Pizza Today - March 2017 - 108

There's a local baker here that I gave
our recipe to. We worked with them for
about a month until it was perfected.
They make it every night, let it sit for 12
hours and then deliver it. We use it 1224 hours after that. So it sits for 24-36
hours total before we use it.
"They also do all our bread and freshbaked goods like cookies and brownies,
simple desserts like that. We get that
delivered every day, our dough gets
delivered every day and our produce also
gets delivered every day. So we don't
have to store a lot. It's nice to have all
of that stuff delivered fresh seven days
a week. Not a lot of places can say that
they get their produce delivered every
single morning. They bake our bread
around 3 a.m. and we get it at 9 a.m. So
it's really fresh. And I think those things
make a huge difference when you talk
about product quality and consistency."
Dough and bread aren't the only
components Theo's has successfully
outsourced. The company is also seeing
positive results by using a third-party
delivery company.
"We partnered with a Louisianabased company," Orintas says. "So a
third-party company is doing it for
us. I've never worked for a pizza place
that delivered, so I don't really know
how all that works. But this was a fairly
inexpensive entry point into delivery so
that we can see if it works. If it really
blows up, we may bring it in house.
But right now we're doing it at two of
our four locations. We do about 15-18
orders a day out of each location. In the
middle of the weekends we'll do around
60 between the two stores."
Much like, say, Uber, this is an appbased platform that offers end customers
a cashless transaction, Orintas explains.
"The customer just puts the credit card
on file and the delivery company doesn't
have to do anything with the customer
besides drop off the food."
Theo's announced the initiative
on social media, via e-mail and with
1 0 8 / P I Z Z AT O D AY. C O M / M A R C H 2 0 1 7

in-store promotions. So far, so good,
Orintas says.
"It's easy for us. They deal with any
customer complaints. If it's something
we mess up, we fix it. If it's something
they mess up, they assume that
responsibility for making it right with
the customer," he explains. "It's tough
to go from no delivery to four stores
doing full delivery. You have to get
your computer systems and all of your
systems ready for that. How do you
have eight or 10 delivery drivers and
the payroll behind all of that? This way,
it's very easy for us to do. They take a
percentage of sales. It's a very small
percentage. And the end-user pays a $6
delivery fee. So that's how they make
their money."
While customers have not completely
balked at the $6 delivery fee, Theo's is
looking into ways to work around it for
regulars.
"We're actually working on getting
to where we have a code that our
established regular customers can use
when they order," Orintas says. "If you
are a regular customer, you'll be able
to enter the code and we will pay the
$6 delivery fee instead of the customer
having to pay it. I think it does make a
difference when you're ordering. And,
for me, I think it's cheaper to pay that
$6 than to get the insurance and to
hire additional staff for delivery and
deal with delivery bags and computer
systems and storage and all of that."
The real upside to the experiment?
"The average checks on our delivery
orders are a lot higher than I thought,"
Orintas confides. "We're at that $35-40
range on average, which is huge. On a
weekday we add $400-500 on our sales,
times two because we're doing it at two
stores. On a weekend we add $700-750
for each of the two stores (that offer the
service). That's a lot." n
JEREMY WHITE is

Today.

