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New restaurant design is brighter, more open
Fazoli’s is finding bigger is not always better, at least when it comes to building design. Fazoli’s, a 243-unit premium Italian quick-service chain, recently opened its first-ever in-line restaurant – and its first new design in more than 15 years – in a suburban St. Louis shopping center.
The prototype restaurant, which opened last month, has 2,300 square feet with 70 seats. The chain’s existing locales, by contrast, range between 2,900 and 3,400 square feet with 96 to 140 seats.
Carl Howard, Fazoli’s president and ceo, said the new restaurant is producing strong sales, despite its smaller size. He also said a second unit featuring the new design is scheduled to open in Dayton, Ohio, in early March.
The company said the look of the new restaurant also is a significant departure from past Fazoli’s, both inside and out. The chain’s traditional Italian design was replaced with a vibrant contemporary look that is much brighter and open. “It provides our guests with a more inviting and fun atmosphere,” said Brand Director Stacy Hettich. “It is much more relevant to today’s guests, especially families.”
All-new graphics, including black and white photos of people enjoying Italian food, are set against a backdrop of vivid colors, while words such as “saucy” and “fast, fresh Italian” communicate Fazoli’s brand messages.
“As the economy improves, multi-unit restaurant operators will again be looking for new franchise opportunities,” Howard said. “This new prototype, combined with the other improvements we have made to the brand, are putting Fazoli’s in an excellent position to grow.”
In addition to the Dayton restaurant, Fazoli’s expects to open up to seven new company-owned and at least two franchised restaurants within the next 14 months.
Posted Feb. 11, 2010