Like most fathers and sons, Donald “Buddy” LaRosa didn't want to listen when his father said: It's crazy to open a pizzeria. (Or, in his father's Italian-American dialect: “Med-i-gans never gonna buy pizza from you!”) The year was 1954 and many Americans hadn't heard of pizza, including those in Buddy's hometown of Cincinnati.
But he was undeterred. He'd grown up eating pizza. And while stationed at Navy shipyards in Philadelphia, Buddy had watched vendors sell hoagies and pizzas.
A few years later, he tested his idea, using his Aunt Dena's recipe at a local church festival. His pies were a festival success and confirmed that Americans did have a taste for pizza.
In 1954, and against his father's advice, Buddy pulled together $400 and with three partners opened Papa Gino's on Cincinnati's West Side. When his partners left a few years later, he renamed the pizzeria, using his family name.
The business has grown to more than 50 franchises serving Ohio, Kentucky and southeast Indiana. The company has also introduced its “2010” prototype pizzeria in Centerville, Ohio. (See “Eating to Go,” page 36.) Inspired by the original pizzeria and decorated with memorabilia from years past, the restaurant design features a bar, family and group dining rooms and separate carryout area.
“The 2010 design is the pizzeria of the future for us,” says Michael LaRosa, Buddy's son and current president and chief people officer of LaRosa's Inc.
With the new prototype being rolled out on LaRosa's 50th anniversary, 73-year-old Buddy says there is much reason to celebrate.
“My dad's not around anymore,” he says, “but if he were, I'd tell him, 'Hey Dad, look at us now!' ”
In 20 words, describe your vision when you opened the first LaRosa's Pizzeria?
To be in charge of my work, life and destiny and to make a living for my family.
What's the hardest thing about building a business from the ground up?
The intensity and desire needed to lead and create success.
What's the first thing about pizza you ever told your sons?
It's the bread of life.
What are five “ingredients” of a classic pizzeria?
Great food, great service, clean restrooms, great pizza sauce and smiling faces.
What's your favorite pizza topping?
Pepperoni, sausage, onion and green pepper.
What's the most peculiar combo anyone ever asked you for on a pizza?
Mushroom sauce with tuna and onion.
Best beverage to drink while eating a slice?
Diet Coke.
What's LaRosa's “secret sauce”?
California tomatoes, special spices cooked in the sauce and a special blend of affection.
Who will play you in the movie about LaRosa's?
George Clooney.
Favorite non-pizza food?
Pasta, of course!
Growing up, which TV family did you wish was yours?
We never owned a TV when I was a child. On the radio, it was “Life with Luigi.”
Name one famous person you'd most like to see dining at LaRosa's.
St. Francis of Assisi.
What would your Aunt Dena say about LaRosa's today?
“I told you that I made the best pizza.”