Advice from an Award-Winning Pizza Maker: Interview with Norma Knepp of Norma's Pizza
It’s hard to believe that the winner of the prestigious Caputo Cup for best New York style pizza had no idea how to make pizza 7 years ago. Today, you can’t visit Norma Knepp’s stand at Root’s Market in Manheim, PA without waiting in line. So, how did Norma go from being a self-described pizza “newbie” to an award-winning pro? We visited her at her stand to find out.
Norma’s Background
Norma has a long history with food stands. She and her late husband originally started working at the caramel popcorn stand that her in-laws started in 1928. They eventually opened their own caramel popcorn stand at Green Dragon market, which is still in operation under different management. The Knepps also ran a concession trailer that traveled between Green Dragon, Root’s Market, and various fairs in their local area. They sold caramel popcorn, lemonade, cotton candy, and snow cones.
Norma’s husband wanted to go full time with their caramel popcorn stand, but she was wary of leaving her factory job and the benefits that came with it. After two years of contemplation, they finally took the risk and became full-time business owners.
Over the years, Norma and her husband owned and operated various stands. Their main operations sold caramel popcorn and clear toy candy, which is a Pennsylvania Dutch treat.
When Root's needed a pizza stand, Norma asked the market manager if she could give it a shot, despite the fact that she’d never made pizza before. She says, “I made terrible mistakes at first, but I was determined to learn how to do it.” After plenty of experimenting, she taught herself to make the pizza that eventually won the Caputo Cup for best New York style slice. Today, 7 years since she opened her stand, Norma offers tips to pizza making beginners like she once was.
Norma’s Advice for Aspiring Pizza Makers
Look to Other Pizza Makers for Help
According to Norma, the first place to start if you want to learn to make pizza is reading online forums. She says, “The pizza making forum is what really helped me learn how to make pizza, and it still does all the time.” On these forums, you can ask questions about any part of the pizza making process, and more experienced users will do their best to answer your questions. Norma notes that anyone is welcome on the forums, even “newbies."
It's All About the Dough
According to Norma, dough is the key component of a good pizza. She believes that a pizza’s cheese, sauce, and toppings can be delicious, but if the dough isn’t right, it won’t be worth eating. Norma also notes that when you make your own dough, it’s essential to weigh out all of your ingredients. Dough preparation is a science, so weighing and measuring is always a major factor if you want to get it right.
Practice with Frozen Dough
Another great option for learning the basics is to begin with frozen, store-bought dough. This way, you can learn how to work with the dough without the more complicated step of preparing it from scratch.
Understand Your Oven
Norma also told us that your pizza oven will greatly affect the finished product. “You have to know your oven,” she says. Even if you use the same ingredients and preparation method, your pizza could be entirely different depending on the oven you use.
Winning the Caputo Cup for Best New York Style Slice
Norma attended the Caputo Cup in 2015, which was the first year that this prestigious pizza competition was held in the United States instead of Italy. A good friend suggested she compete the following year, but Norma was apprehensive. “I [didn’t] think I could ever do that,” she says when asked about the experience. Eventually, she realized that she might never get this opportunity again and decided to go for it.
Norma describes how her hands were shaking during the competition, but despite her nerves, she ended up winning first place in her event, which was the New York style pizza. She beat out contestants from Italy, California, and even New York. Norma entered the competition for the experience, never expecting to win. “That was a surprise,” she says.
Ever since the Caputo Cup win, Norma’s Root’s Market stand has a line every week. She has been featured in a number of publications, including the book, Where to Eat Pizza Around the World by David Young.
What’s Next for Norma?
So, what’s next for Norma now that she’s known as a pizza making celebrity? She’s considering entering the Caputo Cup again, but mostly, she’ll be at her Root’s Market stand preparing to sell her pizzas on Tuesdays. Her stand is so busy that she's having trouble filling orders, but she still makes time to experiment with different types of pizza.
If you’re interested in checking out all of Norma’s pizza experiments, you can find them on her social media pages as well as on the forums at pizzamaking.com.
