Carmella's Casa Italiana

Last posting on this blog...I think

2011-07-10T10:17:00.000-07:00

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.

So it's Tuesday and it feels like Monday!

2011-07-05T18:03:00.000-07:00

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!

Oh God, was I really gone this long?

2011-07-04T21:37:00.000-07:00

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!

Let's see how this works!

2010-09-06T15:27:00.000-07:00

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?

2010-09-06T10:30:00.000-07:00

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...

2010-08-26T18:59:00.000-07:00

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!

2010-08-25T07:58:00.000-07:00

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!

2010-08-24T08:59:00.000-07:00

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!

2010-08-23T05:35:00.000-07:00

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!

2010-08-22T12:01:00.000-07:00

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!