A complete guide to pizza toppings and their impact on operations — trends, tastes, cost, usage and marketing. Sponsored

1. A guide from PizzaMarketplace.com
Profiting with Pizza Toppings
A complete guide to pizza toppings and their impact on operations
— trends, tastes, cost, usage and marketing.
Developed and published by Sponsored by

2. Contents Profiting with Pizza Toppings
Page 3 About the sponsors
Page 4 Introduction | Toppings make the bottom line
Page 5 Chapter 1 | Trends: Focusing on the numbers
Page 11 Chapter 2 | Cost and use analysis: Toppings profits
Weighty matters
In a pinch
Page 16 Chapter 3 | Marketing: As important as what is being sold
Order taking
Social media
Widening the margin
It’s what is being sold, too
Page 21 Chapter 4 | Safe handling: As important as taste
Not fail-safe, but close
Page 24 Chapter 5 | Meats: Still the top toppings
Be specific
Cost controls
Page 31 Chapter 6 | Vegetables and fruits: A healthy alternative
Ship it or shape it?
Heat-seeking customers
Moisture mess
Page 36 Chapter 7 | Seafood: Gaining popularity
For the shell of it
Handle with care
Page 40 Chapter 8 | Healthful pizza: New dough and toppings
Piling on the veggies
Base case
Profitable positioning
Page 44 Chapter 9 | Multitasking: Salads, appetizers and entrées
Finding the marketing benefit
Looks matter
Page 49 Chapter 10 | Organic and sustainable: The new buzzwords
Frequent deliveries a key
© 2011 NetWorld Alliance LLC | Sponsored by Burke Corporation 2

3. About the sponsors
Burke Corporation manufactures and markets fully cooked meat
products that can be used as ingredients in pizza, entrées and appetiz-
ers prepared by restaurants, foodservice establishments and manu-
facturers of prepared foods. Product lines range from traditional pizza
toppings such as pepperoni and Italian sausage to other popular fully
cooked meats, including beef crumbles, meatballs, Mexican fillings and
breakfast meats.
PizzaMarketplace.com is the world’s first and only website devoted
to publishing fresh, original news and in-depth articles centered on the
pizza industry. Launched in November 2001, the website has quickly
become a leader in electronic publishing for the foodservice industry. Its
content, updated every business day, is free to site visitors and read by
industry professionals worldwide.
Published by NetWorld Alliance LLC.
© 2011 NetWorld Alliance
Written by Steve Coomes, contributor, PizzaMarketplace.com.
Updated by Richard Slawsky, contributing editor, PizzaMarketplace.com.
Dick Good, CEO
Tom Harper, president
Andrew Davis, executive vice president
Joseph Grove, vice president and executive editor
© 2011 NetWorld Alliance LLC | Sponsored by Burke Corporation 3

4. Introduction Toppings make the bottom line
W
elcome to the latest edition of This guide is a tool for the business By Steve Coomes
“Profiting with Pizza Toppings.” side of pizza. Chapter 2 provides Contributing writer ,
PizzaMarketplace.com
At PizzaMarketplace.com, simple, mathematical instructions on
we constantly strive to provide readers standardizing toppings amounts for Updated by Richard Slawsky
with the most accurate and up-to-date every size of pizza, while Chapter 4 Contributing editor,
information; therefore, we revisit our covers safe food handling. Chapter PizzaMarketplace.com
special publications annually to make 5 outlines USDA specifications
sure they continue to provide the highest for different meats and their
possible level of value. composition, while Chapter 10 provides
tips and techniques for incorporating
In this guide, there are several updates and organic and sustainable products into a
a host of new information. pizzeria menu.
To make a good pizza, it’s necessary to Yes, toppings exist to add taste, but that
have dough, sauce and cheese. But to taste can’t be taken to the bank unless
make a pizzeria a success, great toppings an operator knows how to use and sell
are needed. Unlike the past, when toppings effectively.
pepperoni, sausage, mushroom and green
peppers were the only choices, today’s Bottom line: This guide is an information
toppings reflect the cultural diversity that tool for operators. It tracks today’s
characterizes the United States. These toppings trends and examines their history.
days, pizzas are regularly topped with It details the ingredients of authentic
everything from Latin-American chorizo Italian sausage and looks at whether fully
sausage to Asian-influenced teriyaki cooked or raw toppings are best for an
chicken. operation. In essence, it provides the same
things toppings provide to customers:
Franchising grew the pizza industry options, which lead to decisions and
and delivery made it unique. Over dollars.
the years, pizza has evolved into the
ultimate customizable food, and today’s PizzaMarketplace.com would like to thank
pizzeria can transform dough, sauce, Burke Corp., a fully cooked toppings
cheese and a dozen or so topping choices manufacturer in Nevada, Iowa, for
into innumerable dining options, with sponsoring this guide. The company’s
something on the menu to please nearly generosity brings this guide to you at no
any palate. cost.
While most customers still cling to the
tried-and-true choices of old, operators are Unlike the past, when pepperoni, sausage,
demonstrating that when offered variety, mushroom and green peppers were the only
customers will try something new. Unique choices, today’s toppings reflect the cultural
toppings generate a buzz in customers’ diversity that characterizes the United States.
mouths and in their conversations. In
other words, give them something tasty,
and they’ll talk about it.
© 2011 NetWorld Alliance LLC | Sponsored by Burke Corporation 4

5. Chapter 1 Trends: Focusing on the numbers
R According to the National Restaurant
estaurants, like almost every other
type of business in the United Association’s Expectations Index, 42 percent of
States, have struggled in the face of restaurant operators expect to see higher sales in
economic uncertainty over the past several
years. Cash-strapped consumers have cut
the first six months of 2011, while only 14 percent
back on dining out, and many of those expect to see sales volumes decline compared to
who continue to patronize restaurants are the same period in 2010.
trading down to lower-priced alternatives.
The worst, however, could be behind us. dipped slightly in the 2010 third quarter,
but the company is projecting North
Restaurant operators began seeing American same-store sales to increase
increases in same-store sales and from 1.5 percent to 2.5 percent and
customer traffic counts in the latter international same-store sales to increase
half of 2010. The National Restaurant as much as 30 percent in 2011.
Association’s Restaurant Performance
Index, a monthly composite index that And it’s not just the big three pizza chains
tracks the health of and outlook for the that are seeing improvements. Even
U.S. restaurant industry, hit a three-year medium-sized chains report an increase
high in November 2010. Fifty-one percent in revenue, with Pizza Inn reporting sales
of restaurants reported an increase in increases of 20 percent in company-owned
same-store sales, and 41 percent reported restaurants.
increased traffic (up from 38 percent the
previous month). Still, there are some challenges ahead. It’s
a likely bet that menu labeling laws will
And the outlook continues to improve. eventually be enacted around the country.
According to the National Restaurant With literally dozens of variations possible
Association’s Expectations Index, 42 for even the simplest of pizzeria menus, no
percent of restaurant operators expect to one is completely sure how menu labeling
see higher sales in the first six months of will affect the industry.
2011, while only 14 percent expect to see
sales volumes decline compared to the Following are some of the top trends
same period in 2010. likely to affect pizzeria operators as a new
decade opens.
By many estimates, pizzeria operators
are especially poised to take advantage Fluctuating commodity costs: After
of improvements to the economic dropping to near-record lows in 2010,
environment. At Domino’s, same-store cheese prices rebounded in the fall of 2010
sales increased 11.7 percent in the third before dropping at the end of the year. Still,
quarter of 2010, compared with flat even at their highest levels, cheese prices
same-store sales for the same period in were nowhere near the levels they reached
2009. Pizza Hut saw its U.S. same-store in 2008. As of the beginning of 2011,
sales increase 8 percent in the 2010 third cheese prices on the Chicago Mercantile
quarter. Papa John’s same-store sales Exchange hovered around $1.47 per
© 2011 NetWorld Alliance LLC | Sponsored by Burke Corporation 5