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The Best Cheese for Pizza
It’s safe to say that pizza is one of America’s favorite foods. In just the United States, there are over 70,000 pizzerias that generate more than $32 billion in revenue annually. As the owner of a pizzeria, it can be tough to create a pizza that stands out from your competition’s signature pies. Many factors contribute to making an amazing pizza, but the secret lies in choosing the perfect cheese. We have done the research to see which cheeses will give your pizza the best look and taste. Shop All Wholesale Cheeses Use these links to navigate through our choices for the best pizza cheeses: 1. Mozzarella Cheese 2. Provolone Cheese 3. Cheddar Cheese 4. Parmesan Cheese 5. Gouda 6. Goat Cheese 7. Gruyere 8. Ricotta How Do You Choose Cheese for Pizza? Before you can select the perfect pizza cheese for your menu, it is important to understand what makes a cheese suitable for pizza. The following are characteristics to look for that make a cheese optimal for baking on pizza: Browning Capability - can turn golden brown through the Maillard reaction without burning Melting Ability - can evenly cover the surface without leaving lumps or becoming too thin Stretchiness - shows visible strands when pizza slices are pulled apart Fat Content - the milkfat by weight of the solids in a cheese is what makes it denser, helping it stretch and melt Moisture Content - the percentage of liquid in a cheese impacts its browning ability The best cheese for pizza should turn a light golden brown without burning in the high heat of the pizza oven. It should also have a low melting point to spread evenly over the crust and avoid clumping. The cheese should have a mild stretchiness so that it produces strands when pulled apart but not be too difficult to break when chewed. Pizza cheese typically has a low moisture level (~50-52%) and a low-fat content (~35-40%), which creates the desired melting and stretchability. Best Cheeses for Pizza Although there are various types of cheese available, not all belong on a pizza. Mozzarella, cheddar, parmesan, and provolone are the four main pizza cheese types, but many other cheese varieties can be incorporated into your gourmet pies to add a unique taste. Try incorporating some of the following types of cheeses for pizzas to create a versatile menu: 1. Mozzarella Cheese Mozzarella is the most popular cheese option for a pizza. It is a defining ingredient in Neapolitan pizza, but it is an ideal cheese for any pizza style. Since it’s minimally processed, it offers a fresh taste with a light and creamy texture. Mozzarella cheese was traditionally only made with Bufala milk, but now can be found with cow's milk in the ingredients. Look for a DOP logo if you are planning to serve the traditional variation. Difference between High and Low Moisture Mozzarella When making pizza with mozzarella cheese, you can choose between high and low moisture. High-moisture mozzarella has a very short shelf life and has to be used within the first day of being made. Low-moisture mozzarella has a longer shelf life with a saltier, denser flavor than high-moisture mozzarella. This low moisture component also helps it melt faster when being baked. Low-moisture mozzarella made with whole milk is the best option for pizza whether it's being used as the only cheese or added into a cheese blend. High-Moisture Mozzarella Cheese Characteristics Flavor: Creamy and mild Browning Capability: Pale to light browning Melting Ability: Medium, tends to retain shape Stretchiness: Low, tends to puddle Fat Content: 4.8 grams per 1 oz. slice Moisture Content: Very high (52%-60%) Low-Moisture Mozzarella Cheese Characteristics Flavor: Creamy with a slight tang Browning Capability: Light to medium browning Melting Ability: High, melts evenly Stretchiness: High, with visible strands Fat Content: 6 grams per 1 oz. slice Moisture Content: High (45%-52%) Using Mozzarella on Pizza Use low-moisture mozzarella for Margherita pizzas and high-moisture mozzarella for Neapolitan and Greek pizzas. If used alone, make sure to slice it thinly and drain any excess moisture from the cheese. Because mozzarella is so versatile, it is the number one cheese to be added to a cheese blend. Mozzarella can be blended with provolone to make a traditional cheese or pepperoni pizza. Mozzarella Pairings for Pizza The following toppings pair well with the mild