Pizza Today - April 2021 - 34

OPERATIONS

Bottling a
Brand
Pizzeria owners extend
their brand reach with
private labeling and
licensing products
By Nora Caley
Photo Josh Keown

P

izzeria owners who
want to package
their signature sauce,
dough or whole pies to sell
in stores or online might find
the process is not easy, but the
extra exposure and revenue
are a plus. That was especially
true during the COVID-19
crisis when restaurants closed
but some were able to sell
their private label products.
As businesses move to a
post-pandemic model, licensing certain foods can help
pizzerias stay on the minds of
customers.
Here are some considerations before jumping into the
private label business.

Differentiate the brand
Portland Pie Company
opened its first location in
Portland, Maine, in 1997. To
differentiate itself from the
competition, the restaurant
serves pizza on house-made,
flavored craft dough such as
Basil, Beer, Garlic and Wheat.
The business started selling
the doughballs directly to
customers from the shop so
they could make their own
pizza at home. " That just took
off, " says Jeff Perkins, CEO
and owner. " People loved

the flavors and the taste and the demand
continued to increase. "
In 2007, grocery stores sought to sell
more locally-produced items in stores. Portland Pie Company jumped at the
opportunity, and eventually built a facility
to produce the doughballs. Over the years,

the retail sales have helped the pizzeria
increase brand recognition, and even helped
with consumer research. " Currently, our
doughball sales have a larger footprint than
our eight restaurants, " Perkins says. " So as
we continue to expand our restaurant operations, we have the ability to look at how

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Pizza Today - April 2021

Table of Contents for the Digital Edition of Pizza Today - April 2021

Pizza Today April 2021
Commentary
Digital
Conversation
Mike's Monthly Tip
Man on the Street
Building Blocks
Tony's Trending Recipe
Knead to Know
Destinations
Ghost Kitchens
New Item Roll Out
Private Labeling
Outdoor Dining Setup
The New York Style
Going Pesto
Latest menu Trends
Product Showcase
Pizza Today Yellow Pages
The Marketplace
Expo Spotlight
Pizza Today - April 2021 - CT1
Pizza Today - April 2021 - CT2
Pizza Today - April 2021 - Pizza Today April 2021
Pizza Today - April 2021 - Cover2
Pizza Today - April 2021 - Commentary
Pizza Today - April 2021 - 4
Pizza Today - April 2021 - 5
Pizza Today - April 2021 - 6
Pizza Today - April 2021 - 7
Pizza Today - April 2021 - Digital
Pizza Today - April 2021 - 9
Pizza Today - April 2021 - Conversation
Pizza Today - April 2021 - 11
Pizza Today - April 2021 - Mike's Monthly Tip
Pizza Today - April 2021 - 13
Pizza Today - April 2021 - Man on the Street
Pizza Today - April 2021 - 15
Pizza Today - April 2021 - Building Blocks
Pizza Today - April 2021 - 17
Pizza Today - April 2021 - Tony's Trending Recipe
Pizza Today - April 2021 - 19
Pizza Today - April 2021 - Knead to Know
Pizza Today - April 2021 - 21
Pizza Today - April 2021 - 22
Pizza Today - April 2021 - 23
Pizza Today - April 2021 - Destinations
Pizza Today - April 2021 - 25
Pizza Today - April 2021 - Ghost Kitchens
Pizza Today - April 2021 - 27
Pizza Today - April 2021 - 28
Pizza Today - April 2021 - 29
Pizza Today - April 2021 - New Item Roll Out
Pizza Today - April 2021 - 31
Pizza Today - April 2021 - 32
Pizza Today - April 2021 - 35
Pizza Today - April 2021 - Private Labeling
Pizza Today - April 2021 - PEC1
Pizza Today - April 2021 - PE2
Pizza Today - April 2021 - PE3
Pizza Today - April 2021 - PE4
Pizza Today - April 2021 - PE5
Pizza Today - April 2021 - PE6
Pizza Today - April 2021 - PE7
Pizza Today - April 2021 - PE8
Pizza Today - April 2021 - PE9
Pizza Today - April 2021 - PE10
Pizza Today - April 2021 - PE11
Pizza Today - April 2021 - PE12
Pizza Today - April 2021 - PE13
Pizza Today - April 2021 - PE14
Pizza Today - April 2021 - PE15
Pizza Today - April 2021 - PE16
Pizza Today - April 2021 - 35
Pizza Today - April 2021 - Outdoor Dining Setup
Pizza Today - April 2021 - 37
Pizza Today - April 2021 - 38
Pizza Today - April 2021 - 39
Pizza Today - April 2021 - 40
Pizza Today - April 2021 - 41
Pizza Today - April 2021 - The New York Style
Pizza Today - April 2021 - 43
Pizza Today - April 2021 - Going Pesto
Pizza Today - April 2021 - 45
Pizza Today - April 2021 - Latest menu Trends
Pizza Today - April 2021 - 47
Pizza Today - April 2021 - 48
Pizza Today - April 2021 - 49
Pizza Today - April 2021 - Product Showcase
Pizza Today - April 2021 - 51
Pizza Today - April 2021 - Pizza Today Yellow Pages
Pizza Today - April 2021 - 53
Pizza Today - April 2021 - 54
Pizza Today - April 2021 - 55
Pizza Today - April 2021 - 56
Pizza Today - April 2021 - 57
Pizza Today - April 2021 - The Marketplace
Pizza Today - April 2021 - 59
Pizza Today - April 2021 - 60
Pizza Today - April 2021 - 61
Pizza Today - April 2021 - 62
Pizza Today - April 2021 - 63
Pizza Today - April 2021 - 64
Pizza Today - April 2021 - 65
Pizza Today - April 2021 - Expo Spotlight
Pizza Today - April 2021 - Cover3
Pizza Today - April 2021 - Cover4
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