6. CHAPTER 1 Trends: Focusing on the numbers
pound, off from a high of $1.75 per pound
in October 2010. The U.S. Department of
Agriculture is projecting prices in the high
$1.50 range for the rest of 2011.
And flour prices are likely to rise in 2011
as well, thanks to rising demand and
diminished harvests. A drought ruined
wheat fields in Russia, while excessive rain
hurt harvests in Canada. Still, wheat prices
are about one-third of what they were in
2008.
Lower corn harvests are likely to boost
expenses for meat companies as livestock
feed prices rise. That in turn will affect the
price of meat toppings.
According to USDA data, meat costs as
much as 12 percent more than last year. Apps on smartphones are becoming an integral part
of pizza sales.
Beef tenderloin has risen in cost by $2 per
pound in recent months, while pork has
gone up approximately $1 per pound.
Hyperlocal coupons also are playing a role
The cost of fuel is likely to be the top in the online world. Sites such as Groupon
commodity story of 2011. Oil prices and Living Social offer users the ability
approached $100 a barrel near the end to purchase items at a discounted price,
of 2010, and some experts are predicting encouraging visits to restaurants who offer
gasoline prices to top $4 a gallon in the the sales.
upcoming year.
New technologies. “The app” is one of
Importance of connecting online. Social the latest phrases to become part of the
networking applications such as Facebook American vocabulary, and there are few
and Twitter continue to play an important people who don’t know that apps are an
role in the restaurant industry. With the essential element of the iPhone. Although
increasing prevalence of smartphones the Apple product continues to dominate
and their accompanying applications, the mobile phone market, there are plenty
restaurants are likely to become so of up-and-coming smartphone contenders.
interconnected to location-based Ordering apps, restaurant locator services
networking that any restaurant could and mobile coupons are all likely to
become a success — or a failure — merely become another weapon in the pizzeria
by connecting with the right platform. operator’s arsenal.
© 2011 NetWorld Alliance LLC | Sponsored by Burke Corporation 6

7. CHAPTER 1 Trends: Focusing on the numbers
The Internet also has become a prime the top menu trends for next year will be
ordering channel for pizzeria customers. locally sourced meats and seafood, locally
Domino’s surpassed $1 billion in online grown produce, sustainability as a culinary
sales in February 2010, while Pizza Hut theme, hyperlocal items and children’s
topped $2 billion in online sales a few nutrition as a culinary theme.
months later. Papa John’s hit the $2 billion
milestone in May 2010. Diet-specific recipes. Of particular
concern to pizzeria operators is the
Keeping it close to home. Healthy, local increasing demand for gluten-free crusts.
and sustainable continue to be hot topics One out of every 100 Americans suffers
for restaurant operators. from celiac disease and gluten intolerance,
and their dining choices are likely to affect
According to the National Restaurant where the rest of their family goes to eat.
Association’s “What’s Hot in 2011” survey, Failing to incorporate gluten-free offerings
TACO PIZZA
INGREDIENTS 12" PIZZA 14" - 16" PIZZA PROCEDURE
Refried beans 1/4 cup (2 oz.) 1/3 cup (3 oz.) Mix refried beans taco sauce and
(packed) (packed) pizza sauce together in small bowl.
Taco sauce, mild, bottled 2/3 cup (5 oz.) 1 cup (8 oz.)
Pizza sauce, canned 2/3 cup (5 oz.) 1 cup (8 oz.) Place crust on pizza pan and top
or restaurant’s recipe with pizza sauce, spreading evenly
over pizza surface.
Pizza crust 1 each (12 oz.) 1 each (1 lb.)
Tezzata Beef Mexican 2 cups (8 oz.) 3 cups (12 oz.) Spread meat and mozzarella cheese
Meat (3395) evenly over crust. Place in preheated
pizza oven at 425˚ degrees. Bake 17-
Mozzarella cheese, 1 1/5 cups (6 oz.) 2 1/4 cups (9 oz.) 20 minutes or until pizza is golden
on the edges and crisp underneath.
Let pizza cool 2-3 minutes. Cut into
Tomatoes, diced 1 cup (5 oz.) 1 1/2 cups (8 oz.) slices, then sprinkle with lettuce,
tomatoes, olives and cheddar cheese
Lettuce, chopped 2 cups (2 1/2 oz.) 3 cups (4 oz.) in layers to create a taco appearance.
Black olives, sliced 1/4 cup (1 oz.) 1/3 cup (1 1/2 oz.) To prevent sogginess, add chips
immediately before eating. Garnish
Tortilla chips with more tomatoes and olives as
desired.
CHEF’S NOTE: Quantities and cooking times may differ from above, depending on variations in ingredients
and ovens. For spicier pizza, use medium or hot taco sauce.
Recipe courtesy of Burke Corp.
© 2011 NetWorld Alliance LLC | Sponsored by Burke Corporation 7

8. CHAPTER 1 Trends: Focusing on the numbers
could have a significant impact on an
operator’s business.
Diverse populations. According to the
Pew Research Center, the population of
the United States is projected to rise to 438
million in 2050, from 310 million today.
More than 80 percent of the increase will
be due to immigrants arriving from 2005
to 2050 and their U.S.-born descendants.
The Latino population will make up the
bulk of that population increase. Hispanics
are projected to make up 29 percent of the
U.S. population in 2050, compared with
just 14 percent in 2005.
If anyone doubts the potential of the
Latino market, they need look no further
than Pizza Patrón, which markets itself
as the “premier Latino pizza brand,”
building stores in primarily Spanish-
speaking neighborhoods. The Dallas-
based company, which operates 100 stores
around the country, has recorded several
years of double-digit same-store sales
increases. proved to be so popular it has become a
permanent fixture at the chain.
“Our entire brand is strategically
designed to fill a huge void we saw in the In what was perhaps a nod to the
marketplace,” said Andrew Gamm, director increasing diversity in the United States,
of brand development for Pizza Patrón. Pizza Patrón announced plans to begin
“Obviously, there is no shortage of pizza targeting English-speaking customers in
outlets in the United States, but no one addition to its Spanish-speaking base.
was specifically geared to serve the Latino- According to a story in the Wall Street
Hispano customer. That’s our niche.” Journal, the company noticed that a
growing number of younger Hispanics
The company garnered widespread were bilingual and bicultural.
attention, along with a few death threats,
in 2007 when officials announced Beyond the simple influence of population
restaurants would accept pesos along with changes, demographic diversity is
U.S. currency as payment for pizzas. The increasing interest in ethnic flavor profiles
Pizza por Pesos program, as it was known, among mainstream consumers as well.
© 2011 NetWorld Alliance LLC | Sponsored by Burke Corporation 8