and creamy flavor of mozzarella cheese: Pepperoni Basil Vienna sausage Tomatoes Salami Olives Red peppers Arugula 2. Provolone Cheese Provolone is a semi-hard Italian cheese and is the second most popular cheese to blend with other cheeses. The flavor of provolone varies greatly depending on how long it ages. If you want to add a sweeter flavor and creamier texture to your pizza, use a provolone that’s been aged for a shorter amount of time. To add a sharper taste and dryer texture, choose a provolone that’s been aged for longer. Provolone Cheese Characteristics Flavor: Sweet and creamy when young, sharp and dry when aged Browning Capability: Dark browning Melting Ability: High, melts evenly Stretchiness: Low to medium, with minimal stranding depending on age Fat Content: 7 grams per 1 oz. slice Moisture Content: High (45%) Using Provolone on Pizza Because of provolone's popularity among the pizza-making crowd, you can use it on just about any flavor or kind of pizza. Try to make an Italian tomato pie, St. Louis pizza, Greek pizza, or a Pinsa Romana with this versatile cheese. It won't disappoint! Provolone Pairings for Pizza Try some of the following toppings when using provolone cheese on pizza: Chicken Basil Pesto Tomatoes Onion Broccoli Red peppers Sausage Spinach 3. Cheddar Cheese Cheddar cheese is widely loved because of its sharp taste. People don’t tend to associate cheddar cheese alone as a cheese to be used on pizza because it doesn't handle high heat well. It's usually an ingredient in a lot of pizza cheese blends. Cheddar is a good addition to any pie because its lower elasticity means it doesn't blister as easily as mozzarella. Also, if you choose a sharper cheddar cheese that has a deep orange tint, it will add color to your pizza. Cheddar Cheese Characteristics Flavor: Sharp, earthy, and pungent, sharpness is more intense in darker-colored cheddars Browning Capability: Medium browning Melting Ability: Low, fats can separate from solids in high heat Stretchiness: Low, with minimal stranding Fat Content: 9 grams per 1 oz. slice Moisture Content: Medium (34-45%) Using Cheddar on Pizza Although cheddar isn't a great option alone on pizza, it lends itself well to cheese blends to add color to your mix. Feel free to get creative with cheddar cheese and the types of pizza you want to create. Because of the versatility that cheddar cheese offers, you can add toppings like savory meat or sweet pineapple to create a unique menu. Cheddar cheese is also commonly used on specialty pies like chicken bacon ranch, cheeseburger, and buffalo chicken pizzas. Cheddar Pairings for Pizza If you're using cheddar on pizza, pair it with some of these toppings: Pepperoni Ham Bacon Pineapple Chicken Caramelized onion Capers Broccoli 4. Parmesan Cheese Parmesan cheese, in addition to other aged Italian hard cheeses, can be shaved or shredded on top of freshly baked pizzas. It should never be blended into your cheese mixes and due to the delicate flavor and dryness of this cheese, it should never be baked in the oven. When cheeses like parmesan are exposed to heat, their umami taste is ruined. Instead, use parmesan as a garnish on your pizzas to enhance the flavor of the whole pie. Parmesan Cheese Characteristics Flavor: Nutty, slightly sweet Browning Capability: Very dark browning, tends to burn Melting Ability: Very low, will crisp instead of melt Stretchiness: Very low, snaps instead of stretches Fat Content: 1.4 grams per 1 Tbsp. Moisture Content: Low (13-34%) Using Parmesan on Pizza If you are a cheese lover, parmesan cheese, like Parmigiano-Reggiano, is probably one of your favorite go-to cheeses to sprinkle on top of your pizza. Putting parmesan cheese on any pizza will do, but we recommend it specifically for Sicilian, Margherita, or Hawaiian pizzas. This cheese will accentuate the taste of other fresh and flavorful toppings. Parmesan Pairings for Pizza Combine the savory flavor of parmesan with the following toppings on pizza: Mozzarella cheese Provolone cheese Bacon Broccoli Prosciutto Arugula Back to Top 5. Gouda Gouda is a semi-hard Dutch cheese known for its rich, unique flavor and smooth texture. Older gouda will have less moisture and a tangier flavor than young gouda. Because of its versatile flavor profile, gouda is a delicious addition to pizzas featuring pulled pork or barbecue chicken. Plus, it’s available in straight or smoked, so you can pick the option that will