Micalizzi's Italian Ice Thriving In Milford

MILFORD, CT —Micalizzi's Italian Ice in Milford has a 1960's peace and love-themed decor. But since the shop opened in late May, the crowds it has attracted are reminiscent of the 80s or 90s - when Micalizzi's retail business was truly booming in Bridgeport.

"We have a big following in Milford and most of our customers and friends moved out of Bridgeport 30 years ago and don't come to Bridgeport now. We wanted to be close to where they live," said Jay Piccirillo, whose family has owned Micalizzi's since the early 1980s. "The business we're doing in Milford now, is what we had in the 80s or 90s (in Bridgeport), 30 years ago."

Micalizzi's, which sells Italian ice, handmade ice cream and other treats, opened in the old Subway restaurant, 1 River St., on May 29. Piccirillo, a former bodybuilding champion and sometimes pro wrestler under the name The Iceman, said people have been asking him to expand his retail business to Milford for 20 years. He said everything came together pretty quickly late this past winter.

Working with partners Alex, John and Rick Vazzano and Vincent Pezzella, Piccirillo said the group quickly identified a Milford spot that was ideal for many reasons.

"We were looking around during the pandemic, Subway went out of business and we homed right in on it," Piccirillo said. "Subway had walk-in freezers and a great setup. We didn't have to do much, we needed to (install) an oven for cookies. But the layout was set up. That worked in our favor."

Piccirillo said the location, near the popular Stonebridge Restaurant, is the busiest area in Milford, which has been a positive.

The decision was made to decorate the Milford shop in a "peace and love, tie dye, Woodstock" theme, which also helped inspire the location's signature item: the peace cookie," an ice cream sandwich on steroids," where customers can choose two kinds of cookies and two flavors of ice cream for their concoction.

While the Bridgeport store has soft serve ice cream, Piccirillo said the Milford store is more focused on the company's handmade ice cream - most popular flavor: cannoli -and, of course, the legendary Italian ice, most popular flavors: lemon, cherry, watermelon and blue raspberry.

Though some businesses have had trouble finding labor recently, Piccirillo said the Milford business was flooded with applications, many from students, and they eventually hired 10 or 12 from the 60 to 100 who applied.

"Lots of them think it's kind of cool working here," Piccirillo said. "(Once) they were kids having our product. They were overjoyed we were coming to Milford because they remember having this when they were little, and they want to work where they went as children."

Not that Micalizzi's products only are found at its retail store locations. The wholesale business is robust thanks to social media, Piccirillo said, with products being sold at restaurants throughout the state. There even is a Micalizzi's South in Daytona Beach, Florida, where the owner brings in Micalizzi's products shipped from up North.

"They don't have a product like that there. They are getting something that is East Coast, made here, with our water," Piccirillo said.

Another tier of the business, is the mobile Brainfreeze Bar, which brings Micalizzi's products to events and festivals. After a year of cancellations and postponements, Piccirillo said this side of the business is proving quite popular these days.

"It's overwhelming, there is too much going on at once," Piccirillo said. "Everybody is trying to make up for lost time. But I'm not complaining. We've had to turn some people away. But people shouldn't think they can't call. We are still available on certain dates."

Through it all, Piccirillo said the greatest satisfaction he gets from the business is that he is keeping up the legacy of his late father Andy, who began running much of the already well-known business in the late 1970s before purchasing it from founder Sal Micalizzi. Sadly, Andy Piccirillo passed away in 1984 at the age of 38.

"The biggest joy I have is that I'm able to carry on my family legacy," Piccirillo said. "My dad died young, and what he envisioned for the business over 40 years ago, I'm able to carry on and make his dream become reality. That's more rewarding then any dollar amount."