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INSIDE DISH: Pizzeria novices hit their stride, watch sales rise

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Inside Dish

Welcome back to IBJ’s video feature “Inside Dish: The Business of Running Restaurants.”

Our subject this week is Brozinni Pizzeria, a Greenwood pie joint patterned after pizzerias in New York. Co-owner James Cross is the connection to the Empire State, having grown up in Binghamton, N.Y., and made friends with several pizzeria owners. His partner, Indianapolis native Paul Zoellner, brings the nuts-and-bolts restaurant experience, having worked in several independent and national chain eateries before becoming a co-owner in Shallo’s Antique Restaurant & Brewhaus in Greenwood.



Cross owned a small trucking firm, Crossroads Auto Transport LLC, for about 11 years before deciding to liquidate in 2007. “The price of fuel was getting really high, so I decided it was time for me to get out of it,” 40-year-old Cross said. “The transition worked out great. I sold my last truck and trailer, and about a month later we ended up getting this spot [for Brozinni] and started building it out.”

The partners had met while Cross dated Zoellner’s sister Tracy. They manufactured the moniker "Brozinni," taking their nickname for each other, “bro,” and adding a typical Italian suffix.

Startup costs for the restaurant ran between $150,000 and $160,000, handled primarily by Cross. He shuffled over the proceeds from selling Crossroads’ assets, as well as an $80,000 commercial bank loan he had secured for the trucking business, which he continued to operate for a year by helping coordinate moves through other carriers.

“Probably the scariest thing was the food,” said Zoellner, 37. “We got everything built out, and it was a week from opening, and we were like, ‘Let’s get in the kitchen.”

Neither Cross nor Zoellner had any experience in slinging pizzas, so Cross make a pilgrimage to New York for tutelage from his restaurateur friends.

“I went back and worked with two of my buddies at two different pizza shops learning how to make dough,” Cross said. “I wrote everything down. And a few guys were like, “You have to use these kinds of tomatoes, and this is the cheese you want to use.’ I came back and we started messing around.”

Cross and Zoellner designed several pizzas with New York themes, such as the “Canal Street,” “Broadway” and “Brooklyn-Queens Expressway” (essentially, chicken ranch). The staple of Brozinni's lunch business—and prime connection to the New York pizza tradition—is the oversized slice patrons can buy a la carte. But a full menu of Italian comfort food is also available, and gets more attention in the evenings.

With a couple of major medical facilities and several office parks within a five-minute drive, business in the strip-mall location was brisk from the beginning, the partners said. In fall 2009, they added a take-out and delivery annex in a small storefront a couple of doors down, requiring an investment of about $40,000. In November 2010, they expanded the main restaurant into a contiguous space, driving seating from 60 to 150.

Both owners work on site and draw salaries from the business. They also take small distributions from the restaurant’s profits, but have been content to plow most profits back into Brozinni’s growth. After recording about $500,000 in gross sales in 2008, they're expecting well over $1 million in 2011.

"We’re bucking the system, as far as the economy goes,” said Zoellner. “We’ve been so fortunate that we’ve increased the business, but we’ve also taken the risk to increase the business.”

In the video at top, Cross and Zoellner discuss the origins of the pizzeria and how they piloted its growth. They also break down increased costs in their major staples—flour and cheese—which have resulted in minimal increases in menu prices for a handful of items.
 