best bring out the other flavors on your pizza. Gouda Cheese Characteristics Flavor: Buttery and smokey Browning Capability: Medium to dark browning Melting Ability: Low to medium, doesn't soften easily, younger gouda will melt more easily Stretchiness: Low, pools rather than pulling into strands Fat Content: 8 grams per 1 oz. slice Moisture Content: Medium to high (35%-55%) Using Gouda on Pizza Because of gouda's buttery flavor, it tends to work well for flatbread and thin-crust pizzas that balance sweet with savory flavors. Gouda is most popularly paired with barbecued meats because of the natural smokiness of the cheese. Gouda Pairings for Pizza Here are the pizza toppings that pair well with gouda cheese: Pulled pork Barbecue chicken Spinach Mushrooms Red onions Garlic Olives Sausage Bacon 6. Goat Cheese Goat cheese is made from goat's milk. It is soft and creamy when young and can be mixed with other flavors like berries or herbs. As it ages, it dries into a hard cheese that can be preserved in a rind. Goat cheese is known for its earthy and tart flavor, which can bring a unique twist to your pizza. Goat Cheese Characteristics Flavor: Tart and earthy Browning Capability: Light to medium browning Melting Ability: Low to medium, becomes creamy but can separate if overheated Stretchiness: Low, tends to pool Fat Content: 8 Grams per 1 oz. slice Moisture Content: High to very high (53%-59.8%) Using Goat Cheese on Pizza Although goat cheese doesn’t melt like mozzarella and provolone do, it softens up very nicely when cooked in the oven. Goat cheese makes a great addition to flatbread pizzas, focaccia pizzas, and Mediterranean pizzas. Try dropping small dollops of goat cheese across your pie’s surface. This will give customers a burst of savory taste as they take each bite. Goat Cheese Pairings for Pizza Try goat cheese on your pizza with some of the toppings below: Caramelized onions Figs Peppers Arugula Basil Mushrooms 7. Gruyere Gruyere cheese is a type of Swiss cheese made from whole cow's milk. It is a hard cheese but melts very nicely and has a mild savory flavor. When eating gruyere, you experience a range of flavors, starting with sweet and ending with nutty and earthy. Gruyere Cheese Characteristics Flavor: Nutty, sweet, and earthy Browning Capability: Medium browning Melting Ability: High and even Stretchiness: High, becomes gooey with visible strands Fat Content: 9 grams per 1 oz. slice Moisture Content: Medium (39%) Using Gruyere on Pizza Gruyere is a popular cheese to use on traditional pizza slices. The sweet and nutty flavor pairs well with red or white pizza sauces. Because gruyere cheese melts evenly and doesn’t blister easily, it is a great cheese for any pizza. Gruyere Pairings for Pizza Enjoy some of these pizza toppings with gruyere cheese: Potatoes Peppers Prosciutto Sausage Caramelized onions Spinach Red onions Pesto 8. Ricotta Ricotta cheese is made from the whey that's leftover from cow's milk, goat's milk, or buffalo's milk. This soft Italian cheese has a mild and slightly sweet flavor with a rich and creamy texture. It lends itself well to many Italian dishes, including pizza, pasta, and even cannolis. Ricotta Cheese Characteristics Flavor: Fresh, milky, and slightly sweet Browning Capability: Pale to light browning Melting Ability: Very low, retains shape in high temperatures Stretchiness: Low, becomes creamy instead of stretching Fat Content: 16 grams in 1/2 cup Moisture Content: Very high (55%-80%) Using Ricotta on Pizza Because of ricotta's creamy consistency, it is used as a base cheese for white-sauce pizzas, like Pizza Bianca and grilled flatbread pizzas. Ricotta cheese can be blended with mozzarella, fontina, gruyere, or gorgonzola cheese to make a creamy base. Its fresh flavor pairs well with seafood and vegetables. Ricotta Pairings for Pizza Ricotta pairs nicely with these pizza toppings: Chicken Shrimp Basil Tomatoes Charred spring onion Broccoli Kale Artichokes Spinach Roasted garlic Back to Top Now that you know the characteristics of each cheese type and the most compatible pizza toppings, you can begin experimenting by adding in some specialty cheeses. Whether you're making a pizza as a staple on your menu or just as a specialty item offered at your restaurant once a week, it's important to find a cheese that works for your pizza! Enjoy making wonderful pizza for all of your customers.
Pizza Sauce vs Pasta Sauce: What Is the Difference?
