Are You Ready to Turn Pro?

Part I

OK, you’ve been making pizzas at home now for years. You invested in a great oven. You source the best ingredients. You stay up all night arguing on the internet about water sources and fermentation times. You obsess over every detail.  Everyone tells you that your pizza is better than what they can get in any pizzeria. Well… even if no one else says it, you know that you make the greatest pizza in the world.  Certainly you can do better than those hacks at your neighborhood pizzeria (how have those guys stayed in business for so long?). Admit it, you want to turn your pizza avocation into a vocation. You want to own a pizzeria. The question is, how do you know when you are truly ready?

I speak to ambitious amateur pizza makers all the time. Many of them have amazing passion and talent. Those qualities are an important start, but there’s more to it if you want to succeed. Allow me to explain: I’m sure you can all remember the incredible satisfaction you received from baking your first pizza, cutting it, and sitting down to enjoy it with your friends and family. I envy you. My experience is quite different. 45 years ago, on September 8, 1967 to be exact, I made my first pizza. My Uncle Rocco took it out of the oven, cut it, boxed it, and collected $2.25 from a waiting customer. Out the door went my pizza, a small step for the customer, but a giant leap for me. At that moment I fell in love with the pizza business. I fell in love with the idea that someone would spend money to buy and consume something that I had made with my own two hands.

Growing up in a small family pizzeria I also understood that this was hard work, with small profit. I learned from childhood that making a great pizza was only part of it. If you want to stay in business you have to be able to make pizzas that people are willing to buy at a price that covers your expenses and makes you a little bit more. Most importantly, you have to remember that you are selling an experience. The perceived value of that experience is what will allow you to charge enough to make a profit. No matter how high or low your price points the customer must always feel that the experience was worth more than they paid for it.

That’s the key. How your customer feels after they pay the bill will determine whether or not they come back. That is the pizza business. It doesn’t matter if you trained with Raffaelo Esposito’s great grandson or that you hand-feed hazelnuts to the pigs that become your sausage. In the end you will have to be able to sell enough of your great pizzas at a profit year after year to keep yourself in business.

Note: In Part 2 we will explore the skills you will need to make pizzas at a professional level and how you can prepare yourself for the transition from dedicated amateur to successful pro.

 

Comments 

 
#1 Teresa 2012-10-16 10:21
Very inspirational John! It makes me want to go out and open a pizzeria!
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#2 Brad Hayman 2012-10-16 12:32
Thanks for the great article! You are describing me to a T! It's like you're reading my mind, you must be psychic. I'm waiting for pt. 2!
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#3 James O. 2012-10-16 15:59
Good stuff, John! I'm looking forward to part two,.
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#4 Misty 2012-10-17 05:40
Great article. We're literally within days of opening our first pizza shop, this article was exactly what I needed this morning!
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#5 NVChris 2012-10-18 10:25
:-) Very good article. Inspiring!
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#6 Peter Reinhart 2012-10-19 16:11
Misty's pizzeria is called "The American Pie," a name I, naturally love. it's in Tennessee. Go get 'em, Misty, and let know how the opening went!!!
BTW, Part Two of John's column will post on Monday.
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#7 Vinnie 2012-10-24 11:59
Wow! To the think my wife and I were just talking about this. We built a wood fired pizza oven this past year (purchased from Forno Bravo of course:-)) and every time friends come over we get asked the same question..."when are you going to open a pizzeria?" Well we are seriously contemplating it as there are no good pizza places in the town we live in and I look forward to your next article, hopefully lend some insight into how to actually get started.
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