Tag - starting a pizza place


Faster Better Pizza Now

Fast Casual for the Wild West

New York Brick Company gaining speed as it emerges as the leader in Pizza Wild West

Looking For Faster Better Pizza Now? Every pizza man knows that dreaded back up that occurs during the peak hours of business. These hours may vary but usually, it is lunch hour, dinner, weekends and holidays. Those are the times you wish you had more than one or 2 ovens. Well, it doesn’t have to be that way.

You can get as much as 2 -4 times your production of a conventional deck oven from a rotating oven. Not only that but the higher temperature of a brick oven that combines wood and gas fire makes it consistent too. Having the stone move around instead of having to reach into the oven makes it easier to work too. Just Imagine no skilled labor needed and quality pies, one after the other.  Versatility is another great benefit of the rotator brick oven. You can cook Pizza, Bread, Chicken, Steak, and Just About Anything You Can Cook In A Traditional Oven But Better!

You can bake different types of pies at the same time such as the classic fresh mozzarella brick oven style and the NY style with shredded cheese. Unlike a conveyor oven, you don’t have to rely on waiting to see if two different types of pizza are cooked because you can see your pizza bake and take them out one at a time in a revolving oven.  There are countless benefits to using a revolving brick-oven but speed and consistency are the ones that make you more money.

So Remember when it’s time to get Serious

   Call The New York Brick Oven Company 1800 683-6059.

 If Your Looking To Master The Art  The Pizza School Of New York Is The Place Where It All Begins      Pizza School Of New York

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How to Start a New Pizza Place

Starting a new pizza place from scratch!

There are many great books to read  on how to start a new pizza place,  and many resources that will help and many are available on the web and the truth is you can never know enough in this business. One of my favorite resources is Restaurant Owner .com a great resource page that can provide you with all types of forms and even start-up business plans.  Some of the things I have learned from opening many successful places are: The guys and gals with the real passion  and a well thought out plan always find a way to make it work. What does that mean? Simple, when someone really wants to do something he goes out and learns all about it, practices and builds his knowledge and confidence and  knowing above all that he doesn’t know it all.

Don’t know it all!

I have personally witnessed many a failure because the operator “knew best” .  That lead them to be “hard headed” and wind up not being able to truly create his concept correctly or  evaluate  his market . 

 Example: Classically trained pizza man from Naples opens a place in the South where the consumer is used to a big 18″ pie cut in slices with sauce, processed shredded cheese and lots of meat toppings. What does he make- a tiny fresh mozzarella pie with minimal toppings that is burnt to hell in the consumer’s eye-total failure and no clue why. Example: another “pizzaman” takes his typical cheap conveyor belt white flour, processed cheese, and canned sauce pizza to an upscale Brooklyn neighborhood with half a dozen high-end gourmet pizza shops all around him making a super artisan pizza. Aside from having too much competition he also has to battle a superior product at every turn not a recipe for success.  These are kind of obvious to an outsider  such as you or me.  But when you are personally involved and have fixed ideas  it can be hard to see what the real scene is . People have different ideas and prejudices which can easily lead to bad decisions and bad  ideas. The point I’m trying to make is simple  that none of us know it all, and we can all learn something,  in some area or another so read on and learn.

Location, Location, Location ,Location!

How many times have those words been thrown around? What does that really mean ?

It might not be the first thing on your mind, but truly it will be one of the most critical and could make or break you . Of course, you need great  products, too, but how will anyone know about that product unless you get them through the door?”In the brick-and-mortar retail world, it’s said that the three most important decisions you’ll make are location, location, and location,” Careful determination , evaluation  for you new site is critical.

Demographics Study!

Making these determinations can be as simple or as complex as you make it. There are, for instance, sophisticated location analysis tools available on the web  that include traffic pattern information, demographic and lifestyle data, and competitive analyses. For a price, a retailer can get questions answered that are key . What ‘If I’m looking to add a store to a particular market, what’s the optimum level of traffic as it relates to the specifically targeted trade areas? What is the overall type of traffic age, occupation etc.? what do consumers spend on eating what is the Avg income in my area ? How  many homes are there in a 3-mile area? what is the traffic count  How many competitors are in my market?

