Pizza Pizza rolls out gluten-free pizza

By Mike Deibert

TORONTO-After completing what it says was a successful test of a gluten-free pizza crust in 50 Greater Toronto Area restaurants, Pizza Pizza started rolling it out to all of its traditional restaurants in Ontario and Quebec earlier this month.

The pilot results exceeded our expectations," said Pizza Pizza's chief marketing officer, Pat Finelli, in a release. He added, "The reaction we received from market testing was extremely positive, especially from those with celiac disease."

The restaurant chain has instituted procedures and controls to ensure there is no cross-contamination of gluten free crusts which are made from a rice and potato-based flour.

Restaurants have received specific utensils for the new type of pizza, and all franchisees have received an updated training guide containing product information and educational material about celiac disease, as well cooking and sanitizing procedures.

About one in 133 Canadians suffer from celiac disease, according to Health Canada and the Canadian Celiac Association. It causes intolerance to gluten, which is found in flours made from grains such as wheat, barley and rye.

Those afflicted with gluten intolerance have allergic reactions, including chronic diarrhea, weight loss, fatigue, anemia, cramping and bloating.

Gluten is not restricted to flour. It is found in a wide variety of prepared foods, including soup, salad dressing, soya sauce and different spices and seasonings.

Most of Pizza Pizza's toppings are gluten-free. The ones containing gluten are listed on the chain's website www.pizzapizza.ca.

Pizza Pizza is billing itself as the first large fast food operator to offer gluten free products.

Finelli said in April that in one week the company sold 2,100 gluten free pizzas with no advertising.

A Toronto Star story noted that gluten-free products are appearing in stores, bakeries and cafés throughout the GTA. Smaller operators have been offering gluten-free pizza and pasta for some time.

A 2006 article on the website of Pizza Marketing Magazine Canada highlights Roberto's Pizza in St. Catharines. Owner Roberto Vergalito told PMQ that with just word-of-mouth, he was selling 35 to 40 gluten-free pizzas a week.

Findings of a study of more than 2,700 respondents in 35 countries were released last month. Consumers with celiac disease and other conditions causing food allergies, and businesses that serve them, were polled.

Funded by the health consulting firm AllergyFree Passport and its affiliate GlutenFree passport, the study found that people were limiting their dining out and travelling because of health concerns, including worry about the safety of their meals and lack of knowledgeable hospitality personnel.

"While gluten and allergen-free guests represent a profitable and loyal customer base, businesses are missing opportunities to capture this valuable market," says a release from AllergyFree Passport.

The report from the study and an executive summary can be found at www.allergyfreepassport.com.

The company says its website www.glutenfreeonthego.com has the world's largest directory of gluten-free establishments.

The website glutenfreeontario.com lists restaurants and bakeries catering to people with celiac disease.