Dimitris Christoforidis – Visionary of New Greek Gastronomy & Co-founder of nice n easy group
«We built something of our own, with character and soul — and we keep going»
Interview: Alina Asteriadi
You studied finance in the U.S. What drove you to the restaurant industry
Entrepreneurship has always been part of who I am, but my journey started early. While studying in the U.S., I had to work to support myself — and I naturally ended up in hospitality. That’s where I found my true calling. It wasn’t just a side job; it felt familiar, full of energy, rhythm, and creativity. I was quickly recognized and encouraged by colleagues and employers who saw something in me. I realized I didn’t just want to manage businesses — I wanted to create meaningful experiences. Hospitality gave me joy, connection, and purpose. It combined creativity, strategy, and humanity — and that’s when I knew I had found my path: to create spaces that speak to people’s souls through authentic, heartfelt service.
Have you considered a business venture back in the U.S.?
We’ve thought about it, and we’re actively exploring it. The nice n easy group brand has strong international potential. But if we expand, it will be intentional: either through a flagship project or an experiential pop-up that showcases the Greek farm-to-table philosophy. We’re not interested in copying ourselves — we want to create authentic experiences with soul.
What would you say was a turning point in your journey?
The moment we realized we weren’t just following the market — we were shaping it. Opening the first nice n easy was a risk, a choice that went against the trends of the time. But the response was powerful. People were craving transparency, care, quality, and simplicity. That’s when we knew we had found something meaningful.
The nice n easy concept has a loyal following. What’s at the heart of its philosophy?
Simplicity. Honesty. Seasonality. We believe in cuisine made with clean, high-quality ingredients that respect both flavor and the environment. From the beginning, we’ve worked with Greek producers, supported local agriculture, and created dishes with real substance. Our food has soul — it’s comforting, nourishing, and never pretentious.
Your partnership with Chef Christos Athanasiadis is strong and enduring. What’s the key to your collaboration?
Mutual respect. Christos is a deeply creative person with incredible integrity. We complement each other. We’ve built a shared vision — we evolve, we move forward, and we never get complacent. That’s why our relationship has not only endured but grown stronger over time.
Foreign investors are involved in your ventures. How do you manage those relationships?
With strategic thinking and absolute transparency. It’s not just capital — these are partners who genuinely believe in our vision. The nice n easy DNA is never compromised — it’s amplified. That’s the only way we can grow with cohesion and strength.
Are there plans to expand internationally?
Absolutely. The Amorous Project in Ibiza is our first international statement. But our aim isn’t mass expansion — it’s to export culture and experience. We’re exploring markets that align with our philosophy and can embrace our values. We want to build an international community that recognizes us for quality, authenticity, and consistency.
How do you balance an intense business life with your personal life?
Balance requires discipline. I’ve learned to set boundaries, take care of myself, and make time for my family and loved ones. Creativity needs rest. Leadership needs clarity and composure. It’s a conscious practice — not something that just happens.
If you could title your journey so far, what would it be?
“We built something of our own, with character and soul — and we keep going.”
Do you have a personal motto or philosophy that guides you?
I try to see the glass half full — even in difficult moments. I always tell my team: “I never lose — I either win, or I learn.” That’s not arrogance — it’s humility. Arrogance deeply repels me. I’m not anyone’s boss. These people are my partners, and they’re the most valuable ingredient in any successful venture — especially in our industry. That’s why I always say: “Hire character, train skills.”
Thank you very much!
