At 10 o’clock every morning Tony Gaudio raises the metal shutters to his 42-year-old business. Tony along with two of his employees turn on the lights and machines and prepare for another day inside of Three Boys from Italy Pizzeria. A landmark to the Allerton-Pelham Gardens neighborhood, Three Boys pizza shop has been located on the same block since 1970.
At the age of 17, Tony Gaudio decided to go into business with his two brothers. With a smile, the owner reflected on how his pizza shop earned its name from the lawyer who helped him and his brothers sign the lease. Tony said, “ I remember that day very well. I was 17. It was me, my two brothers and my father. The lawyer asked us ‘what’s the name?’ we didn’t pick a name. So, the lawyer looked at us and said ‘Three Boys’, and from there it was Three Boys.” He went on to add, “We used to call it Three Brothers from Italia, but we changed it.”
Although, his father was present at the signing of the lease, Tony and his brothers were the owners of the business, Tony said, “My father was there because we were so young.” While Tony and his brothers did open the Burke Avenue location together, it was only a matter of time before they decided to open another pizzeria. One of Tony’s brothers, Vinny, opened his own Three Boys from Italy pizzeria in White Plains, NY.
Three Boys pizzeria provides an extensive menu of Italian cuisine that caters to a broad demographic. Located right next to the Burke Avenue #2 train station, adults and children heading home from work and school frequently stop by the shop to get a bite to eat. Three Boys’ doors are open from 10 am until 4 am seven days week; the lengthy hours are necessary for the numerous patrons that walk in and out of the lively pizzeria.
In today’s small businesses usually use the Internet and media exposure as a means tp create a buzz. However, Three Boys’ conception in 1970 predates most of the social networks and media outlets around today. The longevity of this business is a testament to the quality of the food it serves. In a heavy Italian accent Tony Gaudio said, ‘ No, I don’t use the facebook, no Twitter. Just old fashioned words. People they come by, they eat, they like it, they come back that’s it!’
Pizza has always been apart of The New York City culture; furthermore, the newest trends of dollar slices have become competition for pizza shops such as Three Boys. With slices at $2.75 a pop, one may wonder how Three Boys competes with the trendy dollar pizza shops that are popping up throughout NYC. The answer: quality over quantity, providing the Three Boys pizza they know and love.
Besides the neighborhood competition, this small business faces an even bigger problem. According to Tony, the toughest thing on him has been the rise in the rent over the years. Mr. Gaudio said, “The rent, there’s a big difference now. It started at $80 a month and now, it’s up about 5 grand ($5,000).” Despite the owner having to adjust to increases in the rent and other expenses, he tries to refrain from raising prices on his customers.
Customers show their appreciation for the steady priced slices by travelling from all over the city for a taste of Three Boys. Brandi Hamilton, a regular customer said “ I have grown up eating Three Boys’ pizza. I don’t live in the area anymore, but I still find a way to get a slice with bacon every so often.” Although customers love the pizza, most had the same complaint, Lesly Benavides said, “I love their pizza, but I am sad that they don’t deliver; I live by 161st, which is pretty far from here. The only time I get to stop by is when I visit my cousin.”
Tony, is all smiles when discussing his business. When looking towards the future Tony said, “In 5 years I will retire. I don’t know who will takeover, probably family.”