Although they contain similar ingredients, there is a difference between pasta sauce and pizza sauce. Pizza sauce is prepared with uncooked pureed tomatoes while pasta sauce is made with cooked blended tomatoes and flavorful garlic, herbs, and spices. Whether you’re looking to open a pizza shop or just making personal pizzas, most chefs will agree that the secret is in the sauce. Tomato sauce is an essential ingredient in a pizzeria, but can you use spaghetti sauce for pizza sauce and how will it impact your signature dishes? We set out to answer the question "is tomato sauce the same as pizza sauce," and provide tips and tricks when you’re in a pinch. Shop All Pizza Sauce and Tomato Sauce Products Difference between Pizza Sauce and Pasta Sauce Tomato sauce is similar to pizza sauce, but they are not the same. The main difference between tomato sauce for pasta and pizza sauce is that pasta sauce is cooked in the preparation of the sauce and pizza sauce is an uncooked tomato sauce that cooks along with the pizza. Pasta sauce is cooked prior to serving and will also have fewer seasonings than pizza sauce, predominantly featuring a robust flavor from roasted garlic. So, is pasta sauce the same as pizza sauce? The answer is no, but they are similar. We explore their differences even further below. What Is Pizza Sauce? Pizza sauce is typically made with plain tomato sauce or pureed tomatoes and tomato paste, causing it to be a thicker consistency than pasta sauce. The thicker sauce prevents the dough from getting too soggy while the pizza cooks. It also features a variety of spices such as oregano, Italian seasoning, garlic salt, onion powder, and sugar for a tangier flavor profile that perfectly complements the fats and oils in cheeses used for pizza. Pizza sauce is then spread in a thin layer on top of the pizza dough and cooked simultaneously with the dough and toppings, bringing all of the flavors together. Homemade variations may include cooking instructions for the sauce before placing it on the dough. What Is Pasta Sauce? Pasta sauce or spaghetti sauce is generally made with crushed tomatoes that boost the water content in the sauce, making it thinner than pizza sauce. The thinner sauces cover your pasta noodles thoroughly to provide flavor in every bite. Pasta sauce will typically only include basic seasonings like salt, pepper, and dried oregano so each chef can season the dish to taste in order to complement the pasta dish and additional ingredients. You will often find tomato chunks in pasta sauce, whereas pizza sauce calls for a smooth tomato sauce that is usually pureed to reduce chunks. Spaghetti sauce may also feature ground beef or Italian sausage. Pizza Sauce vs Spaghetti Sauce The difference between spaghetti sauce and pizza sauce is that spaghetti has a higher water content than pizza sauce from the crushed tomatoes, giving it a thinner consistency. This helps it spread more evenly over the surface of the noodles. Pizza sauce is made with pureed tomatoes to make it thick in order to add a layer of flavor between a pizza crust and its toppings. Pizza is a bit of an American obsession, so getting the sauce right can be the key to running a successful pizzeria. If you use pasta sauce on pizza, chances are that the sauce may be too thin and soggy for some of your customers’ liking. Pizza Sauce vs Marinara Marinara sauce is a semi-smooth tomato sauce that is slightly thinner in consistency when compared to pizza sauce but has less water content than standard tomato or pasta sauce. The tomatoes in marinara sauce are peeled, finely chopped, and blended to smooth out the chunks but not thoroughly pureed into a paste-like pizza sauce. What Is Marinara Sauce? Marinara sauce is a thick tomato sauce that is often used on pasta and sandwiches or as a dip. It is made by roasting garlic cloves in smooth tomato sauce on a simmering heat. Because it is commonly served with spaghetti or penne noodles, many