Primo Restaurant & Pizzeria in South Deerfield under new ownership

Claudia Rodas boxes up a pizza for delivery at Primo Restaurant & Pizzeria in South Deerfield.

Claudia Rodas boxes up a pizza for delivery at Primo Restaurant & Pizzeria in South Deerfield. STAFF PHOTO/PAUL FRANZ

Avery Keller, Alfredo Rodas, Oscar Rodas and Claudia Rodas at Primo Restaurant & Pizzeria in South Deerfield.

Avery Keller, Alfredo Rodas, Oscar Rodas and Claudia Rodas at Primo Restaurant & Pizzeria in South Deerfield. STAFF PHOTO/PAUL FRANZ

Primo Restaurant & Pizzeria at 4B Sugarloaf St. in South Deerfield is open daily from 11 a.m. to 9 p.m.

Primo Restaurant & Pizzeria at 4B Sugarloaf St. in South Deerfield is open daily from 11 a.m. to 9 p.m. STAFF PHOTO/PAUL FRANZ

By CHRIS LARABEE

Staff Writer

Published: 04-11-2024 12:39 PM

SOUTH DEERFIELD — After more than a decade in the previous owner’s hands, the Rodas family is taking the reins at Primo Restaurant & Pizzeria with plans to continue the eatery’s legacy.

The new owners officially took over the pizza, sub and pasta shop at 4B Sugarloaf St. from Ismael Alvarado on Dec. 1. The couple of Claudia, 32, and Oscar Rodas, 39, as well as Oscar’s brother Alfredo Rodas, 42, are excited about their new business venture.

“It’s a little bit scary and exciting at the same time,” Claudia said of taking over one of South Deerfield’s businesses. “We always wanted to have something of our own, instead of working for somebody else.”

“We already spent part of our lives working in different kitchens, so we always had that idea, kind of a dream to own a restaurant. … Finally that dream came true,” Oscar said. “I invite the community, the people, to come and meet us and give us the opportunity to serve good food.”

While the owners have been running the shop since December, they said they’ve been taking their time in making changes because Primo Restaurant & Pizzeria has been a successful establishment for well over a decade and huge, sweeping changes wouldn’t make sense. The business moved to its current location in 2011, when Alvarado took over the space from Georgio’s Ristorante.

So, instead, they’re starting small.

Claudia said they’ve been taking a look at the menu and figuring out how they could clarify the numerous meals they offer, while Oscar said he wants to explore weekly specials to draw people in. Other small changes, such as moving the pizza slices to the front of the shop, are also being made with a goal of streamlining the business.

The main focus, though, is creating a welcoming, family environment, where people can drop in for a quick slice, or they can have a sit-down meal with their kids. Another future plan is trying to obtain a beer and wine license.

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“People don’t like change, but some changes are good. I want to bring to Primo’s, to the community, a family [restaurant] … maybe add some TVs, some screens, to watch a football game or something,” Oscar said, adding that a beer and wine license would be a great draw for dinnertime guests. “I think it’s the perfect spot, you know — fried food, a pizza, sandwich, pasta, with a beer.”

Primo Restaurant & Pizzeria is open daily from 11 a.m. to 9 p.m. To place an order, call 413-665-3300 or 413-665-3335. The business is also seeking to hire a part-time cook.

Chris Larabee can be reached at clarabee@recorder.com.