Real Italian pizza - what does it look like? Not only Margherita: Everything you need to know about pizza How to open a small zero pizzeria.

Anatoly Malyshev
chef of the restaurant "Villa Pasta":

Pizza production is a profitable business, the success of which largely depends on the chef, who creates the menu and selects the ingredients. There are a lot of pizza options: as many products exist, as many combinations can be invented. You need to focus on each specific guest, create dishes for vegetarians, and for meat and seafood lovers, both classic Italian recipes and original ones.

We have 10-12 pizza options in our restaurant, and all of them are popular. Every day, on average, about 80-100 pieces are prepared: classic Margarita, Mushroom Fantasy, 4 Cheeses, Shepherd's, etc. Everyone can choose an option to their taste and, in addition, replace any ingredient. For the most pretentious, there is a special service - to assemble pizza yourself, that is, order the base (tomato or sour cream) and add various toppings.

On the average check prices, portions, the level of the institution and the audience affect. The price should match the quality and size of the dish. In our restaurant, the average bill is 1500-2000 rubles per person. For this amount, you can order a salad, first course, main course, dessert and a cup of coffee. This is our optimal ratio.

The choice of equipment for a pizzeria depends on how many types of pizza and in what volumes you are going to produce.

The following equipment is required:

• flour sifter for sifting flour, removing foreign elements and lumps from it and enriching it with oxygen (flour sifting contributes to a more intensive fermentation process);
• dough mixer - with its help you can ensure the ideal structure of the dough and significantly reduce the kneading time;
• sauce oven;
• cutting table.

A few words about pizza ovens. A true oven should be capable of heating above 300°C. Only in this case the pizza will have a crispy crust. A good option- furnaces with ceramic or stone hearth and temperature control of the lower and upper surfaces.

Vladimir Khokhlov
brand chef of La Prima, La Provincia, La Taverna and La Panorama restaurants

The menu of a pizzeria should be varied so that each guest can choose a dish to their taste. In addition to pizza, you need to offer salads, cold and hot appetizers, soups and, of course, desserts.

As you know, pizza originated in Italy. However, like any other dish, it undergoes various changes under the influence of the national cuisines of the world. Traditional (or, as the Italians say, real) pizza can only be made using certain varieties of tomatoes and mozzarella cheese. It should be seasoned exclusively with basil, oregano and olive oil.

In Russia, pizza appeared in the 1990s and for a long time was considered a type of fast food, a kind of analogue of a sandwich. Of course, Russian cuisine has made its own adjustments to the recipes: “homemade pizzas”, similar to pies with meat, fish, and sausage, have gained great popularity.

Pizza products must always be fresh and of high quality! We use Italian coarse wheat flour, Italian cheese, other ingredients can be both domestic and imported. Due to the political situation, we started looking for alternative products Russian manufacturers. Moreover, the quality of our dishes has not changed: domestic goods may well compete with Western ones. The main thing here is to carefully select suppliers.

Alexander Uvarov
Managing Director of the restaurants "Kon-Tiki", "Tiki-Bar" and cafe-bar "Tomat":

A pizzeria is one of the most profitable formats, since pizza is a virtually waste-free dish. But other items must also be present in the menu: it is logical, for example, to add pasta, since in its preparation the same fillers are used (they may be leftover ingredients).

But if pasta is an optional dish in a pizzeria, then light salads and desserts are a must. In addition, you can supplement the assortment with rolls, which are sold very well to take away.

It is also important to purchase a coffee machine for making quality coffee. You will need an optimal wine list with wine on tap and a decent selection of beer. Hard alcohol is optional.

The pizzeria's menu should include all the main classic types of pizza (Margherita, Mushroom, Seafood, Pepperoni, Quattro Formaggi - 4 Cheeses) and two or three branded options designed specifically for the establishment. You should also provide for the possibility of a "designer", when the guest chooses additives to his liking.

The equipment of a pizzeria, as well as its cost, depends on the concept of the establishment. For example, Tomato uses an electric two-chamber oven that allows you to cook two pizzas at the same time (estimated price is about 100,000 rubles). For an institution with a hundred seats, a single-chamber electric furnace is quite enough.

