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Outside the pizza box How to make this underused real estate work for you

Volume 20 Issue 4 July/August 2014

Photo courtesy of Melville House

10 THINKING OUTSIDE THE BOX

COVER: Does your pizza box stand out in a crowd? For tips on how to make the most of this great piece of real estate turn to page 10. Photos courtesy of Melville House.

How to make this underused piece of real estate work for you.

20 SIMPLICITY RULES

In conversation with Toronto chef and Pizza Chef of the Year runner-up Steve Silvestro.

DEPARTMENTS 20

www.canadianpizzamag.com

editor’s desk

the pizza chef

pizza bites

pizza pete

marketing insights

making dough

guest column

pizza on fire JULY/AUGUST 2014 pizza 3

“Packed from Fresh Tomatoes, Not from Concentrate”...

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from the editor’s desk July/August 2014, Vol. 20, No. 4

The forgotten family? izza Hut recently announced it would be going after the millennial wallet with a more sophisticated pizza, putting the focus on gourmet rather than deals. They have figured out the demographic they want a bigger slice of. There also seems to be a lot of talk in the food industry generally about getting the boomer-turned-senior dollar, since these folks make up a pretty sizable part of the population. It could be argued that millennials and the aging population are the most talked about age-based niche groups from a marketer’s perspective. Does this mean other groups are getting overlooked? For the pizza industry, the familieswith-young-children demographic seems a given: kids love pizza, it’s a great meal to share together, and there are many ways to be community-minded that resonate with families, such as supporting and promoting sports or hospital fundraisers. But should fresh pizzerias be so sure that their share of the family purse is secure? Perhaps it is worth taking the time to reflect on whether your menu and service are doing the most they can to attract families – a less-talkedabout but vital pizza customer. Some of the large national pizza and Italian chains have figured out the way to the family heart. In 2012, Today’s Parent magazine named Boston Pizza, Old Spaghetti Factory, East Side Mario’s and Pizza Hut to its list of the five best family restaurants in Canada among nationwide chains. Jack Astor’s was the only one to make the list that wasn’t pizza or Italian-food specific, but they do have pizza on their menu. Dinein restaurants can do a lot to attract families with crayons, creative and kid-friendly menus, big booths, and kids-eat-free days. They can leverage service and décor to establish reputations as being comfortable places for families with tiny but loud members, picky members and parents who de-

sire a relaxed and welcoming atmosphere. Pizza chains are doing something right here, and this increases the competition for independents when it comes to this particular demographic. Establishments that offer takeout and delivery only face a greater challenge than their dine-in counterparts in attracting the family dollar and loyalty without all the other factors at their disposal. It takes more than family-sized pizza deals and community involvement (both of which are still very important). But different demographics value different things. Perhaps you could offer a family rewards program or kids club that provides free delivery on some nights or other family-friendly incentives, such as a cross-promotion with another local business that targets kids. While the McDonald’s Happy Meal and its toys are a very famous example of kid catering in the food industry, giving a toy away with the meal won’t necessarily work. It’s important to provide something the family could value. Perhaps it’s a discounted round of minigolf or a movie as a promotion. The menu and the taste of your pizza are the best vehicles to get the kid vote, but you may need other incentives to get a family to try out an independent over a large chain with an already-established family-friendly reputation. As an independent, your prices may be higher, and it will be that much more important to add value to the order and be seen in your community. Not everyone is your customer, but the families-with-young-kids group is a big customer of pizzas. Today’s kids are also eating more sophisticated foods as their parents’ palates expand. So it’s not pizza competing against pizza, but against Asian and other ethnic fare as well. It may be time to ask yourself: am I getting my share of the pie? •

@CdnPizzaMag

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Editor Laura Aiken laiken@annexweb.com 416-522-1595 Assistant 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 Account Coordinator Shannon Drumm sdrumm@annexweb.com 888-599-2228, ext. 219 Media Designer Alison Keba 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

the pizza chef

Is healthy pizza in demand? Diana Cline

ore and more Canadians are demanding healthier meal options for themselves and for their families, and it seems wise to listen and respond to what they are saying. Like it or not, most Canadians do read the nutritional labels on a product before deciding whether or not to purchase the item. It’s worth noting that women, who still do the majority of household shopping, are the most likely to read the nutritional information. Food manufacturing companies have noticed and are even adding things like omega-3, DHA and extra iron to everything from yogurt to bread. Health Canada is asking restaurants to reduce the amount of sodium in their dishes, although so far they’ve yet to impose the same threats on all the heat-andserve meal options at the grocery store. And the recommended levels of sodium are still in debate, here in Canada and abroad. It makes a great deal of sense: a healthier population means fewer dollars need to be spent on health care and an overall better quality of life – call it preventive health care. The movement toward healthier meals was instigated by the consumer. But do consumers truly want healthy pizza? Is there such a thing? North American-style pizzas evolved differently than their Italian counterparts; North American-style pizzas are typically loaded up with cheese and toppings, whereas Italian-style pizzas are typically healthier with less cheese, sparse toppings and thin crusts. Back in 2000, we began making a line of 100 per cent whole wheat pizza crusts, and while they took time to

catch on, they came to represent 40 per it would be wise to invest time in crecent of our sales. Combined with a low- ating a recipe. I spent about six months fat mozzarella, a few vegetables and a developing a recipe and then incorpolean grilled chicken breast, it’s not just rating it into a busy pizzeria that spehealthy but also quite delicious. cializes in wheat pizzas. These days, Canadian consumers The day we launched our gluten-free expect to find heart-smart and heart- pizza crust, we already had a list of cushealthy meal options on tomers who were eagerthe menu – even on a fast ly anticipating it. Aside food menu. More and from calling everyone on These days, more chains are adding the list, it took very little Canadian these options and are effort to promote it. The receiving positive feedevolution of our menu consumers back. Many pizza places, was entirely driven by expect to find chains and independents customer demand with offer whole-wheat and/or heart-smart and the addition of a nonmultigrain pizza crusts GMO, non-soy, non-dairy heart-healthy with increasing demand. style of mozzarella cheese Most places are reacmeal options on and even a yeast-free piztive about this change in za crust option. the marketplace. Several the menu – even Whether you thought companies thought that healthy pizza was a trend on a fast food it was simply a trend that that’s here to stay or a would pass quickly and fleeting fad, you have to menu. failed to accommodate be living under a rock not what’s now an expectato notice the increased tion. The companies that demand for healthier are constantly asking what customers meals. Will demand be sufficient want and exposing their customers to in your market to warrant adding a different options they may not have pre- line of healthy pizzas to your menu? viously known about are in a better po- That question will ultimately only be sition to be ahead of the curve and prof- answered through testing. • it from this change in consumer tastes. We have always polled our custom- Diana Cline is a two-time Canadian Pizza Magazine ers and created pizzas and menu items chef of the year champion, internationally recognized gourmet pizzaiolo, former owner of Diana’s to cater to them. We began making our Gourmet Pizzeria in Winnipeg, Man., and a director whole-wheat crust in very small batches for the CRFA from 2009-2013. In addition to creating and offering free sample slices to gauge award-winning recipes, Diana is also a consultant to other pizzeria owner/operators in menu development, our customers’ reactions. Several years creating systems to run a pizzeria on autopilot, along ago we started getting calls requesting with marketing and positioning to help operators gluten-free pizzas. The number of calls grow their business effectively and strategically. She is available for consulting on a limited basis. For more increased every week, and we decided information contact her at dianaslcline@gmail.com.

JULY/AUGUST 2014 pizza 7

pizzabites Canadian Pizza Show date set for October he Canadian Pizza Show, set for Monday, Oct. 27, will offer a jam-packed day of learning, networking and being immersed in the world of pizza. The bigger-than-ever show will feature Pizza Nova president Domenic Primucci as keynote speaker and a sparkling roster of industry experts who are there to inspire and help pizzeria owners run their businesses smarter. New this year, the Canadian Pizza magazine Chef of the Year competition will be hosted at the show. Entrants can sign up to compete starting June 16. The Chef of the Year competition, sponsored by Saputo and Moretti Forni, has come a long way since its birth in 2005. The 2015 crowning of the winner will mark the 10th anniversary of this Canadian culinary showdown. Moretti Forni hosted the competition in its Toronto showroom for the last five years, and now Canadian Pizza magazine is proud to announce the next step in the Chef of the Year challenge: pizzaiolos going head to head, with their own heart and hands, for a chance at the Canadian title that grants two competitors the opportunity to compete in the finals at the 2015 International Pizza Challenge in Las Vegas. The Canadian Pizza Show is Platinum-sponsored by PizzaMaster, distributed by Alfa Food Service; Gold-sponsored by Stanislaus and Saputo Foodservice; and Bronzesponsored by Santa Lucia.

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On May 21, Magic Oven owner Tony Sabherwal, middle, celebrated the launch of mobile app Maegan with Chris Jucan and Brenda Crainic of the app’s developer Tacit Innovations.

Toronto chain launches Maegan app that accepts Bitcoin O

n a warm evening in May, some 50 guests, including Canadian Pizza staff, attended a VIP party at Magic Oven’s Danforth location in Toronto in honour of Maegan. Maegan, who is not a “her” but an “it”, is a brand-new software application that allows customers mobile access to different menu options and the ability to search the menu. It was designed by Chris Jucan and Brenda Crainic of Kitchener-based Tacit Innovations. Magic Oven owners Tony and Abby Sabherwal are among the first businesses – and the first pizzeria – to offer the app to their customers. The truly unique feature of this app is that it lets customers pay using Bitcoin. Tacit’s Crainic says that, while it is still an unstable currency, it is another option available for payment. The soiree also provided an opportunity to introduce four new menu items, none of which were pizza. “More and more people are asking for non-pizza items, so we decided to give them more choices,” said Sabherwal. Their vegan item, Smoked Red Bean

Cassoulet (stew), features red beans, lentils, carrots and celery. Gluten-free Mac ’n’ Cheese is made using brown rice flour in the macaroni and the cheese crumb topping. Lasagne Chou-fleur contains cauliflower in the filling. Moroccan Lamb Croquettes featured an interesting mix of dates, mint and sumac flavouring taken from the berry. Magic Oven is trying something new for the those following the Paleo diet. In a curious twist, Saberwhal is not marketing the new items as for a Paleo diet even though they are all suitable for one. He is introducing five items that meet the Paleo criteria into each area of the menu – appetizers, mains, wings, sides, desserts – without labelling it as Paleo diet food. This way, he says, those who adhere to the diet have choices, those who want to try it can, and the restaurant can test the waters without a big outlay of cash and promotional effort. Sabherwal said they expected to start giving customers the option of using the app in June and the new dishes would soon join the menu.

pizza bites

Go back to pizza school his summer the School of Italian Pizza is offering several professional courses of interest to both new and experienced pizza makers. A teglia and pala pizza course will be held Aug. 16 to 17 from 10:30 a.m. to 2:30 p.m. A classic pizza course will run Aug. 18 to 19 from 5:30 p.m. to 9:30 p.m. and again Sept. 13 to 14 from 10:30 a.m. to 2:30 p.m. The school offers professional and domestic courses taught by Master Italian pizza makers: classic pizza, Neapolitan pizza, acrobatic pizza, pan-style pizza (pizza in teglia), Roman style pizza (pizza in pala), bread making and pizza for the home. The courses offer hand-on practice; pizza making in a variety of ovens, including gas-electric-wood-combination ovens; the use of topnotch equipment imported from Italy and exclusive to the school; a small group setting for one-on-one attention; and the chance to learn different pizza-making techniques, including direct-indirect dough making. For more information or to register, contact the School of Italian Pizza, 815 Alness St., North York, ON M3J 2H8, by phone at 647-557-3477 or by email at info@pizzaschool.ca.

