By ARIELLE DOLLINGER

On a recent Sunday in Astoria, Queens, Sal DePaola looked out the windows of Sorriso Italian Salumeria, a box of a store with its walls nearly bursting with Italian foodstuffs. Gesturing toward the street, he lamented that some of the area's residents seem set in their daily routines, too focused to even notice the humble storefront.

It's as though the store needs "one of those, you know, Vegas signs," said Mr. DePaola, 27, whose father, Frank DePaola, owns Sorriso. Flashing lights and colors. A reason for people to stop.

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Source: http://www.nytimes.com/