Choosing The Right Toppings For Your Pizza: Developed and Published by

A PizzaMarketplace.
com Guide
Choosing the Right Toppings for Your Pizza

Version 3.0
Developed and Published By
INSIDE: Your complete guide to
pizza toppings trends, tastes,
cost, usage and marketing.
SPONSORED BY
Contents
A PizzaMarketplace.com Guide | CHOOSING THE RIGHT TOPPINGS FOR YOUR PIZZA
PizzaMarketplace is the world’s first and only Chapter 1: Trends | Are “gourmet” toppings cutting-edge or simply the past reborn? PAGE 4
Web site devoted to publishing fresh, original
Chapter 2: Meats | Sales show they’re still the top toppings. PAGE 8
news and in-depth articles centered on the
pizza industry. Launched in November 2001, Chapter 3: Vegetables and Fruits | Good tasting and good for you. PAGE 12
the Web site has quickly become a leader
Chapter 4: Seafood | Tastes of the sea are gaining popularity. PAGE 15
in electronic publishing for the foodservice
industry. Its content, which is updated every Chapter 5: Safe Handling | Temperature and sanitation are as important as taste. PAGE 18
business day, is free to site visitors and read
by industry professionals worldwide.
Chapter 6: Cost and Use Analysis | A little math makes a difference in toppings profits. PAGE 20
Chapter 7: Marketing | How you sell them is just as important as what you sell. PAGE 24
Published by NetWorld Alliance Chapter 8: Healthful Pizza | New doughs and toppings combos make pizza more healthful
© 2005 www.networldalliance.com than ever. PAGE 27
Written by Steve Coomes, editor, PizzaMarketplace.com Chapter 9: Multitasking Toppings | Develop new salads, appetizers and entrees from the toppings
on hand. PAGE 30
Chapter 10: Breakfast Pizza | A menu item whose day is dawning. PAGE 33
Appendix A | Related stories from PizzaMarketplace.com PAGE 35
Appendix B | Vendor listing PAGE 45
Burke manufactures and markets fully cooked meat products to be used as ingredients in
other people’s products, restaurants and foodservice establishments. Burke also manufac-
tures frozen entrees and appetizers to consumers. Product lines range from traditional pizza
meat toppings to meatballs, Mexican meat fillings, and breakfast meats.
This document sponsored by:

Burke Corporation, Liz Hertz, marketing manager, www.burkecorp.com
Welcome
A PizzaMarketplace.com Guide | CHOOSING THE RIGHT TOPPINGS FOR YOUR PIZZA
“
Welcome to the revised version of the Choosing the Right Top-
pings for Your Pizza guide. At PizzaMarketplace.com, we con- Yes, toppings exist
stantly strive to provide readers with the most accurate to add taste,
and up-to-date information; therefore, we revisit our special publi-
cations annually to make sure they continue to provide but you can’t take that taste
the highest possible level of value. to the bank unless you know
In here, you will find several bits of evidence concerning this
dedication to you, the reader:
how to use and sell
”
• An updated list of suppliers.
them effectively.
• Fresh, related articles from PizzaMarketplace.com.
• Various updates and amplifications throughout the guide. This guide also is a tool for the business side of pizza. For
example, Chapter 6 provides simple, mathematical instructions
Toppings make the taste on standardizing toppings amounts for every size of pizza, while
All you need for good pizza is dough, sauce and cheese. Chapter 7 provides tips and techniques for persuasive upselling.
Chapter 1 describes the USDA’s specifications for different meats
But to make it great, you need all of the above, plus toppings.
and their makeup, while Chapter 5 covers safe food handling.
Unlike the past, when pepperoni, sausage, mushroom and
Yes, toppings exist to add taste, but you can’t take that taste to
green pepper were the only choices, today smoked oysters,
the bank unless you know how to use and sell them effectively.
roasted peppers, artichoke hearts, melon and wild game wind up
Bottom line: This guide is an information tool for operators. It
on top of pizzas.
tracks today’s toppings trends and examines their history. It
Franchising grew the pizza industry, and delivery made it details the ingredients of authentic Italian sausage and discusses
unique. But the trail of pizza’s evolution from comfort food to whether fully cooked or raw toppings are best in your operation.
center-of-the-plate item is marked clearly by the development of In essence, it provides the same things toppings provide to your
new and unique toppings. One reason PizzaMarketplace devoted customers: options, which lead to decisions.
nearly 12,000 words to this topic is to showcase those changes.
PizzaMarketplace would like to thank Burke Corp., a toppings
True, while most customers still cling to the tried-and-true choices
manufacturer in Nevada, Iowa, which sponsored this guide. The
of old, operators are demonstrating that, when offered variety,
company’s generosity brings this guide to you at no cost.
customers will try something new. Unique toppings, operators
told us, generate a buzz both in customers’ mouths and in their Steve Coomes, Senior Editor
conversations. In other words, give them something tasty, and
they’ll talk about it.
A PizzaMarketplace.com Guide | CHOOSING THE RIGHT TOPPINGS FOR YOUR PIZZA | Sponsored by BURKE 3
Chapter 1
TRENDS | Are “gourmet” toppings cutting-edge or simply the past reborn?
W
hen Israel’s King Solomon wrote his “been there, done pizza, which is a hit with his neighborhood’s Korean contingent.
that” memoirs 2,800 years ago, he was right: There is The Peanut Butter and Pepperoni pizza served at John’s Incred-
nothing new under the sun. ible Pizza Co. in Bakersfield, Calif., definitely catches customers
Though modern folk know the king truly hadn’t seen it all — off guard — and then hooks them for life, its owners say. And after
he never drove a car, surfed the Web or speed-dialed a cell phone nearly 30 years, Wolfgang Puck continues to roll out high-dol-
(and with 700 wives and 300 concubines, he could have used lar pies at Spago, where he spoils Hollywood friends like Molly
several) — he recognized an indefatigable pattern of Ringwald, who loves pizza topped with smoked salmon and piles
life: repetition. of caviar.
Some call this a sign of true trendsetting in the pizza
“
industry, while more conservative observers view it as
What has been will be again, a sign of the apocalypse brought on by lunatic-fringe
pizzaiolos. However you look at it, the bottom line is this:
what has been done will be done While pizza eaters occasionally are trying new things,
they are, by and large, sticking to their old favorites.
again; there is nothing new under the
California creations
sun. Is there anything of which one
“People used to ask me if there’s anything you can’t put
can say, ‘Look! This is something on pizza,” said Ed LaDou, owner and operator of Caioti Piz-
za Café in Studio City, Calif. “My only answer is, ‘Anything
new’? It was here already, long ago; that doesn’t taste good.’ If the toppings are fresh and the
”
it was here before our time. base is fresh, then it’s left up to subjective tastes. What
some find horrible, others will find fantastic.”
Barbecue Chicken Pizza
Photo courtesy of California Pizza Kitchen
— The Book of Ecclesiastes 1: 9-10 If fans of the basics — cheese, pepperoni, sausage and
mushroom — don’t find barbecue chicken, seafood, lamb and chili
pepper toppings appetizing, then blame LaDou. By and large, he
The pizza industry knows it well, too. The first-ever delivered started the “gourmet” pizza topping movement around 1980, while
pizza, the 125-year-old Pizza Margherita (tomato, buffalo mozza- cooking at Prego in San Francisco.
rella and basil) is fashionable again. Even patrons of “pile it high”
His flair with toppings was evident in his use of prosciutto and
pizza shops are enjoying its less-is-more austerity.
goat cheese, and his boss encouraged him to create experimental
For nearly a half century, pepperoni and sausage have been pizzas to give to patrons waiting for tables in the restaurant’s bar.
the favorite toppings in America, and most pizza makers will tell On one evening LaDou sent a pizza brushed with mustard, ricotta
you they’re not about to lose their rankings. In Australia, however, cheese, pate de foie gras and roasted red pepper out to the bar,
pineapple and ham are the favorites, followed by peppers and where Prego regulars Wolfgang Puck and then-girlfriend Barbara
then pepperoni. Lazaroff waited for a table.
On the unique end of the toppings spectrum come flavors like A few months later, Puck asked LaDou to become the pizza
one Brooklyn, N.Y., operator’s kim chee (fermented cabbage) chef at his soon-to-be opened Hollywood restaurant, Spago. Not
Chapter 1
a pizzaiolo himself, Puck wanted his far-out pizza ideas brought created for a vegetarian pizza contest, said owner Tony Palom-
to life, and LaDou was happy to make his vision a reality. Puck’s bino, but it wound up such a strong seller at his two stores that it’s
throw-tradition-to-the-wind spirit inspired LaDou to use ingredi- a long-standing favorite on his gourmet menu.
ents such as duck sausage and shrimp. “It’s got a rustic flavor profile that people aren’t expecting,”
“That’s where I really unfurled my sails,” said LaDou, harkening said Palombino. “We get a lot of people to try it because potatoes
back to 1981. His assignment was simple: create pizzas using a aren’t ‘weird.’ People know them, so they’ll give it a chance.”
broad range of international ingredients. Australians like veggies on their pizzas, too, but not ones many
“Wolfgang brought in the most amazing things to cook with, like would expect. A best seller in the resort town of Hamilton
scallops with roe, baby zucchini flowers ... It was like being an artist Island is topped with diced pumpkin and zucchini set
who’d worked with 10 colors all his life and then got to use 300.” atop a sauce of tomato chutney. At Eagle Boys Pizza in
Brisbane, Queensland, the Great Australian Bite starts
Hoping to open his own restaurant, LaDou left Spago in 1984 off ordinary enough with bacon and onion, but it’s
with some 225 pizza recipes. Successful stints in catering and finished with a few beaten raw eggs that cook as it
consulting led him to work with Larry Flax and Rick Rosenfield in creeps through the conveyor oven.
1985. The two lawyers wanted to start their own pizza company,
but lacked the experience to operate it. The pair hired LaDou “Aussies love eggs on pizza, which is something
to develop the menu for what became the first California Pizza Americans probably haven’t seen before,” said
Eagle Boys founder and managing director Tom
Kitchen. On it was the now-famous Barbecue Chicken Pizza (bar-
Potter. “It’s not like breakfast pizza, either. You have
becue sauce, smoked Gouda, mozzarella, chicken, red onions and
to try it to understand it.”
cilantro), the company’s most popular pie.
Mark Gold, owner of Milwaukee’s Pizza Shuttle has
“California Pizza Kitchen made (gourmet toppings) available
worked multiple international influences into his pizzas,
to the masses,” said LaDou, who left CPK in 1987 to open Caioti.
including the Thai Curry Pizza (mozzarella, grilled chicken or Photo courtesy of Burke Corporation
“And the greatest proof of that is Barbecued Chicken Pizza. Put- breaded eggplant, curry, garlic potatoes, red onions and toma-
ting it on a pizza told everyone that this is ‘volkspizza,’ pizza for the toes) and the Tomato Chutney Pizza (mozzarella, red onions and
masses.” Asiago cheese, breaded eggplant or grilled chicken).
Some like it different A desire to be different led Paul Conner to create a Greek Gyro
Pizza for his Dubuque, Iowa, operation, Choo Choo Charlie’s. Arriv-
“Fifteen years ago, we couldn’t give away green pizza,” ac- ing at the desired end for the Peloponnesian pie took some effort,
cording to Howard Olivier, owner of Flying Pie Pizzaria in Boise, he said.
Idaho. “But now you can find pesto or spinach on pizza just about
anywhere.” “I tried to make it with a red sauce, but that didn’t work at all,”
said Conner, who uses Burke’s Gyro-style beef topping on the
Vegetable toppings today mean much more than olives, green pizza. “I needed a special sauce base to carry the Greek flavor
peppers and onions, they include artichoke hearts, potatoes, hot through, and I found a pre-made classic white pizza sauce with
peppers, eggplant — even dill pickles and sauerkraut. oregano. I tried it, and it was dead on. The flavor of oregano in the
The “Polotate” pizza at Tony Boombozz in Louisville, Ky., was sauce really matched well with the gyro topping.”
Chapter 1
“
for jalapeno-topped pies. To turn Latino customers into DoubleDave’s loyalists, Thorp believes the company
I’ve read that the Hispanic needs to devise products to meet their desires.
population overtook the African- “I’ve read that the Hispanic population overtook the African-American population in the U.S. in 2002, and
that over the next 20 years, Hispanics could become 25 percent of the entire U.S. population,” said Thorp. “To
American population in the U.S. me, that’s a significant trend that can’t be ignored.”
in 2002, and that over the next 20
years, Hispanics could become 25
TACO PIZZA
percent of the entire U.S. population.
Ingredients 12” Pizza 14”-16” Pizza Procedure
To me, that’s a significant trend
TACO PIZZA SAUCE:
”
that can’t be ignored.
Refried beans 1/4 cup / 2 oz. 1/3 cup / 3 oz. Mix refried beans, taco sauce, and
— Chuck Thorp, CEO, (packed) (packed) pizza sauce together in small bowl.
Taco sauce, mild, bottled 2/3 cup / 5 oz. 1 cup / 8 oz.
DoubleDave’s Pizzaworks, Austin, Texas
Pizza sauce, canned or Place crust on pizza pan and top with
Conner said one of the things he liked most about the gyro top- restaurant’s recipe 2/3 cup / 5 oz. 1 cup / 8 oz. pizza sauce, spreading evenly over
ping was its natural look. pizza surface.
Pizza crust 1 each / 12 oz. 1 each / 1 lb.
“It comes in random pieces,” he said. “It doesn’t look machine
made, in fact some of the pieces look like they are cut from the Tezzata® Beef Mexican 2 cups / 8 oz. 3 cups / 12 oz. Spread meat and mozzarella cheese
gyro cone. They have that little twist to them.” Meat (3395) evenly over crust. Place in preheated
425 F pizza oven. Bake 17-20 minutes
The Greek Gyro Pizza includes the white sauce base, mozza- Mozzarella cheese, 1 1/2 cups / 6 oz. 2 1/4 cups / 9 oz. or until pizza is golden on the edges
rella cheese, gyro topping and diced red onions. After it’s baked, finely shredded and crisp underneath. Let pizza cool
Conner garnishes it with a traditional tzatziki sauce (yogurt, 2-3 minutes. Cut into slices; then
cucumber, garlic and mint), diced Roma tomatoes and red onion, Tomatoes, diced 1 cup / 5 oz. 1 1/2 cups / 8 oz. sprinkle with lettuce, tomatoes,
olives and cheddar cheese in layers
plus chopped lettuce. “The lettuce isn’t true to a Greek gyro, but a
to create a “taco” appearance.
Greek restaurant here in my market puts lettuce on their gyros, so Lettuce, chopped 2 cups / 2.5 oz. 3 cups / 4 oz.
we do it, too,” said Conner. “The point is that it tastes really good, To prevent sogginess add chips
and it’s different. I do pizzas like these to stand out from the ‘Big Black olives, sliced 1/4 cup / 1 oz. 1/3 cup / 1 1/2 oz. immediately before eating. Garnish
Boys.’ “ with more tomatoes and olives
Note: Quantities and cooking times may differ from the above, as desired.
In Austin, Texas, a growing number of patrons of DoubleDave’s depending on variations in ingredients and ovens.
Pizzaworks like their pizza hot — spicy hot, to be precise.
According to the 37-store chain’s CEO, Chuck Thorp, the area’s For spicier pizza, use medium or hot taco sauce.
Recipe provided courtesy of Burke Corporation, Nevada, Iowa
growing number of Mexican immigrants is helping drive demand
Chapter 1
Thorp also believes companies who want Hispanic customers wich made of spicy, roasted minced lamb; and an andouille topping that mirrors the flavor and texture of the
must serve them products with bold flavors. Case in point: Taco smoky classic Cajun sausage.
Pizza. “Both are traditional flavor profiles that are pretty well recognized,” Hertz said. “As pizza toppings, though,
Missing the taste target, Thorp warned, will increase the they can be used in a new way.”
chance Latin American foodservice companies, now expanding to Wayne Mosley, franchisee of 12 Rocky Rocco Pan-Style Pizza units in Madison, Wis., uses the Cajun sau-
the U.S., will capture the hearts of Hispanic immigrants first. “The sage on the chain’s Triple Sausage Spectacular. The pie combines a traditional Italian sausage, a hot-and-
opportunity’s there for them, no question about it.” spicy Italian sausage and bias-sliced coins of the Burke Cajun sausage.
Liz Hertz, marketing manager at Nevada, Iowa-based Burke
“The flavor profile is excellent, and between those three sausages, it’s a really nice variety,” said Mosley. “We
Corp., said the toppings company is selling a lot of fully cooked
run four special pizza promotions a year, and that was the second of the year when we put it on. So far, we can’t
and seasoned “taco meat” to pizzerias.
get it off the menu. Management said the numbers are really strong, so stay with it. It’s become a very popular item.”
“It’s different and it’s convenient because it’s fully cooked,”
Mosley got the idea for using the Cajun sausage when visiting another pizza chain. “When I tasted it, I
Hertz said. “Just about every other ingredient for it is already used
thought, ‘Someday, I’m going to find a way to use that.’ So we went out looking to get a multi-sausage pizza,
by most pizza places. It makes sense to extend your menu if it’s
and the andouille fit in beautifully.”
that easy.”
Mark Malsam, operations director for 43-unit Blackjack Pizza
in Westminster, Colo., recently added two new pizzas designed
to suit low-carb dieters: the Chicken Mediterranean (olive oil,
chicken, tomatoes, black and green olives, feta and mozzarella);
and the Chicken and Green Chile pie (Green chile sauce, green
chiles, black olives, red onions, tomatoes, chicken, mozzarella and
cheddar). The Green Chile also comes with a small package of
501-brand medium-hot sauce for some added sting.
“We knew we were coming in on the heels of the low-carb
craze, so we wanted to do something that differentiated us,”
said Malsam. “Across the board, all our franchisees have been
surprised how many of these sold right out of the gate. I know our
food supplier had a hard time catching up.”
Hertz said new toppings do stimulate new sales, but in the end,
the tried-and-true flavors, like rock-and-roll classics, remain the
most popular with customers.
“People do have more sophisticated tastes than ever, but
they’re also still looking for the old standbys,” Hertz said. “Opera-
tors need to fulfill both roles.”
Two new Burke toppings bridge the gap between daring and
“done that”: a gyro topping based on the classic Greek pita sand-
Chapter 2
MEATS | Sales show they’re still the top toppings.
W
from East Coast cities heavily populated with Italian immigrants to
hen operators are asked what toppings sell the best, Midwestern cities where it had never been served before. Near
meat toppings are it. those cities were vast herds of livestock, and within them were
No official industry survey is available to prove it, but ask any slaughterhouses and food production plants churning out vast
operator which single topping customers crave continually, and quantities of meat.
pepperoni is always the answer. According to its Web site, Pizza As best as anyone can tell, such abundance eventually inspired
Hut alone uses more than 700 million pounds of it annually. If a pizza maker somewhere to think, “I’ll bet this (fill in the blank)
placed side by side, the savory slices would stretch around the would taste good on a pie.”
world twice and extend to the moon.
In the decades since, pork sausage, ground beef and pepperoni
Though the birthplace of pizza as we know it is credited to Italy, have become the standards for pizza toppings. Excluding the
meat toppings, according to Evelyne Slomon, are America’s con- popular mushroom, demand for most all other
tribution. Slomon’s doctoral thesis centered on the history of pizza toppings is profoundly smaller.
and eventually became a seminal work on the humble pie, titled,
“Pepperoni, sausage and mushrooms,” wrote
“The Pizza Book.”
Steve Wollmershauser, owner of Antonio’s Pizza
“
in San Antonio, in an e-mail asking for the most
We’re kind of known popular toppings at his place. But that doesn’t
mean he’s not serving more adventurous meat
for the amount of toppings we toppings. Along with Antonio’s Taco Pizza (taco
meat is seasoned heavily with cumin and chili
pile on here. We put our toppings powder), he offers gyro (pronounced “eeyro”),
above the cheese and below it. a Greek favorite made from heavily seasoned
minced lamb that’s roasted on a spit and sliced
”
There’s just a lot on there. off in strips.
— Gary King, general manager, Over the past decade, chicken toppings have
Shotgun Dan’s, Sherwood, Ark. taken flight as well. At DoubleDave’s Pizzaworks Photo courtesy of Tony Boombozz Pizzeria
in Austin, Texas, barbecue chicken pizza is a
strong seller, and garlic chicken strips sell well on pies at Shotgun
“You look at wherever pizza is, and what’s on it is what the
Dan’s in Sherwood, Ark. But as the three-store company’s general
people there eat most,” said Slomon, who is at work on a second
manager points out, winged toppings will never fly like those made
edition of the book. “Italians aren’t the meat-eaters we are here
of beef and pork.
in the U.S., so you see pretty simple toppings there: basil, good
cheese, some seafood, and occasionally a little meat.” “We’re kind of known for the amount of toppings we pile on
here,” said Gary King, Shotgun Dan’s G.M. “We put our toppings
Slomon said she can’t pinpoint exactly when pepperoni first ap-
peared on pizza, but believes it was sometime between 1930 and above the cheese and below it. There’s just a lot on there.”
1950. During that time pizza’s popularity began a westward crawl The Federal Hill pizza sold at Ronzio Pizza in Lincoln, R.I., gets
Chapter 2
a heaping helping of bias-cut Italian sausage links. According to Cost controls

