memoir

Legendary Pennsylvania Restauranteur Joseph Costanzo Jr. Reveals all in Tasty Memoir with “On The Rocks”

Legendary Pittsburgh Restauranteur Joseph Costanzo Jr. Reveals all in his Tasty Memoir with “On The Rocks”

On the Rocks chronicles the real-life journey of restaurateur Joseph Costanzo Jr., from his rise to success in the 1990s as a owner of the highly acclaimed Primadonna Restaurant, radio host, columnist, and aspiring politician to his sharp fall in the early 2000s, ending in an investigation and a stint in federal prison.

Costanzo is a complex character, whom readers will admire for his confidence and rebuke for his arrogance, will love for his generosity and despise for his egotism, and will learn from in both his attention to detail and lack thereof.

This driven, not-your-average-Joe is an unforgettable character who achieves the seemingly impossible but can’t help getting in his own way. Come along with Joe for a bumpy ride on the rocks

On the Rocks: The Primadonna Story, co-written by Maria C. Palmer and Ruthie Robbins is available now on Amazon, BarnesandNoble.com, Walmart, Target.  Signed copies at the Heinz History Center. Also follow them on Facebook and Instagram.

Today, we’re having a conversation with all three: Joseph Costanzo Jr., co-writers Maria C. Palmer and Ruthie Robbins.

The conversation has been edited for clarity and length.  Find the un-edited conversation on our FlavRReport YouTube channel.

Something that I find amazing, this book has been 17 years in the process. Is that an accurate piece of trivia?

Maria C. Palmer: 100%. Yes, that is a very accurate piece of trivia.

So way back 17 years ago, what sparked this for you?

Maria C. Palmer: A couple of things. I think that because the restaurant was such a significant part of our lives, and it was always the highlight of my father’s life. Once it went away, the spark kind of went away, too. And I wanted to bring that back in my Dad. So I started asking him lots of questions about his life. Specifically for a family history. At the time, being a writer myself, in addition to grant writing, I’m also a writer and I can really spot a good story that has commercial value.

On The Rocks co-author Maria C. Palmer

On The Rocks co-author Maria C. Palmer

There were just so many wonderful elements to his story. So I started recording some vignettes of different things that had happened throughout his life. But not really knowing and or intending at the time that it would be a book. 

But as we went on, I saw that the potential was there and I was lucky enough to still be in contact with my former teacher, Ruthie Dines Robbins and brought the project to her and asked her if she would be willing to work on it with me.

It was really from there that we decided it would become a book and that we would work together diligently for probably 10 years together.

Ruthie Robbins: I’m only 7 years.

Joseph Costanzo Jr.: They had it in Maria’s voice originally. Ruthie was in a book club and they said, “Put it in Joe’s voice and they had to go back and change the whole book.”  I watched 11, 000 emails back and forth. 

Ruthie Robbins: We were not primarily emailing. We were mostly talking and texting, and that year was the pandemic year. So I was off teaching that winter and the following fall.

 

Before we get into the restaurant itself, what was the writing process like?

Maria C. Palmer: I can speak to the family history and just the overall process of it. It was really challenging. Because whenever you’re writing a memoir or a biography, You’re not writing a Wikipedia page. So it’s not from the time somebody is born until the time that they pass away.

You’re picking the most poignant time in their lives. Not only cherry picking all the good things that happened during that time period, but you’re picking some of the challenges too, because that’s what makes a good story. 

It was challenging to figure out what the storyline was going to be and sometimes to tell those hard parts of the story.

What was even more challenging, was just the nebulous nature of the publishing industry.  I just thought you wrote a book, it’s on Amazon and then people buy it. And that could not be further from the truth. Query letters.  Polished one page, a 90,000 word manuscript.  A whole book proposal.  An entire business plan of why we’re writing the book and why it’s going to sell into the market. Requiring that much to not even get a thanks,, but just no response whatsoever.

Ruthie Robbins: Totally agree. The writing was not arduous part because Maria and I get along so well.. We’re real partners, but this publishing thing.  We really didn’t understand the process, so it is difficult, and especially in this genre, [competing with] the celebrities and athletes and reality stars who wrote memoirs.  They want a name on the shelf that someone will pick up in a bookstore. 

 

Mr. Costanzo, one of my favorite parts of this book is the wine mentions.  Tell us your “Pin on the wall” story.

Joseph Costanzo Jr.: Yeah we’re in a tough neighborhood, but we brought in a lot of people outside the area and upscale people,  limos, what have you. 

