Let's see how this works!

I'm out of the pool and showered and ready to tackle the task at hand, namely, fill you in on the details of my activities of late. Of course, I'm multi-tasking. I'm also doing laundry, which I haven't done in a few weeks. No matter, I have enough clothes to open a small boutique, which I might do if I can't find a way to launch the Italian Market!

Sales were down at Carmella's Casa Italiana last week, after a small bump the previous week. To add insult to injury, productivity is down at Manatee Memorial Hospital cardiac cath lab where I work, so most of my shifts were canceled. I was able to pick up some extra call time, so there is a little reprieve from impending poverty. Heart disease must be well managed in Manatee county...dare I add free extra cheese to all pizzas and pass out free cigarettes to everyone over 21 years of age? Right, that's sick nursing humor...humor me!

I had a chat with Tim to cut back on inventory so we can shut down Carmella's Casa Italiana in four to six weeks. He's busy thinking of a gimmick to keep it going. God bless him! I said, "Fine, you have four to six weeks."

Despite all that, I've been busy. I sent the letter to Filippo, as planned. Unfortunately, I'm pretty sure he left for his trip to Italy before the letter arrived and he had a chance to read it. I hope whomever is in charge of his mail sets it aside for his return. In the letter I outlined what I expect from Filippo as a landlord, and what I would do as a tenant. There is a big gap in our expectations as outlined by his requirements that Wednesday when we met. So, it all depends on his willingness to negotiate.

No one is very enthusiastic about the possibility of the success of an Italian market at this Lockwood Ridge location. Let me clarify that, Ralph is. As previously noted, he worked there under the various owners.

Since Filippo is willing to sell or rent that space, it makes me wonder how potentially lucrative Filippo even thinks this area will be. I just don't know. Is it the area? Does one have to be in an elite area to offer quality products at affordable prices. The cost of gas is declining. Are people willing to travel to get what they want? Do people know what they want? Can I just tell them they want to cook with Carmella's jarred sauces served over imported angel hair pasta with tomato and cheese sausage on the side and topped with Reggiano parmigiano while they sip a nice glass of Montepulciano? This followed by a home-made cannoli or a yummy piece of home-made tiramisu covered with bittersweet chocolate. Can I tell them they are hungry? Can I tell them they need to buy all this from Ralph's Italian Market?  Can I tell them they are motivated to drive there? Can I tell them we have the best products and service around?

Back in the day, people flocked to China town in Philadelphia after the bars closed to hang out and eat Chinese food. I was never there; but rumor has it that it was rather sketchy, yet people thought they were dining in the beauty of Las Vegas and went every chance they got. Of course, they were somewhat drunk, and we all know how much better things look after a few drinks. Or so I've heard! Should I get the people drunk? Or perhaps just have weekly wine tastings, preferably on Fridays?!

So, is it location, location, location, or not? In deference to it is all about location, Ralph and I looked for rental space on University Parkway, Lakewood Ranch, and in the Target shopping center where a new mall is being built. There is no rental space available that meets the requirements of operating an Italian market. And no, I don't have the financial capability of creating and remodeling a space to suit our needs.

Basically, I have to wait and see Filippo's reaction to my letter. If he meets my demands, I have to make a decision....

Other than all this, I saved a kitten from being dropped off in a strange land. I kept her over night and then gave her to my friend. My purple African violet has beautiful buds on it and is getting ready to bloom. I've fertilized my lawn throughout the summer and it still looks brown. I bought new and smaller luggage for my Pennsylvania trip so that I can avoid the $40.00 round trip checked baggage fee. Of course, this smaller luggage that can be stowed in an overhead compartment cost me 5.5 times that fee, but I figure that I'll just travel six more times and then I will have earned my money back! See how that works?

So, let's see how all this works!

Where have you been?

Well, no, I'm not asking that about you. I'm hoping you are asking that about me! I've been busy, and there's much to tell; however, the sun is peeking out after 8 days of clouds. So I put on my sunscreen, donned my hat and bathing suit, grabbed a book and raft, and I'm headed to the pool. I'll be back later to bring you up to speed on the latest developments. See you then, so check back!

