PMQ Pizza December 2025

Americans love pizza more than ever, but costs soared and competition got stiffer this year, even at supermarkets and gas stations. To win every order in 2026, you’ll need to get hyper-focused on operations.

Price for this service varies based on type of message & volume.

• We apply volume discounts across entire chain, so individual location owners benefit from total chain volume.

As low as $0.01 per message for high volume customers!

Use your Existing Phone Number to send messages!

• Either through direct integration to your POS system, or by exporting lists from the POS to import into our platform, you can schedule & manage outbound text message marketing to increase revenue.

We are fully compliant with CITA/FCC regulations!

Text messages have up to 95% open rate within minutes: push online orders, drive additional revenue, & send upsell messages!

EXAMPLE OF HOW IT WORKS:

1) Send a X Dollars off coupon message to customers who’s last order was more than 90 days ago, with the goal of “re activating” those customers.

2) Send an “upsell” coupon for add on items to more active customers

3) Automated campaign to send a few hundred messages per day, with the goal of adding 10+ additional orders per day. Messages can be coupons, but you can also get great traction with messages such as “Happy Monday. Did you know you are allowed to eat pizza on Monday?” followed by your online ordering link.

THE $1 MILLION MAN

Domenick Calise turned grit, resourcefulness and HR know-how into a seven-figure success story with Bucky’s Pizza in Chatham, New Jersey. After losing his corporate HR job, Calise—who’d been running popular pizza pop-ups on the side— poured sweat equity into reviving a shuttered pizzeria he bought for $28,000. He ended up investing a total of about $125,000 to turn the building around and set it up for production in October 2024. Within a year, Bucky’s topped $1 million in sales, peddling a mix of traditional rounds and Detroit-style pizzas. Calise’s HR background has undoubtedly boosted the shop’s standout performance. He applies corporate hiring and retention principles to build a loyal, motivated team—vetting candidates through peers, encouraging staff growth and even paying employees when the shop closes for holidays. That people-first approach has prevented turnover and freed him to focus on scaling smartly. Now, he’s exploring ways to expand production while preserving Bucky’s culture and quality. Bolstered by a smart marketing strategy— social media buzz, influencer outreach and word-of-mouth—he has built a thriving, modern pizzeria that proves perseverance and thoughtful leadership can be a recipe for both financial and personal success.

Read the full story at PMQ.com/buckys-pizza.

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ELEVATING THE BUSINESS OF PIZZA

WTWH MEDIA, LLC

CEO Matt Logan mlogan@wtwhmedia.com

CONTENT

EDITOR IN CHIEF Rick Hynum rhynum@wtwhmedia.com

SENIOR EDITOR Charlie Pogacar cpogacar@wtwhmedia.com

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A Publication of WTWH Media, LLC

Volume 29, Issue 10 | December 2025 888-543-2447 ISSN 1940-2007 | Permit #5040

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PMQ PIZZA Issue 10 December 2025 (ISSN 1940-2007, Permit #5040) is published monthly in January, March, April, May, June, August, September, October, November and December by WTWH Media, LLC, 1111 Superior Ave #1120, Cleveland, OH 44114-2560.

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Opinions expressed by the editors and contributing writers are strictly their own and not necessarily those of the advertisers. All rights reserved. No portion of PMQ PIZZA may be reproduced in whole or part without written consent.

December 2025

18

Young Guns

Many young people do want to work, says David Sommers, co-owner of Mad Mushroom. You just have to build the right culture—and structure—to help them excel.

42 Influencer Intel

How can you attract influencers’ attention, give them a great experience and reap the benefits? Three in-demand Instagrammers share their best advice.

50 Multicultural Mash-Ups

Taking inspiration from their unique cultural backgrounds (India and Argentina), these two pizza chefs are wowing customers in two very different U.S. cities.

56

Blood, Sweat and Honey

RC Gallegos needed a new revenue stream during the pandemic. His journey is a case study for single-unit independents who dream bigger.

Pizza Power Report 2026

Despite economic tumult and a higher level of competition, the pizzeria failure rate is far lower than you think. But to stay profitable, you’ll need to get hyper-focused on operations and win every order.

BY RICK HYNUM and CHARLIE POGACAR

Polly-o mozzarella is the best part of the pizza

Developed specifically for New York style pizza, our new loaf is the perfect combination of quality and convenience. With a superior melt, stretch and browning, this formula is full of flavor with less residual oil.

CHEESE, Made in New York since 1899

email info@polly-o.com to request samples

SPINATO’S: GIVING EMPLOYEES TRUE OWNERSHIP

AFTER MORE THAN 50 YEARS AS A FAMILY-OWNED BUSINESS, Arizona-based Spinato’s Pizzeria & Family Kitchen has transitioned 49% of company ownership to eligible team members in an Employee Stock Ownership Plan (ESOP). That means about 33% of the brand’s current employees are now owners and can share in profits as the brand grows. The Spinatos developed the idea during a family retreat in 2022. “We talked about how COVID19 changed everything and how the dream of retirement became more elusive for our friends, family and even our own employees,” says CEO Anthony Spinato. The

ESOP model makes that dream more attainable—and it’s a smart business move, too. To ensure Spinato’s future success, he says, “we needed to make sure the tenure of our people could grow. We want to find ways to retain our top talent, attract new talent, and then reward their hard work and outcomes. We liked that an ESOP is true ownership.” After all, many Spinato’s team members already think and act like owners through their commitment to providing memorable guest experiences, Spinato notes. “It’s the right thing to do to reward them with shares of company ownership.”

Unmatched Flexibility AUTHENTIC FLAVOR,

When you see the Bellissimo name, you know you’re getting cheese crafted with authenticity, consistency, and exceptional flavor. That same commitment to quality shines through in our full line of fresh mozzarella.

From delicate Ciliegine to hearty 16 oz. balls, and whole or pre-sliced logs, Bellissimo Fresh Mozzarella is available in a wide range of sizes and formats—perfect for everything from a classic Margherita pizza to a vibrant Caprese salad and all your signature creations in between.

But fresh mozzarella is just the beginning.

Explore Bellissimo’s full catalog of premium cheeses, including block and shredded mozzarella, robust Gorgonzola and blue cheese wheels, creamy goat cheese, and essential Italian staples like Ricotta, Mascarpone, and aged hard cheeses. With Bellissimo, you’re not just choosing cheese—you’re choosing a brand trusted by pizzerias and restaurants nationwide to deliver consistent quality and flavor that stands out.

TRY BELLISSIMO FRESH CHEESE—AND TASTE THE DIFFERENCE THAT MAKES YOUR MENU UNFORGETTABLE

HOCKEY AND HOT PIZZA IN A HALLWAY

Many pizzeria owners dream of a bigger space— maybe taking over the business next door or securing a downtown spot with a patio. Not Sean Dempsey, owner of Dempsey’s Brewery Pub & Restaurant in Watertown, South Dakota. He looked at an empty hallway in a local hockey rink and said, “Yup, that’s the one.” Specifically, the new Prairie Lakes Ice Arena, home of the Shamrocks, a junior hockey team in the NAHL. The games routinely pack all 1,500 seats, but the arena’s concession stand couldn’t accommodate the crowd. Enter Dempsey, who moved in and started offering single-topping pies made with three Ooni ovens, plus craft brews from Denver Beer Company. “We have about 27’ long and about 6’ deep for our entire footprint,” he says. “No seats—this is a burn-and-turn operation.” With 30 to 35 games a year, he adds, “we’re projecting about $1,500 a game, so I’m hoping to add about $50,000, at minimum, to the bottom line at the end of the season. I think we’ll have a solid space where we can continue to grow the brand. Or we will burn down the arena. Hopefully, that’s not the case.”

KINDNESS AS A SUPERPOWER

Ken Engelman was volunteering as a poll worker last year when the dozens of political lawn signs gave him an idea: What if these “symbols of division” promoted a positive message instead? After the election, he asked the candidates to donate their signs and repurposed them with a simple message: “Please Be Kind!” Within weeks, the signs had popped up on lawns in 70 towns across Connecticut. Engelman, founder of a nonprofit called Community Volunteers United, went on to create stickers with the message, and now they’re displayed on pizza boxes by New Haven’s iconic Frank Pepe Pizzeria Napoletana. He’s also contacted pizza box manufacturers and asked them to add “Please Be Kind!” to their standard box designs. Engelman knows kindness is every hometown pizzeria’s superpower and hopes shops nationwide will contact him for stickers and signs—and even host “kindness nights” for their customers. Pizza, he says, is “the one food that’s shared in homes, offices and community centers. Every box can spark a conversation about empathy and respect.” To join Engelman’s movement, email him at ken@communityvolunteersunited.

NYC to SC: How a New Operator Perfected His Authentic Dough

Custom dough creations brought a taste of NYC to South Carolina.

The simplest solution is often the best one. While this is true in many cases, when it comes to the science behind dough craft, most operators will agree that the saying doesn’t quite hold up. From gluten production to water quality and challenges ranging from mixing up salt and sugar to maintaining the perfect rising temperature, creating great pizza dough is anything but simple—and it often suffers from the labor issues that plague foodservice as a whole.