editor in chief at Pizza


http://www.PIZZATODAY.COM

Pizza Today - March 2017

Table of Contents for the Digital Edition of Pizza Today - March 2017

Pizza Today - March 2017
Commentary
Contents
Contributors
Expo Spotlight
Interact
Conversation
Man on the Street
Respecting the Craft
On Tap
Destinations
Knead to Know
Menu Strategies
Tabletop Condiments
Brand With Merchandise
Speeding Up Service
America’s No. 1 Topping: Pepperoni
Neo vs. Neapolitan
How To Change Products
Dessert Pizzas
Up-to-Date Financials
Upgrading Tech
Analyzing Competition
What is Baker’s Lung?
Start Up Stories
Community Partnerships
Vital Sanitization
Road to Expo: Doug Ferriman and George Hadjis
Unemployment Claims
Pizza Today on the Road: Theo’s, New Orleans, LA
Pizza Today on the Road: Pupatella, Arlington, VA.
Pizza Today on the Road: Pizzeria Paradiso, Washington D.C.
Preferred Supplier
Pizza Today Yellow Pages
The Marketplace
Reader’s Resource
Trending Recipe
Pizza Today - March 2017 - CT1
Pizza Today - March 2017 - CT2
Pizza Today - March 2017 - Pizza Today - March 2017
Pizza Today - March 2017 - Cover2
Pizza Today - March 2017 - Commentary
Pizza Today - March 2017 - 4
Pizza Today - March 2017 - 5
Pizza Today - March 2017 - Contents
Pizza Today - March 2017 - 7
Pizza Today - March 2017 - 8
Pizza Today - March 2017 - 9
Pizza Today - March 2017 - Contributors
Pizza Today - March 2017 - 11
Pizza Today - March 2017 - Expo Spotlight
Pizza Today - March 2017 - 13
Pizza Today - March 2017 - Interact
Pizza Today - March 2017 - 15
Pizza Today - March 2017 - Conversation
Pizza Today - March 2017 - 17
Pizza Today - March 2017 - Man on the Street
Pizza Today - March 2017 - 19
Pizza Today - March 2017 - Respecting the Craft
Pizza Today - March 2017 - 21
Pizza Today - March 2017 - On Tap
Pizza Today - March 2017 - 23
Pizza Today - March 2017 - Destinations
Pizza Today - March 2017 - 25
Pizza Today - March 2017 - Knead to Know
Pizza Today - March 2017 - 27
Pizza Today - March 2017 - 28
Pizza Today - March 2017 - 29
Pizza Today - March 2017 - 30
Pizza Today - March 2017 - 31
Pizza Today - March 2017 - Menu Strategies
Pizza Today - March 2017 - 33
Pizza Today - March 2017 - 34
Pizza Today - March 2017 - 35
Pizza Today - March 2017 - Tabletop Condiments
Pizza Today - March 2017 - 37
Pizza Today - March 2017 - 38
Pizza Today - March 2017 - 39
Pizza Today - March 2017 - Brand With Merchandise
Pizza Today - March 2017 - 41
Pizza Today - March 2017 - 42
Pizza Today - March 2017 - 43
Pizza Today - March 2017 - Speeding Up Service
Pizza Today - March 2017 - 45
Pizza Today - March 2017 - 46
Pizza Today - March 2017 - 47
Pizza Today - March 2017 - America’s No. 1 Topping: Pepperoni
Pizza Today - March 2017 - 49
Pizza Today - March 2017 - 50
Pizza Today - March 2017 - 51
Pizza Today - March 2017 - Neo vs. Neapolitan
Pizza Today - March 2017 - 53
Pizza Today - March 2017 - 54
Pizza Today - March 2017 - 55
Pizza Today - March 2017 - How To Change Products
Pizza Today - March 2017 - 57
Pizza Today - March 2017 - 58
Pizza Today - March 2017 - 59
Pizza Today - March 2017 - Dessert Pizzas
Pizza Today - March 2017 - 61
Pizza Today - March 2017 - 62
Pizza Today - March 2017 - 63
Pizza Today - March 2017 - 64
Pizza Today - March 2017 - 65
Pizza Today - March 2017 - Up-to-Date Financials
Pizza Today - March 2017 - 67
Pizza Today - March 2017 - 68
Pizza Today - March 2017 - 69
Pizza Today - March 2017 - Upgrading Tech
Pizza Today - March 2017 - 71
