Issuu

PM40065710 Return Undeliverable Canadian Addresses To Circulation Dept. P.O. Box 530 Simcoe, On N3Y 4N5 E-Mail: cnowe@annexweb.com

Volume 14 Issue 7 November 2008

11 RISK BRINGS REWARD

Executive chef Jason Symington takes aim at government’s nutrition regulations.

12 OUTWIT YOUR COMPETITION 6

Use low-cost marketing to gain market share over your competitors.

14 SEVEN PUBLIC RELATIONS SECRETS Putting the effort into getting your pizzeria noticed.

16 COMMUNICATE WITH 10

LASER ACCURACY Research shows that 80 per cent of people feel that they could achieve better results if they were able to communicate better.

23 FIRE UP YOUR EMPLOYEES The Gallup Organization indicates approximately 60 per cent of your employees do just enough at work not to be fired. 23

DEPARTMENTS 4

editor’s desk

pizza bites

canadian pizza online

the pizza chef

making dough

just pizza

marketing insights

guest column

pizza on fire

www.canadianpizzamag.com NOVEMBER 2008 pizza 3

from the editor’s desk November 2008, Vol. 14, No. 7

Total recall

Editor Cam Wood cwood@annexweb.com 888-599-2228 ext. 241 National Advertising Manager Christine Livingstone clivingstone@annexweb.com 888-599-2228 ext. 239

he widespread concern over the state of our food safety continues to dominate headlines. We could go on about the scientifics of it all, jump on the blame bandwagon, and such; but the real issue of what it all means to the pizza market on a day to day basis is fairly clear. While Canadians have not traditionally been as xenophobic as our neighbours to the south, issues like this are likely to give rise to a more demanding consumer on the origins of their food. At the end of September, the United States Department of Agriculture’s country-of-origin-labelling law came into effect. And while targeted specifically at the retail level, the law is surely set to expand into greater purpose. Processed foods have been spared in the initial guidelines; meaning such items as tomato sauces, meatballs, sausages and mixed-product packages (vegetables) do not fall under these guidelines … yet. Nor has the commercial food sector been affected … yet. But there is little doubt that this legislation will be expanded into the foodservice industry, given that a 2007 Consumer Reports survey revealed that 92 per cent of Americans support the law. What does that mean for Canadian pizzerias? Our culture is influenced by the trends of the western world’s largest consumer market, so it’s likely we will see this same brand of legislation come our way. Canadian producers will already be coping with the cost of introducing this change to their exports. But more so, consumers in Canada rarely live in a Made-in-Canada bubble.They take note, and begin to ask questions. As early as July – before the Listeria bacteria was found – an Associated

W T

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Press-Ipsos poll found that 46 per cent of consumers were concerned they may get sick from eating contaminated food. The survey also revealed that 86 per cent of respondents said produce should be labelled so it can be tracked all the way back to the farm gate. A clear 56 per cent added that they believe there are not enough inspectors to keep us safe from tainted imports. It’s very likely that many of you have been answering questions on the source of your cheese and meat products since the outbreak of Listeria across Canada in August. Cheese companies in Quebec have shuttered their operations because of it, and the provincial government is responding with a total aid package to the tune of $19.7 million. Chinese dairy products, American tomatoes, Mexican peppers and Canadian beef, have all suffered through terrible food safety issues of late. But in tragedy comes opportunity – the opportunity to distinguish yourself from the competition. Wouldn’t it be a great addition to the strength of your brand to be known as the pizzeria with the answers, not on consumers’ hunger, but on consumers’ thirst for knowledge? As independents, you have control over the source of your ingredients – and first-hand knowledge of what is going on your customers’ pies and its origins. Being proactive, and sharing that information quickly and readily will go a long way to easing the concerns your customers may have over food safety. Or do you think the counter staff at the large chains can answer those same questions better than you? •

Sales Assistant Laura Price lprice@annexweb.com 888-599-2228 ext. 219 Production Artist Emily Sun Editorial Director Drew McCarthy dmccarthy@annexweb.com VP/Group Publisher Diane Kleer dkleer@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 e-mail: cnowe@annexweb.com Periodicals postage paid at Buffalo, NY. USPS 014-059, ISSN 1203-6838. Published eight times per year (Jan/Feb, Mar, Apr/May, Jun, Jul/Aug, Sept/Oct, Nov, Dec), by Annex Publishing & Printing Inc. U.S. Office of publication c/o DDM Direct.com, 1223 William St., Buffalo, NY 14240. U.S. Postmaster send address change to P.O. Box 1042, Niagara Falls, NY 14304 Printed in Canada ISSN 1203-6838 Circulation e-mail: cnowe@annexweb.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 $ 19.26 (includes GST - #867172652RT0001) USA – 1 Year $ 40.00 From time to time, we at Canadian Pizza Magazine make our subscription list available to reputable companies and organizations whose products and services we believe may be of interest to you. If you do not want your name to be made available, 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. ©2008 Annex Publishing & 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 Card Fees: ‘Out of control’

mama rosa

oronto, Ont. – Canada’s merchants and small business owners say the cost of handling credit card transactions is soaring out of control and they want federal election candidates to take a position on it. Both the Retail Council of Canada and Canadian Federation of Independent Business issued statements yesterday to raise public awareness of the problem. The groups say such fees cost Canadians $4.5 billion last year in higher prices and lower profit margins. The Retail Council took the unusual step of calling for government regulation, This monthʼs trivia question: and the Federation of Independent BusiWhat percentage of jobs ness, which usually opposes government

Hello everyone! Mama Rosa here. What a smart bunch of pizzaiolos we have in Canada! I sure hope you are staying cool in those steaming hot kitchens. So, I hope you’re ready for this month’s trivia contest question. Remember, it’s easy – I’ll ask the question and you find the answer somewhere in this month’s issue of Canadian Pizza magazine. Then fax, mail or e-mail your answer to me. If I pick your name from the answer bag, you win!

Are you ready? This month’s trivia ques- will be lost in the next five tion is: What peryears due to retirement? centage of jobs will be lost in the next five years due to retirement? Deadline is November 21, 2008 e-mail: pizza@annexweb.com Fax: 519-429-3094, Attn: Mama Rosa Mail: Mama Rosa, Canadian Pizza Magazine, P.O Box 530 105 Donly Drive South Simcoe, ON N3Y 4N5

did you know? Research shows that 80 per cent of people feel that they could achieve better results if they were able to communicate better. See page 16 for ways to improve your skills.

6 pizza NOVEMBER 2008

intervention, called for a more modest government “review” of the situation. In response to the allegations, both Visa Canada and MasterCard Canada issued written statements defending their business practices, saying consumers and merchants both benefit from the speed and convenience credit cards offer. They said spokespersons for the card companies were not available to answer further questions. Canadians pay among the highest credit card fees in the world, said Diane Brisebois, president and CEO of the Retail Council. “We’re one of the few countries in the world where the government hasn’t seriously looked at this and decided to regulate.”

Saskatchewan welcomes help

ecognizing the growing labour shortages in the foodservice and hospitality industries, Saskatchewan has expanded its Immigrant Nominee Program (SINP) to include hotel housekeeping staff and food and beverage servers on temporary work permits. This pilot project will make it possible for temporary foreign workers in the hospitality sector to apply for nomination for permanent residency. To apply, the employee must have a minimum of six months of work experience with an approved employer in Saskatchewan. “We’re very pleased that the provincial and federal governments are taking steps to address the acute labour shortage in foodservice and hospitality,” says Courtney Donovan, CRFA’s vice-president for Manitoba-Saskatchewan.

“We’re dealing with a people shortage, not just a skills shortage. Programs like the one announced contribute to continued investment and job creation by hospitality operators in Saskatchewan.” To be approved for the SINP, employers will be required to meet Service Canada criteria, such as offering wages within industry norms and demonstrating that they are unable to fill the positions locally. In Saskatchewan, more than 32,200 people – or 6.4 per cent of the provincial workforce – are employed in the foodservice industry, according to Statistics Canada. An additional 2,700 foodservice industry employees will be needed by 2015, according to labour market studies. In 2007, Saskatchewan was Canada’s fastest-growing foodservice market.

