Check out the secret behind Zeus Street Greek's popularity and where it aims to go next

QSR Media spoke with Costa Anastasiadis, co-owner of Zeus Street Greek, to ask about the brand's recent plans, why the brand is so popular, and what it has in store for the future.

Zeus Street Greek aims to use time-honoured methods and family recipes to make food with "integrity, taste and freshness", honouring its Greek heritage to take its Greek street food to Australia. The brand offers a menu range which includes pitas, salads, and its signature slow-cooked lamb, pork or chicken from the souvla, served with a side of tzatziki and lemon.

QSR Media: What's new at Zeus Street Greek?

Costa Anastasiadis: It’s been a very exciting few months for all of us at Zeus Street Greek for a variety of reasons, here are a few:

• The successful launch of our first street food concept store at Westfield Sydney. Zeus Westfield Sydney is our eighth outpost since we launched Zeus Drummoyne in June of 2014, and is an exciting evolution for the brand. Despite the new location, smaller format and concise menu offering, customers can expect to be served up the same humble Greek street food they’ve come to know and love from Zeus. The Zeus Westfield Sydney menu, as with all of our stores, was designed with our purpose built, bespoke souvla machine at the centre. The trademarked souvla charcoals only the highest quality meat over volcanic rock resulting in tender, caramelised protein that finds its way in to Pitas and Spartan Boxes.
• Picking up the award for the Best New Concept at the 2016 QSR Media Detpak Conference and Awards, which was a very humbling moment and an award we’re very proud of.
• The successful launch of our ninth store, Zeus Broadway Sydney, which features a breakfast offering. The store was opened on Level 2 at Broadway Sydney. The new Level 2, FUSION, was unveiled after a fresh redevelopment and is now a complete hub for Food, Fashion and Beauty. We’re thrilled to have been a part of the redevelopment and are very much looking forward to settling into our new home and becoming a part of the vibrant Broadway Sydney community.

QSR Media: What differentiates your brand in the market? What do you think makes Zeus so popular?

Costa Anastasiadis: We saw an opening for great quality, affordable Greek street food and an opportunity for Zeus to become a fixture across a variety of retail formats from suburban high street stores to CBD premium food court locations. We wanted to create a space where people from all walks could come and experience the Zeus philosophy and feel at home. Our concept hasn’t changed but as we open new stores and as existing stores mature they evolve to stay in tune with the local community. This is why our customers feel like they are part of the Zeus family.

Further to that, Zeus pays homage to the ‘God of hospitality’ and the Greek custom of ‘filoxenia’ or ‘showing hospitality to all’. This is unique to Zeus and underpins everything we do, it’s the platform from which the Zeus experience comes to life across all touchpoints.

Our other key point of different and the cornerstone of each Zeus store is our custom built Souvla machines. Prior to opening Zeus Drummoyne, we spent two years developing this piece of technology to ensure the end result was the best of the best. The machine utilises volcanic rock for premium caramelisation of premium meat products – lamb, chicken and pork.

QSR Media: What are the challenges you find in the market right now?

Costa Anastasiadis: We’re up against all of the same issues that retailers are facing and that would broadly be costings. For us specifically, our initial challenge, which we believe we’re overcoming, was educating the sector about our offering. When Zeus entered the market two years ago, the brand of Greek street food we were delivering was relatively unknown so customer education has been key.

QSR Media: Any big plans you have before the year ends?

Costa Anastasiadis: Despite the challenges, which are not unique to Zeus, we are committed to a future in this category and are excited about the next 12 months and beyond. 2016/2017 will see continued store growth for Zeus, we’ll be moving into Perth and Canberra and will grow further across New South Wales with Balgowlah and Surry Hills. We will continue to innovate across diverse retail models from store design and flow through to the menu offering. Our customer centricity will continue to permeate throughout the business, we will continue to grow our loyal fan base across multiple touch points. We will continue to invest in technology as we have done so this year with the launch of our iPhone app as we believe it’s one of the key influencers to driving sustained growth. We will continue to attract and retain the best people.

QSR Media: How would you describe the brand now?

Costa Anastasiadis: Zeus Street Greek is a deeply modern brand built on millennia-old philosophies. Our old-meets-new attitude is a celebration of where we’ve come from and where we want to go. Our Zeus-mantra challenges Australia’s perception of the beloved ‘Souvlaki’: from a greasy, late night offering, to a healthy flavoursome meal. Ultimately, a modern harmony of traditional Greek street food and the best of Australian produced, in a relaxed contemporary environment. Fresh. Casual. Delicious.