While not all signatures achieve fame that is as enduring as "John Hancock," most offer opportunity for creativity and differentiation. Similarly, a pizzeria can set itself apart through its design-your-own-pizza menu, as well as specific combinations.

By Liz Hertz, Marketing Director, Burke Corporation (Villa Frizzoni BRAND pizza toppings)

Signature inspiration may start with calligraphy or culinary training. However, for menu innovation, the process should begin with the voice of the consumer. Recently released by Technomic, Inc., The Pizza Consumer Trend Report offers information on two trends that provide creative direction premium ingredients and chef-inspired theme pizzas.

To transform a design-your-own-pizza menu from basic to signature status, today's operator might add "premium" ingredients, starting with new meat options. In the Technomic study, many respondents indicated interest in more premium perceived options; such as better-for-you, all-natural, locally sourced, spicy or extremely spicy.

A few well-selected meats can provide the foundation for a "signature class" ingredient list that allows customers to design premium pizza combinations. Start with the sausage-the addition of a chorizo, andouille or super spicy Italian exponentially expands the customer's pizza options. For better-for- you alternatives, add chicken and beef strips, both work well with a variety of non-traditional sauces, cheeses and nonprotein toppings. Many ingredients can also be sourced as "all natural". Even though the majority of pizzeria customers order from the design-your-own menu, many choose chef-inspired pizza offerings. To guide the creative process, consider the following:

What themes might work with your market? Regional events or landmarks, local food specialties, all-natural or farmers' market products?
What ingredient combinations are already popular?
What specialty ingredients are already on our menu?
What specialty pizzas have been successful elsewhere?

For example, Kansas City BBQ Beef, Philly Cheesesteak, Beef & Blue, Buffalo Chicken, South-of-the-Border with Chorizo. After brainstorming, creating, testing and tasting; finish the process by adding your new signature to the menu!