Pizza. Gordon Food Service. Essential

Transcription

1 Pizza Gordon Food Service Essential

2 contents 3 Operational Costs 5 Pricing for Success 7 Promoting Pizza 8 Pizza Components A Passion for Pizza The pizza business is highly competitive and you have a great challenge in establishing a solid customer base and a reputation worthy of repeat business. Many factors influence your business model: food and labor costs, pricing for profitability, go-to-market strategies, and the types of products that are best for your operation. Your approach to these business drivers will determine your market, shape your operation, and contribute to your long-term success. Whatever your approach, and whatever your need, Gordon Food Service has the solutions for a profitable business. We have the experience and expertise to help you determine your food costs, pricing strategy, marketing plan, and the products you need when you need them. The Essential Pizza Guide was designed to help you in all facets of your business to provide a solution for your long-term success.

3 Operational Costs Geometry of a Pizza Circle and the square. This is a fundamental principle of understanding your food costs. A 2-inch difference in the diameter of your pizza may not sound like much, but it makes a drastic difference in the surface size of your pie. Surface size is the true driver of food cost, because it determines how much topping is needed to cover the pie. Formula of Surface Size: π (pi) x radius x radius Radius = 1 2 diameter (pi = 3.14) Example: 10" pizza (3.14) x 5 x 5 = " (78.5 sq. in.) 12" (113 sq. in.) 14" (154 sq. in.) 16" (201 sq. in.) Knowing the relationship between diameters is critical not only to your understanding of food cost, but also to your ability to set a smart pricing strategy (pages 5 6 of this guide). Remember: You price by the inch but you portion by the square inch. Measure, Measure, Measure Every ounce counts. Taking the time to measure your toppings can be the difference between profit and loss. It may be okay to throw toppings freehand if the person topping your pies is an expert or is the only person making the pies. In most cases, however, you should measure all toppings every time preferably by weight. More often than not, free-throwing results in a heavier layer of toppings than the recipe calls for. The reason: it s always safer for a pie maker to put more toppings on a pizza especially if the maker is not the person paying the food bill. No one calls to complain about too much cheese on a pizza! Free throwing leads to inconsistent customer experiences and can create unrealistic expectations for repeat business. It also directly impacts your bottom line. Consider an operation that sells 1,600 pies per week: 1,600 x 1 2 oz. extra ($2.40 per pound) = $120 in weekly savings which equates to $6,200 in annual savings That s just the cheese cost the expense adds up quickly as measuring principles are applied to other toppings! 3

4 General Portion Topping Guide 12" Pizza 14" Pizza 16" Pizza Toppings L H L H L H Pizza Sauce (oz.) Cheese (oz.) Pepperoni (pc.) Ham (pc.) Measuring Must-Haves: 15-pound capacity) A cheat sheet is an easy-to-build tool that clearly communicates topping portion sizes to staff. It leaves no room for questions and allows the operator to hold everyone accountable for food costs. Bacon (oz.) Cooked Sausage (oz.) Raw Bulk Sausage (oz.) Salami (pc.) Anchovy (pc.) Taco Meat (oz.) Peppers (oz.) Onions (oz.) Canned Mushrooms (oz.) Fresh Sliced Mushrooms (oz.) Diced Tomato (oz.) Sliced Olives (oz.) Pineapple (oz.) Pepper Rings (oz.) Dough (oz.) L = Light H = Heavy 4

5 Pricing for Success Start with a Foundation of Value It s no surprise that price is a big part of customer satisfaction when it comes to pizza. But value doesn t mean cheap. It means getting more per dollar spent not necessarily fewer dollars spent. You should set your pricing at a fair proportion with the quality of product that you provide. Price it Like Popcorn We can learn a lot from the local movie theater. For years, cinemas have generated more profit by encouraging patrons to spend just another 50 cents to get a free refill of popcorn. This worked because customers only ordered popcorn once; they didn t come back to buy a second bag. This pricing structure maximized customer spending and operators gladly traded another 45 cents worth of popcorn in exchange for an extra nickel of profit. Your pricing should work in a similar way: to entice customers to buy more than they originally intended. Savvy operators accomplish this by trading food cost percent in exchange for real dollars. To illustrate: If you could only take one order, which would you choose? Order A Order B 1 small pizza: $ medium pizza: $12.99 Food Cost %: 30% Food Cost %: 40% Operator Profit: $7.00 Operator Profit: $7.80 Order B is the correct answer: Even though it has a higher food cost percent, both the customer and operator come out ahead. The operator makes more profit dollars and the customer gets more pizza for their dollar a fair exchange that creates value for both parties! 16" Large 14" Large What s in a Name? Pizzas have been downsized over the years. Operators commonly categorized a 14" pizza as a medium in times past. Now it s typically branded a large. What this means: if you re offering a 16" large pizza and your competitor is offering a 14" large pizza, the consumer will perceive that your large is 30 percent more expensive. Some operators have tried to avoid this confusion by using only the actual inch measurement as the name of the pizza. The risk here is that customers who ask for a large may be leaving their order open to the interpretation of the person taking the order. Recommendation: Write your menu and train your staff to use both a name and a size. For example: Customer: I d like a large pizza. Employee: That would be our 16" Hungry Family pizza. 5

6 Most Popular Appetizers and Sides for Pizza 71% Garlic bread/breadsticks 44% Chicken/Buffalo wings 44% Salad Technomic reports that 56 percent of consumers usually order an appetizer or side dish with their pizza. The most popular choices: 32% Mozzarella sticks Dessert 6% French fries 6% Pasta entrée 5% Options to Maximize Sales Adopting a Sales Mindset Operators spend so much energy trying to get new customers that it s sometimes easy to overlook the opportunity represented by each existing order. Your pricing should help maximize customer spending, not get in the way of it. This requires three things: 1. A firm understanding of your food costs, across all toppings and pie sizes 2. Consistently measuring ingredients from pie to pie 3. A well-trained team that is motivated to sell these options Options include: Up-Size Encourage customers to go one size up for just a little more money. Double-Down Encourage customers to get two smaller pizzas just the way they want for just a little more money. This is especially effective when customers are ordering half-toppings. Upselling Encourage customers to get an extra topping or side (see sidebar chart). The best way to do this is by leading the discussion. Stating extra cheese on that rather than phrasing it as a question will increase the chance of your customer agreeing with the statement. Feature Items Offer a standard item at a reduced rate that gets customers in the door. Then, rely on your quality ingredients and upselling capabilities to drive higher value. This is especially effective in offering special deals on kid-size pizzas with the purchase of a deluxe adult-size pizza. 6

