FSR May 2022

On the Rise BY DANNY KLEIN

The Self-Expression Chain Along the way to growth, Tupelo Honey hasn’t lost sight of who it is or what its customers want.

TUPELO HONEY chief operating officer Caroline Skinner is watching a movement unfold. Perhaps driven by the pandemic, or simply uncovered by it, full-service consumers aren’t shy about what they want from restaurants. They expect brands to wear sourcing and ethos on their sleeves, to treat employ ees with care and serve food they feel good about—and do it all in a box that doesn’t look like it was designed in a lab. The good news is this is who Tupelo Honey has always been, Skinner says. Founded 22 years ago in Asheville, North Carolina, the Southern-centric brand has spread to 18 locations with three fresh markets on deck for this year (Indiana, Iowa, and Ohio). In fact, ever since current owner Steve Frabitore acquired Tupelo Honey in 2008 when it had two stores, the concept webbed out instead of sticking to concentric growth. In addition to its home state, Tupelo has restaurants in Colorado, Georgia, Idaho, Michigan, Ohio, Pennsylvania, South Carolina, Tennessee, Texas, Virginia, and Wisconsin. And seven of those have only one location. That speaks to both Tupelo Honey’s runway as well as the stakes with every opening. “As we’ve expanded,” Skinner says, “we’ve wanted to hold true to that food integrity, brand integrity, and also the spirit of individuality that’s unique to Asheville.”

ESTABLISHED: December 2000 FOUNDER: Sharon Schott CURRENT OWNER: Steve Frabitore HQ: Asheville, NC UNIT COUNT: 18 CUISINE: Southern

TUPELO HONEY HANGS ITS HAT ON ELEVATED SOUTHERN STAPLES LIKE SHRIMP AND GRITS.

Skinner says casual restaurants of yes terday were a status symbol for diners. Now, it’s about self-expression and values. Tupelo Honey guards that personality throughout its supply chain, employee care, and approach to food. It purposely designs large prep kitchens so chefs can make everything fresh; four-time James Beard Award semifinalist Eric Gabryno wicz is the brand’s vice president of culi nary and corporate executive chef. Purveyors are highlighted in-store and online. Tupelo Honey describes items on its menu as Forever Free, a way to explain that most of its proteins were raised without antibiotics or hormones. “We use the term ‘responsibly sourced’ because as we grow, we try to have aspects of local sourced,” Skinner says.

“But more important than that is we’re able to have integrity behind the ven dors.” She adds that these partnering businesses range widely in size, so some can supply Tupelo across all of its loca tions while others are involved regionally. Tupelo Honey is resonating with mil lennials and younger consumers in par ticular, she adds. And the brand’s biggest impact, thus far, has come in emerg ing, or reemerging cities; not big met ropolitans. This is a guest base that val ues social issues and product integrity. They’re also willing to pay slightly more for it, Skinner says, “because they care about the quality behind the food that they’re eating.” The brand is looking at markets where it can introduce Southern as a core pil

TUPELO HONEY SOUTHERN KITCHEN & BAR

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FSRMAGAZINE.COM

MAY 2022