.
For 12 years, the North America Pizza & Ice Cream Show has hosted an unparalleled pizza-focused tradeshow for the Midwest.
NAPICS was created by operators eager to help their peers succeed, so its longtime mission of helping every owner improve their business remains. In 2015 we've furthered that mission by addressing issues of priority interest to pizza operators. This year’s seminar lineup focuses on matters like creating signature pizzas to create word-of-mouth buzz, no-budget marketing, reducing labor costs and turning servers into sellers.
As always, the NAPICS exhibit hall will be packed with any and all equipment and ingredients you’ll ever need to run a successful pizzeria. Want to broaden your menu to include frozen desserts? Come see our ice cream exhibits: there’s no better offering in the country!
ExhibitsNAPICS ‘15 will feature 200 exhibiting companies —anything you need to run your pizzeria and more. Larger than the average distributor show, yet smaller than massive national shows, NAPICS ‘15 is ideal for single-day browsing and quick decision making. Still, your one time admission costs gets you into both days, so come Sunday and Monday!
Education SessionsNAPICS ‘15 offers a robust education platform featuring discussions on social media, marketing, employee training, gourmet pizza making and much more.
Networking OpportunitiesCatch up with friends, meet new peers and forge new relationships in our relaxed setting. Join us for our �rst-ever Business Over Breakfast networking session before the show opens on Feb. 15.
Pizza PizzazzThis legendary battle for the “Best of the Midwest” title attracts more than 100 pizza makers to a competition where they �ght for a share of the $15,000 cash pie! Competitors bake pizzas in a blind-judging format divided into Gourmet and Traditional divisions, one held on each day of the show. Pre-registration is required. Please visit www.napics.com for contest rules and registration.
REGISTER FOR NAPICS TODAY AND SAVE AT WWW.NAPICS.COMEXHIBITORS: TO EXHIBIT AT NAPICS, CONTACT PETER STERN AT 800-909-7469
PMQ PIZZA MAGAZINE PRESTO FOODS RDP FOODSERVICE REMAGEN FOODSERVICE RESTAURANT EQUIPPERS SOFO FOODS SPEEDLINE SOLUTIONS SQUARE INC. T. MARZETTI COMPANY TRUE FOOD SERVICE EQUIPMENT VOLUNTEER ENERGY SERVICE WASSERSTROM CO. WB MARKETING
GRANBURY RESTAURANT SOLUTIONS GRANDE CHEESE CO. GREEN MOUNTAIN FLAVORS, INC. HOBART CORP. HOODMART AMERICAN HOOD SYSTEMS JIFFY FOODSERVICE, LLC KLOSTERMAN BAKING CO. LLOYD INDUSTRIES MIDDLEBY MARSHALL OVEN CO. NORTHERN PIZZA EQUIPMENT OFF THE WALL MAGNETICS ORLANDO BAKING CO. PEERLESS OVEN PIZZASKOOL.COM
ACCUTEMP PRODUCTS, INC. ALFRED NICKLES BAKERY ARMANINO FOODS ARROW POS ARVCO CORP. ASTRA FOODS,INC. B & B CREATIVE MARKETING BAUER MKTG GROUP BLODGETT OVENS BURKETT RESTAURANT EQUIPMENT CELLONE BAKERY CONAGRA FOODS CONCORD FOODS COUNTRY PARLOUR ICE CREAM CO.
www.NAPICS.com
NAPICS Features:
200+
$15,000in cash prizes!
Michael Shepherd David Scott Peters Jeff Slutsky Jeff Joiner Jason Samosky and Dave Smith
SmartMarketSection_JanFeb2014.indd 9 12/17/14 4:25 PM
PRODUCT SPOTLIGHT
POS for PizzeriasDesigned for piz-zerias, the low-cost Point of Success POS system offers customer database, delivery management, cou-pon and discount tracking, specialized pizza ordering and pizza-oriented price calculation. Other features include online ordering, integrat-ed caller ID, employee timekeeping and schedul-ing, above store reporting, table maps and more. 800-752-3565, pointofsuccess.com
Easy, Awesome Gluten-FreeKiki’s Gluten-Free makes it easy to of-fer awesome pizza for customers with gluten sensitivity. Honored with two FABI awards by the National Restaurant Asso-ciation, Kiki’s provides artisan-style and deep-dish pizzas with gluten-free crusts. Ready-bake pizzas are prepared in a gluten-free facility and packaged to minimize cross contamination. [email protected], kikisglutenfree.com
The Original Hazelnut SpreadPeople around the world enjoy Nutella, the orig-inal hazelnut spread. Nutella’s versatility makes it an easy addition to pizzeria menus. Pizza makers can use it to create delicious pizzas, calzones and other menu items. Contact Nutella for recipes and more information. 410-268-0030 ext. 259, nutellafoodservice.com
No More Soggy PiesPizza Savor has the solu-tion for soggy, limp take-out and delivery pie. Pizza Savor’s product lifts the crust, creating airflow that surrounds the pie and eliminating crust contact with the box or added liners. It whisks away pooling cheese fat, topping grease or vegetable liquids that could be absorbed into the crust during the delivery process. 978-794-1500, pizzasavor.com
The Topcast NetworkTopcast is a market-ing platform that allows restaurants and bars to promote, inform, entertain
and reward customers on televisions in the establishment. These images pop up over existing broadcast programming, allowing you to message customers on the televisions they are actually watching. 857-263-8911, topcast.tv
Making Dough with PrecisionThe Precision HD-60 Pizza Mixer is one of the toughest—and least expensive— planetary mixers on the market. It’s backed by an industry-only seven-year unconditional warranty on all gears and shafts. It can handle a 50-pound bag of flour with ice and water in its 80-quart bowl. Buy your mixer from a man-ufacturer that you can talk to directly at the time of purchase and anytime after! 877-764-9377, precisionmixers.com
78 PMQPizzaMagazine The Pizza Industry’s Business Monthly
Product Spotlight_JanFeb15.indd 78 12/17/14 4:25 PM
YOUR ONE-STOP BAG SHOP • UNBEATABLE BAGS AT UNBEATABLE PRICES
CALL US TOLL FREE
Order online at www.deliverybagsdepot.com
Try our bags for 30 days and if you are not 100% satisfied return them and we will refund the purchase price of the bags.