owner Julian Angelone, the sliced links reflect the Italian res-
And by adding extenders, such as soy-protein products, topping
taurant heritage of the Providence neighborhood after which the
costs can further be reduced.
pizza is named.
According to Burke vice president of research and develop-
“Our other sausage comes in pretty good-size chunks, but (the
ment, Dr. Casey Frye, three basic extenders are used in pizza top-
bias-cut links) are something we think adults here like,” Angelone pings: soy flour (about 50 percent protein); soy concentrate (about
said. “It’s sort of traditional.” 65 percent protein); and soy isolate (about 90 percent protein).
While sausage has reigned as the most favored pork topping, The trick in using extenders, Frye said, is to replicate the
Sugardale Foods’ Director of Foodservice Sales Mark Slaughter meat texture as closely as possible without adding too much
said bacon has become the fastest-growing meat topping cate- soy flavor.
gory in the past 10 years. The Massillon, Ohio, company produces
“
fully cooked toppings, such as diced bacon. “We cut it so it looks
like somebody fried it up in the back room and chopped it up with The operator has hundreds
a knife; it’s got a natural look to it, not a cookie-cutter look.”
of options when it comes to
Get what you want toppings. Especially with
Choice and customization of fully cooked meat toppings, said
Liz Hertz, marketing manager for Nevada, Iowa-based Burke something like sausage …
Corp., has changed the industry significantly over the past 25
years. What began as a move toward convenience has become
flavor, shape, size, color, look,
”
an opportunity for operators to ensure consistency and “dial in” you name it, it’s done today.
their exact taste, texture, color and performance preferences. No
longer are manufactured meat toppings “one-size fits all.” — Liz Hertz, marketing manager,
“The operator has hundreds of options when it comes to top- Burke Corp., Nevada, Iowa.
pings,” said Hertz. “Especially with something like sausage …
flavor, shape, size, color, look, you name it, it’s done today.”
“They really do drive down costs,” said Frye, adding that a large
Indeed, the company’s sausage, pork, and beef toppings line number of Burke customers request extenders. “Extenders also
alone provides a dizzying array of flavors and textures. The allow for the addition of water, which helps moisture retention.
company also offers pepperoni, meatballs, Canadian-style bacon, And if you reduce that loss, you get a greater
salami, chicken strips, beef strips, Mexican-style meats, and the cooked yield.”
list goes on. Taking time to understand extenders will help operators in both
“You can’t come to a toppings company any longer and just say purchasing and naming their toppings. The USDA’s standards of
you want the Italian sausage,” said Hertz. “When selecting fully identity define products such as sausage, and strict adherence
cooked toppings, operators need to think about what flavor profile to ingredients guidelines is mandatory (see related “Standards of
and product characteristics best suit their needs.” Identity” table on the next page).
Chapter 2
For example, aside from approved seasonings and water, Italian

sausage is an all-meat product. Once an extender is added, the STANDARDS OF IDENTITY FOR TOPPINGS
product would be called “cooked Italian-style pork topping.” Even *Information about flavorings was added to some descriptions, though USDA standards were not altered.
if only the meat-to-fat ratio is altered, it may no longer be called BACON: The term “bacon” is used to describe the cured der butts cured and then cooked. The curing process
Italian sausage. belly of a swine carcass. If meat from other portions of may be dry curing, immersion curing or pump curing.
the carcass is used, the product name must be qualified The cured product is coated with spices and paprika
The confusion of naming conventions goes beyond sausage. to identify the portions, e.g., “Pork Shoulder Bacon.” before cooking. This product shall always be labeled
According to Hertz, one of the pizza industry’s most misused top- BARBECUED MEATS: Barbecued meats, such as product
with “Cooked” as part of the product name.
ping terms is Canadian-style bacon. By the USDA’s rules, Cana- labeled “Beef Barbecue” or “Barbecued Pork,” shall be CHORIZO: The product name “chorizo” can be used
dian-style bacon must be made from trimmed boneless pork loin cooked by the direct action of dry heat resulting from for any type of chorizo sausage that is cooked, dry,
only. If any other cut of meat is used, it must be declared, such as the burning of hard wood or the hot coals therefrom for semi-dry, cured and fresh without further product name
a sufficient period to assume the usual characteristics qualification. Other requirements for various types of
Canadian-style bacon made with/from sirloin hips. of a barbecued article, which include the formation of a chorizo apply, including the sausage standard. It is sea-
brown crust on the surface and the rendering of surface soned with Spanish pimento and red pepper. Partially
To add to the misunderstanding, said Hertz, a product called
fat. The product may be basted with a sauce during defatted pork fatty tissue is acceptable in Chorizo.
ham shank roll is also often billed on menus as Canadian bacon. the cooking process. The weight of barbecued meat
EXTENDERS/BINDERS/SOY PROTEIN PRODUCTS:
shall not exceed 70 percent of the weight of the fresh
“A good way to tell whether it’s the real thing is to see what uncooked meat.
Whenever extenders such as soy flour, defatted soy
they’re charging for their pizzas,” she said. “Real Canadian-style grits, soy protein concentrate, isolated soy protein, and
CANADIAN-STYLE BACON (Made in USA): Canadian-style similar products are used as ingredients in meat and
bacon is a premium product in both quality and cost; alternatives bacon is made from a trimmed boneless pork loin. The poultry products, they must be called by their common
are typically cheaper.” tenderloin and the flesh overlying the blade bone are or usual name (e.g., soy flour, soy protein isolate, etc.)
excluded. The surface fat (and false lean when neces- According to the classification or standard for these
sary) shall be trimmed. A sweet curing ingredient, such items, soy flour is considered to have approximately
as sugar, may be used. 50 percent protein; soy protein concentrate contains a
minimum of 65 percent protein moisture-free basis; and
CANADIAN-STYLE BACON made with/from pork sirloin
soy protein isolate contains a minimum of 90 percent
hips: The sirloin is obtained by removing a short sec-
protein moisture-free basis.
tion of the pork loin immediately in front of the hip or
pelvic bone. The sirloin hip is obtained by removing the Two percent isolated soy protein is equivalent to 3.5
half of the sirloin, which comprises the posterior end of percent binders. If soy extenders products are textured,
the pork loin. The tenderloin is not included. then “textured” should also be included in the name.
Use of the term “textured vegetable protein” (TVP) is ac-
The labeling for these Canadian-style bacon products
ceptable when the textured soy products are mixed with
must bear a qualifying statement, adjacent to the prod-
spices, colorings, enrichments, etc., and the ingredi-
uct name, clarifying that pork sirloin hips are included
ents of the TVP are listed parenthetically.
or that the product is made entirely from pork sirloin
hips, e.g., “Canadian-style bacon — Includes Pork Sir- “Vegetable Protein Product” (VPP) is an acceptable dec-
loin Hips” or “Canadian Style Bacon—Made from Pork laration for a soy product fortified in accordance with
Sirloin Hips.” Food and Nutrition Service regulations. The ingredients
of the VPP must be listed parenthetically, however.
A sweet curing ingredient, such as sugar, may be used.
One other extender commonly used in low-cost ham
HAM SHANK ROLL: A lower-cost alternative to Canadian-
products is carrageenan, which is made from seaweed.
style bacon using ham shank muscles.
HAM: Fresh ham that has been cured and may be either
CAPACCOLLO, cooked: (Capicola, Capocolla, Capacola,
smoked or unsmoked.
Capicollo, Cappicola, Capacolo): Boneless pork shoul-
continued on next page
Chapter 2
STANDARDS OF IDENTITY FOR TOPPINGS continued from page 10

*Information about flavorings was added to some descriptions, though USDA standards were not altered.
PARMA HAM/PROSCIUTTO DI PARMA: Ham, when labeled “Parma Ham” and/or about 80 percent finely chopped pork, to which a small amount of pork fat may
“Prosciutto di Parma,” would have to be produced in the region of Parma, Italy, be added. Nonfat dry milk can comprise 3 1/2 percent of the finished product.
in accordance with Italian Law, which defines the denomination of origin, the The remainder consists of chopped beef, seasoning, salt, and curing agent.
territorial limits of production, characteristics of the product, and the method of
SAUSAGE, FRESH: Made of fresh, uncured meat, generally cuts of fresh pork,
manufacture.
and sometimes beef. Its taste, texture, tenderness, and color are related to
MEATBALLS: Uncooked or cooked pork, beef, veal, and lamb, and other ingredi- the ratio of fat to lean. Trimmings from primal cuts, e.g., pork, loin, ham, and
ents in a ball form. shoulders are often used.
1. Product must contain at least 65 percent meat. Typically seasoned with black pepper, sage, sometimes red pepper for spicier
preferences, and occasionally ginger. Dextrose is also added to assist brown-
2. Binders and extenders are limited to 12 percent of the total product (6.8
ing.
percent of isolated soy protein is considered the equivalent to 12 percent
of the other binders or extenders). The permitted binders and extenders SAUSAGE, ITALIAN: Italian sausage products are cured or uncured sausages
include, but are not limited to, cereal, breadcrumbs, cracker meal, soy flour, containing at least 85 percent meat, or combination of meat (beef, veal and/or
soy protein concentrate, isolated soy protein and TVP. pork) and fat, with the total fat content constituting not more than 35 percent of
the finished product. Such products shall contain salt, black pepper, and either
Seasonings vary widely, but commonly include herbs, garlic, onions and pep-
fennel or anise, or a combination of fennel and anise. May contain any or all of
per.
the following optional ingredients: spices (including paprika) and flavorings,
GROUND BEEF: Beef of skeletal origin used in the preparation of chopped beef, water or ice, red or green peppers, dehydrated or fresh onions, garlic, parsley,
ground beef or hamburger. Heart meat and tongue meat as organ meats are not sugar, dextrose, corn syrup, corn syrup solids, and glucose syrup, monosodium
acceptable ingredients in chopped beef, ground beef, or hamburger. glutamate and antioxidants.
May not contain added fat. Maximum total fat is 30 percent. According to Frye, one quick way to determine how an Italian sausage may taste
No level of seasoning or extension is allowed in ground beef. is by looking at its color. If it’s greenish-gray, it’s typically sweet and seasoned
with anise and fennel. If it’s largely brown, the predominant seasonings will be
PEPPERONI: A dry sausage prepared from pork or pork and beef. Combinations pepper and garlic. If it bears a red tint, it is likely seasoned with paprika and
containing more than 55 percent beef are called beef and pork pepperoni. Pep- possibly red pepper, and garlic.
peroni made with beef must be called beef pepperoni. Extenders and binders
are not permitted in pepperoni. Hearts, tongues, and other byproducts are not PORK SAUSAGE: Product identified as pork sausage does not include the use
acceptable ingredients. of pork cheeks. When such an item is offered as “Whole Hog,” tongues, hearts,
and cheeks may be used in the natural proportion as found in the hog carcass.
Typically seasoned with black, red pepper, garlic and paprika (the seasoning “Fresh” shall be used in the name when the product is not cured, cooked and/
which gives it its rich, red and recognizable color). or smoked. Can contain no more than 50 percent fat.
PEPPERONI WITH POULTRY: Poultry may be added to pepperoni if properly SAUSAGE, WHOLE HOG: Prepared with fresh and/or frozen meat from swine.
labeled. If the meat block contains 20 percent or less poultry, the product is The finished product shall not contain more than 50 percent fat. To facilitate
labeled “Pepperoni with Turkey (kind) Added.” When poultry over 20 percent of chopping or mixing, water or ice may be used in an amount not to exceed 3
the meat and poultry block product is labeled “Pork and Turkey.” percent of the total ingredients used.
SALAMI, BEEF: A cooked, smoked sausage, usually mildly flavored, in a large *Sources: USDA Food Standards and Labeling Policy Book, Burke Corporation, “Food Lover’s Companion,” Second Edition, by Sharon
Tyler Herbst, “Meat Processing News,” Kansas State University Agricultural Experiment Station and Cooperative Extension Service
casing, containing coarsely ground beef. Cereals and extenders are permitted.
May contain fat. Product does not have to be labeled cooked.
SALAMI, ITALIAN: A dry salami is usually prepared in the San Francisco area and
is easily distinguished by its covering of a white mold. This salami consists of
Chapter 3
VEGETABLES AND FRUITS | Good tasting and good for you.
W Ship it or shape it?

