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Lights, camera . . . PIZZA! How to use video to engage your customers

Volume 21 Issue 4 July/August 2015

12 LIGHTS, CAMERA … PIZZA!

COVER: What’s next in the constant battle to stand out in the crowd? Video can help draw in your customers and tell your pizzeria’s story. See story on page 12.

Video traffic is going to be big by 2017. Do you have a plan to be a part of that?

16 VEGGING OUT

Spruce up your menu to attract customers hungry for vegetables and variety

22 TWEAKED TO PERFECTION 20

Attention to detail helped win Fernando D’Agostino a place on the Chef of the Year podium

DEPARTMENTS 6

editor’s desk

pizza bites

making dough

marketing insights

the pizza chef

www.canadianpizzamag.com JULY/AUGUST 2015 pizza 3

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

President Tom Cortopassi (kneeling) and “Coach” Dino Cortopassi (standing) in one of our

Since 1942, our Restaurateur customers’ success has depended on the superior taste of the food they serve and of our products. As a family-owned business, it feels good knowing that so many of our customers have relied on our “Packed From Fresh Tomato” products from generation to generation.

Whether your restaurant has a long family history, or whether you’re the founder, you can depend on our family making the best “Real Italian” tomato products...always Packed From Fresh Tomatoes, Never From Concentrate...generation after generation!

Tom Cortopassi President/Owner

Dino Cortopassi Coach/Owner

Generation after Generation.

tomato fields in Stanislaus County, California

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The “Real Italian” Tomato Company 1202 “D” Street

from the editor’s desk July/August 2015, Vol. 21, No. 4

Veggies hit the mark twice t may be time to give vegetables higher billing on your menu. For one thing, many Canadians want a healthier lifestyle. A recent Mintel report on consumer spending and lifestyles found the top two goals are exercising regularly and eating more fruits and vegetables. Fifty-nine per cent of Canadians polled wanted to include more fruits and vegetables in their diet. This enthusiasm for eating healthier seems to be less about health and more about balance, the report suggests. Canadians want to strike a balance between financial priorities and reasonable indulgences, specifically, in the areas of dining out and taking long vacations. Interestingly, although consumers want to cut back on spending, the Mintel data shows they will continue to spend money on all kinds of purchases both essential and non-essential, including dining out. Millennials are especially keen to indulge themselves at mealtime. The report says customers under the age of 35 are making dining out a priority on par with saving money for the future. In other words, they too want balance. They recognize the wisdom of being frugal while still treating themselves once in a while. Here’s a second reason to look at vegetables with fresh eyes. Millennials love to try new foods. And if those foods also are good for them, so much the better! Millennials love to travel and want to bring home the tastes they discover, said McCormick Canada reps at a November 2014 Toronto trends forecast. U.S. consultants Baum+Whiteman call this “restless palate syndrome.” These cravings for balance and adventure give pizzerias options to use more vegetables – or to try new varieties – when marketing them to customers. When young people turn to your pizzeria to indulge, you can help them do

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two things: You can make them feel good about indulging in pizza by including more vegetable options on your menu. And you can appeal to their sense of adventure by offering lesser-known varieties of vegetables as toppings in order to summon exotic locales. “Vegging out” (see page 16) offers tips and suggestions for showcasing vegetables on your pizzeria’s menu. “Vegetables are still relegated to the back of the order sheet when it comes to restaurants for the most part,” says Ontario organic farmer Antony John in the story. John says that’s because of a misconception that vegetables taste the same no matter where they come from. But many customers ask him for vegetables they have eaten on their travels overseas, which suggests they are looking to re-create pleasant or exciting experiences. So you may not have to tweak your menu much to achieve a balance between health and indulgence. It may mean combining exotic vegetable varieties – more and more are available in Canada – with the spices of their native area to create an overall experience. It may mean offering more vegetarian options, promoting vegetables on a pizzaof-the-day or pizza-of-the-week special, or as Diane Chiasson suggests (see page 15), setting up a self-serve antipasto bar. This summer – and year-round – consider giving vegetables more play in your pizzeria. Make customers see them in a new light, as exotic indulgences, as local delicacies or as part of creative combinations with meats and cheeses. People want to be better versions of themselves. Catering to that desire may tip the scales in your favour. •

@CdnPizzaMag

Editor Laura Aiken laiken@annexweb.com 416-522-1595 Associate Editor Colleen Cross ccross@annexweb.com 519-428-3471 ext. 261 Publisher Christine Livingstone clivingstone@annexweb.com 519-429-5173 888-599-2228 ext. 239 Account Coordinator Shannon Drumm sdrumm@annexweb.com 888-599-2228, ext. 219 Media Designer Emily Sun Group Publisher Martin McAnulty mmcanulty@annexweb.com Director of Soul/COO Sue Fredericks 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. ©2015 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 Dooher named Restaurants Canada president and CEO hair of the board of Restaurants Canada Paul Methot announced Donna Dooher was appointed president and chief executive officer of the association effective June 1. Dooher has been in the role on an interim basis since November 2014. “The Board of Directors is very pleased to have Donna at the helm of Restaurants Canada as we continue the search for a permanent CEO,” Methot said in a news release. “In just a few short months Donna has proven to be a strong, committed and effective leader. Her deep understanding of, and passion for, the hospitality industry is putting a sharp focus on serving our members and building a vibrant restaurant community across Canada.” With over 30 years of professional experience in food service, Dooher has made her mark on Canada’s culinary landscape as a celebrated chef, caterer, TV personality, cookbook author and restaurateur, the release said. “I’m thrilled to be working with a great team at Restaurants Canada on behalf of one of the most dynamic and important industries in the country,” Dooher said. “Foodservice operators invest an incredible amount of time, money and energy into businesses that build and nourish communities. We also need to create our own restaurant community, so we can help one another succeed and grow.”

8 pizza JULY/AUGUST 2015

Brian Alger and Geeve Sandhu opened a Mother’s Pizza Parlour in Brantford, Ont., in May.

Mother’s opens third location wners Brian Alger and Geeve Sandhu held an invitation-only opening night at the third location of Mother’s Pizza Parlour and Spaghetti House in Brantford, Ont., on May 1. The restaurant features classic Mother’s touches, including tall glasses, serving pedestals, Pop Shoppe pop (another brand revived by the owners) and silent movies. New twists include a big-screen TV for the movies and another for sports, pulled pork sliders and cheeky menu infographics

showing options for how to eat a panzerotti. One key thing that hasn’t changed is the crust recipe, which Alger says was carefully re-created from the old recipe over several months by a former franchisee. The restaurant has hired about 90 people in full- and part-time jobs. Alger said they are hoping to grow the business slowly on a location-by-location basis and to bring in new customers while reminding returning ones of the restaurant’s successes throughout the 1970s and 1980s.

Pizza Nova launches antibioticand hormone-free pepperoni P

izza Nova is introducing pepperoni made without the use of antibiotics or hormones. The improved, healthier pepperoni is made following Pizza Nova’s own recipe and with Canadian-raised beef and pork and is a first in the Canadian pizza industry, the southern Ontario chain said in a

news release. “We selected pepperoni to be the first in this category because it’s our most popular topping,” said Pizza Nova president Domenic Primucci in the release. “We’re also looking at how we can introduce other products across our menu that are made without the use of antibiotics or hormones.”

pizzabites

Pizza Hut drops artificial colours, flavours in U.S. aco Bell and Pizza Hut say they’re getting rid of artificial colours and flavours in the U.S., making them the latest big food companies distancing themselves from ingredients people might find unappetizing. Instead of “black pepper flavour,” for instance, Taco Bell will start using actual black pepper in its seasoned beef, says Liz Matthews, the chain’s chief food innovation officer. The Mexican-style chain also says the artificial dye Yellow No. 6 will be removed from its nacho cheese, Blue No. 1 will be removed from its avocado ranch dressing and carmine, a bright pigment, will be removed from its red tortilla strips. Matthews said some of the new recipes are being tested in select markets and should be in stores nationally by the end of the year. The United States’ biggest food makers are facing pressure from smaller rivals that position themselves as more wholesome alternatives. Chipotle in particular has found success in marketing itself as an antidote to traditional fast food, although some question the meaningfulness of some of its claims. In April, Chipotle announced it had removed genetically modified organisms from its food, even though the Food and Drug Administration says GMOs are safe.

