Welcome!

Lately I've been thinking quite a bit about pizza ovens and innovation. Thanks to advances in technology and new materials, we at Forno Bravo are always developing fun and interesting oven designs – and making wood-fired ovens available to an ever-growing audience.

On that note, we are introducing the Napolino Series, a Napoli-style oven for backyard cooking that combines traditional design with cutting-edge materials. The Napolino features a center vent and beautifully tiled enclosure, and is sized for home pizza-making, baking and roasting. Read more below.

This month's newsletter also includes a guest column from Pizza Quest – John Arena on a question many of us have asked: "Are you ready to go pro?" And our recipe from the Community Cookbook is for stuffed peppers, a tasty vegetarian side dish that's festive enough for your upcoming holiday menus.

Finally, you'll find information and a registration link for Forno Bravo Expo 2012, set for October 27, to the right. We are looking forward to this casual gathering of wood-fired cooking fans and hope you'll join us.

Till next time,
James

Peter's Corner:
Are You Ready to Turn Pro?

Peter Reinhart, our Pizza Quest host, baking instructor and baker extraordinaire, shares a new guest column written by John Arena. A third-generation pizza maker, John began making pizza professionally in his family's New York pizzeria in 1967.

Are You Ready to Turn Pro?
by John Arena

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.

Forty-five 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, then 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 customers feel 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.