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Movers & shakers The new frontiers of pizza

Volume 19 Issue 6 November 2013

12 MOVERS AND SHAKERS

Meet four pizzeria concepts shaking up how customers are served.

17 PROFITING FROM PLANTS 17

From roasting to getting saucy, there’s a myriad of ways to increase the premium appeal of your vegetables.

editor’s desk

pizza bites

27 SCOVELL GETS THE BUSINESS

pizza pete

How personality ultimately paid off for this ambitious pizza manager.

the pizza chef

guest column

making dough

guest column

the pizza dude

marketing insights

pizza on ﬁre

22 KEEPING YOUR DRIVERS SAFE Here are some great ideas to increase staff safety on the job.

DEPARTMENTS

www.canadianpizzamag.com

NOVEMBER 2013 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

THE

STANISLAUS E

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

from the editor’s desk November 2013, Vol. 19, No. 6

Movers and shakers o say that pizza is a wallflower among foods is about as erroneous a description as one can come by. There is nothing underwhelming about pizza. Pizza is passion. Pizza is madness. Pizza is the Picasso of one-dish culinary art. And, without a doubt, the world would be a duller place without the pizzaiolo. Let’s celebrate the spirit of pizza with a nod to some of the entrepreneurs shaking up the Canadian pizza scene. We’ve put together a “Movers and shakers” article to highlight what we think are some of the most unique, progressive and just plain cool concepts that are redefining how pizzerias serve their customers. Canadian Pizza magazine is all about you, but we know you are all about your customers. Starting on page 12, we’re taking you on a little trip outside the proverbial pizza box and into a land where soon we might see more pizzerias opening that look just like these. Pizza is reinventing itself by being whatever it needs to be to whoever wants it, whether it’s a classical Napoletana wood-fired pie, a hearty and heavily topped bestconsumed-with-beer pie, or the nouveau give-me-something-different pie. Turn it into a cone, make it on flatbread or wrap it inside a burger. Pizza can already be whatever its consumers want it to be, but how, when and where it is served will become the next arena of evolution. However, it seems everyone wants a slice of the pie, including the grocery retailers. Grocery stores have long been viewed as competitors because of the frozen pizza makers, who are improving their product, getting their cheese price breaks and filling up the aisles with convenient take-home

pizza. But, of course, nothing beats fresh. Now, we are seeing more grocery stores offering fresh take-home pizza, baked or unbaked, and paying attention to the general fresh ready-made meal category. Loblaws’ flagship store in Toronto has what is basically a restaurant inside where customers can pick up salads, quiche, made-to-order pasta of the day, hot pressed Paninis, burgers off the grill and most definitely pizza. Sobeys recently announced a spate of new healthy eating programs and Whole Foods has been reporting success with the introduction of pubs located inside its stores. The grocery battles are heating up, and they appear to be going after your customers as part of their turf wars. It’s convenient for people to pick up a pizza from the grocery store when they are already there buying food. I am betting grocery companies are focusing on the quality of what they are offering as well, and doing so with what are likely tremendous resources at their disposal in comparison to independents. How, when and where you reach your customers is going to be a point of differentiation that will become more important as food service finds itself in more competition with grocery retailers. We hope you enjoy reading about four pizzerias that are serving up something different that’s working in their markets. Passion has always served, and always will serve, the pizza industry well. People can sense when they are enjoying food made with love and ingredients handled with care. When you can also offer your guests an experience, you’ve got something truly unique to offer. Few can resist the lure of a good story about great pizza. •

@CdnPizzaMag

6 pizza NOVEMBER 2013

Editor Laura Aiken laiken@annexweb.com 416-522-1595 Assistant Editor Karly O’Brien kobrien@annexweb.com 905-713-4358 Publisher Christine Livingstone clivingstone@annexweb.com 519-429-5173 888-599-2228 ext. 239 Sales Assistant Jarah Stefek jstefek@annexweb.com 888-599-2228, ext. 219 Media Designer Alison Keba Group Publisher Martin McAnulty mmcanulty@annexweb.com President Mike Fredericks mfredericks@annexweb.com Mailing Address P.O. Box 530, 105 Donly Dr. S., Simcoe, ON N3Y 4N5 PUBLICATION MAIL AGREEMENT #40065710 RETURN UNDELIVERABLE CANADIAN ADDRESS TO CIRCULATION DEPARTMENT, P.O. Box 530, Simcoe, ON N3Y 4N5 e-mail: 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 e-mail: 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. ©2013 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 Wooden serving boards merican Metalcraft recently introduced a line of olive wood serving boards. The company offers six olive wooden serving boards in two different styles. Each board features an unusual handle and shape. They range in size from 10 5/8” L x 5 1/8” W to 17” L x 9” W. www.amnow.com

Consumers replacing QSR visits with food trucks A

new NPD Group survey shows that consumers are replacing a quick-service restaurant (QSR) visit with a food truck visit. “For now at least, food trucks need not be viewed as a threat to restaurant demand nationally,” says Bonnie Riggs, NPD restaurant industry analyst, in a media statement. “However, in markets with a developed food truck presence, QSR operators should take note of the beneﬁts food trucks offer, such as different and fresh food, especially as a means to build their snack business and/or protect lunch trafﬁc.” The NPD foodservice market research survey, which addressed the awareness and practice of obtaining foods and beverages from food trucks, asked respondents where they would have obtained their meal or snack if not from the food truck, and about half of the consumers surveyed said they would have ordered from a fast food restaurant. Another 20 per cent of respondents said they would have skipped the meal altogether, implying their visit to the food truck was spontaneous or unplanned.

8 pizza NOVEMBER 2013

The top reasons consumers gave for using food trucks related to availability of “interesting” foods and convenience, which are the traditional strengths of QSR outlets, according to NPD. Since the top foods typically offered by food trucks are hot sandwiches, Mexican foods, cold sandwiches and soups, Mexican and sandwich QSR places may view food trucks as more direct competition than other restaurant categories. Dayparts are another way in which food trucks compete with QSR outlets since the trucks are primarily used for lunch and snacking, which is likely due to the specific location and the food/beverage/snack items offered, finds NPD. Although QSRs have more reason than FSRs to be concerned about the prevalence and location of food trucks, another finding of the survey is that while some consumers are regular users, many make purchases from food trucks only very occasionally. More than half of those aware of food trucks in their area say they purchase from them once every two to three months or less often.

pizzabites

Canadian Pizza welcomes back columnist

RBC rolls out energy program for retailers he Royal Bank of Canada (RBC) recently launched a program available for retailers looking to retrofit their locations for environmental reasons called the Energy Efficiency Lending program. An energy retrofit is the process of making improvements to the infrastructure of a building that results in saved energy and therefore money. This lending program is designed to provide clients with cost savings. It also provides other benefits such as goodwill through sustainable practices in a business’ operations, a favourable working environment, lending on future cash flow savings attributed to the energy efficiency retrofit, and an increase in the value of one’s business. A pilot program for retail clients in Ontario is already underway with a national rollout expected later next year. For more information, please contact Roy Patterson of product management and development for Royal Bank of Canada at 416-974-1031.

