Healthy pizza in demand

Written by Diana Coutu
More and more Canadians are demanding healthier meal options for themselves and their families. Like it or not, Canadians are reading the nutritional labels on products before deciding whether or not to buy them. Women – who still do the majority of household shopping – are the most likely to read the nutritional information. By being proactive in asking your customers what they want in a healthy pizza, you’ll be well positioned to for a nutritional trend.

Food manufacturing companies have noticed and are even adding things like omega 3, DHA and extra iron to everything from yogurt to bread. Health Canada is demanding that restaurants reduce the amount of sodium in their dishes, although so far they’ve neglected to impose the same threats on all the “heat and serve” meal options at the grocery store and the recommended levels of salt are still in debate. There is a lot of discussion of banning trans fats, which New York City and British Columbia did last year. It makes a great deal of sense. A healthier population means fewer dollars spent on health care and an overall better quality of life.

The movement toward healthier meals was instigated by the consumer. Back in 2000, we began making a line of 100 per cent whole wheat pizza crusts and while it took time for them to catch on, today they represent 40 per cent of our sales. Paired with our low-fat mozzarella, a few vegetables and our lean grilled chicken breast they are not just healthy, they are also quite delicious. These days, Canadian consumers expect to find heart smart meal options on your menu – even for fast food. More and more chains are adding these options to their menus and are having positive feedback. There are many pizza places, chains and independents that offer whole wheat and/or multigrain pizza crusts to match the increasing demand.

Most places are reactive about this change in the marketplace. Several companies thought that it was simply a trend that would pass quickly and failed to accommodate what’s now an expectation. The companies that are constantly asking customers what they want, and exposing them to new options, are in a better position to be ahead of the curve and profit from this change in consumer tastes.

At Diana’s Gourmet Pizzeria, we have always polled our customers and created pizzas and menu items to cater to them. Our whole wheat crust began in very small batches, with free sample slices to gauge our customers’ reactions. About a year ago we started getting calls requesting gluten-free pizza. The number of calls increased every week, so we decided it would be wise to invest time in creating a recipe. We spent about six months developing a recipe and then incorporating it into our busy pizzeria that specializes in wheat pizzas. The day we launched our gluten-free pizza crust, we already had a list of customers who were eagerly anticipating it. Other than calling everyone on the list, it took very little effort to promote our new product.

Lately, we’ve been working with some folks at the Canadian International Grains Institute on perfecting a barley flour pizza crust. Barley is beneficial by providing both soluble and insoluble fibre, whereas whole wheat flour only has insoluble fibre. North American diets are severely lacking in fibre and our initial batches have had very positive tasting results from staff and customers alike. Just a little more tweaking to our recipe and we’ll likely add it to the menu as a taste of the month this year. Depending on the response, it may end up on our menu as a permanent heart healthy choice.

We’ve also been taste testing turkey bacon as another heart smart option. Many of our customers are baby boomers and have been told by their physicians to cut down on red meat. Initial customer reactions to sample slices with turkey bacon have been extremely positive, so positive that we brought it on for our featured taste of the month for December 2009. My prediction is that it’ll be a hit from the start and find its way onto our permanent menu.

Regardless of whether you thought healthy pizza was a fad or a fleeting trend, you have to be living under a rock not to notice the increased demand for healthier meals in 2009. This year will undoubtedly be more of the same, making it a great opportunity to asses how well your menu stacks up on the health front.

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Diana Coutu is a two-time Canadian Pizza Magazine chef of the year champion, internationally recognized gourmet pizzaiolo, co-owner of Diana’s Gourmet Pizzeria in Winnipeg, Man., and a board of director for the CRFA. In addition to creating award-winning recipes, Diana is also a consultant to other pizzeria owner/operators in menu development, creating systems to run a pizzeria on autopilot, along with marketing and positioning to help operators grow their businesses effectively and strategically. She is available for consulting on a limited basis; for more information, contact her at Diana@dianasgourmetpizzeria.ca.

250-765-5551
OK Pizza – Each Bite Customer Approved!!!
http://www.okpizza.ca/

We service the Okanagan region and deliver to Rutland, Ellison, UBC Okanagan, Quail Ridge, Airport, Winfield, Black Mountain, and Kelowna downtown, Glenmore, Dilworth, West Kelowna, Lake Country and the Mission.

It’s that time of the year and networking possibilities are everywhere.

Networking at an event is a great way of getting your name or service out in front of potential customers. In fact, in the past few years my clients have forged a number of relationships that have led to more sales and sustained growth for their business by attending events with friends and business associates, and working different parts of the room with a plan to meet their target market.

While there are a number of ways to “work a room” that offer varying degrees of success, here are some good, fundamental strategies to keep in mind. By applying these techniques, you’ll give yourself the best chance of establishing sustained relationships that lead to more sales!

