PMQ Апрель 2015

APRIL 2015 | WWW.PMQ.COM

PMQ PIZZA M

AGAZINE | April 2015 | Volum

e 19, Issue 3 The P

izza Industrys Business M

onthly | PM

Q.com

FamilyMattersGrabbing Your Share of an $83 Billion MarketPAGE 38

How to Create a Pizza Box That RocksPAGE 54

5 Tips for Fantastic Finger Foods PAGE 46

April 2015 Cover.indd 1 3/12/15 12:17 PM

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30 lb x 0.1 oz / 15 kg x 5 g Accuracy

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02-05 ADS April15.indd 2 3/12/15 12:19 PM

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Pizza and Craft Beer DinnerMetro Pizza, Las Vegas

WHY INTEGRATION IS SO IMPORTANT TO YOUR PIZZERIAIf you have several systems working independently of each other (i.e., one per-son handling email, another doing social media and yet another creating your marketing materials), your marketing message can become diluted and unfo-cused. Learn how to use integration to connect the dots via your POS system.

(THEPIZZAINSIDER.PMQ.COM)

PIZZERIAS SHARE TIPS FOR SUCCESSFUL SOCIAL MEDIANot everyone in the pizza industry loves social media, but most agree that its a marketing must. After visiting popular pizzerias around Ohio in February, PMQ social media director Melanie Addington shares some tips on best prac-tices for sites such as Facebook and Twitter.

(SLICEOFLIFE.PMQ.COM)

SWEDEN IS REINVENTING PIZZA MAKING COMPETITIONSWhen the Swedish Pizza Federation calls up, youd better answer. Missy Green did exactly that and ended up learning some new tricks at the innovative Swedish Grand Prix pizza making competition in Gothenburg, Sweden. She also taught dough spinning techniques to a man dressed like a cow, but thats another story!(PIZZAWITHOUTBORDERS.PMQ.COM)

PMQ BLOGS

RECENTLY ON PIZZATV.COM

Follow PizzaTV to Las Vegas for a special event with John Arena of Metro Pizza. A beer-and-pizza pairing extravaganza took place for one night only, featuring pies from the Mama Napoli Pizza food truck paired with special beers by Wasatch Brewery in Park City, Utah. Learn more about how to create a fun event like this at your own pizzeria.

ONLINE AT PMQ.COM

FIND US ON:

(BRIANSPIZZADIET.PMQ.COM)

FIGHTING TEMPTATION ON THE ROADLess than a month into his diet, PMQ test chef Brian Hernandez takes a road trip to Columbus, Ohio, and must resist temptation everywhere he goesice cream at NAPICS, burgers at White Castle and ribeyes from Mitchells Steakhouse. But Brians making progresshis arms dont jiggle anymore when he waves.

6 PMQ Pizza Magazine The Pizza Industrys Business Monthly

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ContentsON THE COVER

38 Family ValuesMom, Dad and the kids are din-ing out less, but 84% of parents say theyre more likely to visit a restaurant with a family-friendly environment. Learn how to make your pizzeria a home away from home for this $83 billion-a-year demographic. By Tracy Morin

FEATURES

28 Marketing Marvels: Master PizzaSince taking over this Cleveland operation, owner Michael LaMarca has grown it to six locations using direct mail and other time-tested marketing programs.By Liz Barrett

46 Finger Lickin GoodEmploy these fi ve creative tips to transform ho-hum fi nger foods into must-have lip-smackers.By Tracy Morin

54 The Art of Box MarketingIts the one marketing piece every customer loves to receive. Follow these seven smart suggestions to unleash the full moneymaking potential of your pizza box. By Liz Barrett

60 Getting On the App TrackWhen done correctly, a mobile app can become a pivotal part of the ordering process for your customersand help you sell a lot more pizza.By Paul Glomski

66 Love at First BiteMore pizzerias are marketing their services to wedding parties, off ering pizza as a reasonably pricedand universally popularalternative to high-end menus.By Andy Knef

72 Feeling Fancy e PMQ staff scouted out the 2015 Winter Fancy Food Show in San Francisco and reported back on the F&B products that created a buzz.


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38

46

54CHRISTOPHER KING/MELVILLE HOUSE PUBLISHING

OLD CHICAGO PIZZA AND TAPROOM

NEW SOUTH PIZZA,


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DEPARTMENTS

16 In Lehmanns Terms: Adding Yeast to Your Dough MixTom e Dough Doctor Lehmann takes a deeper look at an essential but sometimes misunderstood pizza ingredient.

18 New Yorks Finest: Gnocchetti EnicinaChef Santo Bruno returns from a trip to Palermo with an easy-to-make recipe developed with his brother.

20 Accounting for Your Money: Watch Out for Letters From the IRS

If the IRS or any taxing agency contacts you about a suspected violation or inconsistency, open the letter and act immediately!

22 Marketing Maven: Developing a Successful PR CampaignBy contracting with a local PR professional or fi rm, you can move beyond word-of-mouth and gain invaluable exposure for your pizzeria.

24 Sherlyns PicksPMQs circulation manager Sherlyn Curry keeps her eye on the pizza industrys true innovators and trendsetters: our subscribers.

42 Recipe of the Month: Red, White and Blue Pizza ink with your sweet tooth and use this recipe from Nutella to create an insanely delicious specialty dessert pizza.

98 Pizza Hall of Fame: La Casa PizzariaA fi xture in Omaha, Nebraska, since 1953, this family-owned business off ers health insurance, tuition assistance and systematized training to retain top employees.

IN EVERY ISSUE

6 Online at PMQ.com

12 From the Editor

14 From the Inbox

26 Moneymakers

76 Product Spotlight

84 Advertiser Index

85 Pizza Industry Resource Guide

NUTELLA

Contact your Tyson Food Service or Distributor Sales Rep or visit BONICI.com for more info.2015 Tyson Foods, Inc. Trademarks and registered trademarks are owned by Tyson Foods, Inc. or its subsidiaries.

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Click here for featured video: Cooking with PMQ: Test chef Brian Hernandez walks you through the steps of making and marketing the perfect fi nger food: spinach artichoke bites.

Click here for featured video: Spotlight on Pizzerias and Pizzaiolos: Michael LaMarca, owner of Master Pizza, shares some of his best moneymaking promotions.

Click here for featured video: Follow PizzaTV to Las Vegas for a special beer-and-pizza pairing extravaganza hosted by John Arena of Metro Pizza.

Click here for featured video: Cooking with PMQ: Test chef


TOC_April15_Digital.indd 10 3/23/15 12:14 PM

Contact your Tyson Food Service or Distributor Sales Rep or visit BONICI.com for more info.2015 Tyson Foods, Inc. Trademarks and registered trademarks are owned by Tyson Foods, Inc. or its subsidiaries.

BONICI Pepperoni BONICI Pepperoni

Tyson Bacon PiecesTyson Bacon Pieces

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Visit us at BONICI.com for savings up to $1,000.

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TOC_April15.indd 11 3/12/15 1:18 PM

Is It Time to Overhaul Your Stone Age Website?

I spend a good bit of time online, checking out pizzeria websites and social media pages, and sometimes I get deeply discouraged. Online marketing is essential to success in the restaurant business, yet I see so many pizzeria operators handling it poorly. Worse, some still dont have a website or a social media presence at all. ats like refusing to invest in signage for your shophow are potential cus-tomers supposed to fi nd you if you dont even tell them youre there?

A lousy website is better than no website at all, but just barely. I see too many pizzeria websites that seem to have been thrown together as an afterthoughttext-heavy, no photographs, no branding, blocky and boring and utterly forgettable. I came across one site that devotes inordinate space to promoting its various fl avors of Red Bull while a link to the menu is hidden away in tiny text at the top of the screen. No logo, no mouthwatering food picturesjust a bunch of verbiage and, inexplicably, a great big Red Bull ad.

