Desserts also generate higher ticket sales at Double
Dave’s Pizzaworks ( doubledaves.com) in Austin, Texas.
“We try to build products out of our core ingredients, so
our dessert pizzas, strudels and cinnamon sticks are made
using the different kinds of pizza crusts we already have,”
says CEO Chuck Thorpe. “But what you do with them makes
a world of difference.” Deep-dish crust, for example, becomes “Cinnamonstyxz,” while hand-tossed crust yields a
tasty cherry or apple strudel. And cookie dough and melted
chocolate chips transform a crispy thin crust into chocolate chip pizza, Double Dave’s most popular dessert.
When head chef Frankie Ibarra from DeLucia’s Pizzeria bakes up a Cinna-pie, the
wonderful aroma attracts customers’ attention and boosts sales.
Housemade vs. Premade
With their heavenly aromas and tempting presentations,
housemade signature desserts can draw in customers as effec-
tively as a fresh, piping-hot pizza. But making desserts from
scratch every single day requires a lot of work. “A homemade
dessert includes your labor, so think about that—if you are go-
ing to make a cake, how much is the labor?” says Rapp. “If
you don’t sell that many desserts, it’s probably better to buy
premade because it’s cheaper than making them, especially in
a smaller pizzeria.”
High-quality premade desserts offer the advantages of speed
and convenience. “They are easy to store,” Devine points out.
“You use only what you need and thaw them when you need
them. But the well-made ones still offer fresh, homestyle taste
and texture without the expense or labor of a pastry chef.”