Facebook specials bringing new faces into Massena's Italian on the Run

MASSENA — In real life, it's just another pizza place. But in the virtual reality that is the Internet (www.italianontherun.com) is pretty popular.

On the social networking site Facebook, the 396 Main St. restaurant has garnered more than 100 fans in about three weeks. The reason is simple: free cookies and discounted pizza.

"People realized we're putting specials up on Facebook. We had one every night, so we had people calling every night saying, 'I want the Facebook special,'" co-owner Crista M. Makdouli said. "It was great."

Those specials are generally small, a free cookie or soda or a few dollars off the price of a pizza, but they're not going anywhere.

"My main purpose on the Facebook page is to promote our new products and the new personality behind the store," said Mrs. Makdouli, who owns the eatery with her husband, Tarek.

The special deals will continue "forever," she said. To get them, a customer just has to mention being a Facebook fan while ordering.

The Makdoulis bought the business, formerly Giorgi's Italian on the Run, two months ago. They put an offer on the business and within two days had the title in their hands. They opened Nov. 21, a half-hour after the sale closing, she said.

Since then, they have repainted the interior of the store; now, the red, white and green walls make customers feel like they are stepping into an Italian flag.

Through the process, social media have helped craft the face of the restaurant.

In the midst of what she calls a "logo crisis," Mrs. Makdouli rediscovered an old friend from high school who is a freelance graphic designer in Burlington, Vt. Both women graduated from Massena Central School in the 1990s.

"She added me (as a friend on Facebook) and we just started talking," Sarah A. Premo said. "She asked me to design her logo for her when she found out I was a graphic designer."

Miss Premo ended up designing the restaurant's logo, menu and Web site.

The menu has expanded since the eatery was Giorgi's. Now customers can get shrimp scampi or spaghetti pizzas and homemade cookies and cannoli.

The Makdoulis are not done experimenting and creating new things. Eventually, the restaurant may begin "micro-catering," where families can come in and pick up a homemade tray of frozen lasagna to bake at home for an easy meal. The Makdoulis said they haven't ruled out the idea of franchising, if business really takes off.

"The power of social media is very much underrated in this area. It's a great marketing tool," Mrs. Makdouli said. "I want this to be the 'it' place in town. I really want this to be the local hot spot. 'When you come to Massena, you've got to eat here': That's exactly what I want people to say."