Im not saying restaurants with bad websites will fail. Many are fi rmly established in their communities and thrive on old-school marketing techniques. But if your pizzeria struggles to attract new customers, if your sales remain stagnant no matter how many coupons you mail out, you should take a second look at your online marketing strategy. Hire a professional designer with a proven track record to overhaul your Stone Age website and assign a staff er to update the site regularly with new specials, menu items and promotions.

Take a closer look at your Facebook page, too. Are you engaging with your followers or just promoting your specials? If its the latter, you are boring your fans to tearsand squandering a moneymaking opportunity.

Keep paying short shrift to the Web, and you shouldnt be surprised if that megachain down the street steals away your customers. Learn how to do online marketing right, and you can get right back in the game!

ON THE COVER: Smart pizzeria operators know that children like Jane Reeves and Evelyn, twin daughters of Jay and Wendy Carmean of Oxford, Mississippi, have infl uence over family dining decisions. Dont miss this months cover story, starting on page 38, to learn how to make kids and parents alike feel especially welcome at your restaurant.

Rick HynumEditor-in-chiefPMQ Pizza Magazine


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FamilyMattersGrabbing Your Share of an $83 Billion MarketPAGE 38

How to Create a Pizza Box that RocksPAGE 54


PUBLISHER Steve Green, [email protected] ext. 123 CO-PUBLISHER Linda Green, [email protected] ext. 121

EDITOR-IN-CHIEF Rick Hynum, [email protected] ext. 130

ASSOCIATE EDITOR Andy Knef, [email protected] ext. 136

EDITOR AT LARGE Liz Barrett, [email protected]

SENIOR COPY EDITOR Tracy Morin, [email protected]

INTERNATIONAL CORRESPONDENT Missy Green, [email protected]

ART DIRECTOR Kara Hoffman, [email protected] ext. 135

GRAPHIC DESIGNER Eric Summers, [email protected] ext. 134

MEDIA PRODUCER Daniel Lee Perea, [email protected] ext. 139

SOCIAL MEDIA DIRECTOR Melanie Addington, [email protected] ext. 133

CHIEF FINANCIAL OFFICER Shawn Brown, [email protected]

CIRCULATION MANAGER Sherlyn Clark, [email protected] ext. 120

TEST CHEF/EVENT COORDINATOR Brian Hernandez, [email protected] ext. 129

ADVERTISINGSALES DIRECTOR Linda Green, [email protected] ext. 121

SENIOR ACCOUNT EXECUTIVE Clifton Moody, [email protected] ext. 138

ACCOUNT EXECUTIVE Tom Boyles, [email protected] ext. 122

ACCOUNT EXECUTIVE Anna Zemek, [email protected] ext. 140

SALES ASSISTANT Brandy Pinion, [email protected] ext. 127

PMQ INTERNATIONAL PMQ CHINA Yvonne Liu, [email protected]

PMQ AUSTRALIA-NZ Tom Boyles, [email protected]

PMQ RUSSIA Vladimir Davydov, [email protected]

EDITORIAL ADVISORSChef Santo Bruno, Tom Feltenstein, Tom Lehmann, Joey Todaro, Ed Zimmerman

CONTRIBUTORS Chef Santo Bruno, Linda Duke, Paul Glomski, Tom Lehmann, Michael J. Rasmussen

PMQ PIZZA MAGAZINE 605 Edison St. Oxford, MS 38655662.234.5481 662.234.0665 Fax [email protected]

PMQ Pizza Magazine (ISSN #1937-5263) is published 10 times per year. Cost of U.S. subscription is $25 per year. International $35. Periodical postage pricing paid at Oxford, MS. Additional mailing offi ces at Bolingbrook, IL. Postmaster: Send address changes to: PMQ Pizza Magazine, PO Box 2015, Langhorne, PA 19047.

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

Winner of 5 ASBPE AwardsWinner of 4 GAMMA AwardsISSN 1937-5263

A PUB L I CAT ION O F PMQ , I NC .VOLUME 19, ISSUE 3 APRIL 2015

FROM THE EDITOR


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FROM DELIVERY CAR TO MAN IN CHARGEI own a small restaurant in International Falls, Minnesota. Working for this restaurant is the fi rst and only job that Ive ever had. I started here as a delivery driver at age 16, and Im now the owner at age 42. A lot went on in between that Id love to share with your readers. A local magazine recently did an article on my family and me, but Im hoping to make it into your well-known magazine and to give our little community some well-deserved exposure. Ive included the local magazine for your review and hope youll fi nd some interest in it. ank you.

Troy FishGiovannisInternational Falls, MN

Its always great to hear from our friends in Americas heartland, Troy. We will be reaching out to you soon and look forward to the conversation!

ARE GMOS TO BLAME FOR CELIAC DISEASE?All of a sudden, everyone now has celiac disease. Can you think of anyone who had this problem just a few years ago? Since I am strongly against GMO products, Ive started my own conspiracy theory that GMO wheat is to blame. Is this based on any scientifi c study? No, but it fi ts in with my prejudices against GMOs. I think it might be interesting for PMQ to run an article or two encouraging pizzerias to switch to non-GMO products as a benefi t to their customers.

David KayeVia email

ats an interesting theory, David. For the record, GMO wheat is not currently approved for sale or commercial production in the United States. Although genetically engineered wheat has been detected in fi elds in Oregon and Montana, the U.S. Department of Agriculture has stated that these are isolated incidents.

FROM THE INBOX

FIND US ON SOCIAL MEDIA:

Rick Hynum, PMQs editor-in-chief, has a thi

ng,

it seems, for clever memes. Red Tractor Piz

za

(redtractorpizza.com), an artisan pizzeria in

Bozeman,

Montana, caught his eye with this one. Co-o

wner Adam

Paccione shot the image at home with his iP

hone and

posted it on Instagram and Facebook to prom

ote Red

Tractors evening delivery service.

STUFF WE


FromtheInboxApril15.indd 14 3/12/15 1:19 PM

STUFF WE

FromtheInboxApril15.indd 15 3/12/15 1:19 PM

Adding Yeast to Your Dough Mix

IN LEHMANNS TERMS

Tom Lehmann recently retired as the longtime director of bakery assistance for the American Institute of Baking (AIB). He is now an industry consultant dedicated to helping pizzeria operators make more money. Need more dough advice? Visit the Dough Information Center at PMQ.com/dough.

The type of yeast that you usewhether fresh, instant dry or active drymakes a difference in the mixing process. By Tom Lehmann

Q Whats the best way to add yeast during the dough mixing process?A Lately Ive been getting a lot of questions about the basics of dough production. In the coming months, I plan to address many of these questions, one at a time, in this space. Yeast is an essential but sometimes misunder-stood ingredient, so lets start here.

The type of yeast that youre using for your dough mix makes a difference. Compressed or fresh yeast can be crumbled onto the flourit does not need to be suspended in the water. Instant dry yeast (IDY) is best added without prehydrating. To do this, just add it in dry form directly to the flour in the mixing bowl.

Active dry yeast (ADY), on the other hand, needs to be prehydrated first. Simply place the ADY into a small quantity of warm water (100F), stir the liquid to create suspension, and allow it to hydrate until the slurry begins

to develop bubbles on the surface. The hydrated yeast suspension can then be added to the dough water in the mixing bowl, or it can be poured onto the flour in the mixing bowl.

If you use a high-speed mixersuch as a ver-tical cutter mixerthe process will be a little different. Due to the very short mixing time, I recommend that you make a suspension of the yeast, regardless of the type of yeast being used. The compressed yeast should be put into the dough water and stirred until the yeast is completely suspended in the water. ADY will already be suspended, so there is no need to do anything different with it. The IDY will need to be hydrated. To do this, place the IDY into a small quantity of warm water (95F) and stir to suspend, then set aside to hydrate/activate. Once you see bubbles beginning to form on the surface of the yeast suspension, it can be added to the mixing bowl in the same manner as ADY.

A Family Tradition.