“Do your due diligence, Get a demographic overview of the area you’re looking at age, income, households, etc. Many major companies spend a lot of time and resources doing this. Sometimes you can follow one who does this already.  In addition, you should look at neighborhood traffic generators, such as other similar concepts big box stores  that draw people to the area, like  industrial or office parks, power malls, schools, colleges and hospital complexes hot nightlife areas.

You’ll also want to look at both highway and foot traffic.  If the number don’t work walk away. Unless the location has big  future potential expansion such as major chains malls etc being built nearby and  most importantly  you must have the cash and staying power to wait it out if that’s your strategy . Sometimes those projects take a long time even when approved and cause traffic pattern disruptions  etc.

“REVIEW”  Your Competitors!

Many experts agree, though, that the answer to where you should locate is more straightforward than many entrepreneurs make it. “Quite simply, the best place to be is as close to your biggest competitor as you can be,” By being in close proximity to your competitors, you can benefit from their marketing efforts.” Example if your looking for a fast casual location and your city has companies like Chipotle you can be sure they have done a good study of the market. It might behoove you to open as close to them as possible. Take into consideration also that the marketing of many big companies, who draw clients to your area is something that you can benefit from. Why?  Because  your competitors chose their locations based on the ideal demographics of a particular area, In many cases, they’ve also devoted large portions of their advertising budget toward driving traffic to their locations. “Why  spend the money when they are already  spending  it for you?” it’s that easy.” Just be sure that you are visible with good signage and lighting.

Being located near your competition can  give you more recognition in the consumer’s mind “Competition is good, “It makes you better and competition breeds more business, more traffic, and that’s a positive thing . If your confident in what you do just gout there and crush the competition if you think not then get better fast!

Of course, it’s still a smart  idea to make your own evaluations of a particular property, even if your competitors seem to be thriving in the area. Staying ahead of the game in this regard will help your business grow should you decide, for instance, that you later want to open another location.

The lease is Key and- is your asset
Your job just begins when  you think you’ve found a good location . Negotiating a good  lease that works for you and your business is just as important as the location itself.

“It’s very important that you have a good real-estate lawyer who can negotiate your lease- though that’s another cost,”says Tartt. Your attorney can help you look at things like the term of the lease, build out allowance, hidden small print,  your sale of the business, options for more years just to name a few. Your attorney should be a real-estate attorney and also knows his business . If need be he  can help you talk to the landlord (or do the talking for you)  so you can  ask the right questions.

Get to know the landlord?

It’s good to talk to other tenants, find out as much as you can about your prospective landlord .   Don’t take anything for granted and never go on any verbal agreements or promises its just bad business you must  get it all in righting first.  “You’re marrying your landlord for a long-term contract agreement . There are a lot of unscrupulous people  out there that only care about them, not you. It’s a two-way street you going to be paying them $100,000 of thousands through the lease terms  so make sure your ok too. As for personal guarantees perhaps a year or so. Don’t get in over your head. And don’t be afraid to ask for things like key money landlord improvement credits, several months for free etc. Start high and settle for what you need. He needs you too!

You  and can and should make use of a local real estate professional who understands your customers and the markets you are looking at  you .  They should know what’s available some histories on locations as well as what is going to be available .Depending on what type of place  you’re opening  I believe that in every market  there is some real estate guru a professional who knows his  city backward and forward, deals that are coming and insight that he or she only has.

Business Plan!

Having someone help you with your business plan before you even begin the location search can be invaluable as well.  This will let you understand costs and get you grounded with a reality of things .  It is a great practice and quite an eye opener for some people. Your plan should be detailed well  and give you a picture with several scenarios of all your cost and all  future projections of sales with several scenarios good and bad .

