Perfecto's Caffe Opens For Business in Reading

After a seven-year wait to open in Reading, Perfecto's co-owner Max Gabriello certainly isn't looking to cause trouble in the new home of his latest caffe. But success can be measured in different ways, including sandwiches sold, bagels made, iced coffee served, and in Reading ... a spot in the police log.

When it gets busy at Bagel World, a competitor a few doors down, traffic spills out onto Main Street and the police are often called, making Bagel World a regular in the Reading Police log. On his first day in town, Gabriello could only laugh about pursuing such a quirky goal.

"Ya, I guess so," said Gabriello. "I don't want to make any police logs unless it's positive."

Max, 53, started Perfecto's Caffe with his brother Andrea, 64, and their first caffe opened in 1992 in Andover. Max and Andrea grew up in Medford and Andrea still lives there while Max moved to North Andover. Perfecto's has expanded with caffes in North Andover, Tewksbury, Peabody, and with it's opening at 6 a.m. Monday, now in Reading.

"So far so good," said Max of Day One. "It's been good. People are coming in. They're all very happy. They're very happy for us. They're all making us feel very good."

Perfecto's makes its bagels and muffins from scratch and if you love iced coffee, be prepared to make a decision, with more than 20 to chose from. There's everything from coconut sugar donut to thin mint cookie, to Boston Cream pie, all made without sugar by adding flavor extracts to the beans. The menu has a variety of egg sandwiches, wraps, salads, and if you still have room, a display filled with what they call, "sweeth tooth goodies."

While you're deciding on a coffee flavor, Max explains the decision to come to Reading and why it took so long to open.

"It just made sense. It's in our wheelhouse," said Max of Reading's central location, on the site where a tuxedo store burned down 12 years ago this week. "My brother and I bought this land seven years ago. It's been a long time. Getting through the town was pretty difficult, as far as the town's process. It was difficult to get through. There was a lot of stuff they made us do. It just took us a little longer than expected."

A Patch story last summer detailed the 19 places you could buy a cup of coffee on Main Street. But competition doesn't scare Gabriello.

"No, because first of all I think there's competition in every business, whether you're a hairdresser or a carpenter, or an attorney. Everyone makes a living. I know [Bagel World] has a very good reputation but we have a very good reputation as well. I hope to be able to do a good job and create my own customer base."

Creating that customer base will take time and energy but the brothers have a plan.

"I think when one of us gets tired, the other one fills in. We're always doing everything."

On Day One, there's no concern just yet about cars lined up on Main Street, waiting to get into Perfecto's. But minus the police log, Max can dream.

"I hope that happens for us some day."

Photo by Bob Holmes. Perfecto's is open Mon-Fri from 6 a.m. to 6 p.m., and weekend's from 7 a.m. to 4 p.m.