The acclaimed acai brand rounds out leadership team as it marches toward its 20th store
South Block – a booming better-for-you brand that dishes up acai bowls, smoothies, and cold-pressed juices — has named Alexandra Lawrence its Director of Marketing.
Lawrence comes to South Block with more than 13 years of experience in marketing and client relations, most recently at Sweetgreen and Galley Foods. As a product marketer for Sweetgreen’s growth channels, she led in-store loyalty acquisition as well as directed the marketing strategy behind the brand’s first drive-thru and automated kitchen formats. With additional background in finance and performing arts, Lawrence brings a unique mix of creative and analytical prowess to the South Block marketing team.
“We are thrilled to have Alex on the South Block team as we continue to navigate growth,” said Amir Mostafavi, founder of South Block. “Her background and experience are a perfect fit to lead our Marketing Department as we set our sights on new markets and more sophisticated marketing initiatives. Our guest experience and how we connect with our community is such a huge part of our company culture. Having people like Alex on our team will help us continue to maintain a positive company culture, which is always our top priority.”
South Block currently has 16 locations across D.C., Maryland, and Virginia — with four additional locations to come over the next six months. One of those locations includes the Dulles airport, which will introduce the beloved local brand to both national and international travelers.
In January 2024, South Block entered into a growth partnership with Savory Fund, a private equity firm that invests in emerging restaurant concepts — with Mostafavi staying on as CEO and steersman. Together, South Block and Savory will grow the brand both in heritage and new markets across the country.
“I have long admired South Block for its products and admirable mission,” Lawrence said. “Since I am DMV native, I’ve also had the privilege to watch the brand grow an incredibly loyal following through the years. I’m honored to help propel the concept to new areas, build out the marketing function, and work together with Amir and the team to make South Block a household name.”
South Block opened its first location in Clarendon, VA in 2011 with a mission to build healthier communities one block at a time. It specializes in fresh, made-to-order smoothies, acai bowls, toasts, and cold-pressed juices. The name was inspired by its first location on the south side of a block in the Clarendon neighborhood. South Block now has 16 locations across DC, Maryland, and Virginia. In 2024, South Block entered into a growth partnership with Savory Fund, a private equity group that invests in emerging restaurant concepts. Additionally, Mostafavi started a nonprofit for South Block called Fruitful Planet, which provides fresh fruits and vegetables to underserved communities. Learn more at SouthBlock.com.
Savory is an innovative private equity firm that combines over $750 million in assets under management with a growth playbook and expertise that has been developed over 15 years of operating in the restaurant industry. Savory partners with high-potential, profitable, emerging restaurant brands, to deliver financial capital, industry expertise, growth and revenue opportunities, profitability enhancements and new location development. The Savory team contributes directly to all aspects of growth and replication by using a proven playbook and methodology. Founder involvement in the expansion of a brand is a central theme of the Savory approach as founders carry the tribal knowledge around the uniqueness that has energized early success and is essential to future growth. Savory is currently invested in the following brands: Swig, R&R BBQ, PINCHO, Via 313 Pizzeria, Mo’ Bettahs Hawaiian Style Food, 86 Repairs, Saigon Hustle, Hash Kitchen, The Sicilian Butcher, Houston TX Hot Chicken, and South Block. For more information, visit SavoryFund.com.