It Went Something Like This...

My sister, Donna, said, "The Wendy's guy said, 'If you build it, they will come'." Susan (you remember Be Sue from Conshohocken?) said, "No, I think that came from the movie 'Field of Dreams'." My other sister, Deborah, just shouted, "BUILD IT AND THEY WILL COME!" All I remember is my Aunt Nonnie saying, "If you build a better mousetrap, the world will beat a path to your door."

On that note, Ralph and I met with Filippo yesterday afternoon, as planned. What a great space! I can really envision Ralph's Italian Market in the style of a 'Mini Mazzaro's'! There are three or four display cases, lots of shelves, an oven, wine racks, booths, chairs, and some other things. Marvelous high ceilings with ceiling fans and really great hanging light fixtures. Very spacious walk-in and freezer.

Just picture the warm display case filled with specialty pizzas, calzones, and stromboli. The cold display case filled with sausages, prosciutto, wheels of parmigiano cheese, and other fresh meats and cheeses. There will be tiramisu, cannoli, espresso. The wine rack will be stocked with the best wine you can imagine. The beer cooler will have several imported beers, not just Peroni! Then there will be shelves of specialty pastas, oils, vinegar, olives, and our sauces. Everything will have it's own area. Products will be easy to locate, but you will definitely be distracted and tempted as you move from one place to another.

Filippo was optimistic. He joyfully showed us around and explained how he had the same vision years ago that I have now when he bought the market from Joe when the place was known as The Meat Cleaver. Subsequent owners had their own visions. Little by little it became more of a sandwich shop/pizzeria than an Italian market.

So, I hope to change all that. I hope to attract all the foodies from everywhere! In the meantime, I'm formulating in my head the letter I will write to Filippo. That's the step that's going to make or break this plan. He and I need  to come to an agreement on terms of rent and such. Utilities don't sound high. Just have to get everything else into an affordable range. He leaves for Italy next week, so the letter should be in the mail by Saturday. Wish me luck!

Tripping Out!

Yesterday Ralph and I took a day trip in search of Italian Markets. We never found the one that Bruce said was next to Publix in Lakewood Ranch. Mind you, Lakewood Ranch has TWO Publix stores! How convenient for them...and how convenient for me that there is no Italian market next to either one. I will have to ask Bruce more about this.

We did, however, find Mazzaro's in St. Pete. OMG! When I die, I want to go to heaven because certainly this is how heaven is going to be, like Mazzaro's Italian Market...and likewise Ralph's Italian Market. When we arrived, two women were sitting outside under the overhang enjoying a cup of espresso. Inside, to the left is the deli case with all the sausages, hams, and other meats. Just beyond that was a cooler with imported beers. The wine and cheese room, really chilled to a cool temperature, is to the right. OK, I won't describe the whole lay-out. Let if suffice to say that Ralph and I were suitably impressed and we definitely have a model for our business. The staff was helpful and pleasant...and there was a lot of staff. Talk about job security in a weak economy. After all, people have to eat, and apparently they are cooking at home. Which I guess I will be also doing, since the restaurant days are numbered. I get a lot of my food from Carmella's Casa Italiana. Hmmmmm, there's hope! Ralph can still cook for me, but at our Italian Market!


We bought two packages of chili pasta; tomato, cheese and garlic sausage; half pound Parmigiano Reggiano; and a loaf of Asiago and chive bread. I already had a jar of marinara sauce in the freezer that Ralph made about two weeks ago.

Ralph and I cooked the most fabulous and simple dinner last night with what we bought. What can I say? We had a true Italian feast! I wish you were there.  Later, I wished we had bought dessert. Mazzaro's has the most delightful desserts displayed. I'm sitting here getting fat as I think about it!

At the end of the night, Filippo returned my call. I was so happy I didn't have to go to sleep with the unfinished business of arranging our meeting. We spoke and I told him about our trip to Mazzaro's and how thrilled I was with the whole operation. He shared that Mazzaro's was his vision for the Italian Market when he bought that building at 3700 Lockwood Ridge Road. I told him it's also my vision...how weird is that? Apparently, when he rented the space to the subsequent business owners that I mentioned yesterday, they did not share his vision.

