PZ - December 2018 by annexbusinessmedia

CHRISTMAS AT THE PIZZERIA Get inspired by holiday good deeds and creative pies made with love

• Maximum, measurable energy savings • Exclusive cool skin design • Better bake • Cooks 30% faster • Available in small, medium or large

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Contact your local repesentative to arrange a demonstration MARITIME PROVINCES Flanagan Agencies, Inc. Moncton, New Brunswick 506.387.8757 Fax: 506.387.8750 sales@fai.ca

QUEBEC Distex (test kitchen) Dorval, Quebec 514.382.3620 Fax: 514.382.7837 info@distex.ca

ONTARIO Distex M&M, Inc. 905.565.5990 Fax: 905.565.5992 info@distex.ca

MANITOBA and SASKATCHEWAN Simpson Wilson Ltd. Winnipeg, Manitoba 204.632.6941 or 1-800.342.3626 Fax: 204.633.9254 cam@simpsonwilson.com

ALBERTA Bert Johnson Ent., Ltd. (BJE) Calgary, AB 403.243.2378 Fax: 403.287.7788 Calgary: dave@bje.cc Edmonton: erin@bje.cc

BRITISH COLUMBIA Distex M&M, Inc. Port Moody, BC 778.989.3620 cvandenhoven@distex.ca

Volume 24 Issue 7 December 2018

11 CHRISTMAS AT THE PIZZERIA Get inspired by holiday good deeds and creative pies made with love by pizza professionals

16 SUMMIT EXCITEMENT!

New venue, talented chefs and industry experts refresh our annual industry event

21 GETTING INTO CATERING

Catering for corporate and private events can provide valuable extra income if you do it right

ABOVE: This eye-catching pizza, made by chef Maurizio Capodicasa of Rome, is topped with panettone, a popular Italian sweet bread. For more on this and other holiday pizza inspiration, see page 11.

DEPARTMENTS 6

editor’s desk

pizza bites

the pizza chef

recipe

making dough

guest column

ONLINE HOW TO CREATE CUSTOMER LOYALTY Customer loyalty… This is what companies strive for: to create longtime, loyal customers. Some businesses have earned a reputation that keeps bringing pizza lovers back, again and again. How do they do it? You’ll find five useful and inspiring strategies from customer service expert Shep Hyken at canadianpizzamag.com!

CANADIAN PIZZA EXTRAS | New technologies designed for restaurants; Calgary’s annual Pizza Pigout raises $65K; Blaze Pizza opens Windsor, Ont., location …plus, the latest industry news and new products. www.canadianpizzamag.com

DECEMBER 2018 pizza 3

from the editor’s desk

Dishing on delivery recently watched an episode of CBC’s Marketplace that pitted three third-party delivery services in Toronto against each other to win over young food bloggers. The focus was on speed and quality. The young people ordered food from the same restaurants and tracked delivery times and quality of service. Those who received the fastest and best food from the same eatery scored the most points. There was no clear winner and all participants expressed the view that food is better eaten in the restaurant soon after being prepared. No surprises there. What did surprise me a little was that some of the restaurants placed a surcharge on their orders – that’s on top of the deliverer’s service charge. The bloggers and the show’s host were surprised too. After the operators explained this was the only way they could make a profit on these items, after paying about 30 per cent of their sales to the central services, I understood why they made that move, as did everyone on the television episode. There was a sense of goodwill towards the restaurants – or at least a growing awareness of the challenges they face, but it seems a fine line to walk between making a profit and alienating customers. Maybe it’s simply what you have to do to compete online and be where those customers can find you. Do you “mark up” or charge extra for items delivered via these services? Have any of your customers questioned the practice? Regardless, the television exercise led me to three takeaways: 1. Your customers know most food tastes better served fresh from the oven. If you are a sit-down place, focus on drawing them into your shop. This could be as simple a move as offering free Wi-Fi or as involved as

6 pizza DECEMBER 2018

December 2018, Vol. 24, No. 7 Editor Colleen Cross ccross@annexbusinessmedia.com 519-428-3471 ext. 261

offering a vegan or Keto diet option to make your place “group-friendly.” It’s also something to remember when planning a redesign. As restaurant designer Jen Agg has said, eating out is only partly about the food. 2. Although having food delivered can be a lot more expensive than eating out, your customers are willing to pay for the convenience. That’s clear. 3. Even after feeling “sticker shock,” I doubt customers will change their habits much. But they may appreciate the low (or no) fees many pizzerias charge to deliver using their own staff. Educate and motivate them – gently or cheekily – and they may come directly to you for their next delivery order. Love ’em, hate ’em, or tolerate ’em, the UberEats, Skip the Dishes and Foodoras of the world are shaking up the delivery scene. We’ll explore this trend in depth in 2019 – through feature articles in the magazine and through one of several themed enewsletters going out to our online subscribers (these go out free to subscribers every second Thursday and you can sign up anytime). Podcasts, stories of our two Chefs of the Year, and stories of pizzerias across Canada – we’ve got lots planned for 2019. Stay tuned! We wish you success, happiness and peace this busy holiday season – and time and energy to enjoy it all with those you hold dear! •

Publisher Christine Livingstone clivingstone@annexbusinessmedia.com 519-429-5173 888-599-2228 ext. 239 Account Coordinator Shannon Drumm sdrumm@annexbusinessmedia.com 888-599-2228, ext. 219 Media Designer Curtis Martin Circulation Manager Anita Madden amadden@annexbusinessmedia.com 416-442-5600 ext 3596 Group Publisher Martin McAnulty mmcanulty@annexbusinessmedia.com President & CEO Mike Fredericks Mailing Address P.O. Box 530, 105 Donly Dr. S., Simcoe, ON N3Y 4N5 PUBLICATION MAIL AGREEMENT #40065710 Printed in Canada ISSN 1203-6838 Published seven times per year (Jan/Feb, Apr/May, Jun, Jul/Aug, Sept/Oct, Nov, Dec) by Annex Business Media Circulation email: lmalicdem@annexbizmedia.com Tel: 416-510-5187 • Fax: 416-510-6875 or 416442-2191 Mail: 111 Gordon Baker Rd., Suite 400, Toronto ON M2H 3R1 Subscription Rates Canada – 1 Year $ 26.00 (+ 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.

Annex Privacy Officer privacy@annexbusinessmedia.com • Tel: 800-6682374 No part of the editorial content of this publication may be reprinted without the publisher’s written permission. ©2018 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 BRIEFLY | New technologies designed for restaurants; Calgary’s annual Pizza Pigout raises $65K; Blaze Pizza opens Windsor, Ont., location | FOR MORE pizza news, check out our website, canadianpizzamag.com

White wine, lemon juice combo prevents pastry dough discoloration: study cientists have developed a natural way to prevent discoloration of pastry dough during storage using a combination of white wine and lemon juice. Pastry lovers expect their baked goods to have a certain “golden brown” allure – but only after baking. A white dough that changes hue during storage, however, can negatively affect the appearance and perception of the final baked product. Now in a study appearing in ACS’ Journal of Agricultural and Food Chemistry, scientists report that they have developed a natural way to prevent discoloration during storage.

