{"id":776,"date":"2022-08-05T21:47:14","date_gmt":"2022-08-06T01:47:14","guid":{"rendered":"https:\/\/nypizzeria.com\/?p=776"},"modified":"2025-01-02T12:55:15","modified_gmt":"2025-01-02T16:55:15","slug":"chef-chat-part-2-anthony-russo-of-russos-new-york-pizzeria","status":"publish","type":"post","link":"https:\/\/nypizzeria.com\/blog\/2022\/08\/05\/chef-chat-part-2-anthony-russo-of-russos-new-york-pizzeria\/","title":{"rendered":"Chef Chat, Part 2: Anthony Russo Of Russo\u2019s New York Pizzeria"},"content":{"rendered":"\n
\"\"<\/figure>\n\n\n\n

One of the things Tony Russo is most proud of is establishing a franchise operation that still manages to provide quality and consistency across all of their stores. That hasn\u2019t been an easy road. Russo started out as many restaurateurs do: in a tiny little eight-seat restaurant preparing his family\u2019s recipes as we learned in part one of our chef chat..<\/a><\/p>\n\n\n\n

The difference between Russo and most restaurant owners, though, is that he developed his concepts and products into something that, with the right training and support, is repeatable by other restaurant owners.<\/p>\n\n\n\n

The effort paid off. Russo\u2019s New York Pizzeria has gone international, with locations as far away as Dubai. In part 2 of our chef chat, we\u2019ll learn about Russo\u2019s strong preferences when it comes to Italian ingredients and how the company has evolved to provide a complete support system to franchisees.<\/p>\n\n\n\n

EOW: So, Russo\u2019s makes its own dough in-house?<\/h2>\n\n\n\n

AR: We make our own dough in-house, the salad dressings, the pastas\u2013 all made in-house.<\/p>\n\n\n\n

EOW: I noticed something else while I\u2019ve been here. It\u2019s not just pizzas.<\/h2>\n\n\n\n

AR: Right. It\u2019s pastas, salads and sandwiches. At a typical pizzeria in New York they had a little bit of pasta, a little bit of pizza, calzones and salads. It\u2019s usually a very small menu And that\u2019s what I developed here. I call it the Little Italy experience. You get a slice of pizza, you get pastas, gnocchi, lasagnas\u2013you have choices.<\/p>\n\n\n\n

EOW: After your first franchisee, how did Russo\u2019s continue to grow and take off?<\/h2>\n\n\n\n

AR: I wanted to make sure they were very successful. To me, it\u2019s all about quality. They did really well at the Beechnut location and I used it as validation. When I got new people interested, I said, \u201cGo talk to Thomas at Beechnut.\u201d That helped me build the concept. Investors would listen to the franchisees tell the story. Once they tasted the food, they were sold. They could see the quality.<\/p>\n\n\n\n

My dad always said, \u201cif it\u2019s not fresh, don\u2019t serve it,\u201d and he\u2019s right. If it\u2019s not fresh, don\u2019t serve it to your customers.<\/p>\n\n\n\n

EOW: That\u2019s a good methodology. What about your ingredients? What\u2019s important to you?<\/h2>\n\n\n\n

AR: I source everything personally. It\u2019s very important. I don\u2019t rely on my distributor to tell me, \u201cUse this cheese. Use this flour.\u201d I just stick to what I knew best growing up. I know what kind of flour and mozzarella to use. I negotiate directly with the manufacturer and then my distributor carries my product. We use fresh-packed tomatoes on our pizzas, which are hard to find. No additives; no preservatives. When you smell our tomatoes, you can smell the aroma because it\u2019s fresh. It\u2019s good quality stuff.<\/p>\n\n\n\n

We use Prosciutto di Parma from Italy. There is domestic prosciutto, but I don\u2019t care for it. When we make a salad dressing with balsamic, I\u2019m going to make sure it\u2019s been aged for at least 18 months and it\u2019s from Modena, Italy. If it\u2019s not from Modena, I don\u2019t want it! (laughs)<\/p>\n\n\n\n

Parmesan has to be real Parmesan and if it\u2019s pecorino, it has to be Pecorino Romano. There\u2019s a domestic Pecorino, but it\u2019s not made with sheep\u2019s milk\u2013it\u2019s made with cow\u2019s.<\/p>\n\n\n\n

