The Gullah have been described as African Americans living in the Lowcountry region of the southeastern US, which has a vibrant food culture rich in fresh seafood, red rice, and Southern-style cuisine. And that is exactly what customers enjoy when they dine at Virgil’s Gullah Kitchen and Bar. Co-owned by married couple Gee and Juan Smalls in Atlanta, they serve authentic lip-smacking soul food with a Gullah Geechee twist. With specialties like Smotha’d Poke Chops (Two Fried Pork Chops, Smothered in Gravy over Jasmine Rice with your Choice of Vegetable), Slammin’ Sammen (Blackened Salmon with Jasmine Rice, Geechee Fried Corn, and Crab Cream Sauce, garnished with a Fried Oyster & Shrimp), I wanted to know more. Here are highlights from our conversation.
What menu items have been passed down through generations? Do you serve any recipes that were prepared for you in your childhood? What are they?
Most of our menu are dishes that Gee learned to cook growing up watching his parents, aunts, uncles, and cousins in the kitchen. Since he had never seen one of their recipes on paper, he had to figure out through trial and error the precise ingredients and preparation his relatives had used for their delicious meals. It was quite a daunting task but when our customers tasted our Shrimp and Grits with Crab Gravy, Red Rice, and Collard Greens, just to name a few, we knew recreating these dishes was well worth it.
How did you get your initial funding and investment to expand?
We secured the initial $10,000 through an investor and raised more by taking out a second mortgage, personal loans, and maxing out our credit cards. Ironically, we were shut down just eight months after opening because of the pandemic, but our business boomed when Atlanta opened back up. And because we were one of the first cities to open back up completely, our restaurant was filled each day with locals and visitors ready to be out and about and spend again. As a result, we could pay off our initial investment and open our second restaurant, “The Breakfast Boys” with Lorenzo Wyche. The success of both restaurants gave us access to more business funding, which provided the financing we needed to open our next two locations.
Share with us your culinary influence and inspiration from growing up in James Island, north of Charleston in the heart of Gullah Geechee culture.
Gee is of Gullah Geechee culture, the oldest Black Culture in America, it has always been a part of him. He left James Island at age 18, and now almost 30 years later, he is still just as Geechee through the food and how he cooks. Gullah Geechee culture is a very family-oriented, and tight-knit group of people. We bring this same love and joy into our restaurants, to ensure every guest feels at home when they dine with us through our food and atmosphere which is decorated with sweet grass roses and palm trees throughout each location.
As married co-owners of multiple locations, how do you split responsibilities and maintain smooth operations?
Gee handles the “business” side of the business and Juan handles the operations. Now owning four restaurants, we obviously can’t do it without the help of our strong leadership team to monitor all aspects while maintaining our daily operations. We are fortunate to have a talented team of leaders to ensure customers are satisfied, reinforcing our brand.
Do you have a social impact mission or community give-back program?
We believe strongly in feeding into our community. We sponsor a youth summer camp for Oce’s Development Center in Charleston and mentorship, mental health, scholarship programs, and annual honors gala for “The Gentlemen’s Foundation,” an organization we started before launching our restaurant. We support and donate to multiple local LGBTQ+ non-profits like 4US Sports, which is an organization that exists as a beacon to uplift, educate, and empower the LGBTQ+ minorities.
How important has social media been to customer engagement and growth?
It has been an essential marketing tool for us because it gives current customers the opportunity to share their experiences with their networks as well. Customers can express their passion about dining with us through words and visuals. This is very much appreciated since so many new customers tell us they have decided to try us after viewing posted pictures of menu items which enhance all of the dish descriptions.
What is your top tip for aspiring restaurateurs?
Roll up your sleeves and get to work. We think it’s important for restauranteurs to work in their establishments full-time for at least the first year. Get to know the ins and outs of your business and understand the tasks required for every position. Most importantly, don’t give up because if you love what you do and it shows in excellent food and service—your customers will keep returning and refer others.
Tenyse Williams is an award-winning Brand Strategist, an Adjunct Instructional Specialist at Columbia University and George Washington University, and Founder & Chief Communications Officer of Verified Consulting, leading a team of digital marketing professionals amplifying awareness for their clients. Follow her on LinkedIn.