hile orders for vegetable toppings pale in comparison
to those for meat, no wise operator would post a pizza
While the variety of manufactured veggie toppings available
menu bereft of green peppers, mushrooms, onions,
is increasing, it appears fresh vegetable toppings are used most
olives or tomatoes. Veggies not only add unique textures to pizzas,
often. Operators said they typically have fresh veggies in house
they also provide a savory-sweet edge that complements the
for other items, such as salads, and find it easiest to draw from
mounds of meat pizza lovers love.
that same inventory to make their toppings.
Vegetable toppings also are proving profitable. Trend-savvy ops
One drawback to using fresh, operators
recognize the growing popularity of spinach, broccoli, artichoke
point out, is the labor involved in preparing
hearts, eggplant, roasted red peppers, jalapeños and potatoes as
vegetables. Spinach needs washing, peppers
low-cost, high-margin ways to offer customers something unique.
and mushrooms require slicing or dicing, and
“We sell a lot of fresh spinach, arugula and celeriac, which eggplant — depending on each operator’s pref-
we julienne,” said David Yudkin, co-owner of three-store Hot Lips erence — is peeled and salted or breaded. With
Pizza in Portland, Ore. “With asparagus, we roast it and then put it every pass of the knife comes a tick of the clock,
on top of the pizza. With broccoli, we sauté it first.” which pushes labor costs upward. The waste
At Flying Pie Pizzaria in Boise, Idaho, a wide range of veggies factor connected to fresh preparation can drive
make it onto the New York-style pies on Gourmet Night, held food cost up as well.
every Tuesday. As one might expect of an Idaho pizza restaurant, Mark Gold, co-owner of the Pizza Shuttle
potatoes frequently get the call, but locals there still crave their in Milwaukee, Wis., addresses food and labor
“greens.” costs equally by buying prepared veggie top-
“On Gourmet Night, the people who work in the kitchen have pings stored in jars or frozen. Despite paying a
to come up with at least one new pizza a month,” said Howard slightly higher cost for frozen, breaded eggplant
Olivier, Flying Pie’s owner. That evening’s buffet is an all-you-can- topping rather than fresh, he said it’s a smart
eat extravaganza costing $6.25. “We regularly do a broccoli and bang for the buck.
potato pizza, which is popular. You have to steam the broccoli be- “Nobody wants to bread eggplant; it’s a mess I
forehand — putting on fresh wouldn’t work. But with the potatoes, don’t want to fool with,” said Gold. “Our (banana) Pizza Santa Fe
Photo courtesy of J. R. Simplot Company
you just slice and bake them with the peels on.” peppers, olives, artichoke hearts — if we can get them in a jar
The restaurant’s Vegetarian Pizza blends basil, zucchini, bell or can, we do. The flavor’s still great and there’s no labor there
peppers, onions, olives, garlic, mushrooms and sliced Roma either.”
tomatoes. Its Zerto Magnifico has a three-inch-high base of fresh Cathy Katavich, director of specialty product sales for Gilroy
spinach that wilts to about a quarter inch as it bakes under a layer Foods (a subsidiary of ConAgra Food Ingredients) said labor sav-
of Pecorino Romano cheese. ings and variety are key benefits of her company’s line of frozen
“Yeah, pepperoni is still king here, but we do lots with vegeta- vegetable toppings. Demand for such products, she added, is
bles,” Olivier added. rising rapidly.
“Ten years ago we might have looked at selling onions or green
bell peppers, but today, with the number of vegetable pizzas on
Chapter 3
“
“That will tell you that people want things that are more exotic,
[Fruit] is an untapped market, be it vegetables or protein,” she said. Simplot’s roasted apples
Roasted Apple and Almond Pizza
*Recipe courtesy of J.R. Simplot Company.
and it gives a really upscale appear- and peaches, she added, are becoming very popular as well.
Mascarpone cheese 20 ounces
“(Fruit) is an untapped market, and it gives a really upscale ap- Sour cream 10 ounces
ance. And you could use those fruits pearance,” said Fricke-Stallsmith. Her Roasted Apple and Almond Brown sugar 6 ounces
in lots of other pizzas that aren’t Pizza is always a big hit at pizza and restaurant tradeshows, she
said. The dessert pie includes a base of mascarpone cheese
Almond extract
Vanilla extract
1 teaspoon
1/2 teaspoon
”
specifically for dessert. topped with apples, almonds, cranberries and streusel. “People Cranberries dried,
plumped
3 ounces
ask for that recipe all the time (see recipe at right). And you could 14 inch pizza crust, 6 each
— Dianna Fricke-Stallsmith, research and development chef, use those fruits in lots of other pizzas that aren’t specifically for proofed
J.R. Simplot Company, Caldwell, Idaho. dessert.” Roastworks Flame- 60 ounces
roasted Fuji Apples
Heat-seeking customers Almonds, sliced 6 ounces
Streusel Topping, 18 ounces
the market, pizza has become a perfect opportunity for us to Chuck Thorp, CEO of DoubleDave’s Pizzaworks in Austin, Texas, scratch (recipe below)
expand our offerings,” said Katavich, whose company is in Gilroy, said hot pepper sales are on fire in the Southwest, where the bulk or Krusteaz
of DoubleDave’s 40 stores are located. He credits the trend to the 1. In a mixing bowl, combine first five
Calif. The toppings are shipped frozen in plastic bags. “You re- ingredients.
ally can control labor and consistency with toppings like these high concentration of Latin American émigrés in
2. Blend until combined thoroughly.
because they’re simple to use.” the area. 3. Cover and refrigerate until ready to use.
Gilroy’s current diced veggie lineup consists of bell peppers, “Jalapeños are ordered a lot, and we also use a (round) cherry 4. Place the cranberries in a small sauce-
pan and cover with water, simmer over
jalapeños, onions, celery and green chiles, and it just introduced pepper that we dice up and use on our vegetarian pizza,” said
low heat until cranberries plump.
sliced Roma tomatoes. The company also sells puréed garlic, Thorp. DoubleDave’s customers who like hot peppers, he added, 5. Drain the cranberries, cover, and refriger-
roasted portabella mushrooms and roasted onions, which spread tend to order them combined with bacon and tomato. “We used to ate until ready to use.
easily on pizza crusts. have a Dave’s Fave pizza that was bacon and cherry pepper, so I 6. Place proofed crust on pizza screen.
think that created some awareness.” 7. Spread 6 ounces of mascarpone cheese
J.R. Simplot Company in Caldwell, Idaho, has marketed its blend over crust.
Roastworks line of flame-roasted vegetable toppings to the pizza As Olivier is reminded of annually, hot-food lovers aren’t just La- 8. Evenly distribute 10 ounces of Roast-
market for about six years. Its research and development chef, tinos. In July, when habañero peppers (the world’s hottest) are in Works Flame-Roasted Fuji Apples over
season, Flying Pie ships them in from Mexico to cater to the “hot cheese blend.
Dianna Fricke-Stallsmith, said an increasing number of operators
9. Sprinkle with 1 ounce each of almonds
want the distinct “fire-roasted note” its peppers, onions, potatoes heads,” as Olivier calls them. Heat-seekers he serves, some of and cranberries.
and corn toppings provide — but without the work of roasting and whom drive “a couple hundred miles” for the pepper-piled pizzas, 10. Finally, sprinkle 3 ounces streusel topping
peeling by hand. include all races, ages and genders. over pizza.
11. Bake pizza in a preheated pizza oven 5 to
“Any of our Roastworks toppings go well on pizza,” said Fricke- “About one out of every 10 people who come that month come 10 minutes or until golden brown.
Stallsmith. “Obviously, that flavor is important, but I hear that for that,” said Olivier. “You couldn’t get near something really 12. If desired, drizzle lightly with prepared
convenience and consistency is just as important.” spicy not too long ago, but now a lot of people really want it.” caramel sauce.
Yield: six, 14-inch pizzas
A good barometer for where veggie toppings are headed, she Olivier trains his servers and counter workers to give customers (35 total ounces each)
said, is the menu at Los Angeles-based California Pizza Kitchen. ample warning about hot pepper toppings, as some customers,
Chapter 3
“
Olivier and Yudkin demonstrate two strategies:
About one out of every 10 Olivier places fresh spinach below the cheese to protect
Veggie Cooking Tips
people who come that month come it from the oven’s heat. And Yudkin sautés broccoli beforehand Green vegetables, especially leafy ones,
such as spinach, contain vast amounts of
to release its moisture and to add a light coating of oil that shields
for (habañero peppers). You couldn’t it from the oven’s heat. He also places asparagus on
water. Therefore, when baking, they release
that water — sometimes to the air, other
top of the cheese.
get near something really spicy not times onto the pizza depending on whether
Katavich and Fricke-Stallsmith said such problems make they’re above or below the cheese. Some
too long ago, but now a lot of manufactured vegetable toppings even more useful because flash operators blanch (precook by steaming, boil-
”
freezing helps reduce water-out during baking. ing, sautéing or baking) their veggies before
people really want it. Gilroy’s “controlled moisture vegetables,” for example, are ex-
putting them on pizzas in order to release
that water. Others place them straight on
— Howard Olivier, Flying Pie Pizzaria, Boise, Idaho. posed briefly to mild heat that cooks the vegetables lightly, rather the pie.
than truly blanching them at high temperatures. That, Katavich
said, results in less water-out and better texture. Here are a few of those operators’ helpful
hints.
“That’s a product that’s just easier to use,” she said.
he said, tend to get in over their heads with habañero. More often • Broccoli: For fresh broccoli, cut into
than not, all the heat they want can be found in a comparably mild florets, steam or sauté until crunchy,
jalapeño. “We actually have a waiver we make them sign before drain well and cool thoroughly. For frozen
they can eat (the habañeros); it’s a serious game. We get a lot of broccoli, thaw and drain well. Placing
broccoli below the cheese will protect its
people who try it, but figure out quickly they don’t want to get on
moisture content, but doing so hides its
that ride again.”
vibrant color.
Moisture mess • Bell peppers: Roast in an oven at 500 F or

higher or over an open flame until skins
While vegetables add color and texture to pizzas, they do
blacken. Remove, place in a large bowl
release unwanted moisture onto the pizza. In the crust the result and cover with plastic for 15 minutes. The
can be a gooey gum line that reduces crispness. It also can residual steam will loosen the skin and
reduce the cheese’s ability to cling to the pie, creating a slippery make it easily removable.
mess with every bite. Extra water also can dilute the flavor of an
• Onions: Slice thinly and cook over low
otherwise robust pizza sauce. flame in a sauté pan until lightly caramel-
The good news is that avoiding such “water out” hazards isn’t ized. A splash of balsamic vinegar can be
difficult. Blanching vegetables (see “Veggie Cooking Tips” side- added for extra color and tartness.
bar) helps release moisture prior to baking, and placing them on • Spinach: If fresh, wash well and dry using
top of the cheese facilitates evaporation. a salad spinner. Place directly on pizza
but below the cheese. If frozen, thaw and
However, both steps have their drawbacks: Blanching requires
drain well.
labor, and placing delicate veggies atop the cheese exposes them
to high heat, which can burn them.
Chapter 4
SEAFOOD | Tastes of the sea are gaining popularity.
W
do it there. It shows people that what they’re putting on the pie
hen you think about seafood toppings, it’s easy to is fresh.”
overlook anchovies. In California, the birthplace of the gourmet pizza movement
But it’s only fair to note that the salty little fish slivers were in the early 1980s, seafood toppings gained notoriety at famed
trendsetters decades ago when they became the first commer- restaurants such as Spago (in Los Angeles, and owned and oper-
cially accepted seafood topping. ated by Wolfgang Puck), Chez Panisse (in Berkeley and owned
Their popularity has endured perhaps because no other top- and operated by Alice Waters) and Stars (based
in San Francisco and owned and operated by
ping from the depths — even-more-heralded shrimp and lobster
Jeremiah Tower). At all three restaurants, pizza
— packs a taste of the sea equal to the anchovy’s, and, unlike so
crust was a canvas to be painted with whatever
many seafood toppings, they’re highly stable.
flavor so inspired the cook. Pizzas topped with
Mass harvesting and refrigeration techniques have made sea- ribbons of smoked salmon, chunks of lobster and
food toppings far more accessible to pizzerias throughout the U.S., shreds of
but it appears their greatest popularity is enjoyed in coastal cities. crab captured Californians’ attention and
At Frank Pepe’s in New Haven, Conn., clams are shucked fresh their money.
and placed on pizza topped with bacon, garlic and Parmesan. And
But the trend remained largely on the
according to Evelyne Slomon, author of “The Pizza Book,” Italians
West Coast, before leapfrogging gradually
top and serve pizza with fresh mussels — still in the shell.
to large cities like Chicago, Miami, Atlanta
“
and New York.
I’d bet seeing a (mussel “The reality is that California sets a lot of
trends, much as the rest of the country might
or clam) shell on pizza here would resent us for it,” said Ed LaDou, Spago’s first
pizza chef, and who taught Puck the intricacies
freak out most people. But that’s of great pizza. Today he owns and operates Caioti Pizza Café in
Grilled Garlic Shrimp Pizza
Photo courtesy of California Pizza Kitchen
the way they do it (in Italy). It shows Studio City, Calif.
people that what they’re putting For the shell of it
”
on the pie is fresh. One need not look long to find a familiar theme with seafood
pizzas: Shellfish are by far the most popular.
— Evelyne Slomon, and co-owner, Nizza La Bella, The texture of shrimp, clams, crawfish, lobster, smoked oysters,
Albany, Calif., author of “The Pizza Book.” etc., simply stands up better on pizza than the flaky flesh of say,
tuna or salmon.
“I’d bet seeing a shell on pizza here would freak out most Shellfish also are naturally bite-size, making them easy for
people,” said Slomon, a consultant to pizzerias and co-owner of customers to eat and simple for cooks to add to a pizza.
Nizza La Bella restaurant in Albany, Calif. “But that’s the way they Shellfish is readily available fresh, frozen or canned, allowing
Chapter 4
“
a challenge because they don’t move as well as other pizzas, and
[Seafood is] just nice to even Caioti’s LaDou, who loves seafood pizzas, currently offers Seafood Tips
• Use canned or frozen shellfish where
have for people who want it. none. possible. The coal-fired clam pizza at Frank
Pepe’s in New Haven, Conn., is adorned with
“I’ll put seafood pizzas on the menu now and again, but they’re
I don’t see it ever being as popular not as popular as others,” said LaDou. “We used to have an oyster
fresh-shucked clams. While this is very labor
intensive and costly, in areas where fresh
seafood is the standard, this may be the only
as some other toppings, but it’s Rockefeller pizza on the menu, which was really good.” way. Further inland, high-quality canned or
frozen shellfish is well accepted and very
”
Several operators said that at best, 5 percent to 10 percent
still growing a little. of their pizza sales mix comes from seafood pies. Other than
affordable.
Of the two, canned shellfish is far less ex-
anchovies, none of the large chains offers seafood toppings as a pensive than fresh and is more easily stored,
— Howard Olivier, owner, Flying Pie Pizzaria, inventoried and rotated. But it is precooked,
rule, and even the broad and arguably avant garde menu at the and can toughen with additional cooking.
Boise, Idaho.
California Pizza Kitchen features just one: the flame-grilled Garlic Since quality varies greatly with each brand,
experiment with multiple canned varieties in
Shrimp pizza. order to find the best.
• If using fresh seafood, keep as little as pos-
The question remains then, is it worth it to offer seafood top- sible in house. Freshness deteriorates rapidly,
operators to choose whatever fits customers’ preferences.
pings at all when so few of them sell? Operators said yes, as long and that change is reflected in its flavor. Even
At Flying Pie Pizzaria in Boise, Idaho, cooks experiment regu- as that inventory is managed well, meaning not allowed to spoil the slightest whiff of an ammonia smell is
off-putting to customers.
larly with seafood toppings. Atop the Intro to Anchovies pie are (see Seafood Tips sidebar) and able to be used in other dishes on Be absolutely certain to rotate fresh seafood
fire-roasted tomatoes, anchovies, pepperoni and olives, while the menu. inventory regularly. Keep it well iced and
refrigerated below 36 F. (Spot-check seafood
crab, smoked oysters and clams make their way onto other nightly
specials. “It’s just nice to have it for people who want it,” said Olivier. “I regularly with a pocket thermometer to
ensure it’s cold.) Also keep as little seafood
don’t see it ever being as popular as some other toppings, but it’s as possible on the make line and return it to
San Francisco’s Panhandle Pizza Company sells an award-win- still growing a little.” the walk-in at the end of each day.
ning Seafood Pizza made from basil pesto, marinated shrimp and • Experiment with seafood toppings through
clams, lemon zest, celery, roasted garlic cloves and fresh cracked Chuck Thorp, CEO of DoubleDave’s Pizzaworks in Austin, Texas, specials before committing them to the menu.
This will help determine a long-term demand
pepper. And at LaFiamma Wood-Fire Pizza in Bellingham, Wash., said the company finds it easiest to run seafood pizzas as specials for such a pizza.
The Finn Pizza sports a mix of basil pesto, shrimp, four cheeses only. • Price it at a premium. Most customers know
seafood is expensive and don’t mind paying
and artichoke hearts. The pizza was the seafood category finalist “During Lent we offer a shrimp and oyster pizza,” said Thorp. extra for it. So position the pizza as unique
in the 2003 Pizza Festiva during the International Pizza Expo last “It’s not the prettiest thing I’ve ever worked with, but it’s good, and and exotic, and charge a dollar or two more.
March. people seem to like it.”
Customers who are bored with the old
standards view interesting products as worth
the extra money.
But do they sell? Handle with care Make sure it truly is unique, however, by add-
ing a special sauce or seasoning that makes
Sean Brauser, owner of Romeo’s Pizza in Medina, Ohio, added Unlike pepperoni and sausage, seafood toppings are very lean it stand apart from the rest of your line-up. For
example, at Al’s Gourmet Pizza in Washing-
shrimp and crab to his toppings offerings because he uses them and lack the fat to withstand direct high heat. Still, operators ton, D.C., the shrimp topping is marinated in
elsewhere on the menu. “But we’re lucky to sell 10 pizzas a week disagree on where to place seafood on the pizza. Some like the Jamaican jerk sauce or barbecue sauce. (The
menu also states that all seafood toppings
that request those toppings.” dried texture caused by placing seafood above the cheese; it adds cost $1 more than
And it appears Brauser isn’t alone in his seafood sales travails. a light crispness that’s amplified when brushed with oil or butter other toppings.)
Howard Olivier, owner of Flying Pie, said offering seafood pizzas is before baking.
Chapter 4
Others place seafood below the cheese to avoid dehydration,

