THE VIRGINIAN-PILOT
Copyright (c) 1995, Landmark Communications, Inc.
DATE: Friday, May 5, 1995 TAG: 9505030154
SECTION: CHESAPEAKE CLIPPER PAGE: 08 EDITION: FINAL
SOURCE: BY JOSEPH E. TURNER III, CORRESPONDENT
LENGTH: Medium: 66 lines
Chesapeake got a slice of New York
pizza that is - when Primo Pizza opened its doors last fall in the Parkview Shopping Center, serving up authentic New York-style pizzas.
The restaurant is truly New York, right down to its owners. Claude Gange and his cousin, Richard Fiero, both Long Island transplants, have been working together in the pizza business for about three years. Gange came to Hampton Roads six years ago with another cousin to follow his dream of owning his own pizzeria. The first Primo Pizza opened in the Kempsville area in 1989, and a second location followed in 1991 on 21st Street in Virginia Beach.
Gange, prior to moving to Hampton Roads, worked for 10 years in a delicatessen. After college, he helped start a chain of restaurants in Connecticut.
Family is definitely important at Primo. Gange called on yet another cousin when he began to think about expanding. They chose the Greenbrier area as a location because of its population base and potential for growth.
According to Gange, it's their attention to detail and that set their product apart from that of the national chains.
``We use nothing but fresh ingredients. Our sauces are homemade from authentic recipes, and the pizza dough is made from scratch,'' he said. ``We buy the best cheeses and vegetables we can. We even have some items brought in from New York to keep it authentic.''
The dough for Primo pizzas is hand-tossed. The process not only puts on a good show for customers, it produces a thicker, less sloppy crust.
Making pizzas is considered somewhat of a craft in New York, Gange said.
``It's not uncommon to see the same one person making pizzas in the same place for 10 to 15 years. It's really a skill.''
After stretching, the dough is placed on a board for topping. Toppings include fresh vegetables and a variety of cheeses, meats and seafood.
Pies are then placed directly into the oven. No screens or conveyor ovens.
``People sometimes don't understand the pizza style,'' said Gange. ``They often think it's too crisp in areas, but that's the way it's supposed to be. It creates a stronger crust.''
In addition to pizza, Primo offers Italian specialities, such as stromboli and Sicilian pizza.
True Italian ice, made from imported ingredients, will soon be making its Chesapeake debut at Primo.
Gange said the influx of Northerners into Hampton Roads is good for business because they are familiar with New York-style pizza.
``It kind of makes them feel at home - a place they can relate to and talk about where they're from,'' said Gange.
Still, he enjoys meeting locals and sharing his love of good pizza.
``Sure, there's a market for the quick, cheap pizza,'' he said. ``But we are after the portion of the market that wants and appreciates a good quality pizza. We chose not to compete and sacrifice quality.''
Gange is already thinking about opening future restaurants in Great Bridge or Western Branch. But he doesn't want to expand so quickly that he sacrifices the individual attention that is given to each pizza.
``Yeah, we could expand quickly,'' he said, ``but we need quality people to follow the recipes. In this business, taste is very important.'' ILLUSTRATION: Staff photo by MORT FRYMAN
Richard Fiero, left, and cousin Claude Gange opened Primo Pizza.
by CNB