Critics say the purging of chemicals is a response to unfounded fears over ingredients, but companies are rushing to ensure their recipes don’t become marketing disadvantages. In recent months, restaurant chains including Panera, McDonald’s and Subway have said they’re switching to ingredients people can easily recognize. John Coupland, a professor of food science at Penn State University, said companies are realizing some ingredients may not be worth the potential harm they might cause to their images, given changing attitudes about additives. Additionally, he noted that the removal of artificial ingredients can be a way for companies to give their food a healthy glow without making meaningful changes to their nutritional profiles. For instance, Coupland said reducing salt, sugar or portion sizes would have a far bigger impact on public health. Taco Bell and Pizza Hut are owned by Yum Brands Inc., which had hinted the changes would be on the way. At a conference for investors late last year, Yum CEO Greg Creed referred to the shifting attitudes and the desire for “real food” as a revolution in the industry. Pizza Hut says it will remove artificial flavours and colours by the end of July. – The Canadian Press

Campaign aims to save youth money, jobs estaurants Canada released its online campaign, #FixTheORPP, to urge the Ontario government to raise the Ontario Retirement Pension Plan contribution age from 18 to 25 to better reflect today’s workplace and the need to preserve youth jobs. “Youth today are enrolled in post-secondary education at record rates,” said James Rilett, Restaurants Canada’s vice-president, Ontario, in a news release. “As it stands, the ORPP will force them to save for retirement before their careers even start. It would cost the average young worker about $300 a year, at a time when they can least afford it. A higher contribution age would reflect the fact that people are starting their careers later and retiring later.” If the ORPP is not fixed, it would also put more youth jobs at risk. Youth unemployment is three times higher than the rest of the population. “The ORPP would add an employment tax on youth job creators,” Rilett said. “Fewer jobs for youth will be an unintended consequence of the new system.” The association’s campaign includes a website and video that raise awareness of the issue. For more details, visit www.fixtheorpp.ca.

For more news updated daily, visit www.canadianpizzamag.com

10 pizza JULY/AUGUST 2015

cover story

Lights, camera … pizza! Video traffic is going to be big by 2017. Do you have a plan to be a part of that? BY CAMERON WOOD

hen you’re a small business, marketing can be the biggest challenge. There are a few old staples out there: the door-hangers and discount coupons. Maybe you’ve even stepped away from the oven for a moment and tried a little direct marketing or gotten creative with some pizza-box messaging. So what’s next in the constant battle to stand out in the crowd? Consumer buying habits in the pizza business are a fickle thing. What’s hot and spicy one day, can be cold and old the next. But one thing is for sure, they’re evolving rapidly, and expanding your reach in the market requires some ingenuity and understanding of what influences the purchase. A survey by the online marketing company MultiVisionDigital found that consumers are 64 per cent more likely to buy something after watching a video. The same study also suggests that videos have a four-year marketing lifespan – providing one of the best vehicles out there for sharing your brand message. The big hit, says digital signage expert Brooke Watson, of EyeLook Media, is “turning the boring wait time into a valuable marketing experience.”

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Watson, whose company has a number of restaurant installations, says the customer’s perception of wait times in the foodservice industry is far different from that in other services. “That’s why a lot of restaurants write down the time you arrived – people tend to think ‘we’ve been waiting an hour’ when really it’s only been 15 to 20 minutes. It can be very easy to create a bad customer experience – but we want to take that and create a positive experience.” The role video can play in that is by providing the customer something to focus on. Psychology already suggests video is processed by the brain 60,000 times faster than print. And it’s much better at seduction – convincing the viewer to make a buying decision. Reading is about thinking, whereas video is about feeling. “Video, today, is really important. Everyone is so visual; and it’s the best way to evoke emotion. Without that emotion, you’re not reaching people,” says Cheryl Weedmark, a London-based video producer. And she says the most effective video strategy goes beyond a single platform. “A video needs to be searchable, and not just on a website,” she says. “It must be part of a bigger social media strategy – something

What makes great videos? London-based video producer Cheryl Weedmark says a video needs to be three things at all times: • engaging • informative • entertaining “If you can do these three, you’ll have a great marketing tool for your business,” she says. “And if you can, try to narrow down your target to be as specific as possible. Speak to a specific demographic; don’t try to be everything to everyone.”

you can build a campaign around.” Most operations these days have dabbled in online promotion – either through a traditional social media platform like Facebook and Twitter, or through the more niche-driven Instagram and Pinterest. Our world is already connected and growing more so each day. In Canada, there are 28 million cellphone users, and one in five households use only cell service as the primary phone. Nielsen, the folks that bring us TV ratings, reports that YouTube reaches more people in the 18 to 34 demographic than cable TV. Internet statistics continually support that it is also the second most used search engine after Google. The big picture is we’re rapidly breaking away from traditional methods of obtaining information – and traditional ways of influencing a buying decision. And Canadians have the highest social media engagement level globally – 82 per cent have at least one active social media account. As such, video allows you to connect with consumers on a far deeper level than traditional print marketing pieces. With effective storytelling and a human element, your customers will begin to see you as more than just an easy alternative to cooking at home. The trick is to focus on what your customer cares about – and that may require you to accept that what you think they care about may, in fact, be wrong. “The consumer has most of the influence these days,” Watson says. “That’s a complete reversal of 10 years ago.” Testing is a vital part of the success in any visual campaign. Watson says it

shouldn’t be done any differently from how a pizzeria tests new menu items. “You might have five new pizzas that you think are amazing, but the customer may only agree with you on one of those. The market dictates what it likes, so always be testing. It definitely pays off.” TELL THE STORY From a pizzeria perspective, Weedmark says video is an excellent way to extend the storytelling, by focusing not on the owner but rather on those key clients who will help connect people. “Think about that busy mom who comes in on a Friday, but she needs to have a gluten-free option, or a vegetarian option – or get out to the local farm to talk about the importance of fresh ingredients.” Keeping up with food trends can be tough. Organic, local, artisan, gluten-free – there are as many new takes on what we put in our bodies as there are combinations for what we can put on our pies. Storytelling is the key – and is what will provide more longevity to the marketing value of a well-made video. The extension to that is the concept of building a series, perhaps designed to be released over an extended period of time, with each new release adding to the previous story. For example, if the strategy is to highlight the value of the ingredients, the chain of videos can be layered much like preparing the pizza itself, building from the dough up. Another huge trend, Weedmark says, is focusing on the heritage behind the family business – and in a pizzeria that could mean anything from talking about what makes “Grandma’s sauce recipe” so

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By the numbers Here are some statistics that point to the growing power of video: • 55% of consumers watch a video on a mobile platform at least once per week • four times as many consumers would rather watch a video about a product than read about it • 84% of consumers say they have “liked” a company video in their newsfeed on social media • nearly two-thirds of consumers prefer a video to be 60 seconds or less –February 2015 Animoto web survey

unique to the values of a multi-generational operation. Content doesn’t necessarily have to be strictly focused on marketing, she adds. There’s a lot to be said for creating a story that people will see the value in – and that means going back to those emotional

attachments. Sharing the customer experience, solving a problem, educating or merely showing appreciation will help trigger the human connection. GOING VIRAL Everyone wants the viral video, but when your traditional delivery area isn’t global, how will one million views benefit your core business? “Video is getting a lot more accessible to people these days,” Weedmark says. “But don’t shortchange on the quality. There is a huge demand for good-quality video – not something filmed on someone’s smartphone. These days content is forever; and the average person doesn’t have time for poor quality.” And while she says the best option – and not as expensive an option as people might think given the longevity of a good video campaign – is to use a production company. Weedmark doesn’t rule out the idea of self-producing. “Just use good equipment. With so much of it being available in

high-definition, there shouldn’t be an excuse to use a cellphone. Even when you look at some of the best viral videos out there, you can tell there was some thought and quality put into them.” The other hook – clean audio, she says. “Yes, you need the picture, but if people can’t hear it, they’re not going to pay any attention to it.” “Dynamic media is much more engaging,” Watson says. “Can you imagine sitting there waiting and watching this steaming hot pizza coming out of the oven, the cheese bubbling . . . that imagery is far more engaging than looking at a poster.” If you’ve spent any time trying to grasp the changing way technology affects today’s consumer, think of it this way – video traffic is predicted to count for almost 70 per cent of consumer Internet traffic by 2017. Do you have a plan to be a part of that? • For more on marketing, visit www.canadianpizzamag.com

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making dough

Five tips for pleasing the summer crowd Diane Chiasson

he summer holidays can bring many tourists to your city or community and a lot more local customers into your neighbourhood for events and summer activities. Here are five tips to help you improve your business with the summer crowd and capitalize on summer opportunities.

1. BE TECH SAVVY Today many people can find you locally when in your area through your website and social media sites, so make sure you have these and that they are operating well this summer. Your sites should also have many tantalizing photos of all the great food you have to offer. As a restaurant, you must take high-quality images, even if it means hiring a professional photographer. It is incredibly cheap to do these days and it lets people see what you can deliver and gets them excited. With Facebook or Twitter, you can generate a following by offering special social media deals. Offer weekend specials and send out a tweet before the weekend to all existing customers, especially if there is any kind of summer event going on in your area that weekend. Offering a 10 per cent reward to followers who bring their friends in to your pizzeria could make you the destination of choice for someone going to an event in your area with their friends. The power of social media is undeniable, and it’s an essential tool to marketing your pizza restaurant this summer. 2. DON’T FORGET PARENTS AND KIDS Pizza can be a life-saver for parents in a strange place, where perhaps their kids are not familiar with the food. Pizza tops almost every kid’s list of favourite food items. Most kids I know like only cheese pizza or pepperoni pizza, while most parents I

