Brand Building Begins with Story

Inspired by the desire to share a sense of family with others, Frank Brusco has built a portfolio of diverse restaurant concepts ranging from upscale dining to fast casual in New Jersey and South Florida.

“I’m a first-generation Italian from Brooklyn, so food and family have always gone hand in hand. When I moved to Holmdel and started a family of my own, I kept up our Sunday tradition, going to Nonna’s for her famous Sunday Sauce. That tradition inspired Patricia’s of Holmdel, and it all grew from there.”

The portfolio now includes Over Easy Kitchen, Gabriella’s Italian Steakhouse, and more recent ventures such as Gabriella’s Modern Italian, Madison Modern Social and Jackson Square Pizzeria.

Brusco’s brand building process always begins with one thing: story.

“With Patricia’s, it was about honoring my family’s traditions. With Over Easy Kitchen, the goal was to create something approachable and uplifting for the daytime crowd. Gabriella’s Italian Steakhouse was developed to deliver an upscale, energetic experience, while Gabriella’s Modern Italian in Florida brings that same spirit with a coastal twist. Madison Modern Social focuses on contemporary vibes, great cocktails, and elevated American fare. And with Jackson Square Pizzeria, we set out to bring high-quality pizza to a fast-casual environment in Jersey City.”

With each concept, he and his team take a hands-on, collaborative approach, from the vision and menu to the design and team culture. 

“Every detail matters, and it all has to align with the core values. It's like building a house, every element needs to work together to support the foundation.”

Of course, every concept brings its own set of challenges, from securing the right location to building the right team, Brusco stressed, but ultimately it comes down to providing superior service. 

“One big lesson is that no matter how good the food is, the guest experience is everything. The industry has changed dramatically, especially in the last few years. People now expect more than just a meal, they want atmosphere, service, presentation, and a personal connection. That’s pushed us to constantly evolve our approach. With a refined and elegant spot like Gabriella’s Modern Italian in Delray Beach or a high-energy venue like Madison Modern Social in Old Bridge, we pay close attention to how each location delivers on that total experience.”

Building and retaining a strong team is a significant challenge for restaurants, which Brusco addresses by fostering a culture of respect and value, providing thorough training, and setting clear expectations from day one.

“Many of our team members have been with us for years because they know we care and that there’s opportunity to grow. We promote from within, recognize hard work, and lead by example. A strong team comes from consistency, communication, and treating each other like family. That’s true across the board. When people feel connected to the mission, they stay.”

Both New Jersey and South Florida attract loyal, passionate guests who appreciate authenticity, quality, and new experiences, pushing restaurants to continually raise their standards and evolve, Brusco noted.

“In New Jersey, you have this mix of tradition and high standards. People here know good food, and they love discovering new spots with a strong story and great execution. Whether it’s a classic Italian steakhouse like Gabriella’s in Red Bank, casual comfort at Over Easy Kitchen, or authentic, hand-crafted pizza pies at Jackson Square Pizzeria in Jersey City, diners want authenticity and quality. South Florida is vibrant and constantly growing, it’s the perfect place to introduce bold, modern concepts like Gabriella’s Modern Italian in Delray Beach. Staying ahead of trends while preserving the identity of each concept is an ongoing challenge, but it’s also what pushes us to keep growing and improving.

Brusco advises aspiring restaurateurs to start small, stay grounded, be prepared to work hard, know your numbers, respect your team, and never lose sight of the guest experience. 

“Passion is important, but you also need patience, discipline, and the ability to pivot when needed. And remember, nothing beats authenticity. If your concept comes from the heart, people will feel that.”

What’s next for Brusco?  The horizon includes expanding Gabriella’s, refining the current brands, and continuing to evolve newer ones like Madison Modern Social. 

“We’re also focused on staying connected to our communities and giving back wherever we can. I still get excited to create something that brings people together. Every concept, from Madison Modern Social to Jackson Square Pizzeria, is another way to tell a story and serve a community.”