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April 2003
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What makes a wonderful pizza?
By Susanne Wilder, CFE
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Not only does a fantastic food technology (read: recipe formula) make a remarkable pizza, but merchandising the menu makes a massive difference too. Use the menu as a sales tool to eloquently, but succinctly, sell the pizzas and other menu items. Drop this menu missive off to local concierges and B&B's to add to their menu collection for their guests.
Of course, starting with the very best product you can deliver is important… and making a few signature items is too. My own culinary concepts and pizza ideas were once presented in the 1998 Las Vegas Pizza Contest, of which I was a judge. The winning pizza was based on a ranking of "FATTS" - flavour, appearance, taste, temperature and signature uniqueness. These are tools to take to your present day operation to review each menu item. That year it was a vodka cream pizza. How wild do you get with a new pizza profile? Many chains such as California Pizza Kitchen (www.cpk.com) have pages of unique and popular pizzas plus a fun, loud place to dine. To gain more ideas on successful products and tips check out their exceptional web site.
One such restaurant that meets the criteria on all fronts here is Little Creatures Brewing in Fremantle, WA. Their management A-team has a robust background in not only hospitality and foodservice, but brewing the micro-beers. Gourmet pizzas are, of course great with bee,r and even more so with micro brews at a higher price point, thus raising the average ticket sale. A healthier profit margin occurs with a more expensive beer, but perhaps not the sales volume. So a menu with a mix of beers, both traditional and local micro-brews, should serve you well. The Little Creatures lineup includes Bill Fogg, GM, Chef Mark Gill, supervisor Laura Phelps and Miles Hull, marketing guru who all brings a wealth of expertise to the overall concept.
As a food writer, pizza judge in Las Vegas and restaurant reviewer, I cover many of the elements and ingredients making up the perfect pizza and new ways to achieve soaring sales. By serving the best meal you can and utilizing the menu as a sales tool with great service and a fun place to eat, your sales are bound to escalate.
The team mentioned above took the time (two weeks) before opening to perfect their pizzas. Even the day I was there the culinary team was trying and tasting a new pizza for their menu mix (it's a secret!). The talented and handsome sous chefs, Paul Licco and James Costa, offered me a taste test too and lots of info about their cooking techniques and fresh local ingredients.
They use white gum or jar rah planks in their wood fired oven, which holds the heat and in a lengthy manner. The cooks are cross-trained from the pizza oven to the sauté station for variety and consistency. Laura Phelps and Chef Mark mentioned their perfect mix of a pizza was the thin crust, light unique, yet strong flavourful toppings cooked in a wood fired oven. Also, the pizzas are designed to their award winning beers and ales. For example; the Prosciutto Mozzarella and Thyme pizza tastes very well with Little Creatures pale ale; the strong proscuitto is a counterpoint of flavour to the citrus notes in the Pale Ale.
Micro-breweries in the States have been popular for decades with limited menus developed with the beers and ales in mind to compliment the food. Beer batter, breads, marinades and dressings are often made into the menu mix. Often these marinations, sauces, dressings and dips are sold as gourmet items to go along with fresh pizza dough (perhaps with beer in the crust).
Little Creatures finds word-of-mouth works best for them and they do little to no advertising. One strategic alliance that was quite a success though was with Western Potatoes. Con, the green grocer, who is actually comedian Mark Mitchell, is the WA Potatoes spokesperson. He was featured, complete with his thin Greek mustache, in many magazines and TV ads, sans charge. The pizza of course was wood-fired with potatoes along with rosemary and other signature ingredients. The agency for WA Potatoes approached them and a few other chefs. Chef Mark showed up for a nano-second on the TV ad, but it was free!
A local PR agency, or food product manufacturer with a budget, could help you out with table tents, staff buttons, brochures, ads and even TV commercials. Do you know there is an Avocado Commission, Turkey Federation, Vegetable Council and many more that you can work with to have cross promotions and strategic alliances? Get out there and network! We did a Berried Treasures signature dessert menu with the Strawberry Board every year as they came out in California. What local products can you highlight in their first harvest?
Special events at Little Creatures are planned by the owners and in the restaurant itself with catering from the menu such as for their free first year birthday party, New Year's Eve party, a La Boheme event complete with costumes and entertainment and upcoming children's cooking classes. They try to be a great place to eat and hang out for the locals, as well as the visiting guests (re: tourists). Again, Little Creatures is word of mouth with 70 percent of their customer base made up of locales. I know firsthand this is working; about six people told me when I was moving to "Freo" to go to Little Creatures as they had the best pizza.