PRICES AS LOW AS
$13.49return them and we will refund the purchase price of the bags.
PRICES AS LOW AS
$13.49
1-844-HOT-BAGS
$10FLAT RATESHIPPING
Satisfaction guaranteed!
AVAILABLE COLORS
24/7 SECURE ONLINE ORDERING
MON-SAT: 9am-5pm
LARGE PIZZA HOT BAG
MONSTER PIZZA HOT BAG
CATERING HOT BAG
guaranteed! LARGE PIZZAHOT BAG
BAGS
Satisfaction guaranteed!Satisfaction guaranteed!Satisfaction Satisfaction guaranteed!Satisfaction guaranteed!Satisfaction
LARGE PIZZAHOT BAG
(Holds Two 16” or Two 18” Pizzas)
(Holds Four 16” or Three 18” Pizzas)
(Holds up to Two or Three Full Pans)
THE PIZZA EXCHANGE BULLETIN BOARD
January/February 2015 pmq.com 79
BulletinBoard_JanFeb15.indd 79 12/17/14 4:31 PM
THE PIZZA EXCHANGE BULLETIN BOARDTHE PIZZA EXCHANGE BULLETIN BOARD
BulletinBoard_JanFeb15.indd 80 12/17/14 4:31 PM
THE PIZZA EXCHANGE BULLETIN BOARD
800.783.5343 • PerfectCrust.com
• Allows you to handle pizza with ease.• Eliminates the cardboard taste.• Absorbs grease and allows moisture to escape.• Ensures a crisper crust every time.Ensures a crisper crust every time.• Keeps pizza 12-15 degrees warmer upon delivery.
• With Revolutionary ADVANCED BAKE TECHNOLOGY!
• Prevents oven drips & spills.• Patented bi-directional bumps
allow for air flow & moisture release resulting in even baking.
• Eliminates “soggy crust” centers.
• Unsurpassed quality, durability, workmanship & performance!
• 3 wide Velcro strips for secure closure everytime.
• 600 denier heavy duty stain resistant imitation nylon.
• 210 PU coated lining ~ won’t crack or peel!
Bakeable TrayBakeable Tray
Pizza Bags
BEST PIZZA LINER
Now available, from the
creator of thecreator of thecreator of thecreator of the
in the World, ourBakeable Trays
& Delivery Bags!
• Allows you to handle pizza with ease.Pizza Liner
& Delivery Bags!& Delivery Bags!& Delivery Bags!& Delivery Bags!& Delivery Bags!& Delivery Bags!& Delivery Bags!
YOUR PIZZA IS WORTH IT!YYYOOOOOOUUU
January/February 2015 pmq.com 81
BulletinBoard_JanFeb15.indd 81 12/17/14 4:32 PM
THE PIZZA EXCHANGE BULLETIN BOARD
“
Call 517.395.4765 or Visit pizzaskool.com/demo pizzaskool.com/demo pizzaskool.com/demo pizzaskool.com/demo to see how it works!to see how it works!to see how it works!to see how it works!to see how it works!to see how it works!to see how it works!to see how it works!
Your most unhappy customers are your greatest source of learning.BILL GATES
pizzaskool.com
Teach your crew how to turn mistakes into opportunities to Teach your crew how to turn mistakes into opportunities to Teach your crew how to turn mistakes into opportunities to Teach your crew how to turn mistakes into opportunities to Teach your crew how to turn mistakes into opportunities to Teach your crew how to turn mistakes into opportunities to Teach your crew how to turn mistakes into opportunities to impress the customer with online impress the customer with online impress the customer with online impress the customer with online impress the customer with online CUSTOMER SERVICECUSTOMER SERVICECUSTOMER SERVICE and and and MARKETINGMARKETINGMARKETINGMARKETING training for your store.
Low cost, on-line, testable, trackable, Low cost, on-line, testable, trackable, Low cost, on-line, testable, trackable, Low cost, on-line, testable, trackable, Low cost, on-line, testable, trackable, Low cost, on-line, testable, trackable, Low cost, on-line, testable, trackable, Low cost, on-line, testable, trackable, reportable training for every reportable training for every reportable training for every reportable training for every reportable training for every reportable training for every member of your team.member of your team.
pizzaskoolmember of your team.
pizzaskoolmember of your team.
