Pinelli-Marra proud of its ‘family’ approach

PBN Staff

04/26/2009

GROWING APPETITE: Bill Pinelli, left, and Steve Marra linked up in 1995 and have opened a number of restaurants in the state since. /

Emphasizing the individuality of its restaurants, the Pinelli-Marra Restaurant Group headquartered in East Greenwich is made up of eight restaurants with four concepts, from Italian bistros to a contemporary big-city lounge. Bill Pinelli started with a single restaurant, Pinelli’s Deli By Day and Café at Night, in West Warwick, which is still flourishing. Pinelli and company CEO Stephen Marra went on to open Italian bistros in North Smithfield and South Kingstown, casual pubs in Warwick, East Greenwich and Providence’s East Side, and elegant casual restaurants in East Greenwich and Providence. The Providence location, Waterplace, doubles as a nightclub.
Over Italian toast and mortadella at his original restaurant, Bill Pinelli summed up his business philosophy, “We’re not a chain and never have been. We have always been a family [operation] and we carry that throughout the company.” In fact, numerous Pinelli family members have worked at the restaurants over the years.
The management style is clearly hands-on. Pinelli was in the kitchen of his original restaurant recently preparing 200 orders of chicken parmigiana and calamari. In looking back over the past 15 years, he sums up the secret of the restaurant group’s success. “We just went out and [ran the restaurant] every day.”
The philosophy can be readily seen in the relationship between upper management and the team of executive chefs and restaurant managers. Most locations have one chef overseeing each kitchen. There is contact with each chef and manager on a daily basis. The group meets weekly to share ideas, programs and business issues, such as food costs and staffing.
Marra points out the chefs are encouraged to develop an entrepreneurial spirit.
“We empower them to run their restaurants like a business. We work closely with the chefs to guide them in cost control when they plan their menus. We want them to enjoy what they do as much as we enjoy what we do.” This partnership approach has paid off in a higher retention rate among the chefs and managers compared to industry averages. And the spirit of cooperation appeals to the chefs’ creative sides.
Pinelli and Marra have each been in the restaurant business for more than 20 years, although their partnership dates to 1994. “We met over a sausage sandwich,” laughed Marra.
He was sole proprietor of what is now the company’s Grille on Main in East Greenwich, then known as Alias Smith and Jones. The two first collaborated on a restaurant concept across the street at the town’s former post office. The Post Office Café opened in 1995.
Pinelli-Marra’s hands-on approach can be seen at any of the company’s restaurants on any given night. Bill Pinelli can be seen in any of the restaurants’ dining rooms or at the front of the house greeting customers.
Just as important to the company is its relationship with the business community. Marra will assume the chairmanship of the Rhode Island Hospitality and Tourism Association this year. The company is actively involved in numerous charitable works, such as the Sargent Rehabilitation Center, Cornerstone Adult Services and its annual Celebrity Chefs fundraiser and the Waterfire Brazier Society.
What is in the future for Pinelli-Marra? In the restaurant business, it is always a challenge to keep up with the times. There is always a new concept, new idea, new menus. The successful restaurateur knows his customers’ preferences and can fit new styles to those needs while at the same time looking for ways to bring new patrons in.
Pinelli-Marra is one of several very successful restaurant groups to call Rhode Island home. In my next column, I’ll spotlight another uniquely Rhode Island group. •

Bruce Newbury’s Dining Out radio show can be heard Saturdays at noon on stations throughout New England. He can be reached by e-mail at Bruce@BruceNewbury.com.

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