know would prefer more sophisticated toppings. By offering a child-sized pizza at a reasonable price, you can satisfy a whole family without forcing them to calculate the best way to order. A free balloon is another easy and inexpensive way to attract kids, along with their parents, to your pizzeria. It also gives you a great way to advertise your name around town. There are lots of ways to attract parents and kids: just make sure you do some of them this summer. 3. FULFIL TOURISTS’ NEEDS Tourists are far from home, so offer them something that they might need, such as Wi-Fi. Most people travel with their smartphones and need to keep up to date with their emails, but many do not want to pay the exorbitant roaming charges telecommunications companies like to charge. At the top of most tourists’ lists when they come to a location is the local cuisine. Tourists are looking to try new flavours, and experience local and regional cuisine. Promoting the “Canadian” pizza prominently on your menu and websites could well make you stand out from the crowd for the international visitors. Perhaps even try putting some local flair into a signature dish, dessert or cocktail to attract more out-of-towners. 4. SERVE HEALTHY SIDE DISHES Pizza is filling and serves as the main event in a meal. However, many people struggle with what to serve alongside a pizza. Most pizza operators probably already offer typical sides such as garden, Greek or Caesar salads, chicken wings, and garlic bread. Today’s health-conscious eaters may be looking for something more nutritious to alleviate the guilt of eating a pizza in the first place. Set up an antipasto bar with

grilled vegetables, seafood, olives, cured meats and cheeses. You may already have most of the ingredients on hand. Customers can grab a take-out container and serve themselves. For delivery or drive-thru customers, offer an antipasto variety plate. Try more unique and healthful salads that customers would like to buy even if they don’t want any pizza, for example, salads made using special grains such as quinoa or bulgur, bean salads, lentil salads, and whole-grain pasta salads. You could also serve sides of vegetables such as sautéed rapini in garlic, braised kale or roasted sweet potatoes. To encourage more health-conscious parents to buy your pizza, create a pizza sauce that blends carrots, broccoli, red peppers and other healthy vegetables into a smooth sauce that is indistinguishable in look and taste from regular pizza sauce. 5. BECOME THE FIRST CHOICE In order to stimulate potential customers, target them by providing some sort of discount. The percentage should be enough to attract the targeted group of customers and make you a profit. You can also offer two side salads for the price of one, which is a very useful way of attracting new customers, getting customers to try your salads and standing out from the crowd. Whatever strategy you choose, it is important you make yourself stand out as the place for pizza this summer through what you offer and through the ways you offer it. • Diane Chiasson, FCSI, president of Chiasson Consultants Inc., has been helping foodservice, hospitality and retail operators increase sales for over 25 years by providing innovative and revenue-increasing foodservice and retail merchandising programs, interior design, branding, menu engineering, marketing and promotional campaigns, and much more. Contact her at 416-926-1338, toll-free at 1-888-926-6655 or chiasson@chiassonconsultants.com, or visit www.chiassonconsultants.com.

JULY/AUGUST 2015 pizza 15

feature

Vegging out Appeal to your customers’ sense of healthy balance and sense of adventure by giving vegetables the star treatment BY COLLEEN CROSS

egetables seems to be coming into their own lately. Canadians are focusing on family relationships, well-being and healthier lifestyles in 2015, suggests a Mintel report entitled “Canadian Lifestyles 2015.” The survey found 59 per cent saw eating more fruits and vegetables as their top goal. Millennials in particular like their veg. A recent Subway-commissioned survey found those aged 18-34 eat almost a half-serving more than do other generations. Now more than ever, people seem receptive to bringing the garden into their diet. There is another reason vegetables are getting attention. People, especially those who travel (and that includes millennials), are looking for new and interesting taste experiences. These days, vegetables are sometimes referred to as “sexy.” “The success of food shows and farmers markets has meant an increase in interest in vegetables among the home consumer, but I feel that vegetables are still relegated to the back of the order sheet when it comes to restaurants for the most part,” says an organic farmer Antony John, who with wife Tina operates a vegetable farm and delivery business called Soiled Reputation in Ontario’s Perth County, just west of Stratford. “Vegetables aren’t achieving the same sense of place that local cheese and local meat has in the restaurant industry in Ontario. I think it’s because of this inherent

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misconception that all vegetables taste the same no matter where they come from,” John says. In reality, he adds, there are many factors that influence how a vegetable will taste – seed, soil, climate and farmer – and together these determine its terroir. Your customers may have different reasons for wanting to eat their vegetables, but you can appeal to both their sense of balance and their sense of adventure by embracing the exotic and preparing everyday vegetables in creative ways. NEW VARIETIES ARE TRENDY Dietitian Jane Dummer, who specializes in agri-food, functional foods and food safety, says a lot of people still enjoy rituals like Friday-night pizza but want pizza with a health benefit. In doing this, they are reaching out beyond typical vegetable toppings. “I’m seeing not just mushrooms and onions. During asparagus season I saw a lot of pizzas with asparagus on them,” Dummer says. She also is seeing quite a bit of arugula in the smaller restaurants as well as different types of tomatoes – grape tomatoes, heirloom tomatoes – that are sometimes used instead of tomato sauce. Another trend is using pesto as a base, building on it with different types of onions and mushrooms such as cremini and portobello. “Your typical onions and mushrooms can now be found in more varieties,” she says.

Restaurants are looking for vegetables that taste good and are consistent, and new varieties that have more flavour and a unique appearance, John says. Customers who buy directly from him ask for vegetables they have seen overseas. This is an easier craving to satisfy today than it was years ago as seed suppliers are travelling the world’s food markets to find new varieties, John says. It’s been a shift over the years from chefs requesting varieties to him approaching restaurants with new varieties. If you’re looking for something unusual, the little-known romanesco cauliflower may fit the bill. “It is chartreuse green and it’s the progenitor of the modern cauliflower,” he says. “It looks like a fractal, geometric drawing, with each floret an exact replica of the next size one. It’s a lot nuttier than modern cauliflower.” He uses the romanesco as a pizza topping by cutting it into smaller pieces and then cutting them in half. “They get this beautiful caramelization on them under the broiler with a little bit of olive oil and it increases the sugar in them.”

Photo courtesy Soiled Reputation

Vegetables are higher in water, says dietitian Jane Dummer. “The crust is the vehicle for all these toppings. If it’s breaking or cracking or not the right texture, it’s a whole different experience.”

EXPERIMENT Dummer encourages chefs to experiment with ways of preparing readily available varieties. For example, she has been experimenting with spinach and grappling with the question of when to put the spinach on versus the rest of the ingredients. “Spinach is so available. If you’re not close to a farmers market or a decent grocery store, sometimes you can’t get the variety. But you can always pick up spinach.” John likes to cook as well, having taken courses with a local chef for many years. When making pizza he and Tina try to “eat through the seasons.” In spring, they use asparagus, romanesco cauliflower, basil and heirloom tomatoes. Dummer too sees an opportunity in playing up the seasons. “Wouldn’t it be fun to have a butternut squash pizza in the fall or a sweet potato pizza coming from Norfolk County (Ontario),” she says, pointing to the recent trend of craft breweries bringing out seasonal drinks. “Why not have more options when vegetables are in season.” Both suggest eggplant combinations. “Fairytale baby eggplant, sliced very thinly, is really nice on pizza with some feta and chicken,” John says.

“Eggplant pistachio is quite exotic and gives you the fat from the nuts,” Dummer says. John grows many varieties of peppers, a vegetable trend that shows no signs of slowing down. Ram’s horn peppers are really sweet and great on pizza, he says. They also grow Japanese frying chilis called shishito peppers, which are cigar shaped. “They are very mild with an ‘herbally’ taste and, sliced lengthwise on pizza, they are really good, he adds. Dummer draws our attention to the sauce base. “Try using a vegetable puree such as corn instead of a pesto or tomato sauce,” she suggests. “If you have a favourite vegetable why not use that as a base. “If you start off with a pesto you can build a pizza that will help increase your vegetable intake. From the artisan side, it could be quite a fun experiment.” THINGS TO REMEMBER Pizza chefs looking to feature vegetables as star players on their pies would do well to remember the basics. John suggests chefs ask questions when buying vegetables. Unfortunately, vegetables are sometimes labelled misleadingly for their origins, he cautions. “It’s buyer beware. Therefore, it’s important to ask questions about the provenance of a vegetable: where was it really grown?” Dummer highlights cleanliness. “I always tell people to make sure your vegetables are well washed. Even pre-mixed salads I still wash. For ultimate freshness, as soon as you cut it, use it. It’s about understanding day-of preparation,” she says. Also, consider cooking vegetable-heavy pizzas at a lower heat as vegetables cooked at a high heat start to lose some of their texture and freshness, she says. However you do it, the experts agree that including vegetables broadens your menu’s appeal. “Have the combinations and have a variety,” Dummer says. “In general, we’re trying to eat more vegetables, and people will ask me how to do that,” she says. “I say, ‘Why not pizza?’ It’s such a great vehicle to get more vegetables in.” • For more on ingredients, visit www.canadianpizzamag.com

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marketing insights

Looking for a sign Michelle Brisebois

usinesses grow two ways: by selling more to existing customers and by getting new customers. While promotions and digital marketing tactics ideally entice customers to your product offering – those customers still need to know where you are to take advantage of the offer. External signage is the key to getting noticed by those just walking by and to being located by those who have decided to dine with you. It’s not the place to get into details about your branding or offers – at its core, external signage is about capturing customers. Signage can be one of the best ways to target an impulse buyer and impulse buying is a big business. It represents a large chunk of all retail transactions. An estimated 40 per cent of all money spent is through impulse buying. That includes money spent on Internet e-commerce sites as well, according to User Interface Engineering (Uie.com). If you are a restaurant that takes reservations, your walk-in traffic will increase with better street-side signage. How do you go about improving your signage? Begin by listing all of the opportunities you have to promote your location to people as they travel towards your business. Is there placement on the highway through tourism signage programs? Provinces have websites that list criteria for qualifying, and a highway sign could help intercept people as they approach the exit for your business. A sign placed about 100 metres before your business will give travellers a nudge to look for your business as they come upon it. The sign should indicate that your restaurant is 100 metres away so people can know when to look for you. If the car is going 60 kilometres per hour that equates to 20 metres per second, so 100 metres gives them a nice five seconds