“
82 PMQ Pizza Magazine The Pizza Industry’s Business Monthly
BulletinBoard_JanFeb15.indd 82 12/17/14 4:32 PM
January/February 2015 pmq.com 83
BulletinBoard_JanFeb15.indd 83 12/17/14 4:32 PM
THE PIZZA EXCHANGE BULLETIN BOARD
TEAM SILVER SPONSORS
TEAM GOLD SPONSORS
CALLING ALL PIZZA ACROBATS!
The US Pizza Team will be holding Winter Acrobatic Trials at
NAPICS • Columbus, OHFebruary 15 -16, 2015
Events will include largest dough stretch, fastest pie maker, fastest box folder
and freestyle acrobatics.
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
SIGN UP NOW!
GRAIN CRAFT
LET’S GO TO ITALY!
Join the U.S. Pizza Team on a trek through the food valley of Italy.
The U.S. Pizza Team will be returning to Parma, Italy for the
2015 World Pizza Championships, May 22nd-28th
After having won second place in Acrobatics last year, they are primed to bring home some gold.
Join the entourage for pizza, wine and beautiful Italian scenery.
For more information, contact Brian Hernandez at [email protected] or 662-234-5481 x129.
TEAM GOLD SPONSORS
TEAM SILVER SPONSORS
GRAIN CRAFT
84 PMQPizzaMagazine The Pizza Industry’s Business Monthly
BulletinBoard_JanFeb15.indd 84 12/17/14 6:17 PM
Advertiser Phone Website Page
AM Manufacturing . . . . . . . . . . . . . . . . . . . . . . . .219-472-7272 . . . . . . . . ammfg .com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .30American Baking Systems . . . . . . . . . . . . . . . .319-373-5006 . . . . . . . abs1 .net . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 63Antimo Caputo . . . . . . . . . . . . . . . . . . . . . . . . . .201-368-9197 . . . . . . . orlandofoods .com . . . . . . . . . . . . . . . . . . . . . . . . . . . . 47Bacio Cheese . . . . . . . . . . . . . . . . . . . . . . . . . . .855-222-4685 . . . . . . . baciocheese .com . . . . . . . . . . . . . . . . . . . . . . . . . 34, 35Bay State Milling . . . . . . . . . . . . . . . . . . . . . . . . .800-553-5687 . . . . . . . baystatemilling .com . . . . . . . . . . . . . . . . . . . . . . . . . . .11Bellissimo . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .800-813-2974 . . . . . . . bellissimofoods .com . . . . . . . . . . . . . . . . . . . . . . . . . . .21Ciao . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .201-368-9197 . . . . . . . orlandofoods .com . . . . . . . . . . . . . . . . . . . . . . . . . . . . 43DeIorio’s . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .800-649-7612 . . . . . . . deiorios .com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 33Delivery Bags Depot . . . . . . . . . . . . . . . . . . . . . .844-HOT-BAGS . . . . . . deliverybagsdepot .com . . . . . . . . . . . . . . . . . . . . . . . . 79Delivery Bags USA . . . . . . . . . . . . . . . . . . . . . .888-501-2247 . . . . . . deliverybagsusa .com . . . . . . . . . . . . . . . . . . . . . . . . . 83Doughmate . . . . . . . . . . . . . . . . . . . . . . . . . . . . .800-501-2458 . . . . . . doughmate .com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 82Escalon Premier Brands . . . . . . . . . . . . . . . . . .888-ESCALON . . . . . . escalon .net . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Cover 3EZ Dine . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .877-853-1263 . . . . . . . ezdinepos .com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 80Fontanini . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .800-331-MEAT . . . . . . . fontanini .com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 31Forno Bravo . . . . . . . . . . . . . . . . . . . . . . . . . . . . .800-407-5119 . . . . . . . fornobravo .com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 50Galbani . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . galbanipro .com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 41Globe Food Equipment . . . . . . . . . . . . . . . . . . .800-347-5423 . . . . . . . globefoodequip .com . . . . . . . . . . . . . . . . . . . . . . . . . . S5GMA Research . . . . . . . . . . . . . . . . . . . . . . . . . . .425-460-8800 . . . . . . . gmaresearch .com . . . . . . . . . . . . . . . . . . . . . . . . . . . . 61Grain Craft . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .423-265-2313 . . . . . . . graincraft .com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 29Grande Cheese . . . . . . . . . . . . . . . . . . . . . . . . . .800-8-GRANDE . . . . . grandecheese .com . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3Great Gazebo . . . . . . . . . . . . . . . . . . . . . . . . . . .800-962-2767 . . . . . . . greatgazebo .com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 63HTH . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .800-321-1850 . . . . . . . hthsigns .com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 82La Nova . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .716-881-3366 . . . . . . . lanova .com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Cover 4Liguria . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .515-332-4121 . . . . . . . liguriafoods .com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 49Lloyd Pans . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .800-748-6251 . . . . . . . lloydpans .com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 81MF&B Restaurant Systems . . . . . . . . . . . . . . . .888-480-EDGE . . . . . . edgeovens .com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 57Marsal & Sons . . . . . . . . . . . . . . . . . . . . . . . . . . .631-226-6688 . . . . . . . marsalsons .com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 66Microworks . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .800-787-2068 . . . . . . . microworks .com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9Middleby Marshall . . . . . . . . . . . . . . . . . . . . . . . .877-34-OVENS . . . . . . wowoven .com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7Moving Targets . . . . . . . . . . . . . . . . . . . . . . . . . .800-926-2451 . . . . . . . movingtargets .com . . . . . . . . . . . . . . . . . . . . . . . . . . . 19NAPICS . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . napics .com . . . . . . . . . . . . . . . . . . . . . . . . . . 51, S8, S9Nutella Food Service . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . nutellafoodservice .com . . . . . . . . . . . . . . . . . . . . . . . . 39Our Town America . . . . . . . . . . . . . . . . . . . . . . .800-497-8360 . . . . . . . ourtownamerica .com . . . . . . . . . . . . . . . . . . . . . . S6, S7Perfect Crust . . . . . . . . . . . . . . . . . . . . . . . . . . . .800-783-5343 . . . . . . . perfectcrust .com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 81PDQ POS . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .877-968-6430 . . . . . . . pdqpos .com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 25Pizza Skool . . . . . . . . . . . . . . . . . . . . . . . . . . . . .517-395-4765 . . . . . . . traintogreatness .com . . . . . . . . . . . . . . . . . . . . . . . . . . 82Pizza Solutions . . . . . . . . . . . . . . . . . . . . . . . . . .855-289-6836 . . . . . . . pizzasolution .com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 15Pizza Trucks of Canada . . . . . . . . . . . . . . . . . . .204-853-7770 . . . . . . . pizzatrucksofcanada .com . . . . . . . . . . . . . . . . . . . . . . 83Precision Mixers . . . . . . . . . . . . . . . . . . . . . . . . .877-764-9377 . . . . . . . . pizzamixers .com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 67PreGel AMERICA . . . . . . . . . . . . . . . . . . . . . . . .704-707-0300 . . . . . . . pregelamerica .com . . . . . . . . . . . . . . . . . . . . S2, S3, S4RockTenn . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .816-415-7359 . . . . . . . rocktenn .com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 17Somerset Industries . . . . . . . . . . . . . . . . . . . . . .978-667-3355 . . . . . . . smrset .com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 55Stanislaus . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .800-327-7201 . . . . . . . stanislaus .com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4, 5Sunray Printing Solutions . . . . . . . . . . . . . . . . .320-492-3017 . . . . . . . sunrayprinting .com . . . . . . . . . . . . . . . . . . . . . . . . . . . 68Takeout Printing . . . . . . . . . . . . . . . . . . . . . . . . .845-564-2609 . . . . . . . takeoutprinting .com . . . . . . . . . . . . . . . . . . . . . . . . . . . 81The Menu Express . . . . . . . . . . . . . . . . . . . . . . .877-250-2819 . . . . . . . themenuexpress .com . . . . . . . . . . . . . . . . . . . . . . . . . . 79Univex . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .800-258-6358 . . . . . . . univexcorp .com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 40Varimixer . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .800-222-1138 . . . . . . .varimixer .com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Cover 2XLT Ovens . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .888-443-2751 . . . . . . . xltovens .com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 13Zagistics . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . zagistics .com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 83
ADVERTISER INDEX JANUARY/FEBRUARY 2015
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.
January/February 2015 pmq.com 85
BulletinBoard_JanFeb15.indd 85 12/19/14 10:24 AM
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
ADVERTISING
CHEESE
BAKING STONES
FIBRAMENT-D BAKING STONE.....................................................www.bakingstone.com708-478-6032 ......................................NSF approved baking stone for all ovens by AWMCO
CARD PROCESSING
CHEESE CONT.
iserved?
TM
Have you b�n
For more information call (888)-761-3281, or scan the QR
86 PMQ Pizza Magazine The Pizza Industry’s Business Monthly
RG-JanFeb15.indd 86 12/17/14 4:46 PM
THE PIZZA EXCHANGE PIZZA INDUSTRY RESOURCE GUIDE
All The Tech Your Pizzeria Needs• Tablet and Traditional
Point-of-Sale• Integrated online &
smartphone ordering
• Self Serve Kiosk ordering• Automated customer
loyalty marketing
CALL FOR A DEMO TODAY!800.750.3947www.granburyrs.com
CUTTING BOARDS - EQUAL SLICE
COMPUTER SYSTEMS: POINT OF SALE
WE’RE IN TOUCH WITH YOUR POS NEEDS.
■ Integrated Inventory Management ■ Marketing Systems ■ Result Mapping ■ Online Ordering System ■ and much more!
®
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
DESSERTS
CRUST
DOUGH
January/February 2015 pmq.com 87
RG-JanFeb15.indd 87 12/17/14 4:46 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
DOUGH TRAYS/PROOFING TRAYSDOUGH CONT.
DeIorio Foods @DeIorios blog.DeIorios.com DeIorios.com
88 PMQ Pizza Magazine The Pizza Industry’s Business Monthly
RG-JanFeb15.indd 88 12/17/14 4:46 PM
THE PIZZA EXCHANGE PIZZA INDUSTRY RESOURCE GUIDE
FOOD DISTRIBUTORS
FRANCHISING
GELATO
GLUTEN-FREE PRODUCTS
INSURANCE
Full line of Flour: Pizza, Pasta, Bread, Pastries, Gluten Free, & Whole Grains
Imported Exclusively by: Manzo Food Sales, Inc.Tel. (305) 406-2747.........www.manzofood.com
®
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
FLOUR CONT.
