Social Couponing Making it work for your pizzeria
Volume 20 Issue 7 December 2014
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12 Social couponing
Paper coupons are going digital: find out how to make them work for your pizzeria
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COVER: Social couponing, done right, can build brand buzz, increase social following, reach new customers, engage a target market and increase sales. See story on page 12.
16 The BoTTega BlueprinT
The Covone family has brought the taste of Naples to Montreal
20 chef compeTiTion and
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pizza Show Join forceS The excitement was palpable at the Chef of the Year competition – get the scoop from the Canadian Pizza Show floor
24 proTecTing your pizzeria Keep pests in their place during the colder months
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www.canadianpizzamag.com
deparTmenTS 6
editor’s desk
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pizza bites
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the pizza chef
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marketing insights
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making dough
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new products
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pizza on fire
DECEMBER 2014 pizza 3
“Packed from Fresh Tomatoes, Not from Concentrate”...
President Tom Cortopassi (kneeling) and “Coach” Dino Cortopassi (standing) in one of our
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Tom Cortopassi President/Owner
Dino Cortopassi Coach/Owner
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The “Real Italian” Tomato Company 1202 “D” Street
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from the editor’s desk December 2014, Vol. 20, No. 7
A leap of necessity rowing pains can certainly be stressful, Pizza Nova president Domenic Primucci said in his keynote speech at our recent Canadian Pizza Show. “But every once in a while you have to hit that refresh button because the system needs updating, and we need change.” Pizzerias, like all businesses, innovate every day by necessity and by entrepreneurial nature: they develop new recipes, adopt new business models and try new marketing strategies. All this is aimed at pulling in more and different customers, and presenting an image of keeping up with the times. These days change often brings to mind the steady stream of online and electronic innovation that, depending on your age and outlook, you have come to expect, eagerly anticipate, tolerate or fear. This area seems to be where many business owners need education, support and motivation to try something new. All this talk of apps, devices, operating systems, social couponing and mobile wallets can be a little bewildering. It can also be very exciting. Canada is a nation of early adopters, as a Canadian Internet Registration Association report from last June asserts: “Canada has among the highest Internet penetration rates in the world – 87 per cent of Canadian households are connected to the Internet (ranking second among its G8 counterparts, behind only the United Kingdom).” Canada ranks number 1 overall in the number of web pages visited per month and Canadians are second only to the U.S. for the average number of hours spent online per user, says a new report from the Internet Association, a group that represents major Internet companies such as eBay and Amazon, as well as users. The report paints a picture of a pretty wired population: “Canadians buy and sell
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Associate Editor Colleen Cross ccross@annexweb.com 519-428-3471 ext. 261 Publisher Christine Livingstone clivingstone@annexweb.com 519-429-5173 888-599-2228 ext. 239
on eBay, find flights on Expedia . . . search for restaurants on Urbanspoon . . . send text messages while using the TimmyME mobile app to locate the closest Tim Hortons, refill their Tim Card or even pay with their mobile phone.” But consumers, not small businesses, are doing most of the adopting, and this trait does not filter down, the report says: “While Internet usage in Canada is high, only 41.1 per cent of Canadian small and medium-sized businesses have a website.” A StatsCan report, “Digital technology and Internet use, 2013,” says only 10 per cent of small businesses are selling online, compared to 30.5 per cent of large firms. One of the association’s more interesting recommendations may sound familiar. Remember the Home Renovation Tax Credit that motivated us to retrofit our homes? Well, it suggests a similar “Digital Renovation Tax Credit” would encourage businesses to retrofit their online presence. Eligible expenses might include getting a website, advertising online, optimizing an existing website for smartphones, app development and setting up online pay options. This kind of financial incentive is needed by Canadian pizzerias ready to take the next leap in technology. Plenty of pizzerias have an online presence, but wouldn’t it be great if such incentives extended to the more cutting-edge tools? Social marketing strategies such as Virool and mobile wallets like Apple Pay are just some of the tools highlighted by Jason Harris of Garlic Democracy during our pizza show panel. There are other creative tools out there that can help your pizzeria grow and thrive. It’s time to do a little research and put them to work for your business. It’s no longer a leap of faith but one of necessity. •
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Account Coordinator Shannon Drumm sdrumm@annexweb.com 888-599-2228, ext. 219 Media Designer Gerry Wiebe Group Publisher Martin McAnulty mmcanulty@annexweb.com President Mike Fredericks mfredericks@annexweb.com Mailing Address P.O. Box 530, 105 Donly Dr. S., Simcoe, ON N3Y 4N5 PuBLICAtION MAIL AGREEMENt #40065710 REtuRN uNDELIVERABLE CANADIAN ADDRESS tO CIRCuLAtION DEPARtMENt, P.O. Box 530, Simcoe, ON N3Y 4N5 email: subscribe@canadianpizzamag.com Published seven times per year (Jan/Feb, Apr/May, Jun, Jul/Aug, Sept/Oct, Nov, Dec), by Annex Publishing & Printing Inc. Printed in Canada ISSN 1203-6838 Circulation email: subscribe@canadianpizzamag.com tel: 866-790-6070 ext. 207 Fax: 877-624-1940 Mail: P.O. Box 530, Simcoe, ON N3Y 4N5 Subscription Rates Canada – 1 Year $ 19.00 (+ applicable tax) Best pricing (Can/uSA/foreign) available online at www.canadianpizzamag.com Occasionally, Canadian Pizza Magazine will mail information on behalf of industry-related groups whose products and services we believe may be of interest to you. If you prefer not to receive this information, please contact our circulation department in any of the four ways listed above.. No part of the editorial content of this publication may be reprinted without the publisher’s written permission. ©2014 Annex Publishing and Printing Inc. All rights reserved. Opinions expressed in this magazine are not necessarily those of the editor or the publisher. No liability is assumed for errors or omissions. All advertising is subject to the publisher’s approval. Such approval does not imply any endorsement of the products or services advertised. Publisher reserves the right to refuse advertising that does not meet the standards of the publication. www.canadianpizzamag.com
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pizzabites Domino’s goes 100% Canadian with cheese omino’s Pizza of Canada has committed to using only cheese made from 100 per cent Canadian milk on all its pizzas and other menu items. The company, based in Leamington, Ont., has entered a partnership with Dairy Farmers of Canada by committing to using only cheese made from 100 per cent Canadian milk on all its pizzas and other menu items. Domino’s is the first national pizza company in Canada to have made this commitment, said a news release from the company. “Domino’s is a strong believer in fresh, high quality and local products and is a proud supporter of Canadian dairy farmers,” said Michael Curran, president of Domino’s Pizza of Canada, in the release. The company’s commitment is expected to have a positive impact on the Canadian dairy industry given that the pizza company purchases more than 4.8 million kilograms of cheese each year for use in its menu items. “We are proud that Domino’s has made this commitment to our Canadian dairy farmers,” said Wally Smith, president of Dairy Farmers of Canada. “Canada has some of the greatest cheeses in the world, and with good reason, since its main ingredient, 100 per cent Canadian milk, is renowned for its high quality, purity and great taste.” Canadians consumers will now see the 100 per cent Canadian milk symbol on all Domino’s menus, on top of its pizza boxes as well as on its website.