7 Promoting Pizza Building the Menu Use your menu as a selling tool, not simply as an order guide. Use descriptive words and photos to entice customers when ordering. Superstars What items on your menu are the most profitable? Those are your superstars. Draw attention to superstar items by boxing, shading, or highlighting them. The menu size (one, two, or four pages) will determine superstar placement. Descriptive Menus It s basic menu psychology: descriptive language can increase sales and leave customers more satisfied at the end of the meal than if they had eaten the same item without the descriptive labeling. One study found that descriptive menu language not only increased sales by 27 percent, it also increased customer satisfaction with the meal. Menus, Limited-Time Offers, and Door Hangers Feature recipes using limited-time offer (LTOs) menus and create tabletop merchandising to promote them. Statistics show that operators see a significant increase in sales when they utilize LTOs and table tents. Ask your Gordon Food Service Customer Development Specialist for more information on our Catalyst valueadded services that can help you design, lay out, and print menus, door hangers, LTOs, coupons, and more. Custom-Printed Pizza Boxes A pizza box is often the most visible expression of your brand for customers. Custom-printed boxes provide an opportunity to build strong brand recognition within your market. You can also use them to market other menu items and remind your customers that you also offer sub sandwiches, wings, salads, and other items in addition to pizza. You can even custom-print coupons on your boxes to create loyalty programs and prompt return trips. Instead of a traditional line-item menu, develop menu descriptions that excite the mind as well as the taste buds. Menu Samples: Line-Item Menu: Descriptive Menu: Pizza Margherita Pizza Garlic and Asiago crust. Topped with Roma tomatoes, basil, garlic, and an Italian blend of cheeses. 16" - $14.79, 14" - $12.69, 12" - $11.49 Chicken Pesto Pizza Spicy tomato sauce with a Parmesan crust. Topped with chicken, pesto, pinenuts, and Roma tomatoes. 16" - $18.99, 14" - $15.99, 12" - $

8 Pizza Components What Flour Should I Use? It all depends on how you plan on using the flour. Use the following as a general guideline: High-Gluten Bread Flour All-Purpose Flour Additives The government requires all flour makers to declare, on the ingredient statement, what is in the flour. Below are the primary additives you would typically see. Enrichment the flour Bleaching Agents the flour Maturing Agents Enzymes Functions of Flour Provides structure Provides elasticity and extensibility Contributes to crust texture Each of these parts plays an integral role in the performance of the dough-making process. Too much elasticity will impact the dough s ability to lay out (think of a rubber band). Too much extensibility will cause the dough to not retain its strength. Knowing how both elasticity and extensibility plays into the doughmaking process is critical. Protein (often known as gluten) is the Remember, there is no standard key factor in the type of dough you of definition for protein should use. However, it is not only the levels. Your high-gluten quality of protein but the quality level may be another brand s of the protein. There are not established all-purpose. standards for protein quality so it is important for you to understand the actual quantity and quality of the protein in your flour. Gluten = Flour Protein + Water + Mixing Flour Type Protein Level Whole-Wheat 12 15% High-Gluten 13 14% Bread 11 13% All-Purpose (aka H&R) 10 12% Pastry 8 10% Cake 7 9% 8

9 Dough While dough is not typically a flavor carrier for a pizza, it is the foundation on which every great pizza is built. There are several platforms to discuss in determining what is best for an operator. As pizza dough is a living ingredient, you must handle it with care to ensure the best possible outcome. Given this, the decision on which crust format is best for you may ultimately be determined by the interaction of your staff, equipment, and facility. Format Options Scratch Scratch involves combining primarily shelf-stable products to create a uniquely customized recipe. The scratch process is often very labor-intensive, but it can also produce a very high-quality product and it will result in a lower food cost per crust. There are other cost factors to consider, too. For example, mixers and proof boxes may be necessary to garner your desired result. Consistency must be addressed, as the product will need to be handled in a similar fashion batch after batch. Did You Know? Elastic or springy dough can be caused by: High-Protein Flour protein content current flour Under-mixed Dough additional time) Unrelaxed Dough minutes before final rolling or pressing Too Cold before using Dough Balls Easier production and cleanup make dough balls less labor-intensive than scratch. They re also less expensive than sheeted or parbaked options. However, they need a freezer for storage, they allow less customization, and their rise performance can be affected. What is an IW Dough Ball? A dough ball that has been individually wrapped and then case packed. The advantage: you pull and thaw only what is needed for a day s business. Did You Know? Bubbling in your crust could be caused by under- or over-proofing of the dough? Over-proofing may be caused by too much yeast, storage temperatures that are too high, or too much fermentation time. Frozen Sheeted Dough (Freezer to Oven [FTO] or Proof and Bake) Sheeted dough delivers an edge in convenience and speed. However, it will cost more and does not typically allow for customization. FTO sheeted dough is just what it says: remove it from the freezer, add your sauce, cheese, and toppings, and bake. Proof and Bake sheeted dough still needs time to proof. You can use a proof box, or lay the dough out on a sheet pan and cover it anywhere it would be exposed to temperatures greater than 32 F. Under-proofing may be caused by too little or dead yeast, too little fermentation time, or water or storage temperatures that are too cold. To help prevent bubbling, use a dough docker to dimple the dough and release trapped gases. 9

