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After 32 years of family ownership Primo’s pizzeria will switch hands – but not recipes.
On July 1, Drew Nichols will take over as operator of Primo’s. Nichols has owned The Dog (110 Hartz Ave.) for 15 years and said he is looking to own an additional business with a larger space. He will continue to own and operate The Dog.
“We wanted to expand into a larger business and get a bigger place as well as to have a full service bar,” Nichols said. “Unfortunately the capacity of The Dog wasn’t enough to hold as many people as want to hang out.”
Nichols said he is currently working with the town of Danville to expand Primo’s patio and plans on “sprucing the place up” with new floors.
“I think people are excited,” said John Rhodes, who bought Primo’s from his father six years ago. “Primo’s hasn’t changed that much in the last 10 years. I think it’s one of the best spots in Danville and maybe with some new blood there will be some awesome positive changes.”
While Rhodes will remain a partner in the business, his decision to resign as an operator was a result of his desire to spend more time at home.
“I was really trying to run the restaurant and do my part in raising three kids at home and I saw the restaurant wasn’t working as efficiently because I was spending so much time at home,” he said. “If I can’t do something 100 percent, it doesn’t make sense for me to be the front man for it.”
Nichols isn’t worried about balancing family, business and the youth sports he coaches because he has “a lot of energy.”
“I’m heavily involved in the community so I’m trying to get (Primo’s) to accommodate all the things that I’m involved in,” Nichols said. “I’m a very active person where I don’t just sit at home and do nothing. I’m able to split my time where I’m there with my family — they’re No. 1 — and I can run a restauraunt.”
While the appearance of Primo’s might change slightly, Rhodes said the change in ownership will not affect Primo’s Run in October.
“We want to thank the town of Danville for its support over 32 years. We really owe it to the residents; it’s hard to keep a business for 32 years,” Rhodes said.
This is sad to me. I hope that the new ownership doesn’t put an entirely new spin on an already perfect establishment. Even changing the floors makes me sick as all of those little pieces are what makes Primos Primos. Thank you Rhodes family for a monumental part of my childhood and even bigger part of this town. Let’s hope this icon remains.
Dear Editor,
First, thank you for coverage of this event.
For those that know the Dog ownership, it is easy to see how they will work with the Rhodes family, as continuing investors, in bringing this tradition to its full service to our region. Cosmetic changes simply present what is Primo’s to our past, present and future generations that celebrate quality food and a community atmosphere.
Alamo, painfully, lost the Dog and we can hope that a Primo’s is not too far in the future for our community. Even a hybrid of Primo’s and the Dog in a new setting could bring Rhodes’ heritage and Nichol’s inventiveness to delighted family diners.
Applause!
Primo’s is overdue for a change and I am certain that this will be extremely positive. The new owner(s), I’m sure, have not lost sight of tradition, but quite frankly if all they are changing is the flooring–it might not quite be enough. Yeah, for change!
Boy do I miss the paper version of the “Danville Weekly”. Because of its “old-fashioned” format, people had to take the time of emailing or (heaven forbid) mail in a “letter to the editor”.
Although I do like reading the local news daily, I will from now on avoid looking at reader’s comments because, honestly, I find most of them useless, offensive and often quite mean.
There are the occasional positive comments but often times people’s opinions are less than so.
If you want to say something nice to someone, then why not say it to them directly? For example, the recent post by an Alamo resident; nice of you to give kudos to the Rhodes family but how much nicer it would be for them to get a hand-written note wishing them luck in their new ventures?
I’m certainly not old (have two young sons) but I suppose some of my views are a bit more “old-fashioned”.
So, farewell to “reader’s comments” as far as I’m concerned.
I will continue to read my daily “Danville Express” and appreciate the coverage of our towns.
Congrats to the Nichols family! 🙂
I’m sorry, Joe, that changing out a worn-out floor makes you “sick”. Primo’s is a great family spot, but it needs updating, and the owner wants to spend more time with his kids. A perfect solution is having a new owner step in and make Primo’s look great while preserving the delicious food and family feel that we locals have enjoyed at Primo’s for years, and will for years to come.
Hey Danville Mom…lately the only thing interesting in the Danville Express are the COMMENTS. If you are too thin skinned to read the comments at least insert your comment and give a spark to the subject matter.