and even still others cook the seafood on the side and put it on
after the pizza has emerged from the oven.
“We’ve done a lot of testing with anchovies,” Olivier began.
“We put them on afterward because they’re pretty strong, and we
don’t want them contaminating other pizzas in the oven.
“We put smoked oysters on top also, because we think people
like to see the seafood. But shrimp … we probably could bury it
under the cheese and it wouldn’t make a difference.”
Chapter 5
SAFE HANDLING | Temperature and sanitation are as important as taste.
W
hile the proliferation of fully cooked toppings varieties Even though raw meat introduces an additional food safety
and their ease of use made them attractive choices hazard, a number of pizzerias continue to specify raw. To prevent Advantages of Fully Cooked Meats
Courtesy of Burke Corp.
two decades ago, food safety concerns — especially in foodborne illness, the operator must both ensure proper tempera- There are many advantages of using
the wake of many raw-meat-related E. coli poisonings — fuel their tures and prevent cross-contamination. The first requires that the fully cooked meat toppings and fillings. Let’s
meat is fresh and is maintained at a temperature below 40 F until concentrate on the top four:
popularity today. 1. Food Safety
cooking. During cooking the meat needs to reach at least 160 F. Stories of contamination problems and
“You can do all the (temperature maintenance) of raw products foodborne illnesses due to uncooked or
just right and still face cross contamination,” said Dr. Casey Frye, The second issue, cross-contamination, requires constant undercooked meats, or cross contamination
vigilance to make sure anything that touches the raw meat, of raw meat to fully prepared foods, appear
vice president of research and development at Burke Corp., a on television and in print news almost weekly.
never touches other food products that won’t receive additional
manufacturer of fully cooked toppings in Nevada, Iowa. “You’ve In some instances the severity of illnesses
cooking. Proper handwashing, a key control point for cross-con- led to death.
still got people topping pizzas, taking money and touching every-
tamination, requires that the employees always wash their hands Raw meat inherently contains high amounts
thing; spreading those pathogens is just that easy.” after handling raw meat and before touching anything else in the
of bacteria, yet proper cooking destroys the
bacteria that cause foodborne illness and
restaurant.
“
food spoilage. Using fully cooked meats
reduces the risk of introducing microbial
You can do all the For Dave Ostrander, former owner of Big Dave’s Pizza in dangers and cross-contamination problems
into the operation.
Oscoda, Mich., changing his pizzas by switching from raw to fully
(temperature maintenance) of raw
2. Product Stability
cooked toppings wasn’t an option he considered. Believing that Fully cooked meats have a longer shelf life
the risk of using raw meat was more an issue of poor handwash- than raw meats, due to the slower oxidation
products just right and still face ing than product choice, he decided that that the risk could be
rate occurring in cooked meats.
Additionally, while raw sausage products
cross contamination. You’ve still managed safely. are often frozen to increase shelf life, the
product stability and flavor deteriorates since
“Our line was always ice-cold, and we rotated our raw product raw sausage takes much longer to freeze than
got people topping pizzas, taking constantly,” Ostrander said.
fully cooked toppings.
3. Convenience
money, and touching everything; Ostrander has a somewhat different opinion about raw product Using fully cooked meat toppings and
fillings is much more convenient than using
in shops that aren’t busy all the time, however. uncooked meat products. Right after cooking,
spreading those pathogens “I would not recommend raw sausage for a really slow place,”
Burke fully cooked meat toppings and fillings
are individually quick frozen (IQF), locking in
”
is just that easy. he said. “It’s not going to move it fast enough to keep the integrity freshness. Consequently, the meat nuggets
and crumbles can be kept frozen until needed
of that raw meat.” and are pourable in the frozen state.
— Dr. Casey Frye, vice president of research and Sean Brauser, owner of Romeo’s Pizza in Medina, Ohio, also
Frozen raw meats must be thawed before
using, creating purge loss (moisture run-off),
development, Burke Corp., Nevada, Iowa. uses raw sausage toppings. As a safeguard against pathogenic reduced freshness, risk of bacterial growth
and cross contamination, and reduced “in-
contamination, he spot-checks the temperature of his pizza top- process” inventory.
John Gani, director of operations for Seagle Pizza, Inc., a pings as the pies leave the oven. 4. No Waste
With fully cooked meats, the operator uses
21-store Domino’s Pizza franchisee based in Bowling Green, Ky., just what is needed; the rest remains in the
said his company abandoned raw meat toppings years ago. “Our Not fail-safe, but close freezer for another day. An additional benefit
is no waste or grease to dispose. And, there
founder, Tom Monaghan, used raw sausage when he started, but While no topping or sanitation system is foolproof, combining is no excessive grease on top of the pizza or
the company stopped it for safety issues. It’s just not worth the the best safety information with the safest products available, make table.
risk to us.” Frye said, dramatically reduces the risk of food poisoning.
Chapter 5
SAFE HANDLING | Temperature and sanitation are as important as taste.
“
He supplied the tables below to illustrate the difference in micro-
bial counts between raw pizza sausage and fully Our founder, Tom Monaghan, Frightening Foodborne Pathogens
The U.S. Public Health Service has
cooked pizza sausage.
As striking as those differences are, John Olson, Burke’s vice
used raw sausage when he started, identified several microorganisms as being
the biggest culprits of foodborne illness.
Here’s a short list of what could result from
president of technical services and quality assurance, said even but the company stopped it for poorly handled pizza toppings.
pizza cooks who use fully cooked toppings must be mindful of Campylobacter: Most common bacterial
where they put their hands at all times. safety issues. It’s just not cause of diarrhea in the United States.
Sources: raw and undercooked meat and
”
“You still have to be concerned about where those hands were worth the risk to us. poultry, raw milk and untreated water.
E. coli 0157: A bacterium that can
before they handled the product. But if that product is cooked, at
produce a deadly toxin that causes ap-
least it should have a low microbe count.” — John Gani, director of operations, Seagle Pizza, Inc., proximately 73,000 cases of foodborne
a 21-store Domino’s Pizza franchisee, Bowling Green. illness each year in the U.S. Sources: meat,
especially undercooked or raw hamburger,
Fully Cooked Pizza Sausage produce and raw milk.
Listeria monocytogenes: Causes
Industry Industry Typical Burke listeriosis, a serious disease for pregnant
Parameter Standard Count women, newborns and adults with weak-
ened immune systems. Sources: soil and
Aerobic Plate Count <20,000/gm <100/gm water. Found in dairy products, raw and
undercooked meat, in poultry, seafood and
Coliforms <100/gm <10/gm produce.
Salmonella: Most common cause of
Generic E. coli <10/gm <10/gm foodborne deaths. Responsible for millions
of cases of foodborne illness annually.
Salmonella Negative Negative Sources: raw and undercooked eggs,
Listeria Negative Negative undercooked poultry and meat, dairy prod-
ucts, seafood, fruits and vegetables.
Staphylococcus aureus: This bacterium
produces a toxin that causes vomiting
shortly after ingestion. Sources: cooked
Raw Pizza Sausage foods high in protein, such as meats, as
well as salads, bakery products and dairy
Parameter Typical Result products.
Aerobic Plate Count 10,000 to 1,000,000 /gm Shigella: Causes an estimated 300,000
cases of diarrhea-related illnesses.
Coliforms 100 to 5,000 /gm Sources: salads (potato, tuna, shrimp,
macaroni, and chicken), raw vegetables,
Generic E. coli 100 to 5,000 /gm milk and dairy products and poultry, as well
as poor hygiene which passes shigella from
Salmonella May be positive person to person.
(up to 33 in pork, up to 10% in beef) Vibrio vulnificus: Causes gastroen-
teritis or a syndrome known as primary
Listeria May be positive septicemia. People with liver diseases are
(about 1-5%) especially at high risk. Sources: raw or
undercooked seafood.
Chapter 6
COST AND USE ANALYSIS | A little math makes a difference in toppings profits.
C
hoosing the right topping isn’t as simple as picking the one software. “It takes an extra 10 seconds per pizza to do that, and
the operator thinks tastes the best. The consumer must 10 seconds times a thousand pizzas a day is a whole extra person Real Cost: Fully Cooked or Raw?
like it, and it must fit a predetermined cost parameter that per shift.” A key reason for purchasing
meets profit-margin goals. Just as important in toppings selection is portion control. Figur- fully cooked toppings is the benefit
According to Dave Ostrander, a former operator turned consul- ing out how much is needed on each pizza — plus getting the staff of convenience, i.e., reduced labor
tant, “four tipping points” influence an operator’s toppings choice: to put the same amount on every time — is a must in establishing and waste. Compared to the initial
product quality; ease of use; market demands; and consistency in the finished product and in food cost. price paid for raw meat for toppings,
price point. fully cooked toppings do cost more.
John Gani, director of operations for Seagle Pizza, Inc., a
However, operators say that removal of
Before selling Big Dave’s Pizza in Oscoda, Mich., in 1999, Os- 21-store Domino’s Pizza franchisee based in Bowling Green, Ky.,
labor costs and waste offsets
trander used raw sausage as “a point of differentiation” between said his cooks train with a scale to “develop a good eye for what
his pizza and his competitors’. He admitted that hand-pinching the difference.
we use,” but then assemble pizzas without it during business
sausage takes time, but said he learned shortcuts to shorten the hours. “We don’t pre-portion, either,” Gani said, regarding pep- To illustrate the true cost of raw meat
process. peroni and sausage use. for toppings, Casey Frye, vice president
of research and development at Burke
“
Ostrander believes operators need to go further, however,
Corp., performed a cooked-yield test
If you’re going to replicate to ensure consistency. He stresses they use measuring tools
on ground beef prepared six different
(such as an electronic scale, ladles, spoodles and cups), and
something hundreds of times a a calculator.
ways. The test, done in the fall of
2002, was performed on 80-percent
week, you need a tool (a scale or “If you’re going to replicate something hundreds of times a lean ground that cost $1.09 per pound.
week, you need a tool to do that,” said Ostrander. “The two eyes Reflected below is the “true cost” of
other measuring device) to do that. God gave you aren’t accurate enough, unless they’re bionic.” what an operator pays for the product
The two eyes God gave you Weighty matters

he actually puts on the pizza.
Cooking Method Yield True Cost

aren’t accurate enough, Years ago Ostrander learned to build consistent pizzas with an
”
Baked, medium 74% $1.47/pound
electronic scale and a 14-inch corrugated pizza circle (the size
unless they’re bionic. of his most popular pizza). Using a marker, he drew a line on the Baked, well 58% $1.88 pound
— Dave Ostrander, pizzeria consultant, circle to represent the pizza crust edge, where no sauce or top- Broiled, medium 71% $1.54/pound
Oscoda, Mich. pings should fall.
Broiled, well 62% $1.76/pound
He placed the circle on a scale, zeroed it (typically done by hit-
Pan-fried, medium 72% $1.51/pound
Fast as Big Dave’s crew was, however, even Ostrander said his ting the “tare” button”) and applied the desired amount of sauce,
system wouldn’t work everywhere. which, in the case of Big Dave’s, was six ounces for a Pan-fried, well 63% $1.73/pound
14-inch pizza.
“If my place were a huge entertainment center doing a *Since costs for labor and waste are not
thousand pizzas a day, I might choose to go with a pre-cooked He then took another corrugated circle, drew the same crust fixed, they aren’t included.
sausage. It’s just too labor-intensive in that situation to hand line and weighed out the desired amount of cheese (10 ounces),
pinch,” said Ostrander, who also is the co-creator of FoodCost Pro brushed the cheese off, and placed on the desired number of
Chapter 6
pepperoni slices (25 to 30, which weighed out to two ounces), that. “Visualize that sausage patty I talked about: I used a whole
sausage (four ounces), bell peppers (two ounces), etc. one for a 14-inch, a half for a 10-inch, and 3/4 for a 12-inch.” Left-
Once the weights were recorded, Ostrander devised ways over pieces were used on other pizzas.
to pre-portion all toppings quickly. A level ice-cream scoop of
sausage, for example, portioned out four ounces, which he then
In a pinch
smashed into patties placed between sheets of waxed paper. Pep- While Ostrander found hand-pinching raw sausage an accept-
peroni slices were weighed out and placed in waxed paper, and able use of time, Chuck Thorp, CEO of DoubleDave’s Pizzaworks
cheese was weighed out and placed in plastic cups. Two scoops in Austin, Texas, said the need for speed weighed more heavily
from a two-ounce liquid-measure spoodle yielded two ounces of in that company’s selection of a fully cooked sausage and other
peppers, and so on. toppings.
“
But the real key to his portion control system, Ostrander said,
came from his grade school math lessons on finding the area of
a circle. By applying the formula pi (or π, which represents 3.14)
Fully cooked meats just
times the radius squared, Ostrander figured out the area of his 14- simplify the whole operation.
inch pizza, and saw how to convert toppings portions easily and
quickly for every size of pizza he sold. (See tables on I don’t want the potential problems
pp. 24, 25 for multiple examples.)
you can run into with grease
“Pizza is made by the square inch, but sold by the diameter,” he
said. “So use pi times the radius squared (πr2), to get the area of a in the exhaust hood. If you don’t
”
14-inch pizza (3.14 x 7 x 7 = 154 square inches).
have to, why bother?
“Then if you drop down to a 10-inch (3.14 x 5 x 5 = 78.5 square
inches), you see you’re at almost exactly half the area of a 14-inch — Julian Angelone, owner,
pizza. If you do the same for a 12-inch pizza (3.14 x 6 x 6 = 113 Ronzio Pizza, Lincoln, R.I.
square inches), you’re 25 percent smaller than a 14-inch, and 25
percent larger than a 10-inch.”
Knowing that allowed Ostrander to adapt his portion controls “It’s just simpler to use, and I think it’s the best-tasting sausage
easily to whatever size pie was ordered. out there,” said Thorp. The price also met DoubleDave’s food cost
parameters, making it “a pretty logical choice for us.”
“Now I can accurately say that if I’m using six ounces of sauce
on a 14, then I’ll need three ounces on a 10. If I’m using 10 ounces Liz Hertz, marketing manager at Nevada, Iowa-based Burke
of cheese on a 14, I’ll use five on a 10. Two ounces of pepperoni on Corp., said that new technology has allowed Burke to offer hand-
a 14, one ounce on a 10. It works out perfectly.” pinched style toppings, which allow operators to combine the
labor-friendly aspect of fully cooked toppings with the appearance
For his least-ordered pies, 12-inchers, his cooks eyeballed a 75-
of hand-pinched raw sausage.
percent-share of the toppings needed for 14s. For example, since
the sausage patties he prepped for 14-inch pizzas weighed four Julian Angelone, owner of 16-store Ronzio Pizza, agreed. Fully
ounces, the amount needed for a 12-inch pie was three-fourths of cooked meats just simplify “the whole operation. I don’t want the
Chapter 6
potential problems you can run into

