News

Fazoli's new prototype proves sales success

February 10, 2010

Fazoli'srecently opened its first in-line restaurant at a suburban St. Louis shopping center, simultaneously unveiling its first new design in more than 15 years.

The new restaurant opened Jan. 26 in an Edwardsville, Ill., shopping center. It is 2,300 square feet with 70 seats, considerably smaller than the chain's current locations, which are between 2,900 and 3,400 square feet with 96 to 140 seats. The new Fazoli's offers curbside carryout service rather than a drive-through.

President and CEO Carl Howard said the new restaurant is producing very strong sales, despite being smaller than the chain's stand-alone units. A second in-line unit is scheduled to open in Dayton, Ohio, in early March and will feature the same new design.

"One of our goals with the redesign was to test whether a smaller, less expensive restaurant could still deliver high sales volumes," 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."

The look of the new restaurant is a significant departure from past Fazoli's locations. The traditional Italian design was replaced with a vibrant contemporary look that is much brighter and more 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 phrases such as "saucy" and "fast, fresh Italian" communicate Fazoli's brand messages.

The opening of the new prototype follows last year's extensive overhaul and upgrade of Fazoli's food. Eighty percent of the menu is either new or improved.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. A new franchised restaurant is scheduled to open in March in Jonesboro, Ark.