In 2017, my uncle celebrated the opening of a new pizza business in Carson City, Vino’s Pizza, continuing a long held family tradition.
My family also worked in the pizza business for 15 years, with my father owning two Mountain Mike’s franchise locations. Inspired, my uncle later used the skills he acquired through working there to form his own business where he is more hands-on with the recipes, self-branding, and restaurant culture.
With one son and two daughters, my uncle has lived with a nonstop schedule since the start of his business. As his family has grown, Singh has also been striving to grow his business. In January 2021, he opened a location in Sparks, followed by another at USA Parkway, in November 2023.
“I took this opportunity of the business being a success to find the best location for additional openings,” Singh said.
The logo for Vino’s Pizza is a play on the letters of his name, Binu aligned with the visuals of an abstracted pizza. Growing up in Punjab, India, he is referred to by his known name and that is Binu. However, after arriving in the U.S. and opening his business, he also has been nicknamed Vino. A missing pizza slice is seen as a cut-out for the letter, with the slice serving as a comma.
Vino’s Pizza logo is displayed on the buildings of all three restaurant locations. The bright colors and simple font create an eye-catching appeal - Photo by Khushleen Khera.
“I took the advice from family and friends and executed a combination of our ideas with the help of professionals,” Singh said, explaining the creative process when developing his business and brand.
As I visit Vino’s Pizza throughout the years, I can see the passion and hard work my uncle implements throughout every aspect of his business. From carefully attending to customers to decorating the space with a warm ambiance, he puts his all in his work.
“My favorite part of this daily routine is meeting new and frequent customers. I love having those small and short yet personal conversations,” Singh said.
Singh takes the chance to interact with every customer he can, embracing a warm, welcoming environment - Photo by Khushleen Khera.
With what is served at the restaurant, there is a detail in highlighting the variety of both pizza and wine. The walls of the interior display lines of wine, paintings, and subtle restaurant decor to match the theme of the brand. Vino’s Pizza’s menu includes a wide selection offering loads of topping options, garlic twists, wings, and desserts.
“The recipes and taste combinations we follow here were also recommendations from family and friends, I want to make what the people want,” Singh said.
The interior of Vino’s Pizza restaurants is adorned with winery decor and warm ambient lights. The pizza shown is Binu’s special veggie recipe, including a variety of vegetables and barbeque sauce on top - Photos by Khushleen Khera.
With now three locations, my uncle jumps from one restaurant to another depending on which one is busiest that day. Operating each restaurant and being the boss of multiple employees requires nonstop tasks. I am fascinated with how he proceeds to successfully run each restaurant.
Each restaurant has become a space for my uncle to indulge in his passion for business and celebrate familial gatherings. Beyond just serving delicious pizza, these locations have fostered a sense of community, where friends and family gather to share memories over a meal.
Fragment of a design on the initials of Vino’s Pizza displayed on a door leading to the outdoor seating of the restaurant - Photo captured by Khushleen Khera.
“I hope to continue growing my local business and enjoy this journey with my family, employees, and customers,” Singh concluded.