Innsbrook Today
By Anne-Merle Bryant
Special Correspondent
Innsbrook Today Magazine

John Felico doesn't need a grill to sell you on his Dominic's of New York^® sandwiches -- like the hearty Sweet Italian Sausage, the Fajita Chicken, the Portabella Cajun or the Steak & Mozzarella with peppers and onions, prepared to your liking. By sheer personality, Felico could attract a huge and hungry crowd to any of his mobile kiosks or mall locations.

Felico is co-founder, president and chief operating officer of FoodNet Franchising, Inc., the Innsbrook-based parent company of Dominic's of New York^®. He and his partner, Richard Kave, established Dominic's of New York^® in 1994 and opened its first official location in early 1995.

A New Spin to a Time-Honored Family Business

The roots of the company, however, actually extend to three generations of Felico's family. His grandfather, who emigrated from Italy to New York City, sold Italian candies and roasted peanuts from a wooden vending cart. Following in his footsteps, Felico's dad Dominic supported his family by serving up hot Italian sausages at New York City's traditional street festivals honoring Roman saints and entertaining city dwellers and visitors.

With his family history and many summers spent with his dad at work, Felico realized that the food business was a natural for him. After high school, he worked the summertime street festivals in New York City by selling Italian sausage and steak sandwiches. During the slower months of the year, he built a regular clientele by selling his grilled entrees from a fixed-up, old trailer he parked in an industrial section in Queens, N.Y., behind John F. Kennedy International Airport.

As Felico's reputation grew, so did the lines of customers at his roadside grill. Next, he set up business in the parking lot of a home improvement store. Business did so well that Felico focused on expanding his business. At the time, however, street vendors were unable to secure more than one business permit in New York City, so Felico decided to look for other markets.

Lowe's Provides the Hungary Crowd

In answer to a business proposal, Lowe's Home Improvement Warehouses invited Felico to Richmond, Va., to taste-test his business concept in front of four of its locations.

"I was young with a lot of energy -- almost too much energy," said Felico. "I came to Richmond on a hope and a prayer that my business would succeed outside New York City. Yet, never did I really worry about failing. I just kept going."

Felico continued, "Lowe's turned out to be a great fit with my business. Lowe's customers are my customers. As an added benefit, than means they basically do my marketing for me."

Today, Felico has a long-term contract with Lowe's for placing Dominic's of New York^® kiosks at many of their locations nationwide. Opening later this year are another 10 kiosks outside Lowe's and three mall locations.

Franchises and Retail Products Are Additions to the Menu

FoodNet Franchising, Inc. began offering franchises for Dominic's of New York^®. According to Felico, the company is entering the franchise business slowly to help ensure its success for both franchisees and FoodNet Franchising, Inc.

"For our franchises, we look for people with the desire, dreams and ability to work hard to make the business go," said Felico. "For that type of franchise owner, we're willing to help at every step along the way."

The Makings for Good Business

Felico prides his business on its exceptional quality of food, customer-friendly service, unquestionable cleanliness and repeat business.

"New menu items are always running through my head," said Felico. When creating new menu items, he typically starts with customer suggestions. Recently, a regular customer at one of his locations recommended a buffalo chicken sandwich with blue cheese and hot sauce, which Felico admits "even took me from left field."

Dominic's of New York^® owns the rights to its proprietary Italian sausage recipe as well as its spice mix and preparation method for steaks.

"[At Dominic's], we're real, real particular about the vendors we use, the quality of our food and the way we prepare it," emphasized Felico. "Food brokers call on us all the time to try to beat prices. But to us, price doesn't matter. We demand a taste test first.

Family and community are essential ingredients to Felico's success.

Dominic's of New York^® has a strong commitment to the community and actively participates in fundraisers and other activities of local charities, organizations and schools.

Still somewhat of a family business, Felico said that over the years, his wife Diane has contributed more than her fair share of hours behind a grill and tending to business.