ON THE ROCKS
On the Rocks, a narrative nonfiction story, chronicles the journey of restaurateur personality Joseph Costanzo, Jr., in his rise to success in the 1990’s as owner of the highly acclaimed Primadonna Restaurant, radio host, columnist, and aspiring politician through his sharp fall ending in an investigation and a stint in federal prison in the early 2000s.
ON THE ROCKS
On the Rocks, a narrative nonfiction story, chronicles the journey of restaurateur personality Joseph Costanzo, Jr., in his rise to success in the 1990’s as owner of the highly acclaimed Primadonna Restaurant, radio host, columnist, and aspiring politician through his sharp fall ending in an investigation and a stint in federal prison in the early 2000s.
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Synopsis
“The intangibles that enabled me to achieve my greatness also contained the seeds to my destruction.”
–Joseph Costanzo, Jr.
Joseph Costanzo, Jr., a young postal worker with a daydream of opening a world-class Italian restaurant in a dying town, becomes a classic example of blind ambition, as he is at once the driving force behind his success and the cause of his own downfall.
“The Rocks” is no longer a destination for anyone but the locals when Joe Costanzo entertains thoughts of buying a struggling restaurant on a corner of the abandoned and menacing streets of McKees Rocks in the 1980s. As Joe begins to make his dream come true, The Primadonna Restaurant becomes the main setting of the story as well as the hottest spot in town. With its lovable characters, delectable tastes, smells, camaraderie, behind-the-scenes antics, and celebrity appearances, the place begins to feel like home to readers, or at least a place they enjoy visiting through story.
Costanzo is a complex character whose actions attract and repulse, whom we admire for his confidence and rebuke for his arrogance, whom we love for his generosity and despise for his egotism, whom we learn from in both his attention to detail and lack thereof. An array of minor characters keeps the story interesting, from Joe’s own father to the local cops to the IRS, but readers will be most intrigued by the way Joe jeopardizes his own happiness and success. Come and walk beside this anything-but-average Joe as he takes you through his bumpy journey on the Rocks.
ABOUT THE RESTAURANT
“The Primadonna Restaurant rivals any Italian restaurant in NYC.“
Danny Aiello, Hollywood Actor
“Joe Costanzo, The Dodgers, and all Italians are GREAT! Your Paisano, Tommy“
Tommy Lasorda, late Former Major League Baseball Pitcher, Coach, and Manager of the Los Angeles Dodgers.
“I spent the first seven years of my life in McKees Rocks, as my parents had a mom-and-pop grocery story. McKees Rocks was a quite unlikely place for a major restaurant to be established and to thrive. All the more credit to Joe for having achieved such success in attracting people to come there because McKees Rocks otherwise was not a destination place. Over the years, I developed a special relationship with Joe as a customer at the restaurant.
He was a very friendly, natural, unassuming, unpretentious individual who was dedicated to his work and committed to making his customers happy by being a gracious, warm, and generous host. It was very easy to relate to Joe Costanzo.”
Dr. Cyril Wecht, American Forensic Pathologist, who headed the JFK, RFK, Sharon Tate, JonBenet Ramsey, and other famous national/international cases
“I’m from McKees Rocks. It’s a rugged blue-collar town, and Joe always wanted to look out for everyone. He always treated you the right way. When I won the title, I would go to The Primadonna once or twice a week. I loved it there. I celebrated every single one of my matches at The Primadonna. It doesn’t surprise me that Joe’s story is going to be a book; it would surprise me if it wasn’t.”
Paul Spadafora, Former IBF Lightweight Champion of the World
“I always felt stories like Joe Costanzo’s and The Primadonna Restaurant are so important to tell.”
Rocky Bleier, Former Pittsburgh Steeler NFL Player
“Joe came out of nowhere. He worked for the post office. The fact that he wanted to open up a place in one of the most unlikely towns ever is one of the most amazing feats. Joe had a vision in taking this little restaurant from the minor leagues to the major leagues.
No one would ever be able to do that same thing over again. I traveled to Chicago, lived in San Francisco, D.C., Florida, I was everyone, but there was no restaurant that was as nice as that place. I wish everyone would have had an opportunity to go there. It is a shame it all ended the way that it did.”
Bob Priddy, Former 15-year MLB Player for the Pirates, Giants, Senators, White Socks, Angels, and Braves
“Joe was a great ambassador, not only for his restaurant, but for the food business in general. When sports figures, celebrities, and athletes came to town, everyone wanted to go to The Primadonna to eat. Joe made everyone feel like they were special, and he deserved every bit of success he had at The Primadonna Restaurant.”
Gerry Dulac, Sports Journalist for the Pittsburgh Post-Gazette
“To put a business like The Primadonna in McKees Rocks was absolutely phenomenal. The town was on a downturn, and without businesses like Joe’s, McKees Rocks would not have been able to keep some type of level stability. Joe made that restaurant. He loved that place so much that when you walked in, you felt like you were walking into their home and sitting down at their dining room table. That’s how Joe made you feel. This story is every man’s story, this is every man’s dream.”
The Honorable Anita Kulik, Pennsylvania State Representative of the 45th District
“The Primadonna Restaurant reminds me a throbbing NYC restaurant, where the very frenzy of the place is as enticing as the cuisine.”
Mike Kalina, Former Dining Critic for the Pittsburgh Post-Gazette and NY Daily News Syndicated Columnist
“Everyone knew Joe. He was the neighborhood greeter. He was just that guy to talk to. He was a big hit in my family for dinners. It was really like a Cheers in there—you walked in, and everyone knew your name. It was like Cheers with a twist.”
Rachael Rennebeck, co-host YaJagoff! Podcast
“I distinctly remember limousines lining up outside there on a frequent basis. You would never really know which famous person was in there.”
John Chamberlin, co-host YaJagoff! Podcast
“Joe had this way of making people feel very, very special. It didn’t matter if you were Tommy LaSorda, who would stop down with his team for dinner, or if you were just Joe Kulik.
I saw that place transform over the years from a small little restaurant to an internationally acclaimed restaurant, where you had to wait two hours to get a seat. You would do it, not only because the food was tremendous, but you did it because Joe was tremendous.
If you spend three minutes with this guy, it is impossible to NOT love Joe. Joe’s story is the American Dream and one that I will never forget.”
Joseph Kulik, Attorney and Early Customer of The Primadonna
Straight from the Horse's Mouth
Seeking Food Critic Mike Kalina
Joe knew that in order to get credibility for his restaurant, he needed a review by well-known Food Critic Mike Kalina.
Good Food + Great Service + Low Overhead = Money
Joe on the core of his restaurant’s guiding strategy.
Restaurateurs Must be Present for Success
Joe on the secret most Pittsburghers already know:
half of the battle is just showing up.
Food Was the Easiest Part of the Business.
Joe talks about how the food was the easiest part of the restaurant industry. The other variables make it tough.
Joe Costanzo - Marketing Maven
Joe Costanzo shares tips and tricks about how he marketed his Pittsburgh Post Gazette Restaurateur of the Year.
The Real Joy in Life
“The real joy in life is not arriving at your destination about how you got there.” He talks about the unlikelihood of having a high class restaurant in the mill town of McKees Rocks.