Pies, cakes and other pastry doughs are susceptible to enzymatic browning, a chemical process, driven by an enzyme called polyphenol oxidase (PPO). It’s the same process that causes bananas and other fruits and vegetables to turn brown. Commercial bakers often prepare dough days or weeks ahead of time, and this type of discoloration could reduce the appeal of the baked product and could lead to economic losses. Commercial additives can help suppress this reaction, but with more and more consumers requesting natural ingredients in their foods, manufacturers are seeking alternative ways to preserve pastries. To address the concern, Peter Fischer and colleagues sought to find a more natural and sustainable way to inhibit enzymatic browning in pastry dough. The researchers initially tested various synthetic additives and showed that they had different effects on dough. For example, some caused a slight discoloration when initially added, but prevented further discoloration upon storage, while others kept the dough white from the get-go. After a series of experiments with white wine, grape juice and lemon juice, the researchers observed that a combination of white wine and lemon juice did the best job of inhibiting PPO activity and preventing enzymatic browning. The authors acknowledge funding from Jowa AG and Swiss Food Research. The American Chemical Society is a notfor-profit organization chartered by the U.S. Congress that publishes and publicizes peer-reviewed scientific studies. – The American Chemical Society (ACS)

Sustainability important to restaurants, survey says majority of Canadian restaurants and foodservice businesses say that environmental sustainability is important to their success, according to a recent survey from Restaurants Canada. In response to the association’s most recent quarterly Restaurant Outlook Survey, 82 per cent of respondents reported that environmental sustainability is moderately or very important to the success of their businesses, and 55 per cent reported it is important or very important. Ninety-eight per cent of foodservice operators said they recycle; 93 per cent use energy or water saving equipment; 77 per cent track, compost or donate left-over food; and 92 per cent plan to continue or improve on their current level of environmentally sustainable operations over the next three years. “With consumers growing increasingly concerned over the environmental impacts of their dining habits, restaurateurs are likewise becoming more focused on the sustainability of their business operations,” said Chris Elliott, Restaurants Canada senior economist, in a news release. “These survey results indicate that Canada’s foodservice sector is mindful of how sustainability is becoming a necessity for profitability.” Survey respondents said the greatest barriers to improving the environmental sustainability of their business operations include the high cost of implementing changes, the additional burden of training staff and the lack of availability of more environmentally friendly products.

DECEMBER 2018 pizza 7

pizzabites

Toronto restaurant hailed by ‘Gambero Rosso’ talian restaurant Don Alfonso 1890 Toronto has received acclaim as “Opening of the Year” and Tre Forchette (3 Forks) the highest rating available in the “Gambero Rosso” Top Italian Restaurants 2019 guide. “Gambero Rosso,” a leading dining guide of Europe, features only 500 international locations offering “above all true Italian flavour.” “It is a significant honour for a Toronto restaurant to be selected among an international roster of restaurants and a testament to the calibre of restaurants in the city,” said the Liberty Entertainment Group, partner of the restaurant, in a news release. “This international honour will draw significant attention to Toronto’s dining vibrant scene.” Created in partnership with Nick Di Donato of the Liberty Entertainment Group, Don Alfonso 1890 Toronto is the first North American location of Michelin Star chefs Alfonso and Ernesto Iaccarino’s Don Alfonso 1890. It is located in the historic Consumer’s Gas Building of 1852 on Toronto Street in downtown Toronto.

PHOTO COURTESY OF DON ALFONSO 1890

Don Alfonso 1890 Toronto has been named “Best Opening of the Year” and recognized with “Tre Forchette” by international restaurant guide Gambero Rosso. Pictured here are Nick Di Donato of the Liberty Entertainment Group and chef Ernesto Iaccarino.

Showcasing the cuisine of Chef Ernesto Iaccarino and the fresh flavours of the Amalfi coast, the restaurant has locations in Sant’Agata, Amalfi Coast, Italy; Levello, Basilicata, Italy; Helena Bay,

New Zealand; Macau, China, and now Toronto. Its cuisine is characterized by its modernity, Mediterranean flare and the exceptional quality of the raw materials used, the release said.

Parmalat to acquire Kraft Heinz Canadian natural cheese division armalat Group has reached an agreement to acquire the natural cheese division of Kraft Heinz Canada in a transaction valued at $1.62 billion Cdn. The acquisition, if approved, would mean that Parmalat Canada will take on stewardship of iconic Kraft Heinz Canada cheese brands: Cracker Barrel, P’tit Quebec and aMOOza!, Parmalat Canada said in a news release. The move is expected to produce synergies with Parmalat Canada’s manufacturing and distribution network. Parmalat Canada has been producing natural cheese since 1881. This acquisition would also include a processing plant in Ingleside, Ont., and its almost 400 employees. “Today’s announcement speaks volumes about our drive to support dairy farmers, help the local economy and continue to build on our family tradition of cheese making,” said Mark Taylor, Parmalat chief executive officer and president, in the news release. “We are excited to work closely with the community and our stakeholders to ensure we can grow sustainably and help

8 pizza DECEMBER 2018

Canada’s natural cheese business thrive. Parmalat’s brands in Canada date back to 1881 (Balderson). This deep-rooted heritage in Canada makes the proposed transaction a logical step for us as we seek to make an even more significant economic and social contribution in Canada.” In a separate news release, Kraft Heinz said it will continue to own and market its other cheese products, including Philadelphia, Cheez Whiz and Kraft Singles, which are processed in Mount Royal, Que., where the company employs approximately 900 employees. “We’re excited about what this transaction means for our future growth and business in Canada,” said Bernardo Hees, chief executive officer of Kraft Heinz. “We also believe Parmalat is uniquely positioned to advance the natural cheese business given their experience and focus on the dairy industry. At the same time, we can focus on the segments and categories where we have stronger brand equity, competitive advantage and greater growth prospects.”

pizzabites

Montreal borough bans wood-burning ovens in Faema Culinary Academy restaurants launches classes N I n order to provide training to its customers, the Faema Culinary Academy is increasing its slate of professional-level training for current or aspiring restaurateurs looking to improve their efficiency and quality of production. The Academy offers classes for professional chefs and a second stream of classes for food adventurers. “With an obligation to honour authentic Italian recipes, we have styled all courses to be intimate, passing along our knowledge to you,” said Jennifer Dalimonte, events manager for Faema Canada. Dalimonte describes the Napoletana course for professional chefs (eight hours) and consumers (three hours) as a great night out and an alternative to simply going to a restaurant for dinner. “The FCA provides a culinary experience, while sharing history on the origins of pizza and its ingredients, guiding hands-on techniques of making, stretching and cooking the dough in a 900-degree oven and finally sitting down and enjoying the fruits of your labour,” she said. “You feel the history of Italy in this space, and we’re extremely humbled to provide that.” In-house chefs teach students the science of topics, including dough fermentation, tomato acidity balance and oven calibration. “With bright floor-to-ceiling windows overlooking Toronto’s historic Railpath, inspiration is never difficult to find when working in this kitchen. Along with access to top of the line equipment straight from Italy, and over 60 years of functional knowledge provided by the in-house team, working with the FCA has been like getting the golden ticket from Charlie and the Chocolate Factory,” said Michael Bou-Younes, resident Chef de cuisine and head instructor at the Academy. Course information may be found at faemaculinaryacademy.ca. Upcoming courses include Neapolitan and Roman pizza-making and, in the new year, fresh pasta-making. The courses take place in the kitchen at Faema Canada’s showroom at 672 Dupont St. in Toronto, where students may purchase equipment, accessories, tools and ingredients needed to make espresso, pizza, pasta and gelato.

ew restaurants in the Ahuntsic-Cartierville area of Montreal will not be allowed to have wood-burning ovens, as the city keeps up its fight to reduce air pollution, CTV News reports. A grandfather clause protects existing businesses, but new restaurants will have to abide by the bylaw, passed at a borough council meeting in November, according to CTV News. The city’s department of public health is working on a study of wood-burning stoves in restaurants in conjunction with McGill University.

