Press: Restaurant loyalty program donates to kids’ cancer hospital

Pamela Silvestri | By Pamela Silvestri | 
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on August 17, 2015 at 3:51 PM, updated August 20, 2015 at 12:40 PM

Hospitality 10 Card plans an ongoing plan to support community causes

STATEN ISLAND, N.Y. — One year ago, Huguenot resident Brian Spicciatie launched a restaurant loyalty program called the “Hospitality 10 Card.” And, business has grown nicely so far in that time, he says.

But now, Spicciatie says, “When someone purchases into the program…a portion of sales go to Kids Against Cancer Pediatric Oncology Center at Staten Island University Hospital” in Ocean Breeze.

“So, “Hospitality 10 Card” will donate 10% of their annual revenue from membership card sales for an entire year,” says Spicciatie, adding, “When someone purchases a card, we donate $3” to the hospital project.

The “10” in Spicciatie’s business moniker, by the way, refers to a 10 percent discount restaurant patrons receive when dining out at participating establishments, currently 35 on Staten Island. Cucumber of Princes Bay and Great Kills were among the first businesses to sign onto the program last year. Other places to join over time have included Miyabi Asian Food of Port Richmond, Staten Island Winery of Travis and Honor Wines in Tompkinsville. Price breaks are open to those who invest $29.99 annually into the program. 

Spicciatie is enthused about the give-back. He notes that the Staten Island University Hospital (SIUH) Service Auxiliary, the group that introduced him to the children’s cause, is the oldest continuous auxiliary in the United States, and is celebrating its 152nd anniversary in 2015.

“The new center is envisioned as a place where children can be treated close to home but yet far-removed from their disease,” says Spicciatie who points out the  building will hold a fish tank, waterfall and interactive video features.


A budget-conscious Spicciatie conceived of “Hospitality 10 Card” based on personal experiences with Groupon, and other coupon campaigns: He found them embarrassing to whip out computer print-outs public. Also, he wanted to develop a loyalty program for businesses, not a one-time-only visit driven solely by a coupon.

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Hospitality 10: Staten Island entrepreneur’s new restaurant discount card concept takes off

on October 09, 2014 at 5:00 AM, updated October 09, 2014 at 5:07 AM
STATEN ISLAND, N.Y. — Thanks to his gourmand grandma, Brian M. Spicciatie grew up loving food — especially dining out.

So, over the years, the budget-conscious Huguenot resident signed on to Groupon alerts and discounts through to satisfy his appetite. But whipping out those coupons and computer print-outs in restaurants was, frankly, embarrassing.

As he developed a taste for marketing, Spicciatie wondered: Just how much loyalty does a deep discount campaign really create for an establishment?

“With this struggling economy, both consumers and local business owners are hurting,” he said. “So there had to be a better way to help consumers save and connect them back to local business owners.”

So, prompted by his wife, Jayme, Spicciatie came up with a business plan and ultimately created “Hospitality 10,” a membership-driven discount program specific to the restaurant experience.


At the moment, Hospitality 10 is 22 members strong with venues like Il Sogno and Twisted Dish Tavern, both in Annadale; Craft House in Tompkinsville; Aunt Butchie’s of Brooklyn in Richmond Valley; plus Cucumber Sushi of both Great Kills and Pleasant Plains.

Because the Da Noi family of restaurants signed on with their properties — Bin 5 in Rosebank; 120 Bay Cafe of St. George; and the Da Noi venues of Ft. Wadsworth, Travis, Bayonne and Midtown Manhattan — the program is not exclusive just to Staten Island eateries.

Here’s how it works: For $30 through foodies can buy a membership card. When shown at participating restaurants, the card nets diners a 10 percent discount on food and beverage for up to a year.

“We do not take any percentage of business from the restaurant, but we do charge a minimal fee to the restaurants for the build-out of their web page and updates that are posted on our site,” said Spicciatie.

Members have unlimited use of the card and also score invites to “exclusive” events, notifications on new restaurants in the program — complete with profiles and photos of each eatery.

The card’s minimalist red-on-black design was sparked by a fluke: Inspiration for the logo hails from a “sexy” sake bottle Spicciatie spotted while shopping during the Christmas season.

“I am not kidding — I looked at TY KU’s bottle and said, ‘This is hot, I want to drink this,'” he said “I loved the colors and the logo, so I designed an ‘H’ in what I would think an H should look like in that font.”


What defines Hospitality 10 from other discount programs? The Staten Island-based start-up only deals in local restaurants. It doesn’t dabble in chains. Hospitality10 is exclusive to eateries whereas daily discounters like Groupon and Amazon sell anything from salon services to getaways and clothing.

“I am like a little kid with a big secret,” Spicciatie admits, keeping his cards close on the details. Nonetheless, he’s excited about the big possibilities for the company ahead.

But down the line, Spicciatie promises some “exciting ideas for the future.” He prognosticates neither an online ordering system for customers nor a massive menu catalog, as one finds on borough-based But he does foresee an expansion to participating restaurants in Brooklyn, Manhattan and New Jersey.

“I would also like to see our reach grow to other exciting and rich culinary cities across the country,” Spicciatie said. “If this happens, it would be awesome, because it could create more job opportunities within Hospitality 10 Card and our restaurants.”