10 Cheese Cheese is basically fat, moisture, and salt. Nevertheless, it is a complex, highly subjective food. It s also the most expensive ingredient on a pizza. So you can see why understanding cheese is critical for any operation. Advantages of Pre-Shredded Cheese 1. Labor: Shredding your own blends takes time, training, and experience. You should honestly assess your staff s ability to consistently perform this task when deciding between loaves and ready-to-use. 2. Food Safety: There is no need to clean or de-clump the shredder blades with ready-to-use. 3. Waste: Five pounds bought = five pounds used with shredded or diced cheese. Waste will occur when shredding loaf cheese that has reached room temperature. The cheese will soften, making it difficult to shred. Product will get caught in the shredder or become unusable. 4. Consistency: With pre-shredded or diced cheese blends, you are going to get the exact same ratio of cheese every time. Additionally, the consistency of the shred or dice size will enable the cheese to melt the same on every pizza, every time. Types of Cheese Loaf Loaf cheeses can come in a 20-pound block or five-pound brick. The cheese is typically packed in a moisture-proof material to prevent drying. Loaves are less expensive than shredded cheese varieties on a per pound basis, but labor costs will be higher loaves must be shredded, diced, and/or mixed on site. Gas-Flushed Air is removed from the bag and replaced by nitrogen or carbon dioxide. This helps eliminate mold from forming on the product. Gas-flushed cheese (i.e., value-added) can come in shredded or diced forms. Quick-Frozen Also known as Individually Quick Frozen (IQF). Freezing extends the shelf life of a cheese to six months or more. Frozen cheeses are made with higher moisture content to compensate for the moisture lost in the freeze/thaw process. Once thawed, the cheese should be used within 72 hours. Cheese Blends Want to stand out from the competition? Consider using a cheese blend. You can make your own or purchase a readyto-use blend. Try a mozzarella/ provolone, whole-milk/part-skim mozzarella, mozzarella/provolone/ Muenster, or a five-cheese blend. Without incurring a lot of additional cost, you ll add a unique flavor that gives your pies that wow factor. Troubleshooting Freezing fresh cheese is not recommended. Moisture will be lost during the freeze/ thaw process and the product specifications will be altered. Performance will inevitably change. 10

11 Cheese Specifications Fat Level The levels of fat, moisture, and age play a key role in the finished performance of cheese on a pie. Fat and moisture are directly correlated: the more fat, the less moisture, and vice versa. Understanding this helps determine which cheese is ideal for your operation. Higher Fat Cheeses include whole-milk mozzarella, provolone, Muenster, and Cheddar. These cheeses release more oil/fat in the cooking process, deliver a creamier appearance, and possess a more buttery flavor. Lower Fat Cheeses, like part-skim mozzarella, release less oil/fat. There are fewer buttery notes in the flavor. Evaluating Cheese What to consider when you re testing pizza recipes: 1. Melt and Flow Did your cheese melt and flow well enough to cover the pizza? Did it become overly runny and mix with the sauce? Or did it peak from under-melting, leaving the outline of the original shape of the cheese pieces? The cheeses that flow and melt the best are relatively high in moisture and fat. For example, whole-milk mozzarella performs better than part-skim mozzarella. Troubleshooting Over- or under-melting may be a symptom of cheese age. Under-melting typically happens with cheese that is too young; over-melting can be a symptom of cheese that is at the end of its shelf life. The ideal age pizza cheese is around days. Under-melt Over-melt 2. Texture and Stretch We mentioned earlier that cheese is a highly subjective food. When it comes to texture, the cooked cheese should be properly gooey not too tough and not too soft but the correct texture is up to you and your customers. As for stretch, it s an essential part of the pizza experience. All cheeses will stretch to some degree, but mozzarella provides the best stretch for pizza, making it a must for cheese blends. 3. Color Optimum color depends on your individual preference. Keep in mind that the color of the cheese in your blends affects the color of the cheese on your pizza. For example, Cheddar in a cheese blend will produce a more golden color in the finished pizza. 4. Browning Again, your preference is what matters. Some operators prefer no visible browning on the cheese, others like the cheese slightly browned. Nobody wants the large, dark blisters that characterize burning. 5. Coverage The cheese should fully cover the pizza and look solid, not transparent. A transparent look may give an impression of small portioning. 6. Flavor Certainly, this is the most subjective factor of all. You will want to judge how the cheese complements the flavor of your crust, sauce, and toppings. Evaluating Cheese, continued >> 11

12 Evaluating Cheese (cont.) 7. Greasiness When evaluating a cheese pizza, the cheese may appear to be watery but it is actually the fat oiling off the cheese. This may indicate that 1) the cheese has matured to a point that it s starting to break down, 2) the cheese has a very high fat percentage (mix with a part-skim cheese to prevent this), or 3) the oven is not hot enough to fully bake the pie. Hint: Always test a new cheese blend on a pizza with sauce only. Pepperoni, sausage, and other meats may oil off and fool you into thinking cheese is the culprit. 8. Holding Ability As pizza cools down, the cheese begins to set up and become firmer. This is natural and will occur with all cheeses. You should evaluate how long the cheese retains full color and soft texture when kept in a warmer or delivery bag. You don t want it to become hard or transparent before your takeout customer gets home. Why is there water on my cheese after I bake it? The water is not from the cheese, but from the ingredients you are applying (mushrooms, onions, pineapple, etc.). You should review the way to drain toppings before applying them to a pizza (see page 17). Most of these measurements are subjective. What should not be subjective is the consistency of the cheese you purchase! What is powdered cellulose? An anti-caking agent used to prevent cheese from clumping together after the product is shredded or diced. It is an odorless, tasteless powder and makes up two percent or less of the finished product. What is natamycin? A preservative that many cheese producers add to inhibit mold growth and extend shelf life. If it is used, it MUST be declared on the ingredient statement. 12