For more on what’s hot, visit www.canadianpizzamag.com

2013 Winner The Muntains of TJ’s Pizza

Put Your

on our cover

The Muntains of TJ’s Pizza

ARE YOU MAKING A DIFFERENCE IN YOUR COMMUNITY?

PM400657 PM40065710 10

Winners of the Pizza with PurpSaputo Foodservice ose award

Nominate your pizzeria for the Pizza with Purpose Award sponsored by Saputo Foodservice and share the spirit of generosity with your fellow pizzaiolos.

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We want to hear about your fundraising, sponsorship, participation in community events and creative contributions. Activities can be local or national in scope. The winner won’t be determined just on an amount of money raised, but on all the ways, big and small, that your pizzeria is touching lives.

The Pizza with Purpose award sponsored by

Enter online at www.canadianpizzamag.com or email: laiken@annexweb.com

2014 Entry Deadline Aug 31st! JULY/AUGUST 2014 pizza 9 Pizza_Purpose_Saputo may14.indd 1

2014-06-18 10:01 AM

cover story

Photos courtesy of Melville House

Thinking outside the box How to make this underused real estate work for you BY COLLEEN CROSS

“T

he purpose of a pizza box is to transport a baked product from its origin point to its destination while maintaining as much heat and as much stability of ingredients as possible,” says Scott Wiener, author of Viva la Pizza!: The Art of the Pizza Box. But clearly the pizza box is so much more than merely utilitarian to Wiener, owner of Scott’s Pizza Tours in New York City, who over the past five years has amassed 595 pizza boxes from 45 countries to claim a Guinness World Record. A pizza box is a common sight with so much variation that we take it for granted, he says. “When you really look out there in the marketplace, the variation in artwork is so vast and so understudied, and I would say even underdesigned ...The American boxes are underusing that space.” Why is the pizza box so overlooked as

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a marketing tool? It costs a bit more and there is a perception that it’s unnecessary, says Wiener. “In a way, New York boxes are the most boring because they are walkin-and-take-a-slice-out kind of food businesses,” he says. There is great potential for takeout- or delivery-only businesses to invest in their boxes as marketing tools. These businesses don’t have the expense of signage and décor, so most of their budget can go into the delivery method. Also, some believe that because the product is already sold, there is little need to market it after the fact. Dave Crowder, sales manager for Atlantic Packaging Products of Toronto, which manufactures packaging and displays for a variety of larger pizza businesses, says Canadian clients are awakening to the marketing possibilities of the box. “I am seeing companies becoming

more in tune with the box as a marketing tool,” says Crowder. For example, some companies are creating an “augmented reality” through their boxes. He is seeing more and more requests from clients for QR codes and smartphone technology to offer customers a value-added experience. For example, Pizza Hut UK recently teamed up with Xbox One and augmented reality app, Blippar, to provide customers with exclusive game content directly on their smartphones. Wiener understands the challenges of marketing, but as a connoisseur of the pizza box as a standalone piece of art, he appreciates its potential for marketing and branding. “It’s not like when you’re buying a box of cereal. … You buy it without knowing what it comes in,” he says, which means that the box is advertising after the fact. “I’ve read that an average of 2.5 people will see every pizza box after it leaves the store. That stat means that per box there

are not a lot of eyeballs, but if you come up with a design that’s attractive enough, then people will look at it more.” “People don’t realize the benefit of putting extra money into something that already exists – it’s a way to create an identity.” With applications such as Instagram so popular, he says, an image can go viral simply because it’s on a pizza box. With that in mind, here are a few trends making noise in outside-the-box marketing. INTERACTIVITY Pizza box art can be a great way to get customers involved. Large chains have mounted high-profile drawing campaigns in order to generate publicity. In April 2013, Pizza Hut Canada streamed live YouTube video of an illustrator sketching commenter-suggested images on pizza boxes. The images generated for this campaign include a pizza eating a man, a porcupine in a balloon factory and “Lady ’Za ’Za” wearing a dress made of pizza. The social media campaign, part of the brand’s celebration of gaining 200,000 fans on its Canadian Facebook page, was run by Toronto agency Grip Limited. The trend of drawing on boxes is goes beyond the big players, however, and seems to have taken on a life of its own with customers asking delivery people to produce personal drawings on their boxes. Customers also enjoy playing with the actual boxes. Domino’s Pizza pioneered the concept of using the box as a game board. In 2009, the company shipped 23 million pizza boxes featuring Hasbro games Cranium, Pictureka and Connect 4 x 4 to promote its Family Game Night. The boxes’ side panels provided removable game pieces and its angled front corners gave it extra strength for stacking. THE PIZZA BOX AS ART The value in producing beautiful boxes lies in giving people a reason to hold on to the box after its contents have been eaten, says Wiener. He is fascinated by the high level of artwork he has seen on generic boxes that aren’t even branded for a specific pizzeria, for example, a box that features Bart and Homer Simpson lookalikes as pizzaiolos. “It’s one of the most beautiful boxes

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An eye-catching pizza box can serve as a point of differentiation and a conversation piece for your brand. Photo courtesy of Melville House.

I’ve seen anywhere.” But a box need not be a masterpiece to be an effective marketing tool, says Wiener. A box designed for Tony’s Pizza Napoletana, which mimicks a tattoo, is one of his favourites. “It’s a simple, four-colour print, not even a processed print. It’s a basic, stamped spot print, but it’s really on brand with what their pizzeria is.” Crowder credits Pizza Pizza’s bright orange boxes, along with its “967-1111” campaign earworm, with sparking interest among pizza businesses in doing more with their boxes. Such designs have higher visibility than you might think, considering many pizza boxes sit in the garage for a week waiting to be discarded or recycled, he adds. Along with the complicated four-colour graphics companies are requesting comes the need for a big budget. There is a fine line between cost-effectiveness and marketing savvy, he has discovered: he is sometimes caught in the middle trying to please the marketing experts, who want “the Cadillac of boxes,” and the clients, who want to keep costs down. LAID-BACK AND RECYCLED There seems to be a high-end versus lowend split in the direction companies are taking, between complex designs that use three or four colours and simple, barebones concepts that may reflect a desire to reduce our carbon footprint, says Crowder.

They are all using the same basic boxes, so the integrity of the box itself is generally not a point of differentiation, he says, suggesting the decision has more to do with how a business wants to position itself than it does with cost limitations. The Green Box allows the lid of the pizza box to break into four serving plates. New York-based company Environmentally Conscious Organization (the CFO of which is a transplanted Canadian) made its first Canadian sale to Ali Baba Pizza of Victoria. “This just may be the most talked-about innovation in pizza box history,” says Wiener in his book. The biggest trend at the moment, however, is pizzerias reworking boxes that sport generic messages such as “Hot and tasty” and customizing them, he says. A lot of pizzerias are buying the generic boxes and folding them inside out so that the blank lining on the inside shows on the outside. They are using customized stamps to brand what would be the inside of the box. It’s not a matter of saving on money when you have to pay someone to stamp 300 boxes a day, he says. “It shows people really do want to use that space.” •

For more on what’s hot, visit www.canadianpizzamag.com

Passionate about Pizza Canadian Pizza baking champion Diana Coutu shares some of her award winning pizza recipes, tips and techniques for the home pizza chef. Included in this volume is her personal philosophy on health, fitness and incorporating this ancient healthful ‘fast food’ into your daily diet. Diana Coutu is a four-time Canadian Pizza baking champion, internationally recognized gourmet pizziolo with 19 years of experience in the pizza industry, 11 of those co-owning Diana’s Gourmet Pizzeria in Winnipeg, Manitoba. Diana holds honorary positions on several other countries’ pizza teams and has been invited to judge the baking competition at the 2009 World Pizza Championship Games in Salsomaggiore, Italy. She is the first Canadian to hold such a position.

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marketing insights

How the web is won Michelle Brisebois

earch engine optimization (SEO) is simply the art of making sure your website is at the top of the list when people search the Internet for information related to copy on your site. Much like the Wild West, the web was once a free-for-all ruled by good guys (white-hat tactics) and bad guys (black-hat tactics). The fair maiden everyone wanted to attract was named “search,” and websites became repositories of keywords trying to trick the search engines into landing on a certain page rather than becoming interactive places for information. The web has matured and so must how we search it. If you’re wondering if SEO is all it’s cracked up to be, the answer depends on how willing you are to choose the right hat. As a business owner, you want to spend your marketing dollars wisely. You’ll likely be hiring an outside person or firm to build your website and to help you optimize it so that search engines such as Google rank it higher than your competitors. It’s important you know how SEO has changed recently so you can choose your digital partners wisely. Think of a search engine as a phone book used to help people find your business and connect with you to make a purchase. With a phone book, your brain is the search engine using data (a name in alphabetical order) to find the person or business you want. In the case of the web, “spiders” roam the Internet looking for words, phrases and information that get categorized, attributed to your website, then indexed and stored by Google to be referred to when people search for information they need. When you conduct a Google search, you aren’t actually searching the web; you’re really searching Google’s index. The Google spiders start with a few pages and then follow links