I had a bus boy and he was a really good worker. He became a server and he came to me after he got the drink order and said, ”what’s a pin on the wall?”

I never heard of a “Pin on the Wall”. So we went to the bartender. He didn’t know either.  We looked it up, nothing. 

So I went out there to ask the customers, so we could make it for them  – and one of the most mortal sins at the Primadonna was making Joe Costanzo look bad – I said, excuse me what’s in a Pin on a Wall and they all started laughing. The guy said, “Pinot Noir.”

They’re laughing at me.  That’s bad. So I went in and I really did a job on this kid.  My wife grabbed me by my tie and pushed me downstairs to my office.

I was in this kid’s face because he really wasn’t real serious about the situation.  If you’re going to be the best at what you’re doing, you can’t be messing up like that.

He ended up being great.  Chris, who was the server, became a maitre’d and a great employee of mine.  He was very loyal. I really went overboard with him and I did feel bad about it. 

 

Reviews are incredibly important.  The amount of work and effort you put in to get your Four Forks Review. Tell us a little bit about what happened.

Joseph Costanzo Jr.: Because the area was an old steel town which had a reputation of a lot of fighting, a lot of drinking, a lot of drugs, nobody would come into that area to eat.

I knew I needed credibility, and the only way I would get credibility was through the Pittsburgh Post, because the dining critic, Mike Kalina,  who was a syndicated columnist, had tremendous credibility. KDKA TV, Post Gazette, New York Daily News.

For two and a half years, I kept reaching out to him.  This is in a time before cell phones and emails.

But I knew if he comes down and gives us a good review, people from outside the area, from the upscale areas of the city are going to come in.  That’s what happened. 

But he did say to me, “You deserve four, but I’ll only give you three because you’ll never handle the business.” 

That Friday night, June 3rd 1988, he was 100 percent right. People were lined up at the door. I was used to doing 10-15 dinners a night. We did over 200 dinners that night and it was a total joke. People waited two and a half hours. When food came out of the kitchen, people actually applauded. People were begging me to get him a bottle of vodka because they couldn’t get a drink at the bar. 

We were short of service. We were short of bartenders. I made it all work in the next couple of weeks and I hired people.

 

I don’t want to ruin the upcoming movie or TV series, but when you trimmed it down, how much heartbreak was there in cutting out so many stories?

Joseph Costanzo Jr.: It was very tough. We had a book signing in August. I kept telling people they were in the book, and they were in the draft I read.  But there were final touches that I didn’t see and we lost a lot of names and alot of stories.  So I really felt bad. I found the actual early draft and sent copies to those people.  This should be in a book, but it will be in the movie, I guarantee you.

Ruthie Robbins:  It was so hard. We did a lot of fact checking when we wrote, because memories are so unreliable. We talked to people who were in the original book [draft] and they expected to be more.  And on top of that, you try to end the chapter on a cliffhanger.  When you take out a story that changes the number of pages in the chapter, it changes the pace of the book.  That was a terrible editing challenge.

Maria, what was that like for you as the author and the daughter?

Maria C. Palmer: Originally the book was written partially in my voice and partially in my Dad’s voice. It started chronologically for me in my twenties and [had] flashbacks because the story starts in 1986 and I was very young at that time.  It was confusing and it didn’t work.  Everything that I wrote and all that I put my heart and soul into  was all cut from the book. So now I have another book project that I’m working on.

But I will echo what my father and Ruthie said. It was hard because everybody did have a significant piece to the Primadonna story.  

 

Mr. Costanza, it would be an easy assumption to say you’ve lived a big life. Are there one or two things you would have done differently in the stories of the book now looking back on them?

Joseph Costanzo Jr.: Sure. When you are hitting all home runs, you tend to believe that everything that you do is gonna be a home run.  I had the most popular restaurant in Western Pennsylvania. Maybe I’m going to do something else, maybe I’ll go into politics.

I spent about $300,000 of my own money to put my name out there. Most people loved Joe Costanzo, but now when you get into politics it’s not that way. So that was probably my biggest regret.

My wife begged me not to do it. She said, Joe, we have a miracle here and you’re going to try for another miracle. And she was right. You may or may not like Joe Costanzo when you read the book, but you will love Donna Costanzo.

Joseph Costanzo Jr.: And that’s bottom line. Everybody says the same thing. Joe, it was great. What he did is impossible, but his wife was a saint for putting up with all this stuff that a restaurateur has to go through. 

