Pizza Today - March 2020 - 68

Owners,
Jeff and Laura
Ambrose

Jeff and Laura purchased the California
restaurants in 2001. Chuck's wife Carol
Lee retained sole ownership of the original
location in Oregon.
The Ambroses have held true to Chuck's
vision. "We tried to hold on to many of the
things that he originally started with this
business," Laura says. "We still use the same
sauce recipe. We still do the fold over on
the crust. We still have the same focus for
the overall business. We still believe in his
philosophies of a taste of every topping in
every bite. There are certain things that he set
out as a philosophy, even sharing ownership
with the management team was a foundation
of his business."
"And evolve it and grow it," Jeff adds. The
Ambroses went on to expand Woodstock's
reach in California, adding stores in Santa
Cruz and Pacific Beach.

Decades of Evolution
The Ambroses have approached
Woodstock's decades of evolution with a focus
6 8 / P I Z Z AT O D AY. C O M / M A R C H 2 0 2 0

on the fundamentals and a keen eye on what's
next.
Woodstock's is that pizzeria in its college
communities that has reached a legendary,
nostalgic status. It's achieved this through
adapting to the communities and customers.
Each location has a large footprint with a
capacity of 100 to 250 guests. They also have
brand-unifying elements, while also being
unique to the communities they serve. The
signature tongue and groove wooden benches,
brick and a young, hip vibe connect the
locations.
Woodstock's has modified its traditional
counter-service style to incorporate food
runners and even testing a combination server
model in its newest locations.
Staying relevant is always top-of-mind
with Ambroses and vital to Woodstock's
growth. "We want to continue to have that
kind of legendary status of what people love
about the name and the brand but you still
need it to be cool," Laura says. "It means we
can't just be time warp on 1980 to still look

relevant in 2020."
The biggest changes and upgrades can be
found at Woodstock's two newest buildouts.
The Chico store was relocated after the
building was flooded and San Luis Obispo
took over the neighboring square footage.
Both locations received a complete remodel
and updated look.
They created a unique space in San Luis
Obispo called The Backyard, giving it an
outdoors feel and it has been a big hit. "It
was a decision that we were very successful
there and we wanted to not be chasing away
business. We decided to take the space next
door to us," Jeff says, adding that doubling its
size sparked a 30-percent sales increase yearover-year.
The Chico location has incorporated more
bar-height seating and introduced red cup
chandeliers that Laura says is a branding
design element moving forward.
Woodstock's menu has grown from three
combinations to nearly a dozen, a rotating
mix of innovative pies balanced with the


