Angaston Roaring 40's Café
Best Pizza Maker in Australia - 2009
By Tom Boyles

Damon De Ruiter was recently crowned the Best of the Best winner for 2009 and it only took him three years of entering to win it and two years of cornering me at the show to end up in PMQ. Persistence does pay off. At his pizza shop, Roaring 40’s Café, Damon has incorporated more than 20 years of traveling around Australia as a chef into award winning pizza. PMQ sat down with Damon and got the scoop on the secret to his success. Here is that interview.

What is the name of your shop and where are you located?
The shop is called 40’s Café and we are located on the main street of Angaston in the Barossa Valley, South Australia.

When did you open for business and what is your background in pizza?
We opened business in 2002. Previously to this I hadn’t made pizza professionally other than in my own kitchen at home. Having been a chef for 20 years prior to 40’s, the challenge of making great pizzas that the locals and tourists would respond to positively was something that I managed to accomplish. Prior to opening Roaring 40’s, I worked all over Australia in every type of restaurant you could imagine, from a B&B to casinos to Japanese and Asian restaurants. Working in so many places I was able to learn from chefs from France, German, Switzerland, Italy and Japan. All of this helped me to learn how to explore new flavour combinations and how to experiment. It also taught me about how important it is to use fresh ingredients. When we purchased Roaring 40’s the previous owner used canned capsicums, mushrooms and other ingredients. I immediately switched to fresh ingredients and also started to make our own sauce as opposed to using sauce straight from a can as the previous owner did. As a restaurant owner, always strive to use the best ingredients and don’t cut corners because it will show in your finished product and in your sales.

What were some surprises or unexpected problems you experienced when you first opened?
The name of the Café prior to us taking over was based on the last name of the previous owner — “Fordies” as his name was Tony Ford. To keep things uncomplicated, we changed to 40’s, a number that Barossa locals now automatically relate to award winning pizza. It did, however, prove to be somewhat difficult with the initial transition of name with media etc. Now going on seven years as 40’s and the accomplishments obtained under that name, this issue has passed.

To be successful at promoting a quality, consistent product, you require staff that are passionate and knowledgeable about what they do. We did find it hard to find the right mix to begin however I am now happy to say that we have a strong team of go getters that pride themselves on what they do.

The kitchen was also an issue when we began somewhat of a ‘train wreck’. With renovations, equipment installation and basic kitchen procedures being followed, this problem was very shortly overhauled! We switched from an 18” Impinger oven to a 32” inch oven because we could not handle busy nights with the smaller oven. The results were being able to get orders out faster and happier customers. We also added things like a dough roller and redesigned our cool room, which is where we make the pizzas…yes, we make them in the cool room, which is harsh in the cold months but nice in the summer. We also added a deck bar which allows us to handle an additional 50 customers.

What is your best selling pizza?
The best seller would have to be The Smokey on thin crust – awarded best smallgoods pizza in the gourmet category of the Dairy Farmers Best of the Best Pizza Challenge for 2008 & 2009.It is topped with Barossa meats provided by our local butcher Schultz Butchers.

Approximately how many pizzas do you sell a week?
We sell approx 2,000 pizzas, take away and dine in, weekly.

Do you offer dine in, delivery, take away or all?
We offer dine in and take away options. We also offer catering for functions. We do not offer delivery unless the purchase is over $150. When it comes to catering you need to be careful because it can become a money pit. Research your demographics of businesses who will buy from you and who serves them now and what they are ordering. Research and learn how to order for the event and prepare for it and manage it.

What advice can you offer other independent operators on how to compete with the chain pizza shops?
Don’t compete. Keep your integrity and believe in your product. People love real food that has its own signature strength.

What is your best selling non pizza menu item?
Our traditional Caesar Salad would have to be our biggest seller apart from pizza.

What are some changes you have made in your business that have improved profits and/or operations?
The rebuilding of the kitchen has definitely improved practicality in providing top quality, efficient service. We also refurbish the restaurant and deck area regularly. Probably the best thing I did and one that many pizza operators do not even think about was to hire a catering/function/ marketing manager. She promotes the business and pushes outsource and in house functions. She has been awesome because she is fantastic at building relationships with companies and people who can make the large function/catering orders. She makes sure the events run smoothly, handles pricing, seeks out new customers and has a great personality for this sort of job. It initially cost me about $40,000 for 18 moths to pay her but she brought in over $600,000 in new business! We have implicated policies and procedures to a higher degree. We have also developed a website and a catering car inclusive of art work to advertise the business.

Marketing…What are the best marketing ideas you use and how do they help business?
To maximize business exposure we have done the following:

• Revamped signage to include awards obtained through Best of the Best Pizza competition as well as having a wall display of awards.

• Sold pizza box sticker advertising to suppliers. I read about this in a magazine and thought I would give it a go. What we do is sell stickers that are placed on our takeaway boxes. It costs us about 26 cents for each sticker and we sell them for $1 each/per box. Some of the companies who have bought them are wineries, butchers, packaging and printing companies, car dealers and even irrigation companies. We have discovered the best method is to spend a little more and get stickers that have tabs that can be peeled off and redeemed.

• Developed website.

• Frequent database correspondence re achievements/accolades, deals, menu changes etc.

• Purchased catering car with artwork to promote business.

• Membership with local Tourism branch and Restaurant and catering SA

• Entry into Restaurant and Catering awards, taking out finalist in Best Pizza Restaurant category.

• Entry into Lifestyle Foods ‘I Love Foods’ peoples choice award – took out best in S.A for Pizza/Italian Category.

• Frequent advertising in local media.

• Obtaining exposure on the program ‘Postcards’ and soon to be seen on Adelaide’s A Current Affair.

• Involvement in regional committees, events and programs promoting business.

• Soon to be visual display of moving pictures advertising all facets of the business on LCD within restaurant.

• Soon to be merchandise range available to patrons encompassing the fact of best pizza in Australia 2009.

What are some things you have tried that did NOT work?
We tried to incorporate an expensive wine list as part of our dine in service. Being a family orientated restaurant, this did not work. The wine list now consists of quality, affordable wines. The best pricing for wines in our shop are those that are under $30 a bottle. We sell approximately 300 cases of wine per year.

What is the best advice you can offer someone who has just got into the pizza business?
Taste, learn, enjoy and have a holiday before you start.

What are some of the changes you have seen in the pizza business in the past year and how have they affected your business?
The global meltdown in 2008/2009 has seen the popularity of up market restaurant dining unfold somewhat with the alternate being the stay home and order take away affect. Resulting in that area of the business increasing.

What is the best idea that you have incorporated into your business?
To test skill and product at competition level and employ someone to market the business.

Anything else you would like to add?
It is imperative that you greet your customers on arrival and thank them on departure, as they are the ones determining the success of your business.