The theme of hospitality comes out in the book, but you so clearly love people.  What has it been like getting all these people’s responses to this story?

Joseph Costanzo Jr.: This has been unbelievable for me. People are very happy that this all happened this way.  I treated people really well and people wanted to reciprocate.  So exhilarating to me. My life has been very boring, but now it’s really gotten to the point where it’s been great thanks to Maria and Ruthie.

Ruthie Robbins: It’s heartwarming. Especially from former students, the outpouring has brought me to tears sometimes.  It’s reconnecting with people over the book. That has really been so wonderful

Maria C. Palmer: This has been such a 17 year journey. I always believed that there was something special about this story.  Seeing that exactly what I felt in my gut for 17 years is actually playing out in real life.

Whenever we’re in Pittsburgh, it is almost surreal because people are talking about “On The Rocks and it’s really cool and crazy to know that something that you created means so much for people.

Joseph Costanzo Jr.: The big thing which is amazing to me is that the book came out August 8th, 2023. For two weeks, the book was the number one bestselling ebook on Amazon for culinary memoirs. Ahead of Anthony Bourdain’s, Kitchen Confidential and Stanley Tucci’s Taste “On the Rocks” for over two weeks was the number one overall best-selling ebook. Now that’s hard to believe because this was just a Western Pennsylvania thing and Bourdain and Tucci are worldwide known authors and entertainers.

Tell us where we can find the book and all the ways we can keep in touch with this story.

Maria C. Palmer: So the book is really wherever books are sold.  We’re on Amazon, BarnesandNoble.com, Walmart, Target. We’re also at most bookstores.   Also on Facebook and Instagram.

Ruthie Robbins: There’s also signed copies at the Heinz History Center

Give Dad Adventure and Family for Fathers Day, Chris Jankulovski book Near Death Lessons at Amazon now

Fathers Day is coming up and every family is searching for Dad’s perfect gift.  Chris Jankulovski’s book Near Death Lessons offers story of family, adventure, motivation, and life lessons.

I had the opportunity to sit down with Chris Jankulovski (via zoom) to talk about his Father’s Day wishes, business success, family, health concerns, empowerment and more.

The conversation has been edited for length and clarity.  Watch the full conversation on our Youtube channel.

 

Congratulations on your new book, Near Death Lessons. 

 

Thank you. Been a journey to get it out there, but I am so honored and privileged to do this work. 

It is an inspiring and a motivating book, and I would say equally important is not only is it inspiring and it’s motivating, but for somebody who wants to break-through, you actually give us the lessons that you use to accomplish it so we can follow those lessons as well.

 

 

What was the hardest part of writing the book for you?

 

Friends tell me, Chris, you gotta write a book, man. Seriously, you’ve got some wild stories. It almost killed me when the tumor bursted in my head. I couldn’t walk, couldn’t talk. I was in bed for three months.

I knew that the moment I could stand upright, I wanna write a book for my sons. I want them to know who their father was.  Because yet again, I just confronted a serious adversity where 60% of people normally die on the operating table. I somehow survived it. I’m the lucky 40%, and I just had my operation one month before the birth of my second son, Billy.  And I wanted my six year old and my new son to know who their father was.

I’ll give you a timeline.  We’ll plot it all, and then we’re gonna give it to a ghost writer who’s gonna somehow be able to direct our story. Then we’ll put the muscles in it, and then we’ll build it all up.

And that’s the journey I went on until I gave it to an editor who completely shut it down and it took me about a a year to correct everything. No kidding. 

 

Okay. So how long from the moment you started with your writer through the editing process, what was the timeline from inception to on the shelf?

 

Oh wow. So the first year after my brain operation, I’m still writing this book. A year later, I’m in the pool, rehabilitating [with the book notes] still in front of me.

I’ve got this diagnosis of doctors telling me, Chris, you gotta have these cancers removed asap. They’ve taken off. I don’t know if your kidney is gonna survive removing six cancers. You might be on dialysis. Doom and gloom.

I’ve just gone on a journey of learning how to walk and talk for eight months. I’ve got so many defects going on. 

My tongue didn’t half work. I couldn’t even talk. It was affecting my speech. So I’m there in this scenario and at the height of my worst moment in life, I’ve got this outlook. That’s a disaster. 

'Near Death Lessons' by Chris Jankulovski

I’m trying to run in the pool because I’m learning how to walk properly and I’m about to confront this adversity again.

