Pizza Today - May 2016 - 40

"We eat food for nutrition. If we're not
getting nutrition, the food is processed
without any nutrients absorbed into the
body."
Haas thinks offering low-salt menu
items "shows as a restaurateur you care
about your customers, and want to
include everyone who comes to your
restaurant," she says. "Why not do that
to set an example, and be the one who
welcomes all types of people to enjoy
your food?"
But how do you lower the sodium
in your current menu without
ruining the flavor? You simply change

the way customers receive the salty
taste. A recent study in Food Chemistry
shows by applying an accelerated salt
delivery system, such as a watery salt
solution to one side of the crust or by
adding coarse-grained salt late in the
dough-making process, that the taste
quality is maintained while the sodium
is reduced by up to 25 percent.
"Ingredients are driving the market
and customers are really interested in
natural products," says Belletto. "Go
fresh and local, and cook your menu
items more frequently. High-quality
ingredients cooked correctly maintain
nutritional value while making people
come back for more."
Creating new, low-sodium recipes
from the ground up is also an option.
Restaurateurs like Aaron Sanchez,
COO of The Healthy Pizza Company,
have already utilized specific foods to
create lower-salt pizzas. "Ingredients
are the beginning, and you work with
them to create a healthier product," says
Sanchez. "We created a concept from
the ingredients: lower-sodium, lowerfat products and all-natural lean meats.
We made sure our ingredients met
these standards first, and then created
our menu items."
By using healthier building blocks,
he shows customers they can eat better
without sacrificing flavor. Sanchez
utilizes his on-staff doctor for recipe
creation and assessing nutritional value,
but for other owners, Haas suggests
hiring a dietitian for these endeavors.

4 0 / P I Z Z AT O D AY. C O M / M AY 2 0 1 6

"If you're not marketing healthy
food, you're not marketing to
your current and future markets.

Marketing fresh, local, organic
ingredients is the cutting edge," says
Belletto.
Kamron Karington, founder and
CEO of Repeat Returns, suggests
starting your marketing by analyzing
your customer's identity and finding the
hungry crowd, which could be at health
clubs, yoga studios or doctor's offices.
Next, market the story of how
eating your pizza is an experience.
Explain your top-notch ingredients and
cooking process with emotional words
that resonate. Then offer a guarantee.
"When you're encouraging someone
to try something new, a guarantee is
the fastest, cheapest, most efficient way
to have them try it," says Karington.
"If the pizza wasn't good, you couldn't
offer a guarantee. It also shortcuts the
customer's thought of, 'Am I going to
like it?'"
Offering a compatible, value-added
incentive, like a free salad, is another
way to drive traffic. "You're going to
give them something, but they're still
paying full price for the pizza," he adds.
Finally, don't discount your prices
since producing healthy items may
cost more. "I ensured I had the highest
prices, and would say this costs more,
but here's what you get for that extra
dollar, and list off the differences," says
Karington. "Now there's contrast and
customers think, 'For a buck or two
more I can get all that, what a bargain.'"
Health-minded people are also
accustomed to spending more for food
that fits that lifestyle, according to
Karington.
For his company, Sanchez posts
attractive product photos on social
media, offers samples and advertises
the benefits of his low-sodium, allnatural ingredients in magazines geared
towards fitness. Instead of exclusively
marketing the word "healthy," which he
thinks has a somewhat negative connotation, Sanchez says "in our advertising, we focus a lot on how delicious
it is, and use a tagline like "You won't

believe it's healthy." We need to educate
the customer as to what the benefits of
eating here are." n
MANDY ELLIS is an Austin-based freelance
writer who covers food, health and travel
trends.

Be Creative
With LowerSodium Swaps
To offer a lower-sodium pizza on your
menu, here are some options:
* Offer a whole-wheat crust for
texture then top it with garlic, arugula,
and lemon-infused oil.
* On your "lower sodium" pizzas,
use less cheese by swapping to robust
cheeses that require smaller amounts,
such as feta or bleu cheese.
* Offer all-natural, nitrate-free, lean
meats such as chicken sausage and
turkey pepperoni.
* Make your own sauce with no salt
added or low-sodium canned tomatoes
and lots of fresh herbs.
* Finish the pizza with an acid like
lemon juice or a "salty" ingredient like
olives for flavor without extra sodium.
* Move away from packaged and
processed products and switch to fresh,
never-frozen ingredients.