with grease in the exhaust hood. If PIZZA TOPPING PORTION GUIDE
you don’t have to, why bother?”
L = Light M = Moderate H = Heavy
John Olson, vice president of
technical services at Burke, said a Pizza Size 6" 8" 10" 12"
strong shift from raw to fully cooked Toppings L M H L M H L M H L M H
pizza toppings began almost 20 years
ago. Operator preferences for raw, he Pizza Sauce - oz. .75 1.25 1.75 1.25 2 2.75 2 3 3.5 3 4 5
said, are not only regionally specific, Cheese - oz. 1 1.25 1.75 1.5 2 2.75 2.5 3.25 4.5 4 6 7.5
but often grounded in nostalgia. In
Pepperoni Slices 4 5 8 5 8 12 8 16 20 16 20 28
other words, the kind of toppings peo-
ple grew up eating typically influence Pepperoni - oz. (@ 16 slices/oz.) .25 .33 .5 .33 .5 .75 .5 1 1.25 1 1.25 1.75
the kind they sell as operators. Quarter Pizza Ham - oz. .25 .33 .5 .33 .5 .75 .5 1 1.25 1 1.25 1.75
Is what you get, .5” Bacon Topping - oz. .25 .5 1 .5 1 1.5 1 1.5 2.25 1.5 2.5 3.5
what you paid for? Cooked Sausage - oz. .75 1 1.5 1.25 2 2.5 2 3 4 3 4.5 5.75
Ostrander said that overall, the Raw Bulk Sausage - oz. 1 1.25 2 1.5 2.5 3.25 2.5 4 5.25 4 6 7.5
cost difference between raw and fully Quarter Salami - oz. .25 .33 .5 .33 .5 .75 .5 1 1.25 1 1.25 1.75
cooked toppings is negligible. For ex-
ample, pound for pound, fully cooked, Anchovy - pc. 2 3 4 3 4 6 4 6 8 7 8 10
diced bacon will cost more, but once Taco Meat - oz. .75 1 1.5 1.25 2 2.5 2 3 4 3 4.5 5.75
the operator accounts for preparation
Peppers - oz. .5 1 1.5 1 1.5 2 1.5 2.25 3 1.75 2.75 4.25
time and fat loss, the costs fall back
in line. Onions - oz. .5 1 1.5 1 1.5 2 1.5 2.25 3 1.75 2.75 4.25
Mark Slaughter, foodservice direc- #10 Mushrooms - oz. .75 1.25 1.75 1 1.75 2.25 1.25 2.25 3.5 1.5 3 4.5
tor of sales for Sugardale Foods in Fresh Sliced Mushrooms - oz. .25 .5 .75 .5 .75 1 .75 1.25 2 1 1.75 2.75
Massillon, Ohio, said that make line
“handle-ability” of fully cooked top- Diced Tomato - oz. .75 1.25 1.5 1 1.75 2 1.5 2.5 3.5 2.25 3.5 5.25
pings is an added labor-savings plus Sliced Olives - oz. .5 1 1.5 1 1.5 2 1.5 2.25 3 1.75 2.75 4.25
over using raw product as well.
Pineapple - oz. .5 1 1.25 .75 1.25 2.25 1.5 2.75 3.5 2 3.5 5.25
“You’ve got to have a product
Pepper Rings - oz. .25 .5 .75 .5 .75 1 .75 1 1.25 1 1.25 1
that’s easy to work with on a Friday
or Saturday night when you’re doing * Numbers are rounded off to the nearest 1/4 oz.
a large volume of business,” said Square inches 28 28 28 50 50 50 79 79 79 113 113 113
Slaughter. “With our bacon, you don’t
have to separate the pieces, they can
Chapter 6
be dealt on top of the pizza easily.”

Slaughter said performance in PIZZA TOPPING PORTION GUIDE
the oven, however, is the real test
L = Light M = Moderate H = Heavy
for all meat toppings. Customers ex-
pect meats to look better coming out Pizza Size 14" 16" 18" Half Pan Full Pan
of the oven than when they went in, Toppings L M H L M H L M H L M H L M H
he said. “It can’t be greasy or charred
when it comes out the Pizza Sauce - oz. 3.75 5.75 7.5 4.75 7 9 6 8.25 10.25 5.25 7.5 9.5 9.25 13 16.5
other end of the oven, it should be Cheese - oz. 5.75 7 9.25 7.25 10.5 14 7.5 12 15.5 6.25 9.5 12.75 13.5 20 27
nicely browned.”
Pepperoni Slices 20 28 40 24 40 48 32 48 64 32 44 60 64 88 116
And properly shaped, in the case of
Pepperoni - oz. (@ 16 slices/oz.) 1.25 1.75 2.5 1.5 2.5 3 2 3 4 1.75 2.75 3.75 3.5 5.5 7.25
pepperoni, said Ronzio’s Angelone.
Quarter Pizza Ham - oz. 1.25 1.75 2.5 1.5 2.5 3 2 3 4 1.75 2.75 3.75 3.5 5.5 7.25
“If we have cupping, that means
we have a problem with the pepper- .5” Bacon Topping - oz. 1.75 3.5 4.25 2.25 4.25 6.25 3.25 6 7.5 2.75 5 7 5.75 9.5 13
oni, because we don’t want that,” he Cooked Sausage - oz. 4 6 8 5.25 7.75 10.5 6.5 10 13.25 6 9 12 12 18 24
said. “We do put pepperoni above the
cheese to get that browning we like, Raw Bulk Sausage - oz. 5.25 8 10.5 7 10.5 14 8.5 13.25 17.5 8 12 16 16 24 32
though. It gives it a good flavor.” Quarter Salami - oz. 1.25 1.75 2.5 1.5 2.5 3 2 3 4 1.75 2.75 3.75 3.5 5.5 7.25
Anchovy - pc. 9 10 12 11 13 16 13 16 18 14 17 20 28 34 45
Taco Meat - oz. 4 6 8 5.25 7.75 10.5 6.5 10 13.25 6 9 12 12 18 24
Peppers - oz. 2.5 4 5.25 3.25 5.75 7.5 4.75 8 11.5 3.5 6 8 7 11.75 15.5
Onions - oz. 2.5 4 5.25 3.25 5.75 7.5 4.25 8 11.5 3.5 6 8 7 11.75 15.5
#10 Mushrooms - oz. 2.25 4.5 7.25 4.25 6 8.5 4.75 7.25 11 3.75 6.5 7.25 8.5 9.5 12.75
Fresh Sliced Mushrooms - oz. 1.5 2.75 3.75 1.75 2.75 4.75 2.75 4.75 7.5 1.75 3.25 5 3.5 6.5 10.5
Diced Tomato - oz. 2.75 4.25 6 3 5.5 8.5 3.25 6.25 10 3 5.5 8.25 4 10 16
Sliced Olives - oz. 2.5 4 5.25 3.25 5.75 7.5 4.75 8 11.5 3.5 6 8 7 11.75 15.5
Pineapple - oz. 2.5 4 6 3 5.5 8.25 3.5 6.25 10.5 3 5.5 8.5 5.5 10 16
Pepper Rings - oz. 1.25 1.5 1.75 1.5 2 2.5 1.75 2.5 3 1.25 1.75 2.25 2 3 5
* Numbers are rounded off to the nearest 1/4 oz.
Square inches 154 154 154 201 201 201 254 254 254 234 234 234 468 468 468
Chapter 7
MARKETING | How you sell them is just as important as what you sell.
I
n a phone-order-driven business like pizza, operators have Suggestive sales pitches also hinge on well-placed
frequent chances to drive incremental sales or add-ons, and voice inflections.
pizza toppings are a great example of these. “Say you’ve got a one-topping pizza special, and you’ve got
In the span of a brief phone call, good order-takers can grab a them on the phone, tell them, ‘I can make that a triple pepperoni
buck or two extra from customers. And over the course of days, for only $2 more,’ “ Karington said. “That changes the emphasis
weeks and months, those incremental sales can add up to monu- and is much better than, ‘Would you like extra pepperoni?’ “
mental profits. But whether on the phone or face to face, order-takers need to
Kamron Karington, a Las Vegas-based marketing consultant, be both quick and courteous about upselling, Karington said.
knows suggestive sales work well when done correctly. After sev- “You’ve got to work hard to find that balance between upselling
eral years operating and ultimately selling two pizzerias, Karington them at every opportunity and not driving them crazy,” he said.
compiled his best pizzeria marketing tips in “The “And let’s face it, you’ve probably got other customers wanting to
Black Book: Your Complete Guide to Staggering Profits In order, and you don’t want the phones tied up any longer than they
Your Pizza Business.” The key to upselling, he said, is asking have to be. So pick a limited number of things you want to upsell,
persuasive questions. stick with those for a time, and then try
“On the phone, you don’t just say, ‘Would you like extra cheese some others.”
on that?’ You say instead, ‘Extra cheese on that?’ “ said Karington,
who also consults with large corporations outside Widening the margin
of foodservice. Toppings equate to increased value and thus offer high margin
potential when sold incrementally and in combinations. Sales
“
strategies include encouraging additional toppings (i.e. two-,
With upselling you’ve got three- or four-topping pizzas), giving specialty pizzas prime posi-
tioning on the menu, and offering premium-quality toppings at a
to work hard to find that balance premium price.
between upselling them at every While higher quality and upscale toppings — such as seafood,
game meats and roasted vegetables, for example — may initially
opportunity and not driving them seem to drive up food costs, they offer great opportunities to
increase margins.
crazy. … So pick a limited number
A $7.99 one-topping special, for example, has a decent margin
of things you want to upsell, built in. But every additional topping only builds on that margin
since all the other components of the pizza are paid for in the
stick with those for a time, and original $7.99.
”
then try some others. Multiple-topping specialty pizzas — most of which typically
have an attractive name, such as The Supreme or The Works
— Kamron Karington, marketing consultant, — can be highly profitable not only because of their higher price
Las Vegas points, but because fewer toppings are required to cover each
Chapter 7
“
pings that go well together,” said Olivier.
The really big benefit of
And, whenever those customized or pre-defined specialty
something (like the house-made pizzas include premium ingredients, the price should reflect the
added value. Savvy pizza shop operators quickly learn which
pepperoni) is that it creates a buzz. toppings customers perceive worthy of a higher cost — while
People are talking about it and realizing the higher margin they bring as well.
The flipside — using non-premium toppings
that’s great P.R. It’s also fun for — works just as well to increase margins. For
me to do it, though it’s example, if an operator wants to increase the
coverage of his sausage topping without in-
”
very labor intense. creasing the actual portion size, a finer crumbled
sausage (or ground beef or diced pepperoni,
— David Yudkin, co-owner, Hot Lips Pizza, etc.) can be used. The result is better coverage
Portland, Ore. and improved value perception (i.e. sausage in
every bite), without increasing the food cost.
pie. For instance, while it may take two ounces of any single top- It’s what you’re selling, too
ping to cover a 14-inch pizza, a three-topping pizza won’t require David Yudkin has two kinds of pepperoni on
six ounce of toppings to appear full. Adding the full amount of all the menu at Hot Lips Pizza in Portland, Ore.: a
three — let’s say sausage, pepperoni and mushroom — could ul- standard manufactured variety, and his own
timately overwhelm the crust and not bake out fully and in unison “house-made pepperoni.”
with the crust and the cheese. “I’m making 100 pounds of it every other week
“I learned to back off about 25 percent of each topping when now,” said Yudkin, who also makes his own
somebody wanted three or four on there,” said Dave Ostrander, a prosciutto, too. “It’s incredibly popular.”
pizza industry consultant and former operator of Big Dave’s Pizza Not only does his pepperoni “taste like noth-
in Oscoda, Mich. “It’s just too much to put on there all at once.” ing else I’ve had,” it’s made from 100 percent
Several operators said posting a toppings list separately, either organically raised pork, something highly eco-
on a menu board or on table menus, encourages customers to conscious Portlanders appreciate. Yudkin also is
search for interesting offerings and then customize their pizzas. well known in the community for his support of Photo courtesy of Burke Corporation
Howard Olivier, owner of Flying Pie Pizzaria in Boise, Idaho, does local farmers, and those efforts have garnered Hot Lips the kiss of
just that. But he also trains his counterworkers to lead custom- endorsement from a dedicated following.
ers to combinations of toppings — be they pre-made or a la carte “The really big benefit of something (like the house-made pep-
— that are best for them. peroni) is that it creates a buzz. People are talking about it and
“We first try to get a sense of what they like, and then lead them that’s great P.R.,” said Yudkin. “It’s also fun for me to do it, though
to a pizza we’ve already got on the menu, or suggest some top- it’s very labor intense.”
Chapter 7
While Olivier said customers still love meat toppings more than
anything, he said they also like occasional variety. Flying Pie has a
weekly Gourmet Night, when cooks experiment with new ideas for
a pizza buffet. Those that sell well often make it to the menu.
But perhaps his best attention-getter is Flying Pie’s annual
habañero festival in July, when the red and orange incendiary
orbs are in season and flown in fresh from Mexico. The festival
draws people from as far away as 200 miles, Olivier said, but in the
process, Flying Pie gains repeat customers.
“It’s interesting to see the (long-term) impact of something
as simple as a pepper topping,” he said. “It shows that
different things, now and then, get people’s attention. It
keeps things fresh.”
Chapter 8
H E A LT H F U L P I Z Z A | N e w d o u g h s a n d t o p p i n g s m a k e p i z z a m o r e h e a l t h f u l t h a n e v e r .
I
f there were any doubt the Atkins Diet and other low-carbohydrate calories, fat and carbohydrates while boosting a pizza’s flavor.
programs were on their way out, Atkins Nutritionals’ bankruptcy For example, if someone loves pepperoni pizza, she advises them
filing on Aug. 1, 2005, removed it. But despite their gradual dis- to use half the amount of pepperoni, make up the difference in
appearance, there’s no denying low-carb regimes, not to mention mushrooms and scatter both all over the pizza. To increase flavor,
the low-fat diets of 20 years ago, increased the degree to which she suggests clients add onions, peppers and garlic.
people watch what they eat. “I’ll put a little ground beef on my pizza, but then I load up on
“The popularity of diets proves our urge to manage our weight vegetables, too,” she said. “Pizza is a great way to get a lot of
never goes away,” said Joan Blake, a clinical assistant professor at vegetables into your diet.”
Boston University’s Sargent College of Health and Rehabilitation Sci- If meat is a must, then the leaner the
ences. “And more people will get interested in this as Baby Boom- better. Liz Hertz, marketing manager for
ers get older. Dieting may be a cosmetic thing now for them, but toppings manufacturer Burke Corp., said
later they’ll have more heart problems and bone problems because the company’s Canadian bacon and chicken
of the weight they’re gaining. They’ll take this more seriously.” breast strips are among the leanest of meat
Blake said many know what foods are good for them, but they toppings. Chicken is especially amenable
don’t know how to make them as flavorful as less-healthful foods. to further flavoring with Cajun or southwest
Radical diets don’t do the trick, she said, because they don’t seasonings, which give it a more dramatic
adequately address human cravings for variety and satiety. Long- impact on the pizza. Like Blake, she sug-
term diet plans are more successful when people identify what gested operators pair meat toppings with
they like first, and then learn to make those foods more healthful. similarly seasoned vegetables to extend a
flavor theme.
Blake believes many would be surprised to discover pizza can
be an ideal element in a healthy diet. In its bare dough, sauce and “Sometimes it’s also a matter of making
cheese essence, it’s healthful food. sure fruits and vegetables are available to
eat on the side, too.” Hertz said. “A really iStockphoto.com
“Pizza is not something full of sugar and without nutrients. healthy meal includes a balance of foods.”
It covers many of the food groups,” she said. “White flour is
Cutting back on the amount of cheese used also cuts calories,
enriched, which is good, and now so many people are making
and using skim milk cheese goes even further. Less cheese also
whole-wheat crusts, which are better. Tomato sauce is wonderful
lets a pizza’s other components stand out; without a heavy cloak
for you and cheese is a great source of calcium.”
of casein, the nuances of a really good sauce or crust are better
People get into trouble with pizza in when they overdo it on appreciated.
cheese and protein toppings high in saturated fat. Making pizza
healthful doesn’t mean abandoning either cheese or meat, she Base case
said, but it does require effort to reduce their potentially negative Why the Atkins Diet fingered pizza crust as one of its worst
impacts. dietary bad boys was because of its key component: low-fiber,
high-carb white flour. During digestion, white flour is broken down
Piling on the veggies into simple sugars, which can send insulin levels soaring. High
Blake teaches her weight management clients how to lower insulin, Atkins claimed, triggers excessive fat storage.
Chapter 8
Higher-fiber, whole-grain flours aren’t digested the same way. To boost crust fiber, LaRocco uses whole-wheat flour and
And though not yet taking the pizza industry by storm, the number ingredients like flaxseed and chicory root. In most cases the taste
of operators offering whole-wheat crusts in the past few years difference is negligible, but he said the dough infused with chicory
has increased marginally. Many say customer requests led them root requires a double proofing to tenderize it.
to add a whole-wheat crust, but all said sales of them don’t com-
Recently LaRocco developed a parbaked whole-wheat crust
pare to those of traditional crusts.
that pizza and restaurant operations can have available for
“To say 5 percent of our customers ask for it is probably an customers requesting whole wheat. The crust will be offered later
exaggeration,” said JP LaRussa, general manager of Zachary’s this year through Sysco, he said. “We know restaurateurs are
Chicago Pizza in San Francisco. “There is enough demand that we busy, we know labor is killing them and we know that when they
make it every day, but I don’t see it getting much bigger.” get requests for whole-wheat pizza, they don’t have time to make
Zachary’s customers looking for healthful options, LaRussa a special dough. This is perfect for them.”
added, tend to choose leaner toppings, such as baked chicken Peter Reinhart, an instructor at the Charlotte, N.C. campus of
and vegetables. Johnson & Wales University, said whole-grain crust development
is blooming at the operational level. During a recent visit to Camp
“
Bread, an event where some 250 bakers shared techniques on
Bundling a healthful pizza rendering new flavors from ancient grains, he saw just how much.
with complementary items “The way these bakers are bringing out sweetness and flavor
from flours has great implications for pizza crusts,” said Reinhart,
on a menu, such as salads, author of numerous books on baking, including, “American Pie:
My Search for the Perfect Pizza.” Developing those whole-grain
vegetable side dishes and crusts, he added, will take a pizzaiolo who’s dedicated to his
dough. “It has to be well executed. People will try something good
diet drinks, will draw for them once, but they won’t return to it unless it has good flavor.
”
added attention. With what I’m seeing now, that’s possible.”
Profitable positioning
Clarence Scott, president, of Spokane, Calif.-based A.C. While many operators have added healthful pizzas to their
LaRocco Pizza Company, said his company’s line of heart-healthy menus, few have promoted them effectively. Since customers are
pizzas center on the benefits of high-fiber, low- to no-gluten used to pizza as usual, something different likely won’t stand out
crusts. Though not its true target market, many of its customers without special emphasis.
are gluten-intolerant and/or diabetic. That starts with a clever or catchy name that is something
“Probably 30 percent of the population is really health-con- customers instantly know is a healthful option. Where possible,
scious, somebody who, when they go to a restaurant, may order consider unique menu headings or different-colored type to make
healthy foods,” said Scott. “We expect that number will grow over the item stand out.
time.” Bundling a healthful pizza with complementary items on a menu,
Chapter 8
such as salads, vegetable side dishes and diet drinks, will draw
added attention. Doing so also allows the customer to choose
quickly (think of bundled meals on drive-thru menu boards).
Having nutritional information handy for those items also helps.
List calories, fat and carbohydrates, even Weight Watchers points
if you know how to calculate them.
Wherever possible, said Blake, make it easy and affordable for
dieters to dig in at your pizzeria.
“Since people are not going to give up pizza — nor should
they — what we need to do is make eating healthy fit into their
lifestyles,” she said. “Don’t make it more expensive to eat healthy,
make it a bargain. Don’t penalize them for buying a healthy choice,
rather, reward them.”
Chapter 9
M U LT I T A S K I N G T O P P I N G S | Develop new menu items from toppings on hand.
A
good way to ensure food inventory is rotated often is to To get a good feel for whether you can cross-utilize a new
cross-utilize as many items as possible on your menu. If topping, ask your distributor or toppings provider for samples and
you already have a pre-grilled chicken strip on the make suggestions. Most have menu ideas and proven, tested recipes,
line for pizza, using it in a salad or on a sandwich broadens the not to mention a good idea of developing marketplace trends.
menu without lengthening the inventory sheet. It also tends to Meantime, just experiment with new ideas. Paul Conner, owner
tighten food cost because it reduces weight. of Choo Choo Charlie’s Pizza in Dubuque,
Mark Ulrey, vice president of marketing for four-unit Flyer’s Iowa, wound up drawing on his existing
Pizza, pointed to an added benefit of cross-utilization: “It creates inventory when he developed a concept
some excitement for the broker and the manufacturer, which gets called Rhino’s. The restaurant, which is
us a better cost when we start moving cases for them.” connected by a doorway to Choo Choo
Charlie’s, serves up high-end sandwiches,
Ulrey said before his company adds a new pizza topping item burgers and pastas. The main elements in
to its inventory, the staff works to use it in multiple applications. Rhino’s gyro salad, taco salad and chicken
Some examples: salad all come from the toppings line at the
• Bacon: pizzas, subs, salads pizzeria.
• Grilled chicken: pizzas, subs, salads “I just like to experiment and tinker with
• Ham: pizzas, subs, salads the menu,” Conner said. “And it made
• Salami: pizzas, subs, antipasto salad sense to use the ingredients I already had
• Turkey: subs, salads. in my operation to develop new things. That
• Pepperoni: pizza, subs, antipasto salad doesn’t work in every case, of course, but
• Mushrooms: subs, pizzas and salads worked in some areas of Rhino’s menu.” Toppings, such as meatballs, go well on a sandwich, too.
• Steak: pizza and subs Photo: iStockphoto.com
“We try to figure out how to make each product extend itself Buffalo Chicken Salad
past the one application we brought it in for,” Ulrey said. “We use 1 small head of romaine lettuce, chopped medium
steak for a Philly steak pizza and our steak sandwich, and our 1/4 cup carrots, shredded
marinated chicken goes on salads, subs and pizzas.” 1 rib celery with greens, chopped
2 ounces ranch dressing
Looks matter 1.5 ounces blue cheese crumbles, divided
1 ounce hot sauce at room temperature
In principle, most toppings can be cross-utilized, but in ac-
6 ounces pre-grilled chicken strips
tuality, that’s not always the case. Diced pepperoni is great for
preparation speed on the make line, and it makes spicy, unique
Toss vegetables and place in serving bowl.
breadsticks a snap. But it likely won’t work on a sandwich or look
impressive on an antipasto platter. Steak strips are great on pizzas Blend ranch dressing and half the blue cheese crumbles; set
and do well on sandwiches, but if they’re not too convenient for aside.
customers if they require a knife to reduce them to fork size in a In a standard oven or microwave, heat chicken strips until hot,
salad bowl. then toss in hot sauce.
Chapter 9
Pour ranch-blue cheese dressing on salad greens. 8 wedges tomato

