Clarendon-born smoothie, acai and juice chain South Block has announced a new president as it rolls out national expansion plans.
Restaurant industry veteran Steve Heeley will guide South Block through its next chapter alongside founding CEO Amir Mostafavi, the company announced in a press release last week.
Heeley, a Fairfax resident, will lead the chain's strategy, operations and brand development. He brings over two decades of fast-casual restaurant leadership as the former CEO of Pokeworks, Veggie Grill and Earl of Sandwich.
"What drew me to South Block was the positive culture -- for both the team and guests -- the uniqueness and differentiation of the concept, and the passion of the people behind it," Heeley said in the release.
Founded in Clarendon in 2011 and headquartered in Falls Church, South Block currently has 19 D.C.-area locations and plans to grow significantly. Last February, the company announced plans to open 50 new stores from the Mid-Atlantic to the Northeast over the next few years.
The chain has opened four new D.C.-area stores over the past year and hopes to open five more locations through the rest of this year.
Two of these stores will be in Charlotte, N.C., the brand says -- its first locations outside of the D.C. area. One of the shops, listed as "coming soon" on the South Block website, is expected to open in late 2025.
"We're honored to welcome Steve to the South Block family," Mostafavi said in a release. "He brings a deep well of experience growing successful brands in a multitude of markets. Just as importantly, he truly understands and believes in our mission to 'make people feel awesome, one block at a time!'"