Pizza Today - December 2017 - 12

Expo Spotlight
BILL OAKLEY

OPENING KEYNOTE SPEAKER ANNOUNCED!

T

Bobby Stuckey

Lachlan Mackinnon-Patterson

his year's opening keynote
speakers will be Bobby Stuckey
and Lachlan Mackinnon-Patterson of Pizzeria Locale. In 2011, the
duo opened their first store as a fullservice restaurant in Boulder, Colorado.
Steve Ells of Chipotle Mexican Grill
was one of their customers. The three
became friends and decided to work
together to restructure Pizzeria Locale
as one of the earliest fast-casual restaurant concepts in the pizza industry.
The partners were determined to
change the expectation of fast-casual
pizza by refining service to evolve into
a new hybrid category called fast-fine
dining, or more accurately, convenience
with fine touches. To achieve their goal
they focused on customer service and
not dough skills. They contend it's easy
to teach dough skills, but not so easy to
inspire hospitality-based service, which
starts with a courteous, ambitious,
intelligent and motivated high-energy
staff.
To that end each unit and each
employee is expected to be scored
against a series of benchmarks. Customer service is broken down into four
categories: great food (hand-stretched
dough, fresh ingredients, etc.); flow
(sequence of service); hospitality (who
is your patron?); and ambiance (décor,
cleanliness, lighting, music, etc.). In
this view, the way to create fast-fine
experience is to strategically focus on
the customer - from the time they are
greeted when they walk through the

front door to when they leave.
What also separates Pizzeria Locale
from the competition is the 100-percent whole-wheat crust, which is light
and chewy with a buttery taste. Today,
less than 1 percent of chefs and bakers
in America are baking with 100-percent whole-wheat flour. After nearly a
year of hard work and research, not to
mention a significant financial investment, they've created pizza dough that
makes them proud. The ingredients
consist of only flour, water, yeast and
salt.
The basis for their concept was their
desire to make fast food the way it was
made in 19th century Italy, back when
pizza was considered a street food and
was beloved by its patrons because it
was cheap, quick and resulted in gastronomic ecstasy.
As with Chipotle, Pizzeria Locale
doesn't intend to pursue franchising,
but instead will follow the same expansion strategy - first create demand,
then determine whether the economic
model is succeeding as a return on
investment. The final step is to look at
the team to determine who can step up
and lead a new unit.
I think you'll find Pizzeria Locale's
story fascinating - an inspiring opening act on the busy first exhibit hall day
at Pizza Expo.
Best regards,
Bill Oakley
Group Show Director

MARCH 19-22, 2018
LAS VEGAS CONVENTION CENTER

REGISTRATION NOW OPEN

PIZZATODAY.COM
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Table of Contents for the Digital Edition of Pizza Today - December 2017

Pizza Today - December 2017
Commentary
Contents
Contributors
Expo Spotlight
Interact
Conversation
Conversation
Man on the Street
Respecting the Craft
Respecting the Craft
At Your Service
Destinations
Destinations
Knead to Know
Pizza & Pasta Northeast Recap
Road to Pizza Expo
Menu Guide
2018 Menu Guide
Product Showcase
Pizza Today Yellow Pages
The Marketplace
Reader’s Resource
Mike’s Monthy Tip
Pizza Today - December 2017 - CT1
Pizza Today - December 2017 - CT2
Pizza Today - December 2017 - Pizza Today - December 2017
Pizza Today - December 2017 - Cover2
Pizza Today - December 2017 - Commentary
Pizza Today - December 2017 - 4
Pizza Today - December 2017 - 5
Pizza Today - December 2017 - 6
Pizza Today - December 2017 - 7
Pizza Today - December 2017 - Contents
Pizza Today - December 2017 - 9
Pizza Today - December 2017 - Contributors
Pizza Today - December 2017 - 11
Pizza Today - December 2017 - Expo Spotlight
Pizza Today - December 2017 - 13
Pizza Today - December 2017 - Interact
Pizza Today - December 2017 - 15
Pizza Today - December 2017 - Conversation
Pizza Today - December 2017 - 17
Pizza Today - December 2017 - Man on the Street
Pizza Today - December 2017 - 19
Pizza Today - December 2017 - Respecting the Craft
Pizza Today - December 2017 - 21
Pizza Today - December 2017 - At Your Service
Pizza Today - December 2017 - 23
Pizza Today - December 2017 - Destinations
Pizza Today - December 2017 - 25
Pizza Today - December 2017 - Knead to Know
Pizza Today - December 2017 - 27
Pizza Today - December 2017 - 28
Pizza Today - December 2017 - 29
Pizza Today - December 2017 - 30
Pizza Today - December 2017 - 31
Pizza Today - December 2017 - 32
Pizza Today - December 2017 - 33
Pizza Today - December 2017 - 34
Pizza Today - December 2017 - 35
Pizza Today - December 2017 - 36
Pizza Today - December 2017 - 37
Pizza Today - December 2017 - 38
Pizza Today - December 2017 - 39
Pizza Today - December 2017 - 40
Pizza Today - December 2017 - 41
Pizza Today - December 2017 - 42
Pizza Today - December 2017 - 43
Pizza Today - December 2017 - Pizza & Pasta Northeast Recap
Pizza Today - December 2017 - 45
Pizza Today - December 2017 - Road to Pizza Expo
Pizza Today - December 2017 - 47
Pizza Today - December 2017 - 48
Pizza Today - December 2017 - 49
Pizza Today - December 2017 - 2018 Menu Guide
Pizza Today - December 2017 - 51
Pizza Today - December 2017 - 52
Pizza Today - December 2017 - 53
Pizza Today - December 2017 - 54
Pizza Today - December 2017 - 55
Pizza Today - December 2017 - 56
Pizza Today - December 2017 - 57
Pizza Today - December 2017 - 58
Pizza Today - December 2017 - 59
Pizza Today - December 2017 - 60
Pizza Today - December 2017 - 61
Pizza Today - December 2017 - 62
Pizza Today - December 2017 - 63
Pizza Today - December 2017 - 64
Pizza Today - December 2017 - 65
Pizza Today - December 2017 - 66
Pizza Today - December 2017 - 67
Pizza Today - December 2017 - 68
Pizza Today - December 2017 - 69
Pizza Today - December 2017 - 70
Pizza Today - December 2017 - 71
Pizza Today - December 2017 - 72
Pizza Today - December 2017 - 73
Pizza Today - December 2017 - 74
Pizza Today - December 2017 - Product Showcase
Pizza Today - December 2017 - 76
Pizza Today - December 2017 - 77
Pizza Today - December 2017 - Pizza Today Yellow Pages
Pizza Today - December 2017 - 79
Pizza Today - December 2017 - 80
Pizza Today - December 2017 - 81
Pizza Today - December 2017 - 82
Pizza Today - December 2017 - 83
Pizza Today - December 2017 - 84
Pizza Today - December 2017 - 85
Pizza Today - December 2017 - 86
Pizza Today - December 2017 - The Marketplace
Pizza Today - December 2017 - 88
Pizza Today - December 2017 - 89
Pizza Today - December 2017 - 90
Pizza Today - December 2017 - 91
Pizza Today - December 2017 - 92
Pizza Today - December 2017 - 93
Pizza Today - December 2017 - 94
Pizza Today - December 2017 - 95
Pizza Today - December 2017 - 96
Pizza Today - December 2017 - Reader’s Resource
Pizza Today - December 2017 - Mike’s Monthy Tip
Pizza Today - December 2017 - Cover3
Pizza Today - December 2017 - Cover4
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