When New York City native Mike Pitera moved to South Carolina, he quickly realized there wasn’t much in the way of great pizza, so he opened his own truck with the help of his father. However, Pitera knew that space would be an issue with a truck. “When I first came down with a food truck, I didn’t have mixers or a landing kitchen,” he says. “I needed a way to make pizza without a staff. Frozen dough was the only practical path to kickstart the business.” Starting with that food truck, Pitera opened his first brick-and-mortar location in 2018 and soon expanded to two locations due to demand.

He immediately began researching manufacturers that could meet his expectations for traditional, high-quality New York-style pizza while delivering consistency. “Quality was everything,” Pitera says. “As a pizza maker, it feels sacrilegious to buy dough, so the product had to be as consistent and high quality as if I made it in-house. If I froze my own dough and thawed it, I wanted it to perform the same way.” When Pitera found DeIorio’s, a New York-based frozen pizza dough manufacturer with 100 years of experience and the ability to create custom dough recipes, he knew he had found the quality he demanded.

Pitera now offers five different pizza styles, all created from his one master dough: Grandma’s, Sicilian, New York, Detroit, and Tavern crust. “Their team isn’t just chefs—it’s scientists who analyze protein and gluten levels, hydration, and mixing,” Pitera says. “I gave them my recipe, and they scaled it commercially.”

This partnership has enabled Pitera to offer pizza that tastes like home without worrying about labor or training.

“We receive sealed, portioned dough,” Pitera says. “A teenage dishwasher can lay it out to proof overnight and it’s perfect by morning. That’s real-world labor efficiency.”

DeIorio’s core philosophy of consistency, versatility, and efficiency is evident in both Pitera’s and other operators’ stories, as well as their wide range of products and solutions. The company also offers eight alternative base crusts—from cauliflower and chickpea to gluten free and red lentil. With a century of experience and close partnerships with working chefs like Pitera, DeIorio’s continues to innovate, helping pizzerias maintain consistent, high-quality products while staying ahead of emerging trends.

Pitera’s success in bringing a taste of home to South Carolina speaks to the standards DeIorio’s can provide. “Customers constantly compliment the crust. People from up north tell me it reminds them of home—the taste, the crispiness, the flavor. That consistency means everything to me.”

For more information on DeIorio’s dough, visit deiorios.com/pizzeria-sub-shops

YOUNG GUNS

WHEN YOU’RE RUNNING A PIZZERIA IN A COLLEGE TOWN, students cycle in and out every semester, mostly chasing gas money or rent. But every so often you find someone who could be your next manager—or even partner.

David Sommers knows that path well. He started as a delivery driver while attending Purdue University and worked his way up to co-owning Mad Mushroom, with six locations in Indiana and Kentucky. We asked this consummate operator, who’s also a veteran member of PMQ’s U.S. Pizza Team, how he nurtures—and retains— youngsters with high growth potential.

David Sommers doesn’t buy the cliché, “Kids don’t want to work.” Here’s how he identifies, nurtures and retains high-potential workers in a college town.

BY BRIAN HERNANDEZ

PMQ: When you’re interviewing a college student, do you try to figure out right away whether they’re looking at pizza as a career path or just a short-term job?

David Sommers: Not at all. Everybody starts as a trainee. They may have experience from other pizzerias or even fine dining, but we have our own way of doing things. What matters most is whether they’re willing and open to learn. Once they begin working with us, we can assess whether they see themselves doing five hours a week for spending money or something longer term. Most fall somewhere in between, but some, like me, stay and grow with the company.

PMQ: What are some signs of leadership potential in a young person, and how do you help them grow?

Sommers: We encourage our managers to look for well-rounded people—students involved in clubs, sports or other activities. Those experiences usually help with communication and teamwork. But we also understand that, for many, this is their first or second job. They still need to learn what work really means.

We recently launched a structured testing and training program. Everyone starts as “in training” for their role, be it delivery, kitchen or customer experience. From there, they can test into higher levels and eventually management. It’s step by step. The people who want to learn more show themselves, and we give them the pathway. We’ve learned that promoting too fast can backfire. In the past, we tried co-general managers at one store, and it didn’t work. If two people are in charge, nobody is. Defining roles and setting clear expectations is critical. Now, advancement comes with testing and training, not just tenure.

PMQ: What motivates college-age employees to stay longer than a semester or two?

Sommers: Recognition is huge. Everyone wants to be appreciated. Years ago, I learned a method where a manager kept coins in his pockets—pennies for praise, nickels for corrections—and had to move them from pocket to pocket as he gave out each [type of feedback].

By the end of the day, he had to give more positive feedback than negative. That stuck with me. I don’t carry coins, but I make a point to thank employees and notice the good work they do. Culture and appreciation keep people longer than money alone.

PMQ: Do you incentivize high-potential workers differently than those who just want part-time hours?

Sommers: We treat everyone with respect, but yes, the people who want to grow are given more training, more responsibility and more opportunities. Some are content with steady hours and a paycheck, and that’s fine. But for those interested in moving up, we make the path clear.

PMQ: Have you noticed differences between generations in terms of loyalty?

Sommers: Loyalty isn’t about age, it’s about the individual. I don’t like stereotypes such as “young people don’t want to work.” I’ve met motivated 18-year-olds and unmotivated 50-year-olds. The key is communication. Get to know what drives each person and see if your culture fits with their goals.

PMQ: Let’s talk about scheduling. How do you balance flexibility with accountability?

Sommers: We use scheduling software where employees input their weekly availability. Beyond that, we set blackout dates—Halloween, football game days and other peak times. Everyone knows up front that they’re expected to be available for those days. If someone requests off for nonblackout days with two weeks’ notice, we grant it. That policy keeps things fair and manageable. If they forget to plan ahead, it’s their responsibility to get the shift covered. The app makes it easier for team members to trade shifts without exchanging personal phone numbers.

PMQ: Do you provide checklists or pathways so employees know what promotions are possible?

Sommers: Yes. Our testing and advancement program clearly shows what skills are required at each level. Employees can see the next step ahead of them, whether that’s moving from kitchen associate to specialist, or from shift lead to assistant manager. It makes the process transparent.

Brian Hernandez is PMQ’s associate editor and director of the U.S. Pizza Team.

How Technology is Revolutionizing the Pizza Industry

Cut through the chaos.

The restaurant industry is a whirlwind of challenges, and pizzerias often find themselves at the center of the storm. From managing high customer expectations to juggling orders across multiple platforms, staying competitive requires innovative solutions. Enter services like PizzaCloud, which leverage advanced phone and SMS technologies to help pizzerias streamline operations and connect with customers effectively.

According to Datassential, text messaging is rapidly gaining traction in the restaurant space, with nearly 80 percent of consumers expressing interest in receiving SMS updates from their favorite eateries. For pizzerias, where timely communication is crucial, adopting text-based solutions isn’t just a convenience—it’s a game changer for cutting through the chaos and staying ahead of the curve.

Text messaging boasts an impressive 90 percent read rate within just 10 minutes–towering over emails, which see only an 18 percent open rate and are often overlooked for days. “The urgency of text messaging is immediate,” says John Scully, CEO of PizzaCloud. “People read texts right away, whereas with email, the response is much slower, if it happens at all.”

PizzaCloud, now partnered with nearly 2,000 restaurants, offers a full suite of services designed to help restaurants, particularly pizzerias, streamline operations

and increase efficiency. Their IP phone service eliminates busy signals, provides call recording, call queuing, autoanswering features, and supports on-hold music and upsell message loops.

Caller ID integration with POS systems ensures smooth operations, while detailed call reports enhance performance tracking. For internet reliability, their cellular backup internet kicks in automatically during outages, keeping phones, credit card processing, and web orders functional without interruption.

Additionally, their text messaging service enables restaurants to push online ordering, send upsell messages, and communicate directly with staff through group texts. These solutions collectively help businesses stay connected, prevent order losses, and maximize revenue.

The platform offers a self-service portal, but for those who need assistance, their team is available 24/7 to help design the most effective campaigns. “We aim to offer the best of both worlds. Restaurants can manage everything on their own, or we can guide them through the process,” Scully says.

Automated campaigns are another valuable core feature of PizzaCloud, allowing restaurants to schedule texts based on slow times or special promotions. Some even send humorous, light-hearted messages rather than relying on promoting coupons and sacrificing profits. “One of our users sent a message reading, ‘Did you know it’s not a felony to eat pizza on Monday? Order now!’ These messages are fun and engaging, not overly salesy, and people respond to them just as well as coupon offers,” Scully says.

In an industry as fast paced and competitive as the restaurant business, tools like PizzaCloud are revolutionizing the way pizzerias operate. By combining reliable phone services, seamless text messaging, and robust internet backup solutions, PizzaCloud empowers pizzerias to stay connected with customers, streamline operations, and boost revenue.

To learn more about PizzaCloud’s messaging services, visit pizzacloud.net

IP Phone Service

Increase revenue and lower cost

• No Busy Signals

• Call Recording

• Call Queuing / Auto Answering

• Multiple (random) start of call upsell messages

• On hold music/message loops

• Detailed reports—hold times, lost calls etc

• Callerid delivered to POS system

• Auto attendants— ”If you have arrived for curbside pickup press one ”

Cellular Backup Internet

Protect against outages

• When your Internet fails our cellular backup router keeps your phones, credit card processing and web orders all working.

