Lisa and Jasher Feellove came back from Italy, France, the Netherlands, and England with a clear idea of what a cafe should feel like — the European bar-style espresso experience, where the standing room runs as long as the booth space and the regulars know which barista is working without looking. They opened FeelLove Coffee in St. George at 558 E Riverside Drive on the east side of town. The original room is small and intentionally so. The format isn’t drive-through coffee with extra steps; it’s an actual cafe, which is uncommon in the Mall Drive corridor where most coffee competition runs through chain franchises.

From Riverside Drive to Ancestor Square to Springdale

The brand expanded into the Ancestor Square block at 2 W St. George Blvd — the same downtown historic square that holds Painted Pony, George’s Corner, Benja Thai, Pizza Factory, and Bee Sweet. Then, in November 2023, FeelLove acquired the former Cafe Soleil space in Springdale and rebranded it as a third location. That move took the brand into the canyon corridor, where the morning espresso traffic to Zion is a steady volume that Cafe Soleil had built and FeelLove inherited. Three locations across St. George and Springdale puts FeelLove in rare company among 435 coffee brands — most stay single-location.

A Roast Program That Leans Light

The Feelloves run a light-roast, modern-style coffee program — the kind of orientation that tracks with what they encountered in European cafes — and a small but consistent food program that fits the bar-style format rather than the bakery-counter format. There is also a separate concept called The Feellove, a restaurant project led by Chef Shon Foster, that uses overlapping branding language. The two operations are not the same business. FeelLove Coffee is the family’s cafe brand; The Feellove is a different project, and the register needs to keep them disambiguated to avoid conflating two separate operators.

FeelLove in the 435

For a register of locally rooted Southern Utah businesses, FeelLove Coffee is a multi-location, owner-operated independent coffee brand actively expanding inside the 435 footprint. Three storefronts across two of the corridor’s most relevant towns — St. George and Springdale — and a clear ownership line through Lisa and Jasher make this a clean register listing. The 2023 acquisition of the Cafe Soleil space is also useful as a register example: a Southern Utah coffee operator absorbing another Southern Utah coffee operator, rather than a Wasatch Front or Vegas chain entering the corridor from outside.

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