Fees jacked up

Quebec cheese gets aid

innipeg, Man. – Winnipeg pizza operators are greeting a significant jump in licensing fees for Winnipeg restaurants with resignation. Steve Logan reports, for example, that his licensing fee for his Pizza Place Restaurant has been increased this year from $300 to $550 under the city’s new Doing Business in Winnipeg by-law. “The new bylaw considers food handling a high risk occupation,” Logan says. “It’s hard fighting city hall.” Nick Constantinides, the owner of Papa George’s Restaurant, agrees with Logan’s sentiments. “We have to pay,” he says. “You can’t fight the city.” Ken Nawolsky, Winnipeg communications officer, explains that the new bylaw is a result of the city’s business bylaws. “The new restaurant licensing fees better reflect the true cost of restaurant inspection,” he says. “Rather than one cost for everyone, we have established different levels. Different pizza places use different processes and different ingredients. Those establishments that require more frequent inspections will be paying higher license fees.” Richard Enright, the owner of several Boston Pizza outlets in Winnipeg, isn’t buying city hall’s rationale for the fee increase. “We already pay a number of taxes,” he says. “City hall could pay its inspection costs out of those. The city picks and chooses how it allocates its spending. This is just another way for the city to get money.” Enright believes that poor operators should pay higher license fees while good operators shouldn’t have to pay any more than they did in the past. Myron Love

he Quebec government is offering financial aid worth $8.4 million to small cheese producers and retailers hurt by the recent listeriosis crisis. The Globe and Mail reported that the province will also offer $11.3 million in interest-free loans to cheese producers. The province’s cheese industry has been reeling since last summer’s bacteria outbreak. Agriculture Minister Laurent Lessard says the aid package aims to reassure consumers, reduce risks of further food contamination and promote Quebec cheeses in the province.

Pizza man crowned pizza delivery man from British Columbia plays the meanest pinball in the country. Eden Stamm of White Rock won what’s being billed as Canada’s first national pinball championship in Toronto last month. Stamm, ranked first in Canada and 19th in the world, trounced the competition with a score of more than 55 million points, about nine million ahead of his closest rival. Stamm’s prize should help keep his skills sharp – he walked away the winner of a new pinball machine.

Wine sales help profits redericton, N.B. – Growing wine sales helped NB Liquor post record profits last year, but New Brunswickers continue to love their beer most. And perhaps nowhere in the province do residents most appreciate a fine drink than in Dieppe, where sales continue to lead the province. NB Liquor’s annual report shows the Dieppe store sold roughly $21 million worth of booze last year, well ahead of any other outlet. Total sales from the fiscal year ending March 31 increased to $379.6 million, up 5.5 per cent over the previous year. The provincial government reaped $140.5 million from NB Liquor’s earnings. NB Liquor sold $217 million of beer last year, compared to $84 million of spirits, $58 million of wine and $20 million of other beverages. Although NB Liquor saw a 10.7 per cent increase in revenue from wine sales, volume increased by 3.8 per cent. Dana Clendenning, NB Liquor’s CEO, said that last year’s price hike helped boost the record profits.

NOVEMBER 2008 pizza 7

READ THESE STORIES AND MORE AT WWW.CANADIANPIZZAMAG.COM

NEWS HIGHLIGHTS •

CRFA’S ELECTION TOOL KIT AVAILABLE

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QUEBEC CHEESE FACTORY CLOSES

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WEAKNESSES STILL IN RECALL PROCESS

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WEB EXCLUSIVES IT’S A WOMAN’S WORLD Fifty years ago, “women in business” referred to secretaries, low-paid office workers, and retail store clerks. Today, more and more women are taking on leadership positions as entrepreneurs, business owners, and as corporate leaders. Ann Houlihan writes that opportunities for women to lead and influence are greater than ever before. For full details, go to www.canadianpizzamag.com

WHAT DRIVES YOUR DESIRE? When was the last time you were obsessed with something? Desire is a powerful motivator, but unlike fear it cannot be easily triggered. Robert Wilson writes that as a marketer, an employer, or even as a parent, we can plant the seeds of desire, but in order for it to blossom, it must develop from within. Once it takes root, desire has the ability to drive itself. For full details, go to www.canadianpizzamag.com

READ THESE STORIES AND MORE AT WWW.CANADIANPIZZAMAG.COM

8 pizza NOVEMBER 2008

NEW PRODUCTS Globe Food Equipmentt Company, a provider of precision food preparation equipment, introduces a 60-quart pizza mixer ll ffor that is designed specifically pizza operations. BOOKSTORE Equipped with the latest inside pizza-industry information allows you to not only compete, but win in the exciting world of pizza. Go to www.annexbookstore.com to order. DIGITAL MAGAZINE Visit:www.canadianpizzamag.com to sign up for a free trial of Canadian Pizza magazine – the digital version. POLL Participate in our monthly polls. Nearly two-thirds of respondents have said if there was a Canadian Pizza show, they would attend. Visit our website to vote on this month’s question. BLOG Have your say on a variety of subjects pertaining to the fresh pizza market in Canada: • Price points • Recruiting • Customer service

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New location for Topo Gigio

Winnipeg’s new upscale shop BY MYRON LOVE

izzeria Gusto, Winnipeg’s new upscale pizza restaurant, is doing a “boffo” business after being open just a couple of months. Co-owner Bobby Mottola reports that customers at the 60-seat restaurant have to wait as much as an hour to be seated. The Mottola family had been in the bar business before Bobby and his father, Don, opened Pizzeria Gusto. But, the younger Mottola says, the concept had been in the back of their mind for some time. Pizzeria Gusto aims to be the “Ferrari” of pizza restaurants in Winnipeg – and the Mottolas spared no expense. They imported their Mugnania wood-burning oven direct from Tuscany. The oven burns at about 750 degrees F and bakes the pizza in two minutes. The tomatoes and cheeses used to make the pizzas – and the wines – are also imported from Italy. Mottola notes that the sauces are made from scratch. To further the odds of Pizzeria Gusto’s success, the Mottola’s recruited Scott Bagshaw, one of Winnipeg’s star chefs. Bagshaw was previously the executive chef at Sydney’s, one of the city’s top restaurants. The pizzas on the menu include the Marinara (with tomato topping), the Margherita (also with tomato topping

10 pizza NOVEMBER 2008

and mozzarella di buffala), Napoletana (with anchovies and capers added), Bryce (with four cheeses), The Commish (roasted sweet potato, pine nuts, pecorino, brown butter and sage), Ryall (roast piquillo peppers, artichoke, caramelized onion, goats cheese and arugula), Genovese (potatoes, pesto sauce and parmesan), Sophia (drunk mushrooms, pecorino and oils), Waterloo (pesto, potato, proscuitto, pistachios, mozzarella and ricotta), Miki (proscuitto, fig jam, gorgonzola, olive oil, lemon and arugula), “887” (sausages, tomato sauce, mozzarella and peppers), Sinatra (eggs, proscuitto, artichokes, olives, mozzarella, tomato sauce and basil), Rocco (white sauce. whole clams, pancetta and arugula) and Courtney (lamb, peppers. arugula, garlic, oregano, olive oil and chive-spiked yogurt). All the pizzas are 10 inches. Also on the menu are a choice of salads, sandwiches (Italian cold cut, roasted vegetables, roasted pork, roasted lamb or sausage and peppers), a cold tomato soup, bruschettas, calamari, antipasto, meatballs, Italian desserts and drinks. “We have been overwhelmingly successful,” Mottola says. “We opened on June 21 and already 40 per cent of our business are repeat customers.” •

Adam Petrillo Topo Gigio Family Restaurant and Amusements, Winnipeg’s only combination pizza restaurant and amusement arcade, has a new owner and a new location. Adam Petrillo had formerly been in the vending machine business. He bought Topo Gigio about a year ago and, at the beginning of August, moved the 15-year business next door into the Days Inn. Topo Gigio had been located in a strip mall between the McPhillips Street Casino and the Days Inn. A popular venue for children’s birthday parties, Topo Gigio offers parents a buffet allyou-can-eat deli consisting of pizza, pasta, salads and drinks and a fully stocked video arcade. “For birthday parties, we give every child $5 worth of tokens to play the games,” says Petrillo. “The redemption games are the most popular. We have a lot of prizes the children can choose from. It can get pretty jampacked in here.” The new location has fewer games but more restaurant seating. The 300seat restaurant is now separated from the gaming area so that parents can enjoy their meals in quiet. Another advantage of the new location is that it is right beside the hotel pool. Petrillo has developed a swimming package for birthday parties to go with the pizza and arcade games. • Myron Love

