Pizza Today - June 2016 - 54

the idea of the tumblers sticking around
customers' cabinets and desks. "We've
got so many Instagram posts and
Facebook posts where kids are fighting
over the only Goodfellas cups in the
house," Coats says.
Even better advertising? They pump
the heat from the oven right out
onto the street, so the whole block
smells like -- what else? -- pizza. It's
a mouth-watering move that gives
Goodfellas a leg up on the competition.
Despite their emphasis on
local community, Boggs and

successful -- actually listening to the
customer and providing top-quality
products no matter what. That's what
we look for. If we can find a better
product, we're going to us it."
It took Boggs and Coats five
years to open their second location on

the nearby campus of the University
of Kentucky. Why the lengthy pause?
Coats and Boggs say they wanted to
build up their client base and some
capital and encourage word-of-mouth
publicity before making a big move.
Although their second location is just a
few blocks away, they don't cannibalize
their own clientele. "There's different
demographics there," Boggs says.
In 2012, Boggs and Coats ventured
a little farther north to the Cincinnati
suburb of Covington, Kentucky, but
this time they added an adventurous
bar in what could only be described as
a "speakeasy." That store offers 400-plus
bourbons and a complex craft cocktail
menu that helps set Goodfellas apart
in that area. "We're talking infused
ice -- we're talking chili pepper and
watermelon infused so that as the ice
melts, the drink changes and evolves
the cocktail -- and a lot of preProhibition style cocktails," Coats says.
In 2014, Goodfellas' fourth location
5 4 / P I Z Z AT O D AY. C O M / J U N E 2 0 1 6

opened in downtown Cincinnati
and has become the company's top
producer. All four utilize a quickservice concept, even in the locations
with full bars. "Our concept, it's
different to a new market but
(customers) really learn it and they like
it," Coats adds.
One of Goodfellas' main
philosophies is its commitment

to the local community. Even the
company's name and logo was decided
by local contests. "We love being in
our restaurants," Coats says. "We love
plugging in locally. ... Some people do
articles on us, and they call us a 'chain.'
We were crushed. We're like, 'We're
not a chain!'" The pair sits on a number
of local boards and groups in their
respective communities.
"A lot of people ask us for donations,
but we like showing up at their events.
We like feeding all those people," Coats
says. "That's our contribution to helping
a good cause."
"Nothing beats word-of-mouth
advertising," Boggs adds.
Heavy Goodfellas theming can
be found throughout the company,
from signature pizza boxes to t-shirts.
All their cups are branded plastic
containers, and Coats and Boggs love

Coats still see potential for regional
growth. They're currently scouting
locations within a three-hour drive
of Lexington, including a deal in
Knoxville, Tennessee, and another store
in Lexington. "We want to go where
there's a void, and we've got our eyeballs
on a couple of spots," Coats says.
All four stores are company owned,
and that's how they plan to keep the
model. "We get contacted by a lot of
people who want to franchise, but I
don't think we're ready to lose that
home-grown feel," Coats says. "We love
going into the restaurants and talking
to our customers."
Despite opening restaurants close
together in Lexington, Coats and Boggs
don't worry about cannibalizing their
own business. They like smaller spaces
because the restaurants always look full
and create an energetic atmosphere.
"Our numbers, they're still increasing,"
Coats says. "We find where people are
having fun and we put a shop there. It's
a pretty simple concept. It's just finding
the right location and being patient. We
don't want to just go into a place and
sign a lease unless we know it's a home
run. We love home runs." n
MANDY DETWILER

Pizza Today.

is managing editor of
http://www.PIZZATODAY.COM
Pizza Today - June 2016

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