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to prepare to turn in to your driveway. Wall murals are an impactful and artistic way to promote your restaurant. There are many mural artists who would be glad to help you design an image that includes the name of your restaurant and some colourful graphics. Your mural will get buzz and probably appear regularly on social media sites such as Facebook, Twitter and Instagram as people have their picture taken in front of it. An effective mural also garners your pizzeria word of mouth. Your business will be described as “the place with the cool mural on the side of it.” Street-side signage that’s permanent should be as close to the street as allowed. Make sure you are familiar with your town’s bylaws around signage. Some areas are very stringent about sizing, placement and appearance. When deciding on colours for your sign, go for high contrast between the background and the lettering. Yellow lettering on a white background will be more difficult to see than yellow lettering on a black background. Keep the copy to a minimum and be clear about what your business does. It’s great to say “O’Malley’s” but that assumes everyone knows you run a restaurant. “O’Malley’s Restaurant” is clear and concise – and if you can sneak in “Pizza. Wings. Pasta” underneath, you’ll have accomplished a lot. If your operation is in a strip mall, you’ll need to rely on the multi-tenant pylon to feature your sign. You will have less space so the rules above apply even more profoundly in this setting. Make the colours pop, the contrast high and the copy minimal. Just your business name and purpose should be enough. You may be able to put up a temporary street side sign that will allow you to craft a message a few sentences long, but be aware it may

be seen as “visual pollution” by residents and become a lightning rod for debate at town council. Temporary street-side signs are often perfect for short, focused promotional messages including what’s on sale and what’s new. If you can find a way to weave in a little humour, your sign will be posted to social media as people share your clever message. If your business relies on foot traffic coming down a sidewalk, a blade sign that juts out perpendicular to the building will allow customers to see your business as they approach it on foot. Before putting up one of these, you will need to verify your signage bylaws as signs that hang out over a public walk way may be subject to special restrictions. The sign can be a beautiful piece of art or contemporary and functional – as long as it sticks to the name and the nature of your business. The blade sign can be illuminated or not, which raises a good point about all signage: if your business is open after dark, you need to ensure all signage is lit. Be careful about using sandwich boards especially in high traffic areas: bylaws may prohibit them if they pose a safety risk for pedestrians if the board blocks foot traffic. However, if your town allows them, sandwich boards can be an effective way to interrupt and entice prospective customers. Retailing is basically a three-step process: First, establish awareness of your business. Next, capture the customer by getting them into your store. Finally, convert that captured opportunity into a sale. Good external signage takes care of steps one and two. You and your team do the rest. • Michelle Brisebois is a marketing professional with experience in the food, pharmaceutical and financial services industries. She specializes in brand strategies.

2014 Winner The Kitchens of The Pizza Mill

Put Your

on our cover

The Pizza Mill Winners of the Foodservice Piz Saputo za With Purpose Award

ARE YOU MAKING A DIFFERENCE IN YOUR COMMUNITY? 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

2015 Entry Deadline: Dec. 31!

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he taste of

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Tradition

SALERNO DAIRY

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

www.salernodairy.com www.gaylea.com JULY/AUGUST 2015 pizza 21

feature

Tweaked to perfection Attention to detail helped win Fernando D’Agostino a place on the Chef of the Year podium BY COLLEEN CROSS

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Photo by Malcolm Brown

ast October, Fernando D’Agostino did himself and his boss proud, putting together a signature pie that landed him in third place at the Canadian Pizza Chef of the Year competition sponsored by Saputo Foodservice and Moretti Forni. “It was already on our menu, but we tweaked it a bit,” says the slightly shy young chef. It was D’Agostino’s first pizza competition and he seems to take the pressure in stride. “We had the dough ready-made and the ingredients prepared,” he says. “If anything, using a different oven in an unfamiliar setting was the biggest challenge.” D’Agostino has worked at That’s Italian Ristorante in Woodbridge, Ont., for the past two years. It was restaurant owner Joe Lombardi’s idea for Fernando to enter the competition and Lombardi’s recipe made it to the podium with him, D’Agostino says. Lombardi says his superstar pizzaiolo was able to channel his pride in what he does to overcome his modesty and excel on the competition floor. The restaurant, which opened a smaller location called That’s Italian Express in Richmond Hill in October 2013, has been in business since 2008. Lombardi is part of Toronto pizza history, his father having opened Regina (an offshoot of city institution Vesuvio’s) on College Street in 1982. Many of the restaurant’s customers – particularly those in Richmond Hill – are of Asian background, Lombardi says, and many are well travelled and looking for an authentic Italian eating experience that matches their old-country experience. They seem to really appreciate the food, he says, often asking staff which items they recommend, snapping photos of their dishes and expressing delight when offered a frequent-customer perk such as a complimentary limoncello liqueur. D’Agostino likes his work and especially the fact that at That’s Italian, pizza is treated with just as much importance as any item on the menu. It’s not just an afterthought, he says. “It makes me feel appreciated,” he says. He doesn’t have formal chef training, but started his working career as a teenager at a local Brampton, Ont., pizzeria where he and his family ate every Friday night. “My parents asked if they would give me a job,” D’Agostino says. While the food business was not a deliberate choice of vocation, he warmed to the work as he gradually took on more and more responsibility.

Fernando D’Agostino displays his artfully arranged Sidernese pizza.

The Sidernese is named for the town of Siderno in the Calabria region of Italy. D’Agostino enjoys making this house specialty pizza because it demands extra attention to detail and extra time spent to make it visually appealing. “You have to place everything evenly, and you can’t have two much of one topping in one spot,” he says. D’Agostino loves to play tennis in his spare time. And when he’s not whipping up thin-crust pizzas himself, the young foodie enjoys checking out pizzas at other restaurants. He says, “Sometimes people ask me if they would like a certain topping on a pizza. I don’t think there are any limitations on pizza. I tell them, “If you like something off a pizza, you’ll like it on a pizza.” Indeed, there seem few limits to what this pizzaiolo can do. • See The Sidernese recipe on page 24.

recipe

The Sidernese Here is Fernando D’Agostino’s third-place recipe for Canadian Pizza Chef of the Year. INGREDIENTS • pizza dough, store-bought or homemade • fresh baby arugula • buffalo mozzarella • oven-dried (or sun-dried) tomatoes • Italian prosciutto crudo • shaved Parmigiano Reggiano or Grano

2. Roll out the dough: Method 1: Baking stone – Sprinkle a handful of flour on a pizza peel or the back of a baking sheet. Use your hands or a rolling pin to flatten the pizza dough until it is 1/4-inch thick or less. Shake the peel or baking sheet often as you shape

pizza onto the baking stone. If you don’t have a baking stone, bake the pizza right

Padano • extra virgin olive oil • flour EQUIPMENT • pizza stone or baking sheet • pizza peel (or the back of a baking sheet) INSTRUCTIONS 1. Heat the oven to 550 F or higher: Don’t be afraid to really crank the heat up to

to make sure the dough isn’t sticking. If the dough starts to shrink back, let it rest for five minutes and then continue rolling. Method 2: Baking sheet – Brush a thin film of olive oil on a baking sheet. Use your hands or a rolling pin to flatten the dough until it is 1/4-inch thick or less. Place it on the sheet. If the dough starts to shrink back, let it rest for five minutes and

on the baking sheet. Cook for 10 minutes. Pull the pizza out and top with the buffalo mozzarella. It melts quickly and doesn’t need a lot of time in the oven. Bake for another three to five minutes, until the crust is golden-brown and the cheese looks toasty. Once the pizza comes out of the oven, top it with the arugula. You can toss

its highest setting. The high heat will help make a crunchier and more flavourful crust. Let the oven heat for at least a half an hour before baking your pizzas. If you have a baking stone, place it in the

then continue rolling. 3. Top the pizza: Spread your mozzarella cheese evenly on your pizza. The rest of the toppings will be put on the pizza in stages. 4. Bake the pizza: Using a pizza peel or

the arugula in a light vinaigrette before applying as well. Next, top the pizza with the thinly sliced prosciutto and shaved Parmigiana Reggiano. 5. Slice and serve: Let the pizza cool slightly

lower-middle area of your oven.

the backside of a baking sheet, slide your

on a cooling rack.

THE PIZZA BIBLE Everyone loves pizza! From fluffy Sicilian pan pizza to classic Neapolitan margherita with authentic charred edges, and from Chicago deep-dish to cracker-thin, the pizza spectrum is wide and wonderful, with something to suit every mood and occasion. And with so many fabulous types of pie, why commit to just one style? The Pizza Bible a complete master class in making delicious, perfect, pizzeriastyle pizza, with more than seventy-five recipes covering every style you know and love, as well as those you’ve yet to fall in love with. Pizzaiolo and eleven-time world pizza champion Tony Gemignani shares all his insider secrets for making amazing pizza. With The Pizza Bible, you’ll learn the ins and outs of starters, making dough, assembly, toppings, and baking, how to rig your oven to make pizza like the pros, and all the tips and tricks that elevate pizza-making into a craft.