EOW: I notice you have desserts, too.<\/h2>\n\n\n\n

AR: We make our own tiramisu and cannoli. The cheesecakes are made in New York at a place called Rocco\u2019s Bakery in Little Italy and shipped here.<\/p>\n\n\n\n

EOW: Have you ever been disappointed with any of your franchisees? Have you ever had to deal with one who wasn\u2019t doing it the way that you taught them?<\/h2>\n\n\n\n

AR: Yeah, at the beginning we had some issues with quality control. I was expanding and they were busy with their operations. Sometimes, they needed a little guidance. I was building my infrastructure and hiring more staff to assist with additional training. So, that was challenging. When you\u2019re building your franchise, you need to think about that, too\u2013 the support team.<\/p>\n\n\n\n

Every one [of the franchisees] were very happy. When they start complaining about it is when they\u2019re not making money. Since they were busy making money, they understood it was a growing company. Most of those folks are still on board today.<\/p>\n\n\n\n

EOW: What was your first out-of-state location?<\/h2>\n\n\n\n

AR: Germantown, Tennessee.<\/p>\n\n\n\n

EOW: How long ago was that?<\/h2>\n\n\n\n

AR: Nine years ago.<\/p>\n\n\n\n

EOW: How many locations, total, are there now?<\/h2>\n\n\n\n

AR: 41 locations open today. We have locations in Florida, Tennessee and Oklahoma. We recently opened up a location in Hawaii and we have four locations in Dubai and Abu Dhabi in the Middle East.<\/p>\n\n\n\n

EOW: My goodness. You\u2019re international!<\/h2>\n\n\n\n

AR: International, that\u2019s right, and we have a total of 28 new restaurants opening over the next three years.<\/p>\n\n\n\n

EOW: So, the pace of your expansion is going faster now.<\/h2>\n\n\n\n

AR: Yes. That\u2019s right. It is.<\/p>\n\n\n\n

EOW: Why do you think that is?<\/h2>\n\n\n\n

AR: The economy is better today than it used to be a few years ago. The banks are now loaning money to businesses. Plus, a lot of people want to open up their own business. In recent years, there\u2019s been a lot of interest in owning your own restaurants.<\/p>\n\n\n\n

EOW: The location we\u2019re sitting in now (20900 Katy Freeway in Katy, Texas)\u2013how long has this been open?<\/h2>\n\n\n\n

AR: This one opened up eight years ago and was recently remodeled. When its anniversary came up in January, we decided to bring in the new Russo\u2019s look and colors.<\/p>\n\n\n\n

EOW: You\u2019re just one man. I\u2019m sure you\u2019re a very busy guy. How do you stay on top of all of these locations and make sure they\u2019re staying true to what you want them to be doing?<\/h2>\n\n\n\n

AR: We invest in our staff and we have great people working for us. We have great chefs now. I call them \u201cchefs\u201d because they\u2019ve been cooking with me side-by-side for 10 years. There\u2019s a really great team at the Westheimer store. The menu and the recipes all get developed at Westheimer. We train for six to eight weeks at the Westheimer location. We have a staff for training, advertising, marketing\u2013 we have a whole department now that focuses only on supporting franchisees. That\u2019s how were growing our concept.<\/p>\n\n\n\n

EOW: Since you source your own ingredients, I suppose that helps in keeping things consistent across all of the stores.<\/h2>\n\n\n\n

AR: Absolutely. I have spice pack mixes that I created. It\u2019s all Russo\u2019s recipes, so it\u2019s easy for the operator. Say they want to make meatballs. Here\u2019s Russo\u2019s meatball mix. They buy fresh ground beef and garlic and add the spice mix to it. Everything in the kitchen is simplified as far as making these recipes. As long as what you use is fresh, you\u2019re going to get a quality product at the end of the day.<\/p>\n\n\n\n

EOW:You make your own pastas, too?<\/h2>\n\n\n\n

AR: Yeah, from scratch! We make our own gnocchi from scratch, we make cannelloni pasta and we make lasagna. These recipes go back to my grandparents\u2019 days In the 1960s.<\/p>\n\n\n\n

