STATEN ISLAND, N.Y. — When the DiMattinas first stepped into the former H & E Tool Rental space, the scene was stark—a single lally column rising from a cavernous floor like a lone sentinel. It begged for reinvention, ripe for transformation “Food Boss” style: bold flavors, family warmth, and a dash of DiMattina showmanship.
Set to open around Nov. 1 at 6451 Amboy Road in Pleasant Plains, Ariana’s Cucina is the latest venture from Frank DiMattina, a self-taught chef and social media star known as the “Food Boss.” With more than 3 million Instagram followers and solid TikTok fame, he has built a brand rooted in bold flavors, family values, and viral cooking content.
In 2022, the family began reshaping the space, carving out cozy corners and giving form to its expansive layout. Today, that vision has come to life as Ariana’s Cucina, a modern restaurant with a Main Street vibe, infused with design details inspired by their travels—from Southampton and Florida to the Italian countryside.
With more than half a billion TikTok views, DiMattina is giving fans a chance to savor his signature dishes in an à la carte setting featuring everything from Australian coffee beans to craft cocktails. Highlights include bags of house-made cookies, specialty coffee drinks, and menu favorites like eggplant rollatini, Bang Bang shrimp Caesar salad, and pasta filete di pomodoro.(Advance/SILive.com | Pamela Silvestri)
“We started on TikTok and went viral right away—almost half a billion views so far,” DiMattina said. “It’s been amazing. We’ve cooked for celebrities like the Yankees and Jelly Roll, and met so many incredible people. We just want folks to taste our food. When you walk in, you’re family. That’s what it’s all about.”
From left to right Frank, Marie Elaina, Ariana, Alexandra DiMattina with cousin Dominique Tarantola.(Advance/SILive.com | Pamela Silvestri)
The building, which housed H & E Tool Rentals since 1969, now features multiple dining concepts under one roof—a project more than three years in the making. Located across from the new Trader Joe’s, Ariana’s Cucina will be open daily from 11 a.m. to 11 p.m. in early November.
Bang Bang shrimp is a specialty of Frank DiMattina.(Advance/SILive.com | Pamela Silvestri)Rustic and modern design
The renovated space blends modern and traditional elements, with exposed rafters, brick walls, and antique fixtures that create a “farmhouse feel” reminiscent of East End Long Island eateries. Ariana DiMattina, the restaurant’s namesake, and her mom, Marie Elaina, handpicked the antique chandeliers — a feat to secure three matching pieces — along with a caddy-cornered hutch and a visual break on one wall: a row of seasonal flowers.
Some of the seasonal touches for now are fall-forward. Christmas and winter will bring the festive decorations for the chillier Staten Island weather. (Advance/SILive.com | Pamela Silvestri)
“We wanted rustic charm and an Old World aesthetic…but with a modern twist,” DiMattina said. “We’re trying to offer something fresh so people don’t always feel like they have to go to Manhattan.”
When the DiMattinas first stepped into the former H & E Tool Rental space, that scene was stark—a single lally column rising from a cavernous floor like a lone sentinel. It begged for reinvention. And here is what the room looks like today.(Advance/SILive.com | Pamela Silvestri)
Raised in Brooklyn and immersed in the restaurant industry from a young age, DiMattina learned to cook from his father and worked in family-run kitchens like Mark Frank’s in lower Manhattan. He now operates Ariana’s South, a catering venue also named after his daughter, where the family hosts private events and large-scale meals.
To the left of the pastry case is a family corner with portraits plus a lineup of saints to offer blessings on the new business. A prosciutto-slicer is to the right of the case. (Advance/SILive.com | Pamela Silvestri)
Dining options at Ariana’s Cucina will range from quick takeout to full sit-down meals. A standout feature is the coffee bar, which uses proprietary beans sourced from Australia.
“The coffee bar is insane—so many flavors,” DiMattina said. “It’ll rival Starbucks.”
The DiMattina’s found roadside stops in Italy to be an inspiring experience for their new venture. The flatbreads might remind of those restaurant visuals.(Advance/SILive.com | Pamela Silvestri)
Grab-and-go offerings include homemade sandwiches, pizza, focaccia, fresh mozzarella, and pastries. The dining room will serve Italian-American classics, and the full bar will offer specialty cocktails, including a variety of martinis.
