by Bianca Moorman and S. Rotan Hale
The smell of fresh pizza and a smiling face is what captures you upon entering Goodfellaz Pizza at the corner of Peters Creek Rd. and Wood Haven in NW Roanoke. The eatery is owned and operated by Anthony Ross, a local African American entrepreneur who says he, with major help from his family, is fulfilling a life-long dream.
“I’ve told my kids, I have had this dream of starting my own business since I was a teenager– now I actually live it,” Ross said with confidence.
At age 47, Ross also owns a successful janitorial business, Ross Building Services (RBS Enterprises) and says, “We started the company in late 2012 and signed our first contract with Virginia Tech in 2013.” His business has 13 full-time and another 12 part-time employees.
There are two GoodFellaz locations in Roanoke and Ross bought the one on Peters Creek from the owners of both when their stake in the business began to dwindle. However, he says his business is not affiliated with the other Goodfellaz on Brambleton.
As a Roanoke native he graduated from Patrick Henry HS in 1986 and continued his education taking business courses at Virginia Western Community College, (VWCC). He and his family reopened Goodfellaz in June (2014). His daughter Natesha is the former manager of the restaurant where she’s worked since graduating from Roanoke College just before the restaurant opened. Her parents asked her if she wanted to work in the family business. Once on board, she soon became manager.
Ross said his daughter attended the 2014 Pizza Expo in Las Vegas and was excited to connect with other families from all over who operate family pizza businesses. Anthony and his wife Camille have been together for 25 years. The couple also has a son Brandon who presently attends VWCC and works part-time.
Many folks in the area are unaware that the restaurant is one of a growing number of businesses (and there aren’t many) in Roanoke owned and operated by African Americans. “At first I didn’t think about it, until customers pointed out the shortage of Black-owned businesses in Roanoke,” said Ross.
“It takes time for the word to spread,” said Skye LaFleur the new store manager who has been working at Goodfellaz for two and a half mouths. LaFleur also said that we [black community] do not educate ourselves regarding black owned businesses in the Roanoke area that need support to survive. “We need to support our own” Ross asserted.
Goodfellaz has made the commitment to gets their food locally, such as: cold cuts, bread, vegetables and chesses. “The pizza dough is made fresh daily,” LaFleur said.
Giving back to the community is a priority for the owner who has held canned food drives with RAM House and worked to raise money with Blue Ridge Autism and Achievement Center during their one-year anniversary.
Presently the eatery is engaged in a fundraiser to sell breadsticks for homeless students attending Roanoke City Public Schools. Natesha said she got the idea from a friend’s post on Facebook. At first she wanted to sell t-shirts to help raise money for the cause but her father came up with the idea to sell breadsticks.
They are also accepting donations from those who do not want to buy a breadstick but just want to donate. Many customers inquire about project and are willing to donate.
LaFleur says Anthony Ross cares about his company and treats the employees like family. Meanwhile, the owner with his entrepreneurial spirit is presently in negotiations to buy the convenience store next door to them. With Natesha as manager of the store, LaFleur will take the lead as manager growing the Goodfellaz brand. Anthony has plans to open more Goodfellaz restaurants in the area that are going to be owned by the family. So far he says business has been great!
In addition to a variety of pizza options it also serves subs, chicken wings, breadsticks, salads, pastas and an assortment of cupcakes and cheesecake for dessert.
Goodfellaz has carryout and delivers as far as Sheetz on Orange Ave. and Electric Road in Roanoke County. Hours are: Mon–Thurs. 11 am-10 pm, Fri. & Sat. 10 am – 12 am and Sun. 12 noon – 9:30 pm.
