Why guests come back to Hill’s, in Karapetyan’s words
“The restaurant business is not just a job; it is part of my soul, my outlook on life, and my understanding of quality and care for people,” noted Gayane Karapetyan, owner of the Hill’s restaurant, in an exclusive interview for HoReCa Magazine Armenia.
— Mrs. Karapetyan, how did the story of your business begin, and what inspired you to open this restaurant?
— I have been working in the restaurant industry for more than seven years, and I can say with confidence: for me, this is not just a profession, but a way of life.
The story of Gayane Karapetyan: service and atmosphere — Hill’s is special. The idea emerged as a result of an inner aspiration to create an atmosphere and an external demand — to fill what was missing именно here, on the territory of the fitness hall. We realized that there was a need for a place where guests could not just have a quick bite, but truly relax, enjoy flavor, aesthetics, and mood. This is how our restaurant came to be. It is no coincidence that its name translates as “elevation” — for us, it is a symbol of striving for growth, for quality, for a level that we want not only to maintain, but also to constantly raise.
My interest in the restaurant business dates back to my early childhood. My family ran a business in this field, and I watched with fascination everything that happened “behind the scenes.” Even then, I dreamed of becoming a chef or doing something connected with the atmosphere of hospitality. I loved cooking, did it with soul and love — and was especially happy when it brought pleasure to others.
Hill’s is not just about food. It is about emotions. We want every guest who comes to us to feel something more than just a delicious dish. Atmosphere, attention, care — these are what remain in memory.
For us, the most important thing is that everyone who leaves takes warm feelings with them. After all, without emotion, there will be no reason to return. And we do everything to make people want to come back to us — again and again.
— What sets you apart from your competitors — both in service and in concept?
— In Armenia, there is indeed strong competition in the restaurant sector — and that is wonderful. I sincerely believe that every restaurant has its own guest, its own atmosphere, and its own purpose. Healthy competition only helps us become better: it inspires, energizes, and pushes us toward growth.
As for Hill’s, our main distinguishing feature is undoubtedly the people. The team is the heart of the restaurant. It is they who convey the very energy, emotions, and attention that every guest feels. We do not just serve dishes — we create a mood. Imagine a person entering tired after a long day, and they are greeted by a smiling, attentive waiter, genuinely caring about their comfort. And suddenly, everything changes — it becomes lighter, warmer, cozier. This is Hill’s.
We are not just a restaurant. We are a place people want to return to because here they feel special.
— How would you describe the path your business has taken? What is the most important experience you have gained in the HoReCa sector?
— The path our restaurant has taken is a path of constant growth, learning, and overcoming challenges. One of the most difficult, yet at the same time key, stages is building the team. In the restaurant business, everything begins with people. Finding truly engaged, conscientious employees who not only perform their job but become part of the overall vision is no easy task.
Hill’s: The HoReCa sector requires special attention to detail, and over time I came to clearly understand that a waiter’s work affects far more than it may seem. They are the face of the restaurant, the one who forms the first impression and leaves the final emotion. It is thanks to such people that trust is born, and guests want to return again.
For me, the most valuable experience is understanding that a restaurant’s success is impossible without a strong, cohesive, and inspired team. And the journey from the first interview to true synergy has been a real school for me.
— What marketing tools and promotional strategies do you use to increase your brand’s recognition?
— The most powerful and effective tool for us remains word of mouth. We sincerely believe that the best advertising is a satisfied guest who leaves with warm emotions and a genuine desire to share their experience with loved ones.
Hill’s: When we are recommended to friends, when families are brought in, or when guests return again and again — that speaks to real value. We strive to ensure that every visit is remembered not only for the taste of the dishes but also for the feeling of comfort, attention, and care. It is precisely these emotions that form the foundation of our promotion: live interaction, sincere reviews, and trust.
Hill’s: Of course, we also use digital tools — social media, visual content, special offers — but the main driver of our growth remains the reputation built on guests’ real experiences.
— Your restaurant is located next to the Hill’s fitness club. How does this location influence your concept and target audience?
— This place is special to me — it was at the Hill’s fitness club that my professional activity began. I have warm memories associated with it, and it can be said that returning here in a new capacity was a natural and very heartfelt step.
Hill’s: The proximity to the fitness club directly influenced the concept of our restaurant. We aimed to create a space that would become a natural extension of the club — a place where, after a workout, one can relax, have lunch or dinner in a comfortable atmosphere, without losing the sense of self-care.
Our audience consists of people who value balance, quality, and a conscious lifestyle. We strive to align with these values — in the menu, in the level of service, and in the overall atmosphere.
— What goals and plans do you have for the development of your business in the coming years?
— We have many interesting and ambitious plans, but for now, I will not reveal all our cards — let some ideas remain a pleasant surprise for the future.
Nevertheless, I am happy to share one of our key directions: we dream of turning Hill’s into a full-fledged network. We see enormous potential in this — not just in expansion, but in creating spaces with a unified philosophy, atmosphere, and quality standards.
Hill’s: Our goal is for people to feel the very energy of Hill’s in different parts of the city (and perhaps beyond), wherever they go. For us, development is not only about growth in scale, but also in depth: the quality of service, the professionalism of the team, and attention to detail. We want to grow properly and with soul.
— Do you plan to participate in international or local events and forums within the industry?
— I have a very positive attitude toward such formats, as they provide a unique opportunity to stay informed about new trends and practices, as well as to network with industry colleagues. Even if we cannot always participate with our restaurant, I make it a point to attend such events as a guest. It is always a valuable experience and a source of inspiration for further development.
I approach the selection of events very consciously. For us, it is important that participation aligns with our goals and values. We strive not just to be part of the process, but to derive the maximum benefit — both for the team and for the development of the brand.
— How do you see the future of the HoReCa sector in Armenia, and what role would you like to play in these changes?
— I see the future of the HoReCa sector in Armenia as dynamic and multifaceted. Each year, this industry becomes increasingly rich and diverse. We are already witnessing the active development of new restaurant concepts, the introduction of innovative approaches in service and management. Gradually, the demand for high-level service, unique gastronomic experiences, and original ideas is growing.
I am confident that the market will continue to expand, and the Armenian HoReCa industry will gain international recognition for its creativity and commitment to quality. As part of this sector, we strive to be at the forefront — implementing innovations and staying on trend.
Our role in these changes is to be not just a restaurant, but part of a new cultural wave in gastronomy and hospitality. We want to inspire and educate industry colleagues, offer guests more than just delicious food, and contribute to the development of high-class service and unique restaurant concepts in Armenia.
— Mrs. Karapetyan, how do you stay motivated and what advice would you give young people aspiring to a career in the restaurant business?
— Svetlana, my main advice is to become a strong person, both internally and externally. In the restaurant business, as in life, not only professional skills matter, but also the readiness to face challenges. Every day brings new obstacles, and it is important to be able to handle them without losing faith in yourself. Work on your emotional resilience, learn to maintain inner balance, and do not give in to doubts.
Another key point is not to listen to outsiders. In any field, and especially in the restaurant sector, there will always be many opinions and pieces of advice. But it is important to listen only to those who truly understand your goal and can guide you in the right direction. Believe in your ideas, move toward your dream step by step, and do not give up at the first difficulties. Hill’s
Remember: the path to success is never easy, but it is by overcoming challenges that we become stronger. And when you see the results of your work, you will realize that every moment was worth it.Hill’s