Pizza Today - March 2017 - 72
Pizza Today - March 2017 - 73
Pizza Today - March 2017 - Analyzing Competition
Pizza Today - March 2017 - 75
Pizza Today - March 2017 - 76
Pizza Today - March 2017 - 77
Pizza Today - March 2017 - What is Baker’s Lung?
Pizza Today - March 2017 - 79
Pizza Today - March 2017 - 80
Pizza Today - March 2017 - 81
Pizza Today - March 2017 - Start Up Stories
Pizza Today - March 2017 - 83
Pizza Today - March 2017 - 84
Pizza Today - March 2017 - 85
Pizza Today - March 2017 - Community Partnerships
Pizza Today - March 2017 - 87
Pizza Today - March 2017 - 88
Pizza Today - March 2017 - 89
Pizza Today - March 2017 - Vital Sanitization
Pizza Today - March 2017 - 91
Pizza Today - March 2017 - 92
Pizza Today - March 2017 - 93
Pizza Today - March 2017 - Road to Expo: Doug Ferriman and George Hadjis
Pizza Today - March 2017 - 95
Pizza Today - March 2017 - 96
Pizza Today - March 2017 - 97
Pizza Today - March 2017 - Unemployment Claims
Pizza Today - March 2017 - 99
Pizza Today - March 2017 - 100
Pizza Today - March 2017 - 101
Pizza Today - March 2017 - Pizza Today on the Road: Theo’s, New Orleans, LA
Pizza Today - March 2017 - 103
Pizza Today - March 2017 - 104
Pizza Today - March 2017 - 105
Pizza Today - March 2017 - 106
Pizza Today - March 2017 - 107
Pizza Today - March 2017 - 108
Pizza Today - March 2017 - 109
Pizza Today - March 2017 - Pizza Today on the Road: Pupatella, Arlington, VA.
Pizza Today - March 2017 - 111
Pizza Today - March 2017 - 112
Pizza Today - March 2017 - 113
Pizza Today - March 2017 - 114
Pizza Today - March 2017 - 115
Pizza Today - March 2017 - Pizza Today on the Road: Pizzeria Paradiso, Washington D.C.
Pizza Today - March 2017 - 117
Pizza Today - March 2017 - 118
Pizza Today - March 2017 - 119
Pizza Today - March 2017 - 120
Pizza Today - March 2017 - 121
Pizza Today - March 2017 - Preferred Supplier
Pizza Today - March 2017 - 123
Pizza Today - March 2017 - 124
Pizza Today - March 2017 - 125
Pizza Today - March 2017 - 126
Pizza Today - March 2017 - 127
Pizza Today - March 2017 - 128
Pizza Today - March 2017 - 129
Pizza Today - March 2017 - 130
Pizza Today - March 2017 - 131
Pizza Today - March 2017 - 132
Pizza Today - March 2017 - 133
Pizza Today - March 2017 - 134
Pizza Today - March 2017 - 135
Pizza Today - March 2017 - 136
Pizza Today - March 2017 - 137
Pizza Today - March 2017 - 138
Pizza Today - March 2017 - 139
Pizza Today - March 2017 - 140
Pizza Today - March 2017 - 141
Pizza Today - March 2017 - 142
Pizza Today - March 2017 - 143
Pizza Today - March 2017 - 144
Pizza Today - March 2017 - 145
Pizza Today - March 2017 - Pizza Today Yellow Pages
Pizza Today - March 2017 - 147
Pizza Today - March 2017 - 148
Pizza Today - March 2017 - 149
Pizza Today - March 2017 - 150
Pizza Today - March 2017 - 151
Pizza Today - March 2017 - 152
Pizza Today - March 2017 - 153
Pizza Today - March 2017 - 154
Pizza Today - March 2017 - The Marketplace
Pizza Today - March 2017 - 156
Pizza Today - March 2017 - 157
Pizza Today - March 2017 - 158
Pizza Today - March 2017 - 159
Pizza Today - March 2017 - 160
Pizza Today - March 2017 - 161
Pizza Today - March 2017 - 162
Pizza Today - March 2017 - 163
Pizza Today - March 2017 - 164
Pizza Today - March 2017 - 165
Pizza Today - March 2017 - 166
Pizza Today - March 2017 - 167
Pizza Today - March 2017 - 168
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Pizza Today - March 2017 - Trending Recipe
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