SERG Group Acquires Holy Tequila! And Charbar Co
Staff Report From Low Country CEO
Wednesday, April 10th, 2019
The SERG Group has acquired two popular restaurants in Hilton Head Island’s Park Plaza: Holy Tequila! and Charbar Co. The new additions represent SERG’s continued plans for sustainable growth that cements its reputation as the Lowcountry’s leader in hospitality.
“On Hilton Head Island, we are very interested in acquisition rather than new construction. These two successful restaurants have a thriving workforce and that’s important to us with the limited availability of workforce on the island,” said Alan Wolf, SERG director of operations and partner, adding that SERG has extended continued employment opportunities to all staff members at both restaurants.
Details of the deal evolved over time, arriving at an opportune time for both parties. Nick Bergelt, the restaurants’ former owner and CEO of HHI Hospitality Group, has decided to move his focus to franchising his QSR concepts Stoner’s Pizza Joint and Healthy Habit. Meanwhile, SERG partners are thrilled to take on two already established — and popular — restaurants, carving out great locations on Hilton Head’s south end.
There will only be minor tweaks to decor and atmosphere. Both restaurants will offer take-out and delivery. Over the next six months, SERG will introduce some new menu items.
“We aren’t going to change what’s working already,” Wolf said. “What guests can count on is our continued commitment to exceptional customer service, quality cuisine and cleanliness. Guests will also be able to enjoy these two new restaurants on the SERG VIP Passport in the winter.”
SERG partners are very excited to add Latin American dining to its portfolio for the first time.
Wolf said adding Holy Tequila! to its food & beverage portfolio was a no-brainer.
“Our partners have been interested in adding a latin concept to our restaurant group for some time as the flavors are so widely popular and the cuisine is desirable and trending with our customers.”
Holy Tequila! is an upscale fusion of Mexican fare and American flare that continues to grow in popularity. The award-winning restaurant adds a fresh palate to familiar Mexican fare — such as chicken BLT quesadillas, blackened mahi burrito and Thai chicken tacos. The well-known Dia de Muertos-styled brand and specially made margaritas sets the stone for a fun and welcoming atmosphere.
Known for its “best burger” five years in a row, Charbar offers an equally unique restaurant with a diverse happy hour menu with craft beer, cocktails and wine; outdoor patio with flatscreens and fireplaces; and south island’s venue for live music.
Tim Nelson, SERG Executive Chef and Managing Partner of the two restaurants, will continue to prepare Charbar’s popular cuisine. Nelson looks forward to introducing some new flavors with a focus on clean preparations and vegetable centric healthy options.
“We want to take a good thing and make it better,” said Nelson.
Charbar also comes with a surprising gem: The Whiskey Room.
The hidden speakeasy, accessible through a bookcase, is an upscale lounge with specialized spirits of more than 100 whiskeys and bourbons crafted with flavors to please any palate. The sepia-toned lighting, punched tin ceiling, rustic brick walls and leather seating take customers back to a time of flappers and gangsters.
“The Whiskey Room at Charbar really added value to the Charbar purchase for us,” Wolf said. “We think the previous owners did a fantastic job transforming the space into a prohibition era speakeasy.”
The Whiskey Room at Charbar’s menu is small plate, gastro pub, chef-focused cuisine that is meant for sharing. The food includes such regionally focused bites as bacon wrap dates, caviar and flatbreads.
“Whiskey Room is a great outlet to be able to use farm fresh to table local product in a different style than the island has seen before,” Nelson said, adding, “and a perfect outlet to introduce hand crafted chocolates to the dessert offering.”