DECEMBER 2018 pizza 9

the pizza chef

How to reduce the gum line Diana Cline

he term “gum line” refers to the section of pizza between the crust and the sauce, cheese and toppings. That is, under the sauce, cheese and toppings. Basically if you pull back your cheese and toppings, the white doughy part is the gum line. A large gum line is not very palatable: it’s like eating raw pizza dough. It doesn’t matter what you put on top of it, it won’t make the raw dough taste any better. Examine a slice of your pie from the side. Ideally there should be less than four millimetres of gum line. Any more than that and you have one doughy pie. For some operators, this area is a big problem. If your customers have ever complained that the pizza was raw even though you’re positive it was baked to a golden brown before it went out, this is where you need to look. Watery sauce is often the culprit, with the extra moisture separating quickly and leaching into your dough. Coupled with cheese on top, a little steam pocket is created and trapped in between those layers with no hope of escape. This problem is exacerbated by vegetable toppings, especially if you put all the cheese on top of the veggies. The result is that all that extra moisture escapes from the vegetables and gets trapped between the crust and the cheese. This also contributes to what I call “soggy-bottom pizza crust syndrome.” As soon as you slice your pizza, all that trapped moisture goes straight to the bottom and gets soaked up by the crust. Another factor is if you stretch and sauce pizzas out ahead of time in order to meet the demand of a hectic lunch or supper rush. Even if your sauce is nice and thick, you may still find there are complaints of “raw dough” from customers.

10 pizza DECEMBER 2018

The longer a raw sauced pizza crust sits is a preferred method to use if you stretch unbaked, the more likely it is to develop out crusts and sauce them in advance of a a large gum line. And that will ruin any rush. You may even want to try this methgood pizza. od with those extra-sauce pizzas. I recThere are a few ways to address the ommend this strategy for “take ’n’ bake” problem. pizzas as well. The first is to thicken up your sauce Perhaps some of you have been thinkand reduce the water content. For those ing of offering take ’n’ bake pizzas to your of you who begin with canned tomatoes, clientele. A take ’n’ bake customer has simply strain some of the water out of the a different mentality than a fresh pizza can before you add your customer. This person spices. I always advise you is thinking ahead for a to find a better quality of later meal, not necessarIdeally there canned tomatoes to use. ily thinking of the now. should be The higher the quality of There’s also the win-win canned tomatoes, the more savings benefit of no taxes. less than four tomatoes there are, and None to collect and none millimetres of therefore less moisture to any to remit. If you’re not create a gum line. You can offering take ’n’ bake, why gum line. Any also let your sauce marinot? Busy families don’t almore than that ways know when everyone nate overnight to thicken up. This is a good way bewill be home to eat, and and you have cause it allows your spices having their favourite pizza one doughy pie. ready to cook up fresh and to marinate and develop amazing flavours. hot from their own oven At our shop, we start with the best 10 minutes after everyone arrives is a nice quality canned tomatoes and marinate benefit of offering take ’n’ bake. So make them overnight with our own special it easy for them. Get some parchment pablend of herbs and spices. Our sauce is per, some cardboard rounds, shrink film truly unique and it’s another point of dis- and a pizza wrapper. Keep them hooked tinction for us versus our “so-called” com- on your pizzas with the added convepetitors. You could also cook your sauce, nience of having them ready to bake when then simmer it for a bit to reduce the water your customers are ready to eat. • content that way. You will have to adjust Diana Cline is a two-time Canadian Pizza magazine Chef your recipe. of the Year, three-time winner of “Canada’s Best Pizza Another method is to brush the Chef” at international pizza competitions, a judge for instretched-out pizza crust with olive oil ternational pizza culinary competitions in Las Vegas, Italy before you sauce it. This creates a barrier and France, and a partner with Diana’s Cucina & Lounge in Winnipeg. In addition to creating award-winning recipes, between the crust and the sauce. The ol- Diana is a consultant to other pizzeria owner/operators ive oil seasons the dough, and even adds a in menu development, creating systems to run a pizzeria little more flavour to the overall pie. Your on autopilot, along with marketing and positioning to help operators grow their business effectively and strategically. sauce will sit on top of this layer and will She is available for consulting on a limited basis. For more be less likely to seep into the dough. This details, contact her at diana@dianascucinaandlounge.com

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Christmas at the pizzeria Get inspired by holiday good deeds and creative pies made with love BY COLLEEN CROSS

orget Santa. We all know the holidays are about spending time with loved ones, showing kindness to others and sharing delicious food. I spoke with three pizza professionals who are helping unite their communities by making creative, delicious pizzas and serving them with love. We hope reading these stories will fill you with good cheer and inspire you to create and become a hub for your community.

Marshall and Rick Scott proudly display the Turkey Dinner Pizza, a Christmas tradition at Peninsula Pizza in Saanichton, B.C.

revive past ideas. Creativity is important to the pizza chef, who believes, “If you can dream it, you’ve got to make it come true.” Building on his experience marketing musical bands, Rick has been diligent about posting a new pizza on their Facebook page every Friday for the last five years and he’s finally starting to see a good response. He and Tina now have 1,233 followers on the platform. “Good pictures and a little comment go over pretty well,” he says. “It’s a way of testing out our pizzas.” “My marketing strategy is ‘If I like it, other people will,” Rick says. But customers are front and centre: “It’s all about catering to people’s needs and wants,” he says, a strategy that prompts comments like, “Best thing I’ve ever eaten!” Peninsula’s menu features almost 40 pizzas, including a “ridiculously indulgent” potato pizza; their “Notorious P.I.G.” featuring

DECEMBER 2018 pizza 11

PHOTO COURTESY PENINSULA PIZZA

PIZZA WITH ALL THE TRIMMINGS Rick and Tina Scott of Peninsula Pizza in Saanichton, B.C., make a mouthwatering Turkey Dinner Pizza that prompts wise customers to start placing their orders in November. Rick’s parents, Ray and Janie Scott, started the tradition after opening the pizzeria in 1999. Rick and Tina have run the successful pizzeria, which is located in a strip mall not far from new subdivisions, family farms, schools, for the last 12 years. Rick describes the pizzeria’s motto as “Pizza with attitude!” which involves a little good-natured “giving it back to customers.” Rick, 46, has worked in the business for more than 30 years since helping his uncle in another restaurant. When the couple assumed full ownership in 2016, Tina took a leave of absence from her government job, planning to return to the job once things were running smoothly. “It’s been two years and she hasn’t had to go back,” her husband says, somewhat incredulous. They have carried on the tradition of the Turkey Dinner Pizza with enthusiasm. It all began with a fridge cleanout, years ago. They started out serving the seasonal pizza on Christmas Eve at a big party. Now they offer it throughout December. The holiday pie features traditional stuffing, housemade pork sausage, housemade gravy, fresh turkey from local farms – they love to support local businesses – celery, carrots, and, naturally, cranberry dressing on the side. “Sometimes I add a dollop of mashed potato and Brussels sprouts,” Rick says. They start taking orders for the Turkey Dinner Pizza in early November. It sells at a higher price – slightly higher than a normal classic, but customers are paying with pleasure. He has tried a pumpkin purée base, but without the same level of positive feedback. When they introduce a pizza they know right away it’s a hit if they get six or eight immediate responses on Facebook. Rick figures he’s tested 150 pizzas over the years and, like Ebenezer Scrooge taking a tour with the Ghost of Christmas Past, he sometimes scrolls back through his posts for inspiration and to