Being aware of all location costs involved (and there are many that can and will be overlooked by first-time entrepreneurs )with starting your business will do wonders for your ability to weather any storms that might and likely will come your way.  Underestimating the costs and being underfunded  as well as not understanding the time involved with launching a new  -is one of the most common startup mistakes and one you can avoid if you plan properly.If you take into account everything from a broker, attorney, engineering and architect fees to zoning and planning hearings, you can see that both the costs and the time to startup can vary widely.The best advice? “Talk to other people in the business , people in the area you looking at, learn from them  listen to them and find out what they’ve experienced. They can tell you what some of the pitfalls are and what things to look out for.  “You’ve gotta do your homework, you have to be willing to learn all you can and strategically plan yo succeed . You can and must  protect yourself, be diligent s your success depends on it.

Some basic questions to consider :

Is the location  zoned properly for your type of business? Ask this first, getting a variance for zoning can be a long had and sometimes not even possible process .

Is the location the right size too big, or too small for what you plan on doing  enough for your business? Does it offer room for all the storage equipment , office, prep stations sinks refrigeration counters handy cap ramps and bathrooms? Does it have enough electrical service does it have big enough gas service. Does it need more air conditioning ? Is it easy to vent, Venting can be costly and tricky, talk to a local reliable venting  companies!
Does it meet your layout requirements too many walls to narrow?
Does the building need any repairs? foundation roof etc look, look ,look.
Are the lease terms and rent favorable? Be honest just because you love the location run the numbers make sure you understand the sales volume you need to do.
Is the location far from  where you live? Travel time and cost can dampen one’s spirit. remember it’s going to be your lifestyle.
What about labor is the market high? Are there employees readily available this can be a challenge in some markets.

Does your clientele live nearby,  Is the population density of the area sufficient for your sales needs?  how big is your market area?
Is the area heavily dependent on seasonal business tourist, colleges ?                                                                                                                                                                                                                                       Will  insurance be prohibitively expensive? Flood zones fire etc?

Do you need a beer and wine license ? Are they available and at what cost? Some towns have to give approval by committee you should get that done first or have a contingency plan in your lease.
If you choose a location that’s relatively remote from your customer base, will you be able to afford the higher advertising expenses? They need to know you are there and be reminded all the time. Social marketing is good, direct mail, etc but takes money and time.
Is the building  and other stores in your area  consistent with the image and brand  you’d like to maintain?
Is the building  located in a safe neighborhood with a low crime rate ? Is the area  improving or changing for the worst?
Can you put up big signage? Signage is sometimes limited to the square footage of the building front. Some landlords won’t let you use specific colors or lighting check the lease. Is exterior lighting in the area adequate to attract evening shoppers ?

Are neighboring businesses doing good ? Are they likely to attract customers who will also patronize your business?
Are there any competitors located close to the facility? If so, can you compete with them successfully what makes you better?
Is the facility easily accessible to your potential customers?
Is parking space available and adequate?
Can suppliers make deliveries conveniently at this location?
And so- on! You can never have enough questions.

There is a lot to think with and a lot to learn .

So be aware of your location and the expectations of your local consumers. Then make sure you have your overall concept planned out well to provide whatever type of pizza you expect to produce in an appropriate space for that style of pizza .  Your concept can be full service,  or  you may consider setting up shop like the new fast-casual pizza concepts.  Be sure to use a  high a production revolving brick oven so you can make the operation simpler and fast . If you happen to be off the beaten path you may just go the traditional route with full service and a comfortable dine-in atmosphere a “destination” place. If you are new to the game I highly recommend you do lots of  research and visit as many places as you can  take notes . You truly need to determine what type of place will best suit your dreams and needs first.  Then find the location that fits it.   

Pizza school of New York

To learn the art of pizza we recommend attending pizza school at the Pizza School of New York. You can never learn enough!  

Good Luck and Enjoy the ride!


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Starting a pizza business

So you are thinking about  starting a pizza business?  Becoming a pizza entrepreneur and joining the ranks of pizza makers around the country engaged in keeping Americans well fed and happy? Fantastic idea and as always easier said than done.  but with today’s opportunities and the internet,  it is a whole lot easier  than it used to be. In fact, it’s night day when you compare opening a place today with opening a place 20 years ago. “How can that be ?” you may ask. Well, consider a few of the following thing.