I’m thinking: Why am I buying a future that no one knows? This is all just estimates, predictions, guesswork. I don’t have to accept this. What if I dare hope that the best is yet to come? Why don’t I look forward to the life ahead of me? That it’s the best? 

And that was the most pivotal moment in my life because, I went from a $4 million house to a $16 million house.

Eight months later, I go off to double my business from 8 million to 16 million. I go off to do all these things, and now I’m in America taking it to another level. 

I was in the hospital room, that’s year one by the way.  I bargained for my life because things were not looking good, that’s when I decided to take my story public.

And since the moment I’ve taken the story public. I wrote the book initially because I didn’t want to give any advice to my sons because I didn’t want them to hate me from the grave. I didn’t wanna just share my story. I wanted to share the lessons.

I wanted to share the things that have transformed my life. So I hired a resilience consultant, and I said to her, can you please read my book? Put a spotlight on how I respond to adversities compared to a more common response because I just keep bouncing back stronger.

She read my book five times. We ended up having 26 zoom sessions, and then from that we unearthed 11 distinctions. We gave those to instructional designers which then they came back to me with the five life lessons that I shared in the book.

That’s a heck of a journey. Tell us about some of the diagnoses you’ve had all the way back from your teenage years.

 

So at the age of 19, we went to a specialist clinic to understand what was causing tumors in my eyes. The doctor was puzzled.  There was this new genetic testing going on. So I had the genetic test done.   I [was diagnosed] with Von hippel-lindau syndrome. A hereditary condition, means maybe your mom and dad have got it. I go, no one’s got it, okay?

The average life expectancy is 30 years, so you’re probably gonna have a short life and you’ve probably got cancers now. 

I was like, what? I’m gonna be dead by 30. What do you mean? That was my brutal wake up call and I went to my car and I cried.

I couldn’t relate to anyone with this problem. I told my parents, I told my friends, I couldn’t connect with anyone about this. I just decided to ignore it. I thought if I pretended deep down I never got this, perhaps it would disappear.

So that’s what I did. I ignored it from the ages of 19 to 32 when my first brain tumor finally caught up. And when it did, it almost killed me. It was so big –  five centimeters. I had to contour my body to go to the toilet and had these weird electric shocks running down my spine.

When I got the operation, I transformed. I looked at the sky and I said, God, kill me. I’ve had enough of living this victim life. I’ve had enough of being disempowered, always reacting to my circumstances.

I choose to focus on life. I choose whatever happens. I’m gonna choose to make the most of whatever life I have, but I’m not living like that anymore.  So that was a pivotal moment. 

I’m now 50, so I’ve had a good run for the last six years. At age seven, my appendix burst, almost killing me. Two weeks in hospital. At the age of 21, I almost drowned. 

But one of the first times I crossed over, out of body kind of experience and a different time dimension was a few years later, 25, when I woke up [during] an eye surgery, I felt the needles sliding on my eye, like on an egg, and they’re poking in.

I woke up and flatlined. I was looking down at myself.  I could see the machine flat-lining until everything went white. And then I felt like I was in a different time dimension. I just felt ‘Whoa. Where am I? Let’s go. Hey, I’m not going anywhere. It’s my sister’s wedding soon. And then I snapped back into life again with the nurses all about to zap me.

So that was at 25 and then at 32 is the brain tumor. And then two months later was the removal of my right kidney because it was occupied by cancers. Some as large as four and a half, five centimeters. Which is way too dangerous. They’re all very aggressive..

The reason why I called that a near death experience as well is because I survived my cancer battle and it didn’t spread. It killed my dad, it didn’t kill me. And then two years later, I had to remove four large cancers from a remaining left kidney. 

A decade later, another six cancerous kidneys.  Before that one was the second brain operation to remove two tumors in my head, and that was the most serious. 

 

Let’s talk about a deliberate life. You mentioned it in your book, what does a deliberate life mean to you and what are the main steps? How do we get there?

 

I have nearly died, came back to life, and every time that happens, it’s like a reset button in my heart.

Everything’s up for grab: my values, my behaviors, my patterns. Because I’m back again. You go through many of these experiences.

Everything you’ve been holding true gets re-evaluated, and therefore, all of it – fears, insecurities, all gets washed away. And what remains is what’s most important and true. For me, every time I go through these experiences, I get an onion layer experience. I get more to the core of who I am and who we are.

All of us, including me, are remarkably powerful. I can’t believe the more I get to me and the core of my authentic me, the more energy, the more light, the more vibrancy, the more drive, the more of everything is there. 