Saputo Cheese USA Inc., Lincolnshire, Illinois 60069(800) 824-3373 saputousafoodservice.com

2015 Saputo Cheese USA Inc. All rights reserved. Saputo is a registered trademark used by Saputo Cheese USA Inc.

Legendary Cheesemaking Optimum Flavor Unparalleled Consistency

16 PMQPizzaMagazine The Pizza Industrys Business Monthly

In Lehmann's Terms_April 2015.indd 16 3/12/15 1:20 PM

A Family Tradition.

Saputo Cheese USA Inc., Lincolnshire, Illinois 60069(800) 824-3373 saputousafoodservice.com

2015 Saputo Cheese USA Inc. All rights reserved. Saputo is a registered trademark used by Saputo Cheese USA Inc.

Legendary Cheesemaking Optimum Flavor Unparalleled Consistency

In Lehmann's Terms_April 2015.indd 17 3/12/15 1:20 PM

INGREDIENTS: oz. gnocchetti3 garlic cloves6 fresh basil leaves20 almondsCaciocavallo cheese, grated (as desired)Olive oil, salt and pepper to taste

DIRECTIONS:Boil gnocchetti in a pot. Meanwhile, put all of the other ingredients into a mortar and mash them into a creamy mixture. Once the gnocchetti is done, pour mixture on top, stir together and serve.

Hello, readers! I recently made a trip to Italy and visited my family in Palermo. What a beautiful city! My brother is a master chef there and also teaches culinary classes. We had a wonderful visit, and we put our heads together while I was there and made this special dish. Its a very simple and easy-to-make dish called Gnocchetti Enicina. I thought it was deliciousI liked it so much that I knew I wanted to share it with my American friends and PMQ readers.

Gnocchetti is a pasta shell with a curved shape and ridges on its outer surface. Its a smaller ver-sion of gnocchi pasta, and its usually associated with the region of Sardinia in Italy. I hope all of you enjoy this dish as much as my brother and I did.

Mangia!

Gnocchetti Enicina

NEW YORKS FINEST

A visit with his brother in Palermo inspires Chef Brunos latest easy-to-make dish.By Chef Santo Bruno

Chef Bruno is PMQs culinary advisor, with more than 50 years of international pizza experience. He is the corporate chef for Marsal & Sons and the culinary coach of the U.S. Pizza Team.

mixture. Once the gnocchetti is done, pour mixture on top, stir together and serve.

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Q Im worried that important correspondence from the IRS may not be making it to my desk. What should I do?

A Underreporting your income will get you into serious trouble, so once the IRS con-tacts you about a suspected violation, you need to act quickly. I know of a recent case in which the IRS sent a letter about this very problem to a restaurant owner. For some reason, the let-ter never made it to the owners desk. His CPA knew nothing about it, either, so no response was given. IRS offi cials dont like it when you ignore their letters. e resulting mess sent the operator into a fi nancial tailspin!

Keep in mind that the IRS has ramped up its eff orts to catch business owners who underreport their income. If you own a cash business, such as a restaurant, your risk of being investigated by the IRS is higher than you might realize.

With that in mind, always make sure your address is listed correctly on your tax returns and on your Schedule C. Make sure that all relevant mail is brought directly to you. Staff should be trained to look out for important mail from the

IRS or the state taxing agency and pass it on to you. And you should forward any such cor-respondence to your accountant immediately. Dont ignore anything.

Finally, make sure that your accountant has identifi ed and reported all income that should be reported to the IRS or the state. Take the time to personally review all tax returns bearing your signatureultimately, its your responsibility. Your signature on a tax return essentially constitutes a legally binding promise to the government that the information on the return is accurate and that youve reported all required income.

Watch Out for Letters From the IRS

ACCOUNTING FOR MONEY

Michael J. Rasmussen is the owner of Rasmussen Tax Group (rasmussentaxgroup.com) in Conway, Arkansas. He is also the co-owner of Eyenalyze (eyenalyze.com), a company that provides real-time profi t analysis for restaurant owners.

Lost or ignored correspondence from federal or state taxing agencies could lead to an audit. By Mike Rasmussen

Keep in mind that the IRS has ramped up its eff orts to catch business owners who underreport

Great pizza demands

great cheese.

Successful operators know that great cheese is mandatory when crafting great pizza. Vantaggio

delivers the best quality and value in premium mozzarella cheese. Vantaggio cheeses are made

from the freshest milk using time-honored traditions of the old world to give it superior flavor, melt,

stretch, and consistency, making it the fastest-growing brand in its class. Vantaggio is delivered

exclusively by Bellissimo Foods Distributors. Contact your local Bellissimo representative today to

taste the multiple varieties of Vantaggio Cheese.

Please visit BellissimoFoods.com to locate a distributor in your area,

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AccountingforMoney_April15.indd 20 3/12/15 1:21 PM

Great pizza demands

great cheese.

Successful operators know that great cheese is mandatory when crafting great pizza. Vantaggio

delivers the best quality and value in premium mozzarella cheese. Vantaggio cheeses are made

from the freshest milk using time-honored traditions of the old world to give it superior flavor, melt,

stretch, and consistency, making it the fastest-growing brand in its class. Vantaggio is delivered

exclusively by Bellissimo Foods Distributors. Contact your local Bellissimo representative today to

taste the multiple varieties of Vantaggio Cheese.

Please visit BellissimoFoods.com to locate a distributor in your area,

or call 800-813-2974 and well be happy to assist you.

nice advertising

AccountingforMoney_April15.indd 21 3/12/15 1:21 PM

There was once a time when a good reputation alonespread by word-of-mouthwas enough to ensure a pizzerias success, but those days are long gone. Theres too much competition and too many restaurants clamoring for consumers attention. Unfor-tunately, most pizzeria operators, particularly indepen-dents, dont have the time or the skill sets to manage a successful public relations campaign. For many, the solution is to hire a public relations professional.

Depending on their budgets, some operators may hire an agency, but most will want to contract with a local public relations professional who has strong media con-nections and a proven track record. If you think the time is right to add this new voice to your operation, here are some questions to ponder:

What is your PR objective? What is most important to your bottom line? Obviously, you want to increase your pizzerias profits, but what else is important to you? Higher visibility? A repositioning strategy? Greater brand recognition? A higher profile for your chef? A carefully crafted PR campaign will raise both media and consumer awareness of your pizzeria, but youll need to determine exactly what you want to accomplish before you hire a PR professional.Do you have the time to work with your PR profes-

sional? Be prepared to work closely with this person. If you dont have the time yourself, assign a member of your team to be the contact and provide the PR person with guidance, information and feedback. Your PR operative needs up-to-date information about new specialty pizzas, upcoming promotions or events, and anything else you want to publicize. Dont leave this person in the dark!Does your PR pro know the restaurant industry?

Do your research to make sure your PR pro knows how to position your establishment as a premier restaurant in your area. He needs to be able to speak your language when dealing with local food critics, reporters and bloggers. If

Developing a Successful PR Campaign

MARKETING MAVEN

Hiring a public relations professional could be the next big step in marketing your pizzeria to a wider audience. By Linda Duke

Linda Duke is the CEO of Duke Marketing and author of Recipes for Restaurateurs (marketing-cookbook.com), a cookbook of marketing ideas for restaurant owners, as well as The LSM Diet: Improve Your Bottom Line, Not Your Waistline (lsmdiet.com), a self-help guide to local store marketing. She publishes a quarterly industry resource, Restaurant Marketing Magazine, and an educational program, LSM-U, Local Store Marketing University. Find out more at dukemarketing.com.


marketingmavenapril15.indd 22 3/12/15 2:49 PM

he doesnt know what hes talking about, theyll catch on quickly, and your reputation will suffer.What are your strongest selling points? Develop a

list of the key points you want to communicate to your audience, then prioritize them and work with your PR pro to make sure you get optimal results in your campaign. For example, if youve got a killer menu with pizzas or dishes that have won local, regional or national awards or competitions, thats a great hook. If your chef is a charismatic and engaging person, put him in the spot-light. If you have a fantastic craft beer menu, let your PR professional help you get the word out!Which publications should you target? Obviously, a

local real estate publication isnt for you. Target publica-tions with a strong entertainment focus or food section and make a list of reporters and editors who may be interested in your concept. For example, a great review by a local food critic can provide an incredible boost in sales. To get your restaurant reviewed, you need to invite the food

critic in. Have your PR representative make some calls or send emails to invite key writers and reporters to try your restaurant. To pique their interest, tell them about some of your signature menu items. They probably wont tell you when theyre going to show up, but if your pitch is strong, they will come!