BY KARLY O’BRIEN or Roberto Vergalito, pizza has been a part of his life since he was a child. On the weekends, his father, Pasquale (also known as Pat) would help out at his good friend’s nearby pizzeria. “My father was no pizzaiolo, but it was something that he enjoyed and I would always tag along,” he tells Canadian Pizza magazine. “I didn’t know it then, but I was being trained on how to make pizza and sauce from a very young age, passing on those skills to my own pizzeria.” After wrapping up university and working for family in the U.S., Roberto found that he wasn’t where he was “supposed” to be. “I was feeling a little lost like I wasn’t doing what I was supposed to be doing.” Not too long after coming home to Canada, he saw a pizzeria for sale. He used his savings to purchase it in August 1999. At the time it was part of the Paesano’s Pizza chain. However, he found that every location was doing something different so he renamed it to Roberto’s Pizza. “It was amazing,” he begins. “As soon as I changed my name I bumped revenue by 50 per cent, and that is when I really started rolling.” A few years later, he hit a high pinnacle of pizza achievement. “I got the opportunity to serve pizza to parliament, and to the prime minister. It was quite the honour, and their kitchen was pretty impressive.” Shortly thereafter in 2001, he caught the eye of then-editor Drew McCarthy and became a regular columnist. However, when he lost his father to cancer in December 2008, Roberto had to handle family affairs and leave the pizza industry. A year prior, Pat was diagnosed with non-Hodgkin’s lymphoma. Fast-forward five years later, he has opened up a new pizzeria in St. Catherines, Ont., named Roberto’ Pizza Passion. “I have been away from the industry for almost five years now and I’ve missed it,” he says, solemnly recalling the years he missed out on. “I love making pizza. When I was a kid I swore I would never get into this industry, but here I am and now I can’t get out of it.” He is happy to be back contributing to Canadian Pizza magazine, but he says beware as he is equipped with opinions and the need to tell things like it is. “I have a strong opinion of how things should work in this in industry,” he laughs. “I’m very passionate about this industry, and I want to share my ideas and experiences with everyone else who also shares my passion for it.” Roberto is glad to be back in the industry, around his loyal customers, and to work again with fellow pizzaiolos to create a better industry. Check out his first column in our December issue.

NOVEMBER 2013 pizza 9

the pizza chef

Sophisticating your vegetables Diana Coutu

re your customers tired of the frozen asparagus, spinach or broccoli same old vegetable toppings you don’t need to blanche them ﬁrst. on your menu? Maybe they The freezing process breaks down just are asking for something new or a vari- enough of the cellular structure to lend ation of something old. Perhaps they’d itself well to baking in the high temlike something with a bit more ﬂavour? perature of a pizza oven. Consider adding corn and black Most pizzerias have the standard beans to your menu for a four vegetable toppings; couple of months to see onions, green peppers, if there’s any interest in tomatoes and mushrooms. I realize that Consider adding your market for something out of the ordinary. technically tomatoes are corn and black We featured a Mexicana fruit; however, today style pizza with salsa inI am grouping them in beans to your stead of marinara as the the vegetable category. menu for a sauce, black beans, corn, Canadians have become more sophisticated with couple of months black olives, jalapenos and diced tomatoes their palates and are ripe to see if there’s mixed with some oregfor some new offerings ano, basil and olive oil on their standard Friday any interest in with a blend of Monterey night pizzas. If you want your market for Jack, medium cheddar to keep your customers happy you, ought to something out of and mozzarella cheeses. We bring this pizza back expand your palate too. on our menu for a couple the ordinary. After all, just because of months every year. you’ve never enjoyed arOven-roasted red tichoke hearts or spinach peppers are one of our on a pizza before, doesn’t mean you can’t start today. And remem- bestselling vegetable toppings. They ber, you don’t have to love it to carry it pair up with just about every other on your menu. If your customers enjoy meat, vegetable and fruit topping, including pineapple. it, that’s reason enough. If you don’t want to increase your Asparagus and broccoli, two of my favourite veggie toppings on pizzas, inventory, then you can always jazz pair nicely with pesto chicken or capi- up your existing vegetable toppings. cola ham and cheddar or feta cheeses. Oven-roasted mushrooms are very difTo use them on pizzas, consider oven ferent on a pizza than standard fresh roasting the asparagus, or you can sim- mushrooms. You don’t need any extra ply blanche the spears and they bake up equipment to cook them: just use a nicely in a pizza oven. If fresh options regular pizza pan, throw in a portion aren’t in season or are very costly due of mushrooms, if you’re using fresh to a low harvest, then consider using mushrooms, add a little extra to allow frozen vegetables. When you choose for shrinkage and then add a table-

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spoon of olive oil, some sea salt, dried basil and oregano, and bake them for about ﬁve minutes. You can then put them on top of a pizza as you would if they were fresh. You can make a spicy version using the same process. Just add some of your favourite hot sauce instead of the olive oil and herbs and voila: spicy, oven-roasted mushrooms are fabulous with pepperoni and tomatoes! Speaking of tomatoes, there are hundreds of varieties of tomatoes that you could choose to jazz up an ordinary vegetarian pizza! Roma, plum or cherry tomatoes bake up differently on pizzas than the standard beefsteak tomatoes. Sundried tomatoes have a very different taste and texture than any of the fresh tomato varieties. When you consider all the possibilities of vegetable toppings on pizzas and their relatively low cost compared to that of proteins, there are only advantages – no down sides – to featuring them on your menu. •

Editor’s note: For more on jazzing up vegetables, see our feature story on page 17. Diana Coutu is a two-time Canadian Pizza Magazine chef of the year champion, internationally recognized gourmet pizzaiolo, co-owner of Diana’s Gourmet Pizzeria in Winnipeg, Man., and a director for the CRFA from 2009-2013. 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 Diana@dianasgourmetpizzeria.ca.

feature

Movers and shakers Meet a pizza farm and trailer, a place where quick serve meets full serve, an assembly line style store and a boundary-less mobile pizzeria BY KARLY O’BRIEN

anadian Pizza set out to ﬁnd pizzerias that are doing something unique in terms of their service and how they operate their business. We dug up some interesting concepts that are showcasing something outside the box. Let’s take a look at who’s been moving and shaking up the industry in Canada.

FLATBREAD FARMS It’s a business that’s been 10 years in the making for Grant Johnson. After spending two years in Italy as a photographer, Johnson found his passion cooking pizza and creating the perfect thin-crust dough. Over time, he worked at it to create a viable business plan that included buying a farm where he grows organic fruits, vegetables and herbs, and then investing in an open-concept pizza trailer featuring his own hand-made wood-ﬁred pizza oven. About ﬁve years ago, he had enough capital to buy his “pizza” farm located in the Similkameen Valley of British Columbia, which is a rural area known famously around the world for its wine and grapes. “We’re still getting up to speed, and

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it’s taken time to rework the land, find out what products we can start growing, and then get a custom-built kitchen made,” says Johnson, who as the owner of Flatbread Farms. The farm grows many varieties of garlic and tomatoes, many types of herbs, peaches, mixed fruit, corn, melons and peppers, to name a few offerings. Since Johnson has the capability of growing fruit, he’s decided to incorporate it into some untraditional pies. One of his favourites features and a customer favourite contains peach, apricot and pork. Since he cannot dedicate all of his time to the farm, Johnson says it’s impossible for him to grow all of his ingredients. Until he gets more help, he will continue to source from other local organic farmers. His time away from the farm is dedicated to catering, and to attending events and farmers markets with his pizza trailer. “This is actually our first year that we’ve had our pizza trailer out there full time. Before we would only show up occasionally. We’re moving slow, but we’re finding the reception of our pizza is going great.” The trailer usually stays pretty close to home,

venturing only to the Okanagan on a regular basis, but it occasionally attends highly populated events across the province. After hearing people from the U.S., Ontario, and Nova Scotia ask if there is a frozen pizza line, Johnson is now considering it, as it will generate more revenue in the winter season when there are fewer tourists. “I’m ﬁguring out how to preserve freshness, taste, and keep it frozen while delivering, and when we do ﬁgure that out, Whole Foods has expressed interest in our product.” In the future, Johnson says, there is a chance that the business will become franchised, as people across the country have also expressed an interest in selling Flatbread Farms’ pizza in their area. For now, that’s on the backburner.

