Italian music hums softly overhead as the scent of espresso and freshly baked pastries drifts through the air. Shelves lined with olive oil, imported goods and made-to-order deli meats invite customers to slow down, even in the middle of a busy day. Family photos and old-world architecture cover the walls, while warm greetings make every visitor feel like a regular.
In Historic Hyde Park, a new Italian market aims to offer more than just food, it offers a feeling. A step inside is meant to feel like stepping into Italy itself.
For owner Joey Rainero, that feeling is rooted in something deeper: legacy.
“Invest in blocks, not stocks,” his grandfather used to say. A philosophy that shaped not only the family’s business mindset, but its identity.
That identity was built decades ago at Emilio’s, a New York restaurant that operated from 1961 to 1988. More than a place to eat, it became a cultural fixture where celebrities like The Rolling Stones dined and stories became part of family lore.
“I thought a homeless man was in our restaurant, turns out it was Bob Dylan eating here,” Rainero recalled, repeating a story often told by his mother.
Though Rainero never had the chance to work at Emilio’s himself, its impact stayed with him. Now, he’s bringing that legacy back to life.
If permitting goes as planned, Rainero is set to open Emilio’s Italian Market in Hyde Park this August.
The market will feature recipes passed down through generations, along with imported Italian goods, espresso, fresh pastries and more than 360 wines. Customers can also expect take-and-bake meals, fresh pasta and ingredients sourced from local cheesemakers.
The space itself will reflect that history. Along the walls, guests will find family photos, the original refurbished Emilio’s sign and even the restaurant’s liquor license from the 1970s.
“When my grandfather passed away, he turned the restaurant into real estate,” Rainero said. “Cooking was a huge part of my life growing up in an Italian household and I knew my whole life mission was to bring it back to life and now I get to do that, but with a twist.”
That twist includes convenience for modern families. Rainero plans to offer take-and-bake meals and cooking kits that allow customers to prepare a full Italian dinner at home by just putting the meal in the oven.
“We want to help families who don’t have time to cook still be able to sit down to a healthy meal together,” he said.
Rainero also wants to sell cooking kits for two, where it comes with a bottle of wine, directions to make appetizer, dinner and dessert with guided video instructions. He said this is a way to teach residents how to cook an authentic Italian meal from the comfort of their home.
Rainero’s journey to opening the market hasn’t been straightforward. He first attempted to secure the Hyde Park location in 2022 but was turned down. Instead, he launched his olive oil company, Costiera, with his business partner Gilberto, selling important Italian olive oil with hand-painted ceramics from the Amalfi Coast online.
When the opportunity to revisit the location came back around in 2025, Rainero said the timing finally aligned.
Now, the market will also serve as a retail home for Costiera products.
Despite growth opportunities, Rainero said the focus will remain on family.
“I am an underdog,” he said. “You see people with multiple concepts, but that’s not us. This will be 100% family-owned. It will be me, my mom and my fiancé Lisa.”
The market will operate six days a week, with hours to be announced closer to opening.
For Rainero, the opening represents more than a business venture, it’s a continuation of something bigger.
“Just a few days ago, my brother at Idaho State University saw a photo of the original Emilio’s pop up on a classroom screen,” he said. “It felt like a sign. It was like my grandfather was looking out for us and this is meant to be.”
As opening day approaches, Rainero is sharing the journey on social media, inviting the community to be part of the next chapter in his family’s story.