bake - February 2013 - 52

cafe

Rise of the Za
Pizza consumption continues to be one the rise. More than

Smaller establishments that are less capable of competing with

four in 10 consumers polled say that they are now eating pizza

the prices of large pizza chains can take an artisanal approach

once a week, compared to 26% just two years ago. Over the

to their pizza production without breaking the bank. Offering

past two years, leading players in the industry have revamped

signature items that either showcase your bakery’s high caliber

their menus to include more innovative specialty pizzas,

breads, innovative ﬂavors, or non-traditional style is critical

gourmet ingredients and items beyond pizza that help opera-

if your establishment intends to develop the credibility of it’s

tors drive traffic.

pizza selection.

As increased consumer conﬁdence leads some to trade

If your bakery already has a deli, expanding to offer pizza

up within the pizza category, others still feeling the pinch

can be a relatively simple and affordable project. As a retail

are attracted to the special offers and coupons that many

bakery deli, many of the items needed for pizza production

chains are rolling out, as well as generally less expensive,

will already be available and will require limited costs. In fact,

yet high-quality, take-and-bake and frozen pizza offerings.

Wagner says that the added ingredient costs associated with

As consumers’ demand for quick lunch and dinner options

expanding into pizza was a fairly affordable endeavor mainly

continue to grow, convenience will remain a major factor in the

because they already had the necessary ingredients stocked at

success of the take-and-bake product.

the bakery and deli.

Todd Wagner, owner of Pizza Annex, an attached branch of

Fresh Brothers in Los Angeles, CA, epitomizes this authentic

Wagner’s European Bakery & Cafe in Olympia, WA, says the

artisanal approach. A Chicago-style pizza with a California

popularity of gourmet and artisanal pizza has noticeably

twist, the dough is hand-tossed, their sauce is a secret blend

increased during recent years. In addition, Wagner says offering

of spices shipped in from Chicago and the mozzarella is made

non-traditional pizza toppings and using high quality ingre-

speciﬁcally for pizza. Compared to a chain pizzaria, Fresh

dients is one of the few ways that small retail bakeries can

Brothers goes above and beyond using quality ingredients.

compete with the major pizza chains that are offering considerably lower prices.

“Consumers increasingly view pizza as the go-to food when
they don’t feel like cooking,” says Darren Tristano, executive

“Everything is assembled by hand. It’s a more artisanal-style

vice president of Technomic. “Operators can emphasize conve-

pizza. We deﬁnitely see the unique pizzas selling better for us,”

nience in their marketing message, positioning pizza as an

Wagner says. “We’re ﬁnding that shoppers want more change.

easy, convenient and affordable meal solution that will appeal

They want a more outside-the-box product line. Unique pizzas

to an entire group or family. It’s a message that resonates with

sell better for us.”

many customers.”

52 < FEB 2013 | bakemag.com
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