Primo passion

Havern, owner of Primo’s d’Italia, still enjoys providing “great dining experiences” for his customers at his three restaurants in Midwest City, Yukon, south Oklahoma City and the food court at the new Outlet Mall in west Oklahoma City.

“It’s all worthwhile, but sometimes you feel guilty because you can’t provide more,” he said. “But still, it’s fun providing those memorable experiences. It might be a family birthday, like the woman who celebrated her 80th, and it was the last one the family was able to celebrate with her. That’s what it’s all about, and it’s so rewarding. The people in our system go all out with those special occasions. Maybe at a competitor’s restaurant, you wouldn’t get that.”

Unfortunately for Havern, the financial rewards haven’t been as plentiful as in past years. Still, he remains optimistic.

right, GM Dabnee Nixon

“Things have changed when it comes to dining out,” he said. “The restaurants that are doing well are the ones with a theme or where you throw peanuts on the floor or have lots of TVs in the place. That’s kinda what’s working right now. Younger diners like the theme restaurants because it’s not about the dining experience for them. They’re on their phones and watching the TVs. I guess we haven’t kept up with the times, but we don’t have a national advertising budget like the chains.”

New concepts
As a result, Primo’s has introduced some new dining concepts and continues to expand its catering business.

For example, Primo’s now has a tasting menu that is offered every day from 5 to 8 p.m. The tasting menu offers three starters options, three main course options and three dessert options, combined with suggested wines, specialty drinks and after-dinner drinks. The starters and main courses are smaller portions than normal. In addition, Primo’s provides a monthly wine dinner.

“We’re also getting more involved with catering. We’re struggling to get by every day, so the catering helps,” Havern said.

Although bottom line may not be as healthy as it once was, Havern isn’t giving up on the business model he started in 2001.

For instance, all of Primo’s sauces, breads, desserts and dressings are made in-house.

“Our costs are little higher, but there’s lots of people who would notice if went to pre-made sauces or dressings. It hurts our profitability with the way we do it, but I’m stubborn that way,” Havern said. “We could switch to pre-done and eliminate 80 percent of our labor force, but it’s one of those things, and we would know, even if no one else did. Our people take a lot of pride in their work and what we do.”

He was quick to praise his staff and offered special compliments for executive chef Adam McNeely and General Manager Dabnee Nixon. Both employees have worked for Havern the past six years.

The Midwest City restaurant serves as the commissary for all baked goods and sauces that are later distributed to the other Primo’s locations.

“We have a bigger kitchen here, so we’re able to do that,” Havern said.

Time to settle
Havern got his start in the restaurant industry when he was hired as a bus boy and host for the former Applewood’s Restaurant in Oklahoma City. He later joined the ranks of national chains like Spaghetti Warehouse and Zio’s Italian Kitchen, where he served as a trainer.

After years of moving from city to city and opening restaurants, Havern and his family decided to settle in Oklahoma.

“After about the 20th corporate move, it was time. We had lived all over the place and we had three boys,” he said.

In 2001, a week after the 9/11 tragedy, Primo’s was born with its first restaurant in Yukon.

The Primo’s location in Midwest City was built because of the 1999 F5 twister that destroyed the city’s hospitality district.

“Midwest City was very good to us and helped us get a grant to build the restaurant,” Havern said. “We were close to buying land at Interstate 35 and Second Street in Edmond, but then we got this free money and we knew where we had to be."