Branding Lessons from CITY GRIT Hospitality Group

It was not just service. It was a branded experience that turned

me into a raving fan. 

I came for a birthday dinner and left knowing our businesses would intertwine. How could they not? You know I love excellence. 

From the thoughtful gift waiting at the table to the spot-on wine recommendations, it was more than a meal—it was an experience. And that wasn’t a fluke. Even when I stopped by for an interview, I felt it again.

There’s something different about CITY GRIT - and it’s all by design.

Let’s examine what business owners and brand builders can learn from CITY GRIT Hospitality Group and its sister restaurants, smallSUGAR, and il Focolare Pizzeria.

“Staff buy-in doesn’t come before you give them authority. It comes after.”

1. Empower Staff to Refine the Guest Experience

Hunter and his team at CITY GRIT excel in creating memorable and tailored experiences for each guest. They maintain detailed notes on patrons, allowing them to seamlessly continue the relationship from previous visits. The team holds regular meetings to brainstorm improvements. Everyone is expected to lead and contribute—no matter their role. That commitment to continuous refinement is why CITY GRIT has seen:

• A 30% increase in revenue

• A 10% bump at their sister spots

Hunter attributes this success to authenticity and giving everyone a voice. He defines authentic behavior as being the same everywhere and honest in each moment. This mentality frees the staff to admit they don’t know an answer yet or to share that it’s been a rough day. At CITY GRIT Hospitality Group, the core value of “Everyone is a leader” is truly honored. Everyone is expected to be leading and learning. They’re all mutually responsible for improving the guest experience and strengthening the brand. 

Some leaders will feel uncomfortable with this approach to leadership, so I asked Hunter what advice he’d have for them because it is hard to relinquish control. He noted that staff “buy-in” happens after they’re allowed to make decisions, not before. Another by-product of this approach is a healthy culture. At CITY GRIT, knowing when to ask for help is celebrated. Being wrong is evidence of innovation and an opportunity to learn. 

The staff has gained confidence. They’re flexible. They look for the next improvement and take ownership of that change. Who wouldn’t see improvements in their business if that were true of their staff? 

But what about the times staff get it wrong?  Yes, any leader not already leading this way would likely ask this question. Hunter’s answer: " We’re willing to take that risk.”

Consistency + creativity = loyalty. CITY GRIT nails it.

Branding Takeaway: Your brand is built in the moments between people. Train your team to own the experience—and empower them to improve it.

“That’s the place that helped me become an adult.”

2. Infuse Your Passion Into Every Corner of the Brand

CITY GRIT’s success isn’t accidental. Founders Elie Yigo, Aron Hoskins, and Sarah Simmons built it around their passions. In 2014, FOOD & WINE magazine recognized Sarah as one of the "50 best chefs in New York City." Sarah's dedication to her craft is evident in every aspect of the business. Her journey from being named "America’s Home Cook Superstar" in 2010 to establishing CITY GRIT showcases how personal passion can drive a brand's identity and success.

I recently hosted a wine-tasting event there. I expected it to be great. It was next-level.

Sarah made wine education feel like a conversation, not a class. The food was edible art, and Sarah’s passion and in-depth knowledge of the wine made the experience unforgettable. She expertly broadened our horizons and shared her vision for making wine more accessible. 

From their in-house gift shop supporting minority-owned businesses to their intentional holiday menus, the CITY GRIT team uses their brand to reflect what they care about. This shows their dedication to elevating voices at all levels—in their staff, within the community, and around the world. 

Branding Takeaway: Your passions are your brand’s secret sauce. Don’t dilute them—dial them up. Make them part of the work you do. 

“They come for the food but stay for the hospitality.”

3. Build a Brand that Makes the World Better

CITY GRIT Hospitality Group is committed to positively impacting the community. They have set a goal to create 50 livable-wage jobs and operate on a no-tipping policy, ensuring fair compensation for their staff. Their initiatives also include a Workforce Development Program for non-college-bound youth from impoverished neighborhoods and support for local vendors through their in-house market.

For their outstanding work in both their restaurants and the community, CITY GRIT Hospitality Group was honored as a 2023 James Beard Award Finalist for "Outstanding Restaurateur." This recognition reflects their dedication to excellence and positive community impact.

And yet, it’s not about the accolades. It’s about building something that lasts.

Hunter shared his awe for the founders’ passion for the business, as seen in the minor details. Every concept at CITY GRIT is highly intentional. They reuse and stretch materials so they can run their restaurants very differently from others. They are giving and selfless at each turn, making CITY GRIT as much a leadership development program as it is three restaurants. 

CITY GRIT knows most restaurant workers are there temporarily.  Hunter admits their approach is a financial investment but sees it as worth it. The leadership team wants their young employees to consider their time at CITY GRIT as a time of deep growth. Hunter explains he’d love for them to think, “That’s the place that helped me become an adult.” 

This passion extends to their guests as well. Hunter explains, “They come for the food but stay for the hospitality.” CITY GRIT wants to be where you celebrate the best in life, regroup after a long week, and bring those most special to you. Hunter told me about a couple who mentioned a Disney trip. He shared his best tips over an extended talk. Months later, they returned in Mickey shirts, ready to tell him all about their vacation!

Their approach matters. It sticks. It is an excellent example of a brand operating with a mission. They want to serve exceptional food, but the mission runs deeper. 

Branding Takeaway: How do you wish the world was different? Even in the smallest interactions? How can you use your brand to make that a reality? Even if you don’t see a direct pathway, get creative and make a difference. 

“If it excites you, it connects with your people.”

If you're seeking an exceptional dining experience that embodies passion, personalization, and purpose, I highly recommend visiting CITY GRIT or any of their sister establishments, smallSUGAR, and il Focolare Pizzeria. Each offers a unique and delightful culinary adventure that stays true to the group's core values.

If you’re inspired and want to discuss ways to communicate and bring your vision to life through your business, let's book a fit call.  I help leaders do just that—through communication strategy, alignment work, and brand development.

Lindsey Cannon is the owner and Communication and Brand coach at Reify Copywriting.

She is on a mission to continuously ask, WHAT IF... because most things are possible, and the world needs more creative solutions.

She loves to meet hardworking business owners and help them elevate their communication and brand. Book a Fit Call with Reify to see how she can help you.