With Frank Sinatra crooning in the background and a sign pointing the way to “N.Y.C. 1086 Miles,” transplanted New Yorkers, of which there are quite a few, feel right at home at the new NYPD Pizza on South Alafaya Trail.
During last week’s soft opening, Frances Boguta, originally from Manhattan but now a resident of Wisper Palms Apartments, and her grown daughter checked out the new restaurant during one of their regular outings, with great anticipation. “We have been driving by here after seeing the sign,” said Boguta, who moved down to Florida 20 years ago.
“We couldn’t wait for it to open and for something we could really sink our teeth into.” And they weren’t disappointed. The spiced marinara sauce and homemade pasta used in their dishes reminded them of home, and of their home kitchen. And so did the ambiance.
“This is music we can understand,” she said. All of which is great news to Ahmed ElBary, the proud co-owner of this newest franchise of NYPD Pizza who also made the 1086-mile trek south. After all, the restaurant makes him feel at home, as well.
ElBary arrived in New York in 1985, at the age of 23, by way of his birthplace of Egypt. For the next 20 years, after earning a second business degree in his newly adopted homeland, he would work in the restaurant industry, learning everything he needed to know to open up his own business…well, almost everything.
His father, Abdul, who only advanced to the fourth grade himself, stressed the importance of education in his family. As a result, every one of Abdul’s children, eight in all, would go on to earn a college degree and a professional career. “My father came to this country because he wanted to make a better living and make a better life for his family,” ElBary said.
“He taught me that if you work hard, and love people, you will succeed.” ElBary is among many upcoming tenants who will be working to succeed at the new Stoneybrook Marketplace, 2504 S. Alafaya Trail. The 35,000-square-foot retail plaza has been slow to develop — it’s been more than two years since its groundbreaking, following two more years in the planning stage — but is now emerging as the newest commercial destination in East Orlando.
Though Couture Nails and Spa is the only other business currently open at the plaza, many more are on the way. “We are talking to a number of potential tenants. There is a lot of interest and activity,” said Linda Carrick-Warfield, director of retail sales and leasing for Colliers Arnold, the leasing agent for the strip mall. She added, however, that in today’s economic climate, “deals are taking a little longer to finalize.”
The ‘Waterford bubble’
But business owners are always looking
to tap into growth areas such as East
Orlando, she said, and residents are anxious
to have more shopping options close
by. In fact, one local homeowner told
Carrick-Warfield that most folks who live
along South Alafaya Trail rarely venture
outside of East Orlando.
“She told me, ‘We call this area the ‘Waterford bubble’ because most of us have no reason to leave the area,’” Carrick-Warfield said. “We want to attract the kinds of businesses that serve the needs of residents.” Possible tenants that would be a good fit for Stoneybrook Marketplace, and the surrounding community, would include a pool supply company, florist, hardware store, fitness center, hair salon, clothing store and two or three restaurants.
“The plaza is more geared to retail than office space,” she added. “We would like to have all kinds of servicetype businesses.” Stoneybrook Marketplace offers leasable spaces as small as 1,300 square feet within its L-shaped configuration, which is surrounded by woods. Carrick-Warfield is confident that the bedroom communities along South Alafaya Trail would support these new businesses.
Market studies show that from 2000-2007, the number of people living within a three-mile radius of Stoneybrook Marketplace has risen by 68 percent, while the number of households has increased by 80 percent. Moreover, the residential communities of Avalon Park and those along Avalon Park Boulevard continue to grow.
In 2007, the population within five miles of the plaza stood at 106,270 while the number of households grew to 38,638, more than double the respective numbers within a three-mile radius. The average household income inside the three-mile radius was $73,855 last year. These numbers helped convince ElBary to open his restaurant in Stoneybrook Marketplace.
During his 20- year stint working for a restaurant chain that numbered 360 locations in its heyday, he studied every aspect of the food business. Eventually, he worked his way up to district manager of the lucrative Midtown Manhattan/Wall Street area. When he left New York in 2006, his nine locations were generating $20 million in annual revenue.
By then his family — wife Marie; daughter Gina, 18, a student at Valencia Community College; son Tarek, 14, who works at NYPD Pizza during the summer; and daughter Zayna, 8, who does not — already was settled in East Orlando. For three years ElBary traveled back and forth before wrapping up all the loose ends to join them.
Then, with business partner Steve Latham, and their respective wives assisting with inventory, bookkeeping and support service, ElBary was able to realize his dream of opening up his own restaurant.
This week is the official grand opening of NYPD Pizza, with word of its arrival having already spread around the area, drawing in native New Yorkers and non-New Yorkers alike. The menu features salads, pastas and desserts, including traditional Italian favorites calzones, cannoli, zeppole, friazos and N.Y. Cheesecake.
And, of course, there is the pizza. The pies come with a wide variety of toppings that include specialty pizzas such as those named for New York City’s finest — boroughs, that is: Manhattan Meat Lovers Pie, Queens Deluxe Pie, Da Bronx BBQ Chicken Pie, Brooklyn Bleu Cheese and Buffalo Chicken Pie, and Staten Island Stuffed Pie.
Select pizzas are available for 99 cents a slice. All are made with extra virgin olive oil, freshly grated mozzarella cheese and homemade, hand-tossed dough. The pie is then finished with fresh toppings and baked in a brick oven.
NYPD Pizza expanding
With 17 locations across the country,
this is the third NYPD Pizza in the
Orlando area, with more in the oven.
Established in Orlando in 1996, the
restaurant started franchising in 2004.
Mallysa Byrnes, director of marketing
for NYPD Pizza, said seven restaurants
are expected to open in the Orlando area
by the end of the year, including a new
downtown location at Orange Avenue
and Church Street in the next two weeks.
She said the company has plans to open more than 100 franchises nationwide over the next few years. “We’re having a busy summer,” she said, explaining that the expansion is being driven by its pizza pie patrons. “It’s really the demand of our loyal customers. People love the product. It’s a great atmosphere and people want to be a part of the NYPD Pizza family.” And the newest franchise’s reputation precedes itself.
In eight of the last nine years, Orlando Weekly has named NYPD Pizza the “Best Of Orlando.” But ElBary learned early on that a restaurant must always strive to build on its achievements. That is why the restaurant chain that he worked for in New York entered into a joint venture with Dunkin’ Donuts. This idea of “multiple concepts” not only allowed the restaurants to broaden their offerings, but also expand their audience.
This marketing strategy led ElBary to enter an agreement with Barnie’s Coffee & Tea Co. to have a coffee shop right next door. Barnie’s, which debuts this week, will open at 6 a.m., offering customers pastries, muffins and bagels, along with their morning coffee. It is also hoped that drawing a breakfast crowd will supplement the customer base for NYPD Pizza, which offers lunch and dinner, plus catering and delivery.
Both eateries will stay open until 10 p.m. For ElBary, his restaurant will be a legacy not only for himself and his family, but for his father, as well. “My father passed away in 2006, but he was a great man. He taught us how to treat people right. And, if you try something in life, you do it 100 percent. I still miss him.”