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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 Fax: 905-819-9768 Toll-Free: 1-800-267-8492 Email: Steve.McCaughey@adm.com Website: www.adm.com Main Products: 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 & INGREDIENTS DIVISION 101 Boulevard Roland-Therrien, Longueuil, QC, Canada Longueuil, QC J4H 4B9 Tel: 514-856-2113 Fax: 450-646-5046 Email: Jean-Philippe.Leblanc@ Agropur.com Website: agropur.com Main Products: 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.

ARDENT MILLS 235 Nugget Court Brampton, ON L6T 5H4 Tel: 905-494-2600 Fax: 905-494-2607 Email: elaine.odoherty@ardentmills.com Website: www.Ardentmills.ca Main Products: Ardent Mills offers the industry’s broadest range of flours, mixes, blends and specialty products, customized to meet your needs and backed by unrivaled technical support, customer service and supply assurance.

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 Main Products: One of Canada’s largest manufacturers and importers of specialty cheese under the Castello, TreStelle, Apetina and Dofino Brands.

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 Main Products: Fully cooked meat toppings & fillings – Hand-Pinched Style® toppings, Italian sausage, beef & pork toppings, meatballs, bacon pieces, Mexican-style crumbles, chorizo-style toppings, andouille sausage, sausage links. CHECK CORPORATION 1800 Stephenson Hwy. Troy, MI 48083 USA Tel: 248-680-2323 Fax: 248-680-2326 Email: rlarpenteau@checkcorp.com Website: Electric HOTBAGS keep the contents oven-hot from the store, right to the customer’s door.

CONTINENTAL FOOD PRODUCTS INC. 112 Ferrier St. 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: 800-968-2310 Email: sales@covertexcorp.com Website: www.covertexcorp.com Main Products: Pizza bags, food containers, magnets

DAIRY FARMERS OF CANADA 6780 Campobello Road Misissauga, ON L5N 2L8 Tel: 905-821-8970 Fax: 905-21-3160 Email: questions@milk.org Website: www.dairyfarmers.ca Main Products: Dairy Farmers of Canada is responsible for helping grow the dairy category in Canada and improving the image of Canadian dairy products. Dairy Farmers operates expansion programs in several areas related to dairy including milk, cream, cheese and nutrition. We are therefore active on many fronts. DUTCHESS BAKERS’ MACHINERY CO. 302 Grand Ave. P.O. Box 39 Superior, WI 54880 Tel: 715-394-4444 Fax: 715-394-2406 Toll-Free: 1-800-777-4498 Email: sales@dutchessbakers.com Website: www.dutchessbakers.com Main Products: Manufacturer of Dough Dividers & Dough Divider/ Rounders for the Pizza and Baking industries. Made in the USA.

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buyers guide EARTHSTONE OVENS 6717 San Fernando Rd Glendale, CA 91201 Tel: 800-840-4915 Email: info@earthstoneovens.com Website: earthstoneovens.com

ESCALON PREMIER BRANDS 1905 McHenry Ave Escalon, CA 95320 Tel: 888-ESCALON Website: www.heinzfoodservice.ca Main Products: Tomato products crafted from 100% Fresh, VineRipened California Tomatoes with no added citric acid. Taste the Difference. www.escalon.net

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 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 Main Products: Food safety & quality consulting, training programs (public courses & customized programs), product development, process development, nutrition labelling, shelflife extension, packaging evaluation, small-scale co-packing.

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 Fax: 450-424-9458 Toll-Free: 1-866-621-1514 Email: peter.jacobs@ lesaffreyeastcorp.com Website: www.lesaffreyeastcorp.com Main Products: 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.

Canada distributed by

Canada

FAEMA CANADA 672 Dupont Street, Suite 201 Toronto, ON M6G 1Z6 Tel: 416-535-1555 Fax: 416-535-3843 Toll-Free: 1-877-323-6226 Email: espresso@faema.ca Website: www.faema.ca Main Products: Importer and distributor for Moretti Forni, commerical electric and gas pizza ovens. We also carry a complete line of espresso/cappuccino machines and cafe/pizza parlour refrigerated equipment.

FINICA FOOD SPECIALTIES LTD 65 Superior Blvd Mississauga, ON L5T2X9 Tel: 905-696=2770 Fax: 905-6967240 Email: ctos@finica.on,ca Website: www.finica.com Main Products: Imported Cheese & Grocery Specialists. CELEBRITY Goat cheese, ZERTO fresh mozzarella & other specialty cheeses. Direct from Italy: MENU, PIVETTI “00”, FRUTTO D’ITALIA. Unique grocery items and cheeses from around the globe.

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 Main Products: 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 Fax: 905-563-8711 Toll-Free: 1-800-263-5486 Email: hsnajdman@jadeemeats.com Website: www.jadeemeats.ca Main Products: Dry Cure & Cooked Pepperoni, Pizza Toppings, Cooked & Smoked Meats.

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LLOYD INDUSTRIES, INC. – P/U LOGO PAGE 25 JULY 2014 3808 N. Sullivan Rd., Bldg 25-J Spokane Valley, WA 99216 Tel: 509-468-8691 Fax: 509-467-1381 Email: sales@lloydpans.com Website: www.lloydpans.com Main Products: 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 for any project. LYNCH FOODS LIMITED 72 Railside Rd Toronto, ON M3A 1A3 Tel: 416-449-5464 Email: info@lynchfoods.ca Website: www.lynchfoods.ca

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 Main Products: 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. Vaughan, ON L4K 5T7 Tel: 905-660-0010 Email: info@mimifoods.ca Website: www.mimifoods.ca Main Products: Pizza Dough Ball (White, Caputo ‘00’, Whole Wheat, Amazing Grains), Pizza Crusts, Focaccia’s, Panouzzo Bread, Panouzzo Sliders Buns, Flatbreads, Custom Formulations, BRC Certified, 2012 Grocery Grand Prix Winner for Innovation

Canada distributed by

Canada

MORETTI FORNI (EURO MILAN DISTRIBUTING) 115 Matheson Blvd. East Mississauga, ON L4Z 2Y5 Tel: 905-501-8600 Fax: 905-501-9737 Toll-Free: 1-855-544-8600 Email: info@morettiforni.ca Website: www.morettiforni.ca Main Products: 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 48150-1323 Tel: 734-266-2022 Fax: 734-266-2121 Email: peels@mrpeel.com Website: www.mrpeel.com Main Products: Wood and Aluminum Baking Peels, Laminate Boards, Bakery Supplies and Restaurant Smallwares. Custom orders welcome.

buyers guide 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 Main Products: Smallwares, delivery products, shelving, cooking equipment, pizza tools, thermal bags, heated delivery, ovens, and bakery supplies.

NUTRASUN FOODS LTD. 6201 E Primrose Green Drive Regina, SK S4V 3L7 Tel: 204-926-9566 Email: info@nutrasunfoods.com Website: www.nutrasunfoods.com Main Products: NutraSun Foods Ltd. is a high-quality supplier of organic and conventional bakery products, including flour (hard white wheat and hard red spring), dough conditioner, and whole grains.

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 customblended Pizza mixes. P & H Milling -Halifax also produces private label flour, mixes and bases.

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 Main Products: 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 – ONTARIO REGION 1060 Fountain St. N Cambridge, ON N3E 0A1 Tel: 519--650-6422 Toll-Free: 1-800-621-0588 Email: rfursman@phmilling.com Website: www.phmilling.com Main Products: Pizza Flours, Whole Wheat Flour, White Flour, White Whole Wheat Flour, Whole Grain Flour, Organic Wheat Flour, Durum Semolina. Our sales force will assist in sourcing the best products to meet your needs and will provide timely market information to secure your requirements. Products are delivered on a fleet of company owned and operated trucks and tankers in addition to a wide distributor network.

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 Website: www.phmilling.com Main Products: 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 Fax: 514-934-5069 Toll-Free: 1-866-934-3234 Email: rblais@phmilling.com Main Products: 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 custom-blended Pizza mixes. P & H Milling -Halifax also produces private label flour, mixes and bases.

PARMALAT CANADA 405 The West Mall, 10th Floor Etobicoke, ON M9C 5J1 Tel: 416-626-1973 Website: www.parmalat-foodservice.ca Main Products: 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.

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 Main Products: 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.

PICARD OVENS 240 Boulevard Industriel Saint-Germain-de-Grantham, QC J0C 1K0 Tel: 819-395-5151 Email: info@picardovens.com Website: www.picardovens.com Main Products: Canadian Manufacturer known for its innovative Pizza and Bakery Ovens. Picard Ovens makes industry leading Revolving Tray Ovens and Stone Conveyor Pizza Ovens. 100% Made in Canada.

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buyers guide

REDIHEAT, INC. 5386 Majestic Parkway, Unit 6 Cleveland, OH 44146 Tel: 1-888-556-2024 Email: dave@rediheat.com Website: www.rediheat.com Main Products: 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.