Jason Allard (left), chief operating ofﬁcer; Justin Lussier (middle), CEO; and Christian Bullock, chief business development ofﬁcer, have a laugh in one of Famoso’s Edmonton locations. Photo credit: Famoso

FAMOSO Famoso is one of the fastest growing pizzerias in the Canadian industry with a unique twist: it offers both full and quick service. “Many people are confused about how it operates since we cater to those who want to get in and get out, and to those who have time to spare and want to have the full restaurant experience,” explains Justin Lussier, CEO and co-founder of Famoso. On the company website (www.famoso.ca) there is a section titled How it Works, which describes Famoso’s operations for customers. Customers choose a table with a menu and then order at the counter. From there they can either start a tab or pay at the counter, and the meals will be served at their table. If customers choose to stay, then full service begins. Since opening six years ago in Edmonton, Famoso has expanded to roughly 20 locations across Canada and 10 set to open within the next year. The company maintains its image across all of its locations by doing things properly the ﬁrst time by providing thorough training and education. “For instance, we send all of our franchisees to Naples for a week to learn how to properly create Neapolitan-style pizza,” says Lussier. He and his partners want to dedicate the needed time to creating a brand that will stick across all of

their locations. It all started in 2005, when Lussier went on a trip with his girlfriend, now wife, across Europe. The couple started eating pizza since it was the cheapest yet most delicious item they could find. When they stumbled upon authentic Neapolitan pizza in Italy, the two found it the most addictive. “Once I tried the pizza in Naples I was hooked,” says Lussier in describing his experience. “I immediately wanted to open up a pizzeria and make this same quality back home.” Shortly afterward, he found a payphone to call his friends and future partners to tell them about the idea. They were hooked too. The Famoso team, which consists of Lussier, chief operating officer Jason Allard, and chief business development officer Christian Bullock, trained with the Associazione Verace Pizza Napoletana (AVPN) to learn firsthand what the standards were. To adhere to those standards, the pizzeria must use double zero flour from Italy, tomatoes from the Naples region (uncooked) and bocconcini mozzarella balls. Some other requirements include that the crust has to be hand-stretched, credit-card thin, thick in the middle, cooked within 60 to 90 seconds, and at 800 to 900 F, in a wood-fired oven. Over the years, the Famoso boys also have developed a section of their menu called New World Pizza that accounts for one-third of their menu. Lussier points out one pie in particular that is the most popular in the section. “We have one pizza that has Brussels sprouts, dates, Gorgonzola, honey, and walnuts on it,” he begins. “It sounds weird, but people love it and always come back to have it again.” PIZZAWORKS PizzaWorks has taken the popular assembly-line concept from the U.S. and brought it to Canada. “We believe this is the only place a personalized pizza made-to-order exists in Canada, and we are so excited about that,” says Laurence Rose, the founder of PizzaWorks. The business opened its doors to the Toronto market around mid-July after two years of research and development on the

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feature

name, product and concept. Rose told Canadian Pizza that he was disappointed with the current offerings in the industry, and felt that nothing matched the same quality, speed and customization that he was imagining. That is, until he took a look at the U.S. market. “I found out there was a large movement in this area, but in Canada there was nothing like it,” he says. “I thought it would be a great adventure to be at the helm of something new.” After determining the concept he wanted to build on, Rose and Jackson Combs, who is the head of operations and general manager, worked on the product. Among

Standing in front of the PizzaWorks storefront in Toronto, from left to right, is Laurence Rose, founder and owner; Howard Rose, chief ﬁnancial ofﬁcer; and Jackson Combs, operations manager and chef. Photo credit: PizzaWorks

other innovations, they had a chef specializing in ﬂour design the organic dough that is used to make their pies, which later slide into the pizzeria’s impingement oven. Aside from its traditional offerings, PizzaWorks wants to expand further into unique pizza offerings after stumbling upon the Pizza Salad Sandwich. “It came while doing our R&D actually,” says the passionate owner. “After we put the salad on it, it became natural to fold it over and slice it.” There are three different salads to choose from: Cesar, Greek, and house. From there, the customer can choose any other toppings he/she wants. To accommodate the varying amount of toppings per customer, Rose and Combs

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made sure the crust was thin, but not so thin that the middle of the pizza would collapse with too many toppings. So far PizzaWorks has one location, which is used as a pilot project to test new ideas and to build up the concept. Once they do, these newcomers have no intention of franchising. “We want to have control of the restaurant experience, and the menu, and product offerings, as well as expansion,” he adds. “I think that’s a major problem with bigger pizzerias, and we don’t want to make that same mistake.” WHISTLER WOOD FIRED PIZZA Three years ago Kory Klein opened his pizzeria as a food trailer in Whistler, B.C., but his love for pizza began after making a pizza for the first time when he was 12. “I have always had a love for pizza, and it has been something I’ve wanted to do for a long time.” Klein initially had a fulltime job, and because he didn’t want to put any financial stress on his family, he kept it while doing gigs on the side to raise money for his wood-fired pizza oven and later for his trailer. After a couple of years, he raised enough money; however, he still kept his full-time job while attending farmers markets to sell his pizzas to eager customers. Now his whole family is involved, which means Talula, his 10-year-old daughter, and Tess, his wife. “My daughter started cooking pizza when she was eight, so she’s got me beat,” jokes the Windsor, Ont., native. On most days his family stays in the Whistler region, but he is also known for travelling the sea-to-sky highway that is 409 kilometres long and goes from the mountains to the sea. However, upon request he rolled down to Palm Springs to cater a wedding. “I don’t limit my business, we will literally go the distance for our customers,” says Klein, who mentions he is a fan of thin crust and hates the idea of gourmet pizza. The Klein family is excited about their “tripped out” new food trailer. “The engine, the weight that it can hold – this baby is made to last, and is just tripped out.” Pizza is a great food to get mobile, and doing so gives operators the chance to open up their customer base to beyond their back door. •

This is the open-concept pizza trailer that Flatbread Farms uses to interact with customers and provide full transparency.

Kory Klein, owner and operator of Whistler Wood Fired Pizza, sits with his wife, Tess, and 10-year-old daughter, Talula. Photo credit: Whistler Wood Fired Pizza

BROUGHT TO YOU BY

We hope you enjoyed this new special section recognizing the ‘Movers & Shakers’ in the Canadian pizza industry.” If you know someone who is doing great things within the industry feel free to contact us at laiken@annexweb.com For more on what’s hot, visit www.canadianpizzamag.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

guest column

Cheaper cheese update Garth Whyte arlier this year, the restaurant industry received some great news from the Canadian Dairy Commission (CDC). The price of mozzarella cheese used on fresh pizza would be going down. This announcement broke a long history of cheese prices going up year after year. It also helped level the playing field with frozen pizza manufacturers, who have enjoyed deep discounts on mozzarella cheese for many years. At the Canadian Restaurant and Foodservices Association (CRFA), we recognize that more needs to be done to make dairy prices more competitive. However, this new discount on mozzarella cheese for fresh pizza, known as class 3(d) cheese, is a good first step. The price that approved restaurants pay should drop by five to 10 per cent, depending on the mozzarella composition. We worked closely with the CDC to make this discount happen, and we’re working equally hard to make sure the program is a success – for our members, for consumers and for the Canadian dairy industry, which stands to benefit from a growing demand created by more competitive pricing. The 3(d) program took effect on June 1 as a 15-month trial program. It’s critical that as many restaurants as possible sign up to make it a success. So far, the CDC has issued more than 4,000-3(d) cheese permits to restaurant owners. It’s an impressive number, but we know there are many more with pizza on the menu. If you don’t yet have a 3(d) permit, your first step is to visit the CDC website (www.milkingredients.ca) to complete the online application. You will need: • HST number • business number

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•

quantity of mozzarella cheese purchased in the last 12 months • percentage of mozzarella cheese purchased that is used to make pizza prepared and cooked on site If you’re a CRFA member, we can help you through the application process, as well as help you troubleshoot with the CDC if for some reason your application is turned down. If you’re not a CRFA member, consider joining us to take advantage of these services and to add your voice to our ongoing campaigns for fair dairy prices. The 3(d) program is proof that with a united voice we can achieve reforms that lead to real savings for our members. With our members’ help, the CRFA will be tracking price discounts from processors and distributors to make sure restaurant operators are receiving the maximum beneﬁt from the 3(d) cheese class. We’ll be sharing this information with the CDC and our members. So far, approximately 20 dairy processors and 60 distributors have signed on to the 3(d) permit program. However, it is entirely up to each company to decide how much of the discount to pass along to their customers: the CDC will not intervene. That’s why the CRFA “report card” will be so important to making sure you’re getting a fair deal from your cheese supplier. This new approach to mozzarella pizza cheese pricing is far from perfect, but within Canada’s dairy supply management framework it’s a huge win for the restaurant industry. The CDC deserves credit for bringing together all the players – dairy producers and processors and the restaurant industry