refer to marinara as spaghetti sauce. It is also served on meatball subs and cheesesteak sandwiches or provided as a dip for mozzarella sticks and onion rings. Marinara sauce originated in Naples in the 19th century and is thought to derive from a dish served to sailors (“marinaro” in Italian) upon their return from sea. Is Pizza Sauce the Same as Marinara? Pizza sauce and marinara sauce are similar but not the same. Pizza sauce is thicker in consistency than marinara sauce because the tomatoes are pureed instead of lightly blended. Pizza sauce is usually cooked on a pizza crust, whereas marinara sauce is served as a dip or topping. Pizza Sauce Recipe Making your own pizza sauce is simple! Use the following instructions to learn how to make pizza sauce from tomato sauce. You’ll want to have a large mixing bowl and spatula, preferably a red spatula that won’t stain over time. You may also choose to adjust the signature Italian seasonings, as well as the ratios you use to create a specialty recipe for your pizzeria. <iframe itemprop="embedURL" width="560" height="315" src="https://www.youtube.com/embed/JCB5GAz2iWU?si=VkRha9mvKkCndKu9" frameborder="0" allowfullscreen=""></iframe> Pizza Sauce Ingredients Servings: 1-2 16” Pizzas 15 oz. tomato sauce (smooth, not chunky) 6 oz. tomato paste 1/2 tsp. garlic powder 1/2 tsp. onion powder 1/2 Tbsp. salt or garlic salt 1/4 tsp. ground pepper 1 tsp. granulated sugar 1-2 Tbsp. Italian seasoning (to taste) Dried or fresh oregano (to taste) Dried or fresh basil (to taste) Red pepper flakes (optional) How to Make Pizza Sauce Add the tomato sauce and tomato paste to a bowl. If the tomato sauce has tomato chunks, use an immersion blender or food processor to smooth out the tomato pieces. (Puree the ingredients if using canned crushed tomatoes.) Add the garlic powder, onion powder, salt, pepper, sugar, and any desired seasonings to the sauce. Mix with a spatula until thoroughly incorporated. Use right away on pizza dough or refrigerate in an airtight container for up to a week. You may also freeze pizza sauce for approximately 2 months. If you’re using refrigerated or frozen sauce, allow the sauce to come to room temperature using proper ServSafe methods to avoid health code violations. To bring frozen sauce to temperature, either thaw it under cold water in a sealed package, thaw it in the refrigerator overnight, or thaw it in the microwave before using it on pizza dough. Can You Use Pasta Sauce for Pizza? You can certainly make pizza sauce from pasta sauce with the help of a few ingredients. By straining pasta sauce, blending it, and adding seasoning you can create a substitute for pizza sauce from the pasta sauce in your cabinet. So, if you're asking yourself "can you use spaghetti sauce for pizza," we've included step-by-step directions below to help you do so: How to Make Pizza Sauce with Pasta Sauce Can you use spaghetti sauce for pizza sauce? Yes! If you don't have tomato paste on hand, you can use pasta sauce on pizza by following these steps: Strain the pasta sauce to remove excess liquid. Add the pasta sauce to a food processor or blender and pulse until smooth. Add your desired seasoning and salt to taste. Pulse a few more times until thoroughly combined. Strain out any additional liquid. For additional umami flavor, blend in an anchovy filet. What Can I Use Instead of Pizza Sauce? Most pizzas are traditionally made with a red pizza sauce made from tomatoes, but you can use other sauces on pizza. Some popular pizza sauce alternatives include the following: Pesto Ricotta Cheese Barbecue Sauce Ranch Dressing Tapenade Olive Oil and Garlic Sweet Chili Sauce Chimichurri Sauce Balsamic Glaze Alfredo Sauce Buffalo Wing Sauce So, does pasta sauce work for pizza? Yes, with some adjustments. Regardless of the types of pizza you are looking to make, perfecting your pizza sauce is essential to providing your customers with a memorable experience and turning them into regulars.
