bake - December 2020 - 18

Fast forward to launch day, when the dining room
and the café plans went to the back burner, they
found themselves to feel fortunate that Detroit-style
pizza would deliver well - " born to be delivered. "
The product didn't look expensive, and the flavor
wowed customers like they'd never tasted anything
like it before.
" Pizza has gone through a lot - dining in or
Domino's and Pizza Hut - but not a lot in between, "
Pop explains. " We felt this is our opportunity to
have the best pizza and get it to people through
the delivery channel. We do know that delivery is
going to be here to stay. "
Now they are making 300 to 400 pizzas a day
and delivering to a 10-mile radius. They are dealing
with challenges of how to maximize their square
footage on site, but all is going well - and better
than anticipated.
" We want to take on the West Coast and be a
regional player that offers quality pizza - fast, " Pop
says, looking ahead. " I consider myself to be like
a Bill Gates: really good at operations. My partner
is great at sales and marketing. We have a nice
pairing of strengths. "
It's basically the same old game - with new tools.
Create awareness of your brand. Build connections.
" The way we get past this is what has worked
before is not completely irrelevant, " he says.
" Treating people with respect - even in the middle
of a pandemic. We are constantly looking at how
we make the work and customer experience better.
There are a lot of things we can still do. Being happy
is important. Fear is not what motivated us to open
in the first place. "
As for the pizza, Pop says the goal of their dough
was to create something that did not exist in the
mainstream. He wanted airy, but not super light.
Crunchy on the bottom.
" Everything we did from the oils to the blends of
cheeses, we spent a lot of time on that, " Pop says.
" Our tomato sauce tests were incredible. It took
us weeks to test all the sauces. For me, it was an
interesting process - to extract as much information
as you can and then make a decision. " They brought
in experts to try the different pizza, with many
nationalities (Italian, French, German) represented.
" It was lengthy, " Pop says, " and painful. There was
a curiosity that drove us. "

18 < NOV-DEC 2020 | bakemag.com


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bake - December 2020

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