– to come to an agreement that lays the groundwork for further progress. Many people in the industry have offered their thoughts on the new discount. “A good example of how greater collaboration between the whole value chain can help grow markets for our farmers while keeping Canada’s restaurant industry competitive,” said federal agriculture minister Gerry Ritz. The president of the Dairy Farmers of Canada Wally Smith said, “it is the farmers’ sincerest hope that this class will bring growth in sales of cheese in the restaurant pizza category.” Don Jarvis, president and CEO of the Dairy Processors Association of Canada had this to say: “We’re delighted to work closely with the Canadian Restaurant and Foodservices Association to make the newly created 3(d) class of mozzarella cheese for restaurant pizza makers a great success. The price reduction will be a win for restaurateurs, while the anticipated increase in consumer demand for that cheese on pizzas will be a win for our members making mozzarella cheese.” Clearly there were many players who had to come to the table and deliver the new 3(d) cheese class to Canada’s fresh pizza makers. Now it’s your turn to make it a reality in your restaurant business. The CRFA is proud to be your partner in making this program a success. • Garth Whyte is president and CEO of the Canadian Restaurant and Foodservices Association (CRFA). Founded in 1944, the CRFA has grown to 30,000 members across the country, including restaurants, bars, caterers and other foodservice providers, as well as suppliers to the industry. For more information, visit www.crfa.ca.

For more on the prep table, visit www.canadianpizzamag.com

feature

Proﬁting from plants Take your vegetable toppings to the next level BY LAURA AIKEN

onsidering the explosion of gluten-free food in the market, one would be inclined to think it is the leading health claim at limited-service restaurants (LSR) today. But, it’s not. Vegetarian is actually No. 1. Vegetable consumption in restaurants is growing, particularly in the quick-serve/ LSR and fast-casual segments, according to Kelly Weikel, senior consumer research manager for Technomic. LSR menus saw a 6.11 per cent year over year growth in dishes containing vegetables (source: MenuMonitor). Statistics from Technomic’s 2013 Canadian Beef & Pork Consumer Trend Report indicated that on average, respondents estimated 20 per cent of the meals they consume at home and away did not have any meat, poultry or seafood in them. The 2012 Canadian Healthy Eating Report by Technomic

showed that next to burger chains, pizza had the highest prevalence of items listed as vegetarian on LSR menus. The top three health descriptors at full-service restaurants (FSR) with varied menus were gluten-free (246), vegetarian (89) and healthy (55). Although vegetarian claims didn’t lead the pack, they experienced a 22 per cent growth from 2011 to 2012. Italian restaurant chains received special mention in this category for having a high number of healthy descriptors, including gluten-free, vegetarian and nutritious (source: MenuMonitor). Technomic has singled out vegetables and vegetarian options as a 2013 foodservice trend to watch in Canada. Going forward, we expect the menu trend toward vegetarian claims to continue, exempliﬁed through more locally sourced, in-season fresh veggies as side dishes and also more vegetarian entrées. As

more consumers take a new “ﬂexitarian” approach to dining – enjoying meat on some occasions and avoiding it on others – operators will continue to emphasize veggie preparations as healthy choices. Some trendy vegetable ingredients to watch include kale, Brussels sprouts, carrots and cauliﬂower,” reads an excerpt from the 2012 Canadian Healthy Eating Report. “In general, I think this sounds like a big opportunity for pizza concepts and right on track with a lot of trends we are seeing: towards consumers seeking betterfor-you options that toe the line between healthy and indulgent to get that balanced diet they are looking for, a greater use of vegetables in general and widening of perception that meat is not necessarily integral for every meal, and movements to more high-quality, fresh fare in a customizable format,” shares Weikel in an

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feature and is designed to serve as a source of inspiration. For example, e-mail to Canadian Pizza magazine. Considering there is an interest in vegetables by meat and non- you can click on cooked Italian eggplant as a base ingredient meaters alike, are you giving your vegetable toppings the attention and quickly see it is complementary to yellow pepper, tomato, they deserve? Pizza restaurants are well poised to appeal to an cooked fava bean, olive oil, dried black pepper powder, ginger interest in vegetables, and it’s time to consider that the palates of and lemongrass. You can discover that bacon is a friend to carrots your market may be ready for more sophistication than you are or that asparagus pairs with poppy seeds and roasted peanut. It’s a veritable playground that’s attracted the likes of famous chef giving them. Heston Blumenthal, and although many “I do think this comes into play with of the ingredients read a little haute consumers in terms of their perception of couture, there is plenty of inspiration to value/price and that, especially if the menu be found using toppings you already have items come at a premium price point, they in your kitchen. are looking to operators to make vegetable Marina Rondinelli, two-time Canadian dishes taste better/be more flavourful than Pizza magazine Chef of the Year runnerraw vegetables/vegetables they can make up and 2011 Inspired Chef recipe at home. I think prep style, like roasting, challenge finalist, knows a thing or two wood-firing, etc., is an effective way to about taking vegetables up a notch. do it because it gives the item a point of Recently retired from the pizza game, differentiation since a lot of the time they Roasting or sautéing mushrooms in garlic Rondinelli shared some of her favourite either can’t or don’t want to take the time will give a whole new flavour to this ways to take veggies to the next level and to do this on their own at home and it popular topping. sound financial reasons for doing so. maintains the healthfulness of the food,” writes Weikel. Rondinelli’s four principal reasons for putting extra effort into When it comes to jazzing up your veggies, the sky is the limit. The website Foodpairing.com can be a great resource for creating vegetables are to improve perception (you can jazz up your menu new recipes. The website is a database of flavour compounds that with descriptors), to improve looks (even adding spices changes connects foods sharing complementary profiles in a visual tree, the look of your pizzas), to improve taste, and to improve the bottom line (you can charge more). The pizza veteran typically roasted her vegetable toppings, which allowed them to be prepped in advance and extended the shelf life of the produce by a couple of days. She recommends cooking the toppings until they are just done and “not dead.” Some of her favourite standbys are super simple: roasted red peppers in sea salt and olive oil, mushrooms in garlic, and red onions in merlot or sautéed in beer. Rondinelli cut her veggies into large chunks so they wouldn’t disintegrate and found it made the pizzas look more appealing (plus it was easier to charge more). She made use of herbs such as basil, sage, rosemary, chive, cumin, chili flakes, paprika, garlic and ginger (fresh or dried), but suggests you make use of what you already keep and use in the kitchen so it stays cost effective. Lemons and limes also will bring out of the flavour of vegetables. Rondinelli is known for using lots of alcohol in her cooking, particularly vodka and beer. Italian dressing served as a good all-purpose marinade, and sweet chili sauce is marvelous with zucchini, asparagus or any other thicker vegetable. She’s pan-fried veggies in bacon fat, and seasoned sweet potatoes in cayenne and cinnamon for a kick of “sweet-heat.” Soy sauce pairs well with mushrooms or broccoli. She also liked dipping broccoli in an egg wash and rolling it in parmesan cheese. “Anything you can do with meat, you can do with veggies,” says Rondinelli. “[But] I leave them [vegetables] alone unless they pay for it. Try it out for a month…You can jazz up your vegetables to make yourself different from your competitors.” • For more on the prep table, visit www.canadianpizzamag.com

