You might not think running an authentic Italian restaurant would be a natural transition after working for a company whose mascot is a French fry-pushing clown, but an early job as a marketing specialist for McDonald’s helped Luigi Ferrari understand what a modern restaurant needed to flourish. And luckily for hardcore Italian foodies, Ferrari’s Italian background was a perfect fit for his current endeavor. Today his La Palma restaurant, A’Roma Ristorante, has become the Cheers of Italian restaurants, with customers frequenting the place not just for the savory fare, but for the familiar faces ready to offer a genuine smile.
Born in Cupello, Italy, Ferrari was raised in a traditional Italian family, and sumptuous food surrounded him like an aromatic cloud. “My mother, Rosina, was a great cook,” Ferrari says. “I loved being in the kitchen with her when she was preparing meals for me. She often let me help, and because of this I developed some culinary skills at a young age. I was not a picky eater, but I was very particular about making sure everything was prepared the right way. As I got older, I continued to cook and realized I was pretty good at it.”
Ferrari knew at a young age that he wanted to own his own business someday, but it would be several decades before he achieved that goal. Fortunately, his jobs working for successful franchises that include El Torito and McDonald’s helped him learn the business side of the restaurant industry.
Ferrari and his family took over A’Roma Ristorante in 2002. “When we took over, the entire staff remained,” Ferrari says. “The restaurant had been successful, so I made sure all the employees stayed on to continue the tradition and to build on that success. And now my wife and three children all work in the restaurant.” The fact that Ferrari’s livelihood became a family affair adds an additional layer of pleasure to his day.
Because great service alone won’t make a person’s mouth water, Ferrari is adamant that the food makes a lasting impression. And once customers try the spaghetti Bolognese, their destiny as regulars is all but sealed. “Our customers are wonderful,” he says. “I’ve become good friends with many of them. It gives me great satisfaction to see loyal customers come here regularly for our authentic Italian dishes. And in turn, I’m proud of my staff for the consistency of our food and service.”
While the current economic state has forced many restaurants to cut expenses by decreasing portion sizes or sneaking in lower quality ingredients, Ferrari refuses to cut back on the quality of food or lower his standards of service. “Our customers have been coming here for years, and they expect the same freshly made dishes every time. We don’t compromise when it comes to quality, portion size, or service.”
So what’s next for the La Palma Italian joint beloved by locals? “Expansion,” Ferrari replies. “My goals for the business are to see my sons and daughter take it to the next level. I’d like to open at least one other location in the next couple of years. And eventually, I would like to spend more time with my wife on vacation in Italy and Napa Valley.”
Perhaps the modern business model should follow Ferrari’s simple principle: Work in a place you love and surround yourself with people you love. Having a killer eggplant parmigiana doesn’t hurt either.
Ferrari’s A’Roma Ristorante
30 Centerpointe Dr., Suite 1
La Palma, CA 90623
(714) 523-3729
www.aromalapalma.com