By: K. Foster
In a city where restaurants open and close at dizzying speed, few concepts manage to rise above the noise. Yet Onur Safak, entrepreneur, operator, and the creative mind behind ZOI and Ten11, has built more than a restaurant. He has created a soulful Mediterranean ecosystem in New York, one rooted in cultural depth, disciplined leadership, and a long-term vision that continues to evolve. From its celebrated NoMad flagship to its newly opened Upper East Side location, ZOI reflects a hospitality philosophy that feels both deeply personal and refined.
For Safak, the foundation of ZOI began with a single word: life. Drawn from the Greek concept zoí, the philosophy guided his leadership from the start. “For me, ‘life’ is about connection, warmth, and shared experiences,” he explains. Raised in Mediterranean culture, Safak grew up believing the table was never just a place to eat, it was a place to gather, celebrate, and create memory. “When building ZOI, I wanted hospitality to feel genuine. I wanted teams to feel empowered and guests to feel truly welcomed.”
This human-centered approach could have felt risky; instead, it became ZOI’s greatest strength. “New Yorkers live fast, but they crave moments that feel grounded and real,” Safak says. His earlier successes with Green Blend and Blue Mezze confirmed that authenticity resonates deeply with diners. With ZOI, he elevated that sensibility into a modern Mediterranean experience, luxurious without being stiff, welcoming without sacrificing refinement. The result was one of NoMad’s most talked-about openings, earning loyalty from both locals and industry insiders.
Opening inside the historic Life Hotel required a careful balance of creativity and restraint. Preservation limitations and architectural challenges might have deterred another operator, but Safak saw opportunity. “Historic buildings have soul,” he says. Rather than erase that character, he layered contemporary Mediterranean design over the space’s original bones. The result is an interior that feels intimate and sophisticated, a dialogue between old-world warmth and modern elegance.
That same philosophy now carries into ZOI’s Upper East Side location, where the brand takes on a slightly more refined, neighborhood-driven identity while remaining unmistakably ZOI. The UES opening marks a thoughtful evolution rather than a departure. “Expansion should feel intentional,” Safak notes. “Each location needs to respond to its environment while staying rooted in the same values.” The Upper East Side outpost reflects that belief, elevated, polished, and designed for long lunches, elegant dinners, and repeat regulars.
ZOI’s growth is matched by the evolution of its cuisine. This season, the restaurant unveiled a new seasonal menu that further sharpens its culinary voice. Lighter, ingredient-driven dishes emphasize freshness and balance, with an increased focus on shareable mezze, vibrant vegetables, and refined seafood preparations. “Seasonality keeps us honest,” Safak says. “It forces creativity while respecting the rhythm of the kitchen.” The menu refresh reinforces ZOI’s commitment to relevance without trend-chasing, allowing the food to evolve naturally alongside the brand.
From the beginning, Safak was building beyond the walls of the restaurant. Even as ZOI was taking shape, he was laying the foundation for Barrow & Barrel Wine Imported, a venture that allows him to curate and introduce exclusive Mediterranean wines to the U.S. market. “We designed our wine program with the future in mind,” he explains. The result is a list that feels deeply intentional, one that supports ZOI’s culinary identity while positioning the brand as a destination for curated wine experiences.
Generosity remains the throughline. “Generosity isn’t a tactic, it’s a culture,” Safak emphasizes. It shapes how guests are greeted, how plates are composed, and how teams operate behind the scenes. Service is never scripted; warmth is intuitive. That ethos has become a defining characteristic of ZOI, from NoMad to the Upper East Side.
Downstairs at the NoMad location, Ten11 extends the experience into nightlife. Conceived as a natural continuation rather than a separate concept, the lounge reflects Safak’s belief that dining and nightlife should flow seamlessly. Guests move effortlessly between the two, creating a layered ecosystem that supports both creativity and sustainability.
As both founder and operator, Safak balances vision with pragmatism. Strong systems, menu engineering, and disciplined operations support the emotional resonance of the brand. “Discipline fuels creativity,” he says. “Not the other way around.”
Looking ahead, Safak sees the future of dining defined by authenticity, cultural storytelling, and thoughtful expansion. With ZOI’s continued growth, evolving seasonal menus, and integrated wine program, he has created more than a successful restaurant. He has built a living hospitality brand, one defined by life, connection, and leadership with purpose.