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Obviously, a local real estate publication isnt for you. Target publications with a strong entertainment focus or food section and make a list of reporters and editors who may be interested in your concept.

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Borgata Pizza Caf borgatapizzacafe.comDescribed by a food writer as a hidden gem that doesnt cut corners, this independent Columbus, Ohio, pizzeria attracts a loyal crowd of locals with its crispy New York-style pies and starters like the Spicy Sausage Stuff ed Peppers and wings served with a housemade pineapple-habanero barbecue sauce. Borgatas menu has earned plenty of media attention, too: Columbus Monthly ranked it No. 7 in a list of the citys top 25 pizzerias in 2013.

James Gang Pizza Factory jamesgangpizza.com e James Gang Pizza Factory, owned by Charlie James, claims to serve the largest pizza in Lebanon, Oregonthe 26 Holy Cow, which comes with the customers choice of any three toppings. e pizzeria also boasts a game room with arcade games and a pool table, a banquet room, a salad bar, and a specialty pizza menu that features, among others, the Shish Kabob, a white-sauce pie with garlic, mushrooms, chicken, green peppers and tomatoes.

Sherlyn Curry, PMQs circulation manager, is often the fi rst to spot new trends and concepts among our subscribers. Here, Sherlyn shines the spotlight on the true leaders and innovators of the industry..

Joey Ds Chicago Style Eatery & Pizzeriajoeydschicagostyleeatery.comWith three locations in Bradenton and Sarasota, Florida, Joey Ds specializes in Windy City cuisine, from stuff ed and deep-dish pies to loaded hot dogs and Italian beef. Co-founded by Chicago transplants Bob and Maria Dennis, the shop was named for Bobs brother, who was born with a rare, crippling disease called Cockayne syndrome. With a life expectancy of 12 years, Joey defi ed medical science, playing hockey and living a full life until the age of 32.

Want to be featured in this section? To be considered, subscribe or renew your subscription at pmq.com/subscribe and email Sherlyn at [email protected].

Chicago Dough Company chicagodough.comLocated in downtown Salem, Massachusetts, this well-rounded, single-unit oper-ation off ers delivery, catering services, logoed T-shirts, refi llable travel cups, and a kids menu called the Fire Chief Junior menu. Engine House even caught the eye of indie fi lm director Rob Zombie, who shot a scene there for his 2012 fi lm, e Lords of Salem. Opened in 1979, the store recently changed owners as Paul Moore and Brad Cipperly took over operations last fall.

SHERLYNS PICKS


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Want to be featured in this section? To be considered, subscribe or renew your subscription at pmq.com/subscribe and email Sherlyn at [email protected].

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Dont Mess With Iggy AzaleaIggy Azalea complained on Twitter recently after a Papa Johns (papajohns.com) delivery man gave her private number to a fan, who promptly sent the hip-hop star a text. Posting a screenshot of the text, Azalea tweeted, @PapaJohns was my favorite pizza but the drivers they use give out our personal phone number to their family members. The chain tweeted a tongue-in-cheek apologyWe should have known betterPlease dont bounce usthat played on lyrics from Azaleas songs, but the rapper was not amused or appeased. I dont think data breach is funny, she tweeted back. I expect you to contact me to explain how you are going to rectify your breachof my personal information in a satisfactory and professional way or [a] lawsuit will be filed. Papa Johns later said it had taken appropriate disciplinary action against the driver.

Making Snow Days Even BetterKids love snow days almost as much as they love pizza. Tellys Restaurant and Pizzeria (tellysrestaurant.com), a neighborhood shop in Epping, New Hampshire, has been giving away free food to school-aged youths who come in with their parents on snow days. Whenever school was canceled due to bad weather this winter, Tellys offered a free kids meal with every adult entre.

Can your marketing pass the Marshmallow Test? This was a psychology experiment in the 1960s that tested childrens ability to resist the urge for instant gratification. The same concept holds true in marketing, says Jay Siff, CEO of Moving Targets. Do you have the discipline to let a long-term mar-keting strategy workor do you always need instant results?

MONEYMAKERS

Quick Tip 1:

Rapper Iggy Azalea slammed Papa Johns on Twitter after a delivery driver gave her private number to a fan.

As if snow days arent awesome enough, kids get free pizza at Tellys Restaurant and Pizzeria when school is canceled due to bad weather.

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Oh, Lucky Dog!Sometimes puppy chow just doesnt hit the spot. This little pooch craved pizza, and an alert customer of Barros Pizza (barrospizza.com), a family-owned chain with 35 locations in Arizona, snapped a pic at the perfect time. Posted on Barros Facebook wall as a Pizza Night meme on Facebook in mid-February, the image racked up 193 likes and 16 shares.

Dinner and a Game at Piesanos Piesanos Stone Fired Pizza (piesanostogo.com) in Gaines-ville, Florida, took customers out to the ball game for the University of Florida baseball teams season opener in mid-February. For $50, Piesanos offered a $50 gift card plus two chairback seats to any game between the Gators and Rhode Island during a three-game home series. Pie-sanos also hosts the weekly Gator Hotline Show, featuring Florida coaches fielding questions from radio callers.

Co-owner and pizzaiolo Joel Mills opened the third Piesanos location in Gainesville last August.

Pizza With the StarsThe 10-store Johns Incredible Pizza Company (johnspizza.com) chain, with locations in California and Oregon, devised a simple but well-received social media promo around this years Academy Awards. On the Friday before the Oscars broadcast, customers were asked to post a Facebook comment naming the movie star theyd most like to hang out with at Johns. Entries went into a random drawing, and four winners were selected after the awards ceremony. The contest post drew 172 comments and 71 likes. Each winner received a $24.99 FunCard Special, good for credits on games and rides at the pizza chain. Winners of a Facebook contest at Johns Incredible Pizza Company

claimed prizes that could be redeemed for rides and games.

With a caption that read, Who can argue with that face?, this puppy-themed meme for Barros Pizza earned 193 likes on Facebook.


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Founded in 1955, Master Pizza (masterpizza.com) became a household name in Cleveland over the years, growing to 38 stores before the franchise split up; eventually, only the original store remained. However, since taking over the operation, owner Michael P. LaMarca has grown it to six locations in the greater Cleveland area, keeping the Master Pizza name on the map through the use of time-tested marketing programs and a focus on cus-tomer satisfaction. LaMarca shares some of Master Pizzas best marketing ideas with PMQ here.

PMQ: Tell us a little bit about the history of Master Pizza.Michael P. LaMarca: Master Pizza was started by Ken Petti in 1955 in a suburb of Cleveland, Ohio, called May-field Heights. In 1960, Petti and four other partners com-bined efforts and created the Master Pizza franchise. From 1965 to 1985, the group dominated the Cleveland pizza market and opened 38 stores across the greater Cleveland area. The group was running a franchise before there were any franchise laws and regulations. Around 1985, the fran-chise split up, and most of the stores fizzled out over time.

Direct mail and an online loyalty program called Pizza Points help create top-of-mind awareness for this fast-growing Cleveland operation. By Liz Barrett

M A R K E T I N G M A R V E L S :

Master Pizza

Bonus Video Coverage: Michael LaMarca shares the secrets of his marketing success in PMQ Spotlight on Master Pizza.


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%Master PizzaPMQ: What makes Master Pizza unique?LaMarca: Weve been operating from the same location since 1955 and have held on to our values of serving a superior, fresh and quality-driven product where price is not the motivator.

