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Spring 2016, Issue 4

Jalapeo
southwestern
grill

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Italian immigrant to successful restaurant owner

HARRISONBURG 28 MARCH
2015 It was the 14th hour Gervasio
Amato had been standing on his feet
washing dishes as the humid Florida air
clung to his skin. Turning out to be a
six-time successful Italian restaurant
owner was not how Amato pictured
his life turning out when emigrated
from Sicily, Italy to Florida where he
endured some hardships before
accomplishing his dream.
Amato lived in Sicily with his
mother and father during his childhood
years. He helped his father with his
produce business, went to school, and
lived a normal life. Sicily in the 80s
was full of crime and corruption and
did not provide opportunities for a
good future.
.

When Amato turned 16, he

decided it was time to take the next
step in his life and move to America.
Amato moved to Florida to
live with his brother who was 16 years
older than him and had immigrated to
the U.S. a few years prior. At the time,
his brother owned an Italian restaurant
where Amato got his first real job
experience. The first six or seven
months in America was pretty fun. I
lived in Florida, which is beautiful, and
it was exciting starting a new life in a
new country.
But then after the initial
excitement was over, I became very
home sick. I had no friends, could not
speak English, and was working 14hour work days six days a week.

I basically lost my youth, explained

Amato.
After washing dishes in the
restaurant that his brother owned, he
knew one day he wanted to have a
restaurant of his own. For the next few
years, Amato spent all of his time in the
kitchen learning how to make Italian food,
reading Italian cookbooks, learning
English and observing how owners
successfully managed a restaurant.
In 1989, his brother decided to
sell the restaurant due to the inconsistency
of customers during the winter. He was
looking for a location that would provide
a regular customer base during the year.
The brothers packed up and decided to
move to Harrisonburg, Virginia. They
liked that there was a college campus in
town and not many Italian restaurants in
the area. The same year they left
Florida and moved to Virginia,
the Amato brothers opened their
first restaurant together, LItalia.

INSIDE THE ISSUE:

1. Italian Immigrant to Successful Business Owner
2. A Delicious Deal at Jalapeo
3. A Little More about Harrisonburgs Newest Southwestern Grill

Amato sold the first LItalia

restaurant and it became Vitos Italian
Kitchen. The second LItalia Pizza and
Pasta was sold as well, but there are still
currently three LItalia Pizza and Pasta
stores still open.
About a year after Amato
opened Doa Rosa, he sold it as well.
Only last year the restaurant closed.
Doa Rosa was the only restaurant that
Amato started that was shut down.

LItalia is still in business 30

years after the Amato brothers opened
it, LItalia is a fine-dining Italian
restaurant. It is one of the oldest
restaurants in town, and most locals
have been. I sold it three months ago,
but I am very proud to have owned it all
these years.
A few months after the
brothers opened LItalia, they decided
to open a bar by the name of Valentino.
The bar offered live music every
Thursday night. Boyd Tinsley from the
Dave Matthews Band played frequently
at the bar and even brought the rest of
the band to perform a number of times.
Amato focused on managing
the bar while his brother managed
LItalia: Managing Valentino for three
years was probably the best years of my
life. I was 23 years old managing a bar
in a college town and driving a
DeLirean; life couldnt get much
better.
In 2001, Amato opened two
new restaurants on his own. He opened
LItalia Pizza and Pasta, a more casual
version of the original LItalia. Then he
opened Doa Rosa and then a second
LItalia Pizza and Pasta near Eastern
Mennonite University. The first LItalia
Pizza and Pasta was in the location
where Amatos current restaurant,
Jalapeo, is located now.

In 2007, Amato and his wife

Veronica decided they wanted to have
children. They had two little girls,
Alexa, and Annika Because Amato
wanted to start a family, he didnt open
a new restaurant after he sold the two
LItalia stores and Doa Rosa. Once the
children started school, Amato decided
it was time to open a restaurant with a
new concept. After brainstorming what
kind of restaurant they wanted to open,
the couple decided on the southwestern
grill, Jalapeo.
Opening Jalapeo was a
gamble, said Amato. I dont have
much experience with southwestern
food because I have only had Italian
restaurants in the past. But I wanted to
challenge myself to try something new,
and so far it has worked out great.
Jalapeo is now offering
catering for business events, birthdays,
office lunches, parties, etc. In July,
Amato is opening another Jalapeo in
Bridgewater. He expects to keep
opening restaurants in the future,
Owning a restaurant is by no means an
easy job, there is always something that
needs your attention, but in the end it is
what I love to do.
Gervasio Amato took the risk
of immigrating to America when he was
16 years old. He didnt picture himself
becoming a successful restaurant owner
when he was working 14-hour days
washing dishes and knew zero English.
His dedication should be an inspiration
to all of us. This story is the ultimate
story of a young man working hard to

DELICIOUS
DEALS
There is no ignoring that sweet
tooth of yours now! Every
Monday through Thursday at
Jalapeo southwestern grill,
desserts will be half off with a
purchase of any one entre. Try
one of these desserts during
normal store hours for a limited
time only. Jalapeo grill offers
uniquely delicious treats such as
cheesecake tacos, chocolate chip
cookie skillets, and apple stuffed
churros.

Spring 2016, Issue 4

A Little More about Harrisonburgs

Newest Southwestern Grill
Jalapeo Southwestern Grill is still a relatively new addition to the Harrisonburg community. Gervasio Amato, the restaurant owner
of over 30 years, opened up the southwestern grill on Port Republic road December 1, 2014. This exciting, new restaurant offers a
mix of fresh foods including burgers, salads, traditional southwestern foods, and even make-your-own options. Jalapeo
southwestern grill is casual with a modern feel. The walls have brink accents to bring warmth to the restaurant as well as wall art
that aim to make the customers feel more welcomed. The bar has painted bottles extended from the ceiling that create a unique bar
atmosphere. Amato wanted to bring a new kind of restaurant to the local area, I wanted to create a new scene for the Harrisonburg
community; a modern but casual restaurant that would serve as a great place for friends and family to hang out and enjoy a great
meal, says Amato. Most of the food offered at Jalapeo is grilled or steamed. Amato wanted to ensure a quality selection of healthy
food options for the customers. The fish tacos are a guest favorite with fresh tilapia to-die-for. They are topped with citrus marinade
and tangy cabbage slaw that the Harrisonburg residents cannot get enough of. Jalapeos also offers a variety of alcoholic drinks
including, but not limited to, beer and wine. The Jalapeo Margarita is the featured drink that includes Tanteo tequila infused with
Jalapeo that makes for a drink with just the right amount of spice. Other irresistible margarita flavors offered are berry, peach,
strawberry, and watermelon. For customers who are not of age, virgin daiquiris are offered in berry, peach, mango, and strawberry
flavors. Some other special virgin drinks offered are Shirley temples and flavored limeade and lemonade. Jalapeo offers a happy
hour everyday from 3-6 p.m. with prices you cannot beat. All of the draft beers are $3, margaritas are $5, and a bar menu with
offers starting from $4.95. Some happy hour appetizers that are offered are guacamole, queso, and fresh fish tacos. Jalapeo is the
place to be for a great variety of southwestern foods and a night to remember.

Jalapeo Southwest Grill

1039 PORT REPUBLIC ROAD
Harrisonburg, VA 22801
P: 540-433-2469
E: info@jalapenosouthwestgrill.com