How to Open a Pizza Shop
Pizza shops are one of the most popular types of foodservice establishments in the country. They can be found in countless towns and are often a staple of local culture, with many geographical regions even having types of pizza that are unique to them. Whether you're new to the pizza industry or have worked in it for years, opening a pizzeria can be a great investment. We'll walk you through the steps of starting a pizza shop so that you can position your business for success. Shop All Pizza Shop Supplies and Equipment Click any of the tips below to skip to the pizza shop startup tip that interests you: Write a Pizza Shop Business Plan Choose a Service Style and Brand Create a Menu Identify a Location Secure Funding Buy Pizza Shop Equipment Hire a Staff Advertise Your Business Host a Soft Opening 1. Write a Pizza Shop Business Plan A business plan acts as the roadmap for how to get your pizza shop off the ground. It outlines many details, including short- and long-term goals, financial projections, and market analysis. With a good business plan, you can stay focused on your objectives and make informed decisions as your business grows. Business plans are also extremely valuable when securing funding. Lenders and investors want a well-thought-out plan demonstrating viability and potential success. By including detailed financial projections and market analysis in your business plan, you can provide evidence that your business idea is feasible and has the potential for profitability. 2. Choose a Service Style and Brand When starting a pizza shop, one of the crucial decisions you'll need to make early on is choosing a service style and brand that align with your vision. Your branding is the identification mark of your pizza shop and what sets you apart from the competition. Good branding is clearly defined and encompasses the ethos of your business, making it instantly recognizable. Service style refers to how you serve customers. There are several different service styles, each catering to different preferences and needs. It's important to note that you don't have to pick just one service style and can combine multiple styles to offer a complete dining experience. We've listed the three major pizza shop service styles below: Sit-down: Sit-down service offers a traditional dining experience where customers can enjoy pizzas in a cozy restaurant. Takeout: Takeout service allows customers to order and pick up their pizzas from your establishment, providing a quick and easy option for those on the go. Delivery: Delivery service involves bringing your pizzas directly to your customers' doorsteps, offering convenience and comfort. 3. Create a Pizza Menu A well-crafted menu can influence customer choices, drives sales, and make it easy to order. Conversely, a bad menu will confuse your customers and lead to fewer sales. Follow the tips below to make sure you design a quality pizza shop menu: Include contact information: Place your phone number, website, and location at the top of the menu. This provides customers with essential information and encourages takeout and delivery orders. Reflect your brand: Make sure your menu reflects your brand identity and concept. Consistency in design, font choice, colors, and imagery across all your branding materials helps create a cohesive and memorable customer experience. Organize in sections: Create sections to categorize your offerings. Separate different styles of pizza by section, such as traditional, gourmet, or specialty pizzas. Additionally, highlight appetizers, salads, desserts, or other food items you offer to provide a comprehensive view of your menu offerings. Include prices: Clearly display menu prices for each item to eliminate customer confusion and make ordering easier. You can include prices for individual slices, whole pies, and different pie sizes. Transparency in pricing helps customers make informed decisions and can increase sales. 4. Identify a Location Because pizza shops are so common, location plays a significant role in the success of your business. Not only does location impact your customer base, but it also impacts how easily people can reach your shop. To ensure that you select the best location for your pizza shop, perform a location analysis and keep the following factors in mind: Assess competition: Try to find a location where similar restaurants are scarce to reduce direct competition and allow your pizza shop to stand out. Consider visibility: Find a spot that is easily visible and accessible to potential customers. A location with high foot traffic or visibility from main roads can attract more customers to your pizza shop. Analyze demographics: Build an understanding of the eating habits in your area. Consider factors such as age, income level, and local preferences to tailor your menu and marketing strategies accordingly. Consider supply chain: A convenient location allows for easy access to fresh ingredients and efficient delivery services can help streamline your operations. Consider growth opportunities: Choosing an area with potential for development and expansion can benefit your pizza shop in the long run as the area evolves and attracts more customers. 5. Secure Funding When seeking funding for your restaurant, you will first want to determine the total costs needed to start your pizza shop. Assess how much money you already have available and how much more you will need. With these figures calculated, there are several options available for prospective business owners to obtain funding. It's important to note that you don't have to choose one option and can combine multiple to best fit your needs. Traditional bank loans: These loans typically have fixed interest rates and structured repayment plans, making them a reliable option for long-term financial support. Business line of credit: Business lines of credit provide flexibility for pizza shop owners to access funds as needed. This revolving credit option allows you to borrow up to a limit and pay interest only on the amount you use, providing a safety net for unexpected expenses. Business credit card: Business credit cards offer a convenient way to finance small purchases and manage cash flow. With perks like rewards programs and expense tracking tools, business credit cards can be a valuable funding option for day-to-day expenses. Small business loans: Small business loans are designed to meet the needs of entrepreneurs looking to start or expand their businesses. These loans often offer competitive interest rates and terms. Crowdfunding: Crowdfunding has become a popular way to raise capital for new businesses. Platforms like Kickstarter and Indiegogo allow you to pitch your idea to a wide audience and receive contributions from individuals who believe in your vision. 