With tongs or slotted spoon, remove chicken strips from hot Yogurt salad dressing:
sauce and place atop salad. 1 cup plain nonfat yogurt
Garnish with remaining blue cheese crumbles and serve. 1/4 cup mayonnaise
2 tablespoons dill, fresh, chopped or dried dill weed
Serves 1 2 tablespoons lemon juice
Southwestern Steak Sandwich Mix salad dressing ingredients in bowl.

4 ounces pre-grilled steak strips Refrigerate until ready to use.
(Pre-grilled chicken strips can be substituted for steak strips)
1/2 ounce green pepper julienned In large mixing bowl, combine lettuce, cucumber and red onion.
1/2 ounce onion julienned Add 1/2 of salad dressing and toss to coat lettuce.
1 ounce canned, chopped green chiles, drained In separate mixing bowl, combine gyro topping with remaining
1/2 tablespoon chopped fresh cilantro salad dressing.
1 tablespoon cooking oil (olive oil or butter will work just as well) Divide lettuce and onion mix evenly among 4 large chilled
1 hoagie roll plates. Top each serving with equal amount of gyro, olives and
2 ounces shredded Monterrey Jack or mozzarella tomatoes. Serve at once.
In a sauté pan over high heat, heat oil and cook peppers and Serves 4
onions until translucent. (This step can be done in bulk in anticipa-
tion of multiple orders. Be careful to cool the vegetables to stop
Baked Ziti with Sausage*
them from overcooking.) 1 tablespoon olive oil
1/4 cup yellow onion, chopped finely
Add steak and cilantro to pan and cook 1 minute.
12 ounces Premoro Bias-sliced Italian Sausage Links, 92672
Spoon mixture onto open-faced hoagie roll and top with cheese 3 cups tomato puree or all-purpose ground tomatoes
and chiles. 2 teaspoons oregano, dried and crumbled
Bake in oven until cheese begins to brown and bread is lightly 2 teaspoons basil, dried
toasted. 8 ounces ricotta cheese
1 teaspoon salt
Serves 1 1/4 cup fresh parsley, chopped
1/2 cup Parmesan cheese, grated
Gyro Salad* 1 pound ziti or penne pasta
8 cups Romaine/iceberg lettuce, chopped 8 ounces part-skim/low-moisture mozzarella cheese, shredded
1 cup cucumber, peeled, seeded and cubed
1/2 cup red onion, chopped Preheat oven to 400 F. In a large saucepan over medium heat,
16 ounces Premoro Gyro-Style Beef Topping, 30029, thawed warm olive oil 1 minute. Add onion, cook and stir until soft. Add
1 cup Kalamata or black olives sausage, cook and stir 2 minutes. Add tomatoes, oregano and
Chapter 9
basil, and simmer sauce over low heat while preparing other
ingredients.
In a large bowl, combine ricotta, parsley, salt and Parmesan; set
aside.
In large pot of boiling, salted water, cook pasta until not quite
al dente. (It will cook fully during baking.) Drain pasta well and
combine with cheese mixture.
Remove sauce from heat, cool 5 minutes and then add to pasta-
ricotta mixture, combining well.
Pour mixture into 4- to 5-quart baking dish or pan and level top
with spatula or spoon. Spread mozzarella evenly over pasta and
bake until cheese begins to brown and sauce bubbles, about 20
minutes. Let stand 5 minutes before serving.
Chef’s note: Instead of using a regular baking pan, you can use
a 14-inch by 2-inch-deep pizza pan.
Serves 6 to 8
*Recipes courtesy of Burke Corp.
Chapter 10
BREAKFAST PIZZA | A menu item whose day is dawning.
I
t’s a good bet that when you say “breakfast pizza,” most people Hoping to drive morning traffic to its shops, Papa John’s began
envision a meal of last evening’s cold leftovers, not a freshly testing breakfast pizzas in Louisville, Ky., and Memphis, Tenn., in
baked pizza topped with scrambled eggs, ham and green 2005. To date, the company said its best performance has come at
onion. shops in urban areas with heavy foot traffic.
But breakfast pizzas are sold daily in hundreds of U.S. c-stores, “What we’ve learned is breakfast pizza will probably
and as burger chains have proven for years, people love to buy only work in settings geared toward office workers,” said
breakfast away from home. So is it such a far-fetched notion for spokesman Chris Sternberg. “The bigger opportunity at
the pizza industry to take a stab at the breakfast daypart — a time breakfast is in the form of catering, where we deliver break-
when most operations’ doors are closed? fast pizzas as a morning meal for a meeting.”
Not for Happy Joe’s Pizza & Ice Cream. The Bettendorf, Iowa, Sternberg said office personnel like the pizzas because,
chain started testing breakfast pizzas several years ago, when unlike pastries, muffins and fruit, they’re a hot breakfast
founder Joe Whitty began experimenting in the kitchen. Whitty’s item that can be delivered.
pies were so good that friends and family urged him to sell them to
Interestingly, Drake said breakfast pizzas hold up better
customers.
during delivery than traditional pies. “And we only use
Unsure the idea would fly, the semi-retired Whitty let his son, regular insulated bags, not the heated ones.”
Larry, develop the product. The tests went so well that breakfast
service was added to the company’s new restaurant concept, Getting the concept
Happy Joe’s Cafez.
Operationally, adding breakfast pizza isn’t that difficult.
Other than pasteurized scrambled eggs, most of the top-
“
pings on the make line remain the same.
Office personnel like the
Liz Hertz, marketing manager for Burke Corp., pointed to a
pizzas because, unlike pastries, wide variety of meat toppings available that are well suited
for breakfast pizzas.
muffins and fruit, they’re a
“You could use everything from traditional breakfast-fla-
hot breakfast item that vor, sage-type sausage, to bacon bits, to Canadian bacon or
”
ham with pineapple,” she said. “You can be even more cre- Joe Whitty, founder of Happy Joe’s Pizza &
can be delivered. ative and add chorizo to make a Mexican-style breakfast pizza.” Ice Cream, believes the chain’s Omelet Pizza,
served at breakfast, is as good as the leg-
The challenge of selling breakfast at a pizzeria, said Larry Whit- endary Taco Pizza he developed in the ‘70s.
Heather Drake franchises a Happy Joe’s in Freeport, Ill., where ty, Happy Joe’s president, is helping customers get the concept. Photo courtesy of Happy Joe’s Pizza & Ice Cream
she said breakfast pizza is taking off. During testing, he found that patrons who regularly visited the
company’s 65 family-centered restaurants at night rarely returned
“Our customers are in the mind-set of a breakfast pizza they
in the morning.
can pick up at a convenience store,” she said, adding that break-
fast pizzas make up 8 percent to 10 percent of her overall pizza When the company introduced breakfast at new units, however,
sales. “So when they taste our omelet pies, they’re blown away.” guests made the mental shift more easily, even already-established
Chapter 10
BREAKFAST PIZZA | A menu item whose day is dawning.
Happy Joe’s markets. “They didn’t have to overcome thinking, ‘Is while opportunity to generate positive sales growth.”
this Happy Joe’s?’” Whitty said. How much longer Papa John’s will invest resources into its
Marketing breakfast pizzas also is different from hawking tra- breakfast test is unknown, Sternberg said. Even if the extra sales
ditional pies, said Sternberg. Since Papa John’s hasn’t promoted provide a good return on investment, he said it’s not likely break-
the offering like it might a system-wide pizza launch, local-store fast will spread to many other Papa John’s markets.
marketing comes into play. In the early stages of Papa John’s test, “We don’t expect this to be a system-wide product,” he said.
operators visited businesses to give out free samples and collect “We have a limited number of truly urban restaurants, which is
business cards. Now follow-up calls and faxed menus keep busi- where this works best.”
ness operators mindful of the new offerings.
Happy Joe’s is much more optimistic, and mostly because the
Drake also said the bulk of her breakfast business comes chain’s breakfast menu offers customers several options, includ-
from other businesses, but she said the number of deliveries to ing hot pastries, scrambled egg dishes and premium coffee. No,
residences is increasing. During the fall, Whitty said Saturday it’ll never draw morning crowds like a Denny’s, Whitty said, but
morning business is picking up. Drake sees breakfast becoming a significant long-term revenue
“We’ve also noticed over the last two years that during football driver.
season, a lot of tailgaters headed to games will stop and grab “I would say 20 to 30 percent is going to be breakfast sales
three or four omelet pizzas and a half-gallon coffee tote,” he said. alone,” she said. “Other Happy Joe’s franchisees keep asking how
“That it’s catching on like that tells us there’s a lot more potential it’s going for us, and I keep telling them it’s great.”
for it.”
Hertz found another potential marketing opportunity in the
results of a study on egg consumption. According to research by
Wayne State University, eggs have a 50 percent greater “sati-
ety index” than cereal or bread. Test subjects who ate eggs for
breakfast ate, on average, 274 fewer calories per day. “That really
speaks to adding eggs back to our diets, and pizza’s a great way to
do it,” she said.
Plan wisely
In a tight-margin business like pizza, Hertz advised operators
mulling a breakfast option to consider every angle before leaping
in. Prepare a business plan, she said, that details potential gains
and losses, and research your normal market to see if customers
really want it.
“They have to ask themselves how they’re going to bring traffic
in and who their breakfast customers will be,” she said. “Even if
the idea doesn’t sound like a slam dunk, it’s probably still a worth-
Appendix A
APPENDIX A | Related Stories from PizzaMarketplace.com
New product rollouts shine positively on Pizza Inn’s “large” 15-incher) that with a cardboard cross placed
in the middle to keep the pizzas separate. Boxes are assembled in
Pizza Inn the stores.
Working to reverse its negative sales trends, Pizza Inn is rolling
Meisenheimer said operators participating in last year’s tests
out new products, including the 4 Pack Sampler.
faced some executional hurdles, such as the labor required to
By Steve Coomes, Senior Editor make four pizzas in place of one. But with good communication
PizzaMarketplace.com through regular conference calls, they fixed the problems.
“
Pizza Inn is hoping a combination of new products and cost-
cutting measures will help reinvigorate profits and growth at the
struggling 400-unit company, headquartered in The Colony, Texas.
Our franchisees have been
In early May, the company cut some 20 members from its extremely useful in helping
corporate staff and earmarked the estimated $1 million savings for
franchisee benefits.
work out these issues. From an
Most significant, however, was the chain’s late May roll-out of operational standpoint, this
a new 4 Pack Sampler pizza, essentially a four-mini-pizza offering
analogous to Pizza Hut’s hugely successful 4forALL. A take-and- promotion is doable and we’re
”
bake pizza is in test markets as well, and the company has plans
for additional new products.
executing it extremely well.
That’s all good news to Pizza Inn stockholders, who see the – Danny Meisenheimer, Pizza Inn
activity as signs the company’s board battles are behind it and
that it’s focused on growing sales and unit numbers.
Since the Sampler is an optional menu addition, not all the
“Whether the new pizza is going to be successful or not, I
chain’s 320 U.S. units are selling it.
don’t know, but it’s great that the company is coming up with new
things,” said stockholder Sterling May, a broker for May/South- “Right now, we’ve got about 50-percent participation,” Meisen-
west Securities, Inc. in Dallas. “I think the consumer wants to see heimer said. “It’s clear a lot of operators want to watch and see
variety, change and innovation.” how this goes before they do it.”
According to Danny Meisenheimer, vice president of marketing The Sampler is not on the menu in any of the chain’s 80-plus
at Pizza Inn, variety made the 4 Pack Sampler a hit in the chain’s international units
Missouri and North Carolina test markets. The $12.99 offering fea-
tures three savory pizzas and one sweet one, called the Dessert Four-runner?
Stromboli. Customers get their choice of two crusts (pan or thin) While Meisenheimer expects some will view Pizza Inn’s Sam-
and three toppings per pizza. Unlike Pizza Hut’s square 4forALL pler as a coincidentally close cousin of the 4forALL, he said the
product, the Sampler’s pizzas are 8-inch rounds. item wasn’t a “we too,” knee-jerk reaction to Pizza Hut’s January
The finished product requires a 16-inch box (1 inch larger than 4forALL rollout.
Appendix A
“We started the testing process last summer, and as you know, India Pizza Huts get spicier Chettinad
things like this don’t just suddenly appear,” he said. But is the 4
Pack Sampler a forerunner to the 4forALL? “Well, we won’t lay pizzas
claim to that.” This news item first published March 1, 2004
According to May, the release of the nearly yearlong effort
AHMEDABAD, India — Pizza Hut has expanded its Pan Hindu-
is — coincidentally or not — nicely timed on the heels of the
4forALL. In Texas in particular, where both companies are head- stani menu with the launch of Chettinad pizzas.
quartered, May said customers commonly confuse Pizza Inn and According to the Business Standard, toppings on the new pies
Pizza Hut, and that Pizza Hut’s well-funded ad campaigns tend to are influenced by traditional south Indian flavors centered on
benefit Pizza Inn.
spices, peppers and chilies. The Chettinad range will complement
Will the success of Pizza Hut’s four-square feast be the rising the company’s tandoori range launched a year ago.
tide that floats both companies’ ships? If history repeats itself,
“
May thinks it could.
“People within the company have told me in times past that Pizza Hut will definitely
customers would walk in to a Pizza Inn and ask for whatever new
thing Pizza Hut had just put out,” May said. “So in some cases, come out with more
Pizza Inn had better have what Pizza Hut was doing” or the cus-
tomer left.
regional flavors in
”
the near future.
Spicy tuna, prawns and crab on the menu – Raghuvesh Swarup, Pizza Hut India
in Brunei
BRUNEI — Pizza Hut stores here are selling special “Tuna & the Among the new offerings are the Veg Nilgiri, the Deccan
Gang” pizzas topped with tuna, crab and prawns. Chicken, the Dakshin Paneer and the Southern Supreme.
According to the Borneo Bulletin, the seafood pizzas are selling Pizza Hut has very high hopes for the new lineup; it expects
at an introductory price of $12.90 (U.S. $3.40) for a regular pan sales will rise by 45 percent by the end 2004.
pizza and $18.90 (U.S. $4.97) for a large pan.
“Within a short period, we have the tandoori range and the
For customers not fully ready for seafood toppings, Pizza Huts
Chettinad range, which will be permanent features of our menu
here offer the SPLITZZA, which allows them to order half the pie
topped with seafood and the other half with more familiar toppings at every Pizza Hut outlet,” said Raghuvesh Swarup, marketing
... such as sesame chicken. manager at Pizza Hut India. “Pizza Hut will definitely come out
with more regional flavors in the near future.”
According to the report, the Tuna & the Gang toppings are best
enjoyed when seasoned with tom-yam, a special hot-and-sour The chain’s officials also say Pizza Hut plans to add 30 Indian
paste made from old-world pizzeria standards hot chili, galanga outlets this year to its current total of 70. One of those units, the
root, citrus leaves, lemon grass, sugar and soy oil. report said, is a completely vegetarian outlet.
Appendix A
Pizza Hut trimming fat with new Fit ’N (chicken or ham) and two of six fresh vegetables (green pepper,
red onion, mushroom, jalapeno, tomato and pineapple). Customers
Delicious pizzas also may choose one of six set recipes: Diced Chicken, Red Onion
This news item first published October 15, 2003 & Green Pepper; Ham, Pineapple & Tomato; Tomato, Jalapeno &
Mushroom; Green Pepper, Red Onion & Tomato; Ham, Red Onion
DALLAS — Industry giant Pizza Hut began a nationwide rollout & Mushroom; Diced Chicken, Mushroom & Jalapeno.
of its new Fit ‘N Delicious pizza line today in response to what it
called “a growing consumer focus on lower-fat foods.” Pizza Hut also announced it will begin offering bagged, family-
size salads in six markets (Orlando, Las Vegas, Salt Lake City,
According to a news release, the new pizzas have half the Minneapolis, Duluth, Minn., and Rochester, Minn.) in November.
cheese of the company’s regular Thin ‘N Crispy pies, and they The salads, which serve four, include romaine and iceberg lettuce,
use leaner meat toppings. The overall fat reduction is about 25
cabbage and carrots with regular or fat-free ranch dressing. The
percent, the release said.
salads will be available for carryout and delivery and priced at
Depending on available toppings chosen, a slice (both 12-inch $2.99 in the four markets.
and 14-inch sizes) of the Fit ‘N Delicious pies contains between 3.5
“Moms told us they wanted a solution to the dinner dilemma:
and 5 grams of fat.
providing a convenient, balanced meal. These new, bagged salad
In the release, Pizza Hut Chief Marketing Officer Tom James kits give moms an easy, prepared, fresh solution that comple-
said the company added the pies as a consideration for “con- ments our pizzas,” James said in the release.
sumers’ changing lifestyles and (to) provide them with lower-fat
alternatives … .” *In other Pizza Hut news, the company has broadened its
P’ZONE offerings to include a Honey BBQ Chicken selection.
To make the lower-fat numbers work, customers can select
The new sort-of sandwich is available for $2.99 with the purchase
up to three of eight toppings offered, including one lean meat
of a large pizza at menu price, or by itself for $5.99. The product
intro will run from Oct. 19 to Nov. 22.
“ Moms told us they wanted