BTW Danville mom…communicating via this media is NOW and the future…yes a hand written letter is nice. But by the time they receive it the news is old. You say you are not old. That’s nice, but if you can’t move or deal with future, you just may be left behind.
You also say you find the comments useless, offensive and quite mean. You shouldn’t read the comment section as NEWS, you should read the comment section of the Danville Express for entertainment only and not let others bother you.
If you have a problem reading the comment section of the DW, how on earth do you survive reading the Chron or the San Ramon Valley Times…talk about offensive and mean and corrupt news…it’s all there.
Oh! I forgot to mention…I’m happy to hear Primo’s is changing hands. Could never stand the place or the food. I hope the new management will do more than change the floor. And speaking of the Dog in Alamo, well allow me to say it was the worst place to get a hot dog. I was pleased to see it close.
Hey Danville mom I hope you read this comment and remember what I said about entertainment.
Thanks for reading…Julia from Alamo
Primo’s is a nice family place- but the pizza was terrible. It lacked consistency- sometimes barely edible and other times simply marginal. As far as The Dog goes- I was always leery of those kids cooking my Dog back there..
I actually preferred Dog Out- but that closed down as well.
I wish them luck at Primo’s and will definately give them another try!
Congratulations to Drew Nichols and his family! I know a lot of football playing young men who will be happy to work at(?) but mostly eat at Primo’s. It’s been a family favorite for years and we can’t wait to continue to support our awesome downtown restaurants (and football coach!)
Hopefully Mr. Nichols will treat customers better @ Primo’s then he does at The Dog. He often treats people not on the same income level as he is very poorly. The Dog is poorly kept and always a mess with empty baskets on tables, catsup on the floor, etc. The promos are misleading as alcohol cut-offs seem to take place without any notice to customers of any age, driving, walking, loud, or quiet. I am sad to see Primo’s coming to an end with Drew taking it over…
I have been going to Primos since it opened many years ago… and I have to say, that it has always been a “Rhodes” family business and that is what made Primo’s the place to go. The family has been such a huge part of the community and have built many relationships with their customers over the years. It was TRULY a wonderful family hangout…floors and all:)
With that said, you can change owners…but it will never be the True “Primos” without the Rhodes family. Although, it may be time for the Rhodes family to move on…the new owners have HUGE shoes to fill. They may be better off changing the name and starting new…as the clientele is more likely to change to a more “sports team” clientele. The whole reason I came to Primo’s is for the amazing family that ran it.
We will miss you Rhodes Family! Thank you for being such a great part of our community!!!
Danville Mom
You make little sense in telling someone to create a hand written note. Perhaps that person has no interest in doing that – and communicates just fine electronically?
I see that you somehow dislike technology yet you posted anyway? How about taking your own advice. What is it about “Danville Moms” Gheez!
And no, I am not a board troll looking to be negative, I am sure you are a well meaning person. Thats how out of control your post was.
About time new blood is arriving. Primos has been a dump for years, living off what remains of its reputation, but mostly living off its “primo” location. Sure won’t be sad to see new ownership. The place needs to be cleaned top to bottom and new staff hired. If that happens, I come back.
I think this is fantastic! A breath of fresh new air (hopefully literally) and life to Primo’s will be a great change! Love the vibe and what the place has to offer, but I can tell you that having an allergy to mold myself, this place is one of the worst establishments I’ve been in for my mold allergy.
In addition, been a resident here for 7 years, and going to Primo’s for over 15 years, but I have no idea who the Rhodes? are…..and never once have been treated like a “repeat” customer.
It was time for a change and there is no one better than Drew and Collen Nichols to make the improvements in the quality of food and service. All those who have slammed The Dog need to see that place for what it is. A place for SRV and MV students and athletes to hang and have a simple thing like a hot dog.I was not a Primos fan but now with new owners I will be sure to re-visit.
We have been coming here since the beginning, bringing our kids and
now our grandkids. It is so much of a family tradition and we thank
you Linda and Jack for supplying a wonderful family restuartant for our family. We will miss you and your wonderful family.
Our hope would be that the Nichols family preserves this tradition in Danville!
Your San Jose Spartan friend!