Greek Fast Casual Connection to GenZ!
On a recent episode of Fast Casual Nation, host Paul Barron welcomed Charles Bililies, Founder and CEO of Souvla, to discuss the evolution of the fast casual sector and its appeal to younger demographics. Celebrating its 11th anniversary, Souvla has pioneered what Bililies terms the "fast fine" category — a premium segment within fast casual that combines counter service with a full-service restaurant ambiance. This San Francisco-based brand has maintained its commitment to high-quality Mediterranean cuisine while navigating significant industry changes.
"We positioned Souvla as what we call the fast fine category," explained Bililies. "Fast fine exists within the fast casual genre but at the premium end. It's about combining the traditional fast casual model with my fine dining background." This approach has allowed Souvla to serve over a million meals annually across just six locations, creating what Bililies describes as "a restaurant where you still order at the counter, but it looks, acts, and feels like a full-service restaurant."
Bililies credits Souvla's success with Gen Z consumers to its flexible, omnichannel approach and consistent quality. "We've almost since the very beginning been an omnichannel business," he noted, highlighting how the brand embraced online ordering and delivery partnerships early on. This adaptability aligns with Gen Z preferences for convenience and flexibility. Remarkably, Souvla has maintained the same core menu throughout its history, resisting the trend to constantly introduce new items—a strategy that has fostered customer loyalty across generations.
When discussing scaling possibilities, Bililies offered a measured perspective: "The short answer is yes, but it will definitely take time to do it right." Unlike competitors who have rapidly expanded through venture capital or private equity funding, Souvla has chosen a more deliberate growth path, opening approximately one new restaurant per year. This allows the brand to maintain its high standards and financial health, with Bililies proudly noting that "our restaurants are all profitable—they've always been profitable, with the exception of 2020."
The conversation highlighted how Souvla occupies a unique position in the market, offering 80% of a full-service dining experience at 50% of the price. This value proposition resonates particularly well with Gen Z and Millennial consumers who seek quality, value, and flexibility. Bililies emphasized that Souvla's Greek-inspired menu offers "wholesome, healthy food" that customers "want to and can eat multiple times a week," providing a versatile option that satisfies contemporary dietary preferences.
Looking ahead, Bililies identified real estate as both a challenge and opportunity for fast casual brands. While downtown areas in cities like San Francisco offer favorable deals post-pandemic, affluent suburbs have seen increasing competition and rising rents. "From our end, we want to do more here... we want to get up to say 10 units here in the Bay Area," Bililies shared, noting that finding the right spaces with fair lease terms remains a priority for Souvla's measured expansion strategy.