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Half of U.S. consumers eat out once a week says Technomic C
onsumers rarely skip dinner, and while most dinners are prepared at home, 53 per cent of consumers use food service for these occasions at least once a week, says research firm Technomic in a recent report. What sends them away from home? Convenience plays an important role, suggests the report, entitled Canadian Dinner and Late-Night Consumer Trend Report. Cravings are another strong driver, as restaurant-goers look for foods they love, but may not be able to duplicate at home. Another key consideration for today’s consumers revolves around the experience – tying together all the ambiance and service elements that contribute to an enjoyable dining occasion. “Consumers say the sheer enjoyment of dining out is vital for dinner and late-night occasions,” said Darren Tristano, Technomic’s executive vice-president, in a news release. “Key attributes like attentive service, an appealing ambiance, and a craveable mix of menu offerings can combine to create experiences that attract evening traffic
and give operators more opportunities to capitalize on dinner and late-night visits.” The report yielded some interesting findings: About a quarter of consumers visit restaurants for happy hour (28 per cent), late-night snacks or drinks (27 per cent) and special-occasion dinners (23 per cent) at least once a month. When choosing a dinner spot, good overall value is important to 83 per cent of respondents, while just 63 per cent cite low prices, stressing the importance of value over cost. Health is more important for dinner than late-night visits: 53 per cent of consumers say healthy options are important when choosing a dinner restaurant versus 30 per cent who say the same for choosing a late-night spot. Appetizers, snacks and small plates are ideal for evening foodservice visits: 57 per cent of consumers order appetizers for dinner at least sometimes, while 45 per cent order appetizers and snacks for late-night occasions.
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pizzabites
Canadian restaurant chains grow as independents decline t may be a few years before food service is booming again in Canada and before restaurateur and consumer confidence is restored, but fast-casual is a promising growth area, suggests the annual restaurant census from NPD Group. The census, entitled ReCount, reports that 853 restaurants closed their doors between 2012 and 2013, the majority of which were independent establishments. Chains, however, are on the rise and have fared well in most provinces during the same time frame, making them the bright spot in the declining industry, said the report. Canadian chain restaurants grew by 52 units while independents decreased by 905. Looking specifically at each province, Ontario had the largest unit increase of chain restaurants (101) followed distantly by Quebec (42), but both provinces also had the largest decline of independents, down 366 and 264 units respectively. “The numbers are most extreme in Ontario and Quebec because these provinces are catering to the largest populations nationally; as a result their foodservice industries are constantly evolving,” said Robert Carter, executive director of Foodservice at
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Boston Pizza launches urban store design in Vancouver B
oston Pizza is making its first foray into the urban concept in British Columbia with a 275-seat, 6,000-squarefoot restaurant that features an outdoor patio. The Stadium District location is the first of two urban concepts to open. The second, located in the Theatre District, was set to open in mid-November. “The Vancouver locations have been specifically chosen to accommodate two groups of people who have been underserved in downtown Vancouver until now – the urban family and the avid sports fan,” said Alan Howie, executive vice-president operations, Boston Pizza International, in a news release. “The new store design will make guests feel like they’re in a downtown, urban restaurant and bar.” The chain’s new urban design concept has a host of exciting décor enhancements including a bar, a 291-inch, custom-made curved HD projection screen and a sports bar that is redesigned to make it easy to catch all the action from any seat at the bar. “In our industry adaptability can be a game changer. We noticed a gap in Vancouver’s dining options for the urban family, and saw a real opportunity to fill that void by combining a family-friendly atmosphere with a modern, urban setting,” said Howie. As part of the restaurants grand opening celebrations, the new store donated $2,000 to the BC Children’s Hospital from all of the gratuities received during its dress rehearsals.
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NPD Group. “That said, it can be difficult for independent restaurants to survive in any market when up against trusted chains that are more familiar to the public and that have bigger budgets to fund their promotional campaigns.” Quick-service restaurants (QSRs), which fall within the overall restaurant count, mirror national trends. Zeroing in on this particular sub-category, QSR chains across Canada opened 152 doors while independents closed 716. Moreover, the relatively new fast-casual segment is holding its own in the foodservice industry. With a steady year-over-year increase since 2009 and the opening of 101 new restaurants in 2013, fast casuals are predicted to be a continued source of revenue. “Fast-casual restaurants – the healthier, more affordable middle ground between quick-service and full-service establishments – are still relatively underdeveloped in Canada, but are a happy medium for consumers in search of a meal away from home,” said Carter. “This growing segment continues to thrive, and we are tracking the longevity of the chains and independents that fall within the category to determine if the changes are also reflective of national trends.”
cover story
Social couponing Making it work for your pizzeria BY COLLEEN CROSS
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ustomers of all ages seem to like coupons and the feeling they bring of getting special treatment. With so many seeking out businesses through web pages and connecting through social media sites such as Facebook, Twitter and Instagram, it makes sense that coupons of the paperless variety are becoming the new normal. “Couponing has become cool again, but this is not your grandma’s coupon,” said Michelle Finnerty, a product developer for Pizza Hut, as quoted in “Dealing pizza meals to millennials” in Meat and Poultry. Finnerty pointed out that plenty of young people consider themselves thrifty. While some pizzerias have not felt the need to lift sales by offering coupons, be they digital or traditional paper, others are using the strategy to pull in new customers. Have you been thinking of jumping into digital, or social, couponing? Pizzerias and other businesses are choosing to use digital coupons for a number of reasons, but as with any marketing strategy, with the rewards come risks. The term “social couponing” encompasses deal-of-theday sites like Groupon and LivingSocial; companies offering coupons for fans on Facebook (just online versions of traditional coupons) and stores offering “print and redeem” coupons on their websites. “ ‘Printing’ an online coupon isn’t even necessary anymore, now that smartphones plus QR codes can be used right at the register,” says Brent Purves of Stir Media Communications, a Vancouver company that offers social media monitoring and online reputation management services. “Lots of Stir’s social promotion campaign clients offer coupons as incentives for contest entries or social likes and shares. That type of couponing is simply loyalty-based digital couponing.” Kevork Kalaydjian, owner of Capri Pizza in Windsor, says
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the store uses three types of coupons: web page coupons that customers can print off or present on their smartphones for a free salad or $5 off pizza, Facebook coupons to encourage already-engaged customers and coupon-book deals through third-party entrepreneurs. “We want it to grow organically. So we try to offer a little better deal on Facebook, just so we can see where the traffic is coming from,” says Kalaydjian. They started using digital coupons to increase their customer database, he says. “We were a bit behind the times, he says. “You think you’re ahead of technology and it just passes you by every time, but you’ve got to keep up.” “Don’t get me wrong – we also do print ads. I think the combination still is important. A lot of people like to see the ads ... there are a lot of customers who aren’t on computers as much or aren’t computer savvy.” Capri also sometimes works with entrepreneurs who come around and offer coupon-book deals through a cluster of non-competitive restaurants such as Chinese take-out places and Tex-Mex restaurants, he says. These efforts, while not a major focus, help drive traffic to a geographical spot, he says. “It’s a good way to get new customers.” why do iT? A social promotion of any kind (including social couponing) potentially has plenty of benefits, says Purves. It can build brand buzz, increase social following, reach new customers, engage a target market, take advantage of free wordof-mouth advertising, increase web traffic, improve search rankings, and increase sales. These come with a caveat, he cautions. “All digital/online marketing tactics will help a business achieve these things –
“ ‘Printing’ an online coupon isn’t even necessary anymore, now that smartphones plus QR codes can be used right at the register” – Brent Purves, Stir Media Communications
Social couponing can build brand buzz, reach new customers, engage a target market, take advantage of free word-of-mouth advertising and increase sales.