PMQ: What are a few of your most popular menu items?LaMarca: Some of our most popular menu items are our specialty pizzas, which include the Popeye, ree Little Pigs and Pepperoni Passion. Each of these pizzas has won awards and been featured on television, in newspapers and on the radio. I think when you have a nonpartisan judge or judges say your pizza stands out above others, it really goes far compared to an online contest. Its a recipe for success when you win an award, get featured in the media and market your recent win. People are drawn to the new item of the day and want to be a part of its success.

PMQ: What are the top three ways you market to new customers?LaMarca: Our marketing plan ensures that we get to potential new customers before anyone else. Our fi rst approach is to off er a coupon for a free pizza in the mail when they move into the area. ere are several programs that off er this kind of direct mail service, and I think it's worth every penny. A new resident or new potential customer will use the coupon eight out of 10 times. At minimum, new customers will walk through our door to claim their free pizza. Its then up to us to retain them.

Our second opportunity comes after we have them in our shop and theyve tried our product. We have to entice them with even more special off ers, and thats done through our website. We grant them access to exclusive coupons online if, and only if, they are a member and sign up with our site.

Our third and fi nal stage of acquiring new customers is sending our menu with attached coupons through a direct mail program. We typically send out 1,000 menus per week to local residents. We have seen 10% to 20% growth since we started the menu direct mailing program.

PMQ: How do you market to existing customers?LaMarca: e top three ways we market to our current customer base is through our Pizza Points customer loy-alty program, social media and a direct focus on personal customer service. Pizza Points is a program we designed specifi cally for our website. It gives our customers a chance to win many diff erent prizes just by ordering our pizza.

Master Pizza loves to give away pizza, mailing out free coupons to new residents or surprising unsuspecting locals with a free pizza delivery.

We typically send out 1,000 menus per week to local residents. We have seen 10% to 20% growth since we started the menu direct mailing program.

Michael LaMarca, Master Pizza

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e customer must sign up on our website to partici-pate, helping add customers to our email list. Each time a customer places an order with us, he receives a business card-sized fl yer in his pizza box. Each card has a random alpha-numeric code that he inputs on our website. e code could be worth 5, 10, 25, 50, 75, 100 or 500 points, which can be used for prizes ranging from food to tickets to a sporting event. Customers can save their points and purchase multiple items or save up for a big-ticket item. We have had customers purchase a whole graduation catering event by saving their Pizza Points! Master Pizza currently has over 12,000 active users of the Pizza Points loyalty program.

Master Pizza is very active on social media with Face-book, Twitter, Instagram, Vine, Pinterest and LinkedIn pages. We have built each page up by engaging regularly

but not overdoing it. We also have a Master Pizza MVP Text Club.

Additionally, we post contests for free pizza on our Facebook and Twitter pages. A typical contest might read like this: Win 2 FREE LARGE PIZZAS if you can cor-rectly guess the score of todays Cavs vs. Bulls game. Guess must be in before tipoff . Good luck, and go, Cavs! We typically get a few hundred guesses and about 3,000-plus looks and reads.

Finally, we believe that good, old-fashioned personal customer service is the best way to market to our current customer base. is is more important than any coupon, tweet, post or marketing tool you will ever use. ere are several options between your customers home and your shop. If we are fortunate enough for them to walk through our door, we feel we should bend over backwards for them. For example, we try as often as possible to walk out the customers order to their car, especially if it is a larger order, without being asked. We stress developing relationships with all of our customers. We build rela-tionships with our customers so that, when they are in need or something special happens in their lives, we are right there with them.

PMQ: What has been your biggest marketing chal-lenge over the years? How did you overcome it?LaMarca: My biggest marketing challenge has been learning when and how to market during certain times of the year and coming up with a yearly marketing plan. During the busy times of the year, our marketing focus

A successful loyalty program, online specials and tested coupons are just a few of the ways Master Pizza keeps customers coming back for more.

You need to look at every holiday, local event, sporting event and pop culture event as an opportunity to market your business. Marketing should provide your company a map of whats to come, not a reflection of what you shouldve done. Michael LaMarca, Master Pizza

Youll see new customers because of the variety.Youll keep seeing them because of the quality.

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is based on getting our name and message out to the public. For example, well run ads with minimal coupons or offers but state that weve won several awards. During the slower times of the year, well be more aggressive with inserting offers in our marketing material while running our basic marketing plan, which includes direct mailers and online marketing.

When you are approaching certain times of the year, you need to be aware of who you are marketing to. For example, in May, June and December, you should be pushing catering or some larger specials to offer for grad-uation and holiday parties. In late January or early Feb-ruary, your marketing should be directed to Super Bowl Sunday with large pizzas and wings on all ads. The only way to learn these trends is through experience. Were all busy during certain times of the year, but the only way to gauge how to handle it is to go through it and adjust the following year.

PMQ: Tell us about one of your most successful promotions and how it worked.LaMarca: The most successful promotion by far was when we offered $1 pizzas on our one-year anniversary at our second location. We posted it on the website and social media. We knew we were going to get hit, but we didn't expect to do over 1,400 pizzas! That town has only 4,500 residents. Our sales were already decent prior to the event,

but afterward we immediately saw an increase in tickets per day and sales, and we built an immediate customer base. We didnt worry so much that our food costs were a little more than the acceptable 30% we looked at the whole event as an advertising expense.

PMQ: How do you get involved with your local community?LaMarca: We believe that we need to be interwoven into our communities. We offer the city, churches and schools in our community special offers above and beyond our normal specials. We are heavily involved in the local Chamber of Commerce, and I serve on its board of direc-tors. Members of our company volunteer to help with the annual golf outing and other events.

We also set up stands and sell pizzas at the local fairs in our communities. Its more than getting our product out to the residents; its our chance to introduce ourselves and start making personal connections.

We also donate pizzas to fundraisers for student groups and local charities. We feel that giving back is an important part and a responsibility of doing business and improving your community.

PMQ: Do you offer online ordering?LaMarca: Online ordering works very well for us. Weve seen our online ordering business take off from about

Master Pizza owner Michael P. LaMarca thrives on marketing.

Pizza eating contests on site and giveaways online attract the attention of Master Pizza fans near and far.



$Weve seen our online ordering business take off from about 2% to 3% of our daily sales to about 10% to 15%. Our average ticket online is about $4 to $5 higher on average. It also helps reduce the strain on our phone lines during the peak hours. Michael LaMarca, Master Pizza2% to 3% of our daily sales to about 10% to 15%. Our average ticket online is about $4 to $5 higher, on average. It also helps reduce the strain on our phone lines during the peak hours.

PMQ: Can you share some tips for those who are struggling with marketing their pizzeria?LaMarca: Look at marketing as an oceanwaves con-stantly coming in, with a big wave every so often. Market-ing should have the same approach: constant waves and, once in a while, you need to make a big splash.

I also suggest having an annual marketing plan to refer to. Dont plan for Super Bowl Sunday the last week of

January; it should all be in place with minimal adjustments in November or December. You should have all the plan-ning, ordering, scheduling and adjustments set at least a few weeks prior to the Super Bowl. Keep records of how things went and make adjustments for the upcoming year. You need to look at every holiday, local event, sporting event and pop culture event as an opportunity to market your business. Marketing should provide your company a map of whats to come, not a reflection of what you shouldve done.

Liz Barrett is PMQs editor at large and author of Pizza: A Slice of American History.

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RECIPE OF THE MONTHRed, White and Blue Pizza Recipe and photo provided by Nutella

INGREDIENTS:1 12 pizza base, prebaked12 oz. hazelnut spread4 oz. mixed red berries (strawberries, raspberries, cranberries, etc.)4 oz. mixed dark berries (blackberries, blueberries, etc.)2.2 oz. melted or shaved white chocolate INSTRUCTIONS:Distribute hazelnut spread over prebaked pizza base. Place the dark berries on the outside, and then place the red berries in a pile in the center. Drizzle or shave the white chocolate over the fruit. Serve warm.

Be Inspired. Be Creative. Be Original.

Ferrero 2014

People in more than 200 countries around the world enjoy Nutella, the original hazelnut spread.1 Be creative by adding Nutella to your menu and offer your customers the brand they love. Now available in a variety of foodservice sizes.Use Nutella to create unique and delicious pizzas and other creative items your customers are sure to love.