1. Start with the end in mind – You want to create a positive first impression. Dress appropriately. Take plenty of business cards; this makes it easier for others to contact you. Decide that you want to make the most of the event. Be open, upbeat and enthusiastic. Choose an event that is closely matched with your target market. Wear your own personalized name badge or wear a badge with your personal tag line.

2. Arrive early and scout the room – Look over the room and pick three to four key areas where traffic will flow but also allow you to acknowledge people. At a recent event I chose two areas where people had to go by and get their refreshments. It allowed me to meet seven new business contacts and I renewed six old acquaintances in my target market. Out of this event three prospects have recently become clients.

3. Set a goal for the number of new people (Prospects) you want to meet who are in your target market – Consider how many people you would like to talk to and how many cards you would like to take away. Ideally at a two hour event a minimum of 5 to 10 new people in your target market should be your goal. Make sure your goal is a stretch, yet achievable, and don’t leave until you’ve met your goal. This can give you the impetus to move on in the conversation.
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4. Act like a host, not a guest – If you adopt the mindset of a host you are more likely to be proactive in greeting people, introducing yourself and asking people if they would like to meet others. You can create as strong an impression by being a conduit for people. Be open in posture and do not square your shoulders to your prospect, boxing people in. Keep an open stance which will allow others to join in your conversation and give more opportunities to meet people.

5. Breaking into groups – Avoid approaching two people who seem to be talking intensely. Instead approach groups of three or more. Stand close by and acknowledge what’s being said through your body language and facial expressions. Seize the right moment to make eye contact and say ‘hello’ or add something to the conversation. Even better, look for an acquaintance or business associate and stop by to speak with them when they are speaking with someone you do not know.

6. Make your introduction interesting (Elevator Pitch) – An effective introduction is brief and memorable; it needs to have sufficient impact to get the interest of the group. That’s why you need an Elevator Pitch – a short description of your business that enables prospective buyers to know who you work with and what value you bring to the relationship. An Elevator Pitch conveys your marketing message in a manner that literally attracts the right customer to you.

7. Listen and aim to give value – Listening is crucial when networking and it’s only too evident when someone is not paying attention to you. Find out about the person/people in the group, uncover ways you can be a useful resource to them. Show a genuine interest in the person – you’re more likely to find common ground as they open up. People want to spend time with people they like and trust.

8. Change your focus from ‘what’s in it for me?’ to ‘what can I offer you?’ – People quickly work out if someone is aiming to sell to them or is only interested in taking what they can get. Networking is about developing relationships with others, so meeting people at events is about starting the process, not ending it. If you give value by helping them in some way – by introducing them to a referral or offering some information – they’re more likely to spend time with you and respond to your follow-ups.

9. Breaking away professionally – You may feel uncomfortable or rude breaking away from a conversation, even though such events or cocktail parties are designed for people to circulate. If you’re enjoying the company, suggest that you both join another group. If you want to get away completely, or the conversation has run its course, say something like ‘it’s been great to meet you, I hope you enjoy the rest of the event’ or ‘let’s keep in touch’. Don’t over-complicate your exit, just make your voice tone sound final, and then move away. As you leave mention that you will follow up with them later in the week.

10. Follow up afterwards – Ask each person you meet for two cards – one to pass on and one to keep. It’s a powerful way of demonstrating you’d like to refer them to someone, or vice versa. Make a note on their business card of what you’ve promised to do for them, so you don’t forget. If they were open to your “Elevator Pitch” suggest that you will send them some further information. Once you have stepped away, note down a memorable feature of their image, or the conversation, to remind you of who they are. If you’re meeting lots of people, it’s easy to lose track. As soon as possible afterwards, drop them a line or give them a call and do what you said you would do. They’ll be delighted that you remembered them.

Agree how you’ll keep in touch going forward so that you can “Build Your Business”

Donald Robichaud is the President of FloodLight Consulting and can be reached at 250-768-9415

Readers will remember this big-hearted photog from earlier in the year when she released a coffee table book ‘Children of the Okanagan’ at Summerhill Winery; with the help of many generous families she raised $20,000 to benefit the Neo Natal ward at KGH.

Well, she and her camera are at it again with ‘Smiles for Haiti’, a special project to raise funds for the Red Cross. Liz is offering a photo session by donation and is including a free 8×10; the session is worth $210 but folks can donate whatever they want and all proceeds go to the Red Cross.

 Whether you’re looking for a family photo, need your business portraits updated or just want to let Liz weave some lens magic, this is a fantastic way to get involved in the relief effort and come away with a little something, too.

Visit her website www.okanaganphotographer.com for more info

As posted in Snap Okanagan