When Homer and Loretta Lanier opened Pizza Villa in 1973, they didn’t expect the restaurant to boom the way it has the past 40 years.
The former auto parts worker and banker wanted only to make a better living when opening the business at a location behind Vernon Park Mall in Kinston.
The couple was originally from Richlands, but there was no place to open it in that Onslow County town.
Now nestled in its third Kinston location on 1400Vernon Avenue, Pizza Villa turns 40 today — but still looks like an upbeat teenager.
The Laniers’ sons — Dwain and Timmy — took over the restaurant in 2006 when their parents retired, but they knew the ropes long before then.
“It’s been the same recipes and consistency,” Dwain said. “It tastes the same now as it did 40 years ago.”
Dwain’s 20-year-old son helps out at Pizza Villa, making him the third generation to work at the family-owned business.
Four Laniers met around a table in the restaurant Saturday reminiscing about the restaurant’s early days of marriage proposals and family dinners.
“I remember holding babies, and now they’re coming in with their babies,” Timmy said.
The family said customers have made their business worthwhile, having many of the same ones returning throughout the years. Dwain said Pizza Villa’s prices won’t break its customers’ pockets, which keeps them coming back.
“We try to keep everything low for the working class,” he said. “We have good prices for everyone — one fair price for everyone no matter how old they are and what they drive.”
He said some nights the line is wrapped around the front of the building, especially on Tuesdays during the all-you-can-eat spaghetti special.
“People have told us this is a landmark,” Loretta said.
Maria Quidel, 20, said she’s been going to Pizza Villa since she was 8-years-old.
“The food is great and the atmosphere, I really like it,” she said. “It’s always friendly here.”
She waited to try a meatball sub and added, “The pizza crackers are a must.”
The two-story building housing the tradition-based restaurant is decorated with real artifacts from historic Kinston, such as bus signs and preserved ceiling panels.
“It’s a peaceful environment,” said waitress Jaleria Isler of Kinston. “Everyone leans on each other and we get the job done. (The owners) don’t ask you to anything they wouldn’t do.”
Kevin Hill and Joe Strickland have each worked at the restaurant for about five years, and unanimously agree the “family orientation” makes Pizza Villa special.
“The Laniers are nice people to work for,” Strickland said. “You get the same people all the time. It’s a good family business.”
Jessika Morgan can be reached at 252-559-1078 or at jessika.morgan@kinston.com. Follow her on Twitter @JessikaMorgan.