18 pizza NOVEMBER 2013

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5IF 8PSME T -BSHFTU (BUIFSJOH PG 1J[[B 1SPGFTTJPOBMT 3FUVSOT UP -BT 7FHBT We’re pleased to announce that we’ve lined up three fantastic restaurant and television personalities to jump-start your day and provide you with motivation and insight. This year our featured keynote speakers will be Donatella Arpaia, who is best known for her recurring role as judge on the Food Network’s “The 1PXFS 1BOFM o Next Iron Chef” and “Iron Chef America”; and celebrity pizzeria *OEFQFOEFOUT PG UIF :FBS 3PVOEUBCMF owners Sal Basile and Francis Garcia, who own five Artichoke How do you climb the mountaintop in the pizzeria business? Pizzerias in New York City. You’ll have the opportunity to learn about routes already taken ,FZOPUF %POBUFMMB "SQBJB from our panel of super-successful operators, all of whom were recently named Independent Pizzeria of the Year by Pizza Today Restaurateur, author, and television personality, Donatella Arpaia has become magazine. In a free-ranging discussion, they’ll share methods— an influential woman in the world of food, and a few trade secrets—for outperforming the big chains. business, and entertaining. Her background includes an education from the French Culinary Institute and Italian Culinary Academy, but her passion for classic Neapolitan pizza began long before that. She grew up in a family of restaurateurs: Both her father and brother have owned and operated several Long Island and New York City establishments. Donatella is a wealth of knowledge when it comes to restaurant start-ups, having opened eight in New York City and one in Miami. For the most part, her menus have featured upscale renditions of Italian regional cuisines. But in Arpaia’s most recent restaurant— given her own first name, Donatella, and described by the New York Times as a “glittery pizza parlor”—that caught our attention. Her pizzeria features a Neapolitan-style menu reflecting her father’s native region of Italy, and she’ll tell you about her journey back to her roots in this kick-off keynote to Pizza Expo 2014.

UI #JSUIEBZ #BTI o 8FEOFTEBZ .BSDI Q N Come help us celebrate three decades of great Pizza Expo gatherings at the 30th Birthday Bash. There’ll be live music, games, entertainment and much more. Don’t miss the finals of the Freestyle Acrobatic Dough-Tossing competition from the World Pizza Games. We’ll have food and drink stations set-up throughout the room. You’ll find appetizers, specialty foods, and yes, pizza along with a martini bar, craft beer stand and other assorted libations. This free event is our way of saying thanks to all attendees, past and present.

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Plan to see—and taste—the entries at the IPC Traditional (Tuesday) and Non-Traditional Craft Beer Pavilion featuring samples for attendees from top (Wednesday) preliminary rounds, which lead up to the Thursday finals. U.S. craft breweries. You’ll get to taste flavorful brews that You’ll be able to watch 60 entrants in each division assemble their pies match the artisan caliber of your pizzas. and compare your own notes to those of the judging panel. The winner In addition, craft beer will be a topic of panel discussions in in each division takes home $7,500 and has a shot at $5,000 more as the seminar hall on Wed., March 26. a qualifier in the Pizza Maker of the Year mystery-ingredient bake-off at show’s end. Two other divisions will be held for specialty pies—the American8PSME 1J[[B (BNFT Pan (Tuesday) and the Italian-Style (Wednesday). Competitors in each You don’t want to miss WORLD PIZZA GAMES of these divisions will vie for the two $4,000 winners’checks and a shot the thrill and excitement ,FZOPUF i1J[[B $V[w at Pizza Maker of the Year. of the World Pizza Games. The competitors 4BM #BTJMF BOE 'SBODJT (BSDJB In addition, four past champions will take part in a special “Best will put on a show you won’t believe, from out-of-this -world Many have heard the call, but only two have been chosen—at least by a national Freestyle Acrobatic routines to the fastest Pizza Triathletes in the of the Best” blind-box competition on Tuesday and a new Gluten-Free Division will be judged on Wednesday. world. It’s a once-a-year stage show designed exclusively for network—to travel the U.S. in search of Interest crescendos on Thursday with the finals in the competition pizza operators—with awards and an expected cameo perforthe best and most unusual pizzas. Cousins Sal Basile and Francis area inside the Exhibit Hall. The show closes with the $20,000 MEGA mance by the nation’s newest dough-spinning prodigy. Prizes Garcia, who grew up in the family’s Staten Island restaurant, BUCKS GIVEAWAY™ and one extremely lucky winner! were selected to do just that by the Cooking Channel, resulting in will be given for Freestyle Acrobatics, Largest Dough Stretch, Fastest Dough, Fastest Box Folding and Pizza Triathlon. the “Pizza Cuz” series that began airing back in May.

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Their travels have led them to pizzerias in New York, New England, #FFS #VMM *EFB &YDIBOHF Detroit and other locations where they’ve tasted everything from This Pizza Expo tradition brings a classic New York-style pizza to the unimaginable. Sal and Francis together pizza operators from all over have their own signature pie, the Artichoke, that has created a cult the world for free-ranging discussions following, and they offer a crab pizza as well as their own spin on the of the latest issues, trends and Margherita that combines traditional Neapolitan and New York styles. problems facing the pizza industry. The Pizza Cuz bring to their Pizza Expo appearance an undeniable passion for pizza, their knowledge of the craft as pizzaioli and tales of We’ll supply plenty of beer and other cold beverages and you their pie-searching travels, along with their New York sense of humor. name the topics, ask the questions and help find the answers in this fast-paced group discussion. This friendly information exchange in a noncompetitive atmosphere is part of what makes Pizza Expo such a special attendee experience.

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making dough with Diane

SMS style Seven ideas for text message campaigns Diane Chiasson

sing text messaging is a great way to build your database, attract new customers and gain customer loyalty. Once you have your customers’ cellphone numbers plugged into your database, you can use a variety of auto-responder programs to send out text messages. These text messages usually contain upcoming promotions and coupons, among other content, on a weekly, biweekly or monthly basis. Text messaging is also a very costeffective way to run a marketing campaign. Plus, today’s society is so obsessed with text messaging that it is more likely your message will be seen than if you send e-mail or use a direct mail campaign. Here are some ideas on how to boost sales in your pizza operation using text messages.

TEXT WHEN PIZZA IS READY Offer to text your customers to let them know when their table is ready or when pizza is ready for pickup. Whether your business is a sit-down restaurant or a takeout and delivery operation, this system provides a great incentive for customers to give their cellphone numbers. If you are delivering pizza, tell the customer that the driver will send them a text when he or she is ﬁve minutes away. Then ask your customers if they would like to receive occasional coupons and discounts via text. If they say yes, you have just added another customer to your database. OFFER PROMOTIONS TO DRIVE REFERRALS Encourage your customers to share your promotional text messages with their

20 pizza NOVEMBER 2013

friends. If they get three friends to opt-in to your text program, reward them with a free slice of pizza. Use cellphone numbers to keep track of rewards So many companies now offer customers loyalty rewards programs that most people’s wallets are now jammed with dozens of punch cards from various retail stores, restaurants and other businesses. Make life easier on your customers by tracking their purchases using their cellphone numbers. Send them a text each time they make a purchase to let them know how many more buys they need to achieve the free meal. If your customer has not visited your pizza operation in a while, send them a text message to remind them that they are close to their reward. USE GEO-FENCING Geo-fencing technology has proven to be a great success. This technology creates a virtual perimeter around a geographic area so your customers will receive a text message when they are within a set radius of your pizza operation. Pizza Hut recently ran a geo-fencing campaign in the U.K. and found it to be its most effective marketing technique to attract customers. Geo-fencing technology is also affordable for small businesses. USE TEXT MESSAGING TO BOOST FACEBOOK FANS Text messaging is a great way to gain more fans on your Facebook page. Use a do-it-yourself short message service, or SMS, marketing platform such as Ez Texting that allows you to launch bulk SMS campaigns at the touch of a button. For example, place an ad where there

will be crowds of young people, for example, at a sporting event, movie theatre, concert or community gathering. In your ad, offer a free slice of pizza to anyone who texts a certain code to a designated number (via your marketing platform). Once the person sends the text, they immediately receive a response telling them to visit and like your Facebook page, and then they will get their free pizza SEND TEXT BLASTS ON SLOW NIGHTS Send out coupons via text during slow periods that require an immediate call to action. For example, if you know you are slow on Monday nights, send out a text blast in the afternoon with an offer that expires that night. This will get your customers to act immediately on your offer. BE SURE TO GET PERMISSION Before bombarding your customers with text messages, always make sure you let your subscribers know that if they enter a contest via text they will be added to your marketing database. It’s also important that subscribers are offered an optout option. This, however, should be a standard feature with any platform you choose. Launch your own text-message campaign, and watch how many more people respond compared to the traditional email or direct mail approach. • Diane Chiasson, FCSI, president of Chiasson Consultants Inc., has been helping foodservice, hospitality and retail operators increase sales for more than 25 years. She provides innovative food and retail merchandising programs, interior design, marketing and promotional campaigns, and much more. Contact her at 416-9261338, toll-free at1-888-926-6655 or at chiasson@ chiassonconsultants.com, or visit www.chiassonconsultants.com.

feature

It’s helpful for drivers to keep cash on hand to a minimum.

