Industry Vet Steve Heeley Joins 20-Unit Brand

Steve Heeley, who most recently served as CEO of Pokeworks, has taken the role of president at South Block.

South Block, founded in 2011, focuses on acai bowls and smoothies and operates 20 units across Washington, D.C., Maryland and Virginia. It turns to Heeley as it enters its next phase of growth and national expansion. He led Pokeworks through its expansion and, prior to that, oversaw growth as CEO of Veggie Grill and Earl of Sandwich. Earlier in his career, Heeley held executive roles at Baja Fresh, Au Bon Pain, and The Coffee Bean & Tea Leaf.

South Block formed a partnership with Savory Fund in January 2024 and in the past year has added four stores, including a location at the Dulles Int’l. Airport. This year, the brand plans to add an additional five stores, including two stores in Charlotte, N.C.

“Steve is exactly the kind of leader South Block needs for this next chapter,” says Andrew K. Smith, managing director and co-founder of Savory Fund, in the release. “He brings the operational depth and scaling expertise that pairs perfectly with (South Block’s founder and CEO Amir Mostafavi’s) visionary, founder-led energy. Together, they form a powerhouse team that will protect the heart of the brand while unlocking its full growth potential.”

Savory also invests in the following brands: Swig, R&R BBQ, PINCHO, Via 313 Pizzeria, Mo’ Bettahs Hawaiian Style Food, 86 Repairs, Saigon Hustle, Hash Kitchen, The Sicilian Butcher, and Houston TX Hot Chicken.