1. Recipes. There is an infinite amount of recipes now  available on the internet to choose from with sources like Google, Facebook, Youtube and celebrity chef TV and the food network. Anyone with basic skills and desire can get online, look for the hottest trends, find a recipe and get busy. And now there is even an incredible  pizza school.  http://pizzaschoolnewyork.com/

2. Restaurant type. You can easily take a look at the different types of locations and layouts such as a slice joint, fast casual or sit-down full service or a hybrid of fast casual and full-service combination  . You can also do some research and see if delivery and take out or even a brew pub-bar will fit in with your plans.  you can find places for rent online and understand the market with much more detail.

3. Equipment. It has never been easier to see the different types of equipment being used in successful places than it is now. Currently, the hottest trend is hand assembled brick oven style pizza with places like Revolve, Spin Neapolitan and Pie Craft leading the way with Revolving Brick Ovens and gourmet pizza. Pizza stations, walk-in boxes, and mixers such as the old reliable Hobart are available new and used for the budget minded along with tons of information on sizes, capacities along with many other  industry comparisons.

4.Finance. Today you can basically call up a company like Lease Corp Of America(LCA) fill out your application online and know virtually the same day if you are qualified for a loan. Those of us who remember having to make an appointment with the loan officer, fill out endless paperwork while being scrutinized within an inch of your life under a microscope will attest that the process is light years from where it has been and tell you how lucky you are.

5.Printing. This may seem like something too little to mention but with today’s digital media and the ability to do it all virtually online is incredible.  There is an amazing amount of time, effort and money saved. In the old days, you would have to consult with a printer to make your deal on printing . Then you would have to consult with a graphic designer to do your layout and maybe even a specialized menu designer  to  help you. This took time, from appointments to initial design to a rough sketch. Then you would have to go back and forth on corrections as you finalized your idea. Once that was done you have to have it proofread and hope you and your proofreader caught all the errors. One error I fondly remember was at the First Goodfella’s Brick Oven Pizza on Staten Island. We were all set and made our first huge purchase of several hundred thousand menus for in-house, mailing and door to door delivery but we all missed the “Ground Bee” instead of ground beef on the pizza menu. We laughed about it for a long time since we had to print so many menus to save a few dollars. Fortunately, you don’t have to go through that incredibly time-consuming operation today. Not only that but you can do it all from the comfort of your home.  With computers, digital design, limited run printing options, cheap online graphic designers and still save time without taking the big risk of large runs.

6.Staff. Hiring and finding employees is easier than ever. You don’t have to put a hand a sign in the window and hope someone sees it or spend ridiculous amounts of money on classified ads in the local papers. Graig’s list will get you more applicants than you can shake a stick at in most areas.

7.Promotion. Getting yourself known with the internet makes it simple. Social media, websites, blogs and press releases will get you known and open the door to customers. If you do a great job with your product, service and presentation people will talk. Your signage, uniforms, and design have a lot to do with this.  Yes, people will talk so make sure you do it right from the start with all your ducks in a row and a great pizza. You can call the Pizza School of New York if you are not certain of your product.

7. Marketing. Yes this is different from promoting yourself or your place. This is actually offering your product for sale by way of Newspaper, social media, TV, Radio, mailings, door hangers and however else you can get your product in front of a potential customer and tell them to buy it.

8.Location. Location scouting can be done via many outlets now with many realtors competing for business. With the internet, emails and google earth you can even see a place from a street view and decide if it is even worth looking at before wasting your precious time.

9.Training. With video, internet, Youtube, DropBox etc. there are so many ways to present data to your staff, update recipes and procedures and keep everyone on the same page that even multiple locations become easier to manage when you get to that point.

10.Computerization. The point of sale order taking, inventory, ticket printing, and display have made management a great deal more organized. The systems can track best sellers integrate promotional items and sales while even tracking deliveries and scheduling orders of food or reminding you of upcoming catering or previously scheduled deliveries.

Of course, all these wonderful reasons for it being easier still require the entrepreneur to step into the ring  when  starting a pizza business., and make his purpose known.

My respect and admiration go to you my friends that make the attempt.

I wish you the best of luck.