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Risk brings reward Panago Pizza revamps its recipes – and scores a hit in B.C. schools BY TREENA HEIN

ven though some school cafeteria staff were initially a bit sceptical about plans to make the pizza they serve more healthy, Panago Pizza executive chef Jason Symington says most of the staff were “very supportive.” Symington says the same of Panago executives. “The majority of us have young children,” he explains, “so it was easy to get behind the program.” The process to make the pizza healthier was initiated as a partnership with the Vancouver School Board with the aim of having Panago’s products meet top nutritional government requirements. Panago currently services about 70 schools in the Vancouver and Burnaby areas of B.C. “The pizza had to change to meet the guidelines in some cases,” says Symington, “and we decided as a group to do the best we could for the kids.” The guidelines, introduced initially in September 2007 and now enforced since September 2008, are aimed at helping youngsters make better-informed choices. Cafeteria foods are now labelled by the B.C. Health Department as fitting into one of four categories: ‘Not Recommended,’ ‘Choose Least,’ ‘Choose Sometimes’ and ‘Choose Most.’ “We wanted to meet the ‘Choose Most’ category guidelines wherever we could,” says Symington. “We definitely were not unhappy with our rating. The majority of our pizza recipes met the ‘Choose Sometimes’ category guideline (meaning that our product could be sold regularly in the schools, due to our already high quality ingredients) right from the start. However, we wanted to go farther.” Symington sees the guidelines as reasonable, and adds “I also believe that they

will continue to evolve and change as the awareness for healthier eating and nutrition grows across our country.” Symington knows his quest for change is similar to that of famous British chef Jamie Oliver, who has gained wide recognition for his attempts to change the unhealthy lunches offered in U.K. schools. In 2005, Oliver was granted a meeting with then-prime minister Tony Blair, who readily agreed that served food needed to be improved and helped create “The School Food Trust.” Over time, fried foods are being phased out and more healthy options are being offered. Training is provided to school kitchen staff. However, progress has not been spectacular. London’s Guardian newspaper reported in October 2007 that government inspectors found “all of the 27 schools they visited had met the requirements introduced last year to improve the healthy options on their menus … but the result was a significant decline in take-up of school food.” In short, many students were leaving at lunch to buy unhealthy food elsewhere. Oliver and his colleagues continue to persevere. Reflecting on his and Oliver’s journey, Symington says “I am sure that there will be challenges; however, with pizza being so popular with both kids and parents already, I definitely believe that we will see success. In addition, I found there to be a better knowledge base about health (eating vegetables, dairy products) with the kids and lunch attendants in the schools here.” THE CHANGE PROCESS The wide-ranging and dramatic recipe

adjustments began over a year ago and final versions of the six pizzas were finished in the spring. Symington and his team first began working to remove the worst ingredient offenders, including MSG, trans fats, artificial colour and artificial flavour. “Switching the entire Vancouver School Board program to our multigrain crust also played a big part in our program,” say Symington. “The schools switched to multigrain a year ago September.” Symington also went to work on boosting the vegetable content – by the straightforward addition of green and red peppers for example – and by a method a little more innovative. “One of the ways we were able to increase the vegetable serving in the recipes,” he says, “was to add extra tomato sauce compared to what we normally put on the pizzas. Essentially it would be like ordering ‘extra sauce’ if you ordered one of our pizzas from the store.” A few other ingredient changes were also made. Ham from the Hawaiian pizza was replaced with chicken to reduce sodium. Symington adds, “One of the pizzas that has become popular is a pepperoni pizza with our vegetarian pepperoni as opposed to the regular pepperoni.” There was discussion of cutting back on cheese, but school officials viewed it as an important dairy ingredient that many children don’t consume enough of on a daily basis. Symington adds that “we plan to continue to launch new pizza recipes, and to get the kids in the classroom involved in pizza seminars and let them pick/develop their own healthier pizzas.”

Continued on page 15 NOVEMBER 2008 pizza 11

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Outwit your competition BY DENNY DURBIN

he competition grows greater every day as new businesses pop up on every corner and online shopping becomes more of a mainstream point of purchase. Business owners across the country strive to come up with new ideas to outwit their competition. The first thing they may consider is slashing prices, but any seasoned business owner knows that prices are only part of the equation. Whether dealing with first-time customers or repeat buyers, all managers should know that although price is one of the considering factors of a well-researched product, savvy buyers also take into consideration these important facts: How they arrived in your store in the first place. You’re doing something right in your marketing strategy for them to consider buying products from you. This is the starting point for tracking successful marketing; find out how they heard about you. • Brand and branding of the product is important, but the branding of your store will help in the customer’s decision making of sale or no sale. • Staff is the most valuable marketing asset you have. Go the extra mile for them, and they’ll put in the extra effort to keep your customers happy. Taking care of your employees means more than a paycheque, each one of them is a key part of a team, a business and the community. Treat them well and praise them every day and you will be paving the road to success. Your managers, employees and staff are the biggest marketing advantage over your competition; here’s some valuable tips to keep your team on top of their game: • Treat them like you want them to treat your customers • Make sure they are passionate about their work • The value of a smile to every customer

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Last impressions are as valuable as MOTIVATION first impressions If you’re not familiar with the term “street Once you find out where most of team,” get familiar. your existing customers are coming This is a team of highly motivated, from, it makes it easier to target more energetic, good-looking people that repcustomers with similar demographics. If resent your business. This can easily be they’re coming from a local radio, news- put together through your sons, daughpaper, magazine, or trade journal ad, ters or a local high school or college. Take you should consider investing more in four, five or six fun-loving people and put that media. some brand-new bright colored T-shirts If it’s from your website or street pres- on them, with your business logo, and ence, then that’s the target audience you send them all over the neighborhood to should focus on. When promote your business. branding your store or Send them to other business, it’s rare that all businesses, malls, restauThe first your customers are comrants, car dealerships, you thing they ing from one form of adname it and get creative. vertising; that’s where Two things to rememmay consider a well-thought-out and ber: one – always get is slashing widespread marketing permission from the busicampaign makes the difness owners; often they prices, but ference. will like the idea, because any seasoned Incentives and motivait makes them look like tion are the main ingrethey’re part of it. Two – business owner dients of bringing new hand out offers, coupons customers through your knows that prices or other incentives to modoors. Stop and put yourare only part of tivate people to visit your self in the customers place. business. One extremely the equation. The first thing you’ll ask popular gift that will bring yourself is, who cares, people in is a cold bottle of what’s in it for me, what water with your logo and a problem does it solve, what discount coupon. are the benefits? Now, if you can answer The key to a successful marketing any or all of these questions, you have a campaign is testing and tracking until you new customer. find out which method is sending you the most customers, and more important INCENTIVES than customers are sales. It’s great to have These are becoming more popular every a shop full of customers, but making sales day, yet they all depend on the price of is what will keep you in business. • your product. One of the most popular gift cards to- Denny Durbin is an entrepreneur and author of “Lazy day is a gas card. It’s easy to get creative Enchiladas, Redefining Success,” which explains firsthand the values of taking risks, assessing success and about free gifts, just think about what adding creativity to a career. Readers are rewarded with your customers might enjoy. Go down to a new definition of success that incorporates entreprethe local nursery and get a discount on 20 neurial values. Denny has created, built and owned more than a dozen diversified and lucrative business. beautiful plants, or the music store and He has more than 30 years of networking experience. www.lazyenchiladas.com pick up multiple current CDs. •

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Seven public relations secrets BY PAM LONTOS

ublicity can come from anywhere, and in many different forms. It can be as simple as having a letter published in the editorial column of your local paper, or as dynamic as having a front-page article with your name splashed across the headlines. But a successful publicity campaign is harder than you may think. It takes huge effort on your part to get your business noticed by the media. So, why bother? Is publicity really that important? Yes, yes … a thousand times, yes! The effectiveness of your publicity campaign will ultimately determine the success of your business. Publicity increases your sales without the outrageous cost of advertising. It adds credibility to your message and develops name recognition in your field. Essentially, publicity makes you stand out, above all the other businesses, to the buying public. Now, you don’t have to be a public relations expert to maximize the results of your publicity campaign. Use the following trade secrets to increase your visibility and sell more of your product or service:

