August 22, 2010

Our Italian restaurant, Carmella's Casa Italiana, has great food and service, but is failing miserably due to soft sales in a weak economy. I'm Carrie, the owner, and I work with my son, Ralph, who is a cook, and my sister, Deborah, who is the main server. Tim, a friend, is the other cook.

We tried offering breakfast about a year ago, but that didn't work. OMG! We had the best breakfast pizza!

Then, we started making our own bread and have since revamped all the sauce and dough recipes. Everything was already outstanding, but there is no pick-up in sales.

So, I decided to either sell the business or just close the doors and walk away. I tried advertising it as an asset only sale. I also advertised it with an additional fee for including the intangibles. The intangibles would be the recipes, website, customer data base, etc. Couldn't find any serious buyers.

We started telling our customers we were leaving. They begged us to stay on a little longer. Didn't seem like an option because it always felt like I was throwing good money after bad. Plus I was advised by brokers-in-the-know to get out if I couldn't triple the sales. That tripling of sales seemed awfully far-fetched......So guess we are leaving.

I encouraged my staff and other family members to come up with ideas to reinvent the business. Afterall, these are hard-workers and dedicated workers, and really, nobody wants to lose a job, especially since there are so few jobs. Ideas slowly trickled in.

Then last night it came to me! Why not phase out the restaurant part of the business, apply for different licensing, and then reinvent ourselves as an Italian Market. Ralph's Italian Market. Ralph's Italian Market at Carmella's Casa Italiana.

So, that's where we are now. Ralph is enthusiastic. Deborah is cautiously optimistic. I am ecstatic. Later this week Ralph and I are going out to visit Italian markets in Clearwater and Lakewood Ranch. Apparently, there are no Italian markets in Bradenton. We hope to capture the north Sarasota and north and west Bradenton individuals who like to buy and cook quality food/products at affordable prices. Of course, as our reputation expands, we want to capture everyone.

I'll keep you posted! Stay tuned as we move on to our next adventure, at the same location:

5408 26th Street West
Bradenton, Florida 34207.

Sunday, July 10, 2011

Last posting on this blog...I think

Go ahead and cut back on dining out if you need to, but don't cut it out of your budget altogether. Restaurants need your dollars, especially small family-owned restaurants. And since the cutbacks, we've discovered it's makes sense to close on Sundays during the summer. It wasn't like that in late 2007 and early 2008....but that was then and this is now.
We've done lots to weather the current economy. We've streamlined the menu, cut back on restaurant and employee hours, increased our learning about social media marketing, passed out flyers, encouraged our vendors to provide best and competitive prices, changed from Verizon to Brighthouse for our phones and internet because the service and prices are better, discovered other providers with better prices for sometimes better services, etc. Despite all that, you can rest assured that we still use quality ingredients in all our sauces and dishes and we continue to provide you with the best in customer service. Also, we make our own garlic bread and rolls. We used to use three different bakeries for our bread and rolls.
I recently did the unthinkable. I paid close to $500.00 to have my plasma TV repaired. I know, for another $1000.00 I could have purchased a new LCD-LED TV. During the course of conversation with the in-home TV repair tech, it turns out he is the son of the owner and that the TV repair place is a small struggling family business. You know what? I know the small struggling family business woes and I no longer feel bad about this expenditure. The work is under warranty for 90 days. 10 capacitors were blown, and if within the next 90 days, ANY capacitor blows, it will be repaired free of charge. I feel confident I'll get another 3-4 years out of this TV, plus I helped another business owner. Action Electronics provides in-home TV repair. Their customer service is the best and I highly recommend this repair service. I know we live in a 'throw away society', but next time something breaks, see if it can be salvaged and if you can help a struggling small business owner. So, if you need TV repair, their local number is (941) 926-6350.
Since we are all off from the restaurant today, I'm taking Ralph, Deborah, and Tim out for a bite to eat. I know, it's like a 'busman's holiday'. Anyway, we are going to try the new tiki restaurant/bar that just opened across the river from Manatee Memorial Hospital. One of my colleagues went there last Thursday and recommends it. I'll let you know how it was! I recently took the family to O'Leary's in Sarasota near Marina Jacks. That was loads of fun! The food was good and those pitchers of Shock-top went down really easy!
I was in Pennsylvania for 9 days in May visiting family. Things are the same everywhere, when we were hungry and not in the mood to cook, we sent out for pizza and sandwiches. Now, as the owner of an Italian restaurant, that is a real 'busman's holiday'. Anyway, we from the north who live in the south are arrogant and like to think the pizza and pasta is better in the north. NOT SO! Carmella's Casa Italiana has much better food, and I'm not just saying that because I'm the owner. Weird thing is, my son, Lester, thinks the food from that particular restaurant is outstanding. We actually got in an argument and I had to leave the room. Imagine the surprise he's going to get when he comes to visit and has the opportunity to eat at my restaurant. Of course, he'll never be happy again with the food from that restaurant, but that's the price he has to pay for living in Pennsylvania! *LOL* Plus, perhaps he'll come to visit more often after he tastes some really good food. (His wife, Ani, is an outsatnding cook. We are not including her cooking in this comparison.)
Well, that's it for now. Off for a 15 mile bike ride, then it will be time to get ready for the tiki bar experience. I'll keep you posted.