FINANCING
pmq.com/Recipe-Bank/
GARLIC SPREAD
• M• Made with 100% Pure italian Pecorino roMano
• chohoPPed natural garlic
• Butterutter Butter Butter lend
• wwhiPPed By design softens quicker & quicker & quicker sPreads easier
For recipes and availability in your area visit www.mgspread.com • [email protected]
January/February 2015 pmq.com 89
RG-JanFeb15.indd 89 12/17/14 4:46 PM
THE PIZZA EXCHANGE PIZZA INDUSTRY RESOURCE GUIDE
1-800-426-0323 www.northernpizza.com
OVENS
MIXERS
PREP TABLES
WALK-INS
PARTS
SMALLWARES
MIDDLEBY MARSHALL
RANDELL
AMERICAN
RANGE
SOMERSET
IMPERIAL
MACHINERY/OVENS/EQUIPMENTMACHINERY/OVENS/EQUIPMENT
90 PMQPizzaMagazine The Pizza Industry’s Business Monthly
RG-JanFeb15.indd 90 12/17/14 4:46 PM
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
BURKE CORPORATION ...................................................................................... www.BurkeCorp.comBeef & Pork Pizza Toppings, Italian & Breakfast Sausage, Meatballs and Specialty Fully Cooked MeatsContact:Jamie Reynolds [email protected] ............................. 800.654.1152
800-521-4773www.magneticattracations.com/BCM
MAGNETS 7.9¢ ea.• Business Card Magnet
• Pizza Slice Magnet
• Free Design Work
• 2,000 minimum
800-521-4773
Dine In•Carryout•Catering
2503B N. Harrison St.
Arlington, VA 22207-1616
703-237-0200
www.pie-tanza.com
800-521-4773
MAGNETS 7.9• Business Card Magnet
800-521-4773
C
is
2
7-0nza
800-521-4773
MAGNETS 7.9
Catering
son St.
07-1616
0200a.com
VISIT OUR WEBSITE TODAY
INSTANT ONLINE PRICE QUOTE
CLICK TO VIEW PRICING
INSTANT ONLINE PRICING
FREEPRICE
QUOTE
INSTANTONLINEPRICING
GETONLINEPRICING
ONLINE PRICE
QUOTE
GETONLINEPRICING
INSTANTONLINE PRICE
QUOTE
PRINT &DIRECT MAILPRINT &AFFORDABLEAFFORDABLE
DIRECT MAILNo Money Down,No Money Down,Pay Weekly on All Mailings!
(888) 915-8369 (888) 915-8369 (888) 915-8369 www.GetMailshark.comwww.GetMailshark.com
MENUS • MAGNETS • POSTCARDS • SCRATCh-OFFS • DOOR hANGERS • BOx TOPPERS • NEW MOVERS
TODARINI FOODS .................. ..Featuring Italian ChickenTM & Sicilian ChickenTM Pizza Toppings www.todarinifoods.com ........................................................................................ 855-279-6977
PRESTIGE FOODS .............................. 314-567-3648 [email protected] Closeout Pricing! Call for this week’s special. For Deals That Go To Your Bottom Line.
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
MARKETING IDEAS CONT.
Mixing, Dividing, Rounding, and Spinning
www.univexcorp.comTel. 800-258-6358 Fax. 603-893-1249
Precision HD-60 Pizza Mixer7-Year Unconditional Parts Warranty
on all gears and shafts in the planetary and transmission!
www.pizzamixers.com • 1-877-R-MIXERS
7-Year Unconditional Parts Warranty
1-877-R-MIXERS
Holds
80-quart bowl!
Handles a
50 lb. bag
of flour!
Globe Food Equipment Co. | www.globefoodequip.com
60 QUART—HEAVY DUTY
Pizza MixerHandles 50 lb. bag of flour • Direct gear drive transmission
Rigid cast iron construction • Best warranty in its class
HEAVY DUTY
Pizza MixerPizza Mixer Direct gear drive transmission
Best warranty in its class
January/February 2015 pmq.com 91
RG-JanFeb15.indd 91 12/18/14 11:14 AM
THE PIZZA EXCHANGE PIZZA INDUSTRY RESOURCE GUIDE
ON HOLD MARKETING
ONLINE ORDERING
PIZZA BOXES
MOBILE CATERING TRUCKS/UNITS
MOISTURE-ABSORBENT TOPPINGS CONDITIONER/SUPPLIES
OLIVES
CUSTOM DIGITAL PRINT PIZZA BOXESNewmethodpackaging.com • 937-324-3838
PIZZA BOX LINERS
92 PMQ Pizza Magazine The Pizza Industry’s Business Monthly
RG-JanFeb15.indd 92 12/17/14 4:47 PM
THE PIZZA EXCHANGE PIZZA INDUSTRY RESOURCE GUIDE
PIZZA DELIVERY THERMAL BAGS
MADE IN ITALY
GI.M
ETAL
USA
, IN
C P
hone
(630
) 553
913
4w
ww
. gim
etal
usa.
com
inf
o@gi
met
alus
a.co
m
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
to you with the service you
need.
