Growing up in Bound Brook, Joe LaCorte grew up across the street from Fairview Beef, a small butcher shop. As a restless 12-year-old, LaCorte would run over to the shop to sweep, wash dishes—anything to be part of that community.
The owners showed him the ropes, and while he was still in high school, LaCorte bought the shop and toggled between attending morning classes and opening for lunch at noon. The modest business eventually blossomed into the iconic Joe’s Meat Market in South Bound Brook, which LaCorte opened in 1991 and operates with his wife, Dolly, and son, Giovanni. Over the years, the market has developed a loyal customer base, populated by patrons-turned-friends who return for the fine ranges of quality, expertly cut meat, along with cheeses, breads, salads and sweets.
Joe’s Meat Market was fertile territory for the young Giovanni, a restauranteur-in-the-making who Dolly says exhibited an interest in cooking at 5. “He would make treats—ambrosia, granola bars—at home and bring them to school to share with the class,” she says.
When he was around 10, Giovanni started joining Joe at work. “He would be so excited to stock the soda case, make pizza boxes, wash dishes,” she says. “He started watching the guys cook on the line and realized that he wanted to help them cook, prep, cut vegetables, filet chicken—to the point when, at 16, he told the chef ‘Step aside. Let me do it.’”
Things accelerated from there. Like his father, Giovanni’s world became the restaurant, his passion to learn, to create, to grow driving him to improve. He started working breakfasts at Joe’s before school and circling back to cook when classes were over. “Giovanni added his own flair. He took the deli over, started smoking his own meats, brining corned beef pastrami—anything to elevate sandwiches,” Dolly says.
The passion of such a young chef caught the attention of Guy Fieri, who featured Giovanni, then 18, on his “Diners, Drive Ins and Dives” in 2022, making him the youngest chef ever on the show. “Guy was fascinated with Giovanni’s passion for cooking at such a young age,” Dolly says. “At the end of the episode, Guy gives Giovanni a knife with his autograph and said, ‘We need more people like you in this world, to make being a chef great again.’”
Where does a young chef go from that?
Why, to opening his own restaurant, of course. Last February, Joe’s Meat Market opened Giovanni’s Italian Restaurant next door. At 21, Giovanni is living his dream, creating innovative dishes and making memories for customers. “Giovanni is an old soul. He puts his heart and soul into every dish he prepares. He just wants people to be happy,” says Dolly. “A highlight is when diners ask if they can meet Giovanni. When he comes out of the kitchen, they’re clapping. He loves seeing people’s reactions and hearing what they liked, what they didn’t, what they would like different. He’s very in tune with his customers.”
In addition to serving up homemade pasta, Lobster Pescatore—linguini in a scampi white wine sauce with clams, mussels, shrimp, scallops and two twin lobster tails—and what Dolly calls “an absolute killer vodka chicken parm,” Giovanni also focus on making the perfect steak. “He gets his meat from Joe’s Meat Market, dry ages it and serves it with indulgent sides for a reasonable price,” Dolly says.
Couples can tuck themselves in to the “Romance Room,” an intimate space with seven two-top tables and a fireplace. Or guests can get boisterous with events like Limoncello Nights and Ladies’ Nights, not to mention enjoying milestone events like weddings, baby showers and bridal showers.
Dolly and Joe are excited to see what comes next for their son. “That kid’s ready,” she says. “He doesn't back down from any challenge or any opportunity.”
Visit giovannis-nj.com and joes-meatmarket.com to learn more about their culinary offerings.
"He loves seeing people’s reactions and hearing what they liked, what they didn’t, what they would like different. He’s very in tune with his customers.” - Dolly LaCorte