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Brozinni Pizzeria
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8810 S. Emerson Ave.
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(317) 865-0911
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www.brozinni.net
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Concept: New York-style pizzeria, specializing in oversized slices during the day and a full menu of family-friendly Italian items in the evenings.
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Founded: February 2008
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Owners: James Cross and Paul Zoellner
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Start-up costs: $150,000-$160,000, financed primarily through the sales of assets from Cross' previous business (a trucking firm) and an $80,000 commercial bank loan.
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Gross sales: $500,000 (2008); $750,000 (2009); and $903,000 (2010). Profit margin has typically been 10 to 15 percent, before Cross and Zoellner use income to pay for improvements to the restaurant.
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Employees: 20
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Seating: 150
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Goals: To begin offering Italian sandwiches with marinated and cubed meat (known as "spiedies" in New York) through the pizzeria's delivery and take-out annex during the day, and to keep the annex open more nights a week during football season.
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  • Great Pizza
    Brozinni's is great. The Franklin Central Band hosts 3-4 contests every year. We sell their pizzas at the concession stand and it flies out the door! We had people asking when they come in the door if we are still selling those huge pizza slices. Their 34th Street(white pizza)is the best pie I ever had!
  • Paula
    Brozzini's has wonderful food and great staff. We go every Friday and am hoping everyone goes to see how great their food is.
  • The Wings!
    The best part of Brozinni is the wings and the sad thing is, I don't think that they know how good they are. I used to eat at Buffalo Wings and Rings (a Cincy chain). They had GREAT mild, garlic wings. Just wings coated in Garlic butter. Brozinni's Garlic wings are even better --- as longg as they don't monkey with it. The first batch was awesome as was the second, then they decided that what I wanted was hot sauce tossed with cloves of garlic. Not good.

    They finally said "just ask for plain wings, tossed in the 'Knuckle Butter Sauce'" and those are the bomb! Great place. Great atmosphere.

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  1. Cramer agrees...says don't buy it and sell it if you own it! Their "pay to play" cost is this issue. As long as they charge customers, they never will attain the critical mass needed to be a successful on company...Jim Cramer quote.

  2. My responses to some of the comments would include the following: 1. Our offer which included the forgiveness of debt (this is an immediate forgiveness and is not "spread over many years")represents debt that due to a reduction of interest rates in the economy arguably represents consideration together with the cash component of our offer that exceeds the $2.1 million apparently offered by another party. 2. The previous $2.1 million cash offer that was turned down by the CRC would have netted the CRC substantially less than $2.1 million. As a result even in hindsight the CRC was wise in turning down that offer. 3. With regard to "concerned Carmelite's" discussion of the previous financing Pedcor gave up $16.5 million in City debt in addition to the conveyance of the garage (appraised at $13 million)in exchange for the $22.5 million cash and debt obligations. The local media never discussed the $16.5 million in debt that we gave up which would show that we gave $29.5 million in value for the $23.5 million. 4.Pedcor would have been much happier if Brian was still operating his Deli and only made this offer as we believe that we can redevelop the building into something that will be better for the City and City Center where both Pedcor the citizens of Carmel have a large investment. Bruce Cordingley, President, Pedcor

  3. I've been looking for news on Corner Bakery, too, but there doesn't seem to be any info out there. I prefer them over Panera and Paradise so can't wait to see where they'll be!

  4. WGN actually is two channels: 1. WGN Chicago, seen only in Chicago (and parts of Canada) - this station is one of the flagship CW affiliates. 2. WGN America - a nationwide cable channel that doesn't carry any CW programming, and doesn't have local affiliates. (In addition, as WGN is owned by Tribune, just like WTTV, WTTK, and WXIN, I can't imagine they would do anything to help WISH.) In Indianapolis, CW programming is already seen on WTTV 4 and WTTK 29, and when CBS takes over those stations' main channels, the CW will move to a sub channel, such as 4.2 or 4.3 and 29.2 or 29.3. TBS is only a cable channel these days and does not affiliate with local stations. WISH could move the MyNetwork affiliation from WNDY 23 to WISH 8, but I am beginning to think they may prefer to put together their own lineup of syndicated programming instead. While much of it would be "reruns" from broadcast or cable, that's pretty much what the MyNetwork does these days anyway. So since WISH has the choice, they may want to customize their lineup by choosing programs that they feel will garner better ratings in this market.

  5. The Pedcor debt is from the CRC paying ~$23M for the Pedcor's parking garage at City Center that is apprased at $13M. Why did we pay over the top money for a private businesses parking? What did we get out of it? Pedcor got free parking for their apartment and business tenants. Pedcor now gets another building for free that taxpayers have ~$3M tied up in. This is NOT a win win for taxpayers. It is just a win for Pedcor who contributes heavily to the Friends of Jim Brainard. The campaign reports are on the Hamilton County website. http://www2.hamiltoncounty.in.gov/publicdocs/Campaign%20Finance%20Images/defaultfiles.asp?ARG1=Campaign Finance Images&ARG2=/Brainard, Jim

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