13 Tomatoes & Sauces Sauce is one of the least expensive ingredients in pizza, yet it typically provides the highest level of flavor. Many operators boast of secret recipes and family traditions when describing their sauces. With so much passion in this category you can see why understanding tomato products and sauces is necessary. Sauce Features Forms There are three primary forms of tomato products and sauces: 1. Single Strength Using The primary types of singlestrength products are or crushed/ground diced/chopped tomatoes instead of whole, diced/chopped, whole peeled tomatoes and crushed/ground will increase your usable tomatoes. These products product yield between deliver maximum fresh percent. tomato flavor, but they have high water content and must be boiled down to the proper thickness. This process may cause much of the flavor and aroma to dissipate in the air. You can avoid this by combining single-strength products with a paste, purée, or further processed sauce. 2. Concentrated Pastes and purées are considered concentrated products. They are made by crushing mature red tomatoes, straining out the skins and seeds (called insoluble solids), and reducing the remaining liquid (which contain soluble solids) to a concentrated form. The difference between paste and purée is the percentage of soluble solids. Per the USDA, tomato purée must contain between 8.0 and 23.9 percent soluble solids. Tomato paste must contain 24 percent or higher. You may see a listing for specific gravity on paste and purée labels. This is the weight of the Medium, product compared to water. For Heavy, or Extra example, a specific gravity of Heavy are marketing 1.07 means the weight of the terms that are not regulated product is 1.07 times greater by any governing body. In order to identify the quality than the equal volume of level, you must investigate water. Higher specific gravity the solid content and means a higher solids content, specific gravity of the which in turn means a thicker product. product. Thicker products cost more per case, but they provide a higher finished yield. So your price per serving will be equal to or better than a lower quality product. 3. Ready-To-Use Pizza Sauce Pizza sauce is another kind of concentrated or processed product. It is essentially the concentrated juice of ripe tomatoes. The main advantage is consistency. Some pizza sauces also include additional flavorings. Unlike paste and purée, there are no USDA specifications for pizza sauces. There are generally two kinds of pizza sauce: 1) Fresh, which is made from fresh tomatoes that go through a single-stage process in which the product is crushed, then cooked and packed, and 2) Remanufactured, which is a double-stage process in which tomatoes are crushed, cooked, packed in bulk, and diluted in water. Then they are cooked again Pizza sauce and packed. labels are not required to declare if a product is fresh or remanufactured. However, Fresh sauces typically suppliers of fresh product will boast a brighter color, fuller often put packed from fresh body, and flavor along with tomatoes on the label lesser tendency to bleed. or case. Remanufacturing can result in a darker color and less flavor. 13

14 Quality Considerations As with any food category, tomato products and sauces can sometimes exhibit poor quality. These are the primary reasons for poor quality: 1. Excessive time between harvesting and processing. The sooner the product gets from field to can, the less chance the product will develop sour overtones and an off flavor. 2. Excessive heat during cooking process. Tomatoes cooked at higher temperatures may develop a burnt, off flavor and darker color. 3. Poor tomato quality and/or inadequate sorting capabilities. The old adage Garbage in, garbage out applies here. 4. Excessive additives. Be on the lookout for stabilizers. They are added to thicken the product but will result in poorer quality. Alternative Sauces Tomato-based sauces are by far the most prevalent on pizza menus across America, but the 2009 Pizza Industry Study reports that alternative sauces are on the rise, with barbecue, garlic butter, and Alfredo topping the list. More than 60 percent of pizzeria operators reported serving a barbecue-flavored sauce, up 20 percent compared with the 2007 study. Twice as many operators reported serving Alfredo or garlic-butter sauces compared with two years ago. Ranch dressing, olive oil, hot sauce, Asian Kung Pao sauce, Hispanic mole sauce, and even yellow mustard are being used on pizzas today. 14

15 Product Evaluation It is important to understand the proper method for performing tomato product and sauce evaluations. We recommend evaluating the product both uncooked and cooked. Evaluating Raw Products 1. Perform under natural light when possible. This will enable you to see the true color of the product. Look for a vibrant, red color. A dark appearance may indicate the product was cooked at a high temperature or overcooked. Less flavor is the usual result. 2. Look for skin or seed content. Seeds will add a bitter taste to the product. 3. Smell it. The aroma should be clean and pleasing. 4. Do a taste test. Hold a spoonful of the product on your tongue for 30 seconds, then swallow. The flavor should be fresh and tangy, yet sweet. Poor quality products will taste dull, buttery, overly acidic, or sour. 5. Check the texture. Purées should feel velvety smooth and creamy in your mouth. A pizza sauce should be slightly rougher yet still pleasing. If you re comparing different products, always taste the one that doesn t contain citric acid first. Otherwise, the acid taste will linger in your mouth and you won t get a true taste of the next product. Additional Ingredients Every operator has a unique recipe for creating a signature sauce. If you re looking for ideas to modify your sauce recipe, try adding one of these ingredients: 1. Spices 2. Pepper 3. Garlic and onion 4. Salt 5. Sugar 6. Olive oil 7. Grated hard cheeses 8. Vegetables (puréed) 9. Meat and meat bases 10. Wine and other liquids (red wine vinegar or lemon juice) 11. Flavoring sauces (hot and barbecue) 6. Check consistency: pour a cup of sauce on a white plate and let it sit for 30 minutes. A high-quality sauce will show minimal bleeding around the edges. Evaluating Baked Products 1. Make two pies with everything the same except for the tomato product/sauce. 2. Make a full batch of sauce. Do not make a half batch you want to test the product exactly as it will be prepared for customers. 3. Evaluate the overall flavor and aroma, the sauce color and appearance, the sauce consistency (i.e., thickness or wateriness), and the sauce texture (smoothness, roughness). 15

16 Toppings Toppings complete the pizza. They add flavor and build the ticket price. A near-infinite variety of ingredients can be used to top pizzas. We re going to focus on the most popular in this section. Meat Toppings Meat toppings are available in fresh, frozen, cooked, raw, and other forms. You need to decide which works best for the setup of your operation. Sausage Toppings Product Form: Sausage is available in crumbles, chunks, and pieces, which are referred to in terms of pieces per ounce. It is also sold in raw bulk form. Piece Count per Ounce: A product identified as 20/Z contains 20 sausage pieces per ounce. The smaller the count per ounce, the larger the sausage pieces. Larger pieces have a better taste and flavor. The smaller pieces do not have as much surface to deliver the same taste experience as larger pieces. Raw vs. Cooked: Raw product can be pinched and placed under cheese for cooking in the pizza oven. It can also be pre-cooked and crumbled prior to use as a topping. Cooked product is available in two forms: 1) Oven-Baked, which shrinks during the manufacturing process, but not in the pizza oven; and 2) Water-Cooked, which shrinks up to 30 percent in the pizza oven as the water evaporates. Pepperoni Toppings Product Form: Pepperoni is available in traditional slices and as a diced product. Slice Count per Ounce: Pepperoni slices are measured like sausage, except it s slices per ounce instead of pieces per ounce. Pepperoni Diameter: Along with slice count per ounce, pepperoni slices have a diameter size, which is measured in millimeters. The larger the diameter, the more topping coverage the pepperoni delivers. Some smaller diameter pepperoni products are formulated to cup and char around the edges. This pepperoni allows the fat to pool in the cup that is created when the pepperoni cooks. Regional Preferences: Most of the United States prefers a mild pepperoni that is slightly sweeter in taste. Regional Sausage Preferences: Italian flavor. 16