Keeping your drivers safe BY JULIE FITZ-GERALD

hether it’s a hectic weeknight packed with afterschool activities or a big game day ﬁlled with excitement and hungry friends, piping hot pizza delivered right to the front door is always a customer favourite. Delivery accounts for a large portion of the pie in this business, making the job of the delivery driver that much more important. For pizza delivery drivers, safety is perhaps their biggest concern. An unfamiliar neighbourhood, a darkened house, a gut feeling that something isn’t right – these all represent real safety issues for your delivery drivers and for good reason. Canada has seen its fair share of violent pizza delivery robberies and even murders. In June, a 17-year-old Winnipeg boy was sentenced as an adult to life in prison for murdering 54-year-old pizza

22 pizza NOVEMBER 2013

delivery driver Gerald Crayford after demanding that he hand over money and his cellphone. When Crayford tried to escape, the boy knocked him to the ground and hit him twice in the head with the blunt end of an axe. In July, two 21-yearold men in Nova Scotia were arrested and charged with ﬁrst-degree murder in the 2010 shooting death of 27-year-old pizza delivery driver Donald Chad Smith. Clearly, the safety concerns of delivery drivers are warranted, and as a pizzeria owner, it is your responsibility to ensure that proper procedures and training are in place to promote the safety of your drivers. Constable Victor Kwong, media relations ofﬁcer with Toronto Police Services, says that in Canada’s largest city, robberies are the main crime against pizza delivery drivers. “When we say robberies, according to

the law, it means the theft of something with force. That force can either be used or implied,” Kwong explains. Kwong says there are a few things that can be done to promote delivery driver safety. “Make sure they’re checking in: that someone back at the ofﬁce knows where their next delivery is. Other things include carrying only enough change [for the transaction] and if you do ﬁnd yourself in the process of being robbed, it’s only money. Everyone has to judge their situation to their own abilities. However much money that pizza person has on hand is not going to be worth his or her life.” At Agostino’s Pizzeria in Winnipeg, owner Agostino “Gus” Mauro has been making pizza for 30 years. To reinforce the safety of his delivery drivers, Mauro has several protocols in place, including

the use of cellphones and mobile debit/credit machines for each driver. By using a mobile payment system, Mauro’s drivers no longer have large quantities of cash on them at any given time. If they do reach $500 in cash, they must return to the store to “cash in” before continuing their deliveries. “The mobile debit and credit has been a big hit for us. Ninety-nine per cent of our business is with mobile payments now,” he says. With constant communication between the store and his drivers, Mauro knows where every driver is at all times, adding another layer of security. “They phone us after they’ve done their deliveries. If they’re not back in 20 minutes or so, our girl on the phone will call to see where they are.” While the use of new payment technologies and constant communication are important factors in your delivery driver’s safety, age-old safety tips should not be overlooked. “We tell all our customers, especially at night, to leave the light on. And I tell my drivers that if they don’t feel comfortable going in, don’t go. I’ve been doing this since 1984 and we’ve never had a theft that way,” explains Mauro. One of Canada’s leading pizza chains, Domino’s Pizza, also takes their delivery drivers’ safety very seriously. Cheryl Tower, director of corporate affairs for Domino’s Pizza of Canada, provided Canadian Pizza magazine with some of the ways that the company promotes driver safety. “Keeping our people safe is the other area we focus on, not only by training them to be alert for diving hazards on the road, but how to keep themselves safe from crime. We don’t allow our drivers to carry a lot of cash. With a number of people using our online ordering system (which keeps growing), many of our customers are beginning to pay by credit card, further reducing the amount of cash our drivers carry. They are also not allowed to wear excessive jewelry, which could make them a target.” The nationwide pizza chain also discourages its drivers from entering customers’ homes, regardless of the weather, and from leaving their vehicles if the delivery address is unlit or appears to be abandoned. “We would much rather deal with an angry customer wondering why their pizza is late versus putting our team members in danger.” In our increasingly tech-savvy world, many pizzerias now use POS systems to track orders and map delivery routes. It is also a handy way to verify that phone numbers and addresses match up, a technique that Domino’s Pizza uses as an additional layer of security. “With today’s technology, we can tie a phone number to an address. If the address on the screen is different from the one the customer is giving to us, we treat it as an indicator that there might be an issue, so our team members are taught to verify the reason for the discrepancy.” Despite best efforts, dangerous incidents can still occur. If one of your delivery drivers is the victim of a robbery, there are a few important steps to remember. “Life preservation is the ﬁrst thing: getting out of that situation and then calling police,” says Constable Kwong. “If there is any type of evidence that can be forwarded to us, deﬁnitely maintain that evidence, meaning do not touch it. That could be as simple as the guy handing over

some money to draw out the delivery driver’s wallet. If he still has that bill on him, don’t touch it anymore. We can use that for ﬁngerprinting. Anything that’s evidence, try not to handle. And always call police from a safe location.” Kwong also encourages pizzerias to share intelligence amongst one another regarding problem addresses or places where a robbery has occurred. “Sharing intelligence amongst even your competitors will only go to help each other,” he says. Domino’s Pizza agrees and is prepared to act if a situation arises. “It’s rare, but if there is an incident against delivery drivers in an area (ours or one of our competitors), we will work with local law enforcement to determine if the area is safe or if we should curtail delivery. Our goal is to sell and deliver pizza to anyone who wants it, but sometimes we can’t due to safety concerns. Thankfully, those situations are very rare.” By having a safety plan in place, you can be conﬁdent that your delivery drivers are secure while out delivering mouthwatering meals to the masses. • Julie Fitz-Gerald is a freelance writer and editor based in Uxbridge, Ont., and a regular contributor to Canadian Pizza magazine.

