Khanh Nguyen is glad people have stopped asking for calzones at his pizzerias.
Nguyen is the owner of Zalat Pizza, a Dallas-based pizza chain that specializes in unique flavor combination pizzas such as the “Pho Shizzle,” a savory slice topped with pho-inspired ingredients like hoisin and cilantro, or the “Pineapple Express” combining bacon, pineapple and teriyaki. Today, around 90 percent of the chain’s sales come from pizza, which is the result of Zalat’s deliberate focus on quality over quantity on their menu. That means no calzones.
For Nguyen, this product specialization strategy reflects the new realities of running a pizza business. At a time when food delivery platforms make it easier than ever for hungry customers to find the exact items their taste buds crave from virtually any local spot, he believes that restaurants must specialize to stand out.
“In this new world it’s not important to have a menu that caters to everyone,” Nguyen said. “What is important is conquering your space to make sure you’re the best at what you’re offering.”
Menu development is just one of the ways in which pizza businesses have had to update their strategies and operations to thrive in recent years. The pizza business, like the overall restaurant industry, has been reshaped by the development of new tech and major trends such as the rise of third-party delivery apps and “ghost kitchens” that emerged in response to the COVID-19 pandemic. According to the National Restaurant Association, more than 100,000 bars and restaurants closed in 2020, due to revenue shortfalls caused by a combination of government-mandated shutdowns and growing customer discomfort with dining in.
“Everywhere you look, you’re seeing a lot of changes happening in this business,” said Nicole Russell, the owner of Last Dragon Pizza, an all-online pizzeria based in Queens that ships frozen pies across the country. Russell is nothing short of a pizza expert and is the host of the First We Feast YouTube show, Pizza Wars, where she goes head-to-head with renowned pizza makers to craft the best slice. Last Dragon Pizza is known for its creative pizza options — from the “7th Heaven,” a tandoori chicken masala option to the “Kiss Mi Converse,” a spicy jerk chicken style slice. All of her pizzas can be ordered exclusively through her website.
“Especially with the pandemic, a lot of people got a chance to feel things out and see if they liked the way their businesses were operating, or if they wanted to change some things. A lot of people feel as if the ‘pick up’ model is the way to go now and don’t want to go back to the old ways of doing things,” she said. “It’s just lower overhead and less drama.”