SACRAMENTO COUNTY AT A GLANCE
Population : 1.54 million (* 166,228 ) for opportunity between Stockton and Sacramento led us to Elk Grove ,” which had fewer restaurants per capita than nearby cities . Franco says they decided on a full-service restaurant because “ the character of the building we are in ( in Old Town Elk Grove ) deserved nothing less .” They prefer old brick buildings — “ We call it Brick House for a reason ,” Franco says — with character because “ half of what you ’ re coming in for is the experience , not just the food .”
How are duties divvied up ?
Geno and Franco are equal partners . Franco is mostly responsible for inventory and maintenance , and Geno handles the menu and public relations . Since opening a second location in downtown Lodi in 2019 , however , Geno spends most of his time in Lodi , and Franco is primarily in Elk Grove . “ The intention was never to do that , but it worked out best ,” Franco says . “ Most small decisions are left up to the individual , but any larger decision is discussed and agreed upon between the two of us .” The deal for the Lodi location on West Elm Street came together in 2018 . Just like in Elk Grove , the brothers were attracted to the building ’ s use of brick and Lodi ’ s demographics . “ Though we strive to attract everyone , our product and services relate to a more financially secure customer looking for a personalized experience they cannot find at today ’ s large chain establishments ,” Franco says . “ It isn ’ t that different with the exception of Lodi ’ s wine community . They keep us on our toes with our wine list selections .” Geno and his wife , Jennifer , have two children , Gianna , 16 , and Anthony , 14 , and Franco and his wife , Amy , have a son , Jake , 13 . Though the brothers are unsure if any of their children will eventually take over the business , Gianna has taken the most interest . “ She ’ s learning it all ,” Geno says . “ But she ’ s mostly learning the back-ofthe-house ( kitchen ) operations .”
THE 10-COUNTY CAPITAL REGION
What about the coronavirus ?
Like most restaurants forced to close indoor dining due to the coronavirus pandemic , Geno and Franco adjusted to stay in business . “ During the first month of the shutdown , we thought creatively ,” Franco says . “ We quickly adapted with special family meals ( for pickup ) and backed them with media , social media and advertising campaigns . On Sundays , we organized parking lot carhops to give customers a fun , safe option to get out of the house .” When it became obvious that indoor seating wouldn ’ t soon return , they developed outdoor dining for their customers . In Elk Grove , they received city permission to convert their parking lot , though it seats just 70 compared to the indoor capacity of 209 . Franco added sunshade sails , a large-screen TV , a firepit and cornhole . For the Lodi restaurant , which doesn ’ t have a parking lot , they were allowed to use the sidewalks and some parking stalls , creating dining for 60 ( compared to 215 indoors ). “ We ’ re keeping busy ,” Geno says .
How to fill the financial gap ?
The brothers give even more credit for the restaurants ’ success during the past several months to their participation in the Great Plates Delivered program in Elk Grove . “ We were about to expand into Brick House Pizza , which is more delivery friendly , when Gov . ( Gavin ) Newsom announced the Great Plates
Median age : 36.4 (* 36 ) Median income : $ 69,767 (*$ 85,556 ) County seat : Sacramento
Biggest cities : Sacramento ( 508,517 ), Citrus Heights ( 86,618 ), Folsom ( 75,897 ), Rancho Cordova ( 70,785 )
* Elk Grove data
SOURCE : HTTPS :// DATAUSA . IO
program ( in response to the COVID-19 pandemic ),” Franco says . The program , backed by the Federal Emergency Management Agency , the state of California and the City of Elk Grove , contracts with restaurants to cook and deliver three meals daily to older adults in the community . “ No . 1 is to get seniors fed , to make sure they are staying home and kept safe … so there ’ s no COVID exposure ,” Geno says . “ It also supports restaurants . It was built that way , to be a mutual senior- and restaurant-support program .” The Brick House in Lodi has a similar program to provide meals to people experiencing homelessness . With the two programs , the restaurants prepare and deliver more than 600 meals daily . “ They also allowed us to bring our staff back to full employment ,” Franco says .
Tom Couzens is executive editor of Comstock ’ s . On Twitter @ tomcouzens .
MAIN STREET profiles businesses in our 10-county Capital Region . If there is a business you ’ d like to see featured , please email tcouzens @ comstocksmag . com
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