It was apparent when I visited Wild Flower Restaurant & Catering, above, late one afternoon this summer, that the corner of Euclid and Laclede (the restaurant's location) is heavily travelled. Large numbers of people cross Forest Park Parkway from the Medical Center and walk north on Euclid to the CWE Commercial District. Whether they are medical residents heading home from work or visitors to the hospital looking for a change in scene, the area is a prime spot for restaurants. Wild Flower has been a favorite for diners since it was opened in 1995 by CWEnder Tracy Czarnec. Her husband Phil, a classically trained chef, is a partner in the operation.
With its inviting patio, planted and maintained by GM Jeffry Hakenewerth, and reputation for great food, it's been popular with St. Louis diners since it opened. But staying on top of the game is a continual challenge for restaurateurs. Recognizing the power of social media, Tracy and Phil recently named catering manager David Picard (pictured below) Sales & Marketing Manager with a focus on social media.
On a somewhat related note, one of the funniest plays I've ever seen was Fully Committed, a one-person play we enjoyed years ago at The Rep's Studio Theatre. The character plays an unemployed actor who's side job is to take reservations at a "hot" New York restaurant. His "office" is actually a cramped closet in the basement equipped with multiple landlines. The actor is constantly on one line or the other, sometimes two at a time, and frequently uses the phrase "fully committed" to let the caller know there are no reservations available. The availability of a table always depends on the identity of the caller.
Now that landlines are rapidly becoming obsolete, social media has become the way for businesses to communicate with customers. Information about a particular restaurant can be found on sites such Yelp, Urbanspoon and Foursquare. Reservations are often made on Facebook. David Picard, above, posts Wild Flower's daily features on Twitter and Facebook, and special reward deals reach customers on Foursquare too.
Each April Wild Flower hosts a Customer Appreciation Day which is announced on Facebook. Customers are invited to participate in painting the patio tables in preparation for the upcoming outdoor dining season. David is sitting at a table he painted with the restaurant's QR (quick response) code.
St. Louis Rams Tight End Lance Kendricks, a loyal customer, happens to be an artist who painted the table above.
The restaurant is also a favorite of the St. Louis Blues. David was bartending one night when a Blues player came in for dinner with his family after a game. Dinner service had ended but Phil Czarnec and David, who is not a chef, prepared the restaurant's signature garlic chicken. David said that it was also the night he learned to blanch asparagus.
Chef Leon Kruse served in the Navy and was the personal chef for a Rear Admiral. The chef sources local ingredients whenever possible. The grass-fed steak option that is offered each night comes from Jones Heritage Farms in Missouri. Chef Kruse is happy to cater to all types of diners and their preferences. There are many more diners requesting vegetarian dishes these days, and Kruse is also well-versed in gluten-free options. He will cook for pescatarians (vegetarians who eat fish) and those with nut allergies too.
Wild Flower has been named Best Brunch in the RFT a couple of times. The maple syrup used at brunch has been so popular the restaurant has plans to bottle it using their QR code on the label.
If you are looking for a special event space Wildflower has a room on the second floor that can accommodate up to 150 people. For larger parties they have an arrangement with the neighborhood's Mahler Ballroom on Washington just west of Euclid to hold the event there.
Wild Flower Restaurant & Catering, 4590 Laclede is open Tues. to Sat. 11 a.m. to 1:30 a.m. Dinner service until 10 p.m. Tues. through Thurs., Fri. & Sat. until 11 p.m., Sunday Brunch, 10 a.m. to 3 p.m., and yes they still have a landline: (314) 361-8282.