14 pizza NOVEMBER 2008

1. GET TO KNOW YOUR AUDIENCE According to a survey conducted by Jericho Communications, the typical Fortune 1000 CEO is more likely to have watched The Simpsons than to have watched political debates. So, what does this mean for your publicity? Simple, it means you can’t make assumptions about your audience. Understanding your audience and what appeals to them is important if you want to get noticed. Keep in mind that you have a variety of different tastes that go beyond your work, and so does everyone else. 2. CREATE NEWS By familiarizing yourself with popular publications within your audience, you should gain an understanding of what issues are important to them and what interests them. Understand what they find newsworthy, and develop your publicity around these issues. Tie your topic to current events and target your audience directly when you pitch stories. Don’t be afraid to stretch the bound-

aries of your topic. And remember: create news that interests your audience, not that interests you. 3. SEND PRESS RELEASES Press releases are the easiest and quickest ways to advertise to a large audience, and they inform the media that you have something to offer. Press releases are also a good method for getting your product or service reviewed in publications. Watch the breaking news, and if something ties to your business, send a press release to newspapers, radio and television shows, and magazines offering your take as an expert to interview about the situation. Give your press releases a professional look by using a letterhead. Keep them short (two pages maximum), and double space, if possible. Direct them to a specific reporter or editor to make sure they don’t get lost in the stacks, and always use a slant aimed at the publication’s or show’s audience. And perhaps most importantly, don’t forget your contact information.

4. DEVELOP A WINNING MEDIA KIT As you approach the different media outlets, you’ll need to send them a media kit. Think of your media kit as your resume; it tells the media professionals about you and your business. A professional media kit should include a short bio, a summary of your product or service, and your contact information. Also include sample questions about your topic that the writer or host can use during the interview. Put all this information together in a professional folder, and present it to media professionals before interviews. 5. SOLVE YOUR CONTACT’S PROBLEMS When it comes to stories, each reporter and producer has a unique personality and unique needs. If you can figure out what they want, you make their job much easier. And when you make a media professional’s job easier, they will come back to you for more quotes and more interviews. Ask them what other stories they’re working on, and for what other publications they write. Ask how you can help them and what other topics they’d like to see. Let the reporter, editor, or producer know that you care about their stories and their audience because, in the end, you’ll both look good. Establish working relationships with media professionals and develop strong contacts for increased publicity. Learn everything you can about the show or publication, and about their competition, so you can really make them shine. 6. GIVE A GREAT INTERVIEW Do you know what it’s like to talk to a boring person? They drone on for hours about topics that don’t interest you, and all you can think about is getting rid of them. Keep this in mind when you talk to the media because if you’re boring, they won’t want to talk with you ever again. But if you have energy and keep your responses on the topic, you’ll keep the media professionals interested. Before the interview, take time to prepare three to five main points you’d like to cover.

Then, if the conversation goes astray, you can revert back to these points with ease. Also, don’t be pushy about what you want. They may or may not have room in their story to mention your product or service. But if you ask nicely, you’ll have a better chance of getting it mentioned. 7. FOLLOW UP Once you’ve established contact with media professionals, maintain the relationships and follow up for more exposure. Avoid nagging with “did you decide yet” calls, but do ask when the article will be published or when the show will air. Maybe you can offer a new bit of information in your follow-up call. And remember to reintroduce yourself, because reporters and producers talk to many different people every day. Another important aspect of follow-up and common courtesy is a thank-you note. These added touches of consideration let the media professionals know you appreciate them and make them want to work with you again in the future. A successful publicity campaign is hard work, but it doesn’t have to be excruciating. When you understand your customers and their interests, then target the publications and shows with a slant directed to the needs of their audience, you position yourself for maximum exposure. By using a professional approach and media kit, the media will take notice. Develop strong working relationships with media professionals, and you will get more quotes and interviews. Give a great interview, then follow-up with the reporter or producer to show your enthusiasm. Publicity is the key to increasing your bottom line. Now you don’t have to be a public relations pro to make the most of your media exposure. With these seven secrets, you can maximize your public relations success and secure free publicity for your product or service. • Pam Lontos is president of PR/PR, a public relations firm that specializes in professional speakers, authors, and experts. Having been an author, speaker, and former VP of Disney’s Shamrock Broadcasting, she knows the ropes of getting you good publicity and how to use it to really boost your business. Call for a free consultation at 407-299-6128, and sign up for a free publicity tips e-newsletter at www.prpr.net.

RISK BRINGS REWARD Continued from page 11 In addition to all the ingredient changes, Panago now provides a number of serving size choices, with younger children receiving a smaller portion. When asked about the impact on profit, Symington says “I know that we kept and have increased our business partnership with the Vancouver School Board and are also continuing to add new schools to the program because we have met or exceeded the guidelines in most cases. I do not know how these changes have directly affected our bottom line, but our sales continue to trend upwards.” Symington adds that it’s “not much more expensive at all” to make the new recipe pizzas. “The schools have seen a slight increase in pizza pricing over the last year,” he says, “but it is due much more to the increase in our raw material costs (specifically cheese and wheat).” TASTE OF SUCCESS Symington says “It feels great to be able to do what we have done, and to have partnered with the school board, the teachers, the cafeteria staffs and our suppliers to make this happen. I am a parent of two young children and it is a great to know that some schools are really trying to make a positive difference.” In a parallel project, Panago has been working with their supplier-partners over the past 18 months to remove MSG, trans fats, artificial colour and artificial flavour from its entire menu. Symington says “We are proud to be the first take-out and delivery operator to be able to make this claim. “It wasn’t easy,” he says, “and involved a lot of hard work on both Panago’s and the suppliers sides… (but) We worked closely with our vendors, and the R&D people in their plants and were able to accomplish our goals. It is a win for our suppliers as well.” •

NOVEMBER 2008 pizza 15

feature

Communicate with LASER accuracy BY SAM PALAZZOLO

ommunication skills are at the crosshairs of success. Whether your communication is done verbally or virtually, your ability to do it effectively, and with influence, will determine your success or failure. Research shows that 80 per cent of people feel that they could achieve better results if they were able to communicate better. Millions of companies, small and large, experience communication problems on a regular basis, but in most cases, a simple shift in focus does the trick. If you find that your communication is no longer influential, and it’s often missing its intended target, the solution is simple: it’s called the LASER model, which is unique because its focus is internal. The starting point for effective communication is within us. What happens if you initially focus externally rather than internally? Well, it’s like operating your business without a business plan; achieving anything – even nothing – is acceptable. In order to truly achieve influential communication, you must focus internally first, pointing the LASER at yourself … here’s how: LISTEN Listen to the environment you are in and listen to your own thoughts. Is it so noisy that you can’t hear yourself think? The key to successful internal communication starts with peace and quiet. Shut your office door, find an empty cubicle, take a walk around the building, and locate a place where you can hear yourself think. You want to be able to hear your best thoughts. ASK QUESTIONS Ask yourself the questions that count for the conversation you are going to have:

