Why Artisan Could Improve Your Revenue This Autumn

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Artisan style food has been around for centuries, but over the last few years it has penetrated the gastronomic trade and is now frequently used as a marketing method to pull in customers. It simply refers to the process in which a food item is skilfully hand prepared by an expert from fresh, local produce.

Introducing artisan food can be an easy way to attract new customers and garner extra profit. People are becoming more and more health conscious and always seeking out healthier, less processed options, meaning there has never been a better time to offer dishes with superior taste made fresh by hand.

A simple and cheap way to launch artisan in your business is with pizza. The artisan tag will enable you to charge a more premium price, as well as sourcing cheaper produce from local suppliers helping to maximise your profit.

A pizza stone will provide a more authentic artisan finish to your pizza and help to perfect the crust. Remember to always start with a cold oven, never put a cold pizza stone in a pre-heated oven as this can produce thermal shock and cause the stone to crack or shatter. Once placed in the oven with a pizza, the stone will ensure even heat distribution forming the perfect surface to generate flawless results. The moisture absorption guarantees a perfectly light and crisp crust every time.

Try our easy recipe
(Makes 4 10inch pizzas)

The Dough:
625g all purpose flour
1 tablespoon honey
2 teaspoons table salt
1 teaspoon instant yeast
2 tablespoon olive oil
500ml warm water

The Sauce:

800g tomatoes- blanched, skinned and crushed
Handful of fresh basil
1 teaspoon dried oregano
4 cloves of garlic crushed
1 tablespoon red wine vinegar
1 tablespoon lemon juice

Pizza stone
Mixing bowl
Cling film
Pizza peel

1. Combine all ingredients in a planetary mixer with the paddle attachment. Once thoroughly blended put the dough to one side for 5 minutes.

2. Use a dredger to dust your counter top with flour and pick up your dough after it has had a chance to expand. Knead for 5 minutes adding extra four or water if needed. If dough is a bit sticky, a scraper will help to manipulate and knead with ease.

3. Put your dough in a mixing bowl and cover with cling film or a damp cloth. Leave at room temperature for a few hours until the size has doubled. In the meantime this is a good time to create your sauce.

4. Mix everything together in a saucepan over a low heat for a few minutes then set aside to cool. Place your pizza stone in the oven and preheat to 400°c.

5. Check on your dough and if it has doubled in size, remove from the bowl and use your scraper to cut into 4 identical portions.

6. Construct your pizzas with desired toppings and place on a peel. Open the oven and slide the pizza onto the stone using the peel. Bake for 5 minutes at a time and check until crust is gold and crispy.

The Perfect Crust
Crust is one of the most vital elements to a pizza and customers can often be very pernickety about how they like it, here are some tips on how to achieve two popular styles to add to your menu.
• Thin and Crispy Use only one tablespoon of oil and swap 125g of plain flour for strong bread flour. Stretch the dough thin and bake as close to the heat source as possible without burning.
• Thick and Chewy - Substitute 250ml of water for milk and add an extra tablespoon of oil. Also add an extra tablespoon of honey and another half a teaspoon of yeast. Ensure you don’t roll the dough to thin and bake it up a shelf so that it can cook for longer without burning.


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