But if you want a wood-burning stove in the restaurant hall and guests watching the cooking process, this will require additional costs. The wood burning stove adds an element of show and creates a certain atmosphere. But it is difficult to exploit in terms of compliance with the rules fire safety and provide ventilation. Maintenance of the electric furnace is more economical.

It is also possible to equip a pizzeria with a gas oven, but its installation requires an additional complex approval process. The taste of pizza cooked in different ovens is not much different.

Pizza cooks pretty quickly thanks to the use of blanks. Fillers are made in advance and pizza is baked throughout the day as orders come in. The most important thing is to correctly calculate the required number of blanks. The chef must take into account the average traffic of the institution, seasonality, etc.

In addition, a well-designed menu helps to achieve optimal sales: the number of additional dishes should not be too large, otherwise guests will not order the main product. This will also contribute to the stable operation of the equipment. The pizza oven takes a long time to heat up, keeping it constantly on without operation means additional energy consumption.

In premium restaurants, pizza is prepared from imported products. In an establishment of a democratic segment, if desired, you can replace all the ingredients with Russian ones. However, you need to keep in mind that the difference in taste will be noticeable. Tomato maintains an optimal balance of domestic and imported ingredients.

The specificity of the Russian pizzeria lies precisely in the fact that it is forced to use imported products. In Italy, pizza is made from fresh, locally produced ingredients. This affects both the cost of products and their quality. After all, pizza with seafood from the morning catch is different from a dish with a freeze.

The average bill of a pizzeria depends on the concept of the establishment, its level, location and traffic. It may be lower than the average check in a full-cycle restaurant of the same price category. In addition, one pizza is often ordered for two or three, which also affects the average check.

Recent sanctions have resulted in certain dishes having to be removed from the menu. For example, “Fried Camembert with Raspberry Sauce” or “Arugula with Parma Ham” are doomed, since neither Camembert nor Parma ham can be replaced. But pizza is a dish that is resistant to economic prohibitions, since analogues can be found for almost all of its ingredients.

Marketing provides many options for attracting the attention of guests. They can be entertained by a wood-burning stove in the hall where logs crackle, and an incendiary show of chefs during pizza preparation, and exciting master classes.

The key to the success of a pizzeria is in strict compliance with the chosen concept: in a small cafe, the speed of service is most important, and in an expensive establishment, impeccable service.

The interior must also match the price tag. In this matter, many restaurants make serious mistakes already at the stage of planning premises. For example, they irrationally use space and make a kitchen that is comparable in size to the hall. A large kitchen looks good in the TV series of the same name, but not in reality.

Of course, pizza is becoming more and more popular, especially among young people.

That is why many are interested in the question of how to open a pizzeria in small town.

What paperwork will need to be done? What equipment should be purchased? Will such a business be profitable and what determines its success?

What should a pizzeria look like?

Of course, before opening similar enterprise, you should decide what format your pizzeria should be. For example, many businessmen open so-called Italian restaurants - the main dish here is classic Italian pizza, but there are other dishes on the menu, as well as a large assortment drinks and cocktails.

A traditional pizzeria is somewhat reminiscent of fast food. The main target category here are young people and children. Therefore, the menu in such an institution can be reduced, but the speed and quality of service, on the contrary, can be increased.

In addition, in a small town, it would be appropriate to open food delivery. In such cases, the production of pizza, as a rule, takes place in a specially rented premises or even at home - the dish will be delivered directly to customers' homes or work. You don’t have to rent a space for a cafe, add new dishes and drinks to the menu, hire service personnel, etc. This is the least expensive type of business, but at the same time, the profit here is appropriate.

Therefore, first of all, you should decide what exactly you are going to open, and what category of the population will become your regular customers- in accordance with this, you will need to rent and design a room, make a menu, etc.

How to open a pizzeria in a small town? Required package of documents

Of course, you will have to register with tax service and go through some other instances. What does it take to open a pizzeria? Register first as individual entrepreneur or open a limited liability company.

If you plan to sell alcohol or tobacco products, then you will need an appropriate license. In addition, the pizzeria must obtain permission from the sanitary and epidemiological station, the fire service and the labor protection service.

Where is the best place to locate an establishment?

If you are interested in questions about how to open a pizzeria in a small town, then you should know that location plays an important role. Do not rent a room near restaurants, bars and other establishments Catering. It is best to open a pizzeria either in a busy part of the town (for example, in the center) or in a densely populated residential area (in such cases, the majority of customers will visit the establishment in the evenings and weekends).