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PHOTO COURTESY MAURIZIO CAPODICASA

Maurizio Capodicasa, a master pizza chef and consultant in Rome, shared with Canadian Pizza details of festive dessert pizzas featuring popular Italian sweets, torrone (nuts and nougat, left) and panettone (raisins and orange zest sweet bread, right).

pulled pork, applewood-smoked bacon and vegan dough; and a bacon-weave crust Keto dieters love. The family complements their specialty holiday pizza by giving their time, effort and product as part of community outreach. For the past 14 years, Peninsula and the Saanichton Village Association co-host a Saanichton Community Christmas that includes a pancake breakfast by the Central Saanich Lions, a visit with Santa, appearances by town mascot Marty the Marmot, gingerbread cookie decorating and carriage rides. At the annual Christmas bazaar they donate pizzas to local organizations who then sell it by the slice and keep the funds raised. The Scotts also keep an eye on the less

fortunate and ask local politicians which neighbours may need help. They then hold a fundraiser and give the money and a couple of pizzas to a family in need once a year. ITALIAN DESSERT PIZZAS A continent away in Rome, Maurizio Capodicasa, a master pizza chef and consultant, is busy in his kitchen dreaming up festive dessert pizzas featuring popular Italian sweets, panettone and torrone (nuts and nougat). Capodicasa, a culinary consultant and award-winning pizza chef, answered our Twitter request for holiday pizza ideas. As Capodicasa explains with the help of his assistant, Luisa, after taking a course on pizza making, he opened his own pizzeria, L’Arte della Pizza, in 1995.

PHOTO COURTESY CHRISTOPHER MARINAKOS

Every Christmas afternoon since 1992, Tops in Orillia serves complimentary pizza to those looking for some company and who may have nowhere else to go on the holiday. “The day no one shows up, I’ll be happy,” says owner Peter Marinakos.

12 pizza DECEMBER 2018

However, his true calling was to teach and three years later started teaching pizza making. He taught in a prestigious private school in Rome for 14 years and held pizza courses subsidized by the European Community in co-operation with Regione Lazio. In 2012 during the SIGEP exhibition in Rimini he won the world championship of pizza in teglia and he was awarded second place with his teglia dessert pizza. During these years Capodicasa founded his professional pizza school, Pizza Consult, where he teaches individual courses and helps operators plan, design and start up their pizzerias. He is an expert in making the specialized Pinsa Romana, after having worked with its inventor, Corrado Di Marco, to develop a flour made of rice, soy and wheat flours, and to find the correct way to manipulate the dough. Capodicasa has taught the technique to others for 14 years. The creative chef wanted to create dessert pizzas that reflect the Christmas atmosphere. He chose as his main ingredients nougat and panettone because they are the typical Italian Christmas sweets. TORRONE PIZZA Torrone, a type of Italian nougat candy, is a cream-coloured confection of sugar, honey and egg whites speckled with toasted, sliced almonds. While it is normally a treat eaten around the holidays, torrone can be enjoyed any time of the year, the chef says. The history of torrone is convoluted and uncertain. In Italy, torrone is usually sold in long rectangles – a light-coloured confection

with sliced almonds visible throughout – like an oversized candy bar. In all of its forms, torrone is beloved all over Italy. The best honey candy, however, is made in Sardinia, Calabria, Sicily and Abruzzo – anywhere the best almonds and hazelnuts can be found. Traditionally, torrone is eaten after lunches and dinner from Christmas Day until Jan. 6, or the Epiphany. Today, many varieties exist: soft and hard, classic or with chocolate, with almonds, hazelnuts or occasionally pistachios. The torrone pizza consists of a crust smeared with honey, mascarpone cheese with rum and powdered sugar inside, and savoiardi biscuits (ladyfingers) moistened with rum and crumbled. It is topped with a torrone and dark chocolate crumble, and pistachios. PANETTONE PIZZA Panettone, perhaps Italy’s most famous Christmas export, is a sweet bread full of raisins and orange zest and baked in a distinctive dome shape. It was created in the early 20th century as an affordable dessert, and taken halfway across the world by Italian immigrants. “Most Italian families will have panettone at Christmas time, but you can be sure to find it everywhere in Milan, its birthplace. Panettone is sometimes served with mascarpone custard – just what you need after Christmas lunch!” Capodicasa says. The crust of his panettone pizza is smeared with acacia honey, and thin panettone slices moistened with water, sugar and rum. It is lightly dusted with powdered sugar and baked for three minutes. It is then topped with panettone slices lightly moistened with rum, sultanas moistened with rum, candied lemon, orange and pumpkin peel. The whole pizza is then lightly dusted with powdered sugar. ROOM AT THE INN Peter Marinakos loves his community so much he included it in his name when he opened in 1974. Marinakos, owner of Tops in Orillia, celebrates the holiday by opening his doors on Christmas afternoon and making pizza, free of charge, for the people of Orillia, Ont. (a city of about 30,000) and surrounding area. He and his family – wife, Toni, and grown sons Jimmy and Christopher – open their store from 1 to 3 p.m. on a day when finding an open business of any kind can be a challenge. It’s a tradition that began in 1992. As Marinakos tells it, “I started thinking about doing something for Christmas a couple of years before that. I wasn’t sure how to do it.” Tempted to make a traditional Christmas dinner, a friend convinced him to serve the pizza their restaurant is so well known for. “We didn’t know what to expect. We opened and more than 60 people came,” says Marinakos, whose restaurant is known for its gourmet Greek, chicken souvlaki and Garden of Eden roasted vegetable pizzas. The family won’t take any money on Christmas day: Marinakos is firm about that. “If they try to pay me, I thank them and tell them, no thank-you. I tell them, ‘Please, let me live my life the way I want to,’ ” he says earnestly. “The goal is to make people happy.” And they’re not counting the slices that day. One year a man showed up, nearly frozen after riding his bike to the pizzeria. After eating a complimentary slice, he was offered a second slice by Marinakos’ wife and partner, Toni.