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through to more and more pages. As the Internet has evolved, so has how search engines sort and rank information. Of all search engines – Yahoo, Bing, Ask and hundreds of others – the most powerful and popular is Google. Google realized that some developers were trying to trick it into ranking their websites higher in terms of relevance by doing things like word stuffing, which involves using keywords and phrases so frequently on a website that it starts to sound unnatural. The folks at Google know that the best way they have to stay ahead of the competition is to return the most relevant search results. They realized most people aren’t searching the web with keywords in mind but are looking for the answer to questions. Now that people searching the web are typically asking fully fleshed out questions – for example, “What is the best restaurant in Calgary?” – Google wants to understand the true motivation behind the question in order to deliver the most accurate sites. Did you mean the best restaurant in terms of price point or reviewer ratings? Do you want to find the best restaurant in terms of atmosphere? Hummingbird (Google’s new search algorithm) attempts to determine the context for your question, which is a much deeper search than responding to a key word. Hummingbird is believed to have affected nearly 90 per cent of all queries and dramatically changed the way the engine processes user requests. There are a few best practices that will ensure your site continues to rank well when search engines come to call. Don’t throw out existing content that’s working. Simply make sure that the copy on your website speaks to why your business is the best at whatever your business specializes in. Google now cares less about whether

you’ve optimized each individual page on your site to a particular keyword and more about whether your page’s content answers the question presented by the search user. For best results, focus on adding new content that directly answers user questions. Great ways to do this include posts bearing the words “how to,” FAQs (frequently asked questions), directions, and other tips and tricks. Make sure your website is updated frequently. Google will reward those sites that have a “pulse” and lots of activity. Content freshening is a signal to the search engine that your site is relevant and being used. Google is also incorporating activity on social media sites into its search parameters. The Googlebots love it when websites are mentioned frequently and linked to – this signals to the Google spiders that your site has relevant content and is worthy of being more popular than other sites with similar themes. Some people may argue that SEO is dead. Far from it. In fact, it’s alive and well but no longer a puppet for the tricks that some developers have used to drive web traffic to a site in the past. As Google says in its guidelines to webmasters, “Relevancy and authority are the key factors that determine a website’s rank in search results.” Is your website filled with interesting content and is it mentioned frequently by other reputable sites and social media mentions? The new frontier of Internet search rewards the good guys and punishes the naughty, so make sure you hire digital partners who believe in doing it right.• Michelle Brisebois is a marketing professional with experience in the food, pharmaceutical and financial services industries. She specializes in brand strategies.

making dough

Five steps to direct marketing Diane Chiasson

n terms of advertising, direct marketing has been proven to be one of the most effective and inexpensive methods. It allows you to target a specific group of people to generate a specific response. Your pizza operation should already have a database with the names, phone numbers, addresses and email addresses of your customers, so you know that you are targeting a group that has already visited your store. Different forms of direct marketing include direct mail, email marketing, telemarketing or even text-message marketing. The idea is that you contact your potential customers directly. Direct marketing is also beneficial because it can help you build brand awareness, increase the credibility of your bakery, and help you build customer trust, loyalty and repeat business. Another major benefit of direct marketing is that it lets you track your campaign and see the results firsthand. Unlike a TV, radio or newspaper ad, direct marketing allows you to count how many customers came into your pizza operation because of your direct marketing. Here are five steps to starting your own successful direct marketing campaign.

1.CHOOSE A PROMOTION FOR YOUR CAMPAIGN Decide what event or promotion you want to run in your pizza operation, how long your promotion will last, and a sales goal you have in mind. Also, decide your budget for running the direct marketing campaign. Ideally, you want to begin sending your direct marketing at least four to six weeks ahead of the date of the start of your promotion.

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2.DON’T JUST SEND 4.PERSONALIZE YOUR MESSAGE ONE MAILING People receive piles of junk mail in their A major mistake that many people make mailbox and email inboxes every day. So with their direct marketing campaigns is you need to make sure that they open that they only send out one mailing. The your message. Always send direct mail to rule of thumb for direct mail is that you your customers by addressing them with need to send at least four to six mailings their names. If you are sending a postcard for the same promotion or a letter in an envelope, before you make a consider handwriting the memorable impression name and address. People Make sure on your customers. Be are more prone to open you make an sure to send something a handwritten envelope different every time, but than a printed envelope. offer that will reference the last mailing For email marketing, it’s force your so your customers a good idea to put the remember you. You customer’s name right in customers to act the subject line. can also switch up the way you contact your immediately. customers. For example, 5.EVALUATE THE Don’t just send send a postcard on the RESPONSE YOU GET first mailing, an email them a brochure One of the biggest benefits on the second mailing, a of running a direct of your menu or marketing campaign is that letter on the third mailing and a text message on the you are able to track your your specials. fourth mailing. results. So make sure you do. This way, you can see 3.MAKE SURE YOU which of your customers HAVE A CALL responded to your messages TO ACTION and how many did not. You can see which When you are creating your campaign method worked the best and which worked for your promotion, make sure you the least. The more data you collect and make an offer that will force your analyze, the more you will learn about your customers to act immediately. Don’t just own pizza operation and about the habits send them a brochure of your menu or of your customers. The more you know, the your specials. Offer a discount or an more successful you will be for your next incentive with a short deadline that will direct marketing campaign. • get those customers in your door within a few weeks of receiving your message. Diane Chiasson, FCSI, president of Chiasson Consultants Inc., has been helping foodservice, hospitality and retail If catchy writing is not in your skill set, operators increase sales for over 25 years. She provides inhire a marketing expert to write your novative food and retail merchandising programs, interior campaigns. The expense is justified, as design, marketing and promotional campaigns, and much more. Contact her at 416-926-1338, toll-free at1-888-926it will be a waste of money if you send 6655, atchiasson@chiassonconsultants.com or visit out an ineffective campaign. www.chiassonconsultants.com.

Contact your local repesentative to arrange a demonstration British Columbia Castle Agencies North Vancouver, BC, Canada Tel/Cell: (604) 904-7681 Contact: David Terretta Email: king@castleagencies.ca

Alberta MAC Sales & Marketing Calgary, AB, Canada Phone: 403-281-8540 Contact: Steve MacKell Email: mackell@telusplanet.net

Manitoba/Saskatchewan Dennis Braun Agencies Winnipeg, MB Canada Tel: 204-663-8077 Cell: 204-229-4613 Email: denbraun@mts.net

Ontario Distex M.&M. Inc. Mississauga, Ont Tel: 905 565-5990 Toll Free: 1 888 645-7324 Email:info@distex.ca

www.wowoven.com

Quebec Distex M.&M. Inc. St-Laurent (Quebec) Tel.: (514) 382-3620 Toll free : 1-800-567-3620 Web: www.distex.ca

Atlantic Provinces/Maritimes Flanagan Agencies Inc Moncton, New Brunswick Tel: (506) 387-8757 Contact Mike Flanagan Email: mike@fai.ca

feature

Simplicity rules Inside a new concept with a corporate chef BY NISEAN LORDE

or Steve Silvestro, food is all about simplicity. Over the years, he’s sampled some of the world’s most deliciously expensive cuisines and treated his palate to world-class exotic dishes, but if he had to choose one final meal (or two) to savour – the choice would be a no-brainer. “A simple pizza,” says Silvestro, who was runner-up in Canadian Pizza magazine’s most recent Chef of the Year contest. He smiles warmly as he tells me about his culinary favourites. “A very simple pasta is what would be my last meal, if I had to choose.” On a warm afternoon in May, Steve and I sit in front of an ice-cold pitcher of water at the recently opened Scaddabush Italian Kitchen – a 6,500-square-foot restaurant situated in the Aura condos at Yonge and Gerrard streets in Toronto. This is the second Scaddabush location – the first being launched July of last year at Square One mall in nearby Mississauga – and just one of two popular restaurants where the 40-year-old is corporate executive chef, the other being Alice Fazooli’s. The décor is open, inviting. Large, gilded mirrors, antique lighting fixtures and candelabras are strategically sprinkled throughout the restaurant. The second floor spotlights a huge kitchen table, making it the perfect spot for a large group of friends, family – or even strangers, Silvestro adds – to sit together and share a meal. The food portions are big, “social sizes” in Silvestro’s words, to encourage “family-style” sharing. Just like at nonna’s house, so the restaurant’s motto goes. Silvestro’s own nonna had a huge influence on his cooking. Born in Guelph, Ont., to parents of Italian descent, Silvestro started cooking as a young boy. In his household, if you helped prepare dinner, you didn’t have to do the dishes, though naturally, he, his brother and sister were always around with helping hands. His grandmother, his nonna, lived with the family, and he had a “very typical Italian family-style upbringing.” “There was always something cooking on the stove. Life revolved around the kitchen, the food, the grandmothers,” he reminisces. “It just ended up that, for me, it was a really important part of our life every day. I think at an early age before I started doing it professionally, I knew I enjoyed cooking. Once I got out of the house, 19, 20 years old, I had to pay the rent. I gravitated

20 pizza JULY/AUGUST 2014

towards kitchens – at that point I really enjoyed it.” In the late 1990s, Silvestro enrolled in George Brown’s Italian Culinary Arts program. The program specializes in modern Italian cuisine and provides students with the opportunity to participate in an externship in Italy for a few months. Silvestro qualified for his Italian passport and jumped on the first plane to Italy. He fell in love with the country, its food and its culture. His first contract job was a seasonal position that ended after only a few months. Silvestro felt he still had a lot to learn, and he begged the chef to find him another job. He was sent to Milan and ended up at a great restaurant where he began to perfect his cooking skills. He returned to the seasonal job after that placement and continued to hone his craft. “That’s where I really learned the real true Italian cooking, the ‘simple-is-best,’ the ‘rely-on-the-ingredients’ kind of Italian style of cooking,” says Silvestro. “That’s how we cooked at home, but when you are in Italy and you are going outside of the hotel to clip the rosemary from the bush that’s out there, there’s nothing more fresh than that, right?” He learned from the best chefs – “great chefs at the peak of their careers,” as Silvestro describes them. Chefs who were very cool, very open to work with and open to sharing their culinary skills with him. Men like Alberto Vezzoli, who was awarded the title of Italy’s Chef of the Year while Silvestro was visiting. He worked with Carlo Bresciani, who was instrumental in going to Asia and Japan and mentoring students over there. Silvestro’s planned stay in Italy extended from a few months to two years. “I always remember, one day in Italy, it was my day off. I was working at a lake resort, I came back from a great day in the sun and it was hot, and I was tired, and I came in and one of the chefs made me spaghetti with tomato basil. One of the simplest dishes in the world. A little bit of hot peppers – and it was probably the best thing I’ve ever eaten up until that point. Every time I have spaghetti I think about that and I always try to replicate that. I don’t want to overstate it and say life-changing, but it’s that moment where … the tomatoes were so fresh and I tasted the basil, and the spaghetti was cooked perfectly. It was just the perfect meal at that time. It’s as simple as that.” After learning as much as he could about classic Italian cooking, Silvestro felt it was time to take his skills back to Canada. He accepted a job at a French bistro on Yonge Street called Pastis, where he went from helping out on weekends to serving as sous chef to eventually becoming the executive chef. “I was there for eight years, doing French food. French bistro food is very similar to Italian food: simple ingredientsdriven recipes, hands-on, fresh ingredients. So that was my first position as head chef, calling the shots, designing menus and really being in control,” he says. “My career kind of just started falling into place.” After Pastis there were a few transitional jobs, everything from plugging away at a butcher shop to working as corporate chef at the Italian-concept restaurant Il Fornello. In 2011, he met the concept leader for Alice Fazooli’s. The restaurant was looking for a chef who could authentically translate traditional Italian cooking to a larger concept.