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 Main Products: Pizza Products (dough balls, sheeted dough, oven rising, par bake, and flatbreads), Par Baked Breads and Rolls (Panini, Ciabatta, Focaccia, Sesame/Poppy, Italian, French, Rye, Multigrain, Kaiser, Artisan, Hoagie/Sub, Brioche, Slider, Sourdough)

STANISLAUS FOOD PRODUCTS 1202 D Street Modesto, CA 95354 Tel: 800-327-7201 Fax: 209-522-7519 Website: www.stanislaus.com Main Products: 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. THUNDERBIRD FOOD MACHINERY INC. 4602 Brass Way, Dallas, TX 75052 401-17665-66A Ave. Surrey, BC V3S 2A7 Tel: 214-331-3000 Fax: 214-331-3581 Toll-Free: 1-866-764-9377 Email: tbfm@tbfm.com Website: www.thunderbirdfm.com Main Products: Main Products/ Services: Thunderbird mixers, dough sheeters, meat grinders, bread slicers

E q u i p m e n t a n d Te c h n o l o g y f o r t h e B a k e r y I n d u s t r y

REISER (CANADA) LTD. 1549 Yorkton Court Burlington, ON L7P 5B7 Tel: (905) 631-6611 Fax: 905-631-6607 Email: salesCN@reiser.com Website: www.reiser.com Main Products: The high-speed, multi-outlet Vemag pizza dough divider from Reiser produces a wide range of exact weight portions across multiple lanes – upwards of 2,400 dough balls per minute. RICCO FOOD DISTRIBUTOR One Ricco Place Strathroy, ON N7G 3H8 Tel: 519-245-7081 Fax: 519-245-7126 Toll-Free: 1-800-247-4226 Email: donjr@riccofoods.com Main Products: Pizza & restaurant food needs.

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 Fax: 905-549-1196 Toll-Free: 1-800-263-6536 Email: hamoffice@salernodairy.com Website: salernodairy.com

28 pizza JULY/AUGUST 2015

SHAFER-HAGGART LTD. 1100 Melville St Vancouver, BC V6E 4A6 Tel: 604-669-5512 Fax: 604-669-9554 Email: info@shafer-haggart.com Website: www.shafer-haggart.com Main Products: 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 Fax: 905-547-3107 Toll-Free: 1-888-824-3012 Email: smi@on.aibn.com

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 Main Products: 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 Tel: 450-665-6100 Fax: 450-665-7100 Toll-Free: 1-800-663-5492 Email: info@silaviau.com Website: www.viausila.com

PIZZA EQUIPMENT AUTOMATED PIZZA EQPT.

CARTS

DOUGH MIXERS

Moretti Forni Reiser (Canada) Ltd Russell Food Eqpt. Ltd.

Johnson-Rose Inc. Lloyd Industries Inc. Mr. Peel Inc. National Marketing Inc. Russell Food Eqpt. Ltd.

Faema Canada G. Cinelli-Esperia Corp. Johnson-Rose Inc. Moretti Forni Russell Food Eqpt. Ltd. Thunderbird Food Mach. Inc.

BAGEL EQUIPMENT

Reiser (Canada) Ltd BAKE SHEETS

Dutchess Bakers’ Mach. Co. G. Cinelli-Esperia Corp. Johnson-Rose Inc. Lloyd Industries Inc. Moretti Forni Ricco Food Distributor Russell Food Eqpt. Ltd. Thunderbird Food Mach. Inc. Valley Metal Products BAKERS BOARDS

G. Cinelli-Esperia Corp. Russell Food Eqpt. Ltd. BAKING STONES

G. Cinelli-Esperia Corp. Mr. Peel Inc. National Marketing Inc. Russell Food Eqpt. Ltd. BARBECUE EQPT.

Russell Food Eqpt. Ltd. BEER EQPT.

Russell Food Eqpt. Ltd. BEVERAGE DISPENSERS

Russell Food Eqpt. Ltd.

CATERING EQPT.

Russell Food Eqpt. Ltd.

DRYERS

CHEESE HANDLERS

Russell Food Eqpt. Ltd.

ICE EQPT.

CONVEYORS

G. Cinelli-Esperia Corp. Russell Food Eqpt. Ltd.

Russell Food Eqpt. Ltd. Thunderbird Food Mach. Inc.

Picard Ovens Russell Food Eqpt. Ltd.

FILTERS

ICED BEVERAGE EQPT.

G. Cinelli-Esperia Corp. Johnson-Rose Inc. Ricco Food Distributor Russell Food Eqpt. Ltd.

INFRA-RED LAMPS

CUTTING BOARDS

Johnson-Rose Inc. Lloyd Industries Inc. Mr. Peel Inc. National Marketing Inc. Russell Food Eqpt. Ltd. DELIVERY VEHICLES

Johnson-Rose Inc. DISHWASHING EQPT.

Johnson-Rose Inc. Russell Food Eqpt. Ltd.

DISPENSERS

BROILERS

Russell Food Eqpt. Ltd. BUCKET OPENERS

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

Johnson-Rose Inc. Ricco Food Distributor Russell Food Eqpt. Ltd. CAPPUCCINO EQPT.

Faema Canada Russell Food Eqpt. Ltd.

Reiser (Canada) Ltd Russell Food Eqpt. Ltd. DISPLAY CASES

FIRE EXTINGUISHING

Russell Food Eqpt. Ltd. FOOD FINISHERS

Russell Food Eqpt. Ltd. JUICERS

Russell Food Eqpt. Ltd. KNIFE SHARPENERS

Johnson-Rose Inc. Russell Food Eqpt. Ltd.

FOOD PROCESSORS

MENU BOARDS

FREEZERS

G. Cinelli-Esperia Corp. Russell Food Eqpt. Ltd. FREEZING SYSTEMS

G. Cinelli-Esperia Corp. Russell Food Eqpt. Ltd. FROZEN DESSERT EQPT.

Russell Food Eqpt. Ltd.

Faema Canada Russell Food Eqpt. Ltd.

DOUGH EQPT.

FRYERS

Dutchess Bakers’ Mach. Co. Faema Canada G. Cinelli-Esperia Corp. Lloyd Industries Inc. Middleby-Marshall Moretti Forni Mr. Peel Inc. National Marketing Inc. Reiser (Canada) Ltd Ricco Food Distributor Russell Food Eqpt. Ltd. Thunderbird Food Mach. Inc.

Russell Food Eqpt. Ltd.

Russell Food Eqpt. Ltd. Reiser (Canada) Ltd Russell Food Eqpt. Ltd.

Russell Food Eqpt. Ltd. GRIDDLES

Russell Food Eqpt. Ltd. Grinders Reiser (Canada) Ltd Russell Food Eqpt. Ltd. HEAT LAMPS

Johnson-Rose Inc. Moretti Forni Russell Food Eqpt. Ltd.

Reiser (Canada) Ltd PANZAROTTI EQPT.

Moretti Forni

Dutchess Bakers’ Mach. Co. Faema Canada G. Cinelli-Esperia Corp. Lloyd Industries Inc. Middleby-Marshall Moretti Forni Mr. Peel Inc. National Marketing Inc. Picard Ovens Reiser (Canada) Ltd Ricco Food Distributor Russell Food Eqpt. Ltd. Thunderbird Food Mach. Inc. Valley Metal Products

FILTER SYSTEMS

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

PACKAGING MACHINERY

Faema Canada Russell Food Eqpt. Ltd.

Faema Canada

COOKWARE

Reiser (Canada) Ltd

PASTA EQPT.

Faema Canada Russell Food Eqpt. Ltd.

ESPRESSO EQPT.

PACKAGING EQPT.

HOT BOXES

COFFEE EQPT.

Reiser (Canada) Ltd

Faema Canada Russell Food Eqpt. Ltd.

Russell Food Eqpt. Ltd.

Check Corp. Covertex Corp. Mr. Peel Inc. National Marketing Inc. RediHeat, Inc. Russell Food Eqpt. Ltd. Covertex Corp. RediHeat, Inc. Russell Food Eqpt. Ltd.

BINS

BLENDERS

HEATED DELIVERY SYSTEMS

PIZZA MAKING EQPT.

PLASTIC BOXES

Valley Metal Products

Lloyd Industries Inc. Russell Food Eqpt. Ltd.

MOBILE KITCHENS

RACKS

Dutchess Bakers’ Mach. Co. Faema Canada Moretti Forni Russell Food Eqpt. Ltd.

G. Cinelli-Esperia Corp. Lloyd Industries Inc. National Marketing Inc. Russell Food Eqpt. Ltd.

OVEN ACCESSORIES

RANGES

G. Cinelli-Esperia Corp. Lloyd Industries Inc. Moretti Forni Mr. Peel Inc. National Marketing Inc. Russell Food Eqpt. Ltd.

Russell Food Eqpt. Ltd. REFRIGERATION SYS.

Faema Canada Russell Food Eqpt. Ltd. REFURBISHED EQPT.

OVENS

Earthstone Ovens Faema Canada G. Cinelli-Esperia Corp. Middleby-Marshall Moretti Forni Mr. Peel Inc. National Marketing Inc. Picard Ovens Ricco Food Distributor Russell Food Eqpt. Ltd.