9. CHAPTER 1 Trends: Focusing on the numbers
Innovating to differentiate: Staying one step ahead of trends
By Liz Hertz, marketing director, Burke Corp. 2. Accessibility
Attempting to stay one step ahead of consumer Making restaurant dining more convenient to use
trends and a changing industry, operators
are using innovation to create a point of Identified trends:
differentiation. But for established pizzerias, do
they really have an opportunity to innovate and
¾ Opening earlier, closing later or expanding to
differentiate?
24-hour service
Four trends provide a perfect starting point for ¾ Ordering via the Internet, text messages and
pizzerias seeking to set themselves apart from the apps for smartphones
competition.
¾ Multiple format concepts, partnering
1. Flexibility traditional casual dining operations with fast-
casual restaurants
Offering new dining options to meet ever-
expanding consumer demand for flexibility and Pizzerias and accessibility:
choice.
To increase accessibility, operators should first
Identified trends: evaluate their customer base to determine their
needs. Successful expansion of store hours into
¾ Portion sizes the breakfast or late-night dayparts requires the
ability to bring in traffic at these new times.
¾ Customization
3. Individuality
¾ Dayparts
Promoting signature or unique dining
¾ Classic menu items alongside upgraded items experiences and products
¾ Side-by-side better-for-you and indulgent
items Identified trends:
Pizzerias and flexibility: ¾ Specialty pizzas: Chicago-style,
nontraditional, natural/organic or flavored
The opportunity for flexibility on pizza menus crusts
goes beyond size and topping options. Innovative
pizzerias are testing even more options on their ¾ Gourmet burgers: Specialty toppings and
menus — breakfast, premium and better-for- unique proteins, such as buffalo
you pizzas. Flexibility may also mean enhancing ¾ Local foods and beverages: Farmers’ market
the non-pizza portion of the menu with entrée produce
salads, soups, sandwiches and calzones.
© 2011 NetWorld Alliance LLC | Sponsored by Burke Corporation 9

10. CHAPTER 1 Trends: Focusing on the numbers
Pizzerias and individuality: ¾ Meeting religious dietary requirements,
such as halal (Islamic) and kosher (Jewish)
Pizzerias have a long history of signature
pizzas that create a point of differentiation. ¾ Featuring menu items based on hallmark
Limited-time offer specialty items are a great local cuisine
way to test new signature pizzas and other ¾ Creating a “third place,” away from
menu items that create individuality for the home and work, with a warm, inviting
brand. environment
4. Hospitality Pizzerias and hospitality:
Taking care of patrons in a way that addresses While hospitality comes naturally to the
very specific needs or delivers a “wow” foodservice industry, sometimes it needs
experience fine-tuning. Operators that are in touch with
their customer base will see opportunities to
Identified trends: better meet the needs of those customers —
whether it be halal or heart-healthy or a home-
¾ Meeting special dietary needs, such as like atmosphere. Pizzerias and pizza are the
food allergies, weight loss, heart healthy, perfect place and product to implement these
diabetic and low-sodium guidelines innovations.
© 2011 NetWorld Alliance LLC | Sponsored by Burke Corporation 10

11. Chapter 2 Cost and use analysis: Toppings profits
C “If you’re going to replicate something
hoosing the right topping isn’t as
simple as selecting the one the hundreds of times a week, you need a tool
operator thinks tastes best. The to do that. The two eyes God gave you aren’t
consumer must like it, and it must fit a
predetermined cost parameter that meets
accurate enough, unless they’re bionic.”
profit-margin goals. — Dave Ostrander, pizza restaurant consultant
According to Dave Ostrander, a former
operator turned consultant, four tipping
points influence an operator’s toppings Weighty matters
choice: product quality, ease of use, market
Years ago Ostrander learned to build
demands and price point.
consistent pizzas with an electronic scale
and a 14-inch corrugated pizza circle (the
Just as important in toppings selection is size of his most popular pizza). Using a
portion control. Figuring out how much marker, he drew a line on the circle to
is needed on each pizza — as well as represent the pizza crust edge, where no
getting the staff to put the same amount sauce or toppings should fall.
on every time — is a must in establishing
consistency in the finished product and in
He placed the circle on a scale, zeroed it
food cost.
(typically done by hitting the “tare” button)
and applied the desired amount of sauce,
John Gani, director of operations for which, in the case of Big Dave’s, was six
Seagle Pizza Inc., a 21-store Domino’s ounces for a 14-inch pizza.
Pizza franchisee based in Bowling Green,
Ky., said his cooks train with a scale to
He then took another corrugated circle,
“develop a good eye for what we use” but
drew the same crust line and weighed out
then assemble pizzas without it during
business hours. “We don’t pre-portion,
either,” Gani said, regarding pepperoni and
sausage use.
Ostrander believes operators need to go
further, however, to ensure consistency. He
stresses the use of measuring tools (such
as an electronic scale, ladles, spoodles and
cups) and a calculator.
“If you’re going to replicate something
hundreds of times a week, you need a tool
to do that,” said Ostrander. “The two eyes
God gave you aren’t accurate enough,
unless they’re bionic.” Figuring out how much is needed on each pizza — plus getting the
staff to put the same amount on every time — is a must in establishing
consistency in the finished product and in food cost.
© 2011 NetWorld Alliance LLC | Sponsored by Burke Corporation 11