“Alice Fazooli’s is part of a corporation where, when I walked in, we had five locations. So I’m coming from a little bistro on Yonge Street. I needed to then translate my skills . . . at five different locations at the same time. It was cool, it was great.” Silvestro adds that it was a “natural progression” of his skills and a great opportunity to continue learning his craft in a different situation. “I came from all these beautiful little restaurants and these nice little restaurants in Italy to this corporate situation and [dealing with] beverage departments and purchasing departments and all these things that were new to me,” says Silvestro. “It was a great learning opportunity and I think it was a good match for Alice Fazooli’s as well because then they get to work with a chef who has that hands-on experience on how Italian food is cooked.” But with great pizza comes great responsibility. Silvestro works on average 10 to 12 hours a day, sometimes weekends and nights. (“The time when other people play,” he adds.) Over the years he’s found ways to adapt his schedule to his family’s needs. Silvestro breaks into a huge grin as he talks about his wife, six-year-old son and seven-month-old daughter. “When I was coming up and being that chef on the line, cooking every day, my obligations were different. But my wife, my partner, she really understood that. She embraced the lifestyle and working in small little restaurants in Toronto, she can become a part of that restaurant family. When we had our first baby, they came together a lot and ate with us, and so, you’ve got to sort of, if you’re able to, bring your family into your restaurant world because it becomes a lot easier that way.” Silvestro gives me the grand tour of Scaddabush. We walk to the

he taste of

Tradition

Manufacturers and Distributors of Italian Specialty Cheeses and Food Products

T. 905.544.6281 F. 905.549.1196 20 Morley Street, Hamilton, Ontario, L8H 3R7

22 pizza JULY/AUGUST 2014

back of the restaurant and face a large see-through window into the kitchen area. The staff makes fresh pasta, as well as prepare fresh mozzarella daily from 11 a.m. Silvestro first got the idea to prepare fresh mozzarella about two years ago. He tells me what he dubs his “mozzarella” story. “I was on a trip to Napa Valley with some of my colleauges and we spent some days at the Culinary Institute of America doing some workshops. We also had tours and we went to this one winery. They brought us downstairs, and as soon as we got downstairs, there was this chef, with this beautiful setup stretching fresh mozzarella. And none of us had ever had it fresh and warm like that. So he was stretching it, showing us how and right from his hands, giving it to us. And we’d be eating it – it was that hot. And then we all got to cook it as well...We were talking about it when we got back here; it was just natural for us to try to find a fit in this concept to do fresh mozzarella. It seemed intimidating. Fresh mozzarella to order? Is that crazy to do for a 300-seat restaurant? But we tried and we learned how to do it. I taught the team and it’s not as intimidating as we thought.” “What does the future hold for you?” I ask, as he shows me around the kitchen area, where the staff is busily making preparations for a special Mother’s Day meal. Silvestro pauses, as if in deep thought. “I hope to always be able to be this engaged in what I’m passionate about. I love cooking Italian food, I love cooking food, I love working in restaurants. At this point in my career nothing could be better. I’m in a great restaurant, I’m in a great company, I’m doing what I love to do.” •

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2014

BUYERS GUIDE

& MANUFACTURERS DIRECTORY Alphabetical listings of manufacturers, suppliers and distributors of equipment, ingredients and supplies to the Canadian pizza industry

ADM MILLING COMPANY 7585 Danbro Crescent Mississauga, ON L5N 6P9 Tel: 905-819-7000 Toll Free: 1-800-267-8492 Fax: 905-819-9768 Email: Debbie.Bell@adm.com Website: www.adm.com Industry leader for your flour supply and pizza mix. Custom blends and a wide variety of bakery mixes. Give your customers your best. Call ADM for the industry best.

AGROPUR, CHEESE AND INGREDIENTS DIVISION 101 Boulevard Roland-Therrien, Longueuil, QC, Canada J4H 4B9 Tel: 514-856-2113 Fax: 450-646-5046 Email: bernard.gagnon@agropur.com Website: agropur.com Agropur serves consumers with outstanding reliability, providing them with a complete line of dairy products. We offer a wide variety of cheese products offered as blocks, shreds and slices.

ALFA CAPPUCCINO IMPORTS INC. 231 Millway Avenue, Unit 7 Concord, ON L4K 3W7 Tel: 905-660-2750 Fax: 905-660-2755 Website: www.espresso.com

AM MANUFACTURING 14151 Irving Avenue Dolton, IL 60419 Tel: 708-841-0959 Toll Free: 1-800-342-6744 Fax: 708-841-0975 Email: lserafin@ammfg.com Website: www.ammfg.com Dough dividers, rounders, pizza presses, proofers, dockers, and complete bakery engineering services. AM is the world leader in dough handling equipment for the pizza industry since 1961.

ARDENT MILLS ULC 235 Nugget Court Brampton, ON L6T 5H4 Tel: 905-494-2600 Fax: 905-494-2607 Email: elaine_odoherty@ardentmills.com Website: www.Ardentmills.ca Welcome to Ardent Mills, a company dedicated to helping you grow in a challenging marketplace. A company that offers the industry’s broadest range of flours, mixes, blends and specialty products.

ARLA FOODS CANADA INC. 122 Rayette Road Concord, ON L4K 2G9 Tel: 905-669-9676 ext. 412 Fax: 905-669-4110 Email: john.lillicrap@arlafoods.com Website: www.arlafoods.com One of Canada’s largest manufacturers and importers of specialty cheese under the Castello, TreStelle, Apetina and Dofino Brands.

24 pizza JULY/AUGUST 2014

AWMCO, INC. 11560 W. 184th Place Orland Park, IL 60467-4904 Tel: 708-478-6032 Fax: 708-478-6041 Email: awmco@aol.com Website: www.bakingstone.com Fibrament baking stone for commercial deck, convection, revolving and countertop ovens. Standard and custom sizes available.

BURKE CORPORATION 1516 South D Avenue, PO Box 209 Nevada, IA 50201 Tel: 515-382-3575 Toll Free: 1-800-654-1152 Email: sales_info@burkecorp.com Website: www.BurkeCorp.com Fully cooked meat toppings & fillings – Hand-Pinched Style® toppings, Italian sausage, beef & pork toppings, meatballs, bacon pieces, Mexicanstyle crumbles, chorizo-style toppings, andouille sausage, sausage links. CHECK CORPORATION 1800 Stephenson Hwy. Troy, MI 48083 Tel: 248-680-2323 Fax: 248-680-2326 Email: rlarpenteur@checkcorp.com Website: www.hotbag.com Electric HOTBAGS keep the contents oven-hot from the store, right to the customer’s door. CLASSIC POS INC. Suite 90056 - 1488 Queen St. West Toronto, ON M6K 1M4 Toll Free: 1-800-200-5379 Email: sales@classicpos.com Website: www.classicpos.com

CONTINENTAL FOOD PROD. INC. 112 Ferrier Street Markham, ON L3R 2Z5 Tel: 905-513-9690 Fax: 905-513-9174 Email: anthony@continentalfoods.ca Website: www.continentalfoods.ca

COVERTEX CORP. 2021 Williams Parkway, Unit 10 Brampton, ON L6S 5P4 Tel: 905-799-1016 Toll Free: 1-800-968-2310 Fax: 905-799-0953 Email: info@covertexcorp.com Website: www.covertexcorp.com Pizza bags, food containers, magnets DUTCHESS BAKERS’ MACHINERY CO. 302 Grand Ave. P.O. Box 39 Superior, WI 54880 Tel: 715-394-4444 Toll Free: 1-800-777-4498 Fax: 715-394-2406 Email: sales@dutchessbakers.com Website: www.dutchessbakers.com Manufacturer of Dough Dividers & Dough Divider/Rounders for the Pizza and Baking industries. Made in the USA. EARTHSTONE OVENS 6717 San Fernando Road Glendale, CA 91201 Tel: 818-553-1134 Toll Free: 1-800-840-4915 Fax: 818-553-1133 Email: info@earthstoneovens.com Website: www.earthstoneovens.com Wood and gas fire stone ovens

buyers guide

EDGE OVENS 133 Icmi Rd Dunbar, PA 15431 Tel: 888-480-3343 Fax: 724-626-0247 Email: sales@ovenguys.com Website: edgeovens.com At Edge Ovens, our goal is to build the best conveyor pizza oven for you, at a low cost, with low energy use, and most importantly, with the best bakes.

FINICA FOOD SPECIALTIES LIMITED“IMPORTED CHEESE & GROCERY SPECIALISTS’’ 65 Superior Blvd Mississauga, ON L5T2X9 Tel: 905-696=2770 Fax: 905-6967240 Email: ctos@finica.on,ca Website: www.finica.com Specializing in all of your pizza needs - MENU products from Italy, Celebrity Goat cheese, Zerto fresh mozzarella & Brie and many more fine specialty cheeses and grocery items. FOODTOOLS INC. 190 Veterans Boulevard South Haven, MI 49090 Tel: 269-637-9969 Fax: 269-637-1619 Email: dougp@foodtools.com Website: www.foodtools.com Portioning equipment, pizza cutters, cheese cutters.

G. CINELLI-ESPERIA CORP. 380 Chrislea Road Woodbridge, ON L4L 8A8 Tel: 905-856-1820 Fax: 905-850-2989 Email: albertg@cinelli.com Website: www.cinelli.com GRAIN PROCESS ENTERPRISES LTD 105 Commander Blvd Toronto, ON M1S 3M7 Tel: (416) 291-3226 Fax: 4165-291-2159 Email: carl@grainprocess.com

GUELPH FOOD TECHNOLOGY CENTRE 88 McGilvray Street Guelph, ON N1G 2W1 Tel: 519-821-1246 Fax: 519-836-1281 Email: gftc@gftc.ca Website: www.gftc.ca Food safety & quality consulting, training programs (public courses & customized programs), product development, process development, nutrition labelling, shelf-life extension, packaging evaluation, small-scale co-packing.

HARVEST-PAC PRODUCTS INC. RR 6, 22131 Bloomfield Road Chatham, ON N7M 5J3 Tel: 519-436-0446 Fax: 519-436-0319 Email: sales@harvestpac.com Website: www.harvestpac.com Tomato processing. 100 oz. Crushed Tomatoes, Pizza Sauce made from fresh field grown tomatoes. Located in southwestern Ontario, producing safe, quality food products. Excellent service.

JADEE MEAT PRODUCTS LTD. 4710 Bartlett Road Beamsville, ON L0R 1B0 Tel: 905-563-5381 Toll Free: 1-800-263-5486 Fax: 905-563-8711 Email: hsnajdman@jadeemeats.com Website: www.jadeemeats.ca Dry Cure & Cooked Pepperoni, Pizza Toppings, Cooked & Smoked Meats. JOHNSON-ROSE INC. 7300 East Danbro Cr. Mississauga, ON L5N 6C2 Tel: 905-817-1470 Fax: 905-817-1090 Email: jpedro@johnsonrose.ca Website: www.johnsonrose.ca

LESAFFRE YEAST CORPORATION 3901 F.X. Tessier Vaudreuil-Dorion, QC J7V 5V5 Tel: 450-510-5764 Toll Free: 1-866-621-1514 Fax: 450-424-9458 Email: peter.jacobs@lesaffreyeastcorp.com Website: www.lesaffreyeastcorp.com Lesaffre Yeast Corporation is a manufacturer of high quality Yeast and Dough Conditioners, which will provide: flavour, strength and the security to support your quality products.

