I often have the good fortune to speak of extra virgin olive oil to pizza chefs from all over Europe. I am lucky because the pizza chefs I meet perfectly understand that the yeast is as important as the tomato and the extra virgin olive oil as a "good" pizza can be made only if all the ingredients are "good".
Taking a step forward, we often think together about how to give extra value to extra virgin olive oil and how to get more remuneration at the same time: after all - it must not be forgotten - you work for passion and pleasure, but also for an adequate profit. Let's see together some examples (of course fancy) that could help in the enhancement of the final product and especially of the oil.
Let's start from the menu. "Margherita: mozzarella, tomato, basil, oil". Without prejudice to the obligation to indicate the ingredients, we all know more or less what a Margherita is.
Why not stimulate the customer's attention by describing the flavor of extra virgin olive oil, its consistency, its origin? "Margherita: mozzarella, tomato, basil, Frantoio monocultivar extra virgin olive oil, which smells of field herbs and has the flavor of artichoke". At the bottom of the menu is the name of the producer and the origin.
Once ready, it is brought to the table and the waiter in front of the customer pours the oil from the bottle directly on the hot pizza which immediately detonates the perfumes and amazes the diners.
The customer reads the menu, sees the bottle, is impressed by the perfume and when he arrives at the checkout to pay if he finds the same bottle of oil in a smaller package and sold at an important price (in this way he realizes the value put on the pizza and fully justifies the cost, if needed) buys it, because at home it wants to try to recreate the same emotion experienced in a pizzeria.
And when he returns - because he will certainly return - he will look for other combinations with other oils or with food.
In the appetizer menu instead of "Caprese: buffalo mozzarella, fresh tomatoes and basil" will read "Caprese: buffalo mozzarella with monocultivar extra virgin Tonda Iblea, which has the scent of tomato leaves, marjoram, aromatic herbs". When the sliced mozzarella arrives, the waiter pours the oil ... And at the checkout another bottle is sold: what a great thing to offer friends a Caprese without tomatoes!
And all this, how much does it cost? Assuming an extra virgin olive oil that costs the restaurateur € 18,00 per liter (to give a number): 6 to 8 grams are poured on the pizza and 10 to 14 grams of oil on the caprese.
With two counts on pizza there will be from 11 to 14 cents (cents!) Of euro and on caprese from 18 to 25 cents. (If you buy a less expensive oil, of course, everything will be reduced).
And the rocket? An herb that is often used on pizza, also very popular with the oriental market because of its particular bitterness. "Pizza with Coratina monocultivar extra virgin olive oil that has the slightly bitter taste of fresh arugula in the mouth" ... And examples could be made of it.
What matters to me is to try here to tell a way of thinking about the pizza product and the extra virgin product. The customer enters the restaurant, sits down and is already stimulated from the menu in three ways: the description of a flavor, the description of a source, the perception of a "consistent product" and not just a simple condiment.
Then there is the gestural / emphatic aspect: the waiter who pours the extra virgin, followed by the sensorial one, where the first aromas and the flavors / aromas after excite the customer by fixing in his mind an unusual way of approaching pizza, the caprese, ... And at the same time it allows an increase in the sale price which can oscillate from 20% to 50%.
And finally the emulative aspect: at the checkout a 250 cc bottle sold at least twice its cost makes the consumer pleasantly surprised by the fact that a high-end product is used in that place and at the same time stimulates him to purchase, in order to repeat the "game" at home ...
Good pizza at all!