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Pizza – Look How Far We’ve Come…and Where We’re Going

By Tricia Hoy

The modern pizza that we know today is said to be traced back to baker and restaurant owner, Raffaele Esposito of Naples in 1889. As the legend goes, the three ingredients of the classic Margherita that started the modern day phenomenon are: mozzarella, tomatoes, and basil, coincidentally the colors of the Italian flag.

According to Inventors Expert, Mary Bellis, this pizza is named after Queen Margherita, who was visiting Esposito’s restaurant with her husband, Italian King Umberto. Pizza was then brought to North America by Italians, and the first pizzeria was opened in New York City in 1905. According to the PMQ Magazine 2015 Pizza Power Report for the year ending September 2014, pizza has become over a 38 billion dollar industry in the United States alone, with over 73,000 U.S. stores. Half of these are independent pizzerias, and the leading chain of 2014 was Pizza Hut. Big business indeed.

With the continuing evolution of technology, opportunities for new revenue streams have developed in the restaurant industry, and specifically the pizza industry. Back in Esposito’s day, who could have imagined online and mobile ordering?  Today, most leading chains are taking advantage of this technology, and many independents are finding it is mandatory if they want to compete. According to the 2015 Pizza Power Report, “telephone orders are falling; just 55% of customers now typically order pizza by phone compared to 64% in 2012. More of them – especially Millennials and those aged 35 to 44 – prefer online ordering.”

In fact, pizzerias who have integrated online ordering into their business model are seeing benefits in their speed of service, order accuracy, and labor savings, as well as increased sales.  SpeedLine customer Mozzarella Di Bufala, based in San Francisco, has noticed significant labor savings. In a case study, Mozzarella Di Bufala General Manager Ilana shares that, “Having our online orders go straight to the POS lets us handle more orders with less staff.”

SpeedLine customer Minsky’s Pizza, based in Kansas City, MO saw phenomenal growth when they introduced online ordering at two flagship stores. According to owner Gregg Johnson, “They’ve had continued exponential growth. In other words, as the base number of online orders grows for each store, the following month, the orders are still growing 10 to 15 percent on the new base.” Minsky’s has also experienced significant growth in other locations that have adopted online ordering, and sold more desserts and beverages than ever before.

To find out more about how to integrate online ordering into your pizzeria:

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Posted on Mon, Jan 04, 2016 @ 07:01 AM.
Updated on April 24, 2019 @ 7:55 PM PST.

Posted by Tricia Hoy

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Tags: Pizza Industry

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