It should be noted that there are certain requirements for the premises used as a catering establishment. In particular, there should be a fully equipped kitchen, as well as a hall for clients, a cloakroom, a locker room for staff, and a room for washing dishes.

An uninterrupted supply of electricity and water is a must. In addition, you will need a ventilation and air conditioning system.

Choose an interesting style for decorating the hall, select the appropriate furniture and other decorative elements. The main thing is that visitors feel comfortable and cozy.

The required amount of equipment for a pizzeria

Naturally, in order to prepare food and receive visitors, you need to prepare. How much pizzeria equipment do you need? For example, it will be necessary to purchase refrigerators for storing raw materials.

You will definitely need ovens for a pizzeria. In most of these establishments, they are placed right in the hall, behind the bar - so visitors have the opportunity to watch the preparation of their dish, and the aroma of freshly baked pizza becomes the best advertisement.

If you are going to serve other meals at pizzerias, then you will need a kitchen with appropriate equipment, in particular, refrigerators and freezers, a microwave, a stove (it is desirable to have both electric and gas), and an oven. Do not forget about the necessary kitchen utensils and other accessories.

As for the hall, you will need a bar counter, as well as an electric kettle for making tea and some other hot drinks. It is also worth buying a coffee machine, as many visitors love this drink.

It is best to purchase a computer with the appropriate software- this will make it easier to place orders, keep track of expenses, etc. You can hang a plasma TV in the hall - this move will appeal to regular visitors. In addition, you can arrange viewings of important events, such as football matches.

Other necessary materials and raw materials

Naturally, for cooking you will need products. Most likely, there are companies in your city or somewhere close to it that will be happy to provide you with the raw materials you need for cooking, such as flour, sugar, ice cream, alcoholic drinks etc. It is unlikely that finding products will be a problem for you. Quite another thing - fresh vegetables and other ingredients that are not subject to long-term storage.

If you are going to be engaged in the delivery of pizza, then you should worry about disposable tableware. And even if you don't intend to deliver meals, some customers are much more willing to take them home or to work with them - not everyone has the time or desire to eat in a public place. Do not forget about the special wooden boards on which it is customary to serve pizza. And, of course, you should have enough tableware, glasses, wine glasses, mugs, cutlery, etc.

In today's competition among pizzerias, it is important to provide the customer with maximum convenience for the purchase of the product. Gone are the days when it was enough just to open a classic establishment, put tables and chairs, and customers began to walk literally "jambs". It is not easy for new players to enter the market today. Almost every major city has more than one intracity network and many federal players. Nevertheless, experts predict a bright future for catering and fast food in particular. According to Rosstat, the fast food sector, despite all the crisis phenomena, is growing by an average of 17% per year.

Step by step plan to open a pizzeria

One of the available options for a successful start today is the opening of the so-called mini pizzeria near the house. Such establishments earn in three main areas: 1. Stationary pizzeria - went in, ordered, ate 2. Pizza delivery - called, ordered, brought 3. Takeaway pizza - went in, ordered, took away. The restaurant menu includes all the same well-known dishes and drinks: 25 - 30 types of pizzas, pastas, salads, soups, business lunches, fruit drinks, kvass, beer, lemonade, iced tea and coffee. The main clients of the institution: local residents, bachelors (25 - 40 years old), working class, youth and students, women under 35 years old (who have no time to cook), employees of nearby offices. Such pizzerias are focused primarily on a specific residential area of ​​the city. “A pizzeria near the house will have a number of advantages over a traditional establishment located somewhere in the city center,” says Maxim Seryakov, Marketing Director of Pizza Time. For a businessman, this is, above all, an inexpensive rent. For example, the price tag for rent in a large mall will be 2-3 times higher than the rent of premises on the ground floor of a residential building in a residential area of ​​the city. The difference can be 50 - 100 thousand rubles. Such savings in the initial stages can literally save the business. For consumers, the benefits are even greater:

1. Hot pizza is always "at hand". It's like going for bread - a pizzeria is within walking distance.
2. Delivery speed. Due to the proximity to the client's home, the delivery time for fresh pizza is only 15 - 40 minutes, taking into account the time for preparing the product.
3. The price of pizza "at home" is always lower than in traditional establishments. And this is logical - the cost of renting a room is lower, which means less fixed costs and cost. As a result, the price tag is reduced by 15 - 25%, which has a positive effect on the growth in demand for the product.

