Pizza Today - September 2022 - 35

is located near Moscone Center,
San Francisco's convention and
events center. So while the Neapolitan
pizza and cocktails restaurant
attracts business travelers, that industry
has not completely recovered
from the pandemic interruption.
To remedy this, Zero Zero is
working to attract non-convention
events of all sizes. " We are a fun,
casual, aff ordable event space that
has great California Italian food and
friendly service, " says chef owner
Bruce Hill. " We feel really confi dent
in what we off er. "
Zero Zero invested in technology
that allows guests to take a virtual
360-degree tour on the restaurant's
website. People can view the two
full bars, the various table confi
gurations and the diff erent sized
spaces within the restaurant. " We
did a revamp of our event materials
just to make everything clear and
concise, " Hill says. " We have three
diff erent packages for large parties,
and we do custom one-off s as well.
We just always try to be amenable
to people's requests. "
In addition to social media
and other tech-related ways to
engage with customers, local
eff orts are eff ective too. Andy Saray,
chef and owner of Parm Pizzeria
in Oshkosh, Wisconsin, says he
reaches out to other small businesses,
from the deli that provides
proprietary ingredients to local
offi ces of insurance companies,
for winter party reservations. " I've
always been a fan of being aggressive
with marketing and going out
to small businesses, " he says. " We've
been promoting each other since
COVID, supporting each other,
because a high tide raises all boats. "
Parm has a mobile pizza oven for
private events, and as the weather
cools, events will take place at the
new permanent location of Parm
Pizzeria, which opened in July,
and at other venues. Saray says he
is willing to take on these small
events, as these event planners are
enthusiastic about throwing a party
this year. " People are willing to pay
more than they ever have been,
which is awesome, " he says. " Th ey
don't mind paying but you have to
make sure you capitalize on one, the
experience and two, the service. "
People also don't mind booking
early. Dave Lombardo, director of
operations for Bardo's Bar Pizza,
Lombardo's Hospitality Group in
Boston, says the group already has
substantial bookings for the fourth
quarter, and expects more to come.
" We are anticipating this season to
be similar to last spring in which
catering bookings came with high
velocity at the last minute, " he says.
The service methods are
changing, as customers are
gravitating to grab and go
items. " For us, that doesn't mean
grocery store prepared food packaging,
but elevated food presentations
that are individually portioned and
presented, " Lombardo says. " For
example, instead of a big charcuterie
board where guests are building
their own plates and sharing
tongs, we are doing mini mason jars
portioned and packaged individually
with the safety of guests front
of mind. "
Staffi ng is always a challenge,
including during the upcoming
party season. As a result, Lombardo
says, the group is being more
selective with bookings. Th at helps
protect the team, and it also helps
Bardo's Bar Pizza and the entire
Lombardo's Hospitality Group to
maintain quality in product, service
and execution. " To maintain that
level of hospitality we need to be
thoughtful in our booking process, "
he says. " Th e events we do will be
spectacular, but instead of doing
four to fi ve a day we will only do
two to three a day. "
Catering helps off set labor
costs, says Sammy Mandell,
owner of Greenville Avenue Pizza
Company (GAPCo), with three
locations in Dallas. " Th e staff gets
in early to do prep work, but when
you are doing prep you are not
generating revenue and you start
the day negative, " he says. Instead,
they can prepare the large catering
orders. " You have the opportunity to
generate revenue prior to the store
being open to help with some of
those costs. "
A few years ago GAPCo hired a
catering manager who spends time
with customers that place these
large orders. Th at way, there is a staff
member off ering cheesecakes and
cookies and other extras, instead
of overburdening a cashier who is
working on regular orders. " We're
really trying to do everything we
can to elevate the guest experience, "
says Mandell, who in March also
became a World Pizza Champion.
Th e restaurant also purchased a
vehicle that holds 90 pizzas at
190 F, and is a good marketing
tool. " Our catering manager cruises
around in that. It's just another
avenue that shows how far you want
to take your catering. "
NORA CALEY is a freelance writer who
covers small business, finance and lifestyle
topics.
SEPTEMBER 2022 / PIZZATODAY.COM / 35
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