LLOYD INDUSTRIES, INC. 3808 N. Sullivan Rd., Bldg 25E Spokane Valley, WA 99216 Tel: 509-468-8691 Toll Free: 1-800-748-6251 Fax: 509-467-1381 Email: sales@lloydpans.com Website: www.lloydpans.com A leader in the pizzaware industry. Made in the USA. Pre-seasoned, commercial pizza pans, pizza disks, cutters, “The Equalizer”, rivetless peels, dough handling tools and accessories. Custom solutions. Green manufacturer.

& sons, inc.

MARSAL & SONS 181 E Hoffman Avenue Lindenhurst, NY 11757 Tel: 631-226-6688 Fax: 631-226-6890 Email: rich@marsalsons.com Website: www.marsalsons.com Pizza ovens and related products. Manufacturer of brick-lined gas fired pizza ovens, electric ovens and related pizza equipment.

MIDDLEBY MARSHALL c/o Escan Supply Co., 15-6400 Millcreek Dr. Suite 617 Grimsby, ON L3M 1P2 Tel: 416-674-9732 Fax: 866-797-9125 Email: sales@escansc.com Website: www.middleby-marshall.com Middleby Marshall is a recognized global leader with conveyor ovens approved and used by the top 5 pizza chains in the world.

MIMI FOOD PRODUCTS INC. 1260 Creditstone Rd., Units 2-3 Vaughan, ON L4K 5T7 Tel: 905-660-0010 Fax: 905-660-3342 Email: mike@mimifoods.ca Website: www.mimifoods.ca Dough products ranging from pizza balls, crusts, raw frozen sheeted, focaccia, flatbreads and mini pizzas.

Canada distributed by

Canada

MORETTI FORNI (EURO MILAN DISTRIBUTING) 115 Matheson Blvd. East Mississauga, ON L4Z 2Y5 Tel: 905-501-8600 Toll Free: 1-855-544-8600 Fax: 905-501-9737 Email: info@morettiforni.ca Website: www.morettiforni.ca Italian manufacturer of electric and gas pizza and bakery ovens. Various sizes and models available in stock for immediate delivery. MR. PEEL, INC. 33975 Autry St Livonia, MI 48150 Tel: 734-266-2022 Fax: 734-266-2121 Email: peels@mrpeel.com Website: www.mrpeel.com NATIONAL MARKETING, INC. 33975 Autry St. Livonia, MI 48150-1323 Tel: 734-266-2222 Fax: 734-266-2121 Email: nmisales@nminc.com Website: www.nminc.com Smallwares, delivery products, shelving, cooking equipment, pizza tools, thermal bags, heated delivery, ovens, and bakery supplies.

JULY/AUGUST 2014 pizza 25

buyers guide

P & H MILLING GROUP - ACTON 45 Church St. West Acton,, ON L7J 1K1 Tel: 800-621-0588 Email: rfursman@phmilling.com Products offered:Pizza Flours, Special Blended Flour, Whole Wheat Flour, Organic Wheat FlourAvailable in bulk, paper bags or totes.Available as private label or branded. Other products include wheat bran, white whole wheat flour, rye flour, durum semolina, oat products, corn products, pea fibre and starch.

P & H MILLING GROUP - HALIFAX PO Box 2185, 730 Marginal Road Halifax, NS B3J 3C4 Tel: 902-429-0622 Fax: 902-423-9075 Email: dbryson@phmilling.com Website: www.phmilling.com Products Offered- Pizza flours, organic flour, enriched flours, no-time flours, natural flours, whole wheat flour, cracked wheat, wheat bran, whole grain; Pizza mixes and custom-blended Pizza mixes. P & H Milling -Halifax also produces private label flour, mixes and bases.

P & H MILLING GROUP - HANOVER 252-14th Street, P.O Box 219 Hanover, ON N4N 3C5 Tel: 800-621-0588 Email: rfursman@phmilling.ca Products offered:Pizza Flours, Special Blended Flour, Whole Wheat Flour, Organic Wheat FlourAvailable in bulk, paper bags or totes.Available as private label or brandedOther products include wheat bran, white whole wheat flour, rye flour, durum semolina, oat products, corn products, pea fibre and starch.

P & H MILLING GROUP LETHBRIDGE PO Box 400, 1301 2nd Avenue South Lethbridge, AB T1J 3Z1 Tel: 403-328-6622 Email: bgrebinsky@phmilling.com Website: www.phmilling.com Products Offered: Pizza flours, enriched flours, no-time flours, bread flours, whole wheat flours, organic flours,cracked wheat bran, Barley flour and pot and pearl barley. P&H Milling also produces private label flour for the retail and wholesale markets.

P & H MILLING GROUP SASKATOON 75 - 33rd Street East, PO Box 160 Saskatoon,, SK S7K 3K4 Tel: 306-667-8016 Toll Free: 1-888-313-6837 Email: jdmytryshyn@phmilling.com Website: www.phmilling.com Products Offered: Pizza flours, enriched flours, no-time flours, bread flours, whole wheat flours, organic flours, cracked wheat bran, Barley flour and pot and pearl barley. P&H Milling also produces private label flour for the retail and wholesale markets.

P & H MILLING GROUP- MONTREAL 380 Oak Street Montreal, QC H3K 2G2 Tel: 514-934-3234 Toll Free: 1-866-934-3234 Fax: 514-934-5069 Email: rblais@phmilling.com Products Offered: Pizza flours, organic flour, enriched flours, no-time flours, natural flours, whole wheat flour, cracked wheat, farina, wheat bran, whole grain; Pizza mixes and customblended Pizza mixes. P & H Milling Halifax also produces private label flour, mixes and bases.

26 pizza JULY/AUGUST 2014

PARMALAT CANADA 405 The West Mall, 10th Floor Etobicoke, ON M9C 5J1 Tel: 416-626-1973 Website: www.parmalat-foodservice.ca Parmalat Foodservice offers leading brands and products in Cheese, Shredded Cheese, Pizza Mozzarella, Process Cheese Slices, Yogourt, Sour Cream, Butter, Milk, Creamers, Whipping Cream, Garlic Margarine, Juices and Ice Cream Mixes.

REDIHEAT, INC. 2727 Cranlyn Road Cleveland, OH 44122 Tel: 1-888-556-2024 Email: dave@rediheat.com Website: www.rediheat.com RediHEAT manufactures quality heated food & pizza delivery bags. Each bag includes our patented electric heater which ensures your food is delivered hot. All heaters come with a two year warranty.

PARRHEIM FOODS (P&H MILLING GROUP) 817 48th St. East Saskatoon, SK S7K 0X5 Tel: 306-931-9911 Fax: 306-931-1655 Email: gohara@phmilling.com Website: www.phmilling.com Products: Specialty products for the Pizza industry such as Pea flour concentrates (starch, protein, flour and fibre) - both conventional and organic. Barley flour and betaglucan concentrated flour as well.

REUVEN INTERNATIONAL LTD 1881 Yonge St, Suite 201 Toronto, ON M4S 3C4 Tel: 416.929.1496 Fax: 416.929.1499 Website: www.reuven.com Reuven International is Canada’s leading provider of globally sourced, innovative poultry solutions. Our products included fully cooked chicken breast strips, fully cooked broiler and roaster wings, and customer pleasing appetizers.

PIZZAOVENS.COM 121 Dewey Dr., Unit E Nicholasville, KY 40356 Tel: 859-885-1988 Fax: 859-885-1938 Email: support@pizzaovens.com Website: www.pizzaovens.com Pizzaovens.com is your complete online resource for all of your pizza and restaurant equipment needs. Specializing in new and used pizza ovens and pizza equipment, we can furnish your entire restaurant!

PROCTER & GAMBLE PROFESSIONAL 4711 Yonge St. Toronto, ON M2N 6K8 Tel: 1-800-332-7787 Fax: 416-730-4675 Website: www.pgpro.ca Get the job done right the first time with an effective and efficient cleaning program from P&G Professional, designed especially for your foodservice needs. Our multipurpose products give you superior cleaning at equal or lower cost by reducing the total number of products you need to stay compliant.

RICCO FOOD DISTRIBUTOR One Ricco Place Strathroy, ON N7G 3H8 Tel: 519-245-7081 Toll Free: 1-800-247-4226 Fax: 519-245-7126 Email: donjr@riccofoods.com Pizza & restaurant food needs.

RICH PRODUCTS OF CANADA 149 Rowntree Dairy Rd Vaughan, ON L4L 6E1 Tel: 905-265-4306 Fax: 905-850-3276 Email: kspratt@rich.com Website: www.richscanada.ca

buyers guide

RUSSELL FOOD EQUIPMENT LTD. 1255 Venables St. Vancouver, BC V6A 3X6 Tel: 604-253-6611 Fax: 604-253-0807 Email: rspeck@russellfood.ca Website: www.russellfood.ca Canada wide 14 branch showroom and warehouse distribution. Parts and service network, national buying power, Russell trained sales professionals, innovative food service planning.

SALERNO DAIRY PRODUCTS 20 Morley Street Hamilton, ON L8H 3R7 Tel: 905-544-6281 Toll Free: 1-800-263-6536 Fax: 905-549-1196 Email: hamoffice@salernodairy.com Website: salernodairy.com

SELECT FOOD PRODUCTS LIMITED 120 Sunrise Avenue Toronto, ON M4A 1B4 Tel: 416-759-9316 Fax: 416-759-9310 Email: lwarner@selectfoodproducts.com Website: www.selectfoodproducts.com Wing sauces, BBQ sauces, salad dressings or dipping cups, Select can find a product to suit your business requirements. Under the Select brand or as a private label product under your brand, call us to see how we can assist. 100% Canadian owned and operated for more than 70 years. SQF Level 2 certified. SHAFER-HAGGART LTD. 1038-1055 W. Hastings Street Vancouver, BC V6E 4E2 Tel: 604-669-5512 Fax: 604-669-9554 Email: info@shafer-haggart.com Website: www.shafer-haggart.com Shafer-Haggart, established in 1934, is a privately owned Canadian corporation, offering a wide selection of “Success” canned fruits and vegetables. Tomatoes, pineapple, olives, artichokes, peppers, mushrooms and more. Private label inquires welcomed. SPRINGER’S MEATS INC. 544 Parkdale Ave. N. Hamilton, ON L8H 5Y7 Tel: 905-547-1321 Toll Free: 1-888-824-3012 Fax: 905-547-3107 Email: smi@on.aibn.com

STANISLAUS FOOD PRODUCTS 1202 D Street Modesto, CA 95354 Tel: 800-327-7201 Fax: 209-522-7519 Website: www.stanislaus.com Stanislaus “Real Italian” tomato products are 100% Packed from Fresh Tomatoes, Not From Concentrate. More Independent Pizzerias and Italian Restaurants choose Stanislaus than any other tomato company in the US/CA.