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What do you want the end result to be? What will it look like? How will you feel when you accomplish it? These are the easy questions to ask and answer. However, in order to be truly influential, you need to ask the difficult ones by aiming dead centre. What will it look like if my communication is ineffective and we don’t realize the end result? Where might we come up short of our goal? What will it look like then? How will you feel when you don’t accomplish it? Get uncomfortable when you ask these tough questions. The more uncomfortable you feel, the better the results will be. SILENCE Yes, that’s right. The third step is to sit in silence and listen to the answers that come to you. Don’t interject your opinions on the results you receive. This will be difficult! Instead, just be quiet and listen to the results as they flow forth from asking those difficult questions. Make certain you write them down; they’ll come to you fast and furious so keep track of them. Use shorthand if necessary. You need to be able to recall them when you are done. ERASE THE PAST There is a reason why the rear-view mirror is smaller than the windshield in a car; it’s crucial that you see more of where you’re going than where you’ve been. We steer toward where we look, our aim, our focus. Unfortunately with communication, we let our thoughts of how things went in the past dictate how things will go in the future. If we are always focusing on where we’ve been, rather than where we are going, we’re liable to encounter some obstacles head on,

making future successful communication either unlikely or impossible. REALIZE THE FUTURE You have yourself in position to listen without the noise and clutter that usually surrounds each of us. You’ve made yourself uncomfortable by asking questions that dug deep into what you are trying to accomplish. You’ve moved out of your own way and answered those uncomfortable questions. You’re future-focused on the target ahead. Lastly, determine who needs to hear what it is you have to say and lay out how you will say it. The time, place or medium you choose to communicate in may change, but the message will not. What results will you achieve when you use the influential communication LASER model? You’ll have an influential edge in becoming the best leader you can be, making your best decisions and achieving your best results. However, implementing only the internal communication habits will still cause you to miss your target. Why? The influential leader combines these internal communication habits with the external communication discipline necessary in order to achieve truly influential communication. So the next time you communicate, remember to first focus internally before communicating externally. As a result, you will achieve success. • Sam Palazzolo is the author of “The Influential Leader: 10 Critical Skills You MUST Possess For Success.” As president and chief influence officer at Pathos Leadership Group LLC, Sam conducts influential keynotes, workshops, webinars, and one-on-one coaching. Discover more at www.PathosLeadershipGroup.com, e-mail sp@pathosleadershipgroup.com or call 817-605-1942.

The Largest Pizza Show in the World Returns to Las Vegas March 10-12, 2009! If you’ve heard of International Pizza Expo® but never attended, then this is the year to see first-hand what the buzz is all about. If you’re one of our faithful attendees, wait until you see what we have in store for our 25th Anniversary Show! On a show floor the size of four football fields, you’ll find 1,000 booths represented by over 450 exhibiting companies — companies that have one thing in common — they’re all pizza and they’re all for you. Knowledge is a powerful business tool, and to help you stay ahead in this uncertain economy, we’re offering more than 70 business-boosting seminars, demonstrations and networking events. Think you might make the best Traditional Pizza in the world? Think your Non-Traditional Pizza is the best? Gotcha covered on both fronts. Our International Pizza Challenge™ offers the most prize money in the industry and is just the place for you to go head-tohead with other world-class pizzaiolos. Both contests will offer a $10,000 grand prize, plus the opportunity to add another five grand in our first ever World’s Best Pizzaiolo Blind Box competition. Are you pretty good at tossing dough? Ever tried tossing dough blindfolded? How fast can you make a crust? Our World Pizza Games® are an unbelievable demonstration of all these skills and more. OK, so you’re excited and thinking about attending, THIS should get you to register TODAY— enter our Mega Bucks Giveaway™ and you could walk away with $25,000 in cold, hard cash! Pick up your phone or get that mouse moving and register TODAY for the hottest pizza show on the planet, International Pizza Expo® 2009.

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the pizza chef

Assess your menu Diana Coutu

f you were to compare the first menu we had in our pizzeria to our current menu you might be tempted to think they were from two different pizzerias. And in a way, you’d be right. We created our first menu over 10 years ago, and it was a rather simplistic menu compared to what we offer our customers today. It’s true that the market was different back then, but mostly our understanding of our business was limited, and even somewhat flawed. At that time, we thought selling pizza was all about the price. We drank the kool-aid on the ‘2 for 1’ and ‘3 for 1’ pricing strategy. If we saw another pizzeria down the street with even cheaper prices we would quake in our boots. And even though they wouldn’t last for more than six months, there was always someone down the street with even cheaper prices. We were, in fact, not just doing a disservice to ourselves, but also to our customers and the pizza industry as a whole. We were, in fact, limiting our own growth potential and prosperity with a myth about price and by what the guy down the street was doing. Thankfully, we adapted and changed with the demand in the market. We added some specialty crusts, cheeses, sauces and what was, at the time, considered “unique” toppings. And we raised our prices. We were no longer concerned about being the cheapest pizza in town. Nowadays you find some of those toppings on a lot of other pizzeria menus. Back then things like chopped baby spinach, barbecue chicken breast

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and smoked oysters raised eyebrows, although today the average Canadian consumer has more sophisticated tastes and appreciates the variety above and beyond the typical 12 common pizza toppings. That’s not to say that ‘traditional’ is out, but boring, same-oldordinary is definitely not in. Perhaps it’s time to assess your menu; how much has it changed over the past year, or two, or five years? Have you found that your sales are slumping? If you’re not careful, you can easily get tunnel vision about your pizzeria and find yourself stuck in a rut. Are your sales up or down, compared to this time last year? You could just blame the economy, or you could shake things up a bit. Why not add some new and exciting tastes to your menu? Entice that average Canadian consumer back with a not-so-ordinary specialty cheese that makes their mouth water with anticipation. Or perhaps it’s time to break out that incredibly odd creation your staff members make just for themselves. You know; the one that they rave about, the one that you already have all the ingredients in stock, but it’s just not on the menu. Enlist their help to give it a great name and offer it to your customers. There’s a saying “if you keep doing what you’ve been doing, you’re always going to get what you’ve already got,” so if you’re not happy about what you’re getting, it’s time for a change. Perhaps you’ve been where you are at for a while and aren’t sure where to start, or what direction to go. Finding an expert coach to help break you out of

your usual thinking will get you moving forward again. Some of you might be reluctant to hire a coach, but even Tiger Woods has coaches to help him improve his already great game – it’s a habit among the best and most successful individuals. Don’t think you can’t reach incredible heights too, every expert started off as a novice – myself included. Our menu has expanded to over 40 toppings, more than four cheeses, over nine types of crusts and four choices for sauce and we are always bringing in something new for a limited time. My customers can’t get bored, because we’re always creating some new taste sensation to intrigue and entice them back again and again. Some of these creations are so popular that they end up on the menu; like our “Sweet’n’Spicy Devine Swine” with dry-cured pepperoni, fresh hand-cut pineapple, barbecue pulled pork with a splash of hot sauce, smothered by a blend of medium-sharp cheddar and mozzarella cheeses. Just one bite and you know it’s in the “extraordinary” category. And just from the name alone, the average Canadian consumer knows that it isn’t a ‘2 for 1’ priced pizza. • Diana Coutu is a two-time Canadian Pizza Magazine chef of the year champion, internationally recognized gourmet pizzaiolo and co-owner of Diana’s Gourmet Pizzeria in Winnipeg, Man., in addition to creating award-winning recipes, Diana is also a consultant to other independent 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 Diana@dianasgourmetpizzeria.ca.

making dough with Diane

Diane Chiasson

o celebrate the change in seasons, why not kick off the celebrations with an Autumn Harvest theme? Tied in with the ongoing trend to promote healthier lifestyles and eating habits, the new crop of vegetables the fall season offers would be a welcome addition to your pizza menu. Over the past decade, the popularity of vegetarian pizzas has grown immensely, so this season is the perfect time to satisfy your vegetarian pizza customers with creative and innovative toppings. You might even be able to convert your meat lovers to try more veggies. Autumn also offers a wide variety of inexpensive ways to decorate your operation, and to get your customers into the fall spirit. Here are a few simple ideas that you can try to effectively welcome in the new season:

1. ROAST ROOT VEGETABLES Root vegetables are the stars of autumn’s fresh produce, and when roasted, the sweetness that exudes from the flesh of the vegetables is sublime. You probably already offer a few roasted vegetable items like eggplant and peppers, but why not add root vegetables to your toppings list? Parsnips, rutabagas, zucchini, beets and squash would make a colourful and healthful addition to your menu. Combined with goat cheese or Parmesan cheese, you have a real winner. 2. GIVE BRUSSELS SPROUTS A CHANCE Most people have Brussels sprouts on their least-favourite foods list, but what many people do not realize is that once