17 Fruit & Vegetable Toppings Fruits and vegetables are typically available in fresh or canned forms for topping pizzas. Either is perfectly acceptable, so it comes down to personal preference and the setup of your operation. Moisture considerations apply to both options. The Role of Moisture Excessive moisture ultimately leads to unnecessary burn on the top of a pie. Fruits and vegetables tend to have higher moisture content than many proteins. In addition, it s important to thoroughly rinse fresh produce used for pizza toppings. Tips to minimize moisture: Surface Moisture: Make sure fruit and vegetable toppings have been adequately dried prior to cooking, whether they re fresh or canned. Internal Moisture: Apply gentle pressure to fruits and vegetables in order to get rid of any excess moisture that may be trapped inside. Thinner Slices: Replace your current product with a more thinly sliced option. This will provide better coverage with less product, and reduce the amount of excess moisture. A Focus on Mushrooms Mushrooms, the most popular vegetable topping, are comprised of 90 percent moisture. So the potential burn impact is significantly greater. Consider the following when utilizing mushrooms as a pizza topping: Reduce Excessive Moisture: Canned mushrooms should be well drained in order to eliminate the moisture already contained in the can. Fresh mushrooms should be rinsed very quickly in order to avoid the sponge effect inherent to mushrooms. Allow Product to Dry: Both fresh and canned product should be given ample drying time to further reduce the risk of excess moisture. Thin vs. Thick: Consider a more thinly sliced mushroom ( 1 4" vs. 3 8") in order to get better coverage on the pizza pie while using less mushroom tissue. 17

18 Stand Out From the Crowd A lot of restaurants serve pizza. Very few serve great pizza. You want to be the place that everyone recognizes as the best in town. Gordon Food Service can help you get there, with a broad range of products, in-depth information, and knowledgeable advice. We can help you launch, grow, or evolve your operation to the next level. For additional support, contact your Customer Development Specialist. 18

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21 Doughs &Crusts Crusts Primo Gusto Ultra Thin Pizza Crusts, 9" ct. Primo Gusto Ultra Thin Pizza Crusts, 12" ct. Primo Gusto Ultra Thin Pizza Crusts, 14" ct. Primo Gusto Ultra Thin Pizza Crusts, 16" ct. Primo Gusto Thin Pizza Crusts, 9" ct. Primo Gusto Thin Pizza Crusts, 12" ct. Primo Gusto Thin Pizza Crusts, 14" ct. Primo Gusto Thin Pizza Crusts, 16" ct. Primo Gusto Traditional Pizza Crusts, 7" ct. Primo Gusto Traditional Pizza Crusts, 12" ct. Primo Gusto Traditional Pizza Crusts, 14" ct. Primo Gusto Traditional Pizza Crusts, 12" x 16" ct. Primo Gusto Traditional Pizza Crusts, 16" ct. Primo Gusto Sicilian Pizza Crusts, 7" /12 ct. Primo Gusto Sicilian Pizza Crusts, 9" ct. Primo Gusto Sicilian Pizza Crusts, 12" ct. Primo Gusto Sicilian Pizza Crusts, 14" ct. Primo Gusto Sicilian Pizza Crusts, 16" ct. Primo Gusto Crusts are hand-formed in thin, traditional, and Sicilian styles. Made from live-yeast cultures to ensure a crisp base and a light texture, our crusts are sure to please pizzalovers of all types. Dough Balls Primo Gusto Traditional Dough Balls /8 oz. Primo Gusto Traditional Dough Balls /10 oz. Primo Gusto Traditional Dough Balls /13 oz. Primo Gusto Traditional Dough Balls /17 oz. Primo Gusto Traditional Dough Balls /20 oz. Primo Gusto Traditional Dough Balls /26 oz. Primo Gusto Focaccia Dough Balls /16 oz. Preformed with the freshest ingredients, each frozen dough ball is then individually wrapped so you use only what you need. Simple to prepare, just thaw, form, and bake.

22 Sheeted Pizza Dough Rich s Oven-Rising Sheeted Pizza Dough, 7" ct. Rich s Oven-Rising Sheeted Pizza Dough, 12" ct. Rich s Oven-Rising Sheeted Pizza Dough, 14" ct. Rich s Oven-Rising Sheeted Pizza Dough, 16" ct. Flat Bread Fabulous Flats Tandoori Naan Bread, 4.4 oz /8 ct. Flatout Thin Crust Flatbread, 5" x 15" /24 ct. Rich s Oven-Fired Thin Flatbread, 12" ct. Rich s Oven-Fired Flatbread, 7" /10 ct. Father s Table Loco Bread, 6.5" /12 ct. Father s Table Whole Grain Loco Bread, 6.5" /12 ct. Mixes/Flour Primo Gusto High-Gluten Enriched Flour /25 lb. Primo Gusto Crust and Bread Flour lb. Smoked Chicken, Yellow Pepper & Sun-dried Tomato Pizza Yield: 1 Pizza Reorder No. Description Amount Primo Gusto Extra-Virgin Olive Oil 3 tbsp Basil Pesto Sauce 1 oz Sun-dried Tomatoes 3 ct Yellow Peppers, cut into strips 1 ct Julienne Chicken Breast Strips 6 oz Primo Gusto Thin Pizza Crust 1 ct Mozzarella Cheese Balls, cubed 5 oz GFS Fresh Basil, chopped 2 tbsp GFS Iodized Salt ¼ tsp Trade East Ground Black Pepper ¼ tsp. Preparation Instructions Wash hands. Wash all fresh, unpackaged produce under cool running water; drain well. In a sauté pan, combine olive oil, pesto, sun-dried tomatoes, peppers, and chicken. Sauté until chicken is warm and the peppers are tender. Spread mixture over the crust and top with cubed mozzarella cheese. Sprinkle with basil and salt and pepper to taste. Bake 8 10 minutes or until golden brown.

