Steve Palmer Interview: The Man Behind Oak Steakhouse and Colletta in Avalon
In the heart of Avalon, two of the most successful restaurants, Oak Steakhouse and Colletta, were strategically placed there by one of the industry’s most respected leaders. Oak Steakhouse delivers the timeless elegance of prime cuts and impeccable service, while Colletta serves Italian American dishes with a “For the Table” option that stays true to the Italian “family-style dining” tradition. These restaurants may seem different, but they share a soul, a hospitality-first approach, and a visionary founder in Steve Palmer.
Palmer is the architect of The Indigo Road Hospitality Group, a culinary empire that began in Charleston, South Carolina in 2009. With about 40 restaurant locations and a mix of hotels, bars & cafés, and venues across the Southeast, The Indigo Road’s portfolio is a masterclass in creating spaces that feel both special and essential. This success has qualified Steve Palmer as a James Beard Award semifinalist and a reputation as one of the most influential figures in the restaurant industry.
Our team had the opportunity to speak with Steve Palmer to discuss his unique dual strategy with Oak Steakhouse and Colletta in Avalon and the philosophy that drives The Indigo Road.
The Indigo Road owns a diverse portfolio of restaurants. What is the common principle or standard that you strive to instill in each of your concepts?
“Hospitality is always at the heart of what we do. Whether you’re dining in a casual Italian spot or sitting down to a high-end steakhouse experience, the feeling you walk away with should be consistent and make you feel genuinely welcomed.”
How has your personal journey and advocacy work shaped the way you build your teams and define "hospitality”?
“My heart for hospitality has helped me through every high and low point throughout my life, so I look for those with the same heart and an innate calling for this line of work when building teams. You can teach technique, but you can’t teach that desire to serve others. These are the people who thrive in our company and help us create the kind of hospitality that really means something.”
Many of your restaurants, including those in Alpharetta, are very chef-driven. How do you balance granting your chefs creative freedom while ensuring the final product meets The Indigo Road's standard of excellence?
“The freedom of creativity has to live alongside our standards, and finding that balance starts in the interview process. We want to make sure a chef not only has talent but is also in alignment with our philosophy. From there, we keep our standards enforced through regular tastings, open conversations, and constant collaboration about the direction of the menu.”
You made a significant investment in Alpharetta by opening two high-end concepts, Oak Steakhouse and Colletta, in Avalon. What was it about the Alpharetta market that made you confident this dual strategy would be a success?
“I grew up in North Atlanta, so I had a good understanding of where Alpharetta was headed. I believed the market was ready for high-end experiences and a variety of them, and I’m grateful every day that we trusted that instinct. It’s proven to be a wonderful community to be a part of.”
The steakhouse market in Metro Atlanta is very competitive. What is the unique identity or experience that makes Oak Steakhouse stand out from other established players in the area?
“Yes, the steakhouse market in Metro Atlanta is incredibly competitive, but what sets Oak Steakhouse apart is our commitment to cooking seasonally and the intention behind our hospitality. We start with the very best ingredients, like Certified Angus Beef®, and build our menus around what’s fresh and at its peak. But at the end of the day, it always comes back to hospitality. Great food matters, but it’s the way we make people feel that truly defines the Oak experience.”
What is your perspective on the Atlanta and Metro Atlanta dining scene? What are its greatest opportunities and challenges?
“The Atlanta and Metro Atlanta dining scene is robust, dynamic, and constantly evolving. It’s an exciting market filled with talent, creativity, and opportunity for people who want to build a meaningful career in hospitality. But the blessing of that can also be the challenge. Because there are so many great restaurants and so much activity, recruiting the right people who are the best fit for our concepts can be challenging. Finding and retaining the kind of team members who align with our values is always top of mind.”
From your national vantage point, what is the biggest challenge you see facing the restaurant industry over the next few years, and how are you preparing your teams for it?
“One of the biggest challenges we’re facing as an industry is the rising cost of doing business, whether that is related to labor, food, or insurance. To meet this challenge, our teams are in constant conversation to optimize the food we bring in, minimize waste, and get creative with menu development. We are constantly looking for ways to deliver real value to our guests. It’s about being adaptable while staying true to who we are.”
What is the next big goal for The Indigo Road Hospitality Group over the next few years?
“Our goal is to continue growing organically with business partners who share our values while offering career growth opportunities for our employees. Our employees’ growth is our growth and a reflection of the health of our business.”
When a guest visits either Colletta or Oak Steakhouse in Alpharetta, what is the one feeling or lasting impression you hope they take with them?
“At the end of the day, hospitality is making people feel cared for, so my hope is that our guests feel seen, valued, heard, and leave with a smile on their face.”
