Nick Tsoulis on the Art of Greek Seafood and the AVRA Experience
For Nick Tsoulis, co-founder of AVRA Estiatorio, the appeal of Greek dining begins with fresh seafood, simple preparation and the pleasure of gathering around a table. Growing up in Greece, seafood was an integral part of everyday life, particularly on the islands, where meals were shaped by whatever was fresh and available that day. When AVRA opened its flagship location in New York in 2000, Tsoulis wanted to bring that experience to a new audience.
“Seafood has been at the center of AVRA from the beginning and still is today,” he says.
That connection to Greece continues to influence how the restaurant sources and prepares its fish. AVRA works with fishermen and suppliers who understand its standards, many of whom have been partners for years. Knowing where the fish comes from, when it was caught and what is especially good that day is essential.
“You can’t start with average fish and turn it into great fish. The quality has to be there from the beginning,” Tsoulis explains.
Once selected, the fish is prepared to showcase its natural flavor. For Tsoulis, a whole grilled fish is perhaps the clearest expression of AVRA’s philosophy. Lavraki, or Greek sea bass, is a personal favorite, along with dorado and red snapper. His preferred preparation is straightforward: olive oil, lemon and sea salt.
“If you have a beautiful, pristine fish, you want to taste the fish. You don’t want to cover it with a heavy sauce or too many ingredients,” he says. “We grill it, add olive oil, lemon and sea salt and let the quality speak for itself.”
The same attention applies to the ingredients accompanying the seafood. Excellent olive oil, fresh lemon, herbs and sea salt enhance the flavor without overpowering it. Guests can also see the fish themselves and choose what they want. When selecting fresh fish, Tsoulis looks for clear eyes, shiny skin, firm flesh and a clean, fresh smell.
Beyond the food, the way people dine is central to the experience. In Greece, meals are an opportunity to gather, share and spend time together rather than rush through a series of courses. At AVRA, that tradition translates into dishes ordered for the table, whether guests are meeting for a business lunch, enjoying a family dinner or celebrating with friends.
“In Greece, seafood is treated very simply,” Tsoulis says. “The other part is how you eat. You order different dishes for the table, you share, you talk and you take your time. That’s very much what we try to recreate at AVRA.”
As AVRA has expanded beyond New York, maintaining that experience has remained a priority. Tsoulis credits the teams at each location and a consistent approach to sourcing, preparation and service with preserving the restaurant’s identity as it enters new markets.
“We don’t open a restaurant and walk away from it,” he says. “The city may change, but what people expect when they walk into AVRA shouldn’t.”
At the same time, the restaurant offers different ways for guests to enjoy its signature experience. Its three-course Power Lunch, priced at $41.95 in New York and Beverly Hills, brings AVRA’s cuisine and service to the weekday dining occasion.
“I think of that as affordable luxury,” Tsoulis says. “You can have a beautiful lunch, enjoy great seafood and great service, and it doesn’t have to be reserved for a special occasion.”
Looking to the future, Tsoulis plans to continue growing the brand without losing sight of what made it successful. Fresh fish, Greek flavors, hospitality and the energy of the restaurants will remain at the heart of AVRA.
“You can introduce new ideas, but you have to know what people come to you for in the first place,” he says.
For anyone visiting during National Seafood Month, Tsoulis suggests starting with Greek spreads, grilled octopus and a salad, followed by a whole grilled fish with vegetables and potatoes. A bottle of Greek wine completes the meal.
“I would want people to relax, share everything and understand that this is how we like to eat in Greece.”
Tsoulis has also explored a different side of hospitality with Penelope, a late-night lounge that departs from AVRA’s Greek seafood focus. With an Asian-inspired menu, cocktails, DJs and live music, Penelope is designed for guests who want to make an evening of their visit.
“Penelope was our opportunity to do something different,” he says. “The food is meant for sharing and works with the cocktails, music and late-night atmosphere.”
The concept was to create the feeling of a private lounge without the exclusivity of membership. Guests can stop in for a drink and a bite, enjoy the entertainment or stay late into the evening.
“We wanted the feeling of a private club without making it private,” Tsoulis says. “Anyone can come in, have a drink, eat something, listen to the DJ or live music and stay for the night.”
From AVRA’s celebration of Greek coastal cooking to Penelope’s late-night atmosphere, Tsoulis continues to build experiences around food, hospitality and the simple pleasure of bringing people together.