if done well.” These include website redesign, search engine optimization, pay-per-click advertising, social media marketing, social contests and sweepstakes, blogging and content marketing. The key is that they must be done well, he says. Beware The piTfallS If done wrong, a campaign can backfire in a big way, he says. “More than with TV, radio, and newspaper, social media can spread news – good and bad – like wildfire. Never forget: an unhappy customer is exponentially more likely and motivated to post a bad review online than a happy, satisfied one.” Consider the case of Ohio pizza chain Donatos, which withstood a viral firestorm after a coupon for a free pizza was emailed to a number of the chain’s customers and went viral on social media. “So many people tried to cash in the coupon for a free large, 14-inch, one-topping pizza that five Columbus locations closed early ... [one day] after running out of dough,” reported The Columbus Dispatch. “Donatos isn’t sure how it happened. The company did not authorize the release of the coupon, although it did come
from its system. The company was not hacked and no customer data fell into the wrong hands, the chain’s CEO Tom Krouse told the newspaper, estimating the original coupon went through email to fewer than 1,000 people, but went viral once it hit social media and couponing. Donatos’ management team, who did not respond to calls from Canadian Pizza, not only controlled the damage but also turned the situation to the brand’s advantage by honouring the coupons. This marketing muddle isn’t necessarily an example of a social couponing fail because the company hadn’t intended to run a social coupon campaign in the first place, says Purves. “Rather, their grave mistake was in bad online marketing management (the fact that the coupon was sent at all), and failing to take care with a customer database.” Purves’ company helps businesses who’ve run into trouble on social media try to repair damage done to their brand, he says. “But these services are complicated and expensive. We’d be much happier to see businesses plan strategic and built-for-success campaigns. We’d suggest that business owners take as much care with online marketing as they do with ensuring the quality of their products and services.” Daily deals have their own much-publicized risks. Conversations with friends who’ve tried to redeem Groupon deals may include the following scenarios: they’d gone out of business, the coupon had expired, they weren’t honouring
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cover story the deal, they weren’t taking appointments until next year, the particular deal was an exclusion. Forbes magazine’s “How to Avoid Being Burned by Groupon” provides some advice: “... don’t simply ‘do a Groupon’ and hope that alone will put your business on the map. . . . That’s not management, that’s passivity. Go forth boldly. Incorporate coupon discounting within an overall marketing strategy that you alone are responsible for.” Instead of doing daily deals, Purves recommends strategic online promotions that include coupons. “The outcomes in those campaigns are more predictable, and the success is easy to measure. Many of our clients have run exciting social contests or sweepstakes – for example, ‘Like our page on Facebook for a chance to win this once-in-a-lifetime holiday!’ – and offered a coupon to every person who enters as a way to say ‘Thanks for playing!’ ” In that way, he says, the benefits are measurable and immediate: each new social like/follower costs, in this case, the value of the coupon. The maximum number of entries can be capped, and so the number of coupons is capped. This helps businesses meet the broader goals of building brand buzz, increasing social following, engagement and traffic, and improving search rankings. Although coupons seem to be on the radar of most as a potential marketing strategy, not all pizzerias use them. Antica Pizzeria, which is located in the tourist district of Niagara Falls, Ont., doesn’t feel the need to use coupons at the moment, says David Mascia, who handles marketing for the restaurant. “We’ve been doing well without it. A lot of people do use it around this area, but we don’t use it.” Sometimes they do contests on social media to show their appreciation and encourage customers to get more involved in the restaurant, and recently they started offering digital gift cards. “Would I get into Groupon? Possibly. A lot of people do use it. But right now our numbers have been OK. So we don’t feel the need to use coupons right now, but there’s always a possibility for the future. It seems like the trend.” Cory Medd, owner of Two Guys and a Pizza Place in Lethbridge, Alta., is similarly reluctant to use coupons. “In the beginning, we used to use coupons to drive business, especially in handbooks for university and college students. They don’t do it as much now, says Medd, preferring to give out free pizza and let people sample the product. He hasn’t seriously considered using Groupon deals, “Even if we offered a deal – ‘Come in on Mondays from 6 to 9 and get a deal’ – we’d be busy on Mondays but they’re not going to call us back on Tuesday, Wednesday, Thursday, Friday. They’ve got their pizza fix for the week,” he says. “We offer a good product, good value and great service, so that is more my focus than couponing. “The Perils of Social Coupon Campaigns,” an article that appeared in MIT Sloane Management Review, suggests that even though some businesses seemed to get new customers as a result of their social coupon campaigns, the long-term results were bad and the financial ramifications bad, says Purves.
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“In their current form, social coupons are not ideally suited to ensure customer acquisition and yield business profits. Although all three of the businesses we studied captured significant numbers of new customers with their coupon offers, each saw substantial losses during the month the coupon campaigns were launched, which in turn created significant financial burdens. Such losses would not have been so serious if the businesses were able to achieve higher revenues and increased profits in future months. However, this was not the case. Despite their best marketing efforts, the three businesses had difficulty retaining most of the new customers who were attracted to the coupon offers.” if you do iT, do iT righT With about 14 million Canadians using coupons or daily deals, as estimated by the Canadian Deals and Coupons Association, you’ve good reason to consider using coupons. The association’s goal is to help businesses by providing guidance on best practices and access to research. Purves suggests pizzerias start with a solid plan to track resources, timeline, responsibilities and goals. “Make use of the countless online analytics tools available to track campaign success, and monitor results. You should be ready to modify tactics at any time throughout the campaign and to respond to pitfalls.” For those businesses wanting to give social couponing a try, there are ways to “hedge your bets” and business owners can take steps to avoid some of the #SocialCouponingFails we’ve all read about. “If you’re going to try a social coupon / Groupon, do it as part of a multi-tactic and strategically planned online marketing campaign. Use social media to promote what’s happening on the website, and use a blog post on the website to promote what’s happening on Groupon and so on,” he says. Plan well and measure often, he advises. Kalaydjian advocates clarity: “I think you’ve got have a very simple, easy, clear policy for online coupons,” he says. “That goes for any coupons, but especially for online. Because people are bringing them in on phones and reading them quickly, things will happen – the expiry dates are wrong, it’s the wrong size – but these are oversights caused by either us or the customers not having a clear message.” •
The World’s Largest Pizza Show Is Bigger and Better Than Ever!
March 23-26, 2015 (Exhibits March 24-26) Las Vegas Convention Center www.PizzaExpo.com 800-489-8324
Plan on bringing a good pair of walking shoes! For the last three decades, International Pizza Expo has strived to provide you with a pizza-specific, all-underone-roof marketplace. This year is no exception. If you’re a Pizza Expo Veteran, then you know what to expect — if you’re a first-time attendee — get ready to experience our 5 1/2 football field-size show floor — the largest, best-stocked show floor on the planet! Our exhibitors are there for one thing and one thing only — to provide you, the pizzeria owners and operators with the products, support and contacts you’ll need to grow your operations over the coming year. Here are just a few of the highlights of the upcoming International Pizza Expo® 2015:
ENJOY BOTH OF THESE SHOWS FOR THE PRICE OF ONE!!! 1 - International Pizza Expo ® 2015 2 - 2014 Amusement Expo The 2014 Amusement Expo – Thursday, March 26, 3 p.m. - 5 p.m.
