A plaque remaining from the Big Apple Night Club at West 135th Street and Seventh Avenue in Harlem.

Above, a 1934 plaque from the Big Apple Night Club at West 135th Street and Seventh Avenue in Harlem. Discarded as trash in 2006.

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Entry from April 23, 2006
“No diet Coke, no skim milk, no decaf coffee—Just good food” (Pepe Rosso)
The Pepe Rosso chain of restaurants (Pepe Giallo is at 253 Tenth Avenue) offers old-fashioned Italian food at reasonable prices. The motto is: "No diet Coke, no skim milk, no decaf coffee -- Just good food."

Skim milk is not good food?

http://www.gayot.com/restaurantpages/info.php?tag=NYRES991145-02&code=
Pepe Rosso
110 St. Marks Pl. (Ave. A & First Ave.)
New York, NY 10003
212-677-6563

Pepe serves standard but good old-fashioned Italian fare at nice prices. Their motto: No Diet Coke, no decaf coffee, no skim milk -- just good food.

http://www.nextmagazine.net/restaurants/pepegiallo.shtml
Pepe Giallo
253 Tenth Avenue
New York City
(212) 242-6055
(...)
He eagerly informed us that the authenticity of the food was due to the culinary skills of Italian native and part-owner Mauro Servisi. This was reaffirmed when we noticed Pepe Giallo's creedo emblazoned on the kitchen wall, menus, and T-shirt's of the waitstaff: "No diet coke, no skim milk, no decaf coffee, just good food."

Pepe Giallo is open Monday through Saturday 11am-11pm, and Sundays 4pm-11pm.
—By Gary Montgomery

http://www.10best.com/Chelsea,New_York,NY/Restaurants/Italian/index.html
Pepe Rosso To Go
253 10th Ave, Between 24th &25th St, New York, NY 10011 · 212-242-6055

Description: CHELSEA. One of Chelsea's best bets is this affordable eatery, located between 24th and 25th Streets. Pepe's offers everything from spaghetti to deliciously homemade focaccia sandwiches. If you want a seat inside at lunchtime, make sure you get here early beacuse there aren't many and it feels up quickly. Just know that this isn't the place to go if you are trying to be on a diet - as their motto goes: "No diet coke, no decaf coffee, no skim milk - just good food." Reservations are not accepted. TRAIN: C, E to Spring St

http://www.chowhound.com/boards/crave2/messages/1727.html
Subject: Re(1): Gnocchi
From: (Pam Sommers)
Posted: March 30, 1999 at 14:29:14

In Reply To: Gnocchi
Posted by Denise on March 24, 1999 at 17:00:54

Message:
I didn't actually have them, but my husband & I had
lunch on Sunday at Pepe Rosso in Soho and the gnocchi
looked marvelous! The bowlful was under $6 and
everything there is homemade and very fresh and
simple. Their philosophy is posted: "No Diet Coke, No
decaf coffee, No skim milk - Just good food." They're
on Sullivan, just south of Houston and they have a
branch on St Marks Place. It's smaller than tiny, so
try to go at an odd hour. The onion foccaccia,
warmed, is out of this world.

http://whatisee.org/mt/archives/2004/01/
January 28, 2004
Pepe!

No diet coke, no skim milk, no decaf coffee, just good food

We found Pepe Giallo when we were taking tennis lessons at the Midtown Tennis Center a few years ago. It quickly became one of those places you remember when you're in the cab on the way home, hungry, and really don't feel like ordering in AGAIN.

The fact that it's a casual comfortable restaurant with tasty good-value food, friendly staff and almost never a wait had NOTHING to do with this.

14 April 1999, New York Times, "Peru Joins the Ninth Ave. Mix" by Eric Asimov, pg. F2:
The Pepe Rosso mini-chain of excellent Italian takeout spots may not be mini for long. Last week, it opened its fourth branch, PEPE GIALLO TO GO, in west Chelsea.

Pepe Giallo offers generous portions of simple, tasty Italian fare. Spaghetti Bolognese ($7.95) is hearty and meaty, while rigatoni amatriciana ($7.50), made with bacon, is subtly smoky. Somehow, the pastas arrive home perfectly al dente.

Chicken Milanese ($8.95), a boneless chicken breast breaded and fried, was a different story. It was crispy and juicy, with arugula and chopped tomato: delicious, until I got to the half that was burned black.

Like the other Pepes, this branch also serves excellent sandwiches.

Pepe Giallo to Go, 253 10th Avenue, at 25th Street: (212) 242-6055. Delivery: 16th Street to 35th Street, Ninth Avenue to West Street.

Posted by Barry Popik
Restaurants/Bars/Bakeries/Food Stores • (0) Comments • Sunday, April 23, 2006 • Permalink