For more on stafﬁng, visit www.canadianpizzamag.com

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NOVEMBER 2013 pizza 23

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What leadership is NOT Erick Lauber, PhD

radley was failing, and failing badly. Not only did the members of his team avoid him in the lunchroom and never stop by to say “good morning,” they had begun taping a target to his back every day and everyone had signed up for archery lessons. Bradley’s leadership style just wasn’t working. Unfortunately, Bradley’s core problem was that he suffered from several leadership myths he’d picked up from pop culture. Like many of us, he didn’t have any formal training in leadership so his beliefs came mostly from watching movies. Leadership to Bradley was square-jawed men taking on insurmountable odds, rallying the troops with award-winning speeches, and humbly waiting for passionate kisses from pretty co-stars. Bradley thought he was prepared to be a great leader because though he didn’t have a square jaw and no one had tried to kiss him in years, he had been practicing his motivational speeches in the mirror. He had worked up his volume to “passing car with the bass too loud” level, and he could spew out all of the latest leadership buzzwords without spitting too much. But somehow, it just wasn’t working. What Bradley didn’t realize was that his ailments were completely ﬁxable. They are pretty common today. Perhaps you’ve experienced these leadership myths:

1. THE MYTH OF OMNIPOTENCE This shouldn’t be confused with the “myth of ominipresence” (the power to be everywhere) or the “myth of omniplexes” (the power to watch all of the movies in a theatre on only one ticket). The myth of omnipotence is thinking you can tell anyone on the team to do practically anything and

Three big leadership myths to avoid

they’re going to just hop to it, with a grin and a nod and a comment that means “You got it, boss. I’d walk through ﬁre for you.” It might happen in the movies but we know in reality a brand new leader doesn’t automatically get enthusiastic cooperation. He or she more often gets quiet acceptance, or perhaps begrudging compliance. Building cooperation and energetic participation requires time and careful nurturing in the real world. You might have to listen to a coworker tell that unfunny story about their nephew’s brief stint with the Ice Capades. You might have to not get your way a few times in order to “collaborate” with your team. Real humans don’t give blind obedience because of someone’s position in an organizational chart. And leaders can’t alienate people, even if they do suspect some of them might be possessed by aliens. 2. THE MYTH OF OMNISCIENCE This is the belief that being the leader means knowing everything about everything. It comes in two varieties. In some environments, it makes the brand new leader micromanage and attempt to oversee the smallest detail. In others, it makes the leader think they have to know the answer to every question. Why else would they be the leader? 3. THE MYTH OF OMNI-ADRENALINE This is probably the most damaging myth in today’s complex, skill-driven team environments. It is the belief that excellent execution from a team demands adrenaline surges, rousing speeches and lots of shouting. Every movie has such inspirational moments and Bradley tried to create them every day. Unfortunately, it didn’t seem to

work on his team. Shouting and adrenaline surges are only useful for invoking over-learned, mindless performance in the face of fear and actual physiological arousal. Military units and sports teams are perfect for this type of leadership. They also provide clear winners and losers and are wonderful backdrops for the kind of dramatic storytelling Hollywood thrives on. Would you want to see a movie about complex, skill-driven teams toiling day after day to solve logistics issues, or problems with customer service? Adrenaline surges also narrow cognition and thinking. Today’s work environment demands creative problem solving, flexible decision-making and complex reasoning. When was the last time you had to jump on a grenade or charge into an enemy bayonet line? A leader suffering from “omni-adrenaline” in the modern workplace looks clueless and simpleminded. “Why is he shouting? I’m trying to concentrate over here!” The myths of omnipotence, omniscience and omni-adrenaline are just a few of the leadership stereotypes that can be fixed with training or mentorship. Fortunately, these “inoculations” are available in all kinds of dosage sizes. Everyone can get access to leadership training in today’s technology-connected world. And why not? Wouldn’t you want to create a more productive, co-operative workplace by dispelling the myths of leadership you suffer from? • Erick Lauber, Ph.D., is an applied psychologist and faculty at Indiana University of Pennsylvania. He speaks and consults on leadership, personal growth and development, and taking charge of our own life stories. He has won 19 educational TV/film awards and has published in numerous psychology journals and book chapters. His video log is located at www.LifeFraming.org. Visit www.ErickLauber. com or call 724-464-7460.

NOVEMBER 2013 pizza 25

marketing insights

Gluten-free’s silver lining Michelle Brisebois

f you’re like most business reports that menus mentioning glutenoperators, you’ve probably free increased by 36 per cent from watched the gluten-free trend 2011 to 2012. Gluten-free is also the warily. We’ve all wondered if it was a fad most common health claim made on or a long-term trend with staying power. menus, with 4.8 mentions per menu The evidence so far suggests that gluten- versus the next most popular claim at free foods might just be here to stay. This one mention per menu of low calorie. means that adding gluten-free options to While highlighting gluten-free options your menu is becoming a “have to have” on a menu is helpful to those diners who are already seated and no longer a “nice in your establishment, to have.” That piping what about those who Gluten-free is no longer haven’t decided where a niche market, and you’ll hot glutento dine yet? If glutenneed a promotional plan free pizza that free is such a powerful to effectively serve it. marketing message, how According to the Canadian just came out do we leverage it more Celiac Association, one of the oven effectively to increase our per cent of Canadians capture rate of undecided are diagnosed with celiac is definitely diners? disease (a reaction to the a “tweetable Anyone with a food gluten that causes damage allergy, intolerance or to the lining of one’s small moment.” another unique dietary intestine) yet only five per need such as vegetarianism, cent of those who have will tell you that they push the disease have been their dining companions officially diagnosed. The association also reports that six towards restaurants that cater to their per cent of Canadians have a gluten dietary need. In other words, the person intolerance, but a significant 22 per cent with the most at risk will most likely of Canadians avoid gluten by choice. The push their fellow diners to go where number of Canadians seeking gluten- they can eat well and as such they are free products is pegged at 2.3 million. a huge influence on where to go. If you Furthermore, celiac disease is four capture their hearts, minds and attention times more prevalent now than it was – you’re golden. What’s needed here in the 1950s and that rate of increase is is an awareness campaign that targets expected to double every year for the next these people with the news that you can address their dietary need and do 15 years. In response to this trend, restaurants it deliciously. Go fishing where the fish are. People are creating new gluten-free menu items. NPD’s MenuTrack, which analyzes menu with dietary restrictions are usually trends of the top 53 Canadian restaurants, health conscious. If you advertise, you’ll

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want to target the food section of the newspaper or look at publications that focus on healthy living. Look at developing a network of local health professionals to partner with. Contact local naturopaths, yoga studios, family doctors and dieticians so they can share your information with their clients, who will naturally ask for advice on where to eat. Don’t overlook digital venues to get your message out. Many bloggers are passionate about healthy eating. If there is one locally who writes about healthy eating, offer them a free meal so they can share the rave reviews with their readership. Post updates to your Facebook page when you introduce a new menu item. Ask a savvy team member to be your communications champion. That piping hot gluten-free pizza that just came out of the oven is definitely a “tweetable moment.” If you track your digital footprint, you’ll likely find that these posts are the most commonly retweeted (shared) with other potential customers. If mentions of your gluten-free status are peppered throughout your website and home page, diners searching for this type of menu item will be guided towards your business. Gluten-free is likely here to stay, and far from being an operational problem, it’s a marketing gold mine. If you tap into this, trend reactions to your menu will only be of the most profitable kind. • Michelle Brisebois is a marketing professional with experience in the food, pharmaceutical and financial services industries. She specializes in brand strategies. Michelle can be reached at briseboismichelle@sympatico.ca.

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Scovell gets the business How Brandi Scovell won a Topper’s Pizza franchise BY LAURA AIKEN

s a store manager for Topper’s Pizza chain, Brandi Scovell did not ﬁnd it all that strange to be asked to participate in a corporate training video for the franchise. Of course, things are not always what they seem. Scovell’s twist of fate started long before she knew it. Cineﬂix Productions approached Keith and Kelly Toppazzini, brothers and owners of the Ontario-based Topper’s Franchise Company, to participate in a concept show that would air one year later on the Food Network as the June 24 episode of Giving You The Business. “To get the studios on board and everything else, it begins as just a thought and where they were going they didn’t even know exactly, but we knew at the end of the day we would be giving away a franchise. We were excited. We liked the idea. Although there are a lot of reality shows out there, we thought this was unique and lot of people liked how it turned out,” says Keith Toppazzini. In Giving You The Business, four employees of a restaurant chain are handpicked by company leaders to go through a series of crazy challenges on the job while the bosses watch on hidden cameras. At the end of the day, one will walk away with a