Tuesday, July 5, 2011

So it's Tuesday and it feels like Monday!

I changed the design. Not sure if I'll keep it this way, but my sister, Donna, couldn't read the blog in the other design. People need to be able to read the blog! So for now, this is how it looks! Oh, I like the green......the color of money.....why can't the whole page be green?!?!?

Carmella's is closed this week until 11:00 am on Friday, when we open for lunch. Historically, except for last year, this is the week we close. During this week, we wrap up loose ends, brain storm, review the past year, prepare for the coming year, and organize our big party, which this year, makes it our '4th Year Anniversary Party!'  The celebration will be July 29th. Clear your calendar, pen us in, do whatever you have to do, and join us for an evening of fun and games....and food! Last year's party was a blast! Deborah is the party planner and she typically outdoes herself.

Our website http://casa-italiana.info/ is gaining in popularity by leaps and bounds. Last month the website had more hits than it did during any month during season. We are all really excited. I'm largely responsible for keeping it updated, with lots of guidance from Deb. She's faithful in letting me know what needs to be changed, tweaked, or deleted. Go check it out for yourself. Also, we're getting many new customers who search for Italian restaurants on their GPS. Yes, we come up. Try it, you'll see what I mean.

I'm working full time in the cath lab at Manatee Memorial Hospital. The research says someone suffers a heart attack every 34 seconds, so this is a good place to work. When you're laying in bed and you feel that 'elephant on your chest', don't take a Tums, take an aspirin and call 911. Remember, you heard it here! That being said, if I'm not 100% on my game, please remember, I'm multi-tasking!

I took a 14.3 miles bike ride today after work. Biking is my new passion. It was 88 degrees out, and the shower is calling me. That means it's now time for me to call this a wrap. Plus, it's Tuesday and for awhile it felt like Monday, but now it feels like Wednesday, so I must go! See you tomorrow. Love ya!
Take care and remember, we're depending on your positive word of mouth!

Monday, July 4, 2011

Oh God, was I really gone this long?

Well, I'm back! Please accept my apologies for my absence. Some of you were updated in person...and others were left flapping in the breeze. I'm sorry....and now I'll bring all of you up to speed.

Last time we met, I was waiting to hear from Filippo regarding the letter I sent. Long story short, Filippo returned from his trip to Italy and never responded to my letter, so I called him. He was very curt and abrupt regarding his disinterest in my negotiations. My bone of contention was the high rent he wanted to charge in an area that had not proved prosperous and his requirement that I buy the equipment. I felt the use of the equipment should be included in that high rent! Whatever, it wasn't meant to be. Really, what do I know about establishing an Italian market?

I like to think things happen for the best. So, we are still an Italian Restaurant and Pizzeria located at 5408 26th Street West, Bradenton, Florida. Http://casa-italiana.info.

After four years, I'm just now getting my sea legs regarding operating a restaurant. I like to think I haven't made the same mistakes twice. And my people are generally amenable to my suggestions and implementations. On the topic of 'my people,' Ralph makes the best dough, sauce, cannoli cream, and tira misu imaginable. Tim excels at preparing our homemade meatballs and lasagna. Deborah shines with the customers and has a high tolerance and understanding for the psychos. You know how it is? Every business attracts a certain number of psychos.

Hope that's not an irreverent note to end on today...and more's coming tomorrow, so I'll see you then!