For three years, chef and Wisconsin native Michael White was the restaurant industry's golden boy. Using Convivio as a springboard, he opened a string of celebrated Italian restaurants that included Marea, Osteria Morini, and Ai Fiori. Then, earlier this year, he hit a brick wall when premiering Nicoletta, a pizzeria in the East Village. It was a predictable move, coming on the heels of Pulino's and other chef-driven pie places. What better way to harvest money than leverage your name with cheap-to-make pizzas paired with a pricey wine list?
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