Just yesterday I was in a café where the barista was telling another server that Little Creatures was the best restaurant in Fremantle. I asked what made it great. Barista Bob quickly replied, "Good grinds, cute babes and a hot hang-out." (Read: fine food, service and ambience).
The following is a sample of my review and coverage of all salient points to successful pizza and restaurant operations. This template will be of good use to check your foodservice operation against the benchmark used by reviewers as well as an evaluation and training tool for your staff.
RESTAURANT EVALUATION CRITERIA
T.M. - Fast & Fresh Cuisine
FOOD & BEVERAGE
Overall: Is this a restaurant whose food I could enjoy over and over without menu or palate burn-out? The food is the lynch-pin of the whole operation and is what the menu pivots from. I don't believe you can market garbage. They make money because they serve a good product and do the very best they can in every arena. Is the food itself wonderful, no matter the simplicity or sophistication of the restaurant? Evaluate the food in terms of the temperature, taste, variety, color, eye appeal, portion size and nutrition (Specific points): All ingredients are fresh. These elements are crucial for a successful operation with gourmet pizzas.
Is the food is cooked and presented exactly as ordered?
All ingredients in place as per menu copy, but a little sparse on the toppings.
Are seasonal foods offered?
Seasonal rotation pizzas are offered quarterly, also with seafood and mussels, chili mussels and crab and big ticket items in Perth. When rocket (arugula) is in season it's often placed in the centre of the pizza with bits of bleu cheese and thinly sliced pear with caramelized walnuts. Pumpkin pizza is another winner here and dukka tops it for added flavour and spice. Dukka toasted seeds and spices are usually served with olive oil and bread for dipping. When it's added as a topping to pizzas, to fish and vegetables, there is a powerful impact without calories or fat. Originally from Egypt and the Mideast, it's very popular in New Zealand, as well as the Eastern States. (For more information call 08 9336 2306.)
Is there is ample variety and appeal, making it difficult to decide which; appetizers, salads, entrees & desserts to order?
Rather limited, but for this type of concept, quite ample. Oysters Naturale and Kilpatrick are well-received here as well as the ever present chili mussels. Shared dishes or tapas are trendy too.
Is the menu too extensive or lacking variety?
The menu is fine for this type of microbrewery and open exhibition restaurant The chef has created some original signature dishes. I also tested a brunch pizza with eggs and bacon and various desserts. Sticky date pudding is always a winner with Chef Mark's variations of Créme Brulée. Desserts offer indulgent and moderate choices, including fresh fruit and low-fat, spa cuisine choices. The rhubarb cobbler, Créme Brulée, etc are a nice mix.
Does the restaurant reflect its region in its food & wine lists?
Absolutely. All menu items are developed with the beers in mind.
Are low-fat or low-cholesterol alternatives are offered?
They are not merchandised specifically and Little Creatures is most likely missing an opportunity here because their pizzas are low fat, light and nutritious.
Are there are at least three vegetarian dishes?
Yes, in nearly every category. Fremantle has a great contingent of vegetarians, Rastafarians, organic and eccentric, colorful characters. Thus Little Creatures knows and appeals to their customer profile. Vegetarian alternatives are much lower in costs, of course than meats and seafood, besides being part of the "mis en place" of most pizzas anyway.
Are food items simply and adequately described on menu?
The items are described without chichi, "fru fru yuppie speak". Wines and beers are interesting; with fine wines and moderately priced bargains. This is a famous award-winning microbrewery.
SERVICE:
Overall: Do I feel well cared for?
Yes, as soon as I walked in the door. Little Creatures does pair new servers with the veteran's for one week.
Is the service attentive to my needs, but not intrusive?
Fun, friendly, casual.
Did the service help me to relax and enjoy myself?
Here's an example: before my interview, I was sitting at a back table doing a lateral full arm yoga stretch. A waiter came up and asked if I was sore or simply tired and offered to massage my shoulders to relax and jumped right in. He turned out to be the general manager, and fellow yoga practitioner, Bill Fogg. Now that was a first!
SPECIFIC POINTS:
Was my server knowledgeable about the menu?
If specials of the day are described, commentary is brief and prices are included. Attention was directed to the chalkboards of fish specials and desserts too.
The wine list is simultaneously presented with the menu, and wine is suggested by the server. The server or sommelier is knowledgeable about the wines and the service is professional. I was more into the beers, though. They had a nice selection of Australian wines, although none from California or France!
PMQ
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