Pizza Start Up-top 10 tips for success.

Brick Oven Pizza from NY Brick Oven Company

When you are starting a pizza place there are many things you need to know but this basic list will get you in the ball park 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 what you are providing and get a clear idea of your brand. 

1. What kind of pizza are you going to make? Sounds too obvious but many people jump in without a clear idea of the 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 figured 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 Stayle pie cooked in a regular deck oven. 

2. What is your concept? Your dough and the size of your  pies will have a great impact on the next critical factor and should be in alignment with your concept. The type of restaurant you envision will determine the size requirements  of your restaurant 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.

3. Where are going to put your concept? Concept design will also be a determining factor in choosing location. 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 near by. Also if your doing a fast casual concept you will need to have a high volume area with lots of foot traffic and a workers with a need for fast service.

4. Do you know how to layout the space? Seems simple but bad flow lines from order to service and delivery or dine in can make your place a production nightmare. If your in doubt consult an expert 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. Are you really capitalized to make  a successful go of it? Did you take into consideration the basics of rent, insurance, labor, promotion. marketing, equipment, inventory, attorneys, signage, contractors, city/town fees, permits, training...

6.Equipment? Do you know what type 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 flatware? 

7. Do you buy 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 lease on a monthly basis. 

8. Personnel? Do you have the people in place for your opening? Do you need to train them? Are the main chef? Is there a management team in place? Book keeping? Cleaning? Maintenance? 

9. Promotion Plan? 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? 

10. Marketing? This is different from promotion. Promotion is making things known-publicity, talking, signs, shirts, hats and events. Marketing is bringing it to the market-selling it. 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. 

All the above are valid concerns and should be evaluated before you commit to any location. 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