Collin County Business Review, Isabella’s, about the Proprietor

Isabella’s provides a slice of Italy to Frisco, Kenyon Price, Proprietor

by Tom Kleckner

Collin County Business Review

It’s a slice of Italy, tucked away off the beaten path on the windswept flatlands of North Texas.

Who would have guessed you could find authentic Italian food – handmade with fresh ingredients from the mother- land – in the land of barbecue and Tex-Mex.

“It’s all about the location,’ said Kenyon Price, founder and owner of Isabella’s Italian Restaurant in Frisco.

Somewhat hidden in partially developed Stonebriar Commons near the intersection of State Highway 121 and Legacy Drive. Isabella’s provides an upscale dining option to the many surrounding businesses, hotels and homes. The fare is traditional Italian, but with a modern touch – sophisticated, yet comforting. Price said.

Take the grilled sea bass topped with an olive pate, for instance, or the fileto di Maiale: grilled pork tenderloin stuffed
with mixed olives and pancetta and served with a veal demi glaze.

“It’s very forward thinking,” Price said.  “The filet is a traditional product, but it’s the way it’s served.”

In only its fourth year of existence,  Isabella’s has been well received. It’s been twice named the best Italian restaurant in Frisco, one of the Best Neighborhood Restaurants by D Magazine and Best Italian Food by City Search.

Isabella’s – named after one of Price’s two young children – has been sold out for much of the year, despite a limited
advertising budget. Word obviously travels fast, as does the repeat business.  “I want people to think of this as a
neighborhood restaurant. I want people to feel they can come here and have a salad, pizza and a nice bottle of wine,”
Price said (he makes it easy, offering wine flights and a range of mostly Italian and Californian wines for as little as $25). “I think one reason we’ve done well is we don’t compromise with our food.  People can count on a consistent product here.  They’re not going to get a bad meal.”

 Price’s attention to detail and customer service – honed by a 41-year career in the global hospitality industry – has helped Isabella’s thrive in one of the more difficult economies in recent times. He dug deep into his personal savings to stay afloat during a difficult first year, only to see the economic turmoil of 2008·09 slow the development of  Stonebriar Commons.

 ”2009 was a tough year, no question about it.” Price said. ·We’re standing very well where we are today. I’m cautiously
optimistic I don’t think we’re through with the economic roller coaster yet.  ”There is no exit strategy. The only reason we’re still in business is I tell the truth and I find ways to move forward.”

 To illustrate. Price tells the story of his first years in Italy, where he helped opened a resort hotel 20 minutes from Verona on Lake di Garda, named Palazzo Arzaga. The hotel suffered from numerous technical and service issues: that led to hundreds of customer complaints in its first three weeks.  Price took matters into his own hands offering free nights and discounts to keep the customers coming back.

 Price remembers one Deutsche Bank senior executive who was particularly upset after his initial stay. Price called him twice and wrote two letters. Then, while on a business trip to London, he stopped by the executive’s office and he met with him.

A lot of people don’t like to deal with complaints, but I take everyone’s complaints personally,” Price said. “I told him, ‘You will come back:”  Nodding his head knowingly, Price said, “He came back. ”
Earning a customer’s repeat business is important to Price. When the late billionaire Malcolm Forbes showed up unexpectedly at one of his successful – and sold out – New York City restaurants, Price and his maitre d quickly cleared some space in the middle of the packed room, set up a table and seated Mr. Forbes.  “Now why did I do that? Was it because Forbes was a millionaire?” Price asked. “No. I did it because he was a regular. He was a guy who visited us three times a month during our first year.”

Customers without Forbes’ billions are treated just the same.

 A couple made their first visit to Isabella’s recently – like Forbes, without reservations – and were told they would have to wait 45 minutes before they could get a table. They were seated in less than 15 minutes.

Perhaps the secret to Price’s success is his philosophy of treating everyone – customers, staff and vendors – equally and with respect, or perhaps it’s his love for Italy and its culture, where he has spent 10 years of his life at various hotels and resorts.

Price recalled with pride what one of his Italian employers told him: “You’re not so American.”

Neither is Isabella’s. With its warm pastel colors, outdoor patios and fountain and thick, wooden Tuscan beams,
Isabella’s takes the diner to a different place. What Price hasn’t recreated, he has brought with him: the art, chandeliers and fabrics.

The aptly named Wine Room, or Enoteca, can seat up to 18 for social or business functions. With its high, arching ceiling, it resembles an Italian wine cellar. Bottles of wine are stored upright in cubbies – they don’t last long, anyway – displaying the restaurant’s more than 100 available labels.

“We try to find wines that when people drink them, they say, Wow:” he said .•