• The backup kicks in automatically in seconds. So quickly you will not even drop calls in progress when your primary Internet goes down!

• The same router can be used to create chain wide virtual private network to connect your locations.

• SD WAN LTE/LTE A (4G/5G) modems.

Press

As

The “better pizza” movement got a turbo boost in 2025—even at supermarkets and gas stations. That means independents must shine even brighter next year. But you’re more ready than you might think.

BY RICK HYNUM and CHARLIE POGACAR

ABOUT 15 YEARS AGO, DOMINO’S SHOCKED THE PIZZA INDUSTRY WITH A FRANK ADMISSION: “WE KNOW OUR PIZZA SUCKS.”

That ad campaign, in which the chain owned its flaws and unveiled a new and improved recipe, was a watershed moment in pizza history. Not only did it turn around Domino’s fortunes in dramatic fashion, it marked the beginning of Domino’s shift to a “tech company that sells pizza”—setting it on the path to becoming the world’s largest pizza chain. Since then, it has reportedly tripled its domestic sales and grown its U.S. store count by 42%.

Granted, some independent operators still look down their noses at chain pizza. But millions of consumers around the country disagree, judging by the continued explosion of chain locations nationwide. And the fact is, the leading brands have stepped up their game this year in terms of menu innovation, from Domino’s Parmesan Stuffed Crust pizza to Pizza Hut’s Crafted Flatzz and Papa Johns’ Garlic 5-Cheese Crust.

Simply put, chain pizza keeps getting better. The same goes for gas-station pizza. And, for that matter, frozen pizza. Faced with a higher level of competition and the same economic tumult that made 2024 a hard slog, some independents might feel like they’ve been holding on for dear life this year.

Well, don’t let go, says Michael LaMarca, master franchisor of Master Pizza, headquartered in Mayfield Village, Ohio. He just opened Master Pizza’s 14th store in mid-October. And he’s exactly the kind of clear-eyed optimist this year’s Pizza Power Report calls for.

“I really think the industry is in a good position,” LaMarca says. “Maybe not good shape, but a good position. The restaurant industry is definitely having some turbulent

“To operate your business now, you have to be lean and mean to even [achieve] 2% to 3% profitability.”

Michael LaMarca, Master Pizza

times with higher costs and the labor market. But what makes pizza stand out more than other segments, I believe, is that pizza is in really high demand right now. I think the outlook is strong and positive.”

The fact that customers want pizza any way they can get it— even from a gas station—speaks to its perennial and widespread appeal. According to the American Bakers Association’s 2025 Bakery Playbook: Pizza and Flatbread, 86% of Americans have eaten pizza or flatbread in the past year. Among Generation Z consumers, more than

40% say they eat pizza most days, every couple of days or at least once a week. And not just for lunch or dinner—they crave it for breakfast or as a snack across dayparts.

“Pizza is so beloved,” LaMarca says. “People have a passion for pizza. You can go to any Facebook group and ask, ‘What’s your favorite pizza?’ and 500 messages will come up, with people arguing back and forth. You don’t see that with hamburgers or steaks.”

According to IBISWorld’s “Pizza Restaurants in the U.S.—Market Research Report” in June 2025, U.S.

pizza restaurant revenue will reach $49.5 billion this year. Illustrating LaMarca’s point about pizza’s rising popularity, more non-pizza restaurants are adding it to their menu, striving to improve their margins and to meet consumer demand for customizable and social foods. “Still, demand for pizza restaurants has persisted, despite and somewhat because of the high inflation and economic uncertainty….and the number of

pizzerias continues to rise,” the report states.

And independents are perched in the catbird seat, says Loren Padelford, chief revenue officer at Slice, a technology platform for independent pizzerias with a network of more than 15,000 shops across all 50 states. “The era of the chains is over, and the era of indie pizza is in full swing,” Padelford asserts. “The ability for an independent pizzeria to have

the same technology, supply chain leverage, marketing and support that have been the exclusive domain of franchises and chains is now here, and the best owners are jumping in with both feet….More shops are opening than ever before, and more are staying open. This is the greatest time in the last 100 years to open an independent pizzeria.”

“More shops are opening than ever before, and more are staying open. This is the greatest time in the last 100 years to open an independent pizzeria.”

Loren Padelford, Slice

Pizzeria Failure Rate Down

There is some fresh—and eyeopening—data to back up the optimism. Research firm Datassential, which tracks more than 700,000 restaurants nationwide, released a report in September that poked holes in a commonly held myth: the dispiriting notion that 90% of restaurants fail in their first year. Not only is it baloney, Datassential found, but pizzerias are the strongest performers in the restaurant industry as far as that metric is concerned, with only two out of more than 1,000 newly opened pizza shops closing within their first 12 months of operation in the past year.

Granted, that figure includes both franchised and indie pizza shops, and the former have built-in name recognition that a new independent pizzeria has to earn over time,

bolstering their chances for success. Nevertheless, more than half of the roughly 75,000 pizza restaurants in the U.S. are independents (typically, operators with fewer than 10 units), industry estimates suggest.

According to Slice data, the top quartile of its pizzeria clients logs annual sales of $658,548, on average, while annual median sales for that same group comes in at $561,278. Padelford also notes, “We’re seeing around a 20% year-over-year increase in orders for indie pizza, which indicates strong growth in the sector.”

Even so, LaMarca concedes, looking at your bottom line can give you a headache. “Sales are pretty strong, but costs are up with labor and cost of goods

SNAPSHOT OF THE U.S. PIZZA INDUSTRY (2025)

75,736*

Total Pizzerias

$49.6 billion

Estimated Revenue: (down by estimated 0.3%)*

86% of Americans ate pizza/flatbread in the past year**

40% of Gen Z consumers eat pizza at least once a week**

*Source: IBISWorld **Source: American Bakers Association

sold. One of the prevailing challenges right now is profitability.” There’s a lingering perception among customers that pizza should always be cheap, he says. “In fact, flour, tomatoes, cheese—these are expensive commodities. Twenty years ago, the margin was a lot bigger. To operate your business now, you have to be lean and mean to even [achieve] 2% to 3% profitability.”

On that front, a mid-2025 report from Restaurant365 (R365), a restaurant management platform, offered a sobering analysis. The report reflected input from 5,000plus restaurateurs across all segments. And 89% of respondents said their labor costs shot up this year, with 62% reporting an increase of 1% to 5%. Twenty-seven percent

saw an increase of 6% to 14%, and 11% said their labor costs were up by more than 15%.

In that same R365 survey, 91% said their food costs were up, too. For about half of them (51%), costs went up 1% to 5%, and 36% reported an increase of 6% to 14%. Thirteen percent said they have seen a hike of more than 15%.

Those respondents also fretted over how federal tariffs could further raise food costs. Sixty-four percent anticipate their food costs will rise between 1% and 10% due to tariffs alone, while 29% expect increases in the range of 11% to 25%. Seven percent are bracing for food cost hikes of 26% or more.

Higher tariffs are already driving up costs of imported ingredients like premium olive oils and cheeses. But it’s not just food that’s getting more expensive. When Anthony DeSousa, owner of Antonio’s Real New York Pizza in Estes Park, Colorado, ordered about $640 worth of oven repair parts from a Canadian supplier earlier this year, he was floored to get a surprise UPS bill for nearly $2,000 that included tariffs and fees. As The Wall Street Journal reported in September, the extra charges stemmed from a new U.S. policy that scrapped the long-standing rule letting low-value imports—anything under $800— enter the country duty-free. Now, carriers like UPS and FedEx must process customs duties on even small shipments, often adding their own brokerage fees along the way. For small operators, that means routine import orders can suddenly cost triple what they used to— stoking real concern among pizzeria owners that rising tariffs will drive up food and equipment costs across the board.

WHY YOU NEED AN APP

At Ohio-based Master Pizza, every call is greeted with an automated message promoting the company’s app: “Our easyto-use app is the quickest way to order. And right now, we’re offering 25% off your first order of pizza and salad. Just use the code EASY at checkout.” Master franchisor Michael LaMarca notes, “Our plan was to drive everyone to online ordering. Now we’re at 97% online orders, which means less labor with phones.” His email list tops 70,000, and 11,000 receive weekly text offers. “With just three clicks of a button, I’m touching 70,000 people… marketing directly to customers already inclined to order from us.”

