The Legacy Behind the Bowl: Exploring the 25-Year History of Water + Flour

 


When dining in South Tampa’s vibrant SoHo district, it is easy to get caught up in the modern aesthetics and trendy menus of the local restaurant scene. But behind every great neighborhood staple is a story. For Water + Flour—formerly known as the iconic Ciccio & Tony’s—that story spans over two decades, originating far beyond the Florida state lines.

Understanding the history of Water + Flour means understanding the very foundation of the Ciccio Restaurant Group (CRG). Here is a deep dive into the roots, the legacy, and the philosophy that built one of Tampa Bay's most successful culinary empires.

From NYC to SoHo: The Origins of a Tampa Staple

Long before the Cali bowls and naturally fermented sourdough pizzas took over South Howard Avenue, the journey began in New York City over 25 years ago.

The concept was spearheaded by James Lanza. When creating the restaurant group, Lanza looked to his family for inspiration, naming the company after his father: Frank (Ciccio) Lanza. Frank was not just a namesake; he was a highly successful Fortune 100 CEO and the founder of L-3 Communications. He was known as a true leader, and his business principles would eventually become the bedrock of CRG's operational philosophy.

Soon after launching in New York, the team decided to open a branch of their restaurant, then called Ciccio & Tony's, right here in South Tampa.

Falling in Love with the Tampa Mindset

When James Lanza came down to Florida for the official opening of Ciccio & Tony's, something clicked. He immediately fell in love with the Tampa Bay area, specifically noting the community's health-conscious mindset and energetic lifestyle.

Rather than viewing Florida as just another location for a single restaurant, Lanza saw it as a wide-open market. It was the perfect environment to start creating unique, innovative dining brands and expanding the business. That initial spark of inspiration in South Tampa is what eventually led to the diverse, wildly popular portfolio of restaurants that CRG operates today—including concepts like Green Lemon, Daily Eats, Taco Dirty, and Sweet Soul.

Through it all, Water + Flour has remained the anchor, evolving its name and its menu to reflect the modern dining habits of the community while staying true to its original home.

The CRG Philosophy: People Over Profits

What allows a restaurant to thrive for over 25 years in a highly competitive market? According to the team behind Water + Flour, it all comes down to their core metrics for success.

Instead of just looking at the bottom line, CRG measures its true success through two distinct lenses:

  1. Repeat Customers: Building a menu and an atmosphere that makes the local community want to return week after week.

  2. A Strong Team Culture: Cultivating an empowering environment for their staff.

The group actively continues to carry out Frank (Ciccio) Lanza's legacy. His philosophy was rooted in human connection—treating vendors, team members, and guests with the absolute utmost respect. When the staff feels valued and supported, that energy naturally flows into the dining room, creating the welcoming, laid-back vibe that Water + Flour is famous for.

Plan Your Visit

Ready to experience a piece of Tampa's culinary history? Water + Flour is waiting to serve you right where the adventure began.

The Location:

1015 South Howard Ave

Tampa, Florida 33606

Phone: 813-251-8406

Hours of Operation:

  • Monday: 11:00 AM - 9:00 PM

  • Tuesday – Friday: 11:00 AM – 10:00 PM

  • Saturday: 11:00 AM – 10:00 PM (Featuring Weekend Brunch from 11:00 AM - 3:00 PM)

  • Sunday: 11:00 AM – 9:00 PM (Featuring Weekend Brunch from 11:00 AM - 3:00 PM)

Catering Your Next Event:

Want to bring the legacy to your next gathering? Water + Flour offers comprehensive catering services. You can contact their dedicated catering team directly at (813) 845-0115 or by emailing catering@waterandfloursoho.com.


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