The tradition aims to meet needs in more ways than one, and it seems to echo the idea of the Christmas story of Mary and Joseph, who could find no room at the inn for Mary to give birth. Tops in Pizza is a place that is open when other places aren’t – it’s just one way they differentiate themselves. So if you’re travelling and need to make a stop to, for example, change the baby’s diaper, you’ll find the shop open on Dec. 25, the owner-operator says. While non-family staff is not asked to work on Christmas day, they sometimes volunteer to come in. They are open and serving 18-inch pepperoni and cheese pizzas for two hours, from 1-3 p.m., but they begin prepping at 11 a.m. and don’t finish cleaning up until 5 p.m. His rough estimate suggests they made about 80 or 90 18-inch pizzas, including those served to first responders. The pizzeria also provides complimentary pizzas to the local hospital, fire departments and other emergency staff who must work on Christmas day. They don’t call first – they just show up with pizza. “We know how many pizzas to deliver based on how many staff are usually on duty,” Marinakos says. “It’s our way to say thank you for all you do for us.” Of the tradition, he says, “It seems to fill a need. The day no one shows up, I will be happy.” • For more stories of pizzerias, visit ECNCFKCNPKYYCMCI EOM 2ROĂĚGS

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Summit excitement! New venue, talented chefs and industry experts refresh our annual industry event BY COLLEEN CROSS, WITH PHOTOS BY NAOMI SZEBEN

t was a new name and a location for our annual industry event this year – to give pizzeria operators a relaxed setting for networking and Chef of the Year competitors a state-of-the-art kitchen in which to craft their innovative pizzas. Talented pizza makers, knowledgeable industry suppliers and business experts – 120 attendees – gathered in Faema Canada’s sleek Dupont Street showroom, home of the Faema Culinary Academy. A century ago, the building was a Ford car plant where vehicles were built (first floor), finished (second floor – where our pizzas were finished!) and tested on a track (third floor). The building retains its industrial look with cement floors and metal fixtures, and the modern addition of floor-to-ceiling windows to let in lots of natural light. It made for a fun setting to catch up with old friends and make some new ones!

Through a glass partition attendees and exhibitors had the chance to watch 20 adrenalin-fuelled pizza chefs at work. This year two winners shared the title of Chef of the Year. Chef of the Year (Traditional) is Giuseppe Cortinovis of Ignite Pizzeria in Vancouver. Chef of the Year (Open) is Dean Litster of Armando’s Pizza in Windsor, Ont. Cortinovis’ winning pizza, The Queen, was a twist on the Margherita, while Litster’s winning entry was a creative pizza he dubbed The Dean Martin. (Look for profiles of our top chefs in upcoming issues of Canadian Pizza.) Giorgio Taverniti of Frank’s Pizza House in Toronto took second place in the Traditional; Giovanni Campisi of Casa Mia Ristorante in Niagara Falls took third place. Marco Caveglia of Tuscan Wolf Pizzeria in Whitby, Ont., took

James Timothy of Zen’Za Pizzeria in London, Ont., (in the yellow checked shirt) triumphed in the Great Pizza Box Fold-Off. Here he poses with fellow folders Dean Litster, Lucy Lorefice and Sabrina Lorefice.

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Mattia Pagliara of Giro d’Italia Ristorante in Woodbridge, Ont., presents “Pizza Amatrice” featuring guanciale (pork jaw) to judges during the Traditional division competition.

Dale Willerton, founder of The Lease Coach, a service that helps second place in the Open; Maurizio Mascioli of Maurizio’s Inc. in small businesses negotiate real estate transactions, went through an Parry Sound, Ont., took third place. James Timothy of Zen’Za Pizzeria in London, Ont., triumphed eye-opening list of mistakes to avoid when considering lease renewin the Great Pizza Box Fold-Off after folding 10 large boxes in one al. The longtime lawyer said he has seen too many operators negotiate on just one property and fail to let themselves be pursued by minute, 3.7 seconds. When not watching the kitchen, attendees looked at products landlords as a desirable tenant. “You are the customer in this situaand services from vendors, spun Galbani’s trivia wheel, talked tion,” Willerton told operators, challenging them to imagine the shoe flour options with Ardent Mills, and scored some of dozens of cans on the other foot: “When was the last time a pizza customer begged you to buy your pizza?” tomato sauce Escalon/Heinz was giving away. They Another mistake is not asking for more than you also heard speakers on hiring options, leasing, delivwant or need, he said. Doing so slows down the proery services and millennials’ pizza preferences. Attendees and cess, and gives you, the operator, an advantage. “You Showgoers networked over complimentary lunch exhibitors had have to tell people what you want,” he added. while, back in the kitchen, Galbani corporate chef And believe it or not, looking too successful can Julia Wycliffe baked pizzas using the company’s the chance be a problem, said Willerton, who cautioned opercheeses. to watch 20 ators to be careful when a landlord asks you to reFaema Canada, Platinum sponsors of the event, port sales. Sales numbers can be deceiving when had a vast array of coffee equipment on display adrenalinnot viewed in the context of the labour market; for and its Moretti Forni ovens – Moretti Forni Amalfi, fuelled pizza example, higher sales could be the result of a price Moretti Forni P120E and Ceky Granvolta – hard at hike meant to accommodate a higher mandatory work in the Chef of the Year competition. chefs at work. minimum wage. Judges Joe Leroux of Amadio’s Pizza in Port CredWillerton gave away copies of his Negotiating it, Ont.; Roberto Vergalito of Roberto’s Pizza Passion in St. Catharines, Ont.; Tom Stankiewicz of Bondi’s Pizza in London, Commercial Leases & Renewals For Dummies and counselled operaOnt.; Kyle Rindinella of Enoteca Sociale in Toronto; and Rocco Agos- tors one on one. tino of Pizzeria Libretto and Enoteca Sociale in Toronto, had their READING THE MINDS OF MILLENNIAL CUSTOMERS work cut out assessing 20 pizzas and they did it well! David Coletto joined us to talk about the millennial mindset. Coletto is chief executive officer of Abacus Data, a firm that carries out reBACK TO SCHOOL While flour was tossed, dough rolled and pizzas finished with gusto, search for businesses through polling and analyzes the findings. He across the floor, operators keen to gain an advantage for their pizze- reminded us that Canadians aged 20 to 40 now outnumber baby boomers in Canada. rias heard informative talks by industry experts.

DECEMBER 2018 pizza 17

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Judges Roberto Vergalito of Roberto’s Pizza Passion in St. Catharines, Ont.; Kyle Rindinella of Enoteca Sociale in Toronto; Rocco Agostino of Pizzeria Libretto and Enoteca Sociale in Toronto; Joe Leroux of Amadio’s Pizza in Port Credit, Ont.; and Tom Stankiewicz of Bondi’s Pizza in London, Ont., had their work cut out assessing 20 pizzas!