So Filippo and I meet today at 12:30. If things go the way I plan, the Italian Market plan will come full circle.

Be Sue to Read It!

A friend, Susan, who lives in my home-town of Conshohocken, PA, posted something on Facebook about we need to get over it if we are still blaming our parents for our lot in life. Of course, my sisters, Deborah and Donna, had to comment. I'm equally as guilty, because I posted that I blame my parents for me being a workaholic who also wants to be a business owner. And that segues into my thoughts for today!

When I'm not working in or on the restaurant or on my latest idea of Ralph's Italian Market, I work in the cardiac cath lab at Manatee Memorial Hospital. I got some good hours in yesterday because I was on-call. Today, not so much. It's still a good day because I treated myself to coffee at home and now I have time to pursue my Italian Market idea.

Last night Deborah mentioned to some customers that we would be evolving into an Italian market. Deborah assessed the news was not well received, so we are scrapping the plan to tell our customers. I'm thinking the people who routinely eat out are not interested in cooking and eating in. Makes sense. So, we will be appealing to a new and different customer profile.

And speaking of customer profiles, we had a VIP Program in place that was managed by Pat Griswald & Co. When I canceled the service, they took my on-line customer data base. Now, that just doesn't seem reasonable. They were hard to deal with in the end, so I elected not to make a stink about it. In any event, if you ever get a business and decide to implement a VIP Program, don't use this company.

Moving right along, as I envision the Italian market, it occurs to me that my current space isn't going to be large enough. Bruce, a guy I used to date 10 years ago, mentioned this right off the bat when I told him my plan. Ralph and Deborah agree, so today I'll be looking for new rental space. I'm going to speak with Filippo, of Fillippo's  Italian Restaurant and Pizzeria, because he is offering rental space on Lockwood Ridge Road, where former Italian markets were situated: Filippo's Italian Market, Franceso's Italian Market, and Miccio's Italian Market.

I'm sure you're thinking that if the Italian Market business is so successful, why aren't those Italian markets still there. And that is a really good question. So, while I do my research, I will delve into it and keep you posted. Be sure to stay tuned, and as always, take care!

Things Happen Over Finnish Pancakes!

Yesterday, I made Finnish Pancakes for Ralph and me for breakfast. I serve them with honey and whipped cream. With the first bite every week, we say, "OMG, this is the best it ever tasted!" Anyway, over breakfast and for the rest of the day, Ralph and I brainstormed about the Italian Market idea.

Ralph is going to call his former employer, James, about equipment and pick his brain for ideas. Ralph is convinced the home-made bread is going to really be a hit. He said that when James' market closed, the customers would ask, "Where am I going to get my bread now? Where are you going to work, Ralph?" These are all good signs.

Sometime this week Ralph and I are going to visit Italian Markets to get additional ideas. There's one in Lakewood Ranch, and then there's Mazzaro's, which is north.

We're making lists of things to do and what we are going to sell. Some things are easy to decide, like canning all our sauces: i.e marinara, meat, Alfredo, a la vodka, and aurora. Then we make our own tiramisu and cannoli cream. Friends suggested making espresso and serving it. Customers could stop in for a quick cup of espresso and enjoy a freshly created cannoli! So, that means we will still have counter seats, but all the tables are going to go. We'll have specialty wines, pastas, cheeses, and meats.

I'll probably need a different beer and wine license and maybe even a different food license. I'll get started on those issues later this week.

Things are moving along in a forward direction! Stay tuned. There's lots more to follow!

Digging In!

I started this blog to chronicle the events as I scrap my failing Italian restaurant and reinvent it as an Italian Market. I keep telling myself that things happen for a reason. I also keep telling myself that I've never been a failure, so why start now. I'm tenacious and creative. Does this mean the restaurant failed so I could dig deeper and come up with better ideas? I hope so! Stay with me. I think you'll like what you see...and read!