Pizza Today - August 2022 - 48

expect for a million-dollara-month
business. However, " It's
tiny, right? " Tony says. " Everyone knows
their stations. They are good at what
they do. They're great pizza makers. "
Approximately 100 employees staff
Tony's and the Slice House. A seasoned
and tested team has been vital to Tony's
success. " Robvell, JP, Stephanie, Mario,
Juan, there are a lot that have been with
us since the beginning. "
Retaining his team has been key in a
tough labor market. " A big part of it is I
try to lead by example, " Tony says. " So,
I am in the kitchen still. I think that's
pretty important that employees see you
working. I'm able to do that. Pay is
important. Treat them right is important. "
Tony
takes a sports team dynamic
approach with his crew and hiring.
" It's a game every night. You have to
be better at something. I've been pretty
fortunate enough to keep some really
great core employees. I think the core
is important. The infrastructure is
important. You can always get people to
leave and come but it's that GM, that
chef, wine director, lead bartenders, lead
servers. "
Another key factor in the
concept is creative marketing,
often unorthodox campaigns.
While Tony's currently does
not use a marketing or PR agency, the
pizzeria is able to drive traffic with fresh
stories that keep Tony's top of mind in
the community and beyond. During
Asian Pacific American Heritage
Month, Tony put a special pizza on its
menu for a month to help raise funds
for two badminton players to advance
in the sport. A teen badminton champ
himself, Tony even challenged the rising
stars to a friendly match and taught
them how to make pizza. It garnered
media attention and generated funds
for the athletes.
Cause marketing is close to Tony's
heart with three major charities: George
Mark Children's House, Family House,
and SF Marin Food Bank, as well as
regular pizza donations to St Vincent
de Paul.
To grab attention, Tony has collaborated
with artists to create custom,
limited-edition pizzas and boxes with
Ed Hardy and renowned artist and
North Beach neighbor Jeremy Fish.
Tony is all about creating buzzworthy
marketing. He is currently collaborating
with Fish on a creative project with
a local cannabis dispensary. Tony has
created an out-of-the-box slice/cannabis
pairing. " We do millionaire's bacon,
it has basil and tomatoes, " Tony says.
" I do it in the wood-fired oven. " The
pizza goes into Fish's custom-designed
box. " You bring that box up to the
dispensary, you have a Tony's preroll
called the 'Pizza Joint,' " he says. " It has
notes of the basil and the tomato and
that earthiness and smokiness of course
of that pizza. So, it's kind of cannabis
world, pizza world and artist. "
Tony says when you're up against
pizza companies with million-dollar ad
and marketing budgets you must find ways to
stand out from the crowd.
At the end of the day, it's the personal
connection. " When you have a personal
connection with your restaurant and a personal
connection to your customers and the food and
what it's like...those moments of purity are
important to share, " he says. " Tony's has always
been about that. I have a story about every
single pizza that lands on that table or the flour
or the oven it came out of. "
Visit PizzaToday.com for more exclusive
insights from our Pizzeria of the Year.
DENISE GREER is Executive Editor at
Pizza Today.
48 / PIZZATODAY.COM / AUGUST 2022
http://www.PizzaToday.com http://www.PIZZATODAY.COM

Pizza Today - August 2022

Table of Contents for the Digital Edition of Pizza Today - August 2022

PIZZERIA OF THE YEAR
Employee Ownership
Fall Menu Favorites
Blended Service Models
Pickles on Pizza
Commentary
Digital
Conversation
Mike's Monthly Tip
Man on the Street
Building Blocks
On Deck
Knead to Know
Destinations
Product Showcase
Pizza Today Yellow Pages
The Marketplace
Expo Spotlight
Pizza Today - August 2022 - CT1
Pizza Today - August 2022 - CT2
Pizza Today - August 2022 - Cover1
Pizza Today - August 2022 - Cover2
Pizza Today - August 2022 - Commentary
Pizza Today - August 2022 - 4
Pizza Today - August 2022 - 5
Pizza Today - August 2022 - 6
Pizza Today - August 2022 - 7
Pizza Today - August 2022 - Digital
Pizza Today - August 2022 - 9
Pizza Today - August 2022 - Conversation
Pizza Today - August 2022 - 11
Pizza Today - August 2022 - Mike's Monthly Tip
Pizza Today - August 2022 - 13
Pizza Today - August 2022 - Man on the Street
Pizza Today - August 2022 - 15
Pizza Today - August 2022 - Building Blocks
Pizza Today - August 2022 - 17
Pizza Today - August 2022 - On Deck
Pizza Today - August 2022 - 19
Pizza Today - August 2022 - Knead to Know
Pizza Today - August 2022 - 21
Pizza Today - August 2022 - 22
Pizza Today - August 2022 - 23
Pizza Today - August 2022 - Destinations
Pizza Today - August 2022 - 25
Pizza Today - August 2022 - Employee Ownership
Pizza Today - August 2022 - 27
Pizza Today - August 2022 - 28
Pizza Today - August 2022 - 29
Pizza Today - August 2022 - Blended Service Models
Pizza Today - August 2022 - 31
Pizza Today - August 2022 - 32
Pizza Today - August 2022 - 33
Pizza Today - August 2022 - Pickles on Pizza
Pizza Today - August 2022 - 35
Pizza Today - August 2022 - 36
Pizza Today - August 2022 - 37
Pizza Today - August 2022 - Fall Menu Favorites
Pizza Today - August 2022 - 39
Pizza Today - August 2022 - PIZZERIA OF THE YEAR
Pizza Today - August 2022 - 41
Pizza Today - August 2022 - 42
Pizza Today - August 2022 - 43
Pizza Today - August 2022 - 44
Pizza Today - August 2022 - 45
Pizza Today - August 2022 - 46
Pizza Today - August 2022 - 47
Pizza Today - August 2022 - 48
Pizza Today - August 2022 - 49
Pizza Today - August 2022 - Product Showcase
Pizza Today - August 2022 - 51
Pizza Today - August 2022 - Pizza Today Yellow Pages
Pizza Today - August 2022 - 53
Pizza Today - August 2022 - 54
Pizza Today - August 2022 - 55
Pizza Today - August 2022 - 56
Pizza Today - August 2022 - 57
Pizza Today - August 2022 - The Marketplace
Pizza Today - August 2022 - 59
Pizza Today - August 2022 - 60
Pizza Today - August 2022 - 61
Pizza Today - August 2022 - 62
Pizza Today - August 2022 - 63
Pizza Today - August 2022 - 64
Pizza Today - August 2022 - 65
Pizza Today - August 2022 - Expo Spotlight
Pizza Today - August 2022 - Cover3
Pizza Today - August 2022 - Cover4
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