In 2002, I negotiated the sale of my business which operates under my own name. After extended negotiations between parties, the deal ultimately fell through. The sticking point? My attorney would not give the buyer exclusive and perpetual right to my name, the way the contract was drafted. When I asked why, she was so obstinate about this point. After all, they were buying the business, which was built around my name, were they not? She said there was extensive case law where former business owners were prohibited from opening new, unrelated enterprises utilizing their names. It was a good offer financially, and for years I have blamed myself for allowing my lawyer to “lose the deal.” Until this morning, when I read the story of Patsy Grimaldi.
On February 9, 2011, I wrote Zero Minutes!, about my visit to the legendary Brooklyn Pizzeria, Grimaldi’s. The story title referenced the unusual and fortuitous lack of a line, which was typically hours long. Now visitors have a new option – Juliana’s, which operates from the same spot that Grimaldi’s once did. Grimaldi’s is located around the corner, located in the landmark building, One Front Street.
I assumed that the new pizzeria, typically less crowded, garnered its traffic from those who mistakenly went to the original location, or, like I did last night, opt for a shorter line. Online reviews for Juliana’s were quite high, surprising, until I learned the reason why.
In 1998, Patsy Grimaldi sold the naming and branding rights to Frank Ciolli. Disputes between Ciolli and the landlord led Ciolli to move Grimald’s to its current location at One Front Street, leaving the original coal oven behind. Regretting his departure from the business and seeing his name negatively portrayed in the media, Patsy reopened in 2011 at the original location. Unable to use either Patsy or Grimaldi in the name, he settled for Juliana, Patsy’s late mother.
The pizza was delicious and the waiter very cordial. In conversation at the meal’s end, he informed me that the older gentleman walking throughout the restaurant was none other than the man himself, THE Patsy Grimaldi. Stunned, I immediately told him of my previous story on the pizzeria and asked if I could meet the owner. The waiter, in spite of a very hectic environment, made it a point to arrange a meet and greet. And so, a few minutes later and, after he posed with patrons for photos, I met Patsy Grimaldi. I complimented his pizza, and he told me a little about the back story and how unhappy he was at the way events had unfolded in the Grimaldi saga. He suggested that I come back at a later date if I wanted to discuss the story at length. I told him I would come back and shoot video as well. He agreed.
And so it was another New York moment, all due to a serendipitous sequence of events. After a day of touring in Williamsburg and Bushwick, I was ready to return home in Manhattan. My girlfriend, however, tired of eating in the same old haunts, suggested taking a chance to see how busy Grimadl’s would be. When we arrived at Fulton Ferry, it was the typical mob of patrons, which meant either trying Juliana’s or returning home. At Juliana’s, there was no wait, as we were immediately ushered in by an older man waring a cook’s smock with Patsy Grimaldi embroidered on it. I assumed it was a relic of the old Grimaldi’s and evidence of a competitor capitalizing on the location of a previous owner. But alas, I was wrong. We had, in fact, stumbled upon the real thing, run by The Man Himself 🙂
Food Note: How’s the pizza? Excellent – one of the top pies in New York City. A signature coal-fired thin crust with the ingredients and toppings in perfect proportions – not too cheesy (and thereby oily), the bane of nearly every pizza in town.
For more pizza, check out my list of the Best Pizza in New York, on which Grimaldi’s is included.















