An appetite for excellence - Buca di Beppo's Owner and CEO an Award-

Colorado Springs Business Journal, Dec 19, 2003 by Marylou Doehrman

Joseph Micatrotto was hand-cranking lasagna and ravioli dough for his grandfather's catering business when he was just eight years old. His grandfather and mentor, Nicolangelo Iammarino, came to the United States from Naples, Italy, and settled in Cleveland, Ohio, where he first opened a catering business and later a full-service Italian restaurant. Iammarino's influence undoubtedly contributed to Micatrotto's accomplishments as a restaurateur and co-founder and chief executive officer of 115 thriving Buca di Beppo Italian restaurants.

Micatrotto publishes a cookbook, Into the Sauce, Buca di Beppo, and, in one of the chapters, he recalls the pivotal words of his grandfather. When I was 12 years old, I put too much water in a recipe, said Micatrotto. That mistake didn't cost us a lot of money, but it created a major pain in the neck for everybody. His grandfather took him aside and said, You're just trying to do your best and that's very important - actually going after what you want is more important than what you achieve in a single day. Trying hard; that is what is important. A great effort will eventually yield a great result - though not necessarily at the very moment you want it.

And Micatrotto's personal and professional achievements have been driven by his grandfather's words, a desire to pursue excellence and a sizzling passion for the restaurant business. Micatrotto and his son, Justin, were in Colorado Springs at his North Academy Buca di Beppo eatery on Thurs., Dec. 11.

Sitting in one of Buca's warm and charming booths, sipping a glass of Shiraz, surrounded by old-time photographs of friends and family and the aroma of what Micatrotto refers to as immigrant Italian cooking, Micatrotto discussed everything from family to food to favorite places.

Micatrotto is a first-generation American - his parents migrated to the states in the 1930s, and his mother, Micatrotto's other mentor, worked alongside Iammarino in the Cleveland restaurant. Micatrotto's father, who worked outside of the family business, was ranked third in the world in middleweight boxing. Micatrotto's parents instilled in their son a go-for-it attitude, shaping a strong will and a firm work ethic. College was a must, so Micatrotto pursued and gained a college degree at Miami University in Ohio.

After college graduation, Micatrotto, at age 23, with a bit of savings, opened a few waffle shops along the Ohio River. He eventually sold the shops and started a career with corporate America in, of course, the restaurant business. He landed his first real job with Steak and Ale. From there Micatrotto moved to the Mexican restaurant chain, Chi Chi's, where he was ultimately promoted to CEO. And then it was on to Chinese food as the CEO of Panda restaurants. Micatrotto left Panda restaurants in 1995; one year later he met another restaurateur, Phil Roberts, who owned a small Italian restaurant housed in a basement in Minneapolis, Minn.

Roberts invited Micatrotto to partner in his restaurant, but the latter feigned interest at first. Roberts persisted, even sending a plane ticket to Micatrotto with a note that read: I think this is what your family did. And the similarities were obvious - both Roberts and Micatrotto's grandfathers' restaurants were Italian, housed in basements and created out of a simmering love for Italy's culture. Micatrotto joined forces with his new paisano (pal), Roberts, and together built a nationwide neighborhood collection of restaurants named Buca di Beppo. In Italian, Buca means Joe, and Beppo means a hole in the ground (basement).

At the same time, Micatrotto met Vittorio Renda, another Italian who immigrated to the states from the boot of Italy. Venda is now Buca di Beppo's executive chef.

Intoxicated with a desire to share their passion with others, the partners raised $180 million in six years and opened the first Buca di Beppo outside of Minneapolis in Palo Alto, Calif. Seattle was home to the second, Chicago the third and so on. The partners also acquired 10 Vinny's of Boston restaurants on the East Coast, and renamed them Vinny T's.

For the past five years, Buca di Beppo has been listed among the top five restaurants in the country, said Micatrotto.

Our food, he explained, is more vibrant, vital and powerfully flavored. The chefs create six to eight new menu items each year in line with their motto, Familiar ingredients; unfamiliar paths. The Springs store arrived before the North Academy influx of the big-box restaurants. Although sales have decreased a bit due to added competition, the Italian restaurant is still attracting locals who want an authentic flavor of Italy or a chance to sit at the distinguished pope's table.

Family is deeply entrenched in Italian tradition, and Micatrotto and his wife of 31 years, Connie, bred that same spirit in their two sons, Joe Jr. and Justin, both of whom are employed by Buca di Beppo. Micatrotto travels frequently, maintaining homes in Cleveland, Las Vegas, Los Angeles and Minneapolis.