Use autumn’s fresh vegetables to harvest new recipes Brussels sprouts are roasted, they take would make for an intriguing pizza. on a whole new flavour, which is much Over the years, leeks have also more appealing than a bowl of boiled moved their way up the food chain from Brussels sprouts. a component of mire poix for stocks to Try pairing roasted sliced Brussels the star of its own dishes. A pizza made sprouts with bacon and cheese on a pizza. up of roasted leeks, mascarpone cheese A key selling factor for Brussels and smoked salmon would amp up your sprouts is that they are highly nutri- gourmand clientele. tious. Plant phytonutrients found in the under-utilized vegetable enhance 4. DON’T FORGET ABOUT the activity of the body’s natural de- AUTUMN FRUITS fense systems to protect against dis- Figs are a wonderful autumn fruit that go ease, including cancer. hand in hand with blue cheese, so why To encourage your cusnot create a thin-crust tomers to try your roasted pizza with a light layer of Customers who Brussels sprout pizza, tomato sauce, topped with offer free samples. And appreciate good blue cheese, proscuitto really, what doesn’t taste and figs? food would be good with bacon? Grilled pears also pair well with a wide array of willing to pay 3. APPEAL TO cheeses and greens, as a little extra CUSTOMERS WITH well as nuts. Turn a popuGOURMET PALATES lar salad combination by for something Artichokes are now concreating a white pizza special sidered a common topwith grilled pears, Roqueping for pizzas, but most fort cheese, toasted walusually come marinated nuts and arugula drizzled in a jar or out of a can. with walnut or olive oil. A fresh artichoke tastes entirely difFor fun, do a twist on apple pie ferent. Because of their smaller size, with cheddar cheese by creating an baby artichokes would be perfect for a apple and aged cheddar pizza dusted pizza topping. Although the preparation with cinnamon sugar that can be sold of fresh artichokes is somewhat labour- as a dessert. intensive, customers who appreciate good food would be willing to pay a lit- 5. CREATE A PUMPKIN PIZZA tle extra for something special. Combine Halloween is such a huge event that we roasted baby artichokes with capers and are inundated with recipes for black and anchovies on a pizza, and you’ll have orange foods every year. So how about gourmets knocking down your door. offering an orange pizza shaped like a For lovers of French onion soup, the pumpkin – made of pumpkin? combination of oven-roasted onions A popular pasta dish is ravioli filled Continued on page 26 with a hint of sherry and Swiss cheese

NOVEMBER 2008 pizza 19

just pizza

Wayne Rempel

don’t know if you folks are in the same boat as me, but over the last year I have had to watch every penny to keep ahead of rising costs. I have pored over my invoices and everywhere I look everything is going up. If it isn’t the price of flour then it’s fuel surcharges, if it isn’t fuel surcharges it’s chicken. I think you get what I am saying here – it’s getting harder to make a profit. So what have I done to offset the rising cost?

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Four ways to beat rising cost and make more money I have figured out four ways to make more money: 1. RAISE PRICES. Sooner or later this has to be done. I truly believe that even the $5 pizza franchises will have to look at charging more. I know these places make their money only on volume but eventually the margin will be so thin the price is going to have to go up. I am fortunate I don’t have to compete with $5 pizzas but even so, I still

have to look at what my competitor is doing and price my pizzas competitively. My pizzas are not the most expensive in town but they are not the cheapest. I have priced them so I still make money and it is still affordable for a family to eat at my pizzeria. 2. GET MORE CUSTOMERS. I have a very aggressive marketing campaign, which I will talk more about in issues to come, but the basic idea is to get my menu

in every house at least four times a year. I send unaddressed direct ad mail through Canada Post and hit a different area of town every week. I break it up so that when my menu comes out it isn’t sent to more people then I can handle. This way I can still give excellent service even with the increased business. 3. INCREASE TICKET AMOUNT. I do this by getting my staff to up-sell. This is probably the hardest part for me to implement because most kids just don’t get it. To help me out and get them on my side we make it fun. Giving out cash prizes, movie passes, and gift certificates for movie rentals does help but even with those incentives it is still the one that I have to constantly remind them to do. This is probably the one I need to work on the most because it should be something we do on every order and trust me when I say I am lucky if we do it on 10 per cent of the orders.

4. GET CUSTOMERS TO ORDER MORE OFTEN. One of the best ways to do this is to work your database. I know a lot of people who will send out postcards and letters but I do it a bit differently. I print off a list of my lazy customers and phone them. The response we get from this is amazing; most customers are very surprised to get a phone call and are happy to hear from us. The customers are grouped into 30-, 60- and 90-day lazy customers the 30day customers are offered free breadsticks and a 2-litre pop with the next order. The perceived value of this is over $5 but the cost is less than $2, so it is easily affordable and this will be the biggest group of lazy customers. The 60-day customers are offered $5 off the next order. I normally don’t offer “dollars off” as I like to give away free items, but for these people I need something that will make them want to come back. For the 90-day customers we offer

them a free 12-inch pizza. It has a value of up to $16 – if they order one loaded with chicken and premium toppings – but I don’t think I have had more than four or five people not take advantage of it. Most order another pizza anyway, so I will usually still make some money off of them. Remember these things will take some work and time to implement but as long as you do a little bit every day you will see results. Watch for more information in upcoming columns, as I will go into more detail on how to implement a marketing plan that could easily increase your revenue by 15-25 per cent each year. I know those results may seem high but I have done it and after three years it’s still working. • Wayne Rempel owns and operates JP’s in Lacombe, Alta. He has been in the foodservice business for 20 years. Wayne also consults and does seminars for the hospitality industry. Have any questions or comments? E-mail Wayne at waynejustpizza@shaw.ca.

NOVEMBER 2008 pizza 21

marketing insights

Cohort tracking Michelle Brisebois

f you’ve caught yourself complaining about the loud music the kids are playing or starting to avoid certain foods because they suddenly disagree with you – welcome to the wonderful world of demographics. Demographics are by definition: “the physical characteristics of a population such as age, sex, marital status, family size, education, geographic location and occupation.” It’s not about how you feel about your education or your gender – it’s basically all about your name, rank and serial number. David Foot is a Canadian Economics professor who wrote the book Boom, Bust and Echo to illuminate how Canadian demographics are shaping our country. As he puts it “demographics assume that we tend to act our age.” This means that we all tend to start school around age five, go to post secondary in our late teens and get married and have children in our late 20s and 30s. We tend to retire around the same age and “meet our maker” by the time we’re in our 70s and 80s. The key for business success resides in using this information is to figure out when there are large segments of the population who share a similar demographic profile behaving the same way at the same time. Have you noticed that you’re starting to go to more weddings these days? It’s probably related to the fact that Echo Boomers – born in the 1980s and early ’90s are hitting their late 20s and this is when most people marry for the first time. They’re all starting to do it, which means if you’ve been thinking about targeting the wedding sector – now would be a great time to do so.

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Foodservice is greatly impacted by demographics so it’s probably a worth while exercise to check in with a few of our cohorts to see where they’re at today and how this might be impacting the way they eat. MILLENNIALS (BORN 1996-TODAY) These are the children of the baby bust generation, so it’s a smaller number in terms of population counts. They range from toddler to 12 in age, so the first of this group are just now starting to exercise their independence in terms of food choices. What will the effect be? Right now because they’re so young – the impact is minimal. It’ll be important to pay attention to how their food consumption patterns are shaped by today’s issues. Their parents are often feeding them organic foods and local produce so they’ll likely come of age demanding this same level of quality in their food service choices. ECHO BOOMERS (1981-1995) These are the children of the baby boomers. The first ones, born in 1980, will reach age 29 in 2009. This is the average age of first marriage in Canada. So you can expect the number of weddings to accelerate from 2009, peaking in 2019 when the peak of the echo boomers (born in 1990) marry. Approximately six or seven years later, echo boomers will start having children and we can expect that births will start to increase around 2015, 2016. What will the effect be? Echo boomers who are teenagers now will shift from solitary meals to purchasing as a couple and then a family. As they buy homes and cocoon to pay them off

– home entertaining will be a solid sector for foodservice. Family-friendly restaurants will be making a come back in the next 10 years, as there are more little ones in tow. Technologically adept – these kids were born cable-ready so businesses that have a strong e-marketing strategy will likely target echo boomers more effectively. Pizza operations represented four out of the top 10 mobile searches from October 2007-June 2008 (source: Ipsos Foodservice Digest). Offer “stag and doe” or wedding shower packages for delivery. BABY BUST (1965-1980) Believe it or not, these folks are also known as generation X. The term was coined in a book of the same title written in the ’80s about those people born right after the baby boom. There are fewer of them; they’ve been stuck behind the baby boomers in the work force so their ascent to the top of the corporate food chain has been slower. They’re in their 30s and 40s now – knee-deep in ferrying kids to activities and trying to pay the mortgage while socking what they can away in an RRSP for the future. What will the effect be? Fast forward 10 years and these people will be parents of teenagers and young adult kids just leaving the nest. For the foreseeable future, they’ll be juggling demanding careers, busy families and won’t have much recreational time. Easy, healthy meal solutions will be welcomed – after all, the middle aged spread is settling in here.