With sufficiently large opportunities, mini-pizzerias require much smaller investments - about 1.5 million rubles. Net profit after reaching the design capacity is 150 - 200 thousand rubles. Investment pays off with proper organization for 14 - 16 months.

Choosing a place to open a pizzeria

Organizational issues The first thing to start with opening a business is to find a suitable premises. This is very important, because 80% of success depends on it. The best option are buildings located on the first line of houses with convenient access roads and parking. In this case, the presence of only one sign above the entrance to the premises will bring the lion's share of customers. And, accordingly, it will save a significant part advertising media. The minimum floor space is 65 sq. m. A big plus is the presence in the immediate vicinity of stops public transport, Universities, shops, boutiques, office buildings. It is also recommended to be located as close as possible to large areas of new buildings. As a rule, much more young people live here, and these are the main customers of pizzerias.

The second point is the presence of communications. The room must have hot and cold water supply, good ventilation and an emergency exit. For optimal operation of the equipment in the room, sufficient electrical power must be supplied. Rent for a practically finished object will be at least 50,000 rubles. per month. The third important point- recipes and technology. It will take a lot of money to develop a unique pizza recipe. To do this, it is worth attracting an experienced technologist and chef. The product must be 100% tasty and of stable quality. Because for the majority of customers it will not be so important what your establishment looks like and where it is located if it cooks delicious and extremely appetizing pizza.

Online pizza advertising

Development of effective advertising campaign- Another most important task when opening a profitable pizzeria, one of the main specializations of which is pizza delivery. In this sense, the most reliable tool for promotion is the Internet. A bunch of your own website + contextual advertising gives a tremendous effect. To prove these words, just take a look at the statistics of Yandex search queries. So, the phrase "pizza delivery" for October 2018. Moscow residents searched more than 46,000 times

And this, mind you, only in Yandex search. Don't forget that there is also Google. On average, about 2,300 Muscovites try to find pizza delivery via the Internet every day. And these are the most direct customers. The cost of creating a quality resource, with a decent budget for contextual advertising amount to at least 200,000 rubles. But, believe me, this is a worthwhile investment. Especially when it comes to a large city.

How much money do you need to open a pizzeria

A pizzeria is not the cheapest project. It will be necessary to allocate significant funds for repairs, design, purchase of equipment, furniture, business registration, and advertising. If you carry out the calculation, the estimated costs will look like this:

Total - 1,575,000 rubles.

How much can you earn by opening a pizzeria

First, let's calculate the costs. The average bill of a pizzeria near the house is about 450 rubles. Of this amount, 32% are ingredients (144 rubles), 2% are delivery costs (9 rubles), 3% of the proceeds go to the administrator (13.5 rubles). The cost of one order is: 144 + 9 + 13.5 = 166.5 rubles. Profit from one order is: average bill - cost = 450 - 166.5 = 283.5 rub. Fixed costs are made up of:

Total - 329 000 rub. per month or 10 966 rubles. in a day. The break-even point of the pizzeria is reached at: 329,000 rubles. (fixed costs) / 283.5 rubles. (profit from 1 order) = 1160 orders per month or 38 orders per day. Everything else is a plus. So, to earn 200 000r. per month "clean" must fulfill 61 orders per day. This is more than a real number.

Pitfalls of business - popular mistakes of beginners

1. You should not overpay for renting a room - high rent will eat up the bulk of the profits. Take a little more time and pick up a less expensive item.
2. Don't overpay your staff wages, believe me, this is not the main "motivator" of responsible work. Pay exactly as much as the labor market in your city requires.
3. Spend more time on a young project - a hired manager with a large salary will not take care of the project the way you do.
4. Implement controls to control the theft of proceeds. Fire dishonest employees without hesitation. And even if for this you have to change more than a dozen people.
5. Build relationships with the tenants of the building (if the pizzeria is located on the first floor of an apartment building). Any complaints to Rospotrebnadzor can adversely affect the future of the establishment. And the extra hatred of the main customers will be useless.
6. Conduct purchasing, sales and marketing analytics. Analyze successes and failures, develop the project and never stop developing.