12. CHAPTER 2 Cost and use analysis: Toppings profits
© 2011 NetWorld Alliance LLC | Sponsored by Burke Corporation 12

13. CHAPTER 2 Cost and use analysis: Toppings profits
© 2011 NetWorld Alliance LLC | Sponsored by Burke Corporation 13

14. CHAPTER 2 Cost and use analysis: Toppings profits
the desired amount of cheese (10 ounces), Knowing that allowed Ostrander to adapt
brushed the cheese off, and placed on the his portion controls easily to whatever size
desired number of pepperoni slices (25 to pie was ordered.
30, which weighed two ounces), sausage
(four ounces), bell peppers (two ounces) “Now I can accurately say that if I’m using
and so forth. six ounces of sauce on a 14, then I’ll need
three ounces on a 10. If I’m using 10
Once the weights were recorded, ounces of cheese on a 14, I’ll use five on a
Ostrander devised ways to pre-portion all 10. Two ounces of pepperoni on a 14, one
toppings quickly. A level ice-cream scoop ounce on a 10. It works out perfectly.”
of sausage, for example, portioned out four
ounces, which he then pressed into patties For his least-ordered pies, 12-inchers, his
placed between sheets of waxed paper. cooks eyeballed a 75-percent-share of the
Pepperoni slices were weighed and placed toppings needed for 14s. For example,
in waxed paper, and cheese was weighed since the sausage patties he prepped for
and placed in plastic cups. Two scoops 14-inch pizzas weighed four ounces, the
from a two-ounce liquid-measure spoodle amount needed for a 12-inch pie was
yielded two ounces of peppers and so on. three-fourths of that.
But the real key to his portion-control “Visualize that sausage patty I talked about:
system, Ostrander said, came from his I used a whole one for a 14-inch, a half for
grade-school math lessons on finding the a 10-inch, and 3/4 for a 12-inch,” he said.
area of a circle. By applying the formula
pi (or π, which represents 3.14) times the Leftover pieces were used on other pizzas.
radius squared, Ostrander figured out the
area of his 14-inch pizza, and saw how In a pinch
to convert toppings portions easily and While there are still some operators willing
quickly for every size of pizza he sold. (See to gamble on raw pizza toppings, Chuck
tables on pages 12 and 13 for multiple Thorp, CEO of DoubleDave’s Pizzaworks
examples.) in Austin, Texas, said the need for speed
weighed more heavily in that company’s
“Pizza is made by the square inch, but sold selection of a fully cooked sausage and
by the diameter,” he said. “So use pi times other toppings.
the radius squared (πr2), to get the area of
a 14-inch pizza (3.14 x 7 x 7 = 154 square
inches).
“Then if you drop down to a 10-inch (3.14
x 5 x 5 = 78.5 square inches), you see you’re
at almost exactly half the area of a 14-inch
pizza. If you do the same for a 12-inch
pizza (3.14 x 6 x 6 = 113 square inches),
you’re 25 percent smaller than a 14 inch, Performance in the oven is the real test for
all meat toppings. Customers expect meats
and 25 percent larger than a 10 inch.” to look better coming out of the oven than
when they went in.
© 2011 NetWorld Alliance LLC | Sponsored by Burke Corporation 14

15. CHAPTER 2 Cost and use analysis: Toppings profits
“It’s just simpler to use, and I think it’s the offers a number of resources, including
best-tasting sausage out there,” said Thorp. an online calculator for analyzing the true
cost of using raw meat (www.BurkeCorp.
The price also met DoubleDave’s food cost com/TrueCostofRaw).
parameters, making it “a pretty logical
choice for us,” he said. To manage the cost of pepperoni, it’s
critical for operators to be able to know
Liz Hertz, marketing director at a true piece count along with the weight
Nevada, Iowa-based Burke Corp., said of the product package in order to
new technology has allowed Burke to accurately calculate costs. A true piece
offer Hand-Pinched-Style toppings, a count pepperoni can be a valuable tool for
trademarked product line that allows portion control.
operators to combine the labor-friendly
aspect of fully cooked toppings with the No cost analysis is complete without
appearance and texture of raw sausage that looking at quality. Slaughter said
was pinched directly onto the pizza. performance in the oven is the real test for
all meat toppings. Customers expect meats
Julian Angelone, owner of 16-store Ronzio to look better coming out of the oven than
Pizza, agreed. Fully cooked meats simplify when they went in.
“the whole operation. I don’t want the
potential problems you can run into with “It can’t be greasy or charred when it
grease in the exhaust hood. If you don’t comes out the other end of the oven; it
have to, why bother?” he asked. should be nicely browned,” he said.
Mark Slaughter, foodservice director of And properly shaped, in the case of
sales for Sugardale Foods in Massillon, pepperoni, said Angelone.
Ohio, said make line “handle-ability” of
fully cooked toppings is an added labor “If we have cupping, that means we have
savings over using raw product. a problem with the pepperoni, because
we don’t want that,” he said. “We do put
“You’ve got to have a product that’s easy pepperoni above the cheese to get that
to work with on a Friday or Saturday browning we like, though. It gives it a good
night when you’re doing a large volume of flavor.”
business,” said Slaughter. “With our bacon,
you don’t have to separate the pieces; they But for others, a cupping pepperoni is just
can be dealt on top of the pizza easily.” the look that the pizzeria wants to achieve.
While some believe that fully cooked The bottom line is that operators now have
toppings are more expensive, the operator the choices available to find the products
must take into consideration shrinkage and that are the right blend of aesthetic
labor costs to analyze the true cost of using characteristics, convenience and price to
raw products. The Burke Corp. website fit their needs.
© 2011 NetWorld Alliance LLC | Sponsored by Burke Corporation 15

16. Chapter 3 Marketing: As important as what is being sold
I In the span of a brief phone call, good order-takers
n a phone-order-driven business
like pizza, operators have frequent can grab a buck or two extra from customers. And
opportunities to drive incremental over the course of days, weeks and months, those
sales or add-ons, and pizza toppings are a
great example of these.
incremental sales can add up to significant profits.
In the span of a brief phone call, good
order-takers can grab a buck or two extra
from customers. And over the course of need to be both quick and courteous when
days, weeks and months, those incremental upselling, Karington said.
sales can add up to significant profits.
“You’ve got to work hard to find that
Kamron Karington, a Las Vegas-based balance between upselling them at every
marketing consultant, knows that opportunity and not driving them crazy,”
suggestive selling works well when it’s done he said. “And let’s face it, you’ve probably
right. After several years of operating two got other customers wanting to order,
pizzerias and later selling them, Karington and you don’t want the phones tied up
compiled his best pizzeria marketing any longer than they have to be. So pick
tips in “The Black Book: Your Complete a limited number of things you want to
Guide to Staggering Profits in Your Pizza upsell, stick with those for a time and then
Business.” The key to upselling, he said, is try some others.”
asking persuasive questions.
Online ordering also increases the ability
“On the phone, you don’t just say, ‘Would to upsell. Unlike over-the-phone or face-
you like extra cheese on that?’ You say to-face encounters, a website will never
instead, ‘Extra cheese on that?’” said forget to upsell. Also, because it’s not
Karington, who also consults with large a personal interaction, people feel less
corporations outside the foodservice pressure, and are, conversely, more likely
industry. to agree to order more. As mentioned
above, however, it’s important to word the
Suggestive sales pitches also hinge on well- upsell offer carefully, to ensure maximum
placed voice inflections. participation.
“Say you’ve got a one-topping pizza
special, and you’ve got them on the Social media
phone; tell them, ‘I can make that a triple
With the growing popularity of social
pepperoni for only $2 more,’” Karington
media sites such as Twitter and Facebook,
said. “That changes the emphasis and is
operators now have an additional
much better than, ‘Would you like extra
opportunity to market high-margin items.
pepperoni?’”
Hideaway, a nine-unit chain based in
But whether those suggestions are made
Stillwater, Okla., solicited entries of pizza
on the phone or face to face, order-takers
ideas from the more than 1,600 people
© 2011 NetWorld Alliance LLC | Sponsored by Burke Corporation 16

