Buona and The Original Rainbow Cone Open in Tennessee

Co-Branded Dining Franchise Pairs Two Chicago Legends: Italian Beef and Century-Old Ice Cream Tradition

Jesse Alvarez grew up just south of downtown Chicago, within walking distance from what then was Comiskey Park. The White Sox weren’t the only institution on the South Side back then; Buona Italian beef was a big part of Alvarez’ early years, too. “For holidays, family celebrations, any kind of large gathering growing up, Buona Italian beef was a staple in the Chicago area. My business partner, Tony Vendramin, grew up the same way.”

Alvarez and Vendramin recently brought a little piece of Chicago to their new home state, opening a co-branded dining franchise pairing Buona and The Original Rainbow Cone in an express format in Murfreesboro, Tenn., near Nashville. They have a contract on land in the greater Nashville area where they plan to launch another Buona and Rainbow Cone Express location.

The partners saw advantages in a co-branded franchise featuring the two Chicago icons under the Buona Companies portfolio. They knew that bringing the city’s original Italian beef and its most nostalgic ice cream shop to Tennessee would be a big hit with locals, as well as the many Chicagoans who had moved to the state in recent years.

Still, the partners had no idea that the co-branded dining franchise would resonate as it has. “I would say there were 250 to 300 people waiting in line for our grand opening,” Alvarez says. “The number of Chicago people who have come through our doors since we opened in September has been insane. So many were telling me how much they missed Italian beef and Chicago food, and how much they wanted a taste of home. And the people who have never tried Italian beef have loved it! We watch the looks on their faces as they take that first bite, and then we go and check on them and they say, ‘Oh my gosh! I’ve never had anything like this. It’s so good!’”

Co-Branded Dining on the Rise

Buona is a third-generation business still owned and operated by the Buonavolanto family who founded the brand in 1981 in Berwyn, Ill. Franchising since 2022, Buona restaurants include 34 corporate-owned locations and almost 20 franchises either in development or open.

Buona’s specialty, Italian beef, originated as an iconic Chicago street food that’s been popularized in the Hulu series “The Bear” starring Jeremy Allen White. Buona’s premium, all-natural, slow-roasted and perfectly seasoned beef is served on Italian bread with Buona’s all-natural beef gravy, and served “hot” (with spicy giardiniera vegetables) or “sweet” (with roasted bell peppers).

The Original Rainbow Cone’s storied history dates back to 1926 in Chicago, and features slices of five distinct ice creams artfully stacked (not scooped) on top of each other to create the perfect blend of flavors and textures. The flavors include orange sherbet, pistachio, Palmer House (vanilla mixed with maraschino cherries and walnuts), strawberry and chocolate.

In adding The Original Rainbow Cone to their portfolio, the Buonavolantos recognized a rising trend in co-branded dining. Today, prospective franchise owners may opt to invest in Buona, either as an inline or stand-alone drive-thru option, or in the free-standing, co-branded Buona-Rainbow Cone option.

Advantages of co-branded dining include:

• Greater Consumer Appeal. Pairing two unique yet complementary dining options creates a more diverse and exciting experience for guests.
• Cost Savings. Shared real estate and resources including staffing and management result in reduced costs.
• Increased Revenue Potential. Two brands in the same location creates multiple revenue streams.

A Buona-Rainbow Cone Partnership

In partnering in the franchise, Alvarez and Vendramin (pictured together above) leverage complementary skill sets and experiences. Alvarez’ early career was as a trader at the Chicago Board of Trade. But he sought an exit from the high-stress environment and saw franchising as his solution. He initially owned a restaurant and hair salon franchises. His wife, Kimberly, a former teacher, was interested in day care franchises, which they still own.

After moving to Tennessee, Alvarez says he used to joke about wanting to open either an Italian beef or Chicago-style pizza place. When he heard about the Buona franchise opportunity from a friend in Chicago, he contacted Vendramin, who also had moved to Tennessee and had a background in general contracting and commercial development. “Tony jumped at the chance because he also grew up on Buona and loved it.”

Since then, Vendramin’s son-in-law, who has extensive restaurant experience, has signed on as general manager, “so he’ll grow with us,” says Alvarez, who remains actively involved with both restaurants.

Creating New Memories

Becoming more rooted in the community – through membership in the chamber of commerce, making donations to a local charity, and introducing tastes of Chicago to new neighbors – has been even more rewarding than the partners imagined, Alvarez says.

“And all the memories Chicagoans have shared are amazing. We had one couple who said the very last day they were in Chicago before moving to Tennessee was their son’s high school graduation, and they had Buona cater that graduation party. That was their last meal. The next morning, they got up early, hit the road and left Chicago forever. And now, they’re sitting here, sharing Buona for the first time again as a family since moving here.”

Alvarez says Vendramin has had similar experiences. “Tony has been here so much, walking around, talking to customers. He’s come up to me so many times to tell me about the stories they’re sharing and how they’re reliving memories either with Buona or Rainbow Cone. He loves what he does in real estate and construction, but the other day, he literally told me, ‘Jesse, I haven’t had this much fun working in 10 or 15 years.’”

For more information about franchising, visit the Buona website.