TETI BAKERY INC. 27 Signal Hill Avenue Toronto, ON M9W 6V8 Tel: 416-798-8777 Toll Free: 1-800-465-0123 Fax: 416-798-8749 Email: tetibakery@tetibakery.com Website: www.tetibakery.com Makers of pizza crust, flatbread curst, Ciabatta Wraps, Eurowraps, foccacias, Piadinas and pizza dough. Custom orders and formulations. Canadian, USA and International orders. BRC certified. TFI FOOD EQUIPMENT SOLUTIONS 52 Armthorpe Road Brampton, ON L6T 5M4 Tel: 905-790-5570 Toll Free: 1-800-387-2529 Fax: 905-790-2217 Email: info@tficanada.com Website: www.tficanada.com An exclusive distributor for the Henny Penny Corporation, Taylor Company and Powersoak. TFI offers a complete line of foodservice equipment and merchandising programs that include concept development and training. THUNDERBIRD FOOD MACHINERY INC. 4602 Brass Way, Dallas, TX 7505240117665-66A Ave. Surrey, BC V3S 2A7 Tel: 214-331-3000 Toll Free: 1-866-764-9377 Fax: 214-331-3581 Email: tbfm@tbfm.com Website: www.thunderbirdfm.com Main Products/Services: Thunderbird mixers, dough sheeters, meat grinders, bread slicers

VALLEY METAL PRODUCTS 2912 - 11th Avenue SW Calgary, AB T2G 3G9 Tel: 403-243-7778 Fax: 403-243-1476 Email: sales@valleymetal.com Website: www.valleymetal.com Valley Metal is located in Calgary and serves local, national and international restaurant clients. We supply pizza pans, proofing lids, table pedistals and custom interior metal fixtures.

VIAU FOODS INC. 6625 Ernest Cormier Laval, QC H7C 2V2 Website: www.viausila.com Established in 1977, Viau offers a vast array of first choice products, featuring cooked or dry cured pepperoni, Italian cooked meats, sausages, pizza toppings and meatballs. WELLBAKE EQUIPMENT INC. 30 Mills Rd Barrie, ON L4N 6H4 Tel: 705-722-4100 Fax: 705-722-4102 Email: info@wellbake.com Website: www.wellbake.com Our Hydrovoima and Canol pizza crust lines are used by major pizza producers world wide. In France alone, 15 Lines! WESTERN REFRIGERATION 1232 36th Avenue NE Calgary, AB T2E 6M8 Tel: 403-250-9656 Toll Free: 1-888-443-1946 Fax: 403-291-9213 Email: info@westernrefrigeration.com Website: www.westernrefrigeration.com Distributors for Cornelius: Beverage dispensers, ice machines, coolers & freezers, frozen beverage dispensers.

XLT OVENS 6750 Cariboo Rd. Burnaby, BC V3N 4A4 Tel: 604-415-6400 Fax: 604-415-6440 Email: info@dennettenterprises.com Website: www.dennettenterprises.com/ contact.html XLT ovens offer the lowest total life cycle cost in the industry. Made from highgrade, easy to clean 100% stainless steel, parts are nonproprietary and readily available.

JULY/AUGUST 2014 pizza 27

2014

PIZZA EQUIPMENT

AUTOMATED PIZZA EQPT. Foodtools Inc. Moretti Forni Russell Food Eqpt. Ltd. Wellbake Eqpt. AUTOMATION CONTROLS Wellbake Eqpt. BAKE SHEETS Dutchess Bakers’ Mach. Co. G. Cinelli-Esperia Corp. Johnson-Rose Inc. Lloyd Industries Inc. Moretti Forni Mr. Peel, Inc. Ricco Food Distributor Russell Food Eqpt. Ltd. Thunderbird Food Mach. Inc. Valley Metal Products BAKERS BOARDS G. Cinelli-Esperia Corp. Mr. Peel, Inc. Russell Food Eqpt. Ltd. BAKING STONES AWMCO, Inc. Earthstone Ovens G. Cinelli-Esperia Corp. National Marketing Inc. Pizzaovens.com Russell Food Eqpt. Ltd.

BUCKET OPENERS Johnson-Rose Inc. Russell Food Eqpt. Ltd.

DISPENSERS Russell Food Eqpt. Ltd. Western Refrigeration

CALZONE EQPT. Pizzaovens.com Wellbake Eqpt.

DISPLAY CASES Alfa Cappuccino Imports Inc. Covertex Corp. Pizzaovens.com Russell Food Eqpt. Ltd. TFI Food Equipment Western Refrigeration

CAN OPENERS Pizzaovens.com Ricco Food Distributor Russell Food Eqpt. Ltd. CAPPUCCINO EQPT. Alfa Cappuccino Imports Inc. Russell Food Eqpt. Ltd. Western Refrigeration CARTS Johnson-Rose Inc. Mr. Peel, Inc. National Marketing Inc. Pizzaovens.com Russell Food Eqpt. Ltd. CATERING EQPT. Covertex Corp. Pizzaovens.com Russell Food Eqpt. Ltd. COFFEE EQPT. Alfa Cappuccino Imports Inc. Russell Food Eqpt. Ltd.

BARBECUE EQPT. Russell Food Eqpt. Ltd. TFI Food Equipment Western Refrigeration

CONVEYORS AM Manufacturing Pizzaovens.com Russell Food Eqpt. Ltd.

BEER EQPT. Russell Food Eqpt. Ltd. Western Refrigeration

COOKWARE Johnson-Rose Inc. Lloyd Industries Inc. National Marketing Inc. Pizzaovens.com Russell Food Eqpt. Ltd.

BEVERAGE DISPENSERS Alfa Cappuccino Imports Inc. Pizzaovens.com Russell Food Eqpt. Ltd. Western Refrigeration BINS Johnson-Rose Inc. Russell Food Eqpt. Ltd. BLENDERS Alfa Cappuccino Imports Inc. Pizzaovens.com Russell Food Eqpt. Ltd. BROILERS Alfa Cappuccino Imports Inc. Pizzaovens.com Russell Food Eqpt. Ltd.

CUTTING BOARDS Johnson-Rose Inc. Lloyd Industries Inc. Mr. Peel, Inc. National Marketing Inc. Pizzaovens.com Russell Food Eqpt. Ltd. Western Refrigeration DELIVERY VEHICLES Johnson-Rose Inc. DISHWASHING EQPT. Alfa Cappuccino Imports Inc. Pizzaovens.com Russell Food Eqpt. Ltd.

28 pizza JULY/AUGUST 2014

DOUGH EQPT. Alfa Cappuccino Imports Inc. AM Manufacturing Dutchess Bakers’ Mach. Co. G. Cinelli-Esperia Corp. Lloyd Industries Inc. Middleby-Marshall Moretti Forni National Marketing Inc. Pizzaovens.com Ricco Food Distributor Russell Food Eqpt. Ltd. Thunderbird Food Mach. Inc. Wellbake Eqpt. Western Refrigeration DOUGH MIXERS Alfa Cappuccino Imports Inc. G. Cinelli-Esperia Corp. Johnson-Rose Inc. Moretti Forni Pizzaovens.com Russell Food Eqpt. Ltd. Thunderbird Food Mach. Inc. Wellbake Eqpt. Western Refrigeration DRYERS Russell Food Eqpt. Ltd. ESPRESSO EQPT. Alfa Cappuccino Imports Inc. FILTER SYSTEMS G. Cinelli-Esperia Corp. Russell Food Eqpt. Ltd. FILTERS G. Cinelli-Esperia Corp. Ricco Food Distributor Russell Food Eqpt. Ltd. FIRE EXTINGUISHING Russell Food Eqpt. Ltd. FLOUR COOLING Wellbake Eqpt. FLOUR SILOS Wellbake Eqpt.

FOOD FINISHERS Russell Food Eqpt. Ltd. FOOD PROCESSORS Pizzaovens.com Russell Food Eqpt. Ltd. FREEZERS G. Cinelli-Esperia Corp. Pizzaovens.com Russell Food Eqpt. Ltd. Wellbake Eqpt. Western Refrigeration FREEZING SYSTEMS G. Cinelli-Esperia Corp. Russell Food Eqpt. Ltd. Wellbake Eqpt. Western Refrigeration FROZEN DESSERT EQPT. Pizzaovens.com Russell Food Eqpt. Ltd. TFI Food Equipment Western Refrigeration FRYERS Alfa Cappuccino Imports Inc. Pizzaovens.com Russell Food Eqpt. Ltd. TFI Food Equipment Wellbake Eqpt. Western Refrigeration GRIDDLES Russell Food Eqpt. Ltd. GRINDERS Alfa Cappuccino Imports Inc. Pizzaovens.com Russell Food Eqpt. Ltd. HEAT LAMPS Johnson-Rose Inc. MarSal & Sons Moretti Forni Russell Food Eqpt. Ltd. TFI Food Equipment HEATED DELIVERY SYSTEMS Check Corp. Covertex Corp. Mr. Peel, Inc. National Marketing Inc. Pizzaovens.com RediHeat, Inc. Russell Food Eqpt. Ltd. HOT BOXES RediHeat, Inc. Russell Food Eqpt. Ltd.

