Meet Isabella Santoro

We’re excited to introduce you to the always interesting and insightful Isabella Santoro. We hope you’ll enjoy our conversation with Isabella below.

Isabella, looking forward to learning from your journey. You’ve got an amazing story and before we dive into that, let’s start with an important building block. Where do you get your work ethic from?

I come from a long line of incredibly hard workers, so my work ethic is both inherited and shaped by powerful examples. My mom opened her restaurant in 2004, and for over 20 years I’ve watched her pour more time, energy, and heart into the business than anyone else. She’s never wavered in her dedication—she’s the first to arrive and the last to leave. Before that, she was a sales rep for a natural remedies company, traveling all over Italy and going above and beyond every single day.

Her mother—my grandma Lois—was just as relentless. She raised five kids while working multiple jobs and running a household. She came from hearty Norwegian stock that understood hard work and hard times, and that grit has definitely been passed down.

My dad, who is Italian, originally earned a master’s degree and became a tenured professor. Then in his 30s, he made a bold career shift, going back to school in the U.S. to become a chiropractor—despite English not being his first language. He opened a successful practice and, even now at nearly 76, he still works.

And my husband? He might just be the hardest-working person I’ve ever met. He built me a restaurant, renovated our home, services our cars, and fixes everything under the sun. On top of that, he’s mastered every role in the kitchen and performs each one with pride and precision.

I’ve been working since I was 14, and I’ve learned that the restaurant industry is not for the faint of heart. Long after our employees clock out or start their weekend, my husband and I are still cleaning, ordering, balancing the books, and prepping for the next day. The work never ends—but when you’re raised on this kind of example, it just becomes part of who you are.

Great, so let’s take a few minutes and cover your story. What should folks know about you and what you do?

I’m the proud owner of Northside Diner, located right on the square in Washington, Iowa. We opened on June 1st of last year, breathing new life into a beloved local space that had sat empty for over 14 years. The building was formerly Winga’s Cafe, an iconic eatery that closed in 2006, and when we bought it, not a single update had been made since the 1960s—so we truly started from scratch. Today, I’m thrilled to say Northside Diner is an award-winning restaurant, and we’re about to celebrate our one-year anniversary!

We call it a retro diner with a modern twist. We serve classic Midwestern comfort food—think meatloaf sandwiches and tenderloins—but with an international flair that reflects my love for global flavors. Some of our best-selling items are the falafel wrap and poké bowl. The vibe is fun, nostalgic, and book-themed (yes, really!)—and it’s designed to be as welcoming as it is delicious.

Before launching Northside Diner, I worked for years at Cafe Dodici, my mom’s restaurant, which opened during my senior year of high school. That experience sparked my lifelong passion for hospitality and the power of a well-run restaurant to create community.

I’m deeply committed to Washington—its people, its culture, and its future. I serve on multiple boards and committees focused on the arts, tourism, and community development. I’m the Vice President of LET’s Center for the Healing & Creative Arts, and I’ve helped lead initiatives like bringing murals downtown, expanding the library’s offerings to include a makerspace, and securing two major designations for our town: Iowa Great Place and Downtown Entertainment and Cultural District.

My husband and I are also renovating another beautiful historic building downtown, with plans to turn it into yet another inviting, multi-purpose space that can serve both locals and visitors.

Beyond the restaurant world, I’m passionate about women’s rights and access to education, which is why I’m active in my P.E.O. Chapter. I also serve on the library board of trustees (my love of reading is legendary—just look at the literary artwork at the diner!), the hotel-motel tax administration committee, and I’m a proud supporter of Main Street Washington, the Washington Chamber of Commerce, and the Washington Economic Development Group.

Simply put: I love Washington. I believe in this town and all the people working to make it shine—and I’ll happily tell anyone who will listen why it’s such a special place to live, visit, and invest in.

Looking back, what do you think were the three qualities, skills, or areas of knowledge that were most impactful in your journey? What advice do you have for folks who are early in their journey in terms of how they can best develop or improve on these?

1. Stubbornness.
The restaurant industry is brutal, and if you’re the type to give up easily, it’ll chew you up and spit you out. Getting a return on your investment takes a painfully long time—and the investment itself is enormous: financially, physically, and emotionally. And once you’re open, you’re really just getting started. You work harder than you ever thought possible, all while managing a team that will be your lifeline one day and test every ounce of your patience the next. People will tell you not to do it (including yourself, more than once), but what’s kept me going is sheer, dogged stubbornness. I’m stubborn about my vision, stubborn about creating something great, and stubborn about not giving up—no matter how tempting it is.

2. Experience.
Having 20 years in the restaurant industry before opening my own place was invaluable. I had a sense of what to expect—the dos, the don’ts, the “never agains.” But even with that background, mistakes still happen. Life constantly throws new challenges at you that no amount of experience can fully prepare you for. Sometimes you respond well, sometimes you don’t—but being grounded in real-world knowledge is always better than flying blind.

3.Patience.
Not just with the slow ROI, but with people. Customers, employees, purveyors, delivery drivers, health inspectors—everyone. As the owner, the buck stops with you. That means owning your mistakes and everyone else’s, and doing it with grace (or at least without yelling). Sure, getting glowing customer feedback is magical. But taking criticism—especially when it’s harsh or unfair—is a true test of character. And don’t get me started on the emotional gymnastics required for hiring, firing, training, coaching, no-shows, excuses, and team dynamics. Patience isn’t optional—it’s survival.

My advice:
You need to be a people person, but not a people pleaser. There’s a difference. If you try to make everyone happy all the time, you’ll burn out fast and get taken advantage of. Stand your ground. Don’t let vendors overcharge you or avoid credits they promised. Give employees second, third, even fourth chances—but recognize when it crosses into being used or lied to. Listen carefully to customer feedback and do your best to fix mistakes—but also know when to draw the line. Some people just want to complain, and nothing you do will ever satisfy them. Don’t let the handful of bad apples sour your love for the work—or the people who truly appreciate what you’re building.

What has been your biggest area of growth or improvement in the past 12 months?

Over the past year, one of my biggest areas of growth has been learning to trust myself. I’ve always had a tendency to assume someone else must know better than me—to seek outside advice or help before making a decision. And while there’s absolutely value in learning from others, I’ve realized how important it is to also listen to my own counsel. After all, I’m the one who has to live with the outcomes of these decisions—good or bad.

What I’ve discovered is that it actually feels better to own the results, no matter what they are. In the past, it felt easier to blame someone else if something went wrong. But now, I find it far more empowering to say, “This was my choice. I did my best. I stand by it.” If I defer to someone else and it goes well, the success doesn’t feel fully mine. And if it doesn’t go well, I end up regretting that I didn’t trust my gut.

This past year, I’ve leaned into making decisions based on my own vision and instincts—from the menu and kitchen layout to hiring choices and our social media presence. Not everything has been perfect—but it’s been mine. I can honestly say, “I did it my way,” and that feels incredibly rewarding.

Also… doing more yourself saves a ton of money. So there’s that. 😉

Contact Info:

• Website: https://www.northsidediner.com
• Instagram: https://www.instagram.com/northsidediner.iowa
• Facebook: https://www.facebook.com/p/Northside-Diner-61558227127770

Image Credits

Drish Photography. Isabella Santoro.
The Iowa Gallivant