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Souvla Day

Next celebratedThursday, April 8, 2027

San Francisco's mayor gave one Greek sandwich shop its own day on April 8, 2024, ten years to the day after it opened on Hayes Street. She announced it during a re-election campaign she lost seven months later.

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YEARLY DATEApril 8
OBSERVED INUnited States
CATEGORYBusiness
ORIGIN

Government Proclamation

FOUNDING ENTITY
Office of the Mayor of San Francisco
FIRST OBSERVED
2024
“What a reader can still open is one news report, filed the morning after.
HOW THE HOLIDAY CAME TO BE

Announced on social media for a tenth birthday.

San Francisco Mayor London Breed made April 8, 2024 a day of celebration for the Greek restaurant Souvla, marking its tenth anniversary and citing its fast-fine menu and its contribution to the local community. She took to social media to do it, and Hoodline's report the following morning is the contemporaneous news account of the declaration.

INTRO

Why San Francisco gave one restaurant a day

A Greek sandwich shop opened at 517 Hayes Street on April 8, 2014, small enough that the local news site Hoodline covered it with a walk-through and a headline reading Souvla Opens Today. Ten years later, to the day, the mayor of San Francisco gave that date the restaurant's name.

Mayor London Breed announced it on social media, in the middle of a re-election campaign that Hoodline called tempestuous, in a city it called mired in discord. The headline on the story that covered it was blunt: she took time to declare Souvla Day amid re-election woes.

Seven months later she lost the election. The restaurant is still open, and the name has never appeared in the Board of Supervisors' legislative record.

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AT A GLANCE

The restaurant behind the day

Opened
April 8, 2014, at 517 Hayes Street in Hayes Valley
Founder
Charles Bililies, founder and chief executive
Before Souvla
Bililies worked for Thomas Keller and for Michael Mina
Format
Modern fast-fine Greek, ordered at a counter
What the name means
Greek for the long spit a whole roast turns on
Motto
Make it nice and be nice
ORIGINS

Souvla Day history

CHAPTER 01

A leftover sandwich in the Outer Richmond

Charles Bililies learned to cook Greek food by watching his grandfather work. "My Grandpa in Boston would come over at 6am and start the roasting," he told Hoodline a month before opening. "It seemed ridiculous at the time but now I get it."

He had been throwing his own all-day roasts in an Outer Richmond backyard, four or five a year. One morning he cleaned up after one and found leftover lamb, tomatoes and thick pita. He made a sandwich out of them, and the sandwich turned into a business plan.

Finding a room took two years, and Hayes Valley was always his top choice. One came free in October 2013, when the sushi restaurant Sebo closed on Hayes Street. Bililies called landing it luck: "right time, right place."

Souvla opened there the following April, Tuesday through Sunday, eleven in the morning until ten at night.

CHAPTER 02

A category that did not have a name yet

What Bililies was selling had no settled name. He called it fast fine, and described it to Nation's Restaurant News in 2018 as a subset of the more general term fast casual. In the room it means diners order at a counter and take a number to a table.

It worked. The San Francisco Chronicle put Souvla in its Top 100 Bay Area restaurants that same year and noticed something odd about the shops: they shared a look, and a phone number. In 2022 the company took the shuttered Magnolia Brewing space on Third Street for its biggest room yet.

CHAPTER 03

A day, and an election

By the spring of 2024 there was a decade to mark, and the mayor marked it. Breed cited the fast-fine menu and the restaurant's contribution to the local community.

Hoodline did not let the timing pass. It called the moment political theater, then insisted that political theater should take nothing away from the honor. In November, Breed conceded the race to Daniel Lurie, a nonprofit founder and heir to the Levi Strauss fortune.

TIMELINE

Timeline

The room comes free

The sushi restaurant Sebo closes on Hayes Street. A Greek sandwich shop called Souvla is reported as its replacement.

Souvla opens

Hoodline publishes a walk-through of the new shop headlined Souvla Opens Today On Hayes Street. This date is what the proclamation would later mark.

Two shops reopen

After closing every location under the mid-March shelter-in-place order, Souvla reopens Hayes Valley and the Marina for takeout.

The Dogpatch room

Souvla takes the shuttered Magnolia Brewing Co. space at 2505 Third Street for its largest restaurant, with 60 seats.

Souvla Day

Mayor London Breed makes the date a day of celebration for the restaurant, on the tenth anniversary of its opening.

The mayor concedes

Breed concedes the San Francisco mayor's race to Daniel Lurie, seven months after the proclamation.

BY THE NUMBERS

Souvla Day by the Numbers

10 years
From Souvla's opening day to the proclamation
Nearly 6 million
Meals Souvla had served by April 2024
6
Souvla restaurants open in the Bay Area, April 2024
Everything was phenomenal, and it made our long flight home so much more enjoyable.
Michelle ObamaFormer First Lady, writing to Souvla's staff on December 14, 2017, after having the food brought onto a flight to Washington

WHY THIS DAY MATTERS

Why We Love Souvla Day

Record

The Internet Archive holds no capture of the post that made the day.

