Branding Spotlight:
Favazza's "On The Hill"
Among the most beloved and best-known restaurant brands on
"The Hill" — St. Louis’ famed Italian District — is Favazza’s Restaurant.
Family owned and operated since its debut in 1978, the restaurant sits in a graceful and completely remodeled turn-of-the-century building amidst more than two dozen other Italian restaurants within blocks of its Southwest Avenue address.
Favazza's Seasonal Outdoor Patio Dining
“When you are surrounded by as many worthy competitors as we are,” says Tony Favazza, owner and general manager of the restaurant, “you have to rely on your distinctive brand to not only differentiate your restaurant from all the others,
but to attract new customers and retain loyal fans as well.”
From day one, the rose has been the symbol of the Favazza’s brand. It was
Tony’s mother’s favorite flower and its presence is seen throughout the restaurant.
From the fine rose-etched glass door that welcomes diners into the entry hall, to
the menu, beverage napkins, server’s uniforms, guest checks and even carry out
packaging, "the rose" is ever present.
“We feel strongly about the importance of our brand,” says Favazza. “We’ve worked with CREATRAC for more than 20 years to make sure that our branding is relevant, consistent and omnipresent. When someone purchases one of our gift cards, for example, we rely on our branding to enhance the value of the gift itself. Our gift cards are packaged in handsome and matching gift card envelopes that further expand our brand.”
Favazza also acknowledges the importance of the restaurant’s staff in expanding the brand. Each employee personifies the brand as they interact with customers and each other. Many have been with the restaurant since the beginning and three generations of Favazza family members work in the restaurant.
“We take a lot of pride in the longevity of our employees.
And I believe that our staff takes pride in being part of the
Rose of The Hill brand."