17. CHAPTER 3 Marketing: As important as what is being sold
who follow them on Twitter. The winning
pizza, selected from more than 100 entries,
was dubbed the “Tweetza.”
“We have always had a pizza contest with
our employees where they come up with
their own pizza, so we thought we’d try it
on Twitter as an experiment to see how Social media offers operators additional
people would respond,” said Janie Harris, marketing opportunities.
Hideaway Pizza’s marketing director. “The
winning pizza is going to end up in our
menu insert where we would normally put Widening the margin
our employee’s winning pizzas, and if it
holds its own it will make it to our regular Toppings equal increased value and thus
menu.” offer high-margin potential when sold
incrementally and in combinations. Sales
New Orleans-based Naked Pizza, which strategies include encouraging additional
advertises its Twitter feed on a billboard in toppings (i.e., two-, three- or four-topping
front of the restaurant, has been tracking pizzas), giving specialty pizzas prime
the amount of sales generated by its tweets. positioning on the menu and offering
According to co-founder Jeff Leach, a premium-quality toppings at a premium
Twitter-only promotion the restaurant ran price.
in May 2009 generated about 15 percent of
the store’s business the day it ran. While higher quality and upscale toppings
— seafood, game meats and roasted
The company ran a second Twitter-only vegetables, for example — may initially
promotion later that month and asked seem to drive up food costs, they also offer
customers to reference Twitter when great opportunities to increase margins.
placing their order. To Leach’s amazement,
the store set an overall one-day sales
record the day the promotion ran.
“A whopping 68.6 percent of total dollar
sales came from customers who said ‘I’m
calling from Twitter,’” Leach said. “Of the
26 new customers who had never been
in the store before, 22 of them were from
Twitter. All in all, ‘Twitter Friday’ was an
eye-opener for us.”
Multiple-topping specialty pizzas can be highly
profitable not only because of their higher price points
but also because fewer toppings are required to cover
each pie.
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18. CHAPTER 3 Marketing: As important as what is being sold
A $7.99 one-topping special, for example, got on the menu or suggest some toppings
has a decent margin built in. But every that go well together,” said Olivier.
additional topping only builds on that
margin, since all the other components of And, whenever those customized or
the pizza are paid for in the original $7.99. predefined specialty pizzas include
premium ingredients, the price should
Multiple-topping specialty pizzas — most reflect the added value. Savvy pizza shop
of which typically have an attractive name, operators quickly learn which toppings
such as The Supreme or The Works — can customers perceive to be worthy of a
be highly profitable not only because of higher cost — while realizing the higher
their higher price points but also because margin they bring as well.
fewer toppings are required to cover each
pie. For instance, while it may take four Online calculators on the Burke website
ounces of any single topping to cover (www.BurkeCorp.com/Tools) can help the
a 14-inch pizza, a three-topping pizza operator conduct a cost-benefit analysis
won’t require twelve ounces of toppings to of higher quality ingredients, as well as
appear full. Adding the full amount of all assess the profit potential of the addition of
three — let’s say, sausage, pepperoni and “gourmet” or specialty items to the menu.
mushroom — could overwhelm the crust
and not bake out fully or in the same time The flip side — using basic toppings—
as the crust and cheese. works just as well to increase margins. For
example, if an operator wants to increase
“I learned to back off about 25 percent the coverage of the standard sausage
of each topping when somebody wanted topping without increasing the actual
three or four on there,” said pizza industry portion size, a finer crumbled sausage (or
consultant Ostrander. “It’s just too much to ground beef or diced pepperoni) can be
put on there all at once.” used. The result is better coverage and
improved value perception (i.e., sausage
Several operators said posting a toppings in every bite), without increasing the food
list separately, either on a menu board or cost.
on table menus, encourages customers to
search for interesting offerings and then
customize their pizzas. It’s what is being sold, too
David Yudkin has two kinds of pepperoni
Howard Olivier, owner of Flying Pie
on the menu at Hot Lips Pizza in Portland,
Pizzaria in Boise, Idaho, does just that. But
Ore.: a standard manufactured variety and
he also trains his counter workers to lead
his own “house-made pepperoni.”
customers to combinations of toppings —
be they premade or a la carte — that are
“I’m making 100 pounds of it every
best for them.
other week now,” said Yudkin, who also
makes his own prosciutto. “It’s incredibly
“We first try to get a sense of what they like
popular.”
and then lead them to a pizza we’ve already
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19. CHAPTER 3 Marketing: As important as what is being sold
The sky’s the limit on limited-time offers
By Liz Hertz, marketing director, Burke Corp. ¾ Start with the ingredients. Guidelines
for ingredient selection include:
There’s nothing limiting about limited-
time offers (LTOs). They offer operators • Pair on-trend items with familiar
an opportunity not only for menu ingredients that are already found
experimentation and creativity but also for on the menu (andouille with more
increased sales. And yet a successful LTO is traditional meat toppings, for
not as simple as featuring the latest recipe example)
development idea coming from a creative
chef. When operators do due diligence on • Choose ingredients that are
idea development, operational execution and traditionally paired together (steak
marketing support, the sky’s the limit on the and potatoes, beef and bacon)
success of LTOs.
• Showcase seasonal or regional
favorites (locally grown fresh
Idea development tomatoes, Texas or Kansas City BBQ)
¾ Listen. Regardless of how great the • Experiment with cheese (regional
idea sounds, success requires a good cheeses or trendy cheeses found on
fit with the customer base. So always other local menus).
start by listening to the customer, and
then augment that with information Operational execution
from employees, suppliers and other
industry resources. One way to find ¾ Plan. Whether it’s a single operation or
interesting combinations that appeal to a large multi-unit, take time for adequate
consumers in the area is to look at menus planning and include individuals with
in other segments, such as fine dining or responsibility for all functional areas.
sandwich shops. R&D, marketing, purchasing, operations,
training and finance all play an important
¾ Find a fit. The most successful menu role in the success of the LTO.
ideas provide a good fit with the
restaurant concept. For example, when ¾ Train employees. Successful execution
Stone Hearth Pizza in Sudbury, Mass., of an LTO requires training. Back-of-the-
a Neapolitan-style pizzeria, added a house employees need to know how to
barbecue chicken pizza, the recipe prepare the new menu item, while front-
featured other ingredients that are of-the-house staff must be able to tell the
regularly used in the restaurant, such customer about the new menu offering.
as white beans, broccoli rapini and
artichokes.
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20. CHAPTER 3 Marketing: As important as what is being sold
Not only does his pepperoni “taste like has a weekly Gourmet Night, when cooks
nothing else I’ve had,” it’s made from 100 experiment with new ideas for a pizza
percent organically raised pork, something buffet. Those that sell well often make it to
highly eco-conscious Portlanders the menu.
appreciate. Yudkin also is well-known in
the community for his support of local But perhaps his best attention-getter is
farmers, and those efforts have garnered Flying Pie’s annual habañero festival in
Hot Lips the kiss of endorsement from a July, when the ultra-hot red and orange
dedicated following. peppers are in season and flown in fresh
from Mexico. The festival draws people
“The really big benefit of something (like from as far away as 200 miles, Olivier said,
the house-made pepperoni) is that it but in the process, Flying Pie gains repeat
creates a buzz. People are talking about it, customers.
and that’s great P.R.,” said Yudkin. “It’s also
fun for me to do it, though it’s very labor “It’s interesting to see the (long-term)
intensive.” impact of something as simple as a
pepper topping,” he said. “It shows that
While Olivier said customers still love different things, now and then, get people’s
meat toppings more than anything, he said attention. It keeps things fresh.”
they also like occasional variety. Flying Pie
© 2011 NetWorld Alliance LLC | Sponsored by Burke Corporation 20