2 FOR 1
FOR INFORMATION OR TO REGISTER, CALL 800-489-8324 OR VISIT WWW.PIZZAEXPO.COM
• School of Pizzeria Management – advanced training in pre-show workshops • Special Monday Programming – a can’t-miss event for new operators • Keynote Addresses Free for All Attendees – by “Gen Y Guy” Jason Dorsey and Chicago pizza advocate Lou Malnati • Expanded International Pizza Challenge – Pizza Maker of the Year Competition • Pizza Expo Block Party – FREE for all attendees * $20,000 MEGA BUCKS Giveaway – One lucky attendee will WIN! • Craft Beer Pavilion and Related Education Sessions • 90-Plus Seminars, Workshops and Demonstrations • Over 800 Exhibitors
feature
The Bottega blueprint Find out how the Covone brothers brought the taste of Naples to Montreal BY COLLEEN CROSS
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bout a decade ago, the Covone family decided Montreal’s Little Italy pizza scene was missing something. That something was Napoletana pizza. Fabrizio Covone, now co-owner of Bottega Pizzeria with his brother Massimo, decided to go to Naples himself, learn how to bake authentic Napoletana pizza and bring this knowledge back to Montreal. It took two years in Zona Vesuviana, which translates as “closest to the valley,” to learn his trade and earn his stripes among the Naples chefs. Fabrizio lived just outside Naples, working in several pizzerias, making friends and generally assimilating. There was no easy way into the trade, he says, as the old-world secrets are jealously guarded and passed from generation to generation. “I had to basically prove to them where I was from, that I wasn’t stealing recipes, that I was opening up a place in Canada, and not next door to them,” he says. “You get a certain respect and trust. They open up to you; they show you everything. I’m so grateful for that.” What is the secret? There are two parts, he says: dough and oven. The dough is well hydrated for between 24 and 72 hours. To bake it properly, his first step on arriving home in Montreal was to import a woodfired oven capable of reaching temperatures of 900 F in 90 seconds. Armed with this hard-earned knowhow, he and brother Massimo, with
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support from their parents, Aniello and Giovanna Covone, opened Bottega Pizzeria, their tribute to the classic Napoletana style, in 2006 on St. Zotique Street in Little Italy. It proved such an immediate success that in 2010 they opened a second location on St. Martin Street in Laval. Massimo, 32, manages all things frontof-house, including accounting, promotion, customer service, staff and dining room service. “I am more on the creative side,” says Fabrizio. As owner and head chef, Fabrizio, 33, manages the back and they have other chefs as well. “We always jump in when and if we have to.” Fabrizio divides his time between Laval and Montreal and Massimo splits his time three ways among the two Bottega locations and Hostaria, a nearby fine-dining restaurant he co-owns with several partners, including his father. Aniello Covone is a fixture of the Montreal fine-dining scene, having run La Trattoria Capricciosa beginning in the 1980s, then Il Mulino since the late 1990s, which in early 2012 morphed into Hostaria. Fabrizio and Massimo learned much about the restaurant business working in the family restaurant with their father and mother Giovanna, an accomplished pastry chef. “They are our conseillers – our advisors,” he says. The pizzerias are open from 5 p.m. to midnight and closed Mondays, and they are bustling with customers, especially on
summer weekends. Although reservations are a must, staff do try to accommodate walk-in traffic by steering them toward slower times, before 6 p.m. or after 10, he says. Why is the place always hopping? Local food critics gave it high marks – in at least one case, four out of four stars, he says, adding that it’s been their goal to raise the bar on the classic pie. “I hear atmosphere, I hear consistency in the food quality, I hear that people feel like they are not in Montreal, but somewhere else – in Europe, in Italy,” says Fabrizio when asked why people come back. “Our personalities reflect on our wait staff, our character as well,” he says. “We put a lot of man-hours and a lot of energy into training our staff to run the place the way we’d want it run. When I hear from a client, this waiter did a fantastic job, I know I am doing a fantastic job as well.” About 20 employees work at each of the two locations. Finding great locations is a high priority and a challenge. It’s difficult to get a balance of all the characteristics you need from someone to do the job, says Fabrizio. “One person is more responsible, one has more character, one is more loyal. But
To come as close as possible to the authentic napoletana style, fabrizio covone imported a wood-fired oven capable of reaching temperatures of 900 f in 90 seconds.
david luciano and claudia ficca
it’s the whole package you want. “And it’s not easy to find. When we do find that, we are grateful and we treat them with the utmost respect.” New employees shadow the more experienced for about two to four weeks before they are ready to work on their own. It may take longer if they are part time. “It depends how fast they can learn,” he says. The brothers try to keep their Montreal and Laval locations as uniform as possible in terms of atmosphere, menu and business operations. The only thing that’s different in Laval, says Fabrizio, is that the head chef offers specials of the day. These depend on both the chef’s creativity and the seasonal produce that’s available. “That’s the only carte blanche they have and basically the only thing they’ll change between the two menus,” he says. “And we might have a couple different wines, but that’s about it.” Although their image and service across locations is consistent, they don’t see Bottega as a brand. “We don’t like to look at it as a franchise,” says Fabrizio. “We accommodate the clients of Laval because they are different from the clients of Montreal.” As for promotion, it’s minimal, he says.
But although it’s only in the past year or two they’ve been on social media, those channels buzz with comments like this one posted on the restaurant’s Facebook page by Pascal Iacono: “Amazing food! Great atmosphere. Highly recommended! Must try all the appetizers and pizza. Both locations flawlessly consistent. Amazing wine selection.” He says they like the immediate feedback they get through Twitter even when they are not at the restaurant, and they have a presence on Instagram because that’s the only social media site some customers use. “I don’t think it’s a big, big, big necessity to have a full web page. Right now there are places opening up with just an Instagram account and they’re doing well. It’s the right publicity for them.” People want to take one look at their phones and see what’s happening, he says, and no 10 or 15 minutes or even half an hour to do a web search.” As long as you have a web page, he says, it can be just a splash page with your basic information to allow the customer to get in contact with you and find the restaurant. The average time people spend looking on their phone looking at our web page is a minute to a minute and 20 seconds, he says.
