Earning the unofficial rank of an “emerging brand” is not an easy task in today’s oversaturated industry. A unique idea, excellent service, and an appealing menu is not always enough to secure a restaurant’s survival.
Charles Bililies, the CEO and founder of Souvla, shares his vision for the fast-fine dining restaurant on this episode of Emerging Brands. Based in San Francisco with four current locations, Souvla—a reference to the Greek word meaning “spit” or “skewer”—offers a modern version of traditional Greek gyro and souvlaki sandwiches with rotisserie roasted and naturally-raised meats, and features the only all-Greek beverage menu available in any United States restaurant. Frozen Greek yogurt is served for dessert.
“Souvla was conceived first and foremost as a brand,” says Bililies. In everything they do, “[we] really want to make sure it stays true to the soul of Souvla.”
While customers order meals at the front counter, they still enjoy typical fine-dining benefits like a server who brings food to your candle-lit table, fine wine, and bussing service. And they also enjoy a relatively cheap, reasonable bill at the conclusion of their meal.
Souvla operates under the motto “make it nice and be nice,” and the maxim is displayed on the walls of the restaurant’s kitchens and offices. For Bililies, the goal is to avoid the toxic culture of perfection that has become rampant in many modern restaurants while still consistently meeting and exceeding the highest standards of quality.
“Even though the physical menu doesn’t change, we’re constantly evolving and refining who we are and what we do and how we do it,” adds Bililies. Souvla is always striving to “find other unique ways to engage with our guests and our followers.”
Listen to the episode above to hear more from Bililies on the Souvla experience and what lies ahead for the company, and check out the Emerging Brands podcast to learn about other rising brands and innovators in the restaurant industry. You can also download the Top 150 Emerging Brands Guide to check out the full list of emerging brands from Foodable Labs.