Levetto is Changing the Italian Game, One Location at a Time

We’re not exactly sure what to call it. And to be honest, neither are they.

“I’m not totally sure what I am,” says Chef Shahir Massoud, pulling a supportive chuckle from his Reicura PR agent. “It’s simple Italian, fast-casual Italian with a Roman focus. But ya, fast-casual? I don’t know what you’d call it. Premium-casual? Hey, that’s a new one: Premium-Casual.”

The reality, though, is that once you’ve had the Levetto experience, semantics is probably the last thing on your mind.

Chef Massoud, an ex- food-stylist and caterer who has worked with the likes of Mario Batali, Jean-George Vongerichten and Mercatto’s Douglas Neigel, is the man behind the menu and the motif.

“I was lucky enough to be given total autonomy to design a menu and an experience for the palate of the general public. Which is rare I this industry…that’s really what has allowed us to move as fast as we have and to be so successful. I can literally think of something I want to do today and within 5 days, it’s on the menu.”

Move fast, indeed; Levetto’s fifth location is opening in mid-February on College Street, and by September, they plan to have a 6th location in Burlington; that’s an average pace of one new location every 4 months. 

Trying to pinpoint the precise reason people love the brand is somewhat tricky because while everything feels so lean, there’s a lot going on at once; it really is about how everything bundles up into a broadly appealing, ‘whatever-you-want-it-to-be’ experience where no quality is spared. 

“It’s super-affordable, scratch-made, authentic Italian with generous portion sizes in an atmosphere conducive to dining with a bottle of wine or just hanging out for a quick meal…Sometimes I’ll see someone come in on Tuesday and get a bowl of pasta to go. Then Friday, I’ll see that same person come in with someone else and dine; they’ll get a salad, an entrée and a bottle of wine. It’s whatever you want.” 

And wherever you want. In addition to their take-out and 30-seat dine-in options, delivery will also be available from all their downtown locations within the next few months. But the real draw is the trifecta of quality, quantity and price.

Their Rigatoni with slow-braised beef and ragu was mouth-watering, portioned at the size of a baseball hat and was only $13. The Tagliatelle was light and refreshing, generously sprinkled with Nova Scotia lobster and was only $15.  And those were the two most expensive pastas on the menu. 

The pizza is truly unique, with a refined balance of distinct flavors and prepared as a Roman “walking style” long-pie; a style that Massoud points out is rarely tackled because of its complexity. With 9 options currently on the menu, there’s something with which everyone can comfortably – or depending on how much they eat, uncomfortably – walk away.  

And for you green-thumbers, don’t worry; there are 5 salad options served in bowls that could double as a lampshade, to all of which you can add chicken or sausage, and none of which crack the nine dollar mark.

And who could serve Italian food without beer and wine?

They generally offer about 2 whites and 3 reds, with a mix of Italian and Ontario; a geographic blend that is similarly applied to their beer selection. And once again, the prices would make anyone’s cheeks and teeth go red.

“We offer a bottle of Chianti that you’ll find at the Four Seasons for over $40 and here, I’m selling it for $26. Based on the way we’ve set everything up, we can do that.”

How much and how fast this brand will continue to grow? With the response so far, it’s difficult to imagine a limit, but Chef Massoud remains focused on refining the existing local experience.

“At this stage, thinking about going outside Ontario is a bit premature. Also, while it is growing into a large brand, I still love being close to the clientele and interacting with them, and figuring out what they enjoy. We even name dishes after customers.”

Seriously?

“Ya, seriously. Nancy was a regular – one of our best clients – and one day she was like, ‘I really want a kale salad’. So I made her a kale salad. Now it’s on the menu: Nancy’s Baby Kale Salad.”

But don’t get too excited; the odds of you getting your own personalized menu item are pretty low.

Even lower are your odds of wanting one.

Now if you’ll excuse us, we have some leftovers to take care of.

#NOTABLE

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