In the notoriously fast-paced, cutthroat restaurant industry, it’s easy to get lost in the numbers of survival.
No one wants to be that well-intentioned restaurateur who drained his family’s life savings in an attempt to bring “life” and “locality” to the pizza industry.
So restaurant owners do what they must to make a profit; they calculate the exact number of plates they need to sustain a Friday night rush; they buy the strawberries in bulk to save a few dollars or put up signs around the neighborhood to attract more business.
Every owner, that is, except Danielle Leoni.
Co-owner of The Breadfruit Jamaican Grill, Leoni said that the restaurant is her way of supporting the downtown community, and that she and fellow owner Dwayne Allen live simple, easy lives.
“We don’t buy things … everything we earn, we put back more in the downtown community (through the restaurant),” Leoni said. “It’s a labor of love.”
It’s a concept that is baffling to most, but one that has made The Breadfruit one of the most recognized and respected restaurants in the heart of downtown Phoenix since its opening three years ago.
Striving to reflect the relaxed yet passionate culture of their Jamaican restaurant, Leoni said they have worked hard to forge the symbiotic relationship The Breadfruit holds in its community.
The restaurant works closely with the Phoenix Public Market, and most ingredients in meals served at The Breadfruit are locally grown or farmed, Leoni said. Last year, they helped raise money to send a Phoenix Public Market employee to Italy to learn about the slow food movement, an international movement that encourages the consumption of clean, quality food and a dedication to buying from the community in order to help the environment.
They are also constantly hosting fundraiser events, Leoni said.
On their opening night, the busiest night of the year, The Breadfruit chose to donate a portion of the night’s funds to the Children’s Museum of Phoenix.
“I believe everything in life is a cycle, “ Leoni said. “You have to give in order to receive.”
Having always been involved in the downtown Phoenix area, Leoni said the idea for The Breadfruit came simply from her struggle to find somewhere to eat lunch.
She and Allen both worked at City Hall, and had a difficult time trying to find a relaxing spot that served organic food.
Spurred by this problem and her value of service to the community, Leoni said they chose to open The Breadfruit in downtown Phoenix because of their compatible cultures.
“There’s a certain feeling downtown,” Leoni said. “It’s very conscious about people, health and well-being.”
Natalie Abel, a 22-year-old who visited The Breadfruit with a few friends for the first time on April’s First Fridays Art Walk, said the restaurant definitely fit the downtown community.
“I don’t think I would have enjoyed it had I been in Tempe or Scottsdale,” she said, noting its “laid back” but “attentive” atmosphere.
For Leoni, that’s just what she likes to hear.
Although the recent addition of a rum bar last January has brought an increase in traffic to the restaurant, Leoni and Allen have yet to spend money on advertising since their opening, and still rely on word-of-mouth for business.
But as long as she’s helping spread energy into the community and helping things grow, Leoni said she isn’t too concerned about the numbers.
“Life is more than math,” she said.
Contact the reporter at nmlavell@asu.edu
