Steve Salis On The Restaurant Industry, Heritage Concepts, And Scaling Brands

Dining at a restaurant has become much more than simply satisfying a basic human need to satiate hunger. Now, it is an experience. In 2023, the restaurant industry is making many shifts, such as utilizing innovative technology and engaging in eco-friendly practices. With many new trends taking over the American restaurant industry, one thing remains constant: consumers still want a human connection throughout their dining experience.

About 95% of restaurateurs have noted that increased automation for back-of-house operations would free up more time for important tasks, but owners have made it clear that they are not looking for automation to replace staff. Approximately 70% have said they will not lay off staff in favor of automation. While new technologies can help businesses maximize efficiency, it is crucial to maintain a personable relationship with the consumer.

After years of isolation due to the pandemic, customers want to connect now more than ever before. Around 86% of customers say that they want to communicate with the businesses they frequent. One way to stay connected to the customer is by seamlessly integrating into their lives, making the brand top-of-mid.

For Steve Salis, owner of Catalogue, getting to the bottom of exactly what consumers are looking for is imperative. What has he found? Consumers want better products, better quality, better value, and better experiences — for reasonable prices. He has translated these principles into a unique ability to scale brands through his ‘premium and approachable’ philosophy that creates high-touch third places integrated into the everyday lives of the customers in the neighborhood.

Federalist Pig, also known as Fed Pig, is a restaurant that pays homage to the great American BBQ traditions across the country while tapping into global palettes from Korea, Mexico, and Vietnam as well. In response to massive demand, Fed Pig is expanding its flagship location. Salis is renovating and remodeling the space to increase capacity and flip the traditional design aesthetic of most BBQ restaurants while doubling down on his premium and approachable philosophy. The new version of Fed Pig will use finer versions of the traditional distressed metal and wood finishes, implement an open kitchen concept with prominently featured smokers within a “jewel box” as well as include a bar and a large outdoor space. This renovation emphasizing luxury, but in an accessible way, is setting the foundation for Salis to scale the brand to multiple locations in the coming years. Having a well-rounded menu and a full bar ideal for different times of day and various occasions is one of Salis’s trademarks further enabling him to provide value to customers and further positioning him to scale.

Salis has also transformed Ted’s Bulletin into a multi-dimensional restaurant brand that adds value to the community. Playing on the brand’s pre-existing history — one of the owner’s Depression Era grandfather would open his house to serve food to the community — Salis turned Ted into an acronym embodying the same concept but fit for the modern era. Now, Ted stands for The Every Day. Ted’s Bulletin is a staple of everyday life for those in the neighborhood, as it offers all-day breakfast, lunch, brunch, dinner, and drinks — all of which are ideal for any occasion. Customers regularly return for a morning coffee, power lunch, date night dinner, and family brunches. The all-day New York style breakfast service, full bar, and the other menu variety differentiates Ted’s from other restaurants in the region, especially at its affordable price point. With an inviting ambiance, high-quality decor, premium food, and approachable prices, Ted’s Bulletin has completely ingrained itself in the community making each customer feel as comfortable and welcome as they would at home. This simple yet high-touch model is yet another strategy well positioned to scale.  

Lastly, Honeymoon Chicken has transformed the way diners view one of America’s longstanding indulgences: bone-in fried chicken. Salis has elevated the fried chicken experience at Honeymoon Chicken, with responsibly-sourced ingredients that can be paired with a bottle of Veuve Clicquot champagne. Both delicious and fun, Honeymoon Chicken is great for a boozy brunch or cozy date night. Salis has created yet another community staple driving return customers due to the premium and approachable experience. Honeymoon Chicken boasts a classic eat-in style bar overlooking the kitchen, in all its baking and frying glory, exciting the senses and harkening to childhood. Beyond this nostalgic yet modern environment where customers are clinking champagne over fried chicken, the lunch, brunch, and dinner menus with classic, reimagined, and vegan options draw customers back multiple times a week with different people and for different reasons. Salis’s premium and approachable philosophy enables him to create another community staple servicing multiple needs for its customers. 

To learn more about the Salis’s unique philosophy and keen ability to scale brands visit the Catalogue brand website here.

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