At Alessandro Difede’s core is a work ethic that’s second to none.
Known as Alex to friends, the Italian-born business owner has worked hard to earn everything in life, from his two restaurants, Bella’s Pizzeria and 21A on Broadway, to his health-forward vending machine business Revive Healthy Vending — and, of course, his iron-clad reputation as a fearless advocate for local businesses in Long Branch.
The driving force for the 51-year-old entrepreneur? The love he has for his family and his community.
HUMBLE BEGINNINGS
Alessandro was born in Sicily’s capital city of Palermo. The youngest of five children — he speaks warmly of his siblings Dominic, Joe, Connie and Patricia — his family did the best it could with what it had.
“I came from a poor family,” said Alessandro. “We never had a car. We lived in a two-bedroom house, pretty much, for many years.”
At the conclusion of middle school, Alessandro, then 13, decided to forgo his remaining education in favor of entering the workforce. One of his first jobs was at a butcher shop.
After his eldest brother Dominic, who he considers a mentor, moved to the U.S. — the first of the siblings to do so, but not the last — Alessandro began to visit in three-month stints, the maximum he could stay, to work at his brother and sister-in-law’s pizzeria.
Eventually Alessandro, too, was able to move permanently to the U.S, and at 19, he earned his green card.
But the years of hard work didn’t stop there.
After working for his brother and sister-in-law, Alessandro began to put in hours at his sister’s pizzeria in West Long Branch. Both opportunities afforded him the ability to absorb all facets of restaurant ownership — and led to him meeting his future wife and business partner, Catherine.
“From my sister, I learned everything from the kitchen, how to make dinners, and I learned about all the ingredients,” said Alessandro. “From my brother, I learned how to make pizza. I learned front of house and customer service.”
With years of experience under his belt and a desire to keep challenging himself, Alessandro struck out to build something of his own.
BELLA’S PIZZERIA
In 1996, at just 23 years, Alessandro opened his first business, Bella’s Pizzeria, in partnership with his father-in-law Mario Sciacca.
To get it off the ground, Alessandro worked seven days a week for countless hours, alongside a staff that consisted solely of him, his wife and three others.
“It took almost four years to build our business,” said Alessandro.
But the payoff has been worth it.
These days, Bella’s employs over 20 people. The 100-pizza menu he concocted years prior still stands, as does Bella’s strong reputation for quality among the Long Branch community. Alessandro’s brother-in-law, Paul Sciacca, runs a tight ship at the Liberty Street establishment, and Alessandro is grateful he gets to call Paul a partner.
While Bella’s has been a success, Alessandro couldn’t have predicted he and his wife would open a premier restaurant decades later.
21A ON BROADWAY
In 2019, a friend approached Alessandro about a location that was in the process of being built. With 20-foot ceilings and an undeniably cosmopolitan vibe, Alessandro’s interest was piqued.
After talking to Catherine about the opportunity, doing some research, and chatting with landlord Tony Pereira — who Alessandro calls a “very good guy” — the deal was sealed, and in 2020 Alessandro signed a lease.
Initially conceptualized as a speakeasy lounge, Alessandro and Catherine decided to instead focus on an American-Mediterranean fare.
Despite a world-shuttering pandemic and crippling supply chain issues, the couple opened 21A on Broadway on Dec. 21, 2021, to much fanfare.
Since then, the restaurant — with its classy, upscale vibe — has become renowned for its use of high-end, quality ingredients. The menu is inspired by all regions of the Mediterranean, including Greece, Spain and Alessandro’s home island of Sicily. Can’t-miss cocktails are crafted by bar manager and mixologist Bryant Hoar, and top-notch service is provided by dedicated servers like Andy Polio. Live jazz music every Friday and Saturday, and a comedy night once a month, round out the elegant and fun ambiance.
Fan favorites at 21A on Broadway comprise of the Australian Wagyu New York Strip, the Texas Wagyu skirt steak, the classic branzino, and the cavatelli merguez, made with fresh pasta from Pastosa. Gluten free pasta is available, too, added Alessandro.
Despite using the best ingredients he can get his hands on, Alessandro wants money-conscious customers to know their comfort is at top of mind.
That’s why he created a three-course pre-fixe menu. Available Sunday through Wednesday for just $45 per person plus tax, diners can choose from three appetizer options, five main course options, and three dessert options.
"The good reputation [21A gets] is because we're all about customer service and food quality. At the end of the day, that's what it's all about at 21A," said Alessandro, who repeatedly emphasized his love for Long Branch. "We're in a beautiful building, we give [our customers] good quality, I try to keep my prices reasonable ... we offer people a prefix menu to make them more comfortable." Alessandro,
HIS COMMUNITY SPIRIT
Alessandro, who shares four children with Catherine — Sofia, Emma, and Naila, and Massimo — is the first to shine the spotlight on others.
He is a massive advocate for first responders, and will donate food when he can to ensure they know they’re appreciated.
Among the many restaurants Alessandro credits with helping to build up Long Branch are Trama’s Trattoria, The Whitechapel Projects, Por Do Sol Sportsbar, Mar Belo, Piazza on the Pier, Johnny Piancone's, Attilio's Restaurant & Pizza, and Mix Lounge & Food Bar. His own place, 21A on Broadway, will mark its third anniversary this month.
“The community supports me,” says Alessandro, which is why he does what he can to support everyone else.
It’s ingrained in him, after all.
“I always believed things happen the right way, the right time, when you work hard and you do your best.”
21A on Broadway is located at 202 Broadway and you can find them online at www.21aonbroadway.com; on Instagram they're @21a_onbroadway
Bella’s Pizzeria is located at 425 Liberty St and you can find them online at www.bellas100pizza.com; on Instagram they're @bellaspizzeria100