I’ve always been spending money looking for advice and solutions outside myself.  Deep down, the biggest lessons I’ve learned in my life was when I meditated in silence for three weeks in India.  Silence. Every time I nearly died, I’d go into this black void. Vibrancy, energy, and I don’t understand why I’m still consciously pressing, but then when I return, now I know I’m gonna say something really taboo, but life and death coexist in my mind because when I close my eyes and I’m in this black void, if I can meditate to a point where I’m outside of my sense of skin, brain patterns, feelings, and just be presently alert of my awareness.

Man, that’s the same space I go to when I’m in a different time dimension. Hence why I believe that life and death coexist and that fuels me. That just fuels me even more because our mortality is what should fuel all of us. Why? Who are we to take our time for granted here? 

This drop of time that we have here, how selfish of us to be caught up in our own doubts and fears and insecurities. We are so much more than that. 

There is just this magic and energy in us that wants to drive. Follow that drive, follow that energy. Don’t restrict it.  It communicates in feelings and glimpses of vision.

I live a deliberate life because of these adversities, and I keep coming back to life.  I wanna optimize. If I’ve got anxiety. If I was to listen to Steve Jobs, live as if it’s your last day of life. I get anxiety. I can’t be strategic, I can’t plan. I’m always challenged every year with my scans.

So the way I play this game is every year when I get a MRI scan for my brain and spine and kidneys and all this stuff. When I get the results of those scans towards the end of the year, I see them as a certificate to go live life to the fullest. So I get this scan results. I go, yes, I’ve got a free run.  Then that following year, I’m bolting. I’m a hundred percent, I’ve got one more year to live. I see every year as if it’s another year to live. 

What I’ve realized over 30 years of doing this is,  I can’t live deliberately, so I can’t live my life to the fullest every year unless I’m living deliberately and I can’t live deliberately unless I have clarity with what I wanna do, because otherwise I’m spending time on all these things that aren’t important.

I linked my goal to an image and I put it on a board because visually I know that the only way my subconscious relates to this is by image and feeling. Now, I know people call it vision boards, but they’ve got it all wrong. You gotta really link an image to a goal.  That image needs to excite you.   That simple solution allowed me to focus my energy throughout the whole year towards these things. 

 

You offer a ‘free gift’ in your book.  Can you give us a sneak peek of what it is?

 

Since I’m talking about life so much and living life to the fullest I wanted to show people the 10 things that were often affecting me and stopping me from living a life to the fullest.

What does success mean to you? It’s different for everyone and so is living life to the fullest.  But, for people who are driven, success-oriented, ambitious people,  they would relate mostly to this because that’s who I am.

I wanna spend more time with my family. I wanna smell the roses. I wanna see how far I can go and I wanna see the kind of impact I can make because I don’t wanna just pass and it never even be known that I even existed.

So living life to the fullest means you are embracing your true power. You are embracing and optimizing your most important resource,  your time. You are embracing the fact that you’ve got an ability to create. 

So if we can do these simple things, we can achieve our dreams. That’s as simple as that. If we’ve got the right mindset, if we stop responding to life as if we have got no control, if we are always victims of it, I’ve been thrown these incredible blows from the universe.

So many battles outside of my control. I refuse to not take responsibility. I actually take responsibility. Look, the tumors happen genetically, but I take responsibility. It’s a game. Okay? It’s just a game. It’s a game of self-empowerment.

 

Chris Jankulovski’s book, Near Death Lessons on sale at Amazon now.

If we want more from you, where do we find you? What’s your website? Where do we find you on social media?

 

I’m building ChrisJankulovski.com and then you’ll be able to access other things. 

 

What does the future look like for you?  What are you gonna be up to next?

 

I’m developing my personal brand and what that represents to the world.  What that represents to the American people.  What I strive to do in terms of impacting.. 

I’ll be working very heavily on my business, but I’ll also be putting myself out there to meet people, to talk to people and more media of course.

When I said I’m gonna inspire millions, this is the deal. And that deal isn’t just writing a book. That deal is to connect with people. One-on-one or in groups or to speak, and not because I’m looking to become a speaker, but because I’m looking to deliver this incredible energy, this incredible passion, this incredible lessons and distinctions with no bullshit on what gets results and how what you gotta do to optimize your most important time here on Earth.

Chris, I wish you huge success with the book Near Death Lessons. I think there’s so many lessons about either launching a new life or breaking through.  It’s a great New Year’s. Gift and a great Father’s Day gift. 

Thank you mate. 

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