Give the people what they demand.
It is a simple business premise. If the public is clamoring for something, give it to them. Or sell it, in this case. Yet not everyone follows that simple motto.
Lori Vinka is not one of those people.
When Vinka opened Little Gerardo’s in Bellaire during the summer of 2012, her intention was to sell fresh-baked Italian-style food: meatball and sausage hoagies, calzones, and yes, the pepperoni rolls that her father, Jerry Ciofani, made famous in town years before.
But there would be no pizza sold. None. “Niente.” That plan lasted all of three months.
“We were not going to do pizza. I laugh at myself all the time for that one,” Vinka said with a slight chuckle, recalling that plan from nearly 10 years ago. “I would say it took maybe three months and we were selling pizza. The demand was just too great.
“They kept asking and I’d be stubborn and say we’re not doing it. Then all of a sudden, here we are and it’s clearly our biggest seller.”
Business took off from there, so much so that Vinka and her husband decided to invest further, not only in themselves, but the town.
On the one year anniversary of the opening of Lil’ Gerardo’s, the Vinkas closed on a building across the street at 3393 Belmont. They decided to truly go all in.
“We’ve been at our current spot going on eight years,” Vinka said. “Within our first year, we bought our current building and closed on our one-year anniversary.
“One of the main reasons is I don’t like renting. I’d much rather throw our hat in the ring and be invested in town fully. We saw that opportunity and jumped on it.”
Valley-style pizza 
For those who prefer a round slice 
The pepperoni rolls are still available and popular as ever.
Now, About That Pizza …
As mentioned, the demand was high for Lil’ Gerardo’s to bring back and start serving pizza. Taste, a wide variety of offerings and prices that have only increased slightly twice in the near 10 years in business will do that.
“I always say, one of our tag lines is round or square, big or small, we have them all,” Vinka said of the types of pizza offered at Lil’ Gerardo’s. “People like different things.”
This being the Ohio Valley, offering square pizza is a must. It comes primarily in 16-piece half trays and 28-piece full trays. The smallest available is eight pieces.
What? No swinging by for three slices and a drink? No, and there’s a reason.
“I’ve never been fan of receiving pizza that’s been sitting around, so we don’t sell it by the slice for that reason,” Vinka said. “We make everything to order and the smallest we do is eight pieces.
“If they want something smaller, I suggest the small 9-inch personal pizza, but that’s round.”
Vinka admits she’s been guilty of it herself, walking into a pizza shop and ordering two pieces, six pieces. But you don’t know how long it’s been sitting there.
“I don’t want the reheats. I want the freshly made. So that’s why we do it,” she added.
The main difference between Lil’ Gerardo’s square and round pizza is how it’s cooked and how the cheese is applied. The round has the cheese baked on the pizza in the oven, while the square is naturally prepared Valley-style.
“In the beginning, before we had round pizza, I’d have customers ask me to cut the pizza intro triangles because say their children would only eat pizza in a triangle shape,” Vinka said. “The main difference is the cheese is either melted or not, and the cold cheese does change the flavor a little.
“But otherwise, all of our items and ingredients are meant to complement each other. It’s the same sauce, same cheese, same dough. It just all works together.”
Did someone say deep dish? 
The Sampler
New-ish Options
Available during the last year, Lil’ Gerardo’s Chicago-style deep dish has become a fan favorite. To say it’s a “hearty eat” would be an understatement.
It comes in large or small size. The small size is 9-inches, and it takes three people to finish it.
That’s because the pans are 1.5-2 inches deep and line with dough pressed up the sides. Then seven cups of cheese are added. If you include sausage, a half-a-pound of sausage is included, along with the entire top being covered with pepperoni. The toppings are added in layers, cheese, meat, cheese, meat, then the sauce on top and it’s topped with parmesan cheese.
“It’s kind of taken on a life of its own,” Vinka said. “There may be someone out there who can, but I haven’t seen anyone who can eat more than three slices. People love it.”
The shop’s newest creation is called “The Sampler.” It is part pizza, part breadsticks, and part calzone, all combined and baked on the same pan.
For the family who can’t decide on what it wants, or the individuals craving a variety, it certainly provides an option for both.
“It’s pretty popular in its own right,” Vinka said. “It maybe takes an extra five minutes to cook.”
Thanks not the pandemic, however, you’ll know when your pizza is done.
Lil’ Gerardo’s never actually had to close up shop and started offering carryout almost immediately when restrictions began surfacing. The purchased a separate mobile phone in order to text customers when their food was nearly ready.
It allows patrons in town to wait until the last second to come pick up their piping-hot food. For those traveling from further out, it gives them a better time when to leave the house.
Vinka believes curbside will still be available, even once the doors are opened.
“People seem to like to be catered too and we’ve discussed once the doors are back open, still allowing them to choose curbside pickup,” she said. “I think we’ll stick with the texting. I know I would love someone to text me and say when my food is ready.”
With the weather breaking, Lil’ Gerardo’s is taking advantage and placing seating outside its restaurant so patrons can stop by for their pizza and sit outside and enjoy the afternoon or evening with a few slices.
For more information, visit Lil’ Gerardo’s Facebook page and check out their menu. The shop is open Tuesday through Thursday from 3-9 p.m., Friday from 3-10, Saturday from 4-10. It’s closed on Sunday and Monday.