ICE EQPT. Pizzaovens.com Russell Food Eqpt. Ltd. TFI Food Equipment Thunderbird Food Mach. Inc. Western Refrigeration ICED BEVERAGE EQPT. Pizzaovens.com Russell Food Eqpt. Ltd. TFI Food Equipment Western Refrigeration INFRA-RED LAMPS Russell Food Eqpt. Ltd. JUICERS Russell Food Eqpt. Ltd. KNIFE SHARPENERS Johnson-Rose Inc. Pizzaovens.com Russell Food Eqpt. Ltd. MENU BOARDS Valley Metal Products MOBILE KITCHENS Alfa Cappuccino Imports Inc. Dutchess Bakers’ Mach. Co. Lloyd Industries Inc. Moretti Forni Pizzaovens.com Russell Food Eqpt. Ltd. TFI Food Equipment OVEN ACCESSORIES AWMCO, Inc. G. Cinelli-Esperia Corp. Lloyd Industries Inc. Moretti Forni Mr. Peel, Inc. National Marketing Inc. Pizzaovens.com Russell Food Eqpt. Ltd. OVENS Alfa Cappuccino Imports Inc. Earthstone Ovens Edge Ovens G. Cinelli-Esperia Corp. MarSal & Sons Middleby-Marshall Moretti Forni National Marketing Inc. Pizzaovens.com Ricco Food Distributor Russell Food Eqpt. Ltd. TFI Food Equipment Wellbake Eqpt. Western Refrigeration XLT Ovens

buyers guide PANZAROTTI EQPT. Moretti Forni PASTA EQPT. Pizzaovens.com Russell Food Eqpt. Ltd. PIZZA MAKING EQPT. AM Manufacturing AWMCO, Inc. Dutchess Bakers’ Mach. Co. Earthstone Ovens G. Cinelli-Esperia Corp. Lloyd Industries Inc. MarSal & Sons Middleby-Marshall Moretti Forni Mr. Peel, Inc. National Marketing Inc. Pizzaovens.com Ricco Food Distributor Russell Food Eqpt. Ltd. Thunderbird Food Mach. Inc. Valley Metal Products Wellbake Eqpt. XLT Ovens

PLASTIC BOXES Russell Food Eqpt. Ltd. RACKS G. Cinelli-Esperia Corp. Lloyd Industries Inc. Mr. Peel, Inc. National Marketing Inc. Russell Food Eqpt. Ltd. Wellbake Eqpt. RANGES Pizzaovens.com Russell Food Eqpt. Ltd. REFRIGERATION SYS. Pizzaovens.com Russell Food Eqpt. Ltd. Western Refrigeration REFURBISHED EQPT. Alfa Cappuccino Imports Inc. G. Cinelli-Esperia Corp. Pizzaovens.com Russell Food Eqpt. Ltd. Western Refrigeration

RESTAURANT EQPT. Alfa Cappuccino Imports Inc. Lloyd Industries Inc. Middleby-Marshall Moretti Forni Pizzaovens.com Russell Food Eqpt. Ltd. TFI Food Equipment Thunderbird Food Mach. Inc. Western Refrigeration ROASTING EQPT. Russell Food Eqpt. Ltd. SCALES Dutchess Bakers’ Mach. Co. G. Cinelli-Esperia Corp. Johnson-Rose Inc. Pizzaovens.com Russell Food Eqpt. Ltd.

STOVES Pizzaovens.com Russell Food Eqpt. Ltd. TABLES G. Cinelli-Esperia Corp. Johnson-Rose Inc. Pizzaovens.com Russell Food Eqpt. Ltd. Valley Metal Products TOASTERS Alfa Cappuccino Imports Inc. Pizzaovens.com Russell Food Eqpt. Ltd.

SHELVING G. Cinelli-Esperia Corp. Johnson-Rose Inc. Mr. Peel, Inc. National Marketing Inc. Pizzaovens.com Russell Food Eqpt. Ltd. Western Refrigeration

TORTILLA EQPT. AM Manufacturing Dutchess Bakers’ Mach. Co. Foodtools Inc. G. Cinelli-Esperia Corp. Pizzaovens.com Russell Food Eqpt. Ltd. Wellbake Eqpt.

SINKS G. Cinelli-Esperia Corp. Pizzaovens.com Russell Food Eqpt. Ltd.

TRAYS Johnson-Rose Inc. Lloyd Industries Inc. National Marketing Inc. Ricco Food Distributor Russell Food Eqpt. Ltd. Valley Metal Products

SLICERS/DICERS Alfa Cappuccino Imports Inc. Foodtools Inc.

pizzafiller.indd 1

G. Cinelli-Esperia Corp. Lloyd Industries Inc. Pizzaovens.com Russell Food Eqpt. Ltd.

TUNNELS Moretti Forni Russell Food Eqpt. Ltd. USED EQPT. G. Cinelli-Esperia Corp. Moretti Forni Pizzaovens.com Russell Food Eqpt. Ltd. Western Refrigeration UTENSILS Russell Food Eqpt. Ltd. VENDING MACHINES Russell Food Eqpt. Ltd. WASHERS Pizzaovens.com Ricco Food Distributor Russell Food Eqpt. Ltd. WASTE DISPOSERS Russell Food Eqpt. Ltd. WATER BLENDING UNITS G. Cinelli-Esperia Corp. Russell Food Eqpt. Ltd. WATER HEATERS Russell Food Eqpt. Ltd. WEIGH SCALES G. Cinelli-Esperia Corp. Johnson-Rose Inc. Russell Food Eqpt. Ltd.

JULY/AUGUST 2014 pizza 29 2014-07-02 1:20 PM

2014

PIZZA INGREDIENTS

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CRUSTS Ardent Mills Horizon Milling G.P. Mimi Food Products Inc. Ricco Food Distributor Rich Products Saputo Dairy Products Teti Bakery Inc.

to your Appetizer & Snack

Ph: 416.929.1496 • info@reuven.com • www.reuven.com APPETIZERS Finica Food Reuven International Ltd Ricco Food Distributor Saputo Dairy Products BAKING INGREDIENTS Finica Food Grain Process Enterprises Ltd P & H Milling Group - Halifax Parmalat Canada Parrheim Foods Ricco Food Distributor Saputo Dairy Products BAKING POWDER Grain Process Enterprises Ltd Ricco Food Distributor Saputo Dairy Products BEVERAGES (COLD) Alfa Cappuccino Imports Inc. Continental Food Prod. Inc. Parmalat Canada Ricco Food Distributor Salerno Dairy Prod. Saputo Dairy Products BEVERAGES (HOT) Alfa Cappuccino Imports Inc. Parmalat Canada Ricco Food Distributor Saputo Dairy Products BREAD PRODUCTS ADM Milling Company Horizon Milling G.P. Mimi Food Products Inc. P & H Milling Group - Halifax Ricco Food Distributor Rich Products Teti Bakery Inc.

BREADING Ricco Food Distributor Saputo Dairy Products CANDY Saputo Dairy Products CHEESE Agropur, Cheese and Ingredients Division Arla Foods Continental Food Prod. Inc. Finica Food Parmalat Canada Ricco Food Distributor Salerno Dairy Prod. Saputo Dairy Products CHEESE ALTERNATIVES Ricco Food Distributor CHICKEN Continental Food Prod. Inc. Reuven International Ltd Ricco Food Distributor Saputo Dairy Products CONDIMENTS Alfa Cappuccino Imports Inc. Finica Food Saputo Dairy Products Select Food Products Limited CROUTONS Ricco Food Distributor CRUST CRISPER Ricco Food Distributor

PIZZA FLOUR PERFECTED

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30 pizza JULY/AUGUST 2014

DAIRY PRODUCTS Finica Food Ricco Food Distributor Salerno Dairy Prod. Saputo Dairy Products DESSERT TOPPINGS Ricco Food Distributor Rich Products DESSERTS Alfa Cappuccino Imports Inc. Ardent Mills Horizon Milling G.P. Parmalat Canada Ricco Food Distributor Rich Products Saputo Dairy Products DESSERTS (FROZEN) Parmalat Canada Rich Products Saputo Dairy Products DOUGH Ardent Mills Horizon Milling G.P. Lesaffre Yeast Corp. Mimi Food Products Inc. P & H Milling Group - Halifax Ricco Food Distributor Rich Products Salerno Dairy Prod. Saputo Dairy Products Teti Bakery Inc. EGGS Ricco Food Distributor FLAVOURS Grain Process Enterprises Ltd Lesaffre Yeast Corp. FLOUR ADM Milling Company Alfa Cappuccino Imports Inc. Ardent Mills Horizon Milling G.P. Continental Food Prod. Inc. Grain Process Enterprises Ltd Moretti Forni P & H Milling Group - Halifax Parrheim Foods

Ricco Food Distributor Salerno Dairy Prod. Saputo Dairy Products Teti Bakery Inc. FROZEN BAKED GOODS Mimi Food Products Inc. Rich Products Saputo Dairy Products Teti Bakery Inc. FROZEN PIZZA Mimi Food Products Inc. Ricco Food Distributor Rich Products Teti Bakery Inc. FRUIT Shafer-Haggart Ltd. GARLIC Continental Food Prod. Inc. Grain Process Enterprises Ltd Ricco Food Distributor Salerno Dairy Prod. Saputo Dairy Products HERBS Continental Food Prod. Inc. Ricco Food Distributor Salerno Dairy Prod. Saputo Dairy Products MEAT PRODUCTS Alfa Cappuccino Imports Inc. Burke Corp. Jadee Meat Prod. Ltd. Reuven International Ltd Ricco Food Distributor Rich Products Saputo Dairy Products MEATBALLS Burke Corp. Continental Food Prod. Inc. Ricco Food Distributor Rich Products Saputo Dairy Products Viau Foods Inc. MEXICAN PRODUCTS Burke Corp. Saputo Dairy Products Shafer-Haggart Ltd. MIXES ADM Milling Company Ardent Mills Horizon Milling G.P. Grain Process Enterprises Ltd Ricco Food Distributor NUTS Grain Process Enterprises Ltd Ricco Food Distributor

OILS & SHORTENINGS Continental Food Prod. Inc. Grain Process Enterprises Ltd Ricco Food Distributor Salerno Dairy Prod. Saputo Dairy Products OLIVE OIL Alfa Cappuccino Imports Inc. Continental Food Prod. Inc. Grain Process Enterprises Ltd Ricco Food Distributor Salerno Dairy Prod. Saputo Dairy Products PASTA PRODUCTS Grain Process Enterprises Ltd Ricco Food Distributor Rich Products Salerno Dairy Prod. Saputo Dairy Products POTATOES Ricco Food Distributor PREPARED FOODS Alfa Cappuccino Imports Inc. Ricco Food Distributor PRETZELS Ricco Food Distributor PROSCIUTTO Salerno Dairy Prod. Saputo Dairy Product SALAD DRESSINGS Ricco Food Distributor Salerno Dairy Prod. Saputo Dairy Products Select Food Products Limited SANDWICH ITEMS Finica Food Rich Products Teti Bakery Inc. SAUCES Continental Food Prod. Inc. Finica Food Harvest-Pac Products Inc. Parmalat Canada Ricco Food Distributor Salerno Dairy Prod. Saputo Dairy Products Select Food Products Limited Stanislaus Food Products SEAFOOD Shafer-Haggart Ltd. SEASONINGS Ricco Food Distributor Saputo Dairy Products SOUPS Ricco Food Distributor

buyers guide SOY PRODUCTS Alfa Cappuccino Imports Inc. Grain Process Enterprises Ltd Moretti Forni Parmalat Canada

TOMATOES & PROD. Finica Food Grain Process Enterprises Ltd Saputo Dairy Products Shafer-Haggart Ltd.

SPICES Grain Process Enterprises Ltd Ricco Food Distributor Saputo Dairy Products

TOPPINGS Alfa Cappuccino Imports Inc. Burke Corp. Continental Food Prod. Inc. Finica Food Harvest-Pac Products Inc. Jadee Meat Prod. Ltd. Ricco Food Distributor

2014

SYRUPS Ricco Food Distributor Saputo Dairy Products

Rich Products Salerno Dairy Prod. Saputo Dairy Products Springer’s Meats Inc. Stanislaus Food Products Viau Foods Inc. VEGETABLES Finica Food Ricco Food Distributor Saputo Dairy Products Shafer-Haggart Ltd. YEAST Continental Food Prod. Inc. Grain Process Enterprises Ltd Lesaffre Yeast Corp. P & H Milling Group - Halifax Ricco Food Distributor Salerno Dairy Prod. Saputo Dairy Products

PIZZA SUPPLIES

ADVERTISING SPECIALTIES Covertex Corp. Ricco Food Distributor APRONS & BIBS Johnson-Rose Inc. Pizzaovens.com Russell Food Eqpt. Ltd. BAGS Check Corp. Continental Food Prod. Inc. Covertex Corp. Johnson-Rose Inc. National Marketing Inc. Pizzaovens.com RediHeat, Inc. Ricco Food Distributor Saputo Dairy Products BOXES Continental Food Prod. Inc. Covertex Corp. National Marketing Inc. Ricco Food Distributor Saputo Dairy Products BRUSHES Johnson-Rose Inc. Moretti Forni Russell Food Eqpt. Ltd.

