In North Jersey, Salvatore Reina is making his mark in the competitive pizza industry. Reina, the owner of Francesca Pizza & Pasta, is finding success in a market saturated with approximately 2,000 pizzerias in New Jersey.
When Reina opened Francesca 16 years ago in Glen Rock, he was unsure of its future. At 26, he felt inexperienced and uncertain. “For the first three or four years, I was just trying to stay afloat,” he said. “I wasn’t confident in what I was doing, but I always prioritized great service, kindness, and community involvement.”
Reina initially worked at a major financial institution in Manhattan after graduating with a business management degree from Stony Brook University in 2007. Disappointed by a broken promotion promise, he decided to leave and start his own business with his brother, Gino. They named the restaurant Francesca to honor their Sicilian grandmother and focused on wood-burning brick oven pizza, pasta, and fresh salads.
Francesca has since expanded, opening a second location in Elmwood Park in 2016 and employing over 40 staff members across both sites. Reina has also partnered with Adam Vuksanic, Jeff Lucca, and Edward Kim to explore new revenue opportunities, including dine-to-donate fundraisers, DIY pizza kits, and a virtual brand.
One of Reina’s latest ventures, Francesca Lunch Box, aims to generate over $250,000 annually. After testing the program at two schools, it will launch this fall in six local schools. The program provides wholesome, customizable meals for students and partners with SchoolBitez for online ordering. Reina designed the menu based on his experience and feedback from parents, offering options like chicken fingers, pasta, and grilled cheese sandwiches, along with fruits and vegetables.
Francesca Lunch Box also includes a built-in fundraising feature, allowing schools to raise money through meal upcharges. “We offer a daily fundraiser option for schools, which can be a great boost for their budgets,” Reina explained.
In addition to school lunches, Reina has introduced a ghost kitchen, Squared, which specializes in Detroit-style pizza. This virtual brand now contributes 18-20% of annual sales. “The idea was to leverage our existing ingredients and provide something new,” Reina said. “It’s been a successful addition and has attracted more customers.”
During the pandemic, Francesca adapted by offering DIY pizza kits, which proved popular and raised over $15,000 during Valentine’s Day alone. Off-premises catering also remains a significant revenue stream for the restaurant.
Reina’s community outreach is noteworthy. In July 2020, he received the Hometown Hero award from U.S. Rep. Josh Gottheimer for his support of frontline workers and local businesses. Reina used his platform to share menus from other eateries and raised $13,000 to buy gloves for healthcare workers.
Reina is committed to helping fellow business owners and sharing successful strategies. He often consults with other pizzerias and is eager to exchange ideas. “The pizza community today is more collaborative than ever,” Reina said. “We’re all here to help each other succeed.”
