Matthews says that taking over the legacy his mother left behind is his biggest accomplishment.
to funding children’s art education in the area. Matthews is also dabbling in radio ads (paid for in trade) but says he continues to
rely on tried-and-true word-of-mouth advertising.
“We definitely don’t need to buy advertising,” he observes. “My Mom always said, ‘Keep it small, keep it full.’ And we have. We stay true to what we know. Zelda’s has essentially been the same since we opened, and our customers like the familiarity— they know what to expect.”
Even in tough economic times, Zelda’s relies on tradition. Matthews says he tries not to pass price increases on to customers, and he plans to ride out the economy and keep making the same great pizza Zelda-ites have come to expect. “We have some third-generation customers, and some people spend more time here than at home,” Matthews laughs. “They like it because nothing changes.” From the familiar faces of suppliers, employees and customers, to the handwritten menu that hasn’t changed much since the beginning days, to a decor that’s almost as famous as the pizza, Zelda’s is thriving even in these tough economic times.
Breslin passed away at the age of 67 on May 17, 2006, due to complications following a 2005 heart surgery and subsequent stroke. Up until the end, she could often be found cooking, wiping down tables and serving pizza to her loyal customers. She was survived by sons Kerry and Terry; one grandson; five sisters and two brothers.
Breslin left the restaurant to Kerry. For two weeks after her passing, Zelda’s remained closed, in part as a memorial to Breslin, but also to address a much-needed kitchen remodel. New appliances and refrigeration units were added, as some of the equipment had been in the restaurant since its opening. However, the Blodgett bakers’ ovens, which hold up to 70 creatively stacked pies at a time, remain fixtures in the kitchen area.
The well-stocked bar, which carries Budweiser on tap as well as a wide selection of bottled beer, seats 15;
behind the bar are the original, old-fashioned yet functional cash registers. Another new addition was the installation of a credit card system (the restaurant has had a cash machine on the premises for years, but Matthews says the credit card acceptance brought them into the 21st century).
“Before my mom died, we never closed, and she never took a vacation,” explains Matthews, noting that she closed only on Thanksgiving and Christmas Day due to cajoling from family. He adds that taking over the legacy his mother left behind is his biggest accomplishment.
In honor of that legacy, Matthews kept the front of the restaurant the same (the bar dominates one side of the notoriously dark interior, and the other side is dedicated to tables). The original menu also remains, with just two new items added recently (artichoke dip and a much-requested meatball sandwich).
The 22 employees, many who like to maintain the tradition of Zelda’s saucy wait staff, have mostly stayed the same over the last 30 years. The same loyalty has been extended to vendors and suppliers, most of which have been along for the ride since Zelda’s beginning. That consistency and old-fashioned appeal has earned Zelda’s a fan following that has proved just as loyal.
Juliet Farmer is a Sacramento, California-based freelance writer with more than 17 years of experience in a variety of industries, including food and retail. She regularly contributes to MD News, Builder/Architect, Columbia Gorge, Fanfare and ConcreteNetwork.com.
The Stats: Zelda’s Gourmet Pizza
Website: www.zeldasgourmetpizza.com
Headquarters: Sacramento, CA
Owner: Kerry Matthews
Year Started: 1978
Total units: 1
Number of Seats: 77
POS system: First Data 100
Oven: Blodgett
Pickup, dine-in
Number of Employees: 22
Best marketing tool: Word of mouth
References:
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