Continued on page 26

guest column

Jay Forte

our team’s performance is just average; they do just enough to get by. Customers don’t excite them. Their work doesn’t excite them. They have to be watched constantly, even to do the basics. You are afraid to travel and leave them on their own. You catch them playing on the computer and hear talk of what other jobs are paying. Achieving performance and financial targets is a constant struggle. Sound the alarm … you are suffering

Fire up your employees and smoke your competition from smoldering employees; they have the embers of performance, but no fire. Are you the problem? Are the employees the problem? How can you ignite these embers into a fire of passionate performance? Today, employees change jobs every 18-36 months. As you read this, more than half of your employees are job hunting, some actively, some passively. Statistics by the Gallup Organization indicate approximately 60 per cent of your employees do just enough at work not to

be fired; only 20 per cent actually come to work committed to make a difference. By 2012, it is expected that the number of jobs will outnumber the available employees by close to 10 million. In the next five years, 20 per cent of the largest corporations will lose 40 per cent of their top talent to retirement. This creates a workplace that is poised for an all-out war for talent. There are tough roads ahead, but not all is doom and gloom. These statistics

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mostly indicate employees perform at average levels because they are bored and unhappy at work. That makes this more of a management, than employee, issue; it will take a change in management thinking and behavior to re-activate and re-ignite the fires of performance in today’s workforce.

and need from our employees. In the past, we needed manpower and horsepower to run machinery and manufacture products. But as manufacturing moved offshore, we moved from horsepower to brainpower. Thinking and knowledge now drive results. “One-size-fits-all” jobs no longer exist;

When our workplace changed from the industrial age of making things to today’s intellectual age of providing service, it significantly changed what we want

thinking is personal and not all employees think the same way. We must start to align the way employees think with the thinking needed in their jobs to activate their pas-

sion, interest, emotion, and performance. When we do, employees become more engaged and passionate about what they do and perform at exceptional levels; boredom and discontentment in the workplace disappear. Today, management must inspire and engage employees to ignite their passions and emotions; command-and-control is out. It is important to connect with employees to know and understand them, in order to help them perform at their best level. Management must relearn how to engage employees or be prepared for high turnover and a daily struggle for performance. Consider these five steps to fire up your employees and smoke your competition: 1. CREATE AN EMPLOYEEFOCUSED (WORKPLACE) CULTURE. This workplace culture openly appreciates, values and develops employees, as well as attracts and retains the best candidates.

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A workplace culture that is employeefocused includes: sharing a powerful mission, vision and goals, implementing a competent, talent-based hiring process, compensating employees fairly, offering achievable incentive plans, providing recurring skill and career development and creating a culture of open participation and contribution. Employees get fired up working for an organization that is publicly focused on their value and their success. 2. HIRE AND PROMOTE BASED ON TALENTS. Talents manifest themselves differently in each employee; any employee is not a good fit for any job. Employees are fired up about jobs whose thinking and performance requirements match their talents and passions. The closer they are matched, the more passionate performance happens. Start with Tom Rath’s Strengthsfinder 2.0 to learn the language of talents. Then summarize talent by employee and talent by each role in the organization. Match talents needed with the talents of the employees for the best performance. Realign employees as needed. Only those that are excited about their work (because it matches their talents and passions) will be fired up to perform.

3. WITH THE RIGHT EMPLOYEES IN THE RIGHT ROLES, DEFINE PERFORMANCE EXPECTATIONS. Studies show employees are more excited about performance when they know what is expected and create the plan to achieve them. This personalizes each role, takes advantage of their talents and encourages employees to own their performance. Employees are fired up when they have a voice, are made to feel competent, and can control their performance. 4. BUILD A STRONG PERSONAL MANAGER CONNECTION THOUGH RECURRING PERFORMANCE FEEDBACK. Act as a coach and educator; encourage employees to continually improve their skills to achieve their performance expectations.

The more contact you have with employees in a positive and supportive way, the stronger the personal connection. This connection is the core of millennial management; employees are loyal to managers who know them, care about them and spend time helping them improve. 5. HOST RECURRING “CAREER CONVERSATIONS.” Employees respond to a compelling personal vision of the future. To keep employees excited about performance, host “Career Conversations” or development discussions several times a year. Discuss the employee’s talents and interests in conjunction with the needs and direction of the organization. This insures a viable plan as it blends the needs of the organization with the talents, interests and goals of the employees. Allowing employees a voice in the development process is one of the most significant ways to fire up an employee.

The world has changed; it is time to write a new story. This one has to be bolder, more engaging and feature the employee. Employees are the brains and heart, the knowledge and emotions, the actions and passion of the organization. This powerful new organizational asset must be well understood to be well managed. Many of today’s managers misunderstand the performance power of this asset, and never ignite its potential. Exceptional employee performance starts with great management. Engage and inspire them. Listen to and care about them. Fire them up! And in return, they will smoke your competition. • Jay Forte is a powerful performance speaker, consultant and founder of Humanetrics, LLC. He applies years of research, along with his training as a CPA, in his work with managers who want to be more successful in activating and inspiring exceptional employee performance. Renowned for producing results, Jay is working on the forthcoming book, “Sparks! Fire Up Your Employees and Smoke Your Competition; Invite, Incite and Ignite Performance.” For information on keynotes, speaking, consulting or to see the daily “BLOGucation,” visit www.humanetricsllc.com or www.FireUpYourEmployees.com, or call 401-338-3505.

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USE AUTUMN’S FRESH VEGETABLES TO HARVEST NEW RECIPES Continued from page 19

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Name: ________________________________ Business: _____________________________ Address: ______________________________ City: __________________________________ Prov: _________________________________ P.Code:________________________________ Tel: __________________________________ Fax: __________________________________ e-mail: ________________________________ 1. TYPE OF BUSINESS (Select only one): ❏ Independent Pizzeria ❏ Pizza Chain/Franchise ❏ Italian Restaurant/Full Service Restaurant ❏ Other Non-Pizza Restaurant ❏ Take & Bake ❏ Catering Service ❏ Government, Library, School ❏ Distributor, Supplier, Manufacturer ❏ Other ______________________________ (Specify) 2. IF PIZZERIA RESTAURANT, ARE YOU A: ❏ Quick Service Pizzeria ❏ Family/Mid Scale Pizzeria ❏ Casual Dining Pizzeria ❏ Gourmet Casual Pizza Dining 3. WHAT IS YOUR JOB TITLE? ______________________________________

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26 pizza NOVEMBER 2008

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with pumpkin, drizzled with sage butter, which can easily be parlayed into a pizza. You can roast slices of butternut squash or pumpkin, and layer them on a pizza crust to make it look like a pumpkin. To appeal to kids for dessert, offer small, sweet-crust pizzas dotted with colourful candies and chocolates. (But tell their parents they can only have the candy pizza if they try the Brussels sprout one first!) 6. DECORATE ACCORDINGLY To get your Autumn Harvest theme going, you must also decorate your operation appropriately. The fall season offers several inexpensive items that you can use to easily achieve this goal, with pumpkins leading the way. Nothing states “fall has arrived” better than the sight of pumpkins. Use cornhusks, sheaves of wheat and a variety of gourds to decorate your countertops and shelves.