21. Chapter 4 Safe handling: As important as taste
W
hile the proliferation of fully
cooked topping varieties and Fully cooked pizza sausage
their ease of use made them
attractive choices two decades ago, food Industry Industry Typical Burke
safety concerns — especially in the wake of parameter standard count
many raw-meat-related E. coli poisonings
— fuel their popularity today.
Aerobic plate count <20,000/gm <100/gm
“You can do all the (temperature Coliforms <100/gm <10/gm
maintenance) of raw products just right Generic E. coli <10/gm <10/gm
and still face cross-contamination,” said Salmonella Negative Negative
Casey Frye, vice president of research and Listeria Negative Negative
development at Burke Corp. “You’ve still
got people topping pizzas, taking money
Raw pizza sausage
and touching everything; spreading those
pathogens is just that easy.”
Parameter Typical result
Seagle Pizza’s Gani said his company
Aerobic plate count 10,000 to 1,000,000 /gm
abandoned raw meat toppings years ago.
Coliforms 100 to 5,000 /gm
Generic E. coli 100 to 5,000 /gm
“Our founder, Tom Monaghan, used raw
Salmonella May be positive (up to 33
sausage when he started, but the company
percent in pork, up to 10
stopped it for safety issues,” he said. “It’s
percent in beef )
just not worth the risk to us.”
Listeria May be positive (about 1 to
5 percent)
Not fail-safe, but close
While no topping or sanitation system
is foolproof, combining the best safety president of technical services and quality
information with the safest products assurance, said even pizza cooks who use
available, Frye said, dramatically reduces fully cooked toppings must be mindful of
the risk of food poisoning. where they put their hands at all times.
He supplied the table included in this guide “You still have to be concerned about
to illustrate the difference in microbial where those hands were before they
counts between raw pizza sausage and fully handled the product,” he said. “But if that
cooked pizza sausage. As striking as those product is fully cooked, at least it should
differences are, John Olson, Burke’s vice have a low microbe count.”
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22. CHAPTER 4 Safe handling: As important as taste
Advantages of fully cooked meats
There are many advantages of using fully 3. Convenience
cooked meat toppings and fillings. Here
are the top four: Using fully cooked meat toppings and
fillings is much more convenient than
using uncooked meat products. Right
1. Food safety after cooking, Burke fully cooked meat
toppings and fillings are individually
Stories of contamination problems and quick frozen, locking in freshness.
food-borne illnesses due to uncooked Consequently, the meat nuggets and
or undercooked meats, or cross- crumbles can be kept frozen until
contamination of raw meat to fully needed and are pourable in the frozen
prepared foods, appear on television state. In fact, they can be placed on
and in print news almost weekly. In the pizza while still in the frozen state.
some instances, the severity of illnesses However, frozen raw meats must be
led to death. Raw meat contains high thawed before using, creating purge loss
amounts of bacteria, but proper cooking (moisture runoff ), reduced freshness,
destroys the bacteria that cause food- risk of bacterial growth and cross-
borne illness and food spoilage. Using contamination, and reduced “in-process”
fully cooked meats reduces the risk inventory. And with the convenience of
of introducing microbial dangers and fully cooked meats, pies are assembled
cross-contamination problems into the more quickly, resulting in quicker
operation. throughput and faster table turns.
2. Product stability 4. No waste
Fully cooked meats have a longer shelf With fully cooked meats, the operator
life than raw meats due to the slower uses just what is needed; the rest remains
oxidation rate occurring in cooked meats. in the freezer for another day. An
In addition, while raw sausage products additional benefit is the lack of waste or
are often frozen to increase shelf life, the grease. And there is no excessive grease
product stability and flavor deteriorates on top of the pizza or make table.
since raw sausage takes much longer to
freeze than fully cooked toppings. Courtesy of Burke Corp.
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23. CHAPTER 4 Safe handling: As important as taste
Frightening food-borne pathogens
The U.S. Public Health Service has Salmonella: Most common cause of
identified several microorganisms food-borne deaths. Responsible for
as being the biggest culprits in food- millions of cases of food-borne illness
borne illness. Here’s a short list of what annually. Sources: raw and undercooked
could result from poorly handled pizza eggs, undercooked poultry and meat,
toppings. dairy products, seafood, fruits and
vegetables.
Campylobacter: Most common bacterial
cause of diarrhea in the United States. Staphylococcus aureus: This bacterium
Sources: raw and undercooked meat and produces a toxin that causes vomiting
poultry, raw milk and untreated water. shortly after ingestion. Sources: cooked
foods high in protein, such as meats, as
E. coli 0157: A bacterium that can well as salads, bakery products and dairy
produce a deadly toxin that causes products.
approximately 73,000 cases of food-borne
illness each year in the United States. Shigella: Causes an estimated 300,000
Sources: meat, especially undercooked or cases of diarrhea-related illnesses.
raw hamburger; produce and raw milk. Sources: salads (potato, tuna, shrimp,
macaroni and chicken), raw vegetables,
Listeria monocytogenes: Causes milk and dairy products and poultry,
listeriosis, a serious disease for pregnant as well as poor hygiene, which passes
women, newborns and adults with shigella from person to person.
weakened immune systems. Sources: soil
and water. Found in dairy products, raw Vibrio vulnificus: Causes gastroenteritis
and undercooked meat, poultry, seafood or a syndrome known as primary
and produce. septicemia. People with liver diseases are
especially at high risk. Sources: raw or
undercooked seafood.
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24. Chapter 5 Meats: Still the top toppings
W
hen operators are asked what somewhere to think, “I’ll bet this (fill in the
toppings sell the best, meat blank) would taste good on a pie.”
toppings are it.
In the decades since, pork sausage, ground
When PizzaMarketplace.com asked beef and pepperoni have become the
pizzeria operators which topping was the standards for pizza toppings. Beyond
most popular among their customers, the the also-popular mushroom, demand for
answer was pepperoni. According to the nearly all other toppings is much smaller.
2010 Pizza State of the Industry report,
almost 200 pizzeria executives surveyed “Pepperoni, sausage and mushrooms,”
for the study ranked pepperoni as their wrote Steve Wollmershauser, owner
most popular topping. of Antonio’s Pizza in San Antonio, in
an e-mail asking for the most popular
Though the birthplace of pizza is credited toppings at his restaurant. But that doesn’t
to Italy, according to Evelyne Slomon, mean he’s not serving more adventurous
meat toppings are America’s contribution. meat toppings. Along with Antonio’s Taco
Slomon’s doctoral thesis focused on the Pizza (taco meat is seasoned heavily with
history of pizza and eventually became the
seminal work The Pizza Book.
“You look at wherever pizza is, and what’s
on it is what the people there eat most,”
said Slomon. “Italians aren’t the meat-
eaters we are here in the U.S., so you see
pretty simple toppings there: basil, good
cheese, some seafood and occasionally a
little meat.”
Slomon said she hasn’t been able to
pinpoint when pepperoni first appeared
on pizza, but she believes it was sometime
between 1930 and 1950. During that time,
pizza’s popularity began a westward crawl
from East Coast cities heavily populated
with Italian immigrants to Midwestern
cities where it had never been served
before. Near those cities were vast
herds of livestock, and in the cities were
slaughterhouses and food production
plants churning out large quantities of
meat.
Pork sausage, ground beef and pepperoni are the standards for
As far as anyone can tell, such abundance pizza toppings. Demand for nearly all other toppings is much
eventually inspired a pizza maker smaller.
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25. CHAPTER 5 Meats: Still the top toppings
cumin and chili powder), he offers gyro While sausage has reigned as the most
(pronounced “eeyro”), a Greek favorite favored pork topping, Sugardale Foods’
made from heavily seasoned minced lamb Slaughter said bacon has become the
that’s roasted on a spit and sliced off in fastest-growing meat topping category in
strips. the past 10 years. The company produces
fully cooked toppings, such as diced bacon.
Over the past decade, chicken toppings
have taken off as well. At DoubleDave’s “We cut it so it looks like somebody fried
Pizzaworks in Austin, Texas, barbecue it up in the back room and chopped it up
chicken pizza is a strong seller, and garlic with a knife; it’s got a natural look to it, not
chicken strips sell well on pies at Shotgun a cookie-cutter look,” he said.
Dan’s in Sherwood, Ark. Many customers
are drawn to chicken as a perceived Pizza toppings have taken an ethnic turn in
“healthier” topping. recent years as well. Hispanic-influenced
sausages such as chorizo have become
Chicken is currently the third most popular pizza toppings, according to the
popular pizza topping, according to the Pizza State of the Industry study, as have
2010 Pizza State of the Industry report, up Italian-inspired meats such as salami and
from fifth place in the 2007 study. prosciutto.
But as the general manager of the three-
store Shotgun Dan’s points out, winged Be specific
toppings will never fly like those made of
Choice and customization of fully
beef and pork.
cooked meat toppings has changed the
industry significantly over the past 25
“We’re kind of known for the amount of years, said Burke’s Hertz. What began as
toppings we pile on here,” said Gary King, a move toward convenience has become
Shotgun Dan’s general manager. “We put an opportunity for operators to ensure
our toppings above the cheese and below
it. There’s just a lot on there.”
Meat topping preferences by region
The Federal Hill pizza sold at Ronzio Pizza
in Lincoln, R.I., gets a heaping helping of
By Liz Hertz, marketing director, Burke Corp.
bias-cut Italian sausage links. According
to owner Angelone, the sliced links reflect It’s no surprise that pepperoni is the favorite meat pizza
the Italian restaurant heritage of the topping of the U.S. consumer and that sausage comes in
Providence neighborhood after which the as a clear second. However, this is not the whole story,
pizza is named. as preferences for meat toppings vary regionally. Visit
the Burke Corporation website at www.BurkeCorp.
“Our other sausage comes in pretty good- com/trends to find a summary of some of the findings
size chunks, but (the bias-cut links) are from The Pizza Consumer Trend Report, conducted
something we think adults here like,” by Technomic Inc., revealing national and regional
Angelone said. “It’s sort of traditional.” consumer pizza-topping preferences.
© 2011 NetWorld Alliance LLC | Sponsored by Burke Corporation 25

