A different approach — creating a high-end Italian dining experience for families — brings success.
By: Steve Feitl
LAWRENCE When Ciro Moriello left his native Naples, Italy, in 1978, the 18-year-old young man’s first job in America was as a dishwasher at a pizzeria.
So while it might be reasonable to expect that Mr. Moriello would want to run a pizza shop of his own, he had larger plans.
Instead, Mr. Moriello brought a distinct business to Lawrence Township in the form of Amalfi’s Cuisine at 146 Lawrenceville-Pennington Road.
His restaurant differs from the national chains up and down Route 1 and the smaller pizzerias and fast food establishments scattered throughout the township in that Amalfi’s provides families with a high-end Italian dining experience.
But it’s not just the style of restaurant that sets Amalfi’s apart. It’s also its location.
Amalfi’s is located between Carver Place and Santina Court and near the Village townhouse development. This residential-type setting is one that Mr. Moriello specifically sought.
It had been home to several other food establishments in the years prior to Amalfi’s. Mr. Moriello noted that businesses such as Munsey’s Restaurant and Buxton’s Dairy Bar seemed to flounder in that spot.
"I always liked this location," Mr. Moriello said. "Whenever I’d drive by, I’d always see there weren’t a lot of people in the restaurant. It was always empty."
But after having breakfast at Munsey’s one morning, he had a vision of turning the building into an Italian restaurant. He noticed the influx of new housing near the restaurant and saw the potential business opportunities.
He looked into the availability of the property and with the help of his partners, chef Johnson Rivas and his brother Louis Rivas, Mr. Moriello purchased the business, the land and the liquor license in November 2000.
While the other restaurants had failed in the location, Amalfi’s was an immediate hit, according to Mr. Moriello.
"Since day one that we opened, we’ve been doing very well," he said.
Mr. Moriello actually believes his unique location several miles away from Route 1 and most other businesses is an advantage for Amalfi’s. He’s found that most of his adult clientele come from Lawrence and adjacent towns such as Hopewell, Pennington and Princeton, and they would prefer to stay away from the traffic of the highway.
Word of mouth for the restaurant has apparently been very strong.
Mr. Moriello said there was no advanced advertising for the opening, but people still came in droves. Even today, he limits the amount of advertising he does because his restaurant is already filled to capacity most nights.
"We can’t bring in any more people than we already have," Mr. Moriello said. "People would be waiting for too long."
And that is one of the factors that led to the expansion plan that was approved by the Planning Board last September. When construction is completed, Amalfi’s will triple in size.
Mr. Moriello explained that the expansion is merely a reality of the restaurant business. With the great expenses of obtaining the liquor license and paying taxes on the property, even a full house every night does not make the restaurant financially viable in the long run.
"Since we bought the location, we had the intention of making it bigger," he said. "No matter how well you do, if it’s not bigger, you’ll never make it."
The liquor license also factored into the decision.
Amalfi’s does not currently have a bar and the township alerted the ownership to either use its license or give it up. A bar for restaurant patrons now will be added in the expansion, though nearby home owners expressed some concerns about it at the Planning Board hearing.
Amalfi’s is not becoming a bar, however, according to Mr. Moriello.
"We are still going to close at 11 p.m. every night," he said. "It will not be a sports bar. We are in the restaurant business, not in the bar business."
The restaurant business is one Mr. Moriello has been in since coming over from Italy in 1978. Three years after starting as the pizzeria dishwasher, he bought his first restaurant.
Since then, he’s had nine more, including Ciro’s Pizza at 1961 Route 1. He opened the Lawrence pizzeria in 1983, before selling the business end of the property last year.
Amalfi’s is number 10 for Mr. Moriello, but he feels it is his greatest.
"The best restaurant I’ve opened is this one here," he said.
And while he has sold the nine other restaurants he’s opened, Mr. Moriello plans for Amalfi’s are more permanent.
"I have no intention of selling this one," he said. "It’s a good location. I’m over 40 now. I live very close. It’s not worth it for me to sell it.
"It’s a very good deal."