http://www.PIZZATODAY.COM

Pizza Today - May 2016

Table of Contents for the Digital Edition of Pizza Today - May 2016

Pizza Today - May 2016
Commentary
Contents
Contributors
Expo Spotlight
Interact
Conversation
Man on the Street
Respecting the Craft
Trending Recipes
Destinations
Dough Doctor
Liability Issues?
The Grandma Pie
Lowering the Sodium
Trending at International Pizza Challenge
First Steps to Selling a Pizzeria
The Fast-Casual Pizza Players
Indies in Fast Casual
2016 Pizza Expo Wrap-up
Pizza Today on the Road: Slyce Pizza Bar, Tampa, FL
Product Showcase
Pizza Today Yellow Pages
The Marketplace
Reader’s Resource
Snapped
Pizza Today - May 2016 - CT1
Pizza Today - May 2016 - CT2
Pizza Today - May 2016 - Pizza Today - May 2016
Pizza Today - May 2016 - Cover2
Pizza Today - May 2016 - Commentary
Pizza Today - May 2016 - 4
Pizza Today - May 2016 - 5
Pizza Today - May 2016 - Contents
Pizza Today - May 2016 - 7
Pizza Today - May 2016 - 8
Pizza Today - May 2016 - 9
Pizza Today - May 2016 - Contributors
Pizza Today - May 2016 - 11
Pizza Today - May 2016 - Expo Spotlight
Pizza Today - May 2016 - 13
Pizza Today - May 2016 - Interact
Pizza Today - May 2016 - 15
Pizza Today - May 2016 - Conversation
Pizza Today - May 2016 - 17
Pizza Today - May 2016 - Man on the Street
Pizza Today - May 2016 - 19
Pizza Today - May 2016 - Respecting the Craft
Pizza Today - May 2016 - 21
Pizza Today - May 2016 - Trending Recipes
Pizza Today - May 2016 - 23
Pizza Today - May 2016 - Destinations
Pizza Today - May 2016 - 25
Pizza Today - May 2016 - Dough Doctor
Pizza Today - May 2016 - 27
Pizza Today - May 2016 - 28
Pizza Today - May 2016 - 29
Pizza Today - May 2016 - Liability Issues?
Pizza Today - May 2016 - 31
Pizza Today - May 2016 - 32
Pizza Today - May 2016 - 33
Pizza Today - May 2016 - The Grandma Pie
Pizza Today - May 2016 - 35
Pizza Today - May 2016 - 36
Pizza Today - May 2016 - 37
Pizza Today - May 2016 - Lowering the Sodium
Pizza Today - May 2016 - 39
Pizza Today - May 2016 - 40
Pizza Today - May 2016 - 41
Pizza Today - May 2016 - 42
Pizza Today - May 2016 - 43
Pizza Today - May 2016 - Trending at International Pizza Challenge
Pizza Today - May 2016 - 45
Pizza Today - May 2016 - 46
Pizza Today - May 2016 - 47
Pizza Today - May 2016 - First Steps to Selling a Pizzeria
Pizza Today - May 2016 - 49
Pizza Today - May 2016 - 50
Pizza Today - May 2016 - 51
Pizza Today - May 2016 - The Fast-Casual Pizza Players
Pizza Today - May 2016 - 53
Pizza Today - May 2016 - 54
Pizza Today - May 2016 - 55
Pizza Today - May 2016 - Indies in Fast Casual
Pizza Today - May 2016 - 57
Pizza Today - May 2016 - 2016 Pizza Expo Wrap-up
Pizza Today - May 2016 - 59
Pizza Today - May 2016 - 60
Pizza Today - May 2016 - 61
Pizza Today - May 2016 - Pizza Today on the Road: Slyce Pizza Bar, Tampa, FL
Pizza Today - May 2016 - 63
Pizza Today - May 2016 - 64
Pizza Today - May 2016 - 65
Pizza Today - May 2016 - 66
Pizza Today - May 2016 - Product Showcase
Pizza Today - May 2016 - 68
Pizza Today - May 2016 - 69
Pizza Today - May 2016 - Pizza Today Yellow Pages
Pizza Today - May 2016 - 71
Pizza Today - May 2016 - 72
Pizza Today - May 2016 - 73
Pizza Today - May 2016 - 74
Pizza Today - May 2016 - 75
Pizza Today - May 2016 - 76
Pizza Today - May 2016 - 77
Pizza Today - May 2016 - The Marketplace
Pizza Today - May 2016 - 79
Pizza Today - May 2016 - 80
Pizza Today - May 2016 - 81
Pizza Today - May 2016 - 82
Pizza Today - May 2016 - 83
Pizza Today - May 2016 - 84
Pizza Today - May 2016 - 85
Pizza Today - May 2016 - 86
Pizza Today - May 2016 - 87
Pizza Today - May 2016 - 88
Pizza Today - May 2016 - Reader’s Resource
Pizza Today - May 2016 - Snapped
Pizza Today - May 2016 - Cover3
Pizza Today - May 2016 - Cover4
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