26. CHAPTER 5 Meats: Still the top toppings
consistency and “dial in” their exact
taste, texture, color and performance
preferences. No longer are manufactured
meat toppings one-size-fits-all.
“The operator has hundreds of options
when it comes to toppings,” Hertz said.
“Especially with something like sausage …
flavor, shape, size, color, look, you name it,
it’s done today.”
Indeed, the company’s sausage, pork and
beef toppings line alone provides an array
of flavors and textures. The company also
offers pepperoni, meatballs, Canadian-
style bacon, salami, chicken strips, beef
strips, Mexican-style meats and more.
“You can’t come to a toppings company
any longer and just say you want the Italian
sausage,” said Hertz. “When selecting fully
cooked toppings, operators need to think
about what flavor profile and product
characteristics best suit their needs.”
Cost controls Recipe courtesy of Burke Corp.
For operators who are looking for a way
to reduce topping costs, the addition of “They really can drive down costs,” said
extenders such as soy-protein products can Frye, adding that a large number of Burke
be a possible solution. customers request extenders. “Extenders
also allow for the addition of water, which
According to Burke’s Frye, three basic helps moisture retention. And if you
extenders are used in pizza toppings: reduce that loss, you get a greater cooked
soy flour (about 50 percent protein), soy yield.”
concentrate (about 65 percent protein) and
soy isolate (about 90 percent protein). Taking time to understand extenders,
as well as all-meat products, will help
The trick in using extenders, Frye said, operators in both purchasing and naming
is to replicate the meat texture as closely their toppings. The USDA’s standards of
as possible without adding too much soy identity define products such as sausage,
flavor. and strict adherence to ingredients
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27. CHAPTER 5 Meats: Still the top toppings
Standards of identity
Bacon: Describes the cured belly of a swine that pork sirloin hips are included or that
carcass. If meat from other portions of the the product is made entirely from pork
carcass is used, the product name must be sirloin hips, e.g., “Canadian-style bacon —
qualified to identify the portions, e.g., “pork includes pork sirloin hips” or “Canadian-
shoulder bacon.” style bacon—made from pork sirloin hips.”
A sweet curing ingredient, such as sugar,
Barbecued meats: Barbecued meats, may be used.
such as product labeled “beef barbecue”
or “barbecued pork,” must be cooked by Ham shank roll: A lower-cost alternative
the direct action of dry heat resulting to Canadian-style bacon using ham shank
from burning hard wood or hot coals for muscles.
a sufficient period to assume the usual
characteristics of a barbecued item, Capaccollo, cooked (also known as
including a brown crust on the surface and capicola, capocolla, capacola, capicollo,
the rendering of surface fat. The product cappicola, capacolo): Boneless pork
may be basted with a sauce during the shoulder butts cured and then cooked.
cooking process. The weight of barbecued The curing process may be dry curing,
meat cannot exceed 70 percent of the immersion curing or pump curing. The
weight of the fresh, uncooked meat. cured product is coated with spices and
paprika before cooking. This product must
Canadian-style bacon (from the United be labeled with “cooked” as part of the
States): Canadian-style bacon is made product name.
from a trimmed boneless pork loin. The
tenderloin and the flesh overlying the Chorizo: Can be used for any type of
blade bone are excluded. The surface fat chorizo sausage that is cooked, dry,
(and false lean when necessary) must be semidry, cured and fresh, without further
trimmed. A sweet curing ingredient, such product name qualification. Other
as sugar, may be used. requirements for various types of chorizo
apply, including the sausage standard. It is
Canadian-style bacon made with or from seasoned with Spanish pimento and red
pork sirloin hips: The sirloin is obtained pepper. Partially defatted pork fatty tissue
by removing a short section of the pork is acceptable in chorizo.
loin immediately in front of the hip or
pelvic bone. The sirloin hip is obtained Extenders/binders/soy protein products:
by removing the half of the sirloin, which Whenever extenders such as soy flour,
comprises the posterior end of the pork defatted soy grits, soy protein concentrate,
loin. The tenderloin is not included. The isolated soy protein and similar products
labeling must bear a qualifying statement, are used as ingredients in meat and poultry
adjacent to the product name, clarifying products, they must be called by their
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28. CHAPTER 5 Meats: Still the top toppings
common or usual name (e.g., soy flour, considered the equivalent to 12 percent
soy protein isolate, etc.). According to of the other binders or extenders). The
the classification or standard for these permitted binders and extenders include,
items, soy flour is considered to have but are not limited to, cereal, breadcrumbs,
approximately 50 percent protein; soy cracker meal, soy flour, soy protein
protein concentrate contains a minimum of concentrate, isolated soy protein and TVP.
65 percent protein moisture-free basis; and Seasonings vary widely but commonly
soy protein isolate contains a minimum of include herbs, garlic, onions and pepper.
90 percent protein moisture-free basis. Two
percent isolated soy protein is equivalent Ground beef: Beef of skeletal origin used
to 3.5 percent binders. If soy extenders in the preparation of chopped beef, ground
products are textured, then “textured” beef or hamburger. Heart meat and tongue
should also be included in the name. Use meat as organ meats are not acceptable
of the term “textured vegetable protein” ingredients in chopped beef, ground beef
(TVP) is acceptable when the textured soy or hamburger. May not contain added fat.
products are mixed with spices, colorings, Maximum total fat is 30 percent. No level
enrichments, etc., and the ingredients of seasoning or extension is allowed in