Some things he told us about millennials: they are more the same than they are different from older generations. They key difference, and the one operators need to remember, is that operators must market, sell and communicate differently when it comes to millennial customers. Know that there are more women getting post-secondary educations and 42 per cent of men do most of the cooking in households. There are many new households being formed, with millennials moving out from their parents’ homes. Consumers have more power than before and this amplifies both the good and the bad, Coletto said. Most importantly for marketing purposes is to use social media, as millennials are addicted to being connected. Happily for pizzerias, millennials love pizza: 59 per cent of millennials say they love pizza compared to 47 per cent of generation X and 43 per cent of baby boomers. And a third of millennials say they are eating more pizza than last year. These findings are opportunities for the industry, Coletto said. So how do you make your business millennial-friendly? Tell people the story of the food. People are looking for authenticity, which can mean different things to different people. 1. Tell your story: Be genuine, be original, and present an “honest interpretation” of a classic. In other words, you don’t have to learn pizza making in Italy in order to serve an authentic version of it. 2. Connect: If you’re not online, you don’t exist to customers under 40, many of whom “Ask Google” to find nearby pizzerias. 3. Be aware of disruption: Meal kits, for example, are popular

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and a source of competition. Seven per cent subscribe to meal kits, eight per cent said they are likely to subscribe. Most are happy with the kits they receive. Coletto urged operators to remember that people are not in such a rush they won’t wait for their pizza if they have that good overall experience. “Food unites us,” he said. “It’s a social experience.” PROGRAMS TO HELP YOU HIRE Many pizzerias express frustration with the process of finding and keeping great workers. Service Canada provided a program overview to review eligibility requirements and the Labour Market Impact Assessment application process. The Assessment is the first step toward applying to hire a Temporary Foreign Worker. It’s the way you demonstrate there is a need in your industry and that you have exhausted all efforts to hire Canadian workers. Megan Gretton and Thomas Moorcroft, senior program development officers with Service Canada, told operators about the process and also the various programs available to businesses to help them fill their staffing needs. When applying for a Labour Market Impact Assessment, make sure your application is complete, they advised. Keep an original copy of the application and the required documentation. You must show your job ads, indicate how long you have advertised them and your employment contract. When hiring below the median wage, you must provide housing and transportation and there is a cap on the number of workers you can hire, they said.

Germano Fazzone of Gusto 101 in Toronto delicately places his “Boscaiola” pizza on the paddle. Fazzone competed in the Open competition with the neapolitan pizza topped with fresh mushrooms, fior di latte, sausage and oven-roasted potatoes.

Higher-wage stream requests require at least three recruitment activities. These may include posting in a national job bank and using a job-match tool available for the Employment and Social Development Canada Job Bank to invite those who match qualifications to apply for the position you advertise. There are other programs out there to help you find good employees, such as the Federal Skilled Trades Programs, the Global Talent Stream and Express Entry. Questions to ask yourself: Is there an urgent need to hire an foreign worker? Do your needs match the skills out there? Will there be a positive, neutral or negative effect from this hire? Reasonable efforts must be made to hire internally, the representatives said. DEEPER LOOK AT DELIVERY Mike von Massow had lots to say about the changing delivery landscape and how pizzerias can adapt to it. Von Massow, an associate professor in Food, Agricultural and Resource Economics at the University of Guelph, set out the pros and cons of restaurants using third-party delivery services. They can be a cost-effective way for businesses – new businesses especially – to provide quality delivery service with a relatively low investment, von Massow said. The challenge, can be summed up as a loss of control for operators over the service provided and the final product delivered. Von Massow urged operators who are worried about heavy competition to stay sharp but not necessarily fundamentally change what they’re doing. “Ask yourself if you can offer another alternative,” he said. Maybe the answer is to change not how but what you deliver, he added.

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Giovanni Campisi of Casa Mia Ristorante in Niagara Falls presents “The Calabrese,” which earned him third place in Traditional. Topped with salami and gorgonzola cheese, the neapolitan pizza is a marriage of ingredients from northern and southern Italy.

Ask yourself if you’re offering what your customers want; that is, do you need to expand or tweak your menu rather than change your delivery methods? Bear in mind, most of us don’t want more choices; we want different choices, he said – and that’s an important distinction. When customers get overwhelmed when faced with, for example, 37 kinds of mustard, they default to the easiest choice and often that’s the product they bought last time or the place they ordered from last time. Give people the choices that are relevant to them, von Massow advised. Restaurants have an advantage over other types of businesses because many already deliver. You can get your product messages out to customers by talking to them directly – the most effective way, he suggested. Advertising via the pizza box and having a presence on the internet are great ways to do this. What can operators do to make the most of interest in eating less red meat? Offer plant-based ingredients, use insect-based flour (it’s mainstream now), and provide not just a healthy environment but also a novel product or experience. People are much more likely these days to experiment with new foods at a restaurant, rather than at home, he said. INDUSTRY PARTNERS Canadian Pizza sends a heartfelt thanks to our industry partners for their support of this event and the industry: Platinum sponsor and host Moretti Forni distributed by Faema Canada, Gold sponsors Ardent Mills and Parmalat/Galbani, and Silver sponsor Escalon Premier Brands/ Heinz, as well as our amazing exhibitors, Burke Corporation, Lallemand, Lesaffre, Mealsy, On Green Go Solutions, Reiser, Salamina Foods, Sugardale, Supremex (DuraBox), Tony’s Cheese/Jesse Tree Fine Foods, Uber Eats and U Eat. Stay tuned for news of next year’s event on canadianpizzamag.com, our Facebook, Twitter, Instagram and LinkedIn pages, and in Canadian Pizza magazine. •

Khrystyna Collins’ pizza, “Roots,” was inspired by her love of Ontario and by her parents’ passion for growing fresh vegetables. Everything but the 00 dough and smoked salmon was sourced in Ontario, Collins explains.

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For more on the show, visit canadianpizzamag.com > Trends

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Getting into catering Catering for corporate and private events can provide valuable extra income if you do it right BY ANDREW HIND

PHOTO COURTESY OF ROBERTO VERGALITO

he pizza industry is evolving. The needs, tastes and preferences of consumers are signficantly different than they were 10 years ago. The rise of third-party food delivery services means there is greater competition than ever, and economic factors are forcing pizzeria owners to consider changing the way they operate. As such, pizzerias must up their game to provide customers with the dining experience they yearn and, at the end of the day, make a profit. In order to do this, pizzerias are looking to new and innovative ideas. Among the more profitable options available is to enter the catering market. “The number of visits to restaurants has been flat for a number of years in a row now, thanks largely to rising costs of labour and food prices in Ontario. Indeed, the finer dining industry has never really rebounded from the recession. This makes looking for other revenue streams – such as catering – particularly important,” explains Jeff Dover, principal of fsSTRATEGY Inc., a food and hospitality consulting firm. “Because pizzerias were ahead of the curve in terms of delivery, it’s becoming pretty commonplace for them to branch into the catering industry. It’s a natural extension of the business, actually.” Roberto Vergalito was one of the first pizzeria owners in St. Catharines, Ont., to dive into the catering industry. Always an innovative voice in the industry – he helped introduce the concept of healthy eating in St. Catharines’ schools, formed the Canadian pizza team for international competition after being crowned the Canadian Pizza Games champion, and set the world record for the largest calzone – Vergalito quickly recognized the opportunities catering afforded. “There was a time when pizza would thrive anywhere,” he says, “but the market has become saturated with pizzerias now so you really have to work to stand out. Add the rising cost of food and wages, and you can see why it’s getting harder and harder to make a dime. I began pushing the catering side of the business. It’s a bit of a different market because people want really good quality food, but will pay well for it. It’s a great way to bring in extra revenue.” Dover is equally bullish about the revenue incentive for entering the catering market. “Catering is a fixed-cost driver,” he says. “The things that make food services challenging – how much food, when, and at what

Roberto Vergalito has had success with the catering side of his pizza business. “It’s a bit of a different market because people want really good quality food, but will pay well for it,” Vergalito says.

cost? – don’t really apply. As a result, it’s a more profitable business than the restaurant operation.” Vergalito agrees. “Catering is a lot easier and more profitable. You know exactly how many people you are cooking for and how much food to prep, so unlike in a restaurant, there is no food loss through wastage. Also, nine out of 10 times, I don’t need to pay staff to assist me because I can plan my schedule and pace myself accordingly.” Catering has the added benefit of generating revenue during off-season months or on days of the week when traffic in the restaurant is slow.