Marc Cosentino





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Starting a Pizza Place? 10 Tips for success.

BRICK OVENS PIZZA    When you are starting a pizza place there are many things you need to know and consider but this basic list will get you in the direction to start off on the right foot. A firm idea of where you are heading can make all the difference between success and failure. When you open your doors your customer should know who you are providing and get a clear idea of your brand.

 1. What is the kind or type of pizza are you going to make? Sounds too obvious but many people jump in without a clear idea of the type of pizza they are going sell. What do I mean by this? Is it NY Style? Deep dish? Square? Brick Oven? Gourmet? Thin crust? Thick Crust? How about what size? Individual small pies or large family style? How many ounce dough balls will you be using?
 Some people may argue that this can figure out as you go or once you start but first impressions are long lasting and you only get one chance to make that first impression. The main reason to know your type of pie and how to make pizza is that it will determine most of your design and equipment choices and layout for production. Example-a fast casual pizza place where the customers walk up to counter and choose their toppings and then watch the individual size pizza hand assembled and placed in a revolving brick oven will have a different type of pie than a mom and pop place making a typical 16″ NY Style pie cooked in a regular deck oven.

2. What is your concept about? Is it like Blaze Fast Casual or Full service, pizza bar? The type of restaurant you envision will determine the size requirements and its physical layout. Example-a typical slice place with a small seating area and counter space for about 15 customers will require a much smaller space than a full-service gourmet pizza place with table service, a full menu, and bar. A fast casual place can work in 1700 square ft. The idea is to utilize space correctly so you do not pay for extra real estate.

 3. In what location or area are going to put your concept?
If your doing a small takeout and delivery place you may not need a prime location in high dollar strip mall or stand-alone building but you may want to be located near that college campus with thousands of dorms or apartments nearby and lots of families. If you’re doing a fast casual concept you will need to have a high volume traffic area  with lots of foot traffic and local business workers in an area with a  proven need for fast service.
4. Do you know how to arrange and layout space for best utilization? Seems simple but bad flow lines from order to service and delivery or dine in can make your place a production nightmare. If you’re in doubt consult an expert designer check references jobs done. If they are hesitant to give you to them find someone else.  or minimally study the successful places in your area or concepts you like that are successful and you think would work with your demographic.
5. Do you have enough capital to last a few months? Did you take into consideration the basics of rent, insurance, labor, promotion. marketing, equipment, inventory, attorneys, signage, contractors, city/town fees, permits, training. Many people go into a new venture without the capital required. Be sure you get a budget a detailed financial one. Ask others in the field to review it. Being undercapitalized is one thing you don’t want to be.

6.Equipment needs? Do you know what you need for your concept? For instance, what type and how big of a mixer do you need? What type of oven and how much space does it require-will it be part of the concept design or hidden? How big of a walk in box do you need? How many tables and chairs? What about small wares? Get a detailed list together and shop it around for budget planning.    Will it be new or used equipment? Is it better to lease? The main consideration here is initial outlay and cash flow versus the tax savings and continued cost of a lease payment  on a monthly basis.

8. Is labor available in your market? How many staff do you need to open ? You must hire double that amount because many won’t show up and many will not work out. How extensive is the training? Is there a management team in place? Bookkeeping? Cleaning? Maintenance? Think it through and be ready!

 9. Is there a Marketing  plan and budget? How are you going to get your place known? Who will you invite to your opening? What local groups and activities will you support? Are you affiliated with the local school, church, sports team? Handouts, flyers, door hangers,  menus, inserts, val-pak, local newspaper, tv( expensive) radio and any other place you think your customers are. You have to offer them your product and tell them what it is, where they can get it and how much it costs. This is an expense and it is part of doing business unless you are in the home run of all locations with enough customers flooding in daily  .
10, Be diligent do your home work  when Starting a Pizza Place!
These tips are designed to get you looking and help avoid some pitfalls . Future articles will take each up in more detail and mention a few others like social media, pizza contests, donations, and policies. Good luck and happy pizza!
by Marc Cosentino Co-founder of Goodfella’s Brick Oven Pizza
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