G. Cinelli-Esperia Corp. Russell Food Eqpt. Ltd. RESTAURANT EQPT.

Faema Canada Lloyd Industries Inc. Middleby-Marshall Moretti Forni Mr. Peel Inc. Russell Food Eqpt. Ltd. Thunderbird Food Mach. Inc.

JULY/AUGUST 2015 pizza 29

PIZZA EQUIPMENT ROASTING EQPT.

SLICERS/DICERS

TOASTERS

TUNNELS

WASTE DISPOSERS

Russell Food Eqpt. Ltd.

G. Cinelli-Esperia Corp. Lloyd Industries Inc. Reiser (Canada) Ltd Russell Food Eqpt. Ltd.

Russell Food Eqpt. Ltd.

Moretti Forni Russell Food Eqpt. Ltd.

Russell Food Eqpt. Ltd.

Dutchess Bakers’ Mach. Co. G. Cinelli-Esperia Corp. Picard Ovens Reiser (Canada) Ltd Russell Food Eqpt. Ltd.

USED EQPT.

G. Cinelli-Esperia Corp. Russell Food Eqpt. Ltd.

TRAYS

Russell Food Eqpt. Ltd.

SCALES

Dutchess Bakers’ Mach. Co. G. Cinelli-Esperia Corp. Johnson-Rose Inc. Russell Food Eqpt. Ltd. SHELVING

G. Cinelli-Esperia Corp. Johnson-Rose Inc. Mr. Peel Inc. National Marketing Inc. Russell Food Eqpt. Ltd. SINKS

G. Cinelli-Esperia Corp. Russell Food Eqpt. Ltd.

SMOKERS

Reiser (Canada) Ltd STOVES

Russell Food Eqpt. Ltd. TABLES

G. Cinelli-Esperia Corp. Johnson-Rose Inc. Russell Food Eqpt. Ltd. Valley Metal Products

TORTILLA EQPT.

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

G. Cinelli-Esperia Corp. Moretti Forni Russell Food Eqpt. Ltd. UTENSILS VENDING MACHINES

Russell Food Eqpt. Ltd.

WATER BLENDING UNITS

WATER HEATERS

Russell Food Eqpt. Ltd. WEIGH SCALES

G. Cinelli-Esperia Corp. Johnson-Rose Inc. Russell Food Eqpt. Ltd.

WASHERS

Ricco Food Distributor Russell Food Eqpt. Ltd.

SUPPLIES & SERVICES ADVERTISING SPECIALTIES Ricco Food Distributor APRONS & BIBS

Johnson-Rose Inc. Russell Food Eqpt. Ltd. BAGS

Check Corp. Continental Food Prod. Inc. Covertex Corp. Johnson-Rose Inc. National Marketing Inc. 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

Ricco Food Distributor Saputo Dairy Products CLEANING TOOLS

Johnson-Rose Inc. Russell Food Eqpt. Ltd. Saputo Dairy Products CONSULTING SERVICES

Guelph Food Technology Centre DELIVERY SYS.

Check Corp. Covertex Corp. RediHeat, Inc. DESIGN

Lloyd Industries Inc. Russell Food Eqpt. Ltd. DINNERWARE

Johnson-Rose Inc. Russell Food Eqpt. Ltd.

30 pizza JULY/AUGUST 2015

DOUGH BOXES

Lloyd Industries Inc. Moretti Forni Mr. Peel Inc. National Marketing Inc. Ricco Food Distributor Russell Food Eqpt. Ltd. EDUCATIONAL MATERIALS

Guelph Food Technology Centre

MATS

PLATE COVERS

Johnson-Rose Inc. Russell Food Eqpt. Ltd.

Russell Food Eqpt. Ltd.

MENU COVERS

Johnson-Rose Inc.

G. Cinelli-Esperia Corp. Russell Food Eqpt. Ltd.

NAPKINS

SERVICE BAKING EQPT.

Continental Food Prod. Inc. Ricco Food Distributor

REPAIRS & SERVICES

G. Cinelli-Esperia Corp. Russell Food Eqpt. Ltd. SMALLWARES

Johnson-Rose Inc. Mr. Peel Inc. National Marketing Inc. Russell Food Eqpt. Ltd.

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

Johnson-Rose Inc. Ricco Food Distributor Russell Food Eqpt. Ltd.

PAN COATINGS

THERMOMETERS

LIDS

PAPER PRODUCTS

FORMS

Ricco Food Distributor FURNITURE/INTERIORS

Valley Metal Products GLOVES

Lloyd Industries Inc. National Marketing Inc. Ricco Food Distributor Valley Metal Products LUBRICANTS

Ricco Food Distributor

OVEN MITTS

G. Cinelli-Esperia Corp. Lloyd Industries Inc. Continental Food Prod. Inc. Ricco Food Distributor Saputo Dairy Products PIZZA PADS

Ricco Food Distributor

Johnson-Rose Inc. Mr. Peel Inc. National Marketing Inc. Russell Food Eqpt. Ltd. TRAYS

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

FOODS & INGREDIENTS APPETIZERS Finica Food Ricco Food Distributor Saputo Dairy Products

CONDIMENTS Finica Food Lynch Foods Limited Saputo Dairy Products

BAKING INGREDIENTS Finica Food NutraSun Foods Ltd. Parmalat Canada Parrheim Foods Ricco Food Distributor Saputo Dairy Products

CROUTONS Ricco Food Distributor

BAKING POWDER Ricco Food Distributor Saputo Dairy Products BEVERAGES (COLD) Lynch Foods Limited Parmalat Canada Ricco Food Distributor Salerno Dairy Prod. Saputo Dairy Products BEVERAGES (HOT) Faema Canada Lynch Foods Limited Parmalat Canada Ricco Food Distributor Saputo Dairy Products BREAD PRODUCTS ADM Milling Company Ardent Mills Mimi Food Products Inc. Ricco Food Distributor Rich Products BREADING Ricco Food Distributor Saputo Dairy Products CANDY Saputo Dairy Products CHEESE Agropur, Cheese and Ingredients Division Arla Foods Finica Food Parmalat Canada Ricco Food Distributor Salerno Dairy Prod. Saputo Dairy Products CHEESE ALTERNATIVES Ricco Food Distributor CHICKEN Ricco Food Distributor Saputo Dairy Products

CRUST CRISPER Ricco Food Distributor CRUST MIXES ADM Milling Company Ardent Mills CRUSTS Ardent Mills Mimi Food Products Inc. Ricco Food Distributor Rich Products Saputo Dairy Products DAIRY PRODUCTS Ricco Food Distributor Salerno Dairy Prod. Saputo Dairy Products DESSERT TOPPINGS Lynch Foods Limited Ricco Food Distributor Rich Products DESSERTS Ardent Mills Parmalat Canada Ricco Food Distributor Rich Products Saputo Dairy Products Desserts (Frozen) Parmalat Canada Rich Products Saputo Dairy Products DOUGH Ardent Mills Lesaffre Yeast Corp. Mimi Food Products Inc. NutraSun Foods Ltd. Ricco Food Distributor Rich Products Salerno Dairy Prod. Saputo Dairy Products EGGS Ricco Food Distributor FLAVOURS Lesaffre Yeast Corp. FLOUR ADM Milling Company Ardent Mills Faema Canada Finica Food Moretti Forni

NutraSun Foods Ltd. P & H Milling Group - Ontario Region Parrheim Foods Ricco Food Distributor Salerno Dairy Prod. Saputo Dairy Products FROZEN BAKED GOODS Mimi Food Products Inc. Rich Products Saputo Dairy Products FROZEN PIZZA Mimi Food Products Inc. Ricco Food Distributor Rich Products FRUIT Shafer-Haggart Ltd. GARLIC Ricco Food Distributor Salerno Dairy Prod. Saputo Dairy Products HERBS Ricco Food Distributor Salerno Dairy Prod. Saputo Dairy Products MEAT PRODUCTS Burke Corp. Jadee Meat Prod. Ltd. Ricco Food Distributor Rich Products Saputo Dairy Products MEATBALLS Burke Corp. 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 Lynch Foods Limited NutraSun Foods Ltd. Ricco Food Distributor

OLIVE OIL Ricco Food Distributor Salerno Dairy Prod. Saputo Dairy Products PASTA PRODUCTS Ricco Food Distributor Rich Products Salerno Dairy Prod. Saputo Dairy Products POTATOES Ricco Food Distributor PREPARED FOODS Ricco Food Distributor PRETZELS Ricco Food Distributor PROSCIUTTO Salerno Dairy Prod. Saputo Dairy Products SALAD DRESSINGS Lynch Foods Limited Ricco Food Distributor Salerno Dairy Prod. Saputo Dairy Products SANDWICH ITEMS Finica Food Rich Products SAUCES Finica Food Harvest-Pac Products Inc. Lynch Foods Limited Parmalat Canada Ricco Food Distributor Salerno Dairy Prod. Saputo Dairy Products Stanislaus Food Products SEAFOOD Shafer-Haggart Ltd. Seasonings Ricco Food Distributor Saputo Dairy Products

