It all started for Kim and Jon Dressler with the Dressler’s Restaurant at Birkdale Village in Huntersville, North Carolina. That’s where the Rare Roots Hospitality Group took shape. Chasing what they called a lifelong dream, Kim and Jon opened the doors in September 2003, strategically building a following, and forming lifelong friendships with guests.
The co-owners of Rare Roots Hospitality continue to build their legacy of culinary excellence, including Chapter 6, Dogwood Southern Table, Fin & Fino, Joan’s Bakery & Deli, The Porter House and Dressler’s. As one of the brand’s driving forces, Jon started in the restaurant business washing dishes at 16 and continued his learning by busing tables, serving and managing.
We sat down with Jon and Jason Hlewicki, Director of Client Services at Swinerton, the national general contractor that is helping Rare Roots extend its legacy.
What was the inspiration behind that concept?
Jon: The name ‘Rare Roots’ pays homage to the group of us that have been together for so long—which is rare in the fast-paced restaurant industry. We always intended to create a company culture centered around being a family and we are honored to celebrate five-year, 10-year and even 20-year anniversaries with many of our team members. “Hospitality” is what we provide on a daily basis.
What type of consumer are you targeting?
Jon: We target anyone who likes to dine. We want to make all people feel welcomed across all groups. We love what we do, and we are happy to share our passion and expertise with anyone who wants a seat at one of our tables
How does the design of the restaurant cater to what today’s consumers are looking for?
Jon: We intentionally design places that incorporate large bars, big open spaces, that have a bright and airy feel. We like to be a part of mixed-use developments in busy centers and neighborhoods. The design of our establishments and our menus reflect our emphasis on community dining and a desire for vivacious atmospheres.
Is there a location that really shows how the brand interacts with the community and customers? One of your favorites?
Jason: Chapter 6 is an excellent example of the Dressler difference. It is located in a really cool part of town, on a walking trail, in a thriving food and beverage area, and has spectacular nightlife. The community is dense with multifamily builds with subsequently high foot traffic. The large patio beckons people in from the outside and an Instagram photo opportunity in the mixed-use lobby is a popular stop.
What’s the biggest issue today related to the construction side of the business?
Jason: The biggest construction hurdles we face are seen across the construction industry as a whole- rising material costs alone, delayed material acquisition, and difficulty in securing subcontractor labor.
Are you optimistic about the restaurant marketplace for the remainder of 2024 & into 2025?
Jason: Recently, the food and beverage market has broken records for consumer spend. People are excited about exploring new culinary experiences.
Jon: I am eternally optimistic about our industry and our role in it. We strive to stand out in our guests’ culinary and service experiences and execute both at a high level.
What is your growth plan? What areas are you targeting?
Jon: We always have our eye on the market and expansion, but we thoughtfully consider timing and resources when evaluating opportunities and our desire to fill a need in the market.
What trends are you seeing?
Jason: We are seeing an increased emphasis on multifunctional spaces as shown by Chapter 6’s incorporation of open, indoor-outdoor dining. There are also many “compeateries” popping up that offer food and beverage alongside games like pickleball. We are currently building this kind of facility in the North End area.
Adaptive reuse is an ongoing trend as a way to revitalize old and outdated structures and breathe new life into them. Buildings that were previously used as factories, warehouses, or gas stations are now restaurants, office spaces, and boutique stores that incorporate the unique history of the structures and their surrounding communities.
What’s the secret to creating a “must visit” restaurant environment in today’s competitive landscape?
Jon: The secret to a “must visit” establishment is outstanding food, warm and friendly service, and a comfortable ambiance. Guests are looking for smaller plates and shareables to make dining more experiential and communal. They would rather share 4-5 dishes between the group then have one dedicated meal per person.
Tell us what makes your brand so unique?
Jon: We have a group of like-minded people that are passionate about service, family, food and beverage and we continue to push the envelope in our offerings. We put an emphasis on the overall guest experience and truly care about the small details that surprise and delight guests and take a place from ordinary to extraordinary.
One-on-One with Swinerton’s Jason Hlewicki
What’s the most rewarding part of your job?
Having a positive impact on people’s lives through our ability to create amazing spaces for people to work, live, worship and connect with each other throughout the community is extremely meaningful to me.
What was the best advice you ever received?
“Happiness is a choice.” An individual has the power to influence their own happiness through their attitudes, decisions and behaviors. While the world around us can impact well-being, this perspective emphasizes the importance of a positive mindset and proactive efforts in cultivating happiness.
By focusing on gratitude, positive thinking and meaningful interactions, people can enhance their lives and the lives around them making the world a better place.
What’s the best thing a client ever said to you?
“You’ve exceeded my expectations.”
Name the three strongest traits any leader should have and why.
Vision: A clear and compelling vision for the future inspires and motivates others.
Empathy: Understanding and sharing the feelings of others fosters a supportive environment.
Integrity: Honesty and strong moral principles guide our actions.
How do you like to spend your down time?
If it’s not traveling with my beautiful wife and daughters, it would be exploring new topics and articles focused around personal health, wellness and longevity.
