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Recipe Of Pizzas Biography

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Pizza Hut is going for less flash and more flavor.

The Yum Brands chain has built a reputation for attention-grabbing pie plays from the stuffed-crust pizza to the outlandish P'zone to last year's pizza with 16 cheese pockets. Naturally it was called the Crazy Cheesy Crust pizza.

But now, U.S. CMO Carrie Walsh is leading the chain into a more restrained and tasteful kind of innovation. Think less P'Zone, more garlic parmesan.

Ms. Walsh said Pizza Hut is responding to research that's found that consumers are increasingly seeking food perceived as higher quality and more gourmet with unconventional flavor combinations. The company started in January with its hand-tossed pizza, touted as having a "lighter, airier crust, cheese blended with five Italian flavors and now brushed with garlic-buttery goodness." It even included imperfections to give it an air of authenticity.

Carrie Walsh, U.S. CMO, Pizza Hut

What followed was other more milliennial-friendly flavors, including garlic-parmesan pizzas (a five-cheese and a chicken-bacon-tomato variety) and three barbecue pizzas promoted by country singer and TV personality Blake Shelton. In addition to its standard TV spots using the chain's "Make it Great" tagline, the marketer is stressing digital-ad buys. A few weeks ago, Pizza Hut and Hulu inked a deal that will allow customers to order from within an ad rather than jump to a separate web page. Mobile is another priority. Ms. Walsh said as many as 40% of orders are placed by means other than phone calls. About half the digital orders have been from mobile through the Pizza Hut app. Pizza Hut's lead creative agency is McGarryBowen, and it recently tapped MRY to handle social-media strategy. It also works with Omnicom's TracyLocke on digital strategy and design and Publicis Groupe's Optimedia on media.

At close to six months on the job -- she was previously VP-marketing at the chain -- Ms. Walsh said she's barely gotten started. And, in fact, it seems as if it will take awhile for the strategy to gain traction. In the first quarter this year, the chain's U.S. same-store sales were down 5%, though analysts have said both new menu items and an increased focus on digital should help lift traffic. But Ms. Walsh plans to play to the brand's strengths. "It's about building on what has made this brand successful," she said. "It's an innovator, it's pop culture. And it's now putting our consumers at the A pizza's crust can be made using almost any dough or bread recipe. White flour is commonly used for a soft crust that won't crumble, which is usually considered desirable. Whole wheat flour can be used to make a firmer crust. Cake flour can be useful if a crumbly crust is desired. Other common ingredients in crusts include Olive oil (usually extra virgin), active dry yeast, sugar, and salt. Less often crusts will include ingredients like malt-syrup, vital wheat gluten, and various dough activators to help the yeast ferment and the crust to brown while baking. What type of crust to use is matter of taste.

There are several types of pizza crust that are constructed differently and have (sometimes) wildly different textures, though the taste remains fairly consistent. The most common styles are Neapolitan, thin, New York-style, deep dish, Sicilian, and pan pizza crust.

There are many different techniques for preparing dough, most largely dependent on the type of crust you've decided to make. Because pizza crusts almost always contain yeast they must be allowed to rise at least once, though some recipes recommend improving the flavor and texture of the dough by allowing the crust to rise 2 separate times. Higher quality recipes also often recommend that you deflate the dough after the first rise and refrigerate it overnight to help improve its flavor and texture. Depending on the recipe dough docking or pre-baking might be necessary as well.

thin-crust pizza without precooking the crustThe True Neapolitan Pizza

During our trip to Italy, we visited one of the oldest pizzerias in Naples, Sorbillo, where people queue around the block to sample their classic pizza margherita.

The origins of the word ‘pizza’ are debatable: it could come from the Latin word pinsa or from the Middle Eastern pita or pitta (both meaning ‘flatbread’). Early pizza consisted of a dough, made into a flatbread, used by bakers to test the oven temperature. Filling and portable, it was a staple of cucina povera, sold in the streets of Naples in the 18th and 19th centuries. It gradually acquired toppings, among them tomatoes, and became a popular snack (although it was reviled by many).

In 1889 a famous Neapolitan pizzamaker, Raffaele Esposito, made a pizza for Queen Margherita, topping it with the colours of the Italian flag, using tomato, basil and mozzarella. The pizza was a hit with the Queen and, after the emigrations of the 1950s and 1960s, the rest of the world! Now Italians consume around 7m pizzas a day.

500g strong plain flour, plus extra for dusting

10g salt

10g fresh yeast

325ml lukewarm water

a few dried breadcrumbs for sprinkling

Topping

300g tinned plum tomatoes

salt and freshly ground black pepper

4 tablespoons extra virgin olive oil, plus extra for drizzling

25g Parmesan, freshly grated

a few basil leaves or some dried oregano

150g mozzarella, roughly chopped

Makes 2 large pizzas

Preheat the oven to 250°C/Gas 9. Put the flour and salt in a large bowl. Dissolve the yeast in the lukewarm water and gradually add to the flour, mixing well until you obtain a dough. If you find the dough too sticky, just add a little more flour. Shape the dough into a ball and leave to rest, covered with a cloth, for 5 minutes. Knead the dough for 8–10 minutes and split it in half. Knead each of the pieces for a couple of minutes and shape into balls. Sprinkle some flour on a clean kitchen cloth and place the dough on it, then cover with a slightly damp cloth. Leave to rise in a warm place for 30 minutes.

Meanwhile, place the tomatoes in a bowl, crush them slightly with a fork, season and mix well. Sprinkle some flour on a clean work surface and spread the dough into a circle about 35–40cm in diameter, making it as thin as a pancake (being careful not to tear it), with the border slightly thicker. Repeat with the other dough ball. Sprinkle a few breadcrumbs on two large baking trays and place the pizza bases on them.

Spread a little of the tomato evenly over each base – not too much, or the pizzas will be soggy. Drizzle with the olive oil, sprinkle over the Parmesan, add a few basil leaves or sprinkle over some oregano and top with pieces of mozzarella cheese. Place in the oven for 7 minutes (a couple of minutes longer if you prefer your pizza crisp). Remove from the oven, drizzle with some more olive oil and consume immediately.

Photograph copyright Chris Terry. Two Greedy Italians by Antonio Carluccio and Gennaro Contaldo is out now in hardback published by Quadrille Publishing. The second book in the series, Eat Italy, is also out now.

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