“We have the website,” he says, “but all the clients we’ve gathered have been through bouche à oreille – or word of mouth.” Their specialty, the Margherita pizza, which features San Marzano tomatoes, mozzarella and basil, is one reason customers are talking. For Fabrizio, this traditional pie is the great leveller. “My classic is always the Margherita pizza. When I go to any pizzeria in any city. That’s the one I always order; it’s the base of every pizza and it gives you the chance to try the tomato sauce, the mozzarella and the dough all in one bite.” “If the Margherita is good, all the other pizzas should fall in line,” he says. Maintaining that kind of quality and consistency is not easy, he says. “I would say the biggest challenge even from Day 1 is keeping the pizza not just as consistent as possible but also as true as possible. That’s the hardest thing.” Clients regularly ask for substitutions. “For me, it’s not about how the client wants it. It’s about how to duplicate what I learned in Naples. It’s me training the client on how we do it in Naples rather than the other way around,” he says with a laugh. “Every night there are a lot of ‘No’s.’ We can’t afford substitutions. We must keep the pizza as true as possible to the original. It’s my hardest challenge and my biggest passion, so it works together.” “That was my biggest fear when we opened the pizzeria. Are people going to understand what a soft dough is? I had people say it feels like it’s undercooked. It’s not undercooked; it’s just a soft dough. It’s pillowy – and if you cut it open, it’s good,” he says. “The best pizza you could have would be a 12-inch pizza; if you could eat it all and still feel light, that’s the goal.” Judging by the brisk business these pizzerias are doing, that’s a fait accompli. •
DECEMBER 2014 pizza 17
the pizza chef
Costing a large pepperoni pizza Diana Cline
s a consultant, I get a recurring question: “How much should a large pepperoni pizza cost?” When I ask the current selling price of their large pepperoni pizza, I get a variety of answers. Almost everyone I speak to about this is under-pricing their pizzas. How can you control costs if you don’t know what they should be to begin with? First of all, most of you need to throw out the baby with the bathwater. This may sound harsh, but you need to start from scratch and dump all of our preconceived notions about pizza prices; the fact is, they are badly tainted. My next question – “how did you come to decide on the price you set?” – stumps some of you. Answeres range from “the guy or the chain pizza place down the street has his $1 higher” to “I thought that 10 bucks was a good price.” I then ask what your food cost is for that large pepperoni pizza? I ask this question to get a feel for the quality of the ingredients you are sourcing. Often, those who contact me for help don’t know the answer and have homework to do to determine their starting point. Yes, I know that figuring out food cost is boring and tedious, but it is a necessary evil in our business; otherwise, we would have no idea if we are running a profitable business or an unrecognized charity. Unfortunately, unless you know your formula and fix the bad math, you will repeat the same mistakes and lose all that money too. Where’s the profit? Where’s the payoff? In the words of Jerry Maguire, “Show me the money!” Let’s break down that large pizza and show you the money. To figure out your food cost, you must know how much of each ingredient you use per pizza. If you make dough in store, then you need to
A
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know how many large dough balls you me?” I’ll tell you what it tells you: that 35 get out of a batch of dough. For instance, per cent food cost is way too high to make in my pizzeria a 20-kilogram batch will any money in this business. And if you are yield 63 large 18-ounce dough balls. This discounting that large pizza to $9.99 on means that the total yield of a batch of certain days or with a coupon, you need dough is 1134 ounces. Add up the total to plug that number into the equation. cost of the batch of dough; for example, Some of you may be running an average the flour, the yeast, the of 50 per cent or higher oil, the salt, and the sugar food cost. equals $42. Next, divide When you factor in the total number of ounces your labour costs, your Figuring out from a full batch of dough rent, your utilities and evfood cost is into the cost of the batch: erything else, your food in this case, $42/1134 = and labour costs comboring and .04 cents per ounce of bined should be no more dough ball. Finally, multitedious, but it is than 50-55 per cent. That ply the cost per ounce by means that your food cost a necessary the dough ball weight; for needs to be below 30 per example, in my pizzeria cent – ideally in the 20-25 evil in our a large dough ball is 18 per cent range – so that business ounces, so 18 x .04 cents you can offer a couple of per ounce makes my cost coupons (not two for one), .72 cents per large dough cover all your costs and ball. For those of you who maybe even bring home buy ready-to-use dough the bacon. and shells, this is a much simpler math, Before you go poking your eyes just take the cost off your supplier invoice out with the pizza fork, realize that now to figure out how much each ball costs. that you have your figure, you can plug the Do the same for your sauce: as an average, retail price back into that equation to see most large pizzas have 5-6 oz. of sauce. what a large pepperoni pizza should cost. Repeat the process with cheese, then the It’s important you know your starting pepperoni. point before attempting to implement sysAre you asleep yet? Don’t fade out now tems for controlling costs. • – we’re almost done. Add up all the numbers from above and you now have your Diana Cline is a two-time Canadian Pizza Magazine food cost for your large pepperoni pizza. chef of the year champion, internationally recognized gourmet pizzaiolo, owner of Diana’s Cucina & Lounge Now take your food cost and divide the in Winnipeg, Man., and a director for the CRFA from menu price of your large pepperoni piz- 2009-2013. In addition to creating award-winning reciza into that: in this case, $4.50/ $12.99 = pes, Diana is also a consultant to other pizzeria owner/ operators in menu development, creating systems to .350. Now multiply that by 100 for your run a pizzeria on autopilot, along with marketing and positioning to help operators grow their business effecfood cost percentage = 35 per cent. and strategically. She is available for consulting Those who are still with me are prob- tively on a limited basis, for more information contact her at ably saying, “Great, so what does this tell dianaslcline@gmail.com.
marketing insights
Wasting money Michelle Brisebois
t’s not how much money you make that counts…it’s how much you keep. – Your Grandmother If you’re like most restaurant operators, you work incredibly long hours to realize a fairly small profit margin. Increasing your profitability means you must control the costs that make up the lion’s share of your operating costs. For most restaurants, food and labour costs consume 50 to 75 per cent of sales. This makes it easy to dig in and look for ways to minimize waste. It’s generally accepted that a food cost of up to 35 per cent of sales is standard for mid-scale/casual dining and anything above that level is a signal that some belt-tightening is in order. Consider the power of even small gains in food cost control. If a restaurant has weekly sales of $5,000 and food cost represents 40 per cent of those sales, that’s $2,000 of food cost. Take that number down to 30 per cent and $500 of glorious profit has been added to the bottom line. The most important thing you can do towards controlling your food costs is to keep an accurate and up-to-date inventory. Ideally, you should check your inventory weekly. Weigh, measure and tag everything and assign it a cost based on what you paid for it. It’s best to have one manager weigh everything and log it onto a master sheet with costs and then another manager double-check it. One week later, add in purchases made during that week minus the items logged into your point-of-sale system. You’ll also need to include any “freebies” given because of guest complaints, staff meals and other non-revenue-generating offerings. Last week’s inventory + this week’s purchases – food sold = the theoretical value of your current inventory.
I
Now, conduct another inventory count and see what the dollar value of what’s in your pantry actually is. Ideally, it will match or come close to your theoretical inventory. If it doesn’t, then you’ll need to look at why. Look first to your order-entry systems. Does each item coming from the kitchen require a printed order? If yes, then you’re on your way to having a solid tracking system. If orders don’t require a paper trail then consider creating a “no chit, no food” policy. If you’re comfortable that all food going out of the kitchen is being entered into your POS system, then the next step is to review what’s being given away because of customer complaints, mistakes and any promotional activity. Ensure that front of house understands the importance of ringing in everything and of noting any refunds processed because of a mistake or complaint. While nobody wants to believe that employees are playing fast and loose with the profits, theft is an area that significantly impacts food costs. The National Restaurant Association has indicated that internal employee theft represents 75 per cent of inventory shortages (about four per cent of total restaurant sales) and is responsible for the most significant loss to employers. This includes those raw ingredients that back of house may take home because they reason they’re “only going to spoil” or consider them “leftovers.” One way to monitor quality issues is to implement a customer service process where any customer who complains or is given food for free because of a reported quality issue is contacted with an apology and followup to find out why they didn’t like the food.
If you can verify your restaurant’s food quality is suffering, it becomes a back-of-house issue requiring an examination of training and process. What is your waste? Is lack of training responsible for some blown batches? Are you eking every ounce of opportunity from your ingredients? The “snout-to-tail” movement isn’t just about tree-huggers wanting the whole animal honoured – it’s fundamentally about not wasting food. Scraps of dough from pizza crust can find new life as breadsticks or pizza scrap garlic buttons. Consider for a moment that the extremely popular Timbit sold by Tim Hortons was inspired by doughnut holes made from the scraps of dough left over after doughnut rings are formed. Look at your menu and balance it in terms of profitability. That pasta dish is no doubt much more profitable than that aged beef entrée. How can you sell more of those entrées that drive profit margin? Partner with the front-of-house team to identify ways to increase sales of profitable items to help subsidize the menu items that have smaller margins. Our grandmothers understood the importance of minimizing waste. Vegetables and fruits starting to soften ended up in soups or cobblers. Stale bread became the most scrumptious bread pudding. Next time you see food headed for the trash bin – challenge yourself to think of ways to give it a new purpose. Saving the planet and your business can go hand in hand beautifully. Grandma would approve. • Michelle Brisebois is a marketing professional with experience in the food, pharmaceutical and financial services industries. She specializes in brand strategies.