Prof
essi
onal
tool
s fo
r piz
zeria
s
& re
stau
rant
s, s
ince
198
6.
January/February 2015 pmq.com 93
RG-JanFeb15.indd 93 12/17/14 4:47 PM
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!
YOUR ONE-STOP BAG SHOP • UNBEATABLE BAGS AT UNBEATABLE PRICES
PRICES AS LOW AS
$13.49Satisfaction Satisfaction
YOUR ONE-STOP BAG SHOP • UNBEATABLE BAGS AT UNBEATABLE PRICES
$13.49Satisfaction Satisfaction
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 Dunfi eld135 East Cevallos, San Antonio, TX 78204PH 800-386-2279 .................. www.rotofl exoven.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
CUSTOMERS CARE HOW THEIR FOOD IS DELIVERED The Electric HOTBAG™ Heated Delivery System
Heats and stays at 160-175F Dry electric heat = No Moisture 1000 Denier Nylon Construction Two Heating Elements Easy to clean
Any quantity or mix of bags AC to DC power supplies Heat all bags simultaneously Quick release power connectors
NO MORE COLD & SOGGY FOOD, NO MORE UNHAPPY CUSTOMERS!
www.hotbag.com 800-927-6787
Made in the USA
CUSTOMERS CARE HOW THEIR FOOD IS DELIVERED CUSTOMERS CARE HOW THEIR FOOD IS DELIVERED
94 PMQ Pizza Magazine The Pizza Industry’s Business Monthly
RG-JanFeb15.indd 94 12/17/14 4:47 PM
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 PREP TABLES
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 •
(631) 226-6688
see more atwww.marsalsons.com
January/February 2015 pmq.com 95
RG-JanFeb15.indd 95 12/17/14 4:47 PM
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
SPICE FORMULATION, BLENDING & PACKAGING
SAUCE
PRODUCE
w w w . r i v e r p o i n t f a r m s . c o m
ONIONS FRESH FROM OUR FARM TO YOUR OVEN.Trusted Grower • Celebrated ServiceBulk, Sliced & Diced Options
VISIT OUR WEBSITE TODAY
INSTANT ONLINE PRICE QUOTE
CLICK TO VIEW PRICING
INSTANT ONLINE PRICING
FREEPRICE
QUOTE
INSTANTONLINEPRICING
GETONLINEPRICING
ONLINE PRICE
QUOTE
GETONLINEPRICING
INSTANTONLINE PRICE
QUOTE
PRINT &DIRECT MAILPRINT &AFFORDABLEAFFORDABLE
DIRECT MAILNo Money Down,No Money Down,Pay Weekly on All Mailings!
(888) 915-8369 (888) 915-8369 (888) 915-8369 www.GetMailshark.comwww.GetMailshark.com
MENUS • MAGNETS • POSTCARDS • SCRATCh-OFFS • DOOR hANGERS • BOx TOPPERS • NEW MOVERS
Takeout Menus • In House Menus • Boxtoppers • Magnets • Flyers • Kid’s Menus
Custom Placemats • Business Cards • Post Cards • Rack Cards • Stickers • Thank You Cards Doorhangers • Banners • Gift Certificates • Table Tents • Posters • Signs & More
We Will Beat Any Advertised Menu Deals...Guaranteed!!!*
212 - 252 - 3846 • 877 - 25 - PRINT (77468)check out our ad on page
Visit our Website for our Free Reports, Photo Library & Restaurant Marketing Ideas www.takeoutprinting.com • 845 - 564 - 2609
No shading/shadow
No shadow
Solid Shadow
Gray, no shading
One Color
Actual 3DNon-Vector
No shading/shadow
No shadow
Solid Shadow
Gray, no shading
One Color
Actual 3DNon-Vector
81
PIZZA SUPPLIES CONT.
pmq.com/Recipe-Bank/
96 PMQ Pizza Magazine The Pizza Industry’s Business Monthly
RG-JanFeb15.indd 96 12/17/14 4:47 PM
THE PIZZA EXCHANGE PIZZA INDUSTRY RESOURCE GUIDE
TOMATO PRODUCTS
TELEPHONE EQUIPMENT/SUPPLIES/SERVICE
Specializing in voice and data communications service, repair, installation, sequencers and on-hold messaging. GUARANTEED LOWEST INDUSTRY PRICE!www.�delitycom.com.........................800-683-5600
WINGS
Restaurant Upholstery ExpertsRepaiR
Remodeling
Custom Build
561.981.6200 www.vinylrepairmaster.com
VINYL REPAIR
TOMATO PRODUCTS CONT.
TRAINING
SUPER DOUGH BOWLSNon Stick • Easy to Clean • FDA Approved Plastic
Heavy Weight • Last 10X longer than metal! Replace your dented ones TODAY !
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
SUPER DOUGH BOWLS
SPICE FORMULATION, BLENDING & PACKAGING CONT.
