Joe’s owner arrived in Keller with a dream 30 years ago. He’s still celebrating

In 1987 when he was 19 Jeff Preljvukaj told his father goodbye and left Montenegro for the United States and a dream.

“Freedom, opportunity, this is why I wanted to come,” Preljvukaj, now 57, said. “I dreamed of coming to the U.S. ever since I was little. I would watch movies and think of myself being here.”

So, Preljvukaj, with the help of his father and a cousin already here, came to America. And now he is celebrating 30 years of owning Joe’s Pasta and Pizza at 837 Keller Parkway in Keller, opening in December 1995.

His journey began in New York, where he had cousins. He knew very little English, though he is now fluent.

He worked in several places in and around New York and New Jersey, enhancing both his language and business skills. Then, after a couple years he came upon another revelation.

Go to Texas.

Coming to Texas

Preljvukaj said his arrival in Texas immediately felt like home.

“Friendly people,” he said. “They made me feel welcome right away, and I knew right away I never wanted to leave.”

Again, he got a boost from a family member, an uncle who had a restaurant in Grapevine. Then, he later joined another cousin working for him at Joe’s in Hurst.

“When I landed in Dallas/Fort Worth I came to Grapevine and it was green and beautiful. I said this is where I want to be,” he said.

And while he didn’t quite make it back to Grapevine, he got close.

Next stop, Keller

After working in Hurst, Preljvukaj decided he wanted to own his own restaurant. A friend’s sister worked with him in Hurst and the friend heard of his interest, he told Preljvukaj of a location — the same one where the restaurant is now.

“He ate at Joe’s and said to me, ‘This food would do great in Keller,’” Preljvukaj recalled.

There was still a matter of being young and in need of financing to get started. A friend he’d met named Jimmy Lusha, who still owns Joe’s in Southlake, stepped up and co-signed the lease.

“I still don’t understand why, but I am so grateful to him,” Preljvukaj said. “He said, ‘If anyone can make it work, it’s you.’ Thanks to him, I’m here.

“Never forget the people who help you.”

Of course, he named his new restaurant Joe’s, in honor of both his cousin and Lusha.

Five years later Preljvukaj signed a new lease on his own, and it has been that way ever since. In fact, he opened a second location in Watauga in the early 2000s. Before his arrival at that location, several businesses had tried and were unsuccessful, Preljvukaj said.

Loved by locals

One look around the restaurant and it’s understandable why he’s lasted so long in business. Not only does it stay busy, locals love the food, prices and especially Preljvukaj and his staff.

“I’ve been working over there nearly 38 years, and I’ve been coming here since they opened. I loved it right away,” Scotty Carlisle of Keller said, pointing to a nearby business. “I’d come even if the prices were higher because the food is fantastic and the folks here are great.

“My wife loves the alfredo and I love their spaghetti with sausage. And the homemade dressing is really good, too.”

One of their most popular dishes is Duda’s Special, named after his cousin’s wife, who now works in the Keller location. It includes penne pasta, fresh garlic, mushrooms, spinach and a special pink sauce.

Chicken parmesan, egg plant parmesan, tortellini, lasagna and manicotti are also popular — and, of course, lots of pizzas are sold.

“When you get here, nothing is already prepared. Everything is fresh — no exceptions,” Preljvukaj said.

Jeff’s brother Rick manages the restaurant and has been with him since 2007.

“It’s a community restaurant. We feel like home,” Rick said. “We know these people, their kids, we’ve seen them over and over during the years.”

Flo Gashi, who has been there 19 years, said she remembers customers who were once in high school and are now grown up.

“Now their kids are coming in. Everybody walks in and they’re family right away,” she said.

Jeff noted that while Keller was much smaller when he arrived, with a population of just under 19,000 compared to around 46,000 today, the restaurant has remained largely the same. Even the popular mural on one of the walls is as it was when he originally opened.

“Keller wasn’t much when we moved in, one high school, everybody knew everybody,” he said. “But I think one reason people love the restaurant so much is we haven’t changed much. Like they say, if it’s not broken don’t change it.”

Joe’s is a family business

Jeff and his wife Mary have six daughters ranging from one in the fourth grade to age 25. They have all helped in the family business.

“I’m really grateful for what we have and what dad has accomplished,” said daughter Tina, 12. “It’s really nice to help out in the restaurant, also. I love saying hi to the people who come in.”

As for family back home in Montenegro, Jeff said he gets back in the summers. He also has a brother in Kosovo and he said his mother splits time between here and Montenegro.

While he still works a lot, Jeff does sometimes like to escape to a fishing hole. And he never tires of the mountains in Montenegro, he said.

“I have a four-wheeler and they have great roads,” he said.

But mostly, he loves the life he has created for himself, his family and many happy customers in Keller.

“I’ve been really blessed,” he said. “I’m happy with how things have turned out. I’m living my dream of loving life in the United States.”