In 2020, Ashley Sayler completely rebranded a restaurant in just six weeks. Over the next four years, she had four children, was named a Louisville Business First 40 Under 40 honoree, became the owner of two more businesses, and currently has another CASK Southern Kitchen & Bar location in the works. Meet this month’s FACE of Louisville!
What led you to open CASK Southern Kitchen & Bar?
I opened an upscale restaurant called SOU! in November 2019. Just a few months later, the pandemic hit. My business partner didn’t want to pivot, but I knew we had to do something more affordable and approachable. I still had bills, overhead, and employees to pay. So, I dissolved that relationship and completely rebranded the whole restaurant in about a month and a half.
CASK was a new concept with a brand-new menu, a redesigned space, and a patio. I actually built the picnic tables — and had my first son in the mix! Since then, we’ve made Yelp’s Top 100 U.S. Restaurants list, quadrupled sales, and are working on location number two.
Can you tell us about your other two businesses?
I have a business called International Catering, which allows me to do large-scale, large-volume catering. We did the Kentucky State Fair, and I’ve booked Bourbon & Beyond as well as Louder Than Life. We’ll be back at Derby next year, and I’m hoping to book the Indy 500.
Also, I thought I’d do something in retail since I’ve never done that, so we’re finalizing our “sauces and blends” line, Scratch Brands. We’re currently working with a local co-packer to get the sauces done. Basically, we give them ingredients, tell them how we want them broken down, and they do it to volume.
From there, we’ll work through taste profiles to make sure everything aligns before we go into packaging and labeling. The “blends” side of it is seasoning that consumers can add to items like green beans. People often ask us how we make our green beans — they’ll be able to buy their beans, cook them down, and just add our blends. Everything will come with recipes, too. It should be ready for release in 2025.
Our CASK gift cards are available at Costco, so I’m hoping we’ll have it hit shelves there.
Is this always what you imagined you’d be doing?
Yes. I worked in large-scale events and I wanted a brick-and-mortar restaurant of my own so I could do large events off the backside. Catering is kind of my passion. I love the thrill of being able to do a wedding and meet someone else’s needs in the middle of nowhere with no power or water! I love large-scale events, too.
Over three days this past May — during Thurby, Derby, and Oaks — we sold 27,800 units of food. I just love putting out the fire before the fire exists. And I have an amazing team of people behind me. It’s really not me — it’s them.
Simultaneously feeding thousands of people, running three businesses, and being a mom to four children is sure to bring some major life lessons. What’s something you’ve learned through it all?
The number one thing is that you’re only as good as the people that you surround yourself with. The teams we’ve built are phenomenal. I might be the owner, but the people surrounding me are really the bread and butter of every operation. Being able to depend on those team members and trust them to do their jobs impeccably is a humbling feeling.
I used to open and close the restaurant every day. I recently wasn’t there for an entire month because I was working at the state fair — and everything was thriving. It’s an odd feeling to not be needed, but it’s a good thing.
Along that same vein, what’s the best advice you’ve ever given or received?
Always stay humble. Success and money are what everybody strives for, but they don’t bring happiness. My oldest son, who is now four years old, had two tumors in his throat removed this year. The people I care about — their health and well-being — far outweigh anything related to success or business. My son had five surgeries and has a pretty rad scar under his chin, but he’s OK right now, so we’re super thankful.
When you’re not busy being a business owner, what are your favorite places to eat and play around Louisville?
I really like Fernando Martinez’s concepts, and Guacamole is one of my favorite restaurants. He does an amazing job with food quality — plus, I love margaritas!
Play would probably be hanging out with my kids at the zoo. I’m such a homebody now. We have Sunday Funday at our house, so friends come over to our house, and we just hang out.
Aside from faith, family, and friends, what are three things you can’t live without?
Good food, sports, and tequila.
Thank you, Ashley!
**********
Stay in the know on the best of the South — subscribe to our daily emails!
