Peppino’s owner traces 50 years in Standale, announces anniversary promotions

Joe De Leonardo, owner of Peppino’s, recalled the restaurant’s roots in Standale and outlined plans to mark the pizza chain’s 50th anniversary with storewide promotions.

De Leonardo said his father and uncle opened the first Peppino’s in Standale in the late 1970s and later added an Allendale location around 1981 to serve Grand Valley students. "We were in that building... I remember as a kid," he said, describing how the business grew from neighborhood deliveries to multiple sites.

The restaurant’s approach, De Leonardo said, has depended on long-term staff and making food from scratch. "We grind our own cheese and make our own sausage," he said, noting employees such as Paul, Tom and Tara have worked at the Standale location for roughly 26 years. De Leonardo also described operational changes over time — for more volume the business moved from stone deck ovens to conveyor-style ovens, while retaining handmade recipes.

De Leonardo said he took over the Standale location in his 20s and has owned it for nearly 36 years. The Peppino’s operation has since expanded into catering (Madeline’s Catering, started about 2010–2011) and the Peppino’s Hospitality Group, and the family opened the Westside Social tavern, led by his son Anthony after culinary training.

For the 50th anniversary, De Leonardo said Peppino’s will offer "half off all 14-in pizzas just from noon to 8:00" and that "the first 50 families that come in will receive a free pizza." He added customers can order up to three half-price 14-inch pizzas during the promotion.

Reflecting on longevity, De Leonardo credited a family-first approach to staffing. "You have to treat everybody like family," he said, urging entrepreneurs to commit their first five to 10 years to learn the business rather than treat it as a purely financial investment.

Made in Walker provided the interview as part of its local business series. For episode feedback or suggestions, the podcast asked listeners to email podcast@walker.city. Made in Walker is the official podcast of the City of Walker.