Gluten free

To request your FREE Nutella Starter Kit3 and to learn more about adding Nutella to your menu, call 410-268-0030 ext. 259 or visit www.nutellafoodservice.com/start for more information. Your FREE Nutella Starter Kit includes:

Nutella Usage Guide Nutella Information Guide Recipes Inspired by Nutella Samples to inspire the imagination:

- 6 Portion Control packs - 1 - 26.5 oz. Jar 1Nutella Fun Facts Presentation2Excludes 0.52 oz. Portion Control packs3For new customers only. While supplies last.

Red, White, and Blue Pizza made with Nutella

Think With Your Sweet ToothDessert pizzas are easy to makeand even easier to make money on, considering the food costs are low and they can fetch a pretty penny on your dessert menu. Nutella has taken its place at the forefront of the movement, but there are other dessert pizza options to be explored, too. Just start thinking with your sweet tooth:

A Washington, D.C. bakery, the Chocolate Crust (chocolate-crust.com), made headlines in the Washington Post for its unique Chocolate Crusted Pizza. The crust is prepared with a mix of white fl our, dark chocolate and roasted coffee beans, while the toppings can range from blackberries and peaches to bacon and even pepperoni.

Servers at Pizza Pie Caf (pizzapiecafe.co), with locations in Idaho, Utah and Arizona, urge their guests to leave room for the companys selection of seven delectable dessert pizzas, including the Oreo Dessert, featuring housemade cream cheese frosting, Oreo crumbs and a generous drizzle of caramel sauce.

With stores in 19 states, BJs Restaurant and Brewhouse (bjsrestaurants.com) has perfected the pizookie, a combina-tion pizza-cookie offered in seven styles and fl avors, including the deliriously decadent Salted Caramel Pizookie, made with caramel cookie dough, almond toffee, pretzel bites and white and dark chocolate chips and topped with vanilla bean ice cream, caramel sauce and Ghirardelli dark chocolate chips.


RecipeofMonth_Apr2015.indd 36 3/12/15 1:22 PM

Be Inspired. Be Creative. Be Original.

Ferrero 2014

People in more than 200 countries around the world enjoy Nutella, the original hazelnut spread.1 Be creative by adding Nutella to your menu and offer your customers the brand they love. Now available in a variety of foodservice sizes.Use Nutella to create unique and delicious pizzas and other creative items your customers are sure to love.

Gluten free Certified Kosher No artificial colors or preservatives

No peanutsNo peanuts 12-month shelf life12-month shelf life Non-GMO ingredientsNon-GMO ingredients

Re-sealable containers2

To request your FREE Nutella Starter Kit3 and to learn more about adding Nutella to your menu, call 410-268-0030 ext. 259 or visit www.nutellafoodservice.com/start for more information. Your FREE Nutella Starter Kit includes:

Nutella Usage Guide Nutella Information Guide Recipes Inspired by Nutella Samples to inspire the imagination:

- 6 Portion Control packs - 1 - 26.5 oz. Jar 1Nutella Fun Facts Presentation2Excludes 0.52 oz. Portion Control packs3For new customers only. While supplies last.

Red, White, and Blue Pizza made with Nutella

RecipeofMonth_Apr2015.indd 37 3/13/15 9:45 AM

FAMILY VALUES

Brixx Wood-Fired Pizza locations, such as this one in Huntersville, North Carolina, have been named Best Family-Friendly Pizzeria in various markets due in part to the companys emphasis on keeping kids happy and entertained.

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Mom, Dad and the kids arent dining out as often as they used to. But that doesnt mean you should give up on earning their business. According to a December report from global information company The NPD Group, families with kidsa group that represents 32% of U.S. households and $83.7 billion of total restaurant salesmade 1 billion fewer visits to restaurants over the past six years. But 84% of parents surveyed for the report said they are much more or somewhat more likely to visit a restaurant if it offers a family-friendly environment.

Restaurants are leaving money on the table by not capturing more visits from families with kids, notes Bonnie Riggs, a restaurant industry analyst for NPD. The good news is that there are solid tactics that operators can use to attract families back to the dining table: emphasizing the value components of menus; creating a kid-friendly environment; offering fast and attentive service; and addressing food preferences kids have at different ages.

Families with kids spend $83 billion per year in restaurants. Heres how to captureand retaintheir business. By Tracy Morin

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KIDDIE CORNERA night out with the kids can feel like a big splurge to parents on a budget. After all, in this post-recession economy, many families have less discretionary income to spend in restaurants. But cost isnt the only barrier, NPD reports. Families are also concerned with value, environment, convenience and menu offerings. The childrens age makes a difference, too: Families with older kids place more importance on value, since their kids appetites are changingtheyre eating more, broadening their horizons and ordering outside the kids menu, making it more expensive to dine out. Families with younger kids, meanwhile, care more about the restaurant environment and menu offerings, because younger diners need to be entertained, and todays parents pay more attention to what their kids eat.

Pizzerias that successfully attract families keep all of these areas of concern in mind. Brixx Wood Fired Pizza (brixxpizza.com), a Charlotte, North Carolina-based group of 25 restaurants in five states, has been voted Best Family-Friendly Pizzeria many times in various markets because kids can find plenty there to keep them entertained. From the moment a family is seated at the table, kids are given dough to play with, plus a kids menu with games and plenty of space to draw. This keeps them occupied so the parents can breathe, says Tim Miner, marketing dude at Brixx. We even encourage kids to post photos of their dough sculptures online using the hashtag #BrixxPixx, and we reward them for it.

All Brixx locations also have a viewing area where children can watch pizza chefs in action. Our overall

Eating pizza is a family affair. Follow these marketing tips to make it an unforgettable one for parents and kids alike.

Collectibles continue to be a driver. We make different versions of our Power Packs [for kids] that focus on different sports and different characters, and new games, new tattoos and expanded features on our mobile app also keep them coming back.

Brad Bevill, Bostons Restaurant & Sports Bar

Encourage creativity and hold contests. Engage children with creative activitiescoloring, drawing, even kiddy cup designs and dough sculpturesand display their work in your store. Select four or five finalists and let customers vote online for their favorites.

Create takeaway packets for kids. Packets could include a kids menu, coloring pages, temporary tattoos, small collectibles and balloons.

Keep allergies in mind. Offer gluten-free options and be ready to provide a list of aller-gens used in your menu items. Make sure parents can enjoy a fun night out without fretting over food safety.

Talk to the children. Encourage waitstaff to interact with youngsters. Offer them free balloons when they walk in the door. Inquire about their birthdays or favorite sports.

Separate your bar and dining areas. Parents with kids may not want to sit with a rowdy group of beerdrinking sports fans. Give them some peace, quiet and privacy!

Tel. 800-258-6358 Fax. 603-893-1249 www.univexcorp.com

From Mixing to Baking

We Raise the Bar

We Set the Standard

KIDDING AROUND


Tel. 800-258-6358 Fax. 603-893-1249 www.univexcorp.com

From Mixing to Baking

We Raise the Bar

We Set the Standard


environment is very active, so if the kids get a little loud, it goes without notice, and parents can relax, Miner adds.

Dallas-based Bostons Restaurant & Sports Bar (bostons.com), with 29 locations nationwide, recently launched a new kids program to enhance its dining environment and even reach young guests at home. Research has shown that children have the majority vote in where a family dines, so last summer we redesigned our kids offering

to become what we consider a best-in-class program, says Brad Bevill, vice president of marketing for Bostons. Weve created Kids Power Packs, which are collectible and feature the kids menu, various games, activities, col-oring pages, temporary tattoos, and a free mobile app with a sports-themed, 3-D Augmented Reality game.

