How Dante’s Pizza is bucking the recent restaurant liquidation trend
Pictured above: Enis Baçova (left) and Kevin Morris.
New Zealand’s hospitality industry has faced a challenging few years, with COVID-19 restrictions, an economic downturn, and rising operational costs creating a perfect storm. Yet some businesses, like Dante’s Pizza, have thrived by embracing change and innovation.
Ranked sixth in Asia-Pacific and 46th globally on the prestigious 50 Top Pizza Guide for 2024, Dante’s Pizza is a standout in a crowded market. What began in 2003 as a modest takeaway pizzeria in West Auckland has become a force in the local market, earning accolades for its exceptional Neapolitan pizza.
Bucking the trend of a number of recent and high-profile restaurant closures – due to the strain the current economic climate is putting on operation costs – NZBusiness sat down with Chef turned Owner Enis Baçova to talk about the strategies he’s implemented to help position Dante’s as an example of resilience and growth in an industry notorious for tight margins.
No piece of pie
Enis says that his path to success at Dante’s is as much about personal transformation as it is about professional innovation.
In 2010, following a severe motorcycle accident in Albania, Enis returned to New Zealand to recover. Prior to the accident, he had worked in restaurants across the world, including Buona Sera its own Australia’s Gold Coast, and had gained experience at Auckland’s Prego in the early 2000s.
During his recovery, Enis pursued an MBA at the Auckland University of Technology, where he specialised in supply chain management. It was during this time that he developed RIPPR, an innovative data analysis tool designed to help restaurants predict customer demand and optimise revenue. The software helps operators forecast trends, create targeted promotions, and ultimately increase customer retention.
This experience proved invaluable when Enis joined Dante’s in early 2013. Starting as a waiter, he quickly introduced his customer analytics tool, driving a staggering 470 percent increase in revenue within just three months. His innovation didn’t stop there. Enis overhauled the payment process, allowing customers to settle their bills at the end of their meals, which facilitated upselling and cross-selling. He also transformed the front-of-house experience, creating a more personalised and engaging atmosphere.
Later in 2013, Enis became co-owner of Dante’s, bringing his blend of business acumen and culinary insight to the brand.
View this post on Instagram
A slice of history
Dante’s Pizza was founded in 2003 by Kevin Morris, who drew inspiration from the traditional Italian recipes of his mother and grandfather Dante. Starting as a humble takeaway shop in Kumeu, the pizzeria quickly earned a reputation for its authentic Neapolitan pizzas, winning Metro magazine’s Best Pizza Award four times between 2008 and 2011.
When Enis joined in 2013, the company was poised for expansion. Under his leadership, Dante’s opened multiple locations and gained wider recognition, both locally and internationally. In 2020, however, the pandemic presented a critical juncture. As many businesses faltered, Enis used the crisis as an opportunity to refine Dante’s operations.
“The pandemic forced us to reassess everything,” Enis recalls. “It showed us the importance of consolidating our core operations and focusing on what we do best.”
Dante’s closed two locations during this time and restructured its operations to focus on three key sites: Ponsonby, Takapuna, and Mission Bay. This strategy allowed them to maintain operational efficiency while continuing to dominate Auckland’s dining scene. But Enis knew the key to long-term success was not just consolidation – it was innovation.
Innovation in every bite
One of Enis’s key innovations was addressing a common complaint about Neapolitan pizza: sogginess. Through months of experimentation, he developed a new pizza style – Pizza Napoletana Contemporanea – which featured a lighter, crispier crust. This was made possible by refining fermentation techniques and using highly hydrated dough, a process that redefined the Neapolitan pizza experience.
“It was about solving real pain points for our customers while staying true to our roots,” Enis says.
The result was not only an increase in customer satisfaction but also global recognition. Enis was invited to compete in Naples, Italy, he gained the third and second place competing in 2023 and 2024 at Caputo Cup further solidifying Dante’s reputation as a world-class pizzeria.
Enis’s approach to competition is rooted in collaboration. “Rising tides lift all boats,” he says.
By encouraging competition to adopt premium ingredients and fostering a culture of quality, he aims to elevate the entire New Zealand pizza market.
“If the overall market improves, so do customer expectations. That pushes us to stay ahead and positions New Zealand as a destination for top-tier pizza,” he adds.
On the current economic climate and how it’s impacting the hospitality sector, Enis says that he envisioned the inflation and recession waves long ago.
His recipe for success in these tough times is simple.
Ingredients
“You love what you do.
“You aim to deliver value.
“You don’t cut corners.
“There are no short cuts.
“Excel in your craft.
“Leverage on the fact that you are not Italian by making top Italian artisans feel proud that someone not Italian has fallen in love with the art of pizza.
“Be humble.
“Be sponge.
“Buy from the best.
“Deliver.”
Method
“Charge high. Deliver exceptional value, always. Be cocky do not agree to change the product with ‘instead’. “Be strong to accept niche not volume. Target correctly on social media.
“Now, once you’ve done the prep, say in five to six years’ time, and once you understand that price filters the market, you price on perceived value not on cost of production nor based on competition. You get noticed, promoted awarded and you become the best known.”
He says that when the tough times come, customers who are not price sensitive will continue to purchase because their asset price goes higher with every recession and inflation.
“In the end, it’s all about value.”
Global expansion on the horizon
As Dante’s continues to thrive in New Zealand, Enis is looking outward.
His international recognition has enabled him to secure partnerships with some of Italy’s finest suppliers, bringing world-class ingredients to New Zealand and setting new standards for the industry.
View this post on Instagram
For Enis, the ultimate goal is clear: “New Zealand is a small market, but our standards and quality are world-class. I want to see Dante’s in major cities around the world.”
Enis says that Dante’s success provides valuable lessons for the wider hospitality industry:
- Strategic consolidation:Focus on core operations during challenging times to build long-term stability.
- Relentless innovation:Keep refining products to exceed customer expectations and remain competitive.
- Collaborative growth: Work with competitors to raise the industry standard.
- Perceived value: Prioritise quality and customer experience over price competition to foster lasting loyalty.
As Enis puts it: “Hospitality isn’t just about serving food. It’s about creating memories.”
And for Dante’s Pizza, those memories are soon-to-be served on a global scale.
Other Articles
Redefining adventure travel with Viva Expeditions