6. Buy Pizza Shop Equipment Along with traditional kitchen equipment and supplies, there is a large amount of specialized pizza shop equipment that you'll need to make your pizza shop functional. These range from large appliances to small utensils and can play a significant role in the quality of your pizzas. Before you open your pizza shop, be sure to invest in the following equipment: Dough prep equipment: Dough dividers, rounders, and sheeters allow you to prepare uniform batches of dough. Pizza ovens: Based on your production needs and space constraints, you can choose between deck pizza ovens, conveyor pizza ovens, or brick pizza ovens. Depending on your concept, you may also want to invest in outdoor pizza ovens. Pizza bakeware: To ensure your pizzas cook perfectly, stock up on pizza peels, screens, and stones. These tools help to handle and bake pizzas evenly. Pizza prep supplies: Equip your kitchen with high-quality tools for preparing pizza toppings and assembling pizzas, such as pizza cutters, cutting boards, and serving utensils. Pizza refrigeration equipment: Walk-in and reach-in refrigerators are a staple of any commercial kitchen, allowing you to store pizza ingredients easily. Pizza boxes: Perfectly package your pizzas for take-out or delivery by choosing the right pizza box sizes for your menu. 7. Hire a Staff Your employees will be the face of your pizzeria. When interviewing candidates, look for positive, warm personalities, as it's important that customers feel comfortable interacting with your staff. Search for potential employees who match the qualifications you are looking for, are genuinely interested in becoming a part of your restaurant, and fit the culture you want to build. Some of the most important positions in a pizza shop include: Cashier: The cashier is often the first point of contact for customers. They handle transactions, take orders, and assist customers as needed. Pizza maker/builder: The pizza maker is responsible for preparing and assembling pizzas according to customer orders. They must understand different pizza toppings, sauces, and cooking techniques to ensure consistency and quality in every pizza they create. Server: Servers take orders, deliver food to tables, and provide excellent customer service in dine-in pizza shops. Delivery driver: For pizza shops that offer delivery service service, reliable and efficient delivery drivers are essential. A professional and courteous delivery driver can leave a lasting impression. Store manager: The store manager oversees the day-to-day operations of the pizza shop, including staff management, inventory control, customer relations, and financial management. 8. Advertise Your Business With most aspects of your new business in place, you'll need to devise a marketing strategy. There is a wide range of options, ranging from traditional marketing methods to new digital options. Not every type will work for every business, as the effectiveness of different advertising methods can vary depending on where you live and what demographic you serve. Consider your target audience and budget when deciding the best advertising approach for your pizza shop. Use social media: Social media sites are easy to create accounts on and give you the chance to reach a wide range of consumers. Sites like Instagram and TikTok are powerful tools that allow you to post pictures and videos of your signature foods. Create a website: Your restaurant website should be easy to navigate and represent your brand. Include all the necessary information about your pizza place, such as your address, phone number, hours, and menu. Join review platforms: Restaurant review platforms like Yelp and Google My Business offer an easy way for potential customers to find your restaurant. These sites expand your shop's visibility and let customers leave reviews of their experience. Take out print ads: Print media is a simple yet effective way to raise awareness for your restaurant. Examples of this advertising method include taking out ads in the newspaper and posting flyers around town. Launch a rewards program: Whether issuing punch cards or creating a loyalty program through an app, offering customer rewards is an easy way to build brand loyalty. Create an email list: To engage customers with emails, use relevant content for each group of customers. For example, you could send dine-in specials to reservation customers or delivery coupons to online ordering customers. Your email should communicate your brand and forge a relationship with guests. Offer promotions to new customers: Offer guests a free soft drink or an extra side dish with a pizza slice. This will give customers the impression that they are treated well at your establishment. When you execute promotions correctly, guests will be more likely to recommend your pizza shop and return themselves. 9. Host a Soft Opening Consider hosting a soft opening before your official starting date, allowing you to test your service strategies and fix any issues that may come up. Consider offering a smaller menu or just serving for part of the day. You can also host friends and family events with complementary dishes or invite local businesses. These approaches also help you to gain local patrons who may spread the word about your new pizza place before its official opening date. Back to Top With such a high demand for pizza, opening a pizza shop has the potential to yield great returns. A profitable bottom line is more likely with logistical planning, delicious recipes, and a distinctive brand and concept. With the information above, you can make sure you prepare to open your new pizza shop the right way.