A restaurant and market isn't something people expect to see in hard-to-find area full of warehouses, deserted lots and a few homes. But customers can spot Roma Imports by the Italian flag flying from its roof.
People from across Tucson and beyond go out of their way to find Roma, at 627 S. Vine Ave., near South Kino Parkway.
Lilian Spieth, the shop's owner, bought Roma Imports nine years ago. She has since changed it from a wholesale business to a Italian-style deli and market.
She greets her customers at the door with a smile and knows a lot of them by name.
Spieth is the first one to say her life story is unusual. She was born in India but grew up in Israel.
While traveling, she met her German-born husband in Scotland and married him in England. Spieth and her husband lived all around the world and had two children. After raising her children mostly in Germany — where he was a firsthand witness to the fall of the Berlin Wall — Spieth and her husband settled in Tucson.
People are also reading…
Now Spieth runs her shop, which employs nine people and goes through around 55 loaves of bread every day.
We caught up with Spieth on Friday after the busy afternoon lunch rush.
Here's an excerpt from our conversation:
Q: How did you get into the restaurant business?
A: I was a stay-at-home mom and after my kids grew up, I didn't have anything to do. I knew I wanted to work with food. I looked for what kinds of businesses were for sale and I found this place. I worked with the old owner for a while until I got comfortable with it, and here I am today.
Q: Has your location ever been a problem?
A: It was a problem at first. But then we bought an ad for cable television, and that ad made people aware of us. But then we realized that the ad didn't represent us well, so we stopped it. Now, most of our marketing is by word of mouth, and that seems to be working. We have people who heard about us from as far away as Wisconsin.
Q: Has the economic crisis hurt your business?
A: I've had a slight drop in business. But I've also dropped my prices, especially for our lunch menu. I did it because I know a lot of my customers are hurting, and a few of them have already lost their jobs. I'm going to do anything that keeps them coming in.
Q: Have your ever thought of expanding?
A: I have, but I'm happy to say that I've given up on that idea. People were telling me to do it, but I realized my business would suffer. I would make more money, but I have enough fun here already.
Q: What do you love most about your business?
A: I love getting new ideas. I've been known to jump out of bed at 4 in the morning when I get a new idea about something I want to bake.
Q: What advice would you give to someone looking to open a new restaurant?
A: It's all about attention to detail, and customer service is so important. In this business you have to have passion and compassion. Cooking is something that comes from the heart. We grew by listening to your customers. Our success is a mixture of luck and hard work.