At Davannis (davannis.com), based in Plymouth, Min-nesota, with its 22nd location opening this spring, every-thing on the menu is made to order, which helps placate picky kids. Kids meals include favorites such as pizza and pasta, but if a kid wants to customizeor order plain pasta with butterthe staff is willing to accommodate requests. When families come in, our employees are trained to give them a kids placemat, which encourages parents to take a photo of their kids eating at Davannis and share on social media, says marketing assistant Jacqui Dubois. The placemats also say, Thank Mom and Dad for coming to Davannis!

Bostons kid-friendly approach helps increase visits among families, but theres a take-home aspect to its efforts as well. Collectibles continue to be a driver, Bevill notes. We make different versions of our Power Packs that focus on different sports and different characters, and new

Bostons Restaurant & Sports Bar offers a top-notch kids program that reaches beyond its operations walls.

Weve found the secret to creating a successful family-friendly environment is balanceyou cant overcommit to one member of the family. Appealing to kids isnt enough. Parents get tired of kid-friendly places. Thats why family-friendly is our focus.

Tim Miner, Brixx Wood Fired Pizza

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games, new tattoos, and expanded features on our mobile app also keep them coming back. Also, our mobile app games require the kids to have the Power Packs physically present with them in order to play in the Augmented Reality modewhich drives a huge take-home percentage and puts our brand front and center inside our guests homes. When you combine that with the improved table experience, you drive frequency. Ultimately, while Bevill believes entertainmentsuch as offering coloring supplies at the tableis still an important part of enhancing kids experiences, it has shifted (and will continue to shift) to digital and mobile entertainment options.

Finally, pizzerias that successfully serve families ensure that staff mem-bers are sensitive to their needs. All team members at Bostons are trained to make each guest feel special, so servers ask kids questions (Whens your birthday? or Whats your favorite sport?), while kitchen staff might create a smiley face pepper-oni pizza. At Davannis, many man-agers on staff have kids, so theyre encouraged to think from the inside out, says marketing director Tim Huberty. We ask, What would you like to see? and they imple-ment it. Some stores off er balloons up front for kids; a window allows youngsters to watch the making of their pizzas; promotional items, including Frisbees, pens and pencils, and bibs allow kids to take a piece of Davannis home with them. For kids parties, staff members even give the guest of honor an apron that says Future Pizza Maker at Davannis.

MOM AND POPClearly, kids are an important part of the equation, but at Brixx, appealing to parents has been equally crucial for attracting families. From our 14 wines by the glass and 24 craft beers on tap to the incredible array of items

The Spot the Slice program at Davannis incorporates social media, email marketing and customer giveaways.

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we make fresh from scratch every day, we demonstrate to parents that we care about what they and their kids eat, Miner says. We want every member of the family to get a great, high-quality meal. And since many parents have kids with allergies, Brixx also off ers vegan and gluten-free items and makes it easy to obtain a list of allergens used in its menu items. at means parents can give their children a fun night out without fretting over food safety.

Even the layout of your restaurant can infl uence fami-lies decisions to dine. Bostons makes families a priority by truly separating its sports bar areas from the restaurant. Many families dont want to mix their dining experience with the sports fans who are enjoying the big game and a cold beer, says Bevill. Were able to leverage our lay-out to meet the needs of a family that wants a sit-down meal where they can engage in conversation, enjoy a wide variety of menu options, and catch a glimpse of the game if desired.

Engaging with families is another key to success. Davan-nis off ers a fun way for kids to get involved with the piz-zeria while making parents proud: the Kiddy Kup design contest. For three weeks, kids 10 and younger are invited to draw designs on their placemats, which then get hung in-store. e head offi ce collects the best one or two entries from all locations, selects four or fi ve fi nalists, and puts it to an online vote. e winning design is printed on the Kiddy Kups for the next year, and the artist gets a party at the pizzeria. Every relation of that kid will show up to the unveiling of the cup,

Huberty says. We have kids as young as two years old who enter, and the entries make the stores look fun.

Davannis also runs contests allowing real customers and their families the chance to be featured on its billboards. And its Spot the Slice program encourages customers to take photos with its mascot, which appears at sporting and community events, then email them to Davannis for a free personal-size pizza. Davannis posts the pics on Facebook, Twitter and Instagram, all while building its email database. Customers will go to Facebook, look for their pics and tag themselveswhich encourages their friends to like the pics as well, Dubois says.

Ultimately, most pizzerias are naturally family-friendly, with sharable meal options, great value and a low-key environment, but appealing to every family member helps ensure success with this key group. Weve found the secret to creating a successful family-friendly environ-ment is balanceyou cant overcommit to one member of the family, Miner says. Appealing to kids isnt enough. Parents get tired of kid-friendly places. ats why fam-ily-friendly is our focus.

Bevill agrees that while kids are important in the marketing picture, its crucial to appeal to everyoneinclud-ing moms and dads. Most important is the experience for the whole fam-ily, he says. If the kids are entertained and get a good meal, and the parents are able to eat in peace and know that their kids are getting a nutritious meal, everyone wins.Tracy Morin is PMQs senior copy editor.

The Kiddy Kup contest is a smash hit at Davannis, attracting both kids and proud parents to the pizzeria.

Chalkboard walls at Brixx Wood Fired Pizza invite little ones to get creative.

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FingerFoods_April15.indd 46 3/12/15 1:25 PM

LickinSomething something some-thing about gorgeous food shots reflected in the text later in the article vendi natur rerenis pratatecae si doluptaquiam quiatem eatquatectem rendebi tasperu ptatissim laut faci?

When you look at your appetizer menu, do you take pride in its wide array of house specialties that customers cant find at competing pizzerias? Or have you fallen into the trap of listing the same ol mozzarella sticks, French fries, calamari and onion rings that everyone offers?

If you find that your finger foods selection lacks creativity, fear notthere are easy ways to take these standards and jazz them up, often without adding significantly to your food costs. Follow these five suggestions to take your finger foods from ho-hum to must-have.

1 ENCOURAGE CUSTOMIZATION. Old Chicago Pizza and Taproom (oldchicagopizza.com), with nearly 100 locations nationwide, recently expanded its menu to include a range of Crispy

Boost the customer experienceand your bottom linewith these five tips for getting more creative with your finger foods. By Tracy Morin

FINGER

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Even traditional finger foods such as fried mushrooms can be jazzed up with the addition of specialty dipping sauces and seasonings.

Bonus Video Coverage: Test chef Brian Hernandez shares his recipe for Spinach Artichoke Bites on Cooking With PMQ.


FingerFoods_April15.indd 47 3/23/15 9:52 AM

Tavern Bitesprimed to pair perfectly with its wide selec-tion of beers, from light lagers to full-bodied stouts. e chain cross-utilizes ingredients to maximize profi ts and minimize waste. For example, Flavored Fries and Flavored Kettle Chips can be tossed with a selection of seasonings (Ranch, BBQ and Jamaican Jerk) and served with sauces (Creamy Buff alo, Beer Cheese, and Sour Cream With Roasted Garlic and Onions). Our Crispy Tavern Bites off er the opportunity to create distinctive fare with a craft component, explains Jason Murphy, brand manager for Old Chicago. Off ering a twist on the familiar delivers a full experience and enhances our beer selection with sharable, snackable options.

By jazzing up standards with add-ons such as sauces and rubs, Old Chicago gives customers more control over their experience through customization. We turn tradi-tional options into signature items with diff erent shakes, seasonings and dips, says Mike om, senior director of culinary for CraftWorks Restaurants & Breweries, which owns three restaurant brands, including Old Chicago. ese dont add much as far as food costs or complexity in the kitchen, but theyre more individualized for guests.

2 SEEK ETHNIC INSPIRATION.You may focus on Italian foods at your pizzeria, but its also helpful to look abroad for fi nger food inspiration. For example, the Italian Nachos appetizer is a best seller at Old Chicago, featuring housemade pasta chips topped with a cheese blend and pizza toppings like pepperoni,

served with marinara. Meanwhile, Sammys Woodfi red Pizza & Grill (sammyspizza.com), with 17 locations in California and Nevada, off ers up a world of fl avors on its globally inspired tapas menu: Italian (Parmesan Crusted Artichokes with creamy herb dressing); Asian (Wokd Sesame Shisito Peppers); and Mediterranean (Baba Gha-noush, served with herbed fl atbread for dipping).