SOUPS Lynch Foods Limited Ricco Food Distributor SOY PRODUCTS Moretti Forni Parmalat Canada SPICES Ricco Food Distributor Saputo Dairy Products SYRUPS Lynch Foods Limited Ricco Food Distributor Saputo Dairy Products TOMATOES & PROD. Escalon Premier Brands Finica Food Saputo Dairy Products Shafer-Haggart Ltd. TOPPINGS Burke Corp. Finica Food Harvest-Pac Products Inc. Jadee Meat Prod. Ltd. Ricco Food Distributor Rich Products Salerno Dairy Prod. Saputo Dairy Products Shafer-Haggart Ltd. Springer’s Meats Inc. Stanislaus Food Products Viau Foods Inc. VEGETABLES Finica Food Ricco Food Distributor Saputo Dairy Products Shafer-Haggart Ltd. YEAST Lesaffre Yeast Corp. Ricco Food Distributor Salerno Dairy Prod. Saputo Dairy Products

NUTS Ricco Food Distributor OILS & SHORTENINGS Ricco Food Distributor Salerno Dairy Prod. Saputo Dairy Products

JULY/AUGUST 2015 pizza 31

pizzabites

Restaurant consumers expect more from tech n only a few short years, digital amenities like online ordering and mobile payment have gone from futuristic novelties to modern necessities for restaurant consumers, and new research from Technomic Inc. confirms that people expect more from a brand’s technology offerings than ever before. The Chicago-based market research firm reported in a recent white paper that several smartphone-enabled conveniences have become very important to restaurant consumers, especially millennials. While digital pioneers like the national pizza chains are recognized for well-integrated technology, overall relatively few consumers strongly agree that a restaurant they recently visited used technology to improve their experience, indicating a big opportunity across the industry. “Technology-friendly service in restaurants has become important to consumers broadly, and to Millennials and Generation Z customers, it’s essential,” said Colleen Rothman, manager of consumer insights for Technomic, in a news release. “Consumers will continue to look to pizza chains and fast-casual brands for the latest and greatest digital platforms, but they also will expect all restaurants to integrate

many technologies that have become a fact of daily life everywhere. Mobile apps for loyalty points and rewards, free Wi-Fi, and mobile ordering and payment will grow more important in the years ahead.” According to over 100,000 consumers polled by Technomic’s Consumer Brand Metrics program, nearly two in five called loyalty and rewards programs important or very important to their decision to visit a restaurant. The percentage was even greater for millennial customers, 50 per cent of whom called digital-loyalty offerings important for limited-service restaurants and 53 per cent for full-service restaurants. Millennials also attached greater importance than the overall population to free Wi-Fi, online or mobile ordering, and mobile payment, regardless of restaurant industry segment.

Consumer Brand Metrics also surveyed people about their most recent occasion to one of 134 restaurant brands and sought their ratings for three technology-related attributes: the integration of technology into the ordering process, the ability to pay for an order using technology, and whether a restaurant’s use of technology improved the guest experience. Composite scores of the three attributes found fast-casual restaurants boasted the best segment average, with 34 per cent of consumers rating them highly, compared with 32 per cent for quick service and 30 per cent for full service. The fast-casual and quick-service sectors also outperformed the full-service segment on their average ratings for integration of technology into the ordering process. Several fast-casual brands are leading the charge into the adoption of touchscreen ordering kiosks. In full service, interactive menus and gaming platforms on tablets helped drive strong consumer ratings. However, each industry segment has opportunities for growth in one crucial metric. Only 13 per cent of quick-service, fast-casual and full-service consumers strongly agreed, “This restaurant’s use of technology improves my experience.”

CFIB supports bill to ease succession planning new private member’s bill could save Canadian small business owners money when transferring their business to a family member, the Canadian Federation of Independent Business said in a news release. Under the current system, it is more expensive for a business owner to sell to their own family members than to a third party, the association said. Liberal MP Emmanuel Dubourg’s Bill C-691 proposes changes to the Income Tax Act that will ease the tax burden on business owners seeking to pass their business on to their children or grandchildren, said the Canadian Federation of Independent Business (CFIB). “Many small business owners tell us that tax rules discourage them from passing on their firm to their children and encourage selling to a stranger,” said CFIB president Dan Kelly, president. “Mr. Dubourg’s bill corrects this unfairness and will help small business owners ensure their firm remains locally owned, creating and protecting local jobs.” Only half of small business owners have a planned succession,

32 pizza JULY/AUGUST 2015

and of those, 76 per cent plan to exit their businesses in the next 10 years and the bill is a positive step forward for Canada’s small businesses, the CFIB said.

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Advertisers Index Company

Page #

Annex Bookstore ...................................................24 Annex Circulation ..................................................23 Ardent Mills ............................................................9 Burke.....................................................................11 Buyers Guide................................................... 25-31 Canadian Pizza Show/Chef .............................. 18-19 Finica Foods ..........................................................14 Heinz .......................................................................7 Middleby Marshall.................................................35 Pizza with a Purpose .............................................21 Ricco Food Distributor ..........................................14 Salerno..................................................................21 Saputo ..................................................................36 Springer’s Meats ...................................................21 Stanislaus ........................................................4 & 5 Viau Food ................................................................2 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.

JULY/AUGUST 2015 pizza 33

the pizza chef

Maximum wage, minimum effort Diana Cline

y now we must all be feeling the pinch on our bank accounts because of the rise of minimum wage across the country. Here in Manitoba, we’re at $10.70 an hour. For the record, I’ve always paid my best staff more than minimum wage. In fact, most of my best staff were already earning $10.70 an hour. But last October, when minimum wage increased again, suddenly, overnight, my best staff were earning the same hourly wage as green staff. It wouldn’t be so outrageous if my company hadn’t already invested an enormous amount of paid training hours for the stars to become stars. These individuals, who invested in themselves and applied the knowledge from their training, were rewarded with a higher wage. I know what you’re thinking: life’s not fair, as we veterans of the food industry know all too well. But what of these young, impressionable individuals who make up the majority of our workforce? They’ve grown up in a school system where they get a ribbon just for participating or a certificate just for showing up. Somewhere down the line, the focus changed from instilling pride in working for and attaining a goal to preventing feelings of loss among all who participated. Perhaps no one knew what harm this would cause, but in actuality it took away the thrill of victory and the pain of defeat. It took away the purpose of aiming high, since the bar is now so low. So what’s become of the winners whose extra efforts are now marginalized with the “also showed up”? What happens to my star staff who excelled above the rest because they want to do their best, no matter what it is they’re doing? I’ll tell you what happens: they feel unappreciated and defeated because all their hard work and advancement

34 pizza JULY/AUGUST 2015

now earns them the same as a new hire. I’ve noticed for some time now that the basic skill set of new hires has declined. It used to be that you hired a 16-year-old and they knew how to wash dishes, sweep a floor, mop a floor and make eye contact with a customer. They knew the basics because their home life included household chores. They instinctively knew to be polite to each other, to their managers and to customers. They knew that having a job meant doing the work, not just showing up when they felt like it. Nowadays we no longer assume a new hire has any of these basic skills. I have witnessed more than one new staff member run cold water over a dirty container for 10 minutes and then put it on the shelf to dry. Not long ago, I had to show a new hire how to fill up a mop pail with hot soapy water so they could mop the floor. Then I had to show them how to mop the floor; they just stood there, frozen. I think they expected the mop to magically do the job by itself. How is it possible that a 17-yearold has never washed a floor? Or properly washed dishes? Schools have adopted this misguided mentality for grading. I recently read an article about how many schools are no longer failing students because they are afraid of hurting their self-esteem. They’re worried about how students will feel if they don’t move forward with their peers. This has been going on for several years, so it’s no wonder the majority of our new hires have difficulty with basic math. But now, what about the teenager who after three weeks of training still doesn’t meet our minimum expectations? And when I say minimum expectations, I mean basic food-handling procedures. You just can’t cut corners where food-handling is

concerned. Someone is going to get sick, and it’s your reputation that will suffer the most. Will this be the first time he’ll ever be told he’ll have to do better? What’s worse, he won’t understand why he has to be let go. Technically, he did show up. Technically he did wash the dishes and the floor, although someone else had to redo his work. But in his mind, he must wonder why he can’t just have the ribbon? Will I be called a hard taskmaster and a terrible boss? Will this be the first blow to his self-esteem? Am I to keep this employee on my payroll indefinitely because I am afraid to hurt his feelings? Not likely. I don’t treat teenagers like toddlers. My generation went to a different school, and if these kids want to be employed by my company long term, they must complete the tasks of their job to my satisfaction. The restaurant business is not a business of one, and, personally I am tired of hiring teenagers who say they need a job yet don’t put any effort into the work or don’t even show up for shifts. It’s my experience that doing a job well always builds self-esteem. I’ve always felt my employees are an investment, and that in order for my company to make great pizza, we need great people. But an ever-increasing minimum wage makes it difficult for a one-shop operator to find and bring out the best in its people. Maybe I will start handing out ribbons. • Diana Cline is a two-time Canadian Pizza Chef of the Year champion, internationally recognized gourmet pizzaiolo, owner of Diana’s Cucina & Lounge in Winnipeg and a director for the CRFA (now Restaurants Canada) from 200913. In addition to creating award-winning recipes, Diana is also a consultant to other pizzeria owner/operators in menu development, creating systems to run a pizzeria on autopilot, along with marketing and positioning to help operators grow their business effectively and strategically. She is available for consulting on a limited basis, for more information contact her at dianaslcline@gmail.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