CONCEPT DEVELOPMENT
Having spent time with owner Leigh Hutchinson developing her initial thoughts, our next order of business was to FOCUS all strategy and decision-making around a crystal clear VISION: to provide a venue where Leigh could be completely and effortlessly herself. Leigh didn’t need to be the next Marcella Hazan, but she could be a gracious tour guide, bringing guests on an IMMERSIVE journey through family memories, Italian experiences and her unique expression of Italian cuisine and culture. We helped her evolve her initial vision, moving beyond terms like “authentic,” “rustic” and “nostalgic” and instead building an EXPERIENCE grounded in honesty, sincerity and reverie.
D Magazine put it best, four months after the debut: “It’s Italian right down to the philosophy … Via Triozzi’s best dishes may be nothing fancy, but that’s what makes them so appealing. After a year of dinner as see-and-be- seen theater, a nice slab of lasagna at grandmother’s house is just what we need.”
Working with Via Triozzi proved to be the perfect project for the combined talents of the 3BG:
concept development; storytelling; operations;
and marketing.
BRAND DESIGN
Via Triozzi’s branding, interior and collateral TRANSPORT guests into a different land and an environment imbued with the simplest luxuries: beauty, comfort, story, and really good Italian food. Drawing on the Italian countryside, where Leigh fell in love with her family’s food and culture, Douglas designed a visual narrative to bring her homeland alive. He sought that perfect balance: CRISP AND MODERN – but with a rich elegance that harkens back to a different time. The tone is warm and GROUNDED in history, but not fussy or reductive.
MENU DEVELOPMENT
From the first conceptual menu to opening night, Bradford and Leslie worked alongside Leigh and her kitchen staff to create a menu that both honored Nani Angie (Leigh’s grandmother) and expressed a modern take on ITALIAN CLASSICS. Leslie’s years of experience as a food editor meant she could see the menu as guests (and press) would. Did it express our overall brand vision? Did it stand out among local competition? Bradford’s years leading Michelin-caliber kitchens not only meant that the menu was solid, foolproof, and executable but also that the kitchen layout and equipment were MAXIMIZED for speed and efficiency.
On the beverage side, Leslie worked with Leigh to develop an all-Italian wine list that featured small producers, with a focus on natural wines and female-led wineries - which felt PERFECTLY ALIGNED with the brand we had created. ThreeBeanGroup brought in one of its partners, a world-class cocktail consultant, to create a smashing bar program anchored by cocktails that gorgeously evoked Leigh’s Italian dream.
MARKETING
As a VETERAN of the food scenes in New York, Los Angeles and now Dallas, Leslie was able to AMPLIFY Leigh’s voice, EXPAND the reach of Via Triozzi, create tremendous EXCITEMENT and ensure that the restaurant received the RECOGNITION it deserved from day one. It was named Best New Restaurant in Eater Dallas (2023), and included in Texas Monthly’s 10 Best New Restaurants (2024) and D Magazine’s Best New Restaurants (2023). Via Triozzi was named Best Italian in The Dallas Observer (2024) and garnered over 70 additional reviews, accolades and mentions in the past 3 years.