DECEMBER 2014 pizza 19
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Chef competition and pizza show unite BY MARIA ChuRCh
T
here’s only one event in Canada where you can get the latest pizza industry knowledge while watching Canada’s top pizzaiolos compete for the title of Chef of the Year – and it all went down in Toronto on Oct. 27. Year three of Canadian Pizza magazine’s annual Canadian Pizza Show, held at the International Centre in Mississauga, brought together exhibitors, customers and competitors under one roof to share in a love for pizza. A record-breaking number of attendees walked the showroom floor, browsing dozens of booths, taking in the live presentations and demonstrations and watching the chef competition unfold. preSenTerS Share inSighTS Among this year’s presenters was Pizza Nova’s Domenic Primucci, who discussed in his presentation, titled “From one store to 130: the road to pizza success,” his four pillars to a successful Pizza business: foundation, passion, philanthropy, and change. Change is crucial to keeping fresh in the market, he told the audience, referencing Pizza Nova’s massive brand overhaul about eight years ago. “Growing pains are definitely stressful,” Primucci said. “But every once in a while you have to hit that refresh button because the system needs updating,
20 pizza DECEMBER 2014
and we need change.” Canadian master baker Peter Jacobs delighted his audience with a dough demonstration called “For the love of flavour.” Using a full display of samples, Jacobs allowed attendees to visually compare dough according to yeast type and percentage, water quantity, and ingredient additions. While regretfully admitting he has used expired yeast before, Jacobs emphasized the importance of using fresh yeast, noting that it will make a difference in the texture and colour of the dough. Expired yeast, he says, will give the dough a grey tinge. Following the dough demo was a short panel with Jason Harris of Garlic Democracy Italian Eatery in Orillia, Ont., and John Chetti of Toronto’s Queen Margherita Pizza. Harris singled out flavour profiles Vietnamese bahn mi and the pizza cone as leading the industry in innovation and said social media advertising platform Virool was among technological tools worth investigating. Chetti emphasized the notion of staff and customers as family. “When our tables are full and you’ve got word of mouth, that’s the best advertising you can have,” he said. Globally recognized sommelier Zoltan Szabo topped off this year’s pizza show with a talk on ideal wine pairings and how pizzeria owners can improve their wine menus.
chefS compeTe for Top pizzaiolo TiTle This year was the first time Canadian Pizza hosted its Chef of the Year contest during the annual pizza show, and the excitement of show-goers was palpable. Thirteen competitors, including last year’s champion Carlo Raillo from Edmonton, crossed cutters out on centre stage throughout the day. On the line was $1,000 in cash, and, more importantly, a prized trip to Las Vegas to compete in a guaranteed spot in the finals of the 2015 International Pizza Challenge at Pizza Expo. Each of the pizzaiolos had 20 minutes to bake and present their pizzas to the judges’ panel. Four judges – chef and consultant Marina Rondinelli; Tony Sabherwal, owner of Magic Oven Pizza in Toronto, dough expert Francesco Battaglia; and pizza chef Dean Litster – scored competitors on crust, toppings,
main: Canadian Pizza publisher christine livingstone holds the microphone while carlo raillo shares tidbits about his cappuccino pizza with the judges during the chef of the year competition. above: pizza nova’s domenic primucci shared his four pillars to a successful pizza business: foundation, passion, philanthropy, and change. Below: zoltan Szabo topped off this year’s pizza show by discussing how pizzeria owners can improve their wine menus.
creativity, bake and presentation. Raillo had stiff competition, but amazed the judges with his original Cappuccino Pizza, complete with chocolate dough and whip cream, to snag the top spot and once again win the title of Canadian Pizza Chef of the Year. Pizza Cotto, featuring prosciutto crotto topped with baby arugula, created by Vito Dachile of Enoteca Mozza Pizzeria Moderno from Laval, Que., was chosen as the runner up. Dachile will join Raillo in Las Vegas for the Pizza Expo in March. From Woodbridge, Ont., Fernando Agostino of That’s Italian Ristorante beamed as he claimed third place with The Sidernese, made with buffalo mozzarella and Parmigiano Reggiano. new producTS During the show, attendees were exposed to some of the industry’s top
distributors and manufacturers, who were offering everything from the latest oven technology, to premium sauces and toppings, to targeting audiences with the perfect marketing package. Exhibitors capitalized on the chance to share their latest products directly with Canadian customers. “People want to see a range of products, and they want to use Canadian products,” said Lesley Greenberg, vice-president of Toronto-based marketing company CCS Creative, who had a booth at the show. Collis Group Inc. brought along a new conveyor-style oven from Ovenition that uses a technology called Precision Impingement to allow the user to control blower speeds using a touch screen. On Green Go Solutions shared earth-friendly bakeware products, including containers that are designed to
DECEMBER 2014 pizza 21
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a hungry crowd gathers behind judges Tony Sabherwal and marina rondinelli as Canadian Pizza’s anastasia ivaniv serves.
T
he taste of
Tradition
SALERNO DAIRY
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22 pizza DECEMBER 2014
be compostable. Distributor SP Sales Canada was on hand to showcase the latest Epicurean cutting boards, including the traditional pizza boards and the unique puzzle prep cutting boards. fuTure cuSTomer SaTiSfied For Parry Sound’s Maurizio Mascioli, owner of Maurizio’s restaurant and first-time Pizza Show attendee, the show was a chance to scope out the best ingredients and wares for expanding his restaurant menu to include pizza. “We don’t do pizzas yet,” Mascioli said. “I’m here to educate myself.” For the industry newcomer, the chance to interact with the top chefs and product manufacturers and distributors was a valuable experience. “They’re all so friendly. You try their food, and you know you got some really serious quality here; and that’s the people you want to learn from,” Mascioli said. A highlight of the show, he said, was watching the chefs compete during the day and sampling their unique creations. Mascioli and all other show attendees were able to access the Pizza Show for free thanks to the support of sponsors and more than 30 exhibitors. This year the show’s platinum sponsor was PizzaMaster distributed by Alfa Food Service. The gold sponsors were Stanislaus Food Products and Saputo Foodservice, and the bronze sponsor was the Dairy Farmers of Canada. The chef competition was platinum sponsored by Saputo Foodservice and gold sponsored by Moretti Forni Canada.•
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Protecting your pizzeria Learn how to winterize your facility to keep pests in their place during the colder months BY ALICE SINIA
W
hen the cold weather starts rolling in, you are likely focused on switching up your menu, keeping your energy costs down and finding ways to bring in customers during the winter months. Pest prevention doesn’t usually make the list of priorities, but it should. While some pests head south to escape the cold, others look for places that offer warmth, shelter, food and water during the winter. Unfortunately, foodservice facilities typically offer plenty of all of these pest survival factors. That’s why it’s important to take steps to winterize your facility to keep pests in their place. A year-round threat, rodents are most active in colder months and have no qualms about setting up shop in your facility. Not only are these pests repellent, especially in the foodservice industry, but they can also spread dangerous, disease-causing pathogens. No matter what time of year it is, a rodent infestation will put your company on the fast track to losing business.
common ThreaTS The three most common rodents in the foodservice industry are the house mouse, the Norway rat and the roof rat. Despite its name, the house mouse is not confined to homes. It is the smallest of the three common rodents and is de-
24 pizza DECEMBER 2014
fined by dusty grey fur, small eyes and big ears. The house mouse can climb almost anywhere and reproduces rapidly; a typical pregnancy lasts an average of 19 days and can result in as many as eight mice. The Norway rat, the largest in its family, has coarse brown fur with black hairs and has been linked to diseases such as jaundice and murine typhus. This rat gnaws through almost anything to reach food and water, including wiring, which can lead to short circuits and even electrical fires.
