Hampton Roads friends, entrepreneurs join forces in hospitality company
By James Thomas Jr.
Neel Desai and Bijal Patel are managing principals of S2K Hospitality. (JARED BEASLEY/Courtesy photo)
Lifelong friends and Hampton Roads entrepreneurs Neel Desai and Bijal Patel are now working together in a restaurant venture aimed at developing careers and giving back to the community.
As the hospitality industry continues struggling to find and retain workers during the pandemic, the partners launched a restaurant franchise-focused management and development company called S2K Hospitality.
Desai brings corporate experience as top executive of Virginia Beach-based LTD Hospitality, which operates 10 hotels in the region. Patel brought the Which Wich sandwich franchise to Hampton Roads in the Williamsburg area in 2014. S2K formed to manage the fast-casual franchises, including locations in Norfolk and Suffolk, when Desai came on board as an investor.
The goal for S2K Hospitality is for employees to grow, both in career development and as individuals, as the company grows, Desai said. That means working with employees on building their resumes, learning how to read a profit and loss statement, and what to look for in customer reviews to improve overall operations.
"This will help us retain and attract employees, especially in this tough labor market," he said. "It's our job to make them a better person whether they decide to stay with us or move on to another company."
Despite competitive wages and salaries, health care benefits, company-paid life insurance, vision and dental benefits and options to invest in a 401(k) retirement plan, attracting employees has been tough in a COVID-lingering job market, Patel said.
The friends wanted their operation to reflect their family values and community interest. S2K uses the initials of Desai's two daughters, Savi, 10, and Seva, 8, and Patel's daughter, Kayla, 9.
Which Wich, founded in Dallas, is known for its paper sandwich-bag ordering system. Customers grab a bag and use a marker to select their sandwich bread and ingredients. The restaurants also sell wraps, vegan and vegetarian options, gluten-free dishes, sides and salads, all prepared according to individual preference.
And Desai and Patel believe one menu item — a simple peanut butter and jelly sandwich — can help make a difference in lives and communities.
"We make fresh peanut butter and jelly sandwiches each day on demand. And for every one that we sell, we donate two back — one for the community and the second is tracked through our corporate office in Dallas," Patel said. The collective effort enables the franchise to crank out thousands of PB&J sandwiches in greater times of need, he said.
Project PB&J at their Which Wich locations is one of several community service efforts to provide snacks during natural disasters or raise funds for local organizations. "Project PB&J was started to bring comfort and comfort food to those in the world who need it, to let them know someone out there cares," according to S2KHospitality.com.
As part of its commitment of giving back, S2K also supports the Boys & Girls Clubs of Southeast Virginia and the Foodbank of Southeastern Virginia and the Eastern Shore.
More details about additional franchises coming to the S2K brand will be announced, Patel said. A spokesperson said S2K is taking over the management of two Your Pie pizza locations in Hampton Roads on Nov. 8.
S2K Hospitality manages restaurant franchises like Which Wich. The company aims to provide career development for employees while also giving back to the community. (Courtesy photo)