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Scaling a business isn’t exactly a walk in the park—especially in the competitive hospitality world. Just ask Amir Mostafavi, the mastermind behind South Block. His journey from one cozy juice bar to a thriving chain backed by private equity has been anything but boring. It’s a story packed with challenges, wins, and a ton of lessons that any restaurant operator or entrepreneur can learn from if they want to grow without losing their vibe.
In this podcast (and blog, because why not multitask?), we’re diving into how Amir pulled off South Block’s expansion, how private equity became a game-changer, and the golden nuggets you can apply to your own business. Spoiler: scaling doesn’t have to mean losing sight of your brand's mission.
Amir's entrepreneurial introduction started early, growing up around his parents' hustle. His dad ran video rental stores along with his mom, who was an expert at building customer connections. Watching them juggle the ups and downs of business gave Amir a front-row seat to what it takes to make things work.
At first, Amir wasn’t so sure about following in their footsteps. Long hours and constant hustle didn’t exactly scream "dream job." But after slogging through a corporate gig that felt more like a snooze fest than a calling, he realized he wanted more—something with purpose, passion, and a chance to actually connect with people.
Drawing from his mom’s knack for making customers feel like family and his dad’s grit to stick it out, Amir poured those values into South Block. What came out of it? A business built on connection, community, and good old-fashioned hard work. Turns out, those lessons from his parents weren’t just nice-to-haves—they became the foundation for creating something that truly lasts.
South Block’s first juice bar opened back in 2011 in a little 700-square-foot spot in Clarendon, Virginia. It wasn’t flashy, and honestly, it was on the quiet, south side of the block. But Amir wasn’t fazed. His mission? Bring fresh, healthy eats to a community that didn’t have many options.
Instead of spending big on ads, Amir got scrappy. He handed out juice samples at local yoga classes, popped up at health events, and made it a point to actually get to know his customers. Slowly but surely, word started to spread. The real game-changer? Açai bowls. Amir put them on the menu when most people didn’t even know how to say “açai.” (Ah-sigh-ee, by the way.) But he believed in them—and it paid off big time.
Over the years, by introducing people to new flavors and genuinely connecting with the community, Amir showed that loyalty isn’t something you buy—it’s something you build.
“People came to us because of the connection,” Amir says. “Our relationships with the community have always been the heart of South Block.” And honestly, that’s the secret sauce - er... juice?
After opening seven locations, Amir hit a turning point. South Block was growing like crazy, but it was clear that the brand’s organic, fast-paced growth would take more resources than what they'd used to get to this point. Amir knew that if South Block was going to grow strategically (not just wildly), he needed a long-term plan—and some serious financial backup.
So, he started looking into private equity partnerships. And let’s be real, that world can be intimidating. Amir had heard all the horror stories—private equity firms swooping in, gutting a brand’s soul, and focusing 100% on ROI. Not exactly the vibe he was going for.
Amir made one thing clear from the start: if South Block was going to team up with private equity, it had to be with a group that got the brand. Someone who understood its mission, its culture, and the founder-led vision that made it special. That’s where Savory Fund came in. Unlike the stereotypical “numbers-only” firms, Savory Fund actually specializes in working with founder-driven brands and values company culture.
Amir likens the process to dating. “You really have to ask yourself, ‘Do we share the same values? Is this someone I’d want to be in a long-term business marriage with?’” he says. When it came down to it, Amir trusted his gut and went with Savory Fund—not because they threw the biggest paycheck on the table, but because they truly aligned with South Block’s vision.
And guess what? It paid off. Partnering with private equity opened new doors for South Block. From upgrading their tech to fine-tuning operations, the brand finally had the tools to grow smarter, not just bigger. It was the start of a whole new chapter—and thanks to that careful matchmaking, South Block is thriving with its soul, culture and purpose intact.
With Savory Fund’s support, South Block expanded from 7 to 15 locations, with a clear roadmap to hit 50. Private equity funding made it possible to invest in:
But Amir emphasizes that while private equity provided resources, scaling still required leadership. “Don’t expect private equity to run your business,” he advises. “You’re still responsible for building your team, managing your culture, and delivering on your brand promises.”
Amir’s been through the ups and downs of entrepreneurship, and his experience is packed with real-world lessons for restaurant owners and entrepreneurs alike.
South Block didn’t grow by chasing foot traffic—it grew by building real connections. Amir and his team focused on creating a space where customers didn’t just come for juice, but for the vibe, the trust, and the sense of belonging. It's not just a juice bar; it's a feel-good zone.
For Amir, South Block was never just about blending smoothies and açai bowls. It’s about spreading good vibes and giving back. That’s why he started Fruitful Planet, a nonprofit that’s donated over 70,000 pounds of fresh produce to people who need it most.
Private equity isn’t a bailout plan. Amir made sure South Block’s numbers were solid before even thinking about scaling up. He also brought in the pros—accountants, investment bankers, lawyers—to guide him.
Picking the right private equity partner isn’t just about who’s offering the most cash—it’s about finding someone who gets your vision. Amir chose Savory Fund because their values aligned with his, even if their offer wasn’t the biggest.
Amir says South Block’s secret to scaling successfully was staying true to what made the brand awesome in the first place. Community vibes, a killer team, and authentic products remain their north star, no matter how big they get.
Amir’s journey isn’t just about turning a juice bar into a regional or national chain—it’s proof of what happens when you mix purpose, passion, and the right partners. For restaurant owners and entrepreneurs, his story is a reminder to grow in a way that stays true to your values while using resources like private equity wisely.
Thinking about scaling your own baby? Take a page from Amir’s playbook: always prioritize purpose, lean into what you do best, and remember—growth is a marathon, not a sprint.