Whitey Proietti started his food business in the heart of Rochester working in a pizzeria. In 1965, just graduated from high school, Whitey and his father bought the pizzeria. Business grew and in 1969, when his brother, Pat, joined the business, Whitey had plans to open a second place. Construction of the Webster Plaza caught Whitey's attention one day. He choose the plaza for his second location, which opened as one of the plaza's first tenants. Back then it was a pizzeria and bar. Ten years later, Whitey planned a change. He closed the pizzeria for three months and reopened as an Italian restaurant in 1980.