By Laine Doss
For many, success in South Florida’s hospitality industry is as elusive as catching lightning in a bottle. For Marc Falsetto, creating restaurants that people love is a lifelong pursuit.
Born in Ottowa, Canada to Italian natives who immigrated to North America, Falsetto moved to South Florida with his family in his teens and started working at the Miami restaurant his father and uncle owned. “My dad and uncle had a restaurant in Miami and on Sundays I would go in and cut the bread. By 16, I was bartending there. Hospitality is in my blood.”
Falsetto went on to graduate from the University of Central Florida in 2002 with concentrations in finance and real estate, but hospitality continued to call his name. He originally moved back to Miami to pursue a real estate career but had an opportunity to purchase a restaurant in 2008 at the Doubletree Grand Hotel in Downtown Miami. That restaurant, by the way, was the very same restaurant his father and uncle had owned back in the 1990s. Falsetto recalls the moment he realized that his life had come full circle. “I had goosebumps and the tears started rolling. Real estate was booming, but I just pulled the trigger,” he recalls. Falsetto named the spot Primo’s Restaurant and Lounge and brought his father, Rico, and Uncle Gino back into the fold.
After that one serendipitous restaurant deal, Falsetto’s restaurant career gained momentum. He opened up the first ROK:BRGR, a classic burger pub, which grew to four locations. Falsetto then opened Himmarshee Public House, the first of several Tacocraft restaurants, and Pizza Craft.
Falsetto says the key to his success is listening to the public. If he sees a good spot for a restaurant, he’ll first research what the neighborhood needs. “We develop the concept the neighborhood is missing,” he says. He then partners with his executive chef, Cordon Bleu graduate Robbyns Martinez to create a menu that’s both delicious and approachable. In total, his Handcrafted Hospitality Group manages about seven different concepts with more on the way.
From burgers to tacos to pizzas, Falsetto won’t choose between them when it comes to a favorite. “I love them all. It’s like having different kids. I don’t have any, but they say you never love one more than the other.”
There might, however, be one project that Falsetto is particularly proud of: The collaborative effort with Anthony Bruno and Pat Marzano to revitalize iconic Fort Lauderdale restaurant Anthony’s Runway 84. The restaurant, which opened in 1982, underwent an extensive renovation and reopened in January 2023 as an Italian supper club that would be a fitting backdrop to Ray Liotta and Lorraine Bracco a la Goodfellas.
“We thought it was a great fit,” says Falsetto, adding, “We blended family history and recipes with chef-driven techniques to transform the iconic space. Our combined Neopolitan, Calabrese and New York experiences came together.”
Though Falsetto’s philosophy of opening a restaurant to match the neighborhood’s needs has proven effective and lucrative, the restaurateur says his mindset has changed a little when looking toward the future. The restaurateur has his heart set on several new concepts and, in a feat of reverse engineering, this time he’s looking for locations to fit the concept.
“I’m working on an American concept, a new pizza concept, and an upscale American steakhouse,” he confides. Falsetto is also looking to partner with hotel properties on some cocktail bars. “I feel great and super excited about South Florida’s growth and how we can be part of that. Business is booming.”
Falsetto adds that, while he’ll always love the restaurants he has, he’s eager to expand to other concepts. “My first concepts were burgers and tacos. I’m ready to expand into my American steakhouse concept. People are looking for more culinary options and more elevated experiences. Consumers’ tastes are changing and we want to grow with them,” he says.
In the end, whatever concepts Falsetto opens, he strives for excellence in quality and service. “Danny Meyer once said that if you create a dish someone will copy it within ten seconds. We focus on what we can control and what we can control is within our four walls. We go above and beyond for our guests, so everyone leaves happy.”
The business model of excellence has paid off for Falsetto. The CEO and founder of Handcrafted Hospitality has won several awards and accolades including the “Ultimate CEO” award by the South Florida Business Journal.
Falsetto, who just marked a milestone 45th birthday this year, says this is just the start of his success story. “I’m just getting my feet wet.”
The restaurateur also has some advice for people setting out in the hospitality industry. “The first thing you have to know is that it’s a business. And like any business, you need to learn all the aspects. You have to know finances and you have to know leases in order to succeed.”
Falsetto also recommends surrounding yourself with talented people. “Get a great team around you that you can trust — and a great lawyer to review all your documents.”
Finally, Falsetto says it’s not about the money — it’s about the passion. “Don’t go into this business for money. Nothing is easy, but if you live the business and eat and breathe it, opportunities will happen. You have to start somewhere.”