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PHOTOS COURTESY JOE LOMBARDO

There are additional marketing benefits to catering, according to Joe Lombardo, owner of That’s Italian Ristorante in Vaughan, Ont.

“It’s important that a pizzeria make an honest appraisal of There are additional marketing benefits as well, according whether they have the capacity to do catering without it affecting to Joe Lombardo, owner of That’s Italian Ristorante in Vaughan, Ont., a restaurant with a 40-year pedigree (including 33 years in one’s core business,” Dover says. “Ideally, you don’t want to have to downtown Toronto before a recent move north). “Catering sup- allocate additional resources to the catering endeavour.” At the same time, you need to be very clear: when a catering ports your brand by providing exposure and introducing your product to people who would not otherwise know about you,” order goes right, everyone is happy, but when it goes wrong, a lot of the personable chef explains. “A lot of our catering clients are so people will know, potentially threatening your pizzeria’s reputation. “Timing is everything to a successfully catered event, especialimpressed with our food and service that they later book parties ly when it involves the corporate world,” Lombarwith us at the restaurant. It’s the best advertising do says emphatically. “The corporate world is very you can get.” structured, so timing is important. If executives say Perhaps surprisingly, pizza is at the bottom of “It’s a bit of a they need to eat by 12, we need to be there by 11:45 the list when businesses are looking to cater a lundifferent market because their days are so tightly scheduled. This cheon or a family is planning an important party. If you want to succeed in the catering business you because people also applies to private events as well, though: people want their food to be there exactly when they have to expand beyond pizza. Additionally, you need to play to the strengths of your chef and, un- want really good expect it. If you miss the deadline, people are mad and your reputation is affected.” less you want an outlay of capital expenses, make quality food, Finally, there’s the matter of how to keep prodfull use of your existing kitchen. ucts fresh during an event. “The biggest obstacle I “It’s imperative that you have a separate caterbut will pay well faced when entering the catering field was the starting menu,” Lombardo says. “In my father’s day, a for it.” –Roberto up cost, thanks to the special containers needed. catering menu was unsophisticated and not really They are not inexpensive,” Vergalito says. “It’s a onecustomer friendly – the client simply ordered 10 of Vergalito time expense, though, and the return on investment this item or that off of the regular menu. But that has been great.” wouldn’t cut it today. We cater a lot of corporate At first glance, entering the catering industry might seem a lunches, for example, and people don’t eat as much at lunch. Additionally, personal assistants don’t have time to price out items monumental undertaking. It’s a very different business model, afand compile complicated orders; they want the ease of pre-set ter all. But it’s far less daunting than it might appear, as a growing meals. It’s more convenient – the customer just says they want number of pizzerias who have already taken the leap can attest to. • a meal for 10, no need for pricing – and the end product looks better, more professional.” For more on catering, visit canadianpizzamag.com There are risks and costs involved in the catering industry, > Business Operations > Catering & Expansion though.

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recipe 4.

Red Ember Crete-Za

While the pizza stone is preheating, prepare your favourite thin-crust pizza dough. Lightly ﬂour a thin wooden cutting broad or backside of a cookie sheet. Stretch/roll out your dough until you have a 1/8-inch-thick crust. Spread the dill pesto on like a sauce. Sprinkle roast garlic, shredded goat cheese, spinach (a good, ﬂuffy 3-4 inches) and top with a little shredded mozzarella. Bake until your crust is golden brown and remove from the oven. Top with a sprinkle of pickled red onion and serve immediately.

This recipe was inspired by the fresh dill at Wenkai Vegetable Stand at the St. Norbert Farmers Market near Winnipeg where Red Ember

Steffen Zinn, a Red Seal chef specializing in French and Japanese cuisine. However, is owner and chef at the Red Ember Common at The Forks and Red Ember Food Truck in Winnipeg. Born on a chicken farm in Starbuck, Man., Zinn enjoyed spending time cooking with his mom, trained as a chef in Anola and went on to work at St. Charles Country Club, where he

Common owner Steffen Zinn shops for vegetables for the specials on the food truck. He thought to make a pesto with it and topped it off

started as an apprentice, and left as an executive sous chef. Years later, while working at Pine Ridge Golf Club, he built his own smoker and made

with spinach, red onion, and goat cheese to give it a Mediterranean feel, it was called The Crete-Za. One of the chefs, Quin, has since taken the original idea and pickled the red onion to make the version that is now available at the Red Ember Common at The Forks.

plans to build a wood-ﬁred pizza oven in his backyard. At the same time, he was dreaming of taking his kitchen on the road in his own food truck. When the two ideas met, Red Ember Pizza Truck was born. Steffen is passionate about using local, real ingredients and cooking everything from

This Mediterranean-inspired pizza will bring out the fresh earthy ﬂavours of dill and spinach balanced with a sour/sweet pickled onion, Zinn explains.

scratch. He thinks of the crust as a plate for non-traditional local toppings and sauces, making his pizzas uniquely Manitoban. He is also on a mission to help other chefs start their career in the kitchen, partnering with his driven, long-term employees to start ventures of their own.

By Steffen Zinn, owner, Red Ember Common and Red Ember Pizza Truck

INGREDIENTS Dill pesto • 400 g fresh dill (small stems) • 30 g parsley (blanched) • 40 g Walnuts toasted • 1 clove garlic, ﬁnely minced • 1/4 lemon zest and juice Charred pickled onion • 1 large red onion • 1 cup red wine vinegar • 1/2 cup water

• 1 tsp Dijon mustard • 20 g Parmesan grated • 190 ml olive oil • 1/2 tbsp salt

NOW AVAILABLE • 1 bay leaf • 1/4 tsp black peppercorns • 1/4 tsp chili ﬂakes

• 60 ml sugar Additional ingredients • Roast garlic • Fresh spinach

CERTIFIED HALAL PIZZA TOPPINGS Beef Pepperoni, Julienne Cut Chicken, Beef Crumble, Beef Sausage, Veggie Pepperoni and more...

• Semi-soft shredded goat cheese • Shredded mozzarella

DIRECTIONS 1. To make the dill pesto, add the cooled toasted walnuts to your food processor and pulse until ﬁnely chopped. Add all remaining ingredients and blend until smooth. Check seasoning and adjust to taste. 2. To make charred pickled onion, preheat oven to 500 F. Dice onions

into 5 mm pieces. Place onions onto a cookie sheet and char in oven until edges of onions are black. Combine the remaining ingredients in a pot and bring to a boil, then remove from heat. When the onions have charred tips, place into a heat-proof bowl and strain pickling liquid on top. To assemble the pizza, begin by placing your pizza stone in the oven and preheat to its maximum temperature.