of the TVP are listed parenthetically. ground beef.
“Vegetable protein product” (VPP) is an
acceptable declaration for a soy product Pepperoni: A dry sausage prepared from
fortified in accordance with USDA Food pork or pork and beef. Combinations
and Nutrition Service regulations. The containing more than 55 percent beef are
ingredients of the VPP must be listed labeled pork and beef pepperoni. Pepperoni
parenthetically, however. One other made exclusively with beef must be called
extender commonly used in low-cost ham beef pepperoni. Extenders and binders
products is carrageenan, which is made are not permitted in pepperoni. Hearts,
from seaweed. tongues and other byproducts are not
acceptable ingredients. Typically seasoned
Ham: Fresh ham that has been cured and with black pepper, red pepper, garlic and
may be either smoked or unsmoked. paprika (the seasoning that gives it its rich,
red and recognizable color).
Parma ham/prosciutto di Parma:
Ham, when labeled “Parma ham” and/ Pepperoni with poultry: Poultry may be
or “prosciutto di Parma,” can only be that added to pepperoni if properly labeled. If
which is produced in the region of Parma, the meat block contains 20 percent or less
Italy, in accordance with Italian law. poultry, the product is labeled “pepperoni
with turkey (kind) added.” When poultry
Meatballs: Uncooked or cooked pork, beef, over 20 percent of the meat and poultry
veal and lamb, and other ingredients in a block product is labeled “pork and turkey
ball form. Product must contain at least 65 (kind) pepperoni,“ an MPR of 1.6:1 is
percent meat. Binders and extenders are applied. If the amount of poultry exceeds
limited to 12 percent of the total product that of the meat, the product label reads
(6.8 percent of isolated soy protein is “turkey and pork pepperoni.“ This would
carry a poultry legend.
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29. CHAPTER 5 Meats: Still the top toppings
Salami, beef: A cooked, smoked sausage, ingredients: spices (including paprika)
usually mildly flavored, in a large casing, and flavorings, water or ice, red or green
containing coarsely ground beef. Cereals peppers, dehydrated or fresh onions, garlic,
and extenders are permitted. May contain parsley, sugar, dextrose, corn syrup, corn
fat. Product does not have to be labeled syrup solids, glucose syrup, monosodium
cooked. glutamate and antioxidants. According to
Frye, one quick way to determine how an
Salami, Italian: A dry salami that is typical Italian sausage may taste is by looking at
of the San Francisco area. Traditionally its color. If it’s greenish-gray, it’s typically
it was distinguished by its covering of a sweet and seasoned with anise and fennel.
white mold, but this is not required. This If it’s largely brown, the predominant
salami consists of about 80 percent finely seasonings will be pepper and garlic. If it
chopped pork, to which a small amount bears a red tint, it is likely seasoned with
of pork fat may be added. Nonfat dry milk paprika, possibly red pepper and garlic.
can comprise 3.5 percent of the finished
product. The remainder consists of Pork sausage: Product identified as pork
chopped beef, seasoning, salt and curing sausage does not include the use of pork
agent. cheeks. When such an item is offered as
“whole hog,” tongues, hearts and cheeks
Sausage, fresh: Made of fresh, uncured may be used in the natural proportion as
meat, generally cuts of fresh pork and found in the hog carcass. “Fresh” is used in
sometimes beef. Its taste, texture, the name when the product is not cured,
tenderness and color are related to the ratio cooked and/or smoked. Can contain no
of fat to lean. Trimmings from primal cuts, more than 50 percent fat. This sausage may
e.g., pork, loin, ham and shoulders, are also be labeled as breakfast sausage.
often used. Typically seasoned with black
pepper, sage, sometimes red pepper for Sausage, whole hog: Prepared with fresh
spicier preferences and occasionally ginger. and/or frozen meat from swine. The
Dextrose may be added to assist browning. finished product cannot contain more
than 50 percent fat. To facilitate chopping
Sausage, Italian: Italian sausage products or mixing, water or ice may be used in an
are cured or uncured sausages containing amount not to exceed 3 percent of the total
at least 85 percent meat, or combination ingredients used.
of meat (beef, veal and/or pork) and fat,
with the total fat content constituting * Sources: USDA Food Standards and Labeling Policy
Book; Burke Corporation, Food Lover’s Companion
not more than 35 percent of the finished (second edition), by Sharon Tyler Herbst; “Meat
product. Such products shall contain salt, Processing News,” Kansas State University Agricultural
black pepper and either fennel or anise, Experiment Station and Cooperative Extension Service
or a combination of fennel and anise. May
contain any or all of the following optional
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30. CHAPTER 5 Meats: Still the top toppings
guidelines is mandatory (see related loin only. If any other cut of meat is used,
“Standards of identity” table on pages 27 it must be declared, such as Canadian-style
through 29). bacon made with or from sirloin hips.
For example, aside from approved To add to the misunderstanding, said
seasonings and water, Italian sausage is Hertz, a product called ham shank roll is
an all-meat product. Once an extender also often billed on menus as Canadian
is added, the product would be called bacon.
“cooked Italian-style pork topping.” Even if
only the meat-to-fat ratio is altered, it may “A good way to tell whether it’s the real
no longer be called Italian sausage. thing is to see what they’re charging for
their pizzas,” she said. “Real Canadian-
The confusion of naming conventions style bacon is a premium product in both
goes beyond sausage. According to Hertz, quality and cost; alternatives are typically
one of the pizza industry’s most misused cheaper.”
topping terms is Canadian-style bacon. By
the USDA’s rules, Canadian-style bacon
must be made from trimmed boneless pork
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