The warmth and shelter your facility offers will be enough to draw pests in for the winter, but the food and water they find once inside will keep them there. Typically black or brown with a long tail, roof rats are smaller than Norway rats but less picky about their meals. These omnivorous pests will eat just about anything, so they’ll be attracted to your trash as much as to your food offerings. While rodents are the most familiar, and typically the most despised, winter
pest, they’re certainly not the only pests that will be scrounging around your facility looking for a way to get out of the cold. Over the winter, spiders, cluster flies, boxelder bugs, stink bugs and squash bugs all rely on places like yours. These pests are attracted to the odours, food, standing water, warmth and general protection your facility provides. peST preVenTion Fortunately, there are steps you can take to prevent pests from setting up shop in your facility winter. First and foremost, you can implement an Integrated Pest Management (IPM) approach. IPM uses proactive sanitation and maintenance steps to mitigate pests’ access to its survival factors, thereby minimizing the potential for an infestation. Your pest management professional will work closely with you to determine a tailored approach, taking into consideration the nature of your business and its location
Small cracks and crevices on the outside of a building might as well be an open door for pests. mice can fit through holes the size of your pinky finger, and smaller pests need even less space.
photo: fotolia ©fergregory
as well as structural and physical attributes that might attract pests. There are specific sanitation and maintenance steps you can take to help protect your facility against pests in colder weather: Consider landscaping: Landscaping can contribute significantly to your facility’s appeal to pests. Rats and mice don’t like to be out in the open and often seek harbourage in shrubs and branches around buildings. Trim any vegetation surrounding your business back half a metre and consider installing a gravel strip around the perimeter to further deter critters and insects from getting close. Eliminate or protect building entrances: Small cracks and crevices on the outside of a building might as well be an open door for pests. Mice can fit through holes the size of your pinky finger, and smaller pests need even less space. Before and throughout the winter, inspect the exterior of your building for
any openings, seal them with a weather-resistant sealant, and add steel wool for an extra layer of protection against rodents that can gnaw through other materials. Entrances and exits to your building are easy targets for pests eager to get to the warmth and shelter inside. Keep doors closed whenever possible and consider installing automatic doors where appropriate. If you have designated shipping and receiving areas, adding plastic strip curtains can help deter pests. Also, make sure all shipments are inspected upon arrival for signs of pests such as gnaw marks. Clean and store properly: With so many tasty treats inside your facility, properly storing ingredients in pestproof containers and off the floor is critical. You should also have a written sanitation plan that lays out specific roles and responsibilities and includes a daily cleaning routine. The warmth and shelter your facility offers will be
enough to draw pests in for the winter, but the food and water they find once inside will keep them there. Sweep, mop and vacuum floors regularly to eliminate any crumbs and debris that make great meals for pests. Create a deep clean schedule to clean behind and under heavy equipment and hard-to-reach areas. Dirt and grime can easily accumulate in these areas, which also serve as good hiding places for pests. Any spills should be cleaned up immediately. Work with your staff to make sure employee break areas are kept clean and uncluttered. Ingredients should be stored in tightly sealed, plastic containers. Some pests can chew through, or make a meal out of, cardboard and paper packaging. Trashcans within and around your facility should be tightly sealed and emptied regularly, and dumpsters should be placed as far away from your facility as possible. Enlist the help of your staff: Pest management is a collaborative and continuous process. Your employees make up the front line of the defense against pests and are typically the first to notice signs of pest problems. Heading into the winter season, make sure they’re informed on pests and are on the lookout. Pests can cause problems for your business year-round. Taking steps to winterize your facility will keep you protected during the colder months when pests are more likely to sneak in unnoticed. Keep pest management a priority this winter to ensure pests don’t start calling your facility “home.” • Alice Sinia, PhD, is the Resident Entomologist-Regulatory/Lab Services for Orkin Canada, focusing on government regulations pertaining to the pest control industry. She manages the Quality Assurance Laboratory for Orkin Canada, performs analytical entomology and provides technical support in pest/insect identification to branch offices and clients. For more information, email Alice Sinia at asinia@orkincanada.com or visit www.orkincanada.com.
DECEMBER 2014 pizza 25
making dough
Diane Chiasson
s your pizza operation taking advantage of the lunch crowd? According to a recent survey, more than two-thirds of the working population will go out to buy their lunch, and on average, spend around $2,000 a year. While most pizza operations already offer some sort of a lunch meal deal that might include a slice of pizza and a beverage, there are several other strategies that you can use to attract more people. Here are seven tips to help attract a bigger crowd to your pizzeria during the lunch hours.
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1. Be faST Most people have less than one hour for their lunch break, so it is important for your pizza operation to offer fast service at lunch. Consider a lunch promotion that guarantees customers will be served their entire order in less than five or 10 minutes. This way, those who are short on time will be more inclined to eat lunch at your operation as they know for certain that they will get their food quickly. 2. giVe ouT free SampleS If your pizza operation is new to the neighbourhood, consider bringing free samples to all the local businesses, office buildings and schools nearby with copies of your menu and a stack of coupons. But don’t just drop off the pizza or stand there silently. Be funny, loud and gregarious to attract attention so that next time people are wondering where to go for lunch, they will remember you. 3. eSTaBliSh relaTionShipS Walk around your area and introduce yourself and your pizza to other
26 pizza DECEMBER 2014
7 ways to attract a lunch crowd (non-competitive) shops and businesses. Ask questions about what they do and find out more about their business. It is important to establish personal relationships with other business owners in your area. This way, you will be more inclined to support and help each other.
jarred baby food or small snacks, like dry cereal or crackers, on hand for little kids. Have small toys, colouring books or a small play area to encourage parents to meet up at your pizza operation for afternoon play dates. Be sure to have high chairs, bottle warmers, a changing station and any other items that would make the dining experience an enjoyable one for a parent with a young child/baby.
4. offer group SpecialS Many people often go out for lunch in large groups, whether to celebrate a co-worker’s birthday or for a lunch 7. uSe Social media meeting. Consider offering a group Generate a following by offering a special special, such as a 10 per social media deal every cent discount if you have day. For example, send more than six people in out a Twitter message at Consider a your party. 11 a.m. saying that the lunch promotion first 20 people who walk 5. leT cuSTomerS through the doors for order ahead that guarantees lunch will receive a free On your website, give drink, or reward your folcustomers will customers the ability to lowers for bringing their pre-order their lunch that be served their friends to your business includes a specific and by offering a 10 per cent entire order accurate time as to when discount to anyone who their order will be ready. in less than five brings a friend for lunch. Have a separate line in The power of social or 10 minutes. your operation for cusmedia is undeniable and tomers to pick up their it’s an essential tool to food. This will help elimmarketing your lunch inate waiting in line. business. Try using these so6. TargeT STay-aT-home parenTS cial media and other strategies to help Many businesses target the workforce gain a bigger slice of the lunch crowd at or students for their lunch business, but your pizzeria. • don’t forget about the plethora of stay-athome parents with young children who Diane Chiasson, FCSI, president of Chiasson Consultants Inc., has been helping restaurant, foodservice, might enjoy a leisurely lunch. hospitality and retail operators increase sales for To attract the attention of this group, over 30 years. Her company provides innovative and revenue-increasing foodservice and retail merchandising you may want to consider creating a spe- programs, interior design, branding, menu engineering, cial kids’ menu with healthier items on it, marketing and promotional campaigns, and much more. Contact her at 416-926-1338, toll-free at 1-888-926for example, a fruit smoothie instead of 6655 or chiasson@chiassonconsultants.com, or visit a soft drink, or keeping a small stock of www.chiassonconsultants.com.