big prize, and in the case of Topper’s, it was the key to their very own franchise. Initially, the brothers went through a series of Skype screenings and then didn’t hear anything for about six months. At that point, Toppazzini figured the concept had died, but then a call from Cineflix came out of the blue. Cineflix wanted to develop the idea. She didn’t know it, but Scovell, a working mother and Oshawa, Ont., resident, was one step closer to the opportunity of a lifetime. Called up to help with a corporate training video, Scovell was in for one of the weirdest shifts of her career. During the episode, she faced a customer who wanted to use his own toppings and dough, an unprofessional new delivery driver and a group of construction workers who were grossly overpaid. There was even a fighting love triangle and a customer who just refused to make up her mind and order. It would be a trying day on the job by anyone’s books! “It was quite interesting. It was actually a lot of fun. It was a test for sure,” says Scovell. She adds it was the strangest day at work (but not the scariest for Scovell, who has been robbed at gunpoint on the job). Did she suspect anything was up? “I thought, if something isn’t going on

and this is the typical clientele that was at the Sudbury store where the filming took place, then everybody there needs a raise.” The customer challenges Scovell faced were invented by the studio, Toppazzini says, so “when we agreed to the show we didn’t get to choose how the show goes.” “The scenarios they put through were what they thought would be entertaining for the audience, and they certainly were.” After undoubtedly a long and bizarre day at work, Scovell, along with the three other managers who had been hand picked by the Toppazzinis – Mitchell Simpson from Collingwood, Janette Rizzo of Barrie and Gerry Cayen of Timmins – were finally let in on the big secret. “I was in complete shock. It was an honour to even be chosen to be part of what I thought was a corporate training video. Again, even more of an honour to be chosen to be on a TV show, and then to actually win it – honestly, I still don’t think it’s completely sunk in. It’s been a lot of fun. I’m learning a lot more than I knew before about the business. And the whole experience was definitely a once-in-a-lifetime thing. I’m extremely grateful to Keith and Kelly Toppazzini for giving me this opportunity.” Scovell says she was surprised by the

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feature amount of support the store’s regular customers have given her. After the show aired, there were just as many people calling to congratulate her as there were people ordering, she says. “The customers and my staff have all been extremely supportive of me and it’s just been a great experience so far.” She won the store she had been managing previous to being on the show, which was a corporate location at 22 Stevenson Rd. in Oshawa. She had some tough competition to beat, and at the end of the day the Toppazzinis saw something in Scovell that allowed them to make their decision. There were seven challenges that the brothers saw their talented managers face, but only four made it to air. Over the course of the day, Scovell demonstrated a care for people and customers, a genuine attentiveness that let her personality shine. The bosses were looking for an individual who would take their corporate store to the next level, and Scovell made one gesture in particular that sticks out in Keith Toppazzini’s mind. “There was one particular scenario where a group of customers came in – construction workers – purposely to create chaos, and then when they left abruptly they were told [by the show] to leave as much money and change behind as possible. By the time the person serving them ﬁgured it out, they had overpaid by about $50, which is extremely unusual. What Brandi did, was take the money and put it into the donation box for sick kids, which absolutely ﬂoored my brother and I with what a goodwill gesture that

PIZZA & WINE AUTHENTIC ITALIAN RECIPES AND WINE PAIRINGS In Pizza & Wine, Chef Leonardo Curti shares 65 delectable pizza recipes paired with the perfect wine to create an idyllic meal. Includes these delicious pizza variations and more: Ř 4XDWWUR )RUPDJJLH Ř 5RDVWHG 3RWDWR ZLWK :KLWH 7UXIƃH 2LO Ř 3DQFHWWD DQG :KLWH $DSDUDJXV Ř 7XVFDQ 6DODPL &DO]RQH Ř ,WDOLDQ )LJ DQG 3URVFLXWWR

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was. I’m sure all of those managers could have used the tips, but what Brandi did really brought to our attention the person that we were dealing with.” Scovell is continuing to learn the Topper’s system, and all the ins and outs of going from being a manager to being an owner, but says that with the support of Keith and Kelly and her Topper’s family – her “second family now” – she knows she’ll be able to get it all done. “I’m young, I have drive and I know I can be an added success to the Topper’s family.” The whole experience has been very meaningful for the Toppazzini family. The brothers’ father didn’t start the company until he was 45, and until then he had worked for large chains as a grocery manager. When he decided to go into business for himself, he had very little to put towards the investment. It was a during a hard time for the family, shares Toppazzini, and there weren’t a lot of people supporting his father except for one community bank manager who believed in him and gave him a very small loan that was just enough to start the business. “One of the things that resonated with us was actually giving someone else the opportunity in life to start their own business and rewarding themselves through their own skills and ability and certainly possibly providing more to their own family, so we thought it as a great opportunity. We feel very fortunate that the Food Network and Cineﬂix actually chose us.” •

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Consider the alternatives Tom Stankiewicz

ou might have noticed that more and more consumers are opting for alternative food choices. People are becoming more aware of the consequences of their food decisions, which ultimately causes them to adjust their eating habits. As consumers, they expect to see more options available to them that would allow them to pick the right foods. We took notice and started researching how our pizzeria could add these choices to our menu. With an increasing number of our customers asking to accommodate their speciﬁc dietary needs, we decided to do it and haven’t looked back since. One of our popular menu choices is our gluten-free pizza dough. The idea to offer it started with a few comments from customers who wondered why our menu choices lacked this particular alternative. Since our number 1 priority is to take customer feedback seriously and turn it into a positive experience, we started to explore how their suggestions could be incorporated into our existing pizza selection. It didn’t take long before the menu was updated and the rest, as they say, is history. As a precaution and to avoid contamination with our other pizza dough options, the gluten-free one is made at a different facility. We decided to take it one step further and now our various meat toppings are also available in a gluten-free form. Our customers are simply ecstatic that they are no longer limited to traditional pizza dough. From a business perspective, this was a signiﬁcant decision that allowed us to create a positive customer experience by listening to our customers’ needs. It

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was also essential in helping us differentiate our business model from most other pizzerias. We saw an increase in our sales and gained additional customers, specifically those who are interested in gluten-free options. Another alternative that we offer and our customers are raving about is the vegan cheese by Daiya. By far, this is one of the best selections of a non-dairy cheese alternative on the market right now. Cheese is one of my favourite food categories, and I have tried many different vegan cheese products; however, none of them matched what we know as “cheese flavour.” For people who follow a strict vegan diet, this cheese is quite remarkable and tasty as well. This small addition to our cheese choices allowed our pizzeria to reach a broader spectrum of customers who otherwise would not have considered our pizza for dinner. Prior to carrying this product, we had customers who brought their own vegan cheese in a plastic bag and asked us to put it on their pizza instead of our regular cheese. Again this sparked an idea that maybe there are more consumers out there who would not only prefer but also require a vegan cheese option. After extensive research we determined that this new vegan cheese selection would further benefit our pizzeria. In addition to drawing positive feedback from customers, it also created a positive marketing image by word-of-mouth advertising. Soya cheese is our third topping selection that is also very popular among our customers. While traditional pizza cheese is still by far the most requested topping, I have noticed that the orders for the healthier choices are becoming

more frequent. To help us move forward with this new trend toward alternative choices, we need to stay focused on what’s best for our customers and identify their special needs. I’m sure that 20 years ago nobody imagined gluten-free products would be widely available in grocery stores. Since consumers demanded to have this alternative available, it can be found in almost every grocery store. I believe the same positive change will take place when it comes to traditional pizza toppings. That is why it’s extremely important that we all listen to our customers and consider their suggestions, even if at ﬁrst they seem unusual. I would not hesitate to recommend these additions to any pizza menu, especially for a pizzeria that is looking for new ways to attract more customers. If you have patrons who have expressed interest in any new topping for your pizza, my suggestion would be to give it a try. Initially, it may appear as though only a few customers are requesting the dietary alternative, but there might be many others who simply do not visit your pizzeria because that topping or alternative is not being offered. From my own experience, I know that not every customer is comfortable saying what he or she would like to see on your pizza menu. Listening to the few who do voice their opinions might pay off in the long run. It’s good practice to give something new a try; otherwise you might not even know that a great opportunity has just passed you by. • Tom Stankiewicz has been in the pizza business for more than 15 years. He has been the proprietor of Bondi’s Pizza in London, Ont., since 2000, and is president of the Canadian Pizza Team.

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