The Duo Who Revolutionized Gyro
Posted by estiator at 12 February, at 23 : 54 PM Print
COVER STORY
➽The story of Ioannis Choumis and Konstantinos Kapnias.
In the heart of New York City, where culinary trends come and go, two men have taken the humble gyro (“yeero,” as we call it in Greek) and transformed it into a beloved staple among locals. Ioannis Choumis and Konstantinos Kapnias, the founders of Pita Yeero, have not only made gyro a part of daily life for New Yorkers but have also introduced a new way of thinking about this traditional Greek dish. Born and raised in Athens, Ioannis and Kostas came to the United States with dreams of exploring new opportunities. What began as a journey for personal growth soon turned into a commitment to building families and a thriving business, Pita Yeero. Their story is one of determination and hard work, and it all started with a simple vision: to introduce gyro to New Yorkers not just as a delicious option, but as a healthy food choice.
“Six years ago, when we first shared our vision with people, they laughed and discouraged us,” Kostas recalls. “In such a saturated market, no one could imagine that New Yorkers would be eating freshly carved gyro off the turning spit, with gigante beans as part of the same meal, and wanting more.” The word “gyro” was widely associated with food trucks and considered street food in New York. But Ioannis and Kostas had a different idea. They wanted to show people that gyro could be part of a healthy meal, served atop a fresh salad, and that it was versatile enough to be enjoyed every day without feeling repetitive.
“We feel extremely proud because it’s not just about bringing our vision to life and proving many wrong. It’s about sharing our culture with the world in one of the most competitive markets,” Ioannis explains. To sustain their vision of authenticity and quality, Ioannis and Kostas import 70% of their products directly from Greece. This commitment ensures that their offerings are as genuine as possible, allowing customers to experience the true flavors of Greek cuisine without having to compromise for any heavily processed alternatives. With this dedication to sourcing, you can’t get more Greek than that.
Their journey to success has not been easy. Both are completely self-made, having built everything from the ground up. “We arrived in America with just $1,000 in our pockets and no knowledge of English. The concept of having external support for our business ventures is something we’ve never experienced. Every single achievement has come through hard work, dedication, and the support of our families,” Ioannis emphasizes.
Pita Yeero started as a single location in Urbanspace, a bustling food hall in NYC. The duo quickly made a name for themselves, becoming one of the busiest stores in the space. Their commitment to quality and authenticity set them apart, and soon, their small operation grew from one location to six across the city in just a few years. In 2023, they opened their first standalone store on Third Avenue and 43rd Street, just a block away from one of the busiest spots in the city, Grand Central Terminal.
Ioannis and Kostas are often seen at any of the stores, helping customers and talking to both staff and patrons. They believe that one of the reasons behind their success is their direct contact with people. “Pita Yeero has a face; it’s not just another corporate brand whose owner never stepped foot in the stores. We are there, we talk to people, we listen to them, we get the feedback, good and bad, and we adapt accordingly. We never rest; we never felt that we’ve reached a point where we can just sit back and enjoy. We are all about hustle and grind, and that’s what we do every single day.”
While the journey to success came with its share of challenges, Ioannis and Kostas have turned adversity into opportunity. Launching Pita Yeero just a month before the COVID-19 pandemic struck New York City, they faced an unprecedented crisis in the food industry. Instead of faltering, they embraced resilience and adaptability, pivoting their business model to prioritize takeout and delivery while maintaining the freshness and quality of their dishes. Their unwavering commitment and innovative approach not only helped Pita Yeero navigate the storm but also positioned it as a thriving example of perseverance in the face of adversity.
Today, Pita Yeero is more than just a place to grab a meal; it’s a representation of the duo’s hard work, their love for their culture, and their commitment to their community. Ioannis and Kostas have successfully changed the way New Yorkers view gyro, turning it from street food into a sought-after everyday meal option.
Believing in the power of online engagement, Ioannis and Kostas, together with their team, have built a robust social media presence to connect with their ever-growing fan base. Their active online presence has garnered over 12K followers, reflecting their commitment to community interaction. “We take our social media game very seriously, not merely to be relevant or trendy, but because it’s an excellent way for us to understand our audience, gather meaningful feedback, learn, and evolve. And of course, we enjoy sharing laughter through our entertaining videos,” Ioannis explains.
As they look to the future, they remain dedicated to their vision of sharing Greek culture through food. With plans for even more locations and a growing fan base, they are excited about what lies ahead. “We want to keep pushing the boundaries of what gyro can be,” Kostas says with a smile.
Ioannis and Konstantinos have not only revolutionized gyro in New York City; they have created a legacy. Their story is a testament to what can be achieved with hard work, passion, and a commitment to one’s roots. For them, it’s not just about food; it’s about bringing people together and sharing a piece of their heritage in a city that never sleeps. Their vision extends beyond just serving delicious food; it encompasses fostering a community where people can gather, connect, and experience the warmth of Greek hospitality.
Pita Yeero
684 3rd Avenue
New York, NY 10017
www.pitayeero.com