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Pizza Today - March 2020

Table of Contents for the Digital Edition of Pizza Today - March 2020

Pizza Today - March 2020
Commentary
Contributors
Expo Spotlight
Meet The Makers
Conversation
Man On The Street
Tony’s Trending Recipe
Knead To Know
Destinations
Customer Service Culture
Self-Ordering Kiosk
Meat Combo Pizzas
Trending Chili Peppers
Hot Topping: ‘Nduja
Understanding Cheese Prices
Text Marketing
Rewarding Staff
Increasing Frequency
Relationship Building
On The Road: Woodstock’s Pizza, San Diego, Ca
On The Road: Regents Pizzeria, La Jolla, Ca
Pizza Expo Preview
Preferred Supplier
Pizza Today Yellow Pages
The Marketplace
Reader’s Resource
Mike’s Monthly Tip
Pizza Today - March 2020 - CT1
Pizza Today - March 2020 - CT2
Pizza Today - March 2020 - Pizza Today - March 2020
Pizza Today - March 2020 - Cover2
Pizza Today - March 2020 - Commentary
Pizza Today - March 2020 - 4
Pizza Today - March 2020 - 5
Pizza Today - March 2020 - 6
Pizza Today - March 2020 - 7
Pizza Today - March 2020 - Contributors
Pizza Today - March 2020 - 9
Pizza Today - March 2020 - Expo Spotlight
Pizza Today - March 2020 - 11
Pizza Today - March 2020 - Meet The Makers
Pizza Today - March 2020 - 13
Pizza Today - March 2020 - Conversation
Pizza Today - March 2020 - 15
Pizza Today - March 2020 - Man On The Street
Pizza Today - March 2020 - 17
Pizza Today - March 2020 - Tony’s Trending Recipe
Pizza Today - March 2020 - 19
Pizza Today - March 2020 - Knead To Know
Pizza Today - March 2020 - 21
Pizza Today - March 2020 - 22
Pizza Today - March 2020 - 23
Pizza Today - March 2020 - Destinations
Pizza Today - March 2020 - 25
Pizza Today - March 2020 - Customer Service Culture
Pizza Today - March 2020 - 27
Pizza Today - March 2020 - 28
Pizza Today - March 2020 - 29
Pizza Today - March 2020 - Self-Ordering Kiosk
Pizza Today - March 2020 - 31
Pizza Today - March 2020 - 32
Pizza Today - March 2020 - 33
Pizza Today - March 2020 - Meat Combo Pizzas
Pizza Today - March 2020 - 35
Pizza Today - March 2020 - 36
Pizza Today - March 2020 - 37
Pizza Today - March 2020 - Trending Chili Peppers
Pizza Today - March 2020 - 39
Pizza Today - March 2020 - 40
Pizza Today - March 2020 - 41
Pizza Today - March 2020 - Hot Topping: ‘Nduja
Pizza Today - March 2020 - 43
Pizza Today - March 2020 - 44
Pizza Today - March 2020 - 45
Pizza Today - March 2020 - Understanding Cheese Prices
Pizza Today - March 2020 - 47
Pizza Today - March 2020 - 48
Pizza Today - March 2020 - 49
Pizza Today - March 2020 - Text Marketing
Pizza Today - March 2020 - 51
Pizza Today - March 2020 - 52
Pizza Today - March 2020 - 53
Pizza Today - March 2020 - Rewarding Staff
Pizza Today - March 2020 - 55
Pizza Today - March 2020 - 56
Pizza Today - March 2020 - 57
Pizza Today - March 2020 - Increasing Frequency
Pizza Today - March 2020 - 59
Pizza Today - March 2020 - 60
Pizza Today - March 2020 - 61
Pizza Today - March 2020 - Relationship Building
Pizza Today - March 2020 - 63
Pizza Today - March 2020 - 64
Pizza Today - March 2020 - 65
Pizza Today - March 2020 - On The Road: Woodstock’s Pizza, San Diego, Ca
Pizza Today - March 2020 - 67
Pizza Today - March 2020 - 68
Pizza Today - March 2020 - 69
Pizza Today - March 2020 - 70
Pizza Today - March 2020 - 71
Pizza Today - March 2020 - On The Road: Regents Pizzeria, La Jolla, Ca
Pizza Today - March 2020 - 73
Pizza Today - March 2020 - 74
Pizza Today - March 2020 - 75
Pizza Today - March 2020 - 76
Pizza Today - March 2020 - 77
Pizza Today - March 2020 - Pizza Expo Preview
Pizza Today - March 2020 - 79
Pizza Today - March 2020 - 80
Pizza Today - March 2020 - 81
Pizza Today - March 2020 - 82
Pizza Today - March 2020 - 83
Pizza Today - March 2020 - 84
Pizza Today - March 2020 - 85
Pizza Today - March 2020 - Preferred Supplier
Pizza Today - March 2020 - 87
Pizza Today - March 2020 - 88
Pizza Today - March 2020 - 89
Pizza Today - March 2020 - 90
Pizza Today - March 2020 - 91
Pizza Today - March 2020 - 92
Pizza Today - March 2020 - 93
Pizza Today - March 2020 - 94
Pizza Today - March 2020 - 95
Pizza Today - March 2020 - 96
Pizza Today - March 2020 - 97
Pizza Today - March 2020 - 98
Pizza Today - March 2020 - 99
Pizza Today - March 2020 - 100
Pizza Today - March 2020 - 101
Pizza Today - March 2020 - 102
Pizza Today - March 2020 - 103
Pizza Today - March 2020 - Pizza Today Yellow Pages
Pizza Today - March 2020 - 105
Pizza Today - March 2020 - 106
Pizza Today - March 2020 - 107
Pizza Today - March 2020 - 108
Pizza Today - March 2020 - 109
Pizza Today - March 2020 - The Marketplace
Pizza Today - March 2020 - 111
Pizza Today - March 2020 - 112
Pizza Today - March 2020 - 113
Pizza Today - March 2020 - 114
Pizza Today - March 2020 - 115
Pizza Today - March 2020 - 116
Pizza Today - March 2020 - 117
Pizza Today - March 2020 - 118
Pizza Today - March 2020 - 119
Pizza Today - March 2020 - 120
Pizza Today - March 2020 - Reader’s Resource
Pizza Today - March 2020 - Mike’s Monthly Tip
Pizza Today - March 2020 - Cover3
Pizza Today - March 2020 - Cover4
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