a solution to the dinner dilemma:
providing a convenient balanced
Survey says Aussie pizza independents
top pies heavier than chains
meal. These new, bagged salad BRISBANE, Australia — A Choice magazine survey released
this month revealed that higher-end pizzas made by independent
kits give moms an easy, operators were topped more heavily than comparably named or
priced pizzas made by chains or grocers.
prepared, fresh solution that According to a report in the Courier-Mail, Choice compared
”
complements our pizzas. more than 120 fresh and frozen pizzas from Pizza Hut, Domino’s
Pizza, Eagle Boys, Pizza Haven, four independent makers and a
— Tom James, Pizza Hut variety of supermarket brands.
Appendix A
“
The toppings did not include tomato sauce or cheese, but the
survey found the independents’ pizzas (which were typically more Like the slow-emerging burn
expensive than the others’) were “a lot more generous.”
of a hot pepper, America’s love of
Toppings on pizzas from independents made up more than 25
percent of the total pizza by weight, compared to about 15 percent Latino foods has grown steadily
of pizzas from large chains. And while supermarket pizzas were
the least expensive, they also were topped the lightest. Their top- from nascent to red hot over
”
pings accounted for about 10 percent of the total pie.
the past two decades.
The survey also found that most chain “supreme” pizzas had
only one piece of pepperoni per slice, whereas independents had
several pieces.
the company’s two units. The pizza combines a zesty chipotle
Australian Consumers’ Association food policy officer Clare sauce topped with pre-grilled and sliced chicken, green peppers,
Hughes said the results from the chains were “too close to say onions, fresh Roma tomatoes, Asiago and mozzarella cheeses. A
that there’s any difference” in their overall products. garlic sour cream sauce comes on the side.
Steve Hall an independent operator with 30 years of pizza But he doesn’t credit all of the fajita pizza’s appeal to America’s
experience, said the most important aspects of toppings were growing hankering for heat. The increased popularity of Asian and
combination, flavor and texture. He also pointed out that, while it’s Latin American cuisines — especially Mexican — is helping drive
good to have ample toppings, too much can be a problem. the trend.
“It will lose the ability to cook properly,” said Hall, who owns “There’s no question people are demanding more spicy foods,”
the Kookaburra Café in Brisbane. he said, adding that offering stronger-flavored selections to his
menu is boosting business. “It’s attracting a customer who wants
to try something unique. They want different flavor profiles and
Mexican is hot! that usually means something spicier.”
By Steve Coomes, Senior Editor Northern migration
PizzaMarketplace.com
Like the slow-emerging burn of a hot pepper, America’s love of
It’s been said that some like it hot, and it appears that group’s Latino foods has grown steadily from nascent to red hot over the
numbers are growing. past two decades. Tacos and burritos have been mealtime main-
“Customers are asking more for crushed red pepper now than stays seemingly forever, but the work of restaurant chefs digging
I’ve ever seen,” said Tony Palombino, founder and franchisor of deeper into the roots of Mexican foods has revealed the nuances
Tony Boombozz Pizzeria in Louisville, Ky. “People will come in and of that country’s cuisine.
ask, ‘What’s your spiciest pizza?’ or ‘Can you give me some hot The tastes of old Mexico, therefore, have migrated onto pizzas:
sauce?’” first with taco meat, and now with fajita pizzas like Palombino’s.
That’s good news for Palombino, who launched a chicken fajita Liz Hertz, marketing manager for Burke Corp., a Nevada, Iowa-
pizza several months ago. It since has become the top seller at based toppings manufacturer, said multiple factors are stirring
Appendix A
desires for those flavors, not the least of which is growth in the OPERATIONS: Pizza toppings price trend
number of Hispanics migrating to the United States.
shows no sign of reversing
“That increases the interest in Latino foods by increasing
awareness in those cuisines within the (non-Latino) population,” By Steve Coomes, Senior Editor
she said. “As people look for authentic Mexican or Hispanic PizzaMarketplace.com
foods, they inevitably take those flavor profiles and integrate them Outside of banana peppers, mushrooms and
into other foods.”
onions, there’s hardly a topping on the make line
Burke has sold fully cooked taco meat toppings to pizzerias whose price hasn’t pierced record levels some-
for years, as well as fully cooked, seasoned chicken strips for time in the last 12 months.
fajita-style pizzas. It recently added a chorizo-style pork topping,
The agricultural damage done by four Florida
which Hertz said goes exceptionally well with roasted vegetable
hurricanes pushed tomatoes and green peppers
toppings.
to an unimagined height of $55-per-case in some
“It really brightens up other toppings,” she said. “It also lends areas, while 2004 beef and pork toppings prices
itself well to different cheeses you don’t always find on a pizza, increased an average 20 percent over 2003.
like Monterey Jack. I think it would go really well with a smoked
But while veggie toppings prices have returned
provolone.”
to more normal averages, the costs of beef and
pork haven’t declined and likely won’t — ever,
some say. Multiple factors including Mad Cow
Figaro’s Pizza introduces buffalo-meat scares in the United States and Canada, strong
pepperoni export demand for pork and the lack of a net
increase in the country’s beef supply — despite
SALEM, Ore. — Figaro’s Pizza, the nation’s largest chain in the growing domestic demand — will keep prices on
“We Bake or You Bake” segment of the pizza industry, announced the upswing for the foreseeable future.
June 2 in a news release the addition of buffalo pepperoni to its
Relative to beef, Citigroup Smith Barney
list of pizza toppings. The topping will be available at Figaro’s loca-
believe “cattle prices appear poised to move
tions in Oregon and Washington through July 31.
generally higher over the next several years (and)
Photo courtesy of Burke Corporation
Not to be confused with buffalo-style pizzas — which are we would argue that it is unlikely that prices will
intended to taste like a buffalo wing — that other chains and up- return to levels” prior to 2003.
scale restaurants are featuring, Figaro’s new pepperoni is actually
made with buffalo meat. Where’s the beef?
Jerry Doty, national director of marketing for Salem-based Odd as it may seem, the high consumption of beef by Americans
Figaro’s Pizza, said, “There’s a rising trend in foodservice towards is affecting prices of other food commodities. When beef prices
incorporating buffalo into dishes. Hungry customers want new increase, consumers usually seek alternative proteins, such as
tastes, textures and buffalo offers that. It’s a delicious, dense red pork and poultry, which affects supplies of those products accord-
meat, rich in flavor and low in sodium.” ingly.
Appendix A
But the simple forces of supply and demand don’t explain cur- The domino effect on pork
rent beef prices adequately, said Don Seaton, trading manager
Fearful of Mad Cow and unable to import American beef, Far
for Burke Corp., a pizza toppings manufacturer in Nevada, Iowa.
East nations increased imports of U.S. pork, which tightened
Current U.S. beef prices are the product of multiple influences, not supplies in the U.S. Pork supplies were pressured even further by
the least of which was the discovery of a case of Mad Cow in the American consumers seeking alternative proteins in the face of
U.S. in December 2003. Almost immediately, Japan and several rising beef costs.
other foreign countries cut off U.S. beef imports, leaving produc-
According to the January 2005 Pork Outlook report published
ers unable to sell to their most profitable markets.
by the USDA’s Economic Research Service, pork prices likely will
The loss of the Japanese market dealt a profound blow, Seaton continue rising because pork producers aren’t increasing sup-
said, because its customers regularly bought the most expensive plies. “Many analysts expected that the high hog prices enjoyed
and highest-margin meat cuts. Unable to reap those historically by producers in 2004 would cause them to gear up to expand
high profits, beef producers had to increase prices on less costly production in 2005. Instead … the anticipated expansion … is not
cuts to balance the profit scales in the domestic market. yet under way.”
“Those higher-priced cuts are the ones that really help carry … Authors of the January report were optimistic that beef supplies
the packing industry,” Seaton said. “So when you lose a market might increase in the first quarter of 2005 and lead consumers
like Japan, you have to maintain higher costs to keep yourself in a to buy more beef. But by March, the researchers changed their
profitable picture.” tune. Not only were first-quarter pork exports 25 percent higher
than the comparable period in 2003, “high beef prices in particular
Beef supplies had already begun tightening in the wake of — from lower supplies of cattle — will support domestic pork
Canada’s own Mad Cow discovery in May of 2003, which cut off demand for the next year or two.”
cross-border exports to U.S. packers. But according to Citigroup
Smith Barney, the shrinking supply problem has brewed for Seaton concurred on all counts, saying pork producers are
slaughtering the same number of hogs weekly they did nearly a
decades. “(T)here has been no net increase in (the beef) sup-
decade ago, but now they’re enjoying much higher prices.
ply in nearly 30 years,” read its March 2005 restaurant food cost
report. The primary issue behind increasing beef prices, the report “In 1998, we had trimmings that cost sometimes in the single
continued, “is not imports or exports, but supply.” digits and the teens. But now we’re in that 60 to 70 cents range
for lean trim, and in that 35-40 cent range for fat pork,” he said.
As is the case with any commodity, when the market loses its “That’s purely a function of export demand. You still have people
supply-to-demand balance, price volatility is the result. Seaton to feed worldwide, and pork seems to be the meat of choice at
said that describes the state of the beef industry today. this point.”
“The market is pretty well unbalanced right now, so it’s always
changing,” he said. Meat packers, he added, have become Affect on pizza
highly skilled at stemming or increasing the flow of product to the Toppings price increases hardly compare to cheese price
marketplace in order to affect prices. “They’re not afraid to adjust increases, but when pressed against already razor-thin margins,
their kills very quickly, and they have to do that because their a boost of 15 percent to 20 percent ($8 to $10 for a case of pep-
profitability changes so fast.” peroni, for example) is noticeable.
Appendix A
Traditionally resistant to raising pizza prices, many operators part of a year, consumer research has shown a deepening decline
are addressing the problem more directly by increasing prices on in the sales of low-carb products in groceries and restaurants.
meat toppings added a la carte. However it’s done, a menu price According to an article in QSR Magazine, research done by the
increase of some sort appears necessary if current forecasts are NPD Group found low-carb dieting peaked in January 2004 when
accurate. 9.1 percent of Americans followed the fat-and-protein-friendly
Seaton said he doesn’t envision prices dropping anytime soon, plan. A mere 11 months later, that number was
rather he expects volatility to rule the day for a long time to come. two-thirds lower.
“Markets and the things that affect them are changing all the Whether that means people have grown wiser
time now, and all that has to enter into your decision making,” he and will cease blaming carbohydrates for their
said. “Sometimes you think something significant is happening in dietary downfalls is doubtful. One need only
the marketplace, you get a little bullish on something, and then hearken back to the fat-free fad of the 1990s to
three days later you’re bearish. That’s just the way it’s been for the see how easily folks are sucked into any notion
last year and half.” that sounds like a quick fix for flabby fannies.
What is clear is low-carb is at a low ebb, and
one can only hope the over-focus on such diets
Lessons from the low-carb craze will die a quick death.
By Steve Coomes, Senior Editor
PizzaMarketplace.com
Lessons learned
You’ve got to admit it, the low-carb craze
Last week, while watching the University of Louisville Cardinals
packed a heck of a punch. Diet books topped
(yes, I’m a proud alumnus) claw their way into the NCAA Final
best-sellers lists and their authors/shills were the
Four, I was struck by a commercial for low-carb yogurt.
darlings of the talk-show circuit. Everyone yam-
“Low-carb?” I asked my wife. “That company’s a little behind mered on about protein-heavy diets, which gave
