Village Grill

A giving nature gives way to sustainability for a group of restaurants in The Grandin Village

By Rob Ruthenberg

“We as a society need to have human interaction. Restaurants I think play a pretty big role in that” says Nathan Webster.

Nathan Webster

Cloudy Bobby Productions Nathan Webster is the owner of Village Grill, (as of 2009), Oak Tree Catering (Est. 2016), Scratch Biscuit Company (Est. 2017), and most recently PB’s Po Boys (opened February of this year) all operating out of two buildings in the 1800 block of Memorial Avenue in Roanoke’s Grandin Village.

A 2002 Elon University graduate with a degree in corporate communications with a minor business administration, Nathan Webster (now 40) didn’t know the first thing about running a restaurant when he walked into the Village Grill to meet a friend for lunch and sensed that the place was in a state of decline. Before that time he had been in the real estate business doing appraisals and flipping properties. ”It was a trial by error” says Webster. Looking back on it as a blessing, it compelled Webster to immerse himself in the industry and to figure it all out. “I had no outlet and nobody to talk to about it.” This experience is what drives him to this

day, making himself available to anyone looking for advice on how to start their own business. He remembers his own trials: “I once asked someone for guidance … they told me to go get a book.”

This “all ships rise” mentality has not only helped Webster in business, but it has allowed him to be a visible figure in the community that he serves. It’s been a slow and steady process. The ownership of several food service outlets was not part of some big plan. Webster has this advice for those who want to be super ambitious by opening multiple locations in a short time; he says, “you’ve got to get that out of your mind, unless you have someone with a lot of money backing you in restaurants, build your brand before you expand.” Another thing Webster finds important is the culture that has been created within his own work force, insisting that the people that run things day to day that are absolutely essential to his success. Another piece of advice is about, “being true to who you are - and upfront with what you expect”

Webster says it’s important to create a real “vibe” and have pride in your work, and to help others to feel the same way. “You can have the best business plan in the world, but if you don’t have a team of people to help you play that out, then it’s just words on paper.” Webster looks at his multiple operations as more than a “personal piggy bank” with a real passion for participation in a broader sense. “Every business to me has a responsibility to reinvest in their community -because the community is supporting them by allowing them to stay open. Reinvesting in your community is reinvesting in the next generation. You can’t just focus on what is good for you.”

Webster also sits on the board of The Humble Hustle, an organization run by Xavier Duckett that looks to empower black youth and connects diverse communities by creating innovative, inclusive spaces that look to inspire hope and promote giving. Through his connections with this and other nonprofits, Webster was able to use his resources to help those in need by providing meals for under privileged children during the pandemic. He most recently offered to give gift cards to families that were displaced in a million dollar-plus fire at the Pebble Creek Apartments in Roanoke County.

Overall, this philosophy of “good works” and contributions to the community was helpful in managing expectations by the public, regarding patron restrictions set forth when the pandemic started. As a result, his employees found themselves in a much less confrontational role while following the Governor’s mandates. Webster’s reputation gave him the credibility to be explain that these were not his rules, and the public was largely receptive as a result. No doubt that puts Nathan Webster in a favorable position as his and other eateries emerge from the pandemic restrictions.