How to choose business equipment

To open a pizzeria, you will need to purchase refrigerators, a dough kneading machine, a proofing cabinet, a cutting table, a chopper, tables and utensils for the hall, and kitchen utensils. You can buy everything you need directly from supplier companies, which will not only help you choose devices of the appropriate power, but also install it. Many vendors provide free equipment maintenance, which is extremely beneficial when starting a business.

Which OKVED to indicate when registering a business

• 52 - supply of catering products (for home delivery of pizza);
• 40 - production and sale of snacks, drinks for consumption on the spot;
• 30 - activities of restaurants and cafes;

What documents are needed to open a business

To open a pizzeria, registration of an individual entrepreneur is required. In addition, you will need:

• Obtain the conclusion of Rospotrebnadzor on the compliance of the premises with sanitary standards;
• Draw up and approve the program production control;
• Conclude contracts for planned disinfection of the premises;

Which taxation system to choose

Several taxation systems are suitable for registering a pizzeria:

• UTII - the most profitable option for a novice businessman;
• STS with the payment of 15% of the net income of the establishment - ideal for small establishments.

Do I need permission to open

The activity does not require licensing. But you will have to obtain permits to conduct activities from the SES, the fire inspectorate, and the energy accounting. Another great option for a business is to design your own brand. But you can think about it already with stability and high profitability.

Business Startup Technology

To open big business significant investment is needed. But everyone can open a mini-pizzeria near the house. To implement the plan, you will need to find a room, purchase equipment and start a business. So:

Success in the business of opening a mini-pizzeria depends on the quality of products, the recognition of the establishment and the pleasant atmosphere of the hall.

Pizza is popular all over the world, and in different countries it is prepared in different ways. Real Italian pizza, of course, is only made in Italy. Local pizzerias are even inspected by government inspectors who monitor how Italian pizza standards are met. However, you can enjoy the taste of almost real Italian pizza at home, if you know what its main features are, what products to use and how to cook it correctly.

Features of real Italian pizza

There are many versions and assumptions about where pizza was born. One of the most common is that pizza was actually invented not in Italy, but in Greece. The Greek dish plakuntos was an unleavened cake in which cheese was placed. Subsequently, the Romans only slightly changed this recipe.

Interestingly, it was only from the 16th century that tomatoes began to be added to pizza. From that moment, the gradual spread of a delicious delicacy around the world began. Now traditional Italian pizza in different regions is prepared in completely different ways. For example, American pizza is characterized by high edges, great thickness, and a huge variety of toppings.

But what does it look like real italian pizza? It has several key features. First of all, it is a very thin, plastic base. To prepare the dough, fine flour is used, which is mixed with ordinary baking flour. Moreover, the dough is never rolled out with a rolling pin, it is thrown up, rotated and wrinkled by hand. Thin traditional Italian pizza is less high-calorie than American, but it is more tasty and balanced.

Contrary to popular belief, pizza doesn't have to be thick and big. Real Italian pizza is just like that - on a thin dough with a thin layer of toppings. The dough should be elastic and soft, and when baked, it should acquire an appetizing crust.

The second important point is that in traditional Italian pizza, only three to four ingredients are used for the filling. Usually these are tomatoes, olive oil, mozzarella cheese and basil. It is allowed to add garlic and oregano. The taste of pizza smoothly flows from cheese to olive and tomato, while each ingredient complements and emphasizes the taste of the other.

Real Italian pizza is cooked in a wood-fired oven at a temperature of about 200 degrees. When baking, the pizza needs to retain its elasticity so that it can be folded in half without breaking the crust.

What is a real Italian pizza

Classic Italian pizza

Italy currently has about 2,000 various kinds pizza. But the classic Italian pizza, in which the above rules are respected, applies to only three. Firstly, this is the well-known "Margarita" stuffed with tomatoes, mozzarella cheese and basil.

Secondly, Marinara pizza, which is prepared without mozzarella and basil, but with garlic, olive oil and oregano. And, finally, the third pizza, which can be attributed to the classic one, is Margherita-Extra. It is prepared in the same way as the regular Margherita, but it uses several different varieties of tomatoes and mozzarella cheese from southern Italy, obtained from buffalo milk.