January/February 2015 pmq.com 97
RG-JanFeb15.indd 97 12/17/14 4:47 PM
PIZZA HALL OF FAME
After Italian immigrant John Spallacci opened a bar in Minneapolis in 1953, he decided to cook up a little fi nger food for hungry patrons—and what
better pick than pizza? Eddie Peck bought the operation (and the now-beloved cracker-crust pizza recipe) in 1961 and wisely continued the tradition, jostling between a little make area in the front window, an undersized oven and ravenous bar-goers. To serve the growing crowds, Peck enlisted his wife and mother to whip up sauces and dough as he churned out handmade sausage. “They gained a reputation as a place to stop for pizza and a beer; word spread, and the place was bursting at the seams,” recounts Jim Kruizenga, current president and CEO of Broadway Pizza (broadwaypizza.com). “When the I-94 was built in the early '70s, they moved two blocks down to a beau-tiful property overlooking the Mississippi—and that move pushed them to expand.”
By the time Peck was ready for retirement in 1990, Krui-zenga, a former supper club operator, jumped at the chance to own a piece of the pizzeria he'd personally enjoyed for so many years. Since then, he has raised Broadway to new heights, growing it from only a few locations 25 years ago to 18 today in the Twin Cities area. The pizzeria is now known for its lively full-service bars, family-friendly
dining environment and diverse menu (Kruizenga added deep-dish, hand-tossed, build-your-own sandwiches, and gluten-free options over the years). But its iconic reputation still relies on Spallacci's cracker-thin pies. “Longevity has its merits, and we really embraced our heritage while building a more expansive concept,” Kruizenga says. “Hearing the phenomenal stories people share about coming here for decades—it's just amazing how Broadway Pizza has inter-acted in so many people's lives.”
Kruizenga sees further expansion in his future. Last June, he opened a fast-casual Broadway Pizza concept, including full bar and restaurant, in Garrison, Minnesota—but with a twist: There's a Burger King under the same roof (the only co-branded concept BK has ever approved, he notes). And after considerable early success, a couple more are already in the works. “There's always pressure to be amazing, but though we evolve and embrace some new things, we continue to be successful and able to grow because we refuse to abandon our roots,” asserts Kruizenga. “We take our time; we're just little guys, and we’re not trying to be that 100-restaurant chain. 'Blocking and tackling' is my mantra. It's not about doing one thing correctly, but everything possible. That's what it takes to be successful.”
Broadway PizzaThis Twin Cities icon strikes an amazing balance between heritage, modernity and innovation. By Tracy Morin
HAS YOUR PIZZERIA BEEN IN BUSINESS FOR 50 OR MORE YEARS? IF SO, CONTACT US AT [email protected].
(Left to right) The original Broadway Pizza, shown here in 1975, began as a bar in 1953; a caboose became the landmark announc-ing Broadway Pizza after its relocation in the ‘70s; Eddie Peck purchased Broadway Pizza in 1961 and directed the business for nearly 30 years.
EvEvEvEEvee aaaa sssssececececcrererereret tt t t ininininingrgrgrgrgrededededieieieieeientntnnn —yy—y—y—yououououoour r r rr papapapapapassssssssssioioioioionn n n n fofofofof r rrr mamamamamakikikikikingngngngngn iiiiit t tt bebebebebetttttttttttererererer.... ItItItItt’s’s’s’s’s’ wwwwwhyhyhyhyhyy yyyyyououoouououu iiiiiinsnsnsnsnsnnsisisisisist t tt ononononno ttttthehehehehe bbbbbbesesesesest tttt ininininingrgrgrgrgrededededede ieieieieientntntntntnts.s.s.s.s.s ererere y y yy y yy y pipippipipipipipipipipippipizzzzzzzzzzzzzzzzzzzzzzaaaa aaa aa yoyoyoyoyoyoyoyoyoyoyoyou uu uu uu uuuuuu mamamamamamamamaamaamam kekekekekekekekekekkkkk hhhhhhasasassasa aa
AnAnAnAnAnddddd yyyyyy tttttto o o o o o enenenenensususususurerererere oooooururururur tttttomomomomomatatatatoooo prprprprp odododododducucucucuu tstststs dddddelelelele ivivivivivererererer ccccconononononsisisisisistststststenenenenentltltltltly y y y y frfrfrfrfrfreesesesese h h h h h tatatatatastststststste.e.e.e.e.e WWWWWWWWWWWititititith h h hh nonononono aaaaaddddddddddititittiviviviviviveseese ooooor r rr prprprprpreseseseseserererererrerrrvavavavavavaatititititittit vevevevevevv s,s,s,s,s, d d d d dd dd whwhwhwhwhwhwhwhwhwhwhwhw y yyy yyy y y yyyy wewewewewewewewewewwe wwwwwwwwwwwwwwworororororororororororororrororro kkkk kkkkk k k kkkk kk titititititiitititititiirererererereerererr leleleeleleleleleleel ssssssssssssssss lylylylyly