Wholesale: 905-547-1321 www.SpringersMeats.com

DECEMBER 2018 pizza 23

making dough with Diane

Diane Chiasson

inding a commercial space for your new pizzeria operation can be a challenge. Leasing a commercial retail space will be one of your biggest operating expenses, and there are dozens of details that can go wrong. It will involve more than finding the perfect business location and signing a lease at a price you can afford: it will take careful planning and consideration, great negotiating skills and proper budgeting to find a suitable place that will meet your needs. Whether you are leasing a space for your new pizza operation, or negotiating a good lease renewal, finding the right pizza store for lease comes down to three things: cost, size and location. Here are a few things to consider before you lease a commercial space for your pizzeria.

Commercial leasing for first-time pizza operators

GET PROFESSIONAL ASSISTANCE As you move through the negotiation process, don’t sign a lease without first having your real estate broker work through the complexities of a lease and negotiating a satisfactory deal on your behalf. There is no substitute for local knowledge, and your broker should definitely have indepth knowledge of your area, knowing exactly who lives there and where the retail traffic is. Afterward you will need an experienced commercial real estate lawyer to review your entire lease document. This expert should help you negotiate the best terms as well as include clauses that will benefit your business. You don’t want a general lawyer; you want a lawyer who negotiates leases every day of the year. WHAT YOU SHOULD KNOW There are several things you should know before you lease a commercial space for your pizzeria.

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Location, location, location: It all comes down to location. As you know, for many new businesses, location can make or break the business. You will need to know everything you can about this location before you even think about leasing. Know and understand where your customers are and be sure that your business is located in a high-foot-traffic and high-visibility area. Your retail location needs to be in a safe area visible and accessible for customers and it should be near public transport and/or major highways. Perhaps you can get some inside information from tenants already in this area. Introduce yourself and ask for their honest opinion of the landlord, their thoughts on the level of property maintenance, and general information about the area. Square footage: You will need to find out how the landlord has calculated the unit space. Is it based on the actual square footage or does it include space that doesn’t actually exist? Very often restaurant tenants are paying their rent per square foot, but

often they are not receiving as much space as the lease agreement says. Make sure you measure your space properly. Always ask how the chargeable square footage is measured and calculated. Most commercial mall leases will include the square footage of your private retail space, plus a pro rata share of the building’s common areas such as lobbies, staircases, corridors and restrooms. Traffic: Is there adequate foot traffic for your future pizza business? If you are leasing a retail space, the landlord should give you an accurate count of how many cars drive by each day. If they don’t have this information, grab a coffee, sit down in front of your future prospective retail space, and do a count on your own. You can also use the web to look up general demographics for an area/city or ask the town/city government if they have such information. Parking: Check to see if there are enough parking areas or parking lots near your prospective retail space, and check out these parking lots on different days and different times of the day.

Lay out the space: You don’t want space to suit the needs of your business, to pay for space that you won’t need then you want to make sure it is clearly but you also want to have enough space outlined in your lease, that is, what alterto accommodate your future business ations you are allowed to make. Be sure growth. Consider working with a design- to write down all the improvements that will be made and which er just to give you a rough party will have to pay for sketch/layout of what your pizzeria will look like be- Finding the right these improvements. You should also write down fore signing your lease. pizza store for who will own these imThis little exercise will allease comes provements – which norready give you an idea if mally the landlord does the space is right for you. down to three – and if you will need to Think of all the aspects of this floor plan: back and things: cost, size return the space to its original condition when your front kitchen space, sales and location. lease expires. Whatever floor, cash area, to-go area, you do, make sure to allot sitting area, stockroom, ofa design budget to make your pizzeria fice and bathrooms. Making improvements: Is this retail visually appealing and reflective of your space basically a move-in-ready space or business personality. Signage: You should have a clear unare you going to pay a lot more than you derstanding of what is and isn’t allowed would for a similar size space that needs improvements, remodelling or major in terms of your corporate signage on the renovations? If you need to alter the outside of your property, sale signs, open/

closed signs, and other signs in your storefront area. Maintenance and repairs: Commercial leases often require the tenant to pay for all maintenance, except for that of exterior walls, roof and common areas. Put everything in writing: Just remember that the lease you are to sign has been written to protect the landlord’s interest rather than yours. You want to make sure that all verbal agreements and promises as well as your personal interests are included in this written agreement. By putting everything in your written agreement, you will avoid unnecessary problems in the future. • Diane Chiasson, FCSI, president of Chiasson Consultants Inc., has been helping food service, hospitality and retail operators increase sales for over 30 years by providing innovative and revenue-increasing food service and retail merchandising programs, interior design, branding, menu engineering, marketing and promotional campaigns. Contact her at 416-926-1338, toll-free at 1-888-926-6655 or chiasson@chiassonconsultants.com, or visit www.chiassonconsultants.com

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DECEMBER 2018 pizza 25

guest column

How to disrupt your competition Shep Hyken

’d like to share some thoughts on how being easy – or convenient – can give you a competitive advantage over your competition. When your customers can buy what you sell from others, that’s called competition. That also makes it a commodity. If they’re selling the same thing, why should I buy from one company over another? Is it the quality of the product? Is it the price? Is it the customer service? Your customers want your product to meet their expectations. And, let’s assume it does. Your customers also expect to receive a positive customer service experience. That’s no longer an option. Everyone is striving to create a good experience, at every level. That means, in most situations, your competition is trying to do what you do. So, what happens when you and your competition seem to be similar in quality, price and service? What then? How can you stand out? Add one more layer of customer experience, a convenient experience, and you can take the business away from your competitor. In other words, be easier to do business with. No friction and no hassle. And, that leads to this very important point: When great customer service meets convenience, you have the recipe for disruption. I was talking to the manager of the service and repair center at a major brand automotive dealership. He was trying to find ways to keep his customers coming back to his dealership versus going to an independent repair centre. Even with promotions that made their prices competitive with independent repair centres, he struggled to keep his customers. The dealership’s hours of operation were Monday through Friday from 7:30 a.m. to 5:30 p.m. The competitor was open Monday through Friday from 7:30 a.m. until 9:00 p.m., as well as hours on Saturday and Sunday. It’s obvious who was more convenient. And, it’s no surprise that the independent repair centre is always busy. Now, I’m not suggesting that the major dealership needs to be open seven days a week, but they should consider hours of operation that are more convenient for their customers. Within two miles of my home, there are three big-box home improvement stores. They are huge. Two are next door to each other and one of them is directly across the street. And just down the street, there is a much smaller independent Ace Hardware store. You might think these big-box stores with a bigger selection and lower prices would put the Ace Hardware store out of business, but they don’t.

ILLUSTRATION COURTESY SHEP HYKEN, HYKEN.COM

26 pizza DECEMBER 2018

When you talk to the customers, many say the same thing, which is something like, “They are just easier to do business with.” What they mean is there is a smaller parking lot with less traffic. And, a smaller store that is easier to get around. Great service, which the competitors also offer, with a more convenient experience, which the competitors don’t offer, is one of the reasons this Ace Hardware store stays in business. The point is this. All things being equal, if your company is easier to do business with, and the customer knows it, you can win. Shep Hyken recently released The Convenience Revolution: How to Deliver a Customer Service Experience That Disrupts the Competition and Creates Fierce Loyalty. • Shep Hyken is a customer service expert, keynote speaker and New York Times bestselling business author. For information, visit www.hyken.com. For information on The Customer Focus customer service training programs, go to www.thecustomerfocus.com. Follow on Twitter: @Hyken