Welcome to Peppers Restaurant

Valley Forge Shopping Center

King of Prussia, PA

Peppers Restaurant hits stride after relocating to shopping center

By: CARL ROTENBERG , Times Herald Staff 01/20/2004

UPPER MERION - A family-owned Italian restaurant that moved to a larger space in the Valley Forge Center nearly three years ago has profited from the increased seating. The Peppers Italian Restaurant serves complimentary roasted peppers with each dinner. The 225-seat restaurant moved March 7, 2001 into a 6,500-square-foot building that previously housed the United Artists Queen Theater. "Business has been excellent," said Sal Bello, the co-owner of Peppers. "The business has more than doubled in three years time." Bello attributed the increase in business to an expanded parking lot, a bar area that can seat 100 patrons and additional seating for dinner patrons. Private parties in a smoke-free dining room off the bar also contributed to the bottom line. The restaurant served 150 private parties, from 25 to 80 persons, in 2002. The catering business for baby showers, rehearsal dinners, funeral luncheons and business meetings grew to 200 parties last year, said Frank Veramonti, the co-owner of Peppers. "This year we expect to do over 250 parties," said Veramonti. In March the restaurant will present a new lunch and dinner menu. The lunch menu will include more wrap sandwiches and a Salisbury steak for patrons on the Atkins diet. A Valdostano chicken cutlet with sautéed spinach, proscuitto and mozzarella cheese and a Marsala wine sauce will be added to the dinner menu along with an additional veal dish. On a busy Friday or Saturday night the kitchen, headed by chef Joseph Martino, serves 300 entrees. The top sellers are a seafood pescatore, a shrimp puttanesca and some of the daily specials. Full-coarse entrees range from $9 to $17 and the specials are $14 to $20. In the past three years, employment at the restaurant has increased from 18 workers to 36. The restaurant employs 18 servers, six bartenders and 12 kitchen workers. Veramonti and Bello opened the original, 100-seat Peppers Restaurant 10 years ago in the Valley Forge Center off Route 202. They transferred the liquor license for Peppers from The Inn, which Veramonti operated from 1968 to 1994 in the Valley Forge Center with his late brother, Merrell Veramonti. Veramonti and Bello became partners in 1986 when they opened Meryl's Restaurant in Horsham. They sold the 140-seat restaurant in 1993 to open the Peppers restaurant in Upper Merion. Bello owned the Baskerville Restaurant in Buckingham, Bucks County from 1986 to 1995. He recently sold the Sports Corner Tavern in Pottstown in December 2003. Bello spent his early years in South Philadelphia and moved to Bridgeport at the age of 10. Both he and Veramonti grew up in Bridgeport together. Bello graduated from Bridgeport High School and Veramonti graduated from Bishop Kenrick High School in Norristown. Veramonti worked for 10 years as a barber before he opened The Inn with his brother. Bello operated Bell Loans in Norristown from 1971 to 1979 and AAA Associates in King of Prussia from 1979 to 1990. The restaurant will host a free, half-time buffet for the Super Bowl on Feb. 1st with chicken, pizza, pasta, hot dogs, roasted pepper and vegetables. Last year 80 people enjoyed the buffet, Veramonti said. Live music is scheduled on Friday and Saturday nights to build the bar business. Raucous Brothers will play this Friday and Central Harmony will play Saturday. On Tuesday, the bar has Karoake and Wednesday is Trivia night starring JoJo Brugnoli. Starting in March, Thursday will be Oldies night. Carl Rotenberg can be reached at crotenberg@timesherald.com or 610-272-2500, ext. 350.

ŠThe Times Herald 2004

Pictured above are: co-owner Sal Bello (left), Karl Duncan, general manager (center) and co-owner Frank Veramonti (right)

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