Forno e Mercato / Photo courtesy of Forno e Mercato
If your love language is the sound of a crackling pizza crust and the glugging of wine, the latest spin-off from Frankie Primo’s is about to become your new obsession.
After creating a gelateria a couple of years ago, Jay Manno, the visionary behind Frankie Primo’s +39, has spun off another “+39” concept in the form of Forno e Mercato, an Italian café and market. Located on Sheridan Drive in Williamsville, Forno e Mercato is the ideal stop for grab-and-go bites, Italian goods, or a treat-yo-self boozy lunch.
Jay recently told us that he’d been cooking up this concept for over more than a decade when he got the chance to move into the former Walter’s Bakery space.
“There’s an Italian café concept in Toronto that I’ve been looking at since we opened Frankie Primo’s on Chippewa in 2015 called Terroni,” he said. “Then the sister concept is Sud Forno, which is their bakery, gelateria, and Roman pizza shop.
“I’ve been watching that concept since 2015, and I was like, ‘We have this space, this space is huge, it’s 4,000 square feet. So, what if we just blend all of these concepts?’”
Forno e Mercato / Photo courtesy of Forno e Mercato
Forno e Mercato / Photo courtesy of Forno e Mercato
Only the good stuff, capisce?
At Forno e Mercato, the main attraction is a masterfully crafted Roman-style pizza called pinsa. Each rectangular pie features a crisp, thin golden crust that provides just enough structural support for premium toppings like mortadella, spicy sausage, arugula and burrata.
The pastry program also gets top billing. Available fresh on Saturdays, the traditional Italian Bombolone donuts are served warm and pillowy, straight from the oven. For those seeking peak decadence, there are fresh cinnamon rolls smothered in a velvety caramel mascarpone icing that is rich, tangy, and unapologetically extra. Those are meant to start the day alongside breakfast sandwiches and breakfast pinsas.
There’s also a small retail market of house-made and imported goods with a big focus on craft items, as you’d expect. To drive that point home, pasta is extruded right in front of you, in an ‘open factory’ setup.
“You can actually watch the pasta extruders at work, turning out ribbons of fresh dough that end up on your plate (or in your grocery bag) within hours of being made,” Jay says.
Forno e Mercato isn’t just a place to grab a unique pizza or fresh pasta. It’s a destination for everyday indulgence. With a new-ish beer and wine license, you can get a glass of +39 branded Italian Pilsner (a collab with Community Beer Works) or a curated Italian table wine.
Forno e Mercato / Photo courtesy of Forno e Mercato
Forno e Mercato / Photo courtesy of Forno e Mercato
More to come?
The new market cafe is a bit different from the modern Italian restaurant that launched this brand, but Jay says branching out has been part of the plan from Day One.
“Yes, this seems like it’s outside the box for us,” he admits, “but it was always a box that we wanted to connect to the main box.”
Jay says there are more plans in the works, possibly including a Frankie Primo’s in the Southtowns and a foray into fine dining.
“You’re not getting rich in the restaurant business anymore… at least not the way I’m doing it,” he laughs. “The moment I get some money, I roll it into some other concept.”
Hours at the time of publishing (subject to change): Wednesday to Saturday 9 a.m. – 6 p.m., Sunday 9 a.m. – 3 p.m., Sunday and Monday CLOSED
Cafe / Coffee Shop
Forno e Mercato
5225 Sheridan Dr Williamsville, New York 14221 • $$$$$
North Towns
Want to share info or news with us? Send us a note!
Food & Drink News
Dining and Cooking