Breed announced Souvla Day on a social account rather than through the city's legislative process. The Internet Archive holds no capture of that post. The durable account of a civic honor is therefore a single news report, filed by somebody else, the following morning.

Law

A proclamation is not a statute

San Francisco's Board of Supervisors keeps a searchable record of what it passes, and no matter in it is titled for Souvla. A mayoral proclamation sits outside that record entirely. It is an executive courtesy, and it changes nobody's working day.

Neighborhood

The room a closed restaurant opened anyway

In May 2020, with every Souvla shut, Bililies unlocked the NoPa dining room so a regular could propose to his partner there, and helped set up a sign in the window with photos and roses. "It just goes to show how kind people can be, even to complete strangers," Sam Goldstein told Eater SF.

GET INVOLVED

How to Celebrate Souvla Day

EDITOR'S PICK

Order it the way it was designed

Rotisserie-roasted meats go into warm pita or over seasonal salads with yogurt sauces. The Greek fries are the side the company says have made a name for themselves.

FINISH

Finish with the frozen Greek yogurt

It is served in what the company calls its take on the classic New York cup, with toppings including baklava crumbles and honey syrup. On the day in 2024, Souvla put a free mini one in every in-person order.

DRINK

Drink something Greek with it

Souvla describes its list as the country's only all-Greek beverage list. The house wines are made from native Greek grape varietals.

START

Start at the first shop

Hayes Valley is the location the date actually belongs to. If it has a queue, the others are in Nopa, the Mission, the Marina, Dogpatch and Marin County.

COOK

Cook the dish the name comes from

Souvla in Cyprus is large pieces of meat on a long skewer over a charcoal barbecue, set as far from the coals as possible at first. Allow between ninety minutes and three hours, and plan the rest of the day around it.

Test your knowledge

How well do you know Souvla Day?

1 / 7

What does the word souvla mean in Greek?

Answer

No. It is a mayoral proclamation with no legal force, so banks, schools and offices in San Francisco are open as normal.

COLOPHON

Sources

How we know what’s on this page. References, not endorsements.

15sources
4primary records
11independently dated
Primary records
Additional coverage
Hoodline2014-04-08
Souvla Opens Today On Hayes Street
The opening-day walk-through of the first Souvla, published April 8, 2014. Its publication date is what fixes April 8 as the restaurant's anniversary, and it records the address, the opening hours and the spit the place is named after.
View source
Hoodline2014-03-05
The Story Behind Souvla: Hayes Valley's New Greek Sandwich Shop
A pre-opening interview with Charles Bililies covering the Greek Easter roasts he grew up with, the leftover-lamb sandwich that became the idea, the two-year search for a site, the Sebo space, and his own explanation of what souvla means.
View source
Hoodline2024-04-09
San Francisco Mayor London Breed Took Time to Declare April 8 as Souvla Day Amid Re-Election Woes
The news account of the proclamation, published the morning after: that Breed announced it on social media for the tenth anniversary, the reasons she cited, the free frozen yogurt Souvla offered, the six-location and near-six-million-meals figures, and the re-election context. The article carries Hoodline's own AI Assisted badge.
View source
Hoodline2022-07-15
Souvla's largest location to date getting close to opening in Dogpatch
Coverage of the Dogpatch restaurant taking the shuttered Magnolia Brewing Co. space at 2505 Third Street, with its 60 seats.
View source
SFGate2017-12-21
Michelle Obama likes this casual SF Greek restaurant so much she ordered it for a plane ride
Reports that the former First Lady had Souvla brought onto a flight from San Francisco to Washington and wrote the staff a letter dated December 14, quoted here. Read as an Internet Archive capture, which is where the quoted text was confirmed.
View source
SFGate2020-07-10
San Francisco favorite Souvla returns after monthslong closure
Records that Souvla closed every location under the mid-March 2020 shelter-in-place order and reopened Hayes Valley and the Marina for takeout that July. Read as an Internet Archive capture.
View source
Eater SF2020-05-22
Cute Couple Gets Engaged at Favorite Greek Spot Souvla
The account of the May 2020 proposal at the closed NoPa location, including Charles Bililies opening the restaurant, the window sign, and Sam Goldstein's quoted reaction.
View source
Nation's Restaurant News2018-05-16
Fast casual creeps upscale
Charles Bililies describing Souvla's fast fine positioning in his own words, and the magazine naming Souvla a Breakout Brand that year.
View source
San Francisco Chronicle2018
Souvla: Top 100 Bay Area Restaurants 2018
The Chronicle's Top 100 entry, which records the rotisserie format, the all-Greek wine list, and that the restaurants share the same look and the same phone number.
View source
The San Francisco Standard2024-11-07
Breed concedes mayor's race as frustrated voters seek change
Reports that Daniel Lurie won the 2024 San Francisco mayor's race, unseating the six-year incumbent, seven months after the proclamation.
View source
Wikipedia
Souvla
Background on the Cypriot dish: large pieces of meat cooked on a long skewer over a charcoal barbecue, well away from the heat, over ninety minutes to three hours.
View source
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