There's a phrase in the software world called "a soft launch." It's when a software company launches a new product but doesn't advertise or promote it.
The idea is the new product will be tested and improved before the company invites the masses to buy it.
The same methodology seems to be at work at My Cousin Vinny's, an Italian restaurant that opened several weeks ago across the street from the Malden Center train station at 2 Florence Street.
Vinny, who refused to give his last name, owns the restaurant located near the corner of Pleasant Street. He said he moved to Malden from New York and opened up the restaurant as a favor to the building’s owner. The space used to be rented by another Italian restaurant, Artichokes, which moved to Wakefield.
Vinny said he has 30 years of restaurant experience and is looking to make My Cousin Vinny’s a spot for on-the-go take out food and a sit-down restaurant serving good Italian food at affordable prices.
“Once we’re up and running, we’re looking to attract commuters, families, and everyone in between,” he said.
Right now Vinny’s is operating from a small menu, but will expand by the end of the summer. Patrons now have their choice of pizzas, sandwiches, and pasta dishes, with a daily soup and appetizer.