the curve, don’t you think?” virtual license to eat tons of fat. Cardiologists
“I guess somebody still wants it,” she said. didn’t know whether to cheer or cry.
“But who?” I asked. “Do you know anybody that’s doing Atkins Restaurants dumped buckets of bucks into the
anymore?” development of low-carb munchies and grocers
“No, I don’t guess I do,” she said after a long pause. carved out hunks of precious shelf space to
Photo courtesy of Burke Corporation
make room for the same.
Not only could I not think of anyone on a low-carb diet, I
couldn’t think of anyone who benefited from one. And yet, as the low-carb craze appears headed the way of the
leisure suit (if you’re too young to remember that, just ask your
And, yet, here was this flashy, expensive, prime-time TV com- parents) it appears all the frantic effort may have been for naught.
mercial touting the virtues of a naturally low-carb product — and At no time did low-carb diets gain a significant share of sales in
interrupting the greatest comeback in school history, I might add. either groceries or restaurants, yet they combined to make up the
I’d call that wasted marketing money, because for the better squeakiest of wheels beckoning for an undue amount of grease.
Appendix A
Well … in some foodservice segments, but not pizza. Overall, I Intyre, vice president of communications at Domino’s. “We offered
think the pizza business deserves a collective pat on the back for (the Carb Cruncher pizza) for a very short time, but we stopped
not going nuts over perceived low-carb concerns. Considering the it when people stopped asking for it. When there’s no demand,
carb-concentrated content of pizza crust, it would have been easy there’s no reason to maintain and promote a product.”
to panic and pursue low-carb options with reckless abandon.
But the facts never supported doing so — at least on a grand Some benefit
scale. Operators I talked to over the past two years said low- It’s my hope that the low-carb hubbub at least increased con-
carb pie sales typically peaked at around 15 percent during trial sumer awareness about eating in general. If it helped people refo-
periods, and then they slid into the single digits when most people cus on the benefits of a balanced diet — and not just eliminating
realized they weren’t that good. whole dietary components like carbs or fat — then it was worth it.
In the wake of the Atkins diet and because of looming lawsuits
“
by fat fascists, an increasing number of restaurant companies
What’s good is the [low-carb] have posted detailed nutritional information on Web sites, menus
and in stores. At the very least, the consumers who care about
product has opened some other what they’re eating are better informed. (Whether they make the
”
niche avenues for us. effort to use that info remains to be seen.)
The whole foodservice industry will do well to learn a few les-
— Tom Santor, Donatos Pizzeira sons from all of this.
1. Don’t react to diet trends in a knee-jerk fashion. Before you
“It went well when we introduced it, but it’s definitely not a go spending money to whip up a product that meets the latest
world beater for us,” said Tom Santor, company spokesman for food fad, ask your customers if they even want it. If some say
Donatos Pizzeira, which still sells its NoDough low-carb “pizza.” “yes,” find out how many really want it before committing to it.
Basically, toppings and cheese are piled onto a base of soy 2. Acknowledge that people want more healthful options, but
crumbles and baked. “What’s good is the product has opened don’t let that affect your core products, i.e. the horses that got you
some other niche avenues for us. People who can’t eat gluten, for were you are. Be wise and create a reduced-cheese, non-meat,
example, love that product. They tell us they’ve not been able to veggie-centered pie, bundle it with a salad and diet soda offering,
eat pizza for 15 years, and now they can eat pizza again. It’s sort of call it the Dieter’s Special and give it a quick-order number. (Post
a lucky strike on the original intention.” the nutritional information on it as well.) In this order-by-the-num-
Some, like Domino’s Pizza, abandoned their low-carb pizza bers industry, customers will appreciate the convenience of being
when it became clear no appreciable amount of customers able to make a taste and diet decision at a glance.
wanted them. If customers really speak with their dollars, then 3. Understand that customers are so easily taken in by diet fads
George Washington was barely whispering when it came to low- because they’re so woefully ill-informed. So take the leadership
carb pies. role and clue them in. Tout the whole-foods virtues of pizza; the
“Our instinct turned out to be correct, that people recognized combination of cheese, tomato sauce and bread make a whole-
pizza is a treat, not something you eat every day,” said Tim Mc- some meal, so say it.
Appendix A
4. Ironically, pizza companies didn’t suffer too much from the Chung’s Gourmet Foods, a Houston-based Chinese foods manu-
low-carb fad, and many operators I’ve talked to say that’s because facturer, has seen the possibilities of cross-utilization to broaden
their customers see pizza as an indulgence, not a staple. Custom- its appetizer line. Using the same elements required to produce
ers seem to understand that they need to eat well 80 percent of its handmade egg rolls, the company is developing a 3.5-inch-long
the time so they can have some fun with their food during the pizza roll.
other 20 percent. “The only real difference from our egg roll is we’re using sau-
So make it special for them. Make your product so memorably sage, pepperoni, cheese and pizza sauce inside a wrapper that’s
good that there’s no doubt in customers’ minds they’re returning been fried,” said Michele Ybarra, Chung’s product formulator.
to your place for that weekly treat. And mention it in your mar- “We’re always looking at products that utilize our core competen-
keting materials, too, by claiming yours is the best above all the cies and also provide a snack opportunity.”
rest. That’s a lot more compelling than just saying your pizza’s the
“
lowest priced.
Appetizers are a big
opportunity to increase sales
Same ingredients, broader menu
profitability because so many
By Steve Coomes, Senior Editor
PizzaMarketplace.com ingredients operators could
”
David Miller probably didn’t think his humble Peproni Roll was
all that exciting when he put it on the menu at DoubleDave’s
use are already in place.
Pizzaworks in 1984. All it took to make it was dough, cheese and — Liz Hertz, marketing manager,
pepperoni. Burke Corp.
Almost 20 years later, that exercise in cross-utilization is the
best-selling appetizer on DD’s menu, and a money-maker for the
40-unit chain. It just goes to show what can happen when an Appetizing ideas
operator views some common ingredients in a new light. There really isn’t a limit to what a clever operator can do with
“There’s no question it has created a unique niche for us,” said the ingredients on hand, said Liz Hertz of Burke Corp.
Chuck Thorp, chief executive officer at the Austin, Texas-based “Appetizers are a big opportunity to increase sales profitability
chain. Making the rolls is simple, but labor intense, he added. “I because so many ingredients operators could use are already in
don’t want to brag too much about them though, because others place,” said Hertz, marketing manager for the Nevada, Iowa, top-
will want to have it.” pings manufacturer.
Think about it: dough, cheese and pepperoni. What about Though unconventional, Hertz suggested operators who have
substituting sausage, Canadian bacon, marinated chicken or a taco pizza on the menu consider serving nachos for appetizers.
vegetables in the same item? Got a lamb topping for your pizza? Why not? The spiced meat and garnishes are already in-house.
What’s the chance you could roll it up with feta and onions and An Italian restaurant she once visited in Des Moines served Ital-
make a Greek pizza roll? ian nachos.
Appendix A
“They used pita bread cut into triangles and they layered them
with an Alfredo sauce, sausage and mozzarella cheese. It was
delicious!”
The trick to making an appetizer using familiar ingredients is to
ensure it doesn’t look like pizza, Hertz said. Otherwise it appears
as more of the same old stuff.
Consider cutting pizza dough into triangles and rolling them
tightly for baby crescent rolls. Cut the dough into larger squares
for mini-strombolis. (In both cases, seal the ends to resist leakage
of the stuffing.) Got a fryer in the house? Consider cooking thinly
sheeted dough-based appetizers in hot oil, just like egg rolls and
won tons.
Consider jazzing up your breadsticks by adding diced pep-
peroni, bacon or sausage to the dough. Think of how many pizza
companies have profited by adding cinnamon and icing to strips of
pizza dough.
Lastly, Hertz said, the quality and production of any pizza-like
appetizer or side item can be improved when fully cooked top-
pings are used.
“They ensure customers get a safe product, and it also can
speed up cook times,” she said. “It’s just another way of simplify-
ing the whole process.”
Appendix B
APPENDIX B | Vendor Listing
Abraham of North America Inc. California Avocado Commission Galileo Foods/Hillshire Farm & New York Style Sausage Co. Scala Packing Co. Inc.
254 Comly Rd 1251 E Dyer Rd #210 Kahn 408-745-7675 312-944-3567
Lincoln Park, NJ 07035 Santa Ana, CA 92705 800-669-4255
973-686-3700 714-558-6761 Original Crispy Pizza Boston Seville Imports, Inc.
Gills Onions 401-333-9558 262-970-0307
Acorsa USA Capitol Wholesale Meats 805-240-1983
925-283-1200 773-890-0600 Par-Way/Tyson Co. Sugardale Foods Inc.
Gold Kist Poultry 714-990-0107 P.O. Box 571
Adams Food Ingredients Ltd Casa Di Bertacchi Corp. 800-241-3972 Massillon, OH 44648
01538 399686 609-696-5600 Patrick Cudahy Inc. 800-860-6777
Grants Smoked Foods 1 Sweet Applewood Lane
ADM Milling/Pillsbury Flour Country Fresh Mushroom Co. 01900 818585 Cudahy, WI 53110 Swiss American Sausage Co.
Soy Meat Division 610-268-3033 800-486-6900 209-858-5555
8000 W 110th St Hormel Foods Corp.
Overland Park, KS 66210 Creekside Mushrooms Ltd. 507-437-5703 Perdue Farms Inc. Syracuse Sausage
217-451-7097 724-297-5491 410-543-3086 903 N. Highway 156
Jacobellis Sausage Co. P.O. Box 118
Agro Sevilla Diamond Tail Food, LLC 818-846-3940 Perfect Fry Company Ponder, TX 76259
703-723-0794 1777 South Harrison Street 403-255-7712 800-525-8540
Arla Foods Plc Denver, CO 80210 Landis Meat Company
0113 290 4419 303-759-3303 800-421-1565 Prairie View Industries, Inc. T & J Sausage
800-554-7267 714-632-8350
Armour Swift Eckrich Foodservice Danish Prime (UK) Ltd Liberty Bell Steak Company, Inc.
(ASE) 01622 674021 215-537-4797 Quaker Maid Meats Inc. The Fresh Olive Company
800-323-7349 800-932-1155 0208 838 1912
Dole Packaged Foods Co. Monterey Mushrooms Inc.
Avilton Foods Ltd One Dole Drive 831-763-5336 Redi-Cut Foods Truitt Brothers
01392 498111 Westlake Village, CA 91362 847-288-2200 503-362-3674
818-874-4573 Moody Dunbar
Battaglia Distributing Co 800-251-8202 Rich-Seapak Tyson Foods, Inc
312-738-1111 Fontanini Italian Meats 712-634-3052 800-424-4253
911 W. 37th Place Musco Olive Products
Bestfoods UK Ltd Chicago, IL 60609 2000 N. Schnoor Ave Rose Packing Company Inc. Veggieland
01372 472437 773-890-0600 Suite 102 65 South Barrington Rd 973-808-1540
Madera, CA 93637 Barrington, IL 60010
Blue Prince Mushrooms Ltd Frateline Sausage Company 209-830-3820 800-323-7363
01903 881385 888-813-3684
Mushroom Canning Co. Ruggerio Seafood Inc.
Burke Corporation Fresh Grill 610-444-6654 973-589-0524
P.O. Box 209 240 E. Dyer Rd
Nevada, IA 50201 Santa Ana, CA 92707 Mushroom Council, The Salett
800-654-1152 714-444-2126 209-523-1642 781-961-9900

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A PizzaMarketplace.

Choosing the Right Toppings for Your Pizza

Developed and Published By

INSIDE: Your complete guide to

pizza toppings trends, tastes,

cost, usage and marketing.

Appendix A | Related stories from PizzaMarketplace.com PAGE 35

Appendix B | Vendor listing PAGE 45

This document sponsored by:

a heaping helping of bias-cut Italian sausage links. According to Cost controls

For example, aside from approved seasonings and water, Italian

STANDARDS OF IDENTITY FOR TOPPINGS continued from page 10

W Ship it or shape it?

Moisture mess • Bell peppers: Roast in an oven at 500 F or

the way they do it (in Italy). It shows Studio City, Calif.

people that what they’re putting For the shell of it

Others place seafood below the cheese to avoid dehydration,

The two eyes God gave you Weighty matters

Cooking Method Yield True Cost

potential problems you can run into

be dealt on top of the pizza easily.”

Taco Meat - oz. 4 6 8 5.25 7.75 10.5 6.5 10 13.25 6 9 12 12 18 24

Pour ranch-blue cheese dressing on salad greens. 8 wedges tomato

Southwestern Steak Sandwich Mix salad dressing ingredients in bowl.

*Recipes courtesy of Burke Corp.

“ Moms told us they wanted

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