EOW: How does it make your family feel to know some of their home recipes are being sold all over the world?<\/h2>\n\n\n\n

AR: They\u2019re very happy. They\u2019re very proud of the hard work that took place. It was not easy to put that together.<\/p>\n\n\n\n

EOW: When you think is the most challenging part of being a franchisor?<\/h2>\n\n\n\n

AR: Trying to visit everybody is challenging. You do your best. I make a point of calling all of my franchisees at least once every two weeks. I either visit the store or keep communication open. For me, it\u2019s more like fun. I enjoy it. I don\u2019t even see it as a challenge. If I don\u2019t do it, I feel like I\u2019m missing out. We\u2019re a partnership. It\u2019s a team. We work together to build a good base.<\/p>\n\n\n\n

EOW: What do you think is the toughest thing is about being in the restaurant business?<\/h2>\n\n\n\n

AR: If you don\u2019t have the experience, and you\u2019re not buying a franchise, you have to start from scratch. That\u2019s difficult. You have no idea what\u2019s going to work for you. It\u2019s very challenging. You don\u2019t know what advertising is going to work and what food is going to sell and not sell.<\/p>\n\n\n\n

The advantage of owning a franchise is it\u2019s proven. All of the mistakes happened years ago. It saves you money on cost of goods, promoting, advertising, overhead expense.<\/p>\n\n\n\n

EOW: You\u2019ve developed the entrepreneur\u2019s dream\u2013a working concept that one can replicate. You\u2019ve come up with the methodology, the formula, the recipes and the ingredients so anyone could replicate that success.<\/h2>\n\n\n\n

AR: That\u2019s right. Fifty percent of the success is already there. The other 50 percent is you managing, so your responsibility is mostly customer service, making sure the cooks are making the food right and making sure the food is presented right. It\u2019s a lot easier when you\u2019re running a franchise instead of starting from scratch.<\/p>\n\n\n\n

When I opened my first store, I had ups and downs, too. That\u2019s what\u2019s going to happen when you have your own restaurant. It\u2019s hard.<\/p>\n\n\n\n

EOW: What was the most challenging recipe you ever developed?<\/h2>\n\n\n\n

AR: Osso bucco. Veal shank. When we make it at home, that\u2019s different than making it in a restaurant, but I figured out how we could do it in a restaurant. We run it as a special. I braise the veal and marinated it in red wine with celery, carrots and fresh bay leaves for about 24 hours. Then, I sear it and make it with a sauce. It\u2019s about a six-hour process. It\u2019s a beautiful dish when it\u2019s done. It\u2019s tender and excellent. That\u2019s one of my favorite things to make.<\/p>\n\n\n\n

EOW: What else would you like people to know about you or your restaurants?<\/h2>\n\n\n\n

AR: At Russo\u2019s, it\u2019s fresh. We use healthy, fresh ingredients. We cook everything with extra virgin olive oil, even when we saut\u00e9. There\u2019s no trans fat. The menu is broad and you have good choices. I can get a slice of pizza if I want or I can get a whole pizza to share with the family or I can have an Italian experience with the pasta selections. You can have a dine-in experience if you want or we have free delivery for the entire menu.<\/p>\n\n\n\n

Every Wednesday, we have half-price wines at all locations. We have a great appetizer menu, too. We have prosciutto. arancini, fried calamari\u2013really good appetizers. You can eat light.<\/p>\n","protected":false},"excerpt":{"rendered":"

One of the things Tony Russo is most proud of is establishing a franchise operation that still manages to provide quality and consistency across all of their stores. That hasn\u2019t been an easy road. Russo started out as many restaurateurs do: in a tiny little eight-seat restaurant preparing his family\u2019s recipes as we learned in […]<\/p>\n","protected":false},"author":1,"featured_media":777,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[26],"tags":[],"class_list":["post-776","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog"],"acf":[],"yoast_head":"\nChef Chat, Part 2: Anthony Russo Of Russo\u2019s New York Pizzeria<\/title>\n<meta name=\"description\" content=\"Russo\u2019s Pizzeria blends authentic Italian recipes with fresh, quality ingredients. 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