Neo Christodoulou talks to MCA about his latest venture into Greek street food, and what sets Smashing Plates apart from its competitors
Smashing Plates founder Neo Christodoulou – formerly of the Athenian – debuted his new venture in June 2021, soon after his split from former business partner Tim Vasilakis in November 2020. However, It hasn’t been entirely smooth sailing.
He found himself hauling halloumi between his Tooting and London Bridge sites due to labour shortages. Between staffing difficulties and the Omicron setback, Smashing Plates had a challenging six months – but 2022 looks to be shaping up well.
Christodoulou reports strong growth in February at the four-strong business, amid high demand for souvlaki and gyros. Indeed, plenty has changed in the years since he launched the Athenian, with many more rivals entering the market for Greek food-to-go since 2014.
“It’s different from before, but I don’t see it as negative,” Christodoulou says. “It’s going to create awareness about the product. And that’s why we differentiate and experiment and do collaborations.”
Smashing Plates plans to experiment with stalls at food festivals and hosting their own music- and experience-based events to gain traction during other day parts. Christodoulou said this might mean restaurants divided between two concepts in the future – a street food stall and a dine-in restaurant.
There’s a lot of experimentation going on inside the kitchen as well. Christodoulou explained why Smashing Plates – described as on-the-go Greek food like you’ve never eaten before – isn’t just another forgettable souvlaki. “Our flavours are what set us apart,” he declared.
Smashing Plates boasts a mix of flavours, rotating specials, and an unorthodox sides menu, while staying true to their Greek roots.
“We kept our core authentic,” Christodoulou said, explaining that feedback showed customers were willing to try new sides but still wanted authentic Greek dishes.
Nevertheless, there’s demand for nutrition data and options unlikely to be found on a traditional Greek menu, like gluten-free dishes and plant-based alternatives. Responding to recent trends in the food-to-go sector, Smashing Plates introduced a plant-based sister brand, Smashing Plants. Available only on Deliveroo, Christodoulou calls it the perfect way to measure demand and feedback for new concepts.
They’re focusing on trying these out in their London venues, with no concrete expansion plans. “We would love to go to Cambridge, Bristol, Manchester, Brighton…But I want to take this year to polish the concept before we expand. We’re polishing our identity still,” Christodoulou said.
