“Most viral food videos follow a predictable pattern. Sprinkle in overly stylized shots of food, mix in scenes of attractive young diners and layer on the perfect song.
“Not Vince’s. Just about every Instagram video of Vince’s Restaurant and Pizzeria opens with an older gentleman in the frame saying the address of the Italian restaurant in Clearing, then proceeding to patiently describe every dish on the buffet line.
“Because he never says his name, most commenters assume he is Vince, but his name is Michael Parmigiani — though everyone calls him Micky. He co-owns and cooks the food at Vince’s Restaurant and Pizzeria with his older brother, Johnny.
“Nothing about the videos seems destined for social media virality in 2026. The family-owned restaurant doesn’t have a social media team or PR firm. Lynn Marie Young, head server at Vince’s, simply holds up her phone and Micky does the rest.
“Young has been stunned by the response.’We are getting people coming from all over the suburbs, and even out of state,’ she said. Recently, someone from Cleveland stopped here after flying into Midway because he saw the videos. It’s a huge surprise.’
“Part of the appeal is undoubtedly that Vince’s offers a value few restaurants do these days: a buffet of homemade food for only $15.95, with the purchase of a drink.
“But it’s obvious that people are also taken by Parmigiani’s unpretentious, old-school vibe.
“‘It doesn’t get more Chicago than you, my friend,’ one commenter wrote on Parmigiani’s most-liked Instagram post to date. Vince’s is the opposite of a trendy Downtown spot, and the videos couldn’t be simpler. Each video is one long take, with Parmigiani walking down the line, pointing out each dish, all in his classic South Side accent. You better believe sausage is pronounced ‘saw-sidge.’
“‘All of this homemade,’ Parmigiani said. ‘I made it this morning. With the Genovese, you have to cook all those onions down. If you use 1 pound of beef, you have to use 3 pounds of onions. It takes five hours or more. Once those onions disintegrate, you’re done.’
“The timing of this newfound attention is especially sweet because Vince’s is celebrating its 70th anniversary.
“Parmigiani’s parents, Vincent and Mary Parmigiani, opened Vince’s in 1956 near South Sangamon and West 87th streets in Auburn Gresham. Both had plenty of experience cooking Italian food.
“‘My ma’s side of the family is from south of Naples, and my dad’s side is from about a half hour away from Rome,’ Micky Parmigiani said. ‘I still have first cousins in Rome.’
“In 1969, Vince’s relocated to 6229 W. 63rd St. in the Southwest Side neighborhood of Clearing. Ten years later, in 1979, it moved again to its current address: 6217 W. 63rd St. Vincent and Mary worked at the restaurant until they died, leaving their sons Micky and Johnny to take over.
“When I started posting the videos, there were only 23 followers,’ she said. ‘Then we got thousands of followers in less than 30 days. I couldn’t believe it. I didn’t even know how to use hashtags at first.’
“Young said she’s mostly just happy that the restaurant is getting the attention it deserves.
“’They really put their heart and soul into the food,’ she said. ‘The food is out of this world.’” (Kindelsperger, Block Club Chicago, 6/8/26)