A separate place in Italian cuisine is occupied by Neapolitan pizza, which has many fans around the world. It can also be attributed to the classic, since there are specific standards for its preparation. In particular, the diameter of a Neapolitan pizza must not exceed 35 centimeters. The edges of such a pizza must necessarily have a kind of "sides" with a height of 2 - 3 centimeters.

A Neapolitan pizza is prepared with peeled tomatoes of a certain variety, buffalo mozzarella cheese, garlic and fresh basil leaves. It is best that the tomatoes are San Marsano varieties grown on the slopes of Vesuvius. In addition, olive oil is certainly added to the pizza. This pizza is very tender and flavorful.

Regional pizza in Italy

Of course, nothing prevents you from deviating from the traditional rules regarding ingredients and cooking features. Therefore, different regions of Italy have their own recipes for making pizza with meat, seafood, vegetables and fruits.

For example, in Rome, Lazio pizza is popular, which, in comparison with the traditional one, is distinguished by its large thickness (1 - 2 centimeters). Tomatoes, mozzarella cheese, anchovies and olive oil are added to it. And in the Apulia region they like to feast on pizza "Calzone". Its peculiarity is that all the filling is baked inside. Sun-dried tomatoes with cheese are used as a filling for closed pizza.

Pizza Calzone

In Sicily, they prefer to cook spicier pizza with chili peppers. Very popular throughout Italy is the Four Seasons pizza, which is divided into four equal parts. Each part has its own filling - mushrooms, ham, olives and artichokes. In Florence, they prepare their own pizza, which differs in that an egg is baked on it. Kids love this pizza.

Thus, pizza in Italy is characterized by great variety. The filling for it can be mushrooms, meat, vegetables, fruits, herbs, fish and seafood. But in any case, in order to enjoy the taste of Italian pizza, it must be eaten hot. Only hot pizza will allow you to experience the beauty of crispy dough with tomato sauce and mozzarella cheese. Pizza taken out of the refrigerator is completely different in taste.

You can try making traditional Italian pizza at home, although this will require some experience and skills. Of course, you can always buy semi-finished products in the store and quickly cook pizza in the microwave, but your own homemade pizza will certainly be much tastier, more nutritious and healthier.

Having got acquainted with the menu of the Pizza Empire company, it is easy to guess why so many people become customers of this delivery service, because it is simply unrealistic to find the same affordable prices anywhere as here. However, although local chefs cook quite well, they will not be able to deceive a true gourmet, who could easily distinguish these dishes from the original Italian recipes. And all because here, as in any other domestic restaurant, they serve pizza adapted to the gastronomic preferences of Russian residents. Whereas in Italy itself, of course, people eat a slightly different food.


In order to understand exactly what all these differences that we mentioned earlier lie in, it would not be superfluous to visit sunny Italy - this is the only way you can feel the local flavor and understand what it would seem like the most ordinary food for the inhabitants of this country.

Each of the Italian provinces has its own culinary characteristics, which is due to the fact that all regions of this country have their own special climatic conditions. For example, in the northern regions of the country, pizza chefs do it almost the way we are used to. And all because France is located next door, whose culinary traditions are closely intertwined with the local ones, as a result of which the cuisine of this province is very similar to ordinary European cuisine. But the inhabitants of the southern regions, who have not undergone such a gastronomic expansion of their neighbors, prepare pizza according to the national traditions inherited from their ancestors.

The recipe for the iconic pizza has been passed down in Italian families from one generation to the next. It is thanks to this dish that it has become international, because the inhabitants of this country, who are distinguished by their entrepreneurial spirit, live in all corners of the world, and, of course, do not give up their usual food in new places.

If in the United States today pizza is equated with fast food, and it is often eaten literally on the run, then for Italians this is a real crime. Like all southern peoples, they do not tolerate haste, and like to do everything very measuredly. Therefore, in Italy, pizza is eaten only in restaurants, talking with each other, invariably washing down their lunch or dinner with a glass of light local wine.

There is a persistent misconception that Italians do not go to restaurants and cook pizza exclusively at home. But in fact, this is rather true for Russians, because it is not for nothing that the number of catering establishments in Italy is much higher than in Russia! Moreover, good pizza is prepared here not only in large fashionable restaurants, but also in small cafes scattered throughout the country.