BUFFET WARE Johnson-Rose Inc. Lloyd Industries Inc. Russell Food Eqpt. Ltd. CLEANING PRODUCTS Alfa Cappuccino Imports Inc. Procter & Gamble Ricco Food Distributor Saputo Dairy Products CLEANING TOOLS Johnson-Rose Inc. Russell Food Eqpt. Ltd. Saputo Dairy Products

DINNERWARE Johnson-Rose Inc. Russell Food Eqpt. Ltd. DOUGH BOXES Lloyd Industries Inc. Moretti Forni Mr. Peel, Inc. National Marketing Inc. Pizzaovens.com Ricco Food Distributor Russell Food Eqpt. Ltd. EDUCATIONAL MATERIALS Guelph Food Technology Centre

COMPUTERS Classic POS

FORMS Ricco Food Distributor

CONSULTING SERVICES Guelph Food Technology Centre

FURNITURE/INTERIORS Pizzaovens.com Valley Metal Products

CONTAINERS Covertex Corp. DELIVERY SYS. Check Corp. Covertex Corp. RediHeat, Inc. DESIGN Russell Food Eqpt. Ltd.

GLOVES Johnson-Rose Inc. Ricco Food Distributor Russell Food Eqpt. Ltd. LIDS Mr. Peel, Inc. National Marketing Inc. Ricco Food Distributor Valley Metal Products

LUBRICANTS Ricco Food Distributor

PLATE COVERS Russell Food Eqpt. Ltd.

MATS Johnson-Rose Inc. Pizzaovens.com Russell Food Eqpt. Ltd.

REPAIRS & SERVICES G. Cinelli-Esperia Corp. Russell Food Eqpt. Ltd. TFI Food Equipment

MENU COVERS Johnson-Rose Inc. Pizzaovens.com

SERVICE BAKING EQPT. G. Cinelli-Esperia Corp. Russell Food Eqpt. Ltd.

NAPKINS Continental Food Prod. Inc. Ricco Food Distributor

SMALLWARES Johnson-Rose Inc. Lloyd Industries Inc. Moretti Forni Mr. Peel, Inc. National Marketing Inc. Pizzaovens.com Russell Food Eqpt. Ltd.

OVEN MITTS Johnson-Rose Inc. National Marketing Inc. Pizzaovens.com Russell Food Eqpt. Ltd. PAN COATINGS G. Cinelli-Esperia Corp. PAPER PRODUCTS Continental Food Prod. Inc. Ricco Food Distributor Saputo Dairy Products PIZZA PADS Ricco Food Distributor

THERMOMETERS Johnson-Rose Inc. National Marketing Inc. Pizzaovens.com Russell Food Eqpt. Ltd. TRAYS Johnson-Rose Inc. Lloyd Industries Inc. Ricco Food Distributor Russell Food Eqpt. Ltd. Valley Metal Products

JULY/AUGUST 2014 pizza 31

the pizza chef

Real estate broker: friend or foe? Dale Willerton and Jeff Grandfield hen the Lease Coach speaks at restaurant shows, pizzeria tenants frequently attend our seminars because they are leasing space too. When pizzeria tenants work with real estate agents, they often let their guard down and assume that the agent is going to fully represent them. Quite often, this is not the case at all.

AGENTS ARE DEAL DRIVEN Agents/brokers are deal driven, not detail driven. Whatever rent you pay per square foot matters less to an agent than whether or not the deal actually gets done. After all, agents/brokers are paid by the landlord only if a lease agreement gets signed and the deal closes. People who take a commission for work performed are salespeople – they are not advisers. WHAT’S THE COMMISSION? Pizzeria tenants are entitled to know if the agent is being paid a commission and how much. All you have to do is ask. In most cases, the agent’s commission will be five or six per cent of the base or minimum rent (not operating costs). So, if you are leasing 2,000 square feet x $24.00 per square foot x five years x six per cent, the agent’s commission would be $14,400. If you are not inclined to take the advice of a car salesman who makes a $200 commission when selling you a car, how much more guarded should you be when the commission is thousands of dollars on a real estate transaction? SITE SELECTION When selecting a site for your pizzeria,

32 pizza JULY/AUGUST 2014

never let one agent show you around are fooled by this seemingly idealistic town. What we mean by this is never solution to their problems. let one single agent show you another Whether your pizzeria is agent’s listings. If you want to look independently owned or a franchised at space for lease in one particular location, this closing story is very building, contact the listing agent relevant. We well remember a franchise whose name appears on that building’s foodservice tenant who had bought “For lease” sign. a franchise and after A tenant may know nearly a year, still had an agent they feel not been given a location comfortable with and from the franchisor. The term let that agent show The franchisor referred “tenant rep” is them other buildings her to a local real estate listed for lease by other so misused that agent who showed her agents. This creates locations available. When even seasoned commission-splitting this franchise tenant and makes you, the called us, she asked, tenants with tenant, less valuable “Why did this agent only multiple than another tenant show me his listings?” who may be dealing We answered, “Well, he locations and directly with the listing can get a full commission franchisors agent. It’s never a good from the landlord if you idea for the landlord’s lease one of them. Is this are fooled by agent to know what agent really working for you are thinking about this seemingly you?” • for all the properties idealistic Dale Willerton and Jeff that you’ve shortlisted. Grandfield – The Lease Some agents may not solution to their Coach are Commercial care which property Lease Consultants who work problems. exclusively for tenants. Dale you lease at all, as long and Jeff are professional as you do the lease deal speakers and co-authors of through them. Negotiating Commercial Leases THE MEANING OF “REP” Finally, you may have heard the term, “tenant rep.” This is a fancy name agents take on when they want you to believe they are working for the tenant while actually they are collecting a commission from the landlord. In fact, the term tenant rep is so misused that even seasoned tenants with multiple locations and franchisors

& Renewals For Dummies (Wiley, 2013). Got a leasing question? Need help with your leasing renewal or are interested in a free leasing CD entitled “Leasing Do’s & Don’ts for Pizzeria Tenants” Call 1-800-738-9202, email DaleWillerton@TheLeaseCoach.com or visit www.TheLeaseCoach.com.

For more tips on locations, visit www.canadianpizzamag.com

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Page #

Annex Anti Spam ........................................... 21 Annex Bookstore ........................................... 13 Ardent Mills .................................................... 15 Burke .............................................................. 11 Canadian Pizza Show ............................16 & 17 Finica.............................................................. 13 Middleby Marshall.......................................... 19 Morreti Forni .................................................. 23 Buyers Guide/Directory ............................ 24-31 Pizza with a Purpose ....................................... 9 Ricco Food Distributor................................... 22 Salerno ........................................................... 22 Saputo ............................................................ 36 Springer’s Meats ............................................ 13 Stanislaus ..................................................4 & 5 Viau Food ......................................................... 2 XLT Ovens ..................................................... 35 Use these advertiser contact numbers to find out more about a product advertised in this issue or to place an order. This index is provided as a service. Canadian Pizza Magazine is not liable for errors or omissions.

pizza on fire

Managing a move Tom Stankiewicz

elocating your pizzeria to a more desirable area requires a big commitment and the decision should be made only after you’ve done extensive research to determine if it would benefit your business. Having gone through the process twice, we have a few important lessons to share. About 10 years ago we relocated our pizzeria to our existing location. At the time, our biggest concern was the design and construction of the inside space. Fast-forward a few years and we are at it again; however, when we recently decided to renovate again, we needed to renovate the new property inside and outside. I have learnt that anyone who is contemplating taking on such a construction project must have excellent communication and time management skills. One of the most important steps at the beginning of the construction phase is to hire a general contractor whose job will be to oversee the project. It’s important to have a clear understanding about the general contractor’s responsibilities. If you are comfortable with taking the lead and successfully finishing the project, it might make sense to hire a general contractor only for the beginning of the process. We took that route, and it meant that significantly more time input was required from us. If you know that you don’t have the capacity to make that time commitment, then a general contractor should run the project from start to finish. One of the more challenging stages was the actual construction of the building. It was helpful to have a plan in place; however, so many things were impossible to foresee. That is why you need to allow extra time for your finish date, even if you think you won’t need it. A simple delay in

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getting required construction material will themselves need to be delegated to store put you behind schedule. With so many managers. Because this transition period tradespeople involved in this process, you will affect everyone who works for you, the have to plan ahead that at least one of employees should be given enough inforthem will be late. Phases of construction mation to feel comfortable during it. Any are usually connected and need to be uncertainty about what will happen once completed in sequential order. In many the business is relocated should be clarified cases, new restaurants to eliminate negativity and don’t open on the initial misinformation. It’s best to start date. As well, the cost have an open discussion of the construction will My own estimate to ensure a good working almost always be higher environment throughout is that you than what was initially this process. I have found proposed. My own estithat once the employees should be mate is that you should be understand the big picture prepared to prepared to have access to and what their specific inat least 30 per cent more volvement will be, they are have access money than was indicated motivated to do their best. to at least 30 in your original budget. Customers need to be Excellent time manageproperly informed as well. per cent more ment is essential to ensure We have used many difmoney than was ferent forms of communithe construction project and the move to the new indicated in your cation to let them know location are successful. about our move. By far the This is especially important original budget. easiest and quickest way when the pizzeria at the exto make this announceisting location needs to opment was to use the Intererate as usual without any net. In our case, the mesnegative impact to customer experience sage was easy to deliver as we are keeping and quality of service. Without a doubt, the same customer base and simply addyou will need to divide your time between ing new delivery areas. If your scenario is the two locations, and from my personal the opposite, then it would make sense experience I can tell you, the pizzeria loca- to discuss with your employees how to tion under construction will require more properly address customers’ concerns. of your attention to ensure everything is Every business owner has a unique happening as close to schedule as possible. story to tell about their business relocaDuring this time, your current employ- tion. In the end, it doesn’t matter how each ees will become one of your most valued of us gets there, as long as we do. • resources and will indirectly contribute to the successful relocation of the business. Many owners who have gone through Tom Stankiewicz has been in the pizza business for more than 15 years. He has been the proprietor of Bondi’s this experience would likely agree that a Pizza in London, Ont., since 2000, and is president of number of tasks they normally complete the Canadian Pizza Team.