7. PROMOTE, PROMOTE, PROMOTE To kick off your Autumn Harvest, throw open your doors and invite locals to try out your new line of pizzas. Prepare a large cauldron of hot, apple cider to get people in the mood. Offering free samples of your new pizzas is the only way to get pepperoni-and-cheese stalwarts to even consider ordering anything else. Send flyers out within your neighbourhood to invite them to the launch of your Autumn Harvest. Include your new line of pizzas with tantalizing descriptions, and a coupon with a discount for the purchase of one of your new, seasonal pizzas. • For more than 25 years, Diane Chiasson, FCSI, president of Chiasson Consultants Inc., has been working with North America’s leading restaurant, foodservice, hospitality and retail owners and operators to deliver truly unique dining and shopping experiences for all their customers. Diane is recognized as an industry leader in providing innovative and creative foodservice and retail merchandising programs, interior design and marketing concepts. You can call her at 416-926-1338 or 1-888-926-6655, fax her at 416-921-6994, contact her via e-mail at chiasson@chiassonconsultants.com or visit her website at www.chiassonconsultants.com.

COHORT TRACKING Continued from page 22 BABY BOOMERS (1946-1964) This cohort represents one-third of the Canadian population. Businesses have focused on targeting because they represent such a large consumer base. The front end boomers are in their 60s, just a few years into their retirement. The younger boomers are about to become empty nesters. What will the effect be? Smaller portions, healthy options and value for money are front and centre in their choice of eating establishments. Value doesn’t necessarily mean cheap – it means great quality at a reasonable price. Prix Fixe menus that include appetizers and desserts as one price along with the entrée are gaining popularity. If interest rates stay low it means their investments won’t be growing quickly so they’ll be mindful of how to spend it.

WORLD WAR II (1928-1945) These customers are over 65 years of age for the most part and represent a smaller portion of the population in terms of numbers. Many of them are dealing with the normal health issues related to aging. What will the effect be? Accessibility, easy to read menus, softer breads and pizza crusts. Delivery will be appreciated for those who don’t want to go out. The degree to which you choose to target one cohort over another depends totally on the location of your business and your operational strengths and objectives. If you’re close to a college then you’ll want to think about echo boomers for the next few years to be followed by millennials. The key is to let your business ebb and flow much like the population around you. It’s all about acting our age. •

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classifieds REAL PEPPERONI... Never compromise when it comes to your pepperoni toppings. What would your pizza be without great tasting pepperoni? Sila believes in traditional values. These values are supported by quality – quality you can feel, taste and smell. We never compromise on the rich flavour of real pepperoni. For more info, call Viau Foods, Inc. 1-514-321-8260 or fax 1-514-321-8770. ITALIAN SPECIALTY CHEESE... Salerno Dairy Products Ltd. Manufacturers and distributors of great tasting Italian cheeses and food products, invite you to contact their sales professionals. Each representative is motivated to ensure quality dairy products backed by service second to none. For more information and quality products, call 1-800-263-6536 or 1-905-544-6281. FOR ALL YOUR PIZZA NEEDS... Ricco Food Distributor. Your complete pizza supply distributor, serving southwestern Ontario. For further information and pricing details, call Don Windsor at 1-519-245-7081 or fax 1-519245-7126. SPRINGER’S MEATS INC... Processors of quality fresh, smoked and cooked meats. We specialize in pepperoni, ham, back bacon, bacon ends, over 150 items. Serving the food service industry of southwestern Ontario. For details call 1-905-544-0782 or fax 1-905547-3107.

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Advertisers' Index Company

Page #

Abaro Group . . . . . . . . . . . . . . . . . . . . .28 Burke . . . . . . . . . . . . . . . . . . . . . . . . . .IBC Dacon International . . . . . . . . . . . . . . . .27 Doyon . . . . . . . . . . . . . . . . . . . . . . . . . .28 Crown Custom Cookware . . . . . . . . . . .13 Dairy Farmers of Canada . . . . . . . . . . .23 Dutchess Bakers Machinery . . . . . . . . .25 Hotbag. . . . . . . . . . . . . . . . . . . . . . . . . .27 Middleby-Marshall . . . . . . . . . . . . . . . . . .9 Northern Pizza Equipment . . . . . . . . . .27 On Trend . . . . . . . . . . . . . . . . . . . . . . . .27 Pizza Today . . . . . . . . . . . . . . . . . . . . . .17 Prince Foods . . . . . . . . . . . . . . . . . . . . .27 Red Light Equipment . . . . . . . . . . . . . .27 RJMA . . . . . . . . . . . . . . . . . . . . . . . . . . .28 Ricco Foods . . . . . . . . . . . . . . . . . . . . .20 Richarson Foods . . . . . . . . . . . . . . . . . . .5 Salerno Dairy. . . . . . . . . . . . . . . . . . . . .24 Saputo . . . . . . . . . . . . . . . . . . . . . . . .OBC Speedline Solutions . . . . . . . . . . . . . . . .27 Springer’s Meats . . . . . . . . . . . . . . . . . .24 Thunderbird Food Machinery . . . . . . . .21 Viau Foods . . . . . . . . . . . . . . . . . . . . . . IFC Woodstone Corporation . . . . . . . . . . . .20 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.

NOVEMBER 2008 pizza 29

pizza on fire

Changing tastes Tom Stankiewicz

ou can say that there are as many different tastes in the world as there are people. And it’s true. You will find in every pizza store, the pizza just doesn’t taste the same – even if it has all the same toppings. Those of us who are in the business know what the secret is, but to an average customer it’s a mystery. Most of them go home and think, “I like John’s pizza better than XCB Pizza. There’s just something about the way it tastes.” That’s exactly what we want them to say. If there were no differences between our fine-quality products many of us would be out of business. It would make no difference to anyone where they ordered their pizzas, because at the end they all would be the same. So, offering variety is very important. To keep your business growing you don’t want to blend in with the rest, you want to stand out and be unique. Offering your clients something that your competition can’t duplicate gives you an edge. Many of us have noticed that over the years people have become more health conscious. There has been a definite shift to choosing and eating more healthy food and practising a healthier lifestyle. At first, you might think it could be rather difficult for a pizza store to join this health movement. But when you look around, you see that many of us have been able to incorporate the concept into our menus. For example, a simple addition of different dough choices, such as whole wheat, allows your customers to make an informed decision about their next meal. Then, you notice that one of your regular customers who’s been ordering the

30 pizza NOVEMBER 2008

same thing for the last five years, all of out there, you get surprised at the least a sudden asks to have his pizza made on expected moment. whole-wheat dough. The best places to see unconventional Quite a few people choose to order their pizza toppings are the different pizza compizza on thin rather than regular dough. petitions that are held all over the place. The great news is that many pizza stores Recently I attended one and someone have no problems accommodating such decided to offer shark meat as a gourmet requests. I’m sure that you would be very topping. It might sound strange and a surprised to hear from a client that another bit unconventional at first but obviously pizza store wouldn’t accommodate his re- some customers like it. And at the end it’s quest for thin pizza dough. all about the customers and how to get Small changes like that are just some more of them into your store. examples of what is simply part of the busiIt’s good to remember that although ness these days. And this means our loyal our customers love their pizzas, they also customers stay with us and want some variety. There is at the end of the day, if they nothing stopping you from are happy, we are happy. providing that variety and Changing tastes also There has been making it your own unique means small – but perway at the same time. a definite shift haps major for some of you I’m sure you’ve had – changes to your business. to choosing and clients who have left Some of us may be reluctant and started buying their eating more to do it at first, but eventupizza from someone else. ally we join this changing Sometimes it’s simply behealthy food tastes movement. cause they wanted to try I’m sure that some of something that tasted a you have noticed more clibit different than their ents ordering salads along with their piz- regular pizza at your place. It’s part of zas. This is a perfect opportunity to ex- being in business. One day you lose a pand your salad menu and show that you client and the next day you gain two want your clients to eat healthy. I haven’t new ones. seen whole-wheat garlic bread yet, but I My advice is to offer a variety of topwouldn’t be surprised if somewhere out pings and pizza dough, keep your recithere someone has thought of it already pes up to date, introduce some healthy and has it on their menu. choices to your menu, and you’ll be fine. Food businesses like our pizza stores After all, pizza has been around for ages thrive on different and changing tastes. and for all the changes in tastes, people Some people prefer hot and spicy, oth- keep coming back for more. • ers crave sweet, and still others will mix everything together and wouldn’t have it Tom Stankiewicz, owner of Bondi’s Pizza in London, Ont., any other way. Just when you think that has been working in the pizza industry for 15 years. You you offer every possible pizza topping can reach Tom through pizza@annexweb.com.

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