sssss pppppprorororororotetetetetectctctccts s sss ththththheeeeee tototototott mamamamammm tototototo’s’s’s’sss tttttrururururue ee e e gogogogogoodododododnenenenenessssssssss... . TaTaTaTaTaststststs e e e e e fofofofoffoff rr r r r yoyoyoyoyoururururru seseseseseeelflflflflfl .... ViViViViVisisisisisitt t t esesesesescacacacacaalololololon.n.n.n.n.neneneenenettt t t fofofofofoffor r rrrr a a a a a frfrfrfrfreeeeeeeeee ssssssamamamamama plplplplpllp e.eeee.e.eeeououuuuuouuuouuuuuuuoour rrrrrrr gggegegegeggentnttntntntlleleleleleleleeee ppppppppppprororororororororororooocececececececececececcec ssssssssssssss
FrFrFrFrFrF esesesesesh-h-h-h-h-PaPaPaPaPaPP ckckckckckedededededde CCCCCCCalalalalallifififfiififorororororooo ninininininia a aa a a ToToToToToT mmmamammmamm totooooeseseseses
©201©2010014 EsEsEsEscalocalol n Prn Prn PrPrrrP emieiemmeme r Brr Brr BrBrBrBrr BrB andsandsandandanddd
66269 ESC Passion-PMQ.indd 1 3/7/14 3:00 PM
pizzahalloffame.com
98 PMQ Pizza Magazine The Pizza Industry’s Business Monthly
halloffame.indd 98 12/17/14 4:48 PM
EvEvEvEEvee aaaa sssssececececcrererereret tt t t ininininingrgrgrgrgrededededieieieieeientntnnn —yy—y—y—yououououoour r r rr papapapapapassssssssssioioioioionn n n n fofofofof r rrr mamamamamakikikikikingngngngngn iiiiit t tt bebebebebetttttttttttererererer.... ItItItItt’s’s’s’s’s’ wwwwwhyhyhyhyhyy yyyyyououoouououu iiiiiinsnsnsnsnsnnsisisisisist t tt ononononno ttttthehehehehe bbbbbbesesesesest tttt ininininingrgrgrgrgrededededede ieieieieientntntntntnts.s.s.s.s.s ererere y y yy y yy y pipippipipipipipipipipippipizzzzzzzzzzzzzzzzzzzzzzaaaa aaa aa yoyoyoyoyoyoyoyoyoyoyoyou uu uu uu uuuuuu mamamamamamamamaamaamam kekekekekekekekekekkkkk hhhhhhasasassasa aa
AnAnAnAnAnddddd yyyyyy tttttto o o o o o enenenenensususususurerererere oooooururururur tttttomomomomomatatatatoooo prprprprp odododododducucucucuu tstststs dddddelelelele ivivivivivererererer ccccconononononsisisisisistststststenenenenentltltltltly y y y y frfrfrfrfrfreesesesese h h h h h tatatatatastststststste.e.e.e.e.e WWWWWWWWWWWititititith h h hh nonononono aaaaaddddddddddititittiviviviviviveseese ooooor r rr prprprprpreseseseseserererererrerrrvavavavavavaatititititittit vevevevevevv s,s,s,s,s, d d d d dd dd whwhwhwhwhwhwhwhwhwhwhwhw y yyy yyy y y yyyy wewewewewewewewewewwe wwwwwwwwwwwwwwworororororororororororororrororro kkkk kkkkk k k kkkk kk titititititiitititititiirererererereerererr leleleeleleleleleleel ssssssssssssssss lylylylyly
sssss pppppprorororororotetetetetectctctccts s sss ththththheeeeee tototototott mamamamammm tototototo’s’s’s’sss tttttrururururue ee e e gogogogogoodododododnenenenenessssssssss... . TaTaTaTaTaststststs e e e e e fofofofoffoff rr r r r yoyoyoyoyoururururru seseseseseeelflflflflfl .... ViViViViVisisisisisitt t t esesesesescacacacacaalololololon.n.n.n.n.neneneenenettt t t fofofofofoffor r rrrr a a a a a frfrfrfrfreeeeeeeeee ssssssamamamamama plplplplpllp e.eeee.e.eeeououuuuuouuuouuuuuuuoour rrrrrrr gggegegegeggentnttntntntlleleleleleleleeee ppppppppppprororororororororororooocececececececececececcec ssssssssssssss
FrFrFrFrFrF esesesesesh-h-h-h-h-PaPaPaPaPaPP ckckckckckedededededde CCCCCCCalalalalallifififfiififorororororooo ninininininia a aa a a ToToToToToT mmmamammmamm totooooeseseseses
©201©2010014 EsEsEsEscalocalol n Prn Prn PrPrrrP emieiemmeme r Brr Brr BrBrBrBrr BrB andsandsandandanddd
66269 ESC Passion-PMQ.indd 1 3/7/14 3:00 PMhalloffame.indd 99 12/17/14 4:48 PM
halloffame.indd 100 12/17/14 4:48 PM
Links to Extra Content Featured Video: PMQ Biz Tip: Tom “The Dough Doctor” Lehmann offers a quick tip for mixing and prepping your pizza dough more effi ciently.
Featured Video: Cooking with PMQ: Featuring Tom “The Dough Doctor” Lehmann’s classic pizza dough recipe.
Featured Video: Pizza 360: Interview with New York blogger Jason Feirman of “I Dream of Pizza”
PMQ Biz Tip: Tom “The Dough Doctor” Lehmann
Cooking with PMQ: Featuring Tom “The
Pizza 360: Interview with New York blogger
January/February 2015 pmq.com 101
DigitalEditionExtra_JanFeb15.indd 101 12/23/14 8:59 AM
