Pizza Today - July 2015 - (Page 59)
Luis Garcia, Tony Troiano and
Pasquale Garcia crank out around
1,100 orders per day at J.B.
Alberto's Pizza in Chicago.
bought J.B.'s in the summer of 1982. We
ran them separately for about a year until
we prepared this location. We own the
real estate here, so we wanted to prepare
this location to double the business."
Once the businesses were combined
to what is now known as J.B. Alberto's,
Troiano was able to focus on what his
operation did best: delivery.
More than three decades later, the
business he bought into at age 16 is now
one of the busiest delivery shops in the
nation. In fact, sales are near the
$4 million mark.
J.B. Alberto's is set up specificially
to handle large volumes. Troiano
uses rotating deck ovens that can
accommodate multiple pizzas at one
time. A bank of phones staffed by 8 to
10 order takers on a busy night helps
expedite the process.
"We do a lot of volume," Troiano says.
"We'll do around 1,100 orders each day.
On a busy night we'll have somewhere
around 30 delivery drivers going."
While pizza accounts for the majority
of the business, J.B. Alberto's offers a full
menu that goes well beyond the comfort
zone of the typical pizzeria. Burgers,
steaks, seafood baskets, fried chicken,
BBQ ribs and even house-made cole slaw
are all on the delivery menu.
"We do offer a little bit of everything,"
Troiano admits. "We have people who
eat here three, four times a week. There's
such a variety here that you can do that
and not have to eat the same thing.
"The other thing we want to do is take
away the veto vote. Sometimes if you
are ordering out, there may be that one
person in the family who doesn't want
pizza or can't eat pizza. So the family
ends up ordering something else. But
with us, everyone in a family can make
one call and place one order and all sit
down together and eat at the same time
whether they're all eating pizza or one of
them is eating a fried chicken dinner."
TAVERN STYLE PIZZA
Still, says Troiano, the primary focus
is pizza. And while his restaurant offers
both thin-crust pies (often referred to as
"tavern style" in Chicagoland) and deepdish, J.B. Alberto's knows what ultimately
pays the bills at the end of the day.
"I can't get away from my core
business, which is Chicago-style thincrust pizza," says Troiano.
The restaurant promotes its pizza
through a variety of ways, from t-shirt
giveaways to community involvement.
"Community involvement is huge,"
says Troiano. "We help out pretty much
everyone who asks. Because it just comes
back to you in goodwill and customer
"Beyond that we like to market a lot
to our existing customers with e-mail
marketing using our POS system. Your
existing customers are your best targets!"
Jeremy White is editor-in-chief of Pizza
J U LY 2 0 1 5 / P I Z Z AT O D AY. C O M / 5 9
Table of Contents for the Digital Edition of Pizza Today - July 2015
Pizza Today - July 2015
Man on the Street
Respecting the Craft
Places That Rock
It’s a Stretch
Outside Looking In
Delivering the Goods
Pizza Today Yellow Pages
Behind the Scenes
Pizza Today - July 2015