Father-and-Son Duo Behind Beloved NYC Italian Restaurants Become Multi-Unit Franchisees with Toastique

Going from owning a restaurant that specializes in Italian food to one that makes gourmet toast might be difficult for some, but for the father and son duo of Michael and James Simone, who will soon be opening six Toastique franchise units in Westchester, New York, it’s easy when you have a legion of fans who love you. This isn’t the father and son team’s first experience with business ownership. Before the pandemic, the pair had two Italian restaurants one in Manhattan and one in Brooklyn where they established a loyal fan base. Despite having to close their doors in 2021, their customers have stayed in touch, patiently awaiting the pair’s next restaurant venture. Now, their fans look forward to visiting them at Toastique.

Michael has been in the restaurant industry for over 30 years, and James has a considerable amount of experience, as well, having started working alongside his father when he was just 14. Despite what people say about working with family, the two love being in business together and are looking forward to working together once again.

1851 Franchise spoke with the Simones to find out more about their journey into franchising with Toastique. 

1851 Franchise: Frame your personal story for us. What did you do before franchising, and how did you decide franchising made sense for you?

Michael: I've been in the food business for 30 years. We had a restaurant in Manhattan; it was an Italian restaurant called Luciano’s. It was a quick service restaurant where we had counter service where people went and got panini sandwiches, pizza and salads. 

We also had a pasta bar where you would go up to the counter and pick your pasta. It was in midtown Manhattan, so we had a lot of office, retail and tourist people come in. Then we opened the second restaurant in downtown Brooklyn, and it had full waiter service with a full bar as well as counter service. Happy hour was the big thing in the evening because people would get off work and come by for a drink. We made a lot of friends and were known as the Cheers of Brooklyn.

James: I started helping out when I was really young. I was frying chicken cutlets at 14 years old. If the dishwasher didn’t show up, I had to wash dishes. I just did whatever needed to be done. I knew there was money to be made in the front of the house, so I quickly became a busboy, then waiter, then bartender. Eventually I managed the restaurant, but it closed in 2021 because of COVID. People weren’t at work as often, even when things opened back up, so they weren’t coming in for lunch and after work for drinks. 

I ended up going to manage a rooftop bar in Times Square. We always wanted to get back to owning our own restaurant, though. We thought about doing it privately, but franchising just made more sense.

I always say that if my dad was a lawyer, I’d have been a lawyer, but he owned a restaurant. 

1851: What was your perception of franchising prior to becoming a franchisee, and what do you want people to know about franchising now that you are in it?

Michael: All franchises are different. It was important to me that we found a concept we liked and one that had quality food. We were looking for something that was already successful. With Toastique, the founders are equally involved; your success is their success. We liked them and they liked us.

James: I used to think franchising felt like selling out; it’s not yours. But when we looked into Toastique, we loved what they did. It's very progressive as a brand. The corporate team cares about the quality of what you’re doing.  

Some franchises dictate who you buy your food from, but Toastique lets us source some local items, and we can make it more our own. We liked that. 

1851: What made you pick this brand? What excites you most about this company?

Michael: The food is good, which is what is most important to me. It’s made from fresh ingredients. I have an Italian background, so I have old school views when it comes to food. When I tried the food at the Toastique in New Jersey, it was good. I thought to myself, I could eat this. 

James: We met the corporate team, and we really liked them. We love how hands-on they are and the community-based feeling of the brand. 

1851: What do you hope to achieve with your business? What are your plans for growth? 

Michael: We are opening up six locations in Westchester right now, but we would love to expand into Connecticut, maybe into Stamford and Greenwich. The rent in the city is astronomical, so we have to account for that.

James: The sky's the limit for growth. We just want to be successful. Our other locations could help support future locations that we want to put in more competitive markets. Firstly, we want to bring something great into Westchester. Westchester is our community and it’s a good fit for us, so we are happy to start here. We just want to keep making good food and making people happy.

1851: What is the one thing about your story you want us to know?

Michael: We wanted to grow our previous restaurant before the closure, but it didn’t work out and it’s been a long road since then. James and I make a great team; he’s good with the customers. I’ve also found out that retirement would not be for me because I've been home, and after a couple of months, I realized I need to get out of here! 

James: I'm just happy to be back working with my dad again. When our restaurant closed, we were really disappointed about that. It's been a long three or four years that we've been looking for a new place. We’re just so glad to be back with each other doing what we love to do. 

1851: What advice do you have for other people thinking about becoming a franchise owner?

Michael: You have to work at it, and you have to enjoy it to be successful. I still have customers from my old place that call me up. They want us to come back there. It’s a little far, but some of them will definitely come and visit us at Toastique. 

James: This business is not for everybody. If you want to be a franchise owner, don't just jump into something just because it’s lucrative. You can definitely make money in it, but you have to really love it. You have to love what you do because it is hard work. You have to put the time in. I love the people. 

About Toastique: 

Toastique, a gourmet toast franchise founded in 2018 by former D1 collegiate cheerleader Brianna Keefe, believes healthy food should be simple to understand and appreciate, easy to enjoy, and above all, accessible to everyone. With a unique menu that includes toast-focused creations, all-natural smoothies, cold-pressed juices and açaí bowls, Toastique is truly unlike any other health-focused franchise on earth. After the flagship Toastique location in Washington, D.C., generated over $1 million in sales during its first year of operation, Keefe franchised the concept and has expanded it to include five units open in the D.C. area and over 65 franchise units signed across the country.