Cocktails include a lychee sipper, limoncello spritz, a Negroni and an espresso martini made from the restaurant’s proprietary espresso beans. (Advance/SILive.com | Pamela Silvestri)
A separate speakeasy room, designed by Ariana herself, provides space for private events and has its own entrance.
Frank here is showing the entrance to the private party room, a space accessed by a bookcase door. When not used for parties, the space will be used as a speakeasy-style dining area. (Advance/SILive.com | Pamela Silvestri)
“It’s perfect for bereavements, celebrations—anything,” DiMattina said. Reservations for the private space are already underway.
The private dining room has its own bar and separate entrance. (Advance/SILive.com | Pamela Silvestri)
The business is a true family affair, with DiMattina’s wife, children including son TK, and niece Dominique Tarantola all involved.
“It’s a family-run, family-friendly place—and pet-friendly too. Bring your pet!” he encouraged.
Just five minutes from Ariana’s South, the new venue includes parking and plans for outdoor dining in warmer months.
House-made coffee and tea flavor combinations will be fresh-pressed and blended daily. (Advance/SILive.com | Pamela Silvestri)
Reflecting on his journey, DiMattina added, “We’ve done a lot of collaborations and we’re so grateful. I can’t believe how far social media has taken us. We’re hoping to get our products into Costco and ShopRite. It’s been a great ride—and thank God I have my family with me. We’re hands-on. We do everything—sweeping, mopping, cooking, cleaning, greeting guests. That’s who we are.”
Panini are among the grab-and-go eats at the soon-coming restaurant. (Advance/SILive.com | Pamela Silvestri)
Ariana’s Cucina will be open at 6451 Amboy Rd. in the heart of Pleasant Plains. Its sister venue, Ariana’s South, offers catering services at 4864 Arthur Kill Road and both can be reached at 718-966-4522 or via arianascatering.com.
Come on a tour of the restaurant starting at its light-filled entrance. (Advance/SILive.com | Pamela Silvestri)
This is the main dining room. (Advance/SILive.com | Pamela Silvestri)
Off to the side is the bookcase that opens into the private dining room. (Advance/SILive.com | Pamela Silvestri)
Once in the private dining area, guests can receive service from their own dedicated bar. (Advance/SILive.com | Pamela Silvestri)
Hand-torn romaine lettuce leaves and a lemon-kissed dressing make the base for a house Cesar salad. (Advance/SILive.com | Pamela Silvestri)
The pizza oven will turn out thin-crust pies and focaccia. (Advance/SILive.com | Pamela Silvestri)
Frank DiMattina’s rise as a social media sensation started on Mother’s Day 2020, when his son posted a video that quickly landed on Barstool Sports—and the momentum hasn’t stopped since. Today, Frank Sr. counts Jelly Roll, the Yankees, and HelloFresh among his collaborators as his reputation for bold Italian cooking continues to grow.(Advance/SILive.com | Pamela Silvestri)
The dishes themselves are interesting with bright colors and lemon themes, all products of Italy. (Advance/SILive.com | Pamela Silvestri)
To showcase Ariana’s Cucina’s attention to detail, look for the Marilyn Monroe-inspired tissue box—complete with a playful poof mimicking the actress’s iconic skirt.(Advance/SILive.com | Pamela Silvestri)
Also part of the attention to detail is the foyer leading to the bathroom area, featuring antique wallpaper and a quiet nook away from the future bustle of the dining room.(Advance/SILive.com | Pamela Silvestri)
This is a cozy corner in the main dining room.(Advance/SILive.com | Pamela Silvestri)
An underlit bar and small table lamps enhance the lighting, creating a warm, layered glow throughout the space.(Advance/SILive.com | Pamela Silvestri)
These Australian coffee beans can be sold whole or ground, or brewed into a fresh cup of coffee or espresso.(Advance/SILive.com | Pamela Silvestri)
And here’s Frank “Food Boss” DiMattina at the restaurant entrance, which features stonework and bench seating—a complement to the sweet character of Pleasant Plains.(Advance/SILive.com | Pamela Silvestri)
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