new products
grip & Tear Bag aimS To Simplify Sealed Air is out to make the handling of meats and cheeses simpler and more sustainable with a new vacuum-sealed bag. The Cryovac Grip & Tear Small Tab easy-open vacuum bag, intended for small-portion deli items, including cheeses and smoked and processed meats, features a tab that opens packages in one quick motion once pulled. By eliminating the need to use knives or scissors to open the bag, the company aims to help eliminate a source of both common kitchen injuries and cross-contamination. The bag is designed to reduce packaging material by up to 20 per cent compared to some easy-open rollstock formats. “For vacuum-sealed cheese and meat products, it has become instinctive for consumers to reach for a knife to open a package,” said John Kelly, director of marketing and dairy for Sealed Air, in a press release. “While user safety is the primary goal of the Cryovac Grip & Tear Small Tab bag, the package also reflects our commitment to deliver superior materials that are efficient and reduce food waste,” said Mike Rosinski, the company’s marketing director, smoked and processed meats. “The Cryovac Grip & Tear Small Tab bag is both a more sustainable packaging offering in terms of material reduction and a package that prevents product damage
from knife or tool puncturing that can compromise product quality for items such as sausages and hotdogs.” Each bag employs a skin-tight shrink and transparent gloss to allow consumers a clear look at packaged products. In addition, the package’s exterior film accommodates 360-degree, distortion-free graphics that expand branding capabilities and promote clear labelling. www.gripandtear.com
DECEMBER 2014 pizza 27
new products enhanced cryoVac cook-in Bag A reissue of the Cryovac Cook-In Bag line aims to allow for higher-temperature cooking by processors and foodservice operations.
Cooking at higher temperatures makes it possible for a greater variety of protein products to be packaged in cook-in bags safely and with reduced risk of pathogen contamination, said a press release from manufacturer Sealed Air. Higher cooking temperatures also reduce cooking cycle times, which improves throughput and enhances product tenderness, said the company. Sealed Air noted several improvements to the original product: Bags shrink better and have improved clarity, toughness and flatness. They incorporate Cryovac Grip & Tear easy-open features, which promote convenience and improved food safety by potentially reducing cross-contamination associated with using knives and other sharp objects used to open packages. Film thicknesses on some bags in the line reduced by as much as 26 per cent compared to the original version of the product. www.cryovac.com
SoapSTone pizza STone promoTeS eVen heaTing
This 12-inch pizza stone is handcrafted from one solid block of soapstone and designed to promote even heat distribution. Suitable for pizzas, nachos on the grill or quesadillas, these stones are stain-proof, naturally non-stick, and can be used on grill or oven to prepare crisp crust. All sizes are available with a marble trivet, making the serving pieces oven-to-table. For more new products, please visit www.canadianpizzamag.com
2013 Winner The Muntains of TJ’s Pizza
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ARE YOU MAKING A DIFFERENCE IN YOUR COMMUNITY?
The Muntains of TJ’s Pizza
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2013-12-04
Thank you for sharing!
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We wish to thank all those who entered the Pizza with Purpose Award sponsored by Saputo Foodservice. Look for the winner on the cover of an upcoming issue!
The Pizza with Purpose award sponsored by
We want to hear about your fundraising, sponsorship, participation in community events and creative contributions. Activities can be local or national in scope. Nominate your pizzeria and share the spirit of generosity with your fellow pizzaiolos.
Stay tuned for the 2015 Contest details.
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2014-11-19 12:41 PM
ViVa La Pizza! the art of the Pizza box
Since the origin of to-go pizza, pizzerias and pizza chains have taken great pride in covering take-out boxes with captivating designs. They’ve also wrestled with the best way to manufacture a box that can keep a pizza both hot and stable. Where does all of this art come from? Scott Wiener has been collecting and cataloging pizza boxes for 10 years. In Viva La Pizza! – named after a popular box design – Wiener traces design trends over the past four decades and speaks to some of the world’s most prolific box designers. Here the world’s expert on pizza boxes collects 100 weird and wild box designs and explores the curious history of the pizza box. Included are international designs, corporate designs, and dozens of quirky images produced by and for mom-and-pop pizzerias.
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2014-11-11 2:44 PM
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Learn tips & tricks from a Master Pizziolo. Order your copy of Canadian Pizza Baking Champion Diana Coutu’s cookbook Passionate About Pizza at www.Amazon.ca
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DECEMBER 2014 pizza 29
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pizza on fire
Hiring the right people Tom Stankiewicz
ith a busy holiday season just around the corner, many of us have already started looking for additional staff to help with the higher volume of traffic at our pizzerias. What’s the best ideal way to find new employees who will be the best fit with your team and the culture of your pizzeria? Those of us who are experiencing high employee turnover might consider these strategies to improve and break this cycle. As business owners, part of our job is to hire employees who will help make the business more successful. That is easier said than done. Over the years, I have heard many tips for hiring the right people. I wouldn’t be surprised if many of you have heard the same advice as well. I think the secret to a successful hiring process is to follow it all the way through rather than skip steps. This is one of those cases where you need to take the extra time to ensure the right people are hired. In our line of business, having a good kitchen team is very important. It’s essential that team members work well together for the business to operate efficiently and successfully. In other words, this group of people can make or break your business. For some this seems a scary concept; however, if you know in advance what to look for in your team members, then you’re already one step closer to building a successful team. More importantly, those who work well together tend to stay together longer. If you have high employee turnover, the key is to find out why this is happening before any solution can be implemented. There are some reasons over which we have no control. Are they leaving for personal reasons such as school or
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family? It’s not unusual to see this happen I myself like posting “help wanted” if most of your employees are students signs in the store’s window as well. It who at some point must move away to at- allows me to meet potential candidates tend college or may need to spend more right there on the spot. Usually, this pertime studying. son lives within a close proximity to the We also need to understand that often pizza store; this is an added bonus bepeople leave for a better pay. It’s a known cause, if they must, they could just walk fact that the wages offered to work. First impressions at pizza stores are not at are very important, but a high end of the salary my hiring process doesn’t spectrum. If an employee end there. It’s still very It’s essential is strictly interested in a important to do your due that team higher pay, then we candiligence and ask relevant not compete with other questions during the inmembers work businesses who that can terview. well together offer a higher wage. I’m a big supporter If, however, it’s deof social media. If your for the termined that the high business is on Facebook business turnover is a result of peror Twitter, then use these formance-related issues, websites to post jobs onto operate then possibly the process line. It gives you another efficiently and should be reviewed more way of reaching people closely. Where are the gaps who might not see your successfully. in your hiring process? job postings elsewhere. These could be closed This opens another opporduring the hiring process tunity for you to find that once you know which one person that would fit step is not being followed perfectly with your team. I through. And it could be as simple as not like that it’s quick, it’s free, and your meschecking employer references. sage is instantly seen by hundreds. Word of mouth is a method that has If you expect your employees to stay helped many of us find good, dependable loyal to you, then your responsibility is employees. Ask your staff if they have to provide a great work environment. friends looking for work. But be sure to This should start with well-trained team specify that you’re looking for individuals members who understand their roles. who have a similar work ethic to them. You need to take time to hire individuals As well, your friends who work in the who are willing to become part of your restaurant industry might know who is team and have the specific characteristics looking for work and recommend some that make them the best fit. • reliable people to you. The key here is that these people know your business Tom Stankiewicz has been in the pizza business for more than 15 years. He has been the proprietor of Bondi’s and their recommendations will lead you Pizza in London, Ont., since 2000, and is president of the in the right direction. Canadian Pizza Team.