23 Tomatoes & Sauces Whole Tomatoes GFS California Whole Peeled Tomatoes /#10 GFS Midwest Whole Peeled Tomatoes /#10 Kitchen Essentials Standard Whole Peeled Tomatoes /#10 Primo Gusto California Whole Peeled Pear Tomatoes /#10 Classic Cut Tomatoes GFS Midwest Crushed Tomatoes /#10 GFS California Diced Tomatoes in Juice /#10 GFS Midwest Diced Tomatoes in Juice /#10 GFS Midwest Recipe-Style Diced Tomatoes /#10 GFS California Tomato Paste /#10 Classic Cut Tomatoes (cont.) GFS Tomato Purée /#10 GFS California Tomato Purée /#10 GFS Sliced Stewed Tomatoes /#10 Primo Gusto Recipe-Cut California Tomato Strips /#10 Primo Gusto Concentrated Crushed Tomatoes /#10 Primo Gusto California Tomato Purée /#10 Primo Gusto Diced Pear Tomatoes /#10 El Verano Sabro Diced Salsa-Style Tomatoes /#10 Escalon Ground Tomatoes /#10

24 Sauces GFS Marinara Sauce /#5 GFS Marinara Sauce /#10 GFS California Pizza Sauce with Basil /#10 GFS Spaghetti Sauce /#10 GFS California Tomato Sauce /#10 GFS Midwest Tomato Sauce /#10 Primo Gusto Pasta Sauce /#10 Primo Gusto California Pizza Sauce with Basil /#10 Primo Gusto Pizza Sauce, Ready-to-use /#10 Primo Gusto Pizza Sauce with Cheese, Ready-to-use /#10 Primo Gusto Deluxe Marinara Sauce /#10 Primo Gusto Smooth Marinara Sauce /#10 Primo Gusto Alfredo Sauce, Frozen /2.5 lb. Primo Gusto Pizza Sauce Mix /7.5 oz. Allegro Italian Pizza Sauce /#10 Allegro Tuscano Sauce /#10 Bonta Pizza Sauce with Basil /#10 Cristofo Colombo Pizza Sauce with Basil /#10 Santa Fe Southwest Pizza Yield: 1 Pizza Reorder No. Description Amount GFS Enchilada Sauce fl z Primo Gusto Ultra Thin Pizza Crust, thawed 1 ct GFS Feather Shredded Mexican Blend Cheese 11 oz Hearthstone Taco Filling 8 oz Large Green Peppers, diced 2 oz Diced Onions, 1 4" cut 2 oz Primo Gusto Sliced Ripe Olives 2 oz GFS Roma Tomatoes, diced oz. Preparation Instructions Wash hands. Wash all fresh, unpackaged produce under cool running water; drain well. Spread enchilada sauce evenly over the pizza crust. Top with the shredded Mexican blend cheese. Evenly distribute the taco filling, green peppers, onions, olives, and tomatoes. Bake until golden brown.

25 Cheeses Asiago Primo Gusto Shredded /5 lb. Blends DICED Primo Gusto Mozzarella Low-Moisture Part Skim/Brick (70/30) /5 lb. Primo Gusto Mozzarella Part Skim/ Provolone (50/50) /5 lb. Primo Gusto Mozzarella Low-Moisture Part Skim/Muenster (66/33) /5 lb. Primo Gusto Mozzarella Part Skim/ White Cheddar/Provolone (80/10/10) /5 lb. Primo Gusto Mozzarella Part Skim/ Whole Milk (50/50) /5 lb. Primo Gusto Pizza/Provolone/ Muenster (60/20/20) /5 lb. Primo Gusto Muenster/Mozzarella Part Skim (70/30) /5 lb. Blends SHREDDED Primo Gusto Mozzarella Whole Milk/ Part Skim (50/50) /5 lb. Primo Gusto Mozzarella Low-Moisture Part Skim/Light Smoked Provolone (50/50) /5 lb. Blends SHREDDED (CONT.) Primo Gusto Mozzarella Part Skim/ Muenster (66/33) /5 lb. Primo Gusto Mozzarella/Provolone/ Muenster (60/20/20) /5 lb. Primo Gusto Pizza/Provolone/ Muenster (60/20/20) /5 lb. Primo Gusto Four Cheese Blend Pizza/Smoked Provolone/White Cheddar/Asiago (60/20/15/5) /5 lb. Primo Gusto Five Cheese Blend Mozzarella- Low-Moisture Part Skim/Fontina/White Cheddar/Asiago/Romano (55/20/20/4/1) /5 lb. Grande Mozzarella/Provolone (50/50) /5 lb. Blends GRATED Primo Gusto Parmesan/Romano (70/30) /5 lb. Mozzarella GFS Loaf, 2% Whole Milk /6 lb. avg. GFS Loaf, 3% Whole Milk /6 lb. avg. Primo Gusto Loaf, Low-Moisture Part Skim /6 lb. avg. Primo Gusto Loaf, Whole Milk /6 lb. avg.

26 Mozzarella (CONT.) Primo Gusto Diced, Low-Moisture Part Skim /5 lb. Primo Gusto Feather Shredded, Low-Moisture Part Skim /5 lb. Primo Gusto Feather Shredded, Whole Milk /5 lb. Grande Loaf, Part Skim /7 lb. avg. Grande Loaf, Whole Milk /7 lb. avg. Grande Diced, Part Skim /5 lb. Grande Diced, Whole Milk /5 lb. Parmesan Primo Gusto Shaved /5 lb. Primo Gusto Grated /1 lb. Primo Gusto Grated /5 lb. Primo Gusto Fancy Shredded /2 lb. Pecorino Romano Primo Gusto Grated /5 lb. Provolone Primo Gusto Salami-Style Loaf, Unsmoked /12 lb. avg. Primo Gusto Salami-Style Loaf, Unsmoked /6 lb. avg. Primo Gusto Salami-Style Loaf, Lightly Smoked /12 lb avg. Primo Gusto Feather Shredded, Smoked /5 lb. Provo-Nello Provolone Cheese /7 lb. avg. Ricotta Primo Gusto Whole Milk, Whipped /5 lb. Primo Gusto Part Skim, Whipped /5 lb. Primo Gusto Chicago-Style /5 lb. The Product of Master Cheesemakers Most Primo Gusto cheeses are created by Master Cheesemakers, who are some of the finest cheese craftsmen in the world. Trained in the long-standing traditions of European cheesemaking, Master Cheesemakers adhere to the highest cheesemaking standards in the United States. There are only 19 Master Cheesemakers in the U.S. certified in Italian cheeses, five of them support Primo Gusto. Rigorous Training Certification as a Master Cheesemaker requires the most ambitious and rigorous advanced training program in the country, including: licensed cheesemaker cheesemaker seeks certification cheesemaker seeks certification The program is administered by the Center for Dairy Research at the University of Wisconsin. The Delicious Result Once Master Cheesemaker status is achieved for a cheese variety, the cheese can be designated on the label as made by a Master Cheesemaker. It s your assurance of the highest-quality cheese you can buy. The product of Master Cheesemakers.

27 Toppings Sausage Primo Gusto Italian Sausage, Large, 10/oz lb. Primo Gusto Italian Sausage, Medium, 20/oz lb. Primo Gusto Italian Sausage with TVP, Medium, 20/oz lb. Primo Gusto Italian Sausage with TVP, Petite, 40/oz lb. Primo Gusto Beef Crumbles with 20% TVP, Petite, 80/oz lb. Primo Gusto Beef Crumbles with 12% TVP, Petite, 80/oz lb. Primo Gusto Pork Crumbles with TVP, Petite, 80/oz lb. Primo Gusto Sliced Hot Italian Sausage /5 lb. Primo Gusto Sliced Italian Sausage /5 lb. Fontanini Italian Sausage Chunks /5 lb. Fontanini Beef Crumbles /5 lb. Fontanini Pork Crumbles /5 lb. Pepperoni Slices GFS Sliced Pepperoni, slices/oz /12.5 lb. GFS Sliced Pepperoni, slices/oz /5 lb. Primo Gusto Sliced Pepperoni, Petite (39 mm), slices/oz /5 lb. Primo Gusto Sliced Pepperoni, Regular (45 mm), slices/oz lb. Primo Gusto Sliced Pepperoni, Regular (45 mm), 10 slices/oz lb. Hormel Diced Pepperoni, 1 4" lb. Hormel Sliced Pepperoni, 16 slices/oz /5 lb. Hormel Sliced Pepperoni, 18 slices/oz /12.5 lb. Pork GFS Cooked Diced Bacon, 1 8" /5 lb. GFS Cooked Diced Bacon, 1 4" /5 lb. GFS Cooked Diced Bacon, 1 2" /3 lb. GFS Cooked Diced Bacon, 3 4" /5 lb.

28 Pork (cont.) GFS Diced Ham, Water Added, 1 4" /4 lb. GFS Sliced Ham for Pizza, 64/lb /2.5 lb. GFS Flaked Ham, Water Added /4 lb. Hormel Diced Bacon Topping, 3 8" /5 lb. Hormel Diced Bacon Topping, 1" lb. Hormel Cooked Ground Ham lb. Poultry GFS Cooked Diced Natural Pulled Chicken, 1" Contains 60% white meat to 40% dark meat lb. GFS Cooked Diced Natural Pulled Chicken, 1 2" Contains 20% white meat to 80% dark meat lb. GFS Cooked Diced Natural Pulled Chicken, 1 2" Contains 60% white meat to 40% dark meat lb. GFS Fajita Chicken Breast Strips /3 lb. Tyson Julienne Grilled Fajita Chicken Breast Strips /5 lb. Seafood GFS Cooked Salad Shrimp /2.5 lb. Spices Trade East Salad Seasoning with Cheese oz. Trade East Vegetable Seasoning, No Salt Added oz. Trade East Garlic Herb Seasoning, No Salt Added oz. Trade East Whole Italian Herb Seasoning oz. Trade East Italian Spaghetti Seasoning oz. Trade East Garlic Bread Seasoning oz. Spices (cont.) Trade East Ground Oregano oz. Trade East Crushed Red Pepper oz. To-Go Toppings Parmesan Cheese Packets /3.5 gm. Crushed Red Pepper Packets /1 gm. Vegetables & Fruit Markon Bite-Sized Broccoli Florets /3 lb. Markon Regular-Cut Broccoli Florets /3 lb. Markon Sliced Zucchini, 1 4" cut /3 lb. Markon Portobello Mushroom Caps lb. Markon Sliced Mushrooms, 1 8" cut lb. Markon Sliced Mushrooms, 3 16" cut lb. Markon Sliced Mushrooms, 3 16" cut lb. GFS Domestic Mushroom Stems & Pieces /#10 GFS Imported Mushroom Stems & Pieces /#10 GFS Imported Mushroom Stems & Pieces /#10 Primo Gusto Sliced Green Manzanilla Olives /1 gal. Primo Gusto Sliced Ripe Spanish Olives /#10 Diced Green Onions, 1 4" cut /3 lb. Markon Diced Onions, 1 2" cut /5 lb. Markon Diced Onions, 1 4" cut /5 lb. Markon Onion Rings, 3 8" cut /5 lb. Markon Red Onion Rings, 1 4" cut /5 lb. Vegetables & Fruit (cont.) Markon Sliced Onions, 3 16" cut /5 lb. Markon Sliced Red Onions, 1 8" cut /3 lb. Markon Onion Strips, 3 16" cut /5 lb. Markon Green Peppers, 1 2" cut /3 lb. Markon Green Pepper Strips, 3 16" cut /3 lb. Markon Green Pepper Strips, 3 4" cut /3 lb. Markon Diced Roma Tomatoes, 3 8" cut /5 lb. Sliced Tomatoes, 1 4" cut lb. GFS Hot Banana Pepper Rings /1 gal. GFS Mild Banana Pepper Rings /1 gal. Marconi Green Sport Peppers /1 gal. Jalapeño Peppers lb. GFS Pineapple Chunks in Juice /#10 GFS Unsweetened Pineapple Tidbits in Juice /#10 GFS Pineapple Tidbits in Juice /#10 Dole Pineapple Tidbits in Juice /#10

29 Boxes & Supplies Dis pos ables GFS Printed Pizza Boxes B-flute construction, white outside, kraft inside, printed cover ct. 7" x 7" x 1 3 /4" ct. 10" x 10" x 1 3 /4" ct. 12" x 12" x 1 3 /4" ct. 14" x 14" x 1 3 /4" ct. 16" x 16" x 1 3 /4" ct. 18" x 18" x 1 3 /4" GFS Chicago Folder-Style Pizza Boxes White outside, kraft inside 1.875" depth, made from 100 percent post-consumer recycled liner board ct. 10" ct. 12" ct. 14" ct. 16" ct. 18" Kitchen Essentials White on Kraft Pizza Boxes B-flute construction unprinted, made from 100 percent post-consumer recycled liner board ct. 7" x 7" x 1 3 /4" ct. 9" x 9" x 1 3 /4" ct. 10" x 10" x 1 3 /4" ct. 10" x 14" x 2" ct. 12" x 12" x 1 3 /4" ct. 14" x 14" x 1 3 /4" ct. 16" x 16" x 1 3 /4" ct. 20" x 20" x 1 3 /4" Kitchen Essentials Kraft on Kraft Pizza Boxes B-flute construction, made from 100 percent post-consumer recycled liner board ct. 10" x 10" x 1 3 /4" ct. 12" x 12" x 1 3 /4" ct. 14" x 14" x 1 3 /4" ct. 16" x 16" x 1 3 /4" Pizza Saver ,000 ct. Pizza Saver Pizza Bag ,000 ct. White Pizza Bags, 14" Piece-A-Pizza Tainer ct. 6-Cut Pizza Tray, No Lid, 14" ct. 6-Cut Pizza Tray, Hinged Lid, 14" ct. 8-Cut Pizza Tray, Hinged Lid, 16" ct. 8-Cut Pizza Tray, Hinged Lid, 18" White Chipboard Squares ct. 10" x 10" White Ripple Sheets ct. 10" ct. 12" ct. 14" ct. 16" White Corrugate Circles ct. 7" ct. 8" ct. 10" ct. 12" ct. 14" ct. 16" ct. 18" White Grinder Boxes ct. 9" ct. 12" ct. 18" Food Boxes ct. Taco Salad Box, White on White Breadstick Box ct. Breadstick Box, 10 1 /4"

30 Supplies Smallwares ct. American Metalcraft Pizza Table Stand ct. American Metalcraft 52" Wood-Handled Pizza Peel with Aluminum Blade ct. American Metalcraft 42" Hard Wood Pizza Peel ct. American Metalcraft 32" Wood Make-Up Peel ct. American Metalcraft Wood Pizza Cutter, 2 1 2" Wheel ct. American Metalcraft Plastic Pizza Cutter, 4" Wheel ct. American Metalcraft Replacement Blade for ct. Good Grips Pizza Wheel ct. Good Grips Pizza Wheel, 4" ct. American Metalcraft Pan Gripper for Shallow Pans, 8" ct. American Metalcraft Pan Gripper for Deep Dish Pans, 8" ct. Lincoln Pizza Rocker Knife, 20" x 4" ct. American Metalcraft Dough Docker, 8 1 /2" x 5" ct. GFS Dough Cutter/Bench Scraper, 6" x 3" ct. Alegacy Wooden Rolling Pin, 15" x 2 3 /4" Delivery Bags ct. Rubbermaid Pizza Delivery Bag, 2-16" capacity ct. Rubbermaid Pizza Delivery Bag, 4-16" capacity ct. Rubbermaid Pizza, Catering, Sandwich Delivery Bag, 6 16" capacity ct. Rubbermaid Sandwich Delivery Bag, 15" x 12" x 12" Vollrath One-Piece Ladles ct. Ladle, 1 /2 oz. capacity ct. Ladle, 1 oz. capacity ct. Ladle, 2 oz. capacity ct. Ladle, 3 oz. capacity ct. Ladle, 4 oz. capacity ct. Ladle, 6 oz. capacity ct. Ladle, 8 oz. capacity ct. Ladle, 12 oz. capacity Kool-Touch Ladles NSF ct. Ladle, 1 oz. capacity ct. Ladle, 2 oz. capacity ct. Ladle, 3 oz. capacity ct. Ladle, 4 oz. capacity ct. Ladle, 6 oz. capacity Alegacy Stainless Steel Ladles ct. Ladle, 1 /2 oz. capacity ct. Ladle, 3 /4 oz. capacity ct. Ladle, 1 oz. capacity ct. Ladle, 2 oz. capacity ct. Ladle, 3 oz. capacity ct. Ladle, 4 oz. capacity ct. Ladle, 6 oz. capacity ct. Ladle, 8 oz. capacity ct. Ladle, 12 oz. capacity ct. Ladle, 24 oz. capacity Scales ct. Pelouze Dishwasher-Safe Scale, 32 oz. capacity ct. Pelouze Dishwasher-Safe Scale, 5-lb. capacity ct. Pelouze Platform Scale, 2-lb. capacity Detecto Ingredient Scale, 12" x 12" x 1.75", MFG. Code PZ3015L American Metalcraft Aluminum Pizza Screens ct. Pizza Screen 10" ct. Pizza Screen 12" ct. Pizza Screen 14" ct. Pizza Screen 16" American Metalcraft Taper-Side Pizza Trays ct. Pizza Tray, 10" ct. Pizza Tray, 12" ct. Pizza Tray, 14" ct. Pizza Tray, 16" ct. Pizza Tray, 18" American Metalcraft Aluminum Pizza Trays ct. Pizza Tray, 12" ct. Pizza Tray, 14" ct. Pizza Tray, 16" Deep-Dish Aluminum Pizza Pans ct. American Metalcraft Pizza Pan, 6" ct. Chicago Metallic Pizza Pan, 12" ct. Chicago Metallic Pizza Pan, 14" ct. Chicago Metallic Pizza Pan, 16" Shakers ct. Cambro Clear Shaker/Dredge with Lid ct. Lid for Cheese Shaker, Large Holes Food Safety ct. San Jamar Rapi-Kool, 64 oz. capacity ct. San Jamar Rapi-Kool, 128 oz. capacity ct. Ketchall Red Oven Mitt, 15" ct. Ketchall Red Oven Mitt, 18" ct. Ketchall Red Hot Pad, 8 3 /4" square ct. Rubbermaid Ice Tote with Bin Hook Adapter ct. Rubbermaid Tow-Handled Ice Shovel Contact your Gordon Food Service Customer Development Specialist for ordering information. Allow extra time for delivery.