Any manager who manages their own catering knows it’s a big task to take on, but CEO Owen Walker could see the opportunity to move away from a traditional Bowling Club Chinese Restaurant option and create a more modern, quality food offering that was more that of a funky pub style menu. 

The Axis IQ team worked with the South Bowlo crew to create a brand that was simple, timeless and appealing. 

Owen and the South Bowlo Board carefully planned this step back into managing their own catering. They wanted to avoid the overly ‘Clubby’ stigma of a bistro or brasserie, they also didn’t want to be a café, nor did they want to be locked into being a ‘restaurant’. This is how the name ‘Southside Kitchen’ was born. 

When talking with Owen Walker (CEO) about the reason behind the ‘kitchen’ wording, he explains: Kitchen doesn’t limit what sort of food offering we have. It gives us flexibility – it can be à la carte, smorgasbord, café style etc. We only have room for one food outlet so that outlet needs to provide variety.”

“Kitchen was a term that no one else was using in our area. It gives us a separate identity. We want to be different from everyone else. It makes people inquisitive as to what we are offering.”

Bistro is a term that has been attached to club catering operations for a long time. Bistro suggests bain-marie style offerings at cheap prices. Restaurant suggests a set menu with higher prices and table bookings are required. We didn’t want either of those perceptions attached to us! 

We believe the consumer is looking for something different, fresh produce with a variety of options served in a social atmosphere with a price point that reflects the quality of the product being served. That’s what we trying to achieve.”

A few months on, Southside Kitchen has been very well received and has moved from a 5 ½ day operation to trading 7 days and nights after the overwhelming response! 

Well done to Owen and his team. They’re certainly not resting on their laurels either, continuing to test new menu items and refine their offering to be profitable and give consumers what they want.

" We want to be different from everyone else. It makes people inquisitive
as to what we are offering."