Ethnic-inspired ideas help boost creativity without maxing out your budget. You can roll out your regular

Old Chicago Pizza and Taproom encourages bundling on its Tavern Bites menu by offering a price break with the purchase of a trio.

Starter SuccessNeed more inspiration for jazzing up your standard fi nger foods? Check out these inventive ideas from pizzerias across the country:

Pizza Pub (www.pizzapubashland.com) in Ashland, Wisconsin, takes a unique twist on traditional potato skins with its Taco Tatorsskins fi lled with taco meat and cheese, baked, then served with traditional taco fi xings (lettuce, tomato, onion, sour cream and salsa).

Pepperonis (eatpepperonis.com), with locations in Black Mountain and Asheville, North Carolina, satisfi es a sweet tooth with Funnel Cake Fries, topped with powdered sugar and served with icing. Meanwhile, its bone-in or boneless wings can be customized with both wet (Stupid Hot, Mild, Teri-yaki, BBQ, Bourbon, Garlic Parmesan) and dry rub (Kickin Chicken, Jerk, Rosemary Garlic, Mesquite and Lemon Pepper) fl avors.

With nine locations in Idaho and Utah, Smoky Mountain Pizza (smokymountainpizza.com) rethinks the typical fried cheese appetizer with Brie Kissesbrie cheese wrapped in puff pastry, baked and served with boysenberry-jalapeo jam. Crispy Chicken Thai Rolls combine seasoned chicken, snow peas, bean sprouts, red onions and red peppers (served with a spicy peanut dipping sauce), while Garlic Parmesan Fries feature a spicy sidekick: chipotle dipping sauce.

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dough thinly to wrap around pizza toppings and deep-fry it, egg roll-style, or skewer up chicken and bathe in an Indian-inspired spice mixture or yogurt-based marinade. Additionally, try a Mediterranean take on fried cheese (and garner a lot of customer attention) by offering saga-naki, a Greek cheese often set ablaze tableside. Or you can experiment with modern takes on Spanish-style tapas (try bacon-wrapped dates, or patatas bravas, fried potatoes served with tomato sauce or aioli). Ethnic foods are more widely accepted now, and offering these flavors in finger foods allow customers to try something new without a large financial commitment, Thom notes. Millennials especially are likely to try themand tell their friends.

3 DONT FEAR THE FLAVOR.Today, both kids and adults are more apt to try new flavors and ingredients, Thom believes. The fast-casual world really stretched the envelope on flavor with avant-garde dressings and ingredients, he notes. The days of kids wanting plain, bland food are going away, and their tastes are expanding. When Craftworks was testing new mac and cheese flavors, for example, market research found that kids preferred the more flavorful options.

And, while many young kids may still not gravitate toward overly spicy items, Millennials are keen to test their taste buds with the hottest recipes (literally). Time magazine proclaimed in 2014 that spicy was the most profitable new trend in food, pointing to fast-food chains like Subway cashing in on buzz-worthy ingredi-ents including chipotle and sriracha. If you dont offer anything that brings the heat, youre missing outkick it up a notch!

Best Ever Onion RingsProvided by the National Onion Association

3 large onions (about 9 to 11 oz. each), peeled and trimmed

1 c. flour1 tsp. paprika tsp. salt tsp. pepper1 c. nonalcoholic or regular beerVegetable oil

Cut onions crosswise into slices and pull apart into rings. (Refrigerate broken or end pieces for other uses.) Combine flour, paprika, salt and pepper in large bowl. Stir in beer, beating with a wire whisk until foam is gone.

Baked version: Toss onion rings in batter. Transfer to a plate, letting excess drip off as you transfer. Heat about 1 tbsp. oil in a 12 nonstick skillet over medium-high heat. Place about half the onion rings in a single layer in heated skillet. Cook until browned, turning once, about 1 minutes on each side. Repeat with remaining onions. Transfer to ungreased shallow baking pans or cookie sheets, arranging in single layer. Bake at 425 for 6 minutes or until crisp. Makes 6 servings.

Jazz it up! Add 2 tsp. each of dried thyme, chili powder and ground cumin to batter. After baking or frying, sprinkle rings with additional chili powder, ground cumin or bottled pepper blends, if desired. Serve with a choice of housemade dips, sauces or dressingsthink buttermilk ranch, chipotle barbe-cue, sriracha aioli or curry ketchup.

We turn traditional options into signature items with different shakes, seasonings and dips. These dont add much as far as food costs or complexity in the kitchen, but theyre more individualized for guests.Mike Thom, CraftWorks Restaurants & Breweries



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4 OFFER PACKAGE DEALS.Smaller portions with appealing price points allow customers to try a variety of your small bitesand you can also encourage bundling through smart pricing strat-egies or by off ering sampler platters. Individual tastes at one table can be so widespread, but when you off er smaller bites, people dont have to agree on one thing

to shareand the lower price points are a great check driver, Murphy says. We also encourage customers to pick three with a discount, taking them on a culinary adventure and allowing them to try new things.

You also may want to mix up your menu with health-ier options for customers minding their caloriesor at least options that customers perceive as healthier. Fried

Sammys Woodfi red Pizza & Grill offers a bevy of globally inspired fl avors on its tapas menu, including Mediterranean dips served with fl atbread.

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Sundried Tomato Deviled EggsProvided by Bella Sun Luci

6 eggs, hard-boiled and peeled c. mayonnaise (homemade preferred) c. goat cheese c. sundried tomatoes in olive oil, finely diced and drained 1 tbsp. chives, finely cut

Slice the eggs in half and reserve whites. Remove yolks. In a bowl, mix yolks, mayonnaise and goat cheese. Add salt and pepper to taste. Continue to mix contents until the desired texture is achieved. Add of the tomatoes and of the chives while continuing to mix. Place the mixture into a pastry piping bag with -diameter star tip. Pipe the filling into the egg whites. Sprinkle the filled eggs with the remaining tomatoes and chives. Makes 12 pieces.

Individual tastes at one table can be so widespread, but when you offer smaller bites, people dont have to agree on one thing to shareand the lower price points are a great check driver. We also encourage customers to pick three with a discount, taking them on a culinary adventure and allowing them to try new things.Jason Murphy, Old Chicago Pizza and Taproom

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snap peas, for example, have a fresh and flavorful per-ception, says Mike Shannon, director of marketing for Craftworks. But we also offer more hearty items, such as mozzarella-stuffed meatballs and crispy ravioli. You have to offer choices.

5 SPUR SAMPLING. After youve ramped up your menu of finger foods, dont forget to encourage trial among both employees and customers. Every employee in your pizzeriafrom servers and order takers to managersshould be able to offer suggestions based on their favorite finger foods, so make sure theyve sampled the menu and offer upsells to every customer. Just as the mega-chains do, if you offer online ordering, make sure a suggestion pops up before each order is finalized: Would you like to add X to your order? Or offer special deals on new sharable items to your loyalty club members or e-newsletter recipients, such as $1 off finger foods with the purchase of a pizza. Finally, make sure your presentation offers both eye appeal and practicality. Fun vessels, like buckets, baskets and paper liners, appeal to both kids and adults, Thom says. For this new categorybites, snacks and small platesits important to make the presentation interesting.

Tracy Morin is PMQs senior copy editor.

Wokd Sesame Shisito Peppers at Sammys Woodfired Pizza & Grill tap Asian inspiration for a unique finger food experience.

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artofboxmarketing-v2.indd 54 3/12/15 1:24 PM

Can you name the only marketing piece in the world that gets hand-delivered to a customers home and actually makes them jump off the couch in excitement when it arrives? If you guessed a pizza box, youre right. So how are you taking advan-tage of this unusual opportunity to market to your customers where they live? How does your pizza box grab customers attention and encourage them to take action?

Your pizzeria undoubtedly delivers hundreds of pizza boxes each week to a captive audience. If youre missing the mark when it comes to communicating a mar-

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