Let’s Make a Deal

As independent pizzerias are forced to raise menu prices and take the flak from customers, top chains have dialed up the pressure with value deal after value deal to lure budget-minded customers. And few brands have had more success with that strategy than Domino’s. When Domino’s CEO Russell Weiner introduced his Hungry for MORE plan in December 2023, he aimed to grow systemwide sales by $7 billion across five years, including $3 billion at its U.S. stores. Admittedly, the acronym is a bit clunky: MORE stands for Most Delicious Food, Operational Excellence, Renowned Value and Enhanced by Best-in-Class Franchisees. But, from the start, Weiner believed in it, and with good reason: The brand saw a significant increase in U.S. same-stores sales in 2024 and has repeated that success, for the most part, this year, with a rise of 5.2% in Q3 and 3.4% in Q2. Even so, whatever else went on behind the operational scenes at Domino’s, deep discounting was

Domino’s has become the “tech company that sells pizza”—at steep discounts. Its digital-only Best Deal Ever was so successful, the brand kept bringing it back throughout 2025.

key to Hungry for MORE. Domino’s “Best Deal Ever” offered any pizza with any crust and any toppings for $9.99; the digital-only offer proved so popular, franchisees asked to keep running it every chance they got. Other deals included 50% off all menu-priced items ordered online and a $6.99 carryout special for large two-topping pies.

That’s a lot of discounting, but Domino’s can afford it. And every deal added more members—and valuable data—to its rewards program, which, in turn, drove more sales and top-of-mind awareness. With cash-strapped Americans eating out less than they used to, value deals were the response for large and small chains alike. Little Caesars rolled out its More for $9.99 Menu with various pairings in July. &pizza, a Washington, D.C.based brand, debuted a $7 combo offer that featured a half pie with cheese plus one topping and a

“In all of our marketing, Hungry for MORE is no longer just a strategy. It has a look, a sound and a heartbeat.”

Russell Weiner, Domino’s Pizza

beverage; the scrappy brand even confidently asserted that the deal “sent some serious shock waves across the various fronts of the value war.”

WHAT’S YOUR URL?

Loren Padelford, chief revenue officer for Slice, laments that 35% of independent pizzerias don’t have a website. (An Uber Eats page does not a website make, he says: “You don’t own Uber Eats.”) Web orders can be twice as large as walk-ins and cost less to fulfill. Keeping a website, Google Business listing and “Order with Google” link current can make the difference between getting found and being invisible. “Consumers have been trained to be lazy,” Padelford says. “If ordering from you is hard, they’re gone.”

California Pizza Kitchen (CPK) launched a “$10 Pizza Days” promotion spotlighting four of its top-selling pies, with a minimum $20 purchase required. Californiabased Mountain Mike’s Pizza also pushed for bigger ticket averages with a $25 deal for a large onetopping pie, a two-liter soda and the choice of a salad, 20-piece garlic sticks or Mini Churrs (bite-size churros).

But one pizza brand wasn’t too pleased with the payback on its value deals: Pizza Hut. David Gibbs, the outgoing CEO of Pizza Hut parent company Yum! Brands, told investors as much in an August 5 earnings call. Pizza Hut had been getting adventurous with menu items like the new Cheesy Bites pizza and the Ranch Lovers Flights for dipping. But “an insufficient value message amid a competitive value landscape resulted in

THE FROZEN EXPLOSION

Even frozen and sealed in plastic, your pies can outclass retail pizza brands crowding the freezer aisle at local supermarkets. Small indie operators like Katie Lee and Ann Kim took their frozen brands nationwide this year through placement in Target stores. You can start testing the icy waters with local grocers and grow from there. Here’s a partial list of indie pizza brands that have taken the plunge:

Katie Lee, Katie’s, St. Louis, MO

Ann Kim, Pizzeria Lola and Hello Pizza, Minneapolis, MN

Anthony Mangieri, Una Pizza Napoletana, New York, NY (brand name: Genio Della Pizza)

Gino’s East, Chicago, IL

Tutta Bella, Seattle, WA (refrigerated, not frozen)

Chefs Brad Kilgore and Brad Daniels, Philadelphia, PA (brand name: Pizza Freak Co.)

Di Fara, Brooklyn, NY

Flour + Water Pizzeria, San Francisco, CA

Billy Manzo, Federal Hill Pizza, Warren, RI (brand name: Billy Manzo Pizza)

Table 87, Brooklyn, NY

Del Popolo, San Francisco, CA

La Morra, Los Angeles, CA

Zuppardi’s Apizza, New Haven, CT

Cape Cod Café, Brockton, MA

Flour + Water Pizzeria in San Francisco branched out into frozen pizza this year. Looking to enter the CPG space yourself? “Embrace failure and all the moments of trial and error,” co-chef Ryan Pollnow says. “[They] will guide you toward a better, higher-quality product.”

transactional softness,” Gibbs said. In other words, a 5% decline in Pizza Hut’s U.S. same-store sales for Q2 2025 signaled that customers weren’t biting.

“Clearly, this is…a softer consumer environment all around the world where value matters,” Gibbs told investors. “Value never doesn’t matter, but it’s [of] particular importance in this environment. And what we’re seeing around the world is we can win when we…do value the right way.” Indeed, Pizza Hut’s $2-Buck-Tuesday special—a one-topping Personal Pan Pizza for $2—went gangbusters, selling out at more than 3,100 locations on July 8.

The ordinarily cautious chains also stepped out of their comfort zones with a little more menu innovation this year. Pizza crust turned into its own battleground, with offerings like Domino’s Parmesan Stuffed Crust, Little Caesars’ Stuffed Pretzel Crust, and

“You get one shot at a customer—we call it winning every order. That’s a big statement in our company. If you win that order, they’ll call you the next time they want pizza.”

Michael LaMarca, Master Pizza

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Papa Johns’ Garlic 5-Cheese Crust. Pizza Hut introduced personalsized Crafted Flatzz (Nashville Hot Chicken, Chicken Bacon Ranch, Three Cheese and others), while Marco’s Pizza debuted the Triple Pep Magnifico and the Mike’s Hot Honey Pepperoni Magnifico.

Between value deals and new menu items with artisanal aspirations, QSR pizza chains spent 2025 on the offensive, but none more aggressively than Domino’s. The chain now boasts 7,090 stores in the U.S., an upswing in sales, and even a brand refresh in the works: redesigned pizza boxes, an enhanced website and app, new uniforms and more. “In all of our marketing, Hungry for MORE is no longer just a strategy,” Weiner told investors in October. “It has a look, a sound and a heartbeat. Seeing everything come to life this year gives me the confidence that, in 2026 and beyond, we’ll be able to achieve our goal of 3% same-store sales in the U.S. and continue to take meaningful market share…. We’re just getting started.”

Domino’s, in short, is winning the pizza value war. But what will

2026 TRENDING STYLES

“There’s been no widespread adoption of [robotic] technologies by big national chains because they have run the numbers and the numbers don’t work.”

Nipun Sharma, Appetronix

happen when robots charge onto the battlefield? We may soon find out.

Are the Robots Finally Here?

Nipun Sharma, CEO of Appetronix, looked on, mouth agape. A woman, phone wedged between her shoulder and ear and pushing her suitcase, approached a fully-autonomous Donatos Pizza location—built by Appetronix—and casually nabbed her hot pizza out of a food locker. There was no outward astonishment; she didn’t pause

to admire the robot that had just prepared her food. “It was like she’d been doing it her entire life,” Sharma says. “To us, that was the ultimate validation.”

For years, it felt like the pizza industry had been promised a robotic revolution that remained in limbo. There were demos, prototypes and plenty of headlines about the “future of automation,” but the average pizzeria looked the same as ever: a few humans, a few ovens and a rush that still depended on who showed up that day.

In 2025, the robots finally arrived—to some extent. The robotic Donatos location, stationed in the Columbus, Ohio, airport, was perhaps the marquee example, but other ripples beneath the surface began to emerge—ones that may someday have major implications for independent pizzerias confronting skyrocketing labor costs.

In addition to making pies, robots are also growing adept at taking phone orders, thanks to AI. Donatos has invested in this area, too, having tested a voice-ordering system that handled over 300,000

2026 TRENDING INGREDIENTS

Based on four-year growth

phone calls in just five months this year with reported 99.9% accuracy, freeing thousands of labor hours for in-store hospitality.

Independent operators are seeing similar wins employing AI agents. Ray Villaman of Tahoe Restaurant Group, owner of Base Camp Pizza Co. in South Lake Tahoe, California, says a pilot test of an AI system captured 25% to 30% more calls and boosted large-party bookings by the same margin. In Ohio, Kyle Rosch of Brenz Pizza Co. started piloting an AI assistant—named Scarlett— to cut customer wait times and relieve staff stress. Both Rosch and Villaman emphasize that it’s not about replacing workers—it’s about helping them focus on guests.

And as the technology matures, adoption is accelerating. Detroitstyle chain Via 313 recently rolled out AI ordering across all of its 20-plus stores, reporting that it’s like “having a super-reliable team

member on every shift.” Whether it’s answering calls, recommending add-ons or booking catering, voice AI has quietly become one of the most visible—and, potentially, viable—forms of automation in the pizza segment.

There are other technologies entering the pizza space that, like voice ordering AI, are meant to supplement human labor rather than replace it. That’s true for Robb Swanson, a franchisee for a Zorbaz On the Lake location in Park Rapids, Minnesota. He installed xRobotics’ xPizza Cube—a countertop machine that portions sauce, cheese and toppings with precision. It’s small enough to fit behind a bar but powerful enough to produce pizzas faster and more efficiently during the shop’s busy summer season. Swanson didn’t buy it to cut staff. He bought it to keep up. “It did exactly what I hoped it would,” he says. “It saves labor, it saves

cheese, it makes us more consistent.” The bot paid for itself in under 18 months, and he’s now trying to convince other Zorbaz On the Lake franchisees to follow suit.

Contrast that with Sharma’s vision for Donatos, and you begin to see how tech might affect pizza chains versus independent pizzerias. In Sharma’s mind, partial solutions, as he calls them, aren’t enough. “You still need someone to cut and box a pizza in those setups,” he says. “So, at the end of the day, how much money are you really saving? There’s been no widespread adoption of these technologies by big national chains because they have run the numbers, and the numbers don’t work.”

The result is a widening delta between independents and chains: Small operators are adopting incremental, assistive tech, while big brands are exploring full autonomy. Both are responding to the same

pressures—labor, speed and margin—but in very different ways.

So, yes, the robots are here. But the story of pizza technology in the 2020s isn’t just about machines that can make a pie without human supervision. It’s about people— operators who are learning to think like technologists, to build smarter systems, and to make sure that even as the industry automates, the heart of pizza stays human.

C-Store Pizza Doesn’t Suck

Gas station pizza has been here for decades, but most pizzeria owners never saw it as a serious threat: greasy slices with rubbery cheese and a dry, tough crust, hardening under a heat lamp for hours, crying out to the desperately hungry. That’s changing now, as the inaugural PMQ Pizza DELCO Report, released

in March, revealed. That report looked at how 10 leading pizza chains performed across 600-plus mystery shops. Shoppers rated large and mid-sized chains on speed of service, pizza temperature, quality, employee friendliness and overall satisfaction.

Research partner Intouch Insight also included two convenience store (c-store) chains to benchmark a fastrising competitor that’s increasingly

eating into pizzeria profits. While Casey’s has long built its reputation on a strong pizza program, newer entrants like Wawa recently jumped into the category as well.

Many operators may assume their pizza’s quality gives them an unassailable edge—that c-stores can only nibble at the margins. But they won’t like this: Intouch Insight found that mystery shoppers didn’t just enjoy c-store pizza as much

“[The real influencers] are your local teachers, coaches, pastors and band directors—the trusted leaders who already command the attention of hundreds, sometimes thousands, of people.”

Matt Plapp, America’s Best Restaurants

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STORE COUNT GROWTH (2017-2024)

Domino’s remains the powerhouse of pizza chains, but the steady ascent of Marco’s Pizza might be the more remarkable story. The brand’s store count growth in recent years should put Papa Johns on alert—Marco’s has its eye on that No. 4 prize.

2026 TOP PIZZA INGREDIENTS

as chain pizza—many actually preferred it. C-stores earned an 86% approval rating, edging out large chains (85%) and mid-sized chains (83%).

Of course, context matters. The approval scores came from just two binary questions: Was the pizza hot? And did you enjoy it? Since the c-stores didn’t offer delivery, every pizza was picked up fresh—and received a 100% “hot” rating. In other words, it wasn’t always apples to apples. Still, perception is reality. Most c-stores serve only hot, readyto-go pizza. If a customer compares that to your lukewarm delivery pie—and enjoys the c-store’s more—who’s going to tell them they’re wrong?

Keys to Profitability

To stay profitable in 2026, LaMarca says, “You need to really get hyperfocused on your operations.” Know your customers’ expectations and meet or exceed them every single time. “At Master Pizza, when we understand what the customer expects from us—a higher-quality product, convenience of online ordering through an app, a rewards program, the opportunity for savings with coupons, fresh, hot pizza, and no transaction when they walk out because it’s already paid for—when we hit that, our stores are monsters. When we miss that customer expectation, our stores struggle.”

Send every customer home happy, then show them a little love through your loyalty program, and repeat business will drive more sales. “You get one shot at a customer—we call it winning every order,” he says. “That’s a big statement in our company. If you win that order, they’ll call you the next time they want pizza.”

TOP 30 PIZZA CHAINS

INSIDE THE INDIES:

For this year’s Pizza Power Report, PMQ tapped Slice, a leading technology platform for independent pizzerias, as a research partner to provide a snapshot of how local shops performed in 2024. From sales benchmarks to delivery times and regional pricing trends, this data, based on Slice’s 15,000plus clients, captures the pulse of America’s indie pizza scene.

Top-quartile pizzeria annual sales average: $658,548

Top-quartile median annual sales:  $561,278

Average delivery time on the Slice app: 42 minutes

Average pickup time on the Slice app: 33 minutes

Percentage of total sales that are delivery: 54.8%

Percentage of total sales that are pickup: 45.2%

Most ordered add-on toppings: 1. Pepperoni

2. Mushrooms

3. Sausage

4. Extra Cheese

5. Onions

Average price for a large cheese pizza: $16.92

Average large cheese pizza price by region:

East Coast: $16.82

New England: $16.71

West Coast: $20.17

Central U.S.: $17.10

Write that down, folks: Win every order. Make it your restaurant’s mantra. And let’s close with a few more tips to keep in mind for 2026: Keep a close eye on prime costs. Aim to keep food and labor costs near 60% to 65% of your sales. Keep your menus lean and high-margin. Focus on rigorous portioning and reducing waste and energy usage. As Padelford says, “With tariffs and rising overall costs, those shops that find ways to reduce their supply chain costs on core items, lower their vendor counts, and eliminate labor and third parties will make bigger profits and have more flexibility.”

Build out a tech stack that works. A solid tech stack is not optional—it’s a must. Every pizzeria needs a quality POS

system that handles order management (in-house, online, delivery and carryout), sales tracking and analytics, inventory and cost controls, labor forecasts and scheduling—the works. (See page 40.)

Encourage first-party ordering. Break away from thirdparty aggregators if you can—or at least give them a wider berth. When you control the ordering channel, your margins will be higher. “The smartest indie operators are taking back control of their customers and their customer data from the third parties who have monopolized it over [recent] years,” Padelford says. “They want to own their customer data so they can deliver targeted and specific discounts and loyalty rewards to their best customers.”

Tech Stack Checklist for Pizzerias: 2026 Edition

By tech stack, we’re talking about the interconnected software and hardware systems that run your shop—all of which need to communicate seamlessly through integrations or APIs.

Here’s the ideal tech stack for every independent pizzeria in 2026:

Foundation: Point-of-Sale (POS) System

‡ Pizza-friendly order entry (half-and-half pies, toppings, combos)

‡ Integrates with online ordering, kitchen display system, payments, inventory

‡ Tracks item-level sales and margins

‡ Real-time reporting dashboard

Pro Tip: Choose a POS that anchors your whole system—every other tool should plug into it.

Online Ordering & Delivery

‡ First-party ordering via your website/app (own your customer data)

‡ Syncs menu and pricing with POS

‡ Offers delivery dispatch or integration with third-party services

‡ Captures customer info for loyalty marketing

Pro Tip: Use your own channel as your default link on social media—not DoorDash or Uber Eats.

Kitchen Display System (KDS)

‡ Digital tickets by station (dough, toppings, oven, pack-out)

‡ Real-time order status and timing

‡ Connects directly to POS and delivery manager

Pro Tip: Track average “order-to-box” time—it’s the best indicator of consistency and efficiency.

Inventory & Cost Control

‡ Ingredient tracking tied to pizza sales

‡ Recipe costing per pie

‡ Auto-alerts when stock is low

‡ Purchase orders and vendor management

Pro Tip: Monitor your cheese yield weekly—it’s usually your biggest margin leak.

Labor & Scheduling

‡ Forecasts labor based on historical sales

‡ Mobile shift management and clock-ins

‡ Links payroll to POS sales data

Pro Tip: Watch “sales per labor hour”—a strong indicator of overall profitability.

Customer Loyalty & CRM Tools

‡ Loyalty rewards integrated with online and in-store orders

‡ Guest profiles with order history and preferences

‡ Email/SMS automation for re-engagement

Pro Tip: A good CRM can double your repeat business within a year if you actually use the data.

Marketing & Reputation Tools

‡ Social media scheduling and ad tracking

‡ Review monitoring and response tools

‡ Geo-targeted ad options within your delivery radius

Pro Tip: Promote local-event tie-ins—“Pizza + Playoffs” sells better than generic coupons

Analytics & Reporting

‡ Real-time dashboard with COGS, labor percentage, average ticket, repeat rate

‡ Menu performance reports (high- vs. low-margin pies)

‡ Waste and variance tracking

Pro Tip: Review your top five and bottom five menu items every quarter—adjust accordingly.

Integration & Middleware

‡ All systems sync automatically (no manual re-entry)

‡ API or unified platform ensures data consistency

‡ Central login for management and analytics

Pro Tip: Disconnected systems cost you more than the software fees ever will.

Future-Ready Add-Ons

‡ AI-assisted inventory forecasting

‡ Smart ovens or digital dough presses that tie into POS data

‡ Predictive scheduling tools

‡ Centralized data hub for multi-unit operators

FLOUR TRENDS IN 2026

Luca Donofrio, corporate executive chef at RCN Imports, the U.S. distributor of Molini Pasini flour, cites two trends to consider for 2025:

1. A growing interest in lighter, more digestible pizza, often made with lower-protein flours and shorter fermentation times. “In Italy, they’re doing incredible things with 12- to 24-hour doughs and flours that are easier on the stomach,” Donofrio says. “It’s all about how the flour handles hydration and fermentation.”

2. The rise of higher-ash flours, which retain more of the wheat kernel’s natural components. They lend distinctive flavor, color and aroma to the crust, and Donofrio often experiments with blending flours to achieve specific textural results. “You’re seeing more chefs treat flour like a flavor ingredient, not just a base,” he says.

Ramp up your catering operation. Catering is a sleeping giant, and 2026 is the year to wake it up.

Catering drives higher incremental sales on fewer transactions and generates revenue during slow periods. And the right tiers and bundles—devised with food costs in mind—will make you the life of any party. Anchor the deal with higher-margin large pizzas and

BREAKING PIZZA NEWS IN 2025

January

• Pizza Hut debuts Visible Promise Time, estimating when DELCO customers’ food will be ready prior to placing an order.

February

• Domino’s unveils “Best Deal Ever”—any crust and any toppings for $9.99—for online orders only.

• First U.S. location of Scuola Italiana Pizzaiolo opens in Miami.

• Irth Capital Management reportedly makes private bid to acquire Papa Johns.

March

• Domino’s unveils first stuffed-crust option: Parmesan Stuffed Crust pizza.

April

• On the comeback trail, Sbarro surpasses 800 locations worldwide.

• President Donald Trump debuts Trump Pizza at Trump Tower’s Trump Café.

• Paulie Gee’s Paul and Mary Ann Giannone release cookbook, Pizza From the Heart, with 100-plus recipes.

May

• Seattle’s Tutta Bella announces deal to place heat-to-eat pizzas in Kroger stores nationwide.

June

• Apollo Global Management and Irth Capital Management reportedly submit joint bid to buy Papa Johns.

• Donatos Pizza opens fully robotic location in Columbus, Ohio, airport.

July

• Milan-based Best Pizza Awards names Francesco Martucci of I Masanielli (Caserta, Italy) the world’s best pizza chef.

• 50 Top Pizza names Una Pizza Napoletana (NYC) the best U.S. pizzeria.

sides that are inexpensive to make while creating high value perception. Just one order lets you feed dozens, maybe 100 or more potential new customers.

Pursue the real influencers. Matt Plapp, CEO of America’s Best Restaurants in Florence, Kentucky, says the best influencers aren’t TikTok stars. “They’re your local teachers, coaches, pastors and band directors—the trusted leaders who already command the attention of hundreds, sometimes thousands, of people,” he says. “Take a high

(January through November 5)

August

• PETA purchases Domino’s stock, aiming to push for vegan cheese option on U.S. menus.

• Pizza Hut rolls out “largest simultaneous global menu launch” in its history, including Crafted Flatzz.

September

• 50 Top Pizza declares a tie for world’s best pizzeria: Una Pizza Napoletana (NYC) and I Masanielli (Caserta, Italy).

October

• Apollo Global Management reportedly makes second bid to acquire Papa Johns.

• Arizona-based Spinato’s Pizzeria & Family Kitchen adopts ESOP model, making 33% of current employees owners.

November

• Yum! Brands says it’s considering selling off Pizza Hut after another year of declining sales.

school band director with 100 students. Those students bring along 200 to 300 parents, 200 to 300 grandparents and (easily) 500 supporters. Add in alumni and annual school turnover, and you’re looking at someone who could influence more than 2,000 people in your town.” Make them a core part of your everyday marketing strategy in 2026 instead of begging for Dave Portnoy’s attention.

Rick Hynum is PMQ’s editor in chief. Charlie Pogacar is PMQ’s senior editor.

Influencer INTEL

What goes on behind influencers’ minds—and their social media pages? PMQ quizzed three successful content creators to find out how you can best tap their talents to build buzz for your pizzeria.

BY TRACY MORIN

WHETHER YOU THINK THEY’RE GENIUSES OR ODD byproducts of our digital age, influencers have become an undeniable part of doing business in the 21st century. We’ve all seen the right post at the right moment turn thousands or millions of heads, taking a pizzeria from obscurity to viral sensation.

But, in the Wild West of social media, “rules” are everchanging—when they exist at all—and every food influencer takes a different approach to their business. How can you attract their attention, give them a great experience, and reap business-boosting content in return? Here, three in-demand Instagrammers share their top advice on creating win-win influencer partnerships.

How It Works: A Runner’s Rundown

Content creator and marathoner Simone Hanlen (@nycmuncher), who literally runs to pizzerias around New York City, explains that influencers are drawn to pizzerias for many reasons: strategic (a restaurant is already getting hype), esthetic (the perfect Neapolitan or an over-the-top novelty covered in chili and hot dogs), or experiential (a unique environment or event). “It’s easy to gain engagement with places that people are already excited about,” Hanlen says. “And visuals are key to grabbing someone’s attention on social media.”

Hanlen, who offers paid services, often fields direct messages from pizzerias or PR agencies for her visits. “You can request what you would like from that influencer and negotiate the terms,” she says. “Influencers want to enjoy the experience. When invited into a pizzeria, this could mean anything: trying menu items, watching the cooking process or even dough tossing.”

Hanlen also tries to accommodate their desired focus— like a certain product or the business’ history—so clear

“I

like to share about unique things: What makes a pizzeria have longevity? What menu items set this pizzeria apart?”

Simone Hanlen, @nycmuncher

communication from both parties is key. “Simple things are appreciated at a visit, like knowing I’m coming—sometimes the staff has no idea—and trying a few different items to get an idea of the menu. I like to share about unique things: What makes a pizzeria have longevity? What menu items set this pizzeria apart?”

Influencers like Hanlen take multiple images and videos and can usually give timelines for their expected completion. They may create multiple posts from one visit and share images or reviews on Google or Yelp to boost your business’ online profile.

Of course, unsavory influencers also lurk online. Hanlen shares the following red flags to watch out for:

• Low-quality content. Look at their photos and videos—would you want this work representing your brand?

• High follower count with no engagement. Is the person getting likes/comments? Do those comments sound like real people? You want someone with an actual audience.

• Transactional attitude. Will they partner with you? Do they have interest in your brand? Do they have interest in pizza?

What’s Your Story?

Anthony Pizzi (@localpizzi), based in East Hanover, New Jersey, also runs the New Jersey Pizza Alliance and the New Jersey Food Alliance, each with its own group of 30 to 40 influencers. He emphasizes that excellent food quality is important, but influencers’ interest often goes beyond the pizza itself—to the people behind it. “That’s the story, the heartbeat,” Pizzi says. “What’s the reason behind why they do what they do every day? Building authenticity and a great backstory draws the most attention.”

Therefore, when Pizzi visits, he prefers to meet the owner, hear his story, and even tour the kitchen to learn what makes the food special. “I want to feel that the shop owner cares that I’m there to try their food,” Pizzi says. “Be curious and take the time to speak to me. I want to feel like these people support me, and it’ll be reciprocated—I’ll support them. We need to respect each other’s time.”

After all, a lot of pizzeria owners don’t see what truly goes into creating top-notch coverage. “They think we post videos of the pizza and that’s it,” Pizzi says. “But we

“When you post [a video], you expect that the shop owner will also post and promote it—bringing them new business and you (the influencer) more publicity.”

drive there, visit for an hour or two, eat the food, make a video—that’s the easy part. Then you might spend six to eight hours editing to make it perfect. So, when you post it, you expect that the shop owner will also post and promote it—bringing them new business and you (the influencer) more publicity. It’s a mutual relationship. It’s not just about comments and likes; it’s about reputation. The best influencers ask questions—they really care and want to represent your business in the best way.” Here are more of Pizzi’s suggestions for working with influencers:

• Be clear on what your goals are and what you’d like to share. What’s special at your shop? What do you want people to know? Pick a couple of items to highlight.

• The post is not the finish line. You can push the influencer’s post as an ad, but even that messaging will eventually grow stale. Continue to invest in your customers, new menu items, and sharing about your store and the people behind it.

• If the influencer’s content doesn’t fit your brand, don’t force it. Look for people who cover pizza specifically.

• Believe in the value of your own story—an influencer can amplify it a bit, but they can’t invent it. And leave your ego at the door; that kills collaborations.

• Even if you aren’t directly paying influencers for their work, it’s appreciated to offer them travel expenses, like gas money. Some influencers won’t accept anything; for others, this is their job. Write it off as a marketing expense!

Anthony Pizzi, @localpizzi

You make the crust. Cube tops it.

1,000,000+ pizzas crafted in shops across the US, Canada, and Mexico.

“I

don’t charge anybody, because I don’t know what a fair number would be for the return you get….It’s not my job, it’s my hobby. I do it for me. I just want to talk about pizza.”

Stephen Winters, @thepizzahulk

For the Love of Pizza Totowa, New Jersey-based Stephen Winters (@thepizzahulk) admits that his approach to influencing is different than many. He eats plain pies (cheese only), prefers certain styles, and works simply for the love of pizza. “If the pizza looks great, I’ll go check it out—and I’ll usually make the effort to go if someone asks me,” Winters says. “If it’s far away, I’ll still post their pies on Instagram and tell a friend to try it. But I try not to recommend places I haven’t been, because what if it’s terrible?”

Winters’ page now focuses on “the pizza reveal”— opening the box and circling around the pie to grab viewers’ attention. Most of the time, he simply shows up at pizzerias, without a heads-up to the owner or staff. “I don’t charge anybody, because I don’t know what a fair number would be for the return you get,” he explains. “Yes, some people make a living on this, but it’s not my job, it’s my hobby. I do it for me. I just want to talk about pizza.”

Winters is not even sure that eyeballs necessarily translate to visits—his post for DeLucia’s Brick Oven in Raritan, New Jersey, got more than 100,000 views, but did it move the needle much for this already legendary pizzeria? “Yet another I’ve done, they called me and said, ‘We’re already out of dough for the week, and it’s Tuesday,’” he recalls. “It’s a rough line on where influence goes.”

Still, whether your influencer is paid or pro bono, Winters advises pizzeria owners to seek out their honest feedback. What did they like best? What could be improved? After all, they’ve likely been to a lot of pizzerias, and they know what customers respond to (at least online). Don’t miss out on soliciting their expertise!

Tracy Morin is PMQ’s associate editor.

Learn

how two entrepreneurs are expanding the possibilities of pizza by creating wildly popular multicultural mash-ups at their U.S.-based businesses.

BY TRACY MORIN

FROM GARAM MASALA TO GOCHUJANG, CHIMICHURRI TO ZA’ATAR, whatever global flavors you can imagine will taste divine on the right pie. After all, if there’s one food that can accommodate any sauce, spice, ingredient or topping, it’s pizza.

PMQ recently caught up with two pizzeria operators who prove this point. Taking inspiration from very different cultural backgrounds (India and Argentina), they’re making pies to customer and critical acclaim in two very different U.S. cities (Minneapolis and New York). Learn from their approaches and start experimenting with your own globally inspired pies.

Good (Pizza) Karma

Rajesh Selvaraj, founder and chief pizza officer of Pizza Karma, has masterminded his own standout spin on an Italian classic by tapping into Indian flavors and ingredients. Since opening in 2018, he has grown his business into four brick-and-mortar locations in and around Minneapolis, plus three food trucks.

“At Pizza Karma, we believe pizza is the world’s greatest canvas for flavor,” he says. “Our inspiration was simple: Why limit pizza to one culture when it can tell stories from around the world? Coming from an Indian background, we wanted to bring the bold, aromatic spices of India and blend them with America’s favorite comfort food. The result is a globally inspired menu that makes pizza both familiar and adventurous.”

Because pizza is both endlessly versatile and beloved around the world, Selvaraj recognized its potential for delivering unexpected taste combinations. “Pizza is universal—everyone knows it, loves it and feels comfortable trying it,” he says. “That makes it the perfect ‘passport’ to introduce new flavors. The crust is the canvas, the sauce is the mood and toppings are the accents. With the right balance, you can take guests on a global journey in one bite.”

To begin this journey, Selvaraj created the industry’s first buttermilk-based, yeast-free, tandoor-fired crust. He calls it “light yet sturdy, smoky from the clay oven, and

the perfect complement to bold global flavors. It’s a crust that has its own story—clean-label, non-greasy, made from scratch and unlike anything else on the market.”

This unique crust serves as the base for a slew of specialty pies. Selvaraj gives a rundown of some of Pizza Karma’s most popular:

• Tikka Pizza: The smoky spice of tikka sauce paired with the house five-cheese blend and peppers feels both exotic and approachable.

• Lamb Meatball Pizza: This crowd favorite layers rich, savory flavors on Pizza Karma’s tomato-fenugreek sauce.

• Hot Honey Pear Pizza: Sweet, spicy, creamy and crunchy, this pie hits every note and surprises guests in the best way.

• Coconut Shrimp Pizza: Tropical and savory, this specialty pie offers a true “fusion escape” on a crust.

“Our inspiration was simple: Why limit pizza to one culture when it can tell stories from around the world?”

Rajesh Selvaraj, Pizza Karma

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“These recipes work because they respect balance: heat with creaminess, spice with freshness, and familiar textures with exciting new flavors,” Selvaraj notes. “Guests tell us, ‘This isn’t just pizza—it’s a whole new flavor adventure.’ They love that it’s feel-good pizza— flavorful yet light, made with clean ingredients that don’t leave you feeling bloated. It’s pizza you can truly enjoy and still feel great afterward.”

That positive feedback translates to guests often posting photos, tagging Pizza Karma and bringing friends back to “travel” through the menu. Meanwhile, media outlets and social platforms alike have picked up on the pizzeria’s unique crust story and approach to fusion food, earning the company everything from local press to national recognition. “Many call us ‘the pizza place that’s not afraid to rewrite the rules,’” Selvaraj says. “When we first rolled out our food truck a few years ago, it became so popular that we had to expand to three trucks to keep up with demand. Today, our trucks have served more than 1,500 public and private events, from major festivals and university gatherings to corporate celebrations and weddings. What we love most is the diversity of our guests—toddlers as young as one to 90-year-olds, all finding something they enjoy on our menu.”

For pizzeria owners who would like to create their own pizza passports, Selvaraj shares the following tips:

• Don’t just throw exotic toppings on a pizza—make sure the flavors belong together.

• Build from the sauce and crust up. Balance is everything.

• Stay true to your roots—fusion should be authentic, not gimmicky.

• Listen to your guests. The best ideas often come from their reactions and curiosity.

“Pizza Karma started with one mission: to bring global flavors to America’s favorite food while staying true to clean, wholesome ingredients,” Selvaraj says. “We’re now developing a frozen pizza line under a working name,

“Keep it authentic and make it at an elevated level….every pizza could be someone’s first taste of your culture. How do you want that experience to be?”

Project Za. Through it all, our Karma Promise remains the same: Do good, eat better, share joy.”

Porteño-Style Pizza

Fernando Greco, known as @OG_papafern on Instagram, is the self-professed “El Rey de la Fugazzeta” (King of the Fugazzeta) and “King of the Cheese Pull.” He is also a well-known pop-up pizzaiolo in New York City, travels around the U.S. doing collaborations with other chefs— and is a big proponent of Porteño-style pies. “I was born in Argentina, where we have our own versions of pizza that evolved from what Italian immigrants ate in Italy,” he explains. “It became Porteño-style pizza. Porteños is what people from Buenos Aires are called, because it’s the port city where immigrants arrived. I want people to know about our versions of pizzas. It’s part of our culture and cuisine.”

Fernando Greco, “El Rey de la Fugazzeta”

In Greco’s mind, pizza is simply “a vehicle to get food into your mouth using hands instead of utensils.” Its versatility—eaten sitting down or on the go—combines the science of dough and the art of toppings. The latter remain traditional on Greco’s pies, but he ensures they’re arranged “so it looks like a piece of art,” he says. His dough, too, stands out from most pizzerias in Buenos Aires, because he uses pre-ferments and ferments the dough over multiple days in the fridge. In other ways, he makes “traditional pizzas that are in all pizzerias in Buenos Aires—recipes that sometimes are over 100 years

old,” Greco explains. “My take on them is that I use the best ingredients, and I developed my own pre-ferment that I call Masa Padre. The name comes from Masa Madre and Papafern. It’s a mixture of the techniques of Masa Madre and pâte fermentée.”

True to his nickname, the pizza that customers order the most at Greco’s events is the Fugazzeta. “There are several ways of making it, and the definition of the word is not the same in all pizzerias,” he says. “It’s a white pizza topped with onions. But the family secret chimichurri from my father’s pizzeria in Buenos Aires, which I put on the pizza, is what makes the biggest difference.”

Customer reactions have been 100% positive, Greco says. “People from Argentina tell me it’s the best pizza they ever had. Other people usually didn’t know that Argentina has its own styles of pizza before they started following me on social media. At first, I expected a lot of people to not like it, because it is very different from the pizza they are used to, but I have never gotten negative feedback from anyone after they had my pizza. I do get hate once in a while in social media from gatekeepers, but that’s expected.”

When making your own globally inspired pies, Greco stresses one principle: Don’t compromise, especially if you’re doing something that represents your culture. “Keep it authentic and make it at an elevated level,” he advises. “I represent Argentina, just like Messi does. He does it on the pitch, and I do it on a pizza. You have to have the mentality that every pizza could be someone’s first taste of your culture. How do you want that experience to be?”

And, for those who want to try their hand at the Porteño style of pizza, Greco is now teaching people on social media, spreading the message to his followers all over the world. “For the last two summers, I have been doing road trips to do pizza collabs with pizzerias in different cities of the U.S. so that people can have a taste of Argentina for the first time,” he says. “The goal is to have an event in all 50 states, and I am hoping to start doing collabs internationally also. I hope, someday, pizza Porteña becomes something that’s as well known as the New York style.”

Tracy Morin is PMQ’s associate editor.

Blood, Sweat and Honey

In need of a new revenue stream, the USPT’s RC Gallegos put a Texas-style spin on a red-hot condiment.

BY BRIAN HERNANDEZ

BACK IN 2021, U.S. PIZZA TEAM MEMBER and pizzaiolo RC Gallegos set out to create a new product that would stand out in a crowded market. That product was Texas Hot Honey.

“It was during COVID, and the landscape was unknown,” recalls Gallegos, owner of RC’s NYC Pizza & Pasta in The Woodlands, Texas. “I needed to develop another income stream, and the hot honey market four years ago was just gaining traction, not as oversaturated as it is today….So I crafted a gourmet hot honey that has spices, chili pieces and roasted skins—gems of flavor that you can see, not just taste.”

From Angry Peach to Killer Bee

Launching a product during a global shutdown sounds crazy, but Gallegos treated it like a pizza competition: research first, then relentless testing. “Real, 100% pure

honey is expensive,” he points out. “Many honeys are blended and not pure, mixed with syrups or molasses as extenders. And shipping expenses are nuts.”

Gallegos partnered with Burleson’s, a 115-year-old, third-generation honey company, and earned True Source Honey certification, which means the honey is traceable from hive to table, tested to confirm authenticity, and audited by a third party. The certification, he notes, “gives transparency as to the lengths and expense you go through for your customers.”

He also developed a lineup that covers the full flavor spectrum—Mild, Medium, Hot and Extra Hot—with five flavors: The Original, Angry Peach, Pineapple Heaven, Roasted Hatch Green Chile, and Killer Bee. That last one lives up to its name. “Our Extra Hot, Killer Bee, is hotter than hot,” Gallegos says, “but it still allows the dish to be enjoyed.”

Meanwhile, he found his breakout star in Angry Peach. “As I was testing and preparing foods and recipes for our content and website, I found many times that the flavor profile of peach would be a great addition, so it just naturally manifested into Angry Peach,” he explains. “Besides, who doesn’t like a peach?”

A Question of Scale

Hot honey is a competitive segment, and Mike’s Hot Honey has secured its spot at the top. To get his brand into the mix, Gallegos faced some trade-offs. “How do you scale and end up on the retail shelf while keeping the local feel?” he says.

His answer: Keep the quality, even if the process evolves. “We lost that local feel when we changed to a True Source Certified honey and left the small local beekeepers behind,” he says. “But that’s the trade-off. You can’t scale and keep that local feel. The craft quality is kept in the bare bones of the brand. As we offer different flavors and heat levels, I am convinced we keep that crafty feel for the consumer.”

Gallegos’ product is currently available through a local distributor and on Amazon, Faire and his website. “But sales in our restaurants and Faire have really paid off with the biggest returns,” he says. He’s also begun private labeling his honey for a couple of brands. “So if that’s the direction it goes, I’m OK with that, as long as we get the product out there and it translates to profits.”

But it hasn’t been an entirely smooth journey. “Everything, from production to packaging for slotting, palletizing and shipping, has been a challenge,” he admits. “Plus finding logistics companies and food suppliers to take a chance on us and see us for what we are: overachievers who took an already great product and flipped it over and made a remarkable product that can appeal to a wider market.”

“Sales in our restaurants and Faire have really paid off with the biggest returns.”

RC Gallegos, RC’s NYC Pizza & Pasta

Gallegos’ journey is a case study for independent operators dreaming bigger. “Treat it like you do your pizza,” he advises. “Find a niche not being served and attack it. Sell to the consumer, not yourself and not your ego. Don’t cut corners.

“Partnerships are the most important factors, so choose wisely,” he continues. “Employ someone with experience in manufacturing and procurement for big-box stores or food distributors, because it’ll take that and a good amount of money behind it to get there. But it can be done, and you can do it. Be cautious of your time; it’s more valuable than you know. Don’t let people steal it.”

And, finally, there’s the memorable THH tagline: “Honey with a Sting! Put that STING on everything!” Asked about it, Gallegos chuckles. “Not much of that was my doing,” he says. “I’m old and haven’t found my ‘in’ with the younger generation, but my companies are all multigenerational. My son, Kennedy, is 21 and a very bright young man who I hope will take these companies over and breathe some fresh ideas into them for that cool branding attitude. My input has been all balance, flavor and quality.”

Brian Hernandez is PMQ’s associate editor and director of the U.S. Pizza Team.

For more information about the U.S. Pizza Team, its members and sponsors, visit USPizzaTeam.com.

USPT: FIRING UP COLUMBUS!

PMQ’s U.S. Pizza Team is fired up after an incredible showing at Pizza Expo Columbus and the Great American Pizza Challenge!

• Tore Trupiano, Mangia e Bevi: 1st Place, Dessert Pizza

• Luca Lunardi, Slice On Broadway: 2nd Place, Young Pizza Maker

• Alexcia Aldasouqi, Taylors’ Pizza House: 3rd Place, Young Pizza Maker

• David Sommers, Mad Mushroom: 1st Place, Mid-American Thin Crust

• Sean Dempsey, Dempsey’s Brewery Pub & Restaurant: 1st Place, St. Louis Style Thin Crust

• Enrico Aguila, Uncle Rico’s Pizza: 3rd Place, New Haven Style Thin Crust

The U.S. Pizza Team salutes every pizzaiolo pushing flavor, fire and creativity forward—one slice at a time.

For more info visit www.uspt.com/USPT-PEC

PROUD TO WELCOME OUR NEW 2026 SPONSORS

PMQ Pizza’s U.S. Pizza Team is excited for the year ahead—and it wouldn’t be possible without our incredible partners who keep the ovens hot and the creativity rising.

Meet the Power Behind the Pizza:

• Marra Forni: Masters of innovation and craftsmanship in pizza ovens

• Pizza University: Shaping the next generation of pizza professionals

• Plant Ahead USA: Leading the plant-based pizza revolution

• Pizza Tomorrow Summit: Where the future of pizza comes to life

• Slice: Powering local pizzerias through smart tech and community

• PizzaCloud: Reliable phone and network solutions built for pizzerias

• DeIorio’s: Quality doughs and crusts that deliver consistency and flavor

• GI Metal USA: Precision tools for true pizza artisans.

Together, we rise. The U.S. Pizza Team thanks every sponsor for keeping the flame alive in 2026 and beyond.

For more info, visit www.USPizzaTeam.com.

Craving the freshest insights into the pizza restaurant industry? Subscribe to PMQ’s e-newsletter, Pizza Pulse, and we’ll fill your inbox with:

• Hot-from-the-oven pizza industry news delivered three times per week (Monday/Wednesday/Friday)

• Moneymaking promotions from leading independents and chains

• Proven marketing strategies to boost your pizzeria’s sales

• Pizzeria success stories and expert insights

(Clockwise from top left) Flo and Sal Consiglio worked diligently at the pizzeria until they passed away in 2012 and 1989, respectively; Sal’s coal-fired, thin-crust pies became legendary examples of apizza in New Haven; Sally’s original location on Wooster Street started with $500 and a dream; inside Sally’s, cozy booths welcomed locals and celebrities alike; Sal keeps an eye on his prized pies.

BY TRACY MORIN

Sally’s Apizza S TATEOFCONN E CTICUT

Sal “Sally” Consiglio and his brother, Tony, started their nowlegendary pizza journey working with their uncle, Frank Pepe, owner of a humble pizzeria on Wooster Street in New Haven, Connecticut. After the brothers parted ways with Pepe, their mother, Filomena, bought a bread bakery a few doors down and tasked Sal with making the pizza— known in New Haven as apizza.

Sal, already a star pizza maker, became obsessed with perfecting his craft at Sally’s Apizza, which opened in 1938. “He was like an alchemist— we call him the Thomas Edison of pizza,” says Christian Bonaventura, Sally’s brand advisor. “He was experimenting with different flours, yeasts, cheese blends, tomatoes from different regions. His litmus test, when he tried out a new recipe, was looking out at the dining room to make sure that people’s faces were lighting up with joy. With that much dedication, he started to build a loyal customer base.”

Tony, meanwhile, acted as publicist. After enticing Frank Sinatra to the pizzeria in 1941, a slew of celebrities would visit over the decades, from The Rolling Stones and The Beach Boys to Whitney Houston and John F. Kennedy (alongside hungry college students from nearby Yale University). The Consiglios—Sal and wife Flo, then their sons, Bobby

and Ricky—ran the business for almost 80 years, until in 2017 Lineage Hospitality, an investment consortium, bought the business with plans to spread Sally’s legacy further. Since opening a second outpost in Stamford in 2021, the brand has grown to seven locations in Connecticut and Massachusetts, with sights set on further expansion in the tri-state area as well as South Florida.

The new ownership also introduced modern-day touches: robust social media with professionally produced content; upscale store design based on the original; new Italian-comfort-food menu items; collaborations with celebs like Brooklyn Beckham; and up-to-date tech, tapping brands like Toast, OpenTable and DoorDash. “There’s always a new development, a new event, a new pizza drop, a new collab in the works,” Bonaventura says. “Sal was working 80 hours a week for the greater part of his life—that’s what it takes. But for staying successful, the biggest thing is quality, consistency and making